HomeMy WebLinkAbout2014 Vail Farmers Market RecapVail Farmers’ Market and Art Show:
June 15th-October 5th,
Sundays 10 AM- 3:30 PM
Event Producer & Meadow Drive Partnership:
Angela Mueller, Director
Office: 970-401-3320
vailfarmersmarket@gmail.com
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
cra9s
and
tourists
come
and
enjoy
the
outdoors
while
they
shop
in
Vail.
• We
offered
ac>vi>es
for
the
culinary,
ac>ve
outdoor
enthusiast
to
come.
The
2014
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.
Vail
Brand
Compa.bility
“Premier
Interna,onal
Mountain
Resort
Community”
Strengths: We exceeded expectations!
Brings
in
over
209,000
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
visi>ng
tourists
staying
in
Vail,
and
the
Coloradans
coming
in
for
an
ac>ve
day
in
the
mountains.
The
event
markets
Vail:
The
Vail
Farmers’
Market
and
Art
Show
Increased
business
for
the
town
of
Vail
from
June
15th
to
October
5th,
2014.
Added
value
to
the
guest
experience
in
Vail.
The
Vail
Farmers’
Market
and
Art
Show
gave
visi>ng
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
11,088
room
nights.
The
es>mated
gross
revenue
genera>on
was
approximately
$10.2
million.
Each
year
we
have
seen
this
grow.
Colorado
visitors
have
a
reason
to
come
back
another
weekend
a9er
visi>ng.
The
survey
has
found
that
guests
plan
to
come
back
at
least
3.1
>mes.
Event
Strengths
&
Weaknesses
This
year
our
marke>ng
of
the
Vail
Farmers’
Market
and
Art
show
included
the
following
adver>sing:
The
Vail
Farmers
Market
increased
par>cipa>on
in
all
summer
events
by
reaching
folks
who
had
never
been
reached
before.
Our
ads
encouraged
folks
to
come
to
Vail
for
mul>ple
days,
for
mul>ple
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.
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
adver>sing
that
we
have
received
from
the
Vail
Daily
and
the
Radio
Sta>ons
have
put
our
market
out
there
for
all
of
Colorado
to
see.
The
Vail
Daily/Colorado
Mountain
News
Media
as
our
presen>ng
sponsor
gave
us
$200,000
of
in
kind
ads,
which
put
the
Vail
Farmers
Market
&
Art
Show
out
to
all
Colorado
Residents.
Event
Strengths
&
Weaknesses
We listened to what our survey has told us and we will be working on:
1.We
will
use
the
funds
from
CSE
and
our
sponsorships
to
ensure
the
market
con>nues
to
be
a
true
farmers
market.
We
will
be
using
the
funds
for
a
new
event:
A
monthly
night
market.
It
will
be
held
on
Meadow
Drive
with
a
smaller
footprint.
We
also
will
be
having
a
series
of
Farm
to
Table
Dinners
that
will
encompass
the
chefs
of
our
market.
Held
from
June-‐
September.
More
farmers
means
a
more
authen>c
Colorado
Market
and
one
of
the
the
most
con>nued
requested
items
from
our
survey
(more
produce)
that
we
can
effec>vely
address.
• 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 authentic Colorado made quality is enhanced for everyone,
including Town of Vail business booths.
Event
Strengths
&
Weaknesses
• Total event budget: 2014 attached
• CSE funds: we received for 2014: $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, Vail Daily and Vail Resorts. The Vail Daily gives us $200,000 of in kind
sponsorship for the Market.
• Cash sponsorship: We had sponsorship from First Bank, Food Network, Meadow Drive
Partnership, Slifer Smith and Frampton, and CSE.
Event
Budget
Es>mated
acendance:
209,
857
guests
9,000-‐16,000
a
Sunday
• Note:
the
Lionshead
and
Vail
Village
parking
structure
vehicle
tracking
systems
were
replaced
over
the
course
of
the
summer.
The
tradi>onal
parking
structure
data
needed
to
completed
the
es>mated
acendance
model
was
unavailable
for
the
summer
of
2014.
The
es>mated
acendance
is
based
on
half
of
the
annual
percentage
increase
in
acendance
year-‐over-‐year
(2%).
• %
of
people
in
Vail
specifically
for
event:
The
Vail
Farmers’
Market
and
Art
show
es>mates
that
there
were
209,857
people
in
Vail
for
the
market
over
Summer
2014.
The
gross
revenue
generated
by
these
guests
is
$10,200,000.
• %
of
people
acended
previous
years:
Intercept
surveyed
565
people
over
the
17
Sundays
of
the
market.
We
found
that
82%
are
very
or
extremely
likely
to
return
in
the
future.
58%
were
returning
guests
and
42
%
were
first
year
acendees.
On
average
the
respondents
acended
2.9
Vail
Farmers’
Markets
in
2014.
*Based
on
survey
results
Es.mated
Results*
A7endance
Numbers
• Acendees
came
from
(local,
regional,
out
of
state,
interna>onal):
Local:
32%
In
State
(non
local):
27%
Out
of
State:
39%
Interna>onal:
2%
• Average
age
and
income
bracket
of
acendees:
72%
were
between
the
ages
of
25-‐64
The
weighted
average
age
from
survey
was
44.1
years
The
average
of
children
less
than
18:
8.3
years
We
found
that
52%
were
male
and
48%
were
female.
13%
came
with
dog
The
income
bracket:
53%
of
acendees
had
an
income
level
of
$100,000
-‐$500,000
plus
28%
were
at
the
$55,000-‐99,999
income
level
*Based
on
survey
results
Es.mated
Results*
Demographic
Profile
• Lodging:
2014:
$2,837,128
was
spent
in
lodging
during
the
Vail
Farmers’
Market.
75%
acendees
stayed
in
Town
of
Vail:
32%
of
acendees
stayed
in
paid
lodging,
10%
stayed
with
family/friends,
12%
were
second
home
owners,
06%
>meshare
32%
Vail
is
primary
residence
8%
it
is
a
day
trip
• Average
amount
spent
on
lodging/day:
The
average
amount
of
room
nights
generated
in
Vail
was
4.6
nights.
The
average
cost
for
a
room
was
$256
per
night.
• Es>mated
room
nights
booked
due
to
event
associa>on:
11,088
nights
• Lodging
call
to
ac>on:
(Based
on
only
Vail
Stays)
• Dining:
$2,543,975
revenue
dollars
were
spent
on
dining
in
Vail
• Shopping:
$3,759,774
revenue
dollars
are
es>mated
to
have
been
spent
in
retail
stores
and
vendors
at
market
• Other
Ac>vi>es:
$1,058,298
was
es>mated
to
have
been
spent
on
other
ac>vi>es
in
Vail.
*Based
on
survey
results
Es.mated
Results*
Event
A7endee
Es,mated
Spending
Addi>onal
Town
of
Vail
spending
event
generated:
• Ra>o
of
increased
revenue
to
amount
of
funding
received:
The
es>mated
revenue
of
$10,100,174
and
the
CSE
funded
the
VFM
35,000
for
the
Market.
That
is
.00346529%
of
the
CSE
funded
money.
The
Vail
Farmers’
Market
and
Art
Show
generated
10.1
million
dollars
Sales
tax
we
generated
for
the
17
Sundays
is
an
es>mated:
$404,000
from
the
visitors
in
town.
For
a
35,000
investment-‐
you
are
geing
nearly
an
866%
return.
Addi>onal
sales
tax
revenue
generated
by
event
accrued
to
Town
of
Vail:**
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.
*
Based
on
survey
results.
**
Town
of
Vail
sales
tax
=
4%.
Lodging
tax
=
5%
Es.mated
Return
on
Investment
(ROI)*
Sa>sfac>on
ra>ngs:
• 82%
of
visitors
are
“very”
or
“extremely
likely”
to
return
in
the
future
• Overall
Sa>sfac>on-‐
4.8
(using
a
scale
of
1
to
5,
where
1=Not
at
all
sa>sfied
and
5=
Extremely
sa>sfied)
• 47%
of
the
acendees
came
to
Vail,
CO
specifically
for
the
Market.
*Based
on
survey
results.
Visitor
Intent
to
Return*
The
following
efforts
were
made
to
promote
the
Vail
Farmers’
Market
and
Art
Show.
(Examples
have
been
acached
at
the
end
of
this
presenta>on)
Vail
Daily
had
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
Social
Media/website
ads
were
on
vail.com
vail-‐calendar.com
facebook.com
visitvailvalley.com
magazine.inspirato.com
thedailymeal.com
vaildaily.com
vailcascade.com
There
were
Four
Mountain
Radio
Sta>ons
running
ads
during
the
Market
Season:
(Per
week
ads)
KRYSTAL-‐
30
Frisco
KSKE-‐
24
Vail
KQSE-‐
14
Gypsum
The
Mile-‐
Minturn
Topline
Marke.ng
Efforts
Ads
for
Vail
Farmers
Market
&
Art
Show
The
Market
adver>sed
and
promoted
our
farmers
and
Colorado
made
ar>sans.
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
condos
and
real
estate
companies
help
promote
the
market
by
men>oning
it
in
the
summer
ac>vi>es
for
their
guests.
The
Vail
Farmers
Market
&
Art
Show
is
in
the
VLMAD
ad
schedule
The
marke>ng
of
not
only
the
Market,
but
also
the
Town
of
Vail,
its
ac>vi>es
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
ac>vi>es
available.
The
sponsorship
from
the
Vail
Daily/Colorado
Mountain
News
Media
gave
us
$200,000
of
in-‐kind
adver>sing.
The
marke>ng
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
marke>ng
we
have
created
has
made
the
Vail
Farmers’
Market
and
Art
Show
recognized
throughout
Colorado.
Topline
Marke.ng
Efforts
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
Na>onally.
The
Market
is
showing
the
visitors
that
have
come
that
we
have
a
true
Colorado
experience
outside
their
hotel
room.
Community
Contribu.on
• We are 100% compostable event until Sept 21st. (with exception of water bottles)
• We have started a program with Eagle County Water and Sanitation District to refill
water bottles at the Vail Farmers’ Market and Art Show. We will continue this, along
with having water bottles for sale at the event. We are looking at a water filling
station that will work 365 days a year for the Town.
• We had the compostable stations around the market until Sept 21st. This was
maintained by the Walking Mountains. It was a huge success and the only way the
market could do this is through the town subsidy. We thank you for this.
• Our guests used the extra summer bike racks
around the market this year and this seemed to keep many riders from riding
through town. It also promotes the use of bicycles.
Sustainability
Efforts
Green
Measures
Addi.onal
Informa.on
Profit
&
Loss
and
2014
Budget
are
a7ached
Vail Farmers' Market and Art Show
Profit and Loss Standard 10/19/14
November 2013 through December 2014
Nov '13 - Dec '14
Ordinary Income/Expense
Income
cse Income 35,000.66
sponsorship income 23,983.54
Income 90,253.17
Total Income 149,237.37
Expense
Total advertising 41,820.52
contract labor 65,918.50
entertainment 14,100.00
misc expense 2,530.10
permits 3,661.99
sponsorship 1,400.87
storage expense 3,350.00
survey expense 2,000.00
traffic control 6,520.75
Total Expense 141,302.73
Net Ordinary Income 7,934.64