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Home My WebLink About2018-08-27 Agenda and Supporting Documentation Town Council Special Meeting AgendaVAIL TOWN COUNCIL SPECIAL MEETING AGENDA Grand View at the Lionshead Transportation Center 9:00 AM, August 27, 2018 TOWN Of 4IAJt Notes: Times of items are approximate, subject to change, and cannot be relied upon to determine what time Council will consider an item. Public comment on work session item may be solicited by the Town Council. 1. MEETING RETREAT FOR VAIL TOWN COUNCIL AND VAIL MOUNTAIN EXECUTIVES 2. CaII to Order by the Mayor 3. Introductions 3.1. Introductions and Opening Remarks 10 min. Presenter(s): Greg Clifton, Town Manager, Kristin Kenney Williams, Vail Mountain Action Requested of Council: Introductions will occur of the meeting facilitator, Karah, Maloley, and Vail Town Council and Vail Mountain Executive team. Background: A few minutes will be spent with introductions of the participants as well as a brief summary of how the retreat planning came to fruition with the special council meeting. 4. Presentations / Discussion 4.1. Define the "Vail Guest Experience, Winter" Presenter(s): Vail Mountain Executives Action Requested of Council: Discussion about defining the "guest experience, winter" with an emphasis on how to create a "seamless Vail guest experience" and how the town and Vail Mountain can work collaboratively to create the environment that supports the experience. Background: Discussion points: • Where does the "guest experience" begin and end? • What is our shared vision of the guest experience? What are the components that make-up the guest experience? • Define the long term goals and objectives that would support the shared vision of the guest experience? • Determine "action steps" that would support and enhance the guest experience. • How is success measured? 90 min. 4.2. Vail Chamber and Business Association's Report on Community Hospitality 30 min. Program - Strategy and Tactics Presenter(s): Alison Wadey, Executive Director, VCBA Action Requested of Council: Information and discussion topic. August 27, 2018 - Page 1 of 21 Background: The Vail Chamber & Business Association has been asked to present their report on a proposed "Vail Community Hospitality Program" with information about their proposed "strategy and tactics'. The program would help to create a consistent and aligned program for employees of Vail Mountain, Town of Vail and Vail businesses. 4.3. Break (10 min.) 10 min. 4.4. Discussion of Economic Development Initiatives for the Town of Vail 60 min. Presenter(s): Mia Vlaar, Economic Development Director Background: Discussion about economic development initiatives with input about some of the following: • How can the Town partner with Vail Mountain to improve and enhance economic vitality through Programming? • How do we collaborate for a more cohesive, proactive and planful approach to economic initiatives? • What can we create to provide a more balanced economy on a year round basis? The discussion will include special event planning, low demand period programming and group sales. Discuss the development of the civic area plan as it relates to opportunities for economic development. Discussion about the Vail Economic Advisory Council and its roll in strategic direction for these initiatives. 4.5. Recap and Next Steps 15 min. Presenter(s): Karah Maloley, Facilitator 5. Lunch served at 12:30 p.m. 6. Adjournment 6.1. Adjournment at 1:00 p.m. (estimated) Meeting agendas and materials can be accessed prior to meeting day on the Town of Vail website www.vailgov.com. All town council meetings will be streamed live by High Five Access Media and available for public viewing as the meeting is happening. The meeting videos are also posted to High Five Access Media website the week following meeting day, www.highfivemedia.org. Please call 970-479-2136 for additional information. Sign language interpretation is available upon request with 48 hour notification dial 711. August 27, 2018 - Page 2 of 21 TOWN Of 9 VAIL TOWN COUNCIL AGENDA MEMO ITEM/TOPIC: Introductions and Opening Remarks PRESENTER(S): Greg Clifton, Town Manager, Kristin Kenney Williams, Vail Mountain ACTION REQUESTED OF COUNCIL: Introductions will occur of the meeting facilitator, Karah, Maloley, and Vail Town Council and Vail Mountain Executive team. BACKGROUND: A few minutes will be spent with introductions of the participants as well as a brief summary of how the retreat planning came to fruition with the special council meeting. August 27, 2018 - Page 3 of 21 TOWN Of UAIL VAIL TOWN COUNCIL AGENDA MEMO ITEM/TOPIC: Define the "Vail Guest Experience, Winter" PRESENTER(S): Vail Mountain Executives ACTION REQUESTED OF COUNCIL: Discussion about defining the "guest experience, winter" with an emphasis on how to create a "seamless Vail guest experience" and how the town and Vail Mountain can work collaboratively to create the environment that supports the experience. BACKGROUND: Discussion points: • Where does the "guest experience" begin and end? • What is our shared vision of the guest experience? What are the components that make-up the guest experience? • Define the long term goals and objectives that would support the shared vision of the guest experience? • Determine "action steps" that would support and enhance the guest experience. • How is success measured? August 27, 2018 - Page 4 of 21 TOWN Of 9 VAIL TOWN COUNCILAGENDA MEMO ITEM/TOPIC: Vail Chamber and Business Association's Report on Community Hospitality Program - Strategy and Tactics PRESENTER(S): Alison Wadey, Executive Director, VCBA ACTION REQUESTED OF COUNCIL: Information and discussion topic. BACKGROUND: The Vail Chamber & Business Association has been asked to present their report on a proposed "Vail Community Hospitality Program" with information about their proposed "strategy and tactics'. The program would help to create a consistent and aligned program for employees of Vail Mountain, Town of Vail and Vail businesses. ATTACHMENTS: Description VCBA Strategy and Tatics Presentation August 27, 2018 - Page 5 of 21 Vail Community Hospitality Program-VCBA Strategy and Tactics August 27, 2018 - Page 6 of 21 Vision . Create a Community Culture of Mountain Hospitality -Like Nothing on Earth August 27, 2018 - Page 7 of 21 Today's Situation • Today's travelers have more competitive resorts going after our high valued traveler than ever before . Increased pressure from new IKON pass and from new resorts offered on the EPIC pass • Service standards at competing resorts are catching up and in some cases may have surpassed Vail's service standards . NPS scores show opportunity to improve August 27, 2018 - Page 8 of 21 How Did We Get Here? • Perceived loss of value proposition for our guests . Increased property values, room rates and localized accelerated inflation . Time and geography have created varying guest service experiences through the Vail business community • Perceived loss of value proposition for our employees . Housing and economic pressures have reduced employee enthusiasm for delivering extraordinary service . The focus has shifted to driving revenue at the expense of our employee/community culture August 27, 2018 - Page 9 of 21 Goals . Our Goal: To Create a Community Culture of Mountain Hospitality - Like Nothing on Earth . Create a sustainable and consistent component -based service training platform . Create a sustainable employee engagement and retention platform that builds a strong foundation of local culture . This Vail community program will align Vail Mountain, Town of Vail and independent businesses August 27, 2018 - Page 10 of 21 Objectives • Empower employees and businesses to consistently offer premier levels of service and knowledge through our unique brand of Mountain Hospitality once the guest arrives • On -boarding, retention and sharing of valuable and knowledgeable 2nd and 3rd year employees • To instill an employee mantra and foundation of "I am a Vail ambassador no matter where I am" • Create a cohesive guest experience across our community (Mountain and Town) • To re-establish Vail as The Premier Mountain Community we need to offer the best and most creative hospitality in the industry August 27, 2018 - Page 11 of 21 Available Options . Option 1: Continue with the Status Quo . Option 2: Empower our entire workforce to act like a Vail concierge at all touch -points, creating one voice and a more vibrant culture of Mountain Hospitality - Like Nothing on Earth August 27, 2018 - Page 12 of 21 Year 1 • Offer 3 pronged hospitality culture -based training consisting of Mountain and Town knowledge and overall service. • Vail community and cultural tour (Build upon current VCBA programming) • Vail Mountain education and safety training • Classroom and/or web -based motivational/service component/certification ▪ Employee benefit program offered by participating businesses • Offer Recognition/Prizes and Celebrate High Achievers • Season kick off and wrap up events • Integrate program materials into all participating business' training • Utilize Vail Resorts NPS scores to measure service level growth over the winter and VLMD CSI surveys over the summer August 27, 2018 - Page 13 of 21 Year 2 • Utilize Year 1 program alumni to staff wandering "Surprise and Delight" teams, carrying skis and answering questions (Paid or benefited positions) • Portable Information Stations that provide real-time information and that promote Vail as a great place visit and work. Build on Welcome Center efforts by taking the communications mobile. Integrate the Vail App through mobile staff tablets/smart pads • Create a communication (Text, FB, Group Chat) network for direct communication to/between all alumni and participants • Add in advanced programming and recognition/benefits for year 1 Alumni. The more a participant puts into the program, the more tiers of benefits they will unlock ▪ Further engage businesses to offer specials and other perks to enhance reward system and increase their exposure August 27, 2018 - Page 14 of 21 Year 3 . Add training and recognition programs for continuing/advanced knowledge (Increase perks and recognition) . Create job and housing sharing network (Partner with community entities) . Create a sustainable funding/growth mechanism to include potential expansion to other business employees who touch our Vail community and guests August 27, 2018 - Page 15 of 21 Insights from Focus Groups • "I just want my staff to really "know" Vail, to embrace it and give that feeling and information out to our guests." • "Pride in living and working here has been something that has been lost over the years." • "We need to create a sense of community ownership and really make our employees feel like locals from day one." • "Let's consolidate the communication from Vail Resorts and the Town of Vail. Let's make it Community Communication". • "Let's resurrect our Vail Culture. Bring back that sense of community pride for Vail within our newest employees. Embrace stuff, like the highway, and show that's not what we are all about." • "Nightlife needs to be enhanced. Bring some of the fun back." • "A standardized training program and certification with benefits could really develop a sense of pride and tap into more community active engagement." August 27, 2018 - Page 16 of 21 Summary • The VCBA is in a unique position to oversee this hospitality service program through cooperation, collaboration and communication between Vail Resorts, Town of Vail and the business community. The program will create a sustainable culture of inclusiveness from on -boarding new employees to retention of 2nd and 3rd year staff through empowerment and recognition. Community Mountain Hospitality -Like Nothing on Earth August 27, 2018 - Page 17 of 21 VAIL TOWN COUNCIL AGENDA MEMO ITEM/TOPIC: Break (10 min.) TOWN Of UAIL August 27, 2018 - Page 18 of 21 TOWN OF 1 X41 VAIL TOWN COUNCIL AGENDA MEMO ITEM/TOPIC: Discussion of Economic Development Initiatives for the Town of Vail PRESENTER(S): Mia Vlaar, Economic Development Director BACKGROUND: Discussion about economic development initiatives with input about some of the following: • How can the Town partner with Vail Mountain to improve and enhance economic vitality through Programming? • How do we collaborate for a more cohesive, proactive and planful approach to economic initiatives? • What can we create to provide a more balanced economy on a year round basis? The discussion will include special event planning, low demand period programming and group sales. Discuss the development of the civic area plan as it relates to opportunities for economic development. Discussion about the Vail Economic Advisory Council and its roll in strategic direction for these initiatives. August 27, 2018 - Page 19 of 21 VAIL TOWN COUNCIL AGENDA MEMO ITEM/TOPIC: Recap and Next Steps PRESENTER(S): Karah Maloley, Facilitator TOWN OF 1 X41 August 27, 2018 - Page 20 of 21 VAIL TOWN COUNCIL AGENDA MEMO ITEM/TOPIC: Adjournment at 1:00 p.m. (estimated) TOWN Of UAIL August 27, 2018 - Page 21 of 21