HomeMy WebLinkAbout04. 2025 Event Sponsorship RFPFull Document Draft Cycle 2 - VLMDAC Packet
March 17, 2025
To: Special Event Producers
Subject: Sponsorship Requests for Special Events in 2025Link:www.vail.gov/eventrfp
RFP Overview
Discover Vail, Vail’s destination marketing organization, is excited to invite innovative and dynamic sponsorship proposals for upcoming special events in 2025. With a rich history of
hosting diverse events including art festivals, a wide range of concerts, culinary gatherings, parades, and world championship sporting events, Vail's events not only drive economic
vitality but also help define our community's cultural identity.
Special events and creating unique and desirable experiencesare woven into the 2024 Town of Vail five year Strategic Plan. Specifically, the town has a goal to enhance or create two
“Showstopper” events by 2027, and toachieve an evaluation by 70% of people under 40 of Vail being a “Kickass Place”. The town will be evaluating event proposals for 2025 in their ability
to help us achieve these goals.
Department and Process Update: The Town has restructured the Economic Development Department as a Destination Marketing Organization (DMO) that will aligndepartment goals and strategic
direction through the Vail Local Marketing District. The Vail Local Marketing District Advisory Council will now be providing strategic policy direction forspecial events, with an increased
focus on the following priorities:
Tying overnight visitation intent back to specific events
Building the Discover Vail database with event attendee information
Driving overnight booking for event travel via the booking engine on www.discovervail.com
Validating event economic impact through accurate data collection and reporting
Along with the new priorities for 2025, evaluation of sponsorship proposals will continue toemphasize delivery of quantitative deliverables. This Request for Proposals (RFP) focuses
less on subjective inquiries and places greater emphasis on delineating sponsorship rights and assets, analytical insights, and data sources.The goal of this approach is to provide an
increased benefit and ROI to Discover Vailand to the town while alsoincreasing benefit to event partners and the local business community.
Producers must submit all the required information via the online application portal found here:www.vail.gov/eventrfpApplication submissions are due by:
12:00 pm,Monday, February 24, 2025.
Email questions about the RFP to: jgross@vail.gov
Tuesday, January 29
RFP Submission portal is open
Monday, February 10
Wednesday, February 12
Questions about the RFP are due via email.
Submitted questions & answers will be emailed and posted to vail.gov
Monday, February 24
NOON:APPLICATION SUBMISSION DEADLINE
Early March
Event Funding Committee Meet to determine final recommendations.
Thursday, March 20
VLMDAC Meeting: Present sponsorship recommendations to VLMDAC for approval.
Friday, March 21
Applicants will be notified of their preliminary funding allocations
* Dates and times are subject to change.
Referencewww.vail.gov/eventrfp for up-to-date information
Please review the additional resources below prior to submitting a sponsorship application.
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Discover Vail |Vail Local Marketing District Advisory Council
High Level Marketing Priorities and Target Dates for Town Sponsored Events
Events applying for Discover Vail sponsorship for 2025 should use the information provided here to ensure their events align with the strategic goals of the Town and are able to provide
desirable sponsorship benefits to the VLMD, commensurate with the sponsorship amount requested. In addition to the traditional sponsorship benefits, events will be evaluated on their
alignment with the Town of Vails strategic plan and goals. Full strategic plan here.
2025 Event Operations
As a world class destination hosting events, the Town of Vail expects all events to adhere to industry standards and best practices to ensure safe and sustainable events. Events are
expected to operate efficiently to minimize the overall impact to the Town. Events should also set and work towards sustainability goals including waste reduction, greenhouse gas reduction,
and an increase in the use of public transit for their event attendees. Learn more about the Town of Vail’s sustainability goals for eventsat www.discovervail.com/eventproducertoolkit
Vail Local Marketing District 2025 Business Goals
The Vail Local Marketing District (VLMD) will be overseeing the strategic direction of event funding in 2025 and beyond. There are specific goals that need to be considered for anyone
applying for event funding. The business goal is to drive responsible year-round revenue growth in Vail by targeting guests who stay longer and spend more, while effectively communicating
community and brand values. Areas of focus include increasing mid-week and lower demand time period stays. Key Performance Indicators (KPIs) include lodging occupancy and lodging and
sales tax revenues. The priorities below all support the overarching business goal.
2025 Priorities
Optimize Visitation: Target high net worth guests, maximize longer stays and higher spendand gain greater understanding of customer through research while educating on community values.
Grow Database + Build Relationship: Grow database and use data to understand our guest to enhance engagement & loyalty.
Destination Stewardship: Develop and deliver upon a brand position that reflects community values, differentiates Vail in ways that build its competitive edge, and inspires all to care
for Vail.
Brand Positioning: Position Vail as the Premier International Mountain Resort Community and work with the community partners to define, support and deliver on the brand.
Kickass: Create unique, memorable, and world class events and experiences that will leave lasting impressions, excite the attendees, and exceed expectations.
Proof of Performance: The VLMD will evaluate the success of event sponsorships through data. Complete reporting of marketing data, visitation and spend data, and event performance will
be required post event.
Target Audience
High Net Worth Destination (out of state) leisure travelers who stay for longer periods of time.
Aged 25+
Household Income (HHI): $100,000k+
Primary target markets include Atlanta, Chicago, Dallas, Houston, Los Angeles, Miami, New York, Pheonix, and Seattle
Secondary target markets include Denver/Front Range or drive market less than 500 miles.
VLMD Targeted Time Frames in 2025 for Events
Wherever possible, events should be strongly encouraged to take place during the need periods as noted below. Note, low demand references lodging demand and when low demand means looking
for activations/events to draw people to town. Mid-week is almost always a priority.
Season
Dates
Notes
WINTER 2024/25
January 5 - January 15, 2025
All dates
WINTER 2024/25
January 21 - February 13, 2025
All dates
WINTER 2024/25
April 6 – Mid April (Closing Day)
All dates
Spring
Mid-April (Closing Day) - May 22, 2025
All dates
Summer
May 23 – June 26, 2025
All dates
Summer
June 27 - August 15, 2025
Weekends not priority
Mid-week is a need period
Fall
September 2 - November 7, 2025
Mid-week is a need period
Weekends after October 7
Winter 2025/26
Early November TBD - December 19, 2025
All dates
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2025 Special Event Sponsorship Guidelines and Application Process
Requirements For Request
The following are requirements for conducting town sponsoredevents in the Town of Vail. Event producers must briefly explain or demonstrate how these requirements are accomplished prior
to being considered for sponsorship funding.
Brand: Event is compatible with and supports Vail’s brand, mission and objectives as set forth by the Town Council.
Alignment with Community Values and Strategic Priorities: Event is compatible and supports Vail’s community values, interests, and standards while providing a positive guest experience.The
event supports the Town of Vail’s strategic plan where applicable.
Timing: Event takes place during a lower demand time period in which programming or tourism draws are most needed. (VLMD Guiding document)
Sustainable Practices: Event producer agrees to plan for and abide by best environmental and sustainability practices as outlined by the Town of Vail.
Producer Qualifications: Event producer must have a proven track record of successful event production and execution.
Once the event producer can confidently answer the above questions, the full application will be filled out electronically. The application questions focus on the sponsorship benefits
and quantitative value of the event based on stated goals of the Town of Vail.
“Special Event Rating Criteria” (Attachment A: Event Categories and Evaluation Criteria) will be used to evaluate all proposals with respect to how they achieve the Town’s marketing
and event goals.
The three Event Categories & Principal Objectives will be the following:
Visitor Draw Events
Programming Partner
Recreation Events
Producers will be evaluated on a scorecard tied to the principal objectives of the event as determined by the Town. See Attachment A for definition of each category.
To ensurethat Discover Vail is receiving a return on investment commensurate to benefits provided in the sponsorship package, each event will be scored and evaluated on the tangible
and intangible valuescriteria.
Tangible (quantitative) Value: Tangible valuations use industry standards against multipliers of attendance, media values, impressions, face ticket values, etc.
Key tangible valuation elements include:
Marketing recognition
Collateral materials
Web & Digital benefits
Social Media inclusion and content development
Onsite rights
Hospitality benefits
Intangible Value: For evaluating an event’s sponsorship intangibles, a qualitative weighing system will be used that places a value between 0 – 10, (of which 10 is the highest), on each
of eleven different categories.
Prestige of Property
Recognition & Awareness
Level of Audience Interest/Loyalty
Ability to Activate
Degree of Sponsor Clutter
B2B Networking Opportunities
Earned Media Coverage Potential
Demonstration of Community Engagement
Established Track Record
Sponsorship funding amounts will then be evaluated based on the sponsorship proposal and anticipated return on investment with a focus on guest data capture.
Sponsorship Proposal
In addition to a complete sponsorship funding application, a sponsorship proposal/deck should be submitted for review. The sponsorship deck should include multiple financial levels
of potential sponsorship with rights and benefits listed for each level that are commensurate with the funding request.
Key event sponsorship priorities of the VLMDinclude:
Data Capture:
The ability to capture audience data from the event/event database
Overnight visitation booking / intent tracking.
We can create a custom booking page for your eventand include one on the Discovervail.com event listing. This will tie lodging bookings directly to your event. You receive all data on
how your event impacted bookings.DiscoverVail.com Exposure
Examples include but not limited to:
Dedicated booking page through Discovervail.com using the Ripe Booking platform
Opt-in option on event website/registration/ticketing for Discover Vail newsletter
Email from the event to the event database with an invite to receive Discover Vail newsletter
Pre-event: email inclusion and dedicated social posts
On-site activation opportunities
DiscoverVail.com logo inclusion with trackable links
Program ads, video ads, display ads, etc.
Driving traffic to Discovervail.com lodging portal
VIP Access/tickets/perks/SWAG
On-site activation opportunities
In consideration of the receipt of funds from VLMD, the Event Producer shall agree to, at a minimum:
Direct prospective attendees,wherever possible,to book lodging within the Town of Vail, by including the Discover Vail booking link or widget on your event website.
Ensure that the event is listed on local, regional, and national event calendars.
Comply in a complete and timely manner with all Special Event Permit requirements of the Town of Vail.
Meet with the Special Event Program Manager and MarketingProgram Manager: To ensure compliance with the Discover Vail brandon all event promotional materials. Please be advised that
penalties may be assessed against allocated funding for incorrect use of either the “DiscoverVail Brand” and/or the Town of Vail logo.
Agree to comply with all marketing dates on the Marketing Checklist. See “Attachment C: Marketing Checklist” for more information.
Provide “activation” plan that will cross-promote the event throughout the community, create guest awareness of the event and stimulate business in local restaurants/bars and retail
establishments.
Place the Discover Vail logo, on marketing and promotional materials associated with the event, as specified in the sponsorship rights and benefits, except when directed by the town
to use the Town of Vail logo.
Provide and list any event specific benefits as appropriate to the level of sponsorship.
Provide the Town with "rights-free" video or photography from the event for the purpose of promoting Vail.
Coordinate with the Town of Vail Marketing Specialist to facilitate data sharing from the event website and digital campaigns to the Discover Vail database.
Ensure that the sponsorship level and hierarchy of sponsors is reflective of the town’s commitment.
Accountability: All event producers receiving funding are expected to schedule a post-event recap within 60 days after the event. For a more detailed explanation and information to be
included, please review Attachment D: Guidelines for Post-event RecapsEvents shallreportthe economic impact of the event using independent survey data.
Funding Disbursements:
Funding allocations are distributed in three parts:
33% of the total funding amount upon the return of the signed Funding Agreement, submission of Event Promotion Plan andinvoice, paid no sooner than 60 days prior to the event
33% will be paid following the completionof the of a special event permit application and paid no sooner than 30 days prior to the event.
34% of the total funded amount will be approved for payment following the presentation of a final event recap and approval by the economic development department and VLMDAC as needed.
It is the event producer’s responsibility to confirm with the Special Events Program Manager once above has been completed and funding request has been submitted.
Attachment List:
Attachment A – Event Categories and Evaluation Criteria
Attachment B –Sample Opportunity Scoring Worksheet
Attachment C – Event Marketing Plan
Attachment D – Guidelines for Post-event Recaps
Attachment E – Event Budget
Attachment A: Event Categories and Evaluation Criteria
Events receiving public funding will be categorized as follows:
Discover VailVisitor Draw Events
Events that create a compelling attraction and draw for out-of-town guests to travel to Vail for the purpose of attending the event. These events will engender one or more of the following
elements:
History of drawing out-of-town visitors to Vail
Drive overnight stays
Provide an experience not easily found elsewhere
Garner regional or national media interest (Paid and/or earned)
Discover VailProgramming Partner
Events that provide interesting or entertaining attractions and activities for local residents and Vail visitors alike. These events are not likely to primarily be a draw for tourists,
but they provide engaging programming, add to the character of Vail, and appeal to the local residentsenhancing their quality of life.
Discover VailRecreation Events
Athletic tournaments or other sporting or recreation events, that provide very limited marketing or sponsorship benefits, and have a large positive economic impact through the number
of participants and guests that attend, duration of event, etc.
Event Scoring Criteria: Event proposals that meet the requirements of the preliminary review, must then provide detailed information on the items listed below. The responses to these
criteria will then be reviewed and scored by theEconomic Development Department staff.See Attachment B for Sample Opportunity Scoring Worksheet.
Audience Fit (Source required)
Anticipated number of total participants/spectators
% Destination guests staying overnight
% Eagle County residents
Demographic profile (does it align with VLMD guidance)
Community interest
Economic Impact (Source required)
Anticipated time guests will spend in Vail
(Event schedule supports direct and ancillary activities in Vail)
Potential to increase lodging and sales tax revenues
Room nights
Restaurants
Shopping
Marketing Power (Marketing Plan & budget required)
Details as to how event will be promoted
(Including budget, promotional values & impressions)
Traditional media advertising
Promotional media partners?
Digital advertising
Website with analytics
Social media campaign
Earned Media (PR) Potential
Local
Regional
National
Sponsorship Rights & Assets
Level of sponsorship provided to DiscoverVail at proposed funding level
Level (e.g., Title, Presenting, other)
Assigned Asset (e.g., named stage)
Advertising Recognition (How will Vail be recognized/included)
Promotional Recognition
Onsite Rights (How will Vail be recognized/included)
Data acquisition opportunities
Hospitality & Entertainment Benefits
Research & Data
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Attachment B: Opportunity Scoring Worksheet
To be completed by the Event Funding Committee
Principal Objective: Visitor Draw
Legacy events with a strong alignment to Vail’s brand and that create a compelling attraction and draw for out-of-town guests to Vail for the purpose of attending the event.
Asset
Criteria
Comments
Score
Audience Fit
(Data Source & Reliability)
Anticipated number of total participants/spectators
% from out of town
% from Eagle County
Enhances the guest experience
Demographic profile (does it align with VLMD guidance)
Potential community interest
1-20
Economic Impact
(Date Source & Reliability)
Anticipated time guests will spend in Vail
Event schedule supports direct and ancillary activities in Vail)
Potential to increase tax revenues
Room nights
Restaurants
Shopping
1-30
Marketing Power
(Marketing plan & budget required)
Specifically, how will the event be promoted?
Budget & impressions
Traditional media advertising
Promotional media partners?
Digital advertising
Social media campaign
Earned Media (PR) Potential
Local
Regional
National
1-30
Sponsorship Benefits
(Perceived value and aid to Discover Vail)
Benefits Provided to Discover Vail
Recognition Level (Title, Presenting)
Assigned Asset
Advertising Branding
Promotional Recognition
Onsite Rights (Booth, Signage)
Hospitality & Amenities
Research & Data Cooperation
1-20
Total Score
(Max 100 points)
Attachment B: Opportunity Scoring Worksheet
To be completed by the Event Funding Committee.
Principal Objective: Recreation
These will typically be amateur participation sporting events, such as league tournaments and competitions which draw specific participants and their families to Vail for multiday events
requiring little more from Discover Vail than venues for the event and anticipated lodging.
Asset
Criteria
Comments
Score
Audience Fit
(Date Source & Reliability)
Anticipated number of total participants/spectators
% from out of town
% from Eagle County
Demographic profile (does it align with VLMD guidance)
Potential local resident interest
1-20
Economic Impact
(Date Source & Reliability)
Anticipated time guests will spend in Vail
Event schedule supports direct and ancillary activities in Vail)
Potential to increase tax revenues
Room nights
Restaurants
Shopping
1-70
Sponsorship Benefits
(Perceived value and aid to Discover Vail)
Benefits Provided to Discover Vail
Recognition Level (Title, Presenting)
Advertising Branding
Promotional Recognition
Research & Data Cooperation
1-10
Total Score
(Max 100 points)
Attachment B: Opportunity Scoring Worksheet
To be completed by the Event Funding Committee
Principal Objectives: Programming Partner
Event Type: Education & Enrichment Events
These events provide interesting or entertaining attractions and activities for Vail residents and visitors alike. These events are not likely to primarily be a draw for tourists, but
they provide engaging programming, add to the character of Vail, and appeal to residents adding to their quality of life.
Asset
Criteria
Comments
Score
Audience Fit
(Date Source & Reliability)
Anticipated number of total participants/spectators
% from out of town
% from Eagle County
Demographic profile
1-10
Audience Interest & Engagement
(Perceived appeal of theme and activities)
Gauge the compelling theme and nature of the event by providing entertaining and interesting content for attendees.
Vail experience “value-add”
Surprise & delight aspects
Compelling audience engagement
Enhance Vail quality of life
1-50
Marketing Power
(Marketing plan & budget required)
Specifically, how event will be promoted in the county?
Budget & impressions
Traditional media advertising
Promotional media partners?
Digital advertising
Social media campaign
Earned Media (PR) Potential
1-20
Sponsorship Benefits
(Perceived value and aid to Discover Vail)
Benefits Provided to Discover Vail
Recognition Level (Title, Presenting)
Advertising Branding
Promotional Recognition
Onsite Rights (Booth, Signage)
Hospitality & Amenities
Research & Data Cooperation
1-20
Total Score
(Max 100 points)
Attachment C: Event Marketing Plan
As a Town sponsored event, event marketing must meet the standards and achieve the goals of the Town as well as the event specific goals. The RFP application will ask for specific metrics
related to your marketing plan, the estimated impressions, reach, etc. A marketing plan and samples of promotional can be included as supplemental materials to support your request.
A sample media template is available below.
Once funding is approved, complete the Complete Marketing Sponsorship Fulfillment Form Hereand work with the Town of Vail Marketing Specialist.
Sample Media Plan: To be included with the RFP. Request template if needed.
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Attachment D: Guidelines for Post-event Recaps for All Events
Receiving Public Funding
A post-event recap is required from all events receiving Town of Vail funding within 60 days of the close of the event. The report must be presented to the town for the release of the
final sponsorship payment. A recap form will be provided for this purpose and shall include actual results per the criteria as described in the RFP.
Attendance numbers and demographic profile:
Estimated attendance. If the event is non-ticketed, please describe what method you used to estimate the numbers of attendees.
What percentage of people came to Vail specifically for the event? What percentage of people has attended the event in previous years?
Where did attendees come from: local, regional, out of state, international destinations?
Average age and income bracket of attendees.
Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional spending within the Town of Vail was generated by the event? How much additional sales and
lodging tax revenue generated by the event accrued to the Town of Vail?
Estimated spending by event attendees:
Dining, Shopping, Other Activities
Lodging: Please include an explanation as to how participants and/or attendees were directed to book lodging.
Estimated number of room nights booked in association with the event.
Report of fulfillment of the agreed upon sponsorship rights and benefits
Proof of performance for all sponsorship benefits, marketing inclusions, etc.
Marketing efforts that were implemented to promote the event. Include tear sheets or proof of performance reports where applicable.
Visitor Intent to Return and Satisfaction Ratings: Please provide the NPS (Net Promoter Score)and guest satisfaction as determined from event survey results.
Potential for growth and the development of sponsorships and media exposure.
Marketing report with proof of performance, executed media plan and detailed marketing budget.
Environmental sustainability report, including waste diversion efforts.
A detailed event budget showing actual profit and loss numbers and how the funding was utilized. Please separate the in-kind support from cash revenues and sponsorships. A sample of
the budget template is included on the following page and an excel worksheet will be provided to you in the RFP Packet.Attachment E: Event Budget
Event Budget Template. SampleExcel spreadsheet is available atwww.vail.gov/eventrfp
Event Name
> Profit - Loss Summary
Estimated
Actual
Total income
$0.00
$0.00
Total expenses
$0.00
$0.00
Total profit (or loss)
$0.00
$0.00