HomeMy WebLinkAbout2014_04_07 Spring Back to Vail RFP
Vail Commission on Special Events
2014 Event Funding Application
Applied for by:
2012 & 2013 Event Marketer Magazine's "Top 100 Event Agency"
12 Vail Rd. Suite 500, Vail, CO 81657
(970) 476-6797
www.gohighline.com
VAIL COMMISSION ON SPECIAL EVENTS
2014 EVENT FUNDING APPLICATION
NAME OF EVENT: Spring Back to Vail
PROPOSED DATE(S): April 7 – 12 and April 20, 2014
AMOUNT OF CASH FUNDING REQUESTED: $100,000-
PRODUCING ENTITY: HIGHLINE
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 Info:: 970/476-6797 xt.703 Cell: 970/393-2128 Fax: 970/476-6890
E-Mail Address: jeff@gohighline.com
5) Website address: www.gohighline.com | www.vail.com/springback
6) Number of years your organization has been in business __16____
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: Habitat for Humanity
• Tax payer ID#: 84-1331831
EVENT DESCRIPTION:
1) Brief Description of Event: Vail’s season ending bash which has become Vail’s rite
of Spring. Featuring on and off-snow events, headliner concerts, street parties and the
ever-popular World Alpine Pond Skimming Championships. Voted the #1 Mountain
Spring Party in the U.S. by Ski Magazine.
2) Describe where the event will be located within the Town of Vail: Vail Village &
Lionshead including Vail Mountain base areas, Ford Park, and potentially Vail Village
for concerts. Concerts and locations are currently TBD.
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 perimeter of the beer gardens on the concert nights
as well as TOV police support for crowd control these same concerts.
5) Is this a: New event ___ Existing event X Number of years in existence: 11
Location(s) of event in previous years: Same as proposed in 2013
6) People:
• Number of participants (athletes, artists, exhibitors, etc.) anticipated: 500
• Number of volunteers needed 20 Number of event staff 75
• # of spectators/event attendees anticipated 100,000 during the event period
o Local 20%
o In-state (non-local) 20%
o Out of State 60%
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 2014 Spring
Back to Vail
2014 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 100,000
Those who came just for the event: 60%
Those staying in Town of Vail lodging: 80%
Average nights stay in Vail: 3
Total Incremental Room Nights: 72,000 (2ppl/room/double
occupancy)
Incremental Spending
Estimated attendance per day: 14,250
Average amount spent: $150
Event Days: 7
Total Incremental Spending: $14,962,500
Average lodging price per person per night: $125
Incremental room nights: 72,000
Subtotal spent on lodging: $18,000,000
Number of days in Vail not for event: 1.0
Number of people staying additional days: 10,000
Average amount spent per day: $150
Subtotal spent on non-event days: $1,500,000
Total Estimated Incremental Spending: $34,462,500
8) What return on investment should the Town of Vail expect?
2014 Town of Vail Estimated Return on Investment
Town of Vail Investment $100,000
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. $1,000,000
Return on Investment through Media, PR and
Event Related Impressions alone: 9-to-1
Est. Incremental Room Nights Generated
72,000
Incremental Spending Generated $34,462,500
Tax Receipts (Sales - 4%, Lodging-5.4%) $1,630,000
Return on Investment through Incremental Spending
in the Town of Vail: 15.3-to-1
BUDGET:
1) Detailed event budget, including all anticipated revenues and expenses.
2) What percentage of the total event budget is CSE being asked to fund? 17%
3) Please describe briefly how you will use the funds that you are requesting from
the CSE: To mitigate the many operational expenses associated with the successful
production of the event.
4) Should the CSE decide not to support this event, will it still occur? Undecided.
5) What is the dollar amount of sponsorships from alternative sources reflected in
the event budget? 83%
6) What percentage of the total event budget do you expect the event itself to
generate? 50%
7) If possible, would you intend to host the event in Vail beyond 2014? Yes X No_
If yes, for how many years beyond 2014? As many as years as it makes sense
financially and strategically for Highline, Vail Resorts and Town of Vail.
8) Do you anticipate requesting funding from the CSE next year? Yes X No___
If yes, in what amount? TBD.
MARKETING:
9) Sponsorships/Media Exposure
Highline will continue to sell sponsorships on its properties to help cover the numerous
operating and marketing expenses to make Spring Back to Vail a success.
ADDITIONAL REQUIRED ATTACHMENTS:
1) References – HIGHLINE has a prior history of producing events in Vail for 16
years.
2) 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 to include national
media including online, television, newspaper print ads, web, posters, handbills and
more.
3) Marketing plan and detailed explanation of potential for sponsorships and
media exposure.
• An extensive, traditional media campaign will be run for the event featuring print
(newspaper and magazine), radio and television. The campaign will focus on
front range media as well as destination market media. Over $250,000.00 in
media value is expected to be delivered by this integrated campaign.
• A strong national, regional and local PR blitz will key on Spring Back to Vail. The
campaign is expected to generate over $1,000,000 in equivalent media value.
• Spring Back to Vail will continue to push on the new media envelope with
Facebook, Twitter and custom web pages running in support of the event. The
event will also receive a great deal of play on Vail Resort’s web site
www.snow.com and www.vail.com
• Direct broadcast emails and standard mailings will be sent to lists, including
those owned by Vail Resorts and Highline, targeting our audience.
• Numerous collateral and competitor materials will be disseminated throughout
the region. Including postcards and posters.
4) PR/Marketing Contacts:
PR CONTACT: Missy Johnson, Account Manager, Highline, 970-476-6797 x712, missy@gohighline.com
MARKETING CONTACT: Missy Johnson, Account Manager, Highline, 970-476-6797 x712,
missy@gohighline.com
5) Previous year's event evaluation, including income and expense statement (if
existing event).
Some of the strengths and weaknesses are as follows:
• Marketing and PR campaigns were very successful – major coverage
generated almost 7,250,000 impressions and well over $1,000,000 in
equivalent value.
• Media included television, radio, print and digital media
• Spring Back to Vail returned April 8-14, 2013, celebrating the season in
style with a jam-packed schedule of parties, giveaways, on-mountain
events and three headliner concerts all part of Vail’s 50th Anniversary
season.
• Headliner for Spring Back to Vail included O.A.R., SUBLIME WITH ROME
AND JIMMY CLIFF. The event schedule also included the wet ‘n’ wild
World Pond Skimming Championships.
• 2013 saw the return of no-cost admission for all events and concerts
surrounding Spring Back to Vail, marking the continuation of Vail
Mountain’s commitment to providing free, first-rate entertainment for
guests from all over the world. The event kept the town packed to close
out Vail’s 50th Winter Season.
• Marketing and PR campaigns were very successful in promoting
awareness and driving event attendance especially during a slow snow
year.
• Research shows that Spring Back to Vail was a main reason for choosing
Vail, which is double that of last year.
• Spring Back to Vail definitely raises the guest enjoyment of their
experiences.
• On-mountain events included World Pond Skimming Championships and
a full weekend of the expo village at the Vista Bahn base area.
• High loyalty and suggestion of repeat business all came out of research.
• The range of well-known A-list as well as emerging artists this year
reached a wide variety of concert goers and a provided great energy
throughout the town each night. The sponsor and band awareness
numbers were superb.
• The Green Initiatives play a key role in an event of this size, Highline is
proud of the recycling efforts surrounding this event with such high
attendance at concerts and at the World Pond Skimming Championships.
• The Sunday Jimmy Cliff concert which followed the World Pond Skimming
Championships was a key factor in effectively bringing people safely into
town and off the mountain on closing day.
2013 Final Spring Back to Vail Budget
6) Past or projected demographics of event attendees and spending.
2014 Projected Demographics
Spring Back to Vail’s audience is expected to attract the much sought after high-end,
high-consuming Vail audience, along with a younger demographic for the closing
weekend events. The event is created to capture a wide range of customers to include
young singles (21+) as well as couples and families. We anticipate the Average age will
be 35-40 with HHI of $100,000++.
7) Organization rosters naming:
• All officers and respective positions
• Board of Directors and positions
Highline Roster
Principals/Board of Directors:
• Jeff Brausch, President/CEO
• James Deighan, Partner
Employees:
• Peggy Wolfe, Director of Events
• John McGuire, Executive Producer
• Katie Tille, Executive Producer
• Jeff Seme, Senior Event Manager
• Missy Johnson, Account Manager
• Chris Dolan, Director of Client Services
• Jim Nagy, Account Manager
• Kelli Brausch, Controller/CPA
• Dave Cronin, Assistant Event Manager
• Ryan McNamara, Production & Partner Assistant