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HomeMy WebLinkAbout37. Vail Oktoberfest_10-01-2020Events RFP 18/19/20/21: Vail Oktoberfest EVENT & APPLICANT OVERVIEW 0. Email contact Kristen@tppevents.com 1. What is the name of your event/program? Vail Oktoberfest 2. Please select the event category for your RFP. Community, Recreation & Cultural (CRC) 3. Is this a new event or program? Yes 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 09/10/2021 7. Proposed Event/Program End Date 09/12/2021 7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD: 8. Are your event/program dates set or could they changed? Event dates are flexible and can be changed 9. Name of person completing the application Kristen Horpedahl 9a. Title of person completing the application Event Director 10. Provide name of person or entity to whom the funding check will be cut. Team Player Productions 11. Mailing Address Street 3457 Ringsby Ct, Suite 107 12. City Denver 13. State Colorado 14. Zip Code 80216 15. Telephone number 3037776887 16. Email address Kristen@tppevents.com 17. Event/program and/or organization website tppevents.com 18. Number of years organization has been in business 24 19. Organization's Mission Statement Through leadership, innovation, hard work and organizational ninja skills, Team Player Productions is a world-class event production & management company, delivering successful and memorable events with a commitment to our patrons, sponsors, non-profit partners and the communities we serve. 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 Vail Valley Mountain Trails Alliance The VVMTA is the leading advocate for soft surface trails in Eagle County, CO. The VVMTA’s vision is the creation of a sustainable multi-use soft surface trail network connecting communities and neighborhoods from Vail Pass to Basalt. We promote stewardship of our public lands, sustainable trail building practices and a balance between recreation and conservation. The VVMTA maintains that trails contribute to the quality of life and economic vitality of the community. EVENT DESCRIPTION 1. Is this a new or existing event/program in Vail? New 2. Please provide a detailed description of the event/program and its activities. We would like to produce Vail Oktoberfest Friday through Sunday at 3 venues total including Vail Village, Ford Sculpture Garden Park and Lionshead. We will have several 2-hour sessions each day capped at 175 people. Entry includes live music, contests/games, select snacks and vendors. TICKET DRAFT Entrance only ticket Entrance, stein and one beer A la carte steins and merch Sell beer, wine and cocktails a la carte SESSIONS 21 Total sessions, 3675 tickets available at 175 per session or more. Friday 3-5pm, 6-8pm Saturday 11-1pm, 2-4pm, 5-7pm Sunday 11-1pm, 2-4 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. We have not blocked out venues yet. We would like the CSE’s input on venues and parts of the Village they’d like to see utilized. We would like to activate 3 venues in different parts of Vail. Ideally Vail Village, Lionshead and Ford Sculture Garden Park. 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. None 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 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. Team Player Productions is committed to producing events sustainably and taking every measure to be environmentally friendly. We have executed the following measures for our Vail events in previous years and plan to continue these practices: - Walking Mountains Science Center for trash, recycling and compost - No printed festival handouts - Banners with stickers for dates to ensure they're reusable for years to come - Reusable signage across multiple "Classic" events - No disposable table linens - Encourage kegs to reduce waste - Reusable tasting mugs, leftovers were collected and washed to be used next year In the current pandemic situation, we face a few challenges that walk the line between sustainability and public health. We needed to switch to single use cups to minimize contact. We were able to use 100% compostable cups, but would like to make the switch back to reusable cups when it is deemed safe enough to do so. We usually use fabric linens for all events, but had to switch 10-20 to plastic so that they could be sanitized between sessions. We plan to closely monitor the public health situation, as always, to keep our guests safe and be as environmentally friendly as possible. EVENT/PROGRAM PARTICIPANTS 1. Number of participants (athletes, artists, exhibitors, etc.) anticipated 50 2. Number of volunteers needed 80 3. Number of event/program staff 40 4. Estimate of total number of spectators/attendees anticipated 4,000 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 2,500 2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail 1,000 3. Estimate the number of international guests your event/program will bring to Vail 0 4. How will your event/program increase sales tax in Vail? By increasing attendance and overnight visitors we will drive our patrons to Vail hotels, restaurants and shopping in Vail Village and Lionshead. We intend to have several days of diverse activities to encourage guests to extend their stay. 5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council? We want to jumpstart this event and continue to create a community event attracting guests to Vail as an annual tradition. This event is great for all ages, attracting families, active professionals and boomers. 6. CRC - Brand Fit: How will your event or program support the Vail brand identity? Our goal is to create an Oktoberfest that showcases several venues of Vail. This event theme fits seamlessly into the setting and layout of Vail's european ski town vibe. 7. CRC - Event Timing: How is it the right event/program at the right time? This event has historically been a staple in the Town of Vail. We want to continue the tradition and bring groups to Vail in September. 8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and community members? Oktoberfest is an inclusive event that is an annual tradition for locals and visitors alike. Anyone in the area can enjoy the music. We will have limited capacity on the beer gardens for social distancing measures. 9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new programming, entertainers, adding additional days and activities.) We plan to grow this event past the pandemic. We plan to have restrictions in place for 2021 and grow the event as those restrictions are lifted. Each year will have fresh entertainment, contests and programming that fits into the Oktoberfest expectations. 10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration? Oktoberfest is a celebration in and of itself. The concept comes with expectations of beer, music, food and costumes. The out of the ordinary experience is memorable and fun. 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.) We anticipate over 25,000,000 impressions in PR/editorial with paid efforts over 3,000,000 impressions. 12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract sponsorship support? We can certainly leverage media as we are currently the one of a handful of events running during the pandemic and have shown some amount of success doing it. As for sponsorships, larger companies are still pulling back on sponsorships as they don't want to be associated with an event during a pandemic and thus any potential liability fallout. Some smaller companies are wanting to support and fill those gaps left by the larger companies however the sponsorship levels are much smaller. With the reduced numbers permitted by the public health order, it's also harder to draw in the larger dollars as we may not reach that larger audience that companies are seeking. We hope that having proven our competence and concept that we can get our larger sponsors back on board for this event. 13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to sustain and grow the event. TPP has over 24 years of event experience. We have produced over 500 events from Portland, Maine to Portland, Oregon, raising over 1.5 million dollars for our non-profit partners. From concept to creation, we’ve built wine festivals, beer festivals, food festivals, athletic events and music festivals. We build successful, engaging, memorable experiences that keep our guests and partners coming back year after year. Specifically speaking to Oktoberfest, our staff has produced the Breckenridge Oktoberfest for several years and has experience in sourcing product and programming. 13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing public health orders. Team Player Productions has a history of producing events for a wide range of audience sizes and interests. From paired lunches for 30, to free concerts over 40,000, we are flexible to the needs and goals of each of our events. In 2020 we were able to successfully complete two events with 175 person sessions under the current public health order. With 5 sessions for the weekend we brought over 875 people to Vail, not including vendors/suppliers. While in "normal" times, events like these could attract over 1000-1500 people, we were quite proud of what we were able to accomplish. This event model is quite scalable to the future public health orders. Being cognizant of social distancing, these events could continue to be produced with sessions of 175-300. We have also discussed multiple sessions running at once in separate venues to double capacity instantly. We adapted almost every aspect of the events to keep people as safe as possible and go above and beyond requirements. This included our spacing, entry policies, sanitation practices, tent/rental placement, scanning tickets and ID check, sampling, and event layout. We consulted Eagle County Public Health every step of the way to confirm our communications and practices were aligned with what they would expect. Team Player Productions is in this for the long haul of recovery and our team will continue to be creative and innovative during this time. For Oktoberfest specifically, having several sessions at 175 would be easily adapted to 500+ sessions depending on space and social distancing requirements at the time. We are able to adapt up to about 2 weeks prior to the event when we have a solid idea of what the public health orders are. 13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing public health orders. Team Player Productions has a history of producing events for a wide range of audience sizes and interests. From paired lunches for 30, to free concerts over 40,000, we are flexible to the needs and goals of each of our events. In 2020 we were able to successfully complete two events with 175 person sessions under the current public health order. With 5 sessions for the weekend we brought over 875 people to Vail, not including vendors/suppliers. While in "normal" times, events like these could attract over 1000-1500 people, we were quite proud of what we were able to accomplish. This event model is quite scalable to the future public health orders. Being cognizant of social distancing, these events could continue to be produced with sessions of 175-300. We have also discussed multiple sessions running at once in separate venues to double capacity instantly. We adapted almost every aspect of the events to keep people as safe as possible and go above and beyond requirements. This included our spacing, entry policies, sanitation practices, tent/rental placement, scanning tickets and ID check, sampling, and event layout. We consulted Eagle County Public Health every step of the way to confirm our communications and practices were aligned with what they would expect. Team Player Productions is in this for the long haul of recovery and our team will continue to be creative and innovative during this time. For Oktoberfest specifically, having several sessions at 175 would be easily adapted to 500+ sessions depending on space and social distancing requirements at the time. We are able to adapt up to about 2 weeks prior to the event when we have a solid idea of what the public health orders are. EVENT ECONOMIC IMPACT 1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program. 700 2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending generated by your event or program. $550,000 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? $550,000 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. Every ticket purchaser receives an email with lodging partner information, highlighted restaurants and other activities to do in the area. We have tracking codes and links from our lodging partners to help track the number of nights booked by the Classic. 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. Infrastructure and marketing 2. Please upload the provided complete event/program budget template here. Vail Oktoberfest 2021 Budget.xlsx 3. What percentage % of the total event/program budget is the CSE being asked to fund? 22 4. If the event/program is not funded at full request, how will the event change with a lower funding allocation? Fewer venues, ultimately leading to a smaller total capacity for the event as a whole 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.) 143,350 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. TPP Vail Events Marketing .pdf 1. Objectives: What are you trying to accomplish through your marketing efforts? Bring overnight guests to Vail for 2+ nights from the greater Denver area, Colorado as a whole, and out of state visitors to attend Oktoberfest Differentiating from other TPP events in Vail, we’d like to make this event inclusive of families. Having several different venues and session times we can allocate some that are more family friendly, or 21+ potentially. 2. Strategy: How will you meet your objectives? We have a wide variety of marketing channels and demographics focused in the Front Range and out of state. We have excellent PR and influencer partners who help promote our events. We use a combination of editorial, social media, digital/print advertising as well as a number of grass roots and partnerships. TPP has a database over 80k of active Colorado residents with an affinity for weekend travel. We target messaging to specific demographics based on their interest in mountain vacations, outdoor activities, beer, lifestyle events etc. 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 have several hotel partners for the event that we promote. After purchasing tickets we send out a "Guide to Vail" highlighting our hotel, restaurant and lifestyle partners as well as other activities to do while they're in town. Especially during COVID, we encourage people to make reservations ahead of time for meals and activities. 5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than one.) Print - Local, Print - Regional, Editorial, Radio, Television, Online Event Listings, E-newsletters, Web, Media Plan/Public Relations, Grassroots, Facebook, Instagram, Posters, Rack Cards, Flyers, Signage – Banners, etc, Co-promotions, Partnerships, Local Vail Businesses, Concierge Visits 6. Please list contact information for your Media Relations or Public Relations staff or firm. 6a. Name B PR 6b. Telephone Number (303) 658-0605 6c. Email Address tpp@wearebpr.com 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? $45,000 2. Please list your confirmed sponsors or partners. We have several sponsors who would be interested in Oktoberfest, but didn’t want to move on those preemptively. We have several sponsors who have worked with us before in Vail who are interested in expanding their reach to that market. 3. Please explain the potential for additional sponsorships or partners. As a first year event for TPP, we think that Oktoberfest will be an easier sell than other first year events. It has a name and reputation for itself. Our team has several Breckenridge Oktoberfest sponsorships from years past that we could tap into. We have several sponsors in the beverage industry who would be interested in sponsoring. Our sponsorship director is ready to begin selling this and all of our events beginning October 1st as budgets are being formed for 2021. 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.) TPP Roster.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? NA REQUIRED ATTACHMENTS References and/or referrals from other communities are required if you do not have a prior history of producing events in Vail. TPP Roster.pdf Organization rosters naming all officers, board of directors and respective positions as relevant TPP Roster.pdf OPTIONAL ATTACHMENTS List any URLs where additional information can be found, including photos, videos or other content relevant to your application. Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Oktoberfest At Vail Logo.png Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding 2020 RFP - ALL TPP EVENTS.pdf 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 Ryan Slater Number Events RFP 18/19/20/21: File Attachments 2. Please upload the provided complete event/program budget template here. Vail Oktoberfest 2021 Budget.xlsx Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and execution dates. TPP Vail Events Marketing .pdf 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.) TPP Roster.pdf References and/or referrals from other communities are required if you do not have a prior history of producing events in Vail. TPP Roster.pdf Organization rosters naming all officers, board of directors and respective positions as relevant TPP Roster.pdf Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Oktoberfest At Vail Logo.png Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding 2020 RFP - ALL TPP EVENTS.pdf Expenses Event/Program Budget for Vail Oktoberfest > Expenses3 Day Event/3 Sites Estimated Actual Total Expenses $248,125.00 $0.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees - Tents/Stages/Tables $54,000.00 Social food + Beverage $8,000.00 Insurance $5,000.00 Non-social food + Beverage $500.00 Sound/AV $4,500.00 Ice $2,000.00 Truck Rental $3,000.00 <insert Other>$0.00 Trash/Composting $3,000.00 Total $10,500.00 $0.00 Tips Training $250.00 Labor/Police/Security $20,000.00 Program/Lodging Estimated Actual Barricade $3,000.00 Entertainment $4,500.00 Banners - Printing & $5,000.00 Speakers $0.00 Signage $0.00 Travel $275.00 Steins $43,000.00 Hotel $3,500.00 Beer $15,000.00 Staff Per Diem $1,600.00 Food $3,500.00 <insert Other>$0.00 Volunteer Shirts $500.00 <insert Other>$0.00 Volunteer Donation $5,000.00 <insert Other>$0.00 Total $164,750.00 $0.00 Total $9,875.00 $0.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $0.00 Prizes $0.00 Advertising - Print $5,000.00 Cash Purse $0.00 Advertising - Social Media $15,000.00 Total $0.00 $0.00 Public Relations $4,000.00 Sales Team Expenses $1,000.00 Media TV, Production & Distribution $2,500.00 Graphic Design $2,000.00 Website $2,000.00 Collateral Materials $0.00 Printing $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Expenses <insert Other>$0.00 Total $31,500.00 $0.00 Marketing Estimated Actual Telephone/Internet $0.00 Photography $1,000.00 Transportation $0.00 Permit Fees $0.00 Postage/Shipping $0.00 In Kind Trades $30,000.00 Supplies-Office or Other $500.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $31,500.00 $0.00 Income Event/Program Budget for Vail Oktoberfest > Income Estimated Actual Total Income $268,350.00 $0.00 Tickets/Admissions Estimated Actual Estimated Actual 3000 Adults @ $35.00 $105,000.00 675 GA Tickets $10.00 $6,750.00 3000 Additional Beers $7.00 $21,000.00 200 Merchandise Sales $20.00 $4,000.00 $136,750.00 $0.00 Programs/Advertising Estimated Actual Estimated Actual 0 Covers @ $0.00 $0.00 0 Half-pages @ $0.00 $0.00 0 Quarter-pages @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 3 Large booths @ $1,000.00 $3,000.00 0 Med. booths @ $0.00 $0.00 9 Small booths @ $400.00 $3,600.00 0 <Insert Other> @ $0.00 $0.00 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $6,600.00 $0.00 Revenue from other items Estimated Actual Estimated Actual 4 Cash Sponsorships @ $5,000.00 $20,000.00 2 In Kind Sponsorships @ $0.00 $45,000.00 0 Donations @ $0.00 $0.00 Income 1 CSE Funding @ $60,000.00 $60,000.00 0 Grants @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $125,000.00 $0.00 Summary Event/Program Budget for Vail Oktoberfest > Profit - Loss Summary Estimated ActualTotal income $268,350.00 $0.00Total expenses $248,125.00 $0.00Total profit (or loss)$20,225.00 $0.00 Estimated Actual 0 50000 100000 150000 200000 250000 300000 Total income Total expenses TODAY 9/28/2020 Vail Craft Beer Classic Wine Classic at Vail Oktoberfest At Vail 6/25/2021 8/6/2021 9/10/2021 ESTIMATED DATE WEEK WHAT 6 Months Event on Facebook, Dates on calendars, Website Refresh, Eblast to save the date 12/27/2020 2/7/2021 3/14/2021 4 Months Dial in webiste for launch, prep promo materials 2/25/2021 4/8/2021 5/13/2021 18 Weeks Tease ticket launch, Eventbrite Prep, facebook event promo 2/19/2021 4/2/2021 5/7/2021 17 Weeks Send promo kit to partners, concierge email, comarketing kits, prep press release 2/26/2021 4/9/2021 5/14/2021 16 Weeks Launch Tickets, press release, digital ads 3/5/2021 4/16/2021 5/21/2021 15 Weeks Create promo codes for partners and influencers 3/12/2021 4/23/2021 5/28/2021 14 Weeks Poster/flier design, refresh digital ads 3/19/2021 4/30/2021 6/4/2021 13 Weeks Facebook marketing out of state focus 3/26/2021 5/7/2021 6/11/2021 12 Weeks Resend concierge email, eblasts 4/2/2021 5/14/2021 6/18/2021 11 Weeks Eblasts, refresh digital ads 4/9/2021 5/21/2021 6/25/2021 10 Weeks Eblasts, refresh digital ads 4/16/2021 5/28/2021 7/2/2021 9 Weeks Print materials sent in, order merch 4/23/2021 6/4/2021 7/9/2021 8 Weeks Resend concierge email, 4/30/2021 6/11/2021 7/16/2021 7 Weeks Eblasts, refresh digital ads 5/7/2021 6/18/2021 7/23/2021 6 Weeks Eblasts, refresh digital ads 5/14/2021 6/25/2021 7/30/2021 5 Weeks Posters/fliers in market, visit concierges 5/21/2021 7/2/2021 8/6/2021 4 Weeks Resend concierge email, 5/28/2021 7/9/2021 8/13/2021 3 Weeks Local print ads start, facebook marketing shifts to in- state focus 6/4/2021 7/16/2021 8/20/2021 2 Weeks Resend concierge email, create photography list, send comps 6/11/2021 7/23/2021 8/27/2021 1 Week Marketing as needed 6/18/2021 7/30/2021 9/3/2021 Week Of Creat post event survey and save the date Name Title Email Phone Jason Ornstein Owner/President Jason@tppevents.com 303-475-2789 Ryan Slater Event Director Ryan@tppevents.com 520-370-8014 Kristen Horpedahl Events & Marketing Director Kristen@tppevents.com 505-690-1957 Sandy Metzger Event Director Sandy@tppevents.com 970-485-1472 Name Title Email Phone Jason Ornstein Owner/President Jason@tppevents.com 303-475-2789 Ryan Slater Event Director Ryan@tppevents.com 520-370-8014 Kristen Horpedahl Events & Marketing Director Kristen@tppevents.com 505-690-1957 Sandy Metzger Event Director Sandy@tppevents.com 970-485-1472 Name Title Email Phone Jason Ornstein Owner/President Jason@tppevents.com 303-475-2789 Ryan Slater Event Director Ryan@tppevents.com 520-370-8014 Kristen Horpedahl Events & Marketing Director Kristen@tppevents.com 505-690-1957 Sandy Metzger Event Director Sandy@tppevents.com 970-485-1472 Attachment: Oktoberfest-At-Vail-Logo.png Team Player Productions Event Series EVENT HIGHLIGHTS 30+ Sampling options. One per 6 guests, no lines ever! (Most events like this have one station per 50-100 guests) 91% Came to Vail exclusively for the event 82% Diversion Rate with 99lbs of compost, 340lbs recycling over the event weekend, saving hundreds of bottles and cans from ending up in the landfill $261 Average spend during their stay in Vail (excluding lodging) 90% Of guests were first-year attendees 2020 EVENT FORMAT 72% Attendees surveyed are “very” or “extremely likely” to return for the event, even with the COVID restrictions ZERO COVID cases tied to the events, 600-900 Total attendees per event. 175 per session 4-6 Sessions over 2 days. Every session is essentially a VIP event 90 Minute sessions with limited food to encourage dining in Vail THE CLASSIC’S IMPACT 85% Stayed in paid lodging in Vail 91% Came to Vail specifically for the event 80% were overnight guests * Craft Beer Classic only - waiting on survey results from Wine Classic at Vail $189K Estimated gross revenue generation for the Town of Vail from the Vail Craft Beer Classic 1.6 Average nights stayed 194 Estimated number of room nights generated in Vail by the event $259 Average room rate per night DEMOGRAPHICS GENDER MALE FEMALE 61%39% AGE 25-34 35-44 45-54 55-65+ 31%18%27% WOULD ATTEND THE VAIL CRAFT BEER CLASSIC NEXT YEAR HAD NOT ATTENDED THE EVENT PREVIOUSLY ATTENDED WITH MORE THAN TWO PEOPLE56% 90% 94% WERE NOT LOCAL TO VAIL VALLEY91% INCOME 24%55K - 99K 100K - 199K42% 31%200K - 500K+ HAVE A BACHELORS DEGREE OR HIGHER LEVEL OF EDUCATION84% 41% attended with their spouse/significant other. The average age of the respondents was 45.9. * Craft Beer Classic only - waiting on survey results from Wine Classic at Vail 24% COVID’S IMPACT • 60% said COVID is impactful to their decision to attend events • Less than 2% felt uncomfortable/unsafe with TPP’s COVID procedures • Approximately 65% are comfortable attending larger scaled events in the future • 63% liked the size of the COVID scaled events PLANNING FOR 2021 • 2 hour sessions instead of 90 minutes • Additional sessions over the weekend • Scale the capacity to grow as regulations are lifted • Keep the overall experience VIP OUR BACKGROUND 21 POSSIBLE SESSIONS EXPERIENCE OUR GOAL IS ALWAYS TO CREATE A QUALITY AND ENTERTAINING EVENT FOR OUR GUESTS THAT KEEP THEM CRAVING COMING BACK YEAR AFTER YEAR ADAPTABILITY TPP HAS A SOLID MODEL FOR SCALING OUR EVENTS BRINGING OUR MODEL TO OKTOBERFEST LARGE EVENT PRODUCTION IN VAIL TPP HAS DONE MOSTLY SMALLER SAMPLING EVENTS, BUT OUR ROOTS ARE IN LARGE EVENTS LIKE TASTE OF FORT COLLINS, DENVER PEOPLE’S FAIR, AND BRECKENRIDGE OKTOBERFEST. WE HAVE THE STAFF AND KNOWLEDGE TO PULL OFF MULTIPLE MINI EVENTS AT ONCE. 2-3 VENUES 3,675 ATTENDEES AT (175 PER SESSION) 2 Hour sessions with limited food to encourage dining in Vail SAFETY WE WENT ABOVE AND BEYOND REQUIRED SAFETY PRACTICES IN 2020 AND HAD ZERO COVID CASES TIED TO THE EVENTS TPP’S 2021 GOAL GROWTH EXPANDING CAPACITIES AND ADDING ADDITIONAL OPTIONS TO PARTICIPATE PRESTIGE IN THE BEER & WINE INDUSTRY AND AS A FOOD AND BEVERAGE EVENT HIGHLIGHTING VAIL’S DINING SCENE QUALITY EVENTS FEATURING VAIL AS ONE OF THE ONLY DESTINATIONS PUTTING ON EXCLUSIVE EVENTS SCALEABLE PROGRAMMING AS RESTRICTIONS AND RULES CHANGE OVER THE NEXT SEVERAL YEARS Contacts: Ryan Slater First Name: Ryan Last Name: Slater Linked User Form Kristen@tppevents.com 2019 CSE Reviews: 21149673 Name Attachments 21149673 No 21149674 No 21149675 No 21149676 No 21149677 No 21149678 No 21149679 No 21149680 No 21149681 No 21149682 No 21149683 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 Vail Oktoberfest Linked Form esaeger@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21149674 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 Oktoberfest Linked Form alisonw@vailchamber.org Tag type:dynamic 2019 CSE Reviews: 21149675 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 Oktoberfest Linked Form williambarrydavis@gmail.com Tag type:dynamic 2019 CSE Reviews: 21149676 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 Oktoberfest Linked Form kimnewbury@gmail.com Tag type:dynamic 2019 CSE Reviews: 21149677 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 Oktoberfest Linked Form mvalenti@vailresorts.com Tag type:dynamic 2019 CSE Reviews: 21149678 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 Oktoberfest Linked Form markgordonvail@gmail.com Tag type:dynamic 2019 CSE Reviews: 21149679 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 Oktoberfest Linked Form rkundolf@msn.com Tag type:dynamic 2019 CSE Reviews: 21149680 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 Oktoberfest Linked Form sbiszantz@gmail.com Tag type:dynamic 2019 CSE Reviews: 21149681 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 Oktoberfest Linked Form mvlaar@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21149682 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 Oktoberfest Linked Form mmiano@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21149683 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 Oktoberfest Linked Form jgross@vailgov.com Tag type:dynamic