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Since its creation in 1981, the Vail Valley Foundation has had the privilege of providing the world a
glimpse of the Vail Valley through its collection of world-class athletic, arts and entertainment events
and programs.
The Vail Valley Foundation is dedicated to enhancing and sustaining the spirit of the Vail
Valley from an educational, cultural, athletic and community-based perspective. In essence,
enriching the mind, body and soul of the Vail Valley Community, our myriad international guests
who visit us and the many global corporations and brands who yield a tangible return on investment
through intelligent and strategic support of select Foundation initiatives.
By supporting what both local and state-wide private business and public office cannot, the
Foundation cultivates the vital spirit that is the Vail Valley touching all walks of life around the globe.
Athletics, Education & The Arts
Vail Valley Foundation Recap presentation to CSE for 2011 Vail International Dance Festival and 2011 Hot Summer Nights
Athletics, Education & The Arts
Vail International Dance Festival Summary• Vail, Colorado July 26 to August 14, 2011• On-site Audience Reach/Attendees from 2011: 17,590 • Fifth season with Damian Woetzel as Artistic Director• Diverse programming provides something for everyone: classical, contemporary, ballroom, street dancing, etc.
Vail Intl. Dance Festival Demographics from 2011 Festival Intercept Survey Results (sample size: 180):• 56% female, average age was 52 • 85% reported annual HHI $100K • 49% of the attendees were locals and 43% were overnight guests.•64% of the attendees were from CO, 21% out of state, 1% int’l. •79% of the attendees staying in paid lodging stayed in Vail, CO.•Average nights stayed was 5, producing 1,544 room nights over the course of the Festival at an average nightly rate of $196. •77% of the respondents came to Vail, CO specifically for VIDF• Overall satisfaction = 4.8 (using a scale of 1-5, 5 being ex. satisfied)• 63% of the respondents were returning guests to the VIDF• 78% rated “Very” or “Extremely Likely” to return in 2012• 86% of respondents owned a home
Economic Impact•VIDF overnight visitors staying in paid lodging spent (est.) $241,387 in dining, $110,348 in retail and $81,610 in activities. •VIDF overnight visitors that stayed somewhere other than in paid lodging spent (est.) $327,265 on dining, $99,376 on retail and $53,914 on activities.•VIDF day visitors and locals spent (est.) $54,281 on dining and $1,179 on retail. •Estimated economic impact on TOV $1.3M (+/- 20%)
“At the Gerald R. Ford Amphitheater… Visible behind the stage is a small rock garden and the steep pine-clad slopes of the Rockies.”- The New York Times
Eat! Magazine 2 times Full PageV Magazine 2 times Full PageTaste of Vail 1 time Full PageSenior Section 10 times Full PageBeaver Creek Magazine 1 time Full PageBravo! VVMF program book 1 time Double truckVPAC program book 1 time Full PageBoulder Weekly 1 time Full PageVail Valley Magazine 1 time Full PageWestword 1 time Full PageColorado Expressions Magazine 1 time brochure insertion
2011 Marketing and Media Initiatives
Denver Post 6 times 3 Column 5.50 x 9 +online
Vail Daily Daily Full, 1/2, remnant +online
Vail Daily 2 times brochure insertion
Local and Regional Print
Colorado Public Radio individual shows underwriting
KZYR 97.7fm Daily :30, :60, liners, features
KZYR 97.7fm 3 times remote broadcast
Local and Regional Radio
VIDF PatronMail Database Monthly/Weekly newsletter
Vail Valley Partnership July copy
Vail Resorts/Summer Vail July copy
TV8 rotation :30 spot, Interveiws
Comcast Denver Interconnect July-August :30 spot
New Media
Local and Regional TV
Email BlastsFacebookTwitterBlogYouTube/HuluFlickr
Brochure 50,000 pieces March
Buckslips 5,000 pieces Dec-Aug
Program Book 12,000 pieces June
Posters 600 pieces June
Collateral Materials
Sense Of Community •The VIDF has become an iconic brand within the Valley as well as across the nation, garnering consistent press coverage from national media outlets. There is a sense of pride in our community with the Festival being considered one of the finest in America; on par with any number of large cosmopolitan cities around the world. •Special general admission and student pricing keeps the Festival within the means of all residents. Dance for $20.11 ($20 for seats and $11 for lawn) is intended to create new audiences for dance and each year, this evening sells out across the board. This year students 12 and under received FREE general admission to all performances at the GRFA.•Celebrate the Beat, an educational outreach program for Vail Valley youths, brings the Festival off-stage and into the schools. CTB served 700 students ages 9-13 with its Eagle County in-school workshop (held winter 10-11) and the August 2011 session. CTB students opened the International Evenings of Dance on August 5 with artist-in-residence Charles “Lil Buck” Riley. •8 FREE Events: 3 Village Vignettes, 3 Dancing in the Streets, at Solaris Plaza, Hot Summer Nights of Dance, at the GRFA, and a Milonga in the gala tent, at the Betty Ford Alpine Gardens continue to be held during the three-week Festival. All are welcome and visitors and locals alike are engaged in the Festival atmosphere. Estimated participation is nearly 1,000 people!•Toy drive in conjunction with the Salvation Army on July 26, at the Hot Summer Nights of Dance Performance and August 9, at Dance for $20.11, to support their holiday cabin.•August 6 International Evenings of Dance (II) performance dedicated to First Lady Mrs. Betty Ford. • 91 Volunteers donated 2,059 hours of time to the festival in the areas of transportation, wardrobe, ushers and street team and ambassadors.
Festival Highlights •Unwavering commitment to exceptional programming attracts the most renowned companies, dancers and choreographers in the world to the stages of the Vail Valley.•The 2011 VIDF had the opportunity to host the launch of New York City Ballet’s touring company – MOVES.•Donation from the Keith Haring Foundation of an image to use on Festival merchandise and posters. • Ticket revenue was up more than 16%, with attendance at Amphitheater shows alone at 13,550. •The Festival closed with a new VIDF signature performance, Dance TV. Playing off the popularity of the successful reality TV performances.•Robust online and social presence with creation of @VailDance twitter handle, new Groupon and Facebook campaigns with post views up 152% over 2010. 14,500 YouTube video views. •Unprecedented editorial/PR coverage from international publications like Departures, Point, London Evening Standard, Wind Blue Yonder, Vanity Fair and 6 placements in The New York Times – alone generating 12.6 million audience impressions. •A successful balance of programming with live music, world premieres and the world’s most popular marquis names in dance allow dance aficionados and new enthusiasts alike to feel as though they get what they pay for. •Artist-in-residence, Charles “Lil Buck” Riley and New Styles Krew brought their Memphis Jookin’ style of dance to the Festival.
Plans For Improvement & 2012•Audience feedback indicated that parking and transportation to the performances at the Amphitheater were problematic.•Seek opportunities to work collaboratively with other arts related non-profit entities: Bravo, Art In Public Places, Vail Symposium and Vail Jazz Festival•Bring VIDF Fringe Events back to Lionshead Village!•SSDI may re-brand itself to VVDI, expanding their program from 3 weeks to 2 weeks.•Utilize VIDF Gala Tent in Betty Ford Gardens for an event the night after (Saturday) the Gala.
2012 Vail International Dance Festival: July 24 – August 11
International Evening of Dance II
Saturday, August 6, 2011
Dedicated to First Lady Betty Ford
A special tribute:LETTER TO THE WORLD (excerpt)
Not knowing when the dawn will come, I open every door.- Emily Dickinson
Premiere: August 11, 1940 -- Bennington, VermontMusic: Hunter Johnson ~ Piano: Michael Tilley ~ Choreography: Martha Graham ~
Performer: Fang-Yi Sheu
Dedicated to First Lady Betty Ford
Martha Graham’s notes:
“The title Letter to the World is from a poem by Emily Dickinson. The action is built on the legend rather than the facts of her life; and the scene is laid in the shadow world of her imagination. This solo, the opening dance of the ballet, evokes Dickinson’s eagerness to engage with life, and her curiosity and thoughtful observation of the world around her. The Martha Graham Center is delighted to have Fang-yi Sheu perform this solo to honor our friend, supporter and alumna Betty Ford.”
• Mrs. Ford was a member of Martha Graham’s Auxiliary Performance Troupe• The Town of Vail and Vail Resorts, Inc. subsidized lawn seating so the community could gather and sit on the lawn for free to honor the
late Mrs. Ford • After the performance nearly 1,000 people participated in a candle light procession from GRFA to the Betty Ford Gardens for a post-
performance ceremony and dessert reception.• Post-performance ceremony included remarks by Ceil Folz and Father Brooks Keith and slide show of Mrs. Ford’s life• Susan Ford attended both the performance and the reception on behalf of the Ford family• Mrs. Ford was instrumental in the creation and development of the Vail International Dance Festival
Revenues Cash & Trades 1,627,502
VAIL INTERNATIONAL DANCE FESTIVAL 2011 Operating Budget
EXPENSES
Facilities-Operations 8,000
Gifts/Merchandise 6,000
Labor 634,081
Lodging 65,000
Mail - Postage/Shipping 5,500
Marketing, Advertising & PR 163,760
Non-Social Food 9,500
Permits 500
Sales Commission & Expenses 8,500
Social - F&B, Entertainment (includes gala) 85,312
Sound, Production & Supplies 69,288
Talent/Speakers 400,000
Transportation/Auto Mileage 72,100
Trades 139,000
Total Expenses 1,666,541
Net Profit - Loss -39,041
The New York Times“On a perfect Sunday evening, after a perfect August day in the Rockies, hummingbirds hovered above the stream that runs beside the path to the Gerald R. Ford Amphitheater here... each (International Evenings of Dance) proved it was not just international caliber – worthy of performance in any of the leading dance capitals – but it also has an international significance, with new partnerships and debuts that would please the hearts of fans thousands of miles away.”
Sense of Community• Hot Summer Nights, sets our community apart from others. Free concert series like HSN have become a beloved part of the summer lifestyle in Vail. People have busy lives; work, personal interests, families, etc and it is hard to stay connected….HSN is a place to see and catch up with old friends. • Our community is diverse; diverse in age, interests and income levels, to name just a few. HSN serves an important and growing demographic group just as the Vail Intl Dance Festival serves equally well an older, more affluent demographic of our community.
Bud Light Hot Summer Nights has proven once again that it is THE social event of the summer, turning the Gerald R. Ford Amphitheater into the weekly gathering spot for guests and locals alike. Annually recognized as the premiere free concert series in the valley, Hot Summer Nights is a tremendous free benefit for the community and tourists, and something everyone looks forward to summer after summer in Vail.
Dates for 2012: June: 12, 19 & 26
July: 3, 10,17 & 24
August: 14 & 21
Hot Summer Nights Summary• 9 performances June 14 to August 30, 2011 at the Gerald R. Ford Amphitheater in Vail. • 3,500 to 4,800 people on average attend each show; mostly dependant on the weather.• THE young social scene for the valley each summer.• A big name artist is always important, but for many, if not the majority, it is less about the band and more about connecting with friends, spending time with family and having fun in Vail mid-week.
Demographics/Psychographics• 61% have a HHI of approximately $123,000• 62% are between age 35 - 64• Gender split is 55/45• 60% are Colorado residents; of which 45% are Vail Valley residents• 75% came to Vail specifically because of HSN• They are very active with primary interests being skiing, hiking and cycling• They are loyal to HSN; 61% have attended in the past, 41% have attended HSN for more than 5 years, 30% plan to make half of the performances each summer• 90% have dinner or drinks in Vail either before or after show
Highlights and Improvements for The Future
• In its 5th year with an expanded schedule that takes concerts well into August, the 2011 Bud Light Hot Summer Nights series was highlighted by virtually packed houses every week.
• A new feature at the Gerald R Ford Amphitheater this summer was the Free Bike Valet service, we provided at all the Hot Summer Nights, this was a very successful program giving guests another alternative in transportation to and from the GRFA this summer. We had over 50 bikes per show this season, with hopes to expand the service in 2012.
•On August 23rd,we partnered with Pink Colorado and decorated the Amphitheater pink. We featured a variety of wine and drink specials that evening and 20% of the proceeds went to Pink Colorado.
•HSN drives business into Vail on a Tuesday evenings pre-show, but the majority of the restaurant and bar traffic follows the performances with people making a night of it.
•2012 will follow a similar schedule with a minimum of 9 shows. We will focus on the right balance of music genre and will again incorporate HSN into the Dance Festival.
Economic Impact
• $846,000 - Using 3,800 ppl per show X 9 shows = 34,200 with 55% in Vail pre or post at an average spend of $45 per person.
Revenues Cash & Trades 560,000
FORD AMPHITHEATER (HOT SUMMER NIGHTS) 2011 Operating Budget
EXPENSES
Dues & Internet 2,500
Entertainment 1,000
Facilities - Operations 30,000
Social F&B & Décor 6,250
Insurance 10,000
Labor 322,000
Hospitality 1,500
Mail - Shipping 500
Marketing & Advertising 36,000
Non Social Food 2,000
Telephone, Trash, Utilities 34,000
Sales Commission & Exp 6,000
Sound 21,000
Talent / Speakers 100,000
Transportation 1,000
Trades 23,000
Total Expenses 610,750
Net Profit - Loss -23,750.00
On behalf of the Vail Valley Foundation Board of Directors and Staff, our sincere
thanks to the Town of Vail for your long- standing support.
Please contact Mike Imhof ([email protected] or 970.748.5917) with
questions or comments.