HomeMy WebLinkAbout6. Memo from CSE -Event Category Revisions 2015.04.15
04/21/2015 CSE Special Event Categorization Page 1
To: Vail Town Council
From: Commission on Special Events
Date: April 21, 2015
Subject: Recommendation to revise special event categories and funding process
Background: The Commission on Special Events (CSE) requests the Town Council’s
approval for revised special event categories and updated funding process.
In an effort to improve efficiencies and effectiveness in the event funding decision-
making and procurement process, the CSE is proposing a reorganization of event
categories and alignment of associated funding.
The current Tier system is cumbersome and often unclear, and the challenge of placing
certain events in the traditional Tier categories has resulted in confusion and indecision
amongst Commissioners and Staff. The CSE is therefore proposing to remove the
concept of Tiers. Instead, Commission believes there is a natural division of events
based on factors of concept, message, stakeholders, and size. Evaluating each
category within the framework of the Town of Vail Mission Statement, we recommend
labeling the different categories with simple names that better describe the events in
said category.
Specific criteria and scoring are in the attached documents, but Tiers I, II, and III will
now be in a master category called “Recreational, Cultural and Community Events”, and
will respectively be titled “Signature Events”, “Destination Events”, and “Ambient
Community Events”. Tier IV will now be titled “Educational and Enrichment Events”, and
will include all professional and personal education and development events, as well as
all events with a principal theme or purpose of health and well-being.
Currently the schedule for funding requests for Educational and Enrichment Events
(formerly Tier IV) is different than that for Recreational Cultural and Community Events.
The CSE proposes to change the schedule of the application process of Educational
and Enrichment Events to align with standard event funding requests, which happens in
the fall. This should streamline the process for both CSE and Council, and will provide a
wider window for reviewing the merit of each Educational and Enrichment Event.
04/21/2015 CSE Special Event Categorization Page 2
Currently the funding for these Educational and Enrichment Events is provided to the
CSE from the General Fund as part of the Town of Vail Budget, but remains designated
as separate from the CSE’s overall event and administrative budget. The CSE
proposes that Council move funds allocated for Educational and Enrichment Events,
and that all future funding for these types of events permanently flows through the CSE
budget. This will standardize the budget process, the RFP process, as well as provide
Council with one location to view all event funding.
We ask that Council consider the changes in structure as proposed in the above, but
also that Council consider their long-range goals regarding the Educational and
Enrichment Events category.
The CSE has had discussions about the importance of Educational and Enrichment
Events in building the Vail brand, and the potential value of long-term economic growth
associated with the positive narratives that attendees will share within their spheres of
influence around the globe. CSE envisions this category growing and evolving over the
next ten years to galvanize this global impression of Vail as a destination for personal
and professional growth.
For these goals to be met, the CSE believes two things must happen: An umbrella
organization should take the lead in evaluating, presenting, organizing and executing a
package of Educational and Enrichment Events that aligns with the Vail brand.
Secondly, a public-private partnership should build a world-class multi-functional venue
that can house not only CSE funded events, but can provide an opportunity for the
private partner to turn profit with other ticketed music and theatre events.
These suggestions are respectfully submitted to Council. We look forward to your
consideration of the proposed changes, and welcome discussion and feedback.
Action Requested of Council: The CSE requests the Town Council’s approval for
revised special event categories and updated funding processes as outlined above.
CSE: Tier Revisions Proposal Reviewed: March 4, 2015
Revised CSE Event Categories:
Events receiving public funding will be categorized as follows:
Recreational, Cultural and Community Events:
Goal: Deliver a diverse calendar of events in the Town of Vail that promote economic vitality and
community enrichment
Signature Events:
• Established events that take place over multiple days and/or weeks
• Strong Vail Brand identity
• Drive overnight visitation
• Promotion and marketing reach through local, regional, national and international media exposure
• Several of these events receive their funding from the Town Council, Tier I “Vail Brand Events.” Post
event review and evaluation will be overseen by the CSE
Destination Events:
• Newer events, participatory sporting events and large scale ambient events which support the CSE’s
criteria for promoting economic vitality and driving destination visitation
• Supports the Vail Brand
• Primarily local and regional media exposure, may attract some national exposure or sponsorships
Ambient Community Events:
• 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
• Community celebrations: i.e. Vail America Days, Vail Holidaze, Vail Family Fun Fest
Educational and Enrichment Events
Goal: Promote leadership development, intellectual opportunities and health and well-being
• Shall be part of the CSE RFP process
• Potential to build the Vail Brand as an educational and well-being destination
• Local, regional, (and when appropriate) national and international media exposure
• Economic impact may be in the future: Potential to return economic benefits as participants share their
experiences to individuals and groups within their spheres of influence
CSE: Tier Revisions Proposal Reviewed: March 4, 2015
Looking Ahead:
• The Educational and Enrichment Events funding processes should be aligned into a single RFP and
reviewed in the fall as part of the overall CSE funding allocations for the following year.
o The Educational Events deadline will be the same as the CSE event funding requests.
• Educational and Enrichment Events funds will be designated as part of the CSE’s budget by the Town
Council as part of the annual TOV budget approval process.
• The organizations offering educational and enrichment experiences would benefit from the
development of an “umbrella” organization that could coordinate the efforts of multiple smaller entities
by providing coordinated management and marketing, as well managing/leveraging the funding to the
fullest potential. Reality, full achievement is limited by the level of funding currently available and will
ultimately require a facility that is able to support the types of experiences that are envisioned and
required to attract world class participation.
• Possibly as a public/private partnership, the CSE recommends that the Town of Vail commit to the
exploration of location, size, amenities, etc. of a venue to provide consistent, quality experiences for
different types of events.
• The CSE makes these recommendations to keep Vail in a leadership position and to continue to move
ahead of the competition as the premier international mountain resort community.
Attachments:
Proposed Educational and Enrichment Events Scorecard
Recreational and Cultural Scorecard
RECREATIONAL, CULTURAL & COMMUNITY EVENTS SCORECARD
Rating
0-10
0-5
0-5
0-5
0-10
Brand Fit 0-10
Timing 0-5
Demographic Fit 0-10
Community Enrichment 0-5
Producer Qualifications 0-10
100
0-15
0-10
Potential to Increase
Room Nights and
Revenues:
Continues to evolve by delivering fresh content,
enhanced experiences
Marketing Strength
Extent and quality of promotional and marketing
"reach"
Growth Potential
What is the community involvement opportunity and/or
lasting community benefit?
Maximum Score
Proven quality, knowledge and resources to sustain
and grow the event
Criteria
Drive Group Business
Leverage media exposure and sponsorship support
Out of Region Guests (Current mix 50%)
Regional Destination Guests (Current mix 32%)
International Guests (Current mix 3%)
Increase Sales Tax Revenue
Supports the Vail Brand
Optimize calendar - "the right events at the right time"
Optimize visitor mix (age, income, demographic
targets per research data)
Promotes an atmosphere of vitality, fun and
celebration
EDUCATIONAL AND ENRICHMENT EVENTS SCORECARD
Rating
Brand Opportunity 0-15
Timing 0-5
Demographic Fit:
Audience 0-10
Community Enrichment 0-10
Producer Qualifications 0-10
100
0-25
0-15
0-10
Maximum Score
Proven quality, knowledge and resources to sustain
and grow the event
Criteria
Create a lasting impact on the community
Leverage media exposure and sponsorship support
Enhance Leadership Skills: locally, nationally,
internationally
Foster a Health and Well Being reputation for Vail
Provide opportunities for intellectual dialogues and
problem solving
Deliver an educational component
Optimize calendar - "the right events at the right
time"
What is the community involvement opportunity
and/or lasting community benefit?
Builds the Vail Brand
Optimize quality of participants to improve future
economic opportunity
Potential to achieve one or
more of the
following:
Continues to evolve by delivering fresh content,
enhanced experiences
Achieves national/global recognition and
participation
Growth Potential
Marketing Strength
Extent and quality of promotional and marketing
"reach"