2011 bravo season highlights new york philharmonic dallas symphony orchestra jaap van zweden carmina...
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2011 Bravo Season Highlights
New York Philharmonic
Dallas SymphonyOrchestra
Jaap van Zweden
Carmina Burana Alan Gilbert
Music Matters
Instrument Petting ZooThe Philadelphia Orchestra
24th Annual Gala
2011 Direct Economic Impact ResultsEXECUTIVE SUMMARY, METHODOLOGY & DATA
Bravo retained BBC Research & Consulting to estimate the direct economic impact created by the 2011 Festival on Eagle County. The Festival and BBC created an intercept survey for both Festival attendees and orchestra members that was administered at various Bravo concerts at the Amphitheater, Vail Mountain School, Vilar Performing Arts Center, Cordillera and Gypsum. Both paper and online surveys were administered with more than 800 surveys completed. Demographics and spending data from audience and orchestra members were gathered from the survey. The total direct economic impact that Bravo had on Eagle County includes the direct local spending by Festival attendees and orchestra members and the associated tax revenue. These estimates do not include indirect and induced impact from this economic activity and the model includes conservative estimates of spending. The most critical factors influencing the economic benefit are the number of attendees; their length of stay; and their food and beverage, lodging, shopping and activities expenditures. BBC aggregated personal responses from the surveys and relied on total concert attendance and orchestra data provided by Bravo. This analysis distinguishes between Festival attendees that live in the Valley and those that traveled from outside the region and between visitors to Eagle County that listed Bravo as a primary reason for their visit and those that did not. BBC created an economic impact model that identifies spending in Eagle County and in individual communities within Eagle County by audience and orchestra members. The pages in this presentation highlight results from the survey and the economic impact the Festival has on the Town of Vail and Eagle County.
Total 2011 Bravo Attendance
59,212
* Music Matters events attendance totaled nearly 9,000
43%of survey
respondents have attended 8 or more Bravo
seasons.
88%of survey
respondents have previously
attended a Bravo event.
Total 2011 attendance at Bravo concerts and Music Matters education events
2011 Bravo Audience Satisfaction
85%of survey
respondents are likely to return to
the Festival in following years.
82%of survey
respondents are highly satisfied with the quality
of Bravo events.
86% of concert-goers are likely to recommend Bravo to a friend or family member
2011 Bravo Concert Attendance
Bravo has maintained an annual attendance level over 50,000 since 2003.2011 attendance totaled 59,212.
Where Bravo Concert Attendees Reside
States Represented in 2011
STATE PEOPLE %
AK 0 0.0%
AL 1 0.2%
AR 1 0.2%
AZ 13 2.1%
CA 11 1.8%
CO 332 53.5%
CT 6 1.0%
DC 0 0.0%
DE 0 0.0%
FL 48 7.7%
GA 11 1.8%
HI 2 0.3%
IA 2 0.3%
ID 0 0.0%
IL 13 2.1%
IN 2 0.3%
KS 9 1.5%
STATE PEOPLE %
KY 0 0.0%
LA 4 0.7%
MA 5 0.8%
MD 11 1.8%
ME 1 0.2%
MI 4 0.7%
MN 4 0.7%
MO 6 1.0%
MS 0 0.0%
MT 0 0.0%
NC 0 0.0%
ND 0 0.0%
NE 3 0.5%
NH 0 0.0%
NJ 3 0.5%
NM 16 2.6%
NV 1 0.2%
STATE PEOPLE %
NY 18 2.9%
OH 3 0.5%
OK 4 0.7%
OR 0 0.0%
PA 12 1.9%
RI 0 0.0%
SC 3 0.5%
SD 0 0.0%
TN 1 0.2%
TX 56 9.0%
UT 0 0.0%
VA 4 0.7%
VT 0 0.0%
WA 3 0.5%
WI 2 0.3%
WV 2 0.3%
WY 0 0.0%
Of 620 respondents, the top three states represented at the Festival were:
Colorado = 53.5% | Texas = 9% | Florida = 7.7%
AGE
18-24 Years = 1%
25-34 Years = 3%
35-44 Years = 4%
45-54 Years = 11%
55-64 Years = 32%
65-74 Years = 37%
75+ Years = 11%
757 total responses
2011 Bravo Audience Age & Gender
Bravo’s audience is 60% female. 43% of all concert-goers are between the ages of 45 and 64.
GENDER
M = 40% | F = 60%
752 total responses
AUDIENCE AGE RANGE
2011 Bravo Audience Income Level
Bravo concert attendees are affluent and well-educated. 58% earn between $100K and $250K.
AUDIENCE INCOME LEVEL NET WORTH48% of survey respondents
have a net worth between
$1.5M and $10M.
Bravo Budget History
Bravo has maintained an annual budget over $7M for the past 6 years,including a 2012 projected budget of $8.3M.
AUDIENCE MEMBERROOM NIGHTS
ORCHESTRA MEMBERROOM NIGHTS
Total = 38,419 room nights
New York Philharmonic = 1,017The Philadelphia Orchestra = 1,100Dallas Symphony Orchestra = 963New Mexico Symphonic Chorus = 138Chamber Artists = 142Young Professionals = 84Administration = 135Critics, press, piano tuner, etc = 50
Total = 3,629 room nights
Total room nights for concert-goers and orchestra members = 42,048
2011 Bravo Lodging Statistics
Average spent per room night, per party = $142.97Total 2011 lodging expenditures in Eagle County = $2,534,113
More than $1.6M was spent on lodging by concert-goers and orchestra members in the Town of Vail.
NEW YORK PHILHARMONIC TOTAL
Antlers at Vail $48,870
Vail Cascade Resort & Spa $56,547
The Lodge at Vail $6,075
In-Kind Contributions $200,000
Total $311,492
DALLAS SYMPHONY ORCHESTRA
Antlers at Vail $36,135
Vail Plaza Hotel $28,512
Vail Marriott Resort & Spa $7,110
In-Kind Contributions $200,000
Total $271,757
THE PHILADELPHIA ORCHESTRA
Antlers at Vail $54,300
Vail Cascade Resort & Spa $61,182
In-Kind Contributions $200,000
Total $315,482
2011 Orchestra Lodging Expenses in Vail
Total orchestra lodging expenses in the Town of Vail = $898,731
2011 Bravo Impact on Vail Shopping
Total spent on shopping in Vail
$1,458,753
Nearly 40% of audience members shop in Vail
$286 per person spent on shopping by
concert-goers
$187 per person spent on shopping by orchestra
members
66% of orchestra members shop in Vail during their stay and spend a total of $88,153
$56,106 in tax revenue was generated
from shopping in Vail
Total spent on shopping in Eagle county = $3,841,946
“Bravo Push”SWEET BASIL’S
phrase for the rush of guests they get
after Bravo concerts.
“The Vail Music Festival enchants its patrons with exciting musical performances. Bravo creates the educational, cultural and social
environment that is the life blood of Summer in Vail.”
Sue Barham, Director of Marketing &
Public Relations
LARKSPUR RESTAURANT
2011 Bravo Impact on Vail Restaurants
2011 Bravo Impact on Food & Beverage Spending
Total 2011 food & beverage expenditures in Eagle County = $8,076,279
Total 2011 food & beverage purchases in Vail
$3,838,998
An average of $67 per day was spent by concert-goers on food,
beverage and groceries
$97,397 in tax revenue generated in the Town of Vail
through audience and orchestra food and beverage
purchases
An average of $601 per party was spent by orchestra
members on food, beverage and groceries
$175,000 was spent on GRFA concession purchases
at Bravo performances
Eagle County Direct Economic Impact
EAGLE COUNTY DIRECT ECONOMIC IMPACT
The model includes conservative estimates of guest and orchestra member spending, as to not over-state the direct spending in Eagle County associated with Bravo.
TOWN OF VAILIMPACT
EAGLE COUNTYIMPACT
TOTAL SPENDINGSALES TAX REVENUE
TOTALSPENDING
SALES TAXREVENUE
Food & Beverage
$3,740,145 $149,606 $7,897,461 $325,239
Lodging $1,561,281* $67,105 $2,434,813* $130,642
Shopping $1,402,647 $56,106 $3,728,929 $175,787
Activities $613,681 $24,547 $1,345,216 $64,340
TOTAL $7,317,755 $297,364 $15,406,419 $696,008
Eagle County Direct Economic Impact
Bravo’s total 2011 direct economic impact including sales tax revenue
$16,102,427
* Not including $600,000 in-kind lodging contributions
Town of Vail Direct Economic Impact
TOWN OF VAIL DIRECT ECONOMIC IMPACT
The model includes conservative estimates of guest and orchestra member spending, as to not over-state the direct spending in Town of Vail associated with Bravo.
AUDIENCE IMPACT
ORCHESTRA IMPACT
SALES TAX REVENUE
Food & Beverage $3,413,284 $326,861 $149,606
Lodging $1,172,797 $388,485* $67,105
Shopping $1,314,494 $88,153 $56,106
Activities $522,204 $91,477 $24,547
TOTAL $6,422,779 $894,976 $297,364
Bravo’s total direct economic impact to the Town of Vail in 2011
$7,615,119
* Not including $600,000 in-kind lodging contributions
Town of Vail Direct Economic Impact
Bravo! Music Festival had a substantial economic impact in Eagle County and the Town of Vail. Nearly 60,000 guests attended the 2011 Bravo Festival, and 715 orchestra members traveled to Eagle County, many with additional people in their party. Spending and tax revenue estimates indicate that Bravo generated a total direct impact in Eagle County exceeding $16.1M, and more than $7.6M was spent in the Town of Vail. The Festival reports a $2.8M dollar increase in its direct economic impact in Eagle County and a half million dollar increase in its direct economic impact in the Town of Vail. (2010 direct economic impact results including taxes were $13.3M in Eagle County and $7.1M in the Town of Vail).
2011 Direct Economic Impact Conclusion
2011 Direct Economic Impact Highlights
• BBC Research & Consulting Company hired by the Festival
• Economic impact of $16.1M -- nearly $3M more than 2010
• Total Orchestra spending exceeded $1M
• 24 years of consistent growth
• Attendance levels have been over 50K since 2003
• An annual budget of over $7M for the past 6 years