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HomeMy WebLinkAbout2012 Gourmet on Gore RecapEvent Recap: Gourmet on Gore Town of Vail Commission on Special Events November 7, 2012 Presented by 2012 Event Marketer Magazine's "Top 100 Event Agency" Gourmet on Gore: August 31 – September 3, 2012 Presenter: Missy Johnson, HIGHLINE, Account Manager Office: 970.476.6797 x 112 Mobile: 970.376.1876 missy@gohighline.com 2 Town of Vail | CSE | 11/7/12 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 11/7/12 Standard of excellence met by: •Gourmet on Gore meets these standards both with the high quality of the restaurants as well as the overall production, organization and strong visual aesthetics of the venue. •Gourmet on Gore not only offers a variety of event for the whole family but includes lifestyle activities like Casting and Cuisine and Yoga and Yogurt, highlights the top level culinary talent in Vail while offering the strong event platform that sponsors are attracted to within Vail, CO. •Gourmet on Gore drives significant traffic to Vail Village and offers a high quality event featuring Vail’s finest, over Labor Day Weekend. Event Strengths & Weaknesses 4 Town of Vail | CSE | 11/7/12 Exceeded expectations: •New events were extremely well received including the Tasting Tour, Cadillac Culinary Series, Casting & Cuisine, Yoga & Yogurt as well as the Cooking Class and Wine Lunch at the Sebastian and the Gore Range Harvest Lunch at Larkspur. •Marketing and PR campaigns were very successful in assisting with the most trafficked Gourmet on Gore in the history of the event, bringing the right people to the weekend long initiative. •Strong sponsorship – Cadillac, Town of Vail, Stella Artois, Acqua Panna, S. Pellegrino, Slifer Smith & Frampton Real Estate, Betteridge, Gore Creek Fly Fisherman, Macanudo Cigars, Loki Gear, Vail Daily and KZYR the Zephyr. Event Strengths & Weaknesses 5 Town of Vail | CSE | 11/7/12 •New event allowed for additional restaurant and sponsorship the opportunity to get involved. •2012 poster art by Carrie Fell was well received and complimentary signed posters at the event were a huge hit. •The green initiatives play a key role and Highline is proud of the recycling efforts at this event with such high attendance and participation from multiple restaurant vendors. •Strong efforts to drive composting and recycling throughout the venue. •The venue was clean and classy, with all white tents and a matching Gourmet on Gore color palette for linens, etc. Event Strengths & Weaknesses 6 Town of Vail | CSE | 11/7/12 •Gourmet on Gore not only offers a unique culinary/tasting experience at affordable prices, but also a fun resort experience, sense of community and increased quality of experience for guests and residents during a holiday weekend. •The continuation of Brunch on Bridge Street on Monday gave guests a reason to prolong their stay in Vail. •There was a strong mix of food and beverage options and a many new participants joined this year with booths including Elways, Cima, Flame and a variety of wine brands. •The Brunch on Bridge Street venue was smaller than the Saturday/Sunday event but was still very lively. Event Strengths & Weaknesses 7 Town of Vail | CSE | 11/7/12 •We are proud of the community partnership with a variety of non- profits to complement the green efforts, Kids Culinary Corner and special event promotion and were proud to partner with the Habitat for Humanity and Rotary Club Rubber Duck sales. •The children’s activities again featured a variety of activities and was a huge hit among our chefs in the making. •Several restaurants experienced extreme success, which included selling out of food and gaining strong reservations for the weekend as a direct result from the event. Matsuhisa Vail, increased their reservations to exceed expectations as a direct result from the event. Elway’s was able to use the event to promote additional awareness. Several restaurants were able to promote their new executive chefs. Event Strengths & Weaknesses 8 Town of Vail | CSE | 11/7/12 Measures that could be taken for improvement: •In some cases, restaurants still need to prepare more food to last the duration of the Saturday through Monday event. •We see continued opportunity to enhance the event by working with area organizations to enhance the Kids’ Culinary Corner and also to increase tasting events outside of the Gourmet on Gore schedule. •The Tasting Tour was a wonderful new addition but we would like to enhance further next year to accommodate a strong flow, increased food quantities in some cases, water, more garbage cans (while keeping it elegant) and branded napkins and all venues. •Increased attendance at the new lifestyle events which were highly enjoyed by guests. Event Strengths & Weaknesses 9 Town of Vail | CSE | 11/7/12 For repeat event comparison to years past: •Gourmet on Gore was bigger and better than ever. The new events were wonderful additions and we’d like to see the participation grow in years to come. •New events offered a variety of ways for guests to experience Vail in unique settings, interact with a variety of culinary talent and associate with Vail as a world-class brand. Event Budget 10 Town of Vail | CSE | 11/7/12 •Total event budget: $163,512 •CSE funds: $55,000 •Profit and loss: -$2,322 •Funding utilization: Operations and marketing •In-kind sponsorship: $1,500 media/trade •Cash sponsorship: $124,100 Estimated Results* Attendance Numbers 11 Town of Vail | CSE | 11/7/12 * Based on survey results. •Estimated attendance: 40,000 •If non-ticketed, method you used to estimate attendees: Through surveying, observation and interviews, it was apparent that the 2012 Gourmet on Gore audience was very similar to years past. Gourmet on Gore captured a wide range of visitors to include young singles (21+) as well as couples and those married with children. •% of people in Vail specifically for event: 70% •% of people attended previous years: 52% Estimated Results* Demographic Profile 12 Town of Vail | CSE | 11/7/12 •Attendees came from (local, regional, out of state, international): •Local 18% •Regional (non-local) 47% •Out of State 35% •Average age was 40-45 with avg. HHI at $200,000+. * Based on survey results. Estimated Results* Event Attendee Estimated Spending 13 Town of Vail | CSE | 11/7/12 •Lodging: •% attendees stayed in Town of Vail: 75% •Average amount spent on lodging/day: $100 •Estimated room nights booked due to event association: 21,000 •Lodging call to action: Participants and guests were directed to vail.com for summer lodging specials. There was not an official lodging partner on this event so advertising, website and email blasts were not specific to any one lodging partner or website for this holiday weekend event. * Based on survey results. Estimated Results* Event Attendee Estimated Spending 14 Town of Vail | CSE | 11/7/12 •Dining: Of the Gourmet on Gore attendees surveyed, 72% had drinks or dined in a Vail restaurant and the average spent per person was $125/day •Shopping: Of the Gourmet on Gore attendees surveyed, 63% went shopping and the average spent per person was $175/day •Other Activities: Of the Gourmet on Gore attendees surveyed, 18% of attendees participated in other Vail activities including hiking, biking, spa services, rafting and more. The most popular activity among those surveyed was hiking * Based on survey results. Estimated Return on Investment (ROI)* 15 Town of Vail | CSE | 11/7/12 •Additional Town of Vail spending event generated: 10,400,000 •Ratio of increased revenue to amount of funding received: 5-to-1 •Additional sales tax revenue generated by event accrued to Town of Vail:**$445,000 * Based on survey results. ** Town of Vail sales tax = 4%. Lodging tax = 5% Visitor Intent to Return* 16 Town of Vail | CSE | 11/7/12 Satisfaction ratings: •More than 2/3 of those surveyed would recommend Gourmet on Gore to a friend •93% of those surveyed would recommend Vail to a friend and 7% would possibly recommend Vail to a friend •100% of guests surveyed were satisfied with Gourmet on Gore * Based on survey results. Topline Marketing Efforts 17 Town of Vail | CSE | 11/7/12 •Gourmet on Gore was promoted through both traditional and non-traditional media with heavy concentration on the Front Range, as well as the mountain region •The total value of media, public relations and event related impressions for a top-tier presenting sponsor (such as the Town of Vail) and based on the projected PR and marketing for this event and estimates from this event last year and other similar events: $250,000 •Print ads - Gourmet on Gore was promoted locally in the Vail Daily as well in The Summit Daily, Glenwood Post Independent and Vail Daily Weekly totaling 236,500+ Topline Marketing Efforts 18 Town of Vail | CSE | 11/7/12 •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 450,860 from more than 30 placements •Gourmet on Gore Tasting Brochure – An enhancement for this year was a take away piece including tasting notes, full page presenting level sponsor ads and multiple half page ads for other sponsors and restaurants, 2500 distributed •Distributed in 400 Gourmet on Gore VIP/Sponsor bags as well as those distributed at the ancillary events, at the ID tents and variety of wine tents at the open-air tasting event Topline Marketing Efforts 19 Town of Vail | CSE | 11/7/12 •Radio Placements - KZYR 97.7FM The Zephyr - (130) :30 spots, live interview and True.Local.Deal. Promotion reaching the email database of KZYR •Event information was included in email blasts from numerous organizations, including Town of Vail, Slifer Smith & Frampton Real Estate, Sonnenalp Resort of Vail and Vail Mountain Lodge and Spa •Participating partners such as Larkspur, Cima, Flame, Carrie Fell Gallery, Betteridge Jewelers and more also reached their clients and followers with event information •Event information, sponsor logos and hyperlinks were all featured online on the official event page, www.gourmetongore.com Topline Marketing Efforts 20 Town of Vail | CSE | 11/7/12 •Email blasts and other digital efforts - Participating partners such as Larkspur, Cima, Flame, Carrie Fell Gallery, Betteridge Jewelers and more also reached their clients and followers with event information •Event information, sponsor logos and hyperlinks were all featured online on the official event page, www.gourmetongore.com •Facebook - In addition to event updates posted to the fan page for Gourmet on Gore, a Facebook advertising campaign targeted Facebook users in Colorado with interests that closely fit the event. The campaign generated 2,240,000+ impressions. Community Contribution 21 Town of Vail | CSE | 11/7/12 •Impact on Vail’s sense of community: •Gourmet on Gore does an excellent job of impacting Vail’s sense of community. This event offers a relaxed and comfortable atmosphere to showcase Vail’s culinary delights through a unique event platform, with the Town of Vail and its merchants as the perfect complement. It features a variety of pairing opportunities, within a classy, clean venue which aligns nicely with the world-class resort that visitors and locals alike know and love. Sustainability Efforts Green Measures 22 Town of Vail | CSE | 11/7/12 •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 over 50 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 Additional Information 23 Town of Vail | CSE | 11/7/12 •Please enjoy to link to the Gourmet on Gore image gallery. Additional documents attached to presentation: