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Home My WebLink About3. 2013_11_06 CSE_VLMDAC_RFQ_FINALTOV/CSE/VLMDAC RFQ for Event Liaison Services Page 1 of 4 October 2013 REQUEST FOR QUALIFICATIONS FOR EVENT LIAISON Vail is arguably the top ski resort in North America. While widely known for its winter offerings, Vail is also the ideal spring, summer and fall mountain destination—a world-class resort set in the relaxed, rugged environment of the Rocky Mountains complete with events and activities to suit nearly any ability level or preference. Opportunity The Commission on Special Events and the Vail Local Marketing District Advisory Council are seeking the services of an Event Liaison who will help Vail capitalize on driving overnight visitation utilizing measurable, successful strategies and leveraging existing Vail assets, as well as continuing to refine and deliver on enhancing the guests’ experience in Vail. The winning candidate should expect to deliver a high level of service, be in attendance at monthly meetings, and work collaboratively with the Town of Vail Special Events Coordinator, Commission on Special Events, the Vail Local Marketing District Advisory Council, Town of Vail staff and other partner firms and demonstrate the ability to be nimble, flexible, dedicated and results-oriented. The contract services would be in effect January 1 – December 15, 2014. About the Commission on Special Events The Commission on Special Events (CSE) is comprised of 7 members who are each appointed by the Vail Town Council to serve a two year term. The CSE generally meets monthly on the first Wednesday, and jointly with the Vail Local Marketing District Advisory Council twice a year. Additional special meetings may be called occasionally, particularly in the fall when the funding allocations for the upcoming year are determined. This volunteer board is responsible to the Vail Town Council and is charged with creating and implementing a special event strategy for the Town of Vail, allocating funds budgeted by the Town of Vail for special events, evaluating event proposals, overseeing event producers and promoters, evaluating and executing agreements for special events and other functions as designated by the Vail Town Council. More information can be found on the Town of Vail web site at www.vailgov.com. • Mission Statement: 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. • Objectives and Goals of the CSE: 1. Align events with the Vail Brand and the objectives of the Vail Town Council and the Vail Local Marketing District Advisory Council 2. Drive Positive Economic Impact through increased: -room nights -sales tax -group business TOV/CSE/VLMDAC RFQ for Event Liaison Services Page 2 of 4 October 2013 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 • The CSE evaluates each event on its potential to meet the following criteria: 1. Timing: How well does it help achieve an optimal calendar of events against occupancy opportunity and Town of Vail available assets, both human and capital 2. Demographic Fit: Does it help optimize the visitor mix 3. Growth: How well will it perform financially -Revenue -Leveraged Media Exposure 4. Producer Qualifications: Expertise, local knowledge, ability to financially leverage 5. Marketing Strength: How effectively will the event be marketed • About The Vail Local Marketing District Advisory Council The nine-member Vail Local Marketing District Advisory Council appointed to a 2-year term by the Vail Town Council meets monthly the third Thursday of each month at a local Vail lodging property. This volunteer board is responsible for making recommendations to the Vail Town Council, which serves as the Vail Local Marketing District Board, for summer and shoulder season marketing programs funded by a 1.4 percent Vail lodging tax. More information can be found on the Town of Vail web site at www.vailgov.com • Mission The mission of the Vail Local Marketing District is to market and promote Vail to attract overnight destination guests primarily during the May – October time frame, creating economic vitality by increasing both the visitor base and sales tax revenues. • Objectives The VLMD marketing objectives are: Continue the momentum and build on the powerful leadership position of the year-round Vail brand in order to: • Increase May – October occupancy • Increase sales tax revenue • Increase group room nights • Optimize visitor mix • Increase net promoter score • Increase Vail brand awareness Scope of work includes: Meetings: Assist in the preparation of materials for and participate in the following meetings: 1. CSE Regular Monthly Board Meeting and Occasional Special Meetings TOV/CSE/VLMDAC RFQ for Event Liaison Services Page 3 of 4 October 2013 2. VLMDAC Regular Monthly Board Meeting 3. CSE RFP Review Meeting Annually 4. CSE Funding Allocation Meeting Annually 5. ERC Regular Weekly Meeting, as requested • Assist in creating a proactive support system to align CSE processes and presence with the Vail Brand • Assist in the facilitation of processing and approval of Special Event Permits through diligent communication with event producers and vendors • Assist in the preparation of meeting materials for CSE, ERC and VLMDAC • Marketing / Public Relations: Clip and file local advertising of publicly funded events. Monitor special event marketing, both on event websites and in print formats, to assure proper use of the Town of Vail and “Vail” brand logos • TOV Online Calendar: Collaborate with TOV Welcome Center to ensure comprehensive event listings on TOV online calendar • Assist the Special Events Coordinator and the CSE with 2015 Fall Funding RFP application, record filing and allocation process • Assist in the preparation of Special Event data and reports as requested by the Town Council, the CSE and the VLMDAC and outside entities • Present monthly progress report to CSE board and VLMDAC • Assist in maintaining a sustained injection of marketing expertise for selected events • Assist in aligning the CSE with the VLMD marketing strategy by monitoring the marketing checklist with the selected events • Meet with selected event producers at onset of contract to create checkpoints to ensure quality and excellence of marketing. Deliverables: • Assist in providing annual CSE Marketing Checklist briefing open to Event Producers including case studies of successful past Vail events. • Assist in providing guidance as described herein to events as designated by the CSE and the VLMDAC. • Present monthly progress report to CSE board and VLMDAC. The successful candidate will demonstrate the ability to: • Deliver a high level of service • Be in attendance at required meetings • Work collaboratively with the Town of Vail Special Events Coordinator, Commission on Special Events, the Vail Local Marketing District Advisory Council, Town of Vail staff and other partner firms • Demonstrate the ability to be nimble, flexible, dedicated and results-oriented Budget not to exceed $30,000 professional fees and agreed upon direct expenses. TOV/CSE/VLMDAC RFQ for Event Liaison Services Page 4 of 4 October 2013 Timeline & Process Step 1: Candidates are asked to submit proposals containing the following items by November 22, 2013 by 3:00 p.m. MST Please email to the following individual: Town of Vail Sybill Navas, Special Events Coordinator 1) Background A statement covering resources, expertise, client list (indicating any client conflicts) and references 2) Examples of previous work relevant to the scope of work outlined. Detail specific experience that demonstrate abilities and results in these areas 3) Approach to the scope of work previously outlined Step 2: Selection process: -November 22, by 3:00 p.m. MST, RFQ deadline -December 2, narrow field to maximum of 3 -December 3, interview finalists -December 4 at 8:30 a.m., presentation to Commission on Special Events and selection of winning candidate