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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. • ~ • • • ~ • 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. • ~ • • • • • C:VIGENDA.WSE 1 I 6ti: Ws it-i W4-&. # 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 i 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 i ~ ~ , 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. , ~ fl 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. 1 . 2 ~ 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 , 3 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. . 4 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. . ~ 5 ~ 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. ~ 6 ~ • 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 ~ , encompass a series of events. 7 ~ 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 ~ i 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 ~ 1 Valley as their destination. ' 8 e y 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. ~ a 9 { a ' 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 ~ i 10 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 ' : 11 , a ~ 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 's r , , 12 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 ~ , . f 13 • P C Q 1 ' 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 ; i 14 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