2020 Vail Dance Festival Stakeholders Report

DEAR FRIENDS OF THE VAIL DANCE FESTIVAL, During a time when performing on our iconic stages was simply not possible, the Vail Dance Festival opened our virtual curtain to the world showcasing the very best of dance in the comfort and safety of living rooms worldwide.

In our 30-plus-year history, Vail Dance Festival has become an annual tradition for our community and for the dance world. While there are many locations where this beloved artform is on grand display, there is truly no other location where luminaries in the worlds of dance, choreography and music can come together to create previously unimaginable collaborations, all in an environment overflowing in creative opportunity. This year, we were thrilled to share Vail Dance Festival creations – both new and from years past – virtually on Facebook and YouTube.

It is because of your continued support that the Vail Dance Festival is now considered, best in the world! Through the incredible generosity of our supporters, we are weathering the COVID-19 storm and look forward to presenting in person again in 2021. Until then, our collective thoughts are with everyone impacted by COVID-19, and in particular, our artists and the entire Vail Dance Festival community.

Thank you, and please don’t hesitate to contact us to learn more about the Vail Dance Festival.

MIKE IMHOF President Vail Valley Foundation

SARAH JOHNSON SVP, Education and the Arts Vail Valley Foundation

2020 RECAP

The global pandemic created monumental challenges in 2020 and resulted in the cancelation of the in-person Festival. We quickly pivoted to a new concept of a Digital Festival and for the first time ever, viewers from around the world were able to get an insider's look at what the Vail Dance Festival is all about from the comfort of their homes. We put together 8 programs with unique content that spanned over 8 nights and was accessible via Facebook and YouTube for easy viewing. We were thrilled to be able to provide entertainment when people needed it the most and were even able to host socially-distanced, limited-capacity events at the Gerald R. Ford Amphitheater, Vilar Performing Arts Center and the Riverwalk Theater.

8 P R O G R A M S I N C L U D E D PA S T PERFORMANCES, ARTIST INTERVIEWS, A N D E D U C AT I O N A L C O N T E N T 2 WORLD PREMIERES 1 0 5 , 0 0 0 D I G I TA L F E S T I VA L V I E W S From July 31-Aug 21

12,557 HOURS VIEWED ON YOUTUBE & FA C E B O O K

From July 31-Aug 21

M O S T V I E W S - O P E N I N G N I G H T: 27,157

WORLDWIDE AUDIENCE: USA, C A N A D A , G E R M A N Y, U N I T E D K I N G D O M , R U S S I A , J A PA N , AUSTRALIA, FRANCE +828 YOUTUBE SUBSCRIBERS From July 31-Aug 21

88% SAID IT INCREASED K N O W L E D G E / A P P R E C I AT I O N F O R DANCE 7 1 % S A I D T H E Y ’ V E AT T E N D E D T H E F E S T I VA L I N T H E PA S T 6 9 % P L A N T O AT T E N D I N 2 0 2 1

2020 PUBLIC RELATIONS SUMMARY RECORD-BREAKING YEAR

1 . 1 3 B TO TA L R E A C H $ 2 . 5 M P U B L I C I T Y VA L U E 247 PLACEMENTS

TOP-TIER MEDIA COVERAGE:

2020 VAIL DANCE FESTIVAL: THE DIGITAL EDITION TESTIMONIALS “I have heard about the Vail Dance Festival and hoped one day to be able to attend. This opportunity to ‘see’ the Festival has added a new item to my bucket list – to see the Festival in person when circumstances permit. I almost felt like I was there with Damian’s introductions and the interviews with artists. Your selection of past performances was inspired! What a treat to see Tiler Peck and Bill Irwin perform together. Michelle Dorrance is a personal favorite, and I loved the closing night show. All the artists were outstanding.

I also appreciate knowing how unique the Vail Dance Festival is – not just a showcase of unique talent, but also a place that nurtures artists by providing opportunities to explore their creativity along with the support to afford that luxury. What a wonderful and remarkable Festival! Thank you.”

“Thank you for bringing the Vail Dance Festival 2020 to our living rooms! My daughter and I were able to share the Festival together, which is our annual tradition, and we are looking forward to Vail 2021!”

“Thank you for sharing the amazing work of these world-class artists on this digital platform. I’ve always dreamed of attending the Vail Dance Festival since its creation and seeing these performances makes me more determined than ever to attend in person! Bravo!”

“Virtual Festival highly commendable given the fluidity of an ever-changing situation.

Good to see returning artists and good engagement during artist interviews. Grateful to supporters who helped make this possible. Keeping arts alive is imperative.”

“It was beautifully done. The quality of video was amazing, and much of the spirit of the Festival was captured. Seeing the past performances, almost all of which I had seen in person in past made me long for the Ford Amphitheater, where I would be right now if it weren’t for the pandemic. Thank you for doing this!”

*Images from the socially-distanced watch party

LOOKING BACK: 2019 EVENT HIGHLIGHTS RECORD REVENUE $846,175 generated from ticket sales during the 2019 Festival, surpassing the previous year by 3.7%.

INFLUENCER I M PA C T Festival Influencers such as Tiler Peck and Jennifer Garner and companies like American Ballet theatre created a collective Instagram following of 8,731,853.

George Balanchine's Serenade. Choreography © The George Balanchine Trust.

ACCESS TO THE ARTS This year, we provided 1,227 complimentary tickets to broaden access to the arts.

M A N O R VA I L TENT STUDIO This new addition to the 2019 Festival provided a ‘campus feel’ for artists allowing more time to rehearse, collaborate and produce new works.

*The next two slides provide a glimpse into the events, programs, and happenings that take place during a typical Festival window.

DANCING IN THE PARK

WORLD PREMIERES

DANCING IN THE STREETS

A free, fun for all ages performance hosted in Avon’s Nottingham Park featuring artists and companies from the Vail stage.

In 2019, we commissioned and premiered 7 new works, 6 of which were performed on a dedicated evening called NOW: Premieres.

Festival artists and companies took to the streets of Vail Village twice during the Festival in this free interactive performance.

FESTIVAL FORUMS

TUTU TEA PARTY

CELEBRATE THE BEAT

Rebecca King Ferraro and Michael Breeden from the popular podcast series “Conversations On Dance” recorded 23 in-depth discussions with Festival artists such as Lil Buck, Lauren Lovette, and more!

An afternoon of dance, activities and a classic tea party for young aspiring dancers at the Gerald R. Ford Amphitheater.

A collaboration with Celebrate the Beat, Pop Hop Camp is a free week-long camp for children in Eagle County. In 2019, 120 children were able to participate and perform with James Whiteside during the Vail Dance Festival.

YOUNG PATRONS DANCE PARTY An event for budding patrons of the Festival to learn a choreographed dance, and mix and mingle with Festival interns and artists.

KIDS 12 & UNDER FREE ON THE LAWN Each summer, the Gerald R. Ford Amphitheater grants free entry on the lawn to kids 12 and under. Over 900 children attended for free in 2019.

COMMUNITY ARTS ACCESS

TENT STUDIO

Vail Dance Festival partners with cross-sector community organizations to eliminate socioeconomic barriers to the arts by providing free tickets to each of the performances.

This new venue gave artists, musicians and choreographers an additional space for creating and collaborating during the 2019 Festival.

LIVE MUSIC

INTERN & AMBASSADOR PROGRAM

The Festival is known for collaborations with world renowned musicians such as Caroline Shaw and Jason Moran, as well as young emerging artists from Juilliard, providing live music for performances and premiering new compositions at the Festival.

Ambitious high school, college, & post grad students join a dedicated Festival team to support a variety of key areas from administration to marketing to production.

2019 EVENT AT-A-GLANCE 2 0 , 0 8 4 F E S T I VA L AT T E N D E E S

13,140 TICKETS SOLD

Generating $846,175 in revenue

12 PERFORMANCES

Including 1 free performance in Avon

$ 4 . 7 M E C O N O M I C I M PA C T

Estimated revenue generated to the Town of Vail

2019 RESEARCH INFORMATION T O P C AT E G O R I E S : A R T S & C U LT U R E , T R AV E L E R , S P O R T S E N T H U S I A S T

DEMOGRAPHICS Male vs. Female Average Adult Age

34% / 66% 59

Education

92% have 4 year degree or higher

Mean HHI

72% earn more than $100K

TOP STATES OF ORIGIN 63% COLORADO / 37% OUT OF STATE

1. Colorado 2. Texas 3. Florida 4. New York 5. Pennsylvania

2019 RESEARCH HIGHLIGHTS 1.13 BILLION PR IMPRESSIONS

AV G . # N I G H T S I N L O D G I N G : 3 . 7

$ 2 . 5 M I L L I O N P R M E D I A VA L U E

3 , 6 3 9 R O O M N I G H T S G E N E R AT E D

AV G . # O F P E R F O R M A N C E S AT T E N D E D : 2 . 3

501.7 MILLION MARKETING IMPRESSIONS

8 5 % H AV E AT T E N D E D I N T H E PA S T

TOP REFERRALS: EMAIL, WEBSITE, WORD-OF-MOUTH

9 2 % L I K E LY / V E RY L I K E LY T O R E T U R N

912 KIDS 12 & UNDER F R E E O N T H E L AW N

9 0 % C A M E T O VA I L S P E C I F I C A L LY FOR THE EVENT

1 , 5 0 4 F R I N G E F E S T I VA L AT T E N D E E S

2019 MARKETING & PR SUMMARY 5 0 1 , 6 9 2 , 2 6 4 TO TA L I M P R E S S I O N S $ 1 . 3 M I L L I O N M E D I A VA L U E

PUBLIC RELATIONS 4 9 1 M TO TA L R E A C H $ 1 . 2 M P U B L I C I T Y VA L U E 292 PLACEMENTS TOP-TIER MEDIA COVERAGE:

George Balanchine’s Apollo. Choreography © The George Balanchine Trust.

2019 NUMBERS

PRINT 2 , 3 11 , 0 0 0 I M P R E S S I O N S $ 4 0 , 1 5 2 M E D I A VA L U E 6 9 TO TA L A D P L A C E M E N T S

DIGITAL 3,121,339 IMPRESSIONS $ 2 2 , 2 6 8 M E D I A VA L U E

EMAIL 709,247 IMPRESSIONS $ 2 9 , 5 3 9 M E D I A VA L U E 12,065 EMAIL SUBSCRIBERS 3 1 . 6 2 % O P E N R AT E 3 . 9 5 % C L I C K - T H R O U G H - R AT E George Balanchine's Serenade. Choreography © The George Balanchine Trust.

2019 NUMBERS

SOCIAL MEDIA 18,806 FOLLOWERS 2,414,568 ORGANIC IMPRESSIONS 93,420 ENGAGEMENTS 19,058 FOLLOWERS 1,665,476 ORGANIC IMPRESSIONS 65,586 ENGAGEMENTS PA I D : 1 8 5 , 7 11 I M P R E S S I O N S | 2 , 11 0 E N G A G E M E N T S

O U R TO P P O S T S O F 2 0 1 9

We can’t wait for summer – Calvin Royal III & Lovette rehearse Tiler Peck’s New Work – rehearsal It’s the w eekend! Unity Phelan in Balanchine’s Stars and Stripes Looking back on Balanchine’s Serenade

TOP INSTAGRAM INFLUENCERS

2019 IMPACT Jennifer Garner

Isabella Boylston

James Whiteside

American Actress

Principal Dancer with American Ballet Theatre

Principal Dancer with American Ballet Theatre

Tiler Peck

138K Followers

Lil Buck

126K Followers

Lauren Lovette

Principal Dancer with New York City Ballet

Memphis Jooker

Principal Dancer with New York City Ballet

7M Followers

288K Followers

204K Followers

104K Followers

8,731,853 INFLUENCER & C O M PA N I E S C O L L E C T I V E I N S TA G R A M F O L L O W E R S

INFLUENCER POSTS DURING 2019 FESTIVAL

Jennifer Garner 688,362 views

Isabella Boylston 17,467 likes

James Whiteside 80,996 views

Tiler Peck 18,093 views

2019 NUMBERS

VIDEO 2 5 6 , 2 2 3 TO TA L V I D E O V I E W S $ 1 , 9 4 7 M E D I A VA L U E 27,584 ONLINE VIDEO ENGAGEMENTS 3 0 + U N I Q U E V I D E O S C R E AT E D CLICK HERE TO VIEW ALL 2019 VIDEOS

PODCAST 2019 (AS OF OCTOBER) 24,000 DOWNLOADS 48,000 LISTENS CLICK HERE TO LISTEN TO ALL FESTIVAL PODCASTS

2019 NUMBERS

WEBSITE 77,300 IMPRESSIONS 47,264 USERS 60.8% NEW USERS 4 . 4 3 PA G E S / V I S I T 1 : 5 8 AV E R A G E D U R AT I O N TO P C O N T E N T: SCHEDULE OPENING NIGHT I N T E R N AT I O N A L E V E N I N G S O F D A N C E I A M E R I C A N B A L L E T T H E AT R E I N T E R N AT I O N A L E V E N I N G S O F D A N C E I I

2021 SPONSORS & PARTNERS

THANK YOU! Our sincere thank you for your ongoing support and a special thanks to our partners at the Town of Vail, Vail Resorts, Town of Avon, Manor Vail Lodge, the Gerald R. Ford Amphitheater and Vilar Performing Arts Center for graciously hosting the Vail Dance Festival.

We wish you all continued success and, in partnership with you, look forward to making the 2021 Vail Dance Festival, even better! See you on Opening Night, July 30, 2021!

DAVE DRESSMAN VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org

Vail Dance Festival photos taken by: Erin Baiano, Christopher Duggan, Brian Maloney and Jon Resnick