HomeMy WebLinkAbout2014_04_02 Taste of Vail RFP
Page 1 of 21 www.tasteofvail.com 10/17/2012
Taste of Vail
Address:
PO Box 5663
Vail, CO 81658
Date of Event: April 2 through April 5 2014
Funding Request for the 24th Taste of Vail $70,000
Producing Entities
1. Angela Mueller Executive Director
2. Angela Mueller
3. Address:
a. Physical: 953 S Frontage Road Ste 203 Vail, CO 81657
b. Mailing: PO Box 5663
Vail, CO 81658
Contact information
Cell 970-401-3320
E-mail info@tasteofvail.com
5. Website: tasteofvail.com
6. The Taste of Vail has occurred for 24 years.
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7. Mission Statement:
The Taste of Vail’s goal is to enhance Vail’s image. Our goal is to increase
Vail’s reputation as a world-class international resort with a serious
commitment to fine food and wine and to promote recognition of the Vail
life style. The event offers a variety of experiences on the streets of Vail,
on the mountain, in restaurants and hotels. We enhance each participant’s
knowledge and enjoyment of the Vail experience.
8. Tax Status: Non Profit 501(C)(7) (Form attached)
Tax Payer ID #: 84-1163714
The funds from Taste of Vail will be reinvested to
bring events and marketing to town for the Culinary
Community
Event Description:
1. Taste of Vail is a celebration of the outstanding food, wine, and culture
that is abundant in beautiful Vail, Colorado. Events will be held on Vail
Mountain, Gore Creek Drive, Meadow Drive, Lionshead/Arrabelle and
with many Taste of Vail restaurants and hotels hosting a Taste of Vail
Restaurant menu night, winemaker dinners and seminars.
The Taste of Vail is a volunteer organization. We rely on the Vail
community to enhance the experience of the large number of guest
who attends the four-day event from all over the world. We have
historically have had 180 volunteers working throughout the event.
Actual event staff varies by the size of the event.
We have worked with the Restaurant Group to ensure our event meets
their needs. More foot traffic into restaurants and events at
participating restaurants are all ways we gain traffic to each restaurant
that is attending.
Taste of Vail has been named one of the top food and wine events this
year by Forbes, USA Today and the Travel Channel.
2. The event will be located throughout Vail: Vail Mountain, Gore Creek
Drive, Meadow Drive, Lionshead, the Marriott and many hotels and
restaurants within Vail.
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3. The Mountain Top Picnic will take place on Vail Mountain. The
Mountain Top Picnic gives guests the opportunity to have the true
experience of being in the mountains.
4. The Debut of Rose’ event will happen in Lionshead on Wednesday,
April 2, 2014. The Taste of Vail has a goal for this event to grow into
another signature event for the Festival. Because of the large numbers
and scope of the events, we do require traffic control and limited street
access on/in Lionshead, Gore Creek Drive and Meadow Drive on April
2nd and 3rd.
We are asking to work with the town for the trash removal on April 2nd
and 3rd. We will be hiring staff to ensure trash is sorted and ready for
removal by the Public Works department.
5. Existing event: The Taste of Vail has been located within Vail for the
past 24 years. This year will be the same, with the addition of the
Debut of Rose’. We will be in various hotels and restaurants
throughout Vail. The Lamb Cook-off will be at the Gore Creek location
and will include Meadow drive this year. The Mountain Top Picnic will
reside at the west side of the Gondola building.
Wednesday will be a new event that will kick off the Taste of Vail. The
debut of Rose’ 2014. The event will take place in Lionshead/Arrabelle
from 3 pm- 6 pm.
6. 2013 Attendance Figures
Attendance:
Total ticket sales for event 10,731
Of those that came to Vail for the event, 41% were out-of-state guests
and 20% were in-state overnight guests.
39% of the attendees were from Colorado, and of the overnight guests
that came to Vail specifically for the event, and stayed in paid lodging
(24% of total accommodations), 70% stayed in Vail.
The average number of nights stayed by those staying in paid lodging
within Vail was 3.9, and the TOV produced approximately 842 room
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nights over the course of the event with an average nightly rate of
$301. The estimated gross revenue generation was approximately
$1.1 million (+/- 20%), producing an estimated $44K in sales tax
revenue for Vail (4% tax rate).
We estimate we had 10,000 guests at lamb, and 760 at Grand and
1200 at Mountain Top.
We have 185 volunteers for our event. We are creating a volunteer
program for the event that will allow us to have more tickets for all the
festival events. Event staff varies for each event.
Page 5 of 21 www.tasteofvail.com 10/18/2013
Where Taste of Vail attendees came from
Colorado 58%
California 7%
New Jersey 7%
Texas 7%
New York 4%
International 4%
Illinois 4%
Washington 3%
Other States 6%
Total Attendee Count is derived from total ticket sales, and zip codes of
record. Financial impacts are based on the total guests attending from out of
town, including winemakers who pay all of their expenses. The Marriott will
be the host hotel. Our room block has filled every year.
Our room nights at the Marriot last year were 295 rooms at an average daily
rate of $ 200.00. Less than 30% of Colorado attendees are local and not
considered in the room revenue estimates.
In addition to the Marriott there are many guests that are repeating guests
(average number of years in attendance is 5.5) and winemakers who utilize
accommodations from every property from the Lift House to the Lodge at Vail.
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7. Local Spending Estimates:
2013 TOV - Estimated Spending by Overnight Visitors Staying in Paid
Lodging
(Only those who came to Vail for TOV)
The estimated spending of overnight visitors during the Taste of Vail is
$657,195. This includes lodging, dining, retail, and activities.
The estimated spending of all other overnight guests those are not in paid
lodging within Vail is $268,414.
The Taste of Vail survey respondents spent an average of $116 on lift tickets
during the Taste of Vail.
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
Lodging
Spend
Dining
Spend
Retail
Spend
Activities
Spend
Total
$253,806
$231,403
$127,986
$44,000
$657,195
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2013 TOV – Estimated Spending by All other Overnight Visitors
(Only those who came to Vail for TOV)
2013 TOV - Estimated Spending by Local/In-state Visitors
(Only those who came to Vail for TOV)
$0
$50,000
$100,000
$150,000
$200,000
Dining
Spend
Retail
Spend
Activities
Spend
Total
$103,240
$65,447
$13,238
$181,925
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Dining
Spend
Retail
Spend
Activities
Spend
Total
$71,988
$11,266
$3,235
$86,489
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Accommodations (Green is 2013)
Average nights stayed of all overnight visitors- 6.4, up from 2012
Average nights stayed of those who came for the Event and stayed in paid
lodging in Vail – 3.9
The graphs show you that our event spreads the lodging, dining and retail
throughout the entire town of Vail. We will continue this for 2014.
Directing non-local attendees to Vail lodging options
The Taste of Vail is working on lodging packages with the hotels in
Vail. We have expanded our marketing to include specific packages
that will be offered at each of our participating hotels.
This will give the opportunity for hotels to offer an event to their
clientele and will increase our demographic.
The marketing will be on our website, social media, and all the
lodging participants website and social media.
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ROI for Town:
The Taste of Vail has budgeted an increase in ticket sales between
10-20% for events.
In 2013 we saw the average number of nights stayed by those
staying in paid lodging within Vail was 3.9, and the TOV produced
approximately 842 room nights over the course of the event with an
average nightly rate of $301.
The estimated gross revenue generation was approximately
$1.1M(+/- 20%), producing an estimated $44K in sales tax revenue
for Vail (4% tax rate, and does not include lodging taxes
associated).
Budget:
1. Budget: See attached
2. 19% of the total budget is what we are asking for.
3. Funds will be used:
In past six years CSE funding made it possible for Taste of Vail to broaden the
event’s appeal. With the continued support of key sponsors such as the American
Lamb Board, San Pellegrino, AbinBev and Vail Resorts we have continued to
gather more positive impressions. In our continuing evaluations of the events we
look for ways to grow and make the event more accessible.
The CSE funding will make it possible for Taste of Vail to broaden the event’s
appeal. We are broadening the marketing budget through a larger social media and
national marketing effort. We continuing with the Vail Restaurant Menu event,
which will need a vast marketing effort to ensure it is a success.
The goal of the Taste of Vail is to sell out all the events and through a larger
marketing budget we will be able to do this. The Taste of Vail Menu night will be
throughout the week for participating restaurants. We will be marketing each
restaurants menu via eblasts campaign, social media, websites and national pr/ad
campaign.
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We have added a Wednesday event: The 2014 Debut of 2014 Rose’, which will
bring participating wineries and guests in a day earlier for event. We are adding an
event to Lionshead. This event gives us the chance to debut the Rose’s of the
world for the first time in the world. The marketing budget will ensure extra lodging
nights and guests coming one day early to the Taste of Vail.
4. Should the CSE decide not to support his event, will it still occur?
Yes, with a much smaller marketing/event budget.
5. What is the $ amount of sponsorships from alternative sources reflected in
the budget
$70,000, or 19% of the budget.
6. What % of the total event budget do you expect the event itself to
generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.)
62%
7. If possible, would you intend to host the event in Vail beyond 2014? If
yes, for how many years beyond 2014?
Yes. We look forward to presenting the Taste of Vail annually to promote the
Vail Brand within the culinary community. We aim to present culinary events
that work with the Vail Brand and have a positive impact on the Vail Culinary
community.
8. Do you anticipate requesting funding from the CSE next year? If yes,
given that the CSE encourages the development of additional sponsors
in order to leverage their own investments, and anticipates that as
events become established they will become less reliant on public
funds, please explain how you intend to grow the event and indicate
what %, if any, of the total event budget you anticipate requesting next
year.
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Yes, We are on a business plan to expand Taste of Vail and ensure it stays
the iconic event that supports the Vail Brand with an active, culinary enthused
guest. We will have an office with staff to ensure the constant communication
and the culinary community is always on the minds of our consumers. We will
be asking for 19% of the budget next year. The Taste of Vail is a 365 a year
platform and we will be asking of funds to ensure the Vail Restaurant
community has an enhanced presence in the Town of Vail.
This year we have hired a Sponsorship Director and a part time Assistant. We
plan on keeping these positions for the Taste of Vail. These positions allow
the Taste of Vail to create longer activations and more contact with all entities
that are involved.
The Taste of Vail’s goal as an iconic event is to increase ROI for the Town of
Vail and guarantee that the culinary community sees events that bring people
into their restaurants during any Taste of Vail branded event.
Marketing Description
Detailed marketing plan and explanation of potential for sponsorships and media
exposure. Please specify any marketing support you are requesting.
Background
Taste of Vail has grown over the last 24 years to be among the top food and beverage
events in the country. During the downturn in the economy, the event took a significant
financial loss with drops in attendees, limited sponsorships and the rising cost of doing
business in the Vail Valley. Over the last three years, the Taste of Vail board has
rededicated itself to promoting Vail restaurants and the Vail lifestyle. This new board of
directors has relied more heavily on marketing, as sponsorships for a four-day festival
continue to be challenging.
The board has a marketing committee that directs and executes all online, marketing,
social media and public relations activities. Taste of Vail continues to contract with
professionals such as Avid Online for design and website assistance as well as Malen
Yantis Public Relations for media outreach and social media.
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• Event Strengths
o Of those that came to Vail for the Event, 41% were out-of-state guests and
20% were in-state overnight guests.
o 39% of the attendees were from Colorado, and of the overnight guests
that came to Vail specifically for the Event, and stayed in paid lodging
(24% of total accommodations), 70% stayed in Vail.
o The average number of nights stayed by those staying in paid lodging
within Vail was 3.9, and the TOV produced approximately 842 room nights
over the course of the event with an average nightly rate of $301. The
estimated gross revenue generation was approximately $1.1 million (+/-
20%), producing an estimated $44K in sales tax revenue for Vail (4% tax
rate).
o Locals made up 32% of the attendance, while 67% of the total attendees
were overnight guests.
o The average group size was approximately 3, and the overnight visitors
stayed an average of 6.2 nights.
o The Travel Channel, Forbes and USA Today have listed the Taste of Vail
as one of the top food and wine events in the country.
o We estimate we had 10,000 guests at lamb, and 760 at Grand and 1200
at Mountain Top.
• Weaknesses
o Many Taste of Vail events are weather dependent.
o Sponsorship: Taste of Vail attended a sponsorship conference after the
2013 event and has hired a consultant to assist in 2014. We are
attempting to grow our sponsorship by 30%.
o Budget continues to be a challenge as the event grows without a growth in
staff and event support.
Competitive Set
Other food and wine events such as:
• Santa Fe Wine & Chile Fiesta
• NOLA Food & Wine Experience
• Pebble Beach Food & Wine (Takes place within a week or two of Taste of Vail)
• Kohler Wine & Food Experience
• Palms Beach Food & Wine Festival
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Goals
Since its creation in 1990, the Taste of Vail has been the iconic celebration of the Vail
lifestyle – “Like Nothing on Earth.” In collaboration with the local culinary community, the
Taste of Vail is dedicated to enhancing Vail’s image, positioning and reputation as a
world-class international resort with serious commitment to fine food by curating and
producing an exclusive, truly unique, epicurean festival that can only be experienced in
Vail’s epic landscape.
The Taste of Vail brings together the world’s top wine makers, spirits distillers, brewers
and industry leaders from the local culinary community to showcase their finest
creations at exclusive tastings, lifestyle and entertainment events, and intimate
seminars throughout the first weekend in April.
Objectives
• Grow tickets sales by 20 percent.
• Cut complimentary tickets by 20 percent in 2014 by implementing a new
volunteer structure.
• Expand our marketing through our social media and national advertising.
• Keep our main presence with our wine by having only the winemaker or owner
pouring the wine at the event.
• Add one day to event: the Debut of Rose’ on Wednesday, April 2, 2014
• Have two small events leading up to the Festival. (Beer tasting, Wine tasting)
Target Audience
The Taste of Vail attendee is a connoisseur of food, wine and an active lifestyle.
Attendees fall across the financial spectrum as the event attracts both locals and
destination guests. Key target markets include:
• Denver/Front Range
• New York, Texas, New Jersey, Illinois and California
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Based on past research, the mean age of the attendees is 54, with the sample being
nearly 42%/58% male to female. 39% of the respondents attended with their
spouse/significant other, and 23% came with friends only. 72% earn a household
income of $200K+, and nearly 85% have at least a BA Degree.
Strategies
• Continue to build a new, Wednesday event to bring vintners and guests into Vail a
day early.
o There will be a Debut of Rose’ on Wednesday afternoon from 3 pm- 6 pm.
o The event will be débuting Rose’, which will be the first showing of the Rose’s
in this country for 2014. We look forward to the start of an amazing kickoff
tradition.
o This event will bring 30 wineries, distributors and guests into town a day early.
• Leverage sponsorships to attract more participation in the 2014 Taste of Vail.
o The Taste of Vail has hired a consultant to help secure new sponsors.
o Incorporate sponsors in all marketing outreach from eblasts to social media
and public relations outreach, when appropriate.
o Work with sponsors to identify additional opportunities to reach their
customers with the Taste of Vail message. For example, Taste of Vail has
worked with 5280 as a media sponsors the last 5 years. The Taste of Vail will
continue to work with the magazine to leverage social media placements,
posts and advertising in the publication.
o Sponsorships will be used to enhance our media coverage and instill the Vail
brand all over the nation. We will work with specific sponsors on before and
after contests, events to get the word out about the Event.
o The sponsorships will be used prior to event with tastings to get the
demographic continually thinking about Taste of Vail 2014.
• Continue to work with Vail Resorts to leverage marketing resources.
o Ensure Taste of Vail is listed on the Vail.com calendar listings.
o Work with marketing team to include Taste of Vail on more than one email
blast to their database.
o Coordinate any social media posts/presence through the Vail Facebook,
Twitter and blog channels.
o Coordinate outreach to international marketing wholesale contacts promoting
the event with a special ticket price.
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• Develop a strong local and regional advertising buy to promote the Taste of Vail.
o Publications we have historical purchased advertising in include 5280, Epic
Magazine, Vail Valley Magazine, Wine Spectator, Vail Beaver Creek
Magazine, Eat and Luxury Vail.
o Leverage sponsorships to expand the advertising reach of the event
nationally. Example being we will be in US Airways editorial section from
January- April as part of our sponsorship.
• Leverage public relations to garner news stories about Taste of Vail before and after
the event.
o Implement new, online media application process.
o New in 2014, conduct one-on-one media desk side visits with writers in the
Denver/Front Range market.
o Please see attached public relations plan for detailed information.
• Utilize social media to communication with Taste of Vail fans.
o Use promoted posts and pay per click on Facebook to expand awareness of
the event.
o Continue to utilize strong event images on Pinterest to assist with SEO.
o Launch a new blog on tasteofvail.com to keep attendees updated on
restaurants, wineries and events surrounding Taste of Vail. Utilize key words
to assist with SEO.
• Continue to update and modify tasteofvail.com to have a strong online presence.
o Taste of Vail added coding to our January- April postcards that will allow us
to gain more demographic/geographic information regarding our guests.
o The Taste of Vail will have a new blog that our wineries, restaurants and staff
will add to regarding food, wine , spirits and the Vail Brand.
o SEO campaign will target specific searches and target a more national
audience.
o Taste of Vail will be sending out monthly eblasts to drive people to
tasteofvail.com to book and the participating lodging with their packaging.
• Identify join venture marketing opportunities.
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o We have worked and are working with the Vail Beaver Creek Restaurant
Week by sending info about their event. We are asking them to also promote
the Taste of Vail.
o We are working with all 55 wineries and having them market the event. There
will be postcards at every winery giving information about the Taste of Vail.
• We are cutting back on our comped tickets this year. We have created a volunteer
program that will allow us to give back to community by the work non-profit programs
do at our event. We are planning on cutting back in comps by 20% this year.
Timeline
Date Due Ad Whom Print Out
Sept 6th Postcard TOV Oct 1 Oct 15th
July/August Epic
Magazine
VR NA Nov/Dec/Jan
Sept/Oct Duratrans TOV Oct Nov 1
June Bus Ads TOV June
Sept 20 Poster TOV Oct Oct
January 15 5280 Ad 5280 Feb/March Feb/March
Eat Ad Vail Daily
Nov 20 Banner AD VD Sale ad Nov 20th
Nov-April Vail Daily
Ads
VD
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Nov- April Rack Card TOV Jan- April Jan 1, 2013
Feb 20th Program
Guide
TOV March April 1st
Feb Sponsor Ads TOV March April 1st
Feb Credentials TOV March 1 March 8
Feb Tickets TOV March 1 March 8
Feb Auction
Book
TOV March 1 March 15
November Wine Club
Ad
TOV Nov 15 Nov 20th
Eblasts go out every 2
weeks till event-
Sept/Oct/Dec/Jan/Feb/March
and April
National Ads TBD Case by
case basis
Case by
case basis
Case by case
basis
January Denver post TOV January 15 Feb/March
Measurement
• Quantity/quality of restaurant and winery participants
• Total number of tickets sold in 2014
• Ticket revenue from 2014
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• Number of room nights sold in 2014
• Revenue from sponsorships
• Survey results
• Media coverage
2. Marketing and PR Efforts:
1. The Taste of Vail will and is working with local and national media advertising.
This will continue throughout 2014. We will be working with our sponsors to
enhance the use of their social media at all levels. This will be done with their
services and ours. We will be doing e-blasts, ads through the participating
restaurants, the sponsors, and several media outlets for 2014.
2. We will work with hotels where events are being held. Taste of Vail will be
responsible for working with the properties to encourage a package weekend
for Taste of Vail. The hotels will have the marketing deck to put into their
eblasts that go out from November- April.
3 The Taste of Vail will work to identify the best possible ways to promote TOV
during high season--sweepstakes promotions in Denver, and build audience
attendance. We will be working closely with our premier sponsors to work
with the International Market and their social media contacts. The Taste of
Vail made over 12 million-consumer impressions, reaching a clientele
with an annual income of over $129,000.
4. We will work with our in kind sponsors to enhance the Vail as a ski and
snowboard destination within the culinary enthusiast community.
Results we will seek with our Marketing plan:
a. Promote the TOV events at the properties through e-blasts and targeted
collateral. We were able to obtain larger national media exposure in the
New York Times, USA Today, Getty Images and various airline
magazines, and luxury lifestyle placements. With the CSE funding we plan
on keeping this effort alive.
b. Taste of Vail will work with their marketing committee: and they will work
closely with our PR company, Malen Yantis Public Relations, to identify
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the best possible stories to build awareness and audience attendance for
2014 TOV.
c. The Taste of Vail will create with a collateral piece that will be distributed
to ALL concierges, hotels, and restaurants in Vail to promote TOV
wherever possible. This will begin in November and be updated until event
begins.
d. The Taste of Vail will work with select wineries on a program to promote
TOV to their wine club members, through their social media channels,
etc.: building audience attendance through our winery attendees.
e. Through the help of our PR firm and Marketing committee, the media
campaign will be much larger. The Taste of Vail PR Campaign will engage
our Taste of Vail Facebook community with contests leading up to the
event.
The 2013 Taste of Vail Facebook grew by more than 52%. This will be
done via a combination of efforts:
- Online Promotions
- Advertising
- Facebook photo contest
-YouTube video segments
f. Taste of Vail contracted and had six video segments featuring Lamb
Cook-Off, Mountain Top Picnic and the Grand Tasting 2013. This has
given the Taste of Vail a large presence in all social media venues. We
will be contracting for 2013 to promote the restaurants before and during
the event through video segments. We are looking at doing 6 segments.
This will continue the video campaign that has had success for the event.
(November- April)
g. The Taste of Vail will be starting a pre-event campaign for Taste of Vail.
The event will take place throughout the liquor stores and restaurants in
Vail. The promotion will be an educational platform on wine and food
pairing to market the Taste of Vail event.
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The Taste of Vail is requesting $20,000 toward our marketing plan to advertise in
the National media. The papers we will be using hits the demographic we are
looking for and are interested in the Vail Brand. (NY Times, Wall Street Journal,
Sunset, Epic Magazine and Outside)
We are asking for $10,500 for Internet ads to be run from November- November,
with upcoming restaurant events being the fill in after the festival.
$20,000 to be used on National Newspaper ads- this will include website ads
through the news agencies.
The remaining 19,500 will be used for the new event and staffing to raise the Taste
of Vail to the next level: Thorough communication is a necessity to promote the
Taste of Vail and the Vail Brand. We feel this campaign will sell out the events for
2014.
3. Specify any marketing support you are requesting
Taste of Vail has many in kind sponsor who make significant contributions or real
value and we have commitments from them again this year. Vail Resorts is our
premier sponsor and we will be working closely with them this year in promoting
the event. This year the Taste of Vail continued with cash sponsorship relations
with San Pellegrino water, Stella Artois, Tricor Braun and American Express.
This year with the hiring of our Sponsorship Director, it has sparked interest by
past partners as well as some that are new. Our marketing outreach continues in
the form of a campaign to keep Taste of Vail in the public eye all year round. We
are currently working on a local and national partnership campaign.
4. Marketing/PR contacts
Heather Price:
Heather@milbrandtvineyards.com
(970) 331-1234
PR: Malen Yantis Public Relations: Kristin Yantis
kyantis@myprco.com
970-949-7919
5. Previous Years Event Evaluation: Please See Attached
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Income and expense statement: attached
5. Board of Directors:
1. TJ Armstrong, Owner Blus’
2. Chris Chantler, Co Owner Vail Mountain Coffee and Tea Co.
3. Angelica Palladino, Food and Beverage Director, Four Seasons
4. Doug Wooldridge, Manager; Two Elk Restaurant Vail Resorts
5. Greg Moffet, Owner Tiga Advertising
Taste of Vail Budget
Income
Sponsor
CSE 70,000.00$
Restaurant 9,330.80$
Winery 25,850.00$
Associate 70,000.00$
Total Sponsor 175,180.80$
Auction Revenue 13,000.00$
Signature Pass 36,000.00$
Grand 51,500.00$
Lamb/Apres 40,000.00$
Picnic 42,000.00$
Rose'Dinner $9,000.00
Ticket Revenue 178,500.00$
Soft Goods 1,000.00$ Mktg
Total Income: 367,680.80$
Expense
Sales Tax 10,201.08$
Event Expenses
Auction 1,500.00$
Grand 35,000.00$
Lamb 18,500.00$
Picnic 12,000.00$
Rose'17,000.00$
Seminar 5,000.00$
Taste of Vail Budget
Event Costs
Ads 44,000.00$
PR 28,000.00$
Web/Design services/eblast 30,000.00$
Sponsor expense 28,000.00$
Printing 14,000.00$
Admin/Staff 78,000.00$
Wine/photographer 20,000.00$
Insurance 12,000.00$
Soft Goods 2,000.00$
Total Expense cost 355,201.08$
Net Income:12,479.72$
TASTEProfit and Loss Standard
September 2012 through August 2013
Sep '12 - Aug '13
Total 3300 Ticket Revenue 143,099.12$
Soft Good Revenue 1,240.00$
Auction 9,213.89$
Sponsorship Revenue 92,548.74$
Sales Taxes -5,666.68
Uncategorized Income 168.87
Interest Income 17.06
Total Income 240,621.00
240,621.00
Expenses
Nordic Expense 1,300.59$
5100 Auction 300.00$
5300 Grand Tasting 27,088.92$
5400 Lamb Cookoff 17,436.88$
5500 Pinic 11,844.35$
5600 Seminars 4,235.15$
5800 Other Event Costs 19,876.44$
Total Event Expense 82,082.33$
6100 Advertising/Marketing/PR 61,798.47$
Total 6300 Printing 13,191.69$
Administration/bank charge/acctg/ins/supplies 67,745.02$
Total Expenses 224,817.51$
15,803.49$
Event Recap: Taste of Vail
Taste of Vail: April 3-6th, 2013
Office: 970-401-3320
Mobile:970-401-3320
info@tasteofvail.com
2
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
Vail Brand Compatibility
3
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
Standard of excellence met by:
• The estimated gross revenue from Taste of Vail is 1.1 million dollars.
• 93% of the sample surveyed came to Vail specifically for the event. 86% are
extremely likely to return. 57% of people who came came stayed in Vail.
• We revived the brand in 2012 that fits better with Vail look and feel. We
enlivened wellness through our new events, The Nordic Wine Sampler and Vail
Restaurant Night.
• We created an international aspect by hosting international media with a group
of writers from Mexico.
Event Strengths & Weaknesses
4
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• Exceeded expectations:
• The Lamb Cook-off grew in town and was spread out with a larger footprint, which gave guests more
space and allowed guests to see the entire town.
• The upscale, health conscious, outdoor enthusiasts were in town exploring, lodging, shopping and
eating. We brought the market that the Vail Brand is looking for into town. The survey results told us
that people came to ski, shop, enjoy food and wine.
• We created Restaurant Night on Friday Night. The Taste of Vail listened to CSE's feedback and
created this new event that allowed every restaurant to promote a menu/specials and have pairings
with participating wineries The event drove people into restaurants to help generate revenue for the
restaurants that participate in TOV.
• The Taste of Vail also created the Nordic Wine Sampler on Wednesday afternoon as the kickoff for the
event. This event infused more wellness-oriented activities into the food and wine festival. This also
provided a new, exciting element to the event which started a day earlier.
• The Taste of Vail has cut down on comps by 20%.
• We increased our social media campaign and doubled engagement via facebook and eblasts with
guests.
Event Strengths & Weaknesses
5
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
Measures that could be taken for event improvement:
• The engagement of the restaurant community is an area where we have had several
different emails, phone calls, contacts with participating restaurants and given them
"ways to get involved" and yet no one participated in the marketing/pr effort. We will be
working with each restaurant again to ensure that our marketing efforts begin in August.
• The recycling and garbage was an issue this year. We have met with Public Works and
informed them that we will be hiring staff to ensure this is taken care of.
• We will be including additional engagement in the Denver market. The board would like
to do a kickoff event in Denver to get more front range visitors excited about the event
This has not happened due to cost.
Event Budget
6
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• Total event budget: See attached
• CSE funds: $30,000
• Profit and loss: $26179(will be utilized to hire assistant and sponsorship coordinator
for event)
• In-kind sponsorship:
• Vail Resorts
• American Lamb Board
• Acqua Panna/S Pellegrino
• Brown Fornman
• 5280 Magazine
• Marczyk Foods
• Niman Ranch
• Vail Mountain Coffee &Tea
Event Budget
7
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• In kind Sponsorship:
• Vail Marriott Mountain Resort
• Tiga Advertising
• Avid Design
• TV8
• Cash sponsorship
• Slifer Smith & Frampton Real Estate
• Dry Soda
• Tender Belly
• Vail Fine Wines
• West Vail Liquor Mart
Estimated Results*
8
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
*
Based
on
survey
results.
• Estimated attendance:
• If non-ticketed, method you used to estimate attendees:
10, 731 total
• % of people in Vail specifically for event:
• 93% of people came to Vail for Taste of Vail
• % of people attended previous years:
69% of attendees had attended in previous years. 31% were first time
attendees for 2013.
Estimated Results*
9
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• AIendees
came
from
(local,
regional,
out
of
state,
interna9onal):
Colorado
58%
California:
7%
New
Jersey:
7%
Texas:
7%
Illinois:
4%
Interna9onal:
5%
Other
States:
3%
• Average
age
and
income
bracket
of
aIendees:
• 35-‐54:
58%
• 55-‐64
plus:
34%
AIended/graduated
college:
97%
Post
Graduate:
41%
Household
Income
100-‐199,999:
30%
200K
plus
47%
*
Based
on
survey
results.
Estimated Results*
10
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• Lodging:
• 93%
aIendees
stayed
in
Town
of
Vail:
• Average
amount
spent
on
lodging/day:
$301
• Es9mated
room
nights
booked
due
to
event
associa9on:
842
•
Lodging
call
to
ac9on:
The
Taste
of
Vail
had
packages
with
all
the
par9cipa9ng
Lodging.
• $253,806
based
only
on
those
staying
in
Vail
• Dining:$406,631
• Shopping:
$204,709
• Other
Ac9vi9es:
$104,473
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
11
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• Addi9onal
Town
of
Vail
spending
event
generated:
$969,619
• Ra9o
of
revenue
to
amount
of
funding
received:
97%
• Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**
• $44,000
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excep9on
of
short-‐term
lodging
which
collects
5.4%
aber
the
addi9on
of
a
1.4%
local
marke9ng
district
tax.
For
more
informa9on:
hIp://www.vailgov.com/
subpage.asp?dept_id=48
Visitor Intent to Return*
12
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
Sa9sfac9on
ra9ngs:
• 86%
are
very
or
extremely
likely
to
return
• Survey
Comments:
• ”
We
purchased
a
$75
9cket
for
Lamb
and
loved
every
aspect
of
it.
“
• “The
town
was
in
its
prime
and
loved
the
lifestyle
we
were
provided.”
• “This
event
seems
to
get
beIer
every
year
we
come.”
*
Based
on
survey
results.
Topline Marketing Efforts
13
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• 40% of our guests were informed via our eblasts that went out. The eblasts went out from
September to April 2013. We had 56,000 eblasts go out.
• Successfully engaged our Taste of Vail Facebook community with contests leading up to event.
Taste of Vail Facebook grew by more than 52%
• Taste of Vail contracted and had six video segments featuring Lamb Cook Off, Mountain Top
Picnic and the Grand Tasting. This has given Taste of Vail a large presence in all social media
venues.
• Our print publications: 5280 Magazine, Applause, Aspen Daily News, Aspen Times, Denver Post,
Summit Daily News, brochures, postcards, program, Taste of Vail banners and Vail Daily with a
total print impression of 7,230,720
• Through the help of our PR firm media outreach was bigger. The pr effort continued to have a
strong Front Range and regional presence with select national placements in outlets such as
Forbes.com
• The Taste of Vail has started to extend reach to the international market by partnering
with Vail Resorts to bring in a culinary press trip from Mexico featuring some of the most
prominent gastronomy writers in Mexico.
Community Contribution
14
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
The Taste of Vail is a promotion of Vail as a world-class culinary
destination.
The Taste of Vail is an idea, a platform for promoting the Vail lifestyle
via the community’s ever-evolving food and beverage assets. This is
done through the organizations iconic food and wine event in the
spring, along with additional activities throughout the year to support
and elevate the community.
Sustainability Efforts
15
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
We
begin
by
u9lizing
post
consumer
recycled
paper
on
all
collateral
and
printed
materials
We
were
innova9ve
in
our
use
of
corn
based
service
wear
both
plates
and
utensils.
We
composted
as
much
as
possible.
At
each
sta9on
recycling
is
available.
We
have
a
person
at
each
event
responsible
for
overseeing
green
prac9ces.
By
the
very
nature
of
the
event
we
encourage
public
transporta9on
and
shuIles.
2014
we
will
be
hiring
a
staff
to
ensure
that
the
compos9ng
and
recycling
is
done
to
the
utmost
caliber.
Additional Information
16
Town
of
Vail
|
CSE
|
12/15/11(presenta9on
date)
• Budget attached
• Power point with pictures/summary of events attached
Additional documents attached to presentation: