A Year In Review
2017 Partnership Recap Report
In September 2017, millions tuned in and took notice as 73,872 individuals came together for three days in Downtown Las Vegas during the fth Life is Beautiful Music & Art Festival—a celebration of music, art, comedy, ideas and taste.
Amongthoseexceptionalattendeeswere78musicacts,19 artists and muralists, 14 comedians, more than 20 inspirational speakers and thought leaders, and thousands of inspired creators from all over the world who transformed Downtown Las Vegas, cementing into our community's DNA a sense of inspiration, imagination and initiative.
The 2017 festival was our most attended, most talked about and most impactful yet. It represented our rst full sellout event—a total three-day attendance of over 175,000 people and an estimated economic impact greater than $70 million.
Our growth this year is the direct result of three simple objectives as they relate to the destination:
- Make Life is Beautiful an agent of cultural change within our community.
- Operate exclusively within a win/win framework for the festival, the destination (as a whole) and the community.
- Increase awareness of our mission and offering in key feeder markets.
We feel it meaningful to share key learnings, inputs and results so that they may prove helpful in the advancement of the destination’s key objectives, and so that together we can continue to build upon the resilience and impact of what has become a critical cultural event and economic driver for Las Vegas—Life is Beautiful.
Collectivize; inspire and empower the imagination and initiative of exceptional individuals.
A world enriched by powerful and consistent stimulation of the qualities essential to true, enduring happiness.
We brought more people to, and had a greater impact on the destination
than ever before.
As previously noted, Life is Beautiful hit a critical tipping point in 2017, selling to our full capacity for the rst time in the festival's ve year history—and doing so in just under 90 minutes during our general on sale. The net result is a 34 percent year-over-year increase in overall attendance.
While that is a remarkable milestone, we are very particular to measure success against our critical objective: To increase out-of-market awareness and drive more visitors to the destination. Substantial investments and initiatives in our feeder markets generated a 60 percent increase in unique out-of- market attendees from 34,775 in 2016 to 55,726 in 2017.
Based on historical data published in third-party reports commissioned by the LVCVA, we can safely estimate that Life is Beautiful guests generated over 84,800 room nights, $12.6M in room revenue and $1.6M of room tax revenue for the destination.
Whereas in previous years our impact was predominantly limited to the properties directly surrounding the footprint in Downtown Las Vegas (many of which rely on this weekend to sustain their businesses on an ongoing basis), we are now seeing a ripple effect through the entire city, with a total estimated economic contribution nearing $70M.
At the same time, Life is Beautiful is becoming more than just a festival, with partners like Amazon using the platform to bring 150 of their top architects to Las Vegas for a three-day off-site leading up to the event. Already in 2018 we have commitments from three major companies (hosting 3,000+ employees) and are in talks with a conference to create activity and grow our impact in the week leading up to the festival.
“WHAT AN INCREDIBLE NIGHT AND AN INCREDIBLE FESTIVAL. VEGAS, YOU NEVER CEASE TO AMAZE ME.”
ANDREW MCMAHON AND THE WILDERNESS
Our focus on the guest experience is driving a meaningful connection to the festival destination.
An ongoing objective for Life is Beautiful is to create experiences that are truly perspective changing. We measure that against key results to: 1) famously stand apart 2) create history with experiences motivated by what is truly remembered—not competing for immediacy and 3) present diverse opportunities to bring together people into one space and celebrate.
Our fanatical approach to detail and to the guest experience resonates from the festival through
our attendees—who are, as evidenced by our Net Promoter Score results, our biggest promoters—and through our industry, all of which re ect Las Vegas as much as they re ect Life is Beautiful.
Life is Beautiful is representing Las Vegas on a global stage, reaching a critical demographic and shifting their perception of the destination.
While Las Vegas has long been the Entertainment Capital of the World, Life is Beautiful speaks directly to the interest and desires of an emerging culture and population critical to the future of tourism, entertainment, commerce and culture in our great city.
"IT TAKES A LOT TO REALLY BLOW MY MIND, BUT @LIFEISBEAUTIFUL DID JUST THAT. FROM THE ART INSTALLATIONS TO THE STAGE DESIGN, THIS WAS EASILY ONE OF MY FAVORITE FESTIVALS OF THE YEAR. LOVE TO ALL THOSE WHO CAME OUT AND BROUGHT INSANE ENERGY—WHAT A NIGHT!"
We view Life is Beautiful as a conduit through which our community is enriched. We are con dent
in our plans to transform our community—and ultimately change the word—but remain humbled by the acknowledgment that we would not have made it even this far without the contributions and individual efforts of some truly incredible people ... and, from a bit of good luck, as well. We still look at this as Day 1.
CEO, Life is Beautiful