HomeMy WebLinkAbout2005-09-27 Support Documentation CSE Regular MeetingIt
PUBLIC NO i ICE:
Town of Vail: Commission on Special Events Meeting
Town of Vail: Vail Town Council Chambers
Tuesday, June 28, 2005 at 8:30 a.m.
AGENDA:
? Approval of the Minutes from the meeting of May, 24, 2005 (5 minutes)
? Administrator's Report: (15 minutes)
• Financial Report
• Cancellation of Triple Crown Western Regional Softball Tournament
• Update on Meeting regarding a Celebrity Golf Tournament proposal
w/Matt Dockstetter and Brent Redman
• Update on Ambient Street Entertainment Schedule
• Vail Specific Canopies at Special Events
? Update on America Days and Sponsors: Laurie Asmussen (5 minutes)
? VRD/Request for Funds: Joel Rabinowitz is requesting support from the CSE for
the purchase of new trophies for the Vail Soccer Tournament. (10 minutes)
? Review Proposed Timeline and Draft RFP for 2006 Funding Allocation Process:
(15 minutes)
? Review Strategic Plan: Discuss whether or not the plan should be updated and give
direction as to how to move forward. (30 minutes)
? Funding Request from Council for 2006: Deadline for submittal is July 29 for a
hearing on August 16. Discuss r,.1,osal and give direction. (30 minutes)
? New Business: (10 minutes)
? Adjournment: 10:30 a.m.
Posted this 23`d Day of June, 2005
Sybill R. Navas, CSE Coordinator
PUBLIC NOTICE:
Town of Vail: Commission. on Special Events Meeting
Vail Town Council Chambers
Tuesday, September 27 2005 at 8:30 a.m.
AGENDA:
Approval of the minutes of the meeting of August 23, 2005. (5 minutes)
Administrator Report: (15 minutes)
• Financial Report: $1400 balance of unallocated funds.
• Tuesday, October 25: Regular CSE meeting at 8:30 will be followed at 9:30 by the joint
meeting between CSE, TOV Event Review Staff and Event F.,--oters.
• . November 11: would the CSE, prefer to review applications and make decisions on
funding applications in one long session? Mark Gordon is naming for Town Council, and
if elected will not be able to participate after November 15:
• Recap of Council. Decision fir,.. their meeting on September 20`h regarding 2006 CSE
fun(fing
• Review status of the TdAmerica Avon to Vail Triathlon
• Big Easy Event: Benefit for Katrina victims, Ford Amphitheatre, October 1
Final-Reportsi (15 minutes each)
• Gourmet on Gore:: Highline Sports, Jeff Brausch
• Oktoberfest: Highline Sports, Jeff Brausch
• Kiclr it Soccer. Bryan Realph, Crestline Sports
America Days: Laurie Asmussen, Eagle Valley Events
• Vail Arts Fes:: gal: Laurie Asmussen, Eagle Valley Events
Update on plans for Holidays in Vail: Laurie Asmussen (10 minutes)
Presentation of Survey Data: Joel Heath and Joe Blair, Untraditional Marketing
(30 minutes)
Strategic Plan: Review final draft for presentation to council October .4 or 18`b.
.420 -minutes)
Request for Funds: Matterhorn Neighborhood Halloween Party/Donovan Pavilion:
Traci Gordon (10 minutes)
Discussion: How to approach balancing the event calendar. duly Events or lack thereof.
(10 minutes)
.
New Business: (5 minutes)*:
Adjourn: 11:30 am.
Posted this 22nd Day of September, 2005
Sybill R. Navas
Coordinator, Commission on Special Events
Commission on SDeCial Events Meeting;
Town of Vail: Vail Town Council Chambers
Tuesday, September 27, 2005 at 8:30 a.m.
AGENDA:
Approval of the minutes of the meeting of August 23, 2005. (5 minutes)
Administrator Report: (15 minutes)
• FL.,-.:al R;;P.,.1: $1400 balance of unallocated funds.
• Tuesday, October 25: Regular CSE meeting at 8:30 will be followed at 9:30 by
the joint meeting between CSE, TOV Event Review Staff and Event F.....-oters.
• November 11: Would the CSE prefer to review applications and make decisions.
on funding applications in one long session? Mark Gordon is running for Town
Council, and if elected will not be able to I,.. Lcipate after November 15.
• Recap of Council.Decision fi.,... their meeting on September 2e resa.ding 2006
CSE funding
• Review status of the Tri.America Avon to Vail Triathlon
• Big Easy Event: Benefit for Katrina victims, Ford Amphitheatre, October 1
Final Reports: (15 minutes each)
• Gourmet on Gore: Highline Sports, Jeff Brausch
• Oktoberfest: Highline Sr.,. L,, Jeff Brausch
• Kick-it Soccer: Bryan Realph, Crestline Sports
• America Days: Laurie Asmussen, Eagle Valley Events
• Vail Arts F.w t'. 7al: Laurie Asmussen, Eagle Valley Events
Update on plans for Holidays in Vail: Laurie Asmussen (10 minutes)
Presentation of Survey Data: Joel Heath and Joe Blair, Untraditional Marketing
(30 minutes)
Strategic Plan: Review final draft for presentation to council October 4 or 18''.
(20 minutes)
Request for Funds: Matterhorn Neighborhood Halloween Par. ty/Donovan Pavilion:
Traci Gordon (10 minutes)
Discussion: How to approach balancing the event calendar. July Events or lack
th;-61.1? (10 minutes)
New Business: (5 minutes)
Adjourn: 11:30 a.m.
MINUTES:
Town of Vail: Commission on Special Events Meeting
Town of Vail: Vail Town Council Chambers
Tuesday, August 23, 2005 at 8:30 a.m.
CSE Members Present Richard tenBraak Ian Anderson Mark Gordon Stephen Connolly and
Chairman Dave Chapin CSE Members Absent: Steve Rosenthal and Todd Gerhke
Others Present: Joel Heath, Joe Blair, Amy Phillips, Pam Brandmeyer, Laurie Asmussen and
Sybill Navas
Chairman Dave Chapin called the meeting to order at 8:40 am.
Motion to approve the minutes of the meeting of July 26, 2005, as presented.
M/S/P: Richard tenBraak/Mark G - don/Unanimous
Admini, - -,,tor Report
• Sybill reported that the CSE's F.-,?:,.."On to the Town Council for 2006 fiords has been
postponed to the Council's work session on Tuesday, September 6. Sybill updated the
CSE members on the comments made by Council at their meeting on August 16. Pam
%,. "d that the Council was confused by the duplicate request b.. - the TEVA Mountain
Games. She stated that it has historically been the policy that as events have grown larger
and established themselves as "icon" events, they •have been funded directly by the
council. CSE members reaffirmed their conviction that the CSE should maintain
ON Q&a.ght of all events, and were not in Rill ae L .-ent that the TEVA Games had indeed
reached "icon" ,Ltas. Joel Heath explained that he submitted his 1,.?,t osal to the council
as a "matter of principal, not content" and while acknowledging the CSE as the experts
on special event matters, he felt it was important to confront the question of whether the
CSE is a "seeding" or a "funding" entity. CSE members agreed to clarify the issue in the
updated Strategic Plan.
• In light of the fact that November 8 is election day and Mark Gordon is a candidate for
Town Council, the CSE agreed to review all of the 2006 funding applications on Friday,
November 11, in the Vail Town Council Chambers.
• Untraditional Marketing informed Sybill that intercept surveys have been taken at the
following events: American Ski Classic, Vail Film Festival, TEVA Mountain Games,
Spring Back to Vail, The Graze at Vail, Kick-It 3v3 Soccer Tournament and the Vail
Lacrosse Shootout. The Vail Arts Festival will be the final event surveyed.
• The RFP for 2006 CSE Funds is available on line and all previous applicants will be
notified by e-mail. A y.o?s release has LQQ,. sent to the Vail Daily.
Final Reports:
Teva Mountain Games: Joel Heath distributed stakeholder summaries of the event and
stated that the saes that have been recognized as the "Crown Jewel of Outdoor
Ads ;;.tare," will be shifting to become the "Olympics of Adventure Sports," an event the
CSE/sn Minutes: August 23, 2005 Page ( of 3
t
world will recognize as the place to become the top in your field. In 2006 they intend to
expand the TEVA Games internationally into EL.. r e or Asia.
Some of the highlights of the event included:
o Everest Awards
o Climbing: the TEVA games have changed the whole....adigm of the sport
o Trail Running: National Championship
o Go-Lite Ach;...tire Village with the kids kayak pool, climbing and bike course
o Volkswagen partnership with the Humane Society, underwriting dog adoptions
o Significant media exposure: with a value exceeding Vail's entire summer
marketing campaign.
o June sales tax: Up 13%, in.,.;,.ental spending in the TOV of $2.5 million
Minor difficulties were driven by r of snow on Saturday which caused the cancellation
of only one event, the Colorado Mountain Bike Ch"_-,,Yonships due to VRI"S con..,...
about the dangerous mix of snow, speed and erosion. The snow, which kept the locals at
home on Saturday, is also blamed for the lackluster attendance compared to last year and
the limited attendance at the outdoor concerts. Additionally, the use of Dobson Arena for
the Mountain Ball was not as successful as hoped, and it will be moved into a more
f„....al and intimate setting next year.
In summary, Joel stated that they will reallocate their funding to focus on athletes and
awards and less on entertainment, which is more weather sensitive.
CSE members questioned the impact of construction, and Joel assured them that the TOV
had done a great job of getting the venue in shape for the event. He Q; ir.:.ssed some
concern about mountain access next year when the Front Door project will be underway.
The Graze at Vail: Stating that he was moving from highlights to lowlights, Joel gave a
PowerPoint pres:..I,.don of this 1' year event. He explained that 45 days prior to the
event, they were informed that insurance would not be available for the Big Wheel race.
Although sheep running is big in there was national int.,...,t in the Big Wheel
racing format and they lost 100% of their sponsors and 50% of their funding. Evenso
they did not come back to the CSE for more money, but did come back for,,..; gal for
the new concept. While the running of the sheep raised over $1000 for local charities, the
"Heavy Grazing" ..v red to be a bit "light." 10 restaurants committed to participate, only
6 showed up. Restau.«ut incentives included a cash prize and the ability to sell "beyond"
the $1 s, ...rle price. Joel stated that they had hired staff fi.... the Lodge Concierge desk
to recruit restau.,..6 with little success and that Untraditional Marketing will not design
another event d- , ;...dant on local restai..,-A participation again. He also that
Untraditional Marketing will not be back for funding for this event unless insurance can
be acquired for the Big Wheel Race.
Stephen Connolly stated that he did not believe the "leap of faith" that the CSE took in
embracing the new event and ttvsting Untraditional Marketing based on their excellent
track record was a mistake, and that he ..;...ains confident in Untraditional Marketing's
ability to produce quality events. Joel asked, "When the funding falls out, is it better to
cancel?" Responding to an affirmative reply CSE members, he added that
producing any event ,..L dls risk and it depends on the potential for the firiure. Ian
Anderson added that it was not a total failure- the folks that were there enjoyed
themselves.
CSE/sn Minutes: August 23, 2005 Page 2 of 3
`P
Strategic Plan: Review Draft: Discussion was tabled until the &. ;; ber meeting.
New Business-. CSE' members agreed that Stephen Connolly would be the point person at the
S;,k ::..ber 6 V.,, .;,_t4don to council.
Mark Gordon reported that he had attended the VailArts Festival; and it appeared that the new
venue along the south side of the Lionshead Parking Stricture was successful as the event was
"packed."
Mark also suggested that the CSE might consider an application for fiords to support the
Matterhorn neighborhood' Halloween.party, since the Trick-or-Treat Trot has L ,,::u cancelled and
there .:...gains only $1400 in the LSE's 2005 budget.
Ian Anderson commented on the complete lack of marketing for the outdoor film showings in
July and stated the importance of having a solid understanding of the marketing plan that will be
in place for events that are funded by the CSE.
CSE members arr. „ved Sybill's request to find another person to take minutes at the meetings
next year; but cautioned that care be taken to find someone who understands the nuances of the
conv;,.a&t;ons and is able to determine which comments -are >critical to understanding the
underlying issues.
Motion to Adjourn at 10:50 a.m.
MIS/P: Stephen Connolly, Mark Gordon, Unanimous .
Minutes taken. and submitted by
Sybill Navas
August 23, 2005
Approved by;
Chairman, Commission on Special Events
Date:
Next Meeting: Tuesday, September 27,2005 at 8:30 am.
CSE/sn Minutes: August 23, 2005 Page 3 of 3
Minutes of the CSE meeting of. August_239 200,5
X11 be
di stributed prior to the meeting.
Thank you for. your patience.
CSE/sn 2005 Allocations and Payment Records 9/22/2005
Town of Vail Commission on Special Events: 2005 Funding Requests and Allocations
Funds Available: $590,000
Rollover from Previous Year., $0
Contribution to America Days from Ea$le County $6,000
Total Funds Available: I $596,000 $0
Event: 2005 Dates: 2005 Funds Contract Status:
Awarded:
Oktoberfest/Hiphline Sports Sep 9-11 & 16-18 $65,000 Complete
>Teva Mountain Dames Jun 1-5 $65,000 Complete
>Vail Film Festival Mar 31- Apr 3 $60,000 Complete
America Days` (1/1/CTB in '03) 4-Jul $56,000 Complete
Summer Street Entertainment Jun 24-Sep 4 $60,000 as of 9/16
>Spring Back to Vail I Apr 4-16 $40,000 Complete
Holidays in Vail* (VVCTB In 103) Nov 25-Dec 18 $25,000
>Mck-it 3v3 Soccer Tour Aug 6-7 $26,000 Complete
Gourmet on Gore 3-Sep $25,000 Complete
>American Ski Classic Mar 16-20 $20,000 Complete
>The Graze at Vail 25-Jun $20,000 Complete
The Session Jan 12-16 $18,000 Complete
Mardi Gres Vail Feb 6-8 $15,000 Complete
>Vail Arts Festival . Aug 19-21 $15,000 Complete
>Lacrosse Shootout Jun 24-Jul 3 $8,000 as of 4/29
Vail Film Festival: Summer Films July 18 and 25 $7,600 as of 6/3
of the Mountain Volleyball Jun 16-19 $7,500 need budget
Vail Jazz Festival Jui i-5ep b $8,500 as of 3/25
"Y06" New Year's Eve for Youth 31-Dec cancelled xxx ($5000)
Taste of Vail Apr 6-9 $5,000 Complete
*TrI America Avon to Vail Triathlon Sep 34 $3,000 as of 7/26
Family Spring Carnival I I-Mar cancelled xxx ($1500)
*Western Regional Softball Jul 23-24 cancelled per VRD 6/15
Vail High Alt.Tralninq Camp June 1-5 cancelled refund rcvd 4/20
VRD: Lionshead Easter Egg Hunt 27-Mar $1,000 Complete
Subtotal: Event Funds $639,600
Administrative Contracts:
Administrative +Expenses I $35,000 thru August 31
Reseerch/Event Evaluation $20,000
Subtotal. Admin. Contracts $55,0001
TOTAL: $594,600
CSE FUNDS REMAINING: $1,400
*These events are the result of the Event Recruitment Program
>These events are designated for Intercept surveys
$01 $0 $0
Funds Paid Out $$$
$21,6671 $43,333
$21,667 $21,667 $21,6661
$20,000 $20,000 $20,000
$16,667 $22,667 $16,666
$16,666 $16,666 $16,666
$13,334 $13,333 $13,3331
$8,334 $8,333 $8,333
$8,334 $16,666
$20,000
$6,667 $13,333
$18,000
$7,500 $7,500
$5,000 $10,000
$8,000
$7,600
$2,500 $2,600 $2,500
$8,500
$5,000
$3,000
$1,400 -$1,400
$590,000
$6,000
$596,000
Total Funds
Paid Out
$65,000
$65,000
$60,000
$56,000
$50,000
$40,000
$0
$26,000
$25,000
$20,000
$20,000
$18,000
$15,000
$15,000
$8,000
$7,600
$7,500
$8,500
$0
$5,000
$3,000
$0
$0
$0
$1,000
$514,600
$23,358
$0
$23,358
$537,958
$590,000
$6,0001
$596,000
Amount Still
Owed:
$0
$0
$0
$0
$0
$0
$26,000
$0
$0
$0
$0
$0
$0
$0
$0
$0
$01
$01
$0
$01
$0'1
$01
$0
$0
$0
$25,000
$11,642
$20,000
$31,6421
$56,642.1
I
I•
1 ,
Town of Vail:
commission on, Special, Events
Strategic Plan 2006c=2009
The mission of the Vail Commission on Special Events (CSE) is to
support street entertainment and special events for vitality, year-
round fun, sense of community and increased quality of
experience for guests and residents.
Executive Summary:
Vail is on the cusD of a billion dollar renewal and special events will Dlav an
ever more important role as the town strives to maintain its reputation as
the "world's oremier mountain resort community." During the redevelopment
and construction phase. special events are Dlavina an important role in
keeoina auests entertained by mitiaatina the impacts of the dust. noise and
inconveniences of buildina activities, as well as contributina to the economic
vitality of the lousiness community in a time of stress. When the renewal is
comolete. Vail will be better eoulooed than ever to showcase both
international and community events in a truiv world class settina.
Recoanizino that soecial events contribute sionificantiv to the economic
vitality of the community. as well as to a positive auest experience. the CSE
has formulated this strateav to develop a vear round calendar of high duality
events aDDealina to a diverse ranae of interests. Success deoends upon
diSClDlined attention to business basics: strona strateoic olannina. objective
decision-makina. suooort and Darticioation of the local business community.
and cooperation with the Vail Local Marketina District IVLMD.I
The Commission on Special Events (CSE) strategy assumes several givens:
1. Special events contribute to visitor satisfaction, sense of community
and increased spending.
2. Cooperation with the Vail Local Marketing District will eliminate
duplication of effort: the VLMD attracts visitors to Vail and the CSE
entices them to return.
3. Events that receive suooort from the CSE must be of a oualitv
commensurate with Vail's imaae as a world class resort.
4. A single point of contact is required to support special event
producers.
S. The use of measurable criteria in event selection, funding and
evaluation is critical to ensuring progress. (Attachment C)
These suppositions lead to the following priorities:
1. To ensure that visitors leave Vail with the intention to "definitely
return".
2. To attract new and support existing events that have a large number
of participants who will return year after year.
3. To be an advocate for selected icon events that are attracted and
funded by others.
4. To SUDDort a diverse Dortfolio of events that contribute to a stronq
sense of community and imDrove the auality of life for residents and
auests.
WORKING DRAFT: Va# CSE Strategic Plan-2006-2010 UPDATED 9/21/2005 Page 2 of 13
Tactically, this means:
1. Attracting and funding only those events that support this strategy.
2. Securing a single point of contact for event producers.
3. Establishing clear coordination channels with the VLMD.
Progress will be evaluated by continually addressing these basic questions:
1. Did every event investment increase Vail's economic performance?
2. Are event investments being fully leveraged to increase sales and
marketing reach?
3. Are we consistently achieving more impact with public resources?
4. Do these events contribute to a strong sense of community and high
quality of life?
Vail has been a leader in the resort industrv. and the communitv is
antidoatina an even more oromisina future with the completion of the billion
dollar renewal. A strong portfolio of events alreadv exists. and it will be the
iob of the CSE over the next few years to weed out events not Derformino as
expected while continuina to encouraae the develooment of new events that
are commensurate with the world class imaae of Vail.
WORKING DRAFT: var7 CSE Strategic Plan-2ooe-mo UPDATED 9/2moos Page 3 of 13
Introduction:
Named the #1 Ski Resort in North America by Ski Maaazine readers 6 vears
out of the last 10. Vail has Iona been recoanized as a leadina tourism
destination and soeclal events have Dlaved an important role in its
reputation as a world class resort. Throuahout its brief history Vail has
olaved host to a number of orestiaious international events. including the
World Aloine Ski Chamoionshios in 1989 and aaain in 1999. twice to the
World Mountain Bike Chamolonshios. and annual World Cuo ski racing. The
summer music and dance festivals each receive international recoanition and
have contributed slanificantIv to the development of a successful summer
economv in Vail. A special event freauentiv is a visitor's first introduction to
Vail and often attracts auests who might not have come otherwise.
True to Vail's visionary spirit, efforts are now addressing Vail's most
important marketing priorities. The Vail Local Marketing District (VLMD) has
directed significant resources at repositioning the Vail Brand; extensive
consumer research has helped refine the target consumer; key markets
have been determined and new messaging has been' established.
In 2002, the Vail Town Council approved legislation that created the
Commission on Special Events (CSE) in its current form. This ordinance
reorganized the existing CSE and set several broad objectives:
1. Stimulating the local economy
a. increase lodging and sales tax collections
b. increase number of visitors
c. insure that visitors have a high rate of intent to return
2. Create a sense of community in Vail and increase the quality of
experience for both guests and residents
3. To establish a single point of contact for events administration
4. To provide street entertainment and special events that reflect the
high quality image of Vail and contribute to vitality, economic viability
and fun throughout the year
Presently, the CSE manages a budget of approximately $600,000 per year,
with funds allocated annually by the Vail Town Council. (Attachment A: 2006
Working Budget.) It Is an objective of the CSE to demonstrate to Council
that special events are a revenue provider for the Town, not an expense,
and that events can deliver substantial sales and lodging tax revenues while
at the same time making Vail a more exciting place to live and visit.
WORKING DRAFT: Vail csE Strategic Pian-2oo&2wo uPDA TED 9/21/2005 Page 4 of 13
Strategic Fundamentals:
The ME wilt:
1. Provide a balanced. vear round calendar of events aooealina to
residents and auests of diverse interests.
2. Focus on a bb ategy designed to entice current visitors to return to Vail
3. Attract new visitors by dedicating resources to recruit participant
events
4. Follow objective event selection, funding and evaluation criteria
5. Ensure that event investments are closely coordinated with broader
marketing objectives identified by the VLMD.
6. Communicate with the local business community to insure that the
events funded by the CSE have a positive impact on the local
economy.
Role of the Vail Local Marketina District: (VLMD):
The VLMD will play a key role in event marketing by placing heavy emphasis
on this area in its new plans for Vail's Summer Brand. In this effort, the
VMLD will:
1. Determine key brand elements: target consumer demographics,
primary and secondary markets, messaging, etc. thus providing input
to the CSE on event strategy, selection and evaluation
2. Coordinate communication and planning timelines with the CSE so that
event investments are fully leveraged
3. Budget appropriate resources to take advantage of ancillary marketing
opportunities brought about by Vail's special events poi Lfulio
Event Production and Risk:
The C.SE will seek indeoendent event oraanizers to oroduce events in Vail.
The public sector is far less efficient at oroducina special events than orivate
and non-profit entities. In addition. municioal staff and budget constraints
make it unaooealina to risk financial resources on items such as ticket and
merchandise sales.
WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 UPDATED 9121/2005 Page 5 of 13
Event Categories:
SDecial Events come in many sizes and shapes, each with different attributes
and benefits and aDDealina to a diversity of interests. The CSE uses a
common vocabulary to hell) identify the various characteristics of each tvDe
and how they will contribute to Vail's coals.
For this purpose, the CSE has developed a three-tiered approach, as shown
in the table below. Greater, detail can be found in Attachment B: Event
Categories.
Icon Those "mega" events, occurring Advocacy and
LA,,_quently and requiring extensive sponsorship
community and volunteer
involvement
Participant Events characterized by a large Sponsorship,
participant base recruitment, facilitation
and site improvement
Ambient Locally-produced events designed to Development and
enhance the experience of guests support
and residents, increase visitor intent
to return and provide an atmosphere
of vitality and fun in the streets.
Event Comparison:
While these categories lend structure to the choices-that exist, tools are still
needed to compare events on an "apples to apples" basis. While final CSE
decisions will be made using both subjective and objective models,
significant attention will be given to gathering as much quantifiable data as
possible. The CSE has committed annually to fund independent intercept
surveys at maior events. Additionally. in an effort to maintain obiectivity in
the allocation of funds. a numerical rankina and has been developed.
(Attachment C - SDecia! Event Rankina Grid) Events that oualifv for CSE
fundina are ultimately selected by what they can contribute to the
community and how they fit into a calendar of events aooealina to a
diversity of interests and Drovidina a balance of activity and economic
vitality throuahout the year.
WORKING DRAFT: Vail CSE Strategic Plan-2oo&2o1 o UPDATED 912112oo5 Page 6 of 13
Event Ar.ouisition apd Develooment:
One of the CSE's too strateaic_ oriorities is to entice visitors to return to Vail.
Therefore. the CSE will ensure that ambient events are held when the
maximum number of visitors is here to eniov them: durina the summer that
time period runs from the end of June to the middle of September. Since
the time period between the end of June and the middle of Auaust already
hosts the BRAVO! Vail Vallev Music Festival and the Vail International Dance
Festival. both icon events that plav a maior role in enticina visitors to return,
the CSE will focus on orovidina ambient events from the middle of Auaust to
the middle of September, and in the early summer weeks orior to the 4t'
Julv. Concurrentiv, in the interest of stimulatina the slower economic time
frames. the CSE will recruit and aive preference to participant events that
would occur in June, mid-to-late Auaust. or September.
icon o Aavocate and sponsor Whenever the
selected events attracted oooortunity arises. 24-48 months
and funded by others
Participant o Support existing Off season and shoulder
successful events and seek seasons times when 6-24 months
out new events which are additional visitors will
compatible with the CSE's orovide economic
criteria. _ imul s
Ambient o Annual RFPs to local event When the areatest
producers number of visitors is <12 months
here to enioy them
Critical success measurements:
In keeping with the public trust, and economic realities, every event .
Investment will be held to a high level of accountability. In coordination with
the VLMD and appropriate research vendors, tools will be developed to
regularly measure the following criteria:
Economic indicators
o Sales tax collections
o Lodging tax collections
o Occupancy rates
o Direct event spending
o Tangible marketing benefits
WORKING DRAFT: Vail CSE Strategic Plan-2oo&2o1o uPDATED 9/2il2oo5 Page 7of 13
The CSE will pursue a soecific acquisition strateav for each event cateaorv,
as outlined below:
Research Measurements
o Guest intent to return
o Awareness of Vail as an events destination
Other values
o Consumer (m i) name acquisition and follow-through
o Group sales leads
Staffinq. Facilitation and Evaluation:
These efforts cannot be conducted by Commission members alone,
especially given their focus on zl, ategy, volunteer status and base of
expertise. Every significant event destination allocates resources to the
administration, ongoing support and recruiting of special events. The Town
of Vail should do the same.
Research indicates that Special Events generate additional sales tax
revenues in the Town of Vail. Some of these increased revenues should be
used to help underwrite the costs of administration, research and evaluation,
and recruitment. Today, these additional revenues are not available. The
present budget (Attachment A) assumes the following:
1. Contracting for CSE administrative support and a single point of
contact for events administration
2. Surveying major events to enable an "apples to apples" comparison
between the poi Uviio of funded events and a measurement of whether
the event is meeting the desired criteria and goals set by the CSE
Deoendencies:
The CSE is an agency of the TOV and it therefore relies on the Town for
support in many areas. Examples of support that the CSE will look to the
Town to provide are:
1. Policy Direction from the Vail Town Council
2. Consistent Special Events Funding
3. Proactive Development of Appropriate Special Event Venues
4. Town of Vail Staff support for Special Events as required
5. Legal Support and Assistance with Contract Negotiations
6. Liability Insurance
7. Office Space, Reproduction and Supplies, Phone, E-mail Services
The CSE is also dependent on the VLMD:
1. To bring visitors to Vail
2. To market the annual event program of the Town of Vail
3. To maintain an on-line calendar of events
4. To establish a single lodging contact for events
WORKING DRAFT: vaii CSE Strategic Pian-2ow-2wo UPDATED 9/21/2005 Page 8 of 13
On Goina Commitments and Goals:
The CSE is committed to the following onaoina efforts:
Develoo a balanced vear round calendar of hiah auality events which
aDDeals to the diverse interests of Vail's auests and residents,
? Encourage a culture within the Town of Vail that welcomes special,
events and provides a "can do" attitude of cooperation between Town,
of Vail Departments and Event Promoters
Maintain a "sinale Doint of contact" for Special events,
? Establish reaular status reports and Dolicv discussions between the.
CSE and the Vail Town Council,
Advocate for the develooment and improvement of venues and,
facilities for Soecial Events within the Town of Vail
? tmorpve coordination and communication between the Town of Vail's,
Event Review Committee (ERC) and the CSE
Contract for independent surveys at kev events for the ourpose of an,
"apDles to aDoles" comDarison and acauirina quantifiable data to
determine a reliable return on investment fiaure.
Attract and suDDort DarticiDant events for visitors and locals,
Develoo communitv events into significant ambient events that will
enhance the exDerience of Vail's auests and residents, as well as
become effective marketina tools. ExamDles include Vail America Davs,
Holidavs in Vail, the annual Rotary Duck Race. Trick-or-Treat Trott
I_ionshead Easter Eaa Hunt, etc.
Establish biannual meetinas with the VLMD and continue to work,
cooDeratively to align the special event and marketing Droarams
Encouraae oroducers of special events to Drovide free street
entertainment e.a. clowns from circus, musicians from BRAVO, and
artists from the Vail Arts Festival
Actively solicit entreoreneurial street entertainment
Additionally, the CSE will actively Dursue the followina goals:
Develoo a refined Droaram for the allocation of in-kind services to,
suDDort Soecial Events
? Create a "Soecial Event Handbook:" A first quality Dublication and
website which will serve as marketina tool for the Town as well as an,
informational auide for persons interested in oroducina a Soecial Event
in Vail. Included will be information on venues, contacts. Town of Vail
reaulations and reauirements, as well as the Soecial Event aDDlication,
forms
WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 UPDATED 912112005 Page 9 of 13
Facilitate meraina the various community and event calendars into a,
sinale online calendar of events which can provide information to
prospective visitors. event oromoters. concieraes. locals and auests.
and which can be undated by individual oraani - zers
Provide visitor contact data to the VLMD for future direct marketina.
SUMMARY:
The strategy of the Vail Commission on Special
Events is designed to promote a strong sense of
community and high quality of life for guests and
residents of diverse interests, to entice visitors to
return and to increase the length of their visits, and
to increase sales and lodging tax revenues in the
Town of Vail by providing an annual calendar of
Special Events appropriate to Vail's world-class
image.
Adopted October 25, 2006: By the Vail Commission on Special Events
Commission Members:
Dave Chapin, Chairman
Richard tenBraak, Vice-Chairman
Ian Anderson
Stephen Connolly
Todd Gehrke
Mark Gordon
Steve Rosenthal
WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 UPDATED 9/21/2005 Page 10 of 13
A i i ACHMENT A: 2006 CSE WORKING BUDGET
2006
PROPOSED
2006 Special Events Funding
• Direct event funding to be allocated during the $475,000
CSE's annual RFP review process in October. The
CSE will seek to allocate funds between
participatory and ambient events in an
approximate 50/50 ratio.
• America Days*: see note below $50,000
• Holidays in Vail*: see note below $25,000
• A new event to fill the calendar hole" in late $50,000
August. The CSE will issue an RFP stating that seed
funding is available for an event that meets the
designated criteria and that would be scheduled
during the later part of August:
• Partnership w/Vail Rotary to purchase ducks for $7,500
the annual Duck Race, enabling the Rotary Club in
cooperation with the CSE, to dictate whej, the
event will take plaice: (one-time expenditure)
• Community Events such as Easter Egg Hunt, Trick $10,000
or Treat Trot, etc.
Subtotal: Direct Event Funding: $617,500
2005
ACTUAL
$464,000
$50,000
$25,000
0
0
$1000
$540,000
• "Debit Card" for Town of Vail Services to be $25,000 0
allocated at time of permit review:
• Event Evaluation and Research: :20,000 $20,000
Admin6L ,lion and Permitting, plus TOV Parking $36,000 $35,000
Pass:
Subtotal: Admini.,L c.Uve Contracts: $56,000 $55,000
TOTAL CSE FUNDS: $698,500 $590,000
* Because these two events are non-dis...r,,;onary and the CSE is iw v to contract with an
event promoter to insure that they occur, the CSE recommends that they be L%,&[,.d independently
A .... the general funding allocation procedure.
WORKING DRAFT: Vail ME Strategic Plan-2006-2010 UPDATED 912112005 Page 11 of 13
Attachment B- Event Categories
Icon (Y: I+u ,l.J, that
Icon events are national / international is scope
performers. They , :i . w, L 2 the top level of pe
widespread brand :..,, ; ", in the form of telev'}?i
boundaries) and possess an extended marketing
them, significant C, : 4 J,, 6 -ding, and genera spec
They are secured through t&.6"Lld identiilCa ' and
Vii' sought-after)
are likely to contain p. Y - wwJ , i- al or Olympic-level
ce or competition in their 6.,.,4,*ary and generate
a, d public awaren,.,, (often ,r JaY.IIg international
PR huL Icon events bring a large participant base with
tator umbers that measurably impact Vail's economy.
nego lion and require a significant inv. w,, . , ,ent from the
Icon events also require L. Ave ia;GIW rom the host co unity, often in the form of seven-figure cash
contributions, a dediccomod
it I ff and L, Y , 6 : volunteer core.
Icon t: t„ possess a secure financiasponsor base d have a proven profit outcome. But, they
also require the host community to ficant site fees, and one significant financial risk, with the
opportunity of return through local haring, (od, ' . , pale ticketing, concessions, merchandise,
etc.)
Examples: World Alpine Ski CNimpionships, New Orleans Jazz F:J1,?. J1, New York Philharmonic, Super
Bowl, lty?k Cup, US Open, World Cup, a, X-Games, PGA TOUR
Participant (ev is that actively look for had site, but tore r.Y. 2ment)
Participant events run the gam t from season-ending championships in or sports to stops within a large
tour or series to regional ame events and conferences. They are probab owned l a national governing
body, town or producer. ey are primarily identified by the size of the base they bring with
them. Their primary benei meaJY 3 by participant spending and h. Y ration is given to length of
stay and time of year. Th events area. looking for host sites and to in numerous industry
"site brokerages" Vail can only recruit these through an o' outreach program.
Secondary consiGab o is Y ,. to their marketing value to the general consumer they may very well
have high appeal egory audiences. Sometimes they w? be televised (Mro national to regional) but
they have limited to attract a large spectator base. on their own: Given VaWs n e, however, they may
attract Snffi to reach high leveL4 Of.ocxnpancy. Part"Vant ?' Y Y.', t ,m er mod .. J E FIT
marketing oppo tbrongh association membership, web*e linkages, exposure other events in the
tour or s,w w, etc.
These events a :rhmnclally a y probably having one or two major sponsors, but will uire a host-site
inv w :...ent (as s $20,000 and as high as $200,M), often as a combination f cash and kind support.
Thep ortunity for ' ing inv w < <.eut capital will come from lodging pac sales and
locaureewnal sponsorships,
TEVA Outdoor Games, Wahl Mtn. Bile Championships, NG13 National Champ?nshfpi4 US
Youth Soccer Regionals, USTA Fed CupM" Cap, US Cross Country
Champ nships,
Professional Cycling Tour, American Sid Classic, 3on3 Soccer, Lacrosse Shoo at
Ambient (events to improve visitor satisfaction and in .. ; H, J.: spending) .
events are designed to enhance the experience of existing guests and to ins gnat intent return.
currently constitute the majority of the events that occur in Vail. Their primary, benefit Is vis or
spen in the Vail business district. They are acquired through as annual RFP p, 4 W :,a and are to be
locally produced:
These events generally could not get started without public funding.
Examples: Vail America Days, Vail Arts Festival, Oktoberfest, Street E. 616; , ,; Jumeot, Holidays in Vail
WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 UPDATED gala005 Page 12 of 13
ATTACHMENT C: CRITERIA FOR ALLOCATION OF CSE FUNDS
EVENT NAME:
PROPOSED DATES:
TYPE OF EVENT: (check as aDDroDriate) Ambient ParticiDant
New Event Existing Event , if yes, # of years
Benefit local restax..,,..ts
In.,a:,ase room nights
Stimulate retail sales
Improve the sense of community
F 11. -:,,ote Visitor I. L.L to Return
Timing
Demographic Fit
Growth Potential .
Leveraging Value: Potential for Sponsorships
and Media Exposure
Producer Qualifications
TOTAL SCORE:
Explanations:
Timing: Match.,,L.Legic time slot(s) for this type of event
Demographic Fit: Match profile of target visitor, in ali&..-.,ent with VLMD target:
0 35-64 Years of Age
o High level of education
o White Collar Manager/Owner/Professional
o Household income > $100K
Growth Potential: How big can it become? Will it be annual?
Leveraging Value: Potential to attract sponsorships and media expos,..:,, thereby in...,,.,zing the
impact of the CSE funds
Producer Qualifications: Do they have the ability to produce an event co.,.ratible with the
image of Vail as a "world class" resort?
WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 UPDATED 912112005 Page 13 of 13
Does the event have the potential to:
VAIL COMMISSION ON SPECIAL EVENTS
EVENT FUNDING APPLICATION
Please print or type all information.
? EVENT: t 0.IlOl<?eP In??O?k?ar
? TROPOSED DATE(S): C? c-F ,??r 31 Z v O S
? AMOUNT OF CASH FUNDING REQUESTED:
? PRODUCING ENTITY: f (0. Yn tlldkd Yu14??o05 I-tr ?F,k l 'r?vali2v
President or Executive Director's Name: ; rO-rail CIOl?dp/1
Name.and Title of Person Completing the Application:
Address:
Telephone:970 /j?idi-a7_99q CelI:qZo_/ 331-3970 FAX: g7d / Oi6T-22,75
WEBSITE.
E-Mail Address: -} rn Va t . ?nEJ?
Organization's tax status: For Profit Non-Profit* Not-for-Profit*
Non-Profit (501C-3), or Not-for-Profit (501C-6) organizations, please attach current
State Dep L gent of Reve up Certificate wi this application.
Tax payer ID# IV ?n 1 Lf
1Qel? l?• fA ?uv? o?c? ra u
o Does the Event benefit a charity? Yes No l-
o If yes, please name the beneficiary:
or?vd? s
.Mission Statement: Our rV A 5 S • o r, ? S -1v rv.ak e?. o yr vse % S1•`1P
6?44<4,P .e5 +h live. Sv?,J-< '1;1j& . &s rmr- kea_
' cummuo.lt? wL-Jvo i rv\akP 4;1.+, 4 X, hdSVf0or , fe.XZ&V- Ph/_enLc..1 0?+fOr4t,"l
Number of years your organization has been in business: C1
Brief Description of the Event:
A,,fiA t4 ,l G` O_Dor oxi rtiiAeA
s -' ?tian_d L, o. ?C) lur L Aihr\c
L r,
- I 1 o n .
Y- Gi0.VNjoS rx- \v-%AL2vi l2ck 1In L)SO C4.1d
_\? t?cj P s o r... Cc - q w, -?-
? Describe where event will be located within the Town of Vail:
?ri?-.rtv?n•.-V?, vo\ ian n,+- ),,C)ve,-v.l irk
? Will any portion of the event take place outside of the Town of Vail?
Yes X No If yes, please explain:
TOV/CSE : 5 - ., 2006 Application for Funds
0 Please describe briefly how you will use the funds that. you are requesting from the CSE:
?/?l??'i `iv n I on S Q IV) Z}-
ti r, S iTr ur+,5?4 sP .tr.? v1 d `z-f s
0 Will additional in-kind services be required from the Town of Vail? Yes No
If. yes, please explain, including a description of anticipated impacts on Town of Vail
services: i.e. bus service, parking, traffic control, street closures, 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.
?' ' Is this a: New event Existing event Number of years in existence
Location(s) of event in previous years:
L i-c-irS - c.--1- 'QOnO?dh?i.????, d ? ?_?Beaus I /0a1- 5
c-4 1? 0 PY` Q T C P 1`Q S CLR_t-. C P? 1
? Number of participants (athletes, artists, exhibitors, etc.) anticipated 1 C) C)
Number of volunteers needed ! Number of event staff _IA-
Total Number of spectators anticipated , IVIA
Local Ind % In-state (non-local) % ' Out of State 0/6
? If possible, would you intend to host the event in Vail beyond 2005? Yes /'No
If yes, for how many years beyond 2005? lP 55
? Do you anticipate requesting funding from the CSE next year? Yes No VIf yes, in what amount?
REQUIRED ATTACHMENTS (incomplete applications will not be considered):
? Detailed event budget, including all anticipated revenues and expenses.
? Marketing plan and detailed explanation of potential for sponsorships and media
exposure.
? Previous year's event evaluation, including income and expense statement (if
existing event).
? Past or projected demographics of event attendees and spending.
? Brief description of potential benefits'to the Town of Vail, including an estimated #
of incremental room nights and increased spending generated.
? What return on investment; should the Town of Vail expect?
? Organization rosters naming:
All officers and respective positions
¦ Board of Directors and positions
TOV/CSE - 6 - 2006 Application for Funds
The CSE appreciates the inclusion of any additional support materials, such as videotapes,
programs, news articles and other printed materials.
PLEASE SUBMIT 15 COPIES (at least one formatted so as to be easily copied, i.e.
unbound; 8 Yx 11 size) OF THE COMPLETED APPLICATION AND REQUIRED
ATTACHM ENTS TO:
Vail Commission on Special Events
C/o Sybill Navas
Town of Vail
75 S. Frontage Rd.
Vail, CO 81657
For information and questions call Sybill Navas at 970 376-2394:
EVENT NAME: 77U t?1????h leek Ad-cl
-PROPOSED DATES: (7_- f. 3 / t ?v OS
Funding in the amount of was approved by the CSE on (date)
Subject to the following conditions:
Signature: CSE Coordinator.
Signature: Applic
Unless otherwise specified in the contract, CSE funds will be distributed per the following '
formula:
¦ 1/3 of the amount upon the signing of a contract stipulating the terms of the CSE's
funding allocation.
¦ 1/3 of the amount upon verification of the placement of the first advertising.
¦. 1/3 of the amount upon the completion of the event.
TOV/CSE -7- 2006 Application for Funds
HALLOWEEN BLOCK PARTY
REQUIRED ATTACHEMENTS
The Matterhorn/Highland Meadows. Halloween Committee is a volunteer group. Our goal is to provide a
fun safe place for the members of our community to meet and celebrate Halloween together. The
committee is headed by Tracy Gordon, Chris Moffet, and Isabelle Wachs. Our, mission is to make our
neighborhoods better places in which.to live. We believe events such as our Halloween Block Party helps
to build a caring community where people can make friends find support and experience new opportunities.
We.are driven by the energy and commitment of neighbors who live or work in our local community.
Event Budget:
The Halloween Block Party is not for profit. It is organized, managed, and staffed by volunteers.
Generally our expenses are paid for in the form of donations. However, this year we have lost some larger
contributors. We are asking for funding from the Town of Vail for this.year's,party and all donations this
year can becarried over to our 2006 Halloween Block Party eliminating the need to request financial
assistance from for future parties.
$250 Donovan . Pavilion rental fee
$100 Publicity (flyers; posters)
$200 Props and decorations for the haunted house and party
$250 Prizes .. . _
$800 Total
Marketing Plan:.
A press release with details regarding'the Halloween Block Party will be sent out to our local media. The
Halloween Block Party also will be listed in the Vail Daily's calendar of events: We will be contacting our
neighbors via e-mail and flyers. Our party will be promoted via posters displayed in Vail businesses. Also,
as in past: years we expect to have our party covered by the Vail Daily.
Previous Year's Event Evaluation:
See "Event Budget", which is based on the expense of last year's party; with the exception of the adding a
haunted.house element to this year's party. We are requesting an additional $150 for this.
Demographics of Event Attendees and Spending:
Attendees are residents of Vail neighborhoods as well as some visitors.
This event is completely organized' and produced via volunteers. We do request donations; of which 100%
goes toward the following year's party.
Potential Benefits to the Town of Vail/Return on Investment:
The town would be supporting a popular event designed by the locals for the locals. This reinforces a sense
of community. At the same time, it is inclusive to visitors enhancing their Vail experience.
Organization:
The Matterhorn/Highland Meadows Halloween- Committee headed by Tracy Gordon, Chris Moffet, and
Isabelle Wachs.
Halloween Block Party completely produced by neighborhood volunteers.
'SOWN OF VAIN
qepolt
Inc.
2,005 sec -
l/I yl?5.
r
?V
e .
September 3, 2005 11 am-Tpm - vaiC Coforado
Featured lie taurants..
Blu's'Restaurant, Eat! Drink!, La Bottega, La Tour Restaurant,.Larkspur Restaurant,
Provisions Catering, Restaurant Kelly Liken, and Terra Bistro
Featured Wkes ..
Wein-Bauer Imports
Schlink Haus 2004 Reisling / 2001 Spadese
Markus Molitor 2000 Reisling
Nimmus 2001 TBA Premium
Jurschitsch 2004 Gruve / 2003 Gruner Veltliner
Weingartner 2003 Reisling
Wohlmuth 2003 Pinot Gris
Ochs Gruner Veltliner / Welschrieling
Van Dozer Vineyards
Van Duzer Vineyards 2003 Estate Pinot Noir / 2002 Dijon Block Pinot Noir .
' Stones Throw Vineyards
Stones Throw Vineyards 2004 Sauvignon Blanc / 2002 Napa Valley Cabernet
Grand Vin
' Penfolds 2004 Koonunga Hill Chardonnay
Penfolds 2003 Thomas Hyland Shiraz
Blackstone 2004 Sauvignon Blanc Monterrey County
Twin Fin Pinot Noir
Lindemans Bin 55 Shiraz Cabernet /' Bin 80 Carbernet Merlot
Lindemans Bin 70 Chardonnay Riesling
National Distributing Company
Barossa Valley Estate Chardonnay / Shiraz
Nobilo . Sauvignon Blanc / Chardonnay
' Greg Norman 2004 Chardonnay / 2003 Petite Sirah / 2004 Pinot Noir
Oasis Winery 2003 Chardonnay / 2002 Merlot / 2003 Pinot Noir
Robert Mondavi Prvt. 2003 Chardonnay % 200,4 Pinot Noir
Covey Run 2003 Sauvignon Blanc / 2002 Syrah
Redwood Creek
Redwood Creek Cabernet / Merl_ot
Pinnacle Distributing
Eschelon Pinot Noir / Chardonnay
Dynamite Mendotino. Chardonnay
.. Moon Mountain Sauvignon Blanc
r
Y??S
OIL : ?V
a
2005 Inaugural Event
Commission on Special Events Recap Report
EVENT OVERVIEW - STRENGTHS AND WEAKNESSES
The Inaugural Gourmet on Gore, Saturday, September 3, surprised even it biggest skeptics with ..
an impactful event right out of the gate. With Vail's best restaurants.in attendance, accompanied
by over 40 wines, Gourmet on Gore offered culinary delights to tempt, even the most discerning
appetites. From gourmet sliders at the Larkspur booth to tenderloin sandwiches at La Tour,
attendees were able to stroll and sample food and wine,in'an.operi-air atmosphere with no
admission charge. This unique format provided the perfect venue for an easy afternoon in Vail
Village.
For the vast majority of attendees, Vail merchants and the expo partners in attendance, the
inaugural event was an overwhelming success. Gourmet on Gore.has secured a foothold as a
marquee event during Labor Day Weekend which can be built upon for years to come.
The goals and objectives accomplished for Gourmet on Gore include...
• Attracting additional Vail Visitors from the regional and Front Range population and beyond
for Vail's" Labor Day Weekend.
•. Provide value-added activity for Vail Valley residents.
• . Promote incremental. Vail spending $$$ (Lodging, Food & Bev, Merchandise, Etc.)
Event Strengths:
Targeted marketing campaign pulled the "RIGHT" audience.
Strong and memorable collateral and advertising.
Very clean looking venue with all white tents and nice color palette for linens, etc.
Event format of...pay as you go vs. admission charge was welcoming.
Strong mix of restaurants and wineries.
Live jazz made for enjoyable background music.
Very strong staff made for one of the best first year events we have produced to date.
Event Weaknesses:
Need a larger marketing budget to drive additional awareness'in the Colorado Front-Range
market and beyond.
Need to revise expo practices in order to develop a revenue sharing model and fair placement of
partners.
Restaurants need to prepare more food for future events. Did not anticipate the demand! High=
class problem.
Security was a bit relaxed for our taste. It is hard to keep staff tuned in at such a mellow event.
Wine selection and quantities can be improved upon for future events.
All staff, including backline, need to be outfitted in uniforms.
2005 Inaugural Event
Commission on Special Events Icecap Report
FINAL BUDGET
? Detailed event budget, including all revenues and. expenses.
Revenues:
CSE Contribution $25,000
Sponsorship/ 5,250
Expo
Wine, Wine Glasses, Water- 8,612
Total Revenues 38,862
F
Expenses:
Event Site:
Vail Mt. -
TOV Permit ]44
140
Event Equipment & Rental Expenses:
Signage,,Decorations, Supplies, Uniforms, etc.. 5,700
Rental Items (dumpsters, tables, chairs, tents, porta 6,100
potties, etc.)
Bands, Stages, Sound 3.350
15,150
Manpower & Related Expenses:
Labor/Announcers 6,013
Town of Vail Police, Security 1,600
7,613
Public Relations/Marketing/Advertising:
Public Relations
Advertising/Marketing
Administrative:
Proposals/Insurance/Supplies/Phone/Postage
Management Fee
Sponsor Relations:
Lodging/Entertainment/Gifts/Transportation
Total Expenses:
Net Income
(Loss):
2,700
6.200
, 8,900
6,600
7.500
14,100
- i_11n
1,110
47,013
($8,151)
I MARKETING OVERVIEW
Driven by a limited budget, we ran a very targeted dampaign 'foi the inaugural Gourmet on Gore.
The majority of our advertising budget was spent in,'the Colorado front-range focusing on radio
and Westword. Besides the front-range, we received strong support in the mountains from the
Vail Daily, KZYR-and KVBA TV8. In addition to the advertising, we distributed collateral
materials throughout Eagle and Summit counties. A stand-alone website (gourmetongore.com)
and thousands of emails pushed the event via.new media. Finally, in terms of PR,'press releases
' were sent out to numerous publications and media outlets throughout Colorado and the U.S.
i
t
1
t .
1
1
1 - .
SURVEY RESULTS
An intercept survev was Mt conducted at tjie 2005 rnurmet on Gore,
• Attendance numbers: We estimate that during. the course of the event, 6,000-8,000 attendees
move through the event:
• Demographic and visitor information profiles: Although profiles were not gathered by survey,
via observation and interviews it was apparent that the Gourmet on Gore audience was older and
typical of the much sought after high-end, high-consuming Vail audience. The event was built to
capture a wide range of customers to include young singles (21+) as well as couples and families.
1 We anticipate the Average age was 45 with 11111 at $100,000++.
• Estimated Incremental Room Nights and Revenue Generated by ,Gourmet on Gore...
Asa pessimistic estimate, the 2005 Vail Food & Wine Festival booked aPProxunatelY3 000
incremental room nights and an infusion of $1,134,000 into the Town of Vail. The calculation
' was performed as follows:
Incremental Room' Nights
t Estimated attendance: 6,000
Those staying in' Town of Vail lodging: 25%
Average nights stay in Vail: 2
Total Incremental Room Nights: 3,000
Incremental Spending
Estimated attendance per day: 6,000
Average amount spent, per day: $93
Event days: 1
r Subtotal spent on F&B; shopping & activities: $558,000
Average lodging price per person per night: $99
i Incremental room nights: 3,000
Subtotal spent on lodging: $297,000
Number of days in Vail not for event: 1.0
Number of people staying addtl. days: 3,000
Average amount spent per day: $93
Subtotal spent on non-event days: $279,00.0.
Total Incremental Spending: $1,134,000
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2005 Town of Vail Return on InveAmient
Town of Vail Investment
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based.
on the projected PR and marketing for this event and estimates from
this event last year and other similar events.
Return on Investment through Media, PR and
Event Related Impressions, alone:
Est. In,,.Q...ental Room Nights Generated
Incremental Spending Generated
Tax Receipts (4.5%, Lodging=7.4%)
Return on Investment through, Incremental Spending
in the Town of Vail:
$25,000
$30,000
20%
3,000
$1,134,000
$59,643
139%
i
i
POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND
MEDIA EXPOSURE
Gourmet on Gore has tremendous potential for garnering additional sponsorship and media .
coverage. It is our belief that man y sponsors sat on the sidelines in '05 to see how the event
would fair in year one. With the success, we are confident sponsorship will grow for 2006 and
beyond. We have the right venue, the right format and the ideal audience!
Besides sponsorship, in talking media exposure, we expect to secure a national magazine as a
media partner moving forward on a trade basis. This begins to give us national reach and drive
mass impressions for our marketing partners and the Town of Vail.
HOW DID. THE EVENT IMPACT VAIL'S "SENSE OF COMMUNITY"?
Gourmet on Gore certainly impacts Vail's'sense of community in a very,positive manner. The
event brings a broad audience together in a relaxed and comfortable atmosphere with the Town
of Vail and its many merchants: serving as the backdrop:.
Vail Daily News for Vail and Beaver Creek Colorado - Arts and Entertainment
01
Y
Tasty. success for Gourmet on Gore
Cassie Pence .
September 4, 2®®5
VAIL - Having a "Sideways" moment, Agnes and Darrel Wallace
sauntered about Gourmet on Gore Saturday sampling pinot noirs.
"I liked Echelon's pinot noir. It has a very California style, and
we're from California, so we liked it," Agnes said. "We're just
trying pint noirs so we can compare apples to apples."
The Orange County, Calif., couple were in Vail visiting their son
who is working on the Arrabelle development in Lionshead.
Arriving with full stomachs, the couple spent the afternoon
sipping on samples of vino poured throughout the open-air
culinary festival.
For a first-time, event, Gourmet on Gore was fairly successful,
packing the village full of people. An eclectic mix of music
entertained at either end of the village. The 17th Avenue Allstars
greeted festival-goers with its a cappella twists on pop favorites,
like Paul Simon's "If You'll Be My Body Guard," at the bridge on
Bridge Street. But food was the hottest ticket at Gourmet on Gore.
hopes of peaking interest. in their dinner menus.
Tortilla crusted
chicken breast with
chipotle corn cream
from Terra Bistro
available for tasting at
the Gourmet on Gore
food and wine tasting
Saturday in Vail
Village.
Dominique
Taylor/Vail Daily
09/17/2005 02:56 PM
Browse Vatt Daily Photos
Local chefs set up tents to serve signature items- in
Focusing on freshness, executive chef Kelly Liken, who owns restaurant Kelly. Liken in the Gateway Building in Vail,
served a ,colorful salad of summer beans and cherry tomatoes tossed with truffled champagne vinaigrette and shaved _
parrhigiano reggiano.
"It's late summer, in a couple more weeks we won't be able to offer this, so we wanted to showcase it," Liken said.
Joanne, a vegetarian, and Edmond Alvare found culilary-Jo.ve at La Bottega's tent in the Italian restaurant's pesto dish.
Joanne was in Vail for a wedding, but was also celebrating her own nuptials which happened 25 years ago in Vail.
"I'm trying not to have too much wine so I can have fun at the wedding," Joanne said.
Chris Deighan of Provisions Catering had a hard time keeping up with the demand for his vegetable egg rolls served
with a blood orange sauce. The shell was thick and crisp with a nice chewy texture, and it represented one of very few
strictly vegetarian items at the festival.
"The_ reason why they call it egg roll is because it's made with egg dough.' It's the same dough you use to make pasta,"
Deighan said.
http://vaildaity.com/apps/pbcs.dI[/article?AID=/20050904/AE/109040022&SearchlD=7322068797294&template=printart Page 1 of 2
Vail Daily News for Vail and Beaver Creek Colorado - Arts and Entertainment 09/17/2005 02:57 PM
Deighan's company caters small events, he said, but he spends most of his time working as a private chef around Eagle
County. One of the highlights of the festival was getting to interact with the chefs and the sommeliers pouring wine' It
turned the event into not only a place to eat lunch, but a learning experience too.
Arts and Entertainment Editor Cassie Pence can be reached at 949-0555, ext. 618, or Q2Mfe(&_vaildailv.c_oM.
Vail, Colorado
BACK
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t 970 476 6890
12 Vail Rd., Suite 500
Vail, Colorado 81657
,s,
Vail Commission on Special Events
2005 Event Recap Report
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Prepared by:
Highline Sports & Entertainment, Inc.
12 Vail Rd. Suite 500
Vail, CO 81657
(970) 476-6797
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Vail Commission on Special Events Recap Report
EVENT OVERVIEW -STRENGTHS AND WEAKNESSES
Vail Oktoberfest is a Traditional Oktoberfest Celebration - A Festival of Beer, Food, Music
and Fall. This year's event covered six days, two full weekends, in Lionshead and Vail Village.
The event was produced to:
• Attract additional Vail Visitors from in and out of Colorado.
• Entice visits from the regional and Front Range population.
• Provide added-value activityfor Vail Valley residents.
• Promote incremental Vail spending $$$ (Lodging, Food & Bev, Merchandise, Etc.)
Event Strengths:
•' Strong attendance with approximately 10,000-15,000 more than last year.
• Frontage Road was parked on Saturday and Sunday for Vail Village celebration.
Well mannered and festive audience.
• Music was well received (no rap).
• . Fun Run was well attended and raised close to $6,000 for. the Children's Garden of
Learning.
• Oktoberfest games went over well.
• Unbelievable weather.
Event Weaknesses:
• Need to revise expo practices, in order to develop an equitable model for merchants.
• Need entertainment at top of Bridge Street to drive traffic.
• Lionshead venue was challenging and tight.
• Sunday event hours too long.
• Music cut off too early each night.
VAIi
WEEKEND I
Friday, September 9 - East Lionshead Circle - 6:OOPM -10:00PM
6:00 PM Vail's 2005 Oktoberfest Opens to Public East LH Circle
Food & Beverage Service Begins East LH.Circle
Austrian Swiss Connection East LH Circle
7:00 PM Opening Ceremony / Official Keg Tapping East LH Circle .
10:00 PM Vendors Close, Festival Ends for the Day East LH Circle
Saturday, September 10 - East Lionshead Circle - 11:00AM - 10:OOPM
11:00 AM Vail's 2005 Oktoberfest Opens to Public East LH Circle
Food & Beverage Service Begins East LH Circle
Kidz Zone Opens - Tom Paxton East LH Circle
Austrian Swiss Duo East LH Circle
12:00 PM Traditional Dance Demonstrations East LH Circle
Rhinelander Band with Helmut Fricker East LH Circle
3:30 PM Austrian Swiss Duo
5:30 PM Bop Skizzum East LH Circle
1:30 PM Leer 43 East LH Circle
10:00 PM Vendors Close, Festival Ends for the Day East LH Circle
ADDITInIJALACTIVITIES THROUGHOUT THE DAY
Alpine Horn Demonstrations East LH Circle
Yodeling Demonstrations East LH Circle
Brat Eating Contest East LH Circle
Adult Keg Bowling East LH Circle
Display of Decorated Kegs East LH Circle
Sunday, September 11- East Lionshead Circle - 12:OOPM - 8:OOPM
9:00 AM Oktoberfest Fun Run (10K, 5K; 1K) Vail Village
12:00 PM Vail's 2005 Oktoberfest Opens to Public East LH Circle
Food & Beverage Service Begins East LH Circle
Kidz Zone Opens- Tom Paxton East LH Circle
Austrian Swiss Duo East LH Circle
Rhinelander Band with Helmut Fricker
Traditional Dance Demonstrations
3:30 PM Austrian Swiss Duo
6:00 PM Bluzilla
8:00 PM . Vendors Close, Festival Ends for the Weekend
ADDITIONAL ACTIVITIES. THROUGHOUT THE DAY
Alpine Horn Demonstrations
Yodeling Demonstrations
Brat Eating Contest
Adult Keg Bowling
Display.of Decorated Kegs
WEEKEND 2
Friday,.September 16 - Vail Village - 6:OOPM -10:00PM
6:00 PM Vail's 2005 Oktoberfest Opens to Public
Food & Beverage Service Begins
Austrian Swiss Connection
10:00 PM Vendors Close, Festival Ends for the Day
East LH Circle
East LH Circle
East LH Circle
East LH Circle
East LH Circle
East LH Circle
East LH.Circle
East LH Circle
East LH Circle
East LH Circle
Gore Creek Dr
Gore Creek Dr
Gore Creek Dr
Gore Creek Dr
Saturday, 'September 17 - Vail Village - 11:00AM - 10:OOPM
' 11:00 AM Vail's 2005 Oktoberfest Opens to Public
Food & Beverage- Service Begins
Kidz Zone Opens - Tom Paxton & Jim Jackson
Austr ian Swiss Duo
12:00 PM' Traditional Dance Demonstrations
Rhinelander Band with Helmut Fricker
3:30 PM Austrian Swiss Duo
'
5:30 PM Brethren Fast
7:30 PM Opie Gone Bad
10:00 PM Vendors Close, Festival Ends for the Day
ADDITION AL ACTIVITIES THROUGHOUT THE DAY
' Alpine Horn Demonstrations
Yodeling Demonstrations
Brat Eating Contest
Adult Keg Bowling
Display of Decorated Kegs
Sunday, September 18 - Vail Village - 12:OOPM - 8:OOPM
' 12:00 PM Vail's 2005 Oktoberfest Opens to. Public
Food & Beverage Service Begins
Vail Village
Vail Village
Children's Ftn
Vail Village
Vail Village
Vail Village
Vail Village
Vail Village
Vail Village
Vail Village
Vail Village
Vail Village.
Vail Village
Vail Village
Vail Village
Vail Village
Vail Village,
Kidz Zone Opens - Tom Paxton & Jim Jackson
Austrian Swiss Duo
Rhinelander Band with Helmut Fricker
Traditional Dance Demonstrations
3:30 PM Austrian Swiss Duo
6:00 PM Laughing Bones
8:00 PM Vendors Close, Festival Ends for 2005
ADDITIONAL ACTIVITIES THROUGHOUT THE DAY
Alpine Horn Demonstrations
Yodeling Demonstrations
Brat Eating Contest
Adult Keg Bowling
Display of Decorated Kegs
Vail Village
Vail Village
Vail Village
Vail Village
Vail Village
Vail,Village
Vail Village
Vail Village
Vail Village.
Vail Village
Vail Village
Vail Village
2005 Event Income Statement (As of 9/26/2005)
' Revenues:.
CSE Contribution
Sponsorship .
F&B & Stein Sales
Total Revenues
Expenses:
Event Site:
Liquor
TOV Permit
Event Equipment & Rental Expenses:
Food & Bev.
Signage, Kids. Activ., Steins, Decorations, Supplies, etc.
Rental Items (durripsters, porta potties, etc.)
Bands, Stages, Sound
' Manpower & Related Expenses:
Labor/Announcers
' Town of Vail Police, Security
Public Relations/Marketing/Advertising:
Public Relations
Advertising/Marketing
Administrative:
Proposals/Insurance/Supplies/Phone/Postage
Management Fee
Sponsor Relations:
Lodging/Entertainment/Gifts/Transportation
Total Expenses:
' Net Income:
(loss)
i.
$65,000
21'500-.
89,800
176,300
300
140
440
31,630
32,700
13,800.
34,000
112,130
14,234
18,000
32,234
0
14,700
14,700
12,500
20,000
32,500
650
650
192-,654
($16,354)
11
MARKETING OVERVIEW
The Vail Oktoberfest advertising budget was heavy on the Colorado Front-Range focusing on
radio and Westword newspaper. Besides the Front-Range, we received very strong supportin the
mountains from the Vail Daily, KZYR and KVBA TV8. Beyond Highline's marketing efforts,
the Vail Local Marketing District also promoted Vail Oktoberfest in their summer campaign.
• Press releases were sent out to numerous publications and media outlets throughout Colorado,
and the U.S.
• Oktoberfest, once again featured a stand-alone web site offering schedules, news and event pics
at www.vailoktoberfest.com.
• Direct broadcast emails and standard mailings sent to the target audience..
• Numerous collateral pieces were posted and disseminated throughout the
Colorado target region including 4-color Postcards and Posters.
• Oktoberfest email campaign to approx 16,000 Front-Range contacts in VLMD database.
• Oktoberfest promoted on endslate of ThinkVail commercial that ran on Denver cable.
• Oktoberfest promoted in direct mail postcard to 60,000 contacts as part of Susan G Komen
breast cancer promotion.
2 Vail Summer billboards featuring huge cutout of Helmut Fricker promoting Oktoberfest
(located at I=25 & 6th Ave and N Broadway in Denver)
SURVEY RESULTS
An intercejLsurvev wa
& Mt conducted at the 2005 Vgfl nktoheo§uL
• Attendance numbers: We estimate that during the course of the event, 40,000+ attendees
moved through the event.
• Demographic and visitor information profiles: Although profiles were not gathered by survey,
' via observation and interviews it was apparent that the 2005 Vail Oktoberfest Audience was very
similar to years past. Oktoberfest captured a wide range of customers to include young singles (21+)
.as -well as couples and those married with children. We anticipate the Average age was 40-45 with
' avg. BTU at $90,000+.
• Estimated Incremental' Room Nights and Revenue Generated by Oktoberfest...
As a nessimistic estimate, the 2005 Vail Oktoberfest booked approximately 20,000 incremental
room nights and an infusion of $6,127;800 into the Town of Vail. The calculation was
performed as follows:
Incremental Room Nights
Estimated attendance: 40,000
Those staying in Town of Vail lodging: 25%
Average nights stay in Vail: 2
Total Incremental Room Nights: 20,000
Incremental Spending
Estimated attendance per day: 6,600
Average amount spent per day: $93
Event days: 6
' Subtotal spent on F&B, shopping & activities: $39682,800
Average lodging price per person per night: $99
' In_.?,,.ental room nights: 20,000
Subtotal spent on lodging; $1,980,000
Number of days in Vail not for event: 1.0
Number of people staying addtl. days: 5,000
Average amount spent per day: $93
Subtotal spent on non-event days: $465,000
Total Incremental Spending: $6,127,800-
' . 2005 Town of Vail Return on Investment
Town of Vail Investment
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
This number is based on the projected PR and marketing for this
event and estimates from this event last year and other similar events.
' Return on Investment through Media, PR and
??
Event Related Impressions alone:
Est. Incremental Room Nights Generated
Incremental Spending Generated
Tax Receipts (4.5%, Lodging-7.4%)
Return on Investment through Incremental Spending
in the Town of Vail:
$65,000
$100,000
53.8%
20,000
$6,127,800
$333,171
413%
1
1
1
1
1
1
1
1
1
1
1
1
POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND'
MEDIA EXPOSURE
Vail Oktoberfest will continue to have its place as the most popular autumn event in the Town of
Vail. Growth of attendance is all weather dependant. Sponsorship may grow-in '06 after such a
well attended event 'in 2005.
HOW DID THE EVENT IMPACT VAIL'S "SENSE OF COMMUNITY".
Vail Oktoberfest is the one event which truly bonds the community in a celebration of beer, food
and music. It is always amazing to seethe variety of people, from around the community, the
event draws'together to party as one!
V P?? O ber 200
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----------
lr le Valley
Vail Arts Festival I Event Consulting, Planning, Production and Management
2005
Vail America Days
and
Vail Arts Festival
Post-Event Recaps
Presented to
Commission on Special Events
September 27, 2005
EAGLE VALLEY EVENTS, INC. ( PO Box 115 1 Eagle, Colorado 81631 1 phone 970.376.3756 1 fax 970.328.5681 1 laurie@vailartsfestival.com
k ` x VICL?. * r
D
2005 Vail America Days
Event Dates:
Venue:
Estimated Attendance:
Event Components
July 4, 2005
Parade route: Golden Peak to Lionshead
Ford Park
30,000
Vail America Days Parade
Street entertainment immediately following parade in Lionshead, Meadow Drive,
and Vail Village
Free musical and children's entertainment in Ford Park, IPM to 10:30 PM
Fireworks at Golden Peak
Advertising that included all Vail activities for the week
Devely u . ent of Sponsorships
Vail America Days added Millennium Bank as Presenting Sponsor of this year's
event. The Gallegos Corporation returned as a Supporting Sponsor of Vail
America Days. Total sponsorship for the event was $76,200.
Event Exnenses:
Advertising $ 5,655 7%
Event Supplies 8,547 11%
Parade Entertainment 12,510 17%
Ford Park Event 24,744 32%
Fireworks 16,000 21%
Lodging 2,826 4%
Admin/Staffing, permits 5,563 7%
Insurance 573 1%
TOTAL $76,418
P.O. Box 6499 * Vail, CO 81658 * www.vailamericadays.com * 970-376-3756 or 970-390-6264 * 970-328-5681 fax
Event Marketing Plan:
o Vail America Days advertising dollars were.,r;...t on the following:
-Vail Daily/Vail Trail - Y2 page, 2/3 page, Full page, and Pull-out section ads.
- Event Posters - 500 (11 x 17) posters
- Event information pamphlets distributed via the Information Centers and
to all lodges - 3,000
- Radio: KTUN, JACK FM, KSKE, KNFO - 8x/day, live interviews, live reads
- Town of Vail website - Event schedule link.
o Live interviews took place on all stations the week prior to the holiday weekend
and appearances were made on TV 8.
• Vail America Days participated in a co. pc..,.tive event schedule with Avon,
Minturn, and Eagle in the form of a pullout section in the Vail Daily listing all
scheduled activities, listing in the daily calendar listing and series of newspaper
ads run.
Additional 2005 Vail America Days information:
o The Ford Park venue was added as a replacement on July 4 of the Bravo! Patriotic
Concert, The hours were 1:00 pm -10:30 pm with continuous family
entertainment. The fireworks display was simulcast to the orchestra.
o The addition of more marching units in the parade continues to be a goal of the
committee. Recruitment has already begun immediately to increase the number
of marching units in the parade and enhance the entertainment value of the
parade. Washington Prep Band was missed in the parade this year.
The impact of the Vail America Days on Vail's "Sense of Coni?aunity":
Vail America. Days contributes to Vail's sense of community in the following ways:
Largest traditional parade in Eagle County:
The Vail America Days parade attracts spectators fi.,... throughout the area. Spectators
are visitors to Eagle County as well as residents of the area. The participation of the
business community and non-profit groups keeps the parade vital and upbeat. The
addition of music is important to keeping the parade fresh.
Working with local non-profit groups:
The Vail America Days committee invited local non-profits to team up with local
businesses to participate in the parade. ArY.o)dmately 35% of the parade entries were
non-profit groups.
Working with local youth groups:
Vail America Days invited student groups of Eagle Valley, Battle Mountain, and the
Christian High Schools to participate in the parade. Students were parade marshals,
worked at parade registration, and assisted announcers during the parade.
4
presented by
* 41 D4
MILLENNIUM
BANK
T
A Star Spangled Weekend
Vail Lacrosse ShootoutJord Park
Gore Creek Gallop, 5K Run/Walk Benefit for Lupus Research Foundation, 8 a.m. start,
Children's Fountain in Vail Village
5-
* Vail Lacrosse Shootout, Ford Park
BRAVO! Patriotic Concert, 3 p.m., Ford Amphitheater
Vail Hill Climb, Running Race, 10 a.m. start'
Vail Farmers' Market, 9:30 a.m. to 3 p.m., Meadow Drive in Vail Village
Public Dedication of Parker's Green, Vail's newest pocket park, 11 a.m.
Jazz at the Farmers' Market, noon to 3 p.m., Meadow Drive in Vail Village
Vail America Days Parade from Golden Peak to LionsHead, 10 a.m. start
All-American Family Picnic and Free Concert in Ford Park,1 to 10:15 p.m.
Fireworks at Golden Peak in Vail, 9:45 p.m. (conditions permitting)
All events are conditions permitting and subject to change.
for more information, call 477-3699. Event produced by Eagle Valey Events.
S onsors ''
P Vail Daily Gallegm JACK FM/KTIJN RADIO
*V coer xq AT
Make Vail the Place for Family Fun on July 4th. To promote a safe holiday, Vail is asking families to stick together. By staying together, your family will be exempt
from the post-fireworks curfew which applies to anyone 17 and under who lacks parental supervision. In addition, persons under 21 must be accompanied by a parent or guardian to access the
heart of Vail Village from 10:30 p.m. July 4th to 5 a.m. the next day. So, make plans to serve as a late-night escort and enjoy the family fun - together.
•
presented by =
A Star Spangled Weekend
Vail Lacrosse Shootout, Ford Park
BRAVO! Rochester Philharmonic Orchestra, 6 p.m., Ford Amphitheater
Vail Lacrosse Shootout, Ford Park
BRAVO! Rochester Philharmonic Orchestra, 6 p.m., Ford Amphitheater
Vail Lacrosse Shoateut, Ford Park
BRAVO! Patriotic Concert, 3 p.m., Ford Amphitheater
Vail Hill (limb, Running Race, 10 a.m. start
Vail Farmers' Market, 9:30 a.m. to 3 p.m., Meadow Drive in Vail Village
Jazz at the Farmers' Market, Noon to 3 p.m., Meadow Drive in Vail Village
Vail America Days Parade from LionsHeod to Golden Peak, 10 a.m. start
Free Concert in the Park, Ford Park, 1:00 to 5:00 p.m./7:00 to 10:00 p.m.
Fireworks at Golden Peak in Vail, 9:45 p.m. (conditions permitting)
All events are conditions permitting and subject to change. For more information,
contact Eagle Valley Event at 514-1182 or 376-3756
Sponsors A
GALLEGOS VAIL VALLEY
7D trb CORPORATION FOUNDATION
FORD VAIL DAILY JACK FM/
AMPHITHEATER KTUN RADIO
Make Vail the Plato for Family Fun on July 4th.
To promote a safe holiday, Vail is asking families to stick together. By staying together,
your family will he exempt from the post-fireworks curfew which applies to anyone 17 and
under who lacks parental supervision. In addition, persons under 21 must he accompanied
by a parent or guardian to access the heart of Vail Village from 10:30 p.m. July 4th
to 5 a.m. the next day. So, make plans to serve as a late-night escort and enjoy the
family fun - together.
Celebrate the Fourth of July Safely
v To promote a safe family holiday, Vail is asking families to
stick together on the Fourth, especially in the heart of the
pedestrian area in Vail Village. Beginning at 10:30 p.m.,
access will be limited to ages 21 and over unless accompanied
by a parent or guardian. The special event district will be in
place from 10:30 p.m. July 4 to 5 a.m. July 5.
v Also, a townwide curfew for ages 17 and under, unless
accompanied by a parent or guardian, will be implemented.
The townwide curfew will mirror hours of the special event
district from 10:30 p.m. on July 4 to 5 a.m. July 5.
v Please, leave the fireworks to the professionals. Displays
are scheduled in Mintum on July 1, Avon on July 3, and Vail
and Eagle on July 4.
v Don't drink and drive. Town of Vail and ECO Transit buses
will provide increased evening service throughout the weekend.
v Vail officers have increased traffic enforcement on 1-70
between mile markers 172, and 182. To avoid a traffic ticket or
warning, please drive the posted speed limit of 65 mph.
v Mosquito season is here, so be sure to use a DEET based
bug-repellent if you'll be spending time outside, especially at
dawn or dusk.
HelpfulNumtiers
Emergencies
Vail Transit
Eagle County Transit
Vail Police (Non-Emergency)
Vail Fire (Non-Emergency)
Vail Valley Medical Center
Vail Lost and Found
911
970477=3456
970-328-3520
970-479-2200
970-479 2250
970-476-2451
970479-2208
ilk
# }
.200
ff' rt'
presented by --
AULLENN 1 UM
BAN &
A Star Spangled Weekend
Welcome to Vail America Days
Colorado's Favorite Family Event!
Fri., July 1
Vail Lacrosse Shootout, Elite Men, Ford Paris 9 a.m. - 4 p.m.
Vail Lacrosse Shootout, Elite Women, Vail Athletic Field 9 a.m. - 4 p.m.
Vail Mountain Vista Bahn Open 10 a.m_ - 4 p.m.
Vail Mountain Gondola Open 10 a.m. - 9 p.m.
Blue Creek Children's Theater, LionsHead Mail 1 P.M.
Apres Day Music Series, LionsHead Mall 3 - 6 p.m.
Live Street Entertainment, Slifer Square 4:30 - 6 p.m.
BRAVO! Rochester Philharmonic, Ford Amphitheater 6 p.m.
Sat., July 2
Gore Creek Gallop 5K, Children's Fountain Start 8 a.m.
Vail Library Book Sale, West Meadow Drive 9 a.m. - 4 p.m.
Vail La...,,.oe Shootout Elite Men, Ford Park 9 a.m. - 4 p.m.
Vail Lauwae Shootout Elite Women, Vail Athletic Field 9 a.m. - 4 p.m.
Vail Mountain Vista Bahn Open 10 a.m. - 4 p.m.
Vail Mountain Gondola Open 10 a.m. - 9 p.m.
Live Street Entertainment, UonsHead Mall 11 a.m. - 3 p.m.
Live Street E, ?=l L=*1 Iment Slifer Square 1 - 5 p.m.
Live Street Entertainment Seibert Circe 1 - 5 p.m.
Apres Day Music Series, LionsHead Mall 3 - 6 p.m.
Sun., July 3
Vail HiliClimb Running Race, Mountain Haus Start 8 a.m.
Vail Lacrosse Shootout, Elite Men, Ford Park 9 a.m. - 4 p.m.
Vail Lacrosse Shootout Elite Women, Vail Athletic Feld 9 a.m. - 4 p.m.
Vail Library Book Sale, West Meadow Drive 9 a.m. - 4 p.m.
Val Farmers' Market, East Meadow Drive 9:30 a.m. - 3 p.m.
Sun., July 3 (continued)
Vail Mountain Vista Bahn Open 10 a.m. - 4 p.m.
Vail Mountain Gondola Open 10 a.m. -4 p.m.
Colo. Ambassadors Gospel Choir, East Meadow Drive 11 a.m. - 3 p.m.
Live Street Entertainment, Slifer Square 11 a.m. - 3 p.m.
Live Street Entertainment Seibert Circe 11 a.m. - 3 p.m.
Live Street Entertainment LionsHead Mall 11 a.m. - 3 p.m.
Jazz at the Farmers' Market East Meadow Drive Noon - 3 p.m.
BRAVOI Patriotic Concert, Ford Amphitheater 3 p.m.
Pe. I'.., ., .aJ by the Rochester Philha...,... .'c, tickets are required
for pavilion seating. Cost is $10, with tickets available only at the
amphitheater box office ,:a -U",g at 11 a.m. June 30. Lawn seating
is free on a first come, first served basis. Doors open at 1 p.m.
Mon., July 4
Vail Library Bake Sale, West Meadow Drive 8:30 -10 a.m.
Vail Library Book Sale, West Meadow Drive 9 a.m. - 4 p.m.
Vail Lacrosse Shootout, Elite Men, Ford Park 9 a.m. - 3 p.m.
Vail La..,-,-,e Shootout, Elite Women, Vail Athletic Field 9 a.m. - 2 p.m.
Vail Mountain Vista Bahn Chairlift Rides 10 a.m. - 4 p.m.
Vail Mountain Eagle Bahn Gondola Rides 10 a.m. - 4 p.m.
VAIL AMERICA DAYS PRESENTED BY MILLENNIUM BANK
-Parade, Golden Peak To LionsHead 10 a.m. - Noon
-All-American Picnic and Free Music, Ford Park 1 -10 P.M.
-Fireworks Display, Golden Peak 9:45 pm.
Watch from the lower bench of Ford Park, where the display
will be acc. ...rued by the music of the Bill Parish Orchestra.
Events and festivals fill Vail's summer calendar, with happenings for all ages! Go to www.thinkvaii.com or
call the Vail Visitor Center at (970) 479-1385 for more information.
A special thanks to Gallegos Corporation, Vail Valley Foundation, Eagle County, Town of Vail, Jack FM/KTUN Radio and the Vail Daily for supporting Vail America Days.
I
v
VAIL ARTS FESTIVAL
Event Dates:
Venue:
Estimated Attendance:
August 19 - 21, 2005
East Lionshead Circle
2,500
Total Vendors: 97 artists in wood; sculpture, painting,
metal works, mixed media, fiber,
photography, jewelry, glass, graphics/prints,
digital and drawing
Event Components:
Artist displays and sales
Artist demonstrations
Children's arts & crafts booth placed at ;,. t..nce to Lionshead Mall
Street ent;,.4.ners wandering through Festival site and Mall u ,,a
On-site musical entertainment in Festival area
Event Expenses:
Advertising $ 5,295 12%
Event Supplies 11,479 26%
Street Entertainment 5,493 13%
Printing 3,891 90/0
Town of Vail Vendor Fees 7,275 17%
Security 897 2%
Lodging 2,575 6%
Admin/Staffing, permits 5,263 12%
Insurance 1.573 3%
Total $43,741
Event Revenues:
Vendor fees $31,775 67%
CSE funding 15,000 32'x/0
Merchandise sales 409 1%
Total
$47,184
P.O. Box 6499.vVail, CO 81658 ,Phone: 970/328-7750 *,Fax: 970/328-5681 .E-Mail: info@vailartsfestival.com
Event Marketing Plan:
Vail Arts Festival advertising dollars were distributed via the
following mediums:
Vail Daily/Vail Trail - V2 and 2/3 page ads; center pull-out section
Vail Valley Magazine -1/8 page ad
Event posters - 500 distributed throughout Eagle County
Radio: KTUN, Jack FM, KNFO - 8x/day, live interviews
e 1,000 applications were sent in the Colorado Artist Tour packets
advertising the event
Potential for , cth:
The Vail Arts Festival must continue to display near heavy pedestrian
areas in order to succeed. While the construction projects cu.Y,C.?ully in
Town pose a challenge in the event production of the show, it also
raU sides a glimpse into the future of the show and all of the exciting new
challenges of a new location.
The additional component of chil?.;,u's entertainment and activity is ,
critical to future growth, as the Festival must strive to distinguish itself
from the other arts festivals in the area.
The Festival must pursue media exposure in coop;,.,Xon with other
agencies in order to be successful. This will help grow the event
sponsorship involvement component for the Festival.
Contribution to community:
The Vail Arts Festival constantly strives to be a vibrant addition to the
cultural offerings in the summer months.
The Vail Arts Festival contributes to Vail's cultural community by
exposing audiences to a wide array of original art. The variety found at
the Vail Arts Festival appeals to the visitors. Some artist's involved wit,h
the Festival have work displayed in local galleries.
Students of Battle Mountain, Eagle Valley and Vail Christian Academy
work on-site in the Festival arts & crafts booth assisting children in
creating their own works of art. The involvement of area youth in the Arts
Festival helps the Festival in the creation of various art projects for
visitors.
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FOR VAF USE ONLY: Date REC:
APP NUM:
1
PO Box 6499 • Vail, Colorado 81658
APPLICATION DEADLINE April 1, 2005
PRSRT STD
US POSTAGE PAID
First Class Direct, Inc
FIRSI /LAS r NAME (as you would like it to appear in ME publicity and name tags)
NAME OF PARTNER Al (rill in only if work is a collaborative team effort; see rules
N E FEX I I I UK S AS615 IAN I! ON-SITE AID
MAILING ADDRESS
STATE 21P
4REA CODE & PHONE # IS1 WHERE ARTIST MAY BEST BE REACHED E-MAIL ADDRESS
J CHECK HERE IF THIS IS ANEW ADDRESS If there is a different address or telephone number to which VAF should send
exhibitor correspondence between July 15 and August 1st. please indicate here:
CHECK HERE IF YOU WOULD LIKE TO DEMONSTRATE (SEE ARTIST DEMONSTRATIONS)
'] demonstrations for adults J demonstrations for children
CHECK THE ONE* CATEGORY WHICH BEST DESCRIBES THE WORK YOU ARE ENTERING:
*A separate application is required for each category, or for each different body of work submitted within a single category.
] Ceramics ] Glass J Metalworks ] Photography J Digital J Graphics/Prints
J Mixed Media J Sculpture I] Drawing ] Jewelry J Painting J Wood Li Fiber
The following descriptions must be provided and correlated to the appropriately numbered slides:
(Note: Slide #1 will be published in the Arts Festival's Official Guide)
SLIDE #1 Dimensions: Price: S Process / Materials Description.
(For Slide #1 ONLY. Description of specific piece featured or of artist's body of work for printing in Official Guide: fifteen (15) words or less):
SLIDE#2 Dimension Price:$
SLIDE#3 Dmensions Price:$
Process Materials Description.
Process Materials Description:
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SLIDE#4 Dimensions: Price :S Process/ Materials Description.
SLIDE#5 Dimensions: Price:S Process/Materials Description.
RELEASE
I hereby release and forever discharge Vail Arts Festival (VAF), the Town of Vail, Eagle Valley Events. Inc., all sponsoring organizations,
and their directors, officers. employees, agents and volunteers from any responsibility. personal liability.. claims, loss or damage arising
out of or in conjunction with my application to or participation in the VAF. VAF will not be responsible for any injury sustained by exhibitors
or guests while within space designated for exhibits. Further, I understand that I store my art at my own personal risk without exception
or limitation.
By signing this application form, Applicant acknowledges having received and read the 2005 Prospectus and Application, and agrees to
abide by all rules set forth herein. Applicant agrees that slides submitted for jurying are representative of work to be exhibited and that
VAF reserves the right, in its sole discretion, to advise Applicant of any work that does not meet the standards set forth and Applicant
agrees that such work will be immediately removed upon request by VAF management. Failure to remove such work or to abide by other
rules set forth herein and as articulated in the Exhibitor's Guide or by VAF management may result in Applicants removal from the VAF
and/orApplicant being prohibited from future participation.
I agree to abide by all rules set forth for participation in the 2005 Vail Arts Festival.
APPLICANT'S SIGNATURE
PARTNER' SIGNATURE (if an exhibiting team)
SALES TAX LICENSE #
STATE
SPACE REQUEST. VAF will do its best to comply with specific requests, first-come, first-served, based upon the date of
receipt of the application, no assurances implied.
CHECKLIST - Make certain that all of the following items and information are included in your application package before mailing.
Incomplete applications will not be processed.
] Complete and signed application& release form
J A 410 (9112" x 41 /8") self-addressed, stampede envelope, with adequate postage for return of slides
• S25.00 check for non-refundable jury fee
Check or money order for $350 exhibitor fee
(NOTE. exhibitorfee checks will not be cashed by VAF unless you are selected to participate in theArts Festival, and only then,
10 days after written notification. Artists not selected to participate will receive theircheck uncashed with returned slides!)
? Five (5) properly labeled and numbered slides in a protective sleeve (see slides section)
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The Va 1 1 Ads Festiva 0, a free outdoor festival staged in picturesque Vail, Colorado
offers audiences of all ages the opportunity to view and buy visual art, enjoy live performing
arts and special exhibitions. All proceeds are used to produce the annual Festival and assist in
year-round educational and student scholarship programs in the Vail Valley, and contribute to
various non-profit entities who assist during the Festival.
ATTENDANCE and MARKETING
Vail, Colorado is hometo one ofthe most spectacular mountain resortareas in the world. Located just90 minutes westof
the Denver metropolitan area, this well-known year-round vacation destination is also a haven for an affluent, well-
educated and art savvy local population. Arts Festival audiences of approximately 5,000 persons over three days, come
from throughout the Vail Valley, the Denver metropolitan community and beyond. In cooperation with host sponsors,
the Vail Valley Convention & Tourism Bureau and the Town of Vail, marketing is directed toward a diverse audience of
individuals likely to be interested in thevisual arts.
JURYPROCEDURE
_ lJp io 150 artists will be selected to exhibii at the 2005 event A toiti(oT14 artists; plus tF"2004'Poster Artist,-Have ` been invited to return. A potential of 105 exhibit slots will be determined through the competitive jury process.
• Slides will be reviewed by the jury panel in a blind jury process. The identities of artists are not disclosed to jurors. The
jury will be comprised of three art professionals. The jury panel will seek to select a balanced show that equitably
showcases both works of fine art and fine craft, as well as diversity among media and style. Jurors will, upon their
request, receive information aboutthe pricing and/or the process/materials description of works illustrated in slides
as provided on the submitted application form. The Vail Arts Festival establishes no quota by media category nor is
there a predetermined number of'slots' establishedfor any media category.
• Applying artists will be notified of jury selections by mail and/or e-mail, on or about May 1, 2005. (No advance
notification by telephone will be available priorto written notice.) Slides will be returned to those artists notselected
to exhibit only if a #10 self-addressed, stamped envelope is included with the artist's application. The slides of
accepted artists will be retained by the Festival for use in publicity, show documentation and for on-site-judging
purposes.
JUDGING &AWARDS
Judging for awards will takeplaw on Friday, August 19, 2005. Artistic excellence is the criteria for selecting the awards.
Judges will not award prizes within specific media categories. Rather; awards will be based upon the quality of the
entire body of work displayed as determined by the panel of judges. A Best of Show award and First Place in category
awards will be granted bythe panel.
BOOTH SPACE
• Each exhibitor will be provided a space measuring 10' deep by 12' wide. Artists provide their own display booth, racks
and/or tables in order to exhibit their work in an outdoor environment. Corner booth or end of row locations maybe
available fora higherfee (see Fees section).
• The Vail Arts Festival takes place on a mix of grass and/or paved surface which prohibits anchoring any supports into
the ground. As not all booth locations are perfectly level, exhibitors are advised to bring leveling devises for cabinet
displays.
• Individual booth assignments are made to create an appealing mix of media and in consideration of the character of
the work to be exhibited. Assignments are atthe sole discretion ofVAFand are not interchangeable.
• Electrid ty is available at some sites within the Festival venue.
SALES
Artists retain all revenue from the sale of their work with no commission on sales due to the Vail Arts Festival.- -
APPLICATION FEES
• Each application must be accompanied bytwo(hecks made payable to the Vail Arts Festival.A$25 juryfee, and
the $350 booth fee and must be received by April 1; 2005.
• The non-refundable juryfee ($25 required for each category entered/application submitted) will be deposited
upon receipt.)
• Applications will be date stamped upon receipt. After jurying, accepted artists desiring corner locations, or having
any other specific space requests, will be assigned spaces on a first-come, first-served basis from the date their
application was received.
EXHIBIT FEES
$350 for a 10' x I T exhibitor space
$25 juryfee(non-refundable)
APPLICATION, JURYand NOTIFICATION DEADLINES FOR 2005
APRILI - Final application deadline.
APRILIS • The three-person jury selects the 150 artists to exhibit.
MAY 1 • Notification by mail and/or e-mail.
• 150 juried artists will receive an invitation to exhibit.
• Artists who advanced to final round of jurying butwere not invited to exhibit will be named
as alternates. These artists will be notified of their alternate status.
• Artists not selected to exhibitwill receive slides and booth fees submitted with application.
JULY1 • Deadline afterwhich no refunds will be madeto invited artists declining participation in
Improved Vail venue in 20051
SLIDES
• Five (5) slides (marked specifically as illustrated) must be submitted for each individual media category entered by
the artist.
• Four (4) slides, numbered #1 through #4, must be of individual pieces of work.
• Slide #5 must be of a current display of the artist's work, showing overall continuity and presentation. The 5"
slide is mandatory.
• Slides must be in undamaged mounts, measuring 2" by 2", and 35mm. They must accurately represent the body of
the artist's work to be exhibited attheArts Festival.
• Send the five slides in a protective plastic slide sleeve. Please do not send loose or original slides, print photographs,
resumes or biographical materials with your application.
• To label your slides: Hold the slide so you see the image correctly. Place a
large red dot in the lower left-hand corner of the cardboard or plastic ARTIST NAME-
mount. Print your name atthetop horizontal area of the mount, and on
the some side asthedot. Identify the medium ofthework on the bottom s Jobs,
horizontal area of the mount. Number each slide #1 through #5, in the
bottom right-hand corner, oppositethe red dot. (see illustration) ARTS fTWAL
__Descriptions of the work represented on each slide must camor-on the
application form. ?' -
• If you are selected to exhibit, slides maybe used in VAF promotional efforts.
SHOW RULES
• All work must be original handcrafted work. By signing this prospectus and making application to the show, the
artist responsible for creation of the exhibited work assures the direct, hands-on involvement in the creation and
execution of each piece of workto be exhibited. -
• Work done by a production studio is not acceptable. Work which has been produced with commercial kits, molds,
patterns, plans, prefabricated forms or other methods is not permitted.
• Artists must be present with their work for the entire three day of the Arts Festival. Representatives may not attend in
place of the artist. VAF requires photo identification at artist check-in to ensure compliance.
• If two artists work together in producing a single product, they may apply as a team, and should be included on and
sign the application. Both must be present atthe Arts Festival.
• Artists may only show work in categories and body of work selected bytheJury.
All work exhibited must be of the quality, category and body of work shown in the slides juried.
• All rules setforth by the Town of Vail, including acquisition of required vendor permits, will be strictly enforced by the
VAF management.
MEDIA CATEGORIES
Media categories are used by the Arts Festival as a tool for organizing artists'slides into logical, related
groups for the jury's review. While a balanced show that equitably showcases both works of fine art and
find craft, as well as diversity among media is a principal Arts Festival objective, the Vail Arts Festival
establishes no quota by media category.
CERAMICS All original clay and porcelain work other than jewelry is accepted in this category. No machine-made or
mass produced work is permitted. If multiple pieces of the same design are displayed, each piece mustbe signed. .
DIGITAL ART This category includes any original work for which the original image, or the manipulation of other
source material, was digitally executed. Work in this category must be printed in limited editions; signed and
numbered on archival quality materials. *5eeheproductianStotement&1ow
DRAWING Works created using dry media including chalk, charcoal, pastels, pencil, wax crayon, etG orfrom the fluid
medium of inks and washes applied by pen or brush are to be entered in this category.
FIBER All work crafted from fibers including basketry, embroidery, weaving, tapestry and papermaking. No machine
tooling, machine:screened patterns or miscellaneous form of mass-production are-permitted-. No factory produced
wearable items, regardless of additional modification or enhancement bytheartist,maybeexhibited.
_
GLASS No forms of mass production are permitted.
GRAPHICS & PRINTMAKING Printed works for which the artist's hand manipulated the plates, stones or screens and
which have been properly signed and numbered as limited editions maybe entered in this category. All photo96avure,
photocopy and /or other offset reproductions, will be rejected. Printmakers are required to disclose both their creative
and printing processes.
JEWELRY All jewelry, whether the work is produced from metal, glass, clay, fiber, paper, plastic or other materials,
mustbe entered in this category. No commercial casts, molds, settings or production studio work is allowed.
METALWORKS Includes all non-sculptural, non-jewelry works crafted from metals.
MIXED MEDIA This category includes works, both 2 and 3-dimensional , that incorporate more than one type of
physical material to produce. Includes non-sculptural work as determined bythe artist.
PAINTING Works created in oils, acrylics, watercolors, etc. are included in this category.
*See Reproduction Statementhe%w.
PHOTOGRAPHY Photographic prints made from the artist's original negative and which have been processed by that
artist, or under his or her direct supervision, are included in this category. *SevAeprodactionStatementhelow.
SCULPTURE Three-dimensional original work done in any medium, including built-up works in wood, are included in
this category.
WOOD Original works in wood that are hand-tooled, machine-worked, turned or carved are accepted in this category.
"Built-up" works in wood belong in the sculpture category.
*Reproduction Statement. Limited edition reproductions ore allowed hot must he signed and clearly marked m
reproductionsandmnnotexceedff5voofthetota/warkrepresentedinthe af#Sfshoothpresenta#on.
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