Town of Jackson Centennial Celebration. Request for Funding

Town of Jackson Centennial Celebration Request for Funding Town of Jackson Centennial Celebration Kickoff Event Name: Town of Jackson Centennial Ce...
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Town of Jackson Centennial Celebration Request for Funding

Town of Jackson Centennial Celebration Kickoff Event Name:

Town of Jackson Centennial Celebration Kickoff

Date:

Various Winter months at high times & throughout Spring Official kickoff in February 2014 at WinterFest

Amount Requested:

$20,000

Event Applicant:

Town of Jackson Centennial Commission Chairman of Commission: Ed Liebzeit Monetary Agent: Jackson Hole Chamber of Commerce (JHCC) CEO/President: Jeff Golightly Contact: Maureen Murphy, Director of Special Events PO Box 550; 112 Center Street; Jackson, WY 83001 (307) 733-3316 x102/(541) 908-5314 (cell) [email protected] www.jacksonholechamber.com The JHCC was incorporated in 1946 The JHCC is a Not-For-Profit entity 501C-6

Partners:

Town of Jackson; Teton County; Jackson Hole Historical Society; Travel & Tourism Board; Cactus; potential for Grand Teton National Park, Yellowstone National Park, and the State of Wyoming.

Event Description:

The Town of Jackson turns 100 in 2014!! This is a big deal. There will be different time periods during the year 2014 that will highlight the Centennial Celebration. Funding is needed to create a logo/branding for the Centennial that will be featured in all Town approved events, as well as on many websites, calendars, and featured in marketing efforts by the Chamber of Commerce, and hopefully the Travel & Tourism Board. The Town of Jackson and the Chamber of Commerce will push out the Centennial Celebration logo to all members and encourage them to utilize this special year by sharing the logo on their websites. Highlighting the 100th anniversary of the Town proclamation is a priority for the Town of Jackson because of the additional tourism traffic it could gain. The historical aspect of Jackson Hole has many attributes that will appeal to a different kind of traveler. There will be as much visibility as possible, as we’ll be creating Town of Jackson Centennial light pole banners for each of the light poles in Town. Instead of having a variety of events, 2

beginning in February thru October, the only banners hanging will be the Centennial Celebration. Goals of Event:

The goal of marketing the Centennial year of the Town of Jackson is to increase the visitation amongst visitors who may look for a different kind of travel experience. To enhance the community character and sense of pride amongst businesses, residents, and the visitor. This request is for marketing the celebration for the entire year and not an activity that occurs on a single day or weekend. To assist the Town of Jackson with an event that is very important to their organization and this community.

People:

Participants: N/A Volunteers: Centennial Commission (see below) Event Staff: Chamber Staff; Town of Jackson Staff Spectators: The visitor that the Centennial Celebration is wanting to attract would be very similar to the Fall Arts Festival attendee, as well as the visitor that Cactus tries to attract.

Economic Impact/ROI: The potential impact on the community could be similar to the Fall Arts Festival spread out over a larger period. The average attendee for the FAF is an affluent professional or retired baby boomer who arrives in Jackson, stays 3-4 nights, stays in high end hotels, and spends in restaurants, galleries, and retail stores. The first group of visitors, the Centennial Celebration wants to bring to Jackson are the Successful Professionals (aged 35-64) with income $150K+ who enjoy novelties but are redefining what travel luxury means. They want to connect to the people and the place. They also seek once in a lifetime experiences which include novelty, authenticity, and luxury. The second group is the Authentic Baby Boomers. They are of the age 48-64 with income over $75K. They want authentic experiences and want to be challenged by themselves and by the untested terrain. They want to end their days in the comfort of finer amenities. The impact could be huge for the community if these two groups travel here for the National Parks and history of Jackson. The Centennial celebrates all that Jackson was and is. Long Term Growth:

This is a one-time event that will hopefully draw visitors that will return time and again. 3

Budget & Budget Notes: Date Funds needed:

March 2014

Budget:

Please see attached budget for complete list of income and expense.

% of Request in Total Budget: Request Breakdown:

~28% of Total Budget Requested 75% will go to national/regional advertising; 25% will be funding promotional collateral (including brochures, posters and banners)

Impact if no funding:

If no funding is received from the Lodging Tax Board, there will be a visible lack of advertising and branding.

Sponsorships:

Sponsorships & donations are anticipated and budgeted to be $40,000.

Funding Duration:

Single funding request

Measures of success: Lodging Occupancy Sales Tax Revenue – Impact on total year from 2014 Lodging Tax Revenue Town of Jackson Centennial Celebration (Tentative) Centennial Celebration

FYE 201314

Notes

Income Sponsors Total Promotional Total Other Gross Income

$40,000 $10,000 $0 $50,000

Expense Centennial Coin material costs Promo materials costs (banners, flags) Advertising (webpage & media buy) Design fee Gross Expenses Net Income Grants -Lodging Tax Total Grants

$15,000 $8,600 $40,000 $6,500 $70,100 ($20,100)

$20,000 $20,000

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Town of Jackson Centennial Celebration Media Plan The media plan is currently being scheduled and planned by the Town of Jackson Centennial Committee.

Town of Jackson Centennial Commission Chairman

Ed Liebzeit Maureen Murphy

JH Sotheby’s International Realty JH Chamber of Commerce

Jerry Blann Amy Golightly Clarene Law Brad Mead Carl Pelletier Terry Ray Steve Roberts Dick Scarlett Betty Terrill Jim Waldrop

JHMR JH News & Guide Town Square Inns Mead Ranch/Wyoming Whiskey Town of Jackson West Lives On Fine Art JH Historical Society & Museum Scarlett Capital Jackson Native The Wort Hotel

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