HomeMy WebLinkAbout9-19 CSE PresoSpecial Meeting: Planning Session
Commission on Special Events
September 19, 2012
Photo by Jack Affleck
Agenda
1.2013 Strategy Alignment • VLMDAC 2013 Overview • CSE Alignment 2. Discussion of Event Recruitment 3. A Look Ahead at Improved Process • Recruitment/RFP • Execution • Marketing • Evaluation 4. Calendar Overview/Opportunities Adjournment: 11:00 a.m.
2 Town of Vail | 9/19/2012
VLMDAC 2013 Overview
3
Review of Vail Local Marketing District 2013 Operating Plan - Kelli McDonald
- Adam Sutner
•2012 Results
•2013 Objectives
•2013 Strategies
•2013 Metrics Goals
•CSE – VLMDAC 2013 Alignment Discussion
Town of Vail | 9/19/2012
VLMDAC 2013 Overview
4
VLMDAC 2013 Objectives
Continue the momentum and build on the powerful leadership position of the year-round Vail brand
1.Increase May – October Occupancy
2.Increase Sales & Lodging Tax Revenue
3.Increase Group Occupancy
4.Optimize Visitor Mix
5.Increase Net Promoter Score
6.Increase Vail Brand Awareness
Town Council Economic Goal
•Improve Economic Vitality
•Embrace International focus in our destination strategy; flights, events, marketing
•Improve the quality of group business
•Be proactive in our event partnerships
•Advance Well-being
•Improve the quality of the resort experience and ensure we are on the cutting edge of technology
Town of Vail | 9/19/2012
2013 CSE Objectives – Team Discussion
5
Current Mission Statement
The mission of the Vail Commission on Special Events 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 year round of the experience for guests and resident.
Potential New Mission Statement
The Vail Commission on Special Events is accountable to deliver an annual Special Events Plan that ensures world class events fully consistent and aligned with Vail’s brand, effectively and efficiently allocates available budget behind this objective, that delivers measureable results in terms of specific goals: economic impact, optimization of the seasonal calendar, positive community impact and integration, as well as positive guest-centric impact on two levels; guest experience and future loyalty.
Town of Vail | 9/19/2012
2013 CSE Objectives – Team Discussion
6
VLMDAC 2013 Objectives
Continue the momentum and build on the powerful leadership position of the year-round Vail brand
1.Increase May – October Occupancy
2.Increase Sales & Lodging Tax Revenue
3.Increase Group Occupancy
4.Optimize Visitor Mix
5.Increase Net Promoter Score
6.Increase Vail Brand Awareness
Town of Vail | 9/19/2012
2013 CSE Objectives – Team Discussion
7
VLMDAC 2013 Objectives
Continue the momentum and build on the powerful leadership position of the year-round Vail brand
1.Increase May – October Occupancy
2.Increase Sales & Lodging Tax Revenue
3.Increase Group Occupancy
4.Optimize Visitor Mix
5.Increase Net Promoter Score
6.Increase Vail Brand Awareness
CSE – Current 2013 Objectives
1. Align with the Vail Brand 2. Positive Economic Impact - lodging - restaurants - retail - destination guest volume 3. Optimal Funding leverage opportunity
4. Event Producer quality/experience
5. Timing suitability 6. Contribute to sense of community
Town of Vail | 9/19/2012
Event Recruitment - Discussion
8
•Event recruitment currently comes from disparate sources - VVP - VVF - HSE - Independents - VRD - Needs an upstream interface pre-opportunity with CSE before events get too far down the line - We would develop a quick, in exhaustive criteria for evaluation rather than waiting for meetings
•No real proactive outreach; current brief is one size fits all - we’re stuck in our calendar; can we think outside of the calendar
•Contingency – keep money for opportunistic
•Build versus buy; Gourmet on Gore
•Best not Biggest and not Most - quality - authenticity - brand suitability - et. al. Town of Vail | 9/19/2012
Event Recruitment – Current Rating Card
9
Does The Event Have Potential To:
Criteria Rating
Benefit Local Restaurants
increase Room Nights
Stimulate Retail Sales
Contribute to Sense of Community Promote Loyalty
Timing
How well does it contribute to calendar
Demo Fit Does it align with VLMD demo target
Growth How big will it be. Will it be annual?
Green How well does it comply with sustainability?
Producer Qualifications Fit with image of Vail as World Class Resort?
Town of Vail | 9/19/2012
Event Recruitment – Discussion of New Ratings
10
Criteria Rating Does The Event Have Potential To:
Increase Room Nights
Increase Sales & Lodging Revenue
Drive Group Business
Timing
How well does it help achieve an optimal calendar of events against occupancy opportunity
Demo Fit Does it help optimize visitor mix - In-state over night guests - Destination visitors - International
Growth How well will it perform financially - Revenue - Funding leverage - Marketing footprint
Green How well does it comply with sustainability? (Should this move to executional mandate)
Producer Qualifications Expertise, local knowledge, marketing strength, ability to financial leverage
Town of Vail | 9/19/2012
Process Improvement – Execution
11
•Production values
•Cleanliness, fit and finish
•Quality of materials
•Local integration
•Specific content and its’ alignment to the brand
•Quality of partners, and personnel
•Appearance of personnel
•Do they deliver components that were promised (Gran Fondo example)
•Others – group discussion
Town of Vail | 9/19/2012
Process Improvement – Marketing
12
•Marketing has contributed to certain missed opportunities - Not clear that producers are spending sufficiently on marketing - Or, that the totality of events are marketed entirely effectively
•Need for overall more effective communication once guests are in Vail - Wayfinding initiative - Electronic signage - Calendar communication
•Marketing liaison interface with promoters - Exec Summary to board members in real time planning cycle - report on marketing strategy, media and branding
•Upstream brand briefing with producers
•Marketing check list - web - logos - marketing plan - budget - community integration - number of expo displays - quality of signage, materials - number of attendees - production values - cleanliness, general operations
Town of Vail | 9/19/2012
Process Improvement - Evaluation
13
•Current Intercept study - Good tool - Not cheap - Not real time; reliant on man power, field work
•Consider new standardized framework - digitized research tool; - same methodology, branded, web based for on site and follow up - real time back end reporting to board members
•Consideration of common attendance quantification method
•Post event executive debrief week following
- photo/video
•Begin database of metric results
Town of Vail | 9/19/2012
14
March April May June July August Sept. Oct. Nov Dec.
TEVA
Gourmet
On Gore
Snow
Daze
Holidaze
Bravo Dance
Festival
America
Days
Calendar Overview – A look at Opportunity
Town of Vail | 9/19/2012
Spring
Back To
Vail
15
March April May June July August Sept. Oct. Nov Dec.
TEVA
Vail
Lacrosse
Shootout
US Ski Team
Event
Gourmet
On Gore
Snow
Daze
Holidaze
Bravo Dance
Festival
America
Days
3x3
Soccer
Soul Fest
Oktoberfest
I & II
Living at
Your Peak
HSN HSN HSN HSN HSN HSN HSN HSN HSN
Calendar Overview – A look at Opportunity
Town of Vail | 9/19/2012
Spring
Back To
Vail
Vail Film
Festival
Vail Jazz
Festival
Vail Jazz
Festival
Vail Jazz
Festival
16
March April May June July August Sept. Oct. Nov Dec.
TEVA
Taste of
Vail
Vail
Lacrosse
Shootout
Gran Fondo
US Ski Team
Event
Vail Arts
Festival
King Mtn
Volleyball
Gourmet
On Gore
Snow
Daze
Holidaze
Bravo Dance
Festival
America
Days
3x3
Soccer
Kids
Adventure
Race
Soul Fest
WW Kayaking
Demos
Oktoberfest
I & II
Auto
Classic
Colo
Grand
Living at
Your Peak
Restaurant
Month
America’s
Cup
Challenge
Cup Season
Of Song
Farmers Farmers Farmers Farmers Farmers Farmers Farmers
Vail Rocks
HSN HSN HSN HSN HSN HSN HSN HSN HSN
Calendar Overview – A look at Opportunity
Town of Vail | 9/19/2012
Vail Film
Festival
Spring
Back To
Vail
Vail Jazz
Festival
Vail Jazz
Festival
Vail Jazz
Festival
17
March April May June July August Sept. Oct. Nov Dec.
TEVA
Taste of
Vail
Vail
Lacrosse
Shootout
Gran Fondo
US Ski Team
Event
Vail Arts
Festival
King Mtn
Volleyball
Vail Film
Festival
Gourmet
On Gore
Snow
Daze
Holidaze
Bravo Dance
Festival
America
Days
3x3
Soccer
Kids
Adventure
Race
Soul Fest
WW Kayaking
Demos
Oktoberfest
I & II
Auto
Classic
Colo
Grand
Living at
Your Peak
Restaurant
Month
America’s
Cup
Challenge
Cup
Season
Of Song
Farmers Farmers Farmers Farmers Farmers Farmers Farmers
Vail Rocks
HSN HSN HSN HSN HSN HSN HSN HSN HSN
17% 45% 64% 54% 42% 30% 35% 73%
Calendar Overview – A look at Opportunity
Town of Vail | 9/19/2012
Spring
Back To
Vail
Vail Jazz
Festival
Vail Jazz
Festival
Vail Jazz
Festival
18
March April May June July August Sept. Oct. Nov Dec.
TEVA
Taste of
Vail
Vail
Lacrosse
Shootout
Gran Fondo
US Ski Team
Event
Vail Arts
Festival
King Mtn
Volleyball
Vail Film
Festival
Gourmet
On Gore
Snow
Daze
Holidaze
Bravo Dance
Festival
America
Days
3x3
Soccer
Kids
Adventure
Race
Soul Fest
WW Kayaking
Demos
Oktoberfest
I & II
Auto
Classic
Colo
Grand
Living at
Your Peak
Restaurant
Month
America’s
Cup
Challenge
Cup
Season
Of Song
Farmers Farmers Farmers Farmers Farmers Farmers Farmers
Vail Rocks
HSN HSN HSN HSN HSN HSN HSN HSN HSN
17% 45% 64% 54% 42% 30% 35% 73%
Calendar Overview – A look at Opportunity
Town of Vail | 9/19/2012
Spring
Back To
Vail
Vail Jazz
Festival
Vail Jazz
Festival
Vail Jazz
Festival
19
March April May June July August Sept. Oct. Nov Dec.
TEVA
Taste of
Vail
Vail
Lacrosse
Shootout
Gran Fondo
US Ski Team
Event
Vail Arts
Festival
King Mtn
Volleyball
Vail Film
Festival
Gourmet
On Gore
Snow
Daze
Holidaze
Bravo Dance
Festival
America
Days
3x3
Soccer
Kids
Adventure
Race
Soul Fest
WW Kayaking
Demos
Oktoberfest
I & II
Auto
Classic
Colo
Grand
Living at
Your Peak
Restaurant
Month
America’s
Cup
Challenge
Cup
Season
Of Song
Farmers Farmers Farmers Farmers Farmers Farmers Farmers
Vail Rocks
HSN HSN HSN HSN HSN HSN HSN HSN HSN
17% 45% 64% 54% 42% 30% 35% 73%
Calendar Overview – A look at Opportunity
Town of Vail | 9/19/2012
Spring
Back To
Vail
Vail Jazz
Festival
Vail Jazz
Festival
Vail Jazz
Festival
20
March April May June July August Sept. Oct. Nov Dec.
TEVA
Taste of
Vail
Vail
Lacrosse
Shootout
Gran Fondo
US Ski Team
Event
Vail Arts
Festival
King Mtn
Volleyball
Vail Film
Festival
Gourmet
On Gore
Snow
Daze
Holidaze
Bravo Dance
Festival
America
Days
3x3
Soccer
Kids
Adventure
Race
Soul Fest
WW Kayaking
Demos
Oktoberfest
I & II
Auto
Classic
Colo
Grand
Living at
Your Peak
Restaurant
Month
America’s
Cup
Challenge
Cup
Season
Of Song
Farmers Farmers Farmers Farmers Farmers Farmers Farmers
Vail Rocks
HSN HSN HSN HSN HSN HSN HSN HSN HSN
17% 45% 64% 54% 42% 30% 35% 73%
Calendar Overview – A look at Opportunity
Town of Vail | 9/19/2012
Spring
Back To
Vail
Vail Jazz
Festival
Vail Jazz
Festival
Vail Jazz
Festival
CSE Overall Observations
21
1.More optimal calendar management aligned with opportunity
2.Invest in strategy; separate strategy from execution and spend meeting time and resources further upstream - how do we treat and prioritize the multiple event recaps which consumes so much time - role of recaps in future meetings
3.Consider improving quality and reducing quantity
4.Think about ‘sustaining’ versus ‘seeding’ - or do we re-think focus so that it is razor focused on results against objectives
5.Insight of Summer Marketing’s NPS growth - how to translate into monetary results
6.Process improvement - better real time evaluation and management - investment in quality of marketing - event content alignment with brand (Farmer’s Market example) - strategically drive recruitment process
Town of Vail | 9/19/2012
Next Steps
22
1.October 3rd Meeting - CSE brings back thoughts on today’s meeting/meeting follow up - Finalize this strategic discussion and adopt key new measures - Detailed discussion on role of producer recaps - Develop and agree content for October 18th meeting
2.October 18th Meeting – Joint Meeting with VLMDAC - Review intercept results – topline - Present CSE Objective and Strategies - Begin prioritization for 2013 event candidates - Top Five/Bottom Five initial triage
Town of Vail | 9/19/2012