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Home My WebLink About7.d.ii. 2015 Holidaze RFP - Highline Productions Vail Commission on Special Events 2015 Event Funding Application December 2015 Applied for by: 2012 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 EVENT FUNDING APPLICATION NAME OF EVENT: VAIL HOLIDAZE PROPOSED DATE(S): December 16-22, 2015 and December 31, 2015 AMOUNT OF CASH FUNDING REQUESTED: $90,000 PRODUCING ENTITY: HIGHLINE 1) President/executive director's name: Jeff Brausch 2) Name/title of person completing application: Jeff Brausch 3) Business Address: 12 Vail Rd., Suite 500, Vail, CO 81657 4) Telephone: 970/476-6797 xt.103 Cell: 970/393-2128 Fax: 970/476-6890 o E-Mail Address: jeff@gohighline.com 5) Website address: www.gohighline.com; www.vailholidaze.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: For Profit__X_ Non-Profit*____ Not-for-Profit*____ Non-Profit (501 C-3), or Not for Profit (501 C-6) organizations, please attach current State Department of Revenue Certificate with this application. • Does the event benefit a charity? Yes__ • TBD • Tax payer ID#: 84-1331831 EVENT DESCRIPTION: 1) Detailed Description of Event: Vail Holidaze – A holiday event featuring family-focused entertainment including Tree Lighting, Holiday Entertainment, Winter Solstice on Ice, Kids Zone Activations, Candy Cane Patrol and Torchlight Ski Down and Fireworks. A perfect place to bring the family to spend time together during the holidays, Vail transforms into a winter wonderland each year, with decorations and tree lights lining the pedestrian streets. Carolers are a common sight, and even the buses light up with season's greetings. 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. Vail Village including Slifer Plaza for the Tree Lighting Ceremony, Golden Peak for the Torchlight Parade and Fireworks, An in-town ice skating rink for Winter Solstice on Ice and Kids Activities throughout Vail Village and Lionshead Village. 3) Will any portion of the event take place outside of the Town of Vail? Yes. If yes, please explain: Portions of the event will take place on Vail Mountain 4) Will additional in-kind services be required from the Town of Vail? Yes X No ____ 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 Events Permit: We will require barricades to control the perimeter of a variety of the events. We will require barricades to control the perimeter of the events as well as TOV police support for crowd control at these same events. 5) Is this a: New event ___ Existing event X Number of years in existence: 5 Location(s) of event in previous years: Vail Village and Golden Peak, Solaris Plaza, Base areas of the mountain and a variety of locations throughout Vail Village and Lionshead Village. 6) People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: 300 • Number of volunteers needed 15 Number of event staff 25 • # of spectators/event attendees anticipated: 20,000+ over the duration of the event o Local 20% o In-state (non-local) 20% o Out of State 60% 7) Description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. What ROI should the Town of Vail expect? Estimated Incremental Room Nights and Revenue Generated by the 2015 Vail Holidaze 2015 Estimated Incremental Spending Incremental Room Nights Estimated attendance: 20,000 Those who came just for the event: 50% Those staying in Town of Vail lodging: 70% Average nights stay in Vail: 3 Total Incremental Room Nights: 10,500 (2ppl/room) Incremental Spending Estimated attendance per day: 5,000 Average amount spent: $200 Event Days: 4 Total Incremental Spending: $4,000,000 Average lodging price per night: $250 Incremental room nights: 10,500 Subtotal spent on lodging: $2.625,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 5,000 Average amount spent per day: $200 Subtotal spent on non-event days: $1,000,000 Total Estimated Incremental Spending: $7,625,000 8) What return on investment should the Town of Vail expect? 2015 Town of Vail Return on Investment Town of Vail Investment $90,000 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. $200,000 Return on Investment through Media, PR and Event Related Impressions alone: 1.2-to-1 Est. Incremental Room Nights Generated 10,500 Incremental Spending Generated $7,625,000 Tax Receipts (Sales - 4%, Lodging – 5.4%) $341,750 Return on Investment through Incremental Spending in the Town of Vail: 2.8-to-1 BUDGET: 1) Detailed event budget, including all anticipated revenues and expenses. Estimated 2015 Holidaze REVENUES: 420 Sponsorships $20,000 420.5 CSE Event Funding 90,000 TOTAL REVENUES $110,000 EXPENSES: 510 Event Operations $17,500 517 Entertainment/Skaters 30,000 519 Event Promotions - 519.5 Event Advertising/Marketing 2,500 520 Event Merchandise/Sponsor Gifting - 525 Event Supplies 2,500 526 F&B Expenses 2,000 526.5 Charitable Donation - 527 Equipment Rental 10,000 529 Event Photography 500 530 Portable Toilets/Trash Removal - 533 Prize Money/Appearance Fees - 535 Public Relations 1,000 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 5,000 555 Equipment Repairs 500 617 Bank/Credit Card Charges - 620 Auto Expense 100 626 Pre-press/Design 500 627 Licenses and Permits 1,500 628 Printing and Reproduction 500 630 Office/Computer Supplies 200 631 Office Expenses 200 636 Postage/Shipping 250 638 Web Site/E-Mail/On-line Ticketing 100 640 Event/Sales Travel - 641 Meals/Entertainment 300 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 5,000 646 Sponsor Ground Transfers - 669 Contract Labor 1,500 670 Payroll Expenses 9,000 672 Event Management/Project Flat Fee 20,000 TOTAL EXPENSES $110,650 NET PROFIT (LOSS) $(650) 2) What percentage of the total event budget is CSE being asked to fund? 81% 3) Describe briefly how you will use the funds that you are requesting from the CSE: To mitigate the operational expenses associated with the successful production of Vail Holidaze. 4) Should the CSE decide not to support this event, will it still occur? No. 5) What is the dollar amount of sponsorships from alternative sources reflected in the event budget? 18% 6) What percentage of the total event budget do you expect the event itself to generate? 0% 7) If possible, would you intend to host the event in Vail beyond 2015? Yes X No ____ If yes, for how many years beyond 2015? As many as years as it makes sense financially and strategically and to the Town of Vail. 8) Do you anticipate requesting funding from the CSE next year? Yes X No _____ 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? 80% of the total event budget. MARKETING: 1) Marketing plan and detailed description of the plan and indications of how the budget will support the program. • An traditional media campaign will be run for the event featuring print (newspaper) and radio. The campaign will focus on regional and local media outlets. Over $100,000 in media value is expected to be delivered by this integrated campaign. • PR outreach will be executed for the 2015 Vail Holidaze event. The campaign is expected to generate over $100,000 in equivalent media value. • Vail Holidaze will push the new media envelope with Facebook posts and ads. Dedicated event website will support the event as well as listing of information on vail.com/holidaze • Direct broadcast emails will be sent to lists, Highline, targeting the Holidaze audience. • Numerous collateral materials will be disseminated throughout the region, including rack cards and posters. 2) Sponsorships/Media Exposure - Highline always has and always will sell sponsorships on the event to help cover the numerous operating and marketing expenses to make Vail Holidaze a success. 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 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 towards the start of the 2015-2016 ski season. Spreading the word virally with images and more will be the key to the success so the Vail guest is aware. Should the ice skating shows be part of the mix, the front range and regional ice skating clubs will be reached directly with eblasts and updates. There are also ways to work with each sponsor individually to customize additional promotional opportunities and also use carolers, candy cane hand out team and more to further promote Vail Holidaze. 4) Specify any marketing support requested: Highline would like any Front Range advertising and/or PR support that may be available through the VLMDAC if appropriate. 5) PR/Marketing Contacts: PR CONTACT: Missy Johnson, Highline, 970-476-6797 x712 [o] , 970-376-1876 [c], mjohnson@gohighline.com MARKETING Contact: Missy Johnson, Highline, 970-476-6797 x712 [o] , 970-376-1876 [c], mjohnson@gohighline.com REQUIRED ATTACHMENTS: 1) References: Highline has been producing events in Vail for numerous 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 placed in event advertising and collateral materials. These items to include newspaper print ads, web, posters, handbills, social media inclusions and through phone inquiries via phone directing public. Tracking and estimations will be acquired through intercept surveys and mTrip reports as provided by the Town of Vail. 3) Previous Years Event evaluation, including income and expense statement (if existing event) ’14 event yet to take place so final 2014 budget will be available in the beginning of 2015: • The 2013 event added the continued vibrancy in town that the Town of Vail is striving for. Vail Holidaze returned Dec. 20-22, and 31, 2013 and celebrated with lights, sounds, events and cheer during December. From world-class ice skating shows with world champion skaters, Vail Tree Lighting as part of Logan Luminescence presented by Triumph Winterfest and the annual New Year’s Eve Torchlight Parade and fireworks. Vail proved once again to offer multiple, well executed, strongly branded, complimentary family friendly events creating a wonderful atmosphere in Vail, Colorado. • The activities were thoughtfully placed throughout Vail so guests could weave in and out and enjoy the variety of retail shops, restaurants and services nearby. • 2013 saw the return of no-cost admission for all events and surrounding Vail Family Holidaze, with a reduced budget it was still very well received and executed. • The world class skaters are spectacular and as we approach a winter Olympic season, it was a wonderful time for guests to cheer on Olympic hopefuls and be wowed by there flips, twists and fun choreography in the heart of the Village. • The continued integration with Skate Club Vail is a fun way to unite community efforts and cheer. • The Torchlight Parade and Fireworks was very well attended. A mix of great weather and additional advertising could have added to the strong turnout. • The annual tree lighting ceremony brings a wonderful crowd into the event. New this year, there was a collaboration with Logan Luminescence. • There are opportunities to use the strength and popularity of the ice skating event and talented skaters through the marketing in advance • Nearly half of all respondents were aware that Holidaze was happening in Vail and more than two-thirds knew about Holidaze before arriving to the event • Winter Solstice on Ice continues to offer a big wow factor • Based on 2013 event surveys, 80% of respondents answered that they are likely to attend Vail Holidaze next year • More than 80% of respondents agree that Vail Holidaze adds value to their experience in Vail by offering additional activities • Of those who were aware of a major event happening in Vail, about more than half knew that Vail Holidaze was the name of the event • BUDGET to follow on last page of this application. 4) Past or projected demographics of event attendees and spending. 2015 Projected Demographics The Vail Holidaze audience is expected to attract the family and older and typical of the much sought after high-end, high-consuming Vail audience. The event is created to capture a wide range of customers. We anticipate the Average age will be 45 with HHI of $150,000++. 5) Organization rosters naming: • All officers and respective positions • Board of Directors and 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