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HomeMy WebLinkAbout2012 VAF CSE Funding Request VAIL COMMISSION ON SPECIAL EVENTS 2012 EVENT FUNDING APPLICATION  NAME OF EVENT Vail Arts Festival  PROPOSED DATE(S) June 22-24, 2012  AMOUNT OF CASH FUNDING REQUESTED $15,000  PRODUCING ENTITY: Eagle Valley Events, Inc. 1. President or Executive Director’s Name Laurie Asmussen 2. Name and Title of Person Completing the Application SAME 3. Business Address: Please include the physical address as well as the mailing address. PO BOX 115, EAGLE, CO 81631 1600 S. Frontage Road, Vail CO 81657 4. Contact Info: 376-3756 • Telephone: Main/Cell/Fax 477-3699/477-3697 FAX • E-Mail Address laurie@vailartsfestival.com 5. Event and/or Organization WEBSITE www.eaglevalleyevents.com 6. Number of years your organization has been in business: 12 7. Mission Statement: Work to produce a quality festival in Lionshead, offering an interesting blend of art for viewing and purchase as well as family entertainment for all ages. 8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit* 84-1515210 • Non-Profit (501C-3), or Not-for-Profit (501C-6) organizations, please attach current State Department of Revenue Certificate with this application. • Does the Event benefit a charity? If yes, please name the beneficiary. No  EVENT DESCRIPTION: 1. Brief description of the event and its activities SEE ATTACHED 2. Where will the event be located within the Town of Vail? Lionshead 3. Will any portion of the event take place outside of the Town of Vail? If yes, please explain. NO 4. Will additional in-kind services be required from the Town of Vail? If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking, traffic control, street closures, police services, etc. (The event promoter will be charged for all labor, materials and equipment unless such services are specifically exempted and approved as part of the Special Event Permit.) SEE ATTACHED 5. Is this a new or existing event? If existing, please describe the location(s) of the event in previous years and the number of years it has been produced. 28 years in Lionshead 6. People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated 75 • Number of volunteers needed -0- • Number of event staff 12 • Total Number of spectators/attendees anticipated and estimate: o % Local 12% o % In-state (non-local) 41% o % Out of State 47% 7. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated 656 rooms at avg rate of $192/night 8. What return on investment should the Town of Vail expect? SEE ATTACHED  BUDGET: 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses. SEE ATTACHED 2. What % of the total event budget is the CSE being asked to fund? 35% 3. Describe briefly how you will use the funds that you are requesting from the CSE. To add entertainment and additional event advertising earlier in the month 4. Should the CSE decide not to support this event, will it still occur? Yes, but with limited free activities for children and additional advertising. 5. What is the $ amount of sponsorships from alternative sources reflected required from the Town of Vail? None at this time, however, we are searching for additional sponsors for this event. 6. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) 65% 7. If possible, would you intend to host the event in Vail beyond 2012? If yes, for how many years beyond 2012? Yes, as many as feasible. 8. Do you anticipate requesting funding from the CSE next year? If yes, given that the CSE encourages the development of additional sponsors in order to leverage their own investments, and anticipates that as events become established they will become less reliant on public funds, what %, if any, of the total event budget do you anticipate requesting next year? 30%  ADDITIONAL REQUIRED ATTACHMENTS: 1. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a description of how you will track the number of lodging nights generated 2. Marketing plan and detailed explanation of potential for sponsorships and media exposure 3. Previous year's event evaluation, including income and expense statement (if existing event) 4. Past or projected demographics of event attendees and spending 5. Organization rosters naming:  All officers and respective positions  Board of Directors and positions 2012 Vail Arts Festival Event Proposal Event Dates: June 22 - 24, 2012 Location: Arrabelle at Vail Square; Lionshead Mall Event Goals: To provide a quality, open-air street Festival for residents and visitors by incorporating changes to the event production recommended by previous Festival survey; increasing Festival advertising and aligning with Vail brand as recommended by Town of Vail Commission on Special Events. Event History: 27 years in Lionshead area Number of participants: 75 artists Number of event staff: 12 Anticipated Attendance: 10,455 12% Local 41% In-State 47% Out of State Benefits of the Vail Arts Festival: 1 Ambient Cultural event featuring original art, children’s activities and entertainment 2 Tie-in of Lionshead businesses and hotels to the Festival 3 Significant Outside Vendor Fees/Sales Tax collected by the Town of Vail Past Survey Results: Projected Demographics/Spending: • Estimated revenue generated to the TOV: $1,029,854 • 58% of attendees had or intended to purchase from the Arts Festival vendors • The Arts Festival vendors are responsible for approximately $243,000 in revenue generation • 42% of attendees came to Vail specifically for the Arts Festival • 60% of the attendees had attended the Arts Festival in the past • “Newspapers” and “Posters/Banners” were selected most when asked how guests heard about the Arts Festival • 75% of attendees stayed in paid lodging in Vail • 44% are “very” or “extremely likely” to return in the future • Average nights stayed of those who came for Arts Festival and were staying in Vail: 2.83 • Average group size of those who came for Arts Festival and were lodging in Vail: 3.83 • Average age: 51 • Overall satisfaction: 4.42 on a scale of 1 to 5 (5 = extremely satisfied) • If guests could make on change: More Food and Beverage vendors and the location/layout Estimated incremental room nights generated: 656 (based on survey data) Vail lodging options: The Arts Festival contacts Lionshead lodging properties to offer Arts Festival exhibitors special rates and incentives to stay in Vail longer than the show dates. All guests visiting vailartsfestival.com and all Festival promotions direct visitors to participating lodging properties. Town of Vail Return on Investment: : $1,029,854 (based on survey data) 2012 Vail Arts Festival Marketing Plan/Potential for Sponsorship Event Dates: June 22-24, 2012 Advertising Design will be refreshed to align better with Vail brand as directed by CSE/VLMD. Print advertising: • 500 event posters and flyers are printed and distributed throughout Vail, specifically with hotel concierges • A pullout section in the Vail Daily listing each individual artist. Each artist is included with a photo sample of his or her work. • Event advertising is run in the Vail Daily (1/2 to full-page ads will run the month of June Public Relations: Improved PR plan and distribution of press releases leading up to the Festival to increase awareness of the event. Also, increase communication with Arrabelle personnel and the Lionshead Merchant group to increase excitement in the Lionshead area about the Festival and encourage cross-promotion opportunities among all groups. Radio advertising: • Radio buy in Denver market targeting women ages 26-54 to visit Festival and promoting lodging packages • Local radio spots on local stations, one week prior to event Sponsorship Potential/Media Exposure: Work with partners in Vail to approach potential sponsors to enhance free entertainment and children’s events to promote Lionshead area businesses. Continue to pursue potential sponsors to enhance programming. Artist Recruitment: The Vail Arts Festival will advertise for artists using the following methods: 1 Zapplication.org, a collaborative effort of the nation’s top Arts Festivals to assist artists with the application process to festivals. The goal of this organization is to make the application process easier for artists. Involvement with this group is critical to attracting interesting, high-quality artists to our area. 2 Colorado Artist Tour. This packet contains applications for many of the Colorado shows that take place throughout the arts festival season to over 1,000 members. 2012 Vail Arts Festival Request for Town of Vail In-Kind Services Police: • Assist with load-in on Thursday, June 21 along West Lionshead Circle near the Antler’s Hotel as artists enter the Arrabelle loading dock for load-in. Additional assistance is needed on Sunday, June 24 in the same location for load-out. • Provide routine evening patrol through Festival site beginning Thursday, June 21 at 8 PM; continuing on Friday, June 22 and Saturday, June 23, 2012. Public Works: • Provide personnel to assist with trash removal from Lionshead Mall. • Hang event banner in Lionshead location. • Hang street banners in roundabouts. • Deliver barricades to Festival site (at Lionshead bus stop). • Provide personnel to turn off sprinkler system along Lionshead Mall beginning Thursday, June 21 until Sunday, June 24, 2012. • Remove driveway barricade along Montaneros alleyway for Festival load-in on Thursday, June 21 and for Festival load-out on Sunday, June 24, 2012. Fire: • Approve Festival site map. Schedule a final walk-through early Thursday, June 21 during Festival load-in/set-up. Sales Tax: • Coordination of sales tax license information for all artists leading up to artist check-in. Provide sales tax packets for artists by Thursday, June 21 for artist check-in and load-in. 2012 Vail Arts Festival Proposed Event Budget Revenues: CSE Contribution $ 15,000 Artist vendor fees 28,800 Merchandise Sales 900 Total Projected Revenues: $ 44,700 Expenses: Advertising/Promotions $ 8,000 Increase of 10% over 2011 Re-design/Vail branding Printing/posters/brochures Local Newspaper & Radio ads Front Range ads/promotion Event supplies 5,700 Increase of 12% over 2011 Parking structure entrance signage Event Signage Street banners Children’s activities/entertainment Decorations Operating Expenses 14,575 Increase of 30% over 2011 Street Entertainers Roving Entertainment Lodging-entertainers Sound System Rental Equipment Rental Town of Vail business license fees 5,025 Security 1,800 Administrative Expenses 9,400 Staffing Permits Insurance Total Projected Expenses: $ 44,500 2012 Vail Arts Festival Organization Roster Event Producer: Eagle Valley Events, Inc. Laurie Asmussen, Owner Festival Staff: Bob Todd Courtney Davis Melinda McNitt Kim Andree Stacey Coulter Plus: Additional children’s and merchandise tent staff Festival Jury: WESTAF-Western Association of Arts Festivals Terry Adams, Cherry Creek Arts Festival Tara Brickell, Cherry Creek Arts Festival Artist Members (2) Artist Liaison: Melinda McNitt 2011 Post-Event Report to Commission on Special Events Event Dates: June 24 - 26, 2011 Venue: Lionshead Mall/Arrabelle at Vail Square Event Components  67 Artist Booths  Children’s “Kreative Kingdom” Art Activity area 2011 Highlights  Visitor numbers increased 18% over 2010  All artists were referred to Lionshead-area hotels for lodging upon acceptance into Festival  Cover Wrap on Friday, June 24 issue of Vail Daily plus a pullout section featuring each artist in the show Challenges/Future Improvements needed  Parking structure construction but will be great improvement when completed  Opportunities to cross-promote all events taking place on same weekend is top priority for in- Town marketing  Coordination with Arrabelle Hotel – seek ways to make it a smoother process  Recruit sponsorship opportunities to offer musical entertainment  Identify areas where food and beverage vendors can sell items in the Festival site, making sites available to Lionshead restaurants first before recruiting outside vendors Event Marketing Plan Breakdown of spending Vail Arts Festival advertising dollars: • Vail Daily: Ads ran 14 days prior to event. Quarter, half and full-page 4-color ads ran 14 days prior and leading up to event opening; Front wrap and inside pullout section of paper on opening day  Event Flyers: 500 (5” x 8”) promotional flyers promoting the Vail Arts Festival were distributed to businesses throughout Town and to Hotel Concierges  Local Radio: 8 daily/30-second spots ran 10 days prior to event on KSKE and Jack FM radio • Roundabout Banners: 20 banners were placed in West Vail roundabouts seven days prior to the event Lodging Impact/How participants were directed to lodging: All participants were directed to Lionshead lodging properties with a lodging impact from artists alone of 388 room nights adding to the total room nights generated of 656. The average nightly room rate was $192 Contribution to Sense of Community Specific site layout and suggestions from Lionshead Merchants help improve the flow of the event and the participation from merchants year after year. 40% of guests return to view the Arts Festival annually to enjoy the ambiance of the Lionshead area with a steady number of local residents visiting the show each year. Vail Arts Festival “Green” Efforts: • Elimination of individual bottled water. Gave all artists refillable water bottles and re-filled throughout Festival. • Canvas shopping bags were available at merchandise tent, no plastic bags were used. 2011 Vail Arts Festival Budget Revenues TOV Sponsorship $ 12,000 Artist Fees 28,475 Merchandise sales 619 TOTAL $ 41,094 Expenses Advertising/Promotions $ 7,248 18% Printing/posters/brochures Newspaper ads/insert Radio-Front Range Magazine ads Event supplies 4,998 12% Street banners Event banners Decor Merchandise Children's Kreative Kingdom Operating Expenses 10,209 25% Entertainment Lodging Sound system Equipment rental Website development Artist application website Town of Vail Business License Fees 5,025 12% Security 1,735 4% Private Administrative Expenses 9,582 23% Permits Labor Insurance 2,000 5% TOTAL $40,797