HomeMy WebLinkAbout6. 2014 Funding Agreement and Packet DRAFTDecember 3, 2013
12/3/2013 CSE Release of Funds Agreement Page 1 of 3
Initial: ________
CONTACT NAME
PRODUCER: NAME OF EVENT
PRODUCER ADDRESS
CONTACT EMAIL
January 24, 2014
Dear NAME,
The purpose of this letter is to memorialize the agreement by the Town of Vail to provide
funding in the amount of XXXXXX dollars ($00,000.00) to PRODUCER NAME (“Event Promoter”) for
the purpose of putting on EVENT NAME (Event) DATE, 2014 as proposed by the Event Promoter in
the application submitted to the CSE and reviewed at their meeting on November 6, 2013, then
approved by the CSE as submitted on November 11, 2013 and hereby referred to as Exhibit “A” and
incorporated by reference. Your signature to this agreement below shall constitute acceptance by the
Event Promoter of the terms of this agreement and all conditions of approval imposed by the CSE upon
its approval of this event.
Release of Funds Schedule and Terms: This event has been designated as a Tier 2 Event*. Funds
will be distributed as follows:
• 1/3 of the amount, or $00,000.00 upon the signing of this letter of agreement and submittal of a
acceptance of pre-determined Marketing Checklist delivery dates.
• 1/3 of the amount, or $00,000.00, upon submittal of an invoice and accompanied by verification
to the Event Liaison of compliance with the Marketing Checklist and the submittal to the Special
Events Coordinator of a complete Town of Vail Special Event Permit Application, if required, 45
days prior to the event.
• 1/3 of the amount, or $00,000.00, following the presentation of a complete final event recap and
approval by a majority vote of the CSE affirming that all of the requested information has been
provided. Please schedule your recap with the Special Events Coordinator within 60 days of the
close of your event and utilize the attached guidelines as a template for your report. The
document shall be submitted to the CSE electronically a minimum of 7 days prior to the date
scheduled for the presentation and must include all of the information requested.
December 3, 2013
12/3/2013 CSE Release of Funds Agreement Page 2 of 3
Initial: ________
Final payment shall not be released by the Town of Vail until the Event Promoter has produced
sufficient evidence that the CSE may determine that the Event Promoter has fully complied with all
conditions of this agreement and any applicable Special Event Permits required by the Town of Vail
and that any outstanding debts owed to the Town of Vail, including contracts for service, sales tax
collected, or any other debt incurred through the production on the Event, are paid in full.
*Please refer to Attachment D - Marketing Checklist for a more complete description of the Event Tier
categories and associated requirements.
Brief overview form- to be completed by Event Producer: Event Producer shall provide a concise
description of the event, less than 50 words, including event URL for calendar purposes. A template for
this purpose is attached to this agreement.
Vail Brand Guidelines: The Event Promoter agrees to consult with Town of Vail Event Liaison and Vail
Local Marketing District Advisory Council (VLMDAC) representatives with respect to the appropriate
use of the Town of Vail logo and the “Vail Brand,” and agrees to the placement of the Town of Vail logo
on marketing and promotional materials associated with the event as appropriate to the level of
sponsorship. Proofs of all materials for publication which include the Town of Vail logo and/or the “Vail
Brand” require approval from the Town of Vail and the Vail Local Marketing District before to going to
print and should be submitted to the approval committee a minimum of two weeks prior.
Event Recaps and Survey Compliance: Within 60 days of the close of the event, the Event Promoter
will schedule a presentation to the Commission on Special Events, accompanied by a written, post-
event recap document on the provided CSE PowerPoint template. Guidelines for Post-event Recaps
are attached to this document for your reference. All event producers receiving public funding agree to
allow Town Of Vail to execute market research attendee surveys during the event. Tier 1 and Tier 2
event producers are required to provide recap data that is substantiated by independent 3rd party
research. Tier 3 event producers, or those receiving less than $10,000 in public funding, are
encouraged, but not required, to provide third party research data.
Special Event Permits: Additionally, the Event Promoter agrees to complete all Special Event Permit
applications that may be required for this event by the Town of Vail in a timely manner, and to comply
with all regulations pertaining to the production of Special Events within the Town of Vail. All Special
Event Permits required by the Town of Vail for the production of this event shall be submitted under the
name of the event promoter to whom the monies described herein have been granted.
Link to TOV Special Event permits:
http://vailpermits.com/PermitApplication/tabid/89/ctl/Login/Default.aspx?returnurl=%2fPermitApplication
%2ftabid%2f89%2fDefault.aspx
Indemnification: Event Promoter hereby agrees to indemnify, defend and hold harmless the Town of
Vail, the CSE and their respective agents, officers, insurers, directors, employees and self-insurance
pool from any and all liability, claims, liens, demands, actions and causes of action whatsoever arising
out of or related to any loss, cost, damage or injury of any person or damage to property of any kind
(collectively, “Claims”) arising out of any misconduct, or any alleged negligent acts, errors or omissions
of the Event Promoters, their subcontractors or any person directly or indirectly employed by them while
engaged in any activity associated with putting on the Special Event more fully described in Exhibit “A”
and as approved by the Town Council, including without limitation Claims arising from bodily injury,
December 3, 2013
12/3/2013 CSE Release of Funds Agreement Page 3 of 3
Initial: ________
personal injury, sickness, disease, death, property loss or damage, or any other loss of any kind
whatsoever, which arise out of or are in any way related to any of the activities that are a part of this
event, whether or not caused by act, omission, negligence or other fault of the Event Promoter, except
to the extent any such Claims are attributable to the Town of Vail’s or the CSE’s gross negligence or
willful misconduct.
The Town of Vail shall be listed as additional insured on any insurance policies associated with
the production of the event, and the Event Promoter’s insurance will be primary. The jurisdiction and
venue of any suit or cause of action to enforce the terms of this agreement shall lie in Eagle County,
Colorado.
Finally, by the terms of this agreement the Event Promoter shall be considered an independent
contractor, and nothing contained in this agreement shall constitute or designate the Event Promoter or
any of its employees as employees of the Town of Vail or the CSE. As an independent contractor, the
Event Promoter, its subcontractors or any person directly or indirectly employed by it are not entitled to
worker’s compensation benefits or any benefit contemplated by an employer/employee relationship.
If you are in agreement with the above terms, please indicate by signing below.
Very truly yours,
Sybill R. Navas
Coordinator, Commission on Special Events
AGREE: _________________________________________________________________
Event Promoter FEIN# Date
Attachments/Appendix:
• A - Event brief overview: please complete and return with your signed contract
• B – Guidelines for Post-Event Recaps
• C - Vail Brand Guidelines & (attached) Corporate Guidelines
• D - Marketing Checklist
• E - Event Production Marketing Checklist Gate Compliance
• F - Sponsor Benefits: Please complete and return with your signed contract
• G - Event Recap PPT templates: Please use this template for your post-event Recap report
Referred to:
• Exhibit A – Proposal Submitted by Event Producer as part of RFP process
Attachment A – Brief Event Overview Form
Submit to Town of Special Events Coordinator, Sybill Navas at snavas@vailgov.com.
Event Name:
Event Start Date:
Even Date Span, if applicable:
Event Producer Contact Name:
Production Company:
Mailing Address:
Office Phone:
Cell Phone:
Contact email:
Event URL:
Description (<300 words):
Public Relations Firm:
Public Relations Contact Name:
Office Phone:
Cell Phone:
Contact email:
Advertising Firm:
Advertising Contact Name:
Office Phone:
Cell Phone:
Contact email:
ATTACHMENT B
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:
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.
ATTACHMENT C
2014 Vail Brand Guidelines
The Vail Local Marketing District Advisory Council (VLMDAC) welcomes and encourages the
inclusion of the Vail Brand and logo in our events and partners’ marketing efforts. However, in
order to maintain the Vail Brand integrity, particular guidelines must be adhered to when
representing the Vail Brand in any marketing materials.
The VLMDAC will be hosting a Marketing/Brand Summit before the end of the ski season in
order to educate event producers on what it means to maintain the integrity of the “Vail Brand”
and its appropriate use, as well as providing information on what resources from the VLMD may
be available to assist our event partners. All events receiving public funding are strongly
encouraged to send representatives who are responsible for the event’s PR and marketing
efforts.
Creative Review Process
The VLMDAC asks that all events and partners representing the Vail brand in their marketing
materials allow a minimum of 2 weeks time for the appropriate VLMDAC/Vail Marketing
representatives to review and approve the materials prior to release. All publicly funded events
should submit proofs and/or direct any questions to TOV Event Liaison, 970-477-3417.
December 3, 2013
12/3/2013 CSE Release of Funds Agreement Page 1 of 3
Initial: ________
Attachment D – Marketing Checklist
2014 Events Plan - Marketing Checklist
Events receiving public funding are categorized into three tiers as follows:
• Tier 1: Signature Events are major events that receive significant public funding and have
established themselves over a number of years as an important contributing factor to the Vail
experience. These events require little guidance except possible enhancement suggestions. While
these events must passively comply with all gates, the entities are requested to submit the
completed “Marketing Checklist” a minimum of 60 days prior to the event date, or upon signing of
the funding agreement, whichever comes earlier. Event producer is required to submit and comply
with the marketing checklist. Use of the Town of Vail logo and the “Vail Brand” must be approved
prior to going to print.
• Tier 2: These are events that are not as established as the Signature Events, but are those in
which the CSE sees great potential. As a condition of receiving public funding, the CSE will partner
with the event from a marketing perspective. The marketing checklist guidelines are designed to
provide an improved overall local and marketing strategy, with special focus on a community
integration plan. The event producer must comply with the key marketing gates as designated in the
funding agreement in order to allow the Town of Vail to impact and interject suggested revisions.
• Tier 3: These are smaller events, characterized by receiving $10,000 or less in public funding.
Although it is suggested that these events utilize the marketing checklist as a planning tool for a
more successful event, it is not a requirement. A detailed summary of the marketing measures that
will be implemented are required to be submitted a minimum of 60 days prior to the event, or upon
signing of the funding agreement, whichever comes earlier. No significant marketing and/or
development assistance will be provided by the CSE or the VLMD.
Once a prospective event has been approved for funding, the goal of the CSE is to have a deeper,
more comprehensive view and potential involvement and oversight on its marketing strategy and plan.
The CSE shall be involved well ahead of execution, and ideally during the planning development cycle.
This review will be comprehensive but not exhaustive. The idea is not to be punitive or to create
barriers or extra cost, but to ensure that quality and excellence apply at all levels of marketing, in line
with the world class standards of the “Vail Brand.”
December 3, 2013
12/3/2013 CSE Release of Funds Agreement Page 2 of 3
Initial: ________
The required marketing ‘gates,’ specific to each event, will be outlined in the individual event funding
agreement. Key marketing ‘gates’ the CSE will engage on with each producer may include the
following:
1. Each producer will be asked to identify a marketing liaison person to serve as a go to person for
CSE Event Liaison and/or VLMDAC representative to contact.
2. Producer provides public relations press vision including event synopsis to trigger national/regional
publications at least 90 days prior to the event. If applicable, vision will be submitted to VLMDAC for
Vail Brand stories.
3. As soon after contract signing, TOV CSE Event Liaison provides upstream brand briefing with
producers, engages on general marketing direction, answers questions, aligns resource support if
needed or desired (town assets such as security et. Al.). Producer demonstrates and understanding
of the Vail Brand Guidelines (provided by TOV). CSE Event Liaison relays back to board and/or
CSE to maximize leverage opportunities.
4. Alignment and/or agreement on marketing objectives, creative strategy with CSE objectives and
Vail Brand Guidelines.
5. Event producer to provide aligned and planned marketing budget, its sum total and as a
percentage of allocation and total leveraged event budget, or simply in relation to event objectives.
6. Event producer to provide marketing strategies inclusive of target market and execution channels.
7. Event producer to provide creative strategy – a basic look and feel of creative materials, inclusive
of comped print and web materials.
a. Look, feel, tonality
b. Role of logo usage
c. Production values
d. Signage, POS and other materials
e. Cleanliness, general operations
f. Photo and video usage guidelines
8. Event producer to supply a community engagement plan and integration, inclusive of:
a. Effective communication once guests are in Vail
b. What, When, Why and How
c. Stakeholders: businesses, lodges, community info center(s) and personnel, and residents
where appropriate
d. Examples include: merchant briefing, welcome center briefing, rack cards
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12/3/2013 CSE Release of Funds Agreement Page 3 of 3
Initial: ________
9. Appropriate calendar communication and integration to local community in comprehensive hourly
schedules
a. TOV assets
b. Welcome centers
c. Bus shelters
d. Vail Marketing assets; social media, Vail.com and other communication channels
e. Hotel/Merchant/Restaurateurs/Hotel Concierges
f. Vail Daily
10. Public Relations integration for purposes of integrating and leveraging events with VLMDAC
calendar and PR efforts, may include:
a. Press release approval – include TOV footer blurb
b. Blog
c. Photo
d. B-Roll
11. Customer Service Plans – Provide ‘talking point’ sheet
a. Ticket Sales and Registration call to action and goals (ie. Flash sales, packaging, promos)
b. Channels: Vail Mountain ticket sales, Welcome Center briefing, TOV municipal front desk, etc.
c. Tier 3 only: Request attendee lodging information at event registration and/or packet pickup.
Event producer to tally and deliver data to CSE Event Liaison
12. Monthly real time executive summary to CSE Event Liaison which will be presented to CSE board
member. These are ongoing reports intended to convey proper event preparation and execution.
Town of Vail logos are available at: http://vail.sharefile.com. un: logo@vailgov.com. pw: tovlogo
Marketing Checklist Gate Compliance
Submit to TOV Event Liaison at specialevents@vailgov.com
Item Marketing Gate
Days out -
Tier 1
Signature
Days out -
Tier 2
Developing
Days Out -
Tier 3
Funding
<$10K
Deadline Date
Completed Update Notes
Contract Signed Date
Event Date
Number of days between contract signing & event 0
Item
1
Producer to provide marketing liaison
representative contact infomation for CSE/
VLMDAC contacts (Name, Email, Phone)
signing signing NA
2
Producer provides public relations press vision
including event synopsis to trigger national/regional
publications. If applicable, vision will be submitted
to VLMDAC for Vail Brand stories.
90+30 NA
3
TOV CSE Event Liaison provides producer
upstream brand briefing and producer
demonstrates an understanding of Vail Brand
90 90 NA
4
Producer provides marketing objectives and
creative strategies in alignment with Vail Brand
Guidelines
45 45 NA
5
Producers provides event marketing budget
inclusive of Marketing Checklist requirements 45 45 NA
6
Producer to provide event marketing strategies -
target market and channels 30 30 NA
7
Producer to provide event creative strategy - basic
look and feel of creative materials 30 30 NA
8
Public RelationsCommunications Plan - press
release approval, VLMD calendar, TOV footer blurb 30 30 NA
9
Appropriate calendar communication and
integration, may include welcome center, bus
shelters - comprehensive hourly schedule
21 21 NA
10
Community engagement plan and integration, may
include merchant meeting,welcome center briefing,
rack cards
14 14 NA
11
Customer service plans - Vail mountain ticket
sales, welcome center and TOV municipal front
desk 'talking points' sheet
14 14 NA
12
Monthly real time executive summary to Event
Liaison which will be presented to CSE board
members
30, 60, 90 30, 60, 90 NA
If EP has been relaying progress to TOV Event Liaison,
nothing further is needed. If EP has been out of touch,
Event Liaison will reach out for update.
The Marketing Checklist is designed to be a roadmap to supportyou in effective communicationprior to execution.Dates listed providesufficientlead time should TOV providefeedback
thatrequireschanges to bemade.Items are stronglysuggestedaspartof CSE funding.TOV EventLiaisonreserves the right to review all marketingmaterials for compliancewhere the
Vail Brand and the Town of Vail logo are incorporated.
Event Name:
Event Start Date:
Event Date Span, if applicable:
Tier Designation:
Attachment F - Sponsor Benefits
Submit to Town of Special Events Coordinator, Sybill Navas at snavas@vailgov.com.
Event Name:
Event Start Date:
Event Dates Span, if applicable:
Town of Vail Tier Designation:
Amount of Funding Allocation:
Please complete the blank template below outlining the sponsorship benefits appropriate
to the level of funding allocated to your event.
The Event Promoter agrees to ensure that all lodging inquiries resulting from the event
marketing efforts will be directed to properties within the Town of Vail whenever reasonably
possible.
Upon request, the Event Promoter will provide the CSE with copies of any film or photographs
taken at the event for the purpose of promoting the Town of Vail. Town of Vail understands that
from time to time, Event Promoter may hire third party photographers to cover the Event and
said photographers may deny the Town Of Vail use and or require the Town of Vail to receive a
formal approval from the photographer and or in some instances require payment for the use of
photography.
A sample template has been provided below. You may copy examples into the blank format if
desired. Please list only one item per cell.
Town of Vail Rights and Benefits
Based on Funding of: Notes
Town of Vail Page 2
EXAMPLES OF POTENTIAL SPONSOR BENEFITS:
Item Based on Funding Notes
The right to TOV name and/or logo on print 4-
color print ads – local and national
The right to TOV sponsor mention in all radio
advertising and promos to be aired throughout
the Vail Valley.
TOV shall receive a minimum of X PA sponsor
mentions at venue sponsor mention each day
during the Event
The right to TOV name and/or logo on all
posters and fliers
The right to TOV name and/or logo on media
releases
The right to TOV name and/or logo on website
landing page and sponsor page
The right to TOV name and/or logo on all
promotional wares (hats, tshirts, race bibs, etc)
The right to TOV name and/or logo on
credentials
The right to TOV signage displayed in venue.
The right of TOV to X X-second spots to be
aired during programming
The right to X pairs of transferable VIP
credentials - where applicable, for Town Of
Vail Council, CSE Members, Town Manager,
Assistant Town Manager, Economic
Development Manager, Special Events
Coordinator and Town of Vail Event Liaison.
The right to a TOV merchant outreach and
support program surrounding event
The right to place a printed TOV collateral
piece in X event gift bags
The right to receive X event gift bags (Vail
Town Council, CSE board & TOV CSE staff)
Town of Vail shall receive branding on
banners within any competition venues.
The word VAIL shall be included in the official
event trademark.
Town of Vail logos are available at: http://vail.sharefile.com. un: logo@vailgov.com. pw: tovlogo
Event Recap: Event Title
Commission on Special Events
(Presentation Date)January 01, 2014
Photo by Jack Affleck
Event Title: Date of event
Event Producer Name, Title
Office: 000.000.0000
Mobile: 000.000.0000
clastname@hiscompname.com
2 Town of Vail | CSE | 12/15/11
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 12/15/11
Standard of excellence met by:
•Bullet 1
•Bullet 2
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/15/11
•Exceeded expectations:
•Measures that could be taken for event improvement:
•For repeat event, comparison to past years:
Event Budget
5 Town of Vail | CSE | 12/15/11
•Total event budget:
•CSE funds:
•Profit and loss:
•Funding utilization:
•In-kind sponsorship:
•Cash sponsorship:
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
6 Town of Vail | CSE | 12/15/11
* Based on survey results.
•Estimated attendance:
•If non-ticketed, method you used to estimate attendees:
•% of people in Vail specifically for event:
•% of people attended previous years:
Estimated Results*
Demographic Profile
7 Town of Vail | CSE | 12/15/11
•Attendees came from (local, regional, out of state, international):
•Average age and income bracket of attendees:
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 12/15/11
•Lodging:
•% attendees stayed in Town of Vail:
•Average amount spent on lodging/day:
•Estimated room nights booked due to event association:
•Lodging call to action:
•Dining:
•Shopping:
•Other Activities:
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 12/15/11
•Additional Town of Vail spending event generated:
•Ratio of increased revenue to amount of funding received:
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax:**
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information:
http://www.vailgov.com/subpage.asp?dept_id=48
Visitor Intent to Return*
10 Town of Vail | CSE | 12/15/11
Satisfaction ratings:
•Bullet 1
•Bullet 2
•Bullet 3
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 12/15/11
•Bullet point Number 3
•Bullet point Number 4
•Bullet point Number 5
•Bullet point Number 6
Community Contribution
12 Town of Vail | CSE | 12/15/11
•Impact on Vail’s sense of community:
Sustainability Efforts
Green Measures
13 Town of Vail | CSE | 12/15/11
•Bullet point Number 4
•Bullet point Number 5
•Bullet point Number 6
•Bullet point Number 7, longer copy will wrap to the next line and
be indented under the first letter of the first word for that item.
Additional Information
14 Town of Vail | CSE | 12/15/11
•Provide detailed budget in attachment please
•Provide ROI explanation in attachment please
•Bullet point
Additional documents attached to presentation:
Event Recap: Event Title
COMMISSION ON SPECIAL EVENTS
(Presentation Date)January 06, 2014
Event Title: Date of event
Event Producer Name, Title
Office: 000.000.0000
Mobile: 000.000.0000
clastname@hiscompname.com
2 Town of Vail | CSE | 12/15/11(presentation date)
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 12/15/11(presentation date)
Standard of excellence met by:
•Bullet 1
•Bullet 2
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/15/11(presentation date)
•Exceeded expectations:
•Measures that could be taken for event improvement:
•For repeat event, comparison to past years:
Event Budget
5 Town of Vail | CSE | 12/15/11(presentation date)
•Total event budget:
•CSE funds:
•Profit and loss:
•Funding utilization:
•In-kind sponsorship:
•Cash sponsorship:
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
6 Town of Vail | CSE | 12/15/11(presentation date)
* Based on survey results.
•Estimated attendance:
•If non-ticketed, method you used to estimate attendees:
•% of people in Vail specifically for event:
•% of people attended previous years:
Estimated Results*
Demographic Profile
7 Town of Vail | CSE | 12/15/11(presentation date)
•Attendees came from (local, regional, out of state, international):
•Average age and income bracket of attendees:
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 12/15/11(presentation date)
•Lodging:
•% attendees stayed in Town of Vail:
•Average amount spent on lodging/day:
•Estimated room nights booked due to event association:
•Lodging call to action:
•Dining:
•Shopping:
•Other Activities:
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 12/15/11(presentation date)
•Additional Town of Vail spending event generated:
•Ratio of increased revenue to amount of funding received:
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax:**
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information:
http://www.vailgov.com/subpage.asp?dept_id=48
Visitor Intent to Return*
10 Town of Vail | CSE | 12/15/11(presentation date)
Satisfaction ratings:
•Bullet 1
•Bullet 2
•Bullet 3
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 12/15/11(presentation date)
•Bullet point Number 3
•Bullet point Number 4
•Bullet point Number 5
•Bullet point Number 6
Community Contribution
12 Town of Vail | CSE | 12/15/11(presentation date)
•Impact on Vail’s sense of community:
Sustainability Efforts
Green Measures
13 Town of Vail | CSE | 12/15/11(presentation date)
•Bullet point Number 4
•Bullet point Number 5
•Bullet point Number 6
•Bullet point Number 7, longer copy will wrap to the next line and
be indented under the first letter of the first word for that item.
Additional Information
14 Town of Vail | CSE | 12/15/11(presentation date)
•Provide detailed budget in attachment please
•Provide ROI explanation in attachment please
•Bullet point Number 5
Additional documents attached to presentation: