HomeMy WebLinkAbout2.b. 2016-12-07 CSE Agenda Minutes DRAFT DRAFT
COMMISSION ON SPECIAL EVENTS MEETING
Vail Town Council Chambers
Wednesday, December 6, 2016 @ 8:30am
AGENDA:
Meeting materials can be accessed at the following link:
http://65.38.144.10/WebLink/0/fol/346307/Row1.aspx
CSE Members Present: Mark Gordon
Kim Newbury Rediker
Barry Davis
Marco Valenti
Alison Wadey
TOV Staff Present: Laura Waniuk, Event Liaison Specialist
Kelli McDonald, Economic Development Manager
Ernest Saeger, Special Events Coordinator
Others Present: Caitlin Murray, Bravo! Vail
Jennifer Teisinger, Bravo! Vail
Beth Pantzer, Bravo! Vail
Carly West, Bravo! Vail
Lisa Mallory, Bravo! Vail
Brooke Skjonsby, Vail Resorts
Martha Brassel, Vail Valley Foundation
Martin Nieves, Vail Valley Foundation
Shelley Woodworth, Vail Valley Foundation
Sandra Perrig, Vail Valley Partnership
Liz Campbell, Betty Ford Alpine Gardens
Mike McCormack, Outlier Offroad Festival
Cindy Bellenger, Say No More Promotions
Owen Hutchinson, Vail Jazz
Christin Fergus-Jean, Vail Jazz
Robin Litt, Vail Jazz
CSE Chair, Barry Davis, called the meeting to order at 8:32am.
CSE Minutes December 6, 2016 Page 1 of 8
Administrative Items
Approval of the Minutes of the CSE Meeting November 2, 2016
Motion to approve the minutes of the CSE Special Meeting on October
26, 2016 as presented.
M/S/P: Valenti/Rediker Unanimous. The motion passed 4-0 (Gordon absent)
Review financials: Refer to the spreadsheet.
Waniuk noted that Snow Daze and Holidaze still needs to present an event recap
which will occur in 2017. Waniuk noted that GoPro Mountain Games still has
one outstanding vendor to pay sales tax.
Reminder: Meeting Reminders: CSE Deadlines & Meeting Reminders:
Application Deadlines and Interview Dates for CSE applicants: Interviews at
Town Council Work Session on Tuesday, Dec. 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 and Alison Wadey.
Shenna Richardson and Mark Christie will not finish out their terms
(through 2017).
Event Recap:
*motion to release final funding disbursement required
Vail Jazz Festival
Please see presentation for further details.
Hutchinson noted they had a 5% attendance increase. Hutchinson noted the
increase was mostly due to digital marketing efforts targeting the 35 – 55 year old
audience. Davis asked what digital offerings are the best. Fergus-Jean said
they received a Google ad words grant that was very successful. Davis
suggested relaying this information and idea to other events. Hutchinson noted
their net promoter score was 90% which was maintained by a healthy mix of
programming and offering events for all different attendees. Valenti asked how
Mountain Plaza worked as a venue. Hutchinson said it worked great noting the
capacity and F&B were ideal. Hutchinson said that the cost was very high and
they may or may not use it in 2017. Davis asked for 2017 highlights. Owen
noted their winter series at the Sonnenalp which includes four performances
including Latin and Brazilian artists. Hutchinson noted that a few grammy
nominated artists will be coming in 2017. Davis asked for winter ticket pricing.
Hutchinson noted $35.
Motion to approve the final funding distribution Vail Jazz Festival
M/S/P: Valenti/Wadey/Unanimous The motion passed 5-0
CSE Minutes December 6, 2016 Page 2 of 8
Event Recap:
*motion to release final funding disbursement required
Bravo! Vail
Please see presentation for further details.
Teisinger noted they hire their own third party data collection company called
Corona. Davis asked if their data was shared with staff. Teisinger said yes.
Davis said it would be interesting to compare RRC’s survey results with Corona’s
survey results. Davis asked if the $10 million economic impact is Corona or
RRC. Teisinger noted that it is Corona. Davis noted the film making idea is
awesome and could be a great collaboration. Gordon noted he loved the
direction of the free smaller satellite concerts that are expanding their event
impact such as Bravo! Vail Afterdark at Vail Ale House which reaches a new
demographic.
Motion to approve the final funding distribution for Bravo! Vail
M/S/P: Valenti/Wadey /Unanimous The motion passed 5-0
Event Recap:
*motion to release final funding disbursement required
Vail Dance Festival
Please see presentation for further details.
Nieves noted the Hot Summer Nights dance night drew 2,800 people. Nieves
noted that 9,000 individuals come through Vail for Vail Dance Festival. Nieves
noted that 92% of their attendees come just for the Dance Festival of which 52%
stay overnight. Nieves noted they were able to bring their average age down
from 60 to 54 and their goal is to continue to bring that number down. Nieves
noted they do their own recap through Intercept Insight. Nieves noted the
difference in NPS between the two surveys; 70 from RRC compared to 90 from
Intercept. Davis asked why they had a difference in net promoter score from
2015 to 2016 of 89 and 70. Nieves noted a shorter calendar and more paid
performances. Nieves noted the RRC survey result of a $2.6 million economic
impact compared to Intercept Insight’s result of $3.6 million. Nieves noted they
would like to have live online streaming of their performances in 2017. Nieves
noted that they had performances in New York City in November. Nieves noted
they want to travel to other major cities to promote the Vail Dance Festival.
Davis noted that it is an awesome event and the best of the summer. Gordon
asked if there are any plans for 2017 yet. Nieves said there are but not
confirmed with info coming out soon.
Motion to approve the final funding distribution for Vail Dance Festival
M/S/P: Rediker/Valenti /Unanimous The motion passed 5-0
Event Recap:
CSE Minutes December 6, 2016 Page 3 of 8
*motion to release final funding disbursement required
Outlier Offroad Festival
Please see presentation for further details.
McCormack noted their demo vendors almost doubled in 2016. McCormack
noted they extended their partnership with USA Cycling to continue the event as
Rocky Mountain Regional Championships. McCormack noted the continued
cooperation with Vail Resorts. McCormack said it is their desire to make it the
GoPro Mountain Games with a very bike heavy flavor. McCormack noted they
want to include a music component and keep the purse at $25,000 in 2017.
McCormack said they would like to move towards making the races National
Championships. Davis said he received some feedback that the start times for
the Enduro were confusing. Wadey noted that Colorado is heavy in the
demographics and asked if that is the focus. McCormack said that the emphasis
is to push the event into a national and international event with the size of the
purse weighing on that heavily. Davis asked if the brands are pitching this event
as opposed to Outerbike or Dirt Demo. McCormack said yes they are but have
to push gently due to the industry relationships. McCormack said the goal is to
have the bike shop owner from St. Louis to come to Vail instead of Dirt Demo.
Davis noted that the public cannot attend Dirt Demo and they can attend Vail.
Wadey confirmed that RRC performed the survey. McCormack noted that 2017
dates will be 9/30 – 10/1.
Motion to approve the final funding distribution for Outlier Offroad
Festival
M/S/P: Rediker/Wadey /Unanimous The motion passed 5-0
Event Recap:
*motion to release final funding disbursement required
Farmers’ Market & Art Show/Farm to Table Dinners
Please see presentation for further details.
Mueller noted the attendance of over 215,000 and that business owners say it
brings in more revenue for them. Mueller noted the funding is used as marketing
for the event. Mueller said she can send links to review more info if needed by
CSE. Gordon asked if the number of vendors is changing. Mueller said they are
staying at the same number in 2017 and wants to make sure there is additional
space for attendees to sit, stand, and move around. Waniuk noted the
cooperation with Highline for Gourmet on Gore and Holidaze. Mueller asked
Highline if they can have the space to the bridge and will continue the
conversation.
Motion to approve the final funding distribution for Farmers’ Market & Art
Show/Farm to Table Dinners
M/S/P: 9:24 Rediker/Valenti /Unanimous The motion passed 4-0 (Davis
absent.)
CSE Minutes December 6, 2016 Page 4 of 8
Event Recap:
*motion to release final funding disbursement required
Betty Ford Alpine Gardens
Please see presentation for further details.
Campbell noted that they have taken action to capture guests’ information by
staff asking them to sign in via an iPad. Campbell noted that most of the people
surveyed were ticket buyers which tend to be locals. Campbell noted their goal
of having quarterly surveys because their programming occurs over the entire
year. Wadey asked for the number of people surveyed. Waniuk noted it was 28
due to delay in web survey and the lack of data collection. Wadey noted this
seems to be reoccurring with other events. Gordon asked if they have surveyed
visitors prior to this year. Campbell noted no they haven’t and it is very important
to do this moving forward.
Motion to approve the final funding distribution for Betty Ford Alpine
Gardens
M/S/P: Rediker/Valenti /Unanimous The motion passed 5-0
Waniuk noted that Top Shelf Harvest and Global Solutions Forum event recaps
cannot attend and their recaps are in the packet. Davis asked if Global Solutions
Forum provided feedback from the CSE funding meeting. Waniuk said yes and
he is providing marketing efforts and working towards opening it up to locals.
Event Recap:
*motion to release final funding disbursement required
Vail’s Top Shelf Harvest
Please see presentation for further details.
Motion to approve the final funding distribution for Vail’s Top Shelf
Harvest
M/S/P: Valenti/Wadey /Unanimous The motion passed 5-0
Event Recap:
*motion to release final funding disbursement required
Global Solutions Forum
Please see presentation for further details.
Motion to approve the final funding distribution for Global Solutions
Forum
M/S/P: WadeyValenti /Unanimous The motion passed 5-0
Recap Vail Recreation District Board Meeting (11/10)
Saeger noted that staff reviewed funding allocations, discussed VRD facility use
process, and are currently researching other towns field use agreements.
CSE Minutes December 6, 2016 Page 5 of 8
Saeger noted that a joint meeting between the VRD Board and CSE is scheduled
for February 23, 2017.
Final 2017 CSE Budget and Review of feedback from VLMDAC on Nov. 17 and
Vail Town Council on Dec. 6.
Waniuk noted to review minutes from Town Council meeting yesterday. Davis
noted their insight for them to understand the Kids Adventure Games to keep it
available to locals but to also draw out of town participants. Davis noted the
highlights of funding to Melee in the Mountain’s new demographic and Slow
Fashion Vail’s goal of environmental sustainability. Davis noted that Council
wanted a better understanding about how events will change if their funding
request is not met. Waniuk noted Kids Adventure Games breakdown of 777
racers of which 37% from Eagle County, 52% from Colorado, and 10% from out
of state. Gordon noted that this is the mix that Council wanted to see. Davis
noted this should be recirculated to Council. Wadey noted that it is hard to
provide the detailed data in the presentation manner. Waniuk will send
breakdown to CSE before passing on to Council. Rediker suggested providing
the info that skills camp was mid week which encourages them to come into town
earlier. Davis noted the challenge of the venue at Arrabelle discussed with
Council. Wadey noted that Foley read the entire packet which is awesome.
Wadey noted that any further information regarding Arrabelle should be relayed
to Council.
Discuss 2017 Event Surveys: Staff will recommend 2017 events to survey with
the independent event survey program contracted by the CSE. CSE to review
and approve the list.
Waniuk noted that although the budget is larger, we are performing fewer
surveys. Waniuk noted that we were delayed on surveys for a number of events
with responsibility laying on both sides. Waniuk noted that a lot of events require
custom web surveys. Waniuk noted the decision to not survey the Council
events because they do not fall into CSE budget. Waniuk noted that most
Council funded events perform their own survey. Waniuk said we are going to
work on survey content for Education & Enrichment events. Valenti asked why
Burton was still included. McDonald noted the large amount of funding of
$400,000 and that Burton pays for half of it. Davis would like to discuss that
Council provides the funding for this survey. Gordon asked how much we spend
on the survey for Burton. Davis noted that because of their attendance it is
probably high. McDonald noted they don’t break it out that way but they have
surveyors at the competition, expo, and concerts. Davis noted that we could
spend this money on other events that the CSE directly funds. Waniuk noted to
keep costs down and to get larger sample size , they could hand out cards with
URL at events with prize of hotel stays. Waniuk noted this is going to happen
with the Vail Yeti Hockey Club. Gordon noted that attendance numbers at Yeti
games could be enough and use the money on other events. Wadey noted that
they never ask for contact info at the games and they should do this this year and
CSE Minutes December 6, 2016 Page 6 of 8
then survey next year. McDonald agreed that we need to train the new events.
Wadey said it is important to see who is coming to these games and where they
are coming from. Waniuk noted that this is going out to the opposing team as
well to see who they are bringing with them from out of town. Waniuk noted she
has encouraged them to collect information and build a database. Gordon feels
there are events that are left off that need to be surveyed. Wadey noted that it
would be good to survey them to evaluate the CSE investment in year one.
Wadey noted that recurring events typically have the same information and
whether it makes sense to continue to spend the funds on surveying these
events. Waniuk noted that attendees will receive the survey card after
purchasing a ticket. Wadey said a prize of gift certificates or cash makes more
sense as opposed to lodging due to demographic. Rediker noted that the event
promoter should be responsible for the prize such as a season ticket. Wadey
believes we need to evaluate CSE’s decision to fund this event. Wadey noted
that Chapin thanked the CSE to fund the U16 Rocky Central Junior
Championships. Davis said yes we fund it due to our culture as a ski town.
McDonald noted Pink Vail is important because it continues to grow.
Taste of Vail: Waniuk confirmed we will be surveying the Rose event. Wadey
said we should ask Mueller to use her survey for the Lamb Cook-off.
Spring Back: Waniuk noted we can use 2016 data and no concert.
Melee in the Mountains: Gordon asked if we are surveying both spectators and
team list. Waniuk said yes both. Gordon asked if we need Intercept. Waniuk
noted it would be difficult to engage people during the event.
GoPro Mountain Games: McDonald noted that is a growing event and the CSE
is asking them to expand their Lionshead footprint. Gordon said they could ask
them to do it every other year. Wadey noted they have a robust survey
themselves. Waniuk said we will remove it from the survey list.
Farmers Market: Gordon noted the potential value to intercept because people
continually devalue the demographics at this event. McDonald noted that the
event hasn’t changed much and that Mueller does her own survey. Wadey noted
Mueller is performing follow up survey wi th Farm to Table Dinner attendees.
Vail Arts Festival: Wadey noted that events that required a lot of CSE discussion
should warrant a survey such as the Vail Arts Festival and Family Fun Fest.
Gourmet on Gore: Rediker asked if this event has changed that much. Waniuk
noted their expansion to Gore Creek Promenade in 2017. McDonald noted they
try to increase sponsorship so we can reduce our funding. Wadey asked if the
survey was done on Sunday of the event. McDonald said yes. Waniuk noted
that it was Sunday in 2016.
CSE Minutes December 6, 2016 Page 7 of 8
Automotive Classic: Wadey noted their future plans to have a gala and have an
auction which would be huge and believes the demographic of this person would
be good to have. McDonald asked if interest is gala attendee or guest in town
that are passing by. Gordon noted the web survey of the gala people. Davis
said he would rather spend on other events that draw more people to town.
Wadey noted we wouldn’t have to pay for gala data such as geographic and
demographic information.
Slow Fashion Vail: McDonald noted that RRC asked why are we surveying a
$5,000 event. Wadey agreed but we still don’t know what the event is going to
be. Davis believes that in year one it is a best practice to survey a new event
and attend if possible. Valenti asked if it is true that CSE is not to engage
attendees and ask them for opinion. Valenti noted this direction came from the
Town Attorney. McDonald said the idea is to note observations as opposed to
acting as a surveyor. Gordon said the direction during the funding process is
they were not to reach out to event promoters for input. Davis believes it is the
duty of the CSE to get the pulse of the event. Rediker agrees that first year
event should be surveyed and because we’re not sure what the event is going to
look like.
Global Solutions Forum: Davis noted that this is an event that the CSE should
try to attend in 2017. Wadey noted that 200 attendees were VMS students,
faculty, and their guests out of 350 total attendees. Wadey requested that they
break down their guests since it is a ticketed event. Waniuk is going to ask for
the breakdown.
New Business and Community Input
Gordon asked for more formal policy for large events. McDonald noted the
feedback from finance and Town Manager that the criteria would include multiple
boards and commissions and it is mainly the terminology such as having a
mechanism. Gordon asked if there will be definitive steps to communicate to the
event promoter. McDonald said yes exactly. Gordon noted he wants to make
sure there isn’t a 6 month delay for this process. McDonald agreed that is the
goal and noted that we are asking for feedback from Highline and the Vail Valley
Foundation.
McDonald noted that the Town Manager is resigning and the Council approved
the RFP process to recruit a consultant that would be selected on Dec 20th.
Motion to Adjourn at 10:35 a.m.
M/S/P: Rediker/Wadey /Unanimous. The motion passed 5-0
CSE Minutes December 6, 2016 Page 8 of 8