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