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5.d. 2016 Recap Gourmet on Gore
Surveyed Event Recap: Gourmet on Gore November 2, 2016 Gourmet on Gore: September 2 -5, 2016 Office: 970.476.6797 x702 Mobile: 970.331.5312 jamesd@gohighline.com 2Town of Vail | CSE | 11/2/16 Attendance Estimate 3Town of Vail | CSE | 11/2/16 •How would you impact attendance next year? •Continue to lean in to Event Partnerships, whether media or other partnership category to utilize their reach and unique exposure opportunities through PR, Social Media and variety of collaboration opportunities. •Consider additional signage within the Farmer’s Market, if allowed, to direct traffic to Gourmet on Gore. Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records21% 74% 5% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding50% 13% 27% 1%4%5% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $23.97 $1,318,274.54 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 9.6K Attendance Est 69% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding62% 14%10%9%5% Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 5.8 8.3 6.4 3.4 3.2 4.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall Visitor Type 4Town of Vail | CSE | 11/2/16 •Was this the visitor type split you expected? Yes, although we anticipate that there is a higher percentage of the Seasonal Resident of the Vail Valley •What steps would you take to optimize visitor mix? Continue efforts to inform/collaborate with area lodging community with information and continue to grow social channels. Total economic impact per attendee day ShoppingRestaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% DetractorPassive Promoter 0% 20% 40% 60% 80%% of Total Number of Records21% 74% 5% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 123 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40%Percent Responding50% 13% 27% 1%4%5% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $23.97 $1,318,274.54 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 9.6K Attendance Est 69% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding62% 14%10%9%5% Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 5.8 8.3 6.4 3.4 3.2 4.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall Overall Visitor Profile 5Town of Vail | CSE | 11/2/16 •Who was your anticipated target demographic? •Did you reach your target demographic? Why or why not? YES. This world-‐class Vail event is in it’s 11th year and strong reason for guests to travel to Vail to enjoy the lifestyle and culinary expertise. •What would you change to reach that audience next year? Continue efforts to inform/collaborate with area lodging community with information and continue to grow social channels. Total economic impact per attendee day ShoppingRestaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% DetractorPassive Promoter0%20%40%60%80%% of Total Number of Records21%74%5%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome to Vailanyway1234 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail0%20%40%Percent Responding50%13%27%1%4%5%Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $23.97$1,318,274.54$55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K9.6KAttendance Est 69%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding62%14%10%9%5%Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time downvalley residentFull-time resident of Town of VailDay visitor to Vail5.88.36.43.43.24.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6Town of Vail | CSE | 11/2/16 •What measures did you take to incentivize attendees to book lodging in the Town of Vail? •We focused on showcasing Vail and the variety of lodging information through vail.com •Work with area lodging community to provide event assets providing them the opportunity to promote. •Event on Vail.com Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0$100$200Economic Impactper Attendee-Day$137 $48 $18$33 $6$2Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% Detractor Passive Promoter0%20%40%60%80%% of Total Number of Records21%74%5%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail0%20%40%Percent Responding50%13%27%1%4%5%Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $23.97$1,318,274.54$55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K 9.6KAttendance Est 69%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding62%14%10%9%5%Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time downvalley residentFull-time resident of Town of VailDay visitor to Vail 5.88.36.43.43.24.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall Role/Importance of Event in Intent to Visit Vail 7Town of Vail | CSE | 11/2/16 •What actions did you take this year to generate the number of overnight guests? The event intentionally includes a strong kick-‐off event on Friday and Monday event to entice guests to extend their Vail stay. The lifestyle event, Summertime Community Yoga 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? Continue to work with partners to expand the social reach and overall event exposure and explore more social messaging and advertising to push lodging packages. Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records21% 74% 5% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding50% 13% 27% 1%4%5% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $23.97 $1,318,274.54 $55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 9.6K Attendance Est 69% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding62% 14%10%9%5% Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 5.8 8.3 6.4 3.4 3.2 4.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall NPS (Net Promoter Score)/Likelihood to Recommend 8Town of Vail | CSE | 11/2/16 •Do you think the NPS scores reflect the attendee event experience? Yes, although with so many sounds, tastes, smells, talent and offerings in the heart of the Vail Village the passive responses are surprising. •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 program offerings for guests. We’d love to bring a demonstration component back to the event. Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records21% 74% 5% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding50% 13% 27% 1%4%5% Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $23.97$1,318,274.54$55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K 9.6KAttendance Est 69% NPS Net Promoter Score Overnightvisitor Seasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding62%14%10%9%5%Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 AverageOverall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 5.8 8.3 6.4 3.4 3.2 4.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall Estimated Return on Investment (ROI) & Attendee Expenditures 9Town of Vail | CSE | 11/2/16 •What did your event do to encourage spending in Vail? •Restaurants are key in this process as they are promoting themselves all weekend long and it works. •Guests describe this event as a beautiful weekend in Vail. With pleasant weather and less hustle & bustle than other times of year, retailers experience “the right people” from this event. Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records21% 74% 5% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding50% 13% 27% 1%4%5% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $23.97 $1,318,274.54 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 9.6K Attendance Est 69% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding62% 14%10%9%5% Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 5.8 8.3 6.4 3.4 3.2 4.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records21% 74% 5% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding50% 13% 27% 1%4%5% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $23.97 $1,318,274.54 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 9.6K Attendance Est 69% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding62% 14%10%9%5% Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 5.8 8.3 6.4 3.4 3.2 4.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $276 $240 Overall Overnight visitor Overall Vail Brand Compatibility 10Town of Vail | CSE | 11/2/16 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 production, organization and strong visual aesthetics of the venue. •Gourmet on Gore not only offers a variety of events for the whole family but includes lifestyle activities like Summertime Community Yoga, Kids’ Culinary Corner and highlights the top level culinary talent in Vail while offering the strong event platform that sponsors are attracted to within Vail, CO. Event Strengths & Weaknesses 11Town of Vail | CSE | 11/2/16 •Exceeded expectations in these ways: •Gourmet on Gore not only offers a unique culinary/tasting 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 continuation of Brunch off Bridge Street on Monday gave guests a reason to prolong their stay in Vail and this event continues to grow. •There was a strong mix of food and beverage options and most of the restaurants returning from 2015. •Tahoe Kitchen Co. was a wonderful new, relevant addition for 2016. Event Strengths & Weaknesses 12Town of Vail | CSE | 11/2/16 •Measures that could be taken for event improvement: •2016 brought a slightly new event footprint with more space for guests to enjoy seating. While we look to continuously enhance the event, grow partnerships and grow relevant activations, extended space (to Gore Creek Promenade) would go a long way. The event would benefit if there was additional space allowed within the footprint to increase the number of culinary offerings. All in all, though, the footprint for this year was fantastic and we are thankful for the extended space that was received this year. •Restaurants seemed to anticipate the Eagle County fees and while there are still some favorite Vail Village restaurants that haven’t participated these last few years, we did fill up all restaurant spaces this year. Event Strengths & Weaknesses 13Town of Vail | CSE | 11/2/16 •For repeat event, comparison to past years: •The event continues to impress and leaves a lasting world-‐class impression on the Vail guest. From partners and guests alike, we are learning that they value the kick-‐off with the Tasting Tour and the closing day of Brunch off Bridge Street. •The event continues to offer a variety of ways for guests to experience Vail in unique settings, interact with a variety of culinary talent and associate with Vail as a world-‐class brand. We hear such strong comments from event partners, retailers and restaurants alike. •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. The spending amounts, as surveyed by RRC, were surprisingly down from 2015 and didn’t include the estimated average amount spent at the event based on feedback from in-‐town retailers. Community Contribution 14Town of Vail | CSE | 11/2/16 •Describe how the event impacted Vail’s sense of community: •Gourmet on Gore does an excellent job of impacting Vail’s sense of community. This event offers a relaxed and comfortable atmosphere to showcase Vail’s culinary delights through a unique event platform, with the Town of Vail and its merchants as the perfect complement. •It features a variety of pairing opportunities, within a classy, clean venue which aligns nicely with the world-‐class resort that visitors and locals alike know and love. •It provides a space and place for restaurants and beverage partners to showcase their expertise, new menu items, personality and more in a easy to maneuver setting for guests. Topline Marketing Efforts 15Town of Vail | CSE | 11/2/16 •Gourmet on Gore was promoted through both traditional and non-‐ traditional media. •The total value of media, public relations and event related impressions for a top-‐tier presenting sponsor (such as the Town of Vail) and based on the projected PR and marketing for this event and estimates from this event last year and other similar events $250,000 •Please see additional document attached that shows more specifics and media/print examples. Topline Marketing Efforts 16Town of Vail | CSE | 11/2/16 2016 GOURMET ON GORE MEDIA PLAN Daily Weekly (Weekly Publication) Where Specs: Day of Week When Impressions: Print Full Page / 4 Color Ad 10" x13" tall Friday 19-Aug 22,500 Print Full Page / 4 Color Ad 10" x13" tall Friday 26-Aug 22,500 Print Full Page / 4 Color Ad 10" x13" tall Friday 2-Sep 22,500 Vail Daily (Daily Publication) Where When Impressions Print 1/4 Page/ 4 Color Ad - TASTING TOUR 4.89"x7" Wednesay 24-Aug 37,400 Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 27-Aug 37,400 Print 1/4 Page/ 4 Color Ad 4.89"x7" Sunday 28-Aug 37,400 Print 1/4 Page/ 4 Color Ad 4.89"x7" Wednesay 31-Aug 37,400 Print 1/4 Page/ 4 Color Ad 4.89"x7" Friday 2-Sep 37,400 Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 3-Sep 37,400 Print 1/2 Page/ 4 Color Ad 4.89"x14"Sunday 4-Sep 37,400 Print 1/4 Page/ 4 Color Ad - BRUNCH ON BRIDGE ST. 4.89"x7" Monday 5-Sep 37,400 Mountain Living Magazine Where When Print Full page/4 Color Ad August Issue 140,000 Print Half page/4 Color Ad Sept/October 140,000 Online Website Banner Ad August 1,700 Online Out & About E-Newsletter August 9,000 Editorial High Country Happenings E-newsletter September 9,000 KZYR The Zephyr Where Where When Radio KZYR 2 weeks leading up to the event Online TrueLocalDeals.com 2 weeks leading up to the event Topline Marketing Efforts 17Town of Vail | CSE | 11/2/16 •Vail Jazz Festival Program –circulation 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 estimated number of impressions from PR campaign was more than 10,000,000 + from more than 10 print and online editorial and calendar placements •Highline hired culinary focused PR contact Denver who tapped into her Front Range connections and handled PR hosting Potential for Growth & Sponsorships/Media Exposure 18Town of Vail | CSE | 11/2/16 •This world-‐class 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 continues to seek additional media partnerships to complement the media plan, similar to the partnership in place with Mountain Living Magazine. •As the craft spirit industry and craft cocktails continue to gain popularity, this creates a sharp opportunity within the event platform through the Tasting Tour, open-‐air event and industry involvement. All offering social channels to expand the event reach. Sustainability Efforts 19Town of Vail | CSE | 11/2/16 What measures were taken at your event to support the environmentally-‐friendly goals of the Town of Vail? •All vendors were required to use compostable service ware •Trash, recycling and composting containers were used again this year and stations 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 •Additionally, educational signage specific to Gourmet on Gore were made to educate consumers on products they were disposing and which container to utilize •In the end, while the overall look of the signs and waste stations was an improvement to the event, consumer behavior is tough to alter without specific staff at each location. Sustainability Efforts 20Town of Vail | CSE | 11/2/16 •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 •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 re-‐used year to year •Signage that can't be reused has been re purposed at this event and others (trash boxes, bags, etc.) Sustainability Efforts 21Town of Vail | CSE | 11/2/16 •Used re-‐usable table linens at all tents (instead of disposable) and cleaned as needed (vs. replaced) •Encouraged restaurants to offer vegetarian selections •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 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 22Town of Vail | CSE | 11/2/16 •Total event budget: $135,512 •CSE funds: $55,000 •Profit and loss: ($206) •Funding utilization: Operations and Marketing •In-‐kind sponsorship: •Cash sponsorship: $38,825 (includes expo fees) * Event producer to attach detailed budget for recap Additional Information/Appendix 23Town of Vail | CSE | 11/2/16 •Additional event overview and event/partnership exposure in attached PDF •Detailed budget in attached PDF •Survey Dashboard in attached PDF Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Recreation (golf, bike rental, etc.) $0 $100 $200 Economic Impactper Attendee-Day$137 $48 $18$33 $6$2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 21% 5% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 56% 11% 13% 13% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 18% 60% 13% 6% 2% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 77% 7% 8% 3% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 24% 24% 45% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 20% 11% 27% 21% 2% 5% 2% Male Female 45% 55% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records21% 74% 5% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding50% 13% 27% 1%4%5% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $23.97 $1,318,274.54 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 9.6K Attendance Est 69% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding62% 14%10%9%5% Visitor Type Colorado Texas California Ohio 4% 4% 7% 62% 2016 Vail Event Visitor Summary: Gourmet on Gore, September 2-5, 2016 Survey technique: Intercept. Overall sample size: 100 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 5.8 8.3 6.4 3.4 3.2 4.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median:$276 $240 Overall Overnight visitor Overall 2016 Gourmet on Gore Income Statement (est. as of 10/31/16) REVENUES:2016 Actuals CSE Contribution $ 55,000 Sponsorship/ expo fees 38,825 Tickets-tasting Tour 9,750 Wine, Spirits, Wine Glasses, Water (Net) 31,731 TOTAL REVENUES $ 135,306 EXPENSES: EVENT SITE Liquor $ 100 TOV Permits 975 $ 1,075 EVENT EQUIPMENT & RENTAL Signage, Decorations, Supplies, Uniforms, etc. $ 13,386 Rental Items (dumpsters, tables, chairs, tents, porta potties, et al.) 24,496 Bands, Stages, Sound, Lights 6,099 $ 43,980 MANPOWER & RELATED EXPENSES Labor/Announcers $ 25,619 Town of Vail Police, Security Coverage 15,237 $ 40,856 PUBLIC RELATOINS/MARKETING/ADVERTISING Public Relations/Social/Digital $ 7,780 Advertising/Marketing 6,500 $ 14,280 ADMINISTRATIVE Charitable Contribution $ 2,500 Proposals/Insurance/Office Supplies/Phone/Postage 7,500 Agency Management Fee 20,000 $ 30,000 SPONSOR RELATIONS Lodging/Entertainment/Gifts/Transportation $ 5,320 $ 5,320 TOTAL EXPENSES $ 135,512 Net Profit/Loss $ (206) EVENT SNAPSHOT, SIGNAGE AND PRINT CONFIDENTIAL & PROPRIETARY 1 EXECUTIVE SUMMARY • The eleventh 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 2 – September 5, 2016 • 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 CONFIDENTIAL & PROPRIETARY 2 HIGHLIGHTS • 45,000 Attendance • Enjoying the heart of Vail and area accounts • 2 beer pouring stations • 9 winemaker stations • 3 spirit stations • 27 restaurant and sponsor expos • Print: 640,000+ impressions • Digital: 300,000+ impressions • PR: 10,000,000+ impressions CONFIDENTIAL & PROPRIETARY 3 TASTING TOUR BENEFITTING THE VAIL VETERANS PROGRAM • Friday, September 2, Vail Village 6 - 9pm | SOLD OUT! • Approximately 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 Vail Veterans Program CONFIDENTIAL & PROPRIETARY 4 TASTING TOUR BENEFITTING THE VAIL VETERANS PROGRAM Centered near Meadow Drive and Solaris, stops included: • AMUSE-BOUCHE at CHECKPOINT CHARLIE LOUNGE** featuring Big Bear Bistro and Tahoe Kitchen Co. • BO BRIDGES GALLERY featuring Juli y Juan's Kitchen • COGSWELL GALLERY featuring FOOD! by Marc and 808 Distillery • GREY SALT featuring Second Nature Gourmet and 10th Mountain Whiskey & Spirit Co. • MASTERS GALLERY featuring Game Creek Restaurant and Kettmeir • SLIFER SMITH & FRAMPTON REAL ESTATE featuring Vintage and Parce Rum • STELLA & SLIDERS featuring Fitz Bar and Restaurant and Stella Artois • YETI'S GRIND featuring Rise Above Baking Company and Squadra **Check in Location CONFIDENTIAL & PROPRIETARY 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 Vail Veterans Program was a strong new addition for 2016 CONFIDENTIAL & PROPRIETARY 6 BRUNCH OFF BRIDGE STREET • A select assortment of beer, wine, champagnes and spirits at the open-air tasting continued with 15+ expo tents • Culinary creations included a variety of dishes from restaurants such as Maya, Batter Cupcakes, Big Bear Bistro, Blu’s Restaurant and more • A variety of partners joined Gourmet on Gore for the full weekend included Slifer Smith & Frampton, Colorado Audi Dealers, Tahoe Kitchen Company Cutlery and Olive Oils • The Tony Gulizia Trio added his fun energy and toe tapping tunes into the mix CONFIDENTIAL & PROPRIETARY 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. CONFIDENTIAL & PROPRIETARY 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. CONFIDENTIAL & PROPRIETARY 9 BEHIND THE OFFICIAL ARTWORK • New this year, world-renowned artist Anton Arkhipov created the featured art, seen here, that reflects the inviting atmosphere of Gourmet on Gore and Vail, Colorado. • The original and limited editions were available at Masters Gallery on Meadow Drive for purchase. • The partnership was enhanced for the art on display with Masters Gallery being part of the Tasting Tour benefitting Vail Veterans Program this year. • Artwork: "Gourmet on Gore" © 2016 by Anton Arkhipov. All Rights Reserved. CONFIDENTIAL & PROPRIETARY 10 RESTAURANT PARTICIPATION OPEN-AIR TASTING EVENT • AnnaVail Cheese • Batter* • Big Bear Bistro* • Blu's Restaurant* • Ekahi Grill* • Elway's • FOOD! by Marc* • Game Creek Restaurant* • Green Elephant Juicery* • Juli y Juan's Kitchen* • Larkburger • Larkspur Events & Dining • Ludwig's at the Sonnenalp Hotel • Matsuhisa Vail • Maya* • Mountain Cupcakes* • Mountain Standard • OhVation Catering • Sweet Basil Restaurant • The Remedy • Vintage *Participating on Saturday, Sunday and Monday ** Participating on Monday ONLY CONFIDENTIAL & PROPRIETARY 11 BEER, WINE & SPIRITS BEER • Hoegaarden • Goose Island IPA • Stella Artois WINE • Cakebread Cellars • Chandon Napa • Chateau de Vauclaire • Decoy • Don Miguel • Gascón • Duckhorn Vineyards • Educated Guess • Kettmeir • La Antigua • La Marca • Lamole di Lamole • Le Charmel • Loveblock • Ponzi Vineyards • Rex Hill • Rombauer Vineyards • Saintsbury • Sassoregale • Silver Oak Cellars • Stag's Leap Wine Cellars • The Prisoner Wine Company • Veuve Clicquot SPIRITS • CapRock Vodka • LunaAzul Tequila • Parce Rum CONFIDENTIAL & PROPRIETARY 12 PARTNERSHIPS Gourmet on Gore presented by Audi is brought to you by Colorado Audi Dealers, Town of Vail, Stella Artois, Slifer Smith & Frampton Real Estate and Mountain Living Magazine, and brought to you in part by Tahoe Kitchen Co., Kettmeir, Parce Rum, Vail Daily and KZYR the Zephyr. These partners make this Vail Village Signature event possible and provide a variety of helpful information to guests, opportunities and enter to win programs as a way for natural data-capture. CONFIDENTIAL & PROPRIETARY 13 SOCIAL MEDIA FACEBOOK EXAMPLES CONFIDENTIAL & PROPRIETARY 14 SOCIAL MEDIA INSTAGRAM EXAMPLES CONFIDENTIAL & PROPRIETARY 15 SOCIAL MEDIA TWITTER EXAMPLES CONFIDENTIAL & PROPRIETARY 16 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 for other sponsors included in the official full event schedule • 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 CONFIDENTIAL & PROPRIETARY 17 ADDITIONAL MARKETING & PR EXPOSURE • Vail Jazz Festival Program – circulation 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 estimated number of impressions from PR campaign was more than 10,000,000 + from more than 10 print and online editorial and calendar placements CONFIDENTIAL & PROPRIETARY 18 PRINT & DISPLAY • Event Poster 300 • E-Blasts 30,000 CONFIDENTIAL & PROPRIETARY 19 PRINT & DISPLAY • Mountain Living Magazine • Digital Package and Full Page Ad CONFIDENTIAL & PROPRIETARY 20 PRINT & DISPLAY • Print & Media Examples – Vail Jazz Program, Half Page Ad CONFIDENTIAL & PROPRIETARY 21 PRINT & DISPLAY • Event Rack Cards, 2,500, 4”x9” CONFIDENTIAL & PROPRIETARY 22 PRINT & DISPLAY • Tasting Tour Signage at each location (8) • Tasting Tour Credential (250) CONFIDENTIAL & PROPRIETARY 23 PRINT & DISPLAY • Tasting Tour Menu & Map CONFIDENTIAL & PROPRIETARY 24 PRINT & DISPLAY • Tasting Tour Flyer, Ad and Poster CONFIDENTIAL & PROPRIETARY 25 Thank you for your partnership in the 11th Annual Gourmet on Gore! 26