HomeMy WebLinkAbout1.a. DRAFT 2013_08_07 CSE MinutesTOV/CSE DRAFT Minutes: August 7, 2013 Page 1 of 8
DRAFT
Minutes:
Town of Vail: COMMISSION ON SPECIAL EVENTS MEETING
Vail Town Council Chambers
Wednesday, August 7, 2013 @ 8:30 a.m.
CSE Members Present: Bobby Bank
Amy Cassidy
Dave Chapin
Barry Davis (Left at 11:20 a.m.)
Sonny Kerstiens
Rayla Kundolf
CSE Member Ab sent: Jenn Bruno
Town of Vail Staff Present:
Kelli McDonald, Economic Development Manager
Sybill Navas, CSE Coordinator
Daric Harvey, Vail PD
Molly Eppard, Vail Art in Public Places Director
Kristen Bertuglia, Environmental Sustainability Coordinator
Others Present: Clare Hefferren, Callosum / Event Liaison Consultant to the CSE
Davy Ratchford, Brooke Macke, Vail Resorts
James Deighan, Highline
Sean Glackin, Alpine Quest Sports
Adam Lueck, Scott Bluhm, Paul Abling and
Michael Imhof: Vail Valley Foundation
Jonathan Brownlee, Lionshead Merchants, Arrabelle
Laurie Asmussen, Eagle Valley Events
Kit Williams, Lionshead Merchants Association
Cabal Yarne, Lionshead Merchants Association/Arriesgado
Alison Wadey, Vail Chamber and Business Association
Jon Boord, Solaris
Laurie Asmussen, Eagle Valley Events
Lauren Glendenning, Vail Daily
Meeting Materials may be viewed at:
http://www.vailgov.com/WebLink8/Browse.aspx?startid=48965&row=1&dbid=0
In the absence of CSE Chair, Jenn Bruno, Vice-Chair Sonny Kerstiens called the meeting to
order at 8:31 a.m.
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1. Administrative Items
o Approval of the Minutes of the CSE Meeting of July 3, 2013
Motion to approve the Minutes of the meeting of July 3, 2013, as
presented. M/S/P: Kundolf//Davis/Unanimous
o Review Financial Status: Currently there is $32,721 remaining in the CSE
budget. No issues were raised.
o As directed by the Town Manager’s Office, $5,000 to be allocated to cover the
outsourcing contracted by the IT Department, as needed to finish the
programming for on-line permit. This item was removed, as the invoice has
already been paid.
o Navas also noted that, under consideration for funding, is $2,500 for the NORAM
Cup by Ski/Snowboard School Vail, as well as a possible increase in funding for
Vail HoliDaze, due to Vail Resorts not funding the event in 2013.
o Approve dates for Snow Daze: December 9-15, changed from the originally
approved dates of December 4-8. A vote of approval is required.
Motion to approve revised dates for Snow Daze to December 9-15, as
presented. M/S/P: Chapin / Kundolf / Unanimous
2. Event Liaison Update to the CSE: This presentation, which was included in the
packets, was limited to Q&A. Hefferren noted that Vail Farmer’s Market and Art Show had
revised all marketing materials to reflect the extended closing date. She added that
continues to meet with August, September and October event producers as their events
near.
3. CSE Strategic Plan: Board discussed and approved strategic plan as presented by
Adam Sutner at the July 3rd CSE meeting. The final recommendation will be incorporated
into the structure of the existing CSE Strategic Plan by Sybill Navas for adoption at the
September CSE meeting. Chapin suggested approving the plan as is. Kerstiens asked
the board to revisit a comment made by James Deighan regarding funding continually
versus diminishing allocations and/or for a limited block of years. He asked if CSE needs
guidance from Town Council. Kundolf shared the Farmer’s Market as a good example of
consistent level of funding from the CSE, which brings sales tax to town. Some are
seeded, others are consistently funded annually.
Navas noted that the Lacrosse Shootout is an example of multiple-year diminishing
funding, subject to budget approval each year. Events are grouped into those able to
ratchet down, those which grow into sustained funding with the baseline investment going
further based on the growth of the event. Navas used GoPro Mountain Games as an
example. The board agreed to look at each event on its own merits as experience has
shown that most events won’t stay unless without some funding.
Bank stated Council wants CSE to wind events down, but CSE doesn’t want to lose
events based on not funding them. Cassidy said it makes it much easier to get
sponsorship with funding as the sponsors see the money behind it. Davis confirmed
currently there is no concrete plan on how to gauge differential of growth versus
sustained funding. Davis suggests clarifying this prior to 2014 RFP stating that it is the
CSE’s job utilizing the ranking system as a filter. McDonald conveyed that Vail Town
Council goes through the same challenge and recently created new categories to assist in
budgeting.
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Navas will edit the strategic plan to address the ever recurring issue of whether to provide
diminishing seed funding vs. consistent and/or reduced funding and will bring back the
revised document to the CSE board on September 4, 2013 for approval. The new event
activation requirement will be woven in. It will also be noted that activation comes with
additional cost to existing events and should be accounted for in RFP application.
Motion to approve Strategic Plan, as presented.
M/S/P: Chapin/Kundolf/Unanimous
4. RFP for 2014: Review document for posting, and confirm the proposed schedule for
reviewing the funding applications and determining the allocations. Navas presented the
draft RFP, speaking directly to the highlighted areas. The CSE was asked if they have
any concerns or questions which were not addressed. Navas announced she plans to
post the 2014 RFP by the middle of next week, August 14, 2014, after any suggested
revisions are incorporated. McDonald stated that the RFP is very tactically based and
requests Navas add in the addendum line to reference the CSE strategic plan once it is
approved.
Lionshead Merchants Association representative Kit Williams requested a copy of the
strategic plan and the RFP when complete. Bank offered to email it to them and an email
was shared.
Motion to approve 2014 RFP with revisions, as presented.
M/S/David/Bank/Unanimous
5. NORAM Cup Funding $2500 Request from Ski/Snowboard Club Vail for December 15-
20, 2013: Normally this event is held in February, but has been rescheduled to December
due to the Olympics in 2014. The CSE did award $2,000 in support of the event that was
held January 31- February 5, 2013. (@ 9:10- 5 minutes).
Motion to approve $2500 funding request to NORAM Cup, as presented.
M/S/P: Davis/Chapin/Unanimous
6. Vail Holidaze: Budget Overview and Funding Issues- Davey Ratchford, Brooke Macke
from Vail Resorts; James Deighan, Highline
Ratchford began by stating that Vail Resorts has determined that their event strategy is to
drive destination business in need times and that they have therefore determined to
support 3 “official” events in the upcoming ski season; including Snow Daze, Burton US
Open Snowboarding and Spring Back to Vail. Vail Holidaze funding will be redirected to
the Burton event for marketing. He stated that they typical budget for Vail Holidaze was
approximately $200K, with only $50K coming from the CSE.
McDonald noted that the Holidaze week traditionally receives the highest NPS of the
year, which is in part fostered by the spectacular skating shows. She added that it will be
difficult and more expensive to secure performers in this Olympic year. Deighan remarked
that we have set the expectations of our guests very high with “best lifestyle events in the
world,” including Holidaze and the season framing bookends of Snow Daze and Spring
Back to Vail. Bank observed that Holidaze and Snow Daze have been historically lumped
together, but should be reviewed independently. Deighan again stressed that they will not
bear the brunt of losing dollars on an event into the future and added that Highline may
not move ahead with New Year’s Eve, which has received a $10K allocation from the
CSE, depending on the budget.
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Several possible funding reallocations between Snow Daze and Holidaze were
discussed, but without a cost proposal for Holidaze, the CSE did not feel they were
equipped to make an informed decision. Highline will come back in September with a
palate of two or three proposals to choose from.
7. Vail America Days Recap and Community Input: James Deighan stated “Mission
accomplished, Vail put on the best Fourth in the world,” adding that Highline brought a
professional approach to both the event, and the parade. Floats were of great relevance,
many highlighting the theme of “Vail’s 50th” and were well decorated and well received.
The flow was steady and a newfound professional approach helped immensely. Although
the weekend of ambient entertainment was not as well attended as hoped, Vail America
Days offered a classy space and place for the Vail guests to gather in the heart of town
and offer a reason to stay, not only on the Fourth, but encouraged them to come back
throughout the entire weekend. Estimated attendance was 55,000+, based on photos,
crowd estimates, vendor feedback and food/beverage sales.
Deighan noted the following areas for improvement:
• Increased lead time will offer more potential to secure sponsorships, but we need
to recognize that the event is still perceived as a “local” event.
• Stating that “Highline was the only entity in the Town of Vail that lost money on the
4th of July”, they cannot produce the event next year unless the event is fully
funded. The estimated “gap” exceeds $50,000, without including the fireworks,
which were already funded from last year’s hold over contract.
CSE members were unanimous in their agreement that the three full days of
entertainment were too much, but that the full day of entertainment on the Fourth was
successful in keeping people in the villages for the whole day. Cassidy remarked that the
hoped for extended stays “did not happen.” Kundolf expressed that the Pancake
Breakfast at the Chapel was a “big thing!” and could be expanded upon. McDonald stated
the this is our #1 event, and that we all need to continue to work together closely, as the
Town of Vail is not a sponsor but “owns the event.”
Public comments from Jon Boord, Solaris Plaza Manager, who stated that he represents
Solaris management, owners and tenants, and the commercial entities that are within the
Plaza. Boord stated the following:
• Fireworks were appropriate use of sound & light and there were no negative
comments from Solaris tenants.
• 4 days was “too much noise,” noting that the attendance got smaller and smaller
over the weekend. There were multiple complaints from owners and tenants.
• Sponsor conflicts: Placement within the plaza of competing restaurants who were
grilling directly in front of Bol’s patio, as well as advertisement and banner
placements from direct competitors.
• The plaza is showing a lot of “wear and tear,” and sustained a fair bit of damage
over the weekend. People were standing on every surface and climbing into the
“fire pit,” damaging the interior. He noted that the security personnel seemed to be
tasked only with protecting the alcohol barrier and that they should be more
proactive in monitoring behavior that causes actual damage.
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• Expressing that there were some “bumps” in the communication with Highline, they
did not know what to expect. They feel a need to know in advance what is going to
be set-up.
• Commenting on the over-use of the plaza, he noted that their competitors use as
advertisement, “Don’t buy there, it’s a circus!”
Boord closed by stating that Solaris would like to reserve July 4th as one of their “15 days”
next year and produce the event themselves in a manner compatible with their own
interests.
Chapin remarked that Solaris was advertised as the “new downtown, where it’s
happening” and that we need to recognize that damages occur in public spaces. He
commended Boord for coming with these complaints and stated that the CSE will address
where viable, as they seem to be. Chapin also asked if there had been complaints from
the commercial tenants. Boord replied, “No.”
Navas stated she has received comments with negative feedback on fireworks. Deighan
said if Vail is going to use the same type of fireworks, he recommends launching them
from a new location.
Deighan stated that Highline has little or no issue with suggested revisions now presented
by Boord/Solaris today; however stated the way it was delivered during the event was not
effective and put Highline out 2.5 hours during the event. He requested that if issues
between arise between a producer and the venue, they should be addressed directly to
the Town of Vail. Deighan concluded Highline welcomes feedback and leads the event
with passion.
8. Event Recaps
• FEAST! Vail James Deighan, Highline
Deighan highlighted the recap as presented in the packets. He looks forward to
the luxury of a year to plan 2014 with regard to sponsorship, awareness and
media cache. Highline will continue to set the bar high. Deighan has never seen
such positive feedback on an event in the history in Highline. The brand
association and quality of the event was spectacular; lack of time was the culprit.
Highlights include:
• Budget: 33K loss + 20K agency fee loss
• Attendance 950 participating
• Weather was tremendous benefit
• Deighan: Resounding opinion was laid a great foundation. Future of event
can be wonderful for town of Vail
Navas recalled opening night sold out and asked if this impacted further
participation. Deighan responded it was a comfortable setting, versus being too
crowded and that they wanted to balance the number of people and flow. The
number of tickets sold was increased from ~250 to 300. In retrospect Deighan
said that they would have raised the quantity a little more. There was talk of
extending to upper balcony level, which could double the number. Merchants at
Solaris were happy to participate in 2013. He closed by stating that the first year
had to be a marketing initiative and the event may take several years to hit stride.
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There were very different opinions between the VLMDAC and Highline on how to
market the event. VLMDAC chose 2 to 3 weeks out. Highline wants to extend this
to year round. Kundolf suggests hitting marketing spots over the year –
Christmas, President’s Day, and Spring Back to Vail. The budget for 2014 was
discussed while acknowledging the $33K loss. Deighan stated he is not certain
that $85K will be enough, more likely an additional $50K will be required, and
added that they cannot continue to produce events that are underfunded. There
was also a discussion of an umbrella brand of food and confirmation of logo
approval with Taste of Vail. Deighan advised it had been researched thoroughly
and was crowd sourced. There was a discussion of raising the ticket price for
opening night. Kundolf recommended a 2nd venue, noting Arrabelle- to which
Deighan responds that it is possible, but it will increase budget.
Cassidy: From Sonnenalp perspective, she does not agree to begin marketing
just 2-3 weeks out, as it makes it difficult to market hotel packages and sell
tickets. Deighan agrees and may tackle a different marketing initiative & umbrella
culinary concept, and bring in high profile media partner. Cassidy suggests a
retail media sponsor, tying in the Veterans and half marathon components.
• Whitewater Kayak Demos: Sean Glackin, Alpine Quest Sports
For the record, Navas stated that the correct name of the event is Vail
Whitewater Race Series. Board comments included “exceeded expectations”
from Davis and “we look forward to next year” from Bank. Kundolf would like to
see sponsors and partners for 2014. Glackin advised he does not have an event
producer on staff and if event continues to grow, he’ll need to increase staff and
sponsorships. Hefferren stated she advised Glackin on marketing, drawing up a
list of options. Not all were executed in 2013 due to budget and time; however
will be considered for 2014. If want to take to scale similar to GoPro Mountain
Games, the budget would be ~ 5x what it is currently.
• GoPro Mountain Games: Scott Bluhm, Vail Valley Foundation (VVF)
Bluhm highlighted the stakeholder’s report and reported only seeing an upside
with GoPro as a sponsor. Strengths included expanded TV coverage, from 1
hour to three hours. VVF is continues to consider the development of a music
festival-feel for daytime. There was a discussion of returning the climbing wall to
Mountain Plaza, which is difficult and expensive due to the ground not being
level. There is discussion of using Ford Amphitheater for musical events which
would help to build a physical connection with the climbing will in its current
athletic field location. VVF and GoPro are currently discussing creating made-for-
TV events being considered for future.
Paul Abling presented highlights on media/survey numbers. Brand alignment is
spot on as 62% of this year’s attendees have attended 5+ years past. 2014 focus
will be placed on out of state and international visitation. Different athlete
strategies are being investigated to build attendance and exposure. This was the
first time in Summer Games history that a sponsor (GoPro) brought in its own
FAM group with digital PR force. Future growth is in using mobile apps to engage
with the merchants. While participation in the scavenger hunt was moderate,
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VVF did learn how participants flowed through events through pings and will use
this in the future footprint planning.
Board comments included: Kerstiens “Outstanding.” Cassidy “The most fun was
being a participant and a spectator. Social media campaign was awesome. Good
for teenagers.” Kundolf inquired about a Lionshead venue, suggesting yoga or a
kids’ Slackline. Bluhm responded it’s always a consideration and noted the
increased cost of an additional venue. VVF does have several items which are
currently being considered for Lionshead placement in 2014. McDonald asked if
sponsors were happy being located in one area versus spread out. Bluhm
responded, “Yes, the sponsors want to be in the village.”
2014 dates have been set as June 5-8, 2014.
• Vail Rocks!: Shannon Foley Henn, Love, Hope, Strength Foundation
Henn was unable to attend due to a previously scheduled conflict. CSE members
expressed that the event was stronger this year, and that growing the event was
an important part of their interest in continuing to fund it. All felt that the intimacy
of the hike could be maintained if the growth was managed carefully and
creatively.
• Vail Arts Festival: Laurie Asmussen, Eagle Valley Events
Describing the event as “ambient,” Asmussen admitted that the rain did impact
the attendance somewhat, but that sales were strong. She described CSE
suggestions which had been integrated into the 2013 event; including a local jury,
ground entertainment and music. The jury was a success. She wants to work on
the right placement of the entertainment and music, so as to enhance merchants
versus feeling “in the way.” The most positive result, in Asmussen’s opinion, was
that a group of Lionshead merchants asked her how to grow the event.
According to a survey, guests want more walk-around food. Asmussen will work
with merchants to make this happen for 2014.
Board comments: Kundolf asked about the demographics presented as they
appeared skewed. Asmussen stated that the Arts Festival typically doesn’t draw
guests to town, but serves as an ambient event.
Kerstiens asked if the CSE board would be able to get Mtrip data of event
weekends prior to recaps. McDonald advised that the timing of CSE meeting is
not in alignment with the Mtrip reports. The full annual Mtrip report will be
received in February of 2014. CSE is able to use the 2012 report as a
benchmark.
Motion to approve the release of the final funding installments for Vail America
Days, FEAST! Vail, GoPro Mountain Games, Vail Rocks and the Vail Arts
Festival. M/S/P: RK/DB/Unanimous
9. Update on USA Pro Challenge (USAPC): Adam Lueck, Vail Valley Foundation
Lueck began by comparing the USAPC with the Tour of California, as the two most
important events in cycling in North America, and followed by sharing a news update with
the biggest tour info of the year: 2013 Tour de France winner, Chris Froome, and the
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complete US Sky Team are confirmed coming to US Pro Challenge. Many other
international and domestic teams are confirmed.
Lueck reviewed the presentation included in the packets, and stated that the Beaver
Creek and Vail stages are the most important of the race. He stated that the Vail Time
Trial is very important for Vail, as TV is the biggest selling point for the event, and Vail will
be featured throughout the day- rather than just with a 10 minute start and/or finish
coverage. Beyond bringing all the people into town, Vail benefits from a 2-hour
“commercial” on NBC sports. The event will be shown on NBC Sports Network and NBC.
There are multiple activation activities in Vail including the Scavenger Hunt, Ice Cream
Après at Mountain Plaza and Chromatic Challenge. The race city/expo has been
relocated from the top of the parking structure down into Village Center on Meadow Drive.
Bus service will be the same as in 2011 Pro Challenge. It will not be interrupted on the
East Vail route, but will be rerouted onto I-70. The Golf Course and Gold Peak service will
be interrupted from 10:00 a.m. to 6:00 p.m. Bank requested thorough communication to
locals on bus routing.
10. New Business and Community Input
• Kit Williams, representing the Lionshead Merchants Association, is working with
Colorado Grand to help support the event. Williams asked the CSE board to
consider funding of $4K to increase lodging and length of event; for a cocktail
party on Monday before the events starts, and to create a coupon book for
participants (250 participants expected).
Navas interrupted Williams to clarify that the CSE board has the option to decide
if they want to review this topic in September, as a funding request was not listed
as part of the agenda for this meeting. She added that several of his requests
could be addressed as part of the Special Event permit review. Kundolf
requested Navas place the item on agenda for September review. Williams will
send a formal proposal to Navas.
Motion to adjourn at 11:38 a.m.
M/S/P: Kundolf/Chapin/Unanimous
Next CSE Meeting:
Wednesday, September 4, 2013 @ 8:30 a.m.
Vail Town Council Chambers