Loading...
HomeMy WebLinkAbout39. Vail Craft Beer Classic_10-01-2020Events RFP 18/19/20/21: Vail Craft Beer Classic EVENT & APPLICANT OVERVIEW 0. Email contact Kristen@tppevents.com 1. What is the name of your event/program? Vail Craft Beer Classic 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? $50,000 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 $60,000 5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021? No 6. Proposed Event/Program Start Date 06/25/2021 7. Proposed Event/Program End Date 06/26/2021 7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD: 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 Kristen Horpedahl 9a. Title of person completing the application Event Director 10. Provide name of person or entity to whom the funding check will be cut. Team Player Productions 11. Mailing Address Street 3457 Ringsby Ct, Suite 107 12. City Denver 13. State Colorado 14. Zip Code 80216 15. Telephone number 3037776887 16. Email address Kristen@tppevents.com 17. Event/program and/or organization website tppevents.com 18. Number of years organization has been in business 24 19. Organization's Mission Statement Through leadership, innovation, hard work and organizational ninja skills, Team Player Productions is a world-class event production & management company, delivering successful and memorable events with a commitment to our patrons, sponsors, non-profit partners and the communities we serve. 20. Organization's Tax Status For Profit 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? Yes 22a. Please name and describe the beneficiary Vail Valley Mountain Trails Alliance The VVMTA is the leading advocate for soft surface trails in Eagle County, CO. The VVMTA’s vision is the creation of a sustainable multi-use soft surface trail network connecting communities and neighborhoods from Vail Pass to Basalt. We promote stewardship of our public lands, sustainable trail building practices and a balance between recreation and conservation. The VVMTA maintains that trails contribute to the quality of life and economic vitality of the community. 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? 5 1b. Please describe the location(s) of the event or program in previous years. In the past we have utilized several venues including Vail Village, Solaris Plaza, Eagles Nest or Mid Vail, as well as various restaurant and hotel partners in town. In 2020 we activated the lawn space near Ford Park Sculpture Garden. We are ready to adapt in 2021 to the venues that are appropriate for the public health orders at that time. 2. Please provide a detailed description of the event/program and its activities. Friday & Saturday - Toast of Vail Grand Tasting 40+ breweries from across the country sampling. Limited snack/food options. Live music. 6+ session times. If we are able, we'd like to bring back some of the more intimate tastings with our restaurant and hotel partners, or on Mountain. If we aren't able to activate that we can pivot to tap takeovers and specialty tastings to drive traffic to those locations. 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. We have been holding on venue space to hear if we should continue to produce the event in the park near Ford Park Sculpture Garden. That was a wonderful venue that we'd like to continue working in. 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. None ENVIRONMENTAL PRACTICES 1. Which of these environmental practices will you commit to executing at your event/program? Use of Zero Hero Tents & staffing, Use of recyclable materials - banners, paper, etc., Ban use of plastic bags, Remind guests to bring re-usable bags and water bottles, Encourage use of bicycles, buses, shuttles, carpools, walking or public transit to event, Enforce no idling policy for staff and guests, Recycling required in all areas of event, Wastewater will be properly disposed of, Use eco-friendly serving utensils (compostable or recyclable), Ban styrofoam, not allowed within town limits, Compost food waste 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. Team Player Productions is committed to producing events sustainably and taking every measure to be environmentally friendly. We have executed the following measures for the Vail Craft Beer Classic in previous years and plan to continue these practices: - Walking Mountains Science Center for trash, recycling and compost - No printed festival handouts - Banners with stickers for dates to ensure they're reusable for years to come - Reusable signage across multiple "Classic" events - No disposable table linens - Encourage kegs to reduce waste - Reusable tasting mugs, leftovers were collected and washed to be used next year In the current pandemic situation, we face a few challenges that walk the line between sustainability and public health. We needed to switch to single use cups to minimize contact. We were able to use 100% compostable cups, but would like to make the switch back to reusable cups when it is deemed safe enough to do so. We usually use fabric linens for all events, but had to switch 10-20 to plastic so that they could be sanitized between sessions. We plan to closely monitor the public health situation, as always, to keep our guests safe and be as environmentally friendly as possible. EVENT/PROGRAM PARTICIPANTS 1. Number of participants (athletes, artists, exhibitors, etc.) anticipated 50 2. Number of volunteers needed 15 3. Number of event/program staff 10 4. Estimate of total number of spectators/attendees anticipated 1,000 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 600 2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail 400 3. Estimate the number of international guests your event/program will bring to Vail 0 4. How will your event/program increase sales tax in Vail? By increasing attendance and overnight visitors we will drive our patrons to Vail hotels, restaurants and shopping in Vail Village and Lionshead. Our post event surveys indicated that our guests generated an additional $189k during their stay. We had several parties who purchased tickets to both days of programming to extend their stay. 5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council? Our goal is to create a unique and elevated beer experience that is not being achieved at any other beer festival. The Classic works with only premium craft beer brands and features outdoor adventures, education, food pairings and knowledgeable experts. We make it a priority to align ourselves with the Vail Mountain, local restaurants and outfitters to create an intimate event that shows off our partners in an untraditional way. 6. CRC - Brand Fit: How will your event or program support the Vail brand identity? This event historically attracts Active Professionals and Boomers. Colorado is known for it's beer scene and Vail is known for fine dining and outdoor adventures. This event highlights all of those elements, producing an elevated beer experience that isn't happening at other standard beer festivals. 7. CRC - Event Timing: How is it the right event/program at the right time? Historically this is a slower weekend between GoPro Mountain Games and 4th of July. The Classic is looking to build up this weekend for years to come. 8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and community members? • Aligning with local business partners locally including West Vail Liquors, Vail Resorts, and several restaurant and lodging partners in Vail Village, Lionshead and the greater Vail Valley. • Utilizing the Vail Valley Mountain Bike Association as our nonprofit to support not only a local organization but see it impact change in the surrounding area for thousands of people to enjoy. • Establishing Vail as a craft beer and outdoor recreation hub that people will visit and enjoy all year. • We want to create events in communities that become a tradition and bring people together annually. 9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new programming, entertainers, adding additional days and activities.) Each year we have been able to dial in our programming to fit the interests of our demographics. These change a bit with the pandemic situation, but we are committed to being fluid during this time. If we are able we will add seminars (paired lunches) back into our schedule as well as Grand Tastings in other parts of Vail. Each year we feature different breweries, ciders and spirits along with bands and speakers. 10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration? In our 5th year we have built a following for this event and people have made it an annual tradition to celebrate with us in Vail. Guests and Brewers alike enjoy our event over other beer festivals for the interaction and atmosphere. We have engaged guests and excited vendors who are all happy to converge together in Vail. 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.) In 2020 our media reach was over 21,826,895 impressions in PR alone. We estimate other paid marketing efforts to include over 2,469,848 impressions. 12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract sponsorship support? We can certainly leverage media as we are currently only one of a handful of events running during the pandemic and have shown some amount of success doing it. As for sponsorships, larger companies are still pulling back on sponsorships as they don't want to be associated with an event during a pandemic and thus any potential liability fallout. Some smaller companies are wanting to support and fill those gaps left by the larger companies however the sponsorship levels are much smaller. With the reduced numbers permitted by the public health order, it's also harder to draw in the larger dollars as we may not reach that larger audience that companies are seeking. That being said, at the beginning of 2020 we had over $23k in sponsorship for VCBC. We were able to recoup $13k for the final version of the event and will continue to provide intimate experiences for these brands to get in front of their audience for memorable interactions. 13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to sustain and grow the event. TPP has over 24 years of event experience. We have produced over 500 events from Portland, Maine to Portland, Oregon, raising over 1.5 million dollars for our non-profit partners. From concept to creation, we’ve built wine festivals, beer festivals, food festivals, athletic events and music festivals. We build successful, engaging, memorable experiences that keep our guests and partners coming back year after year. 13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing public health orders. Team Player Productions has a history of producing events for a wide range of audience sizes and interests. From paired lunches for 30, to free concerts over 40,000, we are flexible to the needs and goals of each of our events. In 2020 we were able to successfully complete two events with 175 person sessions under the current public health order. With 5 sessions for the weekend we brought over 875 people to Vail, not including vendors/suppliers. While in "normal" times, events like these could attract over 1000-1500 people, we were quite proud of what we were able to accomplish. This event model is quite scalable to the future public health orders. Being cognizant of social distancing, these events could continue to be produced with sessions of 175-300. We have also discussed multiple sessions running at once in separate venues to double capacity instantly. We adapted almost every aspect of the events to keep people as safe as possible and go above and beyond requirements. This included our spacing, entry policies, sanitation practices, tent/rental placement, scanning tickets and ID check, sampling, and event layout. We consulted Eagle County Public Health every step of the way to confirm our communications and practices were aligned with what they would expect. Team Player Productions is in this for the long haul of recovery and our team will continue to be creative and innovative during this time. TPP was the only event producers in the state to execute multiple tasting festivals successfully at over 1500 people cumulatively. We learned that these more intimate events were so well received that this may be a more consistent model moving forward. 13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing public health orders. Team Player Productions has a history of producing events for a wide range of audience sizes and interests. From paired lunches for 30, to free concerts over 40,000, we are flexible to the needs and goals of each of our events. In 2020 we were able to successfully complete two events with 175 person sessions under the current public health order. With 5 sessions for the weekend we brought over 875 people to Vail, not including vendors/suppliers. While in "normal" times, events like these could attract over 1000-1500 people, we were quite proud of what we were able to accomplish. This event model is quite scalable to the future public health orders. Being cognizant of social distancing, these events could continue to be produced with sessions of 175-300. We have also discussed multiple sessions running at once in separate venues to double capacity instantly. We adapted almost every aspect of the events to keep people as safe as possible and go above and beyond requirements. This included our spacing, entry policies, sanitation practices, tent/rental placement, scanning tickets and ID check, sampling, and event layout. We consulted Eagle County Public Health every step of the way to confirm our communications and practices were aligned with what they would expect. Team Player Productions is in this for the long haul of recovery and our team will continue to be creative and innovative during this time. TPP was the only event producers in the state to execute multiple tasting festivals successfully at over 1500 people cumulatively. We learned that these more intimate events were so well received that this may be a more consistent model moving forward. EVENT ECONOMIC IMPACT 1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program. 200 2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending generated by your event or program. $250,000 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? $360,000 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. 90% of our visitors were from the greater Denver area or out of state (33%). Over 19% of guests attended more than one session requiring at least two lodging nights. This does not include the 50+ brewers, reps, staff and vendors that help put on the festival. The Classic purchases one room night for the breweries participating in 2 or more events. This guarantees that they will purchase an additional night themselves. Every ticket purchaser receives an email with lodging partner information, highlighted restaurants and other activities to do in the area. We have tracking codes and links from our lodging partners to help track the number of nights booked by the Classic. 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. The funds will be used for marketing, sustainability efforts and brewer hotel rooms. 2. Please upload the provided complete event/program budget template here. 2021 Vail Craft Beer Classic Budget.xlsx 3. What percentage % of the total event/program budget is the CSE being asked to fund? 26 4. If the event/program is not funded at full request, how will the event change with a lower funding allocation? The marketing budget and brewery room nights will be affected by less funding. 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.) 155,725 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. TPP Vail Events Marketing .pdf 1. Objectives: What are you trying to accomplish through your marketing efforts? Bring overnight guests to Vail for 2+ nights from the greater Denver area, Colorado as a whole, and out of state visitors to attend the Classic 2. Strategy: How will you meet your objectives? We have a wide variety of marketing channels and demographics focused in the Front Range and out of state. We have excellent PR and influencer partners who help promote our events. We use a combination of editorial, social media, digital/print advertising as well as a number of grass roots and partnerships. TPP has a database over 80k of active Colorado residents with an affinity for weekend travel. We target messaging to specific demographics based on their interest in mountain vacations, outdoor activities, beer, lifestyle events etc. 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.) We have several hotel partners for the event that we promote. After purchasing tickets we send out a "Guide to Vail" highlighting our hotel, restaurant and lifestyle partners as well as other activities to do while they're in town. Especially during COVID, we encourage people to make reservations ahead of time for meals and activities. 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, Television, Online Event Listings, E-newsletters, Web, Media Plan/Public Relations, Grassroots, Facebook, Instagram, Posters, Rack Cards, Flyers, 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 B PR 6b. Telephone Number 303) 658-0605 6c. Email Address tpp@wearebpr.com SPONSORSHIPS & PARTNERSHIPS 1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the event/program budget? $25,000 1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners? $75,000 2. Please list your confirmed sponsors or partners. Smartwater Truly / Boston Beer 3. Please explain the potential for additional sponsorships or partners. Whiskey Hard Seltzer Wine Lodging partners 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.) TPP_VCBC-Overview_033020 (1).pdf 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 2020 Vail Craft Beer Classic Study - Final Report.pdf Organization rosters naming all officers, board of directors and respective positions as relevant TPP Roster.pdf OPTIONAL ATTACHMENTS List any URLs where additional information can be found, including photos, videos or other content relevant to your application. Video from 2020 Vail Craft Beer Classic - https://www.facebook.com/watch/?v=346881283382062&extid=tHZ8cmrc3fvmlOqM Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding 2020 Vail Craft Beer Classic Study - Final Report.pdf Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding 2020 VCBC Recap.pdf 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 Ryan Slater Number Events RFP 18/19/20/21: File Attachments 2. Please upload the provided complete event/program budget template here. 2021 Vail Craft Beer Classic Budget.xlsx Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and execution dates. TPP Vail Events Marketing .pdf 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.) TPP_VCBC-Overview_033020 (1).pdf 2020 Event Recap 2020 Vail Craft Beer Classic Study - Final Report.pdf Organization rosters naming all officers, board of directors and respective positions as relevant TPP Roster.pdf Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding 2020 Vail Craft Beer Classic Study - Final Report.pdf Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding 2020 VCBC Recap.pdf Expenses Event/Program Budget for Vail Craft Beer Classic 2021 > Expenses Estimated Actual Total Expenses $194,600.00 $0.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $20,000.00 Social food + Beverage $10,000.00 Insurance $2,500.00 Non-social food + Beverage $500.00 Sound/AV $1,000.00 Seminars $0.00 Construction or Equipment $10,000.00 Ice $3,000.00 Trash/Composting $2,500.00 Total $13,500.00 $0.00 Utilities $500.00 Labor $50,000.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $2,000.00 Banners - Printing & $1,500.00 Speakers $0.00 Signage $1,500.00 Travel $0.00 Restrooms $1,500.00 Brewery Hotel Rooms $6,000.00 Permits and Fees $200.00 Staff Rooms $1,500.00 Non-profit Donations $6,500.00 Venue Fees $1,000.00 Mugs $3,400.00 Total $10,500.00 $0.00 Commissions $1,000.00 Total $102,100.00 $0.00 Prizes Estimated Actual Prizes $0.00 Marketing Estimated Actual Cash Purse $0.00 Advertising - Radio $0.00 Total $0.00 $0.00 Advertising - Print $5,000.00 Advertising - Social Media $10,000.00 Public Relations $4,000.00 Sales Team Expenses $1,000.00 Media TV, Production & Distribution $2,500.00 Graphic Design $2,000.00 Website $2,000.00 Collateral Materials $0.00 Printing $1,000.00 Total $27,500.00 $0.00 Marketing Estimated Actual Telephone/Internet $0.00 Expenses Photography $1,000.00 Transportation $0.00 Permit Fees $0.00 Postage/Shipping $0.00 In Kind Trades $40,000.00 Supplies-Office or Other $0.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $41,000.00 $0.00 Income Event/Program Budget for Vail Craft Beer Classic 2021 > Income Estimated Actual Total Income $215,725.00 $0.00 Tickets/Admissions Estimated Actual Estimated Actual 175 Friday Tasting A $49.00 $8,575.00 175 Friday Tasting B $49.00 $8,575.00 175 Friday Best of Festival $70.00 $12,250.00 175 Saturday Grand Tasting GA Tickets - A $49.00 $8,575.00 175 Saturday Grand Tasting GA Tickets - B $49.00 $8,575.00 175 Saturday Grand Tasting GA Tickets - C $49.00 $8,575.00 100 $900.00 $55,125.00 $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 $0.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 3 Booth Fees $200.00 $600.00 $600.00 $0.00 Revenue from other items Estimated Actual Estimated Actual 0 Cash Sponsorships @ $0.00 $25,000.00 0 In Kind Sponsorships @ $0.00 $75,000.00 0 Donations @ $0.00 $0.00 0 CSE Funding @ $0.00 $60,000.00 0 Grants @ $0.00 $0.00 0 Bar Sales $0.00 $0.00 $160,000.00 $0.00 Summary Event/Program Budget for Vail Craft Beer Classic 2021 > Profit - Loss Summary Estimated ActualTotal income $215,725.00 $0.00Total expenses $194,600.00 $0.00Total profit (or loss)$21,125.00 $0.00 Estimated Actual 0 50000 100000 150000 200000 250000 Total income Total expenses TODAY 9/28/2020 Vail Craft Beer Classic Wine Classic at Vail Oktoberfest At Vail 6/25/2021 8/6/2021 9/10/2021 ESTIMATED DATE WEEK WHAT 6 Months Event on Facebook, Dates on calendars, Website Refresh, Eblast to save the date 12/27/2020 2/7/2021 3/14/2021 4 Months Dial in webiste for launch, prep promo materials 2/25/2021 4/8/2021 5/13/2021 18 Weeks Tease ticket launch, Eventbrite Prep, facebook event promo 2/19/2021 4/2/2021 5/7/2021 17 Weeks Send promo kit to partners, concierge email, comarketing kits, prep press release 2/26/2021 4/9/2021 5/14/2021 16 Weeks Launch Tickets, press release, digital ads 3/5/2021 4/16/2021 5/21/2021 15 Weeks Create promo codes for partners and influencers 3/12/2021 4/23/2021 5/28/2021 14 Weeks Poster/flier design, refresh digital ads 3/19/2021 4/30/2021 6/4/2021 13 Weeks Facebook marketing out of state focus 3/26/2021 5/7/2021 6/11/2021 12 Weeks Resend concierge email, eblasts 4/2/2021 5/14/2021 6/18/2021 11 Weeks Eblasts, refresh digital ads 4/9/2021 5/21/2021 6/25/2021 10 Weeks Eblasts, refresh digital ads 4/16/2021 5/28/2021 7/2/2021 9 Weeks Print materials sent in, order merch 4/23/2021 6/4/2021 7/9/2021 8 Weeks Resend concierge email, 4/30/2021 6/11/2021 7/16/2021 7 Weeks Eblasts, refresh digital ads 5/7/2021 6/18/2021 7/23/2021 6 Weeks Eblasts, refresh digital ads 5/14/2021 6/25/2021 7/30/2021 5 Weeks Posters/fliers in market, visit concierges 5/21/2021 7/2/2021 8/6/2021 4 Weeks Resend concierge email, 5/28/2021 7/9/2021 8/13/2021 3 Weeks Local print ads start, facebook marketing shifts to in- state focus 6/4/2021 7/16/2021 8/20/2021 2 Weeks Resend concierge email, create photography list, send comps 6/11/2021 7/23/2021 8/27/2021 1 Week Marketing as needed 6/18/2021 7/30/2021 9/3/2021 Week Of Creat post event survey and save the date 2020 VAIL CRAFT BEER CLASSIC WORLD CLASS EVENTS It’s All in the Details? We Make The Details. 2020 VAIL CRAFT BEER CLASSIC VAIL CRAFT BEER CLASSIC Summary Pairing beer with adventure, the Vail Craft Beer Classic is Colorado’s highest altitude beer tasting with several events from paired beer dinners, to mountain biking with a brewer, and hundreds of craft beers to sample from right in the heart of Vail Village. Craft Beer Elevated June 26-27, 2020 Vail, CO Highlights 58% Ages 21-34 42% Ages 35+ VAIL CRAFT BEER CLASSIC Craft Beer Elevated Travelers to Vail Event started in 2017 2,000+ Attendees 50% Income over $100k 50% Income over $200k 38% Male 62% Female 40+ Breweries 50% from Denver Metro Area 28% from Outside Colorado Travelers came from: Texas, Illinois, Florida, Nevada, & New York Media & Digital Advertising VAIL CRAFT BEER CLASSIC Craft Beer Elevated • Large digital presence on Facebook & Instagram throughout the month of May & June leading up to the event • Email newsletters to TPP dbase of over 66k. • Vail Daily with weekly ads & digital presence (65k Value) • Vail Magazine with print ads & digital presence • 5280 Magazine dedicated eblasts to targeted dbase • 303 Magazine dedicated eblasts to targeted dbase • Cross promotions with our current sponsors to their respective dbases • Cross promotions with 50+ breweries to their dbases • Dedicated PR company promoting the new features of Vail Craft Beer Classic along with sponsor activations. • Town of Vail marketing efforts through all of their national media outlets (both TV & Digital channels) highlighting Vail Craft Beer Classic • Official Festival Sponsor status/right to use Festival logo • Premium exhibit space: Spaces start at 10’ x 10; and can be customized to 40’ by 40’ • Banners in high traffic areas of event • Cross platform opportunities through social and digital channels • Logo and ad inclusion in all print and digital marketing • Sponsor highlight and/or feature in email blast to opt-in database of 80,000+ • Tickets to select events • Full-time Festival staff liaison to coordinate the event execution • Additional Brand Integration Opportunities 2020 EVENT LINEUP Sponsorship inclusion ThankYou *Level of inclusion based on sponsorship level. Vail Craft Beer Classic September 2020 Prepared for: Town of Vail/Vail Craft Beer Classic Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com Table of Contents Table of Contents Objectives …………………………………………………………………………………………………………………………………………………………..1 Methodology …………………………………………………………………………………………………………………………………………………….2 Overview and Summary …………………………………………………………………………………………………………………………………..3 Highlights …………………………………………………………………………………………………………………………………………………………….4 Detailed Findings Attendee Details ………………………………………………………………………………………………………………………………6 Recommendation (Net Promoter Score)………………………………………………………………………………………….11 Event Performance……………………………………………………………………………………………………………………………14 Media/Awareness …………………………………………………………………………………………………………………………….20 Spending Habits ……………………………………………………………………………………………………………………………….22 Attendance/Revenue Generation ……………………………………………………………………………………………………..25 Accommodations ……………………………………………………………………………………………………………………………..27 Geographical Data …………………………………………………………………………………………………………………………….30 Demographical Data ………………………………………………………………………………………………………………………….32 Impact of Covid-19 …….……………………………………………………………………………………………………………………..39 End of Report INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Town of Vail had invested in a third party research company, Intercept Insight, LLC, to conduct a post-event online survey following Vail Craft Beer Classic to help quantify decisions and increase performance related to the event. With this insight, the Town of Vail and the Vail Craft Beer Classic is able to evaluate the economic contributions of the event, develop objectives to increase the overall performance, market effectively, and provide sponsors with valuable data regarding the event. The Town of Vail identified several objectives for this study. Objectives: Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty) Intent to return Quantify recommendations Evaluate event performance Estimate spending habits Estimate revenue generation Understand media effectiveness/awareness Obtain demographical and geographical data Determine accommodations, nights stayed, town stayed in, etc. Impact of Covid-19 Objectives 1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Town of Vail and Intercept Insight designed a core set of questions intended to meet the objectives of the study, including event specific questions. Once the survey was approved, the questions were programmed into an online survey design tool. Email addresses collected during ticket sales were provided to Intercept Insight to be used as the sample set. The sample set was cleaned, uploaded into the survey tool, and prepared for distribution. The survey was distributed on August 17th, 2020. Reminder notifications were delivered periodically, and the study was closed on September 17th, 2020. The data was downloaded, and the results were prepared for analysis and reporting. Methodology 2INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Overview and Summary 3 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 It is important to remember that this is a tool for gathering opinions and feedback. Many of the results are presented in terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the statistics. Note that the margin of error is different for every single question response on the survey depending on the sample sizes, proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the data rather than on the individual percentages. The Town of Vail engaged Intercept Insight, LLC for research services following the Vail Craft Beer Classic. The services included strategy and execution, survey development, programming, analysis, and reporting. There were 662 ticket holders over the course of the event. On average, the ticket holders attended approximately 1.1 days, which identifies that there were approximately 651 unique individuals that attended the event. 121 surveys were completed, which offers a 19% response rate and provides a 8.0% margin of error at a 95% confidence interval with the data collected. 91% of the respondents came to Vail specifically for this event, and 72% of the respondents are “Very” or “Extremely likely” to return in the future. The Vail Craft Beer Classic earned a Net Promoter Score of 64, with 74% of the respondents classified as “Promoters”. Overall Satisfaction with the event was high with a mean satisfaction rating of 4.5 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. Of those who came to Vail for the event, 10% were locals and 80% were overnight guests. 84% of the attendees were from Color ado, 6% were from Texas, and 2% were from Florida. Of the overnight guests who stayed in paid lodging (45% of total accommodations), 85% stayed in Vail. The average number of nights stayed by those staying in paid lodging in Vail was 1.6 nights. The Vail Craft Beer Classic produced approximately 194 room nights in Vail over the course of the event, with an average nightly rate of $259. The estimated gross revenue generation for the Town of Vail from the Vail Craft Beer Classic was approximately $189K (+/-20%). Email and social media were the most effective outlets for generating awareness. 41% attended with their spouse/significant other. The average age of the respondents was 45.9. Most enjoy hiking and attending festivals during the summer months, and most of the respondents claimed “Craft Beer Enthusiast” and “Wine & Foodie” as their lifestyle categories of choice. 76% visit Vail other times during the summer, and 63% visit Vail during the winter. Approximately 65% are comfortable attending larger scaled events in the future. 37% prefer to have events get back to pre-Covid size. Highlights 4 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Ticket sales –651 Total completed surveys –121 Sample size provides statistical validity with an error rate of 8.0% at a 95% confidence interval Estimated revenue generated to the Town of Vail -$189K (+/-20% error level should be considered) Net Promoter Score –64 Overall Satisfaction –4.5 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied) 91% of the attendees came to Vail specifically for the event 90% of the respondents were first-year attendees 98% of the attendees had attended 1 day Email and the social media were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?” 72% are “Very” or “Extremely Likely” to return in the future 68% of the first-time attendees are “Very” or “Extremely Likely” to return in the future 85% of the attendees staying in paid lodging stayed in Vail Average nights stayed in paid lodging in Vail –1.6 Estimated number of room nights generated in Vail by the event –194 Estimated average nightly rate in Vail -$259 Average age of respondents –45.9 Favorite summer-time activities: Hiking and Attending Festivals Lifestyle Categories: Craft Beer Enthusiasts and Wine & Foodies Attendee Details Attendance 6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 91% of the respondents came to Vail, CO specifically for the event. 80% of the respondents that came to Vail, CO specifically for the event were overnight visitors. 10% of the respondents that came to Vail, CO specifically for the event were local visitors. 0% 20% 40% 60% 80% 100% Came for event Heard about it after arrival 91% 9% Vail Craft Beer Classic -Reason for Visiting Vail 2020 N =121 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State 10%10% 69% 11% Vail Craft Beer Classic -Came for Event by Market Segment 2020 N =110 Attendance 7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% First year 2 years 3 years 4 years 5 years 74% 16%6%3%1% Vail Craft Beer Classic -Prior Attendance 2020 N =121 0% 20% 40% 60% 80% 100% 1 Day 2 Days 98% 2% Vail Craft Beer Classic -Days in Attendance 2020 N =121 Attendance 8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 2%4% 21%32%40% Vail Craft Beer Classic -Intention to Return 2020 N =12172% of the respondents are 'Very' or 'Extremely Likely' to return in the future. 0% 20% 40% 60% 80% 100% Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 2%4% 26%34%33% Vail Craft Beer Classic -First-time Attendee Intention to Return 2020 N =9068% of the first-time attendees are 'Very' or 'Extremely Likely' to return in the future. Attendance 9INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Summer Visit Winter Visit 76% 63% 24% 37% Vail Craft Beer Classic -Vail Visitation Yes No N =109 Recommendation Recommendation The Net Promoter Score is calculated using data collected from the following question: “On a scale of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Vail Craft Beer Classic to a friend or family member?”. Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive Supporters”, and those who rate ‘0’ to ‘6’ are called “Detractors”. The Net Promoter Score (NPS) is calculated by subtracting the percentage of “Detractors” from the percentage of “Promoters”. 11INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 64 -50 -30 -10 10 30 50 70 90 0% 20% 40% 60% 80% 100% 2020 Net Promoter ScoreRecommendation DistributionAxis Title Net Promoter Score Promoters Passive Supporters Detractors NPS Recommendation 12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Increase Recommendation •Session times need to be longer. 90mins wasn’t even close to enough time •Repeat venue and format for event. Recommend an altered experience to define VIP night from Saturday •Reduce the price •Provide shade and seating, better music and food. •Once the restrictions have been lifted with COVID and the times aren't as short •Offer Food! •My 3 friends and I didn't pay $49 a piece for 90 minutes. We got there "late" because there was no indication that this was a timed event. We had 30 minutes to "enjoy" ourselves -guzzling down what we had the last 10 minutes. It didn't ruin our day, but we wi ll never come to this event again nor recommend it to anyone. 100% rip off. Thank you, and good luck. •More vendors, adding food trucks would be a nice touch as well •More time •More options. The beer options were limited as well as non-beer options. Very small event not worth the cost. •More beer, less seltzer and some shade. It was so hot!! •Make it last 3 hours or longer. •Longer event times •Less expensive •I think that an hour and half was too short of a time for a beer fest. We felt rushed to try samples. •I know this year was an exception but and hour and a half was NOT Nearly enough time we hardly got to see all the vendors, le t alone go back and try another beer from the same vendors •I felt very safe especially during COVID times, I wish there was an area with shade and more tables. Also, it would have been nice to incorporate some food options to either pay or tent. •I did not realize that the session was for 90 min. I arrived late thinking I had plenty of time. No one warned me or offered me the ability to enter in the second session. I was really excited to go and it turned out as a bust for me and my guests. •I attend a lot of beer festivals especially here in Boulder (Winter Beer Fest) for $40-$45 for 4 hours. I felt the event was too short, and after attending a few beer tents the event was over. So I would not attend this event again unless it was at least 3 -4 hours. •Hold it later in the day like 5pm (Too hot) and make it 2 hours. •Have some time after event just to sit/relax not told to leave immediately •Had 4 in our party. Only allowed to buy one ticket. Can I get a refund? •Friendlier event staff and security. Longer sampling time allotment . •Better snack option at check in, needed a little more sustenance than a pack of meat sticks •Better singers in the band -kind of pitchy -Maybe have German style dress with steins Event Performance Hierarchy of Customer Satisfaction Needs Basic Requirements Met Promised Requirements Met Satisfaction Scores from 4.5 –5.0 Attractive Surprises Met Satisfaction Scores from 1.0 –3.4 Satisfaction Scores from 3.5 –4.4 The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfac tion can be measured along a continuum and can be broken out into three major points: •Discontentment –customers needs are simply not being met. •Merely Satisfied –meeting customers needs, but not doing enough to distinguish among competition. •Delighted –meeting and exceeding the customers needs and expectations Terry Keiningham and Terry Varva, 2001,The Customer Delight Principle, Google Book Search, viewed 6/23/2008, http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9 VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_ result&resnum=1&ct=result 14 Attribute Satisfaction 15INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 89% 98%93%96% 84% 79% 4.5 4.8 4.7 4.7 4.4 4.2 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 0% 20% 40% 60% 80% 100% 120% 140% Overall satisfaction Friendliness of the beverage staff Knowledge of the staff/volunteers Friendliness of the staff/volunteers Parking/access Quality of the music Vail Craft Beer Classic -Attribute Satisfaction Ratings % Rated '4' or '5' 2020 Mean Rating 2020 One Change Comments 16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -One Change Comments •You guys did a great job under the circumstances •We had to refund a couple of tickets and Kristen was over the top amazing!! Thank you for a fantastic event! •We asked to sit in a shaded area within perimeters and staff said no, that all patrons must “congregate” together. Made no sense. Event should be held later in the day because of heat (or have tent set up for seating), better band, Food truck, And should be a min of 2 hours for the price. •This is specific only to me, the musicians were good, I just don't like that style of music. So, something different, or perh aps having a variety of music would be great. •The sessions were not long enough •The overall layout was a little confusing at first, but as things filled in it made more sense. One suggestion, maybe more signage. •The event was awesome! •Shade! •Provide some shade somehow. •Provide shade! Only complaint was it was very hot and no shade options. •Provide shade for patrons •Play music we can hear. Why not use the stage? There was just a couple of instruments paying in the middle of the event could barely hear. •Offer Shade Tents •Offer food •Nothing. It was great. •Nothing really strikes me as an area that could be improved. I enjoyed it very much just as it was. •Nothing it was great •Not sure anything, really enjoyed it. •Not really, we had a great time!! •NO, WE HAD A GREAT TIME! •My husband and I were impressed with the multiple actions taken to promote the health and safety of the participants. •More time •More snacks •More snack or merch vendors •More shade and more breweries/vendors. Longer run time, 2 hour minimum •More selection •More music •More clear directions on where to park and access the event •More breweries (and if so, longer tasting periods) but loved the format. •More beer vendors •Mid mountain location. One Change Comments 17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -One Change Comments •Make the time allotment longer or the price cheaper or just make it longer •Make the sessions longer •Make sure the band is at the stage all night so we can hear -otherwise, it was wonderful! Great job! •Make it two hours long instead of 90 mins! •Make it less expensive •Make it clear up front that you only have 90 minutes. I watched everyone around me get upset when the staff notified them that they had to leave. No one attending the event appeared to know that they only had 90 min. •Make it a full four hour event, the way it was advertised. Marketing is incredibly misleading. "Minimal snacks provided" means some jerky in a bag. Incredibly misleading if not outright stingy. How many people were alienated by this utter lack of transparency? I can spend $50 in a night and get way more bang for the buck. Never again. •Lower the price •Longer times to hang out and drink. •Longer time!! It was so fun!! •Longer time slots •Longer then 90 mins •Longer sessions! •Longer sessions •Longer session •Longer event time •Longer duration, less non alcoholic options. •Lengthen the tasting time •Lengthen the event to at least 3-4 hours. As mentioned, I attend Winter and summer beer fests here in boulder for longer periods and for less money and also not needing to pay for a hotel. •Keep up the great work! •Keep this years format. However VIP night should be enhanced or at least differ in vendors from the Saturday event •Keep it socially distanced and/or lower attendance numbers. •It would be great to make the time slots 2 hours instead of 1-1/2 hours. It felt a little rushed and could have been a lot more relaxing with a little more time. •It was well done! Maybe a good vendor? •It was great so as of now nothing •It was fabulous, I would only suggest breweries try to bring more experimental / true small batch beers vs. their more flagship'ish beers. •Include some food vendors •If the tickets stay it ends at 8:30pm, don’t cut people off at 8:10pm. Also, don’t let the staff clear tables when people are obviously still occupying their tables and drinking their beer. •If still socially distanced, consider longer windows of time. •I would recommend extending the event maybe an hour to give everyone to try and find a new favorite beer. We managed to visit all of the vendors, but it was close. •I understand the limitations this year due to COVID, however I think even an extra half hour (two hour sessions) would have given us more of an opportunity to sample more of the beer selections available. One Change Comments 18INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -One Change Comments •I thought the staff did a great job hosting a safe fun event •I think, all things considered with COVID, this was awesome. I wish we had more than an hour and a half (especially for the price) but other than that we had a great time. Wanted to stay longer! •I missed the food vendors. •I loved the social distancing version of event better. •Have tents set up for shade. •Have music all miked, the acoustic looked good but you couldn't hear it. more creative snack pack for patrons. •Have more strategically placed buckets for disposing liquid you don't won't to consume. ;) •Given the Pandemic, I'm not sure this is helpful feedback, but the grass was a little wet which made sitting down a little uncomfortable. •Given COVID it was understandable, but would very much like to see a lot more breweries participating. •Food, more tables, shade •Food trucks! •Food trucks or less restrictive time schedule would have been cool but it was a great event! •Food trucks and vendors hand out stickers •Food carts •Food •Food •Extend the time. •Everything was great! •Everything was great, can't think of anything. •Even though this year was socially distant, it worked. Please keep this format •Due to Covid and the limited time 1 1/2 wasn’t the quite long enough 2 hours would be better but awesome job! •Don’t change •Better signage from parking •Answer your phone calls or refund the one ticket you allowed me to purchase -needed 4 tickets so we did not attend but you took my money on the one ticket •An extra 30 minutes please •Added shade •Add some more food •Add more vendors and add food •Add food or more snacks •A few chairs •A bit pricy, maybe some shade •2 issues: I am in a wheelchair and the grass is tough. It worked out-I turned my friends into my beer runners. Second-We did have one person in our party that was not feeling well so we had them stay at home. No one at the event could provide direction to obtain a possible refund for that ticket. Media/Awareness Media/Awareness 20INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Media/Awareness "Other" Comments •We've been coming for years, and I get email updates now. •Walked to park the day before and saw the set up for the event •Town of Vail advertising •Thrillist website •Stumbled upon •Mother-in-Law •I proposed to my fiancé, and used the beer fest as the excuse to "Get away" It was a blast to celebrate at the festival after she said yes! •Google search of Vail events •Eventbrite •CSE Board •Attended in the past •Attended event the last 2 years 0% 20% 40% 60% 80% 100% Email Social Media Friends/Family Vail Craft Beer Classic Website Other (please specify)Newspaper Other Website 41% 25%20%13%10%6%5% Vail Craft Beer Classic -Media/Awareness (Multiple Response) 2020 Spending Habits Spending Habits 22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend $50,330 $38,258 $30,987 $4,515 $124,091 Vail Craft Beer Classic -Household Spending of Guests Staying in Paid Lodging (Only those who came for the Event) Lodging Spend is equal to only those who stayed in paid lodging within Vail. Spending Habits 23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $10,000 $20,000 $30,000 $40,000 $50,000 Dining Spend Retail Spend Activities Spend Total Spend $13,759 $8,786 $3,833 $26,379 Vail Craft Beer Classic -Household Spending of All Other Overnight Guests (Only those who came for the Event) $0 $2,000 $4,000 $6,000 $8,000 $10,000 Dining Spend Retail Spend Activities Spend Total Spend $4,294 $548 $393 $5,236 Vail Craft Beer Classic -Household Spending of Local and Day Visitors (Only those who came for the Event) Attendance and Revenue Generation Attendance and Revenue Generation 25INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross Revenue Generation for the Town of Vail. Total Attendance is the number of people that attended over the course of the event. Total People accounts for the average number of days people attended. Total People (Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the event, and is the sample set used for the estimated Gross Revenue Generation. Vail Craft Beer Festival estimated revenue generation for the Town of Vail: $189K (+/-20%). 662 651 592 $189,467 $-0 200 400 600 800 1,000 1,200 2020 Vail Craft Beer Classic -Estimated Attendance and Revenue Generation Total Attendance Total People Total People (Came for Event)Gross Revenue Generation Accommodations Accommodations 27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 79% 14%5%1%1% Vail Craft Beer Classic -Nights Stayed Categories (All Accommodations) 2020 N =94 Average nights stayed (all accommodations) -2.3 Average nights stayed (paid lodging in Vail) -1.6 0% 20% 40% 60% 80% 100% Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Day Trip VRBO, Airbnb, Etc. 45% 7%13% 2%9%9%15% Vail Craft Beer Classic -Accommodations 2020 N =121 Accommodations 28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 78% 4%3%3%3%2%2%1%1%1%1%1% Vail Craft Beer Classic -Town Stayed In (All Accommodations) 2020 N =121 Geographical Data Geographics 30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Colorado Texas Florida 84% 6%2% Vail Craft Beer Classic -Top Three States of Origin 2020 N =121 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State 9%9% 66% 16% Vail Craft Beer Classic -Market Segment 2020 N =121 Demographical Data Demographics 32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Self Spouse or significant other Friends Only Friends and Family Family (including children) Family (not including children) Group 4% 41% 20%21% 4%8%1% Vail Craft Beer Classic -With Whom Attended 2020 N =121 Demographics 33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children 22%20%22% 4%6% 26% Vail Craft Beer Classic -Family Status 2020 N =116 0% 20% 40% 60% 80% 100% Own Rent 85% 15% Vail Craft Beer Classic -Own vs. Rent Primary Residence 2020 N =115 Demographics 34INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% High School Some College Associates Degree (2 year) Bachelor's Degree (4 Year) Post Graduate Degree 2%6%9% 56% 28% Vail Craft Beer Classic -Education Level 2020 N =116 0% 20% 40% 60% 80% 100% Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+ 2%1%1%8%16% 42% 27% 4% Vail Craft Beer Classic -Income Categories 2020 N =106 Demographics 35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Male Female 39% 61% Vail Craft Beer Classic -Gender 2020 N =113 0% 20% 40% 60% 80% 100% 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 3% 21%18% 31%24% 3% Vail Craft Beer Classic -Age Categories 2020 N =104 Average age of respondents -45.9 Demographics 36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Hiking Attending festivals Music Festivals Traveling Grilling Kayak/boat/raft Camping Cooking Mountain Biking Spa 90% 67%66% 53%51%49%47% 31%30%30% Vail Craft Beer Classic -Top Ten Favorite Summer-time Activities (Multiple Response) 2020 Demographics 37INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Craft Beer Enthusiast Wine & Foodie Traveler Sports Enthusiast (hiking, biking, skiing) Outdoor Enthusiast (camping, hunting, fishing) Music Festival Enthusiast Health & Fitness Home Enthusiast (gardening, pet owner, avid reader) Arts & Culture (dance, music, theatre) Investment & Money Tech Enthusiast Hobbies & Interests (collector, crafts, home shop) Other (specify) 73% 56%55%52%51% 45% 41% 22%20% 13% 9%6% 1% Vail Craft Beer Classic -Lifestyle Categories (Multiple Response) 2020 Impact of Covid-19 Impact of Covid-19 39INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Not at all Impactful Not very Impactful Somewhat Impactful Very Impactful Extremely Impactful 25%16% 33% 21% 6% Vail Craft Beer Classic -How impactful was Covid-19 to your decision to attend events? 2020 N =121 0% 20% 40% 60% 80% 100% Not at all Comfortable Not Very Comfortable Somewhat Comfortable Very Comfortable Extremely Comfortable 1%1% 33%32%33% Vail Craft Beer Classic -Based on your experience during this event, please rate your level of comfort in attending larger scaled events in the future: 2020 N =121 Impact of Covid-19 40INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Concerts Sporting Events Participatory events Wine & Food Events Farmer's Markets Arts Festivals 24%27%21%31%26%20% 24%20%21% 21%28% 21% 25%26%29% 31%31% 31% 19%16%21% 12%13% 19% 8%12%7%4%2%9% Vail Craft Beer Classic -How likely are you to attend the following event types in 2021, even if attendance exceeds 5,000 people? Extremely Likely Very Likely Somewhat Likely Not Very Likely Not at all Likely 0% 20% 40% 60% 80% 100% I prefer events to get back to pre-Covid size and scale I prefer events to be smaller in scale and nature in the future 37% 63% Vail Craft Beer Classic -In general, would you like to see pre-Covid sized/scaled events, or would you prefer events to be smaller overall? 2020 N =120 Impact of Covid-19 41INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable •Widely spaced pods for the tasting •While we don't really know what works and what doesn't work -wearing a mask and social distancing seems to make people feel more comfortable •When I say COVID 19 was very important, that is to say because of COVID 19 I WANT to get out to events. I am tired of everything being cancelled and glad this event took place. At last, something approaching normal. I felt all precautions were being taken. •Wearing masks while at booths and the social distancing •We noticed there was actual enforcement of the protocols which was reassuring. •Wasn’t able to attend •Times alloted with smaller crowds and mandatory masks •There was plenty of space •The temperature check & squared-off tasting areas •The space of the area •The social distancing was fantastic! •The social distancing squares, the flags to stand when getting samples, one use cups •The separation of the tables and areas on the lawn •The seating area •The number of participants, the areas for tastings •The limited number of attendees and the spacing •The limited amount of people and the square sitting areas allowed for nice spacing. •The lawn space •The grids for setting up chairs. •The event was well managed. Instead of having one crowded day long event, the festival had multiple smaller time slots. We could maintain our space and try all the beers without lines. It was very well done. •The distanced tables •The disposable cups •The designated drinking tables, mandatory masks, and the trays •The box markings where groups could sit •The boundary lines for the tables. •Temperature check, social distancing, masks being required. •Temp checks, great space •Temp check •Temp •Tasting squares and timed entry •Squares/pods for each group, requirement of face masks when not in pod, disposable cups •Squares to sit in •Squared off sections for sipping. •Spacing, separate cups •Spacing of tables and at the beer stands •Spacing and amount of people (small) Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable •Spacing •Space, lots of it •Socially distanced group spots/squares •Social distancing precautions, temperature checks, verbal agreement of terms, really everything! •Social distancing •Social distancing •Social distancing •Social distance areas •Smaller # of attendees •Separation •Separated out seating sections by squares to ensure social distancing •Proper measures taken for social distancing •People distancing on the lawn •Open air was a big win •Only allowing a specific number of people at a time. •My square •Masks! •Masks, temp checks, sanitizer at every station •Masks, Social Distancing, Fun Referees •Masks while getting beers and common areas. •Masks wearing and social distancing. •Masks required, but allowing us to go back to an area with them off •Masks required, attendance limited •Masks required when not drinking, outdoor and spaced-out venue. •Masks ok •Masks & limited tickets •Masks •Mask wearing •Mask mandate •Marked spaces for sitting & the referee was AWESOME •Make •Loved having people bring beers back to their area to drink •Limited people and limited time •Limited number of people and masks •Limited number of people •Limited attendees Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable •Limited attendance and individual seating for each group •Limited attendance •Limited amount of people, mask wearing to receive drinks •Liked they Frisbee/tray. Enjoyed the boxed off seating areas, temp checks, and mask requirement •Lawn grid, hand sanitizer •I thought that the staff, venders and attendees were all respectful of social distancing. It was well run in terms of Covid protocol. •I really loved the setup in general! •I liked the placement of tables and disposable cups. •I am not that concerned about COVID •Having an area to stand at our table and sip •Grid layout on the infield •Face masks. Sitting area. Hand sanitizer availability. •EVERYTHING! GREAT JOB! •Everything was comfortable •Everyone had to bring their own chairs, sit in specific marked boxes •Distancing, masks, the painted squares made it easy! •Distancing and set up where great •Distancing •Distanced tables •Distance and and disposable cups •Designated seating areas; mask requirements; disposable cups •Designated seating •Designated mask areas •Designated group areas without masks •Designated areas for groups to sit, wearing masks when not in your square •Clever to have a friendly ref who was there to enforce any rule violators. A light-hearted way to remind everyone •Checking temp's at the door. Spacing on the lawn was great. •Capacity limits, distancing, loved the red flag soccer ref monitoring masks •Cap on tickets •Being outside and required mask wearing. •Being outdoors made it easy to distance/ not too crowded. •All was good •All the precautions are overkill. But I know you're doing what you have to do. •Airborne viruses cannot be contained or dissuaded by face masks and hand sanitizer. •The 6 foot squares Impact of Covid-19 42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Protocols Which Made Respondent LEAST Comfortable •Wish there were walking lanes between squares •Wet grass. •We felt great about what they did •We appreciated the many actions taken to ensure the precautions were universally enacted. Nothing made us uncomfortable. •Wasn’t able to attend •Walkways through seating areas weren't really designated. •Waiting in the lines •Waiting in the check in line (not a big issue) •Unsure where there was a "mask zone" other than pretenses? •Unfortunately people walked through our pod on a regular basis. Additional separation would have been helpful. •Those no wearing masks or wearing them improperly •There wasn't a lot of room for people to line up at each tent without spilling into the tabled areas •There really wasn't anything that made me feel uncomfortable -if that was the case I would have stayed home. •The transfer of cups from vendors (but did not really bother me) •The lack of food options available •Taking temperature... would have been better to ask a series of questions. •Some servers removing masks to talk (I get that it's weird, but must stay on) •Some sections were a little narrow, making it tough to stay away from people •Seeing the event staff, and companies not using precautions/ protocols •Pouring of the beverages •People walking through your square to get to theirs. Not a lot of room, and some had their mask off by that point •People walking through the lawn not using aisles •People ignored distancing at check-in and while waiting to enter the event •Nothing. All went well. •Nothing! You did a great job! Vail Craft Beer Classic -Protocols Which Made Respondent LEAST Comfortable •Nothing made me feel uncomfortable. •nothing comes to mind, very well done, felt really safe •Nothing -fantastic execution! •None, was very comfortable with everything •None -you guys did an awesome job •None -not worried about it •None -it was easy to social distance •No shade! •needed longer sessions •N/A. The whole thing was comfortable. •N/A. I felt far more comfortable at this event than I had thought. Very well done •Masks •Lack of sanitizing by vendors. •It was a little hard to stay out of others space. Needed aisles, walkways or something. •I was comfortable with the precautions •I liked the square sitting areas, but some people weren't aware that they needed to walk on the lines and not through other peoples sitting areas. •I felt very comfortable the whole time •I felt very comfortable •I felt safe •I did not feel uncomfortable with any of the protocols. •I can't think of anything -you all did a fantastic job. •Flags in the ground. Everyone was tripping on them. •Everything was spaced out perfectly •Everything was fine, didn't feel uncomfortable or at risk at all •Beer suppliers •Bathrooms End of Report Name Title Email Phone Jason Ornstein Owner/President Jason@tppevents.com 303-475-2789 Ryan Slater Event Director Ryan@tppevents.com 520-370-8014 Kristen Horpedahl Events & Marketing Director Kristen@tppevents.com 505-690-1957 Sandy Metzger Event Director Sandy@tppevents.com 970-485-1472 Vail Craft Beer Classic September 2020 Prepared for: Town of Vail/Vail Craft Beer Classic Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com Table of Contents Table of Contents Objectives …………………………………………………………………………………………………………………………………………………………..1 Methodology …………………………………………………………………………………………………………………………………………………….2 Overview and Summary …………………………………………………………………………………………………………………………………..3 Highlights …………………………………………………………………………………………………………………………………………………………….4 Detailed Findings Attendee Details ………………………………………………………………………………………………………………………………6 Recommendation (Net Promoter Score)………………………………………………………………………………………….11 Event Performance……………………………………………………………………………………………………………………………14 Media/Awareness …………………………………………………………………………………………………………………………….20 Spending Habits ……………………………………………………………………………………………………………………………….22 Attendance/Revenue Generation ……………………………………………………………………………………………………..25 Accommodations ……………………………………………………………………………………………………………………………..27 Geographical Data …………………………………………………………………………………………………………………………….30 Demographical Data ………………………………………………………………………………………………………………………….32 Impact of Covid-19 …….……………………………………………………………………………………………………………………..39 End of Report INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Town of Vail had invested in a third party research company, Intercept Insight, LLC, to conduct a post-event online survey following Vail Craft Beer Classic to help quantify decisions and increase performance related to the event. With this insight, the Town of Vail and the Vail Craft Beer Classic is able to evaluate the economic contributions of the event, develop objectives to increase the overall performance, market effectively, and provide sponsors with valuable data regarding the event. The Town of Vail identified several objectives for this study. Objectives: Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty) Intent to return Quantify recommendations Evaluate event performance Estimate spending habits Estimate revenue generation Understand media effectiveness/awareness Obtain demographical and geographical data Determine accommodations, nights stayed, town stayed in, etc. Impact of Covid-19 Objectives 1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Town of Vail and Intercept Insight designed a core set of questions intended to meet the objectives of the study, including event specific questions. Once the survey was approved, the questions were programmed into an online survey design tool. Email addresses collected during ticket sales were provided to Intercept Insight to be used as the sample set. The sample set was cleaned, uploaded into the survey tool, and prepared for distribution. The survey was distributed on August 17th, 2020. Reminder notifications were delivered periodically, and the study was closed on September 17th, 2020. The data was downloaded, and the results were prepared for analysis and reporting. Methodology 2INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Overview and Summary 3 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 It is important to remember that this is a tool for gathering opinions and feedback. Many of the results are presented in terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the statistics. Note that the margin of error is different for every single question response on the survey depending on the sample sizes, proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the data rather than on the individual percentages. The Town of Vail engaged Intercept Insight, LLC for research services following the Vail Craft Beer Classic. The services included strategy and execution, survey development, programming, analysis, and reporting. There were 662 ticket holders over the course of the event. On average, the ticket holders attended approximately 1.1 days, which identifies that there were approximately 651 unique individuals that attended the event. 121 surveys were completed, which offers a 19% response rate and provides a 8.0% margin of error at a 95% confidence interval with the data collected. 91% of the respondents came to Vail specifically for this event, and 72% of the respondents are “Very” or “Extremely likely” to return in the future. The Vail Craft Beer Classic earned a Net Promoter Score of 64, with 74% of the respondents classified as “Promoters”. Overall Satisfaction with the event was high with a mean satisfaction rating of 4.5 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. Of those who came to Vail for the event, 10% were locals and 80% were overnight guests. 84% of the attendees were from Color ado, 6% were from Texas, and 2% were from Florida. Of the overnight guests who stayed in paid lodging (45% of total accommodations), 85% stayed in Vail. The average number of nights stayed by those staying in paid lodging in Vail was 1.6 nights. The Vail Craft Beer Classic produced approximately 194 room nights in Vail over the course of the event, with an average nightly rate of $259. The estimated gross revenue generation for the Town of Vail from the Vail Craft Beer Classic was approximately $189K (+/-20%). Email and social media were the most effective outlets for generating awareness. 41% attended with their spouse/significant other. The average age of the respondents was 45.9. Most enjoy hiking and attending festivals during the summer months, and most of the respondents claimed “Craft Beer Enthusiast” and “Wine & Foodie” as their lifestyle categories of choice. 76% visit Vail other times during the summer, and 63% visit Vail during the winter. Approximately 65% are comfortable attending larger scaled events in the future. 37% prefer to have events get back to pre-Covid size. Highlights 4 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Ticket sales –651 Total completed surveys –121 Sample size provides statistical validity with an error rate of 8.0% at a 95% confidence interval Estimated revenue generated to the Town of Vail -$189K (+/-20% error level should be considered) Net Promoter Score –64 Overall Satisfaction –4.5 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied) 91% of the attendees came to Vail specifically for the event 90% of the respondents were first-year attendees 98% of the attendees had attended 1 day Email and the social media were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?” 72% are “Very” or “Extremely Likely” to return in the future 68% of the first-time attendees are “Very” or “Extremely Likely” to return in the future 85% of the attendees staying in paid lodging stayed in Vail Average nights stayed in paid lodging in Vail –1.6 Estimated number of room nights generated in Vail by the event –194 Estimated average nightly rate in Vail -$259 Average age of respondents –45.9 Favorite summer-time activities: Hiking and Attending Festivals Lifestyle Categories: Craft Beer Enthusiasts and Wine & Foodies Attendee Details Attendance 6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 91% of the respondents came to Vail, CO specifically for the event. 80% of the respondents that came to Vail, CO specifically for the event were overnight visitors. 10% of the respondents that came to Vail, CO specifically for the event were local visitors. 0% 20% 40% 60% 80% 100% Came for event Heard about it after arrival 91% 9% Vail Craft Beer Classic -Reason for Visiting Vail 2020 N =121 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State 10%10% 69% 11% Vail Craft Beer Classic -Came for Event by Market Segment 2020 N =110 Attendance 7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% First year 2 years 3 years 4 years 5 years 74% 16%6%3%1% Vail Craft Beer Classic -Prior Attendance 2020 N =121 0% 20% 40% 60% 80% 100% 1 Day 2 Days 98% 2% Vail Craft Beer Classic -Days in Attendance 2020 N =121 Attendance 8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 2%4% 21%32%40% Vail Craft Beer Classic -Intention to Return 2020 N =12172% of the respondents are 'Very' or 'Extremely Likely' to return in the future. 0% 20% 40% 60% 80% 100% Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 2%4% 26%34%33% Vail Craft Beer Classic -First-time Attendee Intention to Return 2020 N =9068% of the first-time attendees are 'Very' or 'Extremely Likely' to return in the future. Attendance 9INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Summer Visit Winter Visit 76% 63% 24% 37% Vail Craft Beer Classic -Vail Visitation Yes No N =109 Recommendation Recommendation The Net Promoter Score is calculated using data collected from the following question: “On a scale of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Vail Craft Beer Classic to a friend or family member?”. Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive Supporters”, and those who rate ‘0’ to ‘6’ are called “Detractors”. The Net Promoter Score (NPS) is calculated by subtracting the percentage of “Detractors” from the percentage of “Promoters”. 11INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 64 -50 -30 -10 10 30 50 70 90 0% 20% 40% 60% 80% 100% 2020 Net Promoter ScoreRecommendation DistributionAxis Title Net Promoter Score Promoters Passive Supporters Detractors NPS Recommendation 12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Increase Recommendation •Session times need to be longer. 90mins wasn’t even close to enough time •Repeat venue and format for event. Recommend an altered experience to define VIP night from Saturday •Reduce the price •Provide shade and seating, better music and food. •Once the restrictions have been lifted with COVID and the times aren't as short •Offer Food! •My 3 friends and I didn't pay $49 a piece for 90 minutes. We got there "late" because there was no indication that this was a timed event. We had 30 minutes to "enjoy" ourselves -guzzling down what we had the last 10 minutes. It didn't ruin our day, but we wi ll never come to this event again nor recommend it to anyone. 100% rip off. Thank you, and good luck. •More vendors, adding food trucks would be a nice touch as well •More time •More options. The beer options were limited as well as non-beer options. Very small event not worth the cost. •More beer, less seltzer and some shade. It was so hot!! •Make it last 3 hours or longer. •Longer event times •Less expensive •I think that an hour and half was too short of a time for a beer fest. We felt rushed to try samples. •I know this year was an exception but and hour and a half was NOT Nearly enough time we hardly got to see all the vendors, le t alone go back and try another beer from the same vendors •I felt very safe especially during COVID times, I wish there was an area with shade and more tables. Also, it would have been nice to incorporate some food options to either pay or tent. •I did not realize that the session was for 90 min. I arrived late thinking I had plenty of time. No one warned me or offered me the ability to enter in the second session. I was really excited to go and it turned out as a bust for me and my guests. •I attend a lot of beer festivals especially here in Boulder (Winter Beer Fest) for $40-$45 for 4 hours. I felt the event was too short, and after attending a few beer tents the event was over. So I would not attend this event again unless it was at least 3 -4 hours. •Hold it later in the day like 5pm (Too hot) and make it 2 hours. •Have some time after event just to sit/relax not told to leave immediately •Had 4 in our party. Only allowed to buy one ticket. Can I get a refund? •Friendlier event staff and security. Longer sampling time allotment . •Better snack option at check in, needed a little more sustenance than a pack of meat sticks •Better singers in the band -kind of pitchy -Maybe have German style dress with steins Event Performance Hierarchy of Customer Satisfaction Needs Basic Requirements Met Promised Requirements Met Satisfaction Scores from 4.5 –5.0 Attractive Surprises Met Satisfaction Scores from 1.0 –3.4 Satisfaction Scores from 3.5 –4.4 The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfac tion can be measured along a continuum and can be broken out into three major points: •Discontentment –customers needs are simply not being met. •Merely Satisfied –meeting customers needs, but not doing enough to distinguish among competition. •Delighted –meeting and exceeding the customers needs and expectations Terry Keiningham and Terry Varva, 2001,The Customer Delight Principle, Google Book Search, viewed 6/23/2008, http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9 VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_ result&resnum=1&ct=result 14 Attribute Satisfaction 15INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 89% 98%93%96% 84% 79% 4.5 4.8 4.7 4.7 4.4 4.2 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 0% 20% 40% 60% 80% 100% 120% 140% Overall satisfaction Friendliness of the beverage staff Knowledge of the staff/volunteers Friendliness of the staff/volunteers Parking/access Quality of the music Vail Craft Beer Classic -Attribute Satisfaction Ratings % Rated '4' or '5' 2020 Mean Rating 2020 One Change Comments 16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -One Change Comments •You guys did a great job under the circumstances •We had to refund a couple of tickets and Kristen was over the top amazing!! Thank you for a fantastic event! •We asked to sit in a shaded area within perimeters and staff said no, that all patrons must “congregate” together. Made no sense. Event should be held later in the day because of heat (or have tent set up for seating), better band, Food truck, And should be a min of 2 hours for the price. •This is specific only to me, the musicians were good, I just don't like that style of music. So, something different, or perh aps having a variety of music would be great. •The sessions were not long enough •The overall layout was a little confusing at first, but as things filled in it made more sense. One suggestion, maybe more signage. •The event was awesome! •Shade! •Provide some shade somehow. •Provide shade! Only complaint was it was very hot and no shade options. •Provide shade for patrons •Play music we can hear. Why not use the stage? There was just a couple of instruments paying in the middle of the event could barely hear. •Offer Shade Tents •Offer food •Nothing. It was great. •Nothing really strikes me as an area that could be improved. I enjoyed it very much just as it was. •Nothing it was great •Not sure anything, really enjoyed it. •Not really, we had a great time!! •NO, WE HAD A GREAT TIME! •My husband and I were impressed with the multiple actions taken to promote the health and safety of the participants. •More time •More snacks •More snack or merch vendors •More shade and more breweries/vendors. Longer run time, 2 hour minimum •More selection •More music •More clear directions on where to park and access the event •More breweries (and if so, longer tasting periods) but loved the format. •More beer vendors •Mid mountain location. One Change Comments 17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -One Change Comments •Make the time allotment longer or the price cheaper or just make it longer •Make the sessions longer •Make sure the band is at the stage all night so we can hear -otherwise, it was wonderful! Great job! •Make it two hours long instead of 90 mins! •Make it less expensive •Make it clear up front that you only have 90 minutes. I watched everyone around me get upset when the staff notified them that they had to leave. No one attending the event appeared to know that they only had 90 min. •Make it a full four hour event, the way it was advertised. Marketing is incredibly misleading. "Minimal snacks provided" means some jerky in a bag. Incredibly misleading if not outright stingy. How many people were alienated by this utter lack of transparency? I can spend $50 in a night and get way more bang for the buck. Never again. •Lower the price •Longer times to hang out and drink. •Longer time!! It was so fun!! •Longer time slots •Longer then 90 mins •Longer sessions! •Longer sessions •Longer session •Longer event time •Longer duration, less non alcoholic options. •Lengthen the tasting time •Lengthen the event to at least 3-4 hours. As mentioned, I attend Winter and summer beer fests here in boulder for longer periods and for less money and also not needing to pay for a hotel. •Keep up the great work! •Keep this years format. However VIP night should be enhanced or at least differ in vendors from the Saturday event •Keep it socially distanced and/or lower attendance numbers. •It would be great to make the time slots 2 hours instead of 1-1/2 hours. It felt a little rushed and could have been a lot more relaxing with a little more time. •It was well done! Maybe a good vendor? •It was great so as of now nothing •It was fabulous, I would only suggest breweries try to bring more experimental / true small batch beers vs. their more flagship'ish beers. •Include some food vendors •If the tickets stay it ends at 8:30pm, don’t cut people off at 8:10pm. Also, don’t let the staff clear tables when people are obviously still occupying their tables and drinking their beer. •If still socially distanced, consider longer windows of time. •I would recommend extending the event maybe an hour to give everyone to try and find a new favorite beer. We managed to visit all of the vendors, but it was close. •I understand the limitations this year due to COVID, however I think even an extra half hour (two hour sessions) would have given us more of an opportunity to sample more of the beer selections available. One Change Comments 18INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -One Change Comments •I thought the staff did a great job hosting a safe fun event •I think, all things considered with COVID, this was awesome. I wish we had more than an hour and a half (especially for the price) but other than that we had a great time. Wanted to stay longer! •I missed the food vendors. •I loved the social distancing version of event better. •Have tents set up for shade. •Have music all miked, the acoustic looked good but you couldn't hear it. more creative snack pack for patrons. •Have more strategically placed buckets for disposing liquid you don't won't to consume. ;) •Given the Pandemic, I'm not sure this is helpful feedback, but the grass was a little wet which made sitting down a little uncomfortable. •Given COVID it was understandable, but would very much like to see a lot more breweries participating. •Food, more tables, shade •Food trucks! •Food trucks or less restrictive time schedule would have been cool but it was a great event! •Food trucks and vendors hand out stickers •Food carts •Food •Food •Extend the time. •Everything was great! •Everything was great, can't think of anything. •Even though this year was socially distant, it worked. Please keep this format •Due to Covid and the limited time 1 1/2 wasn’t the quite long enough 2 hours would be better but awesome job! •Don’t change •Better signage from parking •Answer your phone calls or refund the one ticket you allowed me to purchase -needed 4 tickets so we did not attend but you took my money on the one ticket •An extra 30 minutes please •Added shade •Add some more food •Add more vendors and add food •Add food or more snacks •A few chairs •A bit pricy, maybe some shade •2 issues: I am in a wheelchair and the grass is tough. It worked out-I turned my friends into my beer runners. Second-We did have one person in our party that was not feeling well so we had them stay at home. No one at the event could provide direction to obtain a possible refund for that ticket. Media/Awareness Media/Awareness 20INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Media/Awareness "Other" Comments •We've been coming for years, and I get email updates now. •Walked to park the day before and saw the set up for the event •Town of Vail advertising •Thrillist website •Stumbled upon •Mother-in-Law •I proposed to my fiancé, and used the beer fest as the excuse to "Get away" It was a blast to celebrate at the festival after she said yes! •Google search of Vail events •Eventbrite •CSE Board •Attended in the past •Attended event the last 2 years 0% 20% 40% 60% 80% 100% Email Social Media Friends/Family Vail Craft Beer Classic Website Other (please specify)Newspaper Other Website 41% 25%20%13%10%6%5% Vail Craft Beer Classic -Media/Awareness (Multiple Response) 2020 Spending Habits Spending Habits 22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend $50,330 $38,258 $30,987 $4,515 $124,091 Vail Craft Beer Classic -Household Spending of Guests Staying in Paid Lodging (Only those who came for the Event) Lodging Spend is equal to only those who stayed in paid lodging within Vail. Spending Habits 23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $10,000 $20,000 $30,000 $40,000 $50,000 Dining Spend Retail Spend Activities Spend Total Spend $13,759 $8,786 $3,833 $26,379 Vail Craft Beer Classic -Household Spending of All Other Overnight Guests (Only those who came for the Event) $0 $2,000 $4,000 $6,000 $8,000 $10,000 Dining Spend Retail Spend Activities Spend Total Spend $4,294 $548 $393 $5,236 Vail Craft Beer Classic -Household Spending of Local and Day Visitors (Only those who came for the Event) Attendance and Revenue Generation Attendance and Revenue Generation 25INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross Revenue Generation for the Town of Vail. Total Attendance is the number of people that attended over the course of the event. Total People accounts for the average number of days people attended. Total People (Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the event, and is the sample set used for the estimated Gross Revenue Generation. Vail Craft Beer Festival estimated revenue generation for the Town of Vail: $189K (+/-20%). 662 651 592 $189,467 $-0 200 400 600 800 1,000 1,200 2020 Vail Craft Beer Classic -Estimated Attendance and Revenue Generation Total Attendance Total People Total People (Came for Event)Gross Revenue Generation Accommodations Accommodations 27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 79% 14%5%1%1% Vail Craft Beer Classic -Nights Stayed Categories (All Accommodations) 2020 N =94 Average nights stayed (all accommodations) -2.3 Average nights stayed (paid lodging in Vail) -1.6 0% 20% 40% 60% 80% 100% Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Day Trip VRBO, Airbnb, Etc. 45% 7%13% 2%9%9%15% Vail Craft Beer Classic -Accommodations 2020 N =121 Accommodations 28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 78% 4%3%3%3%2%2%1%1%1%1%1% Vail Craft Beer Classic -Town Stayed In (All Accommodations) 2020 N =121 Geographical Data Geographics 30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Colorado Texas Florida 84% 6%2% Vail Craft Beer Classic -Top Three States of Origin 2020 N =121 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State 9%9% 66% 16% Vail Craft Beer Classic -Market Segment 2020 N =121 Demographical Data Demographics 32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Self Spouse or significant other Friends Only Friends and Family Family (including children) Family (not including children) Group 4% 41% 20%21% 4%8%1% Vail Craft Beer Classic -With Whom Attended 2020 N =121 Demographics 33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children 22%20%22% 4%6% 26% Vail Craft Beer Classic -Family Status 2020 N =116 0% 20% 40% 60% 80% 100% Own Rent 85% 15% Vail Craft Beer Classic -Own vs. Rent Primary Residence 2020 N =115 Demographics 34INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% High School Some College Associates Degree (2 year) Bachelor's Degree (4 Year) Post Graduate Degree 2%6%9% 56% 28% Vail Craft Beer Classic -Education Level 2020 N =116 0% 20% 40% 60% 80% 100% Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+ 2%1%1%8%16% 42% 27% 4% Vail Craft Beer Classic -Income Categories 2020 N =106 Demographics 35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Male Female 39% 61% Vail Craft Beer Classic -Gender 2020 N =113 0% 20% 40% 60% 80% 100% 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 3% 21%18% 31%24% 3% Vail Craft Beer Classic -Age Categories 2020 N =104 Average age of respondents -45.9 Demographics 36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Hiking Attending festivals Music Festivals Traveling Grilling Kayak/boat/raft Camping Cooking Mountain Biking Spa 90% 67%66% 53%51%49%47% 31%30%30% Vail Craft Beer Classic -Top Ten Favorite Summer-time Activities (Multiple Response) 2020 Demographics 37INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Craft Beer Enthusiast Wine & Foodie Traveler Sports Enthusiast (hiking, biking, skiing) Outdoor Enthusiast (camping, hunting, fishing) Music Festival Enthusiast Health & Fitness Home Enthusiast (gardening, pet owner, avid reader) Arts & Culture (dance, music, theatre) Investment & Money Tech Enthusiast Hobbies & Interests (collector, crafts, home shop) Other (specify) 73% 56%55%52%51% 45% 41% 22%20% 13% 9%6% 1% Vail Craft Beer Classic -Lifestyle Categories (Multiple Response) 2020 Impact of Covid-19 Impact of Covid-19 39INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Not at all Impactful Not very Impactful Somewhat Impactful Very Impactful Extremely Impactful 25%16% 33% 21% 6% Vail Craft Beer Classic -How impactful was Covid-19 to your decision to attend events? 2020 N =121 0% 20% 40% 60% 80% 100% Not at all Comfortable Not Very Comfortable Somewhat Comfortable Very Comfortable Extremely Comfortable 1%1% 33%32%33% Vail Craft Beer Classic -Based on your experience during this event, please rate your level of comfort in attending larger scaled events in the future: 2020 N =121 Impact of Covid-19 40INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Concerts Sporting Events Participatory events Wine & Food Events Farmer's Markets Arts Festivals 24%27%21%31%26%20% 24%20%21% 21%28% 21% 25%26%29% 31%31% 31% 19%16%21% 12%13% 19% 8%12%7%4%2%9% Vail Craft Beer Classic -How likely are you to attend the following event types in 2021, even if attendance exceeds 5,000 people? Extremely Likely Very Likely Somewhat Likely Not Very Likely Not at all Likely 0% 20% 40% 60% 80% 100% I prefer events to get back to pre-Covid size and scale I prefer events to be smaller in scale and nature in the future 37% 63% Vail Craft Beer Classic -In general, would you like to see pre-Covid sized/scaled events, or would you prefer events to be smaller overall? 2020 N =120 Impact of Covid-19 41INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable •Widely spaced pods for the tasting •While we don't really know what works and what doesn't work -wearing a mask and social distancing seems to make people feel more comfortable •When I say COVID 19 was very important, that is to say because of COVID 19 I WANT to get out to events. I am tired of everything being cancelled and glad this event took place. At last, something approaching normal. I felt all precautions were being taken. •Wearing masks while at booths and the social distancing •We noticed there was actual enforcement of the protocols which was reassuring. •Wasn’t able to attend •Times alloted with smaller crowds and mandatory masks •There was plenty of space •The temperature check & squared-off tasting areas •The space of the area •The social distancing was fantastic! •The social distancing squares, the flags to stand when getting samples, one use cups •The separation of the tables and areas on the lawn •The seating area •The number of participants, the areas for tastings •The limited number of attendees and the spacing •The limited amount of people and the square sitting areas allowed for nice spacing. •The lawn space •The grids for setting up chairs. •The event was well managed. Instead of having one crowded day long event, the festival had multiple smaller time slots. We could maintain our space and try all the beers without lines. It was very well done. •The distanced tables •The disposable cups •The designated drinking tables, mandatory masks, and the trays •The box markings where groups could sit •The boundary lines for the tables. •Temperature check, social distancing, masks being required. •Temp checks, great space •Temp check •Temp •Tasting squares and timed entry •Squares/pods for each group, requirement of face masks when not in pod, disposable cups •Squares to sit in •Squared off sections for sipping. •Spacing, separate cups •Spacing of tables and at the beer stands •Spacing and amount of people (small) Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable •Spacing •Space, lots of it •Socially distanced group spots/squares •Social distancing precautions, temperature checks, verbal agreement of terms, really everything! •Social distancing •Social distancing •Social distancing •Social distance areas •Smaller # of attendees •Separation •Separated out seating sections by squares to ensure social distancing •Proper measures taken for social distancing •People distancing on the lawn •Open air was a big win •Only allowing a specific number of people at a time. •My square •Masks! •Masks, temp checks, sanitizer at every station •Masks, Social Distancing, Fun Referees •Masks while getting beers and common areas. •Masks wearing and social distancing. •Masks required, but allowing us to go back to an area with them off •Masks required, attendance limited •Masks required when not drinking, outdoor and spaced-out venue. •Masks ok •Masks & limited tickets •Masks •Mask wearing •Mask mandate •Marked spaces for sitting & the referee was AWESOME •Make •Loved having people bring beers back to their area to drink •Limited people and limited time •Limited number of people and masks •Limited number of people •Limited attendees Vail Craft Beer Classic -Protocols Which Made Respondent MOST Comfortable •Limited attendance and individual seating for each group •Limited attendance •Limited amount of people, mask wearing to receive drinks •Liked they Frisbee/tray. Enjoyed the boxed off seating areas, temp checks, and mask requirement •Lawn grid, hand sanitizer •I thought that the staff, venders and attendees were all respectful of social distancing. It was well run in terms of Covid protocol. •I really loved the setup in general! •I liked the placement of tables and disposable cups. •I am not that concerned about COVID •Having an area to stand at our table and sip •Grid layout on the infield •Face masks. Sitting area. Hand sanitizer availability. •EVERYTHING! GREAT JOB! •Everything was comfortable •Everyone had to bring their own chairs, sit in specific marked boxes •Distancing, masks, the painted squares made it easy! •Distancing and set up where great •Distancing •Distanced tables •Distance and and disposable cups •Designated seating areas; mask requirements; disposable cups •Designated seating •Designated mask areas •Designated group areas without masks •Designated areas for groups to sit, wearing masks when not in your square •Clever to have a friendly ref who was there to enforce any rule violators. A light-hearted way to remind everyone •Checking temp's at the door. Spacing on the lawn was great. •Capacity limits, distancing, loved the red flag soccer ref monitoring masks •Cap on tickets •Being outside and required mask wearing. •Being outdoors made it easy to distance/ not too crowded. •All was good •All the precautions are overkill. But I know you're doing what you have to do. •Airborne viruses cannot be contained or dissuaded by face masks and hand sanitizer. •The 6 foot squares Impact of Covid-19 42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Vail Craft Beer Classic -Protocols Which Made Respondent LEAST Comfortable •Wish there were walking lanes between squares •Wet grass. •We felt great about what they did •We appreciated the many actions taken to ensure the precautions were universally enacted. Nothing made us uncomfortable. •Wasn’t able to attend •Walkways through seating areas weren't really designated. •Waiting in the lines •Waiting in the check in line (not a big issue) •Unsure where there was a "mask zone" other than pretenses? •Unfortunately people walked through our pod on a regular basis. Additional separation would have been helpful. •Those no wearing masks or wearing them improperly •There wasn't a lot of room for people to line up at each tent without spilling into the tabled areas •There really wasn't anything that made me feel uncomfortable -if that was the case I would have stayed home. •The transfer of cups from vendors (but did not really bother me) •The lack of food options available •Taking temperature... would have been better to ask a series of questions. •Some servers removing masks to talk (I get that it's weird, but must stay on) •Some sections were a little narrow, making it tough to stay away from people •Seeing the event staff, and companies not using precautions/ protocols •Pouring of the beverages •People walking through your square to get to theirs. Not a lot of room, and some had their mask off by that point •People walking through the lawn not using aisles •People ignored distancing at check-in and while waiting to enter the event •Nothing. All went well. •Nothing! You did a great job! Vail Craft Beer Classic -Protocols Which Made Respondent LEAST Comfortable •Nothing made me feel uncomfortable. •nothing comes to mind, very well done, felt really safe •Nothing -fantastic execution! •None, was very comfortable with everything •None -you guys did an awesome job •None -not worried about it •None -it was easy to social distance •No shade! •needed longer sessions •N/A. The whole thing was comfortable. •N/A. I felt far more comfortable at this event than I had thought. Very well done •Masks •Lack of sanitizing by vendors. •It was a little hard to stay out of others space. Needed aisles, walkways or something. •I was comfortable with the precautions •I liked the square sitting areas, but some people weren't aware that they needed to walk on the lines and not through other peoples sitting areas. •I felt very comfortable the whole time •I felt very comfortable •I felt safe •I did not feel uncomfortable with any of the protocols. •I can't think of anything -you all did a fantastic job. •Flags in the ground. Everyone was tripping on them. •Everything was spaced out perfectly •Everything was fine, didn't feel uncomfortable or at risk at all •Beer suppliers •Bathrooms End of Report Replace with client logo 2020 VAIL CRAFT BEER CLASSIC MEDIA & INFLUENCER COVERAGE RECAP In the following pages, you will find a recap of all media and influencer coverage garnered for the 20 20 Vail Craft Beer Classic. In all, 17 pieces of media coverage were secured, resulting in 21,745,895 total potential impressions. Additionally, 5 pieces of influencer coverage were secured, resulting in 81,000 total potential impressions. Replace with client logo 2020 VAIL CRAFT BEER CLASSIC MEDIA COVERAGE The Know: Here are the summer festivals still happening 3,433,081 unique monthly visitors Westword: Dozens of things to do this summer around Denver 1,378,078 unique monthly visitors Vail Daily: Vail Craft Beer Classic set for Aug. 14-15, offering a ‘crowdless beer tasting’ with limited tickets 260,644 unique monthly visitors PorchDrinking: Vail Craft Beer Classic is this summer’s in -person beer fest 8,089 unique monthly visitors CraftBeer.com: A VIP experience for all at fourth annual Vail Craft Beer Classic 119,956 unique monthly visitors In Good Taste Denver: What’s in good taste in August 1,020 unique monthly visitors American Craft Beer: Shocker! An actual in-person beer festival this summer 7,950 unique monthly visitors Westword: The seven best food and drink events on this week’s culinary calendar 1,378,078 unique monthly visitors RealVail: Fourth annual, reimagined Vail Craft Beer Classic returns Aug. 14 -15 4,015 unique monthly visitors Westword: The six best events on the culinary calendar this weekend 1,378,078 unique monthly visitors Westword: The six best events on the culinary calendar this week 1,378,078 unique monthly visitors 303 Magazine: 27 thing to do in real life and virtually this week in Denver 193,842 unique monthly visitors Replace with client logo Vail Daily: Happening this week: Vail Craft Beer Classic, FAC at Beaver Creek and more 260,644 unique monthly visitors The Colorado Sun: Fun Stuff: Beer 100,000 e-newsletter subscribers Westword: Beer Calendar: Oktoberfest lagers, sour ales and tangerine dreams 1,378,078 unique monthly visitors Thrillist (Denver): Everything to do in Denver this weekend 9,088,186 unique monthly visitors Westword: The seven best events on the culinary calen dar this weekend 1,378,078 unique monthly visitors Replace with client logo 2020 VAIL CRAFT BEER CLASSIC INFLUENCER GIVEAWAY COVERAGE Kelsey Osborn & Andrew Wallace, @chow_milehigh Focus: Kelsey & Andrew of @chow_milehigh are a Denver-based influencer duo known for sharing their favorite places to find delicious food and drinks in Colorado. Followers: 16,200 Coverage: Instagram Post | August 9, 2020 View the live post with comments here. Total Engagements (Likes & Comments): 148 Replace with client logo 2020 VAIL CRAFT BEER CLASSIC INFLUENCER GIVEAWAY COVERAGE Coverage: Instagram Story | August 9 – August 13, 2020 Total Potential Story Impressions: 64,800 CHOW MILE HIGH CON’T ON NEXT PAGE… Contacts: Ryan Slater First Name: Ryan Last Name: Slater Linked User Form Kristen@tppevents.com 2019 CSE Reviews: 21121544 Name Attachments 21121544 No 21121545 No 21121546 No 21121547 No 21121548 No 21121549 No 21121550 No 21121551 No 21121552 No 21121554 No 21121555 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 Vail Craft Beer Classic Linked Form esaeger@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21121545 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 Vail Craft Beer Classic Linked Form alisonw@vailchamber.org Tag type:dynamic 2019 CSE Reviews: 21121546 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 Vail Craft Beer Classic Linked Form williambarrydavis@gmail.com Tag type:dynamic 2019 CSE Reviews: 21121547 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 Vail Craft Beer Classic Linked Form kimnewbury@gmail.com Tag type:dynamic 2019 CSE Reviews: 21121548 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 Vail Craft Beer Classic Linked Form mvalenti@vailresorts.com Tag type:dynamic 2019 CSE Reviews: 21121549 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 Vail Craft Beer Classic Linked Form markgordonvail@gmail.com Tag type:dynamic 2019 CSE Reviews: 21121550 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 Vail Craft Beer Classic Linked Form rkundolf@msn.com Tag type:dynamic 2019 CSE Reviews: 21121551 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 Vail Craft Beer Classic Linked Form sbiszantz@gmail.com Tag type:dynamic 2019 CSE Reviews: 21121552 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 Vail Craft Beer Classic Linked Form mvlaar@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21121554 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 Vail Craft Beer Classic Linked Form mmiano@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21121555 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 Vail Craft Beer Classic Linked Form jgross@vailgov.com Tag type:dynamic