HomeMy WebLinkAbout1994-11-01 Support Documentation Town Council Work Session
VAIL TOVVN COUNCIL
WORK SESSION
UUEJDANy NOtlEAtl1BER 1, 1994
2°00 P.M. BN TO!! COUNCIL CHa41VIBERS
AGENDA
1. TCI Franchise Discussion.
2. Vail Valley Marketing Board - Discussion of Marketing/Special Events/ I nformatio n
Services.
3. Eagle County Board of Commissioners - General Matters.
4. Golf Course Bus Senrice.
5. Information Update.
6. Council Reports.
7. Other.
_ 8. Executive Session - Personnel Matters.
9. Adjournment.
N0TE 49PCOAlIINC IVIEETING START T@MES BELOW:
(ALL TIMES ARE APPROXIMATE AND SUBJECT TO CHANGE)
YHE RlEXT !/A9L TOW6V COUNCIL REGULAR WORIC SESSI0N
WOLL. BE OR1 T9JESDAV, 19/8/94, BEGIPINING AY 2:00 P.M. IN TOV COUNCIL CHAMBERS.
YHE FOLLOlR/BR1C bAIL TOWN COUNCIL FiEGl3LAR VIIORK SESSIOM
lINILL BE OOl1 TUESDAY, 91/95/94, BEGIIVNING AT 2:00 P.M. IIV TOV COUNCIL CHAl1ABERS.
YHE NEkY NAIL TOWIV COUNCIL REGULAR EVENIFIG MEE7'IIdG
lNILL BE OR1 TIDESDAY, 91/95/94, BEGINNING AT 7:30 P.M. IN TOb COUNCIL CHAMBERS.
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C:VIGENDA.WS2
VAIL TOVVN COUNCIL
WORK SESSI~~
TUESD.4Y, NOVEMBER 9, 1994
2:00 P.M. IIV TOV COUNCIL CHAMBERS
EXPAnIDED e4GE1VDA
2:00 P.M. l. TCI Franchise Discussion.
Tom Moorhead
2:30 P.M. 2. Vail Valley Marketing Board - Discussion of Marketing/Special
Frank Johnson Events/Information Services.
3:00 P.M. 3. Eagle County Board of Commissioners - General Matters.
Eagle County Commissioners
Jack Lewis
4:00 P.M. 4. Golf Course Bus Service.
Larry Grafel
Mike Rose
4:15 P.M. 5. Information Update.
4:25 P.M. 6. Council Reports.
4:35 P.M. 7. Other.
4:45 P.M. 8. Executive Session - Personnel Matters.
5:00 P.M. 9. Adjournment.
hUOTE UPCOi1AlIVC 1111EETING STe4RT T9MES BELOW:
(ALL TIMES ARE APPROXIMATE AND SUBJECT TO CHANGE)
0 0 • • 0 * 0
THE NEX7 VAIL TOWN COUNCIL REGULAfi WORK SESSION
!A/ILL BE ON ?UESDArV, 11/8/94, BEGINMING AT 2:00 P.M. IN TOV COUNCIL CHAMBERS.
YF9E FOLLOIA/IIVG VA?IL TOWN COUNCIL REGULAR WORK SESSION
lNILL BE 0N TUESDAY, 11/15/94, BEGIIVNING AT 2:00 P.M. IN TOV COUNCIL CHAflABERS.
T'HE NEXT VAIL TOWfV COUNCIL REGULAR EVENITIG NiEETING
liVIL.L BE ON TUESDAV, 11/15/94, BEGINNING AT 7:30 P.M. IIV TOV COUNCIL CHAMBERS.
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C:VIGENDA.WSE
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TOWN OF VAII, MARIICE'I'ING E,XPEIVDI'I'URES
(Excluding Vael Vafl9ey Foeandation, Bravo, and Other Group "Contrebutions")
1992 1993 1994
Bus. License Fee 350,000 350,000 350,000
General Fund 160,500 171,500 149,500 -
Contributions
50,000 VVF Champ. Training
40,000 Summer Airline Program
50,000 Festival of Lights
3,000 Sister City - Vail Nite
3,000 Sister City Program °
3.500 Bike Maps
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Special Events Contract 60,000 57,000 56,000
Street Entertainment 37,338 37,300 40,000
Fireworks 14,700 14,000 14,000
Special Events Contingency 14,900 20,000
Ride the Rockies 14,384
Info. Centers 117,735 121,814 135,000
Total 740,163 780,898 764,500
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FOCRJS ll'OR AIl1JG 9'A1L VA1LLTiY9S Il' UIl aJdiH'i
, ReV1S10[1 2
October 31, 1994
[n numerous conversations and discussion with various organizations and business Ieaders in the
past 3 years, it has become apparent that the future growth (and the effective management of that
growth) of the Vail Valley, will depend on the coordinated, focused efforts of those entities in
the 90's and beyond. While the Valley has great resources in its population and the
organizations which have arisen to represent them, we have yet to develop the blend of goals,
resources, and planning necessary to become most effective in providing for our long term economic well being.
The challenge rests with the business community to develop this synergistic approach to
analyzing where our greatest potential for managed growth and stability lies, developing the
resource planning to enable us to eliminate the needless duplication caused by "turf protection," ;
and execute programs focused to this end.
An initial joint planning process has occurred with the Vail Town Government and Vail
Associates looking at future development on Vail Mountain and the attendant challenges to the infrastructure, quality of life, etc. Joint planning sessions have also begun between the VVTCB
and ABCRA Boards, and discussions have been held with members of the Vail Valley marketing
Board to determine the best structure to prioritize marketing resources and execute targeted
programs. It is suggested that this approach be broadened to include the totality of organizations
representing business groups and the additional municipal entities developing and managing the
services and infrastructure. In addition, it is suggested that the process be institutionalized to
provide for on going communication between all the participants with the result being a dynamic,
living mechanism for implementation of change.
We have developed a structure for leadership in focusing on common interests and goals related
to marketing the Vail Valley, and an organization to execute and measure the plans generated
from this focused effort.
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MISSION
Improve the general welfare of the Business Community of the Vail Valley through the
development and prioritization of resources aimed at the coordination, creation, and
implementation of consumer driven marketing programs in the following specific areas:
Information/Communication
Special Events and Activities
Convention and Meeting Sales
Advertising
Public Relations
Research
These programs will be designed to increase business volume with FIT and Group Markets
during spring, summer, and fall and other traditionaliy "non-peak" business periods where
appropriate.
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ORGANIZATIONAL STRUCTURE
BY FUNCTION Board Central Reservations
Fulfillment
F Citizen Committees
Meeting/Sales/ Special Events/ Marketing/ Infarmation/
Conventions Activities Other Communication
Advertising Dirett Oirect
Mail Sales Attract Advertising Public Research In Out
Guests Relations Valley Market
L Vail Info Centers
Direct [ndirect Tourist and Tourist and
Non-Tourist Non-Tourist
Participation Spettators Media ,
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BOARD YVF, TOV, TOA, ABCRA, BCRC, VA, Business
Community (6), Eagle County, Town of Minturn
Commission on Special Coordinate the implementation & Marketing o¢
Events & Activities Special Events b Activities to attract
(Seven Appointed) increased destination vacationers b support
the positioning of the Vail Valley.
Marketing Develop research, zdvertising, & public
Advisory Commission relation plans to increase destination
(Five Appointed) visitation during non-peak periods.
Finance Committee Assist in development and monitoring of
(Seven Appointed) budget and long range funding alternatives.
Membership Assist in the development and implementation
Advisory Council of member programs.
(Five Appointed)
Lodging Advisory Develop and administer' lodging specific
Council programs such as reservations, rating
(Seven Elected) sysiems, training, etc. .
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DEPARTMEtV'T F[.TNCT~ONS
1. Information/Communication Function
A. IVtission
Collect and distribute accurate timely information on the Vail, BC, Avon
area and its' events and activities and provide a"concierge" type service
for the purpose of converting guest and potential guest inquiry into satisfied
overnight guests.
B. Staffing .
Information Center Supervisor
Information Specialists (4-7 FTE seasonally)
C. Citizen Involvement - A/Iarketing Advisory Council
D. Duties
1. Internal ,
a. Staff guest information centers in
Vail Village, Lionshead, and during seasonally
approved hours.
b. Actively solicit the opportunity to
merchandise tickets to all events -
coordinate ticket sales.
c. Expand lodging sales opportunities
d. Develop improved walking maps for
Vail Village and Lionshead.
e. Coordinate and produce "Specialty"
information pieces.
1. One page golf, tennis, bicycling (mtn.
. and road), hiking, walking tours,
camping, jeep trails, snowshoe trails,
etc. in multiple language format.
2. Front desk reference guide
for hotels/lodges.
3. Events Calendar -Summer/Winter
4. Weekly events/activities calendar
f. Distribute weekly events information to all hotels,
lodges, restaurants, and other "gathering" places.
g. Develop weekly event/activity listing advertising with
local newspapers/radio/TV.
h. Develop pocket size collateral with events/activity
information'and reference. . ~
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i. Coordinate information gathering and dispersion with
Avon Visitor Centers and Beaver Creek Activities
Desk.
j. Provide a high level of service in the information
centers, displaying a"we can help" attitude, and
encouraging, through service, demeanor, and
resources, the conversion of "sightseers" into satisfied
overnight guests.
2. External
a. Implement calendar distribution program in front
range, Colorado Welcome Centers, DC&VB
information centers.
b. In conjunction with VVMB and VA, establish an
impactful community "fulfillment" piece for Winter
and Summer.
c. Process the fulfillment of community
tourist information requests in a
timely fashion to maximize impact on °
the potential customer.
d. Fulfill "economic development" type
inquiries with town and/or county
approved publications.
e. With communications/activities assistant, insure
continuous flow of information to local, regional and
national media regarding events and activities in Vail
and the surrounding communities.
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• II, Special Events/Activities
- A. lYlission
Coordinate the implementation and marketing of high quality special events and
activities in Vail that will support the positioning of the Vail Valley
as a year round resort destination, attract longterm sponsorships, recognize
maximum public relations benefit, and attract increased destination vacationers.
B. Staffing "
Director of Promotions & Communications
Corrimunication/Activities Assistant
C. Citizen Involvement - Commission on Special Events and Activities.
D. Duties
Valleywide Impact
l. Coordinate selection of Commission on Special Events & .
Activities (CSEA) to assure broadest range of ideas and
backgrounds leading to maximum productivity of concepts.
2. Develop with CSEA and WT&CB Board, a strategic
plan to address the use of events and activities to fill gaps in
existing business levels. 3. Develop with CSEA and VVT&CB Board criteria for
application for subsidy for new event developers. 4. Coordinate and implement the twice yearly application for subsidy
program to encourage the development of new longterm events within the guide(ines established in the strategic plan.
5. Encourage and actively explore all avenues for
sponsorship funding with partners consistent with the Vail image.
6. Coordinate quarterly Special Events meetings with all
event producers in Vail/Avon/Beaver Creek area.
7. Coordinate scheduling of activities and events with
other producers valleywide to eliminate duplication
wherever feasible and insure maximum impact.
8. Communicate regularly with Bravo, VVF, VA, BCRC, TOA
regarding their programs and assist in marketing where applicable.
9. Assist in the compilation and dissemination of event/activity
information on a weekly basis.
10. Coordinate the implementation of an expanded Memorial Day
Summer kick off celebration to attract more visitors.
11. Coordinate and develop the Vail Valley Festival of Lights to
maximize the economic impact of the "early ski season" on the
valley.
12. Develop, in concurrence with the CSEA strategic plan, one other
events in 1996 with long range marketing potential.
Vail Specific Impact
1. Schedule and market all street entertainment to maximize impact
in generating tourist response.
2. Coordinate Vail's Fourth of July celebration ~
3. Coordinate and expand the impact of Vails Octoberfest to ~
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encompass a series of events.
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Meeting/Convention Sales Function
A. Mission
Attract high quality meeting and convention groups to the Vail/Avon/Beaver Creek
area, particularly during non-peak business periods.
B. Staffing
VP - Sales & Marketing
4- Directors of Sales (organized by region)
1 - Conference Coordinator/Sales Manager
1 - Administrative Assistant
C. Citizen Involvement - Ivlarketing Advisory Council
Duties !
1. Proactive direct contact with qualified group meeting clients. ,
2. With the Marketing Advisory Council, develop ~
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response generating advertising and direct mail I
campaigns designed to interest the prospective ~
client in the Vail, Avon, Beaver Creek area.
3. Follow up on all sales leads generated by
advertising or direct mail campaigns.
4. Coordinate conference services for multi - '
property groups.
5. Coordinate attendance by member properties at
meeting planner focused trade shows.
6. Organize trade missions to cities with concentration of association
or corporate meeting planners to introduce them to the Vail Valley
as a destination.
7. Develop and produce collateral materials to
assist the meeting planner in choosing the Vail ~
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Valley as their destination. '
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IV. Marketing Function
A. Mission
Develop and implement high quality targeted advertising and public relation
programs based on detailed research to attract increased destination
vacationers during non-peak periods.
B. Staffing -
President
Adrriinistrative Assistant
' Contract agencies for execution
C. Citizen Involvement
Marketing Advisory Council
D. Duties ~
l. Form closer marketing alliance with Vail
Associates to improve communication planning
and execution of marketing programming to
maximize lodging occupancy and expenditure per
guest during ski season. 2. Develop research to determine
a. Who our best potential
guests are for target
periods
b. Most effective/efficient methods of
reaching them
c. IVlost persuasive "arguments"
to convince them to make a
buying decision
3. Measure effectiveness of marketing campaigns
4. Track lodging occupancy/ADR Trends to determine best courses
of action
5. Track sales tax trends to determine best courses of future action to
provide best impact
6. Develop effective advertising and direct mail campaigns to support
the following:
a. Growth of individual destination travel
b. Growth of group/meeting travel
c. Growth of international travel
d. Growth of penetration into travel agent
markets during targeted seasons
7. Leverage marketing dollars and focus Business communities'
advertising efforts through cooperative advertising/direct mail
opportunities in local/regional/and national markets where
appropriate. ~
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8. Develop effective targeted public relations campaign to support the
following:
a. Growth of individual destination travel
b. Growth of group/meeting travel
c. Growth of international travel
d. Growth of penetration into travel agent
' markets during targeted seasons
9. Focus existing PR efforts of individual businesses/products within
the Valley to achieve maximum results in above targeted areas '
10. Provide additional "fam trip" opportunities for writers from targeted ~
publications ~
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MARKETING BUDGET CONSOLIDATION - revised 10/28/94 VLYWIDE A& G MEIViBER INFO/ NffGS/ ADV/PR/
INCOfViE MKTG FUND 10.9°rG PROGRAMS COMMUN EVENTS CONV RESEARCH
AAARKETING PARTNERS ~ FUWDS
TOWN OF VAIL 776925 541125 135000 100000
BEAVER CREEK RESORT 181350 181350
VAIL ASSOCIATES 116025 116025 838500 50000 40000 136477. 617023
BUSINESS CORflRAURlfTV FAJND
VVT&CB DUES 145000 20000 36000 54000 35000
GROUP COMMISSIONS/MISC 344025 20000 324025
CENTRAL RES COIJTRIBUTION - WT&CE 165000 125000 40000
COOP REVENUE - NET 117850 36116 21159 50000 • 10575
TOTAL INCOME/EXPENSE 1845375 838500 201116 36000 260159 265000 460502 627598
PROGRAfVI NEEDS 201116 36000 260159 265000 460502 342629 (1994 expend
OVER (UfVDER) 0 0 0 0 0 284969 (new revenue
for 4hese i4en
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MARKETING E3CPENSE BY FUIVCTION
ADNiINISTRATIVE & GENERAL
SVVTB 111870 ,
A & G 89246
Total 201116
MEiVIBER PROGRAMS
SVVTB - Mgr/Mbr Prog 34700
Member Programs (net) 1300
Total 36000
INFORMATIOfV/CONIMUNICATIOIV SlNTB 130359
Fulfiliment 94000
Destination 70000
VC IViisc 10500
VVT&CV 13500
Event/Activity Local Ads 27300
Printing/Maps 10000
Operating Expense 16500
278159
Income Offset -18000
Total 260159
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6 'SPECIAL EVENTS/ACTI!lITIES SV1~fB (Director & Assistant) 75500
Office Cost 5000
Sales Expense 7500
Total 88000
Vail Specific Programs
Street Entertainment 40000
July Fourth 35000
Fireworks 15000
Subsidy 20000
Octoberfest/Fall Fesfival 15000
Subsidy
Festival of Lights 12000
Tree Lighting
Total 102000
Valley-V1/ide Programs
Festival of Lights 35000
Camival 10000
IViarketing 25000
Memorial Day Kickoff 20000
Seed fVloney
Summer/Fall Event 20000
Seed Money
75000
Total 265000
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MEETING/CON!lENTION SALES SUVTB 253982
Direct Operating Expenses 65715
Advertising 58200
Direct Niail 24000 Telemarketing/Front Range 12000
Travel/Trade Shows 31105
Fams/Receptions 10000
Entertainment 5500
Total 460502
AD!lERTISIN G/PUBLIC RELATIONS/RESEARCH/OTHER (1994 expenditures)
Destination Advertising 133000
Front Range Advertising 6000
Public Relations 54000
Research 39500
Photog raphy 12000
Produ cti on/C on tract 89127
IVliscellaneous 9000
Total 342627
1995 BUDGET 627598
ADDITIOIVAL ADVERTISI(VG/PR DOLLARS 284969
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ti)S I I~-k~
GOLF COURSE '
PEAK WITJTER
TIMESt # OF PEOPLE CARRIED COST
8e30AM-10e30AM 65,000 $10,642o00/$Oe16 -
4 t OOPAZ- 6 e OOPM
NON-PEAK 6dIATTER
18,HOURS OF 30
MIATUTE'SERVICE 9,529 $47,892v00/$5v03
. SUMMER AnTD OFF-
SEASOAT 12.064 $11.466o00[$Oo95
86,593 $70,000v00