HomeMy WebLinkAbout2016 Top Shelf Harvest RecapEvent Recap: Top Shelf Harvest Vail
Commission on Special Events
December 7, 2016
Photos compliments of Reign Magazine
Top Shelf Harvest: December 7, 2016
Event Producer: Eagle Valley Events – Laurie Asmussen, Owner
2 Town of Vail | CSE | 12/7/16
Office: (970) 328-1182
Mobile: (970) 376-3756
laurie@eaglevalleyevents.com
Estimated Results*
3 Town of Vail | CSE | 12/7/16
•Based on info entered at
Ticket purchase.
•Estimated attendance: 450
•Number/percentage of people in Vail specifically for event: 65%
•Number/percentage of people who attended the event in previous years: 350
Estimated Results*
4 Town of Vail | CSE | 12/7/16
•Attendees came from (local, regional, out of state, international): With no
survey data exact numbers and percentages are not known but below
numbers are based on 2015 survey data.
- 32% locals
- 68% overnight guests
- 82% were from Colorado
Importance of Event - Intent
5 Town of Vail | CSE | 12/7/16
•Although some attendees purchased
tickets in advance and came to Vail for
the event, as an ambient event, the
majority of attendees were visiting,
deciding to attend the event once in
Vail.
Estimated Results*
6 Town of Vail | CSE | 12/7/16
•Lodging:
•Estimated room nights booked due to event association - 117
•Location of lodging - Lodge at Vail and rooms obtained through “Vail
on Sale”
•Type of lodging – All paid
•Nightly rate for lodging - $192
•Number of people staying in the accommodation – Single and double
occupancy
•Average spending: (Based on 2015 Survey Data)
•Dining: $12,199
•Shopping: $12,199
•Other Activities: $4,383
* Based on survey results.
NPS (Net Promoter Score)
7 Town of Vail | CSE | 12/7/16
Would you recommend this event to
someone else?
With no survey data collected, a formal
NPS is not available. However
anecdotally, comments at the event were
all positive and attendees seemed to
enjoy themselves, remaining at the
event the entire time.
Estimated Return on Investment (ROI)*
8 Town of Vail | CSE | 12/7/16
•Additional Town of Vail spending event generated:
•Ratio of increased revenue to amount of funding received:
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax:**
With no survey data the below estimates are for lodging only.
119 rooms x $192 = $22,464 + 5.4% = $23,677. Therefore the TOV received
approximately $1,213 in sales tax on the hotel nights alone.
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information:
http://www.vailgov.com/subpage.asp?dept_id=48
Vail Brand Compatibility
The Premier International Mountain Resort Community
9 Town of Vail | CSE | 12/7/26
The event met the standard of
excellence by:
•A high-end, boutique-style
tasting, featuring Colorado-
made spirits, brews, and wine
offered in a festival setting
during the spectacular Fall
Season.
Event Strengths & Weaknesses
10 Town of Vail | CSE | 12/7/16
•Exceeded expectations in these ways – Met the challenge of low
restaurant participation by offering culinary tastes from local caterers that
compliments the specialty cocktails, beer, and wine.
•Get on restaurant’s event calendar earlier to avoid burn out and
resistance to participating after the event-intense summer season. Would
also promote earlier via Restaurant Week promotions, as well as in the
Front Range to encourage overnight stays in Vail.
•Attendance increased over 2015
Community Contribution
11 Town of Vail | CSE | 12/7/16
•Describe how the event impacted Vail’s sense of community:
•$1000 donated to Eagle Valley High School Foundation
Topline Marketing Efforts
12 Town of Vail | CSE | 12/7/16
•Denver Center for the
Performing Arts event
program ad
•Partnership with Sir & Sport
magazine for a launch party
at Denver Athletic Club
•KBCO Radio promotion &
weekend get-a-way give-a-
way
•Tie in with V BC Restaurant
Week
•Groupon
Potential for Growth & Sponsorships/Media Exposure
13 Town of Vail | CSE | 12/7/16
•Expand on partnership with V BC Restaurant Week to create stringer tie
with event
•Earlier Front Range promotions with measurable overnight stays
•Better buy in from restaurant community
Sustainability Efforts
14 Town of Vail | CSE | 12/7/16
•What measures were taken at your event to
support the environmentally-friendly goals of
the Town of Vail?
•100% of our materials were recyclable and
compostable
•Worked closely with Arrabelle staff to manage
event waste recycling
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
15 Town of Vail | CSE | 12/7/16
•Total event budget: $23,490
•CSE funds: $15,500
•Profit and loss: $2,145 profit
•Funding utilization: Marketing and infrastructure cost
•In-kind sponsorship: $2,500 + $4,000
•Cash sponsorship: $0
* Event producer to attach detailed budget for recap
Additional Information
16 Town of Vail | CSE | 12/7/16
•Provide detailed budget in complete PDF please
Additional documents attached to presentation:
2016 Top Shelf Harvest
Final Event Budget
Revenues:
CSE Contribution $ 15,500
Guest ticket sales 6,750
Groupon special tickets 1,240
Total Revenues: $ 23,490
Expenses:
Advertising/Promotions $ 9,630
Ad Design/Vail branding
Printing/posters/brochures
Local Newspaper & Radio ads
Front Range promotions:
Reign magazine promotion
KBCO Radio promotion
Event supplies 4,340
Event Signage
Street banners/additional
Tasting cups/plates/etc
Gift bag supplies/promo cards
Commemorative glasses
Operating Expenses 3,425
Entertainment
Lodging-entertainers/distillers
Equipment/Sound System Rental
Restaurant reimbursement
Website development/updates
Distillery/Wine expenses
Arrabelle fees
Security 1,200
Administrative Expenses 2,750
Staffing
Bartending
Permits
Event Insurance/Alcohol liability ins
Total Expenses: $ 21,345