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HomeMy WebLinkAbout2008-09-23 Support Documentation CSE Regular MeetingPL itsLIC NWICE : Town of Vail: Commission on Special Events Meeting Vail Town Council Chambers September 23, 2008 at 9:00 a.m. AGENDA: PUBLIC INPUT: 9:00- 9:45 Beginning at 10:00 a.m.: Administrative Items: (5 minutes) • Lorelei Donaldson: Swearing in of newly appointed CSE member, who will serve out the term of Scott Stoughton, which ends on December 31, 2009. • Election of a Vice-Chairman of the CSE. • Approval of the Minutes of the meeting of August 26, 2008 Coordinator Report: (5 minutes) • Review status of Contracts and Financial Report • Reminder: Annual Joint Meeting of the ERC/CSE and Event Producers on Wednesday, October 22 from 11:30- 1:30 in the Council Chambers. Lunch will be provided. • Status of the Colorado Stage Final Event Reports: (15 minutes per event) ' • King of the Mountain Volleyball: Leon Fell • Summer Street Entertainment: Diane Moudy/Resort Events • Jazz @ Vail Square: Mia Vlaar/Vail Jazz Foundation • Gourmet on Gore: Highline Sports and Entertainment • Oktoberfest: Highline Sports and Entertainment Review Procedure for 2009 Funding Allocations: (15 minutes) Event Survey Proposal: (15 minutes) Kelli McDonald will present a proposal for providing event producers with an intercept survey template that will allow for an "apples to apples" comparison for a variety of events, and provide the specific information that both the CSE and the VLMDAC are seeking. The attached "Economic Impact Intercept Survey," taken at the 2008 3v3 Soccer Tournament, was contracted by the VRD as a sample of the type of document that could provide this information. New Business: (5 minutes) Joint meeting w/VLMDAC-12:00-1:00 w/lunch The VLMDAC will discuss strategies, tactics and target audiences for the summer messaging so the CSE has a good understanding of that when making their decisions on which events to fund and how those events align with the summer marketing. Adjournment: 1:00 p.m. Next Regular CSE Meeting: Tuesday, October 28, 2008 @ 9: 00am- 5: 00pm From: Gwen Scalpello <gscalpello@attglobal.net> To: Special Events <specialevents@vailgov.com> Date: Monday - September 22, 2008 10:42 PM Subject: Re: CSE Seeking input Well, then, I guess I have to make a choice. With work impacting av-=z. to my building, I guess I know what that choice is going to be. Some thoughts, though: 1 - Events like Teva and lacrosse are great fun and bring national exposure, but don't necc.?=rily help merchants. I assume they do benefit .=lourants, bars and lodges. Do we have any info on that? 2 - It would be helpful to balance the equation with events that include participation activities for kids - brings families 3 - I'm sure this would be controversial, but .... I thought CSE funding was a "kick start" to help get events here and/or to support local events. It is my impression that some very high profile events with a portfolio of major sponsors and run by for-profit companies are getting some significant money f, u... the CSE. What might the CSE do to get some of that money back if the event is successful and/or comes back year after year? Gwen Special Events wrote: >Hi Gwen- >The scheduled time is between 9 and 9:45am. Sony about the conflict. >Sybill »»Gwen Scalpello <gccalpello@attglobal.net> 09/21/08 2:27 PM >>> >Sybill, >Since I will attend the Tuesday morning construction meeting, at what >time in your regular CSE meeting do you think the "public input" will come? >Thanks >Gwen Scalpello MINUTES Town of Vail: Commission on Special Events Meeting Vail Town Council Chambers August 26, 2008 at 9:00 a.m. The regular meeting of the CSE was called to order at approximately 9:10 a.m. by Chairman Dave Chapin. Members present: Dave Chapin, Chairman Rayla Kundolf Robert McKown Heather Trub Megan Kirkham Robert Bank Staff Present: Sybill Navas, CSE Coordinator Pam Brandmeyer, Assistant Town Manager Kelli McDonald, Economic Development Manager Corey Swisher Others Present: Sarah Franke, Katie Richardson, Keith Odza, Lee Steele, Chris Romer, Jessica Stevens, Susie Tjossem 1. Administrative Items a. Approval of the Minutes of the meeting of July 22, 2008 McKown moved to approve the July 22 minutes without amendments with Kundolf seconding'. The motion passed unanimously,. 6-0. b. Financial Report CSE members reviewed the financial report. No issues were raised'. c. Coordinator Report CSE Coordinator Sybill Navas announced Scott . Stoughton had recently resigned from the board, cling his involvement in a number of projects that have impacted the time he has available. Letters of interest for citizens interested in serving out the remainder of Scott's term on the CSE will be due on September 10, with Council interviews taking place at their aftemoon work session on Tuesday, September 16. She then reported three. CSE member terms were to expire in December. Dave Chapin, Meggen Kirkham, .Heather Trub. "Letters of interest need to be to the Town Clerk by the beginning of December." Town 'of Vail Economic Development Manager Kelli McDonald asked the. board if they would like to meet with, the Vail Local Marketing District (VLMD). CSE Minutes: August 26, 2008 Page 1 of 4 It was. then decided by consensus that there would be a joint meeting with event producers and the CSE on October 22, 12:00-1:00 in the Vail Town Council Chambers. 2. Vail Valley Partnership: Group Sales Activities. The Vail Valley Partnership has been asked by the VLMDAC to recruit participatory events to generate guest visits during slow periods as identified by their lodging members. Vail Valley Partnership Representative Chris Romer commented," We at the partnership really act as a liaison... We are working with the Vail Recreation District, CSE, attending trade shows and worming with trade organizations...One of our major goals is to bring adult and youth sports to town during the off season... We are trying to introduce the meeting planners and the event coordinator with our valley". Examples of groups the Partnership are trying to target: ? Gymnastics. ? Cheedeading: ? Wrestling. ?. Bike races. ? Softball. Yoga. "We will be the coordinator and don't want to step on your toes in any way... We will most likely be looking to you guys (CSE) for funding assistance," Romer said. 3. Final Event Reports. LionsHead Friday Afternoon Club: Uonshead Merchant Organization representative Sarah Franke said the ,group was generally happy with the event. Franke commented she was becoming familiarized on how to successfully host. event in Vail. McKown clarified that in the future adequate electrical power would, be available in the LionsHead area. On account of the fact that the. Arrabelle Plaza was 'built -without any power sources, it was necessary to place a generator in the public area of the mall in order to accommodate 'the energy requirements for all of the summer's events. Franke concluded her comments by thanking the Fire Department for facilitating the development of an approved site plan. Rocky Mountain Antique Festival: LionsHead Merchant Association representative Sarah Franke informed the CSE, "We thought for a first time event this was a success, although I don't think it was smart to have the event the same weekend as the Beaver Creek Arts Festivals... But. overall we were really happy with the event." Some CSE members expressed concern the event was not present in the west end of the LionsHead Mall. Franke responded, "You have to have an area capable of facilitating critical- mass ...If it wasn't competing wit h a similar festival we may have had enough people to fill the entire mall area... There are many similar vendors." Bank expressed concern . about upset merchants on the west end of the LionsHead area as there was a disconnect from the festival and that area. LionsHead Merchants Association representative and area lodge manager Keith Ozda Board said, "I would like to have more tents down that way absolutely, but we just have to keep at this... I've never seen the buzz in both villages on the same day." He then CSE Minutes: August 26, 2008 Page 2 of 4 added that the LionsHead Friday Afternoon Club (FAC) was well attended and enjoyed by his guests. Kirkham commented that .the LionsHead and Eagles Nest. FAC's had developed a synergy. She then expressed concern about the look of the LionsHead logo "I don't know if that's the image we want out there." Ozda said the LionsHead Merchants Association would work to better coordinate the Vail Chamber and Business Association. "I want us to strive for the same goal." Navas said she had, personally enjoyed the FAC events. "I think it was really successful for families as it had something.for everyone." Chapin finished the discussion by saying it was disappointing that no tents could be located through the Patagonia and Montauk Area (due to fire_lane restrictions). Vail America Days: Event representative Laurie Asmussen provided a summary-of the Vail America Days events. She commented that the parade was successfully completed in two hours and the fireworks were safely executed. Chapin clarified there were 59 entries in the parade. Laurie added that the activities in Vail Square that followed the parade provided a fun and festive atmosphere and kept people in the Lionshead area throughout the afternoon. It was also noted that Millennium Bank pulled,out as a sponsor at the last minute, and that fact combined with some unanticipated expenses with the new venue in Arrabelle Square caused some challenges with the budget. In closing, Laurie stated that it is likely the parade will end in Lionshead in future years, as there is no place in that area to stage the floats for the start. Vail Arts Festival: Event representative Laurie Asmussen provided a summary of the Art Festival. She said despite unfavorable weather the Festival still drew strong crowds. 92 artists participated. In response to questions as to why the event the event did not take place in the LionsHead Mall area, Asmussen explained there had been a conflict with the Vail Jazz Festival. Set up and tear down of the corresponding events on the. Thursday evening prior to the art event precluded it's positioning in the. mall area. "It takes every bit of the six hours to set the Art Festival up." Asmussen said she would prefer to have the event. in the LionsHead mall area. Bank said he believed the event was funded on the assumption it was to take place in the mall area. "I feel that having then event .on East LionsHead-Circle does nothing for the Lionshead merchants." Navas suggested that the Arts Festival might be moved to a date earlier in the summer to avoid the conflict with the ongoing weekend events in Lionshead. LionsHead Merchant Association representative Sarah Franke remarked, "it only benefits us to have,it in the Lionshead Mall area... It was a first year kink ...'It really was a matter of conflicting load-ins.... None of us realized how the Jazz at Vail'Square was set-up."Navassaid; "It was really a matter of learning how to use that new space." McKown commented, "Everyone using that space is going to have to have some more coordination." Kundolf clarified the Festival was a juried show. Holidays in VaiUTannenbaum Festival: Vail. Chamber and Business. Association representative Susie Tjossem outlined a potential holiday tree lighting celebration on November-28. She then asked if the CSE felt it is appropriate to have two such events and suggested that they could be complimentary to each other. The "official" Holidays in Vail tree lighting is set for December 19. "This event (the Tannenbaum Festival) is geared to get people in the CSE Minutes: August 26, 2008 Page 3 of 4 Christmas spirit... It is not snow, dependent... It is contemplated this event will be spread out over both villages:.. We want to create excitement and draw people :into town." Navas expressed concern that having too many tree lightings may diminish the meaning of the original tree lighting ceremony. Bank said the CSE has no choice about funding the tree lighting: Kundolf said she was not in favor of separating the two events. Tjossem emphasized the desire to increase business during that time. "Snow Daze is youth oriented and this event is family oriented." Kundolf said she thought the Christmas season was stretched out enough already. It was then clarified the original tree used for the lighting in Lionshead was located where the Arrabelle at Vail Square now stands. Tjossem said the town would only have a 1/3 amount of lights due to the implementation of LED lights (more energy efficient than traditional lighting methods). "It's going to look pretty dark ...It's just trying to encourage making the village beautiful:" McDonald urged not coinciding the lighting with the Beaver Creek lighting event. 4. New Business: McDonald stated the VLMD was including special events on everything (marketing materials) that is produced by the District. "There is a desire from Council that if they (special events) are being funded they are being promoted." Navas informed the group the Vail Film Festival and Taste of Vail events would be held on the same weekend in 2009. "Unfortunately, due to the way the calendar falls between Easter and the Vail Mountain closing dates, there will continue to be a conflict over the next three to five years... They are going to be on the same weekend and that's the bottom line." 5. Adjournment: Kirkham moved to adjourn with Bank seconding at approximately, 10:51 a.m. The motion passed unanimously, 6=0. Minutes taken by Corey Swisher, edited and submitted by Sybill Navas, CSE Coordinator August 26, 2008 Approved by Dave Chapin, CSE Chairman Next Regular CSE Meeting: Tuesday, October 28, 2008 @ 9:00am Date CSE Minutes: August 26, 2008 Page 4 of 4 CSFJsn 200S,ConUede,aid Payment Statue CSE 2008 FUNDING ALLOCATIONS: CONTRACT AND PAYMENT STATUS 2008 TownCouncll Allocation for Direct Event Funding: $765,250 Event: Producing Entity: dale 2008'Dates: '? Fund/ Allocated: >Camivail --- HIghline Sports 5 Entertainment 213 February 3-5 $7,880 The Session Vail Valley Foundation 2/7 February 7.10 $13,174 Taste of Veil Taste of Vail 412 April 2.5 $9,850 Vail Film Festival Vail Film Institute 4/3 ' April 3.6 $59,100 Spring Back to Vail Hlphline Sports 8 Entertainment 417 April 1.13 $73,875 Teva Mountain Games Untraditional Marketing 814 June 4.8 $93,575 King of the Mtn Volleyball KingW the Mountain Volleyball en June 13.15 $7,880 Vail Farmers' Market (Sundays) Meadow Drive Partnership 8115 Jun 16- Sep 7 $54,175 Ambient Street Entertainment' Resort Events 8120 June 20- Sep 1 $50,235 BBQ Bonanza WIIChamberand BusinessAssodation 8121 21-Jun $9,850 Lacrosse Shootout Colorado Lacrosse Promotions` 6/28 June 28- July 8 $10,000 America Days Eagle Valley Events. 7/4 4-Jul $50,235 >Friday Aftemoon Club Moon River Ranch 7111 Summer 2008 $14,775 >Jazz@ Veil Square (Thursdays) Vail Jazz Foundation. 7131. Jul 31-Aug 28 $25,595 >Rodry Mountain Antique Festival Moon River Ranch 811 August 1.3 $3,448 Kick-10 3 Soocer Tour . Team Championships International 8/1 August'l-3 $30,000 Vail Arts Festival Eagle Valley Events 818 August 8.10 $18,223 Gourmet on Gore Hlghfine Sports B Entertainment 8129 August 29- 30 $44,325 Oktoberfest/Hlghline Sports Highline Sports 5 Entertainment 915 Sep 6-7, 12-14 $81,263 Colorado Grand Colorado Grand 9119 Sept 19.20 ' $2,463 >Lionshead Chili Cook-Oil Vail Restaurant Association 9127 27-Sep $0 Snow Daze Highline Sports 5 Entertainment 1211 December 8- 18 $84,025 Holidays in Vell Eagle Valley Events 12119 Doc 19.31 $35,480 TOTAL CSE ALLOCATIONS: $760,408 "CSE'Funds Remaining: $4,844 '3rd year of 3 year contract with Colorado Lacrosse Promotions -Deficit in allocated funds will come out of the 2008 CSE operating; ?, •:ss Contract Status: COMPLETE COMPLETE COMPLETE COMPLETE COMPLETE COMPLETE as of 8123 AS OF 9112 as of 7125 COMPLETE as of 3128 COMPLETE COMPLETE as of 8129 COMPLETE as of 6/13 COMPLETE as of 8118 as of 818 asof 9/12 CANCELLED 922 as of 2115 as of 5/29 $7,880 $13,174 $8,850 $19,700 $24,625 $33,575 $2,880 $18,059 $25,235 $3,284 $10,000 $18,901 $7,387.50 $8,865 $3,448 $10,000 $5,223 $14,776 $27,263 $2,483 $4,925 $21,342 $11,820 Funds Paid Out: $19,700 $19,700 $24,625 $24,625 $30,000 $30,000 $2,600 $2,800 $18,058 $18,058 $25,000 $3,283 $3,283 $16,687 $16,887 $7,387.50 $8,865 $8,868 $10,000 $6,000 $6,000 $14,775 $14,775 $27,000 $27,000 -$4,925 REVISED: 9/11108 Tool Funds Amours S8u . TOVROY" Rato„,. Td Incremental Attendance Paid Out., Oared: Spending $1,880 $0 $251,600 324 $8,280,000 10,000 $13,174 $0 7 7 7 20,000 $9,850 $0 ? ? 7 ? $59,100 $0 ? ? ? 12,500 $73,875 $0 $871,424, 11.75.1 $21,810,800 30,000 $93,575 $0 $178,418 31.14:1 $4,48$407 35000 $7,880 $0 $54;175 $0 $50,235 $0 $9,850 $O ? ? ? ? $10,000 $0 $50,235 $0 ? ? ? 36,000 $14,775.00 $0 ? ? ? 2000 $25,595 $0 $3;448 $0 ? ? 7 7,600 $20,000 $10,000 -, $18223 $0 ? ? ? 3,000 $44,325 $0 $81,263 $0 $2,463 $0 $0 $0 $21,342 $42,683 $11,820 $23,640 $854,083.00 $76,323.00 41,303,440 $31,585,007 155,000 -Based on additional sales tax ,, :: :led -Towrtwide R01 based on RBI Revenue oer 8 of CSE Fundina THEVAIL JAZZ FOUNDATION, INC. Post. Event Review - JAZZ AT VAIL SQUARE Event Date(s): Thursdays, July 31, August 7, 14, 21, 28, 2008 Event Promoter. Vail Jazz Foundation Event Contact. Me Wear (970) 479-6146 vinvailiazz.orq Intro:. . The mission of the Vail Commission on Special Events (CSE) is to support street entertainment and special events for economic vitality, year-round fun, sense of community and increased quality of experience for guests and residents. Jazz at Vail Square was a free concert series in Lionshead, hosted in an outdoor tented venue at Vail Square on five consecutive Thursdays from July 31 through August 28, 2008. The concert series was extremely well received by the audience, the Arrabelle, merchants, restaurants and others. The quality and variety of musicians, the beauty and sound quality of the venue, and the service provided by the Anrabelle all received positive reviews. The tented venue made the series possible despite frequent late aftemoon/evening showers in.August. This .first year program will create an economic baseline from which to compare future years, however anecdotally. we have learned that both retail and restaurants experienced incremental revenue as a result of Jazz at Vail Square, while our surveys show the enthusiasm and appreciation for the music and the outdoor venue were strong and growing. • Overview - Event Strengths and Weaknesses: a. Strengths: i. The venue is a strength, the sound was good, the seats were comfortable and most of the audience was accommodated under the tent. ii. Effective promotion ensured good attendance at each concert. iii. Timing of event was good, complemented other cultural events, and the concerts were well received and well attended. iv. Talent lineup was well received, diverse jazz artists played varied jazz styles to appeal to a broad range of music fan. v. Event focused in on Vail Square and Lionshead and brought new visitors and old time locals in to experience the new energy of the renewed Lionshead vi. This in turn brought additional.revenue to1merchants and restaurants in Lionshead. b. Weaknesses: i. Inexperience with the venue caused several glitches in permitting and event planning, which were overcome with effective communication and cooperation between the town, the Arrabelle, the Lionshead Merchants group and Vail Jazz Foundation. ii. The lack of power in the square necessitated a generator. iii.. Although we added seats after the first show, we could have had a bigger tent, as in some cases there were not enough seats under the tent for everyone. wanting one. Event Budget and Use of Allocated Funds Please see the attached Event P&L to compare actual expenditure versus the proposed budget The original request for CSE funding was for $42,500„against a budget of $63,250-for five free concerts. The Vail Jazz Foundation received $25,595 in funding from the CSE. The VJF then committed, with the support of the Arrabelle, to delivering five concerts as originally planned despite the CSE funding at 64% of requested funding. The Arrabelle provided direct and indirect. funding toward tenting, artist lodging and meals,. venue rental and storage, staging, security, insurance, trash and advertising. The Lionshead merchants group provided marketing. support as outlined in the marketing section. The Vail Jazz Foundation had to call in a number of favors to secure this outstanding lineup of musicians. We committed to making a statement this first year with national acts that had a draw and represented diverse interpretations on traditional jazz. In 2009, the challenge will be to secure event sponsorship to continue the level of talent throughout the five concert series, and to provide a larger tent to accommodate an extra 100 seats, bringing the total seats under the tent to 350. • Marketing Efforts (samples available on request) a. Vail Jazz Foundation spring newsletter to 6,000 jazz fans nationwide. b. Vail Jazz Festival posters (1,200) displayed in and around Vail, included detail on concert series. c. Email blasts to a list of 400 Vail Jazz Foundation subscribers. d. SteepSavers email feature. e. Weekly advertising on KUVO 89 FM Denver's Jazz station. f. Full page ad in Vail Valley Magazine, the Bravo! summer program. g. Detailed conceit listing in the Vail Valley Foundation's Prima summer events program. h. Radio ads ran on KZYR the week of each concert, including live remote from first concert. L Tony Gulizia's "Jazz at its Peak" weekly radio show on KZYR included music from each'week's performers. j. Weekly press releases ran in the Vail Daily usually on the day of each show. k. Weekly Vail Daily color ads on Thursdays promoted that.week's performer. 1. Weekly interviews on TV8 including some with performers. m. Concierge and front desk staff, throughout the Valley, were emailed regarding the event on a weekly basis. n. The event was listed on state and local websites including Colorado.com, vail.com, vail.net, visitVailvalley.com. o. The Lionshead Merchant Association efforts included: L 10,000 event brochures including the full lineup and brief descriptions of each Jazz at Vail, Square concert. ii. Five Wednesday advertisements listing the schedule of events taking place "This- Week" and within the "Upcoming Schedule" were placed in the Vail Daily iii. A-Frame signs that listed the overall event calendar for Lionshead Summer 08; held Lionshead Event Brochures, and had slide-in signs that advertised Jazz at Vail Square. ® Statistical Information a. Attendance and Demographic Profile The demographic breakdown of Vail Jazz Festival attendees is estimated at 50% out of state visitors; 20% Vail residents; 30°x6 in-state visitors. The audience demographic is 60% aged 45- 64, 58% with annual household income exceeding $100,000, and over 65% with a college or, 2 v post graduate degree. Our festival draws African Americans and people from varied racial backgrounds from the Denver area and beyond year after year. Attendance at the concerts is summarized below; these are not actual, counts but estimates that are verified against F&B sales on each date. Date Headliner Attendance Note Thursday, July 31 Curtis Stigers 600 rainy Thursday, August 7 Trombone Shorty & Orleans Ave 500 rain Thursday, August 14.1-Jeff Hamilton Trio 350 rainy Thursday, August 21 I_Chuchito.Valdes Quartet 1 450 1 Thursday, August 28 1 Clayton Brothers Quintet &. VJF All-Stars 1400 1 b. The economic impact of the concert series will be difficult to measure year one, although anecdotally we have heard that both restaurants and merchants saw increased traffic_and- sales on the evenings-of the concerts. During the final concerts we responded to requests to pipe the music into the upper (North) end of Lionshead, and after using the existing speakers on the pedestrian bridge to do so, we heard from Billy's Island Grill that customers were requesting tables closer to the.speakem to enjoy the music while dining. c. Although the Jazz at Vail Square series is not specifically designed to bring destination guests to the area, the series was recognized as another reason to come to Vail in late July/early August; another reason to come into Lionshead. Some diehard fans actually came out specifically to catch particular performers; some like Latin Jazz, others straight ahead. Many guests simply heard about the concerts and came to enjoy the free show. • Potential for Growth and. the Development of Sponsorships and Media Exposure Survey results were overwhelmingly positive. Survey takers and audience members were requesting more seating; we increased the number of seats from 200'at the first performance to 250 at each subsequent performance, but we could have still used more chairs. Attendance varied based on the date, the performer; competing events, and the weather, ,yet attendance was consistently strong and exceeded our expectations on some evenings. The core crowd was a Jazz Festival loyal group which is primarily comprised of locals and second homeowners, and the audience seemed to expand each week with more diverse visitors and guests. The event has real potential for sponsorship support, especially given the target demographic and a successful first year of concerts. However given the current challenging economic environment, we are cautious. about the likelihood of securing a title sponsorship for the series. More likely is a better participation from Lionshead restaurants and merchants with "Vail Jazz". specials, better cooperation for stronger promotion, and thereby further in kind support with some additional sponsor support in 2009. We can also do a better job of getting the Denver jazz and entertainment media up to Vail to enjoy the show, in working with hotels and restaurants to host such media. • Impact on Vail's "Sense of Community" Jazz at Vail Square truly created a 'buzz' in and around town. The venue is spectacular and we heard over and over that this venue, the sound, and the performances themselves were outstanding. 'Some folks came as couples, others as families. Some sat and listened intently; others got up and danced in front of the stage or outside the tent. Conclusion: The CSE has charged event organizers to create special events that: ¦ Increase lodging & sales tax collection ¦ Provide positive guest experience 3 v ¦ Balance calendar of events • Foster sense of community ¦ Repeatable, sustainable model • Provide measurable ROI When measured against these criteria and for all of the reasons cited above, the inaugural year of Jazz at Vail Square should be recognized as a success. PHOTOS 4 I?p REVENUE Commission on Special Events Arrabelle Arrabelle in kind .Other Sponsorship in kind Vail Jazz Foundation EXPENSES Artistic Artists Fees Booking. Fees Artists Travel Artists Meals-Lodging Other Artistic Total Production Staging Programs Insurance Venue/security/trash Labor Backline Sound Tent Supplies Other Production Expenses Total Advertising Print ads Direct mail Other Media Total Adminin*'LlaGon Insurance Overhead Total Total Expenses Profit (Loss) The Vail Jazz Foundation, Inc. JAZZ @ VAIL SQUARE 2008 PROFORMA Includes In-Kind 26,595 15,905 15,500 6,000 11,392_ 75,392 19,750 1,975 2,025 7,000 508 31,258 1,250 900 1,000 3,250 900 2,665 3,875 14,575 225 400 29,040 5,800 500 1.294 7,594 1,000 6.500 7.500 75.392 0 Page 1 of 1 I Business & Marketing Reseatch.Services Research -Analysis Planning 3v3 SOCCER TOURNAMENT - 2008 ECONOMIC IMPACT INTERCEPT SURVEY TOPLINE REPORT August 2008 Richard. C. Puetrxr Business & Marketing Research Services 2692 Kinnikinnick Ct. Vail, CO 81657 (970) 476-2367 oo oo o,.bmrs-research.c6m B,VR Business & Marketing Research Services Research • Analysis, Planning REPORT EXPLANATIONS & COMMENTS ® The overall goals of the study were three-fold: o Develop a set of questions that could be asked at a variety of events to allow. comparison of multiple events. o Develop questions that would address the information needs of the VRD and support the VLMD and event promoters/organizers. o Obtain data to estimate the economic impact of individual events on the Town of Vail ("TOV') and ultimately show the economic contribution of the VRD to the TOV. . ® The survey results are presented in top line bullet point format with data tables attached. ® A Net Promoter score was calculated by subtracting those rating the low scores (1, 2 or 3) for the TOV as a place they would recommend friends or relatives visiting from those rating it high (8, 9 or 10). m The perc:,r.L.ges in the report are based, on those who answered each question. In most cases, fewer than 5 respondents of the 176 interviewed failed to answer a question for whatever reason with the exception of the income question for which 14 people or 8% did not reply. ® The economic impact was calculated using the following assumptions: o Expenditure estimates were based on a per family basis. 0 285 teams participated in the tournament o Each team had six members. o To allow for siblings participating in the tournament, the number of families at the event was judgmentally based on 90% of the total players. (E.g. 285 x 6 x 90% = 1,539.) o The local sales tax revenue was calculated at 4% of retail revenues. o In town expenditures of those not staying in the TOV were estimated at 50% of their non-lodging expenditures. BNR?%.Business,-& Marketing Research Services Research Analysis *Planning Proiect Overview ? The tournament was held at the Vail athletic fields. ? An estimated 285 teams participated in the tournament. ? Intercept interviews were conducted on August 1 & 2 with adult attendees (primarily parents of participants). ? A total of 176 interviews were completed with a 500/o/50% male/female split. General Demographics ? 85% described their household as "couple with children at home." ? Only 5% were "single with children at home" and 6% were "couple with children moved out." ? 86% said the highest education level for the adult head of household was college or a post college degree, 47% and 39%, respectively.' ? 78% were between the ages of 35 and 54 which generally fits the age range for having children at home. ? . 65% had annual household incomes over $100,000. ? 91% were Caucasian and 5% were Hispanic with all other groups being 1-2%. Attendees' Home and Travel ? 100% said they were in Vail specifically for the soccer tournament. ? Based on home zip codes, 73% were from the Denver metro area and only 14% were from out of state. ? Supporting the zip code information, 80% stated they were Colorado residents staying in the Vail area overnight and 14% said they were out-of-state visitors staying overnight. 61 % said they traveled 76 -150 miles to attend the tournament (potentially indicating the 1.vut range or Grand Junction) and 26% said they traveled 151>- 500 miles to attend. ? 64% said they were staying in Vail and 16% in Avon. ? The average number of days people were staying in the Vail area for.the tournament was 3(actually 2.99!). ? The average number of people in a respondent's rQ.zonal group/family was 4.6 and the average number of children under 18 in,each group was 2.3. ? Based on the respondents' home zip code, 79% were from the Front Range (Greeley to Pueblo): 45% Denver Metro, 17% North Front, Range (Boulder to Greeley) and 17% South Front Range (Parker to Pueblo). ? Also, 15% were fi.,u. out-of-state, mostly from within a one-day drive with no particular state being dominant. 2 Business & Marketing Research Services . Research ?. Analysis . -, ... -.---......... ° Planning Tournament Satisfaction ? 85% said they were Very or Somewhat Likely to return to Vail within the next year for a vacation or similar event (59% Very and 26% , Somewhat). ? 600/a said they had been to the 30 tournament in past years. ? 89% rated the overall tournament positively (38% Excellent and 51% Good). ? 81 % indicated positive satisfaction with the facilities at the soccer tournament (40% Very and 41 % Somewhat Satisfied). ? In comparison to other soccer tournaments, 67% rated the 3v3 better than others they attended (42% Somewhat Better and 25% Much. Better). ? 87% had a positive impression of Vail as a place to host the soccer tournament (59% Excellent and 28% Good).. ? On a scale of 1-10 with. 10 meaning Very Willing, 71% rated Vail as an 8, 9 or 10 as a place they would recommend friends and / or relatives visit for a vacation. ? Using the standard Net Promoter Score calculation, the TOV had a score of 30. o Promoters -scores 9 & 10 50% , o Passives - scores 7 & 8 31% o Detractors - scores 1- 6 - 20% o NET PROMOTER SCORE - Promoters minus Detractors = 30 o NOTE: An excessive number of negative comments about parking could have affected the score. Economic Imnact. ? The average number of days attendees were staying in the Vail area was three (3). ? Because the tournament was on a weekend, the average number of nights attendees were staying in Vail was calculate&as the number of days minus one or, in most cases, two (2) nights, the assumption being they left Sunday evening. ? The average per day (night) expenditures by family / group were: * Lodging $152 * Other Recreation $56 * Dining/Drinks $100 * Shopping $63 ? To remain conservative,. estimated retail revenues are based on overnight guests only because they accounted for 94% of those at the tournament. , ? Estimated total retail revenue generated for the Town of Vail was $1,057,770. ? Estimated'sales tax revenue for the Town of Vail was estimated at $42;311. ? Because the estimates are based on survey data, a Conservative / Liberal "sanity check" of +/-20% would result in a range of retail revenue and sales tax estimates: o Retail Revenue Range: $846,216......$1,057,770......$1,269,324 o Sales Tax Range: $ 33,849......$ 42,311......$ 50,773 Other Possible Event Suggestions ? 51 suggestions were given for other events and half were for more soccer. ? With the exception of 8 suggestions for skiing events, other events such as baseball, hockey, basketball, lacrosse volleyball received 1- 3 suggestions. 3 .Ir BMR 30 SOCCER TOURNAMENT - 2008 ECONOMIC IMPACT INTERCEPT SURVEY DATA TABLES Total 100% Percent Denver Metro Area Overnight 45% North Front Range Overnight 17% South Front Range Overnight 17% Out-of-State Overnight 15% CO Day Visitors 4% Vail Area Locals 2% Total 100% CO resident staying overnight Out of State visitor staying overnight Local resident, living in the Vail area CO resident visiting just for the day Total ff-Percent 80% 14% 2% 4% 100% 4 Yes 100% No 0% M a BMR%.. Percent Avon 16% Beaver Creek/Bach G/A-Head 2% Eagle-Vail 3% Edwards 1 % Vail 64% Other 14% Total 100% Percent 2 20% 3 67% 4 9% 5 2% 6 2% Total 100% Very Unlikely 6% Somewhat Unlikely 4% Perhaps 6% Likely ' 26% Very Likely 59% Total 100% Percent Yes 60% No 40% Total 1 100% 5 BMRq.. ?. P r??ntf .. . 9% Less than $50 - 14% $50 - $99 30% $100 - $149 22% $150 - $199 15% $200 - $249 10°/+ $250 or more 100% Total Percent 23% Less than $50 33% $51 - $99 24% $150 - $199 -'-' $200 or more -- p Total ??etcerrt . . 61% Less than ;io? 25% $51-$914 .... 8 $100 - $149 -- $150 - $19'V 2% $200 or more ! 000 ?Ol Total 6 Less than $5( $51-$99 $100-$149 $150-$199 $200 or more Total 26 - 75 76 -150 150 - 500 501 -1000 > 1000 Total BNRj-.- Percent 57% 25% 12% 1% 5% 100% Percent 1% 3% 61% 26% 7% 1% 100% Percent 1 1% 2 12% 3 18% 4 34% 5 22% 6 6% 7 3% 8 1% 10 2% 12 1% 13 1% More than 13 3% Total 100% 7 BMR%..-.- 1 2 3 4 5 6 7 or more total Very Dissatisfied Somewhat Dissatisfied Neutral Somewhat Satisfied Very Satisfied Total Positive Satisfaction (Somewhat + Very Satisfied) Very Poor Somewhat Poor Neutral Good Excellent Total Positive Ratinq (Good + Excellent) Percent 8% 26% 37% 16% 7% 3% 1% 3% 100% Percent 3% 4% 11% 41% 40% 100% 82% Percent 2% 3% 5% 51% 38% 100% 88% 8 BNR%..-.- Much Worse Somewhat Worse About the Same Somewhat Better Much Better Total Positive Comparison (Somewhat + Much Better) Percent 2% 6% 25% 42% 25% 100% 67% Very Poor 20/0 Somewhat Poor 3% Neutral 7% Good 28% Excellent 59% Total 100% Positive Impression (Good + Exclnt.) 87% 1 = Very Unwilling 10/0 2 2% 3 3% 4 1% 5 9% 6 4% 7 10% 8 21% 9 11% 10 = Very Willing 39% Total 100% 9 B,VR% Percent Single with children at home 5% Couple with children at home 85% Single with children moved out 1 % Couple with children moved out 6% Single never had children 1 % Couple never had children 2% Total I 100% Some high school 1 % High school diplomalvocational 6% school Some college 7% Colleqe degree 47% Post graduate degree or study 39% Total 100% Percent 18-24 3% 25 - 34 7% 35 - 44 48% 45 - 54 30% 55 - 64 8% 65 - 74 3% 75 or older 1 % Total 100% 10 BNR %I. Percent Under $25,000 2% $25,000 - $49,999 3% $50,000 - $74,999 13% $75,000 - $99,999 17% $100,000 - $149,999 33% $150,000 - $249,999 22% Over $250,000 10% Total 100% Percent Caucasian/white 91% African American 1 % Hispanic 5% Asian American 2% Native American 1 % Percent Male 50% Female 50% Total 100% 11 RE: Commission on Special Events Public Input Tomorrow 9 AM - Yahoo! Mail Page 1 of 2 _W14001 MIL Classic RE: Commission on Special Events Public Input Tomorrow 9 AM Monday, September 22, 2008 5:31 PM From: 'Bob McNichols' <rmm0daedalusl1c.com> To: vallmeadowdrive@yahoo.com Marc, You have my full support in requesting that CSE and the Town of Vail continue the Farmer's Market in Vail on an annual and ongoing basis. I also contribute financially each year as do other business owners in Vail Village to support the administration of the Farmer's Market. Since our opening in the summer of 2007, the Marketplace on Meadow Drive has enjoyed its position as the unofficial centerpiece of the Farmer's Market and as the year around home of products and services that are tantamount to a continuation of the Farmer's Market 365 days a year. As the home of the only grocery store in Vail Village, the Marketplace on Meadow Drive is the only market accessible to owners and resort guests who stay in the walking Village and who have come to rely on us daily for a variety of breakfast, lunch and informal dining food and beverage-products and services which we happily are there to provide. We were proud to be chosen as the "Best New Business in Vail Valley" (Gold Award Winner) and in our first year in operation as the purveyor of the "Best Pizza in Vail Valley" (Bronze Award Winner) by the readers of the Vail Daily. They should also enjoy our hamburgers! -This year we added the Rotary Club Duck Race to our list of community events which we support becoming the "Presenting Sponsor" on, an annual basis. In addition to community event support and our essential market and food service offerings, our popular Vail Cabaret Nights will encore by popular demand with a weekly schedule of live entertainment for the winter season and we plan to reprise a series of weekly movie events in Vail Village as an addition to our entertainment menu during the 2008-09 winter season. In all, we are proud to continue our participation in the Vail Farmer's Market and the overall Vail resort experience summer, fall, winter and spring and support other merchants and vendors through .the Farmer's Market and other CSE sanctioned events. Regrettably, I just left Vail this morning and will not be able to attend the CSE meeting tomorrow morning. but please express my enthusiasm and gratitude to the CSE and the Town of Vail for their continued support of the Vail Farmer's Market on Meadow Drive. Bob McNichols MARKETPLACE ON MEADOW DRIVE One Willow Bridge Road Vail From: Meadow Drive. Business Partnership [mailto:vailmeadowddve@yahoo.com] http://U&mc555.mail.yahoo.comlmclshowMessage?fld=Inbox&suiL &te&order;down&st... 9/23/2008 i"i ,' ANNUAL VAIL ?;i? UEAQI VOI.LEVI3ALL TOURNAMENT KIlV\ G of MoMAN OPM Father's Dap Weekend • Vail Athletic Field 2008 Event Wrau-Uo ReDort Despite the price of gas and the sagging economy, this year's Event once again exceeded the Producer's expectations. as 325 teams participated in this Father's Day Vail volleyball festival.. The 4.5%. growth over last year's Tournament .;,r.Q,ents the eighth straight year of growth in this long-standing Vail tradition since the Producer, King of the Mountain Volleyball, has taken over the Event. The Event drew a range of competitors fi.,... the ages of 11 - 45, with a substantial amount of out of area juniors attending with their families; and, vice versa. The popularity of the Father/Son and Father/Daughter divisions has helped develop this Annual Father's, Day Tourney into a true family affair with :many. of the participants making it - a weekend long family outing while, participating either as family representatives; or, with parents watching their child.;... compete and, then, staying to celebrate the Father's Day Weekend as a family enjoying the many other activities that the Vail Valley provides. This, of course, has translated into in....:.4sed room nights experienced by our participating lodging r;. ,.; sentatives as well as various other r..,rerties within the Vail environs. As- well, more adult competitors are coming from outside Vail's "easy drive" areas due to the renewed reputation of the Event and the Producer's marketing efforts which were National in scope for the first time in many years; including: direct mail; direct e-mail; internet marketing; and press releases along with local and regional radio outlets aimed at the "easy drive" sector. Local marketing efforts included: newspaper, radio; and local television. The Event is experiencing increased Sponsorship awareness within this particular sport's industry as it has re-established itself 'as one of the two y.;,,..ier beach doubles volleyball tournaments in the Rocky Mountain Region. As such, King of the Mountain Volleyball/Producer feels confident that the Event will continue to grow in the amount of competitor participation for the next few years. Weakness: lies in the lack of sufficient "sand court" facilities in order . to attract significant numbers of top level players as.well as the ability to produce a higher rated USA Volleyball qualifying Junior National Event. 5:.c,..gth(s): Vail's reputation within the Colorado resort community as well as the marketing/production capabilities of the Event's Producers within this particular sport. Leon Fell " Producer, King of the Mountain Volleyball Box 2676 Avon, Colorado 81620 970-948-0395 i .6 1 AN1'UAL VAtL ??, tfEAQt VOLLEY6ALL '[?OL'RNAM6l?7T KING OF THE MOUNTAIN OPEN FathWo Day W _..J - Veit Addede Field 2008 EVENT PROFIT & LOSS STATEMENT INCOME: Sponsorships & Donations: Town of Vail: $ 7,880.00 Corporate Sponsors: 9,739.26 Team Registration Fees: 17.125.67 Total Income: $34.744.93 EXPENSES: Cost of Sponsorship Sales: $ 3,276.00 (commissions) Administrative Salaries: 8,006.12 (producer/executive assistant/production assistant) Marketing/Promotions: 3,887.07 (advertising/posters/artwork/direct mail, etc.) Office Expenses: 1,049.64 (rent/utilities/phone/supplies/internet service, etc.) Licenses/Fees: 5,668.00 (event insurance/permits/field rental/corporate fees/taxes, etc.) Production Expenses: 2,368.14 (port-a-potties/truck rental/trash removal/supplies/miscellaneous, etc.) Production Crew: 5,729.00 (registrar/crew chieVtournament director/photographer) Capital Expenditures (new tents): 215.00 U.S. Open Summit Conference of Producers 114.51 Production Equipment Storage: 558.03 Prize Money: 4.000.00 Total Expenses: 53487151 PROFIT/LOSS (+/-) (S -126.581 VAIL &LIONSHEAD MUSICAL AND. BUSKER ENTERTAINMENT PROGRAM - 2005 Survey Results September 23, 2008 1. The Survey a. As It Appeared to the Respondents Page 2 b. Collection Methods Page 3 II. Location a. Overview Page 3 b. More Than One Location Circled Page 4 III. Prior Awareness Page 5 IV. Satisfaction -a..Overview Page 6 b. Circled By Respondents Page 6-7 V. Other Entertainment Page 8 VI. Comments on: Improvement Page 9 VII. Demographics 'of the Respondents a. Age Page 10 b.. Gender Page 11 C. Number of Children Page 12 VIII. Zip Codes of the Respondents Page 13-14 IX. Comparisons a. Satisfaction in 2007 and 2008 Page 15=16 b. Awareness and Satisfaction Page 17 X Conclusions Page 18 Diane Moudy Resort Entertainment / Resort Events PO Box 5898 Vail, CO 8188. PH: 970-926-7770 FAX: 970-926-7815 1 THE SURVEY: As it Appeared to the Respondents VAIL AND LIONSHEAD ENTERTAINMENT COMMENT CARD Today's Date: 1. Please circle the location(s) you saw entertainment: Slifer Plaza (by Covered Bridge) Siebert Circle (top of Bridge Street) Gore Creek Promenade (by Blu's Restaurant) Lionshead (at the park & main entrance) More than 1 Location: # 2. Were you aware of the Musical and Busker Entertainment before coming into Vail and Lionshead Villages today? . YES NO 3. _. Please rate your satisfaction. with this summer's Vail Street Entertainment programs Please Circle: Very Pleased Neutral Not Pleased 5 ....................... 4........................ 3........................ 2..................... 1 4. Have you seen any other. street entertainment this summer in Vail or another city? If so, what was it and where? 5. What changes or improvements, if any, would you suggest? 6. Your age: Your gender: Your zip code: Number of children with you: For questions about the Vail and Lionshead Street Entertainment or for other entertainment needs call: 970-926-7770. 2 ¦ '? -- a ? ¦ w :. I w A V ¦ w Collection Methods ¦ 100 Surveys were collected by solicitation from spectators at the various entertainment sites. ¦The Surveys were collected the last four weeks of the Vail and Lionshead musical and busker entertainment program Aug 8-10, Aug 15-17, Aug 22- 24, Aug 29-Sept 1. LOCATION: Overview Question: 1. Please circle the location(s) you saw entertainment: Slifer Plaza (by Covered Bridge) Siebert Circle (top of Bridge Street) Gore Creek Promenade (by Blu's Restaurant) Lionshead (at the park & main entrance) More than 1 Location In most cases, the locations circled by respondents were similar to where the surveys were collected. LOCATION CIRCLED BY RESPONDENTS: • Most people saw entertainment at the three main locations: Slifer Plaza, Gore Creek Promenade, and Lionshead. • 4 % of the respondents had seen entertainment at more than one location. Location(s) Circled 60 50 40 30 20 10 0 3 Slifer Plaza Siebert Circle Gore Creek Lionshead More than one Promenade location" 1 :5 S JIF' I -- a ? ': - ? -- ': -1 - A - A -1 -:a WHERE SURVEYS WERE COLLECTED: • Most of the surveys were collected at the three main locations above. • This could be a result of Slifer Plaza, Gore Creek Promenade and Lionshead having the facilities for guests to stay and watch the enterta«„dent. Where Surveys Were Collected Count: Slifer Plaza 57 Siebert Circle 0 GC Promenade 21 Lionshead 22 TOTAL 1001 More Than One Location Circled How many locations did respondents see entertainment at? TOTAL c 5locations ca J 4locations w 0 3locations as 2locations n z 1 location MORE THAN ONE LOCATION CIRCLED: • 4% (4 out of 100) respondents circled that they had seen entertainment at multiple locations throughout Vail and Lionshead. • 96% of respondents circled only one location where they had seen entertainment. 4 0 1 2 3 4 5 Number of People ¦ * w L_ ¦ w ¦ w ¦ w PRIOR AWARENESS: Question: 2. Were you aware of the Musical and Busker Entertainment before coming into Vail and Lionshead Villages today? Please Circle: YES NO Prior Awareness of Street Entertainment 41% ® Aware ¦ Not Aware 59% Prior Awareness Count: Aware 41 Not Aware 59 Non-Response 0 TOTAL 100 5 SATISFACTION: Overview Question: I Please rate your satisfaction with this summer's Street Entertainment: Please Circle: Very Pleased Neutral Not Pleased . 5 ....................4.....:................3........................ SATISFACTION.LEVELS BROKEN INTO TtnnEE CATEGORIES: •92% (5.0-4.0) Pleased '7% o (3.5-3.0) Neutral -0%(2 ' 5-4.0) Not Pleased -I% Non-Response Circled by Respondents SATISFACTION LEVEL CIRCLED BY RESPONDENTS: On a Scale of 1 (Not Pleased) to 5 (Very Pleased). Please note: Responses entered in between numbers on the scale, were recorded as..5 values. 59% (5.0-Very Pleased) • 6% (4.5) •27% (4.0) • 2% (3.5) •5%0 (3.0-Neutral) •-0% (2.5) • 0% (2.0) 0% (1.5) • 0%0 (1.0 Not Pleased) -1% (Non-Response) 6 1 7 A Circled by Respondents 2008 Satisfaction Non Response Ne utral (3.515.0) 1% 5/0 2% (4.0/5.0) 27% Very Pleased (5.0/ 5.0) (4.5/ 5.0) 6% 59% Count: Non Response (0.0) 1 Not Pleased (1.0) 0 (1.5) 0 (2.0) 0 (2.5) 0 Neutral (3.0) 5 _ (3.5) 2 (4.0) 27 (4.5) 6 _ _ Very Pleased (5.0) 59 TOTAL 100 V0:V- ¦ Non Response (0.0) ¦ Not Pleased (1.0) ?(1.5) ? (2.0) ¦ (2.5) ¦ Neutral (3.0) ¦ (3.5) ? (4.0) ¦ (4.5) ¦ Very Pleased (5.0) 7 w ¦ S ? w ? r 1¦I w ¦ w A A r A OTHER ENTERTAINMENT: Had the respondents seen entertainment at other events or in other cities? Question: 4. Have you seen any other Musical or Busker Entertainment this summer in Vail, Lionshead or another city? If so, what was it and where? Where Other Entertainment Was Seen El Vail Events Telluride Baltimore, MD Kansas City, MO ¦ Mintum ? Aspen cnicago, IL ? Denver Area San Fransico, C ¦ New York, NY ? Naples, FL New Orleans, L -Vail Events ¦ New Orleans, LA Naples, FL ? San Fransico, CA New York, NY ¦ Chicago IL Other Entertainment Seen Count: Vail Events Mintum Aspen Denver Area New York, NY Naples, FL New Orleans, LA San Fransico, CA Chicago, IL Baltimore, MD Telluride Kansas City, MO TOTAL ® Baltimore, MD Denver Area ? Telluride Aspen Minturn M Kansas City, MO 20 3 1 5 1 1 2 2 3 2 43 OTHER ENTERTAINMENT: •38% of the respondents had seen entertainment at either other Vail events or in other cities • 13% of the respondents had seen entertainment in another city 8 A A A COMMENTS ON IMPROVEMENT: Overview Question: 5. What changes or improvements, if any, would you suggest? N r C d E E O U O d .a E 7 Z Suggestions for Improvement NOTE Any mark made in the comments section was recorded as a comment including a comment of "None" aaiL. Gs?c eP s,P9 °Gr „P 9Ge ?P `e 99 d'so Ge F?rA l? ? o %6 10, f°, 7r d'a aQr 9a? 110 F? a y°G? °a d? P s ^s 1% 0 d o Gsf dG? CIO -C, N., S 1 N 01- Comments on Improvement Count: Add Winter Entertainment Music for Wider Age Group 1 Different Hours 1 Disregarded Comments (jokes) 2 Should Draw a Crowd 1 More Advertising 6 Request for Shade/ Seating 8 More Entertainment (general) 6 Move Location 1 Suggestions for Specific Bands 2 Praise/ Thanks 5 None 67 TOTAL 100 9 1 :S:i -a I :J- :i - A I A DEMOGRAPHICS OF THE RESPONDENTS: Age Age of the Respondents 60-69 years 7% 50-59 year 13% 40-49 years 17% 19-29 years 26% ®1-18 years ¦ 19-29 years ? 30-39 years ? 40-49 years ¦ 50-59 years ? 60-69 years ¦ 70 + years AGE OF THE RESPONDENTS: Count Non Response (0) 0 •28% of the Respondents were 1-18 years 6 30-39 years old 19-29 years 25 •26% of the Respondents were 30-39 years 29 19-29 years old 40-49 years 50-59 years 17 13 •17% of the Respondents were _ 60-69 years 7 40-49 years old 70 + years 3 •13% of the Respondents were TOTAL 100 50-59 years old •7% of the Respondents were 60-69 years old •6% of the Respondents were 1-18 years old •3% of the Respondents were 70+ years old 70 + vears 10 30-39 years 28% I '" A J Gender 0% Male 48% ¦ Female 52% ? Non Response Count Male 47 Female 53 Non Response 0 TOTAL 100 Number of Children 25% S 75% Count With Children Without Children TOTAL A A ; d " O With Children ¦ Without Children 74 26 100 12 ZIP CODES OF THE RESPONDENTS: ZIP CODES: • LOCALS are those with zip codes from Eagle County • NON-LOCAL IN-STATE are those with in-state zip codes, excluding locals • OUT OF STATE are those with out of state zip codes Count Local 46 Non-Local In-St 28 Out of State 26 International 0 Non Response 0 TOTAL 100 Where Were the Respondents From? Out of State 25% Non-Local In- State 28% International 0% Non Response Local 47% IN STATE VS. OUT OF STATE: • 76% of Respondents were IN STATE • 26% of Respondents were OUT OF STATE Count In State 74 Out of State 26 _ International 0 Non Response 0 TOTAL 100 ¦ Local m Non-Local In-State ¦ Out of State ? International ¦ Non Response 13 V?:V- Where Were the Respondents From? In State vs. Out of State 0% 25% 0 In State E3 Out of State o International 75% 14 ¦ + w !:t- i ¦• • w ?.Sy40.d •i A COMPARISONS: Satisfaction in 2007 and 2008 2007 SATISFACTION 2007 Satisfaction Neutral (3.0) 6% Very Pleased (5.0) 40% (4.5) 9% I O:V- (3.5) a Neutral (3.0) 3% E(3.5) ? (4.0) ? (4.5) (4.0) 42% ¦ Very Pleased (5.0) Count: Non Response (0.0) ' 0 Not Pleased (1.0) 0 (1.5) 0 (2.0) 0 (2.5) 0 Neutral (3.0) 6 (3.5) 3 (4.0) 42 (4.5) 9 Very Pleased (5.0) 40 TOTAL 100 15 ¦ ? w ? ¦ w ¦ w ¦ w I 1 V I A U A A \ 2008 SATISFACTION 2008 Satisfaction Non Response Neutral (3.515.0) (4.0/ 5.0) 27% Very Pleased (5.0/5.0) 59% 5/5.0) 6% Count: Non Response (0.0) 1 Not Pleased (1.0) 0 (1.5) 0 (2.0) 0 (2.5) 0 Neutral (3.0) 5 - (3.5) 2 (4.0) 27 (4.5) 6 _ Very Pleased (5.0) 59 _ TOTAL 100 ¦ Non Response (0.0) ¦ Not Pleased (1.0) ? (1.5) o(2.0) ¦ (2.5) ¦ Neutral (3.0) ¦ (3.5) o(4.0) ¦ (4.5) ¦ Very Pleased (5.0) 16 I COMPARISONS: Awareness with Satisfaction Prior Awareness of Street Entertainment ¦ Aware M Not Aware 40% were unaware of entertainment and had a satisfaction rating of 4.35 AWARE: -Of those who were AWARE (60%) of the street entertainment before entering the Villages, the average satisfaction rating was 4.39 out of 5.0 60% were aware of entertainment and had a satisfaction rating of 4.39 NOT AWARE: Of those who were NOT AWARE (40%) of the street entertainment before entering the Villages, the average satisfaction rating was 4.35 out of 5.0 17 AV:. CONCLUSIONS • While the average satisfaction rating continued to be strong in 2008, there are still a few issues which should be discussed in order to continue to improve the Vail and Lionshead Ambient Street Entertainment Program in 2009: • Is the Town of Vail pleased with the final location of the Street Entertainers (i.e. VV:- Slifer Plaza Fri & Sat / Gore Creek Promenade Sun, LH - Skier Statue/Kiosk Fri, Sat, Sun) • Are there any other changes or improvements to be considered? o The opening of Arrabelle and revitalization of Lionshead had a major impact on crowd numbers in 2008, which helped give the program more recognition. o The more events that-take place in VV and LH increase the visibility of the ambient street entertainment (i.e. Vail Farmer's Market, Gourmet on Gore, Rotary Duck Race, Arts & Antique. Festivals) and.provide a higher quality atmosphere to showcase all events. 18 2008 Vail Oktoberfest - Sponsor Recap Report An Oom Pah Celebration - Vail Style Beer, Bands, Dancing, Keg Bowling, Brat Eating and More! September 5-7 in Lionshead & September 12-14 in Vail Village Make your plans to visit Vail for Oktoberfest For Lodging specials call 1-800-653-4523 WWW.VAILOKTOBERFEST.COM A rliyhline Sports & Entertainment Production.. Vail, Colorado P'?TIM -? suns 3aprrinnprr Vail Commission on Special Events - Recap Report - EVENT OVERVIEW - Vail Oktoberfest is a Traditional Oktoberfest Celebration - A Festival of Beer, Food, Music and Fall. This year's event covered six days, two full weekends, in Lionshead and Vail Village. The event took place September 5-7 and 12-14, 2008. Oktoberfest was produced to: • Attract additional Vail Visitors from the regional and Front Range population and beyond for the two full weekends of Vail Oktoberfest • Create economic vitality, fun, sense of community and increased quality of experience for guests and residents Event Strengths: • Very Strong attendance. • Increase in sponsor participation including new sponsors Coleman Natural and Harley- Davidson. • Well-mannered and festive audience. • Music and Children's Entertainment was well received. • Oktoberfest Fun Run was very well attended and raised a record amount for the Children's Garden of Learning. • Oktoberfest games went over very well. • Unbelievable weather for the most part. This is the make or break for Oktoberfest. • Great to be at our new Arrabelle at Vail Square home. 2008 Event Income Statement (As of 9/24/2007) lRevenues: CSE Contribution $81,263 Sponsorship 82,575 F&B & Merch Sales 88,000 Total Revenues 251,838 lExpenses: Event Site: Permits 1,275 1,275 Event Equipment & Rental Expenses: Food & Bev. 36,960 Signage, Kids Activ., Steins, Decorations, Supplies, etc. 27,450 Rental Items (dumpsters, porta potties, etc.) 21,000 Bands, Stages, Sound 60,200 145,610 Manpower & Related Expenses: Labor/Announcers 16,000 Town of Vail Police, Security 22,000 38,000 Public Relations/Marketing/Advertising: Public Relations 3,750 Advertising/Marketing 17,000 20,750 Administrative: Proposals/Insurance/Supplies/Phone/Postage 18,000 Management Fee 20,000 38,000 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 4,500 4,500 Total Expenses: 248,135 Net Income: (loss) $3,703 ' • Attendance numbers: We estimate that during the course of the event, 40,000+ attendees moved through the event. Demographic and visitor information profiles: Although profiles were not gathered by survey, via observation and interviews it was apparent that the 2008 Vail Oktoberfest Audience was very similar to years past. Oktoberfest captured a wide range of visitors to include young singles (21+) as ' well as couples and those married with children. We anticipate the Average age was 40-45 with avg. M at $100,000+. • Estimated Incremental Room Nights and Revenue Generated by Oktoberfest... As an expected estimate, the 2008 Vail Oktoberfest booked approximately 14,000 incremental room nights and an infusion of $7,225,000 into the Town of Vail. The calculation was performed as follows: ' Incremental Room Nights Estimated attendance: 40,000 Those staying in Town of Vail lodging: 35% Number of people per room 2 Average nights stay in Vail: 2 Total Incremental Room Nights: 14,000 Incremental Spending ' Estimated attendance per day: 6,500 Average amount spent per day: $125 Event days: 6 Subtotal spent on F&B, shopping & activities: $4,875,000 Average lodging price per person per night: $150 Incremental room nights: 14,000 Subtotal spent on lodging: $2,100,000 Number of days in Vail not for event: 1.0 Number of people staying addtl. days: 2,000 Average amount spent per day: $125 Subtotal spent on non-event days: $250,000 _ Total Incremental Spending: $7,225,000 2008 Town of Vail Return on Investment Town of Vail Investment $81,263 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $100,000 Return on Investment through Media, PR and Event Related Impressions alone: 23% Est. Incremental Room Nights Generated 14,000 Incremental Spending Generated $7,225,000 Tax Receipts (Sales-4%, ST Lodging-4%) $289,000 Return on Investment through Incremental Spending in the Town of Vail: 256% POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE Vail Oktoberfest will continue to have its place as the most popular autumn event in the Town of Vail. Growth of attendance, for the most part, is all weather dependent. HOW DID THE EVENT IMPACT VAIL'S "SENSE OF COMMUNITY"? Vail Oktoberfest is the one event which truly bonds the community in a celebration of beer, food dancing and music. It is always amazing to see the variety of people, from around the community, the event draws together to party as one! ' Ev" Ovtw?tw Steins were raised Friday - Sunday, September 5th - 7th in Lionshead and 12th - 14th in Vail Village to toast Vail Oktoberfest, emulating one of the largest celebrations in the world. Two full weekends of oom pah parties, bratwurst, Erdinger and Veltins German beers, alpenhorn and dance demonstrations, and more in Lionshead and Vail Village. The ever-entertaining Helmut Fricker and the Rhinelanders, and the Austrian Swiss Duo kept the crowd on its feet. In addition to the traditional, Vail Oktoberfest featured the Wolverine Adult Keg Bowling contest and the Coleman Natural Brat-Eating Contest along with live music by The Laughing Bones, Dirty Dozen Brass Band, and more. The Oktoberfest Fun Run was also a hit with both kids and parents alike. 1 ?Y . VEETINS 'ISlnar ie?l' MWNOFVAII. 300crMURtr evt4 RnOTS + SHOES + APPARE .. ??gcrmc?ftcr ?00?5.5?oES j eVt44 ') g4t*l' e,,g pl&lo4 lv, ?0 ???cCn?cl?tcC B 044waw Vail Oktoberfest's Integrated Components Print Vail Oktoberfest was promoted in multiple publications, regionally and locally. Multiple full page ads ran in the Vail Daily, Summit Daily, ASDen Dailv Times, Westword and The Denver Dailv_ News. PR Multiple Press Releases were sent to local, regional and national media outlets to garner exposure, increase participation and ultimately continue to elevate the awareness and interest of Vail Oktoberfest. Direct E-mail Permission-based emails featuring Vail Oktoberfest and Oktoberfest Fun Run were sent out to a qualified database weeks prior to the event. ' Event Posters Vibrant full-color posters were distributed throughout the Vail Valley with sponsor logos prominently featured. ' Event Announcer The event's professional announcer mentioned sponsors multiple times throughout each weekend of Vail Oktoberfest. Television ' Numerous television interviews and giveaways were broadcast throughout the Vail Valley on KVBA TV8 and PLUM. Event management mentioned ' sponsors multiple times during these interviews. Online VailOktoberfest.com featured event information, sponsor logos, hyperlinks, schedules, registration, pictures and much more. / • o .. I 1. vEU?tNS WOLVERINE' ,,' i??tl?VAlL ' 3ngermeijt? BOOTS + SHOES APPAREL + GEAR ovw?zw Vail Oktoberfest's Integrated Components (Cont.) Radio Radio spots, live mentions and in-studio interviews promoted Vail Oktoberfest, Oktoberfest Fun Run, and and its sponsors. Radio buys were placed on Vail's KZYR The Zephyr 97.7 FM and on the Front Range via ' Jack FM. A separate radio buy promoted Vail Oktoberfest's pre-stein sales. ' 21gnagee On-site, sponsor logos were featured on the 4'x20' town banner and round- a-bout signage. Vail Local Marketing .District t Did their own promotion and ad buy with newspaper, radio and on-line media outlets. Fun Run Benefiting the Children's Garden of Learning, the event was a huge success, with participants in the 1 K, 5K and 1 OK and an on-site silent auction. Soonsors Town of Vail, Volvo, Erdinger, Veltins, Jagermeister, Arrowhead Water, Coleman All Natural, Wolverine, Aspen Harley Davidson, The Arrabelle at Vail Square, Loki, Ancestorian, A Sterling Affair, Destination Sewn and Simba Run. 1 Restaurants American & European Kitchen, Alpenrose, Amadeus Nuts, Batter Cupcakes, Blu's, Centre V, Joe's Deli, Left Bank, Lodge at Vail, ' Marketplace on Meadow Drive, Nicky's Quickie, Vail Coffee Company and Rimini. e J o • • FL6 l •1"•'j• i3?KIl?LIrILL BOOTS - SHOES •. APPAREL - GEAR Ak-ft It I ,?? M • An Oom Pah Celebration - Vail Style Beer, Bands, Dancing, Keg Bowling, Brat Eating and More! Event Poster M mAdBn.) Full Page Ad in Denver Daily Newspapers September 5-7 in Lionshead & September 12-14 in Vail Village Beer, Bands, Dancing, Keg Bowling, Brat Eating and More! Make your plans to visit Vail for Oktoberfest For Lodging specials call 1-800-653-4523 - o oy Amapa WWW.VAILOKTOBERFEST.COM A Hi9r.1 c 5p-, & Emcrainmen; Production -Vail, Cobraoo 6 t' F'dT?INS (i) ? ? ?JJ?? /?[?U ,< & September u OKTOBERFEST - GENERAL (Traditional Music) GET READY TO OOM-PAH VAIL STYLE, the weekends of September 5-7 in Lionshead and 12-14 in Vail Village. Raise your steins and toast to Oktoberfest, the most celebrated party in the world. The streets of Lionshead & Arrabelle's Vail Square and Vail Village will be filled with beer, brats and live music. And back again is the ever-popular Wolverine Keg Bowling! For more information on Vail Oktoberfest visit vailoktoberfest.com or call 970.476.6797. Get ready to OOM PAH VAIL STYLE, September 5-7 and 12-14. Vail Oktoberfest is yours thanks to Volvo, The Town of Vail, Erdinger and Veltins German Beers, Wolverine Boots, Coleman Natural Meats, The Arrabelle at Vail Square, Jagermeister, Arrowhead Water, Vail Daily, KVBA TV8 and KZYR the Zephyr. OKTOBERFEST FUN RUN / PSA Gather the kids, stretch the legs, and enjoy an early morning of friendly competition at the annual Oktoberfest Fun Run Sunday, September 14th. Benefiting the Children's Garden of Learning, the Fun Run provides children and parents alike the chance to continue the Oktoberfest celebration together for a worthy cause. Categories include 10K, 5K and Kids K. The Oktoberfest Fun Run is Sunday, September 14th at 9AM in Vail Village. Runners and walkers of all ages are welcome. And don't miss the silent auction. SIGN UP TODAY at vailoktoberfest.com or call 970.476.6797 for more information. • . tr„•f, K BOOTS + SHOES * APPAREL + GEAR L G. EN A E R. ? -? aIAB U k >r. C-1 F? r .Y E OOO N?lN & G? PEN A R T •+JA?i" pflN1t5 °i FREE 1.?vtr,,lr-?b'1S3rj ?c7s5, 1td1?? o i `J? !f? piR1TS PAR.?.r IGKTAIL ? 3tON PIP f ?10 ` cilF{- ONGORE'cOt GOUR ET SANPELL c `a ws ti ?. , for NE pR0f7UGTiON r ?. I/?s 2008 Event Commission on Special Events Recap Report EVENT OVERVIEW - The third edition, and extended version, of Gourmet on Gore, took place over Labor Day Weekend, August 29-31. With Vail's best restaurants in attendance, accompanied by 57 wine varieties from 17 wineries, five spirits, four types of Dry Soda, four beers, and two bottled ' waters. Gourmet on Gore offered culinary delights to tempt even the most discerning appetites. From grilled elk tenderloin at the Ludwig's booth to Asian BBQ sliders at La Tour, attendees were able to stroll and sample food and wine in an open-air atmosphere with no admission charge. This unique format provided the perfect venue for an easy Labor Day Weekend in Vail Village. For the vast majority of attendees, Vail merchants and the expo partners in attendance, the third- annual event was an overwhelming success. Gourmet on Gore has secured a foothold as a marquee event during Labor Day Weekend which can be built upon for years to come. The goals and objectives accomplished for Gourmet on Gore include... • Attract additional Vail Visitors from the regional and Front Range population and beyond for Vail 's Labor Day Weekend. • Create economic vitality, fun, sense of community and increased quality of experience for guests and residents Event Strengths: Targeted marketing campaign pulled the "RIGHT" audience. Strong and memorable collateral and advertising. Very clean high-end venue with all white tents and autumn color palette for linens, etc. Event format of...pay as you go vs. admission charge was very welcoming. Strong mix of restaurants and wineries. &S4PORrS & ENTERTAINMENT [ events evolved) Live jazz made for enjoyable background music. Addition of Connoisseurs Trail was a sold-out success. 20% increase in participation year-over-year Event Weaknesses: Need consistent restaurant participation over the three days. Staffing #1 challenge for restaurants. Restaurants need to prepare more food for future events. Did not anticipate the demand! High- class problem. Wine selection, quality and quantities can be grown and improved upon. Red and white for each gallery. aS ORHICMLIJVIE TS 6 ENTERTAINMENT evens evolved I MARKETING OVERVIEW ' We ran a very targeted campaign for the 2008 Gourmet on Gore. The majority of the advertising budget was spent in the Colorado front-range focusing on radio and print. Besides the front- range, we received strong support in the mountains from Vail Beaver Creek Magazine, Vail ' Daily, KZYR and KVBA TV8. In addition to the advertising, we distributed collateral materials throughout Eagle County. A stand-alone website (gourmetongore.com) and thousands of eznails pushed the event via new media. Finally, in terms of PR, press releases were sent out to ' numerous publications and media outlets throughout Colorado and the U.S. HIOGML/Afff SPORTS 6 ENTERTAINMENT ) events evolved) 1 Attendance numbers: We estimate that during the course of the event, 18,000 total attendees moved through the three-day event. Demographic and visitor information profiles: Although profiles were not gathered by survey, via observation and interviews it was apparent that the Gourmet on Gore audience was older and typical of the much sought after high-end, high-consuming Vail audience. The event was built to ' capture a wide range of customers to include young singles (21+) as well as couples and families. We anticipate the Average age was 45 with HHI at $100,000++. • Estimated Incremental Room Nights and Revenue Generated by Gourmet on Gore... As a bessimistic estimate, Gourmet on Gore booked approximately 6,300 incremental room nights and an infusion of $1,882,500 into the Town of Vail. The calculation was performed as follows: Incremental Room Nights Estimated attendance: 18,000 Those staying in Town of Vail lodging: 35% Average nights stay in Vail: 2 Number of people per room: 2 Total Incremental Room Nights: 6,300 Incremental Spending Estimated attendance per day: 6,000 Average amount spent per day: $125 Event days per person: 1 Subtotal spent on F&B, shopping & activities: $750,000 Average lodging price per room night: $150 Incremental room nights: 6,300 Subtotal spent on lodging: $945,000 Number of days in Vail not for event: 1.0 Number of people staying addtl. days: 1,500 Average amount spent per day: $125 Subtotal spent on non-event days: $187,500 Total Incremental Spending: $1,882,500 H00I7O1MLIJVK S EN7EN7AMMENT { events evolved) 2008 Town of Vail Return on Investment Town of Vail Investment $44,325 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $36,200 Est. Incremental Room Nights Generated 4,500 Incremental Spending Generated $1,882,500 Tax Receipts ((Sales - 4%, ST Lodging-4%) $75,300 Return on Investment through Incremental Spending in the Town of Vail: 70% VION&WR a PoRTS & ENTERTAINMENT I events evolved ) POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE Gourmet on Gore has tremendous potential for garnering additional sponsorship and media coverage. With the continued success, we are confident sponsorship will grow for 2009 and beyond. We have the right venue, the right format and the ideal audience! Besides sponsorship, in talking media exposure, we expect to secure a national magazine as a media partner moving forward on a trade basis. This begins to give us national reach and drive mass impressions for our marketing partners and the Town of Vail. HOW DID THE EVENT IMPACT VAIL'S "SENSE OF COMMUNITY"? Gourmet on Gore certainly impacts Vail's sense of community in a very positive manner. The event brings a much sought after audience together in a relaxed and comfortable atmosphere with the Town of Vail and its many merchants serving as the backdrop. SPORTS S ENTERTAINMENT 1 events evolved 1 2008 Gourmet on Gore Commission on Special Events Recap Report FINAL BUDGET ? Detailed event budget, including all revenues and expenses. Revenues: 2008 CSE Contribution $44,325 Sponsorship/ 16,250 Expo (net of commissions) Wine Glasses and Bev Sales 7.540 Total Revenues 68,115 Expenses: Event Site: Vail Mt. - TOV Permit 140 140 Event Equipment & Rental Expenses: Signage, Decorations, Supplies, Uniforms, etc. 6,300 Rental Items (dumpsters, tables, chairs, tents, porta 8,100 potties, etc.) Bands, Stages, Sound 4.650 19,050 Manpower & Related Expenses: Labor/Announcers 9,426 Town of Vail Police, Security 4.600 14,026 Public Relations/Marketing/Advertising: Public Relations 3,000 Advertising/Marketing 11,750 14,750 Administrative: Proposals/Insurance/Supplies/Phone/Postage 7,360 Management Fee 10.000 17,360 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 1.700 1,700 Total Expenses: 67,026 Net Income (Loss): $1,089 Eve ovvw?.w VAIL, COLORADO - The 3rd annual Gourmet on Gore, a food, wine and spirits open air tasting and cocktail party, held residence in the heart of Vail Village over the busy Labor Day weekend. Combining world-class wineries and spirit companies with the best food to be found in the Vail Valley, the open-air format made the traditional high-end food and wine experience more accessible to the public. Gourmet on Gore saw approximately 18,000 event participants throughout the three-day festival. New this year, and very successful was the Connoisseur's Trail Art Walk, a tour of 8 galleries with pairings of food and wine from some of the favorite Vail Village restaurants and world-class wines. It was a sell-out with 600 tickets sold. Gourmet on Gore also kicked off with a cocktail party on Friday, 5-10:00p.m, along Gore Creek Drive. Attendees strolled among the fine offerings and listened to live jazz music as the sun set for the fall evening. Saturday presented an even greater assortment of vineyards, champagnes and spirits. Wine wasn't the only temptation at Gourmet on Gore as renowned chefs served culinary delights in taste-size portions throughout the A( QUA `TOwN OF VAIN SANPELLEGRINO ',q iN1 1 ` M 4> A I N E AA4V,*,t%d Eve4 Vd" - Aiu P44V44a,? Gourmet on Gore is designed to allow participants to enjoy Vail, the atmosphere, shops, restaurants all while sampling foods from some of the best restaurants in Vail, paired with world-class wines. Gourmet on Gore featured: The Connoisseur's Trail Art Walk, food and wine pairings at eight participating galleries throughout Vail Village: • Pismo Gallery I La Tour and Steele • Vail Village Arts I Da Vinci and Climbing Winery • Vail International Gallery I Left Bank and Calistoga • Masters Gallery I Kelly Liken and Fess Parker and Saintsbury • Glaggett-Rey Gallery I Sweet Basil and Silver Oak • The Englishman. Fine European Antique Art & Furnishings I Sapphire Restaurant & Oyster Bar and Mandra Rossa • Cogswell Gallery I Matthew's and Rolling Vineyards • Vail Fine Art Gallery I Alpenrose and Chandon Participating Restaurants in Gourmet on Gore: Alpenrose, Batter Cupcakes, Blu's, Bully Ranch, DaVinci, Kelly Liken, La Bottega, La Tour, Left Bank, Ludwig's, Matthew's, Rimini, Sapphire Restaurant & Oyster Bar, Sweet Basil, Swiss Chalet, Up the Creek, and Wildflower Featured Wines/Sprits: Barefoot Wine & Bubbly, Calistoga, Canyon Wind, Casa Lapostolle, Domain Chandon, Green Point, La Crema, Moet & Chandon, Redwood Creek, Rolling Wines, Sebeka, Steele, Stonestreet and Alexander Valley Mountain Estate. Featured Sponsors: Town of Vail, Volvo, Vail-Beaver Creek Magazine, Acqua Panna & San Pellegrino Water, Vail Dentistry, Dry Soda, Palma Cigars, Moet Hennessy USA, Canyon Wind Winery, Distinguished Brands, Vail Daily, KVBA TV 8 and KZYR the Zephyr. VJ i er • ,. TOWNOF( ip ?ANNA\ DI' SAN'ELLEORINO A QUA M A G A Z I N E r au IP- J" Nom' ,vg/yvv ` IIk ?/ ,??apELLEGR?H? E??' WAL* r •? i ¦ T r mmmm? - 77 - 'beaver Crei Magazine ? 6w • L i SANPELLEGRINO ? S• 04/ - w:tw Gourmet on Gore Integrated Components Print Gourmet on Gore was promoted in multiple publications, locally and regionally. Media included Vail-Beaver Creek Magazine, and multiple ads in the local Vail Dailv, Summit. Dailv News, Asnen Dailv Times and regional The Denver Dailv News promoted the event. Programs Specific programs were also distributed for Vail's Gourmet on Gore including the glossy-style print piece and a program designed for tasting notes at Gourmet on Gore. PR Multiple Press Releases were sent to local, regional and national media outlets to garner exposure, increase participation and ultimately continue to elevate the awareness and interest of Gourmet on Gore. Event Postcards Postcards were distributed throughout the Vail Valley with sponsor logos and event information prominently featured. Event Posters Vibrant full-color posters were distributed throughout the Vail Valley with sponsor ' logos prominently featured. Event Announcer The event's professional announcer mentioned sponsors multiple times throughout ' the event. k. C? UA, ,• FYAIL ;? SAHPELLEGRIHO P, TOWN O M A G A..Z I N E ? ? Sfw.aw? Dotnvaw Gourmet on Gore Integrated Components (Cont.) Television Multiple television interviews and giveaways were broadcast throughout the Vail Valley. Event management mentioned sponsors multiple times. Radio Radio spots, live mentions and in-studio interviews promoted Gourmet on Gore and and its sponsors. Radio buys were placed on Vail's KZYR The Zephyr 97.7 FM and Denver's KOA and Smooth Jazz stations. ' Online GourmetonGore.com featured event information, sponsor logo & I.D., hyperlinks, schedules, pictures and much more. Signage On-site, sponsor logos were placed on one (1) double-sided 4'x20' town banner. ' / Vktk r r ® SANPELLEGRINO 1 q ? V? TOWN OF M A G A Z I N E AE Betteridge, Paul Gotthelf. "This event is great. It really brings a lot of foot traffic in." Designer Furs, LTD, Patricia Rigger. "Gourmet on Gore is a wonderful event - nice and mellow and complimentary of the area. People can enjoy strolling around and have a glass of wine. It's created good foot traffic for us." The Golden Bear, Joan. "I think you (HSE) do a great job. It's bringing in traffic... the right traffic." ' Gorsuch, Mercedes. "People coming into the store are pleased. There is a good energy and feel about this event." Vail Sports, Marco. "This event is definitely bringing in traffic." Up the Creek, Chef, "We do this for exposure and get the return on our money spent. We do this to let people know what we do." Laughing Monkey, "Oh yes, it is a very busy weekend." ' Forbes Sotheby's, Mark Gordon. "We've had lots of walk-ins this weekend, more than in months... it's definitely increased traffic." Master's Gallery, Rayla. "This was the best event I've ever been involved with. It was fresh, on- time, colorful. We'd like to do more of these." John Vickers, "What a great event last night. I have to hand it to everyone on how well this wine tasting event was organized, from the advertising to set-up, to the food, and of course the wine. ' You guys really pulled it off so well..." Vail Fine Art, Gretchen Greene. "We had a terrific buzz in the air all evening. This put Vail on the Destination Art Map." Claggett Rey, Bill Rey "It is the first event in my 25 years in the valley that I have seen an excitement in regards to an "Art Walk" of sorts." VM LE. AIL lk AGQUA OWN OF VAIL i SAN PELLEGRI NO ? T M A G A 2'I N E 1 Z 44, -to -0 ? LOCAL: GOURMET ON GORE (:30 second) Whet your appetite over Labor Day weekend at the 3rd annual GOURMET ON GORE Vail's food, wine and spirits tasting and cocktail party. A host of wineries and spirits from around the globe will be featured alongside the finest restaurants in the Vail Valley. Everyone is welcome to sample the fine wine and cuisine at affordable prices. Also enjoy the Connoisseur's Trail Art Walk featuring local Vail galleries. Join us for Gourmet on Gore Friday, Saturday and Sunday, August 29-31. For more information visit gourmetonizore.com or call 970.476.6797. Festival admission is free of charge. Gourmet on Gore is yours thanks to Volvo, Town of Vail, Acqua Panna and Pellegrino, and Vail- Beaver Creek Magazine. FRONT RANGE: GOURMET ON GORE (:30 second) Whet your appetite in VAIL over Labor Day weekend at the 3rd annual GOURMET ON GORE Vail's food, wine and spirits tasting and cocktail party. A host of wineries and spirits from around the globe will be featured alongside the finest restaurants in the Vail Valley. Everyone is welcome to sample the fine wine and cuisine at affordable prices. Also enjoy the Connoisseur's Trail Art Walk featuring local Vail galleries. Join us for Gourmet on Gore Friday, Saturday and Sunday, August 29-31. For more information visit Lourmetonaore.com or call 970.476.6797. Festival admission is free of charge. Gourmet on Gore is yours thanks to Volvo, Town of Vail, Acqua Panna and Pellegrino, and Vail- Beaver Creek Magazine. FRONT RANGE: GOURMET ON GORE (:15 second) Whet your appetite in VAIL over Labor Day weekend at the 3rd annual GOURMET ON GORE... Vail's food, wine and spirits tasting and cocktail parry. Visit izourmetonsore.com or call 970.476.6797. Volvo, Town of Vail, Acqua Panna and Pellegrino, and Vail-Beaver Creek Magazine. s • _ ncQun r - VMLr MWNOFVEIL j ' SAHPELLEtsRIN0 1 M A G A Z I N E Pl,?44 Ak"4?41 ? AUG. 29-31.2008 ' LABOR DAY WEEKEND /aft t go= 0[1a X- O?i.; -? CMG & COCA Pnlyrv ,? VA}? v.,. Ge Fpe[ A I nION QO TONGORE.COM . _... ' Denver Daily News Ad A , -T worn h• ."Tw 1 -TI GOURMETONG' jOjRE.COM `Jif ?Y11 Dalry 10}ItTg4?, .11L Vail Daily Ad GOURMETONGORE.COM ® JL V.tI( Poster AUG. 29 - 31, 2008 LABOR DAY WEEKEND rtv?l?l(l fll f'? r a` vJ AUG. 29 - 31. 2008 ?wlrn .C T 0. WINO S SPIRIT" AIR TAGTING S COCI(TA- PAATV VAIL V I L LA6C Farr Aa..&C.10-4 1 `ti t Postcard • • nVAa? A( QLJA ?WNSANPELLEGRINO ') ??INL -- M A G A, I N 'AUG. 29-31, 2008 LABOR DAY WEEKEND a? Pujvw? bav,? i r LABOR BOR DAY WEEKEND OOD. w 8 O-T.9 • A?u Tq STIN, G & COCItTwIL PApTY A`^ VAIL VILLAGE Ad in Vail-Beaver Creek Magazine Vail's Gourmet on Gore Program The Connoisseur's Trail (,,Arne pwz us fr,r at1 art walk through Vad Village gallenes and experience a selecbo[r -t 1;++urmet delrcatables truly sanepjtrrgs from t ids jmest restattrants. August 20th. ;:(H)-'30prn in Fail Villagi: Fw pre-x11 beet iw/unnauun .a11 9'0.476.6600 "1. 13 J The Connoisseur's Trail Ad QUA SANPELLEGRINOi?INfr'? TOWN OF VAIL M A G A Z I N