HomeMy WebLinkAbout7.a. 2015 CSE RFP for Special Events_with outlineCSE Meeting: July 1, 2015 2016 RFP Development Discussion
2016 RFP Development Discussion:
Finalize RFP direction and strategy
Cover Letter:
o Identify need times and demographic focus
o Add description of revised event categories: Recreational, Cultural
and Community Events or Educational and Enrichment Events
Provide revised scorecards
Direct event producers to self-select?
o Recap guidelines
Is there any additional information you would like to request be provided by
the applicants that was not included in last year’s application?
Considerations:
VLMDAC Strategy
Calendar of Events:
o Windows of opportunity
o Quality vs. Quantity
o Will the CSE fund the independent survey program again for 2016?
CSE: Tier Revisions Proposal Reviewed: March 4, 2015
Revised CSE Event Categories:
Events receiving public funding will be categorized as follows:
Recreational, Cultural and Community Events:
Goal: Deliver a diverse calendar of events in the Town of Vail that promote economic vitality and
community enrichment
Signature Events:
• Established events that take place over multiple days and/or weeks
• Strong Vail Brand identity
• Drive overnight visitation
• Promotion and marketing reach through local, regional, national and international media exposure
• Several of these events receive their funding from the Town Council, Tier I “Vail Brand Events.” Post
event review and evaluation will be overseen by the CSE
Destination Events:
• Newer events, participatory sporting events and large scale ambient events which support the CSE’s
criteria for promoting economic vitality and driving destination visitation
• Supports the Vail Brand
• Primarily local and regional media exposure, may attract some national exposure or sponsorships
Ambient Community Events:
• Ambient events which contribute to a sense of community, vitality and fun; enhance the guest
experience and promote high NPS (Net Promoter Score)
• Primarily local media exposure
• Community celebrations: i.e. Vail America Days, Vail Holidaze, Vail Family Fun Fest
Educational and Enrichment Events
Goal: Promote leadership development, intellectual opportunities and health and well-being
• Shall be part of the CSE RFP process
• Potential to build the Vail Brand as an educational and well-being destination
• Local, regional, (and when appropriate) national and international media exposure
• Economic impact may be in the future: Potential to return economic benefits as participants share their
experiences to individuals and groups within their spheres of influence
CSE: Tier Revisions Proposal Reviewed: March 4, 2015
Looking Ahead:
• The Educational and Enrichment Events funding processes should be aligned into a single RFP and
reviewed in the fall as part of the overall CSE funding allocations for the following year.
o The Educational Events deadline will be the same as the CSE event funding requests.
• Educational and Enrichment Events funds will be designated as part of the CSE’s budget by the Town
Council as part of the annual TOV budget approval process.
• The organizations offering educational and enrichment experiences would benefit from the
development of an “umbrella” organization that could coordinate the efforts of multiple smaller entities
by providing coordinated management and marketing, as well managing/leveraging the funding to the
fullest potential. Reality, full achievement is limited by the level of funding currently available and will
ultimately require a facility that is able to support the types of experiences that are envisioned and
required to attract world class participation.
• Possibly as a public/private partnership, the CSE recommends that the Town of Vail commit to the
exploration of location, size, amenities, etc. of a venue to provide consistent, quality experiences for
different types of events.
• The CSE makes these recommendations to keep Vail in a leadership position and to continue to move
ahead of the competition as the premier international mountain resort community.
Attachments:
Proposed Educational and Enrichment Events Scorecard
Recreational and Cultural Scorecard
RECREATIONAL, CULTURAL & COMMUNITY EVENTS SCORECARD
Rating
0-10
0-5
0-5
0-5
0-10
Brand Fit 0-10
Timing 0-5
Demographic Fit 0-10
Community Enrichment 0-5
Producer Qualifications 0-10
100
0-15
0-10
Potential to Increase
Room Nights and
Revenues:
Continues to evolve by delivering fresh content,
enhanced experiences
Marketing Strength
Extent and quality of promotional and marketing
"reach"
Growth Potential
What is the community involvement opportunity and/or
lasting community benefit?
Maximum Score
Proven quality, knowledge and resources to sustain
and grow the event
Criteria
Drive Group Business
Leverage media exposure and sponsorship support
Out of Region Guests (Current mix 50%)
Regional Destination Guests (Current mix 32%)
International Guests (Current mix 3%)
Increase Sales Tax Revenue
Supports the Vail Brand
Optimize calendar - "the right events at the right time"
Optimize visitor mix (age, income, demographic
targets per research data)
Promotes an atmosphere of vitality, fun and
celebration
EDUCATIONAL AND ENRICHMENT EVENTS SCORECARD
Rating
Brand Opportunity 0-15
Timing 0-5
Demographic Fit:
Audience 0-10
Community Enrichment 0-10
Producer Qualifications 0-10
100
0-25
0-15
0-10
Maximum Score
Proven quality, knowledge and resources to sustain
and grow the event
Criteria
Create a lasting impact on the community
Leverage media exposure and sponsorship support
Enhance Leadership Skills: locally, nationally,
internationally
Foster a Health and Well Being reputation for Vail
Provide opportunities for intellectual dialogues and
problem solving
Deliver an educational component
Optimize calendar - "the right events at the right
time"
What is the community involvement opportunity
and/or lasting community benefit?
Builds the Vail Brand
Optimize quality of participants to improve future
economic opportunity
Potential to achieve one or
more of the
following:
Continues to evolve by delivering fresh content,
enhanced experiences
Achieves national/global recognition and
participation
Growth Potential
Marketing Strength
Extent and quality of promotional and marketing
"reach"
September 5, 2014
TO: Special Event Producers
Subject: Funding Requests for Special Events in 2015
The Town of Vail has consistently been a leader in delivering a world-class calendar of events
that grow s partner brands, generates revenues, and supports causes both locally and globally.
The Commission on Special Events is seeking innovative and exciting proposals for Special
Events throughout 2015 and beyond that support the collective vision of Vail as the world’s
“Premier International Mountain Resort Community!”.
“Special Event Rating Criteria” (Attachment A) will be used to evaluate all proposals with
respect to how they align with a strategic approach to providing a diverse calendar of events
that are well matched to the “Vail” brand and will exceed the expectations of a sophisticated
and international clientele. Primary consideration will be given to events that drive incremental
destination visitation.
Producers should submit the required information electronically in PDF format, utilizing the
attached “2015 RFP Application” form, plus 1 hard copy (unbound on 8 ½ x 11 size,
minimum 30% PCW paper), to the Commission on Special Events no later than 4:00 p.m. on
Monday, October 20, 2014. If you would like to request an editable version of the application
form, please email Laura Waniuk at lwaniuk@vailgov.com.
Qualifying applications will be reviewed by the CSE at their regular monthly meeting on
W ednesday, November 5, 2014. Final funding allocations will be determined by the CSE at a
special meeting on W ednesday, November 12, 2014. Applicants will be notified of their
status by December 5, 2014.
Please address any questions via email to Sybill Navas, Coordinator, Commission on Special
Events.Questions will ONLY be accepted over email to: snavas@vailgov.com
Monday, September 22: Questions about the RFP are due via email.
Thursday, October 2: An RFP amendment with all submitted questions and answers will be
posted on the website and emailed to each submitter.
TOV/CSE 2015 RFP: Information Page 2 of 4
Town of Vail: Commission on Special Events
2015 Special Event Funding
Guidelines
Mission Statement: The Vail Commission on Special Events
(CSE) is accountable to deliver an annual Special Events Plan
which ensures world class events that are fully aligned with
Vail’s brand. The CSE shall effectively and efficiently allocate
available budget behind this objective.
The Events Plan will deliver measureable results in terms of
specific goals: economic impact, optimization of the seasonal
calendar, positive community experience and integration, as
well as positive guest-centric results that lead to future loyalty.
To qualify for funding review, events must support the CSE’s strategic
priorities and meet the follow ing requirements:
• The event(s) must take place predominately within the Town of Vail.
• Applications must be complete, providing all information and attachments
requested on the application form. Incomplete applications will not be reviewed.
• Applicants must request a specific dollar amount and a brief explanation of how
the requested funds will be utilized.
• Funding allocations will be disbursed only to the entity whose name appears on
the application.
• All Town of Vail permits and documentation required for the production of the
event must be filed under the name of the event producer as it appears on the
funding application.
The CSE will measure events using the following weighted criteria, as shown
on “Attachment A: Special Event Rating Criteria, and as described below:
• Alignment with the “Vail Brand” and the target market as defined by the Vail Local
Marketing District (VLMD.) (Please see “Attachment B: Vail Brand Background”) for
a description of how this is defined.
• Potential for positive economic impact to the lodging, restaurant and retail
sectors of the community, with the highest priority given to events that drive
destination guests from all over America and around the world.
• Opportunity to leverage funding with sponsorships and/or media exposure so as
to “stretch” the impact of the CSE’s contribution, as well as the proposed event’s
potential for growth.
• Experience and qualifications of the event producer, as well as a demonstrated
commitment to the values which are shared by the CSE and the Town of Vail
TOV/CSE 2015 RFP: Information Page 3 of 4
Event Review Committee (ERC).
• The event is proposed for a time of year that supports the CSE’s goal of
ensuring a calendar of events that will stimulate the local business economy and
provide a sense of vitality and fun throughout the year.
• Contribution to Vail’s “Sense of Community.”
• For Existing Events:
o How well the event has demonstrated success, per the CSE’s
measurement criteria.
o History of compliance with Town of Vail regulations and special event permit
requirements.
In consideration of the receipt of funds from the CSE, the Event Promoter shall
agree to:
Comply in a complete and timely manner with all Special Event Permit requirements
of the Town of Vail.
Ensure that the event is listed on the online community event calendar.
Meet with the CSE Event Liaison:
• To understand and be poised to take advantage of any and all marketing and PR
opportunities that the VLMD may provide.
• To ensure compliance with the “Vail Brand” on any and all promotional materials
associated with the event. Please be advised that penalties may be assessed
against any funding allocated for incorrect use of either the “Vail Brand” and/or the
Town of Vail logo.
• Agree to comply with the all marketing gates on the Marketing Checklist. See
“Attachment C: Marketing Checklist” for more information.
Provide “activation” that will cross-promote your event throughout the community,
create guest awareness of your event and stimulate business in local
restaurants/bars and retail establishments.
Agree to the placement of the Town of Vail logo on marketing and promotional
materials associated with the event, as well as provide any event specific benefits
as appropriate to the level of sponsorship.
Provide the CSE with copies of any film or photographs from the event for the
purpose of promoting the Town of Vail.
Accountability: All event producers receiving funding will be expected to schedule a
post-event follow-up to the Commission on Special Events on the Power Point
template provided with your funding agreement within 60 days of the close of the
event. For a more detailed explanation on survey requirements and a description of
the information that should be included, please review Attachment D: Guidelines for
Post-event Recaps for All Events Receiving Public Funding.
TOV/CSE 2015 RFP: Information Page 4 of 4
Funding Disbursements: Following review of your application, the CSE will use a
“Tier” system to categorize your event. Please review Attachment E: “CSE Event Tier
Definitions 2015” for information regarding the funding disbursement schedule and
event recap expectations.
Producers should submit the required information electronically utilizing the attached
“2015 RFP Application” in PDF format, plus 1 hard copy (unbound on 8 ½ x 11 size,
minimum 30% PCW paper), no later than 4:00 p.m. on Monday, October 20, 2014. If
you would like to request an editable version of the application form, please email
Laura Waniuk at lwaniuk@vailgov.com. Applications should be sent to:
Vail Commission on Special Events
Attention: Sybill Navas, Coordinator
75 S. Frontage Rd., Vail, CO 81657
snavas@vailgov.com
Qualifying applications will be reviewed by the CSE at their regular monthly meeting on
Wednesday, November 5, 2014. Be prepared to send a representative who can answer
any questions that the CSE may have.
Final funding allocations will be determined by the CSE at a special meeting on
Wednesday, November 12, 2014. Applicants will be notified of their status by December
5, 2014.
Address any questions via email to Sybill Navas, Coordinator, Commission on Special
Events. Questions will ONLY be accepted over email to: snavas@vailgov.com
Monday, September 22: Questions about the RFP are due via email.
Thursday, October 2: An RFP amendment with all submitted questions and
answers will be posted on the website and emailed to each submitter.
Attachment List
• Information – Background and definition of RFP
• Application Form – *If you would like to request an editable version, please
contact Laura Waniuk at: lwaniuk@vailgov.com)
• Attachment A – CSE Special Events Rating Criteria
• Attachment B – Vail Brand Background
• Attachment C - Marketing Checklist
• Attachment D – CSE Event Recap Guidelines
• Attachment E – Event Tier Definitions and Survey Responsibilities
• Attachment F – CSE RFP Contact Info
TOV/CSE 2015 RFP: Application Form Page 1
VAIL COMMISSION ON SPECIAL EVENTS
2015 EVENT FUNDING APPLICATION
Please describe in space below or attach additional documents if space provided is not adequate. You may request an editable version of this form by emailing Laura Waniuk at: lwaniuk@vailgov.com
NAME OF EVENT:
PROPOSED DATE(S) :
AMOUNT OF CASH FUNDING REQUESTED:
PRODUCING ENTITY:
1. President or Executive Director’s Name:
2. Name and Title of Person Completing the Application:
3. Business Address:
• Physical Address:
• Mailing Address:
4. Contact Info:
• Telephone: Main:
• Cell:
• Fax:
• E-Mail Address:
TOV/CSE 2015 RFP: Application Form Page 2
5. Event and/or Organization W EBSITE:
6. Number of years your organization has been in business:
7. Mission Statement:
8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit*
• Non-Profit (501C-3), or Not-for-Profit (501C-6) organization
If applicable, please attach current State Department of Revenue
Certificate with this application.
• Does the Event benefit a charity? If yes, please name the beneficiary:
EVENT DESCRIPTION:
(Contact information that may be useful is provided in “Attachment D”)
1. Detailed description of the event and its activities. If the event will have a culinary
component, please include feedback from the Vail Restaurant Group.
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.
3. Will any portion of the event take place outside of the Town of Vail? If yes,
please explain.
4. Are additional in-kind services being requested 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 (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 Event
Permit.)
TOV/CSE 2015 RFP: Application Form Page 3
5. Is this a new or existing event? If existing, please describe the location(s) of the
event in previous years and the number of years it has been produced.
6. People:
• Number of participants (athletes, artists, exhibitors, etc.) anticipated:
• Number of volunteers needed:
• Number of event staff:
• Total Number of spectators/attendees anticipated and estimate:
• % Local:
• % In-state (non-local):
• % out of state:
• % International:
7. Description of potential benefits to the Town of Vail, including an estimated # of
incremental room nights and increased spending generated. W hat return on
investment (ROI) should the Town of Vail expect?
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. Be sure that you factor in any expenses that may be incurred as
requirements of the Town of Vail’s Special Event Permit. (Link to the online
Special Event Permit: www.vailpermits.com)
2. What % of the total event budget is the CSE being asked to fund?
3. Describe briefly how you will use the funds that you are requesting from the CSE.
4. Should the CSE decide not to support this event, will it still occur?
TOV/CSE 2015 RFP: Application Form Page 4
5. What is the $ amount of sponsorships from alternative sources reflected in the
event budget?
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.)
7. If possible, would you intend to host the event in Vail beyond 2015? If yes, for
how many years beyond 2015?
8. 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, please explain how
you intend to grow the event and indicate what %, if any, of the total event
budget you anticipate requesting next year.
MARKETING:
1. Please provide a detailed description of your marketing plan and indicate how
the budget will support the program.
2. Explanation of potential for sponsorships and media exposure.
3. Detail “activation” opportunities to promote your event in the community.
4. Specify any marketing support you are requesting.
TOV/CSE 2015 RFP: Application Form Page 5
5. Name, telephone number and email addresses of your PR and marketing
contacts.
REQUIRED ATTACHMENTS:
1. References and/or referrals from other communities are required if you do not
have a prior history of producing events in Vail.
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.
3. Previous year's event evaluation, including income and expense statement (if
existing event).
4. Past or projected demographics of event attendees and estimated spending.
5. Organization rosters naming:
All officers and respective positions
Board of Directors and positions
The CSE appreciates the inclusion, in electronic format please, of any additional
support materials such as DVD’s, programs, news articles or other printed materials.
Please address any questions via email to Sybill Navas, Coordinator, Commission on
Special Events.
Questions will ONLY be accepted over email to: snavas@vailgov.com
Monday, September 22: Questions about the RFP are due via email.
October 2: An RFP amendment with all submitted questions and answers will be
posted on the website and emailed.
Producers should submit the required information electronically in PDF format, plus 1
hard copy (unbound on 8 ½ x 11 size, minimum 30% PCW paper), to the Commission on
Special Events no later than 4:00 p.m. on Monday, October 20, 2014. Qualifying
applications will be reviewed by the CSE at their regular monthly meeting on
Wednesday, November 5, 2014. Final funding allocations will be determined by the CSE
at a special meeting on Wednesday, November 12, 2014. Applicants will be notified of
their status by December 5, 2014.
Vail Commission on Special Events
C/O Sybill Navas, Coordinator
Town of Vail, 75 S. Frontage Rd. Vail, CO 81657