Montana Office of Tourism - Department of Commerce
Special Events Grant Program (SEGP)
2010 SEGP Application Cover Page
Applicant Information
Applicant Organization: __________________________________________________________ Contact Person: _____________________________ Title:_____________________________ Address: ______________________________________________________________________ City: ______________________________________ 9-Digit Zip Code:___________________ Telephone: _________________________________ Fax: _____________________________ E-Mail Address: ________________________________________________________________ Non-Profit Federal ID Number: ____________________________________________________ (Copy of official nonprofit certification must be sent with completed SEGP Application)
Event Information
Name of Event: ________________________________________________________________ Location of Event: City _____________________ County: _____________________________ Event Tier (see page 3 of Overview): _______________________________________________ Date of Event: _________________________________________________________________ Estimated Total Event Cost: $ _____________________________________________________ SEGP Marketing & Promotion Grant Amount Requested: $ _____________________________
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Special Events Grant Program (SEGP) SEGP Overview and Instructions
SEGP Purpose and Goal
The purpose of the Special Events Grant Program (SEGP) is to diversify and enrich Montana’s tourism product by developing and enhancing community-based tourism festivals and events. The goal of SEGP is to create and sustain economic development through the advertising and promotion of “hallmark events.” Generally, a hallmark event is a major reoccurring event of limited duration, developed primarily to enhance awareness, appeal and profitability of a tourism destination. A hallmark event: Has a socio-economic impact on Montana Is a clear reflection of the Montana Brand and supports the Montana Tourism & Recreation Strategic Plan 2008-2012 (guidelines available at: www.travelmontana.mt.gov/branding) Generates national and regional media exposure
SEGP Funding
Source of Funding - The Montana Department of Commerce, Office of Tourism (MOT) will provide funding for the SEGP as part of its annual operating budget utilizing Accommodations Tax revenues. Amount of Funding – MOT will annually set the limits at the beginning of the fiscal year (July 1). For fiscal year 2010, this amount is $80,000. Number & Dollar Amount of Grant Award - There is no set number of grant awards that may be made in a fiscal year. However, the total dollar amount of the grant award(s) may not exceed the total amount of the SEGP funding for that specific year. The minimum grant funding allocated to any one event in a fiscal year will be $2,500.
SEGP Eligibility Requirements
Eligible Applicants - The applicant must be a Montana non-profit entity, city, county or tribal government. Applicant organizations must be officially recognized by the IRS as having a non-profit status.
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No “pass through” non-profit entity may be utilized to apply for SEGP funding No state or federal agencies may apply
Eligible Advertising & Promotional Activities - SEGP funding is to be used for advertising and promotion of an event to target audiences outside a 100-mile radius of the event site. SEGP funding may be used for the professional design, production and printing of: Broadcast media advertising and promotion (television and radio) Print media advertising and promotion (newspaper, magazine, flyers, direct mail, posters, brochures) Electronic media advertising and promotion (Internet, social media, video) Event website development and updates Evaluation of Hallmark Event Application – The event must align to the “Montana Tourism & Recreation Strategic Plan 2008-2012” and the “Montana Brand” platform. Both documents can be found at www.travelmontana.mt.gov. Ineligible Activities and Events: Capital improvement projects and infrastructure development Events not open to and of interest to the general public Members-only trade shows, conventions, conferences and workshops Reunions - class, family, etc. Community auctions / fundraisers Rummage sales School sporting events
SEGP Matching Funds
Hard Match - The applicant must provide a hard cash match to funds available through SEGP. The match must be an actual financial investment. Funds received from other state and federal grant programs can be used as part of the hard match requirement. Projected ticket sales, gate receipts, concessions profits, etc. are not eligible. Ratio Matching Formula - Matching funds will be based on the following matching formula and town/city population: State Match/Private Match 1:1 State Match/Private Match 2:1 State Match/Private Match 3:1 Population 15,001 – up Population 5,001 – 15,000 Population 1 – 5,000
Tier 1
Tier 2
Tier 3
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Future Funding - Applicants will not be guaranteed funding after the first year of the grant award and will need to reapply in subsequent years. Unallocated grant funds not allocated through SEGP in any fiscal year will revert back to the MOT’s general budget to be reallocated to other MOT programs.
SEGP Application Guidelines
Grant Application Deadline - The grant deadline for 2010 is September 25, 2009. Application Instructions - An application will be considered null and void and disqualified if it is incomplete or deviates from the required format. applications will not be accepted if transmitted by facsimile (fax) one (1) original and five (5) copies of the application must be received prior to the application deadline an Application Cover Page must be attached to each copy a signed and dated Certification page must accompany each copy Applicant’s non-profit Federal ID number must be listed on the Application Cover Page and an official copy of the nonprofit status paperwork must accompany the application each Section of the Application must be addressed on separate sheets of paper and must be typed using 12-point type and single-spaced APPLICATIONS MUST BE POSTMARKED BY SEPTEMBER 25, 2009 INCOMPLETE APPLICATIONS WILL BE DISQUALIFIED Completed Applications - Send one (1) original and five (5) copies of the application to: Manager, Special Events Grant Program Montana Office of Tourism - Department of Commerce PO Box 200533 301 S Park Helena, Montana 59620-0533
Sources of Information
For economic studies relating to the Travel & Tourism industry, applicants may contact: Institute for Tourism & Recreation Research (ITRR) The University of Montana 32 Campus Drive #1234 Missoula, MT 59812-1234 Phone: (406) 243-5686 Email: itrr@forestry.umt.edu
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For regional tourism marketing information, contact the nearest Regional Tourism Office or visit Travel Montana’s Intranet site: www.travelmontana.mt.gov Custer Country PO Box 904 Forsyth MT 59327 406-346-1876 406-346-1876 (fax) Email: custer@rangeweb.net Glacier Country 1121 E Broadway, Suite 113 Missoula MT 59802 406-532-3234 406-543-2304 (fax) Email: gcexec@montana.com Gold West Country 1155 Main St Deer Lodge MT 59722 406-846-1943 406-846-1943 (fax) Email: goldwest@bresnan.net Missouri River Country PO Box 118 Ft Peck MT 59223 406-653-1319 406-653-1319 (fax) Email: 2mtmrc@nemont.net Russell Country PO Box 3166 Great Falls MT 59403 406-761-5036 406-761-5085 (fax) Email: gfisher@bresnan.net Yellowstone Country PO Box 3048 Bozeman MT 59772-3048 406-556-8680 406-556-8688 (fax) Email: yellowstone@montana.net
SEGP guidelines and application were developed following procedures outlined in the book written by Donald Getz, Event Management & Event Tourism (New York: Cognizant Communication Corporation, 2005).
Montana Brand Platform & Strategic Plan Highlights
Montana Brand Platform: Following are the Montana Brand pillars. They distinguish Montana from its competitors. For complete Montana Brand information, go to www.travelmontana.mt.gov/branding: More spectacular unspoiled nature than anywhere else in the lower 48. This is what distinguishes Montana from our competitors. Vibrant and charming small towns that serve as gateways to our natural wonders. This pillar mitigates the perception of Montana being remote without denying it. Breathtaking experiences by day and relaxing hospitality by night. This pillar leverages Montana’s strengths (nature and scenery) with qualities our audience desires (comfort and exhilaration).
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The Montana Brand tone reflects the common values people of Montana share and further emphasizes their voice in communicating the Brand. The tone communicates: We Are Simple; but Not Unsophisticated We Are Confident; Not Arrogant We Are Genuine; Not Old-Fashioned We Are Grounded; but Not Stuck in Our Ways Montana Tourism & Recreation Strategic Plan 2008-2012: Following is a partial list of Goals and Actions pertaining to event planning and management. For complete information on the Montana Tourism & Recreation Strategic Plan, go to www.travelmontana.mt.gov/2008strategicplan. Goal 1: Increase four-season tourism revenues statewide through effective marketing and promotions, focusing on high-value, low-impact visitors. Action 1.2: Promote Montana to targeted groups and events, emphasizing offpeak season. Action 1.3: Work collaboratively with other tourism marketing partners to plan and implement priority marketing efforts. Goal 4: Enhance and preserve Montana’s culture and history (historic sites, museums, art, music, etc.). Action 4.1: Promote Montana’s existing historic and cultural assets for the enjoyment of residents and visitors. Goal 5: Support appropriate tourism business growth, including new tourism products and services, for target customer markets. Action 5.1: Cultivate opportunities to leverage private and public dollars to create tourism products and attract new tourist markets. Goal 8: Enhance the “curb appeal” of Montana communities to attract visitors. Action 8.1: Increase the capacity of Montana communities to be more competitive in tourism.
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Special Events Grant Program (SEGP) Application
Section 1: Executive Summary (20 Points)
The Executive Summary must include Mission and Vision statements for the event and/or the applicant organization. The Vision Statement must include strategies and goals that align with the Montana’s Tourism & Recreation Strategic Plan 2008-2012. Mission: Describes the identity of the event or applicant organization and how they relate to the Montana Brand. What is the purpose of the event? Who are the event’s customers? What are the event and/or applicant organization’s core values? Core values can be operating philosophies or principles that guide an organization's internal conduct as well as its relationship with the external world. Vision: Describes the event’s goals. Where will the event be in 3-5 years and how will it achieve its goals? How do those goals align to the Montana’s Tourism & Recreation Strategic Plan 20082012? The Executive Summary should indicate why the applicant requires funding assistance for advertising and promotion of the event.
Section 2: Description of Event (15 Points)
In narrative terms this section should contain: the proposed event’s size and structure including: event date and location number of participants number of spectators the event’s history and background, including relevant facts and figures from previous events seating or spectator capacity availability of space for vendor stalls ease of access facilities to accommodate participants or competitors access to medical assistance and public transport
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Section 3: Event Management Structure (15 Points)
Organizational charts should be used to depict the structure and the lines of responsibility. In narrative terms this section should include: the structure of the applicant’s partnership with the other stakeholders in the event and any contractual arrangements that are required the organizational structure for the event, including the separation of responsibilities between management and committees the number of people required to run the event availability of personnel/community volunteers to work the event key supporters and additional partners of the event
Section 4: Event Marketing Plan (75 Points)
The narrative of the section should provide information about: target market(s) for the event: Demographic information - includes age, gender, household income, level of education Geographic information - includes information about the target market place of residence marketing strategies and action plans that will be used to attract the target market(s) including timelines: Broadcast media advertising and promotion (television and radio) Print media advertising and promotion (newspaper, magazine, flyers, direct mail, posters, brochures) Electronic media advertising and promotion (Internet, social media, video) Event website development and updates co-operative marketing activities with Montana’s six tourism regions, convention and visitor bureaus or chambers of commerce the event’s distinctive differences as they relate to the Montana Brand and how they will it be promoted to attract the target market(s) how the marketing strategy capitalizes and/or links with local or state tourism marketing efforts
Section 5: Event SWOT Analysis (15 Points)
Describe the event’s SWOT analysis - its strengths, weaknesses threats and opportunities Strengths – competitive advantages Weaknesses to correct Opportunities to seize Threats – competitive disadvantages to resolve
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This will help to show why the event will be a success and why it should be more favorably regarded than other events competing for the same grant funding.
Section 6: Monitoring Event Performance (10 Points)
Describe the SMART (specific, measurable, achievable, realistic and timely) performance criteria have been set for the event. The narrative for this section should contain: key performance criteria action programs in place for monitoring the achievement of the desired outcome a list of those responsible for monitoring performance financial targets that have been set and the deadlines for these targets operational targets that have been set and the deadlines for these targets
Section 7: Event Financial Data (50 Points)
SEGP funding can only be used for event advertising and promotion. Provide a detailed advertising and promotion budget for the event. Identify expenditures that will be paid in full or in part with SEGP funds and those that will be paid in full or in part with the applicant organization’s matching funds (example below). Provide a detailed total operational budget for the event. Identify and estimate income that will be generated through ticket sales, concession sales, booth rentals, registration fees, etc. (example below). Provide a three-year summary of the profit and loss statement for the event or for the years the event has been running if less than three years. Provide a summary of how profits will be reinvested in subsequent years of the event and who will be financially responsible.
EXAMPLE ONLY Detailed Advertising & Promotion Budget Expenditures Design Print Broadcast Electronic Production Print Broadcast Electronic Printing Media Placement Total Advertising & Promotion Expenditures Applicant Match SEGP Funds Total
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*
*
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EXAMPLE ONLY
Detailed Total Operational Budget
Applicant Match
SEGP Funds
Total
Expenditures Wages & Salaries Space Rental Equipment Rentals Consumable Supplies (food & beverages) Merchandise Contracted Services (entertainment, security, etc.) Travel Prizes / Awards Other (Identify) Advertising & Promotion ( * total from above) Total Expenditures Revenue Admission Fees Rentals to Vendors Merchandise Sales Food & Beverage (net profit) Other Revenue Applicant Cash Sponsorship / Event Partner Grants (include requested SEGP funding) Donations Total Revenues C) Projected Surplus
*
*
*
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CERTIFICATION
On behalf of the organization identified on this application, I certify that the submitted application meets all the eligibility requirements for the Special Events Grant Program (SEGP). I understand that no funds will be awarded to a project that is completed prior to written approval notification by the Montana Department of Commerce, Office of Tourism. The applicant hereby certifies: A. That the applicant will comply with all applicable laws and regulations prohibiting discrimination on the basis of race, sex, religion, national origin, age, or handicap. B. The applicant is aware the Department must comply with certain state requirements, which may impact proposed projects. Department funded projects must comply with all federal, state and community licenses, permits, laws and regulations. C. To the best of my knowledge and belief the information contained in this application is true and correct and the governing body of the applicant has duly authorized the documentation.
___________________________________________________________________________ Signature (required)
___________________________________________________________________________ Name (printed)
___________________________________________________________________________ Title
_________________________________ Date
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