HomeMy WebLinkAbout23. _20_21 Vail-Beaver Creek Restaurant Week_10-01-2020Events RFP 18/19/20/21: $20.21 Vail-Beaver Creek Restaurant Week
EVENT & APPLICANT OVERVIEW
0. Email contact
denise@vailchamber.org
1. What is the name of your event/program?
$20.21 Vail-Beaver Creek Restaurant Week
2. Please select the event category for your RFP.
Community, Recreation & Cultural (CRC)
3. Is this a new event or program?
No
3a. How much was your event or program funded in 2020?
$17,000
4. Are you a first time submitter for the Town of Vail Commission on Special Events funding program?
No
5. Amount of 2021 funding requested
$20,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
05/21/2021
7. Proposed Event/Program End Date
05/31/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
October 1-10
8. Are your event/program dates set or could they changed?
Event dates are flexible and can be changed
9. Name of person completing the application
Denise Cheng
9a. Title of person completing the application
Project Manager
10. Provide name of person or entity to whom the funding check will be cut.
Vail Chamber and Business Association
11. Mailing Address Street
241 S. Frontage Road #2
12. City
Vail
13. State
Colorado
14. Zip Code
81657
15. Telephone number
9704770075
16. Email address
denise@vailchamber.org
17. Event/program and/or organization website
www.diningataltitude.com
18. Number of years organization has been in business
22
19. Organization's Mission Statement
The mission of the Vail Chamber & Business Association is to responsibly and professionally advocate for economic development
and communication capacity for the Vail merchant community that will foster strong collaborative relationships and revenue
development opportunities for its membership.
20. Organization's Tax Status
Not-for-Profit (501C-6)
21. If applicable, please attach current State Department of Revenue Certificate with this application.
22. Does the event or program benefit a charity or organization?
No
EVENT DESCRIPTION
1. Is this a new or existing event/program in Vail?
Existing
1a. How many years has the event or program been produced in Vail?
7
1b. Please describe the location(s) of the event or program in previous years.
Restaurant in Vail and Beaver Creek
2. Please provide a detailed description of the event/program and its activities.
The event will once again span throughout Vail and Beaver Creek Villages and feature a wide variety of specials all set at $20.21.
To further enhance each guest’s dining experience, each bite will be perfectly paired with spectacular mountain views provided
by Vail and Beaver Creek.
3. Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have
contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary
venues.
Restaurant in Vail and Beaver Creek
4. Do you plan to use Vail Recreation District Facilities?
No
5. If any of the event/program takes place outside of the Town of Vail, please explain where the event will take
place and why.
Beaver Creek funds 50% of this event
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
Use of recyclable materials - banners, paper, etc., Encourage use of bicycles, buses, shuttles, carpools, walking or public transit to
event, None of these
2. Please describe your commitment to environmental sustainability and detail measures that will be taken during
your event to ensure minimal environmental impact and sustainable best practices.
We invite Sustainability Coordinator to reach out to Restaurant managers and will help distribute any materials to them
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
55
2. Number of volunteers needed
0
3. Number of event/program staff
2
4. Estimate of total number of spectators/attendees anticipated
50,000
SCORECARD CRITERIA QUESTIONS
1. Estimate the number of destination guests from within Colorado, with a focus on the Front Range that your
event/program will bring to Vail
20,000
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
5,000
3. Estimate the number of international guests your event/program will bring to Vail
500
4. How will your event/program increase sales tax in Vail?
Increase in Restaurant Dining will increase Vail's Sales tax and Lodging Tax
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
Provide vibrant, diverse economy and community and preserve our surrounding natural environment, providing our citizens and
guests with exceptional dining services.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
Provide a dining experience with beautiful Spring and Fall views
7. CRC - Event Timing: How is it the right event/program at the right time?
Event is timed during off peak season to promote more tourism to enjoy the beautiful views
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
Both locals and visitors will be able to take advantage of the $20.21 specials
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
New dining specials at the restaurant and new creative ads.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
It's typically kick off the first event of the summer and last event in the fall. People will be able to celebrate warmer weather and
beautiful fall views.
11. CRC - Marketing Strength: What is the marketing reach for the event/program? You will be asked more
marketing questions in a future section. (Reach refers to the total number of different people or households
exposed, at least once, to a medium during a given period.)
With the current limited funds, we plan to market both locally and on the front range. With more funds, we could do more online
marketing in Chicago, Dallas, Houston markets,etc.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
We have talked to a number of liquor distributors over the past couple of years and will reach out to them again. We will also
pursue food delivery vendors and lyft/uber.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
This is the 8th year for this annual event. We grew this event by creating a second week in the spring and have added more
restaurants. We also work with Open Table to promote the event and will look for additional partnerships
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
We may promote delivery and take out specials and partner with a vail delivery service.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
We may promote delivery and take out specials and partner with a vail delivery service.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
1,000
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$400,000
Example: Increased spend by attendees in restaurants, shops, lodging or activities.
3. Potential benefits to the Town of Vail - What estimated return on investment (ROI) in dollars should the Town of
Vail expect?
$750,000
ROI in this case refers to for each dollar the event/program is funded, how many dollars will be received by the Town of Vail from event impact.)
Example: Estimated ROI - Formula: # of attendees x total average spending = $ (2000 attendees) x ($240 daily spend ) = $480,000
4. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a
description of how you will track the number of lodging nights generated. REMINDER: Per the CSE funding
agreement, the event producer is REQUIRED to direct attendees to book in Town of Vail hotels and lodges.
We will include lodging specials on the diningataltitude.com website and social media. We also will utilize the market research to
track rooms and attendees.
BUDGET
Using the provided budget template, provide a detailed estimated event/program budget, including anticipated revenues and expenses.
1. Describe how you will use the funds requested from the CSE.
Vail Daily, Online Media Campaigns, Radio, Posters, Flyers, Facebook, Instagram, Bus Ads, Town of Vail Banners
2. Please upload the provided complete event/program budget template here.
2021 RFP Restaurant Week.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
50
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
We will not be able to market to more DMA such as Chicago, Houston, Dallas, etc. We also have already downgraded from full
page Vail Daily ads to half page and quarter page ads. We would like to have larger ads in the Vail Daily.
5. Should the CSE decide not to support this event/program at all, will it still occur?
No
6.What dollar amount of the total event/program revenue do you expect the event itself to generate? (ticket sales,
merchandise, food and alcohol sales, etc.)
0
7. Do you intend to host the event or program in Vail beyond 2021?
Yes
7a. How many years beyond 2021?
4+
7b. Do you anticipate requesting funding from the CSE for 2022?
Yes
MARKETING
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
__VBC RW Budget 2021.xlsx
1. Objectives: What are you trying to accomplish through your marketing efforts?
We would like to market to both locals and guests from the Front Range and multiple DMAs (Chicago, Houston, Dallas, New York,
DC)
2. Strategy: How will you meet your objectives?
Local marketing in the Vail Daily, Radio, online, Westword and posters and online marketing for outside markets.
3. Audience: Who is your audience? (You may choose more than one.)
First time visitors, Returning guests, Primary and Second Homeowners, Local residents
4. Activation: Detail in town/in village activation opportunities to promote your event or program. (Definition of
Activation: Create an expanded presence throughout the community and stimulate the participation of the
merchants, restaurants, bars and lodges.)
Restaurant participation in Vail.
5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than
one.)
Print - Local, Print - Regional, Editorial, Radio, Television, Online Event Listings, E-newsletters, Web, Media Plan/Public Relations,
Grassroots, Facebook, Instagram, Twitter, Posters, Flyers, Event/Program App, Signage – Banners, etc, Co-promotions,
Partnerships, Local Vail Businesses, Concierge Visits
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Denise Cheng
6b. Telephone Number
9704770075
6c. Email Address
info@vailchamber.org
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$20,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$10,000
2. Please list your confirmed sponsors or partners.
Vail Daily, AMT Radio, KZYR
3. Please explain the potential for additional sponsorships or partners.
Title Sponsorship, Delivery sponsor, Lyft/Uber sponsorship, Opentable.com Partnership,
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
PLATINUM SPONSOR PACKAGE_2019.docx
REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL
This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other
requests will be accepted.
Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero
Hero,etc.
1. Do you need facility rental relief?
No
ADDITIONAL INFORMATION
Are there any questions you have for the CSE or other things you'd like to share with the board that are not
included in the application?
REQUIRED ATTACHMENTS
2020 Event Recap
2021.png
Organization rosters naming all officers, board of directors and respective positions as relevant
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
www.vbcrestaurantweek.com
https://www.facebook.com/diningataltitude
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2020 VBCRW Marketing Plan and 2019 Recap.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
RFP QUESTIONS AND KEY MEETING DATES
We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be
scheduled over email as well.
Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com
Friday, August 30: Submitted questions and answers will be emailed to applicants.
Wednesday, October 2: Regular CSE Meeting, Recaps will be presented
Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting.
Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting.
Tuesday, November 5: The Town Council will review the CSE funding allocations.
Wednesday, November 6: Regular CSE Meeting
Thursday, November 7: Applicants will be notified of their preliminary funding allocations.
Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding
decisions.
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Linked Contact
Denise Cheng
Number
2,021
Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
2021 RFP Restaurant Week.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
__VBC RW Budget 2021.xlsx
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
PLATINUM SPONSOR PACKAGE_2019.docx
2020 Event Recap
2021.png
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2020 VBCRW Marketing Plan and 2019 Recap.pdf
Expenses
Event/Program Budget for $20.21 Restaurant Weeks
> Expenses
Estimated Actual
Total Expenses $40,000.00 $0.00
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Rental fees $0.00 Social food + Beverage $0.00
Insurance $0.00 Non-social food + Beverage $0.00
Sound/AV $0.00 <insert Other>$0.00
Construction or Equipment $0.00 <insert Other>$0.00
Trash/Composting $0.00 Total $0.00 $0.00
Utilities $0.00
Labor $0.00 Program/Lodging Estimated Actual
Traffic Control $0.00 Entertainment $0.00
Banners - Printing & Speakers $0.00
Signage $380.00 Travel $0.00
Posters/Check Presenter $500.00 Hotel $0.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
Total $880.00 $0.00 Total $0.00 $0.00
Marketing Estimated Actual Prizes Estimated Actual
Advertising - Radio Local $3,000.00 Prizes $0.00
Advertising - Print Local $8,000.00 Cash Purse $0.00
Advertising - Social Media $12,000.00 Total $0.00 $0.00
Public Relations
Sales Team Expenses
Media TV, Production & Distribution $2,000.00
Graphic Design $3,000.00 dc
Website Design and Maintainence $1,000.00
Collateral Materials
Printing
Bus $2,600.00
Online Advertising $5,000.00 dc
Denver Radio $2,400.00
<insert Other>$0.00
Expenses
<insert Other>$0.00
Total $39,000.00 $0.00
Marketing Estimated Actual
Telephone/Internet $0.00
Photography $0.00
Transportation $0.00
Permit Fees $0.00
Postage/Shipping
In Kind Trades $0.00
Supplies-Office or Other $60.00
Demographic Survey $0.00
Sales Tax $0.00
Software $60.00
<insert Other>$0.00
<insert Other>$0.00
Total $120.00 $0.00
Income
Event/Program Budget for $20.21 Restaurant Weeks
> Income
Estimated Actual
Total Income $40,000.00 $0.00
Tickets/Admissions
Estimated Actual Estimated Actual
0 Adults @ $5.00 $0.00
0 Children @ $2.00 $0.00
0 Other @ $1.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Programs/Advertising
Estimated Actual Estimated Actual
0 Covers @ $0.00 $0.00
0 Half-pages @ $0.00 $0.00
0 Quarter-pages @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Exhibitors/vendors
Estimated Actual Estimated Actual
0 Large booths @ $0.00 $0.00
0 Med. booths @ $0.00 $0.00
Small booths @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
<Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Revenue from other items
Estimated Actual Estimated Actual
Cash Sponsorships @ $0.00 $0.00
0 In Kind Sponsorships @ $0.00 $0.00
0 Donations @ $0.00 $0.00
Income
0 CSE Funding @ $0.00 $20,000.00
0 Grants @ $0.00 $0.00
0 Beaver Creek Resort Company $0.00 $20,000.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$40,000.00 $0.00
Summary
Event/Program Budget for $20.21 Restaurant Weeks
> Profit - Loss Summary
Estimated ActualTotal income $40,000.00 $0.00Total expenses $40,000.00 $0.00Total profit (or loss)$0.00 $0.00
Estimated Actual0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Total income
Total expenses
2021
2021 VBC Restaurant Week Budget
Spring Fall
Event Income
COMMUNITY SUPPORT
CSE $20K $10,000.00 $10,000.00
BCRC/BC Marketing $10,000.00 $10,000.00
Participation Fee from Restaurants $1,000.00 $1,000.00
Sponsorship (50% to Alison/Denise and 50% to VCBA)
TOTAL INCOME $21,000.00 $21,000.00 $42,000.00
Event Expenses
Brand and Print Creative Development
Advertising Agency Fees $300.00 $300.00
$0.00 Ads (Graphic Design Production) DC $1,500.00 $1,500.00 40 hours @ $35 $1,400.00
Total:
Collateral Production
Posters 500+25 $300.00 $300.00
Flyers 1000 $100.00 $100.00
Total:
Website
Design $300.00 $300.00
4 url dububg $18.00 $18.00
Total:
Media Buys
Front Range
Emico Digital - 5280 (HTML eblasts)$9,000.00 $6,300.00
Emico Digital - Westword (Eblast + Reskins)
TV8 or digital geofencing $1,000.00 $1,000.00
Sonnenalp has had VV the week of 9/23-9/30 for theiRound abouts and Banner Placement $190.00
Summer Bus + Production $1,256.19 $1,256.19 $2,512.37 337.37 for printining
Paper - Vail Daily $3,000.00 $3,500.00
Blogger - digital everything Vail Valley $500.00 $500.00
Radio - Local (KZYR,KSKE,KYSL)$1,200.00 $1,200.00
2021
Total:
Administrative Cost
VCBA Marketing hours $3,000.00 $3,000.00 126 $190.48
Adobe Software $200.00 $200.00
Miscellaneous Costs (Mileage, Postage, Parking, IT/Lac $300.00 $300.00
Total:
TOTAL DIRECT EXPENSES:$21,974.19 $19,964.19 $41,938.37
-$974.18 $1,035.82
budget budget
Ruthie is the go to for the vpac program. GRFA doesn’t have one but they could reach out to me for Vail Dance Festival or Carly West at Bravo (cwest@bravovail.org)
VAIL - BEAVER CREEK RESTAURANT WEEK
Seeking Title Sponsor for 2 events!!!
www.DiningAtAltitude.com
Overall branding of Vail and Beaver Creek as a premier international
mountain resort community and diverse dining destination, offering
a variety of delicious culinary options for visiting and local guests
alike. In addition, the overall messaging emphasized the Vail Valley
as a destination for enjoying spectacular, natural views of Vail in the
fall while indulging in family and wellness activities such as biking,
hiking and relaxing.
Participants: 45+ world class restaurant participants throughout
Vail and Beaver Creek as well as multiple lodging participants.
Sales/Guest Count: Throughout the 7-11 day event, 43% of visitors
reported Restaurant Week as their main reason for visiting the Vail Valley.
Dates: Both May 24-31, 2020 Memorial Week and October 1-11, 2020 Fall
Guest Demographic: 26-29% from the Vail Valley, 26% from Outside of Colorado, 33.7% from the
Front Range, 8% unknown
Top Line Marketing Efforts: Web: www.diningataltitude.com, Facebook, Twitter & Instagram. Digital:
5280, Westword, Facebook, VVF E-Blast, VVP E-Blast, VCBA Blast. Additional coverage: Vail, Beaver
Creek, and VAILCHAMBER websites, Radio, Bus Ads & Good Morning Vail spots through RW .
Distributed Collateral: Check Presenter and 11" x 17" Event Posters
Web Traffic: Average time on website 3.03 minutes. Top references: vail.com, beavercreek.com,
vaildaily.com, Facebook 4.66 Average pages per visit.
PLATINUM SPONSOR PACKAGE
● Company Displays in both villages with an interactive zone
● $1,000 of Gift Certificates -- $100 Gift Certificates for 10
Restaurants
● Friends and Family Rate for Lodging during Restaurant
Week
● Opportunity to headline and host VIP or official kick-off
event
● Marketing exposure to Vail and Beaver Creek target market
audience including out of state visitors, front range and area
homeowner as supported and defined by Town of Vail, Vail
Resorts and Beaver Creek
● Logo recognition on all print, branded event collateral
including but not limited to post cards, check presenters and 11" by
17" posters distributed to all participating restaurants and lodges in
addition to visitor information hubs.
● Logo recognition in all event branded print advertisements
and radio.
● Company recognition in all marketing emails and e-blasts sent by Vail Beaver Creek
Restaurant Week promotions.
● Company name included in all press releases distributed to media outlets and Vail Valley
community. Social media mentions and featured posts.
● Logo link to company's web site from DiningatAltitude.com which is linked directly to vail.com,
beavercreek.com, visitvailvalley.com and many more. Also solo article featuring contributor on
event website.
● Opportunity for product placement in both Vail and Beaver Creek Villages, along with ability to
directly distribute information and product to local Vail Valley restaurant and lodging
community.
● Opportunity to feature product and company in social media contests and other contests
● Discounted area lodging, dining and parking
● VIP reservation concierge service to all Restaurant Week participant locations taking
reservations.
PLATINUM SPONSOR $10,000
Attachment: 2021.png
2020 Marketing Plan and Budget
Execution Dates:
●Run ads in print, online, radio, tv
●4 weeks prior event with an increase in exposure significantly the last 2 weeks
Expand Marketing Plan for 2020
●:30 TV8 Spots/Weather Sponsorship
●Produce a :30 spot Production for Online Content, Cable and Digital Vail Resorts Medium
●Denver Digital Radio
2020 Print
●Vail Daily, Summit Daily
●Vail Weekly - Everything Vail Valley
2020 Radio
●Radio Spots and Interviews on KZYR, Ski Country and Lift in
Eagle County and Denver Digital Markets
2020 TV
●TV 8 interviews
●Video from Town of Vail posted on Social Media
2020 Online Display Ads
●Facebook
●Instagram
●Twitter
●Variety of Digital Media
●VAIL App
●Open Table Newsletter
●Westword Email Newsletter and Home Page
●Vail Daily Newsletters and Display in Aspen and Summit
2019 Signage and Collateral
●11 x 18 Posters
●In town Village and Lionshead Banners
●Vail Bus Signage April - October
●Check Presenters
PR and Cross Promotion
●Open Table Partnership eblast
●Facebook and Instagram Post
●Press releases
2019 Highlight Overview
•First Ever Spring Restaurant Week over Memorial Weekend for this 8 day event
•Overall participation efforts increased and exceeded expectations again for the 7th year. 37 Participants in the
Spring and 49 in the Fall compared to 45 last year
• Participating restaurants and lodges returned to offer specials of either equal or greater value in comparison to
2019, with a handful of participants completely adjusting their menu to offer all main courses at $20.19.
• Event set to drive added value and reason for guests to come to Vail in shoulder seasons in May/June and
Sep/Oct and extend the season; we are thrilled to see increasing engagement on our website traffic from the Front
Range.
• With local help and support of our participants and hosting communities, the return of Restaurant Week this year
has generated a buzz about our great Vail Dining Scene that continues to increase year after year.
• We have received numerous out of state calls and facebook messages inquiring about Restaurant Week
recommendations this year.
From: Diane W. Scheremet Date: Wed, Jul 10, 2019 at 11:14 AM Subject: Re: Fall Restaurant Week
Thank you! I will keep checking back. We HAVE booked it! We love to be in your neck of the woods in the fall and have learned the best time to
be there - just so restaurant week is involved. :)
2020 Challenges
●Vail Daily and TV8 media rates have increased and had to decrease # ads, interviews and ad sizes
●Decrease online media budget to test Denver radio in the Fall
●Will need to increase spending in the Spring to build more awareness and use 60% Marketing Budget
●Spring 2019 Restaurants decreased because many restaurants were closed in May and did not participate
Highlights: Top areas visiting diningataltitude.com
Topline 2019 Marketing Efforts
• Print: Vail Daily, Vail Weekly and Summit Daily, Aspen Daily
• Additional coverage: Vail.com, Beaver Creek, VVF and VVP websites, increased coverage among participant
websites and social media pages, local blogs, Vail/Beaver Creek Magazine and the Vail Weekly
• 3 Town Banners in Vail Village, Lionshead and Beaver Creek
• Digital: 5280, Westword, Denver Online Display, Facebook, Twitter, Instagram, Everythingvail.com, Colorado.com,
Vail.com, VVP
• Posters and Check Presenters through Vail Valley
• Pre-Event Press: Colorado.com; TV8, Everything
Vail Valley, Vail Daily
• Website: diningataltitude.com 23% increase on
page views
• Facebook, instagram, twitter posts
• OpenTable.com Newsletter And reservation
page
• Westword Newsletter to 41,203 subscribers and
Home Page Re-Skin
New Media Buys in 2019
●Town of Vail Bus ads all summer starting April to October
●Vail Daily Online Newsletters and Digital Ads to 104,974 Impressions
●Radio Spots and Interviews on KZYR, Ski Country and Lift in Eagle County and Denver Digital Markets (Fall)
Spring # Spots
Ski Country 74
The Lift FM 74
KZYR 33
KKVM 33
TOTAL 214
Online Marketing Plan
SPRING MEDIA %
Digital Display 30%
Social (Facebook, Instagram, etc) 48%
Westword E-Blasts/Reskin 20%
Flashtalking Fee’s 2%
TOTAL 100%
ONLINE MARKET IMP DELIVERED CLICKS *CTR
Denver/Colorado Springs DMA 99,651 81 0.08%
In Market 43,183 45 0.10%
Total 142,834 126 0.09%
Facebook
Westword Home Page Takeover
•Reskin Date: 5/22
•Impressions Achieved: 5,668
Exclusive Email:
40,000 Subscribers
Date of E-Blasts: 5/3 and 5/13
•Total sent: 41,203
•Total opened: 4,898
•Open Rate: 11.89%
Open
Table •
Open
Table
Partnership who will send an eblast to all their
Denver market subscribers
Anticipated Return on Investment (ROI)*
Direct Return:
• Sales Tax: From lodging and restaurant spend
Indirect Return:
• Shopping: With additional guests driven to Vail and Beaver Creek during a traditionally slower time, we believe the
event drives indirect incremental dollars due to increased retail spending by event attendees. No reporting gathered
on retail numbers but the event has continued to be well received by Vail retailers.
• Other Activities: Event marketing efforts repeatedly included the message of Vail/BC as a fall destination for a
multitude of reasons beyond the great dining offers, encouraging guests to participate in Vail fall activities. However,
actual booking of other activities was not tracked.
• Future Bookings: Our marketing efforts have continued to promote Vail as a fall and culinary destination, with
hopes of not only driving guests to attend the event but also create future bookings.
Community Contribution
• Impact on Vail’s sense of community: We truly feel this event brings the Vail/BC restaurant community together
and promotes restaurants to encourage dining at not only their establishment but others as well. As you may have
noticed, it also encouraged a full town-wide event that wasn’t focused in one area. We have participants in Vail
Village, Lionshead and West Vail. Also the $20.19/$2.19 price point or 20.19% discount allows all restaurants to
participate regardless of cuisine or size of their location.
• This event was only possible due to an incredible joint community effort spreading across the entire Vail Valley.
• Furthermore, by pairing with Beaver Creek Resort Company we feel it shows combined events can be impactful
and such partnerships add value and do not detract from one or the other.
• Bringing Vail Valley locals from Vail to Eagle in to the Village to enjoy all that Vail has to offer. Locals will be able to
offer recommendations to guests and enhance customer service and provide recommendations to our guest.
Vail/BC Brand Compatibility
“Premier International Mountain Resort Community”
Standard of excellence met by:
• Branding: High quality logo and collateral piece design with consistent messaging and look, fitting to the Vail
Brand.
• Website: high level design, unique functionality, high quality, eye catching images, emphasis on provision of a user
friendly platform with relevant content and focus on yearly updates to maintain top level functionality and
appearance.
• Event message and production: Representing Vail as a world class, diverse dining destination, offering a variety of
delicious culinary options for visiting and local guests alike.
• Wide range of participants showcased the variety of talent and diversity of cuisine throughout the Valley.
• Overall messaging highlighting the fall backdrop emphasized Vail as a destination for enjoying the spectacular
natural setting of Vail in the fall including wellness activities such as biking and hiking.
• Truly combined effort fitting to Vail’s brand of maintaining a sense of community and working together to represent
Vail at it’s best.
• Followed CSE, TOV and Vail Resort brand requirements (ex. boilerplate, approval process, marketing checklist,
communications plan) to assure all important points and criteria were met.
• TOV Vail App incorporations
Contacts: Denise Cheng
First Name:
Denise
Last Name:
Cheng
Linked User Form
info@vailchamber.org
2019 CSE Reviews: 20632796
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20632797 No
20632798 No
20632799 No
20632789 No
20632790 No
20632791 No
20632792 No
20632793 No
20632794 No
20632795 No
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Linked Events 2019
$20.21 Vail-Beaver Creek Restaurant Week
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sbiszantz@gmail.com
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Linked Events 2019
$20.21 Vail-Beaver Creek Restaurant Week
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mvlaar@vailgov.com
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$20.21 Vail-Beaver Creek Restaurant Week
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mmiano@vailgov.com
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$20.21 Vail-Beaver Creek Restaurant Week
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esaeger@vailgov.com
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