Loading...
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