HomeMy WebLinkAbout6. CSE Revised Work Plan_DRAFTCSE Work Plan 2014-2015 – 6/3/14 Page 1 of 5
VAILCOMMISSION ON SPECIAL EVENTS
2014-2015 WORK PLAN
DRAFT June 3, 2014
Excerpted from the Commission on Special Events Strategic Plan 2013-2017
Adopted December 4, 2013
MISSION:
The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special
Events Plan that ensures world-class events that are fully aligned with Vail’s brand. The CSE
will 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 event calendar, positive community experience and integration; as well as
positive guest-centric results that lead to future loyalty.
OBJECTIVES:
In 2002, the Vail Town Council approved legislation that created the Commission on Special
Events (CSE) in its current form. This ordinance reorganized the existing CSE and set several
broad objectives:
I. Stimulating the local economy
a. Increase lodging and sales tax collections
b. Increase number of visitors
c. Insure that visitors have a high rate of intent to return
II. Create a sense of community in Vail and increase the quality of experience for both
guests and residents
III. To establish a single point of contact for events administration
IV. To provide street entertainment and special events that reflect the high quality image of
Vail and contribute to vitality, economic viability and fun throughout the year
The CSE meets on the first Wednesday of each month and consists of 7 members who are
appointed by the Town Council to serve two year terms. The Commission also meets semi-
annually with the Vail Local Marketing District Advisory Council (VLMDAC) and the Town of Vail
Event Review Committee (ERC). The CSE had developed an event evaluation tool, described
below, to ensure alignment with the objectives that they are charged with pursuing.
CSE Strategic Execution and Evaluation Model Utilizing Measured Criteria
1. Potential To:
• Increase Room Nights
• Out of Region, Destination Guests 0-10
• Regional and Front Range Guests 0-10
• Increase Sales Tax Revenue 0-10
• Drive Group Business 0-5
2. Brand Fit: Supports the key brand message of world-class outdoor recreation, culture and
well-being & brings it to life experientially 0-10
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3. Timing: Contribution to an optimal calendar of events – maximizing high traffic periods &
optimizing off-peak opportunities vs. occupancy opportunities and TOV available assets, both
human and capital 0-5
4. Demo Fit: Optimize visitor mix 0-10
5. Growth:
• Continuously deliver fresh content 0-10
• Leveraged media exposure and sponsorship support 0-10
6. Producer Qualifications: Expertise, local knowledge and resources to sustain the event in
a manner compatible with the Vail brand 0-10
7. Marketing Strength 0-10
TOWN COUNCIL Areas of Focus:
A. Enhance economic vitality – Grow a vibrant and diverse economy that keeps us at the
forefront of our resort competitors for the long-term with continued opportunities for private
and public investment and philanthropy.
B. Grow a balanced community – Expand upon our community infrastructure as the
foundation of our town’s success with particular emphasis on an abundance of recreational,
cultural and educational opportunities while building capacity for future leaders.
C. Continually elevate the quality of the experience – Deliver on the promise “VAIL Like
nothing on earth, in everything we do.
Excerpted from Vail Town Council Areas of Focus
Adopted February 2014
CSE FOCUS I: Stimulating the local economy and support Council Focus A
a. Increase lodging and sales tax collections
b. Increase number of visitors
c. Insure that visitors have a high rate of intent to return
Objective: Focus strategic planning and discussion on achieving this primary goal.
Action Step: Adopt and implement the 2014-2015 CSE Work Plan
Objective: Provide evidence that special events are a revenue producer for the Town, not an
expense.
Action Step: Develop a long term plan to ensure that event recap data is complete, and will
provide consistent and comparable methodology to determine an accurate estimate of ROI
across all of the events that receive public funding. Q3 in 2014
Action Step: Maintain Accountability-ONGOING Review post-event performance
evaluations of all publicly funded events with respect to:
• Did each event investment increase Vail’s economic performance?
• Are event investments being fully leveraged to increase both revenue and marketing
reach?
• Are we consistently achieving more impact with public resources?
• Do these events contribute to a strong sense of community and better quality of life?
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Objective: Ensure that the CSE’s selection criteria continue to be in alignment with the goals of
the Town Council and the VLMD marketing strategies.
Action Step: Annually re-evaluate objective event selection, funding and evaluation criteria
based on alignment with Council goals and VLMD research results and marketing focus.
Q3, 2014 and 2015
Objective: Utilize all available tools to assist the CSE in determining funding allocations that
support an optimal calendar of events.
Action Step: Re-evaluate critical success measurements-ONGOING
In coordination with VLMD and appropriate research vendors, continued implementation of
tools to measure:
Increased sales and lodging tax collections
Improved occupancy rates
Impact from direct event spending
Quantifiable marketing benefits
Net Promoter Score (NPS)
Action Step: Utilize the data gathered by the VLMD through Destimetrics and Community
Survey initiatives to substantiate event survey data and post-event reports, as well as to
identify opportunities and need times. –ONGOING
Objective: Ensure a strong calendar of events to support the CSE’s primary goal of increased
destination visitation.
Action Step: Continue to recruit and support participatory sporting events, which have been
proven to deliver a high ratio of returning guests and deliver a significant number of room
nights. Q1 and Q4, 2014 and 2015
Action Step: Provide continued funding support for events that have been proven to
successfully deliver room nights and returning guests. Q4 in 2014 and 2015
Action Step: Look to ‘internationalize’ if and when possible -ONGOING
Action Step: Continued evaluation of VR winter strategy, and opportunities to alignment on
off-peak periods -ONGOING
CSE FOCUS II: Provide a balanced, year round calendar of events appealing to residents
and guests of diverse interests and support Council Focus B
Objective: Utilize available avenues of communication with all sectors of the community to
develop an optimal event calendar.
Action Step: Review community survey data- Q3, 2014
Action Step: Maintain semi-annual meetings with the VLMD (Q1 and Q3) to improve
communications and alignment.
2014 and 2015
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Action Step: Integrate the CSE and the VEAC at a higher level - monitor the process that is
currently underway to improve communications and alignment with an annual meeting. Q3,
2014 and 2015
Action Step: Dedicate resources to recruit and develop new events. Q3, 2014 and 2015
Action Step: Further refine the criteria and review process for TIER IV: Life Long Learning
funding allocations, in line with budget allocated by the Town Council. Q3 and 4, 2014
Action Step: Develop RFP for following year events with strong focus on need times and
potential event opportunities Q3, 2014 and 2015
Action Step: Funding allocations for following year Special Events, paying particular
attention to revenue versus spend alignment and focus on growing the May-October
economy at a rate greater than the winter economy; i.e. in 2013- Winter revenue = 70%,
Summer revenue = 30%, Winter spend = 35%, Summer spend = 65%. Q4, 2014 and 2015
Action Step: Commit to support family-centered events that support VLMD research
insights, new developments on Vail Mountain and increase NPS. Q4 2014 and 2015
Action Step: Communicate with the local business community, the Vail Chamber and
Business Association (VCBA), the Lionshead Merchant Association, the Vail Restaurant
Group, the Vail Valley Partnership (VVP) and the Vail Recreation District (VRD) to ensure
that the events funded by the CSE have a positive impact on the local economy- ONGOING
CSE FOCUS III: Single Point of Contact for Events Administration
Objective: Effective communication with the event producers, Town of Vail Staff, guests and
the community,
Action Step: Joint meeting with the Event Review Committee (ERC) to promote better
understanding of event support provided by TOV Staff and CSE objectives. Q3 in 2014, Q2
in 2015
Action Step: Review strategies on recruitment of group business to ensure alignment with
supporting local businesses and filling need times, availability of Town resources, both
human and capital. Q4 in 2014 and 2015
Action Step: Prepare all funding agreements and monitor compliance with conditions of
fulfillment and responsibilities of sponsorship support-ONGOING
Action Step: Provide venue information and permitting guidance-ONGOING
Action Step: Provide complete and accurate information with regard to the calendar of
special events-ONGOING
CSE FOCUS IV: Brand Fit- Supports the key brand message of world-class outdoor recreation,
culture and well-being and brings it to life experientially and support Council Focus C
Objective: Maintain the goal of being the “premier international mountain resort community.”
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Action Step: Semi-annual joint meetings with VLMDAC to maintain alignment of focus and
realignment of criteria for event funding. Q2 and 3, 2014 and 2015
Action Step: In cooperation with the VLMDAC, provide Brand Guidance to all events
receiving public funding. Q1 and 2, 2014 and 2015
Action Step: Eliminate events not performing as expected, while continuing to develop and
assist performing events and seek out new events that support the Vail brand, promote
opportunity for high NPS scores and that continue to elevate the quality of the experience.
Q4, 2014 and 2015
Action Step: Continue to actively encourage “activation” of events to create an expanded
presence throughout the community and stimulate the participation of the merchants,
restaurants, bars and lodges- ONGOING
Action Step: Work cooperatively with event producers to ensure that there will be adequate
funding and resources to sustain those events that support the CSE’s criteria into the future
and continue to bring the brand to life in exciting and unexpected ways. – ONGOING
Action Step: Evaluation of opportunities that support a potential Culinary Branding
Opportunity Q3 and 4, 2014 and 2015
Action Step: Continued focus on developing a consciousness of Vail as a destination for
Health and Wellbeing. By 2015, Vail should have an “iconic” event and attendant supporting
events. Look to partners to develop opportunities and support events that continue growth of
yoga, tai chi and related disciplines. 2015
Action Step: With respect to the further development of Vail Resorts’ Epic Discovery;
ziplines, aerial adventure courses, summer tubing, larger climbing wall, look at potential for
events supporting these increased summer opportunities. 2015
*Actions that support Town Council Objectives
*Measures that focus on CSE Objectives