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HomeMy WebLinkAbout21. 2017 Event Recap_Gourmet on Gore_PresentationSurveyed Event Recap: Gourmet on Gore Cultural, Recreational & Community Category October 9, 2017 Gourmet on Gore: September 1-4, 2017 Gourmet on Gore: September 1-4, 2017 James Deighan Phone: 970.476.6797 jdeighan@gohighline.com 3 Labor Day weekend 12th Annual Gourmet on Gore Vail Village Food and Beverage Tasting Festival Highlights 40,000 Attendance 4 beer pouring stations 9 winemaker stations 2 spirit stations 29 restaurant and event partner expos Print: 353,000+ impressions Digital: 172,000+ impressions PR: 51,000,000+ impressions Overall Event Highlights & Successes 4 • Gourmet on Gore continues to attract high attendance numbers and capture an audience that is a good fit with the Town of Vail’s target guest demographic for Vail Summer • Hurricanes that struck the United States in early September negatively impacted our destination traffic and overall attendance numbers • The 2017 event footprint was enlarged to include Gore Creek Promenade • Gourmet on Gore introduced two new event elements in 2017 with the goal of appealing to various new target audiences, including the ‘active foodie’ and the ‘scholarly foodie’ • Gourmet, Let’s Go! presented by Audi – lifestyle events that incorporated culinary tasting elements • The U @ Gourmet on Gore – tasting seminars hosted to educate guests about various bites and pours • Gourmet on Gore was proud to benefit Vail Veterans Program for the 2nd year in a row • The event weekend was once again lucky to have perfect summer weather, including sunshine and temperatures in the 60-70s throughout the weekend Attendance Estimate 5 • As seen in this survey, Gourmet on Gore achieved the expected similar attendance numbers to previous years • How would you impact attendance next year? • Continue to use PR and marketing efforts to promote the event within geo-locations where attendees reside • Use Vail’s market research and Eagle County travel data to extend marketing efforts to additional key cities of residence for Vail visitors • Consider additional ways to attract local and Vail Valley residents to participate in the event Visitor Type 6 • Was this the visitor type split you expected? • Yes, Gourmet on Gore in conjunction with the Labor Day holiday weekend has historically seen a large majority of attendees be overnight visitors • What steps would you take to optimize visitor mix for future events? • Continue to work with the local lodging community to promote the event to out of town guests throughout the weeks/months leading up to the event • Continue to use digital channels to maximize upon valued guest reactions to 2017 event elements, to drive day and local visitors to attend Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 • What measures did you take to encourage attendees to book lodging in the Town of Vail? • Promoted Vail Racquet Club Mountain Resort as an official lodging partner of Gourmet on Gore 2017 • Promoted additional lodging options through vail.com • Used PR efforts to display the event on popular Vail travel channels, including vail.com, VailApp , and other frequented sites, as well as local lodging community outreach and education about event details Overall Visitor Profile 8 • Who was your anticipated target demographic? Did you reach your target demographic? • Yes. Gourmet on Gore has become a well known event over the 12 years of its existence for high-end travelers interested in both culinary events and Vail’s lifestyle attractions. • The event engaged a more well-rounded age demographic in 2017 while continuing to see the majority of attendees with >$100K HHI • What would you change to attract that audience next year? • Continue to use targeted digital advertising to attract the ideal audience for this event, including display ads, Facebook advertising, and more. Role/Importance of Event in Intent to Visit Vail 9 • What actions did you take this year to generate the number of overnight guests? • As always, the Tasting Tour on Friday night and the Brunch Off Bridge Street on Monday encouraged guests to arrive early and stay through the 4-day weekend of events • The 2017 new event elements gave guests a variety of experiences to choose from throughout the weekend for continued entertainment at Gourmet on Gore • How would you increase the number of overnight Vail guests coming for the event next year? • Continue to find new ways to advertise in conjunction with the local lodging community during the weeks leading up to the event, and use targeted digital advertising to increase event awareness in specific geographic areas NPS (Net Promoter Score)/Likelihood to Recommend 10 • Do you think the NPS scores reflect the attendee event experience? • Yes, the event was very well received by all attendees, and the larger event footprint allowed guests to disperse into the expanded space to enjoy themselves among friends and family • What steps would you take to improve the NPS scores for your event next year? • Consider expanding the event footprint even further, to include more space, retail stores and views for guests to experience while remaining inside the event venue Estimated Return on Investment (ROI) & Attendee Expenditures 11 • What did your event do to encourage spending in Vail? • The 4-day event encouraged guests to visit Vail for an extended weekend • All restaurant partners were local businesses gaining exposure and profiting throughout the event and through increased reservations • Promoted vail.com and Vail Mountain summer activities on event website and marketing materials Event Strengths & Weaknesses 12 • How did the event exceed expectations? • Net promoter score of 85%, compared with a score of 69% in 2016 • Restaurant and beverage partners offered a diverse selection of high-quality food and drink choices for guests • What are areas for event improvement? • Consider expanding upon 2017 new event elements to add even more programming throughout the weekend • Potential to attract a larger out-of-state demographic • How did this year’s event compare to previous years? • Total economic impact per attendee day increased by $40k from 2016, with the direct economic impact to TOV that was $300,000+ higher than in 2016 • Increase in event attendees between the ages of 45-54 (+ 12%) and ages 25-34 (+ 13%) from 2016 • Estimated total attendance was down slightly from 2016 Vail Brand Compatibility 13 • How did the event support the Vail Brand? • Gourmet on Gore complements what Vail Summer has to offer as a high-end event that appeals to the social side of individuals and families who seek a mountain experience where they are able to explore Vail Village, Vail culinary talent, and cultural aspects of Vail • The demographic of attendees spanned various categories in 2017, bringing young families, active professionals and super boomers to Vail • As always, the event meets the highest quality standards of production, organization and venue aesthetics • All restaurant partners provided high-quality service and products, representing Vail’s culinary expertise well Brand Positioning: • Town of Vail: The Premier International Mountain Resort Community • Vail Mountain: Like nothing on earth Community Contribution 14 • How did the event impact Vail’s sense of community? • Gourmet on Gore provides a safe, relaxing and sophisticated atmosphere, reflecting Vail’s year-round ambiance • The event venue visually complements Vail’s natural beauty, and is structured in a way to make guests feel at ease and comfortable in their surroundings • Guests are able to engage directly with local restaurants and vendors seamlessly, gaining a glimpse into the classy culinary world of Vail as well as local businesses and their personas • The essence of Gourmet on Gore comes from the mixture of attendees both traveling from all over the world and from within the Vail Valley to experience world-class food and beverages together Topline Marketing Efforts 15 • Include overview of top 3 successful marketing tactics or executions • Gourmet on Gore was promoted through grassroots, print, digital, social, radio and PR marketing efforts • Print: 353,000+ impressions • Digital: 172,000+ impressions • PR: 51,000,000+ impressions • Please see additional marketing details in the attached report Potential for Growth & Sponsorships/Media Exposure 16 • How do you see the event evolving or growing next year? • Using this year’s success as a baseline for new event elements and an expanded venue, continue to develop and add to these areas making them more extensive, more popular, and better known • What sponsors do you plan to target next year? (Including existing and potential sponsors) • Stella Artois and Audi are official partners for 2018 • The 2017 event partners such as Slifer Smith & Frampton Real Estate, Alpine Bank and Mountain Living Magazine as well as existing food and beverage partners will be targeted. • Additionally the following categories will be targeted in 2018: Consumer Goods Products, Time Piece, Apparel, Footwear, Financial Institution, Airline • How will you leverage media exposure and extend the marketing reach next year? • Work with existing and new partnerships to promote the event to a wider network • Use marketing tactics that have been successful in the past to reach likely to return guests (the event has seen a good amount of guests return year over year) • Continue to build a positive reputation on social platforms and use organic growth to drive interest in the overall event theme, participants and Vail setting Sustainability Efforts 17 • The event ended up with an 81% diversion rate which is a great rate for an event like this • Compost = 1,260 lbs. • Recycling = 4,550 lbs. • Trash = 1,360 lbs. • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? • New in 2017, Gourmet on Gore worked with Walking Mountain Science Center and provided additional staff located at event waste areas to educate guests and help sort waste • All vendors were required to use compostable service ware • Used re-usable table linens at all tents (instead of disposable) and cleaned as needed (vs. replaced) • What waste reduction methods were used during your event/program? • Promoted the use of Gourmet on Gore official glassware vs. plastic • Stella Artois provided additional glassware for guests who ordered their products • How could you improve on sustainability efforts for next year’s event? • Continue the promotion of glassware as an eco-friendly option and work with event partners to implement the use of additional glass/take-home items such as these for service 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. Event Budget 18 * Please see detailed budget attached Item $ Total Event Budget: $231,865.42 CSE Funds: $60,000 Cash Sponsorship (not CSE): $86,900 In-kind Sponsorship: N/A Marketing Budget: $6,682.77 Profit & Loss: $(23,211.17) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operations, Logistics, Marketing Additional Information/Appendix 19 • Provide detailed budget in the Appendix • Provide final marketing plan in the Appendix • Provide full version of the Survey Dashboard PDF in Appendix • Provide any additional information or marketing materials you think the CSE would benefit from -CONFIDENTIAL- Prepared by HIGHLINE 2017 PRO FORMA GOURMET ON GORE REVENUES: Sponsorships 86,900.00 CSE Event Funding 60,000.00 Expo/Partner Fees/Ticket Sales 23,054.25 F&B / Merch Sales (net sales tax 4.0%)38,700.00 TOTAL REVENUES 208,654.25 EXPENSES: SITE/LOCATION/OPERATIONS 157,115.88 Licenses/Permit/Venue Rentals 1,125.20 Labor 48,028.66 Security/Medical 16,416.63 Event Supplies 3,798.71 Equipment Rental 31,305.65 Event Merchandise 5,821.26 Talent/Bands/Production 4,750.00 Project Fee 38,988.97 Insurance 5,123.00 Adminstrative 1,757.80 MARKETING 6,682.77 Advertising/Marketing/Promos 4,015.50 Photography/Video 1,332.00 Public Relations/Social/Digital 1,000.00 Web Site 335.27 SPONSORSHIP 7,693.57 Sponsor Implementation/Fulfillment 7,693.57 BRANDING 7,442.37 Printing and Reproduction 1,000.00 Signage 6,442.37 FOOD AND BEVERAGE 46,849.73 Meals/Entertainment 947.36 F&B Expenses 44,902.37 Charitable Donation (Bev Sales)1,000.00 TRAVEL/LODGING 6,081.10 Event Lodging 6,081.10 TOTAL EXPENSES 231,865.42 NET PROFIT (LOSS)(23,211.17) Total economic impact per attendee day Food & wine at Gourmet on Gore Other restaurant/ bar/food concession Lodging Shopping Recreation Other items, excluding lodging $0 $100 $200 Economic Impact perAttendee-Day$177 $68 $50 $29 $25 $6 $0 Direct Economic Impact to TOV per Attendee-Day In paid lodging (incl. RBO) Vacation home/timeshare With friends/family Other 70% 13% 15% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 44% 23% 10% 17% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 22% 53% 4% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 82% 4% 4% 4% 2% 5% Under $50k $50k-$100k $100-$150k $150k or more 40% 49% 8% 4% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 18% 19% 23% 24% 13% 3% Male Female 43% 57% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding91% 2%7% 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%Percent Responding39% 14% 38% 1%1%4%3%1% 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 $0.68 $40,720 $28.19 $1,691,146.31 $60,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 9.5K Attendance Est 85% 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 Responding58% 11%10%13%7% Visitor Type Colorado Texas Florida Illinois Iowa Minnesota Missouri New York 2% 2% 2% 2% 2% 3% 9% 67% 2017 Vail Event Visitor Summary: Gourmet on Gore, September 1-4, 2017 Survey technique: Intercept. Overall sample size: 97 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 12 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 4.6 6.6 7.0 4.5 4.7 5.0 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: $286 $300 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 GOURMET ON GORE 2017: MARKETING-MEDIA PLAN TRADITIONAL MEDIA TYPE Vail Daily Print Advertising A total of 9 print ads: various sizes in Vail Daily (beginning 8/5 - through the event weekend) Vail Daily Digital Advertising Serving digital impressions through Vail Daily programmatic campaign (beginning 8/5 - through the event weekend) Local Radio or OTHER KZYR The Zephyr Ad spots, On-air promos/giveaways promoting the weekend of events gourmetongore.com Fully integrated, detailed schedule, ticketing sites for Tasting Tour & Gourmet, Let's Go! List of participating restaurant & beverage partners Mountain Living Magazine 1/2 page & full page print Ads + digital ddvertising (beginning week of 6/15) LOCAL GRASSROOTS Concierge outreach Rack Cards -double sided withschedule and direction to website for weekend of events 11"x17" Posters Outreach to Vail concierges through eblast (8/7) and direct visits to hotels (week of 8/7) 200+ contacts Vail Valley wide Gourmet, Let's Go! Flyer distribution to key list of businesses & info centers (week of 8/7) Merchant outreach 200+ (week of 8/7) postering and rack card distribution Continued outreach To local info centers, local media, key lodging partners and hotel properties including rack card distribution (week of 8/7) SOCIAL/DIGITAL Organic & Paid Social Activity: With paid social advertising starting June 10 and scheduled intermittently through the event Organic activity including: Facebook, Instagram & Twitter More info coming soon regarding weekend/post-event social/digital messaging Eblast 1 - Summer Events Promo (5/30) Eblast 2 - Event overview with direct to website & ticketing page for Tasting Tour (sent on 7/27) Eblast 3 - Lifestyle Events Promo & other new features (sent on 8/7) Eblast 4 - Tasting Tour Promo (scheduled 8/14) Eblast 5 - The U promo (scheduled 8/21) Eblast 6 - Last Call (scheduled 8/30) PUBLIC RELATIONS Press Release - Local outreach with link to ticketing site for Tasting Tour Press Release - Leading into the event, including full schedule *no outsourcing Press Release - Local Media-Community Outlets (during the event) Directly working with publications to arrange interviews and provide information on local and regional vendors participating in the event, provide highlight images and more Directly working with PR agency to boost Denver and the Front Range DESIGN/LAYOUT Revised Logo & creatives New Artwork by Carrie Fell MARKETING OVERVIEW CONFIDENTIAL & PROPRIETARY 1 CONFIDENTIAL & PROPRIETARY 2 MARKETING OVERVIEW ESTIMATED IMPRESSIONS MEDIA: PRINT, DIGITAL & RADIO CONFIDENTIAL & PROPRIETARY 3 Vail Daily (Daily Publication) Where Where Day When Impressions Print 1/4 Page horizontal/ 4 Color Ad Saturday 5-Aug 13,500 Print 1/4 Page horizontal/ 4 Color Ad Saturday 19-Aug 13,500 Print 1/4 Page horizontal/ 4 Color Ad - TT Ad Wednesay 23-Aug 13,500 Print 5/16 4 Color Ad Saturday 26-Aug 13,500 Print 1/4 Page horizontal/ 4 Color Ad Wednesay 30-Aug 13,500 Print 3/8 page/ 4 Color Ad Friday 1-Sep 13,500 Print 5/8 page/ 4 Color Ad Saturday 2-Sep 13,500 Print 3/8 page/ 4 Color Ad Sunday 3-Sep 13,500 Print 3/8 page/ 4 Color Ad - Brunch Ad Monday 4-Sep 13,500 Web Mobile/Desktop Display Ads ALL Jul 21 - Sept 5th 125,000 Mountain Living Magazine (Print Ads) Where Where Day When Impressions Print Full Page/4 Color -178,200 Digital Display Ads -2 months leading up 29,867 enewsletter 33,734 Total Print 299,700 Total Digital 172,203 KZYR (Radio Ads) Where Where Day When Impressions Radio 100 :60sec ads on KZYR The Zephyr -3 weeks leading up 12,000+ PR Where Where Day When Impressions Digital Eater Denver 16-Jun 51,000,000 Print Vail Daily 28-Aug 15,000 Print Vail Daily 30-Aug 15,000 Print Vail Daily Weekly 31-Aug 15,000 Print & Digital Mountain Living Magazine August - September 28600+ Print Vail Daily 1-Sep 15,000 Print Vail Daily 13-Sep 15,000 Print & Digital Mountain Living Magazine 6-Sep 28600+ Total PR 51,075,000 MEDIA: WEBSITE CONFIDENTIAL & PROPRIETARY 4 • Google Analytics: gourmetongore.com ² 6,706 users visited the site in the last 10 months ² 87% of users visited the site between July 1 – September 7, 2017 (5,843 users) ² A large majority of users were located within the United States (97.8% of users), the top geo-locations being: • 21% Denver, CO • 15.25% Vail, CO • 7.96% Dallas, TX ² New event elements Gourmet, Let’s Go! and The U at Gourmet on Gore received top page activity following the landing page and schedule page MEDIA: WEBSITE CONFIDENTIAL & PROPRIETARY 5 Google Analytics: gourmetongore.com MEDIA: SOCIAL MEDIA CONFIDENTIAL & PROPRIETARY 6 Facebook Analytics: Gourmet on Gore • Paid advertising drove traffic to the Facebook page and directly corresponded to an increase in page likes, page followers and post engagement in 2017 • Organic reach exceeded that of 2016 during the months of August and September, and was more continuous during this time, in comparison to 2016 • Both organic and paid reach were heavily consolidated to the weeks surrounding the event dates Instagram: Gourmet on Gore • Since 10/31/16 Gourmet on Gore has acquired 139 new Instagram followers, the majority of whom are between 25-34 years old • Male 30% • Female 70% Twitter: Gourmet on Gore • Gourmet on Gore’s Twitter account has acquired 12 new followers since 10/31/16 MEDIA: SOCIAL MEDIA CONFIDENTIAL & PROPRIETARY 7 Facebook Analytics: Gourmet on Gore SOCIAL MEDIA FACEBOOK EXAMPLES: PAID & ORGANIC CONFIDENTIAL & PROPRIETARY 8 SOCIAL MEDIA INSTAGRAM EXAMPLES CONFIDENTIAL & PROPRIETARY 9 SOCIAL MEDIA TWITTER EXAMPLES CONFIDENTIAL & PROPRIETARY 10 MARKETING & PR EXPOSURE • Gourmet on Gore Tasting Brochure • A well received take away piece for guests including tasting notes, restaurant listings, full schedule listing, full page presenting level sponsor ads and select half page ads for other sponsors included in the official full event schedule • Full color, 6”x10.5”, 22 page piece, 2,500 copies distributed throughout Gourmet on Gore • Distributed throughout Gourmet on Gore, at the ID tents and a variety of wine tents at the open-air tasting event CONFIDENTIAL & PROPRIETARY 11 PRINT & DISPLAY • Event Poster 180 • E-Blasts 8,336 confirmed readers CONFIDENTIAL & PROPRIETARY 12 PRINT & DISPLAY • Mountain Living Magazine: digital package and full page ad • Vail Daily digital package CONFIDENTIAL & PROPRIETARY 13 PRINT & DISPLAY • Event Rack Cards, 2,500, 4”x9” CONFIDENTIAL & PROPRIETARY 14 PRINT & DISPLAY • Gourmet Let’s Go! Flyers, 8.5” x 11” (80) • Gourmet, Let’s Go! Drink Tickets CONFIDENTIAL & PROPRIETARY 15 PRINT & DISPLAY • Tasting Tour Signage at each location (8) • Tasting Tour Credential (275) CONFIDENTIAL & PROPRIETARY 16 PRINT & DISPLAY • Tasting Tour Menu & Map CONFIDENTIAL & PROPRIETARY 17 PRINT & DISPLAY • Tasting Tour Print & Display Advertising CONFIDENTIAL & PROPRIETARY 18 BEHIND THE OFFICIAL ARTWORK • Artwork: “Gourmands” © 2017 By Carrie Fell. All Rights Reserved. • Carrie Fell’s compilation of works depicts the traditional icons of the Western landscape with a thoroughly modern twist using vibrant colors and fluid forms. This is the New West - the west as a “state of mind” – a place of change with an attitude of boldness. Carrie’s artwork is free spirited – her paintings and designs offer a sophisticated, yet fresh, style that appeals to the maverick within each of us. Using the high country as a source of inspiration, Carrie’s art does not attempt to portray a western lifestyle but rather an illusion. Her evolving artistic expressions are both prolific and progressive whether it be her quintessential subjects, the more modern social scenes or the contemporary abstract works. • The original piece, created specifically for Gourmet on Gore 2017 depicts the spirit of the event, showing gourmet chefs enjoying themselves among friends and the setting of Vail’s magnificent Gore Range mountains. CONFIDENTIAL & PROPRIETARY 19