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Home My WebLink About2005-11-22 Support Documentation CSE Regular Meeting 1 I-s 7 ?G - 7 L?) 4 ?/- - /?' ?,a 4 aL, a. i L--012--A ro , i 11; ? J J 41, G_ J <i . ??/e ? GG Jn n? Aalz? 44- _1,4? l , I . 1i In III ? ;lam ! - ... _. 1 -t -P li on. 7,0 A? s C =l A- r !I--- v PUBLIC NOTICE: Town of Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, November 22, 2005 at 8:30 a.m. AGENDA: Approval of the Minutes of the meeting of November 11, 2005 (5 minutes) 2006 Funding Allocations: Based on the presentations made at the CSE meeting on November 11, 2005, the CSE will determine funding for events proposed to be held in the Town of Vail in 2006. (2 hours) Contract for Event Evaluation and Research: Discussion as to whether or not to enter into a contract with Untraditional Marketing for event surveys in 2006. (15 minutes) New Business: (10 minutes) Adjournment: 11:00 a.m. Next Meeting: Joint meeting between the Vail Local Marketing District Advisory Council and the CSE. Time and Date: TBA Posted this 16"' day of November, 2005 Sybill R. Navas, Special Events Coordinator Town of Vail Commission. on Svecial- Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, November 22, 2005 at 8:30 a.m. AGENDA: Approval of the Minutes of the meeting of November 11, 2005 (5 minutes) 2006 Funding Allocations: Based on the presentations made at the CSE meeting on November 11, 2005, the CSE will determine funding for events proposed to be held in the Town of Vail in 2006. (2 hours) Contract for Event Evaluation and Research: Discussion as to whether or not to enter into a contract with Untraditional Marketing for event surveys in 2006. (15 minutes) New Business: (10 minutes) Adjournment: 11:00 a.m. Next Meeting: Joint meeting between the Vail Local Marketing District Advisory Council I and the CSE Time and Date: TBA t; , MINUTES: Town of;Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Friday, November 11, 2005 at 8:30 a.m. Members Present. Todd Gehhke, Steve Rosenthal, Richard tenBraak Ian Anderson and Chairman Dave Chapin CSE Member Absent. Stephen Connolly. Council member elect Mark Gordon was present in the morning, but did not participate. Others Present. John Kriauf, Pat. Benedict, Susan Pollack Dan Gibbs;- Paul Donen, Rayla Kundolf, Lourdes Ferzacca, Laura Warren, Rick Scalpello, Marty Stewart, Bill Hanlon, Christine Carlson, Laurie Asmussen, Amy Phillips, John Zaring, Missy Fusco, Craig Erickson, Liz Davis, Jeff Olson, Jim Soran, Adam Germak Aldo Radamus, Pete Seibert, Rob McKendry Kevin Foley, David O'Connell, Bryan Rooney, Fraidy Aber, Leon Fell, Terry Brady, Joe Blair, Richard Puetzer, Diane Moudy, Andrea Feldman, Cristina Gonzales, Michael Cacioppo, Scott Cross, Sean Cross, Paul Ferzacca, Susan Fritz, Mike Friery, and Sybill Navas -- -g- --- AGENDA: Chairman Dave Chapin called the meeting to order at 8:35 a.m. Motion to approve the minutes of the meeting of October 25, 2005, as presented. M/S/P: Ian Anderson, Todd Gehrke, Unanimous Proposed Meeting Dates for 2006: CSE members agreed to accept the proposed schedule of meetings for 2006 as presented. CSE Member Re-appointments: Sybill reminded the CSE members that the terms of Steve Rosenthal, Todd Gehrke and Stephen Connolly expire December 31, 2005. A letter of intent to apply for a CSE appointment must be submitted to the Town Clerk, Lorelei Donaldson, no later than Wednesday, December 14. The Town Council will interview candidates for CSE positions at their work session on Tuesday, December 20. Dave Chapin congratulated Mark Gordon on his election to the Vail Town Council and thanked him for his service to the CSE. The CSE heard presentations from the following persons representing entities who had submitted proposals within the RFP, deadline of October 14. Discussion and funding allocations are scheduled for the CSE meeting of November 22, 2005. CSE/sn Minutes: 11/11/2005 Pae 1 of 4 Total Funds Available:. $650,000.00 Event: (29 Applications) 2006 Dates: 2006$$$ Requested: • Rotary Rubber Duck Race: John Knauf 3-Sep $15,000.00 • >Vail Armed Forces Week: Paul Donen Jan 29- Feb 3 10,000.00 • >Harvest Festival: Meadow Drive Partnership/Rayla Kundolf, Lourdes Ferzacca Sep 22-24 32,000.00 • >Holiday Spirit on Meadow Drive: Meadow Drive Partnership/Rayla Kundolf, 21,000.00 Lourdes Ferzacca Dec 16-24, 2006 • Vail Arts and Wine Faire: Rick Scalpello, Marty Stewart Saturdays, July 1-29 18,300.00 • Vail Farmers' Market: Meadow Drive Partnership/ Rick Scalpello, Marty Stewart Sundays, Jun 18- Sep 17 15,500.00 • Vail Jazz Festival: Jazz at the Market/Christine Carlson Jun 25-Aug 27 10,000.00 • Vail Jazz Foundation: Washington Prep High School Band: Christine Carlson, Bill Hanlon 4-Jul 7,750.00 • America Days" : Eagle Valley Events/Laurie Asmussen 4-Jul 60,000.00 • Vail Arts Festival: Eagle Valley Events/ Laurie Asmussen Aug 11-13 30,000.00 • Holidays in Vail: Eagle Valley Events/Laurie Asmussen Nov 25-Dec 31 40,000.00 • >Convergence Festival: Zaring- Cioffi Entertainment/ John Zaring and Jeff Olson Aug 22-29 150,000.00 • Vail Lacrosse Shootout: Colorado Lac_ rouse Promotions/ Jim Sorah. Jun. 244ul 4. 20,000.00 CSE/sn Minutes: 11/1'1/2005 Page 2 of4 • Kick-It 3v3 Soccer. Crestline Sports/Adam Germak Aug 4-6 50,000.00 • >Pete Seibert's Vail Mountain Marathon: Ski and Snowboard Club VaiUAldo Radamus 2-Apr ` 7,500.00 • >Vail US Nationals of Skateboarding: Timeship Racing/.Rob McKendry Aug 25-27 20;000.00 • Avon to Vail Triathlon: Town of Avon/Fraidy Aber August ?? 8,000.00 • King of the Mountain Volleyball: Leon Fell Jun 16-18 10,000.00 • Spring Back to Vail: Highline Sports and Entertainment/ Dave O'Connell Apr 3-16 100,000.00 • Gourmet on Gore: Highine Sports and Entertainment/ Bryan Rooney 2-Sep 50,000.00 • Oktoberfest: Highline Sports and Entertainment/ Bryan Rooney Sep 8-10/15-17 80,000.00 • >ReviVail Season Kick-off Festival: Highline Sports and Entertainment/ Dave O'Connell Nov 22- Dec 10 50,000.00 BREAK • The Honda Session: Vail Valley Foundation/ Terry Brady Jan 12-15 25,000.00 • American Ski Classic: Vail Valley Foundation/ Terry Brady Mar 22-26 25,000.00 • Teva Mountain Games: Mountain Games, LLC/ Joe Blair May 31- June 4 80,000.00 • Vail Film Festival: Vail Film Institute/-Scott and Sean Cross Mar 30-Apr 2 85,000,00 • Summer Street Entertainment: Resort Events!, Diane. Moudy Jun 237Sep 3 (11 weeks) 68,500.00 • := Taste of.Vail/Winter(Lamb. Cook.7- off): Amy Phillips, Susan l=ritz April5=9 2r 5,000.00. CS E/sn Minutes: 11/11/2005' Page 3 of 4 • >Taste of VaWSummer: Amy Phillips, Susan Fritz August 24 27-- . 40,000.00 -.,Y. _ .. _ ...: Total Funds Requested: $1,153,550.00 >New Events proposed for 2006/* Includes $6000 requested from Eagle County Motion to adjourn at 5:30 p.m. M/S/P: Steve Rosenthal, Rich tenBraak, Unanimous Minutes taken and submitted by Sybill Navas November 11, 2005 Approved by: Chairman, Commission on Special Events Date: CSE/sa Minutes: l 1/11/2005 Page 4 of4 i CSEisn Town of Vail: Commission on Special Events - 2006 Funding Requests and Allocations Funds Available: Event: The Session Vail Armed Forces Week American Ski Classic_ Vail Film Festival Pete Seibert s Vail Mountain Marathon Spring Back to Vail Taste of VailNVinter(Lamb Cook-off) Teva Mountain Games King of the Mountain Vollevball 2006 Dates: Jan 12-15 Jan 29- Feb 3 Mar 22-26 Mar 30-Apr 2 . 2-Apr Apr 3-16 April 5.9 Mav 31- June 4 Jun 16-18 2006 Funding Rqsts Graded $596,0001 $650,000 1$650,000 ($650,000 1$650,0001 1$650,000 1$650,0001 1$650,000 2005 Funds 2006$$$ Chapin Connolly Rosenthal j tenBraak Anderson Gehrke Received: Requested: Score $$$ Score1 $$$ Score $$$ Score $$$ Score $$$ Score1 $$$ $18,000 $25,000 26 39 $10,000 29 33 $15,000 36 $20,000 41 1 $20,000 $0_ $10,000 28 32 $0 24 33 $5,000 31 1 $0 19 $0 $20,0001 $25,0001 ` 24 I 34 $10,000 30 32 $15,0001 35 1 $15,000 27 $10,000 $60,000, $85,000 ' 33 1 42 $75,000 38 34 $75,0001 40 $65,000 40 $70,000 $0 $7,500 21 1 24 $0 23 28 $5,0001 26 $01 19 $0 $46,000 $100,000 34 1 45 $75,000 39 36 $50,0001 41 $40,0001 42 $50,000 $5,000 $25,0001 31 1 1 38 1 $01 35 36 $25,0001 37 $5,0001 35 $5,000 $65,000 $80,000 40 1 45 $75,0001 36 37 $80,000 41 $70,0001 43 $70,000 $7,500 $10,000 28 1 39 $7,5001 25 35 1 $7,500 31 $7,500: 29 1 $7,500 Vail Farmers' Market Sundays, Jun 18- Sep 17 $0 $15,500 31 34 $0 34 35 $10,000 34 $10,000 Summer Street Entertainment Jun 23-Sep 3 (11 weeks) $50,0001 $68,500 29 39 $68,500 21 33 $65,000 24 $40,000 Vail Lacrosse Shootout Jun 24-Jul 4 $8,000 $20,000 30 1 39 $8,000 31 1 35 $10,0001 37 $10,000 Vail Jazz Festival Jun 25-Auq 27 $8,500 $10,0001 29 I 0 $01 31 31 $10,000 26 $8,0001 Vail Arts and Wine Faire Saturdays, July 1-29 • $0- $18,3001 30 j 27 $10,0001 31 31 $10,000 28 $0' America Days' j 4-Jul $56,000 $60,0001 33 44 $56,0001 36 37 $55,000 37 $40,0001 Vail Jazz Foundation: Washington Prep Hiqh School Band 4-Jul $0 $7,750 21 0 $0 19 32 $7,750 ? $7,750' Avon to Vail Triathlon August $0 $8,0061 25 1 39 $5,000 27 1 34 - 1 $3,0001 ? $6,0001 Kick-It 3v3 Soccer Aug" $25,000 $50,0001 29 47 $25,000 32 33 $20,000 33 $25,0001 Vail Arts Festival Aug 11-13 $15,000 $30,0001 26 39 $15,000 24 36 $25,000 27 $20,000 Convergence Festival" Aua 22.29 $0 $150,0001 33 36 $0 42 1 35 1 41 1$100,000 Taste of Vail/Summer August 25.27 $0 $40,000 30 40 1 $0 35 1 1 38 $40,0001 40 1 $30,000 Vail US Nationals of Skateboardinq Aug 25.27 $0 $20,000 22 23 1 $5,000 20 1 ? $4,000 24 Gourmet on Gore 2-SeD $25,000 $50,000 31 46 $39,000 28 34 $25,000 33 Rotarv Rubber Duck Race 3-Sea $0 $15,000 26 14 $0 25 32 $5,0001 26 1 Oktoberfest Sep 8-10/15.17 $65,0001 $80,000 34 48 $70,000 43 34 $65,0001 39 1 $65,000 Harvest Festival Sep 22-24 $0 $32,0001 29 1 32 $10,000 28 30 $10,000 25 1 $10,000 ReviVail Season Kick-off Festival Nov 22- Dec 101 $0 $50,000 31 1 31 $25,000 35 35 1 $25,000 35 1 $25,0001 Holidavs in Vail Nov 25-Dec 31 $25,000 $40,000 28 38 $25,0001 ? 33 $25,0001 29 1 1 Holidav SQirit on Meadow Drive 1 Dec 16-24, 2008 $01 $21,0001 22 $01 21 28 $7,500 22 Lionhead Easter Egg Hunt 1 $1,000 Mardi Gras Vail 1 $15,000 I I I 1 The Graze at Vail 1 $20,0001 I 1 TdAmerica Avon to Vail Triathlon 1 $3,0001 1 Scott Rella'. Fear No Ice $1,4001 Vail Film Festival: Summer Screenings $7,tiool I Total Event Funding: $541,000 $1,153,5501 $0 $614,000 1 $0 1$699,7501 1$619,2501 Administrative Contracts: Administrative+Expenses $35,000 $36,000 $36,000 $36,000 $36,000 $36,000 $36,000 Research/Event Evaluation $20,000 $24,000 1 E I I Special Event Handbook 1 $25,000 In-kind Services "Debit Card" $25,0001 I 1 Subtotal: Admin. Contracts $55,000 $110,0001 $36,0001 $36,0001 $36,000 1 $36,0001 $36,000 TOTAL ALLOCATIONS: $596,000 $1,263,5501 . 1 $360001 $650,0001 $36,000 $735,7501 1$655,250 1 FUNDS REMAINING: $0 $613,5501 1$614,0001 : I $01 $814,0001 -$85,7501 1 -$5,2501 *Includes $6000 contribution towards fireworks from Eagle County * Recommend to council for additional funds 1112212005 $650,000 $650,000 Average Average of 2006 Funds Score Recommendations: Awarded: 34 $16,250 28 $1,250 30 $12,500 38 $71,250 24 1 $1,250 40 1 $53,750 35 $8,750 40 $73,750 31 I $7,5001 33 $0 1 34 1 $5,000 31 $55,0001 30 $57,125 31 $8,0001 34 $9,000 30 $8,0001 25 $6,500 33 $10,000 30 $7,500 42 $50,000 38 $50,250 26 $0 20 $3,875 29 $3,000 31 $4,2501 27 $25,000 34 $23,750 30 $15,000 30 $18,750 41 1 $75,0001 38 1 $43,7501 ? I $10,0001 37 1 $20,0001 18 $0 21 $3,000 34 $25,000 34 $29,667 27 1 $01 25 $1,667 36 $65,0001 39 $66,250 35 $15,000 30 $11,250 36 1 $25,000 34 $25,0001 39 $25,0001. 33 $25,000 24 $01, 24 $2,500 I $01 $01 $0 I I $0 1 $01 1$646"500 $660,3331 $0 $36,0001 1 $36,0001 I $36,000 $25,000 I 1 $25,000 1 $36000 1 $86r000I $36,000 $682,500 $746,3331 _ $36,000 432,500 496,3331 $614,000 Pam Brandmeyer please print for Sybil Navas _ Page fl From: "Stephen Connolly" <sfcvail@hotmail.com> To: "Pam Brandmeyer" <PBrandmeyer@vailgov.com>, "Lorelei Donaldson" <Ionaldson@vailgov.com> Date: 11 /11/05 7:33:33 AM Subject: please print for Sybil Navas Please print this email sybil; shw will need a total of 7 copies. thanks for your help. sfc Stephen Connolly / T H E D I V I S I O N 970-476-1346 (office) 970-376-5798 (mobile) stephenc@divisionpoker.com www.divisionpoker.com ----- Original Message ----- From: Stephen Connolly To: Sybill Navas ; Dave Chapin ; Rich TenBraak ; Mark Gordon ; Steve Rosenthal ; Ian Anderson ; Todd Gerhke Sent: Thursday, November 10, 2005 11:59 PM Subject: funding questions CSE Funding Questions General question for all returning events: What's new? General events for all new events: Why Vail? If we do not fund it will it happen? Tab B Duck Race What has changed since the last request? Tab C Armed Forces Week The marketing plan listed in the proposal is vague. What is the specific media plan? Tab D Harvest Festival Who is the coordinator listed in the budget? What is covered by "Operating" in the budget? What Front Range publications are planned? Holiday Spirit Pam Brandmeyer -please print for Sybil Navas Page 2 What are the local and national publications being used for advertising? Art and Wine Faire Who is the management listed in the budget? Farmers' Market This event has been run for three years w/o TOV funding - why now? Was the Daily a sponsor in the past? Who is the management listed in the budget? Why is the sponsorship level projected to be flat if the event is growing? Tab E Jazz at the Market Is this request duplicated by the Meadow Drive group and if not, why doesn't the Meadow Drive group fund it? Washington Prep No questions. Tab F America Days Is there any Front Range publicity? How is the LIVID supporting the event? Does the VRD charge for use of the fields? VVF for the amphitheater? Arts Fest What are the location/date changes from previous years? Is the reverse passport (visit so many booths to get an incentive from a local shop) being used? Holidays in Vail Pam Brandmeyer please print for Sybil Navas Page 3 Is there a component the get their decorations up earlier and how does it work? Tab G Convergence Festival Why Vail?. Has the VRD been contacted about using the course? Are there major sponsors already involved? Who are the national media sponsors? Tab H Lacrosse Have you secured the services of a sales firm for sponsorships? Tab13v3 Who is included in the Rocky Mountain Region? How many cities were part of the 2005 series? Why is the profit per event dropping from $17,500 to 1,300? Tab J Mt. Marathon No questions. Tab K Skateboarding No questions. Tab L Triathlon No questions. Tab M KOV What are we getting for the extra $2500 over what we paid last year? Tab N Spring Back What do we get for the additional $60,000 over last year? Pam Brandmeyer ...... lease print for Syh@ Navas m GoG Why is the request for twice what we contributed in 2005? Oktoberfest What are the obstacles for stronger sponsorship sales? ReviVail What happened to the name "Fall Into Vail"? Tab O Session m ,... m?_ ..._ Page 4 What other major sponsorships have been added this year from last? Lost? What is the break out for the Session from the other events in the budget? Ski Classic How old is the classic? How much access will the public have to this event? What is the break out for funding in the budget? Tab P Teva Games How much bigger can the games get? Is there a point of diminishing return? Sponsorship revenues are going up almost $65,000 and the CSE request is increasing over last years contribution - what are we getting for this increase? Tab R Vail Film Festival What if any changes are being made to the ADVERTISING component in general and specifically on the Front Range? Tab R Street Entertainment No questions. Pam.`Brandmeyer -please print for Sybil'Navas Pig-6-6 Tab S Taste of Vail Why did you use Beaver Creek tents during last year's event? Why doesn't the restaurant association run this event? How much happens in town vs. on top of the mountain? CSE Funding Questions General question for all returning events: What's new? General events for all new events: Why Vail? If we do not fund it will it happen? Tab B Duck Race What has changed since the last request? Tab C Armed Forces Week The marketing plan listed in the proposal is vague. What is the specific media plan? Tab D Harvest Festival Who is the coordinator listed in the budget? What is covered by "Operating" in the budget? What Front Range publications are planned? Holiday Spirit What are the local and national publications being used for advertising? Art and Wine Faire Who is the management listed in the budget? Farmers' Market This event has been run for three years w/o TOV funding - why now? Was the Daily a sponsor in the past? Who is the management listed in the budget? Why is the sponsorship level projected to be flat if the event is growing? Tab E Jazz at the Market Is this request duplicated by the Meadow Drive group and if not, why doesn't the Meadow Drive group fund it? Washington Prep No questions. Tab F America Days Is there any Front Range publicity? How is the LMD supporting the event? Does the VRD charge for use of the fields? VVF for the amphitheater? Arts Fest What are the location/date changes from previous years? Is the reverse passport (visit so many booths to get an incentive from a local shop) being used? Holidays in Vail Is there a component the get their decorations up earlier and how does it work? Tab G Convergence Festival Why Vail? Has the VRD been contacted about using the course? Are there major sponsors already involved? Who are the national media sponsors? Tab H.Lacrosse Have you secured the services of a sales firm for sponsorships? Tab 13 v 3 Who is included in the Rocky Mountain Region? How many cities were part of the 2005 series? Why is the profit per event dropping from $17,500 to 1,300? Tab J Mt. Marathon No questions. Tab K Skateboarding No questions. Tab L Triathlon No questions. Tab M KOV What are we getting for the extra $2500 over what we paid last year? Tab N Spring Back What do we get for the additional $60,000 over last year? GoG Why is the request for twice what we contributed in 2005? Oktoberfest What are the obstacles for stronger sponsorship sales? ReviVail What happened to the name "Fall Into Vail"? Tab O Session What other major sponsorships have been added this year from last? Lost? What is the break out for the Session from the other events in the budget? Ski Classic How old is the classic? How much access will the public have to this event? What is the break out for funding in the budget? Tab P Teva Games How much bigger can the games get? Is there a point of diminishing return? Sponsorship revenues are going up almost $65,000 and the CSE request is increasing over last years contribution - what are we getting for this increase? Tab R Vail Film Festival What if any changes are being made to the ADVERTISING component in general and specifically on the Front Range? Tab R Street Entertainment No questions. Tab S Taste of Vail Why did you use Beaver Creek tents during last year's event? Why doesn't the restaurant association run this event? How much happens in town vs. on top of the mountain? LM Lntraditional marketing Commission on Special Events c/o Sybill Navas Town of Vail 75 South Frontage Road Vail, CO., 81658 The following is a co-proposal with Untraditional Marketing and Business Marketing Consulting Services for conducting the Special Event research for to 2006 event season. Background: The Commission on Special Events ("CSE") evaluates, selects and sponsors special events that are held to attract visitors and generate incremental business for the Town of Vail during the skiing off-season. The special events underwritten by the CSE are of four types: Cultural, Participatory, Ambient and Anchor events. During the past few years, the CSE has commissioned research to evaluate the special events it underwrites. The research has provided a good base of information regarding individual events and each one's financial contribution to the Town of Vail. However, an in-depth analysis of events by type -has not been conducted. At this time, some questions have arisen as to what type of events the CSE should underwrite, how the contribution of these events should be measured and how the variety of events can be managed as a "portfolio." Consequently, more in-depth research is warranted. Purpose: The purpose of the 2006 research is to develop information to evaluate special events by type: Cultural, Participatory,, Ambient and Anchor. This information will enable the CSE to manage the events it sponsors as a "portfolio" and enhance its ability to set its strategic direction and plan by type of event as opposed to by individual event. Goals and Objectives: The goals of the 2006, research are to determine the key variables for evaluating events and help establish the strategic direction for the CSE. The specific objectives of the 2006 research are to develop the following information by type of special event as opposed to individual special event: 1. Distribution of attendees by type (Locals, CO Day, CO Overnight, Out-of State) 2. Reason for attending the event. 3. Type of activities engaged in while attending. 4. Expenditures by type on a per attendee basis. 5. Intentions to return to Vail for the event or for another reason. 6. Event characteristics that most impact their impression of Vail and intention to return. PO Box 1430, Vail, CO 81658 970.926.4799 www.untraditional.com LfT1 Lntraditional marketing Methodology: The research will be conducted through the use of in-person intercept interviews at eight special events, two in each of the four event categories: Cultural, Participatory, Ambient and Anchor events. A total of 150 interviews will be conducted at each special event to yield a total of 300 interviews for each type of event. Interviews will be conducted during the event with attendees who appear to be 21 years of age or older. The questionnaire will be one legal sized page in length, printed in 10-12 point font and be administered via paper and pencil. The questionnaires will be coded and keyed for tabulation via SPSS (Statistical Package for the Social Sciences). Data for the two events in each event category will be combined to provide statistics for each type of event. Data for individual events shall not be provided unless requested as a supplemental project. Timing: The first draft of the final report shall be completed within two weeks of the close of the last event and the final report within one additional week. Costs: The total costs for the project, including study and questionnaire design, interviewing (150 per event), data tabulation, analysis and final report is $24,000. PO Box 1430, Vail, CO 81658 970.926.4799 www.untraditional.com EVENT MARKET RESEARCH VAIL COMMISSION ON SPECIAL EVENTS EVENT FUNDING APPLICATION Please print or type all information ? EVENT: Event Market Research ? PROPOSED DATE(S): To be conducted during the Spring and Summer ? AMOUNT OF CASH FUNDING REQUESTED: $24,000 • PRODUCING ENTITY: Untraditional Marketing President or Executive Director's Name: _Joel Heath Name and Title of Person Completing the Application: Joe Blair Address: PO Box 1430, Vail, CO., 81658 Telephone: 970-926-4799 FAX: 970-926-4779 WEBSITE: www.untraditional.com E-Mail Address: blairauntraditional.com Organization's tax status: For Profit XX Non-Profit* Not-for-Profit* Non-Profit (501C-3), or Not-for-Profit (501C-6) organizations, please attach current State Department of Revenue Certificate with this application. Tax payer ID# o Does the Event benefit a charity? Yes No XX_ o If yes, please name the beneficiary: Mission Statement: _ Our Soul mission is to create emotional connections between our clients and their customers in dynamic environments. We utilize promotional, sponsorship, event, cause and partnership marketing to build emotional branding platform that creates loyalty beyond reason. Number of years your organization has been in business: 4 • Brief Description of the Event: The pumose of the 2006 research is to develop information to evaluate special events by type: Cultural, Participatorv, Ambient and Anchor. This information will enable the CSE to manage the events it sponsors as a "portfolio" and enhance its ability to set its strategic direction and plan by tvae of event as opposed to by individual event. • Describe where event will be located within the Town of Vail: Surveys will be conduced at events throughout the Spring and Summer months. TOV/CSE 2005 Application for Funds • Will any portion of the event take place outside of the Town of Vail? Yes XX No If yes, please explain: • Please describe briefly how you will use the funds that you are requesting from the CSE: • Will additional in-kind services be required from the Town of Vail? Yes , No XX 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. • Is this a: New event Existing event _XX Number of years in existence 2 Location(s) of event in previous years: The Town of Vail • Number of participants (athletes, artists, exhibitors, etc.) anticipated _150 survevs will be taken at each event. Number of volunteers needed Number of event staff 2 Total Number of spectators anticipated Local % In-state (non-local) % Out of State- % • If possible, would you intend to host the event in Vail beyond 2005? Yes XX No If yes, for how many years beyond 2005? _Manv • Do you anticipate requesting funding from the CSE next year? Yes XX No If yes, in what amount? -Same 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 TOV/CSE -2- 2005 Application for Funds ¦ Board of Directors and positions 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 '/Z x 11 size) OF THE COMPLETED APPLICATION AND REQUIRED ATTACHMENTS 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: Event Market Research PROPOSED DATES: Spring and Summer months Funding in the amount of Subject to the following conditions: was approved by the CSE on (date) Signature: CSE Coordinator Signature: Applicant 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. TOWSE -3 - 2005 Application for Funds .1 2005 Town of Vail - CSE Event Intercept Research Purpose of Study • Give the Town of Vail CSE a comparative analysis of the events. • Determine estimated guest expenditures at events • Identify event attendee demographics 1 Methodology • Random in-person "intercept" interviews were conducted at eight (8) special events in 2005 • Events surveyed - Vail Film Festival - Spring Back to Vail - Teva Mountain Games - Vail Arts Festival - The Graze at Vail - Got Milk? 3 v 3.Soccer Tournament - Lacrosse Shootout in Vail - Ski Classic VISITOR PROFILE 2 Source of Attendees 809 (m? 00% ' 50% (LL/C]J7 40% kQ 30% l 20% L 10% la ago Day ago 'Ight Vlsi[or f-st State 0% F11- Teva The .otter Lacrosse Arts Skl Fostival .pgng Grace Classic Back EVENT Where event attendees come from is dependent upon the type of event as evidenced by the percentage of Colorado Overnight guests at regional participatory events like Soccer and Lacrosse versus festival events like Film, Spring Back and Teva which have a strong likelihood of attracting locals. Type of Visitor s ox zo: L ox Fllm Feat Sprirg Back EVENT Across all events, 73% of (non-local) attendees were overnight guests. 3 T.- Tt G- Soccer Lecmaae Art Skl 0-i. Colorado vs. Destination Guests 90% r? "0% 70% 80% 50% FF? 40% - Z 30% (LLI¢yJl 20% a 10% 0% F? ? Ca brado ¦ Outof-State / Imer"IonaiI EVENT On average, 62% of event attendees are from Colorado Staying in the Vail Valley 7 s0% iTm7S 70% 60% 50% 40% k so% Film On average, 66% of overnight guests are staying in Vail 4 W Spring Teva The Soccer Lacrosse Arts Ski Back Graze Classic EVENT Number of Nights Staying 709'. 60% 50% - h 40% l7 30% 20% - S L 10% 0% 1-2 3-5 6-7 6-10 10+ NUMBER OF NIGHTS STAYING . Film Festlval • Spnrg Beck n Teva ? The Gnue ¦ Soccer v Lacrosse ¦Arlt ? Ski Classic The majority of respondents said they were staying 1 - 5 nights. # of Nights Staying by Event 70% 60% n[]] 50% L 40% - 30% - 20% - 10% 0% ., 2 .3-5 06-7 r oe-10 .10* Th. Gra.e Soccer Lacrosse Arts Ski Classic EVENT The Arts and Film events show a tendency for respondents to be staying for more nights than the other events, probably because these two events are longer. 5 Min, Spring Teva Fes1Na1 Back Type of Overnight Housing 90% 80%. C 70% - 611,11: 50% V 40% ?I 30% - Le]! 20% 10% - 0% Paid Lodging Hotel/Condo 11h[ UA i i.r ntli Rnintive' Second Homo i Film Festival Spring Back o To- Th. Grato ¦ Soccer 0 Lacrosso N Arts 0 Ski Classic ?_L9! Ifs Timeshare Other TYPE OF HOUSING The majority of respondents were staying in paid hotels and condos. Income - by Level 60% 50% ? Film Fast 40% , B Spring Back ¦ Teva 30 % The Graze ® Soccer i Lacrosse 20% r _ ¦Arts ? Ski Classic ` 10% IIIr - - k- 0% .L 0- $24,999 $25,000 - $50.0()O_ ... .i I>i I - 1100,000- $150,000- $2001, and 49,999 74,999 r-,9- 149,999 199,999 Over Income Level Note the concentration of incomes in the two categories covering $75,000 to $149,999 / year. 6 Income - by Event 60% 50% 40% 30% 20% 10% 0% 00-$24,999 M $25,000 - 49,999 ' ¦ $50,000 - 74,999 - O S75,000 - 99,999 ¦ $100.000 - 149,999 0 $150,000 - 199,999 M $200k end Over Film spring Teva The SOre., Lacrosse Arts Ski Fast. Back Graze Classic EVENT Note the concentration of higher incomes for the Soccer, Lacrosse, Ski Classic and Arts events. Age - by Age Group r0% 50% 40% ? Film Fest. Spring Back ¦ Teva ¦ The Grew 30% ¦ Soccer D Lacro- -- •Arta 20% a - ? S" Classic S L 1 0% 0% Under25 25-34 35-44 45-54 55-84 658 Over AGE OF RESPONDENTS The primary age groups for attending events appear to be 25-34 and 35-44. 7 Age - by Event 60% , 50% 40% 30% 20% L EVENTS s under 25 ¦ 25-34 • 35-44 ? 45-54 ¦ 55$4 m 65 & Over The events on the left appear to have younger audiences while those to the right have older audiences, an observation worth noting. Average Age per Event 50 45 40 36 330 25 20 - Q 15 10 5 O Film Fes" Spring Teva The Graze Soccer Lacrosse Arts SW t;-.. Back EVENT The average age for events shows an interesting spread which appears related to the type of event and who it is really for., e.g., Spring Back vs. Soccer J 8 Film Feet Spring Teva The Grew Soceer Lacrosse AAe ClSki Back msic VISITOR ACTIVITIES Travel to Vail Just for the Event? ri 70% asx L iJl ei x ? eo% - sax 5p9b asx IL .anx 37 y 30% - 20% 10% O% - F-F-L Spnn9Bxk T- L.3crosse Arlo eox aox SM Clasen 87% e7% x ? Tha Gram Soccer EVENT On average, 62% of people attending events came to Vail just for the event 9 Attended this Event in the Past? 1001, 9010 66% 70'" 3 L ! O 60;6 -- CY 50%--- -? 40% - -' r? } 30% - 3Y I 20% - L 10% 0% Film Fast. Spring Teva Back EVENTS ? Ves ¦ No An average of 41 % said they attended "the event" in the past Other Activities by Event 100% . 90% - j r 70% ? aJ N 60% - 50% ? F 40% } 30% 20% a 10% 0% Film Fast. Sprirg Back EVENTS ,Cu um Concerts ? Physical a Shopping , Golf The main "Other Activities" for respondents while at an Event were Physical activities (70%) and Shopping (61%) [orange and yellow] 10 The Graze Soccer Lacrosse All. Ski Classic Teva The Graze Soccer Lacrosse Arts Ski Classic Other Activities by Type 100% 110% . 70% 60% II1000Q!!! 50% - 40% 1] 30% 5{ 20% LL 10%- 0% t FlI- Fesl. ¦ Spring Back oTZ ¦ The Graze a Soccer ? LaCM Se ¦ Arts ? Ski Classic The main "Other Activities" for respondents while at an Event were Physical activities (70%) and Shopping (61 %) Drinks, Dinner, Shopping save yy? Bn% •{ snub LL cove . V? aow ?_.. ?.. -unro each ro?a ¦ onrv?s o Uinl p ¦ sroWo e uncenain An indication of positive economic impact was that 76% of attendees planned to spend money dining, drinking or shopping while at an event 11 Culture Concerts Physical Shopping Golf ACTIVITIES T- soccer r-sa ^1•. EVENT Positive Feelings about Vail Ski clasalc Arta 1. Lacrosse 7 Soeeer [SpL The G-a T.- Spnng Back Film Feat. 0 Very PositWe (Score 9 or 10) ¦ Po><nWo (Score 7 or 8) Y NeutraMe9atWe (Score I - 6) Some 95% of respondents overall rated their Vail experience positive with the Soccer and Lacrosse events showing the lowest Very Positive scores. EXPENDITURES BY VISITORS WHO CAME JUST FOR THE EVENT i.e. "INCREMENTAL BUSINESS" 12 20% 40% 60% 80% 100% PERCENT OF RESPONDENTS Average Total $ Spent S450 $400 $350 3300 3250 5200 I(rFF??^ 5750 03 $100 Q $50 $0 $39B $379 The average total expenditures per event was $285 versus $241 in 2004. Expenditures per Event by Type $180 $160 $140 $,20 aACCO motlatfons $100 0 Food & 11avara0a Shopp,n9 $00 ¦ Recmatlon ¦ Transoo"tion $60 $40 $20 $0 Film Spring Teva The L._ Soccer Aril Sk1 Festival Back Graze Classic EVENT Multi-day events that draw financially upscale attendees at,.- to have greater financial impact on Vail because of the higher amounts spent on ac,-......odations and food & beverages. 13 Film Spring Teva The Lacrosse Soccer Arts Ski Average Festival Back Graze Classic EVENT $ Spent on Lodging $140 $120 sl- $100 $00$60Q 1to $40 $20 $0 -122 Note: A large _., _..tage of Ski Classic attendees reported little housing ,. ..,_, because it was paid for by so...:..... else or living in a second home $ Spent on Food & Beverages $100 $100 $159 $161 $14 $149 U $140 Z Z $120 $100 $105 Z $100 - I1 O F $130 N $60 f47 f44 J .. $92 4I N $40 - $20 $o Film Spring T.- Tha Lacroasa So-, Art. Ski A-go Fas6val Back G- Classic EVENT *Note: A large percentage of Ski Classic attendees reported little F&B expense, because it was paid for by someone else or included with their - I...... als 14 Film Spnrg 1'e va The Graze Lacrosse Soccer Aft Ski AVera0e Festival Back Classic EVENT Average $ Spent Shopping $100 190 1ao 170 ? $eg 130 140 - 1n 130 - 44 120 110 so 197 Film Spring T.- The Lacrosse Soccer Arta Ski Average Festival Back Graze Claeale EVENT The average expenditure on Shopping was $66 in 2005 compared to $56 In 2004 Average $ Spent on Recreation 160 :33 $50 Z $ao $37 yyQQOf?? 130 IIlxXLI 5? 120 1191 521 120 }$f Q 110 112 ? -_ Ise I...-, F$71 s0 _ ] Film Spring Teva The Lacrosse Soccer Arta Ski Average FeslWal Back Graze Classic EVENTS 15 $ Spent on Transportation $30 $28 $25 $20 W $15 $10 Q $5 $0 EVENT FINANCIAL IMPACT 16 Film Spnng T- The Graze Lacrosse Soccer Arts Skl Classic Average Festival Beck Event Financial Impact Data Assumptions Event Attendance TOV Funding Promoter est. Film Festival 2,000 $60,000 Spring Back 45,000 $40,000 Teva 12,000 $65,000 The Graze 3,000 $20,000 Soccer 4,000 $25,000 Lacrosse 12,000 $ 8,000 Arts Festival 2,500 $15,000 Ski Classic 3,000 $20,000 Event Financial Impact Sample Description Amount Event Attendance of XYZ Event 4,000 Day Guests (13%) 520 ' Colorado Overnight Guests (62%) 2,480 Out-of-State Overnight Guest (24%) 960 Percentage that came to Vail specifically for the event 69% Expenditure for Day Guests $ 16 Expenditure for Colorado Overnight Guests $ 162 Expenditure for Out-of-State Guests $ 267 Incremental Town of Vail Impact $459,816 CSE Investment $ 25,000 Town-Wide Revenue per $ of CSE Investment (ROI) $ 18.39 Sales Tax per $ of CSE Investment (ROI) $ .83 17 Event Financial Impact* Event Incremental Town-Wide TOV Sales Tax Spending ROI ROI Film Festival $819,498- $13.66/ $ 0.61/ $1,843,871 $30.73 $ 1.38 Spring Back $9,790,853- $ 244.77/ $ 11.01/ $33,071,324 $826.78 $ 37.21 Teva $2,645,370 $ 40.70 $ 1.83 The Graze $161,330 $8.07 $ 0.36 Soccer $580,603 $ 23.22 $ 1.05 Lacrosse $2,553,138 $319.14 $ 14.36 Ski Classic $325,782 $16.29 $ 0.73 Arts Festival $146,243 $ 9.75 $ 0.44 * Based on promoter attendance estimates CSE Return on Investment Incremental Spending Town -Wide ROI Sales Tax ROI Events* $17,022,817 $66.45 $2.99 * Based on promoter attendance numbers 18