HomeMy WebLinkAbout2014 Top Shelf Harvest RecapEvent Recap: Top Shelf Harvest Vail
Commission on Special Events
September 27, 2014
Photos by Vessi Vlessava & Show Love Media
Top Shelf Harvest: September 27, 2014
Event Producer: Eagle Valley Events – Laurie Asmussen, Owner
2
Town
of
Vail
|
CSE
|
10/20/14
Office: (970)
328-‐1182
Mobile: (970)
376-‐3756
laurie@eaglevalleyevents.com
Vail Brand Compatibility
3
Town
of
Vail
|
CSE
|
10/20/14
Standard of excellence met by:
Increased spending in Lionshead Village per CSE
request – lodging, restaurant/bar, retail
Target market profile ideal for Vail Brand across
generation
• Front range double-income no kids: ages 30-40,
salary 100k+, trendsetters, value experience.
• Front range family: ages 35-50, salary 200K+.
• Boys weekend: ages 25-35, salary 50K
• Local elite: ages 50+, may be retired. The
‘seen and be seen’ crowd.
• Local networker: ages 30-45, professionals,
60K+.
Brand creation sophisticated and
executed precisely
“Premier International Mountain Resort Community”
Poster
Event Highlights
4
Town
of
Vail
|
CSE
|
10/20/14
• Visitor numbers estimated at 425
• Lionshead area hotels served as
host properties for all artists –
partners with Lifthouse Condos,
Lions Square Lodge, Montaneros
and Vail Spa
• Tremendous media coverage:
Reign Magazine, KBCO, Vail Daily
& Weekly, KSKE, The Lift FM.
4 press releases produced
• Coordinated with Vail Valley
Theatre Company and Vail/Beaver
Creek Restaurant Week for
activation and cross marketing
VVTC
flapper
concession
girl,
Reign
email
blast
From:Hillary hillary@lockemediagroup.com
Subject:Fwd: Vail's Top Shelf Harvest, Home team fashion + our love for leopard
Date:September 4, 2014 at 11:53 AM
To:Clare Hefferren clareh@callosumcreative.com
Here's the sponsored email from Reign Magazine that went out today
Begin forwarded message:
From: Reign Magazine <hello@reignmag.com>
Date: September 4, 2014 at 12:41:05 PM EDT
To: <hillary.locke@gmail.com>
Subject: Vail's Top Shelf Harvest, Home team fashion + our love for leopard
Reply-To: Reign Magazine <hello@reignmag.com>
Thursday, September 4, 2014
Vail's Top Shelf Harvest
When Colorado’s distilleries join forces with Vail’s restaurants, it’s
a match made in foodie heaven. Couple the notion with live music,
a red carpet photo booth and a VIP suite and the ante is officially
upped. This month, the first ever Top Shelf Harvest event will take
over Vail’s Lionshead Village, delighting the palettes of libation
lovers and cuisine connoisseurs.
Event Strengths & Weaknesses
5
Town
of
Vail
|
CSE
|
8/6/14
Exceeded expectations:
• PR and marketing efforts
• Intimate setting, ambiance & theme
• Non-profit tie-in / Vail Valley Theater
Company - Chicago production
• Cocktail / Restaurant pairings created
on trend for unique mix
Room for improvement:
• Token system / Directional signage
• Event logistics / Mixologist contest
and entertainment locations
• Internal product orders /
Bartender training
R&B
Band:
Gregory
Todd
Toppers
Band:
Gregory
Todd
Toppers;
Photo
wall
Event Budget
6
Town
of
Vail
|
CSE
|
10/20/14
• Total event budget: $54,944
• CSE funds: $20,000
• Profit and loss: Profit/Loss $30,311
• Funding utilization:
Professional branding, marketing,
public relations and development services
• In-kind sponsorship: $4900
• Cash sponsorship: $0
Note: 2015 budget estimated at 48% of 2014.
4 cash sponsors holding for 2015 participation
if funded.
* Event producer to attach detailed budget for recap
Mixologist
Contest
featuring
local
talent
&
judges
Estimated Results*
Attendance Numbers
7
Town
of
Vail
|
CSE
|
10/20/14
*
Based
on
survey
results.
• EsMmated
aOendance:
425
(350
paid)
• %
of
people
in
Vail
specifically
for
event:
61%
• 0%
of
people
aOended
in
past
years
as
2014
was
inaugural
event
capMon
Guest
interacOon
Estimated Results*
Demographic Profile
8
Town
of
Vail
|
CSE
|
10/20/14
AOendees
came
from
(local,
regional,
out
of
state,
internaMonal):
• 28%
locals
• 64%
overnight
guests
Average
age
and
income
bracket
of
aOendees:
• Average
age:
43
• 57%
aOendees
earn
$100K
or
more
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
9
Town
of
Vail
|
CSE
|
10/20/14
Lodging:
• 94
%
aOendees
stayed
in
Town
of
Vail
• $248
average
amount
spent
on
lodging/
day.
2.9
nights
stayed
in
paid
Vail
lodging
• 97
esMmated
room
nights
booked
due
to
event
associaMon
• Lodging
call
to
acMon:
Web
site
included
direct
link
to
to
each
sponsoring
hotel
for
discounted
rate
(with Lifthouse
Condos, Lions Square Lodge,
Montaneros, Vail Spa)
• Dining:
$0*
• Shopping:
$0*
• AcMviMes:
$0*
*Not
available
at
this
Mme.
AwaiMng
full
survey
data.
*
Based
on
survey
results.
Vail
Daily
Ad
Estimated Return on Investment (ROI)*
10
Town
of
Vail
|
CSE
|
10/20/14
AddiMonal
Town
of
Vail
spending
event
generated:
$53K
RaMo
of
increased
revenue
to
amount
of
funding
received:
$20,
000
sponsorship:
37%
Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**
$1000
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepMon
of
short-‐term
lodging
which
collects
5.4%
aaer
the
addiMon
of
a
1.4%
local
markeMng
district
tax.
For
more
informaMon:
hOp://www.vailgov.com/subpage.asp?dept_id=48
website
Visitor Intent to Return*
11
Town
of
Vail
|
CSE
|
10/20/14
SaMsfacMon
raMngs:
• 4.2
based
on
scale
of
1
(not
at
all)
to
5
(extremely
saMsfied)
• NPS
32
• 42%
very
or
extremely
likely
to
return
Eagle
Valley
Events
has
aOached
survey
for
reference.
Guest
comments:
“Great
quality
for
the
price;
Great
mix
of
food
and
drink”;
Great
variety;
Friendliness
of
the
aOendees;
Liked
the
ambience
*
Based
on
survey
results
of
28
survey
responses,
79
emails
and
450
aOendees.
famous speakeasy
sept.27
top harvestharvest
LET COLORADO-MADE SP
I
R
I
T
S
M
O
V
E
Y
O
U
Topline Marketing Efforts
12
Town
of
Vail
|
CSE
|
10/20/14
• VLMD Harvest Dinner –
Four Seasons Denver:
Featured during cocktail hour
• Web Site:
topshelfharvestvail.com
• Facebook page:
(126 likes)
facebook.com/
topshelfharvestvail.com
• Instagram & Twitter accounts
• Roundabout Banners
• Posters: 500
• Postcards: 2,000
TV8:
4
segments;
VLMD
Harvest
Dinner;
KSKE
2
live
interviews
By: Callosum
Topline Marketing Efforts (continued)
13
Town
of
Vail
|
CSE
|
10/20/14
• Radio:
KCBO listener contest;
KSKE: 2 live interviews,
1 spot
LIFT FM: 1 spot
• TV: TV8: 4 GMV segments
• Print:
Vail Daily: >20 print & digital
ads, 8 articles
Vail Weekly: >5 print & digital
ads, 2 articles
Vail
Daily
editorial
coverage
recap
Topline Public Relations Efforts
14
Town
of
Vail
|
CSE
|
10/20/14
Reign
Magazine
• Digital
Print
Ad
View.
Page
views
to
Date:
14,410
• Website
Banner
Ad.
Total
Impressions:
34,847
• Email
Ads:
9/24,
18
&9th.
Average
open:
35.2%.
Click
Through:
5%
• Sponsored
emails
9/4.
Total
clicks
108
• Free
Reign
Friday:
Eblast
run
dates:
9/18;
9/24
KBCO
97.3fm
-‐
Denver
• Radio
menMons
during
“My
Three
Songs”
Mon-‐Fri
10a–3p
week
of
9/8/14.
Length:
5
minutes
each
• Hits:
15.
Total
Impressions:
228,500
Post
Event
Press
Climbing
Grier
Mountain
Site
(StaMsMcs
in
aOachment)
View
Blog
Post
Denver
off
the
Wagon
View
blog
post
(Over
69,000
unique
visitors
a
month)
By: Locke Media Group
Community Contribution
15
Town
of
Vail
|
CSE
|
10/20/14
Created event activations
to engage community:
• Mixologist contest: 3 local
bartenders, 3 local judges,
1 local emcee. Included
People’s Choice voting
• Vail Valley Theatre Company:
Entertainment & Ice Luge
sponsorship. Flapper dance
entertainment and ice luge host – funds donated to VVTC.
• Photo Wall: Complimentary dress-up photos shared on social media
and web site
Impact on Vail’s sense of community
Sustainability Efforts
Green Measures
16
Town
of
Vail
|
CSE
|
10/20/14
• All plasticware was recyclable
• Reusable gift bags were given
to all attendees
• Banners and signs were
designed to be re-used
• All paper and cutlery was
compostable
Tavern
on
the
Gore
tasOng
Additional Information
17
Town
of
Vail
|
CSE
|
10/20/14
• Budget
• PR recap
• Press release
bundle (4)
Additional documents
attached to presentation:
18
Town
of
Vail
|
CSE
|
10/20/14
Thank you.
CSE asked Eagle Valley Events to raise the bar on our event production.
We took the financial risk of producing an inaugural event, Top Shelf
Harvest Vail. From a guest perspective the event was a home run.
From an event producer perspective, we learned a lot and look forward
to solidifying 2015. Thanks for supporting us.
TOP SHELF HARVEST VAIL 2014 - BUDGET
Perentage
of budget
29%
24%
Ice sculpture
Taste cups/plates/compostables
Restaurant reimbursement
Profit
/
Loss <30,311>100%
Additional
Eagle
Valley
Events
-‐
Investing
in
company
development
Branding/Marketing 4000
Public
Relations 1800
Sponsorship
Development 700
Project
Coordination 4715
Photo
/
Band 975
Total
EVE
investment
in
Top
Shelf
Harvest
Vail $67,134
TOTAL $54,944
Permit/Site Fees
Event Insurance/Alcohol Liability Insurance
Administrative Expenses 4,382 8%
PrivateSecurity 1,050 2%
Bartending staff/flowers
Alcohol purchase for main bar
Nonprofit reimbursement/Contest prizes and trophies
VIP area expenses
Tent/Equipment rental
Sound system
20,412 37%
Entertainment/Roving, musical
Lodging
Operating Expenses
Printing: pairing cards
Tokens/credentials
Event gift bags/glasses
Roundabout/Street banners
Event signage
Online magazine/KBCO radio promotion
Event supplies 12,912
Website development
Newspaper ads
Radio ads
Marketing Plan/Advertising/Promotions $16,188
Printing: posters/brochures
Expenses
4,633
$24,633TOTAL
TOTAL $12,190
Revenues
TOV Sponsorship $20,000
Ticket sales/admission
For Immediate Release: 8/12/14
Hillary Locke hillary@lockemediagroup.com; 917-309-1819
Clare Hefferren clareh@callosumcreative.com; 970-455-4586
http://www.topshelfharvestvail.com
Eagle Valley Events Presents the First Annual Top Shelf Harvest
Let Colorado-Made Spirits Move You With Tastings and
Demonstrations from Colorado Distilleries and Vail Restaurants
Vail, CO – August 12, 2014 – As a kick off to Vail Beaver Creek Restaurant Week, Town
of Vail, Vail, Lionshead Merchants Association and Eagle Valley Events are proud to
announce the First Annual Top Shelf Harvest event on September 27th, 2014 in the
heart of Lionshead Village in Vail, Colorado. The boutique-style event will pair 15
Colorado distilleries with 15 Vail restaurants to offer inspired food and drink pairings for
all to enjoy. Via personal interaction with the mixologists and chefs, culinary enthusiasts
and spirit aficionados will immerse in the gourmet experience while enjoying the beauty
of Vail. The event will feature an inventive spin on “speak easy” style décor and
entertainment to give visitors a feeling of classic exclusivity.
“We’re so thrilled to bring Top Shelf Harvest to life by celebrating the top Colorado craft-
distilleries as well as the culinary techniques of some of the most popular restaurants in
Vail, Colorado. We want our guests to enjoy the inventive cocktails deliberately prepared
to be paired with delicious food surrounded by autumn colors, live music and
entertainment in the heart of Vail,” said Laurie Asmussen, Event Producer of Eagle Valley
Events.
To celebrate the beauty of fall in Colorado, Top Shelf Harvest will also feature a
mixologist contest showcasing old school and modern cocktails, as well as a chance for
people to vote for their favorite cocktails and cuisine. Top Shelf Harvest will focus on the
shared enjoyment of coming together and the beauty of the season with exceptional
drinks and tastes. Additionally, there will be demonstrations by top mixologists and chefs,
allowing people the chance to experience the artistry of their creations while enjoying live
music.
Event Details:
Who: Vail’s Top Shelf Harvest
What: A boutique-style event pairing creations from 15 Colorado distilleries and 15 Vail
restaurants, offering high-end demonstrations, a mixologist content, live music and
exquisite tastings to celebrate fall in Vail
When: Saturday, September 27th from 2:00pm – 7:00pm
Where: Lionshead Village in Vail, Colorado
For more information about Vail’s Top Shelf Harvest and for ticket sales, please visit
http://www.topshelfharvestvail.com
Media passes and interviews are available upon request. Please contact Hillary Locke at
hillary@lockemediagroup.com
About Vail: There's no place like Vail for year-round recreation, outdoor pursuits and
cultural activities in the heart of the Rockies. Located just two hours west of Denver, Vail's
fresh air, rugged beauty and charming pedestrian village await guests. Discover a quaint
mountain town where outdoor activities abound and the performing arts flourish. Matching
the incredible winter mountain experience, Vail from May through October is
characterized by a rich culinary scene, family activities, a world-class events schedule
and everything in between. This summer guests can experience events like the new Vail
Summer Bluegrass Series, GoPro Mountain Games, Vail Jazz Festival, the Vail
International Festival of Dance, BRAVO! Vail, USA Pro Challenge, Gourmet on Gore
culinary festival and much more. Vail offers a diverse range of lodging options from luxury
brands to boutique hotels, condominiums and vacation rentals. For more information on a
Vail vacation, please visit www.vail.com.
###
For Immediate Release: 9/16/14
Hillary Locke hillary@lockemediagroup.com; 917-309-1819
Clare Hefferren clareh@callosumcreative.com; 970-455-4586
Laurie Asmussen laurie@eaglevalleyevents.com; 970-376-3756
http://www.topshelfharvestvail.com
Colorado’s Best Distilleries and Vail’s Top Restaurants
Come Together To Create The Perfect Fall Get-Away Weekend
Libation Lovers and Cuisine Connoisseurs Celebrate
Eagle Valley Events’ First Annual Top Shelf Harvest
Vail, CO – September 16, 2014 – To kick off to Vail Beaver Creek Restaurant Week,
Town of Vail, Vail, Lionshead Merchants Association and Eagle Valley Events are proud
to announce the First Annual Top Shelf Harvest event on September 27th, 2014 in the
heart of Lionshead Village in Vail, Colorado which is poised to be a unique weekend get-
away for Denver locals.
The boutique-style event will pair Colorado’s best distilleries such as 10th Mountain
Whisky & Spirits, 808 Distillery, Breckenridge Distillery, Woods High Mountain Distillery,
Woody Creek Distillers, Stranahans, Golden Moon Distillery, Overland Distillery and KJ
Wood Distillers with Vail’s top restaurants including Larkspur, Terra Bistro, Vail
Chophouse, Tavern on the Square, Tavern on the Gore, Moe's Original BBQ, Big Bear
Bistro, Blue Moose, Mountain Cupcake for a match made in foodie heaven.
Through personal interaction with mixologists and chefs, culinary enthusiasts and spirit
aficionados will immerse in the gourmet experience while enjoying the beauty of Vail.
Lively period-style jazz and blues music by the Gregory Todd Toppers will enhance the
festive environment. Additionally, the event will feature an inventive spin on speakeasy
and entertainment provided by the Vail Valley Theatre Company’s production of
CHIGAGO, will be sure to give visitors a feeling of classic prohibition style speak easy
event complete with flapper couples, “cigarette” girls and a cocktail ice luge throughout
the event. To keep the party going, the VVTC group will be hosting a speakeasy event at
Samana Lounge from 9pm to 1am on Saturday September 27th. A secret knock at the
door and $10 will get you in to enjoy music, cocktails and costumes throughout the night.
“If you’re looking for a fall getaway weekend, Top Shelf Harvest is the perfect way to
enjoy Colorado craft-distilleries as well as the culinary techniques of some of the most
popular restaurants in Vail, Colorado. We want our guests to enjoy the imaginative
cocktails deliberately conceived to be paired with our food offerings surrounded by
autumn colors, live music and entertainment in the heart of Vail,” said Laurie Asmussen,
Event Producer of Eagle Valley Events.
To celebrate the beauty of fall in Colorado, Top Shelf Harvest will also feature a
mixologist contest showcasing local talent and judges, as well as a chance for people to
vote for their favorite cocktails and cuisine and mixologist. Top Shelf Harvest will focus
on the shared enjoyment of coming together and the beauty of the season with
exceptional drinks and tastes.
Event Details:
Who: Vail’s Top Shelf Harvest
What: A boutique-style event pairing creations from Colorado distilleries and Vail
restaurants offering high-end demonstrations, a mixologist content, live music and
exquisite tastings to celebrate fall in Vail
When: Saturday, September 27th from 2:00pm – 7:00pm
Where: Vail Square - Lionshead Village in Vail, Colorado
Tickets: Buy online or at the gate
For more information about Vail’s Top Shelf Harvest and for ticket sales, please visit
http://www.topshelfharvestvail.com
Media passes and interviews are available upon request. Please contact Hillary Locke at
hillary@lockemediagroup.com
About Vail: There's no place like Vail for year-round recreation, outdoor pursuits and
cultural activities in the heart of the Rockies. Located just two hours west of Denver,
Vail's fresh air, rugged beauty and charming pedestrian village await guests. Discover a
quaint mountain town where outdoor activities abound and the performing arts flourish.
Matching the incredible winter mountain experience, Vail from May through October is
characterized by a rich culinary scene, family activities, a world-class events schedule
and everything in between. Vail offers a diverse range of lodging options from luxury
brands to boutique hotels, condominiums and vacation rentals. For more information on
a Vail vacation, please visit www.vail.com.
###
For Immediate Release: 9/23/14
Media Contacts:
Hillary Locke: hillary@lockemediagroup.com; 917-309-1819
Clare Hefferren: clareh@callosumcreative.com; 970-455-4586
Laurie Asmussen: laurie@eaglevalleyevents.com; 970-376-3756
GET UP CLOSE AND PERSONAL WITH COLORADO’S BEST DISTILLERIES AND
VAIL’S TOP RESTAURANTS THIS WEEKEND AT TOPSHELF HARVEST VAIL
Event Kicks Off Vail/Beaver Creek Restaurant Week with Unique Culinary and Cocktail
Pairings, High-End Demonstrations, Live Music and More….
Vail, CO – September 23, 2014 – At the First Annual Top Shelf Harvest event this Saturday
September 27th at Vail’s Lionshead Village, top chefs from the best restaurants in Vail will be
working with Colorado’s most sought-after distilleries to bring an interactive boutique tasting
event to life. Presented by Town of Vail, Lionshead Merchants Association and Eagle Valley
Events, guests will be transported back to the age of prohibition to experience a day of gourmet
culinary and cocktail pairings, a mixology contest, and live entertainment in a fun ‘speakeasy’
style setting.
“What better way to spend a fall weekend than with fabulous cuisine and cocktails with great
entertainment in the beauty of Vail,” said Kevin Nelson of the acclaimed Terra Bistro. “We’re
thrilled to be a part of the event and look forward to sharing our tastes with all the guests.”
To tempt the taste buds, here’s a few restaurant and distillery pairings taking part in this amazing
event:
• Terra Bistro - Stranahan’s
• Larkspur - 808 Distillery
• Vail Chophouse - Woody Creek Distillers
• Tavern on the Square - Breckenridge Distillery
For the full list of participants and to purchase tickets visit http://www.topshelfharvestvail.com
Top Shelf Harvest will also feature a mixologist contest showcasing craft spirits of Colorado
distilleries and talented Vail mixologists. Kevin "Sully" Sullivan, maitre-de of Elway's Vail and
bingo host at The Red Lion will emcee, while the judges include DC Bollard, Former Sales
Consultant at Summit Distribution, Steven Teaver, Beverage Director at Four Seasons Resort
and Residences Vail and TJ Vorbil, Partner at RKV Law. Guests can vote for their favorite
cocktails and mixologist as well as their favorite cuisine.
Some additional highlights from the event include:
• Specialty ice luge cocktails from Breckenridge Distillery and 808 Distillery, helping guests
get into the swing of things.
• Lively period-style jazz and blues music by the Gregory Todd Toppers.
• Speakeasy style décor and entertainment featuring flapper couples, “cigarette” girls and a
cocktail ice luge provided by the Vail Valley Theatre Company’s production of CHIGAGO.
• A speakeasy event at Samana Lounge, hosted by the VVTC group, from 9pm to 1am on
Saturday September 27th. A secret knock at the door and $10 will allow guests in to
enjoy music, cocktails and costumes throughout the night.
Media passes and interviews are available upon request. Please contact Hillary Locke at
hillary@lockemediagroup.com
About Vail: There's no place like Vail for year-round recreation, outdoor pursuits and cultural
activities in the heart of the Rockies. Located just two hours west of Denver, Vail's fresh air,
rugged beauty and charming pedestrian village await guests. Discover a quaint mountain town
where outdoor activities abound and the performing arts flourish. Matching the incredible winter
mountain experience, Vail from May through October is characterized by a rich culinary scene,
family activities, a world-class events schedule and everything in between. Vail offers a diverse
range of lodging options from luxury brands to boutique hotels, condominiums and vacation
rentals. For more information on a Vail vacation, please visit www.vail.com.
###
For Immediate Release:
Media Contacts:
Hillary Locke: hillary@lockemediagroup.com; 917-309-1819
Clare Hefferren: clareh@callosumcreative.com; 970-455-4586
Laurie Asmussen: laurie@eaglevalleyevents.com; 970-376-3756
A GOOD TIME WAS HAD BY ALL AT THE INAUGURAL TOP SHELF HARVEST
Guests Were Treated to Culinary and Cocktail Pairings, Live Speakeasy Entertainment,
Fall Foliage and More…
Vail, CO – October 1, 2014 -- The inaugural Top Shelf Harvest event on Saturday, September
27th was an overwhelming success, with big plans for the annual fall affair for next year.
Presented by Town of Vail, Lionshead Merchants Association and Eagle Valley Events, Top
Shelf Harvest hosted over 250 guests that were transported back to the age of prohibition to
experience a day of gourmet pairings from top Vail restaurants and sought-after Colorado
distilleries, a mixology contest and live entertainment in a ‘speakeasy’ style setting. To add to the
festive day, the gorgeous gold fall leaves and mountain sunshine made for an epic Colorado
experience.
The mixology contest showcased craft spirits of Colorado distilleries and talented Vail mixologists.
Kevin "Sully" Sullivan, maitre-de of Elway's Vail emceed the mixology contest while local judges
tasted their way through the brilliantly created cocktails. The winners included:
• Ana Vogen of Elway's Vail and Lancelot Restaurant won the mixology contest with her
"September Sunset", a twist on the classic gin fizz
• Ben Moss of La Tour Vail won the People’s Choice Award for his “10th Mountain Sidecar”
• 10th Mountain Whiskey & Spirit Co. won the People’s Choice Award for Best Distillery
with their “Seibert Sipper” named after Pete Seibert, a 10th Mountain Vet and one of the
founders of Vail Mountain
• Moe's Original BBQ - Vail won the People's Choice Award for Best Restaurant with “Baby
Back Ribs”, smoked ribs rubbed with their signature dry rub and drizzled with their house
red sauce
However, the real winners were the guests who were treated to a specialty ice luge cocktails
from Breckenridge Distillery and 808 Distillery, lively period-style jazz and blues music by the
Gregory Todd Toppers, speakeasy style décor and entertainment featuring flapper couples,
“cigarette” girls provided by the Vail Valley Theatre Company’s production of CHIGAGO.
For the full list of participants and to view photos from the event please visit
http://www.topshelfharvestvail.com and https://www.facebook.com/topshelfharvestvail.
As for next year, Eagle Valley Events is poised to outdo themselves with a stellar line up for 2015.
For media inquiries please contact Hillary Locke at hillary@lockemediagroup.com
About Vail: There's no place like Vail for year-round recreation, outdoor pursuits and cultural
activities in the heart of the Rockies. Located just two hours west of Denver, Vail's fresh air,
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###
Vail’s
Top
Shelf
Harvest
-‐
Highlights
September
2014
Prepared
for:
Eagle
Valley
Events
Prepared
by:
Intercept
Insight,
LLC
PO
Box
2078
Avon,
CO
81620
970.331.1086
www.intercepNnsight.com
Highlights
v
AOendance
–
350
v
Ticket
Sales
-‐
$4,633
v
Sample
Size
(total
unique
email
addresses
provided)
-‐
72
v
Total
completed
surveys
–
28
v
EsNmated
revenue
generated
to
the
Town
of
Vail
-‐
$53K
including
Ncket
sales
(+/-‐
20%
error
level
should
be
considered)
v
Net
Promoter
Score
–
32
v
Overall
SaNsfacNon
–
4.2
(using
a
scale
of
1
to
5,
where
1=Not
at
all
saNsfied
and
5=Extremely
saNsfied)
v
61%
of
the
aOendees
came
to
Vail,
CO
specifically
for
the
event
v
Friend/family,
Vail
Daily,
and
Poster
were
selected
most
when
asked,
“How
did
you
hear
about,
and/or
where
did
you
see
adverNsing
for
this
event?”
v
Sponsor
with
most
presence
–
Vail
Valley
Theater
Company
v
43%
are
“Very”
or
“Extremely
Likely”
to
return
in
the
future
v
29%
were
local
visitors
|
64%
were
overnight
guests
v
94%
of
the
aOendees
staying
in
paid
lodging
stayed
within
Vail,
CO
v
Average
nights
stayed
in
paid
lodging
in
Vail
–
2.9
v
EsNmated
number
of
room
nights
generated
by
the
VTSH
–
97
v
EsNmated
average
nightly
rate
-‐
$248
v
Average
age
of
respondents
–
43
v
57%
earn
a
HH
income
of
$100K+
v
Favorite
summer-‐Nme
hobbies
–
Hiking,
music
fesNvals,
and
traveling
v
Lifestyle
Categories
–
Wine
&
Foodie,
Traveler,
Health
&
Fitness
Comments
2014
VTSH
-‐
Why
Not
Likely
to
Recommend
the
Event
Nothing.
I
have
a
number
of
friends
and
family
who
do
not
drink.
Move
locaNon
to
Vail
Village
More
restaurants
and
for
the
restaurants
to
provide
more
WOW
food
More
food
-‐
vegetarian
selecNons!
Even
if
you
need
to
use
more
tokens.
In
drinking
it
is
good
to
eat
more!
More
drink
varieNes
Less
focus
on
specialty
drinks
Improve
on
the
drink
opNons.
I
believe
only
one
Vodka
opNon
and
no
wine
opNons.
Also,
were
the
Mix
I
didn't
like
having
to
use
tokens
to
get
food/drink.
At
other
drink
fesNvals
I've
been
to,
you
can
get
unlimited
drinks
per
your
own
judgment.
Grow.
Include
wine.
Food
was
all
greasy,
not
appealing.
All
garlic
and
heavy.
Get
restaurants
that
cook
edible
food.
Tasted
like
a
diner.
Explain
how
the
liquor/food
pairing
works
beOer.
Do
not
put
the
bar
as
the
first
thing
you
see,
since
we
ordered
drinks
prior
to
realizing
about
the
pairings.
The
names
of
drinks
didn't
help
since
there
were
no
descripNons
at
the
bar,
it
was
hard
to
figure
out
what
was
in
some
of
the
drinks.
2014
VTSH
-‐
Favorite
Aspect
of
the
Event
Woody
Creek
drinks
Woody
creek
disNlleries-‐
Jarrad
Lee
was
a
great
and
well
educated
Wasn't
sold
out
on
the
day
of
Variety
of
drinks
and
foods
Trying
new
spirits
and
the
friendliness
of
the
aOendees
at
each
booth.
The
variety
of
food
and
drink.
The
restaurant
tasNngs
The
price!
The
local
people
were
extremely
friendly.
The
great
food
and
drink
tasNngs.
The
food
was
delicious.
The
compeNNon
and
voNng
parNcipaNon
Sampling
spirits.
Pairings
were
fun
to
try
MeeNng
new
people
I
liked
the
pairing
of
the
cocktails
with
the
restaurants
Great
quality
for
the
price
Great
mix
of
food
and
drinks
Food
and
drinks
with
lighter
liquors
such
as
vodka
Drink
choices
Classy
crowd
&
great
variety
of
food/cocktails
All
of
the
different
cocktails
from
the
disNlleries
2014
VTSH
-‐
One
Change
Comments
Wine
When
given
the
gir
bag
with
the
tokens
nothing
was
explained
at
all.
From
the
start
all
staff
including
venders
should
know
what
the
different
tokens
are
good
for.
TransportaNon.
More
arer
party
events
There
seemed
to
be
a
lot
of
citrus
based
drinks,
would
have
been
nice
to
have
more
variety
The
VIP
area
needed
MUCH
improvement.
Needed
signage,
people
at
check-‐in
should
have
menNoned
the
VIP
area
because
we
found
it
on
accident.
There
should
be
a
sitng
area/lounge
in
VIP.
The
VIP
area
could
be
beOer.
Also,
try
to
create
more
opportuniNes
for
people-‐watching.
Spread
things
out
a
liOle
more
-‐
it
was
a
liOle
claustrophobic
under
the
tent
Offer
wine
from
wine
makers
Not
that
I
can
think
of.
Just
keep
pricing
reasonable.
Not
so
many
tokens
for
things
More
seaNng
around
the
tent
More
food
and
drink
opNons
Lower
the
noise
(music)
volume
Instead
of
specialty
drinks,
allow
for
standard
drinks
at
standard
token
values
to
enable
guest
to
make
objecNve
comparison
of
the
liquor
Have
drinks
other
than
just
liquor.
Excellent
wine
would
be
very
nice.
Liquor
gets
heavy.
Drinking
water
staNons
Do
away
with
tokens.
They
cause
unnecessary
stress-‐-‐oh
I
can't
try
this
dish
because
I
have
no
food
tokens
ler.
That
is
what
an
admission
price
is
for.
DisNllers
seemed
unsure
of
the
voNng
process
with
the
tokens
ConNnuous
music
-‐
the
group
took
many
breaks.
More
substanNal
food
selecNons
Bigger
tent
would
be
nice.
It
was
very
crowded
&
confined.
BeOer
food
pairings!
I've
been
to
several
and
this
was
the
least
impressive
BeOer
food
Allow
non-‐Vail
residents
to
join
the
mixology
contest
Vail’s Top Shelf Harvest - Highlights
September 2014
Prepared for:
Eagle Valley Events
Prepared by:
Intercept Insight, LLC
PO Box 2078
Avon, CO 81620
970.331.1086
www.interceptinsight.com
Highlights
Attendance – 350
Ticket Sales - $4,633
Sample Size (total unique email addresses provided) - 72
Total completed surveys – 28
Estimated revenue generated to the Town of Vail - $53K including ticket sales (+/- 20% error level should be considered)
Net Promoter Score – 32
Overall Satisfaction – 4.2 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
61% of the attendees came to Vail, CO specifically for the event
Friend/family, Vail Daily, and Poster were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
Sponsor with most presence – Vail Valley Theater Company
43% are “Very” or “Extremely Likely” to return in the future
29% were local visitors | 64% were overnight guests
94% of the attendees staying in paid lodging stayed within Vail, CO
Average nights stayed in paid lodging in Vail – 2.9
Estimated number of room nights generated by the VTSH – 97
Estimated average nightly rate - $248
Average age of respondents – 43
57% earn a HH income of $100K+
Favorite summer-time hobbies – Hiking, music festivals, and traveling
Lifestyle Categories – Wine & Foodie, Traveler, Health & Fitness
Comments
2014 VTSH - Why Not Likely to Recommend the
Event
Nothing. I have a number of friends and family
who do not drink.
Move location to Vail Village
More restaurants and for the restaurants to
provide more WOW food
More food - vegetarian selections! Even if you
need to use more tokens. In drinking it is good to
eat more!
More drink varieties
Less focus on specialty drinks
Improve on the drink options. I believe only one
Vodka option and no wine options. Also, were the
Mix
I didn't like having to use tokens to get
food/drink. At other drink festivals I've been to,
you can get unlimited drinks per your own
judgment.
Grow. Include wine.
Food was all greasy, not appealing. All garlic and
heavy. Get restaurants that cook edible food.
Tasted like a diner.
Explain how the liquor/food pairing works better.
Do not put the bar as the first thing you see, since
we ordered drinks prior to realizing about the
pairings. The names of drinks didn't help since
there were no descriptions at the bar, it was hard
to figure out what was in some of the drinks.
2014 VTSH - Favorite Aspect of the Event
Woody Creek drinks
Woody creek distilleries- Jarrad Lee was a great
and well educated
Wasn't sold out on the day of
Variety of drinks and foods
Trying new spirits and the friendliness of the
attendees at each booth.
The variety of food and drink.
The restaurant tastings
The price!
The local people were extremely friendly.
The great food and drink tastings.
The food was delicious.
The competition and voting participation
Sampling spirits.
Pairings were fun to try
Meeting new people
I liked the pairing of the cocktails with the
restaurants
Great quality for the price
Great mix of food and drinks
Food and drinks with lighter liquors such as vodka
Drink choices
Classy crowd & great variety of food/cocktails
All of the different cocktails from the distilleries
2014 VTSH - One Change Comments
Wine
When given the gift bag with the tokens nothing was explained at all. From
the start all staff including venders should know what the different tokens are
good for.
Transportation. More after party events
There seemed to be a lot of citrus based drinks, would have been nice to have
more variety
The VIP area needed MUCH improvement. Needed signage, people at check-
in should have mentioned the VIP area because we found it on accident.
There should be a sitting area/lounge in VIP.
The VIP area could be better. Also, try to create more opportunities for
people-watching.
Spread things out a little more - it was a little claustrophobic under the tent
Offer wine from wine makers
Not that I can think of. Just keep pricing reasonable.
Not so many tokens for things
More seating around the tent
More food and drink options
Lower the noise (music) volume
Instead of specialty drinks, allow for standard drinks at standard token values
to enable guest to make objective comparison of the liquor
Have drinks other than just liquor. Excellent wine would be very nice. Liquor
gets heavy.
Drinking water stations
Do away with tokens. They cause unnecessary stress--oh I can't try this dish
because I have no food tokens left. That is what an admission price is for.
Distillers seemed unsure of the voting process with the tokens
Continuous music - the group took many breaks. More substantial food
selections
Bigger tent would be nice. It was very crowded & confined.
Better food pairings! I've been to several and this was the least impressive
Better food
Allow non-Vail residents to join the mixology contest