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Vail Commission on Special Events 2010 Event Funding Application Applied for by: 12 Vail Rd. Suite 500, Vail, CO 81657 (970) 476-6797 www.gohighline.com
VAIL COMMISSION ON SPECIAL EVENTS 2010 EVENT FUNDING APPLICATION NAME OF EVENT: VAIL SNOW DAZE PROPOSED DATE(S): December 6-12, 2010 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 Business Address: 12 Vail Rd.,
Suite 500, Vail, CO 81657 Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 E-Mail Address: jeff@gohighline.com Website address: www.gohighline.com | www.vailsnowdaze.com
Number of years your organization has been in business __12____ 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 satisfactionbut beyond all expectations! Organization's tax
status: For Profit__X_ Non-Profit*____ Not-for-Profit*____ Non-Profit (501 C-3), or Not for for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate
with this application. • Does the event benefit a charity? Yes_X__ No___ • If yes, please name the beneficiary: The Millennium Society Tax payer ID#: 84-1331831 • Brief Description of
Event: Vail’s season opening bash which is the Vail Valley’s kick off to the winter snowriding season. A full-blown week of on and off-snow events, concerts, street parties and special
events. • Describe where the event will be located within the Town of Vail: Vail Village & 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 • 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 require barricades to control
the perimeter of the beer gardens on the concert nights as well as TOV police support for crowd control these same concerts. • Is this a: New event _ __ Existing event X Number of years
in existence: 4 Location(s) of event in previous years: As proposed in 2010 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%
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 the 2010 Vail Snow Daze The numbers below are estimates for the 2010 Vail Snow Daze event. 2010 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: 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: $28,500,000- What mechanism are you using to direct non-local attendees to Vail lodging options? Non-local
attendees will be directed to Vail lodging options via call-to-actions placed in event advertising and collateral materials. These items to include national magazine and newspaper print
ads, billboards, website, posters, handbills and more.
What return on investment should the Town of Vail expect? 2010 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 $28,500,000 Tax Receipts (Sales -4%, Lodging-4%) $1,140,000 Return on Investment through Incremental Spending in the Town of Vail:
10.4 to 1
Detailed event budget, including all anticipated revenues and expenses. 2010 Vail Snow Daze Projected Budget Vail Snow Daze REVENUES: 420 Sponsorships $575,000 420.5 CSE Event Funding
100,000 420.6 Vail Incremental Offset -421 Entry Fees 1,250 421.5 Ticket Sales/Commissions -422 F&B Sales 25,000 423 Merchandise Sales -TOTAL REVENUES $701,250 EXPENSES: 510 Event Operations
$30,000 517 Entertainment/Bands 325,000 519 Event Promotions 2,500 519.5 Event Advertising/Marketing -520 Event Merchandise/Sponsor Gifts 10,000 525 Event Supplies 12,000 526 F&B Expenses
45,000 527 Equipment Rental 30,000 530 Portable Toilets/Trash Removal 3,500 533 Prize Money/Appearance Fees 15,000 535 Public Relations 17,500 538 Venue Rental/Site Fees -543 Wardrobe/Uniforms
1,000 550 Event Insurance 4,800 555 Equipment Repairs 100 617 Bank/Credit Card Charges -620 Auto Expense -626 Pre-press/Design 5,750 627 Licenses and Permits 750 628 Printing and Reproduction
5,500 630 Office/Computer Supplies 500 631 Office Expenses 250 636 Postage & Delivery 600 638 Web Site/E-Mail 2,500 640 Event/Sales Travel 3,500 641 Meals/Entertainment 1,000 642 Lift
Tickets -643 On-Mountain Dining -644 Event Lodging 10,000 646 Sponsor Ground Transfers -669 Contract Labor 3,500 670 Payroll Expenses 29,000 671 Sponsor Sales/Management 57,000 672 Program
Management 80,000 TOTAL EXPENSES $696,250 NET PROFIT/LOSS $5,000
• Please describe briefly how you will use the funds that you are requesting from the CSE: To mitigate the marketing and operational expenses associated with the successful production
of the event. • Should the CSE decide not to support this event, will it still occur? No. Especially given the scale of losses sustained in 2008. • What percentage of the total event
budget is CSE being asked to fund? 14% • What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 83% • What percentage of the total event budget
do you expect the event itself to generate? 3% • If possible, would you intend to host the event in Vail beyond 2010? Yes X No ____ If yes, for how many years beyond 2010? 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? 14% of the
total event budget. 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 national, regional and local media outlets. Over $250,000.00 in media value is expected to be delivered
by this integrated campaign. • A national, regional and local PR blitz will be launched for the 2010 Vail Snow Daze event. The campaign is expected to generate over $250,000 in equivalent
media value. • Vail Snow Daze will push the new media envelope with Facebook, myspace and twitter will feature Vail Snow Daze 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. • 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/Media Exposure 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 Vail Snow Daze a success.
Previous year's event evaluation, including income and expense statement (if existing event). 2008 Materials as the 2009 Event has yet to take place. The ’08 event was a major success.
Some of the many highlights are as follows… • Marketing and PR campaigns were very successful – major coverage generated over 60 million impressions and well over $500,000.00 in value.
Our largest Vail event campaign to date which also included All the Love integration. • Media included television, radio, print, new media and more. • Strong sponsorship considering
economic environment • Two concerts at Dobson including Big Head Todd and Leftover Salmon • The Fray concert at Ford Park • 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 Dummy Gelunde World Championships, pumped
up Snow Jam and super well received Demo Daze featuring 14 industry partners which saw twice the attendance from last year.
2008 Final Event Budget – (’09 Event yet to take place) ACTUAL REVENUES: 420 Sponsorships $550,614 420.5 CSE Funding 64,025 420.6 Incremental Funding 100,000 421 Entry Fees 1,260 421.5
Ticket Sales/Commissions 186,025 422 F&B Sales 22,500 423 Merchandise Sales 610 Total Revenues $925,034 EXPENSES: 510 Event Ops -misc $31,378 517 Entertainment/Bands 647,587 519 Event
Promotions/Advertising 25,000 520 Event Merchandise 10,555 525 Event Supplies 13,920 526 F&B Expenses 12,500 527 Equipment Rental 33,726 530 Portable Toilets/Trash Removal 6,000 533
Prize Money /Appearance Fees 10,250 535 Public Relations 25,350 538 Venue Rental /Site Fees 13,000 543 Wardrobe/Uniforms 1,207 550 Event Insurance 4,250 555 Equipment Repairs 13 626
Pre-press/Design 5,798 627 Licenses and Permits 525 628 Printing and Reproduction 6,516 630 Office/Computer Supplies 209 631 Office Expenses -636 Postage & Delivery 950 638 Web Site/E-Mail
2,408 640 Event/Sales Travel 4,246 641 Meals/Entertainment 1,027 642 Lift Tickets -643 On-Mountain Dining -644 Event Lodging 14,299 646 Sponsor Ground Transfers -669 Contract Labor 4,003
670 Payroll Expenses 41,729 671 Commission Expense 56,795 672 Event Management & Project Fee 119,389 Total Expenses $1,092,628 Net Event Loss ($167,594)
Past or projected demographics of event attendees and spending. 2010 Projected Demographics Vail Snow Daze’s audience is expected to attract the older and typical of the much sought
after high-end, high-consuming Vail audience, along with a younger demographic for weekend events. The event 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 of $100,000++. 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 • Greg Schwartz, Event Manager • Missy Johnson, Sponsorship Manager • Natalie Fandrey, PR Manager • Eric Baum, Account Manager • Jim Nagy, Account Manager • John
Russell, Field Manager • Kelli Brausch, Controller/CPA