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HomeMy WebLinkAbout02. d. TOV Recap VCBC 2021 FinalCSE Meeting Presentation September 1, 2021 Surveyed Event Recap Vail Craft Beer Classic Cultural, Recreational & Community Category WATCH THE RECAP VIDEO Vail Craft Beer Classic - June 25-26th Kristen Slater 505-690-1957 Kristen@tppevents.com Overall Event Highlights & Successes Top Successes • Double ticket revenue compared to the last (almost) three years • Highest NPS score we’ve gotten • 82% of paid lodging was in Vail • 267 Estimated room nights generated by the event, $345 average rate for the duration of their stay. Questions from CSE Attendance Estimate • Was this the attendance you expected? • 2021 was very hard to estimate attendance. We were unsure how COVID would effect buying habits for beer enthusiasts and if they’d feel safe attending a sampling event. We went on sale at 175 per session, then were able to expand to 350 per session - estimating that crowd would still feel comfortable with 50 vendor tents. Even with capacity challenges we were able to have our highest ever ticket revenue. • How would you impact attendance next year? • In 2021 we went into the event with the assumption that we would need to have somewhat limited capacity in public. This impacted our venue choice at the Lower Bench Park. In 2022 we hope to return to the Vail Village or a larger venue and bring back the Sip at the Summit event. TOTAL TICKETS - 1270 FRIDAY SESSION 1 - 250 FRIDAY SESSION 2 - 300 SATURDAY SESSION 1 - 350 SATURDAY SESSION 2 - 370 TOTAL TICKET REVENUE Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Visitor Type • Was this the visitor type split you expected? Why or why not? Yes - we usually expect to see about 30-40% of visitors from out of state and about 10% from the greater Vail Valley area. We were somewhat surprised to see new states on our list with more traveling from NE, OK than we’ve seen at our other events. • What steps would you take to optimize visitor mix for future events? Continue to market to in state and out of state guests to help them plan a trip to Vail for the event. IN STATE - 65% OUT OF STATE - 35% Overnight Visitor Profile • What measures did you take to encourage attendees to book lodging in the Town of Vail? Every ticket purchaser receives an email with our lodging partners information. We have tracking codes and links to help track the number of nights booked by the Classic. We also highlight dining and other activities to enjoy in town. WHO DID YOU TRAVEL WITH? HOW MANY NIGHTS DID YOU SPEND ON THIS TRIP? WHERE WERE YOUR LODGING ACCOMMODATIONS? AVERAGE WEEKEND LODGING SPEND - $345 82% of paid lodging was in Vail Overall Visitor Profile • Who was your anticipated target demographic? Yes. We targeted mostly active professionals and also to empty nesters. Our target demographic is highly educated with a disposable income and attend either with their significant other, or in a group of friends. • Did you reach your target demographic? Why or Why not? Yes! Our target demographic is 25-45 active professionals • What would you change to attract that audience next year? We intend to market to similar demographics and attract more total guests. AGE HOUSEHOLD INCOME GENDER COLLECTED FROM TICKET PURCHASER COLLECTED FROM POST-EVENT SURVEY COLLECTED FROM TICKET PURCHASER Overnight Visitor Profile • What actions did you take this year to generate the number of overnight guests? Having afternoon sessions and full day passes to encourage guests to stay in Vail after their session ends. We send out communications with messaging to “plan your trip” and “book your weekend activities” to encourage people to stay longer outside of their festival visit. • How would you increase the number of overnight guests coming for the event next year? We’d like to continue to expand back to a larger venue in 2022 to attract more total guests to the event. We’d like to bring back the Sip At The Summit event and beer dinners to differentiate the schedule and have more days of activities. DID YOU VISIT VAIL IN WHOLE, OR IN PART BECAUSE OF THIS EVENT, OR DID YOU HEAR ABOUT IT AFTER YOU ARRIVED? NPS (Net Promoter Score) Likelihood to Recommend • Do you think the NPS scores reflect the attendee event experience? Overall yes. We got wonderful reviews of the event as a whole. Our biggest complaint was the weather over that weekend. This was the highest NPS we’ve gotten in our 5 years producing the event. • What steps would you take to improve the NPS scores for your event next year? We’d like to move back to a bigger venue to accommodate more breweries and more attendees. NPS 76 Estimated Return on Investment and Attendee Expenditures • What did your event do to encourage spending in Vail? • We send out several communications about outdoor activities, shopping and dining opportunities during a trip to Vail. We direct visitors to other local establishments to spend with during their visit. • We created our session times to not cover the lunch or dinner hour to encourage dinging in town. Retail Average $286 Dining Average $263 Other Activities Average $119 Lodging Average $345 dining Event Strengths & Weaknesses • How did the event exceed expectations? • We sold almost double the ticket revenue of previous years! • Knowing that COVID would still be quite prevalent in June we had a great plan to mitigate crowd sizes and host several sessions. • This was the best lineup of breweries we’ve ever had. They all had an exceptional time and plan to attend this festival annually. • What are areas for event improvement? • We’d like to move venues to accommodate more people • Food was a pain point for this event in 2021. We had an exceptionally hard time getting restaurants or food trucks to serve at the event • Having a larger venue, we’d be able to accommodate seating options for guests and longer sessions • How did this year’s event compare to previous years? • We’d like to see this event return to a large Toast of Vail event, Sip at the Summit, and add back the beer dinners. • We now have a large following of loyal beer lovers who won’t miss this event. Expanding the schedule and offerings will make for a great event in coming years. Brand Compatibility • How did the event support the Vail Brand? • As a beer festival, this one has an elevated look, venue and overall feel compared to standard beer festivals. • High end beer brands that don’t participate in most festivals, but like this one for the elevated demographic. Community Contribution • How did the event impact Vail’s sense of community? • The event continues to support the Vail Valley Mountain Trails Alliance as the beneficiary and nonprofit partner of the Vail Craft Beer Classic. We try to include as many local businesses as we can in our lodging, restaurant and local business partners featured at the event. • New in 2021, we partnered with Shakedown Presents and MAPS Music for our local bands as well • We incorporated several local valley breweries Topline Marketing Efforts • Include overview of top 3 successful marketing tactics of executions • Marketing to our database we’ve built over the years. Partnering with other events that weren’t able to be produced in 2021. • Facebook and Google Ads to specific demographics. • Strategic partnerships with the Colorado Brewers Guild, Porchdrinking, and other beer/mug club membership groups. • New PR agency that did quite well for our event space 2021 Press Potential for Growth & Sponsorship/Media Exposure • How do you see the event evolving or growing next year? This event has built a reputation and a following of loyal beer lovers who make it an annual tradition. We hope to bring back the Sip At The Summit event, beer dinners and ancillary events with local business partners to expand the schedule and round out a full weekend’s activities. We want to move to a larger venue and get away from small sessions if possible. • What sponsors do you plan to target next year? Including existing and potential sponsors. • Bulleit Bourbon • Smartwater • How will you leverage media exposure and extend the marketing reach next year? • This year we were able to get excellent video and photo coverage from the event that we can use to attract guests next year. • Excellent partnership with Porchdrinking, a national beer drinking publication • Having 2 years of data we can continue to reach similar demographics who are attracted to our festivals. Sustainability Efforts • What measures were taken at your event to support the environmentally- friendly goals of the Town of Vail? • Return to reusable mugs for beer • Compostable products used for food vendors • What waste reduction methods were used during your event program? • 3 stream waste measures • Partnership with Walking Mountains Science Center for waste sorting and diversion. We had an 86% diversion rate with 661lbs recycled and 225lbs composted. • How could you improve on sustainability efforts for next year’s event? • Water refill stations • Better job with food vendor waste Event Budget How did you use the CSE funds? CSE Funds were used for marketing and lodging for the breweries ITEM 2021 Total Event Revenue CSE Funds Cash Sponsorship In Kind Sponsorship Marketing Budget $205,723 $44,300 $18,000 $65,000 $24,280 2020 $122,211 $50,000 $13,250 $25,000 $8,232 Ticket Revenue $75,123 $33,762 Profit & Loss $26,586 $18,963 Reviews & Survey Comments We didn’t have high expectations, given that COVID is causing such a ruckus. This event was fantastic! The event communications and staff were excellent and made it an enjoyable experience for our staff. Count us in for next year. - Jason, Brewer We’ve come to the Vail Beer Classic every year for 3 years with my parents and family friends. The beer selection this year was the best it’s ever been! The bands this year were great. - Nicole, 31 Guest This was our first event back since COVID. Our corporate office was very nervous to do it at all. The event was exceptionally well run and the crowd size felt safe with all that’s going on. Our booth got great interaction even though the crowd size was smaller during the session splits. Thanks for putting on a great event! - Elise, Sponsor Marketing Plan Print & Digital - $4,205 • Vail Daily, Porchdrinking, Thirst Magazine, 5280 Magazine, 303 Magazine, Westword Social Media - $8,500 Social Media - $8,500 • Facebook, Instagram, Google Ads PR - $3,500 Graphic Design - $2,500 Website - $2,500 Printing - $725 • Posters, fliers, roundabout banners We begin marketing in March, 2 weeks before tickets go on sale. As we have a longer lead time, we’ll market to out of state people and bring in our geographic target as time goes on. We market to a few key states that we see a lot. 75% of our marketing is in state to the front range and western slope. COVID Questions How impactful was COVID-19 to your decision to attend events this summer? Were you fully vaccinated before attending this event? In general, would you like to see pre-covid sized/ scaled events, or would you prefer to see events stay smaller overall?