2013 STAKEHOLDERS REPORT Photo © Erin Baiano
ABOUT THE FESTIVAL 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 Tim es "...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'..."
Photo © Brian Maloney
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.
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
3,415,685
$62,436
Television
2,687,743
$67,655
797,215
$8,615
Website
152,376
$3,809
30,000
$3,000
Radio Word of Mouth
$211,915
Photo Š Brian Maloney
2013 CREATIVE Digital Creative (Static):
Print Creative:
Program Book (2 Covers):
Website:
Parking Structure Signage:
Banners:
Brochure:
Posters:
Event Credentials:
PRINT ADVERTISING
3,415,685
Combined Audience
$62,436 Print Value
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 2012April 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
Vail Daily Photo © Brian Maloney
4
43
July-August 2013
3 columns (5.5) x 7 4C & ¼ Page 4C
March-August 2013
Full Page 4C, ½ page 4C
DIGITAL ADVERTISING 5,027,650 Impressions
$25,493 Media Value
21,699
Clicks (1.86% avg. CTR)
RUN DATES
IMP.
Denverpost.com
June-August
964,846
Google Display Network
June-August
116,818
JanuaryAugust
3,908,884
July-August
37,102
WEBSITE Adtaxi targeting arts & travel; DP web apps, iPad app + interstitials
Facebook Ads Twitter Ads
Photo Š Chris Walt
2,687,743 Impressions
TV ADVERTISING
$67,655 Media Value
TV CHANNEL
RUN
UNITS
July
:30
Rocky Mountain PBS
MayAugust
:15; 26 minute documentary (aired twice)
TV 8 Vail
March – June
125 live mentions
Denver Interconnect through Comcast
Cooking Channel HGTV Travel Channel DIY Network Oxygen TLC CNN MSNBC FOX News Channel
Photo © Erin Baiano
12 “Good Morning Vail” live interviews
EMAIL BLASTS 797,215
Impressions (49% increase over 2012)
$8,615
Media Value
SENDER
DATE
VIDF Ticket Buyer Database Vail Resorts/VLMD
Jan–August (10)
Rocky Mountain PBS
June-August (6)
Denver Post Arts/Travel Database Dance Magazine
July (2)
Bravo! Vail Ticket Buyers
July
Town of Vail – Events
June-August (8)
July
June-July (2)
Photo © Erin Baiano
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
Photo © Erin Baiano
PR SUMMARY 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.
PR HIGHLIGHTS
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)
Website Content Top Content Homepage Schedule Tickets Opening Night IEI IEII
Top Markets Denver Vail New York City Avon Edwards Seattle
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
Photo Š Erin Baiano
10,048,927
SOCIAL MEDIA SUMMARY
Total Social Media Impressions
$846,263
Total Social Media Value
5,919,561
Facebook Impressions
$825,618
Facebook Media Value
9,276
(+5,837 in 2013) Total # Fans
Photo Š Erin Baiano
3,859,852
Twitter Impressions
$19,297
Twitter Media Value
1,043
(+452 in 2013) Total # Followers
269,514 Video Views
$1,348
Video Media Value
1,130,869
Total # Video Views 2008-Present
FACEBOOK 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
9,276
= 65,482
(+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 Photo © Erin Baiano
ONLINE VIDEO
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.) 2.) 3.) 4.) 5.) 6.) 7.)
2011 2013 2011 2009 2011 2011 2012
VIDEO: VIDEO: VIDEO: VIDEO: VIDEO: VIDEO: VIDEO:
Lil Buck “Swan” – 73,805 Views Tiler Peck/Lil Buck/Sergei Polunin – 7,868 Views NYCB MOVES “After the Rain” – 7,807 Views Gillian Murphy & Ethan Stiefel “Black Swan” – 5,190 Views Lil Buck “Jookin’ Highlights” – 5,001 Views NYCB MOVES “Dances at a Gathering” – 4,473 Views NYCB MOVES “Moves” – 4,315 Views
Photo © Erin Baiano
RESEARCH HIGHLIGHTS 232 Audience Intercept Surveys Completed at Festival Performances • • • • • • • • • • • • • • • • • •
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
SUR VEY COM P I LED BY I N TER CEP T I N SI GHT, LLC
RESEARCH HIGHLIGHTS 500 Online Surveys Completed by 2013 Ticket Buyers – Post-Festival MOST INFLUENTIAL ADVERTISING SOURCES
PREFERRED METHOD FOR PURCHASING TICKETS TO THE DANCE FESTIVAL
SUR VEY COM P I LED BY I N TER CEP T I N SI GHT, LLC
RESEARCH HIGHLIGHTS 500 Online Surveys Completed by 2013 Ticket Buyers – Post-Festival (Cont.) WHAT ADDITIONAL FESTIVAL ACTIVITIES SHOULD THE DANCE FESTIVAL CONSIDER IN THE FUTURE?
SUR VEY COM P I LED BY I N TER CEP T I N SI GHT, LLC
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
Photo © Zach Mahone
Photo © Erin Baiano