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Home My WebLink About2.g. 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