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