HomeMy WebLinkAboutOKT_CSE_12_APP12
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 Oktoberfest
PROPOSED DATE(S): September 7-9 & 14-16, 2012
AMOUNT OF CASH FUNDING REQUESTED: $ 85,000
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) Contact info:
Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890
E-Mail Address: jeff@gohighline.com
5) Website address: www.gohighline.com | www.vailoktoberfest.com
6) Number of years your organization has been in business __14____
7) 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!
8) 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: Children’s Garden of Learning
Tax payer ID#: 84-1331831
EVENT DESCRIPTION
1) Brief Description of Event: Traditional Oktoberfest Celebration - A Festival of Beer, Food, Music and Fall
in Vail
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?
i. _____Yes _X_No
If yes, please explain:
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 beer gardens on the concert nights as well as TOV police support for crowd control these same concerts.
5) Is this a: New event ___ Existing event X 7th year for HSE Number of years in existence: 20
Location(s) of event in previous years: Same locations as proposed for 2011.
6) People:
Number of participants (athletes, artists, exhibitors, etc.) anticipated: 200+ runners for the
Oktoberfest Fun Run
Number of volunteers needed 50 Number of event staff 30
Total Number of spectators/attendees anticipated 50,000 attendees over six event days (completely
weather dependant)
o Local 25%
o In-state (non-local) 50%
o Out of State 25%
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 Oktoberfest
2012 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 50,000
Those who came just for the event: 50%
Those staying in Town of Vail lodging: 50%
Average nights stay in Vail: 2
Total Incremental Room Nights: 25,000
Incremental Spending
Estimated attendance per day: 8,350
Average amount spent: $100
Event Days: 6
Total Incremental Spending: $5,010,000
Average lodging price per person per night: $100
Incremental room nights: 25,000
Subtotal spent on lodging: $2,500,000
Number of days in Vail not for event: 1.0
Number of people staying additional days: 1,000
Average amount spent per day: $100
Subtotal spent on non-event days: $100,000
Total Estimated Incremental Spending: $7,610,000
8) What return on investment should the Town of Vail expect?
2012 Town of Vail Estimated Return on Investment
Town of Vail Investment $85,000
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. $200,000
Return on Investment through Media, PR and
Event Related Impressions alone: 1.4-to-1
Est. Incremental Room Nights Generated 25,000
Incremental Spending Generated $7,610,000
Tax Receipts (Sales - 4%, Lodging-4%) $304,400
Return on Investment through Incremental Spending
in the Town of Vail: 2.6-to-1
BUDGET
1) Detailed event budget, including all anticipated revenues and expenses.
2012 Event Income Statement (Pro Forma)
Revenues:
CSE Contribution $85,000
Sponsorship 80,000
F&B & Stein Sales 65,000
Total Revenues 230,000
Expenses:
Event Site:
Permits 1,275
1,275
Event Equipment & Rental Expenses:
Food & Bev. 25,000
Signage, Kids Activ., Steins, Decorations, Supplies, etc. 27,000
Rental Items (dumpsters, porta potties, etc.) 21,000
Bands, Stages, Sound 60,000
133,000
Manpower & Related Expenses:
Labor/Announcers 15,000
Town of Vail Police, Security 20,000
35,000
Public Relations/Marketing/Advertising:
Public Relations 4,000
Advertising/Marketing 17,000
21,000
Administrative:
Proposals/Insurance/Supplies/Phone/Postage 18,000
Management Fee 15,000
33,000
Sponsor Relations:
Lodging/Entertainment/Gifts/Transportation 5,000
5,000
Total Expenses: 228,275
Net Income:
(loss)
$1,725
2) What percentage of the total event budget is CSE being asked to fund? 37%
3) 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.
4) Should the CSE decide not to support this event, will it still occur? No. As seen in the past, the financial
risk is simply too great.
5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget?
80,000
6) What percentage of the total event budget do you expect the event itself to generate? 29%
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 for Highline and to
the TOV.
8) Do you anticipate requesting funding from the CSE next year? Yes X No _____
If yes, in what amount? 37% of the total event budget.
ADDITIONAL REQUIRED 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 inclusions and
through phone inquiries via phone directing public.
2) Marketing plan and detailed explanation of potential for sponsorships and media exposure.
Marketing Plan
An extensive, traditional media campaign will be run for the event featuring outdoor, print, radio and
television. The campaign will focus on the following media outlets in the front-range and Vail Valley…
An estimated $100,000.00 in media value will be delivered by this integrated campaign.
A strong regional PR campaign will key on the Oktoberfest good times. The campaign is expected to
generate over $100,000 in equivalent media exposure.
Oktoberfest will once again feature a stand-alone web site offering schedules, news and event pics.
Facebook, Twitter and direct broadcast emails will be targeted to our audience.
Numerous collateral and competitor materials will be posted and disseminated throughout the Colorado
target region including 4-color 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 Vail Oktoberfest a success. Additionally, a full-out media
blitz will be implemented to generate mass media impressions.
3) Previous year's event evaluation, including income and expense statement (if existing event).
Vail Oktoberfest included two full weekends, the event took place September 9-11 and September 16-18, 2011,
of oom-pah-pah parties in Lionshead and Vail Village. Emulating one of the largest celebrations in the world,
the streets of Lionshead and Vail Village were filled with beer, bratwursts, live music and dancing...making it
one of the very largest party all year in Vail. German spirit was ever-present during six days filled with Bavarian
tunes, yodeling and alpenhorn blowing, and popular activities such as the Klement’s Bratwurst Eating
Competition and Beck’s Adult Keg Bowling Contest.
Some of the strengths and weaknesses are as follows:
Strong sponsorship – Vail Oktoberfest was presented by Beck's, Town of Vail, Jagermeister and
Arrowhead Water and sponsored in part by Sonnenalp Resort of Vail, Klement’s Sausage Company,
LOKI Gear, Ace Hardware, Sports Authority, Sterling Affair, Vail Daily, TV8 and KZYR the Zephyr.
Estimated attendance/visitors in Vail during the weekend of Vail Oktoberfest 40,000, it was the third
best in the 8 years we have produced it.
It was a festive and well-mannered audience.
There was a strong mix of food and beverage options and several new restaurants joined this year.
The event sponsorship grew for 2011.
The Kids Entertainment was enhanced with the inclusion of a Bounce House but we can see the addition
of a children’s craft area in addition to the entertainer tent for next year.
The Oktoberfest Fun Run was well attended and raised much needed funds for the Children’s Garden of
Learning.
We were not as lucky this year with the weather in comparison to the sunny skies in 2010.
2011 Event Budget is not available as of compilation. Expected completion by 10/31/11
4) Past or projected demographics of event attendees and spending.
2012 Projected Demographics
Vail Oktoberfest’s audience is expected to attract the older and typical of the much sought after high-end, high-
consuming Vail audience. The event is created to capture a wide range of customers to include young singles
(21+) as well as couples and families. We anticipate the average age will be 45 with HHI of $150,000++.
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
Stephen Connolly, Account Director
Jim Nagy, Account Manager
Laurie O’Connell, VP of Sales
Kelly Paton, PR Director
Kelli Brausch, Controller/CPA