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Home My WebLink AboutFEAST! Vail 13_TOV_1.31 FINALFEAST! VAIL MEMORIAL WEEKEND 2013 KEY VAIL RESEARCH LEARNINGS AND EVENT OPPORTUNITIES  Luxury did not resonate at all – luxury within the Vail brand connotes the outdoors and quality time, not material possessions and acquisition. Vail is for participants.  Music – participants are knowledgeable of Vail’s and others music events and saw a Memorial festival as perhaps too much; when we pivoted to January discussion in group 2, as an après, ‘walk around’ concept there was far more traction.  Food – strong traction, especially in group 2, and spread amongst younger to older; enthusiasm and strong themes: o Hands on, participatory, competitive and celebrity elements o The idea of wine pairings, mixology, demos, classes, children’s cooking, kitchen tours o Celebrity aspects especially well received; Iron Chef, ‘Throw Downs’ o Indoor/Outdoor, competitions amongst attendees o Possible tie to Health & Well-being EVENT OVERVIEW This Memorial Day weekend Vail kicks off the summer season and tempts the taste buds with all things culinary. FEAST! Vail is a brand new event that will bring a fresh look at the superior culinary talent we have here in the Vail Valley by pairing up our chefs up against some of the best talent from Denver and it will be a weekend not to be missed. These masters of the kitchen will open their doors for a weekend of food, wine and spirits that is sure to leave you hungry for more! Join us for intimate food and wine paired meals including features from renowned chefs from the Front Range. Learn tricks of the trade, sample, be amazed, and get inspired with 12 custom seminars daily. Exercise while still honing in on your epicurean side with our morning lifestyle events all paired with a signature brunch. The event will roll into the evening with lively après events where you can meet and mingle with guest chefs. For a more exclusive approach come to one of the intimate wine paired dinners which will bring you face to face with our guest chefs paired up with some of Vail’s finest talent to bring you a dinner to remember. Save the date for this new event coming to Vail which highlights the best of Vail Culinary talent while keeping the experiential elements for our adventurous Vail guests in mind. FEAST! VAIL MEMORIAL WEEKEND 2013 PRELIMINARY SCHEDULE FRIDAY, MAY 24 SINGLE BITE NIGHT Location TBD 6 - 9pm | Price TBD Look out Vail, here comes the ultimate customized tasting event to start the Vail holiday in style! Come enjoy a variety of bites and wash it all down with microbrews and spirits from around Colorado. This event will focus on a unique experiences for the guest, complete with music, flare and fun restaurant displays to kick off the event in a memorable way. No need to vote for your favorite partake in them all, after all it’s the start to an amazing holiday weekend! SATURDAY, MAY 25 BELAY AND BRUNCH Vail Athletic Club, Vail 10 - 11:30am | $50 Take this Memorial weekend to new heights with an instructional climbing clinic at the Vail Athletic Club. After you have reached your peak guests will enjoy an early afternoon brunch at Terra Bistro. This event is open to all ability levels and no equipment is necessary. CULINARY VAIL - SESSION ONE Solaris Culinary Promenade & Pop-up Culinary Venues 11am - 11:45pm | Included with your Culinary Vail weekend pass or $25/session Join renowned chefs from around Colorado and our own world-class talent from right here in the Vail Valley for the best of the West! Guest will have the opportunity to choose from four different culinary, wine and cocktail seminars that are sure to please the palate. Each seminar is unique and independent to that chef, restaurant and expertise but no matter the focus they are guaranteed to inspire your taste buds and leave you hungry for more! Each seminar is first-come, first-served. CULINARY VAIL - SESSION TWO Solaris Culinary Promenade & Pop-up Culinary Venues 12:30 - 1:15pm | Included with your Culinary Vail weekend pass or $25/session The mouthwatering excitement continues with the next four seminars for the afternoon. Some of the seminars will rotate and some will repeat, making sure that there is plenty of opportunity for guests to enjoy a variety of options while still having time to see their favorites. Each seminar is first-come, first-served. CULINARY VAIL - SESSION THREE Solaris Culinary Promenade & Pop-up Culinary Venues 2 - 2:45pm | Included with your Culinary Vail weekend pass or $25/session One final seminar session for the day that will again include four more options for guests to indulge. Each seminar is first-come, first-served. HAPPY HOUR – BOWLING AND BITES Bol, Solaris Vail 4 - 6pm | Complimentary admission. Cocktail, food and bowling specials available with your spare time get the evening rolling with Culinary Vail’s Happy Hour at Bol featuring signature cocktails, bites and of course bowling. Admission and live entertainment are complimentary; cocktails, food and bowling specials will be available from 4-6pm. FOOD & WINE PAIRED DINNER FEATURING GUEST CHEF TBD Location TBD 7:30pm | Ticket price TBD FEAST! VAIL MEMORIAL WEEKEND 2013 Join renowned guest chef TBD paired with local favorite, Chef TBD for an intimate food and wine paired evening. This special event will sure to be an evening to remember. Spaces are limited so please register early. SUNDAY, MAY 26 HUNGRY HIKE Meet at the base of the Eagle Bahn Gondola, Lionshead 8:30 - 11:30am | $50 Rejuvenate your body before the final day of culinary action. Join local trail expert for a steady hike up Vail Mountain. Upon completion of this hike guest will enjoy a picnic brunch on Vail Mountain and a complimentary gondola ride back down. This event has limited space so sign up early so you don’t miss out on the fun! CULINARY VAIL - SESSION ONE Solaris Culinary Promenade & Pop-up Culinary Venues 11am - 11:45pm | Included with your Culinary Vail weekend pass or $25/session Join renowned chefs from around Colorado and our own world-class talent from right here in the Vail Valley for the best of the West! Guest will have the opportunity to choose from six different culinary, wine and cocktail seminars that are sure to please the palate. Each seminar is unique and independent to that chef, restaurant and expertise but no matter the focus they are guaranteed to inspire your taste buds and leave you ready for more! Each seminar is first-come, first-served. CULINARY VAIL - SESSION TWO Solaris Culinary Promenade & Pop-up Culinary Venues 12:30 - 1:15pm | Included with your Culinary Vail weekend pass or $25/session The mouthwatering excitement continues with the next six seminars for the afternoon. Some of the seminars will rotate and some will repeat, making sure that there is plenty of opportunity for guests to enjoy a variety of options while still having time to see their favorites. Each seminar is first-come, first-served. CULINARY VAIL - SESSION THREE Solaris Culinary Promenade & Pop-up Culinary Venues 2 – 2:45pm | Included with your Culinary Vail weekend pass or $25/session One final seminar session for the day that will again include six more options for guests to indulge. Each seminar is first-come, first-served. HAPPY HOUR – GET FROSTY Frost, The Sebastian, Vail 4-6pm | Complimentary admission. Cocktail and food specials available in honor of our host all FROSTY cocktails will be on special as live entertainment and tasty bites are served all around you. Admission and live entertainment are complimentary; drink and food specials will be available from 4-6pm. FOOD & WINE PAIRED DINNER FEATURING GUEST CHEF TBD Location TBD 7:30pm | Ticket price TBD Join renowned guest chef TBD paired with local favorite, Chef TBD for an intimate food and wine paired evening. This special event will sure to be an evening to remember. Spaces are limited so please register early. MONDAY, MAY 27 BRUNCH BUNCH Larkspur Lawn, Vail 10:30am - 12pm | Ticket Price TBD Come be part of Vail’s largest outdoor table (and kids table). Join renowned local and guest chefs for one final meal. Mouthwatering food, endless mimosas, live entertainment all set under the Gore Range; this family style, farm to table brunch is one that will not disappoint! FEAST! VAIL MEMORIAL WEEKEND 2013 COMMUNITY INVOLVEMENT FEAST! Vail is the opportunity to showcase Vail, Colorado as a top culinary destination. Not only by Vail’s stand-alone talent but pair our local talent up with and against the most renowned talent from the Front Range… the best of the west! In order to achieve this level of exposure and excellence it takes a village. Highline plans to have the following community involvement:  Meet with key members of the dining community to get expertise and see the level of involvement that would be realistic for a local restaurant that time of year  Reach out to the TOV for there backing and approval of the overall event concept  Reach out to top restaurant talent to get their support and use their Front Range resources to help leverage the event and bring it the top level culinary talent  Meet with potential media and event sponsors to bring more credibility and resources to the event  Reach out to the full Vail dining community to start filling out the schedule with meaningful and top level programming that will truly show off Vail’s aptitude. If participation is high events will be selected and distributed on a first-come, first-served basis  Reach out to the lodging community to put together packages for the weekend that will entice out of town guests and also include credentials for weekend events  Partner with key lodging properties to utilize valuable venue space for potential events  Work with the dining community to help spread the word through local and internal marketing resources (check presenters, personal databases, etc.) FEAST! VAIL MEMORIAL WEEKEND 2013 MARKETING STRATEGY Objective  Generate maximum early awareness of Feast! Vail via integrated VLMDAC Front Range campaign complimented by a targeted Vail Valley push. Tactics  Targeted cable TV, Denver Post, and highly targeted digital campaign (FB, Twitter, SEO/SEM, video).  Possible tactical outdoor use in concentrated ‘food’ neighborhoods (e.g. LoDo, Highlands et. al.)  Co-op with celebrity chef and participating restaurant customer lists  VRI and existing foodie data bases (e.g. Gourmet on Gore list)  Vail Valley integration consisting of print, radio, TV and grassroots promotion including postering and POS handbills. Target Audience  Front Range Couples, Professionals; Secondary = Families with Children  Some destination targeting  Summit and Eagle Counties Timing  Circa May 1st for paid media  ‘Seed’ April with early free media awareness FEAST! VAIL MEMORIAL WEEKEND 2013 FEAST! VAIL BUDGET FRAMEWORK The FEAST! Vail event budget will require careful construction and management in order to successfully produce the inaugural culinary event. There will be a number of expected revenue streams produced by the event beyond the TOV/CSE funding that will help to offset the many expenses associated with an event of this size and caliber. These revenue streams are expected to include pass/ticket sales, sponsorships, merchandise sales (branded aprons, glasses, cutting boards, cook book, et al) and F&B sales. Revenue estimates will be honed once the complete schedule of events is finalized. On the expense side of things, we see the major costs being tenting/rentals, staffing, costs associated with bringing in the guest chefs and marketing. We are anticipating that we will receive the marketing expertise and spend of VLMDAC to help showcase this culinary kick-off to summer in Vail. Additionally, we will look to solicit value-in-kind contributions from numerous vendors to help liquidate the numerous event expenses. Some of these may include but are not limited to trade with advertising outlets, rental companies, lodging, and more. Value-in- Kind is especially important with a first year event. Expense estimates will be finalized once the complete schedule of events is determined. In closing, Highline has over 15 years experience managing large event budgets, including culinary events like Gourmet on Gore, and we are confident this can be a fiscally successful event in year one and beyond. FEAST! VAIL MEMORIAL WEEKEND 2013 Estimated FEAST! VAIL REVENUES: Sponsorships (net)85,000$ CSE Event Funding 85,000 Ticket/Pass/Activity Sales 15,000 F&B Sales (less sales tax 4.4%)10,000 Merchandise Sales 7,500 TOTAL REVENUES 202,500$ EXPENSES: Event Operations 18,500$ Talent - Chefs/Entertainment 20,000 Event Advertising/Marketing 10,000 Event Merchandise/Sponsor Gifting 7,500 Event Supplies 5,000 F&B Expenses 10,000 Charitable Donation 2,000 Event Equipment/Party Rentals 25,000 Event Photography 1,000 Portable Toilets/Trash Removal 2,500 Awards 1,000 Public Relations 5,000 Venue Rental/Site Fees (Solaris)2,000 Wardrobe/Uniforms 500 Event Insurance 5,000 Equipment Repairs 150 Bank/Credit Card Charges 450 Activities 5,000 Pre-press/Design 1,000 Licenses and Permits 1,500 Printing and Reproduction 3,000 Office/Computer Supplies 200 Office Expenses 200 Postage/Shipping 750 Web Site/E-Mail/On-line Ticketing 150 Event/Sales Travel 2,500 Meals/Entertainment 1,000 Event Lodging 3,500 Sponsor Ground Transfers 1,000 Contract Labor (Culinary Consultant)17,000 Payroll Expenses 10,000 Agency Management Fee 40,000 TOTAL EXPENSES 202,400$ NET PROFIT (LOSS)100$ FEAST! VAIL MEMORIAL WEEKEND 2013 Estimated Incremental Room Nights and Revenue Generated by the 2013 FEAST! Vail. 2013 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 3,000 Those who came just for the event: 90% Those staying in Town of Vail lodging: 80% Average nights stay in Vail: 2 Total Incremental Room Nights: 2,160 (2ppl/room) Incremental Spending Estimated attendance per day: 1,000 Average amount spent: $200 Event Days: 3 Total Incremental Spending: $600,000 Average lodging price per person per night: $100 Incremental room nights: 2,160 Subtotal spent on lodging: $432,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 250 Average amount spent per day: $200 Subtotal spent on non-event days: $50,000 Total Estimated Incremental Spending: $1,082,000 FEAST! VAIL MEMORIAL WEEKEND 2013 2013 Town of Vail Estimated Return on Investment Town of Vail Investment $85,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event. $500,000 Return on Investment through Media, PR and Event Related Impressions alone: 4.9-to-1 Est. Incremental Room Nights Generated 2,160 Incremental Spending Generated $1,082,000 Return on Investment through Incremental Spending Generated in the Town of Vail: 11.7-to-1 Tax Receipts (Sales - 4%, Lodging-5%) $47,600 Return on Investment through incremental spending tax receipts generated in the Town of Vail: - FEAST! VAIL MEMORIAL WEEKEND 2013 NEXT STEPS  Highline to execute follow-up meetings with key Vail Restaurant community partners for additional feedback and reach out to the Vail restaurant community to obtain active involvement and customized partnerships  Continue to develop the event details and event branding that differentiate the event from other existing culinary events showing the uniqueness of FEAST! Vail  Report back to the Town of Vail with the details surrounding the national media partner  Sponsorship outreach to build the event presence and sponsor activations  Gain lodging partnerships and support focusing on the event framework for the holiday weekend  Finalization of restaurant involvement  Public Relations and Marketing to include a lodging component and holiday weekend packages THANK YOU JAMES DEIGHAN HIGHLINE james@gohighline.com 970.476.6797 x 102