Since its creation in 1981, the Vail Valley Foundation has had the privilege of providing the world a

glimpse of the Vail Valley through its collection of world-class athletic, arts and entertainment events

and programs.

The Vail Valley Foundation is dedicated to enhancing and sustaining the spirit of the Vail

Valley from an educational, cultural, athletic and community-based perspective. In essence,

enriching the mind, body and soul of the Vail Valley Community, our myriad international guests

who visit us and the many global corporations and brands who yield a tangible return on investment

through intelligent and strategic support of select Foundation initiatives.

By supporting what both local and state-wide private business and public office cannot, the

Foundation cultivates the vital spirit that is the Vail Valley touching all walks of life around the globe.

Athletics, Education & The Arts

Vail Valley Foundation Recap presentation to CSE for 2011 Vail International Dance Festival and 2011 Hot Summer Nights

Athletics, Education & The Arts

Vail International Dance Festival Summary• Vail, Colorado July 26 to August 14, 2011• On-site Audience Reach/Attendees from 2011: 17,590 • Fifth season with Damian Woetzel as Artistic Director• Diverse programming provides something for everyone: classical, contemporary, ballroom, street dancing, etc.

Vail Intl. Dance Festival Demographics from 2011 Festival Intercept Survey Results (sample size: 180):• 56% female, average age was 52 • 85% reported annual HHI $100K • 49% of the attendees were locals and 43% were overnight guests.•64% of the attendees were from CO, 21% out of state, 1% int’l. •79% of the attendees staying in paid lodging stayed in Vail, CO.•Average nights stayed was 5, producing 1,544 room nights over the course of the Festival at an average nightly rate of $196. •77% of the respondents came to Vail, CO specifically for VIDF• Overall satisfaction = 4.8 (using a scale of 1-5, 5 being ex. satisfied)• 63% of the respondents were returning guests to the VIDF• 78% rated “Very” or “Extremely Likely” to return in 2012• 86% of respondents owned a home

Economic Impact•VIDF overnight visitors staying in paid lodging spent (est.) $241,387 in dining, $110,348 in retail and $81,610 in activities. •VIDF overnight visitors that stayed somewhere other than in paid lodging spent (est.) $327,265 on dining, $99,376 on retail and $53,914 on activities.•VIDF day visitors and locals spent (est.) $54,281 on dining and $1,179 on retail. •Estimated economic impact on TOV $1.3M (+/- 20%)

“At the Gerald R. Ford Amphitheater… Visible behind the stage is a small rock garden and the steep pine-clad slopes of the Rockies.”- The New York Times 

Eat! Magazine 2 times   Full PageV Magazine 2 times   Full PageTaste of Vail 1 time   Full PageSenior Section 10 times   Full PageBeaver Creek Magazine 1 time   Full PageBravo! VVMF program book 1 time   Double truckVPAC program book 1 time   Full PageBoulder Weekly 1 time   Full PageVail Valley Magazine 1 time   Full PageWestword 1 time   Full PageColorado Expressions Magazine 1 time   brochure insertion

2011 Marketing and Media Initiatives

Denver Post 6 times   3 Column 5.50 x 9 +online

Vail Daily Daily   Full, 1/2, remnant +online

Vail Daily 2 times   brochure insertion

Local and Regional Print

Colorado Public Radio individual shows   underwriting

KZYR 97.7fm Daily   :30, :60, liners, features

KZYR 97.7fm 3 times   remote broadcast

Local and Regional Radio

VIDF PatronMail Database Monthly/Weekly   newsletter

Vail Valley Partnership July   copy

Vail Resorts/Summer Vail July   copy

TV8 rotation   :30 spot, Interveiws

Comcast Denver Interconnect July-August   :30 spot

New Media

Local and Regional TV

Email BlastsFacebookTwitterBlogYouTube/HuluFlickr

Brochure     50,000 pieces March

Buckslips     5,000 pieces Dec-Aug

Program Book     12,000 pieces June

Posters     600 pieces June

Collateral Materials

Sense Of Community •The VIDF has become an iconic brand within the Valley as well as across the nation, garnering consistent press coverage from national media outlets. There is a sense of pride in our community with the Festival being considered one of the finest in America; on par with any number of large cosmopolitan cities around the world. •Special general admission and student pricing keeps the Festival within the means of all residents. Dance for $20.11 ($20 for seats and $11 for lawn) is intended to create new audiences for dance and each year, this evening sells out across the board. This year students 12 and under received FREE general admission to all performances at the GRFA.•Celebrate the Beat, an educational outreach program for Vail Valley youths, brings the Festival off-stage and into the schools. CTB served 700 students ages 9-13 with its Eagle County in-school workshop (held winter 10-11) and the August 2011 session. CTB students opened the International Evenings of Dance on August 5 with artist-in-residence Charles “Lil Buck” Riley. •8 FREE Events: 3 Village Vignettes, 3 Dancing in the Streets, at Solaris Plaza, Hot Summer Nights of Dance, at the GRFA, and a Milonga in the gala tent, at the Betty Ford Alpine Gardens continue to be held during the three-week Festival. All are welcome and visitors and locals alike are engaged in the Festival atmosphere. Estimated participation is nearly 1,000 people!•Toy drive in conjunction with the Salvation Army on July 26, at the Hot Summer Nights of Dance Performance and August 9, at Dance for $20.11, to support their holiday cabin.•August 6 International Evenings of Dance (II) performance dedicated to First Lady Mrs. Betty Ford. • 91 Volunteers donated 2,059 hours of time to the festival in the areas of transportation, wardrobe, ushers and street team and ambassadors.

Festival Highlights •Unwavering commitment to exceptional programming attracts the most renowned companies, dancers and choreographers in the world to the stages of the Vail Valley.•The 2011 VIDF had the opportunity to host the launch of New York City Ballet’s touring company – MOVES.•Donation from the Keith Haring Foundation of an image to use on Festival merchandise and posters. • Ticket revenue was up more than 16%, with attendance at Amphitheater shows alone at 13,550. •The Festival closed with a new VIDF signature performance, Dance TV. Playing off the popularity of the successful reality TV performances.•Robust online and social presence with creation of @VailDance twitter handle, new Groupon and Facebook campaigns with post views up 152% over 2010. 14,500 YouTube video views. •Unprecedented editorial/PR coverage from international publications like Departures, Point, London Evening Standard, Wind Blue Yonder, Vanity Fair and 6 placements in The New York Times – alone generating 12.6 million audience impressions. •A successful balance of programming with live music, world premieres and the world’s most popular marquis names in dance allow dance aficionados and new enthusiasts alike to feel as though they get what they pay for. •Artist-in-residence, Charles “Lil Buck” Riley and New Styles Krew brought their Memphis Jookin’ style of dance to the Festival.

Plans For Improvement & 2012•Audience feedback indicated that parking and transportation to the performances at the Amphitheater were problematic.•Seek opportunities to work collaboratively with other arts related non-profit entities: Bravo, Art In Public Places, Vail Symposium and Vail Jazz Festival•Bring VIDF Fringe Events back to Lionshead Village!•SSDI may re-brand itself to VVDI, expanding their program from 3 weeks to 2 weeks.•Utilize VIDF Gala Tent in Betty Ford Gardens for an event the night after (Saturday) the Gala.

2012 Vail International Dance Festival: July 24 – August 11

 

International Evening of Dance II

Saturday, August 6, 2011

Dedicated to First Lady Betty Ford

 

A special tribute:LETTER TO THE WORLD (excerpt)

Not knowing when the dawn will come, I open every door.- Emily Dickinson

Premiere: August 11, 1940 -- Bennington, VermontMusic: Hunter Johnson ~ Piano: Michael Tilley ~ Choreography: Martha Graham ~

Performer: Fang-Yi Sheu

Dedicated to First Lady Betty Ford 

Martha Graham’s notes:

“The title Letter to the World is from a poem by Emily Dickinson. The action is built on the legend rather than the facts of her life; and the scene is laid in the shadow world of her imagination. This solo, the opening dance of the ballet, evokes Dickinson’s eagerness to engage with life, and her curiosity and thoughtful observation of the world around her.  The Martha Graham Center is delighted to have Fang-yi Sheu perform this solo to honor our friend, supporter and alumna Betty Ford.”

 

• Mrs. Ford was a member of Martha Graham’s Auxiliary Performance Troupe• The Town of Vail and Vail Resorts, Inc. subsidized lawn seating so the community could gather and sit on the lawn for free to honor the

late Mrs. Ford • After the performance nearly 1,000 people participated in a candle light procession from GRFA to the Betty Ford Gardens for a post-

performance ceremony and dessert reception.• Post-performance ceremony included remarks by Ceil Folz and Father Brooks Keith and slide show of Mrs. Ford’s life• Susan Ford attended both the performance and the reception on behalf of the Ford family• Mrs. Ford was instrumental in the creation and development of the Vail International Dance Festival

Revenues Cash & Trades 1,627,502

 VAIL INTERNATIONAL DANCE FESTIVAL 2011 Operating Budget  

EXPENSES  

Facilities-Operations 8,000

Gifts/Merchandise 6,000

Labor 634,081

Lodging 65,000

Mail - Postage/Shipping 5,500

Marketing, Advertising & PR 163,760

Non-Social Food 9,500

Permits 500

Sales Commission & Expenses 8,500

Social - F&B, Entertainment (includes gala) 85,312

Sound, Production & Supplies 69,288

Talent/Speakers 400,000

Transportation/Auto Mileage 72,100

Trades 139,000

Total Expenses 1,666,541

Net Profit - Loss -39,041

The New York Times“On a perfect Sunday evening, after a perfect August day in the Rockies, hummingbirds hovered above the stream that runs beside the path to the Gerald R. Ford Amphitheater here... each (International Evenings of Dance) proved it was not just international caliber – worthy of performance in any of the leading dance capitals – but it also has an international significance, with new partnerships and debuts that would please the hearts of fans thousands of miles away.”

Sense of Community• Hot Summer Nights, sets our community apart from others. Free concert series like HSN have become a beloved part of the summer lifestyle in Vail. People have busy lives; work, personal interests, families, etc and it is hard to stay connected….HSN is a place to see and catch up with old friends. • Our community is diverse; diverse in age, interests and income levels, to name just a few. HSN serves an important and growing demographic group just as the Vail Intl Dance Festival serves equally well an older, more affluent demographic of our community.

Bud Light Hot Summer Nights has proven once again that it is THE social event of the summer, turning the Gerald R. Ford Amphitheater into the weekly gathering spot for guests and locals alike. Annually recognized as the premiere free concert series in the valley, Hot Summer Nights is a tremendous free benefit for the community and tourists, and something everyone looks forward to summer after summer in Vail.

Dates for 2012: June: 12, 19 & 26

July: 3, 10,17 & 24

August: 14 & 21

Hot Summer Nights Summary• 9 performances June 14 to August 30, 2011 at the Gerald R. Ford Amphitheater in Vail. • 3,500 to 4,800 people on average attend each show; mostly dependant on the weather.• THE young social scene for the valley each summer.• A big name artist is always important, but for many, if not the majority, it is less about the band and more about connecting with friends, spending time with family and having fun in Vail mid-week.

Demographics/Psychographics• 61% have a HHI of approximately $123,000• 62% are between age 35 - 64• Gender split is 55/45• 60% are Colorado residents; of which 45% are Vail Valley residents• 75% came to Vail specifically because of HSN• They are very active with primary interests being skiing, hiking and cycling• They are loyal to HSN; 61% have attended in the past, 41% have attended HSN for more than 5 years, 30% plan to make half of the performances each summer• 90% have dinner or drinks in Vail either before or after show

Highlights and Improvements for The Future

• In its 5th year with an expanded schedule that takes concerts well into August, the 2011 Bud Light Hot Summer Nights series was highlighted by virtually packed houses every week.

• A new feature at the Gerald R Ford Amphitheater this summer was the Free Bike Valet service, we provided at all the Hot Summer Nights, this was a very successful program giving guests another alternative in transportation to and from the GRFA this summer. We had over 50 bikes per show this season, with hopes to expand the service in 2012.

•On August 23rd,we partnered with Pink Colorado and decorated the Amphitheater pink. We featured a variety of wine and drink specials that evening and 20% of the proceeds went to Pink Colorado.

•HSN drives business into Vail on a Tuesday evenings pre-show, but the majority of the restaurant and bar traffic follows the performances with people making a night of it.

•2012 will follow a similar schedule with a minimum of 9 shows. We will focus on the right balance of music genre and will again incorporate HSN into the Dance Festival.

Economic Impact

• $846,000 - Using 3,800 ppl per show X 9 shows = 34,200 with 55% in Vail pre or post at an average spend of $45 per person.

Revenues Cash & Trades 560,000

FORD AMPHITHEATER (HOT SUMMER NIGHTS) 2011 Operating Budget  

EXPENSES  

Dues & Internet 2,500

Entertainment 1,000

Facilities - Operations 30,000

Social F&B & Décor 6,250

Insurance 10,000

Labor 322,000

Hospitality 1,500

Mail - Shipping 500

Marketing & Advertising 36,000

Non Social Food 2,000

Telephone, Trash, Utilities 34,000

Sales Commission & Exp 6,000

Sound 21,000

Talent / Speakers 100,000

Transportation 1,000

Trades 23,000

Total Expenses 610,750

Net Profit - Loss -23,750.00

On behalf of the Vail Valley Foundation Board of Directors and Staff, our sincere

thanks to the Town of Vail for your long- standing support.

Please contact Mike Imhof (mimhof@vvf.org or 970.748.5917) with

questions or comments.