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Home My WebLink About49. Oktoberfest_10-01-2020Events RFP 18/19/20/21: Oktoberfest EVENT & APPLICANT OVERVIEW 0. Email contact austin@fullsendproductions.com 1. What is the name of your event/program? Oktoberfest 2. Please select the event category for your RFP. Community, Recreation & Cultural (CRC) 3. Is this a new event or program? Yes 4. Are you a first time submitter for the Town of Vail Commission on Special Events funding program? No 5. Amount of 2021 funding requested $50,000 5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021? No 6. Proposed Event/Program Start Date 09/10/2021 7. Proposed Event/Program End Date 09/19/2021 7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD: Lionshead - Sept 10-12 Vail Village - Sept 17-19 8. Are your event/program dates set or could they changed? Event dates are flexible and can be changed 9. Name of person completing the application Austin Gavlak 9a. Title of person completing the application Executive Producer 10. Provide name of person or entity to whom the funding check will be cut. Full Send Productions 11. Mailing Address Street 605 W Main St PH B 12. City Aspen 13. State Colorado 14. Zip Code 81611 15. Telephone number 8175424965 16. Email address austin@fullsendproductions.com 17. Event/program and/or organization website www.fullsendproductions.com 18. Number of years organization has been in business 3 19. Organization's Mission Statement Full Send Productions is a Colorado-based creative agency dedicated to shaping the cultural fabric of society through unique experience design. We work with global corporate, luxury, F&B, entertainment and media companies to provide creative, curatorial and experience design consultation from IP creation, corporate entertainment booking, event advisory, to private event curation. 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 Local Charity TBD EVENT DESCRIPTION 1. Is this a new or existing event/program in Vail? New 2. Please provide a detailed description of the event/program and its activities. Oktoberfest is a celebration of all things Bavarian, especially beer. Vail's Oktoberfest will features all the classic offerings and attractions of a traditional Oktoberfest along with a handful of fresh offerings that are family oriented and celebrate Fall. 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. Vail Village and Lionshead Villages 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. NA ENVIRONMENTAL PRACTICES 1. Which of these environmental practices will you commit to executing at your event/program? Purchase carbon credits or offsets, Use of recyclable materials - banners, paper, etc., Ban use of plastic bags, Remind guests to bring re-usable bags and water bottles, Encourage use of bicycles, buses, shuttles, carpools, walking or public transit to event, Enforce no idling policy for staff and guests, Recycling required in all areas of event, Wastewater will be properly disposed of, Use eco-friendly serving utensils (compostable or recyclable), Ban styrofoam, not allowed within town limits, Compost food waste, Provide water bottle filling stations, Provide secure bike parking area 2. Please describe your commitment to environmental sustainability and detail measures that will be taken during your event to ensure minimal environmental impact and sustainable best practices. We will use exclusive recyclable materials everywhere possible and do our best to minimize waste. EVENT/PROGRAM PARTICIPANTS 1. Number of participants (athletes, artists, exhibitors, etc.) anticipated 100 2. Number of volunteers needed 30 3. Number of event/program staff 30 4. Estimate of total number of spectators/attendees anticipated 15,000 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 3,000 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? Attracting tourists that will spend money on hotels, food, beverage, and merchandise at a variety of local businesses 5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council? We will connect with young professionals, dynamic families and outdoor enthusiasts and help nurture their vision of Vail as a premier vacation destination in the fall. 6. CRC - Brand Fit: How will your event or program support the Vail brand identity? By celebrating Bavarian culture in our European styled villages, giving people the obvious choice for where to go in the mountains. 7. CRC - Event Timing: How is it the right event/program at the right time? This is the perfect timing to experience Fall Foliage while having a Paulaner in your favorite lederhosen. 8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and community members? It's a long standing local tradition and a perfect draw for guests from the front range and beyond. 9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new programming, entertainers, adding additional days and activities.) Addition of more family oriented fall programing. 10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration? What is more fun than drinking German beer in the streets with all your friends in lederhosen? 11. CRC - Marketing Strength: What is the marketing reach for the event/program? You will be asked more marketing questions in a future section. (Reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.) We will generate millions of impressions via online and social media marketing campaigns in addition to coverage in a variety of state/national media outlets. 12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract sponsorship support? We will leverage existing relationships with artists, premium alcohol brands and outdoor lifestyle brands to push the event through their established networks. 13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to sustain and grow the event. We are a team of well established professionals, all of us with years of expertise in our individual event aspects. 13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing public health orders. Our event feasibility will be geared towards a reduced crowd and social distancing, but flexible enough to grow in attendance and offerings as local guidelines allow. 13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing public health orders. We will keep a keen eye on regulations as they continue to evolve over the next year. We will have plans in place to make this a socially distanced event if needed with hopes that society will be ready to celebrate together a year from now. Safety measures we can include (if needed) - ticketing (likely free) to usher people through the attractions in waves - Taking temps of attendees on the way in - Strictly enforced SOPs for all vendors - additional security to enforce social distancing EVENT ECONOMIC IMPACT 1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program. 6,000 2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending generated by your event or program. $300 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? $3,500,000 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. Creating and promoting lodging deals with local lodging partners and aggressively marketing them via our website and national campaigns 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. Primarily on health safety programs and marketing campaigns 2. Please upload the provided complete event/program budget template here. Vail Oktoberfest 2021 - Budget Vail.pdf 3. What percentage % of the total event/program budget is the CSE being asked to fund? 37 4. If the event/program is not funded at full request, how will the event change with a lower funding allocation? Less marketing reach and activities 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.) 165,000 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. 2021 Oktoberfest Media Plan.pdf 1. Objectives: What are you trying to accomplish through your marketing efforts? Event attendance made up of primarily overnight visitors to Vail and local patrons spending money in town. 2. Strategy: How will you meet your objectives? Working with marketing experts to utilize modern technology, and techniques, to push captivating branded content through a variety of established networks - Our own, our brand partners, and our lineup of incredible international talent. 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.) Lodging Deals Local restaurant activations inside event Bar specials via beer sponsors 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, Posters, Rack Cards, Flyers, Signage – Banners, etc, Co-promotions, Partnerships, Local Vail Businesses, Concierge Visits 6. Please list contact information for your Media Relations or Public Relations staff or firm. 6a. Name TBD 6b. Telephone Number TBD 6c. Email Address TBD SPONSORSHIPS & PARTNERSHIPS 1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the event/program budget? $30,000 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. TBD 3. Please explain the potential for additional sponsorships or partners. Vail is the ideal setting for Oktoberfest. It is widely recognized as premium destination and brands are excited for the opportunity for brand association at this traditional event. 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.) 2020 CSE RFP Information Packet.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 References and/or referrals from other communities are required if you do not have a prior history of producing events in Vail. Organization rosters naming all officers, board of directors and respective positions as relevant OPTIONAL ATTACHMENTS List any URLs where additional information can be found, including photos, videos or other content relevant to your application. Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding RFP QUESTIONS AND KEY MEETING DATES We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be scheduled over email as well. Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com Friday, August 30: Submitted questions and answers will be emailed to applicants. Wednesday, October 2: Regular CSE Meeting, Recaps will be presented Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting. Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting. Tuesday, November 5: The Town Council will review the CSE funding allocations. Wednesday, November 6: Regular CSE Meeting Thursday, November 7: Applicants will be notified of their preliminary funding allocations. Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding decisions. --->The "Save Draft" button below allows you to save your application and come back to work on it again. --->The "Save" button is for when your application is complete and ready to submit. ---> Your application has not been formally submitted until you navigate to the Menu page and click "Submit Request". You will receive a confirmation email once your application has been submitted.<--- Linked Contact Austin Gavlak Number Events RFP 18/19/20/21: File Attachments 2. Please upload the provided complete event/program budget template here. Vail Oktoberfest 2021 - Budget Vail.pdf Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and execution dates. 2021 Oktoberfest Media Plan.pdf 4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective partners or sponsors which provides benefits for participating in your event/program.) 2020 CSE RFP Information Packet.pdf Oktoberfest Profit $32,750.00 Total Expenses $132,250 TOTAL INCOME $165,000 PRODUCTION // PERFORMANCE REV STREAMS Stage Rental $5,000 Brand Partnerships $30,000 Sound/Lights $8,000 Town of Vail $50,000 Backline $2,000 Concessions less COGS $85,000 Bands $15,000 Tickets $0 TOTAL PRODUCTION $30,000 OPERATIONS Rental Construction Equipment $2,000 Staff // Artist Lodging $2,000 Stage Hands $1,000 Core Staff Salaries $20,000 Senior Event Management $6,000 Labor ($20 per hour / 500 hours)$10,000 Portos/Trash/Water Tank $6,000 Medical $6,000 NPO Donation $1,000 Security $15,000 Police $6,000 Ambulance $6,000 Tenting $7,500 Permits // Fees $500 Insurance $4,500 Radios $2,000 Meals $3,000 Contigency $10,000 Banners/Sineage $3,000 TOTAL OPERATIONS $86,500 MKTG // ADVERT Poster Printing $1,250 AD SPEND $5,000 Advertising - Digital Radio $2,000 Advertising - Print $3,000 Public Relations $2,500 Graphic Design $1,000 Website $1,000 TOTAL MKTG $15,750 \ Oktoberfest June July Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Event Media Plan Event Announce Local (Eagle County)Weekly Ad Frequency Pandora VAIL DAILY x BUS ADS POSTERING Colorado DO303 303 MAG PR PUSH FB/IG RetargeIng NaBonal PRESS RELEASE 1 x PRESS RELEASE 2 PRESS RELEASE 3 PRESS RELEASE 4 FB/IG RetargeIng Brand Partner Takeover Pandora ***Our ad delivery is dynamic An “X” represents acTve campaign 1 August September October November Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Vail Village Event Lions Event Weekly Ad Frequency 250 250 250 250 500 500 500 1 1 1 2 2 3 3 x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x 2 November December Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Weekly Ad Frequency 3 August 2, 2019 To: Special Event Producers Subject: Funding Requests for Special Events in 2020 Link: https://www.vailgov.com/cserfp The Town of Vail has consistently been a leader in the promotion and execution of events that grow partner brands, generate revenues, and support causes both locally and globally. The Commission on Special Events is seeking innovative and exciting proposals for special events throughout 2020 that support the vision of Vail as the world’s “Premier International Mountain Resort Community”. “Special Event Rating Criteria” (Attachment A) will be used to evaluate all proposals with respect to how they align with the strategy of a diverse calendar of events well matched to the Vail brand and will exceed the expectations of a sophisticated clientele and members of community. Producers will self-select one of two categories when they submit their RFP. 1.Recreational, Cultural and Community events are measured primarily on how well they will drive overnight destination visitation and align with the Vail brand. 2.Educational and Enrichment events/programs are evaluated by how they contribute to life long learning, a sense of well being and enhanced quality of life. Producers should submit all of the required information via the online application portal found here: https://www.vailgov.com/cserfp. Application submissions are due by 10:00p.m. MST on Monday, September 23, 2019. After which the application site will be closed. No exceptions will be made for late applications. Questions about the RFP will be accepted over email to: jgross@vailgov.com RFP Schedule •Monday, August 26: Questions about the RFP are due via email. •Friday, August 30: Submitted questions & answers will be emailed to applicants. •Wednesday, October 2: Regular CSE Meeting •Thursday October 10: Applications will be reviewed by the CSE and producers interviewed at a special meeting. •Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting. •Wednesday, November 6: Applicants will be notified of their preliminary funding status following the Vail Town Council’s review of the CSE’s funding allocation decisions. •Monday, December 18: Applicants will be notified of their final funding status after the last date for the Town Council to call up any funding decisions. Town of Vail: Commission on Special Events 2020 Special Event Funding Guidelines Mission Statement: The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special Events Plan which ensures world class events that are fully aligned with Vail’s brand. The CSE shall effectively and efficiently allocate available budget behind this objective. The Events Plan will deliver measureable results in terms of specific goals: economic impact, optimization of the seasonal calendar, positive community experience and integration, as well as positive guest-centric results that lead to future loyalty. To qualify for funding review, events must support the CSE’s strategic priorities and meet the follow ing requirements: •The event(s) must take place predominately within the Town of Vail. •Applications must be completed online, providing all information and attachments required. •Incomplete applications will not be accepted, the online portal will not allow submissions without all required fields complete. •Applicants must request a specific dollar amount and an explanation of how the requested funds will be utilized. CSE 2020 RFP: 8/2/2019 RFP Information & Guidelines Page 2 •Funding allocations will be disbursed only to the entity whose name appears on the application. •All Town of Vail permits and documentation required for the production of the event must be filed under the name of the event producer as it appears on the funding application. “Special Event Rating Criteria” (Attachment A: Event Categories and Evaluation Criteria) will be used to evaluate all proposals with respect to how they align with a strategic approach to providing a diverse calendar of events that are well matched to the Vail brand and will exceed the expectations of community and guests. Producers will self-select one of two categories when they submit their RFP: •The Recreational, Cultural and Community events are measured primarily with respect to how well they will drive destination visitation. •Educational and Enrichment events/programs are evaluated by how they contribute to life long learning, a sense of well being and enhanced quality of life. In consideration of the receipt of funds from the CSE, the Event Promoter shall agree to: •Direct prospective attendees to book lodging within the Town of Vail. •Ensure that the event is listed on local, regional and national event calendars. •Comply in a complete and timely manner with all Special Event Permit requirements of the Town of Vail. •Meet with the Economic Development Staff o To ensure compliance with the “Vail Brand” on all event promotional materials. Please be advised that penalties may be assessed against allocated funding for incorrect use of either the “Vail Brand” and/or the Town of Vail logo. o Agree to comply with the all marketing gates on the Marketing Checklist. See “Attachment C: Marketing Checklist” for more information. •Provide “activation” that will cross-promote your event throughout the community, create guest awareness of your event and stimulate business in local restaurants/bars and retail establishments. •Place the Town of Vail logo on marketing and promotional materials associated with the event. •Provide any event specific benefits as appropriate to the level of sponsorship. •Provide the Marketing & Economic Development Coordinator with copies of any video or photography from the event for the purpose of promoting the Town of Vail. CSE 2020 RFP: 8/2/2019 RFP Information & Guidelines Page 3 Accountability: All event producers receiving funding will be expected to schedule a post-event recap with the CSE within 60 days after the event. For a more detailed explanation and information to be included, please review Attachment D: Guidelines for Post-event Recaps for All Events Receiving Public Funding. Events identified by the CSE will be included as part of the CSE’s independent event survey program, and are required to make their event or attendee email list accessible to the survey team. Funding Disbursements: •Funding allocations are distributed in three parts: o 1/3 upon the return of the signed Letter Agreement and invoice o 1/3 following the completion of the Marketing Checklist (at least 6 months prior to event) and the submittal of a completed Special Event Permit application (if required) o 1/3 following the approval of the event recap Attachment List: •Attachment A – CSE Special Events Rating Criteria •Attachment B – Vail Brand Guidelines •Attachment C - Marketing Checklist •Attachment D – CSE Event Recap Guidelines •Attachment E – Community Contact Info CSE 2020 RFP: 8/2/2019 RFP Information & Guidelines Page 4 Attachment A: CSE Event Categories and Evaluation Criteria Events receiving public funding will be categorized as follows: Recreational, Cultural and Community Events: Goal: Deliver a diverse calendar of events in the Town of Vail that promote economic vitality and community enrichment Signature Events: •Established events that take place over multiple days and/or weeks •Strong Vail Brand identity •Drive overnight visitation •Promotion and marketing reach through local, regional, national and international media exposure •Several of these events receive their funding from the Town Council. Post event review and evaluation will be overseen by the CSE Destination Events: •Newer events, participatory sporting events and large scale ambient events which support the CSE’s criteria for promoting economic vitality and driving destination visitation •Supports the Vail Brand •Primarily local and regional media exposure, may attract some national exposure or sponsorships Ambient Community Events: •Ambient events which contribute to a sense of community, vitality and fun; enhance the guest experience and promote high NPS (Net Promoter Score) •Primarily local media exposure •Community celebrations: i.e. Vail America Days, Vail Holidaze, Vail Family Fun Fest Educational and Enrichment Events Goal: Promote leadership development, intellectual opportunities and health and well-being •Shall be part of the CSE RFP process •Potential to build the Vail Brand as an educational and well-being destination •Local, regional, (and when appropriate) national and international media exposure •Economic impact may be in the future: Potential to return economic benefits as participants share their experiences to individuals and groups within their spheres of influence PLEASE SEE SCORECARDS ON FOLLOWING PAGES CSE 2020RFP: 8/2/2019 Attachment A: Event Categories & Evaluation Criteria Page 1 of 1 SCORECARD: RECREATIONAL, CULTURAL & COMMUNITY EVENTS 2020 RFP Process Points Rating 0-10 0-5 0-10 0-10 0-5 0-10 Timing 0-5 Demographic Fit 0-5 Community Enrichment 0-5 Producer Qualifications 0-10 Rev: 06/26/2018 100 Brand Fit 0-15 0-10 Potential to Increase Room Nights and Revenues Continues to evolve by delivering fresh content, enhanced experiences Marketing Strength Extent and quality of promotional and marketing "reach" Growth Potential What is the community involvement opportunity and/or lasting community benefit? Attracts target markets for visitors and community members Maximum Score Proven quality, knowledge and resources to sustain and grow the event Criteria Increase sales tax tevenue Potential to leverage media exposure and attract sponsorship support From guests outside Colorado From guests within Colorado, focus on Front Range From international guests Optimize calendar Promotes an atmosphere of vitality, fun and celebration Supports the Vail brand Supports the mission and vision of the Vail Town Council SCORECARD: EDUCATIONAL AND ENRICHMENT EVENTS 2020 RFP Process Points Rating 0-15 0-5 Timing 0-5 Demographic Fit 0-5 Community Enrichment 0-10 Producer Qualifications 0-10 Rev: 06/18/2018 100 Marketing Strength Extent and quality of promotional and marketing "reach" Brand Fit Potential to achieve one or more of the following Continues to evolve by delivering fresh content, enhanced experiences Achieve recognition and drives participation Growth Potential Criteria Leverage media exposure and attract donor and sponsorship support Enhance Leadership Skills: locally, nationally, internationally Foster a health and wellness reputation for Vail Provide opportunities for intellectual dialogues Deliver an educational component Optimize calendar What is the community involvement opportunity and/or lasting community benefit? Supports the mission and vision of the Vail Town Council Supports the Vail Brand Attracts target markets for visitors and community members 0-25 0-15 0-10 Maximum Score Proven quality, knowledge and resources to sustain and grow the event Attachment B: Vail Brand Information The Vail Local Marketing District Advisory Council (VLMDAC) welcomes and encourages the inclusion of the Vail Brand and logo in our events and partners’ marketing efforts. Below you will find information on the Vail Brand. Use of the Vail Brand is subject to approval by Vail Mountain Marketing team and the VLMDAC. What does this mean to you as an event producer? Please keep the brand character, promise and positioning statement in mind when developing and marketing your event. Dropbox link to Vail and Town of Vail Brand Documents & Photos: http://bit.ly/2vQmHvI Additional brand photos from Vail Mountain Marketing for use: https://bit.ly/2v5ZZ42 Boilerplate for Press Releases and Websites: About Vail Under blue skies more than 300 days each year, Vail is the world’s premier mountain resort. The year-round alpine experience is exceptional, from the vast terrain and natural grandeur of the surrounding Gore and Sawatch Ranges to world-class events, shops and spas, and the abundant culinary options and luxurious accommodations that line the pedestrian-friendly streets of Vail and Lionshead Villages. Vail is where outdoor pursuits meet village sophistication. Offering more than 5,200 acres of developed ski and snowboard terrain including seven legendary Back Bowls in winter, and flourishing with new summer activities after the debut of Epic Discovery in 2016, the options for year-round adventure are endless. Coupled with the vision inherent in the spirit of Vail’s founders, and an unbreakable commitment to excellence in all aspects of guest service and operations, Vail is like nothing on earth. Brand Essence: Like nothing on earth Brand Promise: There’s something about being in Vail that just can’t be put into words. Something that makes us surrender to being fully present in this place. Something that immediately disconnects us from our everyday, while simultaneously reconnecting us with family, friends and to parts of ourselves long forgotten. Something that reminds us of what we live for, what we work for, and what it’s like to forget everything else but the moment we’re in. Being in Vail puts us back in touch with our sense of awe and fills us with appreciation for being amazed, for being a part of something majestic, and for just simply being. From expansive and exhilarating mountain adventures by day, to lively and luxurious village experiences by night, being in Vail resurrects within us a childlike sense of joy, awe and wonder that turns even the simplest moments into treasured memories. Vail is like nothing on earth. Positioning Statement: To discerning individuals who desire premium experiences, Vail is the pinnacle mountain destination, that inspires awe and wonder at every turn, so you can create and share exhilarating and luxurious experiences with family and friends, because only Vail delivers the best of mountain recreation and village sophistication in a unique cultural atmosphere. CSE 2020 RFP: 8/2/2019 Attachment B: Vail Brand Background CSE 2020 RFP: 8/2/2019 Attachment C Marketing Checklist Event Name: Event Category as designated in your agreement: Education & Enrichment (EE) or Cultural, Recreation & Community (CRC) 0 Item Marketing Action Item # of Days to Event Deadline Notes 1 Event Producer and/or Marketing Coordinator agrees to attend the Vail Brand Summit Date TBD- Spring 2018 2 Producer to provide marketing liaison representative contact infomation for CSE/ VLMDAC contacts (Name, Email, Phone)agreement signing 01/00/00 3 TOV CSE Event Liaison provides producer brand briefing/mtg and producer demonstrates an understanding of Vail Brand Guidelines 90 #NUM! 4 Producer to provide event brand creative strategy - basic look and feel of creative materials, producer to provide Vail lodging plan 90 #NUM! 5 Producer provides event synopsis, communications plan and press release for approval.45 #NUM! 6 Producer provides detailed event marketing budget, event marketing strategies for target market and channels, marketing goals and creative strategies 30 #NUM! 7 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 30 #NUM! 8 Producer to provide community engagement plan and integration, may include merchant meetings and promotions, welcome center briefing, rack cards and other outreach 21 #NUM! Please complete cells in yellow to auto-populate dates. Agreement Signed Date: MM/DD/YYYY Event Start Date: MM/DD/YYYY Number of days between agreement signing & event: Marketing Checklist: 2020 Special Events - Attachment C Submit to Economic Development Staff 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. Please complete all cells colored yellow to autofill the deadline dates. Attachment D: Guidelines for Post-event Recaps for All Events Receiving Public Funding: A post-event recap is required from all events receiving Town of Vail funding. Schedule a presentation to the Commission on Special Events within 60 days of the close of your event. Events identified by the CSE will surveyed in the independent event survey program, and are required to make their attendee email list accessible. A recap template will be provided for this purpose and shall include estimated results per the Criteria as described in the RFP. •Attendance numbers and demographic profile: o Estimated attendance. If your event is non-ticketed, please describe what method you used to estimate the numbers of attendees. o What percentage of people came to Vail specifically for your event? What percentage of people has attended the event in previous years? o Where did attendees come from: local, regional, out of state, international destinations? o Average age and income bracket of attendees. •Estimated spending by event attendees: o Dining, Shopping, Other Activities o Lodging: Please include an explanation as to how participants and/or attendees were directed to book lodging. What percent of attendees stayed in the Town of Vail? Average amount spent on lodging per day? Estimated number of room nights booked in association with your event. •Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional spending within the Town of Vail was generated by the event? What is the ratio of increased revenue to the amount of funding received? How much additional sales and lodging tax revenue generated by the event accrued to the Town of Vail? (Town of Vail sales tax is 4%. Vail Local Marketing District lodging tax is an additional 1.4%). •Visitor Intent to Return and Satisfaction Ratings: Would you come back? Was it fun? Please provide the NPS (Net Promoter Score) number determined from provided or your own survey results. •An overview outlining the event’s successes and opportunities: specifically, what went well and what measures could be taken to improve the event. For repeat events, please provide a comparison to past years. •A description of how the event is compatible with the Vail Brand. •How did the event impact Vail’s “Sense of Community”? •Topline marketing efforts that were implemented to promote the event. •Potential for growth and the development of sponsorships and media exposure. •Please describe any and all measures that were taken to produce the event in as “green” and environmentally friendly manner as possible. •A detailed event budget showing actual profit and loss numbers and how the funding was utilized. Please separate the in-kind support from cash revenues and sponsorships. Submit your event re-cap electronically on the PowerPoint template no later than noon on the Wednesday a week before the CSE meeting. CSE 2020 RFP: 8/2/2019 Attachment D: Event Recap & Guidelines Community Contact List – Attachment E Town of Vail Contact Name Phone Email Town of Vail Special Event Permitting Jeremy Gross, Special Events Coordinator 970-477-3551 jgross@vailgov.com Town of Vail (CSE) Special Event Marketing & Commission on Special Events (CSE) TBD – for now: Mia Vlaar, Economic Development Director 970-477-2454 mvlaar@vailgov.com Vail Local Marketing District Advisory Council (VLMDAC) Mia Vlaar, Economic Development Director 970-477-2454 mvlaar@vailgov.com Special Events Liquor Licensing (LLA) Tammy Nagel 970-477-2460 TNagel@vailgov.com Vail Fire Department Mark Novak, Fire Chief 970-477-3474 MNovak@vailgov.com Vail Fire Department Mike Vaughan, Fire Marshal 970 479-2252 MVaughan@vailgov.com Vail Police Department Craig Bettis, Commander 970-477-3409 CBettis@vailgov.com Venues Contact Name Phone Email The Arrabelle at Vail Square Aaron Beckman 970-754-7769 abeckman3@vailresorts.com Betty Ford Alpine Gardens Ellen Lorenz, Operations Manager 970-476-0103 info@bettyfordalpinegardens.org Dobson Ice Arena Jared Biniecki, VRD, Dobson Arena Manager 970-479-2271 jbiniecki@vailrec.com Donovan Pavilion Laurie Asmussen, Donovan Pavilion Mgmt. Inc. 970-376-3756 pavilion@vailgov.com Ford Park Athletic Fields Joel Rabinowitz 970-479-2280 jrabinowitz@vailrec.com Gerald R. Ford Amphitheater Vail Valley Foundation (VVF) - Jen Mason 970-470-0001 jmason@vvf.org The Grand View Laurie Asmussen, Donovan Pavilion Mgmt. Inc. 970-376-3756 pavilion@vailgov.com Solaris Plaza Jeremy Gross, Special Events Coordinator 970-477-3551 jgross@vailgov.com Vail Golf Course Alice Plain, Director of Golf 970-479-2260 aplain@vailrec.com Vail Mountain School General Use: Jeanne Macsata Theater Use: Tony Bender Athletic Facilities: Lisa Isom 970-476-3850 frontdesk@vms.edu tbender@vms.edu lisom@vms.edu Vail Mountain Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com Golden Peak Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com Mountain Plaza Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com Lionshead Ski Yard Vail Resorts - Jeff Babb 970-331-5959 jeffb@vailresorts.com Vail Nordic Center Dan Timm 970 476-8366 dtimm@vailrec.com CSE 2020 RFP: 8/2/2019 Attachment E: Community Contacts Page 1 of 2 Hotels - Contact establishment directly Contact Name Phone Email Sandra Perrig-Holst, Vail Valley Partnership (VVP) for assistance w/ lodging questions and group sales 970-477-4003 Sperrig-holst@visitvailvalley.com Other Contact Name Phone Email Ambulance District James Bradford 970-926-5270 jbradford@ecparamedics.com CDOT- Colorado Dept. of Transportation Michael Goolsby 970-683-6306 Michael.Goolsby@DOT.STATE.CO.US US Forest Service District Ranger, Aaron Mayville Paula Peterson, Minturn Supervisor 970-827-5154 970-827-5159 awmayville@fs.fed.us pkpeterson@fs.fed.us Vail Chamber & Business Association Alison Wadey 970-477-0075 info@vailchamber.org Vail Valley Partnership (VVP) Sandra Perrig-Holst 970-477-4003 SPerrig-Holst@visitvailvalley.com Welcome Center Manager Amanda Zinn 970-476-6171 AZinn@vailgov.com Welcome Center Vail Village Amanda Zinn 970-476-4790 welcome@vailgov.com Welcome Center Lionshead Amanda Zinn 970-479-5181 welcome@vailgov.com Vail Daily - Business Editor Scott Miller 970-748-2930 smiller@vaildaily.com Banner Printing: Great Big Color, Inc. Suzie Grant 303-404-9900 suzieg@greatbigcolor.com Banner Printing: IMAGE CRAFT Martha Vermeire 602.276.2082 x175 MVermeire@imcraft.com CSE 2020 RFP: 8/2/2019 Attachment E: Community Contacts Page 2 of 2 Contacts: Austin Gavlak First Name: Austin Last Name: Gavlak Linked User Form austin.gavlak@gmail.com 2019 CSE Reviews: 21302894 Name Attachments 21302894 No 21302895 No 21302896 No 21302897 No 21302898 No 21302899 No 21302900 No 21302890 No 21302891 No 21302892 No 21302893 No What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form mvalenti@vailresorts.com Tag type:dynamic 2019 CSE Reviews: 21302895 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form markgordonvail@gmail.com Tag type:dynamic 2019 CSE Reviews: 21302896 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form rkundolf@msn.com Tag type:dynamic 2019 CSE Reviews: 21302897 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form sbiszantz@gmail.com Tag type:dynamic 2019 CSE Reviews: 21302898 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form mvlaar@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21302899 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form mmiano@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21302900 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form jgross@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21302890 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form esaeger@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21302891 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form alisonw@vailchamber.org Tag type:dynamic 2019 CSE Reviews: 21302892 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form williambarrydavis@gmail.com Tag type:dynamic 2019 CSE Reviews: 21302893 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Oktoberfest Linked Form kimnewbury@gmail.com Tag type:dynamic