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HomeMy WebLinkAbout02l. Taste of Vail Fall Wine & Food Classic RecapEvent Recap: Taste of Vail Fall Wine & Food Classic: Southern Hemisphere Wine Taste of Vail Wine & Food Classic, Southern Hemisphere: September 21 & 22, 2018 Office: 970-401-33320 info@tasteofvail.com 2 Town of Vail | CSE | 10/3/18 Vail Brand Compatibility 3 Town of Vail | CSE | 10/3/18 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 saw a growth every year and are know that 80% of the guests are visiting Vail. • 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 | 10/3/18 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 | 10/3/18 • 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. We sold out with the hike and brunch 2 weeks before the event. • There were brunches throughout town on Saturday: Vintage had brunch, Remedy and Mid Vail all had brunch. guests made and effort to come to these on Saturday am. • Taste of Vail hired was a 85% compostable event. The wine bottles brought us down, with them being recycled. • We grew our social media presence and we had National Press from all over the US. We are seeing a growth and an interest in Vail more than we have in past and we see this growing in leaps and bounds with a fall event for any press that may not be skiers. Event Strengths & Weaknesses 6 Town of Vail | CSE | 10/3/18 Measures that could be taken for event improvement: • 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. We sold a similar amount of tickets. • This year we saw growth and how the ampitheater could handle this crowd. We had lines and have come up with a plan to reduce the lines during the event. Event Budget 7 Town of Vail | CSE | 10/3/18 Total event budget: see attached • CSE funds: $20,000 • Funding utilization: CSE funds were used for creating a new event. We had PR as the top priority. Event Budget 8 Town of Vail | CSE | 10/3/18 In-kind sponsorship: Event Budget 9 Town of Vail | CSE | 10/3/18 Cash sponsorship: * Event producer to attach detailed budget for recap Estimated Results* 10 Town of Vail | CSE | 10/3/18 * Based on survey results. Estimated attendance: Total tickets: 655 % of people in Vail specifically for event: We will send you survey results when received. % of people attended previous years: We will see how many attended and will send you survey results when received. Estimated Results* 11 Town of Vail | CSE | 10/3/18 * Based on survey results. Survey results for 2017, will send you 2018 results when receive. Estimated Results* 12 Town of Vail | CSE | 10/3/18 * Based on survey results. 2017 Results- will have 2018 when survey arrives and will update for you. Estimated Return on Investment (ROI)* 13 Town of Vail | CSE | 10/3/18 * 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 10/3/8 Satisfaction ratings: Net Promoter Score is 64 When discussing with guests we felt we have a strong presence in both guests, including wineries that intend to return. We are working with creating this an event that is like no other and will be working to ensure our ROI increases. The leaves, are their prime this weekend and a truly amazing time to be in Vail. * Based on survey results form 2017 Topline Marketing Efforts 15 Town of Vail | CSE | 10/3/18 • 55% of our guests were informed about event happenings via numerous e-blasts that were distributed between April 2018 and September 2018. E-communications were distributed to approximately 50,000 people. Topline Marketing Efforts 16 Town of Vail | CSE | 10/3/18 • Our print publications for 2018 were: 1. 5280 Magazine 2. Denver Post 3. Postcards: Went to restaurants, wineries, lodging and sponsors 4. App Program that will continue for the spring festival 5. Vail Daily PR 7. Vail Beaver Creek Magazine Topline Marketing Efforts-2018 Reach 17 Town of Vail | CSE | 10/3/18 • Through the help of our Marketing and PR team, or media outreach continued to grow our Front Range national presence. Publication Date Title Link Reach Ad Value Vail Daily 9/22/18 Annual Fall Wine & Food Classic Grand Tasting visits Vail again on Saturday, Sept. 22https://www.vaildaily.com/news/annual-fall-wine-food-classic-grand-tasting-visits-vail-again-on-saturday-sept-22/184,854 $1,709.00 DiningOut Denver Boulder 9/21/18 What to Expect at The Taste of Vail http://diningout.com/denverboulder/expect-taste-vail/27,000 $250 Denver Post The Know 9/21/18 18 of the best Colorado fall festivals for 2018 https://theknow.denverpost.com/2018/09/21/fall-festivals-denver-colorado-aspens-pumpkins/195915/26,104 $241.00 9News.com 9/21/18 Photo: Thinkstock 9Things to do in Colorado this weekend: September 21-23 https://www.9news.com/article/life/events/9-things-to-do/9things-to-do-in-colorado-this-weekend-september-21-23/73-5857727573,153,850 $29,173.00 Vail Beaver Creek Magazine 9/20/18 Vail-Beaver Creek Weekend Agenda: September 21-23 https://www.vailmag.com/articles/2018/9/20/vail-beaver-creek-weekend-agenda-september-21-23 9,085 $84.00 5280 Online 9/18/18 7 Can’t-Miss Late September Events for Foodies https://www.5280.com/2018/09/7-cant-miss-late-september-events-for-foodies/137,891 $1,275.00 Westword 9/17/18 The Six Best Events on the Culinary Calendar This Week https://www.westword.com/restaurants/denvers-best-food-and-drink-things-to-do-september-17-through-september-21-2018-107750482,091,427 $19,345.00 Vail Beaver Creek Magazine 9/4/18 6 Ways to Celebrate Fall in the Vail Valley https://www.vailmag.com/articles/2018/9/4/6-ways-to-celebrate-fall-in-the-vail-valley 9,085 $84.00 Mountain Living 9/2/18 The Taste of Vail Fall Wine & Food Classic http://www.mountainliving.com/Events/The-Taste-of-Vail-Fall-Wine-Food-Classic-2018/41,653 $385.00 In Good Taste Denver 9/2/18 What’s In Good Taste in September https://ingoodtastedenver.com/in-good-taste-in-september/8,269 $76.00 DiningOut Denver Boulder 9/1/18 11 Must-Do Events this September http://diningout.com/denverboulder/11-must-do-events-this-september-2018/27,000 $250 Heidi Town 8/8/18 Treat Yourself to Vail, Colorado & the Four Seasons https://www.heiditown.com/2018/08/08/treat-yourself-to-vail-colorado-the-four-seasons/N/A N/A Vail Beaver Creek Magazine 6/8/18 Four Festivals to Get Your Foodie Fix https://www.vailmag.com/articles/2018/6/8/four-festivals-to-get-your-foodie-fix 9,085 $84.00 Vail Daily 5/2/18 Taste of Vail’s 2nd annual Fall Wine & Food Classic returns in Septemberhttps://www.vaildaily.com/news/taste-of-vails-2nd-annual-fall-wine-food-classic-returns-in-september/184,854 1,709 TOTAL 5,910,157 $54,665.00 Topline Marketing Efforts 18 Town of Vail | CSE 10/3/18 Topline Marketing Efforts 19 Town of Vail | CSE 10/3/18 Topline Marketing Efforts 20 Town of Vail | CSE 10/3/18 Community Contribution 21 Town of Vail | CSE | 10/3/18 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 at restaurants and on Vail Mountain as well we our beautiful Betty Ford Gardens and the Gerald Ford Ampitheater. We had events bring people back to town The community is a large part of our event because Taste of Vail is a volunteer organization. We had 8 volunteers and 12 paid staff at this event and they were an amazing help for our end result. Sustainability Efforts 22 Town of Vail | CSE | 10/3/18 • 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 23 Town of Vail | CSE | 10/3/18 Additional documents attached to presentation: We will send the Survey when we receive. Additional Information 24 Town of Vail | CSE | 10/3/18 Income Ticket Sales $30,475.00 Sponsor $26,560.00 Total Income $57,035.00 Expenses Brunch $3,650.00 Rental $13,000.00 Contract Labor $14,500.00 Advertising $5,500.00 PR $6,500.00 Sales Tax $1,219.00 Printing $2,750.00 Entertainment $1,650.00 Bank Fees $4,571.00 $53,340.00 $3,695.00 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 2nd Taste of Vail Fall Wine & Food Classic a 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 25