HomeMy WebLinkAbout2.f. 2017 Recap Taste of Vail Wine & Food ClassicEvent Recap: Taste of Vail Fall Wine &
Food Classic: Southern Hemisphere Wine
Taste of Vail Wine & Food Classic, Southern Hemisphere:
September 22 & 23, 2017
Office: 970-401-33320
info@tasteofvail.com
2 Town of Vail | CSE | 12/6/17
Vail Brand Compatibility
3 Town of Vail | CSE | 12/6/17
Standard of excellence met by:
• We feel this event brought guests to town by looking at our ticket sales
and location. We brought people to town on a weekend that typically is not
busy. We see growth every year and are know that 80% of the guests are
• We feel that we met the Vail Brand by promoting Vail, the lifestyle, health
and wellness. In addition we achieved this by including all participating
restaurants, lodging and locations in all marketing for event. We
introduced hiking, biking and yoga to our Taste of Vail guests.
• The amphitheater was an amazing location this time of year and we will
continue this perfect location.
• This event solidifies Vail as not only a premier lifestyle resort, but also a
first class culinary destination.
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/6/17
Exceeded expectations:
• We had our guests arrive and stay at the Saturday tasting, even with
rain/snow.
Event Strengths & Weaknesses
5 Town of Vail | CSE | 12/6/17
• Vail Restaurant Night/Wine pop ups were a part of the event and we will continue this as
we saw many guests at the restaurants on Friday night.
• The hiking and ending on top of the mountain for brunch was perfect. They saw the
beauty of Vail and its surroundings. We will continue this.
• Vintage had brunch, as did Matsuhisa and guests made and effort to come to these on
Saturday am.
• Our first year with rain/snow and ice we feel went amazingly well.
• Taste of Vail hired was a 80% compostable event. The wine bottles brought us down,
with them being recycled.
• We grew our social media presence and we had press from Sunset, 5280 and New York
Times at the event.
Event Strengths & Weaknesses
6 Town of Vail | CSE | 12/6/17
Measures that could be taken for event
improvement:
• This year the weather was an issue. We will utilize
more heaters to make event comfortable for all. We
did have 6 at the Saturday event and feel a few
more will make guests comfortable.
• We are making an effort to create great sponsorship
to increase national awareness of Taste of Vail.
Event Budget
7 Town of Vail | CSE | 12/7/17
Total event budget: see attached
• CSE funds: $14,000
• Funding utilization: CSE funds were used for creating a new
event. We had marketing as the top priority and PR.
Event Budget
8 Town of Vail | CSE | 12/7/17
In-kind sponsorship:
Event Budget
9 Town of Vail | CSE | 12/6/17
Cash sponsorship:
* Event producer to attach detailed budget for recap
Estimated Results*
10 Town of Vail | CSE | 12/6/17
* Based on survey results.
Estimated attendance:
Total tickets: 594 for event
% of people in Vail specifically for event:
23% of people came to Vail
specifically for the Taste of Vail
% of people attended previous years:
First Year event, so we will see we have a
dynamic Southern Hemisphere wine
portfolio available.
Estimated Results*
11 Town of Vail | CSE | 12/6/17
* Based on survey results.
Estimated Results*
12 Town of Vail | CSE | 12/6/17
* Based on survey results.
Estimated Return on Investment (ROI)*
13 Town of Vail | CSE | 12/7/17
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/
subpage.asp?dept_id=48
Our ROI does not show itself
on this survey. We saw people
in town on a weekend that
begins to be slower. We saw
ticket buyers and we feel that
this event was a success event
with adverse conditions. We
feel that our roi this year was
showcasing Vail at one of its
prime times. We will continue
and the ROI will grow!
Visitor Intent to Return*
14 Town of Vail | CSE | 12/6/17
Satisfaction ratings:
Net Promoter Score is 64
When discussing with guests we feel we
have a strong presence in both guests,
including wineries that intend to return.
The leaves, are their prime this weekend
and a truly amazing time to be in Vail.
* Based on survey results.
Topline Marketing Efforts
15 Town of Vail | CSE | 12/6/17
• 35% of our guests were informed about event happenings via numerous e-blasts
that were distributed between April 2017 and September 2017. E-communications
were distributed to approximately 50,000 people.
Topline Marketing Efforts
16 Town of Vail | CSE | 12/6/17
• Our print publications for 2017
were:
1. 5280 Magazine
2. Denver Post
3. Summit Daily News,
4. Postcards: Went to
restaurants, wineries,
lodging and sponsors
5. Program
6. Vail Daily
7. Vail Beaver Creek
Magazine
Topline Marketing Efforts
17 Town of Vail | CSE | 12/6/17
• Through the help of our Marketing
and PR team, our media outreach
continued to grow our Front Range
national presence.
• Social media presence increased
this year with followers and
engagements and adding the Fall Wine
& Food Classic has given us more
presence with all our followers. .
Topline Marketing Efforts
18 Town of Vail | CSE | 12/6/17
Community Contribution
19 Town of Vail | CSE | 6/4/14
Taste of Vail is a celebration of the outstanding food, wine and culture that is
abundant in beautiful Vail, Colorado.
The Taste of Vail’s impact on the community is from the promotion of Vail as a world
class culinary destination.
Events were held throughout Vail: Vail Mountain, Gore Creek Drive and many Taste
of Vail restaurants and hotels.
The community is a large part of our event because Taste of Vail is a volunteer
organization. We had 20 volunteers at this event and they were an amazing help for
our end result.
Sustainability Efforts
20 Town of Vail | CSE | 12/6/17
• We use post consumer recycled paper on all collateral and printed materials.
• We were innovative in our use of compostable service-wear.
• All was approved by Walking Mountains Science Center and by Honeywagon as
compostable for our area.
• By the very nature of the event we encourage public transportation and shuttles.
Additional Information
21 Town of Vail | CSE | 12/6/17
• Budget Attached
Additional documents attached to
presentation:
Additional Information
22 Town of Vail | CSE | 12/6/17
Budget to date for 2017 TOV Fall Wine & Food classic
Ticket Sales $15,746.00
Sponsor $14,000.00
Total Income $29,746.00
Expenses
Brunch $1,752.00
Rental $6,850.00
Flowers $250.75
Contract Labor $5,575.00
Advertising $8,250.00
PR $2,500.00
Sales Tax $543.86
Printing $899.80
Entertainment $1,600.00
$28,221.41
Net Income $1,524.59
Thank you to Town
of Vail
The Taste of Vail would like to
thank the town of Vail for working
with us and making the 1st Taste
of Vail Fall Wine & Food Classic a
grand success. We appreciate all
your support with our event.
The event will grow and change
with the Town of Vail’s support
and we appreciate everything you
have done for us. Thank you.
Pictures by Christian Apps
Photography
Town of Vail 23
Total economic
impact per
attendee day
Other
restaurants/bars/
concessions
Shopping Lodging Tickets to event Other items Recreation
$100
$200
$300
$400
$500
$600
Economic Impactper Attendee-Day$297
$106 $69 $50 $35 $23 $15
Direct Economic Impact to TOV per Attendee-Day
In commercial lodging
In rent-by-owner lodging
Vacation home/timeshare
With friends/family
Other
56%
12%
28%
4%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
64%
12%
16%
8%
1
2
3 - 5
6 - 8
9 - 14
15 or more
20%
44%
36%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
80%
12%
4%
4%
Under $50k
$50k-$100k
$100-$150k
$150k or more
19%
26%
56%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
29%
16%
29%
23%
3%
Male
Female
27%
73%
Promoter Passive Detractor
0%
20%
40%
60%
80%Percent Responding67%
31%
3%
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%Percent Responding14%
20%
11%11%11%
23%
6%3%
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 $0.38
$5,298
$12.26
$171,661.02
$14,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee Days0K
10K
20K
0.6K
Attendance Est
64%
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 Responding60%
16%12%12%
Visitor Type
Colorado
North Dakota
Arizona
Florida
Minnesota
Nebraska
Pennsylvania
Virginia
Wisconsin 2%2%
2%
2%
2%
2%
2%
4%
29%51%
2017 Vail Event Visitor Summary: Taste of Vail Fall Wine & Food Classic, Sept. 22 - 23, 2017
Survey technique: Post-trip web. Overall sample size: 45 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 1
Average
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident 7.0
6.2
6.1
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:
$263
$240
Overall
Overnight visitor Overall
B Event
Betty Ford Alpine Gardens
Blue Grass
Burton
Craft Beer Classic
Family Fun
Farmer's Market
Gourmet on Gore
Jazz Party
Kid's Adventure Games
King of the Mountain
Lacrosse Shootout
Lacrosse Tournament
Melee in the Mountains
NonEvent
Pink Vail
Prep Baseball Reports West
Slow Fashion
Spring Back to Vail
Symposium
Rating Comment
10 Despite the weather, it was perfect!
10 Even though the weather was awful, we had a great time and brought along some friends from out of
town who were visiting.
10 For grand tasting - to make sure there are enough restaurants represented.
10 For the grand tasting - to make sure there are enough restaurants represented, not just VR restaurants. I
thought it was pretty good this year.
10 Great event, enjoyed new restaurants and new wine.
10 Great time! The rain was a bummer, but glad it happened with rain or shine.
10 It was a wonderful time!
10 Loved It!
10 Loved the live music, keep it up.
10 Please let us know when the domestic wines festival will be, we really enjoy the international wines but
enjoy the domestic ones even more. Thank you again - Cheers
10 The event was incredible. The food, wine and band = a perfect night. I had my friends fly in for the event
and they all can't wait to come back next year. We had a wonderful time.
10 The food and wine vendors where very informative and willing to provide detailed information when
asked questions.
10 The food and wine was amazing. I especially enjoyed how the wine distributors were just trying to educate
me on the wine and not necessarily trying to sell me bottles which I have experienced at other wine
tastings.
10 Very fun
10 We were thrilled to see that this event was happening over our visit. We are big food and wine people,
and did not even know this event existed! The stars aligned!
10 What a great event!! I would come again, rain or shine. All of the vendors we polite and knowledgeable.
The food was delicious. Can't wait for next years event, Thanks
10 Wonderful event! Thank you for all your hard work!
10 You all did a great job given the weather! Well done!
9 More vegetarian options
8 1) Wine servers should pour more wine. It can still be a tasting, but should at least be half a glass. It's
frustrating to have to keep going back and hard to enjoy the evening when it is so cut up that way. The
ticket price is almost $70. I'd expect to be able to have several glasses of wine and not feel bad about it
from the vendors. 2). Add heat lamps! There were multiple places to put them. 3) Add seating outside the
pavilion. Just some benches would be better than nothing. It's a hassle to go to the auditorium to sit - since
everything is a tasting - it means you have to keep getting up for the smallest thing. You could also have
some more high-tops on stage. 4) Coupons or discounts to enjoy the products later. 5) please add some
more wines that are earthy and Bordeaux-like. That said. I really enjoyed it and thought you really
handled the rain issue pretty well, given your options.
8 Better preparation for poor weather with food stations more protected from the weather.
8 Despite the weather, it was a lovely evening. Maybe more heater lamps :). The band was great and made
one forget about the cold.
8 Great event, wonderful variety, entertainment was fabulous
How likely are you to recommend the Taste of Vail Fall Wine & Food Classic to a friend or family member, on a scale
where 0 is not at all likely, 5 is neutral, and 10 is extremely likely?
Do you have any comments on your response, or suggestions for improving the Fall Wine & Food Classic?
Page 1 of 1
Rating Comment
How likely are you to recommend the Taste of Vail Fall Wine & Food Classic to a friend or family member, on a scale
where 0 is not at all likely, 5 is neutral, and 10 is extremely likely?
Do you have any comments on your response, or suggestions for improving the Fall Wine & Food Classic?
8 More vegan food options! And maybe some live music.. it was very stuffy, perhaps because of the bad
weather and low attendance.
8 Since the focus is Southern Hemisphere wines, it would be great as the no event expands to really feature
compelling regions (like Tasmania) so event doesn't fizzle out after a few years. The food was excellent!
7 Even if inclement weather vendors should remain the entire time, most were leaving by 7:30-7;45. Good
balance of food and wine. Good venue location. Overall pleased with experience. Would have been nice to
be able to purchase some of the wine and perhaps have each restaurant share a recipe to take home
7 Loved the hike and brunch! Went with my husband and two teenage sons and they enjoyed it also! Great
event!
5 More vegetarian foods, Larger wine pours Dessert
no resp.The event was impressive.
Page 2 of 2