Loading...
HomeMy WebLinkAbout3.c. 2014 Living Well -Tier IV funding applicationCSE/TOV RFP for 2014 Special Events Page 1 VAIL LIVING WELL SUMMIT September 11-13, 2014 Tier IV Funding CSE Application for Funding 2014 Produced by CSE/TOV RFP for 2014 Special Events Page 2 VAIL COMMISSION ON SPECIAL EVENTS Tier IV - 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 3 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 501c3, or Not-for-Profit (501C-6) organization If applicable, please attach current State Department of Revenue Certificate with this application. • 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: 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. We’ve taken a more corporate approach to attendee acquisition this year incorporating extensive B to B networking opportunities, convening opportunities with corporate execs, government leaders and researchers to shape the direction of health and well-being, and offering corporate employee benefits through attendance. CSE/TOV RFP for 2014 Special Events Page 4 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.) In-kind services would be in the form of marketing and public relations promotional efforts centered around Vail being the destination for health and well-being and as an extension of the Vail Brand. 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 5 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: 225 *Increased spending: $175,000 CSE/TOV RFP for 2014 Special Events Page 6  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? 14% 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 be targeting corporations in the health & well-being space, and be marketing outside the Vail Valley hitting the top markets where Vail destination guests live. This requires substantial marketing dollars and all funds 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.) 44% 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 7  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. Steve Tucker 917-605-9366 stevenscotttucker@gmail.com CSE/TOV RFP for 2014 Special Events Page 8 CSE/TOV RFP for 2014 Special Events Page 9 CSE/TOV RFP for 2014 Special Events Page 10 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 11 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 12 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 13 "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 14 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 15 2013 Survey Results Please rate your overall satisfaction with the Vail Living Well Summit 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 16 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 17 CSE/TOV RFP for 2014 Special Events Page 18 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 Town Council and the CSE on any level to improve and promote the Summit going forward.