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HomeMy WebLinkAbout02. a. GOG19_CSE Event RecapSurveyed Event Recap: Gourmet on Gore Cultural, Recreational & Community Category November 6, 2019 Gourmet on Gore: Aug 30-Sept 1, 2019 3 Labor Day weekend 14th Annual Gourmet on Gore Vail Village Food and Beverage Tasting Festival Highlights •25,000 attendance throughout the weekend •3 beer pouring stations at the open-air tasting event including (4) varietals •9 winemaker stations at the open-air tasting •2 spirit brands offering (3) varietals at the open-air tasting •20 restaurant and sponsor expos •Print: 810,000+ impressions •Digital: 6,000,000+ impressions •PR: 6,100,000+ impressions Gourmet on Gore: Aug 30-Sept 1, 2019 Overall Event Highlights & Successes 4 •Gourmet on Gore extended the social reach with the intention to focus on the mature/sophisticated demographic as well as the young/independent guest. It’s the perfect weekend for second homeowners and locals, and continues to prove to be a top notch girls weekend, Front Range getaway, destination weekend for a group of friends and families, and/or the active foodie from the region. •New for this year, Food Trucks Al Fresco was created to provide a unique experience in town, open to the public so more guests could enjoy kicking off Labor Day weekend in Vail. The thought was to offer a new,hip opportunity in Vail for guests and locals.This surprising experience and fun entertainment was a larger success than event promoters had anticipated. •Following suit to previous years, the event saw huge crowds on Saturday and Sunday within the open-air tasting event and great support for local restaurants. •With extended programming, Gourmet, Let’s Go! returned with a variety of options for the active foodie. The Trail to Table event was this year’s most popular. This program offered an increased value for the cost of the ticket over last year with a higher quality food experience, a unique and intimate beverage tasting seminar, additional partner enhancements and very little barrier to entry. Culinary delights, yoga, biking and multiple paired lunches were impressive. •The 2019 Gourmet on Gore original event artwork provided by Carrie Fell was an amazing addition to the event. Her original artwork was on display at Gib Singleton Gallery and complimentary signed copies of the poster, with a new black/white look, were available to guests of the open-air tasting. The event received positive feedback and event organizers as excited to continue this relationship and unique opportunity. Attendance Estimate 5 •Gourmet on Gore achieved the expected similar attendance numbers to previous years at the open-air tasting event. The attendance at the Friday night Food Trucks Al Fresco actually surpassed expectations. •How would you impact attendance next year? •The marketing mix proved successful with carefully planned social targeting and buys. We plan to start this push sooner for 2020 to increase following and explore more in way of long-lead PR or promotional avenues. •More and more, the event partners want to be savvy, unique and engaging with their social and/or digital following. We will continue to collaborate and lean in for the betterment of the awareness, guest experience and partnership exposure. Visitor Type 6 •Was this the visitor type split you expected? •We continue to see the majority of guests as overnight visitors. •It is good to see the increase for 2019 in the full time resident of Town of Vail or Seasonal resident of Vail Valley. Reason being, we see this group as key influencers and this demographic fits nicely with some specific event partner objectives. This is a strong mix. •What steps would you take to optimize visitor mix for future events? •Grassroots marketing, as a way to increase word of mouth, is a key driver. While it may be very time consuming, it is important to be in front of our community, concierge groups and influencers with the details! •Event producer data-capture and social reach continue to be strategically utilized and optimized to bring new guests. 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? •Sought out strategic, marketable lodging partners •The demographic lends to the increase in vacation home use/timeshare •Extensive toolkits were provided to lodging groups and we continued the reach out through in person visits, calls, direct-dial to the outreach list and multiple concierge email blasts so lodging groups could be strong and savvy with messaging (both content and creative). Overall Visitor Profile 8 •Who was your anticipated target demographic? Did you reach your target demographic? •In comparison to 2018, we saw a rise in the HHI which is relevant to the event partner brands, wine that is poured, quality experience that Gourmet on Gore achieves •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? •We would continue the approach. We stay on top of trends and continue to find relevant touch points to reach our target. High quality brands are a key part of the event, with strong alignment to World-Class Vail. Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? •Gourmet on Gore offers something for everyone. Anything from active foodie focus to high-end wines to the not- to-miss slider. •No cost entry, new schedule inclusions and continuation of a full weekend of events lend to a memorable weekend in Vail for the overnight guest. They will be back! •How would you increase the number of overnight Vail guests coming for the event next year? •Repeat the schedule is first and fore-most. This mix worked. •We will consider additional geo-targeting through social media/strategic planning to be top of mind for a well planned holiday weekend. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Do you think the NPS scores reflect the attendee event experience? •We are pleased to see a 5% increase in NPS since the we didn’t see the number as a strong fit in 2018. Guests love this event, the vibe, the multiple activities and the relaxed feel of the Town of Vail for Labor Day weekend. We hear nothing but praise about the happy Vail guest from the longstanding event partners •What steps would you take to improve the NPS scores for your event next year? •Event awareness is key. We want the guest to know which events are more intimate and which days may be more crowded in town –such as Sunday with multiple flanking events. •We used some new exposure points/media this year which we plan to use again. Collaborative efforts with highly connected influencers proved to be successful. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •What did your event do to encourage spending in Vail? •Lodging deals and a full weekend of action is always part of the event messaging. •Gourmet Let’s GO! continues to embrace what the mountains have to offer! •The Open-Air Tasting concludes each day BEFORE the dinner hour to promote experiencing the local restaurants. •We’ve known since the first year Matsuhisa joined us –the event generates reservations. There was a new restaurant on board this year who also confirmed this strength of marketing that is offered by Gourmet on Gore. Attendance Estimate, ROI Event Strengths & Weaknesses 12 •How did the event exceed expectations? •The crowds for Food Trucks Al Fresco were unexpected but the buzz the event created was amazing.The refreshed, alternative option for the kick off to Gourmet on Gore created an atmosphere where guests acted like locals. With tons of open seating, carefully curated high end food trucks, creative cocktails and unique and memorable live music performance, this event looks to grow in the future. The need for additional trucks, offerings and seating was apparent with some of the lines that formed during the evening. All in all, the success of the event was exciting and offers new possibilities for future years. •The increased targeted marketing approach for this year’s event helped modernize the outreach and captured a different audiences which was felt in the attendance Friday night along with the increase in participation at Gourmet, Let’s Go! Event Strengths & Weaknesses 13 •What are areas for event improvement? •While the event is not necessarily looking to grow in size, the guest experience is the place for growth. After 14 years, Gourmet on Gore commits itself to stay on brand and be true to its core values. The event will continue to differentiate itself from other events in Vail. Event promoters want guests to be able to flow through the space with ease, find pockets of openness with a table and umbrella to enjoy the food, wine and spirits that were purchased. Based on feedback throughout the year, the event has morphed to accommodate the feedback. •This year, the big challenge was a modification to the Gourmet on Gore footprint very close to the event weekend due to construction and space constraints with other events. The event, guests to the event and partners were all affected by the close-in change. A surprising amount of comments were heard and noted from guests and partners that reflected on the event. This is an area that is extremely important to sort out for the future. •The event will continuing the grow within the culinary space to keep fresh and relevant and remain connected to its core. •With Gourmet on Gore celebrating 15 years next year, the opportunities to become creative and reimagined is in the plan. Vail Brand Compatibility 14 •How did the event support the Vail Brand? •Gourmet on Gore continues to offer a high-end, visually appealing event for guests in Vail. Combining clean, crisp looks with the best quality brands and food is part of its DNA. Partnering with relevant sponsors and restaurants, the goal is to create a reason for guests to chose Vail over Labor Day weekend. •Gourmet on Gore’s programming helps guests enjoy being outside in this mountain community whether is be with an active twist or leisurely , soak-it-all-in approach. •Aligning with the concept of the premier mountain community, Gourmet on Gore strives to provide a premier event experience for everyone that attends. Community Contribution 15 •How did the event impact Vail’s sense of community? •The atmosphere at Food Trucks Al Fresco resulted in a perfect mix of locals and guests interacting in a unique way. With the open space and availability to move along East Meadow Drive, the event allowed attendees to enjoy the event as they chose. Whether is was a drink before going to a restaurant or trying a vegan gyoza, people gathered and wanted to hang out in the streets of Vail. •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. Topline Marketing Efforts 16 •Include overview of top 3 successful marketing tactics or executions •Gourmet on Gore was promoted through grassroots, print, digital, social (paid and organic) and PR marketing efforts. Goals to increase social/digital were met and PR also saw an increase. •Print: 810,000+ impressions •Digital: 6,000,000+ impressions •PR: 6,100,000+ impressions •The addition of the unique Friday night event, Food Trucks Al Fresco enhanced the event messaging as intended •The new creative for Gourmet, Let’s GO! & Food Trucks Al Fresco were noticed •Please see additional marketing details in the attached report GOURMET, LET’S GO! presented by Audi FOR THE ACTIVE GOURMET GOURMETONGORE.COM | #GOURMETONGORE GOURMETONGORE.COM | #GOURMETONGORE FRIDAY SATURDAY-SUNDAY Food Trucks Al Fresco 4-9pm LABOR DAY WEEKEND Open Air Tasting 11am-6pm AUG 30-SEPT 1 Artwork: “Foodies Uncorked” BIKE | YOGA | HIKE Gourmet on Gore VAILPresented by Gourmet on GoreVAILPresented by 4 9PM EAST MEADOW DRVAIL VILLAGE OPEN TO THE PUBLIC Gourmetongore.com #gourmetongore F O OD AL FRESCO FF DD AL FRESCOAL FRESCO TONIGHT Gourmet on GoreVAILPresented by FOOD TRUCKS COLORADO Q HARVEST THE SONNENALP CLUB LUCKY MARY’S BAKING CO. MICHAEL ANGELOS WOOD FIRED PIZZA MU DENVER ROLL IT UP SUSHI SIPS AND LIVE TUNES Potential for Growth & Sponsorships/Media Exposure 17 •How do you see the event evolving or growing next year? •Continuing to highlight the local culinary talent, mixed with unique pairings through the lifestyle events, plus “must attend” events like Food Trucks Al Fresco offered the pinnacle mix. We will enhance each pillar to keep unique offerings top of mind. •Work closely with the Town of Vail to determine a solid footprint, well in advance. •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 and more. •Gourmet on Gore will also work to bring previous and new local partners on board, including smaller businesses, and we know high quality beverage partners are key. •How will you leverage media exposure and extend the marketing reach next year? •Continue to creatively seek outlets that expand the event exposure. I.e. Colorado Yoga + Life Magazine was a really relevant reach and helped to tell the story of Gourmet, Let’s GO! •Use marketing tactics that have been successful in the past to reach likely to return guests (the event has a high guest return rate). •Using 2019 as a springboard, we will continue to build social platforms and organic growth to drive interest and show off the dreamy active, foodie, scenic imagery and video that so easily comes from the Event. Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •By continuing to make composting, recycling and trash sorting a priority at the event,Gourmet on Gore ended up with a 75 % diversion rate which was 14% higher than 2018. Over 4,000 pounds of waste did not end up in the landfill through the efforts made at this year’s event. •Water refill stations were utilized throughout the event including Friday night at Food Trucks Al Fresco.Water stations were positioned on East Meadow Drive, Check Point Charlie, and Gore Creek Drive near the Children’s Fountain. Event partner, Audi, provided complimentary water bottles so the event was able to eliminate the need to sell single serve water on site. •The event worked with vendors to insure compostable service ware was used at all food stations throughout the event. •Trash bins lids were made from recycled coroplast signs that were re-engineered into educational tops. •Working with the Town of Vail, hard line/shore power was used for all vendors requiring power for appliances and kitchen equipment. Re-chargable LED lights were used at the Food Trucks Al Fresco event to further reduce the need for power. •Gourmet on Gore uses table covers that are re-usable and avoids disposable/one-time use alternatives. Sustainability Efforts 19 •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. •Anheuser Busch enhanced the green efforts by supplying glassware that came with each beer purchased and reused 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. •How could you improve on sustainability efforts for next year’s event? •Working on a more cost effective solution to the trash/recycle/composting effort will be an area which event promoters will explore for 2020. While Gourmet on Gore looks to continue the sustainability efforts, finding an more economic opportunity is important. •The event will continue to work with event partners, suppliers and vendors at Gourmet on Gore to think eco-friendly from start to finish with recommend changes in ordering, planning, prep and service. •By continuing to message and communicate to consumers that goals of the event/Town of Vail, work to change consumer behavior across the board as it relates to culinary events. Event Budget 20 * Please see detailed budget attached Item $ Total Event Budget $210,060.95 CSE Funds $40,000.00 Cash Sponsorship (separate from CSE) $77,640.00 Other Revenue (Vendor Fees, Merchandise, F&B) $81,503.00 Marketing Budget $14,524.00 Profit & Loss [-$11,397.95] 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 Thank you 22