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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. --->The "Save Draft" button below allows you to save your application and come back to work on it again. --->The "Save" button is for when your application is complete and ready to submit. ---> Your application has not been formally submitted until you navigate to the Menu page and click "Submit Request". You will receive a confirmation email once your application has been submitted.<--- 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 Name Attachments 20632796 No 20632797 No 20632798 No 20632799 No 20632789 No 20632790 No 20632791 No 20632792 No 20632793 No 20632794 No 20632795 No What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form sbiszantz@gmail.com Tag type:dynamic 2019 CSE Reviews: 20632797 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form mvlaar@vailgov.com Tag type:dynamic 2019 CSE Reviews: 20632798 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form mmiano@vailgov.com Tag type:dynamic 2019 CSE Reviews: 20632799 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form jgross@vailgov.com Tag type:dynamic 2019 CSE Reviews: 20632789 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form esaeger@vailgov.com Tag type:dynamic 2019 CSE Reviews: 20632790 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form alisonw@vailchamber.org Tag type:dynamic 2019 CSE Reviews: 20632791 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form williambarrydavis@gmail.com Tag type:dynamic 2019 CSE Reviews: 20632792 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form kimnewbury@gmail.com Tag type:dynamic 2019 CSE Reviews: 20632793 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form mvalenti@vailresorts.com Tag type:dynamic 2019 CSE Reviews: 20632794 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form markgordonvail@gmail.com Tag type:dynamic 2019 CSE Reviews: 20632795 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 $20.21 Vail-Beaver Creek Restaurant Week Linked Form rkundolf@msn.com Tag type:dynamic