HomeMy WebLinkAbout02. e. Taste of Vail RecapTaste of Vail Wrapup 2021
September 16-17th, 2021
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Event Producer: Ren Event Productions
Angela Mueller
970-401-3320
info@tasteofvail.com
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Vail Brand Compatibility
Standard of excellence met by:
• By examining our ticket sales and demographics, we feel the Taste of Vail comeback event brought guests into Town
during a time period that historically is not very busy. Additionally, the 2021 event had a higher demographic visit Taste of
Vail with 92% of the guests are visiting Vail for the Taste of Vail.
• We feel that we met the Vail Brand by promoting Vail, the lifestyle, health and wellness. In addition we achieved this by
including all participating restaurants, lodging and locations in all marketing for the event. We also included hiking and yoga
for our Taste of Vail guests which showcased Vail’s iconic scenery.
• This event solidifies Vail as not only a premier lifestyle resort, but also a first class culinary destination.
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Event Strengths & Weaknesses
The Lamb Tasting for the guests was perfect. They saw the beauty of Vail and its
surroundings.
The hike ended with wine and snack at base of Gondola and was a huge hit.
Taste of Vail hired was a 85% compostable event. The wine bottles brought us down, with them
being recycled.
We grew our social media presence and we had national press from all over the US. We had an
article go into Forbes. Total event coverage included a reach of 113M.
Measures that could be taken for event improvement:
We have had to reschedule Taste of Vail twice, due to the pandemic. We feel that having our
presence in 2021, with the staffing issues was outstanding for the guests to see. We will be
working tirelessly to evolve the event to work perfectly for the restaurant community for Spring
2022.
This year we used a new rental company due to rental companies not having staffing. The
company will never be used again, as they caused some major issues, that we worked on
repairing, however they were horrible. We will have the companies we have used for the past 29
years for all events.
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Event Budget
CSE Funds: $50,000
Budget Attached
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Sponsorship
Cash:
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Sponsorship
In kind:
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Sponsorship
In kind:
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Sponsorship
In kind:
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Sponsorship
In kind:
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Estimated Results *
Attendance Numbers
American Lamb Tasting: 1100
Harvest Dinner: 138
Sturia Caviar: 48
Willamette Seminar: 42
Yoga: 35
Hike & Refresher: 38
Coffee Seminar: 5
Cocktail Seminar: 6
% of People here specifically for event: 92%
% of People who attended previous years: 82%
Based on survey 11
Estimated Results *
Based on survey
Lodging stays for Taste of Vail
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Estimated Results *
Based on survey
Household Income
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Estimated Results *
Based on survey Eventbrite intel
State/Country from
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Estimated Results *
Based on survey 120 respondents to date
Total Daily Estimated Spending
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Estimated Results *
Based on survey & eventbrite intel
ROI
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The Taste of Vail brought in 1200 people to town.
Our comeback was amazing.
The average spend for our guests was $1132 per day.
This brings the spending within Vail to: $585,244
We also reached approximately 112,874,964 people, nationally, locally and internationally.
Our goal for this event is to bring the right demographic. A affluent mix that enjoys, food,
wine, and health and wellness. We found that our coverage is bringing that demo to town.
Visitors Intent to Return *
Based on survey
Satisfaction ratings:
Net Promoter Score is 85
When discussing with guests we learned we have a strong presence with both guests and wineries
that intend to return. We are continuously working in creating and evolving thisevent that is like no
other and will be working to ensure our ROI increases.
Taste of Vail is back and we heard that comment often. Guests are excited and ready to be a part of
our Spring Taste of Vail.
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Topline Marketing Efforts
55% of our guests were informed about event happenings via numerous e-blasts that were
distributed between January 2021 and September 2021.
Our presence in publications for 2021 were:
1. Lonely Planet
2. Channel 9
3. Channel 7
4. Forbes
5. Denverite
6. HeidiTown
7. Westword
8. Yellow Scene Magazine
9. Colorado Expressions
10. Vail Daily
11. Mountain Town Magazines
12. Thrillist
13. Mile High Mamas
14. Postcards: Went to restaurants, wineries, lodging and sponsors
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Topline Marketing Efforts
Based on survey
https://docs.google.com/presentation/d/1hci68Z_xzxwiG3KBFpia6e-QozTuFO8ZVJca7VF7ZxQ/edit?usp=sharing
https://share.coveragebook.com/b/a2366ef5843be5a0
https://docs.google.com/spreadsheets/d/12LvORNns2qlZmeSEu87rJHJEAG2yMd8U9fM07JEze
Ys/edit?usp=sharing
Links to our PR from Think Big Media PR
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Topline Marketing Efforts
PR from Think Big Media PR
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Topline Marketing Efforts
PR from Think Big Media PR
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Topline Marketing Efforts
Ads
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Topline Marketing Efforts
Social
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Community Contribution
Taste of Vail is a celebration of the outstanding food, wine and culture that is abundant in beautiful Vail,
Colorado.
The Taste of Vail’s impact on the community is from the promotion of Vail as a world
class culinary destination.
Events were held throughout Vail and on Vail Mountain as well we East Meadow Drive, with its gorgeous
views!
The community is a large part of our event because Taste of Vail is a volunteer organization. We had 8
volunteers and 25 paid staff at this event and they were an amazing help for our end result.
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Sustainability Efforts
Taste of Vail hired was a 85% compostable event. The wine bottles brought us down, with them being recycled. We hired Walking Mountains for
our efforts and they were done in record time, as all items utilized were compostable/recyclable.
By the very nature of the event we encourage public transportation and shuttles.
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Additional Information
The Taste of Vail loves the Fall event. We however know that at this time we will focus our efforts on our Spring event for 2022. We want to thank
you for being a part of the evolution of the Taste of Vail and we look forward to working with you in the future. Thank you.
Taste of Vail Board
Angela Mueller
Executive Director of The Taste of Vail
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