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HomeMy WebLinkAbout03. e. VDF20 - Stakeholders Report_FINAL_PDFDEAR FRIENDS OF THE VAIL DANCE FESTIVAL, During a time when performing on our iconic stages was simply not possible, the Vail Dance Festival opened our virtual curtain to the world showcasing the very best of dance in the comfort and safety of living rooms worldwide. In our 30-plus-year history, Vail Dance Festival has become an annual tradition for our community and for the dance world. While there are many locations where this beloved artform is on grand display, there is truly no other location where luminaries in the worlds of dance, choreography and music can come together to create previously unimaginable collaborations, all in an environment overflowing in creative opportunity. This year, we were thrilled to share Vail Dance Festival creations –both new and from years past –virtually on Facebook and YouTube. It is because of your continued support that the Vail Dance Festival is now considered, best in the world!Through the incredible generosity of our supporters, we are weathering the COVID-19 storm and look forward to presenting in person again in 2021. Until then, our collective thoughts are with everyone impacted by COVID-19, and in particular, our artists and the entire Vail Dance Festival community. Thank you, and please don’t hesitate to contact us to learn more about the Vail Dance Festival. MIKE IMHOF President Vail Valley Foundation SARAH JOHNSON SVP, Education and the Arts Vail Valley Foundation 2020 RECAP 88% SAID IT INCREASED KNOWLEDGE/APPRECIATION FOR DANCE 105,000 DIGITAL FESTIVAL VIEWS From July 31-Aug 21 MOST VIEWS -OPENING NIGHT: 27,157 71% SAID THEY’VE ATTENDED THE FESTIVAL IN THE PAST 69% PLAN TO ATTEND IN 2021 The global pandemic created monumental challenges in 2020 and resulted in the cancelation of the in-person Festival. We quickly pivoted to a new concept of a Digital Festival and for the first time ever, viewers from around the world were able to get an insider's look at what the Vail Dance Festival is all about from the comfort of their homes. We put together 8 programs with unique content that spanned over 8 nights and was accessible via Facebook and YouTube for easy viewing. We were thrilled to be able to provide entertainment when people needed it the most and were even able to host socially-distanced, limited-capacity events at the Gerald R. Ford Amphitheater, Vilar Performing Arts Center and the Riverwalk Theater. 8 PROGRAMS INCLUDED PAST PERFORMANCES, ARTIST INTERVIEWS, AND EDUCATIONAL CONTENT 2 WORLD PREMIERES 12,557 HOURS VIEWED ON YOUTUBE & FACEBOOK From July 31-Aug 21 +828 YOUTUBE SUBSCRIBERS From July 31-Aug 21 WORLDWIDE AUDIENCE: USA, CANADA, GERMANY, UNITED KINGDOM, RUSSIA, JAPAN, AUSTRALIA, FRANCE 1.13B TOTAL REACH $2.5M PUBLICITY VALUE 247 PLACEMENTS TOP-TIER MEDIA COVERAGE: 2020 PUBLIC RELATIONS SUMMARY RECORD-BREAKING YEAR 2020 VAIL DANCE FESTIVAL: THE DIGITAL EDITION TESTIMONIALS “I have heard about the Vail Dance Festival and hoped one day to be able to attend. This opportunity to ‘see’ the Festival has added a new item to my bucket list –to see the Festival in person when circumstances permit. I almost felt like I was there with Damian’s introductions and the interviews with artists. Your selection of past performances was inspired! What a treat to see Tiler Peck and Bill Irwin perform together. Michelle Dorrance is a personal favorite, and I loved the closing night show. All the artists were outstanding. I also appreciate knowing how unique the Vail Dance Festival is –not just a showcase of unique talent, but also a place that nurtures artists by providing opportunities to explore their creativity along with the support to afford that luxury. What a wonderful and remarkable Festival! Thank you.” “Thank you for bringing the Vail Dance Festival 2020 to our living rooms! My daughter and I were able to share the Festival together, which is our annual tradition, and we are looking forward to Vail 2021!” “Thank you for sharing the amazing work of these world-class artists on this digital platform. I’ve always dreamed of attending the Vail Dance Festival since its creation and seeing these performances makes me more determined than ever to attend in person! Bravo!” “Virtual Festival highly commendable given the fluidity of an ever-changing situation. Good to see returning artists and good engagement during artist interviews. Grateful to supporters who helped make this possible. Keeping arts alive is imperative.” “It was beautifully done. The quality of video was amazing, and much of the spirit of the Festival was captured. Seeing the past performances, almost all of which I had seen in person in past made me long for the Ford Amphitheater, where I would be right now if it weren’t for the pandemic. Thank you for doing this!”*Images from the socially-distanced watch party LOOKING BACK: 2019 EVENT HIGHLIGHTS INFLUENCER IMPACT Festival Influencers such as Tiler Peck and Jennifer Garner and companies like American Ballet theatre created a collective Instagram following of 8,731,853. MANOR VAIL TENT STUDIO This new addition to the 2019 Festival provided a ‘campus feel’ for artists allowing more time to rehearse, collaborate and produce new works. ACCESS TO THE ARTS This year, we provided 1,227 complimentary tickets to broaden access to the arts. RECORD REVENUE $846,175 generated from ticket sales during the 2019 Festival, surpassing the previous year by 3.7%. George Balanchine's Serenade. Choreography © The George Balanchine Trust. In 2019, we commissioned and premiered 7 new works, 6 of which were performed on a dedicated evening called NOW: Premieres. Rebecca King Ferraro and Michael Breeden from the popular podcast series “Conversations On Dance” recorded 23 in-depth discussions with Festival artists such as Lil Buck, Lauren Lovette, and more! Festival artists and companies took to the streets of Vail Village twice during the Festival in this free interactive performance. An afternoon of dance, activities and a classic tea party for young aspiring dancers at the Gerald R. Ford Amphitheater. A free, fun for all ages performance hosted in Avon’s Nottingham Park featuring artists and companies from the Vail stage. A collaboration with Celebrate the Beat, Pop Hop Camp is a free week-long camp for children in Eagle County. In 2019, 120 children were able to participate and perform with James Whiteside during the Vail Dance Festival. CELEBRATETHE BEAT DANCINGIN THEPARK WORLDPREMIERES DANCINGIN THESTREETS FESTIVALFORUMS TUTUTEA PARTY *The next two slides provide a glimpse into the events, programs, and happenings that take place during a typical Festival window. Vail Dance Festival partners with cross-sector community organizations to eliminate socioeconomic barriers to the arts by providing free tickets to each of the performances. Each summer, the Gerald R. Ford Amphitheater grants free entry on the lawn to kids 12 and under. Over 900 children attended for free in 2019. This new venue gave artists, musicians and choreographers an additional space for creating and collaborating during the 2019 Festival. The Festival is known for collaborations with world renowned musicians such as Caroline Shaw and Jason Moran, as well as young emerging artists from Juilliard, providing live music for performances and premiering new compositions at the Festival. An event for budding patrons of the Festival to learn a choreographed dance, and mix and mingle with Festival interns and artists. Ambitious high school, college, & post grad students join a dedicated Festival team to support a variety of key areas from administration to marketing to production. INTERN &AMBASSADORPROGRAM YOUNGPATRONS DANCE PARTY COMMUNITYARTSACCESS TENT STUDIO KIDS 12 & UNDER FREE ON THE LAWN LIVEMUSIC 2019 EVENT AT -A-GLANCE 20,084 FESTIVAL ATTENDEES 13,140 TICKETS SOLD Generating $846,175 in revenue 12 PERFORMANCES Including 1 free performance in Avon $4.7M ECONOMIC IMPACT Estimated revenue generated to the Town of Vail TOP STATES OF ORIGIN 63% COLORADO / 37% OUT OF STATE 1.Colorado 2.Texas 3.Florida 4.New Yo rk 5.Pennsylvania DEMOGRAPHICS Male vs. Female 34% / 66% Average Adult Age 59 Education 92%have 4 year degree or higher Mean HHI 72% earn more than $100K TOP CATEGORIES: ARTS & CULTURE, TRAVELER, SPORTS ENTHUSIAST 2019 RESEARCH INFORMATION 2019 RESEARCH HIGHLIGHTS 1.13 BILLION PR IMPRESSIONS $2.5 MILLION PR MEDIA VALUE AVG. # OF PERFORMANCES ATTENDED: 2.3 85% HAVE ATTENDED IN THE PAST 92% LIKELY/VERY LIKELY TO RETURN 90% CAME TO VAIL SPECIFICALLY FOR THE EVENT 912 KIDS 12 & UNDER FREE ON THE LAWN 1,504 FRINGE FESTIVAL ATTENDEES AVG. # NIGHTS IN LODGING: 3.7 3,639 ROOM NIGHTS GENERATED 501.7 MILLION MARKETING IMPRESSIONS TOP REFERRALS: EMAIL, WEBSITE, WORD-OF-MOUTH PUBLIC RELATIONS 491M TOTAL REACH $1.2M PUBLICITY VALUE 292 PLACEMENTS TOP-TIER MEDIA COVERAGE: 2019 MARKETING & PR SUMMARY 501,692,264 TOTAL IMPRESSIONS $1.3 MILLION MEDIA VALUE George Balanchine’s Apollo. Choreography © The George Balanchine Trust. PRINT 2,311,000 IMPRESSIONS $40,152 MEDIA VALUE 69 TOTAL AD PLACEMENTS DIGITAL 3,121,339 IMPRESSIONS $22,268 MEDIA VALUE EMAIL 709,247 IMPRESSIONS $29,539 MEDIA VALUE 12,065 EMAIL SUBSCRIBERS 31.62%OPEN RATE 3.95%CLICK-THROUGH-RATE George Balanchine's Serenade. Choreography © The George Balanchine Trust. 2019 NUMBERS SOCIAL MEDIA 18,806 FOLLOWERS 2,414,568 ORGANIC IMPRESSIONS 93,420 ENGAGEMENTS 19,058 FOLLOWERS 1,665,476 ORGANIC IMPRESSIONS 65,586 ENGAGEMENTS OUR TOP POSTS OF 2019 We can’t wait for summer –Calvin Royal III & Lovette rehearse Tiler Peck’s New Work –rehearsal It’s the weekend! Unity Phelan in Balanchine’s Stars and Stripes Looking back on Balanchine’s Serenade PAID: 185,711 IMPRESSIONS | 2,110 ENGAGEMENTS 2019 NUMBERS TOP INSTAGRAM INFLUENCERS Principal Dancer with American Ballet Theatre Isabella Boylston 288K Followers Memphis Jooker Lil Buck 126K Followers Principal Dancer with New York City Ballet Tiler Peck 138K Followers Principal Dancer with New York City Ballet Lauren Lovette 104K Followers 8,731,853 INFLUENCER & COMPANIES COLLECTIVE INSTAGRAM FOLLOWERS American Actress Jennifer Garner 7M Followers Principal Dancer with American Ballet Theatre James Whiteside 204K Followers 2019 IMPACT INFLUENCER POSTS DURING 2019 FESTIVAL Isabella Boylston 17,467 likes Jennifer Garner 688,362 views James Whiteside 80,996 views Tiler Peck 18,093 views VIDEO 256,223 TOTAL VIDEO VIEWS $1,947 MEDIA VALUE 27,584 ONLINE VIDEO ENGAGEMENTS 30+ UNIQUE VIDEOS CREATED CLICK HERE TO LISTEN TO ALL FESTIVAL PODCASTS PODCAST CLICK HERE TO VIEW ALL 2019 VIDEOS 2019 (AS OF OCTOBER) 24,000 DOWNLOADS 48,000 LISTENS 2019 NUMBERS WEBSITE 77,300 IMPRESSIONS 47,264 USERS 60.8%NEW USERS 4.43 PAGES/VISIT 1:58 AVERAGE DURATION TOP CONTENT: SCHEDULE OPENING NIGHT INTERNATIONAL EVENINGS OF DANCE I AMERICAN BALLET THEATRE INTERNATIONAL EVENINGS OF DANCE II 2019 NUMBERS 2021 SPONSORS & PARTNERS Our sincere thank you for your ongoing support and a special thanks to our partners at the Town of Vail, Vail Resorts, Town of Avon, Manor Vail Lodge, the Gerald R. Ford Amphitheater and Vilar Performing Arts Center for graciously hosting the Vail Dance Festival. We wish you all continued success and, in partnership with you, look forward to making the 2021 Vail Dance Festival, even better! See you on Opening Night, July 30, 2021! THANK YOU! DAVE DRESSMAN VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org Vail Dance Festival photos taken by: Erin Baiano, Christopher Duggan, Brian Maloney and Jon Resnick