HomeMy WebLinkAbout2014_12_31 Vail NYE 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 NYE
PROPOSED DATE(S): December 31, 2014
AMOUNT OF CASH FUNDING REQUESTED: $20,000-
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:: 970/476-6797 xt.703 Cell: 970/393-2128 Fax: 970/476-6797
E-Mail Address: jeff@gohighline.com
5) Website address: www.gohighline.com | www.vailnye.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___ No_X__
If yes, please name the beneficiary:
• Tax payer ID#: 84-1331831
EVENT DESCRIPTION:
1) Brief Description of Event: Don't miss the biggest New Year's Eve bash in Vail, Vail
NYE 2015, featuring a full-band performance from top artists. Beside rocking out at an
epic concert, guests at Vail NYE 2014 can expect to ring in 2014 with a massive balloon
drop, confetti storm, midnight champagne toast, party favors and much more. A DJ will
get the party started, and then the main guest will take stage and rock into 2015. Vail
NYE 2015 happens at Vail’s Dobson Arena on December 31, 2014 from 9 p.m. to 1:30
a.m. For more information visit www.vailnye.com.
2) Describe where the event will be located within the Town of Vail: Dobson Ice
Arena, Lionshead
3) Will any portion of the event take place outside of the Town of Vail?
____Yes __X__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 concert at Dobson Ice Arena as
well as TOV police support for event coverage.
5) Is this a: __New event _X_ Existing event 3_Number of years in existence:
Location(s) of event in previous years: Dobson Ice Arena
6) People:
• Number of participants (athletes, artists, exhibitors, etc.) anticipated: 100
• Number of volunteers needed 25 Number of event staff 75
• # of spectators/event attendees anticipated: 2,750 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 2014 Vail NYE
2014 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 2,750
Those who came just for the event: 50%
Those staying in Town of Vail lodging: 75%
Average nights stay in Vail: 1
Total Incremental Room Nights: 516 (2ppl/room)
Incremental Spending
Estimated attendance per day: 2,750
Average amount spent: $300
Event Days: 1
Total Incremental Spending: $825,000
Average lodging price per person per night: $200
Incremental room nights: 516
Subtotal spent on lodging: $206,400
Number of days in Vail not for event: 6.0
Number of people staying additional days: 750
Average amount spent per day: $300
Subtotal spent on non-event days: $1,350,000
Total Estimated Incremental Spending: $2,381,400
8) What return on investment should the Town of Vail expect?
2014 Town of Vail Estimated Return on Investment
Town of Vail Investment $20,000
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: 11.5-to-1
Est. Incremental Room Nights Generated 516
Incremental Spending Generated $2,381,400
Tax Receipts (Sales - 4%, Lodging-5.4%) $98,146
Return on Investment through Incremental Spending
in the Town of Vail: 4-to-1
BUDGET:
1) Detailed event budget, including all anticipated revenues and expenses.
2014 Vail NYE Pro-Forma Budget
Vail NYE 2014
Sponsorships (Less Commissions) $50,000
CSE Event Funding 20,000
Lodging Contribution 0
Ticket Sales 150,000
F&B Sales 10,000
Merchandise Sales 250
$230,250
Event Operations $7,500
Payroll Expenses 7,500
Contract Labor 5,000
Entertainment/Bands 145,000
Event Promotions -
Event Advertising/Marketing (Vail Mtn Spend) -
Event Merchandise/Sponsor Gifting 0
Event Supplies 5,000
F&B Expenses 2,500
Charitable Donation 0
Equipment Rental 7,500
Event Photography 1,500
Portable Toilets/Trash Removal -
Prize Money/Appearance Fees -
Public Relations 5,000
Venue Rental/Site Fees 3500
Wardrobe/Uniforms 0
Event Insurance 5,000
Equipment Repairs 0
Bank/Credit Card Charges 4500
Auto Expense 0
Pre-press/Design 1500
Licenses and Permits 250
Printing and Reproduction 2,500
Office/Computer Supplies 200
Office Expenses 150
Postage & Delivery 250
Web Site/E-Mail 100
Event/Sales Travel 0
Meals/Entertainment 0
Event Lodging/Hospitality 0
Sponsor Ground Transfers 7500
Sponsor Management 5,000
Event Management 7,500
Agency Fee 5,000
TOTAL EXPENSES $229,450
NET INCOME (LOSS) $800
2) What percentage of the total event budget is CSE being asked to fund? 8.7%
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 Vail NYE.
4) Should the CSE decide not to support this event, will it still occur? Undecided
5) What is the dollar amount of sponsorships from alternative sources reflected in
the event budget? 22%
6) What percentage of the total event budget do you expect the event itself to
generate? 70%
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 TOV.
8) Do you anticipate requesting funding from the CSE next year? Yes X No___
If yes, in what amount? 20,000
Sponsorships/Media Exposure
Highline always has and always will continue to sell sponsorships on its properties to
help cover the numerous operating and marketing expenses.
ADDITIONAL REQUIRED 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
newspaper print ads, billboards, website, posters, handbills, social media and more.
There may also be a designated lodging offering section on the website.
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 social media. The campaign will focus on
national, regional and local media outlets. Over $100,000 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 NYE
event. The campaign is expected to generate over $150,000 in equivalent media
value.
• Vail NYE embrace the new media envelope with Facebook, and Twitter
presence. www.vailnye.com
• A dedicated event website will support the event.
• Direct broadcast emails will be sent to Highline’s event follower list.
• Numerous collateral and competitor materials will be disseminated throughout
the region, including event 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.
Please note: 2013 Event has yet to take place.
6) Projected demographics of event attendees and spending.
Vail NYE is created to capture a wide range of customers to include young singles
(21+) as well as couples. We anticipate the average age will be 30 with HHI of
$100,000++.
7) Organization rosters naming:
• All officers and respective positions
• Board of Directors and positions
Highline
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