HomeMy WebLinkAbout2014_02_07 Vertical Express RFP
October 18, 2013
Town of Vail
Commission of Special Events
75 S. Frontage Road
Vail, CO 81657
To Whom It May Concern,
Can Do Multiple Sclerosis is a nonprofit organization and leading provider of innovative
lifestyle empowerment programs for people living with multiple sclerosis and their support
partners. Every year we are able to offer programs free of charge to 98% of our participants
due to our Vertical Express for Can Do MS fundraising event series. Both the organization
and the event series were founded by Jimmie Heuga, who was an Olympic downhill medalist
before being diagnosed with MS in 1970.
The 30th annual Vertical Express for Can Do MS will again be hosted by world class ski
resorts across the US. The success of this event is largely due to the support of sponsors such
as Town of Vail. I am writing to ask for your participation and hope that you will consider
becoming a sponsor of the Vail Vertical Express Multiple Sclerosis in the amount of $5,000.
2014 is an exciting year for Vertical Express; it is a culmination of anniversaries. The year
marks the 50th anniversary since Jimmie Heuga and Billy Kidd were the first Americans to be
medaled at the Winter Olympics. It is also the 30th anniversary of Jimmie Heuga founding
Can Do MS.
Each of the Vertical Express events have unique elements to their host mountain, but all
encapsulate Jimmie’s can do spirit and legacy through downhill skiing, riding and on-snow
competitions for participants of all ages and abilities. The enclosed documents are in
compliance to requirements for requesting support. We are also providing the sponsorship
packet for additional information. If there are areas of interest, we would welcome the
opportunity to explore further.
For additional questions, please contact me directly at 970-926-1275/
cethington@mscando.org or visit www.mscando.org.
Together, with your sponsorship, we can empower people to move beyond their MS and live
their best lives.
Sincerely,
Cathy Ethington
Director of Development
Can Do Multiple Sclerosis
Vertical Express for Multiple Sclerosis
February 7-8, 2014
Vail, Colorado
Vertical Express for Can Do MS is a series of on-snow fundraising events and activities
for adult and youth skiers, boarders, and telemarkers of all ages and abilities. Individuals
participate in a variety of on-snow events at ski resorts around the US to raise money in
support of Can Do Multiple Sclerosis’s lifestyle empowerment programs.
The event draws participants from around the country as well as front range supporters
of Can Do Multiple Sclerosis. A key dynamic of this event is team development and
competition. There are Corporate and Individual Team Sponsor levels designed to
engage groups to visit Vail and support the events. Efforts to recruit this level of support
include focus on front range participants. Marketing and registration events will be held
in Denver. Dates TBD. Vertical Express will also generate significant exposure of the
Town of Vail to a diverse audience of skiers, boarders, sponsors and the media, raising
awareness of Vail Resorts among participants, spectators and the local community.
Brand Fit:
Vertical Express for Can Do MS is a signature fundraising event that has raised over $11
million for Can Do MS. In 2014 Can Do MS will celebrate Jimmie’s 30 year anniversary
year by bringing Vertical Express for Can Do MS back to Vail.
History:
On February 8, 1964, Jimmie Heuga became one of the first two members of the US
men’s team to win an Olympic medal in his sport. In 1985, Jimmie and ten other
Olympic skiers set a world record, skiing one million vertical feet during 24 hours in
Alyeska, Alaska. This event raised the seed money for Can Do Multiple Sclerosis.
Health and well being are well defined in the Can Do MS philosophy. Jimmie often
spoke of his vision that allows those impacted by MS to live their best life. He
demonstrated a commitment to continuing his sporting life with Vail as the backdrop.
Individuals with multiple sclerosis and their support partners will be the direct
beneficiaries of the support from this event. Can DO MS is a leading provider of
innovative provider of lifestyle empowerment programs for people living with multiple
sclerosis and their support partners. Every year we are able to offer programs free of
charge to 100% of our participants due to events like Vertical Express for Can Do MS
fundraising event series.
So far in 2013, more than 7,600 individuals with MS and their support partners
benefited from Can Do MS’ series of lifestyle empowerment programs.
Timing:
The precise timetable for Vertical Express for Can Do MS at Vail is being finalized. This
will be an all-day event, and indicative timings for the day are:
Friday February 7th 2014
7.00pm VIP Reception and distribution of additional lift tickets to sponsors, VIPs,
etc at Vail Resorts Vail Mountain venue
Saturday February 8th 2014
8.00am Event Registration at Vail Resorts venue and distribution of lift tickets
and lunch vouchers as an incentive to participate in this fundraising event
8.30am Vertical Express and Ski Down Event begins
4.00pm Event ends
4.30pm Apres Party begins at Vail Resort venue, including silent auction and
distribution of Epic Passes and Foursomes at Red Sky Ranch packages
Revenue and Growth:
The goal of this event is to raise $50,000 for MS programs in 2014.
Major donors/contributors to 1) the project and 2) the organization’s general operations
Donors to this event - both in-kind and cash contributors
The Vertical Express for MS event series has been generously supported by a range
of donors and sponsors including Novartis Pharmaceuticals, Genzyme Corporation, Vail
Marriott Mountain Resort Hotel and Spa, Swany America and Grabber Warmers.
The full range of sponsors for 2014 is currently being confirmed but includes:
Crazy Mountain Brewery
Gallery Keoki
Uncorked Squaw Valley
The work of Can Do MS would not be possible without the generous support of a
diverse range of local and national donors and sponsors, including: Beaver Creek Resort
Company; Bloom Spa; Campo Di Fiori; Sweet Basil; Splendido; Vail Valley Anglers;
craftbeer.com; Westin Riverfront Resort & Spa; Avon Liquor; 8100; Rolex; Acorda
Therapeutics; Teva Pharmaceuticals; Genzyme; EMD Serono; Mellam Family
Foundation; Kenneth Rainin Foundation
Marketing Stregnth:
Can Do MS will promote this event and partnership in the community. This includes in-
print, on-air, on-site and online recognition. Additionally, promotional efforts
incorporate local media, community promotional activities (such as posters), Can Do
MS’ website, newsletters and social media, support from many local businesses and,
often, a national partner.
As an example, in 2010 Can Do MS renamed Jimmie Heuga’s birthday, September 22nd,
Can Do Day. This special day celebrates Jimmie’s can do philosophy by promoting the
culture and belief that everyone living with MS has the power to live full lives. In 2013
the local fundraising campaign, Can Do Day of Giving, involved local restaurants
donating a proportion of their profits on the day to Can Do MS. Promotional activities
supporting the event include:
Radio: 104.7 The Mile will run a PSA between 9/5 and 22/5, live interviews with our
local sponsors and on-board restaurants and a plug on its morning show
TV: TV8 will run four live interviews in the lead-up to the event with CDMS staff and a
restaurant.
Press: Quarter and full-page ad in the lead-up to the event and full-page thank you ad
post-event (Vail Daily, Daily Weekly)
Social media campaign : Facebook campaign to a link on local press
Can Do MS: social media, e-news, press releases and posters in the lead-up to the event.
Dedicated marketing for Vertical Express for Can DO MS at Vail will being in January
2014 and include some or all of the above methods.
Recognition of Town of Vail’s support:
Our marketing and publicity strategy ensures broad awareness of the contribution made
by Town of Vail and the importance of this contribution to our organization. Our strategy
involves the use of logos and acknowledgement of Town of Vail support in promotional
literature, general publicity and marketing materials.
The Vertical Express webpage, press releases and publicity will all emphasize how crucial
Town of Vail support is to the event and Can Do Multiple Sclerosis works hard to ensure
that all positive outcomes and good news stories from the event are given local press
coverage, which will make clear the role of Town of Vail support in achieving these
outcomes.
Can Do MS has a range of sponsorship levels available for Vertical Express, all of which
ensure recognition in the lead-up to, during and after the event. This ranges from high
profile banners located at the event site, company listing and link on the event website,
live mentions throughout the event and in all local media promotion, and opportunity to
provide products and promotional literature in participant goodie bags.
As a Sponsor, Town of Vail will receive exposure from media campaigns and all
event/anniversary promotions.
In-Print Recognition
o Name recognition as Sponsor on promotional/marketing initiatives:
Event Posters to be placed around Eagle County
On-air Recognition
o Name recognition on TV interviews where applicable
o Name recognition in Radio interviews and PSA’s where applicable
On-site Recognition
o Banner at local events
o Live mentions throughout event
o Booth
o Opportunity to include messaging or promotional items for VIP bags
Online Recognition
o Inclusion on www.mscando.org/verticalexpress website and local event
fundraising and registration pages
o Town of Vail listed and linked in social media posts where applicable
o Listing with link on all email communications to supporters tied to Vail
Vertical Express Event.
Hospitality Benefits
o Five (5) VIP entries to event including welcome party and good bag
o $25 registration fee waived for all company employees to create individual
fundraising pages to encourage company-wide participation. Company
“team” page can be created to tract top fundraisers within company
“Focus on what you can do.” - Jimmie Heuga, Founder (1943-2010)
Sponsorship Proposal Provided By:
Cathy Ethington
Director of Development
cethington@mscando.org
800.367.3101 ext 1275
Scott Robinson
Marketing & Strategic Partnership Representative
srobinson@mscando.org
800.367.3101 ext 1277
www.mscando.org
P) 800.367.3101
P) 970.926.1290
F) 970.926.1295
27 Main St. Suite 303
Edwards, CO 81632
Sue Byrne
Grant Writer
sbyrne@mscando.org
970.208.4903
BECAUSE OF YOU
“I can do anything I set my mind to” – Joy W. I CAN DO® Program Alumni
Vertical Express for Can Do MS is a series of on-snow fundraising events and activities for skiers, boarders, and
telemarkers of all ages and abilities. Founded 29 years ago by Olympic medalist Jimmie Heuga, this event has
raised over $11 million for our lifestyle empowerment programs.
Vertical Express was born in May 1985 when Jimmie gathered ten friends, including Olympians Jean Claude
Killy, Phil and Steve Mahre, Billy Kidd, Stein Eriksen and Bernhard Russi and broke records when they skied one
million vertical feet in 24 hours to raise the seed money to start Can Do MS.
The series provides a unique opportunity to increase awareness about Can Do MS’s work while maintaining a
strong connection to the skiing world. Participants enjoy camaraderie, on-snow events, and the opportunity to win
great prizes. Most importantly, they participate to make a difference in the lives of people with MS.
In 2013, Vertical Express for Can Do MS events brought together four unique ski resorts, hundreds of event
participants, volunteers and grassroots fundraisers to ski or ride to make a difference in the lives of families living
with MS. The series raised over $323,000 for Can Do MS’s lifestyle empowerment programs.
THE EVENT
“Coming to the CAN DO® Program is the best thing that has happened to me since I was
diagnosed with MS 30 years ago.” -Donna R. I CAN DO Program Alumni
2014 EVENT SCHEDULE
Vail Mountain, CO - February 8th
Crystal Mountain, WA - March 1st
Squaw Valley USA, CA - March 1st
Schweitzer Mountain, ID - March 8th
“Thank you. With knowledge, comes power. I am feeling more powerful every time I come here
and learn how I can live with my MS.” -Barbara Ann F. I Webinar Participant
DEMOGRAPHICS
63% of participants between 30 – 59
years old
49% male / 51% female
81% of participants hold at least a 4-year
college degree
44% of participants have a household
income of $100,000 or more
76% of participants are likely to purchase
a Vertical Express for Can Do MS
sponsor’s product over a non-sponsor’s
product
4 STARS. 6 YEARS
Can Do MS has earned a four-star rating , the highest rating possible, for six consecutive years
for its fiscal responsibility from nonprofit evaluator Charity Navigator.
OUR STORY
Can Do MS is an innovative provider of lifestyle
empowerment programs for people with MS and their
support partners. A national nonprofit organization, based
in Edwards, CO, we empower people to move beyond
their MS by giving them the knowledge, skills, tools and
confidence to adopt healthy lifestyle behaviors, actively
co-manage their disease and live their best lives.
Can Do MS was founded in the Vail Valley 30 years ago
by Olympic skiing medalist Jimmie Heuga, who was
diagnosed with multiple sclerosis. His drive and
commitment to bringing a better quality of life to others like
him led him to create Can Do MS.
Learn more about Can Do MS
“I wish all people with MS could attend a CAN DO Program. I doubt there is anything, anywhere that
even comes close to the quality and quantity of information and concern that was displayed.”
–Anonymous I CAN DO Program Alumni
2014: A HISTORICAL YEAR
2014 is an exciting year for Vertical Express; it is a culmination of anniversaries. 2014 marks the 50th year since Jimmie Heuga
and Billy Kidd were the first Americans to win medals in skiing at the Olympics. It is also the 30th Anniversary of Can Do MS.
Can Do MS Supporters
Community Sponsor - Exclusive
$10,000
In-print Recognition
• Name recognition as Community Sponsor in all press releases distributed throughout Colorado
• Company logo listed as Community Sponsor on all promotional/marketing initiatives:
• Event Posters to be placed around Eagle County
• Newspaper ads
On-air Recognition
• Name in promotional TV and radio PSAs where applicable
• Mentions during live TV and Radio Interviews where applicable
On-site Recognition
• Three (3) sponsor banners to be placed at the event site – provided by sponsor
• Opportunity to include promotional items for VIP bags
• On-site activation booth (pending host mountain approval)
• Opportunity to speak at VIP welcome party
Online Recognition
• Logo with link on all email communications to event participants and supporters
• Company listing on footer of all online fundraising pages – sent out by participants to potential donors
• Company name mentioned or linked in all applicable social media posts (5,300+ fans)
Additional Recognition
• One (1) company employee on Vail host committee
• First right of refusal for 2015 Vail Community Sponsor for Vertical Express
Hospitality Benefits
• Ten (10) complimentary VIP passes for event and welcome party
• $25 registration fee waived for all company employees to create individual fundraising pages to encourage company wide
participation. Company “team” page can be created to track top fundraisers within company
Corporate Team Sponsor
$5,000
In-print Recognition
• Name recognition as Corporate Team Sponsor in all local press releases
• Company logo or listing as Corporate Team Sponsor on all promotional/marketing initiatives:
• Event Posters to be placed around Eagle County
• Newspaper ads
On-air Recognition
• Name recognition in TV interviews where applicable
• Name recognition in Radio interviews and PSA’s where applicable
On-site Recognition
• Live mentions throughout event
• One (1) banner to be placed at event site - provided by sponsor
• Opportunity to include promotional items for VIP bags
• On-site activation booth (pending host mountain approval)
Online Recognition
• Company listing and link on local event registration web pages
• Company logo or listing included in all local email communications
• Company listed and linked in social media posts where applicable
Hospitality Benefits
• Five (5) VIP entries to event including welcome party and goodie bag
• $25 registration fee waived for all company employees to create individual fundraising pages to encourage company wide
participation. Company “team” page can be created to track top fundraisers within company
Gold Sponsor
$1,500
In-print Recognition
•Name recognition as Supporting Sponsor in all local press releases
• Company logo or listing as Supporting Sponsor on all promotional/marketing initiatives:
• Event Posters to be placed around Eagle County
• Newspaper ads
On-air Recognition
• Name recognition in TV interviews where applicable
• Name recognition in Radio interviews and PSA’s where applicable
On-site Recognition
• Live mentions throughout event
• One (1) banner to be placed at event site - provided by sponsor
• Opportunity to include promotional items for VIP bags
Online Recognition
• Company listing and link on event registration web pages
• Company listing in all local email communications
• Company listed and linked in social media posts where applicable
Hospitality Benefits
• Two (2) VIP entries to event including welcome party and goodie bag
Silver Sponsor
$500
In-print Recognition
•Company listing as Supporting Sponsor on all promotional/marketing initiatives:
• Event Posters
• Local print ads
On-site Recognition
• One (1) banner to be placed at event – provided by sponsor
• Opportunity to include promotional items for VIP bags
Online Recognition
• Company listing on local event registration web pages
• Company listing in all local email communications
Hospitality Benefits
• One (1) VIP entry to event and goodie bag
Bronze (Prize) Sponsor
In-Kind Product Donation
In-print Recognition
•Company listing as Supporting Sponsor on all promotional/marketing initiatives:
• Event Posters
• Local print ads
On-site Recognition
• One (1) banner to be placed at event – provided by sponsor
• Opportunity to include promotional items for VIP bags
Online Recognition
• Company listing on event registration web pages
Hospitality Benefits
• One (1) VIP entry to event and goodie bag