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Home My WebLink About2014_07_04_Vail America Days RFP-v2 Vail Commission on Special Events 2014 Event Funding Application Applied for by: 2012 & 2013 Event Marketer Magazine's "Top 100 Event Agency" 12 Vail Rd. Suite 500, Vail, CO 81657 (970) 476-6797 www.gohighline.com VAIL COMMISSION ON SPECIAL EVENTS 2014 FUNDING APPLICATION Ø NAME OF EVENT: Vail America Days Ø PROPOSED DATE(S): Friday, July 4 – Saturday, July 5 Ø AMOUNT OF CASH FUNDING REQUESTED: $120,000 Ø PRODUCING ENTITY 1. President or Executive Director’s Name: Jeff Brausch 2. Name and Title of Person Completing the Application: Jeff Brausch, Founder 3. Business Address i. Physical address: 12 Vail Road, Ste 500, Vail, CO 81657 ii. Mailing address: 12 Vail Road, Ste 500, Vail, CO 81657 4. Contact Info • Telephone • Main: 970/476-6797 xt.703 • Cell: 970-393-2128 • Fax: 970-476-6797 • E-Mail Address: jeff@gohighline.com 5. Event and/or Organization WEBSITE: www.vailamericadays.com 6. Number of years your organization has been in business: 16 7. Mission Statement: To foster a culture in which Highline team members are challenged to excel in providing all customers with exceptional service, extensive knowledge and an unwavering commitment to ethical excellence…not only to complete client satisfaction-but beyond all expectations! 8. Organization's tax status. Please attach current State Department of Revenue Certificate with this application TAX ID: 84-1331831 • Non-Profit (501C-3 • Not-for-Profit (501C-6) organization: Click here to enter text. 9. Does the Event benefit a charity? If yes, please name the beneficiary Yes, TBD. Ø EVENT DESCRIPTION 1. Description of the event and its activities: Vail America Days– A destination event featuring a variety of family-focused entertainment including the annual Fourth of July parade, fireworks, entertainment throughout the July 4th afternoon, food and beverage and more. The proposed 2014 event takes what is a very popular day in Vail to the next level enticing guests to stay throughout the weekend by offering. With expanded activation and a well-executed parade this will be an enhanced atmosphere for all. With the Vail visitor in mind, we want to offer them reasons to stay in town and enjoy all that Vail has to offer. This Fourth of July will offer a framework for guests to enjoy the Villages, even after the parade. When the parade concludes, the event will extend to a variety of different areas in Vail. 2. Where will the event be located within the Town of Vail? Vail Village & Lionshead 3. Will any portion of the event take place outside of the Town of Vail? If yes, please explain. Portions of the event may take place on Vail Mountain 4. Will additional in-kind services be required 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, 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.) We will require barricades to control the perimeter of the events as well as TOV police support for crowd control at these same events and would like to request additional assistance with police, potential street cleaning etc. 5. This is an existing event. Highline has produced this event for one previous year which took place in Vail Village, Solaris Plaza, Gore Creek Promenade and Lionshead. 6. People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: 2,000 • Number of volunteers needed: 50 • Number of event staff: 75 • Total Number of spectators/attendees anticipated and estimate o % Local: 20% o % In-state (non-local): 20% o % Out of State/International: 60% 7. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. 2014 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 50,000 Those who came just for the event: 50% Those staying in Town of Vail lodging: 50% Average nights stay in Vail: 2 Total Incremental Room Nights: 12,500 (2ppl/room) Incremental Spending Estimated attendance per day: 25,000 Average amount spent: $150 Event Days: 2 Total Incremental Spending: $7,500,000 Average lodging price per night: $150 Incremental room nights: 12,500 Subtotal spent on lodging: $1,875,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 10,000 Average amount spent per day: $150 Subtotal spent on non-event days: $1,500,000 Total Estimated Incremental Spending: $10,875,000 8. What return on investment should the Town of Vail expect? 2014 Town of Vail Return on Investment Town of Vail Investment $120,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $500,000 Return on Investment through Media, PR and Event Related Impressions alone: 3.2-to-1 Est. Incremental Room Nights Generated 12,500 Incremental Spending Generated 10,875,000 Tax Receipts (Sales - 4%, Lodging – 5.4%) $461,250 Return on Investment through Incremental Spending in the Town of Vail: 2.8-to-1 Ø BUDGET Please attach a complete and detailed event budget, including anticipated revenues and expenses and fill out below. 1. What % of the total event budget is the CSE being asked to fund? 72% 2. Describe briefly how you will use the funds that you are requesting from the CSE. To mitigate the marketing and operational expenses associated with the successful production of the event. 3. What is the $ amount of sponsorships from alternative sources reflected in the event budget? 16% 4. Should the CSE decide not to support this event, will it still occur? No 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.) 13% 7. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years beyond 2014? Yes, as many as years as it makes sense financially and to the TOV and Highline. 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, what %, if any, of the total event budget do you anticipate requesting next year? 72% Ø MARKETING 1. Please provide a detailed description of your marketing plan and indicate how the budget will support the program. • An extensive, traditional media campaign will be run for the event featuring print (newspaper and magazine), radio and television. • The campaign will focus on national, regional and local media outlets. • Over $300,000 in media value is expected to be delivered by this integrated campaign. • A national, regional and local PR blitz will be launched for the 2014 Vail America Days event. • The campaign is expected to generate over $200,000 in equivalent media value. • Vail America Days will push the social/digital media envelope with Facebook and Twitter. • A dedicated website will support the event. Town of Vail CSE Vail America Days Funding Application Page 6 • Direct broadcast emails will be sent to lists, including those owned by Highline - targeting our audience. • Numerous collateral and competitor materials will be disseminated throughout the region, including postcards and posters. 2. Explanation of potential for sponsorships and media exposure. This event offers a variety of exposure opportunities for local, regional and national brands. 3. Specify any marketing support you are requesting. Highline is requesting support from the VLMDAC regarding Front Range Print as part of Vail Summer initiatives. 4. Name, telephone number and email addresses of your PR and Marketing contacts. PR CONTACT: Missy Johnson, Account Manager, Highline, 970-476-6797 x712, missy@gohighline.com MARKETING CONTACT: Missy Johnson, Account Manager, Highline, 970-476-6797 x712, missy@gohighline.com Ø REQUIRED ATTACHMENTS 1. Highline has been producing events in Vail for more than 15 years. 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 Non-local attendees will be directed to Vail lodging options via call-to-actions placed in event advertising and collateral materials. These items to include newspaper print ads, website, posters, handbills, social media and more. 3. Previous year’s event evaluation, including income and expense statement (if existing event). Please see final page in this document. 4. Past or projected demographics of event attendees and spending Vail America Days is expected to capture a wide range of attendees to include young singles as well as couples and families. We anticipate the Average age will be 40 with HHI of $100,000++. 5. Organization rosters naming: Next page Town of Vail CSE Vail America Days Funding Application Page 7 All officers and respective positions: HIGHLINE Principals/Board of Directors: Jeff Brausch, President/CEO James Deighan, Partner/VP HIGHLINE Employees: Peggy Wolfe, Director of Events Katie Tille, Executive Producer John McGuire, Executive Producer Jeff Seme, Senior Event Manager Missy Johnson, Sponsorship Manager Jim Nagy, Account Manager Ryan McNamara, Production/Partner Assistant Phil Schaefer, Event Assistant Kelli Brausch, Controller/CPA Town of Vail CSE Vail America Days Funding Application Page 8 Town of Vail CSE Vail America Days Funding Application Page 9 ESTIMATED ’14 AMERICA DAYS REVENUES: Sponsorships (net) $25,000 CSE Event Funding 120,000 Freworks Credit -‐ F&B Sales (less sales tax) 15,000 Parade Entries 6,500 TOTAL REVENUES $166,500 EXPENSES: Highline Event Managers (EP/APs) $20,000 Event Operations 14,500 Talent/Entertainment 20,000 Fireworks 31,500 Event Advertising/Marketing/Promos 5,000 Event Signage 3,250 Event Merchandise/Sponsor Gifting -‐ Event Supplies 1,500 F&B Expenses 7,500 Charitable Donation -‐ Event Equipment/Party Rentals 15,000 Event Photography 500 Portable Toilets/Trash Removal 1,200 Drayage/Porterage -‐ Awards -‐ Public Relations 2,500 Venue Rental/Site Fees (Solaris) 2,000 Wardrobe/Uniforms -‐ Event Insurance 8,275 Equipment Repairs -‐ Bank/Credit Card Charges -‐ Activities -‐ Pre-press/Design 1,750 Licenses and Permits 225 Printing and Reproduction 750 Office/Computer Supplies 400 Postage/Shipping 100 Web Site 2,000 Event/Sales Travel 500 Meals/Entertainment 100 Event Lodging 2,000 Sponsor Ground Transfers -‐ Event Payroll Expenses 12,500 Contract Labor 1,500 Agency Fee 15,000 TOTAL EXPENSES $169,550 NET PROFIT (LOSS) $(3,050) Town of Vail CSE Vail America Days Funding Application Page 10