HomeMy WebLinkAboutGOG_CSE_APP12
Vail Commission on Special Events
2012 Event Funding Application
Labor Day Weekend - Vail Village
September 1-3, 2012
Applied for by:
12 Vail Rd. Suite 500, Vail, CO 81657
(970) 476-6797 xt.103
www.gohighline.com
VAIL COMMISSION ON SPECIAL EVENTS
2012 EVENT FUNDING APPLICATION
NAME OF EVENT: Gourmet on Gore
PROPOSED DATE(S): September 1-3, 2012 (includes Monday, Labor Day)
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) 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.gourmetongore.com | www.gohighline.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: TBD
Tax payer ID#: 84-1331831
EVENT DESCRIPTION:
1) Brief description of the event and its activities: A Labor Day Weekend festival of wine,
spirits, food and jazz in the streets. Featuring “Brunch on Bridge Street” on Labor Day, Monday,
September 3 from 10am-3pm
2) Describe where the event will be located within the Town of Vail: Vail Village
3) Will any portion of the event take place outside of the Town of Vail? 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 liquor boundary as well as TOV police support for
crowd control
5) Is this new or existing event? Existing; It has been in existence for 6 years; with the same
location used for the event in previous years as is proposed in 2012
6) People:
Number of participants (athletes, artists, exhibitors, etc.) anticipated: 50+
exhibitors/winemakers/restaurants
Number of volunteers needed 20
Number of event staff 30
# of spectators/attendees anticipated 30,000
o Local 15%?
o In-state (non-local) 50%
o Out of State 35%?
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 Gourmet on
Gore
2012 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 30,000
Those who came just for the event: 50%
Those staying in Town of Vail lodging: 75%
Average nights stay in Vail: 2
Total Incremental Room Nights: 22,500
Incremental Spending
Estimated attendance per day: 10,000
Average amount spent: $200
Event Days: 3
Total Incremental Spending: $6,000,000
Average lodging price per person per night: $125
Incremental room nights: 22,500
Subtotal spent on lodging: $2,812,500
Number of days in Vail not for event: 1.0
Number of people staying additional days: 5,000
Average amount spent per day: $200
Subtotal spent on non-event days: $1,000,000
Total Estimated Incremental Spending: $9,812,500
8) What return on investment should the Town of Vail expect?
2012 Town of Vail Estimated 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. $250,000
Return on Investment through Media, PR and
Event Related Impressions alone: 2.5-to-1
Est. Incremental Room Nights Generated 22,500
Incremental Spending Generated $9,812,500
Tax Receipts (Sales - 4%, Lodging-4%) $392,000
Return on Investment through Incremental Spending
in the Town of Vail: 4.2 to 1
BUDGET:
1) Detailed event budget, including all anticipated revenues and expenses.
Gourmet on Gore 2012 Pro Forma
Revenues:
CSE Contribution $75,000
Sponsorship/E
xpo Fees
65,000
Wine, Spirits, Wine Glasses,
Water (Net)
15,000
Total Revenues 155,000
Expenses:
Event Site:
Liquor -
TOV Permits 1,200
1,200
Event Equipment & Rental Expenses:
Signage, Decorations, Supplies, Uniforms, etc. 10,000
Rental Items (dumpsters, tables, chairs, tents, porta potties,
etc.)
15,000
Bands, Stages, Sound 15,500
40,500
Manpower & Related Expenses:
Labor/Announcers 20,500
Town of Vail Police, Security 8,500
29,000
Public Relations/Marketing/Advertising:
Public Relations 7,000
Advertising/Marketing 30,000
37,000
Administrative:
Sales
Commissions
10,000
Proposals/Insurance/Supplies/Phone/Postage 7,500
Management Fee 25,000
42,500
Sponsor Relations:
Lodging/Entertainment/Gifts/Transportation 7,500
4,500
Total Expenses:
157,700
Net Income
(Loss):
($2,700-)
2) What percentage of the total event budget is CSE being asked to fund? 48%
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.
5) What is the dollar amount of sponsorships from alternative sources reflected in the event
budget? 65,000
6) What percentage of the total event budget do you expect the event itself to generate?
10%
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 the TOV.
8) Do you anticipate requesting funding from the CSE next year? Yes X No _____
If yes, in what amount? $75,000
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 as well as inclusions in social media.
2) Marketing plan and detailed explanation of potential for sponsorships and media
exposure.*the below in red weren’t done for 2010, should we remove?
A targeted media campaign will be run for the event featuring print, radio and online. The
campaign will focus on media outlets in the front-range and Vail Valley. An estimated
$150,000.00 in media value will delivered by this integrated campaign.
A regional PR campaign will key on the high-end, open to the public nature of the
Festival. The campaign is expected to generate over $100,000 in equivalent media
exposure.
Gourmet on Gore will feature a stand-alone web site offering schedules, news, event pics
and more.
Tweets, Facebook messages, and direct broadcast emails will be sent to the Gourmet on
Gore target audience.
Numerous collateral 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 Gourmet on Gore a success.
3) Previous year's event evaluation, including income and expense statement (if existing
event).
EVENT OVERVIEW -
The sixth annual Gourmet on Gore, an open-air culinary wine and spirits tasting event, was once
again a huge success and experienced a number of enhancements this year. This popular event
paired world-class wines, beers and spirits with the best food from throughout the Vail Valley
and was located in the heart of Vail Village between Gore Creek Drive and Bridge Street during
the busy Labor Day Weekend, September 3 - 5, 2011. Vail Valley restaurants offered specialty
dishes, in taste-size portions, which could be paired with the wide assortment of wine, beer and
spirits being poured. There were 35 wine varietals, three beers and nine spirit brands.
Additionally, 25+ restaurant and sponsor booths. New this year, Brunch on Bridge Street brought
a fun crowd and energy to Vail Village on Labor Day, September 5. The number of wine, beer
and spirit stations was decreased slightly on Monday and there were a dozen restaurant and
sponsor booths to create a busy and vibrant event along Bridge Street and Gore Creek Drive.
• Marketing and PR campaigns were very successful in assisting with the most trafficked
Gourmet on Gore in the history of the event, bringing the right people to the weekend
long initiative.
• Media placements included radio, print and new media.
• Strong sponsorship – Moet & Chandon, Town of Vail, Stella Artois, Acqua Panna, S.
Pellegrino, Slifer Smith & Frampton Real Estate, Macanudo Cigars, Loki Gear, Vail
Daily and KZYR the Zephyr.
• Estimated attendance/visitors in Vail during the weekend of Gourmet on Gore was
30,000+
• Numerous restaurant vendors reported that 2011 was the best Gourmet on Gore with a
great looking venue and increased sales from 2010.
• A new logo was created for 2011 along with art was created by Carrie Fell which was
used in conjunction with the event poster. We received a lot of positive feedback
surrounding the complimentary poster and poster signings.
• The green initiatives play a key role in this unique culinary event and Highline is proud of
the recycling efforts at this event with such high attendance and participation from
multiple restaurant vendors.
• Highline made strong efforts to drive composting and recycling throughout the venue
given the amount of education and interest in recycling and composting of the attendees.
• The venue was clean and classy, with all white tents and a matching Gourmet on Gore
color palette for linens, etc.
• Gourmet on Gore not only offers a unique culinary/tasting experience at affordable prices,
but also a fun resort experience, sense of community and increased quality of experience
for guests and residents during a holiday weekend.
• The addition of Brunch on Bridge Street on Monday gave guests a reason to prolong their
stay in Vail.
• There was a strong mix of food and beverage options and a many new participants joined
this year with booths including Matsuhisa Vail, DRY Soda, Linda Jean’s Coffee Beans,
Burton’s Maplewood Farms and a variety of wine brands.
• Brunch on Bridge Street had a great variety of restaurants and breakfast-inspired items,
but feel there would be more of a brunch feel if additional restaurants were involved with
a lunch item to increase restaurant participation and the number of booths.
• The Brunch on Bridge Street venue was smaller than the Saturday/Sunday event but was
still very lively. For 2012 we will consider a later start and finish time.
• We are proud of the community partnership with a variety of non-profits to complement
the green efforts, Kids Culinary Corner and special event promotion. The following
participated this year: Habitat for Humanity, Snowboard Outreach Society, Rotary Club
Rubber Duck sales and Sera Schools.
• Several restaurants experienced extreme success, which included selling out of food and
gaining strong reservations for the weekend as a direct result from the event. Matsuhisa
Vail, a new restaurant in Vail, increased their reservations to 240 as a direct result from
the event.
• In some cases, restaurants still need to prepare more food to last the duration of the
Saturday through Monday event.
• The children’s activities expanded to three tents with a variety of activities and was a
huge hit among our chefs in the making. Tying in with local entities proved successful
with the musical instrument making station with Sera Schools, Cookie Decorating by
Rimini and the opportunity to decorate their own Gourmet on Gore chef hat.
• We see continued opportunity to enhance the event by working with area organizations to
enhance the Kids’ Culinary Corner and also to increase tasting events outside of the
Gourmet on Gore schedule.
Detailed 2011 event budget, including all revenues and expenses. *Not complete as of compilation. Expecting to closer out final 2011 budget by 10/31/11.
4) Past or projected demographics of event attendees and spending.
2012 Projected Demographics
Gourmet on Gore is expected to attract 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 35-40 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 Manager
Katie Tille, Event Manager
Missy Johnson, Sponsorship Manager
Kelly Paton, PR Director
Jim Nagy, Account Manager
Stephen Connolly, Account Director
Laurie O’Connell, VP of Sales
Kelli Brausch, Controller/CPA