HomeMy WebLinkAbout44. The Lionshead Farmers Market_10-01-2020Events RFP 18/19/20/21: The Lionshead Farmers Market
EVENT & APPLICANT OVERVIEW
0. Email contact
info@reneventproductions.com
1. What is the name of your event/program?
The Lionshead Farmers Market
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
$38,500
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
06/20/2021
7. Proposed Event/Program End Date
09/05/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
6/20 6/27 7/4 7/11 7/18 7/25 8/1 8/8 8/15 8/22 8/29 9/5
8. Are your event/program dates set or could they changed?
Event dates cannot be changed
9. Name of person completing the application
Angela Mueller
9a. Title of person completing the application
Owner
10. Provide name of person or entity to whom the funding check will be cut.
Ren Event Productions
11. Mailing Address Street
3011 Basingdale Blvd
12. City
Vail
13. State
Colorado
14. Zip Code
81657
15. Telephone number
9704013320
16. Email address
info@reneventproductions.com
17. Event/program and/or organization website
www.reneventproductions.com
18. Number of years organization has been in business
22
19. Organization's Mission Statement
Ren is not just an event and production company. Cultivating relationships is what we do. It’s our source of inspiration and an
ever-present reminder of why we love our jobs. Whether a client or internal employee, a vendor or local farmer, these connections
are key to our innovation, creativity, culinary insight, and most importantly, to satisfying the locals and guests in Colorado and
beyond.
20. Organization's Tax Status
For Profit
21. If applicable, please attach current State Department of Revenue Certificate with this application.
22. Does the event or program benefit a charity or organization?
No
EVENT DESCRIPTION
1. Is this a new or existing event/program in Vail?
New
2. Please provide a detailed description of the event/program and its activities.
The goal of The Lionshead Farmers Market is to enhance business in Lionshead on Sundays and bring guests into this amazing
area of Vail. We will have Colorado based artisans that create unique handcrafted items, farms, and take-home food. The event
will in Lionshead from 10 am- 3 pm each Sunday.
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 will be using the Lionshead promenade and contact Arrabelle in the near future about using the space.
4. Do you plan to use Vail Recreation District Facilities?
No
5. If any of the event/program takes place outside of the Town of Vail, please explain where the event will take
place and why.
N/A
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
Use of Zero Hero Tents & staffing, Use of recyclable materials - banners, paper, etc., Ban use of plastic bags, Remind guests to
bring re-usable bags and water bottles, Encourage use of bicycles, buses, shuttles, carpools, walking or public transit to event,
Enforce no idling policy for staff and guests, Recycling required in all areas of event, Wastewater will be properly disposed of, Use
eco-friendly serving utensils (compostable or recyclable), Ban styrofoam, not allowed within town limits, Compost food waste,
Provide water bottle filling stations, Provide secure bike parking area
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 Lionshead Farmers' Market will recycle and compost as much waste as possible, with limitations due to COVID-19 (disposable
masks, etc.). One of the top priorities of the Lionshead Farmers' Market will be environmentalism and sustainability, eating local,
reducing waste, reusing what we can, and recycling and composting what we cannot.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
26
2. Number of volunteers needed
0
3. Number of event/program staff
4
4. Estimate of total number of spectators/attendees anticipated
40,000
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
12,000
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
24,000
3. Estimate the number of international guests your event/program will bring to Vail
4,000
4. How will your event/program increase sales tax in Vail?
The event will give guests another location to enjoy in Vail and purchase handcrafted goods, tasty food, and unique items. We will
bring guests to Lionshead to explore what Lionshead has to offer.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
The Lionshead Farmers' Market will increase guests in Lionshead and connect with the Vail Farmers' Market, helping to grow
community between the two areas. The event will bring vibrancy to Lionshead. We look forward to expanding the guests' stay by
providing outdoor shopping, entertainment, and good food to accompany all of the hiking, biking, and exploring Vail has to offer.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
We support the Vail Brand by instilling a high-quality event that brings all varieties of guests from different demographics into
town. The market will feature unique artisans and chefs, making it an unforgettable event for our guests.
7. CRC - Event Timing: How is it the right event/program at the right time?
For years, the business owners of Lionshead have requested an event like this one. We will work within the guidelines of COVID.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
We will have a mix of handmade Colorado items, take-home food, and farms. The variety and difference of vendors from those at
the Vail Farmers' Market will bring guests from town into Lionshead to explore not only the Market, but other shops and stores
within the Lionshead area.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
We will have a mix of entertainment all summer, and our vendors will change and evolve as we will work with the Vail Market to
ensure we have a unique blend of artisans and food in each spot.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
We will have a community event that brings vitality to Lionshead. There is an expressed demand for this type of event in
Lionshead, and we will work to keep it small, fresh, unique, and entertaining.
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 will coordinate with our other events to ensure our marketing reach is over 500,000 guests. Our ability to contact interested
individuals will be a great value and help ensure this event's success.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
The Vail Farmers' Market's success has the potential to attract individuals to explore and support a new venture in Lionshead.
While safety is our top priority, and this is a great and important selling point for our sponsors, we will do our best to make this
venture as fun, unique, and exciting as possible to attract guests, sponsors, and locals.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
In 1992, Angela Mueller began planning small events in the Vail Valley. With just herself, a family, and a growing reputation for
extraordinary events, Angela turned her passion into a business, and Ren Productions came to life.
At Ren Productions, Angela and her team specialize in providing quality event planning and consultation services for corporations,
associations, and charitable organizations.
The team at Ren Productions has experience with a wide range of events and shows, collaborating with a variety of clients. Ren
has a network of staff and vendors to ensure all of each event's elements blend seamlessly.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
The producers of the Lionshead Farmers' Market also run the Vail Farmer's Market, which is an excellent example of their ability
to adjust to changing public health orders. The Vail Farmers' Market created COVID-19 guidelines that were adopted by Farmers'
Markets throughout the state, initiated new rules on market vendors and attendees, purchased personal protective equipment,
and implemented a ticketing system to regulate volume and one-way flow of guests. They also provided extensive signage
reminding people of the risks, provided reservations to help manage social distancing and inform guests of the new requirements
and responsibilities. While conditions evolve and change, the producers have great respect for public health orders. They will
continue to follow the most rigorous recommendations set by the government while acting in the best interest of the community
as a whole.
The producers have been able to produce and follow guidelines that have been set forth to ensure events are safe. We want our
guests to explore Lionshead in a safe environment.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
We have evolved and changed our events this year, and we will be able to do this with any new events that occur. We have been
involved with International, National, Statewide, and local task forces, and we feel this knowledge and experience has helped us
move forward since COVID began.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
4,000
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$988,000
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?
$8,000,000
ROI in this case refers to for each dollar the event/program is funded, how many dollars will be received by the Town of Vail from event impact.)
Example: Estimated ROI - Formula: # of attendees x total average spending = $ (2000 attendees) x ($240 daily spend ) = $480,000
4. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a
description of how you will track the number of lodging nights generated. REMINDER: Per the CSE funding
agreement, the event producer is REQUIRED to direct attendees to book in Town of Vail hotels and lodges.
We will have our PR team, and all our marketing be directed toward bringing guests into town. We will work with Intercept and
the town to ensure we know our room nights.
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.
We have been able to create a fantastic event for Vail and Meadow Drive, and we now have an opportunity to bring it to
Lionshead. The funds would be used to provide social media, website design, and marketing for the Lionshead Farmers' Market.
The funding will also be used for staffing this event.
2. Please upload the provided complete event/program budget template here.
LHMARKET2021Budget.xlsb
3. What percentage % of the total event/program budget is the CSE being asked to fund?
50
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
If we are unable to receive funding, the event will be only be held for a limited time or may not occur at all. The first year of this
event will be amazing in helping it grow and evolve. We see this event as an opportunity to showcase what Lionshead has to offer
and we take pride in working at making this happen.
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.)
20,150
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.
LionsheadMarketMarketingplan2021.pdf
1. Objectives: What are you trying to accomplish through your marketing efforts?
This is a new event, but also can be viewed as an extension of the Vail Farmers' Market. Our goal will be to raise awareness of
the event with our local businesses first, then our PR will work at ensuring that all visitors in Vail, the region, and the state
(especially the Front Range) are aware of the new Lionshead Farmers' Market.
2. Strategy: How will you meet your objectives?
We will provide fresh press releases and print advertisements as well as social media. Each week, we send out multiple social
media updates featuring vendors and products. We will focus on local, regional, and state advertisements, drawing more people
to come to Vail from the Front Range and vacationers from other states.
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 will be having postcards brought to every business in Vail. We will work with the local companies to ensure that they can be in
the Lionshead Market if interested. We will work with the businesses to create a plan for summer events to get to our customers.
5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than
one.)
Print - Local, Print - Regional, Print - National, Web, Media Plan/Public Relations, Facebook, Instagram, Twitter, Rack Cards,
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
ThinkBIg Media
6b. Telephone Number
(970) 333-3395
6c. Email Address
kate@thinkbigmediapr.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$16,500
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$250
2. Please list your confirmed sponsors or partners.
No one at this time, however in negotiations with National Sponsor. All based on COVID outcome.
3. Please explain the potential for additional sponsorships or partners.
We are working on creating sponsorship connections. COVID has halted many negotiations, and we are communicating with our
sponsors to find avenues to promote their goods. We feel that we will know more about our sponsors in the coming months.
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.)
2021LionsheadFarmers'MarketSponsorship.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?
We want the board to know that we have been discussing how to create an event for Lionshead. This is an event that has been
requested and we feel a step to having guests visit Lionshead more.
Our other events: Vail Farmers' Market, Vail Farm to Table Series, Taste of Vail spring and Fall have all shown our abilities and this
year our abilities to work with change.
REQUIRED ATTACHMENTS
References and/or referrals from other communities are required if you do not have a prior history of producing
events in Vail.
Organization rosters naming all officers, board of directors and respective positions as relevant
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
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
Angela Mueller
Number
Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
LHMARKET2021Budget.xlsb
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
LionsheadMarketMarketingplan2021.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.)
2021LionsheadFarmers'MarketSponsorship.pdf
Attachment: LHMARKET2021Budget.xlsb
This file format cannot be displayed in a PDF.
Lionshead Farmers’ Market Marketing Plan
Proposed Dates: June 20 - September 5th, 2021
Sundays, 10:00am - 3:00 pm.
If necessary due to COVID-19, we will have an at-risk time slot from 9:30 -
10:00 am.
The Lionshead Market will become one of the best attended events in
Colorado. Markets always have a loyal following, and to enhance the
market for both our regular guests and new ones. We aim to create
specialized events that remind guests and locals to support the market
each Sunday.
Our marketing for the event will be year round:
Recipes, hints, ideas will be readily available online, as will our online
market. The marketing this year will be increased in the Front Range to
ensure we are attracting new visitors to come be entranced with Vail.
We will be working with our marketing committee to ensure best use of our
money and continue to work on social media with Facebook, Twitter,
Pinterest, and Instagram.
Eblasts we will have two per month from May - October, to remind people
about the market, give them recipes and ideas and let them know what is
new at the market.
1
Lionshead Farmers’ Market Marketing Plan
Local Print Ads: We will continue with two ads per week with the Vail Daily
and we will continue with ads in June, July, August and September, 2021 in
5280.
We will have a postcard that will go out to all the concierges and hotels and
businesses in town.
Target Audience: The Lionshead Farmers’ Market guest is a visitor to Vail.
We get both the national visitor and local Colorado visitor. The key target
markets that we see and work with are:
❏ Chicago
❏ New York
❏ Denver/Front Range ❏ California
❏ Texas
❏ International
❏ Montana
Strategies for marketing:
● Leverage sponsorships to attract participation in the 2021 Lionshead Farmers’
Market
● Incorporate sponsors in all marketing outreach from eblasts to social media
and public relations outreach, when appropriate.
● Work on ideas for ractivations for all sponsor interest.
2
Lionshead Farmers’ Market Marketing Plan
● Work with sponsors to identify additional opportunities to reach their
customers with the Vail Farmers Market message.
CUSTOM SPONSORSHIP PACKAGES Each sponsor has been offered a
sponsorship that enhances their brand .
● Continue to work with Vail Resorts to leverage marketing resources.
● Ensure the Lionshead Farmers’ Market Farmers’ Market is listed on the
Vail.com calendar listings.
● Coordinate any social media posts/presence through the Vail Facebook,
Twitter, Instagram, Pinterest, and blog channels.
● Develop a strong local and regional advertising buy to promote the Lionshead
Farmers’ Market.
● Leverage sponsorships to expand the advertising reach of the event
nationally.
● Leverage public relations to garner news stories about Lionshead Farmers’
Market before and after the event.
● Utilize social media to communication with Lionshead Farmers’ Market guests
● Use promoted posts and pay per click on Facebook to expand awareness of
the event.
● Update the website often to keep up to date about anything new happening
or being a part of the market.
● Identify join venture marketing opportunities.
● We will be working with the local events when/if they occur next year Vail
Valley Foundation for 2021, Vail Resorts, Beaver Creek Resorts, Bravo, Vail
Jazz
Timeline
● Marketing will begin and continue from October 2020 till September 2021.
There are bi-monthly eblasts during off-season months.
● 1st Postcard in May: Send to all businesses in Vail and lodging
● 2nd Postcard in July Sent to all businesses in Vail and lodging
● Eblasts all sent to concierge list, property management list.
3
Lionshead Farmers’ Market Marketing Plan
● Eblast sent to Vail Resorts for them to use as much info about event in their
newsletters.
● 5280 Ads: Follow contracted dates: use ads dependent on artwork done
● Press Releases: have 8-10 within year
Measurement
We will use this information for sponsorship/improvement of event and our
continued movement forward for 2020 • Revenue from sponsorships
• Attendance survey points • Survey results
• Media coverage
4
Market: June 20-September 5, 2021
Lionshead Market & Art Show
The Lionshead Market & Art Show will be held on the promenade of
Lionshead in Vail, Colorado
The Lionshead Market and Art Show brings the active outdoor enthusiast into town to explore the
streets of Vail. The market has created a sense of community where locals can have lunch and
purchase their produce and crafts and tourists come and enjoy the outdoors while they shop in Vail.
We offered activities for the culinary, active outdoor enthusiast to enjoy. We have found that hiking,
mountain biking, road biking and travel are all reasons the guests came to Vail.
The Lionshead Market presents Colorado grown
produce, meats and artisanal food products, food
booths showcasing some of Vail’s top chefs and
premier restaurants, and a variety of high quality arts
and crafts as well as multiple entertainment venues
with musical entertainment, kids activities, cooking
demonstrations, and more.
The Demographics:
Affluent
Health-conscious, active, fresh food and fine dining
enthusiasts, home entertainers and cooks.
The attendees of the Lionshead Farmers’ Market
come equally from the Denver/Front Range and
attendees who are out of state: primarily Texas,
Florida, California, New York and Southern
America.
Marketing
We will be creating cutting edge content. The Marketing will begin in February for the
summer. The virtual market will begin in March.
Sponsorship
$30,000: Premier Sponsor
Logo on website as Premier Sponsor of The Lionshead Farmers’ Market & Art Show
Logo in newspaper ads
Ads and Logo in Social Media
10 X 10 space at 17 Market days
Special Activation Space on 7 market days: IE: extra tent space, Info booth 20 x 20 space for 7
days- for your approved activation
Sustainable Sponsor is included in premier sponsor for Sustainability and have water stations with
logo and name on it.
$20,000 Platinum Sponsorship
Logo on Website as the Platinum/Vehicle Sponsor of the Lionshead Farmers’ Market & Art Show
Logo in Newspaper ads
Ads and logo in Social Media
10 X 10 Space at Market for 17 Market Sundays
Special Activation for 4 Sundays: Ie: 20 X 20 Space, in which you can create your activation
Sponsorship
$15,000: Silver Sponsor
Logo on website as Presenter of The Lionshead Farmers’ Market & Art Show
Logo in newspaper ads
Ads and Logo in Social Media as Silver Sponsor
Farm to Table dinner sponsorship
10 X 10 space at 17 Market days
Special Activation Space on 2 market days: IE: extra tent space, Info booth, 20 x
20 space for special presentation
$10,000 Bronze
Logo on Website as the Platinum/Vehicle Sponsor of the Lionshead Farmers’
Market & Art Show
Logo in Newspaper ads
Ads and logo in Social Media
10 X 10 Space at Market for 17 Market Sundays
Contact Info:
Angela Mueller
970-401-3320
info@reneventproductions.com
www.reneventproductions.com
Contacts: Angela Mueller
First Name:
Angela
Last Name:
Mueller
Linked User Form
info@reneventproductions.com
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