HomeMy WebLinkAboutCSE Memo Strategy for 2012 10_05_12
MEMO:
TO: Commission on Special Events
FROM: Sybill Navas, CSE Coordinator
DATE: October 5, 2011
RE: Strategic Planning for Special Event Opportunities in 2012
Challenges and Strategic Actions:
1. Stretch a flat budget to continue to provide a year-round, balanced calendar of events and add
a minimum of 2 high level new Special Events
2. Identify and eliminate or re-invent existing events that are not performing up to expectations
3. Raise the bar on all Town of Vail Special Events to insure compatibility with the “Vail Brand”
4. Maximize return on investment, particularly with respect to driving destination visitation and
increased lodging revenues
5. Do not overbook events in desirable time frames
Recommended Changes to Existing Events:
• Taste of Vail: work to bring the level up, more into the community. Lamb Cook Off is an
excellent component
• South of the Border Fiesta: (2nd weekend in June) eliminate and possibly replace with a
sanctioned, competitive BBQ in VV, re-invent Fashion Show as stand alone event in LH?
• Vail Arts Festival: step it up
• BBQ: Move to a weekend not conflicting with the Farmers’ Market, turn into a competitive,
sanctioned event- possible 2nd weekend in June? Add music component?
• July 4: Addition of an evening Concert with popular music and larger Fireworks display (Gold
Peak?) Develop more sponsorships to support the event. Raise entry fees.
• LH Family Saturday Afternoon Club: Improve messaging
• Soul Music Festival: Insure that seats are filled
• Vail Farmers Market: End 2nd weekend in Sept? Do not schedule adjacent to another food event
in Vail Village (Labor Day exception?)
• Oktoberfest: Do we need 2? Should we add a 3rd?
Target Dates and Potential Event Opportunities:
• December 1: Parade of Athletes for Birds of Prey event?
• January 6-13 (2nd week in January)
o 8150 Marketing Campaign?
o Comedy?
• February 9-12: TEVA Winter Games: Cost $75,000
• Memorial Day Weekend (additional proposals may be forthcoming in the RFP’s)
o Mojo Man Adventure Race: Cost $150,000
o Firefighter Combat Challenge combined with community picnic, Police Dept.
competition, Ambulance District, Helicopters etc.
• June 8-10 (2nd weekend in June)
o Possible BBQ? Cost: $40,000
• August 26-28 (4th weekend in August)
o Popular Music festival Cost: $200,000
• September 23-26 (4th weekend in September)
o 3rd weekend of Oktoberfest- LH?
o Italian Festival
o Ethnic Food and Beer Festival
o Vail Restaurant Month Street event
• Proposals currently under discussion:
o Vail Symposium Wellness and Health Event
o Divas Half Marathon
o Vail Village Cycling Event
o Primal Challenge
o Cheerleading Camp
o Gran Fondo
Existing events, dates still pending:
Vail Kids Adventure Race (early August)
The America Cup International Fly Fishing Tournament (mid-September)
High Impact Events not in the CSE’s Control:
Bike tours: Triple ByPass, Courage Classic, Copper Triangle
USA Pro Cycling Challenge
Rotary Duck Race: Move to Monday?