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Home My WebLink About2012 TOV CSE Funding Request- FINAL 2012 Event Funding Application | Richard tenBraak VAIL AUTOMOTIVE CLASSIC 2012 WHEELS AND WINGS SHOW Town of Vail Commission on Special Events 2012 Event Funding Application Name of Event: 2012 Vail Automotive Classic Date of Event: Sunday September 9, 2012 7:30 AM – 9:00 AM loading 9:00 AM -3:00 PM open to public viewing Funding Request: Town of Vail Event Permit $ 50.00 Banner Permit $ 50.00 Banner production $ 600.00 Event Liability Insurance$2 / $4 million $1,800.00 Volunteer meals and t-shirts $ 250.00 Directional and pedestrian signage $ 600.00 TOTAL REQUEST: $3,350.00 This funding request of $3,350.00 represents our expenses directly related to the cost of producing this event in Vail village. This does not include any marketing costs that we incur to promote Vail. Producing Entity: Vail Valley Concours, LLC. d/b/a Vail Automotive Classic President: Doug Landin Person completing application: Richard tenBraak, Board Director Business address: Vail Valley Concours, LLC. d/b/a Vail Automotive Classic P.O. Box 6500, Vail, Colorado 81658 Contact information: info@vailautomotiveclassic.com, (970) 376-1299 Website: www.vailautomotiveclassic.com Number of years in business: 2 years Mission Statement We strive to present our passion for the art of the machine through exceptional automotive and aviation events that are befitting the world class resort in which we live, work and play. We are a community based organization hosting hallmark events that complement the Vail Valley’s already outstanding cultural venues. We are committed to benefitting local charities and providing fun and dynamic outlets for their exposure. Organization’s tax status The Vail Automotive Classic is a Colorado Limited Liability Company. Although we lack non-profit status, the organization and events are run by an entirely volunteer board of directors and staff. Each year a significant portion of our proceeds go to support two local charities: Jack’s Place at the Shaw regional Cancer Center and Angels in Action. In 2010 we donated $4,000.00. In 2011 we anticipate a total donation of $6,000.00. Event Description 1) Automotive and motorcycle display in and around the Town of Vail. Vehicles will be placed in accordance with local business and emergency needs, on Gore Creek Drive, Bridge Street, Vista Bahn Skier Yard, and Mountain Plaza. 2) This event is scheduled for Sunday September 9, 2012 to take place within the Town of Vail. 3) Yes: Part of this event will take place outside of town. This will be the second day of a two day event. The first day will be at Vail Valley Jet Center. 4) No additional town of Vail in-kind services will be needed. 5) New event in 2010, now a third year event in 2012. In 2010 and 2011 vehicle display was held on Gore Creek Drive, Bridge Street and Mountain Plaza (Vista Bahn skier yard). 6) People: Participants: 2010: 48 vehicles on display in Vail Village (70 participants) 2011: 72 vehicles on display in Vail Village (146 participants) We anticipate that in 2012 we will meet maximum capacity of approximately 100 vehicles and 150 participants. Number of volunteers & event staff: 2010: 4 volunteers + 8 volunteer board members, for a total of 12 people whom assisted with staging, directing and parking the vehicles. 2011: 8 volunteers + 8 volunteer board members whom assisted with staging, directing, parking and watching over vehicles. We estimate that in 2012 we will need about 12 volunteers and the 8 Board members, for a total of 20 people to assist with staging, directing, parking and the securing of the vehicles. Total Number of Spectators: Approximately 7,500 people walked through Vail village each year to view the vehicles. The biggest attribute of the Vail Automotive Classic taking place in the Vail village is that it allows us to contribute to the flow of pedestrians around the town. Of the vehicles shown, about 42% were from Eagle County, 53% were from with-in the state (excluding Eagle County) and 5% were from outside of the state. Please see attached Marketing Summary with demographics, ad and PR reach, social media report and promotions information. Benefits to the Town of Vail Improved pedestrian circulation throughout Vail Village : In both 2010 and 2011 the addition of the automotive display has balanced the Farmers Market, leading pedestrian traffic up through the village up to the Vista Bahn and across Meadow Drive to the International Bridge. Correspondingly this generates additional merchant exposure and awareness of the Vista Bahn base area. Incremental room nights and spending: In 2010 we know that we had over 35 room nights directly related to the Vail Automotive Classic. In 2011 we had over 50 room nights. Estimated cost per night is an average of $120.00, for a total impact of $6,000. It is our goal to continually generate additional room nights for the community in 2012 and expanding the number of available hotel package offers from three to five. These are promoted via our press releases, social media outlets including Facebook, Twitter, YouTube and Flickr, website (www.vailautomotiveclassic.com), internet listings, participant information packets, sponsor packets, and through other marketing pieces. Going into 2012 we are projecting 100 room nights at an average of $135 per night, for a total lodging impact of approximately $13,500.00. Participants and staff in town totaled 100 people on Sunday, September 11. Each individual averaged spending of approximately $50 that day in dining and retail, for a total impact of $5,000.00. We expect that in 2012, 150 people to spend approximately the same amount per day in dining and retail, for a total impact in 2011 of $7,500.00. Vail Village shop and restaurant owners spoke of unusually high sales on this day, including Sheika Gramshammer, who said it was her restaurant’s best day of the summer. In 2010, approximately 7,000 spectators spent approximately $20 per person on food, drinks or shopping that day, for a total impact of $140,000 in sales. In 2011, spectators spent approximately $30 per day, which is and estimated 30% increase over 2010, for a total impact of approximately $225,000. We anticipate that 8,000 spectators will spend approximately $40 per person on food and retail in the Town of Vail, for an estimated impact of approximately $320,000. Through VAC’s promotion of the Town’s amenities and facilities through its sponsorship, we estimate the spending impact in 2012 to be approximately $238,500 Summary: 2011 Room Nights and spending impact: $236,000 2012 Expected Room Nights and spending impact: $341,000 Return on investment: Promoting this event through the Vail Local Marketing District as well as through our marketing agency, KTC Consulting, LLC, we expect to reach an audience of approximately 200,000 car enthusiasts, tourists, and regional travelers, including participants and spectators, via internet marketing, email campaigns, and press releases. We expect to reach nearly 2,000,000 members of the public through an improved public relations/media campaign to begin in April, 2012. Budget: Please see attached. FOR CSE USE ONLY: EVENT NAME: _________________________________________________ PROPOSED DATES: _____________________________________________ Funding in the amount of ___________ was approved by the CSE on (date) __________. Subject to the following conditions: ________________________________________________________________________ ______________________________________________________________________________ _________ ______________________________________________________________________________ _________ ______________________________________________________________________________ _________ ___________________________ ________________________________________________________________________ Signature: CSE Coordinator_______________________________________________ Signature: Applicant_______________________________________________________ 2011 Vail Automotive Classic. All Rights Reserved. 1 Confidential. 2011 Marketing Summary Demographics Participants Total Participants: 195 registered vehicles 146 autos 8 motorcycles 34 aircraft 7 custom car transporters 3% Age 20-25 42.6% from the Vail Valley Median Income: $175,000+ 18% Age 26-45 52.8% from Colorado* 79% Age 45+ 4.6% from Outside Colorado * Colorado participants: 25 From Denver/Boulder 8 from Colorado Springs 4 from Ft. Collins 4 from Steamboat Springs 24 from Western Slope 2 from Sterling 5 from Summit County 17 from Aspen/G Springs 2 from Leadville Spectators Saturday Attendees: Approximately 4,500 Sunday Attendees: Estimated 7,500 in Vail Village 10% Age 13-25 65% from the Vail Valley Median income: $120,000+ 35% Age 26-45 24% from other areas of Colorado 30% Age 45+ 1% from other states 25% Age 0-12 Advertising Reach Newspaper Vail Daily Average daily distribution: 15,000 # of ads run: 27 Total reach: 405,000 impressions Television Plum TV TV8 # of Spots 1 12 Spot length: 4 minutes 2 minutes # of spots aired: 20 28 Average daily viewership: 800 2,000 Demographics: Median Income: $147,000 48,000 subscriber base/HH/rooms 69% Age 25-54 55 mile broadcast reach 54% Male/46% Female 62% Ages 31-55 2011 Vail Automotive Classic. All Rights Reserved. 2 Confidential. Television (Cont’d) Plum TV TV8 Median net worth $2.2 million 61% Annual Income $100,000+ (30% $250,000+) Social Media: 8 Videos on YouTube (see TV8 Channel) Total Reach: Approximately 16,000 Approximately 115,500 Radio KZYR The Zephyr # of Spots: 75 Spot Length: :30 Average daily listenership: 12,000 Target/Demographics: Age 25-55 Total Reach: 900,000 Facebook # of Ads: 5 Reach: 589,252 Date Range: July 1 – September 11, 2011 Total Audience Targeted: 32,415,300 Total Impressions: 1,189,793 Average Cost per 1,000 impressions: $0.49 Total Clicks: 773 Average Cost per Click: $0.73 Connections: 738 Cost per Connect: $0.75 Internet Marketing Website Online Registrants: 114 of 146 autos / 9 of 34 aircraft Google Analytics August 1 – September 30, 2011 Total Visits: 2,386 Bounce Rate: 37.85% Pageviews: 8,002 New Visits: 66.77% Average Pages/Visit: 3.5 Average Time on Site: 4:28 minutes Top 5 Online markets: Colorado (1,854), California, Texas, Florida, New York, Arizona Top CO Cities: Denver, Vail Valley, CO Springs, Boulder, Grand Junction Traffic Sources: 27.89% Direct | 30.41% Referring Sites | 41.7% Top Referring Sites: Facebook, Carshownews.com, Ferrari of Denver, Ferrarichat.com, VisitVailValley.com Top Content: Home page, Schedule of Events, Vail Village Car Show, Auto online registration, Photo gallery Social Media Facebook Twitter Flickr YouTube # of Followers 886 108 6 albums posted Set up channel Jan 2012 See Facebook ad summary and demographics attached hereto. 2011 Vail Automotive Classic. All Rights Reserved. 3 Confidential. Public Relations and Promotion Five press releases were sent out to a list of over 200 local and regional media outlets, industry publications and websites, and travel and tourism media outlets, both online and in print. One press release, announcing Race Central Media as a sponsor on September 7, was distributed to over 1,500 members of the press via Race Central Media’s distribution database. Major sponsors ($2,500+) were listed in every press release. The following is a summary list of media coverage. The search for “2011 Vail Automotive Classic” on Google produced over 253,000 results. Vail Daily – 5 articles, one cover story, two cover shots (in print and online) Eagle Valley Enterprise – one cover story, one cover shot (in print) The Daily Weekly – two stories, one cover shot, editor’s commentary (in print) KZYR, Plum TV and TV8 – see above Backfires.carandriver.com – article posted September 3, 2011 Mountain Weekly – article posted September 9, 2011 Bigwestracing.com – article posted September 7, 2011 Rocky Mountain PBS.com – event listing Other Online listings/mentions: Motor Trend Radio Motor Trend Magazine Race Central Media Blog.visitvailvalley.com News.ridecme.com Realvail.com Web.Vail.net (home page feature) Vail.com Several Vail Valley lodging properties Examiner.com Carshownews.com Ferrarichat.com Vail.com Californiacarclubs.com www.caranddriver.com Gjsportscars.com Carshowfinder.org Flyincalendar.com Leftlanelife.com Coloradocarenthusiast.com Vail.whattodo.info Shows.seriouswheels.com Ferrari101.com Shelby.mustangcar.net Interceder.net Sportscfardigest.com www.mtnweekly.com denvercarclub.com Eastwestbeavercreek.com 6speedonline.com www.myclassicmotorcycles.net classiccars.com Snow.com www.autoweek.com www.zvents.com blog.vail.whattodoinfo.info www.kleimer.com www.vailpm.com www.hoffmanwestareainfo.com www.eaglelodgecolorado.com www.greenbridgeinn.com www.vailvalleypartnership.com www.destinationhotels.com www.bergrealestate.com www.slifer.net www.inspiratoblogs.com www.visitavoncolorado.com www.glozal.com www.destinationresortsvail.com vail.whattodo.info www.theredlion.com www.norcalminis.com Google+ www.motionu.com www.christiania.com www.autoera.net www.evergreenvail.com Motor Trend Radio Motor Trend Radio host Alan Taylor, a nationally renowned automotive expert and media personality, hosted his weekly Saturday morning radio show live from the Vail Automotive Classic on Saturday, September 11. 2011 Vail Automotive Classic. All Rights Reserved. 4 Confidential. Show Motor Trend Truck Trend MT Classic Terrestrial Information Air Time 6-7am PST 7-8am PST 8-9am PST Stations 49 61 63 Markets* 126 91 93 Cume 676,422 488,527 465,053 AQH 90,399 65,288 62,418 Magazine Information Circulation 1,134,565 72,160 coming soon Readers 8,032,000 541,200 coming soon Facebook Posts: 4 (September 9-12) including 1 photo and each radio broadcast 350 Fans Website All three shows posted http://www.motortrend.com/multimedia/mtradio/ *Markets reached all 50 states. Detail can be provided upon request. Race Central TV Data to be provided at a later date. PROMOTIONS Posters: Posters were distributed throughout the Vail Valley in over 300 storefronts and business locations. Giveaways: The Vail Daily and KZYR gave away tickets to the public for Saturday’s event as a way to promote the events. 5 items were raffled off to participants and members of the public at Saturday’s event, including a Vail Resort ski pass, a pair of Liberty Skis, a 2 year subscription to The Rodder’s Journal, $1,000 in tires from Meadow Creek Tire, a $500 gift certificate to Pedal Power, and swag from Busted Knuckle Garage. The Rodder’s Journal, with readership of over 2,500 subscribers nationwide for its luxury hot rodders magazine, provided two 2-year subscriptions and other swag for our giveaway on site. 2011 Vail Automotive Classic. All Rights Reserved. 5 Confidential. Email Campaigns Campaigns Sent: 14 Dates: September 1 – 17, 2011 Audiences: Participants (124) / Sponsors (42) / Special Guests/VIPs (56) / Media VIPs (42) Average Open Rate: 47.36% Average Click Throughs: 5.37% We anticipate in 2012 doing monthly newsletter email campaigns to fans, participants, sponsors and special guests in addition to those set forth above. Vail Automotive Classic 2012 BUDGET for Funding Request Town of Vail 2011 Vail Automotive Classic. All Rights Reserved. Confidential. Sunday September 9, 2012 Vail Village, Vail Colorado Income Ticket Sales *$0.00 Participant Vehicle fees **$0.00 CSE Funding Request$3,350.00 Total Income$3,350.00 Expenses Town of Vail Permit Application50.00$ Town of Vail Banner Application50.00$ Event Insurance ***1,800.00$ Bridge Street Banner600.00$ Volunteer Meals (10)10.00$ 100.00$ Volunteer t-shirts (10)15.00$ 150.00$ Directional / Pedestrian Signage600.00$ Advertising$0.00Paid by VAC and partners Public Relations$0.00Paid by VAC and partners Total Expenses3,350.00$ Net Income / Loss$0.00 * there are no tickets for event, open to the general public ** No participant fees to display vehicles in Vail Village *** $2 million general aggregate plus a $2 million umbrella event insurance policy (as required for holding an event in Vail) Vail Automotive Classic car display in Vail Village is a free event open to the general public. In return, the VAC asks for the Town of Vail to help offset a portion of the direct expenses associated with the event. The Vail Automotive Classic will be responsible for all promotion, advertising and event execution.