HomeMy WebLinkAbout47. Vail America Days__10-01-2020Events RFP 18/19/20/21: Vail America Days™
EVENT & APPLICANT OVERVIEW
0. Email contact
myriah@gohighline.com
1. What is the name of your event/program?
Vail America Days™
2. Please select the event category for your RFP.
Community, Recreation & Cultural (CRC)
3. Is this a new event or program?
No
3a. How much was your event or program funded in 2020?
$87,500
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
$80,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
07/04/2021
7. Proposed Event/Program End Date
07/04/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
NA
8. Are your event/program dates set or could they changed?
Event dates cannot be changed
9. Name of person completing the application
Myriah Blair
9a. Title of person completing the application
CFO
10. Provide name of person or entity to whom the funding check will be cut.
Highline Sports & Entertainment
11. Mailing Address Street
PO Box 4550
12. City
Vail
13. State
Colorado
14. Zip Code
81658
15. Telephone number
970-476-6797 x701
16. Email address
myriah@gohighline.com
17. Event/program and/or organization website
gohighline.com | vailamericadays.com
18. Number of years organization has been in business
22
19. Organization's Mission Statement
To foster a culture in which Highline team members are challenged to excel in providing all customers with exceptional service,
extensive knowledge and an unwavering commitment to ethical excellence - not only to complete client satisfaction-but beyond
all expectations!
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?
Existing
1a. How many years has the event or program been produced in Vail?
54
1b. Please describe the location(s) of the event or program in previous years.
GOLDEN PEAK: Parade and Fireworks
VAIL VALLEY DRIVE, MILL CREEK CIRCLE, HANSEN RANCH ROAD
VAIL VILLAGE: Parade
BRIDGE STREET, GORE CREEK DRIVE, EAST MEADOW DRIVE, MEADOW DRIVE
LIONSHEAD: Parade
EAST LIONSHEAD CIRCLE, LIONSHEAD CIRCLE, LIONSHEAD PLACE, VAIL RESORTS CAT MAINTENANCE YARD**
**Highline will once again work with Vail Resorts/Vail Mountain on the space and facilities for the 2021 event.
2. Please provide a detailed description of the event/program and its activities.
Vail America Days™ is a celebration of July 4th featuring a traditional, community based, family-focused parade and fireworks
display.
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.
GOLDEN PEAK: Parade July 4, 2021 7AM-12PM
VAIL VALLEY DRIVE, MILL CREEK CIRCLE, HANSEN RANCH ROAD
VAIL VILLAGE: Parade July 4, 2021 7AM-12PM
BRIDGE STREET, GORE CREEK DRIVE, EAST MEADOW DRIVE, MEADOW DRIVE LIONSHEAD: Parade July 4, 2021 7AM-1PM
EAST LIONSHEAD CIRCLE, LIONSHEAD CIRCLE, LIONSHEAD PLACE, VAIL RESORTS CAT MAINTENANCE YARD
GOLDEN PEAK: Fireworks July 4, 2021 9:45PM-10:05PM
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.
Some of the Vail America Days activities will take place on Vail Mountain including the Fireworks Display launch zone.
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
Use of recyclable materials - banners, paper, etc., 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, Partner with a upcycler or hard to recycle vendor for re-use of event materials (Terra-Cycle, Green
Guru, Gillibags, etc)
2. Please describe your commitment to environmental sustainability and detail measures that will be taken during
your event to ensure minimal environmental impact and sustainable best practices.
• Parade participants encouraged to use recycled materials in the decorating process for all floats/entries
• Prohibited the distribution of water bottles along parade route
• Prohibited the distribution of balloons along the parade route
• Eliminated gas powered generators by accessing pre-existing power sources and/or utilized the Town of Vail Solar trailer
[Voltswagon]
• Reduced the number of vehicles participating in the parade and encouraged more walking, human powered options for entries
• Trash bins were made from recycled coroplast signs that were re-engineered into a foldable trash can
• Staff carpooling from Denver and within the valley during the event
• Strict no idling policy for all parade participants during staging/set up
• Signage that can't be reused has been re purposed at this event and others (trash boxes, bags, etc.)
• Used re-usable table linens at all tents (instead of disposable) and cleaned as needed
(vs. replaced)
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
500
2. Number of volunteers needed
25
3. Number of event/program staff
50
4. Estimate of total number of spectators/attendees anticipated
25,000
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
12,000
3. Estimate the number of international guests your event/program will bring to Vail
1,000
4. How will your event/program increase sales tax in Vail?
This annual event is a huge driver for consumer engagement within the Town of Vail. A longstanding signature event, this
ambient event offers something for everyone. From lodging, dining and shopping to biking, hiking and adventuring, this event
drives sales.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
VISION: To be the Premier International Mountain Resort Community!
MISSION: Grow a vibrant, diverse economy and community and preserve our surrounding natural environment, providing our
citizens and guests with exceptional services and an abundance of recreational, cultural and educational opportunities.
Vail America Days™ is a culmination of the best of Vail. It offers opportunities for guests and locals alike and focuses on providing
a great experience in a spectacular environment. The diversity of the parade and uniqueness in event programming strives to
provide a little something for everyone.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
Vail America Days™ will work with Vail and the Town of Vail to coordinate a long-weekend full of events surrounding the 4th of
July holiday, encouraging guests to participate in mountain recreation, cultural events and a range of village-based activities
alongside the 4th of July Parade and Fireworks.
7. CRC - Event Timing: How is it the right event/program at the right time?
Vail America Days™ is not only a Town of Vail trademarked event but it takes place at the busiest time period of the year. This
day is a Vail tradition has the event mix offering world-class musical talent, a community focused parade with the utmost quality
and strong fireworks programming to make this a world-class signature event in celebration of the 4th of July.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
A key focus is the dissemination of accurate event information to key local media groups, concierges and lodging leaders.
Everything from the event/float participant outreach to the grassroots marketing is strategically thought out so that the right
people get the right information at the prime time. Highline continues to invest in high quality photography and videography to
extend its reach in digital and print media applications and create content driven outreach.
Vail America Days™ offers guests a celebratory lens, through which they can experience Vail as a truly vibrant, exciting place to
be. With the “America’s Great Outdoors” themed parade in 2018, the event evoked a sense of appreciation and thoughtfulness,
which was a great fit with Vail’s pre-existing atmosphere.
The traditional fireworks at Golden Peak concluded Vail America Days™ celebration in style, bringing the event from day into the
evening.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
Simply put, fresh content is driven by the parade theme, participants, full event schedule and variety of performing groups that
Highline seeks out to be part of this special day in Vail.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
Vail America Days™ continues to be a world-class event and continually evolves and refreshes with new parade participants and
focused theme each year.
While the safety of the parade and quality of floats is top of mind, we strive to keep the parade exciting and new yet strive to
keep the community, organic feel of the events. The parade route is well planned so that guests can enjoy a variety of vantage
points ranging from Golden Peak to Lionshead. A huge part of the fun and atmosphere is the entertainment factor of carefully
selected performance groups as well as the way Town of Vail retailers and restaurants embrace this annual celebration and invite
guests to enjoy the parade from their location. Highline continues to look to the Town of Vail to drive the budget and decisions
about what they wish for this event to include.
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.)
• This Vail Tradition has valuable brand equity and is an annual tradition for many multi-generational families.
• The overall impressions typically range from 325,000-400,000
• Over $125,000 in media value is expected to be delivered by this integrated campaign.
• A comprehensive PR campaign will be launched for the 2021 Vail America Days™ event.
• The PR campaign is expected to generate over $125,000 in equivalent media value.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
This event offers a variety of exposure opportunities for local, regional and national brands. It will speak volumes for this event if
an agreement is in place in November and community partnership outreach can start early for 2021.
The program leans in to a variety of community organizations that not only bring a variety of families into the event, but also help
to promote it. Highline makes sure to provide collateral materials and digital creative for event partners to utilize and grow event
exposure.
Additionally, national partnerships, new for 2019, allowed for additional event enhancements.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
Highline has been producing events in Vail for more than 20 years and is known to produce world-class events. Should the Town
of Vail choose to look to grow the event and increase event elements in the future through increased funding, Highline has the
knowledge, background and team to increase the event elements and collaborate with event partners for success. Additionally,
the passion and ownership Highline feels toward Vail America Days is second to none.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
2020 has proven to be a difficult time for everyone. The Town approached Highline about a 2020 event and we were able to help
come up with ideas to bring this wonderful community event to life during a time when it was needed most. We were able to
adapt and safely implement all state and local public health orders while keeping the community spirit alive with our theme of
Stronger Together.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
2020 has proven to be a difficult time for everyone. The Town approached Highline about a 2020 event and we were able to help
come up with ideas to bring this wonderful community event to life during a time when it was needed most. We were able to
adapt and safely implement all state and local public health orders while keeping the community spirit alive with our theme of
Stronger Together.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
6,250
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$4,200,000
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?
$5,000,000
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.
Non-local attendees will be directed to Vail lodging options via call-to-actions to the event website placed in event advertising and
collateral materials. These items will include newspaper print ads, web, posters, digital rack cards, social media inclusion and
through phone inquiries via phone directing public. Tracking and estimation will be acquired through mTrip reports as provided by
the Town of Vail.
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.
Funds will support the marketing and operational expenses associated with the event. A continued and increased focus in 2021
will surround the public safety along the parade route as the popularity of this event continues to grow and bring guests to Vail.
Highline and the Town of Vail added security features and personnel on key corners and sections of the route in 2018 to
proactively reduce the chance for accidents/incidents to occur. Following this success, additional areas will get safety upgrades in
2021.There has been positive feedback with the quality and increased number of performing and marching groups in the parade
for the past two years. The funds received will help Highline to continue to grow this aspect of the event and find great talent to
be a part of the Vail America Days parade. Event partnerships in 2018 allowed for upgrades experienced by guests and locals
including the third announcing platform at Gore Creek Drive and Bridge Street. While the intent is to secure outside partnerships
to help off set these costs, Highline feels these additions are essential as the event continues to evolve and grow.
We will also need to use funds to make sure we are local/state health compliant. Keeping everyone safe is a top priority.
2. Please upload the provided complete event/program budget template here.
2021 VAD RFP Event Budget.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
72
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
Fewer live performing groups/marching bands
Two announcing platforms [instead of three]
Fewer staff to continue with the high level of customer service for parade participants and guests along the parade route this
event has become accustomed to.
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.)
6,500
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.
TOV_VAD_MARKETING PLAN_2021.xlsx
1. Objectives: What are you trying to accomplish through your marketing efforts?
Engage the target demographic far enough in advance to allow time for guests to plan their holiday trip to Vail for July 4th.
Engage the target demographic both locally and state-wide in the weeks leading up to the event to draw in additional weekend
and day-visitors to Vail.
Represent the essence of Vail America Days™ , including all relevant activities during the week long holiday celebration, centered
around the 4th of July parade and fireworks.
2. Strategy: How will you meet your objectives?
Use historically successful marketing strategies to reach our target audiences through print, digital,radio, social media and
grassroots advertising, as well as PR efforts. Please see the attached marketing plan for details.
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.)
The event is centered on community engagement and draws a large portion of attendees from the local neighborhoods.
Additionally, various opportunities exist within the Vail America Days Parade and Fireworks, where participation by local
businesses is widely available. These include, parade float participation, expo-partnership during parade or fireworks, event
sponsorship with promotional benefits, and more.
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, Online Event Listings, E-newsletters, Web, Media Plan/Public Relations, Grassroots,
Facebook, Instagram, Twitter, Posters, Flyers, Signage – Banners, etc, Partnerships, Local Vail Businesses, Concierge Visits, Other
5a. Please explain "Other".
A dedicated website will support the event at vailamericadays.com
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
James Deighan
6b. Telephone Number
970-331-5312
6c. Email Address
james@gohighline.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$35,000
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.
Highline is currently in the process of partnership renewals for 2021
3. Please explain the potential for additional sponsorships or partners.
This event offers a variety of exposure opportunities for local, regional and national brands. Highline would like to grow the event
with additional partnership activations. It will speak volumes for this event if an agreement is place in November and community
partnership outreach can start early for 2021. Renewals of the 2019 vehicle partnership and local community businesses are key
prospects 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.)
HighlineCapabilities_July.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?
In 2018, the Vail America Days™ Firework Display was cancelled due to fire concerns due to dry conditions throughout the Vail
Valley. Highline is requesting funding for the 2021 Fireworks Display but will explore options for non traditional shows to include
drone and laser/light shows as a possible replacement to traditional fireworks.
With Vail America Days™ being a Town of Vail event, the following services have been in-kind to the event:
•Roundabout and Town Banner placement fees
•Amplified Sound fees
•Barricade Rental fees
•Extra Duty Police and CEO costs
REQUIRED ATTACHMENTS
2020 Event Recap
VAD20_RECAP_TOWN OF VAIL.pptx
Organization rosters naming all officers, board of directors and respective positions as relevant
Highline Sports Staff.docx
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
www.gohighline.com
www.vailamericadays.com
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
Myriah Blair
Number
Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
2021 VAD RFP Event Budget.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
TOV_VAD_MARKETING PLAN_2021.xlsx
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
HighlineCapabilities_July.pdf
2020 Event Recap
VAD20_RECAP_TOWN OF VAIL.pptx
Organization rosters naming all officers, board of directors and respective positions as relevant
Highline Sports Staff.docx
Expenses
Event/Program Budget for Vail America Days
> Expenses
Estimated Actual
Total Expenses $156,460.00 $0.00
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Administrative $1,500.00 F&B Expenses $550.00
Equipment Rentals $10,000.00 Total $550.00 $0.00
Event Supplies $2,000.00
Fireworks $33,810.00 Program/Lodging Estimated Actual
Insurance $11,500.00 Lodging $1,500.00
Labor $35,000.00 Total $1,500.00 $0.00
License/Permit/Venue Fees $100.00
Project Fee $25,000.00 Branding Estimated Actual
Security/Medical $3,000.00 Printing/Reproduction/Signage/Design $6,000.00
Talent/Entertainment/Production $13,000.00 Total $6,000.00 $0.00
Total $134,910.00 $0.00
Marketing Estimated Actual
Advertising/Marketing/Digital/Social/Website $10,000.00
Total $10,000.00 $0.00
Sponsor Implementation/Fulfillment Estimated Actual
Sponsor Implementation/Fulfillment $3,500.00
Total $3,500.00 $0.00
Income
Event/Program Budget for Vail America Days
> Income
Estimated Actual
Total Income $155,310.00 $0.00
CSE
Estimated Actual
2020 RFP Request $80,000.00
Fireworks $33,810.00
$113,810.00 $0.00
Tickets/Admissions
Estimated Actual
Expo/Partner Activation/Parade Entry Fees $6,500.00
$6,500.00 $0.00
Other
Actual Estimated Actual
Sponsorships $35,000.00
$35,000.00 $0.00
Summary
Event/Program Budget for Vail America Days
> Profit - Loss Summary
Estimated Actual
Total income $155,310.00 $0.00
Total expenses $156,460.00 $0.00
Total profit (or loss)-$1,150.00 $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
$180,000.00
Total income
Total expenses
CSE Marketing Checklist
CSE 2018 RFP: 08/7/2017 Attachment C Marketing Checklist
Marketing Checklist: 2021 Special Events - Attachment C
Submit to Town of Vail Event Liaison Specialist - Laura Waniuk - lwaniuk@vailgov.com, 970-477-3417
Please complete all cells colored yellow to autofill the deadline dates.
Event Name: VAIL AMERICA DAYS™
CRC
Please complete cells in yellow to auto-populate dates.
Agreement Signed Date: MM/DD/YYYY 2/1/2021
Event Start Date: MM/DD/YYYY 7/4/2021
Number of days between agreement signing & event: 153
Item Marketing Action Item # of Days to Event Deadline Notes
1
2 agreement signing 02/01/21
3 90 04/05/21
4 90 04/05/21
5 45 05/20/21
The Marketing Checklist is designed to track dates and execution.
● Completion of the action items is *REQUIRED* as part of your CSE funding agreement.
● *ALL* marketing materials containing the Town of Vail logo or Vail logo MUST BE SUBMITTED FOR REVIEW PRIOR TO RELEASE OR PRINT.
● This includes, but is not limited to: advertisements, banners, websites, facebook pages, posters, program guides or email newsletters.
● If event materials are released or printed without TOV approval, your final funding payment may be impacted.
● Deadline dates have been designated so as to insure adequate time for review and production of your materials, should any changes be requested.
Event Category as designated in your agreement:
Education & Enrichment (EE) or
Cultural, Recreation & Community (CRC)
Event Producer and/or Marketing Coordinator agrees to attend the
Vail Brand Summit
Producer to provide marketing liaison representative contact
infomation for CSE/ VLMDAC contacts (Name, Email, Phone)
TOV CSE Event Liaison provides producer brand briefing/mtg and
producer demonstrates an understanding of Vail Brand Guidelines
Producer to provide event brand creative strategy - basic look and feel
of creative materials
Producer provides event synopsis, communications plan and press
release for approval.
CSE Marketing Checklist
CSE 2018 RFP: 08/7/2017 Attachment C Marketing Checklist
6 30 06/04/21
7 30 06/04/21
8 21 06/13/21
Producer provides detailed event marketing budget, event marketing
strategies for target market and channels, marketing goals and
creative strategies
Appropriate calendar communication and integration, includes
welcome center, bus shelters, vail.com, vaildaily.com, vail-
calendar.com, vailgov.com, etc, ToV, Vail Mountain ticket sales,
create FAQ sheet
Producer to provide community engagement plan and integration,
may include merchant meetings and promotions, welcome center
briefing, rack cards and other outreach
VAD Overview
VAIL AMERICA DAYS Begin Promotional Push Ramp Period Last call
Countdown Week 14 Week 13 Week 12 Week 11 Week 10 Week 9 Week 8 Week 7 Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 Week 0
Calendar Dates (Monday)22-Mar 29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May 10-May 17-May 24-May 31-May 7-Jun 14-Jun 21-Jun 28-Jun
Key Events
CSE/TOV Item 5 Due Items 6 & 7 Due Item 8 Due
Email Blasts LAST CALL
Website
Radio Radio: up to 100x ad spots
Print
2 Vail Daily Ads 2 Vail Daily Ads
Press Release Send
Grassroots Posters Posters Distro
Grassroots Rack Cards Rack Cards Distro
Float
Registration
Opens
4/1/21
FLOAT
REGISTRATION
OPEN
SUMMER
EVENTS
PROMO
NEW EVENT
FEATURES &
LODGING
PARTNERS
Update with
partner logos
Registration
closed
1 Vail Daily Ad
6/17
1 Vail Daily Ad
6/24 & Vail
Daily Weekly
Ad
Event Schedule
(if any new
news)
Vail Daily
Paradian
Vail Daily
Paradian
PR: lead into
event
Parade
Winners
Continued
Advertising…
Continued
Advertising…
VAD Marketing Gates
VAIL AMERICA DAYS 2021: MARKETING-MEDIA PLAN
TRADITIONAL MEDIA TYPE
Vail Daily Print Advertising Multiple ads: Full page, half page and schedule ads in Vail Daily and Vail Daily Weekly
Local Radio or OTHER Up to 100 :30 Ad spots, On-air promos/giveaways promoting the weekend of events, start date, 2-weeks prior
Fully integrated, detailed schedule (Live with parade application -4/1)
Detailed schedule to be received from TOV and uploaded day of 5/12 or sooner)
LOCAL GRASSROOTS
Concierge outreach 2K Rack Cards - bi-fold or tri-fold piece dependant upon schedule; weekend schedule included with direct to website for events happening prior
185 11"x17" Posters
Outreach to Vail concierges through eblast (week of 6/1) and direct visits to hotels (week of 6/15)
100 contacts Vail Valley wide
Merchant outreach 200+ (week of 6/15 and into the next week) postering and rack card distribution
Continued outreach To local info centers, local media, key lodging partners and hotel properties including rack card distribution (week of 6/15)
SOCIAL/DIGITAL Email blast as noted below.
1-2 posts about event/this is not the key driver with HL being an industry aimed Facebook page
Info/posts will be provided for event sponsors for their use/calendar inclusions- Not VAD
More info coming soon regarding weekend/post-event social/digital messaging
PUBLIC RELATIONS Press Release - Local outreach with parade application information week of (4/3)
Press Release - Leading into the event, including full schedule (week of 6/29)
*no outsourcing Press Release - Local Media-Community Outlets (during the event)
Local lists eblasts/invites out to key entities and HL list - focus on parade float application (Month of April)
Eblast 1 - Registration Open (4/8)
Eblast 2 - Filling up (week of )
Eblast 3- Parade Marshals
Eblast 4 - Water Station (7/2)
Town Talks submitted to Vail Daily periodically throughout the end of June/Early July
DESIGN/LAYOUT Using design and logo from previous year with updated logo train
TOTAL SPEND:
www.VailAmericaDays.com
Directly working with publications to arrange interviews, reach out to key float participants and locals in celebration of Fourth of July, provide highlight
images and more
VAD Detailed Ad Plan
VAIL AMERICA DAYS 2021 Total Spend: $ -
Daily Weekly (Weekly Publication) Cost
Where Where Specs Due Day of Week When Impressions:
Print Full Page 4.89x13 tall Monday 06/28/21 9,600 Weekly Circulation $ -
Vail Daily (Daily Publication)
Where Where When Impressions
Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 06/26/21 13,500 Daily Circulation $ -
Print 1/2 Page/ 4 Color Ad 4.89"x14" Tuesday 06/29/21 13,500 Daily Circulation $ -
Print 1/2 Page/ 4 Color Ad 4.89"x14" Friday 07/02/21 13,500 Daily Circulation $ -
Print Full Page 10"x14" Saturday 07/03/21 13,500 Daily Circulation $ -
Vail Lifestyle Magazine
Where Where Specs Due Day of Week When Impressions:
Print Full Page 9.25x11.125 May-Sept BGOG
Digital Newsletter (Vail Daily)
Where Where Specs Due Day of Week When Impressions:
Digital Vail Daily Email Newsletter Monday 5/31/2021 6000 $ -
Digital Vail Daily Email Newsletter Monday 6/7/2021 6000 $ -
Digital Vail Daily Email Newsletter Monday 6/14/2021 6000 $ -
Digital Vail Daily Email Newsletter Monday 6/21/2021 6000 $ -
Digital Vail Daily Email Newsletter Monday 6/28/2021 6000 $ -
Social (Vail Daily- Facebook)
Where Where Specs Due Day of Week When Impressions:
Social Post Vail Daily Facebook Page Saturday 06/26/21 $ -
Social Post Vail Daily Facebook Page Friday 07/02/21 $ -
Social Post Vail Daily Facebook Page Sunday 07/04/21 $ -
Social Post Vail Daily Facebook Page Monday 07/05/21 $ -
Social Post Vail Daily Facebook Page $ -
Social (Town of Vail - Facebook)
Where Where Specs Due Day of Week When Impressions:
Social Post Town of Vail Facebook Page Saturday 06/26/21 $ -
KZYR, The Zephyr (Radio Ads)
Where Where Specs Due Day of Week When Impressions
KZYR, The Zephyr Up to 86 :60sec ad spots On-air promos TBD N/A 27-Jun - 4-Jul $ -
VAIL AMERICA DAYS Actual
VAD Detailed Ad Plan
Daily Weekly (Weekly Publication)
Where Where Specs Due Day of Week When Impressions:
Print 1/2 Page / 4 Color Ad 4.89x13 tall 9,600 Weekly Circulation $ -
Vail Daily (Daily Publication)
Where Where When Impressions
Print 1/4 Page/ 4 Color Ad 4.89"x7" 13,500 Daily Circulation
Print 1/4 Page/ 4 Color Ad 4.89"x7" 13,500 Daily Circulation
Vail Magazine
Where Where Specs Due Day of Week When Impressions:
Print FP Friday
PARADIAN 1/2 Page/ 4 Color Ad TBD 1-Jul & 4-Jul
KZYR, The Zephyr (Radio Ads)
Where Where Specs Due Day of Week When Impressions
KZYR, The Zephyr 70 30 sec spots On-air promos TBD N/A 20-30 June
Vail Daily
KZYR
VAD 2021 Marketing Overview CSE
VAIL AMERICA DAYS 2021
subject to change
Daily Weekly (Weekly Publication)
Where Where Specs Day of Week When
Print Full Page 10x14 Monday 06/28/21
Vail Daily (Daily Publication)
Where Where When
Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 06/26/21
Print 1/2 Page/ 4 Color Ad 4.89"x14" Tuesday 06/29/21
Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 07/02/21
Print Full Page 10x14 Saturday 07/03/21
Digital Newsletter (Vail Daily)
Where Where Specs Day of Week When
Digital Vail Daily Email Newsletter 5/31/2021 May
Digital Vail Daily Email Newsletter 6/7/2021 June
Digital Vail Daily Email Newsletter 6/14/2021 June
Digital Vail Daily Email Newsletter 6/21/2021 June
Digital Vail Daily Email Newsletter 6/28/2021 June
Social (Vail Daily- Facebook)
Where Where Specs Day of Week When
Social Post Vail Daily Facebook Page Saturday 06/26/21
Social Post Vail Daily Facebook Page Friday 07/02/21
Social Post Vail Daily Facebook Page Sunday 07/04/21
Social Post Vail Daily Facebook Page Monday 07/05/21
Social (Town of Vail - Facebook)
Where Where Specs Day of Week When
Social Post Town of Vail Facebook Page Saturday 06/26/21
KZYR, The Zephyr (Radio Ads)
Where Where Specs Day of Week When
KZYR, The Zephyr Up to 100 :30sec ad spots On-air promos N/A 20-Jun - 4-Jul
Online
Where Where Specs Day of Week When
Website vailamericadays.com with detailed schedule from TOV N/A Thursday 04/01/21
Email Blasts- registration open Highline Database N/A Thursday 04/01/21
Email Blasts- filling up Highline Database N/A Saturday 05/15/21
Email Blasts- July 3rd Reminder Highline Database N/A Saturday 07/03/21
VAD 2021 Marketing Overview CSE
Social/Digital Highline Social Channels N/A June - July 4th
Grassroots
Where Where Specs Day of Week When
Concierge Outreach 2500 Rack Cards bi-fold or tri-fold piece Week of 5/31/21
Concierge Email Blast Highline Database N/A Monday 05/24/21
Posters 180+ Posters TBD Week of 5/31/21
Merchant Outreach 200+ outreach to local merchants N/A Week of 6/7/21
Continued Outreach Local info centers, local media, key lodging partners, etc.N/A Week of 6/7/21
PR
Where Where Specs Day of Week When
Press Release Local Outreach N/A 04/04/21
Press Release Local Outreach N/A 06/21/21
Press Release Local Outreach N/A 06/28/21
PR Outreach to Local Publications N/A N/A June - July 4th
PR
Where Where Specs Day of Week When
TBD
Video/Photo
Where Where Specs Day of Week When
Outsourced
Design/Layout
Where Where Specs Day of Week When
Highline-New Logo Design TBD
Directly working with publications to arrange interviews,
reach out to key float participants and locals in celebration
of Fourth of July, provide highlight images and more
CRAFTING IMPACTFUL
COMMUNITY
CONNECTIONS
2
THE NUMBERS
365 days per year of global brand integrations that
provide direct engagement with an active, affluent
and passionate lifestyle consumer
5 PARTNERSHIP PLATFORMS
Bringing brands to life within resort
communities around the world
12 SIGNATURE EVENTS
Expand your reach to a global community
through extended media opportunities
including social, digital, and television
GLOBAL BRAND EXPOSURE
Affluent active lifestyle consumers who
choose to invest their time and finances
into unique, memorable experiences
5.6M QUALIFIED CONSUMERS
Anticipating partners’ needs before they arise
by leveraging our long-standing history in
experiential marketing
23 YEARS OF EXPERIENCE
3 THE ACTIVE LIFESTYLE
CONSUMER
300K SIGNATURE EVENT ATTENDEES
5.6M TOTAL PARTNERSHIP GUESTS
78% $150K
AGED 25-55
AVERAGE AGE: 38
AVERAGE HHI
TOP DMA’S REPRESENTED
Atlanta
Dallas
Denver
Chicago
Los Angeles
New York City
Salt Lake City
41% FEMALE | 59% MALE
4
CREATING
MEMORABLE
MOMENTS
Since 1996, Highline has been creating and
producing engaging experiences that create
powerful connections between brands and
consumers.
Our rooted understanding of the affluent outdoor
enthusiast and our collaborative approach fosters
fresh ideas guided by insight and strategy. Highline
knows how to stimulate abiding brand loyalty by
engaging core consumers on a personal, emotional
level.
5
01
02
03
04
1.9B total media impressions, 65,000 event attendees, 6 continents, 360K+ monthly
web visits, 1.8M+ social media followers
BURTON
4.5M summer visitors, 550K winter visitors, 2.5K acres of in-bound terrain, 459”
average annual snowfall
JACKSON HOLE MOUNTAIN RESORT
33K+ summer event series attendees, 2.2M square feet of resort space, 18 summer
events, base area to the largest ski resort in the U.S.
CANYONS VILLAGE AT PARK CITY
1.15B global media impressions, 363K passionate spectators and competitors, 126
races, 30 countries, 6 continents
XTERRA
05 6 luxury hotels & Sun Valley and Snowbasin ski resorts, 120+ days of events, 316K+
monthly web visits, 500K+ email subscribers, 292K+ social media followers
GRAND AMERICA HOTELS AND RESORTS
WORLD-CLASS
PARTNERSHIP PLATFORMS
6
With thoughtful activations and intentional
partnerships, we’re creating opportunities to
delight our guests and send them home with
memories of a lifetime.
Our holistic partnership approach is value-
driven and provides exclusivity, experiential
activations, and media distribution that are
customized to support the business objectives
of our individual partners.
We create unique opportunities for affluent,
active lifestyle consumers and are seeking
like-minded brands that will enhance the
guest experience and engage our community.
PARTNERSHIP
APPROACH
7
SIGNATURE SUMMER EVENTS
VAIL AMERICA
DAYS™
JULY
VAIL, CO
30K ATTENDEES
XTERRA OFF-ROAD
TRIATHALON
& TRAIL RUN SERIES
MAY-OCT
AL, CO, UT, HI
13K ATTENDEES
GOURMET ON GORE
SEPTEMBER
VAIL, CO
35K ATTENDEES
VAIL OKTOBERFEST™
SEPTEMBER
VAIL, CO
50K ATTENDEES
Signature Off-Road Triathalon
& Trail Run Series
Gourmet Culinary and
Mountain Lifestyle Festival
Traditional Bavarian
Celebration of Autumn
Patriotic Celebration of
America Parade and
Fireworks
JULY 3RD CELEBRATION
SUMMER CONCERT SERIES
CVMA OKTOBERFEST™
JULY-SEPTEMBER
PARK CITY, UT
33K ATTENDEES
Summer Exposure Series with
Weekly Events All Season Long
8
VAIL SNOW DAYS
DECEMBER
VAIL, CO
40K ATTENDEES
SIGNATURE WINTER EVENTS
BURTON US OPEN
MARCH
VAIL, CO
62K ATTENDEES
JACKSON HOLE
RENDEZVOUS
SPRING FESTIVAL
MARCH
JACKSON HOLE, WY
18K ATTENDEES
SPRING BACK
TO VAIL
APRIL
VAIL, CO
30K ATTENDEES
Winter Kick-Off Music &
Pray for Snow Festival
Longest Running Snowboard
Competition in the World
Iconic Spring Music &
Lifestyle Festival
Epic Celebration of Spring Skiing
& Mountain Activities
9
EXPERIENTIAL
From creative strategy
through flawless
execution, we tell brand
stories by engaging
consumers in fresh,
innovative and result-
driven experiences that
influence and change
consumer behavior.
BRINGING
BRAND
STORIES TO
LIFE
10
MAKERS
OF “YOU
HAD TO BE
THERE”
We develop, high-impact,
comprehensive event plans. We
anticipate challenges and provide
solutions, and then we implement and
produce mouth-dropping, eye-
opening, unforgettable live events.
PRODUCTION
11
SUCCESS STORIES
25 Audi displayed five vehicles at Gourmet
on Gore with three dealer lead-
generation activations and 2,000
premiums distributed
VEHICLES SOLD 194 Smirnoff sampled infused vodka
flavors at their customized space
and product was sold at 18 venue
bars during Jackson Hole
Rendezvous with three brand
ambassadors over four days of
activation
BOTTLES DEPLETED 300 Verizon hosted their VerizonUp VIP
Lounge for Verizon members during
the Vail Snow Days free headliner
concerts, which filled to capacity each
night and featured an open bar,
catered food, private restrooms, and
other surprise and delights!
VIP GUESTS
12
THE HIGHLINE WAY
We are passionate about our work and about
our partners, compelling us to do whatever it
takes.
PASSIONATE
Our senior leaders are all-in from day one.
Clients are in the trusted hands of a senior team
who is with you until the end.
ALL-IN MENTALITY
With 23 years experience, we can handle
everything from large-scale live events to
intimate VIP events.
SCALABILITY
We are dedicated to staying ahead of the curve.
Our clients count on us to provide them with
fresh ideas and we believe innovation is directly
linked to the creative process.
INNOVATION
13 WHAT
THEY’RE
SAYING
“This team has the true ability to recognize
opportunity and implement effective
partnerships, meant to last.”
– Brian Elliott | SVP Marketing |Universal
McCann/Jeep
“Highline consistently produces high-quality
events and activations. They understand our
brands, our strategies and objectives and
delivers above and beyond our expectations.”
– Steve Jaccaud | Sr. Manager Experiential
Marketing | Anheuser-Busch
“Highline is the best of both worlds; the
firepower and strategic counsel of a big
agency, with the nimbleness and personal
service more commonly associated with a
small agency.”
– Bill Jensen | Former President, Vail Resorts |
CEO, Intrawest | CEO, Telluride Ski Resort
LET’S TALK!
VAIL | 12 Vail Road, Suite #500, Vail, Colorado 81657
DENVER | 3001 Brighton Blvd, Suite #628, Denver, Colorado 80216
970.331.5312
James Deighan
Managing Partner
jdeighan@gohighline.com
CONFIDENTIAL & PROPRIETARY
Recap Report
prepared for
Town of Vail
CONFIDENTIAL & PROPRIETARY
2020 Theme: Stronger Together
•Estimated attendance: 7,500+
•Responsibly and Safely Reimagined event format
•31 displays strategically placed in Vail Village and
Lionshead
•5 mobile live entertainment groups performed throughout
the day
•Patriotic pageantry installed around Vail
Firework Display
•Abbreviated July 4th firework show
•Powerful sound track simulcast on 97.7 KZYR, The Zephyr
OVERVIEW
CONFIDENTIAL & PROPRIETARY DobsonIce ArenaDobsonIce ArenaPublicLibraryPublicLibraryPolicePoliceHospitalHospitalVail Village ParkingVail Village ParkingLionsheadParkingLionsheadParkingFireDepartmentFireDepartment VAIL VILLAGE EXHIBITS 12 Town of Vail Fire Department 13 Sonnenalp Hotel 14 Fill & Refill 15 Alpenrose 16 Eagle County Republicans 17 Vintage Magnolia & A Secret Garden 18 Nature Valley Sampling 19 Alpine Arts Center 20 Vail Rotary Club 21 Vail Valley Jet Center 22 Bud Light Seltzer Sampling 23 Minturn Anglers 24 Minturn VFW Post 10721 25 Stronger Together Pop Up 26 Eagle County Jr. Livestock Auction & 4-H 27 Uncle Sam Stilt Walkers 28 Stars & Stripes - Avenue of Flags 29 Eli and Mort’s Epic Adventures 30 Vail Daily - Home for Hounds 31 Vail Automotive Classic MEET VAIL TOWN COUNCIL MEMBERS FESTIVAL OF FLAGS (Lionshead #1) 10:00AM-11:30AM Kim Langmaid 3:00PM-4:30PM Kevin FoleyTOWN OF VAIL ART IN PUBLIC PLACES (Between the Villages #10) 10:00AM-11:30AM Kevin FoleySTRONGER TOGETHER POP UP (Vail Village #25) 10:00AM-11:30AM Jenn Bruno & Dave Chapin 3:00PM-4:30PM Travis Coggin 31302928272624252021232215171819161413129101167812345VAIL AMERICA DAYS~4 TH OF JULY CELEBRATION~TMtmLIONSHEAD CIRCLEMEADOW DRIVEVAIL ROADSOUTH FRONTAGE ROADEAST MEADOW DRIVEVAIL AMERICA DAYSj u l y 4 | 10a m- 5pmgu ide t o pa t r iot ic exh ibit sMOBILE MUSICIANS 10:00AM-11:30AM Tony Gulizia Duo 11:30AM-1:00PM The Fabulous Femmes 12:00PM-2:00PM Fat City Brass Marching Band 1:30PM-3:30PM Party Crashers Marching Drumline 3:00PM-4:00PM Scott Munns LIONSHEAD EXHIBITS 1 Festival of Flags 2 Circ du America Acrobats 3 Flying Eagles 4 Mechanical Express Plumbing and Heating 5 Sunshine Massage Studio 6 YouthPower365 - Magic Bus 7 High Country Photo Bus 8 Paul Gotthelf - Yard ArtBETWEEN THE VILLAGES EXHIBITS 9 Town of Vail Art in Public Places - The Hatchery 10 Town of Vail Art in Public Places - Reduce, Reuse, Recycle 11 Eagle County Paramedic Services PATRIOTIC EXHIBITS LAYOUT
CONFIDENTIAL & PROPRIETARY
•A strategic and conscious marketing campaign for this year’s Vail America Days was designed with a hyper -local
focus.
•Local media outreach and press releases resulting in 10 additional digital and print
editorial pieces
•Print advertising with the Vail Daily
•Vail Daily Digital Newsletter -daily advertising placements
•Vail Daily’s “Back in Business” segment featured content, digitally and print
coverage
•Vail Daily’s Facebook live post on July 3
•Grassroots marketing, including posters, concierge outreach and lodging outreach
•High Five Media Access live-stream of the fireworks offered a safe stay -at-home
viewing option for the show
MARKETING OVERVIEW
HIGHLIGHTS
CONFIDENTIAL & PROPRIETARY
Website
DIGITAL MEDIA
CONFIDENTIAL & PROPRIETARY
Facebook Campaign
DIGITAL MEDIA
CONFIDENTIAL & PROPRIETARY
MARKETING SAMPLES
Posters Print Ads
CONFIDENTIAL & PROPRIETARY
Town Banner
[Vail Village and Lionshead placements]
GRASSROOTS MARKETING
Roundabout Banners
[Main Vail-North and South placement]
CONFIDENTIAL & PROPRIETARY
EVENT PHOTOS
CONFIDENTIAL & PROPRIETARY
EVENT PHOTOS
CONFIDENTIAL & PROPRIETARY
EVENT PHOTOS
CONFIDENTIAL & PROPRIETARY
EVENT PHOTOS
CONFIDENTIAL & PROPRIETARY
EVENT PHOTOS
CONFIDENTIAL & PROPRIETARY
Vail America Days™
Sincerely Thanks Town of Vail
For The Collaboration in 2020!
Highline Sports & Entertainment
James Deighan-CEO/Owner
Myriah Blair-CFO
Contacts: Myriah Blair
First Name:
Myriah
Last Name:
Blair
Linked User Form
myriah@gohighline.com
2019 CSE Reviews: 21122475
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