HomeMy WebLinkAbout43. Taste of Vail_ Fall Food and Wine Classic_10-01-2020Events RFP 18/19/20/21: Taste of Vail, Fall Food and Wine Classic
EVENT & APPLICANT OVERVIEW
0. Email contact
info@tasteofvail.com
1. What is the name of your event/program?
Taste of Vail, Fall Food and Wine Classic
2. Please select the event category for your RFP.
Community, Recreation & Cultural (CRC)
3. Is this a new event or program?
No
3a. How much was your event or program funded in 2020?
$21,000
4. Are you a first time submitter for the Town of Vail Commission on Special Events funding program?
No
5. Amount of 2021 funding requested
$30,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
09/17/2021
7. Proposed Event/Program End Date
09/19/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
8. Are your event/program dates set or could they changed?
Event dates are flexible and can be changed
9. Name of person completing the application
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
4
19. Organization's Mission Statement
Taste of Vail is a platform for promoting the Vail lifestyle and incorporating the community's ever-evolving food and beverage
scene. The Spring Taste of Vail is an iconic food and wine tasting and additional activities throughout the year designed to support
and elevate the community. The Fall Food and Wine event brings awareness to Southern Hemisphere wines. It offers various
experiences in town, on the mountain, in restaurants, and in classrooms to increase the attendee's knowledge, lifestyle, and
enjoyment of food and wine.
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
We work with Habitat for Humanity to help in its mission to provide housing for the workforce and their families.
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?
4
1b. Please describe the location(s) of the event or program in previous years.
Past Fall Taste of Vail events have been held at Vail Mountain, Gore Creek Drive and Meadow Drive, Lionshead, Gore Creek, local
restaurants, businesses, and hotels hosting a Taste of Vail Restaurant menu night, winemaker dinners, and seminars, Mountain
Plaza, Betty Ford Garden and the Nature Center and Gerald Ford Amphitheater.
2. Please provide a detailed description of the event/program and its activities.
The Fall Taste of Vail is an extension of the renowned spring Taste of Vail. While the Spring Taste of Vail focuses on North
American and European wines, the fall event raises awareness of frequently overlooked Southern Hemisphere wines and allows
guests to experience the Vail lifestyle during the autumn and sample delicious food only available in Vail. The Taste of Vail holds
the event during Vail's shoulder season to bring people into town during a normally quiet time.
3. Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have
contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary
venues.
We are still awaiting confirmation on some locations.
Friday, September 17, 2021: There will be a trade tasting for the wine industry members from 4 pm to 5:30 pm. For the public,
there will be wine tasting events available at local restaurants around town. The restaurants have the option of pairing items with
the wine or having the wine available with their menu.
On Saturday, September 18, 2021, there will be five to six different events, all catered to enjoying autumn in Vail to the fullest.
These include:
Biking throughout the Vail Valley,
Hiking up Vail Mountain and ending at Mid Vail,
Yoga at Betty Ford Garden,
Fly fishing on Gore Creek,
Salsa dancing on the stage at Gerald Ford Amphitheater,
Horseback Riding at Piney River Ranch
Many of the events will culminate in brunch on Saturday morning, purchased with an event or individually.
The Grand Tasting will be held on Saturday evening in the Gerald Ford Amphitheater from 5:00-7:30 pm.
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.
The only item that may take place outside of the Town of Vail is the horseback riding event and brunch at Piney River Ranch.
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
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 continue
this in 2021 by ensuring all items comply with the current recycling and composting system in the Valley. The one concession we
may make would be for COVID-19 PPE, such as rubber gloves and other items that ensure our guests' safety. Health and safety is
our top priority, while the environment and sustainability is a close second. 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
75
2. Number of volunteers needed
24
3. Number of event/program staff
8
4. Estimate of total number of spectators/attendees anticipated
2,500
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
1,000
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
1,100
3. Estimate the number of international guests your event/program will bring to Vail
30
4. How will your event/program increase sales tax in Vail?
The goal with Taste of Vail is to have events during non-peak times and increase visitor traffic into Vail, thus increasing the town's
sales tax revenue. We bring in destination guests that stay at hotels in town and have scheduled the event so guests will spend
more time in Vail frequenting restaurants and local businesses. We also incorporate local restaurants into the event, providing
tastings that entice guests to visit the restaurant in person.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
The Fall Taste of Vail is an event that caters to a diverse clientele, promotes environmental responsibility, and creates community
bonds. The events associated with the Fall Taste of Vail give guests the unique experience of mingling with locals and basking in
the Vail Valley's natural beauty. Our event provides cultural opportunities to learn about South American cuisine, wine, and dance.
Each event immerses guests in Vail's unique lifestyle and allows time to be spent at shops and restaurants in town.
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 food and recognition of Vail's culinary lifestyle. This event offers residents and Vail guests recreational and
culinary activities that take advantage of the scenic fall landscape, things that make Vail like no place on earth.
7. CRC - Event Timing: How is it the right event/program at the right time?
This event occurs in the fall when visitor presence is tapering off. The Taste of Vail helps to bring people into town during this
slower time. Our goal is always to have this event when the community may need help getting guests into town.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
We want the community to feel ownership of the event. We achieve this by incorporating restaurants and local sponsors, and
having volunteers help with each event. Our ticket prices are affordable across a broad range of demographics, visitors and
locals alike, and we continue to provide unique and exciting events to broaden our appeal. The Fall Food and Wine Classic allows
guests to explore the entire community in the fall. Whether our guests like the outdoors (hiking, biking, yoga, fly fishing) or
continuing education (dancing, seminars, gallery walk), our guests will have the ability to explore the extensive opportunities that
Vail has to offer.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
We will be adding more wine pop-ups tastings and more events. The gallery walk is an addition designed to get people into Vail
and explore our streets and merchants. Horseback riding at Piney Ranch is an event to get people to a remote and exclusive
place that displays our valley's beauty. We will have new wineries that have not been at the event before. All wineries and
restaurants will be listed on our app, providing guests the ability to search the vintage or the tastes they like the best and visit
that location. We plan to keep the Grand Tasting event at the Amphitheater, allowing guests to explore all of Vail and keeping
this event different from our Spring Taste of Vail Food & Wine Classic.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
We canceled the event in 2020 due to the COVID-19 pandemic. We thought it would have been irresponsible of us to hold an
event centered around live tastings when it wouldn't be possible to wear your mask the whole time. The 2021 Fall Food and Wine
Classic will embrace all the fun and vitality we missed in 2020, and hopefully, celebrate better conditions and the ability to hold
events with live tastings once more.
11. CRC - Marketing Strength: What is the marketing reach for the event/program? You will be asked more
marketing questions in a future section. (Reach refers to the total number of different people or households
exposed, at least once, to a medium during a given period.)
In 2019, our marketing was available to 2.95 million online readers. We estimate that we had 75,000 coverage views. We had
over 80,000 social media views resulting from social media blasts.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
We plan to work with a luxury group travel company and with our confirmed sponsors to extend our media outreach. We plan to
leverage their media exposure to enhance the Taste of Vail event and reach new demographics and markets. We are particularly
interested in reaching new age demographics.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
COVID-19 may persist through next fall, and our event is a series of expanding events held outdoors. The Taste of Vail producers
have been holding events during 2020, and have learned to mitigate the risks of COVID-19. While the threat to community health
is real, there is also a psychological and mental aspect of the disease that is difficult to measure and identify. If conditions are
closely monitored, the Taste of Vail can hold a safe event that will get people outdoors, connected with one another once more,
and having a great time.
This event helps heal and develop our community and a loyal group of visitors that will continue to return year after year. The
Taste of Vail will continue to grow the event with increased outdoor activities, virtual events, online and food classes, and more.
We look forward to growing this event to it's fullest potential.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
The 2020 Taste of Vail Fall Food and Wine Classic was canceled due to the dangers of holding a tasting event during a global
pandemic. However, if the conditions persist through 2021, we are skilled in providing PPE for guests, masks, and hand sanitizing
stations as well as arranging for physical distancing between guests, vendors, and staff. The Taste of Vail board and producer are
flexible enough to pivot when other unforeseen conditions may occur, including refunding tickets or cancelation of events.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
In 1992, Angela Mueller began planning small events in the Vail Valley. With just herself, 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
Red 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 shows and collaborates with a variety of
clients. Ren works with a network of staff and vendors to ensure all the elements of each event blend seamlessly. Ren is not just
an event and production company; we cultivate relationships. Whether a client or internal employee, a vendor, or a local farmer,
these connections are the key to innovation, creativity, culinary insight, and, most importantly, satisfying the locals and guests in
Colorado and beyond. We will continue to work hard and grow the Fall Food and Wine Festival.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
550
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$326,250
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?
$326,250
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.
The Taste of Vail collaborates with local lodging sponsors to create special packages for guests and post them on our website.
This not only promotes lodging and informs guests on great places to stay, but we can also use this information to estimate our
room number for the event.
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 continuing evaluations of the Taste of Vail events, we look for ways to grow and make the event more accessible. The CSE
funding will make it possible for Taste of Vail to broaden the event's appeal and reach to include a broader demographic. We are
adding to the marketing budget to provide more robust social media and national marketing.
2. Please upload the provided complete event/program budget template here.
TOVFallBudget21.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
34
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
The event will continue with less activities.
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.)
32,500
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?
Our goal is to expand to new markets to bring new visitors into Vail. We want guests to experience the uncompromising
reputation of the Vail Valley and explore what Vail has to offer in lodging, culinary prowess, and learn more about Southern
Hemisphere wines and the Vail lifestyle. The goal of the Taste of Vail is to give our discerning guests the reason to return to Vail in
the fall season for impeccable food and wine.
2. Strategy: How will you meet your objectives?
Our marketing strategy includes statewide PR, local media, and social outreach. Our PR company focuses on national and
statewide reach, contacting media writers throughout the state who provide information to media outlets. Our print and radio
campaign focuses on the local community. 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, Local residents
4. Activation: Detail in town/in village activation opportunities to promote your event or program. (Definition of
Activation: Create an expanded presence throughout the community and stimulate the participation of the
merchants, restaurants, bars and lodges.)
We provide leaflets and postcards for local restaurants and concierge to provide visiting guests. We have placements in local
advertisements and magazines. 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, 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
Think Big Media PR
6b. Telephone Number
(970) 333-3395
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?
$20,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$15,000
2. Please list your confirmed sponsors or partners.
At this time, we are working on partnerships. Vail Resorts will work with us and other sponsors that may have dropped out in 2020
due to the COVID-19 pandemic. We are currently having discussions with local realty companies as well as La Croix and
Mercedes.
3. Please explain the potential for additional sponsorships or partners.
We are working with a sponsorship company and local entities to grow our sponsorship activations.
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 followed COVID guidelines and felt our event was too social for 2020. We look forward to having the events in the future in a
new capacity and creating a reimagined event.
REQUIRED ATTACHMENTS
2020 Event Recap
EventrecapTasteofVailsouthHemWine_ Food19pp.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.
www.tasteofvail.com
https://www.facebook.com/TasteofVail/
https://www.instagram.com/tasteofvail/
Taste of Vail app
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
taste-of-vail-fall-2017-9669_23528474818_o.jpg
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
taste-of-vail-fall-2017-9646_37380186211_o.jpg
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.
TOVFallBudget21.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
EventrecapTasteofVailsouthHemWine_ Food19pp.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
taste-of-vail-fall-2017-9669_23528474818_o.jpg
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
taste-of-vail-fall-2017-9646_37380186211_o.jpg
Expenses
> Expenses
Estimated Actual
Total Expenses $84,295.00 $0.00
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Rental fees $0.00 Social food + Beverage $150.00
Insurance $2,250.00 Non-social food + Bevera $0.00
Sound/AV $2,845.00 <insert Other>$0.00
Construction or Equipment $1,000.00 <insert Other>$0.00
Trash/Composting $0.00 Total $150.00 $0.00
Utilities $100.00
Labor $28,500.00 Program/Lodging Estimated Actual
Traffic Control $0.00 Entertainment $5,000.00
Banners - Printing & $2,000.00 Speakers $0.00
Signage $2,000.00 Travel $1,000.00
Rental $10,000.00 Hotel $200.00
Rental Space $3,000.00 Ticket Fees from 2020 $0.00
<insert Other>$0.00
Sponsorship fee $0.00 <insert Other>$0.00
$0.00 <insert Other>$0.00
Total $51,695.00 $0.00 Total $6,200.00 $0.00
Marketing Estimated Actual Prizes Estimated Actual
Advertising - Radio $1,500.00 Prizes $0.00
Advertising - Print $2,000.00 Cash Purse $0.00
Advertising - Social Media $4,500.00 Total $0.00 $0.00
Public Relations $8,000.00
Sales Team Expenses $0.00
Media TV, Production & Distribution $0.00
Event/Program Budget for [Taste of Vail Spring Festival]
Expenses
Graphic Design $1,200.00
Website $950.00
Collateral Materials $0.00
Printing $1,800.00
Poster $0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $19,950.00 $0.00
Marketing Estimated Actual
Telephone/Internet $0.00
Photography $2,500.00
Transportation $0.00
Permit Fees $1,000.00
Postage/Shipping $200.00
In Kind Trades $0.00
Supplies-Office or Other $0.00
Demographic Survey $1,200.00
Sales Tax $1,400.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $6,300.00 $0.00
Income
Event/Program Budget for [Taste of Vail Spring Festival]
> Income
Estimated Actual
Total Income $87,450.00 $0.00
Tickets/Admissions
Estimated Actual Estimated Actual
0 Tickets $32,500.00
0
0 $0.00
0 <Insert Other> @ $0.00 $0.00
$32,500.00 $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 @ $125.00 $3,750.00
12 Med. booths @ $100.00 $1,200.00
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
$4,950.00 $0.00
Revenue from other items
Estimated Actual Estimated
15 Cash Sponsorships @ $20,000.00
In Kind Sponsorships @ $45,000.00 $0.00 $0.00
0 Donations @ $0.00 $0.00
0 CSE Funding @ $0.00 $30,000.00
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
$50,000.00 $0.00
Summary
Event/Program Budget for [Taste of Vail Spring Festival]
> Profit - Loss Summary
Estimated Actual
Total income $87,450.00 $0.00
Total expenses $84,295.00 $0.00
Total profit (or loss)$3,155.00 $0.00
Estimated Actual
$0.00
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
$60,000.00
$70,000.00
$80,000.00
$90,000.00
$100,000.00
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: Taste of Vail Fall Wine &
Food Classic: Southern Hemisphere Wine
November 2, 2019
Taste of Vail Wine & Food Classic, Southern
Hemisphere: September 20 & 21, 2019
Office: 970-401-33320
info@tasteofvail.com
Town of Vail | CSE | 11/2/19 3
Vail Brand Compatibility
Standard of excellence met by:
• We feel this event brought guests to town by looking at our ticket sales
and location. We brought people to town on a weekend that typically is not
busy. We saw a growth every year and are know that 85% of the guests
are visiting Vail.
• 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
introduced Learn to dance,hiking, biking and yoga, fly fishing and a cheese
seminar to our Taste of Vail guests.
• The amphitheater was an amazing location this time of year and we will
continue this perfect location.
• This event solidifies Vail as not only a premier lifestyle resort, but also a
first class culinary destination.
Town of Vail | CSE | 11/2/19 3
Event Strengths & Weaknesses
Exceeded expectations:
• We had our guests arrive and stay at the Saturday tasting. We
spread out the tents, to give more space for all.
Town of Vail | CSE | 11/2/19 4
Event Strengths & Weaknesses
• The hiking and ending on top of the mountain for brunch
was perfect. They saw the beauty of Vail and its
surroundings. We will continue this. We sold out with the
bike and brunch 2 weeks before the event.
• There were brunches throughout town on Saturday:
Vintage had brunch, Matsuhisa and Mid Vail all had
brunch. Guests made and effort to come to these on
Saturday am.
• Taste of Vail hired was a 90% compostable event. The wine
bottles brought us down, with them being recycled.
• We grew our social media presence and we had National
Press from all over the US. We are seeing a growth and an
interest in Vail more than we have in past and we see this
growing in leaps and bounds with a fall event for any press
that may not be skiers.
Town of Vail | CSE | 11/2/19 5
Event Strengths & Weaknesses
Measures that could be taken for event
improvement:
• Wine pop ups were a part of the event
and we will continue this as we saw
many guests at the restaurants on Friday
night.
• This year we saw growth in all of our
events and we will add more lifestyle
events and seminars on Friday and
Saturday.
Town of Vail | CSE | 11/2/19 6
Event Budget
Total event budget: see attached
• CSE funds: $25,000
• Funding utilization: CSE funds were used for creating a new
event. We had PR as the top priority.
Town of Vail | CSE | 11/2/19 7
Event Budget
In-kind sponsorship:
Town of Vail | CSE | 101/2/19 8
Event Budget
Cash sponsorship:
* Event producer to attach detailed budget for recap
Town of Vail | CSE | 11/2/19 9
Estimated Results*
Estimated attendance:
Total tickets: 702 between all events
85% of people stayed in Vail specifically for event: 23 guests responded to survey
13% of people attended previous years and 87% were new visitors
Town of Vail | CSE | 11/2/19 10
Estimated Results*
* Based on survey results.
Town of Vail | CSE | 11/2/19 11
Survey results for 2019 23 guests did survey
Estimated Results*
* Based on survey results.
Town of Vail | CSE | 11/2/19 12
Estimated Return on Investment (ROI)*
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/
subpage.asp?dept_id=48
Town of Vail | CSE | 11/2/19 13
Our ROI will be on the survey- we have 701 guests in town for event.
Our ROI does not show itself on this survey. We saw people in town on a weekend that begins to be slower. We saw
ticket buyers and we feel that this event was a success event with adverse conditions. We feel that our roi this year
was showcasing Vail at one of its prime times. We will continue and the ROI will grow!
This event shows that of the 23 people that filled out survey, they are visiting and staying for 3-5 days.
Visitor Intent to Return*
14 Town of Vail | CSE 11/2/19
Satisfaction ratings:
Net Promoter Score 27
When discussing with guests we felt we have a
strong presence in both guests, including wineries
that intend to return. We are working with
creating this an event that is like no other and will
be working to ensure our ROI increases.
The crisp fall breeze and amazing sunny days
are an invite that every visitor is estatic about.
* Based on survey results form 2019
Topline Marketing Efforts
• 55% of our guests were informed about event happenings via numerous e-blasts
that were distributed between April 2019 and September 2019. E-communications
were distributed to approximately 50,000 people.
Town of Vail | CSE | 11/2/19 15
Topline Marketing Efforts
Town of Vail | CSE | 11/2/19 16
Topline Marketing Efforts
Town of Vail | CSE | 11/2/19 17
Topline Marketing Efforts-2019 Reach
Town of Vail | CSE | 11/2/19
• Through the help of
a1n7d PR team, or m
continued to grow
national presence.
Topline Marketing Efforts
Town of Vail | CSE 11/2/19 18
Topline Marketing Efforts
9News Online: https://www.9news.com/article/entertainment/events/9-things-to-do/9-things-to-do-in-colorado-this-weekend-sept Vail
Beaver Creek Mag: https://www.vailmag.com/articles/2019/9/18/vbc-weekend-agenda-sep-20-22
Vail Daily: https://www.vaildaily.com/entertainment/taste-of-vail-pairs-southern-hemisphere-food-and-wine-with-the-vail-lifestyle- this-
weekend/
https://www.westword.com/restaurants/best-denver-food-and-drink-things-to-do-from-september-15-to-19-2019-11478497
https://www.westword.com/restaurants/best-denver-food-and-drink-things-to-do-from-september-9-to-13-2019-11471501
https://303magazine.com/2019/09/the-fall-wine-and-food-classic-returns-to-vail-for-the-third-year/
Town of Vail | CSE 11/2/2019 20
Topline Marketing Efforts
Town of Vail | CSE 11/2/2019 21
Topline Marketing Efforts
Town of Vail | CSE 11/2/2019 22
Community Contribution
Taste of Vail is a celebration of the outstanding food, wine and culture that is
abundant in beautiful Vail, Colorado.
The Taste of Vail’s impact on the community is from the promotion of Vail as a world
class culinary destination.
Events were held throughout Vail at restaurants and on Vail Mountain as well we our
beautiful Betty Ford Gardens and the Gerald Ford Ampitheater. We had events bring
people back to town
The community is a large part of our event because Taste of Vail is a volunteer
organization. We had 8 volunteers and 12 paid staff at this event and they were an
amazing help for our end result.
Town of Vail | CSE | 11/2/19 23
Sustainability Efforts
• We use post consumer recycled paper on all collateral and printed materials.
• We were innovative in our use of compostable service-wear.
• All was approved by Walking Mountains Science Center and by Honeywagon as
compostable for our area.
• By the very nature of the event we encourage public transportation and shuttles.
Town of Vail | CSE | 11/2/19 24
Additional Information
Town of Vail | CSE | 11/2/19 25
Budget Attached
Thank you to Town
of Vail
The Taste of Vail would like to thank
the town of Vail for working with us
and making the 3rd Taste of Vail Fall
Wine & Food Classic a success.
We appreciate all your support with
our event.
The event will grow and change with
the Town of Vail’s support and we
appreciate everything you have done
for us. Thank you.
Pictures by Christian Apps
Photography
Town of Vail 25
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
Attachment: taste-of-vail-fall-2017-9669_23528474818_o.jpg
Attachment: taste-of-vail-fall-2017-9646_37380186211_o.jpg
Contacts: Angela Mueller
First Name:
Angela
Last Name:
Mueller
Linked User Form
info@tasteofvail.com
2019 CSE Reviews: 20954688
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