HomeMy WebLinkAbout36. Vail Yeti Hockey_10-01-2020Events RFP 18/19/20/21: Vail Yeti Hockey
EVENT & APPLICANT OVERVIEW
0. Email contact
chrishuntington10@gmail.com
1. What is the name of your event/program?
Vail Yeti Hockey
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?
$15,000
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
$60,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
01/08/2021
7. Proposed Event/Program End Date
12/18/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
Remaining 2020 dates 12/04, 12/05, 12/11, 12/12
2021 home game dates 01/08, 01/09, 01/22, 01/23, 01/29, 02/05, 02/06, 02/19, 02/20, 03/05, 03/06, 03/12, 03/13, 03/19, 03/20,
03/26, 04/03,
Nov/Dec 2021 TBD
8. Are your event/program dates set or could they changed?
Event dates cannot be changed
9. Name of person completing the application
Chris Huntington
9a. Title of person completing the application
Managing Director
10. Provide name of person or entity to whom the funding check will be cut.
Vail Yeti Hockey LLC
11. Mailing Address Street
P.O.Box 6008
12. City
Vail
13. State
Colorado
14. Zip Code
81658
15. Telephone number
203-770-2918
16. Email address
chrishuntington10@gmail.com
17. Event/program and/or organization website
vailyetihockey.com
18. Number of years organization has been in business
8
19. Organization's Mission Statement
To provide family friendly entertainment and a unique and memorable experience for overnight guests. To operate a high level
team that attracts recent college and pro players to live and play in Vail. To be a positive member of the community by raising
awareness to various local charities and being role models to the younger kids.
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?
Yes
22a. Please name and describe the beneficiary
In the last couple of years the Yeti raised money and awareness for Eagle County Humane Society, Eagle County First Responders
Fund, Pink Vail, Vail International youth hockey trip, and individuals cancer funds.
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?
8
1b. Please describe the location(s) of the event or program in previous years.
Home games and practices are held at Dobson Arena.
2. Please provide a detailed description of the event/program and its activities.
Vail Yeti games are special events that include a full check 60 minute game with 2 intermissions. Hard hitting action with a live
D.J. or live band, plus intermission contests and good food and drink makes for an energetic and exciting environment.
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.
Our location is Dobson Arena for games and practices. The Yeti contract each with VRD for the use of the Arena. Practices and
games go from November through early April.
Tentative Game Schedule 2020-21:
12/4-5 vs Jackson Hole
12/11-12 vs Cincinnati
1/8-9 vs FDNY
1/22-23 vs Boulder
1/29 vs Breckenridge (1/30 Away vs Breck)
2/5-6 vs Texas
2/19-20 vs Denver, (2/26-27 Away Sun Valley)
3/5-6 vs TBD
3/12-13 vs FDNY
3/19-20 vs Boulder
3/26 vs Breckenridge (3/27 Away vs Breck)
4/3 vs Aspen (4/2 Away vs Aspen)
Nov/Dec 2021 TBA
.
4. Do you plan to use Vail Recreation District Facilities?
Yes
4a. Please attach letter or email confirmation from Vail Recreation District if using VRD facilities.
Lease Email.docx
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.
Approximately 5 Away games at Breckenridge (2), Aspen, and Sun Valley (2)
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
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)
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.
The Yeti are committed to environmental sustainability. Announcements are made every period to reuse and recycle. All food and
beverage is handled by VRD.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
800
2. Number of volunteers needed
0
3. Number of event/program staff
5
4. Estimate of total number of spectators/attendees anticipated
2,000
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
200
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
600
3. Estimate the number of international guests your event/program will bring to Vail
10
4. How will your event/program increase sales tax in Vail?
Our event increases sales tax through the utilization of Dobson Arena increasing food and beverage sales by bringing guests into
Dobson and creating residual sales throughout town. Also, our visiting teams spend dollars on hotel rooms, shopping and skiing.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
Yeti hockey is a fast, cutting edge sporting event that appeals to locals and visitors. Our event provides a memorable experience
for visitors which contributes to their overall experience. The Yeti are part of a vibrant and diverse local economy with an
abundance of cultural, recreational and entertainment options.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
The Vail Yeti contributes to the vitality and fun of being in Vail. Our event drives overnight guest stays and contributes to a
memorable experience that brings people back for future visits.
7. CRC - Event Timing: How is it the right event/program at the right time?
Vail Yeti Hockey is a perfect winter event for those visitors and locals seeking an exciting yet family friendly activity and
entertainment. Our event fills a niche in Vail for exciting weekend entertainment.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
I believe Vail Yeti Hockey attracts both visitors and community members through an exciting atmosphere of music, action, and
great food and drink. It has all the components of a great event for those visiting on vacation or blowing off steam on a weekend.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
Each game is fresh content. We seek to continue to add successful activation with every new season whether it be with a DJ or
live bands or Bark Madness, theme nights, or contests..
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
Yeti games create an exciting "buzz" around town. Normally a sold out game brings vitality, fun, and celebration. It helps to win
also. We will seek creative ways to keep vitality and fun despite smaller crowds.
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.)
The marketing reach extends throughout the Vail Valley with social media, newspaper, radio, video content, posters, and
banners..
2 million marketing impressions per season through Vail Daily, KZYR, Instagram and Facebook, website, banners, video clips, and
video broadcasts.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
We have increased media leverage every year, with newspaper, digital, social, radio, and video streaming. I believe there is still
untapped potential with video commercials and streaming subscriptions.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
The producer has been operating the Vail Yeti for seven seasons and previously was a coach and General Manager for several
college and pro teams.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
The event seeks to adapt to changing health orders with flexibility and new revenue streams. We can expand or reduce crowd
size from game to game and can work with teams to reschedule if needed due to public health orders.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
same
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
375
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$560,000
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?
$10
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.
Event Producer acts as booking agent for the visiting teams, negotiating rates and helping them book rooms in Vail. Producer also
books rooms for players and family connected with theYeti.
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.
Requested funds from CSE will be used for operations. The funds will defray cost of ice rental, hotel rooms, referees, marketing
activation, video production, and game staff.
It is important to note, there are funds generated by Dobson Arena through sale of ice rental to the Yeti and the majority of Food
and Beverage sales from games stay with VRD and are not part of the Yeti revenue.
2. Please upload the provided complete event/program budget template here.
Vail Yeti Hockey.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
56
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
Without full funding we risk losing the season or playing a truncated schedule. Without full funding a minimum of four teams that
require a hotel incentive provided by the Yeti will be canceled. It is important to note that Public Health and VRD are drafting new
guidance for '20-'21 which should be available this week. This new guidance may effect the "ask" in this application. We should
have a better idea how we can move forward when the new guidance becomes available. It may change the number of games we
can play and it may also effect the number of fans allowed into games.
5. Should the CSE decide not to support this event/program at all, will it still occur?
No
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.)
25,000
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.
Vail Yeti Marketing Plan.xlsx
1. Objectives: What are you trying to accomplish through your marketing efforts?
We are trying to accomplish a "can't miss event" and continue to grow the fan base.
Despite a much different challenge to marketing in the age of Covid, we intend to market the team in much the same way as
usual by advertising in the paper, sending social media posts but also finding ways to bring the game to the fans instead of the
fans coming to the game.
2. Strategy: How will you meet your objectives?
We will meet these objectives by advertising and promoting. Because crowd size will be limited this year, we will bring the game
to the fans. We will create a story around each game that promotes a desire to see the outcome. We will advertise video
broadcasts and partner with local businesses.
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.)
We plan to use rack cards and posters. The plan is to live stream games into bars, restaurants, hotels, and homes which will
promote our sponsors. Local businesses will be chosen to take part in intermission activities to cross promote business.
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, Radio, Television, Online Event Listings, Web, Media Plan/Public Relations, Grassroots, Facebook,
Instagram, Posters, Rack Cards, Flyers, Event/Program App, 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
Chris Huntington
6b. Telephone Number
203-770-2918
6c. Email Address
chuntington@charter.net
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$20,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$5,000
2. Please list your confirmed sponsors or partners.
Vail Summit Ortho
Gorsuch
Bonfire
Two Arrows
Garfinkel's
Altitude Bar and Grill
Bart and Yeti's
Turtlebus
Coloradoskitowns.com
Molson Canadian
Vail Brewing Co.
Dave and Matt Vans
Root and Flower Wine Bar
Vail Daily
KZYR Radio
3. Please explain the potential for additional sponsorships or partners.
We find new sponsors every season. Vail Yeti Hockey is a great way for local companies to get exposure. Radio and Video should
open more opportunities.
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.)
Yeti Sponsor Guide 2020-21.pdf
REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL
This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other
requests will be accepted.
Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero
Hero,etc.
1. Do you need facility rental relief?
No
ADDITIONAL INFORMATION
Are there any questions you have for the CSE or other things you'd like to share with the board that are not
included in the application?
Currently, Dobson Arena has a limit of 100 max capacity. This restriction makes it difficult to operate a team on gate revenue. It
also effects sponsorship and food and beverage revenue. The $60,000 ask in this application reflects the anticipated hole in our
budget to run a relatively "normal' Yeti season of 20 home games and 5 away games.
Public Health and VRD will be issuing updated guidance this week that could effect the number of games we are allowed to play,
the date we can start, and the number of fans allowed in the building. This new guidance may change the projected budget and
the numbers included in this application. I can address new developments in the interview portion of the application.
REQUIRED ATTACHMENTS
2020 Event Recap
CRC 2020 Event Recap No Survey.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
Yeti Officers.docx
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
vailyetihockey.com
www.facebook.com/vailyetihockey/
Instagram@vailyetihockey
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.
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Linked Contact
Chris Huntington
Number
Events RFP 18/19/20/21: File Attachments
4a. Please attach letter or email confirmation from Vail Recreation District if using VRD facilities.
Lease Email.docx
2. Please upload the provided complete event/program budget template here.
Vail Yeti Hockey.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
Vail Yeti Marketing Plan.xlsx
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.)
Yeti Sponsor Guide 2020-21.pdf
2020 Event Recap
CRC 2020 Event Recap No Survey.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
Yeti Officers.docx
Chris,
I hope this email works for the CSE that we are working together to create a Yeti season. We
will have a user agreement soon and plan to host a Yeti season as soon as possible.
Let me know if you need anything else at this time. We probably need to connect on the latest
COVID situation. We are in the middle of a draft with public health and should have a solid idea
this next week on how much we can expect to host this winter.
Jared Biniecki
Dobson Arena GM
U.S. Ice Rinks Association CIRM
970-479-2271
www.vailrec.com
Sheet1
Vail Yeti Hockey
TOTAL EXPENSES 107,000
SITE/LOCATION/OPERATIONS
Game Ice Rental 11,000
Practice Ice Rental 5,000
Game Staff 6,200
Security 5,100
Insurance 1,000
28,300
PROGRAM/LODGING
Management Fees 25,000
Hotel Fees Defrayment 15,000
Road Trip SV 8,000
Website 850
Uniforms/Equip 2,000
GM Travel 3,000
53,850
MARKETING
Printing 1,450
Video Production (8 games)16,000
Activation 2,400
Graphic Design 1,500
Advertising 3,000
Photography 500
24,850
Vail Yeti Hockey
Sheet1
TOTAL INCOME
Tickets
100 per game @$10 20,000
Food and Beverage 2,000
Sponsorship not including TOV 12,000
Commercials 8,000
Merchandise 5,000
47,000
Vail Yeti Hockey
SUMMARY
TOTAL PROFIT LOSS
Total Income 47,000
Total Expenses 107,000
Estimated Loss 60,000
Sheet1
Vail Yeti Hockey
Marketing Plan
OBJECTIVE:
Bring the game to the fans
With limited crowd size it is important to stay visible
MARKETING BUDGET 24,850
Printing 1,450
(Banners, Rack Cards, Posters)
Video Production 16,000
Live Streaming
Professional Production of 6-8 “Marquee” games
Stream games into local bars and hotels
Create Roku and YouTube channel
Sell commercial advertising space
TV
12/4, 12/5 v Jackson Hole
1/9 v FDNY
1/29 v Breck
2/5, 2/6 v Texas
3/12 v FDNY
3/26 v Breck
4/3 v Aspen
Activation 2,400
Live band 3-4 times
Distribution of rack cards
Intermission contests
Supplies
Sheet1
Graphic Design 1,500
Fee for designing ads and promos
Advertising 3,000
Print Ads
Advertisements promote sponsor and video streaming
Advertising schedule
12/4, 1/8, 1/22, 1/29, 2/5, 2/19, 3/12, 3/19, 3/26, 4/3
Photography 500
Photos needed for promotional purposes
PROPOSAL GUIDE 2020-2021
VAIL YETI HOCKEY CLUB
WHO ARE THE VAIL YETI?
●
●
●
●
●
●
VAIL YETI MARKETING POWER
•
•
•
•
•
•
•
•
DOUBLE DIAMOND
PRESENTING SPONSOR
●Official Presenting Sponsor of the Vail Yeti
●Top billing for all print and digital advertising
●Banners in the arena
●Most prominent uniform and in-town banner placement
●Co-branding on schedules, website, some merchandise
●Mentions every period - Intermission Sponsor
●10 season tickets (subject to crowd size restriction)
●Commercials on Video Broadcasts
cost: $20,000
BLACK DIAMOND
SPONSOR
●Banner in rink
●Logo on uniform and website
●Logo on print ads and rack cards
●Choices of special promotions
●Logo on in-town banners and posters
●Mentions at all home games
●6 season tickets (subject to restrictions)
●Commercials on Video Broadcasts
cost: $5,000
YETI SPONSOR
●Banner in Rink
●Logo on website
●Logo on pocket/poster schedules
●Customized in-game promos
●Mentions at all home games and on social media
●4 season tickets (subject to restrictions)
●Commercials on Video Broadcasts
cost: $2,000
ZAMBONI AND ICE SURFACE
●Create an impression for all visitors to see
●Dobson Arena has over 100,000 visitors per year
●Zamboni and Ice Surface Ads (4ft. x 6ft.)
●Minimum 2 year commitment
cost: Ask for price
Thank You!
For more information or to discuss partnership opportunities, please contact:
General Manager: Chris Huntington
203-770-2918
chuntington@charter.net
Vail Yeti Hockey LLC mailing address:
Vail Yeti, PO Box 6008. Vail, CO 81658
vailyetihockey.com
https://www.facebook.com/vailyetihockey/
Event Recap: Vail Yeti Hockey
Cultural, Recreational & Community Category
VAIL YETI HOCKEY: Winter 2020
Christopher Huntington
Phone: 203.770.2918
chuntington@charter.net
Overall Event Highlights & Successes
Estimated Attendance Results
●
●
●
●
Estimated Attendee Profile Results
Estimated Spending Results
NPS (Net Promoter Score)
Event Strengths & Weaknesses
Vail Brand Compatibility
•
•
Community Contribution
Topline Marketing Efforts
•
Potential for Growth & Sponsorships/Media Exposure
Sustainability Efforts
Event Budget
* Event producer to attach detailed budget for recap
2020 Vail Yeti Detailed Budget
14,499 Arena rental 884 Website
6,600 Bus 7,418 Equipment
1,520 Insurance 5,500 GM travel/expenses
10,481 marketing expense 3,882 Advertising
2,430 Printing 2,400 Financing
2,760 Merch COG 7,300 Hockey Staff
9,000 Management fees
20,486 Hotel
10,000 Security
5,120 Game staff
7,560 Referees
Total Expenses 117,840
1.Vail Daily print and digital ads before each
home weekend.
2.Entrance Banners - Lionshead, Vail Village,
Dobson Arena.
3.Poster, pocket schedules, rack cards
distributed to businesses and hotels.
4.Increase presence on social media through
contests and fan engagement.
5.Radio and TV8 ads plus game promotions.
6.Promotions directed at increasing targeted
segments of population such as children,
families, and novice hockey fans.
7.Vail Yeti players into the community through
such activities as coaching and volunteering.
8.Enhance national visibility through league wide
sponsorship and promotion.
Detailed Vail Yeti Marketing Plan
Vail Yeti Officers
Christopher C Huntington –
Managing Director
203-770-2918
William Foster –
Player/Coach
518-810-2230
Contacts: Chris Huntington
First Name:
Chris
Last Name:
Huntington
Linked User Form
chuntington@charter.net
2019 CSE Reviews: 21212344
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2019 CSE Reviews: 21212353
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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
Vail Yeti Hockey
Linked Form
mmiano@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 21212354
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
Vail Yeti Hockey
Linked Form
jgross@vailgov.com
Tag
type:dynamic