By: Joey (JoeBob) Cutting

EVENT DETAILS
A day-long fly-fishing tournament hosted at Skidmore Reservoir, located in the
George Washington National Forest outside of Harrisonburg, Virginia.
Date: Saturday December 16th, 2017,
Start time: 6:00 am | End time: 4:00 pm
Motorized boats will not be permitted; only kayaks, canoes, and other manpowered water vehicles will be allowed in order to prevent damage from being
done to the lake and its surrounding areas.
Fly-fishing only!
Fish can be kept by anglers as long as they are at least ten inches in length.
Anglers will be scored on overall size of their top three fish caught. The top three
finishers will receive gift certificates to Mossy Creek Fly Fishing and Walkabout
Outfitters.

Breakfast and lunch will be provided. Anglers have to sign up in pairs in order to
promote teamwork and collaboration during the fly-fishing process. The
tournament will be broken down into three age groups based on the overall
number of registrants, with hopes of having at least 50 participants.

EVENT PURPOSE
The 2017 Rocktown Fly-Fest hopes to bring fly fishermen from
across the Southeast to the Shenandoah Valley of Virginia to
converge and showcase their talents in a day-long non-commercial
tournament at the local, popular, and easily accessible fishing lake
of the Skidmore Reservoir. Ultimately, the main purpose of this fly
fishing tournament is to drive tourism and promote economic impact
within the Shenandoah Valley and its surrounding communities of
Northwest Virginia.

EVENT MISSION
The 2017 Rocktown Fly-Fest at Skidmore Reservoir seeks to create
a platform for enjoyment, fellowship, and competition amongst fly
fishing anglers while highlighting the beauty and serenity of fly
fishing in the Shenandoah Valley of Virginia.

EVENT GOALS
1. Maximize event participation for the inaugural year
2. Create value for all event sponsors

3. Create a positive image for Skidmore Reservoir, George

Washington National Forest, the Shenandoah Valley, and the
Northwest Region of Virginia
4. Attract fly fishing anglers to the region who may not have been
before
5. Promote the art and sport of fly fishing in the Shenandoah Valley

6. Build momentum for the following years Rocktown Fly-Fest in

2018

BIDDING: FEASIBILITY
Recreation events are commercial activities requiring temporary,
authorized use of National Forest Service lands.
-An applicant intends to charge an entry or participation fee, or

-the primary purpose is the sale of a good or service, regardless of

the intent to produce a profit.
To begin the application process, you are required to contact the
Forest Service office in the area where you wish to have your activity
before you have worked out the details. The contact will determine
whether your activity meets nine pre-application screening
requirements applicable to all special uses
Fee: Five percent of adjusted gross receipts for one-time events and
three percent of adjusted gross receipts for multiple events under a
single permit

CONTINGENCIES
Weather
Hostile crowds

Staff Shortage
Wildfire in George Washington National Forest
Medical emergencies
Food and Beverage Issues
Parking and Transportation

Wildlife Attack

STAFFING

Event Director:
Michael
Carpenter
Chief Operations
Officer:
Jess Jarrett

Chief Marketing
Officer:
Joey Cutting

Head of Safety:
Wesley Bland

Head of Public
Relations:
Blake Jones

Head of Logistics
and Outreach:
Chris Scroggins

Head of Finance:
Derek Bland

Volunteer Staff

Volunteer Staff

Volunteer Staff

Volunteer Staff

Ten volunteers will be needed under each department

- A total of about 50 staff members will be necessary to run a successful event

BUDGETING: Sales
Projected Sales
Item

Quantity

Cost Per Unit

Total

Participation Fees
Event Registration

50

$25.00

$1,250.00

Mossy Creek Fly Shop Event TShirts

50

$10.00

$500.00

Mr. Js Bagels boxed breakfast

50

$5.00

$250.00

Chick-Fil-A boxed lunch

50

$8.00

$400.00

Walkabout Outfitters branding

on-site

$500.00

$500.00

Brothers Brewing branding onsite

$500.00

$500.00

Sponsorships

Donations
Jeffrey Bourne

$1000.00

$1000.00

Zane Showker

$2000.00

$2000.00

Merchandise Sales
T-Shirts

25

$15.00

$375.00

Hats

15

$15.00

$225.00

TOTAL REVENUE
$7000.00

BUDGETING: Expenses
Projected Expenses
Item

Quantity

Cost Per Unit

Total

Operational/Venue Costs
Skidmore Reservoir Reservation

1 (5% of gross receipts)

$350.00

$350.00

Golf Cart Rental

$400.00

$400.00

Liability Insurance

$1000.00

$1000.00

Performance Bond (to ensure protection of the

environment)

$500.00

$500.00

Law Enforcement

$1000.00

$1000.00

Emergency EMS

$1000.00

$1000.00

VA Animal Control Specialist

$400.00

$400.00

Registration Tent Rental

$50.00

$50.00

Radio Advertisement

$40.00

$100.00

Pay per Click (100)

$100.00

$100.00

Digital Banner Advertisement

$20.00

$100.00

Daily News Record Advertisement

$20.00

$100.00

$1.00

$100.00

Marketing/Advertising

Facebook Advertisement

Print Signage

100

Food/Beverage Contingency Fund

Water

$300.00

$300.00

Snacks

$300.00

$300.00

Merchandise Production
T-Shirts

25

$5.00

$125.00

Hats

15

$5.00

$75.00

TOTAL EXPENSES
$6000.00

BUDGETING: Net Profit

Projected Net Profit
Revenues
Total

$7000.00

Total

$6000.00

Total

$1000.00

Expenses

TOTAL NET PROFIT

SPONSORSHIP

MARKETING
Market segmentation/targeting

Advertising budget: $500

Advertising strategy- focus on social media
- five radio advertisements will run on local radio channels once a month from June until
November of 2017.

- a pay-per-click advertisement will be utilized on Facebook until 100 consumers have

reached the events website
- a free website will also be used to give the event a unique identity and landing page.
- digital banner advertising will be used to give further brand exposure of the event.
- A similar banner ad will be placed in the Daily News Record, the local newspaper
publication of the areas, with a strategy of periodic placement throughout 2017 in order to
promote the event fully.
- Printed signage will be place all over the town of Harrisonburg, especially in event
sponsors establishments.

BRANDING

JOIN US!

December 16th, 2017