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CASE Committee Packet Materials 10.19.23
970-748-4065 ddempsey@avon.org TO: Honorable Mayor Phillips and Council members FROM: Danita Dempsey, Culture, Arts & Special Events Manager RE: CASE Committee Joint Work Session – 2023 Recap & 2024 Proposed Budget DATE: October 12, 2023 SUMMARY: This report highlights the 2023 special event biggest achievements, recaps the 2023 special event season, and provides a year-over-year comparison of the 2023 Adopted Budget and 2024 Proposed Budget for Council consideration. Staff requests direction on four items listed below with details on each provided in the Events Recap and/or Financial Consideration sections of this report. 1. SUMMER’S END CONCERT. There was a 47% decrease in attendance at the Monday Summer’s End concert this year compared to the previous year. This is the second year in a row that this concert did not meet goals or expectations for attendance. Staff views the success of this concert as challenging due to competition with October Fest events, the long work-end for many locals, and the lack of a band with name recognition. Options for Council consideration include (1) discontinue the concert element of the Summer’s End brand or (2) move the concert to Saturday of Labor Day Weekend and increase the budget $61,500 to retain mid-level talent band like that of Los Lobos in 2021. 2. XTERRA USA. XTERRA Global is requesting $15,000 cash funding from the Town of Avon to support the XTERRA USA Championship. 3. PRE-LAUNCH PREP FOR BEST OF WEST AND HEART AND SOUL: Staff is proposing to proceed with development of brand definition and creative elements for (1) Best of the West and (2) Heart & Soul Festival to successfully launch these events in 2025 and/or 2026. This work (developing new brands, creating marketing assets, securing / purchasing ad space, etc.) needs at least a 12-month lead time. Launch of one or both of these new signature events is proposed for Council consideration to coincide with the completion of improvements to the Old Town Hall site. 4. MURAL LOCATION. Staff has identified with CASE two (2) proposed locations for a new large- format mural. Council direction is requested on which location is preferred by Council. Staff will provide information and key data points for Town produced events, such as cost per attendee, number of events, attendees, website page views, etc. in a different format and referred to as Key Performance Indicators (KPI’s). Then, based on feedback received at the September 21, 2023, CASE Committee Meeting, Staff has provided robust reporting on the tactics and outcomes of our advertising, marketing, and promotions for special events. BACKGROUND: We had another successful and full event season and reporting indicates all attendance and revenue numbers have increased except the Summer’s End concert. Like last year, we provided a vibrant calendar of events which supported the community and tourism; elevated the Avon brand and exposure through quality content, design, and a purposeful advertising campaign; and reinforced Avon’s competitiveness amongst our peer communities. The 2023 event season brought new and reimagined events to the community with the addition of (1) the Fireworks in Avon (winter show) (2) inaugural Battle of the Bands at AvonLIVE! (3) the return of the Triple Bypass Finish Celebration and (4) the redefined and rebranded Town Cleanup & Sustainability Fair. These four events were successful, as were all Town Produced events this year, which had an increase in attendance and revenue growth. Page 2 of 17 PERFORMANCE INDICATORS: Consequential to our successes with increased attendance and revenue growth, not including accommodations and sales tax related to events, is the cost per attendee comparison. With few exceptions, the cost per attendee has consistently declined since 2021 representing an average decrease of -12%. This is illustrated with an event-by-event, year-by-year 2021 through 2023 analysis provided and attached as ATTACHMENT A. Noting the analysis only includes those Town Produced events with (1) an opportunity to generate larger crowds and/or revenue (2) an event series and/or (3) may be considered more appealing to visitors than other community-oriented events. Moreover, Staff researched what other communities used to measure event success and based on those findings, have added Key Performance Indicators (KPI’s) to our data reporting which is provided and attached as ATTACHMENT B. The KPI’s data illustrates not only the growth in attendance since 2019, but the (1) shift away from third-party produced events in 2019 to more Town produced events (2) popularity of Nottingham Park / Pavilion with a significant increase in private rentals (3) new social media followers and (4) newsletter subscribers. The ensuing event marketing information provided below is more revealing. EVENT MARKETING: Staff thought it would be helpful to provide information on (1) how we advertise, market, and promote Town produced events and (2) how these tactics performed. The goal of our community-oriented marketing campaign is to increase guest attendance and brand awareness. Increased guest attendance correspondingly increases concession sales, fosters a sense of place through memorable experiences, builds our community fabric, and boosts our brand awareness. Building brand awareness also includes but is not limited to creating recognizable experiences (i.e., signature events, AvonLIVE!, etc.), increasing traffic to our websites, gaining more social media followers and higher engagement from those followers. 1. The 2023 Approved Budget for advertising special events is $41,668 which is spread across many mediums and tactics. The mediums and tactics used to advertise, market, and promote Town produced special events include but are not limited to: a. Avon.org and Discoveravon.org event landing pages i. Total number of page views 61,131 (total number of times the content was viewed) ii. Total number of unique views 52,762 (views from different IP addresses) iii. Detail is provided and attached as ATTACHMENT C b. Social Media – DiscoverAvon Instagram and DiscoverAvon Facebook ad boost i. New Followers = 880 | Increased 33.75% ii. Organic Reach = 226,347 | Increased 45.97% iii. Paid Reach = 138,819 | Increased 70.31% iv. Paid Impressions = 409,357 | Increased 43.15% v. Detail is provided and attached as ATTACHMENT C c. Community Calendars (i.e., visitvailvalley.com and vaildaily.com) d. Press Releases through Civic Plus – 35+ press releases e. Electronic Newsletter – Open Rate 50% (Standard open rate for government is 27%) f. Avon Road Banners – 20 light poles for 30-days, Salute to the USA only g. Avon Road Digital Sign – 124 days h. Events Posters – 825+ posters distributed i. Radio Spots and DJ Mentions – 2,000 spots on five (5) stations, including Spanish radio for Egg Hunt, AvonLIVE!, Lakeside Cinema and Summer’s End. i. Planned Spend = $8,418 ii. Total Value = $16,648 Page 3 of 17 j. Bands in Town – Email campaign utilized for Salute to the USA. i. 10,000 email recipients, 71.79% open rate, 1.88% Click Through Rate (CTR) k. Vail Daily and/or Summit Daily print, digital (vaildaily and summitdaily.com), Facebook Device ID and Programmatic. i. Planned Spend = $33,978 ii. Total Value = $41,479 l. Print includes Vail Daily and Summit Daily for a total of 46 print ads. i. Summit Daily print advertising included Fireworks in Avon and Salute to the USA ii. Spanish advertising included Egg Hunt, Town Cleanup & Sustainability Fair, and Lakeside Cinema. m. Digital includes multiple ads and ad sizes, animated and/or static on Vaildaily and Summitdaily.com i. Purchased 40,000 impressions per month June – October and rotated creative assets based on calendar. n. Facebook Device ID is ads served via Facebook by device location (geofencing, not in real time) such as Dillon Amphitheater and Red Rocks. This tactic was utilized for Salute to the USA and AvonLIVE! only. o. Programmatic ads are placed on multiple websites and/or apps based on behavior, content, and demographics to reach our audience whenever or wherever. Behavior target the person such as those interested in New York Times and USA Today for example. And content targets those interested in live music for example. This tactic was utilized for Salute to the USA and AvonLIVE! only. p. A summary of the Vail Daily digital, Facebook DID, and programmatic paid marketing performance is provided below with a detailed event-by-event tactic performance provided as ATTACHMENTS D and E. According to our sales representative at the Vail Daily, the average CTR for campaign of this type is .05 to .08 and ours is 14%! BIG ACHIEVEMENTS: 1. Increased Attendance & Revenue Growth - Attendance at Town produced events was up 35% by more than 11,000 attendees and revenue is approximately 39% higher than projected in the 2023 Approved Budget. Attendance by event and revenue is addressed later in this report. We successfully executed events over 85 days this summer and installed 18 new pieces in the Art Around Avon temporary installation program. All of which fit the Avon community, represent the brand well, and are designed to grow into solid “signature” events uniquely recognized and associated with the Town. Out of the 154 days between the Friday of Memorial Day Weekend and the end of October there were 85 days activated with a special event (live music, art or beer festival, Town clean up, movies, etc.). There were days where there were two or even three activations taking place, such as Fridays with SunsetSUP and Lakeside Cinema, and Labor Day Weekend Paddle Battles and SunsetLIVE! These days as well as the Private Pavilion Rental days are identified as “staff interactions.” The purpose of this is to not count the event days twice yet identify there is still a need for pre-event planning, administrative contracting and management, and on-site staffing. Table 1 below summarizes the number of event days by category defined as: TOTAL IMPRESSIONS 1,069,312 TOTAL CLICKS 1,328 AVERAGE CTR 14% Page 4 of 17 a. Town Produced – Fireworks in Avon, Egg Hunt, Town Clean Up & Sustainability Fair, AvonLIVE!, SunsetLIVE!, Salute to the USA, SunsetSUP, Community Picnic, Lakeside Cinema, Paddle Battles, and Summer’s End Concert. b. Third Party Funded – Cash, in-kind personnel and event assets provided to producers and executed through contract. These include Ultimate Après Avon, Pride in the Park, Triple Bypass, XTERRA USA Championships, Avon Arts Celebration, Vail Lacrosse Tournament, Dancing in the Park, Vail Valley Brew-Au’, and Man of the Cliff. c. Non-Funded Special Events – No cash, and in general no in-kind services or event assets provided to producers and executed through a Special Event Permit process. d. Private Pavilion Rentals – No cash, in-kind or event assets provided and executed through Private Rental Agreement. Table 1 Town Produced Events/Series: 11 Town Produced Event Days: 43 Town Operated Concession Days: 14 Third Party Funded Producers: 10 Third Party Funded Produced Event Days: 16 Non-Funded Special Event Permits: 10 Non-Funded Special Event Days: 111 Includes 100 days of soccer practice/games Private Pavilion Rentals: 13 Private Rental Days: 18 2. Alcohol Concessions: Our goals for 2023 were to (1) increase revenues and (2) identify opportunities for efficiencies, we succeeded in both. a. Gross Revenue – Overall the gross revenue increased by 50.48% to $97,951 up from $65,093.60 in 2022. The increased sales are due to increased attendance and the menu prices increased by $1 to $2 at AvonLIVE! and Summer’s End; and $2 - $4 for Salute to the USA. Water prices remained at $1. i. This year AvonLIVE! experienced great bands, amazing weather, and increased attendance. AvonLIVE! is up from $30,637.60 in 2022 to $45,274 representing a 48% increase. ii. Salute to the USA performed very well! Up from $28,388 in 2022 to $51,465 representing an 81% increase. iii. Summer’s End was negatively affected with low attendance and gross revenue decreased from $2,142 in 2022 to $1,302 representing a 39% decrease. b. Expense – Overall there is a slight increase of 11.59% in expense related to equipment purchase, credit card fees and cost of water products. i. Staff purchased four (4) points of sale to support AvonLIVE! and Summer’s End specifically. Additionally, through a relationship with other event producers, Staff was able to continue to secure additional points of sale at zero cost to support Salute to the USA. The cost of the POS represents a 100% cost of equipment increase over last year. ii. Additionally, increased sales translate to increased credit card fees up 39.37% and sales tax up 50.62% Page 5 of 17 iii. Furthermore, the inventory of still water purchased in 2021 and the Waterloo Sparkling water donated in 2022 was depleted. Therefore, Staff secured a buy-one-get-one sponsorship with Liquid Death Water for both still and sparkling water. iv. Staff also secured discount pricing in trade for sponsorship with Mountain Beverage (beer and seltzer), Breakthru Beverage (canned white wine) and Lifted Libations (canned cocktails). Therefore, cost of goods overall only increased $848 representing 2.73% increase. Amazing considering the amount of sales generated! c. Net Revenue - The net revenue of Town operated concessions this year is $56,716.93 representing a percentage of cost of 39.74%, down from 51.32% in 2022. A full summary of all revenue and concession associated expenses are provided in ATTACHMENT F with an event-by-event accounting provided and attached as ATTACHMENT G. The CASE Committee and Staff recommend continuing with Town operated concessions at AvonLIVE!, Salute to the USA, and Summer’s End. 3. Sustainability – In 2023, we continued to collaborate with our third-party producers to ensure the Towns sustainability policies including diversion reporting, were implemented. Also, Staff worked even more closely with concession vendors this year in not allowing vendors to sell products in single use vessels which played a vital role in our success. a. The Town and third party produced events realized an average diversion rate of 85.10% which is up from 82.97% in 2022. There were 4,528.69 lbs. of waste composted and 3,177.37 lbs. recycled with a total weight of 7,706.06 lbs. diverted away from the landfill. A year-over-year event-by-event Landfill Diversion Report between 2017 through 2023 is provided in ATTACHMENT H. b. This was accomplished by continuing our work alongside Walking Mountains Science Center to educate guests, staff, and volunteers; on-site sorting and post-event reporting, restricting vessels and service ware at concession locations to only those products which are compliant with our policy. 4. Art in Avon – In the most recent two weeks Staff coordinated with an art dealer hired by Knox Galleries Estate to remove five (5) bronze sculptures from the Main Street Mall (MSM) where they have been on exhibit since 2014. Additionally, there are three (3) sculptures from the Knox Galleries Estate (Lasso, Jennifer, and Enduring Navajo) remaining that Staff is working on having removed. Also, the addition of the light pole banners on Avon Road, Lake Street, and the MSM as well as the brightly painted transformer box adjacent to Town Hall adds some cheerfulness to Avon’s landscape! This past winter, Staff work included Artist Call Out/Request For Proposals (RFP) for the third annual Art Around Avon program. To allow the community more time to view and enjoy the Art Around Avon program, and with Council approval, the program was extended to a two-year program instead of one-year program. Therefore, each sculpture installed this spring will remain Page 6 of 17 on exhibit through May 29, 2025. Furthermore, to highlight the keystone location at roundabout four on Avon Road, which is an expansive space, Staff released two (2) separate and distinct RFP’s. a. The Art Around Avon RFP requested sculptures for up to twenty-five (25) locations located in the Town core, excluding roundabout number four on Avon Road. The Art Around Avon is a program with the goal of selecting up to twenty-five (25) visual art pieces for installation in pre-determined outdoor spaces in early June 2023. Selected artists were engaged by the Town and paid a $900 stipend. The selected artist’s work will be on exhibition in an outdoor location for up to twenty-four (24) months during which time the artist may make the work available for sale. i. The Call for Artist / RFP was released through CAFÉ, an on-line artist application, selection, and jury process on December 9, 2022, and closed on March 26, 2023. i. Staff received thirty-two (32) qualified submissions from twenty (20) artists for the Art Around Avon program. ii. A selected group juried the Art Around Avon submissions through CAFÉ between March 27th and April 18th. iii. The Jury Panel selected eighteen (18) new pieces, retained three (3) pieces for another two years, and twelve (12) different artists. b. Art Around Avon Town Center Location specifically designed to attract sculptures that were more substantial and could fill the expansive space. The RFP included (1) a higher stipend ($2,000) paid to the selected artist and (2) additional size parameters for the proposed work. i. The Town Center location is the crowned jewel of the Art Around Avon program. This location is of high significance and priority, an expansive space, centered location on Avon’s main thoroughfare, and has mountain vistas as a backdrop, will demand a prominent work with the ability to be seen by pedestrians from across Avon Road. The proposed work for this location must be a minimum of 12’ tall and a maximum of 20’ tall, be of substantial girth/circumference and fit on a concrete circular pedestal measuring 13’ in diameter. ii. The Call for Artist / RFP was released through CAFÉ, an on-line artist application, selection, and jury process on December 9, 2022, and closed on March 26, 2023. iii. Staff received twelve (12) submissions for the Town Center Location of which only three (3) were qualified based on the size requirements listed above. iv. Due to the limited number of qualified submissions for the Art Around Avon Town Center Location the Jury Panel elected to re-install the Town owned bronze sculpture, Checkmate at roundabout four and install a cheerful new piece titled When It’s All Over Have I Done Enough in Possibilities Plaza. 2023 SPECIAL EVENTS RECAP: The type and frequency of activation produced this year is the right blend for the local community and enhances visitor experience with a few exceptions outlined below. That said, Staff feels the development and growth of our community focused event portfolio is nearing completion with the need to focus on events which (1) target the visitor community and tourism (2) increase accommodations and sales tax (3) are welcoming to the local community (4) create opportunities to elevate the Avon brand and (5) raises Avon’s competitiveness amongst our peer communities. This is addressed further in the Financial Considerations Best of the West / Heart & Soul section of this report. Page 7 of 17 1. Exceptions – As mentioned above, there are a few exceptions to the 2024 calendar vs. the 2023 calendar which include the removal of SunsetSUP. a. SunsetSUP - Currently not in the 2024 Proposed Budget = ($3,639). The SunsetSUP event concept is a great fit for our community, uses the resources of the lake and beach and is relatively low cost. However, Staff recommends we put a pause on this event / series until a later time which leverages the Recreation Department’s ability to increase family-oriented outdoor programming and activities. b. Background: i. This year we held two (2) races, on June 29th, and July 28th. Participation was 16 competitors and 7, respectively. ii. In 2022, we expanded to include to two (2) races one of which took place on the same weekend as XTERRA which in theory was a “perfect brand fit” to propel the series with XTERRA’s brand recognition and reach. Unfortunately, the race on XTERRA weekend (July 15) rained out and the second race on August 19th received minimal participation (7 competitors). iii. The SunsetSUP race event brand was launched in 2021 with one (1) race on August 6th which was rained out. 2. Fireworks in Avon – The winter fireworks event was held over the Martin Luther King holiday weekend, on Saturday, January 14, from 5:30 to 7:00 p.m. and included free hot chocolate, free peppermint schnapps and fireworks not launched on July 3, 2022. 3. Egg Hunt – The Egg Hunt is a community tradition in Avon and held on the Saturday of the Easter Holiday Weekend (April 8) between the hours of 10:00 a.m. and 12:00 p.m. 4. Town Clean Up & Sustainability Fair - Currently not in the CASE 2024 Proposed Budget but is on the 2024 special event calendar. The Town Clean Up event was reimaged and expanded include a Sustainability Fair component providing education and demonstrations (waterwise landscaping, energy conversation, recycling, etc.) with local sustainability experts (17 booths), free electronic waste drop-off for Avon residents and businesses, as well as free food and beer while supplies lasted. There were 5,917 lbs. of electronic waste recycled, was well received by the community, and will continue in 2024 with $10,000 in funding coming from the Disposable Paper Bag Fund (DPBF). The event aligns with multiple criteria for use of DPBF funds to include but not limited to: Saturday, January 14 | 5:30 to 7:30 p.m. Budgeted Expense: $88,900 | Savings of approximately $20,453 Approximate Attendance: 1,500 Saturday, April 8 | 10:00 a.m. to 12:00 p.m. Budgeted Expense: $15,275 Approximate Attendance: 1,500 Diversion Rate: 84.89% Page 8 of 17 a. “The paper bag fee is to be used exclusively for the following purposes: …(2) educating Town residents, businesses and guests about the impacts of waste on the Town's environmental health, the importance of reducing the number of disposable bags entering the waste stream, and the impact of disposable bags on the Town's waterways and the environment; (3) creating public educational campaigns to raise awareness about waste reduction and recycling; …(6) funding community cleanup or collection events and other activities to reduce waste…” 5. SunsetLIVE! – There were approximately 3,874 in attendance this year compared to 2,092 in 2022 representing an 85% increase with no cancelations. 6. AvonLIVE! – The free community concert series began one week earlier this year and hosted the inaugural Battle of the Bands which featured four (4) Eagle County based bands battling to be named Eagle County Best Band and a chance to play Avon’s “big stage”. There were approximately 15,142 in attendance at the AvonLIVE! series this year compared to 9,170 in 2022 representing a 65% increase. Attendees were surveyed in-person and via QR code, the highlights from the Intercept Insights Survey are provided below and the full 2022 vs 2023 AvonLIVE! the Survey Report is attached as ATTACHMENT I. Based off feedback identified in the Survey, the top three areas for improvement are (1) more food and/or food options (2) better music, more mainstream bands, less jam bands, etc. and (3) better bathrooms. a. Total completed surveys – 339 | 270 In-person Intercepts | 59 QR Code Completions b. Sample size provides statistical validity with an error rate of 5.3% at a 95% confidence interval c. Estimated attendance – 15,142 d. Estimated revenue generated in the Town of Avon - $1.9M e. Net Promoter Score – 80 f. Overall Satisfaction Score – 95 g. 60% of the attendees came to Avon, CO specifically for AvonLIVE! h. 59% of the attendees attended AvonLIVE! in the past i. “Newspaper” and “Word-of-Mouth” were selected most when asked, “How did you hear about, and/or where did you see advertising for AvonLIVE!?” Thursday, May 24 | 4:30 to 7:30 p.m. Budgeted Expense: $1,700 Approximate Attendance: 148 E-Waste Collected: 5,931 lbs. Sundays May 28 to September 3 (14) | 6:00 to 8:30 p.m. Budgeted Expense: $23,910 Approximate Series Attendance: 3,874 Page 9 of 17 j. 87% of the attendees staying in paid lodging stayed in Avon, CO k. 90% are “Very” or “Extremely Likely” to return in the future l. Average nights stayed in paid lodging in Avon, CO – 5.9 m. Average group size of those lodging in Avon, CO – 3.8 n. Average age of respondents – 49.4 | Average age of children under 18 – 7.6 o. Estimated number of room nights generated in Avon – 2,213 p. Estimated average nightly rate in Avon - $293 7. Lakeside Cinema – This event series was comprised of nine (9) family friendly movies with only one weather cancelation. The featured movies include The Goonies (cancelled), Parent Trap, Frozen II, Dora and the Lost City of Gold, VIVO, The Princess Bride, A Bug’s Life, Brave and Soul. There were approximately 887 in attendance this year compared to 655 in 2022 representing a 36% increase. 8. Salute to the USA Fireworks – The return of Avon’s beloved fireworks show brought larger crowds who gathered for family-fun and tradition! There were approximately 22,000 to 24,000 in attendance this year compared to 18,534 in 2022 representing a 18.70% – 29.49% increase. The 2024 Proposed Budget and calendar currently include fireworks display for Salute to the USA. A Salute to the USA Post Event Report was provided to Town Council at the September 12, 2023, Avon Town Council Meeting. 9. SunsetSUP – As mentioned earlier in this report, this small event series is currently not in the 2024 Proposed Budget. Wednesdays June 14 to August 30 (11) | 5:30 to 9:00 p.m. Budgeted Expense: $221,509 Budget Revenue: $31,028 | $28,528 in concession | $2,500 in vendor fees Est. Act. Revenue: $49,274 | $45,274 in concession | $4,000 in vendor fees Approximate Series Attendance: 15,142 Diversion Rate: 93.19% Fridays July 7 through September 1 (9) Budgeted Expense: $18,821 Approximate Series Attendance: 887 Monday, July 3| 5:00 to 10:00 p.m. Budgeted Expense: $295,313 Budget Revenue: $46,100 | $10,000 sponsorship | $28,000 concessions | $8,100 vendor fees Est. Actual Revenue: $60,750 | $51,400 in concession | $9,350 in vendor fees Approximate Attendance: 22,000 to 24,000 Diversion Rate: 80.92% Page 10 of 17 10. Summer’s End – Returning for a third season, the Summer’s Event activities were held over Labor Day Weekend and comprised of the following: a. Lakeside Cinema – Friday, Sept. 1 beginning at dusk and featuring the movie “Soul”. b. Paddle Battles / Cardboard Regatta – Sunday, Sept. 3 between 10:30 a.m. and 4:00 p.m. and featured SUP Individual Races Adult categories for cash; Kids categories for prizes; and Team SUP Squatch Races and Cardboard Regatta for bragging rights. i. There were 68 participants registered this year and approximately 50 spectators, compared to 61 participants registered and approximately 175 total attendees in 2022. c. SunsetLIVE! – Sunday, Sept. 3 between 4:30 p.m. and 7:30 p.m. and featured two (2) bands and a later start time of 4:30 p.m. instead of 3:00 p.m. ii. The weather was rainy, cold, and windy during the first band’s performance at 4:30 to 5:30 p.m., which was High Five. Total of 20 attendees. iii. The second band, Split Window performed between 5:30 and 7:30 p.m. and experienced better weather and larger crowd. Total of 285 attendees. iv. Staff recommends only one band in 2024 at the later time slot which aligns more closely with the “regular” time for SunsetLIVE! throughout the summer. d. Labor Day Concert – Monday, Sept. 4th between 5:30 and 7:30 p.m. and featured one band, The Beau Thomas Band, who played two 90-minute sets. The concert element of the Summer’s End brand has slowed significantly since launching in 2021 and continues to lose momentum and decline in attendance. Per council direction, the 2023 Approved Budget was reduced from a final $42,080 in 2022, to $20,167 in 2023 to be more like an AvonLIVE! per show cost. As a result of the decrease in budget, Staff spent less on talent and stage production, advertising and promotions, printing, etc. That combined with the plethora of attractive activities offered locally and regionally on this popular holiday weekend, make it challenging to capture the attention of visitors and residents. Therefore, it is Staff’s recommendation to either (1) discontinue the concert element of the Summer’s End brand or (2) move the concert to Saturday of Labor Day Weekend and increase the budget significantly to retain a top-tier level talent like that of Los Lobos in 2021, increase stage production and advertising. This is considered further in the Financial Consideration section of this report. i. There was a 47% decrease in attendance (619 attendees) at the Monday concert this year and a 45% decrease in 2022 (1,167 attendees) compared to 2021 (2,000 attendees). ii. The Summer’s End brand was marketed and promoted, while also individually promoting Lakeside Cinema, Paddle Battles, and SunsetLIVE! brands and all Friday, June 30 & July 28 (2) | 6:00 to 8:00 p.m. Budgeted Expense: $3,639 Approximate Series Participation: 23 Page 11 of 17 elements of Summer’s End activities. This includes but is not limited to the following: iii. Vail Daily print ads (3) || Vaildaily.com and Summitdaily.com for 30 days generating 69,428 impressions, 68 clicks and a .10% CTR || Social media posts (9) || 252 Radio spots over four (4) stations. iv. As well as press release, posters, August electronic newsletter, websites, event landing pages and local on-line event calendars. Attendees were surveyed in-person and via QR code, the highlights from the Intercept Insights Survey are provided below and the full Summer’s End Survey Report is attached as ATTACHMENT J. Based off feedback identified in the Survey, the top three areas for improvement are (1) better music/bands (2) do not have it on Monday and (3) better event details and advertising. i. Total completed surveys – 62 | 62 In-person Intercepts | 0 QR Code Completions ii. Es�mated attendance – 629 iii. Sample size provides statistical validity with an error rate of 10.8% at a 95% confidence interval iv. Es�mated revenue generated in the Town of Avon - $38K v. Net Promoter Score – 82 vi. Overall Satisfaction Score – 97 vii. 70% of the attendees came to Avon, CO specifically for Summer's End viii. 40% of the attendees had attended Summer's End in the past ix. "Newspaper" and "Word-of-Mouth" were selected most when asked, “How did you hear about, and/or where did you see advertising for Summer's End" x. 94% are “Very” or “Extremely Likely” to return in the future xi. Average age of respondents – 48.4 | Average age of children under 18 – 7.4 xii. 75% of the attendees staying in paid lodging stayed in Avon, CO (***Caution small sample size) xiii. Average nights stayed in paid lodging in Avon, CO – 5.7 xiv. Average group size of those lodging in Avon, CO – 2.7 xv. Estimated number of room nights generated in Avon – 70 xvi. Estimated average nightly rate in Avon - $290 PROPOSED 2024 SPECIAL EVENTS CALENDAR - Supplied and attached as ATTACHMENT K, and providing a calendar view of proposed special events, Recreation Department programming such as Open Water Swim, Yoga in the Park, Dunk-n-Dash, etc.; and proposed main athletic field maintenance days. The Labor Day Weekend: September 1– September 4 Budgeted Expense: $33,757 | $13,590 (Paddle Battles) plus $20,167 (Concert) Budgeted Revenue: $2,950 | $2,000 in concessions | $950 in vendor fees Est. Actual Revenue: $ 1,302 in concessions | $300 in vendor fees Diversion Rate: 92.28% Page 12 of 17 legend at the top of the calendar provides a visual key as to the type of event (music, arts, athletics, etc.) and assumes the venue is Nottingham Park and/or Lake unless indicated otherwise. Additionally, there are instances where we have multiple events and/or venues activated at the same time. In which case, there are two or more colors with overlapping triangles of colors. An example of which is June 19 and 20 with the Vail Valley Lacrosse Tournament (athletic = orange), Open Water Swim (yellow triangle = Rec.) It is important to note that this calendar is for internal scheduling purposes and will not be publicly distributed. FINANCIAL CONSIDERATIONS: There is an overall net increase of $88,121.78 representing an 11% increase in the Proposed 2024 budget over the 2023 Approved Budget. Below is a summary with the event-by-event detail provided and attached as ATTACHMENT L. The numbers provided in ATTACHMENT L do not include personnel costs, general operations (cell phones, meeting expense, dues, and memberships, etc.) and capital outlay (computers, furniture, etc.). The increase in expenses are explained later in this report. 1. Expenses - The Proposed 2024 Budget includes an overall increase in expenses of $133,149.78 due to the following: a. Salute to the USA - 2024 Proposed Budget with an increase of $84,250 representing 29%. In summary, increased cost of fireworks production, stage production and general operations, logistics and activations. The most impactful increases include but are not limited to: i. Fireworks increased $25,000; from $45,000 to $70,000 for a 20-minute program. ii. Chain link fencing increased $12,000; from $23,000 to $35,000. iii. Audio Visual increased $11,050; from $18,450 to $29,500. iv. Family activities / entertainment increased $6,000; from $11,200 to $17,200. v. Portable facilities increased $5,700; from $15,640 to $21,340. vi. Security services increased $4,570; from $36,645 to $41,215. vii. Employee appreciation increases $4,500; from $0 to $4,500. viii. Background: Our 3-year contract term ended with Western Enterprises July 4, 2023, therefore, and per Town policy, Request for Proposal (“RFP”) for Pyrotechnic Design and Production was released August 8th with a deadline of August 25th. i. Proposal review took place on August 31st and a contract shall be awarded to Western Enterprises later this fall subject to budget appropriation. ii. It is important to note that (1) due to increased costs in the pyrotechnics industry (fireworks, shipping, and supply chain delays), the same level of expense in years 2021 – 2023 will not yield the same level of experience and (2) the agreement between Western Enterprises and the Town is not yet final. Adopted 2024: PROPOSED $1,031,152.47 Adopted 2024: PROPOSED $129,771.00 Adopted 2024: PROPOSED $901,381.47 Adopted 2023: ADOPTED $898,002.69 Adopted 2023: ADOPTED $84,743.00 Adopted 2023: ADOPTED $813,259.69 Difference $133,149.78 Difference $45,028.00 Difference $88,121.78 2023 VS 2024 PROPOSED BUDGET COMPARISION SUMMARY: 9.1.2023 GROSS EXPENSE GROSS REVENUE NET Page 13 of 17 iii. In year’s the Town does not launch fireworks on July 3rd, and as in years past, these fireworks must be launched prior to February 24th of the following year. In this case, the product will be used for the Fireworks in Avon, winter event over MLK weekend. b. SunsetLIVE! (15): 2024 Proposed Budget with an increase = $11,432.40 representing 48%. i. Most impactful increases include $11,000 in Purchased & Contracted Services (talent acquisition, photography, and creative services). ii. Proposing fifteen (15) concerts in 2024 due to (1) the potential addition of one FTE (2) Staff’s ability to execute a concert on Sunday, July 7th with 3-days separation between Salute, which takes place on a Wednesday in 2024 (3) the importance of activation over Independence Day holiday weekend (4) SunsetLIVE! has become a signature series and when possible, recommend not skipping the Sunday nearest the Independence Day holiday. c. AvonLIVE! (11) - 2024 Proposed Budget with an increase = $60,000 representing 27%. iii. Most impactful increases include $43,228 to Purchased & Contracted Services (talent, talent management, ground transport, lodging, live stream, photographer, and event survey). iv. The remaining $16,772 increases is spread through numerous accounts. v. Approximately $25,642 per show in 2024 Proposed Budget for 11 concerts. d. Lakeside Cinema (9) - 2024 Proposed Budget with an increase = $9,578 representing 51%. i. Most impactful increases include $4,525 in Purchased & Contracted Services (creative services, increased cost of films/equipment and photography). ii. Addition of advertising campaign at $2,800. iii. Addition of popcorn at $2,250 (free popcorn for first 50 attendees). e. Summer’s End Concert – Currently, the 2024 Proposed Budget includes a modest increase of $1,231.98 for a total cost of $21,399. The single day Summer’s End concert, like last year, was discussed at the September 21, 2023, CASE Committee meeting to determine if (1) it should be discontinued or (2) moved to Saturday of Labor Day Weekend with an increased budget. The CASE Committee recommends moving to Saturday and increasing the budget. Therefore, for Council discussion are funding recommendations representing $61,500 to increase attendance and build brand loyalty include the following: i. An increase of $50,000 for well-branded headlining and opening talent. ii. An increase of $15,000 for stage production to support higher level talent. iii. An increase of $4,000 for advertising, marketing, and promotions. iv. And less impactful increases for medical / security personnel, resource recovery, and temporary labor = $6,000. Page 14 of 17 f. Best of the West / Heart & Soul Festival – Over the past two years, Staff and the CASE Committee have curated the event concepts (1) Best of the West in mid-June and (2) Heart & Soul Festival in mid-September. Developing a new brand, creating marketing assets, securing / purchasing ad space, etc. need at least a 12-month lead time. Also, marketing to the visitor community in winter of 2024 and 2025 will require securing and purchasing ad space and sending creative files in late fall 2024 and/or early winter 2025. The full list of publications, websites, social media, etc. is not developed. However, early thoughts are print and web publications such as Mountain Town, Westward, and 5280 to name a few. Websites and social may include Bands in Town, Jambase, Pandora, and Spotify to name a few. To that end, the 2024 Proposed Budget reflects developing the Best of the West brand, refining the Heart & Soul Festival brand to begin “creating buzz” with advertising and promotions beginning in late fall/winter 2024 and early 2025. This will set us up for success to launch these two new event brands in 2025 and/or 2026. Additionally, Staff and the CASE Committee propose an early spring or summer 2024 CASE Council Work Session to further discuss the marketing, advertising, and promotions, event elements, financial forecasts, etc. for Best of the West and Heart & Soul Festival. Moreover, by this time there should be a better idea on design concepts, construction and completion dates for the skate plaza and public restrooms in East Nottingham Park. i. The anticipated and conservative costs associated with beginning development and design of the event logo and creative marketing materials such as website landing pages, event posters, social media graphics and/or images, digital promotional banners, etc. This at a proposed cost of $2,000 each for branding elements and $5,500 each for early marketing and advertising for a total proposed cost of $15,000. g. Third-Party Producers – The 2024 Proposed Budget reflects providing cash funding to producers that were granted funding in years 2020 – 2023. There is a net decrease of $60,000 in cash contributions to third-party producers / contingency reduced from $135,000 in 2023 to $75,000 in 2024. i. The contingency has been removed from the 2024 Proposed Budget. In 2023, a portion of the $50,000 in contingency funds were utilized to support the addition of (1) higher tier headline talent at AvonLIVE! and (2) other talent related expenses such as ground transport, lodging, hospitality, and backline. ii. 2024 financial support for third-party producers is proposed at $75,000 and includes (1) Vail Valley Brew-Au at $22,000 (2) Dancing in the Park at $40,000 which is a $10,000 increase over the last three years (3) Avon Arts Celebration at $3,000 and (4) Man of the Cliff at $10,000. iii. Furthermore, for Council discussion is the request to financially support the XTERRA USA Championships return to Avon for $15,000. Financial support is not currently reflected in the 2024 Proposed Budget. Page 15 of 17 iv. Background: The long standing XTERRA brand is a global lifestyle brand that champions the outdoor enthusiast in the relentless pursuit of adventure. They recently updated the tag line to “We Protect. We Play” which aligns with Avon’s brand quite well. The economic impact, demographics, broadcast and media exposure, and digital activity statics begin on page 10 of the Bid Overview provided and attached as ATTACHMENT M. In mid-August, Staff was sent a formal Bid Overview and Local Organizing Guide Requirements from XTERRA Global to formally respond. To that end, conversations with Steve Andrus, Americas Tour Manager, resulted in the Town potentially supporting with direct cash support of $10,000 and an additional $5,000 to co-produce a unique XTERRA Family Dinner / Community Table on the Thursday before. Staff and XTERRA believe this would engage the family members and friends to dine (as they do this anyway) with the athletes prior to them continuing preparations for race day. And we think this is something the athletes would enjoy, and it ties in with XTERAA branding as well. This is in addition to the in-kind which is valued at approximately $10,000. Historically the in-kind has been $6,200 this year, $4,500 in 2022 which was the first year of hosting the XTERRA USA Championships. h. Art Installations / Activations – The 2024 Proposed Budget includes a net increase of $32,383 representing an 82.4% increase. This is where it gets exciting and colorful! As mentioned earlier in this report, Staff and the CASE Committee feel the special events portfolio is nearing completion with the need to slightly shift focus to (1) gathering, analyzing, and discussing peer community research (2) benchmarking, and visiting communities who have established arts and culture facilities and programming (3) building capacity in local non- profit “arts” organizations. The long-term goal is to identify Avon’s cultural and desired arts, culture and heritage programming, activities, and installations. In step with the above work, Staff will execute a few art projects which are included in the 2024 Proposed Budget and outlined below: i. Art Around Artist stipend for second year of exhibition (22 pieces) = $22,050 ii. New one large mural = $23,000. Identified desirable locations include (1) one west facing exterior wall of the Avon Elementary School and adjacent to the playground and (2) west facing exterior wall of The Seasons building and across Mikaela Way from the Library. Council direction is requested on which of the two identified locations is most desirable. iii. Refurbish painted benches (6) and add four new benches = $8,400 iv. Digital / printed mapping services = $300 v. New radio and social advertising and promotions = $1,300 vi. Add two (2) Historical Markers = $6,600 vii. New Street Art Painting Project on Avon Road on roundabouts 3 and 4 = $10,000. (These funds and/or project shall be relabeled as contingency.) Page 16 of 17 2. Revenues – Overall there is a projected increase of $45,028 representing 53% increase in proposed revenues, which are again conservative. The alcohol sales projection is based on 2023 actuals. The majority of the $129,771 in 2024 proposed budget revenue is generated through alcohol sales representing approximately 74% of the total revenue; and approximately 7% of revenue generated is through sponsorship; and, the remaining 19% in other special event fees and/or rentals. Important to note that if there is not a single-day free concert during Summer’s End, the revenue generated from alcohol sales and vendor sales ($2,500) will be removed from the proposed budget. RECOMMENDATION: Staff believes we had another homerun this year and hit the bullseye with a community focused, full, and diverse calendar of events that utilizes our natural and built resources, was engaging, entertaining, and vibrant! We planned and executed a strategic line up which kept Avon competitive and recommend advancing the 2024 proposed calendar of arts and special events. 1. Staff recommends not producing Summer’s End concert unless Council is supportive of the recommended move to Saturday of Labor Day Weekend and budget increase of $61,500. 2. Staff recommends providing cash support to XTERRA Global for the XTERRA USA Championship of $10,000 and an additional $5,000 to co-produce a unique XTERRA Family Dinner on the Thursday before. REQUESTED DIRECTION: Staff is requesting Council provide direction on any of the information provided in this report and specifically to the following: 1. Summer’s End concert (1) should be discontinued or (2) moved to Saturday of Labor Day Weekend with an increased budget of an additional $61,500. The CASE Committee recommends moving to Saturday and increasing the budget. 2. Staff is requesting Council provide direction on the $15,000 cash funding support recommended for XTERRA Global for the XTERRA USA Championship. 3. Staff is requesting Council provide direction on the branding and advertising preparation work for (1) Best of the West and (2) Heart & Soul Festival in the 2024 Proposed Budget to successfully launch in 2024 and/or 2025. 4. Staff is requesting Council provide direction on which of the two (2) proposed locations for the new large-format mural is most desired with the caveat that either of the property owners may decline permission of either preferred location. The locations are (1) Avon Elementary School and adjacent to the playground and (2) west facing exterior wall of The Seasons building and across Mikaela Way from the Library. Thank you, Danita ATTACHMENTS: Attachment A – Year-Over-Year Cost Per Event & Attendee Analysis Attachment B – 2023 Key Performance Indicators Attachment C – Town of Avon Website & Social Analytics Attachment D – Vail Daily Event by Event Marketing Performance Page 17 of 17 Attachment E – Vail Daily Marketing Performance Summary Attachment F - All Concessions Summary & Comparison Attachment G - Event By Event Concessions Summary Attachment H – Yearly Landfill Diversion Report Attachment I – AvonLIVE! Events Survey Report 2022 vs 2023 Attachment J – Summer’s End Event Survey Report 2022 vs 2023 Attachment K – 2024 Proposed Special Event Calendar Attachment L – 2023 vs 2024 Budget Comparison Attachment M – XTERRA World Cup or Regional Bid Overview Attachment N – Final Special Event Complete Recap Event Number of Events Year Budget: Adopted, Final or Proposed Attendance Estimates Gross Cost Per Event Gross Cost Per Attendee Concessions Gross Revenue Vendor Booth Revenue Total Gross Revenue Net Cost Per Event Net Cost Per Attendee YOY % Increase Decrease Year: 2021 Year: 2022 Year: 2023 Salute to the USA1 1 2021 145,549$ 8,100-9,000 N/A 16.17$ 28,000$ 4,600$ 32,600$ 112,949$ 12.55$ 1 2022 230,334$ 15,600 - 18,534 N/A 12.43$ 28,424$ 8,100$ 36,524$ 193,810$ 10.46$ -17% 1 2023 295,313$ 22,000 - 24,000 N/A 12.30$ 51,400$ 9,350$ 60,750$ 234,563$ 9.77$ -7% AvonLIVE !9 2021 157,198$ 3,148 14,824$ 49.94$ 16,865$ 2,400$ 19,265$ 137,933$ 43.82$ 10 2022 167,769$ 9,170 15,878$ 18.30$ 30,637$ 2,500$ 33,137$ 134,632$ 14.68$ -66% 11 2023 221,509$ 15,142 20,137$ 14.63$ 45,274$ 4,000$ 49,274$ 172,235$ 11.37$ -29% SunsetLIVE !14 2021 19,761$ 2,778 1,840$ 7.11$ 2,400$ N/A 2,400$ 17,361$ 6.25$ 14 2022 22,850$ 2,092 1,632$ 10.92$ N/A N/A -$ 22,850$ 10.92$ 66% 14 2023 23,910$ 3,874 1,708$ 6.17$ N/A N/A -$ 23,910$ 6.17$ -77% Lakeside Cinema 6 2021 11,646$ 325 1,395$ 35.83$ N/A N/A -$ 11,646$ 35.83$ 9 2022 16,252$ 655 1,817$ 24.81$ N/A N/A -$ 16,252$ 24.81$ -31% 9 2023 18,821$ 887 2,091$ 21.22$ N/A N/A -$ 18,821$ 21.22$ -17% Summer's End 1 2021 45,645$ 2,000 N/A 22.82$ 5,735$ 300$ 6,035$ 39,610$ 19.81$ 1 2022 42,666$ 1,167 N/A 36.56$ 2,142$ 950$ 3,092$ 39,574$ 33.91$ 71% 1 2023 20,167$ 619 N/A 32.58$ 1,302$ 500$ 1,802$ 18,365$ 29.67$ -14% Overall Average -12% 1 Used higher attendance number for cost per attendee ATTACHMENT A 2021 - 2023 Cost Per Event & Attendee Analysis 2019 2020 2021 2022 2023 Number of Town Produced Event Days 14 11 52 53 43 Number Third-Party Event Days 24 10 29 19 16 Number of Non-Funded Event Days1 4 9 8 16 11 Number of Paid Private Rental Days 1 7 9 15 18 Total People Attending Events2 30,000 6,123 22,390 55,126 76,077 Number of Social Media Followers (Facebook)2,203 Number of Social Media Followers (Instagram)2,359 Newsletter Subscribers 2,110 2,248 Avon.org Event Pages Views (Jan-Oct.)3 59,355 54,319 Discoveravon.org Event Pages Views (Jan-Oct.)4,683 6,712 12022 - 2023 does not include soccer practice/games 2022 = 39 days of practice/games 2023 = 100 days of practice/games 2 2019-2020 are approx. numbers as not all events tracked attendees. Does not include private rental attendees 32022 not all event landing pages views tracked and date range is only May-Oct. KEY PERFORMANCE INDICATORS ATTACHMENT B Not Available Not Available Event/Page # of Pageviews # of Unique Event/Page # of Pageviews # of Unique Fireworks in Avon 810 744 To Do/festivals 1,980 1,479 Egg Hunt 1,048 961 To Do 1,126 743 Town Clean Up & Sustainability Fair 792 734 To Do/this summer 1,246 1,044 Salute 18,839 16,414 Art & Culture 309 259 AvonLIVE!9,267 8,306 Fireworks in Avon 248 218 SunsetLIVE!3,753 3,348 Egg Hunt 4 2 Lakeside Cinema 854 791 Town Clean Up & Sustainability Fair 21 15 SunsetSUP 576 528 Salute 341 269 Paddle Battles 261 239 AvonLIVE!697 521 Summer's End 271 259 SunsetLIVE!502 391 SE Landing Page 8,052 7,112 Lakeside Cinema 173 152 Calendar 5,729 4,420 SunsetSUP 50 46 Events at a Glance 3,980 3,681 Paddle Battles 11 9 Arts at a Glance 87 73 Summer's End 4 4 SUB-TOTALS:54,319 47,610 SUB-TOTALS:6,712 5,152 COMBINED TOTAL PAGE VIEWS 61,031 COMBINED TOTAL UNIQUE VIEWS 52,762 Event/Page Organic Reach Page Visits New Likes/Follows Combined Paid Reach Combined Paid Impresson Instagram 102,887 3,861 538 Facebook 123,460 6,915 342 409,357 232,711 2023 ANALYTICS FOR AVON.ORG: 01/01 - 10/14/2023 ANALYTICS FOR DISCOVERAVON.ORG: 01/01 - 10/14/2023 ATTACHMENT C ANAYLTICS FOR DISCOVERAVON SOCIAL: 01/01 - 10/14/2023 Event Run Schedule Impressions Clicks Overall % CTR Fireworks in Avon 01/12 - 01/15 17,454 43 0.25 By Creative Size Marquee 01/12 - 01/15 7,511 14 0.19 320x50 (copy)6,554 23 0.35 320x50 3,389 6 0.18 By Device Smartphone 8,835 27 0.31 Desktop 8,078 13 0.16 Tablet 541 3 0.55 Connected TV N/A N/A N/A Egg Hunt (Print only) Event Run Schedule Impressions Clicks Overall % CTR Town Clean Up & Sustainability Fair 4/14 - 5/24 30,603 37 0.12 By Creative Size 300x250 4/19 - 4/30 20,737 35 0.17 320x50 5/01 - 5/24 6,585 0 728x90 5/01 - 5/24 3,281 2 0.06 By Device Smartphone 16,530 31 0.19 Desktop 12,025 5 0.04 Tablet 2,047 1 0.05 Connected TV 1 0 Event Run Schedule Impressions Clicks Overall % CTR AvonLIVE !6/01 - 8/31 182,470 187 0.10 By Creative Size 300x250 49,269 71 0.14 320x50 48,869 48 0.10 300X600 39,523 0 728x90 (copy)8,088 5 0.06 Vaildaily.com ATTACHMENT D 2023 Events Digital & Programmatic Marketing Reportings: Vail Daily / Summit Daily Vaildaily.com Vaildaily.com / Summitdaily.com 2023 Events Digital & Programmatic Marketing Reportings: Vail Daily / Summit Daily 728x90 4,725 2 0.04 970x250 15,377 46 0.30 970x250 (update)3,822 13 0.34 600X300 9,167 0 970x90 3,630 2 0.06 By Device Smartphone 117,616 110 0.09 Desktop 51,540 64 0.12 Tablet 13,310 13 0.10 Feature Phone 3 0 Connected TV 1 0 Face Book DID 171,077 144 0.08 Programmatic 144,127 176 0.12 Event Run Schedule Impressions Clicks Overall % CTR SunsetLIVE !05/26 - 09/03 209,183 247 0.12 By Creative Size 300x250 60,058 86 0.14 320x50 86,746 82 0.09 300X600 14,508 0 728x90 17,042 4 0.02 970x250 19,163 70 0.37 600X300 1,788 0 970x90 9,878 5 0.05 By Device Smartphone 135,777 159 0.12 Desktop 57,260 78 0.14 Tablet 16,131 10 0.06 Connected TV 15 0 Event Run Schedule Impressions Clicks Overall % CTR Salute to the USA 06/01 - 07/03 30,427 55 0.18 By Creative Size 300x250 6,342 11 0.17 320x50 15,058 13 0.09 728x90 2,213 3 0.14 970x250 6,590 28 0.42 600X300 224 0 By Device Vaildaily.com / Summitdaily.com Vaildaily.com / Summitdaily.com 2023 Events Digital & Programmatic Marketing Reportings: Vail Daily / Summit Daily Smartphone 18,917 23 0.12 Desktop 9,144 24 0.26 Tablet 2 8 0.34 Connected TV 0 0 0.00 Face Book DID 5,921 78 0.34 Programmatic 9,489 99 0.14 Event Run Schedule Impressions Clicks Overall % CTR Lakeside Cinema 07/07 - 09/01 90,003 52 0.06 By Creative Size 300x250 28,291 15 0.05 320x50 36,492 22 0.06 728x90 25,220 15 0.06 By Device Smartphone 41,319 28 0.07 Desktop 40,371 18 0.04 Tablet 8,316 6 0.07 Feature phone??1 0 Event Run Schedule Impressions Clicks Overall % CTR SunsetSUP 06/01 - 07/30 65,300 54 0.08 By Creative Size 300x250 9,085 14 0.15 320x50 51,996 38 0.07 728x90 4,219 2 0.05 By Device Smartphone 56,155 50 0.09 Desktop 6,605 4 0.06 Tablet 2,540 0 Connected TV 0 0 Event Run Schedule Impressions Clicks Overall % CTR Paddle Battles 08/03 - 09/03 28,337 33 0.12 By Creative Size 300x250 8,322 14 0.17 320x50 10,117 6 0.06 728x90 4,420 3 0.07 970x250 3,940 9 0.23 Vaildaily.com / Summitdaily.com Vaildaily.com Vaildaily.com / Summitdaily.com 2023 Events Digital & Programmatic Marketing Reportings: Vail Daily / Summit Daily 970x90 1,538 1 0.07 By Device Smartphone 15,405 17 0.11 Desktop 10,637 14 0.13 Tablet 2,195 2 0.09 Connected TV 0 Event Run Schedule Impressions Clicks Overall % CTR Summer's End 08/03 - 09/04 69,428 68 0.10 By Creative Size 300x250 11,582 10 0.09 320x50 47,595 52 0.11 728x90 10,251 6 0.06 By Device Smartphone 54,029 62 0.11 Desktop 11,435 4 0.03 Tablet 3,963 2 0.05 Connected TV 1 0 Vaildaily.com / Summitdaily.com Event Impressions Clicks % CTR Impressions Clicks % CTR Impressions Clicks % CTR Fireworks in Avon 17,454 43 0.25 Town Clean Up + Sustainability Fair 30,603 37 0.12 AvonLIVE !182,470 187 0.10 171,077 144 0.08 144,127 176 0.12 SunsetLIVE !209,183 247 0.12 Summer's End 15,493 55 0.10 Salute to the USA 30,427 55 0.18 5,921 78 0.34 9,489 99 0.14 Lakeside Cinema 90,003 52 0.06 SunsetSUP 65,300 54 0.08 Paddle Battles 28,337 33 0.12 Summer's End 69,428 68 0.10 SUB-TOTALS:738,698 831 176,998 222 0.13 153,616 275 0.18 TOTAL IMPRESSIONS 1,069,312 TOTAL CLICKS 1,328 AVERAGE CTR 14% 2023 Events Digital Marketing Summary: Vaildaily.com & Summitdaily.com Digital Facebook Device ID Programatic ATTACHMENT E VARIANCE 2022 to 2023 % INCREASE 2022 vs 2023 VARIANCE 2021 to 2022 % INCREASE 2021 vs 2022 Actual Cash Sales 26,991.00$ Actual Cash Sales 24,681.00$ Actual Cash Sales 31,290.00$ 6,609.00$ 26.78%(2,310.00)$ -8.56% Credit Card Sales 37,284.14$ Credit Card Sales 47,562.37$ Credit Card Sales 76,453.90$ 28,891.53$ 60.74%10,278.23$ 27.57% Less Credit Card Tips 5,506.92$ Less Credit Card Tips 7,149.77$ Less Credit Card Tips 9,792.90$ 2,643.13$ 36.97%1,642.85$ 29.83% Total Gross Sales $58,768.22 Total Gross Sales $65,093.60 Total Gross Sales 97,951.00$ 32,857.40$ 50.48%6,325.38$ 10.76% Avon Sales Tax 4%Avon Sales Tax 4%Avon Sales Tax 4% Less Sales Tax ($)2,260.32$ Less Sales Tax ($)2,503.60$ Less Sales Tax ($)2,940.53$ 436.93$ 17.45%243.28$ 10.76% Sales Tax (%)4.40%Sales Tax (%)4.40%Sales Tax (%)4.40% Less Sales Tax ($)2,476.82$ Less Sales Tax ($)2,743.41$ Less Sales Tax ($)4,132.00$ 1,388.59$ 50.62%266.59$ 10.76% Tax Adjusted Gross Sales $56,291.40 Tax Adjusted Gross Sales 62,350.19$ Tax Adjusted Gross Sales 93,909.00$ 31,558.81$ 50.62%6,058.79$ 10.76% Less Credit Card Fees ($)1,885.53$ Less Credit Card Fees ($)1,808.43$ Less Credit Card Fees ($)2,520.48$ 712.05$ 39.37%(77.10)$ -4.09% Final Adjusted Gross Sales $54,405.87 Final Adjusted Gross Sales 60,541.76$ Final Adjusted Gross Sales 91,388.52$ 30,846.76$ 50.95%6,135.89$ 11.28% Expenses: Cost of Goods Expenses: Cost of Goods Expenses: Cost of Goods Labor (Bar Manager + Servers)1 13,626.00$ Labor (Bar Manager + Servers)1 8,815.33$ Labor (Bar Manager + Servers)1 9,826.83$ 1,011.50$ 11.47%(4,810.67)$ -35.31% City Market (Ice)3,349.89$ City Market (Ice)3,348.94$ City Market (Ice)2,703.33$ (645.61)$ -19.28%(0.95)$ -0.03% RNDC (Canned Cocktails & Wine)7,715.00$ RNDC (Canned Cocktails & Wine)7,486.26$ RNDC (Canned Cocktails & Wine)4,091.37$ (3,394.89)$ -45.35%(228.74)$ -2.96% Mountain Beverage (Beer)8,543.02$ Mountain Beverage (Beer)8,543.02$ Mountain Beverage (Beer)10,947.30$ 2,404.28$ 28.14%-$ 0.00% Breakthru Beverage (Canned Cocktails & Wine)-$ Breakthru Beverage (Canned Cocktails & Wine)-$ Breakthru Beverage (Canned Cocktails & Wine)3,125.53$ 3,125.53$ 100.00%-$ New Age Beverage 306.00$ New Age Beverage -$ New Age Beverage -$ -$ (306.00)$ -100.00% Open Water (Bottled Water Product)2,130.66$ Open Water / Waterloo Sparkling -$ Liquid Death Water 1,224.00$ 1,224.00$ 100.00%(2,130.66)$ -100.00% Cost of Comp Product 1,396.51$ Cost of Comp Product 1,271.21$ Cost of Comp Product 1,291.00$ 19.79$ 1.56%(125.30)$ -8.97% Sub-Total Expenses: Cost of Goods 37,067.08$ Sub-Total Expenses: Cost of Goods 31,069.98$ Sub-Total Expenses: Cost of Goods 31,918.36$ 848.38$ 2.73%(5,997.10)$ -16.18% Expenses: Equipment Expenses: Equipment Expenses: Equipment Equipment Rental 3,994.49$ Equipment Rental -$ Equipment Purchase 2,261.53$ 2,261.53$ 100%(3,994.49)$ -100% Sub-Total Expenses: Equipment 3,994.49$ Sub-Total Expenses: Equipment -$ Sub-Total Expenses: Equipment 2,261.53$ 2,261.53$ (2,261.53)$ Final Adjusted Gross Sales 54,405.87$ Final Adjusted Gross Sales 60,541.76$ Final Adjusted Gross Sales 91,388.52$ 30,846.76$ 50.95%6,135.89$ 11.28% Expenses 41,061.57$ Expenses 31,069.98$ Expenses 34,671.59$ 3,601.61$ 11.59%(9,991.59)$ -24.33% Net Revenue 13,344.30$ Net Revenue 29,471.78$ Net Revenue 56,716.93$ 27,245.15$ 92.44%16,127.48$ 120.86% Percentage of Cost 75.47%Percentage of Cost 51.32%Percentage of Cost 37.94%-13.38%-24.15% 1 Hourly wage; tips not included in all years. ATTACHMENT F YEAR OVER YEAR 2021-2023 ALCOHOL CONCESSIONS SUMMARY All Events All Events All Events ALCOHOL CONCESSIONS 2021 ALCOHOL CONCESSIONS 2022 ALCOHOL CONCESSIONS 2023 AvonLIVE! (11) Salute to the USA Summers End Actual Cash Sales 13,349.00$ 17,426.00$ 515.00$ Credit Card Sales 36,956.15$ 38,573.76$ 923.99$ Less Credit Card Tips 5,121.15$ 4,534.76$ 136.99$ Total Gross Sales 45,274.00$ 51,465.00$ 1,302.00$ Avon Sales Tax 4%4%4% Less Sales Tax ($)1,421.39$ 1,483.61$ 35.54$ Sales Tax (%) Eagle County / State 4.4%4.4%4.4% Less Sales Tax ($)1,908.10$ 2,169.02$ $54.87 Tax Adjusted Gross Sales 43,365.90$ 49,295.98$ 1,247.13$ Less Credit Card Fees ($)1,245.35$ 1,244.92$ $30.21 Final Adjusted Gross Sales 42,120.55$ 48,051.06$ 1,216.92$ Expenses: Cost of Goods1 Labor (Bar Manager + Servers)6,128.88$ 3,336.72$ 361.23$ Ice 736.51$ 1,895.00$ 71.82$ RNDC (Canned Cocktails & Wine)1,461.00$ 2,470.17$ 160.20$ Mountain Beverage (Beer)5,283.80$ 5,603.50$ 60.00$ Breakthru Beverage (Canned Cocktails & Wine)1,708.92$ 1,296.48$ 120.13$ Liquid Death Water 252.00$ 960.00$ 12.00$ Sub-Total Expenses: Cost of Goods 15,571.11$ 15,561.87$ 785.38$ Expenses: Equipment Equipment Purchase 2,261.53$ 245.85$ 245.85$ Sub-Total Expenses: Equipment 2,261.53$ 245.85$ 245.85$ Final Adjusted Gross Sales 42,120.55$ 48,051.06$ 1,216.92$ Expenses 17,832.64$ 15,807.72$ 1,031.23$ Net Revenue 24,287.91$ 32,243.34$ 185.69$ Percentage of Cost 42%33%85% ATTACHMENT G EVENT-BY-EVENT 2023 ALCOHOL CONCESSIONS SUMMARY 1 Hourly wage; tips not included; does not include comp product Event 2017 Diversion 2018 Diversion 2019 Diversion 2020 Diversion 2021 Diversion 2022 Diversion 2023 Diversion Average Diversion by Event Egg Hunt 84.89%84.89% AvonLIVE!94.05%81.66%82.92%83.77%85.11%89.46%93.19%87.17% Salute to the USA 36.12%36.12%59.40%-82.97%66.03%80.92%60.26% Summer's End Concert ----84.73%85.33%92.28%87.45% Community Picnic --89.00%-89.19%91.07%91.61%90.22% Colorado Classic --79.00%----79.00% Town Produced Events Not Tracked1 SunsetLIVE! -------- Lakeside Cinema -------- Town Clean Up & Sustainability Fair -------- Paddle Battles / SunsetSUP -------- Winter Fireworks -------- XTERRA -----76.54%88.96%82.75% Avon Arts Celebration -----52.16%70.40%61.28% Ultimate Après Avon -----90.86%85.69%88.28% Pride in the Park -----83.56%85.74%84.65% Vail Lacrosse Tournament -----83.50%-83.50% Purina Pro Dog Challenge --86.00%----86.00% Vail Valley Brew' Au ----64.23%84.32%82.44%77.00% Dancing in the Park --82.54%-87.50%75.67%78.61%81.08% Man of the Cliff 84.59%76.00%77.00%--82.42%86.79%81.36%Triple By-Pass -88.60%----80.03%84.32% ATTACHMENT H: ZERO WASTE EVENT DIVERSION RATES 2017-2023 THIRD PARTY PRODUCED EVENTS (1) Events that we do not actively recover resources or use zero waste services due to the lack of F&B provided, type of event and/or duration. TOWN PRODUCED EVENTS AvonLIVE! SURVEY RESULTS SUMMER 2023 Prepared for: Town of Avon Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com ATTACHMENT I OBJECTIVES The Town of Avon invested in a third party research company, Intercept Insight, LLC, to conduct intercept surveys during AvonLIVE! to help quan fy decisions and increase performance related to the event. With this insight, the Town is able to evaluate economic contribu ons of the event, develop objec ves to increase the overall performance, market effec vely, and provide sponsors with valuable data regarding the event. The Town of Avon iden fied several objec ves for this study. Objec ves: v A*endee details (e.g. reason for visi ng Avon, prior a*endance, loyalty) v Intent to return to the event v Quan fy recommenda ons v Evaluate event performance v Es mate spending habits v Es mate revenue genera on v Understand media effec veness/awareness v Obtain demographical and geographical data v Determine accommoda ons, nights stayed, town stayed in, etc. v Town of residence/Neighborhood AvonLIVE! METHODOLOGY The Town of Avon and Intercept Insight designed a core set of ques ons intended to meet the objec ves of the study, including some event specific ques ons. Once the survey was approved the ques ons were programmed into a survey design tool and then uploaded to handhelds. The surveys were then conducted in-person using the handheds to collect the data. In-person intercepts were conducted during each AvonLIVE! concert. Surveyors were hired and trained to conduct the intercepts in a way so that a random representa ve sample of the popula on was being collected each day. Those surveyed must have been 18 years of age or older. A sample plan was designed, and a quota was met to ensure sta s cal validity. Once the quota were met, the data was downloaded using a sta s cal so6ware and prepared for analysis and repor ng. AvonLIVE! HIGHLIGHTS v Total completed surveys – 339 | 270 In-person Intercepts | 59 QR Code Comple ons v Sample size provides sta s cal validity with an error rate of 5.3% at a 95% confidence interval v Es mated a*endance – 15,142 v Es mated revenue generated to the Town of Avon - 1.9M v Net Promoter Score – 80 v Overall Sa sfac on Score – 95 v 60% of the a*endees came to Avon, CO specifically for AvonLIVE! v 59% of the a*endees had a*ended AvonLIVE! in the past v 90% are “Very” or “Extremely Likely” to return in the future v “Newspaper” and “Word-of-Mouth” were selected most when asked, “How did you hear about, and/or where did you see adver sing for AvonLIVE!?” v 87% of the a*endees staying in paid lodging stayed in Avon, CO v Average nights stayed in paid lodging in Avon, CO – 5.9 v Average group size of those lodging in Avon, CO – 3.8 v Es mated number of room nights generated in Avon – 2,213 v Es mated average nightly rate in Avon - $293 v Average age of respondents – 49.4 | Average age of children under 18 – 7.6 AvonLIVE! AvonLIVE! FILTERS 2022 2023 0K 5K 1.. 1.. 2.. 2.. 3.. . . . . . . . . . . . 15,142 9,170 $876,263 $1,860,030 Attendance and Revenue Generation Year All AvonLIVE! FILTERS 2022 2023 0% 20% 40% 60% 80% 100% 3%2% 14%16% 80%79% 83%81% Net Promoter Score Year All Legend Promoters Net Promoter Score Passive Supporters Detractors Overall satisfaction Availability of food & beverages Quality of food & beverages Friendliness of staff Quality of the Entertainment 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0 20 40 60 80 100 9595 9390 9291 9696 9395 Attribute Satisfaction Ratings AvonLIVE! FILTERS Advertising Allow outside beer Better bands Better music Bigger bands. Bring own alcohol Bring stones in What can we do to increase your likelihood to recommend this event? Year All Allow outside drinks and more food trucks Better bathrooms. There's not even running cold water in the men's room Better food and music check with public about what bands they like Clean up around the park. Excitement fireworks dancer more kid friendly activities Hard cider choice and more Bluegrass. Maybe have a Bluegrass series and also a cover-band series on alternate weeks. Is there one thing we can do to enhance your experience in the future? AvonLIVE! FILTERS Came for event Heard about it after arrival 2022 2023 2022 2023 0% 20% 40% 60%60%60% 40%40% Reason for Visiting Avon Year All Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 60% 1%1%2%2% 7%8% 44% 35% 46% 54% Intention to Return AvonLIVE! FILTERS One Concert Two Concerts Three Concerts Four Concerts Five Concerts Six Concerts Seven Concerts Eight Concerts Nine Concerts Ten Concerts 11 Concerts 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2023 0% 10% 20% 30% 40% 31% 36% 13%13% 8% 16% 12%11%11% 7%6%5% 2%1%3%4%2%0%2% 6%9% Concert Attendance Year All 2022 2023 0.0 1.0 2.0 3.0 3.2 2.7 Average Concerts Attended AvonLIVE! FILTERS First year 2 years 3 years 4 years 5+ years 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40%41% 39% 17%15% 10%11% 5%4% 26% 31% Prior Attendance Year All Self Spouse or significant other Family (including children) Family (not including children) Friends and Family Friends Only Group 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 16%17% 39% 46% 16%13% 3%3% 12%9% 14%11% 2%1% With Whom Attended AvonLIVE! FILTERS Yes No 2022 2023 2022 2023 0% 50% 100% 92%91% 8%9% Are you with children < 18? Year All 1 Child 2 Children 3 Children 4 Children 5 Children More than five children 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2023 0% 20% 40% 60% 38% 26% 38% 56% 15% 8% 2% 8% 2%3%4% Number of Children < 18 2022 2023 0.0 2.0 4.0 6.0 8.0 7.6 6.9 Average Age of Children AvonLIVE! FILTERS Email Instagram Poster Concierge Radio Newspaper Friends/Family Town of Avon Website Discover Avon Website Google Search Band's Website Bands in Town Previous Attendance Facebook Other Website Other 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 2%2%1%2%2% 7% 14% 10% 4%3% 22% 33%34% 26% 8% 13% 7%4%4%3%0%1%3%4%5%7% Media/Awareness Year All Vail Daily (Print) vaildaily.com summitdaily.com Other None of these 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 50% 100% 74% 35% 1% Newpaper Advertising AvonLIVE! FILTERS Primary Residence Paid Lodging Friends/Family 2nd Home Timeshare VRBO/AirBnB Day Trip Camping Other RVing 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2023 2023 0% 20% 40% 60% 52%54% 9%12%8%6%9%11%15%11% 3%5%2%1%1%0%2%0% Accommodations Year All Avon Beaver Creek Eagle Vail Vail Breckenridge Eagle Keystone Arrowhead Edwards Gypsum Minturn Other Steamboat 2022 2023 2022 2023 2022 2023 2022 2023 2023 2022 2023 2023 2022 2022 2023 2022 2022 2023 2022 0% 10% 20% 30% 40% 50% 60% 70% 80% 72% 63% 5%10% 4%5%5%7%2%1%2%1%1% 11%8% 1%1%1%1% In what town are you staying? Click on the accommodation type to see in which town the respondent was staying AvonLIVE! FILTERS 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+ 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40% 50% 5% 10% 23% 29% 45% 32% 13%12% 8%6%7% 11% Nights Stayed Categories (All Accommodations) Year All 2022 2023 0.0 2.0 4.0 6.0 5.9 4.8 Average Nights Stayed (Paid Lodging Guests in Avon) 2022 2023 0 2 4 6 3.8 2.3 Average Goup Size (Paid Lodging Guests in Avon) AvonLIVE! FILTERS Lodging Spend Dining Spend Vendor Spend Retail Spend Activities Spend 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 $0 $1,000 $2,000 $3,000 $2,875 $1,334 $132$130 $65$72 $96$39 $148$64 Average Household Spend in Avon by Category Year All 2022 2023 $0 $100 $200 $300 $293 $236 Average Nightly Rate Generated in Avon 2022 2023 0 500 1,000 1,500 2,000 2,500 2,213 1,662 Room Nights Generated in Avon AvonLIVE! FILTERS Wyoming 120 0% Wisconsin 220 1% Washington 27 0% Virginia 101 0% Utah 138 0% Texas 1,699 7% South Dakota 73 0% South Carolina 193 1% Pennsylvania 349 2% Oregon 46 0% Oklahoma 92 0% Ohio 202 1% North Dakota 46 0% North Carolina 73 0% New York 321 1% New Mexico 55 0% New Jersey 101 0% Nebraska 46 0% Montana 46 0% Missouri 312 1% Mississippi 27 0% Minnesota 120 0% Michigan 166 1% Massachusetts 46 0% Maryland 73 0% Louisiana 55 0% Kentucky 73 0% Kansas 220 1% Iowa 92 0% Indiana 138 0% Illinois 671 3% Idaho 27 0% Georgia 46 0% Florida 799 3% Colorado 15,559 64%California 780 3% Arkansas 166 1% Arizona 836 3%Alabama 27 0% © 2023 Mapbox © OpenStreetMap Origin Year All 0%64% Percentage AvonLIVE! FILTERS Colorado Texas Florida 2022 2023 2022 2023 2022 2023 2022 0% 50% 64%64% 7%7%3%4% States of Origin Year All Local In-State Day In-State Overnight Out-of-State International 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 60% 52%54% 2%1% 11%10% 35%33% 0%1% Market Segment AvonLIVE! FILTERS Avon Edwards Vail Eagle Vail Gypsum Eagle Minturn Redcliff Other 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2023 2022 2023 0% 10% 20%20%19% 13% 9% 5% 7% 4% 7% 1%2%3% 5% 1%1%1% 3% 1% In which community do you live? Year All East Core (valley floor east of Avon Road – Chapel Square) Hurd Lane/Eaglebend Mountain Star Northside – Metcalf and Nottingham Roads Nottingham Park/Lake Area Other (please specify) Town Core Area (between Avon Road an Avon Rec Center) Village at Avon, Piedmont, Buffalo Ridge West Avon (valley floor west of Avon Elementary – Sunridge/Aspens/Liftview) Wildridge 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 5% 10% 15% 3%3%4% 1%1% 3% 6% 3% 10%9% 5% 3%4%5%4%3%4% 6% 11% 15% In which part of Avon do you live? AvonLIVE! FILTERS Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 22% 27% 32%33% 16%18% 2%2%5%4% 22% 16% Family Status Year All Own Rent 2022 2023 2022 2023 0% 50% 100% 77% 86% 23% 14% Own vs. Rent Primary Residence AvonLIVE! FILTERS Some High School High School Some College Associates Degree (2 year) Bachelor's Degree (4 Year) Post Graduate Degree 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 60% 0% 7%4%8%8%7%9% 47%49% 31%30% Education Level Year All Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+ 2022 2023 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 0%0%1% 8% 5% 11% 7% 19% 14% 34%34% 18% 24% 8% 16% Income Categories AvonLIVE! FILTERS Female Male 2022 2023 2022 2023 0% 20% 40% 60% 45% 48% 55% 52% Gender Year All 18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 1%0% 3% 1% 17% 7% 18% 20%20% 22%23% 29% 19% 20% Age Categories 2022 2023 0.0 10.0 20.0 30.0 40.0 50.0 49.447.1 Average Age AvonLIVE! FILTERS Outdoor Enthusiast (camping, hunting, fishing) Traveler Wine & Foodie Sports Enthusiast (hiking, biking, skiing) Health & Fitness Home Enthusiast (gardening, pet owner, avid reader) Tech Enthusiast Investment & Money Hobbies & Interests (collector, crafts, home shop) Craft Beer Enthusiast Arts Enthusiast (music, dance, Theatre) Live Music Enthusiast Other 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 47% 54% 40% 34% 28% 33% 43% 47% 29% 26% 16% 11% 4%3% 11% 16% 11% 17%18% 20%21% 18% 45% 34% 4%4% Lifestyle Categories Year All AvonLIVE! FILTERS AvonLIVE! Salute to the USA Summer's End Paddle Battles Lakeside Cinema SunsetLIVE! Avon Arts Celebration Vail Valley Brew'Au XTERRA Festival Man of the Cliff Pride in the Park Community Picnic Sunset SUP Race Egg Hunt Town Clean Up + Sustainability Fair Dancing in the Park None of these 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 46% 24% 3% 7% 17% 36% 20% 7%7%8% 14%12% 3%3% 7%5% 22% Which other events IN AVON have you attended in the past? Year All AvonLIVE! FILTERS Yes No 2023 2023 0% 50% 100%95% 5% Overall, do you think Avon has enough events? Year All Yes No 2023 2023 0% 50% 100% 92% 8% Does Avon offer an adequate variety of events? 2023 Anything. Bands are great! Bigger bands:) and kids activities at events Can’t think of any Christian events Concerts Dance lessons etc Enjoy what you have when we r in town. Famous people Festivals, Food events A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. A. What other types of events would you like to see? SUMMER'S END SURVEY RESULTS Prepared for: Town of Avon Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com ATTACHMENT J OBJECTIVES The Town of Avon invested in a third party research company, Intercept Insight, LLC, to conduct intercept surveys during Summer's End to help quan fy decisions and increase performance related to the event. With this insight, the Town is able to evaluate economic contribu ons of the event, develop objec ves to increase the overall performance, market effec vely, and provide sponsors with valuable data regarding the event. The Town of Avon iden fied several objec ves for this study. Objec ves: v A*endee details (e.g. reason for visi ng Avon, prior a*endance, loyalty) v Intent to return to the event v Quan fy recommenda ons v Evaluate event performance v Es mate spending habits v Es mate revenue genera on v Understand media effec veness/awareness v Obtain demographical and geographical data v Determine accommoda ons, nights stayed, town stayed in, etc. v Town of residence/Neighborhood SUMMER'S END METHODOLOGY The Town of Avon and Intercept Insight designed a core set of ques ons intended to meet the objec ves of the study, including some event specific ques ons. Once the survey was approved the ques ons were programmed into a survey design tool and then uploaded to tablets. The surveys were then conducted in-person using the tablets to collect the data. In-person intercepts were conducted during Summer's End. Surveyors were hired and trained to conduct the intercepts in a way so that a random representa ve sample of the popula on was being collected. Those surveyed must have been 18 years of age or older. A sample plan was designed, and a quota was met to ensure sta s cal validity. Once the quota were met, the data was downloaded using a sta s cal so5ware and prepared for analysis and repor ng. SUMMER'S END HIGHLIGHTS v Total completed surveys – 62 | 62 In-person Intercepts | 0 QR Code Comple ons v Es mated a*endance – 629 v Sample size provides sta s cal validity with an error rate of 11.8% at a 95% confidence interval v Es mated revenue generated to the Town of Avon - $38K v Net Promoter Score – 82 v Overall Sa sfac on Score – 97 v 60% of the a*endees came to Avon, CO specifically for Summer's End v 40% of the a*endees had a*ended Summer's End in the past v "Word-of-Mouth" and "Newspaper" were selected most when asked, “How did you hear about, and/or where did you see adver sing for Summer's End" v 94% are “Very” or “Extremely Likely” to return in the future v 75% of the a*endees staying in paid lodging stayed in Avon, CO (***Cau on small sample size) v Average nights stayed (all accommoda ons) – 5.7 v Es mated number of room nights generated in Avon – 70 v Es mated average nightly rate in Avon - $290 v Average group size – 2.7 v Average age of respondents – 43.3 | Average age of children under 18 – 4.8 SUMMER'S END SUMMER'S END FILTERS 2022 2023 0 5. 1. 1. 2. 2. 3. . . . . . . . . . . . 619 1,100 $76,456 $37,779 Attendance and Revenue Generation Year All SUMMER'S END FILTERS 2022 2023 0% 20% 40% 60% 80% 100% 2%12%15% 25% 82%51% 84% 63% Net Promoter Score Year All Legend Promoters Net Promoter Score Passive Supporters Detractors Overall satisfaction Availability of food & beverages Quality of food & beverages Friendliness of staff Quality of the Entertainment 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0 20 40 60 80 100 97 88 95 86 9389 99 88 98 84 Attribute Satisfaction Ratings SUMMER'S END FILTERS Beer Better bands better event details Better music and food vendors byob Can’t believe the end event barred pets. Really cut down attendance!! earlier start Have it the day before so we can drive home on Monday. I live far away, so my friends are not friendly to be here on Labor Day weekend make them earlier in the day More advertising More food trucks more shade More shade. Music Need better entertainment not sure Time What can we do to increase your likelihood to recommend this event? Year All SUMMER'S END FILTERS Beer Better bands better event details Better music and food vendors byob Can’t believe the end event barred pets. Really cut down attendance!! earlier start Have it the day before so we can drive home on Monday. I live far away, so my friends are not friendly to be here on Labor Day weekend make them earlier in the day More advertising More food trucks more shade More shade. Music Need better entertainment not sure Time What can we do to increase your likelihood to recommend this event? Year All SUMMER'S END FILTERS Came for event Heard about it after arrival 2022 2023 2022 2023 0% 20% 40% 60% 80% 60% 72% 40% 28% Reason for Visiting Avon Year All Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 2022 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 3%2%3%5% 12% 52% 46% 42% 37% Intention to Return SUMMER'S END FILTERS First year 2 years 3 years 2022 2023 2022 2023 2023 0% 20% 40% 60%60%62% 13% 38% 27% Prior Attendance Year All Self Spouse or significant other Family (including children)Family (not including children)Friends and Family Friends Only Group 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40% 50% 18%16% 45% 38% 8% 22% 5%3% 6% 4% 16%16% 2%1% With Whom Attended Lakeside Cinema - Friday Paddle Battles - Saturday SunsetLIVE! - Saturday None of these 2022 2023 2022 2023 2022 2023 2022 2023 0% 50% 100% 5% 13% 5%8% 16% 34% 77% 54% What other activities or events do you plan to attend during Summer's End? (please select all that apply) SUMMER'S END FILTERS Yes No 2022 2023 2022 2023 0% 20% 40% 60% 80% 60% 82% 40% 18% Are you with children < 18? Year All 1 Child 2 Children 4 Children 2022 2022 2023 2022 0% 50% 100% 29% 100% 64% 7% Number of Children < 18 2022 2023 0.0 2.0 4.0 6.0 8.0 4.8 7.4 Average Age of Children 2022 2023 0 2 4 6 8 10 2.72.7 Average Goup Size SUMMER'S END FILTERS Email Radio Newspaper Friends/Family Town of Avon Website Discover Avon Website Google Search Other Website Facebook Instagram Poster Concierge Other 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40% 50% 2% 7% 2% 8% 24% 36% 27%28% 15% 8%8%7%5%7% 2%1% 5% 8% 3%4%5% 14% 3% 10% 8% Media/Awareness Year All Close by Flyer heard it Just knew On Avon.org email notifications Reader board over road showed up Trip advisor Walked in wandered over Watched it Media/Awareness "Other" Comments SUMMER'S END FILTERS Vail Daily (Print) vaildaily.com summitdaily.com Other None of these 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 73% 27% 0%0%0% Newspaper Advertising Year All SUMMER'S END FILTERS Primary Residence Paid Lodging Friends/Family 2nd Home Timeshare VRBO/AirBnB Other (Please specify) 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2023 0% 10% 20% 30% 40% 50% 60% 70% 80% 50% 70% 6%4%6%1% 11% 18%18% 4%3%3%5% Accommodations Year All Avon Beaver Creek Vail Arrowhead Edwards Frisco Minturn Other (please speci.. 2022 2023 2022 2023 2023 2022 2022 2023 2023 2022 2023 0% 20% 40% 60%63%67% 10%10%7%10% 13% 5%3% 10% 3% In what town are you staying? Click on the accommodation type to see in which town the respondent was staying SUMMER'S END FILTERS 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+ 2022 2023 2022 2023 2022 2023 2023 2022 2023 2022 0% 10% 20% 30% 40% 50% 4% 17% 29% 44%46% 22% 17% 4% 11% 6% Nights Stayed Categories (All Accommodations) Year All 2022 2023 0.0 2.0 4.0 6.0 5.7 1.0 Average Nights Stayed (Paid Lodging Guests in Avon) SUMMER'S END FILTERS Lodging Spend Dining Spend Retails Spend Activities Spend 2022 2023 2022 2023 2022 2023 2022 2023 $0 $500 $1,000 $1,500 $1,400 $0 $52$54 $9$35 $4$41 Average Household Spend in Avon by Category Year All 2022 2023 $0 $100 $200 $300 $400 $500 $290 $483 Average Nightly Rate Generated in Avon 2022 2023 0.0 20.0 40.0 60.0 80.0 70.0 11.0 Room Nights Generated in Avon SUMMER'S END FILTERS Wisconsin 1% 14 Washington 1% 10 Vermont 1% 10 Texas 5% 74 Pennsylvania 1% 24 Ohio 1% 14 New Jersey 1% 14 Nebraska 1% 24 Minnesota 1% 24 Kentucky 1% 24 Kansas 2% 30 Iowa 1% 10 Hawaii 1% 10 Florida 2% 39 District of Columbia 1% 10 Colorado 76% 1,326California 1% 24 Arizona 1% 14 Alabama 1% 10 © 2023 Mapbox © OpenStreetMap Origin Year All 1%76% Percentage SUMMER'S END FILTERS Colorado Texas Florida Arizona Kansas Minnesota New Jersey Ohio Alabama California District of Columbia Hawaii Iowa Kentucky Nebraska Pennsylvania Vermont Washington Wisconsin 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2022 2023 2022 2023 2023 2023 2023 2022 2023 2022 2023 2022 2023 2023 2023 2022 0% 50% 66% 84% 10% 1%2%3%1%5%2%1%1%1%2%2%1%2%2%2%2%1%2%1%2%1%2%2%1% States of Origin Year All Local In-State Overnight Out-of-State 2022 2023 2022 2023 2022 2023 0% 20% 40% 60% 80% 50% 70% 16%16% 34% 14% Market Segment SUMMER'S END FILTERS Avon Edwards Vail Eagle Vail Gypsum Eagle Minturn Redcliff Other (please specify) 2022 2023 2022 2023 2022 2023 2022 2023 2022 2022 2023 2022 2022 2022 0% 20% 40% 60% 66% 38% 19% 26% 6%10% 3% 10% 4%6%6%2%2%2% In which community do you live? Year All East Core (valley floor east of Avon Road – Chapel Square) Northside – Metcalf and Nottingham Roads Nottingham Park/Lake Area Other (please specify) Town Core Area (between Avon Road an Avon Rec Center) Village at Avon, Piedmont, Buffalo Ridge West Avon (valley floor west of Avon Elementary – Sunridge/Aspens/Liftview) Wildridge 2022 2022 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 5% 16% 38% 11%10%11%10%11%5%11%14%16% 24%21% In which part of Avon do you live? SUMMER'S END FILTERS Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children Prefer not to answer 2022 2023 2022 2023 2022 2023 2022 2023 2022 2022 2023 2022 2023 0% 20% 40% 21%23% 39% 26% 13% 18% 2%3%3% 21%23% 3%5% Family Status Year All Own Rent 2022 2023 2022 2023 0% 20% 40% 60% 80%77% 72% 23% 28% Own vs. Rent Primary Residence SUMMER'S END FILTERS High School Some College Associates Degree (2 year) Bachelor's Degree (4 Year) Post Graduate Degree 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 60% 3%6%8%7%7%9% 47% 60% 34% 19% Education Level Year All Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+ 2022 2022 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 2%2% 6%4% 8% 13% 8% 15% 42% 29% 17%17%19%17% Income Categories SUMMER'S END FILTERS Female Male 2022 2023 2022 2023 0% 20% 40% 60% 80% 49% 30% 51% 70% Gender Year All 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 2% 4% 15%14% 21% 26% 15%14% 17% 24% 29% 17% Age Categories 2022 2023 0.0 10.0 20.0 30.0 40.0 50.0 43.3 48.4 Average Age SUMMER'S END FILTERS Outdoor Enthusiast (camping, hunting, fishing) Traveler Wine & Foodie Sports Enthusiast (hiking, biking, skiing) Health & Fitness Home Enthusiast (gardening, pet owner, avid reader) Tech Enthusiast Investment & Money Hobbies & Interests (collector, crafts, home shop) Craft Beer Enthusiast Arts Enthusiast (music, dance, Theatre) Live Music Enthusiast Other 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 54% 44% 39% 37% 26%25%25% 42% 26%25% 18% 4%3% 7% 11% 14% 5% 13% 18% 15% 11% 14% 41% 38% 3% Lifestyle Categories Year All ATTACHMENT K: 2024 Events Calendar January February March Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 6 1 2 3 1 2 7 8 9 10 11 12 13 4 5 6 7 8 9 10 3 4 5 6 7 8 9 14 15 16 17 18 19 20 11 12 13 14 15 16 17 10 11 12 13 14 15 16 21 22 23 24 25 26 27 18 19 20 21 22 23 24 79 18 19 20 21 22 23 28 29 30 31 25 26 27 28 29 24 25 26 27 28 29 30 31 April M May June Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 6 1 2 3 4 1 7 8 9 10 11 12 13 5 6 7 8 9 10 11 2 3 4 5 6 7 8 14 15 16 17 18 19 20 12 13 14 15 16 17 18 9 10 11 12 13 14 15 21 22 23 24 25 26 27 19 20 21 22 23 24 25 16 17 18 19 20 21 22 28 29 30 26 27 28 29 30 31 23 24 25 26 27 28 29 30 July August S September Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 6 1 2 3 1 2 3 4 5 6 7 7 8 9 10 11 12 13 4 5 6 7 8 9 10 8 9 10 11 12 13 14 14 15 16 17 18 19 20 11 12 13 14 15 16 17 15 16 17 18 19 20 21 21 22 23 24 25 26 27 18 19 20 21 22 23 24 22 23 24 25 26 27 28 28 29 30 31 25 26 27 28 29 30 31 29 30 October November December Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 1 2 3 4 5 6 7 6 7 8 9 10 11 12 3 4 5 6 7 8 9 8 9 10 11 12 13 14 13 14 15 16 17 18 19 10 11 12 13 14 15 16 15 16 17 18 19 20 21 20 21 22 23 24 25 26 17 18 19 20 21 22 23 22 23 24 25 26 27 28 27 28 29 30 31 24 25 26 27 28 29 30 29 30 31 Event Type Legend Music Education Recreation Private Rental / APP Arts, Culture & Culinary MSM Activation Participatory & Athletic Field Maintenance 2+ colors for multiple Events/Venues Event: Dates, Names & Venue Details JANUARY January 14 | Fireworks A March March 30 | Egg Hunt UF. MAY May 22 | Town Clean Up & Sustainability Fair A May 26 | SunsetLIVE! T JUNE June 1 | Pride in the Park** P, UF June 12 | AvonLIVE!: Battle Bands P, UF June 15 | Super Dad 2K Run/Walk TR June 18 - 20 | Lacrosse* UF, LF June 21 | SunsetSUP! NL, NB June 2, 9, 16, 23, 30 | SunsetLIVE! T June 13, 20, 27 | OW Swim NB, NL June 17, 24 | Dunk-N-Dash NB, NL, TR June 19, 26 | AvonLIVE! P, UF JULY July 1, 8,15,22,29 | Dunk-N-Dash NB, NL, TR July 5, 12, 19, 26 | LS Cinema P, UF July 10, 17, 24, 31 | AvonLIVE! P, UF July 13 | Triple Bypass** UF, A July 26 | SunsetSUP! NL, NB July 29 OR 30 | Dancing in the Park** P July 3 | Salute to the USA P, A, UF, LF, T July 7, 14, 21, 28 | SunsetLIVE! T July 11, 18, 25 | OW Swim NL, NB July 19 - 21 | Xterra**UF, NL, P July 27-28 | Avon Arts Celebration**UF AUGUST August 1 | Dancing in the Park** P August 2, 9, 16, 23, 30 | LS Cinema P August 4, 11, 18, 25 | SunsetLIVE! T August 7, 14, 21, 28 | AvonLIVE! P, UF August 9 | OW Swim Clinic NL, NB August 1, 8 | OW Swim NL, NB August 3 OR 10 OR 17 | Vail Valley Brew-Au** P,UF August 5 | Dunk-N-Dash NB, NL August 10 | OW Swim Ch’ship NL, NB SEPTEMBER September 1 | Paddle Battles NB, NL September 2 | Summer’s End Concert UF, P September 1 | SunsetLIVE! T September 12 | Community Picnic UF OCTOBER October 5 – 6 | Vail Valley Soccer** UF Oct 19 | Pumpkin 2K Fun Run TR October 12 | Man of the Cliff** UF October 26 | Polar Plunge NL, T Venue Legend Main Street Mall | MSM Pavilion | P Terrace | T All-town | A Trails | TR Lower Rec Field | LF Upper Rec Field | UF Nottingham Lake | NL Nottingham Beach | NB 2024 Public/Private Rentals Calendar January February March Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 6 1 2 3 1 2 7 8 9 10 11 12 13 4 5 6 7 8 9 10 3 4 5 6 7 8 9 14 15 16 17 18 19 20 11 12 13 14 15 16 17 10 11 12 13 14 15 16 21 22 23 24 25 26 27 18 19 20 21 22 23 24 79 18 19 20 21 22 23 28 29 30 31 25 26 27 28 29 24 25 26 27 28 29 30 31 April M May June Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 6 1 2 3 4 1 7 8 9 10 11 12 13 5 6 7 8 9 10 11 2 3 4 5 6 7 8 14 15 16 17 18 19 20 12 13 14 15 16 17 18 9 10 11 12 13 14 15 21 22 23 24 25 26 27 19 20 21 22 23 24 25 16 17 18 19 20 21 22 28 29 30 26 27 28 29 30 31 23 24 25 26 27 28 29 30 July August S September Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 6 1 2 3 1 2 3 4 5 6 7 7 8 9 10 11 12 13 4 5 6 7 8 9 10 8 9 10 11 12 13 14 14 15 16 17 18 19 20 11 12 13 14 15 16 17 15 16 17 18 19 20 21 21 22 23 24 25 26 27 18 19 20 21 22 23 24 22 23 24 25 26 27 28 28 29 30 31 25 26 27 28 29 30 31 29 30 October November December Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 1 2 3 4 5 6 7 6 7 8 9 10 11 12 3 4 5 6 7 8 9 8 9 10 11 12 13 14 13 14 15 16 17 18 19 10 11 12 13 14 15 16 15 16 17 18 19 20 21 20 21 22 23 24 25 26 17 18 19 20 21 22 23 22 23 24 25 26 27 28 27 28 29 30 31 24 25 26 27 28 29 30 29 30 31 Event: Dates, Names & Venue Details APRIL April ________ | Vail Valley Soccer Spring Practices & Games LF MAY May _____ | Vail Valley Soccer Spring Practices & Games LF May 30 | BCMS Continuation Ceremony P, UF May 31 | EFEC P, UF JUNE June 10 | Private Event – Experience Agency June 22 | Car Show JULY July 20 | Colorado Disc Dogs LF August August ___ | Town of Avon Staff Picnic P, UF, T August ___ | Vail Valley Soccer Spring Practices & Games LF September September 1- 30 | Vail Valley Soccer Spring Practices & Games LF October October 1- 31 | Vail Valley Soccer Spring Practices & Games LF Venue Legend Main Street Mall | MSM Pavilion | P Terrace | T All-town | A Trails | TR Lower Rec Field | LF Upper Rec Field | UF Nottingham Lake | NL Nottingham Beach | NB Adopted 2024: PROPOSED $1,031,152.47 Adopted 2024: PROPOSED $129,771.00 Adopted 2024: PROPOSED $901,381.47 Adopted 2023: ADOPTED $898,002.69 Adopted 2023: ADOPTED $84,743.00 Adopted 2023: ADOPTED $813,259.69 Difference $133,149.78 Difference $45,028.00 Difference $88,121.78 11% net increase TOWN PRODUCED EVENTS TOTALS TOWN PRODUCED EVENTS TOTALS Variance Percentage of Change Winter Fireworks 88,900.00$ Winter Fireworks 72,663.00$ (16,237.00)$ 18% Decrease Egg Hunt 15,275.00$ Egg Hunt 16,192.00$ 917.00$ 6% Increase Town Clean Up & Sustainability Fair 1,700.00$ Town Clean Up & Sustainability Fair -$ (1,700.00)$ 100% Decrease Best of the West -$ Best of the West 7,500.00$ 7,500.00$ 100% Increase AvonLIVE! (11)221,509.92$ AvonLIVE! (11)282,070.66$ 60,560.74$ 27% Increase SunsetLIVE! (14)23,910.00$ SunsetLIVE! (14)35,342.50$ 11,432.50$ 48% Increase Salute to the USA 295,313.10$ Salute to the USA 379,563.75$ 84,250.65$ 29% Increase Lakeside Cinema (9)18,821.31$ Lakeside Cinema (9)28,399.50$ 9,578.19$ 51% Increase Paddle Battles 13,590.66$ Paddle Battlles 12,087.50$ (1,503.16)$ 11% Decrease Sunset SUP Race (2)3,639.00$ Sunset SUP Race (2)-$ (3,639.00)$ 100% Decrease Summer's End 20,167.35$ Summer's End 21,399.33$ 1,231.98$ 6% Increase Community Picnic 20,909.35$ Community Picnic 21,784.23$ 874.88$ 4% Increase Heart & Soul Festival -$ Heart & Soul Festival 7,500.00$ 7,500.00$ 100% Increase TOWN PRODUCED EVENTS TOTAL:$723,735.69 TOWN PRODUCED EVENTS TOTAL:$884,502.47 160,766.78$ 23.49% Overall Increase THIRD PARTY PRODUCED TOTALS THIRD PARTY PRODUCED TOTALS Variance Percentage of Change Ultimate Apres Avon 10,000.00$ Ultimate Apres Avon -$ (10,000.00)$ 100% Decrease Pride in the Park -$ Pride in the Park -$ Vail Valley Lacrosse -$ Vail Valley Lacrosse -$ -$ Vail Valley Brew-Au'32,000.00$ Vail Valley Brew-Au'22,000.00$ (10,000.00)$ 31% Decrease Xterra USA Championships -$ Xterra USA Championships -$ -$ Dancing in the Park 30,000.00$ Dancing in the Park 40,000.00$ 10,000.00$ 33% Increase Avon Art Celebration 3,000.00$ Avon Art Celebration 3,000.00$ -$ Vail Valley Soccer Cup -$ Vail Valley Soccer Cup -$ -$ Man of the Cliff 10,000.00$ Man of the Cliff 10,000.00$ -$ Contingency 50,000.00$ Contingency -$ (50,000.00)$ 100% Decrease TOTAL THIRD PARTY & CONTINGENCY:135,000.00$ TOTAL THIRD PARTY & CONTINGENCY:75,000.00$ (60,000.00)$ 44.44% Decrease ART INSTALLATIONS TOTALS ARTS & ACTIVITIES TOTALS Variance Percentage of Change Temp. Art Installations 39,267.00$ Temp. Art Installations 22,050.00$ (17,217.00)$ 44% Decrease Temp. and/or Permanent Art Installation -$ Temp. and/or Permanent Art Installation 49,600.00$ 49,600.00$ 100% Increase TOTAL ART INSTALLATIONS:39,267.00$ TOTAL ART INSTALLATIONS:71,650.00$ 32,383.00$ 82.4% Increase GRAND TOTAL:$898,002.69 GRAND TOTAL:$1,031,152.47 133,149.78$ 15% Overall Increase EVENT SPONSORSHIP TOTALS EVENT SPONSORSHIP TOTALS Variance Percentage of Change Salute to the USA 10,000.00$ Salute to the USA 10,000.00$ -$ AvonLIVE! Series -$ AvonLIVE! Series -$ -$ Best of the West -$ Best of the West -$ -$ Summer's End -$ Summer's End -$ -$ Heart & Soul -$ Heart & Soul -$ -$ Sub -Total:10,000.00$ Sub -Total:10,000.00$ -$ EVENT CONCESSIONS EVENT CONCESSIONS Variance Percentage of Change Gross AvonLIVE! 25,828.00$ Gross AvonLIVE! 43,131.00$ 17,303.00$ 67% Increase Gross Salute to the USA 28,000.00$ Gross Salute to the USA 51,000.00$ 23,000.00$ 82% Increase Summer's End 2,000.00$ Summer's End 2,000.00$ -$ Heart & Soul -$ Heart & Soul -$ -$ Sub -Total:55,828.00$ Sub -Total:96,131.00$ 40,303.00$ 72% Increase TURN-KEY PERMITS TURN-KEY PERMITS Variance Percentage of Change Other TBD 1,200.00$ Other TBD 1,500.00$ 300.00$ Sub-Total:1,200.00$ Sub-Total:1,500.00$ 300.00$ 25% Increase SPECIAL EVENT FEES SPECIAL EVENT FEES Variance Percentage of Change Vendor Fees: Salute 8,100.00$ Vendor Fees: Salute 9,350.00$ 1,250.00$ 15% Increase Vendor Fees: Avon Live 2,500.00$ Vendor Fees: Avon Live 4,000.00$ 1,500.00$ 60% Increase Vendor Fees: Summer's End 950.00$ Vendor Fees: Summer's End 500.00$ (450.00)$ 47% Decrease Vendor Fees: Heart & Soul -$ Vendor Fees: Heart & Soul -$ -$ Bridge Banner Fees -$ Bridge Banner Fees -$ -$ Sound Permits 100.00$ Sound Permits 150.00$ 50.00$ Paddle Battle Registration Fees 400.00$ Paddle Battle Registration Fees 400.00$ -$ 50% Increase SunsetSUP Registration Fees 250.00$ SunsetSUP Registration Fees -$ (250.00)$ 100% Decrease Sub -Total:12,300.00$ Sub -Total:14,400.00$ 2,100.00$ 17% Increase SPECIAL EVENT ADMISSION FEES SPECIAL EVENT ADMISSION FEES Variance Percentage of Change Ultimate Apres Avon 800.00$ Ultimate Apres Avon -$ (800.00)$ 100% Decrease Vail Valley Brew Fest 2,200.00$ Vail Valley Brew Fest 1,800.00$ (400.00)$ 18% Decrease Sub-Total:3,000.00$ Sub-Total:1,800.00$ (1,200.00)$ 40% Decrease MOBILE VENDORS MOBILE VENDORS Variance Percentage of Change Food Truck Program 175.00$ Food Truck Program 700.00$ 525.00$ Sub-Total:175.00$ Sub-Total:700.00$ 525.00$ 300% increase PAVILION RENTAL $2,000 PAVILION RENTAL $5,000 Variance Percentage of Change Sub-Total:$2,000 Sub-Total:$5,000 3,000.00$ 150% Increase FIELD RENTAL $240 FIELD RENTAL $240 Variance Percentage of Change Sub-Total:$240 Sub-Total:$240 -$ TOTAL PROJECTED REVENUE:84,743.00$ TOTAL PROJECTED REVENUE:129,771.00$ 45,028.00$ 53% Increase 2023 BUDGET EXPENSE: ADOPTED 2024 BUDGET EXPENSE: PROPOSED 2023 BUDGET REVENUE: ADOPTED 2024 BUDGET REVENUE: PROPOSED 2022 VS 2023 PROPOSED BUDGET COMPARISON ATTACHMENT L 2023 VS 2024 PROPOSED BUDGET COMPARISION SUMMARY: 9.1.2023 GROSS EXPENSE GROSS REVENUE NET ATTACHMENT M | CONTENTS INTRODUCTION 3 WHAT IS XTERRA 4 XTERRA SERIES 5 XTERRA WORLD CUP 6 XTERRA REGIONAL CHAMPIONSHIP 7 HOST REGION OPPORTUNITIES 8 HOST REGION BENEFITS 9 ECONOMIC IMPACT ESTIMATION 10 WORLD CHAMPIONSHIP TOURIST IMPACT 11 XTERRA INVESTMENT AND SUPPORT SERVICES 12 BROADCAST & MEDIA 13 BROADCAST AND MEDIA EXPOSURE 14 DIGITAL ACTIVITY 15 XTERRA APAC CHAMPS - CASE STUDY 19 WEBSITE STATS 20 SNAPSHOT 21 HOST REGION BENEFITS 22 HOST REGION REQUIREMENTS 23 HOST REGION SELECTION CRITERIA 25 BID APPLICATION DOCUMENTS 26 BID SUBMISSION 27 APPLICATION TIMELINE 28 CONTACTS 29 EMEA (Europe, the Middle East & Africa) 29 THE AMERICAS (North & South) 29 ASIA-PACIFIC 29 2CONFIDENTIAL & PROPRIETARY 3CONFIDENTIAL & PROPRIETARY | WHAT IS XTERRA 4CONFIDENTIAL & PROPRIETARY X is for the unknown. TERRA is for the earth. XTERRA is a brand born to discover territories unknown. Ever since we first took to the ocean waters and mountain trails of Maui island over two decades ago, XTERRA has never stopped exploring. Inspiring a lifestyle of off-road adventure, we continue to connect people and nature, conquering one natural terrain after the next while growing an inclusive community of trail enthusiasts bound by a thirst for the outdoors. Together, we seek to find a flow with nature - placing sustainability at the very core of what XTERRA stands for. Through our trail festivals we strive to include local communities, celebrate and preserve the natural environment, and leave nothing but footprints behind. Through our content we aim to spread a message of awareness and respect. And in the future we’ll provide apparel that our community can wear with pride, knowing each item has been created with environmental sustainability as the ultimate goal. We yearn to discover, yet we protect where we play, and we’ll never stop exploring what lies beyond the end of the trail. | XTERRA SERIES 5CONFIDENTIAL & PROPRIETARY The XTERRA World Tour is the premium off-road triathlon series designed to give elite and amateur racers the opportunity to take on the toughest terrains across Europe, the Middle-East, Africa, the Americas and the Asia Pacific regions. It spans 25 countries across the globe and 43 races which give athletes the opportunity to earn a spot on the starting line of the XTERRA World Championship. The XTERRA Trail Run World Series is an inclusive series that invites all trail enthusiasts to connect, explore, and discover new and existing trails the world over. Mixing community and adventure, the series is open to all runners, with over 30 races in 20+ countries across Europe, Americas, and Asia-Pacific regions offering qualification slots for the XTERRA Trail Run World Championship. The XTERRA World Cup is a brand new series for professional off-road triathletes that ramps up the stakes to draw XTERRA’s fastest and strongest elites into a 7-stop, 12-race circuit that will produce some of the fiercest competition in off-road triathlon. The series will only be open to elites, offering a $340,000 prize purse and the chance to become the first-ever XTERRA World Cup Champion. Short Track is the most intense, thrilling, fan-friendly race format of the XTERRA series. Designed to deliver pure action for racers and spectators, Short Track brings all the thrills and spills of the XTERRA triathlon directly into one fast-paced, full-gas, elite-only sprint directly in front of a live crowd. Over in under 40 minutes, the win is decided by a fraction of a second. | XTERRA WORLD CUP 6CONFIDENTIAL & PROPRIETARY The XTERRA World Cup made its debut in 2023 as a new elite series that significantly heightened the stakes. By drawing XTERRA's fastest and strongest elite athletes into a global circuit spanning three regions, the competition has emerged as the fiercest in any global off-road triathlon elite series. Differing from the XTERRA World Tour, which is open to all age group athletes and currently spans 51 races across 24 countries while offering qualifying slots for the XTERRA World Championship, the World Cup is an elite-only, points-based competition. All the action and prize money are condensed into a single series encompassing several Full Distance and Short Track races across the Americas, Europe, the Middle East and Africa, as well as the Asia-Pacific region. Similar to the UCI Mountain Bike World Cup, each stop has its winner, but the ultimate victory goes to the male and female athletes who finish the series with the highest scores. Perhaps one of the most exciting aspects of the entire series is the livestream coverage of the eligible Full Distance and Short Track races, with a primary focus on the Short Track events. These livestreams include commentary from current and former pro athletes, industry professionals, and long-time XTERRA enthusiasts. All livestreamed races are available for free on xterraplanet.com, along with multiple distribution channels that provide Local Organizing Committees (LOCs) with the opportunity to showcase their events and regions to an international audience. | XTERRA REGIONAL CHAMPIONSHIP 7CONFIDENTIAL & PROPRIETARY An XTERRA Regional Championship stands as the premier event within each XTERRA region: EMEA, THE AMERICAS, and ASIA-PACIFIC. These championships unite athletes from countries around the world, creating a celebration of the human spirit, the power of nature, and the sense of community. Each Regional Championship provides both elite and age group athletes with the opportunity to compete against the finest in their respective regions, vying for the title of Regional Champion. These events hold a distinctive position within the XTERRA World Tour, elevating both the event and the region. With a guaranteed large participant field, Local Organizing Committees (LOCs) have a unique chance to make a positive impact on their local economies. The influx of participants and spectators can invigorate tourism and bolster local businesses, including hotels, restaurants, and shops, ultimately leading to increased opportunities for regional funding. It's noteworthy that an XTERRA Regional Championship is automatically included in the XTERRA World Cup lineup. 8CONFIDENTIAL & PROPRIETARY | HOST REGION BENEFITS 9CONFIDENTIAL & PROPRIETARY Off-Road Triathlon is a dynamic sport that takes place in the outdoors, contrasting with the confinement of an arena or stadium. This enables a host region to showcase a wider range of the locality, with a focus on the natural environment and landscape as the race venue itself. Host regions have a unique opportunity to host the XTERRA World Cup or Regional Championship on a multi-year basis. This long-term approach brings significant benefits, including a greater potential to attract sponsors, increased athlete and spectator participation, improved organizational structure, enhanced media profile, a more engaged community, and the opportunity to create local and national health initiatives. Triathlon is among the fastest-growing mass participation sports in the world, and with XTERRA's focus on the outdoors and nature, host regions can benefit from significant sports and adventure tourism activations. The XTERRA World Cup and Regional Championship can expect to reach an audience of millions of people worldwide through international distribution of live coverage, mainstream TV and print media distribution, as well as a comprehensive and extensive social media presence. Hosting an XTERRA World Cup or Regional Championship provides regions with a unique opportunity to showcase their location to a wide and diverse audience through some of the most prestigious cross-triathlon event of each region. An XTERRA World Cup or Regional Championship generates an economic boost for the region by attracting a substantial number of athletes, spectators, and officials from all over the world, both in the months leading up to the event and during the week of the championship. €5,400,000 FOOD ACCOMODATION TOURISM RENTALS | ECONOMIC IMPACT ESTIMATION 10CONFIDENTIAL & PROPRIETARY An estimate of the local expenditure during the event week reveals the direct income for the destination. *Excluding the value of prior scouting visits by staff and athletes, global awareness, future visits, and tourism. | TOURISM IMPACTS 97% Participants/Family/Friends From Outside Region 6 Average Number of Nights at Destination Car Rental No. 1 Transport While in Country €2,250 Average Total Spend Per Travel Party Individual on: Food & Beverage, Transport, Lodging, Shopping & Tourist Attractions 30% Participants/Family/Friends Who Visited Neighboring Countries/States During Their Trip 50% Chose to Stay in Hotels/Resorts 30% Rented a House 60% Participants With a Yearly Income Above €100,000 3 Average Number in Travel Party 4-Year College/ University Primary Education Level €1,700 Average Spent on Airfare 7 Average Number of Nights in Country 2 Average Number of Rooms Per Travel Party 11CONFIDENTIAL & PROPRIETARY | XTERRA’S INVESTMENT AND SUPPORT SERVICES XTERRA dedicates a considerable amount of resources to ensuring the success of both the World Cup and Regional Championships on an international scale. -XTERRA promotes the World Cup and Regional Championship as the very best Elite and Age Group competition for athletes in each XTERRA Region. -XTERRA employs staff who deliver international broadcast distribution and media services. -XTERRA sources and directs the livestream broadcasts. -XTERRA utilizes dedicated photographer and videographers. -XTERRA ensures worldwide social media coverage across all various digital channels and platforms. -XTERRA ensures the provision of a dedicated event page on XTERRAplanet.com. -XTERRA further promotes the event through internationally distributed content and written PR pieces that are hosted on the global website. -XTERRA provides essential technical and operational support, guidelines and advice. -XTERRA manages Elite, Age-Group and youth athletes results and rankings. -XTERRA provides event design guidelines, sponsorship framework and commercial advice. -XTERRA invests in media travel and accommodation assistance to bring international exposure to the venue. 12CONFIDENTIAL & PROPRIETARY 13CONFIDENTIAL & PROPRIETARY | BROADCAST AND MEDIA EXPOSURE Broadcast 8 14CONFIDENTIAL & PROPRIETARY XTERRA collaborates with several leading companies to provide specialized broadcast services available for World Cup and Regional Championships. The in-house XTERRA team and trusted partners coordinate the broadcast production. Local equipment and crew are sourced and supplied by broadcast partners, who also provide 5-8 key personnel to oversee all aspects of the broadcast. Costs and quotes are transparently shared with LOCs (Local Organizing Committees), offering custom setups and opportunities through LOC partners. Broadcast graphics are provided by XTERRA and its broadcast partners. XTERRA supplies resources related to race timing to facilitate integration between XTERRA and local race timing systems. Video news feeds and footage can be made available upon request prior to the race. Immediately after the XTERRA World Championship, an 8-10 minute video news feed is distributed to news agencies and made accessible to international broadcasters. | GLOBAL DIGITAL ACTIVITY 156,466+ FACEBOOK FOLLOWERS 54,881+ INSTAGRAM FOLLOWERS 19,200+ TWITTER FOLLOWERS 12,694+ YOUTUBE SUBSCRIBERS SOCIAL MEDIA2022 NUMBERS 85,580,000 SOCIAL MEDIA IMPRESSIONS 66,830,000 SOCIAL MEDIA REACH 260,360 MEDIA SUBSCRIPTIONS 59,351 EMAIL SUBSCRIBERS 15CONFIDENTIAL & PROPRIETARY | GLOBAL DIGITAL ACTIVITY 16CONFIDENTIAL & PROPRIETARY XTERRA’s digital activity strategically uses an organic and paid, Global vs Regional approach to showcasing our values and race activities across livestreams, social media, stories, and email marketing. By leveraging these channels, we effectively engage with our audience on a local and global scale, creating a dynamic and impactful online presence. IN THE LAST CALENDAR YEAR LIVESTREAM VIEWS: 77,700+ TOTAL REACH (SOCIALS): 86,218,785+ WEBSITE PAGEVIEWS: 2,258,178+ UNIQUE WEBSITE VISITORS: 649,668+ EMAIL OPENS: 2,336,629+ | EVENT DIGITAL ACTIVITY 2023 WORLD CUP/REGIONAL CHAMPS VIDEO VIEWS INSTAGRAM: 961,993 FACEBOOK: 35,736 YOUTUBE: 4,957 LIVESTREAM: 31,634 TOTAL: 1,034,320 2023 WORLD CUP/REGIONAL CHAMPS SOCIAL STATS TOTAL REACH: 1,524,163 TOTAL IMPRESSIONS: 2,390,902 TOTAL ENGAGEMENTS: 64,462 TOTAL SHARES: 212 TOTAL LINK CLICKS: 18,619 4 EMAILS SENT TO AVG AUDIENCE OF 60K 150,000+ EMAIL OPENS 6 STORIES PUBLISHED TO WEBSITE 4 PR SENT TO 298 GLOBAL PUBLICATIONS 17 | EVENT DIGITAL ACTIVITY - CONTENT AND PR 18CONFIDENTIAL & PROPRIETARY | EVENT WEBSITE STATS WORLD CUP EVENT AND RACE PAGES AVERAGE DURING RACE MONTH (25 SEP - 1 OCT 2022): HOMEPAGE VIEWS: 187,614 WORLD CUP OVERVIEW PAGE: 1,159 WORLD CUP EVENT PAGE:14,975 WATCH LIVE BROADCAST PAGE: 3,529 19CONFIDENTIAL & PROPRIETARY Click to See the Highlights SNAPSHOT 20CONFIDENTIAL & PROPRIETARY | HOST REGION BENEFITS Unused rights will return to XTERRA to ensure worldwide coverage for all events, partners, and stakeholders. XTERRA and its distribution partners will retain the international TV distribution rights for the event. The host region will retain revenues received from public and corporate funding, entry fees via the appointed XTERRA entry system, hotel commissions, catering, and sales of national TV distribution and sponsorship rights agreed upon with XTERRA. 21CONFIDENTIAL & PROPRIETARY The host region acquires all sponsorship rights for the event, excluding the current Global or Regional Partners of XTERRA. XTERRA grants the exclusive right to solicit a naming (title) partner for the event, subject to approval. The host region retains the domestic broadcast distribution rights and also has the right to distribute the live broadcasts for all other XTERRA events within its national territory. | HOST REGION REQUIREMENTS 22CONFIDENTIAL & PROPRIETARY The license fee for an XTERRA World Cup or Regional Championship is €50,000, which covers XTERRA Global’s Technical and Marketing Support. The estimated minimum operating costs for an XTERRA World Cup or Regional Championship is €250,000, which includes estimated costs listed below. The host region must cover the Elite prize purse, ranging from €15,000 - €30,000. The host region will allocate an average of €50,000 for live TV production during Elite races. The host region must have support from the National Triathlon Federation. The XTERRA World Cup and/or Regional Championship must include the following races: ●XTERRA Full Distance ●*XTERRA Elite Short Track ●XTERRA Sprint Distance ●XTERRA Kids Events *Eligibility to be determined by XTERRA Technical Team The host region will provide accommodation for up to 10 XTERRA staff members for a duration of up to 7 days during the XTERRA World Cup and/or Regional Championship. The host region will arrange transportation and accommodation for select Elite athletes to and from the closest international airport. The host region will arrange transportation and accommodation for technical officials provided by the host region's National Federation. The host region/LOC will be responsible for recruiting and managing all necessary volunteers for the event. Flower and Champagne Award Ceremonies are required after each competition for all Elite categories. | HOST REGION REQUIREMENTS 23CONFIDENTIAL & PROPRIETARY All payments to XTERRA should be done free of tax. The host region must adhere to all requirements as stated in the following documents: ●LOC Requirements for the XTERRA World Cup and/or Regional Championship ●Event Design and Branding Guidelines [Within the Event Organiser Portal] ●National Federation Competition Rules | SELECTION CRITERIA 19 24CONFIDENTIAL & PROPRIETARY Upon receipt of the letter of intent, XTERRA will send the contract to each bidder. The signed contract should be countersigned by each LOC/NF and sent to XTERRA along with the bid documentation. XTERRA will evaluate each bid based on a set of criteria and expects to receive all the required information in the bid package. The following criteria are weighed equally: ●Previous host of an XTERRA World Cup or Regional Championship Event. ●Letter of endorsement from the Host National Federation, including the required certified Technical Officials. ●Letter of support from the Host Region Council/Mayor and/or Government, accompanied by a signed guarantee of support. ●Written financial guarantee for the organization of the event. ●Event dates with some flexibility, including specific day and start time requests. ●A proposed design for the event village, located in a primary location. ●Proposed race courses in line with XTERRA's Race Organizers' guidelines. ●Plans to expand the scale of the event and incorporate additional festival activities to attract spectators. ●Information regarding hotels, including their locations and room rates. ●Proximity to an international airport capable of handling the bikes and equipment of each athlete. ●Number of World Triathlon certified Technical Officials from the National Federation. ●Proposal for a US$10 million event liability insurance. ●Draft budget proposal. | BID APPLICATION DOCUMENTS 25CONFIDENTIAL & PROPRIETARY ●The documents should be prepared in a simple format and at a modest cost. ●All documents must be submitted to XTERRA in English. ●Bids are evaluated based on substance and content. ●Maps and diagrams should be accurate and of good quality. ●Digital photos should be included. ●The bid documents and supporting materials may be submitted electronically to your regional contact. Bid Submission / Application Timeline and Schedule 26CONFIDENTIAL & PROPRIETARY Opening Bid Process Formal request via email submission with full disclosure on intent to bid and application due 12 Months in advance Submission of Requirements Due 1 month after intent is made and application submitted | APPLICATION TIMELINE 1 2 3 27CONFIDENTIAL & PROPRIETARY Selection and Announcement of Host Country/Venue There’s a 1-month review period during which all requirements listed within the bid document will be reviewed Selection will be made 10 months out before prospective date Announcement of Host Venue will be made 10 months in advance Please feel free to ask for any further information. Kostas Koumargialis XTERRA EMEA (Europe, the Middle East & Africa) kostas.koumargialis@xterraplanet.com Steve Andrus XTERRA AMERICAS (North & South) steve.andrus@xterraplanet.com Landry Benoit XTERRA Asia-Pacific landry.benoit@xterraplanet.com | CONTACT US 28CONFIDENTIAL & PROPRIETARY 29 2023 Special Events Recap October 12, 2023 ATTACHMENT N 1.Increased attendance 48.8% 2.46,077 at Town produced event attendance | 35.5% 3.30,000 from third-party produced events | 42% 4.Increased Revenue 39.7% 5.New Fireworks in Avon over MLK weekend 6.Reimagined and rebranded Town Clean Up & Sustainability Fair 7.Added Battle of the Bands event to the AvonLIVE! series 8.Salute the USA fireworks were back! 9.Triple Bypass returned to finish in Avon 10.Sustainability - Diversion Rate 85.10% 11.Art Around Avon Temporary Installations on exhibition through May 2025 Over 76,077 guests attended Avon events this summer! 2023 ADOPTED BUDGET1 Art, Culture & Special Event Expense: $859,035 Gross Revenue Projections: $84,743 NET Expense: $774,292 Total Days Activated: 85 Total Staff Interactions: 188 •One Full Time CASE Manager | One Full Time Special Event Coordinator •Event Support from Recreation Staff for Lakeside Cinema and SunsetLIVE! •24 volunteers = 525 Volunteer Hours 1 Does not include personnel costs, general operations, travel, meals, memberships, computers, etc. Town Produced Events/Series: 11 Town Produced Event Days: 43 Town Operated Concession Days: 14 Third Party Funded Producers: 10 Third Party Funded Produced Event Days: 16 Non-Funded Special Event Permits: 10 Non-Funded Special Event Days: 111 Includes 100 days of soccer practice/games Private Pavilion Rentals: 13 Private Rental Days: 18 2023 EVENT MARKETING PERFORMANCE . Social Media New Followers 880 Increased 33.75% Organic Reach 226,347 Increased 45.97% Paid Reach 138,819 Increased 70.31% Paid Impressions 409,357 Increased 43.15% Vaildaily.com / Summitdaily.com Impressions 738,702 Increased 124% Clicks 893 Increased 12% Avg. CTR 12% Facebook DID + Programmatic Impressions 330,614 Decreased 10% 497 Clicks Avg. CTR 17% 14% Average CTR for Full Campaign! •Saturday, January 14th | 5:30 to 7:30 p.m. •Budgeted Expense: $88,900 | Savings of approximately $20,453 •Approximate Attendance: 1,500Fireworks in Avon New! | Exciting Winter Activation Kids Activities | Family Fun! Egg Hunt •Saturday, April 8th | 10:00 a.m. to 12:00 p.m. •Budgeted Expense: $15,275 •Approximate Attendance: 1,500 •12,000 Eggs Stuffed •Diversion Rate: 84.89% Engaging the Community to Keep Avon Beautiful! Town Clean Up & Sustainability Fair •Thursday, May 24th | 4:30 to 7:30 p.m. •Budgeted Expense: $1,700 •Approximate Attendance: 148 •E-Waste Collected: 5,931 lbs. SunsetLIVE!•Sundays May 28th to September 3rd (14) | 6:00 to 8:30 p.m. •Budgeted Expense: $23,910 •Approximate Series Attendance: 3,874 •No Cancelations! Fantastic Sunsets | Community Fabric! Signature | Placemaking! AvonLIVE! •Wednesdays June 14th to August 30th (11) | 5:30 to 9:00 p.m. •Budgeted Expense: $221,509 •Budget Revenue: $31,028 | $28,528 in concession | $2,500 in vendor fees •Est. Actual Revenue: $49,274 | $45,274 in concession | $4,000 in vendor fees •Approximate Series Attendance: 15,142 •No Cancelations! •Diversion Rate: 93.19% •Fridays July 7th through September 1st (9) •Budgeted Expense: $18,821 •Approximate Series Attendance: 887 •One Weather Cancellation Relaxing | Energy! Lakeside Cinema SunsetSUP!•Friday, June 30th & July 28th (2) | 6:00 to 8:00 p.m. •Budgeted Expense: $3,639 •Approximate Series Participation: 23 Community Fabric | Family Fun! •Monday, July 3rd | 5:00 to 10:00 p.m. •Budgeted Expense: $295,313 •Budget Revenue: $46,100 | $10,000 sponsorship | $28,000 concessions | $8,100 vendor fees •Est. Actual Revenue: $60,750 | $51,400 in concession | $9,350 in vendor fees •Approximate Attendance: 22,000 to 24,000 •Diversion Rate: 80.92% Salute to the USA Signature | Celebrating! •Labor Day Weekend: September 1st – September 4th •Lakeside Cinema, Paddle Battles, Cardboard Regatta, Extended SunsetLIVE!, Summer’s End Concert •Budgeted Expense: $33,757 | $13,590 (Paddle Battles) plus $20,167 (Concert) •Budgeted Revenue: $2,950 | $2,000 in concessions | $950 in vendor fees •Est. Actual Revenue: $ 1,302 in concessions | $300 in vendor fees •Diversion Rate: 92.28% Summer’s End Labor Day Weekend | Welcoming! •Ten (10) Producers | Sixteen (16) Event Days •Budgeted Expense: $135,000 | $85,000 to Producers; $50,000 in Contingency1 •Budgeted Revenue: $3,000 | $800 Ultimate Après Avon | $2,200 Vail Valley Brew Au’ •Est. Actual Revenue: $1,851 | $591 Ultimate Après Avon | $1,260 Vail Valley Brew Au’ 3rd Party Funded Producers 1.Radiate Live Events | Ultimate Après Avon (1-day) 2.Mountain Pride | Pride in the Park (1-day) 3.Vail Lacrosse | Vail Valley Lacrosse Tour. (3-days) 4.Team Evergreen | Triple Bypass (1-day) 5.CCM Events | Avon Arts Celebration (2-days) 6.Vail Valley Foundation | Dancing in the Park (1-day) 7.Happy Hour Ent. | Vail Valley Brew’ Au (1-day) 8.XTERRA Global | USA Championships (2-days) 9.Vail Valley Soccer | Vail Valley Soccer Tourn. (2-days) 10.10th Mountain Mgmt.| Man of the Cliff (1-day) •10 events, 10 event days •Expense: $ •Revenue: $ Art | Culinary | Sport | Culture! Non-Funded Special Event Permits (YTD) •Ten (10) Permits •One Hundred and Eight (111) Event Days Non-Funded Events & Private Rentals Over 60 inquiries this year! 1.Vail Valley Soccer Spring Practices & Games (30) 2.Mountain Youth Yoga (1-day) 3.SpeakUp ReachOut Event (1-day) 4.Colorado Disc Dogs Championship (1-day) 5.Eagle Valley Outdoor Movement: Diversify Whitewater (1-day) 6.Shaeffer Hyde Cornhole Tournament (1-day) 7.Mountain Youth Color Run (1-day) 8.Spark4 Company Team Building (1-day) 9.Vail Valley Soccer Fall Practices & Games (70) 10.Vail Valley Soccer Cup Tournament (3) 11.Special Olympics Polar Plunge (1-day) •10 events, 10 event days •Expense: $ •Revenue: $ Gathering | Celebrating | Popular Place! 1.Berry Creek Middle School Continuation Ceremony (1-day) 2.Education Foundation of Eagle County Teacher Appreciation Night (1-day) 3.Graduation Party (1-day) 4.Sekinger Wedding (1-day) 5.Breck & Edwards Building Center Party (1-day) 6.High Five Media Camp (4-days) 7.National Children’s Chorus: A Youth Opera (3-days) 8.Town of Avon Employee Picnic (1-day) 9.Retirement Party (1-day) 10.Park Hyatt Beaver Creek Leadership Event (1-day) 11.Wedding Ceremony & Reception (1-day) 12.Peruvian Private Party (1-day) 13.Wedding Ceremony (1-day) Private Pavilion Rentals (YTD) •Thirteen (13) Rentals •Eighteen (18) Event Days Art In Avon •Temporary Installations: 22 Art Around Avon Sculptures •73-point Art In Avon digital and printed walking tour map •Budgeted Expense: $39,267 Art | Culture | Surprise & Delight! Thank you! ddempsey@avon.org