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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