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HomeMy WebLinkAbout2012 RFP America Days Combined DRAFT TOV/CSE “Vail America Days” RFP Page 1 of 6 November 15, 2011 Request for Proposals: “Vail America Days,” July 4, 2012 Attached are an application and guidelines for producers of Special Events who have an interest in producing Vail’s iconic Independence Day celebration on July 4, 2012. The Vail Commission on Special Events (CSE) has budgeted $50,000 to fund this event. Why: Increased expectations for this event which represents the pinnacle of Vail’s summer events, and is the busiest single day of the year normally attracting upwards of 40,000 people. The Town Council, the Vail Local Marketing District Advisory Council (VLMDAC) and community members have all expressed that the bar needs to be raised on this event. What? • Community Parade: the traditional route from Golden Peak through the LionsHead Mall, kicking off Vail’s 50th Anniversary Celebrations o Announce the parade theme by April 1. o Offer a cash prize for the best entries- perhaps in 2 or 3 categories (in 2012: theme based on the 50th Anniversary celebration) o Establish criteria for participation, particularly from business entries: must have a theme related “float”- not just balloons and a truck with the business name. • “After Parade” opportunities in both Vail Village and LionsHead that will keep people in town all day. Possibilities include: food festival area, kids activity zones, live music, a “County Fair” style venue with jam/pie contests, horseshoes, petting zoo, pony rides, etc. • Vail Store: annually themed t-shirts, “Vail” merchandise • Evening concert featuring a headliner band appealing to all ages leading up to the Fireworks Display • Fireworks: Golden Peak at sundown- 20 minutes minimum TOV/CSE “Vail America Days” RFP Page 2 of 6 • A revamped “look” and marketing plan that is compatible with Vail’s world class brand • More marketing, earlier. Make sure information cards are disseminated a minimum of two weeks in advance, increase the supply. More frequent and larger exposure in the Vail Daily in the three weeks leading up to the 4th. Sponsorships are Key! This is the biggest day of the year in Vail, Colorado, attracting upwards of 40,000 visitors and should be a viable sponsorship opportunity. Sponsorships should be sought to augment the $50,000 Town of Vail’s contribution. We believe there is the potential for up to $50,000 in sponsorships. Some suggestions include: o Secure a major sponsor to underwrite the Fireworks and/or the concert o Volvo? (TOV or VVF help facilitate) o Local businesses and organizations o Work with the Vail Valley Foundation to secure tickets (150?) for the Patriotic Concert as collateral for sponsors (TOV can help facilitate) o Goodie bags for distribution during the parade- include coupons, sunscreen, flags, chapstick, etc. logo on the bags: pay to participate o VIP Parking at the Municipal Parking lot? Valet parking area? Producers should submit the required information electronically in PDF format, plus 1 hard copy (unbound on 8 ½ x 11 size, minimum 30% PCW paper), to the Commission on Special Events no later than 5:00 p.m. on Monday, January 9, 2012. Qualifying applications will be reviewed by the CSE at their regular monthly meeting on Wednesday, February 1, 2012. Please address any questions to: Sybill Navas, Coordinator, Commission on Special Events E-mail: specialevents@vailgov.com Phone: 970.477.3551 or FAX: 970.479.2157 TOV/CSE Vail America Days 2012 RFP: Guidelines and Application Page 3 of 6 Town of Vail: Commission on Special Events 2012 Event Funding Guidelines Our Values: Integrity~Collaboration~Accountability~Respect The mission of the Vail Commission on Special Events (CSE) is to support and assess a diverse collection of special events, both large and small, which promote Vail’s economic vitality, sense of community, and increase the quality year-round of the experience for guests and residents. To qualify for funding review, events must support the CSE’s strategic priorities and meet the following requirements:  The event(s) must take place predominately within the Town of Vail.  Applications must be complete, providing all information and attachments requested on the application form. Incomplete applications will not be reviewed.  Applicants must request a specific dollar amount and a brief explanation of how the requested funds will be utilized.  Funding allocations will be made directly to the entity whose name appears on the application. All Town of Vail permits and documentation required for the production of the event must be filed under the name of the event producer as it appears on the funding application. The CSE will measure events using the following criteria: (Attachment A: Special Event Rating Grid)  Alignment with the “Vail Brand” and the target market as defined by the Vail Local Marketing District (Please see “Attachment B” for a description of how this is defined.)  Potential for positive economic impact to the lodging, restaurant and retail sectors of the community, with the highest priority given to events that drive destination guests  Opportunity to leverage funding with sponsorships and/or media exposure so as to “stretch” the impact of the CSE’s contribution  Experience and qualifications of the event producer, as well as a demonstrated commitment to share the values of the CSE and the Town of Vail Event Review Committee (ERC)  Contribution to Vail’s “Sense of Community” For more detailed information regarding the criteria used by the CSE to evaluate the potential of event proposals, please review the “Vail Commission on Special Events Strategic Plan,” which can be accessed on-line at www.vailgov.com, click “Special Events.” The plan can be found on the Commission on Special Events web page. In consideration of the receipt of funds from the CSE, the Event Promoter shall agree to: • Comply in a complete and timely manner with all Special Event Permit requirements of the Town of Vail • Insure that the event is listed on the online community event calendar • Meet with representatives of the Vail Local Marketing District: o To ensure compliance with the “Vail Brand” on any and all promotional materials associated with the event TOV/CSE Vail America Days 2012 RFP: Guidelines and Application Page 4 of 6 o To understand and be poised to take advantage of any and all marketing or PR opportunities that the VLMDAC may provide • Agree to the placement of the Town of Vail logo on marketing and promotional materials associated with the event as appropriate to the level of sponsorship • Provide the CSE with copies of any film or photographs from the event for the purpose of promoting the Town of Vail Accountability: All event producers receiving funding will be expected to present to the Commission on Special Events within 60 days of the close of their event a written, post-event follow-up document which must include:  A detailed event budget showing actual profit and loss numbers, cash vs. in-kind sponsorships and an explanation of how the CSE funding was utilized  A complete explanation of how potential attendees were directed to book lodging, the estimated number of room nights generated, and the mechanism that was used to track these bookings  Survey results showing the estimated effect on the following, per the CSE Criteria: o Attendance numbers and demographic profile o Estimated benefits to the local economy o Visitor Intent to Return  A detailed overview of the marketing that was implemented to promote the event  Estimated Return on Investment (ROI) to the Town of Vail  An overview outlining the event’s strengths and weaknesses: specifically, what went well and what measures could be taken to improve the event  Potential for growth and the development of sponsorships and media exposure  How did the event impact Vail’s Sense of Community?  “Green Events:” What initiatives were taken to insure compliance with the Town of Vail’s commitment to environmental sustainability?  For existing events, an overview of how the event fared relative to previous years Please see Attachment C: “Guidelines for Post-event Recaps for All Events Receiving Public Funding” for a more detailed explanation. Unless otherwise specified in the contract, CSE funds will be distributed per the following formula:  1/3 of the amount upon the signing of a contract stipulating the terms of the CSE’s funding allocation  1/3 of the amount upon receipt of an invoice from the event producer, accompanied by verification of the placement of advertising for the event and the submittal of a complete Special Event Permit Application (if applicable), which is due a minimum of 45 days prior to the start of the event  1/3 of the amount upon receipt of an invoice from the event producer following the completion of the event and the CSE’s approval of the final post-event review presentation TOV/CSE Vail America Days 2012 RFP: Guidelines and Application Page 5 of 6 VAIL COMMISSION ON SPECIAL EVENTS 2012 FUNDING APPLICATION  NAME OF EVENT  PROPOSED DATE(S)  AMOUNT OF CASH FUNDING REQUESTED  PRODUCING ENTITY 1. President or Executive Director’s Name 2. Name and Title of Person Completing the Application 3. Business Address: Please include the physical address as well as the mailing address. 4. Contact Info: • Telephone: Main/Cell/Fax • E-Mail Address 5. Event and/or Organization WEBSITE 6. Number of years your organization has been in business 7. Mission Statement 8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit* • Non-Profit (501C-3), or Not-for-Profit (501C-6) organizations, please attach current State Department of Revenue Certificate with this application. • Does the Event benefit a charity? If yes, please name the beneficiary.  EVENT DESCRIPTION 1. Description of the event and its activities 2. Where will the event be located within the Town of Vail? 3. Will any portion of the event take place outside of the Town of Vail? If yes, please explain. 4. 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, police services, 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.) 5. People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated • Number of volunteers needed • Number of event staff • Total Number of spectators/attendees anticipated and estimate: o % Local o % In-state (non-local) o % Out of State 6. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated 7. What return on investment should the Town of Vail expect? TOV/CSE Vail America Days 2012 RFP: Guidelines and Application Page 6 of 6  BUDGET 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses. 2. What % of the total event budget is the CSE being asked to fund? 3. Describe briefly how you will use the funds that you are requesting from the CSE. 4. What is the $ amount of sponsorships from alternative sources reflected in the event budget? 5. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) 6. If possible, would you intend to host the event in Vail beyond 2012? If yes, for how many years beyond 2012? 7. 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?  ADDITIONAL REQUIRED ATTACHMENTS 1. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a description of how you will track the number of lodging nights generated 2. Marketing plan and detailed explanation of potential for sponsorships and media exposure 3. Past or projected demographics of event attendees and spending 4. Organization rosters naming:  All officers and respective positions  Board of Directors and positions The CSE appreciates the inclusion, in electronic format please, of any additional support materials such as DVD’s, programs, news articles and other printed materials. For additional information contact CSE Coordinator, Sybill Navas at 970.477.3551, or by e-mail at specialevents@vailgov.com Applications must be received no later than 5:00 p.m. on Monday, January 9, 2012. SUBMIT YOUR APPLICATION ELECTRONICALLY IN PDF FORMAT, PLUS 1 HARD COPY OF THE COMPLETED APPLICATION (formatted so as to be easily copied, i.e. unbound, 8 ½ x 11 size, minimum 30% PCW paper) AND REQUIRED ATTACHMENTS TO: Vail Commission on Special Events, C/O Sybill Navas, Coordinator Town of Vail, 75 S. Frontage Rd., Vail, CO 81657 specialevents@vailgov.com Qualifying applications will be reviewed by the CSE at their regular monthly meeting on Wednesday, February 1, 2012. ATTACHMENT A: Criteria for allocation of special event funds Revised July 7, 2011 Attachment A: SPECIAL EVENT RATING GRID EVENT NAME: ___________________________________________________ DATES: ___________________________ $$$ AMT. REQUESTED: _____________ New Event______ Existing Event________, if yes, # of years_______ The event is: (check all that apply) Destination ______ Participatory _______ Ambient ______ Community ______ CRITERIA: RATING (1-10) Does the event have the potential to: Increase room nights (Score this item from 1- 20) Benefit local restaurants Stimulate Retail Sales Contribute to Vail’s sense of community Promote Visitor Intent to Return Leveraging Value: How great is the potential to attract sponsorships and media exposure, thereby increasing the impact of the CSE funds? events? “Vail Brand” Compatibility: How well does it align with the VLMD’s Marketing Strategy and meet the standards of the “Vail Brand?” Growth Potential: How big can it become? Will it be annual? Timing: How well does it contribute to a balanced annual calendar of events? Producer Qualifications: Do they have the ability to produce an event compatible with the image of Vail as a “world class” resort? TOTAL SCORE: CSE Member Initials: __________ $ Amount of funding suggested: ____________ “Attachment B” 2012 Request for Proposal Special Event Producers Vail Brand Background - Vail’s brand recognition primarily as a ski and snowboard destination in the winter - Evolution of the summer business - Evolution of the year round brand - Reference to high net promoter score, guest service aspect - Vitality both on-mountain and in-town Vail Brand Position – Winter For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and personal challenge, whether it’s the singularity of man against nature, or the Esprit d’ Corps of belonging to an elite club. Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders, and the modern day commitment to excellence in all aspects of operation, Vail can credibly lay claim to being an experience like nothing on earth. Vail Brand Position – Summer For passionate mountain travelers and outdoor adventurers, Vail in summer is the preferred destination for those whom the mountains represent an elemental expression of physical, emotional and cultural vitality. Because of mother nature’s generosity, coupled with the unique passion inherent in the spirit of Vail’s founders, and the modern day community commitment to excellence in all aspects, Vail can credibly lay claim to being an experience like nothing on earth. Tagline: Vail Like nothing on earth. Special Event – Producer Requirements The Commission on Special Events and the Vail Local Marketing District Advisory Council are searching for special event agencies to execute events in Vail that support both the winter and summer positions of the brand. 2012 Request Proposals: Attachment C Guidelines for Post-event Recaps for All Events Receiving Public Funding: A post-event recap is required from all events receiving Town of Vail funding or in-kind sponsorship. Please schedule a presentation to the Commission on Special Events within 60 days of the close of your event. This presentation should be accompanied by a written, post-event follow-up document which shall include: 1. An overview outlining the event’s strengths and weaknesses: specifically, what went well and what measures could be taken to improve the event. 2. An event budget showing actual profit and loss numbers and how the funding was utilized. Please separate the in-kind support from cash revenues. 3. *Estimated results including the following information, per the CSE Criteria as described in the RFP: a. Attendance numbers and demographic profile: i. Estimated attendance. If your event is non-ticketed, please describe what method you used to estimate the numbers of attendees. ii. What percentage of people came to Vail specifically for your event? What percentage of people has attended the event in previous years? iii. Where did attendees come from: local, regional, out of state, international? iv. Average age and income bracket of attendees. b. Estimated spending by event attendees: i. Lodging: Please include an explanation as to how participants and/or attendees were directed to book lodging. 1. What percent of attendees stayed in the Town of Vail? 2. Average amount spent on lodging per day? 3. Estimated number of room nights booked in association with your event. ii. Dining iii. Shopping iv. Other Activities c. Visitor Intent to Return and Satisfaction Ratings: Would you come back? Was if fun? d. Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional spending within the Town of Vail was generated by the event? What is the ratio of increased revenue to the amount of funding received? How much additional sales tax revenue generated by the event accrued to the Town of Vail? (Town of Vail sales tax is 4%). *If you received an allocation of $10,000 or more, independent survey data corroborating your results is required. A sample survey template is attached for your reference, and may be adapted to be specific to your event. 4. A detailed overview of the marketing that was implemented to promote the event. 5. Potential for growth and the development of sponsorships and media exposure. 6. Did the event impact Vail’s “Sense of Community”? 7. In light of the Vail Town Council’s commitment to a sustainable environment, please describe any and all measures that were taken to produce the event in as “green” and environmentally friendly manner as possible. Please submit your event re-cap electronically to the Special Events Coordinator at specialevents@vailgov.com not later than noon on the Wednesday prior to your presentation.