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Home My WebLink About2014_12_00 SnowDaze RFP 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 EVENT FUNDING APPLICATION NAME OF EVENT: VAIL SNOW DAZE PROPOSED DATE(S): December Dates TBD, 2014 AMOUNT OF CASH FUNDING REQUESTED: $100,000- 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) Telephone: 970/476-6797 xt.703 Cell: 970/393-2128 Fax: 970/476-6797 o E-Mail Address: jeff@gohighline.com o Website address: www.vail.com/snowdaze 5) Number of years your organization has been in business __16____ 6) 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! 7) 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: TBD • Tax payer ID#: 84-1331831 EVENT DESCRIPTION: 1) Brief Description of Event: Vail Snow Daze - Vail’s season opening bash which is the Vail Valley’s kick off to the winter snowriding season. A full-blown week of on and off-snow events, concerts, street parties and special events. 2) Describe where the event will 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? __X__Yes ____No If yes, please explain: Portions of the event will take place on Vail Mountain 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 beer gardens on the concert nights as well as TOV police support for crowd control at these same concerts. 5) Is this a: New event __ Existing event X Number of years in existence: 8 Location(s) of event in previous years: Same as proposed for 2013 6) People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: 200 • Number of volunteers needed 25 Number of event staff 75 • # of spectators/event attendees anticipated: 75,000 during the event period o Local 20% o In-state (non-local) 20% o Out of State 60% 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 Vail Snow Daze. The numbers below are estimates for the 2014 event. Incremental Room Nights Estimated attendance: 75,000 Those who came just for the event: 60% Those staying in Town of Vail lodging: 70% Average nights stay in Vail: 2 Total Incremental Room Nights: 31,500 (double occupancy) Incremental Spending Estimated attendance per day: 15,000 Average amount spent: $150 Event Days: 5 Subtotal incremental Spending: $11,250,000 Average lodging price per person per night: $150 Incremental room nights: 63,000/31,500 double occupancy Subtotal spent on lodging: $9,450,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 2,500 Average amount spent per day: $125 Subtotal spent on non-event days: $312,500 Total Estimated Spending: $21,012,500 8) What return on investment should the Town of Vail expect? 2014 Town of Vail Return on Investment Town of Vail Investment $100,000 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: 400% Est. Incremental Room Nights Generated (double occupancy) 31,500 Incremental Spending Generated $21,012,500 Tax Receipts (Sales - 4%, Lodging – 5.4%)* $972,800 *does not reflect Lift Ticket tax revenues or parking receipts Return on Investment through Incremental Spending in the Town of Vail: 8.7-to-1 BUDGET: 1) Detailed event budget, including all anticipated revenues and expenses. 2014 Vail Snow Daze Projected Budget 2014 Vail Snow Daze Sponsorships (Less Commissions) $600,000 CSE Event Funding 100,000 Entry Fees 0 Ticket Sales 2,500 F&B Sales 60,000 Merchandise Sales 250 $762,750 Event Operations $35,000 Payroll Expenses 22,000 Contract Labor 5,000 Entertainment/Bands 450,000 Event Promotions 2,100 Event Advertising/Marketing (Vail Mtn Spend) - Event Merchandise/Sponsor Gifting 15,000 Event Supplies 10,000 F&B Expenses 40,000 Equipment Rental 40,000 Portable Toilets/Trash Removal 7,500 Prize Money/Appearance Fees - Public Relations 10,000 Venue Rental/Site Fees - Wardrobe/Uniforms - Event Insurance 5,500 Equipment Repairs - Bank/Credit Card Charges - Auto Expense - Pre-press/Design - Licenses and Permits 2,200 Printing and Reproduction 4,000 Office/Computer Supplies 200 Office Expenses 150 Postage & Delivery 1,000 Web Site/E-Mail 100 Event/Sales Travel 1,500 Meals/Entertainment 1,500 Event Lodging/Hospitality 25,000 Sponsor Ground Transfers 5000 Sponsor Management 20,000 Event Management 35,000 Agency Fee 25,000 TOTAL EXPENSES $762,750 NET INCOME (LOSS) -0 2) 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 Vail Snow Daze. 3) Should the CSE decide not to support this event, will it still occur? No 4) What percentage of the total event budget is CSE being asked to fund? 13% 5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 80% 6) What percentage of the total event budget do you expect the event itself to generate? 8% 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 to the TOV and Vail Resorts. 8) Do you anticipate requesting funding from the CSE next year? Yes X No _____ If yes, in what amount? $100,000 Sponsorships/Media Exposure: Highline always has and always will continue to sell sponsorships events to help cover the numerous operating and marketing expenses to make Vail Snow Daze a major success. ADDITIONAL ATTACHMENTS: 1) References: Highline has produced events in Vail for sixteen years and is a 2012 and 2013 “It List” recipient. A top 100 Event Agency. 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 print ads, billboards, website, posters, handbills, social media and more. 3) Marketing plan and detailed explanation of potential for sponsorships and media exposure. • 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 $250,000 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 Snow Daze event. The campaign is expected to generate over $250,000 in equivalent media value. • Vail Snow Daze will embrace new media with Facebook, Instagram and Twitter. • Direct broadcast emails will be sent to lists, including those owned by Vail Resorts and Highline, targeting our audience. • Numerous collateral and competitor materials will be disseminated throughout the region, including rack cards 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). Please note: 2013 Event has yet to take place. The 2012 event was a major success. The weeklong festival returned Dec. 5-11, 2012 and celebrated the early snowriding season in Vail with a jam-packed schedule of participatory contests, parties, giveaways, on-mountain action and four jam-packed headliner concerts. A few of the many highlights are as follows… • Marketing and PR campaigns were very successful – major coverage generated millions of impressions and well over $400,000.00 in value. • Media included television, radio, print, social media and more. • The 2012 saw continued success driving traffic to Vail as a destination resort. The weeklong festival returned Dec. 10-16, 2012 and helped to attract Vail visitors despite abysmal snow conditions with a jam-packed schedule of participatory contests, parties, giveaways, on-mountain action and four amazing headliner concerts. Vail kicked off the 50th winter season in style with the biggest Vail Snow Daze ever. • From awesome live concerts with Wilco, Michael Franti & Spearhead and The Shins to the 50th birthday bash and exclusive movie premiere, Snow Daze was a week in Vail not to be missed. • Additional event elements included the Sponsor Expo Village, apres and after dark parties and more. Performing artists for Snow Daze 2012 included Wilco with opener Nathaniel Rateliff, Michael Franti & Spearhead with opener Nic Cowan & The Remedy and The Shins with special guest Divine Fits. • Additional entertainment included DJ Carve and DJ P Rock. • 2012 Vail Snow Daze was ramped up in celebration of Vail’s 50th Birthday with three nights of A-list headliner acts taking place out at Ford Park. • The lineup of fun for Vail Snow Daze was rounded out by a number of other events happening both on the mountain and in town, including events to commemorate Vail’s 50th birthday. • Strong sponsorship including Bud Light, Sprint, Pepsi, Helly Hansen, GoPro, Red Bull and more. • Vail Snow Daze was a strong platform, both through media as well as through added energy in town to also highlight and celebrate Vail’s 50th Birthday celebration and creating a memorable week for sponsors as well as honored pioneers and Vail guests. • On-mountain events included the Demo Daze which took place Friday, December 14 – Sunday, December 16 with seven brands represented. • New additions to the schedule included a variety of strongly attended, well planned and extremely well received event elements in celebration of Vail’s 50th Birthday. • These events included three showings of VAIL’S 50th Anniversary Film premiere which is a very special film, created to commemorate 50 years of rich history in Vail. Vail’s 50thAnniversary Celebration was officially celebrated with a birthday party featuring appearances from Vail dignitaries and original founders, a fireworks show and more 2013 Final Event Budget not available – (2013 Event yet to take place 6) Past or projected demographics of event attendees and spending. 2014 Projected Demographics Vail Snow Daze 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 Highline Roster Principals/Board of Directors: • Jeff Brausch, President/CEO • James Deighan, Partner Employees: • Peggy Wolfe, Director of Events • John McGuire, Executive Producer • Katie Tille, Executive Producer • Jeff Seme, Senior Event Manager • Missy Johnson, Account Manager • Chris Dolan, Director of Client Services • Jim Nagy, Account Manager • Kelli Brausch, Controller/CPA • Dave Cronin, Assistant Event Manager • Ryan McNamara, Production Assistant