Special Event Partnership Funding Program
The Reno-Sparks Convention and Visitors Authority (RSCVA) offers special events the opportunity to apply for our Partnership Funding program. We are now accepting Partnership Funding applications for events that will occur in 2012. Applications are accepted once per year, in the Fall.
A. ELIGIBILITY GUIDELINES AND PROGRAM GOALS
Special Events, eligible for partnership funding, are defined as follows:
An organized event that generates overnight visitors for two or more Washoe County lodging properties, as well as out-of-area marketing exposure, and is of interest to the general public. Historically these events have included, but are not limited to: fairs, festivals, community events and certain sporting events. Qualified events must reinforce the RSCVA’s “Far From Expected” branding message, provide the RSCVA with a sustainable and appealing destination message, and attract overnight visitors.
The RSCVA reserves the right to determine if your event qualifies to apply for partnership funding. Please consult with the Special Events & Marketing Manager prior to starting the application process. The RSCVA should not be the sole revenue source for your event and events should not request partnership funding totaling more than 25% of their overall event budget. In lieu of providing funding, the RSCVA may choose to provide in-kind assistance in the form of public relations, marketing, destination advertising or special promotions instead.
The RSCVA is funded by room taxes which are paid by visitors when they stay in a transient rental facility in Washoe County. Therefore, partnership funding is earmarked for events that have a history of attracting overnight visitors, or the significant potential to attract overnight visitors, to the area. The event must take place in Washoe County. If an event occurs outside of Washoe County, it must be able to generate significant room nights in Washoe County and verify that Washoe County lodging properties will be the primary bed base.
The RSCVA’s mission as it relates to the special event partnership funding program is:
- To generate new incremental room nights at desirable hotel rates for Washoe County lodging properties.
- To create positive awareness and motivate travelers to visit Reno Tahoe through out-of-market advertising.
- To increase repeat visitation. Visitors who come to the destination for an event and have an enjoyable experience are more likely to return to Reno Tahoe at another time.
- To assist with destination branding, Reno Tahoe USA - Far From Expected.
Before submitting a partnership funding request, please consider the following statements. If you answer “No” to any of them, your event may not fulfill the goals of the partnership funding program. However, answering “Yes” to all does not guarantee partnership funding.
- Your event actively promotes to out-of-market, overnight visitors and is not predominantly an event for the local community.
- Your event is not fundamentally a conference or meeting.
- The RSCVA is not your sole/primary revenue source. Your event will occur regardless of whether RSCVA partnership funding is received, or the amount of funds that may be awarded.
- Your partnership funding request does not exceed 25% of your overall event budget.
- Your event is/will occur annually in the destination. It is not planned to be held one-time only.
- Your event is open to the public and does not require the public to purchase a membership, conference registration or pay annual dues. Spectator ticket charges are acceptable for gated events.
- Partnerships of some form (sponsorship, room block, venue location) will be secured with at least two Washoe County lodging properties.
B. SUBMITTAL INSTRUCTIONS
Special event producers who are interested in applying for RSCVA partnership funding are required to complete the following two-step application process. Any applicant failing to complete BOTH steps, or are missing any of the required sections, will not be considered. If your 2011 event occurs near or after the November 1, 2011 application deadline, you can submit information from the 2010 event in lieu of 2011 information, where applicable.
1) Complete and submit the online application form by 5:00pm on November 1, 2011 (which can be found at http://www.visitrenotahoe.com/about-us/marketing/special-events/application).
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2) Submit your supporting information that required with your online application. The needed documents are summarized below in Section G: “Supporting Documents Required with Event Application.” Your partnership funding application will not be considered unless ALL of the items in Section G are received by the final deadline of 5:00pm on November 1, 2011.
Early Submittal Option: If you would like your application reviewed by RSCVA staff to make sure that it follows the prerequisites for special event partnership funding, you MUST submit your application by the early deadline of 5:00pm on Friday, October 7, 2011. Staff will then review your application and provide feedback about missing or incomplete sections.
Final Deadline: If you do not desire advance review, thefinal deadline for submission of applications and supporting documents is 5:00pm on Tuesday, November 1, 2011.
It is the responsibility of the applicant to confirm with the RSCVA Special Events & Marketing Manager that their online application and supporting documents are complete and have been received by the deadline. Application packets (including supporting documents) to be submitted in electronic or hard copy to: Nina Maestas Special Events & Marketing Manager RSCVA 4001 South Virginia Street, Suite “G” Reno, NV 89502-6019 Office: 775-827-7721 Fax: 775.827.7781 nmaestas@rscva.com If you have any questions regarding submittal rules or requirements, please contact Nina Maestas. |
C. APPLICATION DEFINITIONS
Please observe the following definitions when submitting your partnership funding application.
Out-of-Market is defined as more than a 100-mile radius from Reno.
In-Market is defined as being within a 100-mile radius from Reno. Communities include, but are not limited to: Reno, Sparks, Lake Tahoe basin, Carson City, Fallon, Fernley, and Minden/Gardnerville.
Daily attendance is defined as the number of unique individuals that attended your event on each given day. Individuals should only be counted one time per day, regardless if they attended multiple performances or venue locations on a given day.
Total attendance is the compilation of daily attendance.
D. FUNDING TIMELINE
Early Application Deadline: Friday, October 7, 2011, 5:00pm
Final Application Deadline: Tuesday, November 1, 2011, 5:00pm
Independent Panel Review of Applications: November 2011
RSCVA Marketing & Sales Committee Meeting: January 9, 2012
Final Application Deadline: Tuesday, November 1, 2011, 5:00pm
Independent Panel Review of Applications: November 2011
RSCVA Marketing & Sales Committee Meeting: January 9, 2012
RSCVA Board of Directors Meeting: January 26, 2012
Contracts Prepared: early 2012
If partnership funding is approved, the applicant will be required to sign an RSCVA contract agreeing to the terms and conditions of the partnership, and issue a general liability insurance policy naming the RSCVA as additional insured.
Partnership funds will be disbursed in two installments. A partial payment of 50% will be made prior to the event, after receipt of the signed agreement, confirmation of event’s marketing plan and hotel partnerships, and receipt of insurance certificate. The remaining 50% payment will be made following the event’s conclusion, subject to completion of contractual agreements, amenities and a post-event report to the RSCVA.
E. APPLICATION EVALUATION CRITERIA
Each partnership funding application will be reviewed by RSCVA staff to ensure that all required materials have been supplied. Failure to provide the required materials by the application deadline will result in disqualification. Following staff review, the applications will be evaluated by a confidential independent panel representing stakeholders and event experts from the community.
Individual panel members will score each application, and then an average score of all panelists will be calculated. Applicants will then be ranked against other events in their respective category (Emerging, Established, and Legacy); events will not be ranked against events in other categories. The panel will make partnership funding award recommendations subject to: the event’s scores, the event’s comparative ranking against other events in their category, and the amount of funding available in each category. Submitting an application does not guarantee partnership funding will be awarded. Events are expected to meet a minimum threshold score in order to be awarded funds.
Emerging Event: An event that is in its first five years of existence (in or out of the destination). This includes new events that are off-shoots of existing events, but slated to occur separately and at a different time of year from the original event.
Existing Event: An event that has been in existence for more than five years (in or out of the destination). This includes events that have been produced in other destinations for more than five years and are being brought to Reno for the first time.
Legacy Event: An event that has been in existence in the destination for more than 10 years, generates an estimated 5,000 room nights or garners at least $250,000 in quantifiable out-of-area marketing exposure.
RSCVA partnership funding is intended to support events that generate Washoe County room nights and marketing visibility to increase destination awareness and propensity to visit Reno Tahoe. Given the goal of generating room-nights and maximizing opportunities for destination awareness, the funding panel will consider the following when evaluating and scoring the applications:
- Out of market exposure that event generates, support of Reno Tahoe USA branding, event's marketing plan to attract overnight visitors (advertising, PR, newletters, eblasts, etc)
- Whether event receives nationally broadcast TV, cable or webcast coverage
- Partnership funding amenities available to RSCVA (commercial time, ads, etc.)
- Attendance
- Room night estimates
- Hotel partnerships
- Timing of event dates
- Professional, turn key management
- Evaluation of financial stability of event
- If an RSCVA facility is utilized
F. PARTNERSHIP FUNDING AMENITIES TO RSCVA
The RSCVA views the partnership funding similar to a sponsorship and requests amenities similar in value the partnership funding award that is recommended by the panel. Greater consideration will be given to sponsorship amenities that support efforts to increase destination awareness, provide marketing/sales opportunities, and reinforce Reno Tahoe USA branding.
Your partnership funding application should include a menu of possible sponsorship amenities available and the corresponding value of each amenity. If a retail value is not available or is subjective, please indicate. Provide as much detail as possible about each amenity. The sponsorship amenities will be reviewed by the independent panel and will be an important factor when scoring an applicant and determining award amounts. We recognize that available sponsorship amenities will vary with each event and the amenities ultimately received will be contingent on the partnership funding that is awarded. If there are unique opportunities within your special event that are not mentioned below, please include them in your application. Examples of sponsorship amenities that help the RSCVA to market the destination include, but are not limited to:
- RSCVA commercial inventory on television broadcast or webcast
- Opportunity for destination exposure via destination vignettes, interviews, on-air announcements of Reno Tahoe USA branding messages during television broadcast or webcast
- Inclusion of RSCVA logo in event’s out-of-market advertising, direct mail, emails or newsletters
- Banner advertisement on special event’s website and/or webcast URL
- Event tickets (for RSCVA contest giveaways on VisitRenoTahoe.com to help promote event)
- Opportunity to interact with out-of-market media that are scheduled to attend event
- Exhibit booth at the event (to promote the destination and other upcoming special events to spectators)
- Daily PA announcements during the event (branding PAs will be provided by the RSCVA)
- Program ad
- Banner placement during event
- Distribution of RSCVA destination brochures at out-of-market shows that your event staff may attend, or at out-of- market business locations
All events that receive partnership funding with the RSCVA will be expected to provide the following:
- Hyperlink from special event’s website to RSCVA website
- Ability for the RSCVA to utilize the event logo and photos in marketing and promotion
The recipient of partnership funds or in-kind services shall provide the RSCVA recognition as a sponsor in exchange for the funds or in-kind services in a method consistent with other sponsors. The recognition for partnership funds or in-kind services shall not be less than that provided to other sponsors who have contributed the same total financial or in-kind support.
G. SUPPORTING DOCUMENTS REQUIRED WITH YOUR ONLINE APPLICATION
YOU MUST SUBMIT THE FOLLOWING DOCUMENTS in addition to your online application. An event requesting $2,500 or less in partnership funding only needs to submit supporting documents 1-7, in addition to the online application. In addition, if an event would like public relations/advertising equivalency to be considered in their application, in lieu of out-of-marketing advertising budget, item 8 must also be provided.
1. Event Overview and Goals:
Provide a comprehensive description of your event, plans to grow your event, and any information that might be relevant when considering a partnership funding recommendation for your event. If you have economic impact statistics, or spectator demographics, please include them. This is your opportunity to “sell” the benefits of your event to the confidential impartial partnership funding panel.
2. 2011 Financial Statement (Event P&L):
2. 2011 Financial Statement (Event P&L):
Also known as a Profit & Loss statement, this document will show revenue received vs. total expenses resulting in an overall profit or loss for your 2011 event.
3. 2012 Event Budget:
3. 2012 Event Budget:
Estimate how much money will be needed to produce your upcoming event and how that money will be spent. Please include itemized revenue sources (ticket sales, sponsorship sales, alternate revenue streams), as well as expense line items.
4. 2012 Marketing, Advertising and Public Relations Plan:
This document should outline all marketing and communications planned for the event including budget. If there are major changes to your plan after the partnership funding award amount has been determined, the RSCVA reserves the right to adjust the partnership funding award accordingly. Information should include:
- Outline all marketing and communications plans for your event, including budget and goals. If you have marketing partners that will also promote your event and the Reno Tahoe USA destination, please include particulars
- Provide details about your social media and web marketing plan
- Illustrate how much of your budget will be spent out-of-market, and provide an itemized list of your planned media buys (include broadcast, print, outdoor, web, email blasts, collateral, etc.)
- Illustrate how much of your budget will be spent in-market, and provide an itemized list of your planned media buys (include broadcast, print, outdoor, web, email blasts, collateral, etc.)
- Detail what your communications/public relations plan is for the media and general public, both in-market and out-of-market
5. Estimated Room-Night Utilization and Partner hotels (2011 and 2012):
The RSCVA acknowledges the difficulty in substantiating room nights since visitors’ book through a variety of methods (internet specials, wholesale packages, OTAs and casino promotions) rather than established blocks. Therefore, applicants are being asked to provide a good faith estimate of room nights and how those estimates were derived. Back-up documentation from hotels verifying your room nights and room rates is not required. However, if you have available information that can corroborate your room night estimates, you are encouraged to provide them (such as partner hotel room block contracts or pick-up reports, research studies, onsite surveys, participant registration, etc.).
2011 Event: Provide your best estimate of room nights generated as a direct result of your 2011 event, as well as the hotel partners that likely received overnight visitors. Please differentiate your room night estimates by comp rooms and paid rooms. Grossly inflated estimates could result in the reduction or elimination of partnership funding awards.
2012 Event: Provide a good faith estimate of the projected room nights that could be generated as a direct result of your 2012 event and how you arrived at that estimate. Identify anticipated room nights by paid rooms versus comp rooms.
If you are a first-time event in which historical data does not exist, simply provide an estimate of anticipated room nights for your 2012 event and how you arrived at that estimate. If room night information is available from a related event in another destination, you are encouraged to provide this information.
6. Event Attendance:
Event attendance will be an important consideration for the independent panel when determining partnership funding awards. “Critical mass” is a significant attribute of special events because it brings excitement and activity to the destination.
Event attendance will be an important consideration for the independent panel when determining partnership funding awards. “Critical mass” is a significant attribute of special events because it brings excitement and activity to the destination.
2011 Actuals: Provide total attendance (spectators, competitors, performers and staff) for your 2011 event, as well as the methodology of measurement (gate receipts, exit surveys, research data). If multiple performances or event venues take place on any given day in which a unique attendee could be counted multiple times, identify the average number of performances attended by individuals. Your attendance figures should be categorized by out-of-market visitors versus locals.
2012 Estimates: Provide your best estimate of the projected attendance for the 2012 event; figures should be categorized by overnight visitors versus locals.
If you are a first-time event in which historical data does not exist, provide an estimate of anticipated attendance for your 2012 event. If attendance information is available from related events in other destinations, please include.
7. Partnership Funding Amenities Available to the RSCVA:
This document should include an itemized menu of possible sponsorship amenities that the RSCVA could receive and their corresponding retail value. If a retail value is not available or is subjective, please indicate. We recognize that opportunities will vary with each event and would be contingent on the partnership funding awarded. Please refer to the Section F for more details as well as amenity suggestions. Greater consideration will be given to sponsorship amenities that support efforts to increase destination awareness, provide marketing/sales opportunities, and reinforce Reno Tahoe USA branding. If interaction with out-of-market media representatives is listed as an amenity, please provide specifics on the opportunities available (when, where, who), as well as details about the media outlets that are typically represented.
8. Previous Year’s Out-of-Market PR Equivalency (only required if you are requesting consideration of public relations equivalency in lieu of out-of-marketing advertising budget):
Provide a summary of PR valuation (or equivalency report) determined by standard industry practices. The valuation report can be provided by a third-party source or internal valuation that includes rate-cards and back-up documentation. The PR equivalency report should be separated by in-market and out-of-market; do not combine them in your report. PR clips are not required.
9. Event Staff/Board of Directors’ Listing (only required if you are requesting $2,500 or more in partnership funding):
Provide a list of your Board of Directors and executive staff members.
10. Previous Year’s List of Event’s Top Five Sponsors (only required if you are requesting $2,500 or more in partnership funding):
This sponsorship overview should list your top 5 sponsors for the 2011 event. Also include the top 5 targeted sponsors for your 2012 event.
11. Optional Media Presentation:
Event producers do not receive an opportunity to appear in front of the confidential funding panel, therefore, you are encouraged to submit a multi-media presentation (not to exceed 5 minutes in length) so that panel members can gain a better understanding of the event and its prospective impact on the destination. This is especially encouraged for newer events or events that may not be well-known.
Events are encouraged to provide YouTube or website links with their applications so that panel members can familiarize themselves with the event applicants in advance of the panel meeting.
