HomeMy WebLinkAbout2014_07_02 Vail Summer Bluegrass Concert Series RFP
Vail Commission on Special
Events (CSE) 2014 Event
Funding Application: Vail
Summer Bluegrass Concert
Series
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Name of Event: The Lionshead Merchants Association (LMA) is in support of Lakeside Stride,
LLC (of Denver) producing and promoting this concert series. We are proposing that this
concert series carry forward all of the elements that will align us in accordance with Vail’s
brand. We want to see an evolution of summer businesses. We want to appeal to those who
seek adventure in mountain towns and villages, and allow those who are somewhat more
culturally conservative the opportunity to expand their horizons. Lakeside Stride is proposing
that the Commission on Special Events (CSE) consider the name “Vail Summer Bluegrass
Concert Series” for approval as one of Vail’s premier, community ‐ and traveler‐conscious
events for 2014 and beyond. We want the opportunity to contribute to Vail continuing to be
like nothing on earth.
Proposed Dates: Lakeside Stride, LLC is proposing the Vail Summer Bluegrass Concert Series
occur bi‐weekly on Wednesdays beginning July 2, 2014. Additional dates would include: July 16,
30 and August 13, 27. The purpose of hosting this series on Wednesday evenings is to share
costs with the existing Vail Jazz efforts that occur in Vail Square on Thursdays in July and
August. We have selected to begin on July 2 in an effort to promote the July 4 holiday as a
destination weekend to locals and travelers alike. We have, however, chosen to remain flexible
in terms of proposed dates to accommodate existing events and to, of course, work within the
budgeted allotment funded by the CSE and sponsors.
Amount of Cash Funding Requested: Lakeside Stride, LLC is requesting $65,000‐$80,000 in
funding from the Town of Vail’s CSE. To best coincide that Vail is truly like nothing on earth,
Lakeside Stride is confident in proposing to bring in high‐level, nationally touring artists. Many
of the proposed artists have had the great fortune of previously performing in (or around) Vail
and are absolutely in support of the Vail Summer Bluegrass Concert Series; however, we must
find a balance in the artist supporting Lionshead just as Lionshead must support the performer.
The proposed artists are asking a range of anywhere from $7,500 to $20,000 for a one‐night
performance in Lionshead Village, depending on their national/international level of
recognition as an artist. This is in line with what is spent for Vail Jazz on a weekly basis, and the
higher dollar amounts are necessary to bring in the type of performers that will attract Front
Range guests and attract the target demographic who will consider Wednesday night stays and
spending in Vail and/or Lionshead Village.
Producing Entity: Lakeside Stride, LLC with support of the Lionshead Merchants Association
1. President’s Name: Ariel E. Rosemberg
2. Name and Title of Person Completing Application: Ariel E. Rosemberg –
Promoter/Producer
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3. Business Address: 4007 Lowell Blvd. Denver, CO 80211
4. Contact Info:
a. Cell #: (404) 402‐0484 – best means of communication
b. Email: ariel.rosemberg@gmail.com
5. Event/Organization’s Website: www.vailbluegrass.com
6. Number of Years in Business: Two (2) years
7. Mission Statement: Lakeside Stride’s mission is to create a culmination of
community united by music and historic preservation.
8. Organization’s Tax Status: For Profit. Lakeside Stride has a history of working with
non‐profit (501C‐3) organizations in Denver – Planned Pethood International ‐ and is
willing to work alongside similar organizations for the Vail Summer Bluegrass
Concert Series. It is our intention to work with a Vail‐based non‐profit and we will
look to give a percentage of our profits from the preferred, ticketed seats to that to‐
be‐determined entity.
Event Description:
1. The inaugural Vail Summer Bluegrass Concert Series strives to bring together the
existing strength in the Vail brand together with world‐class live bluegrass performances
in an environment that is like nothing on earth. For guests from near and far, those who
make Vail their home year‐round and those visiting from overseas for the first time, the
goal is to contribute to Vail’s overall evolution through the manifestation of
relationships between us as the producing entity and the Town of Vail, Lionshead
Village, partners, sponsors and of course event attendees.
To date, the producing entity, Lakeside Stride, has initiated conversation with key
stakeholders including the Arrabelle and Vail Jazz, in an effort to maximize the potential
for exposure. Additionally this relationship has solidified both a venue as well as a
potential production cost‐savings model between Vail Jazz and the Vail Summer
Bluegrass Concert Series.
As previously mentioned, the Vail Summer Bluegrass Concert Series expects to couple
the beauty that is Lionshead Village and the Vail brand together with world‐class
performances, rotating local‐to‐Colorado craft breweries and relationships with
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conscious, forward‐thinking, high‐level sponsors that will allow this series to highlight
Vail’s physical, cultural and emotional vitality.
Following is a list of proposed performers and sponsors that we believe would be a good
fit for the Vail Summer Bluegrass Concert Series. Please note that most fees associated
with live performances are somewhat negotiable.
Proposed performers:
a. Sam Bush Band
b. Elephant Revival
c. Greensky Bluegrass
d. Leftover Salmon
e. Chris Thile (Punch Brothers)
f. Drew Emmitt/Bill Nershi Band
g. Hot Buttered Rum
h. Donna the Buffalo
i. Fruition
j. Head for the Hills
k. Hackensaw Boys
l. Travelin’ McCoury’s
m. Keller and the Keels
Proposed Sponsors:
The producing entity will be developing a sponsorship package explaining various
sponsorship levels, specified benefits and the demographic targeted that will attract
these list sponsors to participate. Our strategy to attract the following sponsors will be
based upon the talent hired, our venue of choice and opportunities to reach
a demographic they may not have been exposed to that aligns with the Vail brand and
existing outreach strategy.
a. Vail Resorts
a. The Arrabelle
b. Vail Mountain
c. Marriott
d. The North Face
e. Patagonia
b. Colorado Mountain News Media
c. Subaru
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d. Toyota
e. Outside Magazine
f. Alpine Banks
g. Backpacker Magazine
h. Clif Bar
i. Icelantic Skis and Snowboards
j. Patagonia
k. Guayaki Yerba Mate
l. EcoProducts
m. Gibson Guitars
n. Martin Guitars
o. Chaco
p. CamelBak
q. CO Craft Breweries
a. New Belgium
b. Upslope
c. Crazy Mountain
d. Gore Range
e. Left Hand
It is the goal of the producing entity to create a free concert‐going experience for our
attendees. To better accommodate guests who appreciate a “higher‐end” experience,
we will set aside an allotment of tickets for purchase for preferred seating. Price of
these tickets is to be determined.
2. The inaugural Vail Summer Bluegrass Concert Series will be located at Vail Square
outside of the Arrabelle. Our team has already spoken with the Events Staff at the
Arrabelle to confirm availability. Our intentions are to work alongside the existing Vail
Jazz Thursday night events to share overall costs for staging and tents.
3. All portions of the Vail Summer Bluegrass Concert Series will take place within the
Town of Vail (see above).
4. In‐kind Services: The Vail Summer Bluegrass Concert Series will require a handful of in‐
kind services from the Town of Vail including parking for the events and bus/shuttle
service to bring attendees to and from the venue. The producing entity may also
consider a barter program with a local hotel (TBD) for sponsorship in exchange for
complimentary accommodations for our guest performers.
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5. The Vail Summer Bluegrass Concert Series is a new event; however, the producing
entity does have full intentions on working with existing, established Vail area event
staff.
6. People: The Vail Summer Bluegrass Concert Series expects the following in terms of
number of people in order to run a successful, high‐profile series like nothing on earth.
All numbers represent a 5‐week series:
a. Performers – 5 bands to include tour managers, engineers, equipment managers
and spouses/children
b. Volunteers – 20‐30 per week.
*Note** The producing entity will be responsible for staffing volunteers.
c. Event Staff – 10‐20 per week
d. Spectators/Attendees (may vary based on performer)
i. Local – 55%
ii. In‐state – 30%
iii. Out of state – 10%
iv. International – 5%
7. It is the utmost intention of the Vail Summer Bluegrass Concer Series to promote a
“heads in beds” program for its attendees. We will want guests to arrive on Wednesday
for our shows and stay through the weekend, shop at local retailers and eat at local
restaurants. This can be done through creative incentive‐based initiatives. It will be in
the producing entity’s strongest desire to bring in world‐class talent that will create a
culture where weekends begin on Wednesdays!
Budget:
1. See “Attachment 2” for complete proposed budget
2. Lakeside Stride, LLC is requesting that the CSE fund 60% of the inaugural year’s budget.
It is the producing entity’s utmost goal to bring in the right alignment in terms of
sponsors and partners to fund the remainder of the budget.
3. Lakeside Stride, LLC intends on utilizing the funds provided by the CSE for the following:
a. Deposits on performers
b. Deposit on production equipment rental and staff
c. Deposit on venue rental and staff
d. Advertising placements
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4. Lakeside Stride and relative stakeholders are confident in the success to be had through
the Vail Summer Bluegrass Concert Series. While funding from the CSE would be
instrumental in the initial growth of this series, the producing entity would still be
willing to put forward the effort through investor, sponsors and partner relationships.
5. The producing entity is anticipating receiving at least 50% of what was funded by the
CSE. Efforts for bringing in sponsorship, and at what financial levels, will be driven by the
level of talent brought in for the series.
6. The Vail Summer Bluegrass Concert Series will be promoted as a free concert series
with the option to purchase tickets for preferred seating, and perhaps added perks. We
anticipate that between merchandise sales, preferred tickets, food and alcohol, the
series has the potential to provide a substantial return. Fans of the performers being
proposed come typically from upper‐middle to upper class families and communities are
will be more inclined to spend.
7. It is our goal to make a long‐lasting, positive footprint on Vail, surrounding communities,
Colorado, the US and globally. It will be imperative to closely measure successes and
failures in its inaugural year, but the Vail Summer Bluegrass Concert Series does intend
on producing its event in years following 2014.
8. We will anticipate requesting funding from the CSE in following years. The producing
entity has taken potential funding into full consideration as the springboard necessary
to produce such events as those described in this proposal. With the help of world‐class
performers and high‐profile sponsors, the producing entity is confident in gradually
reducing the amount of funding given by the CSE. With the Vail Summer Bluegrass
Concert Series proposing to receive 60% of the budget for the 2014 events, we
anticipate asking for ~40% in 2015.
Marketing:
1. See “Attachment 1” for complete, detailed marketing plan
2. The producing entity will be leveraging both the Vail brand as well as its world‐class
performers to seek sponsorship and media exposure. The Vail Summer Bluegrass
Concert Series has an established relationship with certain potential sponsors and
media that it plans to bring on board for this series. There is an additional element of
advertising that the producing entity will consider in exchange for potential exposure in
key media outlets in Vail, its surrounding communities, Denver and within a few
nationally as well.
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3. The Vail Summer Bluegrass Concert Series will look to the Town of Vail, Vail Resorts and
all associated stakeholders for opportunities to co‐brand. The producing entity is staffed
with the necessary marketing talent to run an in‐house operations but will need the
approval of the aforementioned entities to utilize their brands in co‐marketing efforts.
4. Marketing/PR Contact: Ariel Rosemberg 404‐402‐0484 ariel.rosemberg@gmail.com
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References and Referrals
1. Mark Lomax
Project Manager I – Special Events Coordinator
Public Works – Right of Way Services
City and County of Denver
(303) 446‐3730
mark.lomax@denvergov.org
2. Sgt. Marek Rybkowski
Denver Police Department/Traffic Operations Bureau
City and County of Denver
(720) 337‐1066
marek.rybkowski@denvergov.org
3. Tracy Fickey
President ‐ Tennyson St. Merchants Association
Owner – MODesTEA
(720) 883‐6276
tracy@modestea.com
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Projected Demographics and Estimated Spending
To better reach our demographic (and beyond), the Vail Summer Bluegrass Concert Series will
include various additional elements for community involvement around the Villages, and
community‐wide. Between partnerships with potential non‐profits, community outreach
programs and music education in the schools, we intend on creating a new, if not stronger
awareness of our events through Vail to those who may not have been exposed in the first
place. We will strongly engage all Lionshead and Vail Village merchants, local schools, after‐
school programs, major business entities, etc. to be a major contributing factor towards our
overall success. We will believe that with all stakeholders aligned, we can create a one‐of‐a‐kind
experience for our attendees.
The Vail Summer Bluegrass Concert Series intends on marketing its efforts towards those who
will allow for, and contribute to, the evolution of Vail’s year‐round brand, with an emphasis on
summer business. It is our goal to reach those who seek adventure in mountain‐based retreat
and those who like to experience arts and entertainment while enjoying the beauty of one of
the world’s premier destinations. Our attendees will have the luxury of a free concert
experience, with the option of purchasing a ticket for preferred seating. Attendees will know,
through marketing and advertising initiatives, that dinner, drinks (alcoholic and non‐), as well as
world‐class accommodations are readily available should they choose to spend a summer
Wednesday evening at one of our concerts.
It can be expected that a one‐night guest attending the Vail Summer Bluegrass Concert Series
would spend anywhere between $200‐$500 depending on his/her choice in lodging,
transportation, dining, etc. Our marketing plan, however, does encourage guests to stay
through the weekend or at the very least, the following night’s Vail Jazz concert.
/0 include a fee for bands and on site as well Barricade Rental (split with Vail Jazz)$125 Barricades for crowd control to be split weekly with Vail JazzAttachment 2: Vail Summer Bluegrass Concert Series BudgetArtistsEstimated Actual DescriptionSam Bush $20,000Emmitt/Nershi Band $8,000Elephant Revival $12,000Greensky Bluegrass $12,000Hot Buttered Rum $6,500Sti/OiAti t (5 ttl)SupportingOpening Artists (5 total)$2 500$2,50ProductionTent Rental (weekly cost split with Vail Jazz)$6,000 The $6,000 represents the total amount if the overall cost is split with the Vail Jazz series. The goal is to work closely with Vail Jazz since our events will be on consecutive days.Lakeside Stride, LLC Fees TBD based on funding These fees will represent work done to build the proposal, marketing plan and proposed budget. Additionally, this will include a fee for booking bands and on‐site production, as well booking production,as all preparatory work including social media, website development and branding. We will be flexible in our fee based on the amount funded.Production $7,500 We will rent a stage from the Arrabelle but will look into an outside vendor for lighting and sound. This estimate takes into account a $1500/week fee at 5 weeks.MarketingWebsite $150 ld f f d f h bl lIncludes fee for domain, free hosting, mobile option, Google Analytics, unlimited bandwidth and 10GB of storage.Print Advertising TBD based on fundingSocial Media Boosts TBD based on fundingPosters/Flyers TBD based on fundingBanner Displays TBD based on fundingVail ResortsBarricadeRental (split with Vail Jazz) $125 Barricades for crowd control to be split weekly with Vail Jazz Arrabelle Expenses (5 weeks)$2,000 Fee is total for 5 weeks ($400/week) and includes a) event staff to set up all staging, bars, tables and chairs, b) staff for the event with a banquet captain and necessary servers following a 1‐cash bar model, c) trash removal and d) power.Permitting Special Event Permit $50Amplified Sound Permit $50Temporary Tent Permit $500 Could potentially be split with Vail JazzApplication Fee $25
Attachment 1:
2014 Vail Summer Bluegrass
Concert Series Marketing Plan
Executive Summary: The Vail Summer Bluegrass Concert Series strives and thrives on Vail’s
existing mantra of “Like nothing on earth” and the rules and regulations put forth by the
Commission of Special Events (CSE) of the Town of Vail. The following marketing plan is
designed to emphasize areas of great importance including a brief organizational description, a
strategic focus and plan, a situation analysis, a market‐product focus, marketing financials (see
Budget “Attachment 2”), an overview of the marketing program, an implementation plan and a
benchmark for determining success. This marketing plan is set to be executed by Lakeside
Stride, LLC as the producing entity.
Each element of this proposed marketing plan was carefully designed to ensure the CSE (and
other investors should they exist) receives a maximum return on investment. Understanding
the nature of the community’s desire to host the Vail Summer Bluegrass Concert Series was
step one in the development of this plan, including specific externalities, competition and
potential partnerships. The existing market for a live bluegrass series in Vail, specifically at
Lionshead Village, seems to be peaking. Piggybacking on the successes found in the Vail Jazz
summer series, the desire for a free‐to‐the‐public event featuring world‐class talent is what the
local, regional and destination‐seeking communities are after.
Our ability to deliver a unique, true‐to‐Colorado experience for locals and visiting guests alike
through strategic pre‐/post‐event planning, development, marketing and management
resonates strongly through our brief, albeit, successful history as event and festival producers.
Because the CSE and the Town of Vail are considering expanding its entertainment offerings in
the form of the inaugural Vail Summer Bluegrass Concert Series, an aggressive amount of
marketing and brand positioning will be required to effectively execute and provide a return on
the following plan.
The following three (3) key components will be specific areas for consideration through this
marketing plan, from development to execution. Each individually, but more importantly
together, will represent where a large percentage of the CSE will see potential for a return on
investment through marketing efforts. The goal is to drive summertime business and overall
interest in Vail, particularly Lionshead Village. The three (3) include the performers themselves,
hotels and other accommodations and the local businesses.
Bluegrass Performances – The potential names associated with the inaugural Vail Summer
Bluegrass Concert Series will be the driving force behind our success. Bringing in regionally,
nationally and internationally renowned performers should be the goal of this concert series. It
is both through Vail’s branding, but also through each individual performer where we will focus
our marketing efforts. We will offer a foundation to new and
returning guests that will properly align all stakeholders with a guest’s desire to have an
experience at our concerts like nothing on earth.
Hotel and Misc. Accommodations – Using Vail’s, particularly Lionshead’s existing and world‐
renowned infrastructure, the producing entity will tailor its marketing towards those who
would be more so inclined for an extended stay through the weekend. While the local market
may not necessarily be interested in hotel and miscellaneous accommodations, we will position
our marketing collateral, and advertising in a direction that boasts the wonderful multi‐day to‐
do’s in and around the Town of Vail, including the appetite for entertainment and mountain
living coupled with world‐class accommodations. From the Arrabelle to the Four Seasons, our
visiting guests will have no choice but to experience something like nothing on earth.
Local Business/Things to Do – Would the Town of Vail exist as one of the world’s premier
mountain town destinations without its local business and attractions, both natural and
manmade? It’s hard to say for sure, but it is our utmost intention to maximize the marketing
power already in place set forth by the aforementioned entities. Attendees of the Vail Summer
Bluegrass Concert Series will have the great fortune of experiencing world‐class live bluegrass,
state of the art accommodations and the best in retail, dining and activities.
1. Company Description
The Vail Summer Bluegrass Concert Series is a proposed new entertainment‐based means of
drawing a positive, lasting impact on Lionshead Village and the Town of Vail. Together with
Lakeside Stride, LLC (of Denver),this new concert series strives to be the best at what does:
producing world‐class performances at a world‐class destination venue tying together
established relationships with a manifestation for continuous growth. The Vail Summer
Bluegrass Concert Series will take into strong account the Vail brand to conceptualize, build
and produce a concert series that is like nothing on earth.
2. Strategic Focus and Plan
This section covers three aspects of organizational strategy that influence the marketing plan:
(1) the mission, (2) the goals and (3) the core competencies/competitive advantage of Lakeside
Stride.
Mission
The Vail Summer Bluegrass Concert Series is a concert series produced by Lakeside Stride, LLC
(of Denver) driving local/visitor attendee traffic, a positive financial impact on Lionshead Village
and the Town of Vail and heightened awareness for the Lionshead Merchants Association
through a culmination of community united by live, world‐class musical performances.
The Vail Summer Bluegrass Concert Series will demonstrate expertise in the creation,
development and operation of a truly unique concert experience through partnerships with the
Lionshead Merchants Association (LMA), the Town of Vail, the Vail Jazz series, our performers
and locals and visitors alike.
The producing entity, Lakeside Stride, LLC, has a history of successful event production and
management in the City/County of Denver. Lakeside Stride, LCC has partnered with sponsors,
investors and a non‐profit to create, similarly to what is being proposed for Lionshead Village, a
culmination of community through music and historic/communal preservation.
The mission behind the Vail Summer Bluegrass Concert Series is to consistently meet and
exceed our guest’s expectations, to work closely with the CSE, the Town of Vail and the LMA to
brand and market an experience like nothing on earth, to bring unsolicited attention to Vail and
Lionshead, and to gain profit for the organization and key stakeholders such as the Arrabelle
and the LMA. In an effort to drive the mission, the Vail Summer Bluegrass Concert Series will
work closely with the Vail brand and will be produced by Lakeside Stride, LLC as it has
demonstrated the skills and knowledge necessary to yield results. We are committed to
adapting to the continuous evolution of Vail as a destination entity. We share in the risk and in
the benefit.
Goals
For the 2014 series, the Vail Summer Bluegrass Concert Series seeks to achieve the following
goals:
• Nonfinancial goals
o Market our brand as a top free (with a ticketed option) concert series to those
local to the Vail Valley and to provide a reason to believe for those considering
an extended trip to Vail, whether from Colorado, surrounding states or
elsewhere.
o Utilize the force behind the Vail brand, the Arrabelle and associated Lionshead
brands to drive interest to the Vail Summer Bluegrass Concert Series.
o Create a resonant desire for attendees to return week after week through a
selective offering of world‐class performances and rotating vendors to be
present in Vail Square at Lionshead Village.
o Continue mapping the evolution of Vail’s summer and year‐round business
through the utilization of “activation” between the Vail Summer Bluegrass
Concert Series and potential partners.
o Provide a well‐rounded team of professionals to contribute to the overall success
of the inaugural Vail Summer Bluegrass Concert Series.
o Implement necessary marketing tools/personnel to execute this marketing plan.
• Financial goals
o Demonstrate a minimum return on investment for the CSE through the option
for guests of purchasing a preferred ticketed seat, beer/alcohol sales,
merchandise sales, heads in beds, sales tax opportunities and high‐level
sponsorships.
o Create an opportunity for the Town of Vail and Lionshead business to thrive over
the course of the series through “activation” efforts.
o Work with the Vail Jazz series to reduce production/hardware costs.
o Donate a percentage of proceeds to a select Vail non‐profit.
o Offer reward‐based incentives for marketing and key stakeholders for hitting the
targeted financial goals.
Core Competencies and Competitive Advantages
The Vail Summer Bluegrass Concert Series prides itself in its core competencies and in its
competitive advantage. The Vail Summer Bluegrass Concert Series seeks to align with the Town
of Vail’s mantra of being like nothing on earth through 1) positioning itself in the marketplace
for locals and as a destination‐based event through world‐class performances and partnerships,
2) provide a high level of quality organizational and event execution 3) deliver a real
partnership and superior performance with the Lionshead Merchants Association, Vail Jazz, the
Town of Vail and all stakeholders.
To translate these core competencies into a competitive advantage, the Vail Summer Bluegrass
Concert Series has established several relationships and partnerships with
top‐tier performers, high‐level sponsors/vendors, the Arrabelle, Vail Jazz and the Lionshead
Merchants Association, in addition to those on the production side to execute a successful,
seamless event series. These relationships and alliances give the Vail Summer Bluegrass
Concert Series the opportunity to tap into the minds of Vail’s key demographic: from locals to
those along the Front Range and guests alike. The goal is to create an environment for our
guests like nothing one earth.
3. Situation Analysis
This situation analysis starts with a snapshot of the current environment in which the Vail
Summer Bluegrass Concert Series finds itself by providing a SWOT (strengths, weaknesses,
opportunities, threats) analysis. After this overview, the analysis probes finer levels of detail:
industry competitors, company and consumers.
SWOT Analysis
Figure 1 shows the internal and external factors affecting the market opportunities for
the Vail Summer Bluegrass Concert Series.
Figure1. SWOT Analysis for the Vail Summer Bluegrass Concert Series
Internal Factors
Strengths
Weaknesses
Management
Team made up of highly
diligent, effective and results
oriented people.
Although the team has
collective experience, they are
new from an organizational
perspective.
Offerings
High‐end festival/event
production delivery.
Accessibility to performers,
sponsors, partners. Potential
to utilize activation in and
around Vail.
Because this is a new
series, there are no financials,
analytics or case studies to
report on.
Marketing
New, energetic marketing
team in place to assist in
driving success. Accessibility
to the Vail brand, performers,
accommodations for stronger
positioning.
Very little market
awareness due to the fact
that this is a new event.
Personnel
Strong, dedicated
workforce company‐wide,
with successful experience in
event management and
execution.
Producing entity
personnel are based in
Denver.
Finance
Solid financial statement,
no debt.
Only recent track history is
available due to this being a
relatively new entity.
R&D
Opportunity to test
Denver model in Lionshead
plays favorably for all
stakeholders.
Team is currently focused
on local schedule of events.
External Factors
Opportunities
Threats
Consumer/Social
High‐dollar demographic
market fit for the Vail local or
visitor.
New organization/event
series with little history.
Competitive
Opportunity to market
different performers with
different associated vendors,
options for lodging to build
stronger brand equity.
Facing events with
historical proof of success, not
directly in Vail but in
surrounding cities and
throughout Colorado.
Economic Opportunity to drive
hotel, restaurant and shop
business in Lionshead Village
and throughout the Town of
Vail with the right brand
positioning and marketing,
and the right alliances.
May lose interest in
overnight accommodations to
those who can simply drive
home.
Company Analysis
The vision behind the Vail Summer Bluegrass Concert Series is one to bring world‐class
entertainment in a one‐of‐a‐kind venue with properly aligned sponsors and only the best in
lodging, dining and shopping to create an experience like nothing on earth. The producing
entity, Lakeside Stride, LLC has a vision of bringing all aforementioned elements together
through the culmination of community. It is our goal to implement into this series the
concept of activation to better reach people who may not have been exposed initially.
Examples would include private radio or in‐store performance, autograph signings, etc.
Expanding our expertise from local‐to‐Denver events, to the Vail Summer Bluegrass Concert
Series in the Town of Vail opens up a plethora of opportunity both for our organization and the
Town of Vail. The future is now for our stakeholders. The state of the Lakeside Stride’s business
model is designed to provide security and confidence, added value, clear benefit, a true
reflection of our offerings and simplicity with the goal of bringing people together to exemplify
Vail’s true beauty further manifest its evolution as a summertime destination for locals and
visitors alike.
Customer Analysis
Through the process of developing this marketing plan, the Vail Summer Bluegrass Concert
Series has been successful in identifying its target customer(s). The main, strategic targets are
first and foremost those local to the Vail Valley. A series such as this would not be successfully
executed without the support of the local market. With this target, we have identified room for
opportunity. Potential offerings of discounted hotel rates or bundled packages (concert tickets,
hotel, dining, etc.) could be utilized as a key strategy to bring locals into experience what only
visitors typically see: a hospitality experience like nothing on earth.
The Vail Summer Bluegrass Concert Series would also strongly target upper‐middle to upper
class families in surrounding communities and along the Front Range. With many of these
people already visiting Vail and surrounding towns, an added element of free entertainment
with world‐class performers is potential for sealing the deal to visit Vail versus a neighboring
town. Upper‐middle to upper class families are those who would not think twice about an
extended July 4th weekend in Vail for entertainment purposes or selecting an off‐weekend for
the very same reason. Coupled with lodging, dining, shopping bundles, this is a no‐brainer for
that customer in particular.
An additional target customer lies within the traveler, from outside the US and within. While
bluegrass typically isn’t the genre of choice for many guests visiting from outside the US, the
added element of free entertainment may often be a deal‐breaker for booking a trip to arrive a
day in advance.
Taking the three above‐mentioned demographics into consideration, there is a deeper
breakdown of those who seek challenge and adventure, as well as live bluegrass music, from
the local to the visitor, in a mountain environment. Because of Vail’s natural offerings, the
element of attraction to physical, cultural and natural vitality exists in each and every visitor
throughout the year but specifically for the summer months as it relates to our series.
The Vail Summer Bluegrass Concert Series strives to couple world‐class talent with renowned
options for accommodations, dining and shopping to boost summer business through an
experience for our guests… that is like nothing on earth.
4. Market‐Product Focus
This section describes the marketing and product (performances, accommodations and
commerce) objectives for the Vail Summer Bluegrass Concert Series and the target markets,
points of difference and positioning of each “product.”
Marketing and Product Objectives
The Vail Summer Bluegrass Concert Series marketing intent is to take full advantage of its
brand potential while building a base from which other revenue sources can be leveraged. This
is detailed in the following services:
• Current Markets ‐ Because the Vail Summer Bluegrass Concert Series is a proposed new
event series, there is technically no current market. A better understanding of our target
demographic can be learned by reading the “customer analysis” section above.
• New Markets ‐ By the completion of its first summer series, the Vail Summer Bluegrass
Concert Series expects to be a household name in and around the Vail Valley and down
into the Front Range markets. It will be in our best interest moving forward to manifest
relationships with the folks behind Planet Bluegrass events and other like‐minded
entities to build upon the “current market.”
• Bluegrass Performers ‐ The Vail Summer Bluegrass Concert Series will look into book
world‐renowned performers to enhance the overall experience of attendees, visitors
and fans alike. Our team will build a relationship with each band’s management to
ensure proper placement and positioning of both the bands’ brand as well as ours,
together with Vail’s.
• Vail and Lionshead Village Hotels and Misc. Accommodations ‐ The Vail Summer
Bluegrass Concert Series will focus additional time, energy and marketing dollars on
properly positioning each of Vail’s villages’ options for lodging and accommodations to
the proper target demographic as outlined in the “customer analysis.” It should be both
assumed and understood that guests and fans attending the Vail Summer Bluegrass
Concert Series should be offered the opportunity to only stay in these properties.
• Vail and Lionshead Merchants and Things‐to‐Do ‐ The wide array of offerings at
Lionshead and around Vail is nothing short of spectacular. Between the great, high‐end
shopping to a float down the Eagle or Colorado Rivers to a laid‐back afternoon enjoying
craft beers and comfort cuisine at the Atwater on Gore Street, attendees of the Vail
Summer Bluegrass Concert Series will gain exposure to elements of Lionshead they may
not have known existed including our own bluegrass festival.
The purpose of this marketing platform and plan is to identify opportunities for alignment
between ourselves and those involved. The Vail Summer Bluegrass Concert Series will initially
be relying heavily upon the existing Vail brand and marketing efforts to reach target markets,
along with the assistance of sponsors, vendors and other stakeholders.
Target Markets
The Vail Summer Bluegrass Concert Series understands that “your culture is your brand” and
therefore targets its offerings, from performers to lodging options to retail, at specific markets
and customers (Hsieh, Tony. Zappos.com). The target market includes the upper‐middle to
upper class families in Vail, surrounding areas, throughout Colorado and across the US with a
minor emphasis on international visitors.
These target markets/customers are well‐versed in the desire to have an experience like
nothing on earth. Should they not have been previously exposed to Lionshead Village and Vail
as a whole, this program will create that desire within. These target markets/customers will
have the financial cushion to commit to an extended stay in Vail, taking attending the Vail
Summer Bluegrass Concert Series, staying at a local property and shopping, dining and
experience all that Vail has to offer into strong consideration.
Point of Difference
The live music marketplace, especially during the summer months in Colorado is quite
competitive. Our goal is to bring visitors to Vail, particularly Lionshead, for our performances
with an incentive to create a desire to stay for an extended visit. Alternatively, we will target
those who have booked accommodations for our show‐specific weeks with offerings to
consider arriving a day in advance to enjoy our concerts. The Vail Summer Bluegrass Concert
Series’ key differentiating factors are:
• World‐class bluegrass artists performing in a free bi‐weekly concert series with the
option to purchase tickets for preferred seating.
• A state‐of‐the‐art venue, offering the highest quality in lodging, dining, retail and
outdoor experiences.
• A first‐time concert series with the support of the Town of Vail’s Commission for Special
Events and high‐level sponsors.
• The opportunity to be a part of Vail’s ongoing desire to evolve as an elemental
expression of physical, cultural, social and natural vitality.
Positioning
The Vail Summer Bluegrass Concert Series is essentially a one‐stop‐shop for those seeking
adventure in the Colorado Mountains, world‐class entertainment within a pristine surrounding,
high‐end retail shopping, dining and lodging all the while experiencing life in its truest, most
natural form, at Vail.
5. Marketing Program
The four marketing mix elements of the Vail Summer Bluegrass Concert Series marketing
program are detailed below. Each element of the following program was carefully considered
by the Lakeside Stride team and includes the Product Strategy, Price Strategy, Promotion
Strategy and Placement Strategy. Many elements of this approach are traditional, while some
are quite non‐traditional.
Product Strategy
The product approach begins with a summary of each of the three offerings as indicated above.
Bluegrass Performances ‐ The potential names associated with the inaugural Vail Summer
Bluegrass Concert Series will be the driving force behind our success. Bringing in regionally,
nationally and internationally renowned performers should be the goal of this concert series. It
is both through Vail’s branding, but also through each individual performer where we will focus
our marketing efforts. This concert series will offer a foundation to new and returning guests
that will properly align all stakeholders with a guest’s desire to have an experience at our
concerts like nothing on earth.
Hotel and Misc. Accommodations – Using Vail’s, particularly Lionshead’s existing and world
renowned infrastructure, the producing entity will tailor its marketing towards those who
would be more so inclined for an extended stay through the weekend. While the local market
may not necessarily be interested in hotel and miscellaneous accommodations, we will position
our marketing collateral, and advertising, in a direction that boasts the wonderful multi‐day to‐
do’s in and around the Town of Vail, including the appetite for entertainment and mountain
living coupled with world class accommodations. From the Arrabelle to the Four Seasons, our
visiting guests will have no choice but to experience something like nothing on earth.
Local Business/Things to Do – Would the Town of Vail exist as one of the world’s premier
mountain town destinations without its local business and attractions, both natural and
manmade? It’s hard to say for sure, but it is our utmost intention to maximize the marketing
power already in place set forth by the aforementioned entities. Attendees of the Vail Summer
Bluegrass Concert Series will have the great fortune of experiencing world‐class live bluegrass,
state‐of‐the‐art accommodations and the best in retail, dining and activities.
Price Strategy
The goal of the inaugural Vail Summer Bluegrass Concert Series is to promote, produce and
successfully execute a free 5‐week concert series. While our target audiences are those in
upper‐middle to upper class families, the purpose of a free concert is to create something for
everyone to enjoy without the pressure of purchasing tickets. We will however, position an
allotment of tickets for purchase in preferred seating areas associated to a potential sponsor.
Promotion Strategy
The Vail Summer Bluegrass Concert Series promotional program is currently limited due to an
unknown budget, but includes creating a brand, website development and SEO/SEM, social
media, e‐mail marketing, activation and print media.
Creating a brand ‐ The Vail Summer Bluegrass Concert Series will look to Boughton Walden of
Jackson, WY to create all brand elements including a logo, color scheme, design directives, etc.
Lakeside Stride, LLC has worked previously with Ms. Walden and recommends she step in to
take on this role. She will be guided through and instructed to utilize Vail and key stakeholders’
brands to the fullest potential in the development of this particular brand.
Website development ‐ Lakeside Stride, LLC developed its first website utilizing a user‐friendly
tool called Wix. It will be critical to roll out a website as soon as budgets are approved and set in
place to begin creating a reason to believe in our series within our target markets. The
producing entity will work with its existing team to develop the website. Please see budget
(Attachment 2) for associated costs. Suggested URL: www.vailbluegrass.com (currently
available). Within the realm of website development is also web marketing. This will include
identifying key words and phrases to utilize in back‐end search engine optimization and search
engine marketing efforts. Our goal will be to rank amongst top‐tier Colorado bluegrass events
without the expenditure of pay‐per‐click advertising. The marketing people at Lakeside Stride,
LLC have a successful track record of corporate level website marketing and are happy to
incorporate that into their overall plan.
Social media ‐ Upon the development of this plan, the Vail Summer Bluegrass Concert Series
aligned with the marketing and business objectives of producing entity, Lakeside Stride LLC to
implement and manage social media activity. The following are key areas of social media in
which the Vail Summer Bluegrass Concert Series will develop, implement, manage and report
upon:
• Facebook ‐ The Vail Summer Bluegrass Concert Series Facebook profile will be
set up and implemented. Color schemes will follow those indicated in our design
directives developed by Ms. Walden. The Facebook page will be used as a bridge
between the general public and our website. Implementation of the Facebook
page will be free.
• Twitter ‐ A Twitter account will be instrumental in the Vail Summer Bluegrass
Concert Series’ web‐based growth. Like Facebook, the color scheme and brand
will be implemented to add to the overall look and feel and to provide additional
marketplace branding. The goal of implementing Twitter is to be “part of the
conversation.” It will be our goal to follow like‐minded events, organizations,
publications and our audiences to share relevant information with their own
followers. Implementation of Twitter will be free.
• Instagram ‐ One of the great features of Instagram is being able to share photos
across all social media platforms. It can be assumed that some people get lost in
the verbage of Facebook and Twitter, so creating a photo‐only based platform
for the Vail Summer Bluegrass Concert Series will be critical to reach an
alternative audience. Instagram implementation is free.
• YouTube – We are a music experience so we’ll need to generate as much interest
through video content as we can. We can assume that a large percentage of our
attendees are fans, but for those who are not, especially those who are
considering a trip to the region should have readily available access to videos of
our performers. The Vail Summer Bluegrass Concert Series will
create its own YouTube channel to self‐promote but will also share existing
content.
.
E‐mail Marketing ‐ The team behind Lakeside Stride, LLC is well‐versed in e‐mail marketing and
campaigning. This marketing plan suggests that the Vail Summer Bluegrass Concert Series
either consider building its own list of target e‐mail addresses or working alongside an existing
publication (web‐based and print) to target our specific desired demographic. The goal is the
position our concert series in the “push” environment where communications can be targeted
at our key potential audience based on interest extracted from web‐based data, in‐person
discussions, hotel leads, etc. Our e‐mail marketing campaigns will be tailored according to the
desires of our target audiences (ie., “Stay 3 nights, get the Wednesday night at x% discount).
Purchasing lists can be pricey so this plan will suggest we move towards the latter option of
piggy‐backing on an existing e‐mail list through local hotels, merchants, restaurants and
publications.
Activation ‐ The Vail Summer Bluegrass Concert Series will be held in Vail Square at the
Arrabelle. That being said, it is our utmost intention to draw attention many of Vail’s offerings
through activation. Our team will look to partner up with local music stores, children’s
programs, radio stations, etc, to “spread the wealth” of our world‐class performers across the
Town of Vail to generate further and deeper interest both in our event and in all of Vail’s
offerings.
Print Media ‐ The Vail Summer Bluegrass Concert Series will strongly consider ad placements
in key media outlets. The goal is to reach the specified demographic, from within the Town of
Vail to potential international tourists. We will carefully consider existing relationships with the
Vail Daily, the Denver Westword and several other large scale publications to position this
brand. We will also utilize the PR expertise of those at Lakeside Stride, LCC to generate free
article placements in key publications surrounding the efforts behind our brand.
6. Implementation Plan
Rolling the Vail Summer Bluegrass Concert Series business model out into a saturated music,
travel and local market may be difficult but can be accomplished with successful
implementation of this marketing plan. Taking our proposed budget (Attachment 2), in‐kind
donations and sponsorships into great consideration, the Vail Summer Bluegrass Concert
Series will heavily rely upon its ability to promote in both traditional, but also cost‐effective
non‐traditional, yet creative manners. The intentions are that this concert series will enter the
marketplace by January 2014 with a fully announced, world‐class line‐up of
performers, partners and sponsors and will begin capitalizing through traditional and non‐
traditional media, public relations and communications efforts shortly thereafter.
Success will be evaluated based on sales tax revenue, “heads in beds,” promotional sales,
increase in mid‐week foot traffic in Vail and Lionshead Villages and the ability to keep spending
at a minimum while creating a highly effective impact on all stakeholders, guests/attendees and
the media. Because Vail strives be “like nothing on earth,” this marketing plan, from
development to roll‐out continuously emphasizes the value add in world‐class bluegrass
performances in a world‐class venue with world‐class lodging, dining and retail. Giving the Vail
Summer Bluegrass Concert Series the opportunity to propose its value is the first step in
generating, but also maintaining the already established notion that Vail is truly like nothing on
earth.
7. Evaluation
The Town of Vail and the CSE will evaluate the success the inaugural Vail Summer Bluegrass
Concert Series from a sales tax revenue and “heads in beds” perspective. Additionally, the
Town of Vail and the CSE will hold the Vail Summer Bluegrass Concert Series accountable
against any reporting, measurement and analytical tools that may already be in place for
consideration in the long‐term life of our series.