The Ranch Events Complex

PUBLIC WORKS DIVISION
THE RANCH
Northern Colorado’s State-of-the-Art Entertainment & Events Complex
Livestock Events—Festivals—Concerts—Conferences—Tradeshows—Meetings
Dear Citizen’s of Larimer County,
The Ranch has the pleasure of providing a state-of –the-art event complex for
the residents of Larimer County and the
surrounding area for coming up on 10
years. Each year we have produced an annual report; I use this medium to say thanks
to all of the citizens of Larimer County for
approving the initiative that funded the construction of The Ranch. Thank you again
this year; I also wanted to include a few excerpts of messages I received this past summer while The Ranch was used as an evacuation site, public gathering place and animal
shelter for the High Park Fire:
“Please accept the thanks of everyone working to serve these victims. I could not be
prouder of the efforts that are being put in
to help these fine folks out. I am proud to
be a part of the team!” Sheriff Justin Smith,
Larimer County Sheriff
“Bob, I haven't said it but you are doing a
great job.” Chief Tom DeMint, Poudre Fire Authority
“You are the best at what you do!” Chief Carl
Solley, Poudre Park Volunteer Fire Department
“Bob....to say you and the staff are doing a
magnificent job ridiculously understates the
matter. It’s because of operations
like this which you are handling that we are
able to cope with these extraordinary circumstances. I'll say thank you now and several times in the future.” Erik Nilsson,
Larimer County Emergency Management Manager
Since The Ranch opened for business it has
hosted well over 15,000 meetings, tradeshows, hockey games, concerts, barrel races,
and many other events. The facility has been
used as an evacuation center for the Windsor tornado and the Crystal Fire, but it
seems The Ranch made it’s mark and
proved its worth during those weeks in June
and July 2012 when we were asked to assist
with the High Park Fire evacuation effort.
We will always be grateful to the citizens of
Larimer County who ten-plus years ago approved the funding for The Ranch, but this
year I want to express my sincere thanks to
the staff of The Ranch for providing a soft
place to land for those that lost so much in
the High Park Fire. Our citizens provided
the support for the structure of our facility,
but the staff provides the heart and soul that
makes up The Ranch!
Regards,
Down at The Ranch
For every 100 events, there are:
- 40 4-H events
– 16 equine shows
– 13 consumer trade shows
– 10 business meetings
– 6 youth/non-profit shows (non 4-H)
– 4 family shows in BEC
– 4 sporting events in BEC
– 3 banquets and private parties
– 3 non-equine animal events
– 1 concert
The South Hall set up for a Constant Contact employee meeting.
If The Ranch earns $100 from an event at the Budweiser Events
Center, it would come from:
– Concessions $ 36
– Suites/club seats $ 14
– Rent $ 12
– Facility/ticket fees $ 11
– Sponsorship/advertising $ 10
– Catering $ 9
– Parking $ 8
Cirque Du Soleil has returned to Budweiser Events
Center for three years.
New Sales Position Increases The Ranch’s Exposure & Revenue
The Ranch implemented a new part-time Sales Manager position in May of 2012 and
Katie Buttermore, the previous Director of Corporate Sales & Premium Seating for the
campus, has returned to The Ranch to fill the role! The goals and initiatives involved
with the position include:
Increase overall awareness of The Ranch
campus and the amenities the Complex offers.

Grow sales in regards to room rentals
and catering by retaining and increasing the
frequency of current business events as well
as attracting new business to The Ranch.

Attract more frequent weekday meeting
business and focus on large campus-wide
events.


Promote and advertise The Ranch to the community as a competitively
-priced facility with full-service event planning and package rates to
accommodate clients' needs.
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Bob Herrfeldt, Director
2012 sales efforts resulted in excess of $17,000
of additional facility rent and catering.
Larimer County Fair & PRCA Rodeo
August 3-7, the fairgrounds was a campus buzzing with excitement and a playground for the senses. From tantalizing traditional fair food, the delectable taste
of cool Colorado brews, the sound of local musical entertainment rocking in the
background, and even the occasional scent of livestock in the air, the Fair &
PRCA Rodeo provided entertainment for the whole family.
2012 marks the first year EVER the Larimer County Fair and PRCA Rodeo made a profit, $55,500
Gross Revenue. That is one for the record books folks! This years fair brought over 100,000 attendees
and boasted the most vendors, exhibits, rodeo fans and food sold in the history of the Fair!
2012 Presenting Sponsors
The Fair & PRCA Rodeo Saw an Increase in all Areas!
6,791
4-H &
Open Class
Entries
$213,125
↑$6,000
$55,500
Food & Beverage
Gross Revenue
Carnival
Revenue
Overall Fair
Gross Revenue
Landmark Night
at PRCA Rodeo
B e s t
Y e a r
Y e t !
This Year’s Highlights Include:


$65,970 Gross Revenue (more than doubled the inaugural year, 2009)
$2,000 was donated to recent High Park Fire related causes including the
Rist Canyon Fire Department rebuilding program.

2,344 Attendees, of those 204 of them were VIP

VIP Ticket sales doubled in 2012

22 Colorado Native Breweries poured over 100 different beers
,
,
,
A t t e n d a n c e
,
August 6th-
The
2012 Larimer County
PRCA Rodeo closed
with its first sell-out
crowd in its decade long
run at The Ranch. It also
produced the largest
ticket gross ($66,381 )
and had the largest three
day attendance (8,592 or
an average of 2,864 per
event). This event has
been a work in progress
for the past five years. It
has gone through a rigorous re-branding aiming to maintain the feel
of a traditional rodeo
with enough rock and
roll to attract the
younger audience.
101,124
Record #
Attendees
High Park Fire
Citizens of the Western United Sates found the Summer of 2012 to be a trying time with wildfires running rampant, destroying hundreds of
thousands of acres of terrain, homes and communities. The Larimer County community was no different . The High Park Fire will forever be
remembered in our community, but thanks to the many local fire and rescue crews, business organizations and Larimer County departments,
our community will be reminded of the generosity and support we have for fellow neighbors and this community.

The fire started June 9th and deemed 100% contained June 30th, 2012

Second-largest and second-most destructive fire in Colorado history

87,284 acres and 259 homes compromised
The Ranch’s Involvement

The Ranch became the evacuee center for both humans and livestock for nearly one month.
More than 700 hours of The Ranch’s staff time was devoted to the emergency


The McKee 4H, Youth & Community building was the Red Cross Disaster Relief Headquarters.
The First National Bank Exhibition Hall became the hub of information for evacuees with two/day community briefings with
local Fire and Sheriff personnel on the front lines of the fire.
The Ranch donated approximately $80,000 worth of facility and ancillary rentals

The Ranch housed and took care of more than 700 horses, alpacas, goats, poultry & sheep
Volunteers donated more than 600 hours and $42,000 of supplies/services to help care for these animals

The Ranch only cancelled one event on campus due to the fire. The remaining events occurred as contracted.
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Top left to right: Smoke plume seen from the North entrance of The Ranch, Rist Canyon volunteer fire department, a firefighter thank you note, evacuees review a fire map at a community briefing held at The
Ranch, Extreme fire danger was the standard for the summer of 2012, a newborn alpaca reared at The Ranch during evacuation, an aerial view of the fire.
Make it Rain High Park Fire Benefit Concert
The benefit concert to help High Park Fire victims at The Ranch was an
overwhelming success both in terms of monetary donations and emotional outpouring.
An estimated 6,000 Northern Colorado residents turned out at The
Ranch and raised more than $49,000 and also helped families affected
with a night of entertainment.
Donations were collected on-site throughout the night by firefighters and
Larimer County employees from patrons that attended the free event.
Those in attendance were able to sit outside at The Ranch and listen to
Nashville artists, hear from speakers with Poudre Fire Authority, Larimer
County Sheriff’s Office, K99, and also enjoy a performance from the
Fort Collins Drum Band. The surprise major country act, Rodney Atkins, spent time with the Poudre Fire Authority prior to playing to the
large crowd at The Ranch.
The Make It Rain concert was collaboration between multiple organizations that had a first hand experience with the High Park Fire or the
evacuees including: Poudre Fire Authority, Larimer County Sherriff’s
Office, multiple volunteer fire organizations, K99 and The Ranch.
The financial success of the event also received support from local various sponsors
The $49,000 was turned over to the Community Foundation of
Northern Colorado for their distribution to Project 6.8 and the
Terry Ferrell Fund
Top to bottom: the crowd gathered for the main act, Rodney Atkins, PFA Recognition ceremony, PFA firefighters collect money
donated to the High Park Fire victims, Rodney Atkins performs
for 6,000 attendees, Larimer County Commissioner Lew Gaiter,
III made an appearance to support the cause.
“Make It Rain is at the top of the list of my favorite events held at The Ranch. Larimer County is proud to have been a
part of this event .”
-Larimer County Commissioner Lew Gaiter, III
The Facts
Ranch– Way Feeds Indoor Arena
& Pavilions Construction
July 2013 is scheduled as the completion of a nine month reconstruction of the Ranch
Way Feeds Indoor Arena & Pavilions. As a result of three years of litigation concerning
faulty building construction, reconstruction of the Ranch-Way Feeds Indoor Arena &
Pavilions was imminent. Despite displacing clients for nine months, construction proves
to be a blessing in disguise with the opportunity to design a more user-friendly facility.
Demolition of the facility November 2012.


Pillars of the new facility being constructed March 2013.
New 90ft x100 ft indoor arena located between the pavilions
Kiser Arena Specialists engineered footing by Bob Kiser. Improved dirt
footing to accommodate a variety of events aiming to maintain consistent,
safe footing year round.
Improved air flow with the addition of large circulatory fans in both arenas
and pavilions

Climate controlled offices and entryway and offices
Looking Forward

Improved sound, control board and distribution
Already garnering attention from various equine and livestock associations, the new facilities are engineered not
only to meet stringent building codes and specifications, but fulfill the needs of our clients. On a long-term
basis The Ranch aims to be one of the premier venues in the nation to host equine, livestock and animal events.
With the addition of a second indoor arena, The Ranch aims to add one new national event in year one, two in
year two, and one in year three. The average gross revenue for a national or regional event is $52,500.00
“Our priority throughout this process has been to give the citizens of Larimer County what
they originally paid for when the facility was constructed. By receiving almost 10 years of
operating insight from our staff and promoters, and achieving efficiencies in our design, we
have exceeded our original goal.” - Bob Herrfeldt, Director of The Ranch
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Improvements

Budweiser Events Center
Venue’s Today Magazine ranked Budweiser Events Center 17th among
the top facilities in the world in the publication’s Top Spots report. The
Top Spots rankings showcase the top 20 venues around the world in
various categories. The report is based on concert and non-sporting events, gross sales and attendance. The Budweiser Events Center ranked on the list of venues that have seating capacities of 5,001-10,000.
Cirque du Soleil made two trips to Loveland
in 2012, Quidam & Dralion! Dralion sold
over 17,000 tickets
Sponsorship Department Raises the Bar
The Ranch’s dedicated sponsorship department from Front Row Marketing once again raised
the bar in 2012 with sponsorship & suite rental increases across a myriad of events.
The 2012 Larimer County Fair & PRCA Rodeo saw an 18% increase in cash and trade sponsorships from 2011. A large portion of this increase was due to the new co-presenting sponsor, Colorado Lottery.
The Mud Brigade 5K Adventure Race, a Ranch and Crossfit Loveland co-promoted event, saw a 60%
increase in cash and trade sponsorship.
For the first time since 2009, our Sponsorship department sold all 25 suites located in the Budweiser
Events Center. Total suite sales totaled over $795,000 in gross revenue. Suites are typically purchased by
local Northern Colorado Businesses for Eagles hockey games and other events held in the Events Center.
The Budweiser Events Center generated nearly $400,000 profit
heading into its 10th year of operation.
Net Income
Audiences were privy to new material from the
"That's the America I live in” Tour only weeks
before it debuted on HBO .
Event Mix
The Budweiser Events
Center’s New Year’s Eve
Extreme Rodeo voted a
Top 10 family event in
the nation by USA Today!
January 11, 2013
The Sponsorship Department brought in over $1,235,000 of revenue for 2012 from notable local and national businesses.
Looking Forward: 2013 at The Ranch
2013 promises to be a milestone year at The Ranch our campus’ 10 year anniversary
celebration and 365 days of premier entertainment and events for Northern Colorado.
A Summer kickoff staple, Good Guys Car Show will return to The Ranch for it’s
8th consecutive year. Over 2,000 Hot Rods, Customs, Classics, Muscle Cars and
Trucks through 1972 will be onsite in addition to the AutoTrader Classics Cars 4
Sale Corral, commercial vendors and live entertainment.
The USA Pro Challenge, also known as America’s Race, is an annual multi-day professional road
cycling stage race that first took place in Colorado in 2011. The race is marked especially by the
incredible altitudes (over 12,000-feet), spectacular Colorado Rocky Mountain scenery and over
one million annual fans along the route.
For the first time ever local Northern Colorado businesses, communities and cyclists are working
together to host the sixth stage of the race that will showcase Loveland, Windsor, Estes Park and
Fort Collins. The Ranch will host the Stage 6 Start Village, providing local cycling enthusiasts an
up close and personal race experience. Mark your calendars for August 24, 2013 for the largest
international event to take place in Northern Colorado!
To commemorate the 10thanniversary of opening doors, Budweiser Events Center is bringing back
the very first act that played in the Budweiser Events Center on the campus of The Ranch; Bill
Cosby, on Saturday, September 14th. Cosby, one of America’s most beloved comedians of all
time, will also be celebrating 50 years in show business during his 2013 performance in Loveland.
Administrative Offices
5280 Arena Circle, Suite 100
Loveland, CO 80538
Phone (970) 619-4000
Fax (970) 619-4001
Office Hours
8:00 a.m. - 4:30 p.m.
Monday - Friday
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TREVENTSCOMPLEX.COM
The Ranch Departments
Ovations Food Services
5290 Arena Circle / Loveland, CO 80538
970-619-4055
Budweiser Events Center
Global Spectrum
5290 Arena Circle / Loveland, CO 80538
970-619-4001
Larimer County Fair & Rodeo
5280 Arena Circle / Loveland, CO 80538
970-619-4000
ENGINEERING
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