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Home My WebLink About02. d. SummerVail EE 2021 Event RecapEvent/Program Recap: Summervail 50 Education & Enrichment Category November 3, 2021 Summervail 50 :: July 19-30, 2021 Ramsey Cotter Phone: 970.390.5705 ramsey@jcottergallery.com Gaby Milhoan Phone: 970.343.0419 gabymilhoan@gmail.com 2 Summervail 50 :: Highlights & Successes 3 •Summervail 50: Celebrating Art, Culture and History of Vail talk featuring NY Times Art Critic Jerry Saltz sold out and was highly attended by members of the Front Range art scene. This particular event generated a buzz about art in Vail that has become a launchpad for future grants and funding for Summervail. •Had over 1,000 attendees and/or participants across the various events, workshops, celebrations and live art activations. •Fostered community collaboration from multiple programs and organizations including CMC, TOV, AIPP, Alpine Arts, Vail Valley Art Guild, Vail Symposium, Friends of the Vail Public Library. •Received coverage in local media and across multiple national social media platforms reaching a digital audience greater than 1M views. •Inspired and engaged an audience of creatives from all backgrounds to participate and volunteer in future programs. Program Impact, Testimonials & Observations 4 •People were moved by the power of community and how resourceful and innovative our town was… The connectivity and community support was out of this world and it was amazing to bring all of our programs together under one roof. Summervail invited conversation and critical thinking that the town was ready to engage in. •“I had no idea that this ever existed. This is exactly the type of programing that the town is missing.Summervail was a workshop that brought in so many high profile artists, how do we get them back?” •As a young professional artist in the valley I have struggled to find the art community I have been looking for. When I learned about Summervail I realized that there was a time when Vail was a destination for artists which has helped me to believe that it could be once again. I was able to attend the lecture by Jerry Saltz, preceded by a panel discussion with the founders of Summervail. That event was probably the most significant art experience I have had in the five years I have been living in the valley. I am optimistic that we as a community could create a culture that brings artists from around the world to participate in and be a part of and I think Summer Vail could be a catalyst to make that happen. - Ben Belgrad COVID-19 Impacts 5 What were the biggest challenges caused by the COVID-19 pandemic? Not knowing if we were going to be able to have scheduled events. Remaining hopeful and positive really helped get through the stress and trusting that if we had to we could easily move our programming online. Everything was up in the air, but we were prepared to shift and pivot had we needed to. We also had a lot of outdoor events and invited people to participate safely and with social distancing in mind. Being mindful around large crowds, distancing, encouraging masks, making sure any catered events have passed foods and not stations. Estimated Attendance Results 6 Estimated attendance: roughly 800+ •Opening Night Reception - 125 people in attendance •Jerry Saltz talk - 175 people in attendance (max capacity allowed per Covid) •Founders Night - 75 people in attendance •Silk Marbling Workshop with Alpine Arts and other Summervail Art Worskshops at CMC - over 300 participants •Hat Making Workshop and Party - 115 participants •Live Art - over 20 local artists participated in live art activations throughout Vail and Lionshead Villages •Number/percentage of people who came specifically for event/program: roughly 100-200 people came specifically for the various event programs •Number/percentage of people who attended the event last year: This was our first event since 1984, attendance figures in the past reach 850 out of town and international Estimated Attendee Profile Results 7 Where did attendees come from? (local, regional, out of state, international): The majority of attendees were local and front range, with roughly 15% of attendees traveling from out of state specifically for Summervail 50. Event Strengths & Weaknesses 8 How did the event/program exceed expectations? Expectations were exceeded through the incredible contribution of the town and its staff, the willingness to guide us through our first program and extend any and all help. The existing programs in this community rallying together to contribute and lift up our program was mind blowing and beyond generous. What are areas for event/program improvement? ●Lead time - get an earlier start on marketing, pr and invitations ●Work closer with TOV PR to generate more Front Range exposure ●Simplifying and streamlining events - downsizing for now until we build a larger audience base Vail Brand Compatibility The Premier International Mountain Resort Community 9 How did the event /program support the Vail Brand? This was all about the birth of art and culture in our beautiful town… Summervail was literally an event unlike anything on earth and truly was instrumental in building the town’s culture. Our program was a nod to our home and a way to create conversation around how Vail became Vail. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 How did the event/program impact Vail’s sense of community? It reminded us all of how this community originally developed, through comradery and rallying together. Through innovation, resourcefulness and using your network of connectivity. Paired with optimism and enthusiasm, we can create a platform for artists and creators to connect and revive the once thriving aspect of Vail’s culture. Topline Marketing Efforts 11 •What are the top 3 successful marketing tactics, executions or results from your event/program? instagram, pulling in a huge name like Jerry Saltz and partnering with incredible programs for cross promotion Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event/program evolving next year? Still focused heavily on archiving and documentation, but with an emphasis on one specific area of art… more focused and simplified so that we can have a better idea of how to grow as we go. •What sponsors do you plan to target next year? (Including existing and potential sponsors) TOV, Cultural and Heritage Committee, Friends of the Library, PBS, History Colorado, Colorado Coalition for the Arts, Redline Denver, Denver art galleries. •How will you leverage media exposure and extend the marketing reach next year?????? Get an earlier start on social media and email marketing, expand our digital marketing budget to include paid media, work more closely with Discover Vail. Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We followed all guidelines to use eco friendly products, most of our programs were low waste and low impact •What waste reduction methods were used during your event/program? Compostable and recyclable products were used as well as real glass wear and passed apps eliminated single use products We adhered to TOV composting and recycling requirements with compost stations at all of our events. Our events were at TOV venues that had composting and recycling receptacles onsite. •How could you improve on sustainability efforts for next year’s event? There is always room for improvement. 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 14 Item $ Total Event/Program Budget:71,500 CSE Funds:25,000 Cash Sponsorship (not CSE):34,000 In-kind Sponsorship:2,500 Marketing Budget:8,5000 Profit & Loss:33,705 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, operations, venue, film, event staff Additional Information/Appendix A - Budget 15 Additional Information/Appendix A - Income 16 Additional Information/Appendix A - PNL 17 Additional Information/Appendix B - Marketing 18 Additional Information/Appendix B - Marketing 19 50 Anniversary Logo Update Additional Information/Appendix B - Marketing 20 Additional Information/Appendix B - Marketing 21 Instagram Jan - Aug 2021 Additional Information/Appendix B - Marketing 22 Instagram Jan - Aug 2021 Additional Information/Appendix B - Marketing 23 T-shirt and Cap Jun, Jul 2021 Additional Information/Appendix B - Marketing 24 Posters, Flyers, Ads Jun, Jul 2021 Additional Information/Appendix B - Marketing 25 Roundabout Billboard Jul 2021