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HomeMy WebLinkAboutMOJO MAN_CSE_APP12_FINAL 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