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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. 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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-)