HomeMy WebLinkAbout02. g. VAF2021 Event RecapSurveyed Event Recap: 2021 Vail Arts Festival
Cultural, Recreational & Community Category
September 1, 2021
Vail Arts Festival: June 18-20, 2021
Laurie Asmussen
Phone: 970.376.3756
laurie@vailartsfestival.com
2
Overall Event Highlights & Successes
3
•The overall event successes included:
•Overall attendance was estimated at 13,000 over three days
•Estimated economic impact of $1.3 million over three-day weekend
•Improved layout due to Covid concerns, with safety of guests and promotion of
existing businesses in Lionshead village the top priority for a successful event
Questions from CSE
4
Attendance Estimate
5
•Estimated attendance: 13,327
•Number/percentage of people who came specifically for event: 35%
•Number/percentage of first-time attendees: 68%
We hope to increase 2022 attendance as Covid-19 variances are addressed and
attending artists and guests feel more comfortable at public events
Visitor Type
6
•Was this the visitor type split you expected? No, but pleasantly surprised
•Why or why not? Please explain. Historically, we have seen more Out-of-
State than In-State/Local attendees
•What steps would you take to optimize visitor mix for future events? Post-
covid will allow for more broad marketing of the event
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State
47%
3%
13%
37%
20%
4%
27%
44%
64%
6%
17%14%
61%
4%13%
22%
76%
6%
15%
3%
55%
8%8%
29%
48%
12%16%
24%
58%
8%
20%15%
84%
8%8%
41%
3%
11%
46%
Vail Arts Festival -Came for Event by Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
N =37
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
7
•What measures did you take to encourage attendees to book
lodging in the Town of Vail?
Promoted Vail-only properties. We intend to take additional
measures in the future to promote staying in Vail.
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Other Day Trip
32%
10%
15%
12%
28%
4%
42%
8%
15%15%16%
3%
21%15%13%18%24%
8%
33%
8%13%13%
23%
8%
29%
11%17%15%
24%
5%
34%
10%14%18%17%
7%
27%
8%
18%
9%
25%
2%
11%
45%
11%14%
2%
20%
1%7%
38%
3%8%5%
43%
1%4%
36%
6%
28%
11%14%
5%
Vail Arts Festival -Accommodations
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
N =107
Overall Visitor Profile
8
•Who was your anticipated target demographic? Males/Females, ages 30--60 years old
•Did you reach your target demographic? Yes; Average age of attendees, 58.4 years old, 59%
•What would you change to attract that audience next year? Add additional event
components to attract visitors such as music and wine tastings
0%
20%
40%
60%
80%
100%
Self Spouse or significant
other
Friends Only Friends and Family Family (including
children)
Family (not including
children)
Group
10%
38%
10%
6%
30%
6%2%
28%
12%8%
42%
7%10%
33%
10%7%
30%
9%10%
44%
7%4%
21%
13%9%
34%
9%8%
34%
6%8%
24%
9%3%
44%
10%
2%
20%
29%
12%
4%
27%
3%1%5%
18%12%9%
39%
14%
2%
15%
50%
8%3%
19%
5%1%
21%22%
7%5%
15%
30%
Vail Arts Festival -With Whom Attended
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
N =107
Role/Importance of Event in Intent to Visit Vail
9
•What actions did you take this year to generate the number of overnight guests?
Targeted advertising locally and via social media
•How would you increase the number of overnight Vail guests coming for the event next
year? Advance advertising via mediums used by VLMDAC
0%
20%
40%
60%
80%
100%
Came for event Heard about it after arrival
46%
54%
42%
58%
35%
65%
38%
62%
30%
70%
31%
69%
49%51%
34%
66%
48%53%
35%
65%
Vail Arts Festival -Reason for Visiting Vail
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
N =107
NPS (Net Promoter Score)/Likelihood to Recommend
10
•Do you think the NPS scores reflect the attendee event experience? Our goal is to
constantly improve the event and hope the NPS improves as well.
•What steps would you take to improve the NPS scores for your event next year? Add
additional event components to enhance guest experience
61 57 51 45 60 50
96
52
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Net Promoter ScoreRecommendation DistributionAxis Title
Net Promoter Scores
Promoters Passive Supporters Detractors NPS
Estimated Return on Investment (ROI) & Attendee Expenditures
11
10,455
15,149 14,472 14,772 15,714
18,156 18,418
15,980
13,327
7,468
10,821 10,156 10,258 10,803 12,626 13,046
10,743
8,339
3,137 3,782 3,893 3,522 3,393
5,642 4,385 5,103
2,884
$836,792 $1,270,692 $1,006,293 $888,877 $961,449 $965,426
$1,295,278
$895,475
$1,800,310
$(1,500,000)
$(1,000,000)
$(500,000)
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
VAF -Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for VAF)Gross Revenue Generation
Estimated amount of spending/day: $135 per attendee day
Event Strengths & Weaknesses
12
•How did the event exceed expectations? By re-configurating the event
layout to keep it safer for guests due to Covid-19, we encouraged guests to
come out and enjoy the event.
•What are areas for event improvement? Goal is to improve guest
experience by adding additional event elements that encourage them to
stay in Lionshead longer, such as music and family entertainment in
Arrabelle at Vail Square.
•How did this year’s event compare to previous years? Attendance was
greater than expected, due to Covid-19. The layout of the event created
an easier path through the exhibits, allowing for greater interaction with
the artists.
Vail Brand Compatibility
13
•How did the event support the Vail Brand?
-Jury process included outreach to new artist applicants and
evaluation of all applications and discussions regarding fit with Vail
brand
-Continued focus on site layout/Festival improvements meant to
enhance guest experience and compliment existing businesses and
activities, following Covid-19 outbreak the previous summer.
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
14
•How did the event impact Vail’s sense of community?
Collaborated with artists to lay out the site to create more room for guests to
move through site and access retail and restaurants during event hours.Also
worked closely with Arrabelle staff to allow for outdoor dining areas for take
out meals.
Event goals each year are to welcome guests to meet the artists and enjoy
the process of creation of collectible art.
Topline Marketing Efforts
15
•Vail Daily two-page ad truck spotlighting featured artists at the show
•Increased social media presence via social media channels
•Inclusion on Discover Vail pages and advertisements
•Please attach complete marketing plan to end of presentation.
Potential for Growth & Sponsorships/Media Exposure
16
•How do you see the event evolving or growing next year? Growing the number of
artists as the site plan allows and adding additional guest attractions such as static
displays, music and wine tasting.
•What sponsors do you plan to target next year? (Including existing and potential
sponsors) We want to incorporate new sponsors and will continue to pursue
throughout the year leading up to the event date
•How will you leverage media exposure and extend the marketing reach next year? If
budget is increased, front range targeted advertising would be purchased
Sustainability Efforts
17
•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail? Reusable shopping bags were
used; All merchandise was put into reusable bags; posters were sold including
paper tube, no bags.
•What waste reduction methods were used during your event/program? We
worked closely with TOV public works to offer recycling and trash containers
throughout site. Our team also worked with Arrabelle at Vail Square staff to sort
and dispose of recycling and trash.
•How could you improve on sustainability efforts for next year’s event? By
following any initiatives set forth by the Town of Vail
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
18
* Event producer to attach detailed budget for recap
Item $
Total Event Budget:$25,250
CSE Funds:$7,088
Cash Sponsorship (not CSE):-0-
In-kind Sponsorship:$2,000
Marketing Budget:$8,200
Profit & Loss:$2,910
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Staffing, operations,
event supplies, signage