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HomeMy WebLinkAbout2012 Living at Your Peak ProposalVAIL COMMISSION ON SPECIAL EVENTS 2012 EVENT FUNDING APPLICATION NAME OF EVENT: Living At Your Peak PROPOSED DATE(S): September 13-15 2012 AMOUNT OF CASH FUNDING REQUESTED: $20,000 PRODUCING ENTITY: Vail Symposium 1. President or Executive Director’s Name: President and CEO Alby Segall; Executive Director Liana Moore; Chair of Board of Directors Jim Ruh 2. Name and Title of Person Completing the Application: Alby Segall, President and CEO 3. Business Address: • Mailing address: Vail Symposium, P.O. BOX 3038, Vail, CO, 81658; • Physical address: Vail Symposium, 953 S. Frontage Rd. #106, Vail, CO, 81657 4. Contact Info: • Telephone: 970-476-0954 / Fax: 970-476-0710 • E-Mail Address: alby@asegall.com; info@vailsymposium.org 5. Event and/or Organization Website: • Vail Symposium/www.vailsymposium.org • Living At Your Peak/www.livingatyourpeak.org 6. Number of years your organization has been in business: 41 7. Mission Statement: The Vail Symposium is a grassroots, non-profit organization that has been part of the life and history of Vail since 1971. Our mission is to provide educational programs for the Vail Valley community that are thought-provoking, diverse and affordable. 8. Organization's tax status: Please attach current State Department of Revenue Certificate with this application. • Non-Profit (501C-3) • Does the Event benefit a charity? Yes, Vail Symposium. EVENT DESCRIPTION: 1. Brief description of the event and its activities We are seeking funds specifically for the opening ceremony and entertainment for Living At Your Peak on September 13, 2012. We are currently in negotiation with Season of Song to secure Carole King or Garth Brooks or another of the singer songwriters attending their September conference in Vail. The opening ceremony or celebration is the kick-off for the Living at Your Peak Summit. About Living at Your Peak -- An Interactive Health and Fitness Experience What: A two and a half day summit designed to help you discover how to live longer, better and influence positive change in the well-being of the world around you. Living at Your Peak is designed to promote life-long health and fitness through customized experiences in an intimate setting. When: September 13 - 15, 2012 Where: The natural grandeur of Vail, Colorado, is an unparalleled setting in which to expand knowledge, cultivate personal awareness and take healthy steps toward living a long, fulfilling life. Among others, confirmed presenters include: • Martina Navratilova, one of tennis' most charismatic and respected figures; • Ellen Miller, coach of the U.S. Olympic women’s running team, Mount Everest climber and adventure racer; • C. Noel Bairey Merz, MD, director of the Women’s Heart Center at Cedars-Sinai, trailblazer and leader in preventive heart health; • James Hill, PhD, executive director of the Anschutz Center for Health and Wellness, leading expert and author on nutrition; and • Scott Small, MD, professor of neurology, Columbia Neuroscience, nationally renowned expert on brain health. In addition to the Summer Summit, the Vail Symposium will use its existing program schedule to support a twelve-month dialogue on health and wellness. It is our attention to make Vail the center of the country’s ongoing discussion on health, wellness, living better and reaching peak performance. While the Summer Summit will attract visitors from across the United States, they will remain connected through the winter series and the online community. 2. Where will the event be located within the Town of Vail? The opening ceremony will take place at either the Four Seasons Resort Vail or the Ford Amphitheater. 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.) We will possibly require the in-kind use of the Ford Amphitheater. We expect no additional in-kind services and anticipate no negative impact on the normal course of business. 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. Living At Your Peak is a first time event, with plans to be annual. 6. People: Number of participants (athletes, artists, exhibitors, etc.) anticipated: We anticipate that 750 people will attend the Living at Your Peak Summit in the summer with an additional 1000 people involved in the Winter Series and Online Community. Our expectation is that in three years the Summer Summit component will grow to 2500 attendees, the Winter Series will attract 1000 participants and the Online Community will grow to 10,000 members. The Summer Summit will host a minimum of 24 additional speakers and presenters. Number of volunteers needed: The Vail Symposium will recruit, train and deploy 50 volunteers for the Summer Summit. Our Board of Directors has already appointed two chairs of the event (John and Jamie Stone), and we have to date engaged an additional 12 volunteers in various capacities including planning, sponsorship acquisition, public relations, speaker acquisition and financial oversight. We will require approximately 6 volunteers for the opening ceremony portion of the event. Number of event staff: The total number of staff involved in this event is 5. Total Number of spectators/attendees anticipated and estimate: 500 total: • 50% Local • 25% In-state (non-local) • 25% Out of State 7. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. For this specific portion of Living At Your Peak, we project 50-100 room nights and twice as many dinner arrangements. If we assume $200 as an average per person economic impact for this piece of the event, and middle projection of 75 people the direct economic impact would be $15,000. However, our expectation of celebrity talent will generate publicity that extends in excess the hard dollar manifestation. 8. What return on investment should the Town of Vail expect? The opening ceremony/celebration will boost the attendance and impact of Living At Your Peak and create a loyalty and memory for the program for future years.  There will be no direct return on investment in the form of dividend or equity. BUDGET: 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses. We will spend $20,000 for the talent for the opening ceremony. 100% of the funds will go to the performance and ceremony. We anticipate an in kind donation for the use of the Ford Amphitheater if that venue is required. Currently we have an in kind commitment for the Four Seasons. 2. What % of the total event budget is the CSE being asked to fund? 75%. 3. Describe briefly how you will use the funds that you are requesting from the CSE. The funds requested will be used to pay the talent for the opening ceremony and celebration. 4. Should the CSE decide not to support this event, will it still occur? No. 5. What is the $ amount of sponsorships from alternative sources reflected in the event budget? Approximately $5,000. 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.). 5% - 10%. 7. If possible, would you intend to host the event in Vail beyond 2012? If yes, for how many years beyond 2012? We anticipate this being an annual event of the Vail Symposium for ten years. 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? Yes. We expect to request funding for the next five years in 20% per year diminishing amounts until we are self sufficient in year six. 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. We will partner with the Vail Valley Partnership to promote and manage the hotel bookings. Each hotel will track the number of nights booked for the Summer Summit. 2. Marketing plan and detailed explanation of potential for sponsorships and media exposure. Publicity: The Vail Symposium has already secured media relationships with the Vail Daily (Vail Valley), 5280 Magazine (largest magazine circulation in Colorado) and Rocky Mountain Public Broadcasting System (coverage throughout the Front Range and Eagle and Summit Counties. Each of these partnerships offers the Vail Symposium tremendous penetration and messaging potential. In addition, we will be placing advertisements in strategic periodicals and newspapers. There will be a significant Internet and social media program designed and implemented by our communications partner Communications Strategy Group in Denver. At this time we are planning to have publicity in the following media outlets (this is by no means a comprehensive list): Vail Calendar of Events 5280 Vail Daily The Daily-Weekly Vail Inside/Out SneakPeak – www.sneakpeakvail.com www.destinovail.com (Spanish site) Denver Post Summit County publications Medical Tourism Magazine Experience Life (Lifetime fitness magazine) NPR CPR RMPBS New York Times EnCompass – AAA Colorado Magazine Newsletters o Bachelor Gulch o Arrowhead o Cordillera o Singletree o Mountain Club Promotion: The Living at Your Peak Summit will be featured at all Vail Symposium events. We will also promote the event through our partner the Colorado Hospital Association to their membership. We are negotiating individual hospital promotional events through the CHA. Advertising: We anticipate and have budgeted for purchasing advertising in national newspapers and periodicals in communities where we hope to draw participants. Public Relations: Communication Strategy Group (CSG) will arrange for presentations at key events and meetings in the Vail Valley, Summit and Pitkin Counties and the Front Range. We will be issuing press releases on speakers and event progress starting in the spring of 2012. Our intention is to build a “buzz” around the Living at Your Peak event and position it as the premier health and wellness event in the United States. Through our relationship with the Young Presidents Organization, we will offer a customized program to their membership and rely on their communication tools to disseminate that information. Corporate Sponsorship: While we are continuing to secure corporate sponsorship at every level, the following have been secured for Living at Your Peak: 5280 Vail Daily Town of Vail Vail Local Marketing District Health One Vail Valley Medical Center Vail-Summit Orthopaedics The Steadman Clinic Udi's Triumph Development The Vitality Center Colorado Access The Biegler Foundation 3. Previous year's event evaluation, including income and expense statement (if existing event). N/A. 4. Past or projected demographics of event attendees and spending. We know that this group of attendees have disposable income and will engage in the retail and commercial offerings of Vail. 5. Organization rosters naming: Board of Directors: Co-Chairmans: Jim Ruh, Allison S. Krausen Treasurer: Bob Holmes Jan Biegler Pam Brandmeyer Jay Huffard Andy Kaufman Rob LeVine Liana C. Moore Rohn Robbins Don Rogers Mary Rogers Jamie Stone John Stone David Williams Kristin Williams