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Home My WebLink AboutVailSoulApplication2012Vail Soul Music Fest* pg 1 of 11 Presenting the VAIL SOUL MUSIC FEST* August 17-19, 2012 Vail, Colorado Submitted To: Vail Commission on Special Events c/o Sybill Navas, Coordinator Town of Vail Submitted By: Legacy Entertainment Inc. Date: October 14, 2011 All Rights Reserved: Legacy Entertainment Inc. Vail Soul Music Fest* pg 2 of 11 Enclosures: 1. Submission Letter 2. Vail Soul Music Fest Objective; Goal; Schedule; and Promotional Strategy 3. CSE Application for Funding with Budget Addendums: a. Background on Vail Soul Music Fest Team b. Marketing Plan, Research, Target Audience c. Community Focus, Festival Partners & Sponsors d. Demographic/Lodging Research All Rights Reserved: Legacy Entertainment Inc. Vail Soul Music Fest* pg 3 of 11 Alignment with Vail Brand Position ‐ Summer To the Commission on Special Events: Thank you for the opportunity to return to Vail with our Vail Soul Music Fest. As the name suggests, we are delighted to be working with Vail on this project and would like to return each year as we continue to grow and blossom. The first of its kind, we look forward to bringing a diverse line‐up of quality music to Vail and by doing so, further enhance your mission to promote Vail’s vitality, sense of community and increase the quality of experience for your local residents as well as bring tourists to your wonderful city. Our audience spans musical enthusiasts along Colorado’s Front Range and beyond. CSF is a destination music experience and will forge a new movement for the appreciation of live, conscious, “feel good” music. We attract mountain travelers and outdoor enthusiasts. Our goal is to showcase Vail as preferred destination with the unique passion inherent in the spirit of its founders. We will position our marketing to reflect the tagline: Vail Like nothing on earth. In closing thank you for your support in 2010 and 2011 and we look forward to working with the Town for many years to come. Soulfully, The Soul Fest Team All Rights Reserved: Legacy Entertainment Inc. Vail Soul Music Fest* pg 4 of 11 Vail Soul Music Fest in a Nutshell Objective To celebrate the heart of Soul Music with top musicians, empowerment seminars, workshops and cultural activities over three days and nights of performances by some of the greatest Rhythm & Blues (R&B), conscious Hip Hop, alternative Rock, Blues & Neo Soul artists from around the world. Goal To grow Vail Soul Music Fest into the largest annual destination for Soul Music and empowerment events in the country, allowing attendees to enjoy the creativity of true artists, the wisdom of conscious-minded speakers, and the outdoor festivities of our premiere destination. Schedule To hold the Festival over two and a half days during the summer season, this weekend will draw a national audience looking for a music-filled, family-friendly event to celebrate back to school with unparalleled Soul Music, celebration, fun and empowerment seminars. Promotional Strategy To apply an integrated marketing communication strategy consisting of social media, grass roots marketing, branding, public relations and advertising for Vail Soul Music Fest. We will generate national buzz through consumer and trade media outlets. Benefits to the Town of Vail As the “official host” for Soul Music and the annual destination for the Vail Soul Music Fest and through being one of the world’s leading vacation destinations, the city of Vail will benefit from the wide diversity of attendees and add a new dimension to its renowned vacation offerings. All Rights Reserved: Legacy Entertainment Inc. VAIL COMMISION ON SPECIAL EVENTS 2012 EVENT FUNDING APPLICATION DATE SUBMITTED: October 14, 2011 NAME OF EVENT: Vail Soul Music Fest (VSMF) PROPOSED DATE(S): August 17‐19, 2012 or August 10‐12, 2012 Gospel on Sunday AMOUNT OF CASH FUNDING REQUESTED: $75,000 with additional $5,000 for Gospel event on Sunday, for total of $80,000 PRODUCTION ENTITY: 1. President or Executive Director’s Name Rhonda Jackson is the President of Legacy Entertainment Inc. Vail Soul Music Fest is a subsidiary production of Legacy Entertainment Inc. 2. Name and Title of Person Completing the Application Rhonda Jackson, President 3. Business Address: Please include the physical address as well as the mailing address. Legacy Entertainment Inc., 4950 S. Yosemite, F2‐111, Greenwood Village, CO 80111 4. Contact Info: • Telephone: Main/Cell/Fax 303‐596‐9943 • E‐Mail Address 1. rhondajuly@aol.com Vail Soul Music Fest 5. Event and/or Organization WEBSITE tbd, www.vailsoulmusicfest.com (previous event) 6. Number of years your organization has been in business We have been in business for 14 years. 7. Mission Statement The mission of the Vail Soul Music Fest is to create a forum for soulful artists and quintessential music lovers, which will collectively contribute to the community and to the preservation of soul music. It is our vision to create an environment where local, in‐state, out of state and international attendees can come to listen, discuss and participate in the preservation of soulful music. 8. Organization’s tax status: • For Profit • Does the Event benefit a charity? Yes, Greater CARES Mentoring Movement • Tax Payer ID# 851520071 EVENT DESCRIPTION: 1. Brief description of the event and its activities. The Vail Soul Music Fest is a two day event full of soulful sounds and flavorful music content. In 2012, we will add gospel to the Sunday morning line‐up which will encourage participants to increase their stay in Vail. With the backdrop of the Rocky Mountains, Vail Colorado is the perfect place for this outdoor music festival. This event is created for genuine soul music lovers around the country who want to have the ultimate soul experience. Certainly, the main focus of the event is the music entertainment. Each performing artist is guaranteed to deliver a magical experience. Potential acts include classic soul band, new soul band and reggae band. Vail Soul Music Fest will delineate itself from the typical music festival by providing more than just music. This festival dedicates a certain portion of the program to Music in Community, Soul Strolling for late night attendees and Panel Discussions with artists, community leaders and celebrities. 2 Vail Soul Music Fest A daily schedule of activities is attached as addendum A. 2. Where will the event be located within the Town of Vail? Our program is structured to have two performing stages. The initial thought is to house the main stage at the Ford Amphitheater. The location for the second stage will be determined upon meeting with the Town of Vail. Will any portion of the event take place outside of the Town of Vail? If yes, please explain. Not at this time. The majority of the event will be located in the town of Vail. 3. 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, 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.) Yes. The In‐kind services we are requesting from the Town of Vail include: • Local Transportation for festival‐goers (public transit) and VIPs (Vail Cars) – transportation from host hotel to venues • Free Parking for festival‐goers during the event • Volunteers to direct festival‐goers to musical locations • Local security on fairgrounds to monitor equipment and direct local VIPs • Cross marketing support from Vail Local Marketing District/Integrated Marketing • Gospel Stage at Solaris • Tent at Lower Green 3 Vail Soul Music Fest 4. 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. The Vail Soul Music Fest is an existing event. 2012 will be the third year. 5. People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated The projected number of participants is 2,500. • Number of volunteers needed 30 volunteers needed • Number of event staff 20 people on staff • Total Number of spectators/attendees anticipated and estimate: • Local 10% local Vail residents • In‐state (non‐local) 60% Colorado residents • Out of State 30% out of state attendees 6. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. Our goal is 2500 festival‐goers for the Vail Soul Music Fest. We anticipate that 90% of these attendees will come from the Front Range and Out of State. We estimate economic impact amounting to a minimum of $350,000. Key Benefits for the Town of Vail include: • Hotel occupancy during summer season in Vail • Incremental Spending outside of Festival activities including food, clothing, recreational purchases • Financial Revenue for Local Business Owners/Clubs & Exhibitors • Branding opportunities as the “Official Host/Sponsor of Vail Soul Music Fest” • National Media Exposure through various media outlets (see marketing plan) 4 Vail Soul Music Fest 7. Return on Investment ‐‐ Economic Impact Assumption: Based on 2,500 non‐local participants/ 500 paid room nights Average Daily Hotel Room Rate is $148* 2 nights Incremental Spending (shopping, food) is $266 Total Economic Impact of Lodging: $148,000 (500rooms/ double occupancy) Non‐Lodging Revenue for 500 rooms over 2 days@ $532 $266,000 (Incremental Revenue/non room revenue) Sunday ONLY –Non‐Lodging Revenue for 200 people at $70 $14,000 (Sunday Only) or the Economic Impact is $428,000 without tax: $465,114 with tax 8. What return on investment should the Town of Vail expect? Vail Soul Music Fest is requesting $80,000 from the Town of Vail. The return on the investment amounts to 5 times the initial investment. 5 Vail Soul Music Fest ADDENDUM A: BUDGET 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses. Vail Soul Music Fest 2011 Budget TOTAL REVENUE (ticket sales, merchandise, sponsorship, in‐kind, exhibitors) $300,000 EXPENSES Production, Lighting, Sound, Venue25,000 Talent 85,000 Lodging/F&B/Decorations 25,000 Transportation (Air & Ground) 8,000 Website 5,000 Marketing and Advertising (local/national)30,000 Security/Taxes/Insurance 7,000 Survey & Photography 6,000 Contract Labor 12,000 Total Expenses/Budget $203,000 Net Contribution $97,000 6 Vail Soul Music Fest 2. Describe briefly how you will use the funds that you are requesting from the CSE. Over 90% of the funds from the CSE will be used for expense incurred in Vail. Vail Related ExpensesAmount Music Production‐Venue, Sound, Stage Design, Entertainment* Sunday gospel $35,500 (Partial cost) Local & N’tal Marketing and Advertising, Promotional Materials, Website $30,000 Client Hospitality/Lodging –National Media partners and sponsors $7,500 Local Labor $7,000 Vail Related Expenses $80,000 3. Should the CSE decide not to support this event, will it still occur? Yes, while Vail is a top consideration, we have other mountain destinations that have expressed interest. If this event is not supported by CSE, we will move to another location in Colorado or the Southwest. 4. What % of the total event budget is the CSE being asked to fund? We have asked CSE to fund approximately 40% of our budget. The total expenses for Vail Soul Music Fest are $203,000. 5. What is the $ amount of sponsorships from alternative sources reflected in the event budget? The total amount of sponsorship for this event is $150,000. 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.) 7 Vail Soul Music Fest 8 30 percent of the total event budget will be supported by event sales, merchandise and exhibitor sales. 7. If possible, would you intend to host the event in Vail beyond 2011? If yes, for how many years beyond 2011? Yes, our vision is to facilitate this event on an annual basis. 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? The request for (2012) is $80,000 approximately 40% of our budget. 3 Year Projections Item 2011 2012 2013 Attendance 1,697 2,5004,000 Sponsorship $87,500 $150,000$150,000 Revenue $57,714 $150,000$200,000 Expenses $197,725 $203,000$250,000 Profit $‐‐‐ $97,000$100,000 Vail Contribution 28% 40% 30% Ask 85,000 80,00075,000 Vail Soul Music Fest* pg 10 of 11 ADDENDUM B: VAIL SOUL MUSIC FEST 2012 Marketing Strategy Plan Marketing Plan: VSMF will continue its aggressive marketing efforts from 2011, using both paid and earned media to drive attendance. In addition we will focus more on social media and ticket giveaways for local residents of Vail. Our goal is to engage the local Vail community in a more direct way with pre-Soul Fest activities and more local marketing. Strategy for Driving Attendees to Lodging: 1. Search Engine in 2012 – provided by Vail Valley Partnership 2. Ask hotels to offer special rate for attendees of VSMF and provide research 3. Direct VSMF attendees to vail.com 4. Direct VSMF attendees to Central Reservations and get dedicated line to track pick-up 5. Vail Soul Website will list host hotels and lodging information All Rights Reserved: Legacy Entertainment Inc. Draft of Marketing & CommunicationPlan/Budget 1 | Page Q4 - 2011 Q1 - 2012 Q2 - 2012 Q3 - 2012 TOTAL ANALYST & PUBLIC RELATIONS Public Relations Strategy Consulting Press Releases TOTAL $10,000 ONLINE & WEBSITE MARKETING Online Advertising Design Facebook Ads $1000 Social Media Activation and Management $1700 Demand Generation System Search Engine Optimization (SEO) Website Development, Hosting & Updates $5000 TOTAL $7,700 EVENTS/STREET TEAM Flyer Design $200 Colorado Springs/Denver Events $300 National Brotherhood of Skiers Events trade Winter Soul Fest trade Vail Events $300 TOTAL $800 PRINT ADVERTISING Advertising Design Ebony/Jet Print Advertising Placements Vail Daily TOTAL $3500 RADIO ADVERTISING Commercial Spot Design $250 $ - $ 250 $ - $500 Los Angeles Station Omaha NE Station Kansas City Station Phoenix Station Vail Station TOTAL $3500 TV/CABLE ADVERTISING Commercial Spot Design $600 $200 Comcast Cable -BET Vail Channel 8 TV ONE TOTAL $3500 DIRECT MAIL ADVERTISING/PROMOTERS Duane Taylor VE Group National Databases Email Advertising/Database/Tickethorse TOTAL $ - $1000 Total Marketing/Advertising: $30,000