ABOUT THE FESTIVAL
Photo © Brian Maloney
The outdoor splendor of the Colorado Rocky Mountains is the perfect backdrop to artistic brilliance, and each summer the unique mountain town of Vail plays host to the world’s finest dancers. Nearly 20,000 people from around the United States and parts of Europe descend on Vail, a vibrant cultural destination, for the Festival’s two-week residence. The event’s spirited atmosphere transforms the village into a culturally-rich environment that is inviting to dance aficionados and newcomers alike. 2013 marked the 25th anniversary of the Vail International Dance Festival. Under the helm of artistic director Damian Woetzel, the Vail International Dance Festival has developed into a treasured celebration of dance, renowned for its artistic excellence and unparalleled programming. 2013 Festival – By the Numbers • 9 performances at the Gerald R. Ford Amphitheater in Vail • 2 performances at the Vilar Performing Arts Center in Beaver Creek • 4 off-stage, interactive community dance events (FREE for participants) • 370 students attended 11 Master Classes • 99 children participated in Celebrate the Beat’s “Pop Hop” camp
2013 Press Quotes from The New York Times
"...historic, daring and once-only conjunctions, partnerships, experiments." "Each pairing, bringing together artists from different companies, was classic Vail casting; all four dancers seemed to reach new peaks of achievement." "As Artistic Director of the Vail International Dance Festival, Damian Woetzel has become one of the foremost impresarios of American dance... There are a number of... dancers and choreographers for whom this Vail festival has been an important stage of growth." "If there’s a single work in which Ms. Peck currently leads the world, it is Balanchine’s 'Tschaikovsky Pas de Deux'..."
2013 FESTIVAL SUMMARY
• The VIDF has become an iconic brand within the Vail Valley, garnering consistent press coverage from national and
international media outlets. There is a sense of pride in the Vail community with the Festival being considered one of the finest in the world.
• The Festival annually commissions new works, which premiere in Vail, and live on in the repertories for major dance companies. In 2013, 8 world premieres were presented in Vail, including a new work by the legendary choreographer Paul Taylor.
• The world-class caliber of artists and unique setting of the Gerald R. Ford Amphitheater create a destination experience unrivaled in the performing arts world.
• Ticket sales in 2013 surpassed all previous records, resulting in an 14.5% increase over 2012 ticket sales. • VIDF has a robust online and social presence through its Facebook fan page and @VailDance twitter handle. In
2013, the VIDF Facebook page saw an increase of 5,837 new likes (169% growth) and Twitter saw an increase of 452 followers (76% growth).
• Unprecedented editorial/PR coverage was seen in 2013, resulting in 53,398,894 impressions (118% growth) and over $795,000 in media value.
• VIDF earned national recognition in The New York Times (5 placements), Travel + Leisure, Self Magazine, Fodor’s, Sunset Magazine and Spry Living. The highlights with regional and local media coverage include: Vail Daily, Vail Business Journal, Steamboat Today, The Denver Post, 5280 Magazine, 303 Magazine, Colorado Business Magazine, Colorado Expression, Boulder Daily Camera, Grand Junction Sentinel, Colorado Springs Gazette and the Charlotte Observer. The event also gained coverage within Dance publications and online blogs including: Dance Teacher Magazine, Dance Magazine, Dance Spirit, DIY Dancer, Dance Informa and Ballet Alert.
• For the first time ever, Dance Festival video footage was used to create a 26-minute documentary, which aired twice on Rocky Mountain PBS to over 60,000 households within the state of Colorado.
Photo © Brian Maloney
QUICK FACTS
VAIL ECONOMIC IMPACT $3.3M (Estimated revenue generated to the Town of Vail) TICKET SALES $616,732 (14.5% increase over 2012) MARKETING IMPRESSIONS 22,159,596 PR IMPRESSIONS 53,398,894 (117% increase over 2012)
Photo © Brian Maloney
MARKETING SUMMARY
75,558,490 Total Marketing & PR Impressions
$2,024,514 Total Media Value
IMPRESSIONS MEDIA VALUE
Public Relations 53,398,894 $795,328
Social 10,048,927 $846,263
Digital 5,027,650 $25,493
Print 3,415,685 $62,436
Television 2,687,743 $67,655
Email 797,215 $8,615
Website 152,376 $3,809
Radio 30,000 $3,000
Word of Mouth $211,915
2013 CREATIVE Program Book (2 Covers):
Print Creative: Posters:
Banners:
Digital Creative (Static):
Event Credentials:
Website:
Brochure: Parking Structure Signage:
Photo © Brian Maloney
PRINT ADVERTISING PUB FREQ DATES CREATIVE/NOTES
Colorado Ballet Program Book
1 Spring 2013 Half Page 4C
Bravo! Vail Program Book
1 June-August 2013 Double Truck 4C
Vail’s 50th Anniversary Magazine
1 December 2012-April 2013
Full Page 4C
Vilar Performing Arts Center Program Book
1 Winter 2012-2013 Full Page 4C
Vail Valley Magazine 1 Summer 2013 Full Page 4C
COLLATERAL
Season Brochure 22,084 March-August Sent via mail to ticket buyer database + Vail Valley Distribution
Program Book/ Vail Dance Magazine
15,000 July-August Vail Valley Distribution + at VIDF Performances
Poster 1,000 June-August Vail Valley Distribution
Miscellaneous Collateral
1,004 May-August Vail Valley Distribution
NEWSPAPER Denver Post 4 July-August 2013 3 columns (5.5) x 7
4C & ¼ Page 4C
Vail Daily
43 March-August 2013
Full Page 4C, ½ page 4C
3,415,685 Combined Audience
$62,436 Print Value
Photo © Chris Walt
DIGITAL ADVERTISING
WEBSITE RUN DATES IMP.
Denverpost.com Adtaxi targeting arts & travel; DP web apps, iPad app + interstitials
June-August 964,846
Google Display Network June-August 116,818
Facebook Ads January-August
3,908,884
Twitter Ads July-August 37,102
5,027,650 Impressions
$25,493 Media Value
21,699 Clicks (1.86% avg. CTR)
Photo © Erin Baiano
TV ADVERTISING
TV CHANNEL RUN UNITS
Denver Interconnect through Comcast Cooking Channel HGTV Travel Channel DIY Network Oxygen TLC CNN MSNBC FOX News Channel
July :30
Rocky Mountain PBS
May-August
:15; 26 minute
documentary (aired twice)
TV 8 Vail March –June
125 live mentions
12 “Good Morning Vail” live interviews
2,687,743 Impressions $67,655 Media Value
Photo © Erin Baiano
EMAIL BLASTS SENDER DATE
VIDF Ticket Buyer Database
Jan–August (10)
Vail Resorts/VLMD July
Rocky Mountain PBS June-August (6)
Denver Post Arts/Travel Database
July (2)
Dance Magazine June-July (2)
Bravo! Vail Ticket Buyers July
Town of Vail – Events June-August (8)
797,215 Impressions (49% increase over 2012) $8,615 Media Value
Photo © Erin Baiano
PR SUMMARY HIGHLIGHTS
• VIDF partnered with an external PR firm in 2014, which resulted in new press coverage opportunities in regional and national publications
• VIDF was featured in The New York Times 5 times
• VIDF partnered with Dance Magazine for a “Win a Trip to Vail” contest, which was featured on Dance Magazine’s website and communicated through (2) e-mail blasts
• VIDF co-hosted a Denver media event with 65 journalists in attendance, and featured a live performance by Festival artist Ron Myles
• 24 journalists and bloggers hosted during the 2013 Festival
• VIDF will be a feature story in the culture insert within the 2014 Colorado State Vacation guide
118 Media Placements 53,398,894 Impressions Earned $795,328 Media Value
118% Increase over 2012
• For every $1 spent on PR a return of $53 was earned in media value.
Photo © Erin Baiano
WEBSITE AT A GLANCE Website Traffic
Site Visits
60,952 (150% increase over 2012)
Page Views 152, 382
(25% increase over 2012)
Time on Site 3:24 (150% increase over 2012)
VAILDANCE.ORG WEB TICKET SALES
Google/Organic $111,422
Direct (No referral) $31,271
VIDF E-mail $17,851
Vail.com (referral) $11,112
Bing/Organic $9,497
Yahoo/Organic $5,589
AOL/Organic $4,904
VVF.ORG (referral) $3,352
ticketsvail.com (referral) $2,322
m.vail.com (referral) $1,458
Facebook.com (referral) $1,127
AVG/Organic $811
wordfly/email $607
visitvailvalley.com (referral) $425
denver.org (referral) $304
vail-calendar.com (referral) $238
m.facebook.com (referral) $62
TOTAL $202,352
Website Content
Top Content Homepage Schedule Tickets Opening Night IEI IEII
Top Markets Denver Vail New York City Avon Edwards Seattle
SOCIAL MEDIA SUMMARY
Photo © Erin Baiano
10,048,927 Total Social Media Impressions $846,263 Total Social Media Value
5,919,561 Facebook Impressions
3,859,852 Twitter Impressions
269,514 Video Views
$825,618 Facebook Media Value
$19,297 Twitter Media Value
$1,348 Video Media Value
9,276 (+5,837 in 2013) Total # Fans
1,043 (+452 in 2013) Total # Followers
1,130,869 Total # Video Views
2008-Present
Photo © Erin Baiano
FACEBOOK INSIGHTS September 1, 2012 – August 30, 2013
Impressions 5,919,561
Engaged Users 73,556
Page Reach 2,645,085
New “Page Likes” 5,837
FACEBOOK ENGAGEMENT September 1, 2012 – August 30, 2013
Post Likes 5,468
Comments/Shares 16,544
Video Plays 18,316
Photo Views 25,154
= 65,482
9,276 (+5,837 fans in 2013) Total # of Facebook Fans 5,919,561 Facebook Impressions
65,482 Facebook Engagements (Likes, Comments, Shares, Video Plays, Photo Views)
$825,618 Facebook Media Value
Photo © Erin Baiano
TWITTER ENGAGEMENT September 2012 – August 2013
RT 112
Favorites 56
Mentions 335 = 503
2013 TWITTER HIGHLIGHTS September 2012 – August 2013
168 Event Tweets
1,043 (+452 followers in 2013) Total # of Twitter Followers
3,859,852
Twitter Impressions
$19,297 Twitter Media Value
ONLINE VIDEO
Photo © Erin Baiano
46,954 2013 Video Views on Facebook & YouTube
$1,348 Media Value
Cumulative Video Views
(VIDF Playlist on YouTube) 2013 Festival: 28,954 2012 Festival: 45,802 2011 Festival: 365,872 2010 Festival: 190,594 2009 Festival: 365,456 2008 Festival: 134,191
Most Viewed Videos (Sept. 2012-August 2013)
1.) 2011 VIDEO: Lil Buck “Swan” – 73,805 Views 2.) 2013 VIDEO: Tiler Peck/Lil Buck/Sergei Polunin – 7,868 Views 3.) 2011 VIDEO: NYCB MOVES “After the Rain” – 7,807 Views 4.) 2009 VIDEO: Gillian Murphy & Ethan Stiefel “Black Swan” – 5,190 Views 5.) 2011 VIDEO: Lil Buck “Jookin’ Highlights” – 5,001 Views 6.) 2011 VIDEO: NYCB MOVES “Dances at a Gathering” – 4,473 Views 7.) 2012 VIDEO: NYCB MOVES “Moves” – 4,315 Views
RESEARCH HIGHLIGHTS
232 Audience Intercept Surveys Completed at Festival Performances
SURVEY COMPILED BY INTERCEPT INSIGHT, LLC
• Sample size provides statistical validity with an error rate of 6.4% at a 95% confidence interval • Attendance at Performances & Festival Events – 18,700 • Estimated revenue generated to the Town of Vail - $3.3M (+/- 20% error level should be considered) • Net Promoter Score – 85 (higher than NPS for Vail of 80) • Overall Satisfaction – 4.8 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied) • On average, 72% of the attendees come to Vail, CO specifically for the VIDF • 69% of the attendees had attended the VIDF in the past • Average number of performances attended – 2.6 • Favorite summer-time hobbies – Hiking, road biking, and mountain biking • One Change – Parking/access and F&B suggestions • Friend/family, newspaper, and the vvf.org were selected most when asked, “How did you hear about, and/or
where did you see advertising for this event?” • 77% of the attendees staying in paid lodging stayed in Vail, CO • 86% are “Very” or “Extremely Likely” to return in the future • 63% of the first-time visitors are “Very” or “Extremely Likely” to return in the future • Average nights stayed in paid lodging in Vail – 4.2 • Average age of respondents – 56 | Average age of children < 18 in attendance – 6.6 • Estimated number of room nights generated by the VIDF – 2,932 • Estimated average nightly rate - $259
RESEARCH HIGHLIGHTS
500 Online Surveys Completed by 2013 Ticket Buyers – Post-Festival
SURVEY COMPILED BY INTERCEPT INSIGHT, LLC
MOST INFLUENTIAL ADVERTISING SOURCES
PREFERRED METHOD FOR PURCHASING TICKETS TO THE DANCE FESTIVAL
RESEARCH HIGHLIGHTS
500 Online Surveys Completed by 2013 Ticket Buyers – Post-Festival (Cont.)
SURVEY COMPILED BY INTERCEPT INSIGHT, LLC
WHAT ADDITIONAL FESTIVAL ACTIVITIES SHOULD THE DANCE FESTIVAL CONSIDER IN THE FUTURE?
Photo © Zach Mahone Photo © Erin Baiano
The Vail International Dance Festival will continue to build on its momentum and reputation for excellence. By attracting the highest
caliber of artists in the world, audiences and international journalists will follow the VIDF, making it a beacon in the world of dance.
Save the Date 2014 Vail International Dance Festival
July 27 – August 19, 2014