7th Annual Vintage Crystal: Sip and Salsa

September 15, 2012

Overview

The 7th Annual Vintage Crystal: Sip and Salsa took place on Sunday, September 15th, 2013 from

2PM – 6PM at 220 20th Street South. This year, to meet demand, the Crystal City BID expanded

the festival’s footprint, resulting in 40 delicious sips from Spain, Chile, and Argentina for the

thousands of attendees to taste. To round out the palette, area restaurants and eateries

provided delicious bites for the guests. Jaleo’s giant paella demonstration was as popular as

always, and Tommy McFly from FRESH 94.7 kept the guest entertained.

Food and wine were complemented by fantastic music and entertainment. Many attendees

danced with The Salsa Room and Trio Caliente. The Washington Wine Academy led educational

wine classes twice every hour for those interested in learning more about wine.

Partners

For the 7th Annual Vintage Crystal: Sip and Salsa, the Crystal City Business Improvement District partnered with DC Magazine, Jaleo, The Salsa Room, the Washington Wine Academy, and the Crystal City Wine Shop.

Advertising

To promote the 7th Annual Vintage Crystal: Sip and Salsa, the Crystal City BID placed ads in Modern Luxury Magazine, on Fresh 94.7, in the Metro, and on Hot99.5, WAMU and WTOP. In addition, the Crystal City BID mailed pieces to residents of 22202. Finally, posters were distributed to businesses throughout the area, banners were hung on light poles, and stickers were placed on the ground in Crystal City.

Advertising

The Crystal City BID conducted a survey of festival goers during the event. The following

represents how patrons heard about the 5th Annual Vintage Crystal: A Taste of Wine and Jazz

based on those responses.

Banner/Flyer 5.2%

Newspaper/Magazine 1.7

Metro Rail/Bus 17.2%

Radio 5.2%

Friend/Word of Mouth 56.9%

Crystal City BID Website 10.3%

Crystal City BID Newsletter 5.2%

Online Social Networking Site 1.7%

Online Advertisement 5.2%

Metrics

4,000 people attended the 7th Annual Vintage Crystal: Sip and Salsa. During the event, the BID

conducted a survey of the attendees. The following data is based on those responses. On a five

point scale, with five being the best, the average rating for the event was 4.61, and the average

rating for Crystal City was 4.54. 44.6% of guests were residents of Crystal City, 3.6% work in

Crystal City, and 53.6% were visiting. 75% were women, and 25% were male. 100% of guests

would recommend Vintage Crystal: Sip and Salsa to a friend.

How Guest Got to Crystal City

Metro Rail/Bus 27.5%

Walked 31.4%

Car 39.2%

Bicycle 2.0%

Age of Guest

Under 21 1.6%

21 - 30 63.9%

31 - 45 9.8%

46 - 59 19.7%

Over 60 4.9%

Income Range of Guest

$25,000 or less 4.4%

$25,000 - $50,000 22.2%

$50,000 - $100,000 42.2%

$100,000 - $150,000 24.4%

Greater than $150,000 6.7%

What Guest Liked About Vintage

Wine 74.2%

Food 62.9%

Educational Wine Classes 9.7%

Dance Lessons 9.7%

Live Music 32.3%

Metrics

The map below shows the work zip codes for attendees of Vintage Crystal: Sip and Salsa

Metrics

The map below shows the home zip codes for attendees of Vintage Crystal: Sip and Salsa

Finances

Income

Event Income $ 24,457.80

Total Income $ 24,457.80

Program Expense

Marketing

Advertising $ 32,000.00

Brochures/Printing/Postage $ 5,868.34

Total Marketing $ 37,868.34

Operations

Sponsorship/Partnership $ 490.34

Talent/Labor $ 6,296.03

Equipment Rental $ 18,133.75

Supplies $ 29,807.12

Permits/Insurance $ 225.00

Banners/Wayfinding/Signage $ 3,912.51

Green/Cleaning/Recycling $ 210.00

Total Operations $ 59,074.75

Total Program Expense $ 96,943.09

Cost Per Attendee $ 24.24