HomeMy WebLinkAbout3. CSE Council Presentation 12-02-2014_12015 Special Event Allocations-Strategic Overview
Commission on Special Events
December 2, 2014
COMMISSION ON SPECIAL EVENTS
Barry Davis
Chair, Commission on Special Events
2Town of Vail | Commission on Special Events | 12/02/14
CSE Purpose
The purpose of the Commission on Special Events is to develop and deliver a
calendar of events that accomplish the following objectives:
1.Align events with the Vail Brand: Like Nothing on Earth
2.Drive Positive Economic Impact
-occupancy
-sales tax
-group business
3. Generate funding leverage
4. Attract destination guests; from out of state, international and in-state who
book overnight rooms
5. Achieve an optimal event calendar
6. Achieve a superior community and guest experience: NPS
3Town of Vail | Commission on Special Events | 12/02/14
CSE Strategic Plan
•Special events contribute to guest satisfaction, increased spending
and sense of community.
•Event funding decisions will be made in alignment with the
strategies supported by the Vail Local Marketing District (VLMD).
•Cooperation and communication with other community
organizations are essential to the success of the CSE’s program.
•Events that receive funding from the CSE must be compatible with
the Vail Brand and be of a quality commensurate with Vail’s image
as a world-class resort.
•The use of measurable criteria in event selection, funding and
evaluation is critical to ensuring progress.
4Town of Vail | Commission on Special Events | 12/02/14
2014 CSE Successes
•More optimal calendar management aligned with opportunity
•Separate strategy from execution and spend meeting time and
resources further upstream
•Improve quality and reduce quantity
•Razor focus on performance against objectives
•Upstream process improvement
-better real time evaluation and management
-investment in quality of marketing
-event content alignment with brand
5Town of Vail | Commission on Special Events | 12/02/14
2015 Strategic Objectives
•Continue to develop and support events and activities that support the Vail
Brand: Like Nothing on Earth
•Post the 2015 Alpine World Ski Championships: how to best leverage the
CSE’s role
•Attract a younger demographic: incorporating the Millennial and GENX
generations into the event selection mix
•Continue to support events and activities that encourage stewardship of
Vail’s natural beauty and deliver outdoor recreational experiences
•Continue to support enhanced quality of life from maturing Life Long
Learning Organizations
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LOOKING TO THE FUTURE
Town of Vail | Commission on Special Events | 12/02/14