HomeMy WebLinkAbout3. CSE Funding Allocations for VLMDAC Meeting 11-19-20152016 Special Event Allocations-Strategic Overview
Commission on Special Events
November 19, 2015
COMMISSION ON SPECIAL EVENTS
Barry Davis
Chair, Commission on Special Events
Mark Gordon
Vice Chair, Commission on Special Events
2Town of Vail | Commission on Special Events | 11/19/15
CSE Purpose
The purpose of the Commission on Special
Events is to develop and deliver a calendar of
events that accomplish the following
objectives:
1.Align events with the Vail Brand: Like
Nothing on Earth
2.Drive Positive Economic Impact
-occupancy
-sales tax
-group business
-return guests
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: NPS
3Town of Vail | Commission on Special Events | 11/19/15
CSE 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.
4Town of Vail | Commission on Special Events | 11/19/15
2015 CSE Successes
•Separate strategy from execution by
spending meeting time and resources
further upstream from the funding
process
•Improve quality and reduce quantity
•Process improvements:
-better real time evaluation and
management
-investment in quality of marketing
-event content alignment with brand
•Implementation of independent, 3rd
party surveys for all events receiving
$10,000 or more, funded from the
CSE’s event budget.
5Town of Vail | Commission on Special Events | 11/19/15
2016 CSE Strategic Commitment
•Redefining and supporting Guest and
Community priorities through implementation
of revised evaluation criteria:
•Cultural, Recreational and Community
Events
•Education and Enrichment Opportunities
•Continue to optimize calendar management
aligned with opportunity
•Refine measurement of performance against
objectives through continued commitment to
fund independent, 3rd party surveys for all
events receiving $10,000 or more.
•Advocate for the development of an indoor
community event/education facility
6
LOOKING TO THE FUTURE:
Town of Vail | Commission on Special Events | 11/19/15
THANK YOU
To: Vail Local Marketing District Advisory Council
From: Commission on Special Events
Date: November 19, 2015
Subject: Commission on Special Events (CSE) funding decisions for 2016
Cultural/Recreational/Community (CRC) and Education/Enrichment (EE)
proposals.
Action Requested: The CSE requests the Town Council’s approval of the proposed
2016 CRC and EE funding allocations, as presented. The CSE believes this is a strong
calendar of events aligned with the Town Council’s mission of providing our citizens and
guests with “an abundance of recreational, cultural and educational opportunities” that
will continue to drive increased results and contribute to providing thought provoking
educational and life enriching opportunities.
2015 Successes:
Two new events delivered above and beyond expectations in 2015. The 14th FIPS
Mouche World Youth Fly Fishing Championships made their American debut in
August, raising international awareness of our watershed, which can now be rightfully
described as “World Championship” waters. Look for the story airing in the near future
on Destination America, “In the Loop.” Outlier Offroad Festival also exceeded
expectations, bringing mountain bike racing back to Vail Mountain on a beautiful fall
weekend and delivering exciting, lift-served, demo opportunities on next year’s gear.
The CSE’s continuing commitment to promote Lionshead as a strong event venue
delivered a strong showing as Vail Oktoberfest™ in Lionshead hit its stride rivaling the
numbers generated in Vail Village and the Colorado Grand stood out once again as an
event that delivered strong economic benefit to the Lionshead business community with
activation delivered by the Lionshead Merchants Association. The Vail Summer
Bluegrass Series returned to Vail Square in its second year with 4 Wednesday night
concerts, backing up the ever successful Jazz at Vail Square series on Thursday nights.
New and Exciting for 2016:
36th Annual FIPS Mouche World Fly Fishing Championships will make their
American debut in September, and is expected to deliver teams from all over the
world at highest level of fly fishing competition.
GoPro Mountain Games continue to have the highest level of support from the
CSE and have promised activation in Lionshead in 2016.
11/19/2015 CSE 2016 Funding Summary Page 2
CarniVail: Back by popular demand, the traditional Vail -style celebration of
Mardi-Gras will feature a Fat Tuesday parade and Street Party in Vai l Village.
Other activities will include the traditional mountain -top Crawfish Broil and non-
stop Cajun après and After –Dark parties.
Education and Enrichment (EE) Category Replaces “Tier IV”: Last year was the first
year of reviewing this new category and CSE members were uniformly impressed by the
potential of this group of applications. They noted that the budget for this new initiative
seemed somewhat arbitrarily set at a base amount that was requested in 2013, and felt
it to be inadequate to deliver the ambitious programming that was proposed. The Council
granted the request to expand the budget from $91,000 to $150,000. Nearly $300,000 in
requests were received this year. The CSE reviewed these requests using updated
criteria, which better defined h ow these types of events and programming enhance the
community.
CSE members noted a strong synergy between several of the groups and observed that
there exists opportunity for them to work cooperatively to provide the community with
extraordinary opportunities focusing on mind, body and soul that contribute to a higher
quality of life and experience for both guests and residents.
Overview of Event Effectiveness – Measurement Tools:
All events receiving public funding are required to submit a post-event recap
summarizing the event’s strengths and weaknesses, contributions to the Vail economy
and community benefits. In 2015, in response to a continuing concern with respect to
the validity and/or consistency in the methodology of data presented by the individual
event producers, the CSE chose to fund an independent, third party Economic Impact
Survey, setting aside $50,000 out of their events budget. All of the 2015 events
receiving more than $10,000 have been or will be surveyed either on-site or utilizing
post-event research techniques. The results received to date have delivered an
excellent picture of the economic benefits that the events program is providing. A
complete overview will be prepared once the final data is in, and will be presented in
February. The CSE has determined to fund this initiative again in 2016.
The fundamental on-going tools now consist of monthly and bi -weekly DestiMetrics
reports, Sales Tax data, the on-going Intercept studies providing both qualitative and
quantitative data for individual events, the two year Economic Impact Study conducted
by RRC in 2013 and 2014, parking data, as well as keeping our finger on the pulse of
the merchant/hotelier/restaurateur community.
In addition, the ‘scorecard’ and its support tools such as the ‘marketing checklist’ are
now structured to be more dynamically employed tools. Less obviously , quantitative
measures such as brand strength, marketing expertise, media leverage, and community
integration continue to be monitored and measured against established objectives.
CSE 2016 RFP: 8/20/2015 Attachment A: Event Categories & Evaluation Criteria Page 1 of 4
Attachment A: CSE Event Categories and Evaluation Criteria
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 2016 RFP: 8/20/2015 Attachment A: Event Categories & Evaluation Criteria Page 2 of 4
The Vail Local Marketing District Advisory Council (VLMDC) provides Marketing support to events
that have received funding subject to the following criteria:
• Demographic fit
• Driving overnight guests (Front Range and Destination)
• Overall brand fit
• Sponsors (current and potential) and added reach
• Timing- Need period (midweek, shoulder season from May to October)
The marketing support is limited to advertising by listing an event (or events) to drive traffic to Vail
during these time periods.
PLEASE SEE SCORECARDS ON FOLLOWING PAGES
CSE 2016 RFP: 8/20/2015 Attachment A: Event Categories & Evaluation Criteria Page 3 of 4
SCORECARD:
RECREATIONAL, CULTURAL & COMMUNITY EVENTS
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
100Maximum 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
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?
CSE 2016 RFP: 8/20/2015 Attachment A: Event Categories & Evaluation Criteria Page 4 of 4
SCORECARD:
EDUCATIONAL AND ENRICHMENT EVENTS
Rating
Brand Opportunity 0-15
Timing 0-5
Demographic Fit:
Audience 0-10
Community Enrichment 0-10
Producer Qualifications 0-10
100
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"
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
0-25
0-15
0-10
Maximum Score
Proven quality, knowledge and resources to
sustain and grow the event
Event:Producing Entity:Proposed Location:2016 Dates: 2016 Funds
Requested
2015 Funds
Received
Total
Grid
Score
2016 Funding
Allocated Notes/Conditions from CSE
36th FIPS Mouche World Fly Fishing
Championship The America Cup, Inc.
Evergreen Lodge, Vail Marriott, Dillon
Reservoir, Sylvan Lake,Colorado River, Eagle
River September 11-18, 2016 $ 50,000.00 $ - 608 50,000.00$
GoPro Mountain Games Vail Valley Foundation
Golden Peak, Vail Vallage, Mountain Plaza,
and Homestake Creek in Red Cliff June 9 - 12, 2016 $ 100,000.00 $ 85,000.00 591 85,000.00$ LH activation is a requirement.
Vail America Days Highline Vail Village, Lionshead 7/4/2016 $ 70,000.00 $ 65,000.00 578 65,000.00$
Gourmet on Gore Highline Gore Drive September 2 -5, 2016 $ 75,000.00 $ 45,000.00 572 55,000.00$
Pink Vail Vail Valley Medical Center Vail Mountain 4/2/2016 $ 25,000.00 $ 5,000.00 567 10,000.00$
Taste of Vail Taste of Vail
Vail Village, Lionshead, Gore Creek, Willow
Bridge Rd., Four Seasons March 30- April 2 $ 55,000.00 $ 35,000.00 557 30,000.00$
Vail Oktoberfest Highline Vail Village, Lionshead
Fri. Sept. 9 - Sun. Sept. 11
& Fri. Sept. 16 - 18, 2016 $ 85,000.00 $ 45,000.00 554 55,000.00$
Vail Film Festival Colorado Film Institute Cascade, Marriott, VMS April 7-10 $ 90,000.00 $ 50,000.00 536 45,000.00$
Producer commits to early season
screenings and marketing and Mexico
engagement. Producer to provide a 5 year
strategic plan with development vision.
Vail Beaver Creek Restaurant Week GROUP970 Restaurant Vail/Beaver Creek
Friday, September 30th -
Sunday, October 9th,
2016 $ 11,500.00 $ 14,000.00 533 11,500.00$
CarniVail Highline Vail Village, Eagle's Nest
February 7 - 9, 2016* OR
February 6 - 9, 2016 $ 45,000.00 $ - 532 20,000.00$
Vail Kids Adventure Games Kids Adventure Games, LLC Vail Village Aug 10-14, 2016 $ 44,500.00 $ 44,500.00 532 40,000.00$
Vail Farmers' Market & Art Show/Vail
Farmers' Market Farm to table Series
Vail Farmers' Market & Art
Show/Meadow Drive Partnership Meadow Drive
June 19th- Oct 2 Sundays
and June 26, July 22 and
August 12 $ 68,000.00 $ 35,000.00 531 35,000.00$
King of the Mountain Volleyball King of the Mountain Volleyball Vail Valley Fields June 17-19, 2016 $ 15,000.00 $ 15,000.00 525 15,000.00$
Vail Snow Daze Highline
Mountain Plaza, Solaris Plaza/Meadown
Drive December 9 - 11, 2016 $ 45,000.00 $ 40,000.00 521 40,000.00$
Vail Summer Bluegrass Series Lakeside Stride Arrabelle at Vail Square
June 29, July 13, 27,
August 10 $ 50,000.00 $ 50,000.00 515 50,000.00$
Spring Back to Vail Highline Golden Peak, Vail Village 4/10/2016 $ 30,000.00 $ 40,000.00 509 25,000.00$
Outlier Offroad Festival Uncommon Communications /
Greenspeed Project Gondola One, Lionshead Base
September 29 - October 2,
2016 $ 25,000.00 $ 25,000.00 509 25,000.00$
New dates request Sept 9-11, original date
not viable
Kick It 3v3 National Soccer Championship North American Sports Group Ford Fields, Vail Valley Fields July 29-31, 2016 $ 55,000.00 $ 55,000.00 508 40,000.00$
Lionshead Mountainside Event Lakeside Stride Mountainside location in Lionshead 8/27/2016 $ 40,000.00 $ - 508 -$
Colorado Cup 2016 - Bundesliga JJRose Holdings Group LLC
Eagle Vail Field and Pavillion, Vail Mountain
School Field, Vail Athletic Field and Ford Field July 15th - July 25th 2016 $ 75,000.00 $ - 506 10,000.00$
Conditional on Vail co-branding at stadium
events.
Vail Lacrosse Shootout
International Lacrosse
Promotions, Inc.
Ford Park, Vail Athletic Field, VMS, Donovan
Park June 25- July 3, 2016 $ 20,000.00 $ 15,000.00 502 15,000.00$
Vail Holidaze Ren Productions Vail Village Dec 16-18, 2016 $ 24,000.00 $ 36,000.00 489 24,000.00$
Big Beers, Belgians & Barleywines Festival Laura Lodge Vail Cascade Resort, Atwater, Terra Bistro, January 7 – 9, 2016 $ 30,000.00 $ 9,500.00 475 10,000.00$
Vail Automotive Classic/Vail Village Car Show
& Evening Social Vail Valley
Vail Village, Ford Park/Amphitheatre or
Meadow Drive September 10-11, 2016 $ 9,000.00 $ 2,000.00 456 2,000.00$
Vail Valley Cup, 3rd Annual Cindy Eskwith
Memorial Tournament Vail Valley Soccer Club Vail Valley Fields October 1-2, 2016 $ 15,000.00 $ 5,000.00 455 7,500.00$
Producer commits to collecting matching
funds from other communities.
Colorado Grand CO Grand and LHMA Lionshead Mall Sept. 16-17, 2016 $ 10,000.00 $ 10,000.00 435 10,000.00$
Vail Whitewater Series Vail Recreation District Whitewater Park
May 10, 17, 24, 31 & June
7, 2016 $ 6,000.00 $ 5,000.00 420 6,000.00$
Vail's Top Shelf Harvest Eagle Valley Events, Inc.Arrabelle at Vail Square 10/1/2016 $ 20,000.00 $ 20,000.00 402 15,500.00$
Producer should focus on spirits and
distillery market and have food take a
supportive role. Additional marketing
support.
U16 Rocky/Central Junior Championships Ski and Snowboard Club Vail Golden Peak Mar 11-17, 2016 $ 2,500.00 $ - 400 2,500.00$
Vail Summer Art Workshop
Ren Event Productions/Vail Art
Guild TBD
June 6-10, June 13-17 and
June 20-24 and August 15-
19 and August 22-26
dates working with Art
Guild and CM $ 45,000.00 $ - 394 -$
Vail Arts Festival Eagle Valley Events, Inc.Lionshead Mall, Arrabelle at Vail Square June 24-26, 2016 $ 10,000.00 $ 10,000.00 392 10,000.00$
Resurrection Fighting Alliance Alliance Media Group, LLC.Dobson Arena, Lionshead Mall TBD $ 27,000.00 $ - 386
Vail Family Fun Fest Blue Creek Productions, Inc Lionshead
June 25; July 2, 9I, 16, 23,
& 30; August 8 $ 23,800.00 $ 20,000.00 374 20,000.00$
Starting Hearts: Inaugural Fitness Challenge Starting Hearts, Inc.Eagle County June 1 – July 1, 2016 $ 40,000.00 $ - 287 -$
TOTAL: $ 1,336,300.00 $ 829,000.00
Event Name:Producing Entity:Proposed Location:2016 Dates: 2016 Funds
Requested:
2015 Funds
Allocated:
Total
Grid
Score
2016 Funding
Allocated Notes
Vail Centre
Vail Centre (Vail Leadership
Institute in 2015)Grandview Room, Donovan Pavilion 2016 $ 125,000.00 $ 21,000.00 638 56,000.00$
Mountains of Hope Vail Veterans Program Vail Village, Vail Mountain
January 24-28, 2016 and
March 6-11, 2016 $ 20,000.00 $ 13,800.00 579 18,000.00$
Producer to consider changing the name of
the event to "Vail Mountains of Hope".
Nurture/Explore/Discover at the Garden Betty Ford Alpine Gardens Betty Ford Alpine Gardens
January 1 - December 31,
2016 $ 20,000.00 $ - 558 15,000.00$
Global Solutions Forum
Students Shoulder-to-Shoulder:
The International School of
Global Citizenship Vail Mountain School and The Antlers of Vail October 20 – 23, 2016 $ 25,000.00 $ - 538 15,000.00$
Producer to consider changing the name of
the event to "Vail Global Solutions Forum".
Vail Symposium Winter 2016 Vail Symposium
The Donovan Pavilion, The Grand View, The
Antlers at Vail, The Arrabelle at Vail Square,
The Town of Vail Public Library, The
Sonnenalp and Vail Mountain School
December 2015-April
2016 $ 45,000.00 $ 35,000.00 519 35,000.00$
Valley Tastings: Food for Youth, and Healthy
Kids Colorado Survey Eagle River Youth Coalition Donovan Pavilion
summer 2016, early
October 2016 $ 1,000.00 $ - 481 $ 1,000.00
Starting Hearts: All You Need Is Heart Event Starting Hearts Donovan Pavilion 2/8/2016 $ 20,000.00 $ 6,000.00 441 6,000.00$
Vertical Express Can Do Multiple Sclerosis Vail Village, Vail Mountain 2/27/2016 $ 5,000.00 $ 1,000.00 419 4,000.00$
Mountain Fit Women’s Wellness Weekend Peak Wellness Retreat Town of Vail hotels, restaurants, Vail Resorts August 19-20, 2016 $ 15,000.00 $ 15,000.00 393 -$
TOTAL: $ 276,000.00 $ 150,000.00
Fireworks - Vail America Days & Holidaze -
Split TBD 51,500.00$
$ 51,500.00
RRC Event Surveys for all events funded @
$10,000 or more + incentives for
participation ($2800)52,800.00$
Meeting & Miscellaneous Expenses 3,000.00$
$ 55,800.00
$ 1,086,300.00
CSE 2016 FUNDING ALLOCATIONS
Administrative Budget Remaining
TOTAL CSE Budget
CSE Cultural, Recreation and Community Event Funds: $829,000
CSE Education and Enrichment Event Funds: $150,000
RRC Event Surveys: $52,800
Fireworks Funding: $51,500
CSE Admin Budget: $3,000
Fireworks Budget Remaining:
Category Key:Community & Charity Sports/Tournaments Culinary Music Festival Ambient Enrichment & Education Vail Mountain
Dec-15 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Vail Snow Daze12/11-12/13
Big Beers, Belgians & Barleywines Festival 1/7-1/9
CarniVail2/6-2/9
Vail Veterans Mountains of Hope3/6-3/11
Pink Vail4/2 Gourmet on Gore 9/2-9/5
Vail Valley Cup- Cindy Eskwith Memorial Tournament10/1-10/2
Opening Day Vail MountainTBD Vail Snow Daze12/9-12/11
Vail Holidaze12/19-20, 12/31
Vail Veterans Mountains of Hope1/24-1/28
Starting HeartsAll You Need is Heart2/8
U16 Rocky/Central Junior Champs3/11-3/17
Vail Film Festival4/7-4/10 GoPro Mountain Games6/9-6/12
Vail America Days™7/4
Vail Kids Adventure Games 8/10-8/14
Vail Outlier Offroad Festival9/9-9/11
Vail's Top Shelf Harvest10/1 Vail Holidaze12/16-12/18
Can Do MS Vertical Express2/27
Spring Back to Vail4/10 King of the Mountain Volleyball6/17-6/19
Colorado Cup 2016 - Bundesliga7/15-7/25
Vail Automotive Classic & Social 9/10-9/11
Valley Tastings - Food For YouthTBD
Closing Day Vail Mountain4/10
Vail Arts Festival6/24-6/26
Vail Oktoberfest™Lionshead 9/9-9/11Vail Village9/16-9/18
Global Solutions Forum10/20-10/23
Kick It 3x3 soccer7/29-7/31 World Fly Fishing Championship 9/11-9/18
Colorado Grand9/16-9/17
2016 CSE Funded Special Events Calendar
Vail Lacrosse Shootout 6/25-7/3
Bravo! Vail Music Festival7/1-8/6Vail Whitewater Race Series5/10, 5/17, 5/24. 5/31, 6/7
Vail International Dance Festival7/30-8/14
Burton US OpenSnowboard Championship 2/29-3/5
Taste of Vail3/30-4/2
Vail Centre Programming
Nurture/Explore/Discover at the Garden - Betty Ford Alpine Gardens
Vail Farmer's MarketSundays, Father's Day thru first weekend in October6/19-10/2Farm To Table Series: 6/26, 7/22, 8/12
Vail Sympoisum Winter Programming
Vail/Beaver CreekRestaurant Week9/30-10/9
Vail Summer Bluegrass Concert Series Wednesdays6/29, 7/13, 7/27, 8/10
22nd Annual Vail Jazz Festival
GRFA: Hot Summer Nights - Tuesdays
Vail Family Fun Fest Saturdays6/25, 7/2, 7/9, 7/16, 7/23, 7/30, 8/8
Town of Vail Revised 11/13/2015