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HomeMy WebLinkAboutCOUNCIL STRATEGIC PLAN 2012 FINAL CSE 1 STRATEGIC PLAN 2012 – 2022 WORK PLAN 2012-2013 Presented March 6, 2012 Revised March 20, 2012 Vision To be the Premier International Mountain Resort Community! Our Mission Grow a vibrant, diverse economy and community , providing our citizens and guests with exceptional services and an abundance of recreation al, cultural and educational opportunities. Our Values Respect, Trust, Integrity, Innovation, Collaboratio n, Environmental Stewardship . Our Commitment To provide vision, leadership, efficiency, transpar ency, accountability and fiscal responsibility. Note: Changes made by Council during their 2012 re treat are highlighted in italics . Key Goals • Improve Economic Vitality • Grow a Balanced Community • Improve the Quality of the Experience • Develop Future Leadership Goal: Improve Economic Vitality Improve the economic health of Vail, while being fi scally responsible. Focus on health and well being as the third component of a vital ec onomy. Increase international tourism. 2 2012 – 2013 Action Steps – Improve Economic Vitalit y A. Embrace an international focus in our destination s trategy including international marketing collaboration between Vail Local Marketin g District, Vail Mountain Marketing and Colorado State Office of Economic Dev elopment and International Trade as well as events that attract international audiences through the Commission on Special Events, Vail Local Marketing District and Vail Town Council. Project Leader: Kelli McDonald Key Milestones: Q1 - 4 2012 Mexico and South American media and inf luencer visits, familiarization trips and marketing materials. ONGOING. 2012: 25+ trips 2013: 30+ trips Q1 2012 AIPP and the Mexican Consulate bring art ex hibits from Mexico to Vail; exhibit at the Sebastian starts March 16. Q2 - 4 2012 Have a seat at the table for the Region al Partnership Strategy Development from the Colorado State Office of Econo mic Development and International Trade. Q1 2012 Provide funding for events to appeal to int ernational audiences. B. Participate in development of an international terminal at Eagle Airport. Project Leader: Margaret Rogers, Council Representa tive Key Milestones: Q1 - 4 2012 Have a seat at the table for the Eagle Airport Master Planning process; collaborate with Eagle County Commissioner s and the Economic Council of Eagle County on this initiative . Note: May require additional resources. C. Utilize Vail Mountain Marketing’s database on international guests through agreement with Vail Local Marketing District to mes sage to those guests through email 6 times per year to drive visitation. Additio nal efforts will occur through public relations articles and stories; print advert ising and a dedicated web site. Project Leader: Kelli McDonald Key Milestones: 3 Q2 2012 First flight of email messaging, print ads and public relations. Q3 2012 Second flight of email messaging, print ads and public relations. D. Develop an economic diversity strategy to include h ealth and well-being. Project Leader: Kelli McDonald Key Milestones: Q1 – 4 2012 VLMD adopts health and well-being as a strategic pillar – ONGOING. Q1 – 4 2012 Recruiting efforts to bring more medic al meetings – ONGOING. Q 2 - 3 2012 VEAC roundtable discussion on topic wi th presentation to Town Council. E. Develop an economic development strategy to encoura ge small businesses to remain and to locate in Vail. Project Leader: Kelli McDonald and Community Develo pment Key Milestones: Q2 – 3 2012 VEAC roundtable discussion on topic wit h presentation to Town Council. (Kelli) Q2 – 3 2012 Collaboration with the Economic Council of Eagle County, NWCCOG Economic Development District and Colorado S tate Office of Economic Development and International Tr ade. (Kelli) Q2 – 3 2012 Determine current commercial square footage, vacanc y rate, assess zoning and regulations to ensure we’re getti ng what we want and assess if and how we want to grow. Update Land Use Plan if necessary. (Community Development) F. Grow quality group business (increase groups that support local businesses ) through continued efforts of VLMD and Vail Valley P artnership to recruit groups to host their events, conferences and tournaments i n Vail. Project Leader: Kelli McDonald Key Milestones: Q1 - 4 2012 Measure results in terms of number of g roups as well as room nights and dollars in contracted revenue. 2011: 9,200 room nights; $1,652,000 lodging revenu e 2012 projected: 9,400 room nights; $1,950,000 lodgi ng revenue 4 2013 projected: 9,500 room nights; $2,050,000 lodgi ng revenue Economic Development Manager and Vail Valley Partne rship will work toward increasing room nights for 2013 above t his projected level. G. Be proactive in securing event partnerships and ensure we receive appropriate recognition for our support . Project Leader: Kelli McDonald Key Milestones: Q1 2012 Recruit new events and event promoters in 2 012 – ONGOING. Q1 2012 Town Manager sends letter to USA Pro Cyclin g Challenge requesting a meeting with Shawn Hunter in an attemp t to bring the event back to Vail – COMPLETE. Q2 – 4 2012 Meetings scheduled with identified loca l and regional entities who could be partners in the effort to recruit world-cl ass events to Vail. Q2 – 4 2012 Ensure that recognition of Vail is incr eased for support of 2015 World Championships – ONGOING. H. Improve the regulatory environment for doing busine ss in Vail and consider incentives that might promote short -term redevelopment to bring in new business (e.g., periodically review development approaches w ith policy objectives to ensure consistency with redevelopment strategy) including sign regulations, displays, design review process, fire code inspecti ons and e-commerce for building department payments. Project Leader: George Ruther Key milestones: Q2 2012 Convene work session with Council to discu ss redevelopment incentives and policy objectives options Q2 2012 Review sign regulations, outdoor display po licies and development review processes and convene joint worksession meet ing with Council, PEC and DRB Q3 2012 VEAC roundtable discussion on existing regu lations Q4 2012 Review and adoption of 2012 International B uilding Code (IBC) I. Improve the regulatory environment for doing busine ss in Vail for event producers including special event permitting process, vendor permits and liquor permits. Project Leader: Pam Brandmeyer and Kelli McDonald 5 Key milestones: Q1 - 4 2012 Formation of the Event Review Committee (ERC), with representatives from each town department, has prov ided seamless implementation of challenging special even ts, e.g., ProCycling Challenge, Divas, Teva Summer and Winter Games, etc., as well as setting the stage for upcoming maj or 2012 events, e.g., Gran Fondo, Tour of Vail, etc. In 2011, ERC processed 90 special events licenses. ONGOING (Pam) Q2 2012 CSE roundtable discussion with event promot ers to discuss existing regulations and policies (Kelli) Q3 2012 Schedule work session discussion with Counc il (Kelli and Pam) J. Improve the regulatory environment for doing busine ss in Vail for new and existing businesses. Project Leader: George Ruther, Kelli McDonald Key Milestones: Q3 2012 VEAC roundtable discussion on existing regu lations and tax policies Q4 2012 Identify options for simplifying workflow, map the existing process to identify redundancies and inefficiencies, and de velop strategic plan for implementation Q3 2012 Schedule work session discussion with Counc il to discuss policy direction and establish a schedule for adopting and implementing amendments. K. Redevelop the municipal site including the medic al office building which will improve economic vitality by expanding the footprin t of the clinic and by redeveloping TOV assets, which may include the Vail Village Inn Phase 5 commercial space, the Main Vail fire station, etc., to house staff temporarily in these buildings, then creating additional office sp ace once the muni building is complete. Project Leader: George Ruther Key Milestones: Q1 2012 Sign Memorandum of Understanding – COMPLETE. Q1 2012 Award TOV contracts for architect and proje ct management – COMPLETE. Q3 2012 Complete entitlement process. Q4 2012 Obtain final CDOT approvals. Q2 2013 Relocate TOV offices. 6 Q2 2013 Break ground. Q1 2015 Complete project. L. Accelerate implementation of a financial system to coincide with the demolition of the existing municipal building which houses the sy stem hardware. The timing of this project is tied to the ability to exit the mun i building. The project also supports economic development through improved abil ity to provide information and supports an improved customer service through e -commerce. Project Leaders: Kathleen Halloran and Mike Richa rds Key Milestones: Q1 2012 Evaluate systems. Q2 2012 Award contract and begin phased implementat ion. Q1 2013 Complete implementation of all critical mod ules prior to relocation of TOV offices. M. Complete “Conference Center Funds” projects: the clubhouse at Vail golf and Nordic center; Ford Park athletic fields; and Ford amphitheater improvements. These projects are designed to increase our ability to add room nights such as the event space at the golf clubhouse and the athle tic fields as well as provide a better overall experience by upping the bar with re gards to the condition of all facilities. Project Leader: Greg Hall, Todd Oppenheimer and tea m e.g. VVF, VRD Key Milestones: Q4 2012 Begin construction of Ford Park athletic fi elds. Q1 2013 Begin construction of clubhouse. Q2 2013 Begin construction of Ford amphitheater imp rovements. N. Program and manage the new Lionshead Welcome Cen ter community space. Project Leader: Pam Brandmeyer Key Milestones: Q1 2012 Use RFP process to select individual or gro up to program and manage the facility – COMPLETE. Q1 2012 Sign management contract; determine pricing ; operational guidelines and policy including free and discounted events. Q2 2012 Begin having paid events. Q2 2013 Complete one-year review and make adjustmen ts if necessary. 7 O. Partner with Vail Resorts to provide a 50 th anniversary celebration. Project Leaders: Kelli McDonald and Suzanne Silvert horn Key Milestones: Q1 2012 Funding of $250,000 approved for 2012 – COMPLETE. Q2 2012 Presentation to Town Council on timeline an d activities. Q3 2012 Launch of celebration with Pioneer Days. Q4 2012 Anniversary celebration with Snow Daze, Hol idaze and Gala. P. Partner with the Vail Valley Foundation to prese nt the 2015 championships and Nations Ski race in Vail. Project Leaders: Susie Tjossem, Stan Zemler and Dwi ght Henninger Key Milestones: Q2 2012 Host emergency preparedness exercises in coordinati on with Town’s exercise program that develop our aware ness. Q1 2013 Finalize legacy actions and plans for the Town. Q4 2013 Activate coordinated plans during the December 7-8, 14-15, 2013 Test Events. Q1-4 2012-14 Active participation on the Organizing Committee. Beyond 2013 – Improve Economic Vitality A. Embrace an international focus in our destination s trategy : to include United Kingdom, Australia and Asian markets. B. Evaluate signage for an appropriate mix of languages. C. Maintain/enhance international relationships. D. Cultivate international city relationships : Look to international partners for best practices and potential inroads to new markets rega rding international resort tourism. E. Develop and promote TOV endowment fund : Explore/establish additional ways for gifting to TOV programs and events through endo wments, bequests, and other charitable gifting arrangements. Goal: Grow a Balanced Community Attract professionals and families back into the Va il community. 2012 – 2013 Action Steps – Grow a Balanced Communit y A. Assess current demographic mix vs. desired demograp hic mix using most current census and Eagle County documents . 8 Project Leader: Community Development Key Milestones: Q3 2012 Complete assessment B. Explore the future of Red Sandstone Elementary Scho ol (RSES). Project Leader: Town Council and Town Manager Key Milestones: Q1 2012 Town Council and staff worked with the Eagl e County School Board to keep RSES open and operating. - COMPLETE Q3 2012 Work session to understand current policies of school board and develop Council objectives for RSES, e.g., which gr ades may be best served Q4 2012 Schedule meeting with school district to ma p out future of RSES C. Assure affordable work force housing remains at Timber Ridge Project Leaders: TRAHC Board Key Milestones: Q2 2012 Resolve non-compliance issues on financing with US Bank. Q2 2012 Prepare five-year operating plan and reven ue strategy. Q2 2012 Develop a revised capital improvement plan . Q4 2012 Complete first year capital improvements pe r plan. D. Complete comprehensive renovation of Vail Public Library including new technology center for patrons and technological imp rovements to the community room. This will provide locals as well as guests w ith enhanced technology resources and will allow the library to increase us age of its community room and expand upon programming for all age groups. Project Leader: Lori A. Barnes and team Key Milestones: Q1 2012 Contract award for construction. Q4 2012 Project complete. 9 Beyond 2013 – Grow a Balanced Community A. Explore amenities that will influence the desired d emographic (identified in the above analysis) to live in Vail to potentially include a “gathering/community center” among other amenities. An October 2008 asse t inventory study was completed by the Vail Local Marketing District Advi sory Council and Town Council gave direction to update and expand the stu dy, which was completed in May 2011. A copy of that study can be presented to Town Council for further review. Update the study to include 2012 constructi on projects. B. Review Chamonix configuration to attract the desire d demographic. C. Explore adapting the buy-down/mortgage assistance p rogram to achieve this goal. Goal: Improve the Quality of the Experience Improve the Vail experience for all guests and furt her set Vail apart from its competition. 2012 – 2013 Action Steps – Improve the Quality of t he Experience A. Integrate VLMDAC information with capital plan. Project Leaders: Kelli McDonald and Kathleen Hallor an Key Milestones: Q1 2012 VLMDAC memo will be presented to Council Ma rch 20, 2012. Q3 2012 2013 budget discussions include considerati on of VLMDAC input. B. Partner with Vail Resorts on cutting-edge technolog y (e.g., way finding, wi-fi, social media, apps). Project Leaders: Suzanne Silverthorn, Greg Hall, Ke lli McDonald, Ron Braden Key Milestones: Q2 2012 Formalize a structure for collaboration and set goals. Q3 2012 Develop a list of shared actions. C. Focus on resort size and resort appropriate environ mental programs. Project Leader: Kristen Bertuglia Vail Recycles! Vail Village and Lionshead Recycling Program Key Milestones: 10 Q1 2012 Conduct waste study and survey to estab lish waste diversion baseline: Survey businesses as to current practices and attitudes, challenges, barriers with respect to waste diversion, how the Town can help. Establish waste diversion baseline by ra ndom selection sort sampling of business trash. Q2 2012 Compile results, hold stakeholder meeting w ith waste haulers, businesses, and develop recommendations. Q2 2012 Complete final report. Present results to Town Council, obtain direction as to appropriate recycling incentive pro gram (e.g. ordinance updates, grants or incentives, additional services, etc.) Q3 2012 Implement Vail Recycles! Program for Va il Village and Lionshead Water Quality Public Education Program Key Milestones: Q1 2012 Interview Americorp Environmental Stewardsh ip program candidates and select summer intern in order to ass ist in the development of a public education campaign that rai ses community awareness about the individual potential to positiv ely impact water quality, including establishing curren t practices for private property pine beetle spraying. Q2 2012 Summer intern kickoff meeting - Based on the Boulder Keep It Clean Program , intern will develop door hangers and educational material for East Vail residents. Target 500 cont acts made. Q3 2012 Working with staff, intern will provide web content using graphic materials to educate the public on water quality is sues. Organize Gore Creek walking tours at Bighorn Park. Presentations/demonstrations will provide a hands-o n learning experience for residents and guests: ecosystem ecol ogy, wildlife and aquatic insects, proper riparian area buffers, maintenance, lawn care, etc. July Working with staff, intern wil l help organize a Gore Creek stream bank restoration project with res ident volunteers to prevent erosion impairment in previou sly identified target areas. Sustainable Building Initiative (SBI) - Currently underway, the objective of the SBI is to develop and implement a green building points system, incentivize sustainable building practices through carrot rathe r than stick approach, education and outreach. Ensure this initiative impr oves the ability for doing business in Vail. Key Milestones: 11 Q1 2012 Conduct 3 SBI Committee meetings to deter mine point items in categories not yet addressed (energy, materials and reuse, quality control, and innovation). Q2 2012 Present each category to the Planning and E nvironmental Commission (PEC). Q2 2012 SBI meeting to discuss incentives. Final revisions and public comment period. Final draft present ed to PEC. Q3 2012 Final draft presented to Town Council. Test drive SBI in-house; work with select project t o ensure smooth implementation. Q4 2012 First and second readings of ordinance to a dopt SBI. (Nov-Dec, along with 2012 building code adoption hearing). Begin snowmelt offset program discussion, solicit f or addition SBI Committee members. Organize public presentation of existing snowmelt o ffset programs at Donovan Pavilion - CORE and ECOBuild, Telluride . Present snowmelt offset program discussion, decide if Vail will move forward in pursuing offset program for the Tow n D. Review and enhance our “connectivity” plan including a comprehensive signing and wayfinding program. Project Leaders: Greg Hall, Suzanne Silverthorn Key Milestones: Q1 2012 Town Council Approval of Wayfinding Princip les. Q3 2012 Program design and approval. Q4 2014 A three year phased Installation with final completion before - 2015 World Alpine Championships. E. Review and enhance our “connectivity” plan with a focus on hiking, walking, wandering and lingering. Project Leaders: Public Works Project Staff Key Milestones: Q3 2012 Work with CDOT on the overlay of the Vail P ass recreation trail. Q3 2012 Completion of the bike lanes on the frontag e road to East Vail. Q4 2012 Complete Lionshead streetscape projects - E ast Lionshead Circle and Concert Hall Plaza. Q4 2012 Include public rest rooms in a remodel of M ain Vail Fire House. Q4 2012 Reconstruct the Matterhorn Bridge with side walks. Q2 2013 Sun Dial Plaza. 12 Q2 2013 Identify key missing links in “connections” determine obstacles and costs to complete the links and prioritize the conn ections for implementation, including trailheads. Q4 2013 Rebrand the Village information center to a Welcome Center similar to Lionshead in addition provide public restrooms a nd an upgrade in keeping with Vail’s renaissance. F. Improve the quality and convenience of parking and transportation. Project Leaders: Greg Hall and Mike Rose Key Milestones: Q2 2012 Council work session to: provide background ; identify steps already taken; and determine policy. Q2 2012 Consider engaging a consultant to assist wi th finalization of the strategic parking plan, including system efficienci es. Q2 2012 Begin a three year program to meet the CDOT requirements to ensure use of the frontage roads for various parkin g as previously directed by the Town Council. Q3 2012 Continue to refine and enhance the summer s pecial event express bus. Q3 2013 Review parking operations and equipment for implementation of new system and processes. G. Complete park and recreation projects which enha nce the experience. Project Leaders: Public Works Project Staff Q2 2012 Complete the Red Sandstone Park. Q2 2012 Begin the work to allow the completion of t he Bald Mountain Neighborhood Berm. H. Finish installation and activate improved guest service programming in Lionshead Welcome Center (virtual concierge, media wall, events info). Project Leaders: Tom Kassmel, Greg Hall, Ron Brad en, Suzanne Silverthorn Key Milestones: Q1 2012 Technology installation. Q2 2012 Visitor Center Staff Relocation. Q2 2012 Grand Opening. TBA Demolition of Lionshead Visitor Center/Fro ntage Road. I. Identify management structure for enhanced guest services programming to 13 Include operation of Vail Village/Lionshead We lcome Centers and community host program. Project Leaders: Suzanne Silverthorn, John Power Key Milestones: Q2 2012 Identify Council policies and programming Q2 2012 Issue RFP. Q3 2012 Selection. Q4 2012 Implementation. J. Develop an enhanced cellular (4G) and Wi-Fi netw ork. Project Leaders: Ron Braden Key Milestones: Q1 2012 Contract Negotiations / Approval. Q1 2012 Carrier Commitment. Q1 2012 CenturyLink exit agreement. Q1 2012 Fiber Resource Allocation. Q2 2012 Approvals and Permits. Q2 2012 Begin Build Out. Q3 – 4 2012 Launch system operations. K. Gore Creek Environmental Programs Project Leader: Bill Carlson and Kristin Bertulia Key Milestones: Q1 2012 Continue to support stream tract enforceme nts to address remaining properties with encroachments. Work with the Eagle River Water and Sanitation Dist rict and the Urban Runoff Group to complete the Water Quality Im provement Plan (WQIP) for Gore Creek and the Eagle River. Q2 2012 Ensure that all Town outfalls and se diment catch basins are maintained. Identify Best Management Practices (BMPs) projects that have an immediate effect on Gore Creek Water quality (i.e., additional catch basins/filters, stream bank restoration and stabili zation projects, etc.) Q3 2012 Install identified BMPs, coordinate stream bank restoration projects. Present WQIP to Town Council. Q4 2012 Stream Bank restoration projects ins talled – willow plantings. 14 Beyond 2013: Enhance the Experience A. Begin long-range planning to reduce the impact of I -70. Note: The intent was not beginning near-term action, but more to keep this i mportant subject on the radar screen. Goal: Develop Future Leadership Look toward the next generation of community leader s. 2012 – 2013 Action Steps – Develop Future Leadershi p A. Schedule a Town Council work session to assess V ail’s current leadership and identify a desired vision for the future including benchmarks, where possible. Project Leader: Stan Zemler Key Milestones: Q3 2012 B. Sponsor series of focus group meetings with targ et demographic segments, including second homeowners, to identify challenges , opportunities and suggestions to elevate civic leadership. Explore p ossibility of scheduling board meetings in the evening to encourage more public pa rticipation. Project Leader: Suzanne Silverthorn Key Milestones: Q3 2012 C. More aggressively market board openings through advertisement. Project Leader: Suzanne Silverthorn Key Milestones: Q2 2012 D. Develop recommendations on model/approaches that wi ll result in developing future leaders in the TOV considering: John Horn-Ka tes Vail Leadership Institute Model; Boulder Leadership Model; Leadership Forums by Vail Homeowners Association and Vail Symposium; engagement ideas; orientation/education/outreach; and Vail 20/20. Project Leader: Mark Miller, Suzanne Silverthorn Key Milestones: 15 Q4 2012 Evaluate existing leadership programs and b est practices with presentation of research summary this summer. Other Initiatives These are projects already underway that may not fi t precisely into Council’s four key goals. 2012 – 2013 Action Steps – Other Initiatives A. Budget/Financial – Continue to provide a high le vel of services in a fiscally responsible manner. Project Leaders: Directors and all departments Key Milestones: Q2 2012 2012 annual audit presented to Council Q4 2012 2013 annual budget adopted by Council B. Laserfiche – Finish implementation of document i maging program and scanning of historical documents throughout the organization . Project Leader: Ron Braden Key Milestones: Q4 2012 Provide customer access to public document s. Q1 2013 Complete scanning of permanent files in Com munity Development and Administration to avoid temporary relocation. C. 2012 Community Survey Project Leader: Suzanne Silverthorn Key Milestones: Q1 2012 Town Council approval of survey questions. Q2 2012 Survey in the field. Q3 2012 Presentation of results.