HomeMy WebLinkAbout2014_07_26 Kick-it 3v3 Soccer Tournament
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
CSE/TOV RFP for 2014 Special Events Page 2
Town of Vail: Commission on Special Events
2014 Special Event 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
follow ing 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.
CSE/TOV RFP for 2014 Special Events Page 3
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 W hat 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.
CSE/TOV RFP for 2014 Special Events Page 4
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
W ednesday, 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
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: 970.479.2157
CSE/TOV RFP for 2014 Special Events Page 5
VAIL COMMISSION ON SPECIAL EVENTS
2014 EVENT FUNDING APPLICATION
Please describe in space below or attach additional documents if space provided is not
adequate.
NAME OF EVENT: Kick It 3v3 Soccer “Vail Super Regional”
PROPOSED DATE(S) : 7/26-28/2014
AMOUNT OF CASH FUNDING REQUESTED: $40,000
PRODUCING ENTITY: North American Sports Group
1. President or Executive Director’s Name: Bryce Thornburg
2. Name and Title of Person Completing the Application:
Brandon London – Senior Event Manager
3. Business Address:
• Physical Address: 10497 W. Centennial Rd Littleton, CO 80127
• Mailing Address: 10497 W. Centennial Rd Littleton, CO 80127
4. Contact Info:
• Telephone: Main: 303-948-7108
• Cell: 720-273-1505 Brandon
• Fax: 303-948-7251
• E-Mail Address: blondon@nasportsgroup.com
5. Event and/or Organization W EBSITE: www.kickit3v3.com
6. Number of years your organization has been in business: 20+
7. Mission Statement:
To provide a safe, clean and family oriented event for all
8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit*
CSE/TOV RFP for 2014 Special Events Page 6
• Non-Profit (501C-3), or Not-for-Profit (501C-6) organization
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:
No
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.
NASG’s event is a 3v3 soccer tournament, but no ordinary tournament. We bring our
biggest regional to Vail every year, with plenty of things to do for the whole family.
Our festival type feel includes anything from bounce houses to interactive sponsor
games to retail/merchandise stores. We also started something new this year with
evening activities (King of the Pitch @ Solaris). Due to the amount of teams that
come to Vail we also have had to extend the tournament to three days.
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.
Our event takes place on Vail Athletic fields and Ford Park in late July. We do
understand that Ford Park may not be done with construction in 2014. We have
taken steps for a backup plan with two options:
a. We use 3 different locations in Vail- Donovan Pavilion, Homestake and Vail
Athletic fields.
b. The other option is to have all games on Friday at Vail athletic for all teams to
check in to their hotels and stay in Vail for opening ceremonies on Friday
night. Then to have Saturday and Sunday at WECMRD
3. W ill any portion of the event take place outside of the Town of Vail? If yes, please explain.
No, unless the fields are still under construction and we decide to go with option
b. Thus, it would only be for one year.
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
CSE/TOV RFP for 2014 Special Events Page 7
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.)
The only in-kind services we would need are bus services if we decide to go with
option b. We do utilize parking for support staff at Ford Park and I know our
teams use the express bus service a lot.
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.
This is an existing event that has taken place in Vail for around 10 years at Ford
Park and Vail Athletic fields.
6. People:
• Number of participants (athletes, artists, exhibitors, etc.) anticipated: 1,800-2,000
• Number of volunteers needed: None
• Number of event staff: 15-20
• Total Number of spectators/attendees anticipated and estimate:
• % Local: 5%
• % In-state (non-local): 75%
• % out of state: 15%
• % International: 5%
6. Description of potential benefits to the Town of Vail, including an estimated # of
incremental room nights and increased spending generated. W hat return on
investment (ROI) should the Town of Vail expect?
Vail benefits in multiple ways. Thousands of people of all ages and tons of families
get a chance to shop and dine at Vail’s Premier International World Class Resort
which leaves them wanting to come back for more. Our retention on this
tournament is amazing with around 75% coming back year after year and Vail’s a
big part of the reason. The event goes hand in hand with Vail’s outdoor
CSE/TOV RFP for 2014 Special Events Page 8
atmosphere with plenty of summer activities for families to enjoy between or
after games. Our demographic of holding an athletic event also leaves our
customer wanting to experience Vail in the winter.
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?
36%
3. Describe briefly how you will use the funds that you are requesting from the CSE.
NASG will put the funds to use by creating marketing materials such as but not
limited to: Banners, event cards, posters, flyers, tents, newsletters and media
spots (new this year).
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?
0%
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.)
64%
7. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many
years beyond 2014?
Yes, at least for the next five years
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.
CSE/TOV RFP for 2014 Special Events Page 9
Yes, NASG has a growth plan for the Rocky Mountain region. It includes anything
from reaching out to more soccer clubs to introducing 3-5 more local tournaments
to feed into Vail. Our plan is to introduce cities such as: Boulder, Grand Junction,
Salt Lake City, Colorado Springs and Winter Park.
MARKETING:
1. Please provide a detailed description of your marketing plan and indicate how the
budget will support the program.
NASG will be producing flyers, posters, newsletters, post cards and new this year
magnets. All of which will be used to promote the “Vail Super Regional” to our entire
tour. Social media sites are also part of our marketing plan. Also we will have a new
campaign this year for media spots in Colorado and Vail, i.e. radio, television and
newspapers. All teams that played in local from Arizona, Utah, New Mexico, Wyoming,
Kansas, Texas, Oklahoma, Nebraska, Iowa and Illinois will qualify through their
perspective local tournaments. Anyone is welcome to come to Vail from around the
country though as long as they qualify through a local.
2. Explanation of potential for sponsorships and media exposure.
The potential is vast and wide open for getting local sponsors this upcoming year.
More than ever we want to reach out to local sponsors to give them a chance to
get great exposure to an ideal audience. This audience is one that is very diverse
in age and also a very active group.
NASG also realizes that media exposure is bigger than ever. Typically we have not
done much of this in the past. This year will be different. We would like to use
some of the funding to go toward newspaper ads as well as radio and television
spots.
3. Specify any marketing support you are requesting.
We would like to request support from a third party marketing firm. We are
looking into this for bigger and better ideas when it comes to marketing and
advertising. Like mentioned earlier NASG wants to get into media exposure and
this will be the main area of focus.
4. Name, telephone number and email addresses of your PR and marketing contacts.
Clare Hefferren/ 970-455-4586/ clareh@callosumcreative.com
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
CSE/TOV RFP for 2014 Special Events Page 10
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.
Rocky Mountain Regional Event P/L
Vail, CO 2013 Costs (Actual)2014 Costs (Projected)
Teams 295 (incl 38 comp teams)262 + 38 Comp
Number of Divisions 50 50
Entry Fees 64,250.00$ 65,500.00$
Local Sponsorship Sales 40,000.00$ Vail 40,000.00$
Merchandise Net 600.00$ 1,500.00$
Concessions --$
Other Revenue --$
Total Revenue 104,850.00$ 107,000.00$
Registration Form Printing 3,000.00$ 5,000.00$
Grassroots Marketing 7,150.00$ 7,000.00$
Local Event Market Realocation 4,200.00$ 4,500.00$
Other Marketing 3,200.00$ 5,000.00$
Postage 1,800.00$ 2,500.00$
Total Marketing Expense 19,350.00$ 24,000.00$
Shipping 150.00$ 150.00$
T-Shirt Premiums 7,810.00$ 5,000.00$
Awards 7,640.00$ 8,000.00$
Event Trucking 2,000.00$ 2,000.00$
Referees 7,900.00$ 8,500.00$
Ref Assignor 1,500.00$ 1,500.00$
First Aid 500.00$ 500.00$
Facilities Rent 5,575.00$ 6,000.00$
Portable Toilets 1,800.00$ 1,500.00$
Trash 500.00$ 1,000.00$
Overnight Security 1,000.00$ 1,000.00$
Player Insurance 2,360.00$ 2,500.00$
Misc Tourny Expense 1,000.00$ 1,500.00$
Event Director(s)6,000.00$ 6,000.00$
Road Crew 1,800.00$ 2,000.00$
Temp Labor 2,500.00$ 2,500.00$
Local Events' Overhead/Realocation 2,500.00$ 2,000.00$
Lodging staff/referees 6,974.00$ 7,000.00$
Auto 600.00$ 500.00$
Meals 2,400.00$ 2,500.00$
Referee Meals 750.00$ 750.00$
Ice/Water 550.00$ 500.00$
Fuel for Generators 300.00$ 400.00$
Total Direct Event Expenses 64,109.00$ 63,300.00$
Total COGS 83,459.00$ 87,300.00$
Corp Overhead Allocation 7,000.00$ 7,000.00$
Total Overhead 7,000.00$ 7,000.00$
Total Expenses 90,459.00$ 94,300.00$
Net Profit 14,391.00$ 12,700.00$
Money reinvested back into community
Facilies Rent 5,575.00$
Portable Toilets 1,800.00$
Trash 500.00$
Golf Carts
Misc. Tourney Expense 1,000.00$ (security,first aid, gas, local labor,
Meals 2,400.00$
Staff lodging 6,974.00$
Referee Meals 750.00$
Ice/Water 550.00$
Generator Fuel 200.00$
Total 19,749.00$
Vail
media spots/3rd party