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4.a. Peak Wellness Retreat TIER IV Funding Application
VAIL COMMISSION ON SPECIAL EVENTS 2014 EVENT FUNDING APPLICATION NAME OF EVENT: Peak Wellness Retreat (PWR) PROPOSED DATE(S): May 2014 - October 2014 EVENT GOALS: ¥ To establish Vail as the healthiest place on Earth. PWR will help position Vail as a true health and wellness destination. ¥ To provide opportunities for intellectual dialogue and continued education through the medical speaker series, cooking classes, and health-focused seminars. ¥ To reinforce the fabric of the community by aggregating community health and wellness resources and creating collaborative efforts between multiple local businesses. ¥ To create the specific product that “supports the key brand messaging of world-class outdoor recreation, culture and well-being, and brings it to life experientially.” ¥ To contribute to the event calendar with active and health focused community events: PWR Grand Opening (which includes a Women’s Weekend with Ellen Miller). ¥ To bridge the gap between summer and winter business and put heads in beds in off-season. ¥ To create media and sponsorship opportunities by partnering with professional athletes and established local celebrities for program participation. ¥ To facilitate an executive retreat experience that includes an annual Executive Physical at VVMC coupled with Vail Leadership Institutes’ Executive Leadership Education. ¥ To create a community wellness non-profit fund that can help provide scholarships for future health and wellness focused businesses. AMOUNT OF CASH FUNDING REQUESTED: $24,140 This will be somewhat of a unique application for CSE funding, as we are requesting funds to be used both for program development for a new Health & Wellness focused business in Vail as well as the specific activations related to the launch of the program. We have provided the description, benefits, and budgets for both the company and each event (activation) for full understanding. We’ve broken down our development into different projects that are foundational pieces of PWR, meaning the funds allocated to the initial development will carry over to impact multiple years of the operation. ¥ Priority #1: $7,750: Dine around & nutrition program with Essential Wellness & Kelly Liken ¥ Priority #2: $6,750: Peak Grand Opening and Women’s Weekend ¥ Priority #3: $5,000: Educational speaker series at Vail Vitality Center ¥ Priority #4: $4,640: Pilot Program for 3 people; media, sweepstakes, or board members PRODUCING ENTITY: 1. Names: Gaby Milhoan, CEO & Founder and Lauren Arnold, COO & Founder 2. Applicants: Gaby Milhoan, Lauren Arnold, Jeff Morgan - Director, Vitality Center 3. Mailing Address P.O. Box 4172 Vail, CO 81658 Physical Address: 352 East Meadow Drive Vail, Colorado 81657 4. Contact Info: Gaby Milhoan gaby@peakwellnessretreat.com (970) 343-0419 Lauren Arnold lauren@peakwellnessretreat.com (970) 390-5753 2 5. Company Website: www.peakwellnessretreat.com 6. Number of Years: New Business Opening June 2014 7. Mission Statement: Create the world’s best destination wellness experience by packaging outdoor adventure with access to top experts in the fields of nutrition, fitness, integrative medicine, cardiology, orthopedics, and sports performance. Vision: To build a healthier community in Vail, through and enterprise that is highly profitable, does right by the world, creates a legacy for generations of Vail lovers, and makes our community a stronger and more vibrant place. 8. Organization's tax status: LLC, for profit. Does the Event benefit a charity? We intend to create community wellness fund in which we will donate 1% of proceeds on a quarterly basis. The purpose of this fund is to help support future wellness related businesses and initiatives in Vail. Once developed, we will encourage other local business to support this fund as well. EVENT DESCRIPTION: 1. Company Description: PWR provides a high-end destination wellness adventure that includes physical and medical assessments, personalized fitness training, fun mountain activities, nutritious dining experiences, and comprehensive lifestyle planning. The ‘vacation- like’ experience helps clients view their complete health picture, achieve individual goals, and elevate their well-being; while they enjoy Vail’s natural splendor, community, and culture. While here, guests participate in a results-oriented all-inclusive program tailored to their individual needs. Targeted primarily to the destination wellness traveler with an average stay of 7 days. Event Description: PWR is seeking funds to support the grand opening and business launch this summer, broken down into one activation and three programming components. The activations will generate awareness, create a “wellness” buzz, as well as provide revenue to multiple constituents in town. The programming pieces will create educational opportunities for locals and destination guests as well as position Vail as a healthy destination. We’ve included full description for each specific activation/programming component under Budget, question 3. Business Model: Peak Wellness Retreat (PWR), a partnership between Gaby Milhoan and Lauren Arnold, is a limited Liability Company licensed in Colorado. PWR owns and operates www.peakwellnessretreat.com, a new booking engine where retreat services will be sold. In addition to providing sales, marketing and administrative functions, PWR coordinates programming components with facility, restaurant, medical, and service partners. PWR manages the customer, including pre and post arrival communication and is the on-site point of contact for each guest. PWR carries the overhead and client acquisition costs associated with each customer and provides incremental revenue to our partners via services sold on a wholesale relationship. Peak Solution: The Eagle County Economic Plan defines the three pillars of our community’s new economy as Travel & Tourism, Health & Wellness and Education. PWR perfectly marries these three pillars into one new offering. PWR is not re-inventing the wheel, but simply packaging existing health & fitness resources into a comprehensive destination wellness retreat to create a new revenue stream in Vail. 3 2. Where will the event be located within the Town of Vail? PWR is a standing operation that operates permanently from May 1 - October 30 every year (Opening June 1, 2014). PWR will drive business to the following entities as well as any others who want to participate: ● Vail Athletic Club ● Vitality Center ● Terra Bistro ● Restaurant Kelly Liken ● Vail Valley Medical Center ● Howard Head Sports Medicine ● Sweet Basil ● La Tour ● Vail Mountain Lodge ● Tivoli ● Christiania ● Vail Leadership Institute Participating Lodging Partners We will pursue additional wholesale relationships to be able to offer a wider range of accommodations. Once programming components and strategic relationships are in place, we will begin community outreach for any hotel and condo partner that wants to participate. Location Details: Each week-long program kicks off with a comprehensive series of fitness and medical testing that includes BMI, VO2, blood work, and body age facilitated by Vail Valley Medical Center and Vitality Center. Based on the results, an individualized, all- inclusive program is created that couples a customized nutrition plan with a regimented workout schedule that features a combination of cardio, strength and personal training. Indoor and outdoor fitness is based at Vail Athletic Club. Breakfast and lunch will be served at Terra Bistro, dinners served at Terra Bistro, Kelly Liken, and others health conscious restaurants in town that want to participate and can meet PWR criteria (we are reaching out to Sweet Basil and La Tour). Program participants will attend Bravo!, Dance Fest, Go Pro games, and other town of Vail events whenever these events occur during their stay. 3. Will any portion of the event take place outside of the Town of Vail? No 4. Are additional in-kind services being requested from the Town of Vail? Yes ● Round-about and in town banners ● Occasional booth at Vail Farmers Market and Art Show ● Banner inclusion at signature events ● 8-10 uses of Lionshead welcome center room for educational series ● Connection with event sponsors ● Inclusion in email marketing ● Incorporation in the collaborative marketing efforts between Town of Vail & Vail Resorts 5. Is this a new or existing event? New 6. People: ● Number of participants anticipated: 2 to 8/week with max capacity at 20/week. ● Number of volunteers needed : None ● Number of event staff: Current staff at Vitality Center, restaurants, hotels, and VVMC ● Total number of spectators/attendees anticipated and estimate: ○ 20% Local ○ 30% In State (non local) ○ 50% Out of State ○ 0% International for 2014 7. Description of potential benefits to the Town of Vail. *See full budgets in Attachment B 2014 Community Impact Revenue to Vendors $196,114 Lodging Revenue $45,690 Room Nights 427 Restaurant Revenue $34,160 Other Vendor Revenue $116,264 Cost of Investment $24,140 Net "Revenue" to Vail Businesses $171,974 ROI (Revenue) 7.12 Peak Wellness Retreat Overall Benefits ● Fixes Off-Season Void - Puts heads in beds in shoulder season. ● Incremental Revenue - for the lodging, facility, F&B, medical, and activity partners and provides additional work for seasonal employees. ● Brand Alignment - Perfectly aligned with the Eagle County and TOV Economic Plans and Vail Resorts 2014 Summer brand messaging. ● Guest Conversion - Brings new non-skiers to Vail, the “Wellness Traveler.” ● Corporate Niche Market - Vail has been trying to find its stronghold in the shoulder season corporate group market for years and has always touched on health and wellness. PWR will give Vail a distinct market advantage “Have a FitMeeting© in Vail.” Dine-around & Nutrition Program with Essential Wellness & Kelly Liken Benefits ● The education seminars and cooking classes will be open to public creating additional event programming for locals and destination visitors. ● The seminars create lifelong learning opportunities with prolonged access to the resources acquired at the session via the PWR login portal on www.peakwellnessretreat.com. ● Supports local restaurants by helping them become “Peak Wellness” approved so they can be included featured in the PWR dine-around program. ● Showcases Vail as a leader in wellness travel. ● Will be able to leverage Kelly Liken’s name, national PR firm, and joint marketing to generate additional exposure. PWR Grand Opening & Women’s Weekend Benefits ● Brings locals and local businesses together to showcase all the health and wellness resources in our community. ● Low-cost, additional exposure to local businesses and community. ● Educational opportunity for hotels, group sales teams, concierge, etc. so that they can learn about PWR to be able to offer this additional program to their clients on a referral basis, which will bring additional incremental revenue to lodging partners in the TOV. ● We are working on front-range and national PR exposure for this event. ● The Women’s Weekend will provide an additional event to draw destination visitors and front range guests by packaging access to Kevin Miller and his emphasis on whole, organic food, with the athletic experts Ellen Miller, Mia Stockdale and Angela Muzic. ● We will also leverage Ellen Miller’s PR and media following. Educational speaker series at Vail Vitality Center Benefits ● Further strengthens Vail’s reputation as a healthy destination. ● Delivers education for our community and destination travelers. Pilot Program Benefits ● Generates excitement and fosters support of a new health focused business in Vail. ● Shows the community how this new offering can help grow the Vail economy and foster collaboration between local businesses. ● This can be used for a sweepstakes to generate exposure, for media/travel writers or for any three people that CSE chooses. 5 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. *See Attachment B: PWR BUDGETS 2. What % of the total event budget is the CSE being asked to fund? 2014 PWR Total Budget Total Expenses $356,195 Total PWR Marketing Budget $55,190 CSE Contribution $24,140 % of Total Expenses 7% 3. Describe briefly how you will use the funds that you are requesting from the CSE. ● $7,750 – Dine-around & nutrition program with Essential Wellness & Kelly Liken ○ This is the core educational programming piece that will become the foundation of all of the activations, programming and retreat services. Funds will be used to create a robust nutrition program that includes “Peak Approved” menu items at several Vail restaurants. These fees will be paid directly to Essential Wellness and Kelly Liken in exchange for their consultation and participation in collaborative meetings with six local restaurants to review/create “Peak Approved” menu items. They will also develop nutrition based educational programming and the “Cooking with Kelly” class offered to retreat guests and the public. With their involvement, PWR will offer several classes throughout the summer that provide guests an intimate experience with a world-renowned chef. ● $6,750 – PWR Grand Opening & Women’s Weekend ○ A kick off event for the community with all of our partners to showcase PWR programs. This event will include health assessments, fitness programming from VAC, outdoor fitness training, educational programming, food from all of our restaurant partners, spa services and much more. It will additionally include a unique offering for destination guests and locals to experience hiking on Vail Mountain with one of the best female climbers in the world. This two-day offering will include lodging, indoor and outdoor training, healthy meals, educational sessions, and fun activities. We expect 15-20 women. ● $5,000- Educational speaker series at Vail Vitality Center ○ The Vail Vitality Wellness Professional speaking series has brought valuable educational material to our local community and visitors alike over the last two years. To enhance the quality and bring in more largely recognized professionals, we are asking for funds to host the 2014 speaker series July - September. Each of the hand selected professionals provide a complete view of preventative medical tools. Each series follows a set topic within preventative medicine, then filters all of the nations current messages being provided in magazines and other publications, finally giving the participants a clearer view of the choices they can make in the Health and Fitness industry. ● $4,640 - Pilot Program for 3 local community members (chosen by CSE board) ○ Three participants will be chosen to participate in a 4-day program at cost. They can help offer feedback on program development and execution, and get familiarized with this new business. Goal is to choose individuals who can generate the most exposure. We’d like one media participant, one contest winner, and one community member. 6 4. Should the CSE decide not to support this event will it still occur? Yes, PWR will still open. However, the CSE funding will allow PWR to build additional event and education activations that will benefit destination travelers, local community members, and local merchants. Our sales estimates are incredibly conservative in nature based on our current sales funnel, current marketing spend, and limited marketing plans. With CSE financial and in-kind support, we can drastically expand marketing efforts, which will substantially impact the included financial projections, and total revenue to the community. 5. What is the $ amount of sponsorships from alternative sources reflected in the event budget? We have yet to pursue sponsorships from third parties as we are waiting to launch the tangible product. CSE funding for the Grand Opening event will to create the platform that will showcase the product to potential apparel, energy drinks, supplements, and equipment sponsors. We also appreciate in-kind support securing sponsorships. 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.) Because this is a new business with multiple activations attached to the launch of the business, its difficult to quantify. With anticipated revenue of $333,283 in 2014, we expect PWR to be within 1-3% of breaking even our first operational year. 7. If possible would you intend to host the event in Vail beyond 2014? If yes for how many years beyond 2014? Yes, we intend to run this business for many years, see growth plan below: Growth Plan ● 2014: Launch local 1-3 day live out programs for clients that are already in Vail or visiting Vail and provide individual testing, nutrition and fitness planning. ● 2014 Season End: We plan to reinvest any profits above projections into securing a national PR relationship to implement a major media campaign for 2015. ● 2014 Season End: Target corporate groups for facilitation beginning May 2015. Vail is in need of a differentiation strategy for attracting corporate groups. The Peak Wellness Retreat is the solution. We offer a wellness program for small to medium companies that include individual testing and fitness planning to help employee morale, improve productivity, lower health insurance costs, and help businesses achieve the perfect balance of productive meetings combined with providing employees the long term tools needed to elevate their well-being. ● 2015: Launch year-long employee engagement, team building or rewards programs with the goal of bringing fitness and wellness into local and front range workplaces to improve work life balance, increase productivity, and reduce insurance premiums. Launch women’s weekends and sport specific clinics. ● 2016: Our goal is to have a branded product that is ready for franchising along with launching a healthy community dine-around program. 8. Do you anticipate requesting funding from the CSE next year? Yes, for support in launching on-site programing and additional lodging partners. See growth plan above as well. We are asking for roughly 10% of event budget next year. 7 MARKETING: 1. Please provide a detailed description of your marketing plan and indicate how the budget will support the program. *See Marketing Plan pages 8 and 9. 2. Explanation of potential for sponsorships and media exposure: Since we are partnering with a variety of local businesses we will be involved in joint marketing efforts. These joint efforts will expand the media exposure and plan to pursue key sponsorships for our sports specific weekends, speaker series, grand opening, and women’s weekend. 3. Specify any marketing support you are requesting: Inclusion of PWR messaging in the Town of Vail and Vail Resorts Summer marketing efforts will only help position Vail as a health and wellness destination. We are requesting the following in-kind support: ● Incorporation in the collaborative marketing efforts between Town of Vail & Vail Resorts ○ Online banner ads ○ Email marketing ○ Signature event marketing ○ Website links ○ Event calendar placements ○ Editorial content in Vail Daily and front range ○ Co-branding/messaging in wellness focused ad buys ● Inclusion in messaging and sales efforts for VR group sales FAM trips 4. Name, telephone number, and email addresses of your PR and marketing contacts. Website 970 Design Slade Cogswell slade@970design.com Creative Design & Marketing hyfyve Dennis McMahon dennis@hyfyve.com 8 MARKETING PLAN Industry Profile: ● The wellness traveler spends 150% more per trip than the regular traveler. ● Wellness Tourism has a 9.1% growth rate, 50% higher than regular tourism. ● Healthy hotels and fitness retreats represent 59% of the global wellness tourism market ($259/$438 billion) ● The Wellness Tourism industry is expected to grow from $438 billion in 2012 to $678 billion in 2017. ● Locally, average length of summer stay is 6 days, in the Wellness Tourism industry the average length of stay is 10 days. Customer Profile ● The first operational year Summer 2014, our primary client will be individuals 18+ who want to change their lifestyle, improve fitness, and/or lose weight. ● For the first year, we will take a maximum of 20 individuals per week ● We will use a comprehensive tracking system during the first year to clearly identify our customer demographics and further define our niche for future marketing purposes. Target Marketing Profile ● Skiers, Cyclists & Golfers 18+ who have a familiarity with Vail ● Active adults 30+ with household income of $150,000+ ● Current Fitness Camp attendees looking for a more luxurious option ● Wellness traveler Distribution Channels ● Direct: Website, Sales Agents, Direct Referrals ○ Website: We anticipate 5-10% of total sales from online bookings. ¥ E-Commerce integrated. ¥ Interactive login required forum for access to personal testing records, nutrition, recipe, training videos, etc. ¥ We have allocated $12,000 to build the website with a $250 a month maintenance fee for SEO services. ¥ Email capture lead generation. ¥ SEO rich content. ¥ Testimonials and real-time, relevant video content. ○ Sales Agents: For the first year, our direct sales force will include the management team and key trainers at VAC. The cost of the sales force is built into the compensation plan for the managers. We will also employ a programming director on a 100% commission basis that has worked at a destination fitness retreat for 5 years. He has a huge following of clients and 6 people ready to start in June/July. ○ Out-of-state Sales Agents: We will also employ out of state trainers who will bring in their “following” of guests on a 100% commission basis. Minimum of 5 guests will be required and they will be paid 20% of the revenue they generate, and be provided housing at a max cost of $1500 per month. ○ Direct Referrals - Gaby has an existing database of 60 people from past fitness retreats she has attended. Jeff has a stronghold in the fitness industry with over 200 accounts to call on high-end fitness clubs throughout the US. ● Indirect: VVP Database, lodging partner database, facility partner database ● Events: Farmers Market, Sporting events, Go Pro Games 9 Distributors ● In exchange for in-kind support, PWR will work with VBCR to sell our product through their booking engine. PR ● Celebrity Endorsement deal with Quinn Sypnewski from the Baltimore Ravens ● Pursuing TBD Celebrity trainer (TBD) ● The following are the media outlets that will be targeted: ○ News: Dallas, Houston, Chicago, Denver, Los Angeles ○ Trade: Travel & Fitness TBD ○ Publications: Self Magazine, Outdoor Magazine, Travel & Leisure, Conde Nast Traveler, Departures, ○ Blogs: Travel & Fitness TBD Market Penetration ● After our first year of operation, we will be able to identify our client acquisition cost. ● We will Google analytics to routinely monitor the effectiveness of Google Ad Words and modify as needed. ● Marketing automation system will track the effectiveness of our email campaign. ● Each sales agent will use our CRM to track their sales efforts. 10 ATTACHMENT A: RFP FOR 2014 SPECIAL EVENT FUNDING: Marketing Checklist Gate Compliance & Activation Information Activations In addition to the three educational programming components made possible by CSE funding, we will be able to deliver an activations in Vail: Peak Grand Opening for locals, which will include a Women’s Weekend targeted to destination and front range travelers. For detail’s sake, we have broken down the budget for each activation, even though they are part of the same event. Activation Budgets Women’s Weekend Budget Projected Revenue 15 $1,100 $16,500 CSE Support $2,250 Total Revenue $18,750 Costs Marketing 1 $2,250 $2,250 Ellen Miller 1 $1,500 $1,500 VAC Staff 5 $250 $1,250 Meals 15 $80 $1,200 Education Session 3 $250 $750 Cooking with Kelly Liken 1 $1,000 $1,000 Gifts 15 $30 $450 Lodging 15 $200 $3,000 Activity 15 $200 $3,000 Nutrition 15 $125 $1,875 Program Cost $16,275 Net Profit/Loss (PWR Admin Fee) $2,475 Peak Grand Opening CSE Support $3,550 Costs Food 100 $10 $1,000 Beverage 100 $10 $1,000 Schwag 100 $5 $500 Fliers 500 $0 $150 Marketing 1 $250 $250 Appearance Fees 1 $1,000 $1,000 Program Cost $3,900 Net Profit/Loss -$350 11 ATTACHMENT B: PWR BUDGETS Pricing Model PWR prices each package by the items included in each week-long experience. Below you can see the revenue allocated for each service provider per package sold, or PWR’s “cost” per package. We then add administration fee to cover our overhead and time. Signature experience (no lodging) Item Qty Per item price Total price Membership (VAC) 1 $22.50 $22.50 Testing (VAC) 1 $487.50 $487.50 Training (VAC) 2 $56.25 $112.50 Class (Various) 10 $15.00 $150.00 Massage (Spa) 1 $90.00 $90.00 Nutrition (Ess Well) 2 $100.00 $200.00 Physical (VVMC) 1 $200.00 $200.00 Structural analysis (HHead) 1 $160.00 $160.00 Meals (Various) 7 $80.00 $560.00 Total package cost $1,982.50 Pricing with Hotel The following charts show how we build the full package price; incorporating lodging, and mark-up. This illustrates the amount of revenue lodging partners will earn per retreat sold. This shows gross profit, not net profit after operating expenses. Signature experience w/ hotel Signature experience w/ condo Item Cost Item Cost Vendor cost $1,983 Vendor cost $1,983 Lodging cost $1,114 Lodging cost $1,562 COGS $3,097 COGS $3,545 Admin fee 50% Gross margin 50% Sales price $4,645 Sales price $5,317 Gross profit PWR $1,548 Gross profit PWR $1,772 Community Impact In summary, the community impact shows anticipated revenue for the various partners in our first operational year. We anticipate growth of over 50% for 2015. 2014 Community Impact Revenue to Vendors $196,114 Lodging Revenue $45,690 Room Nights 427 Restaurant Revenue $34,160 Other Vendor Revenue $116,264 Cost of Investment $24,140 Net "Profit" to town of Vail $171,974 ROI 7.12 12 2014 Sales Projections The following shows our sales projections for 2014. These projections are very conservative and realistic. We have the capacity to sell 480 retreats, and do anticipate more than what we’ve projected, but want to keep our goals realistic based on our current marketing plans. Operating Expenses The following chart shows PWR operating expenses for 2014. Community Partner Revenue This illustrates PWR’s CoGS, or “Revenue to Vendors” as referenced in in question #7 (Event) 2014 YEAR-END # OF PACKAGES SOLD 61 QTY PRICE TOTAL QTY PRICE TOTAL QTY PRICE TOTAL QTY PRICE TOTAL QTY PRICE TOTAL Signature Experience w/ Lodging 1 $ 4,645 $ 4,645 4 $ 4,645 $ 18,581 6 $ 4,645 $ 27,872 4 $ 4,645 $ 18,581 1 $ 4,645 $ 4,645 $ 97,568 Signature Experience - No Lodging 1 $ 5,317 $ 5,317 2 $ 5,317 $ 10,635 2 $ 5,317 $ 10,635 2 $ 5,317 $ 10,635 1 $ 5,317 $ 5,317 $ 69,134 Sports Performance w/ Lodging $ 3,469 $ - $ 3,469 $ - 2 $ 3,469 $ 6,939 2 $ 3,469 $ 6,939 2 $ 3,469 $ 6,939 $ 38,169 Sports Performance - No Lodging $ 6,110 $ - $ 6,110 $ - 1 $ 6,110 $ 6,110 1 $ 6,110 $ 6,110 1 $ 6,110 $ 6,110 $ 48,881 Weight Loss w/ Lodging 2 $ 6,782 $ 13,563 4 $ 6,782 $ 27,127 6 $ 6,782 $ 40,690 3 $ 6,782 $ 20,345 1 $ 6,782 $ 6,782 $ 142,432 Weight Loss - No Lodging 1 $ 5,178 $ 5,178 2 $ 5,178 $ 10,356 2 $ 5,178 $ 10,356 2 $ 5,178 $ 10,356 2 $ 5,178 $ 10,356 $ 72,498 Executive Longevity w/ Lodging $ 7,388 $ - $ 7,388 $ - 2 $ 7,388 $ 14,777 1 $ 7,388 $ 7,388 0 $ 7,388 $ - $ 59,111 Executive Longevity - No Lodging $ 6,670 $ - $ 6,670 $ - $ 6,670 $ - $ 6,670 $ - $ 6,670 $ - $ 33,348 TOTALS $ 28,704 $ 66,699 $ 117,378 $ 80,354 $ 40,149 $ 333,283 21 AUGUST 15 SEPTEMBER 8 OCTOBER 5 JUNE JULY 12 2014 OPERATING EXPENSES JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER ANNUAL Salaries $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $42,000 Employee Benefits Commission $1,148 $2,668 $4,695 $3,214 $1,606 $13,331 Insurance $450 $450 $450 $450 $450 $450 $450 $3,150 Marketing/Advertising $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $8,000 Print Marketing Rack Card $750 $750 Business Cards $400 $400 Brochure $500 $500 Online Marketing $1,000 $300 $300 $300 $300 $300 $300 $2,800 Branding $3,500 $3,500 Website $4,000 $8,000 $12,000 Payment Gateway $400 $574 $1,334 $2,348 $1,607 $803 $0 $7,066 970 Design $250 $250 $250 $250 $250 $250 $250 $1,750 CRM $250 $100 $100 $100 $100 $100 $100 $100 $950 Meals & Entertainment $50 $100 $150 $150 $150 $150 $150 $150 $150 $1,200 Office Expenses Consulting Fees $3,550 $3,200 $6,750 Speaker Series $1,000 $1,000 $1,000 $1,000 $1,000 $5,000 Professional Services $250 $250 $250 $250 $250 $250 $250 $1,750 Payroll/Accounting Licensing Trademarking $50 $200 $250 $12,390 $12,390 Certifications Legal Fees $2,500 $500 $500 $3,500 Loan Repayment $500 $500 $500 $500 $500 $2,500 Research & Development $0 TOTAL FIXED OPERATING EXPENSES $50 $0 $7,500 $250 $18,450 $14,922 $26,892 $17,043 $14,821 $12,909 $8,500 $8,200 $129,537 Events (Education, Test Groups, Grand Opening) 2014 YEAR-END # OF PACKAGES SOLD 61 QTY COST TOTAL QTY COST TOTAL QTY COST TOTAL QTY COST TOTAL QTY COST TOTAL Signature Experience w/ Lodging 1 $3,097 $ 3,097 4 $3,097 $ 12,388 6 $3,097 $ 18,581 4 $3,097 $12,388 1 $3,097 $ 3,097 $ 65,051 Signature Experience - No Lodging 1 $1,983 $ 1,983 2 $1,983 $ 3,965 2 $1,983 $ 3,965 2 $1,983 $ 3,965 1 $1,983 $ 1,983 $ 25,781 Sports Performance w/ Lodging $4,073 $ - $4,073 $ - 2 $4,073 $ 8,146 2 $4,073 $ 8,146 2 $4,073 $ 8,146 $ 44,811 Sports Performance - No Lodging $2,959 $ - $2,959 $ - 1 $2,959 $ 2,959 1 $2,959 $ 2,959 1 $2,959 $ 2,959 $ 23,673 Weight Loss w/ Lodging 2 $3,706 $ 7,411 4 $3,706 $ 14,823 6 $3,706 $ 22,234 3 $3,706 $11,117 1 $3,706 $ 3,706 $ 77,835 Weight Loss - No Lodging 1 $2,591 $ 2,591 2 $2,591 $ 5,183 2 $2,591 $ 5,183 2 $2,591 $ 5,183 2 $2,591 $ 5,183 $ 36,287 Executive Longevity w/ Lodging $4,926 $ - $4,926 $ - 2 $4,926 $ 9,851 1 $4,926 $ 4,926 0 $4,926 $ - $ 39,408 Executive Longevity - No Lodging $3,811 $ - $3,811 $ - $6,670 $ - $6,670 $ - $6,670 $ - $ 27,632 TOTALS $15,082 $ 36,358 $ 70,919 $48,683 $25,073 $ 196,114 8 JUNE JULY AUGUST SEPTEMBER OCTOBER 5 12 21 15 13 PWR Income Statement Based on current sales projections, PWR is scheduled to show a minimal loss of less than <$10k for our first year. Note that PWR members are receiving a $3,000 per month salary each from June – December, and are not receiving any other earnings. 2014 Income Statement Revenue $333,283 COGS $209,445 Discounts Gross Profit/Loss $123,838 Capital Expenses $4,200 Overhead $129,537 EBITDA ($9,899) Interest Tax Withholding Depreciation Loan Repayment 0 Net Profit/Loss $(9,899) 14 ATTACHMENT C: Referrals and References Andy Daly- skidaly100@gmail.com Jack Eck- eck@vvmc.com Ross Iverson- ross@vailleadership.org John Horan-Kates – john@vailleadership.org Mia Vlaar- MVlaar@eastwestresorts.com 15 ATTACHMENT C: Referrals and References Cont. 16 ATTACHMENT C: Referrals and References Cont. P.O. Box 7210 Avon, CO 81620 | 970-926-7800 | VailLeadership.org ! April 25, 2014 To Whom It May Concern: I have had the pleasure of working with Gaby Milhoan and Lauren Arnold on the development of Peak Wellness Retreat. Although this is a new business venture, both of the founders came into our business growth course with a very keen sense of their vision and the necessary pieces needed to create a new successful entity in the Vail Valley. When I work with Entrepreneurs, I am constantly looking for instincts and an approach that will lead to their future success. Both Gaby and Lauren possess a quality that is crucial for success, and that is adaptability. When opportunity or lack of opportunity presents itself, they find a way to adapt their business model to head in new a direction for long-term success without looking or changing their ultimate vision. I am truly excited to watch, and also support the on-going development of Peak Wellness Retreat. Sincerely, Ross Iverson President 17 ATTACHMENT D: PRODUCER QUALIFICATIONS GABY MILHOAN FOUNDER AND CHIEF EXECUTIVE OFFICER Originally from Texas, Gaby has worked in the hospitality and sales and marketing industry in the Vail Valley or over ten years. She is fluent in Spanish and has Bachelor's Degrees in Finance, International Business, and Marketing from Saint Louis University. She began her career working in marketing and publicity for large companies such as Red Bull and NASCAR, then relocated to Vail in 2004 to pursue her passion for outdoor recreation and adventure. The Peak has been Gaby’s vision since 2011, when she had her first personal experience at a live-in style fitness program. Her success during the program, along with being an integral part of the major lifestyle changes of numerous others, made Gaby realize that opening and running a similar program in the Vail Valley was her true calling in life. Gaby most recently directed the group, international, and travel industry sales and marketing efforts at East West Resorts, and there acquired the knowledge and expertise of how to generate demand, find the right customer, and convert them to evangelists for the brand she sold. Gaby is passionate about her family, the mountains, snowboarding, sailing, being physically and spiritually healthy, and having fun. LAUREN ARNOLD FOUNDER AND CHIEF OPERATING OFFICER Growing up in the Vail Valley, Lauren developed a love for fitness and the outdoors at a very young age. Whether she is playing soccer, hockey, skiing, biking or doing Crossfit you will rarely find her in front of a TV. She is passionate about leading a healthy lifestyle and has completed two 70.3 Ironman triathlons in the past 3 years. Lauren has a background in online advertising and digital marketing in the entertainment and lodging industries, but has always found time to make health and fitness a top priority in her busy schedule. Driven to follow her true passion of "helping others live out loud," Lauren left her job in the lodging industry in the fall of 2013 to develop Peak Wellness Retreat, opening in Vail June 2014. 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">>=E=@<=ABCD'"A68BD97'*98P6:B7E'"II<DB9:B<7-'i(*$"-'+9AA9'XQB'^6:9'"CFA7B'"II<DB9:B<7' ! .@;;=A<<%*;@=B=BFCD'*988B<::'+C<O9C'(9C6I'(DQ<<C'(9C6I'97;'(68=BD6'h<F7;9:B<7I'97;')KK6D:B=6'X8<IN6D:B7E' ! !@=E%&:CA;<C%*;@=B=BFD'(B:F9:B<79C'&69;68IQBN-'#69A'(PBCCI-'$7:68=B6GB7E'(PBCCI-')SD6C'$$$' ! -AGHI<:;%(J=EECD''$We986-'h,(-'!9=BI-'*('%KKBD6-'*9D'%(-',X%(-'X6<NC6(<K:-'(*(-'Y6CNQB-'WFBDPO<<PI-'XFOCBIQ68-'XQ<:<IQ<N' ''''''' ' 20 LAUREN ARNOLD (970) 390-5753 • lauren@peakwellnessretreat.com EDUCATION 2004-2008 UNIVERSITY OF DENVER, Denver, CO Daniels College of Business Bachelor of Science in Business Administration, June 2008 UNIVERSITY OF GRANADA, Granada, Spain • Spanish Intensive Study Abroad Program, Sept 2007 EXPERIENCE Dec 2013- Current PEAK WELLNESS RETREAT, Founder and Chief Operating Officer, Vail, CO • Business and program development, overseeing the day-to-day operations, strategy and business decisions throughout the start-up phase and first year of operations. • Coach assigned to Sports Performance, Professional Longevity & Pro-Athlete Evolution programs • Vendor communication (Accounting, Legal, Online Marketing and Advertising, and Web) • Pre and post stay communication with assigned clients • On-site contact and concierge for assigned clients • Point of contact for all dining vendors and arrangements Dec 2011-Dec 2013 EAST WEST RESORTS, Digital Marketing Coordinator, Vail, CO • Project lead for website redesign- May 2012-October 2012 o Increased online booking 150% o Increased web traffic by 40% • Manage all website content, including site listings • Monitor Google Analytics and Ad Words o Generated $181,293 in additional revenue by implementing PPC campaigns in 2012-13 o Provide monthly Google Analytics reporting to upper management • Email Marketing Campaign Manager o Develop content, send to tailored lists using reservation data, analyze and provide post-send data • Social Media Manager- manage Facebook, Twitter, You Tube and EWR Blog • Member of Sharepoint Committee to develop a company-wide Sharepoint site • Member of Employee Council Jan 2010- June 2011 NATIONAL CINEMEDIA- Online Coordinator, Denver, CO • Generated online proposals while assisting the online sales team in constructing concepts to fit client needs • Sole campaign manager in charge of executing all campaigns from start to finish including pricing, inventory management, campaign set up, trafficking, optimization, reporting and post analysis o Major clients include Sprint, Best Buy, Sony, Fox and Lincoln o Responsible for implementing over 3.5 million dollars in campaigns o Achieved 101% growth in online sales from 2009 to 2010 o Achieved 353% growth in online sales from Q1 2010 to Q1 2011 o Achieved 402% growth in online sales from Q2 2010 to Q2 2011 • Project lead for a new online product catering to the regional sales force of 140 people o Produced seamless process between sales, service and operations teams to effectively launch product o Implemented over 80 regional campaigns from Jan 2011-June 2011 • Led accounting practices at month end by gathering campaign reports, contracts and checking final invoices • Supervised and trained one full-time online coordinator to generate proposals and reports 2007-2014 VAIL RESORTS- Ski Instructor, Vail, CO • Taught the fundamentals of skiing to both adults and children while sharing my passion for the sport. • Sought to provide guests with an exceptional experience, demonstrating commitment to client relations ADDITIONAL • Completed 2 Ironman 70.3 triathlons • Passionate adventurer, love to travel and explore the outdoors • Conversational in Spanish P.O. Box 1979, Eagle CO 81631 719-306-3117 www.AngelaGaffney.com April 29, 2014 To Whom It May Concern: I write to you today with excitement about Peak Wellness Retreat! Gaby and Lauren have created a concept that will attract visitors to our community and allow the Vail Valley to shine in a brilliant way. While the Vail Valley is recognized as a place for wellness, it lacks the ability to compete with Canyon Ranch or Miraval type resorts. These resorts offer their clients the opportunity to create an all-inclusive vacation where they can achieve balance, eat well, receive nutrition education and guidance, exercise and relax. These resorts offer a one-stop shop for clients to experience all facets of healthy living. Peak Wellness Retreats offers this same concept but with a new twist…local businesses will be a part of the health and wellness experience! From the first point of contact, to their departure for home the client will be cared for by local professionals who will support them in their quest for healthy living. Peak Wellness Retreats recognizes the need for individualized client attention. For this reason, clients will complete an extensive intake form, and Peak Wellness Retreats will schedule all necessary education programs, doctor visits, health coaching sessions, personal training sessions, cooking classes and more to support the client in their journey to healthy living. The client achieves the “one-stop shop” experience but with the expertise of local professionals. There is no better way to have the client immerse themselves in the beauty and health of the Vail Valley while providing them a stress-free experience. The health journey that begins with Peak Wellness Retreat continues at home too. Each client will have the opportunity to stay connected to their health care professionals after returning home. This provides them continued support along with the tools they’ve been provided to achieve their goals. Peak Wellness Retreat believes in helping individuals make life-long change and will support the client every step of the way. On a personal note, the first time I met Gaby and Lauren was at one of my health lectures. It was clear to me that each of them has a passion for healthy living! They are wellness warriors at heart and have the drive, the business savvy, and the proper planning in place to make Peak Wellness Retreat a success, and in turn let the Vail Valley shine. Best of all, they will support people around the world in their quest to live a long, healthy life; there is no greater service to provide than this. I look forward to supporting Peak Wellness Retreat with my expertise in nutrition and life coaching and serve the community of clients who chose the Vail Valley as their place for health and wellness. Kindest Regards, Angela Gaffney, CHC Essential Health & Wellness