HomeMy WebLinkAbout3.b. CSE -Event Category and Scorecard Revisions FINALCSE: 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
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"