HomeMy WebLinkAbout2014 Feast! RecapEvent Recap: FEAST! Vail
Commission on Special Events
September 3, 2014
Photos by Tom Green
Presented by
2012
and
2013
Event
Marketer
Magazine's
"Top
100
Event
Agency"
Feast! Vail: Memorial Day Weekend, 2014
HIGHLINE, Jeff Brausch
Office: 970.476.6797
jeff@gohighline.com
2
Town
of
Vail
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9.3.14
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3
Town
of
Vail
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9.3.14
Standard of excellence met by:
• Created to inspire guests with a weekend packed full of delicious
culinary experiences and Vail adventure. FEAST! Vail kicked-off the
summer season with the adventurous, Memorial Day Weekend
culinary celebration.
• Renowned Vail chefs collaborated and competed with visiting guest
chefs. Chefs were joined by masters of the vine, cocktail artisans and
craft beer pros –all game for adventure, from the kitchen table to the
mountain trail.
Event Strengths & Weaknesses
4
• Exceeded expectations: The event involved a wide-variety and
expanded locations this year:
• The Sebastian – Vail
• Vail Vitality Center
• Blue Moose Pizza
• Bol
• Carrie Fell Gallerie
• CineBistro
• Elway's Vail
• Flame, Four Seasons
• Gore Creek Drive
• Gore Creek Promenade
• Matsuhisa-Vail
• Swiss Chalet, Sonnenalp Hotel
• Tavern on the Square
• Terra Bistro
• Up the Creek
• Vail Mountain
Town
of
Vail
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9.3.14
Event Strengths & Weaknesses
5
• Exceeded expectations: The FEAST! Vail Programming was
extremely well received. Friday and Saturday event nights and
continued efforts to bring guests into Vail restaurants through unique
seminars.
• Measures that could be taken for event improvement: Highline
continues to explore opportunities for unique programming designed
to offer a variety of lifestyle and culinary experiences for guests
while.
• For repeat event, comparison to past years: The addition of
Saturday night event was a strong addition bringing an additional
audience to the event.
Town
of
Vail
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9.3.14
Event Budget
6
• Total event budget: $114,654
• CSE funds: $85,000
• Profit and loss: $5,722
• Funding utilization: Marketing and Operations
• In-kind sponsorship: -
• Cash sponsorship: 15,975
* Event producer to attach detailed budget for recap
Town
of
Vail
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9.3.14
Estimated Results*
Attendance Numbers
7
*
Based
on
survey
results.
• EsKmated
aMendance:
2,250
based
on
event
traffic,
KckeKng,
event
photos
and
lodging
data;
• The
average
seminar
=
15-‐20
Kcketed
aMendees
• %
of
people
in
Vail
specifically
for
event:
65%
• %
of
people
aMended
previous
years:
33.3%
Town
of
Vail
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Estimated Results*
Demographic Profile
8
• AMendees
came
from
(local,
regional,
out
of
state,
internaKonal):
• Local
–
21%
• Regional
–
70%
• Out
of
State
–
9%
• InternaKonal
–
0%
• Average
age
and
income
bracket
of
aMendees:
• HHI
-‐
$155,000
• Average
Age
-‐
41
*
Based
on
survey
results.
Town
of
Vail
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9.3.14
Estimated Results*
Event Attendee Estimated Spending
9
• Lodging:
• %
aMendees
stayed
in
Town
of
Vail:
75%
• Average
amount
spent
on
lodging/day:
$340
• EsKmated
room
nights
booked
due
to
event
associaKon:
1.499
• Lodging
call
to
acKon:
• Dining:
$171
• Shopping:
$107
• Other
AcKviKes:
-‐
*
Based
on
survey
results.
Town
of
Vail
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9.3.14
Estimated Return on Investment (ROI)*
10
• AddiKonal
Town
of
Vail
spending
event
generated:
1,190,760
• RaKo
of
increased
revenue
to
amount
of
funding
received:
13
-‐
1
• Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**
52,727
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepKon
of
short-‐term
lodging
which
collects
5.4%
afer
the
addiKon
of
a
1.4%
local
markeKng
district
tax.
For
more
informaKon:
hMp://www.vailgov.com/
subpage.asp?dept_id=48
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of
Vail
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Visitor Intent to Return*
11
SaKsfacKon
raKngs:
• 100%
of
respondents
would
recommend
Feast!
Vail
to
their
friends
• 90.5%
of
respondents
were
very
saKsfied
with
the
quality
of
programming
• 95.2%
of
respondents
were
very
saKsfied
with
FEAST!
Vail
as
a
whole
*
Based
on
survey
results.
Town
of
Vail
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9.3.14
Topline Marketing Efforts
12
• Estimated total media impressions: 15,480,910+, Full Grid on Following Page
• Radio Placements - KZYR 97.7FM The Zephyr - 200 :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, the Sebastian-Vail, Slifer Smith & Frampton Real Estate,
Sonnenalp Hotel, Vail Cascade and more
• Participating partners and media such as Sonnenalp Hotel, 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
Town
of
Vail
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Topline Marketing Efforts
13
Town
of
Vail
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CSE
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12/15/11
MEDIA FEAST VAIL MEDIA EXPOSURE: MEDIA DETAILS MEDIA EXPOSURE
Vail Daily Print Advertising (4) Full page, (8) half page, full color ads in the Vail Daily 48,000
Daily Weekly (5) Full page, (8) full color ad ads in the Daily Weekly 195,000
Front Range
Robust Media campaign with VLMDAC to further promote Vail Summer
and the summer kick-off event including (2) ¼ vertical in Denver Post;
Cable TV May 12 – 29,
830,000
RADIO/NON-TRADITIONAL
200 :30 Ad spots, On-air promos/giveaways promoting the weekend of
events,
KZYR, Front Range Radio True. Local. Deals - eblasts 20,000
NRC Trivia, live mentions and ticket giveaways on-air
DIGITAL CHANNELS: WEBSITES
feastvail.com Fully integrated, detailed schedule, link to online ticket purchases Unique Visitors Not Available
vaildaily.com Banner ad, calendar listings 15,625
vail.com/events
Dedicated event page, calendar posting,
tweets and posts
Unique Visitors Not Available
DIGITAL CHANNELS: SOCIAL
Facebook: facebook.com/feastvail 276,000
Twitter 37,284
Instagram #feastvail #highlinevents 58 likes
PR EFFORTS PR Value equal to $325,000 14,000,000
HIGHLIGHTS PR agency out of Denver, Sprocket, with a culinary expertise gained
A widespread presence throughout print and digital
DATABASE MARKETING/EMAIL NEWSLETTER
3 Newsletters 10,000 per newsletter and growing from HL plus variety from partners 30,000
5280 BEST BETS 17,000
GRASSROOTS/LOCAL/REGIONAL
Concierge/chef/ outreach Rack cards, posters, flyers,digital invites 12,000
Community Contribution
14
• 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.
Town
of
Vail
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Sustainability Efforts
Green Measures
15
• Followed TOV 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 including
glassware provided by Stella Artois for the tasting seminars as well
as Small Plates, Big Valley Flavors & the Memorial Day Brunch
• No vehicles were left idle while loading in and out
• Moved to use of ALL linens in lieu of plastic disposable tablecloths
• Guests at the Stella Artois tasting events
were thrilled to take home their tasting glasses.
Town
of
Vail
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9.3.14
Additional Information
16
• Detailed budget attached
• ROI explanation attached
• Print and Display examples attached.
• Event Overview attached as a separate presentation as a
reminder of all of the events that took place.
Additional documents attached to presentation:
Town
of
Vail
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9.3.14
-CONFIDENTIAL-
Prepared by HIGHLINE
FINAL
FEAST! VAIL
REVENUES:
Sponsorships (net)15,975$
CSE Event Funding 85,000
Ticket/Pass/Activity Sales 20,402
TOTAL REVENUES 121,377$
EXPENSES:
Highline Event Managers (EP/AP)20,000$
Talent - Chefs/Entertainment -‐
Event Advertising/Marketing/Promos 3,775
Event Signage 654
Event Merchandise/Sponsor Gifting 2,500
Event Supplies 639
Charitable Donation 2,500
Event Photography/Videography 2,050
Portable Toilets/Trash Removal -‐
Drayage/Porterage -‐
Awards -‐
Public Relations/Social/Digital 4,250
Venue Rental/Site Fees (Solaris)-‐
Wardrobe/Uniforms 200
Event Insurance 640
Equipment Repairs -‐
Bank/Credit Card Charges 612
Activities/Sides 35,977
Pre-press/Design 1,108
Licenses and Permits 967
Printing and Reproduction 3,108
Office/Computer Supplies 400
Postage/Shipping 413
Web Site/E-Mail/On-line Ticketing 649
Event/Sales Travel -‐
Meals/Entertainment 681
Event Lodging 1,650
Sponsor Ground Transfers -‐
Event Payroll Expenses 12,882
Contract Labor/Culinary Consultant 5,000
Agency Fee 15,000
TOTAL EXPENSES 115,654$
NET PROFIT (LOSS)5,722$
Estimated Incremental Room Nights and Revenue Generated by the 2014
FEAST! Vail.
2014 Estimated Incremental Spending
Incremental Room Nights
Estimated total attendance: 2,250
Reduction for repeat attendees: -750
Those who came just for the event: 65%
Those staying in Town of Vail lodging: 75%
Average nights stay in Vail: 4.1
Total Incremental Room Nights: 1,499 (2ppl/room)
Incremental Spending
Estimated attendance per day: 750
Average amount spent: $278
Event Days: 3
Incremental spending: $625,500
Average lodging price per person per night: $340
Incremental room nights: 1,499
Subtotal spent on lodging: $509,660
Number of days in Vail not for event: 1.0
Number of people staying additional days: 200
Average amount spent per day: $278
Subtotal spent on non-event days: $55,600
Total Estimated Incremental Spending: $681,100
2014 Town of Vail Estimated Return on Investment
Town of Vail Investment $85,000
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based
on the projected PR and marketing for this event. $325,000
Return on Investment through Media, PR and
Event Related Impressions alone: 2.82-to-1
Est. Incremental Room Nights Generated 1,499
Incremental Spending Generated $1,190,760
Return on Investment through Incremental Spending
Generated in the Town of Vail: 13-to-1
Tax Receipts (Sales - 4%, Lodging-5%) $52,727
Return on Investment through incremental spending
tax receipts generated in the Town of Vail: -
1
FEAST!
VAIL
RECAP
REPORT
Total estimated event attendance:
2,250 based on event traffic, ticketing, event photos and
lodging data;
The average seminar = 15-20 ticketed attendees
Dates: May 23 – 26, 2014
Estimated total media impressions: 15,480,910+
Estimated demographics: High-end, high-consuming Vail
audience. The event captured a wide range of
customers to include young singles (21+) as well as
couples and families. Average age of 40 with HHI of
$150,000++
Examples: On the following pages you will find examples
of the Feast! Branding that is a key part of the multi-year
brand awareness approach for this event property.
Event
Snapshot,
Media,
PR
and
Display
Examples
2
FEAST!
VAIL
RECAP
REPORT
Marke:ng
and
PR
3
FEAST!
VAIL
RECAP
REPORT
• FEAST! Vail was promoted through both traditional and non-traditional media with heavy
concentration on the Front Range, as well as the mountain with more than 14 million
impressions in more than 19 online and print stories.
• The total value of media, public relations and event related impressions for a top-tier
presenting sponsor and based on the projected PR and marketing for this event: $250,000+
Marke:ng
and
PR
4
FEAST!
VAIL
RECAP
REPORT
• PR and Social Media Highlights - FACEBOOK
Marke:ng
and
PR
5
FEAST!
VAIL
RECAP
REPORT
• PR and Social Media Highlights - TWITTER
Marke:ng
and
PR
6
FEAST!
VAIL
RECAP
REPORT
Signage
–
Town
of
Vail
Banner,
2’x3’
Event
Welcome
Signage,
11”x17”
Posters
Print
and
Display
7
FEAST!
VAIL
RECAP
REPORT
Print
–
5,000
Rack
Card/Check
Presenter
Print
and
Display
8
FEAST!
VAIL
RECAP
REPORT
Print
AdverRsing:
Full
Page
Vail
Daily
and
Weekly,
Half
Page,
2/3
Page
Print
and
Display
9
FEAST!
VAIL
RECAP
REPORT
TasRng
Mats
Print
and
Display
10
FEAST!
VAIL
RECAP
REPORT
TasRng
Mats
ConRnued
Print
and
Display
11
FEAST!
VAIL
RECAP
REPORT
Menu
Signage
Print
and
Display
12
FEAST!
VAIL
RECAP
REPORT
Full
Color
TasRng
Brochure,
Partner
Full
Page
Ad
*Town
of
Vail/Vail
Summer
had
a
full
page
ad
in
the
program,
2500
Print
and
Display
13
FEAST!
VAIL
RECAP
REPORT
Official
website
with
photos,
sponsor
logos,
lodging
page
and
more
Digital
–
feastvail.com
14
FEAST!
VAIL
RECAP
REPORT
Highlighted
Eblasts:
ElevaRon
Outdoors,
The
SebasRan-‐Vail,
Vail
Cascade
Digital
-‐
Eblasts
15
FEAST!
VAIL
RECAP
REPORT
Highlighted
Eblasts:
KZYR
True.Local.
Deals,
5280
Table
Talk,
FEAST!
Vail
Digital
–
Eblasts
con:nued
1
FEAST!
VAIL
RECAP
REPORT
FRIDAY, MAY 23
Small Plates Big Valley Flavors, The Sebastian - Vail, 6 – 9pm, ticketed event, SOLD OUT!
The ultimate way to kick off the holiday weekend with delicious style! Guests enjoyed a small plates
tasting presented by celebrated Vail Valley and talented guest chefs. No inaugural feast would be
complete without sips and tunes--so we added a high-end selection of beer portfolio, hand-crafted
cocktails, and live Bluegrass music to the mix! To top it off, guests had the opportunity to choose
your favorite bite. 350+ guests enjoyed this not to be missed evening!
- Strong mix of local and regional culinary talent
- Wonderful, classy, inviting atmosphere to kick off the summer season in Vail
- Variety of savory, sweets, meats, seafood and everything in between
- The winner of the best bite was Paul Ferzacca, Executive Chef/Owner, La Tour – Vail featuring:
Yukon Gold Potato Gnocchi, Morel Mushrooms, English Peas, Lemon Brown Butter
Event Elements: Small Plates, Big Valley Flavors
2
FEAST!
VAIL
RECAP
REPORT
SATURDAY, MAY 24
COLORADO CRAFT BREWS & SPIRITS TASTING - $50 per person, THE SEBASTIAN - VAIL
New this year to the FEAST! Vail portfolio was the Colorado Craft Brews & Spirits Tasting. This event
showcased Colorado’s finest breweries and distilleries. Hosted in the heart of Vail, guests had the
opportunity to sample numerous beers and spirits that are all homegrown in the state of Colorado..
PARTICIPATING BREWERIES: Aspen Brewing Company, Bonfire Brewery, Brewery Rickoli, Durango
Brewing Company, Front Range Brewing, High Hops Brewery, Revolution Brewing, Tivoli Brewing
Company.
PARTICIPATING DISTILLERIES: Altitude Spirits, Black Canyon Distillery, Boathouse Distillery,
Breckenridge Distillery, Colorado Gold Distillery, Dancing Pines Distillery, Feisty Spirits, Leopold Bros,
Peak Spirits, Roundhouse Spirits, Woody Creek Distillers.
Event Elements: Small Plates, Big Valley Flavors
3
FEAST!
VAIL
RECAP
REPORT
SATURDAY, MAY 25
8:30-11:30AM Trail Mix, Tavern on the Square, Lionshead (10AM-11:30AM Brunch only)
Hosted hike up Vail Mountain with a trail expert as well as a couple of FEAST! chefs. Guests were
rewarded with a breathtaking view and a delicious brunch at Tavern on the Square which
included their signature Bacon Bloody Mary and Mimosas. This event sold out!
Event Elements: Lifestyle Events
4
FEAST!
VAIL
RECAP
REPORT
SATURDAY, MAY 25
Yoga For a Cause presented by Vail Vitality Center, 9-10:30AM, Gore Creek Promenade,
Requested Donation
Guests gathered at Gore Creek Promenade for a energetic community yoga experience. The
hour-long class for all abilities was followed by a refreshing smoothie. All donations raised
benefited Vail Veterans Program.
Event Elements: Lifestyle Events
5
FEAST!
VAIL
RECAP
REPORT
SUNDAY, MAY 25
Belay & Brunch presented by Vail Vitality Center, 9-10:30am, Vail Vitality Center and Terra Bistro
Memorial Day Weekend FEAST! Vail added new heights with an instructional climbing clinic at the
Vail Vitality Center. After guests reached their personal peak on the wall, they were invited to a
healthy brunch at Terra Bistro, complete with Bloody Mary or Mimosa to toast to their
accomplishment. The event was well suited for all ages and open to all levels of expertise. It was a
welcoming opportunity with no equipment necessary. 35 participants. This event sold out!
Event Elements: Lifestyle Events
6
FEAST!
VAIL
RECAP
REPORT
SUNDAY, MAY 25
9-10:30AM Casting Clinic presented by Fly Fishing Outfitters , Gore Creek
Promenade
A special fly fishing clinic with Chef Kelly Liken—plus some of the best known local
professional anglers. They shared tales from the river and casting techniques,. Fly
rods and delish bites from Chef Kelly will be provided. This event also sold out!
Event Elements: Lifestyle Events
7
FEAST!
VAIL
RECAP
REPORT
SATURDAY, MAY 25
11AM-12PM “SIDES” SESSION 1
Each custom seminars give each guest a hands-on experience from
experts in the field. This intimate event is sure to not only educate but
also give each person in attendance a one-of-a-kind experience that
they won’t soon forget.
• THE PERFECT ARTICHOKE with Executive Chef/Owner, Beast + Bottle,
Paul Reilly – The Arrabelle at Vail Square, Lionshead
• GLUTEN FREE PUFF PASTRIES with Executive Chef, Table 6, Carrie
Shores – CineBistro, Vail
• SUMMER SIPPERS with masters of the vine, Nick Noesen & Damon
Ornowski – Up the Creek, Vail
12:30-1:30PM “SIDES” SESSION 2
• PERFECT BREAKFAST EGGS with Chef/Owner, Bonanno Concepts,
Frank Bonanno – Bol, Vail
• SUSHI MAKING & BUTCHERY at HOME with Chef/Owner, TAG, Troy
Guard – The Arrabelle at Vail Square, Lionshead
• BREWS & BITES presented by Stella Artois – CineBistro, Vail
• SUMMER SIPPERS with masters of the vine, Nick Noesen & Damon
Ornowski – Up the Creek, Vail
Event Elements: Culinary Sides
8
FEAST!
VAIL
RECAP
REPORT
SUNDAY, MAY 26, 2014
11AM-12PM “SIDES” SESSION 1
• PIZZA & BEER PAIRING with Blue Moose Manager David Roche & Beer Pro from Stella Artois – Blue
Moose, Lionshead
• HOW TO MAKE BAVARIAN KAESESPAETZLE “CHEESE DUMPLINGS” with Executive Chef, Sonnenalp
Hotel, Florian Schwarz – Swiss Chalet, Vail
• AUSTRIAN WINES – GRUENER AND BEYOND with Beverage Director Andreas Harl, Matsuhisa –
Matsuhisa, Vail
• CHAMPAGNE COCKTAILS, OLD AND NEW with Elway’s Sommelier, Jim Lay – Elway’s, Vail
12:30-1:30PM “SIDES” SESSION 2
• PIZZA & BEER PAIRING with Blue Moose Manager David Roche & Beer Pro from Stella Artois – Blue
Moose, Lionshead
• HOW TO MAKE BAVARIAN KAESESPAETZLE “CHEESE DUMPLINGS” with Executive Chef, Sonnenalp
Hotel, Florian Schwarz – Swiss Chalet, Vail
• ROCKY MOUNTAIN HIGH RUB CLASS with Chef, Flame, Edison Mays – Flame, Vail
• COCKTAILS OF SOUTH AMERICA with Elway’s Sommelier, Jim Lay – Elway’s, Vail
Event Elements: Culinary Sides
9
FEAST!
VAIL
RECAP
REPORT
MONDAY, MAY 26
8AM THE VALOR RACES
Valor Marathon, Marathon Relay, Half Marathon, 5M Run/Walk, 1M Family Run
Runners and walkers were treated to stunning views of the Gore Range as they begin the morning
races. Runners chose between several distances: marathon, marathon relay, half marathon, 5-mile,
or 1-mile family fun run. Post-race brunch was presented by FEAST! Vail, technical t-shirt, and Valor
finisher included with registration. The Vail Veterans Program is the official charity partner and a
portion of registrations were donated to the VVP to support this worthwhile organization. Participants
challenged themselves and paid tribute to our nation's heroes. The runners, in particular, really
enjoyed the Stella Cidre at the post-race brunch.
Event Elements Continued
10
FEAST!
VAIL
RECAP
REPORT
MONDAY, MAY 26
9AM-1PM MEMORIAL DAY BRUNCH All items are a la carte
Gore Creek Drive, Vail
1,000 guests celebrated the holiday as they enjoyed
brunch items from different open-aired mess halls. Each
mess hall highlighted a different active military and Vail
Veterans Program alumni. These chefs were paired with
our local favorites including Mountain Standard, La Tour,
Kelly Liken and the Sonnenalp Hotel to bring a memorable
and fitting brunch. It was an absolute honor to work with
the Vail Veterans Program and welcome the guest military
chefs and alums from the Vail Veterans Program.
Restaurant Kelly Liken with active military, SFC Francis
Orcutt
Mountain Standard with active military, SSG Kevin Tolefree
La Tour with active military, SPC Brandon Cunningham
Sonnenalp Hotel with Vail Veterans Program alumni,
Jessica & Latseen Benson and Kade & Becky Hinkhouse
Event Elements Continued