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)