Loading...
HomeMy WebLinkAbout02. e. TOV Recap VWC 2021vail wine classic CSE Meeting Presentation September 1, 2021 Surveyed Event Recap Vail Wine Classic Cultural, Recreational & Community Category vail wine classic Vail Wine Classic - August 12-15th Kristen Slater 505-690-1957 Kristen@tppevents.com vail wine classic Overall Event Highlights & Successes Top Successes • Almost 3x the attendance from Year 1 • 87% of attendees came to Vail specifically for the event • 3.4 average nights spent in paid lodging in Vail • 400+ Estimated room nights generated by the event, $608 average nightly rate UNLESS OTHERWISE NOTED STATISTIC RESULTS BASED ON SURVEY SENT TO TICKET PURCHASERS POST-EVENT COLLECTED THROUGH SURVEY MONKEY vail wine classic Questions from CSE vail wine classic Attendance Estimate • Was this the attendance you expected? Our goal is always to sell out the event. In 2021 that was somewhat of a moving target as we wanted to keep the event comfortable not crowded. Our ticket goal was 1500 people over 2 days, so we were quite happy with 1700 total tickets. For a second year event this exceeded expectations. • How would you impact attendance next year? With two years under our belt we have a better idea of the demographics this particular event attracts in comparison to our other wine festivals. Next year we’ll have a better idea of specific demographics to target. We also hope to continue to expand the schedule of events to include more robust ticket options. TOTAL TICKETS - 1700 FRIDAY SESSION - 700 SATURDAY SESSION - 1000 2020 TOTAL TICKETS - 839 vail wine classic 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? Why or why not? Mostly yes - we usually expect to see about 30-40% of visitors from out of state and about 10% from the greater Vail Valley area. We were somewhat surprised to see new states on our list with more traveling from OK, GA and NC than we’ve seen at our other events. • What steps would you take to optimize visitor mix for future events? Continue to market to in state and out of state guests to help them plan a trip to Vail for the event. IN STATE - 62% OUT OF STATE - 38% RESULTS BASED ON ZIP CODE OF TICKET PURCHASERS vail wine classic Overnight Visitor Profile • What measures did you take to encourage attendees to book lodging in the Town of Vail? Every ticket purchaser receives an email with our lodging partners information. We have tracking codes and links to help track the number of nights booked by the Classic. We also highlight dining and other activities to enjoy in town. WHO DID YOU TRAVEL WITH? HOW MANY NIGHTS DID YOU SPEND ON THIS TRIP? WHERE WERE YOUR LODGING ACCOMMODATIONS? AVERAGE WEEKEND LODGING SPEND - $606 53% of guests stayed over 3 nights vail wine classic Overall Visitor Profile • Who was your anticipated target demographic? Yes. We targeted active professionals and empty nesters. Our target demographic is highly educated with a disposable income and attend either with their significant other, or in a group of friends. • Did you reach your target demographic? Why or Why not? Yes! This was spot on the target demographic we were hoping to hit. • What would you change to attract that audience next year? We intend to market to similar demographics and attract more total guests. AGEGENDERHOUSEHOLD INCOME vail wine classic Overnight Visitor Profile • What actions did you take this year to generate the number of overnight guests? Having afternoon sessions encourage guests to stay in Vail after their session ends. We send out communications with messaging to “plan your trip” and “book your weekend activities” to encourage people to stay longer outside of their festival visit. • How would you increase the number of overnight guests coming for the event next year? We’d like to continue to expand the schedule so that people have activities to do at the Classic from Thursday to Sunday so they stay longer. vail wine classic NPS (Net Promoter Score) Likelihood to Recommend • Do you think the NPS scores reflect the attendee event experience? Overall yes. In TPP’s 25 years of working in the events industry this event got more positive reviews and compliments than any other. • What steps would you take to improve the NPS scores for your event next year? There is always room for improvement. A few areas we’d like to focus on are • More local restaurant participation • More shaded seating NPS 86 vail wine classic Estimated Return on Investment and Attendee Expenditures • What did your event do to encourage spending in Vail? • We send out several communications about outdoor activities, shopping and dining opportunities during a trip to Vail. We direct visitors to other local establishments to spend with during their visit. • We altered our session times to not cover the lunch or dinner hour to encourage dinging in town.Retail Average $291 Dining Average $483 Other Activities Average $91 Lodging Average $608 vail wine classic Event Strengths & Weaknesses • How did the event exceed expectations? • Our initial ticket goal was $150k, we hit $175k total • This event showcased a more full picture of how TPP is able to run our signature wine festivals with a full lineup of seminars, paired dinners/lunches and multiple Grand Tastings. We’d like to continue to expand the schedule as COVID becomes less of an impact on our partner businesses. • What are areas for event improvement? • We’d like to include more local restaurants in our paired dinners and sampling at the Grand Tasting. It was a hard year to get them on board when they were dealing with such staffing shortages. We hope after proving ourselves for a year and having specific examples that we can work with them more. • We had a hiccup with the restrooms an hour into the Friday session. It was solved for Saturday. • How did this year’s event compare to previous years? • Since the event started during COVID there was nowhere to go but up. The ticket sales almost tripled. We were able to elevate the look and feel of the event along with the food and wine offerings. We were very satisfied with year 2 of this event all things considered. vail wine classic Brand Compatibility • How did the event support the Vail Brand? • We spent a lot of energy on creating an event that was visually in line with the Vail brand. The venue was gorgeous with the mountains in the backdrop. We wanted to compliment it with white peaked tents, matching linens, fresh flowers and local music. • High end food and wine samples • Incorporating local food, music and business partners vail wine classic Community Contribution • How did the event impact Vail’s sense of community? • The event continues to support the Vail Valley Mountain Trails Alliance as the beneficiary and nonprofit partner of the Vail Wine Classic. We try to include as many local businesses as we can in our lodging, restaurant and local business partners featured at the event. • New in 2021, we partnered with Shakedown Presents for our local bands as well vail wine classic Topline Marketing Efforts • Include overview of top 3 successful marketing tactics of executions • Marketing to our database we’ve built over 10+ years of Colorado wine festivals • Facebook and Google Ads to specific demographics • Strategic media partnerships with Wall Street Journal, 5280 Magazine, Colorado Homes & Lifestyles Magazine and Mountain Living Magazine. vail craft beer classic june 25-26, 2021 vail wine classic August 12-15, 2021 VailClassic.com Tickets On Sale Now vail wine classic August 12-15, 2021 VailwineClassic.com Tickets On Sale Now vail wine classic Potential for Growth & Sponsorship/Media Exposure • How do you see the event evolving or growing next year? • In future years we’d like to add our signature Best Of Fest event with high end wines and food as a specialty tasting • This event has huge potential for group trips! • What sponsors do you plan to target next year? Including existing and potential sponsors. • Infiniti of Denver • Cabot Cheese • Ketel One Vodka • West Vail Liquor Mart • Made In Cookware • Various liquor brands • How will you leverage media exposure and extend the marketing reach next year? • Continue to leverage trade media partners including Wall Street Journal, Colorado Homes & Lifestyles, Mountain Living Magazine • Having 2 years of data we can continue to reach similar demographics who are attracted to our festivals • This year we were able to get excellent video and photo coverage from the event that we can use to attract guests next year. vail wine classic Sustainability Efforts • What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? We continue our partnership with Walking Mountains Science Center. The diversion rate for that event was 76% with over 1877lbs recycled and 283lbs composted. • What waste reduction methods were used during your event program? Each guest was given a reusable glass and plate to cut down on waste. We are able to reuse signs from the Vail Craft Beer Classic branded “The Classic” to cut down on waste. • How could you improve on sustainability efforts for next year’s event? Replacing sponsored cups with compostable ones. We had one slip through the cracks that had non-recyclable sample cups this year. vail wine classic Event Budget ITEM 2021 Total Event Revenue CSE Funds Cash Sponsorship In Kind Sponsorship Marketing Budget Ticket Revenue How did you use the CSE funds? CSE Funds were used for marketing and elevating the event to make it look as nice as possible with rented furniture and decor $265,040 $35,440 $29,500 $45,000 $25,442 $175,894 2020 $122,211 $45,000 $6,000 $25,000 $9,717 $61,269 Profit & Loss $38,295 $15,123 vail wine classic Event Photos vail wine classic Marketing Plan Print & Digital - $4,500 • Vail Daily, Wall Street Journal, Mountain Living Magazine, 5280 Magazine, 303 Magazine, Westword Social Media - $9,250 • Facebook, Instagram, Google Ads PR - $2,500 Graphic Design - $3,000 Website - $2,500 Printing - $1,242 • Posters, fliers, roundabout banners We begin marketing in April, 2 weeks before tickets go on sale. As we have a longer lead time, we’ll market to out of state people and bring in our geographic target as time goes on. We market to a few key states that we see a lot. 75% of our marketing is in state to the front range and western slope. vail wine classic Reviews & Survey Comments “I planned my best friend’s bachelorette party for 17 people around this wine festival. It was the cherry on top of a perfect weekend in the mountains. The wine festival was a blast and beyond what we could have expected. We’re going to make this an annual girls trip!” - Female Guest, 32 “Before another day slips by, I want to tell you what an excellent event you pulled off! We had a terrific weekend. I’ve had the opportunity to take part in many events across the country and thought this event in particular was exceptionally well executed. The space was great, the attendees were enthusiastic and your team was on their game. Your emails were informative and prepared us well. The staff and volunteers great about checking on everyone and following up on anything we needed. The crowd was a great group of attendees and as the event was spread out over a large field it never felt “too” crowded. I thought your choice for a venue site was perfect; walking distance to town and the shuttle and allowed for live music without being too loud for the wineries to converse with our guests. Your caterer did a nice job with the wine bites as well. Overall it was all excellent. I hope I can join you again next year and look forward to participating in other events hosted by TPP.” - Stephanie, Vintner “I’ve done large food events all over the state in Colorado (Rare Steak Fest, Top Taco, Aspen Food & Wine). This was by far the best executed and most fun to work. The clientele was engaged and the demographic we look for. Staff was on top of it and eager to help. We hope to be back at this event next year.” - Josh, Chef vail wine classic COVID Questions How impactful was COVID-19 to your decision to attend events this summer? Were you fully vaccinated before attending this event? In general, would you like to see pre-covid sized/ scaled events, or would you prefer to see events stay smaller overall?