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Home My WebLink AboutCRC 2020 Event Recap VAIL SKATING FESTIVALEvent Recap: 2020 Vail Skating Festival Cultural, Recreational & Community Category (Presentation Date: January 6th, 2021) Highlight Video of Tomoki Hiwatashi 2 2020 Vail Skating Festival Dec 6th-26th, 2020 Eddie Shipstad 303-947-6113 www.vailskatefest.com 3 Overall Event Highlights & Successes 4 •December 26th show was the “#1 Event to see in Vail” from the Vail Daily •Great attendance each week. The Solaris is a perfect location to social distance (people respected each other’s space before, during, and after the shows) •Event layout (stanchions and spacing for 75 spectators inside the ropes, two security guards, ushers to assist people with seating, announcements every 5-minutes of our sponsors and viewing instructions with social distancing, additional sound brought in the last two weeks, all contributed to an amazing experience for guests and residents) •Ads in the Vail Daily looked amazing. We went from ¼ page ads to ½ page vertical ads and it looked great! •The number of spectators that came up to us after the show to say thank you was very rewarding. People LOVED seeing live entertainment. •Events like this show why Vail is a premier destination. People were blown away with this level of free entertainment. Estimated Attendance Results 5 •Each week the shows increased in spectators ranging from 150-350 •5:00pm shows always had more spectators than the 6:00pm show •The street level on the south side and the balcony were great vantage points for spectators •I used video and photos to get numbers of attendance Estimated Attendee Profile Results 6 •Attendees came from (local, regional, out of state, international): •We had many spectators with foreign accents. Japanese skating fans immediately wanted to talk to Tomoki Hiwatashi at the end of the show on December 26th. •We had some skating fans from the front range attend the event only for the event. •Majority of the event was from guests of Vail walking by and seeing the skaters practice and then stay for the show. •Many spectators came from seeing the ad in the Vail Daily. •On December 26th, I believe most of the audience was from people walking by and staying as well as the Vail Daily’s #1 event to see over the weekend. Event Strengths & Weaknesses 7 •How did the event exceed expectations? •People respecting the social distancing guild lines •Excellent attendance (especially Dec 19 and 26) •World class elite skating matches the World level destination of Vail •What are areas for event improvement? •Sound was much better the last two weeks (hired sound engineer and did not use BOL’s system.) •How did this year’s event compare to last year? •The outdoor show aspect was so much better with the flow of the show, theatrical lighting, and new sound system. Vail Brand Compatibility The Premier International Mountain Resort Community 8 •How did the event /program support the Vail Brand? •WORLD CLASS SKATING MATCHES PREMIER INTERNATIONAL MOUNTAIN RESORT!!! •No other resort in the world offers free live entertainment like Vail. I believe it blows people away to see the level of outdoor production and entertainment. •My family skied 5-weeks in a row during our stay in Vail (3 weeks at Vail, 1 at Beaver Creek, and 1 at Keystone). The Town’s communication with guests about masks, social distancing, pass scanners, and the ski concierge in all lift lines was completely different in Vail than the other areas. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 9 •How did the event impact Vail’s sense of community? •The guests and residents of Vail were thrilled with the event! I heard many great comments from both groups. •Vail is a leader in giving their guests the ultimate experience. Events like ours demonstrate that The Town of Vail is second to none at creating memories that will last a lifetime. An amazing time on the mountain, world-class free entertainment before dinner, and at one of the most beautiful locations on earth! Topline Marketing Efforts 10 •What are the top 3 successful marketing tactics, executions or results from your event/program? •1) Vail Daily ½ Page Ad and 50,000 views on the website •2) Word of mouth by visiting the hotels, resorts, and businesses around Town (having flyers, business cards, and posters to leave out or give to their guests). •3) Making #1 on the top things to do in Vail the last week was fantastic. We made #3 the week before as well. •4) Facebook advertising and posts 4 days a week helped the Front Range Community know about the event and be able to come up and make a day or evening of it. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 11 •I would love to see the FREE events continue. I believe it is an event that separates the Town of Vail from other resorts around the world. •Bring back the Ice Spectacular show at Dobson Arena. •Bring back the Clinic/Seminar twice a year (summer and the week of the Ice Spectacular). •What sponsors do you plan to target next year? •I still believe that a real estate company would be ideal for our target audience as well as getting back our figure skating sponsors as well. •How will you leverage media exposure and extend the marketing reach next year? •Half page ads, more visits to the concierges on a weekly basis, gain back the front range and nation-wide participants for the entire event, more accessibility to the Vail Daily for in-person interviews with our athletes. Sustainability Efforts 12 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •LED Lighting •Location that already has excellent trash and recycling bins for guests visiting the area. 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 13 * Event producer to attach detailed budget for recap Item $ Total Event Budget: CSE Funds:$32,000 Cash Sponsorship (not CSE):$9,000 In-kind Sponsorship:$0 Marketing Budget:$4,025 Profit & Loss:$4,500 Profit How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Vail Daily, Posters, Business cards, hotel fees, skaters’ fees, Solaris Rental, Rehearsal ice, US Figure Skating Sanction, sound Additional Information/Appendix 14 Staffing $14,000 Hotels $5,500 Office/Operations $2,550 Fuel/Parking $1,221 Advertising $4,025 Postage $150 Lighting $9,000 TOTAL $36,446 CSE $32,000 Sponsors $9,000 PROFIT $4,554