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HomeMy WebLinkAbout2014_08_15 Vail Soul Music Fest RFPWWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. 1 Town of Vail Commission on Special Events & The Vail Local Marketing District, We are very pleased to present a response to the request for proposals for events in 2014. Attached, you’ll find succinct answers to the RFP’s queries, and to re-introduce our intentions, we are presenting this following letter of intent. WHERE WE STARTED: We appreciate your past sponsorship of the Vail Soul Music Fest and look forward to building upon that relationship for our 2014 Vail Soul Music Fest. Vail Soul is an Eco-urban destination festival. Our goal is to curate the ultimate experiential platform for our fans with music, adventure, wellness activities and a healthy dose of fun! WHY WE WAITED AND OBSERVED IN 2013: In 2010, the Vail Soul Music Festival strategically chose Vail, Colorado as the host local for an anticipated long-term annual event due to the unique elements that Vail offers - entertainment that the area successfully welcomes, the stunning setting with a wide range of lodging/din- ing/shopping and the proximity to a major metropolitan area. We felt it was the quintessential choice of location. After three successful events, we learned that we had the opportunity to deepen our under- standing of how to find the perfect reciprocal fit between Vail locally and our event. Our goal is to raise our bar significantly by securing local representation in Key Link Public Relations and closely adhering to the new CSE event guidelines and checklist. The newly formed Commission on Special Events Checklist of Marketing Gates is a viable that tool that the most successful events in 2013 used to make their experience better. We would like to do the same to ensure that communication stays open and flowing, and that the myriad of options for promotion are optimized. October 18, 2013 Town of Vail Commission on Special Events 75 South Frontage Road West Vail, Colorado 81657 vailgov.com - CONTINUED ON NEXT PAGE - TO: DATE:VAILSOULMUSICFEST‘14 WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. 2 WHAT WE’VE LEARNED AND ARE PLEASED TO PROPOSE: In addition to the basic items included in the following response to proposal pages, we want to highlight three critical areas that will bring a mutually beneficial partnership between the Town of Vail and the Vail Soul Music Festival: 1. Capitalizing on the cache of the Vail name as an internationally, well known brand standing for excellence, we will consistently promote Vail Summer as the lead in our public relations, marketing and sponsorship/partnership efforts to boost VSMF as a “can’t miss” booking opportunity. For example, a press release headline will read, “Vail, the Premier International Mountain Resort Community Proudly Announces the Return of the 4th Annual Vail Soul Music Festival” 2. We will work closely within the local community, with the attitude that “a rising tide lifts all boats,” meaning primarily three things: a.) Packages to be created alongside various Town of Vail lodging, merchants, activities and restaurants, creating a well-rounded guest experience. [See note at the bottom of this page for four of our proposed package ideas.] b.) Consistency in communication directly with the Vail local community, by individually talking with all merchants, restaurants and visitor touch points [ticket booths, visitor centers, et al] as well as a consistent and open flow of communication with the CSE for guidance and a chance to discover new opportunities for success. c.) Pursuing partnerships with other Vail events and businesses in advertising, marketing and public relation efforts; for example, joint press visits with our representative and a Vail Resorts representative to target markets. 3. We will create “stickiness” for the guest experience. We want our visitors to make Vail Summer and the VSMF a “can’t miss” opportunity, not only by providing an extraordinary, unique and top-tier event, but by showcasing Vail in a way that the guest might not have previously realized existed via new experiences such as a Gondola/bike ride adventure. An added bonus will be the opportunity to possibly trumpet that “Vail has sold out 60% of lodging opportunities during this event time by March”--helping with a return to advance reservations, not last minute bookings. Additionally, we want to reiterate due to the level of importance, as listed in the basic fields of this RFP, that we plan on making it easier for guests to book not only through promo- tion on our website and through providing consistent and concise copy to be posted on the Vail Summer website, but with all of our business owners’ websites, creating multiple touch-points and cross promotion. We also see a huge potential for growth of not only a Vail Summer exposure, but for our event as well, by being so strongly aligned with the Vail brand. Thank you for this opportunity. Sincerely, Rhonda Jackson Sams Executive Producer WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. 3 VAIL COMMISSION ON SPECIAL EVENTS 2014 EVENT FUNDING APPLICATION NAME OF EVENT: VAIL SOUL MUSIC FEST PROPOSED DATE(S): AUGUST 15-17, 2014 SUBMITTED BY: RHONDA JACKSON SAMS WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 4 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 NAME OF EVENT: Vail Soul Music Fest PROPOSED DATE(S): August 15-17, 2014 AMOUNT OF CASH FUNDING REQUESTED: $85,000 PRODUCING ENTITY: 1.PRESIDENT OR EXECUTIVE DIRECTOR’S NAME: Rhonda Jackson Sams 2.NAME AND TITLE OF PERSON COMPLETING THE APPLICATION: Rhonda Jackson Sams 3.BUSINESS AND MAILING ADDRESS: 8400 E. Crescent Parkway, Ste. 600 Greenwood Village, CO 80111 4.CONTACT INFORMATION Telephone Main: 720-528-4313 Cell: 30.596.9943 Fax: 720-528-4001 Email Address: rhondajuly@aol.com 5. EVENT AND/OR ORGANIZATION WEBSITE: Vailsoulmusicfest.com 6. NUMBER OF YEARS YOUR ORGANIZATION HAS BEEN IN BUSINESS: 15 years 7. MISSION STATEMENT: “To bring world class musicians and artists to Vail and curate an event that cele- brates the rich tapestry of Soul Music and offers art and culture to the Town of Vail, State of Colorado and destination travelers seeking a wellness weekend.” 8. ORGANIZATION’S TAX STATUS: For profit DOES THE EVENT BENEFIT A CHARITY? Yes, Dreamwide Inc. committed to Youth and art and culture VAIL COMMISSION ON SPECIAL EVENTS 2014 EVENT FUNDING APPLICATION - CONTINUED - WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 5 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 EVENT DESCRIPTION: 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. Vail Soul Music Fest, now in its fourth installment, is more than a music concert - it is a soul experience celebrating art and culture, wellness and education. Vail Soul is the only Colorado festival of its kind, focused on the preservation of soul music, while cultivating the growth and exposure of new artists. The festival estimates 3,000 attendees during the three day event resulting in a positive impact on Vail’s economy. 2. WHERE WILL THE EVENT BE LOCATED WITHIN THE TOWN? 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? Event activities will take place in Vail Village and Ford Park. MUSIC (all locations will be secured upon RFP Approval) Main Concerts – Ford Amphitheater (on hold pending confirmation from Town of Vail for August 15- 17, 2014) Reception – Solaris Tent Free Concert – Solaris or Lower Green Sunday Gospel - Terre Bistro SCHEDULE OF EVENTS FRIDAY AUGUST 15, 2014 WEEKEND 7AM - NOON3PM - 5PM 5PM - 9PM9PM - 10:30PM10:30PM - 2AM SATURDAY AUGUST 16, 2014 SUNDAY AUGUST 17, 2014 WELLNESS ROUNDUP GOLF/TENNIS BIKING/HIKING YOGA SHOPPING/SPA WELLNESS ROUNDUP GOLF/TENNIS BIKING/HIKING YOGA SHOPPING/SPA OPENING AWARDS RECEPTION (Keynote Speaker) FESTIVAL ENDS WELLNESS CONCERTS VAIL EXPERIENCE SOUL CENTRAL INFORMATION BOOTH VAIL VILLAGE VSMF EXPO & CONCERTS Gerald Ford Amphitheater SOUL AROUND TOWN Dining Partners w/live music VSMF AFTER PARTIES Nightlife Partners Celebrity DJs FREE CONCERT STAGE Vail Village Mentoring/Educational Activities VAIL* FARMERS MARKET Vail Village VSMF EXPO & CONCERTS Gerald Ford Amphitheater SOUL AROUND TOWN Dining Partners w/live music VSMF AFTER PARTIES Nightlife Partners Celebrity DJs WELLNESS ROUNDUP 5K RUN/WALK-------- GOLF/TENNIS BIKING/HIKING YOGA SHOPPING/SPA OUTDOOR CONCERT Vail Village COMMUNITY*WILL DIRECT ATTENDEES TO EXISTING EVENT IN VAIL WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 6 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 WELLNESS ACTIVITIES Golf – Vail Golf Club Tennis – Vail Racquet Club Mountain Resort Spa Activities – Vitality Center at Vail Mountain Lodge Instructional Yoga - Solaris or Mountain Plaza 5k Run Walk – Vail Mountain Biking Vail Mountain - Git-along Road / Vail Mountains Cooking Demonstrations - Solaris Low Calorie Dinner Menu Specials - Partnership with Local Restaurants NIGHTLIFE/DINING PARTNERS Bol Vendetta’s CineBistro Samana Lounge Manor Vail’s restaurants/bar Vail Ale House 3.WILL ANY PORTION OF THE EVENT TAKE PLACE OUTSIDE OF THE TOWN OF VAIL? No 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. Additional in-kind: Directional signs for guests, direct bus route from Lionshead to Ford Park on Friday and Saturday nights. Special parking for event production vehicles. 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. Existing event in Vail for 2010, 2011 and 2012 - CONTINUED - WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 7 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 PEOPLE NUMBER OF PARTICIPANTS (ATHLETES, ARTISTS, EXHIBITORS, ETC.) ANTICIPATED: 3000 attendees/festival-goers with 30 exhibitors and press representatives NUMBER OF VOLUNTEERS NEEDED: 20 NUMBER OF EVENT STAFF: 40 TOTAL NUMBER OF SPECTATORS/ATTENDEES ANTICIPATED: % Local: 15% % In-state (non-local): 50% % out of state: 35% - Targeting Chicago, Dallas, Houston, Austin, Atlanta, NYC, DC & professional organizations 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? Potential benefits include: • Awareness of ALL the varied activities that Vail Summer has to offer • Local and Regional advertisement buys across multimedia landscape of Radio, Local TV and Cable • Engaging local merchants via VSMF sponsored incentives • Experienced PR and National Marketing firm retained Estimate 500 Room nights Return on investment (ROI) – 150% Estimated revenue generated for the town of Vail in 2012 = $319K (2012 Vail Soul Intercept Insight study) - CONTINUED - WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 8 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 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. ANTICIPATED REVENUE Estimated Revenue for town of Vail: $350K over three day event Event Budget: $500K ANTICIPATED EXPENSES WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 9 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 BUDGET (CONTINUED) 2. WHAT % OF THE TOTAL EVENT BUDGET IS THE CSE BEING ASKED TO FUND? 17% 3. DESCRIBE BRIEFLY HOW YOU WILL USE THE FUNDS THAT YOU ARE REQUESTING FROM THE CSE. Funds will be used for marketing, public relations, collateral and advertising. 4. SHOULD THE CSE DECIDE NOT TO SUPPORT THIS EVENT, WILL IT STILL OCCUR? Yes, Vail is by far our primary choice among other vetted destinations, however; contingent CSE funding, other mountain locations may be considered. 5. WHAT IS THE $ AMOUNT OF SPONSORSHIPS FROM ALTERNATIVE SOURCES REFLECTED IN THE EVENT BUDGET? Roughly 50% 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.) 33% 7. IF POSSIBLE, WOULD YOU INTEND TO HOST THE EVENT IN VAIL BEYOND 2014? IF YES, FOR HOW MANY YEARS BEYOND 2014? Yes. We would like to become an iconic annual event for multiple years. 8. DO YOU ANTICIPATE REQUESTING FUNDING FROM THE CSE NEXT YEAR? PLEASE EXPLAIN HOW YOU INTEND TO GROW THE EVENT AND INDICATE WHAT %, IF ANY, OF THE TOTAL EVENT BUDGET YOU ANTICIPATE REQUESTING NEXT YEAR. Yes we anticipate funding for 2015. We plan to grow the event through strategic sponsorships and in 2015 we anticipate 16% funding from CSE. - CONTINUED - WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 10 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 MARKETING/PUBLIC RELATIONS PROPOSED OUTLINE CSE/TOWN OF VAIL AND VAIL LOCAL MARKETING DISTRICT REQUEST FOR FUNDING: Summer 2014 Events Vail Soul Music Festival **Note: Upon approval of requested funding, this outline will be further developed including specific projects in alignment with the CSE Marketing and the Marketing/Public Relations Guidelines Checklist OBJECTIVE: The 4th Vail Soul Music Festival will return to the Town of Vail’s line-up of special destination-driven events, utilizing a strong partnership with the Vail Brand to attract and promote attendance and visitation to the Vail Soul Music Festival (VSMF) via a top line-up of performances, special appearances at local businesses and lodging partnerships. The VSMF will also attract nation-wide attention to the vast array of the opportunities of visiting Vail in the summertime by utilizing the already arranged national brand corporate sponsorships. STRATEGIES: • Promote all of the activities offered in Vail in the summertime to be enjoyed while attending one of the nation’s premier Soul Music Festivals and the Rocky Mountain Regions’ only Soul Music Festival • Capitalize on the ease of booking a vacation in Vail by promoting lodging packages and special activity packages that compliment the VSMF • Utilize the currently arranged sponsorships of national brands to demonstrate the attractiveness of both the festival and Vail Summer, as well as co-ordinate with those corporation’s PR and Marketing departments to assist with efforts in this area • Work closely to establish messaging consistent with the Vail Summer brand efforts by working with the CSE and Town of Vail TACTICS: • Press releases will be modified for local, Colorado and national attention, and distributed via a variety of public relations agencies including Key Link PR, a Vail-local agency, the PR and marketing groups contracted by the Town of Vail and the PR and marketing teams that represent the corporate sponsors--ensuring that the CSE’s recommended brand message and boilerplate is utilized in each release • Advertising in local, Colorado and national publications, broadcasts and on-line channels, utilizing the support of agencies including Key Link PR, a Vail-local agency, the PR and marketing groups contracted by the Town of Vail and the PR and marketing teams that represent the corporate sponsors WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 11 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 TACTICS: (CONTINUED) • Promote a strong on-line campaign across all social media platforms, minimizing costs by using tactics acquired by Key Link PR’s social media team during other event projects • Attend Denver and Front Range events and activities to promote both the VSMF and the town of Vail, Colorado • Attend national conferences to promote both VSMF and Summer Vail • Create an incentive program for visitors to visit local merchants and restaurants through creative campaigns such as receptions with musicians in art galleries, a “passport stamp” program when visitors buy at local shops (earning them special VSMF bonuses) and special restaurant events • Partner with Vail businesses to create a series of packages as outlined in our introduction letter included in the response for a request for event funding EDITORIAL CALENDAR: • Dependent upon the CSE’s financial contribution, the VSMF will move forward with placements previously discussed by agency of record, Key Link PR, at national media conferences already attended this spring and fall and the upcoming conferences throughout the year via top-tier and nomination only memberships in groups such as the Society of American Travel Writers REQUIRED ATTACHMENTS: 1.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. We plan on making it easier for guests to book not only through promotion on our website and through providing consistent and concise copy to be posted on the Vail Summer website, but with all of our business owners’ websites, creating multiple touch-points and cross promotion. We will engage in a comprehensive social media and direct mail campaign to direct attendees to book lodging. Additionally, we will use ad buys and marketing collateral to aid with lodging. We will track our number of nights with our hotel partners. 2.PREVIOUS YEAR’S EVENT EVALUATION, INCLUDING INCOME AND EXPENSE STATEMENT (IF EXISTING EVENT). Prior year’s breakdown can be provided (no event held in 2013) - CONTINUED - WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 12 VAIL COMMISSION ON SPECIAL EVENTS // 2014 EVENT FUNDING APPLICATION // Submitted 10•18•13 REQUIRED ATTACHMENTS: (CONTINUED) 3.PAST OR PROJECTED DEMOGRAPHICS OF EVENT ATTENDEES AND ESTIMATED SPENDING. TOTAL NUMBER OF SPECTATORS/ATTENDEES ANTICIPATED: • % Local: 15% • % In-state (non-local): 50% • % out of state: 35% KEY MARKETS FOR ATTENDEE OUTREACH: Colorado, Texas, Illinois, Northeast and the Midwest. AVERAGE AGE: 42% between 35-44 ESTIMATED REVENUE: $350,000 In 2012, overnight visitors for VSMF spent, $115,712 in lodging, $62,255 in dining, $46,794 in retail and $19,888 in activities (source: Intercept Insight, LLC) (Detailed intercept studies are available upon your request) 4.ORGANIZATION ROSTERS NAMING: ALL OFFICERS AND RESPECTIVE POSITIONS BOARD OF DIRECTORS AND POSITIONS Rhonda Jackson Sams, Executive Producer As principal of Legacy Entertainment, Inc, Rhonda Jackson Sams brings over 20 years experience in sales, distribution and event production. As an event producer of Vail Soul Music Fest, Jackson Sams curates soul and alternative music to a thirsty audience of music enthusiasts. ADDITIONAL STAFF: Ray Sams, Creative Director/Co-Producer Karen Bigger, Marketing/Event Logistics Satya Cyprian, Marketing/Event Logistics Colleen Banks, Hospitality Shontell Perkins, Operations Freddie Baez, Events Jennifer Jackson, Production LaTrisa Jackson, Production Deborah Bryd, Talent Coordinator COLLABORATIVE PARTNERS: Organic Fusion, Social Media Firm Kirsten Texler, Key Link Public Relations Allen Smith, Running Waters Group 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. WWW.VAILSOULMUSICFEST.COM ©2014 Legacy Entertainment Inc. All rights reserved. Vail Soul Music Fest is a trademark of Legacy Entertainment Inc. VAILSOULMUSICFEST‘14 1 Town of Vail Commission on Special Events & The Vail Local Marketing District, Thank you for the opportunity to present The 2014 Vail Soul Music Festival. As a follow up, here are additional highlights: ARTISTS: Upon confirmation, we will host an official press conference to announce our artist line-up in February 2014. We have received suggestions from the Town of Vail for Robert Randolph, Michael Franti, Ziggy Marley and others and are taking these suggesting into consideration. ATTENDANCE: In 2012, the Vail Soul Music Fest attracted 1874 festival attendees for both nights. -- In 2011, we attracted 1626 guests. -- In 2010, we attracted 1717 guests. -- OUR GOAL FOR 2014 IS 3000 GUESTS We believe that by offering more complete packages (one stop shopping) and a STELLAR line-up we will exceed this goal. WE HAVE ADDED A LOCAL PRODUCTION COORDINATOR to our team Diane Moudy with Resort Entertainment/ Resort Events if we are awarded. REASON FOR INCREASE IN COST: We have learned how critical it is to invest in marketing, advertising, PR and operations. The CSE grant will allow us to target key markets including the Front Range, Chicago, New York, Houston and Dallas. In summary, we have learned the importance of open communication and strategic partnerships to showcase the Vail brand and its commitment to art and culture. We look forward to a mutually rewarding partnership with the Town of Vail. Thank you for this opportunity. Sincerely, Rhonda Jackson Sams Executive Producer November 7, 2013 Town of Vail Commission on Special Events 75 South Frontage Road West Vail, Colorado 81657 vailgov.com Total Attendance Gross Revenue Generation VAIL SOUL MUSIC FESTIVAL Estimated Attendance & Revenue Generation