HomeMy WebLinkAboutVail America Days_Highline- 2.11.13_finalVAIL COMMISSION ON SPECIAL EVENTS
2013 FUNDING APPLICATION
Please type directly into application, delete surrounding pages, and save as PDF. Applications
must be submitted digitally in this format with all attachments saves as PDF and compiled into one
PDF document.
NAME OF EVENT: Vail America Days
PROPOSED DATE(S): Thursday, July 4 – Saturday, July 6
AMOUNT OF CASH FUNDING AVAILABLE: $40K
PRODUCING ENTITY
1. President or Executive Director’s Name: Jeff Brausch
2. Name and Title of Person Completing the Application: Founder
3. Business Address
i. Physical address: 12 Vail Road, Ste 500, Vail, CO 81657
ii. Mailing address: 12 Vail Road, Ste 500, Vail, CO 81657
4. Contact Info
Telephone
Main: 970/476-6797 xt.103
Cell: 970-393-2128
Fax: 970-476-6890
E-Mail Address: jeff@gohighline.com
5. Event and/or Organization WEBSITE: www.gohighline.com/ Event web TBD
6. Number of years your organization has been in business: 15
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. Please attach current State Department of Revenue Certificate
with this application TAX ID: 84-1331831
Non-Profit (501C-3): Click here to enter text.
Not-for-Profit (501C-6) organization: Click here to enter text.
9. Does the Event benefit a charity? If yes, please name the beneficiary
Yes, TBD
EVENT DESCRIPTION
1. Description of the event and its activities:
Vail America Days– A destination event featuring a variety of family-focused entertainment
including the annual Fourth of July parade, fireworks, entertainment throughout the
afternoon, children’s activities, food and beverage hospitality and more. The proposed
2013 event takes what is a very popular day in Vail to the next level enticing guests to stay
throughout the weekend by offering a wide variety of activities for families and adults to
enjoy. With increased sponsorship, expanded activation and a well-executed parade this
will be an enhanced atmosphere for all. With the Vail visitor in mind, we want to offer them
reasons to stay in town and enjoy all that Vail has to offer. This Fourth of July Festival will
offer a framework for guest to enjoy the Village and other specific zones within town, even
after the parade. When the parade concludes, the event will extend to a variety of different
areas in Vail themed with Red, White and Blue. The specific areas will highlight anything
from entertainment and a beer garden for adults to kick back to a family picnic atmosphere
to a kid’s zone with plenty of traditional games for the family to enjoy. The sponsorship
strategy includes reaching out to current partners as well as a wide variety of local
connections to enhance event activations in a multitude of ways through an official beer
partner, official vehicle partner and variety of vendors/brand activations to enhance the
separate zones of entertainment for families.
2. Where will the event 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? 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? If yes, please explain,
including a description of anticipated impacts on Town of Vail services: i.e. bus service,
parking, traffic control, street closures, police services, etc. (The event promoter will be
charged for all labor, materials and equipment unless such services are specifically
exempted and approved as part of the Special Event Permit.)
We will require barricades to control the perimeter of the events as well as TOV police
support for crowd control at these same events and would like to request additional
assistance with police, potential street cleaning etc.
5. People:
Number of participants (athletes, artists, exhibitors, etc.) anticipated:
2,000
Number of volunteers needed:
50
Number of event staff:
75
Total Number of spectators/attendees anticipated and estimate
o % Local: 20%
o % In-state (non-local): 20%
o % Out of State: 60%
6. Brief description of potential benefits to the Town of Vail, including an estimated # of
incremental room nights and increased spending generated.
2013 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 106,000
Those who came just for the event: 50%
Those staying in Town of Vail lodging: 50%
Average nights stay in Vail: 3
Total Incremental Room Nights: 37,500 (2ppl/room)
Incremental Spending
Estimated attendance per day:
35,000
Average amount spent: $150
Event Days: 3
Total Incremental Spending: $15,750,000
Average lodging price per night: $150
Incremental room nights: 37,500
Subtotal spent on lodging: $5,625,000
Number of days in Vail not for event: 1.0
Number of people staying additional days: 10,000
Average amount spent per day: $150
Subtotal spent on non-event days: $1,500,000
Total Estimated Incremental Spending: $22,875,000
7. What return on investment should the Town of Vail expect?
2013 Town of Vail Return on Investment
Town of Vail Investment $76,000
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: 5.6-to-1
Est. Incremental Room Nights Generated 37,500
Incremental Spending Generated 22,875,000
Tax Receipts (Sales - 4%, Lodging – 5.4%) $993,750
Return on Investment through Incremental Spending
in the Town of Vail: 12-to-1
BUDGET
Please attach a complete and detailed event budget, including anticipated revenues and
expenses and fill out below.
1. What % of the total event budget is the CSE being asked to fund?
50%
2. 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 the event.
3. What is the $ amount of sponsorships from alternative sources reflected in the event
budget?
33%
4. What % of the total event budget do you expect the event itself to generate? (i.e. ticket
sales, merchandise, food and alcohol sales, etc.)
16.5%
5. If possible, would you intend to host the event in Vail beyond 2013? If yes, for how many
years beyond 2013?
Yes, as many as years as it makes sense financially and to the TOV and Highline.
6. 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?
40%
ADDITIONAL REQUIRED ATTACHMENTS
1. 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
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,
website, posters, handbills, social media and more.
2. 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 $300,000 in media value is expected to be delivered by this integrated campaign.
A national, regional and local PR blitz will be launched for the 2013 Vail America Days
event.
The campaign is expected to generate over $200,000 in equivalent media value.
Vail America Days will push the social/digital media envelope with Facebook and Twitter.
A dedicated website will support the event.
Direct broadcast emails will be sent to lists, including those owned by Highline - targeting
our audience.
Numerous collateral and competitor materials will be disseminated throughout the region,
including postcards and posters.
Town of Vail CSE Revised 2013 Vail America Days RFP Page 5
3. Past or projected demographics of event attendees and spending
Vail America Days is expected to capture a wide range of attendees to include young
singles as well as couples and families. We anticipate the Average age will be 40 with HHI
of $100,000++.
4. Organization rosters naming:
All officers and respective positions:
HIGHLINE Principals/Board of Directors:
Jeff Brausch, President/CEO
James Deighan, Partner/VP
Carolyn Coyne, Partner
HIGHLINE Employees:
Peggy Wolfe, Director of Events
Greg Schwartz, Event Director
Katie Tille, Executive Producer
John McGuire, Executive Producer
Missy Johnson, Sponsorship Manager
Jim Nagy, Account Manager
Ryan McNamara, Production Assistant
Mike Gregory, Sales Account Executive
Kelli Brausch, Controller/CPA
The CSE requires the inclusion of electronic PDF low-resolution format, of any additional support
materials such as DVD’s, programs, news articles and other printed materials. These items should
be compiled into a single PDF.
Town of Vail CSE Revised 2013 Vail America Days RFP Page 6
Town of Vail: Commission on Special Events
2013 Event Funding Guidelines
Our Values: Integrity~Collaboration~Accountability~Respect
CSE Mission
The Vail Commission on Special Events is accountable to deliver an annual Special Events
Plan which ensures world class events that are fully aligned with Vail’s brand. The CSE shall
effectively and efficiently allocate available budget behind this objective.
The Events Plan will deliver measureable results in terms of specific goals: economic impact,
optimization of the seasonal calendar, positive community experience and integration, as well
as positive guest-centric results that lead to future loyalty.
CSE Objectives
1. Align events with the Vail Brand
2. Drive Positive Economic Impact
- occupancy
- - sales tax
- - group business
3. Generate Funding leverage
4. Attract destination guests who book overnight rooms; in-state and out of state
5. Achieve an optimal event calendar
6. Achieve a superior community and guest experience
To qualify for funding review, events must support the CSE’s strategic priorities and
meet the following requirements:
Funding allocations will be dispersed only to the entity whose name appears on the
application. All Town of Vail permits and documentation required for the production of the
event must be filed under the name of the event producer as it appears on the funding
application.
In consideration of the receipt of funds from the CSE, the Event Promoter shall agree to:
Comply in a complete and timely manner with all Special Event Permit requirements of the
Town of Vail.
Comply with the CSE Marketing Checklist as defined in agreement.
Attend Event Summit jointly hosted by CSE and VLMD.
Ensure that the event is listed on the online community event calendar.
Agree to the placement of the Town of Vail logo on marketing and promotional materials
associated with the event as appropriate to the level of sponsorship.
Provide the CSE with copies of any film or photographs from the event for the purpose of
promoting the Town of Vail.
Accountability: All event producers receiving funding will be expected to present to the
Commission on Special Events within 60 days of the close of their event a written, post-event
follow-up document as defined on event recap template provided in agreement.
Town of Vail CSE Revised 2013 Vail America Days RFP Page 7
2013 Vail America Days Estimated Budget
REVENUES:
CSE Contribution $ 50,000
Fireworks Credit
26,000
Event Sponsorships (Net)
50,000
F&B Net Sales
20,000
Other Income: Entries, Merchandise, Expo 5,000
TOTAL REVENUES: $ 151,000
EXPENSES:
Advertising/Promotions $ 15,000
Printing/posters/postcards
Newspaper ads/insert
Radio ads
Social/Digital
Public Relations
Design/Layout
Event Supplies
5,000
Signage
Street banners
Decorations
Merchandise
Operating Expenses
80,000
Parade Entertainment
Street Party Entertainment
Kids Zones
Lodging
Stage/Sound/Lights
Equipment Rental
Security/Traffic Control
Fireworks
26,000
Administrative Expenses
25,000
Staffing
Permits
Agency Fees
Insurance
Legal/Accounting
TOTAL EXPENSES: $ 151,000
TOTAL NET PROFIT (LOSS) $ -