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Home My WebLink AboutBetty_Ford_Alpine_Gardens_Presentation_MaterialsBetty Ford Alpine Gardens Presentation to Vail Town Council CSE Funding December 4, 2017 1986 Betty Ford Alpine Gardens established as a display garden in front of the new amphitheater 1988 Gardens named for Mrs. Betty Ford and Perennial Garden established 1998 Meditation Garden 2000 Alpine Rock Garden 2002 Children’s Garden & Back to Nature Trail 2015 Opened the Education Center and expanded educational and community enrichment programs 2017 Stumpery and Pollinator Gardens Mission: To deepen understanding and promote conservation of alpine plants and the fragile mountain environment. Outdoor Gardens Supported by TOV grant $69,700 Education & Community Programming Supported by TOV CSE grant $15,000 •Free and accessible to all •Estimated 100,000 visitors annually •Five (5) acres in Vail’s Ford Park •Displaying over 3,000 species of plants •7 distinct gardens •Four water features •Professional horticultural staff •Handicap accessible paths •Ranked as #2 thing to do in Vail by Trip Advisor •Year-round programming •Estimated 8,000 visitors annually •Snowshoe trail with complimentary snowshoes •2018 Traveling Exhibits •Patrick Dougherty – Photo exhibit •H2O = Life •2018 Speaker series •Patrick Dougherty (TBD) •John Fielder (Feb 1) •Beaver Habits & Habitats (Aug 9) •Impact of Mining on Waterways (Sept.20) •Botanical Exploration: Central Asia (TBD) •Six (6) Hands-on workshops •Self-guided family activities •Information & interpretation center •Alpine House (unique to N. America) Capital Improvement TOV Capital Grant $20,000 •Repair ADA Pathways •Upgrade irrigation throughout gardens 2018 Education Initiative The Complex Role of Rivers in our lives Programs are in alignment with the Town of Vail’s mission and values Strategic approach to education & community programing: Goals derived from our mission Strategies to meet goals: Exhibits, presentations, workshops, structured and self-guided activities, virtual reality, Treasure Hunt, Macroinvertebrates under the Microscope, beaver dam engineering Measurable results : guest count, # and type of questions asked, evaluations of presentation and programs Developing a reputation for diverse content not offered anywhere in the Valley Partnerships with AIPP, ERWC, ERWSD, VRD, other non-profits Promoting Town of Vail 2019 Betty Ford Alpine Gardens? Thank You Appendix 2018 CSE Application 2018 TOV Grant Application Marketing Material examples 2017 Survey Dashboard 2017 CSE Recap <HDU RI 7KH 3ROOLQDWRUVDW %HWW\ )RUG $OSLQH *DUGHQV$SULO 0D\ 7UDYHOLQJ ([KLELW3ROOLQDWRUV .HHSLQJ &RPSDQ\ ZLWK )ORZHUV0RQGD\6DWXUGD\ SP# (GXFDWLRQ &HQWHU GRQDWLRQ DSSUHFLDWHG Pro of ,QWLPDWH(YHQLQJV (IIHFWV RI &OLPDWH &KDQJH RQ :LOGIORZHUV DQG $QLPDOV -XQH %DWV RI &RORUDGR 6HSWHPEHU 0HPEHUV UHFHLYH GLVFRXQW ZZZEHWW\IRUGDOSLQHJDUGHQVRUJ FDOHQGDU RU FDOO [ :RUNVKRSV %XWWHUIO\ &RXQW 7UDLQLQJ -XQH 3ROOLQDWRU *DUGHQLQJ -XQH 3ROOLQDWRU +DELWDW +HUR -XQH ,QFOXGHV ZLQH EHHU DSSHWL]HUV )UHH RI FKDUJH WR UHJLVWHU YLVLWPro of Betty Ford Alpine Gardens - Nurture Explore & Discover at the Gardens EVENT & APPLICANT OVER VIEW : 0. Email contact : liz@bettyfordalpinegardens.org 1. What is the name of your event/program? : Betty Ford Alpine Gardens - Nurture Explore & Discover at the Gardens 2. Please select the event category for your RFP . : Education & Enrichment (EE) 3. Is this a new event or program? : No 3a. How much was your event or program funded in 2017? : $15,000 4. Are you a first time submitter for the T own of V ail Commission on Special Events funding program? : No 5. Amount of 2018 funding requested : $20,000 6. Proposed Event/Program Start Date : 2017-11-01 7. Proposed Event/Program End Date : 2018-09-30 7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD: : 2018 CALENDAR January /February Intimate Evening at the Gardens with John Fielder June - September Workshop Series June - July Patrick Dougherty photography exhibit June Intimate Evening at the Gardens Speaker TBD August - October H20 = Life: Wet, Wild, Wonderful Waterways exhibit August Intimate Evening at the Gardens Speaker TBD September Intimate Evening at the Gardens Speaker TBD October Intimate Evening at the Gardens with Nick Courtens and Paniote 8. Are your event/program dates set or could they changed? : Event dates are flexible and can be changed 9. Name of person completing the application : Liz Campbell 9a. Title of person completing the application : Development Director 10. Provide name of person or entity to whom the funding check will be cut. : Betty Ford Alpine Gardens 11. Mailing Address Street : 522 S. Frontage Rd. E. 12. City : Vail 13. State : US-CO 14. Zip Code : 81657 15. Telephone number : 970-376-1389 16. Email address : liz@bettyfordalpinegardens.org 17. Event/program and/or organization website : http://bettyfordalpinegardens.org/ 18. Number of years organization has been in business : 30 19. Organization's Mission Statement : To deepen understanding and promote the conservation of alpine plants and the fragile mountain environments. 20. Organization's T ax Status : Non-Profit (501C-3) 21. If applicable, please attach current State Department of Revenue Certificate with this application. : Certificate of Registration - 2016.properties.pdf 22. Does the event or program benefit a charity or organization? : Yes 22a. Please name and describe the beneficiary : Betty Ford Alpine Gardens EVENT DESCRIPTION : 1. Is this a new or existing event/program in V ail? : Existing 1a. How many years has the event or program been produced in V ail? : 2 1b. Please describe the location(s) of the event or program in previous years. : Education Center at Betty Ford Alpine Gardens 2. Please provide a detailed description of the event/program and its activities. : In 2018 Nurture / Explore / Discover at the Gardens is a compilation of traveling educational exhibits, interactive games and activities, Intimate Evening at the Gardens speaker series, and hand-on workshops focused on conveying the importance plants play in the health of our water ways. Betty Ford Alpine Gardens is seeking funding to host two traveling exhibits, five Intimate Evening at the Gardens speakers, and five hands-on workshops. 3. 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. : Education Center at Betty Ford Alpine Gardens 4. Do you plan to use V ail Recreation District Facilities? : No 5. If any of the event/program takes place outside of the T own of V ail, please explain where the event will take place and why . : NA ENVIRONMENTAL PRACTICES : 1. Which of these environmental practices will you commit to executing at your event/program? : Recyclable Materials No plastic bags Re-usable bags and bottles Encourage bikes, etc Enforce no idling Recycle Wastewater Eco Friendly serving No Styrofoam Compost Food Waster Water Bottle Filling Provide Bike Parking Close the loop All of these 2. Please describe your commitment to environmental sustainability and detail measures that will be taken during your event to ensure minimal environmental impact and sustainable best practices. : Betty Ford Alpine Gardens uses compo-stable glasses, plates and napkins at events. We actively recycle at events and in the office. We even have a compost pile! EVENT/PROGRAM PARTICIPANTS : 1. Number of participants (athletes, artists, exhibitors, etc.) anticipated : 700 2. Number of volunteers needed : 25 3. Number of event/program staff : 5 4. Estimate of total number of spectators/attendees anticipated : 9,000 SCORECARD CRITERIA QUESTIONS : 1. Estimate the number of Colorado destination guests your event/program will bring to V ail : 3,000 2. Estimate the number of destination guests from outside Colorado your event/program will bring to V ail : 4,000 3. Estimate the number of international guests your event/program will bring to V ail : 2,000 4. Does your event/program have the opportunity to drive group business? Please describe. : While Betty Ford Alpine Gardens does not drive group business, we work directly with Destination Management companies to host corporate and private groups while in town. 5. How will your event/program increase sales tax in V ail? : As demonstrated by the 2016 Commission on Special Events survey, Guests of Betty Ford Alpine Gardens contribute significantly to Vail’s sales tax. Betty Ford Alpine Gardens is an added benefit to either owning a home/vacation home/time share OR a highlight of their vacation. In fact, the Gardens is ranked #2 of things to do in Vail by the online website Trip Advisor. According to an economic survey conducted by the Vail Valley Foundation in 2011 the Garden is an $11 million economic benefit to the Towns economy. Our visitors are wealthy and well educated families, the ideal demographic for spending money shopping, participating in other activities within the Town and coming back for another visit. 6. EE - How will the event or program enhance Leadership Skills: locally , nationally and internationally? : Some of the most important leadership skills are relationship building, coaching and directing others. Over the past 30 years Betty Ford Alpine Gardens has built relationships spanning several familial generations of Vail residents, 2nd home owners and visitors. With the addition of the Education Center and the expansion of educational programming, the Gardens reputation of bringing the community together to engage in intellectual dialogue is growing. The presentation, workshops and classes enable us to teach children and adults the importance of our mountain environment in the overall balance of nature. Plants are the mainstay of this environment. Our hope is that by making people more aware of the plants that surround us, they will care and by caring they will want to protect our natural environment. On a national and international level, Betty Ford Alpine Gardens is working with environmental leaders across the globe to publish the North American Strategy for Alpine Plant Conservation. 7. EE - What opportunities does the event or program have to foster a health and well being reputation for Vail? : Betty Ford Alpine Gardens provides a safe outdoor experience that promotes health and well-being on numerous levels. For adult it provides both a relaxing and educational experience. Most visitors are in awe of the natural beauty which imparts feelings of well-being while also relieving stress. For children Betty Ford Alpine Gardens offers a safe outdoor experience and an opportunity to connect with nature. ‘Nature deficit disorder’ coined by Richard Louv in 2005 has been identified as a real phenomenon caused by children’s structured lifestyles leaving little time for the restorative behaviors of just being in nature. The “Back to Nature” trail at the Gardens has been designed and developed to encourage simple play. 8. EE - How will the event or program provide opportunities for intellectual dialogues and problem solving : All the educational programs provide opportunities for intellectual engagement prior to and following the events. The Intimate Evening presenters include a question and answer session that engages deeper thought and encourages dialogue. On a daily basis, staff at Betty Ford Alpine Gardens answers questions about various plants and have a question board visitors can use to advance ideas and explore analyses. In 2017, the Gardens also developed a complimentary alpine wildflower app so guests can better understand the wildflowers that make up a significant part of our landscape. 9. EE - How will the event or program deliver an educational component? : Our role as a botanical garden is to educate the public about the fascinating and critical role of plants in their lives. Specifically at Betty Ford Alpine Gardens, we focus on our own fragile mountain environment. Betty Ford Alpine Gardens is proposing to host two traveling exhibits: a photography exhibit on Patrick Dougherty’s natural artwork, and an exhibit featuring the importance of healthy rivers to accompany the Town of Vail’s efforts to “Restore the Gore”. We will deliver educational components and dig deeper into environmental educational opportunities surrounding each exhibit through evening presentations featuring renowned scientists, artists and naturalists of the highest caliber; exhibit materials for guests to take home; through interactive activities including microscopes and virtual reality games; and hands-on workshops in conjunction with the University of Colorado, Denver Botanic Gardens and Eagle County Master Gardeners. In addition, the Gardens will work with continue to work as a service provider for the Vail Recreation District summer day camps and after-school programs with a focus on River Ecology. 10. EE - Please upload course syllabus, class descriptions or program details. : Betty Ford Alpine Gardens 2018 Education Program Descriptions.pdf 11. EE - How will the event or program create a lasting impact on the community? : Betty Ford Alpine Gardens is celebrating 30 years of botanical excellence in 2018. Over time, the Gardens has matured and flourished increasing its impact within the community. Betty Ford Alpine Gardens is stronger than ever and will be an integral part of this community for many years to come. Within the Gardens, tributes to so many of Vail’s pioneers are discreetly placed on benches and in the individual gardens ~ a testament to its long lasting impact. What distinguishes the Gardens from other botanical gardens in the United States and abroad is our focus on alpine plants and our high mountain environment. Our hope is that through education and building awareness we will sustain our unique environment for future generations. 12. EE: How will your event or program partner with the V ail brand identity? : Betty Ford Alpine Gardens is a world class botanical garden whose understanding of the alpine environment is unsurpassed. This nationally renowned botanical experience prides itself in providing only exceptional education experiences . Recent upgrades in Ford Park and the additional of the beautiful Education Center has created a unique environment enjoyed and appreciated by Vail’s discerning clientele. 13. EE - Event Timing: How is it the right event or program at the right time? : Patrick Dougherty will be erecting a natural structure in Ford Park beginning in June. His photography exhibit will open in the Education Center beginning in May and run through July (exact dates tbd). This exhibit will help promote and engage visitors with his art installation in Ford Park. With a limited window to reverse the effects of years of human impact on Gore Creek, now is the time to educate the public. The Gore Creek Strategic Plan, adopted by the Vail Town Council in 2016, established a list of actions items to restore the health of Gore and education leads the way. H20 = Life: Wet, Wild, Wonderful Waterways and its accompanying presentations, workshops and children activities will address this educational objective. The exhibit will begin at the end of July and run through the fall. 14. EE - Demographic Fit: How will the event or program optimize the quality of participants to improve future economic opportunity? : How will the event or program optimize the quality of participants to improve future economic opportunity? Betty Ford Alpine Gardens and its educational activities do not necessarily drive overnight guests. However, as demonstrated with the 2017 CSE survey, visitors to Betty Ford Alpine Gardens are predominantly women between the ages of 40 – 70 and their families whose income is $150,000 or more. For the most part the vacationers stay, shop and dine in Vail. The demographics and buying patterns of our guests contribute significantly to the Town of Vail’s economic prosperity. 15. EE - Community Enrichment: What is the lasting community involvement opportunity and/or lasting community benefit of the event or program? : Betty Ford Alpine Gardens is synonymous with summer in the Vail Valley. As described above, an iconic part of Vail for 30 years, Betty Ford Alpine Gardens is here to stay. Beloved by locals and visitors alike it has been voted the #2 Thing to do in Vail by the online website Trip Advisor. Every time we educate the local community to love and understand their local environment we foster a deep appreciation that will deliver a sense of pride and concern for Vail for years to come. Particularly in 2018 our efforts to support the Town’s message about the health of Gore Creek we anticipate an opportunity to reverse the ‘impaired’ condition. 16. EE - Growth Potential: How will the event or program deliver fresh content and enhanced experiences? : Betty Ford Alpine Gardens is strategically working on a 5-7 year plan to deliver outstanding educational programs, speakers and events. An Education Committee, comprised of naturalists, environmentalists, and professors, work together to generate trending issues and notable speakers. In addition, the Gardens education department expands during the summer to ensure the guests’ experiences are exceptional. We will modify the education plan to accommodate new content. 17. EE - Growth Potential: How will the event or program achieve national/global recognition and participation? : Betty Ford Alpine Gardens already enjoys a national and international recognition much larger than its small size would imagine. The Director of the Gardens served as President of the American Association of Public Gardens putting the Vail Garden in the national spotlight. It has earned a reputation of being true to its mission of educating about mountain flora. These world class exhibits and programs enforce this reputation. In an ongoing effort, staff at the Gardens is leading a national program to find a strategy for protecting North America’s alpine flora, firmly placing the Gardens on a national conservation stage. In 2018, Betty Ford Alpine Gardens is conducting an interpretive plan for the outdoor gardens. We are proud to report the Gardens been chosen by Botanic Gardens Conservation International (BGCI) in their launch of a mobile app as part of BGCI’s Care for the Rare interpretation resources for public gardens. The first of its kind, the Care for the Rare mobile app offers multi- site and location-based garden tours with multi-media features. We anticipate comprehensive interpretation of the Gardens including a mobile app will have a significant and long lasting community benefit that will be recognized internationally. 18. EE - Marketing Strength: What is the marketing reach for the event or program? (Reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.) : Since opening the Education Center, Betty Ford Alpine Gardens is gaining strength with its market reach. We are quickly various avenues, the events sell out or reach capacity quickly. Evening presentations sell out, workshops are many times maxed to capacity. Invitations are sent out through on-line sites to approximately 700 households. 19. EE - Marketing Strength: How will the event or program leverage media exposure and sponsorship? : Colorado Mountain News Media is a significant sponsor of Educational programming at Betty Ford Alpine Gardens. We have grown this partnership and leverage their support to market the events. We also partner with other agencies including Eagle River Water and Sanitation District, the Eagle River Watershed Council, the Bureau of Land Management and Walking Mountains Science Center to promote events. 20. EE - Producer Qualifications: Explain the event or program producer ’s quality , knowledge and resources to sustain and grow the event. : Explain the event or program producer’s quality, knowledge and resources to sustain and grow the event. Nicola Ripley and Nanette Kuich are responsible for the scope and breadth of the education programs. Nicola Ripley, Executive Director, holds a Masters in Ecology from University College of North Wales and a Bachelor’s degree in Biology from University of York, England. She specialized in alpine environments, working for the Nature Conservancy Council and the Institute of Terrestrial Ecology, UK. For five years Nicola was co-owner and director of Montane Environmental Solutions Ltd, an Environmental Consulting Company, conducting rare plant studies, environmental impact analyses and wetland surveys for private and governmental clients. Since 1996, Nicola has worked for the Betty Ford Alpine Gardens on a gradually increasing basis. She served seven years on the Board of Directors for the American Public Gardens Association. Nanette Kuich, Education Coordinator, became interested in plant science through the Colorado State University Extension’s Master Gardener and Native Plant Master Programs, instructing for both. Nanette received a B.A. in Earth and Space Sciences from State University of New York at Stony Brook, attended graduate school at the University of Texas, Dallas and received a Master’s degree in Science Education from Oregon State University in December 2016. EVENT ECONOMIC IMPACT : 1. Potential benefits to the T own of V ail - Estimate number of room nights for your event or program. : 12,000 2. Potential benefits to the T own of V ail - Estimate increased spending generated by your event or program. : $1,500,000 3. Potential benefits to the T own of V ail - What estimated return on investment (ROI) in dollars should the Town of V ail expect? (ROI in this case refers to for each dollar the event/program is funded, how many dollars will be received by the T own of V ail from event impact.) : $100 4. Explanation of how you will direct prospective attendees to book lodging within the T own of V ail and a description of how you will track the number of lodging nights generated. : Betty Ford Alpine Gardens will align their efforts with Vail Beaver Creek Central Reservations and the website vail.com to guide Garden visitors to book their lodging. We can do this by adding a link to vail.com in the “About” section of the Gardens’ website. In addition through an email blast, we will send information to our summer guests about the Gardens’ 2018 activities and include a (VBC Central Res) link to book their reservations now. This email will go out at the end of January. Please note: A small but growing number of people come to Vail because of Betty Ford Alpine Gardens. Last year’s CSE survey sample was very low. Consequently, the information did not accurately depict the financial benefits to the Town. However based on interactions with our guests, the majority of our visitors are from out of town. And most of of these guests stay in Vail. The 2016 CSE survey confirmed the majority of Betty Ford Alpine Gardens’ clientele are women ages 55 – 74 and their families with household incomes $150,000 or higher. This demographic group is considered to be decision makers for their families and effective influence rs. In addition, Betty Ford Alpine Gardens net promoter score was 85% - one of the highest promoter scores for Town of Vail events supported by the CSE. Based on these results, the Town of Vail should expect a very high ROI for their investment in education programs at Betty Ford Alpine Gardens. BUDGET : Using the provided budget template, provide a detailed estimated event/program budget, including anticipated revenues and expenses. 1. Describe how you will use the funds requested from the CSE. : Funds will be used to market the events in the Vail Daily and Colorado Public Radio; pay for direct expense related to the traveling exhibits and exhibit materials; marketing materials including postcards and mailing, posters, flyers; honorariums and travel expenses for speakers; possibly lodging if in-kind housing is not secured. 2. Please upload the provided complete event/program budget template here. : TOV2018GrantRequest.pdf 3. What percentage % of the total event/program budget is the CSE being asked to fund? : 60 4. If the event/program is not funded at full request, how will the event change with a lower funding allocation? : Betty Ford Alpine Gardens is supported mostly by individuals and proceeds from two gift shops, there is no admission fee for the Gardens, nor any of the exhibits we host. It is a source of pride for the Gardens that we provide educational experiences regardless of peoples economic status or ability to pay. The Town of Vail has historically provided some operational support (17% of the operating budget) for the outdoor gardens but this number did not increase with the building of the Education Center. Since then our programming has increased this operating budget. The Commission on Special Events has been a critical piece of funding the ambitious programming. If the summer education programs are not funded at full request, we will have to scale back our efforts significantly. 5. Should the CSE decide not to support this event/program at all, will it still occur? : Yes 6. What percentage % of the total event/program revenue do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) : 15 7. Do you intend to host the event or program in V ail beyond 2018? : Yes 7a. How many years beyond 2018? : 4+ 7b. Do you anticipate requesting funding from the CSE for 2019? : Yes MARKETING : Please upload your event/program marketing plan and budget, include strategy , channel, method, budget and execution dates. : BETTY FORD ALPINE GARDENS EVENT MARKETING PLAN.pdf 1. Objectives: What are you trying to accomplish through your marketing efforts? : Marketing objectives are to elevate the Gardens reputation as a center for environmental learning; increase traffic at the Education Center; increase attendance and make people aware of ticketed events; and solidify the Gardens reputation as a place to learn. 2. Strategy: How will you meet your objectives? : We will Increase visitation from residents and visitors a. Objectives: Develop and distribute summer and winter rack cards; Year-round press releases; Participation in the Vail Local Marketing District monthly meetings; Provide content and pictures to area and regional websites;Ḁ Build relationships with concierge and front desk staff through participation in trade shows, visits to lodges and summer concierge information/gift; Contact regional magazines to pitch story ideas; Vail Valley Magazine, Vail Beaver Creek Magazine III. We will increase the reputation of Betty Ford Alpine Gardens as a center for learning about alpine plants and the mountain environment. b. Objectives: Host traveling educational exhibits of the highest caliber and create exhibit materials for guests to take home; Engage speakers to present more detailed information about environmental topics; Work with higher education institutions to create meaningful continuing education workshops; IV. We will increase support from visitors a. Objectives: Accurately capture program participant information with event participation forms, and guest email sign-up procedures; Email targeted message for guest information gleaned from the email sign-ups thanking them and inviting them to get involved; 3. Audience: Who is your audience? (Y ou may choose more than one.) : First time visitors Returning guests Primary and Second Homeowners Local residents 4. Persona: Who is your target? : Dynamic Families Super Boomers Active Professionals 5. Activation: Detail activation opportunities to promote your event or program. (Definition of Activation: Create an expanded presence throughout the community and stimulate the participation of the merchants, restaurants, bars and lodges.) : Concierge Eblast and information dissemination Summer Rack Card Distribution Vail Brochure Deliver handles most properties and information distribution points except for the following properties/locations Information Centers Pepi Sports Hyatt Beaver Creek Vail Marriott Vail Cascade Resort and Club Ritz Carlton PRESS RELEASE / TOWN TALK / FACEBOOK SCHEDULE Submit detailed press releases including event sponsors / Town Talk pics w/details Traveling Exhibit – Dougherty Intimate Evening Speakers – January, June, August, September Traveling Exhibit - H20 = Life: Wet, Wild, Wonderful Waterways Workshop Series Speaker Engagements: ̀ o PRINT MEDIA ~ POST CARDS / CALENDAR Monthly poster of events – located at Garden entrances Vail Daily ads – 2-4 weeks prior to the events ads placed 2-5 times per week Post cards: Dougherty exhibit and Intimate Evening speaker – mailed in June H20 = Life: Wet, Wild, Wonderful Waterways and Intimate Evening speaker – August Workshop Series INTIMATE EVENING INVITATIONS Event Brite Paperless Post ̀ CALENDAR LISTINGS & POSTINGS Vaildaily.com Vail-calendar.com http://www.vail- calendar.com/vail-calendar-event-request-form Eventcrazy.com User name: BettyFord Password: Gardens12 http://www.eventcrazy.com/manageAccount/signUp.cfm?redirect=1&sOrigin=%2Fevent%2Fsubmit%2Ecfm Vail.net Vail Valley Partnership – Ashley Albrecht Visit Vail Valley – Vail Valley Partnership publication produced in the fall; send content in the fall to kbevin@visitvailvalley.com What to Do Parent’s Handbook Vail Valley Magazine Heather Hower editor: Colleen Grey Calendar 926-3969 Pete Vandeberg is the owner Epic Mix: Kelly Ladyga SM Vail Beaver Creek Magazine Vail Valley Magazine, 6. Channels: Which of these channels will you utilize to promote your event or program? (Y ou may select more than one.) : Print - Local Television Online Event Listings E-newsletters Web Media Plan/Public Relations Grassroots Facebook Posters Rack Cards Flyers Co-promotions Partnerships Local Vail Businesses Concierge Visits Other 6a. Please explain "Other". : Database mailings for Postcards, Eventbrite invitations; paperless post invites; 7. Please list contact information for your Media Relations or Public Relations staff or firm. 7a. Name : Liz Campbell and Lorrie Cardwell 7b. Telephone Number : 970-476-0103 7c. Email Address : liz@bettyfordalpinegardens.org & info@bettyfordalpinegardens.org SPONSORSHIPS & PARTNERSHIPS : 1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the event/program budget? : $6,100 1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners? : $5,000 2. Please list your confirmed sponsors or partners. : Vail Daily Christiannia Four Seasons 3. Please explain the potential for additional sponsorships or partners. : Our lowest hanging fruit are individuals who will underwrite the events/programs. We intend to solicit RA Nelson, Blue Sky Mortgage, Insurance companies, banks and Vail Resorts 4. Please upload your sponsorships/partnerships presentation, pitch deck or letter . (Document sent to prospective partners or sponsors which provides benefits for participating in your event/program.) : 2018 Sponsorship.pdf REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL : This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other requests will be accepted.Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero Hero,etc. 1. Do you need facility rental relief? : No ADDITIONAL INFORMATION : Are there any questions you have for the CSE or other things you'd like to share with the board that are not included in the application? : REQUIRED ATTACHMENTS : 2017 Event Recap : CRC 2017 Event Recap with Survey.pdf Organization rosters naming all officers, board of directors and respective positions as relevant : 2017- 2018 BFAG Board Names Only.pdf OPTIONAL ATTACHMENTS : List any URLs where additional information can be found, including photos, videos or other content relevant to your application. : http://www.stickwork.net/ The pdf below is a dynamic digital display prominently located at the front desk of the Education Center. Messaging changes every week/month depending on programming. Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding : Gallery Display.pdf Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding : Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding : RFP QUESTIONS AND KEY MEETING DATES : We encourage questions about the RFP to be sent via email to Laura Waniuk - lwaniuk@vailgov.com. Phone calls for further discussion can be scheduled over email as well.Monday, August 28: Questions about the RFP are due via email. Friday, September 1: Submitted questions and answers will be emailed to applicants.Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting on Monday, October 9, 2017. Final funding allocations will be determined by the CSE at a special meeting on Wednesday, October 18, 2017. The Town Council will review the funding allocations on Tuesday, November 7. Applicants will be notified of their preliminary funding allocations on Wednesday, November 8.Applicants will be notified of their final funding status after Monday, December 18, which is the last date for the Vail Town Council to call up any funding decisions. --->The "Save Draft" button below allows you to save your application and come back to work on it again. : --->The "Save" button is for when your application is complete and ready to submit. : ---> Your application has not been formally submitted until you navigate to the Menu page and click "Submit Request". Y ou will receive a confirmation email once your application has been submitted.<--- : Linked Contact : Liz Campbell Created by : integrations+2326@zenginehq.com Record ID # : 3818321 Last change : 2017-09-26T21:52:01+0000 Surveyed Event Recap: Betty Ford Alpine Gardens Cultural, Recreational & Community Category (October 9, 2018) Exhibits Pollinators: keeping company with Flowers Botanical Illustration: Rare Plants of Colorado Speakers David Inouye: Effects of Climate Change on the Alpine John Fielder: Wildflowers of Colorado Kurt Faust: The Love of Rivers Rob Schorr: Wonder of Bats Susan Panjabi: Rare & Imperiled Plants of CO Workshops Six hands-on workshops Betty Ford Alpine Gardens: Elizabeth Campbell Phone: 970.476.0103 liz@bettyfordalpinegardens.org 2 Overall Event Highlights & Successes 3 •List the top 4-6 successes: •High Net Promoter Score – guests are very likely to recommend a trip to Vail •More than doubled the number of people coming into the Education Center •Captured contact information from 10% of visitors at the Education Center •Sold out all evening presentations and nearly filled all workshops •Successfully hosted two traveling exhibits •Secured two new underwriters which translated to $10K in additional support •Increased Betty Ford Alpine Gardens reputation as a place to learn Questions from CSE 4 Attendance Estimate 5 •Was this the attendance you expected? No. It more than doubled from the year before. •How would you impact attendance next year? Increase social media and improved marketing. Streamline ticketing. Better use of the Vail App and marketing Vail App to our guests. Visitor Type 6 •Was this the visitor type split you expected? No. We count visitors and visitor type in the Education Center. Approximately 45% are female and 34% male and 21% children. •Why or why not? Please explain. Females typically fill out the survey. Our in-house guest count is much higher than what is reported in the survey. •What steps would you take to optimize visitor mix for future events? Based on our in-house guest count we have a good mix. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •What measures did you take to encourage attendees to book lodging in the Town of Vail? To date Betty Ford Alpine Gardens has not delivered a call to action for guests to book lodging. Overall Visitor Profile 8 •Who was your anticipated target demographic? Because the Gardens is free we anticipated visitors from all income levels and all ages. However our demographics reflect the typical Vail visitor profile. •Did you reach your target demographic? We do not feel the results accurately reflects the actual demographics due mostly to sample size. •What would you change to attract that audience next year? Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? NA •How would you increase the number of overnight Vail guests coming for the event next year? We captured email information from approximately 700 guests. We will email information about next year’s events and include a link for guests to book lodging through Vail /Beaver Creek Reservation. We can also include a link in our enewsletters. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Do you think the NPS scores reflect the attendee event experience? Yes. Betty Ford Alpine Gardens is ranked #2 on things to do in Vail. The Gardens is breathtaking and not just because of the high altitude and lack of oxygen. Very few people leave the Gardens disappointed. •What steps would you take to improve the NPS scores for your event next year? Estimated Return on Investment (ROI) & Attendee Expenditures 11 •What did your event do to encourage spending in Vail? We direct guests to Vail restaurants and time events so they will either eat lunch or dinner in Town. We also offer members a discount at our gift stores. Our Breakfast in the Gardens & Fashion Show features 3 boutiques in Vail and we direct guests to shop following the events. A portion of the proceeds benefits the Garden. Event Strengths & Weaknesses 12 •How did the event exceed expectations? Overwhelmingly positive feedback from program participants; timing of the Pollinator exhibit was ideal with lots of national publicity abut pollinators . •What are areas for event improvement? Better systems to market and capture ticket buyers; More front desk training – possibly hire a full time receptionist and not use volunteers; offer the CSE survey on –site; proper evaluation of learning retention to gauge the success of exhibits and programs; administer course evaluation forms for classes and workshops to solicit feedback from participants. •How did this year’s event compare to previous years? We experienced a significant increase in the number of visitors. By obtaining more contact information from our guests we will be able to market next year’s activities and events. Vail Brand Compatibility 13 •How did the event support the Vail Brand? Betty Ford Alpine Gardens is a world class botanical garden who specializes in the alpine and mountain environment. This public garden is like no other in the world and boasts one of only a few Alpine Houses open to the public in North America. Feedback from visitors and residents of Vail are impressed with how the Gardens has grown in both scope and size. Vail is one of only a few mountain resort communities that also has an internationally acclaimed public garden. The education programs at Betty Ford Alpine Gardens deliver fresh content that is trending and we do not jeopardize the quality Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •How did the event impact Vail’s sense of community? Betty Ford Alpine Gardens is a gathering place. Our events are small and intimate allowing guests the opportunity to meet one another, to discuss and to build relationships. All participants have a shared emotional connection – their interest in the mountain environment. Topline Marketing Efforts 15 •Include overview of top 3 successful marketing tactics or executions •Please attach complete marketing plan to end of presentation. Vail Daily Press Releases and Advertisements Digital Display at the Education Center Paperless post and Event Brite invitations Potential for Growth & Sponsorships/Media Exposure 16 •How do you see the event evolving or growing next year? Next year we anticipate adding more interactive activities to extend learning elements surrounding the exhibits. Plans include virtual reality, basket weaving and dam engineering/building. We will also market workshops better to increase attendance. •What sponsors do you plan to target next year? (Including existing and potential sponsors) Vail Daily, RA Nelson, Eagle River Water & Sanitation District, Blue Sky Mortgage, Rafting company. Underwriters will include individual donors to the Gardens. •How will you leverage media exposure and extend the marketing reach next year? We have a Vail Daily sponsorship enabling us to triple the amount we spend with them. This sponsorship provides us tremendous exposure. Sustainability Efforts 17 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail ? Betty Ford Alpine Gardens mission is to deepen understanding and promote conservation of alpine plants and the fragile mountain environment. We are stewards of our natural environment. We properly evaluate each program to ensure they are meeting our mission. •What waste reduction methods were used during your event/program? Our events are low impact with minimal waste. We use compostable products and recycle all glass, paper and plastic. We also have a compost pile for food waste. •How could you improve on sustainability efforts for next year’s event? We can position a volunteer by the recycle bin and compost heap to help sort waste. The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Event Budget 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 29700 CSE Funds: 15000 Cash Sponsorship (not CSE): 10000 In-kind Sponsorship: 3000 Marketing Budget: 6000 Profit & Loss: 1500 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, exhibit costs, speaker honorariums, F&B Appendix 19 Betty Ford Alpine Gardens 2017 Education Budget REVENUES BUDGET ACTUAL CSE $ 20,000 15000 Earned Income $ 3,600 4000 Individual Donors $ 6,100 10000 TOTAL REVENUES $ 29,700 $ 29,000 EXPENSES Traveling Exhibits $ 16,000 16000 Marketing Ads $ 6,000 6000 Additional Marketing Materials $ 1,500 1500 Presentations $ 5,000 3500 Workshops $ 1,200 500 TOTAL EXPENSE $ 29,700 $ 27,500 20 2017 BETTY FORD ALPINE GARDENS MARKETING PLAN PLAN WILL IDENTIFY ACTION ITEMS AND EXPECTATIONS THAT SURROUND MARKETING BETTY FORD ALPINE GARDENS TO INCREASE VISITATION AND OPERATING SUPPORT. The purpose of the plan is to cultivate community awareness and establish tasks to implement the plan. INTRODUCTION The Alpine Gardens has become an ever-increasingly visible and important part of the Vail Valley community. Still there remain many in the Valley who would support the Gardens if they had more introduction and understanding of the work of the work of Betty Ford Alpine Gardens. The strategy is to reach a much larger audience with messages to increase visitation and build the membership base. Mission Statement & Vision Betty Ford Alpine Gardens mission is to deepen the understanding and promote conservation of alpine plants and fragile mountain environments. The Gardens’ vision is to be the premier alpine botanical garden in the world. 21 Brand Statements Betty Ford Alpine Gardens is a beautiful and extraordinary botanical garden. The Alpine Gardens provides a quality outdoor place for the whole family to explore together. The Gardens is a place where kids of all ages can experience the wonders of nature. From the sounds of waterfalls to the beauty of the garden beds, Betty Ford Alpine Gardens appeals to all the senses. The Gardens is a hub of activity on most days but also frequently delivers a relaxing and peaceful environment. The Alpine Gardens serves as an important botanical resource that showcases one of the best collections of alpine plants in the world. The plant displays and interpretation explain characteristics of alpine flora including how they have adapted to grow in extreme climates. Betty Ford Alpine Gardens transports visitors into different mountain environments found in Colorado. Betty Ford Alpine Gardens is working on the North American Strategy for Alpine Plant Conservation. The Alpine Gardens’ monitoring and re-introduction of endangered alpine plants scientifically examines the success of various propagating techniques and the possible effects of global warming. In compliance with the Global Strategy for Plant Conservation, Betty Ford Alpine Gardens is dedicated to educating the public on the importance of plants and biodiversity. Tag Lines Vail’s Outdoor Classroom Celebrating Alpine Plants and Taking Steps to Conserve Them Vail’s Alpine Treasure The World’s Highest Botanical Garden The finest alpine botanical garden in the world. 22 Marketing Plan Goals I Create brand awareness by using our logo, positioning statement and theme whenever possible and in the correct format. Promote the Gardens in positive and memorable ways; Maintain brand, logo and message consistency. II. We will Increase visitation from residents and visitors Objectives: Children’s programs flyer distributed through schools Develop and distribution summer and winter rack cards see appendix i; Year -round press releases – see appendix ii; Hotel inserts for lodges – see appendix i; Participation in the Vail Local Marketing District monthly meetings; Provide content and pictures to area and regional websites – see appendix iv; Build relationships with concierge and front desk staff through participation in trade shows, visits to lodges and summer concierge information/gift; Contact regional magazines to pitch story ideas; Vail Valley Magazine, Vail Beaver Creek Magazine Children’s program flyer distributed at Eagle County Fun Fairs and Vail Farmer’s Market; III. We will create and implement a comprehensive programming plan to increase community visibility and operating support. Programming events will raise gross income in 2017- $25,000; Estimated Sponsorship for programming in 2017 will be $40,000 23 Objectives: ESTABLISHED & ONGOING PROGRAMS Produce the annual Butterfly Launch in May An educational project for over 600 3rd grade students Plan and implement on-going activities including Bluegrass in the Gardens; Chefs in the Gardens; Yoga; Children’s Learn & Grow COMMUNITY EVENTS Continue to develop the Plant Sale and Membership Drive memorial day weekend; Promote through email invite, Vail Daily ads, e-newsletter; face book; flyer; local radio stations; Vail Daily press release, Town Talk and all summer listings; SIGNATURE EVENTS Host two traveling educational exhibits and four speakers; Produce workshops and classes to promote environmental awareness; Host Member and public events in association with each signature event Introduce new demographic to the Gardens and promote memberships; Promote through email invite, e-newsletter; face book; hand bill (w/distribution plan); local radio stations; Vail Daily article, Town Talk and summer listings. 24 Appendix i Summer Rack Card Distribution & Hotel Inserts Distribution Vail Brochure Deliver handles most properties and information distribution points except for the following properties/locations Pepi Sports Hyatt Beaver Creek Vail Marriott Vail Cascade Resort and Club OTHERS Hotel Inserts Sitzmark Lodge Gasthause Gramshammer OTHERS Concierge Guild contact is Denyse McCoy mccoy.denyse@gmail.com Appendix ii Press Release & Town Talk Schedule Submit detailed press releases including event sponsors and post picture and info in Town Talk Winter Activities – January John Fielder – January Self-guided snowshoe trail Volunteer Snowshoe in March Butterfly Launch by May 19 Membership Drive and Plant Sale Gift Shop Opening Traveling Exhibit – Pollinators CSU Extension Workshop series Speaker Engagements: David Inouye - John Fielder Kurt Fausch, CSU Professor Emeritus, Dept. Fish wildlife Conservation Robertt Schorr, CSU Zoologist Susan Panjabi, Colorado Natural Heritage Summer Programming for Children and Adults Bluegrass in the Gardens Chefs in the Gardens submit weekly the Monday prior to each event: Traveling Exhibit – Rare Plant Betty Ford Alpine Gardens Celebration Senior Harvest Party 25 Appendix iii Calendar Listings and Postings Vaildaily.com Vail -calendar.com http://www.vail-calendar.com/vail-calendar-event-request-form Eventcrazy.com User name: BettyFord Password: Gardens12 http://www.eventcrazy.com/manageAccount/signUp.cfm?redirect=1&sOrigin=%2Fevent %2Fsubmit%2Ecfm Vail.net Volunteers needed to fulfill listings in the following: Vail Valley Partnership – Ashley Albrecht Visit Vail Valley content sent to Karen at VVP in March Visit Vail Valley – Vail Valley Partnership publication produced in the fall; send content in the fall to kbevin@visitvailvalley.com What to Do Parent’s Handbook Vail Valley Magazine Heather Hower editor: Colleen Grey Calendar 926-3969 Epic Mix: Kelly Ladyga SM Vail Beaver Creek Magazine Vail Valley Magazine, vail.com 26 27 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