Loading...
HomeMy WebLinkAbout02. d. VFM Wrapup 2019vssurveyreducedVail Farmers’ Market & Art Show Vail Farmers’ Market Wrap up 2019 Vail Farmers’ Market and Art Show: June 16th - October 6th, 2019 Sundays 10 AM- 3:30 PM Event Producer & Meadow Drive Partnership: Angela Mueller, Director Office: 970-401-3320 vailfarmersmarket@gmail.com Standard of excellence met by: • The Vail Farmers’ Market and Art Show brings the active outdoor enthusiast into town to explore the streets of Vail. The market has created a sense of community where locals can have lunch and purchase their produce and crafts and tourists come and enjoy the outdoors while they shop in Vail. • We offered activities for the culinary, active outdoor enthusiast to enjoy. The 2019 survey has found that hiking, mountain biking, road biking and travel are all reasons the guests came to Vail. • The Vail Market makes Sundays the busiest day in town for many businesses. Event strengths Brings in over 218,00 guests (via Intercept Survey 458 guests surveyed) into Vail for the summer. This would not happen if there was not a Farmers' Market. We see families come into town each and every Sunday, the visiting tourists stay an extra day in Vail, and the Coloradans come to visit for an active day in the mountains. The event markets Vail: The Vail Farmers’ Market and Art Show Increased business for the town of Vail from June 16th to October 6th, 2019. The Farmers' Market added value to the guest experience in Vail. The Vail Farmers’ Market and Art Show gave visiting tourists a reason to stay in Vail instead of traveling to another town for entertainment. Our net promoter score NP was 93 . The average number of nights stayed by those staying paid lodging within Vail was 4.8 nights. The Vail Farmers’ Market and Art Show produced approximately 10,972 room nights. The estimated gross revenue generation was approximately $14 million. Each year we have seen this grow. Colorado visitors have a reason to come back another weekend after visiting. The survey has found that 86% of the guests surveyed plan to return. The Vail Farmers Market increased participation in all summer events. We enhanced our Market by showing how buying local truly works. Our ads encouraged folks to come to Vail to discover that Vail is like nothing on earth. We provide hotels with information about all our events. We saw room stays grow in 2018 and continue to stay strong in 2019. Guests stay approximately 4.8 room nights. Event Strengths & Weaknesses Events Strengths and Weaknesses We have created a venue where the locals are able to come and purchase their produce and specialty items and the tourists can come and enjoy the day with the entertainment and shopping. We saw this each Sunday; locals coming back and the visitors staying all day. The restaurants and shops all say Sunday is their best day and it keeps growing. We have a jurying process and all vendors that are not Vail businesses need to be selling Colorado made items. The advertising that we have received from 5280, Vail Daily and social media has put our market out there for all of Colorado to see. Social Media has created a huge following for us and the time we spend to give them information to continue coming has been well spent! We listened to what our survey has told us and the market will be adding and changing vendors for 2020. The change is about 20% each year. This year has been an off the charts success. We see this event grow every year and at this point we will make sure the authentic Colorado made quality is enhanced for everyone, including Town of Vail business booths. Event Strengths & Weaknesses • Total event budget: 2019 attached • CSE funds received for 2019: $35,000 • Profit and loss: attached • Funding utilization: The CSE funds were used for both growing and changing the event. We look for ways to have a new interest at the market each year. We will use our sponsors to have chef demos throughout the summer and we also work with our farm to table series to have recipes for items made at the event. • In-kind sponsorship: The Vail Farmers’ Market & Art Show has in kind sponsorship from the town for garbage pickup, The Town of Vail with help for keeping our composting program going. We also have an in kind sponsorship with the Vail Daily. • Cash sponsorship: We had sponsorship from Food Network, Slifer Smith & Frampton, Tahoe Kitchen, GMC, The Sebastian and the Town of Vail Event Budget Estimated attendance: • The Vail Farmers’ Market and Art show estimates that there were 220,000 people in Vail for the market over Summer 2019. The gross revenue generated by these guests is $14,000,000. We found that 86% are very or extremely likely to return in the future. 80% of the attendees had been to the market in the past. 20% were first year attendees. On average the respondents attended 4 Vail Farmers’ Markets in 2019. *Based on survey results 2019 Estimated Results* Attendance Numbers Out of State: 33% international): Local: 45% In State (non local): 22% International: 1% • Average age and income bracket of attendees: 70% were between the ages of 25-64. The weighted average age from survey was 52 years The average of children less than 18: 8.5 years We found that 54% were male and 51% were female. 22% came with dog The income bracket: 78% of attendees had an income level of $100,000 -$500,000 plus 9% were at the $55,000-99,999 income level *Based on survey results from 2019. Estimated Results* Demographic Profile • Attendees came from (local, regional, out of state, *Based on survey results 2019 Estimated Results* Event Attendee Estimated Spending • Lodging for 2019: $2,713,337 was spent in lodging during the Vail Farmers’ Market. 82% attendees stayed in Town of Vail: 2019 was 22% of attendees stayed in paid lodging, • Average amount spent on lodging/day: The average amount of room nights generated in Vail was 4.8 nights. The average cost for a room was $247 per night. • Estimated room nights booked due to event association: 10,972 nights • • Dining: $3,894,371, revenue dollars were spent on dining in Vail • Shopping: $4,512,357 revenue dollars are estimated to have been spent in retail stores and vendors at market • Other Activities: $1,504,337 was estimated to have been spent on other activities in Vail. Additional Town of Vail spending event generated: • Ratio of increased revenue to amount of funding received: The estimated revenue of $14,000,000 and the CSE funded the VFM 35,000 for the Market. That is 0.0025% of the CSE funded money. The Vail Farmers’ Market and Art Show generated $14,000,000 million dollars Sales tax we generated for the 16 Sundays is an estimated: $560,000 from the visitors in town. Additional sales tax revenue generated by event accrued to the Town of Vail. The Vail Farmers’ Market has 145 tent spaces vendors each Sunday that bring in sales tax dollars of the summer. for 17 Sundays * Based on survey results. ** Town of Vail sales tax = 4%. Lodging tax = 5% Estimated Return on Investment Satisfaction ratings: • Net Promoter Score is 93 • 86% of visitors are “very” or “extremely likely” to return in the future • Overall Satisfaction- 4.9 (using a scale of 1 to 5, where 1=Not at all satisfied and 5= Extremely satisfied) (4.6 last year) • 68% of the attendees came to Vail, CO specifically for the Market. *Based on survey results. Visitor Intent 25 Stories Placed in Colorado Media Total Impressions: 9,585,225 Total Ad Value Equivalency: $89,475.00 Topline Marketing Efforts Topline Marketing Efforts Topline Marketing rt Topline Marketing Efforts Total Vail Farmers’ Market & Art Show and Farm to Table Dinner Coverage 25 Stories Placed in Colorado Media Total Impressions: 9,585,225 Press announcements for Farm to Table Dinner Series & Farmers’ Market Opening went out to Front Range Media Developed customized pitches to local and Front Range Media around Dinner Series and Farmers’ Market Pitched national media for ‘Best of Farmers’ Markets’ for 2019 Hosted select media to Farm to Table Dinners including: Vail Daily MTN Town Magazine Vail Valley Magazine Denver Life Dining Out Denver & Boulder Topline Marketing Efforts Topline Marketing Efforts PR https://www.9news.com/article/life/events/9-things-to- do/9things-to-do-in-colorado-this-weekend- september-21-23/73-585772757 https://kdvr.com/2018/07/06/vail-farmers-market/ Topline Marketing Efforts The Farmers' Market advertises and promotes our farmers and Colorado made artisans. The Farm to Table Series addition to the market gave us more opportunities to market this event. We also sent out press releases to concierges, newspapers, radio, and more to gain the free word of mouth and media exposure. Social media was used to get vendors information, recipes, and information about Vail out to readerships. The Market had private eblasts from condos and real estate companies help promote the market by mentioning it in the summer activities for their guests. The marketing of not only the Farmers' Market, but also the Farm to Table Series, shows the strength of the event. We want to get people into Vail to not only be entertained by the market, but by the stores, restaurants, events, world renowned music and activities available in Vail. The marketing has given us a place in Colorado. We have found that many of our visitors are from Summit County, Aspen, The Denver area and the Western Slope. The marketing we have created has made the Vail Farmers’ Market and Art Show recognized throughout Colorado. We are seeing this event become known throughout the US. We are getting more interest from visitors that are coming to Vail. Topline Marketing The Vail Farmers’ Market and Art Show was started seventeen years ago to provide a sense of community for the town of Vail. Each year the market has grown. We have created a true community for Vail. The locals and the visitors, both in state and out, all come to the Market and leave with the majority of them happy and excited to come back to Vail. We are bringing people in from all over Colorado and Nationally. The market is showing the visitors that have come that we have a true Colorado experience outside their hotel room. Community Contribution • We are 100% compostable event (with exception of water bottles). The vendors are fined if they have products that are not compostable. • We have started a program with Eagle County Water and Sanitation District to refill water bottles at the Vail Farmers’ Market and Art Show. We will continue this, along with having water bottles for sale at the event. We would still like for the Town and events to be looking at a water filling station that will work 365 days a year for the Town. • We had the compostable stations around the market all days of the market. This was maintained by the Walking Mountains. It was a huge success and the only way the market could do this is through the town subsidy. We thank you for this. • Our guests used the extra summer bike racks around the market this year and this seemed to keep many riders from riding through town. It also promotes the use of bicycles. Sustainability Efforts Green Measures Additional Information Additional Information Profit & Loss and 2019 Budget are attached