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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