HomeMy WebLinkAbout48. Highline Vail Oktoberfest__10-01-2020Events RFP 18/19/20/21: Vail Oktoberfest™
EVENT & APPLICANT OVERVIEW
0. Email contact
myriah@gohighline.com
1. What is the name of your event/program?
Vail Oktoberfest™
2. Please select the event category for your RFP.
Community, Recreation & Cultural (CRC)
3. Is this a new event or program?
No
3a. How much was your event or program funded in 2020?
$0
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
$85,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
6. Proposed Event/Program Start Date
09/10/2021
7. Proposed Event/Program End Date
09/19/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
09/10/21: Vail Oktoberfest Lionshead
09/11/21: Vail Oktoberfest Lionshead
09/12/21: Vail Oktoberfest Lionshead
09/17/21: Vail Oktoberfest Vail Village
09/18/21: Vail Oktoberfest Vail Village
09/19/21: Vail Oktoberfest Vail Village
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
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 | oktoberfestvail.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?
Yes
22a. Please name and describe the beneficiary
Vail Valley Veterans
Since 2004, the Vail Veterans Program (VVP) has been transforming the lives of military injured and their families through
innovative programs that build confidence and improve lives. VVP offers summer and winter therapeutic recreational
programming, caregivers retreats, and through a partnership with Johnson & Johnson’s Human Performance Institute, the
Veteran’s Path to Success training program, to help veterans define their new life mission. In addition to signature programming,
VVP also offers Family Support programs including a weeklong adventure at Black Mountain Ranch in McCoy, CO, where families
create lifelong memories. VVP programs define new recreational possibilities, build communities of mutual support, encourage
healthy recovery, and enable wounded veterans and their families to discover their “new normal.”
VVP participants include severely injured United States military personnel who have been severely injured while serving our
country. Most veterans that attend our programs are patients of Walter Reed National Military Medical Center in Bethesda,
Maryland, Brooke Army Medical Center in San Antonio, Texas, and the Naval Medical Center in San Diego, California.
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?
14
1b. Please describe the location(s) of the event or program in previous years.
VAIL OKTOBERFEST LIONSHEAD
Lionshead pedestrian mall
Arrabelle Square/Ice Rink area
VAIL OKTOBERFEST VAIL VILLAGE:
Portions of Willow Bridge Road
Gore Creek Promenade
Gore Creek Drive
Portions of Bridge Street
2. Please provide a detailed description of the event/program and its activities.
Munich comes to Vail for the world’s greatest celebration of beer, music and autumn - Vail Oktoberfest™ The event encompasses
two weekends [Lionshead and Vail Village] of blown-out Bavarian fun including the return of many crowd favorites like the
Bratwurst Eating Contests, Keg Bowling, Stein Lifting Contest and Bavarian Costume Contest. Emulating the age-old celebration
known all over the world, Vail Oktoberfest delights guests with Bavarian Beer, Bavarian music and dancing, traditional fare,
yodeling, alpenhorn blowing, and much more.
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.
LIONSHEAD PEDESTRIAN MALL, ARRABELLE SQUARE
September 10, 2021-12PM-10PM
September 11, 2021-12PM-10PM
September 12, 2021-12PM-6PM
Highline will once again work with Vail Resorts/Arrabelle on the space and facilities for the 2021 event.
GORE CREEK DRIVE, PORTIONS WILLOW BRIDGE ROAD, PORTIONS BRIDGE STREET:
September 17, 2021-12PM-10PM
September 18, 2021-12PM-10PM
September 19, 2021-12PM-6PM
GORE CREEK PROMENADE:
September 17, 2021-12PM-7PM
September 18, 2021-12PM-7PM
September 19, 2021-12PM-5PM
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.
All events take place in the Town of Vail.
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, 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, 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.
• Initiated a more defined plan for composting to support past recycling and trash sorting at the event
• Hired specific staff to assist consumers with trash, recycle and compost separation at point of disposal
• In Lionshead: [Lionshead pedestrian village near Garfinkles, Arrabelle Square near Blue Moose, Sun Dial Plaza near the Children’s
Fountain]
• In Vail Village: [Willow Bridge Road near International Bridge, Check Point Charlie, Gore Creek Drive near the Children’s Fountain]
• Proactively worked with restaurants and partners on recycling/waste efforts through one-on-one communication and providing
ample boxes to meet individual needs. Encouraged restaurants and partners to separate all trash, aluminum and cardboard prior
to disposing
• All vendors were required to use compostable or recyclable service ware
• Highline promoted the sales of the Official Vail Oktoberfest steins for use throughout the venue. Additionally, previous year's and
other Oktoberfest steins were accepted to help reduce the amount of plastic cups needed for beers
• All event cups were recyclable
• Staff carpooling from Denver and within the valley during the event
• Strict no idling policy for all vendors and staff during load in/load out
• Used re-usable table linens at all tents (instead of disposable) and cleaned as needed (vs. replaced)
• Encouraged restaurants to offer vegetarian selections
• Encouraged restaurants to eliminate single serving/use condiments
• Encouraged restaurants to buy local and produce dishes using those ingredients
• Proper disposal of waste beer so not to end up in Town on Vail sewers/river sources
• Reused event specific signage wherever possible
• Use of hard line power so no generators were needed
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
200
2. Number of volunteers needed
20
3. Number of event/program staff
80
4. Estimate of total number of spectators/attendees anticipated
50,000
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
18,000
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
11,400
3. Estimate the number of international guests your event/program will bring to Vail
600
4. How will your event/program increase sales tax in Vail?
As an event producer based in Town of Vail, not only does Highline drive increase in sales tax but the guests are also spending a
significant dollar amount at Town of Vail restaurants. Lodging, shopping and recreation are also key drivers for increased sales tax
spending in Vail.
The event hours, lack of entrance fee and open‐air venues are designed so that guests can come and go and enjoy a variety of
what Vail has to offer.
The retailers that advertise their promotions and end of season sales benefit from this spending crowd. It is a key reason why we
expand the event footprint to include tables and umbrellas throughout the outer areas of the venue.
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.
The vibrancy and authentic nature of Vail Oktoberfest makes this one of the premiere events of the year which appeals to the
widest demographic of most events in Vail. The outdoor setting, robust programming and availability for all ages makes this event
a must-experience when choosing Vail. The atmosphere and electricity in both Lionshead and Vail Village offer guests two weeks
of fun.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
• Vail Oktoberfest creates a space and place for the Vail guest to enjoy all that the mountain has to offer during these primary
autumn weeks and bring them into town for a celebration of the season.
• High quality partnerships of Vail Oktoberfest, such as Spaten, meet the needs for presenting a world-class, signature Vail event.
• The event atmosphere is carefully crafted so that guests can take in the architecture of the area, enjoy sitting and meeting new
people while taking in all of the sights, tastes and sounds.
• Vail Oktoberfest compliments what Vail Summer has to offer as a high-end event that appeals to the social side of individuals
and families who seek a mountain experience where they are able to explore Vail Village, Vail culinary talent, and unique
entertainment
• As always, the event meets the highest quality standards of production, organization and venue aesthetics
7. CRC - Event Timing: How is it the right event/program at the right time?
Vail Oktoberfest continues to provide world class experiences for guests and keeps Vail on the map as a premier destination in
Autumn. With the leaves changing and on-mountain action complimenting a full weekend in Vail, it is a strong destination driver
and family friendly event. The timing of the event lends for strong opportunities for group business towards fourth quarter.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
• Vail Oktoberfest creates a space and place for the Vail guest to enjoy all that Vail Mountain has to offer during these primary
autumn weeks and bring the guests into town for a celebration of the season.
• Oktoberfest positively impacts Vail’s sense of community. This event offers an authentic Bavarian atmosphere and feel, a variety
of high quality Bavarian food options, allowing attendees to truly celebrate and enjoy beer, food, dancing and music – while
enjoying fall in the Vail.
• The essence of Vail Oktoberfest comes from the mixture of attendees traveling from all over the world and from within the Vail
Valley to experience a world-class venue, variety of entertainment and a level of unexpected and unmatched authenticity that Vail
brings vs. other resort area Oktoberfest celebrations
• The Vail Oktoberfest partnership with Vail Veterans Program offers a strong new message and link offering all active, retired and
inactive military a complimentary beer on Friday each weekend.
• Entertainment/Talent, specifically selected for both Saturday night concerts focuses on the diverse demographic Oktoberfest
brings to Vail. Great success has been a positive result by complementing the traditional Bavarian daytime music with appealing
genres of music designed for all ages.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
There is strength in the opportunity for new event partnerships to provide activation surrounding contests and titling schedule
elements. New partnerships bring fresh approaches to contests and an ever-changing entertainment schedule to keep guests
enjoying the atmosphere. Increased efforts to capture strong video help the event showcase the variety of entertainment and
reach new demographics through partnership outreach and marketing reach.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
The beauty of Vail Oktoberfest is the opportunity to interact with the variety of Vail guests in a breathtaking atmosphere, enjoy no
cost admission and take in all of the sights and sounds in a relaxing village setting. Guests are enticed to hike or bike by morning
and soak in the sun and enjoy food and beverages by the afternoon.
We look to event partners to enhance the event through additional activation and aid in creating unique and memorable guest
experiences. Since Highline specializes in creating custom event partnerships, a relevant and fun experience for our Vail guest is
top of mind. An example of this is the Vail Vitality Center Stein Lifting Competition. Every detail is considered from the participant
gifting, the participant uniform, announcements, promotions and more. This spectacle is super entertaining but also embraces the
fun, competitive nature in Vail.
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.)
Plans for Vail Oktoberfest 2021 will follow a similar route as in 2019 promoting through grassroots, print, digital, social, radio and
PR marketing efforts reaching more than 65,464,892+
o Print = 771,300+ Impressions
o Digital 64,490,930+ Impressions
o PR = 64,390,175 Impressions
Over $785,000 in media value was delivered by this integrated campaign.
The PR campaign generated over $772,000 in equivalent media value.
***OKT editorials were picked up on Eater.com, 9News, and Food & Wine Instagram which contributed to 58 million impressions.
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. By securing partnerships as early as
possible, Vail Oktoberfest looks to capitalize on sponsors’ marketing assets including social, digital and grassroots efforts to
connect to the event.
The diverse programming elements connect a variety of different groups and consumers to the event so aligning with all the
partners, furthers the outreach and information sharing. Highline creates and provides customized collateral materials and digital
creative for event partners to utilize and grow event exposure.
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 Oktoberfest is evident with the commitment to evolve each year and create
a memorable and lasting experience for all who participate and attend the event.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
Highline will adapt and change to whatever local, state and national protocols are determined. We will take all the necessary
precautions to create a safe and healthy, yet welcoming event environment.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
Highline will adapt and change to whatever local, state and national protocols are determined. We will take all the necessary
precautions to create a safe and healthy, yet welcoming event environment.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
7,290
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$5,285,200
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?
$2
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 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, increased event experience and operational expenses associated with the event.
There is a renewed and continued focus on the efficiency of events regarding load in/load out and trying to minimize the impact to
the Town of Vail businesses/merchants, guests and resources. The funds received will help Highline to continue to streamline
these efforts.
The costs to support and implement the green initiatives that align with the Town of Vail values and goals continue to be a large
investment for staff, equipment and services and continues to be a focus for Vail Oktoberfest.
2. Please upload the provided complete event/program budget template here.
2021 OKT RFP Event Budget.xlsx
3. What percentage % of the total event/program budget is the CSE being asked to fund?
23
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
• Change in marketing plans, programming and depth of opportunities
• Potential change in seating, umbrellas and expansion of guest experience
• Longer duration for load in and load out which may impact venues/merchants and the ability to efficiently execute the event
operationally, less necessary staff that helps drives the success of the event
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.)
185,000
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.
TOV OKT MARKETING PLAN_2021-CSE.xlsx
1. Objectives: What are you trying to accomplish through your marketing efforts?
• Engage our target demographic far enough in advance to allow time for guests to plan their trip to Vail
• Engage our target demographic both locally and state-wide in the weeks leading up to the event to draw in additional new and
returning weekend and day-visitors to Vail, including promotions between the first and second weekend of the event
• Encourage guests to book lodging with local lodging partners
• Represent the event as an authentic, world-class Oktoberfest celebration
• Capitalize on fall tourism by capturing the attention of people with aligned interests
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.
• Work with sponsors and restaurant and beverage partners to promote the event to extended networks
• Work with lodging partners to encourage guests to visit Vail during the event vs. another time of year
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.)
• Vail Oktoberfest offers local restaurants the opportunity join side by side to gain exposure and engage visitors in their business
throughout the weekend
• Vail Oktoberfest will consider expanding the event expo element to include more businesses/partners who are a good fit with the
Oktoberfest tradition and can attract additional/new groups within the community to the event
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, Editorial, Radio, Online Event Listings, E-newsletters, Web, Media Plan/Public
Relations, Grassroots, Facebook, Instagram, Posters, Rack Cards, Flyers, Signage – Banners, etc, Co-promotions, Partnerships,
Local Vail Businesses, Concierge Visits, Other
5a. Please explain "Other".
A dedicated website will support the event at oktoberfestvail.com
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Myriah Blair
6b. Telephone Number
970-476-6797 x701
6c. Email Address
myriah@gohighline.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$100,000
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 media partners, marketing partners, partnership activation and restaurant/beverage partner exposure as long as
the overall event footprint allows.
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?
REQUIRED ATTACHMENTS
2020 Event Recap
AUDI_OKT19_Recap.pdf
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.
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 OKT RFP Event Budget.xlsx
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
TOV OKT MARKETING PLAN_2021-CSE.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
AUDI_OKT19_Recap.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
Highline Sports Staff.docx
Expenses
Program Budget for Vail Oktoberfest™ 2021
> Expenses
Estimated Actual
Total Expenses $373,250.00 $0.00
Site/Location/Operations Estimated Actual
Administrative 5,250.00
Equipment Rentals 35,000.00
Event Merchandise 20,000.00
Event Supplies 6,000.00
Insurance 8,000.00
Labor 70,000.00
License/Permit/Venue Fees 2,500.00
Project Fee 40,000.00
Security/Medical 33,500.00
Talent/Entertainment/Production 50,000.00
Trash/Recycle/Composting 11,000.00
Total 281,250.00 $0.00
Food & Beverage Estimated Actual
F&B Expenses 65,000.00
Charitable Donation 2,500.00
Total 67,500.00 $0.00
Travel/Lodging Estimated Actual
Lodging 5,000.00
Total 5,000.00 $0.00
Branding Estimated Actual
Printing/ Reproduction / Signage/De 8,000.00
Total 8,000.00 $0.00
Marketing Estimated Actual
Advertising/Marketing/Digital/Socia 5,000.00
Photogrophy/Video 1,500.00
Total 6,500.00 $0.00
Sponsorship Implementation/Fulfillm Estimated Actual
Expenses
5,000.00
Total 5,000.00 $0.00
Income
Program Budget for Vail Oktoberfest™ 2021
> Income
Estimated Actual
Total Income 370,000.00 $0.00
CSE
Estimated Actual
2020 RFP Request 85,000.00
85,000.00
Tickets/Admissions
Estimated Actual
Expo | Partner Activation | Tickets 10,000.00
10,000.00
Other
Estimated Actual
Sponsorships 100,000.00
F&B | Merch Sales 175,000.00
275,000.00
Summary
Program Budget for Vail Oktoberfest™ 2021
> Profit - Loss Summary
Estimated Actual
Total income $370,000.00 $0.00
Total expenses $373,250.00 $0.00
Total profit (or loss)-$3,250.00 $0.00
Estimated Actual
$0.00
$50,000.00
$100,000.00
$150,000.00
$200,000.00
$250,000.00
$300,000.00
$350,000.00
$400,000.00
Total income
Total expenses
OKT Overview
VAIL OKTOBERFEST
Pre-event Begin Promotional Push Ramp Period Last call Post Event
Countdown Week 16 Week 15 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 Week -1 Week -2 Week -3
Calendar Dates (Fri)21-May 28-May 4-Jun 11-Jun 18-Jun 25-Jun 2-Jul 9-Jul 16-Jul 23-Jul 30-Jul 6-Aug 13-Aug 20-Aug 27-Aug 3-Sep 10-Sep 17-Sep 24-Sep 1-Oct
Key Event Website Accurate Early Bird Last chance to save
Email Blasts SUMMER EVENTS PROMO VIP PROMO LODGING PROMO LAST CALL
Facebook
Instagram
Other Social
Paid social ($500)3-day run 2-day run 3-day run 1-day run 3-day run 2-day run 5-day run 5-day run 3-day run 3-day run
Influencers
Partnerships
AB-Spatan
Web-Based Programmatic Vail Daily Digital Ads
Print Vail Daily
Press Release Announce & Vendor Apps VVP?/VIP/FAC Lead in
Grassroots Posters
Poster Distro
Continued Advertising…
Grassroots Rack Cards Continued Advertising…
Radio
Official event
launch
OKT 1st
Weekend
OKT 2nd
Weekend
KKCH & The LIFT FM: 50 radio spots, 20
recorded promo mentions, 20 live
mentions
OKT 2021 Marketing Overview CSE
VAIL OKTOBERFEST™ 2021
subject to change
Print
Vail Daily (Daily Publication)
Where Type Specs Day When
Print 1/4 Page Horizontal / 4 Color Ad 10"x3.5"Friday 08/27/21###
Print 1/4 Page Horizontal / 4 Color Ad 10"x3.5"Sunday 09/05/21###
Print 1/4 Page Horizontal / 4 Color Ad 10"x3.5"Friday 09/03/21###
Print 1/4 Page Horizontal / 4 Color Ad 10"x3.5"Friday 09/10/21###
Print 1/4 Page Horizontal / 4 Color Ad 10"x3.5"Friday 09/17/21###
Print 1/4 Page Horizontal / 4 Color Ad 10"x3.5"Saturday 09/11/21###
Print 1/2 Page Sunday 09/05/21###
Print 1/2 Page Wednesday 09/08/21###
Print 1/2 Page Wednesday 09/15/21###
Print 1/2 Page Sunday 09/12/21###
Print 1/2 Page Monday 09/13/21###
Vail Lifestyle Magazine- BOGO New Advertizers Vail Daily
Print Full Page Summer###
Vail Daily- Weekly
Print Full Page Friday TBD###
Print Full Page Saturday TBD###
Print Full Page Sunday TBD###
Radio
Where Type WhenImpressions
KYZR 100 Radio Spots, 3 intrviews 3-weeks###
Digital
Vail Daily (Digital Ads)
Website Banner Adds ###
Newsletter Advertizment ###
Highline
I
m
p
r
e
s
s
i
o
n
s
OKT 2021 Marketing Overview CSE
OKT Page Facebook & Instagram ###
Online
Where Where Specs WhenImpressions
Website vailoktoberfest.com with detailed schedule N/A 12-month###
Email Blasts Highline Database N/A 05/28/21###
Email Blasts Highline Database N/A 07/16/21###
Email Blasts Highline Database N/A 07/30/21###
Email Blasts Highline Database N/A 08/20/21###
Email Blasts Highline Database N/A 09/03/21###
Grassroots
Where Where Specs WhenImpressions
Concierge Outreach 2500 Rack Cards double sided TBD Week of 8/06/21###
Concierge Email Blast Highline Database N/A 08/13/19###
Posters 180+ Posters TBD Week of 8/06/21###
Merchant Outreach 200+ outreach to local merchants N/A Week of 8/06/21###
Continued Outreach Local info centers, local media, key lodging partners, etc.N/A 08/13/19
PR
Where Where Specs WhenImpressions
Press Release Local Outreach N/A 07/30/21###
Press Release Local Outreach N/A 08/27/21###
Press Release Local Outreach N/A 09/09/21###
PR Directly working with PR agency to boost Denver & Front RangN/A June - Sept###
PR Outreach to Local P N/A TBD###
PR Editorial
Where Editorial Specs WhenImpressions
TBD
Directly working with publications to arrange interviews,
reach out to key restaurant partners and locals, 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
PREPARED FOR:
Vail Oktoberfest™Event Recap
CONFIDENTIAL & PROPRIETARY
Lionshead September 6-8, 2019 | Vail Village September 13-15, 2019
Traditional Bavarian celebration of autumn, beer, food, music and friendly competitions
Highlights
•50,000 Estimated Attendance
•7 Beer pouring stations
•10 Restaurants & expo partners
•Print: 189,900+ impressions
•Digital: 230,000+ impressions
•PR: 11,298,000+ impressions
Event Overview
2
CONFIDENTIAL & PROPRIETARY
Munich comes to Vail for the world’s greatest
celebration -Oktoberfest!
The event features two full weekends of
blown-out Bavarian fun. Crowd favorite events
include: Bratwurst Eating, Keg Bowling and
Stein Lifting, which are sure to leave
participants and spectators overflowing with
Oom-pah! Emulating an age-old celebration,
Vail Oktoberfest delights guests with Bavarian
beer, music and dancing. Celebrate with
traditional fare, yodeling, alpenhorn blowing,
and much more.
Performers included Helmut Fricker and The
Rhinelanders Band, Dixie Leadfoot & The
Chrome Struts, Denver Kickers Schuhplattlers,
Rewind, Average German Band, TEV Edelweiss
Schuhplattlers, Blue Krewe and The Boogie
Machine.
The Bavarian Kinder Club provided family
activities for all ages throughout both
weekends
3
Event Overview
CONFIDENTIAL & PROPRIETARY
Impressive contestant prizing and entertainment factor continue to create a
wow factor surrounding the competitions. *Social Media continues to be a
driver for the spectacles to extend far beyond the event footprint, with
surprise, laughter and crowd banter experienced throughout the weekend.
Stein Lifting Competition
Tests the arm strength and stamina of even the fiercest competitors, who hold
FULL liter beer steins -out from their body at shoulder level. The last person
standing is the champion. New this year, the event Ops Team rounded it out
using measurement devises like levels to further judge the contestants.
Klement’s Bratwurst Eating Contest
The strong-willed and the strong-stomached battle it out to see who can
devour the most bratwursts in two minutes. The competitor who can finish the
most brats in the allotted time wins!
Bavarian Costume Contest
Any willing guests who show up in full Bavarian attire are welcomed to
compete in the Bavarian Costume Contests. All participants are judged by
crowd response to determine the winner.
Keg Bowling Competition
Competitors hurl a keg on wheels down the lane at a pyramid of empty kegs
with the intention of bringing down the entire pile. The winner is the
participant who knocks down the most kegs in two rounds of competition.
4
Event Elements
CONFIDENTIAL & PROPRIETARY
Bavarian Performers
No Oktoberfest is complete without polka and Vail is no exception.
Each weekend brought 4 different Bavarian groups who “rolled out
the barrel” to entertain guests each day. Inclusive of the crowd
favorite, Helmut Fricker and the Rhinelanders.
Bavarian Dancers
Saturday and Sunday of each weekend included two different
professional German dancing groups. These groups performed,
instructed, and invited guest participation throughout the day.
Evening Entertainment
Friday and Saturday evenings close out with a fun band that everyone
can dance and sing along to. Lionshead brought Dixie Leadfoot & The
Chrome Struts and Rewind and Vail Village included the Blu Krewe
and The Boogie Machine. All bands that left everyone tapping their
toes.
Bavarian Kinder Zone
Vail Oktoberfest is a family affair that includes the Kinder Zone, a
space for the young Bavarians. Inclusive of games, crafts, photo
opportunities and live performers.
5
Event Elements
CONFIDENTIAL & PROPRIETARY6
Vail Oktoberfest™was presented by Spaten, Colorado Audi Dealers,Town of Vail
and Jagermeister,and brought to you in part by Klement's Sausage Company and Vail Racquet Club.
Vail Oktoberfest is proud to support the Vail Veterans Program.
Event Partners
CONFIDENTIAL & PROPRIETARY
AUDI Branded Marketing & Signage Inclusions:
•Audi Logo Inclusion Throughout Multiple Medias
–Newspaper print advertising
–(250) Event posters
–Digital inclusions (brand mention)
–Email blasts to public and local concierge outreach
–Event website inclusion
–Town of Vail Banner placed leading up to, and throughout
the event weekend
–Event schedule signage
7
Partner Specifics
CONFIDENTIAL & PROPRIETARY
AUDI vehicle placements, brand ambassador team, swag giveaways:
•One 10x10 Audi Branded Tent per weekend
•Three vehicle placements weekend 1
•Three vehicle placements weekend 2
•2000 Audi branded water bottles, distributed throughout the event
•Two Audi Ambassadors per weekend, conducting data-capture
•Multiple touch-points for Audi Dealer Groups to interact with the Vail
guest
8
Partner Specifics
CONFIDENTIAL & PROPRIETARY
Additional Event Photos
9
Partner Specifics
CONFIDENTIAL & PROPRIETARY10
Marketing Impressions Overview
Media: Print, Digital, Radio
CONFIDENTIAL & PROPRIETARY
Facebook Analytics: Vail Oktoberfest
•Organic posting and paid advertising drove traffic to the Facebook page and to
vailoktoberfest.com, directly corresponding to an increase in page likes, as well as first-time users
on the website
•A data-capture was further collected at vailoktoberfest.com
•Both organic and paid reach were mainly consolidated into the weeks leading up to and during
the event, with several spikes throughout the 10 month period corresponding to significant page
posts (both organic and paid)
11
Media: Social Media
CONFIDENTIAL & PROPRIETARY12
Instagram Examples: Organic
Media: Instagram Examples
CONFIDENTIAL & PROPRIETARY13
Media: Social Images
CONFIDENTIAL & PROPRIETARY
Digital Examples: Email Blast Examples
14
Media: Email Blasts
CONFIDENTIAL & PROPRIETARY
Vail Daily & Vail Daily Weekly Print
15
Marketing & PR Exposure
VAILOKTOBERFEST.COM
CALLING ALL
VETERANS AND
ACTIVE DUTY
MILITARY!
BRING YOUR MILITARY ID CARD
TO THE TOKEN TENTS FOR YOUR
COMPLIMENTARY BEER VOUCHER
ENJOY YOUR FIRST BEER ON US!
VAIL OKTOBERFEST™
LIONSHEAD | SEPT 6-8
VAIL VILLAGE | SEPT 13-15
Gourmetongore.com | #gourmetongore VAILOKTOBERFEST.COM
SEPTEMBER 6-8
LIONSHEAD
SEPTEMBER 13-15
VAIL VILLAGE
JOIN US NEXT WEEKEND!
BAVARIAN BEER, FOOD & MUSIC
YOUR LAST CHANCE TO OOM-PAH!
SEPTEMBER 13-15
VAIL VILLAGE
FINAL WEEKEND
BAVARIAN BEER, FOOD & MUSIC
VAILOKTOBERFEST.COM
Gourmetongore.com | #gourmetongore VAILOKTOBERFEST.COM
SEPTEMBER 6-8
LIONSHEAD
SEPTEMBER 13-15
VAIL VILLAGE
BAVARIAN BEER, FOOD & MUSIC
CONFIDENTIAL & PROPRIETARY
Town of Vail Banner
16
Print & Display
CONFIDENTIAL & PROPRIETARY
Town of Vail Roundabout Banners
17
Print & Display
Complimentary beverage tickets
CONFIDENTIAL & PROPRIETARY
General Pricing Signs 8’x3’
18
Print & Display
Schedule Signage 2’x 3’
FRIDAY, SEPTEMBER 6
12PM Vail Oktoberfest™ opens to public
12-4PM Average German Band
4-6PM Helmut Fricker and the Rhinelanders Band
6PM Oktoberfest Opening Ceremony
6:15-7PM Helmut Fricker and the Rhinelanders Band
7PM Stein Lifting Competition
7:30-9:30PM Evening Concert featuring, Dixie Leadfoot & The Chrome Struts
10PM Oktoberfest closes for the day
SATURDAY, SEPTEMBER 7 12PM Vail Oktoberfest opens to public
12-3PM Helmut Fricker and the Rhinelanders Band
12-5PM Bavarian Kinder Club Open
1-3PM Denver Kickers Schuhplattlers
2PM Bavarian Costume Contest
3-3:30PM Klement’s Bratwurst Eating Contest
3:30-4PM Denver Kickers Schuhplattlers
4-5PM Adult Keg Bowling Contest
5-7PM Average German Band
7PM Stein Lifting Competition
7:30-9:30PM Evening Concert featuring, Rewind
10PM Oktoberfest closes for the day
SUNDAY, SEPTEMBER 8
12PM Vail Oktoberfest opens to public
12-3PM Helmut Fricker and the Rhinelanders Band
12-5PM Bavarian Kinder Club Open
1-5PM Denver Kickers Schuhplattlers
2:30-3PM Klement’s Bratwurst Eating Contest
3-4PM Average German Band
4-5PM Adult Keg Bowling Contest
5-6PM Average German Band
5:30PM Stein Lifting Competition
6PM Oktoberfest closes for the weekend
VAIL OKTOBERFEST™ 2019 LIONSHEAD SCHEDULE
VAILOKTOBERFEST.COM
FRIDAY, SEPTEMBER 13
12PM Vail Oktoberfest™ opens to public
12-4PM Average German Band
4-6PM Helmut Fricker and the Rhinelanders Band
6PM Oktoberfest Opening Ceremony
6:15-7PM Helmut Fricker and the Rhinelanders Band
7PM Stein Lifting Competition
7:30-9:30PM Evening Concert featuring, Blu Krewe
10PM Oktoberfest closes for the day
SATURDAY, SEPTEMBER 14
12PM Vail Oktoberfest opens to public
12-3PM Helmut Fricker and the Rhinelanders Band
12-5PM Bavarian Kinder Club Open
1-3PM TEV Edelweiss Schuhplattlers
2PM Bavarian Costume Contest
3-3:30PM Klement’s Bratwurst Eating Contest
3:30-4PM TEV Edelweiss Schuhplattlers
4-5PM Adult Keg Bowling Contest
5-7PM Average German Band 7PM Stein Lifting Competition
7:30-9:30PM Evening Concert featuring, Boogie Machine
10PM Oktoberfest closes for the day
SUNDAY, SEPTEMBER 15
12PM Vail Oktoberfest opens to public
12-3PM Helmut Fricker and the Rhinelanders Band
12-5PM Bavarian Kinder Club Open
1-5PM TEV Edelweiss Schuhplattlers
2:30-3PM Klement’s Bratwurst Eating Contest
3-4PM Average German Band
4-5PM Adult Keg Bowling Contest
5-6PM Average German Band
5:30PM Stein Lifting Competition
6PM Oktoberfest closes for the weekend
VAIL OKTOBERFEST™ 2019 VAIL VILLAGE SCHEDULE
VAILOKTOBERFEST.COM
CONFIDENTIAL & PROPRIETARY
(250) Event Posters
19
Print & Display
CONFIDENTIAL & PROPRIETARY
We look forward to 2020 and sincerely thank you for your partnership.
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: 21282227
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21282230 No
21282231 No
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Vail Oktoberfest™
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esaeger@vailgov.com
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Vail Oktoberfest™
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alisonw@vailchamber.org
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williambarrydavis@gmail.com
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kimnewbury@gmail.com
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mvalenti@vailresorts.com
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markgordonvail@gmail.com
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sbiszantz@gmail.com
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mvlaar@vailgov.com
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