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Home My WebLink AboutAttachment G - 2013 Taste of Vail - Event_Recap_Winter_PPTEvent Recap: Taste of Vail DEPARTMENT June 5, 2013 Taste of Vail: April 3-6th, 2013 Taste of Vail: Angela Mueller Executive Director Office: 970-401-3320 Mobile:970-401-3320 info@tasteofvail.com 2 Town of Vail | CSE | 12/15/11(presentation date) Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 12/15/11(presentation 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(presentation 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 •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(presentation 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(presentation 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(presentation 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* Attendance Numbers 8 Town of Vail | CSE | 12/15/11(presentation 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* Demographic Profile 9 Town of Vail | CSE | 12/15/11(presentation date) •Attendees came from (local, regional, out of state, international): Colorado 58% California: 7% New Jersey: 7% Texas: 7% Illinois: 4% International: 5% Other States: 3% •Average age and income bracket of attendees: •35-54: 58% •55-64 plus: 34% Attended/graduated college: 97% Post Graduate: 41% Household Income 100-199,999: 30% 200K plus 47% * Based on survey results. Estimated Results* Event Attendee Estimated Spending 10 Town of Vail | CSE | 12/15/11(presentation date) •Lodging: •93% attendees stayed in Town of Vail: •Average amount spent on lodging/day: $301 •Estimated room nights booked due to event association: 842 • Lodging call to action: The Taste of Vail had packages with all the participating Lodging. •$253,806 based only on those staying in Vail •Dining:$406,631 •Shopping: $204,709 •Other Activities: $104,473 * Based on survey results. Estimated Return on Investment (ROI)* 11 Town of Vail | CSE | 12/15/11(presentation date) •Additional Town of Vail spending event generated: $969,619 •Ratio 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 exception of short-term lodging which collects 5.4% after the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/subpage.asp?dept_id=48 Visitor Intent to Return* 12 Town of Vail | CSE | 12/15/11(presentation date) Satisfaction ratings: •86% are very or extremely likely to return •Survey Comments: •” We purchased a $75 ticket 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 better every year we come.” * Based on survey results. Topline Marketing Efforts 13 Town of Vail | CSE | 12/15/11(presentation 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(presentation 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 Green Measures 15 Town of Vail | CSE | 12/15/11(presentation date) We begin by utilizing post consumer recycled paper on all collateral and printed materials We were innovative in our use of corn based service wear both plates and utensils. We composted as much as possible. At each station recycling is available. We have a person at each event responsible for overseeing green practices. By the very nature of the event we encourage public transportation and shuttles. 2014 we will be hiring a staff to ensure that the composting and recycling is done to the utmost caliber. Additional Information 16 Town of Vail | CSE | 12/15/11(presentation date) •Budget attached •Power point with pictures/summary of events attached Additional documents attached to presentation: