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HomeMy WebLinkAbout1.a. 2014-05-07 CSE Minutes DRAFTCSE Minutes Regular Meeting: May 7, 2014 Page 1 of 6 DRAFT MINUTES: COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, May 7 , 2014 @ 8:30 a.m. CSE Members Present: Jeff Andrews Bobby Bank Amy Cassidy Barry Davis Mark Gordon Rayla Kundolf Nicole Whitaker Town of Vail Staff Present: Sybill Navas, CSE Coordinator Kelli McDonald, Economic Development Manager Others Present: Laura Waniuk, Event Liaison Nick Sargent, Maria McNulty: Burton Duncan Horner, Vail Valley Foundation Davy Ratchford, Vail Resorts Missy Johnson, Highline Lauren Arnold, Gaby Milhoan: Peak Wellness Retreat (PWR) Jeff Morgan: Director, The Vitality Center, Peak Wellness Retreat Ross Iverson: Vail Leadership Institute Michelle Maloney: Vail Valley Charitable Fund (VVCF) Michael Holton: Vail Valley Medical Center Houston Perkins, Arrabelle Meeting Materials may be viewed at: http://www.vailgov.com/WebLink8/Browse.aspx?startid=48965&row=1&&dbid=0 CSE Chair, Barry Davis, called the meeting to order at 8:30 a.m. Burton Recap: Nick Sargent, Maria McNulty: Burton Recap presented by Sargent with an in-depth review of the event. Please see presentation. Kundolf asked Sargent the following questions: how do they calculate the number of spectators, how do they work with local businesses, and can they create more local youth excitement? Kundolf referred to the female snowboard athletes signing autographs at the Oakley store in 2013. CSE Minutes Regular Meeting: May 7, 2014 Page 2 of 6 Sargent replied that they are looking to hone their spectator and other metrics even more next year through different ways, such as headcount. They do involve youth community because the event is free. Burton also plans to build on local support even more for next year. This year they met with local concierge and restaurants and other businesses to create specific promotions before and during the event. Burton also offered giveaway merchandise to generate excitement and create promotions. The Riglet Learn to Snowboard Park was open again this year; it had a great deal of popularity with local kids. Red Sandstone School attended the event as well. They also encouraged the other competitive companies to work with them. Whitaker mentioned that there needs to be a more advance promotion and communication with the hotels and concierges. The next Burton USO dates are March 2-9, 2015. There was a little time needed between 2015 Championships and Burton USO to prevent event fatigue.  Motion to approve the recap for Burton and release the final funding disbursement. M/S/P: Kundolf/Andrews/Unanimous-The motion passed 7-0. Administrative Items a. Approval of the Minutes of the CSE Regular Meeting of April 2, 2014 Bank stated that last month the CSE draft minutes went out before the CSE had a chance to review and comment on them. Navas and McDonald explained that there is always a deadline for the Town Council minutes that creates the urgency of submitting the draft notes before the CSE has had a chance to review them. Waniuk and Navas noted this and will make every effort to send out draft notes for CSE review prior to further distributing them.  Motion to approve the minutes of the CSE meeting of April 2, 2014, as presented. M/S/P: Cassidy/Andrews/Unanimous-The motion passed 7-0. b. Review Financial Status and acceptances of funding allocations Please see attached spreadsheet, updates on outstanding funding agreements. c. Vail America Days: Parade theme confirmed “Vail Welcomes the World” McDonald updated the CSE on the name of the event and how it was selected. The name allows for broad representation and themes for floats and parade participants d. CSE at ERC: Suggested date Thursday, May 29, 1:00 -2:30 p.m. TOV Admin Conference Room. Navas discussed the option of when the CSE could attend the ERC meeting. The group confirmed the date of May 29, and then there will be an additional date scheduled later in the summer for those who can’t attend on May 29. e. Casual Get-together: time/place/availability? CSE decided that they will go to lunch as a group after June 4 CSE meeting. Davis suggested some might join him on a bike ride following. CSE Minutes Regular Meeting: May 7, 2014 Page 3 of 6 Update on marketing efforts for summer events: Laura Waniuk (15 minutes) Please see detailed presentation. Marketing reports on next 5 events and update on FEAST!.Vail. Upcoming events included the Vail Farmers’ Market, Vail Arts Festival, Bravo! Vail Music Festival, Lacrosse Shootout and 20th Annual Jazz Festival. TIER IV Funding Applications: Peak Wellness Retreat: Jeff Morgan/Gaby Milhoan/Lauren Arnold Morgan gave an overview of his participation with the Peak Wellness Retreat (PWR) and Milhoan and Arnold presented the information and background on the organization. Please see presentation for details. The plan is for the PWR to open on May 18. They explained the business model, exactly what their program consists of and their off-season focus to bring guests to town. They are partnered with Vail Valley Medical Center, Jeff Stone and fitness training is at the Vail Vitality Center. The program will feature some local and international professional athletes. The restaurants Mountain Standard, Sweet Basil, Kelly Liken are all on board for the program to provide “Peak” menu items. The difference in the PWR program is that after the guests leave, they are provided with tools that help them succeed at home. Arnold discussed the different types of PWR Programs. They are also working with the Vail Leadership Institute. Milhoan spoke about the community impact of PWR by filling the off-season void and putting heads in beds. Milhoan stated how the program can differentiate Vail for the summer from other resort towns. They are working with hotels on group sales for executive group training and programs. PWR will be opened up to the Vail Valley public, which creates an educational opportunity for the local community. Overall this program is described as a combination of Canyon Ranch and Mayo Clinic. Please see presentation for CSE supported events details, there are 4 events that would be funded in their request, Dine Around and Nutrition Program, PWR Grand Opening & Women’s Weekend, Educational Speaker’s Series at VVC and a Pilot Program for 3 Guests. The PWR program capacity is for 480 guests, 80 guests per month. Right now, there are 60 guests in the sales funnel which accounts for their current budget/revenue. There is also a pilot/test group of 6 people. Davis asked what the typical cost for the program is, Milhoan said that it is $4500/week all- inclusive (includes lodging), if the participant lives in the Vail Valley and don’t need housing then the cost will be about $2700/week. Davis also asked how other businesses will possibly be positively impacted. Milhoan replied that they are just starting their work on partnering with more local businesses and expect to add many more. The potential financial impact for the town is significant. Vail Leadership Institute: Ross Iverson Iverson spoke about his background and how the Institute has been integrating with the community. There are funding requests submitted for two events: The Learning Partner Program ($8,000) and the Leadership Tribute Event ($8,500). Learning Partner Program CSE Minutes Regular Meeting: May 7, 2014 Page 4 of 6 The state of Colorado is trying to attract new businesses but here to the Valley. Executive Education is not addressed specifically. This program would focus on Leadership Training. Northwestern and Cornell Universities are potential partners. The VLI would like to paint the picture that the Town of Vail and Valley are a destination for executive meetings. The program is not accredited at this point, but they are working on trying to gain accreditation. The program should be open to local people too. Andrews asked what types of programming they see at this executive level. Iverson stated that they are trying to provide advanced learning, emotional management, and insight first leadership curriculum. Iverson also said that these types of programs map to the culture that’s already here in the Valley. In terms of the Vail Learning Partner Program, Cassidy mentioned that she would like to see a scholarship program created for locals. Kundolf asked about how this would impact younger students, with regards to emotional development. Iverson said that a longer term plan for youth is being discussed. Leadership Tribute Event Events take up a lot of day to day work, funding the event will help them create a higher level quality event. This event has been held twice in the Town of Vail and speaks to the area. They want to bring in a national leadership speaker to promote the event for guests outside the area. High level executives will draw a lot of attention to the area. They need to be funded; although they are a non-profit, Iverson wants to turn the VLI into a profitable entity. Andrews stated that he thought that the VLI Tribute Event didn’t necessarily fit the Tier IV criteria. Event Recaps: Pink Vail: Vail Valley Medical Center, Michael Holton Holton reviewed their recap presentation; please see presentation for details. The PR coverage was outstanding. CSE funding supported the marketing on the Front Range and nationally. Because the event moved to a later date, meant there were fewer people around to attend the event. This is a good event to target women and get them out skiing. The participants (around 1600) are brand ambassadors for Pink Vail, they are the true drivers of the event and donations and 44% of donations were from out of state. Holton mentioned that there is a sustainability opportunity for other events with re-using banners as materials to produce giveaways, such as the Pink Vail tote bags. Taste of Vail and Pink Vail partnered with each other, but there were challenges with overlap of events and some brand confusion.  Motion to approve the Pink Vail recap and release their final funding disbursement. M/S/P: Gordon/Whitaker/Unanimous-The motion passed 7-0. Valentine’s Moonlight Snowshoe: Michelle Maloney, Vail Valley Charitable Foundation Maloney provided a review of the presentation. CSE Minutes Regular Meeting: May 7, 2014 Page 5 of 6 Following the recaps, the CSE renewed their discussion of the Tier IV Funding requests. The board discussed how funding the Tier IV applications are different than funding standard “events”. Bank mentioned that he saw the Peak Wellness Retreat as the perfect fit for this type of Tier IV funding. The CSE members scored the applications using the TIER IV Criteria and, using the results as a base for their deliberations, made the following decisions:  Motion to approve the $24,140 Tier IV funding request to Peak Wellness Retreat. M/S/P: Bank/Gordon/Kundolf opposed -The motion passed 6-1.  Motion to approve Tier IV funding of $7,360 to Vail Leadership Institute – for the Learning Partner Program only. M/S/P: Gordon/Andrews/Kundolf and Whitaker opposed -The motion passed 5-2.  Motion to deny Tier IV funding to Vail Leadership Institute – Leadership Tribute Event. M/S/P: MG/NW/Unanimous-The motion passed 7-0. Memo to Stan Zemler and Finance Director regarding 2015 Funding Whitaker spoke about the foundation of the CSE strategic plan and how it was integrated into the memo. McDonald spoke to the amount of funding at $2000 per event for an intercept survey and stated that it was an estimate based on previous experiences. Andrews stated that there could be economies of scale if the survey company was contracted to survey all events. He also asked if CSE thought the three goals aligned with the original intent of the strategy. He added that the memo items are listed in priority order, acknowledging however that one or more of these requests could be dismissed. That is understood by the CSE. The primary goal of the memo is to start a dialogue with the Town Manager and Finance Director of the Town of Vail. There is an internal budget meeting on May 15. Bank said that he felt the Fireworks should be the only item on the memo. As far as the opportunity fund, Bank stated that it appeared that it was simply like a request for more funds. Gordon stated that, since the CSE is funded already, then it’s up to them to manage the funds themselves. Davis mentioned that he thought that the “opportunity fund” may be confusing because of the name and the perception it suggests. If the requested items are not approved, then the CSE will have to work through the how to address them within the budget they are allocated. Bank said that calling it an “opportunity fund” may confuse the request. Instead it would make more sense to change the name. Whitaker and Bank suggested changing the order of the memo to place the request for budget dollars up front and detail how it will be used after that. Whitaker asked about the subject line of the memo, Andrews suggested re- naming the memo “CSE Funding Discussion”. Andrews said that one thing the memo is missing is a closing statement. Navas offered to check the amount of the estimated costs for fireworks as referenced in the memo against previous years’ actual expenditures. Navas suggested the last paragraph might be renamed to “New Event Sustainability Fund”. CSE Minutes Regular Meeting: May 7, 2014 Page 6 of 6 Timeline: Revised memo needs to be submitted to Navas and McDonald by Friday, May 9. It will be routed by Jeff at noon on Thursday, May 10; comments need to be back by Thursday afternoon. CSE needs to approve the memo by noon on Friday, May 9. Bank and Andrews will attend the McDonald/Zemler meeting on Monday, May 12. New Business and Community Input Mark Gordon informed the group that he will miss the CSE meeting on June 4.  Motion to adjourn at: 11:23 a.m. M/S/P: Whitaker/Cassidy/Unanimous -The motion passed 7-0. Next CSE Meeting: Wednesday, June 4, 2014 @ 8:30 a.m. Vail Town Council Chambers