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03. c. VDF21 - Stakeholders Report FINAL
2021 STAKEHOLDERS REPORT DEAR FRIENDS OF THE VAIL DANCE FESTIVAL, Collaboration, connection, and creativity. These were three components that defined the Vail Valley Foundation’s 2021 Vail Dance Festival. For all of you who took part, we hope you were inspired being back in - person for spectacular performances, new works, and our first -ever livestream. In our 30-plus-year history, the Vail Dance Festival has become iconic to our community and to the dance world. While there are many locations where this beloved artform is on grand display, there is truly no other location where luminaries in the worlds of dance, choreography and music come together to create previously unimaginable collaborations, all in an environment overflowing in creative opportunity. It is because of your continued support that the Vail Dance Festival is now considered best in the world!Our future looks very bright, thanks to you, 2022 is well underway. Thank you, and please don’t hesitate to contact us to learn more about the Vail Dance Festival. MIKE IMHOF President Vail Valley Foundation mimhof@vvf.org SARAH JOHNSON SVP, Philanthropy & Vail Dance Festival Vail Valley Foundation sjohnson@vvf.org 2021 EVENT HIGHLIGHTS INFLUENCER IMPACT Festival Influencers such as Tiler Peck and Isabella Boylston and companies like New York City Ballet created a collective Instagram following of 2,345,883 EXPANDED FRINGE EVENT SCHEDULE Expanding on our dance education & outreach initiatives, we offered over 55 Fringe Events including Master Classes, Festival Forums, Tiny Dancer Tea Party & more FIRST -EVER PERFORMANCE LIVESTREAM Over 2,000 people from 6 different countries tuned in live to watch NOW: Premieres REVENUE HIGHLIGHT Successfully hosted nearly 15,000 attendees & exceeded our ticket goal, reaching $825,490 in total ticket revenue George Balanchine's Serenade. Choreography © The George Balanchine Trust. This year, we commissioned and premiered 7 new works, all performed on a dedicated evening called NOW: Premieres. Rebecca King Ferraro and Michael Sean Breeden from the popular podcast series “Conversations On Dance” recorded in-depth discussions with Festival artists LIVE from Vail with an intimate audience. Festival artists and companies popped up in Solaris Plaza in Vail for 4 free interactive performances. Crown & tiara decorating, a dance session, meet & greet with dancers, snacks, and fun at the Gerald R. Ford Amphitheater. A free, fun for all ages performance hosted in Avon’s Nottingham Park featuring artists and companies from the Vail stage. A collaboration with YouthPower365’s Celebrate the Beat Pop Hop Camp is a free week - long camp for children in Eagle County. This year, 70 children were able to participate for free. CELEBRATE THE BEAT DANCING IN THE PARK WORLD PREMIERES DANCING IN THE STREETS FESTIVAL FORUMS TINY DANCER TEA PARTY Vail Dance Festival partners with cross-sector community organizations to eliminate socioeconomic barriers to the arts by providing free tickets to each of the performances. Each summer, the Gerald R. Ford Amphitheater grants free entry on the lawn to kids 12 and under. Over 300 children attended for free in 2021. Our Studio Tents gave artists, musicians and choreographers an additional space for creating and collaborating. The Festival is known for collaborations with world renowned musicians such as Johnny Gandelsman and Caroline Shaw, providing live music for performances and premiering new compositions at the Festival. Legendary Balanchine ballerina Heather Watts shared an interactive exploration of dance repertory through video footage & live demos with festival artists. Ambitious junior high, high school, college, & post grad students joined a dedicated Festival team to support a variety of key areas from administration to marketing to production. INTERN & AMBASSADOR PROGRAM WATCHING DANCE WITH HEATHER WATTS COMMUNITY ARTS ACCESS TENT STUDIOS KIDS 12 & UNDER FREE ON THE LAWN LIVE MUSIC EVENT AT -A-GLANCE 14,948 FESTIVAL ATTENDEES 10,675 PERFORMANCE TIX SOLD Generating $825,490 in revenue 10 PERFORMANCES* Including 1 free performance in Avon $3.4M ECONOMIC IMPACT Estimated revenue generated to the Town of Vail *Condensed Festival Schedule in 2021 TOP STATES OF ORIGIN 61% COLORADO / 39% OUT OF STATE 1.Colorado 2.California 3.New York 4.Florida 5.Texas DEMOGRAPHICS Male vs. Female 27% / 73% Average Adult Age 57 Education 94%have 4 year degree or higher Mean Household Income 75% earn more than $100K T OP CAT EGORIES: ART S & CULT URE, HEALT H & FIT NESS, T RAVELER RESEARCH HIGHLIGHTS 84 NET PROMOTER SCORE 4.7 SATISFACTION RATE (OUT OF 5) AVG. # OF PERFORMANCES ATTENDED: 2.8 71% HAVE ATTENDED IN THE PAST 89% LIKELY/VERY LIKELY TO RETURN 90% CAME TO VAIL SPECIFICALLY FOR THE EVENT 300+ KIDS 12 & UNDER FREE ON THE LAWN 873 FRINGE FESTIVAL ATTENDEES AVG. # NIGHTS IN LODGING: 3.9 2,433 ROOM NIGHTS GENERATED* 475.2 MILLION MARKETING IMPRESSIONS TOP REFERRALS: EMAIL, WEBSITE, WORD -OF -MOUTH *In addition, the Vail Valley Foundation booked 1,004 room nights at 18 different locations in Vail 2021 PARTNERS PUBLIC RELATIONS 466.8M TOTAL REACH $4.2M PUBLICITY VALUE 183 PLACEMENTS TOP -TIER MEDIA COVERAGE: MARKETING & PR SUMMARY 475,289,182 TOTAL IMPRESSIONS $4.3 MILLION MEDIA VALUE PRINT 2,507,000 IMPRESSIONS $36,506 MEDIA VALUE 20 TOTAL AD PLACEMENTS + VAIL DANCE MAGAZINE PRODUCED SPECIFICALLY FOR FESTIVAL DIGITAL 863,242 IMPRESSIONS $9,444 MEDIA VALUE EMAIL 346,924 IMPRESSIONS $46,487 MEDIA VALUE 13,005 EMAIL SUBSCRIBERS 26%OPEN RATE 2.8%CLICK-THROUGH -RATE George Balanchine's Serenade. Choreography © The George Balanchine Trust. SOCIAL MEDIA 20,581 FOLLOWERS 1,301,252 ORGANIC IMPRESSIONS 83,478 ENGAGEMENTS 20,153 FOLLOWERS 1,239,875 ORGANIC IMPRESSIONS 37,251 ENGAGEMENTS OUR TOP POSTS OF 2021 Our 2021 Artist -In -R esidence is C alvin R oyal III N ew Yo rk C ity B allet MOV E S takes th e stag e D enver -based C leo P arker R obinson What time is it? S o much star pow er To the strong w omen w ho have graced our stages PAID : 863,242 IMP R E S S ION S TOP INSTAGRAM INFLUENCERS Principal Dancer with American Ballet Theatre Isabella Boylston 511K Followers Memphis Jooker Lil Buck 165K Followers Principal Dancer with New York City Ballet Tiler Peck 288K Followers Principal Dancer with New York City Ballet Lauren Lovette 120K Followers 2,345,883 INFLUENCER & COMPANIES COLLECTIVE INSTAGRAM FOLLOWERS Choreographer & Director Justin Peck 71K Followers Principal Dancer with American Ballet Theatre James Whiteside 339K Followers IMPACT INFLUENCER POSTS FROM VAIL Isabella Boylston 46,100 likes Tiler Peck 31,000 likes James Whiteside 19,400 likes Tiler Peck 165,000 views VIDEO 1,513,169 TOTAL VIDEO VIEWS $11,500 MEDIA VALUE 33+ UNIQUE VIDEOS CREATED CLICK HERE TO LISTEN TO ALL FESTIVAL PODCASTS PODCAST CLICK HERE TO VIEW 2021 VIDEOS 2021 (AS OF S E P TE MB E R 20) 15 EPISODES RECORDED IN VAIL 15,000 DOWNLOADS OF EPISODES RECORDED IN VAIL CONVERSATIONS ON DANCE PODCAST HOSTED BY REBECCA KING FERARRO &MICHAEL SEAN BREEDEN WEBSITE 80,482 IMPRESSIONS 47,755 USERS 59.18%NEW USERS 4.91 PAGES/VISIT :35s AVERAGE DURATION TOP CONTENT PAGES: SCHEDULE OPENING NIGHT NYCB MOVES INTERNATIONAL EVENINGS OF DANCE 1 NOW: PREMIERES Our sincere thank you for your ongoing support and a special thanks to our partners at the Town of Vail, Vail Resorts, Town of Avon, Manor Vail Lodge, and the Gerald R. Ford Amphitheater for graciously hosting the Vail Dance Festival. We wish you all continued success and, in partnership with you, look forward to making the 2022 Vail Dance Festival, even better. See you on Opening Night, July 29, 2022! THANK YOU! PHOTO CREDITS SLIDE 1: Gerald R. Ford Amphitheater, photo by John-Ryan Lockman SLIDE 3: Lauren Lovette & Joseph Gordon perform Jerome Robbins' In The Night, photo by Christopher Duggan SLIDE 4 (from left to right): •Avon Performance Pavilion, photo by Brian Maloney •Cleo Parker Robinson & Festival Artists perform Standing on the Shoulders, photo by Christopher Duggan •BalletX perform at Dancing in the Streets, photo by Chris Kendig •Conversations On Dance Festival Forum with Cleo Parker Robinson, photo by Christopher Duggan •Tiny Dancer Tea Party, photo by Brian Maloney •Celebrate the Beat, photo by Christopher Duggan SLIDE 5: •Watching Dance with Heather Watts, photos by Brian Maloney •Artists in rehearsal,photo by Christopher Duggan •Girls in audience, photo by Brian Maloney •Festival Artists perform New to the Session, photo by Christopher Duggan •Interns & Ambassadors, photo by Brian Maloney SLIDE 6 (from left to right): •Mira Nadon & Christopher Grant perform Balanchine's Who Cares,Choreography ©The George Balanchine Trust, photo by Christopher Duggan •Lil Buck performs 38109, photo by Christopher Duggan •Unity Phelan & Calvin Royal III perform Christopher Wheeldon's In the Rain, photo by Christopher Duggan •Mira Nadon performs Balanchine's Stars & Stripes,Choreography ©The George Balanchine Trust, photo by Christopher Duggan SLIDE 7: Audience members, photos by Brian Maloney SLIDE 9: Cleo Parker Robinson & Festival Artists perform Standing on the Shoulders,photo by Christopher Duggan SLIDE 10 : Tiler Peck & Roman Mejia perform Balanchine's Tschaikovsky Pas De Deux,Choreography ©The George Balanchine Trust,photo by Christopher Duggan SLIDE 11: Isabella Boylston & James Whiteside perform Black Swan pas de deux, photo by Christopher Duggan SLIDE 12: Sara Mearns performs Jerome Robbins'In The Night,photo by Christopher Duggan SLIDE 15: James Whiteside performs Balanchine's Stars &Stripes, Choreography ©The George Balanchine Trust, photo by Christopher Duggan SLIDE 16: Calvin Royal III & Mira Nadon perform Tiler Peck's And So, photo by Christopher Duggan SLIDE 17: BalletX performs Matthew Neenan's Sunset, o639 Hours, photo by Christopher Duggan