HomeMy WebLinkAbout51. Powabunga Festival_10-01-2020Events RFP 18/19/20/21: Powabunga Festival
EVENT & APPLICANT OVERVIEW
0. Email contact
austin@powabungafestival.com
1. What is the name of your event/program?
Powabunga Festival
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?
$79,790
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
$100,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
04/09/2021
7. Proposed Event/Program End Date
04/11/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
Vail closing wknd is one of the most festive weekends of the year and is a perfect fit for Powabunga for both attendees and hotels
in need of bookings.
8. Are your event/program dates set or could they changed?
Event dates cannot 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
12. City
Aspen
13. State
Colorado
14. Zip Code
81611
15. Telephone number
8175424965
16. Email address
austin@powabungafestival.com
17. Event/program and/or organization website
www.PowabungaFestival.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?
Existing
1a. How many years has the event or program been produced in Vail?
2
1b. Please describe the location(s) of the event or program in previous years.
Ford Park for main event and a handful of local establishments for satellite events
2. Please provide a detailed description of the event/program and its activities.
Our mission is to create immersive experiences that exemplify the uniquely vibrant culture that continues to thrive in Colorado.
We will rally millennials from the front range and beyond, to be part of an event that celebrates all the magic you feel when
breathing in the Rocky Mountains.
Our event will be anchored around 3 nights of world class music, a week of large pop up art installations, a modern market
focused on up and coming colorado brands and free music on the mountain.
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.
Ford Park for Main Event - April 9 -11, 2021
Dobson Arena for official after party April 9 -10, 2021
4. Do you plan to use Vail Recreation District Facilities?
Yes
4a. Please attach letter or email confirmation from Vail Recreation District if using VRD facilities.
2020 CSE RFP Information Packet.pdf
5. If any of the event/program takes place outside of the Town of Vail, please explain where the event will take
place and why.
N/A
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
Use of recyclable materials - banners, paper, etc., Ban use of plastic bags, 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, Provide water bottle filling stations
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
25
2. Number of volunteers needed
20
3. Number of event/program staff
30
4. Estimate of total number of spectators/attendees anticipated
12,000
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
9,000
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
2,000
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 and outdoor enthusiasts and help nurture their vision of Vail as a premier vacation
destination
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
Ushering in a younger demographic that are the future of Vail tourism.
7. CRC - Event Timing: How is it the right event/program at the right time?
Closing weekend is a very festive time of year when hotels typically have a surplus of available inventory to fill.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
By providing an immersive experience that features world class talent and production
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
By booking both well established top tier talent and a supporting lineup of up and coming artists.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
By creating Vail's premier destination music event that will offer attractions that appeal to a wide range of people in Vail's target
demographic.
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. In addition, we will be live streaming the experience to the world through both our partners
networks and our own audience at home.
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. Potentially via a live stream component.
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.
We will provide tools needed to make our event as safe as possible. This will include stringent SOPs for all vendors, hand
sanitizing stations through out all venues, social distancing where needed, and potentially antigen testing for all attendees to
create a safe environment where people can enjoy themselves without having to worry about putting their health at risk
13. EE - 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.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
12,000
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$500
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?
$6,000,000
ROI in this case refers to for each dollar the event/program is funded, how many dollars will be received by the Town of Vail from event impact.)
Example: Estimated ROI - Formula: # of attendees x total average spending = $ (2000 attendees) x ($240 daily spend ) = $480,000
4. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a
description of how you will track the number of lodging nights generated. REMINDER: Per the CSE funding
agreement, the event producer is REQUIRED to direct attendees to book in Town of Vail hotels and lodges.
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.
2021 POWABUNGA - Budget Vail.pdf
3. What percentage % of the total event/program budget is the CSE being asked to fund?
28
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
Safety protocols, Marketing reach and level of talent
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.)
760,000
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 Powabunga 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.
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.)
Powabunga Content will be present in:
- All TOV busses
- Postering (in appropriate locations)
- Banners in main villages
- The modern market
- A handful of "road to powabunga" events - ie Schedule release event, pre parties, brunch events, after parties etc
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
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Live Loud
6b. Telephone Number
303.413.8307
6c. Email Address
alexandra@liveloudmedia.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$80,000
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.
We have a great relationship with our 2019 sponsors including Pacifico, Meastro Dobel, Kettle One, Tin Cup, Shiftpod
We will analyze their ability to support our event compared with all options on the table and decide best fit.
We are in discussions with a variety of new brand categories including coffee, apparel, sporting goods, and NA bevs.
3. Please explain the potential for additional sponsorships or partners.
We have a unique ability to offer brand partners more value because we are an outdoor, covid friendly, boutique festival. We are
creating an immersive experience throughout a community and in nature. We are able to offer a multitude of special
opportunities for brands to activate.
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.)
Powabunga 2021 Brand Partner.pdf
REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL
This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other
requests will be accepted.
Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero
Hero,etc.
1. Do you need facility rental relief?
Yes
2. Do you need rental relief for Donovan Pavilion?
No
3. Do you need rental relief for Grand View Room?
No
4. Do you need rental relief for Dobson Arena?
Yes
4a. Dobson Arena - number of days requested
2
4b. Start date for Dobson Arena rental
04/08/2021
4c. End date for Dobson Arena rental
04/10/2020
4d. Do you need to add a second set of dates for the Dobson Arena?
No
4g. Total in-kind value for Dobson Arena rental
6242
4h. If your request for Dobson Arena is for more than 2 days, please list out your other requested dates in this
format, MM/DD.
4i. Please describe proposed use of Dobson Arena facility.
Official After Party
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
POWABUNGA 2019 Event Recap with Survey.pdf
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.
2019 Recap Video // 2020 Date announcement
https://vimeo.com/379901056
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
POWABUNGA 2021 __ TOV.pdf
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
4a. Please attach letter or email confirmation from Vail Recreation District if using VRD facilities.
2020 CSE RFP Information Packet.pdf
2. Please upload the provided complete event/program budget template here.
2021 POWABUNGA - Budget Vail.pdf
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
2021 Powabunga 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.)
Powabunga 2021 Brand Partner.pdf
2020 Event Recap
POWABUNGA 2019 Event Recap with Survey.pdf
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
POWABUNGA 2021 __ TOV.pdf
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
POWABUNGA VAIL BUDGET Profit $134,290.00
Total Expenses $625,500 TOTAL INCOME $759,790
PRODUCTION // PERFORMANCE REV STREAMS
Stage Rental fees - SL320 $15,000 Brand Partnerships $80,000
Sound/Lights $70,000 Town of Vail $179,790
Lasers $7,500 Concessions less COGS $50,000
LED WALLS $8,000 Tickets $450,000
Backline $3,000
Performance Artists $2,000
Art // Venue $30,000
Talent $290,000
PRODUCTION TOTAL $425,500
OPERATIONS
Rental Construction Equipment $2,000
Staff // Artist Lodging $10,000
Stage Hands $5,000
Core Staff Salaries $20,000
Senior Event Management $10,000
Box Office Labor $4,000
Labor ($20 per hour / 750 hours)$15,000
Portos/Trash/Water Tank $8,500
Medical $3,000
NPO Donation $1,000
Security $12,000
Police $10,000
Ambulance $2,000
Vehicle Expenses $1,800
Fencing $10,000
Permits // Fees $500
Heaters $1,200
VIP Experience $3,000
Video Production $4,000
Photography $4,000
Insurance $3,000
Credentials // Wristbands $2,500
Artist Village // OPS HQ $3,000
Artist Riders $1,000
COVID TESTING $20,000
Tenting $15,000
VIP Catering $3,500
Radios $1,500
Meals $3,500
Contigency $10,000
Banners/Sineage $3,000
TOTAL OPERATIONS $153,000
MKTG // ADVERT
FEATHR $2,000
AGENCY $5,000
AD SPEND $25,000
Advertising - Local Radio $2,000
Advertising - Print $3,000
Public Relations $2,500
Graphic Design $1,000
Website $500
Social Management $3,000
Poster Printing $3,000
TOTAL MKTG $47,000
\
POWABUNGA 4/9/21 December
Audience Details Medium Size Wk 1 Wk2 Wk3
Event Media Plan Event Benchmarks
Dates
Announced
Tickets
Onsale
Local (Eagle County)Weekly Ad Frequency
Pandora x x x
VAIL DAILY 1 1
BUS ADS
POSTERING x
Colorado
DO303 x
303 MAG x
PR PUSH x
FB/IG x x x
RetargeJng x x x
NaMonal
PRESS RELEASE 1 x
PRESS RELEASE 2
PRESS RELEASE 3
PRESS RELEASE 4
FB/IG x x x
RetargeJng x x x
ArLst Social Takeover
Pandora x x x
***Our ad delivery is dynamic
An “X” represents acLve campaign
1
December January February March
Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3
Ticket
Price
Increase
Weekly Ad Frequency
x x x x x x x x x x x x
1 1 1 1 2 2 2 2 3 3 4
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
x x x
x x x x x x x x x x x x
2
March April May June
Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4
Event
Week
Weekly Ad Frequency
x x x
4 4 4
x x x
x
x x x
x x x
x
x
x x x
x x x
x x x
3
July August September October
Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1
Weekly Ad Frequency
4
October November December
Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4 Wk 1 Wk2 Wk3 Wk4
Weekly Ad Frequency
5
Surveyed Event Recap: Powabunga
Cultural, Recreational & Community Category
Wednesday, May 1st 2019
Powabunga: March 22 and 23, 2019
Austin Gavlak
Phone: 817.542.4965
Austin@FullSendVail.com
2
Overall Event Highlights & Successes
3
•Roughly 3,000 AVG daily PAID attendance, with strong target demo
representation
•Incredibly positive coverage from media outlets across the country
•$35k in sponsorship from premium outdoor and alcohol brands
•Created a world class audio and visual experience that far exceeds the
standard people have become accustom to in the Vail Valley.
•Working with a large group of local artists to create an immersive
experience in Ford park that included large art installations, unique
seating environments, and a creative food and drink offerings from local
leaders.
•A 30.2X return on TOV investment
Questions from CSE
4
•The CSE will ask questions about your event and recap
•Leave this blank – it’s a placeholder
Attendance Estimate
5
•Our target attendance/capacity is 10,000.
As a first year event, we were happy with
what was accomplished without a full quiver
of marketing materials while building a
brand from scratch in a short time frame.
•Next year we will announce the event much
earlier to give people time to make
arrangements, we have a large inventory of
video and photo assets to use in marketing
efforts, and have tons of marketing data to
give us a huge head start.
Visitor Type
6
•Was this the visitor type split you expected? Yes.
•Why or why not? Please explain. We knew people would travel for
this lineup of artists.
•What steps would you take to optimize visitor mix for future events?
We will announce sooner to give out of state guests more time to
plan, and we will work to create better lodging deals.
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only
7
•We made special lodging
packages with Evergreen Lodge
and DoubleTree Hotel. We
pushed these lodging packages
in our national press releases,
on our website, and across all
social media channels.
Overall Visitor Profile
8
•We nailed the young professional
target, with our average attendee
being 29 years old, and an almost
equal split of male to female.
•We were so proud of the crowd we
brought to Vail. People were
respectful and well behaved, and the
vibe was something multiple
international touring artists made a
point to comment on as being very
special.
Role/Importance of Event in Intent to Visit Vail
9
•We pushed lodging deals to our multi-day event
•We would like to make Powabunga a 3 day event next year to encourage more
nights booked at hotels.
NPS (Net Promoter Score)/Likelihood to Recommend
10
•Do you think the NPS scores reflect the attendee event experience?
•No, I think that the weighting of the scores is misleading. 66% of people
gave us a 9 or 10, and 16% gave us a 7 or 8. 82% of people gave us a high
marks.
•What steps would you take to improve the NPS scores for your event next year?
•We will take note of the comments and suggestions provided.
Estimated Return on Investment (ROI) & Attendee Expenditures
11
•What did your event do to encourage
spending in Vail?
•Our event brought people in
from out of town who didn’t
require a FREE event to make
the trip. This is a much higher
value visitor.
Event Strengths & Weaknesses
12
•How did the event exceed expectations?
The event was well executed and created a smooth guest experience.
The quality of sound and visual production far exceeded the standard
people have become accustom to in the Vail Valley. Many guests made
it a point to tell us it was the best VIP offering they had ever
experienced.
•What are areas for event improvement?
We will use our extra planning time to be able to fully execute more of
our ideas. More art, both inside the venue and around town. Provide a
better box office experience with a new ticketing platform. We will
take all feedback from guests and town into consideration.
Vail Brand Compatibility
13
•How did the event support the Vail Brand?
•We created an event that 3000 people per day (mostly young
professional target) were willing to pay to be a part of, traveling
from all over the country to experience a unique event.
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
14
•How did the event impact Vail’s sense of community?
•It brought together young local people to be build and
experience something special.
•We had almost 50 local people volunteer their time to
contribute across all the aspects of creating this event.
• We put the new creative workspace in Cascade to good use
immediately.
•The crowd that attended was overwhelmingly respectful as
they enjoyed something that many said to be the best
experience they have ever had in the valley.
Topline Marketing Efforts
15
•A strong national press release for announcement, we were
picked up by large Denver based publications like 303 Magazine
and by dozens of popular online outlets that have strong national
followings.
•Targeted Social media marketing campaigns that evolved over
time to hyper-target our demographic in different ways
depending on their level of engagement.
•Highly effective retargeting campaigns for potential consumers
who had visited our website or abandoned a shopping cart.
•We reached 434,000 people and created 2.9 Million impressions
Potential for Growth & Sponsorships/Media Exposure
16
•How do you see the event evolving or growing next year?
•We would like the event to grow to 3 days and include much more art.
•What sponsors do you plan to target next year?
•We were very pleased with most of our sponsor relations this year as
were the sponsors themselves. Our focus will be to have more outdoor
lifestyle brands involved next year.
•How will you leverage media exposure and extend the marketing reach next
year?
•We have “pixeled" over 35k people in our target demo that we will
be able to target from day 1 next year.
Sustainability Efforts
17
•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail?
•We used recyclable materials as much as possible and had volunteers
help make sure items were properly sorted.
•How could you improve on sustainability efforts for next year’s event?
•We want to add compost to our mix to be a truly Zero Waste event.
The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In
consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and
promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education.
Event Budget
18
* Event producer to attach detailed budget for recap
Item $
Total Event Budget:$445,565
CSE Funds:$45,000
Cash Sponsorship (not CSE):$35,000
In-kind Sponsorship:
Marketing Budget:$28,600
Profit & Loss:-$76,265
How did you use the CSE funds?
(marketing, operations, staff, venue,
etc.)
Production // MTKG
19
32:$%81*$9$,/&20$5
352'8&7,21 0.7*$'9(57
6WDJH5HQWDOIHHV6/)($7+5
6RXQG/LJKWV $*(1&<
/DVHUV $'63(1'
/(':$//6 $GYHUWLVLQJ/RFDO5DGLR
%$&./,1($GYHUWLVLQJ3ULQW
&RVWXPH(YHQW 3XEOLF5HODWLRQV
5HQWDO&RQVWUXFWLRQ(TXLSPHQW *UDSKLF'HVLJQ
9HQXH'HFRUDWLRQV(QYLURPHQW :HEVLWH
%DQQHUV6LQHDJH 3DWU\*XUX
6WDII/RGJLQJ 3RVWHU3ULQWLQJ
&RUH6WDII6DODULHV 7RZQ%DQQHU,QVWDOODWLRQ
6WDJH+DQGV '2
5DGLRV 727$/0.7*
7DOHQW
352'8&7,21727$/
23(5$7,216 7RWDO([SHQVHV
+HDWHUV
,QVXUDQFH
/DERU SHUKRXUKRXUV
3RUWRV7UDVK:DWHU7DQN
0HGLFDO
132'RQDWLRQ
6HFXULW\
3ROLFH ,1&20(
$PEXODQFH
9HKLFOH([SHQVHV &DVK6SRQVRUVKLSV
)HQFLQJ 729)XQGLQJ
3HUPLWV)HHV &RQFHVVLRQVOHVV&2*67$;5HY6KDUH
%R[2IILFH/DERU 7LFNHWV
9,3([SHULHQFH 0HUFK9HQGRUV
9LGHR3URGXFWLRQ $IWHU3DUW\7LFNHW5HYHQXH
3KRWRJUDSK\
(YHQW0DQDJHPHQW 0$FN&KHOV 727$/
&UHGHQWLDOV:ULVWEDQGV 3URILW
$UWLVW9LOODJH
$UWLVW5LGHUV
2IILFH%DQN6WRUDJH
7HQWLQJ
9,3&DWHULQJ
,QYHVWRU,QWHUHVW
0HDOV
&RQWLJHQF\
727$/23(5$7,216
Ͱ
20
Total economic
impact per attendee
da\
Restaurants/bars/
food concessions
Recreation (Lift
tickets e[. Epic Pass,
etc.)
Powabunga Tickets Lodging Shopping Other items
$0
$100
$200
$300
$400
$227
$67 $37 $33 $32 $25 $33
DiUecW EcRnRmic ImSacW WR TOV SeU AWWendee-Da\
In commercial lodging
In rent-b\-owner lodging
With friends/famil\
Vacation home/timeshare
Other
34%
40%
16%
8%
2%
OYeUnighW ViViWRU PURfile
1
2
3
4
5
6 or more
12%
19%
19%
43%
1%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
12%
60%
25%
3%
1%
Vail
Avon
Other
Beaver Creek
Edwards
Summit Count\
Eagle/G\psum
56%
14%
9%
8%
7%
5%
2%
Under $50k
$50k-$100k
$100k-$150k
$150k or more
26%
42%
18%
15%
OYeUall ViViWRU PURfile
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
14%
70%
12%
2%
1%
1%
Male
Female
46%
54%
Promoter Passive Detractor
10%
20%
30%
40%
50%
60%
70%
80%PeUcenW ReVSonding66%
16%18%
LikelihRRd Rf RecRmmending EYenW WR a FUiend RU Famil\ MembeU
0: None, I
would have
come to Vail
an\wa\
1 2 3 4 5: Half m\
reason for
coming to Vail
6 7 8 9 10: M\ onl\
reason for
coming to Vail
0%
20%
40%
60%PeUcenW ReVSonding12%
56%
3%2%2%1%
8%3%2%7%5%
ImSRUWance Rf EYenW in DeciViRn WR ViViW Vail TRda\ - OYeUall
2019 Town of Vail funding
Direct economic impact to TOV
Economic impact pa\back ratio
TOV/VLMD sales ta[ impact
TOV/VLMD sales ta[ impact ratio $0.79
$35,635
$30.25
$1,361,306
$45,000
ReWXUn Rn InYeVWmenW: FXnding YV. ImSacW
Summar\ of Ke\ Trip Characteristics and DemographicsAWWendee Da\V0K
10K
20K
6.0K
AWWendance EVW
48%
NPS
Net Promoter Score
Overnight
visitor
Seasonal
resident of
Vail Valle\
Da\ visitor
to Vail
Full-time
downvalle\
resident
Full-time
resident of
Town of Vail
0%
10%
20%
30%
40%
50%
60%PeUcenW ReVSonding52%
12%18%
9%9%
ViViWRU T\Se
Colorado
California
Te[as
Illinois
New York
Iowa
Me[ico
Tennessee
Florida 1%
1%
1%
1%
2%
2%
3%
5%74%
2019 VaLO EYeQW VLVLWRU SXPPaU\: PRZabXQJa FeVW
MaUcK 22 - 23, 2019
Overall
Overnight visitor
Seasonal resident of Vail Valle\
Full-time resident of Town of Vail
Full-time downvalle\ resident
Da\ visitor to Vail 7.7
6.1
8.3
4.0
8.1
7.4
AUe \RX
VWa\LQJ:
HRZ PaQ\ SeRSOe
aUe VWa\LQJ LQ \RXU
accRPRdaWLRQV
XQLW?
NLJKWV LQ WKe
aUea WKLV WULS
WKeUe aUe \RXU
ORdJLQJ
accRPPRdaWLRQV
ORcaWed?
AQQXaO HRXVeKROd
IQcRPe
AJe
State/Countr\
GeQdeU
NLJKWO\ RaWe (Lf
PaLd)
Average:
Median:
$406
$300
Overall
Overnight visitor Overall
event
10Wh MoXnWain PaUade
PoZabXnga FeVW
Sample Si]e: 349
Surve\ technique: Intercept & Post-event web. Number of \ears event has taken place in Vail: 1
Total economic
impact per attendee
da\
Restaurants/bars/
food concessions
Recreation (Lift
tickets e[. Epic Pass,
etc.)
Powabunga Tickets Lodging Shopping Other items
$0
$100
$200
$300
$400
$227
$67 $37 $33 $32 $25 $33
DiUecW EcRnRmic ImSacW WR TOV SeU AWWendee-Da\
In commercial lodging
In rent-b\-owner lodging
With friends/famil\
Vacation home/timeshare
Other
34%
40%
16%
8%
2%
OYeUnighW ViViWRU PURfile
1
2
3
4
5
6 or more
12%
19%
19%
43%
1%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
12%
60%
25%
3%
1%
Vail
Avon
Other
Beaver Creek
Edwards
Summit Count\
Eagle/G\psum
56%
14%
9%
8%
7%
5%
2%
Under $50k
$50k-$100k
$100k-$150k
$150k or more
26%
42%
18%
15%
OYeUall ViViWRU PURfile
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
14%
70%
12%
2%
1%
1%
Male
Female
46%
54%
Promoter Passive Detractor
10%
20%
30%
40%
50%
60%
70%
80%PeUcenW ReVSonding66%
16%18%
LikelihRRd Rf RecRmmending EYenW WR a FUiend RU Famil\ MembeU
0: None, I
would have
come to Vail
an\wa\
1 2 3 4 5: Half m\
reason for
coming to Vail
6 7 8 9 10: M\ onl\
reason for
coming to Vail
0%20%40%60%PeUcenW ReVSonding12%56%3%2%2%1%8%3%2%7%5%ImSRUWance Rf EYenW in DeciViRn WR ViViW Vail TRda\ - OYeUall2019 Town of Vail fundingDirect economic impact to TOVEconomic impact pa\back ratioTOV/VLMD sales ta[ impactTOV/VLMD sales ta[ impact ratio $0.79$35,635$30.25$1,361,306$45,000ReWXUn Rn InYeVWmenW: FXnding YV. ImSacW
Summar\ of Ke\ Trip Characteristics and DemographicsAWWendee Da\V0K10K20K 6.0KAWWendance EVW
48%
NPS
Net Promoter Score
Overnightvisitor Seasonalresident ofVail Valle\Da\ visitorto Vail Full-timedownvalle\resident Full-timeresident ofTown of Vail0%10%20%30%40%50%60%PeUcenW ReVSonding52%12%18%9%9%ViViWRU T\Se
Colorado
California
Te[as
Illinois
New York
Iowa
Me[ico
Tennessee
Florida 1%
1%
1%
1%
2%
2%
3%
5%74%
2019 VaLO EYeQW VLVLWRU SXPPaU\: PRZabXQJa FeVWMaUcK 22 - 23, 2019OverallOvernight visitorSeasonal resident of Vail Valle\Full-time resident of Town of VailFull-time downvalle\ residentDa\ visitor to Vail 7.76.18.34.08.17.4
AUe \RX
VWa\LQJ:
HRZ PaQ\ SeRSOe
aUe VWa\LQJ LQ \RXU
accRPRdaWLRQV
XQLW?
NLJKWV LQ WKe
aUea WKLV WULS
WKeUe aUe \RXU
ORdJLQJ
accRPPRdaWLRQV
ORcaWed?
AQQXaO HRXVeKROd
IQcRPe
AJe
State/Countr\
GeQdeU
NLJKWO\ RaWe (Lf
PaLd)
Average:
Median:
$406
$300
Overall
Overnight visitor Overall
event10Wh MoXnWain PaUadePoZabXnga FeVWSample Si]e: 349
Surve\ technique: Intercept & Post-event web. Number of \ears event has taken place in Vail: 1
DASHBOARD
MARKETING PLAN
21
•ONLINE
•Robust Hyper-targeted Facebook, Instagram, and Google Ad campaigns
•Feathr - Pixeled retargeting - custom to various position in MKTG funnel
•Email blasts through well established front range networks
•DO303, Party Guru, Two Parts, CO YOGA + LIFE
• PRINT
•303 MAG - Article feature (non-paid)
•Vail // Summit Daily
• 12 ad placements in each leading to event
•2 Feature Articles (non-paid)
Additional Information
22
•Post Event Press Coverage:
•Both articles are extremely positive and outline their experience over
the weekend
•https://urlzs.com/i3Dp
•https://urlzs.com/uQ2x
Contacts: Austin Gavlak
First Name:
Austin
Last Name:
Gavlak
Linked User Form
austin.gavlak@gmail.com
2019 CSE Reviews: 21046287
Name Attachments
21046287 No
21046288 No
21046289 No
21046290 No
21046291 No
21046292 No
21046293 No
21046294 No
21046295 No
21046296 No
21046297 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
Powabunga Festival
Linked Form
esaeger@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 21046288
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
Powabunga Festival
Linked Form
alisonw@vailchamber.org
Tag
type:dynamic
2019 CSE Reviews: 21046289
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
Powabunga Festival
Linked Form
williambarrydavis@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21046290
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
Powabunga Festival
Linked Form
kimnewbury@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21046291
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
Powabunga Festival
Linked Form
mvalenti@vailresorts.com
Tag
type:dynamic
2019 CSE Reviews: 21046292
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
Powabunga Festival
Linked Form
markgordonvail@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21046293
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
Powabunga Festival
Linked Form
rkundolf@msn.com
Tag
type:dynamic
2019 CSE Reviews: 21046294
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
Powabunga Festival
Linked Form
sbiszantz@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21046295
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
Powabunga Festival
Linked Form
mvlaar@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 21046296
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
Powabunga Festival
Linked Form
mmiano@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 21046297
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
Powabunga Festival
Linked Form
jgross@vailgov.com
Tag
type:dynamic