HomeMy WebLinkAbout41. Taste of Vail_ Spring_10-01-2020Events RFP 18/19/20/21: Taste of Vail, Spring
EVENT & APPLICANT OVERVIEW
0. Email contact
info@tasteofvail.com
1. What is the name of your event/program?
Taste of Vail, Spring
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?
$46,800
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
03/31/2021
7. Proposed Event/Program End Date
04/03/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
3/31/21 Seminars and Winemaker Dinners throughout the town
4/1/21 Seminars and Winemaker Dinner throughout the town
4/2/2021 Celebration of the Mountain and Debut of Rose
4/3/2021 American Lamb Cook-off and Grand Tasting
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.
Taste of Vail
11. Mailing Address Street
PO Box 5663
12. City
Vail
13. State
Colorado
14. Zip Code
81658
15. Telephone number
(970) 401-3320
16. Email address
info@tasteofvail.com
17. Event/program and/or organization website
www.tasteofvail.com
18. Number of years organization has been in business
31
19. Organization's Mission Statement
The Taste of Vail's Goal is to enhance Vail's image, position, and reputation as a world-class resort with a serious commitment to
fine food and wine and to promote the Vail culinary lifestyle. We aim to bring guests into town to stay in Vail lodging, frequent
Vail businesses and enjoy meals created by Vail chefs. This year with COVID-19, the restaurants will have less staff and limited
ability to participate in events. We are working with restaurants to create an event that works for them.
20. Organization's Tax Status
Not-for-Profit (501C-6)
21. If applicable, please attach current State Department of Revenue Certificate with this application.
501cnonprofitformTOV-2.pdf
22. Does the event or program benefit a charity or organization?
Yes
22a. Please name and describe the beneficiary
A portion of our proceeds goes to Habitat for Humanity to create housing opportunities for the working class in the Vail Valley.
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?
30
1b. Please describe the location(s) of the event or program in previous years.
Due to COVID-19, the 2021 locations may differ from our past sites. To mitigate some of the COVID-19 risks and awaiting public
health updates, the Taste of Vail will hold all events outside except the smaller wine dinners/seminars.
1. Beginning Wednesday and continuing throughout the four days of events, there will be a series of winemaker dinners and
seminars at various hotels, ballrooms, restaurants, and homes across Vail and Lionshead.
2. At this time, Friday will be the Mountain Top Celebration on the streets of Vail with a Rose Celebration. If possible, we will work
on having Mountain Top on Eagles Nest.
3. Saturday will be the Grand Tasting and Lamb Tasting in Vail on Meadow Drive and Willow Bridge Road.
2. Please provide a detailed description of the event/program and its activities.
For the past 30 years, The Taste of Vail has been a premier food and wine festival introducing and educating visitors and locals to
culinary delights and fine wine. The Taste of Vail festival is comprised of a variety of events in locations throughout Vail.
The 2021 Taste of Vail will kick-of with the seminars and wine dinners at restaurants that can participate. The popular Debut of
Rosé featuring the latest rosé releases from various wineries will move to Friday and held in conjunction with our new "Mountain
Top Tasting." We are not taking the mountain off the list; however, pending updates in public health restrictions due to COVID, we
are planning to have Rose and celebrate the mountain on the streets of Vail. The next day will feature the American Lamb
Cookoff and Grand Tasting sponsored by the American Lamb Board. There will be wine seminars and dinners throughout the
week.
We will be working with the restaurants to ensure we are creating the best event for them.
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.
The Taste of Vail has contacted all venues for the main events. We have a five-year plan with Vail Resorts for the Mountain Top
tasting. We know we may not utilize the mountain this year, but we are keeping options open to hold the event at Eagles Nest if
COVID-19 regulations change drastically.
The locations for the smaller events are still being confirmed. The winemaker dinners and seminars will be held at various
locations throughout Vail and Lionshead, based on size and safety due to COVID-19.
The Parade of Homes and private dinners are currently in development with several local families, as are many public and private
parties in restaurants throughout town celebrating the 30th anniversary of the Taste of Vail.
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.
At this time, all events will take place within Vail. If there is a change in the COVID-19 regulations, we will have the Mountain Top
Tasting on top of the Eagle's Nest Gondola.
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,
Provide water bottle filling stations, Partner with a upcycler or hard to recycle vendor for re-use of event materials (Terra-Cycle,
Green Guru, Gillibags, etc)
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.
The Taste of Vail strives to be a zero-waste event. Currently, our waste is 90% compostable and 10% recyclable. We will try to
continue this trend into 2021 by ensuring all items comply with the current recycling and composting system in the Valley.
However, we may need to use more plastic gloves and disposable face masks (or provide cloth) due to COVID-19 regulations.
Safety is our top priority at any event, and sustainability is a close second. It is a priority to our organization, and we dedicate a
significant portion of our funding and labor to ensure compliance.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
150
2. Number of volunteers needed
175
3. Number of event/program staff
10
4. Estimate of total number of spectators/attendees anticipated
10,000
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
4,500
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
6,800
3. Estimate the number of international guests your event/program will bring to Vail
100
4. How will your event/program increase sales tax in Vail?
The Taste of Vail holds its events during the town's quieter times to increase Vail's guest traffic. We work alongside Vail Resorts
to ensure our weekend is at a non-peak time for the mountain. We bring in destination guests to stay at hotels in town. We have
planned our events to maximize the time guests spend in Vail frequenting restaurants and local businesses, thereby increasing
sales and sales tax revenues.
The Taste of Vail brings in over 8,000 guests, most of whom stay locally. In addition to ticketed guests, over 50 wineries attend
our event, each with a group of 5 or 6 representatives that stay from Wednesday, March 31- Sunday, April 3. Our goal is to make
sure that everyone involved in the event has time to explore Vail and experience the ski resort, local shops, and restaurants,
bringing in revenue for the weekend and encouraging guests to visit again in the future.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
The Taste of Vail Wine & Food Spring Festival goals directly align with those of the Vail Town Council. The Taste of Vail brings
guests into town during normally quiet times of the season and provides a high-quality event. The Taste of Vail demonstrates the
exceptional services Vail can provide and familiarizes out of town guests with the unique recreational activities available here.
Our events focus on the culture of Wine and Food and provide highly knowledgeable professionals from the area to educate
guests about culinary possibilities. Each event at the Taste of Vail uses 100% recyclable or compostable materials to emphasize
the importance of sustainability and reduce the impact on the environment.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
The goal of Taste of Vail is to enhance Vail's image and reputation as a world-class international resort with a serious commitment
to fine wine and food. We do this by highlighting Vail's unique culinary lifestyle. Our event provides Vail residents and guests
access to exceptional wines and brings them in direct contact with winemakers, restaurant owners, and renowned chefs. We are
proud that this event provides access to individuals and information that is difficult to duplicate anywhere else.
7. CRC - Event Timing: How is it the right event/program at the right time?
The Taste of Vail brings guests to town during a quiet time of the year. The event increases lodging stays, restaurant visitation,
and shopping in local stores. We are starting to see increased numbers of guests visit from previously unrepresented areas.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
Our target guests are wine and food enthusiasts looking to explore the outdoor activities Vail has to offer. We will continue to
cater to this group of visitors while also reaching out to new demographics through social media and press. Research data has
found that we are seeing an increase in the millennial crowd age group and are excited to have this new demographic experience
the Taste of Vail and the Vail lifestyle.
Our tickets are priced to encompass a broad range of demographics, and we continue to provide unique, exciting events to
broaden our appeal. Our PR firm has established contacts throughout the Front Range, and each year expands our national reach.
The Taste of Vail markets this event across all media outlets, and we target writers and influencers throughout the country.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
In 2021, and as always, we are working to improve every event offered by the Taste of Vail. Unfortunately, the outbreak of
COVID-19 may force some changes to the Taste of Vail that, while hoping to increase growth and deliver fresh content eventually,
will need to start small and promote the healthiest and safest way of running an event amid a pandemic. We will work with
wearing masks, washing hands, physical distancing, and implementing mandatory health checks at registration before entering
the venue.
Due to the public health restrictions in place currently as well as economic difficulties, we are planning to have a condensed
event. We are aware we may be taxing our restaurants during a year of hopeful regrowth.
1. Wednesday and Thursday will hold fresh, new, and possibly virtual, wine seminars and winemaker dinners will promote local
restaurants and enhance the entire Taste of Vail. Due to COVID-19, these may be online seminars, where we provide guests with
a gift basket of cocktails or wine paired with the meal being prepared virtually by the chef, and they can sample in their hotel
room or at home.
2. We will provide virtual cooking classes and wine pairings, combining local Vail chefs with renowned winemakers. These may
start in November.
3. We will be merging our large events and holding them outdoors. Friday will be the Celebration of the Mountain/Debut of Rose
in Vail and Saturday will be the American Lamb Cookoff and Grand Tasting. This event will consist of a series of seated tastings,
each party six feet apart, with personal visits from the winemakers. If COVID-19 restrictions lift, we can provide larger areas, but
we are open to providing multiple small tastings.
4. Each large event will have photo booths and live entertainment throughout.
5. The Taste of Vail Parade of Homes was proposed for 2020 as a walkthrough tour of Vail's architecture and lifestyle and can
continue into 2021 with tours of outdoor eating areas and wine tastings along the way. This tour may include exclusive
restaurant dinners created for small groups with food pairings from individual winemakers and chefs.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
We want the Taste of Vail to continue to gain traction on the national food and wine event scene by adding something new and
fun each year. This year may be a bit challenging, as we all need to be vital, fun, and celebratory six feet away from one another.
However, we can still celebrate being alive and healthy in a challenging atmosphere!
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 CSE funding has made it possible for Taste of Vail to broaden the event's appeal. We can continue to create positive
impressions through the continued support of key sponsors such as the American Lamb Board, 5280, USA Today, La Croix, and
Vail Resorts. We are increasing the marketing budget to get a more extensive social media and national marketing effort. The
Taste of Vail is on the national stage of food and wine events, which requires a national marketing reach. Each year we continue
to have press guests from across the nation join us in Vail. We can integrate marketing for the Taste of Vail in the Farm to Table,
The Fall Wine & Food Classic, and our Spring Taste of Vail Festival events.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
In 2021, we plan to leverage our sponsors' media connections to enhance the Taste of Vail exposure and reach new and old
markets. The COVID-19 crisis caused sponsors to hesitate during 2020, but these companies are restructuring and looking for fun
events to sponsor in 2021. Our PR Company, ThinkBig Media, continually expands our national and regional reach and is effective
in securing sponsorships. We will also be collaborating with local businesses to cross-promote our event.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
In 1992, Angela Mueller began planning small events in the Vail Valley. With a family and a growing reputation for extraordinary
events, Angela turned her passion into a business, and Ren Event Productions came to life. Angela and her team at Ren Event
Productions specialize in providing top quality, iconic events. We provide planning, consultation services for corporations,
associations, and charitable organizations.
The team at Ren Event Productions has experience with a wide range of events and collaborates with a variety of clients. Ren
Event's network of staff and vendors ensure every element of each event blends together seamlessly. Ren is not just an event
and production company; we cultivate relationships. Whether a client or internal employee, a vendor, or local farmer, these
connections are the key to innovation, creativity, culinary insight, and, most importantly, satisfying the locals and guests in
Colorado and beyond.
The Taste of Vail has seen growth in all our events. We are now pursuing new venues and experiences at the Taste of Vail Spring
Wine & Food Classic.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
The Taste of Vail is a series of live events featuring wine and food tastings. We are very sensitive to public health orders and
quick to comply to keep our community safe. We will enforce the wearing of masks, physical distancing, washing of hands, and
we will provide hand sanitizer throughout our events. We will ensure none of the staff has experienced any symptoms and
perform temperature checks for staff and guests alike. While we understand the difficulty of planning for, organizing, and then
ultimately not holding the event and will do our best to keep the event open, we will shut down the event if there a significant
COVID-19 outbreak or a high risk of infecting our community.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
We understand our event is extremely social, and we will work on virtual events if we feel there is a great danger. We are
planning on having events outside this year, hopefully providing less chance of any COVID-19 spread.
We will work with our committees and groups to ensure we have the most up-to-date knowledge about what is transpiring around
the nation and world.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
2,500
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$1,100,000
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?
$1,541,000
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.
Taste of Vail uses a link for all guests that tracks their housing by ticket package. Using this information, we work with hotels to
determine our estimated room number for the event. We also provide local lodging for the press.
The lodging info is available at www.tasteofvail.com/lodging.
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.
In our continued evaluations of the events, we look for ways to grow and make the Taste of Vail unique and remarkable. The CSE
funding will make it possible for the Taste of Vail to broaden the event's appeal and outreach to a broader demographic. We will
also use the funding to increase the attraction of coming to Vail. The funding will allow our PR team to continue their excellent
work with social and written posts about Vail every week of the year. Finally, and perhaps most importantly, the funding will help
Taste of Vail manage COVID-19 regulations by providing necessary PPE for staff and guests, COVID-19 signage, increased staffing
to ensure proper physical distancing.
2. Please upload the provided complete event/program budget template here.
TOVBudget21.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
22
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
The Taste of Vail will not be able to make improvements or additions and the size of the events will reduce substantially.
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.)
135,000
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.
2021TasteofVailMarketingPlan.docx.pdf
1. Objectives: What are you trying to accomplish through your marketing efforts?
The goal is to expand into new markets to bring new visitors from different demographics to Vail. We want guests to experience
the uncompromising reputation of the Vail Valley and explore what Vail has to offer in lodging and culinary prowess. Since wine is
a big part of the culinary lifestyle, we want guests to learn more about wine directly from winemakers, owners, and importers. We
want to provide fantastic food and wine and provide a positively unique experience that will encourage guests to return to Vail
every year. The 30th anniversary was canceled in 2020, but we can carry it through to 2021, providing us with an amazing
marketing opportunity to celebrate 30 years of the Taste of Vail with renewed respect for the finer things in life.
2. Strategy: How will you meet your objectives?
Our marketing strategy consists of three main prongs:
1. Statewide, PR, Local Media, and social outreach
2. Our PR company focuses on national and statewide reach, contacting media writers throughout the state who provide
information to media outlets.
3. Our print campaign focuses on the local community, the Colorado area. Our social media platform reaches past and future
visitors and keeps everyone appraised of event timing and pop-up events during the Taste of Vail.
3. Audience: Who is your audience? (You may choose more than one.)
First time visitors, Returning guests, Primary and Second Homeowners
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.)
Vail restaurants, lodging, and other merchants and interested parties are asked to participate in each event. We provide leaflets
and postcards for local businesses, restaurants, and concierges to offer to guests. Local advertisements, magazines, and other
media run our promotions. Our event features local restaurants, distilleries, breweries, and distributors.
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, 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?
$91,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$12,800
2. Please list your confirmed sponsors or partners.
Vail Resorts, Vail Mountain Coffee and Tea, Avid, Mercedes, La Croix
3. Please explain the potential for additional sponsorships or partners.
Our sponsorship team is working on several local and national sponsorships. We have conversations going with several
companies and 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.)
TOV 2021 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?
We are ready and willing to work with our restaurants, revisiting past ideas, and innovating new ways to ensure we are creating
this event for them. Food Classes and wine tastings leading up to the event will be an excellent avenue to develop new, exciting,
and enjoyable guest experiences.
REQUIRED ATTACHMENTS
2020 Event Recap
TOVWrapup2019.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
Board of DirectorsTOV2020_21.pdf
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
The PR from 2020 event that led up to timeline is attached.
https://share.coveragebook.com/b/f35018e00197e166
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2020 PR Report_ToV.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
RFP QUESTIONS AND KEY MEETING DATES
We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be
scheduled over email as well.
Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com
Friday, August 30: Submitted questions and answers will be emailed to applicants.
Wednesday, October 2: Regular CSE Meeting, Recaps will be presented
Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting.
Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting.
Tuesday, November 5: The Town Council will review the CSE funding allocations.
Wednesday, November 6: Regular CSE Meeting
Thursday, November 7: Applicants will be notified of their preliminary funding allocations.
Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding
decisions.
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Linked Contact
Angela Mueller
Number
Events RFP 18/19/20/21: File Attachments
21. If applicable, please attach current State Department of Revenue Certificate with this application.
501cnonprofitformTOV-2.pdf
2. Please upload the provided complete event/program budget template here.
TOVBudget21.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
2021TasteofVailMarketingPlan.docx.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.)
TOV 2021 Sponsorship Deck.pdf
2020 Event Recap
TOVWrapup2019.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
Board of DirectorsTOV2020_21.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2020 PR Report_ToV.pdf
Expenses
> Expenses
Estimated Actual
Total Expenses $282,689.88 $0.00
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Rental fees $0.00 Social food + Beverage $2,450.00
Insurance $18,500.00 Non-social food + Bevera $0.00
Sound/AV $2,250.00 <insert Other>$0.00
Construction or Equipment $2,150.00 <insert Other>$0.00
Trash/Composting $3,400.00 Total $2,450.00 $0.00
Utilities $600.00
Labor $62,000.00 Program/Lodging Estimated Actual
Traffic Control $1,500.00 Entertainment $8,000.00
Banners - Printing & $3,000.00 Speakers $0.00
Signage $4,500.00 Travel $2,250.00
Rental $38,000.00 Hotel $200.00
Rental Space $8,000.00 Ticket Fees from 2020 $45,000.00
<insert Other>$0.00
Sponsorship fee $5,000.00 <insert Other>$0.00
$0.00 <insert Other>$0.00
Total $148,900.00 $0.00 Total $55,450.00 $0.00
Marketing Estimated Actual Prizes Estimated Actual
Advertising - Radio $1,000.00 Prizes $0.00
Advertising - Print $5,000.00 Cash Purse $2,000.00
Advertising - Social Media $8,000.00 Total $2,000.00 $0.00
Public Relations $13,000.00
Sales Team Expenses $0.00
Media TV, Production & Distribution $0.00
Event/Program Budget for [Taste of Vail Spring Festival]
Expenses
Graphic Design $6,500.00
Website $5,000.00
Collateral Materials $2,400.00
Printing $2,250.00
Poster $0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $43,150.00 $0.00
Marketing Estimated Actual
Telephone/Internet $2,000.00
Photography $3,000.00
Transportation $500.00
Permit Fees $1,734.00
Postage/Shipping $450.00
In Kind Trades $15,400.00
Supplies-Office or Other $0.00
Demographic Survey $3,000.00
Sales Tax $4,655.88
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $30,739.88 $0.00
Income
Event/Program Budget for [Taste of Vail Spring Festival]
> Income
Estimated Actual
Total Income $292,200.00 $0.00
Tickets/Admissions
Estimated Actual Estimated Actual
0 Tickets $135,000.00
0
0 $0.00
0 <Insert Other> @ $0.00 $0.00
$135,000.00 $0.00
Programs/Advertising
Estimated Actual Estimated Actual
0 Covers @ $0.00 $0.00
0 Half-pages @ $0.00 $0.00
0 Quarter-pages @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Exhibitors/vendors
Estimated Actual Estimated Actual
34 Large booths @ $550.00 $18,000.00
28 Med. booths @ $150.00 $4,200.00
Small booths @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
<Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
Income
$22,200.00 $0.00
Revenue from other items
Estimated Actual Estimated
15 Cash Sponsorships @ $70,000.00
In Kind Sponsorships @ $45,000.00 $0.00 $0.00
0 Donations @ $0.00 $0.00
0 CSE Funding @ $0.00 $65,000.00
0 Grants @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$135,000.00 $0.00
Summary
Event/Program Budget for [Taste of Vail Spring Festival]
> Profit - Loss Summary
Estimated Actual
Total income $292,200.00 $0.00
Total expenses $282,689.88 $0.00
Total profit (or loss)$9,510.12 $0.00
Estimated Actual
$0.00
$50,000.00
$100,000.00
$150,000.00
$200,000.00
$250,000.00
$300,000.00
$350,000.00
Total income
Total expenses
Background
Taste of Vail has grown over the last 30 years to be among the top food and beverage
events in the country. Over the last five years, the Taste of Vail board has rededicated itself
to promoting Vail restaurants and the Vail lifestyle. This new board of directors has relied
more heavily on marketing as sponsorships for a five-day festival continue to be
challenging. We see this to be a huge success this year, with ticket sales increasing, a
sponsorship increase and increase in wineries to the Taste of Vail.
The board has a marketing committee that directs and executes all online, marketing, social
media and public relations activities. Taste of Vail continues to contract with professionals
such as Avid Online for design and website assistance as well as Think Big Media for media
outreach and social media.
•Event Opportunities
o Many Taste of Vail events are weather dependent.
o Sponsorship. Taste of Vail still feels this is an area that as a community we
can work on having strategic alliance sponsors together.
o Private dinners throughout Vail
o Parade of Homes in Vail
Competitive Set
Other food and wine events such as:
●Santa Fe Wine & Chile Fiesta
●San Diego Wine & Food Festival
●NOLA Food & Wine Experience
●Pebble Beach Food & Wine (Takes place same week as Taste of Vail)
●Kohler Wine & Food Experience
•Palms Beach Food & Wine Festival
Goals
Objectives
●Grow tickets sales by 22 percent.
●Cut complimentary tickets by 20 percent in 2021 by continuing a new volunteer
structure and increasing staff for events. .
●Grow Sponsorship by 5% in 2021
1
●Ensure that all restaurants and local businesses feel they are a part of Taste of Vail
2021, by utilizing promotional event planning and joint venture marketing.
Target Audience
The Taste of Vail attendee is a connoisseur of food, wine and an active lifestyle. Attendees
fall across the financial spectrum as the event attracts both locals and destination guests.
Key target markets include:
●Denver/Front Range
●Chicago
●Dallas
●Houston
●New York
●San Francisco
●International
Based on past research, the mean age of the attendees is 45, with the sample being nearly
42%/58% male to female. 39% of the respondents attended with their spouse/significant
other, and 23% came with friends only. 72% earn a household income of $200K+, and
nearly 85% have at least a BA Degree.
Strategies
o The Debut of Rose’ Event will continue to be an area that we will grow for Taste
of Vail. The implementation of an event that people are able to first experience in
Vail, gives many wine connoisseurs the reason to attend.
We will have the cocktail component to garner the trend of cocktails that has hit
the US.
●Leverage sponsorships to attract more participation in the 2021 Taste of Vail.
o Incorporate sponsors in all marketing outreach from eblasts to social media and
public relations outreach, when appropriate.
o Work with sponsors to identify additional opportunities to reach their
customers with the Taste of Vail message. For example, Taste of Vail has worked
with 5280 as a media sponsors the last 6 years. We will continue to work with
the magazine to leverage social media placements, posts and advertising in the
publication.
●CUSTOM SPONSORSHIP PACKAGES are what the Taste of Vail has worked on this
year. Each sponsor has been offered a sponsorship that enhances their brand and
what they are bringing to the Taste of Vail.
●Continue to work with Vail Resorts to leverage marketing resources.
●We are working on the 30th year Blast from the past and will be partnering with
many venues and entities to create a once in a lifetime experience.
o Ensure Taste of Vail is listed on the Vail.com calendar listings.
o Work with marketing team to include Taste of Vail on more than one email blast
to their database.
2
o Coordinate any social media posts/presence through the Vail Facebook, Twitter
and blog channels.
o Coordinate outreach to international marketing wholesale contacts promoting
the event with a special ticket price.
●Develop a strong local and regional advertising buy to promote the Taste of Vail.
o Publications we have historical purchased advertising in include LIST THESE
PUBLICATIONS.
o Leverage sponsorships to expand the advertising reach of the event nationally.
●Leverage public relations to garner news stories about Taste of Vail before and after the
event.
o We have implemented a new, online media application process.
o We will conduct one-on-one media desk side visits with writers in the
Denver/Front Range market.
●Utilize social media to communicate with Taste of Vail fans.
o Use promoted posts and pay per click on Facebook to expand awareness of the
event.
o Continue to utilize strong event images on Pinterest to assist with SEO.
o Continue to utilize Instagram
o We will have influencers here for the event and have created relationships with
them to get more traction and guests.
o We will utilize the Taste of Vail App for all our information, including the
auction.
●Continue to update and modify tasteofvail.com to have a strong online presence. We
will be launching a new website before the Taste of Vail 2020
o Insert all the new things on the site e.g. new ticketing system, new
blog…anything else? SEO campaign? Note monthly eblasts to drive people to
tasteofvail.com to book.
●Identify join venture marketing opportunities.
o We will be working the local events: with Vail Valley Foundation for 2019, Vail
Resorts, Beaver Creek Resorts, Bravo, Vail Jazz, Vail Beaver Creek Restaurant
Week, etc.
Timeline
o Marketing will begin and continue from November 2020 till April 2021 There are bi
monthly eblasts during off-season months and they grow to being once a week, to
twice a week, till event when they are every day.
o 1st Postcard done: November: Sent to all restaurants/lodges and wineries to
distribute
o 2nd Postcard done: January: Sent to all restaurants/businesses in Vail and lodging to
remind people to come back
o Eblasts all sent to concierge list, property management list and Taste of Vail list.
o Eblast sent to Vail Resorts for them to use as much info about event in their
newsletters.
3
o 5280 Ads: Follow contracted dates: use ads dependent on artwork done
o Vail Daily Ads:
o Taste of Vail App done with silent auction within it March 15, 2021
o TV8/Fox times contracted: Chefs set by March 15, 2021
o Trips to California to wineries to invite and make sure they have marketing
materials for their wine buyers. TBD Based on COVID
o Distributor Postcard with wineries in hands by December 15 to increase marketing
with all restaurants participating or not.
o Monthly Marketing Meetings: To ensure follow through with all actions
o Work on Marketing Wine events/dinners throughout town
o Get all restaurants to have small blurbs about Taste of Vail from January on: Weekly
blurbs to use in their eblasts
o Press Releases: have 8-10 within year
Measurement
We will use this information for sponsorship/improvement of event and our
continued movement forward for 2021
•Quantity/quality of restaurant and winery participants
45 wineries and 12 Restaurants
We hope the numbers grow, but know that with COVID, the numbers maybe
lower for 2021.
•Total number of tickets sold in 2021
•Ticket revenue from 2021
•Number of room nights sold in 2021
•Revenue from sponsorships
•Attendance survey points
•Survey results
•Media coverage
4
Elevate your Palate Taste of Vail
About Us
Taste of Vail Partnerships
Our Mission
To curate an unrivaled food and wine festival by gathering the most talented chefs,
winemakers, brewers and culinary industry leaders & immerse attendees in the Vail Lifestyle
through unique experiences that can only be possible with Vail’s epic landscape.
Our Story
●The Taste of Vail, in its 30th year, is a non-profit organization founded in 1990 by a group of food and wine
enthusiasts.
●Today Taste of Vail is recognized as one of the top international festivals, mixing the three best passions that exist:
food, wine, and the great outdoors.
1990 - The beginning: One of the world’s most premier food and wine festivals was born in an effort to celebrate the Vail
lifestyle, ‘Like Nothing on Earth’ and showcase Vail’s elite culinary talent.
2005 - The Growth Spurt: Added the now iconic American Lamb Cook-off, Debut of Rosé Tasting and educational seminars
to truly elevate the palates of our attendees. Creating this model has put us on the map with foodies & wine connoisseurs
around the world.
2021 - Looking Ahead: Today Taste of Vail is recognized as one of the top international festivals, mixing the three best passions
that exist: food, wine, and the great outdoors.
Our
Secret
Recipe
2
annual
festivals
200K
58+8,150
75%
attendee’s
average HHI
9K+16M+
foodies & lifestyle
enthusiasts
per year
media impressions
Feet above sea
level
Wineries per
event
Media and Press
“What could be more fantastic than a food and wine tasting event held on the top of a mountain?” - Dining Out
The Taste of Vail continues to be one of the country’s premier spring food and wine festivals
in and around the quaint mountain resort town nestled in Colorado Rockies. - Forbes Travel Guide
The #1 ski resort festival food lover’s don’t want to miss. - Ecosalon
Taste of Vail Partnerships
Current & Past Partners
The Spring Festival
Ranging from culinary seminars to cook-offs to mountain-top parties, the Taste of Vail’s
Spring Festival is an immersive four-day food and wine festival in picturesque Vail,
Colorado.
From April 7-11 2021, 9,000 food and wine lovers, 58 wineries and 30 of Vail’s top
restaurants will gather in the iconic Vail Valley to celebrate food, wine, skiing and the Vail
Lifestyle.
We invite you to join us while we taste gourmet bites, sip champagne in our ski boots and
enjoy panoramic views of the Rockies.
September 17-18th, 2021
The event will feature wines from the Southern Hemisphere and include more than 35 wineries, 20 guest chefs, restaurateurs and sommeliers from the Vail
Valley. “Like the Taste of Vail in the spring, The Fall Wine & Food Classic highlights the best of the autumn season in Vail. With the peak fall foliage and
amazing weather, we wanted to design an event that compliments The Taste of Vail and showcases Vail along with its top chefs, restaurants and
sommeliers,” said Angela Mueller Executive Executive Director of the Taste of Vail and The Fall Wine & Food Classic.
The Fall Wine & Food Classic will include a Grand Tasting on Saturday, September 19th
Several outdoor experiences: hiking, cycling, yoga, fly fishing, salsa dancing and more
Friday September 19th: restaurants throughout the Vail Valley will offer dinners featuring wineries from the
from the Southern Hemisphere.
The Fall Festival
Experience &
Excursions
Exhibits &
Social Spaces
As a palate cleanser,
offer attendees the
chance to explore
wellness and mountain
activities.
Sponsorship Opportunities
A unique opportunity
to create a dynamic
environment where
attendees interact with
each other and a brand.
A time to educate,
entertain and spark
conversation among an
intimate group of
attendees.
These unforgettable
experiences are co-created
with the Taste of Vail Events
Team and expose brands
to all 9,500 attendees.
●Present partners with a rare opportunity to tell their unique point of view by curating a space for attendees to
serendipitously make new discoveries and connections. This is the most authentic and engaging way for brands to
interact with the Taste of Vail attendees.
●We challenge our Partners to truly think outside of box when building these spaces in order to stimulate the Taste of
Vail audience who is made up of international individuals who are lifelong learners, tastemakers and adventurers that
live an epicurean lifestyle.
E X H I B I T S AND S O C I A L S P A C E S:
●Curated times for partners to gather an intimate group around a specific topic. Whether it is a cooking class hosted
by a celebrity chef, scotch & cigar session, blind wine tasting or private dinner discussing the future of food, sparking
these dynamic conversations is at the heart of our mission.
●With Taste of Vail being situated in one of the world’s most premier ski destinations, we have dozens of venues
perfect for hosting these inspiring gatherings. We work closely with Partners to refine the theme for the conversation
that will be compelling for attendees. This is perfect for Partners looking to dive deep into a culinary topic and
intimately connect with the Taste of Vail audience.
SEMINARS AND PRIVATE DINNERS
E X P E R I E N C E S AND E X C U R S I O N S
Take advantage of Vail Mountain as our backdrop and introduce
attendees to adventure trips ‘Like Nothing on Earth’.
Whether it’s yoga in the morning to wake up everyone’s palates, snowboarding Vail’s back
bowls in the afternoon or daring to ski bike at night, this opportunity is ideal for our
thrill-seeking partners who see value in supporting exploration of the great outdoors.
Throughout the four-day festival, there are celebrations around food, wine and the Vail Lifestyle open to the entire Taste of Vail community. Hosting a
Signature Event or After Party gives Partners exposure to all 9,500 attendees through an unforgettable experience, in collaboration with the Taste of Vail
team. Opportunities includes:
●Taste of Vail Opening Party
●Mountain Top Tasting (at 10,350 feet above sea level)
●The American Lamb Cook-off & Aprés Ski Tasting Party
●The Grand Tasting & Auction After Party
●Vail Parade of Homes Tasting
Our Menu
ACTIVATION INVESTMENT EVENT PASSES HOTEL ROOMS BRAND RECOGNITION
Epicure $20,000 Four 2 X 4 nights 1/2 page ad in Event App
& brochure, 2 banners onsite, logo on
website and in all promotional materials
Exhibit/
Social
Space
$40,000 Eight 3 x 4 nights
Full page ad in Event Program &
Brochure, four 3’x8’ banner onsite, logo
on website and in all promotional
materials, Exhibitions throughout town
Signature
Event/
After Party $60,000 Ten 4 x 4 nights
Full page ad in Event Program &
Brochure, six 3’x8’ banner onsite,logo
on website and in all promotional
materials, one social media post,
Specialized event & Exhibitions at
events
While 2020 was a challenging year, the Taste of Vail is looking forward to continue each
of our events with innovation and unique strategies to ensure everybody stays healthy
and has a great time!
Moving Forward
Say Hello
Email: Info@tasteofvail.com
www.tasteofvail.com
facebook.com/TasteofVail
@TasteofVail
@TasteofVail
Event Recap:Spring Taste of Vail
June 5, 2019
Taste of Vail: April 3-6, 2019
Angela Mueller
Phone: 970-401-3320
info@tasteofvail.com
2
t
Overall Event Highlights & Successes
3
•Net Promoter Score (NPS) was higher than 65.
•We grew our media presence and had Forbes, The Daily Meal, West of 105,
Dining out, Business Insider, Mountain Living, Denver Post, Colorado
Expression, Afar Magazine, KOA Radio, KBCO Radio, Bites with Bre, Vail Daily,
Vail Beaver Creek Magazine, CO Yoga & Life, and USA Today.
•Our PR average coverage reach was 120,000,000.
•Signed new sponsors such as La Croix, GMC, Guinness, Sotheby’s, Natalie’s
Juice and had the following 2018 sponsors come back: First bank, American
Lamb Board, Buffalo Trace, 5280, Govino, Tahoe Kitchen Company, Slifer,
Smith & Frampton, Vail Resorts, Town of Vail and 33 restaurants and 58
wineries.
•We increased lodging and brought in over $1,100,000 to the Town of Vail.
Overall Event Highlights & Successes
4
Estimated Attendance Results
5
•Estimated Attendance: 9800 people.
•90% of the people came to Vail specifically for the Taste of Vail event.
•The number of attendees has held from 2018.
Estimated Attendee Profile Results
6
Attendance varies with location of our events. We bring in a demographic that will return
to Vail, if not for the Taste of Vail event, then to ski and experience all Vail has to offer.
53% are locals that filled out survey
71% are out of state, according to ticket sales
We worked with Intercept and had 142 ticketed guests respond to survey.
Those who came to event 56% are non local/out of state staying in Vail.
30% are first time attendees
70% are returning guests
62% bought individual event tickets
33% are volunteers
11% have full event passes
Estimated Spending Results
7
•Estimated average spending per person:
•Dining: $277,882
•Shopping:$251,787
•Lodging: $231,511
•Other Activities: $133,886
•Total average spending per person: If based on
the 9800 number: $112
NPS (Net Promoter Score)
8
Attendee Response: How likely is it that you would recommend this event to a friend or
colleague?
80% are likely or extremely likely to return or recommend to friend or
colleague.
Overall Satisfaction with the event was high with a mean satisfaction rating of 4.6 on a scale
of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied.
Our NPS score showcases that we are continuing to work on and improve our event each
year. Our number varies because half the events are outside, making them somewhat
weather dependent. We will look at ways to increase of NPS through active changes in the
event to entice guests and make the experience one will never
forget.
Event Strengths & Weaknesses
9
•How did the event exceed expectations?
Taste of Vail hired Walking Mountains to ensure we had a 100% compostable event.
Walking Mountains did an amazing job. We were at an unheard of 90% compostable
level and we continue to follow this lead.
We have wine from all over the world and guests staying during an off season time.
Sponsorship for 2019 grew and we are working on 2020 at this time.
Event Strengths & Weaknesses
10
•What are areas for event improvement?
We will continue reach out and grow our with sponsorship.
How did this year’s event compare to last year?
The event grew and more guests that stayed are from out of town.
We feel that the increase in press and out of town guests showcased
the Town of Vail at its best this year.
Vail Brand Compatibility
The Premier International Mountain Resort Community
11
•How did the event /program support the Vail Brand?
Additional Town of Vail Spending generated $ 1,100,000.
Sales tax revenue generated by the event and accrued to Town of Vail including sales and lodging
tax **$44,000. (Intercept Insight LLC Survey 2019)
We feel that we met the Vail Brand by promoting Vail, the lifestyle, health, and wellness. In
addition, we achieved this by including all participating restaurants, lodging, and locations in all
marketing for event.
We found the 90% of guests come to Vail specifically for the Taste of Vail. We are showcasing
the Town as the culinary destination it should be.
We allocate time every day for guests to ski, shop and explore the Premier International
Mountain Resort Community. They get to see that Vail Mountain is Like Nothing on earth. According
to the survey, 80% of the guests are extremely likely to return.
This event solidifies Vail as not only a premier ski resort, but also a first class culinary destination.
Community Contribution
12
•How did the event impact Vail’s sense of community?
Taste of Vail is a celebration of the outstanding food, wine, and culture that is
abundant in beautiful Vail, Colorado.
The Taste of Vail promotes Vail as a world class culinary destination, reinforcing the
community with the sense of honor and fulfillment of being one of the top resort
destinations in the world.
Events were held throughout Vail to include a majority of Vail community businesses.
Events were located at Vail Mountain, Gore Creek Drive and many Taste of Vail
restaurants and hotels who hosted wine pop ups and educational seminars.
The community is a large part of our event ; Taste of Vail is a volunteer organization.
We rely on the Vail community to enhance the experience for the large number of
guests that attend the four-day event from all over the world.
Topline Marketing Efforts
13
•Please attach complete marketing plan to end of presentation.
Topline Marketing Efforts
14
Topline Marketing Efforts
15
Topline Marketing Efforts
16
Topline Marketing Efforts
17
Topline Marketing Efforts
18
Potential for Growth & Sponsorships/Media Exposure
19
What sponsors do you plan to target next year? We plan on continue working with
with our 2019 sponsors and looking for additional contributors.
Potential for Growth & Sponsorships/Media Exposure
20
•How do you see the event evolving next year?
The Taste of Vail will be celebrating the 30th year in 2020. We will be evolving and the
Lamb Tasting will have changes within the event. We will be working to ensure events
celebrate the 30th year of the Taste of Vail. There will be special dinners, programs
with guests and restaurants that have been in the Taste of Vail.
•How will you leverage media exposure and extend the marketing reach next year?
•Our media from 2019 plan to work on 2020 coverage and will began with our all
event. The media listed will work on stories that will be published throughout
the next year. We have two in July and one in September and one possibly in
January. The media presence we had this year has grown and hits the
demographic we want to see coming to Vail.
Sustainability Efforts
21
•What measures were taken at your event/program to support the environmentally-friendly goals
of the Town of Vail?
Taste of Vail hired Walking Mountains to follow through with mission to have a 100% compostable event. Walking
Mountains did an amazing job. We were at an 90% compostable level that is unheard of.
•What waste reduction methods were used during your event/program?
•We require everything used to be 100% compostable. We also use compostable reusable glasses at both
the Lamb and Mountain top Tasting.
•We do not have water bottles and instead have water stations. LaCroix was one of our sponsors.
•How could you improve on sustainability efforts for next year’s event?
•We will continue to require 100% compostable items and recycling. We have had success and will
enhance our sustainability with more locally grown foods at the event.
The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our
local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource
efficiency, ecosystem protection, and community awareness and education.
Event Budget
22
* Event producer to attach detailed budget for recap
Item $
Total Event Budget:
CSE Funds:45000
Cash Sponsorship (not CSE):104150
In-kind Sponsorship:150000
Marketing Budget:73850
Profit & Loss:14061
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Media,Operations,
Venue
Additional Information/Appendix
23
•Provide detailed budget in the Appendix-Attached
•Provide final marketing plan in the Appendix-Attached
•Provide any additional information or marketing materials you think the CSE would
benefit from-Attached in wrap up
Board of Directors
Taste of Vail
Chris Chantler: President
Greg Moffet: VP
Tom Armstrong: Secretary
Jenn Rizza: At large
Jordan Harrison: At Large
Heather Price At Large
Paul Anders At Large
Lindsey Finke: At Large
Taste of Vail 2020 PR and Social Media Activity Report
2020 Coverage Book
Coverage Highlights:
● Colorado Life March/April issue, interview with Somerston Estate and ZD Wines (waiting for
print copy)
● Forbes Travel Guide
● Miami Herald
● Idaho Statesman
● Sacramento Bee
● Boston Herald
● Colorado Expression
Media Relations/PR Activities
● National media outreach to travel, food and wine media
● Local/Front Range media outreach to food/wine media/foodie influencers
● New seminars release pitching to national and local food and travel media
● Executed newsletter media campaign
● Worked with Vail Resorts to partner for a media meet & greet
● Interested media to attend Taste of Vail at new date:
○ 5280, Denise Mickelsen (was secured for April)
○ Denver Life Magazine/Bites with Bre, Bre Patterson (was secured for April)
○ West of 105, Brittany Panter & Rob McGovern (was secured for April)
○ Colorado Expression, Elizabeth Hamilton (was secured for April)
○ Mountain Living/Heidi Town, Heidi Kerr-Schlaefer (was secured for April)
○ Phoenix Magazine, Craig Outhier
○ Wine Enthusiast, Laura Beausire
○ Sunset, Matt Bean (or team member)
○ Freelance, Morgan Tilton, Outside Magazine
○ Freelance, Brad Japhe - Forbes, Travel + Leisure, USA Today, Conde Nast Traveler,
National Geographic, Boston Globe
○ Freelance, Sarah Sekula - Food & Wine, 5280, Denver Post
● Helped draft and send crisis statement
Upcoming Coverage Leads
● Denver Life Magazine April print
● Marie Claire, destination roundup
● Mountain Women Magazine, would like to interview Angela for an upcoming issue
Social Media 2020
● Developed and posted content on Facebook, Instagram and Twitter to generate excitement and
buzz for Taste of Vail events while driving ticket sales
● Developed targeted ads in Vail’s key markets
● Drafted and distributed e-newsletter on latest Taste of Vail news.
Upcoming Priorities
● Local and national media outreach for pre-event coverage of new date
● Create itineraries for attending media
● Arrange requested interviews for media
● Continue social posts and email newsletters when appropriate highlighting restaurants, wineries
and Taste of Vail events
Contacts: Angela Mueller
First Name:
Angela
Last Name:
Mueller
Linked User Form
info@tasteofvail.com
2019 CSE Reviews: 20950318
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2019 CSE Reviews: 20950326
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Submission Date
Linked Events 2019
Taste of Vail, Spring
Linked Form
mvlaar@vailgov.com
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type:dynamic
2019 CSE Reviews: 20950327
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
Taste of Vail, Spring
Linked Form
mmiano@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 20950328
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
Taste of Vail, Spring
Linked Form
jgross@vailgov.com
Tag
type:dynamic