ADDISON OKTOBERFEST Council Presentation 2019 November 21, 2019 - - PowerPoint PPT Presentation

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ADDISON OKTOBERFEST Council Presentation 2019 November 21, 2019 - - PowerPoint PPT Presentation

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ADDISON OKTOBERFEST Council Presentation 2019 November 21, 2019 1 ADDISON OKTOBERFEST 2019 A CELEBRATION OF BAVARIAN FOOD AND CULTURE NEW FOR 2019 New times and admission packages Adjusted times to hit the lunch crowd and changed

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Council Presentation November 21, 2019

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ADDISON OKTOBERFEST 2019

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SLIDE 2

ADDISON OKTOBERFEST 2019

A CELEBRATION OF BAVARIAN FOOD AND CULTURE NEW FOR 2019

  • New times and admission packages – Adjusted times to hit the lunch

crowd and changed package options and pricing.

  • Transition from Tasty Bucks to point of sale purchase, reducing lines

and providing hotels and vendors with quicker access to funds.

  • Renamed multiple items in German to enhance authenticity.
  • Introduced new adult games and more free activities for children.
  • Brought sale of festival merchandise in-house, including new items.

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ADVERTISING (PAID MEDIA)

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Outlet Cost Impressions Digital $30,000 7,408,701 Radio $5,000 566,700 Television $13,154 2,957,000 CAMPAIGN TOTAL $48,154 10,932,401

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ADVERTISING (IN-KIND SPONSOR MEDIA)

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Outlet Value Impressions Dallas Morning News $13,000 1,037,239 DO 214 $4,333 66,907 iHeart Radio $156,850 1,227,100 Spectrum Reach TV $30,000 2,363,851 CBS DFW $40,659 6,836,000 IN-KIND TOTAL $244,842 11,531,097

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PUBLIC RELATIONS (EARNED MEDIA)

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Media Outlets Viewers/ Readers Run Time Ad Value PR Value Broadcast 28 1,248,542 38:42 $61,546 $184,638 Print 16 3,337,362 N/A $13,666 $40,996 Online 99 1,015,464,229 N/A $2,017,519 $6,052,557 Total 143 1,020,050,133 38:42 $2,092,731 $6,278,192

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HOTEL ROOM NIGHTS

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  • 15 Addison hotels offered special rates. Packages included:

– 2 adult admission tickets – 2 commemorative steins with beer voucher – A souvenir hat pin

  • Total Packages Sold: 354 (1% increase over 2017)
  • Total Room Nights Booked: 474 (10% increase over 2017)
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SLIDE 7

REVENUE

Addison Oktoberfest 2019

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PRESALES REVENUE : ONLINE

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Total $53,198

Tickets Packages

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EVENT SALES REVENUE

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Admissions

$154,580

Online Admissions

$61,969

Merch. Booth

$13,357

Carnival

$28,570

Total $258,476

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ADDITIONAL REVENUE

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Sponsorships $158,000 Booth Rentals $16,950 Miscellaneous $4,065

Total $179,015

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INVOICE REVENUE

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% of Net Sales

Cash & Credit Card Sales $1,126,950

  • Tips

$(11,545) = Net Sales

$1,115,405

x Town’s %

$200,438

Tasty Buck Refunds

Tasty Bucks Count

10,760

x Refund %

$(8,779)

Voucher Refunds

Coca-Cola Count

442

x $3.00

$(1,326)

Beer Count

2,024

x $4.00

$(8,096)

Additional

Boxes & Packing Materials

$150

Steins

$33,323

Tent

$1,500

$34,973

Total $217,210

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TOTAL REVENUE OKTOBERFEST 2019

$707,899

Event Sales & Presales Booth Rentals

  • Misc. Revenue

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Sponsorships

$311,674 $158,000 $16,950 $4,065

Invoice Revenue

$217,210

Per Capita Spending ≈$33.00

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SLIDE 13

FOOD/BEVERAGE SALES : 4-YEAR COMPARISON

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$1,248,399 $1,250,705 $358,437 $1,126,165

48,574 48,046 18,155 43,308

20,000 40,000 60,000 80,000 100,000 $- $500,000 $1,000,000 $1,500,000

2016 2017 2018 2019

Tasty Bucks Vendors Attendance

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ATTENDANCE-BY-DAY : 4-YEAR COMPARISON

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8,762 5,917 5,554 6,237 9,970 9,537 2,278 6,584 23,488 23,238 511 19,412 6,354 9,354 9,812 11,075

5,000 10,000 15,000 20,000 25,000

2016 2017 2018 2019

Thursday Friday Saturday Sunday

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EXPENSES

Addison Oktoberfest 2019

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TOTAL EXPENSES OKTOBERFEST 2019

$1,783,881

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$240,814 Rent $128,112 Payroll $53,249 Outside Security $44,920 Steins $38,525 Entertainment $26,453

  • Misc. & Contingency

$14,077 Radios

$809,249

$225,551 Contractual Services $37,548 POS Rentals

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SLIDE 17

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Loss

$(101,350)

Total Revenue $707,899 Total Expenses $809,249

As of 11/11/19

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PROFIT OR (LOSS) : 4-YEAR COMPARISON

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*Different Accounting Methodology **Incomplete Data

* ** **

$143,616 $9,355 $(421,357) $(101,350) $1,710,723 $1,783,881 $1,003,980 $809,249 $1,854,339 $1,793,236 $582,623 $707,899

$(500,000) $- $500,000 $1,000,000 $1,500,000 2016 2017 2018 2019

OKTOBERFEST

Revenue Expenses Profit & (Loss)

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SLIDE 19

ATTENDEE FEEDBACK

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ATTENDEE FEEDBACK

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THOUGHTS FOR NEXT YEAR

  • Review hours of operation to maximize value for participating

vendors and attendees.

  • Identify ways to enhance the perceived value of the admission ticket

to better compete in the now crowded Oktoberfest landscape.

  • Focus on authenticity and incorporate additional unique and

interactive experiences throughout the venue.

  • Continue to support and enhance our award-winning partnership with

Paulaner, as well as our other event sponsors.

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Questions / Comments