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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"