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HomeMy WebLinkAbout5.g. Recap 2016 Vail BC Restaurant Week3 • • • • • • • • • • • • • • • • • • • • • 5 • • • • • • • • • • • • • • • • • • • • • • • • • • • 10 • • • • 11 • • • 12 •Overall it delayed the inevitable slow season for one more week, the weather probably helped too.” Samantha, Root and Flower •Restaurant Week was an overwhelming success for us at both Sweet Basil and Mountain Standard. Thank you for moving it to its current place on the calendar. I have advocated for this for a couple of years, and believe it is now perfectly placed. Thank you for all of your work to make VBCRW such a big success.” Matt Morgan, Sweet Basil and Mountain Standard •“It went great here!” Nancy, Grouse Mountain Grill • • • • • • • • • • • • • • • • • • • • • • 2016 V/BC Restaurant Week Budget Spend Actual Proposed Variance FY2016 FY2016 FY2016 Event Income COMMUNITY SUPPORT CSE 11,500.00 11,500.00 0.00 BCRC/BC Marketing 11,500.00 11,500.00 0.00 TOTAL INCOME 23,000.00 23,000.00 0.00 Event Expenses Brand and Print Creative Development Branding Update (Development) 400.00 300.00 100.00 Post Cards (Development) 400.00 200.00 200.00 Check Presenters (Development) 300.00 200.00 100.00 Posters (Development) 400.00 300.00 100.00 Ads (Development) 700.00 600.00 100.00 Creative Project Management 200.00 300.00 (100.00) Total: 2,400.00 1,900.00 500.00 Collateral Production Post Cards (uprint.com) 413.70 450.00 (36.30) Posters (uprint.com) 149.95 200.00 (50.05) Coasters 353.27 300.00 53.27 Check Presenters 165.74 200.00 (34.26) Shipping & Tax 0.00 0.00 0.00 Total: 1,082.66 1,150.00 (67.34) Website Design 2,500.00 3,000.00 (500.00) Upkeep 0.00 0.00 Hosting 600.00 500.00 100.00 Total: 3,100.00 3,500.00 (400.00) Media Buys Digital - 5280 (HTML eblasts) 1,250.00 1,250.00 0.00 Digital - Westword (HTML eblasts) 1,175.00 1,450.00 (275.00) Digital - Online Display (Denver DMA) 1,522.64 500.00 1,022.64 Digital - Online Display (Resort Zips) 869.99 0.00 869.99 Paper - Vail Daily 4,242.16 4,750.00 (507.84) Paper - Summit Daily (1/2 Page 4C) 978.96 1,750.00 (771.04) Paper - Aspen Times (1/2 Page 4C) 0.00 0.00 0.00 Paper - Vail Weekly (1/2 Page 4C) 461.25 450.00 11.25 Radio - Front Range (:10 & :15) 3,000.00 3,000.00 0.00 Radio - Local (KZYR,KSKE,KYSL) 1,500.00 1,000.00 500.00 Event - Sponsorship/Cross Promotion 0.00 1,800.00 (1,800.00) TV8 0.00 0.00 0.00 Total: 15,000.00 15,950.00 (950.00) Social Media Facebook Ad Boosts 483.07 0.00 483.07 0.00 0.00 Total: 483.07 0.00 483.07 Imagery Photography 599.00 0.00 599.00 Videography 0.00 0.00 Total: 599.00 0.00 599.00 Event Management & Admin Cost Event Coordination/Staff for Collateral Distribution 60.00 0.00 60.00 (To Include Social Media Management & Sponsorship Recruitment)0.00 Miscellaneous Costs (Mileage, Postage, etc.) 170.00 500.00 (330.00) Total: 230.00 500.00 (270.00) TOTAL DIRECT EXPENSES: 22,894.73 23,000.00 (105.27) Vail Beaver Creek Restaurant WeekFY16 Restaurant Week Media PlanEvent Dates Size1 8 15 22 29 5 12 19 26 3 10 17 19Front Range5280 "The Goods" Eblast 9/30-10/9 var1(Monday)Westword Dining Exclusive Email 9/30-10/9 var1(Friday)Westword Homepage Reskin 9/30-10/9 var1(Wednesday)Westword Restaurant Page Reskin 9/30-10/9 var1(Tuesday)Radio Traffics 9/30-10/9 :10 & :1515 15Online Display - Denver DMA (Foodies, Affluent Travelers) 9/30-10/9 varFacebook/Instagram Ads 9/23-10/7 var122LocalOnline Display - In Resort Zips 9/30-10/9 varFacebook/Instagram Ads 9/23-10/7 var35Radio- KZYR, KSKE, KYSL 9/30-10/9 :60Vail Daily 9/30-10/9 1/2 Page 4C V(Sa, Sa, Sa, F-Su, M-Su)1 1137Vail Weekly 9/30-10/9 1/2 Page 4C V111(Fridays)Summit Daily 9/30-10/9 1/2 Page 4C V111(Saturdays)varAugust September Octobervarvar RESTAURANT WEEK DIGITALDuring the week of 9/12, Vail Local Marketing District served a total of 22K pre-roll and display impressions to promote Restaurant Week. Media was geo-targeted to the Front Range and served to both Baby Boomer and Millennial audience segments. Pre-roll achieved a click through rate of 1.85% from a total of 7,179 dedicated impressions, which surpassed the 1% CTR benchmark. Display media also achieved benchmark, generated a total of 14.994 impressions and a CTR of 0.09%. RESTAURANT WEEK DIGITAL BANNERS NameAgeWhereHearSpecialStayingLodgeNightsCommentsActivitiesRecommend Brad Jordan 55‐64Glenwood Years prior Yes Lodge Sitzmark 2 Soccer YesKam Rope 35‐44Eagle Yes Lodge Ritz 2 LOVE YesSteve and Sally Ball 45‐54Park Hyatt yes Lodge Park Hyatt 7 Estes Park, Pikes Peak YesChris Flanagen 18‐24yes Lodge Charter 5 GolfYesRobert Koz 55‐64MI Falcon Point yes Lodge Falcon Pt 6 YesKathleen 35‐44CA no Lodge BC Lodge 3 Conference YesN/A 45‐54MN Yes Lodge Simba Run 16 Amazing food and great deals YesM. Titim 45‐54Chicago Conference Yes Lodge Park Hyatt 2 Great! YesJim Horrison 55‐64Minneapolis Walking through Vail Yes Lodge Marriott 7 Hiking and Shopping YesLeticis 25‐34Mexico Restaurants Yes Lodge Solaris 30 YesWilma Hutcheson‐Wil 55‐64GA Hotel StaffYes Lodge Marriott 3 Great! YesHali Weeks 18‐24AL No Lodge Wyndnam 6 Spa YesLois Stephensen 65+ NC Resort Yes Lodge Sheraton 7 Delicious YesElizabeth 35‐44TX Google Yes Lodge Hyatt 7 Amazing! Hiking, shop, adventure YesLinda Whitener 65+ TX Restaurants Yes Lodge Osprey 2 In Texas the offer more options Shop and eat YesDaniel Verrett 25‐34TX Website Yes Lodge Four Seasons 3 Great idea! Hiking and Biking YesJudy Aiston 65+ MO Hotel StaffYes Rental Sheraton 5 Best pizza YesChris Flanagen 25‐43 MO Stores Yes Lodge Marriott 6 Awesome Farmers Market YesJeremiah Smogga 25‐34MO Stores Yes Lodge Marriott 6 YesN/a 55‐64KY Waiter Yes Lodge 5 Nice YesChris C55‐64Ky YesYesCassie Williams 35‐44OH Walking through Vail Yes Lodge Borders 2 YesJen 35‐44OH Walking through Vail Yes Lodge Borders 2 Hiking YesJalana Caughey 25‐34OH Website Yes Lodge Christiana 3 Love, come every year YesJames Myer 65+ FL Hotel StaffYes Lodge Hyatt 2 Excellent YesKat Delk 35‐44FL Hotel StaffYes Lodge Sheraton 4 Amazing Hiking YesSherri Stampf55‐64WI Waitress Yes Rental 7 Fantastic Hiking, fishing YesMichelle Pipak 65+ PA Vail Daily Yes Lodge Pines 6 Please do again!! Shop, golfYesSteve Hatfield 55‐64OK Hotel StaffYes Lodge Lodge at Vail 6 Always delvicious Shopping YesCynthia Miro 55‐64Broomfield Beaver Creek Web Yes Lodge Poste Montane 1 Wonderful Shopping YesKaren Bruegger 55‐64Ft. Collins Paper Yes Rental Christy Lodge 7 Great food YesJim Oaks 65+ Colorado Springs Paper Yes Lodge Park Hyatt 3 Exceptional YesWendy Dix 55‐64Englewood Postcard Yes Lodge Osprey 2 Very Good Golf School YesSarah Finger 35‐44Boulder Website Yes Lodge Borders 2 Loved it Hiking, shopping YesN/A 55‐64Littleton Website Yes Lodge Lodge at Vail 1 Awesome YesAnanda Lantaff 35‐44Boulder Vail Website Yes Lodge Comfort Inn 2 Farmers Market, Soccer YesBarbara Munson 65+ Arvada Internet Yes Rental 7 Great Hike, Bike, Market YesKaren Watts 55‐64Colorado Springs Hotel StaffYes Lodge Tower 1 Great hiking, shopping YesKen Hendrick 65+ Greely Shop Yes Lodge Antlers 1 Great Shop, trees YesJeff Schuppe 35‐44Parker Website Yes Lodge Westin 5 Hiking YesMaura Lope 55‐64Boulder Yes Lodge WestinBev and Bill Burton 55‐64Durango Ritz Yes 2nd Home Come for Restaurant Week Shopping YesKen Morris 55‐64Aurora Vail Gondola Yes Lodge Christies 7 Need more Advertising Shopping YesN/A 25‐34Denver Restaurants Yes Lodge BC Lodge 2 Come for Restaurant Week YesPhillip Caldwell 35‐44Denver Ad Yes Rental 2 YesJim 45‐54Denver Random Yes Lodge BC Lodge 1 YesTony Pickett 55‐64DENVER Hotel StaffYes Lodge Highlands 2 Great Incentive Conference Yes Kim 25‐34Maine Vail Daily Yes New Places YesTom Casey Greely Dining Guide Yes EnjoyableLB Denver Traditional vaction Yes Lodge Charter 3 Great Burger Spa, Hiking YesErin Hurley 35‐44Denver Visiting Yes Lodge Borders 2 So Good HikingWayne King 35‐44Denver Hotel StaffYes Lodge Christy Lodge 7 Lot of fun Hiking, Biking YesPatty Schultz 55‐64Denver Condo Yes Rental Sandstone 7 Very Delicious Shopping, Hiking YesDon Wilaby 55‐64Denver Prior Years Yes Lodge Plaza 3 Great Specials Hiking YesPam Garza 25‐34Denver Friend Yes Lodge Evergreen 1 Love Hiking YesBill Sullivan 25‐34Vail Local Yes Cheaper Drinks YesKevin and Martha 55‐64Local Vail Daily Yes Thank you! Hiking, Biking, Tennis yes55‐64Edwards Yes Expected more choices NoOlivia Snider 25‐34Edwards Years prior Yes Always delicious YesHeidi Haberman 35‐44Avon Word of Mouth Yes Fabulous! YesKayla Sanders 18‐24Avon Coworkers Yes Great, killer deals, couldn't beat YesRobert Purdy 45‐54Edwards Years prior YesYesVi Pol 45‐54Edwards Vail Daily Yes Great Yes45‐54CT4 yESLiz Jones Local Yes Great YesJim Avon Vail Daily YesYes35‐44Gypsum Word of Mouth YesesDeanna Barnett 35‐44Local Local YesJasor Miller 35‐44Avon Vail Weekly Yes Excellent Pokemon Go YesNeil Frandsen 25‐34Edwards Yes Phenomenal YesWink Davis 65+ Avon Vail Daily Yes Outstanding quality Biking, Hiking YesKaren Holleman 45‐54 Avon Paper Yes 8110 was favorite YesBarbie Brighs 55‐64Local Word of Mouth Yes Great! AWESOMEDaniel J Ransdell 25‐34CA Friends Yes Good was great YesShawn 35‐44Australia Internet Yes Great opportunity YesKelly 35‐44TX Years prior YesYesKyle Velpel 18‐24WI Locals Yes Dank YesSue Poisson 55‐64NH Vail Daily Yes Great for locals! YesA.L. Eller 65+ Co This Card No AspenYesPeter Christine King 65+ Denver Online Yes Camped Fly Fishing YesDaniel Tolley 25‐34Denver Instragram Yes More advertising YesTom 55‐64Denver 2nd Home YesYesCassidy Brannan 18‐24Denver Stores No More advertising Shopping YesJann 55‐64MN 2nd Home 4 Food was okay hiking and biking YesJoshua Quartin 18‐24Miami Grandma Yes 7 YesJim FL online Yes 2nd home Love, will come back YesSandra Noreal 65+ WA Vail Daily Yes Very positive hiking and biking YesKaty Jones 45‐54PA Radio Yes Awesome YesMargit Patterson 25‐34Denver Locals Yes 2 Great Deals Gold YesPat 65+ Local Daily YesYesLaurie TN Daily No 10 Great Shopping YesBeth 55‐64FL Online Yes Friends Home 4 YesTomi Hagan 35‐44MO Word of mouth Yes Friends Home Great Deal and delicious food working, shopping yesTom 45‐54CA Yes Friends Home 4 Great food Yes