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HomeMy WebLinkAbout3.j. 2013 - Gourmet on Gore - RecapEvent Recap: Gourmet on Gore Town of Vail Commission on Special Events October 2, 2013 Presented by 2012  and  2013  Event  Marketer  Magazine's  "Top  100  Event  Agency"         Gourmet on Gore: August 30 – September 2, 2013 Presenter: James Deighan, Partner, HIGHLINE Office: 970.476.6797 Mobile: 970.331.5312 james@gohighline.com 2  Town  of  Vail    |    CSE    |    10/3/13   Vail Brand Compatibility “Premier International Mountain Resort Community” 3  Town  of  Vail    |    CSE    |    10/3/13   Standard of excellence met by: • Gourmet on Gore meets these standards both with the high quality of the restaurants as well as the overall production, organization and strong visual aesthetics of the venue. • Gourmet on Gore not only offers a variety of events for the whole family but includes lifestyle activities like Yoga in the Lawn, the Toyota Let’s Go Places Tour, Toyota Kids’ Craft Corner and highlights the top level culinary talent in Vail while offering the strong event platform that sponsors are attracted to within Vail, CO. • Gourmet on Gore drives significant traffic to Vail Village and offers a high quality event featuring Vail’s finest, over Labor Day Weekend. Event Strengths & Weaknesses 4  Town  of  Vail    |    CSE    |    10/3/13   Exceeded expectations: • New events were extremely well received including the Toyota Let’s Go Places Tour and the Toyota Kids’ Craft Corner with the SpongeBob activation area. • Marketing and PR campaigns were very successful in assisting with the most trafficked Gourmet on Gore in the history of the event, bringing the right people to the weekend long initiative. • Strong sponsorship – Presented by Toyota Motor Sales, Town of Vail, Stella Artois, Triumph Mountain Properties, Jack Daniel’s Tennessee Honey, Chambord, and Slifer Smith & Frampton Real Estate, and Gourmet on Gore is sponsored in part by Acqua Panna and San Pellegrino, Bighorn Toyota, Newton Red Label, Sonnenalp Hotel, Carrie Fell Gallery, DRY Soda, FirstBank, CAO, Loki, Burton's Maplewood Farm, Perch, Vail Daily and KZYR The Zephyr. Event Strengths & Weaknesses 5  Town  of  Vail    |    CSE    |    10/3/13   • 2013 poster art by Carrie Fell was well received and complimentary signed posters at the event were a huge hit for the third year in a row. This year, the poster reflected culinary through the seasons with combined art from FEAST! Vail and Vail’s Gourmet on Gore. • The green initiatives play a key role and Highline is proud of the recycling efforts at this event with such high attendance and participation from multiple restaurant vendors. • Strong efforts to drive composting and recycling throughout the venue. Restaurants were urged to use compostable service ware and there were some really classy presentations throughout the event. • The venue was clean and classy, with all white tents and a matching Gourmet on Gore color palette for linens, etc. • The strong sponsorship and sponsor activation added to the event and the restaurant space sold out. Event Strengths & Weaknesses 6  Town  of  Vail    |    CSE    |    10/3/13   • Gourmet on Gore not only offers a unique culinary/tasting experience at affordable prices, but also a fun resort experience, sense of community and increased quality of experience for guests and residents during a holiday weekend. • The continuation of Brunch on Bridge Street on Monday gave guests a reason to prolong their stay in Vail and was once again a great success. • There was a strong mix of food and beverage options and many new participants joined this year with booths including Yama, Mountain Cupcakes, Triumph Mountain Properties, Chambord and a variety of wine brands. • The Brunch on Bridge Street venue was more intimate than the Saturday/Sunday event and was still very lively and restaurants did very well. Event Strengths & Weaknesses 7  Town  of  Vail    |    CSE    |    10/3/13   • We are proud of the community partnership with a variety of non-profits to complement the green efforts, Kids Craft Corner and special event promotion. • The children’s activities again featured a variety of activities and was a huge hit among the lil ones and families alike. It was a very interactive area at the children’s fountain in Vail Village. • Several restaurants experienced extreme success, which included selling out of food and gaining strong reservations for the weekend as a direct result from the event. • “Gourmet on Gore is a great event for Vail at a great time of the year,” said Sam Ferraro, dining room manager for Sweet Basil. “It gives our guests yet another reason to enjoy a wonderful weekend here, and it’s a program that Sweet Basil, as well as our sister restaurant, Mountain Standard, are proud to be a part of.” Event Strengths & Weaknesses 8  Town  of  Vail    |    CSE    |    10/3/13   Measures that could be taken for improvement: • The Tasting Tour was a wonderful addition again this year. There were a variety of enhancements like increased food quantities, water at each venue, more garbage cans but we want to ramp up the selections so that food is top notch at every venue, entertainment and additional uniqueness at each venue. Event Strengths & Weaknesses 9  Town  of  Vail    |    CSE    |    10/3/13   For repeat event comparison to years past: • Gourmet on Gore was the biggest ever and experienced strong sponsorship. The sponsor activation along International Bridge was a true enhancement and nice use of space but the sharing of the Duck Race venue creates challenges and sponsor conflicts. • The event continues to offer a variety of ways for guests to experience Vail in unique settings, interact with a variety of culinary talent and associate with Vail as a world-class brand. • National brand sponsorships offer additional exposure such as Toyota’s Video Press Release about the Let’s Go Places Tour and connection to Vail’s own Kelly Liken. Event Budget 10  Town  of  Vail    |    CSE    |    10/3/13   • Total event budget: $165,330 • CSE funds: $50,000 • Profit and loss: -$1,436 • Funding utilization: Operations and marketing • In-kind sponsorship: $1,500 media/trade • Cash sponsorship: $92,225 Estimated Results*-- 2013 SURVEY RESULTS NOT YET AVAILABLE Attendance Numbers 11  Town  of  Vail    |    CSE    |    10/3/13   *  Based  on  survey  results.   • Estimated attendance: 50,000 • If non-ticketed, method you used to estimate attendees: • % of people in Vail specifically for event: • % of people attended previous years: Estimated Results* Demographic Profile 12  Town  of  Vail    |    CSE    |    10/3/13   • Attendees came from (local, regional, out of state, international): • Local • Regional (non-local) • Out of State *  Based  on  survey  results.   Estimated Results* Event Attendee Estimated Spending 13  Town  of  Vail    |    CSE    |    10/3/13   • Lodging: • % attendees stayed in Town of Vail: • Average amount spent on lodging/day: • Estimated room nights booked due to event association: Lodging call to action: Participants and guests were directed to vail.com for summer lodging specials. There was not an official lodging partner on this event so advertising, website and email blasts were not specific to any one lodging partner or website for this holiday weekend event. *  Based  on  survey  results.   Estimated Results* Event Attendee Estimated Spending 14  Town  of  Vail    |    CSE    |    10/3/13   • Dining: • Shopping: • Other Activities: *  Based  on  survey  results.   Estimated Return on Investment (ROI)* 15  Town  of  Vail    |    CSE  |    10/3/13   • Additional Town of Vail spending event generated: • Ratio of increased revenue to amount of funding received: • Additional sales tax revenue generated by event accrued to Town of Vail: *  Based  on  survey  results.   **  Town  of  Vail  sales  tax  =  4%.  Lodging  tax  =  5%   Visitor Intent to Return* 16  Town  of  Vail    |    CSE    |    10/3/13   Satisfaction ratings: *  Based  on  survey  results.   Topline Marketing Efforts 17  Town  of  Vail    |    CSE  |    10/3/13   • Gourmet on Gore 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 and estimates from this event last year and other similar events: $375,000 • Print ads - Gourmet on Gore was promoted locally in the Vail Daily and Daily Weekly as well in The Summit Daily, Aspen Times, Glenwood Post Independent with more than 23 placements 295,000+ • Inclusion in the Vail Jazz Festival’s program Topline Marketing Efforts 18  Town  of  Vail    |    CSE  |    10/3/13   • Several news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets • Highline hired culinary focused PR firm out of Denver who significantly increased the exposure of Gourmet on Gore • The estimated number of impressions from PR campaign was more than 24,600,000+ from more than 30 placements • Gourmet on Gore Tasting Brochure –a take away piece including tasting notes, full page presenting level sponsor ads and more, 2500 distributed • Distributed in 500 Gourmet on Gore VIP/Sponsor bags as well as those distributed at the ancillary events, at the ID tents and variety of wine tents at the open-air tasting event Topline Marketing Efforts 19  Town  of  Vail    |    CSE  |    10/3/13   • 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, Slifer Smith & Frampton Real Estate, Sonnenalp Resort of Vail and Vail Mountain Lodge and Spa • Participating partners such as Larkspur, Manor Vail, Carrie Fell Gallery and more also reached their clients and followers with event information Topline Marketing Efforts 20  Town  of  Vail    |    CSE  |    10/3/13   • Event information, sponsor logos and hyperlinks were all featured online on the official event page, which was redesigned this year, www.gourmetongore.com • Facebook - In addition to event updates posted to the fan page for Gourmet on Gore, a Facebook advertising campaign targeted Facebook users in Colorado with interests that closely fit the event. The campaign generated 648,900,000 impressions. Community Contribution 21  Town  of  Vail    |    CSE  |    10/3/13   • Impact on Vail’s sense of community: Gourmet on Gore 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. Sustainability Efforts Green Measures 22  Town  of  Vail    |    CSE  |    10/3/13   • All vendors were required to use compostable service ware • Several additional trash bins were made from recycled coroplast signs that were re-engineered into a foldable trash can, similar to the cardboard event boxes from the town • New trash, recycling and composting containers were created and stations were created throughout the venue to not only promote triple stream waste management but also ​to align more closely with the ​overall high end ​feel of the event • ​Additionally, educational signage specific to Gourmet on Gore ​were made to educate consumers on products they were disposing and which container to utilize • In the end, while the overall look of the signs and waste stations was an improvement to the event, consumer behavior is tough to alter without specific staff at each location Sustainability Efforts Green Measures 23  Town  of  Vail    |    CSE  |    10/3/13   • We also assisted vendors/restaurants with cardboard recycling throughout the event • Stella Artois enhanced the green efforts by supplying glassware that came with each beer purchased (for approximately the first 250 beers purchased) and could be reused throughout the event and take home as a souvenir. Highline also promoted the sales of the Official Gourmet on Gore wine glass that was set at a very affordable price • Staff carpooling from Denver and within the valley during the event • Strict no idling policy for all vendors and staff during load in/load out • Signage has been created without dates to be re-used year to year • Signage that can't be reused has been re purposed at this event and others (trash boxes, bags, etc) Sustainability Efforts Green Measures 24  Town  of  Vail    |    CSE  |    10/3/13   • Used re-usable table linens at all tents (instead of disposable) and cleaned as needed (vs. replaced) • Encouraged restaurants to offer vegetarian selections • Encouraged restaurants to buy local and produce dishes using those ingredients • Featured some organic wines • Sponsor used alternative power supply within their activation footprint to minimize need of traditional power • Sponsor featured Hybrid vehicle as part of their activation Additional Information 25  Town  of  Vail    |    CSE  |    11/7/12   • Please enjoy link to the Gourmet on Gore image gallery. • Please see Gourmet on Gore link to display and print media examples. • Please see attached for the Gourmet on Gore 2013 Budget. Additional documents attached to presentation: Prepared for Town of Vail October 2013 2013 Event Recap Additional Items Gourmet on Gore: Print and Display Event Poster & Event E-blast Example Gourmet on Gore: Print and Display Event Program and Ad Example Gourmet on Gore: Print and Display Vail Daily and Vail Daily Weekly advertising examples full page, two-thirds page shown here Gourmet on Gore: Print and Display Gourmet on Gore Postcards 3000 pieces distributed throughout the Vail Valley to restaurants, concierges, athletic clubs and more. An additional 2000 Tasting Tour Flyers also distributed throughout Vail concierges, hot spots and more. Gourmet on Gore: Print and Display Tasting Tour Signage (located at each location and the check-in booth) and Credential (front and back seen here) distributed to more than 200 guests Gourmet on Gore: Print and Display In-town signage 3 A-frame schedule signs located throughout the event venue, Program Display at a variety of wine tents, tasting tour and Gourmet Dollar booths, Roundabout banners, Gourmet Dollar Signage and Town of Vail Banner Gourmet on Gore: Print and Display Complimentary Gourmet on Gore posters, recipe cards from participating restaurants, provided menu signage and more Thank you once again for being part of Gourmet on Gore Detailed 2013 event budget, including all revenues and expenses. (Estimated as of 9/25/13) Revenues: 2013 CSE Contribution $50,000 Sponsorship (net comm) 92,225 Glass/Bev Sales (Net COGS) 21,669 Total Revenues 163,894 Expenses: Event Site: Vail Mt. TOV Permit/Liquor Permit 1,100 1,100 Event Equipment & Rental Expenses: Signage, Decorations, Supplies, Uniforms, etc. 13,000 Rental Items (dumpsters, tables, chairs, tents, porta potties, etc.) 20,000 Bands, Stages, Sound 20,000 53,000 Manpower & Related Expenses: Labor/Announcers 18,000 Town of Vail Police, Security 7,500 25,500 Public Relations/Marketing/Advertising: Public Relations 7,500 Advertising/Marketing 20,000 27,500 Administrative: Proposals/Insurance/Supplies/Phone/Postage 8,000 Charitable Contribution 5,230 Agency Fees/Production Management 40,000 53,230 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 5,000 5,000 Total Expenses: 165,330 Net Income (Loss): $(1,436)