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Home My WebLink About2.e. 2016 Vail Farmers' Market RecapVail Farmers’ Market & Art Show Vail Farmers’ Market Farm to Table Series Wrap up 2016 Vail Farmers’ Market and Art Show: June 19th-‐October 2nd, Sundays 10 AM-‐ 3:30 PM Event Producer & Meadow Drive Partnership: Angela Mueller, Director Office: 970-‐401-‐3320 vailfarmersmarket@gmail.com Standard of excellence met by: • The Vail Farmers’ Market and Art Show brings the acOve outdoor enthusiast into town. The guest takes Ome to explore our town by exploring the streets of Vail. The market has created a sense of community in Vail, where the locals can come and have lunch and purchase their produce and craQs and tourists come and enjoy the outdoors while they shop in Vail. • We offered acOviOes for the culinary, acOve outdoor enthusiast to come. The 2016 survey has found that hiking, mountain biking, road biking and travel are all reasons the guests came to Vail. • The Vail Market makes Sundays the busiest day in town for many businesses. Vail Brand CompaHbility “Premier Interna0onal Mountain Resort Community” Strengths: We exceeded expectaHons! Brings in over 217,103(Intercept Survey) , people into Vail for the summer. This would not happen if there was not a Market. We see families come each and every Sunday, the visiOng tourists staying in Vail, and the Coloradans coming in for an acOve day in the mountains. The event markets Vail: The Vail Farmers’ Market and Art Show Increased business for the town of Vail from June 19th to October 2 nd, 2016. Added value to the guest experience in Vail. The Vail Farmers’ Market and Art Show gave visiOng tourists a reason to stay in Vail instead of traveling to another town for entertainment. The average number of nights stayed by those staying paid lodging within Vail was 3.7 nights. The Vail Farmers’ Market and Art Show produced approximately 6,937 room nights. The esOmated gross revenue generaOon was approximately $12 million. Each year we have seen this grow. Colorado visitors have a reason to come back another weekend aQer visiOng. The survey has found that guests plan to come back at least 2.3 Omes. Event Strengths & Weaknesses The Vail Farmers Market increased parOcipaOon in all summer events. We enhanced our Market by showing how buying local truly works. We conOnued adding to this with our Farm to Table Series. Our ads encouraged folks to come to Vail for mulOple days, for mulOple events and to stay overnight in Vail hotels. This added bonus for the Town of Vail and all events creates a true community feel for Vail. As with all events, weather was a deterrent this year at Omes. We sOll had visitors on rainy days, just not as many. The Vail Farmers’ Market conOnues to pay for a survey from Intercept Survey. We feel that speaking with 445 people, instead of 86 gives us a perspecOve that is more accurate. Event Strengths & Weaknesses We have created a venue where the locals are able to come and purchase their produce and specialty items and the tourists can come and enjoy the day with the entertainment and shopping. We saw this each Sunday; locals coming back and the visitors staying all day. The restaurants and shops all say Sunday is their best day and it keeps growing. We have a jurying process and all vendors that are not Vail businesses need to be selling Colorado made items. The adverOsing that we have received from the Vail Daily and the Radio StaOons have put our market out there for all of Colorado to see. The Vail Daily/Colorado Mountain News Media as our sponsor gave us $200,000 of in kind ads, which put the Vail Farmers Market & Art Show out to all Colorado Residents. Event Strengths & Weaknesses More farmers means a more authenOc Colorado Market and one of the the most conOnued requested items from our survey (more produce) that we can effecOvely address. • For repeat event, comparison to past years: This year has been an off the charts success. We see this event grow every year and at this point we will make sure the authenOc Colorado made quality is enhanced for everyone, including Town of Vail business booths. Event Strengths & Weaknesses • Total event budget: 2016 attached • CSE funds: we received for 2016: $35,000 • Profit and loss: attached • Funding utilization: The CSE funds were used for marketing the event. The event cut back on its marketing for the event in 2015 and we stayed with this budget for 2016. We utilized the money that CSE had given to ensure there was a weekly update of what was happening in town each week. We used the funding to market the Vail Farmers’ Market Farm to Table series. • In-kind sponsorship: The Vail Farmers’ Market and Art Show has in kind sponsorship from the town for garbage pickup and has had an in kind sponsorship with the, Vail Daily and Vail Resorts. The Vail Daily gives us $200,000 of in kind sponsorship for the Market. • Cash sponsorship: We had sponsorship from: Food Network, Meadow Drive Partnership, Slifer Smith and Frampton, Liv Sothebys, and CSE. Event Budget EsOmated aeendance: 217,103 guests 9,000-‐16,000 a Sunday • % of people in Vail specifically for event: The Vail Farmers’ Market and Art show esOmates that there were 217,103 people in Vail for the market over Summer 2016. The gross revenue generated by these guests is $12,000,000. • % of people aeended previous years: Intercept surveyed 445 people over the 16 Sundays of the market. We found that 80% are very or extremely likely to return in the future. 56% were returning guests and 44% were first year aeendees, up 10% from 2015. On average the respondents aeended 2.3 Vail Farmers’ Markets in 2016. *Based on survey results from Intercept Survey EsHmated Results* A;endance Numbers • Aeendees came from (local, regional, out of state, internaOonal): Local: 63% In State (non local): 22% Out of State: 31% InternaOonal: 1% • Average age and income bracket of aeendees: 86% were aeending with children below the age of 18. The average number of children under 18 in aeendance per family was 2. The weighted average age from survey was 45.3 years The average of children less than 18: 6.8 years We found that 51% were male and 49% were female. 15% came with dog, which we have on our website about heat and dogs, and the number has gone down from 2015 from 20%-‐ to 15%. The income bracket: 65% of aeendees had an income level of $100,000 -‐$500,000 plus 21% were at the $55,000-‐99,999 income level *Based on survey results from Intercept EsHmated Results* Demographic Profile • Lodging: 2016: $2,158,654 was spent in lodging during the Vail Farmers’ Market. 66% aeendees stayed in Town of Vail: 27% of aeendees stayed in paid lodging, 10% stayed with family/friends, 14% were second home owners, 11% Omeshare 25% Vail is primary residence 13% it is a day trip • Average amount spent on lodging/day: The average amount of room nights generated in Vail was 3.7 nights. The average cost for a room was $311 per night. • EsOmated room nights booked due to event associaOon: 6,937nights • Lodging call to acOon: (Based on only Vail Stays) • Dining: $2,748,316 revenue dollars were spent on dining in Vail • Shopping: $5,496,241 revenue dollars are esOmated to have been spent in retail stores and vendors at market • Other AcOviOes: $1,585,439 was esOmated to have been spent on other acOviOes in Vail. *Based on survey results by Intercept EsHmated Results* Event A;endee Es0mated Spending AddiOonal Town of Vail spending event generated: • RaOo of increased revenue to amount of funding received: The esOmated revenue of $12,000,000 and the CSE funded the VFM 35,000 for the Market and the Farm to table Series. That is .002991667% of the CSE funded money. The Vail Farmers’ Market and Art Show generated $12 million dollars Sales tax we generated for the 16 Sundays is an esOmated: $480,000 from the visitors in town. For a 35,000 investment: Your investment has brought in a gross of 12 million dollars, Sales tax of $480,000. AddiOonal sales tax revenue generated by event accrued to Town of Vail:** The Vail Farmers’ Market has 130 vendors each Sunday that bring in sales tax dollars for 16 Sundays of the summer. The town has these numbers. * Based on survey results. By Intercept ** Town of Vail sales tax = 4%. Lodging tax = 5% EsHmated Return on Investment (ROI)* SaOsfacOon raOngs: • Net Promoter Score is 73 • 80% of visitors are “very” or “extremely likely” to return in the future • Overall SaOsfacOon-‐ 4.8 (using a scale of 1 to 5, where 1=Not at all saOsfied and 5= Extremely saOsfied) • 48% of the aeendees came to Vail, CO specifically for the Market. *Based on survey results by Intercept. Visitor Intent to Return* The following efforts were made to promote the Vail Farmers’ Market and Art Show. (Examples have been aeached at the end of this presentaOon) Vail Daily had full page ads run weekly during the market season The Summit Daily: Had 1ad per week The Social Media/website ads were on vail.com vail-‐calendar.com facebook.com visitvailvalley.com magazine.inspirato.com thedailymeal.com vaildaily.com There were two Mountain Radio StaOons running ads during the Market Season: (Per week ads) KRYSTAL-‐ 30 Frisco KSKE-‐ 24 Vail Topline MarkeHng Efforts Topline MarkeHng Efforts SUNDAYS THRU OCTOBER 2ND 10:00AM - 3:30PM For fresh produce, family entertainment, delicious food, Colorado artisans and more! IS PROUDLY SPONSORED BY GRAPPA FINE WINE AVAILABLE AUGUST 28TH vail farmers’ market & art show Eat A Peach Clark Family Orchards Harvest Colorado Trout Creek Farm Wynn Farms Vail Meat Company Kaleb’s Katch FARMERS summer squash, romaine, basil, salad mix, beets, Swiss chard, spinach, cabbage, peaches, heirloom tomatoes, & more! FOR FARM TO TABLE TICKETS OR MORE INFO VISIT VAILFARMERSMARKET.COM SPONSORS TO DATE avid THANK YOU FOR AN AMAZING FARM TO TABLE SERIES We look forward to seeing you next year! For fresh produce, family entertainment, delicious food, Colorado artisans and more! vail farmers’ market & art show FARMERS Eat A Peach Clark Family Orchards Harvest Colorado Trout Creek Farm Wynn Farms Vail Meat Company Kaleb’s Katch summer squash, romaine, basil, salad mix, beets, Swiss chard, spinach, cabbage, peaches, heirloom tomatoes, & more! AVAILABLE AUGUST 21ST SUNDAYS Thru October 2nd 10AM to 3:30PM FOR FARM TO TABLE TICKETS OR MORE INFO VISIT VAILFARMERSMARKET.COM IS PROUDLY SPONSORED BY GRAPPA FINE WINE SPONSORS TO DATE avid THANK YOU FOR AN AMAZING FARM TO TABLE SERIES We look forward to seeing you next year! PROUDLY SPONSORED BY PRESENTED BY Liv Sotheby’s International Realty Tonight’s M e n u GRAPPA FINE WINE APPETIZER Kaleb’s Katch cheese & shrimp ENTRÉE & SIDES Vail Catering Concepts Chef Eric Berg halibut cheeks Yellowbelly Chef Eric Wuppermann peach & nectarine salad Colorado vegetable succotash DESSERT Vail Resorts Pastry Chef Ann Armstrong apricot & hazelnut tart with peach ice cream & plum caramel Bookcliff Vineyards wine Farm to Ta b l e Dinner Se ri e s PROUDLY SPONSORED BY GRAPPA FINE WINE JUNE 25th • JULY 22 nd • A U G U S T 1 2 t h for a farm-to-table dinner series in beautiful Vail, Colorado as we celebrate our state’s harvests with produce from regional farms and more! VAIL FARMERS’ MARKETVAIL FARMERS’ MARKET & art show& art show vailfarmersmarket.com/farm-to-table • 970.401.3320 TO BUY TICKETS OR FOR MORE INFORMATION Join Vail Farmers’ Market, Local Chefs & Guest Chefs Topline MarkeHng Efforts Social Media/PR Topline MarkeHng Efforts PR Total Vail Farmers’ Market & Art Show and Farm to Table Dinner Coverage 14 Local and Regional Placements 2016 More than 52.7 Million of online readership Press announcements for Farm to Table Dinner Series & Farmers’ Market Opening went out to Front Range Media Developed customized pitches to local and Front Range Media around Dinner Series and Farmers’ Market Pitched naOonal media for ‘Best of Farmers’ Markets’ in 2016 Hosted select media to Farm to Table Dinners including: Vail Daily MTN Town Magazine Vail Valley Magazine 5280 Vail Local MarkeOng District Topline MarkeHng Efforts PR Topline MarkeHng Efforts PR Topline MarkeHng Efforts PR The Market adverOsed and promoted our farmers and Colorado made arOsans. The Farm to Table Series addiOon to the market has given us more opportuniOes to market this event. We also sent out press releases to concierges, newspapers, radio, etc to gain the free word of mouth and media exposure. The market used their social media campaign to get the vendors info out, recipes, and info about Vail out to The Market had private eblasts from condos and real estate companies help promote the market by menOoning it in the summer acOviOes for their guests. The markeOng of not only the Market, but also the Farm to Table Series, shows the strength of the event. We want to get people into Vail to not only be entertained by the Market, but by the stores, restaurants, events, world renowned music and acOviOes available. The sponsorship from the Vail Daily/Colorado Mountain News Media gave us $200,000 of in-‐kind adverOsing. The markeOng has given us a place in Colorado. We have found that many of our visitors are from Summit County, Aspen, The Denver area and the Western Slope. The markeOng we have created has made the Vail Farmers’ Market and Art Show recognized throughout Colorado. Topline MarkeHng Efforts The Vail Farmers’ Market and Art Show was started fiQeen years ago to provide a sense of community for the town of Vail. Each year the market has grown. We have created a true community for Vail. The locals, the visitors, both in state and out all come to the Market and leave with the majority of them happy and excited to come back to Vail. We are bringing people in from all over Colorado and NaOonally. The Market is showing the visitors that have come that we have a true Colorado experience outside their hotel room. Community ContribuHon • We are 100% compostable event (with exception of water bottles). We are 89% compostable at the event. The vendors are fined if they are not compostable. • We started a program with Eagle County Water and Sanitation District a few years ago to refill water bottles at the Vail Farmers’ Market and Art Show. We continue this, as we see a benefit and less plastic water bottles in the recycling. We would still like for the Town and events to be looking at a water filling station that will work 365 days a year for the Town. • We had the compostable stations around the market all days of the market. This was maintained by the Walking Mountains. It was a huge success and the only way the market could do this is through the town subsidy. We thank you for this. • Our guests used the extra summer bike racks around the market this year and this seemed to keep many riders from riding through town. It also promotes the use of bicycles. Sustainability Efforts Green Measures AddiHonal InformaHon Profit & Loss and 2016 Budget are a;ached RRC Survey Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Lodging Shopping Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$128 $48 $36$40 $3 $1 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 54% 38% 8% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 42% 21% 23% 4% 4% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 21% 17% 35% 10% 10% 8% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 71% 10% 10% 8% 2% Under $50k $50k-$100k $100-$150k $150k or more 14% 26% 16% 44% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 11% 21% 26% 21% 2% 8% Male Female 44% 56% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records10% 20% 70% 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% 60%Percent Responding55% 10% 25% 1%1%1%1%1%3% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $303.00 $10,605,072.75 $35,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days10K 20K 30K 40K 50K 60K 70K 80K 90K 83.0K Attendance Est 60% 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 Responding60% 21% 5%7%8% Visitor Type Colorado Texas Florida California Kansas 3% 3% 6% 9% 47% 2016 Vail Event Visitor Summary: Farmer's Market, Sundays June 19-October 2, 2016 (16 Sundays) Survey technique: Intercept. Overall sample size: 87 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 14 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 4.3 7.3 7.8 3.8 2.7 3.6 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:$359 $300 Overall Overnight visitor Overall VFM P and L Income Farm to table ticket 21,890.75 grant expense 382.50 sponsorship income 49,500.00 standby income 4,000.00 tent space income 122,650.00 Total Income 198,423.25 EXPENSE Sales Tax 2,827.58 Farm to table 24,100.00 advertising-banners 155.83 Graphic design 12,000.00 survey expense 4,000.00 Internet 270.00 Rental Expense 4,400.00 bags 1,000.00 bank charge 450.00 contract labor 75,500.00 entertainment 8,500.00 equipmen expense 1,200.00 food expense 1,100.00 misc expense -75.00 ofﬁce supplies 200.25 permits 1,474.33 reimbursement 619.57 sponsorship 254.50 trafﬁc control 7,800.25 145,777.31 Advertising/Marketing Public Relations 5,000.00 magazine 5,000.00 Social Media 4,662.75 Newspaper 22,500.00 radio 875.00 photography 2,000.00 web work 12,434.74 52,472.49 Total Expense 198,249.80 Net Income 173.45 35,000 Town of Vail