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2010 Post-Event Recap Report TOV Commission on Special Events 1) EVENT OVERVIEW The 5th annual Gourmet on Gore, an open-air tasting event, was once again a huge success. This popular
event paired world-class wines, beers and spirits with the best food from throughout the Vail Valley. Located in the heart of Vail Village between Gore Creek Drive and Bridge Street
during the busy Labor Day Weekend, September 4 & 5, 2010, The Event featured ten wine tents and 25 restaurant and sponsor booths. Vail Valley restaurants offered specialty dishes, in
tastesize portions, which could be paired with the wide assortment of wine, beer and spirits being poured. Winemakers and brand managers were on hand to discuss their wine selections
and educate the public on the tasting process. Some of the strengths and weaknesses of the 2010 Gourmet on Gore are as follows: • Marketing and PR campaigns were very successful assisting
with the most trafficked Gourmet on Gore in the history of the event, bringing the right people to the event. • Media included television, radio, print, and new media. • 2010 sponsors
included – Bonterra Vineyards, Town of Vail, Stella Artois, Acqua Panna, S. Pellegrino, Macanudo Cigars, Loki Gear, Vail Daily, TV8 and KZYR the Zephyr. • Estimated attendance/visitors
in Vail during the weekend of Gourmet on Gore 20,000-30,000. • Numerous restaurant vendors reported that this year was the best Gourmet on Gore ever. • The green initiatives play a key
role in this unique culinary event, Highline is proud of the eco-minded efforts surrounding this event with such high attendance and participation from multiple restaurant vendors. •
The venue was clean and classy, with all white tents and a matching Gourmet on Gore color palette for linens etc. • Gourmet on Gore not only offers a unique culinary/tasting experience
at affordable prices, but also a fun resort experience, sense of community and increased quality of experience for guests and residents during a holiday weekend. • There was a strong
mix of food and beverage options and a few new restaurants joined this year. • We moved to a cash venue this year, which helped to deter confusion and create an even easier experience
for vendors and guests.
• Several restaurants experienced extreme success, which included selling out of food and gaining strong reservations for the weekend as a direct result from the event. • In some cases,
restaurants still need to prepare more food to last the duration of the event. • In moving to a cash venue nearing the start of the event, it created less of an opportunity to incorporate
Gourmet on Gore packages into lodging packages. • We saw conflicts with a few vendors not returning because they were already locked-in to the Farmer’s Market and didn’t want to be fined
if they pulled out of the Sunday event.
2) EVENT BUDGET ! Detailed event budget, including all revenues and expenses. Revenues: 2010 CSE Contribution $50,000 Sponsorship/Expo (net of commissions) 23,450 Wine Glasses and Bev
Sales 10,855 Total Revenues 84,305 Expenses: Event Site: Vail Mt. -TOV Permit 140 140 Event Equipment & Rental Expenses: Signage, Decorations, Supplies, Uniforms, etc. 7,400 Rental Items
(dumpsters, tables, chairs, tents, porta potties, etc.) 12,500 Bands, Stages, Sound 8,500 28,400 Manpower & Related Expenses: Labor/Announcers 12,100 Town of Vail Police, Security 4,850
16,950 Public Relations/Marketing/Advertising: Public Relations 5,000 Advertising/Marketing 18,000 23,000 Administrative: Proposals/Insurance/Supplies/Phone/Postage 7,300 Management
Fee 6,715 14,015 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 1,800 1,800 Total Expenses: $84,305-Net Income (Loss): $0-
3) MARKETING/PR OVERVIEW See Marketing and PR Highlights, in accompanying PowerPoint presentation. 4) HOW WERE PARTICIPANTS AND/OR ATTENDEES DIRECTED TO BOOK LODGING? Participants and
guests were directed to vail.com where the Vail Summer marketing campaign included area lodging specials in the area. There was not an official lodging partner on this event so advertising,
website and email blasts were not specific to any one lodging partner or website for this holiday weekend event. 5) EVENT SURVEY RESULTS Awaiting final results per post-event online
survey. a. Attendance numbers and demographic profile: i. Estimated Event Attendance – 20,000-30,000 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 estimate
the average age was 45 with HHI at $100,000++. b. Estimated spending by event attendees: Please Please See ROI Model that follows c. Visitor Intent to Return and Satisfaction Ratings
TBD
Estimated Incremental Room Nights and Revenue Generated by the 2010 Gourmet on Gore… As a realistic estimate, Gourmet on Gore generated an estimated 7,000 incremental room nights and
an infusion of $2,375,000 of spending into the Town of Vail. The calculation was performed as follows: Incremental Room Nights Estimated attendance: 20,000 Those staying in Town of Vail
lodging: 35% Average nights stay in Vail: 2 Number of people per room: 2 Total Incremental Room Nights: 7,000 Incremental Spending Estimated attendance per day: 10,000 Average amount
spent per day: $125 Event days per person: 1 Subtotal spent on F&B, shopping & activities: $1,250,000 Average lodging price per room night: $125 Incremental room nights: 7,000 Subtotal
spent on lodging: $875,000 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: $2,375,000
2010 Town of Vail Return on Investment Town of Vail Investment $50,000-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). $100,000-Est. Incremental Room Nights Generated 7,000 Incremental Spending Generated $2,375,000 Tax Receipts ((Sales -4%,
ST Lodging-4%) $95,000 Return on Investment through Incremental Spending in the Town of Vail: 90%
6) 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, and pending economic improvement we are confident sponsorship will grow for 2011 and see the opportunity to host tasting events and tasting seminars within and around
the event. Besides sponsorship, in talking media exposure, we are working to secure a national magazine as a media partner moving forward on a trade basis. This begins to give us national
mass impressions for our marketing partners and the Town of Vail. 7) HOW DID THE EVENT IMPACT VAIL’S “SENSE OF COMMUNITY”? Gourmet on Gore does an excellent job of impacting Vail’s sense
of community. This event offers a relaxed and comfortable atmosphere to showcase Vail’s culinary delights through a unique event platform, with the Town of Vail and its merchants as
the perfect complement. Gourmet on Gore features a variety of pairing opportunities, within a classy, clean venue which aligns nicely with the world-class resort that visitors and locals
alike know and love. 8) HOW DID THE EVENT SHOW A COMMITMENT TO A SUSTAINABLE ENVIRONMENT? Please see slide in the accompanying PowerPoint presentation.