HomeMy WebLinkAbout2013-12-04 CSE Minutes DRAFT 121213TOV/CSE Minutes December 4, 2013 Page 1 of 6
DRAFT
MINUTES:
Town of Vail: COMMISSION ON SPECIAL EVENTS MEETING
Vail Town Council Chambers
Wednesday, December 4, 2013 @ 8:30 a.m.
CSE Members Present: Bobby Bank
Amy Cassidy
Barry Davis
Rayla Kundolf
Town of Vail Staff Present: Kelli McDonald, Economic Development Manager
Sybill Navas, CSE Coordinator
Others Present: Haley McNeill, Contract w/Vail Valley Partnership (VVP)-acting
CSE Secretary
Margaret Rogers, Vail Town Council
Cynthia Bruggeman, Speckled-Hound Consulting
Missy Johnson and James Deighan: Highline
Martha Brassel, Vail Valley Foundation (VVF)
Laura Waniuk
Krista DeHerrera, Valley Events, Inc.
Robin Litt and Owen Murchison, Vail Jazz Foundation
Davy Ratchford, Vail Resorts Marketing
John and Jamie Stone, DiscoverWell
Patricia McNamara, Sonnenalp of Vail
Meeting Materials may be viewed at:
http://www.vailgov.com/WebLink8/Browse.aspx?startid=34151&row=1&dbid=0
CSE Acting Vice-Chair, Barry Davis, called the meeting to order at 9:00 a.m. (Weather delay-
held start for quorum. Agenda items were re-arranged as convenient to those present on
account of the inclement driving conditions.)
• Administrative Items
o Approval of the Minutes of the CSE Meetings of November 6 and 11, 2013
Motion to approve the Minutes of the meetings of November 6 and 11, 2013, as
presented. M/S/P: Kundolf/Cassidy/Unanimous– The motion passed 4-0.
TOV/CSE Minutes December 4, 2013 Page 2 of 6
o Meeting Schedule for 2014: Navas explained the addition of Wednesday, January 15th
to review event funding applications submitted under the Town Council’s new “Tier IV:
Life Long Learning Category.” The Town Council has allocated $90,000 to support
these events in 2014, and has directed that the CSE be responsible for determining the
allocations utilizing their established review criteria, but replacing the destination
demographic points on the scorecard with a criteria specific to the new category
definition. DiscoverWell’s application to the CSE for the Living Well Summit will be
moved to this category, as well as those submitted to the Town Council earlier in the
year by the Vail Global Energy Forum, Walking Mountains and the Vail Symposium.
Each organization will be asked to resubmit under the guidelines of a new RFP, which
Navas explained would be released within the week with a due date of Friday,
December 27. $15,000 of this budget has already been allocated directly to Starting
Hearts by the Town Council, leaving a remaining budget of $75,000. The CSE will
present their decisions to the Town Council on Tuesday, January 21.
Budget discussion ensued, with Rogers remarking that the Council has made “one time
funding for a new event” increases to the CSE’s budget annually, but then it is reduced
back in the following year, making it difficult to sustain a new event into the future
against existing, successful events. This year Council has asked to review budget
earlier. Roger suggested $50,000 be put aside ahead of time for the Bluegrass event in
2015. McDonald to request placeholder of $50,000 to sustain Blue Grass Series in 2015
budget.
RRC’s 2014 event attendance survey results will be presented at the February 18th
Council meeting. In order to be informed, should the Council have questions for the
CSE about expected differences between the survey results and the recap materials
submitted by the event producers, the CSE requested that RRC present the preliminary
results at their February 5th meeting. Dialog with the research company will be important
to understanding attendance numbers.
o Review 2013 Financial and Event Recap Status: CSE members reviewed the document
and no issues were raised. Navas noted that there is approximately $3,000 left in the
CSE’s Admin budget, due to contracts that did not run their full term and the fact that
some events actually returned unspent funding. McDonald noted that some of the funds
could be spent to pay for the additional report on the Attendance Survey Results
requested by the CSE for their February meeting. Navas thought the monies could be
used if billed in 2013, since the contract for the research was for 2013 events surveys.
CSE members directed that any remaining funds spent to enhance the fireworks on
New Year’s Eve.
• Interview finalists recommended for CSE/VLMDAC Event Liaison Contract and vote
to approve the preferred candidate. This item was moved up on the agenda since both
applicants were present.
Laura Waniuk: moved to CO via CA, presently resides in Edwards. Background in
PR/Marketing and event production. Cassidy asked if she had time for this position.
Answer: Yes. Kundolf asked why the position was appealing. Answer: Great opportunity
to understand the brand and to become part of the community, loves creating
relationships and learning. Has no other time constraints to note. Davis noted the
TOV/CSE Minutes December 4, 2013 Page 3 of 6
strength of her past work experiences and she explained her entertainment industry and
product background. Plans to be in Vail Valley permanently. Cassidy asked how she
would work with an event producer who misses deadlines. Answer: Explain impact of
missing deadlines to attempt to help process move on schedule before taking an
aggressive approach.
Krista DeHerrera/Valley Events, Inc.: 18 years as an event planner in Denver and
mountain markets. Originally from Durango area. Prior to starting her own company she
worked with Glenwood Chamber and Garfield County on events. Is in process of
moving to Vail Valley from New Castle with her family. Has grant writing experience and
owns a concert staging business. Has worked with VVF and Highline on event staging
at Vail events. Cassidy asked what her favorite event was. Answer: Garfield County
Airshow, because she had opportunity to work with military contracts as well as with the
county. Davis asked what she can to do help CSE the most. Answer: she comes from a
different perspective, brings experience in working with municipalities,has the marketing
experience for events and elaborated on her background. Bank asked what involvement
she has in the day-to-day operations of her staging company. Answer: She is now
mostly hands off, as her husband has taken over the operations of business. Kundolf
asked what other event productions she has under contract. Answer: Historically, she’s
worked one contract at a time and has no other contracts at this time. Sees potential in
spring and fall “off seasons” for development of events. Rogers asked how she would
handle an event producer that consistently misses deadlines. Answer: Setting deadlines
a head of time to allow for extra time. And staying on event producers to work together
to meet deadlines.
• Event Recaps: Moved up in agenda to accommodate presenters.
Vail 50th: James Deighan/Highline
James began by showing a number of pictures and stating that, despite a few hiccups
here and there, the event was a well-planned collaborative effort that the community
embraced heartily. Committee meetings worked well and stayed on track. Event
standards were met if not exceeded. Great support from all entities. Info center branding
was fantastic and represented the Vail Brand very well. CO Ski Museum walking tours
were popular. McDonald commented that, from the Town’s perspective, the event was a
very rewarding endeavor. Kundolf liked the “Women in Vail” events. Bank is open to
continued branding at info centers.
Vail International Dance Festival: Martha Brassel/Vail Valley Foundation (VVF)
Celebrated 25th anniversary of festival. Called the festival a “smashing event.” Incredible
marketing exposure for both Vail and the dance festival in the New York Times, which
featured multiple PR exposure. Co-hosted a Vail Summer media event in Denver.
Aimed to be more of a festival as opposed to a string of performances. Held pop-up
events at Avon Elementary. Dance Company held a camp/intensive in Minturn – 3 week
camp. Held master classes with dance professionals- 370 students attended those.
Celebrated national dance day in Solaris Plaza with Matt Harding. Branded "YouTube"
channel with Vail. Created a documentary about festival to speak to what is inspiring for
dancers in Vail. 8 world premieres happened in Vail. Record attendance this year.
Contracted with Denver PR firm. Contracted with new LA PR firm for 2014. Marketing
TOV/CSE Minutes December 4, 2013 Page 4 of 6
increased 118%. Demographic getting younger, 56 is current demo. Held dancing in the
streets events as well. Net promoter score 85. Damian Woetzel has another year on
current contract. Looking for Vail lodging property to host the dance intensive camp.
Rogers suggested Donovan Pavilion and Grand View room. Navas suggested that the
floor limits those Vail locations. Old CMC dance studios located in the Cascade annex
would be ideal. Kundolf commented on how well rounded the event is.
Vail Jazz Festival: Robin Litt/Vail Jazz Foundation (VJF)
19th annual, 40 performances in Vail over 12 weeks. Added educational element for kids
at the Farmers Market, July attendance was highest and they will focus on the month in
2014. Looking to expand Wednesday night “Jazz After” series at Larkspur due to great
attendance– anticipate selling out all. Expanded staff already and looking to bring on a
third staff person. Contracting with artists now and will kick off the 2014 season on June
27th with a collaboration with Bravo! and the Dallas Symphony Orchestra. Litt was
thanked for offering to share the tent in Lionshead and working with Bluegrass event.
Revised King of the Mountain Volleyball Recap: Information update included in the
meeting packet. Leon Fell submitted an updated recap on the requested template.
Motion to approve final disbursement of 2013 funding for the Vail International
Dance Festival and the 2013 Vail Jazz Festival.
M/S/P: Bank/Cassidy/Unanimous-The motion passed 4-0
• Summary of Council Input at their December 3rd Meeting: This topic was covered
under the Administrative Items. Council directed “one time only funding” of $50,000 be
added to the CSE’s 2014 budget for the Vail Summer Bluegrass Series, approved the
Strategic Plan with the change in wording on slide # 14 (from “consistent funding” to
“funding consideration for existing events….,”) as suggested by Mayor Daly, and requested
that the DiscoverWell funding application for the 2014 Living Well Summit be moved for
consideration into the new Tier IV: Life Long Learning Category for events that will now be
evaluated under the CSE’s processes using a revised scorecard.
• Adoption of New Strategic Plan
Motion to adopt the 2013-2017 CSE Strategic Plan, with changes incorporated
as recommended by the Town Council.
M/S/P: Kundolf/Bank/Unanimous-The motion passed 4-0
• Unfunded Lionshead Event Proposals:
2 event producers are requesting approval to produce their event as submitted without
TOV/CSE funding:
Howard Alan: Howard Alan Arts Festivals: August 16-17
Motion to allow consideration of approval for the Howard Alan Arts Festival on
Aug 16-17, contingent on agreement by the LH Merchants.
M/S/P: Bank/Davis/Unanimous- The motion passed 4-0
TOV/CSE Minutes December 4, 2013 Page 5 of 6
Steve Wallis: Craft Celebration, dates are flexible. CSE members suggest a
conversation with the Lionshead Merchants regarding what might be preferred dates
for this event.
Motion to deny approval of the Craft Celebration event due to a perceived lack
of compatibility with the Vail Brand. M/S/P: Cassidy/Kundolf/Bank was opposed,
all others in favor- The motion fails with a vote of 3-1.*
*The CSE is required under the Town of Vail Code to have a minimum of 4 affirmative votes to
approve any action.
• Funding Agreement template for 2014 Events: Review and approve
CSE members queried how to ensure that the event will be produced as expected. Navas
stated that the document does not currently articulate a method for penalizing event
producers that do not fulfill requirements, however the new document does include
language that states that final funds will not be disbursed if the event producer is holding
any outstanding debt to the Town of Vail. The Marketing Checklist has dates and timeline
requirements that, if completed correctly, will ensure all event marketing requirements are
met. The Town of Vail’s Finance Department is looking for a solution to chasing down
vendors who are delinquent in submitting sales tax reports by passing some of that
responsibility to the event producers. Sales tax is due on the 20th of the month following
that in which it was collected, which should provide adequate time for collections to be
received prior to the scheduled recap for an event.
Motion to approve the proposed 2014 Funding Agreement template, as
presented.
M/S/P: Cassidy/Kundolf/Unanimous-The motion passed 4-0
• Health and Wellbeing Summary, as presented to the VLMDAC on November 21: Davy
Ratchford, Vail Resorts Marketing
Ratchford opened his comments by stating that a lot of time is being spent on what is not a key
driver of business to Vail and that there are so many other things we need to focus on. He stated
that although Health and Wellbeing is an aspect of the Vail Brand, it is not what defines Vail against
other destinations. Adding that the VLMDAC is in the business of marketing something, not
developing the product, he recommended looking at this as an “element” of the brand, not a “pillar”
of the brand. Ratchford described a new marketing initiative that is under consideration that would
showcase a “summer job” opportunity- experience all things that promote health and vitality- share
it socially and “bring it to life.” He stressed that there should be realignment of the amount of
emphasis we put on this. The VLMDAC has been requested by the Town Council to bring James
Chung back this spring for a strategic re-engagement.
Bank: The introduction of the new Tier IV Category takes pressure off of these types of events that
are focused on Learning and Wellbeing experiences from needing to compete with our other
successful events. Ratchford: If we embrace this under the “Vail Brand” then we have to “own” it-
question: do we?? It is not the reason our guests come, but adds value. Rogers: It’s the lifestyle.
Motion to move into: Executive Session @ 11:45 a.m.: Executive Session,
pursuant to: 1) 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: Contract for 2014 Event Liaison
TOV/CSE Minutes December 4, 2013 Page 6 of 6
M/S/P: RK/BB/Unanimous- The motion passed 4-0
Motion to reconvene the regular CSE meeting @ 12:07 p.m. No items were
discussed in the Executive Session that were not noticed.
M/S/P: Kundolf/Bank/Unanimous- The motion passed 4-0
Motion to direct McDonald to enter into contract negotiations with Laura
Waniuk for the Event Liaison position.
M/S/P: Cassidy/Kundolf/Unanimous- The motion passed 4-0
• New Business and Community Input:
Kundolf requested that a social “Get Together” be set up with the newly appointed CSE
members, so that all will have opportunity to meet one another prior to their first meeting.
Navas to schedule after Council appointments have been determined on December 17th ,
for a gathering prior to the January 15th Special Meeting. The Agenda for 15th will include
swearing in of newly appointed CSE members, election of Chair and Vice-Chair, possible
CIRSA education and Tier IV Category funding allocation determinations for 2014.
Motion to adjourn 12:14 p.m.
M/S/P: Kundolf/Cassidy/Unanimous- The motion passed 4-0
Next Regular CSE Meeting:
Wednesday, February 5, 2014 @ 8:30 a.m.
Vail Town Council Chambers