Surveyed Event Recap: Vail Snow Daze

Surveyed Event Recap: Vail Snow Daze
March 2, 2016
Vail Snow Daze, December 11 -13, 2015
Office: 970.476.6797 x 702
Mobile: 970.331.5312
[email protected]
2 Attendance Estimate
2015 Event Visitor Summary: Vail S
Attendee-Days
50K
40K
30K
20K
10K
11.3K
•  We conBnue to work with Event Partners to 2015 Event
funding
$40,000.00
collaborate on the social/digital push to promote the event, work as a team to contract with the right talent and to create new and exciBng acBvaBons to $1,648,545.52
Direct economic
impactpartner to TOV
increase event a<endance and memorable experiences for guests. Economic impact payback ratio
Percent Responding
•  How won
ould you impact a<endance next year? Attendance Estimate Return
Investment:
Funding
vs.
Impact
Visi
$41.21
0K
ponding
Importance of Event in Decision to Visit Vail Today
100%
80%
Town of Vail | CSE | 3/2/16 Overall
Overall
3 Full-time
dow
Visitor Type
•  Was this the visitor type split you expected? Yes, very similar although we show a higher a<endance based on concerts, base area expo, on-­‐mountain acBon and apres and aOer-­‐dark parBes. •  Why or why not? Please explain. The markeBng is thoughPully placed with a varied mix in order to achieve a similar mix to the below. •  What steps would you take to opBmize visitor mix? We conBnue to work with Event Partners to collaborate on the social/digital push to promote the event, work as a team to contract with the right talent and to create new and exciBng partner acBvaBons to 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13
increase event a<endance. 50K
Attendee-Days
2015 Event funding
40K
$40,000.00
30K
Direct economic impact to TOV
$1,648,545.52
20K
11.3K
10K
Economic impact payback ratio
$41.21
0K
Percent Responding
Attendance Estimate Return on Investment: Funding vs. Impact Visitor Type
49%
40%
20%
9%
14%
18%
9%
0%
Day visitor
to Vail
Full-time
Full-time
Overnight
Seasonal
downvalley resident of visitor to the resident of
resident
Town of Vail
region
Vail Valley
nding
Importance of Event in Decision to Visit Vail Today
100%
Town of Vail | CSE | 3/2/16 80%
Overall
Overall
Average
4.9
4 $30
$16
$15
Overall Visitor Profile
Overall Visitor Profile
Annual Household
Income
16%
Under $50k
$50k-$100k
$100-$150k
39%
33%
$150k or more
Age of respondent
Under 18
18 - 24
1%
•  Male/Female 60/40 7%
35%
25 - 34
35 - 44
19%
•  Did you reach your target demographic 15%
55 - 64
65 - 74
0%
75 or older
1%
59%
Male
Female
State/Country
•  Yes, because the talent secured catered to this target. 41%
59%
Colorado
California
7%
Texas
5%
Tennessee
4%
Florida
3%
Arizona
3%
Massachusetts
3%
mple sizes are smaller for subgroups.)
uding 2015): 10.
Town of Vail | CSE | 3/2/16 •  Ages 25-­‐40 22%
45 - 54
Gender
•  Who was your anBcipated target demographic? 12%
5 Percent Respond
likely,10=Extr
50%
40%
26%
30%
20%
Overnight Visitor Profile:
Overnight Visitors & Seasonal Residents Only
Direct Economic Impact to TOV per Attendee-Day
Total amount you
Restaurants/Bars/
will spend today and
Prepared Food
tonight
Vendors
Economic Impact
per Attendee-D..
Only
10%
29%
22%
Recreation (skiing,
ski lessons, rentals,
etc.)
Shopping
Other
excluding
Lodging
$200
$145
•  What measures did $100
you take to incenBvize a<endees to book lodging in the Town of $44
$42 and the schedule Vail? Lodging packages are promoted through Vail.com is created to $30
$16
$0
promote a weekend of acBon to promote overnight stays in Vail. Summary of Key Trip Characteristics and Demographics
Overnight Visitor Profile
Are you staying:
Overall Visitor Profile
61%
In paid lodging
16%
3%
Other
How many people Myself only
are staying in your 2
accommodations
3
unit?
4
8%
30%
Gender
76%
5%
Edwards
Eagle/Gypsum
Summit County
Other
15%
65 - 74
0%
75 or older
1%
Male
Female
0%
Avon
22
19
55 - 64
3%
5%
7%
45 - 54
50%
Beaver Creek
1%
25 - 34
13%
15 or more
Vail
Under 18
18 - 24
18%
9 - 14
12%
35 - 44
3-5
Town of Vail | CSE | 3/2/16 Age of respondent
16%
6-8
$50k-$100k
$150k or more
8%
1
2
16%
Under $50k
$100-$150k
8%
6 or more
Overnight only
Nightly Rate
(if Paid)
Average: $192
Median: $200
24%
22%
5
Where are your
lodging
accommodations
located?
Annual Household
Income
21%
In a vacation home/timeshare
With friends/family who live in the area
Nights in the area
this trip
$1
State/Country
Colorado
California
7%
Texas
5%
3%
Tennessee
4%
8%
3%
Florida
3%
Arizona
3%
Massachusetts
3%
0%
Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.)
Number of years event has taken place in Vail (including 2015): 10.
6 Percent Re
Attendee-Da
30K
Direct economic impact to TOV
20K
$1,648,545.52
20%
9%
14%
18%
9%
Role/Importance of Event in Intent to Visit Vail
11.3K
10K
0%
Day visitor
to Vail
$41.21
Economic impact payback ratio
0K
Full-time
Full-time
Overnight
Seasonal
downvalley resident of visitor to the resident of
resident
Town of Vail
region
Vail Valley
Percent Responding
Importance of Event in Decision to Visit Vail Today
100%
Overall
Full-time downvalley resident
Seasonal resident of Vail Valley
Day visitor
Overnight visitor
Full-time resident of Town of Vail
Overall
80%
60%
29%
40%
20%
0%
0: None, I
would have
come to Vail
anyway
3%
5%
3%
5%
7%
9%
1
2
3
4
5: Half my
reason for
coming to
Vail
6
Average
4.9
6.9
5.3
5.1
4.6
3.8
5%
9%
7
8
22%
3%
9
10: My only
reason for
coming to
Vail
Likelihood of Recommending Event to a Friend or Family Member
Percent Responding [0=Not at all
likely,10=Extremely likely]
Promoter
Passive
Detractor
NPS
•  What acBons did you take this year to generate the number of overnight guests? Messaging directs people to vail.com/snowdaze where a number of 60% lodging p
ackages are available. 51%
90%
80%
70%
50%
40%
26%
•  How would you increase the number of overnight Vail 22%guests coming for 10% the event next year? ConBnue with a strong markeBng plaPorm through several medias and booking bands with a strong following. 30%
20%
29%
Direct Economic Impact to TOV per Attendee-Day
ic Impact
endee-D..
Total amount you
Restaurants/Bars/
will spend today and
Prepared Food
tonight
Vendors
Recreation (skiing,
ski lessons, rentals,
etc.)
Shopping
Lodging
Other items,
excluding lodging
$200
Town of Vail | CSE | 3/2/16 $145
$100
7 Percent
Day visitor
Overnight visitor
Full-time resident of Town of Vail
29%
40%
20%
0%
3%
5%
7%
5%
3%
9%
5.1
4.6
3.8
5%
9%
22%
3%
NPS (Net Promoter Score)/Likelihood to Recommend
0: None, I
would have
come to Vail
anyway
1
2
3
4
5: Half my
reason for
coming to
Vail
6
7
8
9
10: My only
reason for
coming to
Vail
Likelihood of Recommending Event to a Friend or Family Member
Percent Responding [0=Not at all
likely,10=Extremely likely]
Promoter
Passive
Detractor
NPS
90%
80%
70%
60%
50%
40%
51%
26%
30%
20%
29%
22%
10%
Direct Economic Impact to TOV per Attendee-Day
Total amount you
Restaurants/Bars/
Recreation (skiing,
Economic Impact
per Attendee-D..
Other items,
spend
Prepared
Food the ski lessons,
rentals, event Shopping
Lodging
•  Do you think willthe Ntoday
PS sand
cores reflect a<endee experience? All events at lodging
Vail Snow excluding
tonight
Vendors
etc.)
Daze are d
esigned to create a great atmosphere and variety of experiences for guests to $200
$145
enjoy even outside of their on-­‐mountain experience. This NPS is lower than expected but $100
$30expo and d$16
based on R$0RC’s feedback, the $44
guests who $42
a<ended the idn’t plan to $15a<end any other eSummary
vents w
detractors and and
in m
any cases, Snow Daze didn’t impact their decision to ofere Key Trip
Characteristics
Demographics
come Overnight
to Vail. Profile
Visitor
Overall Visitor Profile
Are you staying:
61%
In paid lodging
21%
In a vacation home/timeshare
With friends/family who live in the area
Annual Household
Income
16%
Under $50k
•  What steps would you take to improve t16%
he NPS scores for your event next year? Nightly
Rate
12% As Event $100-$150k
(if Paid)
3%
Other
33%
$150k or more
Average:
Producers wpeople
orking wonly
ith Vail Mountain, c$192
ollaborates to conBnuously stay on the How many
8%the team Myself
Median: $200
Age
of
respondent
Under
18
1%
are staying in your 2
30%
7%
18 - 24the budget pulse waccommodations
ith popular entertainment, unique partner experiences within 3
24%
unit?
35%
25
34
22%
4
and current Vail M
ountain goals. 35 - 44
22%
8%
5
6 or more
Nights in the area
1
this trip
Town of Vail | CSE 2 | 3/2/16 3-5
$50k-$100k
39%
19%
45 - 54
8%
15%
55 - 64
16%
18%
50%
65 - 74
0%
75 or older
1%
8 0K
Percent Responding
Importance of Event in Decision to Visit Vail Today
100%
Estimated Return on Investment (ROI) & Attendee Expenditures
Overall
Full-time downvalley resident
Seasonal resident of Vail Valley
Day visitor
Overnight visitor
Full-time resident of Town of Vail
Overall
80%
60%
29%
40%
20%
0%
5%
3%
3%
9%
7%
5%
Average
4.9
6.9
5.3
5.1
4.6
3.8
5%
9%
22%
3%
2015 Event Visitor Summary: Vail•  Snow
December
- 13
What Daze,
did your event do t11
o encourage spending in 0: None, I
1
2
3
4
5: Half my
6
7
8
9
10: My only
Vail? would have
reason for
reason for
Return come
on Investment:
Funding vs. Impact Visitor Type
to Vail
coming to
coming to
Vail
Percent Responding [0=Not at all
likely,10=Extremely likely]
90%
Direct80%
economic impact to TOV
$1,648,545.52
70%
60%
50%
Economic
40%
Percent Responding
•  Vail.com promotes a wide variety of 49%
acBvity, Likelihood
Recommending Event to a Friend
or Family Member lodging and restaurants within the Town of Vail 2015 Eventoffunding
$40,000.00
40%
Promoter
Passive
Detractorlinks to deals and NPS
through content, more. anyway
Vail
20%
$41.21
to Vail
downvalley resident of visitor to the reside
29%
resident
Town of Vail
region
Vail Va
22%
•  The increased # of apres/aOer dark parBes align with this goal as well. 26%
30%
20%
n Decision
10% to Visit Vail Today
Economic Impact
per Attendee-D..
Average
Direct Economic Impact to TOV per Attendee-Day
Overall
4.9
Overall
Total amount you
Restaurants/Bars/
Recreation (skiing,
Full-time
downvalley
resident
will spend today and
Prepared Food
ski lessons, rentals,
Shopping 6.9
5.3
Seasonal
resident
of
Vail
Valley
tonight
Vendors
etc.)
5.1
Day visitor
$200
Overnight visitor
4.6
$145
Full-time resident of Town of Vail
3.8
9%
$100
7%
5%
5%
5%
3%
3%
1
$44
$0
2
3
$42
4
18%
•  The 9%
concerts within the Town of Vail directly 9%
0% impact the traffic within the Town of Vail Restaurants, retailers and bars. Overnight Seaso
Day visitor
Full-time
Full-time
51%
impact payback ratio
14%
5: Half my
reason
for
Summary
ofoKey
and Demographics
Town f Vail Trip
| CSE Characteristics
| 3/2/16 coming to
$30
6
7
Lodging
9%
$16
8
Other items,
excluding lodging
3%
9
$15
9 10: My
reason
comin
Vail Brand Compatibility
The Premier Interna-onal Mountain Resort Community The event met the standard of excellence by: •  Offering a world-­‐class Vail Snow Daze guest experience, strong talent-­‐line-­‐up and event a<endance proved successful for 2015. •  ConBnuing to align with naBonal brand sponsors who create appealing event acBvaBons and branding with a strong visual appeal and brand alignment. •  CreaBng successful MarkeBng and PR campaigns – major coverage generated millions of impressions and more than $400,000.00 in value. •  UBlizing a variety of media including print, radio, video, social and digital media and more. Town of Vail | CSE | 3/2/16 10 Event Strengths & Weaknesses
• 
Measures that could be taken for event improvement: • 
• 
This event is a well-­‐oiled machine bringing a wide variety of visitors to the area. The constant focus is to create unique, memorable experiences for guests which is exceeded through evolving with the event partnerships, event elements, promoBons and more. For repeat event, comparison to past years: • 
Vail Snow Daze brought some new event partners this year to the expo village. Brands included: Gatorade, Sobe, Nature Valley, Audi, Helly Hansen, Bud Light, Liberty, Vail Resorts Retail, Burton, Epic Mix, Smith, Red Bull and Vail PD. The Vendor Expo Village is a strong way to reach skier traffic, enhance the guest experience and extend the promoBon of Vail Snow Daze in general. Town of Vail | CSE | 3/2/16 11 Event Strengths & Weaknesses
• 
Exceeded expectaBons in these ways: • 
Vail Snow Daze, the largest early-­‐season mountain bash in North America, returned Dec. 11-­‐13, 2015. From awesome live concerts at Solaris and the Sponsor Expo Village at the base of Gondola One to après and aOer-­‐dark parBes throughout Vail Village and Lionshead, Snow Daze was a weekend not to be missed. • 
Performing arBsts for Snow Daze 2015 at Solaris included Big Head Todd and the Monsters, JJ Grey & Mofro, Nicki Bluhm and the Gramblers and Bonfire Dub. AddiBonal entertainment included DJ P Rock at Mountain Plaza. • 
MarkeBng exposure conBnues to be strong and event partner’s digital media and/or event promoBons generate addiBonal exposure. Town of Vail | CSE | 3/2/16 12 Event Strengths & Weaknesses
• 
Exceeded expectaBons in these ways: • 
Vail remains commi<ed to providing free, first-­‐rate entertainment for locals and desBnaBon guests from all over the world. The weekend event kept lodging at capacity, restaurants and shops packed and the mountain full of smiling skiers and riders. • 
Strong Sponsorship – Vail Snow Daze was presented by Pepsi, Bud Light, Audi and Town of Vail and sponsored in part by Smith, Helly Hansen, Nature Valley, Liberty Skis, Vail Resorts Retail, Always Mountain Time and KZYR. Town of Vail | CSE | 3/2/16 13 Community Contribution
• 
Describe how the event impacted Vail’s sense of community: • 
Vail Snow Daze does a great job of impacBng the sense of community. It is a strong kick-­‐off to the ski season bringing free entertainment to the early-­‐season guests. • 
With a variety of après and aOer-­‐dark parBes to ramp up the excitement, as well as base area expos this event is more than concerts in town. • 
This event drove traffic to the mountains for crowds to enjoy the entertainment and early season snow in the mountains. • 
Vail Snow Daze set the tone for a strong snow season ahead. Free concerts and a variety of fun sponsor acBvaBons for guests to enjoy both on and off the mountain. Town of Vail | CSE | 3/2/16 14 Topline Marketing Efforts - General
ADVERTISING, MARKETING AND PUBLIC RELATIONS A full adverBsing, markeBng and public relaBons campaign was executed surrounding Vail Snow Daze in the local, regional and naBonal media. Placements were made with print, broadcast and digital outlets. • 
Media impressions totaled more than: 2,252,542 • 
Print impressions: 768,660 • 
Television impressions: 1,083,763 • 
Internet impressions: 654,119 • 
Email blasts: 31,000 • 
Editorial: 3,027,707 Town of Vail | CSE | 3/2/16 15 Topline Marketing Efforts – Front Range
A full adverBsing, markeBng and public relaBons campaign was executed Vail Snow Daze in the Front Range and Local Media. Placements were made with print, broadcast and digital outlets. Colorado Daily •  3 full-­‐page four-­‐color print ads: December 4, 7 and 11 •  98K Adult Impressions Westword •  2 junior-­‐page four-­‐color print ads: December 3 and 10 •  360K Adult Impressions Billboard TV: •  54 billboards on KUSA, KCNC and KTVD: November 23-­‐December 10 •  933K Adult Impressions •  58 TRPs against ages 25-­‐54 •  :10 “brought to you by” billboards in closed capBoning, weather, news and sports programming Town of Vail | CSE | 3/2/16 16 Topline Marketing Efforts – Front Range
Westword Online •  Content inclusion in E-­‐Newsle<er: December 9 –  43K Adult Impressions –  Open Rate: 12% / CTR: 1.52% •  Twi<er Post: December 9 –  92K Adult Impressions Open Snow •  7 MenBons in Snow Reports: Dec. 9, 10, 11 (x2 each) and 12 –  CTR: 6% Town of Vail | CSE | 3/2/16 17 Topline Marketing Efforts – Local In-Resort Media
Vail Daily •  7 half-­‐page four-­‐color print ads: November 20 and December 2, 4, 7, 9, 11 and 12 •  241K Adult Impressions Vail Weekly •  2 full-­‐page full-­‐color print ads: December 4 and 11 •  69K Adult Impressions Local Radio •  :60 spots on KCCH, KKVM and KZYR from November 23 – December 12 •  250K Adult Impressions TV8 •  :30 spots from November 23 – December 12 •  150K Adult Impressions Town of Vail | CSE | 3/2/16 18 Topline Marketing Efforts – Digital
Event informaBon was included in email content from numerous organizaBons, including Vail Mountain, Town of Vail, Open Snow, Highline and others. •  Vail Mountain email blasts that included Snow Daze event messaging: –  November 20: 29,686 recipients; 6,268 unique opens; 672 clicks to view event details •  Vail Snow Daze has an event page at vail.com/snowdaze, which included schedules, sponsor logos, links and more. •  Snow Daze page views totaled 33,226 Town of Vail | CSE | 3/2/16 19 Topline Marketing Efforts – Social Media
Social media played a large role in spreading the word about the event, as many of the arBsts and sponsors involved in the event are very acBve on a number of social networks. FACEBOOK •  Total Posts: 8 •  Total Reach: 108,173 •  Total Likes/Comments/Shares: 2,580 •  Highlight: November 4, Snow Daze lineup announcement –  Reach: 17,682; Likes/Comments/Shares: 1,050 •  Highlight: December 11, Snow Daze GoPro video –  Reach: 58,787; Likes/Comments/Shares: 623 Town of Vail | CSE | 3/2/16 20 Topline Marketing Efforts – Social Media
TWITTER Total posts: 10 Total impressions: 91,054 Total engagements: 3,168 Highlight: November 23, Snow Daze Bud Light Getaway •  Impressions: 11, 059; Engagements: 360 Highlight: December 4, Snow Daze Welcome Back Post •  Impressions: 111,686; Engagements: 362 Highlight: December 12, Powder Shot •  Impressions: 13,672 Engagements: 537 Town of Vail | CSE | 3/2/16 21 Topline Marketing Efforts – Social Media
INSTAGRAM Total posts: 8 Total impressions: 18,390 Total engagements: 725 Highlight: December 8, Forecast and Event Plug •  Likes: 6,132; Comments: 436 Highlight: December 11, Concert Shot and Snow Update •  Likes: 2,744; Comments: 47 Town of Vail | CSE | 3/2/16 22 Topline Marketing Efforts – Public Relations
A public relaBons campaign surrounding Vail Snow Daze was conducted, reaching out to local, regional and naBonal media outlets to enhance coverage of the event in the news media. Two press releases went out on Nov. 4 and Dec. 3 to announce the complete lineup for Snow Daze, as well as an announcement regarding openers and a reminder for the event schedule. Snow Daze menBons were also included in several press releases including announcements around early season, snow and terrain messaging. •  Opening Day alert on Nov. 20 •  Snow/Terrain announcement on Nov. 24 •  Back Bowl opening announcement on Dec. 2 •  Side snow messaging announcements on various dates Town of Vail | CSE | 3/2/16 23 Topline Marketing Efforts – Public Relations
Major Hits – The public relaBons campaign resulted in a number of major placements for the event, including a major Associated Press hit that went to hundreds of outlets including: •  Transworld Business (Nov. 23): 141,938 UMV •  Westword Online (Dec. 1): 296,968 UMV •  Vail Daily (Various Dates): 387,581 UMV •  9News (Nov. 30): 1,201,220 UMV •  Boston Herald (Sept. 17) •  RealVail (Dec. 2 and Dec. 8) •  Colorado Daily (Various Dates) •  Wichita Eagle Town of Vail | CSE | 3/2/16 24 Potential for Growth & Sponsorships/Media Exposure
• 
The robust markeBng plaPorms and savvy social/digital plaPorms in place by Vail lend to exponenBal growth in Event followers and acBon • 
New naBonal brands conBnue to be part of the markeBng mix at Vail Snow Daze • 
We conBnue to aim for growth with the ski industry hard goods category with gear demos for the guests to enjoy Town of Vail | CSE | 3/2/16 25 Sustainability Efforts
• 
Worked with town environmental officials to develop green pracBces and worked with Vail Honey Wagon to recycle all event cardboard, plasBc and aluminum • 
Had event staff dedicated to collecBng and sorBng trash and recycling • 
Served beverages in recyclable or compostable cups • 
No vehicles were leO idle while loading in and out • 
Moved to majority use of linens in lieu of plasBc disposable tablecloths The Town of Vail is commi0ed to the stewardship and protec5on of our unique mountain environment. In considera5on of both our local and global impacts and opportuni5es, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protec5on, and community awareness and educa5on. Town of Vail | CSE | 3/2/16 26 Event Budget
• 
Total event budget: $369,756 • 
CSE funds: $40,000 • 
Profit and loss: -­‐ • 
Funding uBlizaBon: Overall Event ProducBon • 
In-­‐kind sponsorship: -­‐ • 
Cash sponsorship: $302,143 * Event producer to attach detailed budget for recap
Town of Vail | CSE | 3/2/16 27 Additional Information/Appendix
• 
Detailed budget in complete PDF • 
Full version of the Survey Dashboard PDF in Appendix • 
AddiBonal MarkeBng Display Items and PR Examples Town of Vail | CSE | 3/2/16 28 2015EventVi
si
t
orSummar
y:Vai
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At
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52
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2015 VAIL SNOW DAZE FINAL BUDGET
(as of 1/26/2016)
Actual
Vail Snow Daze
REVENUES:
419
420
420.5
421
422
422.5
423
424
424.5
Vail Resorts' Strategic Alliance Funding
Vail Mtn Marketing Funding
CSE Event Funding
Vail Mtn Incremental Funding
Entry Fees
Concert Ticket Sales (Private Reserve)
F&B Sales (net sales tax 4.0%)
Band Merchandise Sales Cut
ATM Commission
TOTAL REVENUES
EXPENSES:
510
517
518
519
519.5
520
525
526
526.5
527
529
530
533
535
538
543
550
555
617
620
626
627
628
630
636
640
641
642
643
644
646
669
670
671
672
672.5
Event Operations/Security
Talent/Bands
Production
Event Promotions
Event Advertising/Marketing
Event Merchandise/Sponsor Gifting
Event Supplies
F&B Expenses
Charitable Donation (Bev Sales)
Equipment Rental
Event Photography
Portable Toilets/Trash/Recycling
Prize Money/Appearance Fees
Public Relations
Venue Rental/Site Fees
Wardrobe/Uniforms
Event Insurance
Equipment Repairs
Bank/Credit Card Charges
Vehicle Expenses
Pre-press/Design
Licenses and Permits
Printing and Reproduction
Office/Computer Supplies
Postage/Shipping
Event Travel
Meals/Entertainment
Lift Tickets
On-Mountain Dining
Event Lodging
Sponsor Ground Transfers
Contract Labor
Event Payroll Expenses
Sponsor Implementation/Fulfillment
Event Management (EP/AP)
Project Fee
TOTAL EXPENSES
PROFIT/LOSS
$
137,500
157,143
40,000
7,500
27,613
-
$
369,756
$
27,496
92,194
44,262
250
5,129
9,966
4,000
38,420
2,523
3,600
7,500
200
1,500
1,950
972
200
207
938
1,082
3,480
18,888
20,000
50,000
35,000
$
369,756
$
-
-CONFIDENTIALPrepared by H I G H L I N E
2013 SNOW DAZE RECAP REPORT
VAIL SNOW DAZE 2016 DISPLAY AND PRINT EXAMPLES EXECUTIVE SUMMARY Vail Snow Daze, the largest early-­‐season mountain bash in North America, returned Dec. 11-­‐13, 2015. From awesome live concerts at Solaris and the Sponsor Expo Village at the base of Gondola One to après and aVer-­‐dark parXes throughout Vail Village and Lionshead, Snow Daze was a weekend not to be missed. Performing arXsts for Snow Daze 2015 at Solaris included Big Head Todd and the Monsters, JJ Grey & Mofro, Nicki Bluhm and the Gramblers and Bonfire Dub. AddiXonal entertainment included DJ P Rock at Mountain Plaza. Sponsors that were involved in Snow Daze included: Pepsi, Bud Light, Audi, Town of Vail, Smith Helly Hansen, Nature Valley, Liberty Skis, Vail Resorts Retail, Colorado Mountain Express, Always Mountain Time and KZYR. EVENT SNAPSHOT Total es8mated a;endance: 57,358 Dates: Friday, December 11 through Sunday, December 13 Es8mated total media impressions: 7,817,791 Loca8ons: Solaris; Base of Gondola One, Mountain Plaza; and Vail Village and Lionshead Bars and Restaurants EVENT SCHEDULE ADVERTISING: COLLATERAL ADVERTISING: PRINT EVENT CREDENTIALS EVENT PHOTOS EVENT PHOTOS EVENT PHOTOS