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HomeMy WebLinkAbout3.c. 2014 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 leopardReply-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’sa match made in foodie heaven. Couple the notion with live music,a red carpet photo booth and a VIP suite and the ante is officiallyupped. This month, the first ever Top Shelf Harvest event will takeover Vail’s Lionshead Village, delighting the palettes of libationlovers 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.27topharvestharvest LET COLORADO-MADE SPIR 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, 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. ### 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