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HomeMy WebLinkAbout2014 Gourmet on Gore CSE RecapEvent Recap: Gourmet on Gore Town of Vail Commission on Special Events October 1, 2014 Presented by 2012  and  2013  Event  Marketer  Magazine's  "Top  100  Event  Agency"         Gourmet on Gore: August 29 – September 1, 2014 Presenter: Missy Johnson, Account Manager, HIGHLINE Office: 970.476.6797 Mobile: 970.376.1876 missy@gohighline.com 2  Town  of  Vail    |    CSE    |    10/1/14   Vail Brand Compatibility “Premier International Mountain Resort Community” 3  Town  of  Vail    |    CSE    |    10/1/14   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 on the Lawn, Kids’ Culinary 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    |    10/1/14   Exceeded expectations: • 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 – Gourmet on Gore is presented by Stella Artois, Town of Vail, Slifer Smith & Frampton Real Estate and Mountain Living Magazine, and Gourmet on Gore is sponsored in part by Kettmeir, Sonnenalp Hotel, Manor Vail Lodge, Chandon, Macanudo, Carrie Fell Gallery, Burton's Maplewood Farm, Rocky Mountain Insurance & Financial, Red Fox Wireless, Vail Daily and KZYR The Zephyr. Event Strengths & Weaknesses 5  Town  of  Vail    |    CSE    |    10/1/14   • 2014 poster art by Carrie Fell was well received and complimentary signed posters at the event were an even bigger hit than last year. • 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 restaurants. • 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 addition of Mountain Living Magazine was welcomed. Event Strengths & Weaknesses 6  Town  of  Vail    |    CSE    |    10/1/14   • 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 Maya, Kettmeir, Grand Marnier 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    |    10/1/14   • The children’s activities again featured a variety of activities and was a huge hit among the lil ones and families alike. This interactive area at the children’s fountain in Vail Village included cookie decorating, coloring and chef hat decorating. • This year, even more than last, restaurants experienced great traffic. They are happy to sell out of food and gain strong reservations for the weekend as a direct result from the event but for the event, we want to see the food last through the duration of Gourmet on Gore. Event Strengths & Weaknesses 8  Town  of  Vail    |    CSE    |    10/1/14   Measures that could be taken for improvement: • The Tasting Tour was a unique and fun addition again this year. There were a variety of enhancements like increased food quantities, water at each venue, more garbage cans etc. Based on 2013, we were sure that participating locations were able to ramp up the selections so that food was top notch at every venue. We would like to see the addition of more entertainment or unique experiences throughout the venues. Event Strengths & Weaknesses 9  Town  of  Vail    |    CSE    |    10/1/14   For repeat event comparison to years past: • Gourmet on Gore once again experienced strong crowds and sponsorship. Big strides were taken to enhance the Gourmet on Gore Tasting Tour and we still see this as an event with a variety of opportunities to enhance the experience for partners and guests through the planning process. • 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. • The weekend of Gourmet on Gore offers a unique culinary event which brings people into town to enjoy the mountain, retail shops, restaurants and more. • The event experienced a slightly slimmer number of restaurant participation due to the Eagle County fees. Event Budget 10  Town  of  Vail    |    CSE    |    10/1/14   • Total event budget: $133,373 • CSE funds: $45,000 • Profit and loss: -$4,193 • Funding utilization: Operations and marketing • In-kind sponsorship: $1,500 media/trade • Cash sponsorship: $67,000 Estimated Results* Attendance Numbers 11  Town  of  Vail    |    CSE    |    10/1/14   *  Based  on  survey  results.   • Estimated attendance: 25,000 • If non-ticketed, method you used to estimate attendees: Through surveying, observation and interviews, it was apparent that the 2014 Gourmet on Gore audience was very similar to years past. Gourmet on Gore captured a wide range of visitors to include young singles (21+) as well as couples and those married with children. • % of people in Vail specifically for event: 70% • % of people attended previous years: 50% Estimated Results* Demographic Profile 12  Town  of  Vail    |    CSE    |    10/1/14   • Attendees came from (local, regional, out of state, international): • Local 19% • Regional (non-local) 46% • Out of State 35% *  Based  on  survey  results.   Estimated Results* Event Attendee Estimated Spending 13  Town  of  Vail    |    CSE    |    10/1/14   • Lodging: • % attendees stayed in Town of Vail: 75% • Average amount spent on lodging/day: $150 • Estimated room nights booked due to event association: 13,125 • Lodging call to action: Participants and guests were directed to gourmetongore.com where they would find a variety of lodging specials from Sonnenalp Hotel and Manor Vail *  Based  on  survey  results.   Estimated Results* Event Attendee Estimated Spending 14  Town  of  Vail    |    CSE    |    10/1/14   • Dining: $79 • Shopping: $121 *  Based  on  survey  results.   Estimated Return on Investment (ROI)* 15  Town  of  Vail    |    CSE  |    10/1/14   • Additional Town of Vail spending event generated: 7,068,550 • Ratio of increased revenue to amount of funding received: 6.5-to-1 • Additional sales tax revenue generated by event accrued to Town of Vail: 338,429.50 *  Based  on  survey  results.   **  Town  of  Vail  sales  tax  =  4%.  Lodging  tax  =  5%   Visitor Intent to Return* 16  Town  of  Vail    |    CSE    |    10/1/14   Satisfaction ratings: • More than 2/3 of those surveyed would recommend Gourmet on Gore to a friend • 96% of those surveyed would recommend Vail to a friend • 95% of guests surveyed were satisfied with Gourmet on Gore *  Based  on  survey  results.   Topline Marketing Efforts 17  Town  of  Vail    |    CSE  |    10/1/14   • Gourmet on Gore was promoted through both traditional and non- traditional media. 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: $260,000 • Print ads - Gourmet on Gore was heavily promoted locally, regionally, and regionally totaling 325,600+ • Vail Daily – 13,500 circulation with multiple insertions including 3 full page ads, 5 1/2 page ads, 3 ¼ page ads • Vail Daily Weekly – 12,000 circulation 3 full page ads • Vail Daily – Slifer Smith & Frampton Home Tour Ad • Vail Jazz Festival Program – circulation 20,000, half page ad Topline Marketing Efforts 18  Town  of  Vail    |    CSE  |    10/1/14   Mountain Living Media • A full page ad placed in Mountain Living Magazine August Issue • 40,000 press run, and about 3.5 readers per copy, giving us a total reach of 140,000 in print. • Online Audience: 25,000 average visitors per month • Website Banner Ad: 1,700 impressions in the month of August • Facebook Posts: 5,000 plus followers Topline Marketing Efforts 19  Town  of  Vail    |    CSE  |    10/1/14   • 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 13,737,875+ from more than 18 print and online placements • Gourmet on Gore Tasting Brochure –a take away piece including tasting notes, full page presenting level sponsor ads and more, 2,500 distributed Topline Marketing Efforts 20  Town  of  Vail    |    CSE  |    10/1/14   • Radio Placements - KZYR 97.7FM The Zephyr - (100) :60 spots 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 Manor Vail, Sonnenalp Hotel, Carrie Fell Gallery, Vail Cascade and more also reached their clients and followers with event information Topline Marketing Efforts 21  Town  of  Vail    |    CSE  |    10/1/14   • Event information, sponsor logos and hyperlinks were all featured online on the official event page, which was redesigned this year, www.gourmetongore.com • Facebook - Information about the event was distributed through the event’s official Facebook page, facebook.com/gourmetongore as well as through partner posts including Vail Community Contribution 22  Town  of  Vail    |    CSE  |    10/1/14   • 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 23  Town  of  Vail    |    CSE  |    10/1/14   • All vendors were required to use compostable service ware • There were additional trash bins, made from recycled coroplast signs that were re-engineered into a foldable trash can, similar to the cardboard event boxes from the town • The new trash, recycling and composting containers were used again this year 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 Sustainability Efforts Green Measures 24  Town  of  Vail    |    CSE  |    10/3/13   • 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. We’ll get there! • 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 500 beers purchased) and could be reused throughout the event and taken 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 Sustainability Efforts Green Measures 25  Town  of  Vail    |    CSE  |    10/1/14   • 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.) • 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 • Used local, natural décor including fresh flowers Event Creative Print & Media Examples 26  Town  of  Vail    |    CSE  |    10/1/14   Tasting Program and TOV Full Page Ad Event Creative Print & Media Examples 27  Town  of  Vail    |    CSE  |    10/1/14   Poster, Rack Card, Mountain Living Full Page Ad, Partner Ad Event Creative Print & Media Examples 28  Town  of  Vail    |    CSE  |    10/1/14   Gourmet Dollar Info Signage, Tasting Tour Signage, Poster Placement, Additional not pictured: Rack Card Placement, Tasting Program Placement, Town of Vail Banner and In-Town Schedule Signage all included Logo Placement Additional Information 29  Town  of  Vail    |    CSE  |    10/1/14   • Please see attached for the Gourmet on Gore 2014 Budget. • Please see attached for the Gourmet on Gore ROI document. Additional documents attached to presentation: Detailed 2014 event budget, including all revenues and expenses. (Estimated as of 9/23/14) Revenues: 2014 CSE Contribution $45,000 Sponsorship (net comm) 67,000 Glass/Bev/Food % Sales (Net COGS/Taxes) 25,566 Total Revenues 137,566 Expenses: Event Site: TOV Permit/Liquor Permits 1,375 1,375 Event Equipment & Rental Expenses: Signage, Decorations, Supplies, Uniforms, etc. 15,000 Rental Items (dumpsters, tables, chairs, tents, porta potties, et al.) 21,000 Bands, Stages, Lights, Sound 19,170 55,170 Manpower & Related Expenses: Labor/Announcers 17,000 Town of Vail Police, Security 5,828 22,828 Public Relations/Marketing/Advertising: Public Relations 2,500 Social/Digital/Website 6,000 Advertising/Marketing 10,000 18,500 Administrative: Proposals/Insurance/Supplies/Phone/Postage 7,500 Charitable Contribution 5,500 Agency Fees/Production Management 20,000 33,000 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 2,500 2,500 Total Expenses: $ 133,373- Net Income (Loss): $4,193- Estimated Incremental Room Nights & Revenue Generated by 2014 Gourmet on Gore 2014 Estimated Incremental Spending Incremental Room Nights Estimated total event attendance: 25,000 ppl Those who came just for the event: 70% Those staying in Town of Vail lodging: 75% Average nights stay in Vail: 2 Total Incremental Room Nights: 13,125 (2ppl/rm) Incremental Spending Estimated attendance per day: 8,333 Average amount spent per day: $200 Event Days: 3 Total Incremental Spending: $4,999,800 Average lodging price per night: $150 Incremental room nights: 13,125 Subtotal spent on lodging: $1,968,750 Number of days in Vail not for event: 1.0 Number of people staying additional days: 500 Average amount spent per day: $200 Subtotal spent on non-event days: $100,000 Total Estimated Incremental Spending: $7,068,550 2014 Town of Vail Estimated Return on Investment Town of Vail Investment $45,000 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 estimated PR and marketing for this event $260,000 Return on Investment through Media, PR and Event Related Impressions alone: 4.8-to-1 Est. Incremental Room Nights Generated 13,125 Incremental Spending Generated $7,068,550 Tax Receipts (Sales - 4%, Lodging-5.4%) $338,429.50 Return on Investment through Incremental Spending in the Town of Vail: 6.5-to-1