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TOVWrapup2019Event Recap: Spring Taste of Vail 2019 Cultural, Recreational & Community Category June 5, 2019 Taste of Vail: April 3-6, 2019 Angela Mueller Phone: 970-401-3320 info@tasteofvail.com 2 t Overall Event Highlights & Successes 3 •Net Promoter Score (NPS) was higher than 65. •We grew our media presence and had Forbes, The Daily Meal, West of 105, Dining out, Business Insider, Mountain Living, Denver Post, Colorado Expression, Afar Magazine, KOA Radio, KBCO Radio, Bites with Bre, Vail Daily, Vail Beaver Creek Magazine, CO Yoga & Life, and USA Today. •Our PR average coverage reach was 120,000,000. •Signed new sponsors such as La Croix, GMC, Guinness, Sotheby’s, Natalie’s Juice and had the following 2018 sponsors come back: First bank, American Lamb Board, Buffalo Trace, 5280, Govino, Tahoe Kitchen Company, Slifer, Smith & Frampton, Vail Resorts, Town of Vail and 33 restaurants and 58 wineries. •We increased lodging and brought in over $1,100,000 to the Town of Vail. Overall Event Highlights & Successes 4 Estimated Attendance Results 5 •Estimated Attendance: 9800 people. •90% of the people came to Vail specifically for the Taste of Vail event. •The number of attendees has held from 2018. Estimated Attendee Profile Results 6 Attendance varies with location of our events. We bring in a demographic that will return to Vail, if not for the Taste of Vail event, then to ski and experience all Vail has to offer. 53% are locals that filled out survey 71% are out of state, according to ticket sales We worked with Intercept and had 142 ticketed guests respond to survey. Those who came to event 56% are non local/out of state staying in Vail. 30% are first time attendees 70% are returning guests 62% bought individual event tickets 33% are volunteers 11% have full event passes Estimated Spending Results 7 •Estimated average spending per person: •Dining: $277,882 •Shopping:$251,787 •Lodging: $231,511 •Other Activities: $133,886 •Total average spending per person: If based on the 9800 number: $112 NPS (Net Promoter Score) 8 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? 80% are likely or extremely likely to return or recommend to friend or colleague. Overall Satisfaction with the event was high with a mean satisfaction rating of 4.6 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. 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. Event Strengths & Weaknesses 9 •How did the event exceed expectations? Taste of Vail hired Walking Mountains to ensure we had a 100% compostable event. Walking Mountains did an amazing job. We were at an unheard of 90% compostable level and we continue to follow this lead. We have wine from all over the world and guests staying during an off season time. Sponsorship for 2019 grew and we are working on 2020 at this time. Event Strengths & Weaknesses 10 •What are areas for event improvement? We will continue reach out and grow our with sponsorship. How did this year’s event compare to last year? The event grew and more guests that stayed are from out of town. We feel that the increase in press and out of town guests showcased the Town of Vail at its best this year. Vail Brand Compatibility The Premier International Mountain Resort Community 11 •How did the event /program support the Vail Brand? Additional Town of Vail Spending generated $ 1,100,000. Sales tax revenue generated by the event and accrued to Town of Vail including sales and lodging tax **$44,000. (Intercept Insight LLC Survey 2019) 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 90% 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 every day for guests to ski, shop and explore the Premier International Mountain Resort Community. They get to see that Vail Mountain is Like Nothing on earth. According to the survey, 80% 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 12 •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. Events were located at 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 ; 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. Topline Marketing Efforts 13 •Please attach complete marketing plan to end of presentation. Topline Marketing Efforts 14 Topline Marketing Efforts 15 Topline Marketing Efforts 16 Topline Marketing Efforts 17 Topline Marketing Efforts 18 Potential for Growth & Sponsorships/Media Exposure 19 What sponsors do you plan to target next year? We plan on continue working with with our 2019 sponsors and looking for additional contributors. Potential for Growth & Sponsorships/Media Exposure 20 •How do you see the event evolving next year? The Taste of Vail will be celebrating the 30th year in 2020. We will be evolving and the Lamb Tasting will have changes within the event. We will be working to ensure events celebrate the 30th year of the Taste of Vail. There will be special dinners, programs with guests and restaurants that have been in the Taste of Vail. •How will you leverage media exposure and extend the marketing reach next year? •Our media from 2019 plan to work on 2020 coverage and will began with our all event. The media listed will work on stories that will be published throughout the next year. We have two in July and one in September and one possibly in January. The media presence we had this year has grown and hits the demographic we want to see coming to Vail. Sustainability Efforts 21 •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. LaCroix was one of our sponsors. •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. Event Budget 22 * Event producer to attach detailed budget for recap Item $ Total Event Budget: CSE Funds: 45000 Cash Sponsorship (not CSE): 104150 In-kind Sponsorship: 150000 Marketing Budget: 73850 Profit & Loss: 14061 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Media, Operations, Venue Additional Information/Appendix 23 •Provide detailed budget in the Appendix- Attached •Provide final marketing plan in the Appendix- Attached •Provide any additional information or marketing materials you think the CSE would benefit from- Attached in wrap up