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.