HomeMy WebLinkAbout09. 2018 CSE RFP Information Packet FINAL
August 7, 2017
To: Special Event Producers
Subject: Funding Requests for Special Events in 2018
Link: http://www.vailgov.com/cserfp
The Town of Vail has consistently been a leader in the promotion and execution
of events that grow partner brands, generate revenues, and support causes both
locally and globally. The Commission on Special Events is seeking innovative
and exciting proposals for Special Events throughout 2018 that support the
vision of Vail as the world’s “Premier International Mountain Resort Community”.
“Special Event Rating Criteria” (Attachment A: Event Definitions and Evaluation
Criteria) will be used to evaluate all proposals with respect to how they align with the
strategy of 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.
Producers will self-select one of two categories when they submit their RFP. These
categories have different criteria and scorecards tailored to the type of event/program.
1. Recreational, Cultural and Community events are measured primarily on how
well they will drive overnight destination visitation and align with the Vail brand.
2. Educational and Enrichment events/programs are evaluated by how they
contribute to life long learning, a sense of well being and enhanced quality of life.
Producers should submit all of the required information via the online application portal
found here: http://www.vailgov.com/cserfp. Application submissions are due by 4:00
p.m. MST on Monday, September 25, 2017 when the application site will be closed.
No exceptions will be made for late applications.
• Questions about the RFP will be accepted over email to: lwaniuk@vailgov.com
• Monday, August 28: Questions about the RFP are due via email.
• Friday, September 1: Submitted questions & answers will be emailed to applicants.
• Monday, October 9: Applications will be reviewed by the CSE and producers
interviewed at a special meeting.
• Wednesday, October 18: Final funding allocations will be determined by the CSE at
a special meeting.
• Wednesday, November 8: Applicants will be notified of their status following the
Vail Town Council’s review of the CSE’s funding allocation decisions.
CSE 2018 RFP: 8/7/2017 RFP Information & Guidelines Page 2
Town of Vail: Commission on Special Events
2018 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 completed online, providing all information and attachments
required.
• Incomplete applications will not be accepted, the online portal will not allow
submissions without all required fields complete.
• Applicants must request a specific dollar amount and an 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.
“Special Event Rating Criteria” (Attachment A: Event Categories and Evaluation
Criteria) 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 community and guests.
Producers will self-select one of two categories when they submit their RFP.
While all submittals are reviewed with a strong eye as to how well they support the “Vail
Brand,” the Recreational, Cultural and Community events are measured primarily with
respect to how well they will drive destination visitation.
Educational and Enrichment events are evaluated by how they contribute to life long
learning, a sense of well being and enhanced quality of life.
CSE 2018 RFP: 8/7/2017 RFP Information & Guidelines Page 3
In consideration of the receipt of funds from the CSE, the Event Promoter shall
agree to:
• Ensure that the event is listed on local, regional and national community event
calendars.
• Comply in a complete and timely manner with all Special Event Permit
requirements of the Town of Vail.
• Meet with the CSE Event Liaison Specialist:
o To ensure compliance with the “Vail Brand” on all promotional materials
associated with the event. Please be advised that penalties may be assessed
against allocated funding for incorrect use of either the “Vail Brand” and/or the
Town of Vail logo.
o 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.
• Place the Town of Vail logo on marketing and promotional materials associated
with the event.
• Provide any event specific benefits as appropriate to the level of sponsorship.
• Provide the Event Liaison Specialist with copies of any video or photography 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 recap with the CSE within 60 days after the event. For a more detailed
explanation and information to be included, please review Attachment D: Guidelines
for Post-event Recaps for All Events Receiving Public Funding. Events identified by
the CSE will be included as part of the CSE’s independent event survey program, and
are required to make their event or attendee email list accessible to the survey team.
Funding Disbursements:
• Funding allocations are distributed in three parts:
o 1/3 upon the return of the signed Letter Agreement and invoice
o 1/3 following the completion of the Marketing Checklist (at least 6
months prior to event) and the submittal of a completed Special Event
Permit application (if required)
o 1/3 following the approval of the event recap
Attachment List:
• Attachment A – CSE Special Events Rating Criteria
• Attachment B – Vail Brand Guidelines
• Attachment C - Marketing Checklist
• Attachment D – CSE Event Recap Guidelines
• Attachment E – Community Contact Info
CSE 2018 RFP: 8/7/2017 Attachment A: Event Categories & Evaluation Criteria Page 1 of 3
Attachment A: CSE Event Categories and Evaluation Criteria
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. 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
PLEASE SEE SCORECARDS ON FOLLOWING PAGES
CSE 2018 RFP: 8/7/2017 Attachment A: Event Categories & Evaluation Criteria Page 2 of 3
SCORECARD:
RECREATIONAL, CULTURAL & COMMUNITY EVENTS
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
100Maximum 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
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?
CSE 2018 RFP: 8/7/2017 Attachment A: Event Categories & Evaluation Criteria Page 3 of 3
SCORECARD:
EDUCATIONAL AND ENRICHMENT EVENTS
Rating
Brand Opportunity 0-15
Timing 0-5
Demographic Fit:
Audience 0-10
Community Enrichment 0-10
Producer Qualifications 0-10
100
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"
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
0-25
0-15
0-10
Maximum Score
Proven quality, knowledge and resources to
sustain and grow the event
CSE 2018 RFP: 8/7/2017 Attachment B: Vail Brand Background
Attachment B: Vail Brand Information
The Vail Local Marketing District Advisory Council (VLMDAC) welcomes and encourages the
inclusion of the Vail Brand and logo in our events and partners’ marketing efforts. Below you will find
information on the Vail Brand. Use of the Vail Brand is subject to approval by Vail Mountain Marketing
team and the VLMDAC.
What does this mean to you as an event producer?
Please keep the brand character, promise and positioning statement in mind when developing and
marketing your event.
Dropbox link to Vail and Town of Vail Brand Documents & Photos: http://bit.ly/2vQmHvI
Boilerplate for Press Releases and Websites:
About Vail
Under blue skies more than 300 days each year, Vail is an extraordinary mountain resort destination.
The vacation experience is exceptional, from the awe-inspiring terrain and natural beauty of the
surrounding Gore and Sawatch Ranges to world-class events, activities and festivals, shops and
spas, and the abundant culinary experiences and luxurious accommodations that line the pedestrian-
friendly streets of Vail Village and Lionshead. Vail is where outdoor pursuits meet village
sophistication. Offering more than 5,200 acres of developed ski and snowboard terrain including
seven legendary Back Bowls in winter, and flourishing with new summer activities in preparation for
the debut of Epic Discovery in 2016, the options for year-round adventure are endless. Coupled with
the vision inherent in the spirit of Vail’s founders, and a modern day commitment to excellence in all
aspects of guest service and operations, Vail is a mountain resort like nothing on earth.
Brand Essence: Like nothing on earth
Brand Promise: There’s something about being in Vail that just can’t be put into words. Something
that makes us surrender to being fully present in this place. Something that immediately disconnects
us from our everyday, while simultaneously reconnecting us with family, friends and to parts of
ourselves long forgotten. Something that reminds us of what we live for, what we work for, and what
it’s like to forget everything else but the moment we’re in. Being in Vail puts us back in touch with our
sense of awe and fills us with appreciation for being amazed, for being a part of something majestic,
and for just simply being. From expansive and exhilarating mountain adventures by day, to lively and
luxurious village experiences by night, being in Vail resurrects within us a childlike sense of joy, awe
and wonder that turns even the simplest moments into treasured memories. Vail is like nothing on
earth.
Positioning Statement: To discerning individuals who desire premium experiences, Vail is the
pinnacle mountain destination, that inspires awe and wonder at every turn, so you can create and
share exhilarating and luxurious experiences with family and friends, because only Vail delivers the
best of mountain recreation and village sophistication in a unique cultural atmosphere.
CSE 2018 RFP: 08/7/2017 Attachment C Marketing Checklist
Event Name:
Event Category as designated in your agreement:
Education & Enrichment (EE) or
Cultural, Recreation & Community (CRC)
0
Item Marketing Action Item # of Days to Event Deadline Notes
1 Event Producer and/or Marketing Coordinator agrees to attend
the Vail Brand Summit
Date TBD-
Spring 2018
2 Producer to provide marketing liaison representative contact
infomation for CSE/ VLMDAC contacts (Name, Email, Phone)agreement signing 01/00/00
3
TOV CSE Event Liaison provides producer brand briefing/mtg
and producer demonstrates an understanding of Vail Brand
Guidelines
90 #NUM!
4 Producer to provide event brand creative strategy - basic look
and feel of creative materials 90 #NUM!
5 Producer provides event synopsis, communications plan and
press release for approval.45 #NUM!
6
Producer provides detailed event marketing budget, event
marketing strategies for target market and channels, marketing
goals and creative strategies
30 #NUM!
7
Appropriate calendar communication and integration, includes
welcome center, bus shelters, vail.com, vaildaily.com, vail-
calendar.com, vailgov.com, etc, ToV, Vail Mountain ticket
sales, create FAQ sheet
30 #NUM!
8
Producer to provide community engagement plan and
integration, may include merchant meetings and promotions,
welcome center briefing, rack cards and other outreach
21 #NUM!
Please complete cells in yellow to auto-populate dates.
Agreement Signed Date: MM/DD/YYYY
Event Start Date: MM/DD/YYYY
Number of days between agreement signing & event:
Marketing Checklist: 2018 Special Events - Attachment C
Submit to Town of Vail Event Liaison Specialist - Laura Waniuk - lwaniuk@vailgov.com, 970-477-3417
The Marketing Checklist is designed to track dates and execution.
● Completion of the action items is *REQUIRED* as part of your CSE funding agreement.
● *ALL* marketing materials containing the Town of Vail logo or Vail logo MUST BE SUBMITTED FOR REVIEW PRIOR TO RELEASE OR PRINT.
● This includes, but is not limited to: advertisements, banners, websites, facebook pages, posters, program guides or email newsletters.
● If event materials are released or printed without TOV approval, your final funding payment may be impacted.
● Deadline dates have been designated so as to insure adequate time for review and production of your materials, should any changes be requested.
Please complete all cells colored yellow to autofill the deadline dates.
CSE 2018 RFP: 8/7/2017 Attachment D: Event Recap & Guidelines
Attachment D: Guidelines for Post-event Recaps for
All Events Receiving Public Funding:
A post-event recap is required from all events receiving Town of Vail funding. Schedule a
presentation to the Commission on Special Events within 60 days of the close of your event.
Events identified by the CSE will surveyed in the independent event survey program, and are
required to make their attendee email list accessible. A recap template will be provided for this
purpose and shall include estimated results per the Criteria as described in the RFP.
• Attendance numbers and demographic profile:
o Estimated attendance. If your event is non-ticketed, please describe what method you
used to estimate the numbers of attendees.
o What percentage of people came to Vail specifically for your event? What percentage of
people has attended the event in previous years?
o Where did attendees come from: local, regional, out of state, international destinations?
o Average age and income bracket of attendees.
• Estimated spending by event attendees:
o Dining, Shopping, Other Activities
o Lodging: Please include an explanation as to how participants and/or attendees were
directed to book lodging.
What percent of attendees stayed in the Town of Vail?
Average amount spent on lodging per day?
Estimated number of room nights booked in association with your event.
• Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional
spending within the Town of Vail was generated by the event? What is the ratio of increased
revenue to the amount of funding received? How much additional sales and lodging tax
revenue generated by the event accrued to the Town of Vail?
(Town of Vail sales tax is 4%. Vail Local Marketing District lodging tax is an additional 1.4%).
• Visitor Intent to Return and Satisfaction Ratings: Would you come back? Was it fun?
Please provide the NPS (Net Promoter Score) number determined from provided or your own
survey results.
• An overview outlining the event’s successes and opportunities: specifically, what went well and
what measures could be taken to improve the event. For repeat events, please provide a
comparison to past years.
• A description of how the event is compatible with the Vail Brand.
• How did the event impact Vail’s “Sense of Community”?
• Topline marketing efforts that were implemented to promote the event.
• Potential for growth and the development of sponsorships and media exposure.
• Please describe any and all measures that were taken to produce the event in as “green” and
environmentally friendly manner as possible.
• A detailed event budget showing actual profit and loss numbers and how the funding was
utilized. Please separate the in-kind support from cash revenues and sponsorships.
Submit your event re-cap electronically on the PowerPoint template provided in your funding packet
to Laura Waniuk – lwaniuk@vailgov.com not later than noon on the Wednesday a week before the
CSE meeting.
CSE 2018 RFP: 8/7/2017 Attachment E: Community Contacts Page 1 of 2
Community Contact List – Attachment E
Town of Vail Contact Name Phone Email
Town of Vail Special Event Permitting
Ernest Saeger, Special
Events Coordinator 970-477-3551 esaeger@vailgov.com
Town of Vail (CSE) Special Event
Marketing & Commission on Special
Events (CSE)
Laura Waniuk, TOV CSE
Event Liaison Specialist 970-477-3417 lwaniuk@vailgov.com
Vail Local Marketing District Advisory
Council (VLMDAC)
Kelli McDonald, TOV
Economic Development
Department 970-477-2454 KMcDonald@vailgov.com
Special Events Liquor Licensing (LLA) Tammy Nagel 970-477-2460 TNagel@vailgov.com
Vail Fire Department
Mike Vaughan, Fire
Marshal 970 479-2252 MVaughan@vailgov.com
Vail Police Department Justin Dill 970-477-3409 Jdill@vailgov.com
Venues Contact Name Phone Email
Arrabelle Terri Hanley 970-754-7769 thanley@vailresorts.com
Betty Ford Alpine Gardens Lorrie Cardwell 970-476-0103 Lorrie@bettyfordalpinegardens.org
Dobson Ice Arena
Jared Biniecki, VRD,
Dobson Arena Manager 970-479-2271 jbiniecki@vailrec.com
Donovan Pavilion
Laurie Asmussen,
Donovan Pavilion Mgmt.
Inc. 970-376-3756
pavilion@vailgov.com
Ford Park Athletic Fields Joel Rabinowitz 970-479-2280 jrabinowitz@vailrec.com
Gerald R. Ford Amphitheater
Vail Valley Foundation
(VVF) - Jen Mason 970-470-0001 jmason@vvf.org
The Grand View
Laurie Asmussen,
Donovan Pavilion Mgmt.
Inc. 970-376-3756 pavilion@vailgov.com
Solaris Plaza
TOV - Sybill Navas, CSE
Coordinator 970-477-3551 SNavas@vailgov.com
Vail Golf Course Alice Plain, Director of Golf 970-479-2260 aplain@vailrec.com
Vail Mountain School
General Use – Jennifer Bill
Theater Use – Greg Jones
Athletic Facilities – Ted
O’Reilly 970-476-3850
jbill@vms.edu
gjones@vms.edu
toreilly@vms.edu
Vail Mountain Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Golden Peak Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Mountain Plaza Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Lionshead Ski Yard Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com
Vail Nordic Center
Mia Stockdale and Shane
Slouter 970 476-8366
mia@vail.net
shane@vail.net
CSE 2018 RFP: 8/7/2017 Attachment E: Community Contacts Page 2 of 2
Hotels - Contact
establishment directly Contact Name Phone Email
Sandra Perrig-Holst, Vail
Valley Partnership (VVP)
for assistance w/ lodging
questions and group sales 970-477-4003 Sperrig-holst@visitvailvalley.com
Restaurants - Contact
establishment directly Contact Name Phone Email
Matt Morgan, Chairman;
Vail Restaurant
Association & Owner,
Sweet Basil 970-476-0125 matt@sweetbasil-vail.com
Brian Nolan, Group 970 970-845-0545 brian@group970.com
Other Contact Name Phone Email
Ambulance District Pete Brandes 970-926-5270 PBrandes@echsd.org
CDOT- Colorado Dept.
of Transportation Michael Goolsby 970-683-6306 Michael.Goolsby@DOT.STATE.CO.US
US Forest Service
Kerry Pitt, Minturn Special
Permits; Paula Peterson,
Minturn Supervisor
Kerry 970-827-
5154
Paula 970-827-
5159
kpitt@fs.fed.us
pkpeterson@fs.fed.us
Vail Chamber &
Business Association Alison Wadey 970-477-0075 info@vailchamber.org
Vail Valley Partnership
(VVP) Sandra Perrig-Holst 970-477-4003 SPerrig-Holst@visitvailvalley.com
Welcome Center
Manager Bobby Bank 970-476-6171 bbank@vailinfo.org
Welcome Center Vail
Village 970-476-4790 Vail@vailinfo.org
Welcome Center
Lionshead 970-479-5181 lionshead@vailinfo.org
Vail Daily - Business
Editor Scott Miller 970-748-2930 smiller@vaildaily.com
Banner Printing - Great
Big Color, Inc. Suzie Grant 303-404-9900 suzieg@greatbigcolor.com