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HomeMy WebLinkAbout4.b. 2015 Vail Holidays CSE proposal v2 - EVE 2015 Vail Holidays Eagle Valley Events, Inc. Event Proposal Event Dates: December 2015 Location: Vail Village/Lionshead Event Description: An ambient Event to created to celebrate Holiday season throughout town. Elements include:  Merchant activation program over the two-week period to highlight spectacular holiday shopping in Town.  Traditional holiday tree lighting and Menorah lighting in both Vail Village and Lionshead.  Support Art in Public Places Lantern-making program and Parade up Bridge Street  New Year’s Eve Torchlight Ski-Down and Fireworks display  Promotional event to spotlight Arts In Public Places program held at Donovan Pavilion mid-November Estimated Attendance: Tree Lighting /Lantern Parade 1,500 Torchlight Parade/Fireworks 1,500 Holiday Gift Fair 750 Merchant Promotional Program Benefits of Vail Holidays: 1. Capturing the tradition of holiday activities that guests have come to expect 2. Incorporation of guest participation through AIPP events; local flavor of activities 3. Creation of promotional program around holiday shopping and magic of the holidays in Town Past Event Survey Results:  Average Age Range: 35-44  Gender: 56% Male; 44% Female  Average Group Size: 5.42  Average Nights Stayed: 5.57  23% were local visitors; 28% in-state visitors; 42% out-of-state visitors; 7% were international guests  79% of those staying overnight were staying in Vail  Average spend on Paid Lodging in Vail: $3,619  Average spend on Dining/Drinks in Vail: $1,895  Average spend on Retail in Vail: $1,133  Average spend on Activities in Vail: $1,091  85% of respondents stayed in paid lodging in Vail  Local Newspaper was selected most (43%) when asked How they heard about Holidays in Vail  Overall satisfaction: 4.5 on a scale of 1 to 5 (5 = extremely satisfied) Contribution to Sense of Community Vail Holidays contributes to Vail’s sense of community in the following ways: 1) Festival creates free family-friendly celebrations during Holiday Season: The community celebration of the Tree and Menorah Lightings offer guests an opportunity to attend a free local celebration featuring local entertainers and dignitaries for people of all ages. 2) Strong Community Tie-In: Vail Holidays works with local youth and Community groups to provide entertainment at the events, serving as local ambassadors and promoting community participation in the event. 3) Merchant activation program: Work closely with Vail Chamber and local membership entities to incorporate a Merchant Activation program around Holiday shopping season. Work during months leading up to event start of Thanksgiving to incorporate various merchant activities and programs. 2015 Holidays in Vail Anticipated Event Budget Contributions: CSE Contribution Request $ 25,000 Sponsorship 5,000 $ 30,000 Expenses: Advertising/Promotions $ 3,750 13% Printing/posters/brochures Newspaper ads Radio Printing Event supplies 5,250 17% Signage/Street banners, roundabouts Decorations Operating Expenses Tree Lighting 12,000 40% Entertainment Stage/Sound Rental Equipment Rental Street Entertainers/Roving Carolers Merchant Activation program Torchlight Ski Down Announcer Sound System AIPP Lantern Walk 4,500 15% Program Enhancements Supplies/Lights Children’s Activities/Giveaways Administrative Expenses 4,500 15% Event staffing Permits/Insurance/Fees Total Expenses: $30,000 2015 Holidays in Vail Marketing Plan/Potential for Sponsorship  Contracting of professional design firm to assist with logo development and increased marketing of event, promotional materials and merchant activation.  Sponsorship development and recruitment to assist with offering additional holiday-themed activities designed to promote main events.  Promotional poster and event postcards distributed in local businesses and throughout Eagle County.  Website design to be shared with multiple agencies listing holiday activities schedule.  Public relations plan to include distribution of press releases and event feature stories.  Print advertising to include postcards and newspaper ad schedule running three weeks prior, leading up to events.  Local radio advertising two weeks prior to event. 2015 Vail Holidays Organization Roster Event Producer: Eagle Valley Events, Inc. Laurie Asmussen, Owner Event Staff: Melinda McNitt Part-time Event Production staff Contracted Entertainment staff Non-profit Tie-In: Art In Public Places group 2015 Vail Holidays Request for In-kind services from Town of Vail Public Works:  Decoration of main Tree and Menorah to be lit during ceremony by December 15, 2015  Provide assistance with electrical needs of tree lighting ceremony in Slifer Plaza  Hang event banners/street banners in approved locations  Deliver barricades to designated spectator viewing locations at Slifer Plaza  Provide 10 event boxes/liners and Recycling containers at Tree Lighting Police:  Provide routine patrol at Tree and Menorah Lightings Fire:  Approve lighting plan for Lantern Walk along Bridge Street  Torchlight Ski Down and Fireworks Show approval