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HomeMy WebLinkAbout6.c. CSE Event Tier Definitions 2014 v4CSE Revised Event Tier Explanation - 6/27/2014 Page 1 of 2 CSE Revised Event Tier Explanation Goal: Achieve a balance of the following types of events in the Town of Vail Events receiving public funding are categorized into three tiers as follows:  CSE Tier A • Established Signature or Iconic events that take place over multiple days and/or weeks • Promoted by and delivering local, regional, national and international media exposure • Provide their own event survey data • Many of these events receive their funding from the Town Council, Tier I “Vail Brand Events.” Funding will be disbursed in 3 equal installments. Post event review and evaluation will be overseen by the CSE  CSE Tier B • Newer events, participatory sporting events, and/or smaller scale events which support the CSE’s criteria for promoting economic vitality and driving destination visitation. • Primarily local and regional media exposure, may attract some national exposure • CSE provides event survey services • Funding will be disbursed in 3 equal installments  CSE Tier C • Ambient events which contribute to a sense of community, vitality and fun; enhance the guest experience and promote high NPS (Net Promoter Score) • Primarily local media exposure • Event survey results not required • Funding will be disbursed in 1 installment  CSE Tier IV: Life Long Learning • Must promote life long learning and contribute to a balanced community • Must be recommended to CSE through TOV channels • Potential for local, regional, national and international media exposure • Event survey results required depending on scale of funding and event attendance potential • Funding disbursement will be determined based on programming, amount of funding received. CSE Revised Event Tier Explanation - 6/27/2014 Page 2 of 2 From Attachment D of the contract: • Tier 1: Signature events are major events that receive significant public funding and have established themselves over a number of years as an important contributing factor to the Vail experience. These events require little guidance except possible enhancement suggestions. The entities are requested to submit the completed “Marketing Checklist” a minimum of 60 days prior to the event date, or upon signing of the funding agreement, whichever comes earlier. Use of the Town of Vail logo and the “Vail Brand” must be approved prior to going to print. • Tier 2: These are developing events, in which the CSE sees great potential. As a condition of receiving public funding, the CSE will partner with the event producer from a marketing perspective. The marketing checklist guidelines are designed to provide an improved overall local presence and marketing strategy, with special focus on community integration. The event producer is requested to comply with the key marketing gates in the marketing checklist. We invite collaboration on your marketing materials. • Tier 3: Events characterized by receiving $10,000 or less in public funding. It is suggested that these events utilize the marketing checklist as a planning tool. We request a summary of the marketing efforts that will be implemented be submitted 60 days prior to the event, or upon signing of the funding agreement, whichever comes earlier. No significant marketing and/or development assistance will be provided by the CSE or the VLMD. Tier 1 and 2 Events: Funding will be disbursed in 3 equal installments: