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Home My WebLink About1989-05-02 Support Documentation Town Council Work Sessiontf VAIL TOWN COUNCIL WORK SESSION TUESDAY, MAY 2, 1989 2:00 p.m. AGENDA 1. Discussion of Land Swap Proposal with Vail Valley Consolidated Water Districts - Old Town Shops in exchange for two surplus Water District parcels. Z. Report on Revegetation Proposal for Donovan Park 3.. Report on Discussion of a Joint Regional Information Center with Minturn, Avon and the U.S. Forest Service 4. Information Update _ 5. Other ~~i~ o ~. VAIL TOWN COUNCIL WORK SESSION TUESDAY, MAY 2, 1989 2:00 p.m. EXPANDED AGENDA 2:00 1. Discussion of Land Swap Proposal with Vail Valley Kent Rose Consolidated Water Districts - Old Town Shops in exchange for two surplus Water District parcels Action Requested of Council: Discuss proposal and give direction for staff regarding a contract. Background Rationale: VVCWD is proposing a swap with no restrictions on either side, TOU can possibly build a structure over the sewer plant at TOV cost, TOV can continue to use Old Town Shop Building at no cost until construction beginson sewer plant. Kent Rose will fill in the Council on the proposal. 2:30 2. Report on Revegetation Proposal for Donovan Park Rick Pylman 2:40 3. Report on Discussion of a Joint Regional Information Kent Rose Center with Minturn, Avon an the U.S. Forest Service 2:50 4. Information Update Ron Phillips 3:00 5. Other C MINUTES VAIL VALLEY MARKETING BOARD Thursday, April 6, 1989 7:30 a.m., Town of Vail ATTENDEES: Committee Members Alan Aarons Mike Beckley Jerry Davis Frank Johnson Kent Myers Kevin Payne Jan Strauch Alternate Members Tom Britz Others Sylvia Blount Mike Cacioppo Rob Levine Mike Robinson Charles Wick ABSENT: None Minutes of March 30 were approved with minor corrections and after clarification for Jan Strauch. Jan said he was concerned, after missing the last meeting, that there was a change of direction as to the use of an advertising agency. After discussion, it was wrapped up by Kent Myers who clarified that the RFP will_be used to finalize the Marketing Plan, that an ad agency will be used for creative purposes, and other purposes which the Board may deem appropriate. Jan also questioned his role now on the Advertising/P.R. Committee and in particular his continued involvement with the RFP's. Kent said he felt the committees need reorganization and that Jan's role with the RFP's will continue as before, working with the RFP Committee to whittle them down to a workable number for Board review. It was also agreed upon to send a letter to the Vail Council regarding their concerns with the question of who will be responsible for the "call-to-action" as was brought up at the Vail Council meeting on the 4th of April. BILLBOARD It was motioned by Kevin Payne and seconded by Jerry Davis to SUBLET THE BILLBOARD AT I-70 AND COLFAX FOR THE FIVE MONTH PERIOD OF MAY 1 THROUGH SEPTEMBER 30. All members voted yes. COMMITTEE REPORTS Advertising/Public Relations Alan Aarons presented a preliminary budget prepared by the Advertising/Public Relations Committee. Prepared were the proposed budget allocations for 1989 and 1990 (attached). c (~ Kevin said the proposals for the photo production and library will be coming to Charlie by 4/14/89. Special Events Mike brought a budget proposal to the Board and requested dollars to be approved for the production of a weekly master schedule of special events. Kevin motioned and Jerry seconded the motion to approve $2,400 FOR THE PRODUCTION OF THE WEEKLY MASTER CALENDAR AND $200 FOR SET UP. All members voted yes. Mike Beckley said he has already, thirough the organization of this Board, facilitated relationships between groups/organizations for various special events. Mike also said that ANSCO (no full name provided) is developing a plan to bring trains from Canon City to Minturn yet this summer. K.T. Gazunis is working on it and the VRA is also involved. Kevin said that the Special Events Committee be established to serve as a clearing house for special events in the Vail Valley and published as such so there will be coordination with scheduling. A press release will be written for this by Pat Peeples. The Master Calendar will also have this noted (printed) on it. SALES PROMOTIONS Jerry Davis presented!~a advertise via radio~t~e asked the. Board if he s Kevin motioned and Mike MORE INFORMATION TO SEE MADE AT THIS TIME. All proposal by the Colorado Broadcasters Association to Vail Valley. (Letter is attached to these minutes.) Jerry could pursue this concept and if so, that a motion be made. Beckley seco~~nn ed the motion TO PURSUE THIS IDEA AND FIND OUT WHICH RADIO'f~S~ATIONS WOULD PARTICIPATE, WITH NO COMMITMENTS members voted yes . The Sales Promotions Committee submitted their proposed budget for the summer of 1989 (attached)_ There was some discussion at this point as to how we address the advertising/marketing opportunities which come up before a plan is in place. It was the Board's general consensus THAT 1~HEY NEED TO LOOK AT THESE OPPORTUNITIES AS THEY COME UP WITH THE KNOWLEDGE THAT UNTIL THE PLAN IS DEVELOPED, SOME OF THESE MAY BE MISSED, BUT THAT AFTER THE PLAN IS DEVELOPED, THEY WILL START TO FALL INTO PLACE. The Marketing Plan is to be done near the 24th of this month. Jerry said a major issue the Board needs to decide is WHO ARE WE GOING TO IMPACT THIS YEAR AND NEXT YEAR. Proposed "call-to-action" response mechanism criteria was also brought forth by the Sales Promotions Committee. (These are attached.) Kent asked for a motion to adopt thE~se criteria. Frank Johnson made the motion with Jerry Davis seconding the motion THAT THE REVISED CRITERIA TO THE "CALL-TO-ACTION" RESPONSE MECHANISMS BE ADOPTED. All members voted yes. Alan said the Great Vail Valley brochure needs to be created as the second call-to-action is to have a brochure which sells Vail. That the first call-to-action fields the calls, but: the second call-to-action is what sells. -2- a It was decided to have a generic but specific Vail Valley brochure created by next summer. Minutes Approved At this time, the commitment and resources demand was discussed in order for an entity to serve as an effective call-to-action. The VRA will make a proposal at the Board meeting on 4/13/89 in Avon. FINANCE No report. Meeting was adjourned. /7 n / ' ~ /Gr Motion- Second ~„'~ / "` i ~~~ ~~ ~ C a6.r~rrian Dates -3- z ~lA%I, `IALLEY MARRETII~TG BOARD ADVERTISING COMMITTEE Proposed Budget Allocations, 1989-1990 1989 1990 TOTAL FUATDS AVA%%,AB%E (100%)* $600,000 $-m=-®®- % MED%~, (Consuffier Space/Time)e A. Outdoor (.04%) - 10 units** @ $2,500/unit 25,000 50,000 B. Radio (.10) - available pack- ages and deals 60,000 72,000 C. Newspaper (.20) syndicated pack- ages; "SUNDAY'1, "PARADE", etc. 120,000 180,000 D. Magazine (.06) special interest; airlines, travel, etc. 35,000 52,500 TOTAL, MEDIA (.40%) $240,000 $354,500 I% COIY~lEA1T%OP1S/PZEET%1VGS S A. Direct Mail (.01) $ 5,000 $ 6,000 B. Print (.035) 20,000 30,000 C. Trade Shows (.025) - co-op w/VRA, VA, etc. 15,000 30,000 D. Entertaining (.04) - direct sales, seminars, etc. 25,000 50,000 TOTAL, CONVENTIONS/MTGS. (.11%) $ 65,000 $116,000 %%% SPEC%AI° EVEkVTS o A. Allocated funds for use (.035) $ 20,000 $ 30,000 TOTAL, SPECIAL EVENTS (.035%) $ 20,000 $ 30,000 %~1 COLLATERPiI, TER%AI~S e A. Printing (.10) $ 60,000 $ 30,000 B. Other Costs (.025) 15,000 10,000 TOTAL, COLLATERAL (.125%) $ 75,000 $ 40,000 (continued) { VVNTB - 2. IV CREATIVE AND PRODUCTION: A. Fees, and admini- stration*** (.12) B. Production costs (time costs; keylining, copywriting and supervision) - (.10) C. Production costs (typogo- raphy, photostats, mat- erials and supplies) - (.025) D. Photography (custom and stock) - (.0175) E. Miscellaneous expenses (n/a) TOTAL, CREATIVE & PROD. (.26) $82,000 $110,000 68,000 15,000 99,000 18,000 10,000 10,000 1,000 1,000 $176,000 $238,000 TOTAL, ALL EXPENDITURES (.96%) _ $576,000 $778,500 ADD - CONTINGENCY FUND (.04%) $ 24,000 $ 21,500 TOTAL, EXPENSES AND CONTINGENCY (100%) $600,000 $800,000 NOTES: *1 unit of Outdoor is equal to 1 Outdoor Board @ 1 month's rental fee. **(00%'s) illustrated represent 1989 figures only. ***VVMB payout is significantly offset by the return to the budget of approximately $35,000 in earned commissions.. ` Marketing Committee Minutes of April 5, 1989 Sales/Sales Promo Subcommittee Present: Jerry Davis, Frank Johnson, Sylvia Blount 1) Reviewed Colorado Broadcasters Association proposal for leveraged radio/TV advertising for summer '89. Recommend that board implement as part of summer campaign. 2) Reviewed revised proposed budget - Recommend that board adopt these expenditures as guidelines for agency to use in preparing their plan. 3) Reviewed revised criteria for "call to action". Recommend that board adopt these criteria and that interested parties be interviewed at 4/13 meeting with decision made at that meeting. C Colorado [3roadcasters Association t660 Lincoln ~ Suite 2202 ~ Denver, CO 80264 ~ (303) 894-0911 3/31/89 The Vail Valley Marketing Board P.O. Box 5559 Avon, CO. 81620 Ladies & Gentlemen: Mr. Jerry Davis, General Manager of KZYR-FM in Avon, and a member of the Colorado Broadcasters Association Board of Directors, spoke with me a couple of weeks ago regarding trying to set up a program to "sell" the Vail Valley in the summer. I believe that our organization, The Colorado Broadcasters Association, would me most interested in pursuing this goal, Mr, Davis and I explored the possibility of offering Vail Valley advertising to our member stations boosting and promoting all of the outstanding summertime activities that take place in the Vail Valley, The CBA currently has 130 active radio and television station members (membership list attached), a I would envision the program operating in the following manners 1, The proposal would call for the expenditure of $100,000 dollars with the CBA, a. The CBA would keep $10,000 dollars b. The rest of the $90,000 would be spent with our participating member stations on an equitable basis using population and market size to make these allocations. 2, Prior to entering into this agreement, the CBA would ask all member stations whether or not they would be willing to participate. We would then be able to tell you up front which stations would participate so you will be able to make an informed decision about your participation. 3. Bach station would have to guarantee that they would run these spots on a 2 for 1 basis or perhaps even a ~i&.5~for 1 ratio. This would guarantee the Vail Valley Mar eting Board between $200,000 and $250,000 worth of solid commercial advertising on both radio and television throughout the state of Colorado. Page 2, Vail Valley Marketing Board 4. All commercials would be aired by CBA member stations in the proper day-part ratio's. 5. Vail Valley Marketing Board would send to the CBA all of the necessary radio and television spots for distribution by the CBA. 6. The CBA would act as i:he Agency and place the orders and handle all of the paperwork and submit a report to the Vail Valley Marketing Board upon completion of the project. As the Executive Director of the Colorado Broadcasters Association, it is one of my many duties to encourage the spending of advertising dollars in all of our local markets. I believe that such a program would be most beneficial to tourism efforts in the Vail Valley while spending advertising dollars with broadcasters throughout the state suffering through a very difficult economy. The Colorado Broadcasters Association is, itself, a big booster of the summertime activities in the Vail Valley. We have held our annual summer convention at Vail four times in the past seven years, and are scheduled to return once again in 1990. s ~ I would be most interested in discussing further any interest you may have in our proposal. I look forward to hearing from you at your earliest convenience. Sincerely, ~v'~~ Cliff Dodge Executive Director Colorado Broadcasters Association ./ ACTIVE MEMBERS AS OF March 14, 1989 - 130 KASF-FM-ED Alamosa KBCO-AM/FM Boulder KBCR/KSBT Steamboat Springs KRXY-AM/FM Denver KBOL-AM Boulder KRYT-AM/FM Pueblo KBPI-AM/FM KBXG-AM Denver KSIR-AM Estes Park KBZZ/KBLJ Denver KSLV-AM/FM Monte Vista KCDC-FM-ED La Junta KSNO-AM/FM Aspen KCFR-FM-ED Longmont KSPK-FM Walsenburg KCME-FM-ED Denver Manitou Springs KSTC/KNNG KUBC/KKXK Sterling/ KCOL/KIMN KCRT- Fort Collins KUNC-FM-ED Montrose Greeley AM/FM KCSJ/KUSN Trinidad KURA-FM Ouray KDEN-AM Pueblo KUVO-FM-ED Denver KDTA-AM Denver KYLE-FM / Gunnison KDUR-FM-ED Delta Durango KVNF-FM-ED K Paonia KDZA/KATM Pueblo VOD-FM KVRH-AM/FM Denver Salid KEKB-FM KEPC-FM-ED Fruita KWS-AM a Greeley KEXO/KKLY Colorado Springs KWBI-FM°ED Morrison SF Grand Junction KWSB-FM-ED `/ Gunnisont~ KFMU/FM Greeley Oak Creek KWYD-AM/FM a Security KGIW/KALQ Alamosa KXKL-AM/FM Denver KGRE-AM Greeley KYBG/KZRZ K Denv/Cast,Rock KGUC-AM/FM Gunnison YGO-AM/FM Denver KNOW/KSYY Denver KYSL-FM Frisco KHTH-AM Dillon KZYR-FM Avon ° KIIX/KTCL Fort Collins KIUP/KRSJ Durango KJCO-FM Yuma KKGZ/KKDD KKMX-AM/FM Brush KBDI-TV Denver KLMO-AM Hayden Longmont KCNC-TV Denver KLMR/KSEC Lamar KJCT-TV Grand Junction KLZ/KAZY Denver KKTV-TV Colo, Springs KMJI/KRZN Denver KMGH-TV Denver KMTS/KGLN Glenwood Springs KOAA-TV KRDO-TV CS/Pueblo KMVP-AM KNAB-AM/FM Commerce Cit Y B KREG-TV Colo Springs Glenwood Spgs KOA/KOAQ urlington Denver KREX-TV , Grand Junction KOSI/KEZW Denver KREY-TV Montrose KPOF-AM Denver KREZ-TV Durango KQIL/KQIX Grand Junction KRMA-TV Denver KQKS-FM Longmont KTSC-TV Pueblo KRAI-AM/FM Craig KTVS-TV Sterling KRDO-AM/FM Colorado Springs KUBD-TV K Denver KRDZ-AM/FM Wray USA-TV Denver KRLN-AM/FM Canon City KWGN-TV Denver KRTZ-FM Cortez a Proposed Budget - Summer '89 Marketing Program Submitted by Sales/Salespromotion Subcommittee April 5, 1989 Consumer I. Billboard - 4 statewide at $2500 for 6 months (can sublet in Denver. Other sites in prominent vacation destinations) $60,000 II. TV/Radio - Imagebuilding with tag to sell packages, activities (we will leverage Colorado into 2 for 1) $100,000 Package giveaways in markets where radio is running: 50 - 2 nite stays $5,000 III. Print - event oriented 1/2 page ads - Denver, Colorado Springs, other tourist destinations - July, August, September $30,000 IV. Brochure reprint distribution - service to supplement $3,000 roadside pickup locations already supplied by VRA (reprint 20,OOO.at .33~) $6,600 V. Video - 5-8 minute sales piece - visitor centers on entry to state $10,000 VI. Direct Mail - supplementary to VRA's mailing from Co. Tourism Board mailing list - 50,000 pieces $18,000 Total Consumer $232,600 Group Meetings I. Print - Meeting planner publications Colorado/resort features and supplements 15 ads at $5000 $85,000 II. Collateral -.Conference/Convention Brochure allowing for interchangeable inserts (10,000 x $2.50 each & 5000 x $2.50 each) $37,500 III. Trade.Shows - 5-10 Additional Trade Shows (Exhibit space only) $10,000 Total Group $132,500 Grand Total $365,100 REVISED CRITERIA "CALL TO ACTION" RESPONSE MECHANISM - 4/5/89 1. Answer all calls within 4 rings and provide enough staffing to reduce hold time to 3 minutes or less. 2. Provide accurate up to date information on airline schedules, activities, tickets, ground transfers and a wide variety of lodging alternatives. 3. Fulfill requests for written information on the above including the Vail Valley Marketing brochure. 4. 8e capable of actually booking reservations for all activities outlined in #2 above for individual traveler. 5. Be operational by June 1, 1989, open 7 days per week and staffed from 7-6 weekdays and 8-5 weekends (hours may vary after demand studies). 6. Be capable of tracking and reporting (monthly) both internal statistics (hold time, average length of call, etc.) as well as geographic origins, reason for call (info. booking, etc.). 7. Fulfill travel agents and group sales requests as well as general consumer. 8. Provider to staffing, equipment, overhead expenses at no cost to marketing board. If all of the above criteria can be satisfied, we should only then consider a reimbursement to the marketing fund based on number of reservations taken. ¢ l MINUTES VAIL VALLEY MARKETING BOARD Thursday, April 13, 1989 7:30 a.m., Town of Avon ATTENDEES: Committee Members Alan Aarons Mike Beckley Jerry Davis Frank Johnson Kent Myers Jan Strauch Alternate Members None Others Sylvia Blount Rob Levine Mike Robinson Charles Wick ABSENT: Tom Britz Kevin Payne RFP's Jan Strauch briefed the Board on the responses to the RFP. Jan said he felt these are at least 5 excellent proposals in a broad sense. Jan said he felt the good ones have a balanced approach to our marketing efforts. Jan said all have different creative strategies and all top 5 say billboards are important. Jan said the Board needs to talk about creative aspects and visualize this area as all creative plans are all different. The Board needs to ask these questions when reviewing the proposals: 1. Is this a proposal I'd like to hear in person? 2. Is this a lukewarm proposal? 3. Is this one to eliminate? At this time, the Board members stated what they felt the role of an individual agency should be. Jerry: Need a mix. Jerry said he wants the money to go the farthest it can. If an agency can be found who can give us a good value for our money, then he would like them do all of it. Jerry said we are at a point to make some decisions and if we hire an agency we should find one to mirror our values whose fees are reasonable, then we should go with them. Alan: Not one of the proposals told us something we did not already know and the size of the proposal is directly related to the size of the computer. Alan said he felt there was very little down home proposals who he felt should lead us down the road we want to go. Alan said there are many opinions, but none are of substance and not one that grabbed a message for our problems. The bottom line is the creative; what we put in front of the public, and none of the proposals submitted had creative that stood out. Our job is to position Vail not just spend $600,000. Need: An agency for production capability An agency for copy ~~ An agency for media An agency for some of the creative The best thing this Board could is is hire a consultant to work with the Board and the agency. Frank: We as the Board need to maintain control. Their purpose in responding to the proposals was to sell us - not sell Vail. Frank said several of the agencies that called him wanted to know if there was one person they would be working with. Frank said they would have to collect the Board's ideas. Frank said there were 4 or 5 proposals which are worth pursuing. Mike Beckley: He said he feels the Board should review the RFP's, interview 2 or 3, and use an agency for a large part of it and the Board should monitor them. Jan: Jan said we should hire talent to help us. We cannot turn an agency loose. Need to act as a partnership with an agency. Jan said a consultant should not be hired for the Board. Jan said he leans toward agencies that are complete, i.e., a major agency. Jan said we should be very tight with an agency and lord over them with a stick. Kent: Consensus - The Board wants control. - Do not want a commitment at this time. - Size of an agency is relevant to a point. - Agency will execute the creative. - Agency will do the production. - Agency will do media placement. - Chemistry of an agency with the Board is important. (an agency's personality) Interview top 3 to 4 agencies on: Wednesday, April 26th, 9:00 a.m.-4:00 p.m. Avon Town Council Chambers (changed to Town of Vail Municipal Building) - Schenkein - Brock Cook - Patrick Thomas & Associates Creative: Need to position Vail from an image standpoint, but we do not want to exclude anyone. Jan: Our job is not to sell Vail cheap, but our job is to create the image. - Alpine European Village (climate] - Friendly - Family Oriented Kent: - Active lifestyles - Easy Access - Quality Cultural - Recreation Activities VRA VRA's capability for "call-to-action." 800 number - 1-800-525-3875 -2- b Rob Levine stated the VRA has met all the criteria of operation, for 25 years and are a break even operation. VRA has virtually unanimous lodging membership in the Vail Valley. VRA takes reservations for lodging and all other activities. Letter of Agreement - outline relationship The Board and the VRA agreed to work out a "letter of agreement" outlining the proposed relationship between the Board and the VRA for the VRA's "call-to-action." The letter of agreement will pertain to the "call-to-action" criteria as set forth by the Board with possible exceptions. The Board and VRA discussed the issue of URA, if they had the "call-to-action", of providing dollars to pay for the brochures which will be sent out because of increased incoming calls generated by the summer marketing program. Some members of the Marketing Board contended that because of the new business and revenue that comes into the VRA because of their having the "call-to-action" that they should use that revenue to produce the brochure. VRA contended that the production of the brochure is the Marketing Board's responsibility as they created the business and the production of the brochures necessitated by the increased business is a cost of the marketing program. This issue was not resolved. However, URA said that net increased revenues to VRA generated by summer marketing would all be put back into advertising. Some Board members said with this guarantee this issue can be worked out. Minutes Approved FINANCE Charlie handed out the April 13 revenue and expenditure update for the Business License Fund. Meeting adjourned at 11:30 a.m. .~ Motion r Sec nd ~ L~ ~ ~ G Thai man Dat i -3- April 25, 1989 Mr. Rondall V. Phillips Town Manager 75 South Frontage Rd. Vail, CO 81657 Dear Mr. Phil We are very appreciative of the Vail Town Council's endorsement of Colorado's bid for the 1998 Winter Olympics. Your support helps demonstrate to the US Olympic Committee the breadth of enthusiasm that Coloradans feel for the Olympics. It is endorsements like yours, and those of business organizations, city councils, county commissions, and doaens of other associations throughout Colorado that will make the case that public opinion remains very positive. They reinforce a statewide survey conducted last October which showed that 60 percent of Coloradans favor having the Olympics here, and only 18 percent were opposed. We make our formal presentation to the US Olympic Committee June 4. It will be a great boost to go into that session with such a strong show of support. Thank you again for your enthusiasm and interest. Sincerely, ~i~J' Mary Pat Wilson Deputy Director MPW/sk ~° d~ a~ te., O ale a.~.c ~...,,.r ~,.,..~ ~ ~..,R~- INTER GAMES C®MMIT`I'E 3~0 Il~l~a ~~ee~, quite 4280 ~ ®ende~°, ~® 80202 ®303-892-380 l~f~~: k~ltoa~/ga~ton/kenc9al I ~~ I) ~r~.~ r'~/ f ~~ ~ ~~ April 18, 1989 real estate sales and development ~'~'~1'JrP APR z 0 996~~ Mr. Richard Duran, Fire Chief Vail Fire Department Town of Vail 42 West Meadow Drive Vail, Colorado 81657 Dear Dick: Pursuant to our conversation this afternoon, I am writing to you regarding your Animal Control Officer, Ms. Laura Paxton, I have had the opportunity to be involved with Laura on three separate occasions within the past few months, and each time she has been extremely, courteous and helpful. In addition, Laura has gone beyond the normal call of duty to assist me on each of these occasions. Dick, I would appreciate your conveying my thanks and appreciation to Laura. Sincerely, AKJ/meb Arthur Kelton, Jr. 288 BRIDGE STREET, VAIL, COLORADO 81657 • TELEPHONE (303) 476-2466 ~ fail '~~ 19l~ine eCard~n April 26, 1989 Town Council TOWN OF VAIL 75 S. Frontage Road West Vail, CO 81657 Dear Council Memberst RECD APR 2 8 198Q Thank you on behalf of our Board for granting our request for capital funds to be used for construction of The Betty Ford Alpine Gardens. We feel that the Gardens will be a significant economic asset to the Town when they are finished, and we are very pleased to have your support. I hope you will visit the garden and watch its development during the spring and early summer. We plan to dedicate the Gardens on August 11 with a special community celebration. With our thanks, Helen S. Fritch President of the Board 183 GORE CREEK DRIVE VAIL, COLORADO 81657 303-476-0103