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EVENT SPONSORSHIP APPLICATION FORM
DATE(S) OF EVENT: ______November 13-15, 2017_____
NAME OF EVENT: _Sustainable Ag Expo__________________________________
EVENT LOCATION: __Madonna Expo Center__________________________
NAME OF ORGANIZATION: Central Coast Vineyard Team
ADDRESS OF ORGANIZATION:
_____5915 El Camino Real, Atascadero, CA 93422
WEBSITE URL: _______sustainableagexpo.org__________________________________________
NAME OF CONTACT PERSON: Kris Beal, Executive Director
TELEPHONE NUMBER: 466-2288
E-MAIL ADDRESS: kris@vineyardteam.org
TOTAL AMOUNT REQUESTED: $7500
PURPOSE OF SPONSORSHIP REQUEST (check all that apply):
In-County Event Advertising/ Promotion
XX Out-of-County Event Advertising/ Promotion
Event Logistics
Event Production
Event Staff Compensation
Other: ___________________________________________________________________
Please select the category that best represents your funding request:
XX Category One: An existing event in pursuit of expanding current marketing outreach to draw in new
attendees from outside San Luis Obispo County and bring tourists to the City of San Luis Obispo.
Category Two: An existing event offering “new” event components, features, or experiences.
Category Three: A new destination event applying for seed money to fund the event startup.
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Please complete the entire application, answering all requests for information.
1. Provide a brief description of your organization and its cause.
The Vineyard Team is a non-profit organization promoting sustainable vineyard practices since
1994. The organization represents 80K acres and over 300 members and conducts robust research
and education programs, in addition to farmworker outreach. The Vineyard Team is a trusted and
influential agricultural organization, interfacing with regulatory agencies, university, and
community.
2. Provide a brief description of your event.
The Sustainable Ag Expo historically was a two-day educational symposium plus complete trade
show highlighting goods and services supporting sustainable ag practices. The event attracts
agricultural vendors and decision makers from outside of SLO County and attracts high profile
speakers.
The 2016 event tested adding program content to a 3rd day, which was well received by attendees
and vendors. The 2017 will build upon this success and add a complete day of program, making it a
three-day event.
3. Provide a brief description of how/what the requested funds will be used?
$7500 for non-local advertising
4. Will your event be taking place within the City of San Luis Obispo?
Yes XX No ____
Venue Name: Madonna Inn Expo Center
Venue Location:
5. Has a City permit been issued for your event or have contracted the venue for your event date?
Yes XX No ____
Note: For use of City facilities, venues, or services, applications must be received no later than 90 days in
advance and can be accepted up to 1 year in advance. The application form can be found on the
slocity.org. Application and fees are payable to the City of San Luis Obispo and can be submitted directly
to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA 93401.
Event applicants shall be responsible for securing a separate Special Event Permit with the City.
6. If you are a for-profit organization, do you give a percentage of your income from this event to a
charity? Yes n/a No ____
Net revenue from this event goes back into the Vineyard Team (non-profit) programs to support
sustainable ag research and education.
7. Is this a first year the event will take place? Yes ___ No XX
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8. If not, how many years has it taken place?
12 years
9. Where has it taken place previously?
San Luis Obispo, Paso Robles, Monterey
10. How is this year’s event different this year from prior years?
This event will add an entire day of programming making it a full three day event, adding lodging
opportunities for Wednesday night.
11. Historical Attendance:
500 attendees – farmers, speakers, vendors, sponsors
12. Historical percentage breakdown of in-county vs. out-of-county attendees:
Pre-2016
40% out of county
60% SLO county
2016
60% out of county
40% SLO county
13. What is the return on investment trend for your event?
Additional length of stay for historical out of county visitors
60% of 550 attendees = 330 ppl @ $127 ADR = $41,910
14. Expected Event Attendance:
550
15. Expected percentage of in-county vs. out-of-county attendees:
40% in-county attendees
60% out-of-county attendees
16. Who is your target audience?
Farmers, Managers, Owners
Ag Company reps
University, Consultant, Pest Control Advisors
17. Where is your primary and secondary geographic target market?
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Primary ___North Coast___________ Secondary __Central Valley_____________
18. Do you sell tickets or is it a free event? Tickets XX Free____
If tickets are required, please provide the price range.
$175 - $425
19. Have you requested funding from other organizations/entities? Yes ___ No XX
20. When are the funds needed for the event?
Immediately, to secure print and digital advertising
21. What is the overall budget for the event?
$135K
22. What are you willing to offer the City and TBID members in exchange for the sponsorship funds
for your event? (Ex. Exclusive lodging partnership, discounted tickets for lodging packages,
complimentary tickets for promotional use, etc)
We will offer exclusive lodging partnerships and logo recognition/visitor welcome packets for all
promotional materials (web, email, ad, signage, program). We are committed to customizing a
mutually beneficial package.
23. Is it your intention to keep the event located in San Luis Obispo once City sponsorship funding is
exhausted?
Yes XX No ___
24. What is the anticipated longevity of the event to take place in the City of San Luis Obispo?
We anticipate anchoring the Sustainable Ag Expo in San Luis Obispo for the long-term. By investing
in the event, we are investing in new visitors and extending the length of stay for current visitors.
Many of these become repeat visitors, so the value extends into the future.
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Event Worksheets
The worksheets below are simplified examples of what information we are looking to review.
Please use a separate sheet if more space is needed.
Line Item Funding Request: Indicate total amount requested from the City of San Luis Obispo, including a
prioritized list of individual line items making up the total.
Event Component Amount
Non local advertising $7500
Total $
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Line Item Event Budget: Provide a detailed budget for the complete event, listing all available support
and income sources.
EXPO
Event TOTAL
Jan - Dec
17
Jan - Dec
17
Income
EXPO Income 135,000.00 135,000.00
Total Income 135,000.00 135,000.00
Expense
Consultant 8,000.00 8,000.00
Credit Card Processing Fees 1,500.00 1,500.00
Event Receptions 15,000.00 15,000.00
Insurance - Health 1,500.00 1,500.00
Insurance - Liability 300.00 300.00
Licenses, Fees, Permits (govt) 150.00 150.00
Mileage,
Parking,Transportation 2,500.00 2,500.00
Office Supplies, Expense 1,000.00 1,000.00
Outreach, Promo Materials 5,000.00 5,000.00
Payroll Fees 150.00 150.00
Payroll - Gross Wages 25,000.00 25,000.00
Payroll Taxes - FICA, SUI et al 2,000.00 2,000.00
Postage, Delivery 1,000.00 1,000.00
Printing, Copies 2,000.00 2,000.00
Professional Fees -
Accounting 2,000.00 2,000.00
Rent - Equip, Facilities 18,000.00 18,000.00
Simple IRA - Employer Match 500.00 500.00
Travel, Lodging 3,500.00 3,500.00
Utilities 200.00 200.00
Website, Internet Consultant 500.00 500.00
Total Expense 89,800.00 89,800.00
Net Income 45,200.00 45,200.00
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Detailed Media Plan: Provide a detailed Media Plan including traditional and online media.
Media Outlet Type & Frequency Cost of advertising
Trade Media
Ex. Western Farm Press, Ag Alert Print - 4x $7500
Example:
LA Times Online Banners / 1,000 impressions $ XXXXX
The Tribune ½ page ads / 3 times $ XXXXX
Crowd control plan: Provide your crowd control and safety plan (parades or large special events only).
n/a
Please provide any additional information you would like to share.
The successful 2016 trial of adding additional content for a day 3 was successful. TBID investment
supported the hard costs of the additional day (speaker, venue, staff time) in addition to
advertising. Out of town visitors increased from 40-60%, which is a tremendous increase. This
presents an excellent launching point to extend the day 3 program for a full day, driving additional
stays on Wednesday night.
We are open to creative promotional ideas and are excited to maximize exposure of SLO as a
desirable business event destination. We believe that the success of this event can be used to help
market SLO to other professional event planners. We are committed to incentivizing lodging in SLO,
through packages, promotions, and exclusive/dedicated rates.
Be sure to include all supplemental materials as requested. Thank you.
Return Application to:
Community Promotions Program – Events Subcommittee
Attn: Tourism Coordinator
City of San Luis Obispo Administration
990 Palm Street
San Luis Obispo, CA 93401
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Post-Event Final Report Guidelines
Organization: ___________________________________________
Event Dates: ___________________
** Final report must be received within 60 days of the conclusion of the event unless otherwise approved
in writing by the Tourism Coordinator.
The report must include the following:
Administrator’s Report: A brief synopsis of the event. Please include a statement describing
activities, services, or programs provided, and any changes that have occurred during the reporting
period.
Statistical Survey: Include the number of participants in the event. Survey should also include, to
the best of your ability, the demographic make-up of participants, i.e., residents, non-residents, and age
groups (youth, teens, adults or senior citizens), and the source the data is based on. This section should
also include the return-on-investment details from the event for the City of San Luis Obispo and TBID
members.
Financial Report: A financial statement that details how the Events Promotion sponsorship funds
have been expended.
Recognition: Provide proof of your organization’s acknowledgement of the City’s support in
promotional materials used for the event and how City Tourism message was integrated into the overall
event campaign. Please submit reports that illustrate how the event generated leads and traffic.
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COMMUNITY PROMOTIONS PROGRAM
STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT
Please read the following document and sign to indicate that you have read and understand it.
Limitations:
This application does not commit the sponsor to award sponsorship or to pay any costs incurred in the
preparation of this application or to procure or contract for services or supplies. The City reserves the right
to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all
qualified applicants, or to cancel in part or in its entirety this program, if it is in the best interest of the City
to do so.
Payment of Funds:
All duties, obligations, and disbursements of funds are shall be governed by the provisions of the
agreement between the City and the applicant receiving funds.
An applicant that is awarded funds shall enter into a contractual agreement with the City of San Luis
Obispo for stated program during the current grant period.
The payment schedule will be stated in the contractual agreement.
The contracting agency will agree to provide reports in such form and detail as may be required by the
City and the TBID/PCC to monitor contract performance prior to payment for programs.
The contracting agency will provide the City with an annual audit by an independent auditor to be
approved by the City, if the City should so request.
Should the funds not be used in the manner specified within the contract, the organization will be
required to return the funds to the City of San Luis Obispo,
(Sample copies of standard City contract forms can be provided by the Tourism Coordinator upon request.)
I, Kris Beal, for the Vineyard Team , (printed or typed name of authorized applicant
organization representative), have read the above statement and fully understand its contents and
implications. I further attest that all the information contained in this application is accurate to the best of
my knowledge.
Signature Kris Beal Date 5/18/17
Title Executive Director
Applicant Organization Vineyard Team