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Home My WebLink About08. CRC 2019 VCBC_082819 (1)Event Recap: Vail Craft Beer Classic Cultural, Recreational & Community Category September 4th, 2019 Vail Craft Beer Classic: June 21-23,2019 Ryan Slater Phone: 520.370.8014 Ryan@TPPEvents.com 2 Overall Event Highlights & Successes 3 • Over 1000+ total attendees over 3 days • 40+ breweries with 100’s of unique styles to try • 90% of breweries were Colorado owned • 13% Increase in revenue from previous year . 14% Increase in sponsorship from previous year . 3 New lodging partners • 1 crazy snowstorm during the summer solstice and a lot of fun. Estimated Attendance Results 4 •Estimated attendance: • 1400 guests throughout the weekend •Similar attendance numbers compared to 2018. The weather hurt day of sales by a large margin • 50% of patrons visited Vail to attend the Vail Craft beer Classic • 80% of patrons stayed in Vail during the event • 30% of patrons stayed with our lodging partners Estimated Attendee Profile Results 5 • 50% of visitors traveled from the Denver Metro Area • 28% traveled from outside of the state. • Patrons from outside of Colorado visited from: Texas • Illinois • Florida • Nevada • New York Georgia • Ohio • Missouri • Arkansas • Zurich, CH North Carolina • British Columbia, CA • Wyoming Louisiana • Minnesota • Arizona • Pennsylvania Virginia • Iowa • Oklahoma • Washington D.C. Michigan • Indiana • Washington • AND MORE! Estimated Spending Results 6 •Estimated average spending per person: •Dining: $28 •Shopping: $20 •Lodging: $20 •Other Activities: $21 •Total average spending per person: $89 •Town of Vail spending the event/program generated: $124,600 NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? The NPS Calculation Calculate your NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Event Strengths & Weaknesses 8 •How did the event exceed expectations? . Brought in a lot of new and exciting sponsors . We were able to partner with a lot more local lodging partners . Increased the number of Colorado breweries. Post event surveys showed that brewers loved the event. . The event was able to continue even though weather was not ideal . Adjusting the footprint lead to a better patron experience •What are areas for event improvement? . Continue to grow the amount of breweries involved . New theme to draw in more patrons . Engage more local businesses to be involved •How did this year’s event compare to last year? . Although the weather was less than ideal, we were able to grow profits and have a successful event Vail Brand Compatibility The Premier International Mountain Resort Community 9 •How did the event /program support the Vail Brand? . Our goal is to create a beer festival like none other in Colorado. We showcase Vail Mountain with the Friday Sip of the Summit by taking guests up the Gondola and give them a unique beer drinking experience as they stroll through town with Saturday’s Toast of Vail event. . We continue to work with the Vail Valley Mountain Trails Alliance to help bring awareness to what they do throughout Vail Valley . Partner with local restaurants to highlight the best cuisine in the Valley , Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 •How did the event impact Vail’s sense of community? .By partnering with the VVMTA, we were able to bring in local volunteers to help make the event a success and give back to local charities . We continue to work with local restaurants on seminars to pair beer and food. Restaurants we partnered with include Vail Chophouse and Hotel Talissa . Vail Brewing Company collaborated with Bonfire Brewing to create a beer specifically for the event Topline Marketing Efforts 11 •What are the top 3 successful marketing tactics, executions or results from your event/program? . Partnered with Vail Daily to promote the event leading to increase in impressions and driving more ticket sales . Total Media Value: $207,000 . Total Impressions: 71,000,000 . 928,000 of those impressions from influencer posts and giveaways . Increase impressions by 45% from 2018 . Ran print ads in Vail Daily, 303 Magazine, and Summit Daily . Partnered with OpenSnow to promote event •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? . With so much competition in the beer world (there were 3 other beer festivals that weekend in the front range alone), we want to try and differentiate ourselves from other beer festivals. Whether this is adding a competition element, finding a niche trend to follow, or revamping the model, we have to stay up to date and fresh. We have found that the two headlining events do well with the other, smaller addons, not being as popular as we see with our wine events. The goal would be to partner with more local Vail businesses and attractions to round out the weekend. It is such a beautiful location for a beer event that we want to make sure we utilize everything that is available to us to keep building attendance numbers. •What sponsors do you plan to target next year? . We had a well rounded mix of sponsors for 2019 and want to continue to see growth in that area. We are already reaching out to sponsors for 2020. The focus would be on more experiential sponsors that align with the Vail brand. We want to continue to work with our local sponsors and grow that aspect of the event. •How will you leverage media exposure and extend the marketing reach next year? . We had a lot of success partnering with Vail Daily and hope to continue that relationship. Influencers played a big role in ticket sales and we want to continue working with various people to get the word out regarding the event. We are hoping to get national beer publications on board for 2020 Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? . We worked with Walking Mountain Science Center to help sort trash and compost . Reusable signage and banners . Promote Public Transit •What waste reduction methods were used during your event/program? . Reusable tasting mugs for the patrons . Recommend breweries bring kegs to limit waste . Food vendors only used compostable plates and serveware •How could you improve on sustainability efforts for next year’s event? . Continue to limit the amount of waste breweries and sponsors bring to 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. z Event Budget 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget: CSE Funds:50,000 Cash Sponsorship (not CSE):58,100 In-kind Sponsorship:100,000 Marketing Budget:26,256 Profit & Loss:66,355 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, hotel rooms for brewers, Venue rentals Additional Information/Appendix 15 APPENDIX: Budget Additional Information/Appendix 16 APPENDIX: Marketing