HomeMy WebLinkAbout05. Event Recap 2021 Winter Ambient Strolling EntertainmentEvent Recap: Strolling Entertainment in Vail Village & Lionshead–Winter Ambient May 5, 2021
Winter Ambient: Thurs –Sun | Jan 1 –Apr 18, 2021Diane MoudyPhone: 970.331.4670diane@resort-entertainment.com
Event Strengths & Weaknesses•How did the event exceed expectations?The flexibility of artists to perform in numerous locations during any weather conditions allowed for consistency in weekly performances. Regular social media and local press coverage helped with program visibility. Street locations allowed for crowds to stay mobile and not gather, helping with COVID restrictions.•What are areas for event improvement?Costumed characters were adjusted to represent different holidays and more unique performances as the winter progressed. Eventually, musical groups became the sole focus of the strolling street entertainment program in Vail Village and Lionshead. •How did this year’s event compare to previous years?This was a first-year event.
Vail Brand Compatibility•How did the event support the Vail Brand? The high-quality entertainment provided by all artists represented the Vail Brand. The surprise and delight aspect of seeing talented street buskers created many smiles on the faces of locals and tourists alike. The accessibility of the artists added to the après ski ambiance in town.Brand Positioning:•Town of Vail: The Premier International Mountain Resort Community•Vail Mountain: Like nothing on earth
Community Contribution•How did the event impact Vail’s sense of community?Vail visitors of all ages were able to enjoy entertainment by characters and musicians in an outside and safe environment.During these times of restricted shows for audiences, we were able to employ artists for 60 live character acting sessions and nearly 500 live musical performances over 16 weeks. The majority of all artists engaged are from Eagle County, therefor many locals passing by were happy to see their friends playing music in Vail.
Topline Marketing Efforts•Include overview of top 3 most successful marketing tactics or executions•Instagram: Stories posted every week on Instagram were tagged with all artists, @discovervail and @vailgov and featured on the REG’s Highlighted Stories for Strolling Vail. •Facebook: Shared Instagram stories for more impressions and engagement. •PR: Events with full artistic lineup, locations and times were featured regularly in Vail Daily’s “Tricia’s Picks” entertainment preview. •Please attach complete marketing plan to end of presentation.
Potential for Growth & Sponsorships/Media Exposure•How do you see the event evolving or growing next year?More characters developed, relevant to holidays. More interactive potential with characters and larger musical gatherings due to COVID restrictions being lifted.•What sponsors do you plan to target next year? (Including existing and potential sponsors)Media partners can help spread the word on what Vail is doing during après ski hours.•How will you leverage media exposure and extend the marketing reach next year?As we’re able to book musicians earlier, we’ll be able to leverage those musicians to promote their own performances in town and draw more people. They will also be tasked with tagging @discovervail and @vailgov in their social posts.
Sustainability Efforts•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?Our characters and musicians follow a strict “pack in/pack out” policy with equipment, trash and recycling. •How could you improve on sustainability efforts for next year’s event? Asking spectators to make sure they pick up after themselves if they stay and watch the music for a while. Reminding people to keep it green.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* Event producer to attach detailed budget for recapExpense ItemCostTalent Fees (Musicians/Characters)$102,000Labor (Production/Photography)$3,300Marketing Team$2,500Insurance$153Management$12,000Total Expenses: Winter Ambient$119,953