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Home My WebLink About16. Recap Vail Farm to Table 2017Vail Farmers’ Market & Art Show Farm to Table Series Wrap up 2017 Vail Farmers Market Farm to Table Series: June 30th, July 14 and August 6th, 2017 Fridays, 5:30-‐ 7:30 Event Producer & Meadow Drive Partnership: Angela Mueller, Director Office: 970-‐401-‐3320 vailfarmersmarket@gmail.com Standard of excellence met by: • The Farm to Table Series gives guests the chance to experience Vail in a whole new ambiance. The outside seOng showcases the beauty of Vail. The ability for us to use Vail Chef’s gives guests a reason to come back to go to the restaurants. • Quality and locaSon are what we strive for. Vail Brand CompaHbility “Premier Interna0onal Mountain Resort Community” Strengths: We exceeded expectaHons! We exceeded our numbers. We brought in 320 visitors to Vail. The event markets Vail: Added value to the guest experience in Vail. The Vail Farmers’ Market and Art Show Farm to Table Series gave visiSng tourists a reason to stay in Vail instead of traveling to another town for entertainment. 71% of the guests stayed in Vail, which we added this event to keep people in Vail. Each year we have seen this grow. 58% are staying 3-‐5 nights and 34% are staying 6-‐14 nights. We feel keeping those people and allowing many of them to stay in Vail even one more night. Event Strengths & Weaknesses This year our markeSng of the Vail Farmers’ Market Farm to Table Series: The Vail Farmers Market increased parScipaSon on both our restaurants and guests. Our ads encouraged folks to come to Vail for mulSple days, for mulSple events and to stay overnight in Vail hotels. We saw this grow by almost a room night from 3.4 to 3.7 room nights our guests are staying. This added bonus for the Town of Vail and all events creates a true community feel for Vail. . Event Strengths & Weaknesses The adverSsing that we have received from the Vail Daily and social media, 5280 and our Press from Think Big Media PR has put our series out there for all of Colorado to see. Event Strengths & Weaknesses We listened to what our survey has told us and we will be working on: We also will be having a series of Farm to Table Dinners that will encompass the chefs of our market. Held from June-‐ August. Sound outside is an issue, we will have a speaker system for our Chefs and guests to speak • 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 authenSc Colorado made quality is enhanced for everyone. Event Strengths & Weaknesses • Total event budget: 2017 attached • CSE funds: we received for 2015: $9000 • Profit and loss: attached • Funding utilization: The CSE funds were used for marketing the event. • 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 Village Inn Plaza, 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 Liv Sothebys, Meadow Drive Partnership, and CSE. Event Budget EsSmated a_endance: 320 Total • % of people in Vail specifically for event: The Vail Farmers’ Market Farm to Table Series esSmates that there were 320 in Vail for the Farm to Table Series over Summer 2017. • % of people a_ended previous years: Surveyed 46 people via email. We found that 77% are very or extremely likely recommend to a friend 32% are overnight visitors, 41% are seasonal resident of Vail 16% are full Sme resident of Vail and 11% are down valley residents. *Based on survey results EsHmated Results* A;endance Numbers • A_endees came from (local, regional, out of state, internaSonal): In State: 45% Out of State: 55% • Average age and income bracket of a_endees: 83% were between the ages of 25-‐64. We found that 33% were male and 67% were female. The income bracket: 76% of a_endees had an income level of $150,000 -‐ plus 21% were at the $50,000-‐$100,000 income level *Based on survey results EsHmated Results* Demographic Profile • Lodging: 2017: $641,900 was spent in lodging during the Vail Farmers’ Market Farm to Table Series 71% a_endees stayed in Town of Vail: 50% of a_endees stayed in paid lodging, 41% were second home owners, 29% Smeshare 16% Vail is primary residence • Average amount spent on lodging/day: The average amount of room nights generated in Vail was 3 to 5 nights. The average cost for a room was $663 per night. • EsSmated room nights booked due to event associaSon: 262 nights *Based on survey results EsHmated Results* Event A;endee Es0mated Spending AddiSonal Town of Vail spending event generated: • RaSo of increased revenue to amount of funding received: The esSmated revenue of and the CSE funded the Farm to table 9,000 for the Farm to table Series. We see that the Scket sales was 18,959-‐ We see that for the ROI the event is showing low. We feel that we are giving all the guests a chance to meet and feel a true passion for the chefs of Vail and the idea of Locally grown. We see this as an added value and markeSng for all of Vail. We feel our ROI is priceless and will conSnue to grow with a rock solid, amazing event. The Vail Farmers’ Market and Art Show generated $13 million dollars and we feel that with those numbers it shows that people are buying, staying in Vail and coming extra days. EsHmated Return on Investment (ROI)* SaSsfacSon raSngs: • Net Promoter Score is 63 • 77% of visitors are “very” or “extremely likely” to return in the future *Based on survey results. Visitor Intent to Return* The following efforts were made to promote the Vail Farmers’ Market Farm to Table Series. (Examples have been a_ached at the end of this presentaSon) Vail Daily had full page ads run weekly during the market season The Social Media/website ads were on vail.com vail-‐calendar.com facebook.com visitvailvalley.com magazine.inspirato.com thedailymeal.com vaildaily.com vailcascade.com 5280 Magazine Topline MarkeHng Efforts Topline MarkeHng Efforts Topline MarkeHng Efforts PR Total Vail Farmers’ Market Farm to Table Dinner Coverage 10+ Local and Regional Placements 2017 More than 700,000 media impressions 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 Hosted select media to Farm to Table Dinners including: Vail Daily MTN Town Magazine Vail Valley Magazine 5280 Magazine Delicious Living DesSnaSon Living Topline MarkeHng Efforts PR h_ps://coveragebook.com/b/ff3086d8 The Farm to Table Series addiSon to the market gave us more opportuniSes to market. . 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 menSoning it in the summer acSviSes for their guests. The Vail Farmers Market & Art Show is in the VLMAD ad schedule. The markeSng 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 acSviSes available. The markeSng 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 concierges are an important avenue for our event, as it can be an added value for guests. Topline MarkeHng Efforts The Vail Farmers’ Market and Art Show was started eighteen 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. We work with the community to explore all events that are happening in Vail. We work on our Smes, to ensure guests may get to other events going on in Vail. Community ContribuHon • We are 98% compostable. We are 98% compostable at the event. The Rest is recyled: Wine bottles and beer bottles • We use all glassware and serving ware. Our event has everything compostable or recyclable. Sustainability Efforts Green Measures AddiHonal InformaHon Budget is a;ached 2017 AddiHonal InformaHon Total economic impact per attendee day Farm to Table Dinner Tickets Other restaurants/bars/ prepared food vendors Shopping Recreation Other items, excluding lodging Lodging $10 $20 $30 $40 Economic Impactper Attendee-Day$35 $25 $6 $3 $1 $1 $0 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 50% 21% 29% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 54% 15% 15% 8% 8% 1 2 3 - 5 6 - 8 9 - 14 15 or more 58% 17% 17% 8% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 71% 7% 7% 7% 7% Under $50k $50k-$100k $100-$150k $150k or more 21% 13% 63% 4% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 13% 19% 25% 28% 16% Male Female 33% 67% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding77% 14%9% 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% 80% 100%Percent Responding86% 14% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.01 $91 $1.12 $10,074.75 $9,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 0.3K Attendance Est 63% 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 Responding32% 41% 16% 11% Visitor Type Colorado Texas Kansas California Florida Arkansas Connecticut Maryland Oklahoma 3% 3% 3% 3% 6% 6% 9% 21%45% 2017 Vail Event Visitor Summary: Farmers' Market Farm to Table Dinners, June 30, July 14, August 4 Survey technique: Post-trip web. Overall sample size: 46 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 2 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident 7.5 0.0 0.8 1.4 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:$663 $775 Overall Overnight visitor Overall B Event Betty Ford Alpine Gardens Blue Grass Burton Craft Beer Classic Family Fun Farmer's Market Gourmet on Gore Kid's Adventure Games King of the Mountain Lacrosse Shootout Lacrosse Tournament Melee in the Mountains NonEvent Pink Vail Prep Baseball Reports West Spring Back to Vail Symposium Taste of Vail Vail Arts Festival Vail Arts Program (NOT Festival) Vail Centre Programming P and L Jan 1 - Oct 30, 2017 Income Farm to table ticket 18,959.00 Sponsorship 6,000.00 CSE 9,000.00 Total Income 33,959.00 $ 67,918.00 Expenses advertising Newspaper 4,000.00 Photography 1,200.00 Public Relations 2,500.00 Social Media 3,000.00 web work 800.00 Total advertising $ 11,500.00 bank charge 400.00 contract labor 15,500.00 Farm to table-food 9,876.00 Graphic Design/Printing 2,000.00 Sales Tax 773.10 storage expense 3,200.00 Security 400.00 Alpine Rental 18,500.00 Supplies for 2017 ftotable 3,420.00 Total Expenses $ 65,569.10 Net Operating Income $ 2,348.90 Total Vail Farmers' Market & Art Show Profit and Loss Comparison January 1 - October 30, 2017