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HomeMy WebLinkAbout2013_02_06 CSE Minutes CSE/Meeting Minutes February 6, 2013 Page 1 of 6 MINUTES: Town of Vail: Commission on Special Events Meeting Vail Town Council Chambers Wednesday, February 6 @ 8:30 a.m. CSE Members Present: Bobby Bank Amy Cassidy Barry Davis Sonny Kerstiens Rayla Kundolf CSE Members Absent: Jenn Bruno Dave Chapin TOV Staff Present: Sybill Navas, CSE Coordinator Kelli McDonald, Economic Development Dept. Director Mike Griffin, IT Project Manager Others Present: Adam Sutner, MKT Vail, LLC and Strategic Consultant to the CSE Clare Hefferren, Callosum Creative, Ltd., and Economic Development Assistant/Event-Marketing Liaison Margaret Rogers, Vail Town Council Member James Deighan and Missy Johnson, Highline Tony Landon, formerly w/Human Movement Management Brian Hall, Blue Creek Productions Jenna Velardi and Tony Rochester, Human Movement Management Brian Nolan, 970 Groups Angela Mueller, Taste of Vail, Vail Farmers’ Market ____________________________________________________________________ CSE Vice-Chair, Sonny Kerstiens, called the meeting to order at 8:30 a.m. 1. Administrative Items (10 minutes) a. Motion to approve the Minutes of the CSE Meeting of January 9, 2013, as presented. M/S/P: BD/RK/UN b. Navas reported that the annual Brown Bag Lunch, joint meeting between local event producers, the ERC and the CSE, is confirmed for Wednesday, March 6 following the CSE Meeting. It is expected that the new on-line Special Event Permit application and the on-line calendar will be the primary agenda items. CSE/Meeting Minutes February 6, 2013 Page 2 of 6 c. RRC Contract: Development of Measurement Metrics: Survey Data and Attendance McDonald informed the CSE that the contract includes development of attendance estimates for all publicly funded events in 2013, plus full intercept studies of events that were not covered last year, or are new in 2013. These five events include the Winter Mountain Games, Burton US Open, FEAST! Vail, USA Pro Cycling Challenge and New Year’s Eve. All results will be compiled into a new report based on 2012 and 2013 comparables. d. New CSE member, Amy Cassidy, introduced herself to the group, stating that she has lived in valley since 1994, has a marketing agency background and is currently the marketing manager for the Sonnenalp. 2. Event Liaison Update: Clare Hefferren updated the CSE on the new procedure that is being implemented to track the marketing efforts of the events receiving public funding. Each event falls into one of three tiers, with a. Noram Cup: This event is in compliance with CSE contract. b. Winter Mountain Games: This event is in compliance with CSE contract and on track for execution. c. Pink Vail: This event is in compliance with CSE contract and on track for execution. d. Burton: This event is in compliance with CSE contract and on track for execution. Discussion was held regarding the anticipated Miracle Card and great interest by community. 3. Event Recaps: James Deighan, Highline fielded questions regarding the recaps of both Snow Daze and Vail Holidaze that were included in the meeting packets. Snow Daze: Summary of results: • Total budget of $697K, $ 50K funding from CSE, no in-kind, cash sponsorships totaled $586K • Attendance 24” local, 27% regional, out of state 49% • Generated $15.5M • ROI: 14:1 (Highline goal 10:1) McDonald asked how the audience mix had changes from the previous “free” concert model vs. the 50th Anniversary “paid” model. Deighan stated that Jarnot did not like the audience change, but was in the vocal minority. Deighan stated that personally, he prefers the paid model, which resulted in “all Vail guests.” Vail Resorts however, as an 80% sponsor of the event, is the decision maker. Rogers noted that it takes time to wean people of free model. Sutner stated that the goal of paid tickets was to facilitate far better bands. Springs Back to Vail bands have been announced: OAR, Sublime & Jimmy Cliff. Questioned, “Is the free model infinitely sustainable? “ Deighan added that it is all based on sponsorship and creating partnerships. Vail Holidaze: Deighan explained that Vail Resorts is not willing to fund this event moving forward, as it does not affect whether or not guests are coming. The benefit is perceived to be more for the town than the mountain. Summary of Results: CSE/Meeting Minutes February 6, 2013 Page 3 of 6 • $212K total budget. $50K CSE funding. ROI 3.25-1 • Figure skating #1 event watched in Olympics Deighan added that the charge is to bring in a media outlet, like Nickelodeon. Going after it. McDonald suggested, that given the $50K allocated for 2013, this should be put on a future agenda. How much would we need to raise to keep it at the same level? Brainstorming session. Rogers commented that she would be worried if we stop doing all holiday events, as it will diminish the luster of holiday time in Vail. Kerstiens noted that hotels are NOT full at this time of the year, busy but not full. Deighan suggested that the event could be reconfigured to happen with less expense, by eliminating the less popular concerts but keeping most of the skating and children’s’ activities. Sutner explained that the rationale behind the event format is to provide a “reason to come,” and that Vail has a family programming deficit. He stated spend 4 years developing marketing/brand & then abandon is a misstep. Can TOV do things to make sponsorship more attractive. Kundolf stated that the VEAC likes ambient events, and that the CSE should ask for their ideas. Navas will put this item on the April 3rd CSE meeting agenda. Motion to approve the release of the final funding installments for Vail Snow Daze and Vail Holidaze. M/S/P: Davis/Bank/Unanimous. 4. Memorial Day Weekend 2013: “FEAST! Vail” CSE members reviewed the event plan proposed by Highline, which was recommended for funding by the Town Council at their February 5th meeting. The CSE will be allocating $85,000 towards a total event budget of approximately $200,000. Deighan stated that their goal is to make it a marquis event, showcasing Vail’s culinary assets and culture and that they have retained nationally recognized consultant and former affiliate of Bon Appetit Magazine, Amy Foster to help them deliver a strong media presentation in key publications. The theme will be culinary competition as in “Vail vs. the World (Colorado in the 1st year), and marketing in publications such as Wine Spectator, Epicurean, Sunset, etc. will be a driving component. Rogers asked how the event will distinguish itself from the strong brand equity position of Taste of Vail, which has somewhat “lost its luster.” Athletic events combined with food, and “hands on” participation, not just spectator options, will be key. McDonald noted that the research indicated strong interest in the “hands on,” participate vs. do it myself approach. Deighan explained that the Taste of Vail has only 4 key elements, Feast! Will have 25 events. The CSE/Meeting Minutes February 6, 2013 Page 4 of 6 long term plan is to develop p parallel paths of “Culinary Vail” in planning, bookending the summer, and ski season with year-round cultural food festivals, that are currently marked by Gourmet on Gore, Taste of Vail and the proposed FEAST!Vail and a re-invented fall restaurant week. Sutner added that the brand research shows growing interest in health and well being and food- all “begging for an umbrella brand.” The VLMD’s job is to do this – harness events under umbrella. Deighan agreed and stated that success will be contingent upon the passion & participation of restaurant community as a whole. 5. Fall Culinary Event: Brian Nolan, representing the Vail Restaurant Group, applauded the concept of the new Memorial Day event on behalf of the restaurant association and encouraged the CSE not to be “the 10th mountain community doing a “food festival,’ “ but that we should strive to be the 1st to do something that is uniquely “Vail.” Nolan then went on to describe the steps that have been taken to develop the “Vail Restaurant Week: a. Canvassed input from 12-14 restaurants, lodging communities, TOV staff b. $20.13 theme – all restaurants can participate in the way that works best for their establishment c. Lodges: Have agreed to begin marketing with a tier of set rates, once dates have been finalized. d. Vail Valley Foundation will cross promote to multiple databases e. BC joint effort. Recognizing that there are some legalities involved, he explained that BC had budget for 2012, which was put on hold, waiting for Vail’s decision. The guest doesn’t understand the different communities. f. Next step: 2/20 budget and proposal to be presented at CSE meeting on March 6. McDonald, noting a limited budget of $21,500, asked if an event producer had been identified. Nolan responded, “No,” that they waiting for more specifics to be locked in, or determine whether to do it internally. A full marketing plan will be available by 2/20. He added that Beaver Creek Resort will match the CSE funding, with “no cap.” Kundolf noted that the event concept has been reduced from 1 month to 10 days. She stated that clarity for Vail is important and BC needs to prove what they bring to the table. Nolan stated that the Restaurant Group is composed of 15 people who are involved, and 150 people who are not. Colorado Rest Board is involved. Rogers stated that the valley- wide perspective will be a “real hard sell” to the Town Council . Vail believes affiliations with Vail take business away from Vail. Nolan remarked that BC feels the same way about Vail. Navas asked, “ Will event fall apart if BC is not involved?” Nolan responded not. Sutner stated that from a marketing standpoint, “the beauty is in the simplicity, get people here in the fall by giving them a reason to choose Vail.” Bank asked Nolan whether he represents the event on behalf of the Restaurant Group, or as an Event Promoter. Nolan replied that he was speaking for the Restaurant Group. Restaurants will CSE/Meeting Minutes February 6, 2013 Page 5 of 6 do their own pricing (previously done as 8150), and the event should be produced as a marketing venture. “It’s not about ‘on sale’ – it’s about value, and lodging.” Kerstiens remarked that it may be worth CSE’s time to look at joint ventures. Davis encouraged the group to “do something different, and noted that there is a lot of good talent in BC who would like to collaborate. 6. Vail America Days: Jenna Velardi, VP of Sales, explained that she would be taking over role as the Vail America Days Event Director and updated the CSE on the management plan for the event, given the departure from Human Movement of Tony Landon, who had been the on-site event director for the Vail event in 2012. She informed the CSE that all of the resources, staffing and equipment remain with Human Movement and that they are fully prepared to produce the 2013 event. McDonald noted that the local relationship didn’t happen last year and asked how that would be addressed this year. Velardi stated that they are in discussion with Brian Hall to serve in that capacity. Bank remarked that we have lost last the benefit of year’s learning curve and are starting form scratch this year. Velardi responded that although they were losing Landon’s knowledge base, there is an advantage in executing with a clean slate. Navas asked how they would mesh all of the events in Vail to enhance the 4th of July day, maintain the festival feel and deliver adequate sponsorships. Velardi replied that “all staff are still in house,” the parade and branding would be maintained, but they are not interested in producing a 3 day festival. 7. New Business and Community Input: This item was moved up on the agenda to accommodate attendees. Banks raised a number of questions regarding the new Vail on-line calendar. Navas suggested that there should be an agenda item scheduled to educate the CSE on the issues, and the opportunities for use. McDonald stated that the goal of the calendar is a one-stop shop master calendar that would populate the events listings. Navas will explore the option of putting this on the agenda for the Brown Bag lunch meeting, where most event producers will be present. Sutner introduced a proposal to bring a rugby tournament to Vail the weekend following the US Pro Cycling, as part of an initiative to get people to stay in Vail for the weekend. McDonald suggested checking with the Vail Valley Foundation to see how this might merge with the cycling race as a joint effort, rather than looking at it as two separate events. A more developed proposal will be scheduled for a future CSE meeting. Motion to move into Executive Session at 10:40 a.m.: Executive Session, pursuant to C.R.S. §24-6-402(4)(b)(e) - to receive legal advice on specific legal questions; and to determine positions, develop a strategy and instruct negotiators, Regarding: Vail America Days. M/S/P: Bank/Kundolf/Unanimous CSE/Meeting Minutes February 6, 2013 Page 6 of 6 Stating that nothing was discussed in executive session that was not noticed, motion to return to the regular session at 11:29 a.m. M/S/P: Bank/Kundolf/Unanimous Motion to adjourn 11:30 a.m. M/S/P: Davis/Cassidy/Unanimous Next CSE Meeting: Wednesday, March 6, 2013 @ 8:30 a.m.