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HomeMy WebLinkAbout10. Laura VEAC PPT_02_14_2017 FINALSpecial Events Overview 1 Town of Vail | VEAC | 2/14/17 Alison Wadey Kim Newbury-Rediker Rayla Kundolf Members Commission on Special Events Board Laura Waniuk Event Liaison Specialist Office of Economic Development 2 Town of Vail | VEAC | 2/14/17 Commission on Special Events Formation & Function • Formed in 2002 • 7 member citizen board appointed by Vail Town Council • 2 Year Terms • Tasked with delivering year-round diverse events calendar compatible with “Vail Brand” • No events are produced by Town of Vail – event producers utilized • Events are funded by business license fees and general fund dollars 3 Town of Vail | VEAC | 2/14/17 Special Events Mission The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special Events Plan which ensures world class events that are fully aligned with Vail’s brand. The CSE will effectively and efficiently allocate available budget behind this objective. The Events Plan will deliver measureable results in terms of specific goals: economic impact, optimization of the event calendar, positive community experience and integration, as well as positive guest-centric results that lead to future loyalty. 4 Town of Vail | VEAC | 2/14/17 Vail America Days 5 Town of Vail | VEAC | 2/14/17 Special Events Objectives & Funding Criteria Develop and deliver a calendar of events that accomplish the following: 1.Align events with the Vail Brand: Like Nothing on Earth 2.Drive Positive Economic Impact occupancy - sales tax - group business 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 7. Leverage media exposure and sponsorship 8. Utilize qualified event producers 9 Town of Vail | VEAC | 2/14/17 Special Events Staffing & Support Town of Vail Office of Economic Development • Economic Development Manager – FTE • Special Events Coordinator – FTE • Events Liaison Specialist – FTE Implementation & Permitting • Agreements written to distribute funds in payments triggered by specific actions • Provide marketing guidance and approval process • Encourage “activation” in community • Weekly event review by Event Review Committee (ERC) includes reps from police, fire, public works, sales tax, environmental health, transit and town manager’s office Follow up • Debrief at ERC after major events to discuss & evaluate operational elements 6 Town of Vail | VEAC | 2/14/17 GoPro Mountain Games 2016 CSE Successes • Based on independent third-party survey data, the 2016 total direct economic impact is $53.2 million on an investment of $1.96 million for all event categories, Education & Enrichment, Community, Recreation & Cultural and Council funded. • 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. 9 Town of Vail | VEAC | 2/14/17 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. 10 Town of Vail | VEAC | 2/14/17 8 Town of Vail | VEAC | 2/14/17 Vail Kids Adventure Games 10 Town of Vail | VEAC | 2/14/17 2017 Events Budget Type # of Events Amount Council Funded 6 $815K CSE – Community, Recreational & Cultural 31 $837.3K CSE- Education & Enrichment 8 $151.5K CSE – Fireworks (America Days & Holidaze) 2 $52K CSE – Admin (Surveys+) 25 $56.4K Total: $1.91 Million 2017 Newly Funded Events Community, Recreation & Cultural Events 1.Vail Yeti Hockey - January-December @ Dobson Arena: The Vail Yeti are a semi- pro hockey club competing in the Mountain West Hockey League. The popular entertainment of the Yeti games draws families, locals and tourists. The Yeti host visiting teams from the Front Range, Mountain Region and also Arizona, Philadelphia, Idaho and Chicago. 2.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. 3.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. 13 Town of Vail | VEAC | 2/14/17 2017 Newly Funded Events (continued) 5.Prep Baseball Reports West Championships – July 20-23 @ Ford Park: Baseball tournament hosting 35+ teams, marketed internationally in Asia. 6.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. 7.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 14 Town of Vail | VEAC | 2/14/17 8 Town of Vail | VEAC | 2/14/17 Bravo! Vail 15 Town of Vail | VEAC | 2/14/17 2017 Returning Signature Events • Burton US Open Snowboarding Championships • GoPro Mountain Games • Bravo! Vail • Vail Dance Festival • Vail Jazz Festival • Vail Farmers’ Market & Art Show In addition, many favorite sports tournaments, festivals, culinary and music events are returning for another season. 16 Town of Vail | VEAC | 2/14/17 Event Surveys 2016 Work Program 18 Town of Vail | VEAC | 2/14/17 • Measure visitor profile, attendance & economic impact at 34 TOV-funded events • Summarize event results in “dashboard” format • Key research tools: Attendee surveys (intercept and/or post-trip): Standardized metrics: visitor type, attendee origin, lodging type and location, likelihood to recommend event, household income, etc. Attendee counts (ticketed counts and/or manual “live” counts): Standardized estimates of “attendee-days” Economic impact: Incremental spending in TOV Incremental sales and lodging tax in TOV ROI (impacts vs. funding): Economic Impact & Tax Payback Ratios Visitor Profile, Attendance and Economic Impact of 2016 Special Events 19 Town of Vail | VEAC | 2/14/17 Intercept Survey Example ECONOMIC IMPACT: Definition ECONOMIC IMPACT, i.e. Incremental spending in TOV. Formula: Event attendance x Per capita daily spending of event attendees in TOV x Ratio of days in Vail to days attended event(1, except for overnight visitors staying in TOV) x Importance of event in driving decision to visit TOV (0-100%) = Total economic impact in TOV 20 Town of Vail | VEAC | 2/14/17 Visitor Profile, Attendance and Economic Impact of 2016 Special Events 20 Dashboard Example Net Promoter Score 22 Town of Vail | VEAC | 2/14/17 Summary of 2016 Special Events Results Economic Impact 23 Town of Vail | VEAC | 2/14/17 Summary of 2016 Special Events Results *Note: Jazz economic impact is for the Jazz Party only (other Jazz events excluded). Holidaze impact is for Dec. 18 only. Economic Impact Payback Ratio (economic impact / TOV funding received) 24 Town of Vail | VEAC | 2/14/17 Summary of 2016 Special Events Results *Note: Jazz payback ratio is artificially small, since it compares the economic impact for the Jazz Party only, to the funding received for all Jazz events. *Holidaze ratio is also artificially small, since it is based on economic impacts for Dec 18 only. Summary of 2016 Economic Impact & Payback Ratios 25 Town of Vail | VEAC | 2/14/17 Summary of 2016 Special Events Results Aggregate results for 33 events tracked in 2016* o $53.2 million direct economic impact o $30 economic impact payback ratio (i.e. $30 in incremental economic impact per dollar of TOV event funding) o $1.08 tax payback ratio (i.e. $1.08 in incremental TOV & VLMD sales taxes per dollar of TOV event funding) • *Note: Several events that took place in Vail were not included in this study and are excluded from the 2016 economic impact total, e.g. Vail America Days, Vail Restaurant Week, & Top Shelf Harvest. • *Note: The economic impact associated with Vail Jazz is limited to the Vail Jazz Party (other Jazz events excluded). The impact for Holidaze is for Dec. 18 only. Other Benefits of Special Events 26 Town of Vail | VEAC | 2/14/17 • While our estimates help estimate direct visitor economic impact of events, there are many other benefits of special events that make them valuable to Vail: • Economic impacts associated with event production • Secondary or “multiplier” economic impacts • Enhanced guest satisfaction (positive word of mouth, town reputation, repeat visitation) • Marketing exposure • Media / PR exposure • Reinforce and shape town brand • Maintain/increase competitiveness of Vail as compared to other mountain resorts and destinations • Community quality of life benefits Visitor Profile, Attendance and Economic Impact of 2016 Special Events 26 Town of Vail | VEAC | 2/14/17 2017 Event Surveys Total Surveys: 25 Intercept: 9 Post-trip/Web Surveys: 16 Town of Vail | VEAC | 2/14/17 QUESTIONS THANK YOU