HomeMy WebLinkAbout45. Shakedown Presents Winter 2021 Dobson Arena Concert Series_10-01-2020Events RFP 18/19/20/21: Shakedown Presents Winter 2021 Dobson Arena Concert Series
EVENT & APPLICANT OVERVIEW
0. Email contact
shakedownbarvail@gmail.com
1. What is the name of your event/program?
Shakedown Presents Winter 2021 Dobson Arena Concert Series
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
$78,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
12/30/2020
7. Proposed Event/Program End Date
03/20/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
12/30 NEW YEARS EVE SHOWS
12/31
2/13 PRESIDENTS WEEKEND SHOW
2/14
3/19 MARCH SHOWS
3/20
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
John Scott Rednor
9a. Title of person completing the application
President/Owner
10. Provide name of person or entity to whom the funding check will be cut.
High Altitude Entertainment dba Shakedown Presents
11. Mailing Address Street
PO Box 1175
12. City
Vail
13. State
Colorado
14. Zip Code
81658
15. Telephone number
201-914-9473
16. Email address
shakedownbarvail@gmail.com
17. Event/program and/or organization website
shakedownpresents.com
18. Number of years organization has been in business
9
19. Organization's Mission Statement
Raising the level of arts and entertainment in our community. Fulfilling the needs of our town in creating new ways to entertain.
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.
During these very busy weekends in the winter season, we want to create a safe indoor live music experience for visitors and
locals. By utilizing Dobson ice arena, we can create a safe, socially distant environment, for ticket buyers 21+.
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.
Dobson ice arena: all shows 5pm - 1am
12/30
12/31
2/13
2/14
3/19
3/20
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 recyclable materials - banners, paper, etc., Ban use of plastic bags, Encourage use of bicycles, buses, shuttles, carpools,
walking or public transit to event, Recycling required in all areas of event, Use eco-friendly serving utensils (compostable or
recyclable)
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.
Adheres to existing Dobson ice arena environmental standards.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
8
2. Number of volunteers needed
0
3. Number of event/program staff
10
4. Estimate of total number of spectators/attendees anticipated
1,200
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
800
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
350
3. Estimate the number of international guests your event/program will bring to Vail
50
4. How will your event/program increase sales tax in Vail?
Patrons visit restaurants and bars prior to and following the shows. This will give New Years visitors an option where there will be
few.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
By creating an exciting, upbeat, safe, and fun atmosphere for audiences 21 and over. This will create more activities for our
guests during this time of the pandemic.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
The event will be in line with the high standards of entertainment that Vail guests have become accustomed too.
7. CRC - Event Timing: How is it the right event/program at the right time?
Vail is a high profile destination resort that even in these challenging times, will be very busy during the winter. Guests will be
looking for a new, safe alternative to the crowded Vail nightlife scene.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
The experience that our guests have continue to bring our guests back for more. This activation will be essential to boost nightlife
experience on select weekends.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
Our program will offer a diverse range of genre's to accomodate the needs of our visitors.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
The addition of the Dobson ice arena venue will create a safe indoor space for us to provide the community and Vail guests with
an outstanding live music experience.
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.)
Local and Regional Social, Digital, and Traditional media plus public relations. 100,000 Impressions
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
Already having secured a radio sponsor for our existing series, the supporting sponsorship media potential is great.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
Through 25 years of participating and producing indoor/outdoor live music events, the proven reputation of Shakedown Bar, and
this past summers concert series has demonstrated our preparation.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
The transition from a busy indoor music venue to an outdoor socially distant live music experience has shown our ability to adapt
quickly. Through the evolution of State and County guidelines, we've adapted our viewing areas to continue our high standards of
safety for our patrons. We will continue to modify our protocols as needed.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
The transition from a busy indoor music venue to an outdoor socially distant live music experience has shown our ability to adapt
quickly. Through the evolution of State and County guidelines, we've adapted our viewing areas to continue our high standards of
safety for our patrons. We will continue to modify our protocols as needed.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
600
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$120,000
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?
$30,000
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 plan to design ticket packages with hotels as well as utilizing our social media.
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.
To pay for all the production on these shows.
2. Please upload the provided complete event/program budget template here.
2021 Event Budget Dobson Concert Series.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
60
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
Reduced shows.
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.)
80,000
7. Do you intend to host the event or program in Vail beyond 2021?
Yes
7a. How many years beyond 2021?
4+
7b. Do you anticipate requesting funding from the CSE for 2022?
Yes
MARKETING
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
DobsonConcertMarketingSlide.pdf
1. Objectives: What are you trying to accomplish through your marketing efforts?
Creating awareness of our music productions and draw people to choose Vail because of it.
2. Strategy: How will you meet your objectives?
Appeal to destination, front range guests, and locals using traditional, social, and digital media efforts. We will visit hotel
concierge and front desk staff with show information.
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.)
All shows occur during high winter season and/or holiday weekends. Guests will frequent bar, shops, and restaurants prior to and
after the shows.
5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than
one.)
Print - Local, Radio, Online Event Listings, Web, Media Plan/Public Relations, Grassroots, Facebook, Instagram, Posters, 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
Onyx and Company
6b. Telephone Number
970-331-4802
6c. Email Address
shelley@onyxandcompany.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$0
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$0
2. Please list your confirmed sponsors or partners.
We are working on obtaining media sponsorships.
3. Please explain the potential for additional sponsorships or partners.
Are long standing relationships with existing Vail businesses have expressed desire to support our winter programing through in-
kind services.
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.)
SponsorshipLetter (2).pdf
REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL
This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other
requests will be accepted.
Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero
Hero,etc.
1. Do you need facility rental relief?
Yes
2. Do you need rental relief for Donovan Pavilion?
3. Do you need rental relief for Grand View Room?
4. Do you need rental relief for Dobson Arena?
Yes
4a. Dobson Arena - number of days requested
6
4b. Start date for Dobson Arena rental
12/30/2020
4c. End date for Dobson Arena rental
12/31/2020
4d. Do you need to add a second set of dates for the Dobson Arena?
Yes
4e. 2nd Start date for Dobson Arena rental
02/13/2021
4f. 2nd End date for Dobson Arena rental
02/14/2021
4g. Total in-kind value for Dobson Arena rental
18726
4h. If your request for Dobson Arena is for more than 2 days, please list out your other requested dates in this
format, MM/DD.
March 19 and 20. We are flexible with all of our dates. We have requested these because of the high season.
4i. Please describe proposed use of Dobson Arena facility.
We plan to put on 2 socailly distanced concerts for 100 people per day of rental.
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?
The necessity of creating new things for our guests to do is upon us. We are working hard to create new and exciting music
activations to take the place of the nightlife that cannot exist this season. It gives us a chance to show our visitors that we are
strategic, creative, and motivated to continue to show them that Vail is like nothing on earth.
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
John Scott Rednor
Number
Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
2021 Event Budget Dobson Concert Series.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
DobsonConcertMarketingSlide.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.)
SponsorshipLetter (2).pdf
Expenses
2021 Event Budget Dodson Concert Series
> Expenses
Estimated Actual
Total Expenses $90,000.00 $0.00
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Venue Renta $22,200.00 Social food + Beverage $0.00
Ambiance/Décor $3,000.00 Non-social food + Beverage $0.00
Lighting $4,500.00 <insert Other>$0.00
Sound Production $18,000.00 <insert Other>$0.00
Pipe & Drap $4,500.00 Total $0.00 $0.00
Covid protocol $2,400.00
Security $6,000.00 Program/Lodging Estimated Actual
Labor $3,600.00 Entertainment/Artist Fees $18,000.00
Banners - Printing & $0.00 Speakers $0.00
Signage $0.00 Travel $0.00
<insert Other>$0.00 Hotel $0.00
<insert Other>$0.00 Hospitality $1,800.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
<insert Other>$0.00 <insert Other>$0.00
Total $64,200.00 $0.00 Total $19,800.00 $0.00
Marketing Estimated Actual Prizes Estimated Actual
Advertising - Radio $0.00 Prizes $0.00
Advertising - Print $0.00 Cash Purse $0.00
Advertising - Social Media $0.00 Total $0.00 $0.00
Marking & Public Relations $6,000.00
Sales Team Expenses $0.00
Media TV, Production & Distribution $0.00
Expenses
Graphic Design $0.00
Website $0.00
Collateral Materials $0.00
Printing $0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $6,000.00 $0.00
Marketing Estimated Actual
Telephone/Internet $0.00
Photography $0.00
Transportation $0.00
Permit Fees $0.00
Postage/Shipping $0.00
In Kind Trades $0.00
Supplies-Office or Other $0.00
Demographic Survey $0.00
Sales Tax $0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $0.00 $0.00
Income
2021 Event Budget Dodson Concert Series
> Income
Estimated Actual
Total Income $150,000.00 $0.00
Tickets/Admissions
Estimated Actual Estimated Actual
200 Adults @ $100.00 $20,000.00
0 Children @ $2.00 $0.00
1000 Other @ $40.00 $40,000.00
0 <Insert Other> @ $0.00 $0.00
$60,000.00 $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
0 Large booths @ $0.00 $0.00
0 Med. booths @ $0.00 $0.00
Small booths @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
<Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
Income
$0.00 $0.00
Revenue from other items
Estimated Actual Estimated Actual
0 Cash Sponsorships @ $0.00 $0.00
0 In Kind Sponsorships @ $0.00 $0.00
0 Donations @ $0.00 $0.00
0 CSE Funding @ $0.00 $90,000.00
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
$90,000.00 $0.00
Summary
2021 Event Budget Dodson Concert Series
> Profit - Loss Summary
Estimated Actual
Total income $150,000.00 $0.00
Total expenses $90,000.00 $0.00
Total profit (or loss)$60,000.00 $0.00
Estimated Actual
$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
Total income
Total expenses
MARKETING + PROMOS
MEDIA CHANNELS AUDIENCE DATES NOTES
Facebook Targeted Geo + Lifestyle Dec –Mar + Artist Networks
Instagram Targeted Geo + Lifestyle Dec –Mar + Artist Networks
Radio | KZYR Vail Valley + Streaming Dec –Mar :60 sec. + Interviews
Print | Vail Daily Vail Valley + Online Dec –Mar + Calendar
Collateral/Poster Vail Valley + Front Range Dec –Mar Winter Schedule
Signage Town of Vail Dec –Mar Winter Schedule
PR Vail Valley + Front Range Media Dec –Mar Schedule + Updates
SPONSORSHIP OPPORTINITIES
Since the beginning of the pandemic,
Shakedown Presents has demonstrated its
ability to adapt to ever -changing economic
climate and health concerns. We’ve worked in
partnership with the Town of Vail to create a
series of outdoor that are inline with all
COVID -19 regulations .Thes e exceptional
concert experiences have garnered positive
feedback from our audiences and the larger
community.
Shakedown Presents is currently seeking
sponsorships of all levels from local merchants
and businesses to continue our outdoor
concert series through the winter and summer
2021 seasons. We will continue to add value
and generate community buy -in to
programming that meets the new needs of the
Town and its visitors.
Contacts: John Scott Rednor
First Name:
John Scott
Last Name:
Rednor
Linked User Form
shakedownbarvail@gmail.com
2019 CSE Reviews: 21302941
Name Attachments
21302941 No
21302942 No
21302943 No
21302944 No
21302945 No
21302946 No
21302947 No
21302948 No
21302949 No
21302950 No
21302951 No
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