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HomeMy WebLinkAbout2.h. 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