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Home My WebLink AboutCSE 5. KAABOO-VAIL TownHall Overview May 30pdf Town Hall Public Forum May 26, 2016 PREPARED BY KAABOO: OVERVIEW CRITERIA FOR EVALUATING NEW EVENTS Per The Town Of Vail CSE ECONOMIC IMPACT Potential to increase room nights, increase tax revenue and drive group business BRAND FIT Supports the key brand message of world-class outdoor recreation, culture and well-being & brings it to life experientially TIMING Contribution to an optimal calendar of events – maximize high traffic periods & optimize off peak opportunities vs occupancy opportunities and TOV available assets, both human and capital DEMO FIT Optimize visitor mix GROWTH Continuously deliver fresh content. Leveraged media exposure and sponsorship support PRODUCER QUALIFICATIONS Expertise, local knowledge and resources to sustain event in a manner compatible with the Vail brand MARKETING STRENGTH KAABOO meets each of the above criteria. KAABOO-VAIL IS A MUSIC & LIFESTYLE EXPERIENCE LIKE NOTHING ON EARTH The vision combines music, cuisine, craft libations, comedy, contemporary art, dancing, high-end retail and premium indulgences like spa and salon. KAABOO is NOT a music festival. Music festivals target 15 to 25 year olds. KAABOO was strategically created to appeal to an older, discerning and affluent demographic. KAABOO-VAIL HAS BEEN PURPOSE BUILT TO APPEAL TO specific target segmentations of affluent consumers and corporate guests. You shouldn’t have to sacrifice comfort for a great live music experience, and at KAABOO-VAIL, you won’t. KAABOO IS RIGHT FOR VAIL Not only would KAABOO’s target demographic match that of Vail’s but it helps to extend the summer window of business and provides for an experience which currently does not exist in any other mountain resort. KAABOO: OVERVIEW KAABOO: OVERVIEW KAABOO: WORLD CLASS TALENT AFFLUENT, PROFESSIONAL, DISCERNING, ACTIVE LIFESTYLE MEN & WOMEN. KAABOO attracts: •Median age 37-39. •KAABOO is built as an intergenerational event with age of attendees from 25 to 70 •57% female 43% male. •Average HHI of $100k+. •Vast majority college graduates. •Future customers, real estate buyers and loyalist of Vail. KAABOO: WHO ATTENDS? THE KAABOO-VAIL EXPERIENCE •Music performances: 12p.m.–10p.m. •Move indoors for late night comedy & dance •360˚ Experience with Vail Village. •Inclusionary: KAABOO looks to partner with local businesses, chefs, restaurants, art galleries KAABOO: THE COMPLETE EXPERIENCE KAABOO: PHASED APPROACH TO CONTRUCNTION TO LESSEN VRD IMPACT KAABOO: PHASED APPROACH FORD PARK FIELDS West field: 8/13 – 8/20 Middle field: 8/13 – 8/20 East field: 8/10 – 8/23 TENNIS COURTS Courts #1 - 2: 8/10 – 8/23 Courts #3 - 4: 8/17 – 8/21 Courts #5 - 8: 8/15 – 8/21 VOLLEYBALL COURTS 8/13 – 8/22 RUGBY FIELD 8/13 – 8/22 VAIL VALLEY DRIVE BIKE PATH (GOLDEN PEAK AREA TO THE EAST) Min closure 8/18–8/20 / Max 8/16– 8/20 KAABOO: VENUE PHASING •Collaboration between LeGrows, Inc., VVF, and VRD •Proven turf protection system: •Washington DC Presidential Inauguration •New York Mets •Operational design to eliminate risk exposure •Weather and worst case considerations •Town Of Vail and Vail Rec District to also hire its own third party turf consultant to evaluate our proposed plans and best practices COMMITMENT : TO PROTECT AND PRESERVE THE FORD PARK GROUNDS TURF PROTECTION •Milwaukee Brewers •Philadelphia Eagles TURF PROTECTION •Image on previous slide is of Dicks Sporting Goods Stadium with turf protection system (MATRAX) used to cover field for the PHISH concert. Image on this slide taken days after concert event was concluded. •VVF/KAABOO will cover 7+ acres of Ford Park (softball fields & Rugby field) with a turf protection system like MATRAX. APPLY LEARNINGS FROM PREVIOUS EVENTS AND COMBINE WITH KAABOO TRAFFIC AND TRANSPORTATION TEAM •Work with local authorities and lodging partners to minimize congestion. •Bus and shuttle transportation solutions & paid parking options to ticket buyers. YEAR ONE •Assuming 14,000 total attendees per day year 1 and using 70% destination guest, 30% locals (locals defined as guests within 60 mile radius of Vail and using industry standard of 2.6 ppl per car, we estimate 4,300 cars need to be accounted for (2,700 destination guests w/ cars + 1,600 locals w/ cars). •Approximately 2,350 parking spots in VV & LH parking structures (locals). •There are over 3,000 parking spots tied to paid Vail lodging (destination guests). •350 spots allowable on frontage road. •Understanding that Vail will have guests in town but not attending KAABOO, additional spots will be needed (park & ride locations) outside of Vail with robust bus/shuttle service into Vail. •Traffic Management and Parking Plan will be in place. AS THE EVENT GROWS •Utilization of the above listed parking assets, plus a more detailed discussion required between organizer and community/regional stakeholders; including ECO, EGE, Down-Valley Partners, Summit Cty, etc. As the event grows more off site parking will be secured with guests brought to Vail VIA motor Coach. KAABOO: TRANSPORTATION AND PARKING AN EVENT SCALED TO OUR COMMUNITY ATTENDANCE •Year One: At 13-15,000 people per day, KAABOO-VAIL will be 33% smaller than daily attendance at GoPro Mountain Games. •Year Five: At 30,000 people per day, this is 4,200 people more than the busiest day in Vail during the 2015 AWSC’s and ~10,000 fewer people than what Vail sees on July 4th. LIFE OF PROJECT •Like most projects VVF embraces, we feel they should have a long life because of the value for our community and our mission. •Organizers are requesting an initial,10 year agreement to host KAABOO in Vail. This agreement would have specific, for cause, contractual opt out (termination) rights. KAABOO: PROJECTIONS KAABOO IS A SCALABLE CONCEPT VVF HAS MET WITH COMMUNITY ORGANIZATIONS AND BOARDS IMPACTED BY KAABOO-VAIL MAY 30 VAIL REC DISTRICT BOARD MEETINGS MAY 26, JUNE 9 & 23, JULY 14 VAIL TOWN COUNCIL MEETINGS JUNE 7 & 20, JULY 5 & 19 VVF MEETING WITH VHA TO ADDRESS ACCESS AND CONCERNS JULY 5 VVF PR TO SEND INFORMATIONAL OUTLINE OF EVENT VENUES TO HOMEOWNERS, HOTELIERS AND BUSINESS OWNERS JULY 2016 TOWN OF VAIL FINAL DECISION JULY 19 VVF TO HOST TOWN HALL PUBLIC FORUM MEETINGS IN VAIL on MAY 26, JUNE 16 & JULY 7 MAY 26 - JULY 19 KAABOO-VAIL HOSTED TOWN HALL PUBLIC FORUMS (2) MAY 26 VVF AND KAABOO TO WORK CLOSELY WITH TOV AND VRD STAFF ON ALL ASPECTS OF EVENT PLANNING Ongoing KAABOO: THE NEXT TWO MONTHS KAABOO-VAIL PROPOSAL: •KAABOO-VAIL is requesting a 10-year agreement not 20. •Event will welcome an audience with a proven track record of good behavior. •Event will uphold the values and high standards of the VVF and the Vail Valley community. •KAABOO at 15,000 ppl per day and up to 30,000 ppl per day is not too big for Vail. We have the bed base in the valley, dates in Aug are a need period, traffic and parking engineering and management plan will be executed. •VVF has adjusted its event perimeter & site plan to eliminate use of/impact on the lower bench of Ford Park, Betty Ford Alpine Gardens, Education Center & Museum (school house). •VVF has agreed to Vail Town Council request made on May 17, to extend decision time line from mid June to July 19 allowing for a longer public comment period •KAABOO-VAIL is the type of event Vail has been looking for and is the appropriate brand fit for Vail. KAABOO: POINTS OF CLARIFICATION Thank You PREPARED BY