HomeMy WebLinkAbout2. 2015 Taste of Vail Recap and BudgetEvent Recap: Taste of Vail
COMMISSION ON SPECIAL EVENTS
June 3, 2015
Event Title: April 8-11th, 2015
Event Producer : Taste of Vail, Angela Mueller, Executive Director
Office: 970-401-3320
info@tasteofvail.com
Vail Brand Compatibility
“Premier International Mountain Resort Community”
Standard of excellence met by:
• The estimated gross revenue from Taste of Vail is 1 million dollars for the
Town of Vail.
• 94% of the sample surveyed came to Vail specifically for the event. 72%
are extremely likely to return.
• 90% of paid lodging guests attending stayed in Vail.
• We feel that we met the Vail Brand by promoting Vail, the lifestyle, health
and wellness. In addition we achieved this by including all participating
restaurants, lodging and locations in all marketing for event.
• We brought an estimated 5,500 people into the Town of Vail.
• This event solidifies Vail as not only a premier ski resort, but also a first
class culinary destination.
Event Strengths & Weaknesses
Exceeded expectations:
• Taste of Vail continued with the Debut of Rosé. The event was a great
success and allowed us to hold an event in Lionshead. We have learned that
the event will be a one ticket price event and we will work at expanding this
throughout Lionshead next year.
• Vail Restaurant Night/Wine dinners were continued. We listed specials
restaurants sent us. The Taste of Vail filled village restaurants during the
week and drove more people into restaurants to help generate revenue during
the Taste of Vail week.
• The Lamb/Après event went on with great success. The event drew an
estimate of over 10,000 tickets sales.
Event Strengths & Weaknesses
Exceeded expectations:
●Taste of Vail hired Walking Mountains to follow through with mission to have a
100% compostable event. Walking Mountains did an amazing job. We were at
an 89% compostable level that is unheard of.
●We grew our social media presence and our Denver Media Day increased media
placement for event. We advertised in the Front Range leading up to the event,
based on snow levels and hotel occupancy.
●Our net promoter score for the event was 51, which we feel shows that guests
plan on coming back to be a part of an epic food and wine event.
Measures that could be taken for event improvement:
●Snow was here, but not enough to bring true spring skiers here. We will have
the event March 30-April 2nd in 2016, which is the week after Easter and when
Easter is early this brings in a guest that stays.
●Sponsorship for the event. We are in talks with a sponsor that will give us
National Coverage and we will continue to strive to find the sponsorship that is
out there.
Event Budget
Total event budget: see attached
• CSE funds: $35,000
• Funding utilization: CSE funds were used for the Debut of
Rosé event, which was a success and the Lamb/Après’
event.
In-kind sponsorship:
Vail Resorts
American Lamb Board
Four Seasons Resort, Vail
Lodge at Vail
Sonnenalp Resort
Marczyk Fine Foods
Avid Design
Tiga Advertising
Event Budget
In kind sponsorship: (continued)
TV8
Vail Mountain Coffee & Tea
Avon Liquors
Alpine Wine & Spirits
5280 Magazine
Govino
Vail Powder Cars
Resort App
Valet Wine & Spirits
Cash sponsorship:
• Audi
• Town of Vail
• AbinBev
• Slifer Smith & Frampton
Estimated Results*
Attendance Numbers
Estimated Results*
Demographic Profile
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Estimated Results*
Event Attendee Estimated Spending
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Estimated Return on Investment (ROI)*
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Visitor Intent to Return*
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Topline Marketing Efforts
• 35% of our guests were informed about event happenings via numerous e-blasts
that were distributed between September 2014 and April 2015. E-communications
were distributed to approximately 70,000 people.
• Facebook generated: 572 new followers, 321 new on Twitter and 365 on Instagram.
We exceeded social media goals of growing our following by over 20%. Through
continual engagement with unique posts, the agency was able to grow followers to
over 6,074 using all our social media channels.
• The Taste of Vail Treasure Hunt resulted in both media placements and
attendance for the 2015 event.
• TOV hosted 21 writers from local, regional and national publications including Vail
Daily, TV8, Denver Post, Denver Life, Forbes Life, Boston Herald, Travel Channel,
Westwood and freelancers who write for publications such as SFChronicle, About.
com, AAA Western Journey, Sunset, Denver Life, etc.
Topline Marketing Efforts
Our print publications for 2015 were:
5280 Magazine
Boston Herald
Denver Life
Denver Post
Vail Daily
Forbes Life
Denver Post
CBS Denver
Travel Channel
Westword
Wandermelon
Postcards: Went to restaurants, wineries, lodging and sponsors
(three different postcards)
Taste of Vail banners
Parking Structure Ads
Eagle Airport ads
Eat Ad
Topline Marketing Efforts
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Community Contribution
Taste of Vail is a celebration of the outstanding food, wine and culture that is abundant in
beautiful Vail, Colorado.
The Taste of Vail’s impact on the community is from the promotion of Vail as a world class
culinary destination.
Events were held throughout Vail: Vail Mountain, Gore Creek Drive, Lionshead and many Taste
of Vail restaurants and hotels, who hosted Showcase Dinners and educational seminars. A
sample of a few of the wine dinners were:
● Blu’s Taste of Vail Wine Pairing
● Taste of Vail Food & Wine Experience- La Tour
● Vail Chophouse Hess Collection Wine Pairing
● An Evening with Van Duzer Vineyards at the Sonnenalp Hotel
● Mountain Standard & Ole’ Imports- Seven Deadly Sins Dinner
● Larkspur & Taste of Vail present the James Beard Foundation’s Celebrity Chef Tour
● Zino Ristorante Wine Dinner with Ca’ del Bosco
● Terra Bistro Wagyu Triptip Steak and 2010 Herdade Do Esparao Gouriga Nacional Pairing
Community Contribution
The community is a large part of our event because Taste of Vail is a volunteer
organization. We rely on the Vail community to enhance the experience of the large
number of guests that attend the four-day event from all over the world. We typically
have 42 volunteers on average at each event. The event used a total of 176
volunteers to facilitate the event.
Sustainability Efforts
Green Measures
● We begin by utilizing post consumer recycled paper on all collateral and printed
materials.
● We were innovative in our use of corn based service-wear both plates and utensils.
● All was approved by Walking Mountains Science Center and by Honeywagon as
compostable for our area.
● We hired Walking Mountains Science center to ensure all of our vendors/guests
composted as much as possible. Walking Mountains oversaw all our events.
● At each station recycling was available.
● By the very nature of the event we encourage public transportation and shuttles.
● We will continue to have Walking Mountains at our event to ensure all composting and
recycling is done properly and we can reach the 89% compostable level or above.
Additional Information
● Budget Attached
● Wrap-up for sponsors is
attached
Additional documents attached to
presentation:
Thank you to Town
of Vail
The Taste of Vail would like to
thank the town of Vail for working
with us and making the 25th
Annual Taste of Vail a grand
success. We appreciate all your
support with our event.
The event has been able to grow
and change with the Town of Vail’
s support and we appreciate
everything you have done for us.
Thank you.
Taste of Vail
Profit and Loss Standard
Accrual Basis
Sept 1, 2014- June 1, 2015
Income
3000 Interest Income 8.55
3100 Auction Revenue 11,517.00
Total 3200 Sponsor Revenue 110,354.43
Total 3300 Ticket Revenue 156,102.69
Gross Profit 277,982.67
Expense
5000 Event Expense
5100 Rose 15,203.69
Total 5300 Grand Tasting 35,482.46
Total 5400 Lamb Cookoff 23,142.94
Total 5500 Pinic 15,161.84
Total 5800 Other Event Costs 11,989.08
5000 Event Expense - Other 6,167.11
Total 5000 Event Expense 107,147.12
Total 6000 Advertising & Promotion 78,500.00
7000 General & Admin Exp 59,057.22
Estimated June-August expenses 20,517.00
Total Expense 265,221.34
Net Income 12,761.33