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HomeMy WebLinkAboutP-VailAmericaDays,2012BlueCreekApp-1VAIL AMERICA DAYS 2012 Event Funding Application for Vail Commission on Special Events presented by Brian Hall, Blue Creek Productions, Inc. January 16, 2012 VAIL COMMISSION ON SPECIAL EVENTS 2012 EVENT FUNDING APPLICATION NAME OF EVENT: VAIL AMERICA DAYS 2012 PROPOSED DATE(S): JULY 4, 2012 AMOUNT OF CASH FUNDING REQUESTED: $65,000.00 PRODUCING ENTITY: Blue Creek Productions, Inc. 1.President or Executive Director’s Name: Brian Hall 2.Name and Title of Person Completing the Application: Brian Hall, President 3.Business Address: Blue Creek Productions, Inc. P.O. Box 4510 Eagle, CO 81631 4.Contact Information: •Telephone: Main: (970) 926-5855 Cell: (970) 376-2594 Fax: (970) 692-2423 •Email Address: brian@bluecreek.com 5.Event and/or Organization Website: www.bluecreek.com * event website to be develoepd with project authorization. *Web traffic will also be driven to visitvailvalley.com for lodging, dining and other information. 6.Number of Years Your Organization Has Been In Business: Blue Creek: 25 yrs 7.Mission Statement: To continue to develop and support events within Vail that drive both local and destination guests to the area, exposing these guests and community residents to exciting, engaging, educational and memorable eperiences. To embrace Vail’s sense of community and share it with our guests. To partner with the Town of Vail and the VLMDAC to maximise our event’s impact on Vail’s vitality, sense of community and financial development. To build on the success, viability and economic sustainability of the Vail community and it’s partners. 8.Organization’s Tax Status: •Status: For Profit •Does the Event Benefit a Charity: Yes, we hope to have several charities participating and benefiting from that participation during the event. •If yes, pleasse name the beneficiary: Charitable groups to be indentified as part of this events development. •Tax ID (FEIN): 84-1283148 EVENT DESCRIPTION: 1.Brief Description of the Event and its Activities: The Vail America Days Celebration is an iconic celebration of the spirit of America brought home to Vail. It is a well established destination event, a tradition, a “must attend” event celebrating our local and national heritage. The Celebration consists 3 components, #1 - The annual Vail July 4th Parade in the morning, #2 – New this year in our proposal - The Apre Parade event or afternoon festivities of entertainment and activities attracting and holding famlies and guests in Vail. Activities include music, entertainment, children’s game and activities, food and beverage opportunities, a beautiful setting, warm sunshine and more. And #3 - The traditional fireworks display held at sunset that night. Additionally, Blue Creek Productions will address the requests outlines in the RFP- • The parade theme will be announced by April 1, 2012. • Cash prizes and trophies will be offered to best entries in several catagories in the parade. • Establish criteria for particiapting in the parade. • Create an afternoon entertainment event for guests. • Provide at least a 20 minute fireworks display. • Review/update event logo. * Other specifics to be addressed as budget allows. 2.Where Will the Event be Located within the Town of Vail: The event will take place throughout Vail Village and the Lionshead. 3.Will Any Portion of the Event Take Place Outside of the Town of Vail: No 4.Will Additional In-Kind Services Be Required From the Town of Vail: Yes. To operate The Vail America Days at its optimum level, we would like to request the following in-kind services from the Town of Vail: This event attracts a large amount of participants. This will lead to increased usage of the TOV Bus System, parking structures and alternative parking areas, traffic control & informational services, street closures for the set-up and operation of certain events, Vail Police support in controlling crowds during the events, etc.. One of the biggest needs will be controlling the parameters of the events with baracades or fencing, traffic control around the events including the parade, the afternoon party and the evening’s fireworks. The specifics of these support services will be identified and reviewed with each Town of Vail Department if Blue Creek is awarded the project. 5.Is This a New or an Existing Event: Existing Event •Location of Event in Previous Years: The parade event has taken place between Vail Village and Lionshead, the fireworks spread our audience across Vail Village and any areas with a view of the Golden Peak area of Vail Mountain. With the creation of a new afternoon of entertainment and activiies, we will possibly be utilizing other areas of Vail Village and the Mountain Plaza area by the Vistabahn. •Number of Years Produced: over 30 years. 6.People: •Number of Participants (Athletes, Artists, Exhibitors, etc.) Anticipated: Approximately 500 to 600 people particiapting in the parade., with 60 entries. •Number of Volunteers Needed: 25 •Number of Event Staff: 50 to 60 people •Total Number of Spectators/Attendees Anticipated: 35,000 to 40,000 througout the day. ο% Local: 40% ο% In-State (non-Local): 30% ο% Out of State: 30% 7.Brief Description of Potential Benefits to the Town of Vail: Below we describe the potential benefits us the Town of Vail working with Blue Creek Productions to fulfill the potential of this event and take it to the next level. • One of the benefits to the Town of Vail in allowing us to develop this event, is being able to reap the benefits or harvest the work and investment you have made in this event over the years. This is a successful event already, but it needs to be rasied to the next level. This will allow Vail to enjoy increased exposure in regional and local press – perhaps national press. It would also allow Vail to develop sponsorships with appropriate 3rd parties that can enhance the “live” event, lead to increased marketing opportunities and reach, and develop increased funding to develop new components of the event and offset the costs of existing ones. Blue Creek Productions would like to help you fulfill these opportunities.. • We would work to fulfill the guest’s expectation of a world class July 4th experience and one of the premier July 4th events in Colorado. • We would work to continue to build Vail’s America Days Celebration as a must see, must be at event providing an incredible patriotic, entertainment and family experience. • Blue Creek would establish the parade theme by April 1st, per TOV’s request, to allow for proper promotion of the event and give partiociants more time to truly adhere and embrace the theme. • The Story of Vail and Vail’s America Days – When we produce events, we try to develop and bring forward a story behind the event or as a foundation for the event. This helps develop stronger marketing opportuntities for the event and a stronger sense of engagement by attendees. We have done this with many of our events for other clients and it has been very successful. It makes the event richer, more “true” to it’s orgins and allows us to have a stronger impact on our audience. • We would build on the sense of community for our attendees, participants and the merchant group of Vail and invite valley visitors to enjoy their time with us and become a part of our community while they are here. The event brings families from throughout the Valley together to enjoy all that Vail summer has to offer. • We would increase the ways that our children can participate in the different aspects of the event to build there sense of ownership and pride in it. We would help create a float or parade component representing Red Sandstone Elementary School to showcase out local kids. • The high production value and quality of the event provides a worthy vehicle for attaching sponsorship and promotional partners to help grow the event, offset event expenses and create new promotional opportunities. We will continue to work hard to bring these sponsors into the project to make the most of the dollars and energies invested in this project by the Town of Vail, and Blue Creek Productions, Inc.. • Additionally the event provides potential for economic benefit to all merchants within the area. And with a new focus on afternoon activities, the event would keep people in town throughout the day. • Many aspects of this event is specifically aimed at the family market, the group we want to form an affinity for visiting Vail now and in the future. This group is a big part of our guest mix and should be our guests far into the future if treated appropriately and given exceptional experiences and memories when they visit Vail. • Through the use of educational activities and the engagement of the Town of Vail’s environmental sustainability staff the event can also further promote the Town’s green emphasis and efforts to date. • We work hard to make sure we are good partners with the Town of Vail in producing our event by following the TOV guidelines, TOV branding guildelines, following the special event permit requirements and by anticipating any challenges during the event, informing the appropriate TOV departments of any information they should be aware of and be accountable for the event we produce. • We will also work to create cross-promotional opportunities for Vail to be able to promote other Vail events being held throughout the summer to this large captured audience. 8.What Mechanism are you Using to Direct Non-Local Attendees to Vail Lodging Options: One of our main goals would be to create and develop the specifics the event and the marketing materials behind the event early, so they can be of use by the Town of Vail, Blue Creek Productins, our marketing and Tourism partners and Vail Lodges in driving guests to Vail during this event. • All marketing and promotional collaterteral will have the appropriate lodging “Call to Action information attached per the direction of the Town of Vail. • We will work with the the Town of Vail and the Vail Local Marketing District to utilize and maximize their channels for the promotion this event. Inclusion in all master calenders. • We will create a “Lodging Information Program” giving them early information and photos for their use in better communicating with their potential guests. We will begin to work with these lodges in early spring so that the event promotional material will be useful during their spring/summer sales push. • We will create a “Vail’s America Days” E-mail news letter to inform/excite guests and participants. • We will create an event web site (linked to TOV lodging site choice)and social media plan to promote and support the event. • Create a newspaper advertising program – Purchase several full and partial page ads promoting event. • Create radio promotion program leading up to event working with a radio partner to get best buy price on spots. • Create press release proram with releases timed up to event. 9.What Return on Investment Should the Town of Vail Expect: The return on investment to Vail can be identified as follows- • Increased professionalism of event leading to higher guests satifaction. • Increase likelyhood of repeat visits by guests. • Development of sponsorhip program and sponsor satifaction to increase event budget, offset costs and create new promotional opportunities. • This event has potential to increase lodging, F&B and retail sales within Vail-Lionshead area and thus increase tax income to Vail. • Increased media exposre and coverage. BUDGET 1.Please See Attachment 2.How will CSE Funds be Used CSE Funds will be used to pay for both the new and existing activities, which are the core of the Vail America Days event. 3.Should the CSE decide not to support this event, will it still occur. I do not know. 4.What % of the total event budget is the CSE being asked to fund 68% the first year. 5.What is the $ amount of sponsorships from alternative sources reflected in the event budget. $25,000.00, 26% 6.What % of the total event budget do you expect the event itself to generate 32%, the first year. 7.If possible, would you intend to host the event in Vail beyond 2012 Yes. We hope to continue to host and grow this event in Vail and Liionshead for years to come. 8.Do you anticipate requesting funding from the CSE next year •Request Funding: Yes •% to Request Next Year: 50% in 2013. ADDITIONAL REQUIRED ATTACHMENTS 1.How we will direct prospective attendees to book lodging within the Town of Vail & how we will track lodging nights generated. •We will have a link on our event website (domain TBD) that directs the guests to the www.visitvailvalley.com if that is the website the Town of Vail would like us to direct guests to, and we will have direct links to the lodges in Vail & Lionshead if you desire. We will also have the Vail lodging website address on all promotional materials we produce. We will create an identifier for any referals that we are able to send along to the lodges. 2.Marketing Plan & Potential for Sponsorship •Marketing Plan • Blue Creek Productions will work in cooperation with the Town of Vail, The Vail Local Marketing District, Vail lodges and other Vail Tourism partners to effectively market and promote this event. We will also push the marketing and promotional materials into the national media market with hopes of aquiring coverage. • BCP will create a regional and local media, marketing and PR/promotional campaign beginnning with the annoucement of the selected event producer, the parade theme and continuing through the completion of the event. • Blue Creek Productions will create an event website to support event and drive lodginq inquiries to Vail lodging partners. We will also provide a dynamic social media campaign utilizing FaceBook, Twitter and our digital assets. • BCP will create a broadcast email program to excite and inform our guests and participants. This will be sent to adressses held by Blue Creek, our event partners and through sign-up options in other marketing materials. • BCP will distribute marketing POS and collateral materials, such as posters and fliers, to increase event awareness and recognition. •Potential for Sponsorships and Media Exposure July 4th in Vail is a great time to enjoy this area. Vail has done an incredible job presenting itself as a wondeful summer destination and provides a wonderful 4th of July experience with it’s parade and fireworks. Now there is a tremedous opportunity to harvest that hard work and investment by developing a professional sponsorship program to help offset existing financial costs of the event and to make it even better. The Vail America Day Celebration for 2012 promises to be even more exciting for our guests and partcipants. By enhancing the parade, creating an exciting and entertaining “after parade-before the fireworks” event and making the fireworks the best they can be – you will have created an incredible experience for your guests and participants. And the demographics of your guests will appeal to sponsors who want to be seen in this market. Additionally, the one of a kind sights and sounds of Vail and it’s surroundings during this event create a great opportunity for attracting media coverage. 3.Previous year’s evaluation: Blue Creek Productions was not part of the event production in the summer of 2011, but we have met and discussed the event with Laurie Asmussen - the 2011 event producer and read her report on it, to be as informed as possible. 4.Past or Projected Demographics of Event Attendees and Spending: The annual Vail America Days event attracts a wide variety of guests and participants. The mix includes guests from the local area, regional guests, out of state guests and guests from other countries. These guests may be signle, young couples and extended famlies. They may live here, be staying in a hotel, or be second homeowners. By reviewing past reports it seems that the average age is in the early to mid 40’s, have an average house hold income of over $100,000.00 per year. And surveys have shown that over 80% of past attendees have children. So keeping children in mind as we plan this event is important. 5.Organization Roster & Principals • Brian Hall – President and Owner, Blue Creek Productions, Inc, Staff • Kaylee Brennand, Project Manager, Accounting • Micheal Boeke, Operations & Event Manager • Laurie Asmussen, Operations (working on this project) • Joseph Davidson, Event Manager • Jane Leftovska, Event Manager * We also have a list of staff work with us on a project-by –project basis. Presented by Blue Creek Productions, Inc. January 16, 2012 FY 2012 Budget Revenues: Requested CSE Contribution65,000 Sponsorships25,000 Other Income- Entries, Merchandise, Booths6,000 Total Revenues:96,000 Expenses: Advertising & Promotions12,000 Printing/Posters/Rack Cards & Fliers Newspaper (ads & Inserts), Radio ads. Digital Media/Website/Social Public Relations Design & Layout Event Supplies6,000 Signage & Banners Premiums Decorations Uniforms Operating Expenses38,000 Parade Entertainment Festival Entertainment & Activities Stage/Sound/Lights (2 parade MC sites, festival) Equiopment Rental Secuirty/ Traff\ic Control Fireworks 22,000 Administrative Expenses18,000 Staffing & managing Permits0 Insurance Legal/payroll & accounting 0 Total Expenses:96,000 Net Income/(Loss)0 Description Vail's America Days Estimated Budget - 2012 Budget Detail