2021 Vail Dance Festival Stakeholders Report

2021 STAKEHOLDERS REPORT

DEAR FRIENDS OF THE VAIL DANCE FESTIVAL, Collaboration, connection, and creativity. These were three components that defined the Vail Valley Foundation’s 2021 Vail Dance Festival. For all of you who took part, we hope you were inspired being back inperson for spectacular performances, new works, and our first-ever livestream.

In our 30-plus-year history, the Vail Dance Festival has become iconic to our community and to 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 come together to create previously unimaginable collaborations, all in an environment overflowing in creative opportunity.

It is because of your continued support that the Vail Dance Festival is now considered best in the world! Our future looks very bright, thanks to you, 2022 is well underway.

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

MIKE IMHOF President Vail Valley Foundation mimhof@vvf.org

SARAH JOHNSON SVP, Philanthropy & Vail Dance Festival Vail Valley Foundation sjohnson@vvf.org

2021 EVENT HIGHLIGHTS REVENUE HIGHLIGHT Successfully hosted nearly 15,000 attendees & exceeded our ticket goal, reaching $825,490 in total ticket revenue

INFLUENCER I M PAC T Festival Influencers such as Tiler Peck and Isabella Boylston and companies like New York City Ballet created a collective Instagram following of 2,345,883 George Balanchine's Serenade. Choreography © The George Balanchine Trust.

F I R S T- E V E R P E R F O R M AN C E L I V E S T R E AM Over 2,000 people from 6 different countries tuned in live to watch NOW: Premieres

E X PAN D E D FRINGE EVENT SCHEDULE Expanding on our dance education & outreach initiatives, we offered over 55 Fringe Events including Master Classes, Festival Forums, Tiny Dancer Tea Party & more

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.

This year, we commissioned and premiered 7 new works, all performed on a dedicated evening called NOW: Premieres.

Festival artists and companies popped up in Solaris Plaza in Vail for 4 free interactive performances.

FESTIVAL FORUMS

TINY DANCER TEA PARTY

CELEBRATE THE BEAT

Rebecca King Ferraro and Michael Sean Breeden from the popular podcast series “Conversations On Dance” recorded in-depth discussions with Festival artists LIVE from Vail with an intimate audience.

Crown & tiara decorating, a dance session, meet & greet with dancers, snacks, and fun at the Gerald R. Ford Amphitheater.

A collaboration with YouthPower365’s Celebrate the Beat Pop Hop Camp is a free weeklong camp for children in Eagle County. This year, 70 children were able to participate for free.

WATCHING DANCE WITH HEATHER WATTS Legendary Balanchine ballerina Heather Watts shared an interactive exploration of dance repertory through video footage & live demos with festival artists.

COMMUNITY ARTS ACCESS 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.

TENT STUDIOS Our Studio Tents gave artists, musicians and choreographers an additional space for creating and collaborating.

KIDS 12 & UNDER FREE ON THE LAWN

LIVE MUSIC

INTERN & AMBASSADOR PROGRAM

Each summer, the Gerald R. Ford Amphitheater grants free entry on the lawn to kids 12 and under.

Over 300 children attended for free in 2021.

The Festival is known for collaborations with world renowned musicians such as Johnny Gandelsman and Caroline Shaw, providing live music for performances and premiering new compositions at the Festival.

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

EVENT AT-A-GLANCE 1 4 , 9 4 8 F E S T I VAL AT T E N D E E S

1 0 , 6 7 5 P E R F O R M AN C E T I X S O L D Generating $825,490 in revenue

1 0 P E R F O R M AN C E S *

Including 1 free performance in Avon

$ 3 . 4 M E C O N O M I C I M PAC T

Estimated revenue generated to the Town of Vail *Condensed Festival Schedule in 2021

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

DEMOGRAPHICS Male vs. Female Average Adult Age Education Mean Household Income

27% / 73% 57 94% have 4 year degree or higher 75% earn more than $100K

TOP STATES OF ORIGIN 61% COLORADO / 39% OUT OF STATE

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

RESEARCH HIGHLIGHTS 84 NET PROMOTER SCORE

AV G . # N I G H T S I N L O D G I N G : 3 . 9

4 . 7 S AT I S FAC T I O N R AT E ( O U T O F 5 )

2 , 4 3 3 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 AN C E S AT T E N D E D : 2 . 8

4 7 5 . 2 M I L L I O N M AR K E T I N G IMPRESSIONS

7 1 % H AV E AT T E N D E D I N T H E PAS T

T O P R E F E R R AL S : E M AI L , WEBSITE, WORD-OF-MOUTH

8 9 % L I K E LY / V E RY L I K E LY T O R E T U R N

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

9 0 % C AM E T O VAI L S P E C I F I C AL LY FOR THE EVENT

8 7 3 F R I N G E F E S T I VAL AT T E N D E E S *In addition, the Vail Valley Foundation booked 1,004 room nights at 18 different locations in Vail

2021 PARTNERS

MARKETING & PR SUMMARY 4 7 5 , 2 8 9 , 1 8 2 TO TA L I M P R E S S I O N S $ 4 . 3 M I L L I O N M E D I A VA L U E

PUBLIC RELATIONS 4 6 6 . 8 M TO TA L R E A C H $ 4 . 2 M P U B L I C I T Y VA L U E 183 PLACEMENTS T O P - T I E R M E D I A C O V E R AG E :

PRINT 2,507,000 IMPRESSIONS $ 3 9 , 8 5 1 M E D I A VA L U E 2 0 TO TA L A D P L A C E M E N T S + VA I L D A N C E MAGAZINE PRODUCED S P E C I F I C A L LY F O R F E S T I VA L

DIGITAL 863,242 IMPRESSIONS $ 9 , 4 4 4 M E D I A VA L U E

EMAIL 346,924 IMPRESSIONS $ 4 6 , 4 8 7 M E D I A VA L U E 13,005 EMAIL SUBSCRIBERS 2 6 % O P E N R AT E 2 . 8 % C L I C K - T H R O U G H - R AT E

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

SOCIAL MEDIA 20,581 FOLLOWERS 1,301,252 ORGANIC IMPRESSIONS 83,478 ENGAGEMENTS 21,066 FOLLOWERS 1,239,875 ORGANIC IMPRESSIONS 37,251 ENGAGEMENTS PAI D : 8 6 3 , 2 4 2 I M P R E S S I O N S

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

Our 2021 Artist-In-Residence is Calvin Royal III N e w Yo r k C i t y B a l l e t M O V E S t a k e s t h e s t a g e Denver-based Cleo Parker Robinson What time is it?

So much star power To t h e s t r o n g w o m e n w h o h a v e g r a c e d o u r s t a g e s

TOP INSTAGRAM INFLUENCERS

IMPACT Isabella Boylston

James Whiteside

Principal Dancer with American Ballet Theatre

Principal Dancer with American Ballet Theatre

511K Followers

339K Followers

Tiler Peck

288K Followers Principal Dancer with New York City Ballet

Lil Buck

Lauren Lovette

Justin Peck

Memphis Jooker

Principal Dancer with New York City Ballet

Choreographer & Director

165K Followers

120K Followers

71K Followers

2,345,883 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 FROM VAIL

Tiler Peck

165,000 views

Isabella Boylston 46,100 likes

Tiler Peck 31,000 likes

James Whiteside 19,400 likes

VIDEO 1 , 5 1 3 , 1 6 9 TO TA L V I D E O V I E W S $ 11 , 5 0 0 M E D I A VA L U E 3 3 + U N I Q U E V I D E O S C R E AT E D CLICK HERE TO VIEW 2021 VIDEOS

PODCAST CONVERSATIONS ON DANCE PODCAST HOSTED BY REBECCA KING FERARRO & MICHAEL SEAN BREEDEN

2021 (AS OF SEPTEMBER 20) 1 5 E P I S O D E S R E C O R D E D I N VA I L 15,000 DOWNLOADS OF EPISODES R E C O R D E D I N VA I L C L I C K H E R E T O L I S T E N T O A L L F E S T I VA L P O D C A S T S

WEBSITE 80,482 IMPRESSIONS 47,755 USERS 59.18% NEW USERS 4 . 9 1 PA G E S / V I S I T : 3 5 s AV E R A G E D U R AT I O N TO P C O N T E N T PA G E S : SCHEDULE OPENING NIGHT NYCB MOVES 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 1 N O W: P R E M I E R E S

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, and the Gerald R. Ford Amphitheater for graciously hosting the Vail Dance Festival.

We wish you all continued success and, in partnership with you, look forward to making the 2022 Vail Dance Festival, even better. See you on Opening Night, July 29, 2022!

PHOTO CREDITS SLIDE 1: Gerald R. Ford Amphitheater, photo by John-Ryan Lockman

SLIDE 7: Audience members, photos by Brian Maloney

SLIDE 3: Lauren Lovette & Joseph Gordon perform Jerome Robbins' In The Night, photo by Christopher Duggan

SLIDE 9: Cleo Parker Robinson & Festival Artists perform Standing on the Shoulders, photo by Christopher Duggan

SLIDE 4 (from left to right): • Avon Performance Pavilion, photo by Brian Maloney • Cleo Parker Robinson & Festival Artists perform Standing on the Shoulders, photo by Christopher Duggan • BalletX perform at Dancing in the Streets, photo by Chris Kendig • Conversations On Dance Festival Forum with Cleo Parker Robinson, photo by Christopher Duggan • Tiny Dancer Tea Party, photo by Brian Maloney • Celebrate the Beat, photo by Christopher Duggan

SLIDE 10 : Tiler Peck & Roman Mejia perform Balanchine's Tschaikovsky Pas De Deux, Choreography ©The George Balanchine Trust, photo

by Christopher Duggan

SLIDE 5: • • • •

SLIDE 15: James Whiteside performs Balanchine's Stars & Stripes, Choreography ©The George Balanchine Trust, photo by Christopher Duggan

Watching Dance with Heather Watts, photos by Brian Maloney Artists in rehearsal, photo by Christopher Duggan Girls in audience, photo by Brian Maloney Festival Artists perform New to the Session, photo by Christopher Duggan • Interns & Ambassadors, photo by Brian Maloney

SLIDE 6 (from left to right): • Mira Nadon & Christopher Grant perform Balanchine's Who Cares, Choreography ©The George Balanchine Trust, photo by Christopher Duggan • Lil Buck performs 38109, photo by Christopher Duggan • Unity Phelan & Calvin Royal III perform Christopher Wheeldon's In the Rain, photo by Christopher Duggan • Mira Nadon performs Balanchine's Stars & Stripes, Choreography ©The George Balanchine Trust, photo

by Christopher Duggan

SLIDE 11: Isabella Boylston & James Whiteside perform Black Swan pas de deux, photo by Christopher Duggan SLIDE 12: Sara Mearns performs Jerome Robbins' In The Night, photo by Christopher Duggan

SLIDE 16: Calvin Royal III & Mira Nadon perform Tiler Peck's And So, photo by Christopher Duggan SLIDE 17: BalletX performs Matthew Neenan's Sunset, o639 Hours, photo

by Christopher Duggan