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HomeMy WebLinkAbout2012 Taste of Vail Fall ProposalPage 1 of 8 www.tasteofvail.com 5/29/2012 Taste of Vail Address: PO Box 5663 Vail, CO 81658 Date of Event : October 5th and 6 th , 2012 Funding Request for the Fall Event annual Taste of Vail $30,000 Producing Entities 1. Taste of Vail 2 . Angela Mueller Executive Director 3 . Address: PO Box 5663 Vail, CO 81658 4. Contact informatio n Cell 970-401-3320 E-mail info@tasteofvail.com 5. Website: tasteofvail.com 6. The Taste of Vail has occurred for 22 years in April. The goal of the event is to have an event that meets the needs of the restaurants in the valley by expanding to a different time of the year to continue our branding of Vail. We are looking at October 5 and 6 th , 2012 Page 2 of 8 www.tasteofvail.com 5/29/2012 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 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 within the restaurants of Vail as a progressive dinner on Friday with wineries and Colorado Proud products and produce involved. Saturday, Gore Creek Drive, Meadow Drive will be the location with many Taste of Vail restaurants and hotels and businesses being a part of the event to promote their fall and winter products. The Taste of Vail is a volunteer organization. We will rely on the Vail community to enhance the experience to the large number of guests who will attend the two- day event and we are looking at 40 volunteers at each event. Actual event staff varies by the size of the event. 2. The event will be located throughout Vail: Several Va il Restaurants on Friday and on Saturday, Gore Creek Drive and Meadow Drive. 3. Because of the large numbers and scope of the event we wi ll require traffic control and limited street access on Gore Creek Drive on October 6th. We will work with the town for trash removal and follow strict standards of the Green Events Checklist. 4. Existing event: The Annual Taste of Vail has been locate d within Vail for the past 22 years. This will be the inaugural fall event. This event will be the same. This October event: Friday will be held from 4:00- 6:30 pm within all the participating restaurants in Vail. There will be three wineries per restaurant and each restaurant will have Colorado proud items to use for their appetizers for the night. Page 3 of 8 www.tasteofvail.com 5/29/2012 The event is based on a progressive dinner program, where people will move on to next restaurant on their list, so every restaurant gets the customers in the location. Saturday: Will be held on the streets of Vail in the Gore Creek location and on Meadow Drive with the lifestyle businesses being a part of this event, engaging customers in the next season of Vail. The Colorado Proud participants will be ensuring the restaurants have product to produce their tastings for the day. The event will be from 3:30-6:30 5. 2012 Attendance Figures Attendance: Attendance for this event: We are planning on being within the 5000- staying even with events that are end of September. We estimate that we have 80 volunteers for our event. Where Taste of Vail attendees came from in April 2012 Colorado 55% California 7% Minnesota 4% Illinois 3% Florida 5% Texas 3% New York 9% Michigan 2% Other States 7% International 5% Total Attendee Count is derived from a survey and total ticket sales from our Annual April event. We will be looking 7. Local Spending Estimates: Total Estimated Hotel Room Revenue: Room Nights Wed Thur Fri Sat Sun Hotel 5 5 60 65 10 Winemakers 5 5 40 40 10 Condo/Other 0 5 20 20 5 Page 4 of 8 www.tasteofvail.com 5/29/2012 Total 30 15 120 125 25 215 Rooms Total Room Revenue $ 38,700 Total Town 4.5% Tax $ 1741.50 8. Directing non local attendees to Vail lodging option s 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. We will be marketing with each location through social media. 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. This event will give the customers a chance to be at the restaurants and taste their food. This will help with repeat business and travel. The premier year we will be promoting more heavily in Colorado and nationally via our social media and email blasts. We want to promote the Vail brand with our event every time we market the Taste of Vail. You see with our spring event we brought in over $600,000 into the town. We feel we can work toward this for our fall 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. The event will be 100% compostable at the outside event. We will ensure that restaurants all follow the rules set forth. Page 5 of 8 www.tasteofvail.com 5/29/2012 Budget: 1. Budget: S ee Attached 2. Funds will be used: C SE funding made it possible for Taste of Vail to broaden the event’s appeal. The premier opening of this event will rely on the funding from the CSE to promote the event within Colorado and nationally. Our support of our key sponsors such as the Colorado Lamb Board, Moet Hennessy, and Stella Artois will allow us to have continued support to gather more positive impressions. Should the CSE decide not to support his event, will it still occur? No 3. What Percentage of the total event budget is the CSE being asked to fund? We are budgeting Gross Revenue to be 122,300. We are asking for 25% of the total budget. 4. What is the $ amount of sponsorships from alternativ e sources reflected in the event budget? 31% $39,000.00 We are looking and have several new sponsors interested in this fall event. The idea of being able to promote twice in the Valley has had a large impact. 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.) 47% 6. If possible, would you intend to host the event in V ail beyond 2012? If yes, for how many years beyond 2012? Yes. We look forward to having a fall/end of summer event to promote the Vail Brand and Vail Restaurants with food and wine. 7. Do you anticipate requesting funding from the CSE ne xt 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 Page 6 of 8 www.tasteofvail.com 5/29/2012 established they will become less reliant on public funds, what %, if any, of the total event budget do you anticipate requesting next year? 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 restaurants and 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 July- October. 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 2012-13 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 Page 7 of 8 www.tasteofvail.com 5/29/2012 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 and Stella Artois. 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 keep Taste of Vail and the Vail Brand 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 will e xpand with having two events throughout the year. We will be able to obtain larger national media exposure in the New York Times, USA Today, Wine Spectator and various airline magazines, and luxury lifestyle placements. 3. Previous Years Event Evaluation: Please see attached See budget: First year Inaugural budget 4. Board of Directors: 1 . Randall Martinez: Owner, Tandem Marketing 2 . Chris Chantler: Owner Vail Mountain Coffee Roasters 3 . Susan Fritz , Retired Restaurant owner 4. Doug Wooldridge, Manager; Two Elk Restaurant Vail Reso rts Page 8 of 8 www.tasteofvail.com 5/29/2012 5. Greg Moffet, Owner Tiga Advertising 6 . TJ Armstrong, Owner Blus 7 . Flynt Payne, Director of Food and Beverage, Sebastian Income Fall Budget Associate $25,000.00 CSE $30,000.00 Restaurant $4,000.00 Winery $10,000.00 $69,000.00 $58,000.00 $300.00 -$5,000.00 $122,300.00 Events Progressive Dinner $15,000.00 Colorado Proud Street Event $15,000.00 $11,000.00 Decorations $200.00 Signage $2,000.00 Volunteers $1,000.00 $1,000.00 $45,200.00 $21,000.00 Marketing $10,000.00 Printing $10,000.00 $41,000.00 $2,500.00 $10,000.00 $100.00 $2,200.00 $8,000.00 Insurance $4,000.00 $500.00 Postage $100.00 $1,000.00 $500.00 Telephone $1,000.00 $29,900.00 $116,100.00 $6,200.00 Sales Taxes A uction Revenue Sponsor Revenue Total Sponsor Revenue Total Ticket Revenue Soft Good Revenue Total Revenue Expenses Other Event Costs Administrative Staff Wine Storage Statiionery/Office Supply Total Other Event Costs Advertising Total Advertising and Promotion Administration Accounting/Legal Administration Bank Charges Comm-Credit Card Comm-Sponsor Licenses & Fees Rent-Storage Total AdministrationCosts Total Expenses Net Income