HomeMy WebLinkAbout02. b. VFMWrap up 2020-2Wrap up 2020
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Vail Farmers’ Market and Art Show
Sundays, June 21st - October 4th, 2020
Registration is available on the website at
www.vailfarmersmarket.com
9:30-10:00 AM - Entry for At Risk Guests
10 AM- 3:00 PM - Ticket times every 10 minutes
Reservations allowed us to keep numbers within COVID guidelines.
Event Producer: Ren Event Productions & Meadow Drive Partnership
Angela Mueller, Director
Office: 970-401-3320
vailfarmersmarket@gmail.com 2
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 continued to create a sense of community where locals can get their
lunch to enjoy in one of the parks in Vail and purchase their produce and crafts and
tourists come and enjoy the outdoors while they shop in Vail.
We worked on having a virtual market where guests who could not participate in person
could order items and have them shipped or reserve curbside pickup.
The Vail Market makes Sundays, even during COVID, the busiest day in town for many
businesses.
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Event Strengths
We brought in 5,500 people each Sunday this summer. This was based on Ticket Sales and our
counters that we had at each entrance.
The Vail Farmers’ Market and Art Show increased business for the Town of Vail from
June 23rd to October 4th, 2020.
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. There were very few events
occurring anywhere this year. We saw guests staying in town to be outside and shop.
Our net promoter score NP was 95 in 2019. 2020 promoter score still pending.
The Market brought in revenue to Vail. We saw the guests visiting buying and we saw them
visiting shops and restaurants every Sunday.
Each year we have seen this grow. Colorado visitors have a reason to come back
another weekend after visiting.
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Event Strengths & Weaknesses
The Vail Farmers Market increased visitors to Vail during this COVID year. We ensured we followed
safety protocols and our space and structure allowed guests to shop for the first time for many since
COVID hit.
We enhanced our Market by showing how buying local truly works. Our virtual market allows guests
to buy their items for pickup or to be shipped to them, and we still collected sales tax on these items.
We see this making the Market an event 365 days a year. We will be able to introduce our new
vendors and keep our vendors going year round.
Our ads encourage folks to come to Vail to discover that Vail is like nothing on earth. We provide
hotels with information about all our events.
We required all our vendors to wear masks and asked anyone that came through the market to have a
mask on. We had 96% of the guests wearing masks while they were within the market.
A weakness we found was the disconnect regarding COVID-19 safety and public health. My staff has
done a tremendous job of thanking everyone for wearing a mask while at the market.
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Event Strengths & 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 outdoor shopping.
We saw locals returning every Sunday and many new visitors. The restaurants and shops say Sunday is
their best day and this continued even through COVID. All vendors that are not Vail businesses need
to be selling Colorado made items.
The advertising that we have received from Vail Daily and social media has increased awareness about
our Market and allowed us to let guests know we have different ways to shop (virtual or live). Most
understood they were encouraged to reserve a time-slot to come to the market.
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Visitor Intent
Satisfaction ratings:
●Net Promoter Score is 95 in 2019 - TBD for 2020
●TBD of visitors are “very” or “extremely likely” to return in the future.
●Overall Satisfaction- TBD
●TBD of the attendees came to Vail, CO specifically for the Market.
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Event Budget 2020
Total event budget: 2019 attached
• CSE funds received for 2019: $45,000
• Profit and loss: attached
• Funding utilization:
The CSE funds were used for adapting the event to manage COVID-19. We had to have our vendors
6-10 feet apart. This, with utilizing the same space as we have in the past, our vendor numbers
dropped from 158 to 60.
• In-kind sponsorship: The Vail Farmers’ Market & Art Show has in kind sponsorship from the town for
garbage pickup. The Town of Vail has helped keep our composting program going. We also have an in
kind sponsorship with the Vail Daily.
• Cash sponsorship: Our sponsorship was with the Town of Vail and GMC and Tahoe Kitchen this year.
We had plans for Food Network, La Croix, Slifer Smith and Frampton and Liv Sotheby’s, but these were
canceled due to the pandemic.
• We had to hire up to 15 staff for each market. This cost was covered by the CSE funding. We thank
you for this support.
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Estimated
Results
Demographic Profile
Attendees came from (local, regional, out of state,
International):
Local: 37%
In State (non local): 29%
Out of State: 15%
International: 2%
We will send updated wrap up after the Market ends.
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Sustainability Efforts
We are 100% compostable and recyclable event. The vendors are fined if they have products that are
not compostable.
This year we had times that the vendors were unable to get 100% compostable products due to
COVID. They all understand as long as they can get compostable, they will use it.
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. Thank you.
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Topline Marketing Efforts
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Topline Marketing Efforts
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Thank You!
We want to thank The Town of Vail for being a part of this event as it has
evolved and grown each year. We look forward to many more years. We
cannot do this without the support of our sponsors.
2021
●Market is June 20th - October 3, 2021: Sundays from 10 am - 3:00 pm
●We will be looking at providing chef demos for 5 of the Sundays of the
market.
●We will be purchasing wagons to help guests with their produce and
purchases get back to their vehicle. We would love for this to be a part
of the sponsorship with the Town of Vail.
Please feel free to call us regarding any questions.
970-401-3320
vailfarmersmarket@gmail.com
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