Cover Rock, the 2-day music festival held in Avon, had a significant impact on the local economy according to figures released by the Town Of Avon. Based on tax revenue for the weekend of June 24th and 25th, 2016, total dollars spent is estimated to have exceeded $1.5 Million- a 35% increase in revenue for a like period according to a report filed with the Town Council recently.
The report further detailed the event’s positive financial impact by revealing that hotel occupancy for the weekend exceeded 72% with nearly 2,300 occupied rooms- an increase of 861 rooms over a non-event weekend for the town. Local hoteliers also experienced a near 50% increase in rack rates for the festival weekend.
“Our end goal is to make Cover Rock a signature event of the entire Vail Valley; year one signaled a bold first step to the end,” stated event promoter Tom Dobrez. “It’s only a win for the local community if the event is properly staged and brings revenue and joy to the local businesses and residents. We have only just begun to achieve our mission.”
According to Jennie Fancher, Mayor of the Town of Avon, the two day event did just that, “Cover Rock answered a lot of the objectives of our festival strategy. They provided a professional managed weekend engaging locals and visitors alike with culture and a high end musical experience.”
Detailed analysis of ticket purchasers revealed a mix of local Vail Valley residents along with a large contingency from the Front Range as well as significant numbers of out of state guests. Organizers declared it a near perfect one third split amongst the three geographic areas. “We know we filled a lot of hotel rooms, but we also know plenty of locals enjoyed the two day event as well. It was a nice mix of those that live here and those that might decide to live here after visiting the festival,” added Dobrez.
Organizers also introduced a special incentive for local businesses to be a part of Cover Rock through a group ticket purchase plan that includes signage at the event, an ad in festival program guide and the possibility of their tent on the grounds. Dobrez said the offer has already had appeal to numerous businesses. “It will be hard for us to continue without local support, so our special local business sponsorship model is a efficient way for business owners to be a part of helping make Cover Rock endure while also rewarding their staffs and/or clients.”
Fancher, meanwhile, sees the festival as a staple at Avon’s Performance Pavilion, ”The response to Cover Rock’s first year was impressive. Businesses found the guests in town friendly and willing to spend, while locals I chatted with were impressed with the presentation and are ever so looking forward to year two and beyond.”
The second year event will return to Avon’s Nottingham Park on Friday June 23rd and Saturday June 24th, 2017. The music festival will feature the world’s best tribute bands performing full sets of legendary bands. This year’s theme is The British Invasion and will be highlighted by the Greatest Concert That Never Happened -The Beatles versus The Rolling Stones, plus a Saturday night laser light spectacular as The Machine performs Pink Floyd. Additional performances will include tributes to The Kinks, early Eric Clapton, Queen, Moody Blues and Led Zeppelin amongst others.
For More information
True Local Events
Tom Dobrez
(708) 267-4540
tdobrez@coolradiollc.com
Photo Credit Ben Koelker