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
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Vail Brand Compatibility
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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
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Exceeded expectations:
• We had our guests arrive and stay at the Saturday tasting, even with
rain/snow.
Event Strengths & Weaknesses
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• 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
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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
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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
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In-kind sponsorship:
Event Budget
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Cash sponsorship:
* Event producer to attach detailed budget for recap
Estimated Results*
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* 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*
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* Based on survey results.
Survey results for 2017, will send you 2018 results when receive.
Estimated Results*
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* Based on survey results.
2017 Results- will have 2018 when survey arrives and will update for
you.
Estimated Return on Investment (ROI)*
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* 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*
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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
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• 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
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• 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
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Topline Marketing Efforts
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Topline Marketing Efforts
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Community Contribution
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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
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• 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
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Additional documents attached to presentation: We will send the Survey when we receive.
Additional Information
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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