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Home My WebLink About1.e. CAST Presentation_01_23_15Colorado Association of Ski Towns Meeting Town of Vail Special Events January 2015 Town of Vail Special Events Kelli McDonald Economic Development Manager Office of Economic Development Office: 1.970.479.2454 kmcdonald@vailgov.com Barry Davis Chair, Commission on Special Events 2 Town of Vail | CAST | 01/23/15 Formation & Function SPECIAL EVENTS •Formed in 2002 •7 member citizen board appointed by Vail Town Council •2 Year Terms •Tasked with delivering year-round diverse events calendar compatible with “Vail Brand” •No events are produced by Town of Vail – event producers utilized •Events are funded by business license fees and general fund dollars 3 Town of Vail | CAST | 01/23/15 Mission SPECIAL EVENTS The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special Events Plan which 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. 4 Town of Vail | CAST | 01/23/15 Vail America Days SPECIAL EVENTS 5 Town of Vail | CAST | 01/23/15 Goals SPECIAL EVENTS •Quality and quantity of events •Vail Local Marketing District collaboration on overall strategy •Community feedback survey •Extensive media coverage 6 Town of Vail | CAST | 01/23/15 Objectives Develop and deliver a calendar of events that accomplish the following: 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: Net Promoter Score 7 SPECIAL EVENTS Town of Vail | CAST | 01/23/15 8 Town of Vail | CAST | 01/23/15 GoPro Mountain Games SPECIAL EVENTS 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 9 SPECIAL EVENTS Town of Vail | CAST | 01/23/15 Town Council Support SPECIAL EVENTS •“Buy in” that events are an important economic driver •Town Council allocated $3.5M from General Fund reserves since 2011 for brand special events including 2015 Alpine World Ski Championships, Burton US Open Snowboarding Championships and US Pro Challenge •Town Council also funds other major brand events: •Vail Jazz Festival •Hot Summer Nights Concerts •Bravo! Vail •Vail International Dance Festival 10 Town of Vail | CAST | 01/23/15 11 Town of Vail | CAST | 01/23/15 Bravo! Vail SPECIAL EVENTS 12 Town of Vail | CAST | 01/23/15 Vail International Dance Festival SPECIAL EVENTS Economic Impact SPECIAL EVENTS •Research from RRC Associates estimated a direct economic impact of over $64M to Vail’s businesses generated through 30 events tracked in 2013 •$1.21 payback ratio (incremental TOV sales tax and VLMD tax revenue per dollar of event funding) •Economic impacts associated with marketing, media exposure, branding, and guest satisfaction have not been quantified in monetary terms 13 Town of Vail | CAST | 01/23/15 14 Town of Vail | CAST | 01/23/15 Vail Farmers’ Market & Art Show SPECIAL EVENTS Funding Process SPECIAL EVENTS Timeline Early September – Annual RFP for event proposals posted Mid-October – RFP’s received Early November – Event producer interviews Late November – CSE funding decisions Early December – Town Council approval Late January – Agreements mailed to producers 15 Town of Vail | CAST | 01/23/15 Funding Criteria SPECIAL EVENTS •Decision making based on strategic criteria developed in cooperation with, and research gathered by Vail Local Marketing District: Increase room nights and sales tax revenues Optimize calendar: “the right events at the right time” Demographic match Support the “Vail Brand” message: Like Nothing on Earth Media exposure and sponsorship leverage Producer qualifications Build sense of community and promote atmosphere of vitality, fun and celebration 16 Town of Vail | CAST | 01/23/15 Snow Daze SPECIAL EVENTS 17 Town of Vail | CAST | 01/23/15 Staffing & Support SPECIAL EVENTS Town of Vail Office of Economic Development •Economic Development Manager – FTE •Special Events Coordinator – FTE •Events Marketing Liaison – PT contractor Implementation & Permitting •Agreements written to distribute funds in payments triggered by specific actions •Provide marketing guidance and approval process •Encourage “activation” in community •Weekly event review by Event Review Committee (ERC) includes reps from police, fire, public works, sales tax, environmental health, transit and town manager’s office Follow up •Debrief at ERC after major events to discuss & evaluate operational elements 18 Town of Vail | CAST | 01/23/15 Burton US Open SPECIAL EVENTS 19 Town of Vail | CAST | 01/23/15 Event Categories SPECIAL EVENTS •Cultural & Music – Bravo! Vail, Vail International Dance Festival, Vail Jazz Festival, Hot Summer Nights •Athletic – 2015 Alpine World Ski Championships, Burton US Open, GoPro Mountain Games, Lacrosse, Soccer, Volleyball tournaments •Culinary – Gourmet on Gore, Taste of Vail, Restaurant Week •Community & Charitable Events – Vail Farmers’ Market, Vail America Days, Vail Arts Festival, Pink Vail, Vail Holidaze 20 Town of Vail | CAST | 01/23/15 Event Venues SPECIAL EVENTS •Vail Village Solaris Gore Creek Drive Covered Bridge & Bridge Street International Bridge & Whitewater Park Meadow Drive •Lionshead The Arrabelle at Vail Square Dobson Arena •Gerald R. Ford Park Athletic Fields Amphitheatre •Vail Mountain 21 Town of Vail | CAST | 01/23/15 Oktoberfest – Gore Creek Drive SPECIAL EVENTS 22 Town of Vail | CAST | 01/23/15 International Bridge – Whitewater Park SPECIAL EVENTS 23 Town of Vail | CityTour | 09/11/14 Vail Kids Adventure Games – Bridge Street SPECIAL EVENTS 24 Town of Vail | CAST | 01/23/15 Vail Holidaze – Slifer Plaza SPECIAL EVENTS 25 Town of Vail | CAST | 01/23/15 2015 FIS Alpine World Ski Championships SPECIAL EVENTS 26 Town of Vail | CAST | 01/23/15 Why 2015? 2015 FIS ALPINE WORLD SKI CHAMPIONSHIPS •Worldwide exposure •International relationships •Brand the resort 27 Town of Vail | CAST | 01/23/15 What are the goals? 2015 FIS ALPINE WORLD SKI CHAMPIONSHIPS •Host to the world •Grow the sport •Exciting competition and celebratory festival atmosphere •Innovation & technology •Colorado, Vail & Beaver Creek on a world stage •Friendly, accessible •Inspiring next generation of skiers/racers 28 Town of Vail | CAST | 01/23/15 By the Numbers 2015 FIS ALPINE WORLD SKI CHAMPIONSHIPS •700 athletes from more than 70 nations •1,500 members of the media •Broadcast to more than 75 countries •Nearly 850 million viewers •$58 million costs •2,500 volunteers •Economic impact $120 million++ •On site spectators: 15,000/race; 5,000+/celebrations 29 Town of Vail | CAST | 01/23/15 During the Championships 2015 FIS ALPINE WORLD SKI CHAMPIONSHIPS •February 2-15, 2015 •Race (Red Tail Stadium) •5 races, men’s and ladies’ •Opening and closing ceremonies, awards, bib draws •Ancillary entertainment: •ticketed concerts, artistic performances, folks, art exhibits culinary events 30 Town of Vail | CAST | 01/23/15 Discussion SPECIAL EVENTS QUESTIONS 31 Town of Vail | CAST | 01/23/15 THANK YOU!