The URL can be used to link to this page

Home My WebLink About2010-03-03 Support Documentation CSE RM 1 TO*W DAB COW*SIONONSPECNLEVENTS PUBLIC NOTICE: Town of • Vail: Commission on Spec><al Events Meeting Vail Town Council Chambers Wednesday, March 3, 2010 (a 9.00 a.m AGENDA: Administrative Items: (5 minutes) • Approval of the Minutes of the meeting of February 3, 2010 Coordinator Report: • Financial Report and Contract Status Introduction: Todd DeJong: Lonestar Security (5 minutes) Agenda items for joint meeting wNLMDAC on March 18 (10 minutes) • Criteria used by the CSE for determining event funding allocations • Overview of the events receiving funding in 2010 • In what ways can the VLMD help to market special events? • Other? Finalize Special Event Funding Allocations for 2010 Holiday Events: (60 minutes) Event proposals eligible for consideration include: • Eagle Valley Events: Holidays in Vail /requesting $75, 000 • Highline Sports and Entertainment: Snow Daze /requesting $100,000 • Skating Club of Vail: Holiday Skating Show /requesting $7, 000 • Vail Chamber and Business Association: ❑ Savor the Season/requesting $ 3,950 ❑ Santa's Workshop (in collaboration with the Vail Recreation District) /requesting $7,875 ❑ Holiday Gift Wrapping/requesting S4,450 New Business: (5 minutes) Adjournment: 10:25 a.m. i r Next Meeting: Joint Meeting with the VLMDAC: Thursday, March .18 CSE: Wednesday, April 7, 2010 @ 9:00 a.m. f i t OVAJUL� T�OWN COMSSON ON VIECAL EWP.g i Town of Vail: Commission on Special Events MeetinE Vail Town Council Chambers Wednesday, March 3, 2010 @ 9:00 a.m. AGENDA: Administrative Items: (5 minutes) • Approval of the Minutes of the meeting of February 3, 2010 Coordinator Report: • Financial Report and Contract Status Introduction: Todd DeJong: Lonestar Security (5 minutes) Agenda items for joint meeting w/VLMDAC on March 18 (10 minutes) • Criteria used by the CSE for determining event funding allocations • Overview of the events receiving funding in 2010 • In what ways can the VLMD help to market special events? • Other? Finalize Special Event Funding Allocations for 2010 Holiday Events: (60 minutes) Event proposals eligible for consideration include: • Eagle Valley Events: Holidays in Vail /requesting $75,000 • Highline Sports and Entertainment: Snow Daze /requesting $100,000 • Skating Club of Vail: Holiday Skating Show /requesting $7, 000 0 Vail Chamber and Business Association: ❑ Savor the Season/requesting $3,950 ❑ Santa's Workshop (in collaboration with the Vail Recreation District) /requesting $7,875 ❑ Holiday Gift Wrapping/ requesting $4,450 New Business: (5 minutes) E Adjournment: 10:25 a.m. t r E- e Next Meeting: Joint Meeting with the VLMDA C.- Thursday, March 18 F CST: Wednesday, April 7, 2010 @ 9: 00 a.m. r d i Y A OVARM TOWN ON Ev" MINUTES: Town of Vail: Commission on Special Events Meeting Vail Town Council Chambers Wednesday, February 3, 2010 @ 9:00 a.m Members present: Bobby Bank Jenn Bruno Dave Chapin Meggen Kirkham Rayla Kundolf Robert McKown Heather Trub TOV Staff Present: Sybill Navas, CSE Coordinator Kelli McDonald, Economic Development Dept. Manager Corey Swisher, Executive. Assistant to the Town Manager Kristen Bertuglia, Environmental Sustainability Coordinator Bill Carlson, Others Present: Laurie Asmussen, Eagle Valley Events Chad Young, Vail Recreation District (VRD) Jeanmarie Angarolla, Dawn Ristow and Donna Yoder: Skating Club of Vail Richard tenBraak and Joyce Gedelman- Viers, Vail Chamber and Business Association (VCBA) Joe Blair, Fall Creek Branding Ilene Rapkin and Greg Hittleman, I Openers/Vail Restaurant Month Katie Richardson, Vail Resorts Marketing James Deighan and Missy Johnson, Highline Sports and Entertainment Susie Tjossem, Colorado Ski Museum Angela Mueller, Vail Farmers' Market CSE Chairman Dave Chapin called the meeting to order at 9:00 a.m. Administrative Items: Motion to approve the Minutes of the meeting of January 6, 2010, as presented. M /S /P: McKown, Bank, Unanimous CSE Minutes: February 3, 2010 Page 1 of 6 a v Coordinator Report: • CSE Members reviewed the financial report and the status of contracts. No issues were raised. • Navas reported that she and Kelli had met with Rhonda Jackson and Shawntelle Perkins of the Colorado Soul Festival. They stated that they were very close to determining a host hotel, and that the final decision was dependant on whether the Solaris site might be available to them as a concert venue. She reported that they have a contract for the Gerald Ford Amphitheater for Friday and Saturday, August 20 -21, with a tentative hold on it for Sunday, and that they are still considering a Sunday Gospel component on the 22 in the Solaris Plaza in conjunction with the Farmers' Market. Finally, Navas stated that they have decided to rename the event, but have not disclosed the new title pending the finalizing of the trademark, and that they should have an update on the signing of a title sponsor for the festival by March 1. • Navas reported that the Vail Rotary Club has decided to hold their annual Duck Race event as originally scheduled, Sunday, September 5. Members requested that a letter be sent to the Liquor Board recommending that the Duck Race and Gourmet on Gore be required to operate their events under a single Special Event Liquor License so that the guest experience will be as seamless as possible. • Navas updated the board on the ongoing discussions with the Farmers' Market regarding their venue on Sunday, July 4. She stated that the town is committed to work with the producers of the market to insure that the event can be held on that date and that the parade route will not be impacted. It is unlikely that the Solaris Plaza will be available, as their projected TCO date is July 2. The ski company has offered the use of Mountain Plaza to the market. The market is also exploring options along East Meadow Drive, east of La Tour. The Meadow Drive Partnership Board of Directors will make a decision on whether they prefer to have a smaller market on the eastern end of Meadow Drive, or whether they will move all or part of the event to Mountain Plaza. • Navas informed the CSE that she had met with Town Attorney Matt Mire, Peter Knobel and his representatives to discuss the use agreement for the Solaris Plaza, which is expected to become available after July 4. She will be keeping a list of event producers who would like to book the plaza later in the summer. Another meeting will be scheduled in March to determine how the plaza will be booked and permitted for special events. Vail Olympic Village /AKA Vancouver "Vail Style ": This discussion was moved forward in the agenda in consideration of a previous engagement for Tjossem. Navas explained that this item was on the agenda because the Special Event Permit had been filed by Highline Sports, under contract with Vail Resorts, but that the original funding allocation was made to the Colorado Ski Museum. Since the CSE's funding application requires that the Special Event Permit be submitted by the same entity that was awarded the funding allocation, the CSE is being asked to re -affirm their allocation of $5000 for this event. Susie Tjossem, representing the Colorado Ski Museum and James Deighan, representing Highline Sports and Entertainment explained the evolution of this event from the proposal that was submitted by the Ski Museum and approved for CSE funding in October. Tjossem explained that because of the limited funding from the CSE, they had partnered with Vail Resorts to showcase the Olympic events that feature our local athletes. The event will consist of 3 separate big screen events in Vail Square at Arrabelle on the evenings when the television coverage will include the women's Downhill, Super G and slalom events. The Ski Museum will CSE Minutes: February 3, 2010 Page 2 of 6 f l have a "museum within a museum" featuring former Olympians, special displays and daily television coverage from Vancouver for the length of the games. Tjossem explained that the intent is to bring people into town to share in celebrating the Olympic events. Kundolf expressed that she felt the event was originally intended to promote the Colorado Ski Museum and "Colorado's own," as opposed to Vail Resorts. Navas commented that the town's Event Review Committee had requested that the event recognize all of Vail's Olympic athletes, not just Lindsey Vonn. The CSE agreed by consensus that the new event format was acceptable, and that the contract with the ski museum should move forward as originally awarded. Restaurant Month Update: I Openers representatives Ilene Rapkin and Greg Hittleman thanked the CSE for their support and informed them that they had planned this trip to Vail to gather feedback on their concept and that the restaurant community had been enthusiastically supportive. They announced that they have hired Meggen Kirkham to be their local contact and that they expect to hire a local marketing director as well. They suggested that they are considering changing the name of the event to "Vail in Autumn," in order to include the retail community, and that it would embrace a broader concept which is designed to appeal to Front Range families, locals, couples and singles. Bank expressed concern that they are "trying to be everything to everyone," and asked, "What are the events... show us how this is not just a marketing program." Rapkin responded that the plan is still evolving and described the tentative layout of the month: • Week 1: "From Market to Table" in conjunction with the Vail Farmer's Market and "Little Foodies in the Kitchen," which is a program to educate children about nutrition using local restaurants as the venues for seminars and activities. • Week 2: Romance Weekend: Spa, dinner Vail and outdoor activity packages including a possible "dessert trek." • Week 3: Varied events focused on activities • Week 4: Partnership with a major wine region is being finalized and will include trade events, seminars, winemaker dinners, events such as tastings within retail spaces, etc. Bruno remarked, "Vail in Autumn, what is that ?" and commented that it would be better to focus on food and restaurants. Kundolf added that 90% of visitors to Vail in the fall are couples and singles, and not necessarily "kid - friendly." She added that, like Bank, it is important to see the "event," not just the marketing of restaurants. Hittleman, who has moved part-time to Denver to facilitate marketing the event on the Front Range, said that he has been working with several of the bigger school districts in Denver to develop programs that they will bring people to Vail. He stated they will be at a point to focus more on the specifics at the next presentation. The board then emphasized that the event should primarily be activity based. MTRIP Report: Kelli McDonald explained the new format which includes identifying the dates on which special events were held juxtaposed with occupancy rates. The information shows a i clear relationship with major events and spikes in hotel occupancy rates. CSE members expressed their thanks and commented that it was valuable information. Green Events Requirements: Town of Vail Environmental Sustainability Coordinator, Kristen Bertuglia, presented the revised "Green Events" permitting requirements, which had been recommended in 2009, and are now part of the requirements for a Special Event Permit. She explained that the revisions committee included Greg Schwartz from Highline Sports, Joyce i CSE Minutes: February 3, 2010 Page 3 of 6 Gedelman -Viers from the VCBA and Amy Oberley from the Taste of Vail, as well as Navas and McDonald. She also introduced the "Celebrate Green!" program which will publicly recognize events that take extra efforts to operate in an environmentally conscientious manner. CSE members complimented the group on their efforts. Final Event Recaps and Review of Proposed Revisions to the 2010 Winter Holiday Event Applications: Snow Daze: James Deighan, representing Highline Sports and Entertainment, distributed an overview of the 2009 event and remarked on highlights that included the Snuggie Pub Crawl where over 1200 snuggies were distributed in 10 minutes, the Dummy Gelunde Competition "under the lights" which created an exciting ambience and cited the Yukon Cornelius concert as one of the best performances to ever take place in Vail. He added that their partnership with the Reverb Eco Village at Eagle's Nest and the strong support of Anheuser Busch and Vail Resorts makes it possible to provide "A List" entertainment for free, highlighting the concept of "giving back" to the community and visitors. The report shows event specific attendance of 25,000, and incremental spending estimated at over $8M, resulting in a 6.2 to 1 return on investment to the Town of Vail. Holiday Skating Show: Jeanmarie Angarolla, Dawn Ristow and Dawn Hiller of the Skating Club of Vail described this year's event as the most successful ever, providing affordable family entertainment for the community. She stated that they per the CSE's request, they had increased their marketing and that it seemed to have paid off. Kundolf suggested that they should be more aggressive about getting sponsorships. Ristow, noting that the arena had been built with a gift from a "figure skating family," expressed concern that they had lost half their dates this year (those allocated by the Town Council) and that they are worried that events will displace skating. Navas explained that this was done in order to accommodate the participatory sports recruitment program. Ristow added that the arena management should require that events be dismantled the same night as they end to free up skating for the following day. CSE members commented that this was a matter to be taken up with the VRD. Hiller closed by thanking the CSE for their grant and stated that without that contribution they would have lost money. Holidays in Vail: Laurie Asmussen, representing Eagle Valley Events, distributed a complete review of the event, including a summary of data gathered from surveys taken by an independent firm at each of the three event's components, which included the Thanksgiving weekend tree lightings and parade of lights, the holiday markets and the First Night Celebration. Stating that she would like to produce only what she can control, Asmussen presented a revised proposal for the 2010 Holidays in Vail event, which does not include the holiday markets that had not worked as well as was hoped. She added that the three major components would be better served by being marketed individually, rather than under an umbrella effort. CSE members remarked that the cards which listed all of the activities and events of the holiday season, were very helpful and should be available earlier. They encouraged Laurie commit to an earlier deadline for the submittal of information from other organizations who wish to be included. The board also suggested the option of alternating the parade route annually, so that it does not always end in LionsHead. CSE Minutes: February 3, 2010 Page 4 of 6 f r i VCBA Events and Activities: Rich tenBraak and Joyce Gedelman -Viers distributed event recaps for each of the three holiday events produced by the VCBA, all of which included revised l funding requests for 2010. They emphasized that these were ambient events that had no marketing dollars available, but were designed to enhance the guest experience and draw in locals and down - valley folks. • Savor the Season: CSE members expressed their frustration that there was no report of how many people took advantage of the program, and that the VCBA should be tracking dining participants, not the number of restaurants participating. tenBraak explained that there was no way to measure the direct impact, because most of the restaurants were hooked into other promotions as well. Kirkham commented that, from her conversations with the restaurant community regarding Vail Restaurant Month, they are "sick of the discounts" and suggested that the program should be a "value- added, experiential" offering designed to complement festive nights with shopping, gift wrapping etc. • Santa and Friends: Referring to the recap presented to the CSE at the January meeting, tenBraak reiterated the success of the workshops and the appeal to a "great mix of guests and locals." • Gift Wrapping: tenBraak commented that this was not compatible with the Santa and Friends Workshops, as originally thought, primarily because the parents needed to be with their children at the Santa events. He suggested reconfiguring the program by tying it to the Vail Village and LionsHead retail areas and moving it closer to Christmas as an enhancement to a night of special shopping and dining opportunities. CSE members were again frustrated at the lack of information regarding the numbers of people that took advantage of the program. Discussion: Develop a strategy for implementing a third party event survey requirement for 2011 so that the CSE will have information that will result in wrap -up reports with a consistent ROI model for apples to apples comparison of events. CSE members agreed to defer this discussion to a future meeting due to time constraints. Navas and McDonald will work to get an estimate of the cost of various alternatives. New Business: t Navas reminded the members of the joint meeting with the VLMDAC on Thursday, March 18 from 8:30 — 9:30 a.m. CSE members suggested that Will Patterson, whose information was included in the packets, i apply to the CSE as part of the 2011 event funding allocation process. Navas will work with the town's IT Department to develop a more convenient means of distributing meeting information electronically. All presenters will be held to a submittal deadline of noon on the Thursday prior to the meeting. i Motion to adjourn at 11:55 a.m. M /S /P: Kirkham, Trub, Unanimous f CSE Minutes: February 3, 2010 Page 5 of 6 Minutes taken by Corey Swisher, Executive Assistant to the Town Manager Edited and submitted by Sybill Navas, CSE Coordinator February 3, 2010 Approved by Date: Dave Chapin, CSE Chairman Next CSE Meeting: Wednesday, March 3, 2010 @ 9:00 a.m. CSE Minutes: February 3, 2010 Page 6 of 6 Town of Vail: Commission on Special Events 2010 unding Allocations 20 10 CS Funds Availa -- - ! - - - - -- - $836,810 Start CSE Funds Event. Producing Entity: Location: I 2010 Dates: Contract Status: Funds Paid Out: Funds Amount Still i TOV� Attendanc Ratio*** Ttl Incremental Date Allocated: Paid Owed' Rol Spending -- - -- - submitted - -- - - - - - I _ _ >Vanc ouver 2010 "Vail Style" - �Colorado Ski Mu seum W Feb 12- 28 12 -Feb $5,000 2/9/resubmitted 2/26 $5,000 il ( r _ 1 - - - -- - - -- - -- - _ C Vail - _�Hig_hl Sports and E ntertainment Various _ Feb 14- 20 I 14 -Feb $8,000 as of 215 55,334 � $5,334 $2,666 � - - - -- - USS Junior Oly m�cs_ Ski and Snowlward Club Vail Gold Peak + Bvr Creek Mar 2- 11 2 -Mar submitted 3l1 -- -- - -- - -- - - - $2,000 $o $2,0001 V ail Film Festi Vail Film Instit Vail and Bvr C reek Aril 1 4 -_ 1-Apr $45,000 as of 2/12 $15,000 $15,000 -- $30,000 $15,000 - -- sale of Vail Taste of V ail Various April 7- 1 0 q r $20,000 $0 $20,000 ------- ----- - - - - -- - - - -- - nn o ad H' hline Sports an Entertai V arious r 18 r as of 2/5 $18,333 $18,333 $36,667 - - - -- - -- $55, 000 >Vail Gaelic Games E le Valle Events as of 2/12 $6,667 $6,667 $13,333 - - - -- t -- _�'_ - . _ - -_ Ford Park -_ 16 $20,000 ai e water yak Demos Se Glack - VV , Ma 1 -June 2 sent 1125 $o $2,000 $2,000 TEVA Mt n Games and IFSC Vail Va lley Foundation Various as o $40,000 $120,000 f 2/5 $40,000 $80,000 uth of the Bor der Fiesta Vail Chamber and Business Association LH sent 1/25 � $10,000 - - - - -- - - - - - -- - , June 12 $10,000 $0 m the Mountain Voll� ball K ing of the M ountain V olleyball Font Park 20 - $6,500 as pf2/26 $2,167 $2,167 $4,334 $2,166 Vail Farmers' M arket a nd Art Sh Meadow Drive Partnership Me s : June 20- Sep - $48,000 $0 $48,000 -- Ambient St reet Entertainment Resort Entert W and LH 11 weeks: June 25 Sept 6 $20,000 $0 $20,000 Vail Arts Festival - - Eagle Valle Events LH Mall & V il Saw- ne 25- 27 2 -Jun as of 2/12 $5,000 $10,000 -� -- - $15,000 $5,000 BBQ Bon - - -- - - Vail Chamber and Business Association j �- $10,000 sent 1/25 $0 $10,000 - -- - -- - - - - - - - - - - -- - - - -- -_. Sa turday, Jun 26 26 -Jun - - -- - i - V ail Lac rosse Shoot -out Co lorado Lacrosse Prom otions Park June 26 July 4 26 -Jun $10,000 sent 1/25 $0 $10,000 - -- - -- ion shead Fri Club - Lionshead Merchants Association a & Vail S uare 7 Fridays, JuIY 2- Au�t3_ I - 2 -Jul $12,000 - - L $0 $12,000 -- - Vail America Da s Y Y -_ as of 2/12 Eagle V alle Events W - - - -- 4 -J - -_ - - -- 4-Jul - $5 0,000 I $16,667 $16,667 $33333 -- - - V ail Anti que Festival -- BEST Entertainment S ports &Tele visio MC Presents w /LH Mercha Association LH Maly Vail S uare Jul 16- 18 16-Jul $ 4_,500 - - -- -- _ Kick -It 3v3 S occer Tourn ament n Ford Park Jul 30 Aug 1 - - 30 -Jul $35,000 submitted 2/25 $0 $35,000 - -- - - - > obrado Soul Festival Lea Entertainment JE Various 20 - Au ust 20-22 - Au as o $16,667 $16,667 $33,333 - i - - ___ $50,000 f 2/5 -- - - -- -- -- - -- - ff G ourmet on o Hi hline Sports and EW Se 3-5 as of 2/5 $16,667 $33,333 - 3-Se _ $50,000 $16,667 o es Hi hline S rts and EnLH & W Se 10- 12{LH�+ 17- 19 W 10 -Se as of 2/5 $18,333 - $55,00 $18,333 $36,667 o orado Gran Colorado G rand LH Mall & Vail S uare Thu -Fri, Se 16, 17 16 -Se as of 1/29 $2,500 $0 - q- $2,500 $2,500 >V Restaurant Month 1 Op eners Holding C Various t S 20- Oct 17 20 -Se as of 2/5 $15,000 $30 000 p $45,000 $15,000 a Valley Challenge Cup Soccer V ail Valle S occer Club Ford Park + E le Ct October 2 -3 2 -Oct as of 2/12 $1,500 SO - - -- Y $1,500 $1,500 Holida sin Vail Ea le Va lley Events Various - Nov 27- Dec 31 27 -Nov tentative $0 $60,000 $60000 nom aze H ighfine Sports and E December 6 12 g_p tentative - - -- .- --_ - -_ $50,000 $0 $50,000 Holida Ice Show The Skatin Club of VaDobson Dec 27 -28 27 -Dec $2,000 tentative $0 $2,000 Partici o S rts Grou Vail Valle Partnershi Various N/A $20,000 invoice TOV on Aug 1 $0 $20,000 ! ! Total Event Allocations: $834,000 _ $1s7,002 $636,998 - - 1 Office and Meeting Expenses $2,810 $96 $2,714 - 1 Research /Event Evaluation' - - _4 _ $ _ Total Administrative Allocations: -- - - - - - - - 12,810 - - - -- - -_ $2,714 TOTAL AL 5836,810 C Fu nds R $O Y t _ - -- - -- } - -- - - - - - - - L__t -- - - - - -- - - $639,712 i T Contract Events Receiving Funding Allocated by Vail Town Council: Cash Funding. In -Kind Funding: S tatus: Street Beat Winter Concert Series Vail Valley Foundation 1 $25,650 13 -Jan $7,500 PD & PW Support s 4 American Ski Classic Vail Valley Foundation $5,000 Mar 18-21 $3,000 Parking Vail International Dance Festival Vail Valley Foundation - -- - -- -- $45,0001 26-Jul t9 -- __- - -- - - -� -- - - - - - - -- - � - -- - - - -- - -- - _ _ - t 10-Au 15 -Junto Hot Summer Nights Vail Valley Foundation $24,525 17 Augll $2,800 PD Presence.. Birds of Prey Vail Valley Foundation $10,000 TOV Buses Vail Jazz Festival Vail Jazz Foundation $30,600 Jun- Sep - Bravol Vail Valley Music Festival: New York Philharmonic, Bravo! Vail Valley Music Festival 5158,500 25-Jun to 15 Ford Park Parking Philadelphia Orchestra , Outreach 30 -Jul andNRO -- — - - - -- - - -- -- - - +- -- - I - - - -� - - -- - - - - -- - -- - - - -- - - - - Ski Swap !Ski and Snowboard Club Vail Oct 28- 31 $5,285 4 days ice (B Dobson - _ - - -_- -- - - — - - - - - -- i — -- - — - -- - - - - -- - r - -- --3-0-0—:1 - - - - - -- -- 1 WMC Spring Fashion Show 8 24 -Mari $7,500 day parking Luncheon - - -- -- Passes -- - - - - - 3 Nov 1 day @ Donovan j 1 2009 Hockey Tournament i Vail Junior Hockey wee $10,125 kends 5 days ice @ Dobson Skating Club of Vail Skating Club of Vail j Jul 14 -18 + late Dec $6,625 5 days ice @ Dobson - - _ t r Colorado Special Olympics (Special Olympics Colorado Suns: Jan /Feb /Mar $1,050 42 Parking Passes (LH) - I Vail Farmers' Market Meadow Drive Partnership 20 -Jung $4,500 TraffiGBuses/Signs Total C Allocations: $289, $23,300_ -- Total TOV Event Funding: $1,146,575 Revised: 3/2/2010 CSE/sn 2010 RFP Grading Sheet 3/2/2010 201_0 Holiday Event Fundin Requests CSE Gra Report and R for Fund 2010 TownCouncllNl - $"Min {11;,000 {111,000 � {H{r100 }11!.00{ I__ N/t,00D {11><000 � {11!,000 {11=,�{er {11tOp {11!,000 {11!,000 Ch apin _ �IIrB. __ . Kirkham EfBR/p _.. M cKown Cumulative Ewft., Event: Producing E 2010 Proposed 2009 Funds 2010$$$ Revised - - 6M6i� dsrsS55d Scare Suggested -- Suggested .- - -- [ 2010 CSE Dab: 0 ntity: Location: Dabs: Received: Requested: Rsgwsb: AOy Stove S AO�at a�D qp She: Scoro: ��. 08g8C. '�� Tool Bcon: Ave An 81aR Rcmdtn: Funds - ___ _ __ µ8a 12A1 Snow Due Hiphline marts art Emertamment Various December 8-1 _555 000 _ _ 5100.00 _ 5100,000 07 - --- - ' ` ' 'F'^ - - -- . 555_000 N {IO,O ie - _ -- . $80,000 - IN _ 78 s5 t1,000 1 2 501 - - -- - -- - -- -- -_atad: - -� _______ �5 AllouOOn• ,. f 1R7 HOlfda In Vall Eagle V alley E vems - - - - - -- Various - -- Nov 27• Dec 31 _589,185 575,000 =70,900 p 550,000 !1. 82 547,000 p� 78 (52,000 71 43g -__ is_4 000 $55,000 1 127 Santa and Fronds V ail Chamber an d Business Association a Vrious - - - -- Nov 27- Dec 18 55,000 (5,000 $7,875 p $3,500 '. _ 00, 81 51,000 M 350 - - - -- 12/17 Holkla Ice show 34 520 The Sk atirq Club of Vafl Dobsgl Dec 2) -28 55,200 57,000 _ 57,000 f3 357 yt oc_ - -- i 11/17 Savor the Season Vail C hamber ar M Business AssoGatbn Vall R estauran t s _Nov 27- Dec 16 51,150 S1,2W j3,psp �' ; - ` r " 53.500 ` > 41 _ $3,000 {0: • # `S7 _ - -__- SO a! -� 300 f2 929 $3,000 t 1127 HoIMa GM W Vail Ohamber anA Business AssoGnion Varous Nov 27- Dec 16 450 800 yt 480 - -- so ' ^ " 25 - --- -- �' - - - - -� w 2�7 -- $g - " -- " 1W --- 113 -- - -._ $ 56 f112 000 ,, 51 000 , �... , , Total Evert Allocations: $196 200 $194175 - SH2 000 $112000 - $111 286 $112 0 -- - - - - CSE Funds Rsmainlnp - - - -� -- - _ - -- .. _ ($88,200) ($82,175) ' $4,000 f0 $1.000 j0 - j0 $O j0 $714 $0 $112,000 (2/25/2010) Sybill Navas - Vail Restaurant Month Status report: Hello from Page 1 From: Ilene Rapkin <ilenerap @aol.com> To: Sybill Navas <specialevents @vailgov.com> CC: Greg Hittelman <ghittelman @gmail.com >, Ilene Rapkin <ilenerap @aol.com> Date: 2/25/2010 8:51 AM Subject: Vail Restaurant Month Status report: Hello from Ilene & Greg Hello Sybill, Hope you are well. We just want to give you a quick status report on VRM: I 1. We are in aggressive outreach and are having discussions with corporate sponsors in several categories. We're proud to tell you that we are moving forward with a exciting partnership with Sonoma Valley Vintners and Growers and actually have signed on our first of six wineries. 2. We have hired a senior exec in NY for some additional outreach to some very prestigious clients to be partners for VRM. 3. We will have our logo approved by mid -to late March and will be finalizing our calendar of events by mid -April 4. We have had many productive conversations with hotels, lodges, CME, restaurants and will begin pursuing formal agreements with them by end of March. 5. Our advertising campaign is launching in March with a strong initial focus on social media., including a new Vail Restaurant Month Facebook page and some teaser PR and event postings in Denver, Front Range and major markets around the country. Please remind us when the CSE meeting in April will take place as we hope we can attend. As you know, we will be in Vail from April 6th -12th for both taste of Vail and then continued Vail Restaurant Month outreach. All the best, Ilene & Greg ' BMR B &Marketing Research Services Research * Analysis • Planning VIA EMAIL March 3, 2010 TO: Sybill Navas, Kelli McDonald Town of Vail FR: Dick Puetzer RE: Recommendation for Funding Special Events Economic Impact Research At Joe Blair's suggestion, I developed a recommendation for how costs might be shared between the Committee for Special Events ( "CSE ") and event producers to standardize the Economic Impact Research for Special Events. The following is my suggestion of a starting point for discussing how to allocate the cost of conducting Economic Impact Research for the various special events supported by the CSE. BACKGROUND Each year the CSE financially supports a number of special events held within the Town of Vail. The amount of support varies from a low of $1,500 to a high of $75,000. Most of the events are held during a short, specific time period, ranging from approximately 1 — 4 days. A few events, such as the Vail Farmer's Market, are prolonged events, transpiring over a series of Sundays or during an entire month. As part of its fiduciary responsibility, the CSE wishes to determine if the financial support it provides for the various events is well spent. While all event producers are required to provide economic impact data after their event, questions have been raised about the accuracy of the data as well as the consistency of information provided. Hence, discussions have begun to determine if a consistent and structured economic impact research plan can be developed and funded. OBJECTIVE I The objective of this document is to recommend an approach to develop a consistent and structured economic impact research plan with costs shared by key event producers and the CSE. RESEARCH COST ESTIMATE 2692 Kinnikinnick Court • Vail, CO 81657 • Phone & Fax: (970) 476 -2367 • www.bmrs- research.com "SNR *- Business & Marketing Research Services Research • Analysis • Planning It is estimated that the cost to conduct an Economic Impact Research Survey for an individual event would be approximately $4,500 if conducted on a ,stand -alone basis with a Deleted: stand alone written final report with graphs and charts, etc. ----------------- - - - - -- To control costs and build a data base of comparable information, a standardized questionnaire would be developed with perhaps 15 questions and another 4 — 5 event specific questions for each producer's use at their discression. A goal of 200 completed interviews would be set per event and, as opposed to a full- fledged written report, a 2 — 3 page topline report without graphs and charts would be prepared. The approximate cost for this approach could breakout as follows depending upon the information needs of the various parties: *Development of a generic questionnaire and database creation.. .$1,400 *Event specific cost w/bullet point report ...... .........................$2,900 *End -of -year summary comparison report ...... ..................$3,000 - $6,000 RECOMMENDATION The total amount of funding for 2010 is budgeted at $789,000. Of this amount, 61.5% ($485,000) is allocated to 12 of the 30 events receiving funds. (See the table below.) EVENTS WITH THE MOST $ SUPPORT 1 TEVA Mountain Games $75,000 3 Holidays in Vail $60,00 4 S rin back to Vail $55,000 5 lOctoberfest $55,000 6 Gormet on Gore $50,00 7 Snow Daze $50,000 8 Colorado Soul Festival $50,00 9 Kick -it 3v3 Soccer Tournament $35,000 10 Taste of Vail $20,000 11 Vail Gaelic Games $20,000 12 Vail Arts Festival $15,000 TOTAL FOR 12 EVENTS $485,000 TOTAL FOR ALL EVENTS $789,000 PERCENT COVERAGE 61.5% Funding for these events ranges from $15,000 to $75,000. It is recommended that the research be conducted across these events to gauge the impact of the majority of the CSE's contributions. 2692 Kinnikinnick Court • Vail, CO 81657 • Phone & Fax: (970) 476 -2367 • www.bmrs- research.com • BNR. Business &Marketing Research Services Research • Analysis • Planning These events have been selected for research because they are structured to attract large numbers of visitors to Vail. The other events either generally receive small financial support, are small in nature or are of such nature that the cost of the research would potentially be questionable. Additionally, their budgets may not be able to support the research cost. i The total costs could be allocated as follows: 1. The CSE would cover the initial setup costs. 2. The CSE and each event would share the individual event cost, perhaps 50% / 50% or 33% / 67% with the producer paying the 67 %. 3. Final summary report costs would be covered by the CSE. a cost for the CSE across 12 events would range from $11,600 - $17,400, depending upon how costs are shared, plus any additional costs for a summary report. The cost for an event producer wou e e een - 0 0 sharing). SUMMARY The cost information presented above is a rough estimate based on what I have done for previous events such as the TEVA Mountain Games, The Vail Film Festival and similar research in other communities. It is not offered as a bid or firm price but rather to create a ballpark understanding of the potential costs. Please let me know what you think. Best regards, Richard C. Puetzer Business & Marketing Research Consultant 970476 -2367 2692 Kinnikinnick Court • Vail, CO 81657 • Phone & Fax: (970) 476 -2367 • www.bmrs- research.com