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HomeMy WebLinkAbout8. Town of Vail_s Art Series_10-01-2020Events RFP 18/19/20/21: Town of Vail's Art Series EVENT & APPLICANT OVERVIEW 0. Email contact lauren@alpineartscenter.org 1. What is the name of your event/program? Town of Vail's Art Series 2. Please select the event category for your RFP. Education & Enrichment (EE) 3. Is this a new event or program? No 3a. How much was your event or program funded in 2020? $13,000 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 $15,000 5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021? No 6. Proposed Event/Program Start Date 01/01/2021 7. Proposed Event/Program End Date 12/31/2021 7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD: 15 events in 2021, dates to be determined by venue availability and maximum exposure for the Town of Vail. 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 Lauren Merrill 9a. Title of person completing the application Owner 10. Provide name of person or entity to whom the funding check will be cut. Alpine Arts Center 11. Mailing Address Street 280 Main Street C-101 12. City Edwards 13. State Colorado 14. Zip Code 81632 15. Telephone number 970-926-2732 16. Email address lauren@alpineartscenter.org 17. Event/program and/or organization website www.alpineartscenter.org 18. Number of years organization has been in business 10 19. Organization's Mission Statement Alpine Arts Center fosters the appreciation, practice, and enjoyment of the visual arts throughout Eagle County and beyond. Programs are offered to attract emerging and established artists of all ages, from local residents to out of town guests. These offerings include a broad spectrum of art classes, workshops, exhibits, guest artist presentations, public events, team building activities, corporate retreats, and outreach programs. Alpine Arts Center strives to provide a cultural art experience that uni 20. Organization's Tax Status For Profit 21. If applicable, please attach current State Department of Revenue Certificate with this application. RenderedImage.jpeg 22. Does the event or program benefit a charity or organization? Yes 22a. Please name and describe the beneficiary Events offered in partnership with Art in Public Places, VVF's Ford Amphitheater, Vail Public Library, and Vail Recreation District. They do not benefit financially, but programs help boost reputations of these organizations and venues. 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? 4 1b. Please describe the location(s) of the event or program in previous years. Art events have occurred in Vail on a limited basis over the past 8 years, but only formally through Town of Vail event funding during 2017, 2018, 2019, and 2020. Alpine Arts Center has formed a partnership with Art in Public Places, Ford Amphitheater, Vail Public Library, Colorado Snow Sports Museum, and Vail Recreation District to organize and host the following events: -Educational art events for families at Vail Public Library -Paper lantern workshop with Art in Public Places -Art events at Ford Amphitheater -Educational art events for adults and families at VRD Community Programming and Colorado Snow Sports Museum -Virtual art events during Covid-19, filmed at locations such as Ford Amphitheater and Colorado Snow Sports Museum In addition to these public events, Alpine Arts Center has offered numerous private events at hotels throughout the Town of Vail. However, the goal of this funding request is to open events to the community and offer them in a public setting, utilizing public facilities and beautiful outdoor locations throughout the Town of Vail when weather permits. 2. Please provide a detailed description of the event/program and its activities. Events will engage the Town of Vail guests and residents by providing educational, hands on, visual arts experiences. Although these events fit both categories listed in the funding options, they will be primarily focused on providing enriching and educational classes offered to the public at a discounted cost in order to make them accessible to all and especially families. These educational and family friendly events will teach participants about our surrounding mountains, natural wildlife, flowers and aspen trees, and highlight the Vail brand. Participants in classes will feel connected with their surroundings and walk away with a unique, meaningful souvenir as a reminder of their creative experience in the Town of Vail. The breadth of these events will be expansive, ranging from landscape canvas painting classes, to lantern making for the Vail holiday parade, to collages and sculptures incorporating recycled materials, to learning how to sketch our local flowers onto pottery stamped with the Town of Vail logo. Our mountain lifestyle, culture, and natural environment will be the primary focus of instruction. Events will also tie into special milestone occasions happening in the Town of Vail whenever possible. 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. Below is the breakdown of proposed programming. The quantity of programs at each venue could shift around based on funding and date selection, as well as Covid-19 regulations. Venues have not been formally reserved, although discussions with all venues have been initiated. Alpine Arts Center understands that securing all venues is our responsibility and that a more creative approach to scheduling will be necessary with Covid-19. SUMMER PROGRAMS AT FORD AMPHITHEATER • 4-5 Art Classes Before Hot Summer Nights Concerts (TBD, preferred time of Tuesdays 4-5:30pm) • 4-5 Ambient Art Programs During Hot Summer Nights Concerts (TBD, Tuesdays immediately following classes if Covid-19 allows) INDOOR WINTER PROGRAMMING • 1-2 Family Programs at Vail Library (if community room reopens) • 1-2 Family Programs at Colorado Snow Sports Museum (or virtual events) • 2-4 Adult Programs at VRD Community Programming • 1-2 Classes with Art in Public Places surrounding lantern walk in December (if possible) • Some possible other collaborative events with AIPP's guest artists throughout the year (these may overlap with other events listed above) 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. Screen Shot 2020-09-03 at 2.57.50 PM.png 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. No portion of the events will take place outside of the Town of Vail, except for any virtual events that will still be filmed in Vail or with a Vail backdrop. 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, 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 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. For all events, Alpine Arts Center supplies a reusable tarp for the floor, canvas tarps for table coverings, and follows sustainable practices. For outdoor events, all materials have minimal environmental impact. With both indoor and outdoor events, Alpine Arts Center ensures students and staff will collect all trash and recycling and dispose of them properly. Supplies will be shared among participants whenever possible to reduce waste as well. Our past event vendors can attest to our detailed clean-up procedures and that minimal environmental impact has occurred. Eco- friendly products and recycling will be required at each event, and the most natural art products possible will be used for projects. Some art classes will focus on the use of repurposed materials to create art. EVENT/PROGRAM PARTICIPANTS 1. Number of participants (athletes, artists, exhibitors, etc.) anticipated 450 2. Number of volunteers needed 0 3. Number of event/program staff 2 4. Estimate of total number of spectators/attendees anticipated 2,500 SCORECARD CRITERIA QUESTIONS 1. EE - Brand Fit: How will your event support the mission and vision of the Vail Town Council? Art classes bring a vibrancy to the Town of Vail and provide diversity in Vail's cultural offerings. Our events generate a creative, educational experience for citizens and guests. They help to showcase Vail as a premier international mountain resort community. 2. EE - Brand Fit: How will your event or program support Vail brand identity? Art events support the Vail brand identity in a number of ways. Offering creative activities for guests and locals gives families and friends an outlet to connect with one another and to disconnect from their everyday. Art is a way to escape technology and become fully present. Creating art makes us appreciate and feel in awe of our beautiful surroundings in Vail, and leaves us with a souvenir to remind us of this beauty and a memory of the cultural experience that Vail provided. The Town of Vail brand will be highlighted in all marketing, including rack cards, website and Facebook posts, flyers, and press releases/ads, which will showcase Vail as a premier mountain resort community that values art and culture. 3. EE - Potential: How will the event or program enhance Leadership Skills: locally, nationally and internationally? Studies have shown that art promotes creativity and insightful thinking, both of which are important leadership skills. Art also develops confidence which is important for leadership. By supporting art programs in our community, the Town of Vail will be helping to shape future leaders in our community locally, and also developing leadership skills in visitors for across the nation and world. 4. EE - Potential: What opportunities does the event or program have to foster a health and wellness reputation for Vail? By providing ongoing art programs, Vail is showcased as a well rounded community that values culture and diversity. Studies show that art is good for overall health and wellness, and that being creative reduces stress and makes people happier. It is especially important as our lives become busier to take time out of the day for a meditative practice, and art has been shown to have similar effects as meditation on well being. With Covid-19 and people feeling more isolated, art helps create a feeling of togetherness and improve mental health. 5. EE - Potential: How will the event or program provide opportunities for intellectual dialogues and problem solving The art programs we offer give participants the unique opportunity to talk with people of all ages and from different backgrounds and locations around the world. Since these programs are open to all ages, men and women, tourists and locals, most likely the person sitting next to you or across the table from you at a class is someone with a different perspective. There are many intellectual dialogues that occur in this setting, especially because classes last for multiple hours and encourage open communication. Stretching the imagination and problem solving are also a part of the creative process, and our instructors help participants to expand on their ideas and work through any challenges that arise. 4. EE - Potential: How will the event or program deliver an educational component? These educational and family friendly events will teach participants about our surrounding mountains, natural wildlife, flowers and aspen trees. Our mountain lifestyle, culture, and natural environment will be the primary focus of instruction. From one customer's survey response who attended a program, "I have always wanted to do a paint class and now I had my chance. Plus I have a keepsake to take home from my trip. The next day I went on a hike of the area I painted. It made me notice the flowers and trees even more. Loved it all!" 5. EE - Event Timing: How is it the right event or program at the right time? Art event dates geared towards tourists will be selected at target high traffic times to maximize exposure, such as the summer events at Ford Amphitheater before and during the Hot Summer Nights Concerts. Other dates will be selected to accommodate local families, such as events taking place at Vail Public Library and some of the Vail Recreation District events. Because event schedules are flexible, input from Town of Vail can also ensure the right event is offered at the right time. Events can be shifted around to fit with Covid-19 needs. 6. EE - Demographic Fit: How will your event/program attract target markets of both visitors and community members? Our programs are geared towards community members and visitors. We vary projects each year to keep classes fresh and interesting for locals, and consider visitors in project selections by choosing art projects that are easy to travel with and make great souvenirs. Studies have shown that the cultural tourist, which is the type of participant we attract with our programs, is more likely to spend money and impact the town's economy. Other ski towns including Aspen, Telluride, and Breckenridge have all seen an increase in spending as a result of their art and cultural programs, according to an article in the Denver Post. 7. EE - Community Enrichment: What is the lasting community involvement opportunity and/or lasting community benefit of the event or program? Art programs are geared towards a large demographic of children, guests, second homeowners, families, and local residents, so the Town of Vail will see widespread lasting community benefits from our programs. Besides making Vail a more cultural destination that will increase tourism and improve the economy, providing hands on art events for the community will also bring joy to participants and spectators and make Vail a more unified and happy community. From a survey response, "Always love more arts and participation events like these. It is so much fun and adds so much value to our lives and our community. It is rewarding and a chance to meet other people and add a creative experience. It is a genuine and good experience for all ages." 8. EE - Growth Potential: How will the event or program deliver fresh content and enhanced experiences? Every art event is unique and content will be changed to enhance experiences. Based on customer feedback from this year, we will do our best to incorporate suggestions into future programming. Many participants requested we offer more programs and didn't want our summer series to end, which is good feedback showing the potential for growth in the future. We will continue to provide fresh content when it ties into special Vail programs in conjunction with Art in Public Places. 9. EE - Growth Potential: How will the event or program achieve recognition and drive participation? In order to achieve recognition, we can continue to grow our programs through the years and collaborate more with renowned artists. Incorporating artists from Art in Public Places exhibits, partnering with other larger and more established programs such as Bravo, and bringing well known artists into these events, is one way to expand our reach and drive participation. With time and increased budget if we are able to find more sponsors, we can keep growing our programming in the future. Our virtual programs also help extend our reach for participation, as anyone can join in from around the globe. 10. EE - Marketing Strength: What is the marketing reach for the event or program? (Reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.) Annual Marketing Strength: approximate Facebook Ads: 1000 reach x 20 ads = 15,000 Vail Daily Press Releases: 5,000 reads x 3 releases = 15,000 Vail Daily Ads (for off season events): 5,000 views x 6 ads = 30,000 Town Talk: 5,000 reads x 12 posts (1/event) = 60,000 Text Messaging Campaigns: 2,000 per event x 12 = 24,000 Event Calendar Postings Online: 20,000? Website Views: 6,000 Flyer Postings: 10,000 Rack Cards Distributed: 3,000 Total Reach: 183,000 11. EE - Marketing Strength: How will the event or program leverage media and attract donor and sponsorship support? The programs will benefit from sponsorship support in the following ways: Cross marketing with Art in Public Places (highlights in art section in Vail Mail email blasts, listing in AIPP summer brochure, flyer distribution during weekly art walks) Town of Vail cross marketing through Vail's calendar of events, as well as promoting word of mouth marketing by offering Town of Vail employees free trial classes 12. EE - Producer Qualifications: Explain the event or program producer’s quality, knowledge and resources to sustain and grow the event. Alpine Arts Center has been in business for 10.5 years, and run events throughout the Vail Valley for high end corporate groups, local businesses, schools, and organizations. Our staff has a diverse background of art skills to deliver quality instruction to students of all ages. I (Lauren Merrill) am the owner of Alpine Arts Center and the event producer. I graduated with a B.F.A. from The University of Michigan, and have 17 years of art teaching experience. I have worked with groups locally in Vail and instructed classes nationally, also for all ages and abilities. I have lived in the Vail Valley for 17 years, and was a Town of Vail resident for 6 of those years. EVENT ECONOMIC IMPACT 1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program. 0 2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending generated by your event or program. $16,500 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? $40,000 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. This is difficult to track with art programs, as many people may already have booked accommodations prior to registering. However, for off-season programming we can parter with local hotels to promote an off-season special inviting front range guests to come up for an art weekend getaway. If this is of interest to hotels, we can work out tracking this with a promotional code on any marketing materials. BUDGET Using the provided budget template, provide a detailed estimated event/program budget, including anticipated revenues and expenses. 1. Describe how you will use the funds requested from the CSE. Funds from CSE will be used to reduce the ticket price for guests, making the events easily accessible to all guests and residents, especially families who need to purchase multiple tickets for all members to attend. With the funding requested, the event or project price will amount to $20 per person. 2. Please upload the provided complete event/program budget template here. proposed budget 2021.xlsx 3. What percentage % of the total event/program budget is the CSE being asked to fund? 49 4. If the event/program is not funded at full request, how will the event change with a lower funding allocation? Yes, events will still take place but at a higher price to participants, and also with less frequency and less advertising. It is the hope that with CSE funding, Alpine Arts Center can provide regular art events for the Town of Vail community. 5. Should the CSE decide not to support this event/program at all, will it still occur? Yes 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.) 9,000 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. Marketing Plan and Budget 2021.pages 1. Objectives: What are you trying to accomplish through your marketing efforts? Marketing objectives are to first build awareness of Vail's Arts Programs to locals and concierge/guest service industries in the Town of Vail. These groups are essential to spreading information through word of mouth, and this is our best form of marketing for art programs. Our next objective is to use marketing to fill registration of events to maximum capacity, and to advertise activation events around town so they become a destination for people to visit for a creative experience. 2. Strategy: How will you meet your objectives? General marketing for events is designed to build awareness of our Town of Vail Art Programs. To spread the word about our offerings, we will utilize our website, online event calendars, Art in Public Places cross-promotion, Vail Daily press releases, flyers with seasonal information, and social media posts. For event registration and activation events around town, specific targeted ads will be run to attract locals through social media, Alpine Arts Center email blasts, and text messaging. To attract visitors, rack cards will be given to concierge and Vail Information Centers seasonally, and Vail Daily ads will run before any low enrollment events. 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.) Promoting events to concierge and guest service staff Dropping off flyers, rack cards, and coupons to local restaurants and hotels around town, as well as all of the art galleries Cross marketing with other events, such as Vail Family Fun Fest, Tastes of Vail, etc. Art in Public Places, using weekly art walks to let guests know about our upcoming programs 5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than one.) Print - Local, Editorial, Online Event Listings, E-newsletters, Web, Grassroots, Facebook, Instagram, Twitter, Rack Cards, Flyers, Co-promotions, Local Vail Businesses, Concierge Visits 6. Please list contact information for your Media Relations or Public Relations staff or firm. 6a. Name Lauren Merrill 6b. Telephone Number 970-445-7445 6c. Email Address lauren@alpineartscenter.org SPONSORSHIPS & PARTNERSHIPS 1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the event/program budget? $6,500 1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners? $2,250 2. Please list your confirmed sponsors or partners. Since event dates are TBD, none of the amounts above are solidified yet. They are listed approximately in our budget and noted below: Ford Amphitheater: in-kind use of space (payment of $100/event is used for their staff to pull tables/chairs) Art in Public Places Vail Public Library: in-kind use of space VRD Community Programming: in-kind use of space (payment of $100-$200 covers liquor permit fees and staffing) 3. Please explain the potential for additional sponsorships or partners. We will be seeking additional sponsorships once we receive confirmation from Town of Vail that these events will be funded. Potential sponsorships opportunities may be available, such as with Alpine Bank and Holy Cross Energy since they have sponsored our events in the past. Proposed in the budget is $1500 from Alpine Bank and $5000 from additional sponsors, which is needed to cover the budget deficit. If additional funds are available after budget needs have been met, Alpine Arts Center would then increase the number of events offered during the calendar year or increase the advertising budget to ensure events are filled to capacity. 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.) Town of Vail’s Art Series – Sponsorship Opportunities 2021.pages 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? The plan for art events in 2021 is a fluid plan that can shift due to Covid-19 regulations. Events can be scheduled in any of these formats: regular in person events, reduced attendance in person events with social distancing, virtual events, or in person/virtual hybrid events. Because our enrollment numbers drastically change based on Covid-19 regulations, setting an exact number or events and/or attendee/spectator count is difficult at this time. We will make sure that the number of programs we offer is in alignment with the funding we receive, and will work hard to maximize exposure for Town of Vail through all of these efforts. REQUIRED ATTACHMENTS 2020 Event Recap EE 2020 Vail Art Events Recap.pdf Organization rosters naming all officers, board of directors and respective positions as relevant Organization Roster.pages OPTIONAL ATTACHMENTS List any URLs where additional information can be found, including photos, videos or other content relevant to your application. Event Overview (scroll through the months): https://www.alpineartscenter.org/upcoming-events Facebook Events (look through past events): https://www.facebook.com/pg/alpineartscenter/events/?ref=page_internal Instagram (scroll through previous posts): https://www.instagram.com/alpine_arts_center/ Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding newspaper quarter page ad.png Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding newspaper virtual takeover ad.png Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding vail rack card.png 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 Lauren Merrill Number Events RFP 18/19/20/21: File Attachments 21. If applicable, please attach current State Department of Revenue Certificate with this application. RenderedImage.jpeg 4a. Please attach letter or email confirmation from Vail Recreation District if using VRD facilities. Screen Shot 2020-09-03 at 2.57.50 PM.png 2. Please upload the provided complete event/program budget template here. proposed budget 2021.xlsx Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and execution dates. Marketing Plan and Budget 2021.pages 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.) Town of Vail’s Art Series – Sponsorship Opportunities 2021.pages 2020 Event Recap EE 2020 Vail Art Events Recap.pdf Organization rosters naming all officers, board of directors and respective positions as relevant Organization Roster.pages Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding newspaper quarter page ad.png Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding newspaper virtual takeover ad.png Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding vail rack card.png Attachment: RenderedImage.jpeg Attachment: Screen-Shot-2020-09-03-at-2.57.50-PM.png Expenses > Expenses Estimated Actual Total Expenses $30,975.00 $0.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $900.00 Social food $0.00 Insurance $0.00 Non-social food + Bevera $0.00 Sound/AV $0.00 <insert Other>$0.00 Equipment (art supplies)$7,500.00 <insert Other>$0.00 Trash/Composting $0.00 Total $0.00 $0.00 Labor - Managing Registrations $1,000.00 Labor - Day of Events $6,000.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $0.00 Banners - Printing & $0.00 Speakers $0.00 Signage $100.00 Travel $0.00 Art Center Organizational Fee ($500/$7,500.00 Hotel $0.00 Table/Floor Coverings $200.00 <insert Other>$0.00 Labor - Supply Ordering & Unpacking $600.00 <insert Other>$0.00 Labor - Creating Sample Projects $500.00 <insert Other>$0.00 Labor - Project Prep $500.00 <insert Other>$0.00 Total $24,800.00 $0.00 Total $0.00 $0.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $0.00 Prizes $0.00 Advertising - Print (newspaper)$1,200.00 Cash Purse $0.00 Advertising - Social Media (Facebook $500.00 Total $0.00 $0.00 Public Relations $0.00 Sales Team Expenses (concierge visit $1,200.00 Media TV, Production & Distribution $0.00 Graphic Design (flyer/rack card creati $500.00 Website (posting classes)$200.00 Event/Program Budget: Art Programs for Town of Vail Expenses Collateral Materials (crayons for rack $300.00 Printing (rack cards & flyers)$1,000.00 Text messaging marketing $1,200.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $6,100.00 $0.00 Marketing Estimated Actual Telephone/Internet $0.00 Photography $0.00 Transportation $0.00 Permit Fees $75.00 Postage/Shipping $0.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $75.00 $0.00 Income Event/Program Budget: Art Programs for Town of Vail > Income Estimated Actual Total Income $30,500.00 $0.00 Tickets/Admissions Estimated Actual Estimated Actual 450 $20.00 $9,000.00 0 Children @ $2.00 $0.00 0 Other @ $1.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $9,000.00 $0.00 Programs/Advertising Estimated Actual Estimated Actual 0 Covers @ $0.00 $0.00 0 Half-pages @ $0.00 $0.00 0 Quarter-pages @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 0 Large booths @ $0.00 $0.00 0 Med. booths @ $0.00 $0.00 Small booths @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Half Price Event/Project Fee to Participants @ Income Revenue from other items Estimated Actual Estimated Actual 0 Cash Sponsorships @ $0.00 $0.00 0 In Kind Sponsorships @ $0.00 $0.00 0 Donations @ $0.00 $0.00 0 CSE Funding @ $0.00 $15,000.00 0 Alpine Bank Grant $0.00 $1,500.00 0 Seek Out New Grants/Sponsors $0.00 $5,000.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $21,500.00 $0.00 Summary Event/Program Budget: Art Programs for Town of Vail > Profit - Loss Summary Estimated Actual Total income $30,500.00 $0.00 Total expenses $30,975.00 $0.00 Total profit (or loss)-$475.00 $0.00 Estimated Actual $0.00 $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00 $30,000.00 $35,000.00 Total income Total expenses Attachment: Marketing-Plan-and-Budget-2021.pages This file format cannot be displayed in a PDF. Attachment: Town-of-Vail’s-Art-Series-–-Sponsorship-Opportunities- 2021.pages This file format cannot be displayed in a PDF. Event/Program Recap: Town of Vail’s Art Series Education & Enrichment Category Town of Vail’s Art Series: Ongoing Events in 2020 Lauren Merrill Phone: 970.926.2732 lauren@alpineartscenter.org 2 Town of Vail’s Art Series: Ongoing Events in 2020 Lauren Merrill Phone: 970.926.2732 lauren@alpineartscenter.org 3 Overall Event or Program Highlights & Successes 4 •Art programs attracted students of all ages, both locals and tourists, and provided an educational and cultural experience in the Town of Vail throughout the year. •Received coverage in Vail Daily for every event and a lot of social media coverage. •Programming activated many locations throughout the Town of Vail, including Ford Amphitheater, Colorado Snow Sports Museum, and Community Programming at VRD. •Events before the Tuesday night concert series at Ford Amphitheater were successful and most were at maximum capacity. •Alpine Bank and Holy Cross Electric assisted in funding the Town of Vail’s Art Series programs in 2020. •Events were flexible, some virtual/hybrid, and taught with social distancing regulations being met. Programs were adjusted to make them possible during Covid-19. Program Impact, Testimonials & Observations 5 •Provide insight into personal impact on attendees of the event/program, how were people affected by the program? Participants were engaged in the art programs were excited to have learned a new skill. Many left classes saying they were going to continue to practice techniques they had learned. It had a big impact on attendees and many people returned to several programs. •Include any testimonials from attendees: Alpine Arts Center sends internal surveys for all of our classes, and we received 5 star reviews from every customer (except 1 who submitted feedback for project selection). •Provide any other relevant qualitative results from your event/program: we had one family attend every single summer series program. They invited different guests each week and said it was the highlight of their summer. Estimated Attendance Results 6 •Estimated attendance: in progress because we still have several more events in 2020 (so far we have had 127 participants) •Number/percentage of people who came specifically for event/ program: about 95% (other 5% joined when they walked by) •Number/percentage of people who attended the event last year: about half were returning customers Estimated Attendee Profile Results 7 •Where did attendees come from? (local, regional, out of state, international): About 60% of attendees are locals in the Vail Valley, 20% from the front range, and 20% international Estimated Spending Results 8 •Estimated average spending per person: (all based on last year’s survey) •Dining: 20 •Shopping: 18 •Lodging: 4 •Other Activities: 24 •Total average spending per person: $67 •Town of Vail spending the event/program generated: Formula: 127 attendees x 67 = $8,509 (in progress, we still have more events) NPS (Net Promoter Score) 9 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? I estimate our NPS to be 9 The NPS Calculation Calculate your NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Event or Program Strengths & Weaknesses 10 •How did the event/program exceed expectations? Participants were so happy after completing their projects. These events are time consuming for us to put on, and the reason we keep doing them is because it brings joy to the community and makes people feel good. This part always exceeds our expectations. •What are areas for event/program improvement? Continuing to find partnerships with existing events in Vail to maximize exposure for these programs. Increasing budget by finding more outside sponsors to allow for increased marketing. •How did this year’s event/program compare to last year? Registration numbers were limited due to Covid-19, but participants were so appreciative of these programs being offered. There was a nice feeling of community at each event, even the virtual offerings. Vail Brand Compatibility The Premier International Mountain Resort Community 11 •How did the event /program support the Vail Brand? The Town of Vail was mentioned at every event. The town logo was placed on rack cards distributed throughout the valley, every class description on our website, and listed on email marketing. Additionally, press releases and paid advertising to the Vail Daily showcased these events and highlighted the Town of Vail as a place that values and supports unique art experiences. Visual images of mountains and our beautiful surroundings showcased Vail Mountain as a place “like nothing on earth”. Participants left each class with a keepsake to remind them of Vail as a premier mountain resort community. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 12 •How did the event/program impact Vail’s sense of community? Each art class provided an opportunity for participants to meet one another in a creative setting. Many participants came alone and were introduced to new people seated at their table, and locals and tourists were brought together as well. A sense of community was felt at each class, especially at the end when viewing so many unique pieces of artwork that were all created by individuals within our mountain community. •Because of Covid-19 regulations the programs felt really special this year; people were given a chance to gather together (while maintaining 6’ of distance) and it was emotionally healing and a needed experience for everyone involved. Topline Marketing Efforts 13 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Facebook promotion, both through Alpine Arts Center’s page and Vail Moms •Text message campaigns sent out to promote class registration •Vail Daily advertisements and photographs submitted for Town Talk •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 14 •How do you see the event/program evolving next year? I hope to increase guest and resident participation, and possibly offer another collaborative class with Art in Public Places. We will also assess projects that were most popular this year and adjust class subjects accordingly for next year. We will evolve programming to fit Covid-19 needs. •What sponsors do you plan to target next year? (Including existing and potential sponsors) We will approach the Vail Library, Vail Recreation District, Ford Amphitheater, and Colorado Snow Sports Museum again for in kind facility sponsorship. For sponsorships, Alpine Bank and Holy Cross Energy again and others (possibly other art organizations, local art galleries, businesses in Town of Vail, etc.) •How will you leverage media exposure and extend the marketing reach next year? We will continue to reach out to concierge with marketing materials and invite employees that work in Vail to try a complimentary class. We will utilize social media, website, text messaging, and printed brochures to extend our marketing reach. Sustainability Efforts 15 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Paper plates for paint palettes were often reused at Alpine Arts Center, newspapers were recycled and used for painted collages during summer classes, and our sample canvases were reused from one class to the next. •What waste reduction methods were used during your event/program? Reusable canvas tarps were used on tables instead of disposable paper table coverings. Supplies were often shared among participants to reduce waste as well. •How could you improve on sustainability efforts for next year’s event? Recycled canvas could be used by all participants for select classes focused on sustainability. Certain projects could be geared towards creating collages or sculptures using recycled materials. 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 16 * Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:In progress, see detail CSE Funds:$13,000 Cash Sponsorship (not CSE):$3,000 In-kind Sponsorship:Yes from venues Marketing Budget:In progress, see detail Profit & Loss:In progress, see detail How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, operations, staffing, venue Additional Information/Appendix 17 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide any additional information or marketing materials you think the CSE would benefit from 18 Budget Next 3 Slides (in progress since there are events remaining) 19 20 Final Marketing Plan 21 Front/Back of Rack Card 22 Attachment: Organization-Roster.pages This file format cannot be displayed in a PDF. Attachment: newspaper-quarter-page-ad.png Attachment: newspaper-virtual-takeover-ad.png Attachment: vail-rack-card.png Contacts: Lauren Merrill First Name: Lauren Last Name: Merrill Linked User Form lauren@alpineartscenter.org 2019 CSE Reviews: 20762953 Name Attachments 20762953 No 20762954 No 20762955 No 20762956 No 20762957 No 20762958 No 20762959 No 20762960 No 20762961 No 20762962 No 20762952 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 Town of Vail's Art Series Linked Form alisonw@vailchamber.org Tag type:dynamic 2019 CSE Reviews: 20762954 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 Town of Vail's Art Series Linked Form williambarrydavis@gmail.com Tag type:dynamic 2019 CSE Reviews: 20762955 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 Town of Vail's Art Series Linked Form kimnewbury@gmail.com Tag type:dynamic 2019 CSE Reviews: 20762956 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 Town of Vail's Art Series Linked Form mvalenti@vailresorts.com Tag type:dynamic 2019 CSE Reviews: 20762957 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 Town of Vail's Art Series Linked Form markgordonvail@gmail.com Tag type:dynamic 2019 CSE Reviews: 20762958 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 Town of Vail's Art Series Linked Form rkundolf@msn.com Tag type:dynamic 2019 CSE Reviews: 20762959 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 Town of Vail's Art Series Linked Form sbiszantz@gmail.com Tag type:dynamic 2019 CSE Reviews: 20762960 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 Town of Vail's Art Series Linked Form mvlaar@vailgov.com Tag type:dynamic 2019 CSE Reviews: 20762961 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 Town of Vail's Art Series Linked Form mmiano@vailgov.com Tag type:dynamic 2019 CSE Reviews: 20762962 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 Town of Vail's Art Series Linked Form jgross@vailgov.com Tag type:dynamic 2019 CSE Reviews: 20762952 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 Town of Vail's Art Series Linked Form esaeger@vailgov.com Tag type:dynamic