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Home My WebLink About02. b. VFFF - CSE 2021 Event RecapVail Family Fun Fest 2021 Cultural, Recreational & Community Event Category To be presented in October 6, 2021 Vail Family Fun Fest 2021 Saturdays, July 3 to July 24, 2021 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.328.5855 Mobile: 970.376-2594 brianhall@bluecreek.com 2 Event photos - 1 3 Event photos - 2 4 Overall Event Highlights & Successes 5 •Guests were so appreciative to have this event back to Vail in a with a much more “Back to normal” way. We were able to bring a lot of our activities and contests back. •Made adaptations to operations and activities to take into consideration guest's concerns about personal space and Covid. •Identified NPS of 82 •Chosen “Top 5 Things to Do” by Vail Daily –Weekly Picks – 4 rd year in a row. •100% response to “would you return to our event?” Estimated Attendance Results 6 •Estimated 2021 attendance: 3,048 for 4 events -We showed a 93% increase over 2020 -We were 5% below show averages for 2019 -We do a grid count of approximately every hour to estimate our attendance. •We were surprised how events in general in the valley came back so strong. We worked to show consideration to people’s concerns by using more space and less touching of activity items. •32% of our guests are repeats from past years. *And we also see many of families come back week after week during the summer. Estimated Attendee Profile Results 7 •Our attendees are: 2020 2021 •In-state: 61% 63% •Out of state: 26% 23% •Out of country: 13% 14% Estimated Spending Results 8 •Estimated average spending per person: •Dining:$85 •Shopping: $39 •Lodging: $275 •Other Activities: $21 •Total average spending per person: $454 •Town of Vail spending the event generated: Total Impact: # of guests (3,048) X total average spending = $,383.792 Blue Creek Productions In-House Surveys 9 Are you? Vacationing: 77% Local: 10% 2 nd Homeowner: 13% How did you find out about us: Returning Guest: 27% Hotel/Concierge: 25% Internet: 22% (Google Search, Facebook) Word of Mouth: 10% Newspaper/Magazine: 10% discovervail.com: 6% Is this your first visit to Vail? Yes: 12% No: 88% Would you return to our event? Yes: 100% No: 0% Do you feel the event was fun? Yes: 100% No: 0% Blue Creek Productions In-House Surveys 10 VFFF 2021 –Select Survey Comments: -Fun, Fun, Fun -Love all the kids activities -Our kids were very happy -Kids had a blast! -Nice, friendly, funny staff -Loved it! -it’s great activities like this that keep our family coming back. -Well organized, always something happening. -Very interactive, engaging and informative! -Great hospitable staff. -Loved the “Balloon Toss of Death! -Loved the birds! -Family focused, entertained out children -Very fun! Hula Hoops and water ballloon contests were great. --Great to get kids involved in outdoor fun. -Loved it, Everyone was very nice. --My 4 year old daughter had fun! -Fantastic event!! Kids 8, 5 & 3 loved it. Adults loved it. -You are awesome! NPS (Net Promoter Score) 11 Guest responses to the question: How likely is it that you would recommend this event to a friend or a colleague? NPS 82 per our survey data. Event Strengths & Weaknesses 12 Event Strengths… •Great job of working to get back to ”Normal” and bringing back the core emotional fun and engagement of our event. Their kids enjoyed playing and having fun. •We are seeing a lot of people come back each year (27%) and come back week to week while in town. •We get a lot of compliments on our mix of fun (contests & challenges) and our educational activities (Birds of Prey, science tent) •Our great staff is key to maximizing our guests experiences in Vail. We get a lot of opportunities to slow down and talk with our guests. Event Strengths & Weaknesses 13 What are areas for event improvement? •We had lost our sponsors because of Covid in 2020. We were able to get Arrabelle back, but want to add more sponsors to get our event back to pre-Covid operations and marketing levels.. •We need more tents to mitigate the hot sun and allow families to relax and stay longer. •Just more things for kids to do, more for older kids too. Vail Brand Compatibility The Premier International Mountain Resort Community 14 •How did the event /program support the Vail Brand? When challenged by this health crisis and the limiting guidelines and protocols we rose to the occasion and greeted our guests with big smiles… I think we’re on point as being a great representation of what Vail stands for. Even when challenged by this Pandemic we put on a great show for our families and helped them relax and enjoy themselves or a while. Our staff is awesome, friendly, sincere, engaged. We are able to connect with the kids, their parents, and grand parents. Many mountain resorts can off similar amenities, but it’s our people, our sense of welcome, our warmth that can make Vail stand out. We present fun and engaging activities. Many of our activities are “old school” type fun. I think families have a blast and get a kick out of the simple fun we offer. And it’s free. I can’t tell you how many times I have a parent says “it’s great to something you can go to and just enjoy for free”. Everything can’t be free, but this event – when seen by our family guests, seems to help strike a well appreciated balance in their perception of Vail. And we tell them TOV underwrites this event –on the PA about every 15 to 20 minutes. Vail Brand Compatibility The Premier International Mountain Resort Community 15 Partner comments … Once again we want to thank you for your hard work on the Vail Family Fun Fest this summer during what still can be a challenging time.All our guests give us feedback that it was wonderful.To be able to offer a fun and safe experience for our guests makes a huge impact on how they feel about coming to our town. This type of free activation is a great addition to the Vail and Lionshead experience.Thank you for all your hard work this summer. Warm Regards, Zachary Meyers, General Manager -The Arrabelle at Vail Square We worked hard with our partners to make the most of how our event can help their businesses accomplish their goals. These partners are willing to serve as references and answer any questions you might have. Feel free to reach out to them for feedback on our programs and for comments of support. Zachary Meyers, GM of the Arrabelle Hotel Jonathan Brownley, GM of the Marriot Jack Diemare, GM of the Ritz Carlton –Lionshead Meghan Del Sol, Manager – Blue Moose Pizza, Lionshead Community Contribution 16 •How did the event impact Vail’s sense of community? McMillan & Chavis (1986) defines sense of community as "a feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members' needs will be met through their commitment to be together.” No one goes on vacation to feel like a “tourist”. This year, more than ever –they wanted to feel at home and safe. They wanted to relax and feel normal for a little while. Everything we do, from the moment our families arrive, the games -to the simple conversations we have with mom’s and dad’s while there kids are doing an activity, exudes welcome and warmth. Whether you a local, live here part time, or just visiting, come on in and have some fun with us. And we wanted you and your family to feel safe with us. Topline Marketing Efforts 17 •Strong vailfamilyfunfest.com website. •Gave out postcard sized info fliers when we visited hotels, lodges, stores and restaurants that appealed to families. Distributed info, fliers, postcards and posters. We hired a part-time person to help us execute marketing. •Strong internet and social media presence, with timely updates prior to and during event. Posted video and photos to website, Facebook, Instagram and other content providers. •Distribution to all local & regional events calendars and info venues. •Strong Lodging/concierge program. Work with them to help influence initial buy decision and insure repeat visits. Topline Marketing Efforts 18 Fliers, Postcards, Posters Vail Daily Ads Topline Marketing Efforts 19 Website Topline Marketing Efforts 20 Facebook & Instagram Potential for Growth & Sponsorships/Media Exposure 21 •How do you see the event evolving or growing next year? •Boy, this is always a great question. We are hoping, like everyone else, that this Covid thing is further behind us so we can get back to a larger event with less concerns. But if we are still under restrictive guidelines and protocols, we will adapt and present a great event with fun for everyone done in s safe manner. We learned a awful lot this summer about how to present a safe and fun family event under a pandemic, this experience will allow us to make quicker decisions and create a great event under what ever the world throws at us. •What sponsors do you plan to target next year? •We should back to a more “normal”, then we hope to get our hotel and lodging sponsors back on board. We will begin earlier to talk to possible sponsors. We are trying to get The Ritz and the Marriot to support us also. VCBA has been a great friend and supporter. And continue to talk to Epic Discovery-Vail Mtn., Vail Health, and Alpine Bank and Vail Health. •How will you leverage media exposure and extend the marketing reach next year? Create stories with photos about how we are back…Vail, us and the summer is here for you! Come play! Sustainability Efforts 22 •We developed a safer group of crafts and activities. All projects were simplified and made into “one way -pass forward” projects and kits. This led to a lot less waste. We did still clean and recycle any supplies we could. •Most of our Special presenters were chosen for their ECO, green or nature themes and content. We used Nature’s Educators (birds of prey) as they were presentational and so easy to work with in creating a great and safe presentation at our event •Staff members carpooled into event from home. Saved money and gas. •Trash was carried out or sorted using TOV receptacles. •We will look at creating a themed recycle day or game for next Summer •We were able to point families to add a Refill -Refresh water station in our event area. Event Budget 23 Item $ Total Event Budget:15,390 CSE Funds:13,290 Cash Sponsorship (not CSE):0 In-kind Sponsorship:0 Marketing Budget:2,940 Profit & Loss:0 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operating, Supplies and marketing Event Budget - Breakout 24 Additional Information/Appendix 25 MEMO To: CSE - TOV From: Brian Hall Date: 9/20/20 Re: Vail Family Fun Fest Marketing Plan. Vail Family Fun Fest 2021 Marketing Plan Goals: To produce an event that presents, represents, reinforces and supports Vail brand and position in the marketplace as a the premier international mountain resort community and family vacation destination. Our guests are international, regional and local family visitors to Vail. Ways to reach our target guests: • Present a strong presence on the internet and with social media to be visible when our guests search the internet for family and children’s events in the Vail and Colorado area. • Partner with like organizations or events who aim at capturing the same kind of guests and form partnerships to cross promote each other. • Execute a strong Lodging/Concierge partnership with Lionshead/Vail Lodges Arrabelle (Zach Meyers) The Marriot (Jonathan Brownley) The Ritz (Jack Demore) and other properties to help lodging sales personal in presenting Vail as vibrant family vacation destination with goal of positively effecting sales of lodging. • Execute a strong concierge/info center/merchant information program to capture guests once they are in town. Tactics: • Purchase of print ads 3/week first 2 weeks, 2/week last 3 weeks • Purchase of ads on Social Media Channels, FaceBook & Instagram. • Placement in all local and regional special events calendars. • Distribute digital and paper flier to hotel and lodges for their use • Email blasts to our 350 family program fan base addresses • Operate VFFF specific website – update photos weekly • Operate VFFF Face Book page - updates twice weekly • Operate VFFF Instagram account – update twice a week • Create & Distribute event posters to Lionshead, Vail and down valley merchants • Make personal visits to key Vail lodges/merchants to promote event • Create press release program – new PR theme sent every 2 weeks • Continue top notch Science presenter schedule for each week for fresh promotion subjects • Solicit editorial coverage of the event ¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨ ¨¨¨¨¨¨ P.O. Box 4510 Eagle, CO 81631 970-926-5855 970-692-2423 fax info@bluecreek.com