HomeMy WebLinkAbout2014_09_26 Vail-BC Restaurant Week RFP
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
Vail Commission on Special Events
Event Funding Application
I.) Name of Event:
a. Vail Beaver Creek Restaurant Week
II.) Proposed Dates:
a. Friday, September 26th - Sunday, Oct. 5th 2014
III.) Amount of Cash Funding Requested:
a. $14,000
IV.) Producing Entity:
a. President or Executive Director’s Name: Brian Nolan, Group970 Restaurants
b. Name and Title of Person Completing the Application: Brian Nolan, Owner Group970 Restaurants
c. Business Address: 63 Avondale Lane, Suite C-1, Beaver Creek, CO. 81620 (physical).
PO BOX 5549, Avon, CO. 81620 (mailing)
d. Telephone: 970-845-0545 (office) 970-904-8666 (cell) 970-845-8444 (fax)
e. Email: brian@group970.com
f. Event and/or organization website: www.diningataltitude.com
g. Number of years your organization has been in business: Twenty four.
h. Mission Statement: Food, Drink, Adventure – that’s fitting isn’t it!
i. Organization's tax status: For profit, though producing this event would not create profit for our
company.
j. Does the event benefit a charity? Yes, on Thursday, October 3rd 2014 10% of all restaurant sales will be
donated to the Vail Valley Foundation due to their commitment to leadership in athletic, cultural,
educational and community-based endeavors throughout the Vail Valley.
V.) Producing Event Description:
a. Brief description: A ten day long event with special offerings from the entire willing restaurant
community of both Beaver Creek and Vail. The offerings will be centered on the year we are in so this
year will be $20.14. Each operator will choose their own deals to be offered up during any meal
segment(s) they choose. Some examples from this past years event:
i. All dinner entrees $20.13
ii. Two Burgers and two beers $20.13
iii. A 1.5 lb. lobsters with corn and potatoes $20.13
iv. Any three tapas $20.13
v. Two breakfast burritos and two large lattes $20.13
The possibilities are endless. We would of course encourage the items to show real value.
b. Where will the event be located within the Town of Vail? At all willing restaurants and lodges.
c. Will any portion of the event take place outside of the Town of Vail? All efforts will be formally paired
with the Beaver Creek Resort. So yes, the event will be in both Vail and Beaver Creek Villages, past that
there is no way to stop any other geographical areas such as Avon or Edwards in joining in on their own
– but we do not see that as a negative. If areas outside of the Town of Vail or Beaver Creek Village do
attempt to participate their information and specials will not be included in any official website or
advertising efforts.
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
d. Will additional in-kind services be required from the Town of Vail? No.
e. Is this a new or existing event? Existing, this will be the second consecutive year.
f. Number of participants anticipated: As we do not have a firm count on wrap-up yet from our 2013
event this number is unknown. We have asked all participating locations from 2013 to submit a daily
count by meal segment for the days of this year’s event with a comparison in counts and dollars from
last year. This information will be combined so all information can be shared while being sensitive to the
individual restaurants. These reports and numbers will be gathered and should be ready for review
November 2013. As for local restaurant and lodging participants we had a total of 48 participating
restaurants with 34 in Vail and 14 in Beaver Creek. We also had a total of 16 lodges participate with 11
in Vail and 5 in Beaver Creek.
g. Number of volunteers needed: Approximately 2-5 to help with distribution of materials and event
messaging.
h. Number of event staff: 1-2 event staff.
i. Total Number of spectators/attendees anticipated and estimate:
i. Local 50%
ii. In-state (non-local) 50%
iii. Out of state 0%
j. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room
nights and increased spending generated: We will be working with all willing lodges to offer a package
during this time, at least on a limited basis. The lodging community we worked with this first year are
behind the project and believe in the second year there will be many more lodging participants. We are
again compiling information on guest who came for the 2013 event for more accurate reporting. In the
first year the incremental nights was limited but we would expect and hope to drive more as the event
gains momentum this year and beyond.
k. What return on investment should the Town of Vail expect? The first would be thru incremental tax
collection on lodging and restaurant sales, which of course we would hope to see grow yearly. Past that
the messaging about the culinary experience and dining out in Vail will be accented during this week and
would hopefully help spread a bigger message about the diverse and exquisite dining options in the
Valley for locals and visitors alike. Overall the Town we hope would see increased sales and lodging
revenue, the engagement of the local restaurant community, a new, unique experience for guests and it
will hopefully entice visitors to return and bring others with them year after year.
VI.) Budget:
a. Please attach a complete and detailed event budget, including anticipated revenues and expenses.
i. Our preliminary 2014 budget is attached. Similar to last year we will also tap in to as many of
the local industry professionals as much as possible prior to finalization of planning in an effort
to create the most impactful event possible. Total anticipated budget for this project during
year two will be approximately $28,000 total. BCRC will match all funds from CSE making our
CSE request $14,000 at this time.
b. What % of the total event budget is the CSE being asked to fund?
i. 50% of $28,000 total budget.
c. Describe briefly how you will use the funds that you are requesting from the CSE.
i. Marketing:
1. Newspaper – Vail Daily, Aspen Times, Summit Daily, Vail Weekly and Sneak Peak.
2. Television – TV8 commercials and TV8 Culinary Demonstrations
3. Radio – KZYR, KSKE, KYSL advertisements
4. Social Media – Facebook, Twitter and Instagram management
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
5. Digital – local eblast, Westword eblast, Facebook and 5280 digital banners.
ii. Creative and print production of collateral pieces and signage:
1. Postcards, posters, logo’d coasters, logo’d napkins, etc. to be used in the following
manner: on location at restaurants, lodges, retail shops and info centers;
2. Postcard mailers distribution by local organization and supporting partners to their
volunteers, members and donors (e.g. VVF). Our full marketing plan will be announced
in the spring prior to the end of April then will be pushed online and in the Valley June-
October.
iii. Staff and administrative tasks:
1. Distribution of collateral as described above
2. Logo development, website integration, registration, etc. this process will start at the
beginning of April.
3. Event coordination (recruitment of restaurants, collection of information, contact point
for both participants and potential attendees). Collection of offers from individual
restaurants will be essential to the coordination. This collection process will take place
in April and May.
4. Data collection and compilation. Data collection will be related to visiting guests for the
event to utilize as a marketing tool for future years.
d. Should the CSE decide not to support this event, will it still occur?
i. Because of the support of both the Vail and Beaver Creek restaurant communities, I believe a
week of Valley wide restaurant specials throughout the Vail Valley could definitely be
coordinated and produced without the support of the CSE and VLMD. However, it is a
momentous occasion to be bringing the Valley together to perpetuate the message of the Vail
Valley as a culinary destination and it would be a shame to see it not reach its full potential due
to lack of support from the main event marketing entities of both communities. So, it could
occur, yes, but reach of messaging and marketing ability would be greatly compromised, which
would be incredibly unfortunate given the traction of the first year event in the local,
surrounding mountain and front-range communities. We have built considerable momentum at
this point and are requesting funding for another year in an effort to build off of that traction.
With continued success we anticipate being able to bring on industry and local sponsors in the
future to offset the continued marketing cost of the event.
e. What is the $ amount of sponsorships from alternative sources reflected in the event budget?
The Beaver Creek Resort Company will match the CSE’s contribution to this event. Beyond their
financial contribution, the majority of other contributions anticipated in the upcoming year would come
from in-kind support from the following:
1. Merchant Association support
2. Community organization support from groups such as Vail Resorts, VLMD, VVF , VVP,
etc.
3. Restaurant community
As the event continues to grow we anticipate great potential for the recruitment of sponsors from
within the restaurant industry, as well as local community organizations.
f. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales,
merchandise, food and alcohol sales, etc.)
i. The event will generate sales tax revenue through increased restaurant sales and lodging
occupancy, in addition to possible increased retail sales due to greater foot traffic in the Village
throughout the event time period.
ii. The event has potential to create an indirect financial impact by further emphasizing the Vail
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
culinary message as well as emphasizing Vail as a fall destination.
g. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years beyond
2014?
i. The event absolutely hopes to continue to be a regular annual happening for many years to
come.
h. 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?
We have decreased the amount requested and though we anticipate requesting funds again in
year three, each year we intend to build the event in a manner that allows us to request less and
less, hopefully eliminating the need for support all together by year four or five. In the third year
(next year) we plan to request half of the amount requested in the first year. Beyond the third
year our goal is that hopefully we will not request any funding from the CSE or BCRC. Though
continued support and efforts on both the VLMD and BCRC for marketing would be solicited every
year. There was no solicitation of sponsorships for year one but this year or next year we hope to
secure a small but exciting group to underwrite some additional costs.
VII.) Additional Required Attachments:
a. 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:
i. The Vail Valley Partnership will solicit lodging participation and be the main contact for lodging
related questions. Each hotel will have a booking code which will reflect that the room was
booked under restaurant week pretenses. Ultimately we will leave it to the lodges on their
preference for tracking but ask that they report numbers with accurate data on direct business.
b. Marketing plan and detailed explanation of potential for sponsorships and media exposure:
i. This is a grassroots effort project, led by Group970, soliciting the help from BCRC, TOV, VVP and
VVF. As the 2014 plan is not yet solidified we’ve provided our 2013 plan which includes print
ads, digital ads, radio, TV and eblasts. In year one we felt we did an exceptional job with media
push and exposure however also will work on improvements for next year. The full 2014
marketing plan will be finalized by the end of April with most of the push taking place July-
September as shown in the 2013 plan. Additionally, the website will stay live throughout the
year with information on the past event, links to the restaurants and community pages and
basic information on the 2014 event. Further, Vail and Beaver Creek restaurants will be
encouraged to continue to market the event to their existing client base, both winter and
summer.
c. Previous year's event evaluation, including income and expenses:
i. We will have this prepared after sales collection in November 2013 and are happy to provide at
that time.
d. Past or projected demographics of event attendees and spending:
i. We will aim for the local community in addition to Denver, front range and surrounding
mountain communities such as Aspen, Vail, Frisco, Glenwood Springs, etc. Although many
guests will opt for the $20.14 special spending would also include their additional items and
money spent while enjoying at $20.14 special. The fall season is the target so we’d like to have
as much spending during a time we are normally slow and empty so the goal is mainly to get
people in the village dining out whether that be for a burger and a beer or a five course plated
dinner.
GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE.
Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse
63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620
group970.com
e. Organization rosters naming:
i. All officers, respective positions & board of directors: GROUP970 will be the producing entity
with principle staff to be determined. Beyond GROUP970 and other staff to be named at a later
date we will again be looking to our community partners for assistance and support.
Vail Beaver Creek Restaurant Week Proposed Budget
ActualProposedVariance
FY2013 FY2014FY14 v. FY13
Event Income
COMMUNITY SUPPORT
CSE 19,738.0614,000.00 (5,738.06)
BCRC/BC Marketing 19,738.0614,000.00 (5,738.06)
TOTAL INCOME 39,476.1228,000.00(11,476.12)
Event Costs
DIRECT COSTS
Brand and Print Creative Development
Logo (Development)750.00 200.00 (550.00)
Post Cards (Development)200.00 200.00 0.00
Posters (Development)250.00 200.00 (50.00)
Ads (Development)200.00 200.00 0.00
Digital (Development)150.00 150.00 0.00
Creative Project Management 200.00 200.00 0.00
Total:1,750.00 1,150.00 (600.00)
Collateral Production
Post Cards 607.82 600.00 (7.82)
Posters 360.78 300.00 (60.78)
Coasters 500.00 500.00
Total:968.60 1,400.00 431.40
Website
Design 10,730.00 4,500.00 (6,230.00)
Upkeep 800.00 400.00 (400.00)
Hosting 200.00 200.00 0.00
Domain Registrations/Redirects 243.05 50.00 (193.05)
Total:11,973.05 5,150.00 (6,823.05)
Media Buys
Digital - 5280, Westword, Facebook 2,500.00 2,500.00 0.00
Paper - Local and Surrounding Mountain11,418.47 9,950.00 (1,468.47)
TV8 900.00 450.00 (450.00)
Radio - Front Range (:10 & :15)5,032.00 2,500.00 (2,532.00)
Radio - Local (KZYR,KSKE,KYSL)1,012.80 1,000.00 (12.80)
Total:20,863.2716,400.00 (4,463.27)
Event Management & Admin Cost
Social Media Management 1,000.00 1,000.00 0.00
Event Coordination/Management 2,500.00 2,500.00 0.00
Administrative Costs (Supplies, Postage, etc)421.20 400.00 (21.20)
Total:3,921.20 3,900.00 (21.20)
TOTAL DIRECT COSTS 39,476.1228,000.00(11,476.12)
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