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Home My WebLink About02h. Gourmet on Gore RecapSurveyed Event Recap: Gourmet on Gore Cultural, Recreational & Community Category November 7, 2018 Gourmet on Gore: Aug 31-Sept 3, 2018 James Deighan Phone: 970.476.6797 jdeighan@gohighline.com 3 Labor Day weekend 13th Annual Gourmet on Gore Vail Village Food and Beverage Tasting Festival Highlights 40,000 Attendance 3 beer pouring stations 9 winemaker stations 2 spirit stations 30 restaurant and sponsor expos Print: 875,000+ impressions Digital: 5,000,000+ impressions PR: 5,000,000+ impressions Gourmet on Gore: Aug 31-Sept 3, 2018 Overall Event Highlights & Successes 4 • Gourmet on Gore 2018 brought a similar number of guests to Vail as it has in previous years, again reaching close-to-maximum capacity for the event venue each day. • With extended programming, Gourmet Let’s Go! offered a variety of activity options to appeal to the active lifestyle of Vail’s summer guests on Saturday, Sunday and Monday (Sept. 1 – 3, 2018). This included ticketed options with chef paired lunches as well as three days of complimentary yoga all paired with culinary delights. • Once again, the Tasting Tour kick-off event was sold out. Featuring eight stops along the Tour to showcase the Town of Vail and gave guests the opportunity for a self guided tour through each of the spaces. • Original event artwork provided by Carrie Fell. Carrie was onsite to sign and give away complimentary posters of this print all weekend. Her original artwork sold during the Friday night event. • Again in 2018, Gourmet on Gore was proud to benefit local non-profit, Vail Veterans Program. Attendance Estimate 5 • Gourmet on Gore achieved the expected similar attendance numbers to previous years at the Open-Air Tasting while increasing number at the offsite boutique lifestyle events. • How would you impact attendance next year? • Increase programming and marketing efforts surrounding special events, such as: Gourmet Let’s Go! or the educational seminars hosted at The U. • Collaborate with event partners to cross promote the event through their channels to networks outside of Gourmet on Gore’s direct reach. Visitor Type 6 • Was this the visitor type split you expected? • Yes, with an increase since 2017, the event continues to see a majority of guests are overnight visitors. • What steps would you take to optimize visitor mix for future events? • Collaborate with local businesses owners and event participants to promote the event to year-round visitors and out of town guests. • Continue to promote the event within the Vail Valley through grassroots, print and digital marketing efforts. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •What measures did you take to encourage attendees to book lodging in the Town of Vail? •Promoted Vail Racquet Club Mountain Resort as an official lodging partner of Gourmet on Gore 2018. •Promoted additional lodging options through vail.com. •Provided resources and encouraged local lodging community to cross promote and reach out to guests with information about the event. Overall Visitor Profile 8 • Who was your anticipated target demographic? Did you reach your target demographic? • Yes. Gourmet on Gore reached its target demographic: • Affluent luxury travelers • Foodies/interest in culinary excellence • Values an active lifestyle and seeks both outdoor adventure and social engagement • What would you change to attract that audience next year? • Find additional areas of interest and commonalities among the demographic which can be targeted in advertising efforts. Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? •The event continues to offer a variety of activities in which guests can participate over this 4-day weekend event. Including a diverse offering of ‘you-choose’ programming allows guests to plan their weekend in Vail according to personal preference. •How would you increase the number of overnight Vail guests coming for the event next year? •Continue to create incentives for guests to sign up for special programs, committing to their multi-day visit in Vail in advance of their arrival. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Do you think the NPS scores reflect the attendee event experience? •The event was enjoyed by all attendees and the vibe was enthusiastic and pleasant, this score does not seem to accurately represent the experience of our attendees. The event is a perfect fit for the brand of Vail and the experience we want to put forth. •What steps would you take to improve the NPS scores for your event next year? •Work with local and regional media outlets to ensure guests are aware of the event and know what to expect prior to their arrival in Vail. •Encourage guests to take part in the satellite offerings surrounding the Open-Air Tasting so they can truly experience Vail and connect with the event in a personal way. Estimated Return on Investment (ROI) & Attendee Expenditures 11 • What did your event do to encourage spending in Vail? • The 4-day event encouraged guests to visit Vail for an extended weekend. • All restaurant partners were local businesses gaining exposure and profiting throughout the event and through increased reservations. • The Open-Air Tasting concludes each day BEFORE the dinner hour to promote experiencing the local restaurants. • Promoted vail.com and Vail Mountain summer activities on event website and marketing materials Event Strengths & Weaknesses 12 •How did the event exceed expectations? •With gorgeous weather, guests came out in droves to enjoy the food and beverages on Vail's iconic Gore Creek Drive. •Monday Brunch continues to grow. Not to mention the following of Tony G to bring guests in to watch the live entertainment. •What are areas for event improvement? •Expanded Open-Air Tasting footprint for more seating options for guests. •Added programming/marketing to the lifestyle elements as well as the educational seminars at The U. •How did this year’s event compare to previous years? •The direct economic impact to TOV that was $103,200+ higher than in 2017 •22% increase in overnight guests versus other visitor types •There was an increase in visitors traveling from outside Colorado in 2018 (36% Colorado residents in 2018 vs. 67% Colorado residents in 2017) Vail Brand Compatibility 13 • How did the event support the Vail Brand? • The event continues to bring a diverse group of young families, active professionals and super boomers to Vail. • Gourmet on Gore’s programming offers culinary, cultural and active components that all align with the very core of Vail values. We promote our active outdoor lifestyle with a luxury and culinary twist. • As always, the event meets the highest quality standards of production, organization and venue aesthetics Brand Positioning: • Town of Vail: The Premier International Mountain Resort Community • Vail Mountain: Like nothing on earth Community Contribution 14 • How did the event impact Vail’s sense of community? • Gourmet on Gore enhances Vail’s inherent sophisticated, relaxed ambiance by allowing guests to travel through the venue at ease. • Guests have direct access to Vail’s local culinary talent as well as the ability to visit retailers, galleries, and shops in the village core. • Gourmet Let’s Go! encourages guests to experience Vail “like a local” by pursuing their active lifestyle in areas surrounding Vail Village. • The U educational seminars bring guests together to learn and have a hands-on opportunity to local and guest talent. An experience guests can share together. Topline Marketing Efforts 15 •Include overview of top 3 successful marketing tactics or executions •Gourmet on Gore was promoted through grassroots, print, digital, social, radio and PR marketing efforts. •Print: 875,000+ impressions •Digital: 5,000,000+ impressions •PR: 5,000,000+ impressions •Please see additional marketing details in the attached report Potential for Growth & Sponsorships/Media Exposure 16 • How do you see the event evolving or growing next year? • Continue to expand the satellite lifestyle programming to grow the Gourmet on Gore brand as a lifestyle destination, not exclusive to a foodie experience. • Grow the Saturday Open-Air Tasting footprint to allow for more casual seating and area for the community to gather together and enjoy the town. • What sponsors do you plan to target next year? (Including existing and potential sponsors) • We plan to target larger regional and national partners similar to those we have included in the past in categories such as: consumer goods products, time piece, financial institution, airline, and more. • Gourmet on Gore will also work to bring previous and new local partners on board, including smaller businesses, as well as food and beverage partners. • How will you leverage media exposure and extend the marketing reach next year? • Continue to expand our PR efforts in order to generate news-media content surrounding the event. • Use marketing tactics that have been successful in the past to reach likely to return guests (the event has a high guest return rate). • Continue to build a positive reputation on social platforms and use organic growth to drive interest in the overall event theme, participants and Vail setting. Sustainability Efforts 17 •The event ended up with an 61% diversion rate •Compost = 1.51 tons •Recycling = .36 tons •Trash = 1.2 tons •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Continued to make composting, recycling and trash sorting a priority at the event. •NEW water refill stations (3 total) positioned throughout International Bridge, Check Point Charlie, and Gore Creek Drive. •Proactively worked with restaurant vendors on composting/recycle/waste efforts through one-on-one communication and providing ample boxes to meet their individual needs. •All vendors were required to use compostable service ware. •Trash bins lids were made from recycled coroplast signs that were re-engineered into educational tops. •The use of hard line power so no generators were needed. •Staff carpooling from Denver and within the valley during the event. •Strict no idling policy for all vendors and staff during load in/load out. •Used re-usable table linens at all tents and cleaned as needed. Sustainability Efforts 18 •What waste reduction methods were used during your event/program? •Highline promoted the sales of the Official Gourmet on Gore wine glass as a way to encourage less plastic cup use for wines purchased throughout the event. •Staff was hired and an integral part of consumer education relating to disposal of event materials. •Event partner, Audi, offered free/promotional water bottles as part of their activation to encourage the use of the water stations. •Promoted the use of Gourmet on Gore official glassware vs. plastic. •Anheuser Busch enhanced the green efforts by supplying glassware that came with each beer purchased and reused throughout the event. •How could you improve on sustainability efforts for next year’s event? •Continue the promotion of glassware as an eco-friendly option and work with event partners to implement the use of additional glass/reusable items for service. Sustainability Efforts 19 Boots on the Ground… “The compost material that came in from Gourmet on Gore passed inspection with flying colors. Please let the customer know that their efforts in managing the zero waste program were very successful and we appreciate their diligence in overseeing compost separation. It takes a concerted effort to manage events like this and we would not be able to run a sustainable compost operation if not for the hard work of event teams who run “boots on the ground” sorting and education programs.” - Shawn Bruckman, Honeywagon Organics Event Budget 20 * Please see detailed budget attached Item $ Total Event Budget: $222,286.77 CSE Funds: $60,000.00 Cash Sponsorship (not CSE): $159,836.50 In-kind Sponsorship: N/A Marketing Budget: $9,880.23 Profit & Loss: -$2,450.27 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operations, Logistics, Marketing Additional Information/Appendix 21 •Appendix A: Budget •Appendix B: Marketing Plan •Appendix C: Survey Dashboard PDF •Provide any additional information or marketing materials you think the CSE would benefit from