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HomeMy WebLinkAbout2014-03-05 CSE Agenda COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, March 5, 2014 @ 8:30 a.m. AGENDA: 1. Continuing Discussion w/Davy Ratchford re: Review event survey data and evaluate which events best deliver destination visitation. (30 minutes) 2. Administrative Items (5 minutes) a. Approval of the Minutes of the CSE Special Meeting of February 5, 2014 b. Town of Vail Community Meeting: Tuesday, March 11 @ 5:00 p.m. at the Donovan Pavilion- CSE members are encouraged to attend. c. Review Financial Status and acceptances of funding allocations 3. Event Liaison Update: Laura Waniuk ( 10 minutes) 4. @ 9:15 a.m.- CIRSA Education and training new board members: Matt Mire (30 minutes) 5. Update on Vail Summer Bluegrass Series: Ariel Rosemberg, Vail Bluegrass cf: 02/04 (10 minutes) 6. Kids Adventure Race: Beth Pappas, VRD and Helene and Billy Mattison, Grand Traverse Adventures. Update on outcome of negotiations between VRD and Grand Traverse (10 minutes) 7. Vail America Days Budget Planning and reallocation of remaining funds to Fireworks component (10 minutes) 8. Event Recap: Big Beers Belgians and Barleywines Festival, Laura Lodge (10 minutes) 9. Event Attendance Survey Results: review results as provided by RRC and discussion from Council Meeting on Tuesday, March 4 and provide comments. (30 minutes) BACKGROUND: In 2012 the Town of Vail retained RRC to conduct special events visitor profile survey research and economic impact analyses. In 2013 the effort continued, with a special focus on gathering accurate, standardized estimates of attendance at each TOV-funded event. A rigorous, systematic evaluation of event attendance is an important component of the events assessment. Given that event producers may lack the resources to conduct attendance estimates in an accurate and systematic way, or may use varying definitions of “attendance”, having a third party to assess attendance is a useful step to help rationalize the process of event evaluation. The RRC presentation summarizes attendance estimates for the 30 events which RRC was responsible for analyzing in 2013. RRC implemented several different counting methods in order to reach attendance estimates, including manual/”live” counts, counts via aerial photographs, intercept survey research (to derive calculation factors such as attendee turnover rates), parking counts and lodging occupancy rates. Additionally, RRC utilized event performance data provided by event producers when available and applicable. The nature of the event determined the exact methodology used, and is discussed in further detail throughout the final summary report submitted by RRC. Where possible, RRC often attempted to utilize two or more different calculation approaches in order to “cross-check” estimates. In addition to estimating attendance at all events, RRC also conducted “360 degree” evaluations on five specified events, i.e. attendances estimates plus intercept research, to collect selected key metrics including economic impact. These five events are listed below, and results from the research are included in the final report. • Winter Mountain Games • Burton US Open • FEAST! Vail • USA Pro Challenge • Vail New Year’s Eve Adjusted attendance estimates derived from a rigorous combination of methods at each of the TOV-funded special events further allow RRC to estimate the incremental economic impact of each event. 2013 attendance estimates were applied to key economic metrics gathered via 2012 intercept research, in order to arrive at a more accurate estimate of economic impact generated by each event. ATTACHMENTS: • RRC Council Memo • RRC Power Point • RRC Report • Town of Vail Required Information from Event Promoters 10. New Business and Community Input (5 minutes) Adjournment: 11:00 a.m. Next CSE Meeting: Wednesday, April 2, 2014 @ 8:30 a.m. Vail Town Council Chambers