HomeMy WebLinkAbout2014_06_28 Vail Arts Festival RFP
August 25, 2013
TO: Special Event Producers
Subject: Funding Requests for Special Events in 2014
The Commission on Special Events is seeking innovative and exciting
proposals for Special Events throughout 2014 that align with our collective vision
of Vail as “The Premier International Mountain Resort Community!
An application and guidelines are attached. “Special Event Rating Criteria” (Attachment A)
will be used to evaluate all proposals with respect to how they align with the strategic
approach to providing a calendar of events that are well matched to the “Vail” brand and will
exceed the expectations of a very sophisticated and international clientele. Primary
consideration will be given to events that drive incremental overnight visitors.
In response to community input and maintaining a strategic partnership with the objectives of
the Vail Local Marketing District and Vail Mountain Marketing, additional consideration may be
given to proposals that:
• Are well suited to venues in Lionshead, including the Lionshead Mall area and Vail
Square at Arrabelle.
• Emphasize the increased role of “Health and Well Being” as a driver for our guests’
decisions.
• Are proposed for the timeframes including:
o Early Ski Season: Thanksgiving, and/or through the second week in December.
o The second week in January through the first week in February
o The last two weekends in August
Producers should submit the required information electronically in PDF format, plus 1 hard
copy (unbound on 8 ½ x 11 size, minimum 30% PCW paper), to the Commission on Special
Events no later than 5:00 p.m. on Monday, October 21, 2013. Qualifying applications will be
reviewed by the CSE at their regular monthly meeting on W ednesday, November 6, 2013.
Final funding allocations will be determined by the CSE at a special meeting on W ednesday,
November 13, 2013. Applicants will be notified of their status by December 16, 2013.
Please address any questions to: Sybill Navas, Coordinator, Commission on Special Events
E-mail: snavas@vailgov.com Phone: 970.477.3551 or FAX: 970.479.215
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Tow n of Vail: Commission on Special Events
2014 Special E vent Funding
Guidelines
Mission Statement: The Vail Commission on Special Events (CSE) is
accountable to deliver an annual Special Events Plan which ensures world
class events that are fully aligned with Vail’s brand. The CSE shall effectively
and efficiently allocate available budget behind this objective.
The Events Plan will deliver measureable results in terms of specific goals:
economic impact, optimization of the seasonal calendar, positive community
experience and integration, as well as positive guest-centric results that lead to
future loyalty.
To qualify for funding review, events must support the CSE’s strategic priorities and meet the
following requirements:
• The event(s) must take place predominately within the Town of Vail.
• Applications must be complete, providing all information and attachments requested on the
application form. Incomplete applications will not be reviewed.
• Applicants must request a specific dollar amount and a brief explanation of how the requested
funds will be utilized.
• Funding allocations will be dispersed only to the entity whose name appears on the application.
All Town of Vail permits and documentation required for the production of the event must be filed
under the name of the event producer as it appears on the funding application.
The CSE will measure events using the following criteria:
(Attachment A: Special Event Rating Criteria)
• Alignment with the “Vail Brand” and the target market as defined by the Vail Local Marketing
District (VLMD.)Please see “Attachment B” for a description of how this is defined.
• Potential for positive economic impact to the lodging, restaurant and retail sectors of the
community, with the highest priority given to events that drive destination guests from all over
America and around the world.
• Opportunity to leverage funding with sponsorships and/or media exposure so as to “stretch” the
impact of the CSE’s contribution, as well as the proposed event’s potential for growth.
• Experience and qualifications of the event producer, as well as a demonstrated commitment to
the values which are shared by the CSE and the Town of Vail Event Review Committee (ERC).
• The event is proposed for a time of year that supports the CSE’s goal of ensuring a calendar of
events that will stimulate the local business economy throughout the year.
• Contribution to Vail’s “Sense of Community.”
• For Existing Events:
o How well the event has demonstrated success, per the CSE’s measurement criteria.
o History of compliance with Town of Vail regulations and special event permit requirements.
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In consideration of the receipt of funds from the CSE, the Event Promoter shall agree to:
• Comply in a complete and timely manner with all Special Event Permit requirements of the Town
of Vail.
• Ensure that the event is listed on the online community event calendar.
• Meet with the CSE Event Liaison:
o To understand and be poised to take advantage of any and all marketing or PR
opportunities that the VLMD may provide.
o To ensure compliance with the “Vail Brand” on any and all promotional materials
associated with the event. (Please be advised that penalties may be assessed against the
funding allocated for incorrect use of either the “Vail Brand” and/or the Town of Vail logo.)
• Agree to comply with the all marketing gates on the Marketing Checklist.*
• Provide “activation” that will cross-promote your event throughout the community, create guest
awareness of your event and stimulate business in local restaurants/bars and retail
establishments.*
• Agree to the placement of the Town of Vail logo on marketing and promotional materials
associated with the event as appropriate to the level of sponsorship.*
• Provide the CSE with copies of any film or photographs from the event for the purpose of
promoting the Town of Vail.
*Please see “Attachment E: Marketing Checklist and Activation” for additional information.
Accountability: All event producers receiving funding will be expected to present to the Commission
on Special Events within 60 days of the close of their event a written, post-event follow-up document
which shall include:
• How did the event meet the standard of excellence expected of “The Premier International
Mountain Resort Community?”
• An overview outlining the event’s strengths and weaknesses, specifically:
o What parts exceeded expectations?
O W hat measures could be taken to improve the event?
o For existing events, an overview of how the event fared relative to previous years.
• A complete explanation of how potential attendees were directed to book lodging, the estimated
number of room nights generated, and the mechanism that was used to track these bookings.
• A detailed event budget showing actual profit and loss numbers, cash vs. in-kind sponsorships
and an explanation of how the CSE funding was utilized.
• Survey results showing the estimated effect on the following, per the CSE Criteria:
o Attendance numbers and demographic profile
o Estimated benefits to the local economy
o Visitor Intent to Return
o A detailed overview of the marketing that was implemented to promote the event
o Estimated Return on Investment (ROI) to the Town of Vail
• Potential for growth and the development of sponsorships and media exposure.
• How did the event impact Vail’s Sense of Community?
• “Green Events:” W hat initiatives were taken to insure compliance with the Town of Vail’s
commitment to environmental sustainability?
Please see Attachment C: “Guidelines for Post-event Recaps for All Events Receiving Public
Funding” for a more detailed explanation.
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Unless otherwise specified in the contract, CSE funds will be distributed per the following formula:
• 1/3 of the amount upon the signing of a contract stipulating the terms of the CSE’s funding
allocation.
• 1/3 of the amount upon receipt of an invoice from the event producer, accompanied by verification
of the placement of advertising for the event and the submittal of a complete Special Event Permit
Application (if applicable), which is due a minimum of 45 days prior to the start of the event.
• 1/3 of the amount upon receipt of an invoice from the event producer following the completion of the
event and the CSE’s formal vote of approval of the post-event review presentation.
Submit the required information electronically in PDF format, plus 1 hard copy (unbound
on 8 ½ x 11 size, minimum 30% PCW paper), to the Commission on Special Events no
later than 5:00 p.m. on Monday, October 21, 2013.
Vail Commission on Special Events, C/O Sybill Navas, Coordinator
Town of Vail, 75 S. Frontage Rd. Vail, CO 81657,
specialevents@vailgov.com
Qualifying applications will be reviewed by the CSE at their regular monthly meeting on
Wednesday, November 6, 2013. Be prepared to send a representative who can answer
any questions that the CSE may have.
Final funding allocations will be determined by the CSE at a special meeting on
Wednesday, November 13, 2013. Applicants will be notified of their status by December
16, 2013.
Please address any questions to: Sybill Navas, Coordinator, Commission on Special Events
E-mail: snavas@vailgov.com Phone: 970.477.3551 or FAX: 970.479.2157
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VAIL COMMISSION ON SPECIAL EVENTS
2014 EVENT FUNDING APPLICATION
Please
describe
in
space
below
or
attach
additional
documents
if
space
provided
is
not
adequate.
Ø NAME OF EVENT:
Ø PROPOSED DATE(S) :
Ø AMOUNT OF CASH FUNDING REQUESTED:
Ø PRODUCING ENTITY:
1. President or Executive Director’s Name:
2. Name and Title of Person Completing the Application:
3. Business Address:
• Physical Address:
• Mailing Address:
4. Contact Info:
• Telephone: Main:
• Cell:
• Fax:
• E-Mail Address:
5. Event and/or Organization WEBSITE:
6. Number of years your organization has been in business:
7. Mission Statement:
8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit*
• Non-Profit (501C-3), or Not-for-Profit (501C-6) organization
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If applicable, please attach current State Department of Revenue Certificate
with this application.
• Does the Event benefit a charity? If yes, please name the beneficiary:
Ø EVENT DESCRIPTION:
(Contact information that may be useful is provided in “Attachment D”)
1. Detailed description of the event and its activities. If the event will have a culinary
component, please include feedback from the Vail Restaurant Group.
2. Where will the event be located within the Town of Vail? Please list the specific venues
that you plan to utilize, including dates and times, and whether or not you have
contacted them to confirm availability. The Event Producer is responsible for booking
and securing any necessary venues.
3. Will any portion of the event take place outside of the Town of Vail? If yes, please explain.
4. Are additional in-kind services being requested from the Town of Vail? If yes,
please explain, including a description of anticipated impacts on Town of Vail services:
i.e. bus service, parking (both for event production support vehicles and attendees), traffic
control, street closures, police services, etc. (The event promoter will be charged for all
labor, materials and equipment unless such services are specifically exempted and
approved as part of the Special Event Permit.)
5. Is this a new or existing event? If existing, please describe the location(s) of the event in
previous years and the number of years it has been produced.
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6. People:
• Number of participants (athletes, artists, exhibitors, etc.) anticipated:
• Number of volunteers needed:
• Number of event staff:
• Total Number of spectators/attendees anticipated and estimate:
• % Local:
• % In-state (non-local):
• % out of state:
• % International:
7. Description of potential benefits to the Town of Vail, including an estimated # of
incremental room nights and increased spending generated. What return on investment
(ROI) should the Town of Vail expect?
Ø BUDGET:
1. Please attach a complete and detailed event budget, including anticipated revenues and
expenses, as well as the amount to be dedicated to marketing efforts.
2. What % of the total event budget is the CSE being asked to fund?
3. Describe briefly how you will use the funds that you are requesting from the CSE.
4. Should the CSE decide not to support this event, will it still occur?
5. What is the $ amount of sponsorships from alternative sources reflected in the event
budget?
6. What % of the total event budget do you expect the event itself to generate? (i.e.
ticket sales, merchandise, food and alcohol sales, etc.)
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7. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many
years beyond 2014?
8. 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, please explain how you intend to grow the event
and indicate what %, if any, of the total event budget you anticipate requesting next
year.
Ø MARKETING:
1. Please provide a detailed description of your marketing plan and indicate how the
budget will support the program.
2. Explanation of potential for sponsorships and media exposure.
3. Specify any marketing support you are requesting.
4. Name, telephone number and email addresses of your PR and marketing contacts.
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Ø REQUIRED ATTACHMENTS:
1. References and/or referrals from other communities are required if you do not have a
prior history of producing events in Vail.
2. 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.
3. Previous year's event evaluation, including income and expense statement (if existing
event).
4. Past or projected demographics of event attendees and estimated spending.
5. Organization rosters naming:
§ All officers and respective positions
§ Board of Directors and positions
The CSE appreciates the inclusion, in electronic format please, of any additional support
materials such as DVD’s, programs, news articles or other printed materials.
Attachment A
COMMISSION ON SPECIAL EVENTS
Event Recruitment Score Card
Criteria Rating
Does The Event Have Potential To:
Increase Room Nights 0-20
Increase Sales & Lodging Revenue 0-10
Drive Group Business 0-5
Brand Fit:
Is the event aligned with the Vail brand and 0-10
does it bring it to life experientially on its key
dimensions:
1) Physical vitality
2) Cultural vitality
3) Emotional vitality (additional weight will potentially be
given to those events that begin to articulate Vail's strategic
objective of developing the notion of Health & Well Being)
Timing:
How well does it help achieve an optimal 0-5
calendar of events against occupancy opportunity
and Town of Vail available assets (human and capital)
Demographic Fit:
Does it help optimize visitor mix 0-10
- In-state over night guests
- Destination visitors
- International
Growth:
How well will it perform financially
- Revenue 0-10
- Leveraged media exposure 0-10
Producer Qualifications:
Expertise, local knowledge, ability to financially leverage 0-10
Marketing Strength:
How effectively will it be marketed 0-10
Total 100
TOV/CSE 2014 RFP ATTACHMENT B
Vail Brand Background
- Vail’s brand recognition primarily as a ski and snowboard destination in
the winter
- Evolution of the summer business
- Evolution of the year round brand
- Reference to high net promoter score, guest service aspect
- Vitality both on-mountain and in-town
Vail Brand Position – Winter
For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for
whom skiing represents an elemental expression of personal achievement and
personal challenge, whether it’s the singularity of man against nature, or the Esprit
d’ Corps of belonging to an elite club.
Because of mother nature’s generosity in snow and terrain, coupled with the vision
inherent in the spirit of Vail’s founders, and the modern day commitment to
excellence in all aspects of operation, Vail can credibly lay claim to being an experience
like nothing
on earth.
Vail Brand Position – Summer
For passionate mountain travelers and outdoor adventurers, and those who aspire to
live life at its fullest, Vail is the preferred destination for those whom the mountains
represent an elemental expression of physical and cultural vitality, well-being, and an
aspirational sense of discovery and life at its best.
Because of mother nature’s generosity, coupled with the unique passion inherent in
the spirit of Vail’s founders, and the modern da y community commitment to
excellence in all aspects, Vail can credibly lay claim to being an experience like nothing
on earth.
Tagline: Vail Like nothing on earth.
Special Event – Producer Requirements
The Commission on Special Events and the Vail Local Marketing District Advisory
Council are searching for special event agencies to execute events in Vail that
support both the winter and summer positions of the brand.
Guidelines for Special Event Recaps 2013 RFP/Attachment C
2014 Request Proposals: Attachment C
Guidelines for Post-event Recaps for
All Events Receiving Public Funding:
A post-event recap is required from all events receiving Town of Vail funding or in-kind
sponsorship. Please schedule a presentation to the Commission on Special Events within 60
days of the close of your event. This presentation should be submitted on the presentation
template that will be provided and shall include the following information:
1. How did the event meet the standard of excellence expected of “The Premier International
Mountain Resort Community?”
2. An overview outlining the event’s strengths and weaknesses, specifically:
a. What parts of the event exceeded expectations
b. What measures could be taken to improve the event
c. For existing events, an overview of how the event fared relative to previous years
3. An event budget showing actual profit and loss numbers and how the funding was utilized.
Please separate the in-kind support from cash revenues.
4. *Estimated results including the following information, per the CSE Criteria as described in
the RFP:
a. Attendance numbers and demographic profile:
i. Estimated attendance. If your event is non-ticketed, please describe what
method you used to estimate the numbers of attendees.
ii. What percentage of people came to Vail specifically for your event? What
percentage of people has attended the event in previous years?
iii. Where did attendees come from: local, regional, out of state, international?
iv. Average age and income bracket of attendees.
b. Estimated spending by event attendees:
i. Lodging: Please include an explanation as to how participants and/or
attendees were directed to book lodging.
1. What percent of attendees stayed in the Town of Vail?
2. Average amount spent on lodging per day?
3. Estimated number of room nights booked in association with your
event.
ii. Dining
iii. Shopping
iv. Other Activities
c. Visitor Intent to Return and Satisfaction Ratings: Would you come back? Was if fun?
d. Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much
additional spending within the Town of Vail was generated by the event? What is the
ratio of increased revenue to the amount of funding received? How much additional
sales tax revenue generated by the event accrued to the Town of Vail? (Town of Vail
sales tax is 4%, Lodging tax is 5.4%).
Guidelines for Special Event Recaps 2013 RFP/Attachment C
*If you received an allocation of $10,000 or more, independent survey data corroborating your
results is required.
5. A detailed overview of the marketing that was implemented to promote the event.
6. Potential for growth and the development of sponsorships and media exposure.
7. Did the event impact Vail’s “Sense of Community”?
8. In light of the Vail Town Council’s commitment to a sustainable environment, please
describe any and all measures that were taken to produce the event in as “green” and
environmentally friendly manner as possible.
All recaps are to be submitted electronically on the CSE’s PowerPoint presentation template to
the Special Events Coordinator at specialevents@vailgov.com prior to 5:00 p.m. on the
Wednesday prior to your presentation.
Town of Vail - Special Events Contact List 2014 RFP: Attachment D
Contact Name Phone Email
Venues
Arrabelle Terri Hanley 970 754-7769 thanley@vailresorts.com
Betty Ford Alpine Gardens Nicola Ripley 970 476-0103 x6 nicola@bettyfordalpinegardens.org
Dobson Ice Arena Jared Biniecki, VRD, Dobson Arena Manager 970 479-2271 jbiniecki@vailrec.com
Donovan Pavilion Laurie Asmussen, Donovan Pavilion Mgmt Inc. 970 376-3756 laurie@vailartsfestival.com;
pavilion@vailgov.com
Ford Park Athletic Fields Joel Rabinowitz 970 479-2280 jrabinowitz@vailrec.com
Ford Park Lower Bench TOV - Lorelei Donaldson, Town Clerk 970 479-2136 LDonaldson@vailgov.com
Gerald R. Ford Amphitheater Vail Valley Foundation (VVF) - Jen Mason 970 470-0001 jmason@vvf.org
The Grand View Laurie Asmussen, Donovan Pavilion Mgmt Inc. 970 376-3756 laurie@vailartsfestival.com;
pavilion@vailgov.com
Solaris Plaza TOV - Sybill Navas, CSE Coordinator;
Jonathon Boord, Solaris
Sybill 970 477-3551
Jon 970 479-7152
SNavas@vailgov.com;
jon@solarisvail.com
Vail Golf Course Alice Plain, Director of Golf 970 479-2260 aplain@vailgov.com
Vail Mountain School Theater Mark Fenstermeisiter 970 476-3850 mfenstermeister@vms.edu
Vail Mountain Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Golden Peak Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Mountain Plaza Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Lionshead Ski Yard Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Vail Nordic Center Mia Stockdale and Shane Slouter 970 476-8366 mia@vail.net; shane@vail.net
Hotels Contact establishment directly
Sandra Perrig-Holst, Vail Valley
Partnership (VVP) for assistance with
lodging questions
970-477-4003 Sperrig-holst@visitvailvalley.com
Restaurants Contact establishment directly
Matt Morgan, Chairman; Vail Restaurant
Association & Owner, Sweet Basil
970 476-0125 matt@sweetbasil-vail.com
Brian Nolan, Group 970 970 845-0545 brian@group970.com
Other
Ambulance District Pete Brandes 970 926-5270 PBrandes@echsd.org
CDOT- Colorado Dept. of
Transportation
James Achatz
970 401-2131
james.achatz@dot.state.co.us
Special Events Liquor
Licensing
Tamm y Nagel 970-477-2460 TNagel@vailgov.com
Town of Vail Commission on
Special Events (CSE) and
Special Event Permitting
Sybill Navas, TOV CSE Coordinator
970-477-3551
SNavas@vailgov.com
Clare Hefferren, TOV CSE Event Liaison
Consultant
970 477-3417 Chefferen@vailgov.com
clareh@callosumcreative.com
US Forest Service Kerry Pitt, Minturn Special Permits;
Paula Peterson, Minturn Supervisor
Kerry 970 827-5154
Paula 970 827-5159
kpitt@fs.fed.us pkpeterson@fs.fed.us
Vail Chamber & Business
Association
Alison Wadey
970 477-0075 info@vailchamber.org
Vail Fire Department Mike Vaughan, Fire Marshal 970 479-2252 MVaughan@vailgov.com
Vail Local Marketing District
Advisory Council (VLMDAC)
Kelli McDonald, TOV Economic Development
Department
970-477-2454 KMcDonald@vailgov.com
Vail Police Department Daric Harvey 970-477-3433 DHarvey@vailgov.com
Vail Valley Partnership (VVP) Sandra Perrig-Holst 970-477-4003 SPerrig-Holst@visitvailvalley.com
ATTACHMENT E
RFP FOR 2014 SPECIAL EVENT FUNDING:
Marketing Checklist Gate Compliance & Activation Information
Why “Activation”?
When the Town of Vail Commission on Special Events (CSE) sponsors events, it does so for
several reasons; including enhanced vitality in the villages, entertainment for our guests and
residents, and to increase traffic and revenue for our merchants, restaurants/bars and lodges.
What has been coined as “activation” of events that receive CSE funding refers to the
incorporation into your event of an element that will attract the participants and spectators of the
events into the villages and to visit the local businesses, as well as create an improved
awareness of your event among those guests who would not otherwise be connected to your
activities. Successful activations can provide excellent opportunity to cross-promote events from
one area to another within the community.
Activation has delivered especially positive results for athletic events which are held out at the
fields. The athletes and spectators often don’t have a reason to come into the villages. By
hosting a portion of the event in the villages, it brings the athletes in and adds a new factor of
public spectators to an event who otherwise may not have even been aware that it was
happening. These spectators often head out to the fields once engaged in the excitement.
The activation initiative also encourages events which are hosted on the village streets to
engage the merchants to develop incentives to bring them customers, while enhancing the
opportunities provided to attendees.
Some examples of very successful activations include:
• King of the Mountain Volleyball: Games held at athletic fields. In town activation at
Solaris of Association of Volleyball Professionals (AVP) Meet & Greet.
• Vail Rocks!: Hike held on Vail Mountain followed by concert at Solaris Plaza. Activation
included a Merchant Plan with 26 participating retailers, restaurants and bars offering
great deals.
• Kick-It 3v3 Soccer: Games held at athletic fields. In town activation at Solaris featuring
an open to the public “King of the Pitch 3v3,” on Friday from 5:00 to 7:00 p.m.
• The America Cup Fly Fishing Tournament: Although all of the competitive fishing was
held on rivers across Eagle, Lake and Summit Counties, in-town activation was
provided by hosting a Fly Fishing Casting Competition from the International Bridge,
followed by a happy hour at a nearby bar that featured drink specials.
Activation is a required marketing gate of the CSE funding agreement. It is up to the event
producer to create the activation and to provide the resources to market it effectively.
For additional examples of successful activations or suggestions that may be specific to your
event, please contact Event Liaison Consultant, Clare Hefferren, 970-477-3417
chefferren@vailgov.com.
Item Marketing Gate Days out -
Tier 1 Iconic
Days out -
Tier 2
Developing
Days out -
Tier 3
Ancillary
Suggested
Deadline
Date
Completed Update Notes
Contract Signed Date
Event Date
Number of days between contract signing & event
Item
1
Producer to provide marketing liaison
representative contact infomation for CSE/
VLMDAC contacts (Name, Email, Ph)
signingsigningsigning
3
TOV CSE Event Liaison briefing: Provides producer
upstream brand briefing and producer
demonstrates an understanding of Vail Brand
Guidelines to maximize leverage opportunities
909090
2
Producer provides public relations press vision
including event synopsis to trigger national/regional
publications. "What's new/different from last year?"
Vision will be submitted to VLMDAC for Vail Brand
stories.
90+90+90+
4
Marketing Plan: Inclusive of objectives, strategy,
target market, channels in alignment with Vail Brand
Guidelines.
454545
5
Producers provides event marketing budget
inclusive of budget line items for channel provided
and professional creative, pr, marketing
subcontractors
303030
6
Producer to provide event creative strategy -
concept basic look and feel of creative materials
with style guide (palette, fonts, art elements).
Present concept prior to execution.
303030
7
Public RelationsCommunications Plan - press
release approval with TOV boilerplate footer,
calendar copy (descrip, url, ph)
303030
8
Appropriate calendar communication and
integration. (vail.com, vail-calendar.com,
vailgov.com/this week)
212121
9
Merchant activation: Provide plan to bring event
into VV and LH to engage participants and
spectators with merchants, restaurants, bars etc.
ex. Cling on specials
212121
10
Community engagement plan and integration: Print
materials may include poster, flier, rack card.
Distribute to merchants, lodges, restaurants
141414
11
Digital collateral to include: comprehensive hourly or
daily schedule; FAQ; and Talking Points. Send to
Community Contacts for distribution
141414
12
Customer service plans: Live staff briefing covering
event, schedule, talking points and FAQ. (Welcome
Centers, Vail mountain ticket offices, Merchant
Association)
7 7 7
13
Monthly real time executive summary to Event
Liaison which will be presented to CSE board
members
30, 60, 9030, 60, 9030, 60, 90
It is the EPs role to be in continual communication with
Event Liaison. Highlights are due 7 days prior to CSE
board meeting shown at left. Event Liaison will produce
creative. Board will be advised if EP is on schedule,
ahead or behind deadlines.
Tier 1: On-going signature or iconic level event. Although it is recommended, the Event Producer is not required to comply with the Marketing Checklist Gate Compliance schedule.
*Event Tier Explanation: All events receiving funding will be assigned to a Tier Category, either 1, 2 or 3, during the funding allocation process.
Tier 2: Events that have not established themselves as "iconic," but in which the CSE sees great potential. Event producer must comply with the key marketing gates as designated
in the funding agreement in order to allow the Town of Vail opportunity to impact and interject suggested revisions.
Tier 3: Smaller events receiving less than $5,000 in funding. Although it is suggested that these events utilize the marketing checklist as a planning tool for a more successful event,
it is not a requirement.
TheMarketingChecklistisdesignedtobearoadmaptosupportyouineffectivecommunicationpriortoexecution.DateslistedprovidesufficientleadtimeshouldTOVprovidefeedback
that requires changes to be made. Items are strongly suggested as part of CSE funding. TOV Event Liaison reserves the right to review all marketing materials.
Event Name:
Event Start Date:
Event Date Span, if applicable:
Tier Designation*: (see below for explanation)
2014 Vail Arts Festival
Event Proposal
Event Dates: June 27 - 29, 2014
Location: Arrabelle at Vail Square; Lionshead Mall; Gondola ski yard
Event Goals: A juried show and sale, the Vail Arts Festival is presented in a street‐ festival atmosphere of booths. The range of fine art and fine craft
features unique, handmade pieces that range from woodwork to
ceramics, from photography to wearable art, from painting to jewelry‐‐‐ along with other traditional and non‐traditional forms of visual arts.
Every artist is present to greet Festival goers.
The Festival is committed to incorporating the following improvements to
the event as recommended by the Merchants Association:
1. Increase Festival marketing, including Front Range advertising
2. Improve online presence for visitors and artists interested in exhibiting
3. Incorporate Lionshead Merchant representatives into Festival jury process
4. Increase total number of booths to maximum site capacity, by working
with Town of Vail
5. Extended Festival hours to reach into dinner hour
Event History: 29 years
Number of participants: 100 artists
Number of event staff: 15
Anticipated Attendance: 14,472
23% Local
30%In-State
46% Out of State
1% International
Benefits of the Vail Arts Festival:
1 2014 marks 30th anniversary of an independent, ambient event featuring displays,
demonstration and sale of original art, free children’s activities/entertainment
2 Tie-in of Lionshead merchants and hotels to the Festival
3 Significant Outside Vendor Fees/Sales Tax collected by the Town of Vail
Past Survey Results: Projected Demographics/Spending:
• Estimated revenue generated to the TOV: $1,000,000
• 60% of attendees had or intended to purchase from the Arts Festival vendors
• The Arts Festival vendors are responsible for approximately $196,000 in revenue generation
• 38% of attendees came to Vail specifically for the Arts Festival
• 48% of the attendees had attended the Arts Festival in the past
• “Newspapers” and “Word-of-mouth” were selected most when asked how guests heard
about the Arts Festival
• 80% of attendees stayed in paid lodging in Vail
• 64% are “very” or “extremely likely” to return in the future
• Average nights stayed of those who came for Arts Festival and were staying in Vail: 3.2
• Average group size of those who came for Arts Festival and were lodging in Vail: 3.0
• Average age: 54
• Overall satisfaction: 4.8 on a scale of 1 to 5 (5 = extremely satisfied)
• If guests could make on change: More Food and Beverage vendors and more artists
Estimated incremental room nights generated: 1,138 (based on survey data)
Vail lodging options: The Arts Festival contacts Lionshead lodging properties directly to offer
Arts Festival exhibitors special rates and incentives to stay in Vail longer than the show dates.
All guests visiting vailartsfestival.com and all Festival promotions direct visitors to participating
lodging properties.
Town of Vail Return on Investment: $1,000,000 (based on survey data)
2014 Vail Arts Festival
Marketing Plan/Potential for Sponsorship
Event Dates: June 27 - 29, 2014
Planned 2014 improvements:
Advertising design will be refreshed and aligned with Vail brand. A professional marketing firm
will be retained to assist with increasing marketing of event, improved promotion materials.
Sponsorship recruitment: Create sponsorship proposal and target sponsors to offset
expenditures.
Commemorative poster: Marking 30th anniversary of Festival in Vail
Promotional poster: Based on commemorative to promote Festival around Eagle County and
beyond
Additional Print advertising:
• Event postcards printed and distributed throughout Vail and Eagle County,
specifically with hotel concierges
• Newspaper partnership: Vail Daily wrap on the Festival opening day; advertising
run(1/2 to full-page ads) one month prior to the event
Web Presence:
• Improved Festival information for artists and spectators
Public Relations:
Complete public relations plan to include:
• Distribution of press releases
• Social media: Facebook and Twitter postings
• Increase communication with Arrabelle personnel and the Lionshead Merchant
group to help increase excitement in the Lionshead area about the Festival and
encourage cross-promotion opportunities among all groups.
Radio advertising:
• Local radio spots on KSKE and The Lift stations, will run beginning three weeks
prior to event
Public relations agency: Nichols Interactive
Marketing agency: Callosum Creative
2014 Vail Arts Festival
Request for Town of Vail In-Kind Services
June 26 Load-in June 27-29 Festival June 29 Load-out
Police:
• Assist with load-in on Thursday, June 26 along West Lionshead Circle near
the Antler’s Hotel as artists enter the Arrabelle loading dock for load-in.
Additional assistance is needed on Sunday, June 29 in the same location for
load-out
• Provide routine evening patrol through Festival site beginning Thursday, June
26 at 8 PM; continuing on Friday, June 27 and Saturday, June 28, 2014
Public Works:
• Provide personnel to assist with trash removal from Lionshead Mall
• Hang event banner in Lionshead location
• Hang street banners in roundabouts
• Deliver barricades to Festival site (at Lionshead bus stop).
• Provide personnel to turn off sprinkler system along Lionshead Mall beginning
Thursday, June 26 until Sunday, June 29, 2014
• Remove driveway barricade along Montaneros alleyway for Festival load-in on
Thursday, June 26 and for Festival load-out on Sunday, June 29, 2014
Fire:
• Approve Festival site map. Schedule a final walk-through early Thursday,
June 26 during Festival load-in/set-up
Sales Tax:
• Coordination of sales tax license information for all artists leading up to artist
check-in. Provide sales tax packets for artists by Thursday, June 26 for artist
check-in and load-in
2014 Vail Arts Festival
Proposed Event Budget
Revenues:
CSE Contribution $ 10,000
Artist vendor fees 37,500
Sponsorship 1,500
Merchandise Sales 500
Total Projected Revenues: $ 49,500
Expenses:
Advertising/Promotions $ 11,500
Ad Design/Vail branding
Printing/posters/brochures
Local Newspaper & Radio ads
Front Range radio promotion
Event supplies 9,700
Parking structure entrance signage
Event Signage
Street banners
Children’s activities/entertainment
Decorations
Operating Expenses 10,575
Street Entertainers
Roving Entertainment
Lodging-entertainers
Sound System Rental
Equipment Rental
Town of Vail business license fees 7,500
Security 2,000
Administrative Expenses 5,925
Staffing
Permits
Insurance
Total Projected Expenses: $ 47,200
2014 Vail Arts Festival
Organization Roster
Event Producer: Eagle Valley Events, Inc.
Laurie Asmussen, Owner
Festival Staff: Melinda McNitt
Kim Andree
Part-time Event Production staff/Children’s activities,
Exhibitor Services and Management
Festival Jury/Artist
Application Process: WESTAF-Western Association of Arts Festivals
Terry Adams, Cherry Creek Arts Festival
Lionshead Merchant Representatives (4)
Event Marketing/Branding: Callosum Creative
Public Relations Firm: Nichols Interactive
Event Recap: 2013 Vail Arts Festival
Commission on Special Events
August 7, 2013
Photo by Jack Affleck
Vail Arts Festival: June 28-30, 2013
Eagle Valley Events, Inc. Laurie Asmussen, Owner
Mobile: 970.376.3756
laurie@vailartsfestival.com
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
•Ongoing Tradition and Quality Art Exhibitors in an outdoor Festival
setting:
The Vail Arts Festival is in its 29th year, offering a unique blend of local,
regional and national artists who are invited to exhibit by a panel of jurors
made up of art festival experts and local art enthusiasts. The Vail Arts
Festival takes place in Lionshead Village and is designed to spotlight
businesses, increase visitors to Lionshead and enhance the guest
experience
Event Strengths & Weaknesses
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•Artist placement was done with the goal of spotlighting eye-catching,
interesting pieces near the event entrance, inviting spectators to
mingle among the art and experience the visual displays
•Improvement is needed in placement of musical and street
entertainment within the site with the goal of enhancing the guest
experience, not serve as a nuisance to merchant community
•Greatest challenge lies within the site boundaries and the desire to
have more exhibitors and the fire lane/site limitations
•Walk-around food/beverage choices are listed as a desired
improvement by guests. The challenge is to enhance restaurant
participation within the venue while meeting guests needs
Event Budget
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•Total event budget: $39,662
•CSE funds: $10,000
•Profit and loss: $3,100
•Funding utilization: 80% Advertising; 20% Children’s entertainment
•In-kind sponsorship: Discounted ad buys with investment with NRC
Broadcasting and Vail Daily
•Cash sponsorship: -0-
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance: 14,472
•If non-ticketed, method you used to estimate attendees: Total number
of vehicle transactions within parking structures, car counts and data
from specific survey questions
•% of people in Vail specifically for event: 38%
•% of people attended previous years: 48%
Estimated Results*
Demographic Profile
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•Attendees came from (local, regional, out of state, international):
23% were local
8% were In-state day visitors
22% were In-state overnight visitors
46% were Out-of-state visitors
(top 4 states: Texas, California, Arizona, Florida)
1% were International visitors
•Average age and income bracket of attendees:
Average age: 54
40% Income $100,000-$199,000
27% Income $75,000-$99,999
13% Income $200,000-$499,999
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
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•Lodging:
•% attendees stayed in Town of Vail: 80%
•Average amount spent on lodging/day: $271
•Estimated room nights booked due to event association: 1,138
•Lodging call to action: Artists: Direct/Lionshead properties Guests: VisitVailValley.com
•Dining: Guests staying in paid lodging: $98,159
All other Overnight guests: $68,480
Local/In-state Day visitors: $38,950
•Shopping: Guests staying in paid lodging: $45,783
All other Overnight guests: $49,412
Local/In-state Day visitors: $24,600
•Other Activities: Guests staying in paid lodging: $36,200
All other Overnight guests: $121,991
Local/In-state Day visitors: $13,178 * Based on survey results.
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated: $1,006,293
•Ratio of increased revenue to amount of funding received: 4:1
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax:** $48,881
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information:
http://www.vailgov.com/subpage.asp?dept_id=48
Visitor Intent to Return*
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Satisfaction ratings:
•Overall satisfaction rating: 4.8 (1=Not at all Satisfied, 5=Extremely Satisfied)
•On average, 64% are “Very” or “Extremely likely” to return
•On average, 48% of first-time attendees are “Very likely” or Extremely
likely” to return
* Based on survey results.
Topline Marketing Efforts
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•Vail Daily advertising campaign including quarter-page, half-page
and full-page four color ads
•Informational postcards placed within businesses throughout
town
•4-color outside Vail Daily wrap on opening day of Festival with
artist listing inside
Community Contribution
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•Impact on Vail’s sense of community:
The Vail Arts Festival is an ambient event that was created by a group
of local artists and volunteers nearly 30 years ago who wished to have
an outdoor street fair in Lionshead Village. This event honors the
vision of the all-volunteer Vail Arts Council, many of whom continue to
volunteer in various capacities throughout town as greeters and
community hosts. We strive to balance the traditions built by the
event’s creators and offer interesting exhibits to our current guests.
New this year was the collaboration with the Art in Public Places group
to showcase artist demonstrations for the beautification of the
skateboard park. We incorporated skateboard artists into the show,
children’s art tent and created murals for the Lionshead fountain
improvements.
Sustainability Efforts
Green Measures
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•No plastic bags are in use at the Vail Arts Festival. Our team
worked with Art in Public Places to sell their re-purposed event
banner totes to event guests. The Festival also sold re-usable
shopping bags
•No gas-powered carts were used within the Festival site. The
site is a carry-in only site for vendor set-up and tear-down
•Recycling containers are placed throughout event site along with
trash receptacles
Additional Information
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