HomeMy WebLinkAbout0. 2014-03-05 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