HomeMy WebLinkAbout3. 2015 Gourmet on Gore RecapSurveyed Event Recap: Gourmet on Gore
November 4, 2015
Gourmet on Gore: September 4 – 6, 2015
Office: 970.476.6797 x702
Mobile: 970.331.5312
jamesd@gohighline.com
2"Town"of"Vail""|""CSE""|""11/4/15!
Attendance Estimate
3"Town"of"Vail""|""CSE""|""11/4/15"
• How"would"you"impact"a=endance"next"year?"
• ConBnue"to"lean"in"to"Event"Partnerships,"
whether"media"or"other"partnership"
category"to"uBlize"their"reach"and"unique"
exposure"opportuniBes"through"PR,"Social"
Media"and"variety"of"collaboraBon"
opportuniBes."
• Consider"addiBonal"signage"within"the"
Farmer’s"Market,"if"allowed,"to"direct"traffic"
to"Gourmet"on"Gore.""
Visitor Type
4"Town"of"Vail""|""CSE""|""11/4/15"
• Was"this"the"visitor"type"split"you"expected?"Yes,"although"we"anBcipate"that"there"is"a"
higher"percentage"of"the"Seasonal"Resident"of"the"Vail"Valley"
• Why"or"why"not?"Please"explain."
• What"steps"would"you"take"to"opBmize"visitor"mix?"ConBnue"efforts"to"inform/
collaborate"with"area"lodging"community"with"informaBon"and"conBnue"to"grow"social"
channels."
Overall Visitor Profile
5"Town"of"Vail""|""CSE""|""11/4/15"
• Who"was"your"anBcipated"target"
demographic?"
• Did"you"reach"your"target"demographic?"
Why"or"why"not?"YES."This"worldXclass"Vail"
event"is"in"it’s"10th"year"and"strong"reason"
for"guests"to"travel"to"Vail"to"enjoy"the"
lifestyle"and"culinary"experBse."
• What"would"you"change"to"reach"that"
audience"next"year?"ConBnue"efforts"to"
inform/collaborate"with"area"lodging"
community"with"informaBon"and"conBnue"
to"grow"social"channels."
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
6"Town"of"Vail""|""CSE""|""11/4/15"
• What"measures"did"you"take"to"
incenBvize"a=endees"to"book"
lodging"in"the"Town"of"Vail?"
• We"worked"with"a"lodging"
partner,"Sonnenalp"Hotel,"
who"ran"a"specific"package"
that"was"including"in"PR"and"
MarkeBng"Efforts"
• Work"with"area"lodging"
community"to"provide"event"
assets"providing"them"the"
opportunity"to"promote."
• Event"on"Vail.com"
"
Role/Importance of Event in Intent to Visit Vail
7"Town"of"Vail""|""CSE""|""11/4/15"
• What"acBons"did"you"take"this"year"to"generate"the"number"of"overnight"
guests?"The"event"intenBonally"includes"a"strong"kickXoff"event"on"Friday"
and"Monday"event"to"enBce"guests"to"extend"their"Vail"stay."The"lifestyle"
event,"Yoga"on"the"Lawn"is"also"an"enhancement"for"guests"to"enjoy"Vail.""
• How"would"you"increase"the"number"of"overnight"Vail"guests"coming"for"
the"event"next"year?"ConBnue"to"work"with"partners"to"expand"the"social"
reach"and"overall"event"exposure.""
"
NPS (Net Promoter Score)/Likelihood to Recommend
8"Town"of"Vail""|""CSE""|""11/4/15"
• Do"you"think"the"NPS"scores"reflect"the"a=endee"event"experience?"Yes."
• What"steps"would"you"take"to"improve"the"NPS"scores"for"your"event"next"year?"It"
would"be"ideal"to"explore"a"larger"event"footprint"in"order"to"accommodate"more"
event"partners,"culinary"brands"and"offerings"for"guests.""
"
Estimated Return on Investment (ROI) & Attendee Expenditures
9"Town"of"Vail""|""CSE""|""11/4/15"
• What"did"your"event"do"to"encourage"spending"
in"Vail?"
• Restaurants"are"key"in"this"process"as"they"
are"promoBng"themselves"all"weekend"
long"and"it"works."
• Guests"describe"this"event"as"a"beauBful"
weekend"in"Vail."With""pleasant"weather"
and"less"hustle"&"bustle"than"other"Bmes"
of"year,"retailers"experience"“the"right"
people”"from"this"event.""
"
Vail Brand Compatibility
The!Premier!Interna-onal!Mountain!Resort!Community!
10"Town"of"Vail""|""CSE""|""11/4/15"
The"event"met"the"standard"of"excellence"by:"
• Gourmet"on"Gore"meets"these"standards"both"with"the"high"quality"of"the"
restaurants"as"well"as"the"overall"producBon,"organizaBon"and"strong"visual"
aestheBcs"of"the"venue.""
• Gourmet"on"Gore"not"only"offers"a"variety"of"events"for"the"whole"family"but"
includes"lifestyle"acBviBes"like"Yoga"on"the"Lawn,"Kids’"Culinary"Corner"and"
highlights"the"top"level"culinary"talent"in"Vail"while"offering"the"strong"event"
plaiorm"that"sponsors"are"a=racted"to"within"Vail,"CO."
Event Strengths & Weaknesses
11"Town"of"Vail""|""CSE""|""11/4/15"
• Exceeded"expectaBons"in"these"ways:"
• Gourmet"on"Gore"not"only"offers"a"unique"culinary/tasBng"experience"
at"affordable"prices,"but"also"a"fun"resort"experience,"sense"of"
community"and"increased"quality"of"experience"for"guests"and"
residents"during"a"holiday"weekend."
• The"conBnuaBon"of"Brunch"on"Bridge"Street"on"Monday"gave"guests"
a"reason"to"prolong"their"stay"in"Vail.""
• There"was"a"strong"mix"of"food"and"beverage"opBons"and"many"new"
parBcipants"joined"this"year"with"booths"including"Parce"Rum,"808"
DisBllers,"AnnaVail"Cheese,"Delite"and"Bol,"Remedy"and"more."
"
Event Strengths & Weaknesses
12"Town"of"Vail""|""CSE""|""11/4/15"
• Measures"that"could"be"taken"for"event"improvement:""
• The"event"was"impacted"by"less"vendor"space"available"in"2015"and"
we"anBcipate"potenBal"for"event"less"vendor/partner"space"in"2016."
While"we"look"to"conBnuously"enhance"the"event,"grow"partnerships"
and"grow"relevant"acBvaBons,"spacing"is"a"limitaBon."The"event"
would"benefit"if"there"was"addiBonal"space"allowed"within"the"
footprint"to"increase"the"number"of"culinary"offerings."
• Out"the"event’s"control,"the"event"experienced"a"slightly"slimmer"
number"of"restaurant"parBcipaBon"due"to"the"Eagle"County"fees"and"
staffing"issues"but"we"were"maxed"out"of"space"so"it"worked"out.""
"
Event Strengths & Weaknesses
13"Town"of"Vail""|""CSE""|""11/4/15"
• For"repeat"event,"comparison"to"past"years:""
• The"event"has"really"hit"stride."From"partners"and"guests"alike,"we"are"
learning"that"they"value"the"kickXoff"with"the"TasBng"Tour"and"the"
closing"day"of"Brunch"on"Bridge"Street."While"we"received"rain"on"Friday"
and"on"Monday,""nearly"all"Bcket"holders"sBll"a=ended"on"Friday"and"
the"crowds"sBll"came"out"in"between"the"showers"on"Monday."
• The"event"conBnues"to"offer"a"variety"of"ways"for"guests"to"experience"
Vail"in"unique"semngs,"interact"with"a"variety"of"culinary"talent"and"
associate"with"Vail"as"a"worldXclass"brand."
• The"weekend"of"Gourmet"on"Gore"offers"a"unique"culinary"event"which"
brings"people"into"town"to"enjoy"the"mountain,"retail"shops,"restaurants"
and"more.""
Community Contribution
14"Town"of"Vail""|""CSE""|""11/4/15"
• Describe"how"the"event"impacted"Vail’s"sense"of"community:"
• Gourmet"on"Gore"does"an"excellent"job"of"impacBng"Vail’s"sense"of"
community."This"event"offers"a"relaxed"and"comfortable"atmosphere"
to"showcase"Vail’s"culinary"delights"through"a"unique"event"plaiorm,"
with"the"Town"of"Vail"and"its"merchants"as"the"perfect"complement."
• It"features"a"variety"of"pairing"opportuniBes,"within"a"classy,"clean"
venue"which"aligns"nicely"with"the"worldXclass"resort"that"visitors"
and"locals"alike"know"and"love.""
• It"provides"a"space"and"place"for"restaurants"and"beverage"partners"
to"showcase"their"experBse,"new"menu"items,"personality"and"more"
in"a"easy"to"maneuver"semng"for"guests.""
Topline Marketing Efforts
15"Town"of"Vail""|""CSE""|""11/4/15"
• Gourmet"on"Gore"was"promoted"through"both"tradiBonal"and"nonX
tradiBonal"media.""
• The"total"value"of"media,"public"relaBons"and"event"related"impressions"
for"a"topXBer"presenBng"sponsor"(such"as"the"Town"of"Vail)"and"based"
on"the"projected"PR"and"markeBng"for"this"event"and"esBmates"from"
this"event"last"year"and"other"similar"events"$260,000"
Topline Marketing Efforts
16"Town"of"Vail""|""CSE""|""11/4/15"
Daily Weekly (Weekly Publication)
Where Where Day of Week When Impressions:
Print 1/2 Page/ 4 Color Ad Friday 21-Aug 10,000
Print Full Page/ 4 Color Ad Friday 28-Aug 10,000
Print Full Page/ 4 Color Ad Friday 4-Sep 10,000
Vail Daily (Daily Publication)
Where Where When Impressions
Print 1/2 Page/ 4 Color Ad Wednesay 26-Aug 13,500
Print 1/4 Page/ 4 Color Ad Saturday 29-Aug 13,500
Print 1/2 Page/ 4 Color Ad Saturday 29-Aug 13,500
Print 1/4 Page/ 4 Color Ad Sunday 30-Aug 13,500
Print 1/4 Page/ 4 Color Ad Wednesay 2-Sep 13,500
Print 1/4 Page/ 4 Color Ad Thursday 3-Sep 13,500
Print 1/4 Page/ 4 Color Ad Friday 4-Sep 13,500
Print 1/2 Page/ 4 Color Ad Saturday 5-Sep 13,500
Print 1/2 Page/ 4 Color Ad Sunday 6-Sep 13,500
Print 1/4 Page/ 4 Color Ad Monday 7-Sep 13,500
Mountain Living Magazine
Where Where Day of Week When Impressions:
Print Full page/4 Color August Issue 140,000
Online Website Banner Ad July and August 1,700+
Online Facebook Posts August 5,000+
Daily Weekly (Weekly Publication)
Where Where When
Radio 100 :60 ads on 97.7 2 weeks leading up
Online KZYR True. Local. Deals eblast, online presence 3 weeks leading up
Topline Marketing Efforts
17"Town"of"Vail""|""CSE""|""11/4/15"
• Vail"Jazz"FesBval"Program"–"circulaBon"20,000,"
half"page"ad"
• Several"news"releases"were"distributed"about"
the"event,"reaching"out"to"regional"and"local"
print,"broadcast"and"online"outlets"
• The"esBmated"number"of"impressions"from"PR"
campaign"was"more"than"12,000,000"+"from"
more"than"10"print"and"online"editorial"and"
calendar"placements"
Topline Marketing Efforts
18"Town"of"Vail""|""CSE""|""11/4/15"
• Several"news"releases"were"distributed"about"the"event,"
reaching"out"to"regional"and"local"print,"broadcast"and"
online"outlets"
• Highline"hired"culinary"focused"PR"contact"Denver"who"
tapped"into"her"Front"Range"connecBons"and"handled"PR"
hosBng"
• The"esBmated"number"of"impressions"from"PR"campaign"
was"more"than"12,000,000+"from"more"than"10"print"and"
online"placements"and"addiBonal"calendar"placements"
Potential for Growth & Sponsorships/Media Exposure
19"Town"of"Vail""|""CSE""|""11/4/15"
• This"worldXclass"event"offers"a"strong,"comfortable"atmosphere"for"
brands"to"engage"with"the"guest."Whether"lifestyle,"business"services"
and/or"culinary"brands,"there"is"room"to"expand"this"event.""
• Highline"conBnues"to"seek"addiBonal"media"partnerships"to"complement"
the"media"plan,"similar"to"the"partnership"in"place"with"Mountain"Living"
Magazine.""
• As"the"crat"spirit"industry"and"crat"cocktails"conBnue"to"gain"popularity,"
this"creates"a"sharp"opportunity"within"the"event"plaiorm"through"the"
TasBng"Tour,"openXair"event"and"industry"involvement."All"offering"social"
channels"to"expand"the"event"reach.""
• Highline’s"Digital"Media"Manager"created"a"variety"of"videos"that"
extended"the"reach"and"provided"sharp"content"for"the"event.""
Sustainability Efforts
20"Town"of"Vail""|""CSE""|""11/4/15"
What"measures"were"taken"at"your"event"to"support"the"environmentallyXfriendly"
goals"of"the"Town"of"Vail?"
• All"vendors"were"required"to"use"compostable"service"ware"
• Trash,"recycling"and"composBng"containers"were"used"again"this"year"and"staBons"were"created"throughout"the"venue"to"not"only"promote"triple"stream"
waste"management"but"also"to"align"more"closely"with"the"overall"high"end"feel"of"the"event"
• AddiBonally,"educaBonal"signage"specific"to"Gourmet"on"Gore"were"made"to"educate"consumers"on"products"they"were"disposing"and"which"container"to"
uBlize""
• In"the"end,"while"the"overall"look"of"the"signs"and"waste"staBons"was"an"improvement"to"the"event,"consumer"behavior"is"tough"to"alter"without"specific"
staff"at"each"locaBon.""
Sustainability Efforts
21"Town"of"Vail""|""CSE""|""11/4/15"
• We"also"assisted"vendors/restaurants"with"cardboard"recycling"throughout"the"event"
• Stella"Artois"enhanced"the"green"efforts"by"supplying"glassware"that"came"with"each"beer"purchased"and"could"be"reused"throughout"the"event"and"taken"home"
as"a"souvenir."Highline"also"promoted"the"sales"of"the"Official"Gourmet"on"Gore"wine"glass"that"was"set"at"a"very"affordable"price"
• Slifer"Smith"&"Frampton"promoted"a"Goal"Zero"charging"staBon"within"the"SSF"Live"Local"Lounge"
• Staff"carpooling"from"Denver"and"within"the"valley"during"the"event"
• Strict"no"idling"policy"for"all"vendors"and"staff"during"load"in/load"out"
• Signage"has"been"created"without"dates"to"be"reXused"year"to"year""
• Signage"that"can't"be"reused"has"been"re"purposed"at"this"event"and"others"(trash"boxes,"bags,"etc.)"
Sustainability Efforts
22"Town"of"Vail""|""CSE""|""11/4/15"
• Used"reXusable"table"linens"at"all"tents"(instead"of"disposable)"and"cleaned"as"needed"(vs."replaced)"
• Encouraged"restaurants"to"offer"vegetarian"selecBons"
• Encouraged"restaurants"to"buy"local"and"produce"dishes"using"those"ingredients"
• Used"local,"natural"décor"including"fresh"flowers,"fruits"and"vegetables"
The$Town$of$Vail$is$commi0ed$to$the$stewardship$and$protec5on$of$our$unique$mountain$environment.$$In$considera5on$of$both$
our$local$and$global$impacts$and$opportuni5es,$our$environmental$vision$is$to$demonstrate$and$promote:$renewable$energy,$
resource$efficiency,$ecosystem$protec5on,$and$community$awareness$and$educa5on.$
Event Budget
23"Town"of"Vail""|""CSE""|""11/4/15"
• Total"event"budget:"$134,130"
• CSE"funds:"$45,000"
• Profit"and"loss:"($5,015)"
• Funding"uBlizaBon:"OperaBons"and"MarkeBng"
• InXkind"sponsorship:""
• Cash"sponsorship:"$39,925""
* Event producer to attach detailed budget for recap
Additional Information/Appendix
24"Town"of"Vail""|""CSE""|""11/4/15"
• AddiBonal"event"overview"and"event/partnership"exposure"in"a=ached"PDF"
• Detailed"budget"in"a=ached"PDF"
• Survey"Dashboard"in"a=ached"PDF"
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%
20%
40%
60%
80%
P e r c e n t R e s p o n d i n g
13%
67%
10%5%5%
Visitor Type
Annual Household
Income
Under $50k
$50k-$100k
$100-$150k
$150k or more
Age of respondent Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
Gender Female
Male
State/Country Colorado
Texas
California
Ohio
Florida
Minnesota
Illinois
Pennsylvania
Missouri
Indiana
New York
Oregon
South Carolina
8%
7%
37%
48%
0%
3%
13%
21%
8%
31%
26%
0%
69%
31%
56%
10%
5%
5%
3%
3%
3%
3%
3%
3%
3%
3%
3%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
A t t e n d e e -D a y s
9.0K
Attendance Estimate
Are you staying:In paid lodging
In a vacation home/times..
With friends/family who l..
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
69%
19%
8%
4%
0%
50%
12%
15%
0%
23%
4%
15%
62%
15%
4%
0%
80%
4%
4%
4%
0%
4%
4%
Nightly Rate (if
Paid)
Average: $273
Median: $235
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
41%
0%0%0%0%
10%
0%3%3%0%
44%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor NPS
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 ]85%
10%5%
79%
Likelihood of Recommending Event to a Friend or Family Member
Total Shopping
Other purchases at
restaurants / bars /
food concessions
Food and wine
purchases at
Gourmet on Gore
Lodging
Recreation (golf,
bike rental, entry
fees, 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 n d e e -D ..$223
$78 $57 $45 $31 $12
Direct Economic Impact to TOV per Attendee-Day
2015 Event funding
Direct economic impact to TOV
Economic impact payback ratio $44.51
$2,002,966.47
$45,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Gourmet on Gore, September 4 - 7
Survey technique: Intercept. Overall sample size: 39. (Please note that sample sizes are smaller for subgroups.)
Number of years event has taken place in Vail (including 2015): 10.
Overnight only
Average
Overall
Full-time resident of Town of Vail
Full-time downvalley resident
Day visitor
Overnight visitor
Seasonal resident of Vail Valley 2.5
4.7
5.0
8.5
9.0
5.3Overall
EVENT OVERVIEW, MARKETING EXAMPLES AND MORE
Confidential and Proprietary
1
EXECUTIVE SUMMARY
• The tenth annual Gourmet on Gore, an open-air food and beverage
tasting event, was once again a huge success. This popular event
paired world-class wine, beer and spirits with the best culinary fare
from throughout the Vail Valley.
– The event took place in the heart of Vail Village on Gore Creek
Drive, International Bridge and Bridge Street
– Gourmet on Gore happened over the busy Labor Day weekend,
September 4 – September 7, 2015
– Vail Valley restaurants offered specialty dishes in taste-size
portions, which were paired with a wide assortment of wine, beer
and spirits from around the world
2
HIGHLIGHTS
• 45,000+ Attendance
• Enjoying the heart of Vail and area accounts
• 2 beer pouring stations
• 9 winemaker stations
• 3 spirit stations
• 25 restaurant and sponsor expos
• Print: 350,000+ impressions
• Digital: 300,000+ impressions
• PR: 12,000,000+ impressions
3
TASTING TOUR
PRESENTED BY ALPINE BANK
• Friday, August 29 Vail Village 6 - 9pm | SOLD OUT!
• Nearly 250 guests enjoyed a progressive tour around town
to some of Vail Village’s finest restaurants and hot spots
for the perfect start to the Gourmet on Gore weekend
• Each stop included a signature beverage as well as a
savory hors d’oeuvre to keep guests going
• 100% of the evening’s proceeds benefited Habitat for
Humanity Vail Valley
4
TASTING TOUR
PRESENTED BY ALPINE BANK
• Centered near Meadow Drive and Solaris, stops along the
tasting tour included:
– AMUSE-BOUCHE at INTERNATIONAL BRIDGE featuring
Vintage Vail – was also the pick-up location for
credentials
– CARRIE FELL GALLERY featuring TASTE 5 Catering
– CHECKPOINT CHARLIE LOUNGE featuring FOODsmith
– CINEBISTRO
– COGSWELL GALLERY featuring Big Bear Bistro
– MASTERS GALLERY featuring Game Creek
– SLIFER SMITH & FRAMPTON REAL ESTATE featuring Red
Maple Catering
– YETI'S GRIND
5
OPEN-AIR TASTING EVENT
• A wide assortment of beer, wine, champagne
and spirits at the open-air tasting event from
nearly 40 tasting/vendor tents
• Renowned chefs served culinary delights
throughout the day at crowd pleasing prices
• Guests loved the assortment of restaurants,
high quality brands, and variety of beers,
wines and spirits available
• Cause overlay with fundraising efforts for
Habitat for Humanity continued throughout
the weekend with CAO cigars sampling cigars
while raising funds for a local charity
6
BRUNCH ON BRIDGE STREET
• A select assortment of beer, wine,
champagnes and spirits at the open-air
tasting continued with 10+ expo tents
• Culinary creations included a variety of
dishes from restaurants such as Maya, Batter
Cupcakes, Big Bear Bistro, Blu’s Restaurant
and more
• The Tony Gulizia Trio added his fun energy
and toe tapping tunes into the mix
7
KIDS’CULINARY CORNER
• Gore Creek Drive, Children’s Fountain, Vail
Village, 11am - 6pm - Complimentary Admission
• Chefs in the making, this one’s for you. Kiddos
and families could find a unique atmosphere at
the Kids' Culinary Corner, located near the
Children’s Fountain in Vail. This was available
throughout the weekend for culinary activities,
crafts and fun just for kids!
• Highlights included decorating chefs hats,
creating healthy meal plans through different
activities, coloring and photo opportunities. This
area offers a relaxed yet welcoming atmosphere
for families to kick back and enjoy the event,
tastings and more.
8
YOGA ON THE LAWN
PRESENTED BY VAIL VITALITY CENTER
• Solaris Plaza Lawn, Vail Village
9am – 10am – Complimentary Admission
• A lawn full of participants enjoyed this FREE, fun
community yoga over Labor Day weekend!
• It was a great way for guests to join together
before all of the days culinary action.
• Icebreaker and Vail Vitality Center all joined
together to create this fun, easy, community
atmosphere.
9
BEHIND THE OFFICIAL POSTER
• Carrie Fell continued to provide
signed copies of the complimentary
2015 Gourmet on Gore poster to
guests as a gift and souvenir piece
for them from their Labor Day
weekend in Vail
• The poster for 2015 was titled
“Amuse-Bouche” and the original art
can be found on display at the
Carrie Fell Gallery
10
RESTAURANT PARTICIPATION
OPEN-AIR TASTING EVENT
• AnnaVail Cheese
• Batter*
• Big Bear Bistro*
• Blu’s*
• DeliZioso and OH!vation*
• DeLite and Bowl
• Ekahi Grill and Catering
• Elway’s Vail
• FOODsmith**
• Game Creek**
• Green Elephant Juicery*
• Larkburger
• Larkspur Restaurant & Market
• Ludwig's
• Matsuhisa Vail
• Maya**
• Mountain Cupcakes*
• Sweet Basil Restaurant
• TASTE 5 Catering
• The Remedy
*Participated on Saturday, Sunday and Monday
** Participated on Monday ONLY
11
BEER, WINE & SPIRITS
WINE – BUBBLY
• Achaval-Ferrer
• Beaulieu Vineyard
• Bergström Wines
• Chalone Vineyard
• Chandon Napa
• Chateau Minuty
• Cloudy Bay
Vineyards
• Château Grande
• Cassagne
• The Hess Collection
• J Vineyards &
Winery
• Jean-Paul Paquet
• Kettmeir
• Lamole di Lamole
• Loveblock
• Northstar Winery
• Rombauer
Vineyards
• Sassoregale
• Stags Leap Wine
Cellars
• Torbreck Vintners
• Torressella
• Twomey Cellars
• Veuve Clicquot
BEER
• Stella Artois
• Leffe
• Hoegaarden
SPIRITS
• 10th Mountain Whiskey &
Sprits
• 808 Distillery
• Parce Rum
12
PARTNERSHIPS
Gourmet on Gore is presented by Colorado Audi Dealers, Stella Artois,
Town of Vail, Slifer Smith & Frampton Real Estate, Alpine Bank and
Mountain Living Magazine, and Gourmet on Gore is sponsored in part
by Sassoregale, Sonnenalp Hotel, CAO, Parce Rum, 808 Distillery Eagle
Colorado, Vail Vitality Center, Carrie Fell Gallery, Vail Daily and KZYR The
Zephyr.
13
SOCIAL MEDIA
14
• Facebook examples
SOCIAL MEDIA
15
• Instagram examples
EDITORIAL
W
Vail Daily | Wednesday, September 2, 2015 | Section B
TRAVEL | HOME & GARDEN | WELLNESS | FOOD & WINE | GO & DO | MUSIC | BOOKS | TRAVEL | ART | THEATER | LIFESTYLE
HighLife
FOOD
What does 30 pounds of butter look like? Roughly the weight
of the average beagle, it’s 120 sticks, which if carefully stacked
end on end would be taller than most of the buildings in Vail
Village. That 30 pounds of butter also equates to about 1,000
cupcakes, the minimum number that Lauren Smith, owner of
Mountain Cupcakes, expects to crank out with her staff for this
weekend’s Gourmet on Gore culinary festival.
Like many others who are participating in the Open-Air
Tastings on Saturday and Sunday as well as Brunch on Bridge
Street on Monday, Smith began preparation early — as much as
possible, anyway.
“If the weather holds, I start prepping today and do whatever
we can to get ready,” Smith said on Tuesday. “It all comes down
to fridge space and what’s going to last long enough to go. All of
the cupcakes are made the day of, and the frosting the day of or
day before.”
Mountain Cupcakes will be in continuous baking mode all
weekend, supplying a steady stream of fresh confections to its
booth. The on-demand system allows the team to adjust to
what’s popular, rather than pulling from a premade stock, and
also keeps the cupcakes from drying out. A few days before the
festival, Smith will also start making French macaroons, which
come with their own challenges.
“If the weather is intermittent, I have to get there very early to
get everything done before the doors open,” Smith said. “If I can
keep a controlled environment in my kitchen, I can do what I
have to do. If the door is open and people are coming and going,
cold air coming in, warm air coming out, changing the humidity
in the kitchen — sometimes I get here at the crack of dawn and
make macaroons.
“That’s really the only way to get around the weather. But they
are so delicious, and they are so worth it.”
DOWN
By Krista Driscoll
kdriscoll@vaildaily.com
Jared Dingmann shows off Larkspur Restaurant’s answer to traffic issues at Gourmet on Gore: a bicy-
cle-towed trailer that can carry six hotel pans of the restaurant’s popular crispy beef tacos from Golden
Peak to the festival in Vail Village.
For chefs and restaurateurs,
Gourmet on Gore is all
about logistics
LARKSPUR RESTAURANT | SPECIAL TO THE DAILY
FRIDAY
6 to 9 p.m. — Gourmet on Gore Tasting Tour, presented by
Alpine Bank, Vail Village, $75 per person, space is limited
SATURDAY
9 to 10 a.m. — Yoga on the Lawn, presented by Vail
Vitality Center, Solaris Plaza Lawn, Vail Village, free
11 a.m. to 6 p.m. — Open-Air Tasting, Gore Creek Drive,
Vail Village, pay as you go
Noon to 4 p.m. — Slifer Smith & Frampton Live Local
open house tour, Slifer Smith & Frampton Lounge,
Noon to 5 p.m. — Kids Culinary Corner, Gore Creek Drive,
Children’s Fountain, free
SUNDAY
11 a.m. to 6 p.m. — Open-Air Tasting, Gore Creek Drive,
Vail Village, pay as you go
Noon to 5 p.m. — Kids Culinary Corner, Gore Creek Drive,
Children’s Fountain, free
MONDAY
10 a.m. to 3 p.m. — Brunch on Bridge Street, Gore Creek
Drive and Bridge Street, Vail Village, pay as you go
Visit www.gourmetongore.com for more information.GOURMET ON GORE, B2
Thousands will enjoy sips and bites from
Vail restaurants at the annual Gourmet on Gore culinary festival, taking place Labor Day weekend in Vail Village.
THOMAS H .GREEN | SPECIAL TO THE DAILY
Local restaurants begin preparation for Gourmet on Gore weeks ahead of the event, ordering food, planning bites and wrangling staff to keep
tents constantly cranking out food during the festival.
SPECIAL TO THE DAILY
nitty grittyto the
GOURMET
SCHEDULE
ON GORE
George and Kathy Mueller take cover under the Vail Daily Weekly while waiting for
Gourmet on the Gore’s ticket line to subside in Vail on Friday. Despite rainy weather, Vail’s
Labor Day weekend culinary event is off to a busy start and will continue through Monday.
GOURMET ON GORE KICKS OFF
TOWNSEND BESSENT | TOWNSEND@VAILDAILY.COM
the10thvail.com | 970.754.1010 |
THE 10TH
Vail’s fi ne-dining restaurant, located at Mid-Vail,
at the top of Gondola One on Vail Mountain.
Lunch, Friday – Sunday
DON’T JUST DINE OUT. DINE UP.
Beautifully renovated ski home with unobstructed views of Beaver
Creek mountain. Five bedrooms plus office/sixth bedroom,
spacious living room open to kitchen and dining, separate family/
tv room and cozy sun room that faces south make this an ideal
setting for family gatherings and vacation memories. An array of
thoughtful design details and an open floor plan that’s perfect for
entertaining welcome you to this elegant home. $5,299,000
OPEN HOUSE TODAY 2:00-4:30
55 N. Holden Road
285 Bridge Street
Vail, Colorado 81657
www.ronbyrne.com
Barbara Scrivens 970.471.1223
barbara@ronbyrne.com
This rare penthouse embraces the ideal Chateau lifestyle featuring
a grand entrance, vaulted ceilings, six bedrooms and 180 degree
views. The two-story 6,000+ sq. ft. property exudes meticulous
detail and elegance complete with a private service entrance
and discreet catering / service elevator. Truly one-of-a-kind, the
penthouse enjoys a 2,000 SF wrap-around rooftop terrace with
flawless ski slope views. Paired with The Chateau’s unrivaled
services & amenities.
OPEN HOUSE TODAY 10:00-1:00
285 Bridge Street
Vail, Colorado 81657
970/476-1987
www.ronbyrne.com
Chateau 401
The Vail Daily | Saturday, September 5, 2015 | A13
GO & DO
Gourmet on Gore goes
through Monday in Vail
VAIL — Gourmet on Gore, a festival
showcasing Vail Valley’s premier restau-
rants, as well as wines, spirits and beers
from around the world, continues through
Monday with daily tasting events.
Open-Air Tastings take place today and
Sunday from 11 a.m. to 6 p.m. Brunch
on Bridge Street closes the weekend on
Monday from 10 a.m. to 3 p.m. Each of
the events includes wine, beer and spirits
paired with special creations from Vail Val-
ley restaurants and food purveyors. There
is no cost for admission to Gourmet on
Gore’s open-air tasting events, and they are
open to the public.
Visitors also can salute the sun and the
weekend this morning from 9 to 10 a.m.
with Yoga on the Lawn, presented by Vail
Vitality Center on the Solaris Plaza Lawn in
Vail Village. This is a free community yoga
session that will energize your body before
all of the days of culinary action, with yoga
led by instructors from the Vitality Center.
The event is free; bring your mat, water
and sunscreen. Also on Saturday is the
Slifer Smith & Frampton Live Local Open
Daily staff report
newsroom@vaildaily.com
Culinary festival includes free
yoga, open-air tastings, kids
activities and more
GOURMET ON GORE
SCHEDULE
Today
9-10 a.m. — Yoga on the Lawn, presented
by Vail Vitality Center, Solaris Plaza Lawn,
Vail Village, free
11 a.m. to 6 p.m. — Open-Air Tasting, Gore
Creek Drive, Vail Village, pay as you go
Noon to 4 p.m. — Slifer Smith & Frampton
Live Local Open House Tour, Slifer Smith &
Frampton Lounge
Noon to 5 p.m. — Kids Culinary Corner,
Gore Creek Drive, Children’s Fountain, free
Sunday
11 a.m. to 6 p.m. — Open-Air Tasting, Gore
Creek Drive, Vail Village, pay as you go
Noon to 5 p.m. — Kids Culinary Corner,
Gore Creek Drive, Children’s Fountain, free
Monday
10 a.m. to 3 p.m. — Brunch on Bridge
Street, Gore Creek Drive and Bridge Street,
Vail Village, pay as you go
Visit www.gourmetongore.com for more
information.
GOURMET ON GORE, B19
VAIL DAILY TENTS:
Minturn, every Saturday • Vail, every Sunday
The Vail Daily Building, EagleVail, Monday-Friday
Artwork by Juile Leidel
SALE%OFF70
GORSUCH
GORSUCH.COM
UP T0
VAIL VILLAGE &
BEAVER CREEK
5 DAYS ONLY
B18 | Saturday, September 5, 2015 | The Vail Daily Festivals merge in Vail for holiday weekend
VAIL — Almost as impressive
as the convergence of 13,000 rub-
ber ducks on Gore Creek Sunday
was the convergence of people on
the streets of Vail Village.
The Gourmet on Gore festival
of open-air tastings, along with
the Vail Farmers’ Market, com-
bined for a food lover’s paradise,
and nice weather helped facilitate
an easy stroll through it all. Fes-
tivalgoers enjoyed a wide range
of options, reasonable prices, tol-
erable lines and South Frontage
Road parking, as more than 350
cars spilled out of the structures
in Vail and Lionshead.
Elway’s was serving 7x Wagyu
pure Japanese beef sliders for $6.
Their line extended past Vail Fine
Wines, where their booth was lo-
cated, and past neighboring shop
the Cos Bar, as well, into the next
booth, Parce Rum.
All told it was about a seven
minute wait. Michael Kozacek,
of Denver, waited the full seven
minutes.
“Well worth it,” he said. “Elway’s
beef is incredible.”
Pearce Rum was busy as well,
serving tasters of 8- and 12-year-
aged rum.
“I think people are really loving
the drink options here as well as
the food,” said Michael Suleiman
with Parce Rum.
GREAT COLOR
Art lovers couldn’t complain,
either. Carrie Fell was giving out
free signed poster copies of her
new Gourmet on Gore paint-
ing. By Sunday, she had signed
and handed out more than 500
copies.
“I’ve met people from all over
the United States here this week-
end,” she said. “It’s been really
nice meeting the people who have
been to previous Gourmet on
Gore festivals and have collected
those posters, too. This is my fifth
year doing it.”
Enjoying their first trip to
Vail and Gourmet on Gore were
George and Pam LaBonty, of
Dallas. Pam LaBonty said she
loved Fell’s use of color in this
year’s commemorative poster.
“I really went for a more sat-
urated look with the colors, and
people seem to be appreciating it,”
Fell said.
At the Vail Farmers’ Market,
Frank Guerrero said his booth
was busy with people enjoying his
colors as well. He had 15 differ-
ent varieties of peppers in yellow,
green, orange and red.
“One of the most popular are
the big Italian Marconi peppers.
It’s a little more uncommon of a
pepper,” he said. “They turn just
like the leaves, from green to red
when the nights start getting
colder,” he said.
‘CABO HERE WE COME’
But anyone in Vail wanting to
By John LaConte
jlaconte@vaildaily.com
Crowds enjoy nice
weather, wide variety
of events Sunday
George and Pam LaBonty, of Dallas, receive a signed poster from artist
Carrie Fell at the Gourmet on Gore open-air tasting on Sunday in Vail.
Gourmet on Gore continues today from 10 a.m. to 3 p.m.
JOHN LACONTE | JLACONTE@VAILDAILY.COM
LABOR DAY, A4
“I’ve met people from
all over the United
States here this
weekend. It’s been
really nice meeting
the people who have
been to previous
Gourmet on Gore
festivals and have
collected those
posters, too. This is
my fifth year doing it.”
Carrie Fell
Artist
The Vail Daily | Monday, September 7, 2015 | A3
16
• Press hit examples
MARKETING & PR EXPOSURE
• Gourmet on Gore Tasting Brochure
– A well received take away piece for guests
including tasting notes, restaurant listings, full
schedule listing, full page presenting level
sponsor ads and select half page ads
– Full color, 6”x10.5”, 22 page piece, 2,500 copies
distributed throughout Gourmet on Gore
– Distributed throughout Gourmet on Gore, at the
ID tents and a variety of wine tents at the open-
air tasting event
17
PRINT & DISPLAY
Event Poster Event E-blast Examples
18
PRINT & DISPLAY
Event Program Full Page Ad Example
19
PRINT & DISPLAY
Print Media Examples
20
PRINT & DISPLAY
Event Rack Cards
3,000 pieces distributed throughout the Vail Valley to restaurants, concierges, athletic clubs and more
21
PRINT & DISPLAY
Tasting Tour Signage Tasting Tour Credential
22
PRINT & DISPLAY
Tasting Tour Menu and Map
23
PRINT & DISPLAY
Tasting Tour Flyer and Ad
24
PRINT & DISPLAY
Event Website Vail.com/gourmetongore
25
Thank you for being part of the 10th Annual
Gourmet on Gore!
26
2015 Gourmet on Gore event budget, including all revenues and expenses.
(Estimated as of 10/19/15)
Revenues:
2015 CSE Contribution $45,000
Sponsorship (net comm) 39,925
Ticket Sales (Tasting Tour)
Glass/Bev/Food % Sales (Net
COGS/Taxes)
9,525
34,665
Total Revenues $129,115
Expenses:
Event Site:
TOV Permit/Liquor
Permits
1,725
1,725
Event Equipment & Rental Expenses:
Signage, Decorations, Supplies, Uniforms, etc. 15,000
Rental Items (dumpsters, tables, chairs, tents, porta potties,
et al.)
21,000
Bands, Stages, Lights, Sound 20,670
56,670
Manpower & Related Expenses:
Labor/Announcers 20,000
Town of Vail Police, Security 9,735
29,735
Public Relations/Marketing/Advertising:
Public Relations 2,500
Social/Digital/Website 3,000
Marketing/Photo/Video 5,000
10,500
Administrative:
Proposals/Insurance/Supplies/Phone/Postage 7,500
Charitable Contribution 5,500
Agency Fees/Production
Management
20,000
33,000
Sponsor Relations:
Lodging/Entertainment/Gifts/Transportation 2,500
2,500
Total Expenses:
$134,130-
Net
Income
(Loss):
($5,015-)