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HomeMy WebLinkAbout10_04_07 Minutes MINUTES: Commission on Special Events Meeting Vail Town Council Chambers Wednesday, April 7, 2010 @ 9:00 a.m. CSE Members Present: Bob McKown Bobby Bank Jenn Bruno Meggen Kirkham Rayla Kundolf Heather Trub CSE Member Absent: Dave Chapin TOV Staff Present: Sybill Navas, CSE Coordinator Kelli McDonald, Economic Development Manager Corey Swisher, Executive Assistant to the Town Manager Others Present: Todd DeJong, Lone Star Security Richard tenBraak, Vail Chamber and Business Association (VCBA) Jessica Stevens, Vail Valley Partnership (VVP) Sarah Franke, LionsHead Merchants Association Nigel Cooper, Ski and Snowboard Club Vail (SSCV) Mike Imhof, Vail Valley Foundation (VVF) Mia Vlaar, Vail Jazz Foundation (VJF) Joe Blair, Fall Creek Branding Dick Puetzer, Business and Marketing Research Services (BMRS) Kristen Jennings, “Vail, Beaver Creek Magazine” In the absence of CSE Chairman Dave Chapin, Vice-Chairman Bob McKown called the meeting to order at 9:00 a.m. Administrative Items: Motion to approve the minutes of the meeting of March 3, 2010, as presented. M/S/P: Trub, Bank, Unanimous Coordinator Report: Navas reminded the members of the Community Meeting: Thursday, April 8 @ 8:30am at the Lodge at Vail CSE Members reviewed the financial report and status of contracts. No issues were raised. Rich tenBraak, reaffirmed that the two VCBA events that were funded by the CSE, South of the Border Fiesta and BBQ Bonanza, will go on as planned. Lourdes Ferzacca, who is President of their Board of Directors, has volunteered to organize the events. Vail Restaurant Month and Vail Soul Music Fest Update: Meggen Kirkham reported that Rhonda Jackson had hoped to attend, but had decided against coming on account of the weather. She affirmed that, in response to the CSE’s comments regarding the importance of tying the event to the “Vail” brand, the official name of the event has been changed to “Vail Soul Music Fest.” She added that the “Vail” name has helped to secure artists. The full schedule of performers is expected to be finalized any day. Kirkham stated that the Vail Plaza Hotel will be one of the host hotels and that they are working with Arrabelle and the Sonnenalp to serve as VIP host sites. She closed the report by stating that the event will be very well priced for a first year event of this scale. Kirkham then reported that, after much consideration, Vail Restaurant Month has decided to keep that name for the event as it “really is about events and activities taking place in the local restaurants.” She stated that the Taste of Vail program will be featuring a full page ad for the event and that a Vail Restaurant Facebook page is in the development stages. Currently committed lodging sponsors include the Antlers, Sonnenalp, Vail Mountain Lodge and all of the Vail Resort properties. Sonoma Wineries has been secured as a corporate sponsor and conversations are continuing with a number of other large corporations. Kirkham added that they are working to integrate the retail businesses into the event and that a full schedule of activities should be available by June. Final Event Recap: USSA Rocky/Central Junior Olympics: Nigel Cooper presented an overview of the recap that was provided prior to the meeting and stated that a final budget would be forthcoming within the next couple of days. He stated that the entire competition had been “live-streamed” for the first-time over the Internet. Highlighting the economic benefit of 200 athletes and their families staying in Vail over a period of several days, Cooper noted that they have not yet been awarded the event for next year, and explained that hosting this event provides a good basis for the possibility of securing a national level competition. He added that the timing, falling early in the March, works well for their lodging partners and that they have a developed a good working relationship with their neighbor, Manor Vail. Citing a lack of participation from local businesses as a weakness, Cooper expressed that they continue to explore more ways to move the event into the village, perhaps by holding the award ceremonies there and promoting more media exposure by holding interviews there as well. Kundolf noted the excellent exposure that was provided by the “Vail Mountaineer” and asked if it would not be possible to work with Vail Resorts and the Vail Valley Foundation to keep the entire event in Vail, rather than having to move the final event to Beaver Creek. Bank echoed her comments, stating that it is important to close the event in Vail and that it is “sad” that one ski event displaces another. Cooper concurred and noted that it had been an inconvenience to the competitors as well. Summer Street Entertainment Schedule: Navas explained that Diane Moudy was unable to attend due to a previous conflict. She explained that the proposed schedule is nearly identical to last summer’s plan in spite of the significantly reduced funding. The reduction will be absorbed by booking more solo performers than groups, and it does not incorporate the extra programming that was added in Mountain Plaza last year in response to the merchants’ concerns about vitality in that area in light of the Vista Bahn being closed for the summer. McDonald asked if some of the performers might be moved to that area in order to pull people through the village. Kirkham suggested that the roving Busker could move all through the village, including up to the Mountain Plaza area and that it might work in that area if the ski company provides some activities again. Navas stated that she would check with Diane Moudy to see how the performances in that area were received last year and McDonald offered to confirm what the ski company’s plans are for the area this summer. CSE members agreed to postpone the decision pending that information. Follow-up from the joint meeting w/VLMDAC: At the joint meeting between the CSE and the VLMDAC on March 18, there was an extended discussion regarding the differences in the tasks that each of the organizations is charged with. The VLMD’s mission is primarily focused on attracting destination visitors and increasing lodging tax revenues. While these are also major considerations for the CSE, it was recognized that the CSE is also charged with developing programs that increase ambient vitality and supporting events and activities that help the community to celebrate major holidays and occasions. In light of the economic stresses of the last year, all agreed that it is critical to gain as much financial return on the investment of public funds as possible. The CSE was asked by members of the VLMD to consider the following suggestions: In light of the increased focus on attracting destination visitors, would the CSE consider making changes to the Special Event Rating Grid categories so that destination events and events that provide more brand leveraging through sponsorships and media exposure would receive a higher relative score? Following a brief discussion during which CSE members agreed that they felt they had been given clear direction by members of the VLMDAC, Navas was asked to rearrange the Special Event Rating Grid categories so that “Increase room nights” and “Leveraging Value” would be moved to the top of their respective areas. Additionally they agreed to score “Increase room nights” on a scale of 1-20, where all other categories will continue to be scored on a scale of 1-10. Tweak the CSE’s Mission Statement to motivate a stronger focus on events that provide economic stimulus to the community? Motion to revise the CSE’s Mission by reinstating the word “economic” in front of “vitality,” so that the statement will read: “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 Vail’s economic vitality, sense of community, and increase the quality of experience for guests and residents year-round. M/S/P: Kirkham, Bank, Unanimous Discussion: Review responses to the Intercept Survey RFP and possible implementation strategy for an independent survey requirement in 2011. Navas reported that 6 proposals had been submitted in response to the RFP. Recognizing that there has not been agreement among the CSE members to spend monies that might otherwise directly support special events and that most of the proposals exceeded the funds that might be available in 2010, she recommended that the $20,000 that had come back to the budget from the cancellation of the Gaelic Games be used to “test” the value of information that could be gleaned from a program of surveys at 5-6 events this summer that would be performed by Vail Resorts. Their “bid” was the lowest of the group; in large part because they have the organization in place in the area and are already performing intercept surveys throughout the summer on behalf of the Vail Local Marketing District Advisory Council. CSE members could not come to consensus on how to move ahead with event intercept surveys at any level, if at all. Mike Imhof explained that the Vail Valley Foundation does contract for independent third party intercept surveys, and that is “the only way to get objective data.” Explaining that the “VVF has a vested interest in getting this information because it provides the ability to raise sponsorship commitments.” Imhof added ,”I wish surveys were capable of providing an accurate economic benefit result…What are the multiple criteria that can get us the attendance and economic effects?” He stated that the cost for the TEVA Games ranges from $3500- $6000. Vlaar noted the difference between successfully measuring the effects of a ticketed event, which is much easier to evaluate, and “free” events, which are the challenge. Dick Puetzer, who had submitted one of the proposals in response to the RFP, suggested looking at the water usage information as a benchmark between an event weekend and a non-event weekend. He encouraged the board to recognize that they have a “fiduciary responsibility” to measure the effects of their decisions. He also cautioned that if the survey program is not implemented until 2011, then it will not be “actionable” until 2012. CSE members agreed that the new measures of accountability that were included in this year’s funding contracts might yield better information than in previous years and it might be valuable to wait and see if the event recaps are improved as a result. They agreed to table the discussion regarding implementation of the intercept survey requirement in 2011 to the June CSE meeting. Vail Gaelic Games: In light of the cancellation of this event, identify options as to how to reallocate the $20,000 that had been allocated. Suggestions include: Use to implement a “test” intercept survey program for 4-6 summer events in 2010 Allocate to events that have been funded in 2010, but might enhance their programming with additional monies CSE members had determined in the previous discussion that they were not in agreement to using these funds to implement an intercept survey this summer. Several suggestions were floated, including the following: Increasing the Ambient Street Entertainment budget to accommodate additional performances at Mountain Plaza. Increasing the budget for the 1st Night Celebration, which had been a big hit with families in its first year. Vail Soul Music Festival and Vail Restaurant Month: both are new events that were funded considerably below what they requested and could benefit, particularly in their ability to market the events, from additional funding. Develop an event on Labor Day. (Monday) Mia Vlaar, representing the Vail Jazz Foundation informed the CSE that they had incurred significant additional costs in moving several of the Labor Day Jazz Party components outdoors, with performances under a tent in Vail Square at Arrabelle. She also stated that Arrabelle has withdrawn their sponsorship of the Thursday night concert series, Jazz @ Vail Square, and that they are seeking a $20,000 sponsor to make up the difference and keep the popular series alive this summer. Sarah Franke, speaking on behalf of the LionsHead Merchants Association, stated that she is in support of Mia’s request, and added that the LionsHead Family Friday Afternoon Club is also likely to be revised on account of the lesser contribution received this year. Franke concluded her comments by stating that although 1st Night was popular, people are already here at that time and additional funding for it “would not provide the biggest bang for the buck.” Rich tenBraak, recalling last summer’s discussion of setting up a tent and creating an “impromptu performing space” in Mountain Plaza, suggested that some of the funds might be focused in that area. Motion to approve an allocation of $10,000 to the Jazz Foundation for the purpose of supporting an outdoor concert on Labor Day Monday in Vail Square at Arrabelle. M/S: Kirkham/Bruno. McKown voted against the motion, all others were in favor. The motion passed 5-1. Motion to approve $5,000 additional funding to Eagle Valley Events in order to enhance the 1st Night Celebration. M/S: Bank/Kirkham. Trub and McKown voted in opposition. Bruno, Kundolf, Bank and Kirkham voted in favor, and the motion passed 4-2. Following some discussion regarding augmenting the street entertainment budget, the CSE members agreed that it would not be a prudent decision without knowing what additional activities might be planned for the Mountain Plaza area, or without giving other entities an opportunity to make a request. Determining how the remaining $5,000 will be allocated was deferred to the June CSE meeting. Vail Film Festival: CSE members expressed their impressions of how the addition of venues in Beaver Creek affected the event. There was agreement that the opening in Vail and the festival atmosphere at the Plaza Hotel were good, however some members felt that the closing activities should also have been in Vail. Navas stated that it would be appropriate to share these comments during the final event recap at the CSE meeting on June 7. New Business: Kristen Jennings, representing “Vail, Beaver Creek Magazine,” explained that they have sponsored four “Connoisseur’s Trail” events. The event concept, which features a tour of Vail Village art galleries, each paired with a restaurant serving appetizers and wine, was created to support their advertisers. It is has been trademarked and all proceeds are donated to a local charity. The goal is to bring people into the village between 5:00 and 7:00 p.m. to enjoy the event, remain for dinner and perhaps attend an event afterwards. It has been very successful, selling out 250 tickets each time. The next “Connoisseur’s Trail” is scheduled for Friday, September 3, the night before Gourmet on Gore. Kristen emphasized that, although they have contracted with Highline Sports and Entertainment before, the event is not directly tied to Gourmet on Gore. Motion to adjourn at 11:15 a.m. M/S/P: Bank, Kundolf, Unanimous Next CSE Meeting: Wednesday, June 2, 2010 @ 9:00 a.m.