HomeMy WebLinkAbout03. c. TOV Shakedown October Series RecapEvent Recap: October Pop-Up Music Series
Cultural, Recreational & Community Category
December 2, 2020
October Pop-Up Series: 10/3 –10/31
Scott Rednor
Phone: 201-914-5473
shakedownbarvail@gmail.com
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Overall Event Highlights & Successes
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•Net Promoter Score of approximately 72
•Overall Satisfaction approximately 4.8 on a scale of 1 -5
•Estimated Attendance –650 per show
•Created a high level of outdoor musical entertainment in a safe and family friendly
environment during this challenging time.
•Received coverage in the Vail Daily, KZYR radio, and many social media platforms.
Estimated Attendance Results
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•Estimated attendance:
•If non-ticketed event, what method did you use to estimate attendees.
We counted and observed an average number of people stopping to watch the
shows.
•Number/percentage of people who came specifically for event:
65% -A mixture of locals and tourists who came after seeing our announcements
online and in print. Remainder were tourists walking by the event.
•Number/percentage of people who attended the event last year:
First year for the event.
Estimated Attendee Profile Results
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•Attendees came from (local, regional, out of state, international):
Attendees came mostly from local and regional areas including the front
range and western slope. Locals who saw our advertising or heard through
word of mouth came to enjoy our shows, as well as tourists, many from out
of state, who walked up and were delighted with the surprise.
Estimated Spending Results
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•Estimated average spending per person:
•Dining: $85
•Shopping: $95
•Lodging: $295
•Other Activities: $115
•Total average spending per person: $148
•Town of Vail spending the event/program generated:
Formula: # of attendees x total average spending = $96,200
NPS (Net Promoter Score)
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Attendee Response: How likely is it that you would recommend this event to a
friend or colleague? Extremely Likely
The NPS Calculation
Calculate your NPS using the answer to a key question, using a 0-10 scale:
How likely is it that you would recommend [brand] to a friend or colleague?
Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through
negative word-of-mouth.
Event Strengths & Weaknesses
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•How did the event exceed expectations?
The growth of the event and business activations that continued through the summer
were apparent. While speaking with adjacent business owners on the impact of our
events, they had only positive feedback.
•What are areas for event improvement?
At the onset of this programming, we were advised to not promote prior to the event in
order to avoid over-crowding. Since that time, we have successfully implemented
promotions that encourage attendance while keeping the crowd dispersed with
frequent set breaks. By investing in our production equipment and branding, we are
now presenting a production image in-line with the Vail brand.
•How did this year’s event compare to last year?
First summer with this activation.
Vail Brand Compatibility
The Premier International Mountain Resort Community
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•How did the event /program support the Vail Brand?
We provide high level entertainment with a professional production that
operates very efficiently. We are family friendly and accessible to all.
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
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•How did the event impact Vail’s sense of community?
Surprise and delight for Vail visitors of all ages to engage in an outside and
safe live music environment.
Being able to employ musicians and staff from around the valley in a safe
atmosphere and at fair wages.
Locals and visitors frequenting adjacent businesses during the duration of the
event as an activity.
Topline Marketing Efforts
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•What are the top 3 successful marketing tactics, executions or results from your
event/program?
•Facebook: With almost 7k followers, we leveraged our existing fan base as well as
the fans of our large roster of musicians for organic and promoted posts on a
regular basis.
•Radio: KZYR sponsored our series with 40 :60 second commercial spots, plus 2
interviews.
•Instagram: With nearly 6k followers, we posted content to the feed, stories, and
IGTV. We also shared many fan stories for 24 hours during the concerts.
•Please attach complete marketing plan to end of presentation.
Potential for Growth & Sponsorships/Media Exposure
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•How do you see the event evolving next year?
While audience restrictions continue to be in place due to Covid-19, we would want to
have more frequent events with an expanded musical roster.
•What sponsors do you plan to target next year?
We intend to target media, lodging, and production partners.
•How will you leverage media exposure and extend the marketing reach next year?
As we grow, our media outreach will increase with more stories to tell. With the
continued backing from the Town of Vail, we will expand our messaging on why Vail is the
place to be.
Sustainability Efforts
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•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail?
We follow all the sustainability efforts that are currently in place with the town.
•What waste reduction methods were used during your event/program?
“Leave no trace” when setting up and breaking down. Also, we do a thorough site
review to pick up micro trash after every event.
•How could you improve on sustainability efforts for next year’s event?
Stage announcements reminding visitors of Vail’s sustainability efforts.
The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both
our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy,
resource efficiency, ecosystem protection, and community awareness and education.
Event Budget
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* Event producer to attach detailed budget for recap
Additional Information/Appendix
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•Provide detailed budget in the Appendix
•Provide final marketing plan in the Appendix
•Provide any additional information or marketing materials you think the CSE would
benefit from