HomeMy WebLinkAbout40. Vail Farmers_ Market _ Art Show_10-01-2020Events RFP 18/19/20/21: Vail Farmers' Market & Art Show
EVENT & APPLICANT OVERVIEW
0. Email contact
vailfarmersmarket@gmail.com
1. What is the name of your event/program?
Vail Farmers' Market & Art Show
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?
$64,650
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
$65,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
06/20/2021
7. Proposed Event/Program End Date
10/03/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
The Vail Farmers' Market will occur on 16 Sundays from 10:00 am- 3:00 pm. If COVID-19 continues, the market will open early to
at-risk individuals from 9:30 to 10:00 AM.
06/20, 06/27, 07/04, 07/11, 07/18, 07/25, 08/01, 08/08, 08/15, 08/22, 08/29, 09/05, 09/12, 09/19, 09/26, 10/03
8. Are your event/program dates set or could they changed?
Event dates cannot be changed
9. Name of person completing the application
Angela Mueller
9a. Title of person completing the application
Executive Director
10. Provide name of person or entity to whom the funding check will be cut.
Vail Farmers' Market
11. Mailing Address Street
PO Box 1978
12. City
Vail
13. State
Colorado
14. Zip Code
81658
15. Telephone number
(970) 401-3320
16. Email address
vailfarmersmarket@gmail.com
17. Event/program and/or organization website
www.vailfarmersmarket.com
18. Number of years organization has been in business
20
19. Organization's Mission Statement
The goal of the Vail Farmers' Market is to stimulate and enhance business on Meadow Drive in Vail. We want all guests to
purchase a unique item made in or from Colorado. The market promotes Colorado produce, livestock/fish, and exceptional
artisanal items.
20. Organization's Tax Status
Non-Profit (501C-3)
21. If applicable, please attach current State Department of Revenue Certificate with this application.
22. Does the event or program benefit a charity or organization?
No
EVENT DESCRIPTION
1. Is this a new or existing event/program in Vail?
Existing
1a. How many years has the event or program been produced in Vail?
20
1b. Please describe the location(s) of the event or program in previous years.
The event is held in the Vail Village, from the Mountain Haus on Meadow Drive to Vail Road. We include Willow Bridge Road to
Checkpoint Charlie.
2. Please provide a detailed description of the event/program and its activities.
The Vail Farmers' Market is entering its 20th year in Vail on Meadow Drive. We have entertainment for people of all ages and
demographics and bring people from all over to enjoy the Rocky Mountains on a Sunday. Guests can stroll down East Meadow
Drive in Vail while tasting treats from Colorado. The event started with just a few tents and grew to over 158 vendors for 16
Sundays of the summer, with a waiting list of artisans who want to join the Market.
In 2021, The Market will begin on June 20th and will go through October 3rd, 2021. As with 2020, if COVID-19 persists, we will
continue to work with COVID limitations, creating spaces between vendors and limiting the number of vendors in the Market. In
2020, we had 60 vendors. Hopefully, we will increase the number of vendors and add more events, including live music and kid-
friendly activities, but we will work hard to stay within up-to-date COVID-19 guidelines.
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.
N/A
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.
No
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
Use of Zero Hero Tents & staffing, Purchase carbon credits or offsets, 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, Provide water bottle filling stations
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.
Vail Farmers' Market and the Town of Vail have worked together with Walking Mountains to ensure 100% of discarded items are
composted and recycled. We will continue to enforce a strict recycling and composting regiment, with some needed leniencies
due to COVID-19. In 2020, we needed to be more lenient with our vendors as they readjusted their food to include takeout
packaging. This allowance was an exceptional situation, and we will ensure the event is as environmental and sustainable as
possible in 2021.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
158
2. Number of volunteers needed
0
3. Number of event/program staff
16
4. Estimate of total number of spectators/attendees anticipated
220,000
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
60,000
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
150,000
3. Estimate the number of international guests your event/program will bring to Vail
10,000
4. How will your event/program increase sales tax in Vail?
The initial design of the Vail Farmers' Market and Art Show was to bring guests into town on a day when it was often quiet. It has
grown to become one of the most well-attended events in Vail and one of the best farmers' markets in the state. We continue to
attract guests who regularly visit Vail as well as those who are experiencing Vail for their first time. These guests not only attend
the market (all purchases at the market contribute to sales tax revenue for the town), but they also shop in Vail businesses, which
benefits local hotels, stores, and restaurants and increases sales tax to the city.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
We often hear tourists comment that they lengthened their stay because of the Sunday market. In the summer of 2019, total
attendance was more than 220,000 people, with an average of 14,000 attendees each market. While 2020 needed to be much
smaller, we still saw many tourists and locals visiting the market and shopping in Vail stores. The market often encourages
people to prolong their stay, even when their conference or group benefit may be finished. We attract clientele from all areas of
Colorado and demographics and contribute to a vibrant and diverse economy.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
The Vail Farmers' Market and Art Show appeals to active guests who enjoy culinary events, one-of-a-kind artisanal items, and the
market's festive atmosphere. We bring people into Vail every Sunday all summer long and provide them with a great experience
and product that celebrates Vail's uniqueness and supports the Vail brand.
7. CRC - Event Timing: How is it the right event/program at the right time?
The Market brings tourists and locals into the town center at a time when it was previously quiet. The event is held on Sundays,
providing a reason for guests to extend their visit and stay one more day in Vail. Sundays are also generally a day off for locals
and their families to relax and explore the Vail center and buy healthy, locally sourced groceries for the week.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
With COVID-19 requiring people to stay home and isolate, the Market gives guests something to look forward to - an opportunity
to get out of their house on the weekend, socialize at a proper distance, and shop outdoors. Now more than ever, the Market
provides a vital societal element in everyone's mental health, attracting visitors and locals alike. It creates a sense of community
in Vail by bringing people together; locals enjoy lunch out, purchase fresh produce, and visit with friends. Tourists enjoy the
colorful activities and purchase items that will remind them of their wonderful time in Vail. The event gathers people from near
and far, renewing their sense of Colorado pride in craftsmanship and locally grown foods and providing a venue to spend quality
time with friends and family. We see additional guests coming for 2021, and if the COVID regulations are still in place, we will
follow the guidelines we have written this year.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
The market is planning on increased its produce selection for 2021, and we have seen an increase in guests and locals
purchasing their produce in Vail. COVID-19 caused a change in our regular vendors; some decided not to participate, and others
joined on. The difference in vendors provided the opportunity to view new vendors and created a larger pool of varied products.
While we will continue to have old favorites, we regularly feature new artists to give the market a fresh feel. We will also look into
reintroducing artists to perform music on Sundays throughout the market. We will add additional, ambient music in quiet spaces,
as long as COVID allows. We will not plan on large gatherings for any of our events.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
The Market provides an enjoyable experience that celebrates Vail. In 2020, guests could get out of the house and have fun in the
fresh air, which helped distract and uplift their spirits as they could shop in a safer, outdoor venue. In 2021, the guests can taste
new, fresh foods from local restaurants, explore novel artistic ideas from Colorado-based artisans, and bask in the warm summer
atmosphere of Vail. In the future, we are hoping kids can once again enjoy the bouncy castle, ride the mechanical bull, and meet
up with friends next to the river. COVID- willing, Music at the Market and local bands will once again entertain guests as they
walk through the Market. The glorious summer environment, the outdoor venue, and the Market will prompt many of our guests
and locals alike to return in the future.
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.)
The Vail Market has a market reach of the entire US. We have worked with Think Big Media, and as long as we can move forward
and utilize our PR, we will have coverage in NY, California, The Front Range, Texas, and more. We have over 500k Media
Impressions from 2020.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
The marketing plan will continue to grow for the 2021 season. Our PR company, Think Big, will help ensure our name expands
further into national and local outlets. We will continue our website, social media, and our advertising throughout the summer.
The Vail Daily, Westword, Vail Valley Magazine, Mountain Living Magazine, FOX31, Examiner.com, Colorado Meetings and Events,
Mtn. Town. Magazine, Bindu Media, The Denver Post, 5280, Expedia, Mountain Living, Newsweek, USA Today, NY Times, Food and
Wine, Food Network were at the market in the 2019 season, and we look forward to rekindling these relationships this next
summer in ways that are COVID-19 friendly.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
Ren Events has produced events in Vail and around the United States for the past 22 years. Our events have run from weddings,
town events, to Food and Wine and the unique Farmers Market & Art Show.
With the onset of COVID-19, we have been engaged internationally, nationally, statewide, and locally finding solutions to running
the Market as safely as possible. We have worked with local and national sponsors, formulating ideas on how to move forward.
This work has provided us with valuable knowledge we can use for all future events. The Vail Farmers' Market met a challenge
successfully and safely helped bring a sense of community back to town during a time of uncertainty.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
Since early in the outbreak of COVID-19, Vail's businesses, the Vail Farmers' Market board, and the Town of Vail have strongly
endorsed holding a live Vail Farmers' Market in town. These requests to support the Vail economy were pitted against the
presence of a global pandemic, where staying at home was the safest option. We fully understood the seriousness of COVID-19
and were torn with opening a market that draws thousands of people to Vail.
In the end, we decided to hold the Market, but to operate as safely as possible with the pandemic, and have worked feverishly
since March to institute regulations. We created COVID-19 guidelines that have been adopted by Farmers' Markets throughout
the state, initiated new rules on market vendors and attendees, purchased personal protective equipment, and implemented a
ticketing system to regulate volume and one-way flow of guests. We also provided extensive signage reminding people of the
risks and the mask requirement, and have increased the number of employees to manage social distancing and inform guests of
the new requirements and responsibilities. To allow vendors and guests who chose not to, or could not, go into public spaces to
participate, we created a Virtual Market and provided shipping as well as curbside pickup. We worked hard on informing our
vendors, held multiple Zoom meetings before the Market opened for the season, and asked our vendors to fill out forms and rules
to ensure they understand the new regulations and talked to them in person at the Market. We instituted check-in points at the
Market to limit the number of people and used these stations to inform our guests of the guidelines and their responsibilities, as
well as using social media, our website, and every possible avenue we could think of to educate our guests.
The Vail Farmers' Market was a success this year, despite the COVID-19 outbreak and continued presence in Eagle Valley. The
fact that VFM was a success for Vail, the town's businesses, the market vendors, and the market guests, all while under financial
limitations and the stress of catching and spreading a virulent, deadly disease speaks to the Vail Farmers' Market's flexibility. We
have great respect for the public health orders and will continue to follow the strictest recommendations set by the government
and act in the best interest of the community as a whole.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
Since early in the outbreak of COVID-19, Vail's businesses, the Vail Farmers' Market board, and the Town of Vail have strongly
endorsed holding a live Vail Farmers' Market in town. These requests to support the Vail economy were pitted against the
presence of a global pandemic, where staying at home was the safest option. We fully understood the seriousness of COVID-19
and were torn with opening a market that draws thousands of people to Vail.
In the end, we decided to hold the Market, but to operate as safely as possible with the pandemic, and have worked feverishly
since March to institute regulations. We created COVID-19 guidelines that have been adopted by Farmers' Markets throughout
the state, initiated new rules on market vendors and attendees, purchased personal protective equipment, and implemented a
ticketing system to regulate volume and one-way flow of guests. We also provided extensive signage reminding people of the
risks and the mask requirement, and have increased the number of employees to manage social distancing and inform guests of
the new requirements and responsibilities. To allow vendors and guests who chose not to, or could not, go into public spaces to
participate, we created a Virtual Market and provided shipping as well as curbside pickup. We worked hard on informing our
vendors, held multiple Zoom meetings before the Market opened for the season, and asked our vendors to fill out forms and rules
to ensure they understand the new regulations and talked to them in person at the Market. We instituted check-in points at the
Market to limit the number of people and used these stations to inform our guests of the guidelines and their responsibilities, as
well as using social media, our website, and every possible avenue we could think of to educate our guests.
The Vail Farmers' Market was a success this year, despite the COVID-19 outbreak and continued presence in Eagle Valley. The
fact that VFM was a success for Vail, the town's businesses, the market vendors, and the market guests, all while under financial
limitations and the stress of catching and spreading a virulent, deadly disease speaks to the Vail Farmers' Market's flexibility. We
have great respect for the public health orders and will continue to follow the strictest recommendations set by the government
and act in the best interest of the community as a whole.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
10,972
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$14,000,000
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?
$560,000
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.
In the summer of 2019, we brought over 218,000 people into the Vail community. The Market produced approximately 10,954
room nights throughout the summer, with an average nightly rate of $247. We track room stays by survey every Sunday of the
Market. The estimated gross revenue generated was 14 million dollars.
We do not have survey results back from 2020, as the event is still ongoing, and of course, the 2020 year was much different
than the past; limitations on lodging and businesses due to COVID-19 cut down on guest visits. The Market also cut back to
feature only essential businesses and experienced one shutdown in July when the virus spiked. In 2021, we would love to see
things return to a more normal situation and have the ability to invite more guests into town. Sales tax brought in from the
Market is typically close to $560,000 alone.
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 funding will be used to continue to work through COVID-19 changes, such as purchasing PPE, hand sanitizer, and staffing to
limit the number of people in the market and ensure physical distancing is taking place. The funds will also help us innovate new
solutions to developing problems as the virus progresses and heal from losses incurred due to the virus. We will also use the
funds to ensure the market is a true farmers' market and Colorado artisan event, as well as place the Vail brand into the events.
The funding will help with press coverage, public relations, and advertising for the event. The funding will ensure the event is
marketed well and goes smoothly.
2. Please upload the provided complete event/program budget template here.
VFMt2021 budgetvsfinal).xlsb
3. What percentage % of the total event/program budget is the CSE being asked to fund?
36
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
The event will occur fewer days, and we may have to charge for entrance into the market to pay for an increased need for
staffing due to COVID-19 and the event's size.
5. Should the CSE decide not to support this event/program at all, will it still occur?
Yes
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.)
88,315
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.
VFM Marketing Plan 2021.pdf
1. Objectives: What are you trying to accomplish through your marketing efforts?
The Vail Farmers' Market aims to bring guests of all demographics into the Town of Vail to spend their money with our vendors
and local businesses. To do this, we promote the market in all avenues (physical and virtual) to remind our regular guests and
inform new guests of the market's presence and expand our reach across the city, county, state, and country.
2. Strategy: How will you meet your objectives?
We will continue to provide fresh press releases and print advertisements as well as social media. Each week, we send out
multiple social media updates featuring our vendors and products. We will focus on local, regional, and national advertisements,
drawing more people to come to Vail from the front range and vacationers from other states. Our PR company, Think Big, will
ensure our name is reaching local, regional, and national outlets. We will have advertising and articles throughout the summer in
the following outlets:
The Vail Daily (3 ads per week)
West Daily
Westword
Vail Valley Magazine
Mountain Living Magazine
Westword
Mountain Town Magazine
Mountain Town Magazine Online
FOX 31
Denver Post
Examiner.com
Colorado Meetings and Events
Bindu Media
5280
Expedia
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.)
Activation opportunities include advertisements in banners, newspapers, social media, magazines, and world of mouth. We
advertise the Town of Vail on our website and encourage and incorporate local Meadow Drive merchants into the Market.
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, Print - National, Editorial, Radio, Television, Online Event Listings, E-newsletters, Web, Media
Plan/Public Relations, Grassroots, Facebook, Instagram, Twitter, Posters, Rack Cards, Flyers, Event/Program App, Signage –
Banners, etc, Co-promotions, Partnerships, Local Vail Businesses, Concierge Visits
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Kate Lessman
6b. Telephone Number
(303) 325-3036
6c. Email Address
kate@thinkbigmediapr.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$22,500
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$25,000
2. Please list your confirmed sponsors or partners.
In 2019, we had Food Network, Verizon, Tahoe Kitchen, Slifer Smith and Frampton, Town of Vail, Vail Resorts, Grappa Wine and
Spirits, Vail Daily, Avid Designs. Understandably, a few of these sponsors were not available to help in 2020, but we are hopeful
they will be able to return in 2021.
3. Please explain the potential for additional sponsorships or partners.
We are working on additional sponsorships from GMC, Mercedes, Nissan, and Maserati.
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.)
2021 VFM Sponsorship Deck.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?
The market has not yet ended. We will do our wrap-up on the 4th of October, but survey results will not be available in time.
REQUIRED ATTACHMENTS
2020 Event Recap
VFMWrap up 2020.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
VFM Board of Directors2020-2.pdf
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
www.vailfarmersmarket.com
Recent Coverage
• The Denver Ear (article and social media)
• Denver Post The Know
• KDVR FOX Denver
• DiningOut Denver/Boulder
• Mountain Living
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
5vS9itUtRbKL0+hhNlbOGg.jpg
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
61602960133__B42A5728-B573-4256-85C1-D652772086BC.jpg
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
PHLXzlo3QQmX1tIahkRjOg.jpg
RFP QUESTIONS AND KEY MEETING DATES
We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be
scheduled over email as well.
Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com
Friday, August 30: Submitted questions and answers will be emailed to applicants.
Wednesday, October 2: Regular CSE Meeting, Recaps will be presented
Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting.
Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting.
Tuesday, November 5: The Town Council will review the CSE funding allocations.
Wednesday, November 6: Regular CSE Meeting
Thursday, November 7: Applicants will be notified of their preliminary funding allocations.
Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding
decisions.
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Linked Contact
Angela Mueller
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Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
VFMt2021 budgetvsfinal).xlsb
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
VFM Marketing Plan 2021.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.)
2021 VFM Sponsorship Deck.pdf
2020 Event Recap
VFMWrap up 2020.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
VFM Board of Directors2020-2.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
5vS9itUtRbKL0+hhNlbOGg.jpg
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
61602960133__B42A5728-B573-4256-85C1-D652772086BC.jpg
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
PHLXzlo3QQmX1tIahkRjOg.jpg
Attachment: VFMt2021-budgetvsfinal).xlsb
This file format cannot be displayed in a PDF.
VFM Funding Request for 2021
Proposed Dates: June 20th - October 3rd, 2021
Sundays, 10:00 - 3:30 pm.
If necessary due to COVID-19, we will have an at-risk time slot from 9:30 -
10:00 am.
The VFM is the most well attended event in Vail. Despite COVID-19
limitations, we had many people visit the market this year. If possible, we
plan on having the Vail Jazz Foundation return to the market and
potentially increase the number of vendors, which was cut back due to
physical distancing. The 2020 market had 84 vendors, including Vail
Businesses selling unique Colorado items.
The market already has a loyal following, and to enhance the market for
both our regular guests and new ones, the we aim to create specialized
events that remind guests and locals to support the market each Sunday.
Our Food Network Sponsorship makes our presence known nationally.
Our marketing for the event will be year round: Recipes, hints, ideas will
be readily available online, as will our online market. The marketing this
year will be increased in the Front Range to ensure we are attracting
new visitors to come be entranced with Vail.
We will be working with our marketing committee to ensure best use of
our money and continue to work on social media with Facebook,
Twitter, Pinterest, and Instagram.
Eblasts we will have two per month from May - October, to remind
people about the market, give them recipes and ideas and let them know
what is new at the market.
We will be having virtual Chef Demonstrations this year and will ensure
they coincide with the Farm to Table series and will be promoted on
both avenues to garner interest for the chefs of Vail.
1
Local Print Ads: We will continue with two ads per week with the Vail
Daily and we will continue with ads in June, July, August and
September, 2021 in 5280.
We will continue with the postcard and poster that will go out to all the
concierges and hotels and businesses in town.
Target Audience: The Vail Farmers’ Market guest is a visitor to Vail. We
get both the national visitor and local Colorado visitor. The key target
markets that we see and work with are:
❏Chicago
❏New York
❏Denver/Front Range
❏California
❏Texas
❏International
❏Montana
Strategies for marketing:
●Leverage sponsorships to attract more participation in the 2021 Vail
Farmers’ Market
●Incorporate sponsors in all marketing outreach from eblasts to social media
and public relations outreach, when appropriate.
●Work on ideas for ractivations for all sponsor interest.
●Work with sponsors to identify additional opportunities to reach their
customers with the Vail Farmers Market message.
CUSTOM SPONSORSHIP PACKAGES Each sponsor has been offered a
sponsorship that enhances their brand .
●Continue to work with Vail Resorts to leverage marketing resources.
●Ensure Vail Farmers’ Market is listed on the Vail.com calendar listings.
2
●Coordinate any social media posts/presence through the Vail Facebook,
Twitter, Instagram, Pinterest, and blog channels.
●Develop a strong local and regional advertising buy to promote the Vail
Farmers’ Market.
●Leverage sponsorships to expand the advertising reach of the event
nationally.
●Leverage public relations to garner news stories about Vail Farmers’ Market
before and after the event.
●Utilize social media to communication with Vail Farmers’ Market guests
●Use promoted posts and pay per click on Facebook to expand awareness of
the event.
●Update the website often to keep up to date about anything new happening
or being a part of the market.
●Identify join venture marketing opportunities.
●We will be working with the local events when/if they occur next year Vail
Valley Foundation for 2020, Vail Resorts, Beaver Creek Resorts, Bravo, Vail
Jazz
Timeline
●Marketing will begin and continue from October 2020 till October 2021.
There are bi-monthly eblasts during off-season months.
●1st Postcard in May: Send to all businesses in Vail and lodging
●2nd Postcard in July Sent to all businesses in Vail and lodging
●Eblasts all sent to concierge list, property management list and Taste of Vail
list.
●Eblast sent to Vail Resorts for them to use as much info about event in their
newsletters.
●5280 Ads: Follow contracted dates: use ads dependent on artwork done
●Press Releases: have 8-10 within year
Measurement
We will use this information for sponsorship/improvement of event and our
continued movement forward for 2020
• Revenue from sponsorships
• Attendance survey points
3
• Survey results
• Media coverage
Market: June 20-October 3, 2021
Farm to Table Series: July 9th, July 23rd, August 6th,
August 20th, and September 3rd
Vail Farmers’ Market & Art
Show
&
Farm-to-Table Series
2021
The Vail Farmers’ Market & Art Show brings in over 221,000 guests every summer.
The Vail Farmers’ Market and Art Show brings the active outdoor enthusiast into
town to explore the streets of Vail. The market has created a sense of community
where locals can have lunch and purchase their produce and crafts and tourists
come and enjoy the outdoors while they shop in Vail.
We offered activities for the culinary, active outdoor enthusiast to enjoy. The 2019
survey found that hiking, mountain biking, road biking and travel are all reasons the
guests came to Vail.
The Market presents Colorado grown produce, meats
and artisanal food products, food booths showcasing
some of Vail’s top chefs and premier restaurants, and a
variety of high quality arts and crafts as well as
multiple entertainment venues with musical
entertainment, kids activities, cooking demonstrations,
and more.
The Demographics:
Affluent
Health-conscious, active, fresh food and fine dining
enthusiasts, home entertainers and cooks.
The attendees of the Vail Farmers’ Market come
equally from the Denver/Front Range and
attendees who are out of state: primarily Texas,
Florida, California, New York and Southern
America.
Attendance:
Popularity of this event increases each year, and in
2019 total attendance was over 14,000 each Sunday.
26% have income above $500,000
54% have income from $100,000-$499,999
Average age bracket of attendees:
72% were between the ages of 25-64
59% were male
41% were female.
13% came with dog
Home address of Attendees:
Local: 33%
In State (non local): 24%
Out of State: 42%
International: 2%
Marketing
500k media impressions in 2020
Customized pitches for social media dependent upon Sponsorship
Sponsorship
$30,000: Premier Sponsor
Logo on website as Premier Sponsor of The Vail Farmers’ Market & Art Show and Farm to table
Series
Logo in newspaper ads
Ads and Logo in Social Media
10 X 10 space at 17 Market days
Special Activation Space on 7 market days: IE: extra tent space, Info booth 20 x 20 space for 7
days- for your approved activation
Sustainable Sponsor is included in premier sponsor for Sustainability and have water stations with
logo and name on it.
$20,000 Platinum Sponsorship
Logo on Website as the Platinum/Vehicle Sponsor of the Vail Farmers’ Market & Art Show
Logo in Newspaper ads
Ads and logo in Social Media
10 X 10 Space at Market for 17 Market Sundays
Special Activation for 4 Sundays: Ie: 20 X 20 Space, in which you can create your activation
Sponsorship
$15,000: Silver Sponsor
Logo on website as Presenter of The Vail Farmers’ Market & Art Show
Logo in newspaper ads
Ads and Logo in Social Media as Silver Sponsor
Farm to Table dinner sponsorship
10 X 10 space at 17 Market days
Special Activation Space on 2 market days: IE: extra tent space, Info booth, 20 x
20 space for special presentation
$10,000 Bronze
Logo on Website as the Platinum/Vehicle Sponsor of the Vail Farmers’ Market &
Art Show
Logo in Newspaper ads
Ads and logo in Social Media
10 X 10 Space at Market for 17 Market Sundays
Contact Info:
Angela Mueller
Director
970-401-3320
vailfarmersmarket@gmail.com
www.vailfarmersmarket.com
Wrap up 2020
1
Vail Farmers’ Market and Art Show:
June 21st - October 4th, 2020 Sundays
Tickets are available on the website at
www.vailfarmersmarket.com
This allowed us to keep our numbers within COVID guidelines.
9:30-10:00 AM Immunocompromised Conditions time
10 AM- 3:00 PM Eventbrite ticket times every 10 minutes
Event Producer:
Ren Event Productions & Meadow Drive Partnership:
Angela Mueller, Director
Office: 970-401-3320
vailfarmersmarket@gmail.com
2
Standard of Excellence met by:
The Vail Farmers’ Market and Art Show brings the active outdoor enthusiast into town
to explore the streets of Vail.
The market has continued to create a sense of community where locals can get their
lunch to enjoy in one of the parks in Vail and purchase their produce and crafts and
tourists come and enjoy the outdoors while they shop in Vail.
•We worked on having a virtual market where guests could order
•The Vail Market makes Sundays, even during COVID, the busiest day in town for many
businesses.
3
Event Strengths
We brought in 5,500 people each Sunday this summer. This was based on Ticket Sales and our
counters that we had at each entrance.
The event markets Vail:
The Vail Farmers’ Market and Art Show Increased business for the town of Vail from
June 23rd to October 4th, 2020.
The Farmers' Market added value to the guest experience in Vail. The Vail Farmers’
Market and Art Show gave visiting tourists a reason to stay in Vail. There were very few events
occurring anywhere this year. We saw guests staying to be outside and shop.
Our net promoter score NP was 95 in 2019. This year we shall see when survey comes in.
The Market brought in revenue to Vail. We saw the guests visiting buying and we saw them visiting
shops and restaurants every Sunday.
Each year we have seen this grow. Colorado visitors have a reason to come back
another weekend after visiting.
4
Event Strengths & Weaknesses
The Vail Farmers Market increased visitors to Vail during this COVID year. We ensured we followed
safety protocols and our space and structure allowed guests to browse for the first time for many
since COVID hit.
We enhanced our Market by showing how buying local truly works. Our virtual market allows guests
to buy their items for pickup or to be shipped to them. We still collected sales tax when items were
shipped. We see this making the Market 365 days a year. We will be able to introduce our new
vendors and keep our vendors going year round.
Our ads encouraged folks to come to Vail to discover that Vail is like nothing on earth.
We provide hotels with information about all our events.
We required all our vendors to wear masks and asked anyone that came through the market to have a
mask on. We had 96% of the guests wearing masks while they were within the market.
A weakness we found was the disconnect during COVID. We dealt with more hate and anger than we
ever have. My staff has done a tremendous job of thanking everyone for wearing a mask while at the
market. 5
Event Strengths & Weaknesses
We have created a venue where the locals are able to come and purchase their produce and
specialty items and the tourists can come and enjoy the day with the outdoor shopping.
We saw this each Sunday; locals coming back and the visitors. The restaurants and
shops all say Sunday is their best day and this continued. We have a jurying process and all
vendors that are not Vail businesses need to be selling Colorado made items.
The advertising that we have received from Vail Daily and social media has put our market out
There and allowed us to let guests know we have different ways to shop (Virtual or live). Most
understood that they were to get a ticket to come to the market.
6
Visitor Intent
Satisfaction ratings:
Net Promoter Score is 95 in 2019- TBD for 2020
TBD of visitors are “very” or “extremely likely” to return in the
future
Overall Satisfaction- TBD
TBD of the attendees came to Vail, CO specifically for the Market.
7
Event Budget 2020
Total event budget: 2019 attached
• CSE funds received for 2019: $45,000
• Profit and loss: attached
• Funding utilization:
The CSE funds were used for truly changing the event.
With COVID regulations we had to have our vendors 6-10 feet apart. This, with utilizing the same
space as we have in the past had our vendor numbers go from 158 to 60.
• In-kind sponsorship: The Vail Farmers’ Market & Art Show has in kind sponsorship from
the town for garbage pickup, The Town of Vail with help for keeping our composting
program going. We also have an in kind sponsorship with the Vail Daily.
• Cash sponsorship: Our sponsorship was with the Town of Vail and GMC and Tahoe Kitchen this year.
We had plans for Food Network, La Croix, Slifer Smith and Frampton and Liv Sothebys.
We had to hire up to 15 staff for each market. This cost was covered by the CSE funding. We thank you
for this support, as it was needed for us to follow the COVID guidelines.
8
Event Budget 2020
Attached: See pdf
.
9
Estimated Results
Demographic Profile
Attendees came from (local, regional, out of state, International):
Local: 37%
In State (non local): 29%
Out of State: 15%
International: 2%
We will send updated wrap up after market ends.
10
Sustainability Efforts
We are 100% compostable event (with exception of water bottles). The vendors are fined
if they have products that are not compostable.
This year we had times that the vendors were unable to get 100% compostable due to COVID. They all
understand as long as they can get compostable, they will use it.
We had the compostable stations around the market all days of the market. This was
maintained by the Walking Mountains. It was a huge success and the only way the
market could do this is through the town subsidy. We thank you for this.
11
Topline Marketing Efforts
12
Topline Marketing Efforts
13
Thank You
•We want to thank The Town of Vail for being a part of this event that has
evolved and grown each year. We look forward to many more years. We
cannot do this without the support of our sponsors.
2021
●We will be looking at doing chef demos for 5 of the Sundays of the
market
●Market is June 2oth - October 3, 2021: Sundays from 10am - 3:00 pm
●We will be purchasing wagons to help guests with their produce and
purchases get back to their vehicle. We would love for this to be a part
of the sponsorship with the Town of Vail.
Please feel free to call us regarding any questions.
970-401-3320
vailfarmersmarket@gmail.com
14
VFM Board of Directors
1.Marc Levarn: President
2.Jonathan Stauffer: Treasurer
3.Eric Beylee: At Large
Attachment: 5vS9itUtRbKL0+hhNlbOGg.jpg
Attachment: 61602960133__B42A5728-B573-4256-85C1-
D652772086BC.jpg
Attachment: PHLXzlo3QQmX1tIahkRjOg.jpg
Contacts: Angela Mueller
First Name:
Angela
Last Name:
Mueller
Linked User Form
vailfarmersmarket@gmail.com
2019 CSE Reviews: 20938297
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