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Home My WebLink About1.a. 2015-06-03 CSE Minutes DraftCSE Minutes June 3, 2015 Page 1 of 4 COMMISSION ON SPECIAL EVENTS MEETING and Joint Meeting with Vail Local Marketing District Advisory Council Vail Town Council Chambers Wednesday, June 3, 2015 @ 8:30 am CSE Members Present: Jeff Andrews Barry Davis Mark Gordon Rayla Kundolf Marco Valenti Alison Wadey CSE Members Absent: Shenna Richardson Town of Vail Staff Present: Kelli McDonald, Economic Development Manager Sybill Navas, Special Event Coordinator Others Present: Laura Waniuk, Event Liaison Margaret Rogers, Vail Town Council Jim Kellen, Vail Resorts/VLMDAC Sandra Perrig, Vail Valley Partnership Brooke Skjonsby, Vail Resorts Kristen Yantis, Malen Yantis PR Jill Lammers, Vail Valley Partnership Meggen Kirkham, Site Marketing Alan Himelfarb, Starting Hearts Beth Slifer, VLMDAC Skip Thurnauer, VLMDAC Todd Wallis, Vail Leadership Institute Corinne Hara, Vail Leadership Institute/TEDx Vail John Dawsey, VLMDAC/CME Dale Bugby, VLMDAC/Vail Town Council Jamie Gunion, VLMDAC/Vail Recreation District Gaby Milhoan, Peak Wellness Lauren Arnold, Peak Wellness Angela Mueller, Taste of Vail Tracey Flower, Vail Symposium AGENDA: Meeting materials can be accessed after May 29 at the following link: http://65.38.144.10/WebLink8/0/fol/321727/Row1.aspx CSE Chair, Barry Davis, called the meeting to order at 8:31am CSE Minutes June 3, 2015 Page 2 of 4 Administrative Items • Approval of the Minutes of the CSE’s Meeting on May 6, 2015  Motion to approve the minutes of the CSE Meeting, May 6, 2015, as presented. M/S/P: Andrews/Gordon/Unanimous The motion passed 6-0, Richardson not present • Financial/Contract Overview o Categories were added to the allocation, these represent the dashboard survey overview from RRC o Formatting of document to be reviewed to increase type size • “Millennials Defined”: Report at VLMDAC 10am on June 18- Antlers Event Recap - Taste of Vail – Angela Mueller Davis asked about the results of the survey. Were they comparable to the separate Intercept survey? Mueller said yes, they were comparable and had similar results. The RRC survey only covered the Lamb Cook-off Event. The staff from the wineries will be surveyed with results to be delivered later this year. Larger sponsorship with 5280 and Denver Post provided promotions close the start of the event and resulted in attracting many last minute guests. The event’s ticket sales increased by 20% over last year. The NPS was 51. The 2016 dates will be March 30-April 2. Mueller is looking to grow sponsorship for 2016. Social media presence generated grassroots marketing and created interesting stories about the wineries, chefs, etc. Over 21 writers were hosted from all over the nation. The Rosé tasting was successful, and having outgrown the Arrabelle Plaza area will expand its area for 2016. McDonald stated that the NPS of 51 was related to the attendee demographic. The research has shown that Millennials as a group tend to only give 6, 7 or 8 (passives) on the survey, which results in lower NPS scores. Andrews stated that the initial NPS score of 51 is a good benchmark to start from. Davis stated that he recognized that the event was very well priced and affordable.  Motion to approve the release of final disbursement of the CSE funding for the Taste of Vail: M/S/P: Andrews/Kundolf/Unanimous The motion passed 6-0, Richardson not present Joint Meeting with Vail Local Marketing District Advisory Council (VLMDAC) a. VLMDAC Strategy Overview: Jim Kellen, Kelli McDonald b. CSE Event Funding Category Revisions: Review changes w/VLMDAC c. Discussion: 2016 CSE RFP development: alignment, strategy and brand fit Davis asked if the result in increased guests or ADR impacts sales tax the most. McDonald said currently it’s ADR, but they would like for it to be increased number of guests. Davis then asked about the capacity and how that plays into marketing. Andrews stated that bed base is what limits the capacity, new guests are important, retention of existing guests is also key. McDonald mentioned the “mid week” marketing promotion and how the VLMDAC is trying to increase occupancy in the middle of the week. The marketing message is: “start your weekends early”. Kellen reviewed the overall strategy for the VLMDAC marketing planning and funding of programs. McDonald presented a quick overview on Millennials research. It’s important to CSE Minutes June 3, 2015 Page 3 of 4 create destination events that appeal to Millennials, such as SXSW (South by Southwest.) The key to appeal to Millennials is focus on the experiential and story. Andrews reviewed the updates to the event categories and explained the strategy and thinking behind all the categories. Slifer asked about the scoring process, Andrews and Gordon commented on how the CSE scores the RFP’s and if the scores are aligned within the group, then the decision is streamlined. If there is a disparity in the scores, then the group has a longer discussion regarding that event. Slifer asked about event scheduling and Navas gave an example of the Ford Fields and the number of events slated in July 2016. The goal is to fill in holes in the calendar where the capacity is lower. Andrews mentioned the strategy to add mid-week events to the schedule. The CSE has also asked other producers to start their events earlier to bring guests in earlier in the week. Dawsey said that there may be some opportunity for mid-week events in the Educational and Enrichment category. This year GoPro Mountain Games Expo officially opens a day earlier, on Thursday. Slifer mentioned that the CSE has raised the bar in representing the Vail brand. Attracting Millennials and maintaining the persona of the brand may be difficult. Yantis asked about the strategy and direction of the Wellness events efforts. Andrews stated that it’s going to be a test and see where things move in the future. Davis mentioned that the CSE’s role is not to create events; it’s about assessing and evaluating ideas that are brought to the CSE. Thurnauer mentioned that the Educational and Enrichment is a forward-looking scorecard and is a little more subjective based on infancy of events and opportunity for growth. Andrews stated that the documents will continue to evolve. Dawsey mentioned that for some of these larger, established events, there could be an opportunity to expand into the education area. Kundolf stated that there are already events doing this, Dance Festival, Jazz Festival and the Film Festival. Navas remarked that it was the opening of the Gerald R. Ford Amphitheater 1987 was a driving force in developing the level and variety of activity and increased visitation in the summer. Andrews said that the CSE sees a need for a specific venue. The VLMDAC recognizes the need for the physical capacity of some type of cultural/learning location. Slifer mentioned that the ability to fill the hotel capacity is a challenge until Vail has a facility to support events. Kundolf stated the space for events needs to be identified early because the development will take quite a long time. Slifer commented that the CSE has come a long way and is doing a great job. Rogers stated she is very proud of the Commission. Kundolf stated that the ERC (Event Review Committee) and the Liquor Board have been great support for this event program. Event Liaison Report: Laura Waniuk Please see full presentation for further information. Review applications for the remaining $6,000 in Tier IV Category budget, and determine which applicant will receive the funding based on the revised criteria for the Education and Enrichment Events category. a. Starting Hearts 1st Annual Golf Tournament at the Vail Golf Club: Alan Himelfarb b. Vail Symposium: 2015 Summer programming – Tracey Flower c. Peak Wellness Retreat- Marketing and Programming: Gaby Milhoan d. Vail Leadership Institute: Torch Awards – Ross Iverson e. Vail Leadership Institute: Kids Ted-x Youth @ Vail (presentation, not a formal request) – Corinne Hara CSE Minutes June 3, 2015 Page 4 of 4 Please see attached proposals and presentations for details about the above programs. The CSE discussed the scoring, the amount of $6000 and the potential impact of the amount on each organization. It was also brought to their attention to look at the organization’s previous funding allocation for 2015. There was continued discussion about the types of events and recipients and how the criteria apply.  Motion to approve the funding allocation of $6,000 to Starting Hearts Golf Tournament M/S/P: Kundolf/Valenti/Unanimous The motion failed 1-5, Kundolf in favor and all others opposed, Richardson not present  Motion to approve the funding allocation of $6,000 the VailLeadership Institute to support the Torch Awards. M/S/P: Valenti/Wadey/Gordon abstained. The motion passed 6-0, Richardson not present New Business and Community Input  Motion to Adjourn at 11:31 am M/S/P: Andrews /Kundolf /Unanimous The motion passed 6-0, Richardson not present Next CSE Meeting: Wednesday, July 1, 2015 - 8:30am @ Vail Town Council Chambers