HomeMy WebLinkAboutVAIL AMERICA DAYS_HSE_APP12
VAIL AMERICA DAYS
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: VAIL AMERICA DAYS
PROPOSED DATE(S): July 4, 2012
AMOUNT OF CASH FUNDING REQUESTED: $75,000
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; [event web site TBD]
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__
If yes, please name the beneficiary: TBD
Tax payer ID#: 84-1331831
No___
EVENT DESCRIPTION:
1) Brief Description of Event: Vail America Days– A destination event featuring a variety of
family- focused entertainment including the annual Fourth of July parade, fireworks,
entertainment throughout the afternoon, children’s activities, food and beverage hospitality and
more.
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 Existing event X Number of years in existence:
Location(s) of event in previous years: The 2012 event plan will included locations that expand
beyond that of 2011; potentially Mountain Plaza or other areas within Vail Village TBD.
6) People:
Number of participants (athletes, artists, exhibitors, etc.) anticipated: 2,000
Number of volunteers needed 25 Number of event staff 75
# of spectators/event attendees anticipated: 100,000 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 Vail America
Days
2012 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 100,000
Those who came just for the event: 50%
Those staying in Town of Vail lodging: 70%
Average nights stay in Vail: 3
Total Incremental Room Nights: 52,500 (2ppl/room)
Incremental Spending
Estimated attendance per day: 100,000
Average amount spent: $200
Event Days: 1
Total Incremental Spending: $20,000,000
Average lodging price per night: $150
Incremental room nights: 52,500
Subtotal spent on lodging: $7,875,000
Number of days in Vail not for event: 2.0
Number of people staying additional days: 10,000
Average amount spent per day: $200
Subtotal spent on non-event days: $4,000,000
Total Estimated Incremental Spending: $31,875,000
8) What return on investment should the Town of Vail expect?
2012 Town of Vail Return on Investment
Town of Vail Investment $75,000
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. $500,000
Return on Investment through Media, PR and
Event Related Impressions alone: 5.6-to-1
Est. Incremental Room Nights Generated 52,5000
Incremental Spending Generated $31,875,000
Tax Receipts (Sales - 4%, Lodging - 4%) $1,275,000
Return on Investment through Incremental Spending
in the Town of Vail: 16-to-1
BUDGET:
1) Detailed event budget, including all anticipated revenues and expenses.
2012 Vail America Days Projected Budget
2012 Vail America Days Estimated Budget
REVENUES:
CSE Contribution $ 75,000
Event Sponsorships
40,000
F&B Net Sales
5,000
Other Income: Entries, Merchandise, Expo
5,000
TOTAL REVENUES: $ 125,000
EXPENSES:
Advertising/Promotions $ 15,000
Printing/posters/postcards
Newspaper ads/insert
Radio ads
Social/Digital
Public Relations
Design/Layout
Event Supplies
5,000
Signage
Street banners
Decorations
Merchandise
Operating Expenses
50,000
Parade Entertainment
Street Party Entertainment
Kids Korner
Lodging
Stage/Sound/Lights
Equipment Rental
Security/Traffic Control
Fireworks
30,000
Administrative Expenses
25,000
Staffing
Permits
Agency Fees
Insurance
Legal/Accounting
TOTAL EXPENSES: $ 125,000
TOTAL NET PROFIT (LOSS) $ -
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? 60%
5) What is the dollar amount of sponsorships from alternative sources reflected in the event
budget? 32%
6) What percentage of the total event budget do you expect the event itself to generate? 50%
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 Highline.
8) Do you anticipate requesting funding from the CSE next year? Yes X No
If yes, in what amount? 30% 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
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 $300,000 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 Vail America Days
event. The campaign is expected to generate over $200,000 in equivalent media value.
Vail America Days will push the social/digital media envelope with Facebook and
Twitter. A dedicated webstie will support the event.
Direct broadcast emails will be sent to lists, including those owned by Highline -
targeting our audience.
Numerous collateral and competitor materials will be disseminated throughout the region,
including postcards and posters.
Sponsorships/Media Exposure
Highline always has and always will continue to sell sponsorships on its properties to help
cover the numerous operating and marketing expenses to make the event a success. It will
be a new initiative to gain additional sponsorship for Vail America Days.
3) Previous year's event evaluation, including income and expense statement (if existing
event). Not available. 2012 will be the first year for Highline to produce Vail America Days.
Previous year’s event budget should be on file with CSE.
4) Past or projected demographics of event attendees and spending. Not Available.
2012 Projected Demographics
Vail America Days is expected to capture a wide range of attendees to include young singles as
well as couples and families. We anticipate the Average age will be 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 Director
• Katie Tille, Event Manager
• Kevin Dean, Event Manager
• Missy Johnson, Sponsorship Manager
• Kelly Paton, PR Director
• Stephen Connolly, Account Director
• Jim Nagy, Account Manager
• Laurie O’Connell, VP of Sales
• Kelli Brausch, Controller/CPA