Loading...
HomeMy WebLinkAbout31. Kids Adventure Games_10-01-2020Events RFP 18/19/20/21: Kids Adventure Games EVENT & APPLICANT OVERVIEW 0. Email contact helene@kidsadventuregames.com 1. What is the name of your event/program? Kids Adventure Games 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? $40,000 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 $40,000 5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021? No 6. Proposed Event/Program Start Date 08/04/2021 7. Proposed Event/Program End Date 08/08/2021 7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD: n/a 8. Are your event/program dates set or could they changed? Event dates cannot be changed 9. Name of person completing the application Helene Mattison 9a. Title of person completing the application Owner 10. Provide name of person or entity to whom the funding check will be cut. Kids Adventure Games, LLC 11. Mailing Address Street 5047-A Ute Lane 12. City Vail 13. State Colorado 14. Zip Code 81657 15. Telephone number 9704013804 16. Email address helene@kidsadventuresgames.com 17. Event/program and/or organization website www.kidsadventuregames.com 18. Number of years organization has been in business 10 19. Organization's Mission Statement To create a more active and confident generation of kids through unique, challenging experiences that teach the lifelong values of teamwork, sportsmanship, problem solving and overcoming adversity. We aim to instill a joy and appreciation for the outdoors and become stewards of the environment. 20. Organization's Tax Status For Profit 21. If applicable, please attach current State Department of Revenue Certificate with this application. 22. Does the event or program benefit a charity or organization? No 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? 10 1b. Please describe the location(s) of the event or program in previous years. Town of Vail, Vail Resorts Ski Areas property around Gondola 1, Vail Mountain Plaza and Golden Peak. 2. Please provide a detailed description of the event/program and its activities. The race is designed by longtime local and adventure racer Billy Mattison, who creates the course to emphasize teamwork, problem solving and fun. The event is organized and marketed by Kids Adventure Games, LLC and supported in partnership with the Vail Recreation District. The multi-day 2021 event will include optional skills clinics for participants and ancillary activities in Vail Village such as an event expo both during and before the races. Other ancillary events are associated with the KAG including a Family Mud Run. The Vail Kids Adventure Games is the Marquis Event of the nationwide series. 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. Event Locations: Race Start/Finish/Transition (TBD) – Vail Mountain/Mountain Plaza/Gondola One Base Race Course – Vail Mountain, Town of Vail , Gore Creek Registration – Vail Mountain Plaza Clinics – Vail Village, Golden Peak, Roger Staub Park Expo Area – Vail Mountain Plaza Family Competition or ancillary event (TBD), Vail Mountain No venues have been secure at this point. 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? Use of Zero Hero Tents & staffing, 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, Compost food waste, 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), All of these 2. Please describe your commitment to environmental sustainability and detail measures that will be taken during your event to ensure minimal environmental impact and sustainable best practices. Recycling at expo, race and after party Participants refill reusable water bottles/containers Race Director brings environmental message to the event by awarding the teams that took the time to respect the environment while they raced and collected the most trash along the race course Spectator guide printed on recycled paper with soy ink Leave no Trace discussion of our race venue and its value in pre race communications and race meetings Zero Hero Program was adopted Partnership with “Keep America Beautiful” 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/PROGRAM PARTICIPANTS 1. Number of participants (athletes, artists, exhibitors, etc.) anticipated 1,500 2. Number of volunteers needed 250 3. Number of event/program staff 50 4. Estimate of total number of spectators/attendees anticipated 7,500 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 5,625 2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail 1,500 3. Estimate the number of international guests your event/program will bring to Vail 375 4. How will your event/program increase sales tax in Vail? Economic Impact through increase lodging, shopping, recreation, restaurants, bars. -Second homeowners are a huge part of our brand ambassadors: they will invite friends to come to this event and stay at their properties. Thus maybe not spending on lodging but their friends will entice them to come out to the village and spend in restaurants, shopping and recreation, when otherwise they may have stayed at home. -Local Families are also a huge part of our 'evangelists'. Again they will invite people to stay at their properties and spend their time in Vail Village because of the Games. 5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council? Because our event is for kids, they will often if not always, bring their family. In addition our event requires each participant to have a partner, so 1 team could bring up to 10 people total or more when including family and friends. 6. CRC - Brand Fit: How will your event or program support the Vail brand identity? Uniqueness of this event aligns with Vail’s “Like Nothing On Earth” brand Marquee summer event for active families living in and visiting Colorado Epitomizes Vail’s focus on Health, Wellness and Family Activities Contributes to Vail’s sense of community Increasingly a destination event drawing out-of-town participation, overnight stays and ancillary spending 7. CRC - Event Timing: How is it the right event/program at the right time? Many families come for a stay-cation particularly around the Kids Adventure Games. It is often their number one reason why they are visiting Vail. Therefore: -for the event to be successful kids still need to be out of school for summer vacation. Our event date is just within that range. -With regards to our operations and creativity around the course, we need to be able to use the creek. We can only use the creek, one of Vail's biggest assets, we need to be at low water, but not too low. -The weather patterns that time of year are suitable for the outdoor nature of the event. 8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and community members? It is a family event which attracts many outdoor and participatory visitors. Each athlete brings an average of 4.2 family/friends along to spectate. Over 350 citizens and alumni athletes volunteered and supported the event, over 5 days The 12-14 year olds raced on the first day which allowed them to be involved and mentor on course at the race the next two days of the race, thus increasing their personal ownership in the event. Increased local vendor support: in-kind as well as with cash Expanded growth of the expo with more vendors Local Sport Club and Revolution Yoga demonstrations at Mountain Plaza during the Awards party. 9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new programming, entertainers, adding additional days and activities.) In order for participation numbers to increase the course needs to be redesigned to allow more athletes without increasing back up times at obstacles: we are again looking at clover-leaf start of the course, increasing equipment so that we can start more kids in each wave. Our goal for 2020 is to include more activities in our start/finish area and Family Adventure Zone, including skills challenges and contests that relate to the overall theme of the Kids Adventure Games. We are also exploring new and exciting obstacles to include on course, and working to attract new local and national sponsors who can bring fresh activities and excitement to our event. We have been approached and working behind the scenes to add into our event an adaptive adventure race giving children with physical disabilities to get involved. 10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration? The events and activities that we host at our Family Adventure Zone (Mountain Plaza) are visually appealing and inviting, we've witnessed many families not participating in our event taking part in the Family Adventure Zone from curiosity. Another way we attract involuntarily spectators is through the course design. By purposely designing the course to weave on the mountain, and into the village we attract bystanders who are curious, and up supporting the efforts of the participants. Our voluntary participants are already invested in witnessing and cheering on their kids as they achieve physical and mental feats they didn't know they were capable of, this creates a fun and supportive atmosphere. Fun obstacles, and activities in both the start finish area and the Solaris ensures there are fun engaging activities for spectators and participants alike. 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.) NEW course - market this so that repeat athletes are excited to return and race at a “new” venue. Work on a new format which allows us to have a competitive category to accommodate those kids that wish to be competitive. In this wave we will particularly address the backups on the course Invite teams from other events in the National Series to the Vail Kids Adventure Games™ with early bird registration before we open to Colorado Residents. Expand the Balance Bike Race 12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract sponsorship support? GREAT AUDIENCE –HIGH ROI The outdoor and adventurous environment we create is an ideal opportunity to connect with an engaged audience and present our brand to parents and kids in a positive, active and exciting setting. Each our sponsorship package is customized to meet the specific needs of each partner in order to ensure maximum exposure for the brand and an attractive and solid ROI. 13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to sustain and grow the event. We have been developing an producing the Kids Adventure Games for over 15 years, both locally and nationally. Each site has different challenges and new insights and what we have learned is to adjust, be flexible and take not of possible roadblocks. We have learned to expand our vision and take into account past learnings. We are continually educating ourselves on different business models, financial strategies as well as equipment and new ideas in our industry. 13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing public health orders. Billy and Helene Mattison have been race directors for over 15 years and have an excellent reputation as being professional, run smooth events and have great working relationships with authorities. Billy was awarded a national recognition for Adventure Race Director of the year. The Vail Rec District as the local partner are extremely well versed in event direction and programming and have been involved since the inception. If the Public Health Order is in place due to the pandemic, but also as better practice for the future we have examined our event on many different levels: Below follow examples of how we addressed the current status: Registration Procedures: All waivers will be signed in advance via an online waiver sign service Only online registration is available. No cash transactions will take place. Bib Pick up TBD: We are considering sending these in the mail in advance or have participants print out their own bibs. Standing areas will be designated at six-foot intervals for participants in the start arena Hand sanitation stations will be provided at race start. High-touch areas will be sanitized every 15 minutes or more frequently as needed. Staff will be required to wear face masks and gloves. Participants will be required to wear face masks when waiting in the start arena. Racers are required to agree/sign an acknowledgement that they will not participate when sick, adhere to all social distancing rules and will be required to leave with no refund if they fail to do so. Pre/Post-Race Staff Protocol Employees will be required to work six feet apart, wear a face mask and wash/sanitize hands frequently while setting up and tearing down race. All staff will be constantly monitored to ensure proper enforcement of these guidelines. If at any time a staff member feels that he/she is unable to perform their duties for any reason including flu-like symptoms, then that staff member will be sent home immediately. All timing equipment computers will be sanitized before and after each use. Each position will be given their own necessary equipment that they will use for the duration of the event and will pack and clean their own equipment. Racer safety meetings will be done via Zoom meetings prior to each race day. Kids AG is responsible for hiring 2-3 swift water certified safety boaters depending on river flow. These safety boaters will follow the same guidelines as mentioned previously. Race Day Protocol Competitor parking is in the Vail Village Parking Structure. Spectating will be discouraged. Check in will happen via smartphones The athletes will have bicycles with them and are lined up in single file per team. The bikes will act as automatic guidelines for social distancing between one team and the next. There will not be a harness coral: we will fit harnesses at each obstacle where one is required We ask you opt in to text message updates for race day information Maps: and zip lock bags will be handed out as you stand in line, about 5 minute before your personal start. SCarney@vailresorts.comStart times will be spaced one minute apart. Racers will be told to leave the venue immediately after finishing their race. Races will NOT include an after party or award ceremony. Names of raffle winners will be drawn during the race and posted. Winners can pick up prizes upon completion of the race several days after the event has completed. Results will be posted at race and online. The top three finishers in each category will be announced and awards will be mailed. The competitive teams will start first We will hand out finisher medals, t-shirts and swag bags at the finish line. General Obstacle and Race Course Rules At the checkpoint social distancing is to be observed between non household members and volunteers/staff First team to arrive at an obstacle as a whole, gets to go on the obstacle first You must follow the obstacles in order …..attached Obstacle Detailed Procedures* Prizes and Awards: We will not be able to have an awards party and podium recognition as per previous years. Prizes will be given to the Family Adventure Quest DUO teams for 1st, 2nd and 3rd in age. A Team Spirit, Sportsmanship and Environmental Award will be given per day to one team of all categories and chosen by the volunteers. We will have the awards banner and podium set up so you may take a picture of your team(s). We will send the results via email and website within one day of the conclusion of the event. The prizes will be sent by snail mail in the week following the event and will take up to 15 days to arrive. We will also have prizes available for pick up starting Tuesday after the event in East Vail. Prizes will be given to the Family Adventure Quest DUO teams for 1st, 2nd and 3rd in age. *Team Formation Changes Each team will include at least one adult who will act as the Team Captain and Manager, taking over certain roles of the volunteer per check point or marshal along the course would have performed. Each team is comprised of members of only two households Each team is only allowed 2 children aged 6-14 *The Team Captain and Manager is in charge of: o Assuring that the whole team is equipped with the personal mandatory gear o Assuring that the team stays away from the event venue until called upon to arrive as per published schedules and/or text message notifications o Making sure the team abides by all the guidelines as stipulated by race organization and Eagle County Public Health Orders in effect at the time of the event. o Making sure the team follows the directions of the staff and volunteers o Verbally checking in with the volunteers at each checkpoint in order to get signed off on the volunteer paperwork o Checking off the map with own marker supervised by the volunteer. o Making the sure the team stays together *Race Format Options: A) Kids Adventure Race · Competitive/Timed/Ranked · 3 athletes: o 2 children aged 6-14 o 1 adult · Kids determine the category/division B) Family Adventure Quest DUO · Competitive /Timed/Ranked · 2 athletes: o one adult o one child 6-14 · Child determines category/division o Boy/Girl plus age division. The child determines Boy/Girl, no matter if the adult is male or female. (there is no coed or open division) C) Family Adventure Quest MULTI · Non-Competitive/Timed /Not Ranked · A max of 4 participants o 1 adult with 1 child o 1 adult with a max of 2 children o 2 adults with a max of 2 children. · All participants can compete on all obstacles, except for those obstacles that are too time consuming and cause backups as determined by staff. In which case only the kids will tackle the obstacle. 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. 800 2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending generated by your event or program. $900,000 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? $1,200,000 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. We will direct prospective attendees though PR and Communications to our existing database as well as new families through emails listing our lodging partners and offering package deals, social media and our website with links to the Town of Vail as a whole as well as the individual partner sites. With call to action communications we will reach our audience to book early. We will track these numbers through surveys attached to our waiver packet, specific to lodging with a few simple questions, leading up to the event and onsite at check in. In 2021 we’ll be exploring adding the ability to book lodging as a package with the event with our lodging partners, making it easier for participants to book lodging. Using unique booking codes and working with our lodging partners we’ll be able to track actual usage. 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. The race has always sold out and the funding we receive is not for direct marketing but rather to help with the operating costs (contract labor), ancillary events (expo, mud run) and onsite enhancements (better in-town signage, roundabout banners) needed to grow the event from one day to five days, therefore dramatically increasing the number of participants, length of stay and ultimately the tax revenue generated. It takes a tremendous amount of resources to operate this event at a Vail-caliber level and we could not do that without CSE support. 2. Please upload the provided complete event/program budget template here. 2021 RFP Event Budget Template FINAL.xlsx 3. What percentage % of the total event/program budget is the CSE being asked to fund? 26 4. If the event/program is not funded at full request, how will the event change with a lower funding allocation? Should the CSE decide not to fund the event to $40,000, it will still happen in 2021 but we will scale back ancillary events and potentially omit the Rental of Adventure Zone attractions, and it will impact the Marketing and Advertising Budget. 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.) 110,000 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. MARKETING PLAN 2021.docx 1. Objectives: What are you trying to accomplish through your marketing efforts? Increase the number of out of state guest by marketing to our National and International Database. The Vail Event is our Marquis event and the past several years we have been able to accolade the destination to our Nationwide audience in person. We will put in place a Special Event Package for our previous participants from other event locations, with an early booking date, prior to general opening of registration from other locations to come to the Vail event. Elevate the brand through updated branding and expanding into new markets , including an older age group. Bring more ancillary events, and increasing participation in those activities. Elevate the presence of sponsors and activities of the Family Adventure Village. 2. Strategy: How will you meet your objectives? We'll meet our local marketing objectives with a mixture of traditional and digital marketing strategies, including but not limited to promoted social posts, email marketing, social influencer marketing, Vail Daily print advertising, onsite marketing, marketing in other event promotional materials including Vail Lacrosse Shoot Out, Vail Cup Soccer Tournament and the inclusion of an multi page event guide to be inserted into the Vail Daily during the GoPro Games in Vail in early summer. We print and post flyers and posters around the valley at locations often attended by our target audience. We'll continue to create engaging photo and video content and sharing on our various platforms (website, social and email) to promote the brand and brand awareness moving forward. 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.) -Strategic Partnership with GoPro Games -Vail Farmers Market - Booth -Spectator Guide which will come out during the GoPro Games and stocked in Hotels, Coffee Shops etc. -Participation in local fundraisers with entries into the Kids Adventure Games -Posters/Flyers -Roundabout Banners -Strategic Partnerships with clubs in the area 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, Print - National, Editorial, Radio, Television, Online Event Listings, E-newsletters, Web, Media Plan/Public Relations, Grassroots, Facebook, Instagram, Twitter, Posters, Rack Cards, Flyers, Event/Program App, Signage – Banners, etc, Co-promotions, Partnerships, Local Vail Businesses 6. Please list contact information for your Media Relations or Public Relations staff or firm. 6a. Name Andy Linke 6b. Telephone Number 9703901295 6c. Email Address andy@andylinke.com SPONSORSHIPS & PARTNERSHIPS 1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the event/program budget? $10,000 1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners? $10,000 2. Please list your confirmed sponsors or partners. B4 Adventures Hydro Flask LL Bean Vail Health Vail Summit Orthopedics KidSport Holy Cross Axis Trick Threads Yellowbelly and other tbd 3. Please explain the potential for additional sponsorships or partners. L.L.Bean, B4 Adventures, and Hydro Flask and other sponsors saw the event first hand by participating in the Expo and Races; which should generate more sponsorship participation from them next year. Industry word of mouth (L.L.Bean, and Hydro Flask ) reaching out to others in respect to validity of the event As brand awareness increases similar minded organizations like the Outdoor Industry Association have found us. Which should increase our partnerships in the future. We'll be interviewing different non profit partners for entries to the games for groups like SOS, the Boys and Girls Clubs, Snowflake Foundation and The Challenged Athletes Foundation - in line with our mission statement of inclusive participation. . 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.) HM W KidsAG 2021 Sponsorship Deck LowRes.pdf REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other requests will be accepted. Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero Hero,etc. 1. Do you need facility rental relief? Yes 2. Do you need rental relief for Donovan Pavilion? No 3. Do you need rental relief for Grand View Room? No 4. Do you need rental relief for Dobson Arena? 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? We are extremely grateful for the CSE and The VRD for their continued support especially in these unprecedented times. This has been an extremely difficult year, where spirits have not been high, and the question arose 'whether it is all worth it'. We have enjoyed time reflecting, revisiting the business model, requesting input from different parties and figuring out how to pivot and adjust to the new normal. What we have first and foremost concluded, is that the Kids Adventure Games is a community and a movement which has affected many kids' and families lives profoundly. Not least our team, the community of volunteers and others who have given their time to make it the special event that it has become. We are proud of what we have achieved, and we see the need for the continuation now even more so than before. The experience of the Kids Adventure Games is extra ordinary, and we will pursue the means to help us expose more and more kids to the event. In this era of worries around the pandemic, people have more so than ever started to understand that spending time outside in nature and beautiful, serene surroundings, increases their feeling of wellbeing. One of the silver linings during this time has proven to be more people recreating and exercising outside, taking on new and different challenges. Now more than ever parents are understanding and wanting the need for their children and themselves to be active. The Kids Adventure Games does this in a race format where goal setting, strategizing, skill practice and reward all come together as one. Our promise is to expand our vision and to give our expertise back to this community through our passion for the outdoors. REQUIRED ATTACHMENTS 2020 Event Recap 2019 TOV Recap.pptx Organization rosters naming all officers, board of directors and respective positions as relevant Staff Name and Numbers.docx OPTIONAL ATTACHMENTS List any URLs where additional information can be found, including photos, videos or other content relevant to your application. Our submission to the Public Health Department for the 2020 Vail event for approval: https://docs.google.com/document/d/e/2PACX-1vSD2xSEg5mrYb-PKQ4q7zsW5zM4XrGgkzAptU02U7EqyWu9WL7aP- sRP5Kr7lBfj258bPrNOcjc1k2f/pub Our communications with out registered teams to expand on some of the questions that arose; https://docs.google.com/document/d/1dZhFn6mFoq4mlPxkuF7OrAalz1dQvhUzK5QdEipC2HA/edit?usp=sharing Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding RFP QUESTIONS AND KEY MEETING DATES We encourage questions about the RFP to be sent via email to 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. --->The "Save Draft" button below allows you to save your application and come back to work on it again. --->The "Save" button is for when your application is complete and ready to submit. ---> Your application has not been formally submitted until you navigate to the Menu page and click "Submit Request". You will receive a confirmation email once your application has been submitted.<--- Linked Contact Helene Mattison Number Events RFP 18/19/20/21: File Attachments 2. Please upload the provided complete event/program budget template here. 2021 RFP Event Budget Template FINAL.xlsx Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and execution dates. MARKETING PLAN 2021.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.) HM W KidsAG 2021 Sponsorship Deck LowRes.pdf 2020 Event Recap 2019 TOV Recap.pptx Organization rosters naming all officers, board of directors and respective positions as relevant Staff Name and Numbers.docx Expenses Event/Program Budget for [Event Name] > Expenses Estimated Actual Total Expenses $167,026.00 $0.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Site fees $8,250.00 Social food + Beverage $3,000.00 Insurance $8,500.00 Non-social food + Beverage $0.00 Sound/AV $2,500.00 <insert Other>$0.00 Construction or Equipment $3,000.00 <insert Other>$0.00 Trash/Composting $500.00 Total $3,000.00 $0.00 Utilities $0.00 Labor $35,000.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $0.00 Banners - Printing & $3,000.00 Speakers $1,000.00 Signage $3,500.00 Travel $0.00 Production Fee VRD $19,500.00 Hotel $150.00 Rental fees $10,000.00 <insert Other>$0.00 Kids AG $30,000.00 <insert Other>$0.00 $0.00 <insert Other>$0.00 $0.00 <insert Other>$0.00 Total $123,750.00 $0.00 Total $1,150.00 $0.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $500.00 Prizes $2,500.00 Advertising - Print $6,500.00 Cash Purse $0.00 Advertising - Social Media $2,500.00 Total $2,500.00 $0.00 Public Relations $4,000.00 Sales Team Expenses $2,500.00 Media TV, Production & Distribution $0.00 Graphic Design $2,000.00 Website $2,500.00 Expenses Collateral Materials $2,500.00 Printing $2,500.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $25,500.00 $0.00 Marketing Estimated Actual Telephone/Internet $500.00 Photography $3,000.00 Transportation $1,000.00 Permit Fees $1,250.00 Postage/Shipping $1,500.00 In Kind Trades $2,500.00 Supplies-Office or Other $1,200.00 Demographic Survey $0.00 Sales Tax $176.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $11,126.00 $0.00 Income Event/Program Budget for [Event Name] > Income Estimated Actual Total Income $167,030.00 $0.00 Tickets/Admissions Estimated Actual Estimated Actual 540 Team Entry $180.00 $97,200.00 219 Skills Clinics $70.00 $15,330.00 $112,530.00 $0.00 Programs/Advertising Estimated Actual Estimated Actual 2 Covers @ $0.00 $0.00 2 Half-pages @ $500.00 $1,000.00 6 Quarter-pages @ $250.00 $1,500.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $2,500.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 0 Large booths @ $0.00 $0.00 0 Med. booths @ $0.00 $0.00 4 Small booths @ $250.00 $1,000.00 0 <Insert Other> @ $0.00 $0.00 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $1,000.00 $0.00 Revenue from other items Income Estimated Actual Estimated Actual 2 Cash Sponsorships @ $2,500.00 $5,000.00 4 In Kind Sponsorships @ $1,000.00 $4,000.00 0 Donations @ $0.00 $0.00 1 CSE Funding @ $40,000.00 $40,000.00 1 Merchandising @ $2,000.00 $2,000.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $51,000.00 $0.00 Summary Event/Program Budget for [Event Name] > Profit - Loss Summary Estimated Actual Total income $167,030.00 $0.00 Total expenses $167,026.00 $0.00 Total profit (or loss)$4.00 $0.00 Estimated Actual $0.00 $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 $120,000.00 $140,000.00 $160,000.00 $180,000.00 Total income Total expenses MARKETING PLAN 2021 PRINT ADVERTISING: Local and regional newspaper publications, will be utilized to create general awareness in the community. - Vail: Vail Daily, Parents Handbook (Vail), ..tbd - Denver and the Front Range: 5280, Competitor Magazine, Elevation Outdoors, ..tbd RADIO ADVERTISING: Partner with a minimum of 1 radio local and regional station that will create an exciting buzz around the Event and drive attendance. Radio partners will be required to execute the following: • Commercial units, promotional spots, sponsorship tags and liners • Digital content / contests and event link inclusion on each stations website and through Social Media platforms • On-air + on-line contesting opportunities Vail: KZYR LOCAL TELEVISION ADVERTISING A strategic partnership will be developed with Vail Resort’s Community television station to create lifestyle stories / content leading up to Event. Television station will be invited to the event and be given the rights to provide live coverage and interviews from the Event venue. Vail: TV 8; mountain bureaus of the local networks ONLINE EVENT LISTINGS AND EDITORIALS The Kids Adventure Games places Calendar listings in key influencer sites and Social Media platforms to promote the Event starting March 1st. Calendar listings include: - Radio Stations - Newspapers - Television stations - Tourism sites - Event guides - Parent resource websites SOCIAL MEDIA The Kids Adventure Games and its host resort will utilize Facebook/Twitter and Instagram to increase fan acquisition and brand engagement through page posts and page likes, throughout the year. STRATEGY: - ‘Like’ Posts - Page Posts - Page Post Links E-NEWSLETTERS Emails & e-newsletters will be generated by the Kids Adventure Games bi-monthly (March – August) Content includes registration information, race tips, event updates, etc. Distribution lists include: • Elementary, Middle and Charter Schools • Youth Clubs and Organizations • Health Clubs and Fitness Centers • Radio, Television and Newspapers • Chambers of Commerce • Tourism and Conventions Bureaus • Mothers/Parenting Organizations HOST RESORT E-NEWSLETTERS: Host resort will use its database to distribute newsletters containing information on the event at their resort. Resort will send a minimum of 3 emails to its database leading up to the event weekend. Placement schedule: 2021 KAG Participant/Media Communication Schedule  October 2020 - Vail KAG Registration Opens Nov Early Bird  Feb. 2021 – Vail KAG Registration Opens March 1st  May 15 – Price increases for Vail KAG on 5/15. Spots left but filling quickly. Media/General list  June 9 – Go Pro Training Tips. Participant list. –posting on FB.  Wednesday, June 14 –Vail KAG Announces addition of Family Fun Mud Run – Participant/Media/General list  June 23 – Destination Participant email (travel info, hotel partners, bike rentals, area info) Destination participants only  June 26 - Volunteers Sought for 2016 Vail Kids Adventure Games. Participants/Media/General list  Week of July 4 – Vail KAG Announces presenting partner Participant/Media/General list.  July 19 - Attention Vail Kids Adventure Race Participants. 2 week reminders...schedule of events, last day for cancelations with refund (7/26). Participant list  July 7 – Letter from the race director (final gear list, training tips, what to expect on race day) Participant list  July 24 – Volunteers Sought for KAG* If necessary. Media/General list  July 28 – Start List and Race Day info. Participant list.  July 31 – Clinic Info (clinic assignments, parking, check in, etc.). Clinic participant list  July 31 – Volunteer Info and assignments sent. Volunteer list.  August 1 - Vail Kids Adventure Games Last-Minute Race Details. (Check in, parking, race day procedures, start lists, etc.) Participant list.  August 3 - Vail Kids Adventure Games Kicks Off Tomorrow Through Aug. 8. Media/General list  Friday, August 6 – Vail KAG Mud Run Tomorrow. Participant/Media/General list.  Sunday, August 7 - Vail Kids Adventure Games Wraps Up Four Days of Fun, Competition. Media/General list  Tuesday, August 8 – Congratulations Racers. (links to photos, results and survey). Participant list POSTERS - Campaign: May – August Focused distribution in high-traffic areas where the target audience frequents. Posters and Flyers to be distributed throughout region approximately 8 weeks prior to Event (approximately 20,000 flyers and 2,000 posters) Area of Coverage: Materials: 1500 standard 8.5" X 11" posters and 500 - 11"W X 17"H posters Activities: Target demo primarily parents, grandparents, and outdoor enthusiasts who participate in an active lifestyle, and residents of the resort communities. Ambassadors will target places where potential audience members live, work, exercise, shop, dine/drink, meet, play and gather. They'll talk with people in our target demographic about the upcoming event, encourage them to register, and place flyers and posters in highly visible spots (front counters, windows, walls, bulletin boards, designated shelves and racks, etc.) wherever possible at highly-targeted outlets. Sample distribution locations - sporting goods/apparel and equipment stores - Kids Clothing stores - sunglasses stores - Sports clubs - gyms, fitness centers and community recreation centers - restaurants and cafes - independent coffeehouses/juice bars - bicycle and bike repair shops - outdoor gear stores - record stores - bookstores/newsstands - public libraries - salons and spas - frozen yogurt shops - mom and pop businesses Do you have a dedicated marketing contact who will handle promoting the event? If so please provide name and contact information: Denise Lavaroni; 970.401.3804 What expectations do you have of Vail Marketing in marketing your event? For Vail Marketing to include the Kids Adventure Games in all their summer event marketing, support with on line calendars, Facebook Posts and other Social Media, in kind Support with TV 8, KZYR and other outlets. Highlight Kids Adventure Games where possible in print advertising. MEDIA RELATIONS / PR PLAN What are your Media or PR plans for promoting your event? Please outline below: Journalists who will be on site covering the event: Vail Daily; TBD but would reach out to Outside Magazine, Competitor Magazine, Mommy Bloggers, Mile High Mama’s etc. Media partners: Vail Daily, Vail Parents Handbook; KZYR; TBD but would reach out to Outside Magazine, Competitor Magazine, Mommy Bloggers, Mile High Mama’s etc. Please detail any proposed media coverage or outlets: Network Mountain Bureaus, TV 8, tbd. Will you be credentialing media? No Other: Do you have a dedicated PR contact who will handle promoting the event? If so please provide name and contact information: _Denise Lavaroni, (970) 401.3804 BROADCAST ELEMENTS Will any portion of your event be broadcast live or via tape delay on any form of TV, internet or via any media outlet? __X_YES____NO If yes, please describe: TBD with news coverage; Facebook updates will happen live, Instagram posts will happen live. SPONSORSHIP OPPORTUNITY Align with The Coolest Kids Adventure Race on the Planet EVENT SERIES2020 Helene Mattisen helene@kidsadventuregames.com 970.401.3804 www.kidsadventuregames.com All rights reserved. Copyright ©2020 Kids Adventure Games 2 Founded in 2014, The Kids Adventure Games™is designed to be an active, fun and confidence building outdoor experience for kids. Our goal is to promote a healthy active lifestyle, leadership and sportsmanship, teamwork, critical thinking and an appreciation for the environment. OUR MISSION 3 THE RACE SERIES The Kids Adventure Games™is the premiere kids adventure race series in the country, featuring 3+ mile obstacles courses staged in picturesque, destination locations. In teams of two, kids aged 6-14 bike, climb, trek and race through mud pits, cargo nets, zip lines and more.Each stop in the series hosts a Family Adventure Zone, featuring skills clinics, interactive demos, a sponsor village, and recreational activities for the whole family. 4 SPONSORSHIP OPPORTUNITIES The Kids Adventure Games™ offers sponsors the chance to reach a highly targeted audience of active lifestyle and affluent families via a truly unique event series. 5 GREAT AUDIENCE –HIGH ROI The outdoor and adventurous environment we create is an ideal opportunity to connect with an engaged audience and present your brand to parents and kids in a positive, active and exciting setting. Each our sponsorship package is customized to meet the specific needs of each partner in order to ensure maximum exposure for the brand and an attractive and solid ROI. 6 At the Kids Adventure Games™ we’re committed to instilling positive values and facilitating fun experiences during the most formative years of kids lives. Our participants, and their parents, leave with a huge sense of accomplishment and memories that last a lifetime. We invite you to join us in promoting fun, active lifestyles, environmental stewardship and transformational experiences to be remembered forever! BE A PART OF SOMETHING SPECIAL A MEMORABLE PARTNERSHIP 7 AUDIENCE LIFESTYLE Sports Enthusiasts (Hiking,Biking, Skiing) Outdoor Enthusiasts (Camping, Hunting,Fishing) Traveler Health &Fitness Home Enthusiasts (Gardening,Pet Owner) Arts & Culture (Dance,Music, Theatre) Wine &Foodie 88% 58%54%55% 34%32%33% 8 BACHELOR’S DEGREE OR HIGHER MARRIED WITH KIDS LIVING AT HOME A TARGETED AND DESIRABLE AUDIENCE 64% A gender balanced audience, the parents of Kids Adventure Games™ participants are affluent, well educated and sponsor loyal. Up To 96% LIKELY OR EXTREMELY LIKELY TO PURCHASE SPONSOR PRODUCT IN THE FUTURE 87% *Based on 2015-2019 Survey Results 9 40% 37%53% 21%43% $200k or more $100-$200K $55-$100K Under $55k 3% 25-34 2% 35-44 45-54 55+2% Annual Household Income Age GREAT TARGET DEMOGRAPHICS 10*Based on 2015-2019 Survey Results 5 Race Seasons 4 Million Athletes participate in Obstacle Course Racing Every Year17Destinations 10 States 21,000 Participants 100,000+Attendees THE NUMBERS Since 2014 the Kids Adventure Games™has grown an average of 25% each of the last 5 years. We anticipate even bigger growth in 2020. 92% Customer Satisfaction 5 years in a row 91% Likely to Return in 2020 4.0 Spectators per Athlete 1,250 Athletes per Race Avg. 3 Years Athletes Return to Race 6,919 1,228 12,028 11 SAMPLING OF STRATEGIC PARTNERS 12 PREMIER DESTINATIONS 13 I watched my 7 year old daughter face numerous fears and compete in a challenge. I honestly didn’t know if she’d try, much less finish… But she’s taught me to NEVER UNDERESTIMATE her and that she is TRULY CAPABLE OF ANYTHING SHE PUTS HER MIND TO. 14 Exhausted and angry, hot and hungry, frustrated they lost their map but they did run across the finish (barely). Through my tears of immense proudness, I told them that they did AWESOME and WORKED TOGETHER to finish. After a slice of pizza and a drink… They proclaimed “we are going to get all our Friends to do this next year and we are going to kick butt!” 15 Thank you for an amazing weekend of Kids Adventure Games! We participated in the event with three other families and it was unanimously, across the gender lines an absolute blast! Everyone and at every level enjoyed themselves and left the weekend feeling pumped, confident, happy, and energized.What was cool is that despite the fact that no one won their heat, everyone experienced a championship moment by being part of one of the best Kids Adventure Games on earth -thank you for making it possible! Much appreciated and with big smiles…. 16 LOST VALLEY, ME STEAMBOAT SPRINGS, CO STOWE, VT MORE LOCATIONS: 2020 WORKING SCHEDULE Subject to Change PARK CITY, UTAH June 19-21 BIG SKY, MONTANA June 26-28 GRAND JUNCTION, CO June 12-14 VAIL, COLORADO August 5-9 17 SATURDAY* ITINERARY TUESDAY Kids A.G. team arrives on site Perform initial site walk through WEDNESDAY Course and site set-up THURSDAY Course and site set-up FRIDAY* Registration AM + PM Skills Clinic Family Expo Final course set-up and inspection Family Expo Race Day 1 Wave 1 9:00 AM Race Day 1 Wave 2 10:30 AM Race Day 1 Wave 3 12:00 PM Award Ceremony 3:30 PM SUNDAY* Family Expo Race Day 2 Wave 1 9:00 AM Race Day 2 Wave 2 10:30 AM Race Day 2 Wave 3 12:00 PM Award Ceremony 3:30 PM Course and expo break-down MONDAY Kids A.G. departure Standard weekly schedule leading up to the event, subject to change. Three days of exposure to families*: 18 ADVERTISING | GRASS ROOTS OUTREACH | BLOG EBLASTS | SOCIAL MEDIA | SWAG BAGS INCLUSION PRINTED PROMOTIONAL | RADIO | PR | WEBSITE ONSITE ACTIVATION | SAMPLING | COWBELLS SAMPLE BENEFITS 19 “Can't stop raving about the experience! Thank you so much Kids Adventure Games for giving us this wonderful opportunity and experience!!” 20 21 SPONSORSHIP PACKAGES 22 SERIES SPONSOR Series sponsors benefit from substantial onsite and digital exposure through the Kids Adventure Games™ platform $60,000/year ONSITE BENEFITS 6 units of on course signage 6 units of start/finish area signage Branding on start/finish structure Public announcements 20’x 20’ expo booth space Naming rights on course obstacle Prominent placement on athlete and staff T-Shirt Branding placement on award podium Special award creation Inclusion in the athlete goodie bag 2nd Place Podium Prize DIGITAL BENEFITS Logo and web-link on KAG website (205k visitors in 2017) 1 Dedicated email sends to KAG email list | 4,685 unique emails |47.7% open rate | 15.9% click rate Logo and web-link on all KAG emails 1 Sponsored blog posts on KAG website Social media integration| Facebook: 5,265 | Twitter: 800 | Instagram: 900 Full access to KAG creative content (photo, video, etc) Sponsor category exclusivity Branding on select marketing & pr materials Complimentary race entry for 4 teams per event Complimentary skills clinics for 8 participants per event OTHER BENEFITS 23 PODIUM SPONSOR Podium Sponsors benefit from substantial onsite and digital exposure through the Kids Adventure Games™ platform $45,000/year 4 units of on course signage 4 units of start/finish area signage Public announcements 15’x 15’ expo booth space Naming rights on course obstacle Branding placement on athlete and staff T-Shirt Inclusion in the athlete goodie bag 3rd Place Podium Prize Logo and web-link on KAG website (205k visitors in 2017) Logo and web-link on all KAG emails Social media integration| Facebook: 5,265 | Twitter: 800 | Instagram: 900 Limited access to KAG creative content (photo, video, etc) Branding on select marketing & pr materials Complimentary race entry for 2 teams per event Complimentary skills clinics for 4 participants per event ONSITE BENEFITS DIGITAL BENEFITS OTHER BENEFITS 24 Almost 40% of the parents attending our events earn over $100K a year. 40% earn over $200K annually! 25 CHALLENGE SPONSOR Challenge Sponsors benefit from substantial onsite and digital exposure through the Kids Adventure Games™ platform $30,000/year 3 units of on course signage 3 units of start/finish area signage Public announcements 10’x 10’ expo booth space Naming rights on course obstacle Inclusion in the athlete goodie bag Logo and web-link on KAG website (205k visitors in 2017) Logo and web-link on all KAG emails Social media integration| Facebook: 5,265 | Twitter: 800 | Instagram: 900 Limited access to KAG creative content (photo, video, etc) Sponsor category exclusivity Branding on select marketing & pr materials Complimentary race entry for 1 teams Complimentary skills clinics for 2 participants ONSITE BENEFITS DIGITAL BENEFITS OTHER BENEFITS 26 BANNER SPONSOR Banner Sponsors benefit from onsite and digital exposure through the Kids Adventure Games™ platform $15,000/year 2 units of start/finish area signage Public announcements 10’x 10’ expo booth space Inclusion in the athlete goodie bag Logo and web-link on KAG website (205k visitors in 2017) Social media integration| Facebook: 5,265 | Twitter: 800 | Instagram: 900 Limited access to KAG creative content (photo, video, etc) Branding on select marketing & pr materials ONSITE BENEFITS DIGITAL BENEFITS OTHER BENEFITS 27 PRODUCT SPONSOR Product Sponsors benefit from onsite and digital exposure through the Kids Adventure Games™ platform In-Kind Sponsor 1unit of start/finish area signage Public announcements Inclusion in the athlete goodie bag Social media integration Limited access to KAG creative content (photo, video, etc) ONSITE BENEFITS DIGITAL BENEFITS OTHER BENEFITS 28 We are entrepreneurial adventure lovers with a ton of flexibility. If you don't see an option that works for you, lets work together and design an option that does. 29 OUR STORY When Billy and Hélène Mattison met in Meribel, France, 20 years ago, adventure was part of their attraction. Since then, they’ve managed to breathe adventure into every aspect of their lives. Having boy/girl twins 16 years ago, they’ve raised their kids in Vail, Colorado, getting them outside as much as possible and giving both kids the same opportunities and challenges. Beginning with their 1st birthday party, Billy and Hélène made it an annual event to design an adventure race for the kids and their friends. Adding zip lines, biking, hiking, cargo nets, rappelling, rafting and orienteering over the years, the vision for the Kids Adventure Games™ began. After years of fun playing in the woods and parents raving, the Mattison’s approached the Vail Recreation District in 2009, about promoting an annual event during the summer months. With only 50 spots available as a single day event in its inaugural year, it was wildly successful. 4 Years later, the event grew into a 5 day event with 1500 kids vying for a spot. 30 OUR FOUNDERS An award winning, dynamic duo, Billy & Hélène Mattison, have been promoting, designing and directing (adventure) race courses for over 17 years through their company, Grand Traverse Adventures, Inc. Eco-Challenge Champion, Race Director and Course Designer, Billy exemplifies unwavering determination, inherent mental strength and inspiring enthusiasm for outdoor adventure. A natural born leader and story teller, Billy is a master at enticing kids to go farther than they thought possible and make them want to do it again. Hélène, originally from Holland, has a Degree in Physical Education, with a background in accounting, database management, and computer technology. Having worked on numerous adventure race team support crews across the globe in exotic and challenging locations, Hélène is well versed in race logistics. Hélène is the Race Promoter of the event series. Grand Traverse Adventures has been race directing for the GoPro™ Mountain Games and World T.E.A.M. Sports, before creating the Kids Adventure Games™. 31 JOIN THE ADVENTURE Helene Mattisen helene@kidsadventuresgames.com 970.401.3804 www.kidsadventuresgames.com Surveyed Event Recap: Vail Kids Adventure Games™ Cultural, Recreational & Community Category October 2nd , 2019 Vail Kids Adventure Games™: August 7-11, 2019 Hélène Mattison Kids Adventure Games, LLC 970-401-3804 helene@kidsadventuregames.com Beth Pappas Vail Recreation District, Event Manager Office: 970-479-2280 Mobile: 970 -471-5352 bpappas@vailrec.com 2Town of Vail | CSE | 09/27/2019 Overall Event Highlights & Successes 3 •Net Promoter Score (NPS) was 84% •Increased attendance by 35% over previous year •Estimated revenue generated for the Town of Vail $2,767,500 (+/-20% error level should be considered) •Added a Balance Bike Race for the little kids up to 5 years of age •Moved the Family Adventure Zone to Start/Finish Area at Mountain Plaza •Moved the check in area to the Start/Finish Area Attendance Estimate 4 How to impact attendance in 2020: •NEW course -market this so that repeat athletes are excited to return and race at a “new” venue. •Work on a new format which allows us to have a competitive category to accommodate those kids that wish to be competitive. In this wave we will particularly address the backups on the course •Invite teams from other events in the National Series to the Vail Kids Adventure Games™ with early bird registration before we open to Colorado Residents. •Expand the Balance Bike Race Town of Vail | CSE | 09/27/2019 •540 Teams; up from 2018 •1400 Participants •4285 Family Members; up from 2018 •Est 4,500 Expo Participants •450 Mud Run Competitors up from 2018 •NEW! 30 Balance Bike Participants •% of people in Vail specifically for event: 67% UP from 2018 •67% of the attendees had attended the Games in the past Visitor Type 5 •An increase in the number of participants from the Front Range, Denver and Out of State, who specifically come to Vail for this event and have scheduled their vacation time around the event. 63% up from 58% from 2018. •As the event is gaining national awareness we expect this number to increase. Vail is the Marquees Event of the National Series •Many families from our Nationwide events are now entering the Vail event. We will have a promotion early November to address the Nationwide Database for a VIP early entry opportunity. Town of Vail | CSE | 09/27/2019 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 •Events were spread days apart, therefore out of town guests had to spend several nights in Vail. •A participatory Family Adventure Zone, the Family Mud Run, The all new Balance Bike Race, watching other kids race, as well engaging families to volunteer on their non race days made it fun for families to be in town for several days •Lodging call to action increased Vail based nights stays by 14%: www.kidsadventuregames.com directed participants to three key lodging partners •Antler’s at Vail •Evergreen Lodge •The Double Tree Town of Vail | CSE | 09/27/2019 Overall Visitor Profile 7 •Our anticipated target demographic are families who want to spend their vacation participating in outdoor activities. •Survey shows we reached our target demographic area. •We will keep focusing our advertising and marketing on families who are active and are want a healthy active lifestyle. We will focus on sponsors that have the same message thus reaching a much larger audience. Town of Vail | CSE | 09/27/2019 Role/Importance of Event in Intent to Visit Vail 8 •Overall reason up from 2018 •The clinics were on Wednesday and Thursday; the races on Friday, Saturday and Sunday. The kids who would be most likely to be in the skills clinics, are the younger kids who raced on Saturday and Sunday. Therefore families who participated in both the races and skills clinics, would be staying in Vail more days. •58 % Of the skills clinics participants were overnight guests. •To increase the number of overnight Vail guests coming for the event next year, we will market to other events site nationwide to come to our marquis event. Town of Vail | CSE | 09/27/2019 NPS (Net Promoter Score)/Likelihood to Recommend 9 •The Net Promoter Score is 84. To increase this score for 2020: •Race Course: creating/adjusting the course, which allows more participation with fewer backups •More precise communication with parents and kids in months leading up to the event •Create a most competitive as well as non competitive waves, to set expectations. •Revisiting the check in communications, procedures, times and location to be even more convenient for the families. Town of Vail | CSE | 09/27/2019 Estimated Return on Investment (ROI) & Attendee Expenditures 10 To encourage spending in Vail: •The skills clinics were on Wednesday and Thursday, when the races were on Friday, Saturday and Sunday. The kids who would be in the skills clinics most are the younger kids who raced on Saturday and Sunday. Therefore families would be staying in Vail more days. •AM races and a 3 PM awards party had many families walk around and having lunch in Vail Village after finishing the race. •The Family Adventure Zone had some new, fun, free, attractions that encouraged families to come out on none race days. •The older kids raced on Friday, which encouraged younger kids to come out and watch the races and thus spend more time in Vail Village. •The number of athletes increased by 60, for race, 100 for mud run and 30 in Balance Bike Race Town of Vail | CSE | 09/27/2019 ROI up $150,000 from 2018 Event Strengths & Weaknesses 11Town of Vail | CSE | 10/09/2019 Exceeded Expectations: •Net Promoter at 84% •Previous successful events increased word -of-mouth promotion resulting in sold-out competition for the 10th year in a row. •Regional and national marketing and public relations efforts kept destination participation at 50% of total attendance and extended average length of stays •5-day event allowed for additional ancillary events for non-competitors and expanded event expo Mountain Plaza •Family Mud Run attracted 400 participants, most of which came from outside of Eagle County •Balance Bike Race for 5 year and under adventurers was a huge success and fun for all •3-day interactive Adventure Zone at Mountain Plaza •Expanded spectator guide included event info and family -friendly dinning, shopping and activities guide •Additional in-town signage improved traffic flow and event presence •Check in location at Mountain Plaza improved customer satisfaction Event Strengths & Weaknesses 12Town of Vail | CSE | 09/27/2019 Exceeded Expectations: •Modified Start/Finish/Transition layout improved traffic flow and overall experience at Mountain Plaza •Modified route eased congestion in the village; racer -public interface on Bridge Street was addressed successfully •The race course route itself was rejuvenated to keep alumni racers coming back •The race course included a ride up the gondola, showcasing Vail Mountain •Improved signage and banner plan •Increased participant numbers required additional resources on course which we were able to address to some extend •i.e. additional staff and obstacles to avoid lengthy backups •Exceptional event staff acted as ambassadors for Vail and enhanced the overall impression of the community Event Strengths & Weaknesses 13 Measures that could be taken for event improvement: •In order for participation numbers to increase the course needs to be redesigned to allow more athletes without increasing back up times at obstacles: we are again looking at clover-leaf start of the course, increasing equipment so that we can start more kids in each wave. •The amount of staff/volunteers needed is a stress factor •As destination participation increases, communication, planning and equipment requirements need to evolve. •In order to attract National Sponsors we need to improve brand awareness and improved sponsorship fulfilment. •Making the awards ceremony more engaging and entertaining to keep more participants and families around. •If we continue to time the event, measures need to be put in place to assure fairness Town of Vail | CSE | 09/27/2019 Vail Brand Compatibility 14Town of Vail | CSE | 09/27/2019 Standard of excellence met by: •Uniqueness of this event aligns with Vail’s “Like Nothing On Earth” brand •Marquee summer event for active families living in and visiting Colorado •Epitomizes Vail’s focus on Health, Wellness and Family Activities •Contributes to Vail’s sense of community •Increasingly a destination event drawing out-of-town participation, overnight stays and ancillary spending The Premier International Mountain Resort Community Community Contribution 15 Describe how the event impacted Vail’s sense of community: •Over 350 citizens and alumni athletes volunteered and supported the event, over 5 days •The 12-14 year olds raced on the first day which allowed them to be involved and mentor on course at the race the next two days of the race, thus increasing their personal ownership in the event. •Increased local vendor support: in-kind as well as with cash •Expanded growth of the expo with more vendors •Local Sport Club and Revolution Yoga demonstrations at Mountain Plaza during the Awards party. Town of Vail | CSE | 09/27/2019 Topline Marketing Efforts 16Town of Vail | CSE | 09/27/2019 •Regional Print/Online Advertising •Macaroni Kids •Elevation Outdoors •The Vail Daily •Local Radio Advertising •KZYR •KSKE •Local Television •TV8 Vail •Email Blasts •Database = 5,000 qualified emails •Onsite Event Promotion •GoPro Mountain Games •4th July Activities •Press Releases & Public Relations Efforts •Social Networking Sites •Facebook •Twitter •Bloggers •Colorado Parent •Go Pro MTN Games Guide •Spectator Guide •YouTube •Instagram Potential for Growth & Sponsorships/Media Exposure 17 •L.L.Bean, B4 Adventuers , and Hydro Flask and other sponsors saw event first hand by participating in the Expo and Races; which should generate more sponsorship participation from them next year. •Industry word of mouth (L.L.Bean, and Hydro Flask ) reaching out to others in respect to validity of the event •As brand awareness increases similar minded organizations like the Outdoor Industry Association have found us. Which should increase our partnerships in the future. •We'll be interviewing different non profit partners for entries to the games for groups like SOS, the Boys and Girls Clubs, Snowflake Foundation and The Challenged Athletes Foundation -in line with our mission statement of inclusive participation. . Town of Vail | CSE | 09/27/2019 Sustainability Efforts 18 •Recycling at expo, race and after party •Participants refill reusable water bottles/containers •Race Director brings environmental message to the event by awarding the teams that took the time to respect the environment while they raced and collected the most trash along the race course •Spectator guide printed on recycled paper with soy ink •Leave no Trace discussion of our race venue and its value in pre race communications and race meetings •Zero Hero Program was adopted •Partnership with “Keep America Beautiful” 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. Town of Vail | CSE | 09/27/2019 Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$152,500 CSE Funds:$40,000 Cash Sponsorship (not CSE):$10,500 In-kind Sponsorship:$5,000 Marketing Budget:$8,500 Profit & Loss:$0.00 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) $21,500 Operations $10,000 Expo $8,500 Marketing Appendix A: Budget Detail 20Town of Vail | CSE | 10/09/2019 2019 Vail Kids Adventure Games Budget Revenue TOV contribution $40,000 Sponsorship $8,500 In Kind $2,500 Entry Fees $101,000 Total Revenue $152,000 Expenses Advertising/Marketing $8,500 Race/Athlete Expenses $15,500 Volunteer Supplies $6,800 Course Supplies $7,500 Operating Expenses $9,500 Contract Labor $45,000 Expo expenses $14,500 Spectator Guide $6,500 Admin Expenses $7,350 Kids AG Event Fees $14,350 VRD Event Production Fees $16,500 Total Expenses $152,000 Total Income $ 0 Appendix B: ROI Detail 21 2019 Kids Adventure Games Race Only Number of Event Participants: 1500 Average Number of people in group: 3.9 Total number of event-specific attendees: 4,500 Incremental Room Nights: # of participants: 1080 Percentage of participants using paid lodging (49%) in Vail: 70% (=370) Average night stay in Vail: 3.9 Total Incremental Room Nights: 1443 Incremental Spending: Estimated total attendance 4,500 Average amount spent per person: $205 Number of days in Vail: 3 Total Estimated Incremental Spending of Race Attendees: $2,767,500 Town of Vail ROI (Adventure Games + Mud Run) Town of Vail CSE Investment: $40,000 Incremental Spending Generated: $2,767,500 TOV Sales Tax (4%): $110,700 TOV Lodging Tax (1.4%): $38,745 TOV Tax Income: $149,445 TOV Return on Investment: $69 *Information is based on 2019 post -event survey emailed to participants. Appendix C: 2019 Editorial Examples 22Town of Vail | CSE | 09/27/2019 Appendix D: 2019 Spectator Guide Example 23Town of Vail | CSE | 09/27/2019 24Town of Vail | CSE | 09/27/2019 Appendix E: RRC Survey Dashboard Kids Adventure Games Staff Event Producer, Race Headquarters and Race Logistics: Helene Mattison 970.401.3804 Communicates with team captains and coordinates with event staff. Race Director: Bill Mattison 970.376.5155 Course setting, management, rules, maps and athlete handbook. VRD Local Production Team: Beth Pappas Joel Rabinowitz Sales and Sponsorship Director/Expo Coordinator: Lisa Reeder: 970.390.4481 Transport, communications, staffing and equipment. Water Safety Director: Bill Mattison 970.331.2828 Manages ability testing and water safety staff. Climb Site Directors: Chris “Mongo” Reeder 970.390.6203 & Charlie Ebel 970.390.1698 Manage ability testing and ropes staff Skills Clinics Coordinator: Margaret Ritz 970.331.3103 Contacts: Helene Mattison First Name: Helene Last Name: Mattison Linked User Form helene@kidsadventuregames.com 2019 CSE Reviews: 17151145 Name Attachments 17151145 No 17151146 No 17151147 No 17151148 No 17151149 No 17151150 No 17151151 No 17151152 No 17151153 No 17151154 No 17151144 No What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form alisonw@vailchamber.org Tag type:dynamic 2019 CSE Reviews: 17151146 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form williambarrydavis@gmail.com Tag type:dynamic 2019 CSE Reviews: 17151147 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form kimnewbury@gmail.com Tag type:dynamic 2019 CSE Reviews: 17151148 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form mvalenti@vailresorts.com Tag type:dynamic 2019 CSE Reviews: 17151149 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form markgordonvail@gmail.com Tag type:dynamic 2019 CSE Reviews: 17151150 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form rkundolf@msn.com Tag type:dynamic 2019 CSE Reviews: 17151151 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form sbiszantz@gmail.com Tag type:dynamic 2019 CSE Reviews: 17151152 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form mvlaar@vailgov.com Tag type:dynamic 2019 CSE Reviews: 17151153 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form mmiano@vailgov.com Tag type:dynamic 2019 CSE Reviews: 17151154 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form jgross@vailgov.com Tag type:dynamic 2019 CSE Reviews: 17151144 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Kids Adventure Games Linked Form esaeger@vailgov.com Tag type:dynamic