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HomeMy WebLinkAboutSBTV_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: Spring Back to Vail PROPOSED DATE(S): April 9-15, 2012 AMOUNT OF CASH FUNDING REQUESTED: $100,000- 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 Info:: 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.vail.com/springback 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: Habitat for Humanity  Tax payer ID#: 84-1331831 EVENT DESCRIPTION: 1) Brief Description of Event: Vail’s season ending bash which has become the Vail Valley’s rite of Spring. Featuring on and off-snow events, headliner concerts, street parties and the ever- popular World Alpine Pond Skimming Championships. Voted the #1 Mountain Spring Party in the U.S. by Ski Magazine and the Runner-Up for Best Winter Festival in the 2010 Best of the Vail Valley as voted by readers of the Vail Daily. 2) Describe where the event will be located within the Town of Vail: Vail Village & Lionshead 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 concerts. 5) Is this a: New event _ __ Existing event X Number of years in existence: 9 Location(s) of event in previous years: Same as proposed in 2011 6) People:  Number of participants (athletes, artists, exhibitors, etc.) anticipated: 500  Number of volunteers needed 20 Number of event staff 75  # of spectators/event attendees anticipated 100,000 during the event period o Local 20% o In-state (non-local) 20% o Out of State 60% 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 Spring Back to Vail 2012 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 100,000 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 (2ppl/room) Incremental Spending Estimated attendance per day: 9,000 Average amount spent: $300 Event Days: 8 Total Incremental Spending: $21,600,000 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: $35,400,000 8) What return on investment should the Town of Vail expect? 2012 Town of Vail Estimated 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. $1,000,000 Return on Investment through Media, PR and Event Related Impressions alone: 9-to-1 Est. Incremental Room Nights Generated 72,000 Incremental Spending Generated $35,400,000 Tax Receipts (Sales - 4%, Lodging-4%) $1,416,000 Return on Investment through Incremental Spending in the Town of Vail: 14-to-1 BUDGET: 1) Detailed event budget, including all anticipated revenues and expenses. 2012 Spring Back to Vail Projected Budget Spring Back REVENUES: 420 Sponsorships $575,000 420.5 CSE Event Funding 100,000 421 Entry Fees 3,500 422 F&B Sales 30,000 TOTAL REVENUES $708,500 EXPENSES: 510 Event Operations $60,000 517 Entertainment/Bands 340,000 519 Event Promotions 2,500 520 Event Merchandise/Sponsor Gifts 10,000 525 Event Supplies 12,000 526 F&B Expenses 45,000 527 Equipment Rental 45,000 530 Portable Toilets/Trash Removal 3,500 535 Public Relations 17,500 543 Wardrobe/Uniforms 1,000 550 Event Insurance 4,300 555 Equipment Repairs 100 626 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 1,000 644 Event Lodging 10,000 669 Contract Labor 3,500 670 Payroll Expenses 30,000 671 Sponsor Management/Commissions 45,000 672 Event Management 50,000 TOTAL EXPENSES $699,750 PROFIT/LOSS $8,750 2) What percentage of the total event budget is CSE being asked to fund? 14% 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? 82% 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 for Highline, TOV and Vail Resorts. 8) Do you anticipate requesting funding from the CSE next year? Yes X No _____ If yes, in what amount? 14% 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 to include national digital media including SKI magazine online, television, newspaper print ads, billboards, website, posters, handbills and more. 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 front range media as well as destination market media. 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 $1,000,000 in equivalent media value.  Spring Back to Vail will continue to push on the new media envelope with Facebook, Twitter and custom Internet sites running in support of 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 and www.vail.com  Direct broadcast emails and standard mailings will be sent to lists, including those owned by Vail Resorts and Highline Sports, targeting our audience.  Numerous collateral and competitor materials will be disseminated throughout the region. Including 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 Spring Back to Vail a success. Additionally, a full-on media blitz will be fired to generate mass media impressions. 3) Previous year's event evaluation, including income and expense statement (if existing event).  Marketing and PR campaigns were very successful – major coverage generated over 20,000,000 impressions and well over $1,200,000 in equivalent value.  Media included television, radio, print and digital media  Strong sponsorship – Spring Back to Vail was presented by Vail Mountain, Bud Light, SoBe Lifewater, Sprint, Captain Morgan, Town of Vail, Cadillac, Maui Jim, and Men’s Journal and was brought to you in part by U.S. Army, Nature Valley Granola Bars, Frontier Airlines, Smartwool, Macanudo, Sonnenalp Resort of Vail, Merrell, Liberty Skis, Colorado Mountain Express, Vail Daily and KZYR-The Zephyr  Spring Back to Vail included a full schedule of free headliner concerts, nightly parties, the legendary World Pond Skimming Championships presented by Rockstar and more.  The lineup of entertainment for Spring Back to Vail spanned two weekends and included free headliner concerts from Train, Stephen Marley, Grace Potter and the Nocturnals, The Greyboy Allstars, Sierra Leone’s Refugee All Stars, Shpongle presents the Shpongletron Experience, Saint Motel, DJ Logic, Chris Velan and more.  Marketing and PR campaigns were very successful in promoting awareness and driving event attendance  Estimated attendance/visitors in Vail during the weeks of Spring Back to Vail: 125,000+  Research shows that a majority of the visitors were from the destination market and that Spring Back to Vail was a primary driver of the reason guests came to Vail  Research shows that sponsor awareness has become much more equally balanced Spring Back to Vail definitely raises the guest enjoyment of their experiences  On-mountain events included World Pond Skimming Championships and two weekends of the expo village at the Vista Bahn base area  High loyalty and suggestion of repeat business all came out of research 2011 brought the return sponsorship from Men’s Journal, a key piece in the national advertising campaign with room for sponsorship growth in the future from their advertising partners  The range of well-known A-list as well as emerging artists this year reached a wide variety of concert goers and a provided great energy throughout the town each night.  The line-up is the strongest collaboration of music at any resort in North America  The Green Initiatives play a key role in an event of this size, Highline is proud of the recycling efforts surrounding this event with such high attendance at concerts and at the World Pond Skimming Championships  The Sierra Leone’s Refugee All Stars concert which followed the World Pond Skimming Championships was a key factor in effectively bringing people safely into town and off the mountain on closing day 2011 Spring Back to Vail Final Budget Spring Back REVENUES: 420Sponsorships669,525$ 420.5CSE Event Funding45,000 421Entry Fees3,750 421.5Ticket Sales (Prvt Reserved)2,000 422F&B Sales50,000 423Merchandise Sales250 TOTAL REVENUES770,525$ EXPENSES: 510Event Operations55,000$ 517Entertainment/Bands430,000 519Event Promotions- 519.5Event Advertising/Marketing- 520Event Merchandise/Sponsor Gifting15,000 525Event Supplies9,250 526F&B Expenses50,000 526.5Charitable Donation2,500 527Equipment Rental35,000 530Portable Toilets/Trash Removal5,400 533Prize Money/Appearance Fees- 535Public Relations10,000 538Venue Rental/Site Fees- 543Wardrobe/Uniforms- 550Event Insurance4,850 555Equipment Repairs- 617Bank/Credit Card Charges- 620Auto Expense- 626Pre-press/Design- 627Licenses and Permits1,100 628Printing and Reproduction- 630Office/Computer Supplies200 631Office Expenses100 636Postage & Delivery300 638Web Site/E-Mail100 640Event/Sales Travel2,500 641Meals/Entertainment1,500 642Lift Tickets- 643On-Mountain Dining- 644Event Lodging12,500 646Sponsor Ground Transfers1,000 669Contract Labor2,500 670Payroll Expense23,000 671Commission Expense58,725 672Agency Fees50,000 TOTAL EXPENSES770,525$ 4) Past or projected demographics of event attendees and spending. 2012 Projected Demographics Spring Back to Vail’s audience is expected to attract the much sought after high-end, high- consuming Vail audience, along with a younger demographic for the closing 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 35-40 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 Manager • Katie Tille, Event Manager • Kevin Dean, Event Manager • Missy Johnson, Sponsorship Manager • Kelly Paton, PR Manager • Stephen Connolly, Account Director • Jim Nagy, Account Manager • Laurie O’Connell, VP of Sales • Kelli Brausch, Controller/CPA