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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 2 Taste of Vail: Events 3 Overall Event Highlights & Successes 4 • 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 5 Attendance Estimate 6 • 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 7 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 8 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 9 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 10 • 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 11 • 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 12 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 13 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 14 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 15 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 16 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 17 Sponsors for Taste of Vail- Spring 18 Topline Marketing Efforts- PR 19 We had articles in Going Places, Forbes, Travel Channel, Marla Meredith, and Elite Daily. Topline Marketing Efforts- PR 20 Topline Marketing Efforts- Ads 21 Topline Marketing Efforts- Ads- Program 22 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 23 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 24 * 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 25 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 26 • 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 1 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 2 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. 3 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 4 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