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HomeMy WebLinkAboutCSE Application Vail BC Restaurant Week GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE. Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse 63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620 group970.com Vail Commission on Special Events Event Funding Application I.) Name of Event: a. TBD – Vail Beaver Creek Restaurant Week II.) Proposed Dates: a. TBD – fall III.) Amount of Cash Funding Requested: a. $21,500 IV.) Producing Entity: a. President or Executive Director’s Name: Brian Nolan, Group970 Restaurants b. Name and Title of Person Completing the Application: Brian Nolan c. Business Address: 63 Avondale Lane, Suite C-1, Beaver Creek, CO. 81620 (physical). PO BOX 5549, Avon, CO. 81620 (mailing) d. Telephone: 970-845-0545 (office) 970-904-8666 (cell) 970-845-8444 (fax) e. Email: brian@group970.com f. Event and/or organization website: To be built and www.group970.com g. Number of years your organization has been in business: Thirty years. h. Mission Statement: Food, Drink, Adventure – that’s fitting isn’t it! i. Organization's tax status: For profit, though there is no intent. j. Does the event benefit a charity? Possibly one day arrangement with the Vail Valley Foundation. V.) Producing Event Description: a. Brief description: A combined week of special offerings from the entire willing restaurant community of both Beaver Creek and Vail. The offerings will be centered on the year we are in so this year will be $20.13. Each operator will choose their own deals to be offered up during any meal segment(s) they choose. Some examples could be: i. A three course price fixed lunch ii. A large pizza, soft drinks and cookies for six iii. A single entrée item at dinner iv. A drink special for two at the bar only v. Four sandwiches with soft drinks on to-go orders only The possibilities are endless. We would of course encourage the items to show real value. b. Where will the event be located within the Town of Vail? At all willing restaurants. c. Will any portion of the event take place outside of the Town of Vail? It is the intent to combine theses efforts with the Beaver Creek Resort formally. So yes, past that there is no way to stop any other geographical areas such as Avon or Edwards in joining in on their own – but we do not see that as a negative. d. Will additional in-kind services be required from the Town of Vail? We can only hope it impacts parking and traffic but for planning year one we will answer here no. e. Is this a new or existing event? New. f. Number of participants anticipated: I would only be guessing – sorry. It is our intent to ask all participating locations to submit a daily count by meal segment for the days of this year’s event with a comparison in counts and dollars from the last two previous years. This information would be given to the Town of Vail for those locations and to BCRC for those. This information will be combined so all info GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE. Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse 63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620 group970.com can be shared while being sensitive to the individual restaurants. I would say that there is hope that we would increase overall volume to restaurants by lets say 15% first year? g. Number of volunteers needed: Zero. h. Number of event staff: TBD – depending on how we handle after meeting with the Town and BCRC, but yes, we would anticipate there would be 2-3 people working this. i. Total Number of spectators/attendees anticipated and estimate: i. Local 50% ii. In-state (non-local) 50% iii. Out of state 0% j. Brief description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated: We will be working with all willing lodges to offer a package during this time, at least on limited bases. The lodging community we have spoken to at this point is behind the project. We will be asking them also for exact details on the guest coming for this event and their length of stay to report back. In the first year the incremental nights may be limited but we would expect and hope to drive more as the event gains momentum in years two, three and beyond. k. What return on investment should the Town of Vail expect? Thru incremental tax collection on lodging and restaurant sales as first step, which of course we would hope to see grow yearly. Past that the messaging about the culinary experience and dinning out in Vail will be accented this week. VI.) Budget: a. Please attach a complete and detailed event budget, including anticipated revenues and expenses. i. The budget, expenses and revenues are currently in the developmental stage. We want to tap in to as many of the local industry professionals as possible prior to finalization of planning in an effort to create the most impactful event possible. Total anticipated budget for this project year one will be approximately $100,000. BCRC will match all funds from CSE and VLMD. We will solicit an additional $30,000 from VLMD to get us to our budget which BC Resort would match making our CSE request $21,500 at this time. b. What % of the total event budget is the CSE being asked to fund? i. 21.5% of $100,000 total budget. c. Describe briefly how you will use the funds that you are requesting from the CSE. i. Production of collateral pieces and signage: 1. Flyers, posters, etc. to be used in the following manner: on location at restaurants, lodges, retail shops and info centers; 2. Mailers distribution by local organization and supporting partners to their volunteers, members and donors (e.g. VVF). Our full marketing plan will be developed in the spring prior to the end of April then will be pushed online and in the Valley June-September. ii. Staff and administrative tasks: 1. Distribution of collateral as described above 2. Logo development, website integration, etc. this process will begin the third week in March and beginning of April. 3. Event coordination (recruitment of restaurants, collection of information, contact point for both participants and potential attendees). Collection of offers from individual restaurants will be essential to the coordination. This collection process will take place in April and May. 4. Data collection and compilation. Data collection will be related to visiting guests for the event to utilize as a marketing tool for future years. 5. Creation of a small commemorative piece. There is a thought of creating a small commemorative piece each year and more to recognize guests who attend year after year. This premise comes from our European friends and some of the events they produce, and GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE. Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse 63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620 group970.com honestly from our Texas friends and the Wurstfest, Texas's largest Octoberfest like celebration. d. Should the CSE decide not to support this event, will it still occur? i. Because of the support of both the Vail and Beaver Creek restaurant communities, I believe a week of Valley wide restaurant specials throughout the Vail Valley could definitely be coordinated and produced without the support of the CSE and VLMD. However, it is a momentous occasion to be bringing the Valley together to perpetuate the message of the Vail Valley as a culinary destination and it would be a shame to see it not reach its full potential due to lack of support from the main event marketing entities of both communities. So, could occur, yes, would it have the same economic and branding/marketing impact, absolutely not. e. What is the $ amount of sponsorships from alternative sources reflected in the event budget? i. Yes, estimated other funds for this event would possibly come from: 1. Merchant Association support 2. Potential beer, wine and food distributors 3. Possibly in-kind from non-profit organization support such as the VVF 4. Restaurant community ii. Other funds for this event would come from: 1. BC Resort Company dollar match amount 2. VLMD efforts which are not currently solidified f. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) i. The event will generate sales tax revenue through increased restaurant sales and lodging occupancy, in addition to possible increased retail sales due to greater foot traffic in the Village throughout the event time period. ii. Beyond a direct economic impact, the event fits perfectly with and further enhances the branding goals of both BCRC and Vail and creates potential for an indirect impact in the future as a result. g. If possible, would you intend to host the event in Vail beyond 2013? If yes, for how many years beyond 2013? i. The event absolutely hopes to become a regular annual happening for years to come. h. 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? i. It would be the thought that in year two we would seek similar funding, year three half of the amounts requests in first two years, and beyond that no funding from the CSE or BCRC. Though continued support and efforts on both the VLMD and BCRC for marketing would be solicited every year. There will be no solicitation of sponsorships for year one, but beyond that there will be hopes to secure a small but exciting group to underwrite some additional costs past the continued efforts of it would be the thought that in year two we would seek similar funding, year three half of the amounts requests in first two years, and beyond that no funding from the CSE or BCRC. Though continued support and efforts on both the VLMD and BCRC for marketing would be solicited every year. There will be no solicitation of sponsorships for year one, but beyond that there will be hopes to secure a small but exciting group to underwrite some additional costs past the continued efforts of VLMD and BCRC VLMD and BCRC VII.) Additional Required Attachments: a. 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: i. This will be determined after discussing with the local lodging community and tourism organizations at the end of March. b. Marketing plan and detailed explanation of potential for sponsorships and media exposure: GROUP970 RESTAURANTS | FOOD.DRINK.ADVENTURE. Blue Moose Pizza | Beaver Creek Chophouse & C Bar | Vail Chophouse 63 Avondale Lane, Suite C-1, PO Box 5549, Beaver Creek, CO 81620 group970.com i. This will be a grassroots effort project, led by Group970, soliciting the help of all we can find. I am not intentionally being vague with my answers above. However, I am still working out some of the details, as I mentioned earlier, due to the fact that we would like to draw from all the local expertise in the next few weeks to solidify the direction and plan. We have received the support and endorsement of many local organizations and feel all will help with the media push and exposure. The full marketing plan will be finalized by the end of April with most of the push taking place June-September. c. Previous year's event evaluation, including income and expenses: NA d. Past or projected demographics of event attendees and spending: i. We are unsure at this time however will be meeting with a few key lodges to set in stone the best dates and confirm that with key restaurants details, price point, etc. The fall season is the target so we’d like to have as much spending during a time we are normally slow. e. Organization rosters naming i. All officers, respective positions & board of directors: We will wait to meet with the lodging and restaurant community to finalize these duties depending on availability and desire. We will be meeting with multiple parties all at one time to brainstorm what resources we can combine and what our ability as a restaurant and tourism community is to help promote while organizing a solid marketing/PR plan and timeline. This meeting is scheduled for the third week in March.