Event Recap: Vail Snow Daze

Event Recap: Vail Snow Daze
HIGHLINE
February 5, 2014
Vail Snow Daze: December 9 – 15, 2013
HIGHLINE, JEFF BRAUSCH, CEO
Office: 970.476.6797 x 703
Mobile: 970.393.2128
[email protected]
Town of Vail | CSE | 2/5/14 2 Vail Brand Compatibility
“Premier International Mountain Resort Community”
Standard of excellence met by:
• 
Attracted incremental Vail Visitors both instate as well as a national audience with A-list
headliner acts and an extremely strong, world
class marketing and PR platform
• 
2013 saw continued success driving traffic to
Vail as a destination resort. The weeklong
festival returned Dec. 9-15, 2013 and helped
to attract Vail visitors with a packed schedule
of participatory contests, parties, giveaways,
on-mountain action and awesome live
headliner concerts
Town of Vail | CSE | 2/5/14 3 Event Strengths & Weaknesses
• 
Exceeded expectations:
• 
Performing artists for Vail Snow Daze 2013 at Ford Park included
Rebelution with opener MiM0SA and Matisyahu with co-headliner
Big Head Todd and the Monsters. Additional entertainment
included DJ P Rock at Mountain Plaza
• 
Vail Snow Daze was a week in Vail not to be missed. Additional
event elements included the Sponsor Expo Village, apres and
after dark parties and more
• 
Marketing and PR campaigns were very successful – major
coverage generated millions of impressions and $500,000.00 in
value
• 
Media included television, social and digital media, radio, print
and more
Town of Vail | CSE | 2/6/13 4 Event Strengths & Weaknesses
• 
Exceeded expectations continued:
• 
Strong sponsorship considering economic environment,
including Bud Light, Pepsi, Sprint, Helly Hansen, Red Bull and
more
• 
Vail Snow Daze was a strong platform, both through media as
well as through added energy in town. The expo village
experienced additional partners this year including Burton and
Salomon and Vail Sports
• 
Out of state returnees to Vail Snow Daze increased by more
than 10% over last year
Town of Vail | CSE | 2/6/13 5 Event Strengths & Weaknesses
• 
Measures that could be taken for event
improvement:
• 
Vail Snow Daze continues to work with
event partners to create fun, interactive
activations, both on-mountain and off
throughout the week that Vail guests and
their families will enjoy
Town of Vail | CSE | 2/6/13 6 Event Strengths & Weaknesses
• 
For repeat event, comparison to past years:
• 
Much like last year, the majority of
respondents were from out-of-state
• 
30% of those surveyed had attended Vail
Snow Daze in the past
• 
50% of those surveyed knew of Vail Snow
Daze prior to their arrival
• 
Almost all respondents were aware there
was a major event happening here in Vail
and like last year, nearly three-quarters knew
Vail Snow Daze was the name of the event
Town of Vail | CSE | 2/6/13 7 Event Budget
• 
Total event budget: $545,894
• 
CSE funds: $50,000
• 
Profit (loss): $(0)
• 
Funding utilization: Event production
• 
In-kind sponsorship: None
• 
Cash sponsorship: $442,953
Town of Vail | CSE | 2/5/14 8 Estimated Results*
Attendance Numbers
•  Estimated attendance: 62,518+
•  (via ticket sales, crowd counts (live/photos), concert wrist bands,
lodging occupancy, lift tix)
•  % of people in Vail specifically for event: 41%
•  % of people attended previous years: 30%
* Based on survey results. Town of Vail | CSE | 2/5/14 9 Estimated Results*
Demographic Profile
•  Attendees came from (local,
regional, out of state, international):
•  Local: 20%
•  Regional: 29%
•  Out of state/International: 42%
•  Average age and income bracket of
attendees:
•  Average Age: 37;
•  M=68% F=32%;
•  Ave HHI = $233,231+
* Based on survey results. Town of Vail | CSE | 2/5/14 10 Estimated Results*
Event Attendee Estimated Spending
•  Lodging:
•  % attendees stayed in Town of Vail: 65%
•  Average amount spent on lodging/day: $150 per person
•  Estimated room nights booked due to event association: 24,382
(2ppll/room)
•  Lodging call to action: As included on the homepage of
vail.com/snowdaze with links direct to the corresponding
lodging deals/call to action
* Based on survey results. Town of Vail | CSE | 2/5/14 11 Estimated Results*
Event Attendee Estimated Spending
•  Dining: $100
•  Shopping: $50
•  Other Activities: Guests of Vail Snow Daze are interested in not only
the concerts and on-snow events but also skiing/snowboarding,
beer festivals, dining, shopping, family activities and competitive
events
* Based on survey results. Town of Vail | CSE | 2/5/14 12 Estimated Return on Investment (ROI)*
•  Additional Town of Vail spending event generated: $9,377,250
•  Ratio of increased revenue to amount of funding received:12.6-to-1
•  Sales tax revenue generated by the event and accrued to Town of
Vail including sales and lodging tax:** $682,674
* Based on survey results. ** The TOV collects 4% sales tax with the excepKon of short-­‐term lodging which collects 5.4% aOer the addiKon of a 1.4% local markeKng district tax. For more informaKon: hSp://www.vailgov.com/
subpage.asp?dept_id=48 Town of Vail | CSE | 2/5/14 13 Visitor Intent to Return*
Satisfaction ratings:
• 
60% of respondents answered that they are likely to attend Vail
Snow Daze next year
* Based on survey results. Town of Vail | CSE | 2/5/14 14 Topline Marketing Efforts
A full advertising, marketing and public relations campaign was
executed surrounding Vail Snow Daze in the local, regional and
national media. Placements are made with print, broadcast and
digital outlets.
• 
• 
• 
• 
• 
• 
• 
Media impressions totaled more than: 20,650,276+
Print impressions: 977,237
Outdoor impressions: 807,240
Television impressions: 3,130,906
Internet impressions: 3,256,572+
Email Blasts: 146,000
Editorial: 12,332,321+
Town of Vail | CSE | 2/5/14 15 Topline Marketing Efforts
Traditional: Front Range Print
•  Colorado Daily
•  Run Dates: November 22, December 6 and 13
•  3 ads
•  120,000 Adult 18+ Impressions
•  Westword
•  Run Dates: November 28, December 5 and 12
•  3 ads
•  223,704 Adult 18+ Impressions
•  Boulder Daily Camera
•  Run Dates: November 29
•  1 ad
•  154,733 Adult 18+ Impressions
Town of Vail | CSE | 2/5/14 16 Topline Marketing Efforts
Traditional: Local Print
•  Vail Daily
•  Run Dates: November 22 and December 2, 6, 10,
11, 12, 13 and 14
•  8 ads
•  Vail Weekly
•  Run Dates: November 22 and December 6 and 13
•  3 ads
Total Adult Impressions: 478,800
Town of Vail | CSE | 2/5/14 17 Topline Marketing Efforts
Advertising: Broadcast 2013 Television Placements
Front Range Colorado ads were placed through Broadcast TV Denver
Stations
•  Run Dates: Weeks of November 25, December 2 and 9
•  :10 and :07 second spots aired during primetime, sports and
entertainment programming
•  Networks: CBS, ABC, NBC and KTVD
•  Examples: Survivor, Person of Interest, Victoria Secret Fashion Show,
Broncos Pre Game, College Football, Trophy Wives, Jimmy Kimmel &
9news
•  The television campaign generated 3,130,906 Impressions
•  Impressions amongst Adult Viewers 18+: 3,130,906
TV8
•  Run Dates: December 1-15
•  :30 second spot
Town of Vail | CSE | 2/5/14 18 Topline Marketing Efforts
Outdoor
•  Idaho Springs Billboard
•  Run Dates: November 18 – December 9
•  East Facing Board with excellent visibility as
drivers are heading up to the mountain
•  807,240 Adult Impressions
Town of Vail | CSE | 2/5/14 19 Topline Marketing Efforts
Radio - 2013 Radio Placements
KZYR 97.7FM The Zephyr
•  Eagle County coverage
•  100 spots / :60 seconds in length
NRC BROADCASTING
•  KSMT and KKCH
•  Eagle, Summit, Garfield and Routt Counties
•  130 spots/ :30 seconds in length
Town of Vail | CSE | 2/5/14 20 Topline Marketing Efforts
Digital
•  Event information was included in email blasts from numerous organizations,
including Vail Mountain, Town of Vail, Open Snow, Highline and others.
•  Two Local and Destination Passholder email blasts that included Vail Snow Daze
messaging:
•  November 12: 110,000 recipients; 55,000 opens; 2,200 clicks on Vail Snow
Daze
•  December 6: 36,000 recipients; 22,000 opens; 397 clicks on Vail Snow Daze
•  Vail Snow Daze had an event page at vail.com/snowdaze, which included
schedules, sponsor logos, links and more.
•  Vail Snow Daze page views totaled 48,693, while Vail Snow Daze blog page views
came in at 7,071.
•  Online static ads for Vail Snow Daze were placed in-state through networks that
serve ads through geo-targeting and online behavior, which generated an estimated
150,365 impressions from November 28 through December 14.
Town of Vail | CSE | 2/5/14 21 Topline Marketing Efforts
Digital
Town of Vail | CSE | 2/5/14 22 Topline Marketing Efforts
Social Media: Facebook
Social media played a large role in spreading the word about the event, as many of the
artists and sponsors involved in the event are very active on a number of social
networks.
November 1
Reach: 34,544 / Likes: 841 / Comments: 228 /
Shares: 212 / Post Clicks: 2,400
December 15
Reach: 46,752 / Likes: 409 / Comments: 22 /
Shares: 19 / Post Clicks: 9,193
Town of Vail | CSE | 2/5/14 23 Topline Marketing Efforts
Social Media: Twitter (Sampling)
November 2
Announcing the Vail Snow Daze FREE concert lineup! @matisyahu @RebelutionMusic
@TigranMimosa pic.twitter.com/iaU5414Nht
Retweets: 22 / Replies: 3 / Favorites: 13 / Potential Impressions: 26,568
December 10
It’s #VailSnowDaze! Come help us set a few World Records with @RecordSetter & @pepsi at
Friday’s concert http://blog.vail.com/vail-snow-daze-2013/?
utm_content=buffer66a6b&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer
Retweets: 14 / Replies: 0 / Favorites: 7 / Potential Impressions: 2,473,073
December 12
@koolaidunited Great timing! Have a safe flight :) You also going to some of
the #VailSnowDaze concerts?
Retweets: 0 / Replies: 1 / Favorites: 0 / Potential Impressions: 26,669
December 14
Have you submitted you best #VailSnowDaze photos yet? Today only: @Sprint Hashtag
Contest on Instagram! http://instagram.com/p/h6QH8Bq2Ns/
Retweets: 1 / Replies: 0 / Favorites: 3 / Potential Impressions
Town of Vail | CSE | 2/5/14 24 Topline Marketing Efforts
Social Media: Instagram
Social media played a large role in spreading the word about the event, as many of the
artists and sponsors involved in the event are very active on a number of social networks.
December 12
Likes: 1,021 / Comments: 34
December 13
Likes: 1,961 / Comments: 18
December 12
Likes: 467 / Comments: 11
Town of Vail | CSE | 2/5/14 25 Topline Marketing Efforts
Public Relations
A comprehensive public relations campaign surrounding Vail Snow Daze was
conducted, reaching out to local, regional and national media outlets to enhance
coverage of the event in the news media.
Press Releases – Three press releases on subjects ranging from the initial
announcement of the concert lineup to the day-to-day lineup of events for Vail Snow
Daze were distributed to national, local and regional media.
Editorial Placements - The comprehensive public relations campaign for Vail Snow
Daze resulted in 50+ editorial placements in local, regional and national print, online
and broadcast news media, which generated an estimated circulation of over
12,332,321.
Town of Vail | CSE | 2/5/14 26 Sustainability Efforts
Green Measures
• 
Worked with town environmental officials to develop green
practices and worked with Vail Honey Wagon to recycle all
event cardboard, plastic and aluminum
• 
Had event staff dedicated to collecting and sorting trash and
recycling
• 
Served beverages in recyclable or compostable cups
• 
No vehicles were left idle while loading in and out
• 
Moved to majority use of linens in lieu of plastic disposable
tablecloths
Town of Vail | CSE | 2/6/13 27 Additional Information
A variety of print and display items to follow:
Vail Snow Daze Rack Card and Poster
Town of Vail | CSE | 2/6/13 28 Additional Information
Town of Vail | CSE | 2/5/14 29 Thank you
Town of Vail | CSE | 2/5/14 30 VAIL SNOW DAZE
Estimated Incremental Room Nights and Revenue generated by Vail Snow
Daze. The numbers below are estimates from the 2013 event.
Incremental Room Nights
Estimated attendance:
Those who came just for the event:
Those staying in Town of Vail lodging:
Average nights stay in Vail:
Total Incremental Room Nights:
62,518
60%
65%
2
24,382 dbl occupancy
Incremental Spending
Estimated attendance per day:
Average amount spent Dining 100/Shopping 50:
Event Days:
Subtotal incremental Spending:
12,503
$150
5
$9,377,250
Average lodging price per person per night:
Incremental room nights:
Subtotal spent on lodging:
$150
48,764/24,382 dbl occup.
$7,314,600
Number of days in Vail not for event:
Number of people staying additional days:
Average amount spent per day:
Subtotal spent on non-event days:
1.0
2,500
$150
$375,000
Total Estimated Spending:
$17,066,850
What return on investment should the Town of Vail expect?
2013 Town of Vail Return on Investment
Town of Vail Investment
$50,000
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based
on the projected PR and marketing for this event and estimates from
this event last year and other similar events.
$500,000
Return on Investment through Media, PR and
Event Related Impressions alone:
9-to-1
Est. Incremental Room Nights Generated (double occupancy)
24,382
Incremental Spending Generated
$17,066,850-
Tax Receipts (Sales - 4%, Lodging - 4%)*
*does not reflect Lift Ticket tax revenues or TOV parking revenues
$682,674
Return on Investment through Incremental Spending
in the Town of Vail:
12.6-to-1
2014 Vail Snow Daze Budget
(pro-forma as of 1/29/2014)
Actual
Vail Snow Daze
REVENUES:
420
420.5
421
421.5
422
423
Sponsorships
CSE Event Funding (less commission)
Entry Fees
Concert Ticket Sales (Private Reserve)
F&B Sales (less sales tax 4.0%)
Band Merchandise Sales Cut
$ 442,953
50,000
-­‐
14,970
37,579
392
TOTAL REVENUES
$ 545,894
EXPENSES:
510
517
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
$ 30,112
261,838
200
-­‐
-­‐
6,212
26,699
4,500
54,875
-­‐
5,500
-­‐
-­‐
-­‐
-­‐
7,500
115
620
1,500
-­‐
1,851
9,631
200
85
1,625
185
-­‐
-­‐
5,103
-­‐
7,725
19,819
15,000
50,000
35,000
Event Operations/Security
Entertainment/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 (Solaris)
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/Sales 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
$ 545,894
TOTAL PROFIT (LOSS)
$ 0 -CONFIDENTIALPrepared by H I G H L I N E