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HomeMy WebLinkAboutLHFFC 2012 CSE Application-1The Lionshead Family Fun Club (formerly The Lionshead Family Saturday Afternoon Club) Funding Request for Summer 2012 To: Sybill Navas and TOV-CSE Members From: Brian Hall Date: October 17, 2011 Re: Funding request for “The Lionshead Family Fun Club”. First of all, thank you all for taking the time to review our request for funding The Lionshead Family Fun Club for the 2012 summer. You’ll notice we have made a change in the name for the upcoming summer. We had some feedback at our recap presentation with you about the name being confusing and I had to agree. So we have tried to ceate a name that gives a better idea of what the event is all about – fun for families. Please let us now what you think of the new name. We are also increasing the amount of interactive experiences and competitions we’ll offer kids and their parents this coming summer. Our competitions have become a well known part of our event, and these competitions fill up early in the day. So if that’s what they want, we will give them more. Come be a part of the fun at The Lionshead Family Fun Club”. We will also work to give more activities for tweens and possibly teens to do at our event. Tweens should be pretty easy to get involved, teens – well we all know how hard it can be to create the right kind of cool for them, but we’ll come up with some fun things we think they’ll get a kick out of. We will also work harder to prove the value of our event. We are more of an event that reinforces the fun atmosphere, participational lifesytle and sense of community of Vail - than a big name draw event that will fill beds. But we will work hard to try to have an impact in the areas that the CSE and the VLMDAC have identified as important. We will link, drive, email and push everyone we can to the purchasing points offered by Vail. Again, thank your for your consideration and your kind words during our review of the last summer event. We look forward to working with you again and to showing our guests a great time in Vail during the summer of 2012. Brian Hall ¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨¨ P.O. Box 4510 Eagle, CO 81631 970-926-5855 970-692-2423 fax info@bluecreek.com VAIL COMMISSION ON SPECIAL EVENTS 2012 EVENT FUNDING APPLICATION NAME OF EVENT: The Lionshead Family Fun Club •Fomerly The Lionshead Family Saturday Afternoon Club PROPOSED DATE(S): 6 Saturdays, July 7th – August 11th, 2012 (7/7, 7/14, 7/21, 7/28, 8/4 & 8/11) AMOUNT OF CASH FUNDING REQUESTED: $16,800.00 PRODUCING ENTITY: Blue Creek Productions, Inc. with The Lionshead Merchant Association. 1.President or Executive Director’s Name: Brian Hall 2.Name and Title of Person Completing the Application: Brian Hall, President 3.Business Address: Blue Creek Productions, Inc. P.O. Box 4510 Eagle, CO 81631 4.Contact Information: •Telephone: Main: (970) 926-5855 Cell: (970) 376-2594 Fax: (970) 692-2423 •Email Address: brian@bluecreek.com 5.Event and/or Organization Website: www.lionsheadfamilyfunclub.com *Web traffic will also be driven to visitvailvalley.com for lodging, dining and other information. 6.Number of Years Your Organization Has Been In Business: Event: 4 yrs, Blue Creek: 25 yrs 7.Mission Statement: To continue to develop and support events within Lionshead Village that drive both local and destination guests to the area, exposing kids and families to an exciting, engaging and educational eperience. To embrace Vail’s sense of community and share it with our guests. To partner with the Town of Vail and the VLMDAC to maximise our event’s impact on Vail’s vitality, sense of community and financial development. To build on the success, viability and economic sustainability of the Vail and Lionshead community. 8.Organization’s Tax Status: •Status: For Profit •Does the Event Benefit a Charity: No •Tax ID (FEIN): 84-1283148 EVENT DESCRIPTION: 1.Brief Description of the Event and its Activities: The Lionshead Family Fun Club will build off of the successful event that has been created over the past four years. After presenting our Summer 2011 event review to the CSE we heard your comments as to the great event it is, and your comments challenging us to work harder to promote the event, to evaulate the event’s name and make it more successful. We have changed the name this year and we hope you believe, like us, that it better reflects the event. The event will continue our hallmark of kids’ activities, Discovery Zones, arts & crafts, partnerships with Town of Vail departments and continue to create an event that engages children and their parents. We have changed the name to one we feel will be more understandable and more of a draw for our guests. We will look at ways to increase our successful particpatory activities to include more kids and parents and to look for ways to engage that difficult tween & teen age group. Additionally we will look at other children’s events throughout the Valley and at other locals to assess what is successful and popular at those events. We will continue to consider integrating the most popular pieces into our event. We will spend more energy marketing and promoting this event throughout the valley. Overall the Lionshead Family Fun Club will maintain the goal of offering a fun, engaging and high quality family experience at the LHFFC for Vail Valley locals and destination guests. We will partner with local media to bang our message home. We will work with local radio to get promotional coverage. Make appearances on TV8, Plum TV and Channel 5 to build awareness. Push out information in digital form and email newsletters to partners. Create a “Lodging Information Program” giving them ongoing information and photos for their use in better communicating with their in-coming guests. We will begin to work with these lodges in early spring so that the event promotional material will be useful during their spring/summer sales push. 2.Where Will the Event be Located within the Town of Vail: The event will take place throughout the Lionshead Village, stretching from the Gondola yard throughout Vail Square and in to the feasible portions of the mall. 3.Will Any Portion of the Event Take Place Outside of the Town of Vail: No 4.Will Additional In-Kind Services Be Required From the Town of Vail: Yes. To operate The Lionshead Family Fun Club at its optimum level, the Lionshead Merchant Group would like to request the following in-kind services from the Town of Vail: Police/Code Enforcement: •Alert staff that trucks will be loading event items in prior to the start of the event and out after the event; in both cases requiring the ability to drive through the Village and park briefly. Public Works: •Provide the appropriate number of trash and recycling receptacles and the personnel to assist with trash removal from the LionsHead Village on FSAC days. •Refrain from doing any work on the mall during the time of the event and remove any work vehicles or materials from areas designated for this event. •Lower bollard at the West end of the Mall to assure that trucks loading event items in and out are able to drive through the Village. Fire: •Provide personnel for walk-through of the LionsHead Mall and Vail Square areas prior to the first event to assure that all vendor locations planned are up to code and acceptable. •Engage in the event and possibly offer the participation of Vail firefighters and the use of a fire truck for each event to share our Family Safety Theme. 5.Is This a New or an Existing Event: Existing Event •Location of Event in Previous Years: Lionshead Village •Number of Years Produced: 4 6.People: •Number of Participants (Athletes, Artists, Exhibitors, etc.) Anticipated: N/A •Number of Volunteers Needed: 5 •Number of Event Staff: 15 •Total Number of Spectators/Attendees Anticipated: ο% Local: 15% ο% In-State (non-Local): 65% ο% Out of State: 20% 7.Brief Description of Potential Benefits to the Town of Vail: • The most prominent benefit offered by this event is clearly the sense of community for our attendees and the merchant group of Lionshead and invites valley visitors to enjoy their time with us and become a part of our community while they are here. The event brings families from throughout the Valley together to enjoy all that Vail summer has to offer. • Additionally the event provides potential for economic benefit to all merchants within the area. It draws additional people to the area that would otherwise not be there, bringing locals from down valley back to Vail and reminding them of why they love Vail. It draws valley visitors to the area and keeps them there for the event and hopefully for the evening. It helps satisfy Vail hotel guests expectations of outstanding events and experiences during their visits enhancing the probability of their return to Vail. This is economic benefit is proven out by feedback from our merchant partners. • The high production value and quality of the event provides a worthy vehicle for attaching sponsorship and promotional partners to offset event expenses and maximize promotional opportunities. We will continue to work hard to bring these sponsors into the project to make the most of the dollars and energies invested in this project by the Town of Vail, the Lionshead Merchant Association and Blue Creek Productions. • This event is specifically aimed at the family market, the group we want to form an affinity to visiting Vail now and in the future. This group can be our visitors, our guests far into the future if treated appropriately and given exceptional experience when they visit Vail. • Through the use of educational activities and the engagement of the Town of Vail’s environmental sustainability staff the event can also further promote the Town’s green emphasis and efforts to date. • Through the Kids’ Discovery Zone and the Raptor Group, we are able to clearly present Vail’s commitment to the growth and education of our young people. Through partnering with the Town of Vail’s Environmental Sustainability Department during the “Green Planet Kids Expo”, to the Vail Fire Department’s Family Safety presentations each week, we showcase the professionals working to make Vail an incredible place to be for everyone. • We work hard to make sure we are good neighbors and partners with the Town of Vail in producing our event by following the TOV guidelines, following the special event permit requirements and by anticipating any challenges during the event and informing the appropriate TOV departments of any information they should be aware of. • Blue Creek Productions, Inc. has produced this event with sponsorship from the Lionshead Merchants Association and the Town of Vail for the entire 4 years of the event. That partnership of professional event management, successful local business people and passionate town departments - all vested partners in this project - make the Vail FDamily Fun Fest a very fun, exciting and successful experience. On an added note, 2012 will be the 26th year of Blue Creek Productions entertaining and producing events in Vail and the surrounding areas. For more information on our experience, please visit our corporate website at www.bluecreek.com . 8.What Mechanism are you Using to Direct Non-Local Attendees to Vail Lodging Options: This is not an event that will drive non-local guests to stay in Vail lodges solely on its own merit. But it can be used better by our lodging partners to entice guests to chose Vail and their lodge. We will create a “Lodging Information Program” giving them early information and photos for their use in better communicating with their potential guests. We will begin to work with these lodges in early spring so that the event promotional material will be useful during their spring/summer sales push. This event is of great value in satisfying the guests staying in each property during their visit. As a result, we have a better chance of getting that guest to return and to spread word of their positive experience in Vail to others, encouraging them to also visit the Town of Vail. Based on that fact, our efforts are not in driving guests of the event to the lodges, but in assuring that each guest is aware of the event and able to enjoy it. Our Lodging Information Program will accomplish this by providing each lodge with promotional photos, digital info sheets, rack cards, with email blasts of event details that can be included in confirmation or solicitation emails from the properties. And we will advertise in the Vail Daily and on local radio. 9.What Return on Investment Should the Town of Vail Expect: This event has potential to increase sales within Vail-Lionshead each Saturday throughout the run of the event – driving sales tax revenue to the Town. It further encourages return guests to the area and increases the probability of positive word of mouth promotion of the Town and the potential of driving future guests to Vail in the summer. As noted in our wrap up report of the Summer 2012 event, we had merchants who said this event helped them make money, some said event days were their best days for their business. BUDGET 1.Please See Attachment 2.How will CSE Funds be Used CSE Funds will be used to pay for both the new and existing activities, which are the core of the VFFF event. 3.Should the CSE decide not to support this event, will it still occur We would hope so, but it would be at a very diminished level. Advertising funds would need to be directed towards maintaining the event and activities would need to be dropped as a result of the lack of funding. 4.What % of the total event budget is the CSE being asked to fund 53% 5.What is the $ amount of sponsorships from alternative sources reflected in the event budget $15,000 (With additional soft-dollar sponsorship occurring through in-kind donations of time, labor and product) 6.What % of the total event budget do you expect the event itself to generate $0 – This event is complimentary to the public. 7.If possible, would you intend to host the event in Vail beyond 2012 Yes. We hope to continue to host and grow this event in Vail-LionsHead Village for years to come. 8.Do you anticipate requesting funding from the CSE next year •Request Funding: Yes •% to Request Next Year: 45% in 2013. ADDITIONAL REQUIRED ATTACHMENTS 1.How we will direct prospective attendees to book lodging within the Town of Vail & how we will track lodging nights generated. •We will have a link on our www.Lionsheadfamilyfunclub.com website that directs the guests to the www.visitvailvalley.com if that is the website the Town of Vail would like us to directr guests to, and we will have direct links to the lodges in Lionshead. We will also have the Vail lodging website address on all promotional materials we produce. We will create an identifier for any referals that we are able to send along to the lodges. 2.Marketing Plan & Potential for Sponsorship •Marketing Plan The LionsHead Merchants Association and Blue Creek Productions will again take it upon themselves to assure that this event is well marketed throughout the Vail Valley. They will do so by advertising in the Vail Daily, on KZYR and through the use of rack cards that will be distributed to all lodges in Vail and all merchant locations throughout the Lionshead Village. Additionally the event will be advertised on Vail.com, with a link available to a specific event site and will also be promoted through the use of press releases to local media. We will create a “Lodging Information Program” giving them ongoing information and photos for their use in better communicating with their in-coming guests. We will begin to work with these lodges in early spring so that the event promotional material will be useful during their spring/summer sales push. We will use any and all marketing and PR opportunities provided by the VLMDAC. •Potential for Sponsorships and Media Exposure The LHFFC event has had several interested sponsors in the past and we believe the opportunity will return in this coming summer. But we believe there are sponsors who will chose to be a part of this wonderful event if we can clearly demonstrate the value to them. We know that the event is an incredibly positive one for our guests. We can now offer our sponsors more places for their Brand/logo placement icluding our website, emailings, promotional & advertising materials, event signage, exhibit attachment and sponsor display at tour event. This would increase impressions for our sponsors and make sposnorsship of the event more valuable to them. 3.Previous year’s evaluation: Please see Town of Vail’s website for our 2011 report. 4.Past or Projected Demographics of Event Attendees and Spending: The event seemed to draw a diverse crowd of both Vail Valley local and destination families. We talked to several guests at the event, both local and destination visitors, over the event series who stated that they had come last year to the event and decided to return again this year to check it out. We also saw families who came back several weeks in a row during the 2012 summer to enjoy the event. We actually had kids running up to us during set up for the event asking to sign up for the “Famous Blue Moose Pizza Dough Toss.” This feedback has led us to believe that families do truly enjoy the event, that it adds value to their visit to LionsHead, that it leads them to make repeated visits to the area and that they speak to others about the event as well. It is difficult to get an exact count of guests at each event based on the FSAC’s general nature – kids running in all directions. However, we do our best to come up with a credible estimate for each week of our summer 2011 series. The estimates are the following: •Saturday, July 10th 575 People •Saturday, July 16th 625 people •Saturday, July 23d 550 People •Saturday, July 30th 600 People •Saturday, August 76h 625 People •Saturday, August 13th 450 People Though we do not have exact numbers from the LionsHead Merchants on the economic affect of this event on their businesses, in a recent meeting all merchants stated that they believed it had a positive affect on their businesses and that they would like to continue the event in future summers. 5.Organization Roster •Brian Hall - Blue Creek Productions, Inc, •Sarah Franke - LionsHead Merchants Association Officer • Lee Steele - LionsHead Merchants Association Officer Presented by Blue Creek Productions, Inc. & The Lionshead Merchants Association October 17, 2011 FY 2012 Budget Revenues: Requested CSE Contribution16,800 For 6 Events Sponsorships6,000 Lionshead Merchant Association Advertising & Event Contribution9,000 Total Revenues:31,800 Expenses: Advertising Banners & Signage450 Rack Cards & Fliers600 Newspaper4,200 Misc. Publications500 Radio750 Electronic Media/Website800 Beer/Wine/Soda/ice0 Consulting0 Entertainment Children's Activities7,200 Performers0 Inflatables5,500 Kids Discovery Zone (Educational Programming, Green Activities, etc.) 5,800 Event Fees Insurance750 Police0 Security0 Sound Permit0 Special Event License50 Tent Permit0 Food Cost0 Miscellaneous0 Recruitment0 Sponsor Activities0 Sponsor Gifts0 Staff0 Event Workers2,800 Administration2,400 Tables/Linens Rental0 Tent Rental0 Travel & Lodging0 Total Expenses:31,800 Net Income/(Loss)0 *In-Kind Donations of Time & Product Include: The Pizza Toss Event - Run without Charge by the Vail Blue Moose Pizza Tent Set-Up and Garbage Clean-up without Charge by the Arrabelle Description Lionshead FFC Budget - 2012 Budget Detail 6 Events