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HomeMy WebLinkAbout11. Recap Vail Farmers Market 2017Vail  Farmers’  Market  &  Art  Show     Vail  Farmers’  Market     Wrap  up  2017   Vail  Farmers’  Market  and  Art  Show:     June  18th-­‐October  1st  ,    2017   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  acPve  outdoor  enthusiast   into  town.  The  guest  takes  Pme  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  craRs  and  tourists   come  and  enjoy  the  outdoors  while  they  shop  in  Vail.     • We  offered  acPviPes  for  the  culinary,  acPve  outdoor  enthusiast  to  come.  The   2017  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  CompaFbility   “Premier  Interna0onal  Mountain  Resort  Community”     Strengths:  We  exceeded  expectaFons!    Brings  in  over  216,224,(via  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  visiPng   tourists  staying  in  Vail,  and  the  Coloradans  coming  in  for  an  acPve  day  in  the  mountains.      The  event  markets  Vail:     The  Vail  Farmers’  Market  and  Art  Show  Increased  business  for  the  town  of  Vail  from   June  18th  to  October  1st,    2017.     Added  value  to  the  guest  experience  in  Vail.  The  Vail  Farmers’  Market  and  Art  Show  gave   visiPng  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  4.9   nights.  The  Vail  Farmers’  Market  and  Art  Show  produced  approximately  6,836  room   nights.  The  esPmated  gross  revenue  generaPon  was  approximately  $13  million.     Each  year  we  have  seen  this  grow.  Colorado  visitors  have  a  reason  to  come  back  another   weekend  aRer  visiPng.  The  survey  has  found  that  89%  of  the  guests  surveyed  plan  to   come  back.     Event  Strengths  &  Weaknesses   This  year  our  markePng  of  the  Vail  Farmers’   Market  and  Art  show  included  the  following   adverPsing:           The  Vail  Farmers  Market  increased   parPcipaPon  in  all  summer  events.  We   enhanced  our  Market  by  showing  how   buying  local  truly  works.     Our  ads  encouraged  folks  to  come  to  Vail  for   mulPple  days,  for  mulPple  events  and  to  stay   overnight  in  Vail  hotels.  We  saw  this  grow  by   almost  from  3.7  to  4.9  room  nights  our   guests  are  staying.     This  added  bonus  for  the  Town  of  Vail  and  all   events  creates  a  true  community  feel  for   Vail.     Weather  is  always  a  deterrent,  but  this  year   even  when  a  bit  rainy  we  had  guests  coming.     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  adverPsing  that  we  have  received  from  5280,  Vail  Daily  and  social  media  has  put  our  market  out   there  for  all  of  Colorado  to  see.  Social  Media  has  created  a  huge  following  for  us  and  the  Pme  we   spend  to  give  them  informaPon  to  conPnue  coming  has  been  well  spent!     Event  Strengths  &  Weaknesses   We  listened  to  what  our  survey  has  told  us  and  we  will  be  working  on:   1.We  have  used  the  .     We  will  have  Chef  demos  at  the  market  this  year   We  will  have  more  water  staPons  next  year.     We  will  be  adding  and  changing  vendors  for  2018   • 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  authenPc  Colorado  made  quality  is  enhanced  for  everyone,  including  Town  of   Vail  business  booths.       Event  Strengths  &  Weaknesses   • Total event budget: 2017 attached • CSE funds: we received for 2017: $35,000 • Profit and loss: attached • Funding utilization: The CSE funds were used for both growing and marketing the event. We look for ways to have a new interest at the market each year. This year we will be doing Chef Demos during the market on specified weekends to showcase both the Farm to table events and the use of produce and items available at the market. We truly want to re instill this idea to everyone.. • In-kind sponsorship: The Vail Farmers’ Market & Art Show has in kind sponsorship from the town for garbage pickup, The Town of Vail with help for keeping our composting program going. We also have an in kind sponsorship with the Vail Daily. • Cash sponsorship: We had sponsorship from Food Network, Slifer Smith & Frampton, Renewal by Andersen, and the Town of Vail Event  Budget   EsPmated  acendance:     • %  of  people  in  Vail  specifically  for  event:  The  Vail  Farmers’  Market  and  Art  show  esPmates  that  there   were  216,000  people  in  Vail  for  the  market  over  Summer  2017.    The  gross  revenue  generated  by   these  guests  is  $12,926,662.   • %  of  people  acended  previous  years:      We  found  that  89%  are  very  or  extremely  likely  to  return  in  the  future.      82%  of  the  acendees  had  been  to  the  market  in  the  past.  18%  were  first  year  acendees.  On  average   the  respondents  acended  3.2  Vail  Farmers’  Markets  in  2017.   *Based  on  survey  results   EsFmated  Results*   A;endance  Numbers   • Acendees  came  from  (local,  regional,  out  of  state,   internaPonal):    Local:  56%        In  State  (non  local):  8%      Out  of  State:  10%    InternaPonal:  3%   • Average  age  and  income  bracket  of  acendees:    88%  were  between  the  ages  of  25-­‐64.      The  weighted  average  age  from  survey  was  44.9  years    The  average  of  children  less  than  18:  8.5  years    We  found  that  55%  were  male  and  45%  were  female.      26%  came  with  dog   The  income  bracket:      88%  of  acendees  had  an  income  level  of  $100,000  -­‐ $500,000  plus    15%  were  at  the  $55,000-­‐99,999  income  level   *Based  on  survey  results   EsFmated  Results*   Demographic  Profile   • Lodging:  2017:  $2,951,971  was  spent  in  lodging  during  the  Vail  Farmers’  Market.   66%  acendees  stayed  in  Town  of  Vail:   22%  of  acendees  stayed  in  paid  lodging,     5%  stayed  with  family/friends,     14%  were  second  home  owners,     5%  Pmeshare   56%  Vail  is  primary  residence     8%  it  is  a  day  trip   • Average  amount  spent  on  lodging/day:  The  average  amount  of  room  nights  generated  in  Vail   was  5.7nights.  The  average  cost  for  a  room  was  $480  per  night.     • EsPmated  room  nights  booked  due  to  event  associaPon:  6,863  nights   • Lodging  call  to  acPon:  (Based  on  only  Vail  Stays)     • Dining:  $3,409,440    revenue  dollars  were  spent  on  dining  in  Vail   • Shopping:  $3,452,295  revenue  dollars  are  esPmated  to  have  been  spent  in  retail  stores  and  vendors   at  market   • Other  AcPviPes:  $1,504,337  was  esPmated  to  have  been  spent  on  other  acPviPes  in  Vail.     *Based  on  survey  results   EsFmated  Results*   Event  A;endee  Es0mated  Spending   AddiPonal  Town  of  Vail  spending  event  generated:     • RaPo  of  increased  revenue  to  amount  of  funding  received:    The  esPmated  revenue  of   $12,926,662    and  the  CSE  funded  the  VFM  35,000  for  the  Market  and  the  Farm  to  table  Series.   That  is  .00270758%  of  the  CSE  funded  money.   The  Vail  Farmers’  Market  and  Art  Show  generated  $12,926,662  million  dollars     Sales  tax  we  generated  for  the  16  Sundays  is  an  esPmated:  $517,066  from  the  visitors  in  town.   AddiPonal  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.   **  Town  of  Vail  sales  tax  =  4%.  Lodging  tax  =  5%   EsFmated  Return  on  Investment  (ROI)*   SaPsfacPon  raPngs:   • Net  Promoter  Score  is  90   • 89%  of  visitors  are  “very”  or  “extremely  likely”  to  return  in  the  future   • Overall  SaPsfacPon-­‐  4.7  (using  a  scale  of  1  to  5,  where  1=Not  at  all   saPsfied  and  5=  Extremely  saPsfied)   • 74%  of  the  acendees  came  to     Vail,  CO  specifically  for  the  Market.     *Based  on  survey  results.   Visitor  Intent  to  Return*   The  following  efforts  were  made  to  promote  the  Vail  Farmers’   Market  and  Art  Show.  (Examples  have  been  acached  at  the  end  of   this  presentaPon)   Vail  Daily  had  full  page  ads  run  weekly  during  the  market  season   5280  had  an  ad  for  June,  July,  August  and  September     The  Aspen  Times  had  1  full  page  ad  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   Topline  MarkeFng  Efforts   Topline  MarkeFng  Efforts  Vail Farmers’ Market & Art Showfor more information visit vailfarmersmarket.com VENDORS AT MARKET: A Secret Garden, Alpenrose, Alpine Dressing, Alpine Wine Design, Anna Vail Cheese, Avon Bakery & Deli, Batter, Be Good to People, Beaver Taters, Becca’s Gourmet Goodies, Blossom, Blus’, Bob’s Roasted Nuts, Bookcliff Vineyards, Breckenridge Candle Cabin, Brown Dog Antlers, Burton Maple Syrup, Clarks Family Orchard, Climax Jerky, Cold Mountain Craft, Cole & Danier Modern Design, Colorado Wood Slice, Crepes ala Cart, Dakota Craftsman, Denimax, Donna Causland Porcelain, Dragan’s Funnel Cakes, Dream Cream Colorado, Eagle River Water & Sanitation, Eat a Peach, Eddie’s Flags, Eye Pieces of Vail, FSTO, Gilded Spruce, Goldberg Pottery, Grate Roots, Green Elephant Juicery, Grind Mills, Harriet’s’ Little Soap, Harvest, Helga’s Organic Homemade Pies, High T Snacks, Homemade European Kitchen, Hooked, Hygge Life, Ian Clark Art, Jaime Leigh Bourbonne Photography, Jeffreez Gelato, Jill Scher, Joe’s Deli, Kaleb’s Katch, Keen I Design, Kidsport, Kirby Cosmos, KS Designs, Delizioso, La Cantina, LaNae, Left Bank, Liv Sothebys, Living Green, Loredanas, Matsuhisa, Maya, MB Olivia’s Design, Minturn Anglers, Moore Comforts, Mountain Cupcakes, Natures Detail Photography, Nicky’s Quicky, No Bull Entertainment, Odd Molly, Off Piste Sports, Pastamore, Perch, Plata, RBS Foods, Renewal by Andersen, Resort Books, Rock Art News, Rocky Mountain Taco, Root & Flower, Root Down Organics, Ruth’s Toffee, Simplicity Longboards, Slifer, Smith & Frampton, Smart Cookie Dog Treat, Smith & Truslow, Something Good, Styria Catering, Sushi Oka, Swedish Clog Cabin, The Bookworm, The Rose, Tony Gulizia Inc, Townies Kettle Corn, Trout Creek Farm, Cobalt & Curry, Vail Boot & Shoe, Vail Mountain Coffee and Tea Company, Vail Daily, Vail Meat Co., Vail Resorts, Vail Rotary, Vail Style, Vines at Vail, Vintage, Viola Studio, Wabi Sabi Mudworks, Walking Mountains, Wildwood Smokehouse, WW Lemonade, Wynn Farms, Vail Boot and Shoe, Skye Designs, Valbruna, Eagle River Water & Sanitation District Sponsors To Date Join us for fresh produce, family entertainment, delicious food, Colorado artisans and more! SUNDAY | 10:00AM-3:30PM | JUNE 18 - OCTOBER 1 Solaris - Vail Jazz at the Market Joe Smith & the Spicy Pickles Entertainment Farms • Clarks Family Orchards • Harvest • Eat a Peach • EatDrink • Anna Vail Cheese • Wynn Family Farms Now Ready • Sno peas • Sugar snap peas • English peas (shucking) • Fresh garlic • Beets • Heirloom tomatoes • Mini heirloom tomatoes • Beef steak tomatoes • Swiss chard • Tomatoes • Peppers • Cucumbers • Squash • Kale • Herbs • Apricots, • Sugar snap peas • Peaches • Radishes • Tiny Cucumbers • Greenhouse tomatoes • Greenhouse heirloom tomatoes • New Potatoes • Onions • Beets • Rhubarb • Scallions • Arugula • Spinach • Baby kale • Micro greens • Herbs • Peaches-peaches and more Palisade Peaches Vail Farmers’ Market & Art Showfor more information visit vailfarmersmarket.com SPECIAL THANKS TO A Secret Garden, Alpenrose, Alpine Dressing, Alpine Wine Design, Anna Vail Cheese, Avon Bakery & Deli, batter, Be Good to People, Beaver Taters, Becca’s Gourmet Goodies, Blossom, Blus’, Bob’s Roasted Nuts, Bookcliff Vineyards, Breckenridge Candle Cabin, Brown Dog Antlers, Burton Maple Syrup, Clarks Family Orchard, Climax Jerky, Cold Mountain Craft, Cole & Danier Modern Design, Colorado Wood Slice, Crepes ala Cart, Dakota Craftsman, Denimax, Donna Causland Porcelain, Dragan’s Funnel Cakes, Dream Cream Colorado, Eagle River Water & Sanitation, Eat a Peach, Eddie’s Flags, Eye Pieces of Vail, FSTO, Gilded Spruce, Goldberg Pottery, Grate Roots, Green Elephant Juicery, Grind Mills, Harriet’s’ Little Soap, Harvest, Helga’s Organic Homemade Pies, High T Snacks, Homemade European Kitchen, Hooked, Hygge Life, Ian Clark Art, Jaime Leigh Bourbonne Photography, Jeffreez Gelato, Jill Scher, Joe’s Deli, Kaleb’s Katch, Keen I Design, Kidsport, Kirby Cosmos, KS Designs, Delizioso, La Cantina, LaNae, Left Bank, Liv Sothebys, Living Green, Loredanas, Matsuhisa, Maya, MB Olivia’s Design, Minturn Anglers, Moore Comforts, Mountain Cupcakes, Natures Detail Photography, Nicky’s Quicky, No Bull Entertainment, Odd Molly, Off Piste Sports, Pastamore, Perch, Plata, RBS Foods, Renewal by Andersen, Resort Books, Rock Art News, Rocky Mountain Taco, Root & Flower, Root Down Organics, Ruth’s Toffee, Simplicity Longboards, Slifer, Smith & Frampton, Smart Cookie Dog Treat, Smith & Truslow, Something Good, Styria Catering, Sushi Oka, Swedish Clog Cabin, The Bookworm, The Rose, Tony Gulizia Inc, Townies Kettle Corn, Trout Creek Farm, Cobalt & Curry, Vail Boot & Shoe, Vail Coffee & Tea Mountain Roasters, Vail Daily, Vail Meat Co., Vail Resorts, Vail Rotary, Vail Style, Vines at Vail, Vintage, Viola Studio, Wabi Sabi Mudworks, Walking Mountains, Wildwood Smokehouse, WW Lemonade, Wynn Farms, Vail Boot and Shoe Sponsors To Date Join us for fresh produce, family entertainment, delicious food, Colorado artisans and more! SUNDAY | 10:30AM-3:30PM | JUNE 18 - OCTOBER 1 FARM TO TABLE DINNERS JUNE 30 • JULY 14 • AUGUST 6 Solaris - Vail Jazz at the Market https://www.vailjazz.org performances/ vail-jazz-festival/vail-jazz- at-the-market/ June 25: Max Wagner Quartet Secret Garden Location June 25: Skin the Rabbit bluegrass Entertainment • A Secret Garden (Towels, flowers) • Alpenrose (Baked European Treats) • Hooked/Revolution (Food) • Hygge Life (Swedish Colorado Crafts) • Skye Designs (Colorado Artisan Creations) • WW Lemonade (Lemonade) • The Bookworm (Books) • Cole & Danier Modern Stitches (Handmade blankets) • Pazzos • Skye Designs • Valbruna Vendors For more information http://www.vailfarmersmarket.com/farm-to-table/ • Chefs for the Farm to table Series • Pendelum Executive Chef Jake Burkhardt • Chef Chris Benson • Chef Tim McCaw • The Fitz Bar & Restaurant Executive Chef Kenneth Butler • Flame and The Remedy Executive Chef Marcus Stewart • The Tenth Executive Chef Tim McCaw Farm To Table Farms 1. Clark Family Orchards 2. Eat a Peach 3 Harvest 4. Trout Creek Farm 5. Wynn Farms Now Ready • Cherries and more cherries • Sno peas • Sugar snap peas • English peas (shucking) • Fresh garlic • Beets • Heirloom tomatoes • Mini heirloom tomatoes • Beef steak tomatoes • Swiss chard • Lots of big mature plants • Tomatoes • Peppers • Cucumbers • Squash • Kale • Herbs • Apricots, • Rainier-cherry • Sugar snap peas • A few peaches • Radishes • Tiny Cucumbers • Greenhouse tomatoes • Greenhouse heirloom tomatoes • New Potatoes • Onions • Beets • Rhubarb • Scallions • Arugula • Spinach • Baby kale • Micro greens • Herbs • Plant starts vail farmers’ market and art show FOR TICKETS OR MORE INFO VISIT VAILFARMERSMARKET.COM Join us For fresh produce, family entertainment, delicious food, Colorado artisans and more! SUNDAYS 10:30AM 3:30PM JUNE 18 OCTOBER 1 SPONSORS TO DATE Topline  MarkeFng  Efforts   Social  Media   Topline  MarkeFng  Efforts   PR   Total  Vail  Farmers’  Market  &  Art  Show  and  Farm  to  Table   Dinner  Coverage     12+  Local  and  Regional  Placements  2017   More  than  6.87  M  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  naPonal  media  for  ‘Best  of  Farmers’  Markets’  for  2018   Hosted  select  media  to  Farm  to  Table  Dinners  including:     Vail  Daily   MTN  Town  Magazine   Vail  Valley  Magazine   Denver  Life   Dining  Out  Denver  &  Boulder   Topline  MarkeFng  Efforts   PR   Topline  MarkeFng  Efforts   PR   Topline  MarkeFng  Efforts   PR   The  Market  adverPsed  and  promoted  our  farmers  and  Colorado  made  arPsans.    The  Farm  to  Table   Series  addiPon  to  the  market  gave  us  more  opportuniPes  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  menPoning  it  in  the  summer  acPviPes  for  their  guests.     The  Vail  Farmers  Market  &  Art  Show  is  in  the    VLMAD  ad  schedule.     The  markePng  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  acPviPes  available.       The  markePng  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  markePng  we  have  created  has   made  the  Vail  Farmers’  Market  and  Art  Show  recognized  throughout  Colorado.     Topline  MarkeFng  Efforts   The  Vail  Farmers’  Market  and  Art  Show  was  started  sixteen  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  NaPonally.  The  Market  is  showing  the  visitors  that  have  come  that  we  have  a  true   Colorado  experience  outside  their  hotel  room.     Community  ContribuFon   • 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 have started a program with Eagle County Water and Sanitation District to refill water bottles at the Vail Farmers’ Market and Art Show. We will continue this, along with having water bottles for sale at the event. 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   AddiFonal  InformaFon   AddiFonal  InformaFon   Profit  &  Loss  and  2017  Budget  are  a;ached     Jan 1 - Oct 30, 2017 Income sponsorship income 73,896.00 standby income 2,045.00 tent space income 113,261.75 Total Income $ 189,202.75 Gross Profit $ 189,202.75 Expenses advertising magazine 6,000.00 Newspaper 6,500.00 photography 2,000.00 Public Relations 5,500.00 radio 300.00 Social Media 10,000.00 web work 5,000.00 Total advertising $ 35,300.00 advertising-banners 2,000.00 bags 14,000.00 bank charge 250.00 contract labor 83,500.00 deposit return 345.00 entertainment 16,000.00 Bookkeeping/accounting 1,200.00 equipmen expense 2,450.00 food expense 800.00 Graphic design 4,000.00 Internet 400.00 office supplies 2,329.00 permits 1,385.00 QuickBooks Payments Fees 650.00 sponsorship 7,284.41 storage expense 4,000.00 supplies 300.00 survey expense 5,000.00 traffic control 5,600.00 Total Expenses $ 186,793.41 Net Operating Income Net Other Income $ 2,409.34 Total Vail Farmers' Market & Art Show Profit and Loss Comparison January 1 - October 30, 2017 AddiFonal  InformaFon   Survey