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HomeMy WebLinkAboutSNOWDAZE_CSE_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 SNOW DAZE PROPOSED DATE(S): December 3-9, 2012 AMOUNT OF CASH FUNDING REQUESTED: $100,000- 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) Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 o E-Mail Address: jeff@gohighline.com o Website address: www.vail.com/snowdaze 5) Number of years your organization has been in business __14____ 6) 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! 7) 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 Event: Vail Snow Daze - Vail’s season opening bash which is the Vail Valley’s kick off to the winter snowriding season. A full-blown week of on and off-snow events, concerts, street parties and special events. 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? __X__Yes ____No If yes, please explain: Portions of the event will take place on Vail Mountain 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 at these same concerts. 5) Is this a: New event _ X__ Existing event X Number of years in existence: 6 Location(s) of event in previous years: As proposed for the 2011 event 6) People:  Number of participants (athletes, artists, exhibitors, etc.) anticipated: 200  Number of volunteers needed 25 Number of event staff 75  # of spectators/event attendees anticipated: 100,000 during the event period o Local 20% o In-state (non-local) 20% o Out of State 60% 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 Snow Daze 2012 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 100,000 Those who came just for the event: 60% Those staying in Town of Vail lodging: 70% Average nights stay in Vail: 3 Total Incremental Room Nights: 63,000 (2ppl/room) Incremental Spending Estimated attendance per day: 14,286 Average amount spent: $200 Event Days: 7 Total Incremental Spending: $20,000,000 Average lodging price per night: $150 Incremental room nights: 63,000 Subtotal spent on lodging: $9,450,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 5,000 Average amount spent per day: $300 Subtotal spent on non-event days: $1,500,000 Total Estimated Incremental Spending: $30,950,000 8) What return on investment should the Town of Vail expect? 2012 Town of Vail Return on Investment Town of Vail Investment $100,000 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. $500,000 Return on Investment through Media, PR and Event Related Impressions alone: 400% Est. Incremental Room Nights Generated 63,000 Incremental Spending Generated $30,950,000 Tax Receipts (Sales - 4%, Lodging - 4%) $1,238,100 Return on Investment through Incremental Spending in the Town of Vail: 11 to 1 BUDGET: 1) Detailed event budget, including all anticipated revenues and expenses. 2012 Vail Snow Daze Projected Budget 2) 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. 3) Should the CSE decide not to support this event, will it still occur? No 4) What percentage of the total event budget is CSE being asked to fund? 13% 5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 80% 6) What percentage of the total event budget do you expect the event itself to generate? 7% 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 and to the TOV and Vail Resorts. 8) Do you anticipate requesting funding from the CSE next year? Yes X No _____ If yes, in what amount? 100,000 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 national magazines, such as Rolling Stone, and newspaper print ads, billboards, website, posters, handbills, social media and more. 2) Marketing plan and detailed explanation of potential for sponsorships and media exposure.  An extensive, traditional media campaign will be run for the event featuring print (newspaper and magazine), radio and television. The campaign will focus on national, regional and local media outlets. Over $250,000 in media value is expected to be delivered by this integrated campaign.  A national, regional and local PR blitz will be launched for the 2012 Vail Snow Daze event. The campaign is expected to generate over $250,000 in equivalent media value.  Vail Snow Daze will push the new media envelope with Facebook, and Twitter.  Dedicated event websites will support the event. In addition to these stand-alone sites, the event will also receive a great deal of play on Vail Resort’s websites www.snow.com and www.vail.com.  Direct broadcast emails and standard mailings will be sent to lists, including those owned by Vail Resorts and Highline Sports, targeting our audience.  Numerous collateral and competitor materials will be disseminated throughout the region, including rack cards, 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 Snow Daze and Vail Holidaze a success. 2) Previous year's event evaluation, including income and expense statement (if existing event). 2010 Materials as the 2011 Event has yet to take place. The ’10 event was a major success. The weeklong festival returned Dec. 6-12, 2010 and celebrated the early snowriding season in Vail with a jam-packed schedule of participatory contests, parties, giveaways, on-mountain events and four amazing headliner concerts.  2010 saw the return of no-cost admission for all events and concerts surrounding Vail Snow Daze, marking the continuation of Vail Mountain’s commitment to providing FREE, first-rate entertainment for guests from all over the world. A few of the many highlights are as follows…  Marketing and PR campaigns were very successful – major coverage generated millions of impressions and well over $400,000.00 in value.  Media included television, radio, print, social media and more.  Strong sponsorship considering economic environment, including the addition of Rolling Stone Magazine.  On-mountain events included the Dummy Demolition Derby, with a complimentary chili dinner, and the popular Demo Daze and Reverb Eco Village. A concert to follow helped to drive traffic into town for the high-energy Mix Master Mike.  Four free concerts including a great mix of music genres from Mix Master Mike, Dwight Yoakam, Edwin McCain, O.A.R. and Weezer, which took place at Ford Park.  Demo Daze and the Reverb Eco Village grew in number of vendors this year.  A variety of philanthropic components enhanced the event this year, including the promotion of Roxy’s Gifts that Give Back event which also raised funds for Vail Breast Cancer Awareness Group, as well as the fundraiser for the Vail Firefighters Association where Macanudo raised $1,500 for the organization. 2011 Final Event Budget not available – (2011 Event yet to take place) 2010 Final Event Budget Vail Snow Daze Sponsorships $665,729 CSE Event Funding 53,000 Entry Fees 836 Ticket Sales (Prvt Reserved) 2,300 F&B Sales 61,488 Merchandise Sales 359 $783,712- Event Operations $34,319 Entertainment/Bands 435,507 Event Promotions - Event Advertising/Marketing - Event Merchandise/Sponsor Gifting 9,733 Event Supplies 10,257 F&B Expenses 43,496 Equipment Rental 37,358 Portable Toilets/Trash Removal 6,156 Prize Money/Appearance Fees 5,000 Public Relations 10,000 Venue Rental/Site Fees - Wardrobe/Uniforms - Event Insurance 4,850 Equipment Repairs - Bank/Credit Card Charges - Auto Expense - Pre-press/Design - Licenses and Permits 2,117 Printing and Reproduction 4,001 Office/Computer Supplies 141 Office Expenses 76 Postage & Delivery 1,014 Web Site/E-Mail 90 Event/Sales Travel 1,477 Meals/Entertainment 1,517 Event Lodging/Hospitality 21,476 Sponsor Ground Transfers - Contract Labor 4,155 Payroll Expenses 22,685 Sponsor Management/Commissions 47,625 Event Management/Project Flat fee 80,000 TOTAL EXPENSES $783,712- NET INCOME (LOSS) -0- 3) Past or projected demographics of event attendees and spending. 2012 Projected Demographics The Vail Snow Daze audience is expected to attract the family and older and typical of the much sought after high-end, high-consuming Vail audience, along with a younger demographic for weekend events. 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 40 with HHI of $100,000++. 4) 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 Manager • Stephen Connolly, Account Director • Jim Nagy, Account Manager • Laurie O’Connell, VP of Sales • Kelli Brausch, Controller/CPA