HomeMy WebLinkAbout2012 Farmers Market RecapEvent Recap: Vail Farmers’ Market and Art
Show
Photo by Jack Affleck
Vail Farmers’ Market and Art Show:
June 17-September 30th, Sundays 10 AM- 3:30 PM
Office: 970-401-3320
Mobile: 970-401-3320
vailfarmersmarket@gmail.com
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Town
of
Vail
|
CSE
|
12/15/11
Vail Brand Compatibility
3
Town
of
Vail
|
CSE
|
12/15/11
Standard of excellence met by:
• The Vail Farmers’ Market and Art Show brings the active outdoor
enthusiast into town. The guest takes time to explore our town by
exploring the streets of Vail. The
market
has
created
a
sense
of
community
in
Vail,
where
the
locals
can
come
and
have
lunch
and
purchase
their
produce
and
craBs
and
tourists
come
and
enjoy
the
outdoors
while
they
shop
in
Vail.
• We
offered
acGviGes
for
the
culinary,
acGve
outdoor
enthusiast
to
come.
The
2012
survey
has
found
that
hiking,
Mtn
biking,
road
biking
and
travel
are
all
reasons
the
guests
came
to
Vail.
• The
Vail
Market
makes
Sundays
the
busiest
day
in
town
for
many
businesses.
Event Strengths & Weaknesses
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Town
of
Vail
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CSE
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12/15/11
Exceeded expectations:
Strengths:
Brings
in
over
140,000
people
into
Vail
for
the
summer.
This
would
not
happen
if
there
was
not
a
Market.
We
see
families
come
each
and
every
Sunday,
the
visiGng
tourists
staying
in
Vail,
and
the
Coloradans
coming
in
for
an
acGve
day
in
the
mountains.
The
event
markets
all
events
happening
in
Vail.
This
gives
the
enGre
town
of
Vail
a
criGcal
mass
of
adverGsing.
The
Market
helped
local
businesses
adverGse
by
providing
informaGon
on
events
occurring
in
the
Valley.
The
Vail
Farmers’
Market
and
Art
Show
Increased
business
for
the
town
of
Vail
from
June
17th
to
September
23rd
2012.
Added
value
to
the
guest
experience
in
Vail.
The
Vail
Farmers’
Market
and
Art
Show
gave
visiGng
tourists
a
reason
to
stay
in
Vail
instead
of
traveling
to
another
town
for
entertainment.
Each
year
we
have
seen
this
grow.
Colorado
visitors
have
a
reason
to
come
back
another
weekend
aBer
visiGng.
The
survey
has
found
that
guests
plan
to
come
back
3.3
Gmes.
Event Strengths & Weaknesses
This year our marketing of the Vail Farmers’ Market and Art show included advertising the
following Vail events:
Bravo
Lacrosse Shootout
Jazz @ the Market in Solaris
Vail Invitational Soccer
Vail International Dance Festival
Vail Arts Festival
Vail Street Sale
Gourmet on Gore
Vail Jazz Party
Rotary Duck Race
Oktoberfest
The Vail Farmers Market increased participation in all summer events by reaching folks who had never
been reached before. Our ads encouraged folks to come to Vail for multiple days for multiple events
And to stay overnight in Vail hotels.
This added bonus for the Town of Vail and all events creates a true community feel for Vail.
Town
of
Vail
5
Event Strengths & Weaknesses
We have created a venue where the locals are able to come and purchase their produce and
specialty items and the tourists can come and enjoy the day with the entertainment and shopping.
We saw this each Sunday; locals coming back and the visitors staying all day.
The restaurants and shops all say Sunday is their best day and has grown in the past few years.
The advertising that we have received from the Vail Daily and the Radio Stations
have put our market out there for all of Colorado to see. The Vail Daily/Colorado Mountain News
Media as our presenting sponsor gave us $200,000 of in kind ads, which put the Vail Farmers
Market & Art Show and all other Vail events out to Colorado residents from Grand Junction to
Aspen to Ft Collins.
• Measures that could be taken for event improvement:
We listened to what the CSE recommended and from our survey we will be:
Town
of
Vail
6
Event Strengths & Weaknesses
1.We will use the funds from CSE and our sponsorships to ensure the market is a true farmers market. We will be using
the funds to subsidize the price of gas for our farmers in an effort to attract more farmers and better selection of produce.
More farmers means a more authentic Colorado Market and one of the the most requested items
from our survey (more produce) that we can effectively address.
2. We want to enhance the quality and the true made in Colorado artisan side of our market.
We plan to create coupons that may be used to pay the farmers for their product. In an effort to boost sales of produce
these coupons will give first time and local buyers an incentive to try purchasing produce at the market.
• For repeat event, comparison to past years:
This year has been an off the charts success. We see this event grow every year and at this point we will make sure The
Vail Farmers Market and Art Show grows with the Vail Brand, ensuring that items we have are unique and Colorado
Made.
Town
of
Vail
7
Event Budget
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Town
of
Vail
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CSE
|
12/15/11
• Total event budget: 2012 attached
• CSE funds: we received for 2012: $34,000
• Profit and loss: attached
• Funding utilization:
The CSE funds were used for marketing the event. The event cut back on its marketing
for the event. We utilized the money that CSE had given to ensure there was a weekly
update of what was happening in town each week.
• In-kind sponsorship: The Vail Farmers’ Market and Art Show has in kind sponsorship
from the town for garbage pickup and has had an in kind sponsorship with the
Sebastian and Vail Daily. The Vail Daily gives us $200,000 of in kind sponsorship for
the Market.
• Cash sponsorship: We had sponsorship from First Bank, Meadow Drive Partnership,
Slifer Smith and Frampton, CSE and B and G foods
Estimated Results*
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Town
of
Vail
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CSE
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12/15/11
*
Based
on
survey
results.
EsGmated
aYendance:
• 140,000
guests
•
9,000-‐16,000
a
Sunday
• We
used
parking
structure
numbers
and
counters
at
Sunday
events.
• %
of
people
in
Vail
specifically
for
event:
The
Vail
Farmers’
Market
and
Art
show
esGmates
that
there
were
140,000
people
in
Vail
for
the
market
over
Summer
2012.
The
gross
revenue
generated
by
these
guests
is
$6,610,980.
• %
of
people
aYended
previous
years:
Intercept
surveyed
598
people
over
the
15
Sundays
of
the
market.
We
found
that
89%
are
very
or
extremely
likely
to
return
in
the
future.
58%
were
returning
guests
and
42
%
were
first
year
aYendees.
On
average
the
respondents
planned
to
aYend
3
Vail
Farmers’
Markets
in
2012
Estimated Results*
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Town
of
Vail
|
CSE
|
12/15/11
• AYendees
came
from
(local,
regional,
out
of
state,
internaGonal):
Local:
25%
In
State
(non
local):
32%
Out
of
State:
42%
InternaGonal:
2%
• Average
age
and
income
bracket
of
aYendees:
74%
were
between
the
ages
of
25-‐64
The
weighted
average
age
from
survey
was
47
years
The
average
of
children
less
than
18:
7
years
We
found
that
51%
were
male
and
49%
were
female.
13%
came
with
dog
and
87%
came
without
a
dog
The
income
bracket:
71%
of
aYendees
had
an
income
level
of
$100,000
-‐$500,000
23%
were
at
the
$55,000-‐99,999
income
level
*
Based
on
survey
results.
Estimated Results*
11
Town
of
Vail
|
CSE
|
12/15/11
• Lodging:
2012:
$519,000
was
spent
in
lodging
coming
from
Vail
Farmers’
Market.
72%
of
aYendees
staying
in
paid
lodging
stayed
in
Vail
• %
aYendees
stayed
in
Town
of
Vail:
26%
of
aYendees
stayed
in
paid
lodging,
11%
stayed
with
family/friends,
15%
were
second
home
owners,
18%
Gmeshare
24%
Vail
is
primary
residence
6%
it
is
a
day
trip
• Average
amount
spent
on
lodging/day:
The
average
amount
of
room
nights
generated
was
3.5
nights.
The
average
cost
for
a
room
was
$272
per
night.
• EsGmated
room
nights
booked
due
to
event
associaGon:
1908
nights
• Lodging
call
to
acGon:
(Based
on
only
Vail
Stays)
• Dining:
$2,399,598
revenue
dollars
were
spent
on
dining
in
Vail
• Shopping:
$2,877,215
revenue
dollars
are
esGmated
to
have
been
spent
in
retail
stores
and
vendors
at
market
• Other
AcGviGes:
$815,157
was
esGmated
to
have
been
spent
on
other
acGviGes
in
Vail.
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
12
Town
of
Vail
|
CSE
|
12/15/11
AddiGonal
Town
of
Vail
spending
event
generated:
• RaGo
of
increased
revenue
to
amount
of
funding
received:
The
esGmated
revenue
of
6,600,000
and
the
CSE
funded
the
VFM
34,000
for
the
Market.
That
is
.0051515
of
the
money
that
came
into
the
town
of
Vail.
The
Vail
Farmers’
Market
and
Art
Show
generated
6.6
million
dollars
Sales
tax
we
generated
for
the
15
Sundays
is
an
esGmated:
$264,000
from
the
visitors
in
town.\
For
a
34,000
investment-‐
you
are
gefng
nearly
an
800%
return.
AddiGonal
sales
tax
revenue
generated
by
event
accrued
to
Town
of
Vail:**
The
Vail
Farmers’
Market
has
130
vendors
each
Sunday
that
bring
in
sales
tax
dollars
for
15
Sundays
of
the
summer.
The
town
has
these
numbers.
*
Based
on
survey
results.
**
Town
of
Vail
sales
tax
=
4%.
Lodging
tax
=
5%
Visitor Intent to Return*
13
Town
of
Vail
|
CSE
|
12/15/11
SaGsfacGon
raGngs:
• 89%
of
visitors
are
“very”
or
“extremely
likely”
to
return
in
the
future
• Overall
SaGsfacGon-‐
4.7
(using
a
scale
of
1
to
5,
where
1=Not
at
all
saGsfied
and
5=
Extremely
saGsfied)
• 35%
of
the
aYendees
came
to
Vail,
CO
specifically
for
the
Market.
*
Based
on
survey
results.
Topline Marketing Efforts
14
Town
of
Vail
|
CSE
|
12/15/11
The
following
efforts
were
made
to
promote
the
Vail
Farmers’
Market
and
Art
Show.
(Examples
have
been
aYached
at
the
end
of
this
presentaGon)
Vail
Daily
had
five
full
page
ads
run
weekly
during
the
market
season
The
Summit
Daily:
Had
2
full
page
ads
per
week
The
Aspen
Times
had
1
full
page
ad
per
week
The
Glenwood
Post
had
one
full
page
ad
per
week
The
Ft
Collins
Now
had
1/3
page
ad
per
week
The
Greeley
Tribune
had
1/3
page
ad
per
week
The
Sky
Hi
Daily
News
had
1
full
page
ad
per
week
The
Grand
JuncGon
Daily
News
had
1
full
page
ad
per
week
There
were
seven
Mountain
Radio
StaGons
running
ads
during
the
Market
Season:
(Per
week
ads)
KZYR
–
8
plus
one
hour
“Live
at
the
Market”
every
Sunday
morning
KRYSTAL-‐
17
Frisco
KSKE-‐
24
Vail
KQSE-‐
14
Gypsum
KTUN-‐19
Eagle
KKCH-‐19-‐
Glenwood
Springs
CPR-‐
5
sponsor
Denver
Topline Marketing Efforts
15
Town
of
Vail
|
CSE
|
12/15/11
The
Market
adverGsed
and
promoted
our
farmers
and
Colorado
made
arGsans.
We
also
sent
out
press
releases
to
concierges,
newspapers,
radio,
etc
to
gain
the
free
word
of
mouth
and
media
exposure.
The
Market
had
private
eblasts
from
condos
and
real
estate
companies
help
promote
the
market
by
menGoning
it
in
the
summer
acGviGes
for
their
guests.
The
Vail
Farmers
Market
&
Art
Show
is
in
the
VLMAD
ad
schedule
The
markeGng
of
not
only
the
Market,
but
also
the
Town
of
Vail,
its
acGviGes
and
adventures
is
a
goal
of
the
Farmers’
Market.
We
want
to
get
people
into
Vail
to
not
only
be
entertained
by
the
Market,
but
by
the
stores,
restaurants,
world
renowned
music
and
acGviGes
available.
The
sponsorship
from
the
Vail
Daily/Colorado
Mountain
News
Media
gave
us
$200,000
of
in-‐kind
adverGsing.
The
markeGng
has
given
us
a
place
in
Colorado.
We
have
found
that
many
of
our
visitors
are
from
Summit
County,
Aspen,
The
Denver
area
and
the
Western
Slope.
The
markeGng
we
have
created
has
made
the
Vail
Farmers’
Market
and
Art
Show
recognized
throughout
Colorado.
Community Contribution
16
Town
of
Vail
|
CSE
|
12/15/11
The
Vail
Farmers’
Market
and
Art
Show
was
started
eleven
years
ago
to
provide
a
sense
of
community
for
the
town
of
Vail.
Each
year
the
market
has
grown.
We
have
created
a
true
community
for
Vail.
The
locals,
the
visitors,
both
in
state
and
out
all
come
to
the
Market
and
leave
with
the
majority
of
them
happy
and
excited
to
come
back
to
Vail.
We
are
bringing
people
in
from
all
over
Colorado
and
NaGonally.
The
Market
is
showing
the
visitors
that
have
come
that
we
have
a
true
Colorado
experience
outside
their
hotel
room.
Sustainability Efforts
17
Town
of
Vail
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CSE
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12/15/11
• We are 100% compostable event (with exception of water bottles)
• We have started a program with Eagle County Water and Sanitation District to refill
water bottles at the Vail Farmers’ Market and Art Show. We will continue this, along
with having water bottles for sale at the event.
• We had the compostable stations around the market. This was maintained by the
Alliance for Sustainability. It did help and was a first year success.
• We will have more bike racks around the market next year to both keep riders from
riding through and to also promote the use of bicycles.
Additional Information
18
Town
of
Vail
|
CSE
|
12/15/11
Profit and Loss is attached/2012 budget attached:
Vail Farmers' Market and Art Show
Profit and Loss Standard
Ordinary Income/Expense Actual Budget 2012
Income
Grant Income $35,000.00 44000
Sponsorship Income $22,000.00 16000
Tent Space $82,000.00 78,000
sponsorship reimbursement $4,000.00 3000
Total Income $143,000.00 141000
Expense
Advertising $42,000.00 44,000
bags $3,500.00 4000
bank charge $260.00 275
contract labor $48,000.00 48,000
entertainment $12,000.00 15000
equipment expense $6,000.00 8000
food expense $500.00 150
mail $250.00 100
office supplies $350.00 350
parking $77.00 55
permits $1,400.00 1500
sponsorship expense $12,357.28 7000
Storage Expense $3,000.00 2800
subscription $25.00 30
supplies $2,790.00 1000
Traffic Control $4,500.00 7500
Expense total $137,009.28 139,760
Net Income $5,990.72 1,240