HomeMy WebLinkAbout02. b. CRC 2021 Event Recap - PowabungaSurveyed Event Recap: Powabunga Festival
Cultural, Recreational & Community Category
January 5, 2022
Powabunga Festival: Dec 9-12, 2021
Austin Gavlak
817.542.4965
austin@powabungafestival.com
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Overall Event Highlights & Successes
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•MEDIA:
•Powabunga received coverage in publications across the country including
features in Westword and Freeskiier
•ATTENDANCE
•Powabunga sold out weeks in advance at 6k in attendance per day
•VIP tickets sold out months in advance
•95% of guests purchased a weekend pass.
•Strong international presence
•Half of our guests were from out of state.
•TALENT
•Multiple artists on our lineup this year were nominated for a Grammy
between the time of our announcement and the event.
•MKTG
•Multiple artists on our lineup this year were nominated for a Grammy
between the time of our announcement and the event.
Questions from CSE
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•The CSE will ask questions about your event and recap
•Leave this blank – it’s a placeholder
Attendance Estimate
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•Attendance
•Sold out at 12k ppl over 2 days
•Was this the attendance you expected?
• YES
•How would you impact attendance next year?
•We would reduce capacity to 5k per day
Visitor Type
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•Was this the visitor type split you expected?
•Why or why not? Please explain.
•What steps would you take to optimize visitor mix for future events?
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Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only
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•What measures did you take to
encourage attendees to book
lodging in the Town of Vail?
•Multi-day event with
established lodging
partnerships
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Overall Visitor Profile
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•Who was your anticipated target demographic?
•50/50 M to F
•25 to 35 years old
•Did you reach your target demographic?
•YES
•Why or why not?
•By creating an event with strong
appeal in this demo
•What would you change to attract that audience
next year?
•We attracted exactly who we were trying
to.
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Role/Importance of Event in Intent to Visit Vail
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•What actions did you take this year to generate the number of overnight guests?
•Sold only multi-day passes until week of event
•Created lodging partnerships with multiple
•How would you increase the number of overnight Vail guests coming for the event next
year?
•By making it a 3 day event instead of 2
NPS (Net Promoter Score)/Likelihood to Recommend
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•Do you think the NPS scores reflect the attendee event experience?
•What steps would you take to improve the NPS scores for your event next year?
Estimated Return on Investment (ROI) & Attendee Expenditures
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•What did your event do to encourage spending
in Vail?
•Provided an excellent reason to travel to vail for
a multi-day vacation.
Event Strengths & Weaknesses
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•How did the event exceed expectations?
•Incredibly strong international attendance
•Immersive stage design
•95% of attendees stayed for entire weekend.
•What are areas for event improvement?
•Box Office experience
•Security Program
•Venue layout
•How did this year’s event compare to previous years?
•Double the attendance
•Higher end clientele
•Multiple Grammy nominees performed
Vail Brand Compatibility
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•How did the event support the Vail Brand?
•Powabunga created an international lineup of top tier artists to
establish itself as the premier winter music festival in the United States,
drawing guests from across the world for a multi-night stay. The quality
of talent and production supports Vail’s mission to be the premier
winter mountain destination.
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
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•How did the event impact Vail’s sense of community?
•Powabunga sold local’s tickets at a discounted rate and had a special
reserve of single day tickets meant for locals who were not in a
position to take both days off of work.
•We employed over 100 local people
•Our art program collaborated with a dozen local artists
Topline Marketing Efforts
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•Social Media
•A well executed socials plans grew our following over 300%
to 10k followers
•Digital Marketing
•5.95 Million impressions to 1.74 Million unique viewers
•67 Thousand unique website visitors
•Street Team
•Targeted campaigns across all major cities in Colorado
Potential for Growth & Sponsorships/Media Exposure
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•How do you see the event evolving or growing next year?
•More diverse music
•Improved box office experience and smaller capacity allowance
•Better security to ensure premium guest experience
•What sponsors do you plan to target next year? (Including existing and potential
sponsors)
•Verizon, Oakley, Terramana, Jager, Ski/snowboard brands, etc
•How will you leverage media exposure and extend the marketing reach next year?
•We will continue to dial in the methods that made us successful this year.
Sustainability Efforts
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•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail?
•Hired a dedicated sustainability team to sort all trash, recycling and
compost.
•What waste reduction methods were used during your event/program?
•All Bio friendly disposables
•How could you improve on sustainability efforts for next year’s event?
•Reusable cups
The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both
Event Budget
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget:1,649,882.85
CSE Funds:300,000
Cash Sponsorship (not CSE):72,000
In-kind Sponsorship:6,000
Marketing Budget:62,767
Profit & Loss:386,096.36
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Talent and Marketing
Additional Information/Appendix
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•Provide detailed budget in the Appendix
•Provide final marketing plan in the Appendix
•Provide full version of the Survey Dashboard PDF in Appendix
•Provide any additional information or marketing materials you think the CSE would
benefit from