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.
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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.
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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
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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
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THE PATE )ET uresTYEE MAGAZ(NE
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Elite Traveler
ELITE ACCESS
HOT HAPPENINGS
YOUR GATEWAY TO ELITE EVENTS BY GAURI GIGWANI
USA
CALIFORNIA
FIRST ANNUAL PEBBLE BEACH FOOD 6 WINE FESTIVAL
+ When: March 27 to 30
Where: Various venues in Del Monte Forest. 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
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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
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many events to inter gee r. . 0st-S25.
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lilonde amt Hot-ga tdell
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sine created by Belgian Master
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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
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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
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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
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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-
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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 = = =
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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%
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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
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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