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