HomeMy WebLinkAbout1.a. DRAFT 2013-07-03 CSE Minutes
TOV/CSE Minutes: July 3, 2013 Page 1 of 7
MINUTES:
Town of Vail: Commission on Special Events Meeting
Town Council Chambers
__________________Wednesday, July 3, 2013 @ 8:30 a.m.______________
CSE Members Present: Jenn Bruno* (left at 10:55 a.m.)
Bobby Bank
Amy Cassidy
Dave Chapin
Sonny Kerstiens
Rayla Kundolf
CSE Member Absent: Barry Davis
TOV Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Others Present: Adam Sutner, MKT Vail/Strategic Consultant to the CSE
Clare Hefferren, Callosum /CSE Event Liaison Consultant
Margaret Rogers, Vail Town Council
Brian Hall, Blue Creek Productions
Brian Nolan, Group 97
Duncan Horner, Vail Valley Foundation
Leon Fell, King of the Mountain Volleyball
Kit Williams, Lionshead Merchant, Lazier Lionshead LLC
Brooke Macke, Vail Resorts
Michael Staughton, Vail Chamber and Business Association
Ric Almas, Haagen-Dazs
Meeting Materials may be viewed
at: http://www.vailgov.com/WebLink8/Browse.aspx?startid=48965&row=1&dbid=0
CSE Chair, Jenn Bruno, called the meeting to order at 8:34 a.m.
1. Administrative Items
• Approval of the Minutes of the CSE Meeting of May 1, 2013
Motion to approve the Minutes of the meeting of June 5, 2013, as presented.
M/S/P: Kundolf/Cassidy/Unanimous
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• Review Financial Status and:
1. Vail Family Fun Challenge Funding Agreement: $4,800 additional request for
support items for the Survivor Casting Call: Following a presentation from Brian
Hall of Blue Creek Productions, who presented an estimate of unanticipated
expenses for the management of the Survivor Casting Call component of the
event, the CSE voted to approve an additional $6500 for the event, and
directed that the additional $1,700 above the requested amount be directed
towards local marketing efforts, per the Marketing Checklist requirements.
Motion to approve additional funding of $6500 to provide logistical
support and local marketing initiatives for the Survivor Vail Casting
Call. M/S/P: Kundolf/Kerstiens/Unanimous
2. MKT Vail Consulting Contract Balance: McDonald reported that the scope of
work described in the original contract with MKT Vail for strategic planning
services had been substantially completed, and that the contract shall be
considered complete with services rendered through June 30, 2013. Total
payment of $24,950 for services rendered was agreed upon by consensus of
all parties. The unspent balance of the total original allocation of $49,900, or
$24,950, will not be earmarked for further consulting services
• Roles and Responsibilities: A description of the roles and responsibilities of Staff and
Consultants was provided by Kelli McDonald in the packets. There was no discussion.
• Navas explained that the Town Council has requested that the CSE present an
explanation at their next meeting on July 16 regarding the changes that were made to
the Farmers’ Market, particularly with respect to the decision to “downsize.” Navas
stated that the memo that had been provided to the Council for their July 2nd meeting,
including information provided by Angela Mueller supporting the decisions, are included
in the packet. Rogers requested that a new memo be prepared for the July 16
discussion, stressing that it should include any new information about upcoming summer
events that the Council might not expect. McDonald stated that the staff will prepare a
memo covering any unexpected events/activities for the balance of the season, including
the loss of Adam Sutner as the CSE’s Strategic Consultant
• Brian Nolan, representing Vail – Beaver Creek Restaurant Week, requested a few
minutes to bring the CSE up to date on the most recent community meetings regarding
this event. He stated that they had met with the restaurant group on July 2nd, and that
there are now 31 Vail restaurants and 8 Beaver Creek restaurants signed up, adding
that they expect to have the majority signed up by next week. He noted creative input
had been given and more is welcome, and that “taglines with ‘sex appeal’ are in the
works.” Bruno asked whether the lodging community has been involved and Nolan
replied that the VVP was represented and that they expect to have lodging packages
lined up by the end of July. Kerstiens asked when the marketing pieces would be ready?
Nolan replied that it is currently in concept form, with a delivery deadline of July 15.
There were questions and suggestions regarding a proposed logo, with McDonald
explaining that was part of yesterday’s discussion, that the logo is “50% there” and will
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use fall-like colors that will compliment those of Vail’s other culinary events. Navas
questioned, and Nolan confirmed, that the name of the event will remain “Vail-Beaver
Creek Restaurant Week.”
• Nolan then requested a few more minutes to update the CSE on recent discussions with
the Lionshead Merchants Group. He encouraged the CSE to rally-round proposing
Lionshead as a key location to be developed as an event venue, in a similar fashion to
the way that the Memorial Day event was developed. He noted that the Vail Valley
Foundation had seriously considered moving the Climbing Wall for the Go-Pro Games to
Lionshead, but it was not possible to accommodate the physical dimensions there. They
acknowledged that EPIC Summer will make an impact on Lionshead, that the summer
weddings at Arrabelle create challenges, and that they should focus on developing new
events and/or working to enhance/expand existing events (i.e. Vail Jazz, Colorado
Grand) that work well within the Lionshead venues. Chapin remarked that the CSE
recommends consideration of Lionshead venues with nearly every proposal.
2. Event Liaison Update to the CSE. This presentation, which was included in the packets, was
limited to Q&A, based on limited time. Hefferren noted that she has spoken with the July/August
events (mostly athletic ones) that were significantly behind in meeting their Marketing Checklist
directives, and conveyed the importance of staying up to date and using professional services.
She added that she continues to emphasize the educational component of the marketing
checklist and that all event producers are now caught up.
3. Event Recap: King of the Mountain Volleyball
Leon Fell began his remarks on the AVP (Association of Volleyball Professionals) Special
Event by stating, “OK, you guys were right,” and thanked the staff, sponsors and CSE for their
support in making this a very successful addition to the overall event. He added that he is
already working on next year, with a working title, but no guarantees of “1st there was Kerri,
now there is Misty…” AVP is very interested in Vail for a 2014 event, requiring Solaris as a
venue for one or two temporary sand courts- which may or may not occur at the same time as
the King of the Mountain. Fell also noted that he is now in a position to secure more
sponsorship dollars, by wrapping several “Fell” events, including the King of the Mountain into
one package, and that he is committed to continuing “at least” what was done this year.
Highlights of the 2013 King of the Mountain Volleyball Tournament include:
• 615 teams participating, 60 more than last year
• Juniors clinic- over 300 participants from as far away as Salt Lake City Albuquerque and
the Front Range- AVP event was an important attraction
• Steady continued growth for over 13 years with approximately 90% of participants
returning competitors.
Fell closed his remarks with, “I don’t do it for the money, I do it because I love the sport.
*Note: The CSE voted unanimously by email following the meeting to release the final
installment of the funding allocation to King of the Mountain Volleyball.
4. Strategic Plan: 1 Year/3 Year/5 Year. Sutner provided a PowerPoint presentation and
prefaced his introduction of the new plan by describing his “single insight” on the CSE effort of
the last year as “one of the best marketing enterprises I’ve seen in 25 years.” His advice, “Stay
the course, you have a great roadmap, make the hard decisions.”
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Citing the new mission statement, “ The Vail Commission on Special Events is accountable to
deliver an annual Special Events Plan which ensures world class events that are fully aligned
with Vail’s brand. The CSE should effectively and efficiently allocate available budget behind
this objective. The Events Plan will deliver measureable results in terms of specific goals:
economic impact,optimization of the seasonal calendar, positive community experience and
integration, as well as positive guest-centric results that lead to future loyalty.”
Sutner noted that the acid test of alignment with the VLMDAC objectives is the “effusive praise”
from that organization, which isn’t often given out.
• Report page review
o Bank: Can Survivor model be applied to other casting calls? Sutner: This is a 5-year plan
question, which focuses on media prospects. Sutner suggests forming a committee to go
after television coverage. Ex. “Estillo DF” (the Mexican version of “People” magazine, in
Vail for GoPro Mountain Games) Suggests going to long term producers and offer long-
term opportunities such as the Red Bull TV event
o Cassidy: Natalie Moralis, Today Show Host, coming in for Living Well
o McDonald: Utilize VLMD journalist contacts
• Additional Highlights:
o AVP considering invite only Pro event after Labor Day. Discussion of trucking and sand
partners to create temporary sand courts in Solaris. May be a Council contribution item,
but it’s too early to tell. McDonald will discuss costs with AVP.
o Vail America Days: New 3 day festival model
• Calendar: Decisions will need to be made as some events may not return
• Key Developments to strategically manage:
o Discussion: Can CSE assist driving sponsorship. Ex. Umbrella Culinary Brand, collective
spirits sponsor
Chapin: Is it ‘legal’ for CSE to allocate multiple year allocations? Rogers: Legally
only 1 year at a time; however agreements for multiple year allocations are
sometimes made with the stipulation that each year’s renewal is subject to the
annual budget approval . Navas: Example: Historical precedent of a three year
agreement with the Lacrosse tournament, subject annually to the approval of the
new budget allocation from the Town Council. A financial commitment into the
future carries far more weight, as it indicates a more secure financial base, and
alleviates the impression of a ‘sense of desperation.’
James Deighan: How can the CSE assist event producers? Examples: Feast, as
a new event vs. Gourmet on Gore. History speaks for long-standing events –
timing, budget constraints, measures of success. Toyota signed 1 year because
they don’t know if it will be of value to them, but respect the success of the event.
Deighan’s opinion is CSE allocations work similarly – easier for repeat events,
harder for new. There are differences in funding philosophy: Highline can’t carry
the brunt of financial risk any longer.The producer taking the risk, even losing
money, is not a viable partnership. Sponsorship needs to be adequate to
produce the event.
McDonald: example GoPro (Teva) Mtn. Games year 1 was funded at 100%; as
the event has grown, the CSE’s support has remained numerically the same, but
has become a much lower % of the total event cost. The event producer can go
into the future using the CSE’s funding to leverage additional sponsorships.
Sponsorships purely allow for enhancements to the event. We should not set up
a system that penalizes success.
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Navas points out the Bravo! receives consistent funding each year from the
Town Council – but Rogers states it is a fight every year.
Bruno: This is an educational process for council. The town is the greatest
beneficiary of the success of the events.
Kundolf: When council turns over, there is not a consistent understanding of the
CSE’ history.
Sutner: CSE has $1M to leverage, when broken into $40K parcels, it in effect
diminishes the leverage. Do we undermine ourselves? Is there another way to
look at it? Ex. 1) Give 1 Event producer block of funds for year and let them
manage P/L.2) Let sponsor talk directly to Town and then leverage over events.
Deigan: Some sponsors don’t want to be a municipal partner. May also have
conflict with other partners; i.e. Vail Resorts-Auto category. Consider: bike and
apparel partners
RRC Attendance Survey: Manage the recalibration of the baseline. Creates
many more benefits than the questions that may be raised.
International footprint: Look for event opportunities. Ex. Brazilian volleyball at the
Kick-it soccer tournament. Get international media to track this.
• Expansion Scenarios:
Activation models: Piggyback 2014 World Cup soccer. Ex. Youth World Cup
opportunity?
Vail Rocks: Bigger pop rock name, hike date or location change?
• Key Insights to think about:
Reminder that hiking is the #1 driver of summer visitation.
Chapin: VailResorts has taken hiking to the next level. TOV & VR
seeking to “claim the high ground” of hiking parallel to Europe. Who’s the
most advanced name in hiking?
McDonald: Long term project for US Forestry is signage and access
based on European model. Ex. Ellen Miller
EPIC Discovery: 3 million west-bound drivers on I-70 each summer – capture the
market
Dedicated family adventure area within the villages? Bungee jump like Beaver
Creek? Slackline?
• Bruno: Thanks Adam for his 9 months time. (Bruno leaves at 10:55 a.m.)
• Sutner: Another brainstorm – execute 1 ideal well, and move the strategic model. Keep
the commitment and level of effectiveness. Corporate trend is to stop to parceling the $.
• McDonald: Continual struggle quality versus quantity.
• Next steps:
o McDonald: Review plan, prioritize – rally around this year’s successes for 2014
funding decisions. Revisit, update plan in 2nd year, and continue looking out for
partnership ideas
o Kundolf: Sponsorship stands out for me. How do we make CSE $ work for Town of
Vail and event producers? Key to success for coming years.
o Kerstiens: Lodging occupancy is hugely affected by events. The one weekend in
June where there was no event was very visible – lodging was 30% down. Added
that Health and Wellness is a growing interest in the travel industry: Lots of
discussions, the competition is growing. Marriott has new program called “Travel
Brilliantly.” It’s time to get into action. Many thanks Adam.
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o Rogers: VVMC is getting time from Council to play a role as a part of their master
plan development.
o McDonald: James Chung, who identified the importance of the Health and Wellness
tier for the VLMDAC, has been hired by VVMC for strategic plan.
5. RFP for 2014: Confirm criteria, and performance conditions for funding- review of this year’s
conditions and criteria for funding.Given the time constraints for a meaningful discussion of the
strategic guidance and criteria included in the new Strategic Plan that Sutner just presented,
Navas requested that the CSE members review the draft and send in comments by email. Key
pages for review include page 1, the introductory information, which describes specific time
frames, types of events and venues that the CSE will give priority. Additional input is requested
on two attachments: Guidelines for Post Event Recaps and the Vail Brand explanation
attachment. The review of a final draft, based on comments received, will be scheduled for the
August 7th CSE meeting. Comments are requested by July 19.
6. New Business and Community Input
• Bank: How are we measuring what is a successful event? Compared to Tough Mudder and
the Blues & BBQ in Beaver Creek, Vail events don’t seem to have nearly the same level of
attendance.
• Chapin: Given the proposed reconstruction plan, can we schedule a presentation at the
August or September CSE meeting regarding the status of the Ford Park Fields for the
summer of 2014?
• Kundolf: What are the ERC’s criteria for approving/not approving Special Events in Vail that
have not been funded by the CSE? Please schedule in update for an upcoming meeting.
• Kit Williams: Thanked the CSE for their hard work. Speaking on behalf the Lionshead
Merchants Group, stated that he “wants to be part of the solution for Lionshead, not just sit
on the sidelines.”
Adjournment:
Motion to adjourn @ 11:20 a.m. M/S/P: Bank/Chapin/Unanimous
Next CSE Meeting:
Wednesday, August 7 @ 8:30 a.m.
Vail Town Council Chambers
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