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Home My WebLink About6. 05-03-2016 Memo and Attachments to Town Council To: Vail Town Council From: Commission on Special Events Date: May 3, 2016 Subject: 2017 Special Event Strategic Discussion Action Requested: The CSE is requesting input from the Town Council regarding how their evaluation criteria and events calendar reinforce the Council’s Mission to “grow a vibrant, diverse economy and community and preserve our surrounding natural environment, providing our citizens and guests with exceptional services and an abundance of premier recreational, cultural and educational opportunities.” The CSE believes that the current Cultural, Recreational and Community criteria has resulted in a calendar of events that strongly supports the economy, community celebrations and the guest experience while offering a variety of educational and cultural opportunities through the Education and Enrichment category. The CSE is seeking Council input on any changes in this direction for the 2017 RFP process. Although environmental and sustainability initiatives are presently being addressed through the Special Event Permit process and the Green Events Checklist, the CSE is also seeking direction as to how they can more fully support the Council’s commitment to a sustainable environment, both in the selection of new events and in the existing calendar of events as well. Attachments: • 2017 Special Event Strategic Discussion Presentation • Attachment A: CSE Event Categories and Evaluation Criteria • 2016 Special Events Funding: CSE and Town Council Allocations 2017 Special Event Strategic Discussion Commission on Special Events May 3, 2016 COMMISSION ON SPECIAL EVENTS Mark Gordon Vice Chair, Commission on Special Events 2 Town of Vail | Commission on Special Events | 05/03/2016 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 3 Town of Vail | Commission on Special Events | 05/03/2016 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. 4 Town of Vail | Commission on Special Events | 05/03/2016 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. 5 Town of Vail | Commission on Special Events | 05/03/2016 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. •Focus on environmental sustainability through RFP process as well as increased scrutiny on the green checklist during permit reviews. 6 LOOKING TO THE FUTURE: Town of Vail | Commission on Special Events | 05/03/2016 TOWN COUNCIL ACTION PLAN OUR MISSION Grow a vibrant, diverse economy and community and preserve our surrounding natural environment, providing our citizens and guests with exceptional services and an abundance of premier recreational, cultural and educational opportunities. OUR VISION TOWN COUNCIL ACTION PLAN COMMUNITY Engage our community in honoring our social, recreational, cultural, educational and environmental values that will guide sustainable strategies throughout our neighborhoods as the foundation of our town’s continued success. • Balanced community housing composition • Civic area enhancements • Regional opportunities supporting community living and amenities • Educational enrichments throughout the community • Informed community EXPERIENCE Deliver on the promise, “Vail. Like nothing on earth” that also supports “preserving our earth,” in everything we do. • Excellent municipal services • Convenient, efficient and safe parking and transportation venues • Strategic implementation of environmental programs • Competitive technology • World class recreational amenities, educational enrichment programs and stewardship of our natural environment • Focus on the “Vail Way” of doing things ECONOMY Preserve our vibrant and diverse economy that keeps Vail at the forefront of our resort competitors. • Long range strategic plans to enhance competitiveness of TOV • Create community spaces that support iconic events as well as arts, cultural, culinary, educational and local community programming • Collaborate with Vail Resorts on resort programming and municipal services THANK YOU 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 Funding Allocated Big Beers, Belgians & Barleywines Festival Laura Lodge Vail Cascade Resort, Atwater, Terra Bistro, January 7 – 9, 2016 $10,000.00 CarniVail Highline Vail Village, Eagle's Nest February 7 ‐ 9, 2016* OR February 6 ‐ 9, 2016 $20,000.00 U16 Rocky/Central Junior Championships Ski and Snowboard Club Vail Golden Peak Mar 11‐17, 2016 $2,500.00 Taste of Vail Taste of Vail Vail Village, Lionshead, Gore Creek, Willow Bridge Rd., Four Seasons March 30‐ April 2 $30,000.00 Pink Vail Vail Valley Medical Center Vail Mountain 4/2/2016 $10,000.00 Vail Film Festival Colorado Film Institute Cascade, Marriott, VMS April 7‐10 $45,000.00 Spring Back to Vail Highline Golden Peak, Vail Village 4/10/2016 $25,000.00 Vail Whitewater Series Vail Recreation District Whitewater Park Tuesdays, May 10‐ June 7 $6,000.00 GoPro Mountain Games Vail Valley Foundation Golden Peak, Vail Vallage, Mountain Plaza, and Homestake Creek in Red Cliff June 9 ‐ 12, 2016 $85,000.00 King of the Mountain Volleyball King of the Mountain Volleyball Vail Valley Fields June 17‐19, 2016 $15,000.00 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 $35,000.00 Vail Arts Festival Eagle Valley Events, Inc. Lionshead Mall, Arrabelle at Vail Square June 24‐26, 2016 $10,000.00 Vail Lacrosse Shootout International Lacrosse Promotions, Inc. Ford Park, Vail Athletic Field, VMS, Donovan Park June 25‐ July 3, 2016 $15,000.00 Vail Family Fun Fest Blue Creek Productions, Inc Lionshead June 25; July 2, 9I, 16, 23, & 30; August 8 $20,000.00 Vail Summer Bluegrass Series Lakeside Stride Arrabelle at Vail Square Wednesdays, June 29‐July 20 $50,000.00 Vail America Days Highline Vail Village, Lionshead 7/4/2016 $65,000.00 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 $10,000.00 Kick It 3v3 National Soccer Championship North American Sports Group Ford Fields, Vail Valley Fields July 29‐31, 2016 $40,000.00 Vail Kids Adventure Games Kids Adventure Games, LLC Vail Village Aug 10‐14, 2016 $40,000.00 Gourmet on Gore Highline Gore Drive September 2 ‐5, 2016 $55,000.00 Vail Oktoberfest Highline LH: Sept. 9‐11/VV: Sept. 16‐18 LH: Sept. 9‐11/VV: Sept. 16‐18 $55,000.00 Outlier Offroad Festival Greenspeed Project Gondola One, Lionshead Base September 9‐11, 2016 $25,000.00 Vail Automotive Classic/Vail Village Car Show & Evening Social Vail Valley Vail Village, Ford Park/Amphitheatre or Meadow Drive September 10‐11, 2016 $2,000.00 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 Colorado Grand CO Grand and LHMA Lionshead Mall Sept. 16‐17, 2016 $10,000.00 Vail Beaver Creek Restaurant Week GROUP970 Restaurant Vail/Beaver Creek Friday, September 30th ‐ Sunday, October 9th, $11,500.00 Vail Valley Cup: Cynthia Eskwith Memorial Cup Vail Valley Soccer Club Vail Valley Fields October 1‐2, 2016 $7,500.00 Vail's Top Shelf Harvest Eagle Valley Events, Inc. Arrabelle at Vail Square 10/1/2016 $15,500.00 Vail Snow Daze Highline Mountain Plaza, Solaris Plaza/Meadown Drive December 9 ‐ 11, 2016 $40,000.00 Vail Holidaze Ren Productions Vail Village Dec 16‐18, 2016 $24,000.00 TOTAL:$829,000.00 2016 TOWN OF VAIL ALLOCATIONS FOR SPECIAL EVENTS Cultural, Recreation & Community Event Category Funding: $829,000 Fireworks ‐ Vail America Days‐ $33,500 Holidaze ‐ $18,000 $51,500.00 $51,500.00 Event Name: Producing Entity: Proposed Location: 2016 Dates: 2016 Funding Allocated Vail Centre Vail Centre (Vail Leadership Institute in Grandview Room, Donovan Pavilion 2016 $56,000.00 Mountains of Hope Vail Veterans Program Vail Village, Vail Mountain January 24‐28, 2016 and March 6‐11, 2016 $18,000.00 Nurture/Explore/Discover at the Garden Betty Ford Alpine Gardens Betty Ford Alpine Gardens January 1 ‐ December 31, 2016 $15,000.00 Global Solutions Forum Shoulder: The International School of Global Citizenship Vail Mountain School and The Antlers of Vail October 20 – 23, 2016 $15,000.00 Vail Symposium Winter 2016 Vail Symposium The Donovan Pavilion, The Grand View, The Antlers at Vail, The Arrabelle at Vail Square, The December 2015‐April 2016 $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 Starting Hearts: All You Need Is Heart Event Starting Hearts Donovan Pavilion 2/8/2016 $6,000.00 Vertical Express Can Do Multiple Sclerosis Vail Village, Vail Mountain 2/27/2016 $4,000.00 TOTAL:$150,000.00 Event Name:Producing Entity: 2016 Dates: 2016 Funding Allocated Bravo! Vail Valley Music Festival Bravo! 7/1‐8/6 $256,100.00 Vail International Dance Festival Vail Valley Foundation 7/30‐8/13 $47,380.00 Burton USO Highline 2/29‐3/5 $400,000.00 Hot Summer Nights Vail Valley Foundation 6/14‐7/26, 8/16 & 8/23 $28,325.00 Vail Jazz Festival Vail Jazz Foundation 6/26‐9/5 $74,160.00 National Repertory Orchestra National Repertory O. 13‐Jul $1,030.00 Spring Back to Vail Highline Solaris‐ additional concert for augmenting closing weekend activations 8‐Apr $100,000.00 Vail Film Festival: Virtual Reality Experience Colorado Film Institute Closing weekend activation: Addition of Virtual Reality tent Apr 8‐10 $16,700.00 Spring Back Block Party Vail Chamber and Business Association Closing weekend activation Apr 8‐10 $5,000.00 COUNCIL CONTRIBUTIONS TOTAL:$928,695.00 RRC Event Surveys ($52,000) for all events funded > $10,000 + incentives for participation ($800)$52,800.00 Meeting & Miscellaneous Expenses $663.78 spent as of 04/01 $2,336.22 $55,136.22 $2,014,331.22 2016 TOV Council Funded Events: $928,695 2016 CSE Administrative Budget: $55,800 Administrative Budget Remaining TOTAL Special Events Budget Education & Enrichment (EE) Event Category Funding: $150,000 TOV Council Designated: Funding for Fireworks: $51,500 Fireworks Budget Remaining: