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The Ultimate Obstacle Endurance Race
Find your MOJO Memorial Day Weekend in Vail
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: MOJO MAN
PROPOSED DATE(S): Memorial Day Weekend
AMOUNT OF CASH FUNDING REQUESTED: $150,000
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) Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890
o E-Mail Address: jeff@gohighline.com
o Website address: www.gohighline.com,www.mojoman.com
5) Number of years your organization has been in business __14____
6) 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!
7) 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: MOJO MAN will feature both recreational (i.e. Fun) and elite
(i.e. Brutal) divisions as well as a scaled back kids division. It’s truly a game the whole family
can play.
In addition to all the on-course MOJO MAN action, the event weekend will also feature rockin’
post-parties with live music, kid’s events, an expo village, and amazing spectating.
Best of all will be the great times event-goers spend with fellow participants experiencing an
amazing event, meeting new friends and sharing MOJO MAN war stories over a beer or three!
Similar style events are currently all the rage and attract over 10,000+ participants and spectators.
With our combined marketing power and extensive industry relationships, we expect at least
5,000+ participants at the Vail event.
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 events as well as TOV police support for crowd control
at these same events.
5) Is this a: New event _X__ Existing event Number of years in existence:
Location(s) of event in previous years: Vail Village and Lionshead Village
6) People:
Number of participants (athletes, artists, exhibitors, etc.) anticipated: 5,000+
Number of volunteers needed 25 Number of event staff 100
# of spectators/event attendees anticipated: 20,000 over the duration of the event
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 MOJO MAN
2012 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 25,000
Those who came just for the event: 90%
Those staying in Town of Vail lodging: 70%
Average nights stay in Vail: 2
Total Incremental Room Nights: 15,750 (2ppl/room)
Incremental Spending
Estimated attendance per day: 12,500
Average amount spent: $200
Event Days: 2
Total Incremental Spending: $5,000,000
Average lodging price per night: $150
Incremental room nights: 15,750
Subtotal spent on lodging: $2,362,5000
Number of days in Vail not for event: 1.0
Number of people staying additional days: 5,000
Average amount spent per day: $200
Subtotal spent on non-event days: $1,000,000
Total Estimated Incremental Spending: $8,362,500
8) What return on investment should the Town of Vail expect?
2012 Town of Vail Return on Investment
Town of Vail Investment $150,000
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: 5.7-to-1
Est. Incremental Room Nights Generated 15,750
Incremental Spending Generated $8,362,500
Tax Receipts (Sales - 4%, Lodging - 4%) $334,500
Return on Investment through Incremental Spending
in the Town of Vail: 123%
BUDGET: Detailed event budget, including revenues and expenses.
2) 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.
3) Should the CSE decide not to support this event, will it still occur? No.
4) What percentage of the total event budget is CSE being asked to fund? 25%
5) What is the dollar amount of sponsorships from alternative sources reflected in the event
budget? $50,000
6) What percentage of the total event budget do you expect the event itself to generate?
67%
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? 25% of the total event budget.
ADDITIONAL 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 magazines, such as
national magazine advertising, and newspaper print ads, website, posters, handbills, social
media 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 national,
regional and local media outlets. Over $500,000 in media value is expected to be
delivered by this integrated campaign.
A national, regional and local PR blitz will be launched for the 2012 MOJO MAN event.
The campaign is expected to generate over $500,000 in equivalent media value.
MOJO MAN will push the new media envelope with Facebook and Twitter. Dedicated
event websites will support the event.
Direct broadcast emails and standard mailings will be sent to lists targeting our audience.
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 MOJO MAN a
success.
3) Previous year's event evaluation, including income and expense statement (if existing
event). This is a new event.
4) Past or projected demographics of event attendees and spending. This is a new event.
2012 Projected Demographics
The MOJO MAN audience is expected to attract the first timer to the experienced athlete. There
will be something for everyone to gain from this popular event. This competitive group is
expected to be a high-consuming crowd with a HHI of $100,000+ and an average age of 32.
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