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.
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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
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Total income
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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
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Submission Date
Linked Events 2019
Vail Oktoberfest
Linked Form
esaeger@vailgov.com
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Linked Events 2019
Vail Oktoberfest
Linked Form
alisonw@vailchamber.org
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2019 CSE Reviews: 21149675
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Linked Events 2019
Vail Oktoberfest
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williambarrydavis@gmail.com
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2019 CSE Reviews: 21149676
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Linked Events 2019
Vail Oktoberfest
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kimnewbury@gmail.com
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2019 CSE Reviews: 21149677
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Linked Events 2019
Vail Oktoberfest
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mvalenti@vailresorts.com
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2019 CSE Reviews: 21149678
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Linked Events 2019
Vail Oktoberfest
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markgordonvail@gmail.com
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2019 CSE Reviews: 21149679
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Vail Oktoberfest
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rkundolf@msn.com
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2019 CSE Reviews: 21149680
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Vail Oktoberfest
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sbiszantz@gmail.com
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2019 CSE Reviews: 21149681
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Vail Oktoberfest
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mvlaar@vailgov.com
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2019 CSE Reviews: 21149682
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Vail Oktoberfest
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mmiano@vailgov.com
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Vail Oktoberfest
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jgross@vailgov.com
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