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Home My WebLink About8.a. 2013 FEAST! Vail - Event RecapEvent Recap: FEAST! Vail Commission on Special Events August 7, 2013 Photo by Jack Affleck Presented by 2012 Event Marketer Magazine's "Top 100 Event Agency" FEAST! Vail: May 24 – 27, 2013 HIGHLINE, JAMES DEIGHAN Office: 970.476.6797 x 702 Mobile: 970.331.5312 jamesd@gohighline.com 2 Town of Vail | CSE | 8/7/13 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 8/7/13 Standard of excellence met by: • FEAST! Vail meets these standards both with the high quality of the chefs, restaurants as well as the overall production, organization and strong visual aesthetics of the venues • FEAST! Vail not only offers a variety of event for the whole family but includes lifestyle activities like Casting for a Cause, Hike and Dine, Belay and Brunch, experiential tasting and culinary seminars and more. Event Strengths & Weaknesses 4 Town of Vail | CSE | 8/7/13 • Exceeded expectations: • FEAST! Vail created an exceptional centerpiece and kick off for Memorial Day weekend to create vitality in the heart of Vail and send the message that Vail is open for the summer. • This event platform and concept was idea in conjunction with Gourmet on Gore to bookend the summer with vibrant culinary events over the holiday weekends. Event Strengths & Weaknesses 5 Town of Vail | CSE | 8/7/13 • Measures that could be taken for event improvement: • Increased lead time for planning for 2014 will speak volumes for this event and potential sponsorship • Maintain high quality and variety of the programming so as to allow for more participants but still keep the intimacy and boutique feel that was often commented on throughout the weekend • Continue to attract top culinary talent who not only want to come to Vail to cook it up but to enjoy all that the Vail lifestyle has to offer • Grow the visual identity of the event with images of chefs in whites engaging in activities and adventure Event Budget 6 Town of Vail | CSE | 8/7/13 • Total event budget: $134,855 • CSE funds: $85,000 • Profit and loss: Loss of $33,655 without an agency fee • Funding utilization: Offset budget expenses • In-kind sponsorship: Lodging, media, venue space • Cash sponsorship: $2,700 * Event producer to attach detailed budget for recap Estimated Results* Attendance Numbers 7 Town of Vail | CSE | 8/7/13 * Based on survey results. • EsLmated aNendance: 950 with an esLmated 20% parLcipaLng in more than 1 event • % of people in Vail specifically for event: 2 of 3 guests surveyed were out of towners here just for the event • % of people aNended previous years: This was a first-‐year event. Estimated Results* Demographic Profile 8 Town of Vail | CSE | 8/7/13 • ANendees came from (local, regional, out of state, internaLonal): • Local 33% • Regional 46% • Out of State/InternaLonal 21% • Average age and income bracket of aNendees: • 66.7% Female/33.3% Male • Average age 36.2 • Income breakdown: • Under $75,000 9.5% • $75,000 -‐ $99,999 11.9% • $100,000 -‐ $149,999 21.4% • $150,000 -‐ $199,999 11.9% • $200,000 -‐ $499,000 21.4% • $500,000 or more 9.5% • Prefer not to respond 14.3% * Based on survey results. Estimated Results* Event Attendee Estimated Spending 9 Town of Vail | CSE | 8/7/13 • Lodging: • % aNendees stayed in Town of Vail: 75% • Average amount spent on lodging/day: $225 • EsLmated room nights booked due to event associaLon: 611 • Lodging call to acLon: There were two lodging partners on board, Sonnenalp Resort of Vail and Vail Lodge & Spa. Both were listed on the lodging tab and addiLonal Front Range adverLsing drove traffic to vail.com • Dining: $181 • Shopping: $65 • Other AcLviLes: $120 * Based on survey results. Estimated Return on Investment (ROI)* 10 Town of Vail | CSE | 8/7/13 • AddiLonal Town of Vail spending event generated: $496,648 • RaLo of increased revenue to amount of funding received: 5.8-‐to-‐1 • Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:**$21,791.59 * Based on survey results. ** The TOV collects 4% sales tax with the excepLon of short-‐term lodging which collects 5.4% ager the addiLon of a 1.4% local markeLng district tax. For more informaLon: hNp://www.vailgov.com/ subpage.asp?dept_id=48 Visitor Intent to Return* 11 Town of Vail | CSE | 8/7/13 SaLsfacLon raLngs: • 90% of aNendees are likely to aNend FEAST! Vail next year • More than 90% of aNendees are likely to recommend FEAST! Vail to a friend or family member • 100% of guests chefs who parLcipated want to join again next year * Based on survey results. Topline Marketing Efforts 12 Town of Vail | CSE | 8/7/13 • FEAST! Vail was promoted through both traditional and non-traditional media with heavy concentration on the Front Range, as well as the mountain region • The total value of media, public relations and event related impressions for a top-tier presenting sponsor (such as the Town of Vail) and based on the projected PR and marketing for this event: $250,000 • Print ads – FEAST! Vail was promoted locally in the Vail Daily with 8 full page ads, the Daily Weekly with 3 full page ads reaching more than 137,400: total value of $12,896 Topline Marketing Efforts 13 Town of Vail | CSE | 8/7/13 • Vaildaily.com Banner Ad • 15,625 impressions • $350 Value • Steal Today's Deal • Summitdaily.com (Summit County) • Aspentimes.com • Postindependent.com (Glenwood Springs) • Greeleytribune.com • Rifle, Grand Junction, Winter Park, Granby • 24,000 e-mails • Significant impressions on respective websites • Event inclusion at Vail.com Topline Marketing Efforts 14 Town of Vail | CSE | 8/7/13 • Several news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets • The estimated number of impressions from PR campaign was more than 450,860 from more than 20 placements • FEAST! Vail, Small Bites Big Valley Flavors brochure, event posters, recipe cards distributed at most culinary “side” events • Postcards, concierge flyers and postcards were all distributed Vail Valley wide with key focus on Vail concierges Vail Daily 05/25/2013 All contents © Copyright 2013 Swift 05/25/2013 June 6, 2013 3:44 pm / Powered by TECNAVIA Copy Reduced to %d%% from original to fit letter page Vail Daily | Saturday, May 25, 2013 | Section B TRAVEL | HOME & GARDEN | WELLNESS | FOOD & WINE | GO & DO | MUSIC | BOOKS | TRAVEL | ART | THEATER | LIFESTYLE HighLife From “rugged” red wines to not-so-red bloody Marys, Elway’s sommelier Jim Lay is going drink crazy this weekend for the inaugural FEAST! culinary festival in Vail. Lay will lead four seminars this weekend: two today and two tomorrow. This morning he’ll lead the Summer Sparklers session at Solaris, where he’ll discuss sparkling wines while at- tendees sip di erent styles and nibble on cheese. “There will be some prosecco, and we’re go- ing to have California sparkling wines,” he said. “The focus is on inexpensive, lighter styles ... Just some nice, easy-going sparkling wines.” Then after lunch, he’ll lead a session dubbed “Rugged Reds,” where attendees get to taste Cabernet and red blends from the West Coast. “These will be good barbecue wines,” Lay said. Then on Sunday, Lay turns his attention to spirits, serving up a yellow tomato bloody mary made with Goat vodka from Palisade (the “Contrary Mary”) for the morning session and a cucumber jalapeno margarita in the afternoon. Visit this story online for the bloody recipe. But a feast isn’t anything without the food, and this weekend isn’t all about booze. Vail marketing consultant Adam Sutner describes FEAST! Vail as a culinary o ering, catered to high-end tastes. Which is to say there’s plenty of yummy food being served, like fondue courtesy of Sonnenalp’s executive pastry chef Bernie Oswald. Paul Anders from Sweet Basil will show attendees how to get economical cuts of meat. HERE’S A LOOK AT THE FULL FEAST!: TodaytBN Yoga for a Cause, Gore Creek Promenade, donation requested. Donations beneﬁt Habitat for Humanity of Eagle and Lake Counties and Africa Yoga Project. tBNQN Belay & Brunch, Vail Vital- ity Center and Terra Bistro; $45 per person with climbing or $30 per person brunch only. tUPBN Sides, session 1 various Vail locations; $20 per person per event. tUPQN Sides, session 2 $IPPTFGSPN Desert Fondue, Swiss Chalet, Sonnenalp Hotel —a hands-on tasting with executive pastry chef Bernie Oswald, with per- sonal recipes from decadent chocolate fondue to healthy yogurt based fondue. Includes a drink. Pizza & Craft Beer, Vail Blue Moose — Enjoy hand-crafted pizza inspired by local, seasonal ingredients sourced by chef Jay McCarthy. Tast- ing includes craft beer ﬂights. Make the Most of Your Grill with Rubs, Brines and Marinades, Sweet Basil — This demonstra- tion shows you how to take more economical cuts of meat and improve ﬂavor and texture via the rubs, brines and marinades. Summer Sparklers, Solaris Plaza (only avail- able session 1) — Raise a glass to sunshine in the mountains with wines guaranteed to sparkle Lay hosts the event, showcasing a variety of sparkling wine crafted from di erent grapes and in di erent styles, paired with cheeses. Rugged Reds, Solaris Plaza (only available session 2) — Lay has curated an adventurous tasting of wines from rugged wine producing regions. Includes a cheese tasting. tUPQN Pins & Pours, Bol. Retro cock- tails, bites and bowling. Admission free. Sunday tBNTrail Mix, Tavern on the Square, Lionshead; $45 per person with hike or $30 per person brunch only. Brunch is from 10 By Caramie Schnell cschnell@vaildaily.com New annual culinary festival takes place at Solaris and various Vail restaurants today SPECIAL TO THE DAILY Elway’s sommelier Jim Lay created the “Contrary Mary,” which is a twist on the usual bloody Mary, using yellow tomatoes instead of red for the drink’s base. GO & DO fit for Vail FeastA to 11:30 a.m. — Another day of culinary action starts with hike up Vail Moun- tain. You’ll be rewarded with a breathtaking view and a delicious brunch at Tav- ern on the Square, which includes signature bacon bloody Marys and mimosas. tBN Casting Clinic, Gore Creek Promenade, presented by Fly Fish- ing Outﬁtters; $35 per person — A ﬂy ﬁshing clinic with Chef Kelly Liken, other chefs and local professional anglers. Fly rods and food provided. tBN Sides, session 1; $20 per person per event tQN Sides, session 2; $20 per person per event Best in Show, Steak & Bourbon, Vail Chophouse — Chef Jay McCarthy show- cases the perfect steak with hand-crafted bourbon from Woodford Reserve. Chill, Wines with Attitude, Solaris Plaza (session 1 only) — Celebrate wines with attitude that stand out in the crowd. Winemaker Kevin Furtado hosts. Farm to Glass, Elway’s — Elway’s sommelier Jim Lay is committed to sourc- ing fresh ingredients locally, and introducing inspired specialty cocktails on a weekly basis. He shares his passion for farm to cocktail culture. Barbecue-Friendly Wines, Solaris Plaza (session 2 only) — The FEAST! team has talked to the pros and put together top picks for the grill or ﬁre pit. tQN Vine to Table Dinner, Restaurant Kelly Liken; $125 — Reservations available through www.kellyl iken.com/reservations or 970-479-0175. Events are sold a la carte and tickets can be purchased online at http://feastvail.eventbrite.com. Individual event tickets vary in price. Visit www.feastvail.com to learn more. !"#$%&'()*&+,"-(./01"22"( 3(4,25"&2%0(416%&"(7,%8%&" !"#$%"!$&%'!((()(((*+,-+.,/0($(12-,/03(&($(!(45 678/9+,(/9(9:+(17--+-/;4(<79+;3(=/>;(=>;;/?+ @ABBCD(1ECFAG6 '$F72H.+(@>--+H(((I'! J$F72H.+(@>--+H(((IJ& @7+.(-79(>-8;2,+(K+L+H/?+.3(9/M(7H(?H/92>90N Topline Marketing Efforts 15 Town of Vail | CSE | 8/7/13 • Radio Placements - KZYR 97.7FM The Zephyr - (130) :30 spots, live interview and True.Local.Deal. Promotion reaching the email database of KZYR • Event information was included in email blasts from numerous organizations, including Town of Vail, Sonnenalp Resort of Vail and more • Participating partners and media such as Sonnenalp Resort of Vail, The Main Course - AM1430, Examiner.com, Denver Post, Boulder Daily Camera, Colorado Springs Gazette, Boulder Weekly, Westword, Food Events in Denver, Denver Post, 5280's Best Bets, Eater, Ski Town Soups and more all had mentions or calendar inclusions • Event information, sponsor logos and hyperlinks were all featured online on the official event page www.feastvail.com Topline Marketing Efforts 16 Town of Vail | CSE | 8/7/13 Signage Topline Marketing Efforts 17 Town of Vail | CSE | 8/7/13 Vail Daily 05/25/2013 All contents © Copyright 2013 Swift 05/25/2013 June 6, 2013 3:39 pm / Powered by TECNAVIA Copy Reduced to %d%% from original to fit letter page The Vail Daily | Saturday, May 25, 2013 | A15 “Local Flavor” by Carrie Fell !"#$%&'()*'+),""-"./)0)!'+)123145)1678 !"#$%$&'()#$*"+',)&-)./$#0()1&,)2"(3/'4/*3()5)2"*&6*"7)./$#)89"-() /*7):/;'#&'()<'"(3)89"-()5)=&'4()-4&>)?/(3"4()&-)39").$*"@)8&%A3/$#) B43$(/*()/*7)84/-3)C""4)=4&())5))D#3$>/3")E>/##)=#/3"(@))C$F))./##"G) :#/H&4()I$%A)J--)5)K$-"(3G#")LH"*3()5)ME9&43)N)E6""3O)8'#$*/4G) E">$*/4()/*7)>&4"PPP -"/(3H/$#P%&> SATURDAY, MAY 25 9-10:30AM Yoga for a Cause, Gore Creek Promenade - Requested Donation 10AM-1:30PM Belay & Brunch, Presented by the Vail Vitality Center, Vail Athletic Club & Terra Bistro - $45 w/ climbing | $30 per person brunch only 11-11:45AM “Sides” – SESSION 1 - $20 per person/side Sweet Inspiration: Dessert Fondue, Swiss Chalet, Sonnenalp Hotel Pizza & Craft Beer, Vail Blue Moose Make the Most of Your Grill with Rubs, Brines, and Marinades, Sweet Basil Summer Sparklers, Solaris Plaza 12:30-1:15PM “Sides” – SESSION 2 - $20 per person/side Sweet Inspiration: Dessert Fondue, Sonnenalp, Swiss Chalet Pizza & Craft Beer, Vail Blue Moose Make the Most of Your Grill with Rubs, Brines, and Marinades, Sweet Basil Rugged Reds, Solaris Plaza 4-5:30PM Pinot Boot Camp, Solaris Plaza - $40 per person 4-6PM Pins & Pours, Bol SUNDAY, MAY 268:30-11:30AM Trail Mix, Tavern on the Square, Lionshead - $45 per person w/ hike | $30 per person brunch only 9-10:30AM Casting Clinic, Gore Creek Promenade - $35 per person 11-11:45AM “Sides” – Session 1 - $20 per person/side Best in Show: Steak & Bourbon, Vail Chophouse Chill, Wines with Attitude, Solaris Plaza Farm to Glass, Elway’s 12:30-1:15PM “Sides” – Session 2 - $20 per person/side Best in Show: Steak & Bourbon, Vail Chophouse ‘Q-Friendly Wines, Solaris Plaza Farm to Glass, Elway’s 6:30PM Vine to Table Dinner, Restaurant Kelly Liken - $125 Featuring special guest chef, Chef Jeff Osaka from twelverestaurant in Denver !"#$%&'()*'+) ,""-"./) !'+)012034)0567 !"#$%$&'()#$*"+',)&-)./$#0()1&,)2"(3/'4/*3()5)2"*&6*"7)./$#)89"-()/*7) :/;'#&'()<'"(3)89"-()5)=&'4()-4&>)?/(3"4()&-)39").$*"@)8&%A3/$#)B43$(/*() /*7)84/-3)C""4)=4&())5))D#3$>/3")E>/##)=#/3"(@))C$F))./##"G):#/H&4()I$%A)J--) 5)K$-"(3G#")LH"*3()5)ME9&43)N)E6""3O)8'#$*/4G)E">$*/4()/*7)>&4"PPP -"/(3H/$#P%&> “Local Flavor” by Carrie Fell !"#$%$&'()#$*"+',)&-)./$#0()1&,)2"(3/'4/*3()5)2"*&6*"7)./$#) 89"-()/*7):/;'#&'()<'"(3)89"-()5)=&'4()-4&>)?/(3"4()&-)39") .$*"@)8&%A3/$#)B43$(/*()/*7)84/-3)C""4)=4&())5))D#3$>/3")E>/##) =#/3"(@))C$F))./##"G):#/H&4()I$%A)J--)5)K$-"(3G#")LH"*3()5)ME9&43) N)E6""3O)8'#$*/4G)E">$*/4()/*7)>&4"PPP -"/(3H/$#P%&> “Local Flavor” by Carrie Fell !"#$%&'()*'+),""-"./)0)!'+)123145)1678 Print AdverLsing Topline Marketing Efforts 18 Town of Vail | CSE | 8/7/13 Array of Recipe Cards Topline Marketing Efforts 19 Town of Vail | CSE | 8/7/13 TasLng Notes and Mats Topline Marketing Efforts 20 Town of Vail | CSE | 8/7/13 Official website with photos, sponsor logos, lodging page and more Community Contribution 21 Town of Vail | CSE | 8/7/13 • Impact on Vail’s sense of community: FEAST! Vail does an excellent job of impacting Vail’s sense of community. This event offers a relaxed and comfortable atmosphere to showcase Vail’s culinary delights through a unique event platform, with the Town of Vail and its merchants as the perfect complement. It features a variety of pairing opportunities, within a classy, clean venue which aligns nicely with the world-class resort that visitors and locals alike know and love. The mix of culinary inspired “sides” as well as lifestyle events pulled together not only the experiential opportunity attractive to the Vail guest but also a hands-on or close interaction with some of Vail’s best. The twist of including guest chefs from Denver further intrigued the guests and expanded the promotional reach. Sustainability Efforts Green Measures 22 Town of Vail | CSE | 8/7/13 • Worked with town environmental officials to develop green practices and worked with Vail Honey Wagon to recycle all event cardboard, plastic and aluminum • Had event staff collecting and sorting trash and recycling • Used bamboo products to include plates, forks, knives and spoons • Served beverages in both glass as well as recyclable cups • No vehicles were left idle while loading in and out • Moved to use of ALL linens in lieu of plastic disposable tablecloths Additional Information 23 Town of Vail | CSE | 8/7/13 • Detailed budget attached • ROI Explanation is attached • Link to event photo gallery: https://www.dropbox.com/sh/ 1m5nxrnp9sjaxvr/s9q0sldb7d Additional documents attached to presentation: