HomeMy WebLinkAbout15. Vail Arts Festival_10-01-2020Events RFP 18/19/20/21: Vail Arts Festival
EVENT & APPLICANT OVERVIEW
0. Email contact
laurie@vailartsfestival.com
1. What is the name of your event/program?
Vail Arts Festival
2. Please select the event category for your RFP.
Community, Recreation & Cultural (CRC)
3. Is this a new event or program?
No
3a. How much was your event or program funded in 2020?
$8,000
4. Are you a first time submitter for the Town of Vail Commission on Special Events funding program?
No
5. Amount of 2021 funding requested
$10,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
06/17/2021
7. Proposed Event/Program End Date
06/20/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
06/18
06/19
06/20
8. Are your event/program dates set or could they changed?
Event dates cannot be changed
9. Name of person completing the application
Laurie Asmussen
9a. Title of person completing the application
Owner, Eagle Valley Events, Inc.
10. Provide name of person or entity to whom the funding check will be cut.
Eagle Valley Events, Inc.
11. Mailing Address Street
PO Box 115
12. City
Eagle
13. State
Colorado
14. Zip Code
81631
15. Telephone number
970-376-3756
16. Email address
laurie@vailartsfestival.com
17. Event/program and/or organization website
vailartsfestival.com
18. Number of years organization has been in business
22
19. Organization's Mission Statement
The Vail Arts Festival welcomes guests of all ages to enjoy, view and purchase original works of art from artists from throughout
the United States in the picturesque Lionshead Mall. Our goal is to jury up to 65 artists, depending on our approved layout. We
will invite the best artists from our pool of applicants throughout the country to display their original art over the three-day show.
20. Organization's Tax Status
For Profit
21. If applicable, please attach current State Department of Revenue Certificate with this application.
CERT_GS_D.pdf
22. Does the event or program benefit a charity or organization?
Yes
22a. Please name and describe the beneficiary
TBD - We would like to partner with a local non-profit for two reasons:
1) We would like to invite members of the non-profit to offer additional programming to the Festival, along with getting their
message out as well as to raise funds for their organization
2) We would like to recruit sponsors who would support the non-profit's cause and also support the Festival and the non-profit
partnership
EVENT DESCRIPTION
1. Is this a new or existing event/program in Vail?
Existing
1a. How many years has the event or program been produced in Vail?
36
1b. Please describe the location(s) of the event or program in previous years.
Lionshead Mall and Arrabelle at Vail Square
2. Please provide a detailed description of the event/program and its activities.
Applications are open for over four months to independent artists from across the country are invited to apply to exhibit in the
annual Festival. Artist displays are placed throughout Lionshead Mall and in Arrabelle at Vail Square. Restaurant and retail
specials as well as street entertainers, children's interactive art activities and retail participation are all part of the Festival
weekend.
3. Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have
contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary
venues.
Lionshead Mall and Arrabelle at Vail Square
4. Do you plan to use Vail Recreation District Facilities?
No
5. If any of the event/program takes place outside of the Town of Vail, please explain where the event will take
place and why.
N/A
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
Purchase carbon credits or offsets, Use of recyclable materials - banners, paper, etc., Ban use of plastic bags, Remind guests to
bring re-usable bags and water bottles, Encourage use of bicycles, buses, shuttles, carpools, walking or public transit to event,
Enforce no idling policy for staff and guests, Recycling required in all areas of event, Wastewater will be properly disposed of, Use
eco-friendly serving utensils (compostable or recyclable), Ban styrofoam, not allowed within town limits, Provide water bottle
filling stations, Provide secure bike parking area, Partner with a upcycler or hard to recycle vendor for re-use of event materials
(Terra-Cycle, Green Guru, Gillibags, etc)
2. Please describe your commitment to environmental sustainability and detail measures that will be taken during
your event to ensure minimal environmental impact and sustainable best practices.
Our team will work to ensure recycling in all areas of the event, including requiring vendors to participate in all stages of recycling
program. No plastic bags or styrofoam will be allowed within the Festival site. Staff will be on hand to ensure compliance among
all vendors.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
65
2. Number of volunteers needed
6
3. Number of event/program staff
15
4. Estimate of total number of spectators/attendees anticipated
9,500
SCORECARD CRITERIA QUESTIONS
1. Estimate the number of destination guests from within Colorado, with a focus on the Front Range that your
event/program will bring to Vail
5,000
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
3,000
3. Estimate the number of international guests your event/program will bring to Vail
1,500
4. How will your event/program increase sales tax in Vail?
By bringing in 65 artists who are also guests staying in properties in Town, dining in local restaurants and selling original art. All
sales tax forms are collected on the last day of the event. The amount of sales tax collected from the three-day Festival is
roughly $5,000. Total estimated economic impact to the Town as a result of the Festival is $1.3M.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
The Vail Arts Festival was established in the Lionshead area years ago to promote vitality and a positive guest experience while
visiting the Vail area. By producing a quality, welcoming event, the Vail Arts Festival contributes to the vitality of the community.
Average age of Vail Arts Festival visitors are 47.4 with 39% attending with their family. Most VAF survey respondents enjoy
hiking, mountain biking and swimming during the summer months. A majority of respondents enjoy viewing art.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
The Vail Arts Festival strives to invite quality, dynamic artists in a creative mixture of disciplines to enhance the guest experience
while visiting Vail. Our goal is to invite interesting artists selling quality art in an outdoor setting.
7. CRC - Event Timing: How is it the right event/program at the right time?
The Vail Arts Festival works closely with the Arrabelle at Vail Square to schedule the Festival during times of need in the
Lionshead area to bring vitality into Lionshead, contributing to a positive kickoff to summer.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
The Arts Festival will promote our interactive activities and interesting artists to increase the number of guests visiting the
Festival. Survey data indicates that 20% of the Arts Festival guests are local community members. By working with hotel
concierge and front desk staff, we will promote the Festival to visitors over the Arts Festival weekend.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
By reviewing our survey data, we are able to determine what visitors to the Festival would like to see added. We are continually
searching for fresh displays and interactive art exhibits that fit into our budget to add to the Festival.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
We will consult a group of art enthusiasts who will assist us in locating fresh, new exhibits and content to incorporate into the
Festival, based on budget.
11. CRC - Marketing Strength: What is the marketing reach for the event/program? You will be asked more
marketing questions in a future section. (Reach refers to the total number of different people or households
exposed, at least once, to a medium during a given period.)
According to our survey data, 6,300 guests heard about the Festival through our Marketing efforts. We will evaluate the best
methods to get our message out to as many visitors and residents as possible, as our budget allows.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
Our team is seeking a local non-profit who would like to be associated with our Festival in order to offer a higher-quality program
and improve our ability to attract sponsors for the Festival.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
Eagle Valley Events, Inc. has 22 years of experience producing public Festivals and private events in Eagle County and
surrounding communities. Many of our staff members have experience in event operations and are knowledgable and
enthusiastic about Vail. We work diligently to ensure our events meet the standards of the Town of Vail event permit process.
We will work collaboratively with Town officials to create the best site layout to ensure the safety of our guests, artists and
business community. We are open and willing to make the necessary adjustments within our budget to improve our operation.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
We are prepared to change course, under Town of Vail and Eagle County health department directives, to present the safest
Festival possible. We will implement safety guidelines under which to operate and will seek approval from Town officials to create
a better site layout to adapt to the changing times and any potential hurdles we may face. If postponement is required, we will
do our best to choose a later date within the year to possibly move the Festival and will work closely with the Town of Vail Events
Director to do so.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
1,418
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$132
Example: Increased spend by attendees in restaurants, shops, lodging or activities.
3. Potential benefits to the Town of Vail - What estimated return on investment (ROI) in dollars should the Town of
Vail expect?
$586,476
ROI in this case refers to for each dollar the event/program is funded, how many dollars will be received by the Town of Vail from event impact.)
Example: Estimated ROI - Formula: # of attendees x total average spending = $ (2000 attendees) x ($240 daily spend ) = $480,000
4. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a
description of how you will track the number of lodging nights generated. REMINDER: Per the CSE funding
agreement, the event producer is REQUIRED to direct attendees to book in Town of Vail hotels and lodges.
All invited artists will receive lodging information that includes hotels and lodges only located within Vail. All advertising will
direct guests to the Vail Arts Festival website which also includes Vail lodging information. Lodging numbers will be tracked via
our event survey, conducted each year.
BUDGET
Using the provided budget template, provide a detailed estimated event/program budget, including anticipated revenues and expenses.
1. Describe how you will use the funds requested from the CSE.
All funds received from the CSE will be used to contract interactive art displays that will enhance the guest experience for visitors
to the Vail Arts Festival. Additional funds will help offset the costs of street entertainment, additional advertising via social media
and on-site signage for guest wayfinding.
2. Please upload the provided complete event/program budget template here.
2021 Vail Arts Festival RFP Event Budget FINAL.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
25
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
We will look at adjusting our budget to do our best to still offer Festival entertainment and interactive art displays.
5. Should the CSE decide not to support this event/program at all, will it still occur?
Yes
6.What dollar amount of the total event/program revenue do you expect the event itself to generate? (ticket sales,
merchandise, food and alcohol sales, etc.)
30,000
7. Do you intend to host the event or program in Vail beyond 2021?
Yes
7a. How many years beyond 2021?
4+
7b. Do you anticipate requesting funding from the CSE for 2022?
Yes
MARKETING
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
2021 Vail Arts Festival Marketing Plan.docx
1. Objectives: What are you trying to accomplish through your marketing efforts?
- Increase attendance at the Festival
- Increase retail and restaurant sales within Lionshead
- Increase knowledge of the Vail Arts Festival and increased economic impact of the Festival
2. Strategy: How will you meet your objectives?
- Improve social media marketing and create buzz regarding Festival artists
- Quality ad design
- Targeted advertising and social media ad placement
3. Audience: Who is your audience? (You may choose more than one.)
First time visitors, Returning guests, Primary and Second Homeowners, Local residents
4. Activation: Detail in town/in village activation opportunities to promote your event or program. (Definition of
Activation: Create an expanded presence throughout the community and stimulate the participation of the
merchants, restaurants, bars and lodges.)
In addition to printed promotional items, we would like to incorporate artist demonstrations in various Lionshead retail and
restaurant locations leading up to and during the Festival weekend.
Invite and encourage Lionshead restaurant owners to offer Festival specials including artistic cocktails, patio specials,
entertainment incorporated into their Arts Festival weekend specials.
5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than
one.)
Print - Local, Print - Regional, Editorial, Radio, Online Event Listings, Media Plan/Public Relations, Grassroots, Facebook, Instagram,
Twitter, Posters, Rack Cards, Flyers, Signage – Banners, etc, Co-promotions, Partnerships, Local Vail Businesses, Concierge Visits
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Laurie Asmussen
6b. Telephone Number
970-376-3756
6c. Email Address
laurie@vailartsfestival.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$4,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$0
2. Please list your confirmed sponsors or partners.
TBD
3. Please explain the potential for additional sponsorships or partners.
We believe there are many non-profit organizations located in Eagle County that would be interested in partnering with a local
event that has a need for additional volunteers and local involvement. By inviting a local non-profit partner to participate in an
area of the Festival, we will approach sponsors to support that organization. We are excited to begin speaking with local groups
that could use our help in getting their message out, raising funds and enhancing our Festival along the way.
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
2021 VAF Sponsorship proposal.docx
REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL
This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other
requests will be accepted.
Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero
Hero,etc.
1. Do you need facility rental relief?
No
ADDITIONAL INFORMATION
Are there any questions you have for the CSE or other things you'd like to share with the board that are not
included in the application?
REQUIRED ATTACHMENTS
2020 Event Recap
2019 Vail Arts Festival Event Recap.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
2021 VAF Org Roster.docx
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2019 VAF Artist Booths & Map 2019-handout-press copy 2.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2019 VAF-Commemorative-Poster[1] copy 2.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2019 VAF promo poster.pdf
RFP QUESTIONS AND KEY MEETING DATES
We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be
scheduled over email as well.
Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com
Friday, August 30: Submitted questions and answers will be emailed to applicants.
Wednesday, October 2: Regular CSE Meeting, Recaps will be presented
Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting.
Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting.
Tuesday, November 5: The Town Council will review the CSE funding allocations.
Wednesday, November 6: Regular CSE Meeting
Thursday, November 7: Applicants will be notified of their preliminary funding allocations.
Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding
decisions.
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Linked Contact
Laurie Asmussen
Number
Events RFP 18/19/20/21: File Attachments
21. If applicable, please attach current State Department of Revenue Certificate with this application.
CERT_GS_D.pdf
2. Please upload the provided complete event/program budget template here.
2021 Vail Arts Festival RFP Event Budget FINAL.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
2021 Vail Arts Festival Marketing Plan.docx
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
2021 VAF Sponsorship proposal.docx
2020 Event Recap
2019 Vail Arts Festival Event Recap.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
2021 VAF Org Roster.docx
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2019 VAF Artist Booths & Map 2019-handout-press copy 2.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2019 VAF-Commemorative-Poster[1] copy 2.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
2019 VAF promo poster.pdf
OFFICE OF THE SECRETARY OF STATE
OF THE STATE OF COLORADO
CERTIFICATE OF FACT OF GOOD STANDING
I, Jena Griswold , as the Secretary of State of the State of Colorado, hereby certify that, according to the
records of this office,
is a
formed or registered on under the law of Colorado, has complied with all applicable
requirements of this office, and is in good standing with this office. This entity has been assigned entity
identification number .
This certificate reflects facts established or disclosed by documents delivered to this office on paper through
that have been posted, and by documents delivered to this office electronically through
@ .
I have affixed hereto the Great Seal of the State of Colorado and duly generated, executed, and issued this
official certificate at Denver, Colorado on @ in accordance with applicable law.
This certificate is assigned Confirmation Number .
*********************************************End of Certificate*******************************************
Notice: A certificate issued electronically from the Colorado Secretary of State’s Web site is fully and immediately valid and effective.
However, as an option, the issuance and validity of a certificate obtained electronically may be established by visiting the Validate a
Certificate page of the Secretary of State’s Web site, http://www.sos.state.co.us/biz/CertificateSearchCriteria.do entering the certificate’s
confirmation number displayed on the certificate, and following the instructions displayed. Confirming the issuance of a certificate is merely
optional and is not necessary to the valid and effective issuance of a certificate. For more information, visit our Web site, http://
www.sos.state.co.us/ click “Businesses, trademarks, trade names” and select “Frequently Asked Questions.”
EAGLE VALLEY EVENTS, INC.
Corporation
19981165564
09/22/2020
09/23/2020 16:51:47
09/23/2020 16:51:47
12616176
09/14/1998
Expenses
Program Budget for 2021 Vail Arts Festival
> Expenses
Estimated Actual
Total Expenses $39,800.00 $0.00
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Rental fees $0.00 Social food + Beverage $0.00
Insurance $1,580.00 Non-social food + Bevera $0.00
Sound/AV $800.00 <insert Other>$0.00
Construction or Equipment $0.00 <insert Other>$0.00
Trash/Composting $0.00 Total $0.00 $0.00
Utilities $0.00
Labor $7,800.00 Program/Lodging Estimated Actual
Traffic Control $0.00 Street Entertainment $1,200.00
Banners - Printing & $1,200.00 Speakers $0.00
Signage $800.00 Travel $0.00
Security-overnight $2,800.00 Hotel-volunteers $2,500.00
Interactive Art Displays $3,000.00 Children's Activities prog $1,200.00
<insert Other>$0.00 Hotel-Art Displays $1,020.00
<insert Other>$0.00 $0.00
<insert Other>$0.00 <insert Other>$0.00
Total $17,980.00 $0.00 Total $5,920.00 $0.00
Marketing Estimated Actual Prizes Estimated Actual
Advertising - Radio Local, Front Ran $400.00 Prizes $0.00
Advertising - Print $3,500.00 Cash Purse $0.00
Advertising - Digital $800.00 Total $0.00 $0.00
Public Relations $500.00
Sales Team Expenses $0.00
Media TV, Production & Distribution $0.00
Expenses
Graphic Design $1,800.00
Website $1,200.00
Collateral Materials $1,450.00
Printing-Comm. Poster $1,250.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $10,900.00 $0.00
Marketing Estimated Actual
Telephone/Internet $0.00
Photography $350.00
Transportation $0.00
Permit Fees $1,000.00
Postage/Shipping $0.00
In Kind Trades $0.00
Supplies-Office or Other $400.00
Demographic Survey $2,800.00
Sales Tax $450.00
<insert Other>
<insert Other>$0.00
<insert Other>$0.00
Total $5,000.00 $0.00
Income
Program Budget for 2021 Vail Arts Festival
> Income
Estimated Actual
Total Income $42,400.00 $0.00
Tickets/Admissions
Estimated Actual Estimated Actual
$0.00
0 Children @ $0.00 $0.00
0 Other @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Programs/Advertising
Estimated Actual Estimated Actual
0 Covers @ $0.00 $0.00
0 Half-pages @ $0.00 $0.00
0 Quarter-pages @ $0.00 $0.00
0 Double Truck @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Exhibitors/vendors
Estimated Actual Estimated Actual
62 Artist booths @ $450.00 $27,900.00
1 Merchandise sales $500.00 $500.00
$0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
<Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
Income
$28,400.00 $0.00
Revenue from other items
Estimated Actual Estimated Actual
4 Cash Sponsorships @ $1,000.00 $4,000.00
0 In Kind Sponsorships @ $0.00 $0.00
0 Donations @ $0.00 $0.00
1 CSE Funding @ $10,000.00 $10,000.00
0 Grants @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$14,000.00 $0.00
Summary
Program Budget for 2021 Vail Arts Festival
> Profit - Loss Summary
Estimated Actual
Total income $42,400.00 $0.00
Total expenses $39,800.00 $0.00
Total profit (or loss)$2,600.00 $0.00
Estimated Actual
$0.00
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$30,000.00
$35,000.00
$40,000.00
$45,000.00
Total income
Total expenses
2021 Vail Arts Festival
Marketing Plan
Collateral:
Commemorative Festival Poster $1,250
Promotional Poster 350
Event postcards 300
West Vail Roundabout banners 500
Lionshead Street banner 1,200
Site promotional banners 500
Way finding/on-site signage 750
Newspaper advertising: $2,400
Vail Daily print ads: 1/3-page, ½-page and Full Page Begin May 25, 2021
Frequency: 3-4 days per week/3 weeks prior to event
Festival double-truck site map and artist promotion Pullout section June 18, 2021
Digital/Social Media Advertising: $ 800
Vail Daily Digital Ads, Search Retargeting & Site Retargeting ads focused on
Denver/Front Range and Boulder areas Begin May 1, 2021
Web skins – Vail Daily on targeted dates Begin June 1, 2021
Facebook and Instagram advertising Begin May 1, 2021
Online calendar listings (both local and Denver) Spring 2021
Facebook posts during event featuring artists and imagery Spring 2021
Public Relations: $1,000
Press Release distribution via PR Newswire & Journalist Service in Denver Market Spring 2021
Feature stories pitched to various Front Range outlets Spring 2021
Sponsorship Proposal
Event Overview!
Vail is home to one of the most spectacular resorts in the world. Located just 90 minutes west of
Denver, this well-known, year-round international vacation destination is also a haven for
passionate art enthusiasts.
In order to capitalize on this passion and showcase the wealth of talent within the community
and beyond, the Vail Arts Festival was created. Consisting of a three-day outdoor celebration, the
festival provides access to a broad array of genres.
Situated at the base of Vail mountain in beautiful Lionshead Mall, the festival offers visitors a rare
opportunity to interact with
artists up close and witness
the actual creative process
firsthand.
This year’s Festival will feature
over 55 artists from 22
states, exhibiting art in 13
different mediums. Helping
to kick off Vail’s busy
summer season, an
estimated 8,000 people are
expected to attend
throughout the three-day
period, making the Vail Arts
Festival a unique mountain
experience for guests of all ages!
Festival Dates
• Friday, June 18 (9:00 AM – 6:00 PM)
• Sunday, June 19 (9:00 AM – 6:00 PM)
• Sunday, June 20 (9:00 AM – 4:00PM)
Location
• Lionshead Mall & Arrabelle at Vail Square, Vail, CO
Festival Components
• A three-day outdoor celebration of visual arts
1. 55 artists showcasing digital art, drawing, fiber, glass, graphics and print making, metalworks,
wood, mixed media, ceramics, paintings, photography, sculpture, jewelry, and fashion
2. Featuring Emerging artists and local Eagle County artists in special displays
3. Kid’s “Creative Kingdom” mountain-themed interactive area
4. Food/drink specials and retail specials from Lionshead Merchant community
5. Pop-up music and entertainment pods within Festival site
Demographics
• The perfect event for families and collectors!
1. 52% Female 48% Male
2. Over 80% come with children under the age of 18 (average
age of 7)
• Attracts visitors from within and out of the state making it a
great event to market products services to a wide audience!
• In the last three years, just about 50% of summer visitors have come from out of state with 25%
coming from Denver
• Draws a highly educated and affluent crowd:
80% having either a bachelors or graduate degree and just
about 70% with incomes between $75-$200K
Past attendees return, making it a good event to engage with
current customers and showcase new products services.
90% were 'Very’ or 'Extremely likely’ to return
Sponsorship Benefits
• Opportunity to generate buzz and create
awareness for your product/service to a diverse
audience over a three-day period
• Multi-media integration ensures your brand/logo
reaches customers via social media
1. Brand/product integration into top-notch merchant
community
2. Association with emerging artist program to
promote up-and-coming artists in Eagle County and
beyond
3. Numerous on-site sampling opportunities to
distribute product and promote brand to key
influencers
4. Exposure to local, national and international
clientele with high disposable income
Be a part of the Vail community and participate in the kick -off
to the summer event season!
Sponsorship Categories
Sponsorship opportunities exist for the following categories: *
• Automobile/Transportation
• Cable/Internet/Phone
• Financial Services
• Food/Beverage
• Liquor/Wine/Spirits
• Lodging/Hospitality
• Media (TV/Print/Radio)
• Packaged Goods
• Real Estate
• Technology/Electronics
*List subject to change
Sponsorship Opportunities
Presenting Sponsor ($5,000 – 1 available)
• Sponsor/product mention in local radio, television, and print advertising
• Prominent logo on all promotional materials (signage, posters, program, brochures, festival map, web
ads, and on staff/volunteer t-shirts)
• Exclusive sponsorship of one (1) custom branded activation (see Appendix for details/options) *
• Mention in main event press release as Presenting sponsor
• One (1) large booth in prominent location in the main festival area**
• Ten (10) verbal announcements on-site
• Prominent logo placement on festival website www.vailartsfestival.com presented by Sponsor
Name/logo
• Two (2) large banners in hospitality area
• On-site product sampling/promotion
Associate Sponsor ($1,500 - 3 available)
• Logo on main event signage and poster
• Logo on event program, brochures, festival map, and staff/ volunteer-shirts
• Logo placement on festival website www.vailartsfestival.com
• One (1) booth in prominent location in main festival area**
• Product sampling on site
For more information and to become a sponsor of the 2021 Vail Arts Festival contact:
Laurie Asmussen, Eagle Valley Events, Inc. laurie@vailartsfestival.com • 970-376-3756
Event Recap: Vail Arts Festival
Cultural, Recreational & Community Category
Wednesday, August 7, 2019
Overall Event Highlights & Successes
2
•Hosted muralist Kelsey Montague and her filming crew for a segment on her You
Tube channel that follows her art journeys around the world
•Partnership with the Museum of Outdoor Art to bring inflatable installations to the
event
•Elevated, interactive Children’s activities/programming
•Improved event layout and flow with retail and restaurants within site
Estimated Attendee Profile Results
3
•Attendees came from (local, regional, out of state, international):
Local 84%
In-State Overnight 8%
Out-of-State 8%
Estimated Spending Results
4
•Estimated average spending per person:
•Dining: $119
•Shopping: $39
•Lodging: $407
•Other Activities:$21
•Total average spending per person: $586
•Town of Vail spending the event/program generated:
Formula: # of attendees x total average spending = $895,000
NPS (Net Promoter Score)
5
Attendee Response: How likely is it that you would recommend this event to a
friend or colleague?
NPS 96 (per survey data)
The NPS Calculation
Calculate your NPS using the answer to a key question, using a 0-10 scale:
How likely is it that you would recommend [brand] to a friend or colleague?
Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through
negative word-of-mouth.
Event Strengths & Weaknesses
6
•How did the event exceed expectations? Positive reports of artist sales for
the 2019 show
•What are areas for event improvement?
•Continue to fine-tune the artist recruitment process to meet guest
expectations.
•Close working relationship with Arrabelle at Vail Square regarding
event dates and scheduling
•How did this year’s event compare to last year?
•Unique year on many levels most noteably sales reports and NPS
score
Vail Brand Compatibility
The Premier International Mountain Resort Community
7
How did the event /program support the Vail Brand?
-Jury process included outreach to new artist applicants and
evaluation of all applications and discussions regarding fit with Vail
brand
-Continued focus on site layout/Festival improvements meant to
enhance guest experience and compliment existing businesses and
activities
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Topline Marketing Efforts
8
•What are the top 3 successful marketing tactics, executions or results from your
event/program?
•-TV8 interviews of eight artists live on Good Morning Vail, run throughout the
weekend
•-Vail Daily feature ads, including a Festival map with artist listings and photos
•-Local radio buy which ran 7 days prior to the Festival
•Please attach complete marketing plan to end of presentation.
Potential for Growth & Sponsorships/Media Exposure
9
•How do you see the event evolving next year?
Continued outreach to new artist applicants and evaluation of all applications
to ensure fit with Vail brand
•What sponsors do you plan to target next year?
Interactive sponsorships to enhance guest experience
•How will you leverage media exposure and extend the marketing reach next year?
Work with media partners to increase online presence and social media posts
Sustainability Efforts
10
•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail? All merchandise was put into
reusable bags; posters were sold including paper tube, no bags.
•What waste reduction methods were used during your event/program? We
worked closely with TOV public works to offer recycling and trash containers
throughout site. Our team also worked with Arrabelle at Vail Square staff to sort
and dispose of recycling and trash.
•How could you improve on sustainability efforts for next year’s event? By
following any initiatives set forth by the Town of Vail
The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both
our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy,
resource efficiency, ecosystem protection, and community awareness and education.
Event Budget
11
* Event producer to attach detailed budget for recap
Item $
Total Event Budget:35,120
CSE Funds:6,000
Cash Sponsorship (not CSE):2,000
In-kind Sponsorship:2,000
Marketing Budget:9,200
Profit & Loss:4,910
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Artist recruitment,
enhance on-site
children’s activities
2021 Vail Arts Festival
Organization Roster
Event Producer: Eagle Valley Events, Inc.
Laurie Asmussen, Owner
Festival Staff: Melinda Marino, Administrative Services
Eagle Valley Events Part-time Event staff
Volunteer Management and Children’s activities
Exhibitor Services and Site management
Festival Partners: WESTAF-Western Association of Arts Festivals
Festival Jury Process: Tara Brickell, Cherryarts.org
Amy Curlee, Cherryarts.org
Shaina Belton, Cherryarts.org
Terry Adams, Former Exec. Director, Cherry Creek Arts Festival
Festival Design Services: Sue Throckmorton
Public Relations: Hillary Locke, Locke Media Group
A
Ebrahim Amin
Justin Clements
Arturo Garcia Jeff Hepworth
Jeff Leedy
Dustin Atkinson
Tom Clements
Cornelia Goldsmith Luis Gonzalez
Josh Hirt
Julie Leidel
Shannon Bagby
Karen Coburn
Dave Kennedy
Brett Matarazzo
Vicki Barrett
James Cole
Busarin Kittichareonsup
Rose McPhee
Gretchen Borgelt
Megan DeSmidtDick Cunningham
Anthony Grant
Randy Koepsell
Andres Mosedale
Deborah Brawley
David Dunbar
Deborah Hutcheson Andrea Kreeger
Pam Neely
Jennifer Buchanan
Ben Foster David Gulisano
Brent Nilson
Deb Tewell
Cheryl Ward
Bruce Taylor
Pietra Wall
Douglas Wodark Jessica Wright Karen Wright Tim Zandee
Avalon Clothing Co.
Corey Silverman
Matt Timmermeyer
Matt Willahan
Dan & Steve Sawusch Randy Thomae
Steven Ward
Weldon Lee
Sasha Walsh
Jason Smith
Adrian Vogel
Janet Wilson
Alison Stern
Dana Voorhees
Rebecca Wilson
ARTIST BOOTH GUIDE
Artists listed alphabetically by last name, left to right, by row.
= Commemorative Artist
Fredrick PrescottPatrick O’Toole Todd Perkins Lannie Pihajlic Amie Plante Neil Russell
June 21–23, Lionshead Mall / Arrabelle at Vail Square
57-58
29-30
41-42 22-23
49
68
45
16
15
75
38
33
62
12
86
34
48
48
67
77
59
71
72
87
37
2-3
32
83
70
17
51
82
66
65
19
85
63
60
40
7-8
64
18
56
13
46-47
74
4
73
Ryan Odegard
28
81
50
21
39
1
10-11
6
35-36
84
9
31
20
14
5
61
North
To I-70
To Lionshead GondolaIce RinkVail Chophouse
B lu e M o o se
Quicksilver
Arrabelle
To El Sabor
To Parking Structure
EVENTINFO
Garfinkels
Lift Ticket Office
C
51
44 43
7978
57 58
61
41
60
59
62
42
63
75
64
45
65
66
67
68
69
70
71
52
72
53
73
74
54 55
76
83
84
77
81
82
85
86
87
5646474948
80503
93840KID’S CRAFTS
32
33
34
35
31
36
37
3
0
2
9 191 8 1 7 1 6 1 5
20
21
28
25 24
26
27
8 7 9 4
5
6
3
2
1
1
2 1
3 1
4
11 1023
22
BusStop
NewspaperStands
Jessica WrightINNER SPIRAL
JUNE 21–23, 2019
FREE ADMISSION
MEET THE ARTISTS l INTERACTIVE ART ACTIVITIES
CHILDREN’S ACTIVITIES
COLLECTIBLE WORLD-CLASS ORIGINAL ART
LIONSHEAD MALL
ARRABELLE AT VAIL SQUARE
FOR FULL EVENT INFORMATION:970-477-3699 l VAILARTSFESTIVAL.COM
JUNE 21 – 23
FRIDAY & SATURDAY 9:30AM–6PM
SUNDAY 9:30AM–4PM
Contacts: Laurie Asmussen
First Name:
Laurie
Last Name:
Asmussen
Linked User Form
laurie@vailartsfestival.com
2019 CSE Reviews: 21160120
Name Attachments
21160120 No
21160121 No
21160110 No
21160111 No
21160112 No
21160113 No
21160114 No
21160115 No
21160116 No
21160117 No
21160119 No
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this program/event? What needs improvement?
Submission Date
Linked Events 2019
Vail Arts Festival
Linked Form
mmiano@vailgov.com
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type:dynamic
2019 CSE Reviews: 21160121
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Vail Arts Festival
Linked Form
jgross@vailgov.com
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2019 CSE Reviews: 21160110
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Vail Arts Festival
Linked Form
esaeger@vailgov.com
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2019 CSE Reviews: 21160111
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Linked Events 2019
Vail Arts Festival
Linked Form
alisonw@vailchamber.org
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2019 CSE Reviews: 21160112
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Linked Events 2019
Vail Arts Festival
Linked Form
williambarrydavis@gmail.com
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2019 CSE Reviews: 21160113
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Linked Events 2019
Vail Arts Festival
Linked Form
kimnewbury@gmail.com
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2019 CSE Reviews: 21160114
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Linked Events 2019
Vail Arts Festival
Linked Form
mvalenti@vailresorts.com
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2019 CSE Reviews: 21160115
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Linked Events 2019
Vail Arts Festival
Linked Form
markgordonvail@gmail.com
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2019 CSE Reviews: 21160116
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Linked Events 2019
Vail Arts Festival
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rkundolf@msn.com
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2019 CSE Reviews: 21160117
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Linked Events 2019
Vail Arts Festival
Linked Form
sbiszantz@gmail.com
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2019 CSE Reviews: 21160119
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Linked Events 2019
Vail Arts Festival
Linked Form
mvlaar@vailgov.com
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