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Home My WebLink About7-3 1-3-5 year strategyTown of Vail: Commission on Special Events July 3rd Meeting July 3, 2013 Photo by Jack Affleck Year One - 2013 2 Town of Vail | 7/3/13 2013 CSE Mission Statement 3 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. Town of Vail | 7/3/13 Alignment on 2013 Vail Marketing Objectives 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 of Vail | 7/3/13 CSE – 2013 Objectives 1. Align events with the Vail Brand 2. Drive Positive Economic Impact - occupancy - sales tax - group business 3. Generate Funding leverage 4. Attract destination guests who book overnight rooms; in-state and out of state 5. Achieve an optimal event calendar 6. Achieve a superior community and guest experience Topline Process Improvements - 2013 5 Town of Vail | 10/18/2012 Initiative Action Taken Performance Scorecard Revised to align on objectives +++++ Process Improvement Local/community integration Brand alignment Partner accountability Focus on results Invest in strategy +++++ +++++ +++++ ++++ +++++ Add Memorial Day Event FEAST! Vail +++ Integration with VLMDAC Process/Alignment/Joint Mtg raised quality +++++ Improved Partner Marketing Event Marketing Liaison Checklist +++++ Attendance Measurement RRC retained/process in place +++++ Additional Highlights 6 •SoulFest hole filled with leveraged VLMDAC asset at lesser cost; Survivor Casting Call with Family Challenge •King of the Mountain Volleyball expanded to include pros, AVP relationship formed, significant village integration, greater attendance •Expanded July 4th offering; festival, family zones, music, new partner for long term, improved Jazz and Lacrosse integration •Significantly improved Farmer’s Market •Best Summer Mountain Games to date – GoPro very happy •Calendar Management Improvement •Kayaking initiative •Bravo Dallas marketing with AA/VLMDAC •New Year’s Eve Town of Vail | 7/3/13 2013 Opportunities - Process 7 •More optimal calendar management aligned with opportunity •Invest in strategy; separate strategy from execution and spend meeting time and resources further upstream •Improve quality and reduce quantity •Razor focus on performance against objectives •Process improvement - better real time evaluation and management - investment in quality of marketing - event content alignment with brand - strategically drive recruitment process Town of Vail | 7/3/13 8 Feb March April May June July August Sept. Oct. Nov Dec. Summer Games Taste of Vail Vail Lacrosse Shootout 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 Well Summit America’s Cup Challenge Cup Farmers LHSAC Farmers LHSAC Farmers LHSAC Farmers LHSAC Farmers LHSAC Farmers LHSAC Farers LHSAC HSN HSN HSN HSN HSN HSN HSN 2013 Calendar – New Event/New Timing Vail Film Festival Spring Back To Vail Vail Jazz Festival Vail Jazz Festival Vail Jazz Festival Vail Valley Soccer Vail Rocks! New Year’s Eve Pink Vail FEAST! Burton US Open Winter Games Town of Vail | 7/3/13 ? Pro Cycling Survivor Casting Three Years – 2014/2015/2016 9 Town of Vail | 7/3/13 Key Developments To Strategically Manage 10 •Vail Summer Brand – The Health & Wellbeing initiative will be a year further down the road: - VVMC vision – to be aligned on by VLMDAC - Health & Wellbeing ‘Virtual Village’ - Potential for dedicated event a la Telluride Workout Weekend http ://telluridewow.com/ •Further development of VR’s Epic Discovery; ziplines, aerial adventure courses, summer tubing, larger climbing wall - potential for modest on mountain event to help launch •VR winter strategy; aligning on off-peak periods - Thanksgiving - Return of Carnivail •Can CSE help Producers drive sponsorship Town of Vail | 7/3/13 Key Developments To Strategically Manage 11 •King of the Mountain & AVP development - Continue KOTM expanded programming - New athletes; need to get out in front to pre-empt scheduling - AVP has sent buying signal for Invitational Tournament in Vail - Timing open to discussion; July/August, or post Labor Day - Cost •Return of SoulFest or not •Culinary Branding Opportunity; VLMDAC initiated but what does it look like the event level •Survivor returns or not •July 4th – Wednesday; how does this relate to Festival scenario •Lionshead – under represented, construction finished •Holidaze without VR Town of Vail | 7/3/13 Key Developments To Strategically Manage 12 •What if Pro Cycling Challenge does return - August, without Survivor potentially, also feels light •Evaluate Restaurant week for the Valley wide approach - Did it favor Vail - Drive business and work as a marketing driven event •RRC attendance accuracy will re-set baseline - Important to pre-empt any wobble or loss of confidence •Keep aligned with VR winter brand and potential VLMDAC calibration as it evolves •Look to ‘internationalize’ if and when possible Town of Vail | 7/3/13 Possible Expansion Scenarios 13 •Kick It 3 x 3 Soccer/Also Challenge Cup - Follow successful King of the Mountain model •Bravo/Dance; Mexican penetration and younger programming •Additional Keen Kids Adventure Race expansion •Vail Rocks grew this year on small numbers - Invest for better name talent •FEAST! – lead time equals great sponsorship - Grow horizontally - More small, intimate venues Town of Vail | 7/3/13 Potential New Opportunities 14 •Potential August diminution back-filled by new events developed according to the FEAST! development model - Comedy - Pop/Rock Music • FEAST! Expansion to include military aspect - half marathon well received and attended - true patriotic focus - Wounded Warrior Chefs - Turkey Trot style model •New sponsor roster; Toyota, potentially other Auto, GoPro, Red Bull, Burton, et. al. •Today Show •Other Town of Vail | 7/3/13 Suggested Principles for 2014-2015 (and beyond) •Stay aligned as brand evolves; winter and summer •Stay fresh, relevant, desirable •When possible look to drive long, and longer weekends (Vail America Days, GoPro, Memorial Day) •Eliminate non performers, reward performers, invest in opportunity •Don’t be afraid to invest in modest revenue/volume, high impact strategy •Maintain marketing emphasis with producers •Watch revenue versus spend alignment, for 2013: - Winter Revenue = 70%, Summer Revenue = 30% - Winter Spend = 35%, Summer Spend = 65% •Look hard at post 2013 RRC results and adjust - continue to measure, calibrate, measure, calibrate 15 Town of Vail | 7/3/13 Year Five – 2017 & Beyond 16 Town of Vail | 7/3/13 Key Insights To Think About 17 •Post 2015 Alpine World Championships - in both 1989 and 1999 International attendance grew significantly - think about laying the groundwork to capitalize - aligned with VLMDAC; Mexico, Brazil, et. al. - Opportunities aligned with a greater International sensibility; UROC, bike racing, •The Hiking research insight remains - we have lots of disparate event with hiking aspects, but nothing dedicated - Aspen backcountry marathon gaining momentum - leverage mountain cleanup day - European style hiking infrastructure - hiking partnership •Where will EPIC Discovery be in 3-4 years time - 3.0MM west bound drivers each on -70 each summer Town of Vail | 7/3/13 Key Insights To Think About 18 •Continued growth of technology - wayfinding - orienteering - can we seek out a technology partner; e.g. Apple •Health & Wellbeing - by this time Vail should have an ‘iconic’ event and attendant supporting events - opportunity to begin developing now - Incentivize a partner long term to develop opportunities; Nike, Adiddas, or related brands - Continued growth of yoga, tai chi, and related disciplines •Family event development - Cirque du Soleil (also Int’l appeal) - EPIC Discovery off the mountain Town of Vail | 7/3/13 Key Insights To Think About 19 •Continued growth of technology - wayfinding - orienteering - can we seek out a technology partner; e.g. Apple •Health & Wellbeing - by this time Vail should have an ‘iconic’ event and attendant supporting events - opportunity to begin developing now - Incentivize a partner long term to develop opportunities; Nike, Adiddas, or related brands - Continued growth of yoga, tai chi, and related disciplines •Family event development - Cirque du Soleil (also Int’l appeal) - EPIC Discovery off the mountain Town of Vail | 7/3/13 Key Insights To Think About 20 •VR is looking at Chair 26 as a dedicated ‘family adventure area’ - could Golden Peak base area take on a similar role with the right partner - a kind of summer family adventure zone; not tacky, environmental, human powered, thoughtful, with a Health & Wellbeing accent •Strategic Automotive - sustainability and emerging green technologies - whenever Tesla are here they are maxed out - could Vail and/or a partner seek out an opinion-leading high strategic value event partnership, with or apart from an existing auto partner •Comedy – if an earlier test event proved successful, by this time Vail could be host of the mountain’s premier Comedy festival Town of Vail | 7/3/13