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HomeMy WebLinkAbout03. b. CSE Recap - WCV FinalVisitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Surveyed Event Recap Wine Classic at Vail Cultural, Recreational & Community Category Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Wine Classic at Vail: September 18-19, 2020 Ryan Slater 520-370-8014 Ryan@tppevents.com Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Overall Event Highlights & Successes • Estimated revenue generated to the Town of Vail - $278K • Overall Satisfaction Score 4.4 (on scale of 1-5) • 90% of the attendees came to Vail specifically for the event • 1.8 Average nights spent in paid lodging in Vail • 85% of the attendees staying in paid lodging stayed in Vail • 271 Estimated room nights generated in Vail by the event, $318 average nightly rate TPP is confident we can continue to grow this event as we have in Breckenridge, Steamboat and Park City. We have a proven track record of creating and growing world class wine festivals. Vail will be no different, even in these challenging times. Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Questions from the CSE Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Attendance • Was this the attendance you expected? • Our goal is always to sell out each session, we were able to sell out 4 of the 5 at the 175 ticket cap, including the 5th session added by demand. Overall we were still quite happy being at 95% sell out for an event that was on sale for less than 5 weeks.. • How would you impact attendance next year? • Usually for an event like this we’d like to go on sale 3+ months in advance. We got approval to do this event on August 6th and went on sale on August 12th. We think that with another year of setting expectations that Friday afternoon would be more popular as well. • Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Visitor Type • Was this the visitor type split you expected? • Usually we’d expect to see more Out of State visitors (closer to 30%) and less In-State Day visitors (less than 5%). • Why or why not? Please explain • We believe the Out Of State visitors were down because of the pandemic and less people are comfortable traveling. The majority of cancellations we received were from Out Of State visitors. This also has to do with the short lead time for ticket sales. • What steps would you take to optimize visitor mix for future events? • Go on sale much earlier, continue to market to Out Of State visitors early and encourage them to plan a trip 80% of visitors that came to Vail, CO specifically for the event, were overnight visitors Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Overnight Visitor Profile: Overnight Visitors Only • What measures did you take to encourage attendees to book lodging in the Town of Vail? • Every ticket purchaser receives an email with lodging partner information. We have tracking codes and links from our lodging partners to help track the number of nights booked by the Classic. We also highlight restaurants and other activities to do in the area to encourage them to stay in town. 33%of overnight guests 3+ days Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Overall Visitor Profile • What was your anticipated target demographic? • Majority being Boomers, then Active Professionals - highly educated with a disposable income and attend either as a couple (43%) or in a group of 3+ (57%). • Did you reach your target demographic? Why or why not? • Yes, we expect a highly educated, aged 45-65 for our wine events generally with a large disposable income. • What would you change to attract that audience next year? • While we plan to create longer sessions next year, and do more to market to Active Professionals as well. Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Role/Importance of Event in Intent to Visit Vail • What actions did you take this year to generate the number of overnight guests? • Having afternoon and evening sessions encourages people to stick around for meals and stay overnight. We also send out communications encouraging guests to book other activities in Vail outside of the event. • How would you increase the number of overnight Vail guests coming for the event next year? • We’d like to add a two day package for those attending both days and differentiate the two days more with different breweries or bands Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? NPS (Net Promoter Score)/Likelihood to Recommend • Do you think the NPS scores reflect the attendee event experience? • Yes, but with a few tweaks, we think we could convert a few Passive Supporters to Promoters • What steps would you take to improve the NPS score for your event next year? • 2 hour sessions and keep the experience VIP • More robust snack options at the event Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Estimated Return on Investment (ROI) & Attendee Expenditures • What did your event do to encourage spending in Vail? • We purposely didn’t have food at the event and timed the sessions between normal meal times. • We sent out communications to our attendees highlighting activities, restaurants and hotels for them to visit during their stay. Wine Classic at Vail estimated revenue generation for the Town of Vail: $277K (+/-20%) Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Event Strengths & Weaknesses • How did the event exceed expectations? • The VIP experience and upgraded look of the event. The wineries and guests alike loved the intimacy and one on one interactions they were able to get with smaller crowd sizes. • While we had to use compostable cups for COVID Safety, we did give each guest a reusable branded glass to pour samples into. • What are areas for event improvement? • We’d like to extend the event to 2 hours instead of 90 minutes and add more daily sessions. Next year we’ll add packages for multiple days as well. • We continue to walk the line of public health and sustainability during the pandemic. • We’d like to add a more robust food package as well, while still encouraging dining in town. • We’d like to add in paired dinners as well as additional high end ancillary events and seminars as we’re able to. • Many wineries were under travel restrictions this year, as those lift we will be able to continue to add quality wines. Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Vail Brand Compatibility • How did the event support the Vail Brand? • As compared to the beer festival, we were able to upgrade the look of the event with matching linens, peaked tents, and seating options. • The event had a wide variety of sampling options, including high end wines from across the globe. • This event will always be a high end, VIP- style wine tasting. Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Community Contribution • How did the event impact Vail’s sense of community? • People are looking for ways to support locally right now especially. Supporting local businesses makes them feel like they’re a part of something. Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Topline Marketing Efforts • Include overview of top 3 successful marketing tactics or executions • Facebook digital marketing • Tapping into our existing Database of wine lovers goers who were looking for events to participate in • Digital advertising and PR with Colorado publications Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Potential for Growth & Sponsorship/Media Exposure • How do you see the event evolving or growing next year? • We’d like to extend the sessions to 2 hours instead of 90 minutes • Add more sessions and ancillary events • What sponsors do you plan to target next year? (Including existing and potential sponsors) • Smartwater, Truly/Boston Beer • Spirits and snack sponsors • Other sponsors as they show interest • How will you leverage media exposure and extend the marketing reach next year? • We plan to expand our marketing reach back to our usual out of state folks and start promotion earlier. Having the proof of concept and several print articles, we can stand out in the events market while other events are canceling. Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Growing the Wine Classic TPP has a history of curating great wine experiences. We have had wine festivals in Park City, Breckenridge and Steamboat Springs. Each of these events has grown a loyal following who put the event on their calendar annually, long before tickets go on sale. Here is a preview of the 2019 Park City Wine Festival schedule, as an example of what we hope to grow the Wine Classic at Vail to be. About the Wine Festival A weekend of sampling events, to outdoor excursions, educational seminars, and wine dinners Top restaurants from Park City will be showcasing their cuisine at the Saturday Grand Tasting The event is proud to benefit local non-profits in the Park City community. From the creators of the Breckenridge Wine Classic CONTACT: Katie Jenkins, Event Director 303-777-6887 katie@tppevents.com Thursday, October 3 Park City Uncorked Wine Dinner Series: The Park City Wine Festival begins with a series of wine dinners at local establishments throughout town. 6:00pm • High West Distillery 6:30pm • Montage Deer Valley 6:30pm • Powder at Waldorf Astoria 6:30pm • The Farm Friday, October 4 Nine then Wine Canyons Golf offers challenging and enjoyable golf. After your nine holes, savor a delicious ‘Red & Red’ pairing. 10am • Canyons Golf, Red Tail Grill Stimulate the Senses Prepare your senses for this fully immersive experience that will elevate your appreciation for wine, music and food - together! Noon • Kimball Terrace High Noon at High West Why should wine have all the fun when everything goes well with whiskey, especially if it’s from High West Distillery? 1:00pm • High West Distillery, Wanship Red & Red Savor the delicious pairing of red meat and red wine in this delectable luncheon. 1:00pm • Red Tail Grill Walk of Wine Stroll Park City’s delightful main street to savor a wide collection of wines, beer, and spirits. Partnered with the Gallery Association, venues include Main Street art galleries. 4:00pm • Main Street Park City Best of the Fest Raise your glass and join a select group of wineries as they present their best of show in this intimate tasting experience. 7:30pm • Montage Deer Valley Saturday, October 5 Trails & Tannins Hike + Luncheon Start your day right with breathtaking views of Park City mountain and beyond, end with a paired lunch with Michael David Winery. 10:00am • Canyons Resort, Red Tail Grill The Wine that Sparkles Champagne may still be the finest sparkling in the world, but other regions have made an impressive step toward closing that gap. 10am • Grand Summit Hotel The Australian Revolution Experience eight varietals representing Australia’s wine-making regions. 11am • Grand Summit Hotel Rise and shine with coffee and wine Tannins go hand in hand in this stimulating tasting event as we compare America’s favorite beverages. Noon • Grand Summit Hotel For the Love of Wine Relish in a delicious pairing focused on old world wines in this delectable luncheon. Noon • tupelo The Grand Tasting The grand finale features an impressive selection of domestic and int’l wines; premium craft beer and spirits; and gourmet local food. 1pm-VIP, 2pm-GA • Canyons Village at Park City Mountain Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:30pm • Powder at Waldorf Astoria Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:00pm • The Lodge at Blue Sky Sunday, October 6 It’s a Mary Morning Rise and shine with this refreshing hike and brunch at Stein Eriksen Lodge. 9:30am • Stein Eriksen Lodge About the Wine FestivalA weekend of sampling events, to outdoor excursions, educational seminars, and wine dinners Top restaurants from Park City will be showcasing their cuisine at the Saturday Grand Tasting The event is proud to benefit local non-profits in the Park City community. From the creators of the Breckenridge Wine Classic CONTACT: Katie Jenkins, Event Director 303-777-6887 katie@tppevents.com Thursday, October 3Park City Uncorked Wine Dinner Series: The Park City Wine Festival begins with a series of wine dinners at local establishments throughout town.6:00pm • High West Distillery 6:30pm • Montage Deer Valley 6:30pm • Powder at Waldorf Astoria 6:30pm • The Farm Friday, October 4 Nine then Wine Canyons Golf offers challenging and enjoyable golf. After your nine holes, savor a delicious ‘Red & Red’ pairing. 10am • Canyons Golf, Red Tail Grill Stimulate the Senses Prepare your senses for this fully immersive experience that will elevate your appreciation for wine, music and food - together! Noon • Kimball Terrace High Noon at High West Why should wine have all the fun when everything goes well with whiskey, especially if it’s from High West Distillery? 1:00pm • High West Distillery, Wanship Red & Red Savor the delicious pairing of red meat and red wine in this delectable luncheon. 1:00pm • Red Tail Grill Walk of Wine Stroll Park City’s delightful main street to savor a wide collection of wines, beer, and spirits. Partnered with the Gallery Association, venues include Main Street art galleries. 4:00pm • Main Street Park City Best of the Fest Raise your glass and join a select group of wineries as they present their best of show in this intimate tasting experience. 7:30pm • Montage Deer Valley Saturday, October 5 Trails & Tannins Hike + Luncheon Start your day right with breathtaking views of Park City mountain and beyond, end with a paired lunch with Michael David Winery.10:00am • Canyons Resort, Red Tail GrillThe Wine that SparklesChampagne may still be the finest sparkling in the world, but other regions have made an impressive step toward closing that gap. 10am • Grand Summit Hotel The Australian Revolution Experience eight varietals representing Australia’s wine-making regions. 11am • Grand Summit Hotel Rise and shine with coffee and wine Tannins go hand in hand in this stimulating tasting event as we compare America’s favorite beverages. Noon • Grand Summit Hotel For the Love of Wine Relish in a delicious pairing focused on old world wines in this delectable luncheon. Noon • tupelo The Grand Tasting The grand finale features an impressive selection of domestic and int’l wines; premium craft beer and spirits; and gourmet local food. 1pm-VIP, 2pm-GA • Canyons Village at Park City Mountain Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:30pm • Powder at Waldorf Astoria Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:00pm • The Lodge at Blue Sky Sunday, October 6 It’s a Mary Morning Rise and shine with this refreshing hike and brunch at Stein Eriksen Lodge. 9:30am • Stein Eriksen Lodge About the Wine Festival A weekend of sampling events, to outdoor excursions, educational seminars, and wine dinners Top restaurants from Park City will be showcasing their cuisine at the Saturday Grand Tasting The event is proud to benefit local non-profits in the Park City community. From the creators of the Breckenridge Wine Classic CONTACT: Katie Jenkins, Event Director 303-777-6887 katie@tppevents.com Thursday, October 3 Park City Uncorked Wine Dinner Series: The Park City Wine Festival begins with a series of wine dinners at local establishments throughout town. 6:00pm • High West Distillery 6:30pm • Montage Deer Valley 6:30pm • Powder at Waldorf Astoria 6:30pm • The Farm Friday, October 4 Nine then Wine Canyons Golf offers challenging and enjoyable golf. After your nine holes, savor a delicious ‘Red & Red’ pairing. 10am • Canyons Golf, Red Tail Grill Stimulate the Senses Prepare your senses for this fully immersive experience that will elevate your appreciation for wine, music and food - together! Noon • Kimball Terrace High Noon at High West Why should wine have all the fun when everything goes well with whiskey, especially if it’s from High West Distillery? 1:00pm • High West Distillery, Wanship Red & Red Savor the delicious pairing of red meat and red wine in this delectable luncheon. 1:00pm • Red Tail Grill Walk of Wine Stroll Park City’s delightful main street to savor a wide collection of wines, beer, and spirits. Partnered with the Gallery Association, venues include Main Street art galleries. 4:00pm • Main Street Park City Best of the Fest Raise your glass and join a select group of wineries as they present their best of show in this intimate tasting experience. 7:30pm • Montage Deer Valley Saturday, October 5 Trails & Tannins Hike + Luncheon Start your day right with breathtaking views of Park City mountain and beyond, end with a paired lunch with Michael David Winery. 10:00am • Canyons Resort, Red Tail Grill The Wine that Sparkles Champagne may still be the finest sparkling in the world, but other regions have made an impressive step toward closing that gap. 10am • Grand Summit Hotel The Australian Revolution Experience eight varietals representing Australia’s wine-making regions. 11am • Grand Summit Hotel Rise and shine with coffee and wine Tannins go hand in hand in this stimulating tasting event as we compare America’s favorite beverages. Noon • Grand Summit Hotel For the Love of Wine Relish in a delicious pairing focused on old world wines in this delectable luncheon. Noon • tupelo The Grand Tasting The grand finale features an impressive selection of domestic and int’l wines; premium craft beer and spirits; and gourmet local food. 1pm-VIP, 2pm-GA • Canyons Village at Park City Mountain Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:30pm • Powder at Waldorf Astoria Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:00pm • The Lodge at Blue Sky Sunday, October 6 It’s a Mary Morning Rise and shine with this refreshing hike and brunch at Stein Eriksen Lodge. 9:30am • Stein Eriksen Lodge About the Wine Festival A weekend of sampling events, to outdoor excursions, educational seminars, and wine dinners Top restaurants from Park City will be showcasing their cuisine at the Saturday Grand Tasting The event is proud to benefit local non-profits in the Park City community. From the creators of the Breckenridge Wine Classic CONTACT: Katie Jenkins, Event Director 303-777-6887 katie@tppevents.com Thursday, October 3 Park City Uncorked Wine Dinner Series: The Park City Wine Festival begins with a series of wine dinners at local establishments throughout town. 6:00pm • High West Distillery 6:30pm • Montage Deer Valley 6:30pm • Powder at Waldorf Astoria 6:30pm • The Farm Friday, October 4 Nine then Wine Canyons Golf offers challenging and enjoyable golf. After your nine holes, savor a delicious ‘Red & Red’ pairing. 10am • Canyons Golf, Red Tail Grill Stimulate the Senses Prepare your senses for this fully immersive experience that will elevate your appreciation for wine, music and food - together! Noon • Kimball Terrace High Noon at High West Why should wine have all the fun when everything goes well with whiskey, especially if it’s from High West Distillery? 1:00pm • High West Distillery, Wanship Red & Red Savor the delicious pairing of red meat and red wine in this delectable luncheon. 1:00pm • Red Tail Grill Walk of Wine Stroll Park City’s delightful main street to savor a wide collection of wines, beer, and spirits. Partnered with the Gallery Association, venues include Main Street art galleries. 4:00pm • Main Street Park City Best of the Fest Raise your glass and join a select group of wineries as they present their best of show in this intimate tasting experience. 7:30pm • Montage Deer Valley Saturday, October 5 Trails & Tannins Hike + Luncheon Start your day right with breathtaking views of Park City mountain and beyond, end with a paired lunch with Michael David Winery. 10:00am • Canyons Resort, Red Tail Grill The Wine that Sparkles Champagne may still be the finest sparkling in the world, but other regions have made an impressive step toward closing that gap. 10am • Grand Summit Hotel The Australian Revolution Experience eight varietals representing Australia’s wine-making regions. 11am • Grand Summit Hotel Rise and shine with coffee and wine Tannins go hand in hand in this stimulating tasting event as we compare America’s favorite beverages. Noon • Grand Summit Hotel For the Love of Wine Relish in a delicious pairing focused on old world wines in this delectable luncheon. Noon • tupelo The Grand Tasting The grand finale features an impressive selection of domestic and int’l wines; premium craft beer and spirits; and gourmet local food. 1pm-VIP, 2pm-GA • Canyons Village at Park City Mountain Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:30pm • Powder at Waldorf Astoria Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:00pm • The Lodge at Blue Sky Sunday, October 6 It’s a Mary Morning Rise and shine with this refreshing hike and brunch at Stein Eriksen Lodge. 9:30am • Stein Eriksen Lodge About the Wine Festival A weekend of sampling events, to outdoor excursions, educational seminars, and wine dinners Top restaurants from Park City will be showcasing their cuisine at the Saturday Grand Tasting The event is proud to benefit local non-profits in the Park City community. From the creators of the Breckenridge Wine Classic CONTACT: Katie Jenkins, Event Director 303-777-6887 katie@tppevents.com Thursday, October 3Park City Uncorked Wine Dinner Series: The Park City Wine Festival begins with a series of wine dinners at local establishments throughout town. 6:00pm • High West Distillery 6:30pm • Montage Deer Valley 6:30pm • Powder at Waldorf Astoria 6:30pm • The Farm Friday, October 4 Nine then Wine Canyons Golf offers challenging and enjoyable golf. After your nine holes, savor a delicious ‘Red & Red’ pairing. 10am • Canyons Golf, Red Tail Grill Stimulate the Senses Prepare your senses for this fully immersive experience that will elevate your appreciation for wine, music and food - together! Noon • Kimball Terrace High Noon at High West Why should wine have all the fun when everything goes well with whiskey, especially if it’s from High West Distillery? 1:00pm • High West Distillery, Wanship Red & Red Savor the delicious pairing of red meat and red wine in this delectable luncheon. 1:00pm • Red Tail Grill Walk of Wine Stroll Park City’s delightful main street to savor a wide collection of wines, beer, and spirits. Partnered with the Gallery Association, venues include Main Street art galleries. 4:00pm • Main Street Park City Best of the Fest Raise your glass and join a select group of wineries as they present their best of show in this intimate tasting experience. 7:30pm • Montage Deer Valley Saturday, October 5 Trails & Tannins Hike + Luncheon Start your day right with breathtaking views of Park City mountain and beyond, end with a paired lunch with Michael David Winery.10:00am • Canyons Resort, Red Tail Grill The Wine that Sparkles Champagne may still be the finest sparkling in the world, but other regions have made an impressive step toward closing that gap. 10am • Grand Summit Hotel The Australian Revolution Experience eight varietals representing Australia’s wine-making regions. 11am • Grand Summit Hotel Rise and shine with coffee and wine Tannins go hand in hand in this stimulating tasting event as we compare America’s favorite beverages. Noon • Grand Summit Hotel For the Love of Wine Relish in a delicious pairing focused on old world wines in this delectable luncheon. Noon • tupelo The Grand Tasting The grand finale features an impressive selection of domestic and int’l wines; premium craft beer and spirits; and gourmet local food. 1pm-VIP, 2pm-GA • Canyons Village at Park City Mountain Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:30pm • Powder at Waldorf Astoria Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:00pm • The Lodge at Blue Sky Sunday, October 6 It’s a Mary Morning Rise and shine with this refreshing hike and brunch at Stein Eriksen Lodge. 9:30am • Stein Eriksen Lodge About the Wine Festival A weekend of sampling events, to outdoor excursions, educational seminars, and wine dinners Top restaurants from Park City will be showcasing their cuisine at the Saturday Grand Tasting The event is proud to benefit local non-profits in the Park City community. From the creators of the Breckenridge Wine Classic CONTACT: Katie Jenkins, Event Director 303-777-6887 katie@tppevents.com Thursday, October 3 Park City Uncorked Wine Dinner Series: The Park City Wine Festival begins with a series of wine dinners at local establishments throughout town. 6:00pm • High West Distillery 6:30pm • Montage Deer Valley 6:30pm • Powder at Waldorf Astoria 6:30pm • The Farm Friday, October 4 Nine then Wine Canyons Golf offers challenging and enjoyable golf. After your nine holes, savor a delicious ‘Red & Red’ pairing. 10am • Canyons Golf, Red Tail Grill Stimulate the Senses Prepare your senses for this fully immersive experience that will elevate your appreciation for wine, music and food - together! Noon • Kimball Terrace High Noon at High West Why should wine have all the fun when everything goes well with whiskey, especially if it’s from High West Distillery? 1:00pm • High West Distillery, Wanship Red & Red Savor the delicious pairing of red meat and red wine in this delectable luncheon. 1:00pm • Red Tail Grill Walk of Wine Stroll Park City’s delightful main street to savor a wide collection of wines, beer, and spirits. Partnered with the Gallery Association, venues include Main Street art galleries. 4:00pm • Main Street Park City Best of the Fest Raise your glass and join a select group of wineries as they present their best of show in this intimate tasting experience. 7:30pm • Montage Deer Valley Saturday, October 5 Trails & Tannins Hike + Luncheon Start your day right with breathtaking views of Park City mountain and beyond, end with a paired lunch with Michael David Winery. 10:00am • Canyons Resort, Red Tail Grill The Wine that Sparkles Champagne may still be the finest sparkling in the world, but other regions have made an impressive step toward closing that gap. 10am • Grand Summit Hotel The Australian Revolution Experience eight varietals representing Australia’s wine-making regions. 11am • Grand Summit Hotel Rise and shine with coffee and wine Tannins go hand in hand in this stimulating tasting event as we compare America’s favorite beverages. Noon • Grand Summit Hotel For the Love of Wine Relish in a delicious pairing focused on old world wines in this delectable luncheon. Noon • tupelo The Grand Tasting The grand finale features an impressive selection of domestic and int’l wines; premium craft beer and spirits; and gourmet local food. 1pm-VIP, 2pm-GA • Canyons Village at Park City Mountain Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:30pm • Powder at Waldorf Astoria Park City Uncorked Wine Dinner Series: The Park City Wine Festival rounds up the weekend with wine dinners at local establishments throughout town. 6:00pm • The Lodge at Blue Sky Sunday, October 6 It’s a Mary Morning Rise and shine with this refreshing hike and brunch at Stein Eriksen Lodge. 9:30am • Stein Eriksen Lodge • 4 Days • 19 Events • 15 Venues & Restaurants • 3 Grand Tastings • 3,000 Tickets Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Sustainability Efforts • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? • Walking Mountains Science Center for trash, recycling and compost • No printed festival handouts • Banners with stickers for dates to ensure they’re reusable for years to come • Reusable signage across multiple “Classic” events • Encourage kegs to reduce waste • All cups were compostable • What waste reduction methods were used during your event/program? All cups were compostable for the event. We had an 88% Diversion Rate this year. • How could you improve on sustainability efforts for next year’s event? We would eventually like to get back to reusable tasting cups, but that is highly dependent upon the pandemic situation. Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget: CSE Funds: Cash Sponsorship (not CSE): In-kind Sponsorship: MarkeBng Budget: Profit & Loss: How did you use the CSE funds? (markeBng, operaBons, staff, venue, etc.) Event Budget $135,425 $45,000 $6,000 $25,000 $9,717 $15,123 CSE Funds were used for rentals and elevating the look of the event, Staff hotel rooms, Marketing, Sustainability Efforts (compostable cups, trays, green team), Health & Safety efforts for COVID. TOV Sponsorship - $45k TOV Return on Investment - $277k 6X the dollars sponsored were spent in the town directly attributed to the event With only 6 weeks to prep, we are confident we could increase these numbers in 2021 Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Additional Information/Appendix • Provide detailed budget in the Appendix • Provide final marketing plan in the Appendix • Provide full version of the Survey Dashboard in Appendix • Provide any information or marketing materials you think the CSE would benefit from Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Detailed Budget - Expenses Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Detailed Budget - Income Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Detailed Budget - Summary Visitor Type 7 • Was this the visitor type split you expected? • Why or why not? Please explain. • What steps would you take to opBmize visitor mix for future events? Marketing Budget/Plan • Print & Digital Ads - $2,500 • Vail Daily, 303 Magazine, 5280 Magazine • Social Media - $2,562 • Facebook, Instagram • PR - $1,000 • B PR • Graphic design - $1000 • New logo, more new graphics than existing event • Website - $1,000 • Printing - $655 • Poster, fliers, winery cards, etc • Photographer - $1000 With a short lead time for tickets (5 weeks) we had most of these items happening simultaneously. We can provide a marketing schedule if needed.