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HomeMy WebLinkAbout03. 2017-05-03 CSE Agenda Minutes DRAFTCSE Minutes May 3, 2017 Page 1 of 7 DRAFT COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, May 3, 2017 @ 8:30am AGENDA: Meeting materials can be accessed at the following link: http://bit.ly/2onKdvM CSE Members Present: Mark Gordon Kim Newbury Rediker Marco Valenti Alison Wadey Barry Davis Rayla Kundolf CSE Members Absent: Samantha Biszantz TOV Staff Present: Laura Waniuk, Event Liaison Specialist Kelli McDonald, Economic Development Manager Ernest Saeger, Special Events Coordinator Others Present: Lynn Martin, Bravo! Vail Brooke Skjonsby, Vail Resorts Jack Affleck, Affleck Photography CSE Chair, Barry Davis, called the meeting to order at 8:27am. Administrative Items Approval of the Minutes of the CSE Meeting on April 5, 2017  Motion to approve the minutes of the CSE Regular Meeting on April 5, as presented. M/S/P: Valenti/Kundolf Unanimous. The motion passed 5-0 (Gordon and Biszantz absent) Review financials: Refer to the spreadsheet. CSE Minutes May 3, 2017 Page 2 of 7 Waniuk noted that Vail Yeti Hockey will recap in either June or July when their owner can make it and their survey is complete. Waniuk also noted that Pink Vail will recap in July. Training for new RFP System: Waniuk said July is the estimated training timeframe. Waniuk noted that at the next CSE meeting the RFP interview process will be discussed. Kundolf asked for Waniuk to provide feedback from last year’s RFP interview process. Waniuk noted she will provide the CSE with interview process options for this year. Review of VEAC meeting neighborhood reports: Waniuk noted to refer to VEAC minutes. McDonald said that it was a good discussion and that Lionshead Merchants would like to see more events such as GoPro Mountain Games and Farmers Market expand into Lionshead. McDonald noted the underutilization of the Gerald R Ford Amphitheater. Wadey noted that the Welcome Center is not cutting back their operating hours per Amanda Zinn’s Town Council presentation May 2. Meeting Reminders: o Joint meeting with VEAC on 5/9 @ The Antlers to present strategic plan o VLMDAC on 5/18 @ The Antlers to present strategic plan o Vail Town Council on 6/6 to present strategic plan Waniuk noted that Gordon and Davis will present at the council afternoon session. McDonald added that this may be moved to the evening session. Gordon asked if Town Council formally adopts the strategic plan or if CSE adopts it and is presented to the Council. McDonald will confirm. Waniuk noted that she will present the strategic plan to ERC. McDonald suggested members of the CSE attend and this maybe at a time when the CSE can see the ERC process. Saeger noted that this may be best during the summer once the strategic plan is presented to all other parties. Event Recap: *motion to release final funding disbursement required 2017 Burton US Open Snowboarding Championships Please see presentation for further details. Heingartner noted the success of the Burton pop-up shop at the bottom of the slopestyle course in Golden Peak. Heingartner noted their Net Promotor Score (NPS) was 66 and that Jen Bruno commented at Town Council yesterday that this is a huge success. Heingartner noted that the industry standard for ROI per dollar invested is $5.00 and that in Vail Burton produced $9.43. Valenti asked if there was any data on how much the Burton app was utilized. Heingartner said she didn’t have the stats in front of her but it could be found in the full presentation. McDonald noted that the Vail app gained more followers during the Burton USO event than any other time. W aniuk noted the huge jump in NPS from 50 to 66. RRC does not include the staff and operations that come to town CSE Minutes May 3, 2017 Page 3 of 7 so the ROI number is very conservative. Davis noted that Burton does a great job of bringing businesses and retailers to town from a national level. Heingartner noted that there were about 30 retailers in Vail. Davis added that the Minturn event is great and includes a large group of excited people that become brand ambassadors for life.  Motion to approve the final funding distribution 2017 Burton US Open Snowboarding Championships M/S/P: Kundolf/Wadey /Unanimous The motion passed 6-0 (Biszantz absent) Review of 4/20 Brand Meeting: Please see presentation for further details. Review revised CSE Five Year Strategic Plan (2018-2022): Gordon asked if events are already required to adhere to certain environmental standards. Saeger said yes, there is a green events checklist already included in the permit that is required to be followed by events. Saeger noted that in town staff are currently working with the Environmental team to create enforcement policies.  Motion to approve the CSE Five Year Strategic Plan (2018-2022) with the understanding that the correct dates will be updated M/S/P: Kundolf/Rediker /Unanimous The motion passed 6-0 (Biszantz absent) $10K RFP Review & Allocations: Waniuk noted to look at the average score column which averages the scores based on certain members recusing themselves. Kundolf asked why Rediker has to recuse herself from the Affiliates Cup Golf Tournament. Rediker said she does not have to recuse herself but is fine doing so because she is on the Vail Recreation District Board. Valenti noted that Vail Centre’s request was outside this RFP scope because it is an educational program. Waniuk noted she included all that were submitted. Wadey said she believes that the Vail Ce ntre program is a great way for businesses to grow their employees. Wadey added that some courses were price restrictive and this one is affordable. Rediker agreed that Vail Centre should be in the Education and Enrichment category and not Community, Recreation, and Cultural category. Gordon agreed with Wadey that it is a good course but that it falls in the Education and Enrichment category. Davis believes that Vail Craft Beer Classic’s proposed additional advertising would not only be good for their event but also good for the Vail brand. Kundolf agrees that marketing is a good reason to fund this new event that was open to CSE guidance on moving their dates. Rediker said their use of the funds best matched the scoring criteria goals. Wadey said that the money could help smaller events in a profound way and that she would like to see, as a new event, what they could do with the $60,000 they’ve already been funded . Valenti CSE Minutes May 3, 2017 Page 4 of 7 agreed with Wadey and that the dollars were coming too close to the event which can be problematic. Kundolf asked Valenti for an example. Valenti said that Spring Back to Vail was funded late. Davis asked if the V ail Craft Beer Classic will spend all $10,000 toward marketing. Davis said the Affiliates Cup Golf Tournament is a closed event and on a date when we don’t necessarily need an event. Wadey said it is a great industry event that introduces people to Vail and encourages them to return for another trip. Wadey said the $10,000 would be more meaningful to a smaller event’s success. Rediker noted Affiliates Cup Golf Tournament goes to a new golf course each year and is purposely scheduled for a Friday so people come Thursday and stay through Saturday. She said they rotate through 3-4 golf courses and Vail hasn’t been one of those because it has been under construction. Waniuk read the Affiliates Cup Golf Davis confirmed that this event is happening regardless of CSE funding. Valenti noted that within the golf community that these are influencers that are coming and they would get to experience our new golf clubhouse. Kundolf said it is a closed event and does not follow our strategic plan. Kundolf added that the attendees are already coming to Vail and will see the clubhouse anyway. Wadey noted that Kick It 3v3 is a closed event because teams have to qualify. Gordon noted that their reasoning for the funding is that it will increase the number of influencers that are attending it would make more sense. McDonald noted that the Vail Valley Partnership could provide event funds and it qualifies under their requirements stated by the VLMD. McDonald added that this fund is to offset costs for the event and group. Gordon asked if the Vail Valley Partnership would be better to fund it if the CSE endorsed it. McDonald said she believes so. Wadey noted that this is an opportunity to be a better partner with the Vail Rec District and this would show a good faith partnership as the CSE. Gordon asked how we can make sure that the golf tournament contacts the Vail Valley Partnership. Waniuk will send a memo to the VVP on behalf of the CSE. McDonald said the Vail Rec District should contact the Vail Valley Partnership. Waniuk read the Pioneer Weekend RFP. Gordon said the attendees are influencers and community figures in Vail and that a small amount of dollars would have a great impact on the event. Wadey said the excitement from the attendees is incredible and they are the people who founded the town, built lodges, and opened businesses. Wadey said that it brings in 1 ,200 people over 4 days with the demographic diversity being very compelling due to the number of 40 somethings who were born here and want to come. Davis asked if the $2,500 would be helpful for marketing. Waniuk said digital is inexpensive but target marketing through mailings, newsletters, are good options for this demographic. McDonald noted that 5 years ago the town did fund Pioneer Weekend and in fact a good portion of the money was returned to the Town. Waniuk read Vail Craft Beer Classic’s RFP. Gordon asked if they got less than $10,000 would they allocate it to media that is most efficient. Kundolf asked where Pioneer W eekend is currently getting their funding. Wadey said there was CSE Minutes May 3, 2017 Page 5 of 7 seed funding from 5 years ago and ticket sales/registration fees would make up the revenue. Kundolf suggested that the attendees of the weekend should get together to help monetarily. Wadey noted that a portion of the money does go to charity. Waniuk read Snow Daze RFP. Davis asked if they could fund specifically to an event. Skjonsby said yes. Valenti said we did not fund the full amount during the FRP process and the needle could be moved with the additional programming. Davis said he wants to give a real impact not sprinkle money. Kundolf suggested funding a majority to Vail Craft Beer Classic because it is at the right time and has potential to be an iconic event. Kundolf does not believe Affiliates Cup Golf Tournament will be a big impact. Kundolf said majority to V ail Craft Beer Classic and a minority to Pioneer Weekend. Rediker said she supports the 80/20 split between Vail Craft Beer Classic and Pioneer Weekend. Rediker said $3,000 for Snow Daze would not have the impact of bringing more people to town for the event. Wadey believes that the funding would have more of an impact on smaller events. Wadey said the town does benefit from Snow Daze but Vail Resorts is the main beneficiary and that the event could happen regardless of extra funding. Gordon said there should be a formal vote for Vail Valley Partnership to provide funding support to the Affiliates Cup Golf Tournament. Gordon said Pioneer Weekend fits within the CSE goals and deserves a small amount. Gordon agrees that Kundolf is in the neighborhood of 80/20 split between the Vail Craft Beer Classic and Pioneer Weekend. Valenti noted that he is recused for Pioneer Weekend because he is a member of the VCBA Board. Valenti said billboards may not be a great return due to short window to event for Vail Craft Beer Classic. Valenti said he agrees with Gordon and the CSE should suggest funding the Affiliates Cup Golf Tournament to the Vail Valley Partnership . Valenti said 70/30 split between Vail Craft Beer Classic and Snow Daze. Davis asked if a billboard for a month is enough time for it to be impactful. Waniuk said yes, they had an ad in the Wall St Journal and they have good reach and media relationships. Davis said two separate motions to reflect the funding. Kundolf motion to fund VCBC at $8,000, Rediker 2nd, Davis mentioned $7,500, 5-1 Wadey. Gordon motion to $2,000 to pioneer weekend, Rediker 2nd, unanimous 4-0 Wadey Valenti recused.  Motion to send a letter of support of the Affiliates Cup Golf Tournament to the Vail Valley Partnership strongly endorsing their contribution of their field fees from the VLMD in an appropriate number M/S/P: Gordon/Kundolf/Unanimous The motion passed 6 -0 (Rediker recused, Biszantz absent)  Motion to fund the Vail Craft Beer Classic an additional amount of $8,000 CSE Minutes May 3, 2017 Page 6 of 7 M/S/P: Kundolf/Rediker/Wadey Opposed. The motion passed 5-1 (Biszantz absent)  Motion to fund Pioneer Weekend in the amount of $2,000 M/S/P: Gordon/Rediker/Unanimous The motion passed 4-0 (Wadey and Valenti recused, Biszantz absent) Event Liaison Marketing Update: Please see presentation for further details. Wadey asked that useful tips for large groups to call ahead and reserve or a list of restaurants to be added to the list that Saeger is working on for sports tournaments. Waniuk said Vail Lacrosse Shootout organizers would not want to include the full list of restaurants because not all are advertising in the program. Advertising in the program is a revenue driver for the tournament. New Business and Community Input: Kundolf said the Kids Adventure Games is sold out and is curious how many kids are coming from outside of the Vail Valley. Waniuk noted that last year it was 70/30 outside vs. from Vail Valley. Waniuk noted expanding the event comes down to staffing, location, and footprint. Davis does believe it is an awesome headline that they sell out 3 months in advance. Wadey noted that even if local kids are participating, grandparents and family members are coming to town that are staying in hotels. Rediker said it is not fair for Kids Adventure Games to open up 50 more spots a couple weeks before the event. Rediker said staffing needs to be addressed in their future funding request because they rely on volunteers. Kundolf suggested that the parents of the kids participat ing receive 10% off for volunteering. Waniuk noted that their Vail event is the only one that is sold out compared to all their other mountain resort town events. Rediker suggested they could partner with someone to have a family concert. Gordon said the concert venue of Spring Back to Vail was great. Gordon also noted that the roller derby was a great event. Davis believes the event could grow in the future. Wadey noted the funding was for the potential of their event and that the timing of the weekend after the mountain closed. Rediker said the crowd was a good size and they continued to educate attendees on the sport and event. Waniuk noted it was a good use of Dobson after the ice is closed. McDonald noted the discussion to move Spring Back to Vail to March and why it was moved from closing weekend. McDonald noted that Brooke Skjonsby said they are looking at both Spring Back to Vail and Snow Daze to evaluate future dates. Rediker noted that when Easter is in March, Spring Back is not needed to draw guests. Wadey noted that the 3rd week of March will be the troubled week in 2018 because it is in between spring break and Easter. Rediker said she attended the Mountain Travel Symposium and it was said to expect a decrease in international travelers. Rediker added that exchange rates are down and not improving. Rediker added that Canada is more attractive for their exchange rate. The political climate in America is a detractor for international visitors. Wadey CSE Minutes May 3, 2017 Page 7 of 7 said that Vail is not friendly to groups due to costs. McDonald noted the average daily rate has increased and its not that Vail doesn’t want the groups, it’s the price point at which they can afford. Rediker said it is not just average daily rate but includes package costs such as lift tickets, food & beverage, and the value of Vail is not rated well currently. Kundolf added that the established Mexican community is still here and coming but other than that it is in decline. Gordon asked if Hotel Talisa has opening date yet. McDonald said soft opening in May and full in late June or July.  Motion to adjourn at 10:45am. M/S/P: Kundolf/Valenti Unanimous. Motion passed 6-0 (Biszantz absent)