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Home My WebLink About27. Recap Vail BC Restaurant Week 2017GROUP970 I CSE VBCRW Recap I 11/01/17 21 Event Recap: Vail Beaver Creek Restaurant Week Vail Beaver Creek Restaurant Week September 29th - October 8th 2017 Group970 Restaurants Brian Nolan 970-904-8666 brian@group970.com GROUP970 I CSE VBCRW Recap I 11/01/17 31 Highlights Overview • Participation: • Vail Restaurants: 28 • Vail Lodges: 19 • Event Engagement: • We received numerous out of state calls inquiring about Restaurant Week recommendations this year from many different states. Ironically the phone line blew up when the website went down for some 30 hours. We created hard copies of all info and distributed to any and all we could quickly but seriously had a barrage of calls from Front Range and beyond that day • Social Media engagement is growing in the Front Range, with interest shown from out of state as well. GROUP970 I CSE VBCRW Recap I 11/01/17 41 Highlights Demographics - Location • Google Analytics 2017: • Total Sessions this Year were 19193 • New viewers to site this year 66.5% or 12766 • Out of State visits to diningataltitude.com (top 4) • TX: 9.37% • CA: 1.60o/o • IL: 1.40% • NY: 1.17% * Colorado represents 75% of site visit (14182 sessions) And as a new arrival in 2017 Florida came in ahead of NY with 1.27%! GROUP970 I CSE VBCRW Recap I 11/01/17 51 Vail Brand Compatibility "Premier International Mountain Resort Community" Standard of excellence met by: • Branding: High quality logo and collateral piece design with consistent messaging and look, fitting to the Vail Brand, continuing on form original work. • Website: high level design, unique functionality, high quality, eye catching images, emphasis on provision of a user friendly platform with relevant content and focus on yearly updates to maintain top level functionality and appearance. In spite of having issues for the first time in 5 years we look to the website as one of our greatest tools • Event message and production: Representing Vail as a world class, diverse dining destination, offering a variety of delicious culinary options for visiting and local guests alike. • Wide range of participants showcased the variety of talent and diversity of cuisine throughout the Valley • Overall messaging highlighting the fall backdrop emphasized Vail as a destination for enjoying the spectacular natural setting of Vail in the fall including wellness activities such as biking and hiking. • Truly combined effort fitting to Vail's brand of maintaining a sense of community and working together to represent Vail at it's best. • Followed CSE, TOV and Vail Resort brand requirements (ex. boilerplate, approval process, marketing checklist, communications plan) to assure all important points and criteria were met. Topline Marketing Efforts GROUP970 I CSE VBCRW Recap I 11/01/2017 8 • Website: diningataltitude.com • Digital: 5280, Westword, WF Eblasts (and Facebook, Twitter, lnstagram on minimal basis) • Radio: KZYR, KSKE, KVSL, Front Range Radio :10 & :15 Spots • Print: Vail Daily, Vail Weekly and Summit Daily • Additional coverage: Vail, Beaver Creek, WF and WP websites, increased coverage among participant websites and social media pages, local blogs The Vail Weekly, 9 Additional Marketing Efforts Local photographer, John-Ryan Lockman, hired to capture additional photos of Vail and Beaver Creek during the height of fall colors. GROUP970 I CSE VBCRW Recap I 11/01/2017 Event Strengths GROUP970 I CSE VBCRW Recap I 11/01/2017 10 • Overall restaurant and lodging participation continue to be strong again for the fifth year. Participating restaurants and lodges returned to offer specials of either equal or greater value in comparison to 2015/16, with even more of the participants completely adjusting their menu to offer all main courses at $20.17. • Lodging options remained high by with 18 participating hotels • With the goal of this ten day event set to drive added value and reason for guests to come to Vail in late September/early October and extend the season; we are continue to be excited to see increasing engagement on our website traffic from the Front Range and various out of state locations. . GROUP970 I CSE VBCRW Recap I 11/01/2017 11 Event Opportunities • Working together with our restaurant and lodging partners to use their resources and network to further spread word about Restaurant Week • Using our past five years of experience and success to create new relationships with potential vendors that will possibly add even more Value to the event. Ex – 10th Mountain mixology event 2018, local “wine classes” in liquor stores • Look to bring on a dedicated person as Group 970 will no longer be managing the event. All agree this will bringthe event to the next level quickly Event Budget GROUP970 I CSE VBCRW Recap I 11/01/2017 13 • Total event budget: $21,000.00* • CSE funds: $15,000 requested $10,500 allocated • Profit and loss: N/A • Funding utilization: 100 % of funds used, for website and marketing purposes. *Attached information lists budget spend to date as we are still working on finalizing all outstanding invoices for the 2017 event. • In-kind sponsorship: Brand direction and marketing reach was well supported by the WF, Vail Resorts, VLMD, BCRC and WP. GROUP970 additionally provides all event coordination staff and the Vail Restaurant and Lodging Community provides added media and guest exposure by promoting Restaurant Week to their client base. • I have not been able to gather info from LMD additional marketing • Cash sponsorship: $10,500 from Beaver Creek Resort Company GROUP970 I CSE VBCRW Recap I 11/01/2017 14 Anticipated Return on Investment (ROI)* • Direct Return: • Sales Tax: From lodging and restaurant spend • Indirect Return: • Shopping: With additional guests driven to Vail during a traditionally slower time, we believe the event drives indirect incremental dollars due to increased retail spending by event attendees. No reporting was gathered on retail numbers but the event has continued to be well received by Vail retailers. 20% in 2016 of surveyed guests reported shopping as one of their additional activities. • Other Activities: Event marketing efforts repeatedly included the message of Vail as a fall destination for a multitude of reasons beyond the great dining offers, encouraging guests to participate in Vail fall activities. However, actual booking of other activities was not tracked. • Future Bookings: Our marketing efforts have continued to promote Vail as a fall and culinary destination, with hopes of not only driving guests to attend the event but also create future bookings. • Community: Donation Day - In years past the WF has collected $7,500 total each year. GROUP970 I CSE VBCRW Recap I 11/01/2017 15 Community Contribution • Impact on Vail's sense of community: We truly felt this event brought the Vail restaurant community together and promoted restaurants to encourage dining at not only their establishment but others as well, it also encouraged a full town-wide event that wasn't focused in one area. We had participants in Vail Village, Lionshead and West Vail. Also the $20.17/$2.17 price point allowed all restaurants to participate regardless of cuisine or size of their location. • This event was only possible due to a joint community effort spreading across the entire Vail Valley with TOV and BCRC leading the efforts. • Furthermore, pairing with Beaver Creek Resort Company showed combined events can be impactful and such partnerships add value and do not detract from one or the other. Consider also that every dollar you spend is 100 % matched. AND – there are talks starting that Avon would like to “officially” participate • Bringing Vail Valley locals from Vail to Eagle in to the Village to enjoy all that Vail has to offer. • Donation day provides support to the local community through the multiple programs provided by the Vail Valley Foundation. GROUP970 I CSE VBCRW Recap I 11/01/2017 16 Additional Information 2017 V/BC Restaurant Week Budget Event Income Proposed COMMUNITY SUPPORT 2017 CSE 10,500.00 BCRC/BC Marketing 10,500.00 TOTAL INCOME 21,000.00 Event Expenses Brand and Print Creative Development Branding Update (Development) 200.00 Post Cards (Development) 400.00 Check Presenters (Development) 200.00 Posters (Development) 400.00 Ads (Development) 600.00 Creative Project Management 200.00 Total: 2,000.00 Collateral Production Post Cards (uprint.com) 200.00 Posters (uprint.com) 100.00 Coasters 300.00 Check Presenters 150.00 Shipping & Tax 0.00 Total: 750.00 Website Design 3,500.00 Upkeep 0.00 Hosting 600.00 Total: 4,100.00 Media Buys Front Range Digital - 5280 (HTML eblasts) 1,300.00 Digital - Westword (Eblast + Reskins) 1,700.00 Digital - Online Display (Front Range) 2,500.00 Social - Ads (Front Range + Local) 500.00 Radio - Front Range (:10 & :15) 2,000.00 Loca l Paper - Vail Daily 4,000.00 Paper - Summit Daily (1/2 Page 4C) 500.00 Paper - Vail Weekly (1/2 Page 4C) 500.00 Radio - Local (KZYR,KSKE,KYSL) 1,000.00 Total: 14,000.00 Administrative Cost Miscellaneous Costs (Mileage, Postage, etc) 150.00 Total: 150.00 TOTAL DIRECT EXPENSES: 21,000.00 FR 2017 Media Plan FRONT RANGE TRAFFIC Radio Radio Traffics :10 & :15 Copy Restaurant Week 9/4-9/24 Tuesday, August 29 by 2pm :10 & :15 Traffic Copy :10 copy - 30 word maximum :15 copy - 45 word maximum :10 & :15 Traffic Copy :10 copy - 30 word maximum :15 copy - 45 word maximum sidney@emicomedia.com Email to: lizzie@emicomedia.com kelly@emicomedia.com sidney@emicomedia.com sc RW 2017_15 sec Radio RW 2017_10 sec Radio Social Facebook Online Restaurant Week 9/4-924/17 Monday, August 21, 2017 1200x628 pixels Image ratio: 1.9:1 Text: 90 characters Headline: 25 characters Link description: 30 characters Image should contain minimal text sidney@emicomedia.com Email to: lizzie@emicomedia.com sidney@emicomedia.com DiningAtAltitude_BeaverCreekOnline Eblast 5280 Exclusive Email Exclusive Email Restaurant Week Monday, September 11, 2017 Friday, September 01, 2017 500x650 pix; 50K max image Approx 100 words of text Event url; Facebook url; Twitter url; Instagram url See "5280 Eblast" tab for complete specs sidney@emicomedia.com Email to: lizzie@emicomedia.com sidney@emicomedia.com Email Westword Dining Exclusive Email Email Restaurant Week Friday, September 15, 2017 Tuesday, September 05, 2017 Image: 500x650 pixels Max file size: 40k Links: Event, Facebok, Twitter and Instagram URL 100 words of text See "Westword Eblast" tab for complete specs sidney@emicomedia.com Email to: lizzie@emicomedia.com sidney@emicomedia.com LOCAL TRAFFIC Radio KZYR and KSKE :60 Copy Restaurant Week 9/25-10/8/17 Monday, September 18, 2017 :60 spot maximum 180 words of copy :60 spot maximum 180 words of copy sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Weekly 1/2 PG 4C Restaurant Week Friday, September 22, 2017 Monday, September 18, 2017 4.89"w X 13"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Friday, September 22, 2017 Tuesday, September 19, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Saturday, September 30, 2017 Monday, September 25, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Weekly 1/2 PG 4C Restaurant Week Friday, September 29, 2017 Monday, September 25, 2017 4.89"w X 13"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Friday, September 29, 2017 Tuesday, September 26, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Monday, October 02, 2017 Thursday, September 28, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Tuesday, October 03, 2017 Thursday, September 28, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Wednesday, October 04, 2017 Thursday, September 28, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Thursday, October 05, 2017 Thursday, September 28, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Friday, October 06, 2017 Thursday, September 28, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Saturday, October 07, 2017 Thursday, September 28, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Daily 1/2 PG 4C Restaurant Week Sunday, October 08, 2017 Thursday, September 28, 2017 6.6"w X 10.5"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com Print Vail Weekly 1/2 PG 4C Restaurant Week Friday, October 06, 2017 Monday, October 02, 2017 4.89"w X 13"h 4C Non-bleed 300 DPI 4C PDF sidney@emicomedia.com email materials to: lizzie@emicomedia.com sidney@emicomedia.com kelly@emicomedia.com