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Home My WebLink About2014_12_16 Holidaze RFP Vail Commission on Special Events 2014 Event Funding Application December 2014 Applied for by: 2012 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 HOLIDAZE PROPOSED DATE(S): December 16-22, 2014 and December 31, 2014 AMOUNT OF CASH FUNDING REQUESTED: $90,000 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.103 Cell: 970/393-2128 Fax: 970/476-6890 o E-Mail Address: jeff@gohighline.com o Website address: www.gohighline.com; ww.vail.com/holidaze 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__ • TBD • Tax payer ID#: 84-1331831 EVENT DESCRIPTION: 1) Brief Description of Event: Vail Holidaze – A holiday event featuring family- focused entertainment including skating shows, Tree Lighting, Torchlight Ski Down and Fireworks. 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 events as well as TOV police support for crowd control at these same events. 5) Is this a: New event ___ Existing event X Number of years in existence: 4 Location(s) of event in previous years: Same as proposed in 2013 6) People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: 300 • Number of volunteers needed 15 Number of event staff 25 • # of spectators/event attendees anticipated: 20,000+ over the duration of the event 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 the 2014 Vail Holidaze 2014 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 20,000 Those who came just for the event: 50% Those staying in Town of Vail lodging: 70% Average nights stay in Vail: 3 Total Incremental Room Nights: 10,500 (2ppl/room) Incremental Spending Estimated attendance per day: 5,000 Average amount spent: $200 Event Days: 4 Total Incremental Spending: $4,000,000 Average lodging price per night: $250 Incremental room nights: 10,500 Subtotal spent on lodging: $7,875,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 5,000 Average amount spent per day: $200 Subtotal spent on non-event days: $1,000,000 Total Estimated Incremental Spending: $7,625,000 8) What return on investment should the Town of Vail expect? 2014 Town of Vail Return on Investment Town of Vail Investment $90,000 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. $200,000 Return on Investment through Media, PR and Event Related Impressions alone: 1.2-to-1 Est. Incremental Room Nights Generated 10,500 Incremental Spending Generated $7,625,000 Tax Receipts (Sales - 4%, Lodging – 5.4%) $341,750 Return on Investment through Incremental Spending in the Town of Vail: 2.8-to-1 BUDGET: 1) Detailed event budget, including all anticipated revenues and expenses. Estimated 2014 Holidaze REVENUES: 420 Sponsorships $10,000 420.5 CSE Event Funding 90,000 TOTAL REVENUES $100,000 EXPENSES: 510 Event Operations $17,500 517 Entertainment/Skaters 30,000 519 Event Promotions - 519.5 Event Advertising/Marketing 2,500 520 Event Merchandise/Sponsor Gifting - 525 Event Supplies 2,500 526 F&B Expenses 2,000 526.5 Charitable Donation - 527 Equipment Rental 10,000 529 Event Photography 500 530 Portable Toilets/Trash Removal - 533 Prize Money/Appearance Fees - 535 Public Relations 1,000 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 5,000 555 Equipment Repairs 500 617 Bank/Credit Card Charges - 620 Auto Expense 100 626 Pre-press/Design 500 627 Licenses and Permits 1,500 628 Printing and Reproduction 500 630 Office/Computer Supplies 200 631 Office Expenses 200 636 Postage/Shipping 250 638 Web Site/E-Mail/On-line Ticketing 100 640 Event/Sales Travel - 641 Meals/Entertainment 300 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 5,000 646 Sponsor Ground Transfers - 669 Contract Labor 1,500 670 Payroll Expenses 9,000 672 Event Management/Project Flat Fee 10,000 TOTAL EXPENSES $100,650 NET PROFIT (LOSS) $(650) 2) Please describe briefly how you will use the funds that you are requesting from the CSE: To mitigate the operational expenses associated with the successful production of Vail Holidaze. 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? 90% 5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 10% 6) What percentage of the total event budget do you expect the event itself to generate? 0% 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 and to the Town of Vail. 8) Do you anticipate requesting funding from the CSE next year? Yes X No _____ If yes, in what amount? 90% of the total event budget. Sponsorships/Media Exposure - Highline always has and always will sell sponsorships on the event to help cover the numerous operating and marketing expenses to make Vail Holidaze a success. ADDITIONAL ATTACHMENTS: 1) References: Highline has been producing events in Vail for numerous 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 national magazines, such as Skiing, Peaks, and newspaper print ads, website, posters, handbills, social media and more. 3) Marketing plan and detailed explanation of potential for sponsorships and media exposure. • An traditional media campaign will be run for the event featuring print (newspaper) and radio. The campaign will focus on regional and local media outlets. Over $100,000 in media value is expected to be delivered by this integrated campaign. • PR outreach will be executed for the 2014 Vail Holidaze event. The campaign is expected to generate over $100,000 in equivalent media value. • Vail Holidaze will push the new media envelope with Facebook and Twitter. Dedicated event websites will support the event. • Direct broadcast emails will be sent to lists, Highline, targeting the Holidaze audience. • Numerous collateral materials will be disseminated throughout the region, including rack cards and posters. 4) PR/Marketing Contacts: PR CONTACT: Missy Johnson, Highline, 970-476-6797 x712 [o] , 970-376-1876 [c], mjohnson@gohighline.com MARKETING mjohnson@gohighline.com 5) Previous year's event evaluation, including income and expense statement (if existing event). 2012 Materials as the 2013 Event has yet to take place. The 2012 event was a major success. The festival returned Dec. 16-25 and 31, 2012 and celebrated free family friendly events throughout Vail Village and Lionshead Village. This destination event featured the Tree Lighting ceremony presented by Alpine Bank, holiday concerts, multiple nights of world-class skating shows, carolers, Kids Zone, Santa and Friends, Family New Years Eve Celebration, Torchlight Ski Down, Fireworks and much more. Multiple, well executed, strongly branded, complimentary family friendly events created a wonderful atmosphere in Vail, Colorado The activities were thoughtfully placed throughout Vail Village and Lionshead so guests could weave in and out and enjoy the variety of retail shops, restaurants and services nearby. • 2012 saw the return of no-cost admission for all events and concerts surrounding Vail Family Holidaze • Holidaze marked the continuation of Vail’s commitment to providing FREE, first-rate experience for guests from all over the world including Skate with the Stars, Winter Solstice on Ice, Family Concerts and more • Marketing and PR campaigns were very successful – major coverage generated millions of impressions and $150,000 in equivalent value. • Vail Family Holidaze offered a wide variety events for people of all ages to enjoy bringing people into town and taking in all the holiday atmosphere • Vail Family Holidaze was a continued celebration of Vail’s 50th Anniversary with world class skaters and top notch branding and activation throughout Vail Village and Lionshead Village • The Family New Year’s celebration at Eagle’s Nest had increased attendance and awareness with the new name • The Kids Zone was once a gain a huge hit with strong community involvement, new sponsorship including Alpine Bank, Nature Valley Granola Bars and Rimini and activities ranging from the Artic Express train rides presented by Alpine Bank, Santa’s Workshop sponsored by the Vail Recreation District, S’more making, Village entertainers and more 2) FINAL 2013 EVENT BUDGET (as of 1/29/2012) (’12 Event yet to take place so final 2013 budget will be available at the beginning of 2014 Actual 2012 Holidaze REVENUES: 420 Sponsorships $162,333 Lodging Contribution - 420.5 CSE Event Funding 50,000 Incremental Town of Vail Contribution - 421 Entry Fees - 421.5 Concert Ticket Sales - 422 F&B Sales (less sales tax 4.4%) - 423 Band Merchandise Sales Cut - TOTAL REVENUES $212,333 EXPENSES: 510 Event Operations $21,441 517 Entertainment/Bands 73,415 519 Event Promotions - 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting 16 525 Event Supplies 6,519 526 F&B Expenses - 526.5 Charitable Donation - 527 Equipment Rental 12,152 529 Event Photography 1,000 530 Portable Toilets/Trash Removal - 533 Prize Money/Appearance Fees - 535 Public Relations 7,500 538 Venue Rental/Site Fees 1,500 543 Wardrobe/Uniforms - 550 Event Insurance 5,000 555 Equipment Repairs - 617 Bank/Credit Card Charges - 620 Auto Expense - 626 Pre-press/Design 1,675 627 Licenses and Permits 734 628 Printing and Reproduction 1,272 630 Office/Computer Supplies 200 631 Office Expenses 200 636 Postage/Shipping 99 638 Web Site/E-Mail/On-line Ticketing 100 640 Event/Sales Travel 812 641 Meals/Entertainment 1,151 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 5,030 646 Sponsor Ground Transfers - 669 Contract Labor 2,126 670 Payroll Expenses 14,435 671 Sponsor Management/Commissions 10,958 672 Event Management/Project Flat Fee 45,000 TOTAL EXPENSES $212,333 6) Past or projected demographics of event attendees and spending. 2014 Projected Demographics The Vail Holidaze audience is expected to attract the family and older and typical of the much sought after high-end, high-consuming Vail audience. The event is created to capture a wide range of customers. We anticipate the Average age will be 45 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 • Katie Tille, Executive Producer • John McGuire, Executive Producer • Jeff Seme, Senior Event Manager • Missy Johnson, Sponsorship Manager • Chris Dolan, Director of Client Services • Jim Nagy, Account Manager • Kelli Brausch, Controller/CPA • Myriah Blaire, Accounts Payable/Receivable • Dave Cronin, Assistant Event Manager • Ryan McNamara, Production Assistant