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Home My WebLink About8. 2012 US Ski Team Proposal US SKI TEAM ANNOUCEMENT AND COMMUNITY RACE Vail Commission on Special Events 2012 Event Funding Application Applied 5/29/12 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: US Ski Team Event PROPOSED DATE(S): November 15, 2012 AMOUNT OF CASH FUNDING REQUESTED: $ 20,000- 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) Contact  Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890  E-Mail Address: jeff@gohighline.com 5) Website address: www.gohighline.com | vail.com 6) Number of years your organization has been in business __15____ 7) 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! 8) 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: a portion of the event will benefit the U.S. Ski Team  Tax payer ID#: 84-1331831 EVENT DESCRIPTION: 1) Brief Description of Event: This event will be the official introduction of the 2013 U.S. Ski Team, from the Development team to the A team. Taking place in the heart of Vail, surrounding the unveiling of the Vista Bahn Gondola, this event offers guests the opportunity to interact with the athletes and includes a variety of speakers, autograph signing and always adds a wonderful excitement and energy to the Town of Vail at the start of the ski season. While guests will be able to meet the U.S. Alpine Ski Team, including Olympic gold medalists Lindsey Vonn (Vail, CO), Bode Miller (Franconia, NH), Julia Mancuso (Squaw Valley, CA) and Ted Ligety (Park City, UT) in Vail, the proposed event will also include a Community Race to offer not only locals, but Front Range and out of town guests the opportunity to interact with the team on Vail Mountain. The complimentary Community Race will take place at Golden Peak and will have a unique interaction with the U.S. Ski team. Anything from coaching and tips from the athletes to Lindsey Vonn helping to announce the race to race starter Julia Mancuso, this new event element will help to enhance the popular U.S. Ski Team announcement event while providing a World-Class guest experience and fun for the entire family. An additional element to coincide with this exciting time in Vail with the inaugural Vista Bahn Gondola ride and activity at Mountain Plaza, a philanthropic event that will take place at The 10th with a portion of proceeds going to the U.S. Ski Team, a strong tie-in to world-class Vail Mountain and the support of the community. 2) Describe where the event will be located within the Town of Vail: Vista Bahn Base area, Mountain Plaza 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 perimeters and TOV police support for crowd control at the U.S. Ski Team Announcement portion of the event. 5) Is this a: New event _ __ Existing event X Number of years in existence: 2 Location(s) of event: Vista Bahn base area, surrounding the new Gondola 6) People:  Number of participants (athletes, artists, exhibitors, etc.) anticipated: 100+  Number of volunteers needed 15 Number of event staff 20  # of spectators/event attendees anticipated 2,000 o Local 50% o In-state (non-local) 35% o Out of State 15% 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 U.S. Ski Team Event 2012 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 2,000 Those who came just for the event: 95% Those staying in Town of Vail lodging: 50% Average nights stay in Vail: 1 Total Incremental Room Nights: 950 Incremental Spending Estimated attendance per day: 2,000 Average amount spent: $200 Event Days: 1 Subtotal spent on event days: $400,000- Average lodging price per person per night: $150 Incremental room nights: 950 Subtotal spent on lodging: $142,500- Number of days in Vail not for event: 1.0 Number of people staying additional days: 250 Average amount spent per day: $200 Subtotal spent on non-event days: $50,000- Total Estimated Incremental Spending: $592,500- 8) What return on investment should the Town of Vail expect? Town of Vail Investment $20,000 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: 24-to-1 Est. Incremental Room Nights Generated 950 Incremental Spending Generated $592,500- Tax Receipts (Sales - 4%, Lodging-4%) $23,700- Return on Investment through Incremental Spending in the Town of Vail: 19% 2012 ProForma Event Budget 1) Detailed event budget, including all anticipated revenues and expenses. Budget REVENUES: 420 Sponsorships 50,000$ 420.5 CSE Event Funding 20,000 421 Entry Fees - 422 F&B Sales (less sales tax)500 423 Merchandise Sales 250 TOTAL REVENUES 70,750$ EXPENSES: 510 Event Operations 4,500$ 517 Entertainment/Bands 1,500 519 Event Promotions - 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting 5,000 525 Event Supplies 1,500 526 F&B Expenses 5,000 526.5 Charitable Donation - 527 Equipment Rental 14,500 529 Event Photography 530 Portable Toilets/Trash Removal 1,000 533 Prize Money/Appearance Fees - 535 Public Relations 2,500 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 5,000 555 Equipment Repairs 250 617 Bank/Credit Card Charges - 620 Auto Expense - 626 Pre-press/Design - 627 Licenses and Permits 400 628 Printing and Reproduction 1,000 630 Office/Computer Supplies 200 631 Office Expenses 200 636 Postage & Delivery 250 638 Web Site/E-Mail - 640 Event/Sales Travel - 641 Meals/Entertainment 1,750 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 1,500 646 Sponsor Ground Transfers - 669 Contract Labor 500 670 Payroll Expenses 8,000 671 Sponsor Management/Commissions 7,500 672 Event Management/Project Flat Fee 10,000 TOTAL EXPENSES 72,050$ PROJECTED NET INCOME (LOSS)(1,300.00) 2) What percentage of the total event budget is CSE being asked to fund? 27% 3) 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. 4) Should the CSE decide not to support this event, will it still occur? Not at the proposed level. 5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 73% 6) What percentage of the total event budget do you expect the event itself to generate? 1% 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? 20% of the total event budget. ADDITIONAL REQUIRED 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 will be directed to Vail lodging options via newspaper ads, website, posters and more. Another inclusion is on the event email blasts. 2) Marketing plan and detailed explanation of potential for sponsorships and media exposure. Objective: Generate recognition and excitement for the U.S. Ski Team announcement surrounding the inaugural Vista Bahn Gondola ride and celebration to attract state-wide, regional and national visitors to the area. Target Audiences: Locals, Regional Guests (Front Range) and Destination Guests; communications to resonate with families, couples and young adults. Strategies:  Align the U.S. Ski Team announcement with the World-class resort of Vail, driving traffic and creating energy within the Town of Vail surrounding opening weekend.  Work with Vail Resorts’ media staff to further promote the event.  Align pitches with ad buy outlets; leverage ad spends to secure editorial coverage.  Pre-pitch national media, months out, to secure coverage in time to allow guests to book travel.  Pre-pitch regional/local media to gradually build event anticipation/excitement; tie to the athlete integration, community ski race and philanthropic component.  Pitch regional/local media to secure coverage for the week leading up to and the week of the event.  Incorporate event announcements into existing communications.  Weave event announcements into appropriate e-mail communications and social channels. Sponsorships/Media Exposure Highline always has and always will continue to sell sponsorships on its Vail based event properties to help cover the numerous operating and marketing expenses. In the case of the U.S. Ski Team event, current U.S. Ski Team sponsors including Audi and Nature Valley Granola Bar will play a role in the funding of the event. Additionally, a full-out media blitz will be fired to generate mass media impressions. Media will be generated by Vail Mountain marketing, the US Ski team, the individual athletes themselves, as well as the participating sponsors. These combined efforts will generate well over $500,000 in value domestically and also internationally in key markets. Critically, the objective is to situate the event in and around the new gondola so that photo and video beamed to the world will feature these top athletes in and around this key no Vail Mountain/Brand asset. 3) Previous year's event evaluation, including income and expense statement (if existing event). Overall, the event was a huge success. Some of the strengths and weaknesses are as follows…  An estimated 2,500+ attendees over the past few years  The event creates a space and place for families, ski and snowboard enthusiasts and fans of locals as well as regional and destination visitors to celebrate world –class Vail, the upcoming ski season and the U.S. Olympic Team  The event shows the overwhelming support to the U.S. snow-sport athletes and offers a strong set of role-models for the youth  Marketing and PR campaigns were very successful – major coverage generated over $450,000.00 in equivalent value and millions of impressions  Media included television, radio, print, new media and more 2011 U.S. Ski Team Event- Final Budget The previous, smaller event was underwritten by Vail Mountain Marketing and had total expenses of $40,000-. 4) Past or projected demographics of event attendees and spending. The U.S. Ski Team Event’s audience is expected to attract families and snow sport enthusiasts typical of the much sought after high-end, high-consuming Vail audience. The event is created to capture a wide range of customers to families. We anticipate the HHI of $125,000+, including the state-wide guest (including guests from other mountain towns) who is interested in an extended stay for opening weekend. 5) 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 Director • Katie Tille, Event Manager • Kevin Dean, Event Manager • Missy Johnson, Sponsorship Manager • Kelly Paton, PR Director • Laurie O’Connell, VP of Sales • Chris Dolan, Director or Client Services • Kelli Brausch, Controller/CPA