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HomeMy WebLinkAboutFarmers Market America Days2012RFP TOV/CSE “Vail America Days” RFP Page 1 of 8 December 9, 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 o Announce the parade theme by April 1. o Offer a cash prize for the best entries- perhaps in 2 or 3 categories 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. Alternative suggestions may also be considered. • 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 • A revamped logo, marketing plan and “look” that are compatible with Vail’s world class brand TOV/CSE “Vail America Days” RFP Page 2 of 8 • 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 may be able to 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 16, 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 8 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 8 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 8 VAIL COMMISSION ON SPECIAL EVENTS 2012 FUNDING APPLICATION  NAME OF EVENT Vail Farmers’ Market and Art Show  PROPOSED DATE(S) Wednesday, July 4, 2012  AMOUNT OF CASH FUNDING REQUESTED $2500  PRODUCING ENTITY 1. President or Executive Director’s Name: Angela Mueller 2. Name and Title of Person Completing the Application: Angela Mueller 3. Business Address: Please include the physical address as well as the mailing address. PO Box 1978, Vail, Colorado 81658 4. Contact Info: • Telephone: 970-401-3320 • E-Mail Address angelamueller1@me.com 5. Event and/or Organization WEBSITE www.vailfarmersmarket.com 6. Number of years your organization has been in business 11 years 7. Mission Statement: Vail Farmers’ Market mission statement is to bring business to the Meadow Drive corridor. 8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit* Non Profit 501 c 3 • 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 The Vail Farmers’ Market will present the Market in a smaller format on July 4th for the community of Vail. We will have farmers, children’s’ activities and food, with a very limited artisan/craft presence to entice the public to stay in town for the day of July 4th. We will have 57 tents to entice the public. 2. Where will the event be located within the Town of Vail? The event will be located on Meadow Drive. The market will start its market in front of Kidsport and end at the Covered Bridge in Vail. We will be setup before the parade begins and will start after the parade has finished. We will be there from 7:30 AM- 4:30 PM in Vail. We are available to discuss having our vendors that will not fit in the Meadow Drive area be present in the Mountain Plaza. We will have food vendors and our children vendors be in the area to ensure that the entire town of Vail is equipped with entertainment for the entire family. Please not, the VFM must be present on the Meadow Drive road as indicated. 3. Will any portion of the event take place outside of the Town of Vail? If yes, please explain. No. TOV/CSE Vail America Days 2012 RFP: Guidelines and Application Page 6 of 8 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.) We will require Bus Service to stay off Meadow Drive and use the Vail Farmers Market guidelines for this event. We will also need the trash pickup at end of the day. The vendors will need parking for the event. We will need limited parking permits for the vendors. 5. People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated • 57 tents on Meadow Drive and possibly 20 tents in Mountain Plaza • Number of volunteers needed 2 • Number of event staff 3-4 • Total Number of spectators/attendees anticipated and estimate: o % Local 14,000 o % In-state (non-local) 5,000 o % Out of State 5,000 6. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. The more events that occur in the town during the Fourth of July will keep people in town. The locals, out of state and in state will all spend money in town, during at time where in the past they have left town as soon as the parade is done. 7. What return on investment should the Town of Vail expect? The Vail Farmers Market has given the town 16,000 a Sunday. This presence guarantees that the public that knows about it will come and purchase their items and the vacationing public will spend more time in town, which allows for more dollars to be spent. The Town of Vail had a record sales tax year last year and the Market was able to bring in record number of visitors each Sunday. We feel we can work with the town to truly work with our community.  BUDGET 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses. See Attached 2. What % of the total event budget is the CSE being asked to fund? 42% 3. Describe briefly how you will use the funds that you are requesting from the CSE. The funds will be used to cover the budget of this one-day event. The event falls on a day where we have to have our traffic control and staff to ensure that the visitors have a classic visit. The funds will be used for staffing, advertising, equipment costs for event. TOV/CSE Vail America Days 2012 RFP: Guidelines and Application Page 7 of 8 4. What is the $ amount of sponsorships from alternative sources reflected in the event budget? The vendors will be charged to participate. We ask the vendors for a fee that will help to cover our costs. This is a special community event we are creating. We are planning at this point to have food and farmers to entertain the visitors. 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.) 57.6% 6. If possible, would you intend to host the event in Vail beyond 2012? If yes, for how many years beyond 2012? Yes. We feel this is a value added benefit for the Town of Vail and the Businesses in Vail. Itself. The people we keep in town have a tendency to shop, eat and peruse the entire town of Vail. 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? We would plan on less, if this becomes a yearly event and we will work in budgeting in our VFM proposal.  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 The market will be working on a survey for the Vail Farmers Market. We will be directly working with the lodging to discuss the number of people that attend the VFM that have or are going to be staying with them. The survey will go into more depth this year. 2. Marketing plan and detailed explanation of potential for sponsorships and media exposure Please review our marketing plan for the VFM. We will be adding special advertising for the Fourth of July Date and locations. 3. Past or projected demographics of event attendees and spending 60,000, on the conservative side. 4. Organization rosters naming:  All officers and respective positions  Marc Levarn: President  Susan Rapson: Treasurer  Court Fable:  Jonathan Staufer    TOV/CSE Vail America Days 2012 RFP: Guidelines and Application Page 8 of 8 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 16, 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 Vail Farmers Market Budget Fourth of July 2012 Income Vendors fee MD fee2000 Mtn Plaza1400 CSE funding2500 5900 Expenses Traffic contro550 Staff2800 Advertising1650 Bags350 Equipment ex500 5850