11-15-2013 Highline State of Work Agreement for 2014 Special EventsAV, r '`'
Ngldine r
Date: November 15, 2013
To: Virginia Egger
From: Chris Dolan
CC: Town of Avon: John Curutchet, Danita Dempsey, Jake Wolf
Highline: Jeff Brausch, Chris Dolan, John McGuire
Subject: 2014 Town of Avon Special Events: Highline Statement of Work
BACKGROUND
In September of 2013, Highline submitted four (4) initial event concepts to the Town of Avon for
review. Based on the town's feedback on October 21 st, the team is recommending that Highline
move into Event Development (Phase II) with three of the concepts, where each concept will be
detailed out and an initial budget pulled together. The Event Development phase as well as the
Final Event Plan (Phase III) will each have associated fees to cover Highline's hours spent on
development. Prior to moving forward into Event Development, Town Council will be asked to
select the event(s) concept(s) and approve associated costs. By request of Virginia Egger,
Highline will present the three event concepts as well as the associated costs to the Town Council
on November 26th,
STATEMENT OF WORK
The Statement of Work document is the next step in the planning phase for the selected event(s).
Upon Town Council's approval of selected event concept(s) and associated costs, Highline will
begin the Event Development in preparation for presentation and approval in. January. Upon
approval of selected event(s), Highline will move into the final planning phase, Final Event Plan,
where Highline will provide a final program budget, production timeline and marketing
recommendations for the selected event(s). Successful completion of these events will:
• Drive incremental guest visits and overnights lodging revenue during event weekends
• Create opportunities for local merchants to benefit from the incremental traffic
• Drive incremental tax revenue for the Town of Avon
• Drive awareness of the Town of Avon as a destination
HIGHLINE I WWW.GOHIGHLINE.COM
VAIL OFFICE 1 12 VAIL RD I VAIL ( CO ( 81657 ( 970.476.6797
DENVER OFFICE 1 3900 SOUTH HILLCREST DRIVE I DENVER ( CO 1 80237 1 303.548.2695
0 highfine
TOWN OF AVON RECOMMENDED EVENTS TO MOVE INTO PHASE 11: lworking titles / names -not final
• Rockies Mountain Ride -) Memorial Day Weekend, May 23th - May 26th, 2014
• Flavors of Colorado -> August 15th - 17th, 2014
• Celebration of World Music & Culture 4 September 12th and 13th, 2014
TIMING: PROGRAM PLANNING *These are initial proposed dates and are subject to change.
• Approved events) to move into Phase II: 11/29/2013
• Approval of Scope of Work: 11 /29/2013
• Phase II: Event Development
• Initial event concept presentation: 1/10/2014
• Formal feedback/ approval of selected direction: 1/14/2014
• Second round of event concept presentation (if needed): 1/22/2014
• Formal feedback / approval of selected events: 1/24/2014
• Phase III: Final Event Plan
• Presentation of complete programs: One month from approval of Phase II
• Formal feedback / approval of full program: TBD
PHASE I1: EVENT DEVELOPMENT
Timing: 6 weeks
Fee: $1,800 per event concept
• Event(s) Concept Development
O Fully develop each of the selected event(s) concepts in detail:
■ Event name
■ Event components:
o Including but not limited to music / talent / genre recommendation,
weekend event activities, partner / sponsor expos, charity tie -in, etc.
IN Run of show / event schedule
• Partnership opportunities & potential partners
Attendee pricing structure:
o Ticketed vs. non - ticketed events / activities
HIGHLINE I WWW.GOHIGHLINE.COM
VAIL OFFICE 1 12 VAIL RD I VAIL I CO 1 81657 ( 970.476.6797
DENVER OFFICE 1 3900 SOUTH HILLCREST DRIVE I DENVER I CO 1 80237 1 303.548.2695
0 higd'PIFi'RE
• Budget
o Develop an initial ballpark estimate that captures initial estimated costs for event
production including items such as infrastructure, staffing, talent, rentals, etc.
• Highline Team Involved
• V.P. of Sales
• Director of Client Services / Account Director
• Director of Events
• Associate Producer
PHASE III: FINAL EVENT PLAN
Timing: 4 weeks
Fee: $2,000 per event concept
• Final Budgeting
o Finalize event(s) budget(s):
• Budget will include but not limited to entertainment, on -site staffing, signage,
audio / visual, security, rentals, electrical needs, agency management, etc.
• Budget will reflect elements such as infrastructure (staging, barriers, etc.) that
offset costs of the overall production
• Pre - Production Timing / Schedule
o Develop a step -by -step detailed pre - production schedule that outlines all key dates
and deliverables for all parties involved for event(s).
• Event Schedule(s)
o Finalize in detail a complete event schedule that includes events, times, locations, etc.
• Marketing Plan
o Develop a recommendation of fully integrated marketing plan utilizing all media
outlets to achieve objectives
■ Leverage current Town of Avon media outlets (website, social, PR, etc.) as well
as current media buys in key markets
. Recommend PR and social strategies
• Recommend collateral to distribute in key markets promoting the event(s)
HIGHLINE I WWW.GOHIGHLINE.COM
VAIL OFFICE I 12 VAIL RD I VAIL I CO ( 81657 1 970.476.6797
DENVER OFFICE 1 3900 SOUTH HILLCREST DRIVE I DENVER I CO 1 80237 1 303.548.2695
higadue, ie 0 N
• Highline Team Involved
• V.P. of Sales
• Director of Client Services / Account Director
• Account Executive
• Director of Events
• Associate Producer
• Project Manager
TERMS
• Any work above & beyond the scope listed above will be discussed and a fee agreed upon
prior to services being rendered
• Phase II fees are due within 30 days of completion
• Phase IN fees are due within 30 days of completion
• Deliverable dates are subject to change based on final assignment
Signatures
—fin., -41.
Date:—/ Z ' 6 ' / 3
Virginia Egger
Town Manager
Town of Avon
Date:?
James Deighan
Partner / V. P. of Sales
Highline
HIGHLINE I WWW,GOHIGHLINE.COM
VAIL OFFICE 1 12 VAIL RD I VAIL I CO 1 81657 1 970.476.6797
DENVER OFFICE 1 3900 SOUTH HILLCREST DRIVE 1 DENVER 1 CO 1 80237 1 303.548.2695