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HomeMy WebLinkAbout07. Restaurant Week Recap 2019 Marketing Plan and Budget Execution Dates: ● Start running weekly ads in print, online and TV after Labor Day in Denver, TX, IL, FL and Vail Markets ● 2 weeks prior increase exposure significantly ● Postcard mailing to second home owners in Texas, Denver, Florida 2.5 months prior ● Bus ads all summer Expand Marketing Plan from $15K - $40K TV ● TV8 ● Cable in Denver ● :30 Production Shoot Needed for Video Promos for Online Content and TV ● Travel to Denver for New Interviews Print ● Vail Daily ● Vail Weekly ● Westword ● 5280 Magazine Radio ● Denver ● Vail/Summit Online Ads ● Facebook ● Instagram ● Variety of Digital Media Signage ● Posters ● In town Banners ● Round About Banners ● Town of Vail Bus Signage ● Denver Out of Home Marketing Collateral ● Coasters ● Check Presenters ● Postcards mailed to 2nd home owners PR and Cross Promotion ● We have identified the following as further opportunities for cross-promotional consideration: Concerts at Ford Amphitheater, Farmer's Market, Gourmet on Gore, Vail Jazz, Vail International Dance Festival, Colorado Grand, BBB, Ocktoberfest, and Open Table. ● Hire PR Firm to write and release press releases. ● We would also like to offer $81.50 special next year so that our fine dining restaurants can offer more specials. 2018 Highlight Overview We are so excited about this year’s Restaurant Week, however because the event has not started, we haven’t been able to collect data on the results of the event. Here are some highlights leading up to the event… • Overall participation efforts increased and exceeded expectations again for the 6th year. Participating restaurants and lodges returned to offer specials of either equal or greater value in comparison to 2017, with a handful of participants completely adjusting their menu to offer all main courses at $20.18. • With the goal of this ten day event set to drive added value and reason for guests to come to Vail in late September/early October and extend the season; we are thrilled to see increasing engagement on our website traffic from the Front Range. • With local help and support of our participants and hosting communities, the return of Restaurant Week this year has generated a buzz about our great Vail Dining Scene that continues to increase year after year. • We did not have a lot of time or resources to prepare for Restaurant Week this year but have successfully promoted the event this year Highlights: Top areas visiting diningataltitude.com Vail Brand Compatibility “Premier International Mountain Resort Community” Standard of excellence met by: • Branding: High quality logo and collateral piece design with consistent messaging and look, fitting to the Vail Brand. • Website: high level design, unique functionality, high quality, eye catching images, emphasis on provision of a user friendly platform with relevant content and focus on yearly updates to maintain top level functionality and appearance • Event message and production: Representing Vail as a world class, diverse dining destination, offering a variety of delicious culinary options for visiting and local guests alike. • Wide range of participants showcased the variety of talent and diversity of cuisine throughout the Valley • Overall messaging highlighting the fall backdrop emphasized Vail as a destination for enjoying the spectacular natural setting of Vail in the fall including wellness activities such as biking and hiking. • Truly combined effort fitting to Vail’s brand of maintaining a sense of community and working together to represent Vail at it’s best. • Followed CSE, TOV and Vail Resort brand requirements (ex. boilerplate, approval process, marketing checklist, communications plan) to assure all important points and criteria were met. • TOV Vail App incorporations 2018 Highlights • Vail Restaurants: 45 (greater than to last year’s participation) • We have received numerous out of state calls and facebook messages inquiring about Restaurant Week recommendations this year. • Social Media engagement is growing in the Front Range, with interest shown from out of state as well. • Pre-Event Press: Colorado.com; TV8, Vail Beaver Creek Magazine, Vail Daily 8/15 • Mentions in Vail Beaver Creek Magazine, colorado.com • Article written in Vail Daily on during Colorado Classic, start of Restaurant Week, Vail Weekly Topline Marketing Efforts • Website: diningataltitude.com and facebook, instagram, twitter posts • Digital: 5280, Westword, Denver Online Display, Facebook, Twitter, Instagram, Everythingvail.com, Colorado.com • Print: Vail Daily, Vail Weekly and Summit Daily, Aspen Daily • TV: 6-9 Interviews scheduled on TV8 most prior to Restaurant Week • Event Press Releases: 8/27/2018 with an additional press releases week prior event and week of • Additional coverage: Vail, Beaver Creek, VVF and VVP websites, increased coverage among participant websites and social media pages, local blogs, Vail/Beaver Creek Magazine and the Vail Weekly • Open Table Partnership who will send an eblast to all their subscribers Online Marketing Plan Westword Exclusive Email: 20,000 Subscribers RESTAURANT WEEK DIGITAL BANNERS Restaurant and Community Feedback Matt Morgan from Sweet Basil and Mountain Standard: I would say that I think this event has been a terrific success. I believe that it is not only important for the restaurant community but for all of Vail and Beaver Creek. Given that the offerings from restaurants are generously priced for value, it is not necessarily a huge money maker; that said, the value to the community is outstanding. Restaurant Week has activated an otherwise very quiet 9 day period in late September/early October and is a great opportunity to remind not only destination guests from the front range and beyond but locals here in the Vail Valley of all that the Vail Village and Beaver Creek have to offer. I don’t have all the data, but I would suggest that this is some of the best money the CSE can spend, especially as it is generously matched dollar for dollar by Beaver Creek. In the absence of a conventional “promoter” and the profit margins they need to maintain, it seems to me that VBCRW offers the best bang for the buck of any event that we do here in Vail, and is worth every dollar. Brian Nolan from GROUP970 | FOOD.DRINK.ADVENTURE: The event has blossomed over the 5 years and though we might have stumbled last year I am sure with the proper funding and more VCBA managing this year it will grow larger. The event falls EXACTLY when we need focus on more people in town. Lodges are willing to partner and the specials being offered year over year continue to get better. Not to forget the business level increase are a big help in maintaining year round staff. I look forward to getting the full funding and you really having an opportunity to market the event far and wide – for our guests in the front range and neighboring counties. Mike Dunlap from Garfinkel's: That is a huge stream of marketing for us. As far as 2019 is concerned I have to say this..... and I am sure some other long standing businesses would agree.... that week has grown for us in revenues significantly over the last 5 years. People have responded to it very well because it makes Vail "reachable". Especially dining. Here for us, we had a long running stigma of being an "APRES BAR" and that week introduced clients to the other hours of operation we accommodate. If the CSE thinks for any reason this event is not working they should go back and look at sales tax collected that week in history versus now. It should be quite glaring. In short we used to say after Oktoberfest dead season begins. Now thanks to events like this it continues on into October. After all I thought the main business plan for the town was to increase "off season" revenues. Well without events like this that showcase something outside of the ski mountain... that won't happen. Katie Fiedler Anderson Terra Bistro Executive Manager Thank you for your work with restaurant week. Terra Bistro plays into this week heavily each year, and we would like to continue to do so. It's great exposure for us among the "local crowd" from Vail to Denver. John Shipp. Owner of The Dusty Boot and Colorado Tasting Room, Roadhouse Hospitality Group I wanted to express my great positive feelings toward restaurant week and all it does for our fall business, energy, local participation and a great way for us to help employ our valuable locals during this critical fall period. I have been doing business in the valley for 20 years and feel it is extremely valuable and the best thing going that we have in the fall. Please keep this wonderful event moving forward. Anticipated Return on Investment (ROI)* • Direct Return: • Sales Tax: From lodging and restaurant spend • Indirect Return: • Shopping: With additional guests driven to Vail during a traditionally slower time, we believe the event drives indirect incremental dollars due to increased retail spending by event attendees. No reporting gathered on retail numbers but the event has continued to be well received by Vail retailers. • Other Activities: Event marketing efforts repeatedly included the message of Vail as a fall destination for a multitude of reasons beyond the great dining offers, encouraging guests to participate in Vail fall activities. However, actual booking of other activities was not tracked. • Future Bookings: Our marketing efforts have continued to promote Vail as a fall and culinary destination, with hopes of not only driving guests to attend the event but also create future bookings. Community Contribution • Impact on Vail’s sense of community: We truly felt this event brought the Vail restaurant community together and promoted restaurants to encourage dining at not only their establishment but others as well. As you may have noticed, it also encouraged a full town-wide event that wasn’t focused in one area. We had participants in Vail Village, Lionshead and West Vail. Also the $20.18/$2.18 price point allowed all restaurants to participate regardless of cuisine or size of their location. • This event was only possible due to an incredible joint community effort spreading across the entire Vail Valley. • Furthermore, by pairing with Beaver Creek Resort Company we feel it showed combined events can be impactful and such partnerships add value and do not detract from one or the other. • Bringing Vail Valley locals from Vail to Eagle in to the Village to enjoy all that Vail has to offer. Locals will be able to offer recommendation to guests and enhance customer service and provide recommendations to our guest.