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Home My WebLink About8. Event Tier.Criteria.6.30.2014v2_FINALEvent Tier & Criteria Rating Guidelines 1 Town of Vail | CSE | 7/2/2014 Community Survey Results - Events 2 Town of Vail | CSE | 7/2/2014 Community Survey Results - Events 3 Town of Vail | CSE | 7/2/2014 . Vail Community Survey Results - Events 4 Town of Vail | CSE | 7/2/2014 Vail Community Survey Results - Events 5 Town of Vail | CSE | 7/2/2014 Vail Community Survey Results - Events 6 Town of Vail | CSE | 7/2/2014 Vail Community Survey Results - Events 7 Town of Vail | CSE | 7/2/2014 Vail Community Survey Results - Events 8 Town of Vail | CSE | 7/2/2014 Vail Community Survey Results - Events 9 Town of Vail | CSE | 7/2/2014 10 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 11 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 12 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 13 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 14 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 15 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 16 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 17 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 18 Town of Vail | CSE | 7/2/2014 VLMD goodness mfg Research Study 19 Town of Vail | CSE | 7/2/2014 20 Town of Vail | CSE | 7/2/2014 Town of Vail Council Goals 21 Town of Vail | CSE | 7/2/2014 22 Town of Vail | CSE | 7/2/2014 Current vs. Revised Criteria Rating 23 Town of Vail | CSE | 7/2/2014 CRITERIA RATING - REVISED Potential To Increase Room Nights: Rating Out of Region Guests (50%) 0-10 Regional Destination Guests (32%) 0-5 International Guests (3%) 0-5 Drive Group Business 0-5 Increase Sales Tax Revenue 0-10 Timing Optimize calendar - "the right events at the right time" 0-5 Demographic Fit Optimize visitor mix (age, income, demographic targets per VLMD research data) 0-10 Growth Continues to evolve by delivering fresh content, enhanced experience, strong NPS, builds a sense of community, promotes an atmosphere of vitality, fun and celebration. 0-15 Brand Fit Supports the Vail Brand Message 0-10 Marketing Strength Leverages Media & Sponsorship 0-15 Producer Qualifications Quality, local knowledge and resources to sustain the event 0-10 Maximum Score 100 24 Town of Vail | CSE | 7/2/2014 Current & Revised Tiers - #1 25 Town of Vail | CSE | 7/2/2014 Goal: Deliver a diverse calendar of events in the Town of Vail Events receiving public funding allocated by the CSE will be categorized into one of four tiers as follows: REVISED 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 CURRENT 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. Current & Revised Tiers - #2 26 Town of Vail | CSE | 7/2/2014 REVISED CSE Tier B • Newer events, participatory sporting events or large scale ambient 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 or sponsorships • CSE provides event survey services • Funding will be disbursed in 3 equal installments CURRENT 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. Current & Revised Tiers - #3 27 Town of Vail | CSE | 7/2/2014 REVISED 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 CURRENT 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. Current & Revised Tiers – Tier IV 28 Town of Vail | CSE | 7/2/2014 Goal: The Commission on Special Events is seeking proposals for innovative and intellectually stimulating events in 2014 that promote Life Long Learning, will foster the Town Council’s strategic objective of a Health and Wellness reputation for Vail, and that align with our collective vision of Vail as “The Premier International Mountain Resort Community!” Current & Revised Tiers – Tier IV 29 Town of Vail | CSE | 7/2/2014 REVISED CSE Tier IV: Life Long Learning Category • Promote life long learning and/or health and well-being, and contribute to a balanced community • Shall be recommended to CSE through TOV channels • Potential for local, regional, national and international media exposure • Event survey requirement will be determined based on scale of funding and event attendance potential • Funding disbursement schedule will be determined based on programming and amount of funding received. CURRENT (2014) CSE Tier IV: Life Long Learning Category •Promote, encourage and develop enhanced leadership skills •Provide opportunities for intellectual dialogues •Incentivize problem solving discussion around current issues •Deliver an educational component •Reinforce the fabric of community •Foster the Town Council’s strategic objective of developing a health and wellness reputation for Vail 30 Town of Vail | CSE | 7/2/2014 Current Guidelines for Post Event Recaps 31 Town of Vail | CSE | 7/2/2014 A post-event recap is required from all events receiving Town of Vail funding. Please schedule a presentation to the Commission on Special Events within 60 days of the close of your event. Events receiving an allocation of $10,000 or more are required to present independent survey data corroborating the results. Current Guidelines for Post Event Recaps 32 Town of Vail | CSE | 7/2/2014 This presentation should be accompanied by a written, post-event follow-up document which shall include: •How the event is compatible with the Vail Brand. •An overview outlining the event’s strengths and weaknesses: specifically, what went well and what measures could be taken to improve the event. For repeat events, please provide a comparison to past years. •An event budget showing actual profit and loss numbers and how the funding was utilized. Please separate the in-kind support from cash revenues and sponsorships. Current Guidelines for Post Event Recaps 33 Town of Vail | CSE | 7/2/2014 •Estimated results including the following information, per the CSE Criteria as described in the RFP: •Attendance numbers and demographic profile: o Estimated attendance. If your event is non-ticketed, please describe what method you used to estimate the numbers of attendees. o What percentage of people came to Vail specifically for your event? What percentage of people has attended the event in previous years? o Where did attendees come from: local, regional, out of state, international destinations? o Average age and income bracket of attendees. Current Guidelines for Post Event Recaps 34 Town of Vail | CSE | 7/2/2014 •Estimated spending by event attendees: o Lodging: Please include an explanation as to how participants and/or attendees were directed to book lodging. What percent of attendees stayed in the Town of Vail? Average amount spent on lodging per day? Estimated number of room nights booked in association with your event. o Dining o Shopping o Other Activities Current Guidelines for Post Event Recaps 35 Town of Vail | CSE | 7/2/2014 o Visitor Intent to Return and Satisfaction Ratings: Would you come back? Was if fun? Please provide the NPS (Net Promoter Score) number determined from survey results. o Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional spending within the Town of Vail was generated by the event? What is the ratio of increased revenue to the amount of funding received? How much additional sales and lodging tax revenue generated by the event accrued to the Town of Vail? (Town of Vail sales tax is 4%, VLMD lodging tax is an additional 1.4%). Current Guidelines for Post Event Recaps 36 Town of Vail | CSE | 7/2/2014 •A detailed overview of the marketing that was implemented to promote the event. •Potential for growth and the development of sponsorships and media exposure. •Did the event impact Vail’s “Sense of Community”? •In light of the Vail Town Council’s commitment to a sustainable environment, please describe any and all measures that were taken to produce the event in as “green” and environmentally friendly manner as possible.