2018 Vail Dance Festival - Stakeholders Report

DEAR FRIENDS, In 2018 the Vail Valley Foundation, together with our patrons, partners and fans, celebrated 30 years of hosting one of the most exceptional gatherings of artistry in the country: the Vail Dance Festival.

In the Vail Dance Festival’s early years, noted critics passed on the outlandish idea that Vail was worth mentioning in the same sentence as locations like New York, Paris, Moscow or Stuttgart. Now, Vail has become the summertime retreat for dance artistry – where it can explore new forms and discover new directions – and critics, and the industry have taken note.

The success of the Festival this past summer reflects just how respected and well-loved the Vail Dance Festival has become.

Within this report you will see the numbers, images, metrics and moments that reveal just how much interest and excitement has been generated by this unique event, and how bright and inspiring our future will be.

Throughout the history of the event we have relied on support from donors and partners like yourself. Thank you for your support, vision, and partnership. It’s true that we are 30-plus years into this Festival, but it feels as though we are just getting started.

Thank you, and please don’t hesitate to contact us to learn more about our beloved Festival.

Sincerely,

MIKE IMHOF President of the Vail Valley Foundation

2018 EVENT HIGHLIGHTS 30TH SEASON A N N I V E R S A RY This year the Vail Dance Festival celebrated its 30th season with commemorative merchandise & audience surprises.

TEXT TO GIVE Patrons now have the ability to support the Festival year-round by texting “VailDance” to 41444.

RECORD REVENUE $815,942.30 generated from ticket sales during the 2018 Festival, surpassed the previous year by 7.4%.

ARTISTIC RESERVE FUND 2:1 match through the Doris Duke Foundation dedicated to support unique artistic projects and opportunities in Vail.

DANCING IN THE PARK

WORLD PREMIERES

Free family-friendly performance hosted in Avon’s Nottingham Park featuring main artists and companies from the Vail stage.

Each summer the Vail Dance Festival commissions and premieres new works. As well as a full night dedicated to these works - NOW: Premieres.

FESTIVAL FORUMS

TUTU TEA PARTY

Rebecca King Ferraro and Michael Breeden from the popular podcast series “Conversations On Dance” host in-depth discussions with Festival artists.

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

DANCING IN THE STREETS Festival artists and companies take to the streets of Vail Village in this free interactive performance format.

CELEBRATE THE BEAT Celebrate The Beat provides the highest quality dance program for all children in Eagle County.

YOUNG PATRONS PARTY

COMMUNITY ARTS ACCESS

FESTIVAL FAN CLUB

A night for budding patrons of the Festival to mix and mingle with the Student-InResidence and other young artists.

VDF partners with crosssector community organizations to distribute free tickets to each of the performances.

The Festival Fan Club is available year-round and includes early access ticketing along with other great benefits.

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 860 children attended for free in 2018.

Pre-show, live accompaniment and intermission music provided by local, Juilliard, international and acclaimed musicians every night of the Festival.

Ambitious graduate & undergraduate students join a dedicated Festival team to support a variety of key areas from administration, to marketing, to production.

EVENT AT-A-GLANCE 2 2 , 1 5 0 F E S T I VA L AT T E N D E E S

Ticketed Performances & Fringe Festival Events

12,883 TICKETS SOLD

Generating $815,942.30 in revenue

13 PERFORMANCES

Including 2 free performances in Avon

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

Estimated revenue generated to the Town of Vail

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

DEMOGRAPHICS Male vs. Female Average Adult Age

33% / 67% 61

Education

91% have 4 year degree or higher

Mean HHI

82% earn more than $75K

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

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

RESEARCH HIGHLIGHTS 83 NET PROMOTER SCORE

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

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

3 , 9 3 5 F R I N G E F E S T I VA L AT T E N D E E S

2 . 5 AV G . # O F P E R F O R M A N C E S

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

8 2 % H AV E AT T E N D E D I N T H E PA S T

3 , 0 9 6 R O O M N I G H T S G E N E R AT E D

9 1 % L I K E LY / V E RY L I K E LY T O R E T U R N

575.4 MILLION MARKETING IMPRESSIONS

9 2 % C A M E T O VA I L S P E C I F I C A L LY F O R T H E E V E N T

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

“The amazing supportive environment, collaborative atmosphere, and friendly people make this festival my favorite part of the summer. This festival brings together so many different artists and styles of dance, the education never stops!”

“The opportunity to experience new works and styles out of the normal comfort zone is invaluable and inspiring.”

“I feel like I’ve learned a lot from interacting with all the community of Vail [Dance] Festival. It’s really a beautiful experience… I think [the Festival] adds a really important and vital cultural element to the community here.”

UNITY PHELAN New York City Ballet

JARED ANGLE New York City Ballet

JUSTIN PECK New York City Ballet

2018 PARTNERS

MARKETING & PR SUMMARY 5 7 5 , 3 8 6 , 1 8 1 TO TA L I M P R E S S I O N S $ 5 . 4 M I L L I O N M E D I A VA L U E

PUBLIC RELATIONS 5 6 6 . 9 M TO TA L R E A C H $ 5 . 2 M P U B L I C I T Y VA L U E 210 PLACEMENTS TOP-TIER MEDIA COVERAGE:

PRINT 1,536,000 IMPRESSIONS $ 2 6 , 7 9 4 M E D I A VA L U E 2 4 TO TA L A D P L A C E M E N T S

DIGITAL 1,490,680 IMPRESSIONS $ 2 1 , 7 1 9 M E D I A VA L U E

EMAIL 150,062 IMPRESSIONS $ 2 0 , 1 0 8 M E D I A VA L U E 10,988 EMAIL SUBSCRIBERS 2 7 . 8 6 % O P E N R AT E 3 . 5 3 % C L I C K - T H R O U G H - R AT E

SOCIAL MEDIA 18,498 FOLLOWERS 2,726,848 ORGANIC IMPRESSIONS 38,226 ENGAGEMENTS 3,101 FOLLOWERS 89,935 ORGANIC IMPRESSIONS 1,027 ENGAGEMENTS 15,433 FOLLOWERS 1,936,499 ORGANIC IMPRESSIONS 77,017 ENGAGEMENTS PA I D : 11 5 , 5 2 6 I M P R E S S I O N S | 8 0 0 E N G A G E M E N T S

TO P P O S T S O F 2 0 1 8

ALONZO KING LINES BALLET – “BIOPHANY” PROMO T I L E R P E C K R E T U R N S F O R T H E 2 0 1 7 F E S T I VA L 2 0 1 8 F E S T I VA L : O P E N I N G N I G H T T I L E R P E C K A N D R O M A N M E J I A I N “ T S C H A I K O V S K Y PA S D E D E U X ”

INFLUENCER IMPACT 3 , 4 1 6 , 9 7 5 D A N C E R S & 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

TOP INFLUENCERS

Misty Copeland

Isabella Boylston 235K Followers

Principal Dancer with American Ballet Theatre Current Endorsements: Estee Lauder Under Armour Dannon Oikos Yogurt Seiko Boys & Girls Club

1.5M Followers

Lil Buck

110K Followers

Tiler Peck

104K Followers

Lauren Lovette

Principal Dancer with American Ballet Theatre

Memphis Jooker

Principal Dancer with New York City Ballet

Principal Dancer with New York City Ballet

Current Endorsements: Nike Nike NYC Nike Women CHANEL

Current Endorsements: Apple Glenfiddich Louis Vuitton Versace Facebook

Current Endorsements: Valentino Body Wrappers Lauren Ralph Lauren Marie Claire

Current Endorsements: PUMA Oscar de la Renta CHANEL Jamie Wolf Jewelry

94K Followers

VIDEO 3 9 2 , 2 7 5 TO TA L V I D E O V I E W S $ 2 , 9 8 1 M E D I A VA L U E 1 0 , 11 6 O N L I N E V I D E O E N G A G E M E N T S 2 3 + U N I Q U E V I D E O S C R E AT E D CLICK HERE TO VIEW ALL 2018 VIDEOS

PODCAST 2018 (AS OF OCTOBER) 20,000 DOWNLOADS 80,000 LISTENS CLICK HERE TO LISTEN TO ALL 2017 & 2018 PODCASTS

WEBSITE 64,702 IMPRESSIONS 39,351 USERS 60.4% NEW USERS 2 . 5 9 PA G E S / V I S I T 2 : 3 0 AV E R A G E D U R AT I O N TO P C O N T E N T: SCHEDULE 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 OPENING NIGHT 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

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, 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 2019 Vail Dance Festival, July 26 – August 10, even better!

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

Vail Dance Festival photos taken by: Erin Baiano, Patrick Fraser, Brian Maloney and JohnRyan Lockman