First Cover Rock event had $1.5M impact, town of Avon says
AVON — Cover Rock, a two-day music festival held in Avon in 2016, had a significant impact on the local economy according to figures released by the town. Based on tax revenue for the weekend of June 24 and 25, total dollars spent is estimated to have exceeded $1.5 million — a 35 percent increase in revenue for a like period according to a report recently filed with the Town Council.
The report also showed that hotel occupancy for the weekend exceeded 72 percent, 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 percent increase in rack rates for the festival weekend.
‘Achieve our mission’
“Our end goal is to make Cover Rock a signature event of the entire Vail Valley; year one signaled a bold first step,” event promoter Tom Dobrez said. “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.”
Avon Mayor Jennie Fancher said the event did just that.
“Cover Rock answered a lot of the objectives of our festival strategy,” Fancher said. “They provided a professionally-managed weekend engaging locals and visitors alike with culture and a high-end musical experience.”
Detailed analysis of ticket purchasers revealed a mix of Vail Valley residents and a large contingency from the Front Range as well as significant numbers of out-of-state guests.
“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,” Dobrez said.
Organizers also introduced an incentive for local businesses to be a part of Cover Rock through a group ticket purchase plan that includes signs at the event, an ad in the festival program guide and the possibility having a 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,” he said.
The event will return to Avon’s Nottingham Park on June 23 and 24 this year. 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 vs the Rolling Stones, plus a Saturday night laser light spectacular when The Machine performs Pink Floyd. Additional performances will include tributes to The Kinks, early Eric Clapton, Queen, Moody Blues and Led Zeppelin.
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