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Home My WebLink About2016 Big Beers Event RecapBig Beers, Belgians & Barleywines Festival March 2, 2016 Big Beers, Belgians & Barleywines Festival January 7 – 9, 2016 Office: 970.977.0100 Mobile: 970.977.0100 bigbeersfestival@hotmail.com 2 Town of Vail | CSE | 3/2/2016 Attendance Estimate 3 Town of Vail | CSE | 3/2/2016 •How would you impact attendance next year? The attendance is maxed out for our current location, which will not be available next year. We will need to shrink our largest event in order to find a location for it. To increase the size of the overall weekend, we need to add additional events on additional days. First, however, we need to find a home for 2017. Visitor Type 4 Town of Vail | CSE | 3/2/2016 •Was this the visitor type split you expected? Yes •Why or why not? Please explain. This is the traditional split for our event. The full-time resident number continues to increase, which is nice to see. •What steps would you take to optimize visitor mix? We will continue to market locally & (inter)nationally, but I think it’s pretty optimal now. Overall Visitor Profile 5 Town of Vail | CSE | 3/2/2016 •Who was your anticipated target demographic? This is it. •Did you reach your target demographic? Yes. •Why or why not? By the nature of the location and the level of the event experience ($ + culinary awareness), we reach these people. •What would you change to reach that audience next year? We will continue to reach out for more national and international guests as well. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 3/2/2016 •What measures did you take to incentivize attendees to book lodging in the Town of Vail? All of our sponsored lodging was in the Town of Vail & advertised on our website. Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 3/2/2016 •What actions did you take this year to generate the number of overnight guests? Adding the additional event on Thursday night has increased the overnight length of stay. •How would you increase the number of overnight Vail guests coming for the event next year? Locate additional lodging at these rates. NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 3/2/2016 •Do you think the NPS scores reflect the attendee event experience? Yes, although based on the comments I would say it might be actually higher. •What steps would you take to improve the NPS scores for your event next year? Find a comparable location so that we can hold the event. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 3/2/2016 •What did your event do to encourage spending in Vail? Many of our 115 breweries and importers schedule promotions & events throughout Lionshead, Vail Village and West Vail. A lot of our guests attend. Vail Brand Compatibility The Premier International Mountain Resort Community 10 Town of Vail | CSE | 3/2/2016 The event met the standard of excellence by: •Big Beers, Belgians & Barleywines Festival brand recognition as the ski and snowboard destination for the elite among the craft beer industry - and their fans - annually. •Big Beers Festival net promoter score for 2014 was 79, with 81% of respondents Extremely Likely (9 or 10 out of 10) to recommend the event to friends or family members. The 2016 NPS was 87. •The variety and high quality of events scheduled throughout the weekend provide education for the individual’s palate and exposure to culinary arts, not limited to brewing alone. •The schedule of events is not limited to a single venue and provides ample opportunity to explore & patronize Vail Village/Lionshead and enjoy Vail Mountain. •The Big Beers Festival features international products, touts international industry history & culture, and frequently hosts international guests. Event Strengths & Weaknesses 11 Town of Vail | CSE | 3/2/2016 •Exceeded expectations in these ways: •Increased attendance to 1675 for Commercial Tasting with zero security issues. •Improved brewer check-in and increased exit efficiency for both attendees and participants. •Changed the third dining event to a late afternoon Small Plates & Craft Beer Pairing at Terra Bistro, therefore offering a different price point for the guest and reducing confusion between dining options. •The split sessions for the Homebrew Competition Judging were a huge improvement over the previous single session. •Increased space for coat check was very helpful. •Measures that could be taken for event improvement: •Parking will always be an area that can use improvement. •This year the # of bathrooms, although the same as last year, did not seem to be sufficient. •For repeat event, comparison to past years: •We continue to refine and tweak our operational systems, usually with success. Our brewer check-in is still not streamlined, so we will continue to work on that regardless of location. Community Contribution 12 Town of Vail | CSE | 3/2/2016 •Describe how the event impacted Vail’s sense of community: •Big Beers banners brought heightened awareness of the event all week in Lionshead and Vail Village. •Big Beers participants set up promotions throughout Vail, Lionshead, & West Vail at Mountain Standard, Tavern on the Square, Vail Ale House, & Bol to name a few. •Big Beers tickets were on sale at Alpine Wine & Spirits and West Vail Liquormart with many people from out of town reserving tickets by phone and making them a destination upon arrival. •Big Beers posters and information were available locally at host hotels, on TV8, AMT and KZYR radio stations, and in the Vail Daily extensively. •Town of Vail transportation and the Vail Cascade shuttle were used extensively. •Vail Valley Charitable Fund as the beneficiary raises awareness as well, especially community-wide Topline Marketing Efforts 13 Town of Vail | CSE | 3/2/2016 •Big Beers website •Internet articles/blogs/media exposure •Advertising with Westword •Social media activity •Facebook/Twitter •Printed articles/ads/media exposure •All About Beer Magazine •Vail Daily •Brew Your Own Magazine •Television & radio exposure •Posters locally & at breweries •Event calendars: Colorado, Town of Vail, Breweries, Brewers Assn, American Homebrewers Assn, Magazines (DRAFT, All About Beer, Zymurgy, The New Brewer, Encompass, Brew Your Own, etc.) Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 3/2/2016 •Event growth will be focused on increased financial strength rather than increased attendance, as space is currently maxed out. •Specific weekend events other than the Commercial Tasting will be reviewed for strength and improvement, then improved or replaced. •Auxiliary events continue to be added organically by breweries and event sponsors outside of the weekend festival schedule. •Industry sponsorships have increased substantially. Increased sponsorship efforts, and potentially increasing the sponsorship rates, will be beneficial. •Efforts to attract a lifestyle sponsor(s) will continue to be initiated. •Efforts to increase mainstream media exposure will also be initiated. Sustainability Efforts 15 Town of Vail | CSE | 3/2/2016 •What measures were taken at your event to support the environmentally- friendly goals of the Town of Vail? •The Vail Cascade’s Destination Earth program provides the ability for the Big Beers Festival to sort and recycle all glass, plastics, cans, cardboard, and paper throughout event weekend. •Big Beers Festival has purchased glassware to be used for seminars, dinners, and other events rather than plastic wherever possible. •When presenters, notably the Brewers Association, bring their own plastic glasses, they are extremely conscious about being recyclable or compostable. •The brewing industry as a whole has very high standards set for its members and educates proactively about being 100% sustainable. Cans are replacing glass at an increasing rate, and environmental responsibility is one fundamental reason The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Event Budget 16 Town of Vail | CSE | 3/2/2016 •Total event budget: $105,000.00 •CSE funds: $10,000.00 •Profit and loss: ($343.55) •Funding utilization: Expansion operational supplies, such as additional trash cans for ice and secure wireless network for media/retail, and Marketing growth. •In-kind sponsorship: $1100 + lodging discounts, radio and television interviews/announcements, Vail Daily ad, Avon Bakery bread, All About Beer Magazine ad, Brew Your Own Magazine ads, etc. •Cash sponsorship: $26,500.00 * Event producer to attach detailed budget for recap Additional Information/Appendix 17 Town of Vail | CSE | 3/2/2016 •2016 Media Samples: •Draft Magazine: 101 Beer Experiences - Drink in Winter http://draftmag.com/101-beer-experiences-drink-in-winter/ •Jonathan Shikes, Westword http://www.westword.com/restaurants/five-breweries-to-watch-from-vails-big-beers- fest-7534443 •Denny Conn & Drew Beechum, Experimental Brewing http://www.experimentalbrew.com/ (podcast #6 - about 16 minutes in) •Dan Rabin, Celebrator News http://www.fricke-parks.com/Emags/CBN_Feb_Mar_16/#/8/ •Tristan Chan & Team, PorchDrinking.com http://www.porchdrinking.com/articles/2016/01/12/2016-vail-big-beers/ •Spoiled Beer Brat Productions: https://www.youtube.com/watch?v=GzMMBdt9yBM •Brittany Werges, 303 Magazine (this really is 2016) http://303magazine.com/2016/01/highlights-from-the-2015-vail-big-beers-belgians-and- barely-wines/ Additional Information/Appendix 18 Town of Vail | CSE | 3/2/2016