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Home My WebLink About2015 Vail BC Restaurant Week RecapE v e n t R e c a p : V a i l B e a v e r C r e e k R e s t a u r a n t W e e k Co m m i s s i o n o n S p e c i a l E v e n t s No v e m b e r , 4 th , 2 0 1 5 Photo by John-Ryan Lockman V a i l B e a v e r C r e e k R e s t a u r a n t W e e k S e p t e m b e r 2 5 t h – O c t o b e r 4 t h 2 0 1 5 Br i a n N o l a n a n d G r o u p 9 7 0 R e s t a u r a n t s O f f i c e : 9 7 0 . 8 4 5 . 7 6 9 6 M o b i l e : 9 7 0 . 9 0 4 . 8 6 6 6 b r i a n @ g r o u p 9 7 0 . c o m 2 G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 E s t i m a t e d R e s u l t s * At t e n d a n c e N u m b e r s 3 • Es t i m a t e d a t t e n d a n c e : ( I f n o n - t i c k e t e d , m e t h o d y o u u s e d t o e s t i m a t e a t t e n d e e s ) Th i s y e a r R R C w a s c o n t r a c t e d t o a i d e i n p e rf o r m i n g i n d e p e n d e n t , t h i r d p a r t y s u r v e y s o n b o t h p a r t i c i p a n t s a l e s a n d r e s t a u r a n t & lodging guest co u n t r e p o r t s . W e a r e c u r r e n t l y a w a i t i n g r e s u l t s o f t h e i r s u r v e y s . H o w e v e r , b a s e d o n f e e d b a c k w e h a v e r e c e i v e d f r o m p a r t i c i p a t i ng re s t a u r a n t s , t h e m a j o r i t y w i t n e s s e d g r e a t e r ev e n t a t t e n d a n c e l e v e l s t h a n l a s t y e a r w i t h a m e n t i o n e d i n c r e a s e o f s a l e s a s w e l l . • % o f p e o p l e i n V a i l s p e c i f i c a l l y f o r e v e n t : Th i s i s d i f f i c u l t t o g a u g e e x a c t l y d u e t o th e n a t u r e o f t h e e v e n t , h o w e v e r , f e e d b a c k w e h a d f r o m p a r t i c i p a t i n g r e s t a u r a n t l o c a t ions was that ma n y g u e s t s c a m e i n s p e c i f i c a l l y f o r t h e s p e c i al $ 2 0 . 1 5 o f f e r s . O u r s u r v e y s r e f l e c t e d t h a t 8 8 % o f t h o s e f i l l i n g o u t t h e s u r v e y had taken ad v a n t a g e o f a $ 2 0 . 1 5 s p e c i a l w i t h 3 7 % i n d i ca t i n g t h a t t h e y v i s i t e d m o r e t h a n o n e l o c a ti o n d u r i n g R e s t a u r a n t W e e k . A d d i t i o n a l l y, we di s c o v e r e d t h a t g u e s t s l e a r n e d a b o u t t h e e v e n t v i a t h e f o l l o w i n g c h a n n e l s : • N e w s p a p e r – 2 5 % • O n l i n e – 8 . 5 % • W o r d o f M o u t h – 3 0 . 5 % • C o n c i e r g e – 6 . 8 % • P r e v i o u s V i s i t / R W E x p e r i e n c e – 1 2 % • O t h e r - 2 1 % • % o f p e o p l e a t t e n d e d p r e v i o u s y e a r s : We a r e c u r r e n t l y a w a i t i n g p a r t i c ip a n t s a l e s a n d g u e s t c o u n t r e s u l t s f r o m R R C , h o w e v e r o u t o f al l s u r v e y c a r d s c o l l e c t e d , 1 2 % n o t e d t h e y k n e w a b o u t V a i l B e a v e r C r e e k R e s t a u r a n t W e e k f r o m a p r e v i o u s e x p e r i e n c e / v i s i t t o t h e Vail Valley. G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 E s t i m a t e d R e s u l t s * De m o g r a p h i c P r o f i l e 4 • At t e n d e e s c a m e f r o m ( l o c a l , r e g i o n a l , o u t o f s t a t e ) : Ma r k e t i n g f o r R e s t a u r a n t W e e k 2 0 1 5 t a r g et e d t h e l o c a l m a r k e t i n a d d i t i o n t o De n v e r , F r o n t R a n g e , S u m m i t C o u n t y , Ga r f i e l d C o u n t y a n d P i t k i n C o u n t y . A l th o u g h w e d i d n o t d i r e c t a n y o f o u r m e d i a b u y s o u t o f s t a t e , w e d i d r e c e i v e cr o s s - m a r k e t i n g b e n e f i t s f r o m p a r t i c i p a t in g r e s t a u r a n t s , l o d g e s a n d c o m m u n i t y p a r t n er s a n d d o k n o w t h a t o u t o f s t a t e gu e s t s d i d a t t e n d b a s e d o f f o f s o c i a l m e di a p o s t s a n d s u r v e y c a r d s c o l l e c t e d . A dd i t i o n a l l y , t h i s y e a r w e d i d n o t i c e a sp e c i f i c u p t i c k i n w e b s i t e t r a f f i c f r o m t h e s t a t e o f T e x a s ; w i t h 7 . 9 % o f o u r si t e v i s i t s d u r i n g t h e m o n t h o f S e p t e m b e r co m i n g f r o m D a l l a s , f a l l i n g d i r e c t l y b e hi n d V a i l ( 2 5 . 5 % ) a n d D e n v e r ( 2 1 . 1 % ) . T o da t e w e h a v e c o l l e c t e d 5 9 s u r v e y ca r d s w h i c h p r o v i d e d t h e f o l l o w i n g g e o g r a p hi c p r o f i l e f o r R e s t a u r a n t W e e k g u e s t s : • G u e s t s f r o m t h e V a i l V a l l e y – 2 2 % ( E a s t V a i l t o E a g l e ) • O u t o f S t a t e – 4 0 . 7 % • F r o n t R a n g e – 1 6 . 9 % • O t h e r , w i t h i n C o l o r a d o – 1 3 . 6 % • U n k n o w n – 6 . 8 % • Av e r a g e a g e a n d i n c o m e b r a c k e t o f a t t e n d e e s : Ou r m a r k e t i n g a n d e v e n t c o n c e p t a i m t o c a t ch a w i d e d e m o g r a p h i c , r a n g i n g f r o m f a mi l i e s t o f o o d i e s t o t h o s e i n t e r e s t e d in o u t d o o r a d v e n t u r e o r c a t c h i n g t h e b e a u ty o f V a i l i n t h e f a l l . O u r a v e r a g e a g e b r a c k e t t a r g e t w a s f o r g u e s t s 2 5 - 6 5 wi t h d i s p o s a b l e i n c o m e . W e d o n o t h a v e a n y t a n g i b l e a g e d a t a f o r t h i s p a s t y ea r ’ s e v e n t b u t w i l l c o n s i d e r p u t t i n g t h i s qu e s t i o n o n o u r s u r v e y ca r d f o r f u t u r e y e a r s . G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 E s t i m a t e d R e s u l t s * Ev e n t A t t e n d e e E s t i m a t e d S p e n d i n g 5 • Lo d g i n g : Su r v e y c a r d r e s u l t s f o u n d t h e f o l l o w i n g o n l o d g i n g : P e r c e n t o f g u e s t s w h o s t a y e d i n a V a i l V a l l e y L o d g e – 3 7 . 3 % Ro o m N i g h t s : • 0 N i g h t s – 6 1 . 4 % • 1 - 2 N i g h t s – 1 0 . 5 % • 3 - 4 N i g h t s – 2 1 % • 5 o r m o r e N i g h t s – 7 % • Di n i n g : Ho w m a n y R e s t a u r a n t W e e k p a r t i c i p a n t s d i d y o u v i s i t : • 1 L o c a t i o n – 6 2 . 7 % • 2 - 3 L o c a t i o n s – 3 0 . 5 % • 4 o r m o r e – 6 . 8 % Di d yo u o r d e r a $ 2 0 . 1 5 s p e c i a l w h i l e d i n i n g : • Y e s – 8 8 . 1 % • N o – 8 . 5 % • U n k n o w n – 3 . 4 % G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 V a i l B r a n d C o m p a t i b i l i t y “P r e m i e r I n t e r n a t i o n a l M o u n t a i n R e s o r t C o m m u n i t y ” 6 St a n d a r d o f e x c e l l e n c e m e t b y : • Br a n d i n g : H i g h q u a l i t y l o g o a n d c o l l a t e r a l p i e c e d e s i g n w i t h c o n s i s t e n t m e s s a g i n g a n d l o o k , f i t t i n g t o t h e V a i l B r a n d . • We b s i t e : h i g h l e v e l d e s i g n , u n i q u e f u n c t i o n a l i t y , h i g h q u a l i t y , ey e c a t c h i n g i m a g e s , e m p h a s i s o n pr o v i s i o n o f a u s e r f r i e n d l y pl a t f o r m w i t h r e l e v a n t c o n t e n t a n d f o c u s o n y e a r l y u p d a te s t o m a i n t a i n t o p l e v e l fu n c t i o n a l i t y a n d a p p e a r a n c e • Ev e n t m e s s a g e a n d p r o d u c t i o n : R e p r e s e n t i n g V a i l a s a w o r l d c l a s s , d i v e r s e d i n i n g d e s t in a t i o n , o f f e r i n g a v a r i e t y o f d e l i c i o u s cu l i n a r y o p t i o n s f o r v i s i t i n g a n d l o c a l g u e s t s a l i k e . • Wi d e r a n g e o f p a r t i c i p a n t s s h o w c a s e d t h e v a r i e t y o f t a l e n t a n d d i v e r s it y o f c u i s i n e t h r o u g h o u t t h e V a l l e y • Ov e r a l l m e s s a g i n g h i g h l i g h t i n g t h e f a l l b a ck d r o p e m p h a s i z e d V a i l a s a d e s t i n a t i o n f o r e n j o y i n g t h e s p e c t a c u l a r n a t u r a l se t t i n g o f V a i l i n t h e f a l l i n c l u d i n g w e l l n e s s a c t i v i t i e s s u c h a s b i k i n g a n d h i k i n g . • Tr u l y c o m b i n e d e f f o r t f i t t i n g t o V a i l ’ s b r a nd o f m a i n t a i n i n g a s e n s e o f c o m m u n i t y a nd w o r k i n g t o g e t h e r t o r e p r e s e n t V a i l a t it ’ s b e s t . • Fo l l o w e d C S E , T O V a n d V a i l R e s o r t b r a n d r e qu i r e m e n t s ( e x . b o i l e r p l a t e , a p p r o v a l p r o c e s s, m a r k e t i n g c h e c k l i s t , c o m m u n i c a t i o n s pl a n ) t o a s s u r e a l l i m p o r t a n t p o i n t s a n d c r i t e r i a w e r e m e t . G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 7 E x a m p l e s o f V a i l B e a v e r C r e e k R e s t a u r a n t W e e k B r a n d GR O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 T o p l i n e M a r k e t i n g E f f o r t s 8 • We b : di n i n g a t a l t i t u d e . c o m , F a c e b o o k , T w i t t e r , & I n s t a g r a m • Di g i t a l : 52 8 0 , W e s t w o r d ( b o t h i n c l u d i n g a n e x c l u s i v e d i n i n g bl a s t ) , F a c e b o o k , V V F E - B l a s t , V V P E - B l a s t , VP A C E m a i l s • Ra d i o : KZ Y R , K S K E , K Y S L • Pr i n t : Va i l D a i l y , V a i l W e e k l y , A s p e n T i m e s a n d S u m m i t D a i l y • TV : In t e r v i e w s s c h e d u l e d o n G o o d M o r n i n g V a i l a n d a d s p o t s p l a y i n g o n T V 8 t h r ou g h o u t R e s t a u r a n t W e e k • Ev e n t P r e s s R e l e a s e s : 9/ 1 / 2 0 1 5 , 9 / 2 4 / 2 0 1 5 , 9 / 3 0 / 2 0 1 5 ( p l e a s e s e e f o l l o w i n g s l i d e f o r p r e s s im p r e s s i o n s ) • Ad d i t i o n a l c o v e r a g e : Va i l , B e a v e r C r e e k , V V F a n d V V P w e b s i t e s , i n c r e a s e d c o v e r a g e a m o n g p a r t i c i p a n t we b s i t e s a n d s o c i a l m e d i a p a g e s , l o c a l b l o g s , e v e n t p h o t o g r a p h e r G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 R e s t a u r a n t W e e k P r e s s M e n t i o n s 9 • 52 8 0 : Th e G o o d s ( e - b l a s t s e n t , h o w e v e r , a l s o r e f e r e n c e d a t i n u s e f u l . c o m ) - S e p t e m b e r 1 7 t h , 2 0 1 5 ht t p : / / w w w . i n u s e f u l . c o m / e m a i l / 1 1 3 6 3 6 - t h e - g o o d s - v a i l - b e a v e r - c r e e k - r e s t a u r a n t - w e e k - r e t u r n s • We s t w o r d : Fr o m B r u n c h t o B e e r , 2 1 T a s t i e s t E v e n t s o f t h e C u l i n a r y C a l e n d a r - S e p t e m b e r 2 5 t h , 2 0 1 5 ht t p : / / w w w . w e s t w o r d . c o m / r e s t a u r a n t s / f r o m - b r u n c h - t o - b e e r - 2 1 - t a s t i e s t - e v e n t s - o n - t h e - c u l i n a r y - c a l e n d a r - 7 1 7 8 8 0 5 • On e T r a v e l . c o m : Fo u r C i t i e s t o F e a s t i n f o r T h e i r F a l l R e s t a u r a n t W e e k s - S e p t e m b e r 2 5 t h , 2 0 1 5 ht t p : / / b l o g . o n e t r a v e l . c o m / f o o d / 4 - c i t i e s - t o - f e a s t - i n - f o r - t h e i r - f a l l - r e s t a u r a n t - w e e k s . a s p x • My I n f o r m s . c o m ( A u s t r a l i a n N e w s S o u r c e ) : Va i l B e a v e r C r e e k R e s t a u r a n t W e e k c e l e b r a t e s t h i r d a n n i v e r s a r y w i t h d i n i n g s p e c i a l s - S e p t e m b e r 2 2 n d , 2 0 1 5 ht t p : / / m y i n f o r m s . c o m / e n - a u / a / 1 6 7 6 4 2 6 3 - v a i l - b e a v e r - c r e e k - r e s t a ur a n t - w e e k - c e l e b r a t e s - t h i r d - a n n i v e r s a r y - w i t h - d i n i n g - s p e c i a l s / • Va i l D a i l y : Va i l B e a v e r C r e e k R e s t a u r a n t W e e k R e t u r n s w i t h $ 2 0 . 1 5 D e a l s – S e p t e m b e r 5 t h , 2 0 1 5 ht t p : / / e d i t i o n . p a g e s u i t e - p r o f e s s i o n a l . c o . u k / l a u n c h . a s p x ? e i d = 1 c 0 2 d 0 c 5 - 3 a 8 e - 4 c 4 7 - 8 d 2 1 - f 8 2 2 a f 9 6 f c 6 d & p n u m = 5 7 De v o u r t h e O f f S e a s o n – S e p t e m b e r 2 3 r d , 2 0 1 5 ht t p : / / e d i t i o n . p a g e s u i t e - p r o f e s s i o n a l . c o . u k / l a u n c h . a s p x ? e i d = 2 9 8 3 3 7 a c - e 8 6 b - 4 e 7 6 - 8 6 6 3 - f 4 7 3 a b 3 a b 4 d f & p n u m = 2 5 Op p o r t u n i t i e s f o r D i s c o u n t e d D i ni n g , L o d g i n g , S t i l l A v a i l a b l e – S e p t e m b e r 3 0 t h , 2 0 1 5 ht t p : / / e d i t i o n . p a g e s u i t e - p r o f e s s i o n a l . c o . u k / l a u n c h . a s p x ? e i d = 4 8 e 1 a 4 4 0 - 6 d e 0 - 4 7 c a - a d 5 b - 6 2 3 3 4 5 8 1 8 a 6 a & p n u m = 3 1 Di n e o u t F o r D o n a t i o n D a y – O c t o b e r 1 s t , 2 0 1 5 ht t p : / / e d i t i o n . p a g e s u i t e - p r o f e s s i o n a l . c o . u k / l a u n c h . a s p x ? e i d = 1 5 f 4 e 3 f 2 - 7 6 f b - 4 8 2 b - b 4 3 a - a 6 4 4 5 4 f 6 b 1 0 e & p n u m = 2 7 GR O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 A d d i t i o n a l M a r k e t i n g E f f o r t s 10 Lo c a l p h o t o g r a p h e r , J o h n - R y a n L o c k m a n , h i r e d in e f f o r t s t o c a p t u r e e x c i t e m e n t o f e v e n t , e n v i r o n m e n t o f t h e V a l l e y a g a i n s t f a l l ba c k d r o p , a n d i n c r e d i b l e s p e c i a l s o f f e r e d b y t h e w i d e v a r i e t y o f p a r t i c i p a n t s . We f e e l t h a t t h e s e i m a g e s c a p t u r e d w i l l g r e a t l y h e l p i n a l l f u t u r e R e s t a u r a n t We e k m a r k e t i n g e f f o r t s . G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 To v i e w f u l l c o l l e c t i o n o f i m ag e s c a p t u r e d , p l e a s e v i s i t : ht t p s : / / g r o u p 9 7 0 . s m u g m u g . c o m / V a i l - B e a v e r - C r e e k - R e s t a u r a n t / n - h c b M D 6 / (Password: vbcrw2015) E v e n t S t r e n g t h s & W e a k n e s s e s 11 Ex c e e d e d E x p e c t a t i o n s : • Ov e r a l l r e s t a u r a n t a n d l o d g i n g p a r t i c i p a t io n e f f o r t s i n c r e a s e d a n d e x c e e d e d e x pe c t a t i o n s a g a i n f o r t h e t h i r d y e a r . Pa r t i c i p a t i n g r e s t a u r a n t s a n d lo d g e s r e t u r n e d t o o f f e r s p e c i a l s o f e i t h e r eq u a l o r g r e a t e r v a l u e i n c o m p a r i s o n t o 20 1 4 , w i t h a h a n d f u l o f p a r t i c i p a n t s co m p l e t e l y a d j u s t i n g t h e i r m e n u t o o f f e r a l l m a i n c o u r s e s a t $ 2 0 . 1 5 . • Wi t h t h e g o a l o f t h i s t e n d a y e v e n t s e t t o d r i v e a d d e d v a l u e a n d r e a s o n f o r g u e s t s t o c o m e t o V a i l i n l a t e Se p t e m b e r / e a r l y O c t o b e r a n d e x t e n d t h e s e a s o n ; w e a r e t h r i l l e d t o s e e i n cr e a s i n g e n g a g e m e n t o n o u r w e b s i t e tr a f f i c f r o m b o t h D e n v e r a n d o u t o f st a t e l o c a t i o n s , a s w e l l i n c r e a s e d n u m b e r o f s u r v e y c a r d r e s p o n d e n t s l i s t i n g th a t t h e y h a v e s t a y e d i n V a i l l o d g e s . • Wi t h l o c a l h e l p a n d s u p p o r t o f o u r p a r t i c i p a n t s a n d c o m m u n i t i e s t h e r e t u r n of R e s t a u r a n t W e e k w o r k e d t o s t i r co n v e r s a t i o n w i t h i n t h e c o m m u n i t y a n d g e n e r a t e i n cr e a s e d b u z z a b o u t o u r g r e a t V a i l D i n i n g S c e n e . • Pa r t i c i p a n t ’ s d e s i r e t o p a r t i c i p a t e w a s d r i v en b y g u e s t i n q u i r i e s a b o u t R e s t a u r a n t W e e k : “ W i t h r e p e a t g u e s t s a s k i n g w h y w e w e r e n ’ t o n t h e R e s t a u r a n t W e e k w e b s i t e w e k n e w i t w a s t o o g o o d o f a n o p p o r t u n i t y t o p a s s u p . ” – A n n i e L y n c h , T h e S e b a s t i a n V a i l G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 E v e n t S t r e n g t h s & W e a k n e s s e s 12 Me a s u r e s f o r E v e n t I m p r o v e m e n t : • In t h e y e a r s t o c o m e w e h o p e t o co n n e c t w i t h D e n v e r 5 2 8 0 W e e k f o r p o t e n t ia l c r o s s - p r o m o t i o n o p p o r t u n i t i e s , ex p a n d i n g o u r m e s s a g i n g t o a gr e a t e r F r o n t R a n g e b a s e . • Dr i v e m o r e m a r k e t i n g t o w a r d s l o dg i n g , u l t i m a t e l y i n c r e a s i n g t h e p e r c e n t a g e o f l o d g i n g s t a y s • Ad j u s t m e n t s w i l l b e m a d e t o g u e s t s u r v ey s w i t h a n e n d g o a l o f r e c e i v i n g a l a rg e r a m o u n t o f f e e d b a c k i n g r e a t e r de t a i l . • Bu i l t i n c o n t e s t s / p r o m o t i o n s t o a c t a s a n a d d e d i n c e n t iv e f o r g u e s t s t o c o m p l e t e a n d t u r n i n t h e i r s u r v e y c a r d s . • Ad d a “ m u l t i p l e v i s i t i n c e n t i v e ” a s a wa y t o g e t g u e s t s t o t r y a v a r i e t y o f op t i o n s a n d e n g a g e w i t h t h e e v e n t f o r mo r e t h a n o n e d a y . • Re l e a s e o f s p e c i a l s e a r l i e r t o b e gi n g e n e r a t i n g b u z z a n d a n t i c i p a t i o n we e k s p r i o r t o e v e n t s t a r t d a t e . G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 E v e n t B u d g e t 13 • To t a l e v e n t b u d g e t : $2 8 , 0 0 0 . 0 0 * • CS E f u n d s : $1 4 , 0 0 0 r e q u e s t e d • Pr o f i t a n d l o s s : N/ A • Fu n d i n g u t i l i z a t i o n : 1 0 0 % o f f u n d s u s e d , p r i m a r i l y f o r w e b s i t e a n d m a r k e t i n g pu r p o s e s . * A t t a c h e d b u d g e t l i s t s pr e l i m i n a r y n u m b e r s a s w e a r e s t i l l w o r k i n g o n f i n a l i zi n g a l l o u t s t a n d i n g i n v o i ce s f o r t h e 2 0 1 5 e v e n t . • In - k i n d s p o n s o r s h i p : Br a n d d i r e c t i o n a n d m a r k e t i n g r e a c h w a s w e l l su p p o r t e d b y t h e V V F , V a i l R e s o r t s , V L M D , BC R C a n d V V P . G R O U P 9 7 0 a d d i t i o n a l l y p r o v i d e s a l l e v e n t c o o r d i n a t i o n s t a f f a n d t h e V a i l R e s t a u r a n t a n d L o d g i n g Co m m u n i t y p r o v i d e s a d d e d m e d i a a n d g u e s t e x p o s u r e b y p r o m o t i ng R e s t a u r a n t W e e k t o t h e i r cl i e n t b a s e a n d t h r o u g h th e i r m a r k e t i n g e f f o r t s . • Ca s h s p o n s o r s h i p : $1 4 , 0 0 0 f r o m B e a v e r C r e e k R e s o r t C o m p a n y G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 E s t i m a t e d R e t u r n o n I n v e s t m e n t ( R O I ) * 14 • Sh o p p i n g : No r e p o r t i n g g a t h e r e d o n r e t a i l n u m b e r s b u t a c c o r d i n g t o t h o s e r e t a i l e r s w e h a v e b e e n a b l e t o s p e a k wi t h t h e e v e n t w a s w e l l r e c e i v e d . • Ot h e r A c t i v i t i e s : Ev e n t m a r k e t i n g e f f o r t s r e p e a t e d l y i n c l u d e d t h e me s s a g e o f V a i l a s a f a l l d e s t i n a t i o n f o r a mu l t i t u d e o f r e a s o n s b e y o n d t h e g r e a t d i n i n g o f f e r s , e n c o u r a g i n g g u e s t s t o p a rt i c i p a t e i n V a i l f a l l a c t i v i t i e s . Ho w e v e r , a c t u a l b o o k i n g o f o t h er a c t i v i t i e s w a s n o t t r a c k e d . • Ad d i t i o n a l e v e n t g e n e r a t e d i m p a c t s : • To d a t e t h e V a i l V a l l e y F o u n d a t i o n h a s c o l l e c t e d $ 36 9 0 i n d o n a t i o n s f r o m a l l t h e p a r t i c i p a n t s f o r t h e Oc t o b e r 1 st Di n e O u t , G i v e B a c k d o n a t i o n d a y . T h e e s t i m a te d t o t a l t o c o m e , b a s e d on p r e v i o u s y e a r s , i s $7 5 0 0 . • St r e n g t h e n e d r e l a t i o n s h i p s b e t w e e n V a i l R e s t a u r a n t s a nd V a i l V a l l e y l o c a l s , d r i v i n g an i n c r e a s e o f s u p p o r t an d f u n d i n g w i t h i n t h e l o c a l c o m m u n i t y • Lo n g e r t e r m m e s s a g i n g i m p a c t o f t h e e v e n t , h i g h l i g h t i n g t h e t o p q u a l i t y an d w i d e d i v e r s i t y o f t h e V a i l cu l i n a r y s c e n e . G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 V i s i t o r I n t e n t t o R e t u r n * 15 Sa t i s f a c t i o n r a t i n g s : • Su r v e y c a r d s i n d i c a t e d g r e a t g u e s t s a t i sf a c t i o n a n d a n i n t e n t t o r e t u r n i n 2 0 1 6 t o o n c e a g a i n e n j o y t h e v a r i e t y an d v a l u e R e s t a u r a n t W e e k h a s t o o f f e r : “ G r e a t e v e n t ; w i l l s c h e d u l e o u r C o l o r a d o v i s i t a r o u n d i t ! ” – B r o o k f i e l d , W I “ W e ’ l l b e c o m i n g b a c k f o r l e a v e s a n d R e s t a u r a n t W e e k n e x t y e a r ! ” – D e n v e r , C O • Re s t a u r a n t p a r t i c i p a n t f e e d b a c k r e p o r t e d h i g h s a t i s f ac t i o n , n o t i n g a n i n c r e a s e i n s a l e s a n d t h e i n t e n t t o pa r t i c i p a t e a g a i n n e x t y e a r . R e s t a u r a n t p a r t i c i p a n t f e e d b a c k : “ A s f a r a s t h e r e s t a u r a n t w e e k , w e w e r e e x t r e m e l y b u s y a n d I w o u l d c o n s i d e r i t a n i n c r e a s e o v e r l a s t y e a r ( w e d i d a l s o r u n a m o r e c o m p r e h e n s i v e a n d g e n e r o u s s p e c i a l t h a n i n p r i o r y e a r s ) . I n a n u t s h e l l I w o u l d t e l l y o u I a m a b i g s u p p o r t e r o f t h e e v e n t . ” – S w e e t B a s i l “ T h a n k s t o y o u a n d y o u r t e a m f o r p u t t i n g t h i s g r e a t e v e n t o n . W e d e f i n i t e l y s a w m o r e t r a c t i o n t h i s y e a r a n d h e a r d a l o t o f g r e a t b u z z i n t o w n . ” – M a t s u h i s a “ C a m p o l o v e s R e s t a u r a n t W e e k ! … W e h a d a l o t o f c u s t o m e r s t h a t c a m e u p f o r t h e w e e k e n d e s p e c i a l l y f o r t h e R e s t a u r a n t W e e k . . . A n d o f c o u r s e i t h a s a c h a r i t y c o m p o n e n t t o i t . S o y e s w e a r e b i g s u p p o r t e r s ! ” - C a m p o d e F i o r i G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 C o m m u n i t y C o n t r i b u t i o n 16 • Im p a c t o n V a i l ’ s s e n s e o f c o m m u n i t y : We t r u l y f e l t t h i s e v e n t b r o u g h t th e V a i l r e s t a u r a n t c o m m u n i t y to g e t h e r a n d p r o m o t e d r e s t a u r a n t s t o en c o u r a g e d i n i n g a t n o t o n l y t h e i r e s ta b l i s h m e n t b u t o t h e r s a s w e l l . A s yo u m a y h a v e n o t i c e d , i t a l s o e n c o u r a g e d a f u l l t o w n -w i d e e v e n t t h a t w a s n ’ t f o c u s e d i n o n e a r e a . W e h a d pa r t i c i p a n t s i n V a i l V i l l a g e , L i o n s h e a d a n d W e s t V a i l . A l s o t h e $ 2 0 . 1 5 / $ 2 . 1 5 p r i c e p o i n t a l l o w e d a l l r e s t a u r a n t s to p a r t i c i p a t e r e g a r d l e s s o f c u is i n e o r s i z e o f t h e i r l o c a t i o n . • Th i s e v e n t w a s o n l y p o s s i b l e d u e t o a n i n c r e d i b l e j o i n t c o mm u n i t y e f f o r t s p r e a d i n g a c r o ss t h e e n t i r e V a i l V a l l e y . • Fu r t h e r m o r e , b y p a i r i n g w i t h B e a v e r Cr e e k R e s o r t C o m p a n y w e f e e l i t s h o w e d c o m b i n e d e v e n t s c a n b e im p a c t f u l a n d s u c h p a r t n e r s h i p s a d d v a l u e an d d o n o t d e t r a c t f r om o n e o r t h e o t h e r . G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 S u s t a i n a b i l i t y E f f o r t s Gr e e n M e a s u r e s 17 • VB C R W w i l l p l a n t o c o n t i n u e t o u s e o n li n e a n d d i g i t a l m a r k e t i n g e f f o r t s . • We w i l l o f c o u r s e a l w a y s p r o m o t e r e s t a u r a n t s a n d l o dg e s t o i m p l e m e n t s u s t a i n a b l e a n d g r e e n p r a c t i c e s wh e n a p p l i c a b l e . • Th i s e v e n t p r o d u c e s l i t t l e t o n o a dd i t i o n a l p o l l u t i o n , w a s t e o r t r a s h s o o u r g r e e n e f f o r t s a r e l i m i t e d . G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 A d d i t i o n a l I n f o r m a t i o n 18 • De t a i l e d 2 0 1 5 E v e n t B u d g e t • El a b o r a t e d M e d i a O u t r e a c h P l a n • Re s t a u r a n t W e e k W e b s i t e A n a l y t i c s • 20 1 5 S u r v e y C a r d F i n d i n g s Ad d i t i o n a l d o c u m e n t s a t t a c h e d t o p r e s e n t a t i o n : G R O U P 9 7 0 | C S E V B C R W R e c a p | 1 1 / 4 / 2 0 1 5 FY15 Restaurant Week Budget Actual Proposed Variance FY2015 FY2015 FY2015 Event Income COMMUNITY SUPPORT CSE 14,000.00 14,000.00 0.00 BCRC/BC Marketing 14,000.00 14,000.00 0.00 TOTAL INCOME 28,000.00 28,000.00 0.00 Event Costs DIRECT COSTS Brand and Print Creative Development Logo (Development) 300.00 300.00 0.00 Post Cards (Development) 200.00 200.00 0.00 Check Presenters (Development) 200.00 200.00 0.00 Posters (Development) 300.00 300.00 0.00 Ads (Development) 400.00 400.00 0.00 Digital (Development) 200.00 300.00 100.00 Creative Project Management 300.00 500.00 200.00 Total: 1,900.00 2,200.00 300.00 Collateral Production Post Cards (uprint.com) 448.20 375.00 (73.20) Posters (uprint.com) 209.44 200.00 (9.44) Coasters 295.69 400.00 104.31 Check Presenters 208.70 200.00 (8.70) Shipping & Tax 0.00 125.00 125.00 Total: 1,162.03 1,300.00 137.97 Website Design 2,800.00 4,000.00 1,200.00 Upkeep 0.00 500.00 500.00 Hosting 500.00 500.00 0.00 Total: 3,300.00 5,000.00 1,700.00 Media Buys Digital - 5280 (HTML eblasts) 1,250.00 1,250.00 0.00 Digital - Westword (HTML eblasts) 1,425.00 750.00 (675.00) Digital - Facebook (text ads) 363.28 750.00 386.72 Paper - Vail Daily 4,775.40 4,750.00 (25.40) Paper - Summit Daily (1/2 Page 4C) 1,910.16 1,750.00 (160.16) Paper - Aspen Times (1/2 Page 4C) 636.72 2,000.00 1,363.28 Paper - Vail Weekly (1/2 Page 4C) 450.00 450.00 0.00 Radio - Front Range (:10 & :15) 3,060.00 2,500.00 (560.00) Radio - Local (KZYR,KSKE,KYSL) 1,895.07 1,000.00 (895.07) TV8 1,000.00 0.00 (1,000.00) Total: 16,765.63 15,200.00 (1,565.63) Imagery Photography 2,500.00 0.00 Photography Incidentals 541.67 Videography 0.00 Total: 3,041.67 0.00 (3,041.67) Event Management & Admin Cost Event Coordination/Management 0.00 4,000.00 4,000.00 (To Include Social Media Management & Sponsorship Recruitment) Miscellaneous Costs (Mileage, Postage, etc) 330.67 300.00 (30.67) Total: 330.67 4,300.00 3,969.33 TOTAL DIRECT COSTS 26,500.00 *28,000.00 1,500.00 *Total Costs Still Tentative - Awaiting Final Invoices for Media Spends. Va i l B e a v e r C r e e k Re s t a u r a n t W e e k M e d i a P l a n Th u r s d a y , A u g u s t 2 7 , 2 0 1 5 Total Ev e n t D a t e s S i z e 27 3 1 0 1 7 2 4 3 1 7 1 4 2 1 2 8 5 1 2 1 9 Points/Ins Fr o n t R a n g e 52 8 0 " T h e G o o d s " E b l a s t 9 / 2 5 - 1 0 / 4 v a r 1 (T h u r s d a y ) 1 We s t w o r d D i n i n g E x c l u s i v e E m a i l 9 / 2 5 - 1 0 / 4 v a r 11 (M o n d a y s ) 2 We s t w o r d H o m e p a g e R e s k i n 9 / 2 5 - 1 0 / 4 v a r 1 (T u e s d a y ) 1 We s t w o r d R e s t a u r a n t P a g e R e s k i n 9 / 2 5 - 1 0 / 4 v a r 1 (W e d n e s d a y ) 1 Fa c e b o o k A d s 9 / 2 5 - 1 0 / 4 v a r 1 Ra d i o T r a f f i c s 9 / 2 5 - 1 0 / 4 : 1 0 & : 1 5 20 2 5 45 Lo c a l Ra d i o - K Z Y R , K S K E , K Y S L 9 / 2 5 - 1 0 / 4 : 6 0 1 Va i l D a i l y 9 / 2 5 - 1 0 / 4 1 / 2 P a g e 4 C V (S a , S u , S a , S u , T h , F , S a , S u , M , T , W T h , F , S a , S u ) 2 2 4 7 15 Va i l W e e k l y 9 / 2 5 - 1 0 / 4 1 / 2 P a g e 4 C V 111 (Fridays)3 Su m m i t D a i l y 9 / 2 5 - 1 0 / 4 1 / 2 P a g e 4 C V (S a , F r , S a , M , W , F ) 123 6 As p e n T i m e s 9 / 2 5 - 1 0 / 4 1 / 2 P a g e 4 C V 2 (Fri and Sat)2 Au g u s t S e p t e m b e r O c t o b e r var va r PRINT MEDIA BUY:PRINT MEDIA BUY:PRINT MEDIA BUY:PRINT MEDIA BUY:TELEVISION:TELEVISION:TELEVISION:TELEVISION:RADIO:RADIO: RADIO:RADIO:PR:PR: PR:PR:EMAIL:EMAIL: EMAIL:EMAIL:WEBSITE/SOCIAL:WEBSITE/SOCIAL:WEBSITE/SOCIAL:WEBSITE/SOCIAL: TUES 11 11 Press Release WED 22 22 THURS 33 33 FRI 44 44 SAT 55 55 Vail Daily SUN 66 66 Vail Daily MON 77 77 Westword Eblast TUES 88 88 Westword Reskin WED 99 99 THURS 1010 1010 FRI 1111 1111 SAT 1212 1212 SUN 1313 1313 MON 1414 1414 Radio (:10 & :15 Traffic Copy)Westword Reskin Front Range Facebook TUES 1515 1515 VVF Newsletter WED 1616 1616 Westword Reskin THURS 1717 1717 5280 Eblast VPAC Emails via VVF FRI 1818 1818 Vail Weekly SAT 1919 1919 Vail Daily Summit Daily SUN 2020 2020 Vail Daily MON 2121 2121 Radio (:60 Traffic Copy)VVF Post TUES 2222 2222 WED 2323 2323 THURS 2424 2424 Vail Daily Press Release VPAC Emails via VVF FRI 2525 2525 Vail Weekly TV8 Restaurant Week Commercial VVF Post Vail Daily DAA Post Aspen Times Summit Daily SAT 2626 2626 Vail Daily DAA Post Aspen Times Summit Daily SUN 2727 2727 Vail Daily DAA Post MON 2828 2828 Vail Daily TV8 Live Interview VVF Post Summit Daily DAA Post TUES 2929 2929 Vail Daily TV8 Live Interview DAA Post WED 3030 3030 Vail Daily TV8 Live Interview Press Release VVF Post Summit Daily DAA Post THURS 11 11 Vail Daily TV8 Live Interview with VVF KZYR Live Interview with VVF VPAC Emails via VVF DAA Post TV8 Live Interview VVF One Off Email FRI 22 22 Vail Weekly TV8 Live Interview DAA Post Summit Daily Vail Daily SAT 33 33 Vail Daily DAA Post SUN 44 44 Vail Daily DAA Post Vail Beaver Creek Restaurant Week 2015 Media Plan (September & October) Go to this reportDining At Altitude http://diningataltitu… All Web Site Data Sep 1, 2015 Oct 4, 2015Audience Overview City Sessions % Sessions 1.Vail 3,757 24.51% 2.Denver 3,112 20.30% 3.Dallas 1,169 7.63% 4.Edwards 921 6.01% 5.(not set)369 2.41% 6.Avon 264 1.72% 7.Eagle 211 1.38% 8.Breckenridge 201 1.31% 9.Colorado Springs 189 1.23% 10.Aurora 175 1.14% Overview Sessions …Sep 8 Sep 15 Sep 22 Sep 29 750750750 1,5001,5001,500 Sessions 15,329 Users 10,516 Pageviews 56,581 Pages / Session 3.69 Avg. Session Duration 00:02:58 Bounce Rate 66.45% % New Sessions 67.02% New Visitor Returning Visitor 32.9% 67.1% © 2015 Google All Sessions 100.00% Go to this reportDining At Altitude http://diningataltitu… All Web Site Data Sep 1, 2015 Oct 4, 2015All Traffic Source / Medium Region Rows 1 10 of 806 Explorer Summary Acquisition Behavior Conversions Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration Goal Conversion Rate Goal Completions Goal Value 15,329 % of Total: 100.00% (15,329) 67.10% Avg for View: 67.02% (0.11%) 10,285 % of Total: 100.11% (10,274) 66.45% Avg for View: 66.45% (0.00%) 3.69 Avg for View: 3.69 (0.00%) 00:02:58 Avg for View: 00:02:58 (0.00%) 0.00% Avg for View: 0.00% (0.00%) 0 % of Total: 0.00% (0) $0.00 % of Total: 0.00% ($0.00) 1.google / organic Colorado 5,127 (33.45%)59.29%3,040 (29.56%)61.97%4.28 00:03:23 0.00%0 (0.00%)$0.00 (0.00%) 2.(direct) / (none)Colorado 3,056 (19.94%)74.21%2,268 (22.05%)66.03%3.49 00:02:53 0.00%0 (0.00%)$0.00 (0.00%) 3.google / organic Texas 763 (4.98%)61.73%471 (4.58%)72.74%2.41 00:02:12 0.00%0 (0.00%)$0.00 (0.00%) 4.(direct) / (none)Texas 432 (2.82%)70.60%305 (2.97%)75.23%2.13 00:02:06 0.00%0 (0.00%)$0.00 (0.00%) 5.vail.com / referral Colorado 396 (2.58%)77.78%308 (2.99%)69.95%3.31 00:02:29 0.00%0 (0.00%)$0.00 (0.00%) 6.bing / organic Colorado 388 (2.53%)64.69%251 (2.44%)56.96%5.55 00:03:42 0.00%0 (0.00%)$0.00 (0.00%) 7.vaildaily.com / referral Colorado 363 (2.37%)70.25%255 (2.48%)67.22%4.08 00:03:01 0.00%0 (0.00%)$0.00 (0.00%) 8.yahoo / organic Colorado 347 (2.26%)59.37%206 (2.00%)58.50%5.25 00:04:32 0.00%0 (0.00%)$0.00 (0.00%) 9.beavercreek.com / referral Colorado 335 (2.19%)60.30%202 (1.96%)61.79%3.90 00:02:55 0.00%0 (0.00%)$0.00 (0.00%) 10.facebook.com / referral Colorado 147 (0.96%)73.47%108 (1.05%)70.07%4.03 00:03:56 0.00%0 (0.00%)$0.00 (0.00%) Sessions …Sep 8 Sep 15 Sep 22 Sep 29 750750750 1,5001,5001,500 © 2015 Google All Sessions 100.00% Go to this reportDining At Altitude http://diningataltitu… All Web Site Data Sep 1, 2015 Oct 4, 2015Referral Traffic Source Rows 1 10 of 107 Explorer Summary Acquisition Behavior Conversions Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration Goal Conversion Rate Goal Completions Goal Value 3,624 % of Total: 23.64% (15,329) 72.71% Avg for View: 67.02% (8.48%) 2,635 % of Total: 25.65% (10,274) 72.93% Avg for View: 66.45% (9.75%) 3.08 Avg for View: 3.69 (16.52%) 00:02:07 Avg for View: 00:02:58 (28.25%) 0.00% Avg for View: 0.00% (0.00%) 0 % of Total: 0.00% (0) $0.00 % of Total: 0.00% ($0.00) 1.vail.com 571 (15.76%)77.06%440 (16.70%)69.18%3.28 00:02:27 0.00%0 (0.00%)$0.00 (0.00%) 2.beavercreek.com 542 (14.96%)66.79%362 (13.74%)65.68%3.45 00:02:25 0.00%0 (0.00%)$0.00 (0.00%) 3.vaildaily.com 439 (12.11%)70.16%308 (11.69%)66.74%3.92 00:02:46 0.00%0 (0.00%)$0.00 (0.00%) 4.facebook.com 201 (5.55%)69.65%140 (5.31%)68.66%3.88 00:03:46 0.00%0 (0.00%)$0.00 (0.00%) 5.bestseo software.xyz 164 (4.53%)90.85%149 (5.65%)98.78%4.05 00:00:19 0.00%0 (0.00%)$0.00 (0.00%) 6.m.vail.com 141 (3.89%)65.96%93 (3.53%)71.63%2.21 00:02:23 0.00%0 (0.00%)$0.00 (0.00%) 7.m.facebook.com 138 (3.81%)90.58%125 (4.74%)81.16%1.43 00:00:37 0.00%0 (0.00%)$0.00 (0.00%) 8.westword.com 138 (3.81%)93.48%129 (4.90%)82.61%1.41 00:00:43 0.00%0 (0.00%)$0.00 (0.00%) 9.vail.net 124 (3.42%)62.10%77 (2.92%)68.55%3.70 00:02:32 0.00%0 (0.00%)$0.00 (0.00%) 10.kdvr.com 108 (2.98%)87.96%95 (3.61%)75.93%2.10 00:02:24 0.00%0 (0.00%)$0.00 (0.00%) Sessions …Sep 8 Sep 15 Sep 22 Sep 29 150150150 300300300 © 2015 Google All Sessions 23.64% Go to this reportDining At Altitude http://diningataltitu… All Web Site Data Sep 1, 2015 Oct 4, 2015Pages Previous Page Path Pageviews % Pageviews 237 18.27% 167 12.88% 130 10.02% 50 3.86% 37 2.85% 35 2.70% 34 2.62% 32 2.47% 29 2.24% 27 2.08% Next Page Path Pageviews % Pageviews 1,675 42.44% 933 23.64% 834 21.13% 117 2.96% 90 2.28% 72 1.82% 39 0.99% 36 0.91% 26 0.66% 24 0.61% Entrances Sep 1, 2015 Oct 4, 2015: 78.24% Previous Pages Sep 1, 2015 Oct 4, 2015: 21.76% Exits Sep 1, 2015 Oct 4, 2015: 62.30% Next Pages Sep 1, 2015 Oct 4, 2015: 37.70% Navigation Summary Group pages by:Current Selection: /Show rows:10 Pageviews …Sep 8 Sep 15 Sep 22 Sep 29 1,0001,0001,000 2,0002,0002,000 Ungrouped /cuisinevail/ /cuisine/ /cuisinebeavercreek/ /vailrestaurant/sweetbasil2/ /vailrestaurant/latourrestaurant/ /about/ /vailrestaurant/mountainstandard/ /participantregistration/ /vailrestaurant/terrabistro/ /beavercreekrestaurant/splendido/ /cuisinevail/ /cuisine/ /cuisinebeavercreek/ /participantregistration/ /about/ /location/vail/ /?page_id=239 /location/beavercreek/ /contact/ /myaccount/ © 2015 Google All Sessions 100.00% Go to this reportDining At Altitude http://diningataltitu… All Web Site Data Sep 1, 2015 Oct 4, 2015Users Flow Country 15K sessions, 11K dropoffs 4K sessions, 476 dropoffs 3.5K sessions, 764 dropoffs 2.7K sessions, 341 dropoffs Starting pages 1st Interaction 2nd Interaction 3rd Interaction United States 15K / 13K (48 more pages) 714 /cuisinebe...vercreek/ 124 /cuisine/ 303 /vailrestaurant 109 /cuisinevail/ 188 /cuisinebe...vercreek/ 693 /cuisinevail/ 1.5K (88 more pages) 627 /cuisine/ 905 /participan...istration/ 138 /location 118 (42 more pages) 2K /vailrestaurant 449 /vailresta...standard/ 180 /vailresta...tbasil2/ 220 / 430 /cuisinevail/ 208 /cuisinevail/ 754 /cuisinebe...vercreek/ 376 (41 more pages) 898 /cuisine/ 312 /vailrestaurant 148 / 223 ⇩ Users Flow » Country : United States © 2015 Google All Sessions 100.00% Vail Beaver Creek Restaurant Week 2015 Survey Card Findings 59 Survey Cards Collected Demographic breakdown VV Vail Valley (Eagle to East Vail) = 13 = 22% OS Out of State = 24 = 40.7% FR Front Range = 10 = 16.9% CO Colorado, other = 8 = 13.6% Unknown = 4 = 6.8% How did you hear about Restaurant Week? OL, Online = 5 = 8.5% NP, Newspaper = 15 = 25.4% CON, Concierge = 4 = 6.8% WM, Word of Mouth = 18 = 30.5% PE, Previous Experience = 7 = 11.9% Other = 10 = 16.9% How many Restaurant Week Participants did you visit? 1 Location Visit = 37 = 62.7% 2-3 Visits = 18 = 30.5% 4 or more* = 4 = 6.8% Diners who ordered a $20.15 Special No = 5 = 8.5% Yes = 52 = 88.1% Unknown = 2 = 3.4% % of Guests who stayed in a Vail Valley Lodge No = 35 = 59.3% Yes = 22 = 37.3% Unknown = 2 = 3.4% Number of Nights Stayed 0 nights = 35 = 61.4% 1-2 nights = 6 = 10.5% 3-4 nights = 12 = 21% 5 or more Nights = 4 = 7% Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 10% 20% 30% 40% P e r c e n t R e s p o n d i n g 26% 34% 27% 6%7% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Gender Female Male State/Country Colorado California Florida Wyoming Missouri Austria United Kingdom 5% 29% 25% 42% 50% 50% 79% 5% 2% 2% 2% 2% 2% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 19.3K Attendance Estimate Are you staying:In paid lodging With friends/family Vacation home/timeshare Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 59% 20% 22% 0% 0% 38% 13% 31% 6% 13% 11% 20% 57% 4% 4% 4% 69% 4% 18% 0% 0% 7% 2% Nightly Rate (if Paid) Average: $202 Median: $200 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% P e r c e n t R e s p o n d i n g 30% 2%2%5%0% 15% 0%0%4%0% 43% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 54% 26%20% 34% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants / bars / prepared food vendors Lodging Shopping Other items, excluding lodging Recreation (race entry fees, golf, bike rental, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e .. $91 $65 $11 $6 $5 $4 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $124.88 $1,748,360.71 $14,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Restaurant Week, September 25 - October 4 Survey technique: Intercept. Qualified sample size: 151 randomly selected pedestrians in VV and LH who said they were 50-100% likely dine at a participating V.R.W. restaurant today and select a $20.15 special. (Please note that sample sizes are smaller for subgroups.) Additionally, for purposes of estimating attendance, participating restaurants were asked to provide sales revenue, guest count, and number of $20.15 specials sold during the VRW period (usable sample=10 restaurants). Number of years event has taken place in Vail (including 2015): 3. Overnight only Average Overall Full-time downvalley resident Full-time resident of Town of Vail Day visitor Overnight visitor Seasonal resident of Vail Valley 3.0 3.0 6.0 7.5 8.3 5.5 Overall 4770 Baseline Rd, Suite 360 • Boulder, CO 80303 • 303/449-6558 • 303/449-6587 FAX • www.rrcassociates.com Vail Restaurant Week 2015: Restaurant Sales Statistics Prepared by RRC Associates, 10/27/2015 Restaurants participating in 2015 Vail Restaurant Week (VRW; September 25 – October 4, 2015) were asked to provide sales statistics for the event by means of a survey. Restaurants were asked to provide aggregate sales revenue, aggregate guest counts, and the aggregate number of $20.15 specials sold over the course of the 10-day event. Ten of the 29 restaurants participating in VRW provided complete data for all metrics requested, and an additional two restaurants provided partial data. For the sample of 10 restaurants providing complete data, we calculated average “per-restaurant” sales, guest counts, and the number of $20.15 specials sold. We then extrapolated the averages to all 29 Vail restaurants that participated in VRW, assuming that reporting and non-reporting restaurants had similar average per-restaurant performance. This results in projected aggregate sales statistics across the 29 participating Vail restaurants during Vail Restaurant Week. As shown in Table 1 below, based on this methodology, we project that during the 2015 Vail Restaurant Week period, the 29 participating Vail restaurants generated approximately $1.97 million in sales, served approximately 46,840 guests, and sold approximately 19,305 $20.15 specials. Table 1 Projected Total Sales and Guest Counts during Vail Restaurant Week 2015 at Participating Vail Restaurants (Results are projected to all 29 Vail restaurants participating in Vail Restaurant Week) (Extrapolations are derived from data provided by 10 participating Vail restaurants) Average per Restaurant (based on 10 responses) Total: Projected to 29 Participating Restaurants 2015 Sales (Sep 25 - Oct 4) $67,990 $1,971,709 2015 Guest Count (Sep 25 - Oct 4) 1,615 46,840 2015 $20.15 Specials Sold (Sep 27 – Oct 6) 666 19,305 A similar sales survey and analysis was conducted following 2013 Vail Restaurant Week, with 12 restaurants providing complete data that year. Although the mix of responding restaurants was different each year (necessitating caution in comparing 2015 vs. 2013 results), the data suggest that sales associated with VRW have likely increased since 2013. In particular, subject to the caveat above about sample differences, the aggregate guest count during VRW is estimated to have risen by 18 percent, and the aggregate number of $20.15 specials sold is estimated to have increased by 60 percent, from 2013 to 2015. Again, these extrapolations should be interpreted with caution, but they would appear to directionally indicate that sales volumes have increased.