HomeMy WebLinkAbout02. c. Legacy Fighting Alliance_06-02-2021Events RFP 18/19/20/21: Legacy Fighting Alliance
EVENT & APPLICANT OVERVIEW
0. Email contact
sbean@lfa.com
1. What is the name of your event/program?
Legacy Fighting Alliance
2. Please select the event category for your RFP.
Community, Recreation & Cultural (CRC)
3. Is this a new event or program?
No
3a. How much was your event or program funded in 2020?
$0
4. Are you a first time submitter for the Town of Vail Commission on Special Events funding program?
No
5. Amount of 2021 funding requested
$17,500
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
09/10/2021
7. Proposed Event/Program End Date
09/10/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
possibly October 8 or 22 depending on Dobson
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
Sven Bean
9a. Title of person completing the application
President
10. Provide name of person or entity to whom the funding check will be cut.
Legacy Fighting Alliance LLC
11. Mailing Address Street
17339 East Lake Drive
12. City
Aurora
13. State
Colorado
14. Zip Code
80016
15. Telephone number
3032465237
16. Email address
sbean@lfa.com
17. Event/program and/or organization website
www.lfa.com
18. Number of years organization has been in business
22
19. Organization's Mission Statement
LFA will strive to produce the next generation of MMA stars. LFA will do this by giving top MMA prospects and resurgent MMA
veterans high-profile fights on an international stage. The distinct identity behind the LFA comes from the vision of its executive
team. We are businessmen, martial artists, and fans of the sport who share the same passion for MMA as our fans and fighters.
We will take each of our unique experiences in the sport and will leverage our strengths to benefit the LFA organization, our
athletes, and MMA fans around the world. We will take pride in developing the LFA worldwide fan base and corporate
partnerships, while furthering the careers of its exceptional athletes
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
Wounded Warrior Project
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?
5
1b. Please describe the location(s) of the event or program in previous years.
Dobson Arena
2. Please provide a detailed description of the event/program and its activities.
Live professional Mixed Martial Arts competition, broadcast on UFC Fight Pass streaming platform
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.
Dobson Arena
4. Do you plan to use Vail Recreation District Facilities?
No
5. If any of the event/program takes place outside of the Town of Vail, please explain where the event will take
place and why.
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, Encourage use of bicycles, buses, shuttles, carpools,
walking or public transit to event, Enforce no idling policy for staff and guests, 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.
We will make every effort to ensure minimal environmental impact from producing our event.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
24
2. Number of volunteers needed
10
3. Number of event/program staff
30
4. Estimate of total number of spectators/attendees anticipated
1,500
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
60
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
30
3. Estimate the number of international guests your event/program will bring to Vail
10
4. How will your event/program increase sales tax in Vail?
Food and Lodging revenue from participants, staff, friends, family and attendees. Ancillary sales (gas, grocery, etc) revenue from
participants, staff, friends, family and attendees
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
To help grow the economy. Providing our citizens and guests with entertainment.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
Vail has a long history of hosting world class sporting events, LFA fits that mold.
7. CRC - Event Timing: How is it the right event/program at the right time?
People are ready to go out and be entertained post Covid 19 pandemic.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
We now have a history of successful events in market, and an established reputation in the community. We will also be booking
athletes mainly from Denver and surrounding states attracting friends and family.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
We continually strive to find the best up and coming athletes in the sport.
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
LFA events are professionally produced using a combination of event lighting, sound and video. The atmosphere is fun and
excitig.
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.)
LFA events are marketed at both national and international level through it's partnership with UFC.
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
LFA events are covered by national and international media outlets. We have a large reach at both the national and international
level through it's partnership with UFC, attracting partners and sponsors world wide.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
22 years experience producing live events. 12 years experience producing live broadcasts. 30 years in the Martial Arts.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
We have been successfully producing events during the pandemic in 3 different states, with different guidelines in each market.
We have protocols in place that can be adapted to any market or municipality.
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
We have been successfully producing events during the pandemic in 3 different states, with different guidelines in each market.
We have protocols in place that can be adapted to any market or municipality.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
200
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$200
Example: Increased spend by attendees in restaurants, shops, lodging or activities.
3. Potential benefits to the Town of Vail - What estimated return on investment (ROI) in dollars should the Town of
Vail expect?
$200,000
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.
We will create partnerships with local hotels and market "LFA RATES" to our fan base prior to the event
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.
To help fund the event's production.
2. Please upload the provided complete event/program budget template here.
MMA Expenses Estimate Vail 2021.xls
3. What percentage % of the total event/program budget is the CSE being asked to fund?
10
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
We would not be able to produce the event
5. Should the CSE decide not to support this event/program at all, will it still occur?
No
6.What dollar amount of the total event/program revenue do you expect the event itself to generate? (ticket sales,
merchandise, food and alcohol sales, etc.)
200,000
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.
LFA MARKETING PLAN.pdf
1. Objectives: What are you trying to accomplish through your marketing efforts?
Create an awareness of our event, driving attendees and ticket sales
2. Strategy: How will you meet your objectives?
Implement our proven marketing strategy
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.)
Fighter appearances, radio interviews, Official Weigh In
5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than
one.)
Print - Local, Radio, Television, Online Event Listings, E-newsletters, Web, Media Plan/Public Relations, Facebook, Instagram,
Twitter, Posters, Co-promotions, Partnerships, Local Vail Businesses
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Ryan Bevins
6b. Telephone Number
3032465237
6c. Email Address
rbevins@lfa.com
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$50,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$5,000
2. Please list your confirmed sponsors or partners.
9MM ENERGY, KOI CBD, SHELLS.COM, HOWLER HEAD WHISKEY, SMART STOP, GLC 2000
3. Please explain the potential for additional sponsorships or partners.
Branding through broadcast, TV Commercials
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.)
LFA 2020 VENUE DECK.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?
3. Do you need rental relief for Grand View Room?
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
09/09/2021
4c. End date for Dobson Arena rental
09/10/2021
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.
Live MMA event
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?
We will play 30 second spots promoting Vail during broadcast and leading up to the event on events prior
REQUIRED ATTACHMENTS
2020 Event Recap
LFA 65 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.
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
RFP QUESTIONS AND KEY MEETING DATES
We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be
scheduled over email as well.
Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com
Friday, August 30: Submitted questions and answers will be emailed to applicants.
Wednesday, October 2: Regular CSE Meeting, Recaps will be presented
Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting.
Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting.
Tuesday, November 5: The Town Council will review the CSE funding allocations.
Wednesday, November 6: Regular CSE Meeting
Thursday, November 7: Applicants will be notified of their preliminary funding allocations.
Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding
decisions.
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Linked Contact
Sven Bean
Number
Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
MMA Expenses Estimate Vail 2021.xls
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
LFA MARKETING 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.)
LFA 2020 VENUE DECK.pdf
2020 Event Recap
LFA 65 Event Recap with Survey.pdf
Sheet1
LFA MMA TOWN OF VAIL EVENT BUDGET
ITEM ESTIMATE NOTES
State Commission Event Fee 3,000.00
State Commission 5% ticket tax 3,000.00
Arena Rent 5,000.00
Arena expenses 5,000.00
Insurance 3,500.00
Athletes Purse 31,500.00
Travel 15,000.00
Hotel 4,000.00
Advertising 15,000.00
Production (light-sound) 12,500.00
Cage/crew 4,500.00
Cage canvas printing 2,500.00
Misc rentals etc 2,500.00
Design 1,000.00
Pre-event video production 2,500.00
Announcers, and MC 7,500.00
Film Crew/Sat Truck 50,000.00
Ring Doctor 1,000.00
Ambulance 1,500.00
Web 0.00 covered by Lunar Pages
Production Fee 7,500.00
TOTAL:178,000.00
LFA EVENT
TYPICAL MARKETING SCHEDULE
Overview: An intensive 8-week campaign that leads up to the event, using a combination of
print, television, and social media platforms
8 weeks out from event:
• National press release, email blast
• social media advertising campaign begins: Facebook, Twitter, Instagram
7 weeks out from event:
• Social media campaign continues
6 weeks out from event:
• Social media campaign continues
5 weeks out from event:
• Social media campaign continues
4 weeks out from event:
• Print ads in newspaper
• National Press release follow up, email blast
• Street team marketing begins
• Social media campaign continues
3 weeks out from event:
• TV Commercial campaign begins
• Street team marketing continues
• Social media campaign continues
2 weeks out from event:
• National Press release follow up, email blast
• TV ad campaign continues
• Social media campaign continues
• Street Team marketing continues
Week of Event:
• National Press release follow up, email blast
• TV ad campaign continues
• Social media campaign continues
• Street Team marketing continues
• In market live promotional events (Press Conference, Weigh In, Etc.)
Please read first –tips for completing your recap
1.During your recap, the slide “Overall Event Highlights & Successes” will be shown on
screen. The CSE will already have had a chance to review your entire recap.
2.You will have 10 minutes: 5 minutes for your presentation and 5 minutes for CSE to
ask questions.
3.Please change the date on the front page
4.Replace the survey images in the presentation with your own event survey graphics.
(You can use the Snipping Tool in Windows to do this.)
5.Feel free to re-size the images to fit the page/text. They should still be readable.
6.Add a few photos or marketing images to the presentation to break up the text.
7.Remove blank bullets from the document.
8.If you want feedback on your presentation send it to Matt a week in advance of when
the final recap is due, which is the Wednesday before the CSE meeting
9.Convert your PPT to ONE PDF before you email it to Matt, we cannot receive .zip files
or files larger than 5MB. You may also send it via DROPBOX.
10.Include all your documentation in ONE PDF –this includes P&L’s, budgets, etc.
11.If you have questions, don’t hesitate to email or call. mmiano@vailgov.com
PS: Delete this slide ☺
Surveyed Event Recap: Event Name
Cultural, Recreational & Community Category
October 2nd, 2019
LFA 65, Friday May 3rd, 2019
Sven Bean
303-246-5237
Beanz4@msn.com
3
Overall Event Highlights & Successes
4
•Net Promoter Score (NPS) was 61%
•Increased attendance by approximately 12% over 2018
•Event was broadcast nationally on AXS TV
•2 athletes received UFC contracts after the event
•Signed new national sponsor which translated to $20,000 in additional
sponsorship dollars annually
•Received coverage in local and Front Range media/websites/magazines/tv
Questions from CSE
5
Attendance Estimate
6
•We were hoping for a sell out of 1800. We fell
short of that number.
•We will increase social media presence, and start
local marketing earlier.
•We hope to move to later date in May in 2020
which will result in higher attendance
Visitor Type
7
•I would like to see the overnight and day visitor numbers to increase in
future events
•Moving the date to later in May for 2020 I feel will increase the number
of all visitor types.
•To optimize visitor mix in future events, we would increase our social
media campaigns focusing on ticket/travel packages.
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
8
•We created a partnership with the
Evergreen lodge, which was also
the host of Official Weigh In and
Official After Party
•Average rate increased from
$143.00 in 2018 to $320.00 in
2019
Overall Visitor Profile
9
•Our main target demographic is Males
18-34 with Disposable income?
•I feel we did reach our target
demographic
•We would increase overall event
awareness to attract that audience next
year.
•I would like to put effort in increasing
out of state attendees next year as well.
Role/Importance of Event in Intent to Visit Vail
10
•We created a partnership with the Evergreen lodge, which was also the host of Official Weigh In
and Official After Party to generate the number of overnight guests. Increased reason for being in
Vail from 58% in 2018 to 75% in 2019
•We could increase our social media campaigns focusing on ticket/travel packages to increase the
number of overnight Vail guests coming for the event next year.
NPS (Net Promoter Score)/Likelihood to Recommend
11
•Our overall NPS increased from 2018 and it seemed to me that everyone who attended
the event enjoyed themselves and were entertained
•I continue to believe that every year there is a better understanding , and acceptance of
MMA, I feel that the more we come to Vail with our event, the less detractors there
will be. Detractor number decreased by 35% from 2018
Estimated Return on Investment (ROI) & Attendee Expenditures
12
•What did your event do to encourage spending
in Vail?
Event Strengths & Weaknesses
13
•LFA 65 in Vail continued to exceed expectations on the support from local
businesses, and also on the positive feedback from the attendees.
•The LFA events in the future could improve in advertising earlier on all
outlets (social media, print, street team) to capture attention of potential
guests sooner. Also if we get a later date in May I believe that it will impact
every facet in a positive manner.
•LFA 65 event improved over the previous year in overall exposure, out of
town attendees, and production values.
Vail Brand Compatibility
14
•LFA 65 continued the tradition o f supporting the Vail Brand with positioning
on all marketing materials, a commercial on national TV broadcast as well as
social media platforms.
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
15
•LFA 65 impacted Vail’s sense of community by including students from the
local martial arts community to perform and be a part of the event.
•We also impacted the sense of community by including athletes that have
a history in Vail, or current residency in Vail.
Topline Marketing Efforts
16
•LFA 65 was supported by a strong presence on air on AXS TV events
leading up to the May 3rd date
•LFA 65 was supported by a strong social media campaign utilizing LFA,
AXS TV, and individual athlete social media accounts.
•LFA 65 was supported by a strong email and standard mailing campaign
Potential for Growth & Sponsorships/Media Exposure
17
•Future LFA events in Vail will increase attendance through a continued effort of:
creating stronger marketing plan, increase overall awareness and tapping into new
audiences by strategic booking of talent
•We have hired a national sponsorship sales agency to target and acquire term deals
with new national level sponsors
•We will gain greater media exposure and extend the marketing reach next year by
leveraging our national level media partnerships.
Sustainability Efforts
18
•We worked with the staff at the Dobson arena to adhere to existing policies in
place that support the environmentally-friendly goals of the Town of Vail
•We will continue to adhere to these in place policies at any and all future events
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
19
Item $
Total Event Budget:102,000.00
CSE Funds:17,500.00
Cash Sponsorship (not CSE):15,000.00
In-kind Sponsorship:4,000.00
Marketing Budget:10,000.00
Profit & Loss:10,000.00
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Assist in production
costs
Additional Information/Appendix
20
•TV Viewership reach was over 350,000 views
•National and International Website impressions: over 1 Million –includes all major MMA
sites, mainstream sites, local news, discussion forums, podcasts, fighter interviews, etc.
•Combined social media reach over 900,000 impressions
Facebook: 300K Instagram: 600K Twitter: 43K YouTube 22.5K
•Detailed budget attached
•Marketing plan attached
•Survey Dashboard PDF attached
Contacts: Sven Bean
First Name:
Sven
Last Name:
Bean
Linked User Form
beanz4@msn.com
2019 CSE Reviews: 27446407
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