HomeMy WebLinkAbout15. 2017 CSE Funding VLMDAC-Council Presentation_11-02-20162017 Special Event Allocations-Strategic Overview
Commission on Special Events
November 17, 2016
COMMISSION ON SPECIAL EVENTS
Mark Gordon
Vice Chair, Commission on Special Events
2 Town of Vail | Commission on Special Events | 11/17/2016
CSE Purpose
The purpose of the Commission on Special Events
is to develop and deliver a calendar of events that
accomplish the following objectives:
1.Align events with the Vail Brand: Like Nothing on
Earth
2.Drive Positive Economic Impact
- occupancy
- sales tax
- group business
- return guests
3. Generate funding leverage
4. Attract destination guests; from out of state,
international and in-state, who book overnight
rooms
5. Oversee an optimal event calendar
6. Achieve a superior community and guest
experience: Net Promoter Score
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CSE Strategic Plan
•Special events contribute to guest satisfaction,
increased spending and sense of community.
•Event funding decisions will be made in alignment
with the strategies supported by the Vail Local
Marketing District (VLMD).
•Cooperation and communication with other
community organizations are essential to the success
of the CSE’s program.
•Events that receive funding from the CSE must be
compatible with the Vail Brand and be of a quality
commensurate with Vail’s image as a world-class
resort.
•The use of measurable criteria in event selection,
funding and evaluation is critical to ensuring progress.
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2016 CSE Successes
•Based on independent third-party survey data, the 2016 to date total direct economic impact is $24
million on an investment of $829,000 for the Community, Recreation and Cultural category.
•Collaborated with VLMDAC to clearly identify lodging occupancy need times and recommended event
types for 2017 planning.
•Added question to RFP about environmentally sustainable event practices.
•Received 14 new event applications, 12 in the Community, Recreation and Cultural category and 2 in
the Education and Enrichment category.
•Worked with staff and finance to identify in-kind request values for overall calculation during event
funding decisions.
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Town of Vail | Commission on Special Events | 11/17/2016
2017 Newly Funded Events
•Community, Recreation & Cultural Events
1.Melee in the Mountains Roller Derby Tournament – April 29 @ Dobson
Arena:The 10th Mountain Roller Dolls, as Women's Flat Track Derby Association
members, promote and foster the sport of women's flat track roller derby by
facilitating the development of athletic ability, sportswomanship and goodwill
among member leagues.
2.Vail Craft Beer Classic – June 16-18 in Vail Village: High end beer tasting
including several smaller events. Bringing in beer experts from all over Colorado
and beyond for 3 days of exceptional events.
3.Prep Baseball Reports West Championships – July 20-23 @ Ford Park:
Baseball tournament hosting 35+ teams, marketed internationally in Asia.
4.Crazy Mountain Brewery’s Ed Fest – August 26 @ Gerald Ford Amphitheatre:
Ed Fest is a celebration of the artistic expression of craft beer, food and music.
6 Town of Vail | Commission on Special Events | 11/17/2016
2017 Newly Funded Events (continued)
5.Taste of Vail South American Fall Wine Tasting – September 21-24 in Vail
Village: Festival with focus on South American wines with seminars, outdoor
tastings, wine pop-ups in restaurants, artistic programs and music.
6.Slow Fashion Vail – September 23-24 in Vail Village/Gore Creek Drive:
Showcase Vail’s commitment to sustainable fashion, featuring workshops focused
on eco-conscious lifestyle, fashion, self-care and fashion show as well as co-
promotional efforts with local retailers
•Education & Enrichment Events/Programs
•Community Art Events for the Town of Vail – January 1-December 31 @
various locations: Events will engage the Town of Vail guests and residents by
providing an educational, hands on, visual arts experiences
7 Town of Vail | Commission on Special Events | 11/17/2016
2017 CSE & Event Strategies
•Growth of successful existing events.
•Optimize event calendar management aligned with
opportunity and resource balance.
•Continue commitment to fund independent, 3rd party
surveys for designated events. 2017 will be the 3rd
year for collecting event survey data.
•Implement online RFP process for 2018, saving
significant paper and time.
•Evolution of online permit tool for greater efficiency
and streamlined communication for internal teams
and event producers.
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QUESTIONS? THANK YOU