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Home My WebLink AboutCSE 3. DRAFT CSE Work Plan 2016-2017DRAFT CSE Work Plan 2016-2017 Page 1 of 6 *Actions that support Town Council Objectives*Measures that Focus on CSE Objectives VAIL COMMISSION ON SPECIAL EVENTS: 2016-2017 WORK PLAN *Excerpted from the Commission on Special Events Strategic Plan 2013-2017 CSE OBJECTIVES: In 2002, the Vail Town Council approved legislation that created the Commission on Special Events (CSE) in its current form. This ordinance set several broad objectives: 1. To establish a single point of contact for events administration 2. Stimulating the local economy: a. Increase lodging and sales tax collections b. Increase number of visitors c. Insure that visitors have a high rate of intent to return 3. Create a sense of community in Vail and increase the quality of experience for both guests and residents 4. To provide street entertainment and special events that reflect the high quality image of Vail and contribute to vitality, economic viability and fun throughout the year The CSE meets on the first Wednesday of each month and consists of 7 members who are appointed by the Town Council to serve two year terms. The Commission also meets semi- annually with the Vail Local Marketing District Advisory Council (VLMDAC)- Q2 and Q4 and annually with Vail Economic Advisory Council (VEAC)- Q3 and the Town of Vail Event Review Committee (ERC)- Q1. The CSE has developed an event evaluation tool, described below, to ensure alignment with the objectives that they are charged with pursuing. CSE Mission: The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special Events Plan that ensures world-class events that are fully aligned with Vail’s brand. The CSE will effectively and efficiently allocate available budget behind this objective. The Events Plan will deliver measureable results in terms of specific goals: economic impact, optimization of the event calendar, positive community experience and integration, as well as positive guest-centric results that lead to future loyalty. TOWN COUNCIL Areas of Focus: 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: To be the PREMIER international mountain resort community. A. Enhance the local ECONOMY B. Grow a balanced COMMUNITY C. Elevate the EXPERIENCE *Excerpted from Vail Town Council Areas of Focus: Adopted February 2016 DRAFT CSE Work Plan 2016-2017 Page 2 of 6 *Actions that support Town Council Objectives*Measures that Focus on CSE Objectives CSE Strategic Execution and Evaluation Model Utilizing Measured Criteria CULTURAL, RECREATIONAL AND COMMUNITY EVENTS (CRC) SCORECARD 1. Potential To: • Increase Room Nights • Out of Region, Destination Guests 0-10 • Regional and Front Range Guests 0-5 • International Guests 0-5 • Drive Group Business 0-5 • Increase Sales Tax Revenue 0-10 2. Brand Fit: Supports the key brand message of world-class outdoor recreation, culture and well-being & brings it to life experientially 0-10 3. Timing: Contribution to an optimal calendar of events – maximizing high traffic periods & optimizing off-peak opportunities vs. occupancy opportunities and TOV available assets, both human and capital 0-5 4. Demographic Fit: Optimize visitor mix 0-10 5. Community Enrichment: What is the community involvement opportunity and/or lasting community benefit? 0-5 6. Growth: 0-10 • Continuously deliver fresh content and enhanced experiences • Leveraged media exposure and sponsorship support 7. Marketing Strength: 0-15 • Extent and quality of promotional and marketing “reach” • Leverage media exposure and sponsorship support 8. Producer Qualifications: Proven quality, knowledge and resources to sustain and grow the event 0-10 Total possible score: 100 EDUCATION AND ENRICHMENT EVENTS (EE) SCORECARD 1. Potential to achier one or more of the following: 0-25 • Enhance leadership skills: locally, nationally or internationally • Foster a health and well being reputation for Vail • Provide opportunities for intellectual dialogue and problem solving • Deliver an educational component • Create a lasting impact on the community 2. Brand Opportunity: Build the Vail Brand 0-15 3. Timing: Optimize the calendar: “the right event at the right time” 0-5 4. Demographic Fit- Audience: Optimize quality of participants to improve future economic opportunity 0-10 5. Community Enrichment: What is the community involvement opportunity and/or lasting community benefit? 0-10 6. Growth Potential: 0-10 DRAFT CSE Work Plan 2016-2017 Page 3 of 6 *Actions that support Town Council Objectives*Measures that Focus on CSE Objectives a. Continue to evolve by delivering fresh content and enhanced experiences b. Achieve national/global recognition and participation 7. Marketing Strength: 0-15 • Extent and quality of promotional and marketing “reach” • Leverage media exposure and sponsorship support 8. Producer Qualifications: Proven quality, knowledge and resources to sustain and grow the event 0-10 Total possible score: 100 CSE FOCUS I: Stimulating the local economy and support Council Focus A a. Increase lodging and sales tax collections b. Increase number of visitors c. Insure that visitors have a high rate of intent to return Objective: Focus strategic planning and discussion on achieving this primary goal. Action Step: Adopt and implement the 2016-2017 CSE Work Plan in Q2 of 2016 Objective: Provide evidence that special events are a revenue producer for the Town Action Step: Ensure that event recap data is complete for all events, and provides consistent and comparable methodology to determine an accurate estimate of ROI across all of the events that receive public funding. Q3 in 2016 Action Step: Maintain Accountability-ONGOING Review post-event performance evaluations of all publicly funded events with respect to: • Did each event investment increase Vail’s economic performance? • Are event investments being fully leveraged to increase both revenue and marketing reach? • Are we consistently achieving more impact with public resources? • Do these events contribute to a strong sense of community and better quality of life? Action Step: Continue to fund independent 3rd party surveys for all events receiving $10,000 or more-ONGOING IN 2016, RENEW FOR 2017 Objective: Ensure that the CSE’s selection criteria continue to be in alignment with the goals of the Town Council and the VLMD marketing strategies. Action Step: Annually re-evaluate objective event selection, funding and evaluation criteria based on alignment with Council goals and VLMD research results and marketing focus. Q2 and 3, 2016 and 2017 Objective: Utilize all available tools to assist the CSE in determining funding allocations that support an optimal calendar of events. (“optimal” = “the right event at the right time” Action Step: Attract and support participant events- ONGOING DRAFT CSE Work Plan 2016-2017 Page 4 of 6 *Actions that support Town Council Objectives*Measures that Focus on CSE Objectives Action Step: Give extra consideration to events that fall in “need” periods, and/or promote mid-week stays- ONGOING Action Step: Annually re-evaluate critical success measurements-ONGOING In coordination with VLMD and appropriate research vendors, continued implementation of tools to measure:  Increased sales and lodging tax collections  Improved occupancy rates  Impact from direct event spending  Quantifiable marketing benefits  Net Promoter Score (NPS) Action Step: Utilize the data gathered by the VLMD through Destimetrics and Community Survey initiatives to substantiate event survey data and post-event reports, as well as to identify opportunities and need times. –ONGOING Objective: Ensure a strong calendar of events to support the CSE’s primary goal of increased destination visitation. Action Step: Continue to recruit and support participatory sporting events, which have been proven to deliver a high ratio of returning guests and deliver a significant number of room nights. Q4, 2016 and Q1 & Q4,2017 Action Step: Provide continued funding support for events that have been proven to successfully deliver room nights and returning guests. Q4 in 2016 and 2017 Action Step: Look to ‘internationalize’ if and when possible -ONGOING Action Step: Continued evaluation of VR winter strategy, and opportunities to align on off-peak periods –Q3 IN 2016 and 2017 CSE FOCUS II: Provide a balanced, year round calendar of events appealing to residents and guests of diverse interests and support Council Focus B Objective: Utilize available avenues of communication with all sectors of the community to develop an optimal event calendar. Action Step: Review community survey data- Q3, 2016 Action Step: Maintain semi-annual meetings with the VLMD to improve communications and alignment. Q1 and Q3 2016 and 2017 Action Step: Monitor strategies on recruitment of group business to ensure alignment with supporting local businesses and filling need times, availability of Town resources, both human and capital. Q1 in 2017 DRAFT CSE Work Plan 2016-2017 Page 5 of 6 *Actions that support Town Council Objectives*Measures that Focus on CSE Objectives Action Step: Continue communications between the CSE and the VEAC at a higher level - monitor the process that is currently underway to improve communications and alignment with an annual meeting. Q3, 2016 and 2017 Action Step: Dedicate resources to recruit and develop new events. Q3, 2016 and Q1 and 2, 2017 Action Step: Further refine the criteria and review process for Education and Enrichment Events, in line with budget allocated by the Town Council. Q2, 2016 Action Step: Develop RFP for following year events with strong focus on need times and potential event opportunities Q3, 2016 and 2017 Action Step: Commit to support family-centered events that support VLMD research insights, Epic Discovery on Vail Mountain and increase NPS. Q4 2016 and 2017 Action Step: Communicate with the local business community, the Vail Chamber and Business Association (VCBA), the Vail Restaurant Group, the Vail Valley Partnership (VVP) and the Vail Recreation District (VRD) to ensure that the events funded by the CSE have a positive impact on the local economy- ONGOING CSE FOCUS III: Brand Fit- Supports the key brand message of world-class outdoor recreation, culture and well-being & brings it to life experientially and support Council Focus C Objective: Maintain the goal of being the “premier international mountain resort community.” Action Step: Semi-annual joint meetings with VLMDAC to maintain alignment of focus and realignment of criteria for event funding. Q2 and 4, 2016 and 2017 Action Step: Eliminate events not performing as expected, while continuing to develop and assist performing events and seeking out new events that support the Vail brand, promote opportunity for high NPS scores and that continue to elevate the quality of the experience. Q4, 2014 and 2015 Action Step: Continue to actively encourage “activation” of events to create an expanded presence throughout the community and stimulate the participation of the merchants, restaurants and bars, and lodges- ONGOING Action Step: Work cooperatively with event producers to ensure that there will be adequate funding and resources to sustain those events that support the CSE’s criteria into the future and continue to bring the brand to life in exciting and unexpected ways. – ONGOING Action Step: With respect to the further development of Vail Resorts’ Epic Discovery; zip lines, aerial adventure courses, summer tubing, larger climbing wall, look at potential for events supporting these increased summer opportunities. Q3 and 4 in 2016 and Q1 and 2 201 DRAFT CSE Work Plan 2016-2017 Page 6 of 6 *Actions that support Town Council Objectives*Measures that Focus on CSE Objectives CSE FOCUS IV: Single Point of Contact for Events Administration Objective: Effective communication with the event producers, Town of Vail Staff, guests and the community. Action Step: Joint meeting with the Event Review Committee (ERC) to promote better understanding of event support provided by TOV Staff and CSE objectives. Q1 in 2016 and 2017 Action Step: Prepare all funding agreements and monitor compliance with conditions of fulfillment and responsibilities of sponsorship support-ONGOING Action Step: In cooperation with the VLMDAC, provide Brand Guidance as needed to all events receiving public funding. Q1 and 2, 2016 and 2017 Action Step: Provide venue information and permitting guidance-ONGOING Action Step: Provide complete and accurate information with regard to the calendar of special events-ONGOING