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HomeMy WebLinkAbout1. CSE VLMDAC 2016 RFP Event Def-Eval CriteriaCSE 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