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HomeMy WebLinkAbout1.a. 2016-08-03 CSE Agenda Minutes DRAFTCSE Minutes August 3, 2016 Page 1 of 5 DRAFT COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, August 3, 2016 @ 8:30am AGENDA: Meeting materials can be accessed at the following link: http://65.38.144.10/weblink/0/fol/346302/Row1.aspx CSE Members Present: Barry Davis Mark Christie Mark Gordon Kim Newbury Rediker Marco Valenti Alison Wadey CSE Member Absent: Shenna Richardson TOV Staff Present: Laura Waniuk, Event Liaison Specialist Kelli McDonald, Economic Development Manager Ernest Saeger, Special Events Coordinator Others Present: Mac Garnsey – Vail Valley Foundation Brook Skjonsby – Vail Resorts Missy Johnson – Highline Peggy Wolfe – Highline Duncan Horner – Vail Valley Foundation Beth Slifer – VLMDAC Mark Herron - VLMDAC CSE Chair, Barry Davis, called the meeting to order at 8:35 am. Administrative Items Approval of the Minutes of the Joint Meeting with the VLMDAC and the CSE Regular Meeting on July 6, 2016  Motion to approve the minutes of the CSE Meeting, July 6, 2016 as presented. M/S/P: Wadey/Valenti/Unanimous. The motion passed 6-0 CSE Minutes August 3, 2016 Page 2 of 5 Review financials: Refer to the spreadsheet Waniuk pointed out that GMG has the largest economic impact of 2016 events thus far. Waniuk noted their NPS is 76 and average event NPS is 66. She also noted that out of seven events that have been surveyed in 2016 there has been a total of $12M impact. Reminder: Tuesday, August 9 @ 8:00 am: Joint Meeting with the Vail Economic Advisory Council (VEAC) All but Valenti indicated that they will make the VEAC meeting on 8/9. Wadey pointed out that the Community picnic is next Tuesday 8/9, 11:00am at Donovan. Review Presentation for VEAC meeting Gordon suggested to leave in the Town Council slide but do not review it in joint meeting with VEAC. Rediker suggested removing the Town Council Action Plan slide. Waniuk began the presentation with the Strategic Plan and CSE Purpose. Gordon pointed out the CSE is not focused on reducing the quantity of events but instead continue to improve quality of events. Christie stated that improving quality is the key point. Waniuk discussed the 2016 CSE Strategic Commitment focusing on cultural, recreational, and community events. Davis asked to highlight changes in the 2017 RFP packets. Wadey asked what is being done to attract other events and suggested we ask the VEAC on ideas how to attract other events. Wadey suggested that we add the competitive resort analysis to packet. Davis said it’s not the job of the CSE to actively recruit, but they can focus on brainstorming and executing new ideas on how to get the RFP in front of new eyes and outlets. Gordon stated there is not a part in the presentation for the CSE to ask the VEAC what their favorite events are, discuss other events in different communities, and what the CSE is doing right/wrong. Rediker asked do we have the right number of events. Do we have too many? Davis asked to add a final page with discussion topics to presentation to VEAC. Event Liaison Marketing Update Please see presentation for further details. Waniuk stated that Restaurant Week improved Facebook following by 50% and their media planning will be complete in August. Waniuk stated that Vail/Beaver Creek Restaurant Week received $14k in 2015 vs $11k in 2016. Waniuk stated that Top Shelf will kick off during restaurant week and be an opening happy hour. Waniuk added that Top Shelf will be a casual event with the addition of breweries. Event Recap: *motion to release final funding disbursement required GoPro Mountain Games* (Vail Valley Foundation) Please see presentation for further details. Horner stated it is the 15th year of GoPro Mountain Games. Horner noted that there was a significant increase in occupancy rate. Horner suggested that the difference in attendance between their survey and RRC’s was that the Vail Valley Foundation’s included events in Eagle and Red Cliff for a total attendance of 67k. Horner stated that there was a lot more out of state visitors due to their Athlete ambassadors from out of CSE Minutes August 3, 2016 Page 3 of 5 state. He noted that the gender breakdown stood out because historically GMG has been male dominated but the increase in female attendance in 2016 was possibly due to Yoga Girl addition. Horner noted that the largest participatory events are biking and running. The VVF will continue growing their brand ambassador program and gave example of Yoga girl on Instagram. The move to Enthusiast Network and Grind TV allowed GMG to reach a larger, broader, and international audience. Horner stated that an RFP for the 2017 GMG Media rights is out to 5 or 6 media companies. Horner stated that they are looking into Snapchat to reach the demographic under 25. Horner highlighted that 57% of attendees have come in the past, 43% don’t visit Vail in the winter, 78% of people stayed in Vail, and 86% are likely to return. Horner said that the VVF is going to continue driving more music entertainment, specifically at the Amphitheater. Horner suggested changes for next year include a facelift for athlete events such as Ultimate Mountain Challenge, Half Marathon, and possibly others The VVF is working on a new website, app, on-site signage, and brand ambassadors for 2017 as well. Horner stated that the goal is to be the ultimate mountain, music, and lifestyle event in the world. Christie stated that the event brings locals back and it’s when summer begins. Valenti asked if more growth is coming to Golden Peak and Lionshead Village. Garnsey stated that Lionshead Village activation was a huge success and their partners loved the location. Garnsey stated they are already discussing a family area in Lionshead Village with potential partners. Wadey stated Lionshead businesses were very happy and that only four businesses were closed. Garnsey said there needs to be other transportation options outside of buses between the Vail Village and Lionshead Village. Horner stated the awareness needs to be higher about the activation in Lionshead Village. Rediker asked about Yoga/family events in Lionshead Village. Garnsey said they would look at it. Gordon repeated that the Lionshead Village activation was a success. Davis asked that because of the success, could the event be extended over two weekends. Davis heard feedback that more fishing activation and a photo competition are desired. Davis suggested more spectator friendly events like dock dogs and slackline. Garnsey agreed that they are working on new spectator friendly events. Rediker clarified the funding amount to be released. Funds to be released pending payment of vendor’s sales tax.  Motion to approve the final funding distribution for GoPro Mountain Games pending receipt of sales tax balance from vendors. M/S/P: Wadey/Christie/Unanimous The motion passed 6-0 VLMDAC Considerations for Events, Programming and Promotion Please see presentation for further details. Herron presented task force findings which studied event dates and demographics to support CSE strategy through analysis and financials. Herron stated that the profile of guests is a majority from the Front Range and the focus should be Coloradans fin May and October. Herron said the Task Force Identified the greatest potential upside dates by using data from Destimetrics. Spring and fall are the recommended opportunity CSE Minutes August 3, 2016 Page 4 of 5 dates. Herron asked the question, do we grow events or bring in more? Herron suggested it is better to grow during week which will increase occupancy and retail tax. Herron suggested that promotors need to increase attendance through new spectator friendly events which would bring in broader demographics. Herron stated that home grown events are the best examples such as GoPro Mountain Games. Herron suggested that the CSE review the report analyzing what eight other mountain towns are achieving through events. Herron stated that Whistler just finished Wanderlust and it is the largest event in Vancouver. Herron stated that new event selection criteria are events that support the Vail brand and our demographics. Herron stated that the VLMDAC is not the special events board and that they are here to support the CSE through marketing. Davis asked if a new event could be funded by VLMDAC. Herron said yes and that the VLMDAC’s objective is to provide support through analysis and marketing, not parking, operations, etc. Davis stated that this is very supportive. Davis asked Task Force presentation to be included in packet for VEAC joint meeting on August 9. Wadey suggested reaching out to Ed Fest producers to convince them to move to Vail. Davis suggested a second event or similar event to Ed Fest at a need time. Rediker stated that we should talk with potential event properties and sites to discuss possible dates that they are open for an event to avoid any conflicts. Waniuk stated that it is the event producer’s duty to secure the facility before submitting RFP. McDonald stated that Saeger is meeting with local properties to start discussion. Christie thanked the VLMDAC for providing hard data and a report. Herron stated that we all should work together. Herron stated the idea that Vail was here first, you were here second, referring to residents and businesses who may object to new events. Wadey thinks that all groups should come together and have a consistent communication to change the culture. Herron suggested a presentation to Town Council with those talking points. Slifer stated that Herron should present to Town Council and add explanation of the growth of GoPro Mountain Games as an example to extend to two weekends. Slifer stated that the GoPro Mountain Games is the perfect example of collaboration with the TOV, public works, and local community. Gordon stated that VEAC joint meeting should focus on the task force report. Herron cannot make it to joint meeting. Waniuk stated that Vail passed on Wanderlust because many years ago Yoga was not that big and the promotor asked for $100k from the town. Waniuk stated that a CSE person should be present with Herron if presented to Town Council. Gordon wants a quick communication method if and when the CSE were to ask for financial support from the VLMDAC. McDonald stated that VLMDAC presents the 2017 Operating Plan to the Town Council on September 20th and that highest level is $100k for events in the proposed 2017 budget. Wadey asked why the Town Council won’t give the CSE $100k more. McDonald stated that VLMD is a separate account from general fund. Gordon stated that the CSE needs a reserve that is not allocated and is held in reserve for a potential new event. Slifer stated that the potential funding from VLMDAC is not seed money, it is marketing money. Gordon stated that the CSE had thought about asking for $75-$100k as a reserve fund a couple years ago, but they took the ask out because other items took priority. McDonald stated staff will likely propose a 1% increase in budget discussions. Gordon asked if there was time to ask this year for the reserve fund. McDonald said in past years the CSE would bring a new event to CSE Minutes August 3, 2016 Page 5 of 5 Town Council to fund instead of having a reserve for CSE. McDonald said yes there is time if done quickly. DestiMetrics Vail Event Calendar Overlay Report McDonald explained the new event overlay reports that DestiMetrics provides. Waniuk stated that instructions to access the Destimetrics reports are in packet. Waniuk provided an example of the report and stated that you can see the peaks and valleys of hotel occupancy on the calendar at certain times of the year. McDonald stated that the report is updated every month and it is another tool for RRC and the CSE to measure events. New Business and Community Input Skjonsby stated that 2016 Snow Daze will not be part of America’s Opening Weekend event. She stated that budget concerns and sponsor alignment are the reasons. Skjonsby is confirming with Chris Jarnot that the Snow Daze dates are December 9-11, 2016. Skjonsby stated that SKADI Fest will return to Vail on January 19-21, 2017. Skjonsby added that CarniVail will return again on February 25-28, 2017. Skjonsby said that a Spring Back return will depend on budget finalization. Skjonsby confirmed that Snow Daze is happening in 2016 with Highline. Skjonsby suggested that Vail Resorts may partner with VVF on America’s Opening Weekend in 2017. Waniuk stated she will email the America’s Opening Weekend presentation to the CSE. Gordon asked for discussion a reserve fund. Wadey suggested learning more about where the money is coming from and the process. McDonald stated that it would be hard to convince Town Council. Gordon referenced Spring Back to Vail receiving $116k from Town Council. Gordon stated that CSE should create criteria on when and how this reserve fund could be used. Davis suggested that Town Council would prefer the current process. Rediker stated that the Kids Adventure Games is seeking volunteers and that it is a great opportunity to see the ins and outs of an event.  Motion to Adjourn at 10:12 a.m. M/S/P: Valenti/Rediker/Unanimous The motion passed 6-0