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Home My WebLink About04. Taste of Vail CRC 2017 Event Recap with SurveyWrap up 2017 Presentation Date: June 7th 1 Wednesday, May 31, 17 Surveyed Event Recap: Taste of Vail Cultural, Recreational & Community Category 2 CSE Presentation June 7, 2017 Wednesday, May 31, 17 Taste of Vail Event Producer: Taste of Vail Angela Mueller, Executive Director Ofﬁce: 970-401-3320 info@tasteofvail.com 3 Wednesday, May 31, 17 Overall Event Highlights & Successes •The estimated gross revenue from Taste of Vail is 1.1 million dollars for the Town of Vail for entire event. •95% of the sample surveyed came to Vail specifically for the event. •71% are extremely likely to return. •92% of paid lodging guests attending stayed in Vail. •We feel that we met the Vail Brand by promoting Vail, the lifestyle, health and wellness. In addition we achieved this by including all participating restaurants, lodging and locations in all marketing for event. •We brought an estimated 8,000 people into the Town of Vail for the Lamb Apre’s Tasting. •We brought an estimated 1,465 people into town for entire event. •This event solidifies Vail as not only a premier ski resort, but also a first class culinary destination. 4 Wednesday, May 31, 17 Questions from CSE 5 Wednesday, May 31, 17 Estimated Results* Attendance Numbers 6 Total ticket sales: 8,000 Survey Results from RRC and from Intercept Insight We feel that the event can grow by 20%. We are looking forward to increasing the number for next year. We will work with our national sponsorship and through a social media plan that will include events in key cities. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Lodging Shopping Recreation Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$176 $120 $15$27 $12 $1 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 59% 14% 18% 9% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 59% 23% 5% 5% 9% 1 2 3 - 5 6 - 8 9 - 14 15 or more 14% 55% 18% 9% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 59% 14% 9% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 30% 23% 13% 33% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 12% 15% 15% 12% 22% 17% 2% 5% Male Female 38% 62% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding83% 8%8% 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 Responding20% 62% 2%2%7%3%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$16.70 $668,126.39 $40,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 3.8K Attendance Est 75% 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%Percent Responding39% 32% 25% 5% Visitor Type Colorado California New York Illinois Minnesota Alabama Arizona 2% 2% 3% 3% 5% 7% 68% 2017 Vail Event Visitor Summary: Taste of Vail, Apr. 5 - 8, 2017 Survey technique: Intercept. Overall sample size: 60 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 28 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident 9.3 8.7 3.3 5.4 7.2 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: $325 $288 Overall Overnight visitor Overall Wednesday, May 31, 17 Estimated Results* 7 Attendees came from (local, regional, out of state, international): !68% Colorado !7% California !5% New York !3% Illinois !3% Minnesota !2% Alabama & Arizona !From total attendance: 32% of guests were out of State !Average age: 21-34: 27% 35-44: 15% 45-54: 12% 55-64: 22% 65 plus: 17% !Income Bracket of Attendees: $100.000-199,999: 34% $200,000- plus: 48% We feel this is the visitor type that will come to Vail in the late ski season: A Food and wine guest that wants to explore the Vail Lifestyle. We continue to explore new guests through social media and press. We saw an increase in our millenial guest and will continue to grow this. We feel that with the survey results, we will be using our posts/marketing and cater more to the female crowd. This has changed throughout the years and we have seen the steady increase. 8%2%2%3%5% 5% 7% 68% Colorado California New York Illinois Minnesota Alabama Arizona Misc Wednesday, May 31, 17 Estimated Results 8 Lodging: 92% attendees stayed in Town of Vail Average amount spent on lodging/day: $575 Estimated room nights booked due to event association: 625 Lodging call to action: The Taste of Vail sent out emails to all lodges for package information for Taste of Vail. All lodges that presented us with details were promoted. We worked with Vail Resorts for them to promote the Taste of Vail Package. We plan to encourage guests to make early decisions next year. We will be working with New York, California, and Houston for more commitments with early packages. Wednesday, May 31, 17 Role/Importance of Event in intent to Visit Vail 9 % of people in Vail specifically for event: 62% of people came to Vail specifically for the Taste of Vail for Lamb- which is on the above survey 95% of respondents from email survey came to Vail for Taste of Vail- Which came from Intercept survey We feel that we bring in the Vail Brand guest. They are here to ski, shop, and eat. We bring them to Vail with four days of events and they stay in Vail. We will work with the Lodges to ensure that we continue to grow. Wednesday, May 31, 17 NPS (Net Promoter Score/Likelihood to Recommend 10 We feel that the Net Promoter Score shows the overall day, event. Weather with Taste of Vail is huge, snow, and crowds. We feel that overall we will continue to survey to ensure that we continue to grow and evolve to make all guests ready to come back. We feel that listening to any feedback and working to evolve and keep the event fresh and new is how we can continue to increase our promoter score. Wednesday, May 31, 17 Visitor Intent to Return 11 Sa#sfac#on ra#ngs: On average, 83% of the ﬁrst-time visitors are 'Very' or ‘Extremely likely’ to return in the future. Visitors Intent to return was rated as a 4.6 out of 5. Survey Comments Was wonderful as always!!!!! It was perfect. If we had one comment, have more at different times of the year. Wednesday, May 31, 17 Estimated Return on Investment (ROI) 12 Addi%onal Town of Vail spending event generated: $1.1million (Based on Intercept for the four day event) Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:**$43,000 Our events make every effort for guests to spend in Vail. We stop our events at 6 pm or earlier three of our days. Lodging, restaurants, shops all know the event is occuring and we offer for any business to be in our program for a nominal fee to encourage guests to know about them. * 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 Wednesday, May 31, 17 Event Strengths & Weaknesses Exceeded expectations: Taste of Vail continued with the Debut of Rosé. The event was a great success and allowed us to hold an event in Lionshead. We have learned that the event will be a one ticket price event and we will work at expanding this throughout Lionshead next year. Vail Restaurant Wine pop ups were continued. We listed specials restaurants sent us. The Taste of Vail filled village restaurants during the week and drove more people into restaurants to help generate revenue during the Taste of Vail week. The Taste of Vail grew this year and we see this event continuing to grow. 13 Wednesday, May 31, 17 Event Strengths & Weaknesses Exceeded expectations: Taste of Vail hired Walking Mountains to follow through with mission to have a 100% compostable event. Walking Mountains did an amazing job. We were at an 90% compostable level. We grew our social media presence and our Denver Media Day and increased media placement for event. We advertised in the Front Range leading up to the event. Visitors intent to return was a 4.6 out of 5. Measures that could be taken for event improvement: Snow was here, but this year leading up to April did not acquire enough to bring true spring skiers here. We will have the event April 5-8, 2018 which is the week after Easter and when Easter is early this brings in a guest that stays. Sponsorship for the event. We have hired a Sponsorship Company, White Oak Media,effective May 2017, and we will continue to strive to find the sponsorship that is out there. 14 Wednesday, May 31, 17 Vail Brand Compatibility 15 •We feel that we met the Vail Brand by promoting Vail, the lifestyle, health and wellness. In addition we achieved this by including all participating restaurants, lodging and locations in all marketing for event. •We invite the demographic that come back. We want the guests to continue visiting us. We are like nothing on earth and the Taste of Vail experience is just that. Wednesday, May 31, 17 Community Contribution 16 Taste of Vail is a celebration of the outstanding food, wine and culture that is abundant in beautiful Vail, Colorado. The Taste of Vail’s impact on the community is from the promotion of Vail as a world class culinary destination. Events were held throughout Vail: Vail Mountain, Gore Creek Drive, Lionshead and many Taste of Vail restaurants and hotels, who hosted pop up dinners and educational seminars. The community is a large part of our event because Taste of Vail is a volunteer organization. We rely on the Vail community to enhance the experience of the large number of guests that attend the four-day event from all over the world. We typically have up to 60 volunteers at each event. Wednesday, May 31, 17 Topline Marketing Efforts 17 40% of our guests were informed about event happenings via numerous e-blasts that were distributed between September 2016 and April 2017. E-communications were distributed to approximately 80,000 people. The Denver Media Drop resulted in both media placements and attendance at the 2017 event. Think Big Media met journalists representing publications such as Colorado Homes & Lifestyles, 5280, Mountain Living,Luxuryskitrips, and AAA Encompas, Sunset, Forbes, Cowboys and Indians, Wine Enthusiast . TOV hosted writers from local, regional and national publications including Vail Daily, TV8, Mountain Living Magazine, Colorado Homes and Lifestyles and freelancers who write for publications such as SF Chronicle, About.com, AAA Western Journey, Sunset, Denver Life, etc. Our print/web publications for 2017 were: 5280 Magazine Vail Daily Aspen Daily News Aspen Times Denver Post Summit Daily News, Postcards: Went to restaurants, wineries, lodging and sponsors (two different postcards) Taste of Vail Program Taste of Vail banners Bus Ads Parking Structure Ads Vail Daily The Know Ecosalon Mountain Town Colorado Global Traveler Dining out Denver/Boulder yelpDenver Best Festivals Colorado Home & Style The Denver Ear Zagat Cowboys & Indians Wine Enthusiast Luxury Ski Trips.com Palate Exposure Wednesday, May 31, 17 Topline Marketing Efforts PR 18 42 Pieces of Coverage 2.94 Million online readership 56.4K Estimated Coverage Views 1.03K Social Shares 47 Average Domain Authority 170k Circulation Pre-Event Coverage Wednesday, May 31, 17 Topline Marketing Efforts-PR 19 Cowboys & Indians Magazine-Best Spring Festivals Mar 1 2017 circulation: 170K Wednesday, May 31, 17 Topline Marketing Efforts-PR 20 Colorado Home & Style Apr 5 2017 (est.) monthly visits: 600 (est.) coverage views: 144 domain authority: 21 DiningOut Denver/Boulder Apr 3 2017 (est.) monthly visits: 29.1K (est.) coverage views: 4.18K domain authority: 3337 Wednesday, May 31, 17 Topline Marketing Efforts-PR 21 (est.) monthly visits: 76.4K (est.) coverage views: 10.9K domain authority: 3384 http://luxuryskitrips.com/vail_colorado_spring_skiing.htm Wednesday, May 31, 17 Topline Marketing Efforts-PR 22 During event coverage and Post event Stories to come Denver Dining Out Palate Exposure MarlaMeridith.com http://www.vaildaily.com/news/vail-today-vails-original-avalanche-dog-gets-his-own-wine-label-video/ http://www.postindependent.com/news/entertainment/howell-mountain-wine-rises/ https://www.thedailymeal.com/recipes/four-seasons-world-famous-haute-chocolate-recipe https://www.thedailymeal.com/travel/taste-vail-featured-best-chefs-wines-and-food Wednesday, May 31, 17 Topline Marketing Efforts Social Media 23 Facebook: https://www.facebook.com/TasteofVail/?fref=ts Twitter: https://twitter.com/TasteOfVail Instagram: https://www.instagram.com/tasteofvail/ We are using social media as a tool to grow the event. We have seen this avenue grow quickly. We are cautious with our posts to ensure the message is added value Wednesday, May 31, 17 Rated among the nation´s best spring food & wine festivals by media outlets such as Forbes.com, USA Today and The Travel Channel SEMINARS Howell Mountain Exploration • $50 Friday, April 7, 2017 | 3-4:30PM | Cucina at the Lodge At Vail Hard to Handle: Perfect Pairings for Difficult Dishes • $60 Friday, April 7, 2017 | 4:30-6PM | Express Lift, West of Gondola One Grenache Tasting • $50 Saturday, April 8, 2017 | 11AM-12:30PM | Matsuhisa Restaurant Riesling Rising: Reﬁned, Expressive & Dry • $60 Saturday, April 8, 2017 | 1-2:30PM | Matsuhisa Restaurant Explore the Hidden Treasure: Portuguese Wine with Esporão, Quinta do Mouro & MS Brett Zimmerman • $50 Saturday, April 8, 2017 | 3-4:30PM | The Sebastian, Vail Taste of Vail Blind Tasting with Advanced Sommelier, Jeremy Campbell • $50 Saturday, April 8, 2017 | 1-2:30PM | The Sebastian, Vail Blend with one of the Best, Bob Iantosca from Gloria Ferrer Caves & Vineyards • $50 Saturday, April 8, 2017 | 9-10:30AM | Vail Marriott Mountain Resort, Grand Ballroom WINE DINNERS Larkspur & Taste of Vail Present James Beard Foundation's Celebrity Chef Tour • $195 Friday, April 7, 2017 | 6-10PM | Larkspur Restaurant SIGNATURE EVENTS MOUNTAIN TOP TASTING • $145 Friday, April 7, 2017 | 12-2:30PM Eagle’s Nest via Eagle Bahn Gondola Held at 10,350 feet above sea level, this event offers spectacular mountain vistas accompanied by gourmet food, beer, wine, and spirits. GRAND TASTING & AUCTION • $190 Saturday, April 8, 2017 | 6-9PM Vail Mountain Marriott Resort, Grand Ballroom Taste of Vail's annual decadent and unparalleled wine and culinary spectacle. This event features all of Taste of Vail's wineries and restaurants. The evening will include Taste of Vail's Auction. APRIL 5 - 92017 TASTE OF VAIL SCHEDULE OF EVENTS tasteofvail.com SPONSORS TO DATE #ToV2k17 Rated among the nation´s best spring food & wine festivals by media outlets such as Forbes.com, USA Today and The Travel Channel SEMINARS Pinot Noir Around the World with Master Sommelier Brett Zimmerman • $50 Thursday, April 6, 2017 | 2-3:15PM | Cucina at the Lodge At Vail Howell Mountain Exploration • $50 Friday, April 7, 2017 | 3-4:30PM | Cucina at the Lodge At Vail Hard to Handle: Perfect Pairings for Difficult Dishes • $60 Friday, April 7, 2017 | 4:30-6PM | Express Lift, West of Gondola One Grenache Tasting • $50 Saturday, April 8, 2017 | 11AM-12:30PM | Matsuhisa Restaurant Riesling Rising: Reﬁned, Expressive & Dry • $60 Saturday, April 8, 2017 | 1-2:30PM | Matsuhisa Restaurant Explore the Hidden Treasure: Portuguese Wine with Esporão, Quinta do Mouro & MS Brett Zimmerman • $50 Saturday, April 8, 2017 | 3-4:30PM | The Sebastian, Vail Taste of Vail Blind Tasting with Advanced Sommelier, Jeremy Campbell • $50 Saturday, April 8, 2017 | 1-2:30PM | The Sebastian, Vail Blend with one of the Best, Bob Iantosca from Gloria Ferrer Caves & Vineyards • $50 Saturday, April 8, 2017 | 9-10:30AM | Vail Marriott Mountain Resort, Grand Ballroom WINE DINNERS Larkspur & Taste of Vail Present James Beard Foundation's Celebrity Chef Tour • $195 Friday, April 7, 2017 | 6-10PM | Larkspur Restaurant SIGNATURE EVENTS DEBUT OF 2016 ROSÉ • $55 Wednesday, April 5, 2017 | 3-6PM The Arabelle at Vail Square in Lionshead, Grand Ballroom The Taste of Vail will offer a chance to experience just released Rosés for the ﬁrst time at this 2016 Debut event. The event will have over 100 Rosé varietals to try. AMERICAN LAMB COOK-OFF • $85 Thursday, April 6, 2017 | 3-6PM Vail Village The American Lamb Cook-Off is the ultimate Après Ski Tasting: a true Aprés Ski Party. Sample an array of lamb dishes, courtesy of the Vail Valley's ﬁnest chefs and the American Lamb Board. Individual $5 tickets will be available in the event. MOUNTAIN TOP TASTING • $145 Friday, April 7, 2017 | 12-2:30PM Eagle’s Nest via Eagle Bahn Gondola Held at 10,350 feet above sea level, this event offers spectacular mountain vistas accompanied by gourmet food, beer, wine, and spirits. GRAND TASTING & AUCTION • $190 Saturday, April 8, 2017 | 6-9PM Vail Mountain Marriott Resort, Grand Ballroom Taste of Vail's annual decadent and unparalleled wine and culinary spectacle. This event features all of Taste of Vail's wineries and restaurants. The evening will include Taste of Vail's Auction. Paella Luncheon & Spanish Wine Seminar with Olé Imports Founder, Patrick Mata • $50 Thursday, April 6, 2017 | 11AM-2PM | White Bison Restaurant APRIL 5 - 92017 TASTE OF VAIL SCHEDULE OF EVENTS tasteofvail.com SPONSORS TO DATE #ToV2k17 Rated among the nation´s best spring food & wine festivals by media outlets such as Forbes.com, USA Today and The Travel Channel TASTE OF VAIL SCHEDULE OF EVENTS SPONSORS TO DATE SEMINARS Blend with one of the Best, Bob Iantosca from Gloria Ferrer Caves & Vineyards • $50 Saturday, April 8, 2017 | 9-10:30AM Vail Marriott Mountain Resort, Grand Ballroom Grenache Tasting • $50 Saturday, April 8, 2017 | 11AM-12:30PM Matsuhisa Restaurant Taste of Vail Blind Tasting with Advanced Sommelier, Jeremy Campbell • $50 Saturday, April 8, 2017 | 1-2:30PM The Sebastian, Vail Riesling Rising: Reﬁned, Expressive & Dry • $60 Saturday, April 8, 2017 | 1-2:30PM Matsuhisa Restaurant Explore the Hidden Treasure: Portuguese Wine with Esporão, Quinta do Mouro & MS Brett Zimmerman • $50 Saturday, April 8, 2017 | 3-4:30PM The Sebastian, Vail SIGNATURE EVENTS GRAND TASTING & AUCTION • $190 Saturday, April 8, 2017 | 6-9PM Vail Mountain Marriott Resort, Grand Ballroom Taste of Vail's annual decadent and unparalleled wine and culinary spectacle. This event features all of Taste of Vail's wineries and restaurants. The evening will include Taste of Vail's Auction. tasteofvail.com APRIL 5 - 92017 #ToV2k17 SPONSORS TO DATE 24 Topline Marketing Efforts Ads Wednesday, May 31, 17 Topline Marketing Efforts Ads Rated among the nation´s best spring food & wine festivals by media outlets such as Forbes.com, USA Today and The Travel Channel TASTE OF VAIL SCHEDULE OF EVENTS SEMINARS WINE DINNERS SIGNATURE EVENTS DEBUT OF 2016 ROSÉ • $55 Wednesday, April 5, 2017 3-6PM | The Arabelle at Vail Square in Lionshead, Grand Ballroom The Taste of Vail will offer a chance to experience just released rosés for the ﬁrst time at this 2016 Debut event. The event will have over 100 rosé varietals to try. AMERICAN LAMB COOK-OFF • $85 Thursday, April 6, 2017 3-6PM | Vail Village The American Lamb Cook-Off is the ultimate Après Ski Tasting: a true Aprés Ski Party. Sample an array of lamb dishes, courtesy of the Vail Valley's ﬁnest chefs and the American Lamb Board. Individual $5 tickets will be available in the event. MOUNTAIN TOP TASTING • $145 Friday, April 7, 2017 12-2:30PM | Eagle’s Nest via Eagle Bahn Gondola Held at 10,350 feet above sea level, this event offers spectacular mountain vistas accompanied by gourmet food, beer, wine, and spirits. GRAND TASTING & AUCTION • $190 Saturday, April 8, 2017 6-9PM | Vail Mountain Marriott Resort, Grand Ballroom Taste of Vail's annual decadent and unparalleled wine and culinary spectacle. This event features all of Taste of Vail's wineries and restaurants. The evening will include Taste of Vail's Auction. tasteofvail.com APRIL 5 - 92017 Larkspur & Taste of Vail Present James Beard Foundation's Celebrity Chef Tour • $195 Friday, April 7, 2017 | 6-10PM | Larkspur Restaurant Pinot Noir Around the World with Master Sommelier Brett Zimmerman • $50 Thursday, April 6, 2017 | 2-3:15PM | Cucina at the Lodge At Vail Howell Mountain Exploration • $50 Friday, April 7, 2017 | 3-4:30PM | Cucina at the Lodge At Vail Hard to Handle: Perfect Pairings for Difficult Dishes • $60 Friday, April 7, 2017 | 4:30-6PM | Express Lift, West of Gondola One Grenache Tasting • $50 Saturday, April 8, 2017 | 11AM-12:30PM | Matsuhisa Restaurant Riesling Rising: Reﬁned, Expressive & Dry • $60 Saturday, April 8, 2017 | 1-2:30PM | Matsuhisa Restaurant Explore the Hidden Treasure: Portuguese Wine with Esporão, Quinta do Mouro & MS Brett Zimmerman • $50 Saturday, April 8, 2017 | 3-4:30PM | The Sebastian, Vail Taste of Vail Blind Tasting with Advanced Sommelier, Jeremy Campbell • $50 Saturday, April 8, 2017 | 1-2:30PM | The Sebastian, Vail Blend with one of the Best, Bob Iantosca from Gloria Ferrer Caves & Vineyards • $50 Saturday, April 8, 2017 | 9-10:30AM | Vail Marriott Mountain Resort Paella Luncheon & Spanish Wine Seminar with Olé Imports Founder, Patrick Mata • $50 Thursday, April 6, 2017 | 11AM-2PM | White Bison Restaurant #ToV2k17 SPONSORS TO DATE 25 Rated among the Nation's Top Food & Wine Festivals by Forbes.com, USA Today and the Travel Channel APRIL 5-9, 2017 www.tasteofvail.com SPONSORS TO DATE EARLY PRICING NOW AVAILABLE! | $405 Signature Pass till December 31st Wednesday, May 31, 17 TASTE OF VAIL | APRIL 5-9, 2017 tasteofvail.com #ToV2k17 SPONSORS TO DATE Seminar 6-Pack • $185 Six Pre-Chosen Seminars Seminar 4-Pack • $150 Four Pre-Chosen Seminars Paella Luncheon & Spanish Wine Seminar with Olé Imports Founder, Patrick Mata • $50 Thursday, April 6, 2017 | 11AM-2PM | White Bison Restaurant Pinot Noir Around the World with Master Sommelier Brett Zimmerman • $50 Thursday, April 6, 2017 | 2-3:15PM | Cucina at the Lodge at Vail Howell Mountain Exploration • $50 Friday, April 7, 2017 | 3-4:30PM | Cucina at the Lodge at Vail Hard to Handle: Perfect Pairings for Difficult Dishes • $60 Friday, April 7, 2017 | 4:30-6PM | Express Lift, West of Gondola One Blend with one of the Best, Bob Iantosca from Gloria Ferrer Caves & Vineyards • $50 Saturday, April 8, 2017 | 9-10:30AM | Vail Marriott Mountain Resort, Grand Ballroom Grenache Tasting • $50 Saturday, April 8, 2017 | 11AM-12:30PM | Matsuhisa Restaurant Taste of Vail Blind Tasting with Advanced Sommelier, Jeremy Campbell • $50 Saturday, April 8, 2017 | 1-2:30PM | The Sebastian, Vail Riesling Rising: Refined, Expressive & Dry • $60 Saturday, April 8, 2017 | 1-2:30PM | Matsuhisa Restaurant Explore the Hidden Treasure: Portuguese Wine with Esporão, Quinta do Mouro & MS Brett Zimmerman • $50 Saturday, April 8, 2017 | 3-4:30PM | The Sebastian, Vail 26 Wednesday, May 31, 17 Event Budget CSE funds: $40,000 Funding utilization: CSE funds were used for the, Debut of Rosé event, which was a success, the Lamb/ Après’ event and the Grand Tasting. Marketing, advertising and PR are large parts of our event. In-kind sponsorship: Vail Resorts American Lamb Board 5280 Magazine Avid Design Govino National Beef Red Bird Seaboard Farms US Foods Resort App Tiga Advertising Vail Mountain Coffee & Tea Avon Liquors Alpine Wine & Spirits Colorado Mountain Express Johnson and Wales 27 Wednesday, May 31, 17 Event Budget: Potential for Growth & Sponsorships/Media 28 Cash Sponsorship Town of Vail Maserati Crazy Mountain Brewery Hammer Stahl We have hired a Sponsorship Coordination Company. They have started May 2017, and we hope to see a significant increase in our sponsorship for the Taste of Vail. Our sponsorships are in negotiations and as soon as we have signed any, we will inform the Town of Vail. We plan on working with our local breweries again and also National brands that have not been a part for a period of time. Wednesday, May 31, 17 Sustainability Efforts 29 Taste of Vail hired Walking Mountains to follow through with mission to have a 100% compostable event. Walking Mountains did an amazing job. We were at an 90% compostable level. We used funding to ensure that all trash was sorted. We purchased all plates, napkins and utensils for restaurants to use. We are at our max for sustainability. We will work at having a water station and will continue to not have bottled water at this event. 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. Wednesday, May 31, 17 Thank you The Town of Vail and CSE makes this event possible. We thank you for your continued support in an event that is growing and evolving. We look forward to seeing you at the Taste of Vail Fall Tasting! 30 Wednesday, May 31, 17 Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Lodging Shopping Recreation Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$176 $120 $15$27 $12 $1 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 59% 14% 18% 9% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 59% 23% 5% 5% 9% 1 2 3 - 5 6 - 8 9 - 14 15 or more 14% 55% 18% 9% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 59% 14% 9% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 30% 23% 13% 33% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 12% 15% 15% 12% 22% 17% 2% 5% Male Female 38% 62% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding83% 8%8% 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 Responding20% 62% 2%2%7%3%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$16.70 $668,126.39 $40,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 3.8K Attendance Est 75% 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%Percent Responding39% 32% 25% 5% Visitor Type Colorado California New York Illinois Minnesota Alabama Arizona 2% 2% 3% 3% 5% 7% 68% 2017 Vail Event Visitor Summary: Taste of Vail, Apr. 5 - 8, 2017 Survey technique: Intercept. Overall sample size: 60 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 28 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident 9.3 8.7 3.3 5.4 7.2 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:$325 $288 Overall Overnight visitor Overall Total Revenue CSE $ 40,000.00 Associate $ 77,034.67 Auction $ 9,230.00 Ticket Revenue $ 165,397.14 Total Revenue $ 291,661.81 Gross Profit $ 291,661.81 Expenditures 5000 Event Expense $ 15,643.47 Auction $ 130.00 Rose $ 4,683.89 Grand Tasting $ 30,298.00 Lamb $ 29,860.13 Picnic $ 12,720.98 Seminars $ 5,314.91 $ 98,651.38 Advertising & Promotion 21,839,97 PR $ 15,000.00 Total Marketing $ 5,999.14 Total Printing $ 18,231.00 Social Media $ 15,250.00 Signage $ 2,978.00 Photographer $ 2,541.00 Total Advertising & Promotion $ 59,999.14 General & Admin Exp Accounting/Legal $ 1,200.00 contract labor $ 69,000.00 Bank Charges $ 4,320.00 Dues $ 550.00 Taste of Vail Budget to date September 2016 - May 2017 Insurance $ 16,783.81 Licenses & Fees $ 1,734.30 Postage $ 310.33 Rent-Storage $ 5,500.00 Statiionery/Office Supply $ 2,013.04 Survey $ 2,500.00 Gift Bags $ 2,800.00 Hospitality $ 352.95 Volunteer $ 2,550.00 Telephone/inrwenwr $ 4,500.00 General & Admin Exp $ 114,114.43 Total Expenditures $ 272,764.95 Net Revenue $ 18,896.86