HomeMy WebLinkAboutTOV-VAN Spring 2021 Wrap Up Report-1 copyVail Astronomy Nights –
Spring 2021
Presented on July 7, 2021
And I leave the children the long,
long days to be merry in a thousand
ways and the night and the trail of
the Milky Way to wonder at…
Williston Fish, “A Last Will” 1898
Vail Astronomy Nights
Saturdays –March 6, 13, 20, 27 & April 3, 2021nin Vail Village & Lionshead
J. Brian Hall
Event Producer
Blue Creek Productions, Inc.
Office: 970.328.5855
Mobile: 970.376-2594
brianhall@bluecreek.com
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There is joy and wonder everywhere when
you see the world through the eyes of a child.
Overall Event or Program Highlights & Successes
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•Identified NPS of 83%
•Chosen “Top 5 Things to Do” by Vail Daily in Weekend
Entertainment Edition.
•100% response to “would you return to our event?”
•Great mix of visitors excited, wowed. “Wide eyed novices” to
“diehard enthusiasts” who like to tell us what they know.
•Great event for all ages –kids/parents/grandparents/young
adults/mature adults
•Created Educational/Activity Tent for longer engagement.
Program Impact, Testimonials & Observations
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•Repeat guests! We had a great
number of people who said they had
been to our event at Thanksgiving and
Christmas and couldn't wait to come
again. Left asking when is the next
Astronomy Night?
•Again our crowd was high end,
intelligent group. People were excited,
wanted to learn more and wanted to
know when we were doing the event
again. Thanked us for showing them
the stars.
Program Impact, Testimonials & Observations
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•Really nice broad mix of guests -Lots of
families, lots of younger and older
couples. Worked well with all groups.
Had shopkeepers come out and workers
come by to stargaze again. We had a
following.
•People came by on their way to dinner
and then back after they dined.
• Some people came by for a few minutes,
some would stay 45 minutes to an hour.
•A lot of us sharing knowledge, websites,
tips on how to view the ski and other
follow up info with our guests.
Estimated Attendance Results
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•We used a hand clicker to count people as they enter our area. 1,370 total.
•Estimated attendance -Vail Astronomy Nights Christmas & New Years 2020
Our 3 shows at Christmas averaged 214/night for 2 hours
•Our 5 shows Spring 2021 averaged 274/night
•We would have 30 to 50 people waiting in line for us to open.
•Number/percentage of people who came specifically for event/program:
* Event serves is a reinforcement of guests’ decision to choose Vail as a
special place for their vacation. High end, intelligent event. People were
searching us out –looking for our event.
•Number/percentage of people who attended the event last year:
* First year program –but we had people come back from our programs
offered at Thanksgiving and Christmas.
Estimated Attendee Profile Results
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•Where did attendees come from? (local, regional, out of state, international):
•International:7% (Australia, Venezuela, Mexico, England)
•Out of State:25% (Texas, Florida, New York, Michigan)
•Regional/Colorado:46%
•Local:22%. *Big jump on locals coming into Vail!
Estimated Spending Results
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•Estimated average spending per person:
•Dining: $85
•Shopping: $40
•Lodging: $275
•Other Activities: $75
•Total average spending per person: $475
•Town of Vail spending the
event/program generated:
Formula: 1,370 of attendees x total average
spending = $ 650,750.00
$650,750 –10%adjustment for more locals
= $585,675
NPS (Net Promoter Score)
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Attendee Response:
How likely is it that you would recommend this event/program to a friend or colleague?
83%
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/program exceed expectations?
Like at Thanksgiving and Christmas/New Years, the excited,
passionate response of our guests blew us away. There was a long line
waiting for us to open. They were excited about what they were able to
view and learn. They really were into it and had fun.
The knowledge, professionalism and inviting communication skills of
our astronomer/hosts and the high professional grade of our
telescopes.
•What are areas for event/program improvement?
•Continue to improve communications
•How to handle increased demand
Vail Brand Compatibility
The Premier International Mountain Resort Community
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•How did the event /program support the Vail Brand?
Exceptional presentation lead by world class specialists and hosts –with state of
the art telescopes. We are on point as being a great event representing of what
Vail stands for –exceptional, world class “unique” experiences. Incredible star
gazing from this altitude!
Our staff is awesome, friendly, sincere, engaging. We are able to connect with
kids, parents, grandparents, single adults young and old. This event is more
than just star gazing. Many mountain resorts can off similar amenities, but it’s
our people, our sense of welcome, our conversations, our warmth that can
make Vail stand out.
Community Contribution
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•How did the event/program impact Vail’s sense of community?
In the context of our guests, no one goes on vacation to feel like a “tourist”.
They all want to feel like they belong, if they feel that way, they brag about it to
others when they get home. Everything we do, from the moment our guests
arrive, the star gazing, the items in the educational tent -to the simple
conversations we have with kids, parents and other guests exudes a sense of
welcome and caring about their experience. Whether you a local, live here part
time, or just visiting, come on by, look at the stars and have some fun with us.
Shared experiences of wonder and enchantment -build a sense of community.
Topline Marketing Efforts
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•Hotel/Concierge Program –1,000
postcards delivered through the
event week
•Strong internet and social media
presence, with timely updates
prior to and during event. Sent out
“what’s in the Sky Tonight” sky
viewing tips piece. Posted photos
to website, Facebook, Instagram
and other content providers.
•Pushed for editorial in media –
Chosen “Top 5 Things to Do” by
Vail Daily in Weekend
Entertainment Edition.
Topline Marketing Efforts
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•Please attach complete marketing plan to end of presentation.
Art used for posters, postcards, website, ads, Facebook and Instagram posts.
Potential for Growth & Sponsorships/Media Exposure
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•How do you see the event/program evolving next year?
More nights during holidays periods and extending into other times of the
Winter and early Spring. Look at creating a summer program. Invite local
schools.
•What sponsors do you plan to target next year?
Arrabelle Hotel, The Ritz Carlton, Vail Resorts Inc., Vail Marriot
•How will you leverage media exposure and extend the marketing reach next year?
We can provide interesting/unique content to the Vail Daily, TV8 and radio. We
hope to exchange for a favored deal on a promotional program and
editorial/news coverage.
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 re -use the same sky each night’s event. Seriously, we don’t really create
trash at this event. We bring in and out all our equipment.
•What waste reduction methods were used during your event/program?
N/A
•How could you improve on sustainability efforts for next year’s event?
N/A
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 Snapshot
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*Event producer to attach detailed budget for recap
Item $
Total Event/Program Budget:$15,000.00
CSE Funds:$15,000.00
Cash Sponsorship (not CSE):0
In-kind Sponsorship:0
Marketing Budget:$4,150.00
Profit & Loss:0
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Marketing, Event
Operations.
Vail Astronomy Nights –Spring 2021
Marketing Plan
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Vail Astronomy Nights –Spring 2021
Budget
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