Loading...
HomeMy WebLinkAboutVRM2011_WrapReport_fullPresentation_finalPresented by I Openers to the Town of Vail Commission on Special Events November 2, 2011 2011 Wrap Report VAIL RESTAURANT MONTH AND THE TOWN OF VAIL * TABLE OF CONTENTS * VRM Mission and Synergy with CSE and VLMD Event Description Second Year Successes Partner Testimonials Demographics and Attendance Research Study Highlights Marketing Highlights Budgets and Funding Summary event description VAIL RESTAURANT MONTH is a 4-week event celebrating our signature restaurants, hotels, retailers during this beautiful season. We themed the 4 weeks to describe the Vail lifestyle during the fall: “Market to Table”, “Health/Wellness/Outdoors”, “LoveFest” and “Family/ Little Foodies in the Kitchen”. Vail Restaurant Month has become the signature event for Vail in the fall season. VRM supports the CSE and VLMD mission for economic vitality and an increased quality of client service and event experience for Vail residents and for repeat and new visitors. 2nd Year Successes •  Over 8000 attendees at the VRM “Market to Table Week” Sunday Farmers Market, an increase of 33% over 2010 •  Many SOLD OUT events •  Increases in weekend covers and per-diner spending at participating restaurants •  Delivers significant lodging revenue and overnight stays in Town of Vail [Intercept Insights Research Study 2011] 2nd Year Successes Brand new events and high profile event highlights: •  Sonnenalp Fashion Show •  “Run Ride Refresh” with Runner’s World and Bicycling Magazine at Vail Chophouse •  “Little Foodies in the Kitchen” cooking classes and dinners all over Vail •  “Whole Hog” event at Restaurant Kelly Liken •  (Belvedere) RED charity & mixology event at Masters Gallery with 5 Vail restaurants •  NY Times food columnist Martha Rose Shulman cooking class and dining event at Terra Bistro 2nd Year Successes •  More charity alignments – Local elementary schools, Red Ribbon, Fresh Approach •  Major interest and excitement than ever about VRM: website traffic more than doubled: 602,000+ visits •  Facebook page grew to 1,155 fans with lots of daily engagement Sold out events… Big attendance… Happy visitors… …Revenue for Vail. A big “THANK YOU”  for your tireless support in creating the Vail Restaurant Month concept and shepherding it to completion for the past two years.  Having spent almost 25 years trying to build “non-ski season” business in Vail, I believe that this type of event continues to have potential to grow both visitation and actual restaurant revenues during a period when there is little tourism, outside of some fall weddings and meeting events.  Those businesses that are too small or do not have the facilities to capitalize on those two sources of visitation are grateful for your efforts to attract another market, and create an aura around Vail as a “culinary mecca.” Terra Bistro has seen the opportunity to increase its profitability dramatically during the past two Vail Restaurant Month time periods. Per person average has increased over 65%, due largely to building enough demand to enable us to discontinue the “50% off” discount mentality that has prevailed during this time period in the past.  We have been able to reduce our overall labor cost  significantly, resulting in greater profitability than has been experienced in prior fall time periods. All in all, this is a well-designed and promoted event and one that I believe can continue to grow over the next several years. Thanks again for your imagination and dedication to producing a high-quality, business-generating event for the smaller properties in Vail.  Frank Johnson General Manager Vail Mountain Lodge partner testimonials The second year for VRM brought many new faces to the area. Many guests we talked to were here for the first time. As we all know, getting them in the door for the first time is half the battle. The cross-business elements of the events also promotes a sense of camaraderie between other restaurants and businesses here in Vail. We are happy to have been a part, and we are looking forward to another successful year in 2012. Kelly Liken Chef/Owner Restaurant Kelly Liken partner testimonials (cont.) partner testimonials (cont.) 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. In fact, Vail in fall has benefited greatly from this wonderful four week event. Patricia McNamara Director of Sales and Marketing Sonnenalp Resort of Vail partner testimonials (cont.) We think VRM is great for the community. La Tour has seen significant growth in the event year over year. We look forward to seeing what I Openers is planning that's new and good for the restaurants in 2012! We couldn't be more supportive of this event  that occurs during our fall season. Lourdes & Paul Ferzacca Owners/Chef La Tour Restaurant & Bar partner testimonials (cont.) Vail Resorts Hospitality was extremely excited to work again with Vail Restaurant Month, including our participation in the “Little Foodies in the Kitchen” program with the Eagle County School District.  This great program gives students the opportunity to learn about the importance of healthy eating and explore their creativity in the kitchen.  Students had an amazing, once in lifetime, chance to cook in local kitchens alongside professional chefs.  Vail Resorts Hospitality has been pleased to support Vail Restaurant Month in their efforts to promote this fantastic program.   Pete Hayda Vail Area Director of Sales & Marketing Vail Resorts Hospitality / RockResorts Sydney Hennis Operations Administrative Assistant Vail Marriott Mountain Resort & Spa • 41% of respondents came to Vail, CO specifically because of VRM (a 37% increase over 2010) • Of those who came to Vail, CO for VRM, 82% were first time visitors (an increase over 2010 of 57%) • Intent to Return to Vail Restaurant Month – 74% rated “Very likely or Extremely likely” (a 6% increase over 2010) • 40% were staying in paid lodging, of which 94% stayed in Vail (an increase of 32% over 2010) • 20% of attendees were out of state overnight guests who came to Vail specifically for VRM 2011 Vail Restaurant Month study by Intercept Insights Sample size 122 online survey respondents research: key findings & highlights 35% Male, 65% female Average age: 46 Average group size: 3.5 Strong spenders on lodging, dining, activities, and shopping Average nights stayed in Vail, CO of those who came for VRM: 3.1 Most (40%) visited with their spouse/ significant other 57% had children 2011 Vail Restaurant Month study by Intercept Insights demographics & attendance strengths  VRM brings major restaurant revenue and overnight visitorship to Vail in the fall  VRM delivers ROI for the Town of Vail: $1.84 million 1  VRM increased cash sponsorship by 43% year over year  Revenue from VRM events and activities go to participating Town of Vail restaurant and hotels  50+ Singular Events 1 - Please note this represents estimated revenue only from those who came to Vail specifically for VRM, the estimate total revenue from all VRM attendees was approximately $4 million – Source: Intercept Insights Research Study, 2011 strengths (cont.)  VRM showcases Vail’s culinary stars and a variety of dining experiences  On a scale of 1-5, VRM attendees rated VRM 4.3 on total satisfaction  Third party research to support continuation and growth of VRM  High spending attendees during VRM  High impact PR & media impressions  Impressive web traffic on VailRestaurantMonth.com  VRM is committed to increasing profitability in hotels and restaurants in the fall season! * 2010 Vail Restaurant Month study by Intercept Insights challenges & opportunities To continue to increase attendance and revenue we need:  MORE TENT-POLE TICKETED EVENTS  To produce more major events, we need the budget to add staffing and to support increased event production spending  National advertising to Vail’s key feeder markets  More coordination with hotel partners to leverage large group sales opportunities  VRM welcomes participation from even more Town of Vail restaurants and hotels in 2012!  VRM successfully promoted its 4 week event to focus on driving Denver Front Range participation, delivering 29 million consumer impressions across multiple platforms of ads, promotions and media coverage (print, digital, radio, social networks, email, and onsite)  Vail Restaurant Month banners in Lionshead and Vail Village for a full 4 weeks  VailRestaurantMonth.com received more than 602,000 visits August – October 2011  Vail Restaurant Month has over 1,100 engaged fans on Facebook – and growing  I Openers was able to negotiate support by media and promotional partners who created campaigns to drive visitorship and overnight stays in Vail, including Food Network Magazine, The Denver Post, Runner’s World, Bicycling Magazine, KOSI radio, and Tattered Cover Bookstores marketing: results & analysis • CSE provided $45,000 for second year • I Openers delivers on commitment: I Openers secured $50K in paid sponsorship fees as projected in 2011 funding application, a 43% increase over launch year 2010 • I Openers is already aggressively pursuing cash sponsors for 2012 • VRM will continue to pursue in-kind support from VRM lodging and restaurant partners in order to reduce events costs • VRM will continue to seek out new potential revenue streams such as revenue shares on ticketed events and digital advertising sale son the VRM website budget & funding • Independent research reported a $1.84 million in revenue for participating hotels and restaurants directly attributable to VRM this fall • Attendees of VRM events report extremely high satisfaction and desire to return to the event each year! • VRM is now the “talked about” anchor event for Vail in the fall driving overnight stays and participation in 50+ events • VRM is a tentpole event showcasing our culinary talent and variety of restaurants in Vail • Each year, VRM delivers more cash sponsor support • VRM fosters a strong sense of community through growing local participation of restaurant, hotels, resorts, businesses and organizations in the Town of Vail • VRM’s “Little Foodies in the Kitchen” is creating ambassadors for a healthier lifestyle, through after school programs and our affiliation with The Eagle county schools • VRM increases its support of important local charities every year SUMMARY Thank you to the entire CSE Board for supporting Vail Restaurant Month!