2013 Vail International Dance Festival Stakeholders Report

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

Print

3,415,685

$62,436

Television

2,687,743

$67,655

Email

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

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