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HomeMy WebLinkAbout2013_Vail Farmers Market_RECAPEvent Recap: Vail Farmers’ Market and Art Show Photo by Jack Affleck Vail Farmers’ Market and Art Show: June 16-October 6th, Sundays 10 AM- 3:30 PM Office: 970-401-3320 Mobile: 970-401-3320 vailfarmersmarket@gmail.com 2  Town  of  Vail    |    CSE    |    11/1/13   Vail Brand Compatibility 3  Town  of  Vail    |    CSE    |    11/1/13   Standard of excellence met by: • The Vail Farmers’ Market and Art Show brings the active outdoor enthusiast into town. The guest takes time to explore our town by exploring the streets of Vail. The  market  has  created  a  sense  of  community  in   Vail,  where  the  locals  can  come  and  have  lunch  and  purchase  their  produce  and   craAs  and  tourists  come  and  enjoy  the  outdoors  while  they  shop  in  Vail.     • We  offered  acFviFes  for  the  culinary,  acFve  outdoor  enthusiast  to  come.  The   2013  survey  has  found  that  hiking,  mountain  biking,  road  biking  and  travel  are   all  reasons  the  guests  came  to  Vail.   • The  Vail  Market  makes  Sundays  the  busiest  day  in  town  for  many  businesses.     Event Strengths & Weaknesses 4  Town  of  Vail    |    CSE    |    11/1/13   Exceeded expectations: Strengths:    Brings  in  over  205,742  people  into  Vail  for  the  summer.  This  would  not  happen  if  there  was  not  a  Market.  We   see  families  come  each  and  every  Sunday,  the  visiFng  tourists  staying  in  Vail,  and  the  Coloradans  coming  in   for  an  acFve  day  in  the  mountains.      The  event  markets  all  events  happening  in  Vail.  This  gives  the  enFre  town  of  Vail  a  criFcal  mass  of   adverFsing.  The  Market  helped  local  businesses  adverFse  by  providing  informaFon  on  events  occurring  in   the  Valley.       The  Vail  Farmers’  Market  and  Art  Show  Increased  business  for  the  town  of  Vail  from  June  16th  to   October  6th,  2013.       Added  value  to  the  guest  experience  in  Vail.  The  Vail  Farmers’  Market  and  Art  Show  gave  visiFng   tourists  a  reason  to  stay  in  Vail  instead  of  traveling  to  another  town  for  entertainment.   The  average  number  of  nights  stayed  by  those  staying  paid  lodging  within  Vail  was  4.6  nights.  The   Vail  Farmers’  Market  and  Art  Show  produced  approximately  9600  room  nights.      Each  year  we  have  seen  this  grow.  Colorado  visitors  have  a  reason  to  come  back  another  weekend   aAer  visiFng.  The  survey  has  found  that  guests  plan  to  come  back  at  least  3.1  Fmes.     Event Strengths & Weaknesses This year our marketing of the Vail Farmers’ Market and Art show included advertising the following Vail events: Bravo Lacrosse Shootout Jazz @ the Market in Solaris Vail Invitational Soccer Vail International Dance Festival Vail Arts Festival Gourmet on Gore Vail Jazz Party Rotary Duck Race The Vail Farmers Market increased participation in all summer events by reaching folks who had never been reached before. Our ads encouraged folks to come to Vail for multiple days for multiple events And to stay overnight in Vail hotels. This added bonus for the Town of Vail and all events creates a true community feel for Vail. Town  of  Vail  5   Event Strengths & Weaknesses We have created a venue where the locals are able to come and purchase their produce and specialty items and the tourists can come and enjoy the day with the entertainment and shopping. We saw this each Sunday; locals coming back and the visitors staying all day. The restaurants and shops all say Sunday is their best day and it keeps growing. The advertising that we have received from the Vail Daily and the Radio Stations have put our market out there for all of Colorado to see. The Vail Daily/Colorado Mountain News Media as our presenting sponsor gave us $200,000 of in kind ads, which put the Vail Farmers Market & Art Show and all other Vail events out to Colorado residents from Grand Junction to Aspen to Ft Collins. • Measures that could be taken for event improvement: We listened to what our survey has told us and we will be working on: Town  of  Vail  6   Event Strengths & Weaknesses 1.We used the funds from CSE and our sponsorships to ensure the market continued to be a true farmers market. 2. Due to funding we were not able to use the funds to subsidize the price of gas for our farmers in an effort to continue to have more farmers and a better selection of produce. The farmers were very busy, though still had produce left over from the market: The subsidy will make what is most requested to still be at the market without a financial hardship. For repeat event, comparison to past years: This year has been an off the charts success. We see this event grow every year and at this point we will make sure The Vail Farmers Market and Art Show grows with the Vail Brand, ensuring that items we have are unique and Colorado Made. Town  of  Vail  7   Event Budget 8  Town  of  Vail    |    CSE    |    11/1/13   • Total event budget: 2013 attached • CSE funds: we received for 2013: $35,000 • Profit and loss: attached • Funding utilization: The CSE funds were used for marketing the event. The event cut back on its marketing for the event. We utilized the money that CSE had given to ensure there was a weekly update of what was happening in town each week. • In-kind sponsorship: The Vail Farmers’ Market and Art Show has in kind sponsorship from the town for garbage pickup and has had an in kind sponsorship with the Sebastian and Vail Daily. The Vail Daily gives us $200,000 of in kind sponsorship for the Market. • Cash sponsorship: We had sponsorship from First Bank, Meadow Drive Partnership, Slifer Smith and Frampton, and CSE. Estimated Results* 9  Town  of  Vail    |    CSE    |    11/1/13   *  Based  on  survey  results.   EsFmated  aZendance:     • 205,742  guests   •   9,000-­‐16,000  a  Sunday   • We  used  parking  structure  numbers  and  informaFon  gathered  by  our  surveys  at   Sunday  events  to  project  our  numbers.     • %  of  people  in  Vail  specifically  for  event:  The  Vail  Farmers’  Market  and  Art  show   esFmates  that  there  were  205,742  people  in  Vail  for  the  market  over  Summer  2013.        The  gross  revenue  generated  by  these  guests  is  $12,514,651.   • %  of  people  aZended  previous  years:      Intercept  surveyed  515  people  over  the  17  Sundays  of  the  market.  We   found  that  80%  are  very  or  extremely  likely  to  return  in  the  future.  58%   were  returning  guests  and  42  %  were  first  year  aZendees.  On  average  the   respondents  aZended  3.1  Vail  Farmers’  Markets  in  2013   Estimated Results* 10  Town  of  Vail    |    CSE    |    11/1/13   • AZendees  came  from  (local,  regional,  out  of  state,  internaFonal):    Local:  28%        In  State  (non  local):  28%      Out  of  State:  43%    InternaFonal:  2%   • Average  age  and  income  bracket  of  aZendees:    86%  were  between  the  ages  of  25-­‐64    The  weighted  average  age  from  survey  was  48  years    The  average  of  children  less  than  18:  7  years    We  found  that  48%  were  male  and  52%  were  female.      15%  came  with  dog  and  85%  came  without  a  dog   The  income  bracket:      55%  of  aZendees  had  an  income  level  of  $100,000  -­‐$500,000    34%  were  at  the  $55,000-­‐99,999  income  level   *  Based  on  survey  results.   Estimated Results* 11  Town  of  Vail    |    CSE    |    11/1/13   • Lodging:  2013:  $2,114,203  was  spent  in  lodging  who  came  to  Vail  Farmers’  Market.      72%  of  aZendees  staying  in  paid  lodging  stayed  in  Vail   • %  aZendees  stayed  in  Town  of  Vail:   32%  of  aZendees  stayed  in  paid  lodging,     14%  stayed  with  family/friends,     10%  were  second  home  owners,     09%  Fmeshare   28%  Vail  is  primary  residence     6%  it  is  a  day  trip   • Average  amount  spent  on  lodging/day:  The  average  amount  of  room  nights  generated   was  4.6  nights  in  Vail.  The  average  cost  for  a  room  was  $221  per  night.  The  average   nights  stayed  in  all  accommodaFons  was  6.3  nights.     • EsFmated  room  nights  booked  due  to  event  associaFon:  9600  nights   • Lodging  call  to  acFon:  (Based  on  only  Vail  Stays)     • Dining:  $4,711,752  revenue  dollars  were  spent  on  dining  in  Vail   • Shopping:  $4,203,485  revenue  dollars  are  esFmated  to  have  been  spent  in  retail  stores  and   vendors  at  market   • Other  AcFviFes:  $1,485,211was  esFmated  to  have  been  spent  on  other  acFviFes  in  Vail.     *  Based  on  survey  results.   Estimated Return on Investment (ROI)* 12  Town  of  Vail    |    CSE  |    11/1/13   AddiFonal  Town  of  Vail  spending  event  generated:     • RaFo  of  increased  revenue  to  amount  of  funding  received:    The  esFmated  revenue  of   12,514,651  and  the  CSE  funded  the  VFM  35,000  for  the  Market.     The  Vail  Farmers’  Market  and  Art  Show  generated  12,514,651  million  dollars     Sales  tax  we  generated  for  the  17  Sundays  is  an  esFmated:  $500,586  from  the  visitors  in  town.   For  a  35,000  investment-­‐  you  are  geeng  more  than  a  1000  per  cent  return.    ConservaFvely  you   are  looking  at  more  than  a  10  to  one  return.         The  Vail  Farmers’  Market  has  130  vendors  each  Sunday  that  bring  in  sales  tax  dollars  for  17   Sundays  of  the  summer.  The  town  has  these  numbers.   The  towns  own  survey  from  last  year  projected  almost  double  of  what  we  have  projected.  We  are   conservaFvley  esFmaFng  our  numbers.     *  Based  on  survey  results.   **  Town  of  Vail  sales  tax  =  4%.  Lodging  tax  =  5%   Visitor Intent to Return* 13  Town  of  Vail    |    CSE    |    11/1/13   SaFsfacFon  raFngs:   • 81%  of  visitors  are  “very”  or  “extremely  likely”  to  return  in  the  future   • Overall  SaFsfacFon-­‐  4.8  (using  a  scale  of  1  to  5,  where  1=Not  at  all   saFsfied  and  5=  Extremely  saFsfied)   • 47%  of  the  aZendees  came  to  Vail,  CO  specifically  for  the  Market,  an   increase  from  last  year.     *  Based  on  survey  results.   Topline Marketing Efforts 14  Town  of  Vail    |    CSE  |    11/1/13   The  following  efforts  were  made  to  promote  the  Vail  Farmers’  Market  and  Art  Show.  (Examples  have   been  aZached  at  the  end  of  this  presentaFon)   Vail  Daily  had  five  full  page  ads  run  weekly  during  the  market  season   The  Summit  Daily:  Had  2  full  page  ads  per  week   The  Aspen  Times  had  1  full  page  ad  per  week   The  Glenwood  Post  had  one  full  page  ad  per  week   The  Ft  Collins  Now  had  1/3  page  ad  per  week   The  Greeley  Tribune  had  1/3  page  ad  per  week   The  Sky  Hi  Daily  News  had  1  full  page  ad  per  week   The  Grand  JuncFon  Daily  News  had  1  full  page  ad  per  week   There  were  seven  Mountain  Radio  StaFons  running  ads  during  the  Market  Season:  (Per  week  ads)   KZYR  –  8  plus  one  hour  “Live  at  the  Market”  every  Sunday  morning   KRYSTAL-­‐  17    Frisco   KSKE-­‐  24  Vail   KQSE-­‐  14  Gypsum   KTUN-­‐19  Eagle   KKCH-­‐19-­‐  Glenwood  Springs   CPR-­‐  5  sponsor  Denver         Topline Marketing Efforts 15  Town  of  Vail    |    CSE  |    11/1/13   The  Market  adverFsed  and  promoted  our  farmers  and  Colorado  made  arFsans.    We  also  sent  out   press  releases  to  concierges,  newspapers,  radio,  etc  to  gain  the  free  word  of  mouth  and  media   exposure.  The  Market  had  private  eblasts  from  Vail  Resorts,  condos  and  real  estate  companies  that   helped  promote  the  market  by  menFoning  it  in  the  summer  acFviFes  for  their  guests.     The  Vail  Farmers  Market  &  Art  Show  is  in  the    VLMAD  ad  schedule.   The  markeFng  of  not  only  the  Market,  but  also  the  Town  of  Vail,  its  acFviFes  and  adventures  is  a  goal   of  the  Farmers’  Market.  We  want  to  get  people  into  Vail  to  not  only  be  entertained  by  the  Market,   but  by  the  stores,  restaurants,  world  renowned  music  and  acFviFes  available.     The  sponsorship  from  the  Vail  Daily/Colorado  Mountain  News  Media  gave  us  $200,000  of  in-­‐kind   adverFsing.     The  markeFng  has  given  us  a  place  in  Colorado.  We  have  found  that  many  of  our  visitors  are  from   Summit  County,  Aspen,  The  Denver  area  and  the  Western  Slope.  The  markeFng  we  have  created  has   made  the  Vail  Farmers’  Market  and  Art  Show  recognized  throughout  Colorado.     Community Contribution 16  Town  of  Vail    |    CSE  |    11/1/13   The  Vail  Farmers’  Market  and  Art  Show   was  started  twelve  years  ago  to   provide  a  sense  of  community  for  the   town  of  Vail.     Each  year  the  market  has  grown.  We   have  created  a  true  community  for   Vail.  The  locals,  the  visitors,  both  in   state  and  out  all  come  to  the  Market   and  leave  with  the  majority  of  them   happy  and  excited  to  come  back  to   Vail.     We  are  bringing  people  in  from  all  over   Colorado  and  NaFonally.  The  Market  is   showing  the  visitors  that  have  come   that  we  have  a  true  Colorado   experience  outside  their  hotel  room.     Sustainability Efforts 17  Town  of  Vail    |    CSE  |    11/1/13   • We are 100% compostable event (with exception of water bottles) • Water bottles will recede for 2014: We plan on working with the Town and the Eagle River Water and Sanitation District to implement a filling station/s within Vail. • We had the compostable stations around the market. This was maintained by the Alliance for Sustainability and the Town of Vail. We found that the compost was clean every week and the Alliance made sure their workers were educated and passionate about keeping Vail green. We would like to continue this for 2014. We thank the town for their work to make this happen. • We will have more bike racks around the market next year to both keep riders from riding through and to also promote the use of bicycles for transportation to the market. Additional Information 18  Town  of  Vail    |    CSE  |    11/1/13   Profit and Loss is attached/2013 budget attached: