HomeMy WebLinkAbout2012-14 Adopting the TOV Strategic Plan 2012-2022 and Work Plan 2012-2013RESOLUTION NO. 14
Series of 2012
A RESOLUTION ADOPTING THE TOWN OF VAIL STRATEGIC PLAN 2012-
2022 AND WORK PLAN 2012 -2013; AND SETTING FORTH DETAILS IN
REGARD THERETO.
WHEREAS, the Town of Vail (the "Town "), in the County of Eagle and State of
Colorado is a home rule municipal corporation duly organized and existing under the
laws of the State of Colorado and the Town Charter (the "Charter");
WHEREAS, the members of the Town Council of the Town (the "Council ") have
been duly elected and qualified;
WHEREAS, the Council and Town staff developed the Town of Vail Strategic
Plan 2012 — 2022 and Work Plan 2012 — 2013 ( "Plans ") to improve economic health of
Vail, while being fiscally responsible; focus on health and well being as the third
component of a vital economy and increase international tourism; and
WHEREAS, the Council has determined that the passage of this resolution
preserves the public property, health, welfare, peace and safety of the Town of Vail, and
the amendments set forth in this ordinance are in the best interest of the Town, its
guests and its inhabitants.
NOW THEREFORE, BE IT RESOLVED BY THE TOWN COUNCIL OF THE
TOWN OF VAIL, COLORADO THAT:
Section 1. The Council hereby approves the Town of Vail Strategic Plan
2012 -2022 and Work Plan 2012 -2013 on behalf of the Town in substantially the same
form as attached hereto as Exhibit A and in a form approved by the Town Attorney.
Section 2. This Resolution shall take effect immediately upon its passage.
INTRODUCED, PASSED AND ADOPTED at a regular meeting of the Town
Council of the Town of Vail held this 20 day of March, 2012.
Andrew P. Daly
Town Mayor
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Off'• -.
�rel Donald on,
own Clerk '
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Resolution No. 14, Series 2012
EXHIBIT A
TOWN OF VAIL STRATEGIC PLAN 2012 -2022 AND WORK PLAN 2012 -2013
Resolution No. 14, Series 2012
TOWN OF VAIL'
Revisions Highlighted in Yellovii
STRATEGIC PLAN 2012 - 2029
WORK PLAN 2012 -2013
Presented March 6, 2012
Revised March 20, 201 A
Vision
To be the Premier International Mountain Resort Community!
Our Mission
Grow a vibrant, diverse economy and community, providing our citizens and guests with
exceptional services and an abundance of recreational, cultural and educational
opportunities.
Our Values
Respect, Trust, Integrity, Innovation, Collaboration, Environmental Stewardship.
Our Commitment
To provide vision, leadership, efficiency, transparency, accountability and fiscal
responsibility.
Note: Changes made by Council during their 2012 retreat are highlighted in italics.
Key Goals
• Improve Economic Vitality
• Grow a Balanced Community
• Improve the Quality of the Experience
• Develop Future Leadership
Goal: Improve Economic Vitality
Improve the economic health of Vail, while being fiscally responsible. Focus on health
and well being as the third component of a vital economy. Increase international
tourism.
2012 — 2013 Action Steps — Improve Economic Vitality
A. Embrace an international focus in our destination strategy including international
marketing collaboration between Vail Local Marketing District, Vail Mountain
Marketing and Colorado State Office of Economic Development and International
Trade as well as events that attract international audiences through the
Commission on Special Events, Vail Local Marketing District and Vail Town
Council.
Project Leader: Kelli McDonald
Key Milestones:
Q1 - 4 2012 Mexico and South American media and influencer visits
familiarization trips and marketing materials. ONGOING
2012: 25+ trip
2013: 30+ trip
Q1 2012 AIPP and the Mexican Consulate bring art exhibits from Mexico to
Vail; exhibit at the Sebastian starts March 16.
Q2 - 4 2012 Have a seat at the table for the Regional Partnership Strategy
Development from the Colorado State Office of Economic
Development and International Trade.
Q1 2012 Provide funding for events to appeal to international audiences.
B. Participate in development of an international terminal at Eagle Airport.
Project Leader: Margaret Rogers, Council Representative
Key Milestones:
Q1 - 4 2012 Have a seat at the table for the Eagle Airport Master Planning
process; collaborate with Eagle County Commissioners and the
Economic Council of Eagle County on this initiative.
Note: May require additional resources.
C. Utilize Vail Mountain Marketing's database on international guests through
agreement with Vail Local Marketing District to message to those guests through
email 6 times per year to drive visitation: Additional efforts will occur through
public relations articles and stories; print advertising and a dedicated web site]
Project Leader: Kelli McDonald
Key Milestones:
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Q2 2012 First flight of email messaging, print ads and public relations
Q3 2012 Second flight of email messaging, print ads and public relations]
D. Develop an economic diversity strategy to include health and well - being.
Project Leader:
Key Milestones:
Kelli McDonald
Q1 — 4 2012 VLMD adopts health and well -being as a strategic pillar —
ONGOING.
Q1 — 4 2012 Recruiting efforts to bring more medical meetings — ONGOING.
Q 2 - 3 2012 VEAC roundtable discussion on topic with presentation to Town
Council.
E. Develop an economic development strategy to encourage small businesses td
remain and to locate in Vai4
Project Leader: Kelli McDonald and Community Development
Key Milestones:
Q2 — 3 2012 VEAC roundtable discussion on topic with presentation to Town
Council. ( Kelli)
Q2 — 3 2012 Collaboration with the Economic Council of Eagle County,
NWCCOG Economic Development District and Colorado State
Office of Economic Development and International Trade. ( Kelli)
Q2 — 3 2012 Determine current commercial square footage, vacancy rate,
assess zoning and regulations to ensure we're getting what we
want and assess if and how we want to grow. Update Land Used
Plan if necessary (Community Development)
F. Grow quality group busineses (increase groups that support local businesses)
through continued efforts of VLMD and Vail Valley Partnership to recruit groups
to host their events, conferences and tournaments in Vail.
Project Leader:
Key Milestones:
Kelli McDonald
Q1 - 4 2012 Measure results in terms of number of groups as well as room
nights and dollars in contracted revenue.
2011: 9,200 room nights; $1,652,000 lodging revenues
2012 projected: 9,400 room nights; $1,950,000 lodging revenues
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2013 projected: 9,500 room nights; $2,050,000 lodging revenuO
G. Be proactive in securing event partnerships and ensure we receive appropriate
recognition for our support.
Project Leader:
Key Milestones:
Kelli McDonald
Q1 2012 Recruit new events and event promoters in 2012 — ONGOING.
Q1 2012 Town Manager sends letter to USA Pro Cycling Challenge
requesting a meeting with Shawn Hunter in an attempt to bring the
event back to Vail — COMPLETE.
Q2 — 4 2012 Meetings scheduled with identified local and regional entities who
could be partners in the effort to recruit world -class events to Vail.
Q2 — 4 2012 Ensure that recognition of Vail is increased for support of 2019
World Championships — ONGOING
H. Improve the regulatory environment for doing business in Vail and consider
incentives that might promote short -term redevelopment to bring in new busines$
(e.g., periodically review development approaches with policy objectives to
ensure consistency with redevelopment strategy) including sign regulations,
displays, design review process, fire code inspectiono and e- commerce for
building department payments.
Project Leader:
Key milestones:
George Ruther
Q2 2012 Convene work session with Council to discuss redevelopment
incentives and policy objectives optionO
Q2 2012 Review sign regulations, outdoor display policies and developmenj,
review processes and convene joint worksession meeting witty
Councit, PEC and DRO
Q3 2012 VEAC roundtable discussion on existing regulation]
Q4 2012 Review and adoption of 2012 International Building Code (IBC)
I. Improve the regulatory environment for doing business in Vail for event
producers including special event permitting process, vendor permits and liquor
permits.
Project Leader: Pam Brandmeyer and Kelli McDonald
Key milestones:
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Q1 - 4 2012 Formation of the Event Review Committee (ERC), with
representatives from each town department, has provided
seamless implementation of challenging special events, e.g.,
ProCycling Challenge, Divas, Teva Summer and Winter Games,
etc., as well as setting the stage for upcoming major 2012 events,
e.g., Gran Fondo, Tour of Vail, etc. In 2011, ERC processed 90
special events licenses. ONGOING (Pam)
Q2 2012 CSE roundtable discussion with event promoters to discuss existing
regulations and policies (Kell!)
Q3 2012 Schedule work session discussion with Council ( Kelli and Pam)
J. Improve the regulatory environment for doing business in Vail for new and
existing businesses
Project Leader. George Ruther, Kelli McDonald
Key Milestones(
Q3 2012 VEAC roundtable discussion on existing regulations and taxi
policle4
Q4 2012 Identify options for simplifying workflow, map. the exisfing proceso
to identify redundancies and inefficiencies, and develop strategiq
plan for implementafioo
Q3 2012 Schedule work session discussion with Council: to discuss policy
direction and establish a schedule for adopting and implemenfind
amendments
K. Redevelop the municipal site including the medical office building which will
improve economic vitality by expanding the footprint of the clinic and by
redeveloping TOV assets, which may include the Vail Village Inn Phase
commercial space, the Main Vail fire station, etc.1 to house staff temporarily in
these buildings, then creating additional office space once the muni building is
complete.
Project Leader:
Key Milestones:
George Ruther
Q1 2012
Sign Memorandum of Understanding — COMPLETE.
Q1 2012
Award TOV contracts for architect and project management —
COMPLETE.
Q3 2012
Complete entitlement process.
Q4 2012
Obtain final CDOT approvals.
Q2 2013
Relocate TOV offices.
Q2 2013
Break ground.
Q1 2015
Complete project.
L. Accelerate implementation of a financial system to coincide with the demolition of
the existing municipal building which houses the system hardware. The timing of
this project is tied to the ability to exit the muni building. The project also
supports economic development through improved ability to provide information
and supports an improved customer service through e- commerce.
Project Leaders: Kathleen Halloran and Mike Richards
Key Milestones:
Q1 2012 Evaluate systems.
Q2 2012 Award contract and begin phased implementation.
Q1 2013 Complete implementation of all critical modules prior to relocation
of TOV offices.
M. Complete "Conference Center Funds" projects: the clubhouse at Vail golf and
Nordic center; Ford Park athletic fields; and Ford amphitheater improvements.
These projects are designed to increase our ability to add room nights such as
the event space at the golf clubhouse and the athletic fields as well as provide a
better overall experience by upping the bar with regards to the condition of all
facilities.
Project Leader: Greg Hall, Todd Oppenheimer and team e.g. VVF, VRD
Key Milestones:
Q4 2012 Begin construction of Ford Park athletic fields.
Q1 2013 Begin construction of clubhouse.
Q2 2013 Begin construction of Ford amphitheater improvements.
N. Program and manage the new Lionshead Welcome Center community space.
Project Leader:
Key Milestones:
Pam Brandmeyer
Q1 2012 Use RFP process to select individual or group to program and
manage the facility — COMPLETE.
Q1 2012 Sign management contract; determine pricing; operational
guidelines and policy including free and discounted events.
Q2 2012 Begin having paid events.
Q2 2013 Complete one -year review and make adjustments if necessary.
O. Partner with Vail Resorts to provide a 50 anniversary celebration.
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Project Leaders: Kelli McDonald and Suzanne Silverthorn
Key Milestones:
Q1 2012
Funding of $250,000 approved for 2012 — COMPLETE.
Q2 2012
Presentation to Town Council on timeline and activities.
Q3 2012
Launch of celebration with Pioneer Days.
Q4 2012
Anniversary celebration with Snow Daze, Holidaze and Gala.
P. Partner with the Vail Valley Foundation to present the 2015 championships and
Nations Ski race in Vail.
Project Leaders: Susie Tjossem, Stan Zemler and Dwight Henninger
Key Milestones:
Q2 2012 Host emergency preparedness exercises in coordination
with Town's exercise program that develop our awareness.
Q1 2013 Finalize legacy actions and plans for the Town.
Q4 2013 Activate coordinated plans during the December 7 -8, 14 -15, 2013
Test Events.
Q1-4 2012 -14 Active participation on the Organizing Committee.
Beyond 2013 — Improve Economic Vitality
A. Embrace an international focus in our destination strategy. to include United
Kingdom, Australia and Asian markets.
B. Evaluate signage for an appropriate mix of languages.
C. Maintain /enhance international relationships.
D. Cultivate international city relationships: Look to international partners for best
practices and potential inroads to new markets regarding international resort
tourism.
E. Develop and promote TOV endowment fund: Explore /establish additional ways
for gifting to TOV programs and events through endowments, bequests, and
other charitable gifting arrangements.
Goal: Grow a Balanced Community
Attract professionals and families back into the Vail community)
2012 — 2013 Action Steps — Grow a Balanced Community
A. Assess current demographic mix vs. desired demographic mix using most
current census and Eagle County documents.
Project Leader: Community Development
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Key Milestones:
Q3 2012 Complete assessment
B. Explore the future of Red Sandstone Elementary School (RSES).
Project Leader: Town Council and Town Manager
Key Milestones:
Q1 2012 Town Council and staff worked with the Eagle County School Board
to keep RSES open and operating. - COMPLETE
Q3 2012 Work session to understand current policies of school board and
develop Council objectives for RSES, e.g., which grades may bd
best served
Q4 2012 Schedule meeting with school district to map out future of RSES
C. Assure affordable work force housing remains at Timber Ridge
Project Leaders:
Key Milestones:
TRAHC Board
Q2 2012 Resolve non - compliance issues on financing with US Bank.
Q2 2012 Prepare five -year operating plan and revenue strategy.
Q2 2012 Develop a revised capital improvement plan.
Q4 2012 Complete first year capital improvements per plan.
D. Complete comprehensive renovation of Vail Public Library including new
technology center for patrons and technological improvements to the community
room. This will provide locals as well as guests with enhanced technology
resources and will allow the library to increase usage of its community room and
expand upon programming for all age groups.
Project Leader: Lori A. Barnes and team
Key Milestones:
Q1 2012 Contract award for construction.
Q4 2012 Project complete.
Beyond 2013 — Grow a Balanced Community
A. Explore amenities that will influence the desired demographic (identified in the
above analysis) to live in Vail to potentially include a "gathering /community
center" among other amenities. An October 2008 asset inventory study was
completed by the Vail Local Marketing District Advisory Council and Town
Council gave direction to update and expand the study, which was completed in
May 2011. A copy of that study can be presented to Town Council for further
review. Update the study to include 2012 construction project4A
B. Review Chamonix configuration to attract the desired demographic.
C. Explore adapting the buy- down /mortgage assistance program to achieve this
goal.
Goal: Improve the Quality of the Experience
Improve the Vail experience for all guests and further set Vail apart from its competition.
2012 — 2013 Action Steps — Improve the Quality of the Experience
A. Integrate VLMDAC information with capital plan.
Project Leaders: Kelli McDonald and Kathleen Halloran
Key Milestones:
Q1 2012 VLMDAC memo will be presented to Council March 20, 2012.
Q3 2012 2013 budget discussions include consideration of VLMDAC input.
B. Partner with Vail Resorts on cutting -edge technology (e.g., way finding, wi -fi,
social media, apps).
Project Leaders: Suzanne Silverthorn, Greg Hall, Kelli McDonald, Ron Braden
Key Milestones:
Q2 2012 Formalize a structure for collaboration and set goals.
Q3 2012 Develop a list of shared actions.
C. Focus on resort size and resort appropriate environmental programs.
Project Leader: Kristen Bertuglia
Vail Recycles! Vail Village and Lionshead Recycling Program
Key Milestones:
Z
Q1 2012 Conduct waste study and survey to establish waste diversion
baseline: Survey businesses as to current practices and attitudes,
challenges, barriers with respect to waste diversion, how the Town
can help. Establish waste diversion baseline by random selection
sort sampling of business trash.
Q2 2012 Compile results, hold stakeholder meeting with waste haulers,
businesses, and develop recommendations.
Q2 2012 Complete final report. Present results to Town Council, obtain
direction as to appropriate recycling incentive program (e.g.
ordinance updates, grants or incentives, additional services, etc.)
Q3 2012 Implement Vail Recycles! Program for Vail Village and Lionshead
Water Quality Public Education Program
Key Milestones:
Q1 2012 Interview Americorp Environmental Stewardship program
candidates and select summer intern in order to assist in the
development of a public education campaign that raises community
awareness about the individual potential to positively
impact water quality, including establishing current practices for
private property pine beetle spraying.
Q2 2012 Summer intern kickoff meeting - Based on the Boulder Keep It
Clean Program, intern will develop door hangers and educational
material for East Vail residents. Target 500 contacts made.
Q3 2012 Working with staff, intern will provide web content using graphic
materials to educate the public on water quality issues.
Organize Gore Creek walking tours at Bighorn Park.
Presentations /demonstrations will provide a hands -on learning
experience for residents and guests: ecosystem ecology, wildlife
and aquatic insects, proper riparian area buffers, maintenance,
lawn care, etc. July Working with staff, intern will help organize a
Gore Creek stream bank restoration project with resident
volunteers to prevent erosion impairment in previously identified
target areas.
Sustainable Building Initiative (SBI) - Currently underway, the objective of the SBI
is to develop and implement a green building points system, incentivize
sustainable building practices through carrot rather than stick approach,
education and outreach. Ensure this initiative improves the ability for doing
business in ValtJ
Key Milestones:
Q1 2012 Conduct 3 SBI Committee meetings to determine point items in
categories not yet addressed (energy, materials and reuse,
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quality control, and innovation).
Q2 2012 Present each category to the Planning and Environmental
Commission (PEC).
Q2 2012 SBI meeting to discuss incentives.
Final revisions and public comment period.
Final draft presented to PEC.
Q3 2012 Final draft presented to Town Council.
Test drive SBI in- house; work with select project to ensure smooth
implementation.
Q4 2012 First and second readings of ordinance to adopt SBI. (Nov -Dec,
along with 2012 building code adoption hearing).
Begin snowmelt offset program discussion, solicit for addition SBI
Committee members.
Organize public presentation of existing snowmelt offset programs
at Donovan Pavilion - CORE and ECOBuild, Telluride.
Present snowmelt offset program discussion, decide if Vail will
move forward in pursuing offset program for the Town
D. Review and enhance our "connectivity" plan including a comprehensive signing
and wayfinding program.
Project Leaders: Greg Hall, Suzanne Silverthorn
Key Milestones:
Q1 2012 Town Council Approval of Wayfinding Principles.
Q3 2012 Program design and approval.
Q4 2014 A three year phased Installation with final completion before -
2015 World Alpine Championships.
E. ;Review and enhance our "connectivity" plan with a focus on hiking, walking
wandering and lingeringi
Project Leaders: Public Works Project Staff
Key Milestones:
Q3 2012 Work with CDOT on the overlay of the Vail Pass recreation trail.
Q3 2012 Completion of the bike lanes on the frontage road to East Vail.
Q4 2012 Complete Lionshead streetscape projects - East Lionshead Circld
and Concert Hall Plazal
Q4 2012 Include public rest moms in a remodel of Main Vail Fire Housa.
Q4 2012 Reconstruct the Matterhorn Bridge with sidewalkO.
Q2 2013 Sun Dial Plaza.
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Q2 2013 Identify key missing links in "connections" determine obstacles and
costs to complete the links and prioritize the connections for
implementation, including trailheadsl
Q4 2013 Rebrand the Village information center to a Welcome Center similar
to Lionshead in addition provide public restrooms and an upgrade
in keeping with Vail's renaissance.
F. Improve the quality and convenience of parking and transportation.
Project Leaders: Greg Hall and Mike Rose
Key Milestones:
Q2 2012 Council work session to: provide background; identify steps already
taken; and determine policyl
Q2 2012 Consider engaging a consultant to assist with finalization of the
strategic parking plan, including system efficiencies
Q2 2012 Begin a three year program to meet the CDOT requirements to
ensure use of the frontage roads for various parking as previously
directed by the Town Council.
Q3 2012 Continue to refine and enhance the summer special event express
bus.
Q3 2013 Review parking operations and equipment for implementation of
new system and processes.
G. Complete park and recreation projects which enhance the experience.
Project Leaders: Public Works Project Staff
Q2 2012 Complete the Red Sandstone Park.
Q2 2012 Begin the work to allow the completion of the Bald Mountain
Neighborhood Berm.
H. Finish installation and activate improved guest service programming in
Lionshead Welcome Center (virtual concierge, media wall, events info).
Project Leaders: Tom Kassmel, Greg Hall, Ron Braden, Suzanne Silverthorn
Key Milestones:
Q1 2012 Technology installation.
Q2 2012 Visitor Center Staff Relocation.
Q2 2012 Grand Opening.
TBA Demolition of Lionshead Visitor Center /Frontage Road.
I. Identify management structure for enhanced guest services programming to
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Include operation of Vail Village /Lionshead Welcome Centers and community
host program.
Project Leaders: Suzanne Silverthorn, John Power
Key Milestones:
Q2 2012 Identify Council policies and programming
Q2 2012 Issue RFP.
Q3 2012 Selection.
Q4 2012 Implementation.
J. Develop an enhanced cellular (4G) and Wi -Fi network.
Project Leaders: Ron Braden
Key Milestones:
Q1 2012
Contract Negotiations / Approval.
Q1 2012
Carrier Commitment.
Q1 2012
CenturyLink exit agreement.
Q1 2012
Fiber Resource Allocation.
Q2 2012
Approvals and Permits.
Q2 2012
Begin Build Out.
Q3 — 4 2012
Launch system operations.
K. Gore Creek Environmental Programs
Project Leader: Bill Carlson and Kristin Bertulia
Key Milestones:
Q1 2012 Continue to support stream tract enforcements to address
remaining properties with encroachments.
Work with the Eagle River Water and Sanitation District and the
Urban Runoff Group to complete the Water Quality Improvement
Plan (WQIP) for Gore Creek and the Eagle River.
Q2 2012 Ensure that all Town outfalls and sediment catch basins are
maintained.
Identify Best Management Practices (BMPs) projects that have an
immediate effect on Gore Creek Water quality (i.e., additional catch
basins /filters, stream bank restoration and stabilization projects,
etc.)
Q3 2012 Install identified BMPs, coordinate stream bank restoration projects.
Present WQIP to Town Council.
Q4 2012 Stream Bank restoration projects installed — willow plantings.
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Beyond 2013: Enhance the Experience
A. Begin long -range planning to reduce the impact of 1 -70. Note: The intent was not
beginning near -term action, but more to keep this important subject on the radar
screen.
Goal: Develop Future Leadership
Look toward the next generation of community leaders.
2012 — 2013 Action Steps — Develop Future Leadership
A. Schedule a Town Council work session to assess Vail's current leadership an4
identify a desired vision for the future including benchmarks, where possible
Project Leader: Stan Zemler
Key Milestones: Q3 2012
B. Sponsor series of focus group meetings with target demographic segmentsi
including second homeowners, to identify challenges, opportunities ano
suggestions to elevate civic leaderships
Project Leader: Suzanne Silverthorn
Key Milestones: Q3 2012
C. Develop recommendations on model /approaches that will result in developing
future leaders in the TOV considering: John Horn -Kates Vail Leadership Institute
Model, Boulder Leadership Model, Leadership Forums by Vail Homeowners
Association and Vail Symposium; engagement ideas,
orientation /education /outreach; and Vail 20120.
Project Leader: Mark Miller, Suzanne Silverthorn
Key Milestones:
Q4 2019, Evaluate existing leadership programs and best practices
with presentation of research summary this summer.
Other Initiatives
These are projects already underway that may not fit precisely into Council's four key
goals.
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2012 — 2013 Action Steps — Other Initiatives
A. Budget/Financial — Continue to provide a high level of services in a fiscally
responsible manner.
Project Leaders: Directors and all departments
Key Milestones:
Q2 2012 2012 annual audit presented to Council
Q4 2012 2013 annual budget adopted by Council
B. Laserfiche — Finish implementation of document imaging program and scanning
of historical documents throughout the organization.
Project Leader: Ron Braden
Key Milestones:
Q4 2012 Provide customer access to public documents.
Q1 2013 Complete scanning of permanent files in Community Development
and Administration to avoid temporary relocation.
C. 2012 Community Survey
Project Leader: Suzanne Silverthorn
Key Milestones:
Q1 2012 Town Council approval of survey questions.
Q2 2012 Survey in the field.
Q3 2012 Presentation of results.
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