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HomeMy WebLinkAboutGOG_2011_Recap_TOV2011 Event Recap Prepared for Town of Vail October 2011 Event Summary The sixth annual Gourmet on Gore, an open-air gourmet 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. •The event took place in the heart of Vail Village on Gore Creek Drive and Bridge Street •Gourmet on Gore happened over the busy Labor Day weekend, September 3-5, 2011 •New this year, Brunch on Bridge Street was added to the schedule on Labor Day from 10am-2pm •Vail Valley restaurants offered specialty dishes in taste-size portions, which were be paired with a wide assortment of wine, beer and spirits from around the world •Stella representatives were on hand to discuss the pouring process and beer selections as well as to educate the public and the serving staff Event Snapshot •Located in the heart of Vail Village, Gourmet on Gore took place along Gore Creek Drive and Bridge Street •Two beer stations, winemaker stations, restaurant and sponsor booths •Total in-town attendance was estimated to be more than 30,000 throughout the weekend •Print: 250,000+ impressions •Internet: 108,100+ impressions Open-air Tasting Event •Wide assortment of beers, wines, champagnes and spirits at the open-air tasting event from 35+ vendor tents •Renowned chefs served culinary delights throughout the day at crowd pleasing prices •Guests loved the assortment of restaurants, high quality brands, and variety of beers available Brunch on Bridge Street •Wide assortment of beers, wines, champagnes and spirits at the open-air tasting continued with 11 expo tents and •Culinary delight included a mix of breakfast-inspired dishes •Of the restaurants, 8 served a breakfast item as part of their menu •Guests commented that the venue was lively and restaurants in the venue commented that they would participate again Kids’ Culinary Corner New this year Gourmet on Gore is excited to cater to our chefs in training! The Kids Culinary Corner included cookie decorating presented by Rimini, culinary crafts and musical fun brought to guests by Sera Schools. The kids not only were able to create their own chef hats, use their artistry skills to decorate cookies and even create their own instruments. Restaurant Participation •Batter •Big Bear Bistro •Bistro Fourteen •Blu's Restaurant •Bully Ranch •Campo de Fiori Ristorante •CoCo Bar •Game Creek •La Bottega •Larkburger •Larkspur Restaurant & Market •La Tour •Lord Gore •Matsuhisa Vail •Pepi's Restaurant •Rimini •Sweet Basil •Up the Creek Beer, Wine and Spirits •Breckenridge Vodka •Breckenridge Bourbon •Chandon California Sparkling •Cloudy Bay Vineyards •Cuvaison •Domaine Chandon •Finlandia •Hoegaarden •Jack Daniel’s •Lapostolle •Leffe •Newton Vineyard •Moet and Chandon •Rombauer Vineyards •Silver Oak •Stag’s Leap •Stella Artois •Terrazas de los Andes •Tuaca •Twomey Additional Participation •Acqua Panna •Burton’s Maplewood Farm •Carrie Fell Gallery •DRY Soda •Habitat for Humanity •Loki •Macanudo Cigars •Kids’ Culinary Corner presented by Rimini •Rotary Club Duck Race •San Pellegrino •Sera Schools •Slifer Smith & Frampton Real Estate •Snowboard Outreach Society FEATURED SPONSORS: Gourmet on Gore was presented by Stella Artois, Town of Vail, Moet & Chandon and Slifer Smith & Frampton Real Estate and was sponsored in part by Acqua Panna, San Pellegrino, Macanudo Cigars, Loki Gear, Vail Daily and KZYR The Zephyr. Additional Participation Stella Artois returned as a sponsor for the third year adding to the classy event, with décor, a variety of beers and numerous pouring stations. •With the purchase of a glass of Stella Artois, Hoegaarden or Leffe, the guest received a complimentary glass custom to the brand to not only compliment the environmental efforts but the glasses could be used as a souvenir to take home Moet & Chandon joined as a sponsor this year which also added to the atmosphere at Gourmet on Gore. A wide variety of Moet Hennessey brands were featured throughout this open-air tasting event. •An added element was a champagne toast to sponsor, Carrie Fell Gallery, who designed the new logo and provided complimentary posters and signings throughout the weekend Slifer Smith & Frampton Real Estate participated with a wide variety of information about the Vail Community, listings available for sale and marketing pieces showcasing a variety of Vail offerings including mountain lifestyle activities Green Efforts •All vendors were required to use compostable service ware •Event producer worked with the Town of Vail and a local charity who supplied volunteers to man the “Zero Hero” compost, waste and recycle stations to capture the over 7,000 compostable wine cups and food waste •Several additional trash bins were made from recycled coroplast signs that were re-engineered into a foldable trash can, similar to the cardboard event boxes from the town •Event director and two staff members hand sorted 50 percent of all garbage, recycling and compost to ensure segregation of these different waste streams •Highline’s event director estimates that between recycling, trash and compost 70 percent of the waste stream was diverted from the landfill to other sources •Stella Artois enhanced the green efforts by supplying glassware that came with each beer purchased and could be reused throughout the event and taken home as a souvenir Marketing: Advertising and PR •Print ads - Gourmet on Gore was promoted locally in the Vail Daily –Vail Daily - 15,000 circulation with multiple insertions including 5 full page ads and multiple half page, quarter page and filler ads –Vail Daily Weekly – 12,000 circulation with multiple insertions including 2 full page ads •Several news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets –The estimated number of impressions from PR campaign was more than 200,000 from more than 20 placements Marketing: Digital •Event information was included in email blasts from numerous organizations, including Town of Vail, Sonnenalp Resort of Vail and Vail Mountain Lodge and Spa •Event information, sponsor logos and hyperlinks were all featured online on the official event page, www.gourmetongore.com Marketing: Social Media Facebook •Information about the event was distributed through the event’s official Facebook page, facebook.com/gourmetongore Twitter •Information and content about Gourmet on Gore was distributed through the event’s official Twitter handle, @GourmetonGore Gourmet on Gore: Print and Display Event Poster & Event Postcard Gourmet on Gore: Print and Display Event Program Front/Back Gourmet on Gore: Print and Display Event Program Inside Gourmet on Gore: Print and Display Vail Daily and Vail Daily Weekly advertising examples full page and half page wrap Gourmet on Gore: Print and Display In-town signage A-frame schedule, Kids’ Culinary Corner and Town of Vail Banner Thank you once again for being part of Gourmet on Gore