Loading...
HomeMy WebLinkAbout8. 2014 Big Beers RecapEvent Recap: Big Beers Festival COMMISSION ON SPECIAL EVENTS March 5, 2014 Big Beers Festival: January 9 - 11 Laura Lodge, Event Coordinator Mobile: 970.977.0100 bigbeersfestival@hotmail.com 2 Town of Vail | CSE | 3/5/2014 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 3/5/2014 Standard of excellence met by: •Big Beers, Belgians & Barleywines Festival brand recognition as the ski and snowboard destination for the elite among the craft beer industry - and their fans - annually. •Big Beers Festival net promoter score for 2014 was 79, with 81% of respondents Extremely Likely (9 or 10 out of 10) to recommend the event to friends or family members. •The variety and high quality of events scheduled throughout the weekend provide education for the individual’s palate and exposure to culinary arts, not limited to brewing alone. •The schedule of events is not limited to a single venue and provides ample opportunity to explore & patronize Vail Village/Lionshead and enjoy Vail Mountain. •The Big Beers Festival features international products, touts international industry history & culture, and frequently hosts international guests. Event Strengths & Weaknesses 4 Town of Vail | CSE | 3/5/2014 •Exceeded expectations: •Increased attendance to 1500 for Commercial Tasting with zero security issues. •Successfully added a third Brewmasters’ Dinner to the weekend event schedule at Manor Vail Resort. •Successfully expanded to new space for the Commercial Tasting and Cascade Lounge to improve guest experience. •Big Beers Festival met or exceeded expectations 94% of the time. •93% of attendees intend to return. •Measures that could be taken for event improvement: •Additional parking options •Additional bathrooms for Commercial Tasting on Saturday. •Additional transportation options or busses on Saturday evening to Vail/W. Vail Event Budget 5 Town of Vail | CSE | 3/5/2014 •Total event budget: $100,000.00 •CSE funds: $10,000.00 •Profit and loss: $163.41 if all projections are accurate •Funding utilization: Expansion & Marketing Expenses, including refrigerated truck rental, purchase of additional bus tubs, additional insurance expense, some staff support and required survey. •In-kind sponsorship: 9 Lodge Rooms, 2 – 1BR Condos, 2 – 2BR Condos (all comp lodging used for media), All About Beer Magazine ad, Vail Daily ads (lots), TV8 interviews, Radio ads, discounted room rates at 6 locations in Vail, homebrew prizes, photography at event, all graphic design, Avon Bakery bread for attendees at Commercial Tasting and judges at Homebrew Judging, & A-V easels •Cash sponsorship: $17,100.00 * Event producer to attach detailed budget for recap Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 3/5/2014 * Based on survey results. •Estimated attendance: 1500 •If non-ticketed, method you used to estimate attendees: A combination of the number of glasses used and the number of food coupons distributed is used to arrive at a total number of full-price ticketed attendees, brewery attendees, media, sponsors, and volunteers. •% of people in Vail specifically for event: 99% •% of people attended previous years: 65% according to survey results, although the 634 attendees receiving the survey represented only 1 email address per brewery, 1 per volunteer group, and no media. The number is probably closer to 85%. Estimated Results* Demographic Profile 7 Town of Vail | CSE | 3/5/2014 •Attendees came from (local, regional, out of state, international): •Out of State = 13% of respondents •Local = 11% •In State, not local = 73% •Average age and income bracket of attendees: •41 years of age •48% of respondents = income category of $100k and above •16% of respondents = income category of $75 - $100k * Based on survey results. Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 3/5/2014 •Lodging: •% attendees stayed in Town of Vail: 86% •Average amount spent on lodging/day: $336 •Estimated room nights booked due to event association: 416 based upon survey results, although there were 404 hotel room nights at the Vail Cascade plus at least 10 condominium room nights, 117+ room nights at the Holiday Inn, 11 room nights at Lion Square Lodge, 49 two bedroom condo room nights at Simba Run, and 52 room nights at the Lionshead Inn. Total tracked room/condo nights in Vail = 643 •Lodging call to action: All sponsoring locations were detailed on the Big Beers website with complete booking information. All locations used a special lodging code for the event, for which reports could be run showing room nights booked. •Dining: $87,586 •Shopping: $34,286 •Other Activities: $33,364 * Based on survey results. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 3/5/2014 •Additional Town of Vail spending event generated: $327,000.00* •Ratio of increased revenue to amount of funding received: 32.7:1 •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** •Lodging per survey - $139,733 * .054 = $7,545.58 •Dining/Retail/Other per survey - $155,236 * .04 = $6,209.44 •Master bill for event •Lodging = $558.53 •Food/Other = $2,993.09 * Based on survey results. ** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/subpage.asp?dept_id=48 Visitor Intent to Return* 10 Town of Vail | CSE | 3/5/2014 Satisfaction ratings: •Intent to Return – 93% rated “Very” or “Extremely Likely” •Overall Satisfaction – 4.6 •Combined average using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied •Over 4.5 = Delighted •The Big Beers Festival met or exceeded expectations 94% of the time * Based on survey results. Topline Marketing Efforts 11 Town of Vail | CSE | 3/5/2014 •Big Beers website •Internet articles/blogs/media exposure •Social media activity •Facebook/Twitter •Printed articles/ads/media exposure •All About Beer Magazine •Vail Daily •Zymurgy •Television exposure •Radio exposure •Posters locally & at breweries •Event calendars: Colorado, Town of Vail, Breweries, Brewers Assn, American Homebrewers Assn, Magazines (DRAFT, All About Beer, Zymurgy, The New Brewer, Encompass, etc.) Community Contribution 12 Town of Vail | CSE | 3/5/2014 •Impact on Vail’s sense of community: •Big Beers banners brought heightened awareness of the event all week for the first time. There were many comments from locals. •Big Beers participants set up promotions throughout Vail, Lionshead, & West Vail at Mountain Standard, Garfinkel’s, Vail Ale House, & Bol to name a few. Vail Ale House said they set business records during Big Beers weekend. •Big Beers tickets were on sale at Alpine Wine & Spirits and West Vail Liquormart. •Big Beers posters and information were available at the Town of Vail Information Booths, lodging sponsors: Lionshead Inn, Simba Run, Lion Square Lodge, Montaneros, & Holiday Inn, and at Alpine W&S and West Vail Liquormart in addition to the Vail Cascade. •Town of Vail transportation and the Vail Cascade shuttle were used extensively. •Vail Valley Charitable Fund as the beneficiary raises awareness as well, especially community-wide. Sustainability Efforts Green Measures 13 Town of Vail | CSE | 3/5/2014 •The Vail Cascade’s Destination Earth program provides the ability for the Big Beers Festival to sort and recycle all glass, plastics, cans, cardboard, and paper throughout event weekend. •Big Beers Festival has purchased glassware to be used for seminars, dinners, and other events rather than plastic wherever possible. •When presenters, notably the Brewers Association, bring their own plastic glasses, they are extremely conscious about being recyclable (I think they are compostable.) •The brewing industry as a whole has very high standards set for its members and educates proactively about being 100% sustainable. Cans are replacing glass at an increasing rate, and environmental responsibility is one fundamental reason. Additional Information 14 Town of Vail | CSE | 3/5/2014 •Provide detailed budget in attachment please •Provide ROI explanation in attachment please Additional documents attached to presentation: 12:15 PM 02/27/14 Accrual Basis Big Beers Festival Profit & Loss Detail May 1, 2013 through February 27, 2014 CSE Funding Type Date Num Name Memo Amount Allocation Notes Income Event Income Brewmasters' Dinners Deposit 01/07/2014 Deposit 324.00 Check 01/15/2014 1139 Sean Greer Refund Tickets - Resold -216.00 Deposit 01/15/2014 Etix Deposit 864.00 Deposit 01/15/2014 Etix Deposit 1,296.00 Deposit 01/15/2014 Etix Deposit 4,320.00 Deposit 01/15/2014 Etix Deposit 4,320.00 Deposit 01/15/2014 Etix Deposit 2,160.00 Deposit 01/17/2014 Deposit 324.00 Check 01/30/2014 1122 Donna Geithman Geithman Village Brewmasters' Dinner Seats 216.00 Outstanding Dinner Seats 324.00 Total Brewmasters' Dinners 13,932.00 Commercial Tasting Tickets Check 12/14/2013 1125 Megan Bleess Refunded tickets for volunteers -120.00 Check 12/28/2013 1128 Adam Schwindt Refund ticket to volunteer -60.00 Deposit 01/15/2014 Etix Deposit 43,210.85 Deposit 01/17/2014 Deposit 125.00 Brewery Passes 1,125.00 Total Commercial Tasting Tickets 44,280.85 Homebrew Competition Check 01/15/2014 1272 John Walker Refund entry - beer not recvd -5.00 Check 01/15/2014 1273 Darrell Maudlin Refund entry - beer not received -5.00 Deposit 01/17/2014 Deposit 85.00 Deposit 01/17/2014 Deposit 485.00 Total Homebrew Competition 560.00 Reserved Seminar Seats Deposit 01/15/2014 Etix Deposit 2,110.00 Total Reserved Seminar Seats 2,110.00 Event Income - Other Deposit 09/20/2013 2014 Tickets/Passes Sold 1,437.08 Deposit 10/01/2013 Deposit 350.00 Deposit 10/10/2013 Etix Deposit 5,000.00 Deposit 10/15/2013 Deposit 1,055.00 Deposit 11/19/2013 Deposit 125.00 Deposit 11/27/2013 PayPal 1,100.00 Deposit 12/10/2013 PayPal 1,000.00 Deposit 12/20/2013 Deposit 150.00 Deposit 01/07/2014 Deposit 233.00 Deposit 01/15/2014 PayPal 6,150.00 Deposit 01/15/2014 Etix AAB Magazine Subscriptions 12.00 Page 1 of 7 12:15 PM 02/27/14 Accrual Basis Big Beers Festival Profit & Loss Detail May 1, 2013 through February 27, 2014 Type Date Num Name Memo Amount Allocation Notes Deposit 01/17/2014 Deposit 4,901.41 Check 01/21/2014 1147 Big Beers Sales Tax Account Cash Retail Sales -869.00 Deposit 01/22/2014 PayPal 1,500.00 Total Event Income - Other 22,144.49 Total Event Income 83,027.34 Retail Sales Deposit 01/07/2014 Square, Inc Test transaction 0.49 Check 01/07/2014 Square, Inc Test Transaction -0.49 Deposit 01/13/2014 Square, Inc Event Sales by CC 1,223.59 Deposit 01/21/2014 Cash Retail Sales at Event 869.00 Total Retail Sales 2,092.59 Sponsorship Deposit 07/23/2013 Birko Birko Silver Sponsorship 350.00 Deposit 09/16/2013 2014 Briess Sposorship 500.00 Deposit 08/12/2013 Freshcraft 8/12 deposit - 2014 Silver Sponsorship 350.00 Deposit 08/28/2013 Hop Union 8/28 deposit - Signature Sponsor 2014 - Welcome Reception1,750.00 Deposit 10/15/2013 Five Star Chem Co.200.00 Deposit 11/26/2013 CraftBeer.com 1,000.00 Deposit 12/20/2013 ANB Bank 250.00 Deposit 12/20/2013 White Labs 250.00 Deposit 01/07/2014 Cheeky Monk 500.00 General Journal 01/31/2014 Slifer VVCF Donation from Slifer, Smith & Frampton 1,250.00 Deposit 02/07/2014 Town of Vail Part I & Part II of III 6,666.66 All About Beer Magazine 2014 Sponsorship 700.00 Town of Vail Part III 3,333.34 Total Sponsorship 17,100.00 Total Income 102,219.93 Cost of Goods Sold Retail Reimb to Breweries Check 01/20/2014 161 Bootstrap Brewing Co.30.00 Check 01/20/2014 162 Crazy Mountain Brewing Co.450.00 Check 01/20/2014 163 Crystal Springs Brewing Co.50.00 Check 01/20/2014 164 FATE Brewing Co.60.00 Check 01/20/2014 165 Gravity Brewing Co.165.00 Check 01/20/2014 166 Ska Brewing Co.205.00 Check 01/20/2014 167 Verboten Brewing Co.25.00 Check 01/20/2014 168 John Holl 240.00 Total Retail Reimb to Breweries 1,225.00 Total COGS 1,225.00 Gross Profit 100,994.93 Page 2 of 7 12:15 PM 02/27/14 Accrual Basis Big Beers Festival Profit & Loss Detail May 1, 2013 through February 27, 2014 Type Date Num Name Memo Amount Allocation Notes Expense Bank Fees Check 06/03/2013 1097 Laura Lodge Pay Pal Fees 30.00 Check 06/03/2013 1098 Laura Lodge Pay Pal Fee 30.00 Check 08/05/2013 1106 Laura Lodge Pay Pal Fee 30.00 Check 09/17/2013 1112 Laura Lodge Pay Pal Expense 30.00 Check 10/06/2013 1113 Laura Lodge PayPal Fee 30.00 Check 11/15/2013 1119 Laura Lodge PayPal Fee 30.00 Check 12/20/2013 1126 Laura Lodge PayPal Fee 30.00 Check 01/23/2014 ANB Bank Returned chk - Homebrew Entries 15.00 Check 01/23/2014 ANB Bank Returned Item Chg 7.00 Check 02/07/2014 1277 Laura Lodge PayPal Fee - Jan 30.00 Check 02/07/2014 1278 Laura Lodge PayPal Fee 30.00 Total Bank Fees 292.00 Donation General Journal 01/31/2014 Slifer VVCF Donation from Slifer, Smith & Frampton 1,250.00 Total Donation 1,250.00 Dues & Subscriptions Check 10/06/2013 1114 American Homebrewers AssociationAHA Membership 33.00 Check 02/17/2014 1281 All about Beer Magazine 19.99 Total Dues & Subscriptions 52.99 Event Expenses Brewmasters Dinners Expenses Check 10/29/2013 1116 Manor Vail Lodge Deposit for Village Brewmasters' Dinner 500.00 Check 12/20/2013 1126 Laura Lodge Avery Tasting - Bread 6.83 Check 12/20/2013 1126 Laura Lodge Avery Tasting - gas 27.86 Check 01/30/2014 1271 Manor Vail Lodge Village Brewmasters Dinner 6,689.36 Check 02/07/2014 1277 Laura Lodge Manor Vail Tasting - Bread 5.58 Check 02/07/2014 1274 Vail Cascade Resort & Spa Calibration Dinner 9,756.00 Check 02/07/2014 1274 Vail Cascade Resort & Spa Traditional Brewmasters' Dinner 9,804.78 Check 02/07/2014 1274 Vail Cascade Resort & Spa A-V for Brewmasters Dinners 1,133.60 Manor Vail Lodge Refund $500 deposit -500.00 Vail Cascade Resort & Spa Refund Media Seats -1,080.00 Total Brewmasters Dinners Expenses 26,344.01 Event Misc Expense Check 01/14/2014 1136 Ann Zofchak Duct Tape/Drop Cloths 28.47 Check 01/15/2014 1141 Taste of Vail 2013/2014 Gold Poles for Commercial Tasting 300.00 Check 02/07/2014 1278 Laura Lodge Tools, Zip Ties, Drop Cloths - Home Depot 196.44 Check 02/07/2014 1278 Laura Lodge Menu Paper/Placemat Paper/Printer Ink 191.82 Check 02/07/2014 1278 Laura Lodge Yarn for Menus 49.74 Check 02/07/2014 1278 Laura Lodge Lift Tickets Avery/Calagione 206.00 Check 12/28/2013 1129 Postmaster Postage to mail sponsor tickets 25.65 Page 3 of 7 12:15 PM 02/27/14 Accrual Basis Big Beers Festival Profit & Loss Detail May 1, 2013 through February 27, 2014 Type Date Num Name Memo Amount Allocation Notes Check 02/07/2014 1278 Laura Lodge Paper for Nametags 42.07 Check 02/07/2014 1277 Laura Lodge Posterboard for signage 195.28 Check 02/07/2014 1278 Laura Lodge Office Supplies 15.52 Check 02/07/2014 1278 Laura Lodge City Market - Event Bread Supplement 93.08 Postmaster Postage for Thank you Brewers Packets 125.00 Postmaster Postage for Thank you Sponsors Packets 30.00 Total Event Misc Ecpense 1,499.07 Food Coupons Check 02/07/2014 1274 Vail Cascade Resort & Spa Food Coupons/Commercial Tasting 6,999.93 Total Food Coupons 6,999.93 Glasses Check 02/07/2014 1277 Laura Lodge Specialty Glassware 272.16 Check 02/07/2014 1277 Laura Lodge Event Glassware 2,752.88 Total Glasses 3,025.04 Homebrew Competition Check 06/03/2013 1098 Laura Lodge Office Depot - Homebrew Prize Box Supplies 173.38 Check 08/05/2013 1106 Laura Lodge Register 2014 BJCP Comp 30.00 Check 08/12/2013 1095 Alpine Wine & Spirits Shipping Homebrew Prizes 518.00 Check 10/06/2013 1113 Laura Lodge Dinner for 2013 Homebrew Organizers 214.96 Check 11/01/2013 1117 Hermann Werks Medals 135.50 Check 11/15/2013 1119 Laura Lodge Tap Handle Labels for BOS 23.24 Check 12/12/2013 1123 Geoff Humphrey Homebrew Labels 45.91 Check 12/14/2013 1124 Black Sky Brewing Co.Lunch for Homebrew Assembly Team 250.00 Check 01/14/2014 1137 Nobel Sysco Plastic Glasses for Homebrew.Seminars 310.25 Check 01/27/2014 1150 Hermann Werks BOS Medals 11.60 Check 01/30/2014 1122 Donna Geithman Supplies for competition 381.95 Check 02/07/2014 1278 Laura Lodge Postage for Homebrew Results 51.31 Wal-Mart Boxes for Homebrew Comp Prizes 50.00 FedEx Shipping Homebrew Prizes 250.00 Total Homebrew Competition 2,446.10 Lodging - Featured Brewers Check 05/31/2013 1096 Vail Cascade Resort & Spa 2014 Event Deposit - apply to lodging expense 2,000.00 Check 11/21/2013 1121 Vail Cascade Resort & Spa 2014 Event Deposit - apply to lodging expense 3,000.00 Check 02/07/2014 1274 Vail Cascade Resort & Spa Featured Brewers/Staff 6,090.39 Check 02/07/2014 1278 Laura Lodge Rubesne - Simba Run 500.00 Total Lodging - Featured Brewers 11,590.39 Programs Check 01/10/2014 1134 Copy Copy Programs 1,821.12 Total Programs 1,821.12 Security Check 01/20/2014 1148 Lone Star Security 3,117.50 Page 4 of 7 12:15 PM 02/27/14 Accrual Basis Big Beers Festival Profit & Loss Detail May 1, 2013 through February 27, 2014 Type Date Num Name Memo Amount Allocation Notes Total Security 3,117.50 Seminar - Presenter Expense Check 09/05/2013 1088 Craft Beer Institute Cicerone Workshop 1,250.00 Check 01/19/2014 1146 Palma Cigars Cigar Roller for Seminar 325.00 Check 02/17/2014 1282 Craft Beer Institute Cicerone Workshop 1,250.00 Total Seminar - Presenter Expense 2,825.00 Survey Check 01/15/2014 1138 Intercept Insight Deposit 50%1,000.00 Check 02/17/2014 1283 Intercept Insight Final 50%1,000.00 Total Survey 2,000.00 2,000.00$ Required T-shirts Check 01/07/2014 1132 JB T's Volunteer t-shirts & retail stuff 3,283.50 Total T-shirts 3,283.50 Tickets - Paper Check 02/07/2014 1277 Laura Lodge Copy Copy - Paper Tickets 153.72 Total Tickets - Paper 153.72 Truck - Refrigerated Check 02/17/2014 1279 Bill Lodge Diesel Fuel 80.00 Check 02/17/2014 1280 Western Importers Truck Rental 820.00 Total Truck - Refrigerated 900.00 900.00$ New Venue Welcome Reception Check 02/07/2014 1274 Vail Cascade Resort & Spa Welcome Reception Food 2,399.98 Total Welcome Reception 2,399.98 Event Expenses - Other Check 12/30/2013 1130 Copy Copy Printing 123.48 Total Event Expenses - Other 123.48 Total Event Expenses 68,528.84 Insurance Event Insurance Check 02/07/2014 1278 Laura Lodge KK Insurance - Event 590.00 Check 02/07/2014 1278 Laura Lodge KK Insurance - Increase due to attendance increase 313.00 313.00$ New Venue Total Event Insurance 903.00 Work Comp Check 11/01/2013 1118 Pinnacol Assurance Policy Renewal 334.00 Total Work Comp 334.00 Total Insurance 1,237.00 Page 5 of 7 12:15 PM 02/27/14 Accrual Basis Big Beers Festival Profit & Loss Detail May 1, 2013 through February 27, 2014 Type Date Num Name Memo Amount Allocation Notes Marketing/Sales Public Relations/Communications Check 01/06/2014 1131 TV8 TV8 Interviews 50.00 Total Public Relations/Communications 50.00 Web Expenses Fluid Elements Web Design 2014 Event Website Maint.1,500.00 Total Web Expenses 1,500.00 Marketing/Sales - Other Check 11/15/2013 1120 Town of Vail Hanging Banner in Village & Lionshead 100.00 100.00$ Check 01/27/2014 1149 Great Big Color Banners to hang in Lionshead/Village 559.16 559.16$ Social Media Lessons/Assist 2,000.00 1,000.00$ Marketing Time/Materials/Ads 6,500.00 860.16$ Total Marketing/Sales - Other 9,159.16 Total Marketing/Sales 10,709.16 Meals & Entertainment Check 11/15/2013 1119 Laura Lodge GABF 143.54 Check 02/07/2014 1278 Laura Lodge Intercept Insight Meeting 5.63 5.63$ Check 02/07/2014 1278 Laura Lodge Yellow Belly - Event Clean Up 21.66 Check 02/07/2014 1274 Vail Cascade Resort & Spa LLL Dinner Thurs/Teardown Staff Meal 75.85 CBC Meals 150.00 SAVOR Meals 100.00 Total Meals & Entertainment 496.68 Misc Expense Check 01/13/2014 1135 Laura Lodge Refund seed $ for cash boxes 900.00 Check 01/15/2014 1140 Brian O'Connell Parking Ticket - Refunded 38.00 Check 02/07/2014 1274 Vail Cascade Resort & Spa BA Board Meeting A-V 260.00 Total Misc Expense 1,198.00 Office Supplies Check 06/03/2013 1098 Laura Lodge Office Depot - Toner for Printer 86.65 Check 06/03/2013 1098 Laura Lodge Office Depot - 1/2 New Printer/Fax/Copier 177.43 Check 10/06/2013 1113 Laura Lodge Office Depot - Toner/Mailing Labels 78.37 Check 11/15/2013 1119 Laura Lodge Office Depot 44.87 Total Office Supplies 387.32 Rent - Office Check 02/07/2014 1275 Lodge Holdings Jan/Feb 1,150.00 1,150.00$ Staff Support March - Sept Rent 4,025.00 Jan - Sept Utilities 1,800.00 Total Rent - Office 6,975.00 Page 6 of 7 12:15 PM 02/27/14 Accrual Basis Big Beers Festival Profit & Loss Detail May 1, 2013 through February 27, 2014 Type Date Num Name Memo Amount Allocation Notes Taxes Check 12/20/2013 1126 Laura Lodge Sales Tax License 68.25 Check 12/23/2013 1127 Town of Vail Transient Sales Tax License Fee 75.00 Check 02/19/2014 1284 Town of Vail Retail Sales Tax 77.22 Total Taxes 220.47 Travel Check 11/15/2013 1119 Laura Lodge Gas/Valet for GABF 145.30 Check 02/07/2014 1276 Laura Lodge Gas - Denver/Gypsum - CC 151.77 Check 02/07/2014 1277 Laura Lodge Craft Brewers Conference Reg 648.95 Check 02/07/2014 1278 Laura Lodge Trips to Gypsum/Denver 35.02 Check 02/07/2014 1278 Laura Lodge Gas 41.58 SAVOR Air 500.00 SAVOR Gas 50.00 Total Travel 1,572.62 Venue Cost Room Rental Check 02/07/2014 1274 Vail Cascade Resort & Spa Comm Tasting Rendering Fee 2,000.00 Check 02/07/2014 1274 Vail Cascade Resort & Spa Comm Tasting Service Chg 2,500.00 2,500.00$ New Venue Check 02/07/2014 1274 Vail Cascade Resort & Spa A-V for Comm Tasting 1,316.14 Total Room Rental 5,816.14 Seminar Cost Check 02/07/2014 1274 Vail Cascade Resort & Spa Seminar Set up 500.00 Check 02/07/2014 1274 Vail Cascade Resort & Spa Seminar Set up 300.00 Check 02/07/2014 1274 Vail Cascade Resort & Spa A-V for Seminars 695.30 Check 02/07/2014 1274 Vail Cascade Resort & Spa Seminar Glassware Labor 600.00 Total Seminar Cost 2,095.30 Total Venue Cost 7,911.44 612.05$ Addtl Bus Tubs Total Expense 100,831.52 10,000.00$ Total Allocated Net Income 163.41 Projected Items Page 7 of 7 Town of Vail/Big Beers, Belgians & Barleywines Estimated Return on Investment Tracked Spending/Revenue • Additional Town of Vail spending event generated: $327,000.00* according to survey results/ • Ratio of increased revenue to amount of funding received: 32.7:1 • Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** • Lodging per survey - $139,733 * .054 = $7,545.58 • Dining/Retail/Other per survey - $155,236 * .04 = $6,209.44 • Master bill for event • Lodging = $558.53 • Food/Other = $2,993.09 • The tracked number of room nights was 643, so a closer estimate of lodging spend using the survey average of $336 would be $216,048, generating $11,666.59 in sales & lodging tax. The lodging tax alone exceeded the Town of Vail CSE funding of the Big Beers Festival. Marketing • Big Beers website • Internet articles/blogs/media exposure • Social media activity • Facebook/Twitter • Printed articles/ads/media exposure • All About Beer Magazine • Vail Daily • Zymurgy • Television exposure • Radio exposure • Posters locally & at breweries • Event calendars: Colorado, Town of Vail, Breweries, Brewers Assn, American Homebrewers Assn, Magazines (DRAFT, All About Beer, Zymurgy, The New Brewer, Encompass, etc.) Specific post-event articles to date: The Daily Record, John Holl, “The Big Beers, Belgians & Barleywines Festival Did Not Disappoint” http://www.dailyrecord.com/article/20140205/NJFOOD/302050005/Big-Beers-Belgians-and- Barleywines-Festival-did-not- disappoint?odyssey=mod|newswell|text|FRONTPAGE|s&nclick_check=1 Beer Run Blog, Ed Sealover, “The Sweet Song of Saisons” http://beerrunblog.blogspot.com/2014/01/the-sweet-song-of-saisons-interviewing.html Summit Daily, Krista Driscoll, “The Breakfast of Champions” http://www.summitdaily.com/entertainment/9665320-113/brewing-beer-beers-seminar Vail Daily, Krista Driscoll, “Vail Seminar Showcases Malt, the unsung hero of beer flavor” http://www.vaildaily.com/news/9708700-113/malt-beer-barley-flavor Colorado Beer Girl Blog, Leah Arthur, “Big Beers, Belgians & Barleywines 2014” http://coloradobeergirl.com/2014/01/14/big-beers-belgians-barleywines-festival-2014/ Summit Daily, Krista Driscoll, “Tasting Highlights from Vail’s Big Beers, Belgians & Barleywines Festival” http://www.summitdaily.com/exploresummit/9764399-113/beer-beers-tasting-backyard Summit Daily, Jessica Smith, “Inside the Cooking With Beer Seminar at Vail’s Big Beers, Belgians & Barleywines Festival” http://www.summitdaily.com/exploresummit/9877396-113/beer-johnson-add-heat The Napa of Beer, Lauren Hoff, Big Beers Festival, Part I (see photo link also) http://napaofbeer.com/2014/01/22/the-2014-big-beers-festival-part-1/ Denver Off the Wagon, many collaborators, “Is the Big Beers Festival the Best in All the Land?” http://www.denveroffthewagon.com/2014/01/15/vail-big-beers-best-festival-land/ Your Home with Karie Engels, Ginger Johnson, “All Hail the Beer-Soaked Lady Fingers” http://yourhomewithkarieengels.com/2014/01/17/all-hail-the-beer-soaked-ladyfingers-by- ginger-johnson/ PorchDrinking.com, Tristan Chan, “2014 Big Beers, Belgians & Barleywines Recap” http://www.porchdrinking.com/2014-vail-big-beers-belgians-barleywines-recap/ Lilly Sue’s Bites & Brews, Lillian Chatham, “Big Beers, Belgians & Barleywines” http://lillysuesbitesandbrews.com/2014/01/16/big-beers-belgians-and-barleywines/ Colorado Craft Beer Show, John Turk http://coloradocraftbeershow.com/?p=1347 (podcast) Brewtally Insane, Mark Robinson, “Beer World’s Best Come to Vail” http://brewtallyinsane.com/2014/01/17/beer-worlds-best-come-to-vail/ Examiner.com, Kimberly Lord Stewart, “Best Beards of the 2014 Big Beers, Belgians & Barleywines Festival” http://www.examiner.com/list/best-beards-of-big-beers-belgians-and-barleywines-vail-2014. Beer Run Blog, Ed Sealover, “Five Things I Learned from Vail Big Beers 2014” http://beerrunblog.blogspot.com/2014/01/five-i-learned-from-vail-big-beers-2014.html Examiner.com, Kimberly Lord Stewart, “Belgian Beers, A Food Lover’s Best Brew” http://www.examiner.com/article/belgian-beers-a-food-lover-s-best-brew Other Events Created in Vail by Big Beers Festival Participants • Big Beers participants set up promotions throughout Vail, Lionshead, & West Vail at Mountain Standard, Garfinkel’s, Vail Ale House, & Bol to name a few. Vail Ale House said they set business records during Big Beers weekend. Bottom Line • 99% of attendees were in town specifically for the Big Beers Festival, and more than 50% hit the target demographic for Vail. 83% are destination travelers for similar events, which reinforces their willingness to travel. The industry is financially sound, athletic, sustainability minded, on the cutting edge for food & beverage media, and the elite of the elite in the industry attend the Big Beers Festival annually. Attendees return annually (93% per survey), building the reputation among the industry as an annual destination. • This event targets a demographic combination not readily accessible to the resort market. Big Beers is expanding its reach very effectively. • Big Beers is set up to expand in attendance and brewery participation, both, for its existing weekend. • Additional expansion of event schedule is being discussed, which would increase the length of stay for participating brewers/attendees.