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HomeMy WebLinkAbout2012 Season of Song ProposalVAIL COMMISSION ON SPECIAL EVENTS 2012 EVENT FUNDING APPLICATION _ NAME OF EVENT: Season of Song _ PROPOSED DATE(S): September 20 -23, 2012 _ AMOUNT OF CASH FUNDING REQUESTED: $75,000 _ PRODUCING ENTITY 1. President or Executive Director’s Name: Morris Lawrence 2. Name and Title of Person Completing the Application : Morris Lawrence 3. Business Address: 26531 Aracena Dr, Mission Viejo, CA, 92691 morris@seasonofsong.com 4. Contact Info:  Telephone: Main: (714) 655 -8784 Fax: (714) 637 -8272  E -Mail Address : morris@seasonofsong.com 5. Event and/or Organization WEBSITE : www.seasonofsong.com 6. Number of years your org anization has been in business : 1 year 7. Mission Statement : Creating environments that entertain, educate and inspire while building a better tomorrow through song 8. Organi zation's tax status: For Profit  Does the Event benefit a charity? If yes, please name the beneficiary. Yes, 10% of all proceeds from this event are donated to Strike A Chord and Plant It 2020 charities. _ EVENT DESCRIPTION: 1. Brief description of the event and its activities Season of Song is an annual autumn event gatherin g songwriters, musicians, and music industry insiders for an opportunity to network and connect. The days will be filled with Q&A sessions with successful songwriters, the afternoons will offer networking opportunities at our daily mixers, and the evenings will be filled with musical performances by national acts. 2. Where will the event be located within the Town of Vail? Events will be held at the Solaris and the Gerald Ford Amphitheater. 3. Will any portion of the event take place outside of the Town of Vail? If yes, please explain. No 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.) Yes, as per original agreement. 5. Is this a new or existing event? If existing, please describe the location(s) of the event in previous years and the number of years it has been produced. Season of Song is a new event. 6. People:  Number of participants anticipated : 27 songwriters  Number of volunteers needed : 60  Number of event staff : 12  Total Number of spectators/attendees anticipated and estimate: 2600, of which 60% will be in -state and 40% out -of -state. 7. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated With the potential draw of 2,600 attendees, the incremental room -night potential for the Town of Vail could be over 4,000 room -nights, plus equal opportunities for the in - town restaurants and mercha nts. 8. What return on investment should the Town of Vail expect? Season of Song has a long -term plan to brand itself as truly a season, a season of song. The Town of Vail has the opportunity to align itself with this organization, creating an annual eve nt that will continue to grow each year. Together, Season of Song and the Town of Vail can turn Vail’s autumn season into a music industry destination. The ROI for the Town of Vail for this event is an increased in -town population during a time of year tha t is generally less profitable. _ 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? 8% 3. Describe briefly how you will use the funds that you are requesting from the CSE. The funds will be used to develop the Solaris area for our Daily Mix, and marketing to outside areas, including: Nashville, Dallas, and Los Angeles 4. Should the CSE decide not to support this event, will it still occur? Yes 5. What is the $ amount of sponsorships from alternative sources reflected in the event budget? Due to the fact that Season of Song is a year -one event, sponsorship dollars are limited. We continue to pursue corporate sponsorship oppo rtunities, however at this time we do not have firm commitments. 6. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) We optimistically anticipate the event revenue to offset its budget in the first year. 7. If possible, would you intend to host the event in Vail beyond 2012? If yes, for how many years beyond 2012? Yes, we see Season of Song becoming an annual autumn staple in the Town of Vail. 8. Do you anticipat e 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? As this event grows in scope and reputation throughout the music industry, we anticipate a reduced need for funding from the CSE. As Season of Song expands with addit ional events and gatherings throughout the fall season, CSE funding may once again be requested for those new events. _ 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 nu mber of lodging nights generated All attendees will book their lodging through ski.com in a direct link from the Season of Song website. Ski.com will report weekly to Season of Song on lodging activity and tre nds. 2. Marketing plan and detailed explanation of potential for sponsorships and media exposure See attachment 3. Previous year's event evaluation, including income and expense statement 4. Past or projected demographics of event attendees and spending Due to the nature of this event and the vast diversity of our attendees, it is challenging for Season of Song to project a specific demographic or spending pattern of our attendees. It is something that we are mindful of, and we believe that it w ill have to be analyzed post -event to determine our true demographic. Our hope is that our demographic continues to be too broad to pinpoint, as we believe music has no boundaries. 5. Organization rosters naming: Morris Lawrence, Event Director 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. Applications must be received no later than 5:00 p.m. on Tuesday, May 29. 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 Nav as, 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, June 6, 2012. Applicants will be notified of their status by June 28, 2012. For additional information contact CSE Coordinator, Sybill Navas at 970.477.3551, or by e -mail at specialevents@vailgov.com 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 ______ P articipatory _______ 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? “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 compa tible 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 recogniti on 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’ Co rps 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 physic al, 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 bein g 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 ev ents 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 descr ibe 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 atte ndees 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: Woul d 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 receive d? 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. A DVERTI S ING/MARKETING PRINT50000 RADIO10000 TELEVISION10000 PROMO MERCH20000 BILLBOARDS5000 POSTERS5000 FLAGS7500 ART DESIGN5000 WEB DESIGN5000 117500 ARTIST FEES DAY 1 TALENT5000 DAY 2 TALENT35000 DAY 3 TALENT35000 DAY 4 TALENT10000 ACCOMADATIONS15000 CATERING DAILY MIX 208000 308000 PRODUCTION AND ADMINISTRATION EXECUTIVE FEES100000 WEB MANAGEMENT10000 ENTERTAINMENT DIRECTOR40000 SPONSORSHIP COORDINATOR25000 PRODUCTION ASSITANCE40000 215000 BUSINESS SERVICES ACCOUNTING 6000 LEGAL5000 SUPPLIES1500 INSURANCE6000 18500 PRODUCTION SERVICES SOUND12000 LIGHTING7500 PRODUCTION LABOR10000 29500 SITE SERVICES FOOD/PERFORMERS12000 FOOD/CREW10000 RENTAL TENTS12500 RENTAL TOILETS10000 RENTAL TRAILERS5000 SIGNAGE DAILY MIX2500 SIGNAGE THE GATHERING2500 RENTAL BARRICADES DAILY MIX400 FIRST AID600 LOST AND FOUND500 PHONE CELL500 PHONE TWO WAY500 TRANSPORTATION AIR/GROUND PERFORMERS15000 TRANSPORTATION AIR/GROUNG CREW10000 82000 ADVERTISING MARKETING SUB-TOTAL117500 ARTIST FEES AND DAILY MIX SUB-TOTAL308000 PRODUCTION AND ADMINISTRATION SUB-TOTAL215000 BUSINESS SERVICES SUB-TOTAL18500 PRODUCTION SERVICES SUB-TOTAL29500 SITE SERVICES SUB-TOTAL82000 GRAND TOTAL770000. INCOME SCHEDULE ANTICIPATED REVENUE TICKET SALES1105000 BASED ON AVG TICKET PRICE 425.00 X 2600 ATTENDEES MERCHANDISE 130000 TOTAL ESTIMATED GROSS INCOME1235000 TOTAL ESTIMATED EXPENSE-770000 POTENTIAL ADJUSTED GROSS465000 Season of Song Marketing Overview This document will provide a brief overview of the marketing plans set by Season of Song to promote it’s year one event. It will address our advertisi ng direction, our public relations potential and our promotional possibilities. Advertising Season of Song takes on multiple directions. Our print ad campaign will begin in early summer with the placement of full page ads in the entertainment sections of our target market areas daily newspapers , these areas include Los Angeles, Dallas, Nashville and New York. We will also be r unning ads in a number of industry related periodicals.Our internet ad campaign has already began with the launch of our website, our Facebook Page and twitter account as well as our placement on Sonic bid and Livenation, two of the music industries t op sources for information. We also look forward to working with Vail’s marketing team to reach out to the Vail family already in place. The public relations possibiliti es are truly endless with S eason of Song. Not only are we supporting two very wonderful organizat ions, Plant it 2020, an environmental organization planting trees around the world, ba sed in Colorado, and Strike a Chord, an organization that supplies musical instrume nts and training for disabled children, but were also a member of 1% For The Planet , showing our alignment with groups that believe in a sustainable future. Promotion possibilities are broke down into two categories. One, outside Vail, and the other is inside Vail. Outside promotion includes Season of S ong being placed on all performing artist websites as well as thei r Facebook pages. Season of Song will also be promoted through our music industry sponsors, their direct mailers and their websites. We have relationships with most major songw riting organizations, and they will also be promoting Season of Song through their websites and news letters. Inside Vail we will be Working with some of the summer activitie s to bring attention to Season of Song. We look forward to being present at the Vail Arts Festival. Laurie Asmussen has extended an invitation for us to come out and pitch Season of Song to the attendees of this great event. We will also take that opportunity to meet with our host hotels as well as many merchants in town to make them aware of our event, creating a network of promotion through word of mouth. Through our national advertising campaign, our public relations exposure and our promotional relationships and possibilities, Season of Song will reach hundreds of thousands of possible attendees, giving this year one event a solid name, a firm foundation to build on and a strong relationship with it’s partner, Vail Colorado.