HomeMy WebLinkAbout2014_06_15 Vail Farmers Market RFP+RECAPVail Farmers’ Market and Art Show
2014 June 15th- Oct 5th
CSE Funding Application
Vail Farmers’ Market and Art Show
Vail Farmers’ Market and Art Show
Proposed Dates: June 15th- October 5th 2014 Sundays from 10 AM-3:30 PM (actual event) (17
Sundays)
Funding Requested: $60,000
Producing Entity:
Meadow Drive Partnership/Vail Farmers’ Market
1. President or Executive Director’s Name: Marc LeVarn
2. Name and Title of Person Completing the Application: Angela Mueller
3. Address: PO Box 1978 Vail, CO 81658
4. Contact Info: Telephone : 970-401-3320 Cell: 970-401-3320
E-Mail Address: vailfarmersmarket@gmail.com
5. Website: www.vailfarmersmarket.com
6. Number of Years your organization has been in business: Twelve years
7. Mission Statement: Promote and enhance business on Meadow Drive
8. Organization's tax status ____ Non-Profit*____ Not-for-Profit* X
Non-Profit (501C-3), or Not-for-Profit (501C-6) organizations, please attach current State
Department of Revenue Certificate with this application. See Attached
Tax payer ID#__74-3046250
Does the Event benefit a charity? Yes _____ No X
If yes, please name the beneficiary:
Vail Farmers Market and Art Show
Event Description:
1. Brief Description of Event and activities:
The Vail Farmers’ Market and Art Show is the most well attended event in Vail. The 2013
event had 205,000 people attend during the 17 Sundays of the Market. In 2014 we will
have a variety of musical entertainment, including the Vail Jazz Foundation for 10 Sundays
in Solaris plaza. The market will keep the increased selection of produce for 2014.
Activities for children are very popular and will include caricatures, the bouncy house and
the mechanical bull. The Vail Farmers’ Market & Art Show will continue to incorporate the
Vail brand by appealing to active guests who enjoy culinary events, our unique artisan
items, and the Market’s festive atmosphere.
The Market creates a sense of community in Vail. Locals enjoy lunch outdoors, purchase
produce and visit with friends. Tourists enjoy the colorful activities, and purchase items that
will continue to remind them of their special time here. We have not only brought people
into Vail every Sunday all summer long, we have provided them with an enjoyable
experience that we believe celebrates Vail’s glorious summer environment and will prompt
many of our guests to return in the future.
Vail Farmers’ Market and Art Show
2. Describe where event will be located within the Town of Vail:
The Market will be located on Meadow Drive from Vail Road to the Covered Bridge. The Market will also occupy
one side of Willow Bridge Road (West Side)
The event will be on Sundays from June 15-October 5th, 10 AM- 3:30 PM
The buses will be asked to be on the Market route for the Sundays the market is in town.
3. Will any portion of the event take place outside of the Town of Vail?
_______Yes X No If yes, please explain
4. Will additional in-kind services be required from the Town of Vail? Yes X No ____
If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus
service, parking, traffic control, street closures, etc. The event promoter will be charged for all labor,
materials and equipment unless such services are specifically exempted and approved as part of the
Special Event Permit.
Meadow Drive will need to be closed to buses and vehicle traffic. The in kind funding was requested from TOV
Council for traffic control, temporary bus stop signs, parking signs, trash and recycling pickup, electrical
connections, and bike racks etc. to run a large, successful market.
The town used the Market as a test for sustainability this year. We want to thank the town for an amazing effort
and made recycling and composting effective. We would like to ask for this to be present at our market every year.
Vail Farmers’ Market and Art Show
5. Is this a: New event ____ Existing event X Number of years in existence 12
Location(s) of event in previous years:
East Meadow Drive from Vail Road to the Covered Bridge and Willow Bridge Road
6. People:
Number of participants (athletes, artists, exhibitors, etc.) anticipated 140
Number of volunteers needed 5 Number of event staff 4-5
Total Number of spectators anticipated 205,000
Local 28% In-state (non-local) 27% Out of State 43% International 1%
Based on survey results we compiled 515 surveys done throughout the 15 Sundays
7. Description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. What return on investment (ROI) should the Town of Vail expect?
The Market makes a genuine effort to advertise in newspapers we feel will bring in weekend adventure travelers.
Our advertising includes events happening in Vail, and this decision to create synergy between town events definitely creates a feeling of community that brings the Vail Brand to life for in-state and local visitors. Local hotels
and restaurants have benefited from the Market and the crowds it brings to town every Sunday. Our Market has given weekend visitors a good reason to stay late on Sundays. The unique atmosphere we always generate
ensures the 2014 market will bring droves of people to town to spend their money and relax for the day just as they’ve been doing for over ten years now.
We bring people into our community, and in the summer of 2013 we brought over 205,000 people into Vail. Tourists want to attend the Market during their visit and we often hear people comment that they lengthened their
stay in Vail so they can specifically attend the Market. The average number of nights stayed by those visiting Vail in paid lodging is 4.6 nights.
The Market produced approximately 9,600 room nights over the course of the summer with an average nightly rate of $220. The estimated gross revenue generated was approximately 12.5 million dollars- an increase of 5.9
million dollars from 2012.
Vail Farmers’ Market and Art Show
Many small businesses tell us that Sunday is their busiest day and without the customers the Market
brings to town they would be struggling to get through the summer. We firmly believe that revenues
generated directly and indirectly by the Market are part of the reason Vail’s retail mix remains healthy and
diverse.
The household spending of guests staying in paid lodging in Vail is $4,607,197
The household spending of all other overnight guests who came for the event is $3,953,837
The household spending of local/in state day visitors is $3,953,618
The sales tax number had record highs for 2013. We know that the market brought in more people than we have
ever seen. We have had 17 Sundays each summer, bringing in 8,000 and up to 14,000 people a Sunday. The
Market has become a reason to come to Vail. The visitors shop and eat both at the Market and in the Village.
Sales and taxes are generated by many other local merchants and restaurants that benefit from the thousands of
additional visitors in Vail every Sunday.
1. Budget- See Attached
2. What % of the total event budget is the CSE being asked to fund?
28.4%
3. Describe briefly how you will use the funds that you are requesting from the CSE.
There will be several different areas we will be using the funding from the market
If funded, we will use money from CSE and our sponsorships to ensure the market is a true farmers market. To
achieve that goal we will offer to subsidize gas expenses for farmers in an effort to bring more diverse and high
quality produce to Vail from a wider range of producers than we currently draw. We will have ten farmers/cheese/
meat vendors in 2014. With funding we can supplementing gas expense up to $150 per market per farmer. More
farmers creates a more authentic Colorado Market. One of the the most requested items from our survey is more
produce, yet ironically farmers tend to have some of the lowest sales totals amongst our vendors. Offsetting gas
expense for our vendor farmers will create loyalty to the Vail market and the diverse mix of produce surveys say
our visitors would like to see.
Vail Farmers’ Market and Art Show
We also invite local non profits to participate at the Market, with no vendor fee, only the sales tax license. We keep 1-2
tents a week for non profits such as
Betty Ford Alpine Garden
The Nature Center
Vail Recreation District
Vail Rotary
The Market will be following its sustainable movement and have filling water stations available throughout town/with
funding. These stations will require staff.
The funds will allow us to continue presenting the event for 17 Sundays on Meadow Drive. We have extended the
market to include the first week of October. The funds will help ensure our management team stays in place.
4. Should the CSE decide not to support this event, will it still occur? Yes, with less market days and we will
also not be providing subsidized gas to the farmers to come to the market.
5. What is the $ amount of sponsorships from alternative sources reflected in the event budget?
$40,000
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.)
50.2%
7. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years beyond
2014?
Yes, Annually for 17 Sundays a summer.
Vail Farmers’ Market and Art Show
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, what %, if any, of the total event
budget do you anticipate requesting next year?
Yes, with the economic season and sponsorship dollars we will be asking for funding to ensure our event follows
the Vail guidelines and enhances the guest experience. The Vail Farmers’ Market and Art Show has become an
iconic event and we rely on the funding from the town to ensure it is following the Vail brand and sustainability
levels. During the 2014 season we will be relying on even more sponsorship dollars. We are asking for funding to
ensure the market is able to continue its sustainability efforts, marketing and adhering to the Vail brand guidelines.
We have been requested to have no water bottles for the market for 2014. This effort requires having at least one
staffed filling station that can be brought in for the market days.
The Vail Farmers’ Market & Art Show is Vail’s iconic event for summer in Vail that brings in 12.5 million dollars in
gross revenue. In 2013 the Town’s contribution to the Market generated 500,000 in sales tax for the Town of Vail.
(ROI)
Vail Farmers’ Market and Art Show
1. Marketing plan and detailed explanation of potential for sponsorships and media exposure
The marketing plan will be to continue our advertising in newspapers
• The Vail Daily we will run 5 full page ads per week,
• The Summit Daily 2 full pages per week,
• Leadville Chronicle 1 full page ad per week,
• Glenwood Post one full page ad per week,
• The Aspen Times 1 full page ad per week,
• The Ft Collins 1/3 page ad per week,
• The Sky Hi Daily News 1 full page ad per week
• The Grand Junction Daily News One full page ad per week.
• The radio stations that we are utilizing are Mountain Radio: KZYR, KRYSTAL, KSKE, KQSE, KTUN, KNFO,
KCMV.
• The Vail Farmers’ Market will work with VLMD to ensure all our events are promoted within the marketing
guidelines.
• Facebook posts will be done weekly to encourage visitors and in 2013 had a growth of 50%
• Email blasts will be done weekly
• Press releases will be sent to concierges, visitor info centers, newspapers, radio, etc to gain the free word of
mouth and media exposure. Private newsletters (condos, real estate, etc.) have promoted the Market as an
exciting event in Vail.
Vail Farmers’ Market and Art Show
• We promoted other Vail events in our advertising for the 2013 Market and plan to do so again in 2014. Vail
events promoted by the Vail Farmers Market in 2013 were:
– Vail Summer Nights Concerts,
– Jazz at the Market
– Jazz at Vail Square
– Vail Street Sale
– Bravo Events
– Gourmet on Gore
– Vail Jazz Party
– Rotary Duck Race
– Oktoberfest
– Lionshead Art Show
– Vail Dance Festival
2. Explanation of potential for sponsorships and media exposure
We are currently working on sponsorships that will work on media exposure for the Market. There is work
being done to create an activation that will be marketed nationally for the market.
3. Specify any marketing support you are requesting.
We are asking to be a part of the VLMD marketing for the Summer Vail. We ask that any information that is sent out has the Vail Market and Art Show dates and time in.
We will use $20,000 of the funds for our social media and Vail Branded ads. We will use 10,000 of the funds for our entertainment, which will be promoted in our ads and be updated weekly.
4. PR and Marketing Contact: Angela Mueller: vailfarmersmarket@gmail.com
970-401-3320
Avid Design: Brad Farans: 970-331-6635: brad@avidonline.com
Vail Farmers’ Market and Art Show
Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a description of how you will track the number of lodging nights generated.
• The Vail Farmers’ Market will market the event as a value added experience for the active outdoor enthusiasts that come into Vail and encourage these visitors to stay over on Saturday to attend the
market and also stay later on Sunday than they would otherwise plan to do. We create added value by advertising events occurring along with the Vail Farmers’ Market and Art Show. This synergy gives Vail
guests a reason to increase the length of their stay in Vail.
• The 2013 survey found that of those that came to Vail for the VFM, 59% were locals and 33% were overnight guests.
• 54% of the attendees were from Colorado, and of the overnight guests who stayed in paid lodging (32%
of total accommodations), 72% stayed in Vail.
• The average number of nights stayed by those staying in paid lodging within Vail was 4.6 nights, and the
VFM produced approximately 9,600 room nights over the course of the event with an average nightly rate of $220.
• The lodging dollars spent in Vail for 2013 was approximately $2,114,203.
• Hiking, mountain biking, and road biking were the most mentioned favorite summer-time hobbies, which
allow us to be a value added experience for the demographic we see coming to the market.
• We will continue to send the marketing to all the concierges. We feel that the Vail Farmers’ Market & Art
Show keeps people in town for a longer time. The event gives them a reason to stay for an extra day, or leave later on a Sunday or Monday.
Vail Farmers’ Market and Art Show
5. Previous year’s event evaluation, including income and expense statement
The 2013 Vail Farmers’ Market & Art show surpassed the 2012 event, which was a huge success.
We had approximately 205,000 people attend in 2013. We have watched the market grow and
bring more people in each Sunday of the summer. The sales for June and July prove that we
have had another banner year. Locals and business owners know that without the Market they
would not have people in town every Sunday. The locals say that they enjoy coming into Vail with
their families. This year the extended markets brought people into town, on days when there
would have been a very small crowd. See the attached income and expense statement. See
attached profit and loss and wrap up
Past or projected demographics of event attendees and spending:
The 2013 survey showed us that the customer base were couples and families. 57% of the guests
were married with children. (Living at home and not living at home) When we spoke with the
businesses they expressed that the market has made their summer and every Sunday they have
traffic in their stores. The Market also generates a significant number of visitors for every other
Sunday event. The 2013 survey shows us that 54% of visitors are from Colorado, 9% are from
Texas, 4% are from Florida, 4% from Minnesota, 3% from California. (based on 515 people
surveyed in 2013 market)
Vail Farmers’ Market and Art Show
Board Members of Meadow Drive Partnership:
• President: Marc Levarn: Vail International Gallery
• Treasurer: Susan Rapson: Owner, A Secret
Garden
• Secretary: Jonathan Staufer: Owner, Grappa
• Board Member: Nick Calello: Sebastian
• Board Member: Tara Picklo: Yetis Grind
• Wrap up: 2012 is attached
2013 survey info arrived Oct 17th.
The Vail Farmers’ Market and Art Show
VFM Budget- 2014
Income
CSE income $60,000.00
Sponsorship Income $40,000.00
Standby Income $1,100.00
Tent Space income
Farmers $6,500.00
MD $5,500.00
$85,000.00
Tent Total Income $97,000.00
$198,100.00
Expense
Advertising $44,000.00
Bags $8,500.00
bank charge $400.00
contract labor $51,000.00
deposit return $400.00
entertainment $19,500.00
equipment expense $850.00
food expense $800.00
mail/$150.00
office supplies $834.00
permits $1,895.00
sponsorship $7,500.00
storage expense $3,500.00
subscription $30.00
supplies $850.00
banners $1,500.00
traffic control $8,000.00
gas fee $25,500.00
Water filling stations $14,000.00
Rent $2,400.00
Expense $191,609.00
Net Income:$6,491.00
Vail Farmers' Market and Art Show
Profit and Loss Standard 10/16/13
January through December 2013
Jan - Dec '13
Ordinary Income/Expense
Income
First bank-deposit acct 1,800.00
grant expense 1,000.00
sponsorship income 50,100.00
standby income 1,200.00
tent space income 84,300.00
Total Income 138,400.00
Expense
Total advertising 45,200.00
bags 7,895.00
bank charge 245.00
contract labor 51,000.00
deposit return 75.00
entertainment 12,000.00
equipmen expense 1,250.00
food expense 67.62
Internet 154.86
office supplies 834.54
parking 15.00
permits 1,795.19
reimbursement 2,590.01
Rental Expense 1,200.00
storage expense 2,500.00
subscription 25.00
photos 1,500.00
supplies 653.00
survey expense 2,000.00
traffic control 6,500.00
Total Expense 137,500.22
Net Ordinary Income 899.78
899.78
Event 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
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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
4
Town
of
Vail
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CSE
|
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
|
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
|
CSE
|
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: