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HomeMy WebLinkAbout2008-10-28 Support Documentation CSE Regular Meeting PART 2 OF 2Wednesday Colorado Lamb Cook-off Vail Village Kicking off The Taste of Vail festivities is the annual Colorado Lamb Cook Off held in the heart of Vail Village. Guests are invited to sample an array of delicious lamb dishes prepared by Vail's finest chefs and restaurants in cooperation with the Colorado Lamb Board. Hundreds of visitors to Vail line the streets to sample from Vail restaurants, bringing attention to these destinations. i i T ,Ir" Thursday Guest Chef Cooking Seminar and Demonstration Vail Marriott Mountain Resort & Spa The Taste of Vail brings a variety of guest chefs to the festival each year to share their culinary expertise, signature dishes and an inside look into the culinary industry. Guest chefs host an interactive cooking demonstration complete with live cooking instruction and original recipes of some of their greatest dishes. This year, The Taste of Vail will be hosting seminars with new and popular topics such as organic and sustainable cooking. Guest chefs in the past have included: Tony Aiazzi (Aureole; New York), Joseph Manzare (Zuppa; San Francisco), Curtis Lincoln (The Brown Palace Hotel; Denver), Michael Chiarello (NapaStyle; Napa Valley), Rick Moonen (RM Seafood; Las Vegas) and Marcial Noguier (onesixtyblue; Chicago). Thursday Glass Seminar with Guy Lenoir of Schott Zweisel Vail Marriott Mountain Resort & Spa Last year, guests of The Taste of Vail were invited to participate in a variety of seminars through out the four day festival surrounding topics of food and wine. Master of Wine and glass expert Guy Lenior of Schott Zweisel led a glass seminar and wine tasting, teaching guests the proper glassware for each type of wine and the purpose of the glassware. From wine seminars for aspiring wine connoisseurs, to pairing food with beer, these seminars provide culinary and lifestyle education. Four Points of the Russian River Valley Pinot Noir Vail Marriott Mountain Resort & Spa Last year, this one-of-a-kind wine seminar and tasting was led by a panel of wine makers and winery owners from the Russian River Valley, explaining the methods and process of creating some of California's best Pinot Noir. Thursday Apres Ski Tasting: Life Beyond Chardonnay, Cabernet & Merlot Vail Plaza Hotel & Club The Apres Ski Tasting introduces The Taste of Vail's immersion into the wine world. Sommeliers and winery owners will offer tastings of Pinot Noir, Riesling, Zinfandel, Sauvignon Blanc, Shiraz and many more. The Apres Ski Tasting features a theme each year to build excitement and create a well-rounded wine tasting event. In 2008, the event included 56 wineries from all over the world. f' Thursday Cigars & Glenmorangie Scotches Tap Room in Vail Village Not your typical food and wine seminar, Cigars & Glenmorangie Scotches allowed guests with diverse interests to enjoy fine cigars paired with Glenmorangie scotches. A perfect way to warm up on a cold Vail evening. Chef Showcase Dinner and Live Auction Ritz-Carlton Bachelor Gulch The Chef Showcase Dinner and Live Auction brought guests to the beautiful Ritz-Carlton Bachelor Gulch for appetizers, cocktails and a beautiful sunset overlooking Beaver Creek Mountain, before enjoying a five course meal prepared by the guest chefs and expertly paired with wines and champagnes. The auction adds excitement to the evening with amazing items up for bid, including, many large format and rare bottlings, dinners and winery stays with proceeds donated to local Vail charities. Friday Guest Chef Cooking Seminar and Demonstration Vail Marriott Mountain Resort & Spa The Taste of Vail brings a variety of guest chefs to the festival each year to share their culinary expertise, signature dishes and an inside look into the culinary industry. Guest chefs share an interactive cooking demonstration complete with live cooking instruction and original recipes of some of their greatest dishes. Bar Chef Mix-Off Ludwig's at Sonnenalp Resort of Vail The Bar Chef Mix-Off is a The Taste of Vail favorite as seven of Vail's bartenders square off to create the most unique and best tasting cocktail. The "bar chefs" utilized Belvedere vodka and fresh ingredients to impress a panel of judges and the many guests who come out to participate in this lively The Taste of Vail event. Friday Mountain Top Picnic Vail Mountain via Eagle Bahn Express Gondola The premier event of The Taste of Vail Is the Mountain Top Picnic. This event takes guests 10,350 feet above sea level to the scenic Eagle's Nest on Vail Mountain. A one-of-a-kind snow fort and ice martini bar completes the awe-inspiring picnic. Friday Guest Chef Cooking Seminar and Demonstration Vail Marriott Mountain Resort & Spa The Taste of Vail brings a variety of guest chefs to the festival each year to share their culinary expertise, signature dishes and an inside look into the culinary industry. Guest chefs share an interactive cooking demonstration complete with live cooking instruction and original recipes of some of their greatest dishes. Chef Showcase Dinner presented by Portmeirion Game Creek Restaurant The Chef Showcase Dinner, presented by Portmeirion, combined the elegance of Portmeirion tableware and the exquisite cooking of The Taste of Vail's Guest Chefs at the renowned Game Creek Restaurant. The Vail Mountain ambiance and five course meal with wine pairings was a memorable night for all who participated. Saturday Guest Chef Cooking Seminar and Demonstration Vail Marriott Mountain Resort & Spa The Taste of Vail brings a variety of guest chefs to the festival each year to share their culinary expertise, signature dishes and an inside look into the culinary industry. Guest chefs share an interactive cooking demonstration complete with live cooking instruction and original recipes of some of their greatest dishes. A German Riesling Seminar featuring Ernst Loosen of Dr. Loosen Winery Vail Marriott Mountain Resort & Spa Another seminar offered at the 2008 The Taste of Vail festival was a German Riesling tasting and seminar. Ernst Loosen, a renowned wine maker and owner of Dr. Loosen's Winery, shared his greatest wine and gave insight into Riesling's gaining popularity in the world. 1997 Retrospective Cabernet Seminar Vail Marriott Mountain Resort & Spa A group of wine makers and winery owners from all over California participated in a panel discussion and tasting of Cabernet. The wine makers and owners shared one of their greatest years with guests and described the vintage and their experiences. Saturday with Chef pan ei J0111 ature pairing w a variety 01 his s?onnsor o1-The Ark°is and Foo ver Creek sharend Hpe,,arden?and the uniqu Ste11 Lodge tin Bea 1le Blonde a with beer The Taste ° Best Life Restauran °.., Ue oo°kin9 °t Mirabelle Stella A ertise on maintaining 1 Oat 301, . Belgium beers Shared Ws exe I. consumer while ?'he ted with Chef Joly aged a young area uests dishes ith guests- minar eng Taste o1 Va?l? des, This se flavors it grov utation culinary rep `. Vail's w Saturday Grand Tasting Dinner & Dance Vail Marriott Mountain Resort & Spa The most anticipated event of the festival also marks the end of the four-days of food and wine. The Grand Tasting dinner invites epicureans to indulge in the finest creative dishes by renowned chefs. Top flight wines poured from the finest wineries in the world and over 35 chefs and restaurants from Vail and beyond participate in this one-of-a-kind celebration. The Taste of Vail 2008 Attendance and Financial Figures Attendance More than 7,000 attendees were involved in the 2008 The Taste of Vail - a 16% increase from the 2007 festival. The Taste of Vail participants travel from all over the world for the four-day festival. Total Attendee Count is derived from total ticket sales and zip codes of record. In 2008, this included: Mountain States 38% North 8% South 22% East 12% West 13% International 7% 2008 Local Spending Estimates The direct impact to The Town of Vail for your support of the Colorado Lamb Cook Off and other marketing enhancements will be reflected in ticket sales, additional room nights, etc. There are changes and improvements for this coming year that may also increase total attendance. It should be noted The Taste of Vail attendees are much less rate sensitive than other groups currently in Vail in early April. The Taste of Vail 2008 Attendance and Financial Figures continued Estimated Hotel Revenue Financial impacts are based on the total guests attending from out of town, including winemakers who pay all their expenses. The Marriott is the host hotel and the room block has filled completely the past few years. The block includes 200 rooms at an average daily rate of over $200.00. Less than 30% of the Colorado attendees are local and not considered in the room revenue estimates In addition to the Vail Marriott Mountain Resort, there are many guests that are repeat guests and winemakers who utilize accommodations from other hotels and residences through the town of Vail. Due to the nature of the festival and event schedule, attendees do not stay outside of the town of Vail. In addition, due to the event maturity, discount rates and room block are not offered or utilized outside of the host hotel. Room Nights Tue Wed Marriott 20 50 Winemakers 10 35 Condo/Other 0 30 Total 30 115 Total Room Revenue 4.5% Tax Thur Fri Sat Sun 50 50 55 20 40 40 40 10 40 60 70 5 130 150 165 35 625 Rooms $ 125,000.00 $ 5625.00 The Taste of Vail 2008 Attendance and Financial Figures continued Estimated Restaurant/Retail Revenue The average spending of guests in the town of Vail is very challenging to predict and there are not any surveys to estimate it to date. The Taste of Vail has based their estimates on the following information: • two guests per unit, for a total of 1250 guests • two meal per day per event ticket sale at a fine dining establishment Guests Food Retail Recreation Total Daily revenue (per room) Total Daily revenue (all guests) Tue Wed Thur Fri Sat Sun 60 230 260 300 330 70 $130 $130 $70 $130 $70 $30 $0 $0 $40 $40 $40 $40 $0 $70 $70 $70 $70 $0 $130 $200 $180 $240 $180 $70 $7,800 $46,000 $46,800 $72,000 $59,400 $4,900 $236,900 Tax $10,660.50 The Taste of Vail benefiting Vail Valley Charities The Taste of Vail gives the community of Vail and surrounding towns a chance to help worthy causes throughout the town of Vail. All profits from The Taste of Vail go to Vail Valley Charities. In the past 15 years, The Taste of Vail has contributed more than $325,000 to Vail Valley Charities, including: ABC Preschool Bravo! Colorado Scholarship Children's Hospital Cowboy Dreams Eagle County Habitat for Humanity Eagle County Literacy Program Eagle County Victim Services Food Resource Center of Eagle and Lake Counties Gore Range Natural Science School Home Health Care Pulseoxmeters Red Ribbon Project Literacy Project 2008 The Taste of Vail Press Mentions Media Outreach and Media Clips A wide range of media outlets were targeted all over the country and select international cities. Lifestyle, travel, daily newspapers and television outlets were pitched unique stories on The Taste of Vail, the sponsors and special events. The end result was wide coverage of The Taste of Vail's special story. The Taste of Vail sponsors, signature events, and guest chefs were featured in national outlets in addition to daily coverage in Vail local daily papers and television outlets. Estimated Media Impression- 19,121,614 Estimated Ad Value- $186,228 Media highlights include the following: :In-Flight magazine placements Luxury Lifestyle placements :Calendar listings nationwide •17 articles in Vail Daily - 13 segments on local television ? L •j ? ` .a.IY SRf F /.. . 111 i? j ,1 IA iy.t., .." 'lih l,0AkL!V dr.,!, P, 11 American Way -Y0'ir rf :,• 1• ?1 p oaon d _ _ ..,.,.Lam®m??Y® TASTE OF VAIL r""IM F- G,1_";ac'mL dfnt rr. v.m+.-.,c_',=aster.. rc, acs Ge]Y.?efw.JGtati-and Uwh.Of? TCm+a ' fwtam6?IGy `':YI.`? U'lFiont Ge. rJd?ea iN. nmb te. n..l. TmaNnctia'r?ur?d f[t P.:v OF -.,aaexa 1b C7Urtt/=vc'1 ' Neurs•L's 6;sMm CgIVp)t.+ax:.nb yityik-VJ4..:IL U.Y CtduN xY, Tda. cvp¢. 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VJhenvnnter corns la tprirg m the Rotkres, maunlan towns across Coarado raage all.;.-S.'. hod, and even wildflaw r festivals under mile-high skies. Lon M:dw heads Irom Vail to teDunde. Aspen to Boulder io prev M the celebrations. r ' ?1 -=Nr i - % ii-)" li.1 iT'Ill;:4n.c.oTJYnu,I fd.imi-,-K Errtrjv;,,, G3•.1 N•Lra„+'d' - 1, G: Flr" -Np.:N°?v .;f; ..-,EC :TPSr'.ZVE.:.:a+,'«:6 br ir.i:?..,. .'P+1,. i6':. r.f adJ LEA I i W mkcabr.h,urtn.. Aaaa.n,rmw?kr+aumr a. Mo-wrhwaarva„reuroN sa*..,,-rnAn,aJ wa?a.s rh•una.haJ. a,f,w r+n iwarc••r..t.w.+k..wlw l,bAa«rvrC.a fs rAr?s•.crn^_.?.4 nal«rNa-ux m lefeawrfarb.A ob a un,,,+Mh+Nar maAlp uutunaaw nfdn umd+rYbfarc+rn ohauJo hitlr ho•u 6rk pur?nw .4- ro rcaLx,rm aeWay lAw ,wml fk ltn tvr ML.>fxt ae„av pr«'aW GiieferMOlr,dmue ..+ax.att..xrra t-n eluk"?.?- .M1laaan+?aw..wgrdrn 1 dr. axtr sl.;.>R!rlk.Lmatuer., a,5rcn.:k.+e:4-y eyrh wp{nrev?•' •aaW y. 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Pebble Beach i Contact: Coastal Luxury Management's Tonyia Sampognaro, i Phone: - rTU: Emmr. coot,..m„?EOlebeazhloodanAwine.com; ebsi bteboaehloodandwlne.com COLORADO \ A TASTE OF VAIL When: April 2 to5 i Where; Various venues in Vail 4 Contact: Vincent Partners' Sarah Boyd, Phone: (970) 926.5665; snrahbfdvincnmm?nnen.com: Fax: 19701926.5640; Email, Webster www mdenlvaiLenm NAUGHTON N7: cm..., m.+.,....-ITART FAIR When: March 151019, proviaw March 14 ! Where: 583 Park Avenue, Now York 1 Contact. Houghton Fairs Tara Helller, Phone: 44.20-7389.6555; Fax; 44.20-7389.6556; Email: intordhnuehtnn rnm•, I Webslte:-hn,mhton.com NETJETS SHOWDOWN-PETE SAMPRAS VS. ROGER FEDERER When: March 10 Where: Madison Square Gordon. Now York Contact, Madison Square Garden's Dan Schoenberg, Phone: 1212) 665.6367; EmaiL••garinl -honnhomfdrhnnnrden enm- Websito•. www th-rdon. rnm ?uan??o B ti 'CP ? C3 Hemispheres ?? ? C GUJ' OOOOO?O C.:}K'?J,.y' 1 ooscr,?,cR//xw Rlt•ming. lun Plrming. FnP Iin :I•)f.• 0111. 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W 212-S15.7710 anatrtwsamoq L*Ife;:" High Life Magazine of The Vail Daily THE VAIL DAILY 970.9490555 vaildaily.com Saturday, April 5, 200:3 85 Taste of Vail welcomes Stel--a Artois to(- ay Popular lcigo- m ii_i be f Uh[wry festival f `?', If you go- %'%U, I ! I 1 ?' - \\ • '-yl( : What: Sella Artois seminar o(lal hit, t 1 t . the tmdllion.d t I anJ o in When:,' 1n 3 30 pm today Ilval. For the )lest limn, tit'L. Whore: Hes( file Li-Agem A rims has joined Ihr festn il- Qq-SOL r.,IwPe Square Va many events to inter gee r. . 0st-S25. bite three of the brewery 1', I Mwe information `ASrt germ heers: Stella Artois, 1 410, ' ft r !r t.,. o.c=II lilonde amt Hot-ga tdell ( - Ille werswill bvillmipurrrcU "" -?` ' into recipes and paired with cui sine created by Belgian Master Chef Daniel 1'.4 frill" \tilahelle le.,idlrrant in heavl'r Creek dur- ing Ihr fnor-dav I I. rival. tire beer-and-food pairing event will be held today at Ihr lust 1 ife I edge in conjunction with the Lail Fihn Festival, where Stella Artois is:dso a sponsor. 'Vail appeals to a sophisticated rnrwd with dncendng mules, tthelher it's Inod and drink or great filmseaid Stella Artois product manager David Daniels. '!hat is why Stella Artois I% Ihr perfect beer for Oils tnnvd and tke first beer to he served at "1 "le of Vatl. Stella .Artois looks great III its signature ehalke glass and pairs will with fill,, food. Wv're r>ieited W mtrodmI, it and its is It" HOW;"' brands. Ilnegaunltin MUSSELS HOEGAARDEN 7 prwnds nnse.ele Iscwhbed and beads rentvedl 1 onwn (hrlely chopped) 3.5 ounces double cream 3.5 au xes Hocgaarden 2 t-4, rues pdnley (y r:: gypped) Place a 5- to 6-quad pot over rrodetale heal. When hilt, add mussels yioexaarrfen aril mien then r-jvw As soon as mussels are open, add cream (discard any mussels that have not opened). Bat for 305ecords. then remove from heat Add par sky Sere gnrnediatel and Leese Blonde, to this w'eek's Leffe Blonde •md Hoegaarden the Apres SLi 'Fasting and the of Vail', Grand 1S' sling event, the events" kicked elf Ihr festival with tun Mountain lisp I'll nic. Epicureans grand Finale tonight at the Vall In addition to the beer-and plitnentarv tiwings at the fourth and beer lovers can ronlintiv to Marriott Mountain Resort. (feud-pairing event. Stella Artois. annualluloradol'unbCook -ofl. ten the three beersthrongh"laste PRESTpn UTl ty -, Chef Daniel loly, of Mirabelle in Beaver Creek, will hold a Belgian-lager-and-food-paring seminar today cl 't Colorado Golf id Ati, ?ACATI,-,N P% 11-11-M TURN M1111 Vail Dal*lv Vail Daily THE VAI[ DAILY 970.999.05: A sn A - peek at Taste cif Vail The Wth annll +i r '`"a 1 OEventscalendar (esti?.,d Is ?)0 I: Irl?l .\uny; al Ihr IHlh .ulllual hula al II l :1pr11 I lu h'In 'I'll Nrem Inn, from \pnl x .and will..,uun•....nlrta,. nua bum 1 xilfnµ ,1 n"n", -h µ11o.1 , hN!. 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II II III. ; 1„nJ I.,,IIII;; I'I;II,I Io: iJ ul Ya11 \Inr non \lnuuL?In Ke.on Ip y,a. marl.. the rnd of Ihr lour J.- AltrnMe•will .ample,arbnn Abbr. uul w • I?IIr,1cM•la nl lhr dllKll'l anlbarn[, Ououµhuul Ihr Ie•ti-l tmludn. A1h fid\•w ban, M lh 119T Ilmnu in N 1-11 I v.Var 1 I \ ,• ul• In V } 1 A -ph a[ Y nl luppa 11 t R I I,1 n I f I ul. uhl ill 11-- P.1IfigA Ih•rrvrr A var KiY ul xmrt.,n arx a.aaal,k el Ta51! of Vap xt::•aL' coapmµ .'assa•s w?In.:nPl;. snc .a g, and:""` lailmrv A Iwv-Aa,• pa>a to IhP IRth Irc!uk Ilex events aM Ihroe nannR c naklyl Islnvrss. Ap.a y • Icwrtn alynd Cukralb l M C:rA4)11. 130 tD 53C pm ra. Api13 `: 4}. -11 h4:i-.1 Ree'st • iwx P.M. d ih R11a4ln ILve VaHxr 1 to 3 30 p m '.... Mr.n.l1 Nr+ - Rrs id, likyll I_1Jnkxvu.• Cao!*rM 6. Mack Y 30loapln. VNK:, Hot" • CIxA Shvwcax Ihxner arul lK4 A,x110r1 b t,' top M. Rih- f NnDll Ilacl,?.!-.. rk 1April A • Cooling •xmlrw,'%30 to 11 am. Vadm-whimild hl Revel M..". ,Top P.- (.M a[ayle&OIr pwwa) 1130 n. 160. .. n Ncrv .... 1.. I:.. . ?.? .. Y • ChOlillim-Dxxrtr. 6W . ., theH al t l :Barre Croak Bell..". pM 5 .m 9ill1u 11 a m. n rMUnan kr-art - R..wnqumiw nII•..?.,, al Dl „ _ ry.rou,In 130 Dm :...rnJa?Res'vl I.asl+tq And D'n- r. In I•,NnigM Vad .. ,mm? Resal •.Il:rp_wxday teslhJ :.anl cvPM alld sert\n '- t nrw NO ".y nth Iuil de h Q-APRIL 2008 9 x,rcn I C--U. US Airways Online WE STERN U. S. April 2-5 Taste of Vail Vail, Colorado Thirty-five chefs and representatives from more than SO wineries will be on hand for this four-day festival combining great food and unbeatable skiing. indr'ridual events include the chef showcase dinner and silent auction, the 4th Annual Colorado Lamb Cook, Off, and a mountaintop picnic. t?s>t?? rti=?il.cQS? } Wild Blue Yonder Lsz, ,rock, folk or otherwise, his five?day feast of songs sers, esery conceivable Be." Named for Tur Pan Alley. '9 offices, this event draws ran Lghtloot, Donna Summer, books and lams ran. 'femattd journahst. n. magar tools of rry trade. arnples.lectures. ar 1. music rent revolving around cat sd and steeped btvrra9as of I Yark City this April. Of course, Je to Ind itge in many different round the world and he mapr Importer m the Fly f rontitr to New York Cry. www.Coffeeandfeniest1.l..m rLE, WA Oyster fist 5 I'll eaten 71 oyster In 90 Thirty, I can honestly call them nnider nIyseli somewhat of an and the hest month toconsume The environmentally vigilant .a protect one of the world's he reputation as the Oyster lugs in the Oyster Olympics ar and enjoy all manner of oyster sltlan and more Try Tattler to mIKeeper.org s - t? ' x i% fQ ? - VAIL CO ?. Taste Of Vail & The Vail Film Test April a - 6 Her, aft two more great reasons to go to Vail besides super to, snow. Benefiting local charities, rise annual Taste of Vail allows local restaurateurs to show of f the 0dmary diversity of this popular niountaln resort. Watc h out for tasting events. Interactive corking semmars. a n apres-Ski tasting and the M.r aLntap Picnic sensory enlravaganaal AllS: www.Ta,ItOfVail,rom Pairts fate season Afmgand ihevaB Film Post: you should have a g ar, the fell screens tons of long, shor t, documentary and student him, over four days. Whiled ain't e-tly Sumfance, it does dMiver some great Ifni, and some actual c,relnith,, for panels. awards and appearances around I- , ly frontier to Denver. DETAILS: www.VailitilmRstleal,org WASHINGTON, D.C. Cherry 81-can Festival March a9 - April 13 The world Is focused an our nation <apltoi as the November elections approach. But there, plenty to see In DC. earlier in the year at the 96th annual celebration of the Cherry 81-In Fesival to commemorate the original 911 2.13,00. cherry Lees Front the City of Tokyo m rgv Nab t6, to the hottest vantage Point b;ovan the grandstands on Canst itutian Avenue bttween 15111.1 drbth Turrets,NW, /.the delight of the crowds, the pamdt degvers o plethora of floats, maremn9 bands and even Ne All Star Tap Team, FLY Fronter to Washington, 0 C DEFAILSr wwwnatlonalchoryblossamlest hal.a.g In every issue of Wild Blue Yonder, Ewnt Summit Kevin Joseph reeommends the tap roost htfir-fIng. hip, offbeat and/or l difffeult•to•discover events in cities Bernd by Frontier Airlines. ,,You have an upcoming event to recommend, rmmfl the Event Savnnt at evenbVq..ildblueyounder.com. l ??ooe - ? oY ?1l? Phoenix Home & Garden COO., r_d1stcofVail. Q:OM, (91740 926- 56 5. Thi's sp,`ing aud,tnd`'v?n 010fe th= 0 %6nCr ed, fx:.11, 4.11 OVU the world, with &C bAakdt"of) of the 5280 Online and E-newsletter Best Bets is an insider's guide full of the coolest goings-on in town. Lead by 5250 Assistant Online Editor Kazia Jankowski 1 -exk sir , _tkuch f, 2003' Best Bets for the week of March 26-Apr ? FOOD & NIT'T --'hat: With ski season slowing down, the summer festival scene ramps up. Taste of Fail promises to make the seasonal transition with plenty of wine and gourmet I-ating. Catch a demonstration cooking class, a glass seminar, or a five-course dinner. «`hy: The -Mountain Top Picnic, complete with an igloo martini bar, and 4th annual Colorado Lamb Cook-off parties will certainly beat skiing rusty spring snow. Bonus: This year, Taste of Fail runs simultaneously with the -pail Film Festival (`???RV.vailfilmfasti? al_org). For the ultimate date, drop in for a festival flm before a Taste of tail dinner. Details: Apr 2-5. Wed-Sat, times vary. Fail tillage, exact locations vary.. $25-$=1'20. For more information.. call 970-926-5665 or visit «%«v.tasteoNaIcom. ?r . ? SHE w A? ?VAILEY ... Une.cw0°d Wxe+ .'?'" .?nq a lm+e d Yd Panache! of Vail Beaver Creek Magazine F Mountain News From sliders to Pop Rocks at Vail if was sunsmn last week as fc mountaintop to the Taste of Va The annual four-da:, event. which begins with a Cotoraao Iamb Ieshval and ends with a Grand Tasting at the Idarnntl Mountain Resort sho wcases local and national chefs and wlnemak ers to benefit all Faller chanties Having attended the event since its earl, days I can fell OU that the picnic held m a snow fan featured the to St food in recent memos Or md'.be it was the no-coat-needed weather that had chefs and guests smiling and ento,ing food wdhoul having to balance plates and wineglasses with freezing fingers Upscale tradtional foods: tdrcador at,'orodlera did 3 hot dog "am"' Aron. ei,. camp" Me woe made of on stet and isle gras with saffron as 13rrago i ketchup r ;sled red pepper .aper relish on a homemade tun hake Ihai ?Ids and your two all-beef patties svein sauce : Rimini i emponum did an upscale Eskimo Ile - gelato coated in tack and milk chocolates Jn shrss -1lhough salsas all, mango were still around chefs were turning their Creafi,e 1) enhancing mustard and key"hult ' k1ousemade root beer:'peak-ng A Rimini the restaurant 315r• did a toot tee' 961311 bolt The Ledge at .311 made its. own root beer - it a ccompar,ed a kote teef slider with blue cheese and Fren•:.h onion rings on a bnoChe tun Guy Lenin. nphl, of Fpneaea of [mead Peanut butter as an ingredient: The spread is finding ds way into 'ark a a dsc"I N,assev i ? i l J ',?rts ir'iUJ,ng a r•eanU1 6Ulief meUSSe on lap of small 'its cakes end a peanut butler meringue in a dark chocolate Now mmm. peanut butler chocolate - it sure would make a great Ill St 1.m a'k a Sure ilk?d ihEin n,the alhel end Gf the fad a? ff \ f -'"Um no one got the memo on mercury In tuna Spago at ate 3rlton sad -7s right flue- tuna lariats wdh Mayo and offset NdRRYY Ili •r enis Ina 3m2 "seed *af 3fEf cone in now tat •_JUid 11 be Rocky Mountain News le re are the hl ghllghts of this )ears e'.en1 ARM an kel, to ha,e a prominent place in the home k richer Sliders: Buffalo and park bell, sandwrrhes were a hit But ne nderesfimale me power of beef The longest lines were for m amburgers Something new in buffalo Buffalo lartare ithank; 31her not' 'Braised short ribs: Still popular One restaurateur Net me the secrettn n,s delicious and tender offering Braising it in red wine an port ' VanaBons on mac and cheese: Chaps restaurant offered long pick strands of oasla with wnde hull Od smoked gouda. morel mushu,oms ham and bn OChe crumbs Sound good^ it was And speaking of morel mushroom> the, seemed to be the it mushroom esperialL with fresh morel seas"n upon us ' Crostil The toasted breads. the base for an. number of hill rotes Here sereEd almost e.enwhefe with a :aneh of loopin . . Parl cotta: The Italian eggless custard is back in full force T i r tme around panna cotta was usually prepared like a dull- t' r J!13n rich chefs are adding fla'.ors Ilke chocolate and •, - I?;I: tei1,I.tcar interesting satiation Kell, Liken Restaurant feat - ,t a b;urbon Idle gras panna cotta taking the dessert into m as an appetizer Bulthen Kell, Liken also used pour k3, t. rs-J1t l,f1s,,t3r -_cjr:e 't ; IJ?4r J _ ::;rny vcsuna w era ser.rd es acc,:rae: s at me Chef Shbw Ceee omits at" Re_.Car4on. gazefte.com GOLORa DO SPRINGS Me (bazettle Loosen and Tofanelli are names to savor C •-r n.? I 1( oeummea1 0 April 22 2008 - 7 35PM THE GAZETTE Quite honestly, most wine and food festivals are pretty much of a type. They follow a similar pattern - usually some combination of wine seminars, cooking seminars, winemaker/guest chef lunches/dinners, various smaller tastings and a grand tasting. Taste of Vail is different, and not just because it offers all of the above, plus snow-covered mountains, spring skiing, the legendary mountaintop picnic and wide participation from the valleys community of woridclass restaurants, chefs and sommeliers. Primarily, it's because organizers insist that each winery be represented by a winery principal, usually the owner or winemaker. No pawning off pouring duties to the local wholesale rep. This gives Taste of Vail an advantage in achieving one quality that sets a really special tasting apart from the others: an opportunity to hear the stories behind the wineries and the people who have brought them to life. One such story is that of Ernst Loosen and the Dr. Loosen winery, an estate in Germany's Mosel River valley that has been family owned for more than 200 years. 1 must confess a bias - Riesling, the aromatic- racy white grape that dominates Germanys wine production, has always been my favorite white wine, Naturally, I was excited to see that Ernst Loosen, who took over the estate in 1988, would be a featured winemaker at Taste of Vail earlier this month and to learn that I would have an opportunity to interview him. There is no better ambassador for Riesling. He has been in the forefront of a new generation of German winemakers who have elevated the quality of an already great wine, and he's done more than any other to raise awareness among consumers of just how good this wine can be. Colorado Springs Gazette St. Michelle already was making inexpensive but good Riesling, but this collaboration has yielded a wine, called Eroica, which has shown possibilities for great Riesling from Washington. Vince Tofanellrs story might be smaller, but it is just as interesting. Before Taste of Vail, I had known the Tofanelli name only from the excellent singlevineyard Zinfandels and Charbonos made by such wineries as the respected Turley and Neyers, which credit Tofanelli on their labels. I certainly knew that Tofanellr s fruit was highly regarded. The family eventually decided they should make their own wine from some of this great fruit. The Tofanelli family vineyards, near Calistoga. Calif., at the north end of the Napa Valley, were established by their Italian immigrant grandfather and Napa Valley native grandmother in 1929. According to Vince, the family has maintained traditional, organic methods, specifically not using pesticides, herbicides and even irrigation. Their careful viticultural practices produce grapes that yield wines with great concentration and pure, well- defined fruit character. This is just the kind of unexpected discovery that makes for a truly special wine festival. The wines - Dr. Loosen's urines have wide distribution, so you shouldn't have trouble finding them. Recommended from this year's festival: 2006 Urziger Wurtzgarten Spatlese (S28) and 2006 Bernkastler Lay Kabinett (524). - Although Tofanelli makes only about 1,000 cases total, the wines are distributed in Colorado. The current releases are 2005 Zinfandel ($36) and 2005 Charbono (S34). Check with your wine merchant to see if you can get some or look online at 28av _tofanelliwinP com, Rich Mauro is a Denver-based wine columnist. Reach him at 636-0194 or write to him at The Gazette, P.O. Box 1779, Colorado Springs 80901. A good example is how he set aside the parochialism that many European winemakers have for their own regions and entered into a partnership in 1999 with Chateau St. Michelle to make a first-rate Riesling from Washington state. Good Day Colorado FOX 31 Denver Daru at the Taste of Vail Last Edited. Thursday. 03 Apr 2008. 9:38 AM MDT Created. Thursday. 03 Apr 2008. 9:27 AM MDT VAIL, Colo. (tutyFOXColorado.com) - The 18th annual Taste of Vail food and wine festival was underway, and it attracted FOX 31 news feature reporter Dan Daru. No surprise there Its held at several venues throughout the ski resort, which is enjoying spectacular conditions for spring skiing. It Is suggested that anyone planning to attend the festival check the schedule of events at the Taste of Vail website, because there is so much SideBar happening. Visitors will want to plan out what they want to see and do. Related Items Vi!l+iiti 1 The executive chef at the Marriott Hotel prepared BarbeQue Lamb Wraps as part of the Taste of Vail food festival The 4-day long Taste of Vail runs ` L.pril 2 - April ?. 2008 Plum TV VAIL. EVEIIT CALEIiCnR rveanesaa_, oprn z xub - arjrciay, Q.pnl Taste of Fail iFood 8 .'line! It you ever wanted to know the Intrcacies of Reisling. Iamb. chocolate or an, other edible or drinkable dellcac., ink the 181h annual Taste of'vall into your calendar From wine and cigar workshops to tastings from every high-end chef in the valley. the Taste s proceeds benefit loc charities and you II lea.e feeling full of something delicious and a new chunk of wisdom The festival runs from April 2-5 See the Tasle -4 r 3d s err•nt schedule All dal Pte', Slen ab0 W 81d" Sbael b npy sons , aey 1ea13 Gump ft .1"? T- al'Jats LMT Cao1- olf Thank you for your consideration Respectively submitted by The Taste of Vail Board of Directors: President Susan Fritz - Owner, Sapphire Restaurant Other members: TJ Armstrong - Owner, Blus Restaurant Paul Ferzacca - Owner, LaTour Restaurant Mike Friery - Director of Mountain Dining, Vail Resorts Mickey Werner - Manager, Alpine Wine & Spirits Kevin Nelson - Chef and Owner, Terra Bistro Michael McPhie - Food and Beverage Director, Lodge at Vail Event Administrator Amy Oberley 5 t Town of Vail: COMMISSION ON SPECIAL EVENTS 2009 EVENT FUNDING APPLICATION Please print or type all information ? EVENT: Taste of Vail ? PROPOSED DATE(S): April 1-4 ? AMOUNT OF CASH FUNDING REQUESTED: $50.000 • PRODUCING ENTITY: Taste of Vail President or Executive Director's Name: Susan Fritz, President Name and Title of Person Cuuipleting the Application: Amv Oberlev. Administrator Address: PO Box 5663, Vail, Co 81658 Telephone: 970/926-5665 Cell: 970/376-2962 -FAX: 926/ 926-5640 WEBSrM: tasteofvail.ora E-Mail Address: infoamasteofvail.com Organization's tax status: For Profit Non Profit* Not for-Profit*X Non-Profit (501C-3), or Not-for-Profit (501C-6) .,.r,a..izations, please attach current State Department of Revenue Certificate with this application. Tax payer ID# 19 901 106 105 o Does the Event benefit a charity? Yes X No o If yes, please name the beneficiary: Mission Statement: The Taste of Vail's goal is to enhance Vail's image. nositionine and reputation, as a world class international resort with a serious commitment to fine food and wine and to p..,.uote recognition of the Vail life style. The event offers a variety of experiences on the mountain, in restaurants and classrooms to enhance each participant's knowledge and eniovment of food and wine. Number of years your organization has been in business: 18 • Brief Description of the Event: • Taste of Vail is a celeL..&;on of the outstanding food. wine, and culture that is abundant in beautiful Vail Colorado. In addition to several large tasting, Taste Of Vail hosts three Chef Showcase Dinners and several educational seminars. • Describe where event will be located within.the Town of Vail: Taste of Vail takes place in various locations within the Town of Vail. This includes Gore Creek Drive, Vail Mountain, the Marriott and the Lodse at Vail and Vail Plaza. • Will any portion of the event take place outside of the Town of Vail? Yes x No If yes, please explain: • Please describe briefly how you will use the funds that you are requesting fi.,.., the CSE: Fundine will be used to help continue Taste of Vail. • Will additional m-kind services be required fi. the Town of Vail? Yes X No If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking, traffic street closures, etc. The event p.-voter will be charged for all labor, materials and equipment unless such services are snecificallv exempted and approved as part of the Special Event Permit. For the Lamb Cook Off we will need to close Gore Creek Drive. We will need barriers and help with Trash removal. • Is this a New event Existing event X_ Number of years in existence _18. Location(s) of event in previous y,-mz,: Same • Number of participants (athletes, artists, exhibitors, etc.) anticipated 1000 Number of volunteers needed 400 Number of event staff 20 Total Number of spectators anticipated 4000 Local % In-state (non-local) % Out of State % • Should the CSE decide not to support this event, will it still. occur? Yes X, but scaled down No • What % of the total event budget is the CSE being asked to fund? 22% • What is the $ amount of sponsorships hu.u alternative sources reflected in the event budget: $30.000 • What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) 80% • If possible, would you intend to host the event in Vail beyond 2009? Yes_X_ No If yes, for how many years beyond 2008? 10 • Do you anticipate requesting funding f..,... the CSE next year? Yes _X_ No Given that the CSE encourages the devel.,F ent of additional sponsors in order to leverage their own investments, and anticipates that as events become established they will become less reliant on public funds, what %, if any, of the total. event budget do you anticipate requesting next year? 20%. with consideration of fundinn for the 20'' annual Taste of Vail REQUIRED ATI At, VIE.NTS: ? Detailed event budget, including all. anticipated revenues and expenses. ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. ? Previous year's event evaluation, including income and expense statement (if existing event). ? Past or p..,jected demor,.,.hics of event attendees and spending. ? Brief description of p. LQ .tial benefits to the Town of Vail, including an estimated # of in.,..,.,.ental room nights and in,,.. aced spending generated. ? What return on investment should the Town of Vail expect? ? Organization ro6to.., naming: ¦ All officers and respective positions ¦ Board of 8?.Qaors and positions The CSE ?.pp.r,ciates the inclusion of any additional support materials, such as videotapes, pror,,--- , news articles and other printed materials. PLEASE SUBMIT 12 COrtj&S (at least one formatted so as to be easily copied, i.e. unbound, 8 % x It size) OF ice. COMPLE i Est APPLICATION AND REQUIRED ATTAt:uM ENTS TO: Vail Commission on Special Events C/o Sybill Navas T.., w.. of Vail 75 S. Frontage Rd. Vail, CO 81657 For additional inf.,...,ation contact CSE Coordinator, Sybil] Navas at 970 376-2394 or speciale,v,ut, vailgov.com FOR CSE USE ONLY: EVENT NAME: PROPOSED DATES: Funding in the amount of was aYr.aved by the CSE on (date) Subject to the following conditions: Signature: CSE Coordinator Signature: Applicant Unless otherwise specified in the c.,ul.act, CSE fiords will be distributed per the following formula: TASTE OF VAIL 2009 BUDGET (Based on Historical Averages) Income Auction 30,000.00 Sponsor Revenue 501000.00 Event Sales 160,000.00 $ 240,000.00 Expense Apres 5,000.00 Grand 25,000.00 Lamb 15,000.00 Picnic 10,000.00 Seminars 10,000.00 $ 65,000.00 Other Event Expense Administration 5,000.00 Advertising 45,000.00 Auction 5,000.00 Entertainment 5,000.00 Printing 18,000.00 Rentals 5,000.00 Security 8,000.00 Signage 5,000.00 Supplies 15,000.00 Tents 5,000.00 Volunteers 2.000.00 $113,000.00 Event Income (18,000.00) 3:57 PM TASTE 10103108 Profit & Loss Prev Year Comparison Accrual Basis September 2007 through August 2008 Sep '07 - Aug 08 Income 3000 Interest Income 967.03 3100 Auction Revenue 31,665.00 3200 Sponsor Revenue Associate 97,350.00 Winery 17,400.00 Total 3200 Sponsor Revenue 114,750.00 3300 Ticket Revenue Apre 4,730.00 Full Event 32,340.00 Full Event-Trade 10,500.00 Grand Tasting 30,430.00 Lamb Cookoff 17,797.00 Picnic 32,535.00 Seminars 5,715.00 Special Seminars 20,550.00 Total 3300 Ticket Revenue 154,597.00 Soft Good Revenue Cost of Goods Sold -3,457.60 Soft Good Revenue - Other 752.00 Total Soft Good Revenue -2,705.60 Sales Taxes -12,670.54 Total Income 286,602.89 Expense 5000 Event Expense 5100 Auction Autioneer 4,327.00 Room Rental 12,205.90 Total 5100 Auction 16,532.90 5200 Apre Labor 300.00 Security 1,000.00 Tent Rental 3,000.00 Total 5200 Apre 4,300.00 5300 Grand Tasting Band 2,300.00 Carpet 3,200.00 Room Rental 9,000.00 Security 3,150.00 Supplies 177.49 Total 5300 Grand Tasting 17,827.49 5400 Lamb Cookoff Best Chef 1,500.00 Entertainment 2,300.00 Labor 144.00 Tents 3,098.90 Security 1,392.80 Signage 560.00 Supplies & Rentals 5,143.89 Total 5400 Lamb Cookoff 14,139.59 5500 Pinic Security 756.00 Supplies & Rentals 2,298.64 Tent Rental 4,587.50 Total 5500 Pinic 7,642.14 5600 Seminars 4,771.69 5700 Special Seminars 12,586.70 3:57 PM TASTE 10103/08 Profit & Loss Prev Year Comparison Accrual Basis September 2007 through August 2008 Sep'07 - Aug 08 5800 Other Event Costs Administrative Staff 6,586.51 Decorations 1,809.35 AV & Equipment Rental 7,528.52 Gratuity 1,755.15 Hospitality 2,000.00 Photographer 1,320.00 Signage 5,981.75 Supplies 2,884.05 Volunteers 4,780.65 Wine Storage 4,385.00 Total 5800 Other Event Costs 39,030.98 Total 5000 Event Expense 116,831.49 6000 Advertising & Promotion 6100 Advertising Internet 3,271.00 Newspaper 6,114.34 P-R Administration 27,510.67 Radio 3,000.00 Magazines 4,460.00 Total 6100 Advertising 44,356.01 6200 Marketing Gift Bags 3,406.03 Sponsor 23,049.65 Speakers 5,093.95 Total 6200 Marketing 31,549.63 6300 Printing Auction 435.00 Brochure 3,063.89 Poster 869.48 Program 8,842.90 Seminars 134.66 Set-Up 7,486.35 Tickets 2,319.76 Total 6300 Printing 23,152.04 Total 6000 Advertising & Promotion 99,057.68 7000 General & Admin Exp Payroll Taxes 1,352.52 Accounting/Legal 611.70 Administration 21,840.00 Bank Charges 158.97 Comm-Credit Card 7,029.45 Comm-Sponsor 13,584.50 Dues 220.00 Insurance 5,420.00 Licenses & Fees 426.00 Postage 1,692.79 Rent-Storage 6,886.00 Statiionery/Office Supply 4,112.06 Telephone 1,881.97 Total 7000 General & Admin Exp 65,215.96 Donation 5,000.00 Total Expense 286,105.13 Net Income 497.76 r r r r r Imomw r wo ?J 1 X009 c V Gam' ,s ffe-1 ??; Events •ss;an on Sp p08 it Co?'mi Ober 28' 2 n o f va tat;on T ,pct ove s P. n Events pre H;ghline y?Qa,? tl G O O - tlO o Of v "G p0 ? n Contents /?r, n n r, ?? • Event Overview • Dates and Highlights • Marketing and PR • Projected Event Budget • CSE Funding Request • Return on Investment (ROI) • Q&A Event Goals & O bj ectiv es ?n n ? ? T n? ,- ??rP n ? /-;:? • Attract additional Vail Visitors from the National, Regional, Front Range population and beyond. Create economic vitality, fun, sense of community and increased quality of experience for Vail guests and residents. m s m m m m m m m m m m m m m m m m m 20f)9 M M M ' M M M M M M M M M M M M M M M Event Overview F--7:1 n r----Z n n ? ? ? 117-? n n .f--? r-\ Move over N'Awlans. Head to Vail for the biggest Mardi Gras celebration in the mountains; sure to be irresistibly fun, vibrant, sarcastic and sassy! Don't miss the merriment, the throws, the costumes, the Cajun/Creole cuisine, the street party and, of course, the parade on Fat Tuesday. Laissez les bons temps rouler! • 15,000 Expected Attendees • Fat Tuesday Parade & Street Party • Headliner Concert at Dobson Arena r • Mask-erade Party at The Arrabelle at Vail Square • World's Highest Low Country Crawfish Broil Dates & Highlights r-I & February 22-24 & 27, 2009 Sun-Tues & Friday . *. • Featured New Orleans' Musicians and Artists Marketing &PR n n n/777? r-7) nn n! n r-I /7 • Marketing and PR campaigns expected to generate major coverage of over $in ad value and millions of impressions. • National print partner with Outside Magazine. • Media to include television, radio, print, new media and more. Projeeacted Event Budget TOTALREVEVUES LESS TOTAL EXPENSES NET I qCOME $225,500 ($221,0751 $4,425- CSE Funding Request n n n?nn n n ? ern MUM Eff E P • 2009 Funds: • 2008 =unds: $20,000 $20,000 $ TBD $7,880 The 2009 CarniVail Event Budget has increased by 200% year over year with the addition of the Friday night headliner concert at Dobson Arena to pull additional Vail visitors for the entire weekend. a Projeected ROI n ??? 1r?1 n n Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Return on Investment through Media, PR and Event Related Impressions alone: Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts (Sales - 4%, Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $20,000 $150,000 6.5 -to-1 10,500 $7,275,000 $291,000 13.55-to-1 ¦ as so so so so am No so ON so so ? & a, ova. Ow 00 so 100 nt E?e over),vevv- C, eek f ull rcharged , 'ring a supe treet parties . bash featu concerts, s nsh?ps • son ending headliner. champ?o hail's sea ow events' sk?mrn?ng mounta?n and off-sn world Pond f spring spring Back r of on _ opular entry s largest the everp is the co o , o and to Va?l bash. Dates & Highlights rte. rr-111 r-13 n rn rn n n n n19 n C? April 13-19, 2009 Mon-sun • 50,000+ Expected Attendees • Two Headliner Concerts at Dobson • Major Headliner Concert at Ford Park • Additional Free Concert on Sunday in Base Area World Pond Skimming Championships • Malay Day • Robust Apres and After-Dark Scene Marketing & PR n n ran n n n n r? ? n n om. n .-? n An extensive national, regional and local marketing and public relations blitz will key on Spring Back to Vail. The campaign is Expected to generate over $500,000 in equivalent media value and tens of millions in Impressions. A major emphasis will be placed on new media including SEO, Pay-per-clicks, e-blasts, facebook, myspace and YouTube. Previous Spring Back events have been seen on ESPN, CNN, MTV and in the NY Times and LA Times. YO A o ' Broadcast Yourself Pro ecteEvent Budget n n /---:) n nn r?("-In ?/-? TOTAL REVENUES LESS TOTAL EXPENSES NET INCOME $980,250 (5966,1251 $14J25 CSE Funding Request r, F, n , ?, • 2009 Funds: • 2008 =unds: G°3 QULM D $100,Y000 $100,1000 $T3D $73,875 The 2009 Spring Back to Vail will increase by over $100,000 from the 2008 budget. Projeected ROI F1 n ? r,-? /-7 n n Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Return on Investment through Media, PR and Event Related Impressions alone: Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts (Sales - 4%, Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $100,000 $500,000 400% 72,000 $25,500,000 $1,020,000 9.2 to 1-or- 920% NOW- . r.` L -1 It Event Overview r= r1 n n -,? r--\ -;? n - n n r A Labor Day weekend festival featuring a wide variety of wines, spirits, Vail Valley restaurants, easy listening jazz music and an the ever-popular Connoisseur's Trail Art and Wine Walk. Dates & Highlights c::? n r-1 i r-, n r-1 r-. n r;? September 4-6, 2009 Labor Day Weekend • 18,000 Expected Attendees • Two days of Vail's Best Restaurants • Connoisseur's Trail Art & Wine Walk • Live Jazz Music • 100s of wines, spirits and high end beers • Perfect fit for Iconic Labor Day Event Marketing & PR A targeted media and PR campaign wi ie run for t ie event featuring print, radio and to evision. Tie campaign wi focus on tie fo owing media out ets in tie front-range and mountains ...WESTWORD, DENVER DAILY NEWS, NPR, VAIL DAILY, SUMMIT DAILY, KVBA TV8, CHS. An estimated $75,000.00 in mec is va ue/equiva ency wi de ivered 3y t pis integrated campaign. Estimated Event Budget TOTAL REVE 4UES LESS TOTAL EXPENSES NET INCOME $120,000 ($114,2001 $5,800 ?0'iG/"YyGP? CSE Funding Request MQUOU D • 2009 Funds: • 2008 =uncs: $75,000 $751000 $ TBD $44,325 llwA Progented ROI n n /? /? /? r? /? n /-/ /? n Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts ((Sales - 4%1 ST Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $75,000 $75,000 10,000 $2,520,875 $100,835 34% = m m = m m m = = = m m = m = m = = = r r r r r • evv erv? ?r EV e n t r ktoperfest Traditional ? Festival Celebration ' Music of Beer? FpOd, and Fall in Vail Dates Highlights & c:3,, n q nn r? n n n n (? C::?) September 11-13 & 18-20, 2009 • 19th Year Running • 40,000 Expected Attendees • Lionshead & Vail • Food, Beer and more • Live Music & Dancing - Traditional & Popular • Brat Eating Contests & Keg Bowling • Oktoberfest Fun Run Marketing PR & n r-n o n n /7 r7:) n n n Z -? n n l • Integrated Campaign • Front-Range/Mountain Focus • Traditional -Print/Radio/TV • New Media - website/eBlasts/S EO • Public Relations • $100k in media value/equivalency delivered Estimated Event Budget TOTAL REVENUES LESS TOTAL EXPENSES NET INCOME (Shortfall) $227,500 ($228.2751 ($775-) CSE Funding Request / n n ^gn n,! nn r)77) n nor; ?^?C::7?n nEQ9MU10 • 2009 Funds: • 2008 =unds: $82,1500 $82,500 $ TBD $81,1263 * No increase in funding request from `08 to `09. A minimal funding bump to the requested $82,500 would be just a 1.5% increase. Progeacted ROI J Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Return on Investment through Media, PR and Event Related Impressions alone: Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts (Sales-4%, ST Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $82,500 $100,000 23% 14,000 $7,225,000 $289,000 256% amm i so am a 0 0 0 a of o O O O 0 00 0 0 0 o p 0 Q ° °o b p o a °o 0 0 a oo ? o °a 00 0 00 0 Event Overview r?= n n nrp r1 n n, n? r1 n Vail's opening gas i w iic i is t ie muc i awaitec dc ( off to t ie snowriding season. A fu - :) own wee c of on and off-snow events, lead finer concerts, and so muc i more... Nl !r? II II, Dates & Highlights December 7-13, 2009 Monday-Sunday • 50,000+ Expected Attendees • Two Headliner Concerts at Dobson Arena • Major Headliner Concert at Ford Park • World Dummy Gelunde Championships • Snow Jam Under the Lights • Demo Daze w/ Key Industry Partners • Robust Apres and After-Dark Scene ? aooa Marketing & PR n /1 n ,?q n n 17 i n n r, n n n An extensive national, regional and local marketing and public relations blitz will key on Vail Snow Daze. The campaign is expected to generate over $250,000 in equivalent media value and tens of millions in Impressions. A major emphasis will be placed on new media including SEO, Pay-per-clicks, e-blasts, facebook, myspace and YouTube. YO J Broadcast Yourself 17 a. Pro)eected Event Bud _ et ? n n ? - ?- ?,? r= n ? n n !' r n TOTAL REVE qUES LESS TOTAL EXPENSES NET INCOME $922,000 ($919,9252 $2,1075- CSE Funding R equest / `? ?1, r? n ? n. '-? ? n ri P ) 77) n /7 /% , . / - -,'l REQMOCED • 2009 Funds: • 2008 =unds: $100,0000 $100,1000 $ TBD $64,025 * No increase in funding request from '08 to `09. Same size and scope as Spring Back. d A II Ii. ^C?'q? ? ? cam' •-r?Yy o YHN o ? ? o U pU Pro)eected ROI n n /?( n n, /r , Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Return on Investment through Media, PR and Event Related Impressions alone: Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts (Sales - 4%, Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $100,000 $250,000 150% 72,000 $25,500,000 $1,020,000 9.2 to 1-or- 920% d !rJ II II, i4 - o Why Highline Events.? • Offer the greatest potential for positive economic impact for the Vail community • Events are produced during need times of the year for Retail,. Restaurant and Lodging • Experienced and qualified - proven track record of producing highly successful Vail events since 1996 - Twelve Years Strong! • ROI Max and leveraging of CSE $$$ contributions with extensive sponsorship and media exposure • Events contribute to "Sense of Community" like none other • In trying times like these you can trust Highline as a proven event producer to deliver the desired results and the leading ROI THANK YOU FOR YOUR TIME & CONSIDERATION WE LOOK FORWARD TO A SUCCESSFUL 2009 IN EVENT PARTNERSHIP WITH THE TOWN OF VAIL l y/a HL /NE l 1-7 ?G?OG°3?? CGJpCG°3?Q0?1C??C7? {events evolved} Jeff Brausch I CEO 970.476.6797 xt. 103 jeff@gohighline.com r r r ?. r 09 ?{Gl"lliZt:t. o? ?o-,-el eciai . lion on 5p act OQg Town °f ?aj Events 1 Commis October 2$' 2 tation • ? resen • Kline Events H?? 4° J leroo-"/ 7(n(09 Vail Commission on Special Events 2009 Event Funding Application Applied for by: Highline Sports & Entertainment, Inc. In Partnership with Vail Resorts 12 Vail Rd. Suite 500 Vail, CO 81657 (970) 476-6797 www.eohiehline.com ' VAIL COMMISSION ON SPECIAL EVENTS 2009 EVENT FUNDING APPLICATION ' EVENT: CARNIVAIL PROPOSED DATE(S): February 22-24 & 27, 2009 AMOUNT OF CASH FUNDING REQUESTED: $20,000- Producing Entity: Highline Sports & Entertainment, Inc. President/executive director's name: Jeff Brausch Name/title of person completing application: Jeff Brausch Address: 12 Vail Rd., Suite 500, Vail, CO 81657 Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 Website address: www.gohighline.com E-Mail Address: jeff@gohighline.com Organization's tax status: For Profit_X__ Non-Profit* Not-for-Profit* ' Non-Profit (501 C-3), or Not for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate with this application. Tax payer ID#: 84-1331831 • Does the event benefit a charity? Yes_X No • If yes, please name the beneficiary: TBD Mission Statement: To foster a culture in which Highline team members are challenged ' to excel in providing all customers with exceptional service, extensive knowledge and an unwavering commitment to ethical excellence... not only to complete client satisfaction- but beyond all expectations! ' Number of years your organization has been in business 12 • Brief Description of Event: Move over N'Awlans. Head to Vail for the biggest Mardi Gras ' celebration in the mountains; sure to be irresistibly fun, vibrant, sarcastic and sassy! Don't miss the merriment, the throws, the costumes, the Cajun/Creole cuisine, the street party and, of course, the parade on Fat Tuesday. Laissez les bons temps rouler! This year's line up is more exciting ' than ever with live music straight from New Orleans playing throughout the celebration featuring an added headliner show at Dobson Arena on February 27th ' The event is being produced to: • Attract additional Vail Visitors from the regional and Front Range population and beyond ' for Vail 's Labor Day Weekend. • Create economic vitality, fun, sense of community and increased quality of experience for guests and residents • Describe where the event will be located within the Town of Vail: Vail Village and Lionshead Will any portion of the event take place outside of the Town of Vail? X Yes No If yes, please explain: Portions of the event will take place on Vail Mountain. • Please describe briefly how you will use the funds that you are requesting from the CSE: To cover budgeted expenses. ' Will additional in-kind services be required from the Town of Vail? Yes X No If yes, please explain, including a description of anticipated impacts on Town of Vail ' services: i.e. bus service, parking, traffic control, street closures, etc.: We will need barricades to control the perimeter of the beer gardens on the concert nights as well as police support for crowd control during these same concerts. ' • Is this a: New event _ Existing event X Number of years in existence: 5 Location(s) of event in previous years: Same locations as proposed for 2009 with the addition ' of Dobson Arena. Number of participants (athletes, artists, exhibitors, etc.) anticipated: 100 ' Number of volunteers needed 15 Number of event staff 20 # of spectators/event attendees anticipated 15,000 Local 30% In-state (non-local) 30% Out of State 40% ' Should the CSE decide not to support this event, will it still occur? Yes No X ' • If possible, would you intend to host the event in Vail beyond 2009? Yes X No If yes, for how many years beyond 2009? As many as years as it makes sense financially and to the TOV and Vail Resorts. • Do you anticipate requesting funding from the CSE next year? Yes X No If yes, in what amount? $20.000 ' REQUIRED ATTACHMENTS (incomplete applications will not be considered): ' ? Detailed event budget, including all anticipated revenues and expenses. ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. ? Previous year's event evaluation, including income and expense statement (if existing event). ? Past or projected demographics of event attendees and spending. ' ? Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. ? What return on investment should the Town of Vail expect? ? Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions The CSE appreciates the inclusion of any additional support materials, such as videotapes, ' programs, news articles and other printed materials. For additional information contact CSE Coordinator, Sybill Navas at 970 376-2394 or ' specialevents@vailgov.com FOR CSE USE ONLY: EVENT NAME: PROPOSED DATES: Funding in the amount of Subject to the following conditions: was approved by the CSE on (date) Signature: CSE Coordinator Signature: Applicant Unless otherwise specified in the contract, CSE funds will be distributed per the following formula: ¦ 1/3 of the amount upon the signing of a contract stipulating the terms of the CSE's funding allocation. ¦ 1/3 of the amount upon receipt of an invoice from the event producer following the timely submittal of a complete Special Event Permit Application, which is due a minimum of 45 days prior to the start of the event. ¦ 1/3 of the amount upon receipt of an invoice from the event producer following the completion of the event and final compliance with all the stipulations of the Special Event Permit. 1 Event Description Move over N'Awlans. Head to Vail for the biggest Mardi Gras celebration in the mountains; sure to be irresistibly fun, vibrant, sarcastic and sassy! Don't miss the merriment, the throws, the costumes, the Cajun/Creole cuisine, the street party and, of course, the parade on Fat Tuesday. ' Laissez les bons temps rouler! This year's line up is more exciting than ever with live music straight from New Orleans playing throughout the celebration! Appendix 1 - 2009 ProForma Event Budget ? Detailed event budget, including all anticipated revenues and expenses. CarniVail REVENUES: 420 420.5 Sponsorships CSE Funding 421 Entry Fees 421.5 Ticket Sales/Commissions 1 422 F&B Sales 423 Merchandise Sales Total Revenues EXPENSES: 510 Event Ops - misc 517 Entertainment/ Bands 519 Event Promotions/Advertising ' 520 Event Merchandise 525 Event Supplies 526 F&B Expenses 527 Equipment Rental ' 530 Portable Toilets Prize Money / Appearance 533 Fees ' 535 Public Relations 538 Venue Rental / Site Fees 543 Wardrobe/Uniforms ' 550 Event Insurance 555 Equipment Repairs 617 Bank/CC Charges ' 620 Auto Expense 626 Pre-press/Design 627 Licenses and Permits ' 628 Printing and Reproduction 630 Office/Computer Supplies 631 Office Expenses 636 Postage & Delivery 638 Web Site/E-Mail 640 Event/Sales Travel 641 Meals/ Entertainment 642 Lift Tickets 643 On-Mountain Dining 644 Event Lodging ' 646 Sponsor Ground Transfers 669 Contract Labor 670 Payroll Expenses 671 Commission Expense 672 Event Management Fee Total Expenses ' Net Income (Shortfall) $125,000 20,000 70,000 10,000 500 $225,500 $10,000 85,000 10,000 10,000 4,000 10,000 1,000 250 1,500 3,500 7,500 100 500 3,000 600 3,500 100 275 250 1,000 1,500 500 5,000 1,000 3,000 10,000 28,000 20,000 $221,075 4,425- I Appendix 2 I ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. 0 CarniVail PR/Communications Plan 1 Objective: Generate recognition and excitement for the CarniVail celebration to attract local, regional, and national visitors to the area. Target Audiences: Locals, Regional Guests (Front Range) and Destination Guests (with emphasis on Dallas, Chicago markets); communications to resonate with families, couples and young adults. Strategies: • Develop pitch arsenal of Mardi Gras-themed events/celebrations; research Mardi Gras celebrations in competing cities to tailor pitches. • Work with Vail Resorts media staff to further promote the event • Align pitches with ad buy outlets; leverage ad spends to secure editorial coverage. ' • Pre-pitch national media months out to secure coverage in time to allow guests to book travel. • Pre-pitch regional/local media to gradually build event anticipation/excitement; tie to ' current ski season visitation numbers for newsworthiness. • Pitch regional/local media to secure coverage for the week leading up to the celebrations and week of. • Leverage entertainment/band for media fodder; offer band interviews to local, regional radio outlets. • Develop an arsenal of press releases to announce event developments as they occur (i.e. Mardi Gras King/Queen court/winners; Taste of New Orleans participants, Mardi Gras bar celebrations, parade/float information; best float, Fat Tuesday entertainment; masquerade event details, etc.) ' • Leverage sponsorships for media play if determined appropriate. • Incorporate online call to action in all communications to drive visitors to vailmardigras.com/vail.com. • Incorporate event announcements into existing communications • Weave event announcements into appropriate e-mail communications Sponsorships Highline is selling sponsorships for CarniVail to help cover the numerous operating and marketing expenses to make the event successful. Appendix 3 1 ? Previous year's event evaluation, including income and expense statement (if existing event). EVENT OVERVIEW - Overall, the event was a major success. Some of the highlights are as follows... • An estimated 10,000 attendees celebrated Mardi Gras Vail style • Marketing and PR campaigns were very successful - major coverage generated over $100,000.00 in value ad millions of impressions. • Media included television, radio, print, new media and more • Strong sponsorship for the event - with room to grow - Sponsors included Vail Mountain, Town of Vail, Aquafina, Coors Light, Volvo, Captain Morgan, Verizon and Outside Magazine. • The Pride of New Orleans... Henry Butler was bringin down the house! • In-town events included Fat Tuesday Parade featuring the renowned Vail Lawn Chair Drill Team; Vail Street party and the very popular Mask-erade party at The Arrabelle at Vail Square. • On-mountain events included the World's Highest Low Country Crawfish Boil and the Funky tunes of Little Hercules. 2008 Vail Mardi Gras Final Budget ' ACTUAL REVENUES: ' 420 Sponsorships $65,000 420.5 CSE Funding 7,880 422 F&B Sales 4,382 Total Revenues $77,262 EXPENSES: ' 510 Event Ops - misc $3,921 517 Entertainment/ Bands 11,750 519 Event Promotions/Advertising - ' 520 Event Merchandise 525 Event Supplies 8,868 526 F&B Expenses 2,707 527 Equipment Rental 2,814 530 Portable Toilets/Dumpsters 700 533 Prize Money / Appearance Fees 1,750 535 Public Relations 1,500 538 Venue Rental / Site Fees - 543 Wardrobe/Uniforms - ' 550 Event Insurance 4,800 555 Equipment Repairs 617 Bank/CC Charges - 620 Auto Expense 537 626 Pre-press/Design 2,055 627 Licenses and Permits 417 ' 628 Printing and Reproduction 3,095 630 Office/Computer Supplies 46 631 Office Expenses 314 636 Postage & Delivery 27 ' 638 Web Site / E-Mail 247 640 Event/Sales Travel 317 641 Meals/ Entertainment 271 642 Lift Tickets 643 On-Mountain Dining - 644 Event Lodging - ' 646 Sponsor Ground Transfers 669 Contract Labor 2,231 670 Payroll Expenses 7,498 t 671 Commission Expense 8,576 672 Event Management 9,500 Total Expenses $73,939 Net Income (Shortfall) $3,323 I Appendix 4 I S Past or projected demographics of event attendees and spending. 1 2009 Projected Demographics & Event Goals • Attract additional Vail Visitors, Locals, Regional Guests (Front Range) and Destination Guests ' (with emphasis on Dallas, Chicago markets); • Attract incremental Vail spending $$$ (Lodging, Food & Bev, Merchandise, Lift Tickets, Rentals, Etc.) Appendix 5 ' ? Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. Estimated Incremental Room Nights and Revenue Generated by CarniVail ' The numbers below are estimates for the 2009 CarniVail event. 2009 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 15,000 ' Those who came just for the event: 35% Those staying in Town of Vail lodging: 50% Average nights stay in Vail: 4 ' Total Incremental Room Nights: 10,500 Incremental Spending Estimated attendance per day: 3,750 Average amount spent: $300 Event Days: 4 ' Total Incremental Spending: $4,500,000 Average lodging price per person per night: $250 ' Incremental room nights: 10,500 Subtotal spent on lodging: $2,625,000 Number of days in Vail not for event: Number of people staying additional days Average amount spent per day: Subtotal spent on non-event days: 1.0 500 $300 S150,000 Total Estimated Incremental Spending: $7,275,000 Appendix 6 ? What return on investment should the Town of Vail expect? 2009 Town of Vail Return on Investment Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Return on Investment through Media, PR and Event Related Impressions alone: Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts (Sales - 4%, Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $20,000 $150,000 6.5 10,500 $7,275,000 $291,000 13.55-to-1 1 Appendix 7 ? Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions Highline Sports & Entertainment, Inc. Roster ' Principals/Board of Directors: • Jeff Brausch, President/CEO • James Deighan, Vice President Employees: ' Peggy Wolfe, Event Director • Bryan Rooney, Event Director • Missy Johnson, Sponsorship Manager ' Mark Santini, Account Manager • Ryan Durnan, Event Manager • Greg Schwartz, Event Manager ' Natalie Fandrey, PR Manager • Kelli Brausch, Controller/CPA ?fQ / c Vail Commission on Special Events 2009 Event Funding Application Applied for by: Highline Sports & Entertainment, Inc. 12 Vail Rd. Suite 500 Vail, CO 81657 (970) 476-6797 www.2ohiahline.com ' VAIL COMMISSION ON SPECIAL EVENTS 2009 EVENT FUNDING APPLICATION ' EVENT: SPRING BACK TO VAIL PROPOSED DATE(S): April 13-19, 2009 AMOUNT OF CASH FUNDING REQUESTED: $ 100,000- ' • PRODUCING ENTITY: Highline Sports & Entertainment, Inc. President/executive director's name: Jeff Brausch ' Name/title of person completing application: Jeff Brausch Address: 12 Vail Rd., Suite 500, Vail, CO 81657 Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 1 Website address: www.gohighline.com E-Mail Address: jeff@gohighline.com Organization's tax status: For Profit_X_ Non-Prof t* Not-for-Profit* ' Non-Profit (501 C-3), or Not for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate with this application. Tax payer ID#: 84-1331831 ' • Does the event benefit a charity? Yes_X_ No • If yes, please name the beneficiary: Vail Breast Cancer Awareness Group Mission Statement: To foster a culture in which Highline team members are challenged ' to excel in providing all customers with exceptional service, extensive knowledge and an unwavering commitment to ethical excellence... not only to complete client satisfaction- but beyond all expectations! ' Number of years your organization has been in business 12 • Brief Description of Event: Vail's season ending bash which has become the Vail Valley's rite of Spring. One full week of on and off-snow events, headliner concerts, street parties and the ever-popular World Alpine Pond Skimming Championships. Voted the 41 Mountain Spring Party in the U.S. by Skiing Magazine. The event is being produced to: ' Attract additional Vail Visitors from the regional and Front Range population and beyond for Vail 's Labor Day Weekend. • Create economic vitality, fun, sense of community and increased quality of experience for guests and residents ' • Describe where the event will be located within the Town of Vail: Vail Village, Dobson , ' bars/restaurants, Golden Peak, East and On Mountain • Will any portion of the event take place outside of the Town of Vail? _X-Yes No ' If yes, please explain: Portions of the event will take place on Vail Mountain. • Please describe briefly how you will use the funds that you are requesting from the CSE: To cover marketing and operational expenses. • Will additional in-kind services be required from the Town of Vail? Yes X No ' If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking, traffic control, street closures, etc.: We will need ' barricades to control the perimeter of the beer gardens on the concert nights as well as police support for crowd control during these same concerts. ' • Is this a: New event _ Existing event X Number of years in existence: 6 Location(s) of event in previous years: Same locations as proposed for 2009 ' Number of participants (athletes, artists, exhibitors, etc.) anticipated: 500 Number of volunteers needed 20 Number of event staff 75 # of spectators/event attendees anticipated 50,000 1 Local 20% In-state (non-local) 20% Out of State 60% Should the CSE decide not to support this event, will it still occur? ' Yes No X • If possible, would you intend to host the event in Vail beyond 2009? Yes X No If yes, for how many years beyond 2009? As many as years as it makes sense financially and to the TOV and Vail Resorts. • Do you anticipate requesting funding from the CSE next year? Yes X No If yes, in what amount? $100.000 ' REQUIRED ATTACHMENTS (incomplete applications will not be considered): ? Detailed event budget, including all anticipated revenues and expenses. ? Marketing plan and detailed explanation of potential for sponsorships and media ' exposure. ? Previous year's event evaluation, including income and expense statement (if existing event). ? Past or projected demographics of event attendees and spending. ' ? Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. ? What return on investment should the Town of Vail expect? ? Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions The CSE appreciates the inclusion of any additional support materials, such as videotapes, programs, news articles and other printed materials. ' For additional information contact CSE Coordinator, Sybill Navas at 970 376-2394 or specialevents@vailgov.com EVENT NAME: PROPOSED DATES: Funding in the amount of Subject to the following conditions: FOR CSE USE ONLY: was approved by the CSE on (date) Signature: CSE Coordinator Signature: Applicant Unless otherwise specified in the contract, CSE funds will be distributed per the following formula: ¦ 1/3 of the amount upon the signing of a contract stipulating the terms of the CSE's funding allocation. ¦ 1/3 of the amount upon receipt of an invoice from the event producer following the timely submittal of a complete Special Event Permit Application, which is due a minimum of 45 days prior to the start of the event. ¦ 1/3 of the amount upon receipt of an invoice from the event producer following the completion of the event and final compliance with all the stipulations of the Special Event Permit. Event Description EVENT DATES & VENUE LOCATIONS: • April 13-19, 2009 • Vail Village, Golden Peak Base Area, Dobson Arena, Vail Mountain, and Ford Park Concert Venue. THE TAKEAWAY: "Spring Back to Vail" blew me away - what a great *%#$*#% party! The events, the skiing and boarding, the sun, the girls (the guys), the VIBE... SPRINGTIME IN VAIL! What a great way to wrap up the snowriding season and welcome spring to the mountains! ' Appendix 1 ? Detailed event budget, including all anticipated revenues and expenses. 2009 Spring Back to Vail Projected Budget Sorina Back REVENUES: 420 Sponsorships $550,000 420.5 CSE Funding 100,000 ' 421 421.5 Entry Fees Ticket Sales/Commissions 3,750 250,000 422 F&B Sales 75,000 423 Merchandise Sales 1,500 Total Revenues $980,250 EXPENSES: 510 Event Ops - misc $40,000 517 Entertainment/Bands 475,000 ' 519 Event Promotions/Advertising 25,000 520 Event Merchandise 2,750 525 Event Supplies 17,500 ' 526 F&B Expenses 30,000 527 Equipment Rental 20,000 530 Portable Toilets 5,500 533 Prize Money / Appearance Fees 1,000 535 Public Relations 21,000 538 Venue Rental / Site Fees 10,000 543 Wardrobe/Uniforms 1,000 1 550 Event Insurance 7,500 555 Equipment Repairs 500 617 Bank/CC Charges 100 620 Auto Expense 100 626 Pre-press/Design 5,000 627 Licenses and Permits 1,250 1 628 Printing and Reproduction 10,000 630 Office/Computer Supplies 400 631 Office Expenses 275 ' 636 Postage & Delivery 750 638 Web Site/E-Mail 2,500 640 Event/Sales Travel 7,500 ' 641 Meals/Entertainment 1,500 642 Lift Tickets 643 On-Mountain Dining - 1 644 Event Lodging 25,000 646 Sponsor Ground Transfers 2,500 669 Contract Labor 7,500 ' 670 Payroll Expenses 65,000 671 Commission Expense 130,000 672 Event Management Fee 50,000 Total Expenses $966,125 Net Income (Shortfall) $14,125 1 Appendix 2 ' ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. • An extensive, traditional media campaign will be run for the event featuring print (newspaper and magazine), radio and television. The campaign will focus on the following media outlets... DENVER POST, ROCKY MTN. NEWS, WESTWORD, ROCKY MTN. SPORTS, ASPEN DAILY TIMES, GLENWOOD POST, VAIL DAILY, SUMMIT DAILY, SKY HIGH, WINTER PARK, DAILY TRIBUNE, STEAMBOAT PILOT/TODAY, TELLURIDE TIMES, KBCO, KBPI, KRFX, KFMU, KSNO, KSPN, KZYR, KVBA TV8, CH5. Over $250,000.00 in media value is expected to be delivered by this integrated campaign. • A strong national, regional and local PR blitz will key on Spring Back to Vail. The campaign is ' expected to generate over $250,000 in equivalent media value. • Spring Back to Vail will continue to push on the new media envelope with Internet sites ' running against the event. Besides stand-alone sites, the event will also receive a great deal of play on Vail Resort's web site www.snow.com. I • Direct broadcast emails and standard mailings will be sent to many lists targeting our audience, including Vail Resort's lists and Highline Sports' lists. • Numerous collateral and competitor materials will be disseminated throughout the region. Including rack cards, postcards and posters. Sponsorships Highline Sports always has and always will continue to sell sponsorships on its properties to help cover the numerous operating and marketing expenses to make the events successful. Highline 1 has never relied on TOV monies to solely support its events. While SBTV has enough exposure to be attractive to potential sponsors, event management will continue to refine the event to continue to draw a larger audience and generate more impressions. Appendix 3 ? Previous year's event evaluation, including income and expense statement (if existing event). Overall, the 2008 event was a major success. Some of the highlights are as follows... • Marketing and PR campaigns were very successful - major coverage generated over 25 million impressions and well over $350,000.00 in value. • Media included television, radio, print, outdoor, new media and more ' Strong sponsorship and growth - with great interest in future events • Two headliner concerts at Dobson including Gov't Mule and Kottonmouth Kings • Ben Harper concert at Ford Park - Town Jammed around concerts • Vail Mountain had its lar-aest closing weekend ever! • Bar parties took place throughout the week. Additional parties and special promotions, which were not part of the official schedule, were held in town after each concert. • Marketing and PR campaigns were very strong in promoting awareness and driving event attendance • Gold medalist Jonny Mosely on hand for World Pond Skimming Championships and throwin ' a full back flip all crossed up onto the pond! • Estimated attendance/visitors to Vail during the week of Spring Back to Vail: 100,000 • On-mountain events included World Pond Skimming Championships and Malay Day ' Largest World Pond Skimming Championships event to date. 1 2008 SPRING BACK TO VAIL Final Budget {UPDATED AS OF 5/29/2008} ACTUAL REVENUES: 420 Sponsorships $501,544 420.5 CSE Funding 73,875 421 Entry Fees 3,797 421.5 Ticket Sales/Commissions 230,847 422 F&B Sales 62,128 423 Merchandise Sales 1,064 TOTAL REVENUES $873,255 EXPENSES: 510 Event Ops - mist $36,662 517 Entertainment/Bands 419,571 Event 519 Promotions/Advertising 24,399 520 Event Merchandise 2,741 525 Event Supplies 15,823 526 F&B Expenses 24,202 527 Equipment Rental 22,009 530 Portable Toilets 4,175 Prize Money / 533 Appearance Fees 1,000 535 Public Relations 20,104 538 Venue Rental / Site Fees 9,500 543 Wardrobe/Uniforms 99 550 Event Insurance 4,950 555 Equipment Repairs 668 617 Bank/CC Charges - 620 Auto Expense - 626 Pre-press/Design 4,865 627 Licenses and Permits 950 628 Printing and Reproduction 8,900 630 Office/Computer Supplies 70 631 Office Expenses 70 636 Postage & Delivery 713 638 Web Site / E-Mail 1,003 640 Event/Sales Travel 5,376 641 Meals/Entertainment 1,173 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 17,045 Sponsor Ground 646 Transfers - 669 Contract Labor 6,895 670 Payroll Expenses 63,802 671 Commission Expense 115,084 672 Event Management 50,000 TOTAL EXPENSES $861,849 NET INCOME/SHORTFALL $11,406 Appendix 4 Past or projected demographics of event attendees and spending. 2009 Projected Demographics & Event Goals • Attract additional Vail Visitors, for the final month of the season, from in and out of Colorado. • Entice return destination visits from earlier winter bookings with value packages to include lift tickets, lodging, and credentials with automatic entry to all surrounding events. • Differentiate Vail Mountain in the month of April. • Target youth-minded 30 to 45 year olds. • Household Income over $75,000 • Attract incremental Vail spending $$$ (Lodging, Food & Bev, Merchandise, Lift Tickets, Rentals, Etc.) 1 Appendix 5 ? Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. ' Estimated Incremental Room Nights and Revenue Generated by Spring Back to Vail ' The numbers below are estimates for the 2009 Spring Back to Vail event. ' 2009 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 50,000 Those who came just for the event: 60% Those staying in Town of Vail lodging: 80% Average nights stay in Vail: 3 ' Total Incremental Room Nights: 72,000 Incremental Spending ' Estimated attendance per day: 7,000 Average amount spent: $300 Event Days: 7 Total Incremental Spending: $14,700,000 Average lodging price per person per night: $150 Incremental room nights: 72,000 Subtotal spent on lodging: $10,800,000 Number of days in Vail not for event: Number of people staying additional days: Average amount spent per day: Subtotal spent on non-event days: 1.0 10,000 $300 $3,000,000 Total Estimated Incremental Spending: $25,500,000- Appendix 6 ? What return on investment should the Town of Vail expect? 2009 Town of Vail Return on Investment Town of Vail Investment $100,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $500,000 Return on Investment through Media, PR and Event Related Impressions alone: 400% Est. Incremental Room Nights Generated 72,000 Incremental Spending Generated $25,500,000 Tax Receipts (Sales - 4%, Lodging-4%) $1,020,000 Return on Investment through Incremental Spending in the Town of Vail: 9.2 to 1 -or- 920% 1 Appendix 7 Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions Highline Sports & Entertainment, Inc. Roster ' Principals/Board of Directors: • Jeff Brausch, President/CEO • James Deighan, Vice President ' Employees: • Peggy Wolfe, Event Director • Bryan Rooney, Event Director • Missy Johnson, Sponsorship Manager ' • Mark Santini, Account Manager • Ryan Durnan, Event Manager • Greg Schwartz, Event Manager ' • Natalie Fandrey, PR Manager 0 Kelli Brausch, Controller/CPA J Vail Commission on Special Events 2009 Event Funding Application 2009 Labor Day Weekend - Vail Village Applied for by: /NE HIGHL n ppoG?SP? LC7p?G1pQOC7C?[C1? { events evolved } 12 Vail Rd. Suite 500, Vail, CO 81657 (970) 476-6797 A 103 www.aohiahline.com VAIL COMMISSION ON SPECIAL EVENTS 2009 EVENT FUNDING APPLICATION EVENT: GOURMET ON GORE PROPOSED DATE(S): Fri-Sun., September 4-6, 2009 AMOUNT OF CASH FUNDING REQUESTED: $ 75,000 - • PRODUCING ENTITY: Highline Sports & Entertainment, Inc. President/executive director's name: Jeff Brausch Name/title of person completing application: Jeff Brausch Address: 12 Vail Rd., Suite 500, Vail, CO 81657 Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 Website address: www.gohighline.com E-Mail Address: jeff@gohighline.com Organization's tax status: For Profit X_ Non-Profit* Not-for-Profit* Non-Profit (501 C-3), or Not for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate with this application. Tax payer ID#: 84-1331831 • Does the event benefit a charity? Yes_X_ No • If yes, please name the beneficiary: TBD Mission Statement: To foster a culture in which Highline team members are challenged to excel in providing all customers with exceptional service, extensive knowledge and an unwavering commitment to ethical excellence... not only to complete client satisfaction- but beyond all expectations! Number of years your organization has been in business 12 • Brief Description of Event: A Labor Day Weekend Festival of Wine, Spirits, Food, Jazz and Art on the streets and in the Galleries of Vail. The event is being produced to: Attract additional Vail Visitors from the regional and Front Range population and beyond for Vail 's Labor Day Weekend. Create economic vitality, fern, sense of community and increased quality of experience for guests and residents Event Day: Open-air event featuring a wide variety of winemakers, Vail Valley restaurants, jazz music and an the ever-popular Connoisseur's Trail Art and Wine Walk • Describe where the event will be located within the Town of Vail: Vail Village - Gore Creek Drive and Bridge Street • Will any portion of the event take place outside of the Town of Vail? Yes X No If yes, please explain: ' • Please describe briefly how you will use the funds that you are requesting from the CSE: To cover marketing and production expenses. ' Will additional in-kind services be required from the Town of Vail? Yes X No If yes, please explain, including a description of anticipated impacts on Town of Vail ' services: i.e. bus service, parking, traffic control, street closures, etc.: We will need barricades to control the perimeter of the event venue for the event days as well as police support for crowd control. ' • Is this a: New event Existing event X Number of years in existence: 3 Location(s) of event in previous years: GORE CREEK DRIVE/BRIDGE STREET Number of participants (athletes, artists, exhibitors, etc.) anticipated: 50+ exhibitors/winemakers/restaurants Number of volunteers needed 20 Number of event staff 20 # of spectators/attendees anticipated 18,000 Local 25% In-state (non-local) 50% Out of State 25% Should the CSE decide not to support this event, will it still occur? Yes No X ' • If possible, would you intend to host the event in Vail beyond 2009? Yes X No If yes, for how many years beyond 2009? As many years as it makes sense financially and to ' the Town. • Do you anticipate requesting funding from the CSE next year? Yes X No ' If yes, in what amount? %75,000 1 REQUIRED ATTACHMENTS (incomplete applications will not be considered): ? Detailed event budget, including all anticipated revenues and expenses. i Marketing plan and detailed explanation of potential for sponsorships and media exposure. ? Previous year's event evaluation, including income and expense statement (if existing event). ? Past or projected demographics of event attendees and spending. ? Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. ? What return on investment should the Town of Vail expect? Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions ' The CSE appreciates the inclusion of any additional support materials, such as videotapes, programs, news articles and other printed materials. ' For additional information contact CSE Coordinator, Sybill Navas at 970 376-2394 or specialevents@vailgov.com FOR CSE USE ONLY: EVENT NAME: PROPOSED DATES: Funding in the amount of Subject to the following conditions: was approved by the CSE on (date) Signature: CSE Coordinator Signature: Applicant Unless otherwise specified in the contract, CSE funds will be distributed per the following formula: ¦ 1/3 of the amount upon the signing of a contract stipulating the terms of the CSE's funding allocation. ¦ 1 /3 of the amount upon receipt of an invoice from the event producer following the timely submittal of a complete Special Event Permit Application, which is due a minimum of 45 days prior to the start of the event. ¦ 1/3 of the amount upon receipt of an invoice from the event producer following the completion of the event and final compliance with all the stipulations of the Special Event Permit. Appendix 1 ? Detailed event budget, including all anticipated revenues and expenses. Revenues: I CSE Contribution $75,000 Sponsorship/ 30,000 Expo Fees Wine, Spirits, Wine Glasses, 15.000 Water (Net) Total Revenues 120,000 Expenses: Event Site: Liquor - TOV Permits 200 200 Event Equipment & Rental Expenses: Signage, Decorations, Supplies, Uniforms, etc. 10,000 Rental Items (dumpsters, tables, chairs, tents, porta 12,000 potties, etc.) Bands, Stages, Sound 8.500 30,500 Manpower & Related Expenses: Labor/Announcers 12,500 Town of Vail Police, Security 6.000 18,500 Public Relations/Marketing/Advertising: Public Relations 3,000 Advertising/Marketing 35.000 38,000 Administrative: Proposals/Insurance/Supplies/Phone/Postage 7,500 Management Fee 1 5.000 22,500 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 4 500 4,500 Total Expenses: 114.200 Net Income (Loss): $5,800- Appendix 2 ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. • A targeted media campaign will be run for the event featuring print, radio and television. The campaign will focus on the following media outlets in the front-range and Vail Valley... WESTWORD, DENVER DAILY NEWS, NPR, VAIL DAILY, SUMMIT DAILY, ' KVBA TV8, CH5. An estimated $50,000.00 in media value will delivered by this integrated campaign. ' • A regional PR campaign will key on the high-end, open to the public nature of the Festival. The campaign is expected to generate over $25,000 in equivalent media exposure. ' • Gourmet on Gore will feature a stand-alone web site offering schedules, news, event pics and more. • Direct broadcast emails will be sent to the Gourmet on Gore target audience. • Numerous collateral materials will be posted and disseminated throughout the Colorado target region including 4-color Postcards and Posters. Sponsorships Highline will actively sell sponsorships and expo partnerships on the Gourmet on Gore Festival to cover the numerous operating and marketing expenses to make the event a financial success. Highline has never relied on TOV monies to solely support an event. Highline anticipates ' sponsorship/expo sales of $30,000. Management also anticipates negotiating numerous in-kind deals to help liquidate the many hard costs of the event. Appendix 3 ? Previous year's event evaluation - , including income and expense statement (if existing event). EVENT OVERVIEW - The third edition, and extended version, of Gourmet on Gore, took place over Labor Day Weekend, August 29-31. With Vail's best restaurants in attendance, accompanied by 57 wine varieties from 17 wineries, five spirits, four types of Dry Soda, four beers, and two bottled waters. Gourmet on Gore offered culinary delights to tempt even the most discerning appetites. From grilled elk tenderloin at the Ludwig's booth to Asian BBQ sliders at La Tour, attendees were able to stroll and sample food and wine in an open-air atmosphere with no admission charge. This unique format provided the perfect venue for an easy Labor Day weekend in Vail Village. For the vast majority of attendees, Vail merchants and the expo partners in attendance, the third- annual event was an overwhelming success. Gourmet on Gore has secured a foothold as a marquee event during Labor Day Weekend which can be built upon for years to come. The goals and objectives accomplished for Gourmet on Gore include... • Attract additional Vail Visitors from the regional and Front Range population and beyond ' for Vail 's Labor Day Weekend. • Create economic vitality, fun, sense of community and increased quality of experience for guests and residents ' Event Strengths: Targeted marketing campaign pulled the "RIGHT" audience. Strong and memorable collateral and advertising. Very clean high-end venue with all white tents and autumn color palette for linens, etc. Event format of...pay as you go vs. admission charge was very welcoming. Strong mix of restaurants and wineries. Live jazz made for enjoyable background music. Addition of Connoisseurs Trail was a sold-out success. 20% increase in participation year-over-year Event Weaknesses: Need consistent restaurant participation over the three days. Staffing #1 challenge for restaurants. Restaurants need to prepare more food for future events. Did not anticipate the demand! High- class problem. ' Wine selection, quality and quantities can be grown and improved upon. Red and white for each gallery. ? Detailed 2008 event budget, including all revenues and expenses. Revenues: 2008 CSE Contribution $44,325 Sponsorship/ 16,250 Expo (net of commissions) Wine Glasses and Bev Sales 7.540 Total Revenues 68,115 Expenses: Event Site: Vail Mt. - TOV Permit 140 140 Event Equipment & Rental Expenses: Signage, Decorations, Supplies, Uniforms, etc. 6,300 Rental Items (dumpsters, tables, chairs, tents, porta 8,100 potties, etc.) Bands, Stages, Sound 4.650 19,050 Manpower & Related Expenses: Labor/Announcers 9,426 Town of Vail Police, Security 4.600 14,026 Public Relations/Marketing/Advertising: Public Relations 3,000 Advertising/Marketing 1 1.750 14,750 Administrative: Proposals/Insurance/Supplies/Phone/Postage 7,360 Management Fee 10.000 17,360 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 1.700 1,700 Total Expenses: 67^026 Net Income (Loss): $1,089 Appendix 4 ? Projected demographics of event attendees and spending. ' 2009 Projected Demographics & Event Goals • Demographic and visitor information profiles: The Gourmet on Gore audience is somewhat older and typical of the much sought after high-end, high-consuming Vail audience. The event was built to capture a wide range of customers to include young singles (21+) as well as couples and families. We anticipate the Average age is 45 with HHI at $100,000++. 1 Appendix 5 ? Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. ' Estimated Incremental Room Nights and Revenue Generated by Spring Back to Vail ' The numbers below are estimates for the 2009 Spring Back to Vail event. ' 2009 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 50,000 Those who came just for the event: 60% Those staying in Town of Vail lodging: 80% ' Average nights stay in Vail: 3 Total Incremental Room Nights: 72,000 Incremental Spending ' Estimated attendance per day: 7,000 Average amount spent: $300 Event Days: 7 Total Incremental Spending: $14,700,000 Average lodging price per person per night: $150 Incremental room nights: 72,000 Subtotal spent on lodging: $10,800,000 Number of days in Vail not for event: Number of people staying additional days Average amount spent per day: Subtotal spent on non-event days: 1.0 10,000 $300 $3,000,000 Total Estimated Incremental Spending: $25,500,000- Appendix 6 ?, What return on investment should the Town of Vail expect? 2009 Town of Vail Return on Investment Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts ((Sales - 4%, ST Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $75,000 $75,000 10,000 $2,520,875 $100,835 34% Appendix 7 ? Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions Highline Sports & Entertainment, Inc. Roster Principals/Board of Directors: • Jeff Brausch, President/CEO ' • James Deighan, Vice President ' Employees: • Peggy Wolfe, Event Director • Bryan Rooney, Event Director • Missy Johnson, Sponsorship Manager • Mark Santini, Account Manager • Ryan Durnan, Event Manager • Greg Schwartz, Event Manager ' • Natalie Fandrey, PR Manager 0 Kelli Brausch, Controller/CPA W-.'4 Vail Commission on Special Events 2009 Event Funding Application Applied for by: Highline Sports & Entertainment, Inc. 12 Vail Rd. Suite 500 Vail, CO 81657 (970) 476-6797 A 103 www.aohiahline.com ' VAIL COMMISSION ON SPECIAL EVENTS 2009 EVENT FUNDING APPLICATION ' EVENT: Vail Oktoberfest PROPOSED DATE(S): 9/11-13 & 9/18-20, 2009 AMOUNT OF CASH FUNDING REQUESTED: $ 82,500 - ' • PRODUCING ENTITY: Highline Sports & Entertainment, Inc. President/executive director's name: Jeff Brausch Name/title of person completing application: Jeff Brausch Address: 12 Vail Rd., Suite 500, Vail, CO 81657 Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 ' Website address: www.gohighline.com E-Mail Address: jeff@gohighline.com Organization's tax status: For Profit_X_ Non-Profit* Not-for-Profit* Non-Profit (501 C-3), or Not for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate with this application. Tax payer ID#: 84-1331831 ' • Does the event benefit a charity? Yes_X_ No • If yes, please name the beneficiary: Children's Garden of Learning Mission Statement: To foster a culture in which Highline team members are challenged ' to excel in providing all customers with exceptional service, extensive knowledge and an unwavering commitment to ethical excellence... not only to complete client satisfaction- but beyond all expectations! ' Number of years your organization has been in business 12 • Brief Description of Event: Traditional Oktoberfest Celebration - A Festival of Beer, Food, Music and Fall in Vail produced to: 1 • Attract additional Vail Visitors, from the regional and Front Range population and beyond for Vail 's Labor Day Weekend. ' Create economic vitality, fun, sense of community and increased quality of experience for guests and residents ' Week One: Fri. 9/11 - 6-10PM - Lionshead - Ceremonial Tapping of the First Keg, Food, Live Music, and ' Dancing. Sat. 9/12 -11AM-IOPM- Lionshead - Beer, Food, Live Music, Dancing and Children's Activities. Sun. 9/13 -12-6PM- Lionshead - Beer, Food, Live Music, Dancing and Children's Activities. Week Two: Fri. 9/18 - 6-IOPM- Vail Village - Beer, Food, Live Music, and Dancing Sat. 9/19 -11AM-IOPM- Vail Village - Beer, Food, Live Music, Dancing and Children's ' Activities. Sun. 9/20 -12-6PM- Vail Village - Oktoberfest Fun Run, Beer, Food, Live Music, Dancing and Children's Activities. • Describe where the event will be located within the Town of Vail: Lionshead, Vail Village - Gore Creek Drive and Bridge Street • Will any portion of the event take place outside of the Town of Vail? Yes X No If yes, please explain: • Please describe briefly how you will use the funds that you are requesting from the CSE: To cover marketing and operational expenses. ' Will additional in-kind services be required from the Town of Vail? Yes X No If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking, traffic control, street closures, etc.: We will need barricades to control the perimeter of the event venue for the six event days as well as police support for crowd control these same six days. ' • Is this a: New event _ Existing event X 5th vear for HSE Number of years in existence: 18 Location(s) of event in previous years: Same locations as proposed for 2009. Number of participants (athletes, artists, exhibitors, etc.) anticipated: 200+ runners for the Oktoberfest Fun Run Number of volunteers needed 50 Number of event staff 30 # of spectators/attendees anticipated 40,000 (weather dependant) Local 25% In-state (non-local) 50% Out of State 25% ' Should the CSE decide not to support this event, will it still occur? Yes No X ' • If possible, would you intend to host the event in Vail beyond 2008? Yes X No If yes, for how many years beyond 2008? As many years as it makes sense financially and to the Town. • Do you anticipate requesting funding from the CSE next year? Yes X No ' If yes, in what amount? $82.500 - Same as in 2008 REQUIRED ATTACHMENTS (incomplete applications will not be considered): ? Detailed event budget, including all anticipated revenues and expenses. ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. 1 ? Previous year's event evaluation, including income and expense statement (if existing event). ? Past or projected demographics of event attendees and spending. ' ? Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. ? What return on investment should the Town of Vail expect? EVENT NAME: PROPOSED DATES: ? Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions The CSE appreciates the inclusion of any additional support materials, such as videotapes, programs, news articles and other printed materials. For additional information contact CSE Coordinator, Sybill Navas at 970 376-2394 or specialevents@vailgov.com Funding in the amount of Subject to the following conditions: Signature: CSE Coordinator Signature: Applicant FOR CSE USE ONLY: was approved by the CSE on (date) Unless otherwise specified in the contract, CSE funds will be distributed per the following formula: ¦ 1/3 of the amount upon the signing of a contract stipulating the terms of the CSE's funding allocation. ¦ 1/3 of the amount upon receipt of an invoice from the event producer following the timely submittal of a comalete Special Event Permit Application, which is due a minimum of 45 days prior to the start of the event. ¦ 1/3 of the amount upon receipt of an invoice from the event producer following the completion of the event and final compliance with all the stipulations of the Special Event Permit. Appendix 1 ? Detailed event budget, including all anticipated revenues and expenses. 2009 Event Income Statement (Pro Forma) Revenues: CSE Contribution $82,500 Sponsorship 80,000 F&B & Stein Sales 65,000 Total Revenues 227,500 Expenses: Event Site: Permits 1,275 1,275 Event Equipment & Rental Expenses: Food & Bev. 25,000 Signage, Kids Activ., Steins, Decorations, Supplies, etc. 27,000 Rental Items (dumpsters, porta potties, etc.) 21,000 Bands, Stages, Sound 60,000 133,000 Manpower & Related Expenses: Labor/Announcers 15,000 Town of Vail Police, Security 20,000 35,000 Public Relations/Marketing/Advertising: Public Relations 4,000 Advertising/Marketing 17,000 21,000 Administrative: Proposals/Insurance/Supplies/Phone/Postage 18,000 Management Fee 15,000 33,000 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 5,000 5,000 Total Expenses: 228,275 Net Income: (loss) ($775) Appendix 2 ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. • An extensive, traditional media campaign will be run for the event featuring print, radio and television. The campaign will focus on the following media outlets in the front-range and Vail Valley... WESTWORD, DENVER DAILY NEWS, VAIL DAILY, SUMMIT DAILY, KZYR, KVBA TV8, CH5. An estimated $75,000.00 in media value will delivered by this integrated campaign. • A strong regional PR campaign will key on the Oktoberfest good times. The campaign is expected to generate over $25,000 in equivalent media exposure. • Oktoberfest will once again feature a stand-alone web site offering schedules, news and event pics. • Direct broadcast emails will be sent to the target audience. • Numerous collateral and competitor materials will be posted and disseminated throughout the Colorado target region including 4-color Postcards and Posters. Sponsorships Highline Sports will actively sell sponsorships on the 2009 Vail Oktoberfest to cover the numerous operating and marketing expenses to make the event a financial success. Based upon 2008 results, Highline anticipates sponsorship sales of $80,000. Event Management also anticipates negotiating in kind deals to help liquidate hard costs. Appendix 3 ? Previous year's event evaluation, including income and expense statement (if existing event). EVENT OVERVIEW - Vail Oktoberfest is a Traditional Oktoberfest Celebration - A Festival of Beer, Food, Music and Fall. This year's event covered six days, two full weekends, in Lionshead and Vail Village. The event took place September 5-7 and 12-14, 2008. Oktoberfest was produced to: • Attract additional Vail Visitors from the regional and Front Range population and beyond for the two full weekends of Vail Oktoberfest • Create economic vitality, fun, sense of community and increased quality of experience for guests and residents Event Strengths: • Very Strong attendance. • Increase in sponsor participation including new sponsors Coleman Natural and Harley-Davidson. • Well-mannered and festive audience. • Music and Children's Entertainment was well received. • Oktoberfest Fun Run was very well attended and raised a record amount for the Children's Garden of Learning. • Oktoberfest games went over very well. • Unbelievable weather for the most part. This is the make or break for Oktoberfest. • Great to be at our new Arrabelle at Vail Square home. 2008 Event Income Statement (As of 9/24/2008) (Revenues: CSE Contribution $81,263 Sponsorship 82,575 F&B & Merch Sales 88,000 Total Revenues 251,838 Expenses: Event Site: Permits 1,275 1,275 Event Equipment & Rental Expenses: Food & Bev. 36,960 Signage, Kids Activ., Steins, Decorations, Supplies, etc. 27,450 Rental Items (dumpsters, porta potties, etc.) 21,000 Bands, Stages, Sound 60,200 1 45,61 0 Manpower & Related Expenses: Labor/Announcers 16,000 Town of Vail Police, Security 22,000 38,000 Public Relations/Marketing/Advertising: Public Relations 3,750 Advertising/Marketing 17,000 20,750 Administrative: Proposals/Insurance/Supplies/Phone/Postage 18,000 Management Fee 20,000 38,000 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 4,500 4,500 Total Expenses: 248,135 Net Income: (loss) $3,703 • Attendance numbers: We estimate that during the course of the event, 40,000+ attendees moved through the event. Estimated Incremental Room Nights and Revenue ' Generated by Vail Oktoberfest ' The numbers below are estimates for the 2009 Vail Oktoberfest event. As an expected estimate, the 2008 Vail Oktoberfest booked approximately 14,000 incremental ' room nights and an infusion of $7,225,000 into the Town of Vail. The calculation was performed as follows: Incremental Room Nights Estimated attendance: 40,000 Those staying in Town of Vail lodging: 35% ' Number of people per room 2 Average nights stay in Vail: 2 Total Incremental Room Nights: 14,000 Incremental Spending Estimated attendance per day: 6,500 Average amount spent per day: $125 Event days: 6 Subtotal spent on F&B, shopping & activities: $4,875,000 Average lodging price per person per night: $150 Incremental room nights: 14,000 Subtotal spent on lodging: $2,100,000 Number of days in Vail not for event: 1.0 Number of people staying addtl. days: 2,000 Average amount spent per day: $125 Subtotal spent on non-event days: $250,000 Total Incremental Spending: $7,225,000 Appendix 6 ? What return on investment should the Town of Vail expect? 2009 Town of Vail Return on Investment Town of Vail Investment Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. Return on Investment through Media, PR and Event Related Impressions alone: Est. Incremental Room Nights Generated Incremental Spending Generated Tax Receipts (Sales-4%, ST Lodging-4%) Return on Investment through Incremental Spending in the Town of Vail: $81,263 $100,000 23% 14,000 $7,225,000 $289,000 256% Appendix 7 Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions Highline Sports & Entertainment, Inc. Roster Principals/Board of Directors: • Jeff Brausch, President/CEO • James Deighan, Senior Vice President Employees: • Peggy Wolfe, Event Director • Bryan Rooney, Event Director • Missy Johnson, Sponsorship Manager • Mark Santini, Account Manager • Ryan Durnan, Event Manager • Greg Schwartz, Event Manager • Natalie Fandrey, PR Manager • Kelli Brausch, Controller/CPA - F))- 6 Vail Commission on Special Events 2009 Event Funding Application Applied for by: Highline Sports & Entertainment, Inc. 12 Vail Rd. Suite 500 Vail, CO 81657 (970) 476-6797 www.Qohitzhline.com VAIL COMMISSION ON SPECIAL EVENTS 2009 EVENT FUNDING APPLICATION ' EVENT: VAIL SNOW DAZE PROPOSED DATE(S): December 7-13, 2009 ' AMOUNT OF CASH FUNDING REQUESTED: $ 100,000 PRODUCING ENTITY: Highline Sports & Entertainment, Inc. ' President/executive director's name: Jeff Brausch Name/title of person completing application: Jeff Brausch Address: 12 Vail Rd., Suite 500, Vail, CO 81657 ' Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 Website address: www.gohighline.com E-Mail Address: jeff@gohighline.com ' Organization's tax status: For Profit_X_ Non-Profit* Not-for-Profit* Non-Profit (501 C-3), or Not for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate with this application. Tax payer ID#: 84-1331831 • Does the event benefit a charity? Yes-X_ No • If yes, please name the beneficiary: TBD Mission Statement: To foster a culture in which Highline team members are challenged to excel in providing all customers with exceptional service, extensive knowledge and an unwavering commitment to ethical excellence... not only to complete client satisfaction- but beyond all expectations! Number of years your organization has been in business 12 ' • Brief Description of Event: Vail's season opening bash which is the Vail Valley's kick off to the ski season. A full-blown week of on and off-snow events, three headliner concerts, street parties and special events. The event is being produced to: • Attract additional Vail Visitors from the regional and Front Range population and beyond ' for Vail's Labor Day Weekend. • Create economic vitality, fun, sense of community and increased quality of experience for guests and residents ' • Describe where the event will be located within the Town of Vail: Vail Village, Lionshead, Ford Park, and Dobson Arena. ' • Will any portion of the event take place outside of the Town of Vail? _X Yes No If yes, please explain: Portions of the event will take place on Vail Mountain ' • Please describe briefly how you will use the funds that you are requesting from the CSE: To cover marketing expenses and operational expenses of the event. ' 0 Will additional in-kind services be required from the Town of Vail? Yes X No 1 ' If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking, traffic control, street closures, etc.: We will need barricades to control the perimeter of the beer gardens on the concert nights as well as police support for crowd control these same concerts. • Is this a: New event _ _ Existing event X Number of years in existence: 3 Location(s) of event in previous years: As proposed in 2009 ' Number of participants (athletes, artists, exhibitors, etc.) anticipated: 1,000 Number of volunteers needed 25 Number of event staff 60 # of spectators/event attendees anticipated: 50,000 Local 20% In-state (non-local) 25% Out of State 55% Should the CSE decide not to support this event, will it still occur? Yes No X ' • If possible, would you intend to host the event in Vail beyond 2009? Yes X No If yes, for how many years beyond 2008? As many as years as it makes sense financially and to the TOV and Vail Resorts. • Do you anticipate requesting funding from the CSE next year? Yes X No If yes, in what amount? $100.000 ' Event Description A full-blown week of on-snow and off-snow events to ring in the ski season. Three Headliner concerts street parties, pub parties and the not to be missed Dummy Gelunde World Championships. ' • December 7-13, 2009 • Vail Village, Golden Peak, Vail Mountain, Lionshead and East Vail. GOALS & OBJECTIVES: 1 • Target a youth-minded, adventure seeking audience. • Attract additional Vail Visitors for the first few weeks of the season from in and out of Colorado. ' Entice return destination visits with earlier winter bookings via value packages to include lift tickets, lodging, and credentials. • Differentiate Vail Mountain and the Town of Vail after the Thanksgiving time period. • Attract incremental Vail spending $$$ (Lodging, Food & Bev, Merchandise, Lift Tickets, Rentals, Etc.) 1 Appendix 1 ? Detailed event budget, including all anticipated revenues and expenses. 2009 Vail Snow Daze Projected Budget REVENUES: 420 Sponsorships $550,000 420.5 CSE Funding 100,000 421 Entry Fees 500 ' 421.5 Ticket Sales/Commissions 225,000 422 F&B Sales 45,000 423 Merchandise Sales 1,500 Total Revenues $922,000 I EXPENSES: 510 Event Ops - misc $30,000 517 Entertainment/ Bands 450,000 519 Event Promotions/Advertising 25,000 ' 520 Event Merchandise 4,500 525 Event Supplies 19,500 526 F&B Expenses 18,250 527 Equipment Rental 30,000 530 Portable Toilets 4,600 533 Prize Money / Appearance Fees 3,000 535 Public Relations 21,000 538 Venue Rental / Site Fees 10,000 543 Wardrobe/Uniforms 1,000 ' 550 Event Insurance 7,500 555 Equipment Repairs 250 617 Bank/CC Charges 100 620 1 Auto Expense 100 626 Pre-press/Design 6,500 627 Licenses and Permits 950 628 Printing and Reproduction 8,000 630 Office/Computer Supplies 400 631 Office Expenses 275 ' 636 Postage & Delivery 2,000 638 Web Site/E-Mail 2,500 640 Event/Sales Travel 7,500 641 Meals/ Entertainment 1,000 642 Lift Tickets 643 On-Mountain Dining - 644 Event Lodging 25,000 ' 646 Sponsor Ground Transfers 2,500 669 Contract Labor 3,500 670 Payroll Expenses 65,000 671 Commission Expense 130,000 672 Event Management Fee 40,000 Total Expenses $919,925 Net Income (Shortfall) $2,075 Appendix 2 ? Marketing plan and detailed explanation of potential for sponsorships and media exposure. ' • An extensive, traditional media campaign will be run for the event featuring print (newspaper and magazine), radio and television. The campaign will focus on the following media outlets... DENVER POST, ROCKY MTN. NEWS, WESTWORD, ROCKY MTN. SPORTS, ASPEN DAILY TIMES, GLENWOOD POST, VAIL DAILY, SUMMIT DAILY, WINTER PARK, DAILY TRIBUNE, STEAMBOAT PILOT/TODAY, TELLURIDE TIMES, KBCO, KBPI, KRFX, KFMU, KSNO, KSPN, KZYR, KVBA TV8, CH5. Over $125,000.00 in media value is expected to be delivered by this integrated campaign. • A strong national, regional and local PR blitz will key for the inaugural Vail Snow Daze event. The campaign is expected to generate over $125,000 in equivalent media value. • Vail Snow Daze will push the new media envelope with Internet sites running against the event. Besides stand-alone sites, the event will also receive a great deal of play on Vail Resort's web site www.snow.com. 1 • Direct broadcast emails and standard mailings will be sent to many lists targeting our audience, including Vail Resort's lists and Highline Sports' lists. ' • Numerous collateral and competitor materials will be disseminated throughout the region. Including rack cards, postcards and posters. Sponsorships Highline Sports always has and always will continue to sell sponsorships on its properties to help cover the numerous operating and marketing expenses to make the events successful. Appendix 3 ? Previous year's event evaluation, including income and expense statement (if existing event). 2007 Materials as the 2008 Event has yet to take place. The overriding goal of 2007 Vail Snow Daze was to get visitors to Vail to spend money during the typically slower time of early December. Overall, the event was a giant ' success with lodging booked and packed restaurants and shops. Overall, the event was a major second year success. Some of the highlights are as ' follows... ' • Marketing and PR campaigns were very successful - major coverage generated over 20 million impressions and well over $250,000.00 in value. • Media included television, radio, print, new media and more ' Strong sponsorship for a second year event - with room to grow • Two concerts at Dobson including Ziggy Marley and Social Distortion • Roots & Ludacris concert at Ford Park - Town Jammed around concerts ' Vail Mountain had one of its largest days ever! • Bar parties took place throughout the week. Additional parties and special promotions, which were not part of the official schedule, were held in town after each ' concert. • On-mountain events included the inaugural Dummy Gelunde World Championships, Snow Jam and super well received Demo Daze featuring over 15 industry partners. 2007 Final Event Budget Actual INCOME: 420 Sponsorships 559,296.00 420.5 CSE Funding 55,000.00 421 Entry Fees 80.00 421.5 Ticket Sales 190,319.00 422 F&B Sales 42,138.00 423 Merchandise Sales 1,445.00 Total Income 848,278.00 EXPENSES: 510 Event Ops - misc 28,643.00 517 Entertainment/ Bands 449,996.00 519 Event Promotions/Advertising 4,883.00 520 Event Merchandise 4,248.00 525 Event Supplies 19,488.00 526 F&B Expenses 18,165.00 527 Equipment Rental 30,027.00 528 Per Diems 0.00 530 Portable Toilets 4,563.00 533 Prize Money / Appearance Fees 3,000.00 535 Public Relations 20,218.00 538 Venue Rental / Site Fees 10,000.00 543 Wardrobe/ Uniforms 105.00 550 Event Insurance 3,500.00 555 Equipment Repairs 110.00 605 Outside Commission Expense 0.00 617 Bank/CC Charges 0.00 620 Auto Expense 0.00 625 Library Items 0.00 626 Pre-press/Design 6,483.00 627 Licenses and Permits 917.00 628 Printing and Reproduction 7,739.00 630 Office/Computer Supplies 413.00 631 Office Expenses 0.00 636 Postage & Delivery 1,951.00 638 Web Site / E-Mail 2,365.00 640 Event Travel 1,488.00 641 Meals/ Entertainment 316.00 644 Event Lodging 23,753.00 669 Contract Labor 2,250.00 670 Payroll Expenses 93,157.00 671 Commission Expense 83,894.40 Total Expenses 821,672.40 Net Income 26,605.60 Appendix 4 Past or projected demographics of event attendees and spending. 2009 Projected Demographics Vail Snow Daze is created to capture a wide range of customers to include young singles (21+) as well as couples and families. We anticipate the Average age will be 40 with HHI at $100,000++. This is trulv the earlv season version of Sorin¢ Back to Vail. Appendix 5 ' ? Brief description of potential benefits to the Town of Vail, including an estimated # of ' incremental room nights and increased spe nding generated. Estimated Incremental Room Nights and Revenue Generated by Vail Snow Daze ' The numbers below are estimates for the 2009 Vail Snow Daze event. 2009 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 50,000 Those who came just for the event: 60% Those staying in Town of Vail lodging: 80% Average nights stay in Vail: 3 Total Incremental Room Nights: 72,000 Incremental Spending Estimated attendance per day: 7,000 ' Average amount spent: $300 Event Days: 7 Total Incremental Spending: $14,700,000 r Average lodging price per person per night: $150 Incremental room nights: 72,000 Subtotal spent on lodging: $10,800,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 10,000 Average amount spent per day: $300 Subtotal spent on non-event days: $3,000,000 Total Estimated Incremental Spending: $25,500,000- Appendix 6 ? What return on investment should the Town of Vail expect? 2009 Town of Vail Return on Investment Town of Vail Investment $100,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $250,000 Return on Investment through Media, PR and Event Related Impressions alone: 150% Est. Incremental Room Nights Generated 72,000 Incremental Spending Generated $25,500,000 Tax Receipts (Sales - 4%, Lodging-4%) $1,020,000 Return on Investment through Incremental Spending in the Town of Vail: 9.2 to 1 -or- 920% Appendix 7 ? Organization rosters naming: ¦ All officers and respective positions ¦ Board of Directors and positions Highline Sports & Entertainment, Inc. Roster ' Principals/Board of Directors: • Jeff Brausch, President/CEO ' • James Deighan, Vice President Employees: ' Peggy Wolfe, Event Director • Bryan Rooney, Event Director • Missy Johnson, Sponsorship Manager • Mark Santini, Account Manager • Ryan Durnan, Event Manager • Greg Schwartz, Event Manager • Natalie Fandrey, PR Manager 0 Kelli Brausch, Controller/CPA