HomeMy WebLinkAbout6. 2013 Memorial Day Event 010313V22013 Memorial Day Event
Status Update
1/3/13 V2
Qualitative Research
- Completed December 2012
- Culinary Festival concept was the clear choice of 2 focus groups encompassing 12 qualified prospects
- Desirable themes: 1) enthusiasm for the participatory idea, 2) hands on involvement in cooking,
mixology, pairing, sampling et. al., 3) celebrity aspect, 4) insider kitchen access
- Conclusions: this concept would generate enthusiasm, passion and ultimately consideration for the
right prospect
Quantitative Research
- Completed December 2012/January 2012
- approximately 4000 Front Range and destination people (approximately 85%/15%) in the Gourmet on
Gore data base were mailed a short survey post-Christmas 2012. Same methodology as a post event
survey was utilized. For incentive, respondents were entered into a 3-day weekend for two next
summer in Vail)
- Responses are still coming in – as of 1/3/13 we’ve received close to 170 responses (already 4%
conversion which is roughly double a decent result)
- Consumers received the qualitatively tested concept (see exhibit A), and were then asked to rate the
idea on a variety of measures including relevance, enthusiasm, and likelihood of prompting or
contributing to their consideration when choosing a Memorial Day weekend destination
- Conclusions: while results are still being tabulated, directionally based on a bottom line scan, results
show about 73% very favorable in terms of this event increasing their decision in favor of choosing Vail;
on this basis it’s easy to conclude the concept is a differentiator
Recommendation/Next Steps
1 - Given the relative short lead time, we need an engaged, enthusiastic event producer with experience
in this category and the Vail landscape who can hit the ground running
2 - Recommend proceeding with Highline who already produce Gourmet on Gore, Oktoberfest and
other food orientated events on behalf of Vail. Highline are engaged and supportive of proceeding in
this scenario; equally, they are also interested in producing Vail Restaurant week next October
3 - this would require proceeding without an RFP
4 - Absolutely need active involvement and buy in from restaurant community; recommend a first
meeting with three groups:
a) appropriate representative council from the restaurant community
b) CSE/TOV staff representative team
c) Highline
5 – Highline to present an initial run-of-show/planned framework along with an initial budget
incorporating CSE funding, revenues and costs at January 9th CSE meeting seeking input and
commitment. CSE final sign off.
6 – Highline to proceed to a full blown event plan – including event development ( venues, talent,
partnerships), final budgeting and marketing plan integration with VLMDAC due to CSE on January 25th
for submission to CSE board for approval by January 28th and presentation to Town of Vail Council on
February 5th.
Miscellaneous Notes
- Should we approach Beaver Creek as a courtesy and to pre-empt a scenario such as that which
occurred with Mojo Man last year?
- An emerging larger idea is one that’s been mulled over for several months now which is to look at
developing a larger ‘Culinary Vail’ umbrella brand; this idea would envelope the new Memorial Day
Event, Taste of Vail, Gourmet on Gore, Oktoberfest (food excellence would be a route to improve and
evolve Oktoberfest, a notion that’s been echoed for several seasons now) , and potentially other events
- this larger idea would encompass an integrated effort with the VLMD – potentially a web environment
supported by SEM and SEO, a self-liquidating magazine, development of a database with associated
CRM, and other marketing initiatives – all of it aimed at the now validated insight that quality of food is
a principal driver of consideration for summer visitation
Initial Memorial Day Event Ideas
- Central staged focal point at Solaris Plaza and/or Vail Square at Arrabelle
- Substantive media sponsorship via magazine or possibly television (Discovery Network has shown
initial interest in and around new culinary programming)
- Tented Iron Chef style stadium around the working concept of ‘Vail versus the World’
- Expansion of the successful Gourmet on Gore Friday night programming into a weekend long series of
classes, tastings, mixology events, pairings, etc.
- Solaris stadium participatory events each of three days involving for instance 100 consumer stations
each outfitted with the same cooking station and ingredients led by a celebrity chef; day 1 Sushi making
contest, day 2 BBQ, day 3 gourmet pizza contest