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
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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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
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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
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• 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
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• 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
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• 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
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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
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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
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• 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
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*
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
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• 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
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• 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
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• Dining: $79
• Shopping: $121
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
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• 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*
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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
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• 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
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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
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• 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
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• 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
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• 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
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• 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
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• 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
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• 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
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• 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
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Tasting Program and TOV Full Page Ad
Event Creative
Print & Media Examples
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Poster, Rack Card, Mountain Living Full Page Ad, Partner Ad
Event Creative
Print & Media Examples
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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
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• 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