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Home My WebLink About3. 2015 Vail Farmers Market Recap CombinedVail Farmers’ Market & Art Show Vail Farmers’ Market Farm to Table Series Wrap up 2015 Vail Farmers’ Market and Art Show: June 19th-‐October 4th, Sundays 10 AM-‐ 3:30 PM Event Producer & Meadow Drive Partnership: Angela Mueller, Director Office: 970-‐401-‐3320 vailfarmersmarket@gmail.com Standard of excellence met by: • The Vail Farmers’ Market and Art Show brings the acOve outdoor enthusiast into town. The guest takes Ome to explore our town by exploring the streets of Vail. The market has created a sense of community in Vail, where the locals can come and have lunch and purchase their produce and craQs and tourists come and enjoy the outdoors while they shop in Vail. • We offered acOviOes for the culinary, acOve outdoor enthusiast to come. The 2015 survey has found that hiking, mountain biking, road biking and travel are all reasons the guests came to Vail. • The Vail Market makes Sundays the busiest day in town for many businesses. Vail Brand CompaHbility “Premier Interna0onal Mountain Resort Community” Strengths: We exceeded expectaHons! Brings in over 202,534, people into Vail for the summer. This would not happen if there was not a Market. We see families come each and every Sunday, the visiOng tourists staying in Vail, and the Coloradans coming in for an acOve day in the mountains. The event markets Vail: The Vail Farmers’ Market and Art Show Increased business for the town of Vail from June 19th to October 4th, 2015. Added value to the guest experience in Vail. The Vail Farmers’ Market and Art Show gave visiOng tourists a reason to stay in Vail instead of traveling to another town for entertainment. The average number of nights stayed by those staying paid lodging within Vail was 3.5 nights. The Vail Farmers’ Market and Art Show produced approximately 9,222 room nights. The esOmated gross revenue generaOon was approximately $11.7 million. Each year we have seen this grow. Colorado visitors have a reason to come back another weekend aQer visiOng. The survey has found that guests plan to come back at least 3.4 Omes. Event Strengths & Weaknesses This year our markeOng of the Vail Farmers’ Market and Art show included the following adverOsing: The Vail Farmers Market increased parOcipaOon in all summer events. We enhanced our Market by showing how buying local truly works. We added to this with our Farm to Table Series. Our ads encouraged folks to come to Vail for mulOple days, for mulOple events and to stay overnight in Vail hotels. This added bonus for the Town of Vail and all events creates a true community feel for Vail. As with all events, weather was a deterrent this year at Omes. We sOll had visitors on rainy days, just not as many. Event Strengths & Weaknesses We have created a venue where the locals are able to come and purchase their produce and specialty items and the tourists can come and enjoy the day with the entertainment and shopping. We saw this each Sunday; locals coming back and the visitors staying all day. The restaurants and shops all say Sunday is their best day and it keeps growing. The adverOsing that we have received from the Vail Daily and the Radio StaOons have put our market out there for all of Colorado to see. The Vail Daily/Colorado Mountain News Media as our presenOng sponsor gave us $200,000 of in kind ads, which put the Vail Farmers Market & Art Show out to all Colorado Residents. Event Strengths & Weaknesses We listened to what our survey has told us and we will be working on: 1.We will use the funds from CSE and our sponsorships to ensure the market conOnues to be a true farmers market. The survey results saw an increase in specifically coming to Vail for the event increased from 47% in 2014 to 64% in 2015. We also will be having a series of Farm to Table Dinners that will encompass the chefs of our market. Held from June-‐ September. More farmers means a more authenOc Colorado Market and one of the the most conOnued requested items from our survey (more produce) that we can effecOvely address. • For repeat event, comparison to past years: This year has been an off the charts success. We see this event grow every year and at this point we will make sure the authenOc Colorado made quality is enhanced for everyone, including Town of Vail business booths. Event Strengths & Weaknesses • Total event budget: 2015 attached • CSE funds: we received for 2015: $35,000 • Profit and loss: attached • Funding utilization: The CSE funds were used for marketing the event. The event cut back on its marketing for the event. We utilized the money that CSE had given to ensure there was a weekly update of what was happening in town each week. We used the funding to market the Vail Farmers’ Market Farm to Table series. • In-kind sponsorship: The Vail Farmers’ Market and Art Show has in kind sponsorship from the town for garbage pickup and has had an in kind sponsorship with the Sebastian, Vail Daily and Vail Resorts. The Vail Daily gives us $200,000 of in kind sponsorship for the Market. • Cash sponsorship: We had sponsorship from First Bank, Food Network, Meadow Drive Partnership, Slifer Smith and Frampton, and CSE. Event Budget EsOmated agendance: 202,534 guests 9,000-‐16,000 a Sunday • % of people in Vail specifically for event: The Vail Farmers’ Market and Art show esOmates that there were 202,534 people in Vail for the market over Summer 2015. The gross revenue generated by these guests is $11,700,000. • % of people agended previous years: Intercept surveyed 534 people over the 16 Sundays of the market. We found that 80% are very or extremely likely to return in the future. 66% were returning guests and 34% were first year agendees. On average the respondents agended 3.4 Vail Farmers’ Markets in 2015. *Based on survey results EsHmated Results* A;endance Numbers • Agendees came from (local, regional, out of state, internaOonal): Local: 25% In State (non local): 32% Out of State: 42% InternaOonal: 2% • Average age and income bracket of agendees: 82% were between the ages of 25-‐64. The weighted average age from survey was 46.9 years The average of children less than 18: 7.6 years We found that 54% were male and 46% were female. 20% came with dog The income bracket: 58% of agendees had an income level of $100,000 -‐$500,000 plus 21% were at the $55,000-‐99,999 income level *Based on survey results EsHmated Results* Demographic Profile • Lodging: 2015: $2,440,282 was spent in lodging during the Vail Farmers’ Market. 66% agendees stayed in Town of Vail: 27% of agendees stayed in paid lodging, 10% stayed with family/friends, 14% were second home owners, 11% Omeshare 25% Vail is primary residence 13% it is a day trip • Average amount spent on lodging/day: The average amount of room nights generated in Vail was 3.5 nights. The average cost for a room was $264 per night. • EsOmated room nights booked due to event associaOon: 9,222 nights • Lodging call to acOon: (Based on only Vail Stays) • Dining: $3,529,408 revenue dollars were spent on dining in Vail • Shopping: $4,500,115 revenue dollars are esOmated to have been spent in retail stores and vendors at market • Other AcOviOes: $1,290,312 was esOmated to have been spent on other acOviOes in Vail. *Based on survey results EsHmated Results* Event A;endee Es0mated Spending AddiOonal Town of Vail spending event generated: • RaOo of increased revenue to amount of funding received: The esOmated revenue of $11,700,000 and the CSE funded the VFM 35,000 for the Market and the Farm to table Series. That is .00299145% of the CSE funded money. The Vail Farmers’ Market and Art Show generated $11.7 million dollars Sales tax we generated for the 16 Sundays is an esOmated: $468,000 from the visitors in town. For a 35,000 investment-‐ you are gekng nearly an 900% return. AddiOonal sales tax revenue generated by event accrued to Town of Vail:** The Vail Farmers’ Market has 130 vendors each Sunday that bring in sales tax dollars for 16 Sundays of the summer. The town has these numbers. * Based on survey results. ** Town of Vail sales tax = 4%. Lodging tax = 5% EsHmated Return on Investment (ROI)* SaOsfacOon raOngs: • Net Promoter Score is 82 • 80% of visitors are “very” or “extremely likely” to return in the future • Overall SaOsfacOon-‐ 4.8 (using a scale of 1 to 5, where 1=Not at all saOsfied and 5= Extremely saOsfied) • 65% of the agendees came to Vail, CO specifically for the Market. *Based on survey results. Visitor Intent to Return* The following efforts were made to promote the Vail Farmers’ Market and Art Show. (Examples have been agached at the end of this presentaOon) Vail Daily had full page ads run weekly during the market season The Summit Daily: Had 2 full page ads per week The Aspen Times had 1 full page ad per week The Social Media/website ads were on vail.com vail-‐calendar.com facebook.com visitvailvalley.com magazine.inspirato.com thedailymeal.com vaildaily.com vailcascade.com There were Four Mountain Radio StaOons running ads during the Market Season: (Per week ads) KRYSTAL-‐ 30 Frisco KSKE-‐ 24 Vail KQSE-‐ 14 Gypsum The Mile-‐ Minturn Topline MarkeHng Efforts Topline MarkeHng Efforts Topline MarkeHng Efforts Social Media Topline MarkeHng Efforts PR Total Vail Farmers’ Market & Art Show and Farm to Table Dinner Coverage 15+ Local and Regional Placements 2015 More than 700,000 media impressions Press announcements for Farm to Table Dinner Series & Farmers’ Market Opening went out to Front Range Media Developed customized pitches to local and Front Range Media around Dinner Series and Farmers’ Market Pitched naOonal media for ‘Best of Farmers’ Markets’ in 2016 Hosted select media to Farm to Table Dinners including: Vail Daily MTN Town Magazine Vail Valley Magazine Dallas Morning News/Bindu.com Topline MarkeHng Efforts PR Fox31 Explore Colorado: Vail Farmers’ Market & Art Show with Jennifer Broome. Watch here Topline MarkeHng Efforts PR MTN Town Magazine Online: Vail Farmers’ Market Farm to Table Dinners Vail Daily: Vail Farmers’ Market Hosts Last Farm to Table Dinner Vail Daily: Vail Farmers’ Market Kicks Off Sunday Vail Daily: Vail Businesses Look to Agract Younger Visitors Topline MarkeHng Efforts PR Denver Food Examiner: Vail Farmers’ Market Adding New Farm to Table Dinner Series Vail Valley Magazine Online: Vail Farmers’ Market a Must See Denver Food Examiner: Recipe from Mountain Cupcakes Colorado Peach Jam Denver Food Examiner: Recipe from Harvest Colorado Apple Buger MTN Town Magazine: Preserving Recipes The Market adverOsed and promoted our farmers and Colorado made arOsans. The Farm to Table Series addiOon to the market gave us more opportuniOes to market this event. We also sent out press releases to concierges, newspapers, radio, etc to gain the free word of mouth and media exposure. The market used their social media campaign to get the vendors info out, recipes, and info about Vail out to The Market had private eblasts from condos and real estate companies help promote the market by menOoning it in the summer acOviOes for their guests. The Vail Farmers Market & Art Show is in the VLMAD ad schedule. The markeOng of not only the Market, but also the Farm to Table Series, shows the strength of the event. We want to get people into Vail to not only be entertained by the Market, but by the stores, restaurants, events, world renowned music and acOviOes available. The sponsorship from the Vail Daily/Colorado Mountain News Media gave us $200,000 of in-‐kind adverOsing. The markeOng has given us a place in Colorado. We have found that many of our visitors are from Summit County, Aspen, The Denver area and the Western Slope. The markeOng we have created has made the Vail Farmers’ Market and Art Show recognized throughout Colorado. Topline MarkeHng Efforts The Vail Farmers’ Market and Art Show was started thirteen years ago to provide a sense of community for the town of Vail. Each year the market has grown. We have created a true community for Vail. The locals, the visitors, both in state and out all come to the Market and leave with the majority of them happy and excited to come back to Vail. We are bringing people in from all over Colorado and NaOonally. The Market is showing the visitors that have come that we have a true Colorado experience outside their hotel room. Community ContribuHon • We are 100% compostable event (with exception of water bottles). We are 89% compostable at the event. The vendors are fined if they are not compostable. • We have started a program with Eagle County Water and Sanitation District to refill water bottles at the Vail Farmers’ Market and Art Show. We will continue this, along with having water bottles for sale at the event. We would still like for the Town and events to be looking at a water filling station that will work 365 days a year for the Town. • We had the compostable stations around the market all days of the market. This was maintained by the Walking Mountains. It was a huge success and the only way the market could do this is through the town subsidy. We thank you for this. • Our guests used the extra summer bike racks around the market this year and this seemed to keep many riders from riding through town. It also promotes the use of bicycles. Sustainability Efforts Green Measures AddiHonal InformaHon Profit & Loss and 2015 Budget are a;ached 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% P e r c e n t R e s p o n d i n g 11% 66% 8%8%6% 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 Florida Kansas Illinois Georgia Utah 10% 18% 21% 51% 0% 3% 19% 24% 22% 16% 15% 1% 55% 45% 46% 7% 5% 4% 3% 3% 2% 2% Overall Visitor Profile 10K 20K 30K 40K 50K 60K 70K 80K 90K A t t e n d e e -D a y s 79.0K Attendance Estimate Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 61% 25% 13% 1% 2% 36% 11% 20% 9% 23% 4% 20% 31% 31% 9% 5% 66% 16% 2% 2% 0% 9% 4% Nightly Rate (if Paid) Average: $252 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 32% 4%7%1%1%8%2%2%9%2% 30% 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 ] 76% 17% 7% 69% Likelihood of Recommending Event to a Friend or Family Member Total Shopping Restaurants / bars / food Lodging Recreation (golf, bike rental, entry fees, etc.) Other items, excluding lodging $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 .. $176 $79 $56 $18 $12 $10 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $396.42 $13,874,665.36 $35,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Farmer's Market, Sundays June 21 - Oct 4 (16 days) The overall sample size for this survey is 142. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 11. Overnight only Average Overall Full-time downvalley resident Day visitor Full-time resident of Town of Vail Overnight visitor Seasonal resident of Vail Valley 3.5 3.5 7.9 8.8 9.2 4.9Overall