HomeMy WebLinkAbout46. Gourmet on Gore_10-01-2020Events RFP 18/19/20/21: Gourmet on Gore
EVENT & APPLICANT OVERVIEW
0. Email contact
myriah@gohighline.com
1. What is the name of your event/program?
Gourmet on Gore
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?
$0
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
$80,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
09/03/2021
7. Proposed Event/Program End Date
09/06/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
9/3: Gourmet on Gore Tasting Tour
Food Trucks Al Fresco event
9/4: Gourmet on Gore Open Air Tasting
Gourmet, Let's Go!
Kids Culinary Corner
9/5: Gourmet on Gore Open Air Tasting
Gourmet, Let's Go!
Kids Culinary Corner
9/6: Gourmet on Gore Brunch Off Bridge Street
8. Are your event/program dates set or could they changed?
Event dates cannot be changed
9. Name of person completing the application
Myriah Blair
9a. Title of person completing the application
CFO
10. Provide name of person or entity to whom the funding check will be cut.
Highline
11. Mailing Address Street
PO Box 4550
12. City
Vail
13. State
Colorado
14. Zip Code
81658
15. Telephone number
970-476-6797 x701
16. Email address
myriah@gohighline.com
17. Event/program and/or organization website
gohighline.com | gourmetongore.com
18. Number of years organization has been in business
22
19. Organization's Mission Statement
To foster a culture in which Highline team members are challenged to excel in providing all customers with exceptional service,
extensive knowledge and an unwavering commitment to ethical excellence - not only to complete client satisfaction-but beyond
all expectations!
20. Organization's Tax Status
For Profit
21. If applicable, please attach current State Department of Revenue Certificate with this application.
22. Does the event or program benefit a charity or organization?
Yes
22a. Please name and describe the beneficiary
Vail Veterans Program
Since 2004, the Vail Veterans Program (VVP) has been transforming the lives of military injured and their families through
innovative programs that build confidence and improve lives. VVP offers summer and winter therapeutic recreational
programming, caregivers retreats, and through a partnership with Johnson & Johnson’s Human Performance Institute, the
Veteran’s Path to Success training program, to help veterans define their new life mission. In addition to signature programming,
VVP also offers Family Support programs including a week long adventure at Black Mountain Ranch in McCoy, CO, where families
create lifelong memories. VVP programs define new recreational possibilities, build communities of mutual support, encourage
healthy recovery, and enable wounded veterans and their families to discover their “new normal.”
VVP participants include severely injured United States military personnel who have been severely injured while serving our
country. Most veterans that attend our programs are patients of Walter Reed National Military Medical Center in Bethesda,
Maryland, Brooke Army Medical Center in San Antonio, Texas, and the Naval Medical Center in San Diego, California.
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?
14
1b. Please describe the location(s) of the event or program in previous years.
LOCAL BUSINESSES-POP UP LOCATIONS-VAIL VILLAGE: Food Trucks Al Fresco (New in 2019)
WILLOW BRIDGE ROAD, GORE CREEK PROMENADE AND GORE CREEK DRIVE: Gourmet on Gore Tasting Tour, Gourmet on Gore
Open Air Tasting and portions for Brunch Off Bridge Street
VAIL VILLAGE/SLIFER PLAZA; MOUNTAIN PLAZA: Gourmet, Let’s Go!
2. Please provide a detailed description of the event/program and its activities.
This Labor Day Weekend tradition in Vail is a festival of wine, spirits, food and jazz set in Vail Village. This unique culinary festival
offers an open-air tasting with world-class wine, beer and spirits paired with culinary delights from Vail’s top culinary experts.
Gourmet on Gore offers free admission to most events and a variety of additional events including a refreshing new Friday night
event, Food Trucks Al Fresco,Gourmet, Let's Go!, an adventure in lifestyle and culinary as well as a refreshing new twist to an
open air brunch on Labor Day.
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.
E. MEADOW DRIVE:
September 3, 2021-6:00PM-9:00PM
GORE CREEK DRIVE:
September 4-5, 2021-11:00AM-6:00PM
September 6, 2019-10:00AM-3:00PM
BRIDGE STREET:
September 4-5, 2021-11:00AM-6:00PM
September 6, 2019-10:00AM-3:00PM
WILLOW BRIDGE ROAD
September 4-5, 2021-11:00AM-6:00PM
September 6, 2019-10:00AM-3:00PM
GORE CREEK PROMENADE
September 4-5, 2021-11:00AM-6:00PM
MOUNTAIN PLAZA:
September 4-5, 2021-11:00AM-6:00PM
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.
All will take place in the Town of Vail/Vail Village with the exception of the Gourmet, Let's Go! program which features lifestyle
activities for the active Gourmet on Gore guest. All hike, bike and TBD events will meet in Vail but will include surrounding areas
where best suits the type of activities featured.
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.
Here is a snap shot from 2019 with plans to continue similar efforts and expand further in 2021:
• Continued to make composting, recycling and trash sorting a priority for the event.
• Hired specific staff to assist consumers with trash, recycle and compost separation at point of disposal
• Event partner, AUDI, offered free/promotional water bottles as part of their activation to encourage the use of the water
stations.
• Proactively worked with restaurant vendors on composting/recycling/waste efforts through one-on-one communication and
providing ample boxes to meet individual needs
• All vendors were required to use compostable service ware
• Staff was hired and an integral part of consumer education relating to disposal of event materials
• Anheuser Busch enhanced the green efforts by supplying glassware that came with each beer purchased and could be reused
throughout the event and take home as a souvenir
• Highline promoted the sales of the Official Gourmet on Gore wine glass as a way to encourage less plastic cup use for wines
purchased throughout the event
• Use of hard line power so no generators were needed
• Staff carpooling from Denver and within the valley during the event
• Strict no idling policy for all vendors and staff during load in/load out
• Signage that can't be reused has been re purposed at this event and others (trash boxes, bags, front range companies, etc.)
• Used re-usable table linens at all tents (instead of disposable) and cleaned as needed (vs. replaced)
• Encouraged restaurants to offer vegetarian selections
• Encouraged restaurants to eliminate single serving/use condiments
• Encouraged restaurants to buy local and produce dishes using those ingredients
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
60
2. Number of volunteers needed
25
3. Number of event/program staff
80
4. Estimate of total number of spectators/attendees anticipated
26,000
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
17,250
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
8,250
3. Estimate the number of international guests your event/program will bring to Vail
500
4. How will your event/program increase sales tax in Vail?
Nearly half of attendees come to Vail over Labor Day weekend for the primary reason of this event. As an event producer based
in Town of Vail, not only does Highline drive increase in sales tax but the guests are also spending a significant dollar amount at
Town of Vail restaurants. Lodging, shopping and recreation are also key drivers for increased sales tax spending in Vail.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
VISION: To be the Premier International Mountain Resort Community!
MISSION: Grow a vibrant, diverse economy and community and preserve our surrounding natural environment, providing our
citizens and guests with exceptional services and an abundance of recreational, cultural and educational opportunities.
Gourmet on Gore continues to position itself as a world class culinary, spirit and beer festival that offers a unique low barrier to
participate for guests of Vail and locals alike. With the outdoor atmosphere of the Open Air Tasting, guests are able to enjoy all
that make Vail one-of-a-kind. The event supports and showcases Vail restaurants, businesses and services in an environment that
encourages exploration and discovery.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
• Gourmet on Gore compliments what Vail Summer has to offer as a high-end event that appeals to the social side of individuals
and families who seek a mountain experience where they are able to explore Vail Village, Vail culinary talent, and Vail arts
• As always, the event meets the highest quality standards of production, organization and venue aesthetics
• All restaurant partners provided high-quality service and products, representing Vail’s culinary expertise well and fitting Vail’s
brand promise Like Nothing on Earth
7. CRC - Event Timing: How is it the right event/program at the right time?
Gourmet on Gore continues to provide world class experiences for guests and keeps Vail on the map as a premier destination
over Labor Day weekend in Vail. A successful holiday weekend in Vail showcasing the best of what Vail has to offer in Summer,
closes out the guest season with them wanting more. This event drives overnight visitors for the sophisticated traveler.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
• Gourmet on Gore provides a safe, relaxing and sophisticated atmosphere, reflecting Vail’s year-round ambiance
• The event venue visually compliments Vail’s natural beauty, and is structured in a way to make guests feel at ease and
comfortable in their surroundings
• Guests are able to engage directly with local restaurants and vendors seamlessly, gaining a glimpse into the classy culinary
world of Vail as well as local businesses and their personas
• The essence of Gourmet on Gore comes from the mixture of attendees both traveling from all over the world and from within
the Vail Valley to experience world-class food and beverages together
• The Vail community/participant groups is what crafts this successful weekend and a continued partnership with Vail Veterans
program provides an additional strength and tie to the community
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
In 2019, Gourmet, Let’s Go!, continued it's success as the highly anticipated culinary and lifestyle event in Vail with hiking, biking
and yoga. The variety of different activities helped expand and grow participation. We also added the fresh new Friday event,
Food Trucks Al Fresco. Culinary delights in a fun open-air food truck atmosphere with music and entertainment. Plans for 2021
will continue to build this program as needs continue to grow.
Culinary focused seminars at The U, was an educational and interactive offering to learn more about beer, wines and food during
Gourmet on Gore. This program will be re-imagined and refined for 2021 based on partner/sponsor involvement.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
The beauty of Gourmet on Gore is the opportunity for Vail guests to interact with the Vail chefs, brew masters, sommeliers,
culinary entrepreneurs and more throughout the weekend. The open-air tasting experiences are the pillar of the event and the
main thing that drives event partnerships. We look to event partners to bring in additional activation to the event and since
Highline specializes in creating custom event partnerships, a relevant and fun experience for our Vail guest is top of mind.
Gourmet, Let's GO! lets guests get out and be a part of some of the favorite activities in Vail in the summer: Yoga, Biking and
Hiking. By offering an elevated experience for the more outgoing guests and locals and pairing them with culinary delights,
Gourmet on Gore continues to re-imagine ways to include more guests into the event.
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.)
• This Vail tradition has valuable brand equity and is an annual tradition for many multi-generational families.
• Gourmet on Gore 2021 will follow a similar plan as that in 2019 which was promoted through grassroots, print, digital, social,
radio and PR marketing efforts reaching more than 6,301,717+
o Print: 875,300+ impressions
o Digital: 5,095,242+ impressions
o PR: 5,131,175+ impressions
Over $75,000 in media value was delivered by this integrated campaign.
The PR campaign generated over $61,000 in equivalent media value.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
This event offers a variety of exposure opportunities for local, regional and national brands. By securing partnerships as early as
possible, Gourmet on Gore looks to capitalize on sponsors’ marketing assets including social, digital and grassroots efforts to
connect to the event.
The diverse programming elements connect a variety of different groups and consumers to the event so aligning with all the
partners specifically as it relates to Food Trucks Al Fresco, Gourmet, Let’s Go!, Brunch on Bridge Street and the Open Air Tasting
furthers the outreach and information sharing. Highline creates and provides customized collateral materials and digital creative
for event partners to utilize and grow event exposure.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
Highline has been producing events in Vail for more than 21 years and is known to produce world-class events. Should the Town
of Vail choose to look to grow the event and increase event elements in the future through increased funding, Highline has the
knowledge, background and team to increase the event elements and collaborate with event partners for success. Additionally,
the passion and ownership Highline feels toward Gourmet on Gore is evident with the commitment to evolve each year and
create a memorable and lasting experience for all who participate and attend the event.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
2020 has proven to be a difficult time for everyone. The Town approached Highline about a 2020
event(Vail America Days) and we were able to help come up with ideas to bring this wonderful community event to
life during a time when it was needed most. We were able to adapt and safely implement all state
and local public health orders while keeping the community spirit alive.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
2020 has proven to be a difficult time for everyone. The Town approached Highline about a 2020
event(Vail America Days) and we were able to help come up with ideas to bring this wonderful community event to
life during a time when it was needed most. We were able to adapt and safely implement all state
and local public health orders while keeping the community spirit alive.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
5,750
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$5,850,000
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?
$2
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.
Non-local attendees will be directed to Vail lodging options via call-to-actions to the event website placed in event advertising and
collateral materials. These items will include newspaper print ads,
web, posters, digital rack cards, social media inclusion and through phone inquiries via phone directing public. Tracking and
estimation will be acquired through mTrip reports and intercept surveys as provided by the Town of Vail.
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.
Funds will support the marketing, increased event experience and operational expenses associated with the event.
There is a renewed and continued focus on the efficiency of events regarding load in/load out and trying to minimize the impact
to the Town of Vail businesses/merchants, guests and resources. The funds received will help Highline to continue to streamline
these efforts.
The costs to support and implement the green initiatives that align with the Town of Vail values and goals continue to be a large
investment for staff, equipment and services and continues to be a focus for Gourmet on Gore.
New program development/entertainment in 2021 is planned to help create differentiating offerings for consumers to keep
Gourmet on Gore evolving and re-imagined.
2. Please upload the provided complete event/program budget template here.
2021 GOG RFP Event Budget.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
28
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
Change in marketing plans, programming and depth of opportunities
Potential change in seating, umbrellas and expansion of guest experience
Longer duration for load in and load out which may impact venues/merchants and the ability to efficiently execute the event
operationally
The inability to have new/more entertainment
5. Should the CSE decide not to support this event/program at all, will it still occur?
No
6.What dollar amount of the total event/program revenue do you expect the event itself to generate? (ticket sales,
merchandise, food and alcohol sales, etc.)
195,000
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.
TOV GOG MARKETING PLAN_2021-CSE.xlsx
1. Objectives: What are you trying to accomplish through your marketing efforts?
• Engage our target demographic far enough in advance to allow time for guests to plan their trip to Vail for Labor Day Weekend
• Engage our target demographic both locally and state-wide in the weeks leading up to the event to draw in additional returning
and new weekend and day-visitors to Vail
• Encourage guests to stay for the duration of the 4-day event and to book lodging with local lodging partners
• Represent the event as a sophisticated, food and beverage festival which is a staple in Vail’s summer season
• Showcase the variety and depth of programming to appeal to a wider audience
2. Strategy: How will you meet your objectives?
• Use historically successful marketing strategies to reach our target audiences through print, digital, radio, social media and
grassroots advertising, as well as PR efforts. *Please see the attached marketing plan for details.
• Work with sponsors and restaurant and beverage partners to promote the event to extended networks, including foodie
networks in Colorado
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.)
• Gourmet on Gore encourages local businesses the opportunity to self-promote throughout the weekend as either restaurant
partners or expo-partners of the event, engaging the local community and visitors alike
• Work with sponsors to expand upon specific event elements such as the Tasting Tour or Gourmet, Let’s GO! which promote
community engagement by providing unique platforms for involvement
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, Online Event Listings, E-newsletters, Web, Media Plan/Public
Relations, Grassroots, Facebook, Instagram, Twitter, Posters, Rack Cards, Signage – Banners, etc, Co-promotions, Partnerships,
Local Vail Businesses, Concierge Visits, Other
5a. Please explain "Other".
A dedicated website will support the event at gourmetonegore.com
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Myriah Blair
6b. Telephone Number
970-476-6797 x701
6c. Email Address
myriah@gohighline.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$100,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$0
2. Please list your confirmed sponsors or partners.
Highline is currently in the process of partnership renewals for 2021.
3. Please explain the potential for additional sponsorships or partners.
This event offers a variety of exposure opportunities for local, regional and national brands. Highline would like to grow the event
with additional media partners, marketing partners, partnership activation and restaurant/beverage partner exposure as long as
the overall event footprint allows.
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.)
HighlineCapabilities_July copy.pptx
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?
Highline is committed to creating world class events and putting smiles on peoples faces.
REQUIRED ATTACHMENTS
2020 Event Recap
GOG19_CSE Event Recap.pptx
Organization rosters naming all officers, board of directors and respective positions as relevant
Highline Sports Staff.docx
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
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
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
Myriah Blair
Number
Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
2021 GOG RFP Event Budget.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
TOV GOG MARKETING PLAN_2021-CSE.xlsx
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
HighlineCapabilities_July copy.pptx
2020 Event Recap
GOG19_CSE Event Recap.pptx
Organization rosters naming all officers, board of directors and respective positions as relevant
Highline Sports Staff.docx
Expenses
Program Budget for Gourmet on Gore 2021
> Expenses
Estimated Actual
Total Expenses $277,250.00 $0.00
Site/Location/Operations Estimated Actual
Administrative 4,500.00
Equipment Rentals 45,000.00
Event Merchandise 5,000.00
Event Supplies 6,000.00
Insurance 7,500.00
Labor 53,000.00
License/Permit/Venue Fees 1,500.00
Project Fee 45,000.00
Security/Medical 14,000.00
Talent/Entertainment/Production 6,500.00
Trash/Recycle/Composting 10,000.00
Total 198,000.00 $0.00
Food & Beverage Estimated Actual
F&B Expenses 45,000.00
Charitable Donation 2,000.00
Total 47,000.00 $0.00
Travel/Lodging Estimated Actual
Lodging 7,750.00
Total 7,750.00 $0.00
Branding Estimated Actual
Printing/ Reproduction / Signage/De 8,000.00
Total 8,000.00 $0.00
Marketing Estimated Actual
Advertising/Marketing/Digital/Socia 9,000.00
Total 9,000.00 $0.00
Sponsorship Implementation/Fulfillm Estimated Actual
7,500.00
Expenses
Total 7,500.00 $0.00
Income
Program Budget for Gourmet on Gore 2021
> Income
Estimated Actual
Total Income 275,000.00 $0.00
CSE
Estimated Actual
2020 RFP Request 80,000.00
80,000.00 $0.00
Tickets/Admissions
Estimated Actual
Expo | Partner Activation | Tickets 10,000.00
10,000.00 $0.00
Other
Estimated Actual
Sponsorships 100,000.00
F&B | Merch Sales 85,000.00
185,000.00 $0.00
Summary
Program Budget for Gourmet on Gore 2021
> Profit - Loss Summary
Estimated Actual
Total income $275,000.00 $0.00
Total expenses $277,250.00 $0.00
Total profit (or loss)-$2,250.00 $0.00
Estimated Actual
$0.00
$50,000.00
$100,000.00
$150,000.00
$200,000.00
$250,000.00
$300,000.00
Total income
Total expenses
GOG Overview
Pre-event Begin Promotional Push Ramp Period Last call Post Event
2021 Countdown Week 16 Week 15 Week 14 Week 13 Week 12 Week 11 Week 10 Week 9 Week 8 Week 7 Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 Week 0 Week -1 Week -2 Week -3
Calendar Dates (Fri)14-May 21-May 28-May 4-Jun 11-Jun 18-Jun 25-Jun 2-Jul 9-Jul 16-Jul 23-Jul 30-Jul 6-Aug 13-Aug 20-Aug 27-Aug 3-Sep 10-Sep 17-Sep 24-Sep
Key Event Website Accurate Official event launch Early Bird Last chance to save
Email Blasts SUMMER EVENTS PROMO Eblast #2 sent on 7/30 Email Blast #3: Email Blast #4: Email Blast #5: 8/27 (LAST CALL)
Facebook
Instagram
Other Social
Paid social 3-day run 2-day run 3-day run 1-day run 3-day run 2-day run 5-day run 5-day run 5-day run
Influencers
Partnerships
Audi
SSF
AB-Stella
VRC
Mountain Living
Tahoe Kitchen
Web-Based Vail Daily Digital Campaign
Print Vail Daily Vail Daily
Press Release Vendor Applications Open TT Tickets Available Full Schedule Event News
Grassroots Posters Continued Advertising…
Grassroots Rack Cards Continued Advertising…
Concierges email outreach email outreach
Radio KZYR The Zephyr
GOG
Weekend
Posters Distro
Aug 6-10
_x000D_2016 GOURMET ON GORE _x000D_Media Plan_x000D_GOG Mkt Overview CSE
GOURMET ON GORE 2021
Print
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Highline
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9News.com Things to do Labor Day weekend in CO
Spend
C R A F T I N G I M P A C T F U L
C O M M U N I T Y
C O N N E C T I O N S
2
THE NUMBERS
365 days per year of global brand integrations that
provide direct engagement with an active, affluent
and passionate lifestyle consumer
5 PARTNERSHIP PLATFORMS
Bringing brands to life within resort
communities around the world
12 SIGNATURE EVENTS
Expand your reach to a global community
through extended media opportunities
including social, digital, and television
GLOBAL BRAND EXPOSURE
Affluent active lifestyle consumers who
choose to invest their time and finances
into unique, memorable experiences
5.6M QUALIFIED CONSUMERS
Anticipating partners’ needs before they arise
by leveraging our long-standing history in
experiential marketing
23 YEARS OF EXPERIENCE
3THE ACTIVE LIFESTYLE
CONSUMER
300K SIGNATURE EVENT ATTENDEES
5.6M TOTAL PARTNERSHIP GUESTS
78%$150K
AGED 25 -55
AVERAGE AGE: 38
AVERAGE HHI
TOP DMA’S REPRESENTED
Atlanta
Dallas
Denver
Chicago
Los Angeles
New York City
Salt Lake City
41% FEMALE | 59% MALE
4
CREATING
MEMORABLE
MOMENTS
Since 1996, Highline has been creating and
producing engaging experiences that create
powerful connections between brands and
consumers.
Our rooted understanding of the affluent outdoor
enthusiast and our collaborative approach fosters
fresh ideas guided by insight and strategy. Highline
knows how to stimulate abiding brand loyalty by
engaging core consumers on a personal, emotional
level.
5
01
02
03
04
1.9B total media impressions,65,000 event attendees, 6 continents, 360K+ monthly
web visits, 1.8M+ social media followers
BURTON
4.5M summer visitors,550K winter visitors, 2.5K acres of in-bound terrain, 459”
average annual snowfall
JACKSON HOLE MOUNTAIN RESORT
33K+ summer event series attendees, 2.2M square feet of resort space, 18 summer
events, base area to the largest ski resort in the U.S.
CANYONS VILLAGE AT PARK CITY
1.15B global media impressions, 363K passionate spectators and competitors, 126
races, 30 countries, 6 continents
XTERRA
05 6 luxury hotels & 2 world class ski resorts, 120+ days of events, 316K+ monthly web
visits, 500K+ email subscribers, 292K+ social media followers
GRAND AMERICA HOTELS AND
RESORTS
WORLD-CLASS
PARTNERSHIP PLATFORMS
6
With thoughtful activations and intentional
partnerships, we’re creating opportunities to
delight our guests and send them home with
memories of a lifetime.
Our holistic partnership approach is value-
driven and provides exclusivity, experiential
activations, and media distribution that are
customized to support the business objectives
of our individual partners.
We create unique opportunities for affluent,
active lifestyle consumers and are seeking
like-minded brands that will enhance the
guest experience and engage our community.
PARTNERSHIP
APPROACH
7
SIGNATURE SUMMER EVENTS
V A I L A M E R I C A
D A Y S ™
J U L Y
V A I L , C O
3 0 K A T T E N D E E S
X T E R R A O F F -R O A D
T R I A T H A L O N
& T R A I L R U N S E R I E S
M A Y -O C T
AL, C O , U T , H I
1 3 K A T T E N D E E S
G O U R M E T O N G O R E
S E P T E M B E R
V A I L , C O
3 5 K A T T E N D E E S
V A I L
O K T O B E R F E S T ™
S E P T E M B E R
V A I L , CO
5 0 K A T T E N D E E S
Signature Off-Road Triathalon
& Trail Run Series
Gourmet Culinary and
Mountain Lifestyle Festival
Traditional Bavarian
Celebration of Autumn
Patriotic Celebration of
America Parade and
Fireworks
J U L Y 3 RD
C E L E B R A T I O N
S U M M E R C O N C E R T
S E R I E S
C V M A
O K T O B E R F E S T ™
J U L Y -S E P T E M B E R
P A R K C I T Y , U T
3 3 K A T T E N D E E SSummer Exposure Series with
Weekly Events All Season Long
8
VA IL S NO W D A Y S
D E C E M B E R
V A I L , C O
4 0 K A T T E N D E E S
SIGNATURE WINTER EVENTS
B U R T O N U S O P E N
M A R C H
V A I L , C O
6 2 K A T T E N D E E S
JA C K S O N HO LE
R E ND E Z VO U S
S P R ING F E S T IVA L
M A R C H
J A C K S O N H O L E , W Y
1 8 K A T T E N D E E S
S P R ING B A C K
T O VA IL
A P R I L
V A I L , C O
3 0 K A T T E N D E E S
Winter Kick-Off Music &
Pray for Snow Festival
Longest Running Snowboard
Competition in the World
Iconic Spring Music &
Lifestyle Festival
Epic Celebration of Spring Skiing
& Mountain Activities
9
EXPERIENTIAL
From creative strategy
through flawless
execution, we tell brand
stories by engaging
consumers in fresh,
innovative and result-
driven experiences that
influence and change
consumer behavior.
BRINGING
BRAND
STORIES TO
LIFE
10
MAKERS
OF “YOU
HAD TO
BE
THERE”
We develop, high-impact,
comprehensive event plans. We
anticipate challenges and provide
solutions, and then we implement and
produce mouth-dropping, eye-
opening, unforgettable live events.
PRODUCTION
11
SUCCESS STORIES
25 Audi displayed five vehicles at Gourmet
on Gore with three dealer lead -
generation activations and 2,000
premiums distributed
VE HIC LE S S O LD 194 Smirnoff sampled infused vodka
flavors at their customized space
and product was sold at 18 venue
bars during Jackson Hole
Rendezvous with three brand
ambassadors over four days of
activation
B O T T LE S D E P LE T E D 30
0
Verizon hosted their VerizonUp VIP
Lounge for Verizon members during the
Vail Snow Days free headliner concerts,
which filled to capacity each night and
featured an open bar, catered food,
private restrooms, and other surprise
and delights!
VIP G U E S T S
12
THE HIGHLINE WAY
We are passionate about our work and about our
partners, compelling us to do whatever it takes.
PASSIONATE
Our senior leaders are all-in from day one.
Clients are in the trusted hands of a senior team
who is with you until the end.
ALL-IN MENTALITY
With 23 years experience, we can handle
everything from large-scale live events to
intimate VIP events.
SCALABILITY
We are dedicated to staying ahead of the curve .
Our clients count on us to provide them with
fresh ideas and we believe innovation is directly
linked to the creative process.
INNOVATION
13WHAT
THEY’R
E
SAYING
“This team has the true ability to recognize
opportunity and implement effective
partnerships, meant to last.”
–Brian Elliott | SVP Marketing |Universal
McCann/Jeep
“Highline consistently produces high -quality
events and activations. They understand our
brands, our strategies and objectives and
delivers above and beyond our expectations.”
–Steve Jaccaud | Sr. Manager Experiential
Marketing | Anheuser-Busch
“Highline is the best of both worlds; the
firepower and strategic counsel of a big
agency, with the nimbleness and personal
service more commonly associated with a
small agency.”
–Bill Jensen | Former President, Vail Resorts |
CEO, Intrawest | CEO, Telluride Ski Resort
LET’S TALK!
VAIL | 12 Vail Road, Suite #500, Vail, Colorado 81657
DENVER | 3001 Brighton Blvd, Suite #628, Denver, Colorado 80216
970.708.1192
Eric Slayman
Director, Sales & Partnerships
eslayman@gohighline.com
Surveyed Event Recap: Gourmet on Gore
Cultural, Recreational & Community Category
November 6, 2019
Gourmet on Gore: Aug 30-Sept 1, 2019
3
Labor Day weekend
14th Annual Gourmet on Gore
Vail Village Food and Beverage Tasting Festival
Highlights
•25,000 attendance throughout the weekend
•3 beer pouring stations at the open-air tasting event including (4) varietals
•9 winemaker stations at the open-air tasting
•2 spirit brands offering (3) varietals at the open-air tasting
•20 restaurant and sponsor expos
•Print: 810,000+ impressions
•Digital: 6,000,000+ impressions
•PR: 6,100,000+ impressions
Gourmet on Gore: Aug 30-Sept 1, 2019
Overall Event Highlights & Successes
4
•Gourmet on Gore extended the social reach with the intention to focus on the mature/sophisticated demographic as well as the young/independent guest. It’s the perfect
weekend for second homeowners and locals, and continues to prove to be a top notch girls weekend, Front Range getaway, destin ation weekend for a group of friends and
families, and/or the active foodie from the region.
•New for this year, Food Trucks Al Fresco was created to provide a unique experience in town, open to the public so more guests could enjoy kicking off Labor Day weekend
in Vail. The thought was to offer a new, hip opportunity in Vail for guests and locals. This surprising experience and fun entertainment was a larger success than event
promoters had anticipated.
•Following suit to previous years, the event saw huge crowds on Saturday and Sunday within the open-air tasting event and great support for local restaurants.
•With extended programming, Gourmet, Let’s Go! returned with a variety of options for the active foodie. The Trail to Table ev ent was this year’s most popular. This program
offered an increased value for the cost of the ticket over last year with a higher quality food experience, a unique and intimate beverage tasting seminar, additional
partner enhancements and very little barrier to entry. Culinary delights, yoga, biking and multiple paired lunches were impressive.
•The 2019 Gourmet on Gore original event artwork provided by Carrie Fell was an amazing addition to the event. Her original ar twork was on display at Gib Singleton Gallery
and complimentary signed copies of the poster, with a new black/white look, were available to guests of the open-air tasting. The event received positive
feedback and event organizers as excited to continue this relationship and unique opportunity.
Attendance Estimate
5
•Gourmet on Gore achieved the expected similar attendance numbers to previous
years at the open-air tasting event. The attendance at the Friday night Food Trucks Al
Fresco actually surpassed expectations.
•How would you impact attendance next year?
•The marketing mix proved successful with carefully planned social targeting
and buys. We plan to start this push sooner for 2020 to increase following
and explore more in way of long-lead PR or promotional avenues.
•More and more, the event partners want to be savvy, unique and engaging
with their social and/or digital following. We will continue to collaborate and
lean in for the betterment of the awareness, guest experience and
partnership exposure.
Visitor Type
6
•Was this the visitor type split you expected?
•We continue to see the majority of guests as overnight visitors.
•It is good to see the increase for 2019 in the full time resident of
Town of Vail or Seasonal resident of Vail Valley. Reason being, we see
this group as key influencers and this demographic fits nicely with
some specific event partner objectives. This is a strong mix.
•What steps would you take to optimize visitor mix for future events?
•Grassroots marketing, as a way to increase word of mouth, is a key
driver. While it may be very time consuming, it is important to be in
front of our community, concierge groups and influencers with the
details!
•Event producer data-capture and social reach continue to be
strategically utilized and optimized to bring new guests.
Overnight Visitor Profile : Overnight Visitors & Seasonal Residents Only Only
7
•What measures did you take to encourage attendees to book lodging in the Town
of Vail?
•Sought out strategic, marketable lodging partners
•The demographic lends to the increase in vacation home use/timeshare
•Extensive toolkits were provided to lodging groups and we continued the reach
out through in person visits, calls, direct-dial to the outreach list and multiple
concierge email blasts so lodging groups could be strong and savvy with
messaging (both content and creative).
Overall Visitor Profile
8
•Who was your anticipated target demographic? Did you reach your target
demographic?
•In comparison to 2018, we saw a rise in the HHI which is relevant to the event
partner brands, wine that is poured, quality experience that Gourmet on Gore
achieves
•Yes, Gourmet on Gore reached its target demographic:
•Affluent luxury travelers
•Foodies/interest in culinary excellence
•Values an active lifestyle and seeks both outdoor adventure and
social engagement
•What would you change to attract that audience next year?
•We would continue the approach. We stay on top of trends and continue to
find relevant touch points to reach our target. High quality brands are a key
part of the event, with strong alignment to World-Class Vail.
Role/Importance of Event in Intent to Visit Vail
9
•What actions did you take this year to generate the number of overnight guests?
•Gourmet on Gore offers something for everyone. Anything from active foodie focus to high-end wines to the not-to-miss slider.
•No cost entry, new schedule inclusions and continuation of a full weekend of events lend to a memorable weekend in Vail for the overnight guest. They will be back!
•How would you increase the number of overnight Vail guests coming for the event next year?
•Repeat the schedule is first and fore-most. This mix worked.
•We will consider additional geo-targeting through social media/strategic planning to be top of mind for a well planned holiday w eekend.
NPS (Net Promoter Score)/Likelihood to Recommend
10
•Do you think the NPS scores reflect the attendee event experience?
•We are pleased to see a 5% increase in NPS since the we didn’t see the
number as a strong fit in 2018. Guests love this event, the vibe, the multiple
activities and the relaxed feel of the Town of Vail for Labor Day weekend.
We hear nothing but praise about the happy Vail guest from the
longstanding event partners
•What steps would you take to improve the NPS scores for your event next
year?
•Event awareness is key. We want the guest to know which events are more
intimate and which days may be more crowded in town –such as Sunday
with multiple flanking events.
•We used some new exposure points/media this year which we plan to use
again. Collaborative efforts with highly connected influencers proved to be
successful.
Estimated Return on Investment (ROI) & Attendee Expenditures
11
•What did your event do to encourage spending in Vail?
•Lodging deals and a full weekend of action is always part of the event
messaging.
•Gourmet Let’s GO! continues to embrace what the mountains have to
offer!
•The Open-Air Tasting concludes each day BEFORE the dinner hour to
promote experiencing the local restaurants.
•We’ve known since the first year Matsuhisa joined us –the event
generates reservations. There was a new restaurant on board this
year who also confirmed this strength of marketing that is offered by
Gourmet on Gore.
Attendance Estimate, ROI
Event Strengths & Weaknesses
12
•How did the event exceed expectations?
•The crowds for Food Trucks Al Fresco were unexpected but the buzz
the event created was amazing. The refreshed, alternative option
for the kick off to Gourmet on Gore created an atmosphere where
guests acted like locals. With tons of open seating, carefully curated
high end food trucks, creative cocktails and unique and memorable
live music performance, this event looks to grow in the future. The
need for additional trucks, offerings and seating was apparent with
some of the lines that formed during the evening. All in all, the
success of the event was exciting and offers new possibilities for
future years.
•The increased targeted marketing approach for this year’s event
helped modernize the outreach and captured a different audiences
which was felt in the attendance Friday night along with the increase
in participation at Gourmet, Let’s Go!
Event Strengths & Weaknesses
13
•What are areas for event improvement?
•While the event is not necessarily looking to grow in size, the guest experience is the place for growth. After 14 years, Gourmet on Gore commits itself to stay
on brand and be true to its core values. The event will continue to differentiate itself from other events in Vail. Event promoters want guests to be able to
flow through the space with ease, find pockets of openness with a table and umbrella to enjoy the food, wine and spirits that were purchased. Based on
feedback throughout the year, the event has morphed to accommodate the feedback.
•This year, the big challenge was a modification to the Gourmet on Gore footprint very close to the event weekend due to construction and space constraints
with other events. The event, guests to the event and partners were all affected by the close-in change. A surprising amount of comments were heard and
noted from guests and partners that reflected on the event. This is an area that is extremely important to sort out for the future.
•The event will continuing the grow within the culinary space to keep fresh and relevant and remain connected to its core.
•With Gourmet on Gore celebrating 15 years next year, the opportunities to become creative and reimagined is in the plan.
Vail Brand Compatibility
14
•How did the event support the Vail Brand?
•Gourmet on Gore continues to offer a high-end,
visually appealing event for guests in Vail. Combining
clean, crisp looks with the best quality brands and
food is part of its DNA. Partnering with relevant
sponsors and restaurants, the goal is to create a
reason for guests to chose Vail over Labor Day
weekend.
•Gourmet on Gore’s programming helps guests enjoy
being outside in this mountain community whether is
be with an active twist or leisurely , soak-it-all-in
approach.
•Aligning with the concept of the premier mountain
community, Gourmet on Gore strives to provide a
premier event experience for everyone that attends.
Community Contribution
15
•How did the event impact Vail’s sense of community?
•The atmosphere at Food Trucks Al Fresco resulted in a perfect mix of
locals and guests interacting in a unique way. With the open space
and availability to move along East Meadow Drive, the event allowed
attendees to enjoy the event as they chose. Whether is was a drink
before going to a restaurant or trying a vegan gyoza, people gathered
and wanted to hang out in the streets of Vail.
•Guests have direct access to Vail’s local culinary talent as well as the
ability to visit retailers, galleries, and shops in the village core.
•Gourmet Let’s Go! encourages guests to experience Vail “like a local”
by pursuing their active lifestyle in areas surrounding Vail Village.
Topline Marketing Efforts
16
•Include overview of top 3 successful marketing tactics or
executions
•Gourmet on Gore was promoted through grassroots, print,
digital, social (paid and organic) and PR marketing efforts.
Goals to increase social/digital were met and PR also saw
an increase.
•Print: 810,000+ impressions
•Digital: 6,000,000+ impressions
•PR: 6,100,000+ impressions
•The addition of the unique Friday night event, Food Trucks Al
Fresco enhanced the event messaging as intended
•The new creative for Gourmet, Let’s GO! & Food Trucks Al
Fresco were noticed
•Please see additional marketing details in the attached
report
Potential for Growth & Sponsorships/Media Exposure
17
•How do you see the event evolving or growing next year?
•Continuing to highlight the local culinary talent, mixed with unique pairings through the lifestyle events, plus “must attend” events like Food Trucks Al Fresco offered
the pinnacle mix. We will enhance each pillar to keep unique offerings top of mind.
•Work closely with the Town of Vail to determine a solid footprint, well in advance.
•What sponsors do you plan to target next year? (Including existing and potential sponsors)
•We plan to target larger regional and national partners similar to those we have included in the past in categories such as: consumer goods products, time piece,
financial institution and more.
•Gourmet on Gore will also work to bring previous and new local partners on board, including smaller businesses, and we know high quality beverage partners are
key.
•How will you leverage media exposure and extend the marketing reach next year?
•Continue to creatively seek outlets that expand the event exposure. I.e. Colorado Yoga + Life Magazine was a really relevant reach and helped to tell the story of
Gourmet, Let’s GO!
•Use marketing tactics that have been successful in the past to reach likely to return guests (the event has a high guest return rate).
•Using 2019 as a springboard, we will continue to build social platforms and organic growth to drive interest and show off the dreamy active,
foodie, scenic imagery and video that so easily comes from the Event.
Sustainability Efforts
18
•What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail?
•By continuing to make composting, recycling and trash sorting a priority at the event, Gourmet on Gore ended up with a 75 % diversion rate which
was 14% higher than 2018. Over 4,000 pounds of waste did not end up in the landfill through the efforts made at this year’s event.
•Water refill stations were utilized throughout the event including Friday night at Food Trucks Al Fresco. Water stations were positioned on East
Meadow Drive, Check Point Charlie, and Gore Creek Drive near the Children’s Fountain. Event partner, Audi, provided complimen tary water bottles
so the event was able to eliminate the need to sell single serve water on site.
•The event worked with vendors to insure compostable service ware was used at all food stations throughout the event.
•Trash bins lids were made from recycled coroplast signs that were re-engineered into educational tops.
•Working with the Town of Vail, hard line/shore power was used for all vendors requiring power for appliances and kitchen equipment. Re-
chargable LED lights were used at the Food Trucks Al Fresco event to further reduce the need for power.
•Gourmet on Gore uses table covers that are re-usable and avoids disposable/one-time use alternatives.
Sustainability Efforts
19
•What waste reduction methods were used during your event/program?
•Highline promoted the sales of the Official Gourmet on Gore wine glass as a way to encourage less plastic cup use for wines purchased throughout
the event.
•Anheuser Busch enhanced the green efforts by supplying glassware that came with each beer purchased and reused throughout the ev ent.
•Staff was hired and an integral part of consumer education relating to disposal of event materials.
•Event partner, Audi, offered free/promotional water bottles as part of their activation to encourage the use of the water stations.
•How could you improve on sustainability efforts for next year’s event?
•Working on a more cost effective solution to the trash/recycle/composting effort will be an area which event promoters will explore for 2020. While
Gourmet on Gore looks to continue the sustainability efforts, finding an more economic opportunity is important.
•The event will continue to work with event partners, suppliers and vendors at Gourmet on Gore to think eco-friendly from start to finish with
recommend changes in ordering, planning, prep and service.
•By continuing to message and communicate to consumers that goals of the event/Town of Vail, work to change consumer behavior across
the board as it relates to culinary events.
Event Budget
20
* Please see detailed budget attached
Item $
Total Event Budget $210,060.95
CSE Funds $40,000.00
Cash Sponsorship
(separate from CSE)
$77,640.00
Other Revenue
(Vendor Fees, Merchandise, F&B)
$81,503.00
Marketing Budget $14,524.00
Profit & Loss [-$11,397.95]
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Operations, Logistics, Marketing
Additional Information/Appendix
21
•Appendix A: Budget
•Appendix B: Marketing Plan
•Appendix C: Survey Dashboard PDF
Thank you
22
Highline Sports & Entertainment
James Deighan-CEO/Owner
Myriah Blair-CFO
Contacts: Myriah Blair
First Name:
Myriah
Last Name:
Blair
Linked User Form
myriah@gohighline.com
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Linked Events 2019
Gourmet on Gore
Linked Form
sbiszantz@gmail.com
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type:dynamic
2019 CSE Reviews: 21212533
What category is this application?
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Linked Events 2019
Gourmet on Gore
Linked Form
mvlaar@vailgov.com
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2019 CSE Reviews: 21212534
What category is this application?
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Linked Events 2019
Gourmet on Gore
Linked Form
mmiano@vailgov.com
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type:dynamic
2019 CSE Reviews: 21212535
What category is this application?
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Submission Date
Linked Events 2019
Gourmet on Gore
Linked Form
jgross@vailgov.com
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type:dynamic