HomeMy WebLinkAbout2.b. 2018 Event Recap Taste of Vail SpringSurveyed Event Recap: Taste of Vail Spring 2018
Cultural, Recreational & Community Category
Taste of Vail: April 4-8th, 2018
Angela Mueller
Phone: 970.401.3320
info@tasteofvail.com
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Taste of Vail: Events
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Overall Event Highlights & Successes
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• Net Promoter Score (NPS) was 69.
• We grew our media presence and had pieces in Cowboys & Indians, Forbes,
Denver Life, FSR Magazine, Food & Beverage Magazine, All About Après Ski, Dining
Out, 303 Magazine, Food Before Love, Travel Channel, and many Vail Daily and
Colorado sites.
• Signed several new sponsors such as Big Green Egg, Buffalo Trace, Lagunitas, and
Infiniti. Had 2017 sponsors come back such as Vail Resorts, Town of Vail, Superior
Farms, Tahoe Kitchen, Govino, Hammer Stahl, First Bank, American Lamb Board,
and more.
Questions from CSE
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Attendance Estimate
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• Over 9800 tickets sold.
• Attendance varies with location of our events.
We feel we bring in the demographic the will
come back, if not for the Taste of Vail, to ski, to
experience all Vail has to offer.
• We brought in gross revenue of over $1.0 Million
dollars.
Visitor Type
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We worked with the two surveys; Intercept found that 92% of ticketed guests came to Vail
specifically for Taste of Vail. Intercept worked on all events and had 141 ticketed guests
respond to survey.
Of those who came for the event, 65% were overnight guests, and 35% were local visitors.
Our International Group grew to 6% this year.
Intercept Insight LLC Survey 2018
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
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The Taste of Vail chooses event dates to
coincide with off peak times. Our goal is to
bring people to town that may not
normally come.
This event helped compensate for the lack
of snow this year, bringing people to town
that spent money and enjoyed what Vail
has to offer.
Overall Visitor Profile
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Our main demographic is Female, 30-60 plus year old.
We have seen our age group changing and becoming
younger every year.
We reached our target demographic at all our events.
• We met this because the location of our
marketing and ad campaign was designed to
hit our top demographic.
• We will continue to place PR and work with
media that caters to this group.
• We will continue to work with pushing our
National Media, as we see this growing and
changing each year.
Role/Importance of Event in Intent to Visit Vail
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• We worked and gave all hotels in Vail the option of having a rate on our website. We sent out eblasts that gave
this options to guests and possible guests.
• We worked with the two surveys and found that 92% of ticketed guests came to Vail specifically for Taste of Vail.
Intercept worked on all events and had 141 ticketed guests respond to survey.
• We will continue to work with hotels and will continue to push the lodging early, as we know this helps
commitment occur for both event and travel.
NPS (Net Promoter Score)/Likelihood to Recommend
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• Our NPS score showcases that we are continuing to work on and improve our event each year. Our number
varies because half the events are outside, making them somewhat weather dependent. We will look at ways to
increase of NPS through active changes in the event to entice guests and make the experience one will never
forget.
• We have had our first meeting with the Restaurant Community and will continue to reach out. We want to
ensure we are creating an event that works for them. We had great feedback and we look forward to changes
that will enhance the Taste of Vail and the NPS.
Estimated Return on Investment (ROI) & Attendee Expenditures
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Additional Town of Vail Spending generated $ 1,053,146
Sales tax revenue generated by the event
And accrued to Town of Vail including sales and lodging
tax:**$42,125
Intercept Insight LLC Survey 2018
Event Strengths & Weaknesses
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Taste of Vail hired Walking Mountains ensure we have 100%
compostable event. Walking Mountains did an amazing job. We were
at an 90% compostable level that is unheard of.
Our sponsorship grew. This will always be an area of improvement so
we can continue to grow.
We are having meetings with the Restaurant Community to find out
how we can enhance, grow, and make the event exciting and new for
everyone.
Sustainability Efforts
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What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail?
Taste of Vail hired Walking Mountains to follow through with mission to
have a 100% compostable event. Walking Mountains did an amazing job.
We were at an 90% compostable level that is unheard of.
What waste reduction methods were used during your event/program?
We require everything used to be 100% compostable. We also use
compostable reusable glasses at both the Lamb and Mountain top Tasting.
We do not have water bottles and instead have water stations.
How could you improve on sustainability efforts for next year’s event?
We will continue to require 100% compostable items and recycling. We
have had success and will enhance our sustainability with more locally
grown foods at the event.
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.
Vail Brand Compatibility
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How did the event support the Vail Brand?
Additional Town of Vail Spending generated $ 1,053,146 during an
Sales tax revenue generated by the event and accrued to Town of Vail including sales and lodging
tax **$42,125. (Intercept Insight LLC Survey 2018)
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 found the 92% of guests come to Vail specifically for the Taste of Vail. We are showcasing
the Town as the culinary destination it should be.
We allocate time everyday for guests to ski, shop and explore the Premier International
Mountain Resort Community. They get to see the Vail Mountain is Like Nothing on earth
75% of the guests are extremely likely to return.
This event solidifies Vail as not only a premier ski resort, but also a first class culinary destination.
Community Contribution
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How did the event impact Vail’s sense of community?
Taste of Vail is a celebration of the outstanding food, wine, and culture that is
abundant in beautiful Vail, Colorado.
The Taste of Vail promotes Vail as a world class culinary destination, reinforcing the community with
the sense of honor and fulfillment of being one of the top resort destinations in the world.
Events were held throughout Vail to include a majority of Vail community businesses: Vail Mountain,
Gore Creek Drive and many Taste of Vail restaurants and hotels, who hosted wine pop ups and
educational seminars.
The community is a large part of our event because Taste of Vail is a volunteer
organization. We rely on the Vail community to enhance the experience for the large
number of guests that attend the four-day event from all over the world.
Sponsors for Taste of Vail- Spring
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Sponsors for Taste of Vail- Spring
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Topline Marketing Efforts- PR
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We had articles in Going Places,
Forbes, Travel Channel, Marla
Meredith, and Elite Daily.
Topline Marketing Efforts- PR
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Topline Marketing Efforts- Ads
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Topline Marketing Efforts- Ads- Program
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Rated among the Na
by Forbes.com, U
www.tasteofv
APRIL 4-8, 2018
Rated among the Nation's Top Food & Wine Festivals
by Forbes.com, USA Today and the Travel Channel
www.tasteofvail.com
APRIL 4-8, 2018
Potential for Growth & Sponsorships/Media Exposure
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How do you see the event evolving or growing next year?
We see the Taste of Vail changing with new events, more activation locations for our sponsors, and
upcoming and new ideas from the Vail Restaurant community
• Vail Resorts
• Town of Vail
• 5280 Magazine
• American Lamb
Board
• Buffalo Trace
• Tahoe Kitchen
Company
• Cuisinart
• Kitchen Aid
• Fjallraven
• Hydroflask
• GMC
• Johnson and Wales
• Govino
• First Bank
• Mercedes
• Maserati
The Taste of Vail will be targeting these
companies for 2018 Fall and Spring:
Event Budget
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget: Total Gross Profit- 280,160
CSE Funds: 45,000
Cash Sponsorship (not CSE): 74,870
In-kind Sponsorship: 54,000
Marketing Budget: 62,826.66
Total Expenses
Profit & Loss:
260,540.73
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Marketing, Operations,
Public Relations
Thank you
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The Taste of Vail Board would
like to thank the Town of Vail
and the CSE for working with
us to make this event be what
the Vail Brand is. We
appreciate your time, effort
and work you put forth to
give us an amazing presence
in Vail. See you in the Fall!
Additional Information/Appendix
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• Provide detailed budget in the Appendix
• Provide final marketing plan in the Appendix Attached
• Provide full version of the Survey Dashboard PDF in Appendix: Attached
• Provide any additional information or marketing materials you think the CSE would
benefit from
Total economic
impact per attendee
day
Restaurants/bars/
food concessions
Lodging Recreation Shopping Other items
$0
$100
$200
$300
$400
Economic Impactper Attendee-Day$309
$124 $75 $47 $45 $19
Direct Economic Impact to TOV per Attendee-Day
In commercial lodging
In rent-by-owner lodging
Vacation home/timeshare
With friends/family
Other
43%
20%
17%
20%
Overnight Visitor Profile
1
2
3
4
5
6 or more
34%
31%
9%
9%
9%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
56%
38%
3%
3%
Vail
Other
Beaver Creek
Avon
Summit County
Eagle/Gypsum
Edwards
71%
11%
9%
6%
3%
Under $50k
$50k-$100k
$100-$150k
$150k or more
25%
11%
18%
46%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
19%
24%
26%
16%
5%
9%
1%
Male
Female
34%
66%
Promoter Passive Detractor
0%
20%
40%
60%
80%Percent Responding76%
16%8%
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 Responding18%
49%
1%3%1%8%3%6%5%6%
Importance of Event in Decision to Visit Vail Today - Overall
2018 funding
Direct economic impact to TOV
Economic impact payback ratio
TOV/VLMD sales tax impact
TOV/VLMD sales tax impact ratio $0.53
$23,693
$14.74
$663,486.65
$45,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee Days0K
10K
20K
2.1K
Attendance Est
69%
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%
10%
20%
30%
40%Percent Responding37%
10%
29%
22%
2%
Visitor Type
ColoradoFloridaCaliforniaVirginiaIllinoisLouisianaMichiganNew JerseyNew YorkOklahomaTexasUnited Kingdom 2%2%2%2%2%2%2%2%4%4%6%59%
No
40%
Yes
60%
Attended Event Last Year?
2018 Vail Event Visitor Summary: Taste of Vail: Debut of Rose and American Lamb Cook-Off
April 4 & 5, 2018
Survey technique: Intercept & Post-trip web. Overall sample size: 104 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2018): 29
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time resident of Town of VailFull-time downvalley resident
Day visitor to Vail 10.0
7.7
8.81.9
6.8
7.0
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:
$370
$300
Overall
Overall
event
Null
Burton US Open
Spring Back to Vail - All (Concert & Other)
Spring Back to Vail - All Except March 31 Concert
Spring Back to Vail - All except March 31 Concert & Pond Skim
Spring Back to Vail - Concert Only
Spring Back to Vail - Pond Skim Only
Taste of Vail: Debut of Rose and American Lamb Cook-Off
TEDxVail
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Background
Taste of Vail has grown over the last 28 years to be among the top food and beverage
events in the country. Over the last five years, the Taste of Vail board has rededicated itself
to promoting Vail restaurants and the Vail lifestyle. We see this to be a huge success this
year, with ticket sales increasing, a sponsorship increase and increase in wineries to the
Taste of Vail.
The board has a marketing committee that directs and executes all online, marketing, social
media and public relations activities. Taste of Vail continues to contract with professionals
such as Avid Online for design and website assistance as well as Think Big Media for media
outreach and social media.
• Event Opportunities
o Many Taste of Vail events are weather dependent.
o Sponsorship. Taste of Vail still feels this is an area that as a community we
can work on having strategic alliance sponsors together.
Competitive Set
Other food and wine events such as:
• Santa Fe Wine & Chile Fiesta
• NOLA Food & Wine Experience
• Pebble Beach Food & Wine (Takes place same week as Taste of Vail)
• Kohler Wine & Food Experience
Goals
Since its creation in 1990, the Taste of Vail has been the iconic celebration of the Vail
lifestyle – “Like Nothing on Earth.” In collaboration with the local culinary community, the
Taste of Vail is dedicated to enhancing Vail’s image, positioning and reputation as a world-
class international resort with serious commitment to fine food by curating and producing
an exclusive, truly unique, epicurean festival that can only be experienced in Vail’s epic
landscape.
The Taste of Vail brings together the world’s top wine makers, spirits distillers, brewers
and industry leaders from the local culinary community to showcase their finest creations
at exclusive tastings, lifestyle and entertainment events, and intimate seminars throughout
the festival, April 4-8, 2018
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Objectives
• Grow tickets sales by 20 percent.
• Cut complimentary tickets by 20 percent in 2018 by continuing a new volunteer
structure.
• Grow Sponsorship by 25% in 2018
• Ensure that all restaurants and local businesses feel they are a part of Taste of Vail
2018, by utilizing promotional event planning and joint venture marketing.
Target Audience
The Taste of Vail attendee is a connoisseur of food, wine and an active lifestyle. Attendees
fall across the financial spectrum as the event attracts both locals and destination guests.
Key target markets include:
• Denver/Front Range
• Chicago
• Dallas
• Houston
• New York
• San Francisco
• International
Based on past research, the mean age of the attendees is 45, with the sample being nearly
42%/58% male to female. 39% of the respondents attended with their spouse/significant
other, and 23% came with friends only. 72% earn a household income of $200K+, and
nearly 85% have at least a BA Degree.
Strategies
o The Debut of Rose’ Event will continue to be an area that we will grow for Taste
of Vail. The implementation of an event that people are able to first experience in
Vail, gives many wine connoisseurs the reason to attend.
• Leverage sponsorships to attract more participation in the 2018 Taste of Vail.
o Incorporate sponsors in all marketing outreach from eblasts to social media and
public relations outreach, when appropriate.
o Work with sponsors to identify additional opportunities to reach their
customers with the Taste of Vail message. For example, Taste of Vail has worked
with 5280 as a media sponsors the last 6 years. We will continue to work with
the magazine to leverage social media placements, posts and advertising in the
publication.
• CUSTOM SPONSORSHIP PACKAGES are what the Taste of Vail has worked on this
year. Each sponsor has been offered a sponsorship that enhances their brand and
what they are bringing to the Taste of Vail.
• Continue to work with Vail Resorts to leverage marketing resources.
• We will have an epic pin for Taste of Vail.
o Ensure Taste of Vail is listed on the Vail.com calendar listings.
o Work with marketing team to include Taste of Vail on more than one email blast
to their database.
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o Coordinate any social media posts/presence through the Vail Facebook, Twitter
and blog channels.
o Coordinate outreach to international marketing wholesale contacts promoting
the event with a special ticket price.
• Develop a strong local and regional advertising buy to promote the Taste of Vail.
o Publications we have historical purchased advertising in include LIST THESE
PUBLICATIONS.
o Leverage sponsorships to expand the advertising reach of the event nationally.
• Leverage public relations to garner news stories about Taste of Vail before and after the
event.
o We have implemented a new, online media application process.
o We will conduct one-on-one media desk side visits with writers in the
Denver/Front Range market.
• Utilize social media to communication with Taste of Vail fans.
o Use promoted posts and pay per click on Facebook to expand awareness of the
event.
o Continue to utilize strong event images on Pinterest to assist with SEO.
o Launch a new blog on tasteofvail.com to keep attendees updated on restaurants,
wineries and events surrounding Taste of Vail. Utilize key words to assist with
SEO.
• Continue to update and modify tasteofvail.com to have a strong online presence.
o Insert all the new things on the site e.g. new ticketing system, new
blog…anything else? SEO campaign? Note monthly eblasts to drive people to
tasteofvail.com to book.
• Identify join venture marketing opportunities.
o We will be working the local events: with Vail Valley Foundation for 2018, Vail
Resorts, Beaver Creek Resorts, Bravo, Vail Jazz, Vail Beaver Creek Restaurant
Week, etc.
Timeline
o Marketing will begin and continue from April 2017 till April 2018 and till April
2019. There are bi monthly eblasts during off-season months and they grow to
being once a week, to twice a week, till event when they are every day.
o 1st Postcard done: October: Sent to all restaurants/lodges and wineries to distribute
o 2nd Postcard done: February: Sent to all restaurants/businesses in Vail and lodging
to remind people to come back
o Eblasts all sent to concierge list, property management list and Taste of Vail list.
o Eblast sent to Vail Resorts for them to use as much info about event in their
newsletters.
o Poster done: February 2018
o 5280 Ads: Follow contracted dates: use ads dependent on artwork done
o Vail Daily Ads:
o Program booklet
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o TV8/Fox times contracted: Chefs set by March 1
o Distributor Postcard with wineries in hands by December 15 to increase marketing
with all restaurants participating or not.
o California trip: Ensure all wineries have postcards and info out for their guests for
Taste of Vail
o Monthly Marketing Meetings: To ensure follow through with all actions
o Work on Marketing Wine events/dinners throughout town
o Get all restaurants to have small blurbs about Taste of Vail from January on: Weekly blurbs
to use in their eblasts
o Press Releases: have 8-10 within year
Measurement
We will use this information for sponsorship/improvement of event and our
continued movement forward for 2017
• Quantity/quality of restaurant and winery participants
59 wineries and 30 Restaurants
• Total number of tickets sold in 2018
• Ticket revenue from 2018
• Number of room nights sold in 2018
• Revenue from sponsorships
• Attendance survey points
• Survey results
• Media coverage
Total
Revenue
3100 Auction Revenue 9,500.00
Total 3200 Sponsor Revenue $ 109,700.00
Total 3300 Ticket Revenue $ 160,960.00
Total Revenue $ 280,160.00
Gross Profit $ 280,160.00
Expenditures
Total 5000 Event Expenses- Rose, Lamb, Mtn Top
Grand $ 84,396.88
Total 6000 Advertising & Promotion/Marketing $ 62,826.66
Total 7000 General & Admin Exp $ 31,917.22
contract labor $74,450.00
Security $5,500.00
ticket/Travel Expense $1,449.97
Total Expenditures $ 260,540.73
Net Operating Revenue $ 19,619.27
Wednesday, May 30, 2018 11:07:15 AM GMT-7 - Accrual Basis
Taste of Vail
Statement of Activity
September 1, 2017 - May 30, 2018