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HomeMy WebLinkAbout2. 12-03-2013 Report to Council Combined FINAL To: Vail Town Council From: Commission on Special Events Date: December 3, 2013 Subject: In the meeting packets, the CSE has provided an informational overview of the special events that received public funding (from either the CSE or Vail Town Council) in 2013, including a summary of key event recap information as supplied by the producers. Additionally the following actions are requested from the Town Council: I. Approval of the CSE’s 2013-2017 Strategic Plan II. Approval of 2014 Special Events Funding allocations, as presented III. Support 2014 incremental funding requests that support growth initiatives 2013 Events: Review and Recap Information • Attachment A: 2013 Funded Events Including Recap Data • Attachment A.1- Event Recap Guidelines The complete list of publicly funded events in 2013 is shown in Attachment A for your review. All events are required to submit a recap summarizing the events strengths and weaknesses, contributions to the Vail economy and community benefits. Key data is shown in the right had columns. Guidelines for these recaps are summarized in Attachment A.1, “Guide Lines for Post Event Recaps.” Event Effectiveness – Measurement Tools In 2012, in response to questions with respect to the validity and/or methodology of data presented by each individual event producer an Economic Impact Study of all 2012 events was undertaken. The results were felt to fall short in the area of event attendance – a key variable as it relates to bottom line economic impact. This is because different event producers utilize different methodologies to report attendance, thus rendering the data not comparable, and in some cases not reliable. The CSE requested funding from the Town Council in 2013 to contract for a follow-up evaluation that would develop methodology to measure this function ourselves, and provide the CSE, and therefore the Town of Vail, accountability for this key data. It will have the added benefit of allowing our producers to focus entirely on event development, marketing and execution, both operationally and financially. The results of this project will be presented in early February, 2014. TOV/CSE 12/03/2013 Annual Report to the Town Council Page 2 of 3 In line with the recent Vail marketing successes, VLMDAC, Vail Resorts Marketing, as well as the CSE have all invested in a disciplined suite of research tools to not only keep score, but to support on-going marketing and spending decision making. The fundamental on-going tools now consist of monthly and bi-weekly DestiMetrics reports, Sales Tax data, the on-going Intercept studies providing both qualitative and quantitative data for individual events, last season’s Economic Impact Study, parking data, as well as keeping our finger on the pulse of the merchant/hotelier/restaurateur community. In addition, the ‘scorecard’ and its support tools such as the ‘marketing checklist’ are now structured to be more dynamically employed tools. Less obviously, quantitative measures such as brand strength, marketing expertise, media leverage, and community integration are now monitored and measured against newly established objectives. Action is requested from the Town Council on the following items: I. 2013 – 2017 CSE Strategic Plan: Approval Requested • Attachment B: 2013-2017 DRAFT CSE Strategic Plan For the last several months the CSE has examined its core activities and in doing so has adopted a significantly improved set of operating guidelines with an objective of greater accountability, more rigor in why and how events are selected, and ultimately greater effectiveness. Detailed within the revised Strategic Plan are a summary of the CSE’s tightened strategic direction, and reevaluation of each allocation based on accurate recap information as measured against defined criteria. a. CSE objectives have been closely aligned with VLMDAC objectives, which in turn are well aligned with the Council’s own objectives. The new CSE Mission Statement tightly aligns with the new operating philosophy. b. With the insight that there are perhaps too many events, a quality versus quantity criteria, reduced redundancy, and a hard look at the timing and seasonality of events have been incorporated c. A commitment to eliminate non-performers, reward strong performers, and given the Council’s request for greater proactivity, investment in opportunities d. Recognition that the marketing of individual events is an important driver for an event’s success, the CSE has placed increased focus on marketing including development of a ‘marketing checklist’, greater involvement in our producers’ marketing of their events, and investment in staff resources to manage this intensive process e. The ‘scorecard’, our basic tool used to determine the allocation matrix, has been revamped to incorporate all of these new criteria. TOV/CSE 12/03/2013 Annual Report to the Town Council Page 3 of 3 II. 2014 Event Funding Overview: Proposed Budget Approval Requested • Attachment C: 2014 Allocations Sorted by Total Score • Attachment C.1: 2014 Allocations Sorted by Date and Lionshead Presence • Attachment C.2: Calendar Diagram for 2014 Events • Attachment C.3 - Event Recruitment Scorecard The funding process for 2014 events continued to be based upon the more structured, rigorous and objective strategies developed over the last year. Hard decisions were made utilizing refined criteria and supported by measurement tools as described above. In the RFP for 2014 events, the CSE had stated a commitment to provide additional consideration to events proposed for Lionshead and supported by the Lionshead Merchants Association (LHMA). The LHMA was very proactive in recruiting, delivering and supporting a number of event proposals that they felt would bring increased economic benefit and vitality to Lionshead. The CSE believes this is a strong calendar of events that will continue to drive increased results. III. 2014 Incremental Funding Requests to Support Growth Initiatives The CSE believes that the proposed event funding budget for 2014 has been optimally allocated in alignment with their adopted strategic goals and initiatives. In light of a real budget 10% lower than in 2013, and a stated commitment to deliver more activation in Lionshead, the CSE requests that the Council consider the following requests: a. The Vail Living Well Summit - $35,000 (Attachment D) The CSE continues to view this as a strategic investment opportunity; it is one of the few and substantive initiatives geared towards continuing investment in further developing the Health & Wellbeing strategy that Council has set as a key Town of Vail objective. As such, in its infancy it does not deliver well against the more immediate objectives of driving significant visitation, heads in beds, tax revenue and so on. But on the basis of its strategic value, value to the Vail Brand objectives, its performance and potential, we recommend further review under the Town Council’s new funding review process, the “Tier IV: Life Long Learning” category. The CSE will continue to work with the producers in the framework established for all events by lending marketing support and other operational liaison efforts. b. Vail Summer Bluegrass Concert Series - $80,000 (Attachment E) In light of the CSE’s commitment to provide additional consideration to events proposed for Lionshead, this event stood out as an extraordinary opportunity to have a strong impact by establishing a new Wednesday night series based on the successful Thursday night Jazz at Vail Square series. A significant cost benefit will be realized by sharing the tent in Arrabelle over both nights. The CSE is requesting an additional $80,000 in 2014 for this event. ATTACHMENT A: 2013 EVENTS AND RECAP INFO CSE AND TOWN COUNCIL Funding and Event Review Data for 2013 Special Events Attendance: Room Nights Generated: Incremental Sales Tax and Lodging Tax Generated: Overall Incremental TOV Spending Generated Event:Producing Entity:2013 Dates:2013 Allocation SSCV: Noram Cup Ski and Snowboard Club Vail Jan 31 - Feb 5 $2,000.00 390 (competitors, coaches, staff)55 $1,053 (Manor Vail only) $19,500 (Manor Vail only) Winter Mountain Games Vail Valley Foundation (+$10,000 in- kind TOV Council)Feb 8 - 10 $50,000.00 753: Athletes 810 Compettion Starts 16,509 Spectators 933 $55,277 $964,000 Pink Vail VVMC Mar. 9 $10,000.00 1,319 Participants 150 NA NA Vail Film Festival Colorado Film Institute Mar 28 - 31 $40,000.00 5,794 @ films & festival events 12,000 overall 3,590 $128,014 $2,849,810 Taste of Vail Taste of Vail Inc. April 4 - 6 $30,000.00 10,731 842 $44,000 $969,619 Spring Back to Vail Highline Apr 8 - 14 $37,500.00 40,000 36,000 $555,206 $14,350,000 Vail Whitewater Park Kayak Series Alpine Kayak (includes additional $2,000 allocated 5/1)Tues, May 14-June 18 $4,000.00 1,080 NA NA NA FEAST! Vail Highline (directed by Council: not to exceed)May 24 - 27 $85,000.00 950 611 $21,792 $496,648 GoPro Mountain Games Vail Valley Foundation (+$12,000 in- kind TOV Council)Jun 6 - 9 $100,000.00 53,579 5,391 $251,102 $4,700,000 King of the Mountain King of the Mountain Volleyball/ Leon Fell ($15K for Kerri Walsh) June 14 - 16 $22,000.00 612 Teams (1224 participants) 3,000 overall 1,763 $24,000 $220,000 AVP Volleyball All-Stars AVP Volleyball All-Stars activation- approved "up to" $6000 on 6/5 CSE June 14-16 $5,569.00 Lionshead Family Saturday Afternoon Club Blue Creek Productions, Inc. with The Lionshead Merchant Association 9 Sats, 6/15, 22, 29; 7/6, 13, 20, 27; 8/3 & 10)$20,000.00 4,955 NA NA NA Vail Rocks!Love Strength Hope 15-Jun $25,000.00 400 Hikers (at capacity) 1500 at concert 230 $12,000 $275,000 Vail Farmer's Market and Art Festival Meadow Drive Partnership Jun 16 - Sept 22 $35,000.00 205,742 9,600 $500,586 12,514,651 Vail Arts Festival Eagle Valley Events June 28 - 30 $10,000.00 14,472 1,138 $48,881 $1,006,293 Vail Lacrosse Shootout Colorado Lacrosse Promotions: $3K for village activation Jun 29 - Jul 7 $13,000.00 13,543 3,332 $75,142 $1,582,186 Vail America Days Highline (*plus $31,500 Fireworks contract carryover fro 2012)July 4 - 6 $40,000.00 55,000+9,931 $438,915 9,753,684 Kick-It 3v3 Soccer Team Championships International (TCI)Aug 2 - 4 $40,000.00 295 teams, 1770 participants, 18,585 Specs, ttl attendees 23,895 5,310 $69,341 $1,619,950 Keen Kids Adventure Race Vail Recreation District, Grand Traverse Adventures Aug 8 -11 $25,000.00 232 teams, 6820 attendees 434 $31,941 $771,950 Vail Survivor Casting Call with - Vail Family Adventure Challenge Brian Hall, Blue Creek Productions Aug 17-18 $22,400.00 1,850 combined Survivor 1050 18 Campers in line-up VFFC 800 NA NA NA Gourmet on Gore Highline Aug 30 - Sept 2 $50,000.00 50,000 26,250 $703,500 $15,750,000 Oktoberfest Highline Sept 6 - 8, 13 - 15 $45,000.00 55,000 24,000 $672,785 $15,181,200 Vail Automotive Classic Vail Valley Concours d/b/aVail Automotive Classic Sept. 8 $1,000.00 1,875 50 $1,053 $23,250 America Cup John Knight Sept 10 - 15 $5,000.00 196 326 $13,827 $164,610 The Vail "Living Well" Summit DiscoverWell: Town Council directed funding Sept 19 - 21 $25,000.00 350 70 $2,096 $47,650 Colorado Grand Finish Line and Concours The Colorado Grand Sept 20 - 21 $2,000.00 1500 NA NA NA Colorado Grand -LH Merchants Group enhancement plan- per CSE allocation 09/04 LH Merchants Group- allocated 9/4 Sept. 20-21 $4,000.00 1,000 NA NA NA Vail-Beaver Creek Restaurant Week Vail Restaurant Group: Brian Nolan Sept. 27- Oct. 6 $19,738.06 34 Vail Restaurants participated: 42,211 guests served 12,906 $20.13 Specials sold $47,600 $1,190,000 Vail Valley Cup Soccer Tournament Vail Valley Soccer Club Oct 5 - 6 $5,000.00 RECAP ON 12/4 Snow DAZE Highline Dec 9-15 $50,000.00 55,000 15,000 $683,000 $155,000 SSCV: Noram Cup (2) Ski and Snowboard Club Vail- approved 8/7 Agreement sent 8/29 Dec 15- 20 $2,500.00 HoliDAZE Highline Dec 16 - 22, Dec 31 $75,100.00 50,000 15,000 $224,000 $5,000,000 Vail New Year's Eve* Results estimated from 2013 Funding Application/not funded in 2012 Highline Dec. 31 $10,000.00 2,750 516 $97,320 $2,381,400 CSE EVENT FUNDING TOTAL: $910,807.06 Total 2013 CSE Funding Available: $996,800 Attachment A RECAP DATA AS SUBMITTED BY EVENT PRODUCERS See King of the Mountain Data shown below is taken from the 2012 events survey taken by RRC and the Event recaps presented by the producer, as the 2013 events have not yet occurred. This event did not occur in 2012 ATTACHMENT A: 2013 EVENTS AND RECAP INFO CSE AND TOWN COUNCIL Funding and Event Review Data for 2013 Special Events Attendance: Room Nights Generated: Incremental Sales Tax and Lodging Tax Generated: Overall Incremental TOV Spending Generated Event:Producing Entity:2013 Dates:2013 Allocation Total 2013 CSE Funding Available: $996,800 Attachment A RECAP DATA AS SUBMITTED BY EVENT PRODUCERS COUNCIL CONTRIBUTIONS:In-kind: Burton US Open: Feb. 27-Mar 2 $400,000.00 23,000 30,000 $740,000 $18,500,000 Bravo! Donovan Pavilion: $10,500, Ford Park Parking: $2,100 $177,500.00 60,982 10,557 $317,578 ROI: 1:1.79 $9,081,871 ROI: 1:50.70 Jazz Foundation RECAP ON 12/04 $70,600.00 20,000 645 (Marriott and Arrabelle only)$120,000 $3,100,000 ROI: 43:1 VVF: Hot Summer Nights $2,800 PD Extra Duty $27,500.00 32,716 1,608 $30,479 $654,769 ROI: 24:1 VVF: Dance Festival RECAP 0N 12/4 $60,000.00 18,700 2,932 3,300,000 VVF: Pro Cycling Challenge recap submitted $75,000.00 30,000 VVF: Pro Cycling Challenge (VLMD)$100,000.00 Total Council Contribution-Funded:$910,600.00 ATTACHMENT A.1. Guidelines for Post-event Recaps for All Events Receiving Public Funding: A post-event recap is required from all events receiving Town of Vail funding. Please schedule a presentation to the Commission on Special Events within 60 days of the close of your event. Events receiving an allocation of $10,000 or more are required to present independent survey data corroborating the results. This presentation should be accompanied by a written, post-event follow-up document which shall include:  Please describe how the event is compatible with the Vail Brand.  An overview outlining the event’s strengths and weaknesses: specifically, what went well and what measures could be taken to improve the event. For repeat events, please provide a comparison to past years.  An event budget showing actual profit and loss numbers and how the funding was utilized. Please separate the in-kind support from cash revenues and sponsorships.  Estimated results including the following information, per the CSE Criteria as described in the RFP: o Attendance numbers and demographic profile:  Estimated attendance. If your event is non-ticketed, please describe what method you used to estimate the numbers of attendees.  What percentage of people came to Vail specifically for your event? What percentage of people has attended the event in previous years?  Where did attendees come from: local, regional, out of state, international destinations?  Average age and income bracket of attendees. o Estimated spending by event attendees:  Lodging: Please include an explanation as to how participants and/or attendees were directed to book lodging. • What percent of attendees stayed in the Town of Vail? • Average amount spent on lodging per day? • Estimated number of room nights booked in association with your event.  Dining  Shopping  Other Activities o Visitor Intent to Return and Satisfaction Ratings: Would you come back? Was if fun? Please provide the NPS (Net Promoter Score) number determined from survey results. o Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional spending within the Town of Vail was generated by the event? What is the ratio of increased revenue to the amount of funding received? How much additional sales and lodging tax revenue generated by the event accrued to the Town of Vail? o (Town of Vail sales tax is 4%, Vail Local Marketing District lodging tax is an additional 1.4%).  A detailed overview of the marketing that was implemented to promote the event.  Potential for growth and the development of sponsorships and media exposure.  Did the event impact Vail’s “Sense of Community”?  In light of the Vail Town Council’s commitment to a sustainable environment, please describe any and all measures that were taken to produce the event in as “green” and environmentally friendly manner as possible. Please submit your event re-cap electronically on the PowerPoint template provided in your funding packet to the Special Events Coordinator at specialevents@vailgov.com, not later than noon on the Wednesday prior to your presentation. 2013 - 2017 Strategic Plan DRAFT Commission on Special Events Adopted on DATE TBD. Photo by Jack Affleck This plan may be accessed at www.vailgov.com ATTACHMENT B Process 2 Town of Vail | CSE | September 4, 2013 Strategic document was reviewed by the following entities: •Town of Vail Event Review Committee (ERC) on September 26, 2013 •Vail Economic Advisory Council (VEAC) on September 10, 2013 •Vail Local Marketing District Advisory Council (VLMDAC) on October 17, 2013 •Vail Town Council on December 3, 2013 Process (continued) Adopted by the CSE: MONTH DAY YEAR 3 Town of Vail | CSE | September 4, 2013 Commission on Special Events Members (CSE) •Barry Davis, serving as temporary Vice-Chairman •Bobby Bank •Amy Cassidy •Rayla Kundolf •Additionally, the following former CSE members were instrumental in the development of this plan: •Jenn Bruno, Chairman (elected to Town Council 11/05/13) •Sonny Kerstiens, Vice-Chairman (resigned due to employment relocation: 10/21/13) •Dave Chapin (elected to Town Council 11/05/13) Economic Development Office •Kelli McDonald, Economic Development Manager •Sybill Navas, Special Events Coordinator Background Objectives 4 Town of Vail | CSE | September 4, 2013 In 2002, the Vail Town Council approved legislation that created the Commission on Special Events (CSE) in its current form. This ordinance reorganized the existing CSE and set several broad objectives: 1.Stimulating the local economy •Increase lodging and sales tax collections •Increase number of visitors •Insure that visitors have a high rate of intent to return 2.Create a sense of community in Vail and increase the quality of experience for both guests and residents 3.To establish a single point of contact for events administration 4.To provide street entertainment and special events that reflect the high quality image of Vail and contribute to vitality, economic viability and fun throughout the year Background (continued) 5 Town of Vail | CSE | September 4, 2013 The CSE shall support the town council's goals and objectives and align its mission with the town council's marketing direction. The functions and/or duties of CSE shall include, but are not limited to: hiring and overseeing a director and/or staff, as well as event producers and/or promoters; creating, funding and seeking special events for the town of Vail; evaluating event applications and event success; submitting an annual budget for operations and events; coordinating the community calendar for special events; seeking out additional funding for special events through sponsorships and donations; evaluating and executing contracts for special events; and all other functions as directed by the town council. Qualifying cultural events shall be exempt from the purview and funding of the CSE. However, coordination and timing of qualifying cultural events shall be considered by the CSE and included in the CSE master calendar. (Ord. 30(2004) § 7) Functions of the CSE : Town of Vail (Ord. 30(2004) § 7) Mission Statement 6 Town of Vail | CSE | September 4, 2013 The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special Events Plan which ensures world class events that are fully aligned with Vail’s brand. The CSE will 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 event calendar, positive community experience and integration, as well as positive guest-centric results that lead to future loyalty. Purpose 7 Town of Vail | CSE | September 4, 2013 The purpose of the Commission on Special Events Strategic Plan is to establish guidelines which will assist the CSE in developing and supporting a calendar of events that accomplish the following 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 ; in-state, out of state and international, who book overnight rooms 5. Achieve an optimal event calendar 6. Achieve a superior community and guest experience Revisit and revise as the community evolves and action steps are completed. Categories of Special Events 8 Town of Vail | CSE | September 4, 2013 1.Take place over a period of several days, or several weeks 2.Attract destination visitors from outside the region, and continue to be a strong stimulus for the lodging, restaurant and retail community 3.Nationally or internationally recognized competitions or cultural events that are representative of the Vail brand as a world-class destination 4.Leverage community contributions with major sponsorships 5.Require a large number of volunteers and significant community support Role of the CSE: Review, evaluate economic impacts and potential, facilitate and recommend Signature Events Categories of Special Events 9 Town of Vail | CSE | September 4, 2013 1.Attract destination guests for the duration of the event 2.Provide benefit to the lodging and restaurant community 3.Turnkey: the Town’s role is that of a host site 4.Capitalize on infrastructure that might otherwise be under-utilized Role of the CSE: Partner with the community, recruit, evaluate economic impacts and potential, provide sponsorship and/or site fees where necessary, facilitate, review Participatory Events Categories of Special Events 10 Town of Vail | CSE | September 4, 2013 1.Contribute to higher Net Promoter Score (NPS) by providing entertainment, activities and street vitality for guests who are already here, or who might come into town for an afternoon or an evening 2.Attract visitors from within the region or the Front Range 3.Help to keep people in town longer than they might otherwise stay 4.Contribute to Vail’s image as a place where there is always something fun to do Role of the CSE: Communicate and partner with the business community, develop concepts, encourage sponsorship development, provide funding where necessary, evaluate economic contributions, review Ambient Events Categories of Special Events 11 Town of Vail | CSE | September 4, 2013 1.Create a venue to celebrate major holidays and important community events, and to preserve the heritage and traditions of our community 2.Provide for a better quality of life for residents: i.e. make people happy 3.Bring “neighbors” into town (Summit County, down-valley) 4.Do not have a strong ability to attract major sponsors and/or do not provide opportunity for additional revenue sources to the event producer or measurable economic contributions to the Town of Vail Role of the CSE: Facilitate, work with community organizations, contract for event production where necessary, evaluate and review Community Events Strategy Givens 12 Town of Vail | CSE | September 4, 2013 •Special events contribute to guest satisfaction, increased spending and sense of community. •Event funding decisions will be made in alignment with the strategies supported by the Vail Local Marketing District (VLMD). •Cooperation and communication with other community organizations are essential to the success of the CSE’s program. •Events that receive funding from the CSE must be compatible with the Vail Brand and be of a quality commensurate with Vail’s image as a world-class resort. •The use of measurable criteria in event selection, funding and evaluation is critical to ensuring progress. •A single point of contact is required to support special event producers. Strategy Givens (continued) 13 Town of Vail | CSE | September 4, 2013 The CSE is part of the Town of Vail’s Economic Development Office and relies on the Town Council to provide: •Policy Direction •Consistent Special Events Funding •Proactive Development of Appropriate Special Event Venues •Town of Vail Staff support for Special Events as required Every significant event destination allocates resources to the administration, ongoing support and recruiting of special events. Research has proven that Special Events generate additional sales tax revenues in the Town of Vail. Strategic Fundamentals 14 Town of Vail | CSE | September 4, 2013 The CSE will encourage and recruit independent event organizers to produce events in Vail by acting in a supporting role to provide seed funding for the development of new events, as well as consistent funding for existing events that continue to contribute to the economic vitality of the community. Score Card Event funding applications will be evaluated using following weighted criteria: 15 Town of Vail | CSE | September 4, 2013 Criteria Rating Potential To : •Increase Room Nights •Out of Region, Destination Guests 0-10 •Regional and Front Range Guests 0-10 •Increase Sales Tax Revenue 0-10 •Drive Group Business 0-5 Brand Fit: Supports the key brand message of world-class outdoor recreation, culture and well-being & brings it to life experientially 0-10 Timing: Contribution to an optimal calendar of events – maximize high traffic periods & optimize off peak opportunities vs. occupancy opportunities and TOV available assets, both human and capital 0-5 (Continued) Score Card (continued) Evaluated based on the following weighted criteria: 16 Town of Vail | CSE | September 4, 2013 Criteria Rating Demo Fit: Optimize visitor mix 0-10 Growth: •Continuously deliver fresh content 0-10 •Leveraged media exposure and sponsorship support 0-10 Producer Qualifications: Expertise, local knowledge and resources to sustain the event in a manner compatible with the Vail brand 0-10 Marketing Strength 0-10 Maximum total score: 100 Event Review and Accountability 17 Town of Vail | CSE | September 4, 2013 It continues to be the job of the CSE to eliminate events not performing as expected while continuing to develop and assist performing events and seek out new events that support the Vail brand. Work cooperatively with event producers to ensure that there will be adequate funding and resources to sustain those events that support the CSE’s criteria into the future and continue to bring the brand to life in exciting and unexpected ways. In keeping with the public trust and economic realities, every event investment will be held to a high level of accountability. A post- event recap will be expected from each event receiving public funding and will be publicly reviewed by the CSE. Measuring Progress 18 Town of Vail | CSE | September 4, 2013 •Did each event investment increase Vail’s economic performance? •Are event investments being fully leveraged to increase both revenue and marketing reach? •Are we consistently achieving more impact with public resources? •Do these events contribute to a strong sense of community and better quality of life? The CSE will… 19 Town of Vail | CSE | September 4, 2013 Provide a balanced, year round calendar of events appealing to residents and guests of diverse interests by: •Attracting and developing events that enhance and contribute to Vail’s world-class reputation •Dedicating resources to recruit and develop new events •Attracting and supporting participant events •Actively encouraging activation of events to create an expanded presence throughout the community and stimulate the participation of the merchants, restaurants and bars, and lodges •Encouraging producers to provide free entertainment as part of their events •Developing community events that will enhance the experience of Vail’s guests and residents, as well as become effective marketing tools The CSE will… (continued) Community Benefits 20 Town of Vail | CSE | September 4, 2013 Ensure that the community benefits are commensurate with the investment of public funds by: •Following objective event selection, funding and evaluation criteria •Developing critical success measurements. In coordination with VLMD and appropriate research vendors, tools will be developed to measure: Increased sales and lodging tax collections Improved occupancy rates Impact from direct event spending Quantifiable marketing benefits Net Promoter Score (NPS) •Contributions to sense of community: Does the event improve the quality of experience for guests and residents? Does it pull down-valley residents into Vail? Does it make people happy? The CSE will… (continued) Communication, Cooperation and Coordination 21 Town of Vail | CSE | September 4, 2013 •Provide complete and accurate information with regard to the calendar of special events •Communicate with the local business community, the Vail Chamber and Business Association (VCBA), the Lionshead Merchant Association, the Vail Restaurant Group, the Vail Valley Partnership (VVP) and the Vail Recreation District (VRD) to ensure that the events funded by the CSE have a positive impact on the local economy •Maintain biannual meetings with the VLMDAC, ERC and the VEAC and continue to work cooperatively to align special events and marketing programs. •Ensure that event investments are closely coordinated with the economic needs of the community as recommended by the VEAC and with the broader marketing objectives identified by the VLMD •Maintain coordination and communication between the ERC, VRD, Vail Resorts and CSE •Encourage a culture within the TOV that welcomes special events and provides a “can do” attitude of cooperation between TOV Departments, Event Promoters and local businesses The CSE will… (continued) Alignment with Town Council Mission and Goals 22 Town of Vail | CSE | September 4, 2013 •Green Events: Encourage environmentally sustainable event practices •Advocate for the development and improvement of venues and facilities for Special Events within the TOV. •Maintain the status of Vail as the model among mountain resort communities with respect to the development and implementation of a special events strategy delivering significant economic benefits. •Continue to prove to the Town Council that Special Events are a revenue provider for the Town, not an expense, while simultaneously making Vail a more vibrant place to live work and play by delivering exceptional experiences and an abundance of recreational, cultural and educational opportunities to our guests and residents. Commission on Special Events 23 Town of Vail | CSE | September 4, 2013 revised 11/12/13 SRN Event:Producing Entity:Proposed Location:2014 Dates: 2014 Funds Requested: 2013 Funds received Grid Score 2014 Funding Allocated Go Pro Mountain Games Vail Valley Foundation International Bridge, Checkpoint Charlie, Golden Peak, Mountain Plaza, BAD ASS DASH at LH June 5-8 $110,000 $100,000 550 $100,000 Vail Lacrosse Shootout , & Colorado corporation d/b/a International Lacrosse Promotions Vail Athletic Field, Vail Mtn School, Donovan Park June 29 - July 6 $20,000 $13,000 481 $15,000 Gourmet on Gore Highline Vail Village Aug 29 - Sept 1 $75,000 $50,000 470 $45,000 Vail Snow Daze Highline Ford Park, Vail Village and Lionshead Dec - specific TBD $100,000 $50,000 469 $45,000 KEEN Kids Adventure Race Vail Recreation District Mtn Plaza, Vail Mtn, Vail Village, Golden Peak, Ford Park, Solaris Plaza, Lionshead Aug 7-10 $55,000 $25,000 462 $35,300 The America Cup Fly Fishing Tournament John Knight Vail casting competition. Vail lodging. Vail party. Event on county rivers Sept 9-14 $10,000 $5,000 459 $8,500 Kick It 3v3 Soccer "Vail Super Regional"North American Sports Group WECMRD Fields at Edwards (1 year only due to Ford Park Construction)July 26-28 $40,000 $40,000 458 $40,000 Spring Back to Vail Highline Vail Village & Lionshead Mountain base areas, Ford Park & potentially Vail Village April 7-12, 20 $100,000 $37,500 455 $35,000 Taste of Vail Angela Mueller Vail Mountain, Gore Creek Dr, Meadow Dr., LH, Marriott, and restaurants/lodging April 2-5 $70,000 $30,000 453 $37,500 Vail-Beaver Creek Restaurant Week Group 970 Vail Restaurants and Lodges Sept 26 - Oct 5 $14,000 $21,500 451 $14,000 Vail Living Well Summit DiscoverWell: CSE recommends Council Funding at $35,000 as part of Life Long Learning Category Sonnenalp Hotel/All activities within the Town of Vail Sept 11-13 $35,000 $25,000 441 $0 Feast! Vail Highline Vail Village and/or Lionshead Village May 23-36 $100,000 $85,000 437 $85,000 Vail America Days Highline Vail Village and Lionshead July 4-5 $120,000 $40,000 436 $70,000 Vail Rocks Love Hope Strength Solaris Plaza, Vail Mtn Aug 15-17 $30,000 $25,000 433 $25,000 King of the Mountain Volleyball Leon Fell Vail Athletic Field, Eagle-Vail Soccer/Softball fields June 13-15 $45,000 $25,600 427 $15,000 Oktoberfest Highline Vail Village & Lionshead Sept 5-7 & 12-14,$85,000 $45,000 425 $42,500 Vail Farmers’ Market and Art Show Meadow Drive Partnership/Vail Farmers’ Market Meadow Drive: Vail Road to Covered Bridge; West side of Willow Bridge Road June 15th- October 5th (17 Sundays)$60,000 $35,000 424 $35,000 Vail Film Festival Colorado Film Festival Hotels & screening venues Mar 27-30 $85,000 $40,000 419 $35,000 Pink Vail Vail Valley Medical Center Arrabelle, Lionshead Base, Vail Mtn 5-Apr $25,000 $10,000 417 $10,000 Vail Kids Adventure Club in Lionshead Blue Creek Productions Arabelle Ice Rink, LH Kids playground/fountain, LH Ski Yard , , ; y 5, 12, 19, 26; August 2, 9 (9 Sats)$20,000 $20,000 416 $20,000 Colorado Grand LH Merchants Enhancements LH Merchants: Producer TBD LH Mall, Vail Square at Arrabelle Sept. 7-12 $14,150 $4,000 415 $5,000 Vail Summer Bluegrass Concert Series Lakeside Stride LLC: NEW EVENT- CSE Request for Council funding of $80,000 for this Wed. night concert series Lionshead : Vail Square @ Arrabelle Weds: July 2, 16, 30; Aug 13, 27 (5)$80,000 $0 411 $0 Colorado Grand Finish Line and Concours Tom Horan Lionshead Mall, Vail Square at Arrabelle Sept 11-12 $5,000 $2,000 409 $2,500 Noram Cup Ski and Snowboard Club Vail Vail Mountain Feb. 20-23 $3,000 $2,000 408 $2,000 Big Beers, Belgians & Barleywines Festival Laura Lodge Vail Cascade, Manor Vail Jan 9-11 $50,000 $0 391 $10,000 Vail NYE Highline Dobson 31-Dec $20,000 $10,000 388 $7,500 Vail Automotive Classic Doug Landin Gore Creek Drive, Bridge Street, Mtn Plaza 7-Sep $2,500 $1,000 386 $2,000 Resurrection Fighting Alliance Alliance Media Group LLC Dobson or Lionshead Mall Flexible $51,500 $0 382 $0 Vail HoliDaze Highline Vail Village and Lionshead Dec 16-22, 31 $90,000 $71,500 379 $55,000 Vertical Express Can Do Multiple Sclerosis Vail Mountain Feb 7-8 $5,000 $0 367 $1,000 Lionshead Fall Wine Festival Eagle Valley Events Inc Arrabelle at Vail Square and Lionshead Mall Sept 26-27 $30,000 $0 364 $20,000 Vail Culinary Demonstrations Group 970 Lionshead Village, Eagle Bahn Gondola Lawn June 27-Sept 27 (Fri & Sats)$60,000 $0 355 $0 Vail Whitewater Race Series Alpine Quest Sports LLC Vail Village Covered & International Bridges May 14 - June 11 (5 Tuesdays)$8,000 $4,000 352 $5,000 Vail Arts Festival Eagle Valley Events Inc Lionshead Mall; Arrabelle at Vail Square and Gondola Ski Yard June 27-29 $10,000 $10,000 345 $10,000 Vail Valor Races; Valor Running & Fitness Expo Speckled Hound Consulting , , g, Mountain House; Golden Peak/Larkspur (dog). Based on May 25-26 $53,500 $0 336 $10,000 Vail Soul Music Fest Rhonda Jackson Sams Ford Amp, Solaris, Lower Bench, Terra Bistro & Bars/Restaurants Aug 15-17 $85,000 $0 332 $0 Ultra Race of Champions Bad to the Bone LLC Tentative options: Mtn Plaza, Lionshead, Arrabelle Square Sept 26-27 $75,000 $0 309 $0 Tour of Vail Dieter Drake Vail Village Jun 13-15 $75,000 $0 305 $0 Holiday Events in Lionshead Eagle Valley Events Inc Arrabelle at Vail Square and Lionshead Mall Nov 28 - Dec 14 $35,000 $0 293 $0 Valentine's Moonlight Snow Shoe Vail Valley Charitable Fund Vail Square, Arrabelle, Vail Mtn 14-Feb $2,000 $0 279 $500 Colorado Craft Celebration Colorado Events Lionshead Mall, Vail Square at Arrabelle Aug. 23-24 $5,000 $0 254 $0 Howard Alan Events Arts Festival Howard Alan Events Lionshead Mall and Arrabelle June 28-29 or July 5- 6 or Aug 16-17 $0 $0 224 $0 TOTAL:$1,958,650 $843,300 CSE Funds Remaining:$0 Special Event Funding Available: $843,400 CSE Funding Allocations for 2014 Special Events: Sorted by Grid Score Result ATTACHMENT C revised 11/12/13 SRN *Blue filled line indicates funded event w/presence in Lionshead Event:Producing Entity:Proposed Location:2014 Dates: Start Date: 2014 Funds Requested: 2013 Funds received Grid Score 2014 Funding Allocated Big Beers, Belgians & Barleywines Festival Laura Lodge Vail Cascade, Manor Vail Jan 9-11 9-Jan $50,000 $0 391 $10,000 Vertical Express Can Do Multiple Sclerosis Vail Mountain Feb 7-8 7-Feb $5,000 $0 367 $1,000 Valentine's Moonlight Snow Shoe Vail Valley Charitable Fund Vail Square, Arrabelle, Vail Mtn 14-Feb 14-Feb $2,000 $0 279 $500 Noram Cup Ski and Snowboard Club Vail Vail Mountain Feb. 20-23 20-Feb $3,000 $2,000 408 $2,000 Vail Film Festival Colorado Film Festival Hotels & screening venues Mar 27-30 27-Mar $85,000 $40,000 419 $35,000 Taste of Vail Angela Mueller Vail Mountain, Gore Creek Dr, Meadow Dr., LH, Marriott, and restaurants/lodging April 2-5 2-Apr $70,000 $30,000 453 $37,500 Pink Vail Vail Valley Medical Center Arrabelle, Lionshead Base, Vail Mtn 5-Apr 5-Apr $25,000 $10,000 417 $10,000 Spring Back to Vail Highline Vail Village & Lionshead Mountain base areas, Ford Park & potentially Vail Village April 7-12, 20 7-Apr $100,000 $37,500 455 $35,000 Vail Whitewater Race Series Alpine Quest Sports LLC Vail Village Covered & International Bridges May 14 - June 11 (5 Tuesdays)14-May $8,000 $4,000 352 $5,000 Feast! Vail Highline Vail Village and/or Lionshead Village May 23-36 23-May $100,000 $85,000 437 $85,000 Vail Valor Races; Valor Running & Fitness Expo Speckled Hound Consulting Tentative: Manor Vail, Solaris, Vail Mountain Lodge, Mountain House; Golden Peak/Larkspur (dog). Based on Feast! Vail venues May 25-26 25-May $53,500 $0 336 $10,000 Go Pro Mountain Games Vail Valley Foundation International Bridge, Checkpoint Charlie, Golden Peak, Mountain Plaza, BAD ASS DASH at LH June 5-8 5-Jun $110,000 $100,000 550 $100,000 King of the Mountain Volleyball Leon Fell Vail Athletic Field, Eagle-Vail Soccer/Softball fields June 13-15 13-Jun $45,000 $25,600 427 $15,000 Tour of Vail Dieter Drake Vail Village Jun 13-15 13-Jun $75,000 $0 305 $0 Vail Kids Adventure Club in Lionshead Blue Creek Productions Arabelle Ice Rink, LH Kids playground/fountain, LH Ski Yard , , ; y 5, 12, 19, 26; August 2, 9 (9 Sats)14-Jun $20,000 $20,000 416 $20,000 Vail Farmers’ Market and Art Show Meadow Drive Partnership/Vail Farmers’ Market Meadow Drive: Vail Road to Covered Bridge; West side of Willow Bridge Road June 15th- October 5th (17 Sundays)15-Jun $60,000 $35,000 424 $35,000 Vail Culinary Demonstrations Group 970 Lionshead Village, Eagle Bahn Gondola Lawn June 27-Sept 27 (Fri & Sats)27-Jun $60,000 $0 355 $0 Vail Arts Festival Eagle Valley Events Inc Lionshead Mall; Arrabelle at Vail Square and Gondola Ski Yard June 27-29 27-Jun $10,000 $10,000 345 $10,000 Howard Alan Events Arts Festival Howard Alan Events Lionshead Mall and Arrabelle June 28-29 or July 5- 6 or Aug 16-17 28-Jun $0 $0 224 $0 Vail Lacrosse Shootout , & Colorado corporation d/b/a International Lacrosse Promotions Vail Athletic Field, Vail Mtn School, Donovan Park June 29 - July 6 29-Jun $20,000 $13,000 481 $15,000 Vail Summer Bluegrass Concert Series Lakeside Stride LLC: NEW EVENT- CSE Request for Council funding of $80,000 for this Wed. night concert series Lionshead : Vail Square @ Arrabelle Weds: July 2, 16, 30; Aug 13, 27 (5)2-Jul $80,000 $0 411 $0 Vail America Days Highline Vail Village and Lionshead July 4-5 4-Jul $120,000 $40,000 436 $70,000 Kick It 3v3 Soccer "Vail Super Regional"North American Sports Group WECMRD Fields at Edwards (1 year only due to Ford Park Construction)July 26-28 26-Jul $40,000 $40,000 458 $40,000 KEEN Kids Adventure Race Vail Recreation District Mtn Plaza, Vail Mtn, Vail Village, Golden Peak, Ford Park, Solaris Plaza, Lionshead Aug 7-10 7-Aug $55,000 $25,000 462 $35,300 Vail Rocks Love Hope Strength Solaris Plaza, Vail Mtn Aug 15-17 15-Aug $30,000 $25,000 433 $25,000 Vail Soul Music Fest Rhonda Jackson Sams Ford Amp, Solaris, Lower Bench, Terra Bistro & Bars/Restaurants Aug 15-17 15-Aug $85,000 $0 332 $0 Colorado Craft Celebration Colorado Events Lionshead Mall, Vail Square at Arrabelle Aug. 23-24 23-Aug $5,000 $0 254 $0 Gourmet on Gore Highline Vail Village Aug 29 - Sept 1 29-Aug $75,000 $50,000 470 $45,000 Oktoberfest Highline Vail Village & Lionshead Sept 5-7 & 12-14,5-Sep $85,000 $45,000 425 $42,500 Colorado Grand LH Merchants Enhancements LH Merchants: Producer TBD LH Mall, Vail Square at Arrabelle Sept. 7-12 7-Sep $14,150 $4,000 415 $5,000 Vail Automotive Classic Doug Landin Gore Creek Drive, Bridge Street, Mtn Plaza 7-Sep 7-Sep $2,500 $1,000 386 $2,000 The America Cup Fly Fishing Tournament John Knight Vail casting competition. Vail lodging. Vail party. Event on county rivers Sept 9-14 9-Sep $10,000 $5,000 459 $8,500 Vail Living Well Summit DiscoverWell: CSE recommends Council Funding at $35,000 as part of Life Long Learning Category Sonnenalp Hotel/All activities within the Town of Vail Sept 11-13 11-Sep $35,000 $25,000 441 $0 Colorado Grand Finish Line and Concours Tom Horan Lionshead Mall, Vail Square at Arrabelle Sept 11-12 11-Sep $5,000 $2,000 409 $2,500 Vail-Beaver Creek Restaurant Week Group 970 Vail Restaurants and Lodges Sept 26 - Oct 5 26-Sep $14,000 $21,500 451 $14,000 Lionshead Fall Wine Festival Eagle Valley Events Inc Arrabelle at Vail Square and Lionshead Mall Sept 26-27 26-Sep $30,000 $0 364 $20,000 Ultra Race of Champions Bad to the Bone LLC Tentative options: Mtn Plaza, Lionshead, Arrabelle Square Sept 26-27 26-Sep $75,000 $0 309 $0 Holiday Events in Lionshead Eagle Valley Events Inc Arrabelle at Vail Square and Lionshead Mall Nov 28 - Dec 14 28-Nov $35,000 $0 293 $0 Vail HoliDaze Highline Vail Village and Lionshead Dec 16-22, 31 16-Dec $90,000 $71,500 379 $55,000 Vail NYE Highline Dobson 31-Dec 31-Dec $20,000 $10,000 388 $7,500 Vail Snow Daze Highline Ford Park, Vail Village and Lionshead Dec - specific TBD TBD $100,000 $50,000 469 $45,000 Resurrection Fighting Alliance Alliance Media Group LLC Dobson or Lionshead Mall Flexible TBD $51,500 $0 382 $0 TOTAL:$1,958,650 $843,300 CSE Funds Remaining:$0 CSE Funding Allocations for 2014 Special Events: For Council Review - Sorted by Start Date ATTACHMENT C.1. Special Event Funding Available: $843,400 JA N F E B M A R A P R M A Y J U N E J U L Y A U G SE P T O C T N O V D E C Go P r o Mo u n t a i n Ga m e s Ta s t e o f V a i l + Debu t o f R o s e Va i l La cr o s s e Sh o o t o u t Va i l A r t s Fest i v a l Ki n g M t n Vo l l e y b a l l Go u r m e t On G o r e Snow Daze Holidaze Br a v o ! B r a v o ! Da nc e Fe s t i v a l Am e r i c a Da y s 3x 3 So c c e r Ki d s Adve n t u r e Ra c e Wh i t e W a t e r Race S e r i e s Ok t o b e r f e s t L H & VV Au t o m o t i v e Clas s i c CO G r a n d Li v i n g W e l l Summ i t Am e r i c a Cup F l y Fi s h i n g Va i l F a r m e r s ’ M a r k e t a n d A r t S h o w F a r m e r ’ s M a r k e t Vail K i d s A d v e n t u r e C l u b i n L H Vail-BC Restaurant Week Ho t S u m m e r N t s . H o t S u m m e r N t s . 20 1 4 V a i l C a l e n d a r o f P u b l i c l y F u n d e d E v e n t s Va i l F i l m Fest i v a l Sp r i n g Back T o Va i l Va i l J a z z F e s t i v a l V a i l J a z z F e s t i v a l Vail Ro c k s ! NYE Vail Pi n k Vail FE A S T ! Bu r t o n U S Open US A P r o Ch a l l e n g e Va l o r Race s Bi g Be e r s Fe s t i v a l LH F a l l Wi n e Fe s t i v a l Va l e n t i n e ’ s Moon l i g h t Sn o w S h o e Ve r t i c a l Ex p r e s s No r a m Cu p Va i l S u m m e r B l u e g r a s s Conc e r t S e r i e s i n L H KE Y : Ti e r 1 ( s i g n a t u r e e v e n t s , ) Ti e r 2 ( d e v e l o p i n g ) , Ti e r 3 ( c o m m u n i t y e v e n t s o r r e c e i v i n g < $ 1 0 K i n f u n d ing) ATTACHMENTC.2. ATTACHMENT C.3. COMMISSION ON SPECIAL EVENTS Event Recruitment Score Card – Revised 11/05/12 Criteria Rating Does The Event Have Potential To: Increase Room Nights 0-20 Increase Sales & Lodging Revenue 0-10 Drive Group Business 0-5 Brand Fit Is the event aligned with the Vail brand and 0-10 does it bring it to life experientially on its key dimensions: 1) Physical vitality 2) Cultural vitality 3) Emotional vitality (additional weight will potentially be given to those events that begin to articulate Vail's strategic objective of developing the notion of Health & Wellness) Timing How well does it help achieve an optimal 0-5 calendar of events against occupancy opportunity and Town of Vail available assets (human and capital) Demo Fit Does it help optimize visitor mix 0-10 - In-state over night guests - Destination visitors - International Growth How well will it perform financially - Revenue 0-10 - Leveraged media exposure 0-10 Producer Qualifications Expertise, local knowledge, ability to financially leverage 0-10 Marketing Strength How effectively will it be marketed 0-10 Total 100 CSE/TOV RFP for 2014 Special Events Page 1 VAIL LIVING WELL SUMMIT September 11-13, 2014 CSE Application for Funding 2014 Produced by CSE/TOV RFP for 2014 Special Events Page 2 October 21, 2013 Thank you to the CSE and the Town of Vail for making the Vail Living Well Summit a success this year. We, along with our partner, Johannes Faessler and his team at the Sonnenalp Hotel sincerely appreciate your passion for helping Vail destination guests experience new ways to live a healthier life. Together, we can make a difference, and bring back what we all learned to our families, friends, workplace and communities. Our goal for the Summit is to help activate the knowledge and ability for all to live longer and live well. We need your support again this year to enhance our marketing efforts and continue attracting people to Vail for this meaningful event. Thank you in advance, John & Jamie Stone CSE/TOV RFP for 2014 Special Events Page 3 VAIL COMMISSION ON SPECIAL EVENTS 2014 EVENT FUNDING APPLICATION  NAME OF EVENT: Vail Living Well Summit  PROPOSED DATE(S) : September 11-13, 2014  AMOUNT OF CASH FUNDING REQUESTED: $35,000  PRODUCING ENTITY: DiscoverWell 1. President or Executive Director’s Name: Jamie Stone, President 2. Name and Title of Person Completing the Application: John Stone, Managing Director 3. Business Address:  Physical Address: 30 Mustang Rd. Edwards, CO 81632  Mailing Address: PO Box 2855 Edwards, CO 81632 4. Contact Info: • Telephone: Main: 508-395-5473  Cell: 508-395-5473  Fax: 970-926-2480 • E-Mail Address: john@discoverwell.org 5. Event and/or Organization WEBSITE: www.vaillivingwell.org 6. Number of years your organization has been in business: 1 CSE/TOV RFP for 2014 Special Events Page 4 7. Mission Statement: Our mission is to bring together thought leaders, researchers, doctors, corporate leaders, community leaders, athletes, health conscious individuals and influencers to activate health and well-being by taking what they learn, share, and experience, back to their spheres of influence. Through connections made, knowledge and experiences shared, and engagement in all of the major aspects of health and well-being, the Vail Living Well Summit, and the Vail Living Well Experiences will help to activate health and well-being throughout the country. It will also help position Vail as a destination in health and well-being, and further the vision of Colorado being the nation’s model as the healthiest state. 8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit* • X Non-Profit, or Not-for-Profit (501C-6) organization If applicable, please attach current State Department of Revenue Certificate with this application. (IRS has not made the tax exempt determination due to the slowdown in processing) • Does the Event benefit a charity? If yes, please name the beneficiary: DiscoverWell has a charitable component to the Vail Living Well Summit in the form of a scholarship program benefiting individuals in the Health & Well-Being industry who cannot afford the ticket price, but by attending, will bring back what they have learned and experienced to their businesses, schools and communities.  EVENT DESCRIPTION: 1. (Contact information that may be useful if provided in “Attachment D”) Detailed description of the event and its activities. If the event will have a culinary component, please include feedback from the Vail Restaurant Group. The Vail Living Well Summit convenes nationally and internationally renowned researchers, doctors, pro athletes, influencers, health focused scholarship recipients, and health conscious individuals focusing on all evidence-based, preventative aspects of health and well-being. Covered topics include, fitness, nutrition, cognitive health, stress and longevity, heart health, sleep health, integrative medicine and personal health assessments. The Summit provides a unique atmosphere of engagement, access, sharing, connecting, experiencing, learning, interacting, and having fun, through small group sessions in the beauty of Vail. CSE/TOV RFP for 2014 Special Events Page 5 2. Where will the event be located within the Town of Vail? Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary venues. All event activities will be located in the Town of Vail. The host hotel and co- producer of the event is the Sonnenalp Hotel. Additional venues include: 1. Four Seasons Resort 2. Sebastian Hotel 3. Vail Mountain Lodge 4. Vitality Center 5. Steadman Philippon Research Institute 6. Solaris Grass 7. Sweet Basil 8. Terra Bistro 9. LaTour 10. Ludwigs (All listed entities are existing venues and will be approached after Jan. 1, 2014) 3. W ill any portion of the event take place outside of the Town of Vail? If yes, please explain. No part of the event takes place outside of Vail 4. Are additional in-kind services being requested 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 (both for event production support vehicles and attendees), 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.) The funding request is for marketing the event, so no in-kind additional services are requested. 5. Is this a new or existing event? If existing, please describe the location(s) of the event in previous years and the number of years it has been produced. The Vail Living Well Summit has been produced for 2 years. The Sonnenalp Hotel has been the center for indoor activities, and several other hotels including the Four Seasons, Sebastian and the Vail Mountain Lodge have hosted venue locations. Outdoor venues include the grass at Solaris, trails on Vail Mountain and the base of Gondola One. CSE/TOV RFP for 2014 Special Events Page 6 6. People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: Presenters: pro athletes, researchers, doctors, scientists: 35 • Number of volunteers needed: Volunteers: 25 • Number of event staff: Event staff: 8 • Total Number of spectators/attendees anticipated and estimate: Attendees: total including sessions open to the general public – 500 Attendees participating in all-inclusive 2 ½ day program – 120 (Based on 2013 percentages) *Local – 35% *In-State (non-local) – 25% *Out of State – 35% *International – 5% 7. Description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. W hat return on investment (ROI) should the Town of Vail expect? Each year as the Summit gains greater exposure, the mission to make Vail the destination where the top minds in all aspects of health and well-being convene, along with health conscious individuals and influencers, elevates Vail toward its vision of having health and well-being be a strong economic driver for sustainable growth, and strengthens its brand position “for passionate mountain travelers and outdoor enthusiasts who aspire to live life at its fullest”. *Estimated incremental room nights: 125 *Increased spending: $150,000 CSE/TOV RFP for 2014 Special Events Page 7  BUDGET: 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses, as well as the amount to be dedicated to marketing efforts. (attached) 2. What % of the total event budget is the CSE being asked to fund? 16% 3. Describe briefly how you will use the funds that you are requesting from the CSE. To successfully bring in incremental ‘heads in beds’ for 2014, we need to market outside the Vail Valley and hit the top markets where Vail destination guests live. This requires substantial marketing dollars and all funds from the CSE will be focused on this effort. 4. Should the CSE decide not to support this event, will it still occur? Yes, the event will be produced, but with limited marketing dollars 5. What is the $ amount of sponsorships from alternative sources reflected in the event budget? $100,000 6. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) 36% 7. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years beyond 2014? We want to establish Vail as the premier destination for Health & Well-Being, so the event will always be held in Vail. 8. 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, please explain how you intend to grow the event and indicate what %, if any, of the total event budget you anticipate requesting next year. As we grow the event to bring in more attendees from beyond the Vail Valley, funds will be needed for marketing, marquee presenters and infrastructure. Percent of the following year’s budget would be between 10% and 15%. CSE/TOV RFP for 2014 Special Events Page 8  MARKETING: 1. Please provide a detailed description of your marketing plan and indicate how the budget will support the program. (Marketing Plan attached) 2. Explanation of potential for sponsorships and media exposure. Corporate sponsorship drive is underway to leverage existing sponsors and attract new potential sponsors. We have established a corporate sponsor coop program set up as an employee benefit, as well as professional development , to engage sponsors in a meaningful activation process. Solid media attendance at the 2013 Summit by Associated Press journalists including one-on-one interviews with Joe Montana and Natalie Morales, position Vail Living Well as a credible health & well-being news source going into the 2014 Summit. Five 2013 Newswire press releases garnered 4,913,305 impressions. Articles have also appeared in the Huffington Post, Denver Life Magazine, 5280, Vail Beaver Creek Magazine, Vail Luxury, Vail Daily, and the Daily Weekly. Extensive exposure through the Colorado Tourism Office including personal presentations in Houston, Dallas, St. Louis and Minneapolis. 3. Specify any marketing support you are requesting.  Inclusion in any Town of Vail marketing campaign regarding Health & Well-being  Inclusion in media trips promoting Vail and Vail’s brand message  Inclusion on Town website calendars 4. Name, telephone number and email addresses of your PR and marketing contacts. Peeples Ink - (970) 845-8525 Jens@peeplesink.com CSE/TOV RFP for 2014 Special Events Page 9 CSE/TOV RFP for 2014 Special Events Page 10 DEPARTMENT OF THE TREASURY INTERNAL REVENUE SERVICE CINCINNATI OH 45999-0023 Date of this notice: 10-12-2012 Employer Identification Number: 46-1173403 Form: SS-4 Number of this notice: CP 575 A DISCOVERWELL PO BOX 2855 EDWARDS, CO 81632 For assistance you may call us at: 1-800-829-4933 WE ASSIGNED YOU AN EMPLOYER IDENTIFICATION NUMBER Thank you for applying for an Employer Identification Number (EIN). We assigned you EIN 46-1173403. This EIN will identify you, your business accounts, tax returns, and documents, even if you have no employees. Please keep this notice in your permanent records. When filing tax documents, payments, and related correspondence, it is very important that you use your EIN and complete name and address exactly as shown above. Any variation may cause a delay in processing, result in incorrect information in your account, or even cause you to be assigned more than one EIN. If the information is not correct as shown above, please make the correction using the attached tear off stub and return it to us. Based on the information received from you or your representative, you must file the following form(s) by the date(s) shown. Form 1120 03/15/2013 If you have questions about the form(s) or the due date(s) shown, you can call us at the phone number or write to us at the address shown at the top of this notice. If you need help in determining your annual accounting period (tax year), see Publication 538, Accounting Periods and Methods. We assigned you a tax classification based on information obtained from you or your representative. It is not a legal determination of your tax classification, and is not binding on the IRS. If you want a legal determination of your tax classification, you may request a private letter ruling from the IRS under the guidelines in Revenue Procedure 2004-1, 2004-1 I.R.B. 1 (or superseding Revenue Procedure for the year at issue). Note: Certain tax classification elections can be requested by filing Form 8832, Entity Classification Election. See Form 8832 and its instructions for additional information. IMPORTANT INFORMATION FOR S CORPORATION ELECTION: If you intend to elect to file your return as a small business corporation, an election to file a Form 1120-S must be made within certain timeframes and the corporation must meet certain tests. All of this information is included in the instructions for Form 2553, Election by a Small Business Corporation. CSE/TOV RFP for 2014 Special Events Page 11 Vail Living Well Summit 2014 Marketing Plan I. Branding – Public Relations 1. Extend media exposure with national outreach 2. Focus for 2014 – create a health and well-being destination in Vail 3. Deliver vision and mission message 4. Meet personally with sponsors for their continued support of the program 5. Expand exposure on Social Media sites to attest to uniqueness and “life changing” nature of event 6. Personal phone calls followed up with emails to attendees, speakers to discuss the program and register people early II. Keep website fresh with current news and new videos - Add new videos taken from 2013 event - Testimonials - Provide early registration - Contact info for follow up - Improve ease of use and ability to get information III. Database and invitation list - Maintain and add to existing prospect database lists - Maintain relationships with attendees and presenters through ongoing Newsletters regarding programming, current news and health & well-being information. IV. Develop and continue to identify community newsletters which are sent to target audience. Arrange for Vail Living Well event info inclusion, and provide info to appropriate contact. 1. 8 VR private clubs 2. Board of Realtors realtor network 3. Rotaries 4. Hotels and condos which attract target audience 5. Locate lists in Denver through personal networks 6. Hotels and Condos CSE/TOV RFP for 2014 Special Events Page 12 V. Media Press Releases 1. Press releases as event nears Write attention getting releases regarding newsworthy presenters and attendees which will assure getting picked up by notable publications and internet news sites (e.g. Huffington Post and Mashable.Com) 2. Identify and contact national magazine editors which cater to target market regarding feature stories based on the success of the Summit : Cooking Light Shape Women’s Health Men’s Health Denver Magazine 5280 Vail Beaver Creek Magazine Vail Magazine Outside Magazine - Provide Press Passes to key media during event to get coverage during event - Provide VIP passes to people of influence (can help with keynote and newsworthy presenters or attendees) TV 1. Continue talks with 9 News on relationship regarding coverage and potential sponsorship with 9 Health. 2. TV8 – Continue to work with TV8 on key interviews 3. Work on interviews with: Channel 9, Colorado, Today Show Arrange to have information on prominent local web sites: 1. www.snow.com 2. www.visitvailvalley.com 3. www.vail.com Internet Ads Expand visibility on multiple internet sites CSE/TOV RFP for 2014 Special Events Page 13 News Print – Vail Daily, Summit, Aspen, Denver Post, Boulder Roll out campaign: 1. Establish new relationships with editors from Boulder & Denver papers 2. Freelance stories 3. Select 4 or 5 speakers to do ad bios 4. Story on newsworthy keynote 5. Weekly columns regarding presenters in all papers beginning in June Social Media Facebook Page 1. Continue to manage Facebook page 2. Expand use of Twitter 3. Provide Tool Kit to presenters and sponsors for outreach to their constituencies Local Marketing Plan - Work Vail Farmers Market booth starting in July - Launch Parties at supporters homes starting in July - Presentations to local organizations and clubs. Provide with media package where appropriate and be able to register people on- site -Continue to advertise in all local publications Hotels 1. Meet with GMs to send marketing info to their client base 2. Identify what we can do now to get the word out to guests (e.g.) Flash a shot about the event on their closed circuit TV 3. Provide Media Package Work with Local Health Organizations 1. Put flyers up about the event at health clubs, wellness clinics, etc. 2. Meet with Personal Trainers and get them excited about the event 3. Get info to local doctors to recommend event to patients CSE/TOV RFP for 2014 Special Events Page 14 "Vail Living Well" Budget-2014 10/21/2013 Revenue BUDGET Publicity, Advertising, Promotion Budget Corporate Sponsors 100,000.00$ PR Firm 25,000.00$ Town of Vail funding 35,000.00$ Press Releases 5 at $400 2,000.00$ Full 2 day Ticket Sales - 80 at $950 76,000.00$ Reporter Travel Exp.1,500.00$ Corporate Sponsor Tickes - 20 @ $395 7,900.00$ Ad Development Cost 3,500.00$ One day ticket sales - 40 at $495 (no dinner) 19,800.00$ Ad Placements 15,000.00$ Friday dinner tickets - 10 at $100 1,000.00$ Invitation (production, printing, mailing)2,000.00$ Ticket Sales - Keynote - 100 at $50 5,000.00$ Credentials 300.00$ Fundraising Dinner 5,000.00$ Program Guide-development 3,000.00$ Ticket sales - General Session (2) - 100 at $35 3,500.00$ Program Guide-Printing 1,000.00$ Book Sales 1,000.00$ On-line advertising 2,000.00$ Total Cash Revenue 254,200.00$ Promo Swag 1,500.00$ Volunteer shirts - 40 @ $10 500.00$ Bike shirts-promo clothing 500.00$ Expenses Promotion Misc.1,000.00$ Contract salaries 30,000.00$ Total 58,800.00$ Legal 5,000.00$ Accounting 4,000.00$ Speaker Benefits 10,000.00$ Keynote speaker 10,000.00$ Salaries-Directors 40,000.00$ AV and Tech 11,000.00$ Publicity, Advertising, Promotion 58,800.00$ Web development 6,000.00$ Signage /Banners/Posters 1,000.00$ Air and Travel 15,000.00$ Hotel venues 2,500.00$ Meals - Speaker breakfasts (no charge)-$ Lunch - (includes both days)7,000.00$ Dinner - 1 day 12,000.00$ Breaks 5,000.00$ Opening reception 5,000.00$ VIP Cocktail Parties (2) 6,000.00$ Volunteer Meals 500.00$ Forest Service Permits 300.00$ Photography 1,500.00$ Video documentation 3,000.00$ Equipment Rentals - Bikes, etc.1,000.00$ RegistrationFees (fees included in price)5,000.00$ Books for Book Signing 800.00$ Postage, Mailing, etc.300.00$ Printing & Copying 1,000.00$ Office Supplies 1,000.00$ Credit Card Fees 1,500.00$ Travel 1,500.00$ Meals & Entertainment 2,000.00$ Insurance 300.00$ Parking - Travel 300.00$ Misc.5,000.00$ Total Expenses 253,300.00$ Total Cash Net 900.00$ CSE/TOV RFP for 2014 Special Events Page 15 2013 Survey Results Please rate your overall satisfaction with the Vail Living Well Summit Response Percent Excellent 61.5% Very Good 30.8% Good 3.8% Fair 3.8% How would you rate the process for the Summit (i.e. registration, website, staff and organization of the schedule and communication)? Response Percent Excellent 51.7% Very Good 31.0% Good 10.3% Fair 6.9% How would you rate the time frames for the sessions? Response Percent Just Right 79.3% Too Short 17.2% Too Long 3.4% How would you rate the timeframe for the entire Vail Living Well Summit? Response Percent Just Right 69.0% Too Short 20.7% Too Long 10.3% CSE/TOV RFP for 2014 Special Events Page 16 How much would you say you learned from the sessions? Response Percent More than I expected 75.0% What I expected 17.9% I expected to learn more 7.1% How did you hear about the Vail Living Well Summit? Response Percent Vail Daily Newspaper or other media 34.5% Friend/Family/Word of Mouth 62.1% E-Newsletter 0.0% The Sonnenalp 10.3% Social Media 3.4% Other 17.2% How likely are you to recommend the event to a friend or colleague? Response Percent Extremely likely 65.5% Very likely 27.6% Moderately likely 3.4% Not at all likely 3.4% How likely are you to return next year? Response Percent Extremely Likely 53.6% Very Likely 28.6% Moderately Likely 14.3% Not Likely 3.6% CSE/TOV RFP for 2014 Special Events Page 17 CSE/TOV RFP for 2014 Special Events Page 18 Scholarships DiscoverWell offers scholarships to the Vail Living Well Summit for individuals who are community leaders, up and coming health and well-being researchers and doctors, and other individuals who show passion, determination and drive to take back what they learn and experience at the Vail Living Well Summit to their spheres of influence. We reach out to our key partners, presenters and founders to nominate applicants for these scholarships. The following is an example from one of our scholarship recipients: Over seventy percent of our population is sleep-deprived because the need for sleep is something that society tends to overlook in the midst of other physiological needs. People do not realize that lack of sleep has long term effects on health, such as increased risk of hypertension, type II diabetes, obesity, cancer, and periodontal disease, as well as an impact on performance, in terms of athletics, cognition, alertness, creativity, and psychological mood. While sleep is often treated as a luxury, we must eradicate this thinking and educate society that it is a necessity. While the focus of my work with sleep thus far has been in the realms of academics, corporations and professional athletics, this issue is relevant to every segment of the population. While some may know basic information about sleep (i.e. REM versus Delta sleep), very few are aware of the essential health benefits that sleep has to offer. Research has shown that the quantity and quality of an individual’s sleep is the best predictor of lifespan, which is a pretty astounding concept considering how little the general population knows about it. A central aspect of sleep education that needs to be addressed is sleep disorder education. Even our medical programs today tend to neglect instruction on the 89 documented sleep disorders, many of which lead to serious health consequences and, in some cases, fatality. It is imperative that this issue be considered just as significant as diet and exercise in terms of general health. The deleterious consequences of sleep deprivation need to be made known to the general population. I, as a contributing member to the Vail Living Well Program, pledge to improve sleep education on an international scale. My pledge commits to raising awareness for the consequences of sleep deprivation and to promoting sleep education in the general population. This education will consist of proper sleep hygiene, the serious health consequences of deprivation, individual differences in sleep need, habits that promote good sleep and habits that disrupt it, and the symptoms, consequences and treatments for the most prevalent sleep disorders affecting our population. By raising awareness, I hope to reduce the number of illnesses, accidents, and deaths as a result of sleep-deprivation, as well as improve overall health and well-being in society. CSE/TOV RFP for 2014 Special Events Page 19 AN EYE TO THE FUTURE As we look toward the Vail Living Well Summit in 2014, we take the successes from 2013 as an established foundation for future growth. Maintaining the integrity of our model is essential. Small interactive sessions with access to the leading thought leaders in health and well-being creates our point of difference. Brainstorming is a critical component for sustaining a compelling, transformative Summit. We welcome the input from the CSE on any level to improve and promote the Summit going forward.                Vail Commission on Special  Events (CSE) 2014 Event  Funding Application: Vail  Summer Bluegrass Concert   Series          1            Name of Event: The Lionshead Merchants Association (LMA) is in support of Lakeside Stride,  LLC (of Denver) producing and promoting this concert series. We are proposing that this  concert series carry forward all of the elements that will align us in accordance with Vail’s  brand. We want to see an evolution of summer businesses. We want to appeal to those who  seek adventure in mountain towns and villages, and allow those who are somewhat more  culturally conservative the opportunity to expand their horizons. Lakeside Stride is proposing  that the Commission on Special Events (CSE) consider the name “Vail Summer Bluegrass  Concert Series” for approval as one of Vail’s premier, community ‐ and traveler‐conscious  events for 2014 and beyond. We want the opportunity to contribute to Vail continuing to be  like nothing on earth.     Proposed Dates: Lakeside Stride, LLC is proposing the Vail Summer Bluegrass Concert Series  occur bi‐weekly on Wednesdays beginning July 2, 2014. Additional dates would include: July 16,  30 and August 13, 27. The purpose of hosting this series on Wednesday evenings is to share  costs with the existing Vail Jazz efforts that occur in Vail Square on Thursdays in July and  August. We have selected to begin on July 2 in an effort to promote the July 4 holiday as a  destination weekend to locals and travelers alike. We have, however, chosen to remain flexible  in terms of proposed dates to accommodate existing events and to, of course, work within the  budgeted allotment funded by the CSE and sponsors.    Amount of Cash Funding Requested: Lakeside Stride, LLC is requesting $65,000‐$80,000 in  funding from the Town of Vail’s CSE. To best coincide that Vail is truly like nothing on earth,  Lakeside Stride is confident in proposing to bring in high‐level, nationally touring artists. Many  of the proposed artists have had the great fortune of previously performing in (or around) Vail  and are absolutely in support of the Vail Summer Bluegrass Concert Series; however, we must  find a balance in the artist supporting Lionshead just as Lionshead must support the performer.  The proposed artists are asking a range of anywhere from $7,500 to $20,000 for a one‐night  performance in Lionshead Village, depending on their national/international level of  recognition as an artist. This is in line with what is spent for Vail Jazz on a weekly basis, and the  higher dollar amounts are necessary to bring in the type of performers that will attract Front  Range guests and attract the target demographic who will consider Wednesday night stays and  spending in Vail and/or Lionshead Village.    Producing Entity: Lakeside Stride, LLC with support of the Lionshead Merchants Association    1. President’s Name: Ariel E. Rosemberg    2. Name and Title of Person Completing Application: Ariel E. Rosemberg –  Promoter/Producer    2            3. Business Address: 4007 Lowell Blvd. Denver, CO 80211    4. Contact Info:  a. Cell #: (404) 402‐0484 – best means of communication  b. Email: ariel.rosemberg@gmail.com    5. Event/Organization’s Website: www.vailbluegrass.com    6. Number of Years in Business: Two (2) years    7. Mission Statement: Lakeside Stride’s mission is to create a culmination of  community united by music and historic preservation.    8. Organization’s Tax Status: For Profit. Lakeside Stride has a history of working with  non‐profit (501C‐3) organizations in Denver – Planned Pethood International ‐ and is  willing to work alongside similar organizations for the Vail Summer Bluegrass  Concert Series. It is our intention to work with a Vail‐based non‐profit and we will  look to give a percentage of our profits from the preferred, ticketed seats to that to‐ be‐determined entity.    Event Description:     1. The inaugural Vail Summer Bluegrass Concert Series strives to bring together the  existing strength in the Vail brand together with world‐class live bluegrass performances  in an environment that is like nothing on earth. For guests from near and far, those who  make Vail their home year‐round and those visiting from overseas for the first time, the  goal is to contribute to Vail’s overall evolution through the manifestation of  relationships between us as the producing entity and the Town of Vail, Lionshead  Village, partners, sponsors and of course event attendees.     To date, the producing entity, Lakeside Stride, has initiated conversation with key  stakeholders including the Arrabelle and Vail Jazz, in an effort to maximize the potential  for exposure. Additionally this relationship has solidified both a venue as well as a  potential production cost‐savings model between Vail Jazz and the Vail Summer  Bluegrass Concert Series.     As previously mentioned, the Vail Summer Bluegrass Concert Series expects to couple  the beauty that is Lionshead Village and the Vail brand together with world‐class  performances, rotating local‐to‐Colorado craft breweries and relationships with     3            conscious, forward‐thinking, high‐level sponsors that will allow this series to highlight  Vail’s physical, cultural and emotional vitality.     Following is a list of proposed performers and sponsors that we believe would be a good  fit for the Vail Summer Bluegrass Concert Series. Please note that most fees associated  with live performances are somewhat negotiable.     Proposed performers:     a. Sam Bush Band   b. Elephant Revival   c. Greensky Bluegrass   d. Leftover Salmon  e. Chris Thile (Punch Brothers)  f. Drew Emmitt/Bill Nershi Band  g. Hot Buttered Rum   h. Donna the Buffalo  i. Fruition   j. Head for the Hills  k. Hackensaw Boys  l. Travelin’ McCoury’s  m. Keller and the Keels    Proposed Sponsors:      The producing entity will be developing a sponsorship package explaining various   sponsorship levels, specified benefits and the demographic targeted that will attract   these list sponsors to participate. Our strategy to attract the following sponsors will be   based upon the talent hired, our venue of choice and opportunities to reach   a demographic they may not have been exposed to that aligns with the Vail brand and   existing outreach strategy.    a. Vail Resorts  a. The Arrabelle  b. Vail Mountain  c. Marriott  d. The North Face  e. Patagonia  b. Colorado Mountain News Media  c. Subaru  4            d. Toyota  e. Outside Magazine  f. Alpine Banks  g. Backpacker Magazine  h. Clif Bar  i. Icelantic Skis and Snowboards  j. Patagonia  k. Guayaki Yerba Mate  l. EcoProducts  m. Gibson Guitars  n. Martin Guitars  o. Chaco  p. CamelBak  q. CO Craft Breweries  a. New Belgium  b. Upslope  c. Crazy Mountain  d. Gore Range  e. Left Hand    It is the goal of the producing entity to create a free concert‐going experience for our  attendees. To better accommodate guests who appreciate a “higher‐end” experience,  we will set aside an allotment of tickets for purchase for preferred seating. Price of  these tickets is to be determined.    2. The inaugural Vail Summer Bluegrass Concert Series will be located at Vail Square  outside of the Arrabelle. Our team has already spoken with the Events Staff at the  Arrabelle to confirm availability. Our intentions are to work alongside the existing Vail  Jazz Thursday night events to share overall costs for staging and tents.    3. All portions of the Vail Summer Bluegrass Concert Series will take place within the  Town of Vail (see above).    4. In‐kind Services: The Vail Summer Bluegrass Concert Series will require a handful of in‐ kind services from the Town of Vail including parking for the events and bus/shuttle  service to bring attendees to and from the venue. The producing entity may also  consider a barter program with a local hotel (TBD) for sponsorship in exchange for  complimentary accommodations for our guest performers.      5            5. The Vail Summer Bluegrass Concert Series is a new event; however, the producing  entity does have full intentions on working with existing, established Vail area event  staff.      6. People: The Vail Summer Bluegrass Concert Series expects the following in terms of  number of people in order to run a successful, high‐profile series like nothing on earth.  All numbers represent a 5‐week series:  a. Performers – 5 bands to include tour managers, engineers, equipment managers  and spouses/children  b. Volunteers – 20‐30 per week.  *Note** The producing entity will be responsible for staffing volunteers.  c. Event Staff – 10‐20 per week  d. Spectators/Attendees (may vary based on performer)  i. Local – 55%  ii. In‐state – 30%  iii. Out of state – 10%   iv. International – 5%     7. It is the utmost intention of the Vail Summer Bluegrass Concer Series to promote a  “heads in beds” program for its attendees. We will want guests to arrive on Wednesday  for our shows and stay through the weekend, shop at local retailers and eat at local  restaurants. This can be done through creative incentive‐based initiatives. It will be in  the producing entity’s strongest desire to bring in world‐class talent that will create a  culture where weekends begin on Wednesdays!    Budget:    1. See “Attachment 2” for complete proposed budget    2. Lakeside Stride, LLC is requesting that the CSE fund 60% of the inaugural year’s budget.  It is the producing entity’s utmost goal to bring in the right alignment in terms of  sponsors and partners to fund the remainder of the budget.     3. Lakeside Stride, LLC intends on utilizing the funds provided by the CSE for the following:  a. Deposits on performers  b. Deposit on production equipment rental and staff  c. Deposit on venue rental and staff  d. Advertising placements      6            4. Lakeside Stride and relative stakeholders are confident in the success to be had through  the Vail Summer Bluegrass Concert Series. While funding from the CSE would be  instrumental in the initial growth of this series, the producing entity would still be  willing to put forward the effort through investor, sponsors and partner relationships.    5. The producing entity is anticipating receiving at least 50% of what was funded by the  CSE. Efforts for bringing in sponsorship, and at what financial levels, will be driven by the  level of talent brought in for the series.    6. The Vail Summer Bluegrass Concert Series will be promoted as a free concert series  with the option to purchase tickets for preferred seating, and perhaps added perks. We  anticipate that between merchandise sales, preferred tickets, food and alcohol, the  series has the potential to provide a substantial return. Fans of the performers being  proposed come typically from upper‐middle to upper class families and communities are  will be more inclined to spend.     7. It is our goal to make a long‐lasting, positive footprint on Vail, surrounding communities,  Colorado, the US and globally. It will be imperative to closely measure successes and  failures in its inaugural year, but the Vail Summer Bluegrass Concert Series does intend  on producing its event in years following 2014.    8. We will anticipate requesting funding from the CSE in following years. The producing  entity has taken potential funding into full consideration as the springboard necessary  to produce such events as those described in this proposal. With the help of world‐class  performers and high‐profile sponsors, the producing entity is confident in gradually  reducing the amount of funding given by the CSE. With the Vail Summer Bluegrass  Concert Series proposing to receive 60% of the budget for the 2014 events, we  anticipate asking for ~40% in 2015.    Marketing:    1. See “Attachment 1” for complete, detailed marketing plan    2. The producing entity will be leveraging both the Vail brand as well as its world‐class  performers to seek sponsorship and media exposure. The Vail Summer Bluegrass  Concert Series has an established relationship with certain potential sponsors and  media that it plans to bring on board for this series. There is an additional element of  advertising that the producing entity will consider in exchange for potential exposure in  key media outlets in Vail, its surrounding communities, Denver and within a few  nationally as well.  7            3. The Vail Summer Bluegrass Concert Series will look to the Town of Vail, Vail Resorts and  all associated stakeholders for opportunities to co‐brand. The producing entity is staffed  with the necessary marketing talent to run an in‐house operations but will need the  approval of the aforementioned entities to utilize their brands in co‐marketing efforts.    4. Marketing/PR Contact: Ariel Rosemberg 404‐402‐0484 ariel.rosemberg@gmail.com                                                                      8            References and Referrals       1. Mark Lomax  Project Manager I – Special Events Coordinator  Public Works – Right of Way Services  City and County of Denver   (303) 446‐3730  mark.lomax@denvergov.org    2. Sgt. Marek Rybkowski  Denver Police Department/Traffic Operations Bureau  City and County of Denver  (720) 337‐1066  marek.rybkowski@denvergov.org    3. Tracy Fickey  President ‐ Tennyson St. Merchants Association  Owner – MODesTEA  (720) 883‐6276  tracy@modestea.com                                        9        10        Projected Demographics and Estimated Spending    To better reach our demographic (and beyond), the Vail Summer Bluegrass Concert Series will  include various additional elements for community involvement around the Villages, and  community‐wide. Between partnerships with potential non‐profits, community outreach  programs and music education in the schools, we intend on creating a new, if not stronger  awareness of our events through Vail to those who may not have been exposed in the first  place. We will strongly engage all Lionshead and Vail Village merchants, local schools, after‐ school programs, major business entities, etc. to be a major contributing factor towards our  overall success. We will believe that with all stakeholders aligned, we can create a one‐of‐a‐kind  experience for our attendees.    The Vail Summer Bluegrass Concert Series intends on marketing its efforts towards those who  will allow for, and contribute to, the evolution of Vail’s year‐round brand, with an emphasis on  summer business. It is our goal to reach those who seek adventure in mountain‐based retreat  and those who like to experience arts and entertainment while enjoying the beauty of one of  the world’s premier destinations. Our attendees will have the luxury of a free concert  experience, with the option of purchasing a ticket for preferred seating. Attendees will know,  through marketing and advertising initiatives, that dinner, drinks (alcoholic and non‐), as well as  world‐class accommodations are readily available should they choose to spend a summer  Wednesday evening at one of our concerts.     It can be expected that a one‐night guest attending the Vail Summer Bluegrass Concert Series  would spend anywhere between $200‐$500 depending on his/her choice in lodging,  transportation, dining, etc. Our marketing plan, however, does encourage guests to stay  through the weekend or at the very least, the following night’s Vail Jazz concert.      /0 include a fee for  bands and on site  as well Barricade Rental (split with Vail Jazz)$125 Barricades for crowd control to be split weekly with Vail JazzAttachment 2: Vail Summer Bluegrass Concert Series BudgetArtistsEstimated Actual DescriptionSam Bush $20,000Emmitt/Nershi Band $8,000Elephant Revival $12,000Greensky Bluegrass $12,000Hot Buttered Rum $6,500Sti/OiAti t (5 ttl)SupportingOpening Artists (5 total)$2 500$2,50ProductionTent Rental (weekly cost split with Vail Jazz)$6,000 The $6,000 represents the total amount if the overall cost is split with the Vail Jazz series. The goal is to work closely with Vail Jazz since our events will be on consecutive days.Lakeside Stride, LLC Fees TBD based on funding These fees will represent work done to build the proposal, marketing plan and proposed budget. Additionally, this will include a fee for booking bands and on‐site production, as well booking production,as all preparatory work including social media, website development and branding. We will be flexible in our fee based on the amount funded.Production $7,500 We will rent a stage from the Arrabelle but will look into an outside vendor for lighting and sound. This estimate takes into account a $1500/week fee at 5 weeks.MarketingWebsite $150 ld f f d f h bl lIncludes fee for domain, free hosting, mobile option, Google Analytics, unlimited bandwidth and 10GB of storage.Print Advertising TBD based on fundingSocial Media Boosts TBD based on fundingPosters/Flyers TBD based on fundingBanner Displays TBD based on fundingVail ResortsBarricadeRental (split with Vail Jazz)     $125 Barricades for crowd control to be split weekly with Vail Jazz          Arrabelle Expenses (5 weeks)$2,000 Fee is total for 5 weeks ($400/week) and includes a) event staff to set up all staging, bars, tables and chairs, b) staff for the event with a banquet captain and necessary servers following a 1‐cash bar model, c) trash removal and d) power.Permitting Special Event Permit $50Amplified Sound Permit $50Temporary Tent Permit $500 Could potentially be split with Vail JazzApplication Fee $25           Attachment 1:   2014 Vail Summer Bluegrass  Concert Series Marketing Plan                                                    Executive Summary: The Vail Summer Bluegrass Concert Series strives and thrives on Vail’s  existing mantra of “Like nothing on earth” and the rules and regulations put forth by the  Commission of Special Events (CSE) of the Town of Vail. The following marketing plan is  designed to emphasize areas of great importance including a brief organizational description, a  strategic focus and plan, a situation analysis, a market‐product focus, marketing financials (see  Budget “Attachment 2”), an overview of the marketing program, an implementation plan and a  benchmark for determining success. This marketing plan is set to be executed by Lakeside  Stride, LLC as the producing entity.    Each element of this proposed marketing plan was carefully designed to ensure the CSE (and  other investors should they exist) receives a maximum return on investment. Understanding  the nature of the community’s desire to host the Vail Summer Bluegrass Concert Series was  step one in the development of this plan, including specific externalities, competition and  potential partnerships. The existing market for a live bluegrass series in Vail, specifically at  Lionshead Village, seems to be peaking. Piggybacking on the successes found in the Vail Jazz  summer series, the desire for a free‐to‐the‐public event featuring world‐class talent is what the  local, regional and destination‐seeking communities are after.    Our ability to deliver a unique, true‐to‐Colorado experience for locals and visiting guests alike  through strategic pre‐/post‐event planning, development, marketing and management  resonates strongly through our brief, albeit, successful history as event and festival producers.  Because the CSE and the Town of Vail are considering expanding its entertainment offerings in  the form of the inaugural Vail Summer Bluegrass Concert Series, an aggressive amount of  marketing and brand positioning will be required to effectively execute and provide a return on  the following plan.     The following three (3) key components will be specific areas for consideration through this  marketing plan, from development to execution. Each individually, but more importantly  together, will represent where a large percentage of the CSE will see potential for a return on  investment through marketing efforts. The goal is to drive summertime business and overall  interest in Vail, particularly Lionshead Village. The three (3) include the performers themselves,  hotels and other accommodations and the local businesses.    Bluegrass Performances – The potential names associated with the inaugural Vail Summer  Bluegrass Concert Series will be the driving force behind our success. Bringing in regionally,  nationally and internationally renowned performers should be the goal of this concert series. It  is both through Vail’s branding, but also through each individual performer where we will focus  our marketing efforts. We will offer a foundation to new and           returning guests that will properly align all stakeholders with a guest’s desire to have an  experience at our concerts like nothing on earth.     Hotel and Misc. Accommodations – Using Vail’s, particularly Lionshead’s existing and world‐ renowned infrastructure, the producing entity will tailor its marketing towards those who  would be more so inclined for an extended stay through the weekend. While the local market  may not necessarily be interested in hotel and miscellaneous accommodations, we will position  our marketing collateral, and advertising in a direction that boasts the wonderful multi‐day to‐ do’s in and around the Town of Vail, including the appetite for entertainment and mountain  living coupled with world‐class accommodations. From the Arrabelle to the Four Seasons, our  visiting guests will have no choice but to experience something like nothing on earth.    Local Business/Things to Do – Would the Town of Vail exist as one of the world’s premier  mountain town destinations without its local business and attractions, both natural and  manmade? It’s hard to say for sure, but it is our utmost intention to maximize the marketing  power already in place set forth by the aforementioned entities. Attendees of the Vail Summer  Bluegrass Concert Series will have the great fortune of experiencing world‐class live bluegrass,  state of the art accommodations and the best in retail, dining and activities.     1. Company Description    The Vail Summer Bluegrass Concert Series is a proposed new entertainment‐based means of  drawing a positive, lasting impact on Lionshead Village and the Town of Vail. Together with  Lakeside Stride, LLC (of Denver),this new concert series strives to be the best at what does:  producing world‐class performances at a world‐class destination venue tying together  established relationships with a manifestation for continuous growth. The Vail Summer  Bluegrass Concert Series will take into strong account the Vail brand to conceptualize, build  and produce a concert series that is like nothing on earth.     2. Strategic Focus and Plan    This section covers three aspects of organizational strategy that influence the marketing plan:  (1) the mission, (2) the goals and (3) the core competencies/competitive advantage of Lakeside  Stride.                    Mission    The Vail Summer Bluegrass Concert Series is a concert series produced by Lakeside Stride, LLC  (of Denver) driving local/visitor attendee traffic, a positive financial impact on Lionshead Village  and the Town of Vail and heightened awareness for the Lionshead Merchants Association  through a culmination of community united by live, world‐class musical performances.     The Vail Summer Bluegrass Concert Series will demonstrate expertise in the creation,  development and operation of a truly unique concert experience through partnerships with the  Lionshead Merchants Association (LMA), the Town of Vail, the Vail Jazz series, our performers  and locals and visitors alike.    The producing entity, Lakeside Stride, LLC, has a history of successful event production and  management in the City/County of Denver. Lakeside Stride, LCC has partnered with sponsors,  investors and a non‐profit to create, similarly to what is being proposed for Lionshead Village, a  culmination of community through music and historic/communal preservation.     The mission behind the Vail Summer Bluegrass Concert Series is to consistently meet and  exceed our guest’s expectations, to work closely with the CSE, the Town of Vail and the LMA to  brand and market an experience like nothing on earth, to bring unsolicited attention to Vail and  Lionshead, and to gain profit for the organization and key stakeholders such as the Arrabelle  and the LMA. In an effort to drive the mission, the Vail Summer Bluegrass Concert Series will  work closely with the Vail brand and will be produced by Lakeside Stride, LLC as it has  demonstrated the skills and knowledge necessary to yield results. We are committed to  adapting to the continuous evolution of Vail as a destination entity. We share in the risk and in  the benefit.    Goals    For the 2014 series, the Vail Summer Bluegrass Concert Series seeks to achieve the following  goals:    • Nonfinancial goals    o Market our brand as a top free (with a ticketed option) concert series to those  local to the Vail Valley and to provide a reason to believe for those considering                 an extended  trip to Vail, whether from Colorado, surrounding states or  elsewhere.   o Utilize the force behind the Vail brand, the Arrabelle and associated Lionshead  brands to drive interest to the Vail Summer Bluegrass Concert Series.  o Create a resonant desire for attendees to return week after week through a  selective offering of world‐class performances and rotating vendors to be  present in Vail Square at Lionshead Village.  o Continue mapping the evolution of Vail’s summer and year‐round business  through the utilization of “activation” between the Vail Summer Bluegrass  Concert Series and potential partners.  o Provide a well‐rounded team of professionals to contribute to the overall success  of the inaugural Vail Summer Bluegrass Concert Series.  o Implement necessary marketing tools/personnel to execute this marketing plan.    • Financial goals    o Demonstrate a minimum return on investment for the CSE through the option  for guests of purchasing a preferred ticketed seat, beer/alcohol sales,  merchandise sales, heads in beds, sales tax opportunities and high‐level  sponsorships.   o Create an opportunity for the Town of Vail and Lionshead business to thrive over  the course of the series through “activation” efforts.   o Work with the Vail Jazz series to reduce production/hardware costs.  o Donate a percentage of proceeds to a select Vail non‐profit.  o Offer reward‐based incentives for marketing and key stakeholders for hitting the  targeted financial goals.    Core Competencies and Competitive Advantages    The Vail Summer Bluegrass Concert Series prides itself in its core competencies and in its  competitive advantage. The Vail Summer Bluegrass Concert Series seeks to align with the Town  of Vail’s mantra of being like nothing on earth through 1) positioning itself in the marketplace  for locals and as a destination‐based event through world‐class performances and partnerships,  2) provide a high level of quality organizational and event execution 3) deliver a real  partnership and superior performance with the Lionshead Merchants Association, Vail Jazz, the  Town of Vail and all stakeholders.    To translate these core competencies into a competitive advantage, the Vail Summer Bluegrass  Concert Series has established several relationships and partnerships with           top‐tier performers, high‐level sponsors/vendors, the Arrabelle, Vail Jazz and the Lionshead  Merchants Association, in addition to those on the production side to execute a successful,  seamless event series. These relationships and alliances give the Vail Summer Bluegrass  Concert Series the opportunity to tap into the minds of Vail’s key demographic: from locals to  those along the Front Range and guests alike. The goal is to create an environment for our  guests like nothing one earth.    3. Situation Analysis    This situation analysis starts with a snapshot of the current environment in which the Vail  Summer Bluegrass Concert Series finds itself by providing a SWOT (strengths, weaknesses,  opportunities, threats) analysis. After this overview, the analysis probes finer levels of detail:  industry competitors, company and consumers.     SWOT Analysis     Figure 1 shows the internal and external factors affecting the market opportunities for  the Vail Summer Bluegrass Concert Series.     Figure1. SWOT Analysis for the Vail Summer Bluegrass Concert Series      Internal Factors      Strengths    Weaknesses    Management  Team made up of highly  diligent, effective and results  oriented people.  Although the team has  collective experience, they are  new from an organizational  perspective.      Offerings  High‐end festival/event  production delivery.  Accessibility to performers,  sponsors, partners. Potential  to utilize activation in and  around Vail.  Because this is a new  series, there are no financials,  analytics or case studies to  report on.      Marketing  New, energetic marketing  team in place to assist in  driving success. Accessibility  to the Vail brand, performers,  accommodations for stronger  positioning.  Very little market  awareness due to the fact  that this is a new event.          Personnel    Strong, dedicated  workforce company‐wide,  with successful experience in  event management and  execution.    Producing entity  personnel are based in  Denver.    Finance  Solid financial statement,  no debt.  Only recent track history is  available due to this being a  relatively new entity.        R&D  Opportunity to test  Denver model in Lionshead  plays favorably for all  stakeholders.  Team is currently focused  on local schedule of events.    External Factors      Opportunities    Threats      Consumer/Social  High‐dollar demographic  market fit for the Vail local or  visitor.  New organization/event  series with little history.      Competitive  Opportunity to market  different performers with  different associated vendors,  options for lodging to build  stronger brand equity.  Facing events with  historical proof of success, not  directly in Vail but in  surrounding cities and  throughout Colorado.  Economic Opportunity to drive  hotel, restaurant and shop  business in Lionshead Village  and throughout the Town of  Vail with the right brand  positioning and marketing,  and the right alliances.  May lose interest in  overnight accommodations to  those who can simply drive  home.    Company Analysis    The vision behind the Vail Summer Bluegrass Concert Series is one to bring world‐class  entertainment in a one‐of‐a‐kind venue with properly aligned sponsors and only the best in  lodging, dining and shopping to create an experience like nothing on earth. The producing  entity, Lakeside Stride, LLC has a vision of bringing all aforementioned elements together  through the culmination of community. It is our goal to implement into this series the         concept of activation to better reach people who may not have been exposed initially.  Examples would include private radio or in‐store performance, autograph signings, etc.  Expanding our expertise from local‐to‐Denver events, to the Vail Summer Bluegrass Concert  Series in the Town of Vail opens up a plethora of opportunity both for our organization and the  Town of Vail. The future is now for our stakeholders. The state of the Lakeside Stride’s business  model is designed to provide security and confidence, added value, clear benefit, a true  reflection of our offerings and simplicity with the goal of bringing people together to exemplify  Vail’s true beauty further manifest its evolution as a summertime destination for locals and  visitors alike.     Customer Analysis    Through the process of developing this marketing plan, the Vail Summer Bluegrass Concert  Series has been successful in identifying its target customer(s). The main, strategic targets are  first and foremost those local to the Vail Valley. A series such as this would not be successfully  executed without the support of the local market. With this target, we have identified room for  opportunity. Potential offerings of discounted hotel rates or bundled packages (concert tickets,  hotel, dining, etc.) could be utilized as a key strategy to bring locals into experience what only  visitors typically see: a hospitality experience like nothing on earth.    The Vail Summer Bluegrass Concert Series would also strongly target upper‐middle to upper  class families in surrounding communities and along the Front Range. With many of these  people already visiting Vail and surrounding towns, an added element of free entertainment  with world‐class performers is potential for sealing the deal to visit Vail versus a neighboring  town. Upper‐middle to upper class families are those who would not think twice about an  extended July 4th weekend in Vail for entertainment purposes or selecting an off‐weekend for  the very same reason. Coupled with lodging, dining, shopping bundles, this is a no‐brainer for  that customer in particular.     An additional target customer lies within the traveler, from outside the US and within. While  bluegrass typically isn’t the genre of choice for many guests visiting from outside the US, the  added element of free entertainment may often be a deal‐breaker for booking a trip to arrive a  day in advance.     Taking the three above‐mentioned demographics into consideration, there is a deeper  breakdown of those who seek challenge and adventure, as well as live bluegrass music, from  the local to the visitor, in a mountain environment. Because of Vail’s natural offerings, the  element of attraction to physical, cultural and natural vitality exists in each and every visitor  throughout the year but specifically for the summer months as it relates to our series.          The Vail Summer Bluegrass Concert Series strives to couple world‐class talent with renowned  options for accommodations, dining and shopping to boost summer business through an  experience for our guests… that is like nothing on earth.    4. Market‐Product Focus    This section describes the marketing and product (performances, accommodations and  commerce) objectives for the Vail Summer Bluegrass Concert Series and the target markets,  points of difference and positioning of each “product.”    Marketing and Product Objectives    The Vail Summer Bluegrass Concert Series marketing intent is to take full advantage of its  brand potential while building a base from which other revenue sources can be leveraged. This  is detailed in the following services:    • Current Markets ‐ Because the Vail Summer Bluegrass Concert Series is a proposed new  event series, there is technically no current market. A better understanding of our target  demographic can be learned by reading the “customer analysis” section above.     • New Markets ‐ By the completion of its first summer series, the Vail Summer Bluegrass  Concert Series expects to be a household name in and around the Vail Valley and down  into the Front Range markets. It will be in our best interest moving forward to manifest  relationships with the folks behind Planet Bluegrass events and other like‐minded  entities to build upon the “current market.”    • Bluegrass Performers ‐ The Vail Summer Bluegrass Concert Series will look into book  world‐renowned performers to enhance the overall experience of attendees, visitors  and fans alike. Our team will build a relationship with each band’s management to  ensure proper placement and positioning of both the bands’ brand as well as ours,  together with Vail’s.     • Vail and Lionshead Village Hotels and Misc. Accommodations ‐ The Vail Summer  Bluegrass Concert Series will focus additional time, energy and marketing dollars on  properly positioning each of Vail’s villages’ options for lodging and accommodations to  the proper target demographic as outlined in the “customer analysis.” It should be both  assumed and understood that guests and fans attending the Vail Summer Bluegrass  Concert Series should be offered the opportunity to only stay in these properties.            • Vail and Lionshead Merchants and Things‐to‐Do ‐ The wide array of offerings at  Lionshead and around Vail is nothing short of spectacular. Between the great, high‐end  shopping to a float down the Eagle or Colorado Rivers to a laid‐back afternoon enjoying  craft beers and comfort cuisine at the Atwater on Gore Street, attendees of the Vail  Summer Bluegrass Concert Series will gain exposure to elements of Lionshead they may  not have known existed including our own bluegrass festival.     The purpose of this marketing platform and plan is to identify opportunities for alignment  between ourselves and those involved. The Vail Summer Bluegrass Concert Series will initially  be relying heavily upon the existing Vail brand and marketing efforts to reach target markets,  along with the assistance of sponsors, vendors and other stakeholders.     Target Markets    The Vail Summer Bluegrass Concert Series understands that “your culture is your brand” and  therefore targets its offerings, from performers to lodging options to retail, at specific markets  and customers (Hsieh, Tony. Zappos.com). The target market includes the upper‐middle to  upper class families in Vail, surrounding areas, throughout Colorado and across the US with a  minor emphasis on international visitors.      These target markets/customers are well‐versed in the desire to have an experience like  nothing on earth. Should they not have been previously exposed to Lionshead Village and Vail  as a whole, this program will create that desire within. These target markets/customers will  have the financial cushion to commit to an extended stay in Vail, taking attending the Vail  Summer Bluegrass Concert Series, staying at a local property and shopping, dining and  experience all that Vail has to offer into strong consideration.    Point of Difference    The live music marketplace, especially during the summer months in Colorado is quite  competitive. Our goal is to bring visitors to Vail, particularly Lionshead, for our performances  with an incentive to create a desire to stay for an extended visit. Alternatively, we will target  those who have booked accommodations for our show‐specific weeks with offerings to  consider arriving a day in advance to enjoy our concerts. The Vail Summer Bluegrass Concert  Series’ key differentiating factors are:    • World‐class bluegrass artists performing in a free bi‐weekly concert series with the  option to purchase tickets for preferred seating.            • A state‐of‐the‐art venue, offering the highest quality in lodging, dining, retail and  outdoor experiences.     • A first‐time concert series with the support of the Town of Vail’s Commission for Special  Events and high‐level sponsors.     • The opportunity to be a part of Vail’s ongoing desire to evolve as an elemental  expression of physical, cultural, social and natural vitality.    Positioning     The Vail Summer Bluegrass Concert Series is essentially a one‐stop‐shop for those seeking  adventure in the Colorado Mountains, world‐class entertainment within a pristine surrounding,  high‐end retail shopping, dining and lodging all the while experiencing life in its truest, most  natural form, at Vail.     5. Marketing Program    The four marketing mix elements of the Vail Summer Bluegrass Concert Series marketing  program are detailed below. Each element of the following program was carefully considered  by the Lakeside Stride team and includes the Product Strategy, Price Strategy, Promotion  Strategy and Placement Strategy. Many elements of this approach are traditional, while some  are quite non‐traditional.    Product Strategy    The product approach begins with a summary of each of the three offerings as indicated above.     Bluegrass Performances ‐ The potential names associated with the inaugural Vail Summer  Bluegrass Concert Series will be the driving force behind our success. Bringing in regionally,  nationally and internationally renowned performers should be the goal of this concert series. It  is both through Vail’s branding, but also through each individual performer where we will focus  our marketing efforts. This concert series will offer a foundation to new and returning guests  that will properly align all stakeholders with a guest’s desire to have an experience at our  concerts like nothing on earth.    Hotel and Misc. Accommodations – Using Vail’s, particularly Lionshead’s existing and world  renowned infrastructure, the producing entity will tailor its marketing towards those who  would be more so inclined for an extended stay through the weekend. While the local market  may not necessarily be interested in hotel and miscellaneous accommodations, we will position         our marketing collateral, and advertising, in a direction that boasts the wonderful multi‐day to‐ do’s in and around the Town of Vail, including the appetite for entertainment and mountain  living coupled with world class accommodations. From the Arrabelle to the Four Seasons, our  visiting guests will have no choice but to experience something like nothing on earth.    Local Business/Things to Do – Would the Town of Vail exist as one of the world’s premier  mountain town destinations without its local business and attractions, both natural and  manmade? It’s hard to say for sure, but it is our utmost intention to maximize the marketing  power already in place set forth by the aforementioned entities. Attendees of the Vail Summer  Bluegrass Concert Series will have the great fortune of experiencing world‐class live bluegrass,  state‐of‐the‐art accommodations and the best in retail, dining and activities.     Price Strategy    The goal of the inaugural Vail Summer Bluegrass Concert Series is to promote, produce and  successfully execute a free 5‐week concert series. While our target audiences are those in  upper‐middle to upper class families, the purpose of a free concert is to create something for  everyone to enjoy without the pressure of purchasing tickets. We will however, position an  allotment of tickets for purchase in preferred seating areas associated to a potential sponsor.    Promotion Strategy    The Vail Summer Bluegrass Concert Series promotional program is currently limited due to an  unknown budget, but includes creating a brand, website development and SEO/SEM, social  media, e‐mail marketing, activation and print media.     Creating a brand ‐ The Vail Summer Bluegrass Concert Series will look to Boughton Walden of  Jackson, WY to create all brand elements including a logo, color scheme, design directives, etc.  Lakeside Stride, LLC has worked previously with Ms. Walden and recommends she step in to  take on this role. She will be guided through and instructed to utilize Vail and key stakeholders’  brands to the fullest potential in the development of this particular brand.    Website development ‐ Lakeside Stride, LLC developed its first website utilizing a user‐friendly  tool called Wix. It will be critical to roll out a website as soon as budgets are approved and set in  place to begin creating a reason to believe in our series within our target markets. The  producing entity will work with its existing team to develop the website. Please see budget                 (Attachment 2) for associated costs. Suggested URL: www.vailbluegrass.com (currently  available). Within the realm of website development is also web marketing. This will include  identifying key words and phrases to utilize in back‐end search engine optimization and search  engine marketing efforts. Our goal will be to rank amongst top‐tier Colorado bluegrass events  without the expenditure of pay‐per‐click advertising. The marketing people at Lakeside Stride,  LLC have a successful track record of corporate level website marketing and are happy to  incorporate that into their overall plan.    Social media ‐ Upon the development of this plan, the Vail Summer Bluegrass Concert Series  aligned with the marketing and business objectives of producing entity, Lakeside Stride LLC to  implement and manage social media activity. The following are key areas of social media in  which the Vail Summer Bluegrass Concert Series will develop, implement, manage and report  upon:    • Facebook ‐ The Vail Summer Bluegrass Concert Series Facebook profile will be  set up and implemented. Color schemes will follow those indicated in our design  directives developed by Ms. Walden. The Facebook page will be used as a bridge  between the general public and our website. Implementation of the Facebook  page will be free.     • Twitter ‐ A Twitter account will be instrumental in the Vail Summer Bluegrass  Concert Series’ web‐based growth. Like Facebook, the color scheme and brand  will be implemented to add to the overall look and feel and to provide additional  marketplace branding. The goal of implementing Twitter is to be “part of the  conversation.” It will be our goal to follow like‐minded events, organizations,  publications and our audiences to share relevant information with their own  followers. Implementation of Twitter will be free.     • Instagram ‐ One of the great features of Instagram is being able to share photos  across all social media platforms. It can be assumed that some people get lost in  the verbage of Facebook and Twitter, so creating a photo‐only based platform  for the Vail Summer Bluegrass Concert Series will be critical to reach an  alternative audience. Instagram implementation is free.    • YouTube – We are a music experience so we’ll need to generate as much interest  through video content as we can. We can assume that a large percentage of our  attendees are fans, but for those who are not, especially those who are  considering a trip to the region should have readily available access to videos of  our performers. The Vail Summer Bluegrass Concert Series will           create its own YouTube channel to self‐promote but will also share existing  content.  .     E‐mail Marketing ‐ The team behind Lakeside Stride, LLC is well‐versed in e‐mail marketing and  campaigning. This marketing plan suggests that the Vail Summer Bluegrass Concert Series  either consider building its own list of target e‐mail addresses or working alongside an existing  publication (web‐based and print) to target our specific desired demographic. The goal is the  position our concert series in the “push” environment where communications can be targeted  at our key potential audience based on interest extracted from web‐based data, in‐person  discussions, hotel leads, etc. Our e‐mail marketing campaigns will be tailored according to the  desires of our target audiences (ie., “Stay 3 nights, get the Wednesday night at x% discount).  Purchasing lists can be pricey so this plan will suggest we move towards the latter option of  piggy‐backing on an existing e‐mail list through local hotels, merchants, restaurants and  publications.    Activation ‐ The Vail Summer Bluegrass Concert Series will be held in Vail Square at the  Arrabelle. That being said, it is our utmost intention to draw attention many of Vail’s offerings  through activation. Our team will look to partner up with local music stores, children’s  programs, radio stations, etc, to “spread the wealth” of our world‐class performers across the  Town of Vail to generate further and deeper interest both in our event and in all of Vail’s  offerings.    Print Media ‐ The Vail Summer Bluegrass Concert Series will strongly consider ad placements  in key media outlets. The goal is to reach the specified demographic, from within the Town of  Vail to potential international tourists. We will carefully consider existing relationships with the  Vail Daily, the Denver Westword and several other large scale publications to position this  brand. We will also utilize the PR expertise of those at Lakeside Stride, LCC to generate free  article placements in key publications surrounding the efforts behind our brand.    6. Implementation Plan    Rolling the Vail Summer Bluegrass Concert Series business model out into a saturated music,  travel and local market may be difficult but can be accomplished with successful  implementation of this marketing plan. Taking our proposed budget (Attachment 2), in‐kind  donations and sponsorships into great consideration, the Vail Summer Bluegrass Concert  Series will heavily rely upon its ability to promote in both traditional, but also cost‐effective  non‐traditional, yet creative manners. The intentions are that this concert series will enter the  marketplace by January 2014 with a fully announced, world‐class line‐up of           performers, partners and sponsors and will begin capitalizing through traditional and non‐ traditional media, public relations and communications efforts shortly thereafter.    Success will be evaluated based on sales tax revenue, “heads in beds,” promotional sales,  increase in mid‐week foot traffic in Vail and Lionshead Villages and the ability to keep spending  at a minimum while creating a highly effective impact on all stakeholders, guests/attendees and  the media. Because Vail strives be “like nothing on earth,” this marketing plan, from  development to roll‐out continuously emphasizes the value add in world‐class bluegrass  performances in a world‐class venue with world‐class lodging, dining and retail. Giving the Vail  Summer Bluegrass Concert Series the opportunity to propose its value is the first step in  generating, but also maintaining the already established notion that Vail is truly like nothing on  earth.    7.  Evaluation    The Town of Vail and the CSE will evaluate the success the inaugural Vail Summer Bluegrass  Concert Series from a sales tax revenue and “heads in beds” perspective. Additionally, the  Town of Vail and the CSE will hold the Vail Summer Bluegrass Concert Series accountable  against any reporting, measurement and analytical tools that may already be in place for  consideration in the long‐term life of our series.  TOV/CSE DRAFT Minutes November 6, 2013 Page 1 of 20 DRAFT Minutes: Town of Vail: COMMISSION ON SPECIAL EVENTS (CSE) MEETING Antlers at Vail Condominiums and Conference Center Wednesday, November 6, 2013 @ 8:00 a.m. CSE Members Present: Jenn Bruno Amy Cassidy Dave Chapin Barry Davis Rayla Kundolf Bobby Bank Town of Vail Staff Present: Sybill Navas, CSE Coordinator Kelli McDonald, Economic Development Manager Others Present: Haley McNeill, Acting Secretary for the CSE, contracted through the Vail Valley Partnership (VVP) Brian Nolan, Sarah Franke, Ruthie Carlson: Group 970: Vail– Beaver Creek Restaurant Week John and Jodi Knight: The America Cup International Fly Fishing Tournament Beth Pappas, Jamie Gunion and Joel Rabinowitz: Vail Recreation District (VRD) and Kids Adventure Race (KAR) Helene Mattison, Grand Traverse Adventures (KAR) Brian Hall: Blue Creek Productions John Stone, Jamie Stone: DiscoverWell Stephan Schmid: Sonnenalp Resort Missy Johnson, Katie Tille: Highline Robin Litt, Vail Jazz Foundation Cabal Yarne, Frank Hall, Amad Akkad: Lionshead Merchants Association Sandra Perrig-Holst, Vail Valley Partnership (VVP) Greg Moffet, Angela Muller, Chris Chantler: Taste of Vail Laura Lodge: Big Beers, Belgians and Barleywines Jon Boord: Solaris Carl & Cynthia Bruggeman: Speckled-Hound Consulting Scott Bluhm, Mike Imhof: Vail Valley Foundation Jim Soran: Vail Lacrosse Shootout Cathy Ethington, Scott Robinson, Heidi Heltzel: Can Do MS Michelle Maloney: Vail Valley Charitable Fund TOV/CSE DRAFT Minutes November 6, 2013 Page 2 of 20 Laurie Asmussen: Eagle Valley Events Ariel Rosemberg: Lakeside Stride Rhonda Jackson Sams, Ray Sams, Kristen Texler: Vail Soul Music Festival Mark LeVarn; Vail Farmers Market & Art Show Michael Holton and Meg Stepanek: Vail Valley Medical Center Steven Wallis: Colorado Events Doug Landin, Taylor Slaugh, Don Welch: Vail Automotive Classic Sven Bean: Alliance Media Group James Gill, Francesca Conte: Bad to the Bone LLC Leon Fell: King of the Mountain Volleyball Sean & Cory Glackin: Alpine Quest Euginnia Manseau: Ski & Snowboard Club Vail Meeting Materials may be viewed at: http://www.vailgov.com/WebLink8/Browse.aspx?startid=34151&row=1&dbid=0 CSE Chair, Jenn Bruno, called the meeting to order at 8:08 a.m. Administrative Items: Approval of the Minutes of the CSE Meeting of October 2, 2013  Motion to approve the Minutes of the meeting of October 2, 2013, as presented. M/S/P: Kundolf/Davis/Unanimous. The motion passed 6-0. CSE Member terms expiring December 31, 2013: Bobby Bank and Rayla Kundolf. Neither is term limited. Sonny Kerstiens resigned, effective October 21, 2013, to take a position in another state. Jenn Bruno and Dave Chapin were elected to Town Council, and are ineligible to serve on the CSE after they are sworn in on November 12, leaving a total of 5 open seats on the CSE. “Persons interested in serving on the CSE board should submit letters of interest and experience to the Vail Town Council, Attn: Tammy Nagel, Acting Town Clerk, 75 South Frontage Road, Vail, CO 81657 by mail or in person no later than 5:00 p.m. on Tuesday, November 26, 2013. All applicants will be interviewed by the Town Council at their afternoon work session on Tuesday, December 3, 2013, with appointments to be made at the evening Council meeting on December 3, 2013.” Qualified applicants must be Town of Vail residents, business owners, property owners, or those who are employed by a Town of Vail business. New appointees to the CSE may attend the December 4th CSE meeting, however since they will not be sworn in until after the first of the year, they will not be eligible to vote. TOV/CSE DRAFT Minutes November 6, 2013 Page 3 of 20  Motion to appoint Barry Davis to replace Sonny Kerstiens as temporary CSE Vice- Chair through December 31, 2013. M/S/P: Cassidy/Bank/Motion passes 5-1, with Kundolf voting in opposition. Review of Strategic Policies and Procedures for Determining 2014 Funding Allocations: VLMD can help fund in marketing of events. Budgets have been allocated, but for specific events, forwarding a request for further consideration must be included in the motion at the next meeting. The CSE is to work with in the budget for the budget allocation process. Changes in the minutes for the October 2 meeting include more administration support through Dec. 4 meetings and selected marketing support for specific events. Discussion ensued regarding the partnership with the CSE and Vail Lacrosse Shootout Changes to event producer RFQ Create packet materials. Event producer needs to know what is expected without too much paper work. Job will be posted on Nov. 7 and the top 3-4 candidates to be interviewed by the CSE on Dec. 4 and appointed on Dec. 31. Remaining funding administration personnel has been allocated to the VVP for meeting minutes through Dec. 4. CSE funding allocation score card tally’s need to be given to Navas by noon on November 7, in order that the November 11 meeting can be posted by Friday afternoon. Kundolf offered to assist with score card processing over the weekend. Numbers will be a point of departure for discussion. Numbers must not exceed the budget of $843,300. Any event holding outstanding debt to the TOV will result in no funding from the CSE. OK to ask producers if venues have been secured. Chapin explained this is fair. Tier 3 events are those receiving less than $10,000. These events will receive their allocation in one payment and will not be required to provide independent event survey data as part of their recap to the CSE. Tier 2 events are those that will be required to provide independent survey data and to participate in the marketing check list program. Tier 1 events are not required to participate in the marketing checklist program, but will also be required to provide independent survey research data as part of their recaps. Both Tier 1 and 2 events will receive their allocations in three installments: #1 upon signing the Letter of Agreement, # 2 upon meeting required marketing and Special Event Permit requirements, and # 3 following the presentation and approval of a full event recap. All categories of events are requested to submit any marketing materials to the Town of Vail for “brand” approval. Changes made to the event spreadsheet sent out to CSE on Nov. 4 included: Vertical Express: request for $5,000 Tour of Vail change in proposed date to June 13-15 TOV/CSE DRAFT Minutes November 6, 2013 Page 4 of 20 With respect to the list-form calendar that was distributed the events highlighted in pink indicates events that are likely to have more than 5,000 attendees on a single day; information as requested by the Police Dept. Finally, the Pro Dog Challenge event, shown on January 24, will most likely be cancelled. Kick It 3v3 Soccer representatives were unable to attend, but communicated their plan to use the Edwards soccer fields for the 2014 tournament only. They plan to host a “pre-event Opening Ceremony” gathering in Lionshead on Friday evening, and reproduce the “King of the Pitch” again in Solaris on Saturday evening. Vail Rocks! was also unable to send a representative, as they are presently traveling. Howard Alan Arts Festivals and the Vail Film Festival producers agreed to be available for questions via phone. Review Financial Status and Approval of 2014 Budget Proposal:  Motion to approve the 2014 Budget as presented. M/S/P: Kundolf/Davis/Unanimous- The motion passed 6-0. Review and approve RFQ for CSE/VLMDAC Event Liaison: McDonald explained that the revised RFQ puts a stronger focus on administrative support to the CSE Coordinator than the previous version. Marketing support for individual event will be determined by CSE direction. The position will be funded as a 50/50 split between the CSE and the VLMDAC, with each entity contributing $15,000 towards the position. Kundolf clarified that activation and marketing support would be directed and accepted by December 4th. The intent is to post the RFQ by the end of the week, with an application deadline of 3:00 p.m. on November 22, narrow the field to a maximum of 3 by December 2 and interview finalists on December 3. The CSE will listen to presentations, and make an appointment at their meeting on December 4. The contract term will be from January 1-December 31, 2014.  Motion to approve the RFQ and decision making timeline for CSE/VLMDAC Event Liaison in 2014, as presented. M/S/P: Chapin/Kundolf/Unanimous. The motion passed 6-0. Review strategic policies and procedure for determining funding allocations: Presentations/Q&A/Review: 2014 CSE Special Event Funding Applicants Taste of Vail: Chris Chantler, Greg Moffet, Angela Mueller Debut of Rose event confirmed for Wednesday evening in Lionshead, and the hope is that it will encourage people to stay an extra day for festival. If “done right” this is will be the national debut for pink wine. Not a traditional demographic appeal, looking to expand demographic to include more women and millennials. CSE is looking at a 10 percent cut in event funding – can the lamb event function without funding in order to fund rose event? No profit taken out of event – this event is for Vail. Objective for 2014 is to grow event, to reach a wider national and TOV/CSE DRAFT Minutes November 6, 2013 Page 5 of 20 destination traveler. VR is helping to market via social media and they placed an ad in Epic magazine. Event no longer benefits charity; the goal is to promote Vail lifestyle. Event has received national publicity as a top national food event. Not looking for TOV to be sole sponsor of event, actively looking to develop relationships with other sponsors. Lionshead Rose event to include Lionshead restaurants that are not normally included in Taste of Vail. Hired Marie Higbie as a sponsorship director and Kristin Yantis for PR. Biggest secured cash sponsor? Answer - none. Pre-event discussion about appropriate trash containment is necessary. Looking to hire Honeywagon to address the annual trash issue post event. Is there a secondary place for on mountain picnic? Answer – another option is established, if there is adequate advance warning of inclement weather. “We fully intend to do something different with Grand Tasting; it’s a matter of money but looking to make it appear more of a lifestyle event.” Kundolf pointed out that there is a cookbook possibility. Vail Culinary Demonstrations: Brian Nolan, Ruthie Carlson, Sarah Franke – Group 970 Plan to duplicate what the restaurant group currently does in Beaver Creek. Nolan remarked that this is the most successful activation that Beaver Creek supports. Culinary demonstrations draw a large number of spectators from all over. Speaks to culinary message from VLMD. Looking to erect a tent to host demonstrations for entire summer beginning June 27, or even by Memorial Day weekend in the future. Has worked with VR for locations that can be accessible, near ticketing offices and ideal for events. Crowds of 40-60 expected, 25x25 tent to accommodate kitchen and seating. Incremental tax generated? – Nolan can’t speak to what the reality is but he thinks it drives more traffic to restaurants post demos, more than any other marketing effort they have done in their 13-year history in BC. Have not yet met with Lionshead merchant association. Funding an ongoing event, not a new event. Funding mainly needed to buy a tent. Lionshead merchant group to contribute to this event through fund raising. If the demonstrations don’t work, Group 970 will back event. Willing to share event tent? Answer - ownership of tent open to Lionshead Merchant Association, CSE or share it with other events. Lionshead Merchant Association will take responsibility to maintain the tent. This is an opportunity to rent out tent for other events and generate funds. Every restaurant in Vail has the opportunity to hold a demonstration, Lionshead Merchant Association will program and run events. Each restaurant has to be willing to make portions for 60-70 people, complete menu prep, take down and do the actual demonstration. Schedule to be set in April – first come first serve for all restaurants. Will market schedule through summer. Wine might be an issue if part of the demonstration, and will be determined as part of the process. If wine in included in demonstration it will be no charge and will provide a pairing. Kitchen in the tent will be set up permanently through summer. Area for tent might need some electric utility set up. The restaurant group is hoping to get kitchen equipment sponsored through a contact of Nolan’s. Start early with schedule and expand over holiday weekends, etc. Unsure of reaction from restaurant community. Butler Tents looking to get a bid and provide information about size and color of tent. Event is something to draw people to Lionshead. Nolan remarked that if cost is less than allocation, funds will be returned to the CSE at the end of the season. • Navas remarked that what the CSE allocates should stay with event, returning to TOV will go to the general fund, not events. TOV/CSE DRAFT Minutes November 6, 2013 Page 6 of 20 • Kundolf – GoPro games could drive people to Lionshead. July 4th could be included in schedule. • Bank – cost of tent? - $8000 or more. Vail-Beaver Creek Restaurant Week, 2013 RECAP and 2014 Funding Request: Ruthie Carlson, Sarah Franke, Brian Nolan. Nolan – Valley came together for this event, really exciting collaboration. Thanks for everyone to get this event going. Entire allocation of funding was not used because marketing ad placement received discount after placements were made. Did not anticipate discounted ad placements. Website URL worked well for traffic. Ideas are in place next year for next year to add to the website. Depending on restaurant, some offers lost money others were not aggressive enough. Aspen looking to do event and hoping not to overlap dates. Overall, 45 restaurants between Vail and BC participated, 34 in Vail. Non-participatory BC restaurants are adjusting to make sure they can participate in 2014. Chophouse special went over extremely well, sold a lot of lobster. Negatives included: balancing profitability and marketability. Moving the event a week later. • Kundolf – this event worked. It was a very positive partnership. A lot of restaurants that did not participate were unhappy that they did not. Love the logo. • Cassidy – website was great. • Bruno – great response from locals. Edwards restaurants were jealous they did not participate.  Motion to approve the recap as presented and release the final funding disbursement, as billed*, to Vail-Beaver Creek Restaurant Week. M/S/P: Kundolf/Bank/Unanimous. The motion passed 6-0. *The event was originally allocated $21,500, had been paid a total of $14,833.67 but only billed the third installment at $4904.39, which resulted in $1761.94 less than the total that had been allocated, due to unanticipated cost savings. Big, Beers, Belgians and Barleywines, January 9-11, 2014: Laura Lodge Venue secured, no debt. The early January date of the event presents a calendar challenge. Funding would be used for staff time and marketing to ensure the event will grow and become self-sustainable and thrive. Currently the event does not fund either staff time or marketing cost. Looking for further funding beyond three years. Event could possibly move, it’s big enough for year round support. Trade sponsorship through brewers. Potential impact could triple 500 room nights. Difficulty to market to locals currently. Almost 100% of funding would be used for marketing. Cascade supports and invests in the event, currently contracted for next 3 years. Looking for joint effort to make it bigger and better. Timing of event is ideal. Lodging community very supportive by providing discounted rates. Vail Daily provides platinum level sponsorship, so does TV8. Other marketing efforts include Front Range press release distribution. Beer magazine trade ad currently runs as well. Funding will allow a year of support. Looking for a three-year push. Looking to expand room nights at Cascade from over 300 to 500 in 2014. EcoTransit provides free transportation to participants. Not looking to TOV/CSE DRAFT Minutes November 6, 2013 Page 7 of 20 expand down valley for travel liability reasons. Important to begin marketing effort ASAP for 2014 to be able to reach out to craft brew industry and create buzz throughout a year. Begin marketing for 2014 event after New Years Eve. Navas noted that 2013 dollars cannot be spent in 2014, and 2014 dollars cannot be spent in 2015. McDonald added that there might be a need to explain to the Finance Department the unusual timing of the funding vs. the date of the event which occurs annually in the first week in January. Feast! Vail, May 23-26, 2014: Katie Tille and Missy Johnson – Highline Great feedback. Need more lead-time for programming and marketing efforts to make this event more effective. Front Range chefs already interested in coming back for another event. For next event, looking to feature more of a lifestyle and culinary message. Looking to expand events to accommodate more people but keep intimate feel. There are a lot of ways to enhance last year’s event by engaging more restaurants and encouraging guests to experience restaurants. Highline cannot produce the event with out funding. Looking to make a Memorial Day the summer kick-off. • Bank – like to see more on Feast earlier. Less of a last minute scramble. Continues to dislike the name: Feast does not align with health and wellness message. • Bruno – working with Taste of Vail would be an easy way to get the word out. Would love to see more restaurants involved and something to do on Saturday. Working with the restaurant community to accommodate needs. • Kundolf – we may not make mark on this event because of the reduction in this year’s funding. Make event better, not grow it. If we don’t fund this, the event will not happen? Answer – yes. Gourmet on Gore: Katie Tille and Missy Johnson – Highline Hit full stride this year. Elevate open air tasting. Focus on the overall experience. Sponsorship was helpful in bringing more community engagement. 34 participants. Without funding the event won’t happen. Looking to improve communication and placements of tents. • Chapin - Agency fee does not wavier, flat fee? Marketing done in house, room to move in the budget. • Navas – from a production perspective Labor Day weekend was difficult due to large crowds. We need to be more sensitive to merchants and the placement of cooking equipment. Spring Back to Vail: Katie Tille and Missy Johnson– Highline This coming year’s changes will include a full week, starting with head liners and ending with pond skimming to capitalize on Easter week crowds. Event still funded by Vail Resorts and robust marketing platforms via VR are used to promote event. Not sure if event funding will increase from VR. This year is different than last year because it’s not the 50th. Concerts on Easter have generated good for crowds in the past. In past years, expo weekends happened twice and there is a possibility for that again this year. No plan for additional headliner concert on the second weekend. This year will be a more official close of season, weather pending. TOV/CSE DRAFT Minutes November 6, 2013 Page 8 of 20 Event has gained traction as the end of year celebration. Marketing messaging to shift. Operational funding outweighs marketing funding. Vail America Days: Katie Tille and Missy Johnson– Highline No event debt. No location secured yet. Looking to have programming be parade, fireworks and following day evening entertainment to expand the weekend stay. We heard great feedback for food, atmosphere and overall event. Solaris is a great place but there are issues with layout and there is room to move the event. Looking for any CSE direction to make the event better. Focus on Friday event and streamline event based on what worked. The 5th is incorporated to capitalize on the families still in town. • Bruno – if you could not get Solaris plaza? Answer – change venue. Ok to co-exist with another event? Answer – would depend on the event. • Navas – fireworks still an issue for location depending on what type used. More conversation needed. Jon Boord, representing Solaris request for July 4th programming in their plaza. No plan yet. Goal is to do something similar to what has been done in the past. Something that includes food, drinks and music. Maybe opening grass area for kids. Spoken to Matsuhisa, Bol, Yetis Grind and Cinebistro to provide food. We have no problem working with Highline. Looking to do something within comfort level. Events open to public. Looking to utilize and promote Solaris vendors. Not asking for funding, would partner and collaborate with Highline. Volume and quality is an issue. I want don’t vendors “smoking out guests.” We don’t want overlapping vendors from outside competing with Solaris vendors. Communication must take place for this event to be successful. This event is about the guest experience. Oktoberfest: Missy Johnson and Katie Tille – Highline Sports & Entertainment No changes. Would include good food and authentic beer again this year and continue emphasis on enhancing a more culturally traditional atmosphere. Lionshead was a great success. Look and feel of event was great. Gained local traction. This event has evolved. We saw huge crowds both weekends but it’s definitely a mix of front rangers and destination guests. It is a risky event; if it rains crowds pour out. Two weekends equals two authentic experiences for the guests. • Kundolf – Can we spread the event past Lionshead to include more local business like Sonnenalp and Alpenrose. Lionshead is more of the destination guests and Vail more local. • Bruno – Bring the experience up in Vail. Don’t change Lionshead. Navas - SnowDaze, Holidaze New Years Eve recap to happen after events have taken place. -Skipped break Noram Cup: Euginnia Manseau - Ski and Snowboard Club Vail TOV/CSE DRAFT Minutes November 6, 2013 Page 9 of 20 This year - first ever free style event, only a few in Canada and North America. Will also host Alpine race and expand discipline and to host more international athletes. A lot of athletes train in early season when the town is empty. Have partnered with local hotels to give guests incentive to stay in Vail, as there is competition in Summit County. Looking to run similar to the existing Alpine race and attract a world-class level of competition. Vail Valor Races: Carl & Cynthia Bruggeman - Speckled-Hound Consulting Memorial Day weekend – great turn out at Manor Vail. Would like to partner with Highline during Feast! weekend for start of summer. We have a single focus on Valor Races. It’s a road race – 192 participants from 18 states in the first year. Additional funding would be used for national ad campaign. Would like to include a Sunday event for service dogs, since so many attend the race. The funding request is higher to incorporate everything including website development, national awareness and programming for a two day event. Want to be able to celebrate Memorial Day with a color guard and national anthem singer. Able to do this event last year on small scale. It was a very heart warming experience. Working with Vail Veterans Program to provide more speeches from high-ranking officers. Without funding the event will still happen. Two meetings so far with Highline and Vail Veterans to make sure the event will get bigger. If we move the event it will be more in the Vail core so that post event, guests will be in Vail Village. We’d like to have a mess hall post race featuring military chefs. Road running events are very popular and people will travel to participate in them. People want to come to Vail. Around 3000 postcards distributed via gorilla marketing. Really want to leverage the positive buzz of the race from last year. When we look at participant numbers, we could double numbers. Want to put on a really good Vail event. • Kundolf – partnering with Highline is good for marketing and will help build the event. Suggestion to figure out with will sell and make it an iconic event. • Bruno – you exceeded your numbers from last year. • Cassidy – Feast needs a Memorial Day event to celebrate the spirit of the holiday. Vail Whitewater Race Series: Sean and Cory Glackin – Alpine Quest The race was an evolution of the previous demo events. This year went well but could improve and grow. More time available this year to plan and develop sponsors. Last year’s event was planned in less than a month. Still will be a race series, with awards ceremony and points system. Want to bring more to event and build on race each week. With participants, crowds will be there weather pending. No debt and venue secured. It is possible to have too much water for race. Only one race canceled – when water hit international bridge. Second week was much lower than first but we were still able to pull it off with lower water. • Kundolf – you brought more energy to event this year. GoPro Mountain Games: Scott Blum & Mike Imhof – Vail Valley Foundation Last year was the first year with GoPro as sponsor, they took a passive approach. Much more activation expected from them this year. Looking to push TV show with GoPro help. Year-after- year we try to take a pledge to take a reduction in funding request with a base of $95,000. Looking to add an event in Lionshead: “The Bad Ass Dash” obstacle race- same producer as TOV/CSE DRAFT Minutes November 6, 2013 Page 10 of 20 Dock Dogs. The race includes 25-30 obstacles on and off Vail Mountain, visible from Vail Village with a start and finish near gondola. Year one statistics – 3000 athletes now, joint venture licensing. In year one, we would lose revenue with expectations to grow the next year. Asking for additional seed money for a bridge in year one. In year two or three participant fees and sponsorship would create revenue to move an event to Lionshead long-term. This event could include 3-5 thousand participants. We think it has legs. This race would not be as extreme as Warrior Dash or Tough Mudder type of event, but more attainable and “on brand,” and would include a canine component. Would return to reduced funding base after a year of exposure. The event won’t steal from Vail Village. VVF has no debt and location is confirmed. No hard and fast decision if increased funding isn’t possible. The next step in being credible in the sports broadcasting world is live footage and moving to a portion of weekend with live production which would help with sponsorships. • Kundolf – they listened to merchants asking for an event in Lionshead. • Cassidy – would this benefit Autism Speaks? Answer– not as large as stand alone events but we will respect their current charity. • Bank – can GoPro handle 6000 athletes? Yes – because of the joint venture. We are hoping for 1000-1200 participants. The event would seem seamless with third party producer. • Chapin – Have you reduced media spend? It is substantially less. Answer – no we’ve tripled media spend. Highest funded event. Chapin– your labor went up in 2014, what is number one labor expense? Answer – the VVF is adding 8-10 people as ramp up for the 2015’s. We get more bang for our buck with GoPro Games than anything else we do. King of the Mountain – Leon Fell Thanks for helping to take this event to the next level last summer. The amount requested is $15,000, $30,000 would be for a special event. This year additional expenses to compensate for not having Ford Park fields. Moving event to Eagle-Vail fields. Marketing efforts will have to take place to convince participants to attend. Looking to keep clinic in Vail, possibly at Donovan Park, which would create additional costs for the one day of work. National marketing increased last year through national magazine expose and sponsorship. Both post event and preliminary. Special event worked to bring additional people to Vail and to the event, increasing numbers. Need to have a special event to keep those numbers up. All dependent on scheduling, current scheduling conflicts include Olympic qualifying events. Kerry Walsh- Jennings was a major draw and she would like to attend – barring any scheduling conflicts. The AVP would like to come back in some form – some kind of shoot out event with special courts and live streamed with CBS sports. • Kundolf – Looking at budget what is Kerry Walsh-Jennings price? It varies on application. Answer- we will not get her back again for the same price. We don’t know what price it will be yet. • Banks – if you come up with a pro event, it’s an entirely different proposal that you need to come back to us with. • Bruno – Will there be fewer or more teams with Eagle-Vail fields? Answer - perception is what might affect attendance. We have to spend extra time telling people it won’t affect the tournament. TOV/CSE DRAFT Minutes November 6, 2013 Page 11 of 20 Vail Lacrosse Shootout – Jim Soran Last year was 35th year in Vail. This year the challenge will be Ford Park and W orld Championships taking place in Denver. Approach this year is to get 24 teams in all divisions. Many teams are still planning to commit to the Shootout as a preparatory participation for championships. Challenge is growing the women’s elite groups. Looking to promote that nationally to get more participants. In the long run it’s an opportunity to grow it for years to come. We would like to use some the funding to be a partner with international teams to come here and increase our number of teams through the years. We held a local clinic with 25 participants. Hoping to do that again at Donovan Park. Considering a night game to accommodate an Israeli team. Other venues have been explored for that night game – Joel from Vail Recreation District suggested Homestead Peak School. • Chapin – World Games is an opportunity and it’s good you’re looking at it that way. • Cassidy – is this the first time the world games would be hosted in CO? Answer – Yes. • Navas – are you comfortable with the venues? Answer - Yes – VMS was a nice mix Kick it 3v3 Soccer “Vail Super Regional” – not present Keen Kids Adventure Race: Jamie Gunion and Beth Pappas – Vail Recreation District With appropriate funding we are confident that we can pull off a 3 day race. Would be broken down in beginner, intermediate and expert. Parent-child race is possibility next year. Would continue doing an expo. Event will still include optional skills clinics. Family components and other ideas to expand on the “unplugged bonding time” for families. There is a lot of opportunity to expand and the last 3 years has proven how much it can grow. Venue Mountain Plaza is confirmed, Solaris is not. Mountain Plaza would be ideal for expo area. If we keep it at Solaris we will have to close street and re-route busses. Vail Resorts marketing – looking to create partnership. Looking to have someone sell sponsorships locally. • Bruno – this is the most unique events in the country and you’re underselling to everyone but us. • Kelli – were you able to get enough volunteers and can you get enough this year? Answer – yes people really enjoy it. Three days will be a challenge though. • Kundolf – you have a great asset in Billy Mattison, get him in front of people to promote the event. Tour of Vail: not present, Dieter Drake available to contact by phone Choice of dates dictated by USA Cycling calendar. The America Cup International Fly Fishing Tournament: John Knight Hand out – updates TOV/CSE DRAFT Minutes November 6, 2013 Page 12 of 20 17 teams of 20 spots have already signed up. Increase to 20 teams should not be a problem. Increasing size is to prepare for World Championships. Taking a different marketing angle: set up speaking opportunities in Front Range. Front Range exposure should help with volunteers and awareness. Worked with Apex Holiday Inn to create a deal for people who come a week in advance. Merchant activation went well and the event saw success as a result. For funding, doubled what was previously asked to get more marketing help, specifically with Highline to help with World Championships and help with opening and closing ceremonies. Money will also fund John to go to Czech Republic in June to be behind the screens of this year’s world championship fishing event. Europe is a huge market for these events and many European teams come to Vail for the event every year. • Navas – will the championship help with sponsorship? Answer – Yes, partnership with Healing Waters has lead to free exposure through some national media. Money is already set aside to help from 2016. Keep on radar for next fall. Funding request in June. UROC Ultra Race of Champions: James Gill and Francesca Conte – Bad to the Bone, LLC No complaints from merchants. Not a lot of spectators. Biggest complaint was marketing and participant levels. Venue is secure for next year. Racers started in Breckenridge, finished at Mountain Plaza. Great year for the event in its first year in Colorado- previously held in the Blue Ridge Mountains. The event also served as a world final for Sky Running event and attracted international media. Race went off without a hitch. Media coverage interest from CBS, senior producer from 60 Minutes came to Vail for race. Survey results indicated that 43% stayed in Vail for more than 5 nights. ROI data was from Lodge of Vail and they conducted a survey to gather more data. Vail and Colorado is a really good match for event. Race site looks good to be secured. Not looking to be part of the Sky Running series again next year. Considering Lionshead for event; Mountain Plaza finish line was ideal, but if it could work in Lionshead they are open to it. Resurrection of Fighting Alliance: Sven Bean National Mixed Marshall Arts (MMA) event. Not a new event to the town, Sven has been part of similar events in Vail. Event would include a partnership with Mark Cuban access TV. Dates held with TV partner for up to a year. Looking to partner with events since this is a night event. Demographics are 50/50 male and female. Event producer does events in Denver. Partners based in LA, Vegas and Colorado. Production all done locally in Denver. Looking to do the event at Dobson Ice Arena. Set up is very mobile and can work with different types of venues. Event producer has previously done events at Dobson and is familiar with logistics of Dobson. Dates are held with network and would be selected based on how the event could help Vail. Ideally would be Friday or Saturday night. MMA is a sanctioned sport, and features Olympic caliber athletes. This event will be much different than previous events held by Sven in Vail before, due to different partners involved. Would like to work with local Inyodo Martial Arts studio to include children and other local martial arts competitors. Sven stated: The event fits with the Vail brand because it represents a place for world-class athletic events and entertainment. MMA is sanctioned in 48 states, and is an international sport and entertainment event, operating under the motto of “Honor, Respect, Tradition.” TOV/CSE DRAFT Minutes November 6, 2013 Page 13 of 20 • Bank – this event allows us to spread out calendar and bring national attention during an off time. Break for lunch 12:00 Vertical Express: Heidi Heltzel , Cathy Ethington, Scott Robinson – Can Do MS 2014 is 30th anniversary of Can Do MS and 50th anniversary of Jimmy Huega’s medal winning race. Headquartered in Vail Valley and does national programming. Plans to market to Front Range, all ages and abilities. Goal is to raise awareness about MS and to provide funding for programs. VR is providing trade. Programs aimed at health and wellness message. Looking at a 500 participant goal. This is an anniversary year for event and they are looking to include previous racers who have raced with Jimmy Huega. Application was clear and precise. Valentine’s Moonlight Snow Shoe: Michelle Maloney – Vail Valley Charitable Fund (VVCF) VVCF offers grants to locals suffering medical crisis. Has not done an event in Vail in recent history. Looking to do a brand new event on Vail Mountain. Snow shoes (150 pairs) have already been donated by Specialty Sports. Partnership with Garfinkle’s to host post event party. Event would include a ride up gondola and snowshoe down. Presidents Weekend not a need time for events. Event will proceed without funding. Estimated up to 150 participants. Event about serving community and wellness. Pink Vail: Michael Holton: Vail Valley Medical Center (VVMC) Money would be allocated to marketing to destination guests. Positioning as signature event for Vail Mountain and moved weekend to fill need time. Last years numbers were hurt by I-70 closure and filled hotels. CSE dollars would be used specifically to market to destination visitors and uphold brand promise. Biggest ski day for cancer in the world and this event has potential to be “like nothing else on earth.” Looking to partner with Taste of Vail Rose debut event. Event has outgrown previous venue. Looking to move to top of mountain or Arrabelle Square. Expecting around 2000 people,70% women, attractive to 40 year old demographic- a “need” category for Vail. Planning to increase number of participants. Viral component of Pink Vail can’t be overlooked – half of donations were from out of state via social media. Emotionally charged event. 55 PR stories in 32 outlets. Event has earned best non-profit event in Colorado for two years in a row. Various social media awards. Event will happen without funding, but marketing to Front Range will not happen. No longer a music component. Holton developed event since joining VVMC. April is a good time for good lodging deals. Looking to engage all the Lionshead merchants and help promote individual parties. • Kundolf – Can national partners like GoPro help with marketing? Answer – yes but not with marketing dollars. • Kundolf – How is this proposed weekend a need weekend? It’s still Taste of Vail. Answer - Lodging need weekend. Vail Rocks – not present • Bruno – Do we get to suggest date? TOV/CSE DRAFT Minutes November 6, 2013 Page 14 of 20 • Sybill – Preferred August date – same weekend as Vail Soul Music Festival is requesting • Chapin – possibility to partner with Vail Soul Music Festival ? Vail Living Well Summit – Jamie Stone, John Stone, Stephan Schmid (Sonnenalp) – Discover Well Two Today Show anchors are interested in being the MC for the event. Event went well with the addition of two Living W ell events throughout the year. Sonnenalp has been big partner. Looking to do 3 to 4 more experiences. Strategic talks with internationally renowned institutions are taking place. Survey numbers coming back very strong, in the 90% range. Content and presenters were well received. Keynote Joe Montana was a hit. Asking for marketing dollars to market heavily outside the valley to bring people in. 42% of participants gave an address outside the Vail Valley. Launch parties, dinner parties and other word of mouth marketing efforts led to more visitors. Looking to target Vail feeder markets. The event helped the hospitality industry not just Sonnenalp. Although the Sonnenalp hosted, the event spread itself around to various restaurants and hotels to showcase Vail. Engaging CTO was a great expose. Worked with CTO late last year. Looking for a media sponsor. Feel free to provide desired topics. • Bruno – unique event providing opportunities to interact with presenters. Does that interfere with numbers? Answer – without loosing accessibility, more speakers, more time. Adding more general sessions. • Kundolf – you’re asking for marketing dollars to broaden national or Front Range? Answer –nationally, selectively. Vail Resorts helped to send out newsletters and helped to engage. Vail Kids Adventure Club LH: Brian Hall – Blue Creek Productions This coming summer the event will be moved to midday on Saturday. Better time for Arrabelle, and allows more space for the event to spread out. Weather is better earlier in the day, and fewer conflicting activities. Work with Lionshead to make sure people staying there are aware. Families are a mix of Colorado (not local) and out of state. Partners well with other TOV events and departments. Want to build sense of community. Also partners well with the Farmers Market to encourage Sunday participation. Looking to add an expo featuring local entities to attract more locals. Looking to hold program 11am-2pm – want to be primary activity not secondary. Building a kids app. to help build the Vail brand. Will go after more made for TV opportunities. Not looking to change name, looking to work with Beth to establish the name. (* so as not to confuse w/Kids Adventure Race) Optimistic for next summer. • Navas- Beth Pappas having the title close to the adventure race caused confusion. Vail Arts Festival: Laurie Asmussen – Sarah Franke & Cabel Yarne Lionshead Merchants 15th year in producing the event which draws 70 artists from 26 states. Great working relationship with Lionshead merchant group. Increased marketing and working on online presence. Working with Nichols interactive and web developer. Looking to increase festival hours into the dinner hour. Funding will go into marketing initiatives. Ski yard available this year and looking to include 100 artists in 2014. • Bank – willing to move to a week earlier? Answer - Yes. TOV/CSE DRAFT Minutes November 6, 2013 Page 15 of 20 • Willing to move it Vail Village answer – not interested in moving it to Village due to an emotional connection to Lionshead. Would rather have two arts festivals than one. • Cabel Yarne: – we’ve asked to increase size and quality of event and flush out craft artists to improve the quality of the event. “She deserves another year to make improvements.” Other stores in Lionshead are interested in different event producer. Cabel represents stores interested in working with Laurie. • Sarah Franke – split amongst merchants but not constructive conversation with event producer. • Bruno – would Lionshead want two events? Answer – excited for any event taking place there. • Robin Litt – dates might interfere with other events in the area. Howard Alan Events: not present – available via phone Frank Hall: Lionshead Merchants – On behalf of Howard Alan Events Art Festival Meeting and proper assessment with group needs to happen, they are trying but people have been out of town, etc. Wanted to bring a high end art show to Vail. Howard Allen has expressed interest in bringing a show to Vail. Artists are different at every show. He brings in successful artists that understand the Colorado market and successful track record. • Bruno - Would have been more beneficial to come to CSE with feedback first. • Chapin – have to make budgets work. Merchants and business community excited for LH events. We asked you guys to bring more events. Howard Allen has a good proposal and strong history. • Kundolf – we don’t choose which art fest, we just give money. • Navas – we give money with the understanding that the producer is expected to deliver a number of things. Long running events tend to have a lot of local support. • Navas – Vail is trying to pride itself on Vail brand events. Howard Alan’s’ event in Vail will be squeezed between Frisco and Beaver Creek. • Bank – if the LH merchants weigh in on events it will effect my decision. Vail Summer Bluegrass Concert Series: Ariel Rosemberg – Lakeside slide – Lionshead initiative Two year history in Denver for Bluegrass series. Great success in first year in Denver. Second year saw great success in the wake of a developing Denver area. Support of Lionshead Merchants. Partnership and cost sharing with Vail Jazz Fest. Funding would go to hire talent for a Wednesday events which can be a challenge. 5 nights of big name bluegrass music. Funding will determine what bands will be booked. Would include different F&B options to provide a versatile and desirable experience. • Kundolf – you have top bluegrass bands selected and it would bring people locally and regionally. • Robin Litt – would work well with Vail Jazz festival and have already discussed partnership. Colorado Craft Celebration: Steven Wallis – Colorado Events 12th year of Colorado Events, specialized in arts and crafts festivals. Looking to include a craft festival. Event producer holds events in Denver, Boulder and Estates Park for the vendors and TOV/CSE DRAFT Minutes November 6, 2013 Page 16 of 20 artists. Not looking to compete with other Vail arts festivals. Willing to do an event between May-October. Funding optional and would be use for marketing, entertainment and community art project. No issue with permit fee. Looking to draw destination visitors. Focus is hand crafted, Colorado made goods. Trying to make a distinction between fine arts and hand-crafts. Producer has 5-year experience with hand-crafted events but would like to do something different. Open to what the Lionshead merchants have to say. Open to change date-would prefer not to do event during USA Pro Challenge. Willing to do event without funding. Community art project would be a giant “paint by numbers” – already has artist selected. • Kelli – proposed weekend is same as Pro Cycling Challenge • Kundolf – How do you define crafts? Answer – “indie crafters” could include clothing, candles, art work, creative goods, repurposed goods. Merchandise that is not made in a factory but in Colorado. • Bruno – to who is your marketing targeted? Answer – local media. • Lionshead Merchants – Cabel- we weren’t aware of festival but willing to discuss further. Pro Cycling Challenge are usually days with the lowest sales in Vail. Colorado Grand: LH Merchants Enhancements and Recap – Sarah Franke Recap came via email no outstanding payments. Angie not present, but handles operational needs. $2000 from CSE went to brunch at Arrabelle and signage. LH Merchants gave less than $2000. Statewide Colorado Grand was asking for money to bring in a band for the finish line. Parties and gifts for drivers. Extra money in account. This event brings in such an ideal clientele. Targeting additional car clubs and casting a wider net. Booked 401 room nights in Vail for event. Good media coverage. Filled the town with the right crowd. Insurance permit needs to be covered. Sarah spoke to Angie via phone and she was willing to do the joint contract. • Cabel – shoppers very happy with event. Katie from Arriesgado put time in event and asking for funding for her efforts. Very successful event. • Navas- needs to be one agreement and one check. We don’t want to have two events and two promoters. • Kelli – precedence set for insurance provider and event activator with Highline for SnowDaze. Lionshead Fall Wine Festival: Laurie Asmussen & Cabel Yarne Worked with the LH merchants on new ideas. Looking for a fall wine event in Arrabelle to compliment the restaurant event. Wine and chocolate tastings working with the Colorado growers in Palisade CAVE represents 103 Colorado wineries. Wine and food related vendors. No arts and crafts-only food related items. Picked an off-season date to drive traffic that could help fill a need period. Working with restaurant community to make it a kick off for Vail-Beaver Creek Restaurant Week. Event could not be a weekend earlier. Wine and chocolate would be main focus. Art not a necessarily a part of focus. Laurie has spoken with restaurant group for partnership. Funding would be to make sure it is done well, signage and branding along with marketing. LH merchants to see a return. Would seek event sponsorship. LH Merchants have pushed for right size event with right vendors. TOV/CSE DRAFT Minutes November 6, 2013 Page 17 of 20 • Bruno – where would art vendors be? Answer – possibly upper area of Lionshead and in the Arrabelle square. Would like to see more specific focus. • Kundolf – keep it true to alignment. Holiday Events in Lionshead : Cabel Yarne & Laurie Asmussen Not a strong event in Lionshead. Was meant to fill a need time before holidays. LH Merchants have asked Laurie to move craft people from fine arts festival. “Ugly Sweater Run “proposed, holiday fair proposed. Vail Film Festival – Sean Cross not present but available via phone Estimated number of spectators is 12,000: ongoing conversation on how that is counted and review of funding proposal, including how they count an attendees. Cabo film fest got bigger names and received more funding from Mexico. Funding history discussed – Sybill will follow up with data. Vail Soul Music Festival: Kristen Texler, Rhonda Jackson Sams, Ray Sams After taking a year off to reassess event, looking to do more to engage the guests and aiming to do more to promote. Marketing plan clarified. Develop and provide information to guests about what to do while in Vail, outside of attending nightly concerts. We are more than music, it’s an experience. We witnessed a “discovery factor” among guests who weren’t familiar with area activities and recreation. Looking to create more early bookings. Have created packages to showcase Vail. Showcase to talent and sponsors the Vail brand/town. Atmosphere in Vail is unique and they want to target travelers looking for a unique experience. We learned the value of partnership and we want to be partners with Vail. Logistics and operations to be handled by Running Waters group. Hired local PR “Key Link” to replace Denver team that was not familiar with Vail brand. We know we need to partner with the experts. Vail Soul Music Festival resonates with media especially with direct flights. Jackson stated, “We want to be partners with Vail.” We finally learned how to be a far more strategic and viable partner and have developed Sponsors, PR, and operations teams to deliver a multi-cultural event unique in Vail. • Davis – Strongest aspect of this event is the musical talent - who is expected for 2014? Vail Rocks collaboration? Answer – have not reached out to Vail Rocks but aware of mission statement and goal, will talk to them. Have been talking to and exploring working with Vail Jazz. Talent expected – “names you know” coming out of Philadelphia and Detroit – cannot release names as they are not confirmed. Working to find the right balance. • Kundolf – who is event producer? Answer – Rhonda. Local partnerships named are from previous working partnerships. Will take a lot of coordination and licensing starting now to begin process. Answer – Running Waters will handle it. • Bruno – do you have any other sponsors lined up? Answer – sponsors contingent on Vail funding. Possible sponsors include McDonalds, All State, and Toyota. • Chapin – you had sales and marketing issues, last event what was your paid ticket sales? Answer -1800 but will come up with actual numbers. TOV/CSE DRAFT Minutes November 6, 2013 Page 18 of 20 Vail Farmers Market and Art Show Recap: Angela Mueller & Mark LeVarn, Meadow Drive Partnership Extended the market till October 6, the main reason being that many of the farmers’ crops came in late, due to a snowy spring season. Will keep it extended next year. Looking to work with Vail Restaurant week. 205,000 estimated guests. More Colorado made items and more produce will also continue. Intercept survey estimated 9,600 room nights for the market specifically. Town wanted to test composting element and it worked – town efforts should be applauded.* Estimated overall gross revenue $12.5M, $500,000 sales tax. Can’t calculate all sales tax, as only outside vendors were included. Sales tax can’t be mandatory submitted by law. Contract for sales tax collection to change and will include a booth. If they don’t pay they cannot come back. Some tents will be rearranged next year. Parking at Solaris was confusing so security spent extra time to clarify. • Chapin – How many farmer booths? Answer – 10, with cheese. 132 overall tents. No drastic change. • Bruno – How many tents next year? Answer - Same amount, if not more. • Navas – policy change based on sense from feedback that it was too congested and some basic safety concerns. This year tents were re-arranged to accommodate One Willow business frontage. • Bank – I don’t like when the stairs are blocked off but there is more room to walk east to west. Next year: Sponsorships – working on an auto sponsor. Realtors interested, will take only one sponsor, who will be chosen based on dollars. Asked for a gas stipend again this year – common trend in Colorado markets. Many farmers sell leftovers to restaurants. Gas stipend would be $50 per Sunday for 10 farmers. Hoping to sign-on15 farmers. Extra money requested is for gas and a water station. Big push for no water bottles, will sell reusable water bottles. Cost of composting $25,000 and came from Environment Sustainability grant as an experiment. • Bruno – can we promote that the town is composting? Kelli –Vail isn’t on cutting edge but will look to see if it is on budget. • Navas – interns manned composting for college credit through the Eagle Valley Alliance. • Chapin – no entertainment in budget. Response: Two bands will be included next year.  Motion to approve the recap as presented and release the final funding disbursement for the Vail Farmers’ Market. M/S/P: Kundolf/Chapin/Unanimous. The motion passed 6-0. *The Town of Vail provided $25,000 in funding to the Eagle Valley Alliance for Sustainability to develop and operate the composting and waste management program for the 2013 Vail Farmers’ Market. Vail Automotive Classic and recap – Doug Landin, Taylor Slaugh, Don Welch Doug showed images of Vail Village during event. Raised $13,000 for charity and it is growing. We’ve moved out of Beaver Creek entirely. Manor Vail now hosts Saturday night event. Manor Vail reported 28 rooms and many were scattered at various hotels. Started advertising in TOV/CSE DRAFT Minutes November 6, 2013 Page 19 of 20 Sports Car Market – premiere car enthusiast magazine in the world. Will do a car auction and expect to bring in huge numbers for cars. Car auction will take place at the airport. Car people like doing events on lawn maybe doing a tent and dinner at Betty Ford Alpine Gardens? Want to continue to grow the event and keep the event successful. Vail is a big part of the draw for this event. Hard to come up with the money to do everything we want to do. Hoping to get some CO Grand cars involved this year. Will keep doing it. • Bruno – is there income? Answer – so far away from that, doing it for fun and charity. We put a lot of our own money into this to make it better. Doug went to 9 shows to attract car owners and his own dime. • Kundolf – is $2500 for advertising? Answer – No, it’s for insurance and a new banner for Vail. • Navas – good patch of lawn in Golden Peak. Not sure how large relative to needs. Doug will scope it out. Is the request $2500 Vail only? Answer – this issue with security is for people on bikes and skate boards coming through Vail Village. Did not get security it was too expensive. Quote from VPD was $1500, around $100 per hour per person. • Kelli – we could do a dismount zone this year. Town can do it. Work with Sybill during map and permitting.  Motion to adjourn into Executive Session at 4:46 p.m., pursuant to: 1) C.R.S. §24-6- 402(4)(e) - to determine positions, develop a strategy and instruct negotiators, Re: 2014 Contracts. M/S/P: Kundolf/Bank/Unanimous. The motion passed 6-0.  Motion to adjourn from Executive Session at 5:30 p.m., and reconvene the regular meeting. No decisions were made and no discussion of unnoticed topics took place. M/S/P: Kundolf/Davis/Unanimous. The motion passed 5-0, as Bank had left the meeting at 5:20 p.m.  Motion to adjourn the meeting at 5:31 p.m. M/S/P: Davis/Cassidy/Unanimous. The motion passed 5-0, as Bank was no longer present. UPCOMING MEETINGS: CSE Special Meeting to determine 2014 Event Funding Allocations: Wednesday, November 11, 2013 @ 8:00 a.m. – 2:00 p.m. Antlers Condominiums and Conference Center Thursday, November 21, 2013 @ 8:30 a.m. Antlers Condominiums and Conference Center Joint meeting with the VLMDAC to present the CSE’s allocations for Special Events in 2014. Tuesday, December 3 @ TBD TOV/CSE DRAFT Minutes November 6, 2013 Page 20 of 20 Presentation to the Town Council (Evening Session): • Review of Events in 2013 • Present revised CSE Strategic Plan • Review and request approval for 2014 Special Event Allocations Wednesday, December 4 @ 8:30 a.m. Vail Town Council Chambers Regular monthly CSE Meeting TOV/CSE Minutes November 11, 2013 Page 1 of 8 DRAFT MINUTES: COMMISSION ON SPECIAL EVENTS (CSE) SPECIAL MEETING Antlers @ Vail Condominiums and Conference Center Wednesday, November 11, 2013 @ 8:00 a.m. CSE Members Present: Jenn Bruno Amy Cassidy Dave Chapin Barry Davis Rayla Kundolf Bobby Bank CSE Members Absent: None Town of Vail Staff Present: Sybill Navas, CSE Coordinator Kelli McDonald, Economic Development Manager Others Present: Haley McNeill, Acting Secretary for the CSE, contracted through the Vail Valley Partnership (VVP) Beth Pappas and Jamie Gunion Vail Recreation District (VRD) and Kids Adventure Race (KAR) Missy Johnson, Highline Scott Bluhm, Vail Valley Foundation Cynthia Bruggeman, Speckled-Hound Consulting Laurie Asmussen, Eagle Valley Events Meeting Materials may be viewed at: http://www.vailgov.com/WebLink8/Browse.aspx?startid=34151&row=1&dbid=0 CSE Chair, Jenn Bruno called the meeting to order at 8:05 a.m. Administrative Items: Navas reminded the CSE of the following timeline for Council’s appointments to the CSE: CSE Member terms expiring December 31, 2013: Bobby Bank and Rayla Kundolf. None are term limited. Sonny Kerstiens resigned his position on the CSE as of October 21, 2013. Jenn Bruno and Dave Chapin were elected to the Town Council, and therefor are ineligible to serve on the CSE after November 11, 2014. There are a total of 5 seats that are open for appointments. TOV/CSE Minutes November 11, 2013 Page 2 of 8 Persons interested in serving on the CSE board should submit letters of interest and experience to the Vail Town Council, Attn: Tammy Nagel, Acting Town Clerk, 75 South Frontage Road, Vail, CO 81657 by mail or in person no later than 5:00 p.m. on Tuesday, November 26, 2013. All applicants will be interviewed by the Town Council at their afternoon work session on Tuesday, December 3, 2013, with appointments to be made at the evening Council meeting on December 3, 2013. For more information, contact Sybill Navas, CSE Coordinator, at 970-477-3551. Discussion and determination of 2014 Special Event funding allocations ensued, based on qualified responses to the 2014 RFP received and reviewed at the CSE meeting on November 6, 2013. Discussion and evaluation of each proposal was based on the event rankings as provided by the CSE in their scorecards following the November 6th meeting and which measured each application by specific strategic criteria. The proposals were reviewed in order, from highest to lowest, of the cumulative score received, as submitted by the CSE members’ Special Event Rating Grid scorecards. GoPro Mountain Games:  Motion to allocate $100,000 to the Vail Valley Foundation for the GoPro Mountain Games, a Tier 1 event. $15,000 of this allocation is designated to support the Bad Ass Dash obstacle race, which will be staged from Lionshead. M/S/P: Davis/Bank/Unanimous- The motion passed 6-0. CSE members agreed that should any moneys be returned to the CSE budget, they would first be allocated to this event. Vail Lacrosse Shootout:  Motion to allocate $15,000 to Colorado Lacrosse Promotions, Inc. for the Vail Lacrosse Shootout, a Tier 1 event. M/S/P: Chapin/Cassidy/Unanimous –The motion passed 6-0. It was suggested that the organizers consider allocating some of these funds for marketing the 2015 Vail Lacrosse Shootout at the World Championships in Denver this summer, and that the finals of the 2014 Vail Shootout be held in Vail. Gourmet on Gore:  Motion to allocate $45,000 to Highline for Gourmet on Gore, a Tier 1 event, contingent on obtaining a Saturday liquor license expansion into Gore Creek Promenade area. M/S/P: Kundolf/Davis/Unanimous - The motion passed 6-0. It was suggested that if Toyota is again a sponsor, more activation from them is necessary. Vail Snow Daze:  Motion to allocate $45,000 to Highline for Vail Snow Daze, a Tier 1 event. M/S/P: Cassidy/Bank/Unanimous - The motion passed 6-0 TOV/CSE Minutes November 11, 2013 Page 3 of 8 KEEN Vail Kids Adventure Race:  Motion to allocate $35,300 to the Vail Recreation District for the KEEN Vail Kids Adventure Race, a Tier 2 event, with the requirement of the addition of a third race day. M/S/P Bank/Chapin/ Unanimous - The motion passed 6-0 It was suggested that measures be implemented to increase destination involvement and to further increase sponsorship development. The America Cup Fly Fishing Tournament:  Motion to allocate $8,500 to John Knight for The American Cup Fly Fishing Tournament, a Tier 3 event. M/S/P: Davis/Cassidy/Unanimous - The motion passed 6-0 Kick-It 3v3 Soccer:  Motion to allocate $40,000 to North American Sports Group for the Kick-It 3v3 Soccer Tournament, a Tier 1 event. M/S/P: Cassidy/Chapin/Unanimous - The motion passed 6-0 The CSE encouraged them to pursue Vail Village and Lionshead activations, as well as to promote lodging for participants and spectators in Vail, particularly since the event will be taking place on the Edwards fields due to the Ford Park reconstruction. Spring Back To Vail:  Motion to allocate $35,000 to Highline for Spring Back to Vail, a Tier 1 event. M/S/P: Davis/Bank/Unanimous - The motion passed 6-0 Taste of Vail:  Motion to allocate $37,500 to the Taste of Vail, a Tier 2 event, with $20,000 designated to support the Lamb Cook-off and $17,500.00 allocated to the Debut of Rose event in Lionshead. It is strongly encouraged that this event work with TOV staff to help ensure that trash removal meets requirements. M/S/P: Kundolf/Chapin/Unanimous - The motion passed 6-0 Vail Beaver Creek Restaurant Week:  Motion to allocate $14,000 to Group 970 for Vail Beaver Creek Restaurant Week, a Tier 2 event, with the stipulation that the participating restaurants be listed in alphabetical order and not by community, and that the font size for Vail and Beaver Creek logos are allocated space equally. M/S/P: Chapin/Cassidy/Unanimous - The motion passed 6-0 TOV/CSE Minutes November 11, 2013 Page 4 of 8 Vail Living Well Summit:  Motion that the Living Well Summit be recommended to the Town Council for full funding at $35,000 under the new Life Long Learning category. M/SP: Cassidy/Davis/Unanimous- The motion passed 6-0 Feast! Vail:  Motion to allocate $85,000 to Highline for Feast! Vail, a Tier 2 event, with the following stipulations: • A fully developed marketing plan will be presented at the February CSE meeting • Partner with and support the Vail Valor Races • Implement the marketing and event planning earlier in the spring M/S/P: Davis/Chapin/Bank opposed – The motion passed 5-1 Vail America Days:  Motion to allocate $70,000 to Highline for Vail America Days, a Tier 1 event, with the following stipulations: • The event will be a one day event, on Friday, July 4th and will include management of the parade, fireworks and marketing • Highline shall work cooperatively with both Solaris management and the CSE • Traditional fireworks are recommended. Should drought conditions exist that would prevent this use, then suggest approaching the Town Council for additional funding to use the close proximity variety • Recommendation to the Town Council that this event become a line item in the overall TOV budget beginning in 2015. M/S/P: Kundolf/Davis/ Unanimous - The motion passed 6-0 Vail Rocks:  Motion to allocate $25,000 to Love Hope Strength Foundation for Vail Rocks!, a Tier 2 event, to take place from August 15-17, 2014. M/S/P: Chapin/Bank/Unanimous – The motion passed 6-0 The CSE requested that the names of participating/performing artists be announced earlier. King of the Mountain Volleyball:  Motion to allocate $15,000 to Leon Fell for King of the Mountain Volleyball, a Tier 2 event. The funding is allocated for support of the tournament only, and to assist in the additional cost of using the Eagle-Vail fields in light of the Ford Park construction in 2014. Should a new event from the AVP come forward, the producer must submit a new proposal to the CSE for any additional funding. M/S/P: Bank/Davis/Unanimous – The motion passed 6-0 Vail Oktoberfest:  Motion to allocate $42,500 to Highline for Vail Oktoberfest, a Tier 1 event. M/S/P: Cassidy/Davis/Unanimous – The motion passed 6-0 TOV/CSE Minutes November 11, 2013 Page 5 of 8 Vail Farmers’ Market and Art Show:  Motion to allocate $35,000 to the Meadow Drive Partnership/Vail Farmers’ Market, a Tier 2 event. M/S/P: Davis/Bank/Unanimous – The motion passed 6-0 Vail Film Festival:  Motion to allocate $35,000 to Colorado Film Festival, LLC for the Vail Film Festival, a Tier 2 event. M/S/P: Kundolf/Chapin/ Davis opposed – The motion passed 5-1 PINK Vail:  Motion to allocate $10,000 to the Vail Valley Medical Center for PINK Vail, a Tier 2 event, with the stipulation that this money be earmarked as marketing dollars and to work in partnership with the Taste of Vail to promote the Debut of Rose event. M/S/P: Chapin/Cassidy/Unanimous – The motion passed 6-0 Vail Kids Adventure Club in Lionshead:  Motion to allocate $20,000 to Blue Creek Productions for Vail Kids Adventure Club in Lionshead, a Tier 2 event. M/S/P: Bank/Kundolf/Unanimous – The motion passed 6-0 Colorado Grand LH Merchants Enhancements:  Motion to allocate $5,000 to the Lionshead Merchants Association for the Colorado Grand LH Merchants Enhancements, a Tier 3 event. M/S/P: Cassidy/Davis/Unanimous – The motion passed 6-0 Wednesday Night Vail Summer Bluegrass Concert Series:  Motion to recommend this new event, which would collaborate on the use of the Jazz Festival tent in Lionshead to the Town Council for up to $80,000.00 in supplemental funding, contingent on confirmation that the level of talent proposed in the application will be delivered. M/S/P: Davis/Cassidy/Unanimous- The motion passed 6-0 Navas was asked to confirm with Ariel Rosemberg and request that he attend the presentation to the Town Council on Tuesday, December 3rd. Colorado Grand Finish Line and Concours:  Motion to allocate $2,500 to the Colorado Grand for the Colorado Grand Finish Line and Concours, a Tier 3 event. M/S/P: Kundolf/Chapin/Unanimous – The motion passed 6-0 TOV/CSE Minutes November 11, 2013 Page 6 of 8 Noram Cup:  Motion to allocate $2,000 to Ski and Snowboard Club Vail for the Noram Cup, a Tier 3 event. M/S/P: Chapin/Cassidy/Unanimous – The motion passed 6-0 Big Beers, Belgians & Barleywines:  Motion to allocate $10,000 to Laura Lodge for the purpose of increased marketing for the Big Beers, Belgians & Barleywines Festival, a Tier 2 event. It was confirmed that marketing dollars could be spent in 2014 for the 2015 event, given that it occurs so early in January. M/S/P: Kundolf/Bank/ Cassidy and Bank Opposed – The motion passed 4-2 Vail NYE:  Motion to allocate $7,500 to Highline Sports and Entertainment for Vail NYE, a Tier 3 event. M/S/P: Chapin/Davis /Unanimous – The motion passed 6-0 Vail Automotive Classic:  Motion to allocate $2,000 to Doug Landin/Vail Automotive Classic for the Vail Automotive Classic, a Tier 3 event. M/S/P: Bank/Cassidy/Unanimous Resurrection Fighting Alliance: There was some discussion among CSE members as to whether this media event should be suggested for funding to the Vail Town Council, but after some deliberation the felt that it was not a strong fit for the “Vail Brand.” Vail HoliDaze:  Motion to allocate $55,000 to Highline for Vail HoliDaze, a Tier 2 event. M/S/P: Kundolf/Davis/Unanimous – The motion passed 6-0 The CSE recommended that this event be included as a line item in the overall Town of Vail budget, beginning in 2015. Vertical Express:  Motion to allocate $1,000 to Can Do Multiple Sclerosis for the Vertical Express, a Tier 3 event. M/S/P: Chapin/Bank/Unanimous – The motion passed 6-0 Lionshead Fall Wine Festival:  Motion to allocate $20,000 to Eagle Valley Events for the Lionshead Fall Wine Festival, a Tier 2 event. M/S/P: Bank/Cassidy/Davis opposed- The motion passed 5-1 It was noted that this event is positioned as a kick off to Vail-Beaver Creek Restaurant Week, and that the two events should work collaboratively on their marketing. TOV/CSE Minutes November 11, 2013 Page 7 of 8 Vail Culinary Demonstrations: Although the CSE members thought this was an intriguing suggestion, they did not feel that the proposal was fully thought out, and that it should be brought back next year with consideration of incorporating a purchase of the tent into the Town of Vail capital budget, should the restaurant community support the concept. Vail Whitewater Race Series:  Motion to allocate $5000 Alpine Quest LLC for the Vail Whitewater Race Series, a Tier 3 event. M/S/P: Cassidy/Bank/ Unanimous, with Davis absent from the room the motion passed 5-0 Vail Arts Festival:  Motion to allocate $10,000 to Eagle Valley Events for the Vail Arts Festival, a Tier 2 event. M/S/P: Chapin/Davis/ Bank and Kundolf opposed – The motion passed 4-2 There was consensus among CSE members that this event’s 30+ year history in Vail deemed it a “Vail” event and that the feedback from the Lionshead merchants regarding this event and the other Arts Festival proposal was not made clear in a manner that represented the overall Lionshead Merchant Association. Laurie Asmussen committed to work with the organization to incorporate their recommendations. Vail Valor Races:  Motion to allocate $10,000 to Speckled Hound Consulting for the Vail Valor Races, a Tier 2 event, with the stipulation that the event must work in collaboration with Feast! Vail. M/S/P: Kundolf/Chapin/Unanimous – The motion passed 6-0 Vail Soul Music Festival: No funding recommended. Ultra Race of Champions: No funding recommended. Tour of Vail: No funding recommended. Holiday Events in Lionshead: No funding recommended. Valentine’s Moonlight Snow Shoe:  Motion to allocate $500 to the Vail Valley Charitable Fund in support of the Valentine’s Moonlight Snow Shoe, a Tier 3 event. M/S/P: Bank/Chapin/Unanimous - The motion passed 6-0 Colorado Craft Celebration: No funding recommended. TOV/CSE Minutes November 11, 2013 Page 8 of 8 Howard Alan Events Arts Festival: No funding recommended. CSE members felt that there was a lack of consensus from the Lionshead Merchants, and that their feedback needed to come earlier in the process.  Motion to approve total 2014 Special Event funding budget in the amount of $843,300, as proposed. M/S/P: Chapin/Bank/Unanimous- The motion passed 6-0 New Business: No new business was discussed. Adjournment:  Motion to Adjourn @ 12:20 p.m. M/S/P: Davis/Cassidy/Unanimous –The motion passed 6-0 UPCOMING MEETINGS: Thursday, November 21, 2013 @ 8:30 a.m. Antlers Condominiums and Conference Center Joint meeting with the VLMDAC to present the CSE’s allocations for Special Events in 2014. Tuesday, December 3 @ TBD CSE Presentation to the Town Council(Evening Session): • Review of Events in 2013 • Present revised CSE Strategic Plan • Review and request approval for 2014 Special Event Allocations The Town Council will also be interviewing candidates at their afternoon work session and will appoint new members for terms beginning January 1, 2014, and expiring December 31, 2015 at their evening session. Wednesday, December 4 @ 8:30 a.m. Vail Town Council Chambers Regular monthly CSE Meeting There will be no regular monthly CSE meeting in January, 2014