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2015 Peak Wellness RFP
VAIL COMMISSION ON SPECIAL EVENTS 2015 EVENT FUNDING APPLICATION NAME OF EVENT: Peak Wellness Retreat (PWR) PROPOSED DATE(S): May 2015 - October 2015 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: Second annual women’s weekend, local health & fitness retreats, and sports specific clinics. 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: $50,000 cash, $15,000 in-kind Updates since our last application/presentation: Peak Wellness Retreat has opened in Vail offering the following products for destination guests: 5-day Signature Experience and Executive Longevity programs and 10-day Total Body Overhaul and Athlete Evolution products. Website has gone live at www.peakwellnessretreat.com, with online booking capacity coming soon! Added the following product and/or activity partners: Minturn Anglers, Lakota Guides, Vail Resorts Added the following restaurant partners: Sweet Basil, Mountain Standard, Vail Resorts Dining, and Flame at the Four Seasons Added the following Lodging Partner: Four Seasons This application outlines growth plans for Peak Wellness Retreat in 2015. Funds requested will be used to develop the following programs: local mini-retreats, on-site corporate FitMeeting products at multiple lodging partners in Vail, sports specific event weekends, and a corporate wellness programs. 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. $12,500: Marketing, Advertising, PR support (including video development) $10,000: Corporate FitMeeting program development with Vail lodging partners $10,000: Corporate wellness program development with VVMC $5,000: Dine-around and activity program expansion to add more Vail partners $5,000: Development of lodging and concierge referral program $7,500: Second Annual Women’s weekend (2014 budget + 10%) 2 PRODUCING ENTITY: 1. Names: Gaby Milhoan, CEO & Founder and Lauren Arnold, COO & Founder 2. Applicants: Gaby Milhoan, Lauren Arnold 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 5. Company Website: www.peakwellnessretreat.com 6. Number of Years: New Business Opened 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 2nd operational year to help grow this new business in Vail. The funds we are asking for are broken down into six specific sections that each support the growth of the program and in turn the growth of Vail by providing 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 3 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. 2. 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. 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. 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 ● Mountain Standard ● La Tour ● Vail Mountain Lodge ● Tivoli ● Christiania ● Four Seasons ● Vail Resorts- Lodging, Dining and Activities ● Minturn Anglers ● Lakota Guides ● Vail Leadership Institute ● And more (adding new partners everyday) 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. We have currently secured deals with Vail Mountain Lodge and the Four Seasons with plans to talk with Vail Resorts/Rock Resorts properties as well as other interested lodging partners. Location Details: Indoor and outdoor fitness are based at Vail Athletic Club. Breakfast and lunch will be served at Terra Bistro, dinners served at Terra Bistro, Kelly Liken, La Tour, Sweet Basil, On-Mountain restaurants, Mountain Standard and others health conscious restaurants in town that want to participate and can meet PWR criteria. Program participants will attend local events when applicable including 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 ● Incorporation in the collaborative marketing efforts between Town of Vail & Vail Resorts ● Video creation of “A day in the life of a PWR guest” with Satchele Burns 4 ● PR campaign with Kristin Yantis and TOV ● Connection with event sponsors for event sponsorship opportunities ● Opportunity to present at the bi-annual lodging meetings ● Inclusion in VLMD email marketing ● Inclusion in VLMD and Vail Resorts social media efforts ● Inclusion in FAM trips and or International sales efforts in Mexico and Latin America 5. Is this a new or existing event? Existing (year 2) 6. People: ● Number of participants anticipated: 4 to 10/week with max capacity at 20/week. ● Groups: 20-80 per group, 4 groups next summer for 2015 ● 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 ○ 25% In State (non local) ○ 50% Out of State ○ 5% International for 2015 7. Description of potential benefits to the Town of Vail. *See full budgets in Attachment B Because we just began operating and have only run one program to date, 2014 figures and community impact are projected values. We can provide actual numbers and a detailed 2015 budget in November 2014, at the end of our operational year. 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 2015 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.” Marketing, Advertising, PR support (including video development) Helps get the word out about a new program to attract a new audience in Vail Defines wellness in Vail and creates a platform to attract the wellness traveler to Vail Provides TOV and Vail Resorts more video content for social media Provides a wellness product to Vail for the Mexico and Latin American markets who are heavily interested in wellness travel during the summer months. 5 Corporate FitMeeting Program Development with Vail Lodging Partners Provides new product for group sales managers to differentiate Vail from other mountain destinations. Helps Vail get more groups during the summer months and subsequently more revenue for the TOV. Gives lodging partners a “healthy” brand image We do the work to create nutritious menus for their catering teams and to incorporate fitness and pre-planned programming into the meeting packages for group sales teams. Dine-around & Activity program expansion to add more Vail Partners 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. Provides more local businesses the opportunity to participate in PWR programs 2nd Annual 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. Corporate Wellness Program Development with VVMC Helps to establish Vail and the VVMC further as a wellness destination and a place to come for treatment by world-class doctors Creates a “concierge medicine” product by a private entity. Adds a local resource for businesses in town to have their corporate wellness programs administered locally; by local staff. Development of Lodging and Concierge Referral Program New upsell that concierge’s can offer guests that are already in-house with the revenue impacting multiple vendors in town, not just one activity provider. 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? 2015 PWR Total Budget Total Expenses $540,205 Total PWR Marketing Budget $55,190 CSE Contribution $50,000 % of Total Expenses 10% 6 3. Describe briefly how you will use the funds that you are requesting from the CSE. $12,500 – Marketing, Advertising, PR support (including video development) VLMD works with a robust team to provide marketing support for summer. We want to be able to tap in these fantastic resources so we can create consistent messaging. Using Kristen Yantis for PR and marketing support and Satchele Burns for video to help sell and market PWR will help maintain brand integrity for TOV and Vail Resorts. $10,000 - Corporate FitMeeting program development with Vail lodging partners Having experience in the lodging industry in Vail, we know that there is a battle for group business in the summer. The corporate FitMeeting concept of providing 2-3 hours of fitness and wellness education at corporate meetings provides lodging partners something to differentiate Vail from other mountains towns. These funds will be used to further develop the programming with lodging partners that have group space and educate them of this new offering and how to sell it. $10,000: Corporate Wellness Program Development with VVMC We are currently working with the VVMC to further develop a corporate wellness program. This program would help position Vail and the VVMC as true “Canyon Ranch meets Mayo Clinic in the Mountains.” This funds will be paid to VVMC to help facilitate Larry Gual and Dennis Lipton as Co-Medical directors of PWR as well as covering PWR costs of administering a concierge medicine program. These funds will also help support research and development of a corporate wellness program for local Vail businesses. $5,000: Development of lodging and concierge referral program These funds will allow PWR to host 2-3 concierge events to educate each concierge and lodging partner on Vail’s new wellness offering. These funds will also be allocated to expand PWR’s lodging partners and cover the costs of adding new partners to the PWR website, as well as cover the cost of training lodging partner staff. $5,000: Dine-around and activity program expansion to add more Vail partners Funds will be used to continue to create a robust nutrition program that includes “Peak Approved” menu items at more Vail restaurants. These fees will be paid directly to Essential Wellness and in exchange for consultation and participation in collaborative meetings with local restaurants to review/create “Peak Approved” menu items. The funds will also be used to continue to develop activity provider relationships and programs. Since we last applied we have a few new offerings. Minturn Anglers will do a fishing and boot camp by the river and Lakota Guides will provide a rafting session followed by yoga. We want to continue to develop these sorts of programs that can be offered to the PWR guests and the public. $7,500: Second Annual Women’s Weekend This two-day offering will include indoor and outdoor training, healthy meals, educational sessions, nutritional guidance, mind, body soul, hiking on Vail Mountain with Ellen Miller and other fun activities. We expect 20-30 women. This event allows us to connect with local women as well as introduce them to our partners and experience new offerings in Vail. 4. Should the CSE decide not to support this event will it still occur? Yes, PWR will still operate. However, the CSE funding will allow PWR to continue to build additional event and education activations that will benefit destination travelers, local community members, and local merchants With CSE financial and in-kind support, we can drastically expand marketing efforts and help educate the local businesses on this new offering and how they can get involved. This 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? After our 2014 season we will pursue sponsorships from third parties. This will occur during the winter when we are not operating. We are hoping to secure several sponsors to help make our events next summer even bigger. 7 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 2015? If yes for how many years beyond 2015? Yes, we intend to run this business for many years, see growth plan below: Growth Plan ● 2016: Athlete Evolution Product Growth- This product would be an extension of Steadman and Howard Head, where athletes are coming for surgery and rehabilitation. PWR is developing a program that would provide athletes with nutritional planning, personal training, educational experiences, family integration, sports phycology etc. We are currently working with an ex NFL player to get this program developed and bring it to the NFL as a program that would be offered for all athletes post retirement. 8. Do you anticipate requesting funding from the CSE next year? Yes, for support in launching our Athlete Evolution product- see above 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 developmental components made possible by CSE funding, we will be able to deliver activations in Vail: 2nd annual Women’s Weekend and Sports Specific clinics for trail running and mountain biking. We have included the budget for the Women’s weekend. Sports Specific event budgets will be available November 2015. 2015 Women’s Weekend Budget Projected Revenue 25$1,200 $30,000 CSE Support $7,500 Total Revenue $37,500 Costs Marketing 1$3,500 $3,500 Ellen Miller 1$1,500 $1,500 Staff 7$500 $3,500 Meals 25$100 $2,500 Education Session 10$250 $2,500 Cooking with Kelly Liken 3$1,000 $3,000 Gifts 25$30 $750 Lodging 25$400 $10,000 Activity 25$200 $5,000 Nutrition 25$125 $3,125 Program Cost $35,375 Net Profit/Loss (PWR Admin Fee) $2,125 11 ATTACHMENT B: PWR BUDGETS In addition to the Women’s Weekend budget listed on the previous page, we’ve included the budget for the 2015 Corporate Wellness program based on fees provided to date by VVMC and lodging and program partners. We will incorporate detailed budgets for Corporate FitMeeting, Sports Specific Clinics, concierge and lodging program, and other fund allocation requests into the 2015 Operating Budget that will be available in November. Besides the corporate wellness program, all other budgets provided below are 2014 projections submitted with our 2014 April application. We will provide updated actuals and detailed 2015 budgets in November 2014. 2015 Corporate Wellness Program Projected Revenue 4$15,000 $60,000 CSE Support $10,000 Total Revenue $70,000 Costs Marketing 1$5,000 $5,000 Development / VVMC 1$4,500 $4,500 Staff 2 $2,500 $5,000 COGS (Paid to Vail Vendors) 4$12,500 $50,000 Total Expenses $64,500 Net Profit/Loss PWR $5,500 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 12 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 $1,983Vendor cost $1,983 Lodging cost $1,114Lodging cost $1,562 COGS $3,097COGS $3,545 Admin fee 50%Gross margin 50% Sales price $4,645Sales price $5,317 Gross profit PWR $1,548Gross 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 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. 2014 YEAR-END # OF PACKAGES SOLD 61QTYPRICETOTALQTYPRICETOTALQTYPRICETOTALQTYPRICETOTALQTYPRICETOTALSignature Experience w/ Lodging1 $ 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 Lodging1 $ 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/ Lodging2 $ 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 Lodging1 $ 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 JUNEJULY 12 13 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) 14 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) 15 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 16 ATTACHMENT C: Referrals and References Cont. 17 ATTACHMENT C: Referrals and References Cont. 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 18 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. Above all, Lauren loves Vail and wants to see the community grow and become part of the next generation of business developers. Lauren has a business degree from the University of Denver (go PIOS). Lauren loves traveling, adventure, fresh air, wearing costumes, having fun, and meeting and motivating new people. 19 ! ! !"#$%&''&()(*%'+,"‐( !"#$%&#'()*#+##,‐./01#2%#34564# (78#6'6#8'4(#! .‐9:;</=%‐>?.;‐</@A%;# ! 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T0.%E<‐E0G#‐>G#JH0J‐H0G#A%>EH‐AEC1#A%>GDAE0G#C<E0#E%DHC1#A%%HG<>‐E0G#K‐;</<‐H<g‐E<%>#EH<JC1#‐>G#;‐HM0E0G#JH%J0HE:#‐E# EH‐G0#C=%LC#‐>G#A/<0>E#0I0>EC@#! 2%//‐9%H‐E0G#L<E=#SD&DH:#O%;0#B0>E‐/C#E%#;‐HM0E#‐>G#C0//#/D&DH:#=%;0#H0>E‐/C@## [;J/0;0>E#CEH0‐;/<>0G#H0K0HH‐/#‐>G#H0C0HI‐E<%>C#JH%A0CC0C@#### 2%;;D><A‐E0#L<E=#.H%DJ#/0‐G0HC#E%#A%%HG<>‐E0#‐HH<I‐/C#‐>G#G0J‐HEDH0C1#J/‐>#H0A0JE<%>C1#‐>G#CA=0GD/0#‐AE<I<E<0C@## 20 21 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