HomeMy WebLinkAbout4. CSE Strategic Plan 2018-2022 Draftv42018 - 2022 Strategic Plan
Commission on Special Events
Adopted on December TBD, 2017
This plan may be accessed at vailgov.com
Introduction
2 Town of Vail | CSE | Date TBD
The Town of Vail has consistently been a leader in the promotion and execution of
events that grow partner brands, generate revenues, and support causes both locally
and globally. The Commission on Special Events seeks and reviews innovative and
exciting proposals for Special Events that support the collective vision of Vail as the
world’s “Premier International Mountain Resort Community”.
Mission Statement
The Vail Commission on Special Events (CSE) is accountable to deliver an annual
Special Events Plan which ensures world class events and programs 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 Net Promoter Score
results that lead to future loyalty.
Contributors
3 Town of Vail | CSE | Date TBD
Commission on Special Events (CSE) Members
1.Barry Davis
2.Mark Gordon
3.Alison Wadey
4.Kim Newbury-Rediker
5.Rayla Kundolf
6.Samantha Biszantz
7.Marco Valenti
Economic Development Office
•Kelli McDonald, Economic Development Manager
•Laura Waniuk, Event Liaison Specialist
•Ernest Saeger, Special Events Coordinator
This is a revision of the 2013-2017 CSE Strategic Plan.
Adopted by the CSE: December TBD, 2017
Plan Review Process
4 Town of Vail | CSE | Date TBD
This strategic document was reviewed by the following entities:
•Town of Vail Event Review Committee on TBD
•Vail Economic Advisory Council on TBD
•Vail Local Marketing District Advisory Council on TBD
•Vail Town Council on TBD
Glossary of Terms:
•TOV – Town of Vail
•CSE – Commission on Special Events
•VEAC – Vail Economic Advisory Council
•ERC – Event Review Committee
•VLMD – Vail Local Marketing District (Town Council)
•VLMDAC – Vail Local Marketing District Advisory Council
•VCBA – Vail Chamber and Business Association
•VVP – Vail Valley Partnership
•VRD – Vail Recreation District
Ordinance
Objectives
5 Town of Vail | CSE | Date TBD
In 2002, the Vail Town Council approved legislation that created the Commission
on Special Events (CSE) in its current form. This ordinance reorganized the
existing CSE and set several broad objectives:
1.Stimulating the local economy
•Increase lodging and sales tax collections
•Increase number of visitors
•Insure that visitors have a high rate of intent to return
2.Create a sense of community in Vail and increase the quality of experience for
both guests and residents
3.To establish a single point of contact for events administration
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
(Ord. 30(2004) § 7)
Ordinance
6 Town of Vail | CSE | Date TBD
The CSE shall support the town council's goals and objectives and align its
mission with the town council's marketing direction. The functions and/or duties
of CSE shall include, but are not limited to: hiring and overseeing a director
and/or staff, as well as event producers and/or promoters; creating, funding and
seeking special events for the town of Vail; evaluating event applications and
event success; submitting an annual budget for operations and events;
coordinating the community calendar for special events; seeking out additional
funding for special events through sponsorships and donations; evaluating and
executing contracts for special events; and all other functions as directed by the
town council.
Qualifying cultural events shall be exempt from the purview and funding of the
CSE. However, coordination and timing of qualifying cultural events shall be
considered by the CSE and included in the CSE master calendar.
(Ord. 30(2004) § 7)
Functions of the CSE : Town of Vail (Ord. 30(2004) § 7)
Purpose
7 Town of Vail | CSE | Date TBD
The purpose of the Commission on Special Events Strategic Plan is to establish
guidelines which will assist the CSE in developing and supporting a calendar of
events and programs that accomplish the following objectives:
1.Align events with the Vail Brand
2.Drive Positive Economic Impact
- occupancy
- sales tax
- group business
3. Generate funding leverage
4. Attract destination guests; in-state, out of state and international, who book
overnight rooms
5. Achieve an optimal event calendar
6. Provide a superior community and guest experience
Revisit and revise as the community evolves and action steps are completed.
CSE Event Categories
8 Town of Vail | CSE | Date TBD
Goal: Deliver a diverse calendar of events in the Town of Vail that promote
economic vitality and community enrichment
Signature Events:
•Established events that take place over multiple days and/or weeks
•Strong Vail Brand identity
•Drive overnight visitation
•Promotion and marketing reach through local, regional, national and
international media exposure
•Several of these events receive their funding from the Town Council. Post
event review and evaluation will be overseen by the CSE
Recreational, Cultural & Community Events: Signature
CSE Event Categories
9 Town of Vail | CSE | Date TBD
Destination Events:
•Newer events, participatory sporting events and large scale ambient events
which support the CSE’s criteria for promoting economic vitality and driving
destination visitation
•Supports the Vail Brand
•Primarily local and regional media exposure, may attract some national
exposure or sponsorships
Ambient Community Events:
•Ambient events which contribute to a sense of community, vitality and fun;
enhance the guest experience and promote high NPS (Net Promoter Score)
•Primarily local media exposure
•Community celebrations: i.e. Vail America Days, Vail Holidaze, Vail Family Fun
Fest
Recreational, Cultural & Community Events: Destination & Ambient
CSE Event Categories
10 Town of Vail | CSE | Date TBD
Goal: Promote leadership development, intellectual opportunities and health and
well-being
•Shall be part of the CSE RFP process
•Potential to build the Vail Brand as an educational and well-being destination
•Local, regional, (and when appropriate) national and international media
exposure
•Economic impact may be in the future: Potential to return economic benefits
as participants share their experiences to individuals and groups within their
spheres of influence
Education and Enrichment Events & Programs
CSE Funding Scorecard & Evaluation Criteria
11 Town of Vail | CSE | Date TBD
Recreational, Cultural & Community
Rating
0-10
0-5
0-5
0-5
0-10
Brand Fit 0-10
Timing 0-5
Demographic Fit 0-10
Community Enrichment 0-5
Producer Qualifications 0-10
100Maximum Score
Proven quality, knowledge and resources to
sustain and grow the event
Criteria
Drive Group Business
Leverage media exposure and sponsorship
support
Out of Region Guests (Current mix 50%)
Regional Destination Guests (Current mix 32%)
International Guests (Current mix 3%)
Increase Sales Tax Revenue
Supports the Vail Brand
Optimize calendar - "the right events at the right
time"
Optimize visitor mix (age, income, demographic
targets per research data)
Promotes an atmosphere of vitality, fun and
celebration
0-15
0-10
Potential to Increase
Room Nights and
Revenues:
Continues to evolve by delivering fresh content,
enhanced experiences
Marketing Strength
Extent and quality of promotional and marketing
"reach"
Growth Potential
What is the community involvement opportunity
and/or lasting community benefit?
CSE Funding Scorecard & Evaluation Criteria
12 Town of Vail | CSE | Date TBD
Education and Enrichment Events & Programs
Rating
Brand Opportunity 0-15
Timing 0-5
Demographic Fit:
Audience 0-10
Community Enrichment 0-10
Producer Qualifications 0-10
100
Potential to achieve one
or more of the
following:
Continues to evolve by delivering fresh content,
enhanced experiences
Achieves national/global recognition and
participation
Growth Potential
Marketing Strength
Extent and quality of promotional and marketing
"reach"
Criteria
Create a lasting impact on the community
Leverage media exposure and sponsorship
support
Enhance Leadership Skills: locally, nationally,
internationally
Foster a Health and Well Being reputation for Vail
Provide opportunities for intellectual dialogues
and problem solving
Deliver an educational component
Optimize calendar - "the right events at the right
time"
What is the community involvement opportunity
and/or lasting community benefit?
Builds the Vail Brand
Optimize quality of participants to improve future
economic opportunity
0-25
0-15
0-10
Maximum Score
Proven quality, knowledge and resources to
sustain and grow the event
Strategic Principles
13 Town of Vail | CSE | Date TBD
The CSE is part of the Town of Vail’s Economic Development Office and relies on
the Town Council to provide:
•Policy direction
•Consistent special events funding
•Proactive development of appropriate special event venues
•Town of Vail staff support for special events as required
Research has proven that special events generate additional sales tax revenues
in the Town of Vail.
Strategic Principles
14 Town of Vail | CSE | Date TBD
•Special events contribute to guest satisfaction, increased spending and sense
of community.
•Event funding decisions will be made in alignment with the strategies
supported by the Vail Local Marketing District (VLMD).
•Cooperation and communication with other community organizations and
local businesses impacted by events are essential to the success of the CSE’s
program.
•Events that receive funding from the CSE must be compatible with the Vail
Brand and be of a quality commensurate with Vail’s image as a world-class
resort.
•The use of measurable criteria in event selection, funding and evaluation is
critical to ensuring progress and success.
•One point of contact is needed to support special event producers for
administration and permitting.
•Another point of contact is needed for funding and marketing.
•Staff partners with event producers to provide resources and process
guidelines to execute their event.
Strategic Direction
15 Town of Vail | CSE | Date TBD
The CSE will encourage and recruit independent event
organizers to produce events in Vail by acting in a
supporting role to provide funding for the development
of new events, as well as funding consideration for
existing events that continue to contribute to the vitality
of the community. The CSE will also provide guidance to
event producers on date recommendations, event
concepts, sponsorship, venue, marketing and any other
relevant topics as appropriate.
Accountability & Post-Event Review
16 Town of Vail | CSE | Date TBD
It continues to be the job of the CSE to develop and assist performing
events, seek out new events that support the Vail brand and put on
notice events not performing up to stated criteria.
In keeping with the public trust and economic realities, every event
investment will be held to a high level of accountability. Each producer is
required to complete a marketing checklist and adhere to the specified
timeline. In addition, when necessary, the event producer must complete
their event permit and meet with the ERC.
A post-event recap is required from each event receiving public funding.
This recap is scheduled within 60 days after the event and will be publicly
reviewed by the CSE.
Measuring Progress
17 Town of Vail | CSE | Date TBD
The event recap template is comprehensive and serves as a detailed guideline for
the event producer to present the results, successes and areas for improvement
for their event. Some events are also earmarked to be surveyed by an
independent 3rd party organization and that information is included in the recap.
Each event recap answers these strategic questions as well as others and is
accompanied by a detailed report on specifics:
•Did the event investment increase Vail’s economic performance?
•Is the event investment being fully leveraged to increase both revenue and
marketing reach?
•Does this event contribute to a strong sense of community and better quality
of life?
•What is the potential for event growth?
•How did the event results meet the CSE scorecard criteria?
•Was the event budget maximized for best results?
Event Recap
CSE Oversight
18 Town of Vail | CSE | Date TBD
Provide a balanced, year round calendar of events appealing to residents and
guests of diverse interests by:
•Attracting and developing cultural, recreation and community events that
enhance and contribute to Vail’s world-class reputation and have a positive
impact on the community.
•Cultivating education and enrichment events that will provide opportunity for
intellectual discussion as well as positively impact the community in other
ways.
•Encouraging activation of events to create an expanded presence throughout
the community and stimulate the participation of the merchants, restaurants
and bars, and lodges.
Diversity & Activation
CSE Oversight
Special Event Benefits
19 Town of Vail | CSE | Date TBD
Ensure that the special event benefits are commensurate with the investment of
public funds by:
•Following objective event selection, funding and evaluation criteria
•Utilizing critical success measurements. In coordination with VLMD and
appropriate research vendors, tools will be used to measure:
Sales and lodging tax collections (Staff)
Occupancy rates (DestiMetrics)
Impact from direct event spending (RRC Associates/Producer/Staff)
Quantifiable marketing exposure (Producer/Staff)
Net Promoter Score (NPS) (RRC Associates/Producer)
•Contributions to sense of community:
Does the event improve the quality of experience for guests and
residents?
Does it draw down-valley residents into Vail?
Is it fun?
CSE Oversight
Communication, Cooperation and Coordination
20 Town of Vail | CSE | Date TBD
•Provide complete and accurate information with regard to the calendar of special events
to internal Town of Vail staff, organizations, guests and community members. (Staff)
•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.
•Maintain biannual meetings with the VLMDAC and the VEAC and continue to work
cooperatively to align special events and marketing programs.
•Maintain annual meetings with the ERC.
•Ensure that event investments are closely coordinated with the economic needs of the
community as recommended by the VEAC and with the broader marketing objectives
identified by the VLMDAC.
•Maintain coordination and communication between the ERC, VRD, Vail Resorts and CSE.
(Staff)
•Continue to foster a culture within the TOV that welcomes special events and provides a
“can do” attitude of cooperation between TOV Departments,
event producers and local businesses. (Staff/ERC)
CSE Oversight
Alignment with Town Council Mission and Goals
21 Town of Vail | CSE | Date TBD
•Green Events: Require environmentally sustainable event practices in order to
preserve our surrounding natural environment.
•Advocate for the development and improvement of venues and
facilities for special events within the TOV.
•Maintain the status of Vail as the model among mountain resort communities
with respect to the development and implementation of special events
strategy delivering significant economic benefits.
•Continue to demonstrate to the Town Council that Special Events are a
revenue provider for the Town, while simultaneously making Vail a more
vibrant place to live, work and play.
•Deliver exceptional experiences and an abundance of recreation, cultural,
community events along with educational and enrichment programs to our
guests and residents.
Conclusion
22 Town of Vail | CSE | Date TBD
This new five-year plan was updated from the previous plan to incorporate
changes from the Town Council and Economic Development Office. It will be
revisited annually by the CSE board and changes will be communicated to Town
Council, another revision will occur in 2022.
The plan will continue to be revised accordingly as the special events program
evolves and adapts to current economic conditions and Town Council priorities.