HomeMy WebLinkAbout12proposalTOVPage 1 of 9 www.tasteofvail.com 10/17/2012
Taste of Vail
Address:
PO Box 5663
Vail, CO 81658
Date of Event: April 5 through April 7 2012
Funding Request for the 21st annual Taste of Vail $50,000
Producing Entities
1. Susan Fritz, President
2. Angela Mueller Executive Director
3. Address: PO Box 5663
Vail, CO 81658
4. Contact information
Cell 970-401-3320
E-mail info@tasteofvail.com
5. Website: tasteofvail.com
6. The Taste of Vail has occurred for 22 years.
7. Mission Statement:
The Taste of Vail’s goal is to enhance Vail’s image. Our goal is to
increase Vail’s reputation as a world-class international resort
with a serious commitment to fine food and wine and to promote
recognition of the Vail life style. The event offers a variety of
experiences on the mountain, in restaurants and hotels and to
enhance each participant’s knowledge and enjoyment of the Vail
experience.
8. Tax Status: Non Profit 501(C)(6) (Form attached)
Tax Payer ID #: 84-1163714
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The Taste of Vail will benefit a charity based in
Vail when there are extra funds from the
event.
Event Description:
1. Taste of Vail is a celebration of the outstanding food, wine,
and culture that is abundant in beautiful Vail Colorado. Events
will be held on Vail Mountain, Gore Creek Drive and with
many Taste of Vail restaurants and hotels hosting Showcase
Dinners and educational seminars. The Taste of Vail is a
volunteer organization. We rely on the Vail community to
enhance the experience of the large number or guest who
attends the three-day event from all over the world and
historically have had 40 volunteers at each event. Actual
event staff varies by the size of the event.
2. The event will be located throughout Vail: Vail Mountain, Gore
Creek Drive and many hotels and restaurants within Vail.
3. The Mountain Top Picnic will take place on Vail Mountain. The
Mountain Top Picnic gives guests the opportunity to have the
true experience of being in the mountains.
4. Because of the large numbers and scope of the event we do
require traffic control and limited street access on Gore Creek
Drive on April 5th. We have worked with the town for the
trash removal on April 5th.
5. Existing event: The Taste of Vail has been located within Vail
for the past 22 years. This year will be the same. Previous
years we have been in various hotels and restaurants
throughout Vail. The Lamb Cook-off has always been in the
Gore Creek location and will be expanding to include Meadow
drive this year and the Mountain Top Picnic has resided to the
west of the Gondola building.
6. 2011 Attendance Figures
Attendance:
Attendance figures stayed even with 2010 with an estimated
6000 attendees. There was some crossover with different
events being more highly attended than others. Estimates are
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derived from zip codes on record, total ticket sales and
tracking reports from Lone Star Security.
We estimate that we have 120 volunteers for our event.
Event staff varies for each event.
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Where Taste of Vail attendees came from
Colorado 40%
California 9%
Illinois 3%
Florida 5%
Texas 4%
New York 9%
New Jersey 2%
Michigan 2%
Georgia 2%
Other States 19%
International 7%
Total Attendee Count is derived from total ticket sales, and zip
codes of record. Financial impacts are based on the total guests
attending from out of town, including winemakers who pay all of
their expenses. The Cascade was the host hotel. Our room block
has filled every year. Our pre-event room block last year was 200
rooms at an average daily rate of over $ 200.00. In fact we book
more than our bock and the hotel reported we booked over 300
rooms. Less than 30% of Colorado attendees are local and not
considered in the room revenue estimates.
In addition to the Cascade there are many guests that are repeat
guests and winemakers who utilize accommodations from every
property from the Lift House to the Lodge at Vail.
7. Local Spending Estimates:
Total Estimated Hotel Room Revenue:
Room Nights Tue Wed Thur Fri Sat Sun
Cascade 20 55 50 60 95 20
Winemakers 10 45 40 40 40 10
Condo/Other 0 30 50 60 88 5
Total 30 130 140 160 223 35 718 Rooms
Total Room Revenue $ 143,750.00
Total Town 4.5% Tax $ 6048.00
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8. Directing non local attendees to Vail lodging options
The Taste of Vail is working on lodging packages with the
hotels in Vail. We have expanded our marketing to include
specific packages that will be offered at each of our
participating hotels. This will give the opportunity for
hotels to offer an event to their clientele and will increase
our demographic.
9. Return on Investment should town expect: The Taste
of Vail has found through our surveys that the participants
of the event have an income level in excess of $200,000.
They are highly educated and come to enjoy the culinary
arts. The group is coming here to enjoy food, wine and the
shops of Vail. Each year the town has seen an increase in
the sales tax due to the increase of shoppers. We will be
increasing the presence of Lamb, which will bring people
all the way down Meadow Drive, thus giving those retail
stores and restaurants more presence with the event.
Compliance with Town of Vail: The Taste of Vail continues to be in
agreement with goals of the special event permit process.
Green Event:
We begin by utilizing post consumer recycled paper on all collateral and
printed materials
We were innovative in our use of corn based service wear both plates and
silver.
We will have someone in charge of working on ensuring our event is as
green as possible.
We recycled as much as possible. At each station recycling is available. We
have a person at each event responsible for overseeing green practices. By
the very nature of the event we encourage public transportation and
shuttles.
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Budget:
1. Budget: See Attached
2. Funds will be used:
In past five years CSE funding made it possible for Taste of Vail to
broaden the event’s appeal. With the continued support of key sponsors
such as the Colorado Lamb Board, Fidelity, Moet Hennessy, and Stella
Artois we have continued to gather more positive impressions. In our
continuing evaluations of the events we look for ways to grow and make
the event more accessible.
3. Should the CSE decide not to support his event, will it still occur?
No
4. What Percentage of the total event budget is the CSE being
asked to fund?
Last year’s total income was $205,500. $20,000 or 10% of that came
from CSE. Taste of Vail had a loss of $10,000. We cannot continue with
deficit spending. We need the CSE to fund 25%
5. What is the $ amount of sponsorships from alternative
sources reflected in the event budget?
40%
6. What % of the total event budget do you expect the event
itself to generate? (i.e. ticket sales, merchandise, food and
alcohol sales, etc.)
50%
7. If possible, would you intend to host the event in Vail
beyond 2012? If yes, for how many years beyond 2012?
Yes. We look forward to presenting the Taste of Vail annually.
8. Do you anticipate requesting funding from the CSE next
year? Yes
If yes, given that the CSE encourages the development of
additional sponsors in order to leverage their own
investments, and anticipates that as events become
established they will become less reliant on public funds,
what %, if any, of the total event budget do you anticipate
requesting next year?
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We are looking at numerous new avenues but continue to believe
that for an event that is this important to Vail somewhere in the 20
per cent range is reasonable.
1. Marketing and PR Efforts:
1. The Taste of Vail will and is working with local and national media
advertising. This will continue. We will be working with our sponsors to
enhance the use of social media at all levels.
2. We will work with hotels where events are being held. Taste of Vail
will be responsible for working with the properties to encourage a
package weekend for Taste of Vail. The hotels will have the marketing
deck to put into their eblasts that go out from November- April.
Results we will seek:
Promote the TOV events at the properties through e-blasts and
targeted collateral.
Taste of Vail will work with their marketing committee: and they will
work closely with our PR company, Malen Yantis Public Relations, to
identify the best possible stories to build awareness and audience
attendance for 2012 TOV.
3. The Taste of Vail will create with a collateral piece that will be
distributed to ALL concierges in Vail to promote TOV wherever
possible. The Taste of Vail is rebranding itself this year. The event is
promoting the Celebration of Life in Vail.
4. The Taste of Vail will work to identify the best possible ways to
promote TOV during high season--sweepstakes promotions in Denver,
and build audience attendance. We will be working closely with our
premier sponsors to work with the International Market and their social
media contacts.
3a. The Taste of Vail will work with select wineries on a program to
promote TOV to their wine club members, through their social media
channels, etc.: building audience attendance
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5. Taste of Vail has many in kind sponsor who make significant
contributions or real value and we have commitments from them again
this year. Vail Resorts is our premier sponsor and we will be working
closely with them this year in promoting the event. Last year Taste of
Vail continued with cash sponsorship relations with San Pellegrino water,
Stella Artois and American Express. In a weakening market economy we
felt pleased to maintain those relationships. We currently have
sponsorship interest express by past partners as well as some that are
new. Our marketing outreach continues in the form of a campaign to
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keep Taste of Vail in the public eye all year round. We are currently
working on a local and national partnership campaign.
1. Through the help of our PR firm media outreach was bigger. We were
able to obtain larger national media exposure in the New York Times, USA
Today, Getty Images and various airline magazines, and luxury lifestyle
placements.
3. Previous Years Event Evaluation: Please see attached
Income and expense statement
4. Board of Directors:
1. Susan Fritz: Owner, Sapphire Restaurant
2. TJ Armstrong: Owner, Blus
3. : Owner, La Tour
4. Randall Martinez: Owner, Tandem Marketing
5. Mickey Werner: Manager, Alpine Wine and Spirits
6. , Manager; Two Elk Restaurant Vail Resorts
7. Greg Moffet, Owner Tiga Advertising
8. Allison Krausen, Business Consultant