HomeMy WebLinkAbout2014_06_27 Vail Culinary Demonstrations LH RFP
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
Vail Commission on Special Events
Event Funding Application
I.) Name of Event:
a. Vail Culinary Demonstration Series
II.) Proposed Dates:
a. The primary schedule would be Fridays and Saturdays, June 27th – September 27th, 2014. Additionally,
the Vail Culinary Series would run on Sundays for holiday or event weekends (beginning with Memorial
Day Weekend).
III.) Amount of Cash Funding Requested:
a. $60,000
IV.) Producing Entity:
a. President or Executive Director’s Name: Brian Nolan, Group970 Restaurants
b. Name and Title of Person Completing the Application: Brian Nolan, Owner Group970 Restaurants
c. Business Address: 63 Avondale Lane, Suite C-1, Beaver Creek, CO. 81620 (physical).
PO BOX 5549, Avon, CO. 81620 (mailing)
d. Telephone: 970-845-0545 (office) 970-904-8666 (cell) 970-845-8444 (fax)
e. Email: brian@group970.com
f. Event and/or organization website: www.group970.com
g. Number of years your organization has been in business: Twenty four.
h. Mission Statement: Food, Drink, Adventure – that’s fitting isn’t it!
i. Organization's tax status: For profit, though producing this event would not create profit for our
company.
j. Does the event benefit a charity? As a general operation, no. However, the tent structure will be
available for use for other entities and would be a perfect fit for a non-profit event. Additionally, as we
will feature a variety of Vail chefs throughout the series, each participating restaurant would be able to
tie their demonstration in to a local non-profit at their discretion (e.g. Kelly Liken and Sowing Seeds).
V.) Producing Event Description:
a. Brief description: The Vail Culinary Demo Series would enhance and further broaden the culinary
messaging Vail strives to portray to all potential and visiting guests. These cooking and mixology
demonstrations offer a series of immediate culinary discoveries for those with a passion for the art of
cooking. The demo tent would allow guests to learn first-hand from some of the most celebrated chefs
and drink specialists Vail has to offer. Each demo offers a visual, interactive component to Vail’s
established culinary scene creating another unique Vail experience beyond the ski mountain. Guests
will relax and enjoy as Vail chef’s take them on an educational culinary journey and watch as they learn
new techniques, tips and see firsthand how to prepare mouth-watering dishes available right here in
Vail.
b. Where will the event be located within the Town of Vail? Lionshead Village, Gondola Lawn (Pending
Approval)
c. Will any portion of the event take place outside of the Town of Vail? No
d. Will additional in-kind services be required from the Town of Vail? No
e. Is this a new or existing event? New event
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
f. Number of participants anticipated: We anticipate approximately 30 guests per demo.
g. Number of volunteers needed: 0
h. Number of event staff: 2
i. Total Number of spectators/attendees anticipated and estimate:
i. Local 30%
ii. In-state (non-local) 50%
iii. Out of state 20%
j. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room
nights and increased spending generated: It is the hope that the demonstrations will encourage local
spending at restaurants especially those participating. Also getting guests to the tent which will be
centrally located in Vail will encourage them to spend money at retail shops and elsewhere in the area.
Overall the hope is that it would increase sales tax revenue to the town. Indirectly, it will further
develop the message of Vail as a culinary destination and hopefully attract additional media attention
and guests beyond just those attending the demo series. Finally, we feel it will serve as an enhancement
to the current guest experience, giving more reasons for those guests to continue to choose Vail.
k. What return on investment should the Town of Vail expect? The messaging about the culinary
experience and dining out in Vail will be accented during these demos. Additional these demos will
overall enhance the Vail experience and the Vail brand. Overall the Town we hope would see increased
sales revenue, the engagement of the local restaurant community, a new, unique experience for guests
and it will hopefully entice visitors to return and bring others with them year after year.
VI.) Budget:
a. Please attach a complete and detailed event budget, including anticipated revenues and expenses.
i. The budget, expenses and revenues are currently in the developmental stage. We want to tap
in to as many of the local industry professionals as possible prior to finalization of planning in an
effort to create the most impactful event series possible. Potential area and industry sponsors
are also being looked in to prior to setting a final budget.
b. What % of the total event budget is the CSE being asked to fund?
i. The CSE is being asked to fund a significant portion of the initial investment for the tent and
equipment required for this series. For the remaining portion of the equipment cost, in addition
to administrative and marketing costs for the series, we are looking to the area merchants, local
businesses and the restaurant community.
c. Describe briefly how you will use the funds that you are requesting from the CSE.
i. Initial Equipment Investment
1. Purchase of Tent, Chairs, Kitchen Equipment and Utensils
ii. Marketing
1. Newspaper – Local and Surrounding Mountain
2. Television – Local
3. Radio – Local and Potentially Front Range
4. Social Media and Digital
5. Website Development
6. Creative Development and Print Production
iii. Staff and administrative tasks:
1. Presence at tent for set-up and tear down.
2. Distribution of collateral as described above.
3. Event coordination (recruitment of restaurants, collection of information, contact point
for both participants and potential attendees). Collection of demonstration information
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
and posting of information will be essential to the coordination.
d. Should the CSE decide not to support this event, will it still occur?
i. Most likely not. In future years the intent is for the event to be self-sustaining, however, due to
the size of the initial investment, CSE and TOV support is essential.
e. What is the $ amount of sponsorships from alternative sources reflected in the event budget?
The majority of other contributions anticipated in the upcoming year would come from in-kind support
from the following:
1. The Vail Restaurant Community
2. Local Merchant Support
3. Messaging assistance from community partners
As the event continues to grow we anticipate great potential for the recruitment of sponsors from
within the restaurant industry, local businesses and industry businesses (e.g. food suppliers, beverage
distributors, etc.).
f. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales,
merchandise, food and alcohol sales, etc.)
i. The event will generate sales tax revenue through increased restaurant sales in addition to
possible increased retail sales due to greater foot traffic throughout the demonstration times.
ii. The event has potential to create an indirect financial impact by further emphasizing the Vail
culinary message as well as emphasizing Vail as a world class foodie destination.
iii. Additionally there is ability to recoup some of the cost in allowing other organizations and
events utilize the tent space when not being used for the demo series.
g. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years beyond
2014?
i. The event absolutely hopes to continue to be a regular happening for many years to come
throughout the spring, summer and fall seasons.
h. Do you anticipate 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?
i. It would be the thought that in year two we would seek funding support only for the
administrative and marketing aspect of the event, which would be a small fraction of the cost
requested in this first year. In year three we aim to no longer require funding from the CSE.
That said, we would hope to see continued in-kind support from the VLMD and TOV by including
our event in their media efforts and messaging every year.
VII.) Additional Required Attachments:
a. 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 number of lodging nights generated:
i. Any marketing call to action or website lodging reference will point guests directly to the
existing booking engine on vail.com. As the event is not intended to drive additional room
nights, unless paired with larger events such as Feast, we do not intend to track lodging nights
generated.
b. Marketing plan and detailed explanation of potential for sponsorships and media exposure:
i. The marketing effort will be led by Group970, but will very much rely on soliciting help from our
surrounding local organizations, such as the VLMD, TOV and VVP, and the participating
restaurants. The series would be advertised with local print ads, digital and social media efforts,
website presence, in-restaurant, lodge and information center collateral and potentially radio
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
and TV interviews.
c. Previous year's event evaluation, including income and expenses:
i. N/A
d. Past or projected demographics of event attendees and spending:
i. We will aim for the local community in addition to Denver, front range and surrounding
mountain communities such as Aspen, Vail, Frisco, Glenwood Springs, etc. Although the series
will primarily target present guests (through concierge) and the local community, in pairing with
other events and as the series grow a wider demographic base becomes possible. Our intention
is to drive guests in to the Vail restaurants and retail locations before and after the demo series,
in addition to hopefully driving guests to new restaurants and enticing them to dine in Vail more
frequently, due to their increased exposure to the incredible and diverse Vail culinary scene.
e. Organization rosters naming:
i. All officers, respective positions & board of directors: GROUP970 will be the producing entity
with principle staff to be determined. Beyond GROUP970 and other staff to be named at a later
date we will again be looking to our community partners for assistance and support.
Vail Culinary Demonstration Series Proposal 2014
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Vail’s Culinary Demo Series Purpose:
The Vail Culinary Demo Series would enhance and further broaden the culinary messaging Vail strives to
reveal to all potential and visiting guests. These cooking and mixology demonstrations offer a series of
immediate culinary discoveries for those with a passion for the art of cooking. The demo tent would
allow guests to learn first hand from some of the most celebrated chefs and drink specialists Vail and the
world has to offer. Each demo offers a visual, interactive component to Vail’s established culinary scene
creating another unique Vail experience beyond what the ski mountain has to offer. Guests will relax
and enjoy as Vail chef’s take them on an educational culinary journey and watch as they learn new
techniques, tips and see firsthand how to prepare mouth-watering dishes available right here in Vail.
About the Culinary Tent:
Upon being set for the summer, the culinary tent and kitchen would remain throughout the season. The
kitchen equipment would be set in a manner that it can be hidden from the main tent exposure,
allowing non-culinary event use of the tent as necessary. All equipment will be secured in a fashion that
protects the investment but does not require added security throughout the summer season. As a part
of the culinary series, the tent would host a variety of featured chefs throughout the year, all of which
would highlight their exclusive culinary offerings as well as be a representation of the diverse Vail
culinary scene. Each willing chef would sign up and provide an educational, unique and entertaining
experience for each demo; assuring all content and demos are original and exciting for both new and
returning guests. The demos would occur at the stationary culinary tent, located on the Gondola lawn
(pending approval), twice a week at set times with a simple published and distributed program as to give
guests the option to attend their chosen demonstration.
Each demo would run approximately 45 minutes long and would be free to all interested guests
however would be filled on a first come, first served basis. At the demo the featured chef would
prepare their previously announced dish and would provide each attendee with a sample size portion
and a simplified home recipe of the item at the conclusion of the demonstration.
Culinary and cooking demonstrations are used throughout the country at a variety of locations but all
for a similar general purpose, to further engage those interested in the presenter’s culinary sills. With
so many world-class and innovative chefs here in Vail it only makes sense to provide guests access to
further their pursuit into Vail’s incomparable rocky mountain culinary scene. Le Cordon Bleu Culinary
Arts School opens its doors to the public to participate in demonstrations while Epcot in Disney Land has
also created their very own year round culinary tent. This tent would also be utilized at signature events
with themed presentations (ex. bratwurst making during Oktoberfest) and could also be potentially used
for some retail food and beverage establishments ranging from Rocky Mountain Cupcakes to Wine &
Spirits to kitchen supplies, similar to how William Sonoma operates their culinary demos.
The culinary demo tent concept has become an established foodie favorite and would provide additional
entertainment, education and culture to our ski mountain base area; attracting a favorable
demographic, completely in line with the Vail Brand.
Furthermore, this base area animation would provide an opportunity for local chefs to get in front of
current guests while in Vail. These demos would create a relationship between the chef and attendee,
hopefully encouraging guests to dine out and enjoy all the Vail culinary scene has to offer.
Vail Culinary Demonstration Series Proposal 2014
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Vail’s Culinary Demo Series Operational Details:
§ Schedule: The Vail Culinary Demo Series will be summer series, occurring every Friday and
Saturday evening, beginning on Friday, June 27th and running through Friday, September 26th,
2014. Friday and Saturday demos will be scheduled for a 5pm each evening. Additionally, on
holiday weekends, the tent would be utilized on Fridays, Saturdays and Sundays, starting with
Memorial Day Weekend. For these weekends, the demo schedule would shift to include mid-
day demonstrations. It is our full intent to work hand in hand with the Vail list of event
promoters to utilize the tent in a manner that supports and enhances each event as much as
possible.
§ Staffing: The demo series will require one event manager, to oversee budget and upper level
decisions, and one event coordinator to oversee scheduling of chefs, collection of demo dishes
and recipes, submitting the marketing aspects of the event on a timely manner and event day
operations (including but not limited to event set-up, handing out recipes to guests, helping chef
with the distribution of samples and clean up and lock down of equipment). Anticipated hours
for the coordinator are the following: Event Planning mid-June – 10-12 hours, Weekly
coordination efforts – approximately 2-3 hours, Event Day Operations – approximately 2-3 hours
(Weekly total – approximately 6-9 hours per week).
§ Equipment: TBD. As mentioned in the formal application, this aspect is still in development.
Equipment needs include a semi-permanent tent, kitchen equipment, kitchen utensils, attendee
chairs and the coordination of storage and security aspects for all of the aforementioned. This
component will also include information on the steps taken to create a tent structure that can
be utilized by other events and entities when not in use for the culinary demo series.
§ Sponsorship: It is our belief that the Vail Culinary Demo Series and Tent provides great
opportunity to develop a variety of sponsorship opportunities moving forward. Though
sponsorships may be limited within the first year, we anticipate signing on a variety of potential
sponsors ranging from local businesses to larger culinary industry organizations in future years.
§ Marketing:
§ Print Advertising: All print advertising will mostly be limited to local and surrounding
mountain newspaper advertisements.
§ Website: A regularly updated and relevant website will be a significant portion of the
marketing effort. The Staff Coordinator will be responsible with updating the
demonstration schedule, adding chef bio and recipe information and updating event
photos.
§ Social: The first year plan would be to create a specific Facebook, Twitter and Instagram
account for the series, all maintained and updated by the Staff Coordinator
§ Email: Via a raffle entry at each demonstration, we will obtain the email addresses of all
attendees for a regular email blast regarding demo updates or notes from our Vail chefs.
Additionally we will look to our local community partners, lodges and participating
restaurants to include Series information in their regular guest communication.
§ On-Location Collateral: A simple Series information card will be provided to Vail
Restaurants, Lodges, Retail locations and Information Centers to further promote the
Series.
§ TV and Radio: As available we will have Chefs and Restaurant Partners make
appearances for interviews on local TV and Radio.
Vail Culinary Demonstration Series Proposal 2014
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