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Home My WebLink About5. Top Shelf Harvest -2014-CSE-update-080614v2Overview - concept • Tagline: Let Colorado-Made Spirits Move You • Event Dates: Sat. Sept 27 2-7pm • Location: Lionshead Village; Vail, Colorado • Capacity: Maximum 1000. Tents 35 Concept: A boutique-style event pairing delights of 15 Colorado-based distilleries with Vail restaurants. Offering high-end demos, a mixologist contest, live music, exquisite tastings. Eagle Valley Events has garnered tremendous support for Top Shelf Harvest concept and brand development Venue - Cross promotion • CSE funded $20K to support Lionshead per LHMA request • Current challenges with Arrabelle venue and LHMA regarding liquor permit, non-profit status, event profit allocation and future ‘ownership’. • As of August 4th LHMA says they would like event – working to resolve location and terms • VLMD Harvest Dinner: Aug. 14 at Denver Four Seasons - a media dinner to support Vail. Top Shelf Harvest has provided 4 distilleries to pair with 4 Vail restaurants. Arranged by Malen Yantis PR. mission, vision, values Mission: To combine great beers and spirits with local inspired food using partner expertise to provide layers of flavor. All of our guests will enjoy interesting food while gaining an emotional connection with the space, experience and people. The owners and investors receive fair profit as well as providing a rewarding place to work for our employees. Vision: Top Shelf Harvest is focused on the shared enjoyment of creative cocktails and culinary tastes in an inviting atmosphere and personal connection for the community. We’re passionate about exploring different ways to approach a diverse palate. Guests can depend on a valued experience full of interaction, good conversation and a unique feel in the event arena. Values: community, affection, harmony, camaraderie, cleverness objectives Business Objectives: • Create a quality event to wrap up Fall season • Contribute to helping drive additional fall bookings • Build the thriving Colorado craft spirits industry • Non-profit beneficiary: Eagle Valley High School - Youth Scholarship Program – student seeking culinary arts Marketing Objectives: • Increase traffic to Lionshead merchants and restaurants • Increase enthusiasm for Vail cuisine by supporting Vail/ Beaver Creek Restaurant Week (non-affiliated) • Become 1 of the top 5 brands in our industry named among consumers Target market profiles Attendees: 2,500: 20% local, 60% in-state, 20% out of state Target Market / Archetypes: • Front range DINK: Caucasian, male, female, couple, no kids, ages 30-40, professional managerial level, salary 100K+. Very busy during the week, want to make the most of the weekends. Trendsetters. Value experience. • Front range family: Caucasian, male professional executive, wife is homemaker, couple with kids, ages 35-50, professional executive level, salary 200K+. Seeking weekend away. Hire a babysitter and take a night out. • Boys weekend: Caucasian, male, ages 25-35, professionals, hipsters, salary 50K. Searching for fun destination with thinks to do. Found V/BC restaurant week deals. • Local elite: Caucasian, male, female, ages 50+, may be retired. The ‘seen and be seen’ crowd. Attend fundraisers. • Local networker: Caucasian, female, ages 30-45, professionals, 60K+. Always looking for a place to network and the potential suitor. Brand development - archetypes Archetype - Creator: Motto: If you can imagine it, it can be done. Driving desire: to create things of enduring value Goal: to realize a vision Archetype - The Lover: Motto: You’re the only one. Driving desire: intimacy and experience Goal: being in a relationship with the people, work and surroundings they love Setting the scene Culture: We want to create a warm, intimate gathering for locals and guests with surprises in distillery cocktail s and cuisine in the venue. We think of all the little things that ‘wow’ people and execute them to create a cohesive picture. We exceed in flair and innovation to create a sense of community. Décor: Clear top-shelf set bar with backlighting to showcase liquors; wooden distressed family style tables, high-tops, strung vintage lights. Long raw cocktail height harvest table down center corridor event layout • Booth pairings: Paired restaurant with distillery. Taste and sip designed to compliment each other • Long snaking booth corridor • Long raw cocktail height harvest table down center corridor. • Common bar: Old school cocktails (manhattan) and other end Mixology (modern) • Photo booth ‘red carpet’ sponsor backdrop photo area event schedule - layout Saturday, July 27 2-7pm • 4pm VIP demo • 5pm VIP demo • 5:00pm: Mixologist contest • 6:00pm: People’s Choice announced Layout: • Booth pairings: Complimentary pairing restaurant with distillery • Long snaking booth corridor • Long raw cocktail height harvest table down center corridor. • Common bar: Old school cocktails (manhattan) and modern mixology (moscow mule) • Photo booth ‘red carpet’ sponsor backdrop photo area event ticketing • General: $25 = 6 tickets + gift bag + card deck + commemorative glass • VIP: $75 = 10 tickets + vip credential + gift bag + card deck + metal/glass commemorative glass • Individual tastes: $3 each, no card card, nor gift bags All ticket levels include a 10% off coupon for one bottle purchase at select Vail merchants. Event activation • Bartender Mixology Contest: 4 local bartenders & judges • Distillery Tasting: People’s Choice Award • Cuisine Tasting: People’s Choice Award • Red carpet photo booth • Ice Sculpture/Luge (Benefits Non-Profit) • VIP Hospitality Tent (Tentative based on sponsorship) – Chance to interact with mixologists – Photo opportunities and demonstrations • Saturday: Mixology 101 (“The Ultimate Martini”) • Sunday: Chef Showcase (“Steak Tartare for 2”) Marketing channels - deliverables • Web site www.topshelfharvestvail.com • Social media: www.facebook.com/topshelfharvestvail • Print: – Poster, postcards – distribution 9/12/14 – Newspaper: Vail Daily and Vail Weekly – starting 9/12/14 – Event program & map • Radio: Starting 9/5/14 – 6x/day for 3 weeks – KZYR, NPR • TV: TV8 starting 3 weeks prior including 4 GMV interviews, 1 mixologist demo, event onsite interview Creative concepts Top Shelf Harvest: Style Guide Font Families: Logo: harvest Pacifico regular Logo: top shelf = Myriad pro regular Logo: Vail = Pacifico regular Headlines: Sept 27 - 28 = Motorway Body: MUST BE 21 OR OVER = Avenir next condensed family Body: Vail Village = Avenir family Pull art elements from DRAFT poster here. To pull, open document in Ilustrator. DRAFT 07/31/14 Event Name: Top Shelf Harvest Tagline: Let Colorado-made Spirits Move You Color palette: Primary = tomato red PMS warm red c CMYK 0/87.59/80.10/0 RGB 255/67/56 WEB FF4338 Primary = mustard PMS 1255C CMYK 29.49/44.35/100/7.53 RGB 255/221/0 WEB B0851E Accent = sunflower yellow PMS Yellow C CMYK 1.69/9.27/99.65/0 RGB 255/221/0 WEB FFDD00 Accent = pewter PMS 4665C CMYK 19.07/33.86/48.18/0 RGB 207/168/135 WEB CFA887 Accent = black PMS Black C CMYK 0/0/0/100K RGB 46/42/37 WEB 2E2A25 Guidelines: All logo usage must be approved by Eagle Valley Events prior to press/ production/ going live. Submit for approval to info@callosumcreative.com Style Guide Facebook Header Poster TopShelfHarvestVail.com Launches week of August 4th Marketing budget Prepared'by'Laurie'Asmussen'8/4/14 Page'1 Revenues Cost Percentage TOV Sponsorship 20,000 89% Vendor booth fees 2000 9% Merchandise sales 500 2% Subtotal 22,500 100% Expenses Marketing Professional Services (branding, marketing, pr, activation, development)4000 16% Web Site 2000 8% Photographer 500 2% Videographer 500 2% Advertising / Promotions 9000 Printing Posters 500 2% Postcards 375 2% Menu Cards 850 On Site signage Overhead banner 600 2% Roundabout banners (not reserved)0 0% Newspaper ads Vail Daily 4000 16% Vail Weekly 500 2% Radio ads KZYR 750 3% NPR 1000 4% Subtotal 24575 100% Marketing Profit/loss -2,075 Vendor info Distillery Vendors: • Booth fee $100 • Provided: 10x10 tent, 1 8’ table, tablecloth, power and set up • Vendor provides spirits (reimbursed). • Vendor creates 1 Signature cocktail. Display all bottles. Swag. (We carry all spirits at main bar) • EVE provides mixers • Volume: 500 3oz tastes Restaurant Vendors: • Booth fee $0 for 1st year participation free • Provided: 10x10 tent, 1 8’ table, tablecloth, power and set up • Vendor provides food and swag. EVE pays 20% back of proceeds per token • Volume: 500 tastes event team • Eagle Valley Events – Event Producer (laurie@vailartsfestival.com 970-376-3756) – Laurie Asmussen, owner – Festival staff (20) • Callosum – Brand development, creative, marketing, sponsorship, activation, public relations (clareh@callosumcreative.com 970-455-4586) – Clare Hefferren: Brand, direction, strategy, account mgmt – Heidi Schoenbein: Project Coordinator – Mark Dupovy: Sponsorship – Lynn Hasday: Graphic Design – PR: Locke Media Group – Photos: ShowLove Media – Video: Satchele Burns • One Resolution – Web site (Mike Richards mike@one-resolution.com