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HomeMy WebLinkAbout02. 2021TasteofVailMarketingPlan.docx-6Background 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. We are working on re introducing Taste of Vail to our demographic everyday. 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 GYST for 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. Goals Objectives ●Ticket Sales: Honor all 2020 tickets and add an additional 15% to ticket sales for this year. ●Cut complimentary tickets by 20 percent ●Re invent Sponsorship for 2021 and create packages that work for the new world. ●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 1 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 Outdoor Lifestyle and having majority of our events outdoors, and include an activity for each day has given us a new reach. o The Celebration of Rose’ Event is continuing to be an area that isl growing for Taste of Vail. This event has given wineries and connoisseur the opportunity to increase their time in Vail. o Distributors and wineries: We have marketed this event with them as a time to come to Vail, enjoy event and guests. Also take time to showcase your wine to all restaurants and buyers in town, by having tastings during timeline. ●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 7 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. 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. 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: ▪5280 both online and magazine ▪Vail Daily both online and paper ▪Denver Post: online and paper ▪Social media online ▪Local Radio stations leading up to event ▪KMGH and KUSA Channels in Denver 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. 2 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 communication 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 Launch a new blog on tasteofvail.com to keep attendees updated on restaurants, wineries and events surrounding Taste of Vail. Utilize key words to assist with SEO. ●Continue to update and modify tasteofvail.com to have a strong online presence. o Insert all the new things on the site e.g. new ticketing system, new blog. Monthly eblasts to drive people to tasteofvail.com to book. ●Identify joint venture marketing opportunities. o We will be working the local events to truly be a community presence and remind everyone that we support each other. Timeline o Marketing has begun and will continue from October 2020 till September 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 June 1:: Sent to all restaurants/lodges and wineries to distribute o 2nd Postcard: : August: Sent to all restaurants/businesses in Vail and lodging to remind people to come back o Eblasts going out June 1 to concierge list, property management list and Taste of Vail list. o Eblast June 1: Vail Resorts for them to use as much info about event in their newsletters. o 5280 Ads: o Vail Daily Ads: o Taste of Vail App done with silent auction within it August 10, 2021 o TV Statins contracted: Chefs set by August 1, 2021 o Distributor Postcard with wineries in hands by June 1 to increase marketing with all restaurants participating or not. o California trip: Ensure all wineries have postcards and info out for their guests for Taste of Vail o Monthly Marketing Meetings: To ensure follow through with all actions o Work on Marketing Wine events/dinners throughout town:Seminars o Get all restaurants/wineries to have small blurbs about Taste of Vail from on: Weekly blurbs to use in their eblasts o Press Releases: have 5-6 Measurement We will use this information for sponsorship/improvement of event and our continued movement forward for 2021 3 •Quantity/quality of restaurant and winery participants 45 wineries and 18 Restaurants •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