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!