HomeMy WebLinkAbout2009-01-27 Support Documentation CSE Regular Meeting PUBLIC NOTICE:
Town of Vail: Commission on Special Events Meeting
Vail Town Council Chambers
Tuesday, January 27, 2009 @ 9:00 a.m.
REVISED AGENDA:
Swearing in of New CSE Members/Lorelei Donaldson: Dave Chapin, Meggen Kirkham and
Heather Trub were re- appointed to the CSE by the Town Council at their meeting on December
16, 2008. They will serve tents expiring on December 31, 2010.
Election of new CSE Chairman, for a two-year term. (5 minutes)
Administrative Items: (15 minutes)
• Approval of the Minutes of the meeting of November 18, 2008
• Review status of Contracts and Financial Report
• Review CSE Meeting Schedule for 2009: Consider moving the meeting to the
I st Wednesday of each month?
• Update: Vail Film Festival
CSE Oversight of Council Funded Events: Pam Brandmeyer (10 minutes)
Final Recap of 2008 Events: (15 minutes per event)
• Colorado Grand: Sarah Franke, Lionshead Merchants Association
• Vail Symposium Book Workshops: Vicky Lee and Carrie Marsh, Vail Symposium
• Holidays in Vail: Laurie Asmussen, Eagle Valley Events
Discussion of Thanksgiving to New Year's Events and development of a process to
formalize funding allocations for 2009 events falling in this time frame. (20 minutes)
Event Recruitment: Consideration of request to support hard costs @ Dobson Arena for
the USA Judo Event in Vail, October 2009: Chris Romer and Jessica Stevens, VVP
(15 minutes)
CSE Strategic Plan: The current plan was approved t4 sfsn 2006 -2009. Does the CSE want to
revisit the document to consider revisions? If yes, consi ` ;he formation of a subcommittee
including interested CSE, business and community mem ' who will develop a
recommendation and draft for Council and CSE approval. 15 minutes)
Green Events": Review draft of proposed additions to the Special Event Permit
Application and provide feedback. In response to direction from the Town Council and the
Town Manager's Office, Kristen Bertuglia and Bill Carlson have been working with the Event
Review Committee (ERC) and local event producers to develop criteria for insuring that events
taking place in the Town of Vail are making every possible effort to minimize impacts to the
enviromnent. The CSE is also being asked to include an event's jpvel of "greenness" as pw of
the criteria for fimding consideration. (20 minutes)
New Business: (5 minutes)
Adjournment: -11:30 am.
Town of Vail: Commission on Special Events Meeting
Vail Town Council Chambers
Tuesday, January 27, 2009 @ 9:00 a.m.
REVISED AGENDA:
Swearing in of New CSE Memben4,orelei Donaldson: Dave Chapin, Meggen Kirkham and
Heather Trub were re- appointed to the CSE by the Town Council at their meeting on December
16, 2008. They will serve terms expiring on December 31, 2010.
Election of new CSE Chairman, for a two -year term. (5 minutes)
Administrative Items: (15 minutes)
• Approval of the Minutes of the meeting of November 18, 2008
• Review status of Contracts and Financial Report
• Review CSE Meeting Schedule for 2009: Consider moving the meeting to the
1 st Wednesday of each month?
• Update: Vail Film Festival
CSE Oversight of Council Funded Events: Pam Brandmeyer (10 minutes)
Final Recap of 2008 Events: (15 minutes per event)
• Colorado Grand: Sarah Franke, Lionshead Merchants Association
• Vail Symposium Book workshops: Vicky Lee and Carrie Marsh, Vail Symposium
• Holidays in Vail: Laurie Asmussen, Eagle Valley Events
Discussion of Thanksgiving to New Year's Events and development of a process to
formalize funding allocations for 2009 events falling in this time frame. (20 minutes)
Event Recruitment: Consideration of request to support hard costs @ Dobson Area& for
the USA Judo Event in Vail, October 2009: Chris Romer and Jessica Stevens, VVP
(15 minutes)
CSE Strategic Plan: The current plan was approved to span 2006 -2009. Does the CSE want to
revisit the document to consider revisions? If yes, consider the formation of a subcommittee
including interested CSE, business and community members, who will develop a
recommendation and draft for Council and CSE approval. (15 minutes)
"Green Events": Review draft of proposed additions to the Special bent Permit
Application and pruvide feedback. In response to direction from the Town Council and the
Town Manager's Office, Kristen Bertuglia and Bill Carlson have been working with the Event
Review Committee (ERC) and local event producers to develop criteria for insuring that events
taking place in the Town of Vail are making every possible effort to minimize impacts to the
environment. The CSE is also being asked to include an event's level of "greenness" as part of
the criteria for funding consideration. (20 minutes)
New Business: (5 minutes)
Adjournment: 11:30 a.m.
MINUTES:
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
November 18, 2006 at 8:30 a.m.
The regular meeting of the CSE was called to order at approximately 8:30 a.m. by Chairman
Dave Chapin.
Members present: Dave Chapin, Chairman
Rayla Kundolf
Robert McKown
Heather Trub
Meggen Kirkham (C 8:40 a.m.)
Robert Bank
Kerry Donovan
Staff Present: Sybili Navas, CSE Coordinator
Pam Brandmeyer, Assistant Town Manager
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Approval of the Minutes: McKown moved to approve the minutes of the CSE meeting of
October 28, 2008, as presented. Kundolf seconded the motion, which passed unanimously, 7 -0.
Jeff Brausch announced that "The Fray" would be the headliner band for the Snow Daze
concert on December 13.
CSE members reviewed the financial report: no issues were raised.
Kelli McDonald updated the CSE on the plans for Arrabelle's tree lighting ceremony, which will
take place wfthin' their plaza on December S. The lighting of the Town's tree in Lionshead will
take place on December 19- as part of Holidays in Vail. Pam Brandmeyer added that she had
also received a request from the Jewish Center to light a menorah in the pocket park in Sundial
Plaza. Navas added that all of these uncoordinated activities illustrate the need for a review of
all of the holiday events that take place within the community and to develop a means of
distributing better information to the public.
The CSE reviewed the proposed meeting schedule for 2009, and decided to revisit the subject
at the January meeting.
Navas and Kundolf reported that at the presentation to the Town Council on November 4, no
direction was given with respect to the issue of whether or not the CSE should contract for event
intercept surveys. Council members expressed their confidence in the CSE's decision making.
Event intercept Surveys: The CSE was unanimous in their decision not to require event
producers to contract for intercept surveys, or to contract for these types of surveys out of their
own budget. Reasons cited included:
Kirkham: Big producers already use sophisticated means of getting this type of information, and
it is critical to their ability to sell sponsorships.
Trub: Referring to the uncertainty in the economy, she stated, "This isn't the year" to get
accurate benchmark information.
Donovan: The value of the information depends on the accuracy of attendance numbers -we
need to figure out a good way to assess what information that is valuable.
Consensus: Not spending the money on surveys "buys us another event."
McDonald asked the CSE to come up with suggestions as to how the Town of Vail staff can
help to develop accurate attendance count methods.
Review of TEVA Mountain Games funding application, as produced by the Vail Valley
Foundation: Ceil Folz began by explaining that The Session had not been cancelled on
account of any failure to secure sponsorships, but rather that the partnership between Vail
Resorts and the Vail Valley Foundation (VVF) did not work for both entities. The resources
required from Vail Resorts to put on the event were to great for the benefit the event provided
them. She added that the only event cancelled by the VVF due to lack of sponsorships was the
Colorado Stage.
Folz then explained that, with respect to the TEVA Mountain Games, it is their goal to maintain
the authenticity of the event and to have a seamless transition. Joel Heath confirmed that he
has been contracted to remain involved for the next two years and that all sponsors remain
committed with multi -year contracts. Citing the sale of the event to the VVF as a "rare win -win
for all," Heath added that the VVF has the resources to deliver what he originally set out to do:
continue to expand the event and to keep it in Vail. Chapin asked if the funding requested of the
CSE, as a % of the overall budget will come down in the future. Folz replied that they believe it
is important to bring outside dollars into the community- but that this year is unpredictable.
Nonetheless, she is confident that the Mountain Games can grow, and that the funding requests
will drop in the future.
2009 Event Funding Allocations: Meggen Kirkham stated that she would be recusing herself
from any discussion or voting on events produced by Highline Sports and Entertainment, as
they effect her position with Vail Resorts. The CSE agreed to use the average allocation
amount, as calculated from the Special Event Rating Grids, as the point of departure for their
decision - making. Bobby Bank suggested that funds be allocated as deemed appropriate to
Snow Daze and Holidays in Vail, as a means of "book marking" the amounts. Sybill noted that
the recommendation for the IFSC World Cup Climbing event had been reduced by $5,000, on
account of the 10% "across the board" reduction in the Council's funding.
Donovan expressed concern that the Film Festival did not have a title sponsor. She then asked
whether funding for the Vail Farmer's Market should be reduced, as it was a well- established
event. Chapin noted, while recognizing the success of the Market, it does not provide benefit to
the restaurant community.
Navas clarified that the funding for the Colorado Grand went into the LionsHead Merchants
Association marketing budget. Kerry Donovan stated that she appreciated the commitment of
the Lionshead Merchants Association to seek decreasing levels of funding each year.
('SI: %IiIILIte,: ",01,, cmher I8. 2008 Pan 2 cif ti
Kundolph spoke in support of the USSA Junior Olympics, however Navas said there was
concem that most of the event would take place in Beaver Creek.
While discussing the Taste of Vail the board expressed concern the public had limited access to
the majority of the events activities. The CSE did agree that funding the Lamb Cook -off was
appropriate as it is an accessible and public event. Local business owner and Taste of Vail
representative, Mickey Wbrner, stated that the Lamb component of the event had grown
exponentially last year and clarified that the event did not compete with local restaurants. "We
are looking to grow the event." The Board then stipulated any Taste of Vail funding must go to
the Lamb Cook -off.
Chapin emphasized the value of having the Lacrosse event in town. "I know they have been
approached by other resort communities." Navas explained that funding is critical for keeping
the 3vs3 soccer toumament in Vail as well, as other communities who would like to host the
event have approached them. "The Vail Valley Partnership is cumentiy working to recruit
sporting events similar to this event." McKown commented, "The lodging community thinks this
event is very Important ... I don't feel like we. are being held up... We are being practical."
The board emphasized a desire for the Vail Arts Festival to take place in the LionsHead Mall.
Donovan expressed concem that the King of the Mountain application for funding had been
submitted late for the past two years.
Navas said the Vail Chamber and Business Association events were Intended to directly impact
the local business community. There was discussion about moving the BOO to Memorial Day
Weekend, but Joyce Gedelman -Viers explained that they are unwilling to risk the high potential
for weather related difficulties. It was expressed that the "Sweet on Vail" event seemed still to be
in the "brain - storming' phase. The CSE asked that the date be set for August 15.
Kundolph expressed concern that the ambient street entertainment was not visible enough.
While discussing the US Half Marathon proposal the Board expressed concern that there were
a number of similar events already taking place in the Vail Valley, and asked Sybill to encourage
the event producer to work with either the VRD or the Teva Mountain Games.
The board suggested that funding for the Vail Film Festival be contingent on the Festival
obtaining a title sponsor.
Kundoif encouraged the Oktoberfest promoters to find more of an "intemational flair." The
board agreed the event should pursue emphasis on more cultural activities. Trub expressed her
opinion that conditions should be imposed on this event in light of the bratwurst sponsorship
issues that caused such controversy at this year's event.
The board agreed by consensus that any funding for the Geo-Cache Dash would be dependant
on the review of the upcoming December event.
Further discussion ensued conceming the 30 soccer event. Navas commented, "1 just don't
think the community would be ambivalent if the event went away!
Navas then encouraged the board to hold off on funding allocations and retain enough
additional money in the budget to develop events taking place between Thanksgiving and New
Year's. This would allow a review the 2008 events that are still upcoming, as well as an
opportunity hear feedback from the business community as to what events they feel are
important and how the timing of the activities will work to their best advantage.
CSE Minutes: November 18, 2008 Page 3 of 6
The CSE then allocated 2009 event funds as follows:
Teva Mountain Games/Vail Valley Foundation: Kundolf moved to approve funding for the
event in the amount of $85,000, with Kirkham seconding. The motion passed unanimously, 7 -0.
IFSC World Cup Climbing/Vail Valley Foundation: Bank moved to approve funding for the
event in the amount of $45,000, as directed by the Vail Town Council, with McKown seconding.
The motion passed unanimously, 7 -0.
Vail America Days /Eagle Valley Events: Kirkham moved to approve funding for the event in
the amount of $52,000, with McKown seconding. The motion passed unanimously, 7 -0.
Vail Film Festival/Vail Film Institute: Trub moved to approve funding for the event in the
amount of $57,000 with McKown seconding. With only Trub and McKown voting in favor, the
motion failed 5 -2. Kirkham then moved to approve funding for the event in the amount of
$57,000, contingent on the event providing proof of having secured adequate sponsorship
funds. Kundolf, Kirkham, Donovan and Chapin voted in favor; with Bank, McKown and Trub
voting in opposition. Bank stated that he believed the funding amount should be greater. The
motion passed 4 -3.
Gourmet on Gore /Highline Sports and Entertainment: McKown moved to approve funding
for the event in the amount of $54,000, with Trub seconding. The motion passed 6 -1 with Bank,
who felt that the funding should be more, voting in opposition.
Oktoberfest/Highline Sports and Entertainment: Donovan moved to approve funding for
Oktoberfest in the amount of $66,000, with McKown seconding. The motion passed
unanimously, 7 -0.
Vail Farmers MarketlMeadow Drive Partnership: Kundolf moved to approve funding for the
event in the amount of $56,000, with Trub seconding. The motion passed unanimously, 7 -0.
Colorado Grand /Lionshead Merchants Association: Kirkham moved to approve funding for
the event in the amount of $3,000, with McKown seconding. The motion passed unanimously,
7 -0.
Spring Back to Vail /Highline Sports and Entertainment: Trub moved to approve funding for
the event in the amount of $70,000, with Bank seconding the motion. Due to a predetermined
conflict of interest Kirkham recused herself and the motion passed 6 -0.
USSA Junior Olympics /Ski and Snowboard Club Vail: McKown moved to approve funding
for the event in the amount of $2,000, with a second from Kundolf. The motion passed
unanimously, 7 -0.
Taste of Vail: Donovan moved to approve funding for the event in the amount of $20,000, with
the direction that the funds be used to support the Lamb Cook -off. Trub seconded the motion,
which passed 6 -1 with McKown opposed.
GeoCache Dash Vail /Elevation Innovation Labs: Bank moved to approve funding for the
event in the amount of $4,000 contingent upon a positive review of the 2008 first year event
coming up on December 12 -13. Kirkham seconded the motion, which passed unanimously, 7-
0.
( �F �1i!utlr >: �c'ttiirnc�r 18. M)8 P:tL'c I �,!'o
LionsHead Friday Afternoon ClublUonshead Merchants Association: Kundolf moved to
approve funding for the event in the amount of $20,000, with Bank seconding. The motion
passed unanimously, 1-0.
Vail Lacrosse Shoot- out/Colorado Lacrosse Promotions, Inc.: Kirkham moved to approve
funding for the event in the amount of $10,000, with Trub seconding. The motion passed
unanimously, 7 -0.
Vail Arts FestivallEagle Valley Events: Trub moved to approve funding for the event in the
amount of $18,000, with the condition that the event take place in the Lionshead Mall. Kundolf
seconded the motion, which was passed unanimously, 7 -0.
King of the Mountain Volleyball Tournament/King of the Mountain Volleyball: McKown
moved to approve funding for the event in the amount of $7,000, with Kirkham seconding. The
motion passed unanimously, 7 -0.
CarnlVaiUHighline Sports and Entertainment: Donovan moved to approve funding for the
event in the amount of $8,000, with McKown seconding. Kirkham recused herself from the vote.
The motion passed 6-0.
Kick it 3 vs. 3 Soccer TournamenUBEST Blue Equity Sports Television:. Bank moved to
approve funding for the event in the amount of $35,000, with Kirkham seconding. The motion
passed 43, with Donovan, Trub and Kundolf opposed.
Vail Antique F"UVaUMC Presents: Kundolf moved to approve funding for the event in the
amount of $6,000, with Trub seconding. The motion passed unanimously, 7 -0.
Vail Valley Challenge Cup/Vail Valley Soccer Club: Kirkham moved to approve funding in
the amount of $2,000, with Trub seconding. The motion passed unanimously, 7 -0.
LionsHead South of the Border Fiesta/Vail Chamber and Business Association: Trub
moved to approve funding in the amount of $11,000, with Kirkham seconding. The motion
passed 5-2, with Bank and Kundolf opposed. Bank stated that he voted in opposition because
he felt the amount of the funding was inadequate to produce a high quality event.
Unlimited Adventure Speaker Series/Vail Symposium: McKown moved to approve funding
in the amount of $3,000, with Trub seconding. The motion passed unanimously, 7 -0.
B 0 Bonanza/Vail Chamber and Business Association: Donovan moved to approve
funding in the amount of $12,000, with Trub seconding. The motion passed 43, with Chapin,
Bank and Kundolf opposed. Bank stated that he voted in opposition because he felt the amount
of the funding was inadequate to grow the event.
Vail Whitawater Kayak Demos/Alpine Kayak School: Bank moved to approve funding in the
amount of $2,000, with Kundolf seconding. The motion passed unanimously, 7 -0.
Sweet on VaiWall Chamber and Business Association: Kundolf moved to approve funding
in the amount of $10,000, with Trub seconding. The motion passed, 5-2 with Bank and
Donovan opposed.
Ambient Street Entertainment/Resort Events: Kirkham moved to approve funding in the
amount of $30,000, with Trub seconding. The motion passed 6-1, with Kundolf opposed.
CSE Minutes: November 18. 2008 Page 5 of 6
Administrative Expenses: Trub moved to approve $3500 for CSE administrative expenses in
2009, with Kundolf seconding. The motion passed unanimously, 7 -0.
There was no new business.
Trub moved adjourn the meeting at 11:45 a.m., with Kundolf seconding. The motion passed
unanimously, 7 -0.
Minutes taken and submitted by Corey Swisher, Executive Assistant to the Town Manager, and
Sybill Navas, CSE Coordinator
November 18, 2008
Approved by Date
CSE Chairman
C ti }: %Ilzwt�s: rnihcr 1 Y_'Oos
CSE /sn 2009 Funding Allocations Revised: 1/22/09
Town of Vail: Commission on Special Events 2009 Funding Allocations
2009 CSE Funds Available: $836,810
Event: Producing Entity: Proposed 2009 Dates: 2008 Funds 2009$$$ 2009 CSE Funds
location(s) Received: Requested: Allocated:
TEVA Mtn Games Vail Valley Foundation June 4 -7 $93,575 $110,000 $85,00(
Sprinqback to Vail Hiqhline Sports and Entertainment April 13- 19 $73,875 $100,000 $70,00(
Oktoberfest Hiqhline Sports and Entertainment LH & VV Sep 11 -13 & 18 -20 $81,263 $82,500 $66,00(
Vail Film Festival Vail Film Institute April 2 -5 $59,100 $85,000 $57,00(
Vail Farmers' Market and Art Show Meadow Drive Partnership Meadow Drive 14 Sundays: June 21- Sept 20 $54,175 $75,000 $56,00(
Gourmet on Gore Hiqhline Sports and Entertainment VV Sept 4 -6 $44-325 $75,000 $54,OOC
Vail America Days Eagle Valley Events LH & VV Sunday, July 4 $50,235 $60,000 $52,00(
IFSC World Cup Climbing FUNDING EARMARKED BY COUNCIL June 4 -7 $50,000 $50,000 $45,00(
Kick -It 3v3 Soccer Tournament BEST Entertainment Sports & Television Ford Park July 31 -Aug 2 $30,000 $50,000 $35,00(
Ambient Street Entertainment Resort Entertainment VV and LH June 26- Sept 7 $50,235 $68,500 $30,00(
Taste of Vail: Lamb Cook Off Taste of Vail April 1 -4 $9,850 $50,000 $20,00(
Lionshead Friday Afternoon Club Lionshead Merchants Association LH Mall & Vail Square 7 Fridays, July 3 -Aug 14 $14,775 $30,000 $20,00
Vail Arts Festival Eagle Valley Events LH Mall & Vail Square June 26 -28 $18,223 $25,000 $18,00
BBQ Bonanza Vail Chamber and Business Association VV 27 -Jun $9,850 $26,717 $12,00
> Lionshead South of the Border Fiesta Vail Chamber and Business Association LH 20 -Jun $25,042 $11,00
Vail Lacrosse Shoot -out Colorado Lacrosse Promotions Ford Park June 27- July 5 $10,000 $15,000 $10,00
Sweet on Vail Vail Chamber and Business Association VV or Meadow Dr 15 -Auq $17,992 $10,00
CarniVail Hiqhline Sports and Entertainment Feb 22 -24 & 27 $7,880 $20,000 $8,00
King of the Mountain Volleyball King of the Mountain Volleyball Ford Park Athletc Field June 19- 21 $7,880 $10,000 $7,00
Vail Antique Festival Mc Presents w /LH Merchants Association LH Mall @ Vail Square Aug 21 -23 $3,448 $12,000 $6,00
GeoCache Dash Vail Elevation Innovation Labs TOV 3 -Oct $4,200 $4,500 $4,00
Colorado Grand Colorado Grand LH Mall & Vail Square Sept: TBD $2,463 $5,000 $3,OOC
2009 Unlimited Adventure Series Vail Symposium Donovan Pavilion 6 Thursdays: Jan 29- Mar 5 $0 $7,500 $3,OOC
USSA Junior Olympics Ski and Snowboard Club Vail Gold Peak + Bvr Creek March 5 -11 $10,000 $2,OOC
Vail Valley Challenge Cup Vail Valley Soccer Club Ford Park + Eagle Cty Oct 3 -4 $0 $5,000 $2,OOC
>Vail Whitewater Kayak Demos Sean Glackin VV 5 Tuesdays: May 19- June 16 $2,050 $2,OOC
Snow Daze' Hiqhline Sports and Entertainment Dec 7- 13 $64,025 $100,000 $0'
c r M
Holidays in Vail" Eagle Valley Events Dec 18- 31 � 460 $40,000 $0
Total Event Allocations: $774,837 $1 - 161.801 $688.000
Administrative Allocations:
Coordinator Salary and BenefiTawn of Vail Payroll)
Office and Meeting Expenses $3,500 $3,500 $3,50
Research /Event Evaluation $0 $
Total Administrative Allocations: $3,500 $3,500 $3,500
TOTAL ALLOCATIONS: $1,165,301 $691,500
CSE Funds Remaining: ($328,491) $145,310
fundin decision is being withheld until after the 2008 events occur and Thanksgiving to New Year's programming is reviewed.
T ff.
COMMISSION ON SPECIAL EVENTS
'I
Commission on Special Events
2009 REGULAR MONTHLY MEETING DATES
The regular monthly meeting of the CSE is usually held on the 4`" Tuesday of each month, in the Vail
Town Council Chambers beginning at 9:00 am. Special meetings may be scheduled when deemed
necessary.
• Tuesday, January 27
• February 2009/TBD: Joint meeting between CSE and VLMDAC
• Tuesday, February 24
• Tuesday, March 24
• Tuesday, April 28
• Tuesday, May 26
• Tuesday, June 23
• Tuesday, July 28
• Tuesday, August 25
• Tuesday, September 22
• September 2008/TBD: Joint meeting between CSE and VLMDAC
• Tuesday, October 27 Presentation of RFP's for 2009 Events. All day meeting.
• October 2009[MD: Joint meeting with ERC, CSE and Local Event Producers
• Tuesday, November 24: 2009 Funding Allocations determined
• December: No meeting
Revised 122!09 CSE Proposed 2009 Meeting Schedule 1 of 2
From: Sean Cross <sean @vailfiimfestival.org>
To: Special Events <Specialevents @vailgov.com>
Date: Monday - January 26, 2009 10:15 AM
Subject: Vail Film Festival update
I
Sybill,
I hope you had a great weekend. As per our conversation, here are a few
updates on the Festival. Please let me know if you need anything else.
Thanks,
Sean
VFF 09 UPDATES
- We are in final negotiations with Wired magazine for the Presenting
Sponsorship.
- We've secured sponsorships with Esurance, Stella Artois, Redwood Creek,
Canadian Club, JVC, and BMI.
- We are in final negotiations with Lufthansa, VW, Tissot, and Oakley.
- We've received more film submissions than in any other year, and have the
following high profile celebrities attending:
Kevin Smith (renowned indie film director)
Mira Sorvino (academy award winner)
Jason Biggs (actor, American Pie films)
Michelle Monaghan (actress, Mission Impossible III, Eagle Eye)
- We have renewed our marketing partnerships with Comcast, Vail Daily, and
NRC Broadcasting. Comcast has increased their commitment from last year. In
2008, we aired 150 Vail Film Festival spots on Comcast to 760,000
households. In 2009, we will air 250 spots. We have also secured a marketing
partnership with Wired magazine whereby Wired will include Vail Film
Festival advertising, Wired has a readership of 2.5 million people.
MEMO:
RE: PROPOSED CHANGE OF THE CSE REGULAR MONTHLY MEETING
TO THE 1" WEDNESDAY OF EACH MONTH
TO: CSE Members
FROM: Sybill Navas
DATE: January 27, 2009
The new schedule would provide the following benefits:
➢ 12 regular meetings instead of 11- an early December meeting would not conflict with the
holidays
➢ November meeting would not conflict w/Thanksgiving
➢ April meeting would come prior to the closing of the ski area- the April meeting has been
cancelled several times due to lack of a quorum
➢ The May meeting would not be adjacent to Memorial Day
➢ RFP review schedule could be later- and would more easily accommodate the final event
recaps- which could be completed in October, after most of the year's events are over.
The CSE will be reviewing quite a few more event summaries beginning in 2009- as all of the
events supported by the Town Council will presenting final reports to the CSE.
PROPOSED ALTERNATE CSE MEETING SCHEDULE:
1" Wednesday of each month @ 9am, beginning w/ March 2009 meeting:
• February 2009/TBD: Joint meeting between CSE and VLMDAC
• Wednesday, March 4
• Wednesday, April 1
• Wednesday, May 6
• Wednesday, June 6
• Wednesday, July 1
• Wednesday, August 5
• Wednesday, September 2
• September 2008/TBD: Joint meeting between CSE and VLMDAC
• Wednesday, October 7
• October 2009/TBD: Joint meeting with ERC, CSE and Local Event Producers
• Wednesday, November 4: Presentation of RFP's for 2009 Events. All day meeting.
• Wednesday, December 2: 2009 Funding Allocations determined
Rev ised 1 22 69 CSE Proposed 2009 Meeting Schedule Page 2 of 2
TOWN (OF VA
Commission on Special Events
Do you want to be informed about upcoming
Special Events happening in Vail?
A Special Event "SNAPSHOT" is sent out via the Town of Vail's e-mail system each
time an application for a Special Event Permit is filed. In addition to a brief
description of the upcoming event, this "SNAPSHOT" will include contact
information should you have an interest in participating as a vendor, entertainer or
sponsor, or if you have any questions or concerns. The SNAPSHOTS provide you a
heads -up when large events are scheduled, so that you can staff and stock your
business appropriately.
Local business license holders may participate in a special event under the following
conditions:
• Approval of the Special Event producer.
• A willingness to comply with the theme and ambience of the event as
directed by the event organizer.
Your business is listed on the Special Event Permit Application which is
due a minimum of 45 days prior to the event.
Event information can also be found on the online calendar at vall.com
Here's how to sign -up to receive the ree and informative
Vail Special Event SNAPSHOTS:
1. Online: go to vailgov.com
2. Click on the "Town Services" menu
3. Select: "Vail -Mail Subscriptions."
4. Enter your email address and choose: Vail Special Event Snapshots.
Questions may be addressed to: Sybill Navas, Special Events Coordinator at
specialevents(d vailpov.com or 970 376 -2394.
CSE _
LIONSHEAD
MERCHANT ASSOCIATION
Presents An Event Review For The
Commission on Special
January 27th, 2009
The Color I
An Event Pr oduced C o ll a b ora ti ve Eff
Between The Lionshead Merchant Association
and Kathy Meyer o f t Colorado Grand
f
LIONSHEAD
MERCHANT ASSOCIATION
Post Event Review - Colorado Grand
Event Date(s): Friday, September 19' September 2& 2008
Event Promoter: Lionshead Merchant Association & Colorado Grand
Event Contact: Sarah Franke
(970) 845 -1113
sarah(cDvailchophouse. com
Intro:
The Lionshead Merchant Association set out with two major goals when developing their proposed
event calendar this past summer season. The first goal was to draw destination guests and locals alike
to the Lionshead area, creating a sense of vitality within the Village and exposing this group to the new
and improved Lionshead. The second goal was to stretch the summer season out and to attract guests
to Lionshead, and Vail as a whole, for a longer period of time, shrinking the shoulder season as much
as possible. The Colorado Grand was a very successful event that fully satisfied both of these goals.
The event drew in both a local crowd as well as guests from the Front Range, completely filling the
Village and creating a great amount of activity on what would normally be a fairly slow fall day in Vail.
1.) Overview — Event Strengths and Weaknesses:
a. Strengths:
i. Gave the Lionshead Village a sense of liveliness and activity that has been missing from the
area for quite some time.
ii. Added value to the guest experience of those already in the Village and attracted Front
Range guests and locals to the new Lionshead area.
iii. Exposed the "New and Improved" Lionshead to a large number of Vail Valley locals and
destination guests.
iv. Appeased the majority of Lionshead merchants and alleviated some of the tension that had
developed based on the placement of earlier events by spreading throughout the entirety of
Lionshead Village.
v. Proved that events taking place late in the month of September could be successful and
began a process of lengthening the summer season in Vail.
b. Weaknesses:
i. The permitting process was lengthy for everyone involved. It took a great deal of time to
work through the details and to eliminate the concerns of placing that number of cars in the
center of Lionshead.
ii. The Friday afternoon event (the race finish) required better coordination. Though the drivers
were instructed to wait until a certain time to drive through the Village, many came early,
reducing the number of cars that drove through during the time advertised.
iii. Some kinks were experienced overall throughout the event that could be improved upon for
future events. Many resulted from the fact that it was the first time this event has been held
in the new Lionshead Village. I believe that both the Colorado Grand staff and those that
helped from the Town of Vail, Vail Resorts, and the Lionshead Merchant Association all
have a much clearer understanding of the process after experiencing this first year and
could eliminate several of the kinks experienced as a result.
2.) Event Budget and Use of Allocated Funds
Please see the attached Event P &L to compare actual expenditure versus the proposed budget.
Please note that I have only accounted for the CSE allocation and how those dollars were spent.
There is a slight disconnect in that part of this event was run by the Colorado Grand staff and the
remainder was coordinated by the Lionshead Merchant Association. However, the CSE funding
was all allocated to the efforts put forth by the Lionshead Merchants. Therefore, rather than go in to
the details of what was spent to run the week long event of the Grand, I thought I would focus on
what was done with CSE funding so that you are able to understand exactly how CSE dollars were
spent. The CSE allocated funds were used primarily to pay for entertainment at the finish line event
and staffing of the event. A Dixie -Land band played at the event finish line on Friday afternoon.
The group added excitement and enhanced the overall ambience to the event. The remainder of
the funding was used to pay staff that helped with the coordination of the event and assisted in
directing and parking of cars on both event days. The Lionshead Merchant Association paid for all
event advertising efforts in the local area. This included newspaper and radio ads, brochures, and
event signage. The Colorado Grand organization paid for all advertising on the Front Range.
3.) Marketing Efforts
The following marketing efforts were made to promote the Colorado Grand (Examples have been
attached at the end of this overview).
a. Bi- weekly advertisements listing the schedule of events taking place "This Week" and within the
"Upcoming Schedule" were placed in the Vail Daily by the Lionshead Merchant Association.
b. The Lionshead Merchant Association put together event brochures that were in distribution
throughout the summer season.
c. The Lionshead Merchant Association created radio ads specific to driving business to the event.
d. The Lionshead Merchant Association created A -Frame signs that list the overall event calendar
for Lionshead Summer 08, hold Lionshead Event Brochures, and have slide -in signs that
advertise whatever event is taking place at that time.
e. Press Releases sent to media outlets resulted in mention of the event in the Vail Daily on
Wednesday, September 17 and repeated mention on TV8.
f. Check Presenter cards were placed in each bill at the Vail Chophouse throughout the week
prior to the event.
g. Concierge and front desk staff, throughout the Valley, were emailed with details regarding the
event.
h. The event was listed on local websites such as, vail.com, visitvailvalley.com, and vailpm.com.
Additionally the Vail Valley Partnership posted the event on their blog site.
4.) Statistical Information
a. Attendance and Demographic Profile
The event seemed to draw a diverse crowd of both Vail Valley locals and destination guests.
While some of the destination guests in attendance drove to Vail specifically for the Colorado
Grand event, others were already in the Valley and therefore saw the event served as added
value of their Vail experience. Saturday's event attracted a more affluent, adult crowd.
Our best estimate as to the numbers in attendance for each day are the following:
i. Friday, September 19 250 people
ii. Saturday, September 20 1000 -1250 people (throughout the day)
b. I believe that the event on Saturday had a beneficial economic impact on the Lionshead
community. According to feedback gathered from the Lionshead Merchants at the end of the
summer season, it appears that many found their establishments to be very busy on the day of
the Concours event. The restaurant locations seem to have received the greatest benefit from
the event; however, all felt it drew a good crowd to the area and to their establishments
specifically. The event did not have a large impact on the lodges in the area, which is
something that could be improved on in years to come.
c. As previously stated, this event did draw some Front Range guests that came to Vail specifically
for this event. However, most guests drove up the morning of the Concours. In the future the
Lionshead Merchants plan to package lodging for this event in an effort to draw more guests to
the area for a longer period of time.
2
5.) Potential for Growth and the Development of Sponsorships and Media Exposure
Sponsorship for the Colorado Grand will continue to be handled through that organization
specifically. The Grand already has a large number of high dollar sponsors that support the week
long event. The goal in the future will be to develop more local sponsors that could help to create a
larger post -race event in Lionshead Village. As the post -race events grow and become a yearly
Vail fall highlight, the potential for media exposure is endless.
6.) Impact on Vail's "Sense of Community"
In line with the overall goal of all Lionshead events for this summer, this event truly created a great
sense of community in Vail. Repeatedly guests walked through commenting on the change in
activity level and the liveliness of the Village. Additionally, it united the Lionshead Merchants due to
its presence throughout the Village. The event truly showcased how incredible fall in Vail can be
and brought locals and destination guests out together to enjoy it.
Conclusion:
Overall, this event aimed to build off of the already successful summer event schedule by creating
vitality and energy in the Lionshead Village throughout the fall; and though there is definitely room to
improve and build a greater event, the Colorado Grand clearly achieved this goal and was overall a
huge success in its first year back in Lionshead Village. We look forward to further developing and
improving this event in the future and appreciate the Commission's support in our efforts to do so.
3
Colorado Grand
Budget Detail
Event Budget - Lionshead
FY 2008 FY 2008
Description Budget Actual
Revenues:
Vail CSE Contribution 5,000 2,463
Other Sponsors /Contributions 20.000
Beer/Wine Sales 0
Sponsorships 0
Total Revenues: 25,000 2,463
Expenses:
Advertising
Banners & Signage 500 LHMA Signag
Brochures & Programs 500 LHMA Brochures
Newspaper 2,000 LHMA Ads
Misc. Publications/ Front Range Clubs 3,500 0
Radio 1,500 LHMA Radio
Website 500 0
Beer/Wine /Soda/ice 0 0
Consulting 0 0
Entertainment
Children's Activities 0 0
Culinary Demonstrations 0 0
Music 1,000 1,450
Sound Equipment & Backline 500 0
Event Fees
Insurance 500 400
Police 0 0
Security 500 0
Sound Permit 50 0
Special Event License 50 50
Tent Permit 125 0
Miscellaneous 500 0
Ground Protection 1,500 0
Participants Brunch 10,000 0
Sponsor Gifts 0 0
Staff
Event Workers 1,250 500
Administration 0
Tables/Linens Rental 0 0
Tent Rental 0 0
Travel & Lodgin 0 1 0
Total Expenses: 2L4751 2,400
Net Income /(Loss ) 525 63
1/25/2009:1:45 PM
Marketing
Examples
LIONSHEAD
MERCHANT ASSOCIATION
Marketing Efforts - Examples
The examples of the event marketing materials are placed in the following order:
1.) Lionshead Merchant Association (LHMA) Vail Daily Ad
Full page ad placed in the Vail Daily by the Lionshead Merchant Association on a biweekly basis.
2.) LHMA A -Frame Event Sign
Four A -Frame signs were created to place at various key points throughout the Lionshead Village.
3.) KZYR Radio Script — Colorado Grand
The LHMA runs spots on KZYR weekly, specifically focused on the events of that particular week.
4.) The LHMA Summer Event Brochure
5.) Event Press Releases
6.) Event Article in the Vail Daily
LIONSHEAD
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S E P T E M B E R 1 9 T H - S E P T E M B E R 2 0 T H
COLORADO GRAND
Celebrate the 20th Anniversary of the Colorado Grand! This unique road rally
takes distinctive sports and race cars, all built prior to 1961, on a road rally
covering over 1000 miles of some of the most spectacular roads and
scenery Colorado has to offer, ending in Lionshead Village.
SATURDAY, SEPTEMBER 20TH 10AM — IPM
COLORADO GRAND CONCOURS
Get a closer look at all of these beautiful classic cars!
The 20th year celebration has brought in some amazing and unique cars
to the Grand this year, all of which will be displayed throughout
Lionshead Village this Saturday!
LIONSHEAD CHILI COOK —OFF
SATURDAY, SEPTEMBER 27TH, 12PM - 5PM
What better way to celebrate the spectacular fall weather here in the Vail Valley than by enjoying a day out in Lionshead Village, sampling the
best chili recipes our Vail Valley chefs have to offer! Proceeds from the event go to support the award - winning Battle Mountain High School
ProStart cooking program. So come on out to Lionshead and enjoy a great event for a great local cause!
LIONSHEAD }
SUMMER 200
Lisa
hill
LIONSHEAD
SUMMER
Event Schedule
July
'Thursdays • jazz at Vail Square
Beginning July 31st with Curtis Stigen
Fridays • Donshead Family Friday Afternoon Club
5 -8pm eaachFriday in July
August
Thursdays • jazz at Vail Square
Every Thursday in August, featuring die sidling sounds of Trondwne Sbony and Atyemae Orkww,
the Jeff Hamilton Tiro, the Chtwhito Valdes Qturrtet, and the Clgton Brotbm Quartet and the 171-'A# Stns
Fridays • lionshead Family Friday Afternoon Club
5 -8pm each Friday, through August 8th
August 1st - 3rd • Rocky Mountain Antique Festival
August 8th -10th • Vail Arts Festival
September
September 19th & 20th • Colorado Grand
September 27th • Uonshead Chili Cook -Off
Join Us Today For:
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FfidayAftllemoon
5.8pm
KZYR Script
Colorado Grand - 9/10/08
Events aren't over yet this summer in LionsHead! Throughout the summer LionsHead
Village has hosted a wide array of unbelievable festivals, and the action continues with
the 20` Anniversary of the Colorado Grand Friday, September 19` and Saturday,
September 20th!
This unique road rally takes distinctive sports race cars built prior to 1961 on a course
covering over 1,000 miles of some of the most spectacular roads and scenery Colorado
has to offer.
The race will culminate in Vail with the post -race celebration in LionsHead. Witness the
excitement of the rally finish line Friday evening, or view these unique classic cars up
close when they are put on display throughout LionsHead Village Saturday morning.
The Colorado Grand is open to the public 3 -6pm on Friday and 9am -lpm on Saturday.
Free parking is available in the LionsHead parking structure.
LionsHead Village — it's the place to be this summer!
LIONSHEAD
Summer 2008
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Vail, Colorado
LIONSHEAD
2008 Summer Calendar of Events
Date Event
July
Fri., July 4th ......... ........................ America Days
Fri., July 11th ............................... Family Friday Afternoon Club
Fri., July 18th ............................... Family Friday Afternoon Club
Fri., July 25th ............................... Family Friday Afternoon Club
Thur., July 31st ............................. Jazz at Vail Square
August
Fri., August 1st ............................. Family Friday Afternoon Club
Fri., Aug. 1st - Aug. 3rd ................ Rocky Mountain Antique Festival
Thur., Aug. 7th ............................. Jazz at Vail Square
Fri., August 8th ............................ Family Friday Afternoon Club
Fri., Aug. 8th -Aug. 10th ............. Vail Arts Festival
Thur., Aug. 14th ........................... Jazz at Vail Square
Thur., Aug. 21st ............................ Jazz at Vail Square
Thur., Aug. 28th ........................... Jazz at Vail Square
September
Fri., Sept. 5th - Sept. 7th .............. Oktoberfest
Fri., Sept 19th - Sept. 20th ........... Colorado Grand
Sat., Sept 27th .............................. Lionshead Chili Cook -Off
Gondola & Adventure Ridge Summer Schedule
Eagle Bahn Gondola Summer Operating Hours:
June 20 -22, 2008: Friday - Sunday, IOam -4pm
June 27 -Sept. 1, 2008: Open daily, loam -4pm
Evening Gondola Operations
June 27- August 30, 2008:
Free Scenic Twilight Rides, 4pm -9pm, Thursday- Saturday
Additional Weekends, Eagle Bahn Gondola
September 5 -7, 12 -14, 2008: 1 oam -4pm
No evening operations
For more information on Vail Summer Mountain Activities
call Resort Information & Activities Center, 970- 476 -9090
*Dates and hours are weather dependent and subject to change.
Lionshead Merchant Lis
' Shopping/R.-mil & Services: DWng/Food & Beverage:
Aalta Sports Avalanche Pub at the Vail Marriott Resort
7 r American Educational Institute Bart & Yeti's
Arriesgado Billy's Island Grill
Attitudes Blue Moose Pizza
Avalon Clothing Company Centre V
Backeountry Caterer Flying Burrito
Boot Lab, The Crarfinkel's
Breeze Hanen -Daze
Burton Les Delices De France
Charlie's Shirts, Inc. Mezzaluna
Charter Sports - Lion Square Lodge Moe's Original BBQ
r Charter Sports - Vail Marriott Resort Montauk Seafood Grill
Dakota Craftsman Inc. Ocotillo
l Double Diamond Ski Shop Rimini
First Bank of Vail - Lionshead Starbucks
Gore Peaks Subway - Lio
Grind The Little Diner
KH Webb Architects Vail Chophouse
Law Offices of Arthur Abph"p Vail Coffee Company
Lionshead General Store Vail Gourmet Cookie
Lionshead jewelers Company -
Lionshead Liquor Store
Mountain Tees Lodge=
North Face, The Antlers at Vail Golden Leaf'
One Track Mind Arrabelle at Vail Square Yail Marriott Resort
Pan for Hire Destination Resorts Heaven Massage & S
Passages Inc. - Lionshead Vail International RockResorts Spa at
Patagonia Lift House Condominiums the Arrabelle
�ffr,!,A IL Performance Sports Lion Square Lodge Vail Spa
Phillips & Associates, Inc. Lionshead Inn
Fe PPL, Inc. Lodge Prudential Colorado Properties ate nshead
Lio nshead
Al1i0N3NE1U ulkslvcr Wcstwind
Resort Infix /Activities Center Vail Marriott Resort & S
Shade
Vail spa
00 Sharp Shooter spectrum venture
z Ski Base & Wheel Base
x Ski ValerlBike Valet Uonshead Tips
- Slifer Smith &Frampton Real Estate
Swedish Clog Cabin Parkin the Lionshead Parking Structure, located just west
Vail Resort Real Inc. of the main Vail exit number 176 on the South Frontage
Vail Ski -Bike Tech Inc. Road.
Vail Sports - Arrabelle Proceed past the bus stop and westward through the arch
Vail Spo at Vail 21 at The Ar abelle to Vail Square.
Vail T hirt Company • Comfortable walking attire is always acceptable in Vail,
- - V as Cl and layers are recommended as weather can change
eaning
Visions of Vail quickly.
• The Town of Vail fire bus system connects points within
Vail, and Eeo Buses connect from beyond Vail. Consult
vailgov corn for more information.
Vail America. Days Jazz at Vail Square
Dates: Friday, July 4th Schedule of Performers:
Titries: Parade begins at l Oam 'Thursday, July 31 — Curtis Stigers
Details: Life's a Beach Or at least it is this 4" of July in Vail! Curtis is a singer /saxophonist /songwriter who expands
The Vail America Days parade will wind its way through the jazz repertory by creating new jazz standards. With a
Vail, featuring a wide array of talented performers and beach distinctive voice and storytelling style, Curtis allows the
1 themed floats. The parade will begin at Golden Peak this year poetry of the lyrics to come through. Curtis will be traveling
and end in Lionshead Village with a giant Beach Partyf to Vail after concluding a tour with Diana Krall.
Lionshead Famil y Frid fternoon Club FA C) Thursday, August 7th— Trombone Shorty and Avenue Orleans
y Also known as Troy Andrews, this trombone and trumpet
player represents the next generation of New Orleans jazz
Dates. Fridays, July Iii - August 8�' musicians. Trombone Shorty combines the exuberance and
Times: 5.8pm showmanship of Louis Armstrong with a unique blend of
Details. A Friday Afternoon Club fiat the entire family! funk; pop, hip -hop and jazz that never fails to bring audiences
'Featuring live music, an array of kids' activities, food and to their feet.
drink specials, and much, much more; this FAC offers Thursday, August W — Jeff Hamilton Trio
entertainment and activities for all ages. Located at the base
of the Eagle Bahn Gondol a, guests can easily take in the Jeff Hamilton is one of the hottest drwmmers on the jazz
incredible atmosphere and breathtaking views available at scene today, is
playing with his trio, the Clayton/
the top of the mountain celebration and still return to a truly Hamilton Jazz Orchestra, or the Grammy- winning Diana
family focused event in the Lionshead Village. Krall band. Jeff has recorded With artists Natalie Cole, Milt
Jackson, Barbara. Streisand, Mel Tome, John Pizzarelli, George
Shering, Dr. John and many others.
k
Thursday, August 21 Chuchito Valdes Quartet
Chuchito, who was born in Havana, is an accomplished
pianist and the third generation of one of the most
distinguished musical families in Cuba. An extremely
flamboyant and exuberant performer, Chuchito's
- unique interpretation of Afro -Cuban spiced Latin Jazz is
tremendously popular at festivals, clubs and concerts all over
the world.
Thursday, August 28`s"— The Clayton Brothers Quartet and
the VJF All-Stars
Led by Grammy winner and bassist extraordinaire John
Jazz at Vail Square Clayton, the renowned Clayton Brothers Quintet includes
John's brother Jeff Clayton, saxophonist and co- leader of
the Clayton /Hamilton Jazz Orchestra, pianist and jazz
Dates: Thursdays, July 31 s' - August 28b educator Bill Cunliffe, Terrell Stafford, one of the most
Times: 6 -8pm sough after trumpet players today, and Lewis Nash; the most
Details: The Vail Jazz Foundation has put together an highly recorded jazz drummer ever. The VJF All Stars are "
incredible line up of Jazz performers for this first year series students of the Vail Jazz Workshop, who have been selected
of concerts in Vail Square. Enjoy all of the beauty of the from hundreds of high school aged musicians for a 10 -day
Rocky Mountains while listening to the sizzling sounds of this residency in Vail. The students work with musician/educators
amazing group of performers. For more information, please to hone their skills, and then perform with the Quintet as the
visit wwwvailiazz.org. Vail Jazz All- Stars.
Rocky Mountain Antique Festival Colorado Grand
Dates: Friday, August l" — Sunday, August 3` Dates: Friday, September 190- - Saturday, September 20T
Times: Friday & Saturday: IOam -6pm; Sunday: IOam -5pm Times: Friday: 3pm -6pm, Saturday. 10am -fpm
Details: Melding an incredible atmosphere with some of the Details: Celebrate the 20T' Anniversary of the Colorado
country's finest antique merchandise, this is truly an antique Grand. This unique road rally takes distinctive sports and
festival unlike any other. The Rocky race cars, all built prior to 1961, on a road rally covering over
Mountain Antique Festival features 1000 miles of some of the most spectacular roads and'-scenery
a wide variety of upscale antiques, Colorado has to offer. The race will culminate in Vail with a
including furniture, silver, jewelry, post -race celebration in Lionshead. Witness the excitement
artwork and more. Additionally, there of the rally finish line Friday evening, or view these unique
is live entertainment, food booths and classic cars up close when they are put.on display throughout
children's activities; creating a unique the Lionshead Village on Saturday.
event fit for the whole family!
Vail .Acts Festival
Dates: Friday, August 8t' — Sunday, August 10
Times: Friday: 12 -6pm; Saturday: 10am -6pm;
Sunday: 10am -4pm
Details: A Three Day Celebration of the Arts. Over 75 -
artists from the U.S. will converge on Lionshead Village
for the three day arts festival. An array of artwork will be
on display including watercolors, oil and acrylic paintings, Lionshead Chili Cook -Off
woodworking, glass, sculptures, furniture, mosaics, ceramics,
metalworks, photography and jewelry. Take advantage of the
unique opportunity to meet each exhibiting artist in person. Dates: Saturday, September 27"
Times 12 -5pm "
Oktoberfest Details: The end of September is a wonderful time here in
the Vail Valley; and what better way to take advantage of
the spectacular fall weather and stunning fall foliage than by
Dates: Friday, September 5`h — Sunday, September'7`� enjoying a day out in the Lionshead Village sampling the best
Times: Friday: 5pm -1Opm; Saturday: 11 am- 1.Opm; recipes our Vail chefs and local have to offer!
Sunday: 12pm -6pm
Details: It's time to dust off the Lederhosen, throw on the r
Dirndls, and toast your steins to the most popular parry
in the world .... Oktoberfest... the yearly festival of beer,
MUSIC and Fall. For an entire weekend
Lionshead will host oom -pah parties,
lively Oktoberfest themed activities
and traditional German fare. Your
favorite Bavarian tunes will be ever
present throughout the three days of
blown out German fun; along with the
Oktoberfest favorites of yodeling, alpine
horn blowing and the bratwurst - eating
and keg bowling contests!
LIONSHEAD 11000 a >> MERCHANT ASSOCIATION 4 gry9M
For Immediate Release September 16` 2008
Contact: Sarah Franke
Lionshead Merchant Association
P: (970) 845 -1113
sarah(&vailchouhouse.com
THIS WEEKEND LIONSHEAD ROARS LIKE NEVER BEFORE!!!
Vail, Colorado
This weekend Lionshead will roar like never before as the eighty-five Colorado Grand participants
culminate their week -long journey through the state of Colorado with a victory lap through the
Lionshead Village!
The Colorado Grand is a 1,000 -mile car rally that travels
the Colorado high country in September of each year. The
event, which begins and ends in Vail, Colorado, is a
charitable event that has donated in excess of 2.5 million
dollars to worthy organizations throughout Colorado since
it began in 1989, including providing college scholarships
to students in many of the communities through which it
passes each year.
Over 85 vintage and historic racing and sports cars —the
likes of pre -World War II Bugattis, Ferraris and Jaguars —
will arrive in Vail on Monday, September 15. Their
drivers, coming from all over the United States, Europe, and South America will register for the event
and spend the night. Driving will begin Tuesday morning when participants depart Vail on their four -
day driving odyssey.
On Friday, September 19, between 4:00 p.m. and 6:00 p.m.,
the event returns to Vail to complete the 1,000 -mile journey.
The Finish Line festivities will center around the Lionshead
entrance to the newly- renovated Lionshead Mall and Vail
Square. Spectators are welcome to stop by, enjoy the sounds
of the New Summit Ridge Jazz Band and cheer the cars and
drivers in as they cross the Finish Line and then travel
through Lionshead on their way back to the Vail Cascade
Resort.
Saturday morning, September 20, the public is invited to
view these very special cars parked for display on the
Lionshead Mall and Vail Square area exactly as they appeared upon returning from their arduous trek
through the high country, mud/dust and all. The hours for this Concours d'Non- Elegance will be 10:00
a.m. to 1:00 p.m., and the event is free to the public.
For more information on the Colorado Grand and the related festivities in Lionshead this weekend,
please contact Sarah Franke at sarah(d�vailchophouse.com
THE COLORADO GRAND
1162 Parsons Avenue, Castle Rock, Colorado 80104 • 720/733 -6776, Fax 720/733 -6701 • www.coloradogrand.org
Event Information: (720) 733 -6776
THE COLORADO GRAND CELEBRATES 20 ANNIVERSARY
September 15 -20, 208
Presented by Mercedes -Benz USA & Girard - Perregaux Watches
Additional sponsors include Premier Financial Leasing, Hagerty Collector Car Insurance,
Greenberg- Traurig, LLC, FedEx Custom Critical Transport, and RMAuctions
The Colorado Grand is a 1,000 -mile car rally that travels the Colorado high country in
September of each year. The event, which begins and ends in Vail, Colorado, is a
charitable event that has donated in excess of 2.5 million dollars to worthy organizations
throughout Colorado since it began in 1989, including providing college scholarships to
students in many of the communities through which it passes each year.
Over 85 vintage and historic racing and sports cars —the likes of pre -World War II
Bugattis, Ferraris and Jaguars —will arrive in Vail on Monday, September 15. Their
drivers, coming from all over the United States, Europe, and South America will register
for the event and spend the night. Driving will begin Tuesday morning when participants
depart Vail on their four -day driving odyssey.
On Friday, September 19, between 3:00 p.m. and 5:30 p.m., the event returns to Vail to
complete the 1,000 -mile journey. The Finish Line festivities will center around the
Lionshead bus stop near the entrance to the newly- renovated Lionshead Mall and Vail
Square. Spectators are welcome to stop by and cheer the cars and drivers in as they cross
the Finish Line and then travel through Lionshead on their way back to the Vail Cascade
Resort.
Saturday morning, September 20, the public is invited to view these very special cars
parked for display on the Lionshead Mall and Vail Square area exactly as they appeared
upon returning from their arduous trek through the high country, mud/dust and all. The
hours for this Concours d'Non- Elegance will be 9:00 a.m. to 1:00 p.m., and the event is
free to the public.
Colorado Grand cars on display in Lionshead
Visitors to the village can see vintage cars Friday and Saturday
SARAH MALISOLF
VAIL CO, COLORADO ,
VAIL, Colorado If testosterone had a sound, it would be the roar of engines inside the Vail
Cascade parking garage at 8 a.m. Tuesday morning.
Nearly 100 classic cars purred in the structure Tuesday morning as their owners strapped on
helmets for the Colorado Grand.
Valued at up to $20 million, these are the type of cars that need windshield wipers just to
swish aside women who have thrown themselves at the exterior.
Over by a forest green Bentley, Florida resident Miles Collier explained the appeal of vintage
cars.
"You actually have to drive the damn things," he shouted over din of engines. "There's nothing
automatic about it."
His baby is a 1933 Derby Bentley, a British car manufactured by Rolls Royce.
As Collier slides behind the wheel, a parade of cars leaves the garage in a deafening display of
machismo.
For the first time in several years, the 20th annual Colorado Grand will culminate in a concours
in Lionshead Village. A concours is like a car show, except it features an exclusive collection of
fine cars. Organizers named the event the "Concours d'Non Elegance," a play on the ritzy
Concours d'Elegances in Pebble Beach and other U.S. cities.
While the vehicles in most Concours are polished like well - manicured poodles, Colorado Grand
cars flaunt their road dirt.
"Usually the cars would be tooth brushed to the tires and really buffed out to the max," event
coordinator Kathy Meyer said. "What we do is proudly show the cars with all the dirt, with the
fact that they have been used."
A historical collection
The 88 cars in this year's Colorado Grand have historic significance, she said. To be eligible for
the grand, the cars must have been built prior to 1960.
A committee of car enthusiasts selected the vehicles from a field of about 135 entries, Meyer
said. The committee takes into account things like the car's uniqueness and racing history, she
said. Vehicles range in value from roughly $60,000 to about $20 million, Meyer estimated.
"Most of these cars really belong in museums, and some of them reside in museums," she said.
"What's unique about the people in this event is that instead of just looking at them (the cars),
they like to experience them," she said.
Cars stop in small towns as they motor through Colorado. Calling on his cell phone from Paonia,
event community liaison Eddie O'Brien described the scene.
"Right now, I'm looking at row after row of homemade pies and desserts," he said. "It's just
like 1950."
The hot rods stopped by Paonia's teen center to deliver $5,500 in scholarship money for town
youths.
Proceeds from the Colorado Grand flow to local charities like the Colorado State Patrol Widows
and Orphans Fund and The Children's Hospital in Denver. Organizers raised $200,000 last year
and hope to match that figure this year.
The rally ends Friday in Lionshead. Cars will parade through a finish line in the village from 4 to
6 p.m.
It promises to be an impressive sight. Roland Gubbesing from Germany expects to rumble
through the finish line in his black 1936 Bugatti. The car packs a 240 - horsepower engine.
Lammot DuPont from Washington DC will cruise through Lionshead in his maroon 1959 Ferrari.
"It's all original," he said. "It's unrestored completely, so it's like it was in 1959 — preserved."
The car hails from Ferrari's 410 Superamerica line, said Chuck Wray, a Virginia resident who
worked on the car.
"These really were the king of the road in their day," he said.
High Life Writer Sarah Mausolf can be reached at 970 - 748 -2938 or smausolf@vaildaity.com
MEETING NOTES
Special Events Discussion:
Thanksgiving to New Year's Eve 2009
January 14, 2009 @ 2:30pm — 4:15pm
Town of Vail: Admin Conference Room
PRESENT: Laurie Asmussen, Sarah Franke, Rayla Kundolf, Susan Douglas, James
Deighan, Jeff Brausch, Kelli McDonald, Susie Tjossem, Joyce Gedelman- Viers, Leslie
Fordham, Mike Griffin, Bob McKown, Sybill Navas
AGENDA:
Review Existing Events:
• Tannenbaum Festival
• Snow Daze
• Arrabelle Tree Lighting
• Jewish Ceremonies
• Holidays in Vail:
o Tree Lighting and Parade of Lights
o Carolers
o Fireworks on New Year's Eve
• Art in Public Places
➢ Should we combine and/or eliminate any of these?
➢ What is the appropriate timing?
➢ Can we create a marketing "umbrella- " similar to what the TOV does for
America Days?
➢ How do we get the information out earlier?
What are we missing?
• Thanksgiving Holiday Kick - off /tree lighting
• Santa
• Holiday Market
• Dine - around
• First Night Celebration
• Other?
DISCUSSION:
Susie Tjossem: Families and Merchants are hungry for Thanksgiving Kick -off.
Consensus: Celebration in TOV on Thanksgiving weekend, alternate day to Bvr Creek
(Sat ?)
Develop Marketing "Umbrella": One person/organization to coordinate al the events
and information- Earlier in the fall!
Many small events are OK- Suggestions:
• Georgetown Market model
• Ginger bread houses contest @ La Tour
• VRD: Santa workshops
• Free wrapping: fund raiser for a non - profit?
• Sonnenalp: "Lantern" walk to Ford Park
• Open Parade of Lights to community participation
• "Light- walk " - lights would come on as parade passes- engages both VV and LH
Comments:
Do we keep the traditional tree lighting and parade date on the Friday before Christmas?
Businesses need to be open and decorated: Chamber will work w/ the business
community
Vail PD: would like to see First Night Celebration
Curfew signs: can they send a less negative message?
Include the VRD: might resurrect the party for kids at Dobson
Collaborative effort between all entities, including collaborative marketing effort
Snow Daze /Jeff Brausch: important that the "brand" be separate- OK to include in master
schedule- build as a "package"
Next year: 1 week long, more "small fires ": 1 large concert + free shows in the villages -
not such "big" bands as this year. Lots of on- mountain activities. Bring back "feel good
experience." — more "robust " - keep the events in -line with the Vail brand equity.
What is it that "gets people here? Kelli McDonald:
• Always something going on
• Similar marketing concept to "All the Love;"
• Develop packages
• Dining specials
• Lodging
• Ski free /Stay free type promotions
Role of the CSE:
• Provide a "vision"
• Events need to incorporate marketing dollars in their applications to the CSE
• Coordinate marketing umbrella: TOV Community Information Office can
facilitate
• All activities under the "Holidays in Vail" (or new name ?) banner/ Snow Daze
brand separate
Question for CSE meeting:
Does the CSE want to open up opportunity for new applications for events in this time
frame. or work with the producers who have already submitted applications in October?
What do we want from Public Works: Let Charlie know by the end of Janaury.
Currently: all TOV decorations ready to go by Wed. before Thanksgiving.
Next Steps:
Y Define roles and responsibilities
➢ Can we work within the framework of the existing events?
➢ Cost?
Goal: Present funding recommendation accompanied by necessary applications to the
CSE for review at their February meeting.
Important Dates:
• Vail Mountain Opens: November 20, 2009 (tentative)
• Thanksgiving: Thursday, November 26, 2009
• Chanukah: Saturday December 12
• Christmas: Friday, December 25
• New Year's Eve: Thursday, December 31
Vail Symposium
Vail Library 25th Anniversary Workshops
10/20/08 Mon.
Altered Books 10127/08 Mon.
$40 Printmaking $30 TOTAL
Income
Event Sales 200.00 90.00 290.00
TOV CSE Grant 100.00 100.00 200.00
AIPP Honoraria 250.00 300.00 550.00
Donated Material 100.00 0.00 100.00
Total Income 650.00 490.00 1,140.00
Expense
Event Expense
Food and Refreshments -7.50 0.00 -7.50
Art materials - 100.00 - 310.00 - 410.00
Honoraria - 250.00 - 300.00 - 550.00
Staff - 100.00 -50.00 - 150.00
Total Event Expense - 457.50 - 660.00 - 1,117.50
Net Income 192.50 - 170.00 22.50
2009 HOLIDAYS IN VAIL
Brainstorming Ideas:
• One central location/contact for all Holiday- themed events and consistent
marketing message
• Holidays in Vail umbrella advertising plan for all Vail holiday events
• Large Thanksgiving weekend (Sat.) Tree Lighting /Holiday Kickoff
Lionshead/Arabelle at Vail Square
Tree Lighting in Lionshead Mall
Roving Entertainment
Carolers
Ice Skating
Food vendors
• Winter Outdoor Holiday Fair — 2 weekends following Thanksgiving
Lionshead/Arabelle at Vail Square
Featuring outdoor Holiday craft vendors
Holiday Foods
Festive Atmosphere
• Holiday Parade
Open to community involvement
Change directions each year? Similar to Vail America Days?
• Vail Village gathering around the Christmas Tree
Slifer Plaza
Closer to Christmas?
• New Year's Eve
Expand Golden Peak event to hours with entertainment?
HOL10"S
- k
FREE I P UBLIC!
December 19
TREE LIGHTING
5.30 pm Lionshead Tree Lighting
Children's Parade to Vail Village
along Meadow Drive
6:00 pm Vail Village Tree Lighting
Free Hot Chocolate, Caroling Groups
December 19 -24
HOLIDAY CAROLING
Throughout Vail Village & Lionshead
December 31 at 6:15 pm
TORCHLIGHT SKI DOWN
5 FIREWORKS
at Golden Peak
�7WNO Vail �1�►
UR _ M
Ea 1 e Valley Evens
!SI eY
2008 Holidays in Vail
Post -Event Review
Event Dates: December 19 — 31, 2008
Original Event Goals:
• Showcase Town's community celebration with an ongoing tradition
• Light both Lionshead and Vail Village Christmas Trees
• Tie Lionshead area to the Village, via the Light Parade
• To continue the annual New Year's Eve fireworks celebration
Summary of Event Components:
• Light parade from Lionshead to Slifer Plaza, along Meadow Drive, featuring
themed floats, decorated fire truck, decorated bus, parade characters, Santa and
his reindeer, Vail police and Mayor Dick Cleveland.
• Community caroling groups and soloist singers participated in the Tree Lighting
by Mayor Cleveland. Dickens carolers continued to carol each evening in
Lionshead and Vail Village through December 24.
• New Year's Eve fireworks at Golden Peak following the Torchlight ski down on
Vail Mountain
Event Schedule:
Friday, December 19:
5:00 — 5:30 pm: Free caroling in Lionshead Mall
5:30 pm: Tree Lighting in Lionshead at the top of the Arabelle Ice
Rink stairway
5:45 pm: Children's Parade from Lionshead to Slifer Plaza, along
Meadow Drive
6:00 pm: Tree Lighting in Slifer Plaza/Arrival of Santa
Wednesday, December 31:
6:15 pm Torchlight Ski Down and Fireworks, Golden Peak
Estimated Attendance: 2,000 — Light parade and tree lighting
2,500 — Torchlight Ski Down/Fireworks
Challenges:
1) Event's Identity and continuing tradition
2) Business /Merchant Community Expectations of this event
3) Budget to appropriately meet expectations
HOLIDAYS IN VAIL 2008 BUDGET
CSE Contribution $35,460
Expenses:
Advertising /Promotions 4,203 12%
Printing /posters /brochures
300 posters; 2,000 postcard brochures
Newspaper ads
4x /wk for 14 days; 1/2 and full page ads
Event supplies 3,781 10%
Signage
Directional /event schedules
Decorations
Children's giveaways - -pins
Operating Expenses 16,037 44%
Entertainment
Carolers (12/19 -24)
Stage /Sound Rental
Equipment Rental
Staging /podium
Children's Entertainment
Holiday characters
Light Parade
Floats and float decorations
Fireworks 8,000 22%
Administrative Expenses 4,375 12%
Staffing
Part time event staff /year round contractors
Management Fee /Insurance
Planning, coordination, overhead, event insurance
Permits
Total Expenses:
$36,396
NOLI S
k
UL
FREE TO THE PUBLIC HOLIDAY LIGHTS HOT CHOCOLATE CAROLING SANTA FIREWORKS FUN
December 19 Tips for a Safe New Year's Eve Celebration in Vail
TREE LIGHTING if you're 21 or older:
5:30 pm Lionshead Tree Lighting If you plan to drin make a plan Arrange for a designated driver or an alternative ride home.
Children's Parade to Vail Village along Meadow Drive • Bring your ID. To access the pedestrian areas of Vail Village on New Years Eve, bring
i dentification. No one under 21 will be admitted unless accompanied by a parent or guardian.
6:00 pm Vail Village Tree Lighting Stay inside Consumption of alcoholic beverages on the streets of Vail is prohibited. Celebrate
Free Hot Chocolate, Caroling Groups the New Year at one of Vail's bars or restaurants. Note: Many locations require reservations
Children's p rocessional to Vail Vill from Lionshead Kee i acovercharge.
p 9 Kee n touc If you have children celebrating in town, have them check with you at certain
December 20 -24 times during the evening to give you peace of mind.
• Be self- sufficient. Know the phone number and address of your lodging quarters in case you
HOLIDAY CAROLING became separated from your party.
Throughout Vail Village & Lionshead Ei hts e Alcohol sales in bars end at 2 a.m. per Colorado law.
December 31 at 6:00 m If you're under 21:
P Know the law. The legal drinking age in Colorado is 21. Violators will face detention or arrest.
TORCHLIGHT SKI DOWN Village access will be limited For your safety, a Special Event District will be in place
downtown from 10:30 p.m on New Years Eve until 5 a.m on New Years Day to reduce crowding
8 FIREWORKS
i n Vail Village. Access to Bridge street and the other pedestrian areas within Vail Village will be
at Golden Peak limited to ages 21 and older unless accompanied by a parent or guardian.
A Gme to be with the familk A townwide curfew will be in place for ages 17 and under unless
accompanied by a parent or guardian or returning from work or a New Years event. The curfew
i
runs from 10'30 p.m. on New Years Eve until 5 a.m. on New Year's Day Violators face detention
�' f— 1
M or arrest.
Aff � E. V.,,.,. E... For more information, call 477 -3699
FREE TO THE PUBLIC HOLIDAY.LI HTS HOT CHOCOLATE CAROLING SANTA CLAUS
- December 19 at 5:30 pm
TREE LIGHTING
r • 5:30 pm Lionshead Tree Lighting
Children's Parade to Vail Village along Meadow Drive
6:00 pm Vail Village Tree Lighting
Free Hot Chocolate, Caroling Groups,
Children's processional to Vail Village from Lionshead
December 20 -24
HOLIDAY CAROLING
Throughout Vail Village & Lionshead
December 31 at 6 pm
TORCHLIGHT SKI DOWN & FIREWORKS
at Golden Peak
DWNOFYAA M orf- Inform motion? 477 - 3699
co
V
It -- pr is, 44,
1 s
r Rk
e
Tips for a Safe New Year's Eve Celebration in Vail
If you're 21 or older:
• If you plan to drink, make a plan Arrange for a designated driver or
an alternative ride home.
• Bring your ID. To access the pedestrian areas of Vail Village on New
Year's Eve, bring identification. No one under 21 will be admitted
unless accompanied by a parent or guardian.
• Stay inside. Consumption of alcoholic beverages on the streets of Vail
is prohibited. Celebrate the New Year at one of Vail's bars or
restaurants. Note: Many locations require reservations and /or a
cover charge.
• Keep in touch. If you have children celebrating in town, have them
check with you at certain times during the evening to give you peace
of mind.
• Be self- sufficient. Know the phone number and address of your
lodging quarters in case you become separated from your party.
• Lights out. Alcohol sales in bars end at 2 a.m. per Colorado law.
If you're under 21:
• Know the law. The legal drinking age in Colorado is 21. Violators will
face detention or arrest.
• Village access will be limited For your safety, a Special Event District
will be in place downtown from 10:30 p.m. on New Year's Eve until
5 a.m. on New Year's Day to reduce crowding in Vail Village. Access
to Bridge Street and the other pedestrian areas within Vail Village will
be limited to ages 21 and older unless accompanied by a parent or
guardian.
• A time to be with the family. A townwide curfew will be in place for
ages 17 and under unless accompanied by a parent or guardian or
returning from work or a New Year's event. The curfew runs from
10:30 p.m. on New Year's Eve until 5 a.m. on New Year's Day.
Violators face detention or arrest.
va�� va «e
PRR TllERSH1 Pte'
2009 Proposal
For
Town of Vail Commission on Special
Events
*PO Box 1130 *Vail, CO 81657 *p. (970) 476 -1000 *f (970) 476 -6008 * www.visitvailvalley.com
About the Vail Valley Partnership
The Vail Valley Partnership has been representing the interests of the Vail Valley
business and lodging community for over 40 years. Through innovative and responsible
programs, services and events, the Partnership services the needs of more than 800
business partners between Denver & Pitkin County, with a vast majority between Vail
and Gypsum, Colorado. The business profile of the Partnership includes representation
from a majority of the lodging and hospitality enterprises within the resort communities
of Vail and Beaver Creek, as well as a number of professional services and traditional
businesses that support the economy of greater Eagle County.
The Vail Valley Partnership's key goals for 2009 are all motivated by an obligation to
improve the conditions for business success across industries throughout the Vail Valley.
It is our responsibility to professionally and responsibly represent the destination as the
group sales representatives for the resort communities of Vail & Beaver Creek.
Vail Vallev Partnership Group Sales Efforts
The Vail Valley Partnership, serving as the group sales representatives for both Beaver
Creek Resort and the Town of Vail, has a dedicated team of four (4) sales managers
focusing on corporate meeting, convention, association, incentive, participatory sporting
events and other traditional and untraditional group markets.
2009 Objectives as charged by the Vail Local Marketing District:
• Drive group sales leads by enhancing awareness of Vail as a group destination.
• Develop an integrated brand marketing effort to attract targeted groups to Vail, CO.
• Increase touch of Vail brand to targeted group and meeting planners through electronic
marketing and increased attendance at trade shows.
• Develop focused direct sales and marketing efforts to attract targeted group and
meeting business to Vail, CO including increased focus on participatory events.
• Target markets include:
• Regions: Northeast, Midwest, Southeast, Southwest
• Segments: Medical; Financial; Insurance; Association; Continuing
Education; Corporate; Participatory Sports
USA Judo Economic Impact
USA Judo is the National Governing Body for the Olympic sport of Judo in the United
States and is a member of the U.S. Olympic Committee. Head quartered in Colorado
Springs, CO, USA Judo is responsible for the development, support and selection of the
USA Olympic Team.
PO Box 1130 ` Vail, CO 81657 "p. (970) 476 -1000 * f. (970) 476 -6008 * www.visitvailvalley.com
As part of the development program, USA Judo holds National Championships every
year for Juniors, Emerging Elites, Collegiate /High School and Seniors. USA Judo also
hosts other international competitions, such as the U.S. Open and dual meets with other
countries.
USA Judo Open Economic Impact Overview:
Potential Room Nights Generated .......................... ............................... 1,200
Potential Lodging Revenue Generated ..................... ....................$130,800.00
Potential Lodging Sales Tax (9.8 %) Generated ......... .....................$12,818.40
Potential Non Lodging Revenue Generated .............. ....................$319,200.00
Note: Non Lodging Revenue estimate based on average incremental spend of
$266.00 per room night generated.
Potential Non Lodging Sales Tax (8.5 %) Generated .. .....................$27,132.00
Total Economic Impact .......... ............................... ....................$450,000.00
TotalSales Tax Impact .......... ............................... .....................$39,950.40
The Vail Valley Partnership, as the largest business organization in Eagle County, takes
great pride in coordinating programs and events that promote the Vail Valley as a national
meeting and event destination. Working alongside the Town of Vail, the Vail Recreation
District and the Vail Lodging Community, we are looking to the Commission on Special
Events to fund the additional hard -costs associated with Dobson Arena for this event.
USA Judo Additional Costs Overview:
Dobson Arena Facility Rental ($3,500/ day for four (4) days) ......$14,000.00
Dobson Arena Floor Installation ..................... ............................... $1,600.00
Dobson Arena Soft Goods provided by Alpine Party Rentals ....... $5,566.75
Dobson Arena Audio Visual provided by PSAV Presentation Services
.......................................................................... ............................... $375.00
Total Additional Hard Costs .. ............................... .....................$21,541.75
Note. Above hard costs do not take into account the Town of Vail Free days for
use of Dobson Ice Arena. If Free Days are given by the Town of Vail and the Vail
Recreation District the total is adjusted by $1,500. 00 per day.
PO Box 1130 " Vail, CO 81657 ` p_ (970) 476 -1000 ` f (970) 476 -6008 ' www. visitvailvalley. com
Town of Vail:
Commission on SRecial Events
Strategic Plan' 2006 -2009
9
�
The mission of the Vail Commission on Special Events (CSE) is to
support street entertainment and special events for economic
vitality, year -round fun, sense of community and increased
quality of experience for guests and residents.
Introduction:
In 2002, the Vail Town Council approved legislation that created the
Commission on Special Events (CSE) in its current form. This ordinance
reorganized the existing CSE and set several broad objectives:
1. Stimulating the local economy
a. Increase lodging and sales tax collections
b. Increase number of visitors
c. Insure that visitors have a high rate of intent to return
2. Create a sense of community in Vail and increase the quality of
experience for both guests and residents
3. To establish a single point of contact for events administration
4. To provide street entertainment and special events that reflect the
high quality image of Vail and contribute to vitality, economic viability
and fun throughout the year
Vail is on the cusp of a billion dollar renewal and special events will
play an ever more important role as the town strives to maintain its
reputation as the "world's premier mountain resort community."
Recognizing that special events contribute significantly to the economic
vitality of the community, as well as to a positive guest experience, the CSE
has formulated this strategy to develop a year round calendar of high quality
events appealing to a diverse range of interests. Success depends upon
disciplined attention to business basics: strong strategic planning, objective
decision - making, support and participation of the local business community,
and cooperation with the Vail Local Marketing District (VLMD.)
The Commission on Special Events (CSE) strategy assumes several givens:
• Special events contribute to visitor satisfaction, sense of community
and increased spending.
• Cooperation with the Vail Local Marketing District will eliminate
duplication of effort: the VLMD attracts visitors to Vail and the CSE
entices them to return.
• Events that receive support from the CSE must be of a quality
commensurate with Vail's image as a world class resort.
• A single point of contact is required to support special event
producers.
• The use of measurable criteria in event selection, funding and
evaluation is critical to ensuring progress.
Vail CSE Strategic Plan -2006 -2009 Final 112212009 Page 2 of 8
Progress will be evaluated by addressing these basic questions:
• Did every event investment increase Vail's economic performance?
• Are event investments being fully leveraged to increase sales and
marketing reach?
• Are we consistently achieving more impact with public resources?
• Do these events contribute to a strong sense of community and high
quality of life?
A strong portfolio of events already exists, and it will be the job of the
CSE over the next few years to weed out events not performing as expected
while continuing to encourage the development of new events that are
commensurate with the world class image of Vail.
Presently, the CSE manages a budget of approximately $650,000 per
year, with funds allocated annually by the Vail Town Council. It is an
objective of the CSE to demonstrate to Council that special events are a
revenue provider for the Town, not an expense, and that events can deliver
substantial sales and lodging tax revenues while simultaneously making Vail
a more exciting place to live and visit.
Strategic Fundamentals:
The CSE will:
• Provide a balanced, year round calendar of events appealing to
residents and guests of diverse interests.
• Focus on a strategy designed to entice current visitors to return to
Vail.
• Attract visitors by dedicating resources to recruit and develop new
events.
• Follow objective event selection, funding and evaluation criteria.
• Ensure that event investments are closely coordinated with broader
marketing objectives identified by the VLMD.
• Communicate with the local business community to insure that the
events funded by the CSE have a positive impact on the local
economy.
Vail CSE Strategic Plan -2006 -2009 Final 112212009 Page 3 of 8
Event Production and R_k;
The CSE will seek independent event organizers to produce events in
Vail. The public sector is far less efficient at producing special events than
private and non - profit entities. In addition, municipal staff and budget
constraints make it unappealing to risk financial resources on items such as
ticket and merchandise sales.
On -going Commitments:
Develop a balanced year round calendar of high quality events which
appeals to the diverse interests of Vail's guests and residents.
Encourage a culture within the Town of Vail that welcomes special
events and provides a "can do" attitude of cooperation between Town
of Vail Departments and Event Promoters.
Maintain a "single point of contact" for Special events.
Establish regular status reports and policy discussions between the
CSE and the Vail Town Council.
Advocate for the development and improvement of venues and
facilities for Special Events within the Town of Vail.
Improve coordination and communication between the Town of Vail's
Event Review Committee (ERC) and the CSE.
v Contract for independent surveys at key events for the purpose of an
"apples to apples" comparison and acquiring quantifiable data to
determine a reliable return on investment figure.
Attract and support participant events for visitors and locals.
Develop community events that will enhance the experience of Vail's
guests and residents, as well as become effective marketing tools.
Examples include Vail America Days, Holidays in Vail, Trick -or -Treat
Trot, Lionshead Easter Egg Hunt, etc.
y Establish biannual meetings with the VLMD and continue to work
cooperatively to align the special event and marketing programs.
Vail CSE Strategic Plan -2006 -2009 Final 112212009 Page 4 of 8
Encourage producers of special events to provide free street
entertainment e.g. clowns from circus, musicians from BRAVO, and
artists from the Vail Arts Festival.
Actively solicit entrepreneurial street entertainment.
> Attract and develop events that will enhance and contribute to Vail's
world class reputation.
Develop a refined program for the allocation of in -kind services to
support Special Events.
Create a " "Special Event Handbook:" A first quality publication and
website which will serve as marketing tool for the Town as well as an
informational guide for persons interested in producing a Special Event
in Vail. Included will be information on venues, contacts, Town of Vail
regulations and requirements, as well as the Special Event application
forms.
Provide complete and accurate information with regard to the calendar
of special events in response to the needs of prospective visitors,
event promoters, Town of Vail staff, concierges, locals and guests.
cta{fina. Facilitation and Evaluation:
Every significant event destination allocates resources to the
administration, ongoing support and recruiting of special events. Research
has proven that Special Events generate additional sales tax revenues in the
Town of Vail. The CSE recommends that some of these increased revenues
should be used not only to help underwrite the costs of administration, but
also for research, evaluation and event development.
Vail CSE Strategic Plan -2006 -2009 Final 112212009 Page 5 of 8
Critical success measurements:
In keeping with the public trust and economic realities, every event
investment will be held to a high level of accountability. In coordination with
the VLMD and appropriate research vendors, tools will be developed to
regularly measure the following criteria:
o Economic indicators o Contributions to sense of
• Increased sales tax community:
collections • Does the event improve
• Increased lodging tax the quality of life for
collections guests and residents?
• Improved occupancy rates • Does it pull down - valley
• Impact from direct event residents into Vail?
spending • Does it make people
• Quantifiable marketing happy?
benefits
Event Colnparison:
Tools are required to compare events on an "apples to apples" basis.
While final CSE decisions will be made using both subjective and objective
models, significant attention will be given to gathering as much quantifiable
data as possible. The CSE believes in the importance of acquiring data from
independent intercept surveys taken at major events. Additionally, in an
effort to maintain objectivity in the allocation of funds, a numerical ranking
grid has been developed. (Attachment A - Special Event Ranking Grid)
Events that qualify for CSE funding are ultimately selected by what they can
contribute to the community and how they fit into a calendar of events that
will appeal to a diversity of interests and provide a balance of activity and
economic vitality throughout the year.
Role of the Vail Local Marketing CVLMD):
The VLMD can assist the CSE in achieving its mission by:
• Determining key brand elements and identifying desired consumer
demographics, primary and secondary markets, messaging, etc. thus
providing input to the CSE on event strategy, selection and evaluation.
• Coordinating communication and planning timelines with the CSE so
that event investments are fully leveraged.
• Budget appropriate resources to leverage ancillary marketing
opportunities brought about by Vail's special events portfolio.
Vail CSE Strategic Plan -2006 -2009 Final 112212009 Page 6 of 8
DeDen encies:
The CSE is an agency of the TOV and it therefore relies on the Town
for support in many areas. Examples of support that the CSE will look to the
Town to provide are:
• Policy Direction from the Vail Town Council.
• Consistent Special Events Funding.
• Proactive Development of Appropriate Special Event Venues
• Town of Vail Staff support for Special Events as required.
• Legal Support and Assistance with Contract Negotiations
• Liability Insurance.
• Office Space, Reproduction and Supplies, Phone, E -mail Services.
SUMMARY:
The Vail Commission on Special Events seeks to provide an annual calendar
of events that enhances Vail's world -class image and which is designed to:
➢ Appeal to a diversity of interests
➢ Assist in balancing the year round economy
Increase sales and lodging tax revenues in the Town of Vail
➢ Promote a strong sense of community
➢ Provide a high quality of life for guests and residents
➢ Entice visitors to return, and
➢ Increase the length of their visits
Adopted March 28, 2006: By the Vail Commission on Special Events
Commission Members:
Dave Chapin, Chairman Ian Anderson
Richard tenBraak, Stephen Connolly
Vice- Chairman Clint Huber
Robert Aikens Scott Stoughton
Vail CSE Strategic Plan -2006 -2009 Final 112212009 Page 7 of 8
ATTACHMENT A: CRITERIA FOR ALLOCATION OF CSE FUNDS
SPECIAL EVENT RATING GRID
EVENT NAME:
DATES: $$$ AMT. REQUESTED:
New Event Existing Event________ if yes, # of years
Does the event have the potential to:
Benefit local restaurants
Increase room nights
Stimulate Retail Sales
Improve the sense of communi
Promote Visitor Intent to Return
Timing: How well does it contribute to a balanced annual calendar of
events?
Demographic Fit: Does it match the profile of targeted visitors, in
alignment with the VLMD's program?
Growth Potential: How big can it become? Will it be annual?
Leveraging Value: How great is the potential to attract sponsorships
and media exposure, thereby increasing the impact of the CSE funds?
Producer Qualifications: Do they have the ability to produce an event
compatible with the image of Vail as a "world class " resort?
TOTAL SCORE:
CSE Member Initials: $ Amount of funding suggested: