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HomeMy WebLinkAbout3. 2016 End of Season Activation Memo FINAL To: Vail Town Council From: Economic Development Staff Date: February 2, 2016 Subject: Enhancement of activities for the final week of the ski season to increase visitation, vitality and economic impact. Item/Topic: At the meeting on January 19, 2016 the Town Council requested that the staff research opportunities for additional activation during the final week of ski season to drive increased overnight guests and vitality. In addition, this activation would provide a more celebratory finish to another season of Vail’s world class skiing and riding. The Economic Development Staff has investigated opportunities and present the following options below. Some or all of these programs could be implemented concurrently or independently, and are contingent on budget approval and ownership of the programs by specific entities in the community, i.e. local event producers or the VCBA. Background: At their meeting on Tuesday, December 2 nd, 2015 the CSE presented the Town Council with the calendar of events for 2016 that received public funding. The Council affirmed the CSE’s decisions. Spring Back to Vail, in particular, was noted as it had been restructured as a smaller, and more community oriented, single day celebration of the end of the season. Reasons for this included:  Vail Resorts, who owns the event, determined that their event and marketing dollars would deliver better returns during “off -peak” periods earlier in the season when target guests are more likely to come for the quality of experience, and potentially return yet this year. Hence, CarniVail, the Vail-style Mardi-Gras celebration and Fat Tuesday parade, returns February 6-9.  Following the last two years of the event, there was input expressed to the Town Council by some community members and businesses that the Spring Back to Vail concerts in the village did not attract the demographic that brings positive benefit to the community. There was concern that the major concerts had become a liability. Providing activities on closing day that promote a festive atmosphere while encouraging all snow sliders to come off the mountain safely and early in the day and enjoy the party at Golden Peak featuring music, food, and Pond Skimmin g.  Current activities planned include a day of action including the World Pond Skimming Championships, DJ, sponsor Expo Village, an on-mountain luau, après parties and giveaways from 1:30-5pm at Golden Peak... Town of Vail Page 2 Description of Additional Programs/Promotions for consideration: 1. Option 1: Spring Back to Vail Concert Addition: Council requested that staff look into adding concerts and expanding the dates of the Spring Back to Vail event scheduled for Sunday, April 10 with a goal of driving additional overnight visitation to the last weekend of the ski season. Staff contacted Highline Sports and Entertainment for their input. The recommendation is to host concerts on Friday, April 8 and Sunday, April 10 in Checkpoint Charlie or Solaris Plaza, depending on the talent, with artists at the level to attract overnight guests. Saturday night is not recommended as it would compete with the already scheduled concert in Breckenridge by Michael Franti. The list of bands they would pursue includes the following:  Chris Robinson/Black Crowes  American Authors  Grace Potter  Ziggy Marley  Lukas Nelson  Nathaniel Rateliff  Sturgill Simpson  Leftover Salmon  Wallflowers  Stephen Marley  Soja An estimated total cost is $125,000 for both concerts all inclusive. Staff would contact Vail Resorts to assist in marketing under the Spring Back to Vail umbrella. Estimated total attendance would be 5,000 per concert. 2. Vail Film Festival Enhancements: Consideration: Dates for the 2016 Vail Film Festival are April 7-10. The decision to move to these dates was determined in light of the information that there would be no major concerts in the village. Additionally, they will be utilizing at least one of the screening rooms in Cinebistro, which would most likely be impacted by a Solaris Concert, both from a sound and crowd perspective. Film Tent at Solaris (Cost: $30K)  Daily screenings of Virtual Reality films and Virtual Reality immersion experiences (Symphony, Cirque du Soleil, Walking with dinosaurs).  Nightly family films on Friday/Saturday with skating and hot chocolate by the rink. Town of Vail Page 3 3. Retail and Restaurant Promotional Activation: Vail Chamber and Business Association Spring Back Business Block Party: Individual businesses will provide retail promotions of their choice. All promotions would be compiled in advance to market to the public. Individual businesses will be encouraged to create ambient entertainment in their stores/mini store events, i.e. offering hot chocolate, DJ, lounge seating outside their store, racks will be allowed in front of stores in accordance with Town of Vail permit guidelines. In addition, produce a window sticker for stores to display if they are a part of the promotion. Spring Back Restaurant Promotions: Businesses will be encouraged to offer a consistent promotion of their choice for that weekend. Information will be compiled in advance for marketing purposes and a window sticker will be provided for display Costs for the above ideas would include conceptualization/implementation, marketing, communication, advertising and printing of window stickers. Proposed budget: $5,000. Action Requested of Council: Review enhancement activities presented for the last weekend of the ski season and direct staff on next steps.