HomeMy WebLinkAbout1.c. 2016 End of Season Activation Memo 021616 Final_1
To: Vail Town Council
From: Economic Development Staff
Date: February 16, 2016
Subject: Enhancement of activities for the final week of the ski season to increase
visitation, vitality and economic impact.
Background: At the meeting on February 2, 2016 the Town Council directed staff to
finalize details on the opportunities presented for additional activation during the final
weekend of ski season to drive increased overnight guests and vitality.
Current activities planned: On Sunday, April 10, 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.
Details of Additional Activation:
1. Spring Back to Vail Concert Addition:
Highline Sports and Entertainment is in negotiations with a popular band from the list
supplied in the February 2, 2016 memorandum to perform Friday, April 8, 2016 on stage
at Solaris Plaza. Vail Resorts will assist in marketing under the Spring Back to Vail
umbrella. Estimated total attendance would be 5,000 – 7,000.
Total cost is $100,000 all inclusive.
2. Vail Film Festival Enhancements:
Virtual Reality Experience tent located at either Slifer Plaza or Checkpoint Charlie on
April 8, 9 and 10 during the afternoon hours of 11:00 a.m. – 5:00 p.m., potentially until
7:00 p.m. on Saturday. This will be a 20' x 20' tent that will feature FREE virtual reality
programming such as Cirque Du Soleil, Safari, News Stories, etc. for both festival pass
holders and the general public. Per Sean Cross, this type of activation was popular at
the Sundance Film Festival.
Total cost is $16,700 all inclusive
Town of Vail Page 2
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: Restaurants 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
Total cost is $5,000 all inclusive
Action Requested of Council: Approve or approve with modifications the activations
presented at the budget level of $121,700.