HomeMy WebLinkAboutCARNIVAIL_CSE_APP12
Vail Commission on Special Events
2012 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
2012 EVENT FUNDING APPLICATION
NAME OF EVENT: CarniVail
PROPOSED DATE(S): February 19-21, 2012
AMOUNT OF CASH FUNDING REQUESTED: $ 30,000-
PRODUCING ENTITY: Highline Sports & Entertainment, Inc.
1) President/executive director's name: Jeff Brausch
2) Name/title of person completing application: Jeff Brausch
3) Business Address: 12 Vail Rd., Suite 500, Vail, CO 81657
4) Contact
Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890
E-Mail Address: jeff@gohighline.com
5) Website address: www.gohighline.com | www.carnivail.net
6) Number of years your organization has been in business __14____
7) 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!
8) 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.
Does the event benefit a charity? Yes_X__ No___
If yes, please name the beneficiary: TBD
Tax payer ID#: 84-1331831
EVENT DESCRIPTION:
1) Brief Description of Event: Move over N'Awlans. Head to Vail for the biggest Mardi Gras
celebration in the mountains. This event is 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.
2) Describe where the event will be located within the Town of Vail: Vail Village
3) 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
4) 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 events including the Fat Tuesday paraded and street
party.
5) Is this a: New event _ __ Existing event X Number of years in existence: 8
Location(s) of event same as in previous years: Same as proposed in 2011
6) People:
Number of participants (athletes, artists, exhibitors, etc.) anticipated: 200 (including
the parade/King and Queen)
Number of volunteers needed 15 Number of event staff 20
# of spectators/event attendees anticipated 20,000
o Local 15%
o In-state (non-local) 30%
o Out of State 55%
7) 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 2012 CarniVail
2012 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 20,000
Those who came just for the event: 40%
Those staying in Town of Vail lodging: 70%
Average nights stay in Vail: 3
Total Incremental Room Nights: 16,800
Incremental Spending
Estimated attendance per day: 6,667
Average amount spent: $300
Event Days: 3
Subtotal spent on event days: $6,000,300
Average lodging price per person per night: $150
Incremental room nights: 16,800
Subtotal spent on lodging: $2,520,000
Number of days in Vail not for event: 1.0
Number of people staying additional days: 1,500
Average amount spent per day: $300
Subtotal spent on non-event days: $450,000
Total Estimated Incremental Spending: $8,970,300
8) What return on investment should the Town of Vail expect?
2012 Town of Vail Return on Investment
Town of Vail Investment $30,000
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. $150,000
Return on Investment through Media, PR and
Event Related Impressions alone: 4-to-1
Est. Incremental Room Nights Generated 16,800
Incremental Spending Generated $8,970,300
Tax Receipts (Sales - 4%, Lodging-4%) $358,812
Return on Investment through Incremental Spending
in the Town of Vail: 11-to-1
2012 ProForma Event Budget
1) Detailed event budget, including all anticipated revenues and expenses.
CarniVail
REVENUES:
420 Sponsorships $100,000
420.5 CSE Event Funding 30,000
422 F&B Sales 7,500
TOTAL REVENUES $137,500
EXPENSES:
510 Event Operations $15,000
517 Entertainment/Bands 10,000
519 Event Promotions 2,500
520 Event Merchandise/Sponsor Gifts 5,000
525 Event Supplies 5,000
526 F&B Expenses 12,000
527 Equipment Rental 7,500
530 Portable Toilets/Trash Removal 1,500
535 Public Relations 5,000
543 Wardrobe/Uniforms 1,000
550 Event Insurance 5,000
555 Equipment Repairs 100
626 Pre-press/Design 2,500
627 Licenses and Permits 750
628 Printing and Reproduction 3,500
630 Office/Computer Supplies 300
631 Office Expenses 250
636 Postage & Delivery 250
638 Web Site/E-Mail 1,500
640 Event/Sales Travel 750
641 Meals/Entertainment 500
644 Event Lodging 2,500
669 Contract Labor 2,500
670 Payroll Expenses 10,000
671
Sponsor Sales Commissions/Sponsor
Management 15,000
672 Event Management/Project Fee 25,000
TOTAL EXPENSES $134,900
PROFIT/LOSS $2,600-
2) What percentage of the total event budget is CSE being asked to fund? 22%
3) 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.
4) Should the CSE decide not to support this event, will it still occur? Undecided
5) What is the dollar amount of sponsorships from alternative sources reflected in the event
budget? 73%
6) What percentage of the total event budget do you expect the event itself to generate? 5%
7) If possible, would you intend to host the event in Vail beyond 2012? Yes X No ____
If yes, for how many years beyond 2012? As many as years as it makes sense financially and to
the TOV and Vail Resorts.
8) Do you anticipate requesting funding from the CSE next year? Yes X No _____
If yes, in what amount? 15% of the total event budget.
ADDITIONAL REQUIRED ATTACHMENTS:
1) 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 will be directed to Vail lodging options via
newspaper ads, website, posters, handbills and more. Another inclusion is on the event email
blasts.
2) Marketing plan and detailed explanation of potential for sponsorships and media
exposure.
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;
communications to resonate with families, couples and young adults.
Strategies:
Develop pitch arsenal of CarniVail-themed events/celebrations
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 the event
Develop an arsenal of press releases to announce event developments as they occur (i.e.
CarniVail King/Queen court/winners; parade/float information; best float, Fat Tuesday
entertainment etc.)
Leverage sponsorships for media play when determined appropriate
Incorporate online call to action in all communications to drive visitors to carnivail.net
Incorporate event announcements into existing communications
Weave event announcements into appropriate e-mail communications and social channels
Sponsorships/Media Exposure
Highline always has and always will continue to sell sponsorships on its Vail based event
properties to help cover the numerous operating and marketing expenses to make CarniVail a
success. Additionally, a full-out media blitz will be fired to generate mass media impressions and
over $150,000 in value.
3) Previous year's event evaluation, including income and expense statement (if existing
event).
Overall, the event was a Spicy success. Some of the strengths and weaknesses are as follows…
An estimated 20,000 attendees celebrated Mardi Gras Vail style
Marketing and PR campaigns were very successful – major coverage generated over
$150,000.00 in equivalent value and millions of impressions
Media included television, radio, print, new media and more
Strong sponsorship for the event. CarniVail was presented Vail Mountain, Bud Light,
SoBe Lifewater, Grand Marnier, Town of Vail, Maui Jim and SKI Magazine and
sponsored in part by the Ray Festa Melanoma Foundation, Vail Daily, TV8 and KZYR-
The Zephyr
Expos included Rockstar, Maui Jim and Muscle Milk
In-town events included Buckwheat Zydeco free headliner concert, Fat Tuesday Parade
featuring the Vail Lawn Chair Drill Team; Bud Light Vail Street party with free,
live music provided by Frogs Gone Fishin’ and the World’s Highest Low Country
Crawfish Boil on top of Vail Mountain
Mardi Gras themed food was of course included at the Crawfish Boil and also at both of
the in-town concerts. There is an opportunity for an area restaurant to sell King Cake or
other Mardi Gras themed culinary delights
Grand Marnier added a VIP event element to CarniVail at the Friday night headliner
concert which added to the ambiance
The parade route was extended to include Meadow Drive with the staging area
near La Bottega. It was a nice addition to bring traffic near additional village stores, the
massive crowds still existed closer to Bridge Street and Checkpoint Charlie
It is consistently a challenge to involve school marching bands because of the time of
year
The parade would be enhanced with more floats and youth organizations involved in
the festivities, perhaps mask making near the Solaris/Meadow Drive if sponsorship
would support it and the parade route remains the same moving forward.
2011 CarniVail - Final Budget
4) Past or projected demographics of event attendees and spending.
CarniVail’s audience is expected to attract the older and typical of the much sought after high-
end, high-consuming Vail audience. 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++.
5) 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 Director
• Katie Tille, Event Manager
• Kevin Dean, Event Manager
• Missy Johnson, Sponsorship Manager
• Kelly Paton, PR Manager
• Stephen Connolly, Account Director
• Laurie O’Connell, VP of Sales
• Jim Nagy, Account Manager
• Kelli Brausch, Controller/CPA