HomeMy WebLinkAbout7.d.i. 2015 Vail America Days™ RFP Highline Productions
Vail America Days - July 4, 2015
Vail Commission on Special Events
2015 Event Funding Application
Applied for by:
Back to Back Event Marketer Magazine's "Top 100 Event Agency"
12 Vail Rd. Suite 500, Vail, CO 81657
(970) 476-6797
www.gohighline.com
VAIL COMMISSION ON SPECIAL EVENTS
2015 FUNDING APPLICATION
Ø NAME OF EVENT: Vail America Days
Ø PROPOSED DATE(S): Saturday, July 4, 2015
Ø AMOUNT OF CASH FUNDING REQUESTED: $100,000
Ø PRODUCING ENTITY
1. President or Executive Director’s Name: Jeff Brausch
2. Name and Title of Person Completing the Application: Jeff Brausch, Founder
3. Business Address
i. Physical address: 12 Vail Road, Ste 500, Vail, CO 81657
ii. Mailing address: 12 Vail Road, Ste 500, Vail, CO 81657
4. Contact Info
• Telephone
• Main: 970/476-6797 xt.703
• Cell: 970-393-2128
• Fax: 970-476-6797
• E-Mail Address: jeff@gohighline.com
5. Event and/or Organization WEBSITE: www.vailamericadays.com
6. Number of years your organization has been in business: 18
7. Mission Statement: To foster a culture in which Highline team members are challenged to
excel in providing all customers with exceptional service, extensive knowledge and an
unwavering commitment to ethical excellence…not only to complete client satisfaction-but
beyond all expectations!
8. Organization's tax status. Please attach current State Department of Revenue Certificate
with this application TAX ID: 84-1331831
• Non-Profit (501C-3
• Not-for-Profit (501C-6) organization: Click here to enter text.
9. Does the Event benefit a charity? If yes, please name the beneficiary
NO
Ø EVENT DESCRIPTION
1. Description of the event and its activities:
Vail America Days– A destination event featuring a variety of family-focused
entertainment including the annual Fourth of July parade and fireworks.
2. Where will the event be located within the Town of Vail?
Vail Village & Lionshead: July 4 Parade10am-NOON; Fireworks: DUSK
3. Will any portion of the event take place outside of the Town of Vail? Yes. Portions of the
event may take place on Vail Mountain with the fireworks show.
4. Will additional in-kind services be required 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, 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.)
We will require barricades to control the perimeter of the events as well as TOV police
support for crowd control at these same events and would like to request additional
assistance with police, potential street cleaning etc.
5. This is an existing event. Highline has produced this event for two previous years. The first
year took place in Vail Village, Solaris Plaza, Gore Creek Promenade and Lionshead. The
second year took place from Golden Peak to Lionshead with the parade and then Golden
Peak for the fireworks display.
6. People:
• Number of participants (athletes, artists, exhibitors, etc.) anticipated: 2000
• Number of volunteers needed: 50
• Number of event staff: 75
• Total Number of spectators/attendees anticipated and estimate
o % Local 20%
o % In-state (non-local): 20%
o % Out of State/International: 60%
7. Brief description of potential benefits to the Town of Vail, including an estimated # of
incremental room nights and increased spending generated.
2015 Estimated Incremental Spending
Incremental Room
Nights
Estimated attendance:
25,000
Those who came just for the event:
50% Those staying in Town of Vail lodging:
50% Average nights stay in Vail:
2
Total Incremental Room Nights: 6,250
(2ppl/room)
Incremental
Spending
Estimated attendance per day:
25,000
Average amount spent:
$100
Event Days:
1
Total Incremental Spending:
$2,500,000
Average lodging price per night:
$150
Incremental room nights:
6,250
Subtotal spent on lodging:
$937,500
Number of days in Vail not for event:
1.0
Number of people staying additional days:
10,000
Average amount spent per day:
$100
Subtotal spent on non-event days:
$1,000,000
Total Estimated Incremental Spending:
$4,437,500
8. What return on investment should the Town of Vail expect?
2014 Town of Vail Return on Investment
Town of Vail Investment
$100,000
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based
on the projected PR and marketing for this event and estimates from this
event last year and other similar events. $500,000
Return on Investment through Media, PR and
Event Related Impressions alone: 4-to-1
Est. Incremental Room Nights Generated 6,250
Incremental Spending Generated $4,437,500
Tax Receipts (Sales - 4%, Lodging – 5.4%) $190,625
Return on Investment through Incremental Spending
in the Town of Vail: 91%
Ø BUDGET ESTIMATED 2015 Vail America Days Budget:
Town of Vail CSE Vail America Days Funding Application Page 6
1. What % of the total event budget is the CSE being asked to fund?
85%
2. Describe briefly how you will use the funds that you are requesting from the CSE.
To mitigate the marketing and operational expenses associated with the successful production of
the event.
3. Should the CSE decide not to support this event, will it still occur?
No
4. What is the $ amount of sponsorships from alternative sources reflected in the event budget?
$15,000 or 12% of total revenues
5. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales,
merchandise, food and alcohol sales, etc.)
5%
6. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years
beyond 2014?
Yes, as many as years as it makes sense financially and to the TOV and Highline.
7. 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,
what %, if any, of the total event budget do you anticipate requesting next year?
85%
Ø MARKETING
1. Please provide a detailed description of your marketing plan and indicate how the budget will
support the program.
• An extensive, traditional media campaign will be run for the event featuring print
(newspaper and magazine) and radio.
• The campaign will focus on national, regional and local media outlets.
• Over $300,000 in media value is expected to be delivered by this integrated campaign.
• A comprehensive PR campaign will be launched for the 2015 Vail America Days event.
• The PR campaign is expected to generate over $200,000 in equivalent media value.
• Vail America Days will push the social/digital media envelope with numerous posts and
ads.
• A dedicated website will support the event at vailamericadays.com
• Direct broadcast emails will be sent to lists, including those owned by Highline - targeting
our audience.
• Numerous collateral and float participant materials will be disseminated throughout the
region, including postcards and posters.
2. Explanation of potential for sponsorships and media exposure. This event offers a variety of
exposure opportunities for local, regional and national brands. It will speak volumes for this
event if an agreement is place in November and community partnership outreach can start
early for 2015.
3. Detail “activation” opportunities to promote your event in the community. For the nature of this
event, instead of spending marketing dollars on activating in and around other community
Town of Vail CSE Vail America Days Funding Application Page 7
events, Highline will focus the promotional efforts on keeping the concierge community
informed about the event and up to date schedule. With this being an ambient event in town,
the key factor for additional promotion focuses on being in touch with the hotels, concierges,
community contacts and more with a detailed schedule, key highlights, updates and highlights
as we approach the end and soon after the 2015 ski season. Spreading the word virally with
images and more will be the key to the success so the Vail guest is aware of all of the
happenings on the Fourth of July.
4. Specify any marketing support you are requesting. Highline is requesting support from the
VLMDAC regarding Front Range Print and Front Range/Regional efforts as part of Vail
Summer initiatives. Additionally, Highline requests a summary from the TOV the week following
the event that can be used as part of the overall event recap for presenting level event
partners.
5. Name, telephone number and email addresses of your PR and Marketing contacts.
PR CONTACT: Missy Johnson, Account Manager, Highline, 970-476-6797 x712,
missy@gohighline.com
MARKETING CONTACT: Missy Johnson, Account Manager, Highline, 970-476-6797 x712,
missy@gohighline.com
Ø REQUIRED ATTACHMENTS
1. Highline has been producing events in Vail for more than 15 years.
2. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail
and a description of how you will track the number of lodging nights generated
Non-local attendees will be directed to Vail lodging options via call-to-actions to the event website
placed in event advertising and collateral materials. These items to include newspaper print ads,
website, posters, handbills, social media and more. We will rely 100% on mTrips to show the
lodging information for this ambient event.
3. Previous year’s event evaluation, including income and expense statement (if existing event). To
follow.
Town of Vail CSE Vail America Days Funding Application Page 8
Town of Vail CSE Vail America Days Funding Application Page 9
4. Past or projected demographics of event attendees and spending
Vail America Days is expected to capture a wide range of attendees to include young singles as
well as couples and families. We anticipate the Average age will be 40 with HHI of $100,000++.
5. Organization rosters naming:
All officers and respective positions:
Highline Sports & Entertainment, Inc. Roster
• Jeff Brausch, President/CEO
• James Deighan, Partner
Highline Employees:
• Peggy Wolfe, Director of Events
• Katie Tille, Executive Producer
• John McGuire, Executive Producer
• Chris Strbjak, Event Manager
• Missy Johnson, Sponsorship Manager
• Jim Nagy, Account Manager
• Ryan McNamara, Production/Partner Assistant
• Dave Cronin, Event Assistant
• Kelli Brausch, Controller/CPA
• Myriah Blair, Bookkeeper
• Chris Dolan, Director of Client Services
Town of Vail CSE Vail America Days Funding Application Page 10