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Home My WebLink About2b. 2018 Vail Farmers Market Farm to Table Recap _ 2018Vail Farmers’ Market & Art Show Farm to Table Series Wrap up 2018 Vail Farmers Market Farm to Table Series: June 22nd, July 20 and August 24th, 2018 Fridays, 5:30- 8:00 PM Event Producer Vail Farmers’ Market & 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 setting 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 location are what we strive for. Vail Brand Compatibility “Premier International Mountain Resort Community” Strengths: We exceeded expectations! We exceeded our numbers. We brought in 323 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 visiting tourists a reason to stay in Vail instead of traveling to another town for entertainment. 81% 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. (Intercept Survey) We feel keeping those people and allowing many of them to stay in Vail even one more night. Event Strengths & Weaknesses This year our marketing of the Vail Farmers’ Market Farm to Table Series: The Vail Farmers Market increased participation on both our restaurants and guests. Our ads encouraged folks to come to Vail for multiple days, for multiple events and to stay overnight in Vail hotels. We saw this grow by almost a room night from 3.4 to 3.8 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 advertising 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 July and August. June has been an event that does not sell out: 2019, we will be doing our farm to tables in July & August. This allows for all produce to be ready also. 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 authentic Colorado made quality is enhanced for everyone. Event Strengths & Weaknesses • Total event budget: 2018 attached • CSE funds: we received for 2015: $9000 • Profit and loss: attached • Funding utilization: The CSE funds were used for marketing the event and working with Rental of Farm to Table items for 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. • Cash sponsorship: We had sponsorship from Food Network, Meadow Drive Partnership, and CSE. Event Budget Estimated attendance: 323 Total (Found by tickets sold) • % of people in Vail specifically for event: The Vail Farmers’ Market Farm to Table Series estimates that there were 323 in Vail for the Farm to Table Series over Summer 2018. Results Attendance Numbers • Attendees came from (local, regional, out of state, international): In State: 45% Out of State: 55% • Average age and income bracket of attendees: 83% were between the ages of 25-64. We found that 33% were male and 67% were female. The income bracket: 76% of attendees had an income level of $150,000 -plus 21% were at the $50,000-$100,000 income level Estimated Results* Demographic Profile • Lodging: 2018: $641,900 was spent in lodging during the Vail Farmers’ Market Farm to Table Series 71% attendees stayed in Town of Vail: 50% of attendees stayed in paid lodging, 41% were second home owners, 29% timeshare 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. *Based on survey results Estimated Results* Event Attendee Estimated Spending Additional Town of Vail spending event generated: • Ratio of increased revenue to amount of funding received: The estimated revenue of and the CSE funded the Farm to table 9,000 for the Farm to table Series. We see that the ticket sales was $21,567. 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 marketing for all of Vail. We feel our ROI is priceless and will continue 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. Estimated Return on Investment (ROI)* Satisfaction ratings: • 82% 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 attached at the end of this presentation) 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 Topline Marketing Efforts Topline Marketing Efforts Topline Marketing Efforts PR Total Vail Farmers’ Market Farm to Table Dinner Coverage 10+ Local and Regional Placements 2018 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 Destination Living Heidi town The Farm to Table Series addition to the market gave us more opportunities to market. . We also sent out press releases & postcards 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 mentioning it in the summer activities for their guests. Vail Resorts ensured that we were in eblasts about the summer. The marketing 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 activities available. The marketing 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 Marketing 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 times, to ensure guests may get to other events going on in Vail. Community Contribution • We are 98% compostable. We are 98% compostable at the event. The Rest is recycled: Wine bottles and beer cans. • We use all glassware and serving ware. Our event has everything compostable or recyclable. Sustainability Efforts Green Measures Additional Information Jan1- Septe,ber 3, 2018 Income Farm to table ticket 21,567.00 Sponsorship 6,200.00 CSE 9,000.00 Total Income 36,767.00 Expenses advertising Photography 650.00 Public Relations 550.00 Social Media 650.00 web work 224.00 Printing 500.00 Total advertising $ 2,574.00 bank charge 200.00 contract labor 7,500.00 Farm to table-food 7,501.00 Sales Tax 742.00 storage expense 500.00 Security 250.00 Alpine Rental 17,500.00 Total Expenses $ 36,767.00 Total Vail Farmers' Market & Art Show Profit and Loss Comparison January 1- September 3, 2018