HomeMy WebLinkAboutTaste 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 ######
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 Renta 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 ######
Net Income 8,850.18