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HomeMy WebLinkAbout1.a. 2016-11-02 CSE Agenda Minutes DRAFT DRAFT COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, November 2, 2016 @ 8:30am AGENDA: Meeting materials can be accessed at the following link: http://65.38.144.10/WebLink/0/fol/346305/Row1.aspx CSE Members Present: Mark Gordon Kim Newbury Rediker Shenna Richardson Marco Valenti Alison Wadey CSE Members Absent: Barry Davis TOV Staff Present: Laura Waniuk, Event Liaison Specialist Kelli McDonald, Economic Development Manager Ernest Saeger, Special Events Coordinator Others Present: Peggy Wolfe, Highline James Deighan, Highline Missy Johnson, Highline Joy Williams, Events – City of Manitou Springs Brooke Skjonsby, Vail Resorts Robin Litt, Vail Jazz John Knight, The America Cup Sandra Perrig, Vail Valley Partnership Helene Mattison, Kids Adventure Games Jen Mason, Vail Valley Foundation Beth Pappas, Vail Rec District Colleen Davis, Vail Centre Ross Iverson, Vail Centre CSE Vice Chair, Mark Gordon, called the meeting to order at 8:37am. Administrative Items CSE Minutes November 2, 2016 Page 1 of 7 Approval of the Minutes of the CSE Special Meeting on October 26, 2016.  Motion to approve the minutes of the CSE Special Meeting on October 26, 2016 as presented. M/S/P: Rediker/Valenti Unanimous. The motion passed 5-0 Review financials: Refer to the spreadsheet. Waniuk noted Kids Adventure Games received a net promoter score of 90. Waniuk also stated that 95% of their attendees were from Colorado. Waniuk noted that Gourmet on Gore received a net promoter score of 69. Waniuk noted Outlier Offroad Festival’s net promoter score was 43 which was probably due to a smaller sample size and feedback such as longer demo and gondola hours. Waniuk noted that our economic impact is about $24 million with only ¾ of 2016 event surveys finished. Waniuk noted that Vail Jazz received a net promoter score of 90. Gordon suggested sending out a press release once the final economic impact number is obtained to show the return of events in our community. Waniuk noted that the final economic impact number will be received after RRC presents final results in February 2017. Gordon noted that $24 million is a great return on the $1 million that CSE funds to events. Gordon asked Waniuk to highlight new events in presentation for VLMDAC. Report on 1st/2nd reading of TOV Budget. McDonald noted that the budget passed unanimously. Reminder: Meeting Reminders: CSE 2017 Allocations to be presented to VLMDAC on Thursday, November 17 by Mark Gordon. CSE 2017 allocations to be presented to Town Council on Tuesday, December 6. Waniuk noted it would be great if any other CSE members could attend the November 17th presentation to VLMDAC. Waniuk noted that the strategic plan is the same as last year and will be updated next year. Waniuk noted the 2016 successes of the CSE and asked CSE for feedback. Richardson suggested adding the ROI data to the presentation. Reminder: Application Deadline and Interview Dates for CSE Applicants: Interviews at Town Council Work Session on Tuesday, December 20. Deadline for letters of interest due to the Town Clerk, Patty McKenny, by Friday, December 9. o CSE members whose terms expire on December 31, 2016 are Barry Davis, Mark Gordon, Marco Valenti & Alison Wadey. Shenna Richardson and Mark Christie will not finish out their terms (through 2017). 2017 Fireworks funding allocation: Total budget of $52,015 a. Vail America Days – 65% of funding = $33,810 b. Vail Holidaze – 35% of funding = $18,205 CSE Minutes November 2, 2016 Page 2 of 7  Motion to approve 2017 fireworks funding allocation as written. M/S/P: Richardson/Rediker/Unanimous. The motion passed 5-0  Motion to Approve Event Name Change for 2017 “Vail Holidaze” to “Vail Holidays” Waniuk explained the decision due to new and different event producers which do not co-promote the events anymore. Waniuk also noted the change to “Vail Holidays” would better fit the event’s market and demographic. M/S/P: Rediker/Richardson /Unanimous. The motion passed 5-0 Discussion: Vail International Folk Art Market. Gordon explained that the CSE needs more clarity about event and budget in order to provide a recommendation to Council. Gordon stated the requirement of Vail Recreation District (VRD) support must be met before recommending the event to Council. Deighan stated that they have done everything and more than they were asked to do in contacting the VRD. Deighan noted his in person meeting with Rabinowitz who told him that the dates were available . Deighan noted that he and Wolfe met with Mike Ortiz (VRD) to discuss event details. Deighan said Ortiz was going to write a letter of approval to the Town of Vail. Gordon noted that the VRD board of directors meeting is November 10th. Deighan noted that he doesn’t understand the issue with field approval and that it is just grass. Deighan said the process needs to change and there is a possibility of losing producers like Highline in the Town of Vail. Wadey noted that the CSE recognizes the need for better policy and communication with the VRD. Wadey suggested that the CSE should have meetings with VRD similar to their joint meetings with VLMDAC. Gordon asked for potential attendance numbers. Deighan noted it is a first year event and estimates are 4,000 – 5,000 per day not including locals. Deighan noted that a majority of attendees come from out of town. Gordon asked for ticket pricing. Deighan said $10 which is a charitable donation to be allocated to local charities and to the International Folk Art Alliance as a requirement. Gordon noted Santa Fe’s ticket prices are higher. Deighan noted there is a Friday night gala that costs $250 and a Saturday morning early opening ticket that is $90. Deighan noted there is a lot more to do at the event and in Vail outside of the event. Deighan noted their plan to infiltrate the town with ancillary events that will be paid and free. Gordon asked about cooperation with the Farmers’ Market & Art Show and Solaris. Deighan said they would be producing concerts/entertainment throughout the weekend in Solaris with cultural acts that represent the festival. Deighan said yes they would propose putting a pause on Farmers’ Market & Art Show for that weekend. Deighan noted the field activation is 8-10 hours and the desire to send people to town once the vendors close. Gordon noted that he could make the argument that the Folk Art Market could benefit from the Farmers’ Market & Art Show crowd. Deighan believes that the Farmers’ Market & Art Show guest is not the same customer. Gordon suggested they work with the Farmers’ Market and Art CSE Minutes November 2, 2016 Page 3 of 7 Show. Deighan said no it is not the same guest or audience. Deighan noted a meeting with the IFAA Executive Director that there is real concern that the event will be lost mainly because the artists do not have time to produce their product. Valenti asked for a range of product price points at the Santa Fe market. Deighan said it can be $25 up to $15,000. McDonald noted that there is a lot of feedback that was captured in the meeting minutes of October 26 to keep the Farmers’ Market & Art Show for August 20. Gordon noted the demographic of the Farmers’ Market and Art Show and the annual household income is huge from the survey results and research. Wadey asked if the event would move forward with funding and the Farmers’ Market & Art Show taking place. Deighan said physically it wouldn’t work due to their plan with Solaris activation. Deighan said there is a possibility to create a scaled down version of the Farmers’ Market & Art Show. Wadey noted that she is ok with Farmers’ Market & Art Show skipping that date. Deighan noted he is potentially open to discuss cooperation. Deighan asked how many days the Farmer’s Market & Art Show takes place. Waniuk noted it is 16 weekends. Gordon noted the continuity and awareness of the Farmers Market & Art Show customer. Deighan agreed they are valid but to have this event done right they don’t want to sabotage their own efforts. Rediker noted that she feels Highline should have spoken with VRD board of directors and the Farmers’ Market & Art Show in March. Deighan stated that he feels he is the authority of what works and doesn’t work in the Town of Vail and that Highline has done everything that is asked of them. Deighan noted that Highline will not turn a profit in the first 1-2 years for this event. McDonald asked to get the topic back on track. Gordon confirmed that the ticket price is what raises the funds of $150,000 to give back to a local charitable organization. Deighan noted that $20,000 is spent on every artist that comes to town. McDonald asked if the $150,000 could be pulled out of the $500,000 funding request. Deighan said no, the $500,000 does not include the $150,000 charitable contributions. Gordon noted that the 2015 Alpine World Ski Championships was a one off funded allocation and this event is an annual ask. Gordon noted that $500,000 is the highest ask for any ongoing event. Deighan stated again that the $500,000 is non-negotiable and the event will not happen without it. Gordon asked if there is potential to raise more revenue through sponsorships. Deighan noted there are but the Town of Vail benefits the most than any other entity. Gordon asked if they proposed $400,000, is it worth taking it to Council. Deighan said no, it is not worth it. Deighan apologized to Rediker for being short. Gordon asked if Highline is on the VRD agenda for November 10th. Rediker confirmed that they are. Gordon asked if there are four people approving a recommendation to Council as the plan and funding currently stands for the event. Wadey stated she is in favor. Waniuk clarified that what is being proposed is the $500,000 recommendation to Council. Rediker stated that if we want this event they need to recommend at $500,000. Rediker stated it is not the CSE’s job to get VRD approval and to cooperate with the Farmers’ Market & Art Show. Valenti seconded Wadey’s move to fund at $500,000. Valenti noted that the event does have a robust cultural aspect. Deighan noted they have asked IFAA to add Vail to the event name. McDonald asked if the event name includes Market or CSE Minutes November 2, 2016 Page 4 of 7 Festival. Deighan noted the name is the International Folk Art Market and there is a third name that is used including Festival. Gordon noted there is a motion from Wadey to recommend to Council at $500,000 with condition that the VRD board of directors approves it. Wadey asked when and what time Highline is on the VRD agenda. McDonald noted we don’t know yet and that presentation to council will be in conjunction with CSE allocations on December 6th.  Motion to recommend to Town Council the funding of $500,000 to the International Folk Art Market. M/S/P: Wadey/Valenti/Richardson opposed. The motion passed 4-1. Event Recap: *motion to release final funding disbursement required FIPS Mouche Fly Fishing World Championships Please see presentation for further details. Knight thanked the CSE for the support. Knight stated there were three successful aspects of the event; water, ceremonies, and expectations. Knight noted a film of the event is currently being edited and will be available this winter. Knight stated that there were 25 countries represented and over 400 participants. Gordon noted the wish to have it every year. Knight noted that the event comes to America every 10-12 years. Waniuk asked if Knight will request funding for 2018. Knight noted he is going to Prague to develop a junior global initiative regarding fishing and conservation and if successful, yes possibly will ask for funding for an event in Vail for 2018  Motion to approve the final funding distribution for FIPS Mouche Fly Fishing World Championships M/S/P: Richardson/Valenti /Unanimous. The motion passed 5-0 Event Recap: Hot Summer Nights Concert Series Please see presentation for further details. Mason noted the decline in attendance in 2015 due to weather but attendance was back up in 2016, although still not tracking to 2014 numbers. Mason noted that 2017 is going to look back to 2014 acts and urged the need for bigger names. Mason noted that July 4th is a Tuesday and there will not be a Hot Summer Nights concert. Mason noted no urban dance challenge in 2017 and the Vail International Dance Festival will add an extra free dance show. Mason noted Crazy Mountain Brewing has re-signed for 3 years. Richardson said yes big names help and maybe not necessarily all concerts need to be big names. Mason noted that all GoPro Mountain Games concerts will be held at the Gerald R Ford Amphitheater and that Hot Summer Nights may start a week later. CSE Minutes November 2, 2016 Page 5 of 7 Event Recap: *motion to release final funding disbursement required Vail Centre Please see presentation for further details. Iverson asked to provide input and suggestions on the event recap template format for Education and Enrichment events. Then Iverson suggested the increase of the Education & Enrichment funding budget from $150,000 to $350,000 or $500,000. Gordon asked to have the discussion at a future CSE meeting. McDonald said yes. Iverson said he is willing to draft something as well. Richardson noted his input is appreciated. Iverson noted that in 2017 they will send surveys out immediately following each program which will increase response rates. Iverson said they would like to get more people out on the mountain and to include outdoor classes. Gordon noted that the funding was granted before their event recap was presented and noted that the CSE increased funding over 2015. Iverson asked what the amount is. Waniuk noted it is $58,500.  Motion to approve the final funding distribution for Vail Centre M/S/P: Wadey/Richardson /Unanimous. The motion passed 5-0 Event Recap: *motion to release final funding disbursement required Gourmet on Gore Please see presentation for further details. Deighan noted the reason to ask for more funding and noted the $23,500 in staff increase due to increased footprint size. Rediker noted business comments that the layout was much better this year and appreciated. Deighan noted their cooperation with the Farmers Market on expanding to the International Bridge and possibly extending to the Gore Creek Promenade. Gordon noted that the CSE funding allocation noted the desire for Gourmet on Gore to expand to the Gore Creek Promenade.  Motion to approve the final funding distribution for Gourmet on Gore M/S/P: Wadey/Valenti /Unanimous. The motion passed 5-0 Event Recap: *motion to release final funding disbursement required Oktoberfest Please see presentation for further details. Deighan noted their increase in staff and marketing and advertising line item increase including social media and digital aspects. Gordon noted that the CSE did increase funding for Oktoberfest and Gourmet on Gore for the first time.  Motion to approve the final funding distribution for Oktoberfest CSE Minutes November 2, 2016 Page 6 of 7 M/S/P: Wadey/Valenti /Unanimous. The motion passed 5-0 Event Recap: *motion to release final funding disbursement required Vail Kids Adventure Games Please see presentation for further details. Mattison noted they sold out faster than they ever have with an increased participant number. Mattison noted that the US Forest Service gave them access to mid-Vail and VR gave access to the Gondola. Mattison noted the change in the expert course and that the goal is to grow it into a national championship. Mattison noted their desired shift toward digital marketing and social media in 2017. Richardson noted the great growth through changes and additions. Mattison noted the desire to start the skills clinics elsewhere and may be outgrowing Kids Sport. Rediker noted the great net promoter score of 90 and the brand fitting with Vail for families and kids. Mattison noted they may add programs and events for disabled kids in 2017.  Motion to approve the final funding distribution for Vail Kids Adventure Games M/S/P: Rediker/Richardson/Unanimous. The motion passed 5-0 Event Recap: via e-mail/in-meeting packet Vail Beaver Creek Restaurant Week Valley Tastings Vail Valley Cup Soccer Please see presentations for further details. New Business and Community Input: McDonald noted the CSE presentation to the VLMDAC will be around 8:40am on November 17.  Motion to Adjourn at 10:07 a.m. M/S/P: Rediker/Richardson /Unanimous. The motion passed 4-0 (Wadey absent). CSE Minutes November 2, 2016 Page 7 of 7