HomeMy WebLinkAboutagenda.council.worksession.20110301C�
THE CITY of AsPEN
MEMORANDUM
TO: Mayor and Council
FROM: R. Barry Crook, Assistant City Manager 61—
DATE: February 21, 2011, 2011
MEETING DATE: March 1, 2011
RE: Recommendations on Mining for Ideas 2011 Proposals
Summary
City Council, during its budget deliberations in November, indicated a willingness to consider
another round of stimulus funding for FY 2011. City Council did not yet appropriate any
funding, but directed staff to solicit ideas for funding and to vette those ideas through the
Stimulus Review Committee established last year. We advertised for submission of proposals in
December and early January, the committee met on four occasions to discuss the proposals
received. There were a total of 34 proposals received and reviewed by the committee.
We have recommendations to the City Council for an allocation of $37,500 for four events from
the City's General Fund, $10,000 from the City's Parks and Open Space Fund, and $15,000 from
ACRA's funding source. We also have two proposals we are favorably inclined toward that are
labeled "pending" — we have asked the proposers to refine their proposals and come back to the
committee when they have done so. In addition, we are passing the Quiznos Bike Race request
for $60,000 onto the City Council for you to consider — the committee is generally supportive of
the request, but felt the Council had already indicated a need/desire to allocate some funding for
this signature event.
The process was a great success since it generated many worthwhile ideas. Hopefully, many of
these ideas will be implemented even if City Council chooses not to invest public money in
them.
Previous Council Action:
As part of its Top Ten goals for the year, Council retained the following goal:
"Encourage and support local investment initiatives and programs that
stimulate a prosperous, diverse and sustainable Aspen economy and
build upon the innovation and creativity that exist in town."
During the adoption of the 2011 Budget, the City Council indicated they might appropriate as much
as another $100,000 in the General Fund for the purposes of "marketing, stimulus, and special
Page 1
events" and directed the staff to seek ideas from the general public. That campaign — "Mining
Aspen for Ideas" — was conducted and concluded on January 1 Oth.
Discussion:
In this round of the Mining for Ideas campaign there were 34 ideas submitted, with total requests of
$593,179. After reviewing the materials submitted, the group reduced that number to 11 ideas we
were interested in. -looking at further — and issued invitations to those proposers to come and meet
with us to discuss their idea in greater detail.
• Adopt -a -Tourist
• AVSC Presents: the US
Alpine Championships
• American Jr. Golf
Association Tournament
• Aspen International
Mountain Forum
• Aspen Tuesday Block
Party
• Quiznos Pro Challenge
Bike Race
• Search Party
• Summer Snow
• Aspen Fashion Week
• Challenge Aspen 8'
Annual Vince Gill / Amy
Grant Golf Classic
• Aspen EcoFest
Recommendation:
The result of our conversations was the following recommendations to the City Council:
Event
R uest
Recommendation
Ado t-a-Tourist
26,550
0
American Junior Golf Association Tournament
7,500
7,500
Aspen Eco Fest
5.000
5,000
Aspen Tuesday Block Party
5,382
Pending
AVSC: FIS Nor -Am Cup and US National
Championship Downhill
10,000
0
Quiznos Pro Challenge Bike Race
60,000
Council
Search Party
30,000
Pending
Summer Snow
35,000
0
Challenge Aspen 8th Annual Vince Gill/Amy
Grant Golf Classic
10,000
From the Parks &
Open Space Fund
Aspen Big Mountain BBQ
15,000
15,000
Aspen International Mountain Forum
18,000
10,000 #
Total
$222,432
$37,500 plus
* Funding is recommended for the addition of a Western Slope BBQ Cook -Off to the
proposed event, additional funding would also come from the Destination Marketing budget
of the ACRA
# Funding is recommended for an event to be planned for in 2012, not 2011 as proposed.
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In Attachment A, the documentation from the recommended ideas is provided. Attachment B
contains the remaining documentation provided to the group by idea proposers. In discussing the
ideas we wanted to recommend that Council provide funding to, the following was concluded about
the ideas we want to support:
American Junior Golf Association Tournament: $7,500 We want this
tournament to continue at the Aspen golf course and due to the loss of sponsorship dollars, we
are concerned about the viability of the event without City sponsorship.
Aspen EcoFest: $5,000 This second year event is proposed to move into town from
Buttermilk. Despite the event's schedule and weather last year it was a successful event and we
wanted to support its move into town — now scheduled for June 3`d — 5th.
Aspen Tuesday Block Party: Pending The event as proposed would be a
weekly "block party" held on the Hopkins block between Galena and Hunter. It would feature
live music and refreshments with proceeds going to a local charity. The Committee asked the
event sponsor to return with some alternative ideas — including perhaps reducing the event to
once a month, consider other locations, how to hold it in conjunction with other events, and how
to create a more amenable space for participants.
Ouiznos Pro Challenge Bike Race: Council We are generally supportive of this
signature event and simply passed onto Council the determination of a final allocation for
support of the event.
Search Party: Pending The event as proposed is a community art project, asking
locals and visitors to decipher clues in a geocaching adventure using digital imagery to document
their quest in search of a party. It was proposed to start on April ls` and conclude on May 291h
We have asked the sponsor to re -visit the idea, looking instead to a series of 3-day weekend
events that could coincide with other events/special times in the community. For instance, one
Search Party could coincide with the last weekend of skiing, asking participants to move about
the ski mountains in search of their clues. Another possible idea is to partner a Search Party with
the local art galleries and move participants from gallery to gallery in search of their clues and
towards a final destination. Other ideas would partner with bike races, running events, the
turning of leaf color, etc. We would recommend funding at a much lower amount if the sponsor
returns with viable ideas that we are comfortable recommending to Council for.
Challenge Aspen 8th Annual Vince Gill/Amy Grant Golf Classic: $10,000
Funding was awarded last year to this event and we are supportive of helping the event
bridge the loss of a major sponsor. We recommend that the funding for this sponsorship come from
the Parks and Open Space Fund, as the event showcases the golf course.
Big Aspen BBO Block Party: $15,000 Last year's event was also given funding
from the stimulus allocation and was considered a success. We believe this request should be
granted from ACRA's additional funding (as the Winterskol/Soupskol, Outside in Aspen, and 12
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Days of Christmas is funded). Our conversations regarding this event led us to recommend an
additional award of $15,000 from the General Fund in return for expanding the event to include a
Western Slope BBQ Cook -Off. This would allow local restaurants and regional BBQ chefs to
compete for recognition of "Best Regional BBQ." The event would be judged by the Big Aspen
BBQ Block Party chefs, perhaps with the "winner" being allocated space at the event. Details are
still being worked out with the event's sponsor.
Aspen International Mountain Forum: $10,000 This event is proposed as a
symposium to discuss important issues that mountain cities face. Recently the City of Aspen
became the first U.S. government to join the United Nation's Mountain Partnership, composed of
50 countries, 16 intergovernmental organizations and over 100 major non -governmental
organizations. Because Aspen is the first U.S. member, the Mountain Partnership is interested in
hosting a symposium in Aspen. Such an event anticipates 1200 — 1500 participants, with 500
out-of-town visitors. Thought of as being scheduled for September of 2011, we believe the event
would be better served by targeting the next year for its schedule.
Backuround:
The City Manager's Office asked the review committee participants from last year if they would
again offer their service in reviewing the proposals, and most of them were able to be of service
again. That group of people has included on various occasions the following:
Steve Barwick Don Taylor Nancy Lesley
Bill Dinsmore Julia Thiesen Don Sheeley
Derek Johnson Barry Crook Torre
As was the case last year, the following guided our review of the applications and our
recommendations:
What should come across is a manifestation of our community ethics — the Aspen idea
body and spirit, and our commitment to environmental stewardship.
`Purpose/Measures of Success:
➢ We want to measure our success by securing some kind of return on the investment of these
public dollars:
✓ Business activity is increased sufficiently to offset the expenditure of these funds —
tax revenues are up as a result of increased economic activity
✓ Jobs in the community are created or hours increased
✓ Occupancies increase through promotions or increased events and this drives business
to restaurants and retailers
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➢ Events that add value to a visitor's Aspen experience — even when they are not a destination event
in and of themselves — were also considered for funding. We want to either draw visitors with our
event funding, or add to their experience such that they want to come back to Aspen again and
again.
Reauest of Council:
Review our recommendations and make your own determination about the use of the
stimulus funds
2. If you concur, direct staff to begin to draw up agreements with the entities recommended for
funding, to include the outcomes that the city's funding will purchase and circumstances that
will trigger the release of city funds to the recipients — including oversight, audit, and
"clawback" provisions for the recovery of city funds when the contracted for outcomes are
not achieved — and how any "profits" are to be distributed, including provisions for the
recovery of city funding if such excess fund balances are created by the event.
Many of the group members are expected to be at the worksession to answer your questions, as are
some of the idea proposers.
Attachments:
Attachment A: Documentation provided by our recommended funding recipients
Attachment B: Documentation provided by all other idea proposers
Page 5
Attachment A
Mining for Ideas 2011— Proposals Submitted
Recommended for Funding
Table of Contents
➢ American Junior Golf Association Tournament
➢ Aspen EcoFest
➢ Aspen Tuesday Block Party
➢ Quiznos Pro Challenge Bike Race
➢ Search Party
➢ Challenge Aspen 8th Annual Vince Gill/Amy Grant Golf
Classic
➢ Big Aspen BBQ Block Party
➢ Aspen International Mountain Forum
American Junior Golf Association
Tournament
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Question
Value
Reference #
5978371
Status
Complete
You name and contact information.
Alden Richards/Executive Director/Aspen Junior Golf
Foundation 970.948.7455
1. Please explain your proposal. If it is
an event -- what is it, when will it be,
where will it take place, how many
participants do you hope to draw, etc?
Also, please include your estimates of
the number of participants, number of
out-of-town participants, number of
"bring
AJGA(American Junior Golf Association)Golf Tournament in
people each participant will with
Aspen. 1. Held the first week of June each year. 2. 2011 date
them" to town to participate in the
TBD. 3. 99 participants expected plus parents. 4. Held each
event and the number of room nights
year at the Aspen Golf Club.
you expect your event to produce.You
can leave your answers in the fields
below, or you can scroll to the bottom
and upload your proposal packet.
Please make sure any uploaded
proposals contain all information
requested on this form.
Since the AJGA hes bee coming to Aspen, here is what it has
contributed to the local economy. 1. Where we have been:
1990 — 2009 (event not held 2003-2006) 2,900: Number of
2. How would your proposal increase
junior golfers who have participated in the AJGA event in
visition? Enhance the vistor's
Aspen since 1990. 2. 7,250: Estimated total number of junior
experience in Aspen? Showcase Aspen
golfers and their families who have come to Aspen for the
to the outside world? Help local
AJGA events (2,900 x 1.5 family members) 3. $1.875 million:
business?
Total economic impact on the local area since 1990 ($125,000
average annual economic impact) 4. 2,175: estimated amount
of college golf scholarships dedicated to junior golfers who
participated in this event (75% of 2,900 junior golfers)
3. What is your marketing approach?
We market it through the AJGA webpage(nationwide)our own
Outline what kind of media exposure
Aspen Junior Golf website. National magazines and
you anticipate to generate and how.
publications etc. Event week it is covered in local papers,
Denver papers and national press releases.
The proforma is to large to send today. I can send it over this
4. What is the total budget for your
Week. Breakeven cost to the city is $15,000. Aspen Junior
event/idea? (Revenue by source,
Golf has brought in sponsors every year the event has been in
expenditures by use -- please present
Aspen. We do not have a sponsor this year and are seeking
in a proforma format.) How much City
City sponsorship for the prestigious junior golf event.
money are you seeking? What will the
Expecations for 2011. History of 2010. 1. 99: Number of junior
City money be used for? How soon do
golfers participating in the 2011 Junior All -Star at Aspen 2.
you need it?
250: Total number of estimated travelers for 2011 event 3. 300:
Estimated number of rooms nights brought by the event in
2010 4. $38,700: Estimated monies spent on hotel room nights
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during 2010 event (300 room nights x $129 a night) 5. $36,000:
Estimated monies spent on food during the 2010 event (250
travelers x $30 / day = $7,500 x 4 days = $30,000) 6. $6,000:
Estimated monies spent on car rentals during the 2010 event.
7. $185,400: Total estimated economic impact on Aspen during
2010 event (Total direct spending of $92,700 x Regional
Multiplier of 2)
5. Are you proposing to
I have managed the event since inception and will continue to
manage/shepherd the creation of this
do so if funding is available. Aspen Junior Golfs stake is
event or idea, or do you intend for
helping junior golf grow, exposing junior's and parents to this
someone else to do it? What is your
great city and to help the city economic's during a slow period
"stake" in making this happen?
each year.
6. Is your event a "for profit" event or
a "not for profit" event or concept?
What happens if the event or idea is
not successful and doesn't recoup the
money your budget assumes it will
Not for profit. The has been successful since 1990.
make? Who bears the risk of failure?
Who reaps the reward of being more
successful than you anticipate?
7. What do you want/need from others
in order to make your idea/event
happen and make it successful? Have
The Aspen Golf Club and staff are a big reason this events
you had discussions yet about
partnerships/help? If you are the event
happens each year. Their continued support is necessary in
organizer, please indicate your
order to make this the successful event that it has become.
experience in producing events of this
They are the event's biggest asset along with sponsorship.
type and describe how successful those
events have been.
8. If your event or concept is intended
to "live beyond a year," what plans do
you have to create long-standing
If I can find a sponsor as I have it the past, this event will
sponsorships so that the City stimulus
always remain here in Aspen. It has a lot of history and I hope
money is not required every year to
it continues on.
keep it going?
If you like, you can upload any
supplemental items here. Files up to
20MB are acceptable.
If you like, you can upload a file
responding to the questions above
here. Files up to 20MB should work.
Date
2011-01-10 14:16:56
Start Time
2011-01-10 13:18:30
Finish Time
2011-01-10 14:16:56
Duration
58m 26s
User
207.200.116.66
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Aspen Eco Fest
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Question
Value
Reference #
5977309
Status
Complete
You name and contact information.
shae singer Aspen Eco Fest Shae@AspenEcoFest.com
1. Please explain your proposal. If it is
an event -- what is it, when will it be,
where will it take place, how many
participants do you hope to draw, etc?
Also, please include your estimates of
the number of participants, number of
out-of-town participants, number of
last year we had about 1200 people over two days. We also
people each participant will "bring with
had 3 feet of snow each day and this was primarily an outside
them" to town to participate in the
event We anticipate more attendees by moving to Aspen
event and the number of room nights
proper and moving the date to the first weekend of June when
you expect your event to produce.You
the weather is usually better
can leave your answers in the fields
below, or you can scroll to the bottom
and upload your proposal packet. Please
make sure any uploaded proposals
contain all information requested on this
form.
This event is really the only one of it's kind that blends
lifestyle business and the environment in a manner that
2. How would your proposal increase
reaches every walk of life. Since the event is primarily free
visition? Enhance the vistor's
everyone can attend. It is held at the very Beginning of June
experience in Aspen? Showcase Aspen
when the western slope and roaring fork valley is hungry for
to the outside world? Help local
activity. Since it is still "slow season" this event will bring the
business?
curious and returning visitors. Being an outside event with
activity at the wheeler people will be strolling thru town all
weekend looking, shopping and eating.
Aspen Eco Fest is really an umbrella for several events within
the event. Each aspect will promote differently. For
Environmental Art show we use Colorado Artist tour email
blast, REd BRick will send to all Colorado schools and their
3. What is your marketing approach?
extensive email list. We are partnering with Aspen Tree for
education programs and will use their mailings, entails and
Outline what kind of media exposure
web site. Martin from Pyramid Cafe is organizing the Healthy
you anticipate to generate and how.
food aspect and talks and he has extensive contacts thru out
the world. We will also be advertising in newspaper, radio,
chambers thru out state, radio and television... to say nothing
of posters and last years participants and attendees. We
provide web links to all sponsors, hotels and vendors
4. What is the total budget for your
We are seeking $5000 from the city of Aspen as well as use
event/idea? (Revenue by source,
of the Wheeler. Is has already been reserved. The money will
expenditures by use -- please present in
be used for advertising and marketing Aspen and Aspen Eco
a proforma format.) How much City
Fest as well as organizational fees. As soon as any money is
money are you seeking? What will the
received we will begin to promote and advertise the event.
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City money be used for? How soon do
you need it?
Last year all money was raised by the vendors application
fees and small donations in kind by radio, newspaper and
various private sources. The Green tie Ball was paid by
tickets to the dinner and fashion show. We only spent what
we had. Money raised by those fees was what defined the size
and promotion of the event.
The Aspen Eco Fest idea was conceived by Jackie Francis
Tyler and myself after we both worked for several years with
ARE day. We wanted to create a primarily free event that
reached people who were concerned and open to learning
about the environment and sustainable life styles as well as to
5. Are you proposing to
some each and educate those who might not normally attend
manage/shepherd the creation of this
and "eco " event. That is why we created a market place with
event or idea, or do you intend for
only remade, reused, handmade, organic and sustainable item
someone else to do it? What is your
for sale. All booths and vendors had to be able to sell pr give
"stake" in making this happen?
away product so that attendees walked away with something
other than a piece of paper with information. We want people
to learn that they can make a difference in the world by what
they purchase and what they purchase can be as good or
better when it is made with a conscious effort to promote
Last year we were a for profit event because we wanted to
prove you could operate a free enterprise event and still be
eco conscious. We were successful and actually have about
6. Is your event a "for profit" event or a
$500 in the bank. It was very hard because no one could
"not for profit" event or concept? What
actually donate or give money for tax purposes and that
happens if the event or idea is not
limited us with funds. A few people donated items in kind like
successful and doesn't recoup the
tents and one person paid for a band. This year we have a 501
money your budget assumes it will
C3 so we can receive money more easily and grow the event
make? Who bears the risk of failure?
beyond what the vending booths bring in. If we are more
Who reaps the reward of being more
successful, that would mean more people attend and the city
successful than you anticipate?
as well as vendors would reap the reward in the form of sales
and taxes. The event is only as successful as the amount of
people who come and purchase and participate. Based on last
year with horrible weather and being out at Buttermilk,and
we still had great success, it is hard to imagine this could fail.
7. What do you want/need from others
in order to make your idea/event
we would like to have the city county and entities like cleer
happen and make it successful? Have
and core behind us with sponsorship and support. The media
you had discussions yet about
is already offering discounts to promote and various groups
partnerships/help? If you are the event
and vendors who worked with us last year are excited to help
organizer, please indicate your
again this year. Staff help at the Wheeler, and finding and
experience in producing events of this
additional staff help would be welcome. Money of course it
type and describe how successful those
the biggest need.
events have been.
8. If your event or concept is intended
This is the second year for Aspen Eco Fest. It is our hope that
to "live beyond a year," what plans do
it will continue to grow and with City stimulus funding and
you have to create long-standing
the 501 C3 this year, we can solicit long term sponsorship and
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secure locations for following years ... It is our hope and dream
sponsorships so that the City stimulus
that this becomes a standard for like Food and Wine or Jazz
money is not required every year to
Fest. We want it to bring all walks of people to our town to
keep it going?
enjoy the event and stay for the mountains, businesses and
community.
If you like, you can upload any
supplemental items here. Files up to
aspen eco felt mining for ideas.pdf (46k)
20MB are acceptable.
If you like, you can upload a file
responding to the questions above here.
Files up to 20MB should work.
Date
2011-01-09 19:55:08
Start zme
2011-01-0919:21:46
Finish Time
2011-01-09 19:55:08
Duration
33m 22s
User
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3 of 1/11/2011 11:45 AM
Aspen Eco Fest
Blending Lifestyle, Business and the Environment
June 3-5 2011 Downtown Aspen
wwwAspenEcoFest.com
In order to ask for funds from this years mining for ideas program, it is
important to let you know what Aspen Eco Fest was all about last year, and
what we accomplished without sponsorship or grant funds from City,
County or State last year.
Last years event was a labor of love and we learned a lot. We have now
aligned ourselves with a non-profit to have 501 C3 status which will enable
us to receive grant money and donations.
Last year saw the first and very successful Aspen Eco Fest. It was held at
the Buttermilk parking lot and inside The Inn at Aspen.
We had several areas of activity:
-outside over 60 eco vendors, demonstrations and information booths
- Live bands playing over the 2 day period
- canine fashion show- we donated all money to shelter
- roundtable discussions on many environmental and home improvement
topics, what the county and state are doing, and green investing
- we created the first Environmental art show by partnering with the Red
Brick council on the arts and received over 165 entries from all over the
State- we donated back all money made from this portion of the event to
the Red Brick Art Council
- we staged the first ever Green Tie Ball and Fashion show with creative
remade, reused and organic clothing modeled with professionals and
local celebrities
- A mini Taste of Aspen provided the food from valley wide chefs and
sustainable farms for the Green Tie Ball
- We held an eco swap meet and donated all proceeds to habitat for
Humanity
Aspen Eco Fest
Blending Lifestyle, Business and the Environment
June 3-5 2011 Downtown Aspen
wwwAspenEcoFest.com
- we had a certified drop off for all electronic items for recycle purposes
- provided beds for heads in the off season for many vendors, families and
visitors by holding an event during the slower shoulder season
Aspen Eco Feat is an event that focuses on the western slope of
Colorado, reaching people thru media, posters, schools, mailings and
word of mouth.
This year brings great opportunity for Aspen Eco Fest to grow. We are
moving to Downtown Aspen from the Buttermilk area. The date has moved
to the beginning of June to insure better weather and easier arrival into
Aspen while still taking place during the shoulder season.
We have secured the Wheeler Opera House for the event and are in process
of determining where the vendor booths will be located.
This year we also have a 501 C3 partnership so we can easier accept
donations and grants.
The overview for Aspen Eco Fest THIS year is as follows:
Vendors - all items must be for sale and be remade, recycled, organic or
handmade, vendors will be required to pay sales tax and have a City of
Aspen business license
Healthy Food- This year we have a new focus with healthy food topics and
talks to be held in the Wheeler with world renowned speakers and chefs
Taste of Aspen- Foods provided by local chefs, restaurants and visiting
experts on sustainability, organic and healthy diet will be displayed and
Aspen Eco Fest
Blending Lifestyle, Business and the Environment
June 3-5 2011 Downtown Aspen
wwwAspenEcoFest.com
sold. This will add some excitement as many restaurants will still be closed
for off season. Visitors will be able to sample and purchase sustainable
and locally grown offerings
Green tie Ball and Fashion show- will be bigger than ever and promises to
be fun and exciting with clothing and models from all over the state as well
as our "local' celebs. Think clothes made from rubber tires, pop tops,
plastic bags, exercise balls as well as organic and remade items
Environmental Art Show and Contest- The Red Brick council for the Arts
has agreed to partner with us again this year. We will be sending
applications to Schools all over the western slope and the Thrift shop has
donated $5000 to the council for cash prizes to keep art programs in
schools. Professional entries will also be accepted again this year from all
over the State.
The art will be displayed thru out downtown at participating businesses
The venue at the Wheeler will have various talks, fashion show, film and we
are even looking at a live environmental and introspective and spiritual
musical created and produced by a local artist.
Why do we need money from you? While we met the challenge last year, it
was extremely difficult and was funded primarily out of pocket. The event is
self sustaining in that the fees from vendors covers some cost however to
grow and promote- additional grants and corporate sponsors are needed.
The 501 C3 will help and so could you!
Aspen Eco Fest
Blending Lifestyle, Business and the Environment
June 3-5 2011 Downtown Aspen
wwwAspenEcoFest.com
We are asking for $5000 to help kick start the event this year. The money
will be used for advertising and promotion as well as organizational
expense. It will ensure that we get off to a good start to bringing vendors
and speakers to Aspen for this event.
We believe bringing this event into Aspen proper will promote revenue for
the City, in the form of taxes, business licenses, heads in beds during a
shoulder season and visitors shopping not just at our event but thru out
the City at many restaurants and businesses just coming out of the slow
season.
At a time when many of the "ECO" events charge people high ticket cost
to attend we hope keep Aspen Eco Fast primarily free and open to the
public.
Depending on money raised and donations, we might be required to sell
inexpensive tickets to Wheeler events (if we are charged for it) but will keep
it at a price that just covers the expense.
I look forward to responding to questions and thoughts you might have for
Aspen Eco Fast.
Thank you for your time and consideration this year.
Sincerely,
Shae
Shae Singer- producer
Aspen Eco Feat
970-948-7423
www.AspenEcoFest.com
Aspen Eco Fest
Blending Lifestyle, Business and the Environment
June 3-5 2011 Downtown Aspen
wwwAspenEcoFest.com
Aspen Tuesday Block Party
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Question
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Reference #
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Status
Complete
Kevin Patrick Dunlevy,
You name and contact information.
845-321-3193,
kevin.dunlevy@gmail.com
1. Please explain your proposal. If it is an event -- what is it, when will
it be, where will it take place, how many participants do you hope to
draw, etc? Also, please include your estimates of the number of
participants, number of out-of-town participants, number of people
each participant will "bring with them" to town to participate in the
event and the number of room nights you expect your event to
produce.You can leave your answers in the fields below, or you can
scroll to the bottom and upload your proposal packet. Please make sure
any uploaded proposals contain all information requested on this form.
2. How would your proposal increase visition? Enhance the vistor's
experience in Aspen? Showcase Aspen to the outside world? Help local
business?
3. What is your marketing approach? Outline what kind of media
exposure you anticipate to generate and how.
4. What is the total budget for your event/idea? (Revenue by source,
expenditures by use -- please present in a proforma format.) How much
City money are you seeking? What will the City money be used for?
How soon do you need it?
5. Are you proposing to manage/shepherd the creation of this event or
idea, or do you intend for someone else to do it? What is your "stake" in
making this happen?
6. Is your event a "for profit" event or a "not for profit" event or
concept? What happens if the event or idea is not successful and doesn't
recoup the money your budget assumes it will make? Who bears the
risk of failure? Who reaps the reward of being more successful than you
anticipate?
7. What do you want/need from others in order to make your idea/event
happen and make it successful? Have you had discussions yet about
partnerships/help? If you are the event organizer, please indicate your
experience in producing events of this type and describe how successful
those events have been.
8. If your event or concept is intended to "live beyond a year," what
plans do you have to create long-standing sponsorships so that the City
stimulus money is not required every year to keep it going?
If you like, you can upload any supplemental items here. Files up to
Block Party Event Revenues
& Expenses.pdf (27k)
20MB are acceptable.
, you can upload a file responding to the questions above
FhereF�iup to 20MB should work.
Block Party "Mining Aspe
For Ideas" Application.pdf
71k
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Date
2011-01-07 17:03:40
Start lime
2011-01-07 17:02:19
Finish Time
2011-01-07 17:03:40
Duration
1 m 21 s
User
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OS
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Kevin Patrick Dunlevy
Aspen Tuesday Night Block Party
Friday, January 7, 2011
1. Please explain your proposal. If it is an event -- what is it, when will it be, where will it take
place, how many participants do you hope to draw, etc?
Also, please include your estimates of the number of participants, number of out-of-town
participants, number of people each participant will "bring with them" to town to participate in
the event and the number of room nights you expect your event to produce.
We hope for the Aspen Tuesday Night Block Party to become a regular, Tuesday -evening social
event for the public in downtown Aspen. Intended as a simple after -work event to bring people
together and keep them outside and in downtown Aspen, our event will feature live musical
entertainment as well as limited quantifies of water and juice, local beer, and wine. It will take
place on Hopkins Avenue between Hunter and Galena Streets from 5:00-7:30pm on Tuesday
evenings. We hope to draw 200-400 attendees weekly, a mix of both locals and visitors. All
proceeds will be donated to a local charity.
I brought this proposal to the city last summer, but thought of it too late to execute it well. By
creating a planning committee and working on it over the winter, we hope to hold the event
throughout the summer season.
2. How would your proposal increase visition? Enhance the vistor's experience in Aspen?
Showcase Aspen to the outside world? Help local business?
The Aspen Tuesday Night Block party will be a safe, fun, controlled event, for a charitable
cause, that will showcase the sense of community in Aspen. It will not necessarily draw far-
away visitors as an event, but will be a great way for those visitors that are here to meet and
socialize with locals as well as improve the quality of their stay. Local businesses, through event
sponsorships (i.e. logo placement on event material) and potential special deals for event
attendees, should see added traffic from the event.
3. What is your marketing approach? Outline what kind of media exposure you anticipate to
generate and how.
We plan to utilize many different media outlets to publicize the event, including P1umTV,
locally -managed websites such as Aspen Skollie, Facebook and Twitter, local magazines and
newspapers, and flyers distributed to local businesses. We plan to market the event as a fun,
family -oriented social event to gather people together.
4. What is the total budget for your event/idea? (Revenue by source, expenditures by use --
please present in a proforma format.) How much City money are you seeking? What will the City
money be used for? How soon do you need it?
Please se the attached spreadsheet for an outline of each event's expected expenses and revenues.
City of Aspen stimulus money will help tremendously in allowing us to hold initial events
without sponsorship money (if we are unable to solicit sponsors without a proven event) as well
as cover smaller initial costs such as the printing of flyers. Any City money would be hugely
beneficial, perhaps enough to cover all fixed costs for the first two weeks. We hope to hold the
first event in early July.
5. Are you proposing to manage/shepherd the creation of this event or idea, or do you intend for
someone else to do it? What is your "stake" in making this happen?
I plan to serve as the principle event manager for this event, but will create a committee to help
handle certain event -planning responsibilities and collaborate to improve the quality of the event.
My "stake" is simply that I think it would be a great event to organize and a fun way to raise
money for a local charity and showcase the sense of community of Aspen.
6. Is your event a 'for profit" event or a "not for profit" event or concept? What happens if the
event or idea is not successful and doesn't recoup the money your budget assumes it will make?
Who bears the risk offailure? Who reaps the reward of being more successful than you
anticipate?
This event will be not for profit. All proceeds will be donated to a local charity, to be
determined later. We plan to solicit event sponsorships from local restaurants and businesses to
cover certain fixed costs (i.e. portable toilets, parking -space buyouts, security, etc.) so that 100%
of all moneys obtained at the event will be donated to our charity of choice. Under this plan, the
sponsors essentially bear the risk of failure, and our charity reaps all rewards for success.
7. What do you want/need from others in order to make your idea/event happen and make it
successful? Have you had discussions yet about partnerships/help? If you are the event
organizer, please indicate your experience in producing events of this type and describe how
successful those events have been.
One very important step is our partnership with a local charity (we haven't really opened
discussions yet, but the charity will likely be the Buddy Program, AVSC, or something similar).
We must also solicit sponsorships from local businesses to help cover the fixed costs of the
event. I have spoken with all neighboring residents and business (those in the area of Hopkins
Avenue between Hunter and Galena) and all are very supportive.
I am a first-time event planner, but have valuable restaurant experience and extensive contacts in
the Aspen -area event planning industry to turn to for advice. My dad also has considerable
experience organizing a 20 years -running bicycle ride for charity, and is a great resource for
planning and executing a successful event of similar aim.
8. If your event or concept is intended to "live beyond a year, " what plans do you have to create
long-standing sponsorships so that the City stimulus money is not required every year to keep it
going?
Ideally, the partnerships that we create with local business (and the sponsorships that we solicit)
will allow the event to continue indefinitely. City stimulus money will help tremendously in
allowing us to hold initial events without sponsorship money as well as cover smaller initial
costs such as the printing of flyers.
Aspen Tuesday Block Party Revenues & Expenses
Revenues
Expected Attendance: 300
Estimated % over 21 (Paying): 75%
Average Expenditure Per Attendee: $12
Total Attendance Revenues: $2,700
Expected Sponsorships:
10
Contribution Per Sponsorship:
$200
Total Sponsorship Revenue:
$2,000
Total Event Revenue (Per Event):
$4,700
Expenses
Aspen Brewery (Setup):
$50
Aspen Brewery (Per Keg):
$150
Estimated Number of Kegs:
3
Total Aspen Brewery Expense:
$500
Wine (Setup): $200
Wine (Per Bottle): $5
Estimated Number of Bottles: 40
Total Wine Expense: $400
Private Security (Each): $100
Number of Security Personnel: 4
Total Security Expense: $400
Portable Toilet (Standard):
$100
Portable Toilet (Handicap Accessible):
$125
Portable Toilet (Delivery/Removal):
$100
Total Portable Toilet Expense:
$325
Tabbed Bracelet (Each): $0.54
Number of Bracelets: 400
Total Bracelet Expense: $216
Total Entertainment Expense: $300
Parking Reservation (Per Space): $25
Number of Spaces Occupied: $22
Total Parking Expense: $550
Total Event Expenses (Per Event): $2,691
Total Contribution to Charity: $2,009
Contribution as % of Revenue: 43%
Quiznos Pro Challenge Bike Race
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Question
Value
Reference #
5975703
Status
Complete
You name and contact information.
Deric Gunshot; dgunshor@aspensnowmass.com; 970.300.7036
1. Please explain your proposal. If
it is an event -- what is it, when will
it be, where will it take place, how
many participants do you hope to
draw, etc? Also, please include
The City of Aspen will host the second stage of the Quiznos Pro
your estimates of the number of
Challenge Bike Race on Wednesday, August 24, 2011. This stage
participants, number of out-of-town
of the race will head into Aspen from Independence Pass and
participants, number of people each
finish on Main Street in front of Paepke Park. Given the
participant will "bring with them"
magnitude of this event and the caliber of professional cyclist
to town to participate in the event
participating we expect to draw thousands of spectators from out
and the number of room nights you
of town in addition to having the support of local residents. The
expect your event to produce.You
race will include approximately 125 riders from the top teams in
can leave your answers in the fields
the world with traveling entourages. This race will bring thousands
below, or you can scroll to the
of spectators to Aspen.
bottom and upload your proposal
packet. Please make sure any
uploaded proposals contain all
information requested on this form.
This event will help highlight the City of Aspen as not only an
exceptional destination for cycling but also countless other
summer activities. Having an event of this magnitude will allow
visitors to not only experience world class cycling but also
showcase our community at its best. Given the volume of visitors
we expect local business to be buzzing during the event but also
hope to use this event as a springboard for elevating summer
2. How would your proposal
business in general due to increased visitorship in the future.
increase visition? Enhance the
While the bike race will only be in town for one day we intend to
vistor's experience in Aspen?
use it as a cornerstone for events throughout the week to draw
Showcase Aspen to the outside
even more visitors. We are also working to create a weeklong
world? Help local business?
series of events, starting with the Komen Foundations' Ride for
the Cure, a Professional Women's 3 day race prior to and day of
the event, and culminating with the Aspen BBQ, Aspen
Backcountry Marathon and the Four Mountain — Mountain Bike
Race. By taking advantage of the international exposure we'd like
to increase participation in these events before and after the QPC.
The media coverage and exposure associated with the race will
showcase Aspen and attract business.
We intend to utilize all available media outlets to promote this
3. What is your marketing
event including, but not limited to; local news papers, social
approach? Outline what kind of
networking and outdoor publications. Also, as this race is only one
media exposure you anticipate to
stage of the Quiznos Pro Challenge, so additional marketing will
generate and how.
be done on our behalf by the other host cities and sponsors
involved. As this race will attract world -class athletes, media
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coverage will span nationally via local broadcasts, national news,
sports specific outlets and daily live race coverage. Additionally,
international media will be present to follow the performance of
their local athletes. The live domestic and international race
broadcast coverage will bring Aspen media exposure that can not
be generated through any other channels.
4. What is the total budget for your
event/idea? (Revenue by source,
The total budget for hosting this event is $185,000. We are seeking
expenditures by use -- please
$60,000 in funding. This event will be receiving $50,000 in
present in a proforma format.) How
Destination Marketing funds from ACRA and the other $70,000
much City money are you seeking?
from sponsorships, local donations and fundraising events. All of
What will the City money be used
the monies will go towards direct costs of putting on this event.
for? How soon do you need it?
The Quiznos Pro Challenge is managed by Medalist Sports Inc., a
sports management company in Georgia. Each host -city reports to
5. Are you proposing to
and works in conjunction with them to ensure the success of the
manage/shepherd the creation of
overall event. Our responsibility lies directly in the success of our
this event or idea, or do you intend
'stage' of the race; however, as each stage is part of the larger
for someone else to do it? What is
Quiznos Pro Challenge our success/failure reflects on every host
your "stake" in making this
city and ultimately the Challenge as an event. Deric Gunshot of
happen?
the Aspen Skiing Company and Nancy Lesley of the City of
Aspen are the Aspen Chair people for this event with an
organizing committee of community members.
The Quizno's Pro Challenge is a for profit event however the
6. Is your event a "for profit" event
Aspen Organizing Committee is a not for profit. Though we do not
or a "not for profit" event or
anticipate the failure of this event, the risk falls on the shoulders
concept? What happens if the
of each host city and Medalist Sports Inc. If we are more
event or idea is not successful and
successful than we anticipate the entire community reaps the
doesn't recoup the money your
rewards in increased visitorship and favorable media coverage.
budget assumes it will make? Who
The City, Aspen Skiing Company and the ACRA are creating a
bears the risk of failure? Who reaps
not for profit for this event. Any additional funds left over after all
the reward of being more
expenses related to this event are met, will be used to secure
successful than you anticipate?
future year stages of QPC and potentially donated to an existing
non-profit.
7. What do you want/need from
others in order to make your
idea/event happen and make it
successful? Have you had
The cooperation of the entire commit nit is vital to the success of
discussions yet about
this event especially the City of Aspen, Aspen Chamber Resort
partnerships/help? If you are the
Association and Aspen Skiing Company. Each entity involved in
event organizer, please indicate
the organization of this race has tremendous experience in
your experience in producing
producing similar caliber events (World Cup, Winter X Games,
events of this type and describe
Food & Wine, Fourth of July, Criterium).
how successful those events have
been.
8. If your event or concept is
As the Quiznos Pro Challenge builds a tradition for hosting top
intended to "live beyond a year,"
athletes on an incredible and unique course through the Colorado
what plans do you have to create
Rockies we anticipate an increase in fundraising through a variety
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of channels including sponsorship, donations, and ancillary events.
long-standing sponsorships so that
Medalist Sports has provided examples of other host cities of
the City stimulus money is not
similar races that have created profitable local operations. The
required every year to keep it
desire to be associated with not only the caliber of athletes being
going?
attracted to the event but also the local and broader community
supporting it will shine through in terms of fundraising.
If you like, you can upload any
supplemental items here. Files up to
20MB are acceptable.
If you like, you can upload a file
responding to the questions above
here. Files up to 20MB should
work.
Date
2011-01-07 16:08:12
Start Time
2011-01-07 11:59:42
Finish Time
2011-01-07 16:08:12
Duration
248m 30s
User
173.160.45.241
Browser
IE 8
OS
Windows
Referrer
ham://www.aspenpitkin.com/
1 nf04 1/11/2011 11:43 AM
EXAMPLE OF POSSIBLE CLUES
1. Go to Parallel 15, a local coffee shop, with your own mug for a cup of
organic coffee for $0.50. Pick up a specially marked business card and on
the wall is another clue to another cache.
2. Find the sculpture made of nails in Aspen. Use a compass heading of 318'
to find the staircase, which from 5:00 to 6:00 and 9:00 to 10:00 has half
priced food and drink. Officials highly recommend the skirt steak or red
snapper, and the raspberry margaritas.
3. At the summit of Aspen Highlands Bowl is a box with cards. Please take
one. The lifts at Aspen Highlands will be running on Saturday and from
11:OOam-1:OOpm an official will be at the box giving out a set of additional
clues.
4. There is a box of cards at the top of the Aspen Gondola. There is cache
placed somewhere in Aspen that tells you when the gondola will be
running.
5. There is a special marker placed at Maroon Lakes. Please take a digital
photograph of your team. If the team member who takes the photograph
then takes a self-portrait after shooting the team photograph the team will
receive triple credit for this cache.
6. Find Jerome Wheeler's gift to the city and ask for "A ticket to number —
please." " " is the amount the city purchased the building for in 1918.
If your number is correct you will receive something. Remember to say
"Thank you". (The number is $1155 and on the Wheeler's website.)
7. There is a cache at 39°03'07.50" N 106°35'30.45" W. Elevation 3841
meters. Please photograph your team at that location. Extra credit for
taking a 360 degree panorama at this location. To receive credit you must
submit your team backcountry trip plan to officials prior to locating cache.
(This last clue is for the mesa on the center ridge of Grizzly Cirque)
CLOSING NOTE
At this point this is only an idea. It is a large crazy idea that everyone who has
heard about it thinks it sounds like fun. The ideal list of title sponsors begins with
The City of Aspen.
Additionally, the Aspen Chamber Resort Association would seem to be a natural
fit as well as the Aspen Skiing Company, this event will require their cooperation
at a minimum.
Search Party was initially born as a backcountry scavenger hunt a couple of years
ago when I first moved to the valley. Two years ago I pitched the idea to a variety
of entities including the US Forest Service, Aspen Chamber Resort Association,
Aspen Skiing Company, Mountain Gazette, Backcountry Magazine, and New
Belgium Brewery. The event received a unanimously positively reception, albeit
without any financial commitments. I have yet to reconnect with any of those
contacts.
This morning I spoke with Nat Ross, North American Director of Sales and
Marketing for fi'zi:k. Fi'zi:k makes bicycling saddles and accessories and after our
initial conversation he has pledged to offer his company's support to any local
retailers at a minimum. Nat also puts on the 12 Hours of Snowmass in September
and works as a consultant for Crank Brothers, maker of cycling pedals and
accessories. He felt confidant Crank Brothers would offer their support as well.
The message with this event to everyone is "Thank you, we appreciate you so
much we would like to throw you a party but we are not going to tell you just
where it is. You are going to have to use your mind, body, and spirit to search for
it. We hope you have fun on your adventure, see you at the party."
Who am I? My name is Brian Howard. 1 am an artist and ski bum. Currently
employed by Four Mountain Sports in the Aspen Highlands Tune Lab. Since
moving to Aspen in 2008 my public artwork has consisted of the winning entry in
last years Wintersculpt, On a rug, Sumo reads "How to Dance" and creating the
Hope Hippo for the Aspen Art Museum.
Before moving to Aspen I spent 17 years in Summit County, Colorado. Initially in
and around Breckenridge, eventually settling in Frisco. During that time my
interests led me to be a public art commissioner, art gallery owner, telemark ski
instructor, mathematics teacher, event and video production and promotion,
carpenter, and ski and bicycle technician.
I have been involved with events in both the artistic and athletic arenas. I find
great joy in creating fun for others.
Search Party is designed to create fun and adventure for participants, promote
community art involvement, encourage economic traffic, raise money for
nonprofits, and bring people into Aspen during one of the slowest times of the
year.
Thank you, for your consideration. 1 would welcome the opportunity to discuss
this idea further. Have a great day.
CONTACT INFORMATION
Brian Howard 970.333.1132 brianhowardartist@gmail.com
Mailing Address: PO Box 3854
Aspen, CO 81612
ANSWERS TO QUESTIONS - Not addressed above
1. Number of participants: 2,000-10,000
Number of out-of-town participants: 500 - 3,000
Number of room nights: 300 -1,000
2. I believe this is covered above.
3. Marketing Approach: utilize local, regional, and nationals media sources,
website and facebook. Media exposure the result of placed advertisements
and most importantly via story placements and social networking. The
story of a community interactive art project makes for a compelling news
item worthy of mention worldwide.
4. Total Budget for Search Party: How big of a party do you want to host?
Primary expenses beyond party will be in website, narrative, permits, and
sponsorship development. How much money am I asking for? $30,000
would allow this idea to go forward immediately, so would $10,000.
S. My "stake" in making this event happen? I am willing to do whatever is
necessary in terms of time and effort to make this art project happen. I
would prefer to manage this art project but am open to handing the project
over to others while still being involved on a creative level.
6. The event is free to participants. Revenues are generated via directing
participants into businesses and encouraging purchases. Best way to
generate funds for non -profits; have a fund raising category that is linked
to how many clues are solved or points earned.
What do I want/need from others? At this point I one person with an idea
for an art project. I welcome any and all help. My discussions regarding
partnerships have been limited to this point. Currently I have the support
of The Mountain Gazette, Backcountry Magazine, Telemark Skier Magazine,
FYzi:k, Crank Brothers, and Cast Interactive.
Based off of past conversations there is confidence in the cooperation on
some level from the US Forest Service, Aspen Skiing Company, and Chris
Anthony Adventures.
8. This art project will hopefully become the highlight of the offseason. The
website will make it easy for the event to live beyond a year. The narrative
can evolve over time to have a permanent search separate from the party.
Brian Howard
Born: Sacramento, CA 1966
Reside: Aspen, CO
Education
• Colorado Mountain College, Breckenridge, Colorado. Ceramics, 2002. Drawing &
Painting, 1998. Photography Workshop, David Hiser 1996. Photography, 1996
• Anderson Ranch, Snowmass Village, Colorado. Metal Casting Workshop,
John T. Scott, 1999.
• Horsin' Around, Chattanooga, Tennessee. Carousel Horse Woodcarving
Bud Ellis, 1997.
• The University of Texas at Austin, Austin, Texas.
Bachelor of Science in Mathematics, 1989.
Employment
2010 - 1997 Artist. Self Employed. Wood Carving, Bronze Sculpture, Video Production
2010 - 2009 Aspen Art Museum. Aspen. CO. Preparator
2010 - 2009 Aspen Skiing Company. Aspen, CO. Ski Tune Technician
2009 - 2008 EcoTrippin. Frisco, CO. Executive Producer, Secondary Camera
2009 - 2008 Aspen Skiing Company. Aspen, CO. Night Cleaner
2008 - 2008 Ajax Bike and Sport. Aspen, CO. Bicycle Technician
2007 - 2007 Unbuild. Frisco, CO. Deconstructionist
2006 - 2004 Tough Guy Productions. Frisco, CO. Chief Financial Officer, Videographer
2006 - 2005 High Trail Sports. Frisco, CO. Bicycle Shop Manager
2005 - 2002 Copper Mountain Ski Resort. Copper Mountain, CO. Telemark Ski Instructor
2004 - 2002 Art Shack, Frisco, CO. Gallery and Workshop, Co-owner and Resident Artist
2004 - 2002 Team Managers Ski, Bike, & Rowing Co. Frisco, CO. Assistant Manager.
2003 - 2002 Colorado Mountain College. Breckenridge, CO. Mathematics Instructor
2003 - 1998 Prism Design. Dillon, CO. Carpenter
1996 - 1994 High Country Designs. Frisco, CO. Furniture Maker
1994 - 1993 Sportstalker. Breckenridge, CO. Repair Shop Manager.
1993 - 1991 Team Managers Ski & Bike Co. Frisco, CO. Bicycle and Ski Technician
1991 - 1990 Western Geophysical. Houston, TX. Seismic Data Processor
Website
www.brianhowardartist.com
telehoward@gmail.com 970.333.1132 PO Box 3854
Aspen, CO 81612
Brian Howard
Event Production
Tough Guy Productions
2006 Kona G24 Sleepless in the Saddle, Grandby, CO.
American leg of a global twenty four hour mountain bike race.
2006 10th Annual U.S. Extreme Telemark Freeskiing Championship, Crested Butte,
CO. Competition, equipment demos, movie showings, and party.
2006 Tahoe Telemark Free Ski Festival, Alpine Meadows, CA, Squaw Valley, CA.
Competitions, equipment demos, movie showings.
2006 Outdoor Retailer Brighton Big Air Demo, Brighton, UT.
On snow demonstration by top telemark skiers to promote sport to industry.
2005 Total Telemark Tour, Loveland, CO, Breckenridge, CO, Alta, UT, Taos, NM,
Durango, CO, Crested Butte, CO.
Free equipment rentals, discounted lessons, and movie showings.
2005 Sessions — TT5 Movie Tour, Global movie showings.
2005 9th Annual U.S. Extreme Telemark Freeskiing Championship, Crested Butte, CO.
Competition, equipment demos, movie showings, and party
2005 Telemark Tele-X and Slopestyle Nationals, Copper Mountain, CO.
Competitions.
2004 Total Telemark Tour, Loveland, CO, Breckenridge, CO, Alta, UT, Jackson Hole, WY,
Taos, NM, Durango, CO, Crested Butte, CO.
Free equipment rentals, discounted lessons, and movie showings.
2004 Incognito — TT4 Movie Tour, North American movie showings.
2004 8th Annual U.S. Extreme Telemark Freeskiing Championship, Crested Butte, CO.
Competition, equipment demos, movie showings, and party.
2004 Telemark Tele-X and Slopestyle Nationals, Copper Mountain, CO.
Competitions.
2003 Core — TT3 Movie Tour, North American movie showings.
Art Shack
2004 Voice Space, Frisco, CO, Breckenridge, CO. Monthly open microphone event.
2003 Artshow, Frisco, CO. Gallery opening.
2003 Voice Space, Frisco & Breckenridge, CO. Monthly open microphone event.
2002 Soapbox, "The ballot issues", Frisco, CO. Current event discussion.
2002 Soapbox, "September 11, 2001", Frisco, CO. Current event discussion.
2003 Voice Space, Frisco & Breckenridge, CO. Monthly open microphone event.
2002 Art Bike, Summit County, CO. Community involvement art project.
2002 Art Jam, Frisco, CO. Gallery opening.
2002 Artists' Underground, Frisco, CO. Gallery opening.
2002 Raise the Roof, Frisco, CO. Gallery opening.
2002 State of the Art, Frisco, CO. Gallery opening
Brian Howard
Video Production
In Production Eco Trippin', Eco Trippin' LLC, Frisco, CO
www.ecotrippin.org
Winter, 2008 The Pact, Powder Whores, Salt Lake City, UT
www.powderwhore.com
www.ejpoplawski.com
www.youtube.com/watch?v=Pvexl 14zqTw
Fall, 2007 StanceFind DVD, cre8iv-uk Ltd, Shropshire, England
www.cre8iv-uk.com
www.youtube.com/user/StanceFind
Winter, 2005 Sessions —Total Telemark(TT) 5
Tough Guy Productions, Frisco, CO
Fall, 2005 The 19th Annual Montezuma's Revenge Official Video
Tough Guy Productions, Frisco, CO
Winter, 2004-2002 Incognito — TT4, Core — TT3, Bliss — TT2
Tough Guy Productions, Frisco, CO
Awards, Honors & Appointments
2010 Commissioned Artist for Restless Empathy
Aspen Art Museum, Aspen, CO.
Created Allora & Calzadilla's mud and straw sculpture, "Hope Hippo'
2010 First Place.
Winterscuplt, Aspen, CO.
Snow sculpture "On a Rug Sumo Reads How to Dance"
2004 Breckenridge Public Art Commissioner.
Appointed by Breckenridge, CO Town Council.
Served on Public Art Commission. Completed redesign of Council By -Laws.
2003 Finalist.
Chris Ethridge Memorial. Breckenridge, CO.
Proposed kinetic sculpture.
2002 Honorable Mention.
Wintersculpt, Aspen, CO.
Snow sculpture design of man's interaction with the mountains.
1999 Fellowship.
Anderson Ranch & Colorado Council on the Arts, Snowmass, CO.
Scholarship for Metal Casting and Mold Making workshop with John T. Scott.
1998 People's Choice.
No Man's Land International Woodcarving Competition, Breckenridge, CO.
"Stuffed on Sushi" (purchased by Upper Blue Elementary PTA)
Brian Howard
Commissions (Viewable in public areas)
2004 "Stuffed on Sushi"- 11' x 4' x 3'
Outdoor Bronze Sculpture
Main Street, Frisco, CO.
2004 "Wine Rack" - 8' x 4' x 2'
Architectural Woodcarving
Farley's Restaurant, Main Street, Frisco, CO.
1999 "Hasty" - 4' x Tx 1'
Outdoor Bronze Sculpture
La Bonite Pocket Park, Dillon, Colorado.
1999 "Commissioner Plaque" - 5' x 4'
Architectural Woodcarving
Old County Courthouse, Breckenridge, CO.
1998 "Stuffed on Sushi" - 5' x 2' x 2'
Indoor Wood Sculpture
Upper Blue Elementary School, Breckenridge, CO.
Vince Gill & Amy Grant Golf Classic
FonnSitexom- Single Result Table
https://fs 16.formsite.com/fs 16_app/FormSite?EParanv=Km8gHSeyW...
Question
Value
Reference #
5980094
Status
Complete
You name and contact
Terry Rigney, 970.923.0578 x214, terry@challengeaspen.com
information.
1. Please explain your proposal.
If it is an event -- what is it,
when will it be, where will it
take place, how many
participants do you hope to
August 1-2, 2011, Challenge Aspen will present the 8th Annual Vince
draw, etc? Also, please include
Gill & Amy Grant Golf Classic. This year, the event will take place at
your estimates of the number of
the Aspen Golf Course. Anticipating similar attendance to recent
participants, number of
years, approximately 300 people support the tournament, including
out-of-town participants,
professional athletes, television celebrities, musicians and honorary
number of people each
guests including a group of wounded servicemen and women that
participant will "bring with
participate in a Challenge Aspen CAMO (Challenge Aspen Military
them" to town to participate in
Opportunities) program camp/retreat that week. On average, each
the event and the number of
person brings at least one guest with them for the two day event. Of
room nights you expect your
those 300 participants, approximately 270 (90%) are from outside the
event to produce.You can leave
Roaring Fork Valley. It is estimated that the average occupancy
your answers in the fields below,
length for participants is 3 night's accommodation. Between second
or you can scroll to the bottom
home owner and visitors staying with friends/family in town, about
and upload your proposal
200 guests stay in hotels, averaging 600 lodging days.
packet. Please make sure any
uploaded proposals contain all
information requested on this
form.
The Vince Gill & Amy Grant Golf Classic brings people to the area
that would not have visited Aspen if not for this event. A summer
time event also promotes Aspen as a year-round resort. Only those
that have been fortunate to be in Aspen during the summer can attest
to the spectacular weather, beauty and a host of outdoor activities to
take advantage of outside of the ski season. In 2010, the opening
night gala and concert was held at the Aspen Meadows Resort, and
attendees were treated to a special presentation, an educational and
2. How would your proposal
enriching experience to listen to Lt. Dan Johnson speak from
increase visition? Enhance the
Afghanistan via Skype. The gala and concert's location at the Doerr-
vistor's experience in Aspen?
Hosier Center also showcased the spectacular views of the Roaring
Showcase Aspen to the outside
Fork and Hunter Creek Valleys. The golf tournament was played at
world? Help local business?
the nationally ranked Aspen Golf Course, overlooking the historic
Maroon Bells. Enhancing the experience, Challenge Aspen offers a
PGA Pro Clinic before the tournament, presented by Mike Ziegler
and Fred Funk and including inspirational words and golf skills from
triple amputee Iraq veteran, Joey Bozik and disabled players
including local Dennis Murray. The golf event, gala and concert
introduce Aspen to people who have never been to the area. While
all proceeds from the two day event benefit Challenge Aspen's
t of 1 1/12/2011 9:45 AN
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3. What is your marketing
approach? Outline what kind of
media exposure you anticipate
to generate and how.
programs for people with disabilities, the fundraiser brings 300+
people to Aspen, who will most definitely shop, dine and recreate,
and stimulate the economy. Additionally, Challenge Aspen partners
with several local businesses in this event, engaging the community
and giving exposure to those businesses. Perhaps most importantly,
the City will profit from validating that Aspen is a forerunner in
supporting people with disabilities.
The Vince Gill & Amy Grant Golf Classic has gained exposure of the
years in a variety of ways, most unanticipated. In the summer of
2009, PGA Pro Fred Funk set the tone for an exciting and successful
Golf Classic with a heart -stopping US Senior Open win the day prior
to the event. In August of 2010, just days after the Golf Classic, PGA
Pro David Frost went on to win the 3M Championship with a record
setting score. Both Funk and Frost mentioned their involvement with
the Challenge Aspen Golf Classic in post -tournament interviews.
News of their victories was covered nationally by the Associated
Press. Challenge Aspen markets its programs, events and
organizational news via print and radio, its website, social media
networking such as Facebook, YouTube and Twitter and a -blast
newsletters. Recently, Challenge Aspen hired a PR & Marketing
Manager to create collateral, a marketing plan and a portfolio for the
4. What is the total budget for
your event/idea? (Revenue by -fhe 2011 budget = $230,875. Please see attached Event Bud et.
source, expenditures by use -- g
please present in a proforma Challenge Aspen respectfully requests City funding in the amount of
format.) How much City money $10,000 to pay for the use/rental of the Aspen Golf Course for the
are you seeking? What will the tournament. Ideally, Challenge Aspen would like to obtain funding by
City money be used for? How May 1, 2011 to secure and reserve the golf course for our event.
soon do you need it?
5. Are you proposing to Challenge Aspen will manage all aspects of the golf tournament. The
manage/shepherd the creation of Vince Gill & Amy Grant Golf Classic is one of Challenge Aspen's
this event or idea, or do you most popular and successful annual fundraisers, last year sending live
intend for someone else to do it? and silent auction winners to Aspen, Napa, Provence and the
What is your "stake" in making Nashville home of Vince Gill and Amy Grant. All proceeds directly
this happen? benefit all of Challenge Aspen's programs for people with disabilities.
6. Is your event a "for profit"
event or a "not for profit" event
or concept? What happens if the
event or idea is not successful
and doesn't recoup the money
your budget assumes it will
make? Who bears the risk of
failure? Who reaps the reward
of being more successful than
Challenge Aspen is a nonprofit organization, operating as tax-exempt
under section 501(c)(3) of the Internal Revenue Code. If the Golf
Classic is unsuccessful, Challenge Aspen will revisit and streamline
our current proposed budget that subsidizes our recreational and
cultural programs. While our resources may be impacted, Challenge
Aspen intends to maintain the quality of the experience for
participants in our programs. If the Golf Classic is successful beyond
imagination, again, it will be the participants who experience the
benefit through fully -funded program offerings.
2of3
1/12/2011 9:45 AM
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7. What do you want/need from
others in order to make your
Challenge Aspen anticipates that individuals, organizations and
idea/event happen and make it
companies will invest in our mission and support this event so that we
successful? Have you had
may provide the same refined standard and experience that previous
discussions yet about
participants have come to appreciate. Challenge Aspen will solicit
partnershipsihelp? If you are the
items for our silent and live auctions from the community and secure
event organizer, please indicate
celebrity talent to attend the two day event. Challenge Aspen will
your experience in producing
also need to determine a venue for the evening gala and concert, as
events of this type and describe
well as items for golf participant gift bags.
how successful those events
have been.
8. If your event or concept is
intended to "live beyond a
Challenge Aspen's goal is to acquire a Golf Classic sponsor who will
year," what plans do you have
shoulder the costs associated with renting the golf course for our
to create long-standing
tournament each summer. It is our hope that the City of Aspen will
sponsorships so that the City
partner with Challenge as a Official Sponsor of the Vince Gill & Amy
stimulus money is not required
Grant Golf Classic.
every year to keep it going?
If you like, you can upload any
supplemental items here. Files
Challenge Aspen Golf Classic Event Budget 2011.pdf (29k)
up to 20MB are acceptable.
If you like, you can upload a file
responding to the questions
Mining Aspen for Ideas.docx (17k)
above here. Files up to 20MB
should work.
Date
2011-01-11 17:49:17
Start Time
2011-01-11 17:44:51
Finish Time
2011-01-11 17:49:17
Duration
4m 26s
User
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Browser
Firefox
OS
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3 of 1/12/2011 9:45 AN
Ordinary Income/Expense
income
400.0 • Events
400.1 • Auction
400.2•Sponsors
400.3 • Registration Fees
Total 400.0 • Events
Total 420.0 • Donations
430.0 • Grants
470.0 • In Kind Donations
Total Income
Expense
500.0 • Events.
500.1 -
Advertising/Marketing.
500.2 -
Concert Night Function
500.3 -
Consulting Fees
500.4 -
Event Accommodations
500.5 .
Event Auction
500.6 •
Event Supplies
500.9 •
Gift Package
500.10
• Golf Course
500.12
• Postage
500.13
- Printing
500.14
• Sponsorship Expense
500.15
• Travel & Ent (Events)
500.16
• Travel & Ent (Staff)
Total 500.0
• Events.
600.0 - Administration
605.0 • Cost of Merchandise Given Away
625.0 - Finance
625.2 - Credit Card Fees
Total 625.0 • Finance
695.0 - Supplies
695.1 • Office
Total 695.0 • Supplies
700.0 • Travel & Entertainment (Staff)
700.2 - Meals
Challenge Aspen
Golf Classic Event 2011
Income/Expense Budget
125,000.00
75,000.00
115,000.00
315,000.00
25,000.00
10,000.00
2,500.00
352,500.00
7,500.00
50,000.00
9,500.00
1,500.00
10,000.00
150.00
3,500.00
19,000.00
250.00
750.00
2,000.00
13,000.00
1,500.00
118,650.00
i1041111I11
2,500.00
2,600.00
200.00
200.00
100.00
Page 1 of 2
Total 700.0 • Travel & Entertainment (Staff)
705.0 - Utilities
705.1 • Telephone
Total 705.0 - Utilities
Total 600.0 • Administration
Total Expense
Net Ordinary Income
Golf Classic Event 2011
Income/Expense Budget
100.00
75.00
75.00
375.00
121,625.00
230,875.00
Page 2 of 2
Mining Aspen for Ideas
Your name and contact information.
Challenge Aspen/Terry Rigney 970.923.0578 x214, terry@chaliengeaspen.com
1. Please explain your proposal. If it is an event -- what is it, when will it be, where will it take place,
how many participants do you hope to draw, etc? Also, please include your estimates of the number
of participants, number of out-of-town participants, number of people each participant will "bring
with them" to town to participate in the event and the number of room nights you expect your event
to produce.
August 1-2, 2011, Challenge Aspen will present the 8t' Annual Vince Gill & Amy Grant Golf Classic. This
year, the event will take place at the Aspen Golf Course. Anticipating similar attendance to recent years,
approximately 300 people support the tournament, including professional athletes, television
celebrities, musicians and honorary guests including a group of wounded servicemen and women that
participate in a Challenge Aspen CAMO (Challenge Aspen Military Opportunities) program camp/retreat
that week. On average, each person brings at least one guest with them for the two day event. Of those
300 participants, approximately 270 (90%) are from outside the Roaring Fork Valley. It is estimated that
the average occupancy length for participants is 3 night's accommodation. Between second home
owner and visitors staying with friends/family in town, about 200 guests stay in hotels, averaging 600
lodging days.
2. How would your proposal increase visition? Enhance the vistor's experience in Aspen? Showcase
Aspen to the outside world? Help local business?
The Vince Gill & Amy Grant Golf Classic brings people to the area that would not have visited Aspen if
not for this event. A summer time event also promotes Aspen as a year-round resort. Only those that
have been fortunate to be in Aspen during the summer can attest to the spectacular weather, beauty
and a host of outdoor activities to take advantage of outside of the ski season.
In 2010, the opening night gala and concert was held at the Aspen Meadows Resort, and attendees
were treated to a special presentation, an educational and enriching experience to listen to Lt. Dan
Johnson speak from Afghanistan via Skype. The gala and concert's location at the Doerr -Hosier
Center also showcased the spectacular views of the Roaring Fork and Hunter Creek Valleys. The golf
tournament was played at the nationally ranked Aspen Golf Course, overlooking the historic Maroon
Bells. Enhancing the experience, Challenge Aspen offers a PGA Pro Clinic before the tournament,
presented by Mike Ziegler and Fred Funk and including inspirational words and golf skills from triple
amputee Iraq veteran, Joey Bozik and disabled players including local Dennis Murray.
The golf event, gala and concert introduce Aspen to people who have never been to the area. While
all proceeds from the two day event benefit Challenge Aspen's programs for people with disabilities,
the fundraiser brings 300+ people to Aspen, who will most definitely shop, dine and recreate, and
stimulate the economy. Additionally, Challenge Aspen partners with several local businesses in this
event, engaging the community and giving exposure to those businesses. Perhaps most importantly,
the City will profit from validating that Aspen is a forerunner in supporting people with disabilities.
3. What is your marketing approach? Outline what kind of media exposure you anticipate to generate
and how.
The Vince Gill & Amy Grant Golf Classic has gained exposure of the years in a variety of ways, most
unanticipated. In the summer of 2009, PGA Pro Fred Funk set the tone for an exciting and successful
Golf Classic with a heart -stopping US Senior Open win the day prior to the event. In August of 2010, just
days after the Golf Classic, PGA Pro David Frost went on to win the 3M Championship with a record
setting score. Both Funk and Frost mentioned their involvement with the Challenge Aspen Golf Classic in
post -tournament interviews. News of their victories was covered nationally by the Associated Press.
Challenge Aspen markets its programs, events and organizational news via print and radio, its website,
social media networking such as Facebook, YouTube and Twitter and a -blast newsletters. Recently,
Challenge Aspen hired a PR & Marketing Manager to create collateral, a marketing plan and a portfolio
for the organization.
4. What is the total budget for your event/idea? (Revenue by source, expenditures by use -- please
present in a proforma format.) How much City money are you seeking? What will the City money be
used for? How soon do you need it?
The 2011 budget = $230,875. Please see attached Event Budget.
Challenge Aspen respectfully requests City funding in the amount of $10,000 to pay for the
use/rental of the Aspen Golf Course for the tournament. Ideally, Challenge Aspen would like to
obtain funding by May 1, 2011 to secure and reserve the golf course for our event.
5. Are you proposing to manage/shepherd the creation of this event or idea, or do you intend for
someone else to do it? What is your "stake" in making this happen?
Challenge Aspen will manage all aspects of the golf tournament. The Vince Gill & Amy Grant Golf
Classic is one of Challenge Aspen's most popular and successful annual fundraisers, last year sending
live and silent auction winners to Aspen, Napa, Provence and the Nashville home of Vince Gill and
Amy Grant. All proceeds directly benefit all of Challenge Aspen's programs for people with
disabilities.
6. Is your event a "for profit" event or a "not for profit" event or concept? What happens if the event
or idea is not successful and doesn't recoup the money your budget assumes it will make? Who bears
the risk of failure? Who reaps the reward of being more successful than you anticipate?
Challenge Aspen is a nonprofit organization, operating as tax-exempt under section 501(c)(3) of the
Internal Revenue Code. If the Golf Classic is unsuccessful, Challenge Aspen will revisit and streamline
our current proposed budget that subsidizes our recreational and cultural programs. While our
resources may be impacted, Challenge Aspen intends to maintain the quality of the experience for
participants in our programs. If the Golf Classic is successful beyond imagination, again, it will be the
participants who experience the benefit through fully -funded program offerings.
7. What do you want/need from others in order to make your idea/event happen and make it
successful? Have you had discussions yet about partnerships/help? If you are the event organizer,
please indicate your experience in producing events of this type and describe how successful those
events have been.
Challenge Aspen anticipates that individuals, organizations and companies will invest in our mission
and support this event so that we may provide the same refined standard and experience that
previous participants have come to appreciate. Challenge Aspen will solicit items for our silent and
live auctions from the community and secure celebrity talent to attend the two day event. Challenge
Aspen will also need to determine a venue for the evening gala and concert, as well as items for golf
participant gift bags.
8. If your event or concept is intended to "live beyond a year," what plans do you have to create long-
standing sponsorships so that the City stimulus money is not required every year to keep it going?
Challenge Aspen's goal is to acquire a Golf Classic sponsor who will shoulder the costs associated
with renting the golf course for our tournament each summer. It is our hope that the City of Aspen
will partner with Challenge as a Official Sponsor of the Vince Gill & Amy Grant Golf Classic.
Rbi
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Question
Value
Reference #
5989526
Status
Complete
You name and contact information.
John Speers, The Little Nell, 920-6359
1. Please explain your proposal. If it is an event --
what is it, when will it be, where will it take place,
how many participants do you hope to draw, etc?
The 2nd Annual Big Aspen BBQ Block Party will
Also, please include your estimates of the number
be held August 27th and 28th, 2011. The event is
of participants, number of out-of-town participants,
a celebraation of Americas food (BBQ) and
number of people each participant will "bring with
music. Open to the community without any cost of
them" to town to participate in the event and the
admission. Event will feature BBQ from top
number of room nights you expect your event to
pitmasters, live music, demonstrations and
produce.You can leave your answers in the fields
seminars. This year our goal is to attract 10,000
below, or you can scroll to the bottom and upload
12,000 attendees over two days.
your proposal packet. Please make sure any
uploaded proposals contain all information
requested on this form.
World class BBQ and live music will increase
2. How would your proposal increase visition?
traffic flow throughout the town of Aspen by
Enhance the vistor's experience in Aspen?
drawing people from the Roaring Fork Valley, the
Showcase Aspen to the outside world? Help local
Front Fange and beyond. Our event bookends the
business?
Quianos cycling event, creating a reason for
visiting guests to stay in town longer.
3. What is your marketing approach? Outline what
See attached summary from 2010 event. Now that
kind of media exposure you anticipate to generate
the event has it's footing we feel that we can build
and how.
upon last year's exposure.
4. What is the total budget for your event/idea?
(Revenue by source, expenditures by use -- please
present in a proforma format.) How much City
See attached preliminary budget
money are you seeking? What will the City money
be used for? How soon do you need it?
Yes, my partners and I will be the drivers of the
5. Are you proposing to manage/shepherd the
event. We look to build upon our successes last
year and grow the event to improve occupancy
creation of this event or idea, or do you intend for
and vitality in the community. As a board member
someone else to do it? What is your "stake" in
for ACRA and lodging operator in Aspen I have a
making this happen?
responsability to drive hotel room nights in the
community.
6. Is your event a "for profit" event or a "not for
profit" event or concept? What happens if the
This event is a 501 C3 "not for profit". Proceeds
event or idea is not successful and doesn't recoup
benefit the Roaring Fork Youth Fund. We were
the money your budget assumes it will make? Who
able to contribute $11,500 to local youth servicing
bears the risk of failure? Who reaps the reward of
non profits in the valley from our 2010 event.
being more successful than you anticipate?
, _cn 1/20/2011 8:33 AM
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Last years event proved to be very successful with
7. What do you want/need from others in order to
over 7,000 attendees. City support with street
make your idea/event happen and make it
closure will be necessary. The Little Nell in
successful? Have you had discussions yet about
conjunction with our partners, Union Square
partnerships/help? If you are the event organizer,
Events have demonstrated our ability to
please indicate your experience in producing events
effectively mobilize for the event and ensure
of this type and describe how successful those
professional setup, operation and effecient
events have been.
breakdown for this magnitude event. The event in
NYC has over 130K attendees over two days.
8. If your event or concept is intended to "live
beyond a year," what plans do you have to create
We are working closely with the sister event to
long-standing sponsorships so that the City stimulus
cure long tern sponsorship in order to ensure
money is not required every year to keep it going?
legs for this event for the long term.
If you like, you can upload any supplemental items
here. Files up to 20MB are acceptable.
BABBO Preliminary Budget.xlsx (130k)
If you like, you can upload a file responding to the
questions above here. Files up to 20MB should
work.
Date
2011-01-19 14:47:48
Start Time
2011-01-19 13:50:41
Finish Time
2011-01-19 14:47:48
Duration
57m 7s
User
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2 of 2
t /7nnnn u-za enn
Big Aspen BBQ Block Party
Budget Summary Draft
2011 Projection
Fully Loaded
REVENUE
Sponsorship
$
135,000 45.54%
City of Aspen Sponsorship
$
15,000 5.06%
In -Kind Income Exchange (F&B Donations)
$
- 0.00%
Cash Sales
BBQ Sales
$
111,345 37.56%
Peak Pass / VIP (Pre -Event BBQ Sales)
$
10,620 3.58%
Beer/Wine Garden Sales
$
17,122 5.78%
Merchandise Sales
$
7,386 2.49%
Total Revenue $ 296,473 100.00%
EXPENSES
Culinary S 53,264 17.97%
Site $ 28,305
Stage $ 37,672 12.71%
Staffing (Day of Site Staff) $ 30,000 10.12%
Hiring Expense (TBD TLN & USHG to discuss) $ 30,000
General
$
146,087 49.28%
Advertising
$
619
Cash Registers, Money Counting Machines
$
3,500
Event Management-TLN staff (Site Crew Hourly Staff)
$
8,000.0,
Deliveries (Fed exp/messenger
$
-
Graphic Design (Eblasts, Program, Site Updates)
$
2,000
Insurance
$
300
Hay Bales
$
350
Permits & Licenses (Parking Fee for Street Closure)
$
3,600
Photographs
$
-
( Event Brochure Printing, 2000 Units, Plus all collateral)
$
3,500
Sponsor Expenses
$
-
Misc (Wrist Bands, Hole Punches, Graphic Desgin)
Beneficiaides Aspen Community Foundation
$
29,647.3 10.00%
Credit Card Commissions
$
270
Production Fees (USHG)
$
29,647.3 10.00%
Staffing / Overhead (USHG Site Crew Hourly Staff) $ 8,000
Graphics Design ( web ) $ 2,685
Hotel & Airline ( pitmasters / speakers/USHG) $ 6,000
Hotel & Airline ( pitmasters / speakers/USHG )
Uniforms - Staff/Merch Expense (@ $6.50 per unit)
Pitmaster fees, travel expenses,
Fast PassIVIP Credentials Printing
Total Expenses
NET INCOME (Used for pre -paid expenses related to 2011
e\ent planning)
6, uuu
5,000
42,000
969
295,328 99.61 %
1,145 0.39%
--------------------
--------------------
7000
1400
8400
Media Contact:
Alison Friedman
Aspen Community Foundation
970.920.2892 — fax
970.925.9300 — office
alison@aspencommunitVfoundation.org
Id61t1111hkvihIFi141]/a1&IR4R111MA
Roaring Fork Youth Fund at Aspen Community Foundation Announces 2010 Grantees
Aspen, CO - The Roaring Fork Youth Fund at Aspen Community Foundation awarded $11,500 in grants to
five nonprofit organizations and schools serving youth throughout the Roaring Fork Valley.
The 2010 grantees are The Buddy Program, PreCollegiate Program, Roaring Fork Outdoor Volunteers,
Sopris Elementary School and YouthZone.
The Buddy Program grant will provide support for their scholarship program. The PreCollegiate Program
grant supplements the standardized test preparation program. The grant to Roaring Fork Outdoor
Volunteers will support the Youth Volunteer Program. The Sopris Elementary School grant will help
create their Gardening in School program. The grant to YouthZone will enhance their Restorative Justice
Program.
The Roaring Fork Youth Fund was established in 2010 by The Little Nell to receive proceeds from the Big
Aspen BBQ. The fund awards small grants to youth -serving nonprofits from Aspen to Glenwood Springs
for programmatic and operational support. The grants are determined by a committee of community
members, including student government representatives from local high schools.
The Big Aspen BBQ took place in August, 2010 at the base of Aspen Mountain. The sister event of New
York City's much -beloved barbecue extravaganza, the Big Aspen BBQ featured several of the country's
top pitmasters serving up BBQ with music playing in Gondola Plaza.
Aspen Community Foundation has been working since 1980 to improve the quality of life in our
communities. Based in Aspen, the Community Foundation serves the extended Roaring Fork and
Colorado River valleys and directs a collection of funds created by individuals, families, nonprofits,
businesses and the Community Foundation itself for charitable purposes. The Community Foundation
also serves as a civic leader, convener, and sponsor of special initiatives designed to address community
issues. For more information, visit www.aspencommunitvfoundation.org or call 970.925.9300.
Aspen International
Mountain Forum
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Question
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Reference #
5990940
Status
Complete
You name and contact
Karinjo DeVore, 925-1140
information.
We (the Aspen International Mountain Forum) are proposing a
symposium here in Aspen to discuss the important issues that mountain
communities face. Recently, the City of Aspen became the first U.S.
governmental entity to join the United Nation's Mountain Partnership.
The Aspen International Mountain Forum (a 501 c3 non-profit) was
inducted at the same time. The Mountain Partnership is comprised of 50
1. Please explain your
countries, 16 intergovernmental organizations and over 100 major
proposal. If it is an event --
non -governmental organizations. Because Aspen is the first U.S. member
what is it, when will it be,
of this global mountain network, the Mountain Partnership is interested
where will it take place, how
in hosting a symposium in Aspen, with the coordination of the City of
many participants do you
Aspen and the Aspen International Mountain Forum. Additionally, the
hope to draw, etc? Also,
Town of Basalt was inducted as a member to the Partnership in January,
please include your estimates
and we expect their participation moving forward. We will be working in
of the number of
concert with the Secretariat of the Mountain Partnership at the United
participants, number of
Nations to complement the objectives of the International Platform,
o out-own participants,
which includes such concepts as sustainable living, high -altitude
numbeerrofpeople each
agriculture, water, health, concerns about women and youth, and
participannttwill "bring with
mountain sports. The event would be three days and would involve a
them" to town to participate
mixture of Aspen Institute -style forums and discussions; public events
oothe event and the number
with speakers at in -town venues; concerts focusing on international
f room nights you expect
mountain music and dance; interactive activities in our mountain
your event to
backyard, highlighting sports and ecology; as well as a selection of films
r answproducers in
can leave your answers c
and visuals. A declaration with a "call to action" for mountain
the fields below, or you can
communities will be formulated during the symposium and presented to
scroll to the bottom and
the global community. Additionally, we plan to pick a "community
upload your proposal packet.
project" for the year, which will directly involve school children in
Please make sure any
particular. We plan to partner with the Aspen Institute but also hope to
uploaded proposals contain
utilize other spaces in town for our events, including the Wheeler Opera
all information requested on
House, the National Forest and other public and private spaces
this form.
throughout town. The Mountain Symposium would be held in Aspen in
September/October, 2011. We are still finding "gaps" in the calendar and
are open to times that may need additional visitors in town. We
anticipate that 1,200-1,500 participants will attend the Mountain
Symposium. About 500 people from out of town would be expected,
with three to five room nights.
2. How would your proposal
Our event would spur visitation from around the globe and would further
increase visition? Enhance
raise Aspen's profile as a global leader. The event would not be
the vistor's experience in
exclusive, however, and would cater to all economic levels. We would
Aspen? Showcase Aspen to
encourage participants to stay at hotels, dine at local restaurants, etc. We
the outside world? Help local
would also be publicizing the event on a global scale, spreading the
business?
message about Aspen to a huge number of individuals.
1 fz 1/20/2011 4:29 PM
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3. What is your marketing
approach? Outline what kind
of media exposure you
anticipate to generate and
how.
4. What is the total budget
for your event/idea?
(Revenue by source,
tures by use -- please
in a proforma
format.) How much City
money are you seeking?
What will the City money be
used for? How soon do you
need it?
5. Are you proposing to
manage/shepherd the
creation of this event or idea,
or do you intend for
someone else to do it? What
is your "stake" in making this
We plan to market the forum directly to Mountain Partnership members,
through the broad global database. This will enable us to reach our
audience directly. We will also promote our event through social media.
Additionally, the Aspen Institute will partner with us by providing
marketing services. We anticipate receiving broad media coverage from
local articles to national publications. Because this is a new event and
Aspen is the only membership of this organization, we hope we can
leverage this into broad exposure.
The total estimated budget is $300,000. We are in the early stages of
planning this event and are seeking start-up costs from the City. We
would need the money quickly to begin putting together the program,
confirming corporate sponsors, marketing to attendees and working with
the schools to create the "community project" aspect of the program. We
are asking for $18,000 from the City of Aspen.
We will manage/shepherd this creation. Our stake is strengthening
Aspen's role in the Mountain Partnership, as a leader on the global scale.
The event would also strengthen the Aspen International Forum.
6. Is your event a "for profit"
event or a "not for profit"
event or concept? What
happens if the event or idea
is not successful and doesn't Not for profit. The Aspen International Forum will bear the risk of
recoup the money your budget assumes it will make? failure. We do not anticipate making any money on this event this first
Who bears the risk of year.
failure? Who reaps the
reward of being more
successful than you
anticipate?
7. What do you want/need
We need the continued support of the Mountain Partnership. We would
from others in order to make
love to partner with the Wheeler Opera House, as we did with our event
your idea/event happen and
in December (Live, Love, Eat Mountain). Live, Love, Eat Mountain was
make it successful? Have
wildly successful with a packed house. The event included a panel
you had discussions yet
discussion, film, music and reception. The reception in the lobby
about partnerships/help? If
included vendors and fantastic food from around the valley. We garnered
you are the event organizer,
sponsors from high -profile companies such as Patagonia, Marmot and
please indicate your
Polartec, and we plan to leverage these sponsors for the Mountain
experience in producing
Forum. As a foundation, we've successfully produced a series of
events of this type and
environmental conferences with our Sister Cities. We've also produced
describe how successful
other awards events at Pacpcke Auditorium to a packed house. Pat
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Fallin, who is an active member of our foundation, has produced the
those events have been.
Aspen Hall of Fame events. I've been involved in World Cup event
production as well.
8. If your event or concept is
intended to "live beyond a
year," what plans do you
have to create long-standing
We are looking for individual grants and corporate sponsorship. We
currently have ties with Marmot, Black Diamond, Polartec and
sponsorships so that the City
Patagonia. We plan to link with outdoor industry groups to keep the
stimulus money is not
program viable.
required every year to keep
it going?
If you like, you can upload
any supplemental items here.
Files up to 20MB are
acceptable.
If you like, you can upload a
file responding to the
questions above here. Files
up to 20MB should work.
Date
2011-01-20 16:29:39
Start Time
2011-01-20 14:41:49
Finish Time
2011-01-20 16:26:42
Duration
104m 53s
User
205.170.51.30
Browser
Firefox
OS
Windows
Referrer
httn://www.aspenpitkin.com/
3 of 3 1/20/2011 4:29 PM
Attachment B
Mining for Ideas 2011— Proposals Submitted
Not Recommended for Funding
Table of Contents
1. Adopt a Tourist
2. ARE Day Expo
3. Aspen Ambassadors
4. Aspen Artisan Pop -Up Coop
S. Aspen Fashion Week
6. Aspen Festival of Lights
7. Aspen Filmfest: A Rocky Mountain Affair
8. Aspen Green TV
9. Aspen Social Networking Photo/Media Festival
10. Central Website about What's Going On In Aspen
11. Digital Memorabilia Collecting
12. FIS NorAM Cup and US National Championship Downhill
13. Get on the Art Bus
14. Host a Week of Sports and Cultural Events
15. Kwyit Wryit Electic Motrocross
16. National Dog Show
17. Professional Squash Tournament
18. Santa Con
19. Summer Snow
20. The Maroon Bells Marathon
21. Traffic Control
22. Twelve Days of Christmas
23. Venture Capitalist Ski Weekend
24. WE -Cycle
25. Weekly TV Show: Aspen vs. Vail / Steamboat / Breckenridge Ski Patrol
Games
26. Winter Sports Casting Combine
Adopt a Tourist
mu
A S P E N C O L O R A D O
IN SHOR
MAC
We'll keep AAT simple.
Effective and growing.
People everywhere love it and the effect
it has on the old perception of Aspen
A MINOR being an older, "snooty" town.
H11
But for the past year, hundreds of AAT
FUNDING WILL hours have been donated.
We request some funding to a very
worthy, beneficial, well-known program
MAKE AND that did a heroic job -(without funding)
in 2010.
ASPEN A Thank you for your consideration.
MAJOR HIT.
Questions?
Paul Macfarlane 314 398 1453
professioonalhumanbeing@gmail.com
HOW
FUNDING
CAN GROW
AND BENEFIT
ASPEN EVEN
MORE.
- 2011 Funding Request as follows:
- a proper AAT web site
- site design, maintenance
- Design and development of the site
40 hrs @ $85.00 = $3400
- Social media set up and integration
20 hrs @ $85.00 = $1700
- Google analytics set up and campaign
integration = $350 flat rate
- Monthly maintenance and updates
(5 hrs @ $85.00 = $425/mo) _ $5,100
2011 Site TOTAL: $10,550
- a part-time AAT coordinator
(8-10 hours/week@ $20/hr.)
2011 TOTAL: $10,000
- budget for expanded marketing,
posters, ads, partnerships with local
events
2011 total ($500/month)= $6,000
2011 GRAND TOTAL: $26,550
THE
To date in Aspen, more than 40 locals have
signed up to "adopt" and over 150 tourists in
twenty-five (25) groups have been adopted
(some being adopted as singles; others being
adopted in groups as large as 12).
The Aspen Adopt A Tourist Facebook page has
also become a place for tourists to seek advice on
restaurants, places to stay, etc., even if they do not
STAATS. plan to be officially "adopted" by a local during their
stay in town. Over 160 people "like" the page -with no
marketing budget!
Additionally, the City of Cork in Ireland is considering
implementing a Cork Adopt A Tourist Program this
summer. We have been working their tourism officials
and provided them with tools to create their own
program.
AAT news coverage included:
Aspen Daily News
Aspen Times
Aspen Business Journal
ABC News
AND USA Today
MSNBC
The Chicago Sun Times
SOME The Denver Post
National Public Radio
and other media outlets around the world.
MOREMMM
The City started receiving emails and Facebook
messages from as far as Australia with individuals
saying they were excited about the program and
were happy Aspen was working to appear friendlier.
Some wrote to share bad experiences vacationing in
Aspen while others wrote to share good experiences
of trips to Aspen. Stories were also shared on the
Adopt A Tourist Facebook fan page.
ResortQuest touts AAT on their social media outlets.
@TripAdvisor tweets about us.
Westword Denver put AAT in their "Best Move by Aspen
2010": http://www.westword.com/bestof/2010/award/
best- move -by- aspen- 1438917/
AND Promo Communications is now including the
program in their media materials for Aspen
MOREENE We gained the support of the local Commercial Core and
Lodging Commission and were listed on both the Aspen
Chamber's Website as well as StayAspenSnowmass'
booking site
Other sites that have featured AAT:
http://www.bumpsforboomers.com/blog/2010/02/21/your-
aspen-adopt-tourist-family-waiting-you
http://www.stayaspensnowmass.com/blog/2010/03/adopt-
tourist-aspen
Or... type in `adopt a tourist aspen" into google's search
field and have fun with the 50,000+ results
The most powerful tool in all marketing is a
simple, big idea.
WHATWE
ACCOMPLISHE
WITH
A simnple, big idea gathers atten-
tion, enthusiasm and participation
on its own.
Withe one page on The City's web
site, a few fliers, cards and a single
FaceBook page, we did just that.
Here are some highlights from 2010:
We won the Silver Savvy Award
People everywhere love it and for "Most Creative Activity with
the effect it has in changing Least Dollars Spent." 3CMA is the group that
the old perception of Aspen awarded us the honor. They are the national pro -
being an older, "snooty" town. fessional group for city/county communicators.
We're involved in a research project with Middle-
sex University in Dubai. Results should be avail-
able in 2011. (The professor there is from Aspen,
loves the program idea and wants to study it.)
you
A S P E N C O L O R A D O
We've
done
so
much with nothing.
Now
it's time for
us to
do
so much
more with
something.
ARE Day Expo
MINING IDEAS FOR ASPEN
1. Please explain your proposal. If it is an event -- what is it, when will it be, where will it
take place, how many participants do you hope to draw, etc?
This proposal is specific to the American Renewable Energy Day Expo, a two-day
renewable energy Expo held in accompaniment with the 8`h Annual American Renewable
Energy Day (AREDAY) Summit to be held August 18-21, 2011 in Aspen, Colorado. The
Summit, a policy -focused event has been highly successful and is the anchor of the AREDAY
suit of events. The title for the Summit this year is "Monetizing Carbon in the Global Economy".
It will be a three and one-half day event. The AREDAY Expo will two days: Saturday and
Sunday, August 20 and 21 and is free and open to the public. The third component to this triad is
the AREDAY Film Festival featuring award -winning environmental films, including several of
the directors and producers of films featured at AREDAY.
The purpose of the AREDAY Summit is to create vibrant and powerful cross -sector
dialogue, commitments, collaborations and investments that foster climate change solutions at
the speed and scale necessary to phase out dependence on fossil fuels, and usher in a transition to
a new, clean energy economy. For seven years AREDAY has been bringing leaders and
educators together to promote rapid deployment of renewable energy []and energy efficiency
strategies through demonstrations (The Expo), presentation, performance, film and dialogue.
Founded in 2004 as a one -day renewable energy expo, the AREDAY Summit has grown in scale
and prominence to be one of the most important renewable energy technology and policy
summits in the United States, attracting national and international attention with its impressive
roster of speakers and participants.
AREDAY represents a variety of sectors including the renewable energy industry,
corporations, the entertainment industry, celebrities, investors, innovators, entrepreneurs,
politicians and academics. An example of presenters who were featured during the 2010
AREDAY Summit include:
• Ted Turner, Founder of CNN
• T. Boone Pickens, BP Capital and The Pickens Plan
• James Cameron, Film director, producer (Avatar)
• Jim Calaway, Chairman of the Board of the Lifetime Trustees at the Aspen Institute
• Thomas L. Friedman, New York Times Journalist
• Dr. Sylvia Earle, National Geographic Society Resident Explorer, renown oceanographer
• General Wesley K. Clark, Co -Chair of Growth Energy, former Nato Commander
• Reid Detchon, Vice President of Energy and Climate United Nations Foundation
• Warren Evans, Senior Director World Bank Environment Department
• Amory Lovins, Chairman and Chief Scientist Rocky Mountain Institute
• Pat McConathy, Principal Yarmony Energy
• Michael Polsky, President and CEO Invenergy, LLC
• Christiana Wyly, Partner Satori Capital
• Sam Wyly, Founder Green Mountain Energy
• Dr. Cal Safina, Founder and President Ocean Institute
• Phillip Radford, Executive Director Greenpeace
• Lester Brown, Founder and President Earth Policy Institute
• Michael Eckhart, Founder and President ACORE
• Martin Chavez, Executive Director ICLEI-Local Governments for Sustainability USA
• Gene Karpinski, President, League of Conservation Voters
• Larry Schweiger, President and CEO, National Wildlife Federation
Nathan Ratledge, Executive Director CORE
• John Hickenlooper, Governor of Colorado
• Michael Bennet, US Senator for Colorado
• Mick Ireland, Mayor of Aspen
• Bill Richardson, former Governor of New Mexico
• Bill Ritter, former Governor of Colorado
• Gail Schwartz, Colorado State Senator (D)
• Dr. Kristina M. Johnson PHD, former Under Secretary Department of Energy
• Thomas Strickland, Assistant Secretary, Department of Interior
• Christine Todd Whitman, Former Governor New Jersey, Former EPA Administrator
For the complete list of speakers from 2007-2010, please visit our website at
www.AREDAY.net. In addition, AREDAY programming from the 2010 Summit can be viewed
on C-SPAN at http://www.c-si)anvideo.ora/program/295189- 1.
This year, we are specifically applying for funding for The AREDAY Renewable Energy
Expo. The mission for The AREDAY Expo is to highlight and bring attention to cutting -edge
and effective renewable energy and energy efficient businesses and technologies that can
significantly reduce greenhouse gas emissions and advance the new, clean energy economy.
Our vision for 2011 is to expand The AREDAY Expo from what has been a small one -day event
exhibiting local businesses and organizations on the Mill St. Mall, into a major two-day
showcase using the Mill St. Mall location and expanding into to Wagner Park. The Expo will
draw up to 100 leading -edge local, regional and national businesses and organizations
involved in renewable energy and energy efficiency for the weekend of August 20-21, 2011 and
will attract and engage over 5,000 participants. The Expo will be free to the public. The stage
that has formerly been located on the Cooper Mall, would be larger and in the Park at the north
end. Headliners and speakers from the AREDAY Summit as well as music and entertainment
will be featured. The exhibitors will be able to demonstrate, explain and sell a wide array of
solutions that will raise consciousness about and empower people to lessen their dependence on
fossil fuels, reduce their carbon footprints, and save money. From the stage, AREDAY Summit
speakers (which will include a major headline speaker each day) will educate and speak to the
audience about the complexities of climate change, offer solutions and inspire people to take
action. Music (which will include nationally known acts) and other entertainment will create a
festive atmosphere, drawing visitors to Aspen for several days of education, connection and fun.
We will be marketing this event nationally and will draw people to the downtown business core,
put heads in beds, increase both retail and restaurant sales and put Aspen in the spotlight as a
leader in advancing renewable energy among the business community, governmental agencies,
the media and consumers.
The 2011 AREDAY Expo is intended to be a step toward what we envision to be a major event
in 2012 that will draw over 10,000 unique visitors to Aspen in the last week of August from
across the nation and around the world to what will be considered a keystone event in the
renewable energy industry.
We are requesting consideration of $50,000 from Mining for Ideas for Aspen In order to
purchase the flooring and walkways to protect the grass in Wagner Park, to add biodiesel
generators to produce energy for the Expo and funding for national marketing to publicize
the Expo nationwide. The flooring and walkways and the generators would be come property o
the city for use at future events and future AREDAY Expos.
2. How would your proposal increase visitation? Enhance the visitor's experience in
Aspen? Showcase Aspen to the outside world? Help local business?
AREDAY has the ability to exponentially increase the number of visitors to Aspen in the
month of August through its multi -platform approach. Over the past seven years, AREDAY has
grown from a small Expo on the Cooper St. Mall to an international Summit and Film Festival,
which were developed to augment the Expo. The Summit has became so popular that its budget,
has doubled every year since 2006 along with the number of participants, including a sold out
conference last year at the Jerome hotel. The caliber of speakers and film presentations has
followed suit. Press coverage has significantly expanded as well, exampled by C-SPAN's
coverage last year. AREDAY is also developing year-round programming including the
AREDAY Climate and Energy Literacy Initiative (ACELI), and the AREDAY Media Enterprise.
AREDAY is an established and well-known event with an extensive network of partners,
and advertising outlets across the country, and the increasing popularity of energy conferences
drawing attendees from around the world. AREDAY will be actively advertising through our
established partnerships with other renewable energy conferences including, The American
Council on Renewable Energy (ACORE) RETECH Conference, Richard Branson's Carbon War
Room "Creating Climate Wealth Summit" and the World Climate Business Summit held in
Cancun, Mexico in December 2010 and Durbin South Africa in 2011, attracting attendees from
those conferences to Aspen.
The AREDAY Media Enterprise is a powerful way to distribute AREDAY to the outside
world. In association with CSPAN, Choosing Green TV, ColorBURN Productions, and the
Video Project, The AREDAY Media Enterprise is producing DVDs of panels, keynotes and
renewable energy demonstrations from the 2010 Summit, for distribution as educational
programming to high schools, community colleges, universities, public television broadcast and
for streaming on the Internet. At the 2010 AREDAY Summit, CSPAN filmed all of Saturday,
August 21. See the C-SPAN broadcast of 2010 AREDAY panel on climate wealth with Ted
Turner, T. Boone Pickens, James Cameron, Sam Wyly, and Michael Polsky, moderated by
AREDAY Co -director Sally Ranney at http://www.c-spanvideo.org/proizram/295189-1.
In 2010, there were on average 400 attendees that came to Aspen specifically for
AREDAY that stayed for an average of three to four nights in town, and many stayed an entire
week. Four hundred people staying four nights in Aspen, translates to $444,200 for the local
community just for lodging alone.' Total, for four days, 400 people could spend $600,000 going
directly into the local community over the course of AREDAY. Through elevating the AREDAY
Renewable Energy Expo to the scale we believe necessary and feasible, our aim is to attract
thousands of visitors to Aspen each year.
3. What is your marketing approach? Outline what kind of media exposure you anticipate
to generate and how.
AREDAY has a multi -faceted marketing strategy including the following:
According to Aspen Snowmass reservations, the average daily lodging rate in August 2010
was $277 per tourist per night.
1.Print media: For 2010, AREDAY advertised and/or generated press in local newspapers and
magazines in Aspen including The Aspen Business Journal, Aspen Peak, Edible Aspen, The
Aspen Sojourner, Aspen Magazine, The Aspen Daily News, The Aspen Times, The Aspen Post,
The Aspen Chamber, Vail Daily News, and Grand Junction Sentinel. In addition, we will partner
with Darnauer Group Communications and SCREAM! PR Agency to generate press releases,
which we will release locally, nationally, and internationally. We are actively working to form a
media partnership and sponsorship with a national magazine and news outlets for increased
national and international exposure.
2. Technological Platforms:
In 2010 the AREDAY web banner was featured on The Matter Network and on GreenTech
Media websites. Last year, they delivered 400,000 impressions, and 100,000 impressions on their
sites respectively. We will be partnering with both organizations once a gain in 2011.
AREDAY 2010 was featured on The Huffington Post, CSRWire, Renewable Energy World,
Triplepundit.com, Tradingmarkets.com, Tripadvisor.com, and Jollypeople.com.
AREDAY utilizes Facebook and Twitter to connect with attendees and to promote our event.
We are working on expanding and improving our website and blog and are working to develop
the AREDAY iPhone app.
3. Cross -marketing and partnerships: AREDAY advertises and publicizes our event through
our partner organizations including The American Council on Renewable Energy (ACORE) (in
Washington D.C.), The Carbon War Room (Washington D.C. and internationally), and the
World Climate Summit (Cancun, Mexico and internationally).
4. The AREDAY Mailing List: Email blasts, and up -dates including 10,000 contacts,
5. Television: In 2010, AREDAY was featured locally on P1umTV and Grassroots TV
regionally on KCNC CBS Denver, and nationally on CSPAN.
6. Radio: KNITS Glenwood, KSNO, KSPN, KAJX, KNFO, Rocky Mt. Community Radio,
KVNF Paonia, KDNK, KCMV, KSNO
4. What is the total budget for your event/idea? (Revenue by source, expenditures by use --
please present in a Performa format.) How much City money are you seeking? What will
the City money be used for? How soon do you need it?
The total budget for all three components of AREDAY 2011 is $600,000. We are asking
for $50,000 of the total $150,000 Expo budget in order to expand the AREDAY Renewable
Energy Expo into Wagner Park. We are confident that in 2-3 years, this "investment' into the
Expo will put Aspen on the map as a leader in the renewable energy industry among the public,
business, and governmental sectors.
The funding requested will be allocated:
1. To purchase raised walkways required by the Parks Department to protect the grass in
Wagner Park. These walkways can be made available for other events in the parks. Which will
become the property of the city after the event.
2. To purchase a bio-diesel generator which will reduce the carbon footprint of the event and
could also be made available to other events in Aspen.
3. To market the event nationwide that will put heads in beds, people in restaurants, increase
overall retail sales and brand Aspen as a center for bringing state of the art renewable energy,
energy efficient technologies and experts into one venue. We would like the funding ASAP or at
the start of the 2"d quarter of FY 2011. (2011 Pro forma is being created will be provided.)
5. Are you proposing to manage/shepherd the creation of this event or idea, or do you
intend for someone else to do it? What is your "stake" in making this happen?
AREDAY is 100% responsible for the success and quality of the Expo. Money will be raised
from sponsorships and contributions, and AREDAY has both a fiduciary and ethical
responsibility to deliver at the highest standard. It is incumbent upon AREDAY to provide the
most stimulating, dynamic and mission driven event as possible.
AREDAY is working with The LiveXperience to produce the Expo. The AREDAY core team
includes event veterans who are dedicated and committed including: Chip Comins, Director and
Founder; Sally Raney, Co -Director; Lucy Emerson -Bell, Program Manager; Ginna Kelly
Program Coordinator, Sue Winters, Website Designer; Barclay Lottimer, Stage production
Manager; Jeanette Damauer, Marketing and PR; and Jud Schwartz and Nikki Clifton, The Live
Xperience, AREDAY Expo Producers.
6. Is your event a "for profit" event or a "not for profit" event or concept? What happens
if the event or idea is not successful and doesn't recoup the money your budget assumes it
will make? Who bears the risk of failure? Who reaps the reward of being more successful
than you anticipate?
AREDAY is a project of Sustainable Settings, a 501(c)(3) non-profit. AREDAY's
annual Summit is a not -for -profit event. AREDAY has consistently broken even and fully bears
the risk of failure. If AREDAY is more successful financially than originally anticipated, the
funds are reinvested in staffing, capacity building and the program platform.
AREDAY has an impressive Board of Advisors from whom we seek advice and support.
The Board of Advisors includes the following individuals: Michael Eckhart, Founder of
ACORE; Jim Calaway, Chairman of the Board of the Lifetime Trustees at the Aspen Institute;
Larry Schweiger, President of National Wildlife Federation; Tom Boucher, Native Energy;
Patti Clapper, Pitkin County Commissioner; Richard Eidlin, The Apollo Alliance; Larry Flowers,
Wind Powering America; Michael Fuller, Michael Fuller Architects; Bob Gough, Wind
Powering America; Mick Ireland, Mayor City of Aspen; Brook LeVan, Sustainable Settings;
Randy Manion, Western Area Power Administration; Joani Mantranga, Sustainable Concepts;
John McBride, Sopris Foundation; Phil Overyender, City of Aspen Public Works, John Powers,
Alliance for Sustainable Colorado; Nathan Ratledge, CORE; Pat Spears, Intertribal Council on
Utility Policy; Randy Udall, Association for the Study of Peak Oil; and Johnny Weiss, Solar
Energy International.
7. What do you want/need from others in order to make your idea/event happen and make
it successful? Have you had discussions yet about partnerships/help? If you are the event
organizer, please indicate your experience in producing events of this type and describe
how successful those events have been.
Expo Producers, Jud Schwartz and Nikki Clifton have over forty years combined
experience in producing live events, including outdoor music festivals, conferences and expos.
For five years, they have produced World Wellness Weekends (2004-2009) featuring an expo
with 125-150 exhibitors, seventy classes, and speakers and music, including Deepak Chopra,
Robert Kennedy Jr., Martin Luther King III, Marianne Williamson and Michael Franti. These
events drew up to five thousand people over one single weekend. Jud and Nikki have produced
expos for other events, including T. Hary Eker's local Seminar of the Century on Snowmass
Mountain in 2007.
In past years, AREDAY partners have also included: Alliance to Save Energy (ASE),
American Council on Renewable Energy (ACORE), Aspen Times, The Carbon War Room,
Clean Economy Network, The City of Aspen, The Community Office for Resource Efficiency
(CORE), Greentech Media, Matter Network, Pitkin County, Rocky Mountain Institute,
Sustainable Settings, and the World Climate Summit.
Chip Comins and Sally Ranney are both key members of the core team that make
AREDAY successful. Chip Comins is Founder, Producer and Director of AREDAY, Managing
Director of American Spirit Productions and National Coordinating Producer of Clean Energy
Week. Comins produced Native Wind Powering America public service announcement that
debuted at the Clinton Global Initiative and was broadcast nationally and internationally. A
long-time advocate of developing and implementing renewable energy resources to abate GHG
and climate change, Comins is trained by Al Gore to present The Climate Project. In 2009 he
produced 13 side events at the UNFCCC COP 15 in Copenhagen and produced all of the
AREDAY events starting in 2004 — the present including the 7th Annual AREDAY Summit —
"Creating a New Energy Economy at Speed and Scale."
Sally Ranney, AREDAY's Co -director, Has 30 year's experience in private and public
sectors dedicated to environmental, water and energy policy. She has served on the conference -
organizing committees for events such as John Denver's Windstar Foundation's highly
successful CHOICES conference in the 1990's, The University of Colorado's World Affairs
Conference, and co-founded The World Eco-Tourism Congress, which after 6 years
development was purchased by Outside Magazine. Ms Ranney served on the President's
Commission on American Outdoors, appointment by President Reagan, was the conservationists'
representative to President Carter for the final campaign on the Alaska National Interest Lands
Act (protected 101 million acres), and served as a member of Project 88, Harvard Kennedy
School of Public Policy & Government, appointment by Senator Tim Wirth.
Sally is CEO, Stillwater Preservation, LLC, wetlands mitigation banking company; co-
founder/anchor,`A Matter of Degree'; and President, Rising Wolf International, Inc.; a
specialized consulting group, representative clients of which are Republic Financial Corp, Ted
Turner, Val Kilmer, P4P Energy, government of Papua New Guinea, and Keysen, Ltd an
oceanographic research company. Ranney founded American Wildlands, and was a founding
Board member of the Grand Canyon Trust and Lighthawk. She served as President of American
Wilderness Adventures eco-tourism company. Sally was instrumental in designing the national
service program, AmeriCorps, for Clinton -Gore, served as a Resource Policy Analyst for The
Wilderness Society and is a U.S. trainee of Al Gore's Climate Project. She established and
organized Corridors of Life (1992), the first large, comprehensive GIS program undertaken by an
NGO in the U.S.
Barcley Lottimer Production ManagerEl. Mr. Lottimer has been involved in more than 50
theatrical productions on stages from Europe to Los Angeles. He has developed and produced
motion pictures and television productions in Hollywood for Disney, MGM, Columbia, CBS,
Warner Bros., Paramount, Orion, Lorimar and others.
8. If your event or concept is intended to "live beyond a year," what plans do you have to
create long-standing sponsorships so that the City stimulus money is not required every
year to keep it going?
AREDAY has transitioned from a single day event to a four -day Summit & Expo with
year-round programming. AREDAY has many sponsors that have been committed to our efforts
since the origination of AREDAY seven years ago. The last four years, AREDAY has doubled
in budget and attendance. With expanded presence in the park of the Expo, we are confident this
will provide additional public exposure and increased interest for potential sponsors.
AREDAY has a track record of building high -quality national and international
partnerships. For example, AREDAY was most recently a `Founding Partner' of the World
Climate Summit at the United Nations Framework Convention on Climate Change (COP-16)
2010, in Cancun, Mexico. In 2009, AREDAY partnered with Bellona Foundation, a multi-
disciplinary international environmental NGO based in Oslo, Norway. AREDAY fostered
collaboration among NGOs and the private sector, producing thirteen side events at the Bella
Center, the official UN venue at the United Nations Framework Convention on Climate Change
— Conference of the Parties 15 (COP15) in Copenhagen. AREDAY has also built a partnership
with The American Council on Renewable Energy, ("ACORE"). ACORE works to bring all
forms of renewable energy into the mainstream of America's economy and lifestyle. In addition,
AREDAY works closely with the Carbon War Room, Founded by Richard Branson of the Virgin
Group, to harness the power of entrepreneurs to implement market -driven solutions to climate
change.
ACORE- the American Council On Renewable Energy and The Carbon War Room are
domestic partners of AREDAY.
AREDAY is proud to have built excellent relationships with sponsors. We have a
sophisticated sponsor deck offering a variety of high visibility sponsorship opportunities, as well
as underwriting opportunities for specific components of the event. Sponsorship opportunities
range from corporate and organizational National, Regional and Aspen Title sponsorships,
individual levels of support and underwriting options for receptions, evening benefits, the film
festival, the Expo, luncheons, specific roundtables, panels and the AREDAY Events brochure
and printed materials. Past and continuing sponsors include: Adam Lewis, ACE — Alliance for
Climate Education, Craton Equity Partners, Department of Energy, Encana Natural Gas, Green
Mountain Energy, Holy Cross Energy, Invenergy, John McBride and the Sopris Foundation,
League of Conservation Voters, Linda and Charles Johnston, The National Wildlife Federation,
Cheryl & Sam Wyly, Scuderi Engines, Ted Turner and the Turner Foundation, The Alliance for
Sustainable Colorado, the City of Aspen, the US Green Building Council, and Yarmony Energy.
In 2010, AREDAY was endorsed by the Energy Futures Coalition, Presidential Climate Action
Project, Rocky Mountain Institute, and the United Nations Foundation.
Aspen Ambassadors
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Status
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1. Please explain your proposal. If it is an event --
what is it, when will it be, where will it take place,
I purpose that Aspen have ambassadors walk the
how many participants do you hope to draw, etc9
downtown core I propose that we have roving
Also, please include your estimates of the number
ambassadors walking around the downtown core in
of participants, number of out- wn
the evenings [4-9] to help guests find whatever they
each
participants, number of people each participant
are looking for. The current info booth is stationery
will "bring with them" to town participate in
and many people are not aware of its existence.
room nights you
the event and the number o
Strolling ambassadors with a wealth of local info
c
expect your event to ou can leave your
would be very helpful to our visiting guests. They
answers in the fields bebelowlow,, oor r you can scroll to
could provided a roving concierge service increasin
the bottom and upload your proposal packet.
business in turn.
Please make sure any uploaded proposals contain
all information requested on this form.
Any guest that can not find the restaurant and or
2. How would your proposal increase visition?
function they need to get to is always very happy
Enhance the vistor's experience in Aspen?
for a friendly face to show them the way or answer
Showcase Aspen to the outside world? Help local
any questions they may have. This would be a
business?
unique service providing on the spot up to date
personalised information - provided by locals.
3. What is your marketing approach? Outline
Easily identified uniforms for ambassadors. Paper
what kind of media exposure you anticipate to
press, web site via stay aspensnowmass.com
generate and how.
The budget would be fairly low. Uniforms would be
4. What is the total budget for your event/idea?
part of the budget, the roaming ambassadors would
(Revenue source, expenditures by use
be volunteers. They would recieve ski passes or
please present in a proforg format.) How much
se
something along the same line. I think this program
City money are you seeking? What will the City
would be easy to implement potentially starting this
n do you need it?
money be used for? How soon
winter or the coming summer season.
5. Are you proposing to manage/shepherd the
No - this is just my idea. My stake is that I just want
creation of this event or idea, or do you intend for
Aspen to be the best resort out there. I am currently
someone else to do it? What is your "stake" in
a long serving skico ambasssdor on snowmass rot
making this happen?
and i see the results of what we do.
6. Is your event a "for profit" event or a "not for
profit" event or concept? What happens if the
event or idea is not successful and doesn't recoup
Not for profit. Just a great form of guest service that
the money your budget assumes it will make?
our skiing guests will recognize that is offered in
Who bears the risk of failure? Who reaps the
town.
reward of being more successful than you
anticipate?
7. What do you want/need from others in order to
make your idea/event happen and make it
successful? Have you had discussions yet about
I would think this would be for ACRA to handle.
partnerships/help? If you are the event organizer,
I nf9 1/4/2011 2:05 PN
FonnSite.com - Single Result Table
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t
please indicate your experience in producing
events of this type and describe how successful
those events have been.
8. If your event or concept is intended to "live
beyond a year," what plans do you have to create
long-standing sponsorships so that the City
The money should come ACRA.
stimulus money is not required every year to keep
it going?
If you like, you can upload any supplemental
items here. Files up to 20MB are acceptable.
If you like, you can upload a file responding to
the questions above here. Files up to 20MB
should work.
Date
2010-12-10 19:06:04
Start Time
2010-12-10 18:11:09
Finish Time
2010-12-10 19:06:04
Duration
54m 55s
User
70.57.54.60
Browser
IE 8
OS
Windows
Referrer
httv://www.aWKnpilkin.com/
2 of 1/4/2011 2:05 PM
Aspen Artisan Pop -Up Co -Op
Aspen Artisan Pop -Up Co -Op
Submitted by: Jack Johnson
PO Box 10174
Aspen, Colorado
970-948-9874
writejacknow@yahoo.com
Summary
Aspen is a world-famous cultural destination and many fine artisans live and work here. The
Aspen Artisan Pop -Up Co -Op will provide an opportunity for local craftsmen -artists who
cannot afford prohibitively expensive rents to have their work for sale in high -visibility, and
currently vacant, locations in downtown Aspen. The Pop -Up will further provide teaching space
for the artists to present short, drop -in workshop classes to locals and tourists alike.
The Pop -Up proposes to brand our local artisans as a distinct, identifiable, and marketable group
through the visibility afforded by a store front.
Benefits to Interested Parties
This is an opportunity for a public/private partnership between landlords, the City, the business
community, and the creative community to work collaboratively to solve a problem: Empty retail
spaces which take away from the vibrancy of the resort, and commercial rents which a single
artisan cannot afford.
It is also a new idea for the tourist experience and an opportunity for local artisans to supplement
their income.
Artists/Craftsoeoale
The Aspen Artisan Pop -Up will give local artisans an opportunity to display and market
their hand crafts, and explain and teach their craft to others. By working together under
the Pop -Up, local artisans can capture a portion of the sales dollar that is currently
untapped and distribute the cost of prohibitive local rents among themselves in
cooperation with the landlord.
In Aspen's formative years, it was easy and cheap for artists to rent small venues and
hang out their shingle, which led the way for the town's creative spirit to thrive. It is
difficult for many Roaring Fork Valley artists to find representation in Aspen's shops and
galleries, whether because they do not produce a volume of work, or because,
individually, the sale of their work would not be sufficient to pay the expenses of a retail
space.
Tourists
The Aspen Artisan Pop -Up Co -Op will provide a rich and rewarding experience for
tourists by giving them an opportunity to acquire unique, handmade and local products.
Many'municipalities around the world attract tourists through the sponsorship of local
crafts, such as Granville Island in Vancouver, British Columbia, the Artisan's Market in
San Miguel de Allende, Mexico, the Boulder (CO) Arts and Crafts Cooperative on Pearl
Street, The Working Artists Gallery on Main Street in Grand Junction, and our own
summer Aspen Saturday Market.
The Pop -Up will also bring another novel experience for tourists through the drop -in
workshops taught by the represented artists and interested locals. While many people
come to our area to study at the Anderson Ranch, or take semester -long classes at CMC,
the spontaneity and fun of a short workshop with an artist will be enriching and
memorable.
The City of Aspen
In late December, 2010, there were ten or more empty storefronts between Main and
Durant and Monarch and Spring Street. This is not good for Aspen's image as an
exciting resort destination with fine and varied shopping experiences, or for the local
economy. The Aspen Artisan Pop -Up Co -Op will create vitality, and fill empty
storefronts.
The revenue generated for the local artisans will stay in the community and thereby
multiply its effect, rather than flow out. The Co-op will provide a new source of sales tax
revenue for the City and create additional revenue for locals who are already established
in the area.
This revenue will be generated without increasing the need for housing, as the artisans
are already living in the valley and often have other income or employment. The Pop -Up
will supplement their income source, not replace it, and encourage the development of
their craft.
Additionally, the mission of the Pop -Up will not be in conflict with either the Red Brick,
existing galleries and shops or the Saturday Market. The number of Red Brick
exhibitions is limited by its mission to give adequate exposure to each show, thereby not
being able to accommodate large numbers of local artists in the year. The Farmers
Market has been very successful in providing space for locals to get their wares before
the tourists but is also constrained in time to one day a week for a season. The artists
represented by the Pop -Up Co -Op are not currently represented in town and will not be
selling their products at a price point comparable to any existing gallery or shop.
The Pop -Up Co-op idea will attract attention from front -range media outlets as an
innovative strategy that Aspen is using to better market itself as well as provide a new,
creative selling point for the resort. It can be used to further market Aspen as a resort
responding to the needs and desires of the entire tourist family - those recreating on the
mountain and those seeking different experiences.
Based on the many wonderful craftsmen working here, our town could easily become
better known as a regional center of excellence for fine crafts and give us another area in
which to market Aspen and Snowmass by working partnership with CMC, Anderson
Ranch and the entire artistic community.
Landlords
The Aspen Artisan Pop -Up will be a full time open house to showcase a landlord's space,
taking it from dusty and dark to occupied, lively, and vital with high -quality local
products. A lighted, busy space attracts the attention of other qualified business owners,
who can see the potential there for their own activities.
Due to its expectation of a short-term leased space, the aptly -named Pop -Up Co -Op can
move on to another location when the current space finds a permanent tenant. Working
in partnership with the landlord, in lieu of rent, the Pop -Up will expect to pay only a net -
based percentage of sales, as well as utilities, and to have an agreed -upon time at the
outset in which to vacate. Tax benefits may accrue as well.
Recently, an article in The New York Times (attached) described the revitalization of
areas of that city and the value to landlords of using this idea. The model for occupying
empty storefronts with creative businesses is being applied in cities such as Brooklyn and
San Francisco. Everyone is drawn to places with intrinsic vitality, and the Aspen Artisan
Pop -Up Cooperative will be such a place.
Description of Products
Many fine artisans live throughout the Roaring Fork Valley. Among the products and genres we
will hope to represent at the Pop -Up Co -Op are:
Pottery, woven textiles and garments, blown and hand molded glass, leather garments, saddles
and accessories; hand made jewelry and beadwork, organic cosmetic products, wool -felted
animals and children's toys, hand spun yarns; watercolor and oil paintings, sculpture, hand made
furniture, home accessories; honey, candles, leather journals, and bags. There are many more.
Business Goals
Objective: To forge a mutually beneficial, public/private partnership between local landlords
and commercial real estate brokers, the city of Aspen, ACRA, and the Aspen Artisan Pop -Up
Co -Op to provide a display space where qualified local artisans may sell their products.
This isn't a simple proposal about how to fund a single retail store or create a new special event
with stimulus money from the city but a proposal about how to fill empty storefronts AND how
to increase tax revenues AND how to increase incomes of existing residents. The business
goals are community wide and require community action and participation.
This is a novel idea —merging local arts and crafts sales with a pop-up model. It will take much
discussion, cooperation and negotiation to arrive, collaboratively, at a mutually beneficial and
financially viable model for all the parties in the partnership. The novelty of the idea and its
goals makes it difficult to write a typical pro -forma, for if any one of the interested parties isn't
committed to the idea it doesn't have much chance.
There are several existing models that have been successful in other communities but none
merged with the pop-up model.
There is the classic cooperative model in which the risks and rewards are equally shared by all
participating and shares are sold to the public. If the Pop -Up Co -Op found a permanent home
this model would work best. There is the consignment model which might be best for an idea
that is designed to move around downtown and conform to different sized spaces every six
months. Artists pay based on a percentage of sales. Risk is born by the owner of the store.
There is the antiques mall model in which space is rented by individual artists. Risk is born by
the owner of the store.
The ask and the risk to the interested parties:
As the organization fulfills its creative promise, and its viability is proven over time, the goal is
that the cooperative will be financially strong enough to continue in a space of its own, without
subsidy and become a full fledged non-profit cooperative. The Co -Op is a not for profit that
seeks to make a profit and return that profit to the members of the Co -Op.
Artisan Buy -in:
• Artisans will be expected to provide "sweat equity", teach a drop -in workshop, help
move locations, work in the shop to defray costs
• Artisans must live and work in the Roaring Fork Valley.
• Applicants for the Co -Op will submit works to a jury panel
• Only handcrafted, locally -made work will be considered
• Split sales with the Co -Op
Landlord Buy -in:
• In lieu of rent, the Co -Op and the landlord will be in partnership and the landlord will
receive a percentage of net sales
• Landlord will have to be willing to accept a short term lease and give adequate notice for
the need to vacate the space
City of Aspen Buy -in:
• The city will provide complete financial backing for the first six months of operation, if
the Pop -Up Co -Op proves to be viable, the money will not be needed and/or re -paid
• The city will provide legal and accounting advice from those departments to defray costs
• The money the city provides is needed in increments and soon.
ACRA/SAS Buy -in:
• ACRA/SAS will assist in coordinating marketing and media exposure efforts for the Co -
Op
• ACRA/SAS will promote the Co -Op on its website and at the visitor's center kiosks
Community Buy -in:
• If the model proves successful, shares in the Co -Op will be offered to the general public
and they will become members of the Co -Op.
Marketing.................................................................... $5,000.00
Utilities, CAM*, taxes, fees........................................10,000.00
Wages.........................................................................30,000.00
Accounting......................................................in
kind
Insurance ......................................................unknown
Fixtures andfurnishings**............................................5,000.00
Cash register/computer.................................................5,000.00
Legal start up....................................................in
kind
Total estimated start up costs................................$55,000
*given the nature of the pop-up model, this is impossible to determine as each space is different
**each space brings with it different opportunities and challenges.
Revenues
Aspen will collect taxes on an estimated $33 million in sales in the specialty retail and
jewelry/gallery/fur sectors in 2010. The Pop -Up proposes to increase expenditures in those
sectors by offering products that are not currently available for sate in downtown Aspen —local
arts and crafts. An incremental increase of only 1 % would yield sales of $330,000.
Represented artisans will pay a monthly fee based on square footage and a percentage of their net
sales.
As Manager of the Aspen Artisan Pop -Up Co -Op, Jack Johnson is seeking the start up funding
for the project. The manager position will be a full time employee. There will be one part time
employee and artisan participation in running the Co -Op.
Relation to Guiding "Mining Aspen for Ideas" Principles
This proposal is rooted in Aspen's guiding principle of community involvement in solving
problems.
It expands upon our existing arts community by increasing exposure to our tourist shopper and
builds upon our existing community minded ethos.
This proposal increases sales and sales tax collections. It creates one full time and one part time
job and increases incomes to locals but doesn't burden the community by increasing the need for
housing. This proposal creates vitality and liveliness on our streets enhancing the experience of
Aspen for tourists and locals.
This proposal uses existing facilities (though not publicly owned ones,) expands upon our
existing marketing efforts, provides a new experience and opportunity, and will attract simple
media exposure.
Square Feet - Pop -Up Stores Become Popular for New York Landlords...
http://www.nytimes.com/2010/06/23/realestate/com rmrcialJ23popup.h..
e4t;Aires 11C rillt:$Reprints
This copy is for your personal, rnancommarial use only. You can order presenfaliameady copies for distrlMAbn to
your colleagues, clienlis m custaners here or arse the Repints" tool Nat appears net to any article. Vast
ww nytreprints.com for samples and addbonal information. Order a reprint of Nis article now.
June 22, 2010
Pop -Up Stores Become Popular for New
York Landlords
By KErrH MULVIHILL
"Four days ago this was nothing; that wall didn't exist," an ebullient Charles Gibb, the president
of Belvedere Vodka, said on a recent night as he pointed to a pristine white wall in a
meatpacking district space covered with images of a model wearing a citrus -pink caftan.
Nearby, the comedian Chelsea Handler chatted with admirers while sipping a cocktail. Clusters
of well -dressed young people raised camera -phones to snap photos of the occasional celebrity
(Ashley Olsen and Kelly Osbourne, among others, stopped by).
The garment in the photos was created by the designer Matthew Williamson especially for the
occasion: the introduction of Belvedere's pink grapefruit flavor. (The caftan was for sale across
the street, at the Williamson boutique, for $1,195.)
Three days later, the photographs, the stars and all traces of Belvedere were gone — one more
pop-up shop that served its purpose.
The concept of a "now you see it, now you don't" store is commonly tied to a holiday theme: the
New York beauty store Ricky's opens more than a dozen Halloween costume shops in
September and October. And last winter Toys "R" Us opened 33 Holiday Express locations in
the tristate area.
But in the last few years pop -ups have flourished in New York regardless of the holiday
calendar. For building owners they are a way to fill vacant space and for sellers they offer a
place to gauge the reception to their brand or introduce new products, without a long-term
rental commitment.
"The great thing about a pop-up space is that it allows you to have one very consistent, very
clear and very distinct message around the brand," Mr. Gibb said. Belvedere negotiated a deal
to lease the 6,5oo-square-foot second -floor space at 04 West 14th Street a few months in
advance. Within a few days of the three -night event, a team of designers, painters and
construction workers turned it into a softly lighted den of glamour.
David Sitt, vice president of operations at Sitt Asset Management, which owns the recently
1 of4 1/4/2011 8:10 AM
Square Feet - Pop -Up Stores Become Popular for New York Landlords... http://www.nytitws.com/2010/06/23/realestate/commercial/23popup.IL..
rehabbed building with the Carlyle Group, said attention -grabbing pop -ups, like the Belvedere
Vodka event, could be a way to introduce prospective clients to the building.
"This is an open house that pays for itself," he said. "You never know who's connected with
who. Someone could walk in and fall in love with the building or tell a potential client"
Jeffrey Roseman, an executive vice president of Newmark Knight Frank Retail, said a recent
pop-up store at 626 Broadway for Zumiez, an action -sports retailer based in Everett, Wash.,
was an effective way to advertise the space itself, as well as the Zumiez brand.
"When I was showing the space to prospective retailers," Mr. Roseman said, "they were
jamming out of that store, music was blasting and kids were running in and buying stuff. The
retailer we brought in there really had an opportunity to see life in a prospective store."
Occasionally, pop-up retailers may go on to negotiate a long-term lease. "Its like taking the car
out for a spin before you buy it," Mr. Roseman said.
Generally, Mr. Roseman said, the per -square -foot prices for pop -ups are comparable to
long-term leases on a pro -rated basis. "It's a month's rent for what it would rent for on a
long-term basis," he said. "It's generally not a discount for the month."
Whether or not the surge of pop -ups over the last few years is strictly a reaction to the
recession is hard to say, as no one tracks their occurrence. Still, given the economic climate,
there is no dearth of empty high -visibility retail space, and opportunities for pop -ups still seem
strong. One wrench in the longevity of the concept is declining rents, which may attract more
long-term tenants and quell landlords' desire to deal with pop -ups.
The retail rental market "is starting to pick up," Mr. Sitt said. "Starting in 2011, I don't think
you'll see as many" pop -ups.
But judging by the swift business at Target's Liberty of London pop-up shop in March at 42nd
Street and Sixth Avenue across from Bryant Park (open for a few days, it sold out of
merchandise and closed a day early), it appears that shoppers have not tired of them.
"I think they're here to stay; it's great advertising," Mr. Roseman said.
Mark Helder, the architect and owner of Metropolitan Green, a recently completed
condominium in Williamsburg, Brooklyn, said he wasn't actually looking for a long-term
leasing client; he preferred the flexibility offered by revolving pop -ups.
Metropolitan Green was completed in December and took on its first retail pop-up client in the
cozy 66o-square foot storefront
2 of 4 1 /4/2011 8:10 AM
Square Feet - Pop -Up Stores Become Popular for New York Landlords... http://www.nyfines.com/2010/06/23/realestEtte/conmiercial/23popup.IL..
"My original idea was to provide a space that could be used by local artisans," said Mr. Helder.
People can use the space anywhere from a long weekend to a maximum of two month5-The
monthly rate is just under $4,000, which includes utilities, insurance and Wi-Fi.
For some building owners, the choice of offering a temporary lease may have little to do with
cash flow. In April, the Architectural League of New York signed a two -month agreement for a
3400-square-foot storefront at 25o Hudson Street, and mounted a photo -driven exhibit called
"The City We Imagined/The City We Made: New New York 200-2oto."
"We are not making any money on the deal but we thought it might be good to show a little life
on the street," said Dennis P. Brady, the managing director at Jack Resnick & Sons, the
company that owns the building. "We figured its good for the neighborhood, good for the store
and good for the building."
"It's only two months, so even if I do get someone who comes along and wants the store, by the
time you put a deal together its going to be two months anyway," Mr. Brady said.
Ellen Baer, president of the Hudson Square Business Improvement District, said she could not
be happier. Late last fall, after taking stock of vacant retail space, Ms. Baer said she began
gauging building owners' interest in doing pop -ups, whether retail or gallery shows.
"It helps to showcase available spaces, it brings foot traffic here that might not otherwise come
to this neighborhood, and it provides people with activities that are consistent with the theme
and vibe of the neighborhood," Ms. Baer said.
Similar pop -ups by other neighborhood business improvement groups are happening
throughout the city. The Port Authority currently has a month -to -mouth lease agreement with
the Fashion Center business improvement district and the 'times Square Alliance. The retail
space, a storefront at the Port Authority Bus Terminal at Ost Street and Eighth Avenue, has
been called Blank SLB. In April and May it was home to TerraCycle, a New Jersey -based store
that sells products made from waste materials. In downtown Brooklyn, at 177 Livingston Street,
a 5,000-square-foot retail space is a temporary home to two arts and one education
organization that are hosting monthly events.
"Using vacant retail space for temporary shops or exhibits is brilliant," said Bill Chororos, who
was visiting the Architectural League's exhibit on Hudson Street on a recent weekend.
"Anything is better than dead space."
"To people not in the real estate business, the notion that landlords can leave empty retail
space for years is mind -boggling," Mr. Chororos said.
3 of 1/4/2011 8:10 AM
Aspen Fashion Week
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Question
Value
Reference #
5975572
Status
Complete
Estimated attendance is 2500-- in
You name and contact information.
town guests, sponsors, designers and
teams, production, and attendees.
1. Please explain your proposal. If it is an event -- what is it,
We are designed to be a destination
when will it be, where will it take place, how many participants
event- through marketing,
do you hope to draw, etc? Also, please include your estimates
partnerships and participation, and
of the number of participants, number of out-of-town
media, we elevate the image of
participants, number of people each participant will "bring with
Aspen, showcase the resort town to
them" to town to participate in the event and the number of
an international audience. We utilize
room nights you expect your event to produce.You can leave
local staff, production, businesses
your answers in the fields below, or you can scroll to the bottom
wherever is appropriate. The event
and upload your proposal packet. Please make sure any
schedule outlined in proposal
uploaded proposals contain all information requested on this
incorporates supporting local retail.
form.
2. How would your proposal increase visition? Enhance the
We are primarily focused on PR as
vistor's experience in Aspen? Showcase Aspen to the outside
the means to showcase the event. The
world? Help local business?
PR valuation is attached in packet.
$570k Budget outlined in proposal.
3. What is your marketing approach? Outline what kind of
We are asking for $50k in the hope of
media exposure you anticipate to generate and how.
adding an additional venue-- ASAP is
when we'd like funding.
4. What is the total budget for your event/idea? (Revenue by
Aspen Fashion Summit LLC is the
company that produces Aspen
source, expenditures by use -- please present in a proforma
Fashion Week. Our stake all along has
format.) How much City money are you seeking? What will the
been to introduce an event good for
City money be used for? How soon do you need it?
Aspen.
5. Are you proposing to manage/shepherd the creation of this
The event company is "for profit" but
has not made a profit as of yet. The
event or idea, or do you intend for someone else to do it? What
risk for assuming the costs of the
is your "stake" in making this happen?
event and production are solely ours.
6. Is your event a "for profit" event or a "not for profit" event or
concept? What happens if the event or idea is not successful
We have enlisted support from a
and doesn't recoup the money your budget assumes it will
number of entities and organizations
make? Who bears the risk of failure? Who reaps the reward of
in town and will continue to do so.
being more successful than you anticipate?
7. What do you want/need from others in order to make your
idea/event happen and make it successful? Have you had
When the still very violatile
discussions yet about partnerships/help? If you are the event
sponsorship economy bounces back,
organizer, please indicate your experience in producing events
our goal is to be full funded by
of this type and describe how successful those events have
sponsorship dollars.
been.
1 of 1/11/2011 11:40 AM
FonnSite.com - Single Result Table
https: //fs 16.formsite.com/fs 16_app/FormSite?EParam=Km8gHSeyW...
8. If your event or concept is intended to "live beyond a year,"
what plans do you have to create long-standing sponsorships so
that the City stimulus money is not required every year to keep
it going?
2011 City Letter Mining.pdf
If you like, you can upload any supplemental items here. Files
up to 20MB are acceptable.
If you like, you can upload a file responding to the questions
above here. Files up to 20MB should work.
Date
2011-01-07 14:11:42
Start lime
2011-01-07 14:11:42
Finish Time
2011-01-07 14:11:42
Duration
N/A
User
24.9.133.73
Browser
Safari
OS
Mac
Referrer
N/A
2of2
1/11/2011 11:40 AM
ASPEN
FASHION
WEEK
EVENT OVERVIEW
Prepared for: CITY OF ASPEN MINING FOR IDEAS COMMITTEE
Prepared by: LISAJOHNSON, FOUNDER, ASPEN FASHION WEEK
January 5, 2011
ASPEN
FASHION
WEEK
1. Introduction and Background
2. Overview/Budget
3. Funding Request
ASPEN
FASHION
WEEK
Overview
Aspen Fashion Week is a destination fashion event designed to showcase and market winter resort, ski and technical outerwear in the home and playground of
the most stylish consumers. With high -energy, daily apres ski fashion shows, in-store presentations, film screenings, on -mountain events and late night
fashionable soirees, 2011 continues to be the hottest fashion, lifestyle and consumer event in the world.
Aspen Fashion Week is entering into it's third year of production. The "soft launch" of the event was in 2009 with 2010 going full scale. Event is "for profit"
with not for profit support.
ASPEN
FASHION
WEEK
Why Fashion? Why Aspen?
Fashion and sportswear are big business. Some of the biggest names in fashion including Prada, Moncler, Ralph Lauren, Dior, Gucci, Louis Vuitton, Fendi,
Malo, Loro Piana and Burberry have boutiques in downtown Aspen. Ski, snowboard and technical brands including newly opened Jet Set, Obermeyer,
Quicksilver, Marmot, North Face, and Helly Hansen also have storefronts here. These stores have a presence here because Aspen is the epicenter for winter
fashion.
New York Fashion Week, held semi-annually, has an economic impact on the city of New York in excess of $177 million. The visitors who converge on the
city to attend the shows shop in the stores, fill the hotels, dine in the restaurants and host events in celebration of the event.
ASPEN
FASHION
WEEK
How does this benefit Aspen?
1. Rooms, Room, Rooms & Flights: Tourism!
AFW spent $30,000 on airfare bringing media and attendees to town. Expected to draw 2500 total visitors to events over course of week- some local, some
visitors; brands and designers are spending their money in ASPEN.
2. Sales Tax Revenues & Retail:
In store events; events anchored in the downtown core that will drive business to retail stores, restaurants and hotels. The basis of the event is to highlight
the style and fashion in Aspen is unlike any other-- encourages shopping!
3. Media Value: Pitching Aspen as the premier ski resort and destination where winter lifestyle is defined. A -list editors, journalists and broadcast media that
we'll be bringing in in partnership with hotels. In 2010, with the partnership from the Aspen Chamber, we achieved over $40 million in media impressions.
W EVENTS
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FASHION
WEEK
Business Model/How does this pay for itself?
Sponsorships: Sponsors require ability and space to interact with the consumer, showcasing their brands and services.
Designer participation fees: Designers are accustomed to a standard of production that is of equal stature to their brand and to fashion show production
standards in other comparable cities.
Consumer ticket sales: Consumers have a level of expectation when they purchase a ticket or a credential to have an experience in line with their purchase.
ASPEN
FASHION
WEEK
2010 Overview
FAST FACTS
March 14-19, 2010
Approximate Total Attendance: 2500
Number of Events: 40
Venues: base of Aspen Mt., The Sky Hotel, Belly Up Aspen, Dancing Bear Aspen, Limelight Lodge, Wheeler Opera House
Participating brands and stores: Kjus, Obermeyer, Dannenmann Pure, Marmot, Parajumpers, Rossignol, Helly Hansen, Bogner, Authier, Spyder,
Wolverine, Aether Apparel, D&E Sports, Hamilton Sports, Performance Ski, Ralph Lauren Aspen, Gallerie Maxmillian, J. Crew, The Gallerie, Tenet,
Pucci, McKenzie & Tribe, Paige Gamble, Cos Bar, B'Jewel, Theory, Aspen Sports
Event Ticketing Model:
VIP tickets were available
Staffing & Volunteers:
AFW had three full time contract employees.
(4) Volunteers
(2) Interns- Colorado State University and via independent inquiry
(12) Production team- that stayed in hotels, ate in restaurants
(40) Fashion Students via the Art Institute of Colorado housed in City housing
ASPEN
FASHION
WEEK
2011 Working Schedule of Events
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
March 14
March 15
March 16
March 17
March 16
March 19
12pm - 4pm
Mountain Events
Mountain Everts
Mcunta n Evenis
MouWw Events
Moumatn Events
•
•
•
•
dpm - m
(2) Swesioe
(2) Slopesde
(2) Stopesde
(2) Sopesde
SPonvur Even+
Rurtway+Snovrstaye
w
RunaylSnowslage
Rurtwa .'Snows
y rage
Runway:5nowstage
•
M
•
6pm epm
Opening Event•
(4) time
(4) in-abre
(4) MFatero
(4) b"ft
Sponsor Event
preswtfalor•
preaeraafan
presentaYons
preaeKetions
•
•
•
•
•
apm _ top,
Rocim Runway
(1) Runway at
(1) Runway a1
(1) Runway al
(11 Runway at
(1) Runway a1
AFW at The Chateau
AFW at The Chateau
AFW at The Chateau
AFW ar The Chateau
AFW at the Chateau
1opm
•
RodurnRunway
•
Other Evert TBO
•
Rockin' Runway
•
Other Event TBD
•
Rorkn' Runway
• Snewstage Venue • Vanous
in Store Chateau - Man Staqe
• Belly Up •
OtF:er Venues
Sd*drAe sutipCl 10 Change. PImo 13e51DJn5 srbpct 1e awarlabidy
ASPEN
FASHION
WEEK
VENUES
Snowstage
March 13-17
(10) Daily apres ski runway
shows
The Chateau
March 14-16
Runway, Presentation and
Fashion Events
Belly Up Aspen (tbd)
March 14-17
Runway, Presentation and
Fashion Events
Wheeler Opera House (tbd)
March 14-17
Film Screening
Marketing
"AMC.".- �, "10
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ASPEN
FASHION
WEEK
Budget Overview
2011
Staffing/Admin
$50k
Event Production
$350k
Show Production
$100k
Sponsor Marketing
$15k
Marketing
$40k
Media & Production
$15k
Total
$570k
ASPEN
FASHION
WEEK
Funding Request
$50k-- approximately 10% of our working event production budget MINUS staffing
-Brick and Mortar Infrastructure
-Additional Staging Area for Sponsorship
January 7, 2011
Mr. Barry Crook
Assistant City Manager
City of Aspen
submitted via email
bar[y.crook@ci.aspen.co.us
cc: Sally Spaulding
Dear Barry:
Thank you for the opportunity to submit a proposal for the Mining for Ideas grant
approval process. Aspen Fashion Week appreciated the grant in 2010 and we are
hopeful that we can rely upon the City of Aspen in 2011 as we continue to move through
the growth process in building our event.
Please find a thorough proposal of Aspen Fashion Week 2011 with a full justification for
our seeking City funding. If there are any questions, please don't hesitate to call me.
Best,
Lisa Johnson
Founder & CEO
Aspen Fashion Week
Date
Outlet
Item
Season
Ad Rate
Circulation
Nielsen Net Rating
Outlet Type
12/16/2009
Fashion Rules
Travel Story
Fall 09
NA
NA
NA
Online
January / February
LA Confidential
Travel Story
Winter 10
$20800
66439
NA
Print - LifeStyle
February
Passport
Travel Story
Winter 10
$7770
73800
NA
Print -Lifestyle
Magazine
2/1/2010
Luxist.com
News Piece
Winter 10
NA
400000
NA
Online
2/3/2010
Celebrifi
Winter 10
NA
1500000
NA
Online
2/5/2010
Fashion Folio
Travel Story
Winter 10
NA
NA
NA
Online
2/25/2010
NYTimes.com
Retail Piece
Winter 10
NA
16300000
NA
Online
March
Southwest Flair
Release
Winter 10
NA
50000
NA
Online
Magazine
3/1/2010
Skiresorts.com
News Piece
Winter 10
NA
20000
NA
Online
3/3/2010
Aspen Shines
News Piece
Winter 10
NA
NA
NA
Online
3/4/2010
WorldWide
News Piece
Winter 10
NA
NA
NA
Online
Exlcuive
March
Hemispheres
Calendar Section
Winter 10
$48320
399333
NA
Print - Lifestyle
(United Airlines)
3/5/2010
303 Magazine
Calendar Section
Winter 10
NA
NA
NA
Print -Lifestyle
3/8/2010
ClubZone
John Forte at Belly
Winter 10
NA
330000
NA
Online
Up
March
Denver Magazine
Calendar Section
Winter 10
$4850
30000
NA
Print - Lifestyle
3/9/2010
In Denver Times
News Piece
Winter 10
NA
NA
NA
Online
3/9/2010
Fashion Capital
News Piece
Winter 10
NA
20000
NA
Online
3/1012010
Fibre2Fashion
News Piece
Winter 10
NA
70000
NA
Online
3/10/2010
Colorado Mountain
News Piece
Winter 10
NA
NA
NA
Online
Vacations
3/10/2010
Pitch Engine
Katerina Lankova
Winter 10
NA
28000
NA
Online
presents at
BJeweled
3/10/2010
SNEWS
Katerina Lankova
Winter 10
NA
20000
NA
Online
presents at
BJeweled
3/10/2010
Refresh Agency
News Piece
Winter 10
NA
NA
NA
Online
3/11/2010
Denver Hub
News Piece
Winter 10
NA
NA
53400
Online
3/11/2010
quintessentially
News Piece
Winter 10
NA
NA
NA
Online
3/12/2010
SNEWS
News Piece &
Winter 10
NA
20000
NA
Online
Marmot
3/12/2010
Resort Quest Inn
News Piece
Winter 10
NA
NA
NA
Online
3/12/2010
WorldWide
News Piece
Winter 10
NA
NA
NA
Online
Exclusive
3/13/2010
3/14/2010
3/14/2010
3/15/2010
3/15/2010
3/15/2010
3/15/2010
3/15/2010
3/15/2010
3/15/2010
3/15/2010
3/15/2010
3/16/2010
3/16/2010
3/16/2010
3/16/2010
3/16/0201
3/16/2010
3/16/2010
3/17/2010
3/17/2010
3/17/2010
3/17/2010
3/17/2010
3/17/2010
3/17/2010
3/17/2010
3/17/2010
3/18/2010
3/18/2010
3/18/2010
3/18/2010
3/18/2010
3/19/2010
Aspen Times
Vacation Gals
Ski Like A Girl
Racked National
Stylelist
Current
Skollie Magazine
Greta Guide
Racked National
Racked National
Racked National
Racked National
FullFrontal
Fashion
Trends Fashion
The Find Buzz
Pracitical Travel
Gear
Skollie Magazine
Racked National
The Daily Truffle
Skollie Magazine
Greta Guide
Ski Magazine
OnlineGlam.com
Style.com
Racked National
Racked National
Racked National
Frias Properties
Aspen Daily News
Rad Collector
FullFrontal
Fashion
GridSkipper
HoneyMag
Racked National
News
Piece/Funding
News Piece
News Piece
News Piece
News Piece
News Piece
News Piece
News Piece
Christian Siriano
Tenet
KemoSabe
Monclear
News Piece
News Piece
News Piece
Obermeyer
FEED
Curious George
News Piece
Aether
TENET
Viceroy Shoot
FEED
FEED
Omnibus Gallery
FEED/Lauren
Bush
Marmot
News Piece
News Piece
News Piece
FEED
News Piece
Marmot
FEED
Klaus Obermeyer
Winter 10
$100
15000
NA
Print
Winter 10
NA
NA
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
1500000
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
65000
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
500000
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
70000
NA
Online
Winter 10
NA
65000
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
90000
NA
Online
Winter 10
NA
65000
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
300000
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
450000
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
950000
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
15000
NA
Print
Winter 10
NA
NA
NA
Online
Winter 10
NA
500000
NA
Online
Winter 10
NA
300000
NA
Online
Winter 10
NA
50000
NA
Online
Winter 10
NA
950000
NA
Online
3/19/2010
3/19/2010
3/19/2010
3/19/2010
3/19/2010
3/20/2010
3/20/2010
3/20/2010
3/21 /2010
3/2212010
3/22/2010
3/22/2010
3/22/2010
3/22/2010
3/22/2010
3/22/2010
3/22/2010
3/23/2010
3/23/2010
3/23/2010
3/23/2010
3/24/2010
3/24/2010
3/24/2010
3/24/2010
Total 2010
Total to Date
SkiMagazine
VanityFair.com
Practical Travel
Gear
Ski Like A Girl
Skollie Magazine
Aspen Times
Aspen Times
The Mish Dish
Girl on A bike
Garance Dore
Teen Vogue
Garance Dore
Outside Magazine
Racked National
Fashionista
Style.com
Vevant
Pretty Things
J.Crew Obsession
ACL
Refresh Blog
StyleCaster
Greta Guide
Vanity Fair.com
Outside Magazine
News Piece
Klaus Obermeyer
Juice Beauty
News Piece
Wrap -UP
FEED
Wrap Up
News Piece
News Piece
Jenna Lyons
News Piece
Aspen High
Society
News Piece
Wrap -UP
Jenne Lyons
Jenne Lyons
News Piece
Jenne Lyons
Jenna Lyons
TENET
Round Up
TENET
FEED
SkiWear
Julia Mancuso
Winter 10
NA
300000
NA
Online
Winter 10
NA
1000000
NA
Online
Winter 10
NA
70000
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
65000
NA
Online
Winter 10
$100
15000
NA
Print
Winter 10
$100
15000
NA
Print
Winter 10
NA
NA
NA
Online
Winter 10
NA
NA
NA
Online
Winter 10
NA
850000
NA
Online
Winter 10
NA
400000
NA
Online
Winter 10
NA
850000
NA
Online
Witner 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
Winter 10
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
$82040
300000
950000
500000
450000
NA
NA
NA
NA
NA
250000
NA
1000000
300000
40127572
40127572
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
Online
Online
Online
Online
Online
Online
Online
Online
Online
Online
Online
Online
Online
Aspen's go -Year -Old Legend Is Still
Hitting the Slopes
Darrell Hartman
� - J
Today is the last day of winter and, of less universal significance, the
last day of Aspen Fashion Week. For one or maybe both of those
reasons, the international ski set might now be thinking about
packing away their boots and poles. But they should also take a
moment to consider Klaus Obermeyer. Without him, none of the
above would exist as we know it. With the —possible —exception of
winter.
A few things most Aspenites and informed skiers know about
Obermeyer: he turned go this winter, and he's still a regular on the
slopes. He's the founder of the ski -apparel company Obermeyer and
inventor of aluminum ski poles, hard-shell insulated boots, the down
parka, and lots of other alpine gear we now take for granted.
Obermeyer's story reads like folklore. (To diehard skiers, it is.) Born
in Oberstaufen, Germany, he learned to ski at age three using planks
torn off old orange crates. By six, he'd upgraded to proper skis made
by Markus Eriksen, father of Norwegian racing legend (and Deer
Valley fixture) Stein Eriksen, and he made a name for himself at 12
when he became the first person anyone for miles around had ever
seen do a somersault on skis.
His most important move, though, was the one he made to the U.S.,
in 1947. Unable to find work as an aeronautical engineer, Obermeyer
went to Aspen in 1948 and became a ski instructor. As it happens, he
had taken a road trip with eventual ski -documentary kingpin
Warren Miller the year before. In Aspen, he split a cheap hotel room
with Pete Seibert, who would go on to build Vail.
Aspen at this time was in an "avant-garde" phase, as the novelist
James Salter later wrote, during which "socialites, cowboys, ski bums,
and miners mingled." The ski experience, moreover, was nowhere
near as effortless as it is now. Realizing cold weather and sunburn
were causing his students to cut their vacations short, Obernte_yer
took on the elements with a pair of scissors, slicing up a down
comforter and making it into a coat long enough to keep a skier
warm on the chair lift (Aspen at that time had the world's longest)
but short enough for the schuss down. The parka was a hit, as were
the zip -up turtlenecks and high -altitude sunscreen Obermeyer came
up with next.
'I think for skiing, the clothing is like a tool. It has to work well:
protect you in rain, in snowstorms, in the very cold," Obermeyer said
earlier this week at Wienerstube, the Austro-German restaurant
where he eats breakfast so often there's a parking spot in the back
reserved for his Mercedes ML;L5o. It's not that functionality is
nonexistent on the runways during Aspen Fashion Week, it's just that
it's sometimes less noticeable than the neon, graphic explosions and
trendy street looks so common in today's ski -wear. Obermeyer has
nothing against trends, and the brand's latest designs have plenty of
fun with neon. But, he said, "If they don't function, 1 don't want the
beauty."
Especially by high -living Aspen standards, Obermeyer is "a
conservative businessman," according to Wienerstube owner Harald
Neuweg. Behind Obermeyer's toothy grin, there's a serious reserve of
Germanic self-discipline. He stays fit in the oft -season by swimming
at his factory warehouse's solar -heated pool. Hell drink the
occasional glass of Gluehwein on a winter evening or a beer during
Oktoberfest, but no more than that. According to Neuweg, he "never
gets involved in heavy conversations."
Over the past half -century, as Obernieyer's thick accent has remained
perfectly intact, Aspen has changed dramatically. When Weinerstube
opened in 196,,, a lot of its employees were German or Austrian. Now,
Neuweg estimates he can count the number of local German
speakers under 40 on one hand. Obernieyer may, as Austrian -born
ski pioneers Anderl Molterer and Friedl Pfeifr have done, soon
disappear into Aspen myth. Then again, a nonagenarian who skis
better than he walks and has been known to answer to "Santa Klaus"
partially belongs to that realm already. According to Neuweg, "If you
see him on the ski lift and say, 'Hey, Klaus,' he will yodel."
Ski -Wear Turns Fashiony at Aspen Fashion Week I VF Daily I V..
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M.dals walk the runway at various Aspen Fashion Week shows. Photographs by Matt Power
and Mites Ladin.
Back in the early days of skiing, men took to the slopes in ties and knickerbockers. Women
flounced around in skirts. And while technical advances in past decades have generally led
skiers from the sort of looks that let you blend in at, say, a chic hotel bar, a lot of today's
ski -wear designers are going back to closing the gap between slopes and street.
"I think all of the ski and outerwear brands are definitely making a push to try to be mom
fashion," Aspen Fashion Week founder Lisa Johnson said last Thursday between one of the
dozen or so open-air runway shows she'd help put together, for the second year running, at
the base of Aspen Mountain. The sun was out, the Veuve Clicquot was flowing, and Vancouver
silver medalist Julia Mancuso was about to stride down the catwalk and cheekily throw open
her parka to reveal a set of very accomplished legs. It wasn't quite Milan or Paris —in a good
way.
1 of 1 12/2/10 11:42 AM
Aspen Festival of (star) Lights
1. Please explain your proposal. If it is an event -- what is it, when will it be, where will it take place, how
many participants do you hope to draw, etc? Also, please include your estimates of the number of
participants, number of out-of-town participants, number of people each participant will "bring with them"
to town to participate in the event and the number of room nights you expect your event to produce.
Many towns have a Festival of Lights in December to provide entertainment and draw
tourists to celebrate the holiday season. The Aspen Festival of (star)Lights proposes to
do something similar by doing the exact opposite.
Rather than turning on electrical lights to celebrate, this proposal seeks to turn off as
much light as is safely and reasonably possible in Aspen during the Perseid Meteor
Shower in August 2011 and celebrate natural star light. It is necessary to turn off man
made light as it inhibits the ability to see the stars. This year the shower will be at its
peak August 13 but will continue for weeks.
This event will showcase our commitment to environmental stewardship by enhancing
the experience of the natural environment and by educating tourists and locals about
Aspen's efforts to cut excessive electricity usage and invest in renewable energy
resources. It will emphasize our true commitment to the mind/body/spirit ethos by
educating people's minds about these issues and returning to their body and spirit an
experience of the wonders of the night sky.
We can encourage front -range tourists to travel to Aspen to see the shower from town
and the festival will offer a different experience of our normal night sky for tourists and
locals already here.
I think this festival should concentrate more on giving a novel, exciting and educational
experience of the natural world to those tourists already here than on creating a new
reason to come to Aspen in high summer season. Perhaps it will grow into something
else, but given the vagaries of the weather, the uncertainty of participation from
homeowners and businesses, and our already crowded summer season, it seems unwise to
promise something Aspen may not be able to deliver to those traveling here for the event
specifically.
Given the peak of the shower is still "high season," alternatively this festival could be
held most any weekend in the fall, perhaps to coordinate w/ "fall colors" and simply be
stargazing from in town without the meteor shower.
2. How would your proposal increase visitation? Enhance the visitor's experience in Aspen? Showcase
Aspen to the outside world? Help local business?
I'm not sure it would necessarily increase visitation if held in high season, it could do so
if held in the shoulder season especially if coupled with marketing for "fall colors."
It would showcase Aspen's existing efforts to conserve and create renewable energy and
our commitment to preserve the natural environment.
It most definitely would enhance the experience of those tourists already here and locals
too. Because of excess light, few of us ever get to experience a truly dark night sky and
the natural wonders it holds. We can't all go into the desert or back country to have this
experience but we can all turn off the lights.
3. What is your marketing approach? Outline what kind of media exposure you anticipate to generate and
how.
Marketing would be in local and state newspapers and media outlets and also piggyback
on existing efforts of the Skico and Aspen Chamber Resort Association and Stay Aspen
Snowmass through their publications and websites.
I expect the festival would gather state-wide and national exposure and serve as a model
for other cities and towns to do something similar.
Partnering with the Physics Institute, CORE and Aspen Renewable Energy Day would be
an inexpensive way to market the idea to already interested parties at little expense.
4. What is the total budget for your event/idea? (Revenue by source, expenditures by use — please present
in a proforma format) How much City money are you seeking? What will the City money be used for? How
soon do you need it?
No revenue source.
Expenses:
Newspaper ads
estimated $5000
Postage and stationery to contact electrical users to explain the idea and get them
on board estimated $2000
Wages for a coordinator if deemed necessary but I'd think the COA, Special
Events, and ACRA working together could produce this with no additional staffing
estimated $5000
Electrical usage would be decreased so the Electric Department would take a hit, I
suspect a welcome one! Unknown
There may be costs associated with city workers turning off street lights if
deemed safe to do so. Unknown
Total (though unnecessarily high) estimated $12,000
5. Are you proposing to manage/shepherd the creation of this event or idea, or do you intend for someone
else to do it? What is your "stake" in making this happen?
I have a general stake as citizen of Aspen in any event that proposes to build and
showcase our existing environmental efforts and I'm an amateur stargazer myself and
now how hard it is to see the night sky even though we are in a "rural" area. I'd like to
give that experience to others.
I don't propose to coordinate this but I could if no one else wants to. I'd charge $50 an
hour and expect it to take 100 hours or so over the next few months to coordinate.
6. Is your event a 'for profit" event or a "not for profit" event or concept? What happens if the event or idea
is not successful and doesn't recoup the money your budget assumes it will make? Who bears the risk of
failure? Who reaps the reward of being more successful than you anticipate?
It's neither for profit nor not for profit. It's an event, an experience.
Failure would constitute an inability to turn the lights off to a degree sufficient to see the
night sky in a markedly better way than a normal night. I propose taking photographs
before and during the event to gauge success. Failure would be born by all of us.
Success would constitute a marked difference in our ability to experience the night sky
from town and an increased awareness and knowledge about our natural environment.
Success might simply be the stories it would generate in the media. Success might also
be measured by gauging by how much we cut electricity usage.
7. What do you want/need from others in order to make your idealevent happen and make it successful?
Have you had discussions yet about partnershipslhelp? Ifyou are the event organizer, please indicate your
experience in producing events of this type and describe how successful those events have been
To be successful, this event would require a great deal of community wide participation
and buy in —this entire end of the valley would have to participate to have a visual impact
sufficient for successful star gazing from Aspen proper.
Businesses, homeowners, citizens, tourists would all have to agree to turn their lights out
at a specific time for a specific period of time —yard lights, interior lights, tree lights,
hotel rooms, restaurants, etc. For those that cannot comply (businesses that are open at
night for instance) an attempt to put up curtains or otherwise block out the light or use
candlelight instead.
It should be a fun way to participate in a novel and memorable experience!
Partners would have to include the city of Aspen Electric Department and Streets
Department and Holy Cross Energy. Partners could be the Physics Institute and Aspen
Renewable Energy Day organizers.
By partnering with the Physics Institute and local amateur astronomers and casual star
gazers we can set out telescopes to enhance the experience and we could hold lectures on
popular astronomy in Wagner Park to educate people about the stars. This could use the
existing facilities of all our parks, the Wheeler and the Physics Institute and the entire
town.
By partnering with Aspen Renewable Energy day promoters and coordinating with their
event we can educate people about the impact of light pollution and excessive energy
usage on our environment. By partnering w/ CORE we educate people about our
renewable energy efforts.
The city of Aspen is already a member of the Dark Sky Initiative which seeks to lower
energy costs and light pollution and to return our night to being dark or at least darker.
I'm sure they'd be happy to partner with us.
8. ]fyour event or concept is intended to "live beyond a year, "what plans do you have to create long-
standing sponsorships so that the City stimulus money is not required every year to keep it going?
If this is successful and the town wishes to continue it into another year or years, I'd
expect the costs to be significantly less in out years as the buy in and experience will
already bet there. The costs would be paid from Special Events or general marketing
dollars.
Aspen Filmfest: A Rocky
Mountain Affair
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You name and contact information.
Steve Mann, Aspen Film
smann@aspenfihn.org 917-573-2692
1. Please explain your proposal. If it is an event -- what
is it, when will it be, where will it take place, how many
participants do you hope to draw, etc? Also, please
include your estimates of the number of participants,
number of out-of-town participants, number of people
each participant will "bring with them" to town to
participate in the event and the number of room nights
you expect your event to produce.You can leave your
answers in the fields below, or you can scroll to the
bottom and upload your proposal packet. Please make
sure any uploaded proposals contain all information
requested on this form.
2. How would your proposal increase visition? Enhance
the vistor's experience in Aspen? Showcase Aspen to the
outside world? Help local business?
3. What is your marketing approach? Outline what kind
of media exposure you anticipate to generate and how.
4. What is the total budget for your event/idea?
(Revenue by source, expenditures by use -- please
present in a proforma format.) How much City money
are you seeking? What will the City money be used for?
How soon do you need it?
5. Are you proposing to manage/shepherd the creation of
this event or idea, or do you intend for someone else to
do it? What is your "stake" in making this happen?
6. Is your event a "for profit" event or a "not for profit"
event or concept? What happens if the event or idea is
not successful and doesn't recoup the money your
budget assumes it will make? Who bears the risk of
failure? Who reaps the reward of being more successful
than you anticipate?
7. What do you want/need from others in order to make
your idea/event happen and make it successful? Have
you had discussions yet about partnerships/help? If you
are the event organizer, please indicate your experience
in producing events of this type and describe how
successful those events have been.
8. If your event or concept is intended to "live beyond a
year," what plans do you have to create long-standing
sponsorships so that the City stimulus money is not
1 of 1/11/2011 11:42 AM
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If you like, you can upload any supplemental items here.
Files up to 20MB are acceptable.
If you like, you can upload a file responding to the
questions above here. Files up to 20MB should work.
AspenFilmMiningForldeasProposalFinal.pdf
8( 45k)
Date
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te1970-925-6882
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Mining Aspen for Ideas Proposal
:: Aspen Filmfest -- A Rocky Mountain Affair::
Prepared for: The City of Aspen
Prepared by: Steven Mann, AspenFilm
January 7, 2011
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Executive Summary
Aspen Film, a premier film arts organization, is on a mission to broaden its reach, im-
pact and influence beyond the Aspen area. We believe that we have a compelling offer
to Aspen visitors in the body of the events we hold each year: Filmfest, Shortsfest, and
Academy Screenings. This inexpensive form of entertainment and culture reaches over
20,000 individuals per year, many of them visitors to Aspen. For example, over 40% of
our guests at Academy Screenings (our yearly film series highlighting some of the
world's best films) -- are seasonal residents or visitors to the Aspen area. We are con-
fident that Aspen Filmfest, our signature fall event, can drive increased visitor -ship to
the Aspen area with an expanded Rocky Mountain Marketing Program.
Proposal at a Glance
Who: Aspen Film & partners
What: Rocky Mountain marketing
program
When: June -September 2011
How: New marketing initiative focused
on the Rocky Mountains and using
"Long Tail" digital marketing to drive
movie and travel lovers to Aspen.
Expected results: Between 500-1000
additional visitors to Aspen staying 3-5
room nights, eating between 9-15
meals per person and taking advan-
tage of hiking, shopping, lodging, other
recreational activities and movie going
Grant request: $50,147.00
Aspen Film traditionally marketed Filmfest (a sea-
sonal shoulder event held the last week of Septem-
ber and first week of October) to the Roaring Fork
Valley, with a primary emphasis on the immediate
Aspen environs. A number of factors are now in
place to enable Aspen Film to market Filmfest to a
broader geographic audience:
I.Establishment of the Aspen Film brand as one of
the must -attend film festivals for short films (Shorts-
fest), as a showcase for award -winning independent
films (Filmiest) and as a destination for screening
movies worthy of Oscar consideration (Academy
Screenings).
II.New professional management. Robyn Myler, the
new executive director of Aspen Film, has extensive legal, business and film indus-
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try experience and is rapidly professionalizing the organization to enhance its abil-
ity to reach a broad audience.
III. A mature and effective marketing model for the Roaring Fork Valley. Atten-
dance at an Aspen Film event is highly sought after, largely due to both the quality
of the programming and efficient public relations, advertising and marketing ef-
forts.
IV. New marketing and business development support by Steve Mann, a market-
ing professional with over 20 years experience. This provides the organization the
ability to integrate traditional and digital marketing programs & execute those pro-
grams beyond the Roaring Fork Valley. Through these efforts we expect to achieve
marketing conversion rates in excess of 20%.
The Event: Aspen Filmfest
Please explain your proposal. If it is an event -- what is it, when will it be, where will it
take place, how many participants do you hope to draw, etc?
Also, please include your estimates of the number of participants, number of out-of-town
participants, number of people each participant will "bring with them" to town to partici-
pate in the event and the number of room nights you expect your event to produce.
Aspen Filmfest will be presented from September 21-September 25, 2011 and will
showcase award -winning narrative feature films and documentaries, as well as pre-
views of some of the fall's most talked -about movies. Filmfest draws large crowds to
Aspen, as well as down valley. We screen films primarily at the Wheeler Opera House
in Aspen and also at the Crystal Theatre in Carbondale.
Filmfest offers a feast of film and fall color that satisfies filmmakers and film lovers alike.
With an emphasis on independent productions from around the world, Aspen Filmfest
champions filmmaking at its finest.
The festival offers new features and documentaries, as well as unique presentations
and special events, including tributes to distinguished artists. Past honorees include
such luminaries as Stanley Tucci, Julie Christie, Harrison Ford, Rob Reiner, Sydney Pol-
lack, Bob Rafelson, Michael Douglas, Anjelica Huston and William H. Macy.
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This past October over 7000 individuals attended Filmfest with approximately 30%
(2100) of those attending being a visitor to the Aspen area. We believe we can drive
that number up another 15-25% with our Rocky Mountain Marketing Program.
We propose to expand our marketing beyond the Roaring Fork Valley to aggres-
sively market primarily to the Front Range and to a lesser extent the urban areas of
Northern New Mexico, Northern Arizona and Eastern Utah. This Rocky Mountain Mar-
keting Program will build on our early successes in marketing to these geographies to
develop and deploy a comprehensive marketing program which:
1. Appeals to a wide cross-section of movie lovers whether they have three jobs or
three homes.
2. Packages Aspen Filmfest with other attractions and services in Aspen by working
with StayAspenSnowmass, concierge services, retailers, various restaurants and
recreational activity providers. We know for instance that many restauranteurs expe-
rience some of their highest traffic during Aspen Film events - specifically Filmfest
and Shortsfest. We intend to develop compelling packages that will enable individu-
als to experience all that Aspen has to offer -- in an affordable way.
3. Focuses on people living on the Front Range that have indicated an interest in mov-
ies through various consumer surveys. (We would market to related geographies in
a similar fashion.)
4. Focuses on individuals indicating a strong desire to travel to the Aspen area.
5. Utilizes an Aspen Film membership as a hook to come to Aspen. The most fruitful
benefits that Aspen Film members receive come from being in Aspen -- dinners,
special screenings and of course the events, are all in Aspen. So if we can drive re-
curring memberships through this program we will also drive recurring visits to As-
pen.
6. Implements aggressive public relations & advertising on the Front Range focusing
on the Denver and Boulder geographies with a goal of 700,000 media impressions
7. Drives free media posts through story placements in prominent movie and travel
blogs with a goal of 300,000 media impressions
8. Implements extensive digital marketing (drive to web, search, social media, email).
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The Marketing of Aspen Film as a Means to Drive Aspen Visitor -ship
Since the birth of the moving picture, film has played an important role in the way peo-
ple experience culture worldwide. The over 800 film festivals which take place around
the globe each year make this readily apparent. Film festivals give talented artists a
venue to promote their work to an engaged and interested audience.
The internet enables a new set of tools, uniquely qualified to empower Aspen Film to
reach new audiences. Moreover, as access to the internet has become universal, reach-
ing the right audience has never been so easy.
The Long Tail approach to marketing is now the standard method by which marketers
attack and conquer new or untapped markets through the use of digital marketing tech-
niques.
The Internet now enables marketing to the"Long Tail."
The markets (the audiences) in the Long Tail are in fact larger
than the audience marketed to in traditional marketing.
Digital marketing enables organizations to personalize the
market effort to those many niche markets in the ail. The ail
} is now as profitable as the bell used to be.
Traditional
Marketing Long Tail Marketing
Focus
Prior to the development of this approach, marketing film involved creation of a movie
with a specific target in mind (those who like dramas or comedies, for instance). Mar-
keters would then direct their resources toward the audience within distribution range.
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Only films that were popular with large audiences were actually marketed. Other films,
although great, did not get the marketing dollars to drive audiences. For instance, The
Triplets of Belleville, a critically acclaimed film that was nominated for a best animated
feature Oscar, opened on just six screens nationwide. Although a superior film, monies
were not put behind its marketing because it appealed to a niche audience - those who
love feature length animated films.
Now, the internet and digital marketing provide the tools to drive demand for films
across the many niche audiences that make up the Long Tail movie going market. The
internet provides the "venue" to market to the entire curve -- both the bell and the tail.
The Long Tail approach to marketing enables Aspen Film to scale its marketing efforts
to reach a broad audience and find willing consumers around every corner. We have
developed a marketing strategy to attract and then deliver a great experience to a Front
Range audience and beyond:
Now imagine this...
... A warm late September day,
folks visiting Aspen have come
down from their mountain hikes,
have finished paragliding or have
just finished a great dinner in
town. They turn to one another
and decide they want to take in a
couple of movies. They ask the
concierge "what's playing" and of
course the concierge takes out
the Aspen Filmfest guide. They
pick their movies and they mozy
over to the Wheeler... They come
in, grab a drink and a snack and
sit down to enjoy the movies...
having the opportunity to see both
festival and preview films in a
beautiful 8 charming environ-
ment. They realize as they leave
the theater that they had a great
and affordable experience will all
elements of Aspen... The recrea-
tion, the lodging, the food, the
shopping, the movies... it was a
perfect day.
I. Buy targeted email and direct marketing lists of indi-
viduals who are movie lovers and live on the Front Range
and other areas within approximately 500 miles of Aspen.
We have identified 117,263 individuals on in the state of
Colorado who live primarily on the Front Range, and ur-
ban areas in Northern New Mexico, Northern Arizona and
Eastern Utah who have an interest in arts and culture.
We've also identified an additional 15,500 individuals who
have indicated a high level of interest in movies. They
rate their interest in movies via telephone surveys on a
scale of 1-9. We've identified over 13,000 individuals who
are either:
-Five star hotel frequent guests
-Travel Agent's prime contacts
-Hotel Privilege Card holders
Through surveys from one of our email list providers,
these individuals have indicated an explicit interest in
traveling to and visiting Aspen and its environs.
II.Target movie lovers: Using digital marketing and direct
mailings starting in the June, we will develop packages
highlighting Aspen, Aspen Filmfest, concierge services,
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restaurants, and recreational activities to draw these individuals to Aspen. We will
market these packages both to the bell and tails of the market, thereby optimizing
the number of people we attract.
III. Target Aspen Lovers: We also intend to market to individuals who have indicated
a love of or interest in traveling to Aspen. We believe that we can attract 10% of
these individuals to Aspen for Filmfest. By targeting both movie lovers and Aspen
lovers we believe we can drive demand for visitor -ship to Aspen across a broad
cross-section of the Front Range population, regardless of socio-economic status.
IV. Packages to travel to Aspen: We have spoken to representatives of StayAs-
penSnowmass, The Aspen Chamber, and private concierge services to create
compelling packages for visitors. We will also be speaking to lodging & restaurant
partners and recreational activity providers. For example, a visitor could purchase a
Filmfest package, that includes event access, discounted rates on lodging, special
offers at restaurants and other activities.
V. Enhancing the Aspen Film web site to:
A. Increase our mailing list size: we intend to provide premium content on
aspenfilm.org -- for example, opportunities to engage with the Aspen Film com-
munity, vote on favorite films and access to interviews with talent. To accomplish
this, individuals will be asked to provide minimal registration information - name,
address, email. We will also offer incentives for opting -in to our registration (such
as winning a pair of free all -access passes to the festival or other donated items).
The registration capability will allow Aspen Film to collect additional demographic
information (city/state, age, gender, etc.) that we can potentially share with our
partners for future marketing purposes.
B. Provide significant online engagement with our audience prior to Filmfest:
Part of our marketing efforts will include driving individuals to participate and en-
gage with Aspen Film's online community. We will give our online audience an
exciting platform to comment and discuss films and the film selection process, as
well as share their feedback and perspectives on our programming and events.
For instance, they may have the opportunity to vote on popular viral videos or
other content that we develop or share. The popular videos could be included in
our programming. This function will enable movie lovers to participate in the fes-
tival creation process and also provide a venue for user -generated content. Such
content will improve Aspen Film's standing in search engines such as Google,
thereby making it easier for web visitors to find it. Such capability also extends
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the amount of time both Aspen Film and the City of Aspen can market to indi-
viduals.
C. Program sharing: Each trailer or movie description have "Send To A Friend"
and "Download To Your !Pod" links, along with sharing links for social sites like
Facebook and Twitter. Specific pages on aspenfilm.org will also have links to
booking sites and other partner services, that will make it easy for individuals to
book their stays in Aspen during the festival. While they are learning about As-
pen Film, they will also have the opportunity to learn about Aspen.
D. Search & analytics capability: Aspen Film will also add search capability to
aspenfilm.org (this is easy with Google Custom Search) & Google Analytics to
follow trends in visits, pageviews, referrals, keyword -driven traffic, and so on.
This will enable us to highlight popular content related to visiting Aspen and Film-
fest and archive poor performing content. This will improve our marketing re-
sponse rates.
VI. Branding Aspen Film: Utilizing the strong brand we have built in partnership with
both the city and other partners, we will continue to brand both the festival and the
City of Aspen consistently, from the copy writing to the graphic design to the out-
bound marketing communications. Everything must boil down to the seminal con-
cept of what the Aspen experience is about and why Filmfest as part of that experi-
ence is a must for movie lovers living on the Front Range and beyond.
VII. Advertising & public relations: A majority of our funds will be used for media
placements in both off line and online media on the Front Range. These efforts will
aggressively promote both Filmfest & travel packages to Aspen that will drive
visitor -ship. We will be emphasizing the affordability of both Aspen and Filmfest in
our marketing messages to these folks -- at $13 a ticket it is one of the most afford-
able activities in the Aspen area.
Vill. Social Media Marketing: To leverage Long Tail potential to the fullest, we will use
Facebook, Twitter, Youtube and blogs to brand content, serve offers and engage
new groups of potential visitors. We will develop a conversation calendar that will
enable Aspen Film to converse with the market. During Academy Screenings in De-
cember of 2010 we grew Aspen Fllm's Twitter following by 150 individuals and con-
tinue to grow our follower base daily. We will be able to grow that following into the
5000 range by Filmfest. We will also update the Aspen Film Facebook presence so
that movie information can be uploaded to the site and used to solicit ratings on
films and our events (this is another avenue for soliciting and gathering feedback).
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IX. Blogging & Search Engine Marketing: Getting Aspen Film to appear prominently
in search engines requires an orientation toward dynamic content. Aspen Film will
start a festival blog in which we will upload compelling content on a regular basis.
This will drive more traffic because the Aspen Film web site will appear more
prominently in search results. We will also buy relevant keywords associated with
movies, hiking, mountain vacations and other recreational activities as another
means to drive traffic to our web site.
X. Online editorial agenda: The Aspen Film blog will feature original content both
from our staff as well as the public: event news, featured films, press mentions, staff
picks, etc. All blog content will be accompanied by chicklets (links to Twitter and
Facebook for easy posting) to popular social media sites and to increase the num-
ber of viral touch points.
XI. Blogger Relations program: In November of 2010 Aspen Film created a blogger
relations program to entice Aspen area bloggers to develop and post content on
Aspen Film that would help drive ticket sales and marketing. This program has
been highly successful to date and we will now use grant funds to extend this pro-
gram both to movie & travel bloggers nationally as well as Front Range bloggers
who focus on lifestyle issues. travel and the arts.
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Major Marketing Task Timeline For FilmFest 2011
Aspen Film projects that we can draw between 500 to 1000 incremental visitors to As-
pen for Filmfest and utilizing approximately 3-5 room nights per individual.
Aspen Impact
How would your proposal increase visitation? Enhance the visitor's experience in As-
pen? Showcase Aspen to the outside world? Help local business?
Filmfest regularly helps the local economy. Meals served at Aspen area restaurants
peak during Filmfest and Shortsfest. One restauranteur told us that he regularly looks
forward to Filmfest because he has "the best weekend of the fall during the festival." At
2010 Academy Screenings, lodging partners received special ticket packages for their
guests as part of their stay and according to our lodging partners, these guests raved
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about the "great Aspen experience" they had. We're taking our experience with our hotel
partners to expand it to include many more Aspen amenities to provide an affordable
Aspen vacation experience.
Marketing Approach
What is your marketing approach? Outline what kind of media exposure you anticipate
to generate and how.
Please see above for an in depth review of our marketing approach.
Proforma Budget
What is the total budget for your event/idea? (Revenue by source, expenditures by use
-- please present in a proforma format.) How much City money are you seeking? What
will the City money be used for? How soon do you need it?
Proforma Filmfest Rocky Mountain Marketing
•.Program Revenues
Rocky Mountain Ticket Sales
R&E Budget
$20,000.00
Rocky Mountain Merchandising
$500.00
Rocky Mountain Memberships
$30,000.00
Reception income
$5,000.00
Projected Rocky Mountain Revenues
Rocky Mountain Marketing Expenses
Web Design & Implementation / Social Media
$55,500.00
$10,000.00
Paid Search Advertising
$3,000.00
Email Marketing Movie lovers
$15,000.00
Aspen Lovers
$10,147.00
Direct Marketing
$3000.00
Rocky Mountain PR Consultant
$3000.00
Advertising
$6000.00
Total Grant Ask From City of Aspen
$50,147.00
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We believe that the additional expenditure in marketing Filmfest to a broader Front
Range and Rocky Mountain audience is a one time expenditure at the level proposed.
If we are successful in drawing a Front Range audience, the event will become self-
perpetuating because of the increased ticket sales, memberships and sponsorships.
Execution
Are you proposing to manage/shepherd the creation of this event or idea, or do you in-
tend for someone else to do it? What is your "stake" in making this happen?
Aspen Film will be 100% responsible for making this event happen, including the pro-
gramming, design, event management and daily execution.
Risk Profile
Is your event a "for profit" event or a "not for profit" event or concept? What happens if
the event or idea is not successful and doesn't recoup the money your budget assumes
it will make? Who bears the risk of failure? Who reaps the reward of being more suc-
cessful than you anticipate?
Although Aspen Film is a non-profit, our goal is to recoup our expenditures and make
monies to reinvest into our programming and events. As you know, non -profits such as
Aspen Film, were hard hit by the recent economic downturn. We will use any incre-
mental revenue to support staff salaries, technology infrastructure and of course mar-
keting and programming for future Aspen Film events.
This will be Aspen Film's 33rd annual FilmFest. The event has been profitable. Aspen
Film will bear the risk of failure but will share in the rewards along with the City of As-
pen, resorts, restaurants and activity providers.
Needs
What do you want/need from others in order to make your idea/event happen and make
it successful? Have you had discussions yet about partnerships/help? If you are the
event organizer, please indicate your experience in producing events of this type and
describe how successful those events have been.
Aspen Film requires a grant to implement the Rocky Mountain Marketing Program.
Aspen Film will also require strong local partnerships from the ACRA business commu-
nity to develop the compelling travel packages needed to make visiting Aspen and Film-
fest a "no brainer" at the end of September.
Page 11
te1970-928-6882
t' fax 970-928-1967
• ®® Asp n, CO 88161 9t, Suite 102 smarm@asoenffim.ork
The organization has discussed its website, marketing and social media needs with our
consultants and they can do the work that we require.
We've successfully run this event for over 30 years.
Long Standing Sponsorships
If your event or concept is intended to "live beyond a year," what plans do you have to
create long-standing sponsorships so that the City stimulus money is not required every
year to keep it going?
If our marketing strategy is successful in year one, then the investment becomes self-
perpetuating by increasing ticket sales and memberships. Aspen Film will maintain and
deepen its partnerships with our lodging, restaurant, services, retail and recreational
providers for future packaging of Filmfest as part of a complete offer to attract visitors to
Aspen.
Page 12
Aspen Green TV
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Question
Value
Reference #
5975750
Status
Complete
You name and contact information.
Alex Huppenthal, 970 306 3358
1. Please explain your proposal. If it is an event -- what
is it, when will it be, where will it take place, how many
participants do you hope to draw, etc? Also, please
Aspen Green TV - Sponsorship Support from
include your estimates of the number of participants,
Aspen. Aspen Green TV is focused on Green
number of out-of-town participants, number of people
innovations, and their benefits. Aspen is
each participant will "bring with them" to town to
beginning to attract people who are interested
participate in the event and the number of room nights
in Green Tech - see the ARE Day event.
you expect your event to produce.You can leave your
Aspen Green TV keeps green tech in the fore
answers in the fields below, or you can scroll to the
front of the entire world.
bottom and upload your proposal packet. Please make
sure any uploaded proposals contain all information
requested on this form.
2. How would your proposal increase visition? Enhance
Aspen Green TV is a web based Blog that
the vistor's experience in Aspen? Showcase Aspen to the
contains articles on Green Tech.
outside world? Help local business?
http://aspengreen.ty for more.
3. What is your marketing approach? Outline what kind
We use Search Engine optimization and
advertise using google adsense and through
of media exposure you anticipate to generate and how.
link exchange.
4. What is the total budget for your event/idea?
Aspen Green TV sponsorship from the City
(Revenue by source, expenditures by use -- please
would be $1200 for 2011. This provides a
present in a proforma format.) How much City money
space for advertising on the AspenGreen.TV
are you seeking? What will the City money be used for?
web site.
How soon do you need it?
Aspen Green TV is operating already, and
5. Are you proposing to manage/shepherd the creation
there's no need for ongoing support. Aspen
of this event or idea, or do you intend for someone else
Green TV is reaching out to businesses and
to do it? What is your "stake" in making this happen?
individuals to reach support for this unique
blog.
6. Is your event a "for profit" event or a "not for profit"
event or concept? What happens if the event or idea is
Aspen Green Tv isn't an event, its a blog. The
not successful and doesn't recoup the money your
on -going effort attracts attention of Green
budget assumes it will make? Who bears the risk of
and Sustainable community individuals and
failure? Who reaps the reward of being more successful
businesses.
than you anticipate?
7. What do you want/need from others in order to make
your idea/event happen and make it successful? Have
Would love Aspen to help promote Aspen
you had discussions yet about partnerships/help? If you
Green TV, submit articles and ideas for news
are the event organizer, please indicate your experience
coverage.
in producing events of this type and describe how
successful those events have been.
1 of2 1/11/2011 11:44 AM
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8. If your event or concept is intended to "live beyond a
year, what plans do you have to create long-standing
sponsorships so that the City stimulus money is not
required every year to keep it going?
It will continue for as many years as it takes
to become a sustainable, green region!
If you like, you can upload any supplemental items here.
Files up to 20MB are acceptable.
If you like, you can upload a file responding to the
questions above here. Files up to 20MB should work.
Date
2011-01-07 17:08:50
Start Time
2011-01-07 17:01:49
Finish Time
2011-01-07 17:08:50
Duration
7m Is
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Question
Value
Reference #
5977822
Status
Complete
You name and contact information.
Alex Huppenthal, 970 306 3358
1. Please explain your proposal. If it is an event
-- what is it, when will it be, where will it take
place, how many participants do you hope to
draw, etc? Also, please include your estimates of
the number of participants, number of
Aspen needs more community centric events that
out-of-town participants, number of people each
bring Sustainable Community issues to the for front.
participant will "bring with them" to town to
Aspen Green TV wants to bring Gloria Flora, who
participate in the event and the number of room
already has responded to my invitation, to Aspen to
nights you expect your event to produce.You can
be part of a panel, community discussion about
leave your answers in the fields below, or you
sustainability.
can scroll to the bottom and upload your
proposal packet. Please make sure any uploaded
proposals contain all information requested on
this form.
2. How would your proposal increase visition?
Aspen is well known for its concerns for sustainable
Enhance the vistor's experience in Aspen?
community, and has been a leader in this area for 20
Showcase Aspen to the outside world? Help local
years. http://www.theeconomicsofhappiness.org
business?
/voices -from -the -film Will be shown.
3. What is your marketing approach? Outline
Online, via news releases and in concert with CORE,
what kind of media exposure you anticipate to
Sopris Foundation members and ACRA.
generate and how.
4. What is the total budget for your event/idea?
(Revenue by source, expenditures by use --
$15,000 - budget for social media marketing, plus
please present in a proforma format.) How much
costs for venue, advertising, bringing 2 panel
City money are you seeking? What will the City
members from out of town.
money be used for? How soon do you need it?
5. Are you proposing to manage/shepherd the
creation of this event or idea, or do you intend
Yes. I love my town.
for someone else to do it? What is your "stake"
in making this happen?
6. Is your event a "for profit" event or a "not for
profit" event or concept? What happens if the
event or idea is not successful and doesn't recoup
We'll be charging $10 to attend, 30% of which goes
the money your budget assumes it will make?
to the http://www.theeconon icsofhappiness.org
Who bears the risk of failure? Who reaps the
/voices -from -the -film group.
reward of being more successful than you
anticipate?
7. What do you want/need from others in order
to make your idea/event happen and make it
successful? Have you had discussions yet about
Can we get the Wheeler for this?
partnerships/help? If you are the event organizer,
please indicate your experience in producing
t f? 1/11/2011 11:45 AM
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events of this type and describe how successful
those events have been.
8. If your event or concept is intended to "live
beyond a year," what plans do you have to
AspenGreen.TV is an ongoing effort to continue to
create long-standing sponsorships so that the
make the public aware of issues in mass transit,
City stimulus money is not required every year to
energy, food, health and education across a broad
keep it going?
section of America.
If you like, you can upload any supplemental
items here. Files up to 20MB are acceptable.
If you like, you can upload a file responding to
the questions above here. Files up to 20MB
should work.
Date
2011-01-10 08:54:49
Start Time
2011-01-10 08:48:55
Finish Time
2011-01-10 08:54:49
Duration
5m 54s
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Aspen Social Networking
Photo/Media Festival
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Question
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Reference #
5975630
Status
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You name and contact information.
Alex Huppenthal, 970 306 3358
1. Please explain your proposal. If it is an
event -- what is it, when will it be, where
The Aspen Social Networking Photo/Media Festival is
will it take place, how many participants do
chance for Flickr and other highly popular Flickr
you hope to draw, etc? Also, please include
contributors to come to Aspen and interact with others.
your estimates of the number of
The Festival would sponsor events. First events would be
participants, number of out-of-town
appreciating the area, with tours guided by local
participants, number of people each
photographers and Aspen Enthusiasts. The focus would be
participant will "bring with them" to town
on elements such as the Green Energy efforts, The Arts,
to participate in the event and the number
and Outdoor adventuring. In Aspen, hope to draw at least
of room nights you expect your event to
100 people over 3 days, the majority from Denver and
produce.You can leave your answers in the
Salt Lake City. Our market research says there are over
fields below, or you can scroll to the bottom
5,000 qualified attendees in Denver and a similar number
and upload your proposal packet. Please
in the Salt Lake area. Three such events would be planned
make sure any uploaded proposals contain
assuming we reach our interest levels.
all information requested on this form.
2. How would your proposal increase
visition? Enhance the vistor's experience in
The pictures the photographers make in Aspen would be
Aspen? Showcase Aspen to the outside
shared on the most popular Social Networking sites.
world? Help local business?
We'd use every marketing tool possible. Focusing on using
3. What is your marketing approach?
Facebook where 750 Friends of the Aspen Photo Festival
Outline what kind of media exposure you
have already been made. We'd use very targeted
anticipate to generate and how.
advertising, such as Adsense and Facebook s very narrow
advertising to reach photographers, videographers and
other media developers.
4. What is the total budget for your
event/idea? (Revenue by source,
$10,000 We'd use $5,000 on promoting the festival on
expenditures by use -- please present in a
Facebook, paying for adsense and Facebook advertising.
proforma format.) How much City money
$2,000 for event planning $2,000 for the first event venue
are you seeking? What will the City money
$1,000 for volunteer needs
be used for? How soon do you need it?
I've been a long time businessman in Aspen, starting one
of the first Internet Service providers, and helping many
5. Are you proposing to manage/shepherd
others get started. I've recently managed a very large
the creation of this event or idea, or do you
global marketing program for Microsoft, and many years
intend for someone else to do it? What is
of experience in large scale project management. My
your "stake" in making this happen?
stake? If we get 5,000 more visitor nights in a year, I'll
consider teaching Digital Story Telling on a more regular
basis!
6. Is your event a "for profit" event or a
Its a non -for -profit event, intended to drive more tourism
"not for profit" event or concept? What
and more awareness of photography, appreciation for
happens if the event or idea is not
Aspen's rural beauty, and adventures. George Stranahan,
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successful and doesn't recoup the money
your budget assumes it will make? Who
bears the risk of failure? Who reaps the
and several other local photographers have expressed the'
reward of being more successful than you
interest in uch an event.
anticipate?
7. What do you want/need from others in
order to make your idea/event happen and
make it successful? Have you had
I've spoken with many people about this, including Edgar
discussions yet about partnerships/help? If
and Elizabeth Boyles, Greg Poschmam. The list is long.
you are the event organizer, please indicate
i've personally organized a sell -out event in Basalt some
your experience in producing events of this
years ago, focusing on bringing digital information to
type and describe how successful those
people.
events have been.
8. If your event or concept is intended to
"live beyond a year," what plans do you
The Aspen Photo Festival, will survive, as it has the past 3
have to create long-standing sponsorships
years, with little or no support. However, the Facebook
so that the City stimulus money is not
fan group is growing steadily, and with a bit of a push, it'll
required every year to keep it going?
start to have real events.
If you like, you can upload any
supplemental items here. Files up to 20MB
are acceptable.
If you like, you can upload a file responding
to the questions above here. Files up to
20MB should work.
Date
2011-01-07 14:56:08
Start Time
2011-01-07 14:41:50
Finish Time
2011-01-07 14:56:08
Duration
14m 18s
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2 of 2 1 / 11 /2011 11:41 AM
Central Website About What's Going
on in Aspen
Barry Crook
From:
Katherine Cerullo [kkcerullo@gmail.com] on behalf of Katherine Cerullo [kkcerullo@aol.com]
Sent:
Monday, January 10, 2011 8:56 AM
To:
Barry Crook
Subject:
online newsletter stimulus idea
I have been a seasonal Aspen visitor for about 30 years. While I still love newspapers and flyers describing
contemporary events around the valley, it seems to me that a daily and forward looking online
newsletter/website about what's going on in Aspen-Snowmass would be very helpful and well -received. My
children, in their teens and twenties, would appreciate this as much as I would.
What recently made this apparent to me is that we attended several of the holiday movie showings at Harris
Hall (Aspen Film Society?). I had made note that additional special movies were showing beginning the second
week in January. When I went to review the schedule, I couldn't find listings of them on the Aspen Film Society
website, and considerable internet searching finally revealed these showings to be sponsored by the Wheeler
Opera House. Whatever reason the bodies are separate, the typical visitor is interested only in the when and
where information. One has to know the names of each business/sponsoring body to find information about
activities online. Were there a central website listing all, it would be terrific. I doubt that most people are able to
pick up and read two daily Aspen papers and one or two Snowmass papers each day (though we do try!) to
ascertain daily activities. If there were a website listing activities of interest to the tourist, I bet all commercial
arts organizations would benefit from this easy type of publicity! Perhaps this is an initiative a news -
organization should this on, but no matter what the source, the typical visitor/tourist would benefit from online
publication of activities.
Sincerely,
Katherine Cerullo
P.S. I note that the Aspen Daily News Online has a publication similar to what I'm describing, but, for example,
the Wheeler movies were not on it, nor are many other activities I've read about in various places. Aspen-
Snowmass need(s) a comprehensive online activity source!
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Digital Memorabilia Collecting
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Question
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Status
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You name and contact information.
Alex Huppenthal, 970 306 3358
1. Please explain your proposal. If it is an event -- what is it,
when will it be, where will it take place, how many
participants do you hope to draw, etc? Also, please include
your estimates of the number of participants, number of
Collecting memorabilia when traveling
out-of-town participants, number of people each participant
to Aspen can be fun, but what to do
will "bring with them" to town to participate in the event and
when you get home. One easy way to
the number of room nights you expect your event to
do this is to collect things digitally.
produce.You can leave your answers in the fields below, or
you can scroll to the bottom and upload your proposal packet.
Please make sure any uploaded proposals contain all
information requested on this form.
This would take $5,000 in graphics
2. How would your proposal increase visition? Enhance the
design work. When people came to
vistor's experience in Aspen? Showcase Aspen to the outside
town, they would collect digital
world? Help local business?
collectables at places around town that
participate in the promotion.
Sales via the Internet, and social media
3. What is your marketing approach? Outline what kind of
marketing, as well as participating
media exposure you anticipate to generate and how.
businesses listing the digital
collectables in their advertising.
4. What is the total budget for your event/idea? (Revenue by
source, expenditures by use -- please present in a proforma
$5,000
format.) How much City money are you seeking? What will
the City money be used for? How soon do you need it?
5. Are you proposing to manage/shepherd the creation of this
It will generate lots of interest, and
event or idea, or do you intend for someone else to do it?
continued interest in Aspen.
What is your "stake" in making this happen?
6. Is your event a "for profit" event or a "not for profit" event
or concept? What happens if the event or idea is not
successful and doesn't recoup the money your budget assumes
Yes, it'll stand on its own.
it will make? Who bears the risk of failure? Who reaps the
reward of being more successful than you anticipate?
7. What do you want/need from others in order to make your
idea/event happen and make it successful? Have you had
discussions yet about partnerships/help? If you are the event
Help with promotion from ACRA.
organizer, please indicate your experience in producing events
of this type and describe how successful those events have
been.
8. If your event or concept is intended to "live beyond a year,"
what plans do you have to create long-standing sponsorships
yes, it'll continue. You won't believe
so that the City stimulus money is not required every year to
how sweet this is.. great idea.
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keep it going?
If you like, you can upload any supplemental items here. Files
up to 20MB are acceptable.
If you like, you can upload a file responding to the questions
above here. Files up to 20MB should work.
Date
2011-01-07 20:08:04
Start Time
2011-01-07 20:03:52
Finish Time
2011-01-07 20:08:04
Duration
4m 12s
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2 of 2 1 / 11 /2011 11:45 AM
FIS Nor -Am Cup and US National
Championship Downhill
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AVSC is requesting support for the FIS Nor -Am Cup and U.S.
National Championship Downhill, February 10-19, 2011. The event
will feature over 100 of North America's best ski racers competing for
gold in three alpine disciplines: Downhill, Super-G, and Super
Combined (a combination of one Downhill and two Slalom races).
The event will be held on the "America's Downhill" World Cup
course on Aspen Mountain. Last year's competition featured 85 men
and 50 women including top members of the U.S. Ski Team. This year
we expect racers including Bode Miller to attend, as this event will
crown the nation's downhill champion and this year it does not
compete with the Olympics. The athletes will be training and
competing in Aspen for a total of ten days. The athletes will arrive
with a full support staff from the U.S. Ski Team. Major ski
You name and contact
manufacturers will also travel to Aspen with mobile tuning facilities.
information.
Many athletes will have family in attendance, as this event is the top
downhill staged in the U.S. Since men and women compete on
different days, last year an average of 142 people per day stayed,
shop and dined in Aspen as a result of this event. The total number of
visitor days (one visitor in Aspen per day) for this event last year was
813. Only one event funded by the City's Special Events budget last
year exceeded the Nor-Ams in terms of economic bang for the buck.
The 2010 Nor-Ams produced $414,000 worth of economic impact for
Aspen from a city grant of only $5,000. That's a multiplier effect of
82 times the original investment. The City also made almost $11,000
in direct tax revenue from the event. If the City had granted AVSC the
amount of this year's request ($10,000), only two events last year
would have had a greater impact.
1. Please explain your proposal.
If it is an event -- what is it,
As mentioned above, AVSC helped the town's bottom line last year by
when will it be, where will it
bringing almost 150 people a day for 9 straight days to Aspen. This
take place, how many
year's event adds an additional day. This comes during a time of year
participants do you hope to
when the town can expect to generate increased tax revenue from
draw, etc? Also, please include
higher hotel room rates. Based on a follow up survey conducted after
your estimates of the number of
the 2009 J2 Junior National Championships, the majority of our
participants, number of
post -event survey respondents came away with an enhanced
out-of-town participants,
impression of Aspen and 70% would seriously consider vacationing
number of people each
here. The event will also enhance the experience for Aspen area
participant will "bring with
visitors not involved in the competition by drawing their attention to a
them" to town to participate in
top-level, action -packed alpine ski -racing event on the America's
the event and the number of
Downhill course on Aspen Mountain. Some of the biggest stars on the
room nights you expect your
U.S. Ski Team will be competing. Local lodges can advertise this to
event to produce.You can leave
spur business. As a side note, U.S. Ski Team member and AVSC alum
your answers in the fields
Wiley Maple of Aspen finished third in the Super-G race last season.
below, or you can scroll to the
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bottom and upload your
proposal packet. Please make
sure any uploaded proposals
contain all information
requested on this form.
This is the National Championship Downhill race and as a result, Ski
Racing magazine, Ski Magazine and Skiing Magazine will all be
covering this event. We anticipate that Universal Sports (NBC) will
also cover the races. The Denver Post will certainly cover the event
as well as Colorado Mountain News Media papers (Aspen Times, Vail
Daily, Summit Daily News) and independent papers. Newspapers in
key ski markets nationwide will be reporting on results from their top
skiers at this event. Here's a quote from the press coverage from last
2. How would your proposal
year: ASPEN, Colo.- A day after winning his first Nor -Am downhill,
increase visition? Enhance the
Travis Ganong became the 2010 Downhill U.S. National Champion
vistor's experience in Aspen9
today in Aspen, Colorado. World Cup winner Steven Nyman of
Showcase Aspen to the outside
Sundance, Utah took second ahead of Canadian Jan Hudec in third.
world? Help local business?
The weather was great, a little overcast but good visibility," said
Ganong. "The track was amazing. It was super smooth, really good
conditions." — Ski Racing.com article on Saturday, February 27, 2010
Because the FIS Nor -Am Cup and U.S. National Championships are
top-level competitions, all the race results will be carried on
live-timing.com identified with banners from Aspen. Live-timing.com
is the premier site for North American alpine ski racing results and
hosted 100 races last season. Traffic to the site from people viewing
real-time race results last season was 1,600,000 visits, up 30% from
Due to the event start one month from now, funding from the City is
needed as soon as possible. AVSC is requesting $10,000 in support.
3. What is your marketing The money will be used to help pay the costs of the event detailed
approach? Outline what kind of below. Income: Athlete Entry Fees $27,000 USSA Site Fee $40,000
media exposure you anticipate Sponsorship $2,500 Total Income $69,500 Expenses: Advertising
to generate and how. $400 Office Supplies $500 Staffing $35,700
Operations/Equip.$12,360 Food/Bev. $10,000 Snowmaking $5,000
Awards $2,100 Volunteer Exp. $3,500 Copier Rental $3,500 Total
Expense $73,060 Budeeted Net: ($3.490)
4. What is the total budget for
your event/idea? (Revenue by
source, expenditures by use -- AVSC staff and volunteers will manage this event with the help of
please present in a proforma Aspen Skiing Company's race crew. AVSC's "stake" in the outcome
format.) How much City money of this event is nothing less than our reputation as one of the leading
are you seeking? What will the winter sports clubs in the nation.
City money be used for? How
soon do you need it?
5. Are you proposing to AVSC is a non-profit organization and this is a non-profit event. If we
manage/shepherd the creation fail to cover the costs of the event the deficit must be fundraised. If
of this event or idea, or do you we manage to cover our costs, any additional revenue will go towards
intend for someone else to do our overall fundraising effort. The Club must fundraise over $1.2
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it? What is your "stake" in
million dollars to meet our budget each year.
making this happen?
AVSC is grateful to have over 200 volunteers helping the Club each
season. We are also grateful to work in close partnership with Aspen
Skiing Company. Both are necessary resources to host this event
6. Is your event a "for profit"
successfully. Aspen Skiing Company provides world -class venues for
event or a "not for profit" event
these events as well as reduced ticket prices for athletes and their
or concept? What happens if
coaches. Our volunteers, many of whom are local parents, pitch in
the event or idea is not
during event registration, on the course, preparing lunches, and
successful and doesn't recoup
otherwise helping to make the event a success. AVSC has been
the money your budget assumes
hosting Junior Olympics and Nor -Am level competitions every year
it will make? Who bears the risk
for the past six years and many years before that. In fact, hosting
of failure? Who reaps the
high -caliber alpine skiing competitions has been part of the legacy of
reward of being more successful
the Club since the 1950 World Ski Championships in Aspen. AVSC
than you anticipate?
was awarded this year's Nor -Am Cup Competitions and Downhill
National Championship by USSA based on the success of past AVSC
competitions.
7. What do you want/need from
others in order to make your
idea/event happen and make it
This event is only guaranteed this year. If we are fortunate enough to
successful? Have you had
be awarded this event by USSA next year we plan to secure additional
discussions yet about
corporate sponsorship for the event by packaging it with several other
partnerships/help? If you are
promotional opportunities the Club offers including the 4th of July
the event organizer, please
Community Picnic, the Winter Kickoff Party, the USSA J3 Junior
indicate your experience in
Olympics, the Ajax Cup and the Nordic Bonfire Dinner.
producing events of this type
and describe how successful
those events have been.
8. If your event or concept is
intended to "live beyond a
year," what plans do you have
to create long-standing
sponsorships so that the City
stimulus money is not required
every year to keep it going?
If you like, you can upload any
supplemental items here. Files
up to 20MB are acceptable.
If you like, you can upload a
file responding to the questions
above here. Files up to 20MB
should work.
Date
2011-01-07 14:16:15
Start Time
2011-01-07 14:07:21
Finish Time
2011-01-07 14:16:15
Duration
8m 54s
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Question
Value
Reference #
5970428
Status
Complete
1. Please explain your proposal. If it is an
event -- what is it, when will it be, where will
it take place, how many participants do you
hope to draw, etc? Also, please include your
"Get on the Art Bus"...a small luxury bus that will
estimates of the number of participants,
transport visitors to 3 galleries. Then, the group will tour
number of out-of-town participants, number
a Collector's Home or stop by a local artist's studio. The
of people each participant will "bring with
costs would be for the bus, and any refreshments that
them" to town to participate in the event and
may be served at the galleries or private home. This
the number of room nights you expect your
could be an ongoing program depending on when the
event to produce.You can leave your
galleries and a private collection can be arranged. The
answers in the fields below, or you can scroll
number of participants will depend on what the bus will
to the bottom and upload your proposal
accommodate. 20? or 30?
packet. Please make sure any uploaded
proposals contain all information requested
on this form.
I know the galleries in Aspen would like to encourage
visitation and I believe they would like to elevate their
profile. I think there are many who would love to have a
peek inside the private world of Aspen home owners.
2. How would your proposal increase
You might even be able to get some of the "celebrities"
visition? Enhance the vistor's experience in
who own homes to participate. Caterers or Restaurateurs
Aspen? Showcase Aspen to the outside
could get involved and get exposure by providing some
world? Help local business?
hors d'oeuvres at the private home or at a gallery. They
could send a representative to "talk up" their services.
The best part about this idea is it could be done any time
of the year. It's a synergistic plan for art, food and
showcasing some of Aspen's people at their best.
An art critic could accompany each of the gatherings and
submit an article to the local newspapers and magazines
3. What is your marketing approach? Outline
about the experience, talking about the art, interviewing
what kind of media exposure you anticipate
the participants and making the event a first hand
to generate and how.
account of the local art scene. The media exposure is a
natural because the local publications would probably
love a new opportunity for covering the visual arts.
4. What is the total budget for your
event/idea? (Revenue by source,
This program would be funded by the participants. The
expenditures by use -- please present in a
ticket price of $75. pp would cover the costs of the bus
proforma format.) How much City money
rental and possibly help to defray some food and
are you seeking? What will the City money
beverage costs.
be used for? How soon do you need it?
5. Are you proposing to manage/shepherd
I've been coming to Aspen as a visitor/second home
the creation of this event or idea, or do you
owner since 1990. My stake is to see something new and
intend for someone else to do it? What is
different added to the Aspen Art Scene. I don't have the
your "stake" in making this happen?
time to manage or shepherd but if an interested party
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could be identified, I would be happy to assist with the
initial planning and provide suggestions for private home
collectors.
6. Is your event a "for profit" event or a "not
If the idea does not gather the required number of
for profit" event or concept? What happens
participants, then it is cancelled, but I think you'll be
if the event or idea is not successful and
surprised how many locals would participate, as well as
doesn't recoup the money your budget
visitors if the galleries participating showcase "good
assumes it will make? Who bears the risk of
artists" and provide an educational format or a "come
failure? Who reaps the reward of being more
meet the artist in person". There's a lot of latitude for the
successful than you anticipate?
galleries to ramp up their participation and take
advantage of a captive audience.
7. What do you want/need from others in
order to make your idea/event happen and
Probably an individual or committee of those interested
make it successful? Have you had
in promoting the art scene could take on this idea and
discussions yet about partnerships/help? If
make it happen. I haven't had any discussions with
you are the event organizer, please indicate
anyone about this. I was in Aspen and saw the article
your experience in producing events of this
soliciting ideas to enhance the visitor's experience and
type and describe how successful those
thought about this.
events have been.
This isn't going to require City stimulus money unless it
grows so big that the committee wants to bring in an
International artist and help to promote all of the visual
8. If your event or concept is intended to
arts thru that person's visit. The nice thing about this idea
"live beyond a year," what plans do you
is it could dovetail with all of the other activities in
have to create long-standing sponsorships so
Aspen i.e., The Aspen Music Festival. Some of the
that the City stimulus money is not required
participating students could play at the galleries. Or, a
every year to keep it going?
visiting artist loves to ski and is asked to talk at a gallery
featuring some of his/her works. It would just be a matter
of getting the word out thru the galleries to their
participating artists about what is being offered and see
who offers to come talk and promote their art.
If you like, you can upload any supplemental
items here. Files up to 20MB are acceptable.
If you like, you can upload a file responding
to the questions above here. Files up to
20MB should work.
Date
2011-01-03 22:15:01
Start Time
2011-01-03 21:38:27
Finish Time
2011-01-03 22:15:01
Duration
36m 34s
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Question
Value
Reference #
5958853
Status
Complete
1. Please explain your proposal. If it is an event --
what is it, when will it be, where will it take place,
how many participants do you hope to draw, etc?
THE CITY OF SARASOTA FLORIDA HAS A
Also, please include your estimates of the number of
PROGRAM GEARED TO PEOPLE THAT
participants, number of out-of-town participants,
MAY CONSIDER RELOCATING OR BUYING
number of people each participant will "bring with
A SECOND HOME OR RENTING FOR A
them" to town to participate in the event and the
SEASON WERE THEY HOST A WEEK OF
number of room nights you expect your event to
SPORT AND CUTUAL EVENTS THRU A
produce.You can leave your answers in the fields
PACKAGE PRICE, VERY DICOUNTED,
below, or you can scroll to the bottom and upload
THAT IS ONLY AVAIBLE TO NON
your proposal packet. Please make sure any
RESIDENTS
uploaded proposals contain all information requested
on this form.
CALL THE SARASOTA CHAMBER OF
COMERACE AND LEARN HOW THE
2. How would your proposal increase vin?
PROGRAM WORKS WE COULD APPLY
Showcase
Enhance the experience in Aspen? Showcase
SOME OF THE MISTAKES MADE LESSIONS
Aspen to the outside world? Help local business?
outside
LEARNED TO A SIMILAR PROGRAM IN
ASPEN
CALL BRUCE ETKIN IS YOU HAVE ANY
3. What is your marketing approach? Outline what
QUESTIONS CELL 970 6187480 I AM A FULL
kind of media exposure you anticipate to generate
TIME RESIDENT 70 FIVE TREES LANE
and how.
ASPEN
4. What is the total budget for your event/idea?
(Revenue by source, expenditures by use -- please
present in a proforma format.) How much City
money are you seeking? What will the City money
be used for? How soon do you need it?
5. Are you proposing to manage/shepherd the
creation of this event or idea, or do you intend for
someone else to do it? What is your "stake" in
making this happen?
6. Is your event a "for profit" event or a "not for
profit" event or concept? What happens if the event
or idea is not successful and doesn't recoup the
money your budget assumes it will make? Who bears
the risk of failure? Who reaps the reward of being
more successful than you anticipate?
7. What do you want/need from others in order to
make your idea/event happen and make it
successful? Have you had discussions yet about
partnerships/help? If you are the event organizer,
please indicate your experience in producing events
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of this type and describe how successful those events
have been.
8. If your event or concept is intended to "live
beyond a year," what plans do you have to create
long-standing sponsorships so that the City stimulus
money is not required every year to keep it going?
If you like, you can upload any supplemental items
here. Files up to 20MB are acceptable.
If you like, you can upload a file responding to the
questions above here. Files up to 20MB should work.
Date
2010-12-20 08:05:08
Start Time
2010-12-20 07:56:56
Finish Time
2010-12-20 08:05:08
Duration
8m 12s
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2 of 1/4/2011 2:03 PM
Kwyit Wryit Electric Motocross
Mining Aspen for Ideas
1/7/11-Proposal
Hi Aspen my name is Norm Buccini, my idea is Kwyit Wryit Electric Motocross. I would like this to be an
event or an attraction at an event as well as having a permanent track at my friend Marvin Claridge's
property at Spring Valley near CIVIC campus. At a given event I believe there will be 100 riders in a day
along with family and friends 300 possible people. This could lead to 50+ hotel rooms in a given night.
As we know Aspen is a place of action we come to hang out and take in the night life or do some
shopping but that's at the end of a hard day of mountain biking, hiking or a day at Kwyit Wryit
Motocross Park. Aspen is striving to be as green as possible, having an ongoing event like Kwyit Wryit
Moto Park would just be another green feather in Aspen's hat, no noise, no smell, just fun.
My plan is to sell time on electric motocross bikes these bikes have been seen by a lot of people but very
few have actually ridden one. Well, we can change that by having 10 of these a -bikes and a nice track
for people to come and ride a battery powered motocross bike, not just ride around a dirt lot but spend
10 minutes at a time with 9 other riders having the same fun. We'll advertise to bring your riding gear,
there will be 3 classes beginner, amateur and expert, each rider will pay 20.00 dollars for each 10 minute
moto then hang out and watch the other riders, get a drink of water or something from the snack bar
until their next moto is up. I think that a sport like motocross with a silent aspect would generate a lot
of interest from all of the media in the valley and I will ask each one to come and see the Kwyit Wryit.
They will tell everyone in their own words how much they love Aspen for having such a green event like
Kwyit Wryit motocross.
I would have a team of people to help me make Kwyit Wryit motocross run as smooth as possible. It will
take 10 or more volunteer people to make an event go well. My stake in this is to be able to use these
e-bikes and have more events make sure all the riders had a perfectly groomed track no mud, no dust
and everyone gets yet another existing Aspen experience.
This is the start of a small business, Kwyit Wryit Electric Motocross. I am new to this and I have
questions about which way will be most beneficial for all entities, myself included. If nonprofit is the
way to go I'm ok with that. Help me with feedback on this so I can do what I need to to make this work.
I would like to start this ongoing event with the help of Aspen and if it does not work out I would bear
the risk of failure being the owner of Kwyit Wryit Electric Motocross. If it is successful then everyone
involved would benefit.
My total budget for this idea is 250,000 dollars and I am requesting 20,000 dollars to start. The money
will be used to put on an electric motocross event. I would like to be able to use some of this money to
finish the two a -bikes I am working on so we can do the event with 4 e-bikes for the first event. I don't
have a set time for an event yet I think we have a lot to discuss and do before a time can be set.
For an event like E-motocross we'll need to have equipment to move dirt and expert operators to run it
depending on where we are able to build a track dirt might have to be trucked in and that would be
expensive so if possible we need a place where it's okay to move the earth around and access to water. I
have talked to Mark Gould and he will help us with equipment for 1000.00 dollars. I have not put on an
event before but I have participated in and helped at hundreds of events just like this.
My plan for the years to come - I will be converting modern gas powered motocross bikes to run on
lithium ion battery power and I will sell my manufactured transmission part as a kit to convert any bike ,
dirt or street, to run on lithium battery power. I will also be helping run Kwyit Wryit Motocross, having
Kustom Kraft Motorcycle Shop right next to our track makes it nice because we are going to develop a
solar charging system so we can charge a -bikes anywhere we are and if it's windy I'd like to have that
green feather in my hat as well.
Expense Budget Kwyit wryit
E-Bike
Track
$1,000.00
Equipment
$2,000.00
Advertising
_--
'$500.00
,Cash discounts
,$0
Insurance
$500.00
Maintenance and repairs
i$1,000.00
Sales expenses
$1,000.00
Concessions
-- — —
$1,000.00
Utilities
$500.00
Other
32,500.00
2-E Bikes built
track supplies
dirt work fuel
local tv, radio and and paper
riders 60+moto free
one event $1,000,000.00 coverage
bike parts track maintenance
t-shirts buisness cards
no alcohol
power water
unforseen/ overlooked
Mining Aspen for Ideas
Hi Aspen, my name is Norm Buccini, I live at 190 Rockledge Drive, Glenwood Springs, CO 81601. 1 am
writing this letter of inquiry in regard to your request for ideas that will enhance a visitor's experience in
Aspen Colorado. I am respectively requesting $20,000 dollars from Mining Aspen for Ideas.
KWYIT W RYIT motocross is up for the challenge of giving visitors to Aspen a new experience they will not
soon forget. My idea is to have electric motocross, there are a lot of people that come to Aspen that
ride not just mountain bikes but dirt bikes as well very seldom can they bring a dirt bike. We can give
them an exciting alternative at almost any event in Aspen. We can build electric motocross track that
can be built and taken down in just a few days and there will be a track in a permanent place right in
Spring Valley near CMC campus. These tracks will be technical but not dangerous, with that being said
the need for insurance will be a huge factor for all involved. The Kwyit Wryit motocross bike will be built
from a tried and true modern 125 motocross chassis, lithium batteries will power the electric motor
which spins the transmission. I can do this to any dirt bike or street bike.
This idea is going to involve a lot of people solar and wind power businesses to get different ideas on the
best ways to charge lithium batteries where ever we are. My goal is to employ many people that could
currently be jobless or needs a job when the time comes. I'd like to leave no stone unturned to find the
right person for each job in this project. I want folks to love theirjob and not be bored. Kwyit Wryit
wants to be as green as possible, I know we'll need grid power but solar, wind and bio energy is where I
want to go with this project. Green energy use is the ultimate goal and the budget is 250,000 dollars.
There is a big need for a change like this. First off, most people don't know anything about batteries nor
have they heard of lithium ion. Now, this will be a fun and exciting way to show case Aspen's extreme
green side to visitors and locals to see how good battery power is and feel for themselves that green
power can be extreme. I think with some good marketing, the aspect of curiosity, really strong running
E-bikes and a smooth running operation, this will be a must do for all ages and a must see for the other
visitors and locals alike. There are two other good E-bikes on the market, Zero electric makes one and so
does KTM motorcycles KTM's E-bike is not on the market for another two years, the problem is the
$10,000 price tag and run time of less than one hour. This is where we can help; if we advertise on local
TV websites and radio to bring your riding gear to the event where Kwyit Wryit motocross is, we can sell
time on the E-bikes at 120 dollars an hour. The E-bikes run time is 15 to 20 minutes, 10 minutes is a
good amount of time on a motocross track. To make this track time work, each bike must have 3
battery packs so 2 packs can be charging while one is running, each pack is 2,800.00 dollars and a
charger is 800.00 dollars, 10 of these E-bikes would be ideal to keep riders on the track throughout the
day. A sound bike, ready to ride will cost 8000.00 dollars. We'll have 3 levels of rider; beginner,
amateur and expert, each class gets 10 minutes track time, a "Moto". We can't rush a project like Kwyit
Wryit motocross because there are many pieces that have to be addressed and to start. I must finish
the E-bike I have requested funding for because I can convert a bike cheaper than buy a bike already
built that will enable me to complete the E-bike in about 2 or 3 months. To make everything come
together we need help, most of what we need for this project is in this valley. Many people need work
we have a lot of work to do! I have a place to start Kwyit Wryit motocross, a good friend, Marvin
Claridge, owns Kustom Kraft Machine Shop. He has 10 acres in Spring Valley near CMC College. I've
been given permission to use the shop to convert the E-bikes, build the green power charging systems,
track layout, sound system, on site medical and concessions. These E-bikes are quiet, so with the sound
system on the ground we will be able to talk to people around the track as well as to the riders, spotters
will be able to communicate with each other and music can play without disturbing the surrounding
events or neighbors. It will take approximately two years for this project to be 90 to 95 percent. I don't
feel something like Kwyit Wryit motocross can be 100%, things change too much. I can say battery
technology will get better, less expensive and last much longer. The more visitors that experience Kwyit
Wryit motocross and bring their pictures and videos home to show family and friends their Aspen
experience I believe electric motocross will stand out like a Kwyit Wryit. I thank you very much for
reading my proposal and considering this idea, this means the world to me and can be our way to give
back, thanks again. If you have any questions please call Norm at home 970-947-0049 or cell 970-274-
8967 email normbuccini@comcast.net.
National Dog Show
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Question
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Reference #
5961030
Status
Complete
1. Please explain your proposal. If it is an
The joke is that "when dogs die they do not go to heaven
event -- what is it, when will it be, where
they go to Aspen because it is better." So in that thinking,
will it take place, how many participants
how about a National Dog Show? Most of the hotels in town
do you hope to draw, etc? Also, please
accommodate and cater to dogs, and a very large percentage
include your estimates of the number of
of residents and guest have dogs. We have a world class
participants, number of out-of-town
Animal shelter and a large convention room at the St Regis
participants, number of people each
for judging and spectators. Plus multiple other venues for
participant will "bring with them" to
vendors, sponsors, dog related business to exhibit. No special
town to participate in the event and the
equipment is needed, as the dog owners always bring their
number of room nights you expect your
own equipment. Sponsorship by dog food manufacturers,
event to produce.You can leave your
dog equipment manufacturers and related business can
answers in the fields below, or you can
provide financial support. As a final note, the hardest ticket
scroll to the bottom and upload your
to get in New York is a ticket for the Westminster Dog Show.
proposal packet. Please make sure any
Call me. Ted Bristol, 970.274.8305 218 E Valley Road
uploaded proposals contain all
Carbondale, CO 81623
information requested on this form.
Visitors who love dogs, the dog owners, dog supply
2. How would your proposal increase
manufacturers and local would be attending activities in
vi sition? Enhance the vistor's experience
vi
Aspen. Benefiting hotels, restaurants, and day time
in Aspen? Showcase Aspen to the outside
activities. World class animal shelter, world class dog show
world? Help local business?
in a world class town.
3. What is your marketing approach?
Outline what kind of media exposure you
anticipate to generate and how.
4. What is the total budget for your
event/idea? (Revenue by source,
expenditures by use -- please present in a
proforma format.) How much City
money are you seeking? What will the
City money be used for? How soon do
you need it?
As a local business man (The UPS Store),and having been
5. Are you proposing to
Chairman for Headquarters of F.I.S. World Cup Aspen for 5
manage/shepherd the creation of this
years,and Chairman of E.S.P.N. Media Escort of the Aspen
event or idea, or do you intend for
24 hour Race, and the proud owner of two magnificent
someone else to do it? What is your
Siberian Huskies, I would be happy to provide volunteer
"stake" in making this happen?
help.
6. Is your event a "for profit" event or a
"not for profit" event or concept? What
happens if the event or idea is not
successful and doesn't recoup the money
your budget assumes it will make? Who
bears the risk of failure? Who reaps the
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reward of being more successful than you
anticipate?
7. What do you want/need from others in
order to make your idea/event happen
and make it successful? Have you had
discussions yet about partnerships/help?
If you are the event organizer, please
indicate your experience in producing
events of this type and describe how
successful those events have been.
8. If your event or concept is intended to
"live beyond a year," what plans do you
have to create long-standing sponsorships
so that the City stimulus money is not
required every year to keep it going?
If you like, you can upload any
supplemental items here. Files up to
20MB are acceptable.
If you like, you can upload a file
responding to the questions above here.
Files up to 20MB should work.
Date
2010-12-22 09:19:37
Start Time
2010-12-22 08:51:52
Finish Time
2010-12-22 09:19:37
Duration
27m 45s
User
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2 of 1/4/2011 2:03 PM
Professional Squash Tournament
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Question
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Reference #
5975353
Status
Complete
You name and contact information.
1. Please explain your proposal. If it is an
To host a professional squash tournament on a portable a
event -- what is it, when will it be, where
glass show court that could be erected inside a building or
will it take place, how many participants
outside with some covering over it. The event would take
do you hope to draw, etc? Also, please
place over 7 days of play. The event would be held
include your estimates of the number of
sometime in the summer months and would attract up to 28
participants, number of out-of-town
professional squash players from around the world. I would
participants, number of people each
anticipate that up to 250 people would come to play,
participant will "bring with them" to town
spectate or help organize/officiate the event from out of
to participate in the event and the number
town/around the world. I would anticipate that up to 500
of room nights you expect your event to
room nights would be booked. I have been in Aspen
p can leave your answers in
recently and spent quite alot of time meeting and speaking
the fields below, or you can scroll to the
e fields below,
with Keith Bulicz in the Parks and Recreation Dept. about
bottom and upload your proposal packet.
the idea which he was very enthusiastic about. I can be
Please make sure any uploaded proposals
reached at guscook29@hotmail.com or 443 622 0360 for
contain all information requested on this
more information.
form.
Nearly every person involved with the event ( pro players,
officials/organizers and spectators ) would come from
outside of Aspen. They would get see world class pro
2. How would your proposal increase
squash in a fantastic mountain setting which would be
visition? Enhance the vistor's experience
unique to anywhere in the world. Whilst the 250 or people
in Aspen? Showcase Aspen to the outside
are in Aspen ( most of whom are from a strong demographic
world? Help local business?
background) they would spend on accomodation, food and
other activities. This event would provide an excellent
opportunity for Aspen to be showcased all around the world
to the 25 million people who play the sport.
There would promotion of the event in advance via all
3. What is your marketing approach?
normal media channels including websites, emailing, print,
radio and some tv. Given the unique setting and outdoor
Outline what kind of media exposure you
aspect of the event ( most squash events are staged indoors )
anticipate to generate and how.
this would create a real ' buzz -worthy ' news item, not just in
the squash world.
4. What is the total budget for your
event/idea? (Revenue by source,
The total budget would be $100k. Most would be raised by
expenditures by use -- please present in a
sponsorships ( get ad space on the glass court, program,
proforma format.) How much City money
website etc ) and ticket sales. Any seed money from the
are you seeking? What will the City
City would go towards helping to promote the event and
money be used for? How soon do you
marketing materials.
need it?
5. Are you proposing to manage/shepherd
I am the PSA ( professional squash association)
the creation of this event or idea, or do
representative for the Americas and already direct multiple
you intend for someone else to do it?
world class pro squash tournaments. My stake would be 100
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What is your "stake" in making this
% but I would bring in a team of people that I normally
happen?
work with. Go to www.psa-squash.com or
www.naosquash.com for more information.
6. Is your event a "for profit" event or a
The event would be for profit. With some initial start up
"not for profit" event or concept? What
funds to market the event, I would be able to guage whether
happens if the event or idea is not
I could raise the $100k budget several months before the
successful and doesn't recoup the money
proposed event dates and make a call as to whether it would
your budget assumes it will make? Who
be viable or not. If it is not then I would lose time, energy
bears the risk of failure? Who reaps the
and some money, approx. $1 Ok in start up costs. If the event
reward of being more successful than you
was more successful then I would happy to split any profit
anticipate?
50% - 50% with the City.
7. What do you want/need from others in
order to make your idea/event happen
I have spoken at length to Keith Bulicz about this idea and I
and make it successful? Have you had
am one of the most experienced and successful pro squash
discussions yet about partnerships/help?
event promoters in the world with over 15 years experience
If you are the event organizer, please
and every connection required to make this proposed unique
indicate your experience in producing
event a great success for all involved. I would need support
events of this type and describe how
from the City.
successful those events have been.
My aim would be to make this a yearly event and my
approach to sponsors/partners would be to support for year
8. If your event or concept is intended to
one and see what the event is about but know from
"live beyond a year," what plans do you
experience that they would likely want to support again in
have to create long-standing sponsorships
the future and that it would grow. I started the North
so that the City stimulus money is not
American Open pro squash event in Richmond, VA 8 years
required every year to keep it going?
ago with a $25k budget and it has grown now to be one of
the top 10 events anywhere in the world with a budget of
$500k.
If you like, you can upload any
supplemental items here. Files up to
20MB are acceptable.
If you like, you can upload a file
responding to the questions above here.
Files up to 20MB should work.
Date
2011-01-07 11:49:54
Start Time
2011-01-07 11:25:56
Finish Time
2011-01-07 11:49:54
Duration
23m 58s
User
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2of2
1/11/2n11 11-R0 enn
Santa Con
Aka Santa Convention
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lQuestion J Value I
[You name and contact information. I I
1. Please explain your proposal. If it is an event --
what is it, when will it be, where will it take place,
how many participants do you hope to draw, etc?
Also, please include your estimates of the number of
participants, number of out-of-town participants,
number of people each participant will "bring with
them" to town to participate in the event and the
number of room nights you expect your event to
produce.You can leave your answers in the fields
below, or you can scroll to the bottom and upload
your proposal packet. Please make sure any
uploaded proposals contain all information requested
on this form.
How would your proposal increase visition9
thance the vistor's experience in Aspen? Showcase
,pen to the outside world? Help local business?
3. What is your marketing approach? Outline what
kind of media exposure you anticipate to generate
and how.
What is the total budget for your event/idea?
evenue by source, expenditures by use -- please
esent in a proforma format.) How much City
)ney are you seeking? What will the City money
used for? How soon do you need it?
5. Are you proposing to manage/shepherd the
creation of this event or idea, or do you intend for
someone else to do it? What is your "stake" in
making this happen?
I'm suggesting bringing santa con (santa
convention) to aspen/snowmass. it should be
sometime before christmas. it can happen all day
and night for several days, all over town and on
the four ski areas. it should draw lots of people,
some participate with costumes and many come
just to see the spectacle. i.e. families,tourists,
internationals, etc.
santa cons all over the world have materialized,
but by adding'aspen during the holiday' it would
engage the traveler to seek this one out for the
wintery/skiing aspect. jolly st. nick is contaigous
and people will be spontaneous throughout the
event to garb up and join in. 4000 santas all over
town, on mountain, in retail shops. etc. should
put a welcoming merry yuletide spirit to the pre
xmas festivities in locals and visitors alike. it's
like adding another mardi gras to snowmass,
halloween to aspen, forth of july,etc. but during
the early/slow weeks in mid-december.
get the word out thru the normal channels.
ings, ads, intemet,tv,radio.
the city should host a parade on saturday. (i don't
know how much a parade costs) it could start on
friday at noon and go until sunday at 5 p.m.
maybey a bonfire/picnic type thing on saturday
eve/night in a park.(i don't know how much a
bonfire in a park costs) i think this could happen
for dec. 2011 and subsequent years.
I other than the city managing it like fourth of
,(the parade,town picnic) other events all
r town could happen through the private
:or,(think gala event,talent show, carolling,
) and ski -co should be on board for the all
r the mountain stuff. as for me?? i just wanna
,s up and see this town party jolly festive.
, ..C7 1/11/2011 11:39 AM
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6. Is your event a "for profit" event or a "not for
profit" event or concept? What happens if the event
or idea is not successful and doesn't recoup the
i think a is a not for profit. other than heads
money your budget assumes it will make? Who bears
could t/ beds, retail sales tax, lift tickets,
the risk of failure? Who reaps the reward of being
restaraunt/ bars, etc.
more successful than you anticipate?
7. What do you want/need from others in order to
make your idea/event happen and make it
successful? Have you had discussions yet about
partnerships/help? If you are the event organizer,
please indicate your experience in producing events
of this type and describe how successful those events
have been.
8. If your event or concept is intended to "live
beyond a year," what plans do you have to create
talk to the chamber, ski -co or colo. tourism
long-standing sponsorships so that the City stimulus
board.
money is not required every year to keep it going?
If you like, you can upload any supplemental items
here. Files up to 20MB are acceptable.
santa con5.nnr; (941k)
If you like, you can upload a file responding to the
questions above here. Files up to 20MB should work.
Date
2011-01-06 21:55:21
Start Time
2011-01-06 21:34:09
Finish Time
2011-01-06 21:55:21
Duration
21m 12s
User
71.196.163.246
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2 of 2 1 / 11/2011 11:39 AM
lk
• _mot . �'
jr
'
• � ter+ � 04
Summer Snow
Proposal: Aspen "Summer Snow" Event
Submission Date: Jan. 7, 2011
From: Lester Craft
970-927-0450
lester.craft@gmail.com
1. Please explain your proposal. If it is an event -- what is it, when will it be, where
will it take place, how many participants do you hope to draw, etc?
Also, please include your estimates of the number of participants, number of out-of-
town participants, number of people each participant will "bring with them" to
town to participate in the event and the number of room nights you expect your
event to produce.
"Summer Snow" is envisioned as an annual, family- and enthusiast -friendly event that
kicks off anticipation of the ensuing ski and snowboard season.
The objective of "Summer Snow" is to attract both skiers/boarders and ordinary families,
especially from the Front Range, to spend several days having fun in Aspen with a unique
event. It is timed to strengthen the late summer season.
In addition to generating room nights, it is anticipated that "Summer Snow" will be
especially beneficial to local retail merchants through event tie-ins (referenced below), as
well as to restaurants and other local businesses.
Another key feature of "Summer Snow" is the cross -promotion benefit for increasing
winter visitation. Recognizing that a large percentage of summertime Front Range
visitors become repeat visitors the following winter, it is likely that the beneficial cross -
promotion effect of "Summer Snow" would be especially strong given the event's
specific dual -season theme and natural attraction to enthusiasts of wintertime activities.
It is proposed that "Summer Snow" will feature several fun components that will be very
attractive to both visitors and regional and national media, including:
• A temporary artificial Ski Slope (such as those made by Snowflex or other
companies), on the lower portion of the Little Nell run.
• A Kids' Snowman Competition (preferably using snow saved from the
previous winter under a white protective tarp, as successfully demonstrated by
Skico a couple of years ago).
• A "Summer Snow Parade" culminating with a "snow storm" (produced by
suds machines such as the one utilized to make "snow" for the local
production of The Nutcracker).
Ski -film screenings, both indoor and outdoor.
Retail merchant tie-ins to encourage demos and sales of skis, boards, gear,
apparel, and dry -land ski -training equipment.
Summer Thundersnow (evening band on the gondola plaza)
• Summer Snowball (evening social event)
• A suitable mascot.
"Summer Snow" will target approximately 2,000-3,000 out-of-town visitors and
approximately 2,500-4,000 room nights in Year 1. In addition, an equivalent number of
local participants, and potentially more, can be anticipated.
2. How would your proposal increase visitation? Enhance the visitor's
experience in Aspen? Showcase Aspen to the outside world? Help local
business?
"Summer Snow" will increase visitation and attract favorable, high -profile regional
and national media attention by virtue of its uniqueness, mix of novel and fun
attractions, and perfect tie-in to a major part of what Aspen stands for (ie, the
celebration of winter and snow).
Local businesses will benefit from increased visitation, and retail tie-ins to sales of
both summer- and winter -related gear and merchandise.
3. What is your marketing approach? Outline what kind of media exposure you
anticipate to generate and how.
Significant media attention is anticipated, as a natural function of the event's
uniqueness and novelty. In addition, the event's timing in late summer is highly
favorable for media attention, since newspaper and magazine travel sections are in a
lull given that they have largely finished previewing summer activities by that time.
Given the media -friendly nature of the event, the marketing approach will involve
conventional public relations targeted to the media, supplemented by web and texting
promotion as appropriate, as well as inclusion in calendars and brochures, etc.
A separate sales/marketing track will be devoted to acquiring sponsors.
4. What is the total budget for your event/idea? (Revenue by source,
expenditures by use -- please present in a proforma format.) How much City
money are you seeking? What will the City money be used for? How soon do
you need it?
Please see preliminary pro forma P&L in Excel file. (It is anticipated that some
Expenses may be offset via sponsorships.)
"Summer Snow" seeks up to $35,000 in City funding. Funds will be used for
Working Capital, ie to enable upfront organization of the event given that startup
costs will be incurred in advance of revenue.
Funding would be needed upon formal approval of the Project.
5. Are you proposing to manage/shepherd the creation of this event or idea, or
do you intend for someone else to do it? What is your "stake" in making this
happen?
I am a travel -industry professional with significant event experience. I intend to take
an active leadership role in the event's organization, operation, revenue -generation
and marketing.
6. Is your event a "for profit" event or a "not for profit" event or concept? What
happens if the event or idea is not successful and doesn't recoup the money your
budget assumes it will make? Who bears the risk of failure? Who reaps the
reward of being more successful than you anticipate?
"Summer Snow" is envisioned as an event that benefits the community while also
generating a profit so that it can become self-sustaining and operate as a standalone
business that does not require any subsidy. Risk and reward will be incurred to a large
degree by myself as key organizer.
The justification for initial City funding is based on the reality that a new event incurs
start-up costs, as well as recognition that the event will offer considerable community
benefits (room nights, associated restaurant and retail revenues, positive media, etc.).
7. What do you want/need from others in order to make your idea/event happen and
make it successful? Have you had discussions yet about partnerships/help? If you
are the event organizer, please indicate your experience in producing events of this
type and describe how successful those events have been.
Help from others to make this event successful will include the following:
• City endorsement: In turn, the City will be featured prominently as a sponsor.
• It is assumed that the City and Chamber Resort Association will supplement
marketing as appropriate (inclusion of the event on standard calendars,
brochures, P.R., etc.).
• Sponsors will need to be secured.
• Assembly of an operations team to organize and execute the various aspects of
the event (ideally the team will be composed of a mix of civic and private
resources).
Partnership discussions:
• Previews of the proposal have been provided to the Chamber Resort
Association as part of assessing the merit of the concept and to begin
consideration of the best timing for the event. In addition, Skico has been
contacted and hopefully will be reviewing the proposal shortly.
Experience:
• I have significant experience leading teams that have produced successful
sponsor -driven events (both physical and "virtual" events), particularly in the
travel and home furnishings industries. (Travel -related events, in 2007-2010,
have been in association with Travel Weekly, the leading national
publication/website/show organizer for travel professionals.) I have some
access to personnel who have experience marketing and producing successful
sponsor -driven events in Aspen and elsewhere.
8. If your event or concept is intended to "live beyond a year," what plans do you
have to create long-standing sponsorships so that the City stimulus money is not
required every year to keep it going?
"Summer Snow" is envisioned as an annual event.
In order to succeed annually, the event ultimately must function as a self-sustaining,
standalone business that is operated and financed as such.
Sponsors will be offered reduced rates in exchange for multi -year commitments.
It is anticipated that City stimulus funding would not be required after Year 1.
The Maroon Bells Marathon
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1. Please explain your proposal. If it is an event
-- what is it, when will it be, where will it take
place, how many participants do you hope to
I have been toying with organizing an Aspen
draw, etc? Also, please include your estimates
Marathon. The Maroon Bells Marathon. Date would
of the number of participants, number of
be 2-3 weeks after the Golden Leaf Half Marathon,
out-of-town participants, number of people
approx 2nd weekend of October. Start in Rio Grand
each participant will "bring with them" to town
park up to Maroon Lake and back to Wagner Park.
to participate in the event and the number of
300-500 runners and another 500-1000 friends,
room nights you expect your event to
family, etc. in the first year. The only road affected
produce.You can leave your answers in the
would be Maroon Creek Road. Contacted Forest
fields below, or you can scroll to the bottom
Service a couple of years ago and at that time they
and upload your proposal packet. Please make
were in favor of the event.
sure any uploaded proposals contain all
information requested on this form.
Marathon's are popular events and runners almost
2. How would your proposal increase visition?
always design a destination trip for the family around
experience in Aspen?
Enhance the en
the marathon. October is a quiet month in Aspen but
is
Showcase Aspen to the outside world? Help
October is Marathon month for many distance
local business?
runners.
The Maroon Bells Marathon would be one of the
highest, challenging and most beautiful road races in
3. What is your marketing approach? Outline
the country. Listing with Active.com, ads in Runner's
what kind of media exposure you anticipate to
World guided by a local marketer such as Nina
generate and how.
Eisenstadt. Have been holding
www.maroonbeflsmarathon.com and similar domain
names for a couple of years.
4. What is the total budget for your event/idea?
(Revenue by source, expenditures by use --
please present in a proforma format.) How
Cost to put on would be — $35k with our resident
much City money are you seeking? What will
volunteers.
the City money be used for? How soon do you
need it?
5. Are you proposing to manage/shepherd the
I would shepherd the event and will provide some of
creation of this event or idea, or do you intend
my company personnel and some seed money. Would
for someone else to do it? What is your "stake"
like to see Aspen have a marathon.
in making this happen?
6. Is your event a "for profit" event or a "not
for profit" event or concept? What happens if
the event or idea is not successful and doesn't
Not for profit and would like to consider any profits go
recoup the money your budget assumes it will
to local conservation organizations.
make? Who bears the risk of failure? Who
reaps the reward of being more successful than
you anticipate?
fo 1/4/2011 2:03 Ph
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7. What do you want/need from others in order
to make your idea/event happen and make it
successful? Have you had discussions yet about
partnerships/help? If you are the event
Have discussed this with a few "event" people in
organizer, please indicate your experience in
Aspen. Would hire an event organizer.
producing events of this type and describe how
successful those events have been.
8. If your event or concept is intended to "live
beyond a year," what plans do you have to
My company would provide seed money each year
create long-standing sponsorships so that the
and the "event" would solicit other companies and
City stimulus money is not required every year
individuals.
to keep it going?
If you like, you can upload any supplemental
items here. Files up to 20MB are acceptable.
If you like, you can upload a file responding to
the questions above here. Files up to 20MB
should work.
Date
2010-12-20 18:08:28
Start Time
2010-12-20 17:46:12
Finish Time
2010-12-20 18:08:28
Duration
22m 16s
User
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Question
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5951207
Status
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1. Please explain your proposal. If it is an event -- what is it,
when will it be, where will it take place, how many participants
do you hope to draw, etc? Also, please include your estimates
of the number of participants, number of out-of-town
participants, number of people each participant will "bring with
Streamline the traffic flow into and
them" to town to participate in the event and the number of
out of town. Raise speed limits,
room nights you expect your event to produce.You can leave
synchronize lights, etc.
your answers in the fields below, or you can scroll to the
bottom and upload your proposal packet. Please make sure any
uploaded proposals contain all information requested on this
form.
Workers, visitors, and residents would
be more cheerful and less poisoned by
2. How would your proposal increase visition? Enhance the
exhaust fumes. The whole experience
vistor's experience in Aspen? Showcase Aspen to the outside
would be much better for
world? Help local business?
everyone.There would be less stress in
town. Visitors would be more likely to
return.
3. What is your marketing approach? Outline what kind of
media exposure you anticipate to generate and how.
4. What is the total budget for your event/idea? (Revenue by
source, expenditures by use -- please present in a proforma
format.) How much City money are you seeking? What will the
City money be used for? How soon do you need it?
5. Are you proposing to manage/shepherd the creation of this
event or idea, or do you intend for someone else to do it? What
is your "stake" in making this happen?
6. Is your event a "for profit" event or a "not for profit" event
or concept? What happens if the event or idea is not successful
and doesn't recoup the money your budget assumes it will
make? Who bears the risk of failure? Who reaps the reward of
being more successful than you anticipate?
7. What do you want/need from others in order to make your
idea/event happen and make it successful? Have you had
discussions yet about partnerships/help? If you are the event
organizer, please indicate your experience in producing events
of this type and describe how successful those events have
been.
8. If your event or concept is intended to "live beyond a year,"
what plans do you have to create long-standing sponsorships so
that the City stimulus money is not required every year to keep
it going?
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If you like, you can upload any supplemental items here. Files
up to 20MB are acceptable.
If you like, you can upload a file responding to the questions
above here. Files up to 20MB should work.
Date
2010-12-13 07:56:10
Start Time
2010-12-13 07:47:22
Finish Time
2010-12-13 07:56:10
Duration
8m 48s
User
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2 of 2 1/4/2011 2:04 PM
12 Days of Aspen
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Status
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You name and contact information.
Andrew Kole
1. Please explain your proposal. If it is an event -- what is it,
when will it be, where will it take place, how many participants
do you hope to draw, etc? Also, please include your estimates of
the number of participants, number of out-of-town participants,
number of people each participant will "bring with them" to town
12 Days of Aspen (expand retail
to participate in the event and the number of room nights you
portion, work with ACRA)
expect your event to produce.You can leave your answers in the
fields below, or you can scroll to the bottom and upload your
proposal packet. Please make sure any uploaded proposals
contain all information requested on this form.
2. How would your proposal increase visition? Enhance the
12 Days is an excellent event that,
vistor's experience in Aspen? Showcase Aspen to the outside
like the Saturday Market, has room
world? Help local business?
for improvement.
3. What is your marketing approach? Outline what kind of media
Expand current exposure in concert
exposure you anticipate to generate and how.
with ACRA.
4. What is the total budget for your event/idea? (Revenue by
$25,000 total $15K ACRA $1 OK
source, expenditures by use -- please present in a proforma
CCLC $10,000 requested to expand
format.) How much City money are you seeking? What will the
the retail portion of current 12 Days
City money be used for? How soon do you need it?
event from the CCLC
5. Are you proposing to manage/shepherd the creation of this
event or idea, or do you intend for someone else to do it? What is
Collaborate with ACRA.
your "stake" in making this happen?
6. Is your event a "for profit" event or a "not for profit" event or
concept? What happens if the event or idea is not successful and
doesn't recoup the money your budget assumes it will make?
Not for profit
Who bears the risk of failure? Who reaps the reward of being
more successful than you anticipate?
7. What do you want/need from others in order to make your
idea/event happen and make it successful? Have you had
CCLC puts on Saturday Market thus
discussions yet about partnershipsihelp? If you are the event
we have the expertise.
organizer, please indicate your experience in producing events of
this type and describe how successful those events have been.
8. If your event or concept is intended to "live beyond a year,"
what plans do you have to create long-standing sponsorships so
yes --
that the City stimulus money is not required every year to keep it
going?
If you like, you can upload any supplemental items here. Files up
to 20MB are acceptable.
If you like, you can upload a file responding to the questions
above here. Files up to 20MB should work.
Date
2011-01-11 12:19:36
I nf? 1/12/2011 9:45 AM
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Finish Time
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Duration
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Venture Capitalist Ski Weekend
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You name and contact information.
I'm thinking aspen/smv should bring v.c.'s on skiis
1. Please explain your proposal. If it is an
(venture capatilists) such as the one in killington ski
event -- what is it, when will it be, where will
area in vermont. some law firm has been organizing it
it take place, how many participants do you
there. but, this is aspen's verzion, way swankier with so
hope to draw, etc? Also, please include your
much more panache. it could be a long weekend in the
estimates of the number of participants,
spring (warmer weather, longer days) of course the
number of out-of-town participants, number of
main idea is to 'capture' a v.c. for a lift ride in order to
people each participant will "bring with them"
make a pitch, who says it has to be only on the ski area.
to town to participate in the event and the
utilize the wheeler and the like for an all over town, full
number of room nights you expect your event
day and evening schedule that puts innovators in touch
to produce.You can leave your answers in the
with financiers. c'mon this is aspen, with the movers
fields below, or you can scroll to the bottom
and shakers that want to be here anyway, it's the
and upload your proposal packet. Please make
perfect excuse to come out skiing on a business trip.
sure any uploaded proposals contain all
we're half -way between wall st. and hollywood. ( side
information requested on this form.
note: this could also work with hollywood movie/music
types for discovering new material pitches)
2. How would your proposal increase visition?
Enhance the vistor's experience in Aspen?
Showcase Aspen to the outside world? Help
local business?
3. What is your marketing approach? Outline
what kind of media exposure you anticipate to
generate and how.
4. What is the total budget for your
event/idea? (Revenue by source, expenditures
by use -- please present in a proforma format.)
How much City money are you seeking? What
will the City money be used for? How soon do
you need it?
5. Are you proposing to manage/shepherd the
creation of this event or idea, or do you intend
for someone else to do it? What is your
"stake" in making this happen?
6. Is your event a "for profit" event or a "not
for profit" event or concept? What happens if
the event or idea is not successful and doesn't
recoup the money your budget assumes it will
make? Who bears the risk of failure? Who
reaps the reward of being more successful
than you anticipate?
I nf7 1/11/2011 11:46AM
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7. What do you want/need from others in
order to make your idea/event happen and
make it successful? Have you had discussions
yet about partnerships/help? If you are the
event organizer, please indicate your
experience in producing events of this type
and describe how successful those events have
been.
8. If your event or concept is intended to "live
beyond a year," what plans do you have to
create long-standing sponsorships so that the
City stimulus money is not required every year
to keep it going?
If you like, you can upload any supplemental
items here. Files up to 20MB are acceptable.
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Date
2011-01-06 22:10:56
Start Time
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Duration
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f-160-10-5974623_ AFnjajn_venture_capatilists_on_sldis.png(PNG... bttps://fsl6.formsite.con✓/sallys/files/f-160-10-5974623_LhFnjajrk_ven...
VCs on Skis
Our annual Venture Capital Ski Weekend brings together entrepreneurs, venture stage
companies.. venture capital investors and investment bankers who share a commitment to
innovation -based entrepreneurial ventures. The Ski Weekend, known at RKR as "VCs- on -
Skis", provides a relaxed forum for the exchange of knowledge and opportunities.
VCs on Skis 2010 _
Dates: March 26 — March 28
Where: The Killington Grand Resort Hotel and Conference Center, Killington VT
RKR hosted its annual Ski Weekend and Venture Capital Conference in Killington,
Vermont. Events included a 6 on 6 emerging companies presentation and
discussion. Companies included eFashionSolutions, LLC, Gilt Groupe, Localvoda,
Locus Energy, MediaMath, and Pontiflex, Inc.
For more information on our annual Venture Capital Ski Weekend you may contact.
Charles Torres Imtiaz Zainule
Partner Conference Manager
212.209-3032 212-209-3099
ctorres@reitiedaw.com izainuie(rizreitledaw.com
I of] I I'3011 11 46 AM
WE -cycle
Mining Aspen for Ideas
City ofAspen,ACRA,
Aspen Commercial Core and Lodging Commission
WE -cycle
PO BOX 360
Aspen, CO 81612
www.we-cycle.org
mirte@we-cycle.org
January 7, 2011
The Summer of 2011 will put Aspen on the map as the premier summer -biking destination in Colorado.
Community bike sharing is a smart, logical, and important complement to the exciting and inaugural bike events
scheduled for this summer. Just imagine...
• Riding a WE -cycle from the Parking Garage around town to watch the action of the Aspen Cycling Criterium
• Hopping on a WE -cycle at one's hotel and pedaling across town to the participate in the Livestrong opening
festivities of Aspen's Cycling Festival
• Finishing lunch and quickly grabbing a WE -cycle to ride over to Koch Park and applaud friends as they fetish
the Aspen/Snowmass Ride for the Cure
• Picking up a WE -cycle at the Aspen Institute and zipping into town to watch the Quiznos Pro Challenge and
then using another WE -cycle to return to a seminar
Imagine getting into, across, and out of downtown Aspen without the hassle of a car!
WE -cycle, a 501c3 nonprofit, is Aspen's missing link to make this vision a reality.
WE -cycle will significantly enhance the Aspen guest experience. WE -cycle is itself not an event but becomes part of
every event in Aspen by providing bikes for people to move around freely, unencumbered by cars and parking. WE
cycleis tangible, simple, highly -visible and cost-effective transit infrastructure. WE -cycle will become part of the fabric
that makes Aspen what it is - a fun, dynamic, and progressive place to visit, live, and get around. WE -cycle is the ulti-
mate enhancement to The Aspen Experience, it:
• Enhances Parking Garage by improving access to the downtown business core
• Reduces parking pressures in the downtown core
• Publicizes and Differentiates Aspen
WE -cycle is looking to the Mining for Ideas initiative to become the underwriter of the City ofAspen Parking Garage
kiosk. The location of this kiosk is approved by City Council but is currently unfunded. The placement of this kiosk is
essential as it will encourage parking garage use instead of circling in town hoping to find a parking place.The invest-
ment in this kiosk, a true transit hub, is $35,000.
We are pleased to submit an idea become solution for your consideration which, with your support, can become a
long-term viable component of The Aspen Experience and further our renown as a bike -conscious community.
Thank you,
Mirte Mallory
O V E R V I E W
WE - cycle: an overview
Aspen is world-renowned for its events. After all, in 1949, the
Goethe Bicentennial was THE event that put Aspen on the
map as an enlightened, beautiful town in the mountains. Over
the past sixty years, Aspen defined itself as a destination resort
and an event -destination. Our events are popular, varied, and
interesting. In order to maintain our value -proposition, we
need to ensure that our events are easily accessible without
the cumbersome and city -like experience of navigating Aspen
with a car, circling for parking, and getting to the event
frustrated.
WE -cycle is a solution
WE -cycle, a non-profit community bike sharing program,
will transform Aspen's downtown landscape into one that
prioritizes bicycles over vehicles, replaces traffic congestion
with vibrancy, improves our visitor experience and retention,
and demonstrates innovation and leadership.
WE -cycle: how it works
WE -cycles are for short, frequent
point-to-point trips between Aspen's
businesses, restaurants, events, lodges,
and residences. Bike sharing is fast,
J
easy, and affordable: sign-up at one
located kiosks
■��
of the strategically
with the swipe of any credit card —
hop on a bike- ride to where
you need to be quickly, efficiently,
independently- re -dock your bike
Y
at a kiosk-i enjoy yourself, run your
errands, savor a meal— un-dock
another bike- ride to where you
t ,
want to be- time and time again,
WE -cycle is available, car and
;p
parking hassle -free.
,W
WE -cycle ® Approved
Locations * Planned
WE -cycle is everywhere you need to be: quick and easy to use to cross town,
connecting events, businesses, restaurants, hotels and lodges.
WE -cycle will offer daily (-$5),
weekly (-$15), and annual
memberships (-$39) which include
use of a WE -cycle for unlimited 30
minutes increments. Subsequent 30
minute increments are priced on a
sliding scale in order to disincentive
extended use such as that of a bike
rental.
IN E �
WE - cycle: launch strategy
WE -cycle plans to first launch in Aspen and then develop
a hub -and -spoke style system centered around prominent
RFTA bus stops and future BRT stations in the Roaring
Fork Valley.
BASALT
7
WE - cycle: Aspen's transportation
solution
Bike sharing programs are most successful in compact,
largely flat communities with a well -established
transit system, a centralized business district and
surrounding hubs of activity. Aspen's topography
and commercial layout are ideal for community bike
sharing to succeed.
WE -cycle will strengthen Aspen's existing
transportation system by allowing residents and
visitors to use bikes instead of cars and hotel shuttles
for errands.Visitors will find exploring town and
getting between activities, shops, restaurants, and
lodges on WE -cycle to be convenient and efficient.
"Bike sharing program gets
green light"
-Aspen Daily News 9/29/2010
WE - cycle: a multi -faceted solution
Environmental Benefits
• Helps Reduce the Impacts of Climate Change
and PM10- diminishes the reliance on private vehicles
for in -town transportation and errands thereby
improving air quality
Fosters Environmental Stewardship - bike sharing
is a highly visible demonstration of an environmentally
conscious culture
Community Benefits
• Enhances Small Town Character - facilitates street -
side social interactions and furthers the wellness of our
community
• Encourages Collective Responsibility - everyone
can participate and help pedal to a more sustainable, and
environmentally -conscious future
Economic Benefits
Strengthens the Visitor Experience - provides
efficient and pleasant transit throughout the downtown
core and eventually valley -wide
• Protects Aspen's Value Proposition - accessible,
local bicycle transportation epitomizes Aspen's roots and
ideals as a pioneering community
• Attracts Younger, Eco-friendly Visitor -
community bike sharing attracts 25-49 year olds
WE -cycle is not about individuals but about
WE, a community taking responsibility for
shaping our small town identity, reducing
our traffic, improving our air quality, and for
being who we claim to be.
WE — choose responsible transportation
solutions. WE —join as a community against
climate change. WE — provide alternatives
to driving. WE — are part of local vitality.
WE — support low cost activities for visitors.
WE — connect businesses directly to customers
WE —welcome visitors to be inspired by our
bike culture. WE — collectively pedal to a
cleaner future.
WE —cycle!
WE- cycle: an approved solution
The City of Aspen has approved the launch of WE -cycle
in the spring of 2011 including: approximately 100 bikes
and 10 kiosks placed in designated public rights of way
around Aspen's downtown core as well as the approval of
underwriting surfaces on both the bikes and kiosks.
Start-up infrastructure funding is being sought from a
combination of public entities, businesses, foundations, and
individuals to underwrite community bike sharing through
Name -a -Kiosk and Adopt -a -Bike opportunities. Once in
motion, WE -cycle is self -sustainable, day to day operations
are covered by membership fees and underwriting surfaces
on bikes.
VVE- cycle + Mining for Ideas: Perfect Fit
WE -cycle is looking to the Mining for Ideas initiative to
become a Name -a -Kiosk underwriter. For $35,000 the City
of Aspen can underwrite the approved kiosk located above
the Rio Grande parking garage in the Galena Plaza.
Rio Grande Parking Garage Kiosk -Vicinity Map
City of Aspen Parking Garage Kiosk - Approved Location
WE- cycle: Intelligent Investment
We -cycle is a tangible and simple, highly -visible and cost-
effective transit infrastructure. WE -cycle is not a finite event
but an experience that will integrate into the fabric of what
makes Aspen - a fun, dynamic, and progressive place to visit,
live, and get around. WE -cycle is the ultimate enhancement
to The Aspen Experience, it:
1. Enhances Appeal and Revenue Generated by
Rior Grande Parking Garage
2. Reduces Pressure on Downtown Parking
3. Publicizes and Differentiates Aspen
Rio Grande
Parking Gara
1. Enhances Appeal and Revenue Generated
by Rio Grande Parking Garage
"On most days the garage remained over half empty, while
tremendous congestion and competition raged for the free,
timed on -street parking spaces a block away". - Parking
Research & Solutions —Aspen Case Study
Ease of getting to and from where we want to be is at
the forefront of our minds. it is our responsibility as a
community to make the transit experience for our guests
and residents easy and as smooth as possible. Just as Rubey
Park is Aspen's bus transit hub, the Aspen's Visitor Center
and Rio Grande Parking Garage complex should become
Aspen's car transit hub. Visible signage leads one easily to
the parking garage. Once parked, the question is, can one
get into town in less than 5 minutes?
WE -cycle solution - Provide efficient and pleasant access
to the downtown core from Rio Grand Parking Garage
• Upon exiting the parking garage, a WE -cycle kiosk
with 10-12 bikes awaits
• Sign-up on the spot with any credit card, hop on a
bike and ride into town, all within minutes
N
• With improved access to core, the Parking Garage will
be frequented more often with higher vehicle turn-
over, and increased revenue generated by the City.
WE -cycle estimates that a 5% increase in Parking
Garage use in the summer, due to the enhanced con-
venience of getting into town on a WE -cycle, will
generate an additional $27,000 annually in revenue
to the City
• WE -cycle estimates that the City ofAspen will re-
coup its $35,000 investment in WE -cycle kiosk — via
increased parking revenues from the Parking Garage,
in less than two years of operation
Rio Grande Parking Garage capacity (spaces)
340
Average daily revenue per space
$10
Potential daily revenue
$3,400
Length of summer season (days)
160
Potential summer season revenue
$544,000
Estimate of use (WE -cycle estimate)
50%
Estimated revenue (parking garage summer)
$272,000
Estimated increase in use due to WE -cycle
kiosk
5%
Incremental revenue to the City of Aspen
$27,200
City of Aspen investment (WE -cycle kiosk)
$35,000
Payback (years)
1.3
City of Aspen Parking Garage Kiosk
C
■❑
Rio Grande Parking Garage Kiosk will facilitate access to the downtown core for those arriving by car
2WE
2. Reduces Pressure on Downtown Parking -
Improves Connectivity
During peak seasons, parking places in the core are difficult
and exceedingly frustrating to fmd.This congestion and
inconvenience deters quick errands and spontaneous
shopping. Once parked, cars do not move for hours at a time
thereby hurting the turnover of downtown commerce:
WE -cycle solution - Facilitate getting into town without
relying on a car and need to find parking
• A kiosk with 7-10 bikes rotating in and out bring
more business to the core than a single car parked for
• WE -cycles will be available at lodges and condomini-
ums for visitors to run errands or go to a restaurant
without the hassle of a car or of waiting for a courtesy
shuttle
• WE -cycles will help change our communal mindset
that one has to drive to the door of a business
• WE -cycle makes it easy for residents to park outside of
town and then come into town and "Shop, Dine, and
Play Local"
• It is anticipated that visitors from other communities
with bike sharing (Denver/Boulder,Washington D.C.,
Boston, etc.) who are bike sharing members could
swipe their local membership cards for free access to
WE -cycles in Aspen
3. Publicizes and Differentiates Aspen
IMAGINE...
`Aspen Colorado launches
first resort community bike
sharing program"
- New YorkTimes, Summer 2011
WE -cycle epitomizes Aspen's ideals and enhances The Aspen
Experience. WE -cycle will generate positive publicity for
Aspen as the first small community in the United States
to implement a third generation bike sharing program.
WE -cycle's national and international press will further
Aspen's reputation and attractiveness.
WE -cycle will remind potential and return visitors that:
Aspen is cutting edge —WE-cycle reinforces Aspen's
brand as a progressive resort town at the forefront of
community -focused and environmental initiatives.
Aspen is environmentally responsible —WE-cycle
strengthens Aspen's press coverage as a steward of the natural
environment instead of media reporting on Aspen's large
home sizes and conspicuous consumption.
Aspen is welcoming —WE-cycle is easily accessible to all
sociographics and dispels a widely held misconception that
Aspen is only a playground for the wealthy.
Aspen is healthy — WE -cycle showcases Aspen as an active
and carbon -footprint conscious community.
Aspen is fun —WE -cycling around Aspen is enjoyable,
relaxing, and a great way to experience Aspen's downtown,
events, and trails.
Aspen is a vibrant town —WE-cycle facilitates access
to the breadth of Aspen's downtown core, businesses,
restaurants, lodges.
Aspen is young —WE-cycle is progressive and cutting
edge, and appeals to the younger eco-conscious traveller
who has experienced bike sharing abroad.
Aspen is a destination bike town -WE-cycle affirms
that Aspen is home to world -class bike events, road biking,
mountain biking, bike trails and community bike sharing.
Torre @ Aspen Bike Sharing Demonstration
Frequently asked questions
Who will ride the bikes?
Anticipated user profiles include a mix of different user
groups: residents, workforce, and visitors. WE -cycle
expects to appeal to Aspen's residents and workforce by
providing linkages to the existing public transportation
system and by offering alternatives to driving cars for
in -town trips. We envision this group using the bikes for
quick errands, across town meetings, and for accessing
transportation nodes and parking centers.
We anticipate a significant number of Aspen visitors to
use WE -cycles as a convenient, easy, fun and spontaneous
activity to explore Aspen's immediate locales. In order
to discourage extended use our pricing structure
incentivizes those interested in longer bicycle rentals to
visit the local bike shops.
We hope to establish partnerships with local businesses,
organizations, and hotels. WE -cycle will offer in -town
transportation options for employees, whether needed for
site visits, meetings, or a link between the work place and
the public transportation system. Hotel guests would have
access to the bike sharing program as an added layer of
value to their hotel experience.
How do you become a member?
Several memberships exist: daily, weekly, and annual.
Users can enroll online or at the kiosks using any credit
card. Annual members are provided with a WE -cycle
RFID card. Daily and weekly members receive a
WE -cycle code that is valid for the duration of the
membership. Cards or codes can be entered at any of the
system's kiosks for immediate access to the WE -cycle
fleet.
Isn't bike sharing only for big cities?
Third generation community bike sharing initially found
tremendous success in large European capital cities.
Over the last 5-7 years, community bike sharing has
continued to grow in large cities but has also taken root
in small resort communities. In Switzerland for example,
a number of resort towns similar in size to Aspen have
implemented solutions.
How much will it cost?
WE -cycle use is included in membership fees for the
first 30 minutes. Specific pricing will be established after
more comprehensive feasibility studies are conducted.
Memberships will most likely range in price between
$5 - $40 Usage pricing is designed to encourage short,
frequent trips by multiple users.Trips in excess of 30
minutes up to 2 hours will range from $1.50-$20.
Additional time will be subject to rapidly increasing
charges, creating an economic disincentive to keeping the
WE -cycle for extended periods.
How will I be charged?
A valid credit card is necessary to complete your
membership. This card is linked to your WE -cycle
account and any charges incurred will be billed to your
card.
Will helmets be available?
Bicycle safety is WE -cycle's top priority. However, bike
sharing systems, over 25 0 worldwide, do not provide
helmets. It is not possible to track a helmet's life, or
ensure proper fit and maintenance. We encourage users to
provide their own helmets.
Who will maintain the bikes?
The WE -cycle fleet will be maintained routinely by
professional mechanics.The sophisticated monitoring
system will notify WE -cycle immediately of any damage
or maintenance needs to keep the fleet balanced and
well -run.
How will you prevent theft and vandalism?
Individual accountability is created within the system by
linking each user to a credit card and billing for damages
and losses. WE -cycle is able to track the last user of a
bike if it is damaged upon return. Routine damage is
acceptable but deliberate destruction of the bikes will
result in possible expulsion from the program.
Are bicycles available year round?
No. The program is only available during the spring/
summer/fall seasons when conditions are appropriate and
safe for riding. We anticipate bicycles being available early
May through early October.
11
Founder Biographies
WE -cycle's bylaws resolve that "business shall be managed by a Board of Directors, initially comprised of two individuals;
the Nonprofit is eligible to have between 1 - 15 Directors." In its infancy, WE -cycle's Board of Directors consists of its two
founders in order to facilitate and move efficiently through the City of Aspen approvals process and the formative stages
of the organization. As WE -cycle begins its fundraising and implementation phases, it will seek to expand its Board of
Directors as appropriate to ensure the success of the organization and mission.
Philip Jeffreys
As co-founder and Director, Philip will manage WE -cycle's
operations and financials. Philip will oversee all WE -cycle
accounts from users to sponsors to advertisers. In its early
stages, Philip will balance the WE -cycle fleet and coordinate
maintenance with local bike shop partners. Philip brings
his experience from 10-years of consulting, an MBA from
Thunderbird, and a BA in Economics from Middlebury
College to ensure WE -cycle's viability. Philip was previously
Design Workshop Aspen's Operations Manager and worked
in the strategic services department. Philip is the principal
of CREATEconsulting, is LEED accredited, and serves
on the City of Aspen Open Space and Trails Board. Philip
is passionate about bike cultures and exploring cultures
by bike, he led bike tours in Europe and enjoys building
bicycles when he is not out riding.
Mirte Mallory
As co-founder and President, Mirte will collaborate closely
with public entities, businesses, and organizations to build
community support for WE -cycle. Mirte is an Aspen native
with a proven history of commitment to the community.
With 6 years of experience on the Pitkin County Planning
and Zoning Commission, as chair of the Aspen/Snowmass
Nordic Council, and vice -chair ofTomorrow's Voices,
Mirte understands the need for progressive foresight and
bridging various contingencies and objectives.While at
Dartmouth College, Mirte worked on developing campus
transportation solutions as part of the college's Capital
Improvement Initiative. When not zipping around Aspen on
her orange bike, Mirte is the Principal of Berko Photo and
Director of People's Press.
WE
W H Y U N D E R W R ,I _T__E ,_ W E- C
Bike sharing is an easily accessible complement to urban travel, reducing the carbon footprint of commuting as well as
enabling residents to become healthier through exercise while diminishing traffic congestion, noise and air -pollution.
• Just three hours of biking per week can reduce the risk of heart disease and stroke by 50 percent (Source:
League of American Bicyclists).
50 percent of car trips are less than two miles (Source: Nationwide Personal Transportation, USDOT, 1990)
• Short car trips cause real damage to the environment: 60 percent of automobile pollution is created in the first
few minutes of operation (Source: League ofAmerican Bicyclists)
Sponsorship equates to recognition for your company for its commitment to promoting livable communities, healthy
lifestyles, and zero emissions transit. Companies currently sponsoring bike share programs around the world:
/EVE DA. 0 Deloitte H& bMrtic
TARGET
Read what some bike share sponsor have to say:
Patrick Geraghty, President and
CEO, Blue Cross & Blue Shield of
Minnesota: "We're excited to be a
part of this innovative program that
makes it easier for Minnesotans
to be active in their daily lives.
With two-thirds of Minnesotans
overweight or obese, we need
creative solutions such as Nice Ride
to put the brakes on this trend.
Public bicycle -sharing can help
more Minnesotans lead active
and healthy lifestyles, starting
with downtown workers and the
students, staff and faculty on the
University of Minnesota campus."
Contribution to Bike Share: $1
million
* BARCLAYS
Barclays Bank, London: Givin keen interest in
bikesharing,the world financial giant Barclays
Bank buys the naming rights to London's
pending "Cycle Hire." According to the
London Evening Standard, for $36.4 million
USD every one of the 6,000 bikes will carry
six Barclay Bank logos. The Bank is so keen
on bike -sharing that it wants to add more
stations to the planned 400 as to service its
banking headquarters in East London. Deanna
Oppenheimer, CEO UK Retail Bank and Vice
Chair Global Retail Bank, at Barclays said:
"We are really excited to be part of these two
flagship schemes that will help Londoners
to lead more active lives and promote
the benefits of cycling as a sustainable,
environmentally friendly mode of transport. It
will also take our brand around London, one
of the most famous cities in the world and
the home of our global headquarters, in an
eye-catching and innovative way. So we look
forward to supporting this program. We are
sure these schemes will become as iconic as
the Tube or London buses." Contribution to
Bike Share: $36.4 million
11
F111 i,
KAISER PERMANENTE,
Eric France, MD, MSPH, chief,
Prevention Services, Kaiser
Permanente Colorado: "Kaiser
Permanente supports Denver
B-cycle as it promotes a healthy
and active mode of transportation
for Denver's residents and guests,"
said Eric France, MD, MSPH,
chief, Prevention Services, Kaiser
Permanente Colorado. "Denver
B-cycle supports our nonprofit
mission to build healthier
communities. Denver is setting an
example for all U.S. cities by laying
the foundation for Americans to
move more and we're proud to be
part of this effort that makes the
healthy choice, the easy choice."
Contribution to Bike Share:
$450,000
a-cycte Aspen
To: Aspen's Bike Shops
The bike culture is alive and well in Aspen! You, our local bike shops, are at the center of this culture and
have cultivated this enthusiasm for cycling. You are the hubs of bike knowledge: you educate the public
regarding the latest in technology and are the energy driving enthusiasm around the sport. Aspen values
its bike shops, their staff, and the choices they offer to keep us biking on the road, mountain, and paths.
WE -cycle is seeking Aspen's bike shops support of a transit -oriented bike solution for Aspen. WE -cycle is
first and foremost a viable communal alternative to vehicular transit and not focused on individual
recreational cycling needs. We hope you will consider supporting this foreword thinking concept.
In 2011, WE -cycle hopes to launch a bike sharing program in Aspen in an effort to reduce the impacts of
congestion and climate change in our core. Aspen would be the first small town to implement this
technology thereby leading the way for other small resort communities. WE -cycle principles:
WE -cycle is transportation focused - not recreation -oriented
• The WE -cycle fleet is designed for short —trip, point-to-point oriented travel
• WE -cycle bikes will operate within the City's core and have limited gearing
• WE -cycle will NOT offer road bikes, mountain bikes, or hybrids for trips over 2 miles
WE -cycle compliments Aspen's bike shops
• WE -cycle's pricing structure will disincentivize use of WE -cycles for trips over one hour
o Once a WE -cycle member (daily, weekly, monthly, yearly memberships available),
the first half hour is free and members are charged for subsequent 30 minute use
o When used for over one hour, WE -cycle will begin to charge significantly more for
the bicycle use than Aspen's local shops thereby discouraging extended use
WE -cycle kiosks will direct users to bike shops for information and for all those seeking to:
o Rent a recreational bicycle for excursions such as to the Woody Creek Tavern,
Maroon Bells, North Star Preserver or the Rio Grande Trail
o Purchase a bike
WE -cycle will enhance Aspen's cycling culture and thus benefit bike shops
• We anticipate generating national press adding biking to that for which Aspen is known
• Inspire many locals and visitors to purchase their own bicycles
• Provide Aspen bike shops with the opportunity to sell a wide range of cycling specific
accessories such as helmets, bags, baskets, gloves, clothing
WE -cycle is committed to the community. WE -cycle believes in protecting Aspen's small town character
while reducing our car -focused culture one pedal stroke at a time. We are eager to partner in making
transit oriented cycling as attractive and fun as recreational cycling, we look forward to your input.
With regards,
Mirte Mallory // Co-founder, WE -cycle Aspen // mirteCalwe-cvcle.org // 970.379.4194
B I K E S H O P S I G N A T U R E S
Aspen
We support WE -cycle Aspen and the concept of bringing
transit -oriented biking to Aspens
Ajax Bike & Sports
Aspen Bike Rentals
ee ebW
Aspen Velo
Fly Cyclery
Hub of Aspen
I
.1
Ute Gty Cycles
/J � y_
* WE -cycle has provided letters to the managers of Aspen Sports and Four Mountain Sports
and requested their support of the community bike sharing concept
r,
h 6: ke Re- l*� l� Ava'a �Yrti "ti
Sal l J C in J �'a n `^i',,.•.-K
SURVEY RESULTS - conducted during Community Bike Sharing
Demonstration: Aug. 12, 2010
• 100% o£71 survey respondents would like to see bike sharing in
Aspen
• Words chosen to describe bike sharing
Practical
72%
Makes Sense
65%
Efficient
56%
Fun
51%
Does not make sense
0%
Too complicated
00/.
• Anticipated use of bike sharing in Aspen
Errands
80%
Events
44%
Meals
35%
Meetings
32%
Work
21%
Part of commute
18%
Never
4%
• Survey respondents
• 58 % from Aspen
• 49%WorkinAspen
• 27%Visiting Aspen
• 15% Roaring Fork Valley Residents
• Transporation Usage
• 46% use bus system
• 32% never use alternative transportation
11
Weekly TV Show
Aspen VS Vail, Steamboat,
Breckinridge, ect
Ski Patrol Games
Barry Crook
From: JGordon pgordon@theranch.net]
Sent: Monday, December 20, 2010 5:20 PM
To: Barry Crook
Subject: mining aspen
am
I am John Gordon. I live on the Twin Lakes side, but lived in Aspen for 30 years and sat a board years ago
concerned with the downtown planning. I'm married to Jessica Benedict. Benedict is a recognizable name in
Aspen. Years ago, when Bob Maynard headed the Skico, I pitched an idea to him that might be helpful. If you
are interested, here it is:
Jessie and I were living in France and there was a TV show on weekly that involved the ski areas. I have an old
tape of it in the barn somewhere. If you find an interest here, I might be able to dig it out. Basically, one ski
town would challenge another. In Europe, it would be France against Italy one week and the Chezchs against
Sweden another. Germany. Austria, Switzerland, Luxembourg......... It was called "Juex sans frontier" (games
without borders). For Aspen, it could be Aspen vs Vail, Steamboat, Breck, Whistler, etc. on a weekly basis. It
took place at night, under lights. The bottom of Ajax might be a little steep, Buttermilk would be better. The
teams were 5-6 people, mixed, from the ski instructor cadre. There would be side by side obstacle courses
courses set up and each team would dress in a foam costume, like a tree, gingerbread house, peppermint stick
and negotiate the course for time. There were foam log rolling events, stacking of items, sledding events. It
was really quite entertaining, Not dangerous or fast and drew a huge crowd around the base of ski hill and on
TV all over Europe. Families would take their kids! People will fill the towns on those nights to see it like a
fireworks display. It wasn't a serious event like a downhill race, but rather a fun event because the contestants
were constantly falling over or flying through a snow pile. You would have to name it something else, but you
could easily steal the concept and own it. The talented minds at Anderson Ranch and the Theater community
could be enlisted to contribute the games. You have Disney and many other connections in the entertainment
business that could pitch in too. Imagine a 2 hour event, say 6-8 PM, mid -week for 8 weeks. It could be huge!
Another idea:
Jessie and I used to pull our antique bicycles out for the 4th of July parade. I have 70 of them (Pee Wee
Herman type bikes). I always looked for a way to juice up the parades. If you have ever seen one of those
mega generators on a trailer that the road construction guys use to supply power to projects and the rental
company probably has?......... Imagine a jeep pulling one with 100 extensions cords coming from it and you get
the house cleaners, maids, workforce to march in the parades holding a table lamp, a blender, a vacuum cleaner,
a fan, appliances and clicking them on and off., being proud of their professions, and taking their place as
important, celebrated, pieces of the community. Another is, imagine everyone carrying christmas tree
lights......... or the construction types turning on saws, drills, grinders, etc.
If you're interested ........... I can be emailed. ] gordonAtheranch.net
John C. Gordon, Twin Lakes
Email secured by Check Point
Winter Sports Casting Combine
1. Please explain your proposal. If it is an event --what is it, when will it be, where will it
take place, how many participants do you hope to draw, etc?
Also, please include your estimates of the number of participants, number of out-of-
town participants, number of people each participant will "bring with them" to town
to participate in the event and the number of room nights you expect your event to
produce.
Event Title: Winter Sports Casting Combine
Presented by: Sports Studio Casting
Proposed dates: March 26 — 27, 2011 or April 2 -3, 2011
Contact: Jody Feagan
Email: jody.feaaan@email.com
Phone: 970-456-6678
The Winter Sports Casting Combine is a casting event for athletes of all ages who are
interested in being in sports -related movies, television shows and/or commercials. Sport
Studio Casting, headed by professional sports coordinator, Mark Ellis,
(http://www.imdb.com/name/nml029259/) is the premier liaison between sports and
Hollywood. Ellis has cast, coordinated and directed hundreds of sports related productions in
such feature films as The Longest Yard, Miracle and We Are Marshall, television shows such
as the Emmy Award winning The Bronx is Burning, and scenes from Glee, to TV commercials
for Pepsi, Nike, Rebok and more. Sports Studio Casting is looking for talented athletes of all
ages available to be cast when a sports -specific role is needed. There is an ongoing demand to
find experienced athletes to realistically portray primary roles and extras in these
productions in a believable fashion.
Sports Studio Casting plans to hold a Winter Sports Casting Combine in Colorado in 2011. The
following is a proposal for Aspen to host the Winter Sports Casting Combine which invites
athletes from across Colorado to showcase their talent and ability in one of four winter
sports: skiing, snowboarding, hockey and figure skating, with an opportunity for the top
athletes in each of these categories to be a part of Sports Studios Casting elite database.
Based on previous casting events, we estimate the number of participants to be 500 -1,000
with the majority of the participants coming from elsewhere in the state. Because the
auditions will be for children in age groups 8 —12 and 13 — 17, as well as adults, it is
anticipated that most participants will bring with them at least one parent or friend to the
event and stay at least one night at a local hotel. Therefore, the estimated out-of-town
participants and parties traveling with them would be 750 —1,500 persons staying two days
and one night in Aspen. If those visitors spent an average of $100 a person, revenues for the
tourist traffic would generate $75,000 - $150,000 for the two-day period.
2. How would your proposal increase visitation? Enhance the visitor's experience in
Aspen? Showcase Aspen to the outside world? Help local business?
The Winter Sports Casting Combine would bring hundreds of kids and adults to Aspen for the
opportunity to be cast in television and/or film. Aspen would be seen as a connection to
Hollywood by hosting the casting event. Local businesses would benefit from the additional
people in town staying at hotels, eating at local restaurants and shopping at Aspen stores.
The Casting Combine will bring families and new visitors to Aspen, those who live in Colorado
but ski or snowboard elsewhere.
In addition to the tryouts, the Casting Combine will feature actors and professional athletes
who have worked with Mark Ellis on various projects. The celebrities will be on hand to sign
autographs and answer questions. Vendor booths and product demonstrations will also be
prominent during the event, providing entertainment and information to participants and
their families.
3. What is your marketing approach? Outline what kind of media exposure you
anticipate to generate and how.
Our marketing approach is to begin a comprehensive media campaign six weeks prior to the
event utilizing radio, print media and social media in Denver, Aspen, Vail, Steamboat Springs,
Boulder, Grand Junction and Fort Collins. Mark Ellis will be available for interviews and a
representative from Sports Studio will do onsite visits to schools, ski and snowboarding clubs,
hockey and figure skating associations throughout Colorado to promote the event.
4. What is the total budget for your event/idea? (Revenue by source, expenditures by
use -- please present in a proforma format.) How much City money are you seeking?
What will the City money be used for? How soon do you need it?
The total budget for the Casting Combine is $36,650 (see below). We are seeking $12,400
from the City of Aspen to be used for advertising costs and airfare for Sports Studio Casting
crew and celebrities. The money from the city will be needed by February 15, 2011, when
advertising placement needs to be made along with travel arrangements for the crew.
Budget for Winter Sports Casting Combine
Advertising
$10,000
Airfare (6 Round trips)
$
3,200
Hotel Accommodations
$
2,000
Per Diem
$
500
Sports Coordinator (Mark Ellis)
$
2,500
Producer (Jody Feagan)
$
2,500
Casting Coordinator (Jessi Moore)
$
1,500
Production Staff (2)
$
2,000
On -Site Coordinator
$
1,000
Local Staff (4)
$
2,000
Celebrity Fee
$
5,000
Rentals (tents, tables, etc.)
$
2,500
Insurance
$
750
Car Rentals
$
300
Craft Services
$
500
Ice Garden or ARC
$
0
Access to ski mountain
$
0
TOTAL
$36,650
5. Are you proposing to manage/shepherd the creation of this event or idea, or do you
intend for someone else to do it? What is your "stake" in making this happen?
generate and how.
Sports Studio Casting will manage the event. Jody Feagan, producer, will oversee the
organizing, promoting and managing of the event. Mark Ellis will be in charge of the auditions
of athletes along with his staff of casting directors and assistants. Locals will be hired to assist
with each of the four athletic events.
6. Is your event a "for profit" event or a "not for profit" event or concept? What happens
if the event or idea is not successful and doesn't recoup the money your budget
assumes it will make? Who bears the risk of failure? Who reaps the reward of being
more successful than you anticipate?
Sports Studio Casting is a for profit business. The Casting Combine is intended to connect top
skiers, snowboarders, hockey players and figure skaters with Sport Studio Casting, so in the
event of a movie, television or commercial where an athlete of this nature is needed, Sports
Studio Casting will have that athlete in their database to cast. A fee of $25 will be charged to
each participant to compete. Sports Studio Casting will bear the risk of failure and would also
reap the reward of being more successful than anticipated.
7. What do you want/need from others in order to make your idea/event happen and
make it successful? Have you had discussions yet about partnerships/help? If you are
the event organizer, please indicate your experience in producing events of this type
and describe how successful those events have been.
Sports Studio Casting will need access to either the Ice Garden or ARC skating rink and a
designated ski and snowboard area with terrain park where the competitions will be held. In
addition, a discounted lift ticket will need to be made available for those participating in the
ski and snowboard competitions. We will seek corporate sponsorship for the event and sell
tables in the vendor tent at the ski mountain and vendor tables at the ice rinks. Mark Ellis has
held sports casting events for over 40 film and television projects. Jody Feagan founded and
directed an international writing conference and has her own production company which has
produced events, plays and workshops for the past 8 years.
8. If your event or concept is intended to "live beyond a year," what plans do you have
to create long-standing sponsorships so that the City stimulus money is not required
every year to keep it going?
Sports Studio Casting continually updates its databases and searches for new talent. In
addition, other events could be tied to the Casting Combine such as a winter sports film
festival. The Winter Sports Casting Combines could continue each year and even expand to
include other sports such as football, lacrosse, basketball, baseball, soccer and cheerleading
at another time of the year.
To see a short sizzle reel of movie highlights cast and coordinated by Sports Studio, go to the
following link: http://vimeo.com/12253219
THE CITY OF ASPEN
MEMORANDUM
TO: Mayor and City Council
FROM: Chris Everson, Affordable Housing Project Manager
THRU: Barry Crook, Assistant City Manager
DATE OF MEMO: February 25, 2011
MEETING DATE: March 1, 2011
RE: Update and Request for Direction Regarding Affordable Housing
Pre -Planning at 802 West Main Street and 517 Park Circle
REQUEST OF COUNCIL: Update and Request for Direction
BACKGROUND: In 2007 and 2008, the City of Aspen utilized funds in the 150 Housing
Development Fund for the purchase of a number of land banking parcels for the purpose of
future development of affordable workforce housing. Among the lots purchased were 802 West
Main Street and 517 Park Circle. The purchase price of 802 West Main Street was $3,690,000,
and the purchase price of 517 Park Circle was $4,105,000.
At the request of City Council, staff released an RFQ on June 12, 2009 which solicited interested
developers for an affordable housing public private partnership (PPP) to be created for the
development and operation of affordable housing at 802 West Main Street and 517 Park Circle.
The RFQ asked developers for a description of their vision for affordable housing at 802 West
Main Street and 517 Park Circle and to include drawings, sketches and renderings for their
concepts. Developers were asked to submit concepts that would seek to minimize public
subsidies beyond the cost of the land that the City had already invested.
Responses to the RFQ were received from 12 development teams including:
I . Team of Theodore K Guy Associates, Bluegreen and RA Nelson
2. Coburn Development Inc.
3. Team of Van Meter Williams, The Life Foundation and Merchant Capital
4. The Stevens Group Inc. / Roaring Fork Community Development Corporation
5. Team of Charles Cunniffe Architects and Peak Properties
6. Bald Mountain Development
7. Meridan Capital Group III Inc.
8. Team of Perry Rose, Studio B Architects and Fenton Constriction
9. Meritage Development Group
10. Team of Poss Architecture + Planning, John Olson Builder Inc. and DHM Design
11. CMC Group Inc.
12. Medici Communities Inc. and Archdiocesan Housing Inc.
Page 1 of 4
THE CITY OF ASPEN
The City assembled an evaluation committee consisting of the following individuals:
❖ Barry Crook - City of Aspen, Assistant City Manager
❖ Jennifer Phelan - City of Aspen, Deputy Director of Planning
❖ Scott Miller - City of Aspen, Director of Capital Asset
❖ Ashley Ernemann - City of Aspen, Assistant Director of Finance
❖ Chris Everson - City of Aspen, Affordable Housing Project Manager
❖ Cindy Tucker -Davis & Kai Ramsey — APCHA Property Management
❖ Phylis Mattice - Pitkin County, Director of Internal Services
❖ Rustin Gudim - Housing Authority Board
The committee performed a rigorous evaluation of the RFQ responses focused on developer
qualifications, project approach and financing. Based on these evaluations, the review committee
selected the following developers/teams for interviews:
I . Team of Theodore K Guy Associates, Bluegreen and RA Nelson
2. Coburn Development Inc.
3. Team of Van Meter Williams, The Life Foundation and Merchant Capital
4. The Stevens Group Inc. / Roaring Fork Community Development Corporation
5. Team of Charles Cunniffe Architects and Peak Properties
Interviews were held on October 29, 2009. Based on the interviews, the committee agreed to
recommend to City Council that the following three developer teams should receive an RFP:
1. Team of Theodore K Guy Associates, Bluegreen and RA Nelson
2. Coburn Development Inc.
3. Team of Van Meter Williams, The Life Foundation and Merchant Capital
Although the RFQ was open-ended as to the type of housing that was to be envisioned, the RFQ
responses that were deemed most viable all happened to be rental housing projects. In general,
this seemed to work best for minimizing subsidies due to the financing options available for rental
housing as opposed to for -sale housing. The evaluation committee generally deemed that rental
housing is an important area of need and may be appropriate for these two sites. In a City
Council work session on November 16, 2009, Aspen City Council agreed with the evaluation
committee's conclusions and directed staff to create and issue an RFP to the selected three
developer teams.
The RFP was issued on May 21, 2010 and requested proposals for design, build, finance, operate,
maintain and transfer public private partnerships for affordable housing at 802 West Main Street
and 517 Park Circle. The RFP asked developers to build on the information provided for the
RFQ and deliver a detailed proposal. The RFP also stated that the City expects the developer
selected to have proposed a PPP stricture that requires little or no up -front subsidy from the
City, above and beyond the provision of the land, with a limited to no annual subsidy from the
City. Proposals were received on July 16, 2010. The City's evaluation committee for the
proposals consisted of the following participants:
❖ Peter Louras, Citizen Volunteer
Page 2 of 4
THE CITY OF ASPEN
❖ Adam Frisch, Citizen Volunteer
❖ Cindy Christiansen, APCHA, Operations Manager
❖ Barry Crook, CoA, Assistant City Manager
❖ Scott Miller, CoA, Director of Capital Asset
❖ Tricia Aragon, CoA, City Engineer
❖ Jennifer Phelan, CoA, Deputy Director of Planning
❖ Ashley Ernemann, CoA, Deputy Director of Finance
❖ Rodger Hara, Community Builders Real Estate, Affordable Housing Finance Consultant
❖ Rob Taylor, Rider Levett Bucknall, Owner's Agent Consultant
The proposal evaluation committee conducted rigorous evaluations of the proposals and
developed further questions for each of the developers which were issued on September 1, 2010,
and answers to those questions were submitted by all three developers/teams on September 17,
2010. The committee concluded that only the team of Theodore K Guy Associates, Bluegreen
and RA Nelson had submitted a viable financing plan considering current economic conditions.
The recommended financing program involves the use of the HUD Section 221(d)(3) mortgage
insurance program as a credit enhancement facility for bank qualified tax-exempt Section
501(c)(3) bonds that may be issued by the City or other authorized issuer on behalf of a new
Section 501(c)(3) non-profit corporation to be created by the City or by the Aspen/Pitkin County
Housing Authority.
All of the designs received were of very high quality with appropriate rental housing proposed,
but none of the designs included adequate on -site parking. The evaluation committee participated
in a design review with Theodore Guy's team on December 9, 2010 and became comfortable that
the designs proposed could be modified to incorporate 1:1 parking on site. Given that the
developments are proposed as 80% studio units and 20% one -bedroom units, the committee
concluded that one parking space per unit on site may be appropriate for these neighborhoods.
DISCUSSION:
None of the PPP proposals received included the full range of services that the City had
originally envisioned. The RFP had been created for the City to contract for a "one -stop -shop"
development PPP with a long-term partnership for the design, constriction, operation,
maintenance and potentially the future transfer of the developed improvements back to the
ownership of the City. Instead the proposals generally offered a design -build approach with an
option for either APCHA or a private contractor to manage the operations.
Given that Theodore Guy's team proposed a viable financing approach and that the designs
provided by Mr. Guy's team can be modified to incorporate 1:1 parking on site, the evaluation
committee unanimously recommends that the architecture firm of Theodore K Guy Associates be
hired by the City to complete the necessary design modifications that will bring the design to the
completion of the conceptualization level. As part of that process, a conceptual development
budget based on the completed conceptual design should also be created. This will also give the
City the opportunity to further study the proposed financing mechanism and will allow the City
time to evaluate project delivery models that be used to carry the development forward in the
future. During that time, and since the unit sizes can be standardized and thus not be affected by
Page 3 of 4
THE CITY OF ASPEN
any potential unit category decisions, the City may also study the subsidy opportunities for
various rental category scenarios.
In addition to the recommended action, the evaluation committee also considered two
alternatives. The first alternative considered was to hire the architecture firm of Theodore K Guy
Associates to bring the design to the Criteria Design level which would require additional work
including a community outreach program, market study, survey and geotechnical reports and the
creation of a development estimate based on completed criteria design level drawings. The
committee concluded that the Criteria Design level alternative may take the project too far
without a firm project delivery model in place for the continued development process. The final
alternative considered was that the City could choose to take no further action at this time.
Budget estimates for the alternatives described are included below.
FINANCIAL/BUDGET IMPACTS:
Description
Co ncepthualliizaflo n Design
Criteria Des]gn
No IFurther Artiio�n
IFhuh7ddha;g E5tdhnate
$501,10001
$1501,10001
01
Project EKpo3ndiltures to Date:"
$20,000
$20,000
$20,000
210,11 Ri dget
5,0001,100010,
$5,0001,1000001
5,0001,10000
RernaWng.2011 Budget et Balance
43 N'00'g'
$3,301000
$490,0001
Not dhicki ddha;g; land phuFchme5
ENVIRONMENTAL IMPACTS: Environmental impacts for these infill sites would be further
evaluated throughout the design process. The conceptualization to date includes a responsible
approach to the design and development of the proposed affordable housing with the potential
for the use of LEED gold or platinum design standards as well as other self-imposed,
environmentally -conscious design elements and high standards of the Aspen community — while
at the same time considering prioritization of investments in environmental efforts to achieve the
most benefit for the community.
RECOMMENDED ACTION: Staff requests approval of the recommended action
CITY MANAGER COMMENTS:
ATTACHMENTS:
A) PowerPoint Presentation dated March 1, 2011
Page 4 of 4
Update on Affordable Housing
Pre -Planning at City -Owned
Land -Banking Sites
802 West Main Street &
517 Park Circle
Aspen City Council Work Session
March 7, 2011
Agenda:
➢ RFQ Process Review
v RFP Process Update
➢ Current Status
➢ Recommendations& Alternatives
➢ Design & Financial Model Exhibits
RFQ Process Review:
➢ RFQ issued June 12, 2009
➢ PPP for Affordable Housing
➢ "Vision" for affordable housing at the two sites
➢ Minimize additional public subsidies
➢ 12 responses
➢ 3 finalists recommended for RFP
➢ All 3 finalists were rental housing models
➢ On November 16, 2009, Aspen City Council agreed with the
recommendation of 3 finalists recommended for RFP
RFP Process Update:
➢ RFP issued May 21, 2010
➢ PPP for Affordable Housing
➢ Build on the information in the RFQ
➢ The intention was to solicit a "one -stop -shop" proposal
➢ Proposals generally offered a design -build approach with an
option for either APCHA or a private contractor to manage the
operations
➢ Only 1 financial model was deemed feasible
➢ Excellent quality and appropriate designs, but all under -parked
Current Status:
➢ Continuing to work with TKGA Architecture on further review of:
✓ HUD 221(d)(3) financial model
✓ Design modifications that could meet the City's needs
➢ Opportunity to work on separate tracks
✓ Design
✓ Financial model
➢ Less of a PPP model than was anticipated
➢ Consider delivery model for the development
➢ Good results to date: $20,000 has yielded a potential financial
model and an 80% complete conceptual design
Recommendations & Alternatives:
Evaluation Committee Unanimous Recommendation:
❖ Conceptualization Design
•'• Hire TKGA to take the designs that have been further developed from
the proposal by TKGA and bring them to a level of completed
conceptual design
❖ Create a conceptual budget estimate from the completed conceptual
design
❖ Study subsidy opportunities at various rental category scenarios
•'• Determine if the City can pursue the HUD 221(d)(3) financial model on
its own or if outside help is needed (or other financing alternatives)
❖ $50,000 funding estimate (2011 budget = $500,000)
Recommendations & Alternatives:
Alternative 1:
❖ Criteria Design Option including:
❖ Community Outreach
❖ Market Study
❖ Hire TKGA to bring architectural design to the SD level
❖ Create a project cost estimate based on completed schematic design
❖ Survey & Geotechnical Report
❖ Study subsidy opportunities at various rental category scenarios
❖ Determine if the City can pursue the HUD 221(d)(3) financial model on
its own or if outside help is needed (or other alternatives)
❖ $150,000 funding estimate (2011 budget = $500,000)
Alternative 2:
Do nothinq. $0 fundinq required.
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$2,600,000
$2,500,000
$2,400,000
(D
$2,300,000
i
,)
$2,200,000
$2,100,000
CO
i
$2,000,000
$1,900,000
$1,800,000
V)
$1,700,000
z
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0
$1,600,000
0
$1,500,000
10—aj
ru
$1,400,000
$1,300,000
V)
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$1.,200,000
C
,-z
$1,100,000
co
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$1,000,000
W
$900,000
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$800,000
E31
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$700,000
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$600,000
_
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$500,000
L
W
00
$400,000
$300,000
$200,000
$100,000
* ABOVE LAND COSTS
Land Cost ($2008):
Conceptual Development Budget
Owner's Contingency (10°!)
Est. Approximate Loan Amount:
Est. Additional Subsidy
Est. Subsidy per Unit without Land:
7 X Cat 2 Studio
7 X Cat 2 Studio
7 X Cat 2 Studio
20 X Cat 4 Studio
20 X Cat 3 Studio
11
20 X Cat 3 Studio
1
7 X Cat 4113ed
7 X Cat 4113ed
7 X Cat 3 113ed
RENTAL UNIT
CATEGORY
SCENARIOS
$7,795,000
$7,795,000
$7,795,000
$6,000,000
$6,000,000
$6,000,000
$600,000
$600,000
$600,000
5,720,424
$4,471,190
$4,011,987
$879,576
$2,128,810
$2,588,013
925.870
S62.612
576.118
Est. Total Subsidy per Unit Inc. Land:
$255,135
$291,877
$305,383
Est. Net Operating Income:
$415,530
$324,786
$291,430
Est. Annual Debt Service:
$373,977
$292,307
$262,287
Est. Annual Cash Flow (1.11 DSCR):
$41,553
$32,479
$29,143
ALTHOUGH NOT ASSUMED HERE, POSITIVE CASH FLOWS MAY REDUCE SUBSIDIES OVER TIME.
CONCEPTUAL BUDGET ONLY. SUBJECT TO CHANGE DUE TO INCOMPLETE CONCEPT DESIGN.
SPECIAL MEETING CALLED FOR EXECUTIVE SESSION
Date March 1, 2011
Councilmembers present:
❑
Mick Ireland
❑
Steve Skadron
Torre
❑
Derek Johnson
"Z
Call to order at: t{� S m.
Councilmembers not present:
❑
Mick Ireland
❑
Steve Skadron
Tlu,aii Dom_
❑
Torre
❑
Derek Johnson
H. Motion to go into executive session by � �Q ; seconded by-- J"
Other persons present: '
AGAINST:
FOR:
❑ Mick Ireland
❑ Steve Skadron
❑ Torre
❑ Derek Johnson
❑ Mick Ireland
❑ Steve Skadron
Torre
❑ Derek Johnson
III. MOTION TO CONVENE EXECUTIVE SESSION FOR THE PURPOSE OF DISCUSSION OF:
C.R.s. 24-6-402(4)
(a) The purchase, acquisition, lease, transfer, or sale of any real, personal, or other property interest
(b) Conferences with an attorney for the local public body for the purposes of receiving legal advice on specific legal
questions.
(c) Matters required to be kept confidential by federal or state law or rules and regulations.
(d) Specialized details of security arrangements or investigations, including defenses against terrorism, both domestic
and foreign, and including where disclosure of the matters discussed might reveal information that could be used for the
purpose of committing, or avoiding prosecution for, a violation of the law;
(e) Determining positions relative to matters that may be subject to negotiations; developing strategy for negotiations;
and instructing negotiators;
(f) (I) Personnel matters except if the employee who is the subject of the session has requested an open meeting, or if
the personnel matter involves more than one employee, all of the employees have requested an open meeting.
IV. ATTESTATION:
The undersigned attorney, representing the Council and being present at the executive session, attests that the
subject of the unrecorded portions of the session constituted confidential attorney-clien mmumc
The undersigned chair of the .
g e executive session attests that the discussions m this exe h sess' n we invited
to the topic(s) described in Section III, above.
Adjourned at: S ��