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Home My WebLink About03. b. CRC 2021 Event Recap Ice Spectacular Dec 23 Dobson ArenaSurveyed Event Recap: Ice Spectacular Cultural, Recreational & Community Category (February,2022) Event Name: Ice Spectacular December 23rd, 2021 Eddie Shipstad Phone: 303-947-6113 eshipstad@outlook.com 2 Overall Event Highlights & Successes 3 •Highest attendance in the 3-years of the Ice Spectacular (17 states and 3 countries) •Town of Vail’s cross promotion added excellent awareness and ticket sales •Fantastic evening of elite skating (great performances including 2 quads, 2 triple axels/ highlight was a quartet featuring two elite pair teams). •Great article and photos in the Arts and Entertainment section of the Vail Daily the week of the show. •Concierge communication is very powerful •Recognition of Vail Health first responders, Vail Police/Fire Attendance Estimate 4 •Was this the attendance you expected? •Exceeded our goal of higher attendance from 2019 show. With bad weather that day, the pass closing for awhile in the afternoon, and covid, I’m thrilled with the attendance. •How would you impact attendance next year? •We are starting to hear back from spectators that they are returning customers and that this is a tradition for them to attend. Visitor Type 5 •Was this the visitor type split you expected? Yes and no. Yes to the spectators from 17 states and 3 countries. I was surprised at how many locals from Edwards and other areas further west that we had attend. Also, the amount of pre-show bleacher seating was around 100 more seats than 2019. •Offering discounted tickets to Vail Health, Vail Police and Vail Fire added more spectators than usual. •What steps would you take to optimize visitor mix for future events? Get more flyers and posters to the areas west of Vail. Overnight Visitor Profile : Overnight Visitors & Seasonal Residents Only Only 6 •What measures did you take to encourage attendees to book lodging in the Town of Vail? •Website had links to hotels with slightly discounted rates. We also encouraged the front range participants in the show to book rooms in Vail. (Synchronized skating team, skaters in the show) Overall Visitor Profile 7 •Who was your anticipated target demographic? •Spectators are typically from higher income brackets •Did you reach your target demographic? •Absolutely yes with the higher income demographics and much higher with locals from towns surrounding Vail. •What would you change to attract that audience next year? More flyers/posters and advertising to surrounding areas. 17 States and 3 countries for spectators that pre- purchased their tickets. Role/Importance of Event in Intent to Visit Vail 8 •What actions did you take this year to generate the number of overnight guests? •Offered slightly discounted room rates for additional participants (synchro team), visitors from the Front Range, Skater’s families from across the country. •How would you increase the number of overnight Vail guests coming for the event next year? The clinic and/or outdoor shows the day and night before the Ice Spectacular draw more out-of-town guests to spend the night. Estimated Return on Investment (ROI) & Attendee Expenditures 9 •What did your event do to encourage spending in Vail? •Time of show allows guests to either go out to eat prior to the show or after the show. •Offered discounted rates at some of the local hotels as well as a very discounted rate at the Evergreen Lodge for skaters, staff, and family friend of the athletes in the show. Event Strengths & Weaknesses 10 •How did the event exceed expectations? Attendance record, attendance during a pandemic that was on the rise, getting more information out to locals (discounted tickets for first responders (Vail Health workers, Police, and Fire departments). Recognized them in attendance prior to the show. •What are areas for event improvement? •Continue to spend additional funds on awareness of the event locally. Make social media recognition stronger. •Sound system volume at Dobson cut in and out multiple times during the show. •How did this year’s event compare to previous years? Better attendance, stronger advertising than previous years. Vail Brand Compatibility 11 •How did the event support the Vail Brand? Highest level of ice entertainment matches Vail’s world - renowned recognition. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 12 •How did the event impact Vail’s sense of community? •Discounted tickets for First Responders (Vail Health, Police, Fire) with recognition at the start of the show. •Local talent in the show •Advertising 6 weeks in the Vail Daily, Vail Daily website, and Vail Daily Live interviews the week of the show. (Included a live interview on the day of the show with Olympian, Mirai Nagasu). Topline Marketing Efforts 13 •Include overview of top 3 successful marketing tactics or executions •6-weeks of advertising in the Vail Daily, website, Vail Daily Live interviews. •In-person concierge meetings (Shuttles dropping of guests) •Posters and flyers distributed in the Town of Vail and surrounding areas, all Front Range Ice Rinks, state-wide ice rinks, and surrounding states •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 14 •How do you see the event evolving or growing next year? •Continue getting the word out to surrounding areas •Improve social media placement on search engines •Continue a closer communication with Town of Vail employees for giving them information on their websites. What sponsors do you plan to target next year? (Including existing and potential sponsors) Continue to land 2 -3 additional local and national/world sponsors) •How will you leverage media exposure and extend the marketing reach next year? Continue to add days and advertising size to Vail Daily ads. Sustainability Efforts 15 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Recycling options and no printing of the show order •What waste reduction methods were used during your event/program? •Recycling offered by Dobson Arena •How could you improve on sustainability efforts for next year’s event? •QR codes for show order and skater bios •Digital Tickets 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, Event Budget 16 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$32,500 CSE Funds: Attendance: 350-400 bleacher/ 250 On-ice $11,000 + $10,000 ticket sales Cash Sponsorship (not CSE):$16,000 In-kind Sponsorship:One day of Dobson Marketing Budget:$7,900 Profit & Loss: Total revenue $37,000 $4,500 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, All advertising, Hotels (CSE=Local) Appendix information Budget Staffing $11,800 Advertising $7,129 Printing $1,160 Hotel $2,500 Airline $2,500 Chairs $1,200 Insurance $600 Shuttle $1,500 Lighting $4,168 $32,557 17 Marketing and Dates Vail Daily ads for four weeks leading up to the event. (Last two weeks will be larger ads) Distribution of Poster around Vail and surrounding towns to all businesses, grocery stores, shops, banks, etc (November 21st) All Ice Rinks in CO and surrounding states (October 1) Professional Skaters' Association blast email to over 6,000 coaches in the US, Canada, Mexico (October/November) Sanctioned event through US Figure Skating blast email nationally (September/October) Radio ads and give aways in the Town of Vail area (start November 22nd) Posters, Flyers, Business cards to all hotels and resorts (concierge meetings in July, Oct/Nov, and the week of the event in December) Emails to previous attendees of the Vail Skating Festival (in June, August, September, October, November, December) Letters to all businesses around the Solaris and Arrabelle ice rinks notifying them of our event (November 21st)(Excellent wa y to promote the event is having to give them a letter about the logistics) We visit many of the hotels and resorts three times prior to our event in December (July, October/November, and December the week of the show. Skaters in the show post the event on their social media. Some of the skaters in the show have an extremely large number of followers. US Figure Skating posts videos from our event on their social media Facebook and Instagram accounts. Attendance Estimate, ROI Attendance est. 2021 Town of Vail CSE Funding $10,800 Direct economic impact to TOV $108,550 650-700 spectators 18 Additional Information/Appendix 19 Questions from CSE 20 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder