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Home My WebLink About02. c. Event recapTasteofVailsouthHemWine_ Food19ppEvent Recap: Taste of Vail Fall Wine & Food Classic: Southern Hemisphere Wine November 2, 2019 Taste of Vail Wine & Food Classic, Southern Hemisphere: September 20 & 21, 2019 Office: 970-401-33320 info@tasteofvail.com Town of Vail | CSE | 11/2/19 3 Vail Brand Compatibility 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 85% 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 Learn to dance,hiking, biking and yoga, fly fishing and a cheese seminar 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. Town of Vail | CSE | 11/2/19 3 Event Strengths & Weaknesses Exceeded expectations: • We had our guests arrive and stay at the Saturday tasting. We spread out the tents, to give more space for all. Town of Vail | CSE | 11/2/19 4 Event Strengths & Weaknesses • 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 bike and brunch 2 weeks before the event. • There were brunches throughout town on Saturday: Vintage had brunch, Matsuhisa and Mid Vail all had brunch. Guests made and effort to come to these on Saturday am. • Taste of Vail hired was a 90% 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. Town of Vail | CSE | 11/2/19 5 Event Strengths & Weaknesses 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. • This year we saw growth in all of our events and we will add more lifestyle events and seminars on Friday and Saturday. Town of Vail | CSE | 11/2/19 6 Event Budget Total event budget: see attached • CSE funds: $25,000 • Funding utilization: CSE funds were used for creating a new event. We had PR as the top priority. Town of Vail | CSE | 11/2/19 7 Event Budget In-kind sponsorship: Town of Vail | CSE | 101/2/19 8 Event Budget Cash sponsorship: * Event producer to attach detailed budget for recap Town of Vail | CSE | 11/2/19 9 Estimated Results* Estimated attendance: Total tickets: 702 between all events 85% of people stayed in Vail specifically for event: 23 guests responded to survey 13% of people attended previous years and 87% were new visitors Town of Vail | CSE | 11/2/19 10 Estimated Results* * Based on survey results. Town of Vail | CSE | 11/2/19 11 Survey results for 2019 23 guests did survey Estimated Results* * Based on survey results. Town of Vail | CSE | 11/2/19 12 Estimated Return on Investment (ROI)* * 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 Town of Vail | CSE | 11/2/19 13 Our ROI will be on the survey- we have 701 guests in town for event. 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! This event shows that of the 23 people that filled out survey, they are visiting and staying for 3-5 days. Visitor Intent to Return* 14 Town of Vail | CSE 11/2/19 Satisfaction ratings: Net Promoter Score 27 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 crisp fall breeze and amazing sunny days are an invite that every visitor is estatic about. * Based on survey results form 2019 Topline Marketing Efforts • 55% of our guests were informed about event happenings via numerous e-blasts that were distributed between April 2019 and September 2019. E-communications were distributed to approximately 50,000 people. Town of Vail | CSE | 11/2/19 15 Topline Marketing Efforts Town of Vail | CSE | 11/2/19 16 Topline Marketing Efforts Town of Vail | CSE | 11/2/19 17 Topline Marketing Efforts-2019 Reach Town of Vail | CSE | 11/2/19 • Through the help of a1n7d PR team, or m continued to grow national presence. Topline Marketing Efforts Town of Vail | CSE 11/2/19 18 Topline Marketing Efforts 9News Online: https://www.9news.com/article/entertainment/events/9-things-to-do/9-things-to-do-in-colorado-this-weekend-sept Vail Beaver Creek Mag: https://www.vailmag.com/articles/2019/9/18/vbc-weekend-agenda-sep-20-22 Vail Daily: https://www.vaildaily.com/entertainment/taste-of-vail-pairs-southern-hemisphere-food-and-wine-with-the-vail-lifestyle- this- weekend/ https://www.westword.com/restaurants/best-denver-food-and-drink-things-to-do-from-september-15-to-19-2019-11478497 https://www.westword.com/restaurants/best-denver-food-and-drink-things-to-do-from-september-9-to-13-2019-11471501 https://303magazine.com/2019/09/the-fall-wine-and-food-classic-returns-to-vail-for-the-third-year/ Town of Vail | CSE 11/2/2019 20 Topline Marketing Efforts Town of Vail | CSE 11/2/2019 21 Topline Marketing Efforts Town of Vail | CSE 11/2/2019 22 Community Contribution 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. Town of Vail | CSE | 11/2/19 23 Sustainability Efforts • 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. Town of Vail | CSE | 11/2/19 24 Additional Information Town of Vail | CSE | 11/2/19 25 Budget Attached 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 3rd 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