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HomeMy WebLinkAbout2014_08_29 Gourmet on Gore RFP Vail Commission on Special Events 2014 Event Funding Application Labor Day Weekend - Vail Village August 29 – September 1, 2014 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 EVENT FUNDING APPLICATION NAME OF EVENT: Gourmet on Gore PROPOSED DATE(S): August 29– September 1, 2014 (includes Monday, Labor Day) AMOUNT OF CASH FUNDING REQUESTED: $75,000- PRODUCING ENTITY: Highline 1) President/executive director's name: Jeff Brausch 2) Name/title of person completing application: Jeff Brausch 3) Business Address: 12 Vail Rd., Suite 500, Vail, CO 81657 4) Contact Info: Telephone: 970/476-6797 xt.703 Cell: 970/393-2128 Fax: 970/476-6797 E-Mail Address: jeff@gohighline.com 5) Website address: www.gourmetongore.com | www.gohighline.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: For Profit__X_ Non-Profit*____ Not-for-Profit*____ Non-Profit (501 C-3), or Not for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate with this application. • Does the event benefit a charity? Yes_X__ No___ • If yes, please name the beneficiary: Habitat for Humanity • Tax payer ID#: 84-1331831 EVENT DESCRIPTION: 1) Brief description of the event and its activities: A Labor Day Weekend festival of wine, spirits, food and jazz in the Vail streets. Featuring the Gourmet on Gore Tasting Tour, Open-air Tasting, Brunch on Bridge Street on Labor Day 2) Describe where the event will be located within the Town of Vail: Vail Village 3) Will any portion of the event take place outside of the Town of Vail? No • If yes, please explain: 4) Will additional in-kind services be required from the Town of Vail? Yes X No ____ If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking, traffic control, street closures, etc.: We will require barricades to control the perimeter of the liquor boundary as well as TOV police support for event crowd control 5) Is this new or existing event? Existing; It has been in existence for seven years; with the same location used for the event in previous years as is proposed in 2014 6) People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: 50+ exhibitors/winemakers/restaurants • Number of volunteers needed 20 • Number of event staff 30 • # of spectators/attendees anticipated 40,000 o Local 17% o In-state (non-local) 48% o Out of State 35% 7) Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. Estimated Incremental Room Nights and Revenue Generated by the 2014 Gourmet on Gore 2014 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 40,000 Those who came just for the event: 70% Those staying in Town of Vail lodging: 75% Average nights stay in Vail: 2 Total Incremental Room Nights: 21,000 (2ppl/rm) Incremental Spending Estimated attendance per day: 10,000 Average amount spent: $200 Event Days: 4 Total Incremental Spending: $8,000,000 Average lodging price per person per night: $100 Incremental room nights: 21,000 Subtotal spent on lodging: $4,200,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 2,500 Average amount spent per day: $200 Subtotal spent on non-event days: $500,000 Total Estimated Incremental Spending: $12,700,000 8) What return on investment should the Town of Vail expect? 2014 Town of Vail Estimated Return on Investment Town of Vail Investment $75,000 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. $250,000 Return on Investment through Media, PR and Event Related Impressions alone: 2.3-to-1 Est. Incremental Room Nights Generated 21,000 Incremental Spending Generated $12,700,000 Tax Receipts (Sales - 4%, Lodging-5.4%) $566,800 Return on Investment through Incremental Spending in the Town of Vail: 6.6-to-1 BUDGET: 1) Detailed event budget, including all anticipated revenues and expenses. Gourmet on Gore 2014 Pro Forma Revenues: CSE Contribution $75,000 Sponsorship/ expo fees 65,000 Wine, Spirits, Wine Glasses, Water (Net) 15,000 Total Revenues 155,000 Expenses: Event Site: Liquor - TOV Permits 1,200 1,200 Event Equipment & Rental Expenses: Signage, Decorations, Supplies, Uniforms, etc. 10,000 Rental Items (dumpsters, tables, chairs, tents, porta potties, etc.) 15,000 Bands, Stages, Sound 15,500 40,500 Manpower & Related Expenses: Labor/Announcers 20,500 Town of Vail Police, Security 8,500 29,000 Public Relations/Marketing/Advertising: Public Relations 7,000 Advertising/Marketing 30,000 37,000 Administrative: Sales Commissions 10,000 Proposals/Insurance/Supplies/Phone/Postage 7,500 Management Fee 25,000 42,500 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 7,500 7,500 Total Expenses: 157,700 Net Income (Loss): ($2,700-) 2) What percentage of the total event budget is CSE being asked to fund? 48% 3) Please 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 Gourmet on Gore. 4) Should the CSE decide not to support this event, will it still occur? No. 5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 65,000 6) What percentage of the total event budget do you expect the event itself to generate? 10% 7) If possible, would you intend to host the event in Vail beyond 2014? Yes X No ____ If yes, for how many years beyond 2014? As many as years as it makes sense financially and strategically for Highline and the TOV. 8) Do you anticipate requesting funding from the CSE next year? Yes X No _____ If yes, in what amount? $75,000 ADDITIONAL ATTACHMENTS: 1) References – Highline has successfully been producing events in Vail for sixteen years. 2) What mechanism are you using to direct non-local attendees to Vail lodging options? 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 as well as inclusions in social media. 3) Marketing plan and detailed explanation of potential for sponsorships and media exposure. A targeted media campaign will be run for the event featuring print, radio and online. The campaign will focus on media outlets in the front-range and Vail Valley. An estimated $150,000.00 in media value will delivered by this integrated campaign. • A regional PR campaign will key on the high-end, open to the public nature of the Festival. The campaign is expected to generate over $100,000 in equivalent media exposure. • Gourmet on Gore will feature a stand-alone web site offering schedules, news, event pics and more. www.gourmetongore.com • Tweets, Facebook messages, and direct broadcast emails will be sent to the Gourmet on Gore target audience. • Numerous collateral materials will be posted and disseminated throughout the Colorado target region including 4-color postcards and posters. 4) PR/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 5) Previous year's event evaluation, including income and expense statement (if existing event). EVENT OVERVIEW - The eighth annual Gourmet on Gore, an open-air culinary wine and spirits tasting event, was once again a huge success and experienced a number of enhancements this year. This popular event paired world-class wines, beers and spirits with the best food from throughout the Vail Valley and was located in the heart of Vail Village between Gore Creek Drive and Bridge Street during the busy Labor Day Weekend, August 30 – September 2, 2013. For the main tasting event in town, Vail Valley restaurants offered specialty dishes, in taste-size portions, which could be paired with the wide assortment of wine, beer and spirits being poured. There were 35 wine varietals, three beers and nine spirit brands. Additionally, 30+ restaurant and sponsor tents. Again this year, Brunch on Bridge Street brought a fun crowd and energy to Vail Village on Labor Day, September 2. The number of wine, beer and spirit stations was decreased slightly on Monday and there were a dozen restaurant and sponsor booths to create a busy and vibrant event along Bridge Street and Gore Creek Drive. • Marketing and PR campaigns were very successful in assisting with the most trafficked Gourmet on Gore in the history of the event, bringing the right people to the weekend long initiative. • Media placements included radio, print and new media. • Strong sponsorship – Toyota, Town of Vail, Stella Artois, Acqua Panna, S. Pellegrino, Slifer Smith & Frampton Real Estate, Chambord, Jack Daniel’s Tennesse Honey, Triumph Mountain Properties, Bighorn Toyota, Newton Red Label, CAO Cigars, Loki Gear, DRY Soda, First Bank, Perch, CineBistro, Icebreaker, Vail Daily and KZYR the Zephyr. • Estimated attendance/visitors in Vail during the weekend of Gourmet on Gore was 50,000 • New poster art was created for 2013 by Carrie Fell which was used in conjunction with the event poster. We received a great deal of positive feedback surrounding the complimentary poster and poster signings. • The green initiatives play a key role in this unique culinary event and Highline is proud of the recycling efforts at this event with such high attendance and participation from multiple restaurant vendors. • The venue was clean and classy, with all white tents and a matching Gourmet on Gore color palette for linens, etc. • Gourmet on Gore not only offers a unique culinary/tasting experience at affordable prices, but also a fun resort experience, sense of community and increased quality of experience for guests and residents during a holiday weekend. • The continuation of Brunch on Bridge Street on Monday gave guests a reason to prolong their stay in Vail. • The Brunch on Bridge Street venue was smaller than the Saturday/Sunday event but was still very lively. • In some cases, restaurants still need to prepare more food to last the duration of the Saturday through Monday event. • The Tasting Tour will be planned much more in advance to allow more time to ensure that each location has unique offerings with time to pull in additional partnerships and elevate the quality much like it was in 2012. 6) Past or projected demographics of event attendees and spending. 2014 Projected Demographics Gourmet on Gore is expected to attract the much sought after high-end, high- consuming Vail audience. The event is created to capture a wide range of customers to include young singles (21+) as well as couples and families. We anticipate the average age will be 40 with HHI of $150,000++ 7) Organization rosters naming: • All officers and respective positions • Board of Directors and positions 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 Dave Cronin, Event Assistant Kelli Brausch, Controller/CPA