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?