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HomeMy WebLinkAbout2012 Taste of Vail Recap Combined PO Box 5663 Vail Colorado 81657 970-401-3320 A. Taste of Vail: Strength and Weaknesses : 1. Strengths: a. The lamb cookoff grew even more this year than in y ears past. We saw over 7500 people come to the event. b. The event brought both the locals and the visitors into town for the evening and is the kickoff for the weekend Taste of Vail events. c. The upscale, health conscious, outdoor enthusiasts were in town exploring, lodging, shopping and eating. We brought a market that Vail is looking for into town. 2. Weaknesses: a. The Taste of Vail Lamb Cookoff was an amazing event on a beautiful day. We heard only positive comments about the part icipant’s experience. We look forward to having this event g row. We will be looking at having this event be on Meadow Drive, Wi llow Bridge Road and Gore Creek next year. b. The recycling will be worked on more for 2013. We worked at having the products and the follow through with all restau rants will be imperative. 3. Event Budget: Attached 4. Survey: 1. Attendance: We know we had over 8,000 attendees for the Lamb cookoff from the counters we had at each entra nce. 2. 95 % are between the ages of 35-64 3. The income level is the same as our 2012 survey: $100,000-$199,999: 29% $200,000k +: 43% 4. The survey was filled out by 56% men and 44% women 5. 98% attended/graduated college and 47% had a post graduate degree PO Box 5663 Vail Colorado 81657 970-401-3320 6. The Intent to Return: The survey results were 83% h ave intent to return to event and Vail. 5. Estimated ROI to the Town of Vail The Taste of Vail Lamb Cookoff brought in over 8,00 0 people to Vail. The Hotels we had partnered with: The hotels we partnered with this year was smaller being that the event fell over the Easter Holiday. The Marriott, Vail Cascade, Sonnenalp, Sebastian, V ail Mountain Lodge Vail International, Lifthouse, Holiday Inn and Four Seasons all had a presence from the event. The lack of snow had hote ls calling to create packages closer to the event. The group that came are shoppers and foodies. They spent their money in Vail in the shop s and at the restaurants all week. The survey calculated the estimated attendance on f ull ticket passes. The estimated revenue generation for this event was $654,451 The dining, retail and activities totaled (local v isitors from Vail area coming to Vail for Taste of Vail): $41,553 Estimated Spending by overnight visitors staying in paid lodging (only those who came to Vail for TOV): $257,757 Estimated spending by all other overnight Visitors (Only those who came to Vail for TOV): $185,176 PO Box 5663 Vail Colorado 81657 970-401-3320 6. Potential for Growth and Development of Sponsorship s and media Exposure: We feel the event has more sponsorship out there a nd are currently working for 2013. This year the Easter Weekend and the lack of snow were issues we dealt with. We have several sponsors working with us right now. The media exposure we got this year was phenomenal. The press from all over the United States came to the event. Please review the information in the wrap up report . 7. How did the event impact Vail’s Sense of Community? The Taste of Vail was created specifically to have people see Vail’s true lifestyle and embrace it. We want our particip ants to explore and be with Vail the entire time they are here. The Va il brand is what we are promoting and we see this is working with the i nterest we have had for the event. We are planning an early fall e vent to continue the promotion of Vail and its lifestyle. We see that moving the events to different venues i n town and expanding the event around Vail really gave everyon e a chance to see the town as a whole. Events throughout town gave ev eryone the chance to explore the town and we saw this occur. 8. “Green Events:” What initiatives were taken to insu re compliance with the Town of Vail’s commitment to environmental sustainability: The Taste of Vail worked at being 100% compostable or have the ability to recycle. All the dishes, paper products and uten sils were compostable that Taste of Vail bought for the event. We did hav e some restaurants bring their own and we will reiterate this is not a llowed. We will ensure that this can only get better and bigger each year. Income Interest Income 10.36 Auction Revenue 11,575 Sponsor Associate 60117 Restaurant 3800 Winery 22,000 97502.36 Ticket Revenue Full Event 25120 Grand Tasting 29,211.19 Lamb Apres 41,000.00 Picnic 25,500 120831.19 Soft Goods Revenue Revenue 171 Sales Tax -3986 Total Income 214,528.55 Expense Event Expense Grand Carpet 3673 Labor 6002.76 Room Rental 10,000 Security 1430 Supplies 1835 Glasses 3500 Total 26440.76 Lamb Cookoff Best Chef 1000 Labor 360 Tents 6530 Security 1526.25 Signage 2260.7 supplies/rental 11,321 Total Lamb 22997.95 Picnic Security 825 Supplies/rental 5128.93 Tent Rental 3000 Total Picnic 8953.93 Seminars Supplies and Rental 1138.57 Glasses 3500 Beer 5600 Total Seminar 10238.57 Admin Staff 5490 AV Equipm 640.93 Hospitiality 2040.02 Photographer 1700 Signage 3340.7 Supplies -150 Volunteers 1767.5 Total other 14829.15 Total event expense 83460.36 Ad & Promotion 45,298.90 Marketing 11901.28 Printing 16,083.86 Total 73,284.04 General and Admin 30,000 Accounting 4000 Bank Charges 77.4 Comm-CC 1121.3 Dues 462 Insurance 4363 License and Fees 4562 Postages 91 Rent 2550 office Supply 782.51 Telephone 924.76 Expenses 48,934 Total Expenses 205,678.37 Net Income 8,850.18