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HomeMy WebLinkAbout2009-04-01 Support Documentation CSE Regular Meeting Town of Vail: Commission on Special Events Meeting Vail Town Council Chambers Wednesday, April 1, 2009 @ 8:30 a.m. AGENDA: Administrative Items: (15 minutes) • Approval of the Minutes of the meeting of February 24, 2009 Coordinator Report: • Review status of Contracts and Financial Report • Next CSE Meeting reminder: Wednesday, May 6 @ 8:30 a.m. and joint meeting with VLMDAC on Thursday, May 21. • USA Judo: Sold the rights to the event that was being considered for Vail next October to the city of San Jose, CA. They have confirmed that Vail will be the site of their "President's Cup" event in May 2010. • O'Hara's International Hurling Festival and Taste of Ireland: August 20 -23 in Ford Park • Sports Alliance: progress to date Public Input on Special Events in Vail Village: 8:45am to 9:30am Spring Back to Vail/Adam Sutner, Vail Resorts. (15 minutes) Review programming for the upcoming event. Discussion of what level of change in an event's i programming from the original proposal should trigger a review of funding by the CSE. Colorado Grand: Update/ Sarah Franke (5 minutes) Event Recap: USSA Junior Olympics /Ski and Snowboard Club Vail, Nigel Cooper (15 minutes) Summer Street Entertainment Schedule: Resort Events /Diane Moudy and Maren Lantzy. Review the proposed schedule and approve a final program. (15 minutes) Holidays in Vail/ Laurie Asmussen, Eagle Valley Events: Progress update and request for feedback. (15 minutes) Discussion: How to allocate the remaining CSE funds? (15 minutes) • Holidays in Vail? o RFP for events that might be components of this program? • Snow Daze? CSE Strategic Plan: Discussion and feedback on the current draft. (20 minutes) New Business: (5 minutes) Adjournment: 11:15 a.m. Next CSE Meeting: Wednesday, May 6 @ 8:30am Joint Meeting w/VLMDAC. Thursday, May 21 Time and Place: TBD Town of Vail: Commission on Special Events (CSE) Meeting Vail Town Council Chambers February 24, 2009 at 8:30 a.m. The regular meeting of the CSE was called to order at approximately 9:00 a.m. by Chairman Dave Chapin. Members present: Dave Chapin, Chairman Rayla Kundolf Robert McKown Heather Trub j Megan Kirkham Robert Bank Kerry Donovan Staff Present: Sybill Navas, CSE Coordinator Pam Brandmeyer, Assistant Town Manager Kelli McDonald, Economic Development Manager Corey Swisher, Exec. Asst. to the Town Manager Bill Carlson, Environmental Health Kristen Bertuglia, Environmental Sustainability Coordinator Leslie Fordham, AIPP Coordinator Others Present: Katie Richardson, Vail Resorts Jamie Gunion, Vail Recreation District Jeff Brausch, Highline Sports and Entertainment Joyce Gedelman- Viers, VCBA Laurie Asmussen, Eagle Valley Events Dan Conway, Vail Resorts Sarah Franke, Lionshead Merchants Association Chris Romer, Vail Valley Partnership Jessica Stevens, Vail Valley Partnership -- Administrative Items: • Approval of the Minutes of the meeting of January 27, 2009 McKown moved to approve the minutes, as presented, with Kirkham seconding. The motion passed unanimously, 7 -0. Coordinator Report: • Review status of Contracts and Financial Report: Navas reported that many contracts have yet to be sent on account of the council's review of budget cuts. The council determined at their last meeting that there would be no reduction in the CSE's budget, so remaining contracts will be sent out in the near future. CSE M!ru;es February 24 2009 Page 1 of 4 • Follow up: Should Tax returns be required from applicants for funding? Navas reported that she had consulted with Matt Mire regarding this question, and that his recommendation was not to go this route. He felt that the CSE should evaluate events based on their own criteria and what the event brings to the community. • Update: Taste of Ireland: O'Hara's International Hurling Festival, tentative dates August 20 -23, 2009. VRD representative Jamie Gunion said they expected a large turnout for the event, which is being produced by the Denver Hurling Club and will be held on the softball fields at Ford Park. • Navas reported the Colorado Grand automobile event had been sold. She added, that on account of the Jewish holiday that begins on Saturday, the car display will be held on Friday this year. There is some concern that many of the participants will not want to stay in Vail for that component of the event. Sarah Franke will provide a full update at the next CSE meeting. • She then reported she has been unable to contact the Geocache event promoters, and is unclear whether they intend to produce the event again in 2009. • Navas said that although the Film Festival does not have a title sponsor, they have a greater number of high profile celebrities committed to attend than ever before. --"Green Events ": Review draft of proposed additions to the Special Event Permit Application and provide feedback. Navas reported that in response to direction from the Town Council and the Town Manager's Office, Environmental Sustainability Coordinator Kristen Bertuglia and Environmental Officer Bill Carlson had been working with the Event Review Committee (ERC) and local event producers to develop criteria for insuring that events taking place in the town are making every possible effort to minimize impacts to the environment. Navas explained that the intent is to develop "Green" event requirements for the Special Event Permit that would remain optional through the remainder of this year, but would become mandatory next year. The CSE agreed to include an event's level of "greenness" as part of the criteria for funding consideration. Bertuglia explained she was, "Trying to eliminate Styrofoam in the community... The town has also been in communication with Vail Resorts in an effort to join forces toward better sustainability." Bank and Kundolf expressed concern the CSE was bordering on micromanaging events. Navas said there is a fair opportunity for event promoters to be compliant. Highline representative Jeff Brausch, stating that they had been participating in the process of developing the requirements, said costs for such measures could be prohibitive and encouraged the Commissioners to look at the number of things that event producers are already doing. Donovan encouraged examining the ECO Build model. Brausch also said it would take time to train event attendees to use recycle waste containers. There was consensus that using a point system or checklist, providing options rather than a full list of requirements, would be preferable. CS �i�:!' .'F_'S' ?C Iti f "y' %d, 2`09 Pan e 2 Of 4 J" o ' I f i Oktoberfest/Highline Sports and Entertainment: Highline representative Jeff Brausch discussed the potential impacts on the event in light of the reduced funding for 2009. "Oktoberfest received $82,500 in 2008 and has been allocated $66,000 for 2009." Brausch explained that, particularly in this year of economic uncertainty, developing sponsorships for this event is more challenging than ever- in part because of the strong ties to alcohol consumption. He added that 5 years ago, the event was not profitable and that Highline had been able to turn it around, but that the success or failure of the event remains extremely sensitive to the weather conditions. Brausch reported that the event would have to be scaled back, either in entertainment content or reducing the number of days from 6 to 5. CSE members requested that he return with an update in 2 or 3 months. —Snow Daze 2008 Final recap Highline representative Jeff Brausch distributed an event recap and explained that the Snow Daze event was well attended, with the Demo Daze component receiving over twice the activity as in recent years. "We ran the largest marketing campaign we have ever run in Vail." He reported the event posted a financial shortfall of $167,000, largely on account of the expense of the Fray (entertainment) and lighter ticket sales created the shortfall. "The Fray cost $425,000 alone ... The ROI for the town should be between 8 or 6 to 1." Navas clarified profits were not impacted by Highline waiting to announce headliners till the "last second." Brausch responded, "You really can't control the concert industry." He concluded by giving an update on the proposed changes in programming for Spring Back to Vail, stating that they were looking back to the original format of bringing activity back into the village with all free shows, bands in the $50k -$100K price range (thereby lowering the risk factor) and tapping into the "All the Love" marketing campaign. — Thanksgiving to New Year's Events Review Asmussen distributed a proposed plan for the event, but added that funding for the additional events /activities did not exist. Vail Chamber and Business Association (VCBA) representative Joyce Gedelman explained her organization represented businesses throughout Vail not just Vail Village. Navas and Kundolf emphasized the importance of Village Core leadership stepping up. Navas stated, "LionsHead has provided their own leadership in terms of promoting and organizing the event. We need to develop some synergy throughout the community from Thanksgiving to New Years Eve." Navas reported the Vail Police Department has been encouraging the addition of an family friendly /alcohol free "1' Night" celebration and /or reviving the New Year's event for youth at Dobson Arena. The CSE board then questioned whether they could pay for marketing as opposed to just an event. Navas said there was a marketing component to every event. Kundolf encouraged gift wrapping stations in the Village during holidays. She added that this is not an "event" time, rather a "community" time and that the community needs to participate to make it successful. Laurie was asked to present an updated event plan at the April CSE meeting, so that the CSE could provide feedback on which components they would consider for funding. The actual funding application would CSE N?;nt._:±es `:ebr :ary 24 2009 Page 3 of 4 be considered at the meeting on May 6. CSE members agreed that no new RFP would be issued at this time. -- Strategic Plan: Donovan explained the progress to date. CSE members agreed by consensus to accept the revised mission statement, the addition of categories of events, removal of the reference to the Special Event Handbook and encouraged the committee to leave in the philosophical commitments as written, while minimizing the specifics. - -New Business: Romer updated the CSE on the status of the Judo Event at Dobson Arena and stated that they expect a decision as to whether the event is committed to come to Vail within two weeks. He added that regardless of what the decision is with respect to this event, they (the Vail Valley Partnership) has an "excellent foot in the door" with the Olympic Committee- who produce over 600 events per year. Bank said Village Merchants were very skeptical of sales tax collections on Meadow Drive (Vail Farmer's Market). He then expressed concern Vail Village businesses were are not allowed to participate in the market. Navas explained the Meadow Drive Business Association owns the market, and has developed a prioritization for participation that favors their members, but that the participation is limited by space. Kirkham asked to re- address what logo event promoters should use when receiving Town of Vail funding. Navas announced there would be a joint CSE meeting on April 19 with the Vail Local Marketing District Advisory Committee. Gedelmen expressed concern that the Town of Vail and Vail Resorts event calendars were not comprehensive. -- Adjournment @ 11:06 a.m. Kirkham moved to adjourn with McKown seconding. The motion passed unanimously, 7 -0. Minutes taken and submitted by Corey Swisher, edited by Sybill Navas February 24, 2009 Approved: Date: Dave Chapin, CSE Chairman ,'hrl_iary 24 . F!C9 i4 - CSE/sn _ 2009 Funding Allocations Revised: 3/ 3_1 / 09 Town of Vail: Commission on Special Events 2009 Funding Allocations 2009 CSE Funds Available: $836,810 Start 2009 CSE Funds Total Funds Pi Event: Producing Entity: Date 2009 Dates: Allocated: Contract Status: Funds Paid Out: Out: Amount Still Owed 2009 Unlimited Adventure Series Vail Symposium 1/29 6 Thursdays: Jan 29- Mar 5 $3,000 as of 2/20 $3,000 $3,000 $0 CarniVail Highline Sports and Entertainment 2/22 Feb 22 -24 & 27 $8,000 as of 2/13 $8,000 $8,000 $0 USSA Junior Olympics Ski and Snowboard Club Vail 3/5 March 5 -11 $2,000 as of 2/13 $2,000 $2,000 $0 Taste of Vail: Lamb Cook Off Taste of Vail 4/1 April 1-4 $20,000 as of 2/27 $6,667 $6,667 $13,333 Vail Film Festival Vail Film Institute 4/2 April 2-5 $57,000 as of 2/27 $38,000 $38,000 $19,000 Springbadc to Vail Highline Sports and Entertainment 4/13 April 13- 19 $70,000 submitted #2 3/24 $23,333 $23,333 $46,667 >Vail WhRewater Kayak Demos Sean Glackin 5/19 5 Tuesdays: May 19- June 16 $2,000 as of 2/27 $2,000 $2,000 $0 TEVA Mtn Games + IFSC World Cup Vail Valley Foundation 6/4 June 4 -7 $130,000 as of 3/6 $43,334 $43,334 $86,666 King of the Mountain Volleyball King of the Mountain Volleyball 6/19 June 19- 21 $7,000 as of 2/27 $2,333 $2,333 $4,667 > Lionshead South of the Border Fiesta Vail Chamber and Business Association 6/20 20 -Jun $11,000 as of 3/13 $3,667 $3,667 $7,333 Vail Farmers' Market and Art Show Meadow Drive Partnership 6/21 14 Sundays: June 21- Sept 20 $56,000 as of 3/20 $18,667 $18,667 $37,333 Ambient Street Entertainment Resort Entertainment 6/26 June 26- Sept 7 $30,000 submitted 3/30 $0 $30,000 Vail Arts Festival Eagle Valley Events 6/26 June 26 -28 $18,000 as of 2/27 $6,000 $6,000 $12,000 BBQ Bonanza Vail Chamber and Business Association 627 27 -Jun $12,000 as of 3/13 $4,000 $4,000 $8,000 Vail Lacrosse Shoot -out Colorado Lacrosse Promotions 627 June 27- July 5 $10,000 as of 3/30 $10,000 $10,000 $0 Lionshead Friday Afternoon Club Lionshead Merchants Association 7/3 7 Fridays, July 3 -Aug 14 $20,000 sent 2/19 $0 $20,000 Vail America Days Eagle Valley Events 7/4 Sunday, July 4 $52,000 as of 227 $17,333 $17,333 $34,667 Kick -It 3v3 Soccer Tournament BEST Entertainment Sports & Television 7/31 July 31 -Aug 2 $35,000 sent 3/25 $0 $35,000 Sweet on Vail Vail Chamber and Business Association 8/15 15 -Aug $10,000 as of 3/13 $3,334 $3,334 $6,666 Vail Antique Festival Mc Presents w /LH Merchants Association 8/21 Aug 21 -23 $6,000 as of 227 $2,000 $2 000 $4,000 Gourmet on Gore Highline Sports and Entertainment 9/4 Sept 4-6 $54,000 submitted 3/30 $0 $54,000 Oktoberfest Highline Sports and Entertainment 9/11 Sep 11 -13 & 18-20 $66,000 sent 325 $0 $66,000 Colorado Grand Colorado Grand 9/17 Sep 17 -18 $3,000 $0 $3,000 GeoCache Dash Vail Elevation Innovation Labs 10/3 3 -Oct $4,000 $0 $4,000 Vail Valley Challenge Cup Vail Valley Soccer Club 10/3 Oct 3-4 $2,000 as of 2/27 $2,000 $2,000 $0 Snow Daze' Highline Sports and Entertainment 12/7 Dec 7- 13 $0' $0 Holidays in Vail' Eagle Valley Events 12/18 Dec 18- 31 $0' $0 Total Event Allocations: $688,000 $0 $688,000 Office and Meeting Expenses $3,500 $0 $3,500 Research/Event Evaluation $0 $o $o Total Administrative Allocations: $3,500 $0 $3,500 TOTAL ALLOCATIONS: $691,500 $195,668 $495,832 CSE Funds Remaining: $145,310 funding decision is being withheld until after the 2008 events occur and Thanksgiving to New Year's programming is reviewed. I _ 2009 Funding Allocations Revised: 3/31/09 Events with Funding Allocated by Vail Town Council: Cash Funding: Street Beat Winter Concert Series Vail Valley Foundation 1/21 10 concerts: Jan 21 -Apr 15 $25,650 as of 3/6 $12,825 $12,825 $12,825 American Ski Classic Vail Valley Foundation 3/18 Mar 18- 22 $5,000 as of 3/6 $5,000 $5,000 $0 Vail International Dance Festival Vail Valley Foundation 7/27 July 27 -Aug 11 $45,000 $0 $45,000 Hot Summer Nights Vail Valley Foundation 6/16 Tuesdays, Jun 16 -Aug 23 $24,525 $0 $24,525 Vail Jazz Festival Vail Jazz Foundation $23,850 sent 3/25 $0 $23,850 Vail Farmers' Market Meadow Drive Partnership 6/21 Sundays Jun 21- Sep 13 $5,850 as of 3/20 $0 $5,850 Bravo! Vail Valley Music Festival: New York Philharmonic, Philadelphia Orchestra a Bravo! Vail Valley Music Festival 7/1 July 1 -Aug 4 $157,500 sent 3/25 $0 $157,500 Bravo!Colorado In -Kind Funding: Ski Swap Ski and Snowboard Club Vail 10129 Oct 29- Nov 1 $5,285 4 days ice @ Dobson VVMC Spring Fashion Show & Luncheon 3/25 25 -Mar $7,500 300: 1 day parkir passe 2009 Hockey Tournament Vail Junior Hockey $15,391 1 day y Donovan days ice @ Dob: Skating Club of Vail Skating Club of Vail July 15 -19 and late Dec. $11,891 9 days ice @ Dobson Colorado Special Olympics Special Olympics Colorado Sundays, Jan -Feb $1,050cing passes for 7 Sunda TOWN MVAIL r m April 1, 2009 'NAIL Like nothing on earth'. 0 TC)WNOF{' r 1 � Like nothing on earth`: 3 V-NAIL Like nothing on earth': 4 NAIL Like nothing on earth. • And finally, a change from three continuous nights of concerts, to two V IL Like nothing on earth': 1. Add a free outdoor barbeque adjacent to the Pond Skimming Championships at Golden Peak - free to all attendees 2. We'll upgrade music to a name DJ — Mo Rockin' (Friday — Sunday) 3. We will install a process to impel guests to leave Golden Peak and go into Vail Village and Lionshead - an 'Epic Treasure hunt' with 50+ prizes including Epic passes, trips, skis, et, al. (we would welcome the involvement of merchants and retailers in this process) IONAIL. Like nothing on earth': i i Iul JUcly — crlu Lounge upens Lionshead Friday — Chris Isaak Concert Solaris i Saturday — Pond Skim, Golden Peak BBQ Golden Peak EPIC Treasure Hunt 7 Vail Village/ L Like nothing on earth': Marketing Support '� VAI L Like nothing on earth': I II i } w 4 T h a � nk Yo u. �r ti �r i a8 IP 111 41 A N ta- AW F sat ':. 'n A3 a,p P+^w, r�`4 Y __ z # ' 4`., 4P 'tP 9 Al VFIL Like nothing on earth': From: "Nigel Cooper" <ncooper @skiclubvail.org> To: "'Special Events "' <specialevents @vailgov.com> CC: "'Jennifer Geisness "' <jgeisness @skiclubvail.org >, "Aldo Radamus" <aradamus @skiclubvail.org> Date: Tuesday - March 17, 2009 11:50 AM Subject: Event Follow Up - USSA Junior Olympics hosted by Ski & Snowboard Club Vail Dear Sybill: Here is our follow up report. We had a great time during Junior Olympics. Hope you enjoyed reading about us in the local press. Let me know if you need more info. 1. An overview outlining the event's strengths and weaknesses: specifically, what went well and what measures could be taken to improve the event. * The USSA Rocky /Central Junior Olympics was a great event by any measure. We had typical Colorado ski racing weather.blue skies, hard snow and cool temperatures. Golden Peak Race Arena was in top notch condition and the best 13 and 14 year old athletes from across Colorado, New Mexico and the mid -west were all in attendance representing some 20 plus ski clubs and over 15 states! From March 4th -Mach 11th, the Ski & Snowboard Club Vail was the focus of our community as we put all our efforts into promoting winter sport for youth and showcasing our town and its people and businesses. What was Great? Local Media Attention (TV, Press, Radio, Internet) Interest of Local Businesses and support of the community Vail Resort's slope preparation /event department Volunteer Enthusiasm The kids who came here to celebrate mountain life (160 of them!) What needs more attention? Increased Media visibility for Vail's most important youth sport organization Better use of Village squares to host bib draws, opening /closing ceremonies and awards spectacles Better partnerships with village hospitality sponsors to ensure families, athletes, coaches are enjoying all the amenities, proximity and fun that Vail /Lionshead has to offer at a price that keeps them returning. Grandstands to accommodate the more than 200 people that showed up to watch the show every day. Spectator services such as food and beverage to feed them! 2. An event budget showing actual profit and loss numbers and how the CSE funding was utilized. * As per original request and budget, the $2000 in funding was used to supplement the cost of the official video produced by EEF HD. Each child goes home with one and we are hoping to have year -round broadcast of the show on local N soon. Full budget can be seen when completed with profit and loss. I will forward upon completion 3. A detailed overview of the marketing that was implemented to promote the event. Pre -Event 16 -Page "Official Program" pullout in March 4th Vail Mountaineer 3 x 4 minute segments live on N 8 3 x 4 minute segments on Plum N www.realvail.com /theskiclub lead up story Vail Daily sports coverage (2 articles) Vail Mountaineer Lead-Up Editorial Event Vail Daily Front Page Photo from March 4th to March 12th referring to Junior Olympics Vail Mountaineer Front Page Photo /Story March 6 - 12th referring to Junior Olympics March 4 -12 daily 4 minute live segment on Plum TV (9 shows) March 4,7,9,11 4 minute live shows in studio and on the hill (5 shows) on N8 Daily commentary of event live from Golden Peak Race City. Highliting athletes, results, sponsors Live results seen around the world Post Event Currently negotiating to play full 30 minute professional event video on TV8, Plum and FOX. Watch for it! Results booklet published for all athletes noting TOV on every page www.realvail.com /theskiclub follow up stories 4. Survey results showing the estimated effect on the following, per the CSE Criteria as described in the RFP: * Attendance numbers and demographic profile * 160 athletes (rocky /central region, 15 states, 13/14 year olds) * 1 in 5 kids had at least one parent here (moms and dads of above) * 1 in 5 kids had a coach here (professional ski coaches of athletes above) * Economic impacts to the retail, restaurant and lodging sectors of the community * 140 of the kids, their families and coaches ate slept and drank here for 7 plus days! * Visitor Intent to Return * 50% of athletes will return next year to event hosted here * Vail is Mecca for most of these families. Very good anecdotal feedback from visitors 5. Potential for growth and the development of sponsorships and media exposure. * There has never been such sustained front page coverage on a local event in Vail except for maybe World up * Getting to the local media from the other 15 states is our next goal. * Activation of current sponsors was met with critical acclaim. Next year will step up another notch * Follow up on TV and Radio coverage will become media exposure focus for 2010 event 6. Did the event impact Vail's "Sense of Community "? * Of course.ski racing, kids, family. Doesn't get any better than this in February. Through our "Official Program" we helped bring many together to feel a part of the fun and action. 7. Lastly, in light of the Vail Town Council's commitment to a sustainable environment, please describe any and all measures that were taken to produce the event in as "green" and environmentally friendly manner as possible. ,N * Our Schwag Bags were made from post- consumer materials and are reusable * Encouraged use of bus system in lieu of driving here each day * This is an area for improvement. Our Club has met with both VR and TOV in this regard recently and in our new fiscal year (May 1st) will make some significant purchase of bins, cleaning supplies and other sustainable products as well as implement an education mandate for all 70 staff to help sort, re -use and recycle better moving forward. Thank you for the support of the Commission on Special Events at TOV. Please call me with any questions. Sincerely, Nigel Nigel Cooper Development Assistant to the Executive Director <http: / /www.skiclubvail.org /> cid :image001.jpg @O1C90E88.4CCBFDDO 970.790.5133 t TOWN OF VAffj COMMISSION ON SPECIAL EVENTS Memo To: CSE Members From: Sybill Navas, CSE Coordinator Date: April 1, 2009 RE: Questions to address regarding Strategic Plan Revisions 1. Do you want to include the section describing the roles of other community organizations? If so, which ones? 2. Page 4: Continued commitment to fund on -going events that are profitable? 3. Page 9: Reference to consideration of "Green" event practices 4. Criteria Grid: a. Does it need to be revised to reflect better the differences in the types of events? b. Addition of Green Event Criteria 5. Next Steps? a. Addition of Action Steps? b. Develop an annual work plan? i a i 3 Town of Vail: Commission on Special Events REVISED Strategic Plan DD D A E _ Last revised: Tuesday, March 31, 2009 I u DRAFT Our Values: Integrity- Collaboration- Accountability - Respect Purpose: The mission of the Vail Commission on Special Events (CSE) is to support and assess a diverse collection of special events, both large and small, which promote fall's vitality, sense of community, and increase the quality of the experience for guests and residents year - round. The purpose of the Commission on Special Events Strategic Plan is to establish guidelines that will assist the CSE in developing and supporting a calendar of events that accomplish the following goals: ➢ Assist in balancing the year round economy ➢ Increase sales and lodging tax revenues in the Town of Vail ➢ Promote a strong sense of community ➢ Appeal to a diversity of interests ➢ Provide a better quality of life for guests and residents ➢ Entice visitors to return, and ➢ Increase the length of their visits This document is meant to be revisited and revised as the community evolves and action steps are completed. Working Document: Vail CSE Strategic Plan Revised 3131109 Page 2 of 12 3 v DRAFT Process: A committee was appointed by the CSE to develop a final draft of the plan. The committed consisted of CSE members Kerry Donovan and Rayla Kundolf, Vail Economic Development Manager Kelli McDonald and CSE Coordinator Sybill Navas. The document was reviewed by the following entities: Vail Local Marketing District Advisory Council (VLMDAC) Vail Town Council Vail Economic Advisory Council (VEAC) Vail Valley Partnership (VVP) Vail Chamber and Business Association (VCBA) Town of Vail Event Review Committee (ERC) Vail Recreation District (VRD) Lionshead Merchants Association Vail Mountain Marketing Meadow Drive Partnership Vail Valley Foundation (VVF) OTHERS? Adopted on (date) By the Vail Commission on Special Events Commission on Special Events Members: Dave Chapin, Chairman Robert McKown, Vice- Chairman Bobby Bank Kerry Donovan Meggen Kirkham Rayla Kundolf Heather Trub Working Document: Vail CSE Strategic Plan Revised: 3131109 Page 3 of 12 u DRAFT Background: 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 Strategic Fundamentals: The CSE will encourage and recruit independent event organizers to produce events in Vail by acting in a sponsorship role to provide seed funding for the development of new events and sponsorship dollars for on- going events, particularly existing events that are profitable and that are contributing to the economic vitality of the community. It continues to be the job of the CSE 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. Additionally, in keeping with the public trust and economic realities, every event investment will be held to a high level of accountability. A post - event recap will be expected from each event receiving public funding and will be publicly reviewed by the CSE. 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 better quality of life? 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 Working Document: Vail CSE Strategic Plan Revised 3131109 Page 4 of 12 DRAFT events that will appeal to a diversity of interests and provide a balance of activity and economic vitality throughout the year. Categories of Special Events: Special Events are as diverse as the people that they attract. Different types of events contribute to the community in different ways, and the CSE must remain cognizant that all special events do not serve the same purpose in the community. While recognizing that some events "overlap" into more than one category, in order to facilitate the comparison of the contributions that varying events bring to the community the CSE has developed the following categories of Special Events: Iconic Events: 1. Take place over a period of several days, or even weeks 2. Attract destination visitors from outside the region, and provide strong stimulus for the lodging, restaurant and retail community. 3. Nationally or internationally recognized competitions or cultural events that contribute to Vail's image as a world -class destination. 4. Leverage community contributions with major sponsorships. 5. Require a large number of volunteers and significant community support. Examples: World Alpine Ski Championships, TEVA Mountain Games, BRAVO! Vail Valley Music Festival, Vail International Dance Festival, Jazz Festival Role of the CSE: Review, evaluate economic impacts and potential, facilitate and recommend ParticiRatorn Events: 1. Attract destination guests and put "heads in beds" for the duration of the event 2. Provide benefit to the lodging and restaurant community. 3. Turnkey: the Town's role is that of a host site. 4. Capitalize on infrastructure that might otherwise be under - utilized. Examples: Kick -It 3vs3 Soccer, Vail Lacrosse Shootout, Vail Challenge Cup Soccer, Vail -Eagle Hockey Tournament Working Document: Vail CSE Strategic Plan Revised.• 3131109 Page 5 of 12 DRAFT Role of the CSE: Partner with the community, recruit, evaluate economic impacts and potential, provide sponsorship and /or site fees where necessary, facilitate, review Ambient Events: 1. Provide entertainment, activities and street vitality for guests who are already here, or who might come into town for an afternoon or an evening. 2. Attract visitors from within the region or the Front Range. 3. Help to keep people in town for longer than they might otherwise stay. 4. Contribute to Vail's image as a place where there is always something fun to do. Examples: Vail Jazz Festival, Summer Street Entertainment, Gourmet on Gore, BBQ Bonanza, Oktoberfest, Vail Farmers' Market, Lionshead Friday Afternoon Club, Vail Arts Festival Role of the CSE: Communicate and partner with the business community, develop concepts, encourage sponsorship development, provide funding where necessary, evaluate economic contributions, review Community Events: 1. Create a venue to celebrate major holidays and important community events, and to preserve the heritage and traditions of our community. 2. Provide for a better quality of life for residents: i.e. make people happy 3. Bring "neighbors" (Summit County, down - valley) into town 4. Do not have a strong ability to attract major sponsors and /or do not provide opportunity for additional revenue sources to the event producer or measurable economic contributions to the Town of Vail. Examples: America Days, Holidays in Vail, Trick -or -Treat Trot, Lionshead Easter Egg Hunt Role of the CSE: Facilitate, work with community organizations, contract for event production where necessary, evaluate and review Working Document. Vail CSE Strategic Plan Revised. 3131109 Page 6 of 12 DRAFT Givens: The Commission on Special Events (CSE) strategy assumes several givens: • Special events contribute to visitor satisfaction, sense of community and increased spending. • Cooperation and communication with other community organizations, including, but not limited to, the Vail Local Marketing District Advisory Council (VLMDAC), the Vail economic Advisory Council (VEAC), The Vail Valley Partnership (VVP), the Vail Chamber and Business Association (VCBA) and Vail Mountain Marketing are essential to the success of CSE's program. • Events that receive support from the CSE must be of a quality commensurate with Vail's image as a world -class resort. • The use of measurable criteria in event selection, funding and evaluation is critical to ensuring progress. • A single point of contact is required to support special event producers. The CSE is part of the Town of Vail's Economic Development Department 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. 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 percentage of these increased revenues should be used not only to help underwrite the costs of administration, but also for research, evaluation and further event development or recruitment. Working Document: Vail CSE Strategic Plan Revised.• 3131109 Page 7 of 12 DRAFT The CSE will: • Provide a balanced, year round calendar of events appealing to residents and guests of diverse interests. • Attract and develop events that will enhance and contribute to Vail's world -class reputation. • Attract visitors by dedicating resources to recruit and develop new events. • 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. • 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. • Assess and evaluate events to insure that the community benefits are commensurate with the investment of public funds. • Follow objective event selection, funding and evaluation criteria. • Develop critical success measurements: In coordination with the VLMD and appropriate research vendors, tools will be developed to regularly measure the following criteria: • Economic indicators • Increased sales tax collections • Increased lodging tax collections • Improved occupancy rates • Impact from direct event spending • Quantifiable marketing benefits • Contributions to sense of community: • Does the event improve the quality experience for guests and residents? • Does it pull down - valley residents into Vail? • Does it make people happy? Working Document: Vail CSE Strategic Plan Revised: 3131109 Page 8 of 12 DRAFT o Communicate with the local business community, the VCBA, the VVP and the VRD to insure that the events funded by the CSE have a positive impact on the local economy. o Ensure that event investments are closely coordinated with the economic needs of the community as recommended by the VEAC and with the broader marketing objectives identified by the VLMD. • Maintain biannual meetings with the VLMDAC and continue to work cooperatively to align the special events and marketing programs. • "Green Events:" The CSE will give preference to funding events that are committed to environmentally sustainable practices. • Encourage producers of major events to develop sponsorships and to reduce over time their reliance on Town of Vail funding and the percentage of the event budget that is funded with public dollars. • Demonstrate to the Town 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. • 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, Event Promoters and local businesses. • 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), the Vail Recreation District (VRD), Vail Mountain Marketing and the CSE. • Develop a refined program for the allocation of in -kind services to support Special Events. • 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. • Maintain a "single point of contact" for Special events. Working Document: Vail CSE Strategic Plan Revised.• 3131109 Page 9 of 12 DRAFT Roles of Other Community Partners and Organizations: Event Review Committee: (ERQ • Review Special Event Permit Applications • Facilitate the production of events in the Town of Vail • Insure that all events comply with Town of Vail regulations • Insure that the event will not compromise health, safety and environmental considerations • Work collaboratively with the event producer to insure that the event will provide the best possible experience for visitors, residents and businesses. Vail Chamber and Business Asgociation: (VCBA) • Communicate opportunities to participate in events • Produce events that will directly benefit the business community • Share information with the CSE as to what types of events are of the greatest benefit to the business community Vail Economic Advisory Council: tVEAQ • Adopt and implement an annual work plan which includes input into the VLMDAC and CSE work plans • Develop initiatives to increase economic vitality • Provide an economic lens to Town of Vail issues • Act as a sounding board for the Town Manager Vail Local Marketing District Advisory Council: (VLMDAQ: 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. Working Document: Vail CSE Strategic Plan Revised.• 3131109 Page 10 of 12 DRAFT • Budget appropriate resources to leverage ancillary marketing opportunities brought about by Vail's special events portfolio. • Insure that the Calendar of Events is maintained on the website Vail Mountain Marketing: • Communicate the need for events during off -peak winter time periods • Relay the overall Vail brand so the CSE understands the brand framework events should operate within • Enhance the marketing efforts of events (particularly those in the winter) via vail.com and other electronic communication efforts • Venues ?? Vail Recreation District: (VRD) Jamie Gunion Vail Valley Fou ation _(VVF) Mike Imhof and Ceil Folz Vail Valley Partnershi : (UP,) • Communicate the needs of the business community • Provide lodging data that can help to measure the success of particular events • Recruit participatory events • Marketing opportunities to help provide exposure for the events through VisitVailValley.com (calendar of events,) etc. Working Document: Vail CSE Strategic Plan Revised. 3131109 Page 11 of 12 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 The event is: (check all that apply) Iconic Participatory Ambient Community Does the event have the potential to: Benefit local restaurants Increase room nights Stimulate Retail Sales Contribute to Vail's 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? "Green Events:" How well does the event comply with Vail 's commitment to environmental sustainability? Producer Qualifications: Do they have the ability to produce an event compatible with the image of Vail as a "world class" resort? TOTAL SCORE: C,59 AfFmber Initials: S Amount of funding suggested: