EVENT OVERVIEW On Wednesday, December 31st 2014 the Eden Roc Hotel and Red Rabbit Presents will collaborate to host and bring “Copacabana NYE 2015” to life. Our NYE extravaganza will take place at the picturesque Eden Roc poolside retreat centered in the heart of South Beach. For this year’s event, we will target a demographic comprised of three segments; Eden Roc Hotel guests and residents, Miami locals, and the large influx of tourists vacationing in the area. Our goal is to create an event that is chic, elegant, fun and affordable. With access to a world-class venue such as the Eden Roc Hotel, Red Rabbit Presents brings the promotion and marketing experience necessary to directly target the ideal clientele and execute such a massive undertaking, while insuring that a lasting impression is left to all those who attend. Rather than trying to compete with the South Beach nightlife powers who will be charging overpriced tickets for overpriced “big name” musical acts, we will program the event with a mid-tier headliner and local talent, who already bring a loyal following and will not command high booking prices. A low talent expense allows us to provide tickets at an affordable price, which will be crucial for attracting guests to our event. Furthermore, by offering multiple ticketing options such as general admission, ladies and couples tickets, attendees can choose the option that is perfect for them. Combined with having a premium spirit open bar all night (which is almost never offered during NYE, especially in the premier Miami Beach venues) available to each ticket level, we will create a competitive advantage that is almost impossible to turn down. Through corporate sponsors, we plan to create an additional revenue stream for the event, as well as greatly reduce the open bar’s cost of goods sold. Red Rabbit Presents will reach out to companies and brands whose target market not only fits perfectly within the theme of the event, but also speaks directly to our demographic. Our marketing campaign will incorporate, but will not be limited to: public relations (specifically media outreach), viral marketing, email campaigns, online advertising and a hotel concierge program. SECTION 1.0 / COVER LETTER & PROPOSAL, CAPABILITIES, EVENT OVERVIEW 1
Transcript
EVENT OVERVIEW
On Wednesday, December 31st 2014 the Eden Roc Hotel and Red Rabbit Presents will collaborate to host and bring “Copacabana NYE 2015” to life. Our NYE extravaganza will take place at the picturesque Eden Roc poolside retreat centered in the heart of South Beach.
For this year’s event, we will target a demographic comprised of three segments; Eden Roc Hotel guests and residents, Miami locals, and the large influx of tourists vacationing in the area. Our goal is to create an event that is chic, elegant, fun and affordable. With access to a world-class venue such as the Eden Roc Hotel, Red Rabbit Presents brings the promotion and marketing experience necessary to directly target the ideal clientele and execute such a massive undertaking, while insuring that a lasting impression is left to all those who attend.
Rather than trying to compete with the South Beach nightlife powers who will be charging overpriced tickets for overpriced “big name” musical acts, we will program the event with a mid-tier headliner and local talent, who already bring a loyal following and will not command high booking prices. A low talent expense allows us to provide tickets at an affordable price, which will be crucial for attracting guests to our event. Furthermore, by offering multiple ticketing options such as general admission, ladies and couples tickets, attendees can choose the option that is perfect for them. Combined with having a premium spirit open bar all night (which is almost never offered during NYE, especially in the premier Miami Beach venues) available to each ticket level, we will create a competitive advantage that is almost impossible to turn down.
Through corporate sponsors, we plan to create an additional revenue stream for the event, as well as greatly reduce the open bar’s cost of goods sold. Red Rabbit Presents will reach out to companies and brands whose target market not only fits perfectly within the theme of the event, but also speaks directly to our demographic. Our marketing campaign will incorporate, but will not be limited to: public relations (specifically media outreach), viral marketing, email campaigns, online advertising and a hotel concierge program.
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Red Rabbit Presents
Who we are:
Since opening our doors just over two years ago (January 2011), and widely known for reinventing the Magic City’s pool party scene, Red Rabbit has changed the face of the Miami party scene. Born through a passion for music and driven by a desire for innovation, Red Rabbit Presents aims to create a new brand of party for the next generation. A full service communications firm coupled with an artist management division, Red Rabbit Presents brings an outside the box way of thinking to create a fun and profitable party experience unlike anything currently found in today’s market.
What we do:
Based in Miami FL with rapid expansion into both National and International markets such as Brazil, Colombia, Mexico and Dominican Republic, our company hosts, programs and manage weekly events in some of Miami’s top nightlife venues (currently Mansion Miami and SPACE). What makes Red Rabbit Presents stand out from the competition is the unique combination of services that we offer. In addition to event management and creation, Red Rabbit excels in creative marketing, social media management, advertising, public relations and production services. The diversity of our clients is the proof to our concept. From non-for profit organizations, to mega nightclubs, there is nothing we cannot handle.
What we’ve done:
Based in Miami FL with rapid expansion into both National and International markets such as Brazil, Colombia, Mexico and Dominican Republic, our company hosts, programs and manage weekly events in some of Miami’s top nightlife venues (currently Mansion Miami and SPACE). What makes Red Rabbit Presents stand out from the competition is the unique combination of services that we offer. In addition to event management and creation, Red Rabbit excels in creative marketing, social media management, advertising, public relations and production services. The diversity of our clients is the proof to our concept. From non-for profit organizations, to mega nightclubs, there is nothing we cannot handle.
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CONTENT
NTRO: “MAGIC CITY 1958” 3
ABOUT: RED RABBIT PRESENTS 4
EVENT OVERVIEW 5
DEMOGRAPHICS 6
PAST SPONSORS 7
ABOUT: THE SHELBORNE WYNDHAM GRAND HOTEL 8
EVENT GOALS & OBJECTIVES 9
EVENT MARKETING 10-11
TICKET TYPES & PACKAGES 12
EVENT OVERVIEW
On Wednesday, December 31st 2014 the Eden Roc Hotel and Red Rabbit Presents will collaborate to host and bring “Copacabana NYE 2015” to life. Our NYE extravaganza will take place at the picturesque Eden Roc poolside retreat centered in the heart of South Beach.
For this year’s event, we will target a demographic comprised of three segments; Eden Roc Hotel guests and residents, Miami locals, and the large influx of tourists vacationing in the area. Our goal is to create an event that is chic, elegant, fun and affordable. With access to a world-class venue such as the Eden Roc Hotel, Red Rabbit Presents brings the promotion and marketing experience necessary to directly target the ideal clientele and execute such a massive undertaking, while insuring that a lasting impression is left to all those who attend.
Rather than trying to compete with the South Beach nightlife powers who will be charging overpriced tickets for overpriced “big name” musical acts, we will program the event with a mid-tier headliner and local talent, who already bring a loyal following and will not command high booking prices. A low talent expense allows us to provide tickets at an affordable price, which will be crucial for attracting guests to our event. Furthermore, by offering multiple ticketing options such as general admission, ladies and couples tickets, attendees can choose the option that is perfect for them. Combined with having a premium spirit open bar all night (which is almost never offered during NYE, especially in the premier Miami Beach venues) available to each ticket level, we will create a competitive advantage that is almost impossible to turn down.
Through corporate sponsors, we plan to create an additional revenue stream for the event, as well as greatly reduce the open bar’s cost of goods sold. Red Rabbit Presents will reach out to companies and brands whose target market not only fits perfectly within the theme of the event, but also speaks directly to our demographic. Our marketing campaign will incorporate, but will not be limited to: public relations (specifically media outreach), viral marketing, email campaigns, online advertising and a hotel concierge program.
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CONTENT T here’s a certain romance to New Years Eve… A night where new beginnings are as easy as a clock striking midnight, and the idea that we can be whoever we want when the sun rises. So we toast to what once was, and we dance to what will be. A night where
we reflect on memories made, and are given the chance to pick and choose what we let fade away. Smiling at the mystery that lies ahead, but never forgetting where we’ve been. It’s the one night a year that the past and future disappear…
On New Years Eve 2015, Red Rabbit Presents, in collaboration with The Shelborne Wyndham Grrand Hotel, will blur the lines of then and now, in order to transport our guests to a moment in time where our city was nothing short of magic… “Magic City- 1958” aims to paint the picture of a time and place of prosperity following WWII, just before the Cuban Revolution would shake the foundation of Miami forever. Referred to as an “Open Territory” by the Mob, South Florida became a tropical oasis where some of the most notorious gangsters in American history would come to seek refuge. The city began to see the development of beachfront resorts, nightclubs, and a tourism industry that still thrives today. ““Magic City - 1958”” is when a night out consisted of Frank Sinatra serenading a low lit Miami Beach dive lounge, a beautiful mix of the young and wealthy, the likes of Dean Martin and Meyer Lansky scattered about the room…
about: Red Rabbit Presents
Who we are:
Since our inception in January 2011, our intent was to build a brand that was reflective of who we are, where we come from, and what we represent. We were young, we loved music, and we had a passion for the party. We never looked to fit a market niche or demand; in fact we never really cared to fit in at all. The aim was always to stay true to our brand, and present an original version of OUR culture based on creation. We were all in it for the same reason, which stood true for our core fan base that really supported what we were doing, and who still support us to this day. Forever motivated by our friends, family, and culture; our ultimate goal is to put ourselves in a position to inspire the generations that will come after us, all while leaving a permanent stamp on our city.
What we do:
From conception, to marketing, and all the way through production, Red Rabbit Presents has always thrived when put in a position to build events from the ground up. The combination of some of the best creative minds in the industry, coupled with a young entrepreneurial spirit, has made Red Rabbit one of the most sought after marketing teams in the city. We never look to follow trends within the marketplace, choosing rather to be the ones on the forefront in setting trends. We attribute our outside the box approach to our brand as the key differentiator between us and anyone else found in the Miami market.
What we’ve done:
Manifesting itself within the Miami nightlife scene, Red Rabbit Presents has quickly established itself as new brand of party for the next generation of partygoer. Our first major splash came with the launch of “Get Wet Get Wild”, on the rooftop of Club 50, and what would prove to be a reinvention of the Miami pool party scene. The success of “Get Wet Get Wild” would begin to open doors to all major nightlife venues across the city, and would lead to Red Rabbit Presents being put in the position to launch both “Super Fridays” at Mansion 360, as well as “Base at Space” in the basement of the legendary Club Space; all this while producing one off shows across the city, in collaboration with venues the likes of: Mokai, Set, Grand Central, Nikki Beach, Story, Wall, Cameo, Bardot, The Delano, and more. Our brand would continue grow, and mature, with a sell out NYE 2013 party at The Shelborne Hotel. The success of NYE 2013 would put us in a position to bring that success to the Surfcomber for another sold out New Years Eve in 2014. These roads would lead us to an opportunity to once again reinvent the Miami pool party scene, with the launch of “Summer Daze” at the Surfcomber Hotel. Calling the Surfcomber home for this past summer, The Miami New Times would rank “Summer Daze” #3 on their list of the top ten weekly pool party spots on South Beach.
EVENT PROPOSAL: “MAGIC CITY - 1958”
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EVENT OVERVIEW
On Wednesday, December 31st, 2014 the Shelborne Hotel and Red Rabbit Presents will collaborate to bring “Magic City - 1958” to life. Our NYE event will take place under the stars, at the picturesque, and historic, Shelborne poolside oasis.
For this year’s event, we will target a demographic comprised of three segments; Shelborne Hotel guests, Miami locals, and the large influx of tourists vacationing in the area for the holidays. Our goal is to create an event that is chic, elegant, and memorable. With access to a world-class venue such as the Shelborne Wyndham Grand Hotel, Red Rabbit Presents brings the promotion and marketing experience necessary to directly target the ideal clientele and execute such a massive undertaking, while insuring that a lasting impression is left to all those who attend.
Rather than trying to compete with the South Beach nightlife powers who will be charging overpriced tickets for overpriced “big name” musical talent, we will program the event with a mid-tier headliner and local talent, who already brings a loyal following without commanding exuberant booking fees. A low to mid level talent expense provides us the ability implement several value-added tickets and VIP packages, while allowing us to focus on the overall experience of the event. Furthermore, by offering multiple ticketing options such as general admission, ladies, and couples tickets, attendees can choose the option that best suits them. Combined with having a premium spirit open bar all night (a value almost never offered during NYE, especially in the premier Miami Beach nightclubs/venues) available to each ticket level, we will create a competitive advantage that is impossible to turn down.
Through corporate sponsorships we plan to bolster the events marketing and production, as well as reduce the open bar’s cost of goods sold. Red Rabbit Presents will reach out to companies and brands whose target market not only fits within the theme of the event, but also speaks directly to our demographic. Our marketing campaign will incorporate, but will not be limited to: public relations (specifically media outreach), viral marketing, email campaigns, online advertising and a hotel concierge program.
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The guests that will attend our upcoming “Magic City 1958” NYE event consist of a multi-national mix of young individuals that currently reside in, are visiting or enjoy spending their leisure time in the Miami Beach/greater Miami area. A vast majority of them lie between the ages of 21-34, consider themselves highly affluent, are very in-tune to “hot brands”/emerging trends, and of course, LOVE electronic dance music. Whether they’re currently enrolled in local college/university or already out in the workforce, our guests are definitely highly educated, and feel the need to be part of the Miami Nightlife scene.
65% Average Female event attend-ees between the ages of 21-25
35%
Attendee Breakdown
Age 21-25
The primary target market and average past attendee for our New Years eve events are:
Attendee Breakdown
Age 26-34
Average Male event attendees between the ages of 21-25
60% Average Male event attendees between the ages of 26-34
40% Average Female event attend-ees between the ages of 26-34
• Locals and tourists between the ages of 21-34 • Highly affluent• Low price sensitivity and high disposable income• Highly educated; most have or will have a bachelors
degree from a major university• Are highly informed due to their time spent on-line
and on social media
• Love to be “seen” and thus are always in the loop for popular events around Miami
• Are opinion formers• Majority purchase Vodka and beer when drinking
outside their home
EVENT OVERVIEW
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As a concert promotion and nightlife marketing company, our team at Red Rabbit Presents has worked diligently over the years to attain partnerships and/or sponsorships from many different companies. Without their help and support, many of the events we have successfully executed would simply not have come to fruition. Because our “Magic City 1958” event is such a unique, highly customized experience, we will explore nearly all methods of activation to best involve perspective brands.
Past event Sponsors:
• Red Bull
• Veuve Cliquot
• Mercy
• Voli Vodka
• Bud Light Platinum
• Corona
• Leblon
• Tequila Herradura
• Monster Energy
Past media Sponsors:
• Y-100 Miami
• Miami New Times
• Miami.com
• Venue Magazine
• Elektro Mag
• World Red Eye
• Miami Herald
• Wantickets.com
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EVENT PROPOSAL: “MAGIC CITY - 1958”
about: shelborne wyndham grand
Recreating an Icon: A Retro-Chic Revival
Look back and dream forward. Shelborne Wyndham Grand South Beach revives its famed legacy of luxury, elegance and impeccable service. An eminent landmark constructed in 1940 and embellished in the 1950s, this Art Deco Miami modern gem is reborn, infusing modern sophistication into this vintage-chic, iconic hotel at Collins Avenue and 18th Street.
Following the completion of a $150 million renovation, the iconic Shelborne resort will reemerge in the heart of the South Beach Art Deco District as the Shelborne Wyndham Grand South Beach. The illustrious lifestyle destination offers 200 guestrooms, including 11 lux suites, an exclusive portfolio of leisure and entertainment experiences and over 15,000 sq. ft. of expanded event space that includes several meeting rooms, an executive boardroom, breakout rooms, a grand ballroom and flexible indoor and outdoor space.
Destination: South Beach
Rising design star Meg Sharpe of Meg Sharpe Interiors masterfully mingles Art Deco details and a playfully modern edge into her design of the hotel’s public spaces. Her refined and savvy perspective is complemented by esteemed Architectural Digest 100 (AD100) interior designer and author, Richard Mishaan of Richard Mishaan Design. Mishaan’s luxuriously redesigned rooms, suites, meeting spaces and ballrooms evoke the storied glamour and iconic culture of the 1950s.
Click above to play video of the remodeled Shelborne Hotel
Increase gross revenue and total guest attendance as compared to 2014 NYE event.
Objective 1.1: Average revenue per guest (ARG) equal to or greater than $140.00 ( ARG in 2013 NYE event was $130.00 per guest) Objective 1.2: Sell 50% of all available tables and cabanas by Dec. 24th Objective 1.3: Increase total event attendance by 10-15% as compared to NYE 2014
Goal 2
Increase corporate sponsor involvement as compared to 2014 NYE event.
Objective 2.1: Total cash contributions from sponsors equal to or greater than $15k Objective 2.2: Attain 1-2 media sponsors to bolster pre and post-event exposure
Implement an effective, multi-layered in-hotel marketing and promotional campaign.
Objective 3.1: Increase Shelborne Hotel room sales through value added ticket packages and other special promotions Objective 3.2: Maximize the attendance of guests eating dinner at Morimoto Objective 3.3: Make sure that EVERY guest booked through, or having dinner at the hotel on NYE receives information on the event
EVENT PROPOSAL: “MAGIC CITY - 1958”
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EVENT MARKETING
Marketing is an integral part of our formula for a succesful and profitable NYE event. As a company, we are firm on our belief that effective marketing is more about having a clear understanding of your target audience’s wants, needs and likes, and less about how much money your willing to spend. Below, we have outlined a simple marketing plan and ideas for Shelborne management to review.
Target Audience:
Aged 21–45 with a concentration on adults between the ages of 25–36
Audience Segmentation:
1. Primary Segment:
• Shelborne Hotel guests (including couples, groups and single guests)
Primary Segment-Specific Marketing Initiatives:
• In-hotel signage and collateral materials
� Large foam poster boards at check-in, valet and other designated areas
� Table tents in rooms
� Flyer in welcome brochure/materials
• Branded “giveaway” promotional item in rooms that tie in to the event’s theme, and needs to be something that all or most guests will be able to use
� Wrapped water bottles, sunglasses, small towels, cups, etc...
� Work with liquor sponsor to put one mini bottle in each room with invitation/flyer attached
• Mock-VIP Setup on Pool decks 1 week prior to event
2. Secondary Segment
• Relatively price sensitive locals that are currently in a relationship and looking for an upscale, high-value option at which to spend their new years eve
• Feel “plugged-in” to the Miami nightlife scene
• This segment also carries high-sentiment for brands that attach themselves to charitable NPR organizations
• The overflow crowd of tourists and locals who plan on spending their new years in Miami Beach. Many of these individuals will have planned on attending an upscale nightclub or venue for their new years eve celebration, but due to their premium pricing, low comfort level (most are extremely packed) and long lines, decide to take the value added route we are offering
Tertiary Segment-Specific Marketing Initiatives
• Street Team
• Guerilla Marketing
• Online Marketing (explained in Secondary Segment Initiatives
EVENT PROPOSAL: “MAGIC CITY - 1958”
ticket types & packages
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Ladies General Admission (LGA) $95.00 - $145.00
Ladies general admission tickets will follow a dynamic pricing model. Due to their low cost, these tickets will be on-sale for a limited amount of time leading up to the event (preliminarily) and will change price along with our other
tickets and packages. This ticket includes entry for 1female guest and open bar for the entire night.
General Admission (GA) $125.00 - $175.00
General Admission tickets will follow a dynamic pricing model. Price will increase either on a time or allotment based schedule. These tickets will be included in the initial online sales push 7-8 weeks before the event. Our team projects GA tickets to rank second in total sales behind couples general admission, but ahead of Ladies general admission. This ticket includes entry for one guest and open bar for the entire night.
Couples General Admission (2 individuals per ticket) $200.00 - $275.00
Couples General Admission tickets will follow a dynamic pricing model. Price will increase either on a time or allotment based schedule. These tickets will be included in the initial online sales push 7-8 weeks before the event. As previously stated, our team expects couples tickets to out-sell both Ladies GA and GA tickets due to both, last years sales numbers and the monetary discount which serves to incentivize individuals to find a date for NYE. This ticket includes entry for 2 and open bar for the entire night.
Our introductory VIP package, “Day Bed VIP” will follow a dynamic pricing strategy. Fifteen VIP day bed packages will be alotted for sale and will range in price from $900 to $1,400. Following our “value added” approach to VIP packages, day beds will include entry for up to 6 guests, 4 bottles of premium alcohol(2 champagne, 1 vodka), table service and “no wait” entry in to the event.
VIP #2: magic city vip table package (8 guests per tABLE) $1,200.00 - $1,800.00
Our second tier VIP package, “Magic City tables”will follow a dynamic pricing strategy. 13-15 Magic City VIP packages will be alotted for sale and will range in price from $1,200 to $1,800. Following our “value added” approach to VIP packages, Magic City tables will include entry for up to 8 guests, 5 bottles of premium alcohol (3 champagne,
2 vodka), table service and “no wait” entry in to the event.
The “Meyer Lansky VIP Cabana Package”, our most sought after VIP package, will follow a dynamic pricing strategy and will have 9 unites alotted for sale. Due to the Shelborne’s cabanas being arguably the top cabanas on Miami beach (amneties include: indoor seating area, a private bathroom, flat screen tv’s, A/C and a private outdoor porch) pricing will range from $2,500 - $4,500. Cabana packages will include entry for up to 10 guests, 7 bottles of premium alcohol (4 champagne, 3 vodka) table service and “no wait” entry into the event.
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