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Home My WebLink About2014_05_23 Feast! Vail RFP Vail Commission on Special Events 2014 Event Funding Application Memorial Day Weekend - Vail Village May 23 – May 26, 2014 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: FEAST! Vail 2014 PROPOSED DATE(S): May 23 – May 26, 2014 (includes Monday, Memorial Day) 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: Telephone: 970/476-6797 xt.703 Cell: 970/393-2128 Fax: 970/476-6797 E-Mail Address: jeff@gohighline.com 5) Website address: www.feastvail.com 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 the event and its activities: Created to inspire guests with a weekend packed full of delicious culinary experiences and Vail adventure. FEAST! Vail kicks-off the summer season with the adventurous, Memorial Day Weekend culinary celebration. Renowned Vail chefs will collaborate and compete with visiting guest chefs. Chefs will be joined by masters of the vine, cocktail artisans and craft beer pros –all game for adventure, from the kitchen table to the mountain trail. FEAST! Vail creates an exceptional centerpiece and kick off for Memorial Day weekend to create vitality in the heart of Vail and send the message that Vail is open for the summer. This event platform and concept was idea in conjunction with Gourmet on Gore to bookend the summer with vibrant culinary events over the holiday weekends. Events to include: Small Bites, Big Valley Flavors – Friday night tasting event Craft Brews & Cocktails – Saturday night craft beer and distillery tasting “Sides” – Unique and intimate seminars Lifestyle and Culinary Experiences – A perfect blend of the active Vail elements and culinary dishes Vail Valor Race – Memorial Day run benefiting our wounded armed service men and women And more… 2) Describe where the event will be located within the Town of Vail: Vail Village and/or Lionshead Village 3) Will any portion of the event take place outside of the Town of Vail? Yes • If yes, please explain: Hiking on Vail Mountain and within a variety of Vail Village entities 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 liquor boundary as well as TOV police support for event crowd control 5) Is this new or existing event? Existing; It has been in existence for one year; 6) People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: 50+ exhibitors/winemakers/restaurants • Number of volunteers needed 20 • Number of event staff 20 • Nearly 1000 Attendees came from (local, regional, out of state, international): • Local 33% • Regional 46% • Out of State/International 21% 7) Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. 2014 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 3,000 Those who came just for the event: 80% Those staying in Town of Vail lodging: 75% Average nights stay in Vail: 3 Total Incremental Room Nights: 2,700(2ppl/room) Incremental Spending Estimated attendance per day: 1,000 Average amount spent: $275 Event Days: 3 Total Incremental Spending: $825,000 Average lodging price per person per night: $150 Incremental room nights: 5,400 Subtotal spent on lodging: $810,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 500 Average amount spent per day: $275 Subtotal spent on non-event days: $137,500 Total Estimated Incremental Spending: $1,772,500 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. $250,000 Return on Investment through Media, PR and Event Related Impressions alone: 60% Est. Incremental Room Nights Generated 2,700 Incremental Spending Generated $1,772,500 Return on Investment through Incremental Spending Generated in the Town of Vail: 17-to-1 Tax Receipts (Sales - 4%, Lodging-5.4%) $82,240 Return on Investment through incremental spending tax receipts generated in the Town of Vail: - BUDGET: 1) Detailed event budget, including all anticipated revenues and expenses. Gourmet on Gore 2014 Pro Forma 2014 Estimated FEAST! VAIL REVENUES: Sponsorships (net) $20,000 CSE Event Funding 100,000 Ticket/Pass/Activity Sales 20,000 F&B Sales (less sales tax 4.4%) -‐ Merchandise Sales -‐ TOTAL REVENUES $140,000 EXPENSES: Highline Event Managers (EP/AP) $20,000 Event Operations 10,000 Talent - Chefs/Entertainment 1,500 Event Advertising/Marketing/Promos 7,500 Event Signage 3,000 Event Merchandise/Sponsor Gifting -‐ Event Supplies 9,000 F&B Expenses 15,000 Charitable Donation -‐ Event Equipment/Party Rentals 8,500 Event Photography 500 Portable Toilets/Trash Removal 2,500 Drayage/Porterage 300 Awards 500 Public Relations 1,500 Venue Rental/Site Fees (Solaris) 2,840 Wardrobe/Uniforms 2,250 Event Insurance 5,000 Equipment Repairs -‐ Bank/Credit Card Charges 1,200 Activities 2,000 Pre-press/Design 1,500 Licenses and Permits 1,000 Printing and Reproduction 1,000 Office/Computer Supplies 400 Postage/Shipping 300 Web Site/E-Mail/On-line Ticketing 550 Event/Sales Travel 500 Meals/Entertainment 500 Event Lodging 2,500 Sponsor Ground Transfers -‐ Event Payroll Expenses 14,000 Contract Labor/Culinary Consultant 10,000 Agency Fee 15,000 TOTAL EXPENSES $140,340 NET PROFIT (LOSS) $(340) 2) What percentage of the total event budget is CSE being asked to fund? 70% 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 FEAST! Vail. 4) Should the CSE decide not to support this event, will it still occur? No. 5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 15% 6) What percentage of the total event budget do you expect the event itself to generate? 15% 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 and the TOV. 8) Do you anticipate requesting funding from the CSE next year? Yes X No _____ If yes, in what amount? $100,000 ADDITIONAL ATTACHMENTS: 1) References – Highline has successfully been producing events in Vail for sixteen 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 newspaper print ads, website, posters, handbills as well as inclusions in social media. 3) Marketing plan and detailed explanation of potential for sponsorships and media exposure. A targeted media campaign will be run for the event featuring print, radio and online. The campaign will focus on media outlets in the front-range and Vail Valley. An estimated $150,000.00 in media value will delivered by this integrated campaign. • A regional PR campaign will key on the high-end, open to the public nature of the Festival. The campaign is expected to generate over $100,000 in equivalent media exposure. • FEAST! Vail will feature a stand-alone web site offering schedules, news, event pics and more. www.feastvail.com • Tweets, Facebook messages, and direct broadcast emails will be sent to the Gourmet on Gore target audience. • Numerous collateral materials will be posted and disseminated throughout the Colorado target region including 4-color 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). EVENT OVERVIEW - The first annual FEAST! Vail offered a fantastic atmosphere, unique culinary and lifestyle experiences and a great kick off to Memorial Day Weekend in Vail. FEAST! Vail created an exceptional centerpiece and kick off for Memorial Day weekend to create vitality in the heart of Vail and send the message that Vail is open for the summer. This event platform and concept was idea in conjunction with Gourmet on Gore to bookend the summer with vibrant culinary events over the holiday weekends. Guests were wowed but these intimate events and happy to truly experience these culinary offerings vs. being spectators. While keeping the Vail brand front of mind, the event was extremely tasteful, unique and highlighted some of Vail's top restaurants in a very unique, hands-on way. • Media placements included radio, print and new media. • FEAST! Vail meets these standards both with the high quality of the chefs, restaurants as well as the overall production, organization and strong visual aesthetics of the venues • FEAST! Vail not only offers a variety of event for the whole family but includes lifestyle activities like Casting for a Cause, Hike and Dine, Belay and Brunch, experiential tasting and culinary seminars and more. • Measures that could be taken for event improvement: • Increased lead time for planning for 2014 will speak volumes for this event and potential sponsorship • Maintain high quality and variety of the programming so as to allow for more participants but still keep the intimacy and boutique feel that was often commented on throughout the weekend • Continue to attract top culinary talent who not only want to come to Vail to cook it up but to enjoy all that the Vail lifestyle has to offer • Grow the visual identity of the event with images of chefs in whites engaging in activities and adventure • FEAST! Vail does an excellent job of impacting Vail’s sense of community. This event offers a relaxed and comfortable atmosphere to showcase Vail’s culinary delights through a unique event platform, with the Town of Vail and its merchants as the perfect complement. It features a variety of pairing opportunities, within a classy, clean venue which aligns nicely with the world-class resort that visitors and locals alike know and love. The mix of culinary inspired “sides” as well as lifestyle events pulled together not only the experiential opportunity attractive to the Vail guest but also a hands-on or close interaction with some of Vail’s best. The twist of including guest chefs from Denver further intrigued the guests and expanded the promotional reach. Detailed 2013 event budget, including all revenues and expenses. FINAL FEAST! VAIL REVENUES: Sponsorships (net) $2,700 CSE Event Funding 85,000 Ticket/Pass/Activity Sales 13,500 F&B Sales (less sales tax 4.4%) -‐ Merchandise Sales -‐ TOTAL REVENUES $101,200 EXPENSES: Highline Event Managers (EP/AP) $20,000 Event Operations 11,151 Talent - Chefs/Entertainment 1,455 Event Advertising/Marketing/Promos 10,838 Event Signage 3,223 Event Merchandise/Sponsor Gifting -‐ Event Supplies 9,188 F&B Expenses 15,503 Charitable Donation -‐ Event Equipment/Party Rentals 8,647 Event Photography 500 Portable Toilets/Trash Removal 2,500 Drayage/Porterage 328 Awards 26 Public Relations 1,665 Venue Rental/Site Fees (Solaris) 2,840 Wardrobe/Uniforms 2,282 Event Insurance 5,000 Equipment Repairs -‐ Bank/Credit Card Charges 405 Activities 2,039 Pre-press/Design 1,473 Licenses and Permits 967 Printing and Reproduction 969 Office/Computer Supplies 400 Postage/Shipping 288 Web Site/E-Mail/On-line Ticketing 552 Event/Sales Travel 3,608 Meals/Entertainment 103 Event Lodging 399 Sponsor Ground Transfers -‐ Event Payroll Expenses 13,762 Contract Labor/Culinary Consultant 14,745 Agency Fee -‐ TOTAL EXPENSES $134,855 NET PROFIT (LOSS) $(33,655) 6) Past or projected demographics of event attendees and spending. 2014 Projected Demographics FEAST! Vail is expected to attract the much sought after high-end, high-consuming Vail audience. 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 40 with HHI of $150,000++ 7) Organization rosters naming: • All officers and respective positions • Board of Directors and positions All officers and respective positions: HIGHLINE Principals/Board of Directors: Jeff Brausch, President/CEO James Deighan, Partner/VP HIGHLINE Employees: Peggy Wolfe, Director of Events Katie Tille, Executive Producer John McGuire, Executive Producer Jeff Seme, Senior Event Manager Missy Johnson, Sponsorship Manager Jim Nagy, Account Manager Ryan McNamara, Production/Partner Assistant Dave Cronin, Event Assistant Kelli Brausch, Controller/CPA