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CSE Recap 2020 VJFEvent Recap: Vail Jazz Festival Cultural, Recreational & Community Category December 2nd, 2020 Jazz in the Park, July 17th-September 4th, 2020 Amanda Blevins, Development Director 970.479.6146 amanda@vailjazz.org 2 Overall Event Highlights & Successes 3 •7 Live Concerts presented in Lower Bench Venue •7/7 scheduled events had 100% reservations at 175 capacity •Successfully navigated fluid COVID related event restrictions •Coordinated additional safety protocols including additional perimeter fencing, touchless COVID marketing materials, touchless donor stations, touchless reservation system, marked picnic spaces, additional social distancing space (10 ft between groups), mandatory masks, COVID signage + additional event security, limited capacity restrictions, mandatory RSVP lists. •Successfully implemented sponsor engagement and F&B cross marking strategies to further boost TOV economic impact Questions from CSE 4 Estimated Attendance Results 5 Estimated Attendance –1,150 Total completed surveys –68 Visitor Type 6 62% of the attendees came to Vail specifically for this event in 2020. Of those who came to Vail for the event, 55% were locals, and 43% were overnight guests. Due to Covid, we were unable to market the event out of state which reduced the attendance in related categories. Guest Satisfaction 7 What we were up against •Brand New venue with limited time to plan associated communication regarding parking and access •Last minute change to Covid event related protocol, dropping capacity from 300 to 175 per event •Backed the Ford Amphitheater which created conflicting event schedule issues. •The general feeling in the public space was divided because of social and political turmoil •The community was unaware of event restrictions Overnight Visitor Type: Overnight Visitors & Seasonal Residents Only 8 Vail Jazz Partnered with Vail Resorts and specific hotel properties to cross-promote the series to increase lodging reservations. Overall Visitor Profile 9 •Target demographic was 45+ age group, w/ higher education, and $75k+ income •We successfully reached our target group, however the largest piece of feedback was related to the limited capacity regulations/ restrictions imposed due to COVID Estimated Spending Results 10 •What actions did you take this year to generate the number of overnight guests? Vail Jazz partnered with individual hotel partners to advertise direct reservation systems partnered with unique tracking codes to convert our owned database into confirmed reservations. •How would you increase the number of overnight Vail guests coming for the event next year? Next year we hope to increase our event capacity back to pre-covid numbers, translating to greater opportunity to support block reservations and partner cross marketing activation. NPS Score (Net Promoter Score)/Likelihood to Recommend 11 What did your event do to encourage spending in Vail? Vail Jazz cross promoted local business in every communication in print and digital media tactics, and also encouraged guests to support restaurants by offering picnic deals for pre-packaged meals offered specifically for or event. Estimated Return on Investment (ROI) & Attendee Expenditures 12 2.86% 5.00% 92.14% Detractors Neutral Promoters Do you think the NPS scores reflect the attendee event experience? No. The NPS score was heavily influenced by Covid related event restrictions and were out of the control of Vail Jazz. What steps would you take to improve the NPS scores for your event next year? We hope to program our 2021 summer festival in normal fashion. Vail Brand Compatibility The Premier International Mountain Resort Community 13 The event met the standard of excellence by: •Branding: High quality and consistency of promotional materials, on-site branding, and collateral. Fully responsive website maintains and extends brand experience. •Programming: Quality and breadth of programming for performance series and educational programs match Vail’s reputation for world-class experiences. Our range of programs included a live experience and robust virtual concert series with virtually no time to plan our events. Event Strengths & Weaknesses 14 •How did the event exceed expectations? Vail Jazz had made the decisions to cancel summer programming in May 2020. This event series exceeded all initial expectations of our ability to program any live activities due to the COVID pandemic. We were able to “sell out” every show, while adapting to changing regulations. •What are areas for event improvement? Moving the venue back to a location with more foot traffic and away from another venue that has a conflicting event schedule would be ideal. Removing the event capacity limitations, and marketing limitations to getting back to encouraging guests from our of the state would only further support this and all live events. •How did this year’s event compare to previous years? This event was much smaller than our typical events. We had never used this venue before and had never had to impose such heavily enforced safety precautions on our guests. We also were forced to use in-state talent, and were limited on our marketing efforts. •Overall feedback was negatively impacted by Covid related restrictions made at a county and state level in a turbulent social and political environment which greatly influenced attendee survey responses. Community Contribution 15 •How did the event impact Vail’s sense of community? Vail Jazz implemented new marketing tactics to engage residents that were already in the valley. This event was offered free of charge, with the intent to boost spirits and bring our community back together in a time of social unrest. Vail Jazz partnered with the Eagle County Schools, Vail Daily, and Alpine Bank to offer this event on behalf of our community leaders, enthusiasts, and supporters that live within Eagle County. Topline Marketing Efforts 16 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Print media continues to be a major focus and has been effective at reaching our current and new audience- •Digital media –100% increase on Facebook engagement •Owned Database with e-blat communications •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 17 How do you see the event evolving next year? •Maintain the diversity of our venues and programming, and the accessibility of price points •Increase quality of artist lineup and dig into total number of events •Enhance patron experience through technological advancements and venue improvements •Getting back to pre-covid event load and budget What sponsors do you plan to target next year? In 2021, sponsorship objectives will focus on establishing relationships in the vehicle, financial and luxury lifestyle sectors by engaging more National Partners. How will you leverage media exposure and extend the marketing reach next year? •Push press releases to Denver and national publications/digital •Continue to encourage our internationally-recognized artists to share and promote posts/events on social media The “7S” ModelCurrent Revenue Revenue to Provide Resources for “Perpetuating Jazz with a Focus on Young Musicians and Young Audiences” Tickets Donors / Foundation Sponsors / Advertising In-Kind Donations 18 -Vail Jazz did not receive any revenue from ticket sales in 2020 -Short time frame for event planning restricted ability to obtain advertising revenue -Decreased opportunity to engage with cash sponsors due it COVID related event cancelations Sustainability Efforts 19 What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? What waste reduction measures were used? How could you improve on sustainability efforts for next year? •Vail Jazz upgraded our ticketing system this year to a ticketless/touchless system •All events provide marked trash and recycling containers. •All marketing materials to promote event were delivered digitally Event Budget 20 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$104,775.00 CSE Funds:$75,000 Cash Sponsorship (not CSE):$10,000 In-kind Sponsorship:$0 Marketing Budget:$7,000 Profit & Loss:$ How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing / venues Additional Information/Appendix 21 •Provide detailed budget in the Appendix-Attached •Provide final marketing plan in the Appendix-Attached •Provide any additional information or marketing materials you think the CSE would benefit from -Attached