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HomeMy WebLinkAbout2011VRM_live_wrap_presentation_finalYear 2: BIGGER & BETTER! Vail Restaurant Month Launch year: 2010 15 restaurants 9 hotels & resorts Events rated high satisfaction Many first time visitors to Vail $35,ooo in cash sponsorship as promised VRM attracts awareness: 250,000 website visitors Postcards and posters in Vail Attracted high spending guests This year: 2011 21 restaurants 12 hotels & resorts Events attract large audience and sell-outs 57% increase in first time visitors to Vail $50,000 in cash sponsorship as promised Interest in VRM grows: 602,000 website visitors Large banners in Lionshead and Vail Village $1.84 million in lodging and restaurant revenue 1 1 - Intercept Insights Research Study, 2011 Terra Bistro has seen the opportunity to increase its profitability dramatically during the past two Vail Restaurant Month time periods. …A high-quality, business-generating event. Frank Johnson General Manager Vail Mountain Lodge VRM brought many new faces to the area. Many guests we talked to were here for the first time. …We are looking forward to another successful year in 2012. Kelly Liken Chef/Owner Restaurant Kelly Liken PARTNER TESTIMONIALS The Sonnenalp Resort of Vail can report increases in lodging and restaurant covers in September and October that are directly due to Vail Restaurant Month. …Vail in fall has benefited greatly from this wonderful four week event. Patricia McNamara Director, Sales & Marketing Sonnenalp Resort of Vail La Tour has seen significant growth in the event year over year. …We couldn't be more supportive of this event that occurs during our fall season. Lourdes Ferzacca Owner La Tour Restaurant & Bar PARTNER TESTIMONIALS Vail Restaurant Month = Vail brand compatibility  Focus on Vail fall beauty  Diverse culinary events  Connection to outdoor activities  Top satisfaction ratings 2 years in a row  Interactive events: cooking classes, running & cycling events, foodie activities for kids and families  Market to Table and Health/ Outdoors Weeks complement natural, authentic brand values VRM contributes to a balanced annual calendar of events  VRM delivers non-stop events and activities for 4 full weeks during the fall season  VRM is now the anchor event in fall  VRM theme weeks celebrate everything Vail has to offer in the fall Growth potential: how BIG can it become?  In 2011, VRM events at over 30 high profile venues… growing each year!  VRM has the media relationships to drive attendance from Denver Front Range and national markets  VRM has invested in a dynamic website that has delivered 602 million visitors in 2011, an increase of 141% over 2010  VRM increases hotel and restaurant participation every year  VRM attracts new visitors every year – in 2011, 82% of VRM attendees were first time visitors to Vail 1  VRM drives paid lodging results for Vail - 94% stayed in paid lodging in the Town of Vail 1 Intercept Insights research study 2011 I Openers produce an event that is compatible with a world-class resort   I Openers has deep expertise and an 11-year track record in luxury, culinary and destination programs   IO President is former Associate Publisher of Food & Wine, Bon Appétit, and Condé Nast Traveler, and Group Publisher of Modern Bride   VRM team has a track record of successful audience-building for major events in Vail and other luxury destinations   Partners and participating hotels and restaurants include the best-in- class in their categories  Attendee satisfaction ratings are proof each year that VRM is a match to the word-class brand of Vail Sponsors  VRM national sponsors see great potential in our 4 week event series  Sponsor dollars increased $35k to $50k from 2010 to 2011  VRM only aligns with prestigious partners that have compatibility with the Vail brand Media exposure  Local promotion doubled in 2011 in Vail Daily and local radio  Front range promotion: The Denver Post / DenverPost.com, KOSI radio, Tattered Cover, Colorado-wide retail display campaign  National promotion: Food Network Magazine, Runner’s World, Bicycling magazine  2011 VRM and partner promotions delivered: 29 million consumer impressions VRM attracts sponsorships and media exposure VRM increases room nights for Town of Vail in the fall •  Total room nights from attendees in Vail in whole or in part for VRM 2011: 3,973 • Estimated average nightly rate in Vail during VRM $234 • Total lodging revenue from attendees in Vail in whole or in part for VRM 2011: $929, 682 [Source: Intercept Insights study 2011] VRM benefits Town of Vail restaurants in the fall • Total dining revenue from attendees in Vail in whole or in part for VRM 2011: $914,710 • Major exposure for 2011 VRM restaurant partners on website, Facebook, in marketing and media coverage, total consumer impressions: 29 million [Source: Intercept Insights study 2011] VRM contributes to Vail’s sense of community   “Little Foodies in the Kitchen” program – afterschool enrichment for Vail kids   VRM supports Fresh Approach initiative for healthy food in Vail schools   VRM partners with and promotes Vail Farmers Market   Events designed to attract the local community during VRM: Happy hour parties and events at Terra Bistro, Larkspur, and Sweet Basil   VRM designed to promote teamwork in the culinary community… Town of Vail restaurants are invited to partner with us VRM promote visitor intent to return   All events in VRM are design for maximum attendee satisfaction   Overall attendee satisfaction rating, VRM 2011: 4.3 (out of 5)   Attendee intent to return: 74% very or extremely likely to return   VRM actively collects customer data and maintains contact all year long via emails, newsletter and Facebook   VRM currently has 1,100 Facebook fans   VRM website educated 602,000 visitors in 2011 about all Vail has to offer in fall Vail Restaurant Month 2012 In planning for 2012:  Another large "driver” event: Ticketed “Iron Chef”-style competition event  Winemaker dinners for Australian and New Zealand wineries to complement VLMD 2012 international initiatives  Dine-around and Spa-around for locals and weekend guests  Community engagement with continuing and new local charities WE'VE JUST BEGUN!! Thank you to the entire CSE Board for supporting Vail Restaurant Month!