HomeMy WebLinkAboutTown of Vail Sponsorship Consultation Proposal 4-8-22Creative Strategies Group P.O. Box 21128, Denver, CO 80221 (303) 469-7500
www.csg-sponsorship.com
Issued: March 18, 2022
Updated: April 8, 2022
Jeremy Gross
Special Event Coordinator
Economic Development
Town of Vail
75 South Frontage Road
Vail, CO 81657
Dear Jeremy:
Thank you for requesting this consultation proposal. I enjoyed the opportunity to
learn about the Town of Vail’s desire to establish a new approach to the funding
and sponsorship of events in the community. I think you are at an ideal moment
in time to review your assets and better understand the value proposition being
provided to the city as well as to the events you are supporting.
As we have discussed, the Town of Vail is seeking consultation and support to
better evaluate the event landscape, understand potential sponsorship benefits
and sponsorship best practices, to create a quantitative method for evaluating
event proposals and calibrating appropriate funding levels based on the likely
fulfillment of sponsorship and economic impact goals of the town.
CSG specializes in providing a comprehensive review and valuation of our clients
assets, resources and objectives, discerning key opportunities and obstacles, as
well as providing a cogent, well-designed, accurately valued and actionable plan
that will accomplish our clients goals.
During the past twenty-six years, CSG has conducted hundreds of consultation
projects and property audits/sponsorship plans for a variety of municipalities,
organizations, venues and special events including the Town of Breckenridge;
Denver International Airport; Kentucky Tourism, Arts & Heritage; the Seattle
Center; the Denver Center for the Arts; the Cherry Creek Arts Festival; National
Western Stock Show; and the Pasadena Tournament of Roses.
CSG would be gratified to work with the Town of Vail in their evaluation and
proposed changes to the funding model for special events through the Town
Council and Commission on Special Events.
Creative Strategies Group P.O. Box 21128, Denver, CO 80221 (303) 469-7500
www.csg-sponsorship.com
Proposal from CSG to the Town of Vail - page two
Scope of Consultation:
The deliverables you provided was very helpful to clearly identify the consultation
support and deliverables you are anticipating. From our conversation, it was also
helpful to discuss the project timeframe and your immediate upcoming needs.
Based upon this information, I have prepared the following scope of services.
Conduct valuation the assets the town offers as a host venue for events
o Conduct inventory of Town services, materials, staffing, funding &
resources generally offered to event producers
o Determine fees and/or values (including opportunity costs) for the
above
For items with no rate card, determine comparable values
Conduct valuation of the benefits provided by the event producers
o Select 10-12 total events presently funded by the Town of Vail
based upon classification of event type
Legacy (Signature Events)
Tournaments
Culinary/Beverage
Community/Nonprofit
o Review and inventory benefits received by Town
o Conduct cursory valuation of the benefits provided
Determine what benefits the town may not be receiving but should
consider from future event producers
o From the previous inventory of the typical benefits provided,
provide recommendations on additional assets and rights the Town
should also request/require
Refine event scorecard to generate event funding range based on
quantitative assessment of the potential for the event to achieve town
defined event goals. Assist in creating a tool/scorecard/formula for
valuating event funding based on the benefits provided
o Review current evaluation criteria used by Town Council and
Commission on Special Events
o Review and discern the Town of Vail’s desired goals and objectives
for event impact
o Update or replace event scorecard with inclusion of tangible and
intangible metrics
Creative Strategies Group P.O. Box 21128, Denver, CO 80221 (303) 469-7500
www.csg-sponsorship.com
Proposal from CSG to the Town of Vail - page three
Scope of Consultation (continued)
Advise on creating a model for town to sponsor events, quantifying and
monetizing benefits in addition to addressing town goals for data capture,
etc.
o Determine strategic objectives for Town sponsorship of events
(visitor draw, earned media, etc.)
o Compare municipal sponsorship to business or private
sponsorships for possible adjustments
o Determine tactical deliverables town desires from event
sponsorship (incremental room tax, data capture, etc.)
o Recommendations on rights and assets to be provided by event
producer to warrant Town funding
o Create evaluation recommendations for benefit review and
valuation (tangible and intangible)
Recommendation on funding for Nonprofit vs. For Profit and Caps (% of
revenue, operating budget, sponsorship)
o Evaluate current ratio funding to nonprofit vs for profit events
funded by Town
o Ascertain Town’s primary goals for supporting each event category
(nonprofit & for profit)
o Determine average percentage of total revenue underwritten by
Town as a percentage to total sponsorship AND event
revenue/expenses/profit
o Provide recommendation guidelines for applications
Create rights benefits expectations to be provided by event
Recommendations for funding percentages or caps
Assist in refining metrics for evaluating performance of an event (e.g. post
event report)
o Review current post event reporting required from Town
o Determine typical quality of compliance
o Provide industry standards for post event reporting
o Review current evaluation scorecard
Refine post event review template/scorecard
Recommendations on financial audit requirement for larger events
o Review typical financial reports provided by event producers
o Recommendations on requirements based upon value proposition
provided by event
Creative Strategies Group P.O. Box 21128, Denver, CO 80221 (303) 469-7500
www.csg-sponsorship.com
Proposal from CSG to the Town of Vail - page four
Timetable/Deadlines
As discussed, this is an extensive review with numerous moving parts. I
estimate that it is likely a six-to-ten-month project, however you have some
upcoming deadlines in the annual funding cycle for which you would like to
preliminary direction and guidance. I would therefore propose the following order
of priorities.
Phase One (April through mid-June)
Issue comprehensive questionnaire to Town of Vail and selected events
Collection of information
Initial review and discovery
Phase Two (Late-June through August)
Prepare Reports & Templates as identified in Scope of Services
Develop proposed criteria/requirements for first round RFP’s (Council-
selected properties)
Develop proposed criteria/requirements for second round RFP’s (CSE-
selected properties)
Scorecard for first round funding review
Phase Three (September through December)
Complete all remaining deliverables as identified in Scope of Services
Scorecard for second round funding review
Ongoing consultation
Fees & Expenses:
Consultation Fees
Creative Strategies Group proposes working with the Town of Vail on a project
fee basis for the Scope of Services previously outlined. Fees are calculated upon
the total number of hours projected to conduct research, evaluation, preparation
of matrixes/scorecards and other materials, report writing, and the presentations
of findings.
I am estimating 175-200 hours of total consultation at a fee of $38,000 divided
over an eight-month period (May – December) invoiced at a rate of $4,750
monthly.
The only expenses would be for mileage between Denver and Vail for meetings
and presentations at $.52/mile.
Creative Strategies Group P.O. Box 21128, Denver, CO 80221 (303) 469-7500
www.csg-sponsorship.com
Proposal from CSG to the Town of Vail - page five
Jeremy, I hope this proposal provides you with the information you need to reach
a decision on working with CSG. I am very excited about the prospect of working
with the Town of Vail. Thank you for your interest and consideration of Creative
Strategies Group.
Sincerely,
Bruce L. Erley, APR, CFEE
President & CEO