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TASTE OF PEARL Downtown Boulder, Inc. IDA Downtown Achievement Awards Applicant

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Event Objectives Signature event in April that is not weather dependent Economic boost to downtown shops & restaurants during off season Partner with local community organization Must be profitable venture for DBI

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Concept Taste of Pearl Moving festival celebrating Boulder's booming culinary scene while driving attendees into galleries and stores throughout the downtown core.

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Hosted in 15 downtown boutiques and galleries Paired with 15 Boulder restaurants 15 Colorado Wineries

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Logistics: Tickets sold at TasteOfPearl.com. Event is capped at 15 venues (based on downtown geography, staffing and liquor laws). Attendees instructed to bring email confirmation and ID to check-in tent (opens an hour prior to the event). Attendees receive event bag at check-in and are sent out on one of four routes to avoid congestion. Volunteers (the majority of whom are from our non-profit partner) are stationed at each stop providing direction & ensuring liquor laws are obeyed.

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Example: Earthwood Gallery is hosting Leaf Vegetarian & Garrett Estate Cellars (Volunteers stationed at each location.) Attendees Pick Up: Wine Glass Wine Bag Wristband Program Savings Card (good for at least 10% Off at participating stores) $5 Off Coupon (for 1 Bottle of wine with participating wineries during the event) One of four maps directing their event course Wine Bank allows attendees to purchase wine at a venue and pick it up at the end of the event. Wine valets take wine from venues to the bank on behalf of attendees.

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Ticket Price Attendance Sold Out 2010: $52.80 500+ At the event 2011: $60 500+ Hour prior to event 2012: $60 500+ Two weeks prior 2013: $60 500+ A month prior Marketing: 5280 Magazine Daily Camera (print & online) DenverPost.com Posters throughout downtown Participant postcard distribution Word of mouth Facebook / Twitter/newsletterGeo targeted national pubs (Food & Wine, Bon Appetit, Travel + Leisure)

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Benefits to Restaurants Chefs able to explain their menus in detail Show how they create their signature dishes Sample food directly into the mouths of their target market Sunday event does not interfere with their weekend rush

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Benefits to Colorado Wineries Introduce their wines to affluent, wine loving audience Spaciousness of event allows wine makers to connect with attendees one-to-one $5 savings coupon (reimbursed by DBI) on a bottle of wine has increased onsite sales

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Benefits to downtown boutiques & galleries Taste of Pearl is truly a shopping event cleverly disguised as a food & wine tasting event. Every participating merchant reports significant sales increases vs. a normal April Sunday. We found ourselves in some really cute stores we didnt know existed before this event. Our store was packed! It seemed as though a lot of the participants hadnt been in before. Taste of Pearl attendees are the exact demographic Im looking for and the event drives 500 of them into my store!

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Future Possibilities: Partnering with CVB to offer overnight packages Event add-ons: Pre-event VIP party Meet & greet with top chefs Wine tasting 101 events Dessert & coffee tastings Beer & food pairings Restaurant week promotions

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In 2011, Taste of Pearl received the Governors Award for Downtown Excellence Best Promotional Event from Downtown Colorado, Inc. Over the past four years, Downtown Boulder, Inc. has donated more than $30,000 to the Emergency Family Assistance Association through Taste of Pearl proceeds. This year, DBI netted $16,000 profit from the event. For additional information, please contact: Sean Maher, Executive Director (Sean@dbi.org) Anna Salim, Event Director (Anna@dbi.org) Terri Takata-Smith, Director of Marketing (Terri@dbi.org)