HomeMy WebLinkAbout1.a. 2017-05-03 CSE Minutes DRAFTCSE Minutes May 3, 2017 Page 1 of 7
DRAFT
COMMISSION ON SPECIAL EVENTS MEETING
Vail Town Council Chambers
Wednesday, May 3, 2017 @ 8:30am
AGENDA:
Meeting materials can be accessed at the following link:
http://bit.ly/2onKdvM
CSE Members Present: Mark Gordon
Kim Newbury Rediker
Marco Valenti
Alison Wadey
Barry Davis
Rayla Kundolf
CSE Members Absent: Samantha Biszantz
TOV Staff Present: Laura Waniuk, Event Liaison Specialist
Kelli McDonald, Economic Development Manager
Ernest Saeger, Special Events Coordinator
Others Present: Lynn Martin, Bravo! Vail
Brooke Skjonsby, Vail Resorts
Jack Affleck, Affleck Photography
Ian Warda, Burton
Whitney Heingartner, Burton
Marc Murphy, Burton
CSE Chair, Barry Davis, called the meeting to order at 8:27am.
Administrative Items
Approval of the Minutes of the CSE Meeting on April 5, 2017
Motion to approve the minutes of the CSE Regular Meeting on April 5,
as presented.
M/S/P: Valenti/Kundolf Unanimous. The motion passed 5-0 (Gordon and
Biszantz absent)
CSE Minutes May 3, 2017 Page 2 of 7
Review financials: Refer to the spreadsheet.
Waniuk noted that Vail Yeti Hockey will recap in either June or July when their
owner can make it and their survey is complete. Waniuk also noted that Pink
Vail will recap in July.
Training for new RFP System:
Waniuk said July is the estimated training timeframe. Waniuk noted that at the
next CSE meeting the RFP interview process will be discussed. Kundolf asked
for Waniuk to provide feedback from last year’s RFP interview process. Waniuk
noted she will provide the CSE with interview process options for this year.
Review of VEAC meeting neighborhood reports:
Waniuk noted to refer to VEAC minutes. McDonald said that it was a good
discussion and that Lionshead Merchants would like to see more events such as
GoPro Mountain Games and Farmers Market expand into Lionshead. McDonald
noted the underutilization of the Gerald R Ford Amphitheater. Wadey noted that
the Welcome Center is not cutting back their operating hours per Amanda Zinn’s
Town Council presentation May 2.
Meeting Reminders:
o Joint meeting with VEAC on 5/9 @ The Antlers to present strategic plan
o VLMDAC on 5/18 @ The Antlers to present strategic plan
o Vail Town Council on 6/6 to present strategic plan
Waniuk noted that Gordon and Davis will present at the council afternoon
session. McDonald added that this may be moved to the evening session.
Gordon asked if Town Council formally adopts the strategic plan or if CSE adopts
it and is presented to the Council. McDonald will confirm.
Waniuk noted that she will present the strategic plan to ERC. McDonald
suggested members of the CSE attend and this maybe at a time when the CSE
can see the ERC process. Saeger noted that this may be best during the
summer once the strategic plan is presented to all other parties.
Event Recap:
*motion to release final funding disbursement required
2017 Burton US Open Snowboarding Championships
Please see presentation for further details.
Heingartner noted the success of the Burton pop-up shop at the bottom of the
slopestyle course in Golden Peak. Heingartner noted their Net Promotor Score
(NPS) was 66 and that Jen Bruno commented at Town Council yesterday that
this is a huge success. Heingartner noted that the industry standard for ROI per
dollar invested is $5.00 and that in Vail Burton produced $9.43. Valenti asked if
there was any data on how much the Burton app was utilized. Heingartner said
she didn’t have the stats in front of her but it could be found in the full
presentation. McDonald noted that the Vail app gained more followers during the
Burton USO event than any other time. Waniuk noted the huge jump in NPS
CSE Minutes May 3, 2017 Page 3 of 7
from 50 to 66. RRC does not include the staff and operations that come to town
so the ROI number is very conservative. Davis noted that Burton does a great
job of bringing businesses and retailers to town from a national level.
Heingartner noted that there were about 30 retailers in Vail. Davis added that the
Minturn event is great and includes a large group of excited people that become
brand ambassadors for life.
Motion to approve the final funding distribution 2017 Burton US Open
Snowboarding Championships
M/S/P: Kundolf/Wadey /Unanimous The motion passed 6-0 (Biszantz absent)
Review of 4/20 Brand Meeting: Please see presentation for further details.
Review revised CSE Five Year Strategic Plan (2018-2022):
Gordon asked if events are already required to adhere to certain environmental
standards. Saeger said yes, there is a green events checklist already included in
the permit that is required to be followed by events. Saeger noted that in town
staff are currently working with the Environmental team to create enforcement
policies.
Motion to approve the CSE Five Year Strategic Plan (2018-2022) with the
understanding that the correct dates will be updated
M/S/P: Kundolf/Rediker /Unanimous The motion passed 6-0 (Biszantz absent)
$10K RFP Review & Allocations:
Waniuk noted to look at the average score column which averages the scores
based on certain members recusing themselves. Kundolf asked why Rediker
has to recuse herself from the Affiliates Cup Golf Tournament. Rediker said she
does not have to recuse herself but is fine doing so because she is on the Vail
Recreation District Board. Valenti noted that Vail Centre’s request was outside
this RFP scope because it is an educational program. Waniuk noted she
included all that were submitted. Wadey said she believes that the Vail Centre
program is a great way for businesses to grow their employees. Wadey added
that some courses were price restrictive and this one is affordable. Rediker
agreed that Vail Centre should be in the Education and Enrichment category and
not Community, Recreation, and Cultural category. Gordon agreed with Wadey
that it is a good course but that it falls in the Education and Enrichment category.
Davis believes that Vail Craft Beer Classic’s proposed additional advertising
would not only be good for their event but also good for the Vail brand. Kundolf
agrees that marketing is a good reason to fund this new event that was open to
CSE guidance on moving their dates. Rediker said their use of the funds best
matched the scoring criteria goals. Wadey said that the money could help
smaller events in a profound way and that she would like to see, as a new event,
CSE Minutes May 3, 2017 Page 4 of 7
what they could do with the $60,000 they’ve already been funded. Valenti
agreed with Wadey and that the dollars were coming too close to the event which
can be problematic. Kundolf asked Valenti for an example. Valenti said that
Spring Back to Vail was funded late. Davis asked if the Vail Craft Beer Classic
will spend all $10,000 toward marketing.
Davis said the Affiliates Cup Golf Tournament is a closed event and on a date
when we don’t necessarily need an event. Wadey said it is a great industry
event that introduces people to Vail and encourages them to return for another
trip. Wadey said the $10,000 would be more meaningful to a smaller event’s
success. Rediker noted Affiliates Cup Golf Tournament goes to a new golf
course each year and is purposely scheduled for a Friday so people come
Thursday and stay through Saturday. She said they rotate through 3-4 golf
courses and Vail hasn’t been one of those because it has been under
construction. Waniuk read the Affiliates Cup Golf Davis confirmed that this event
is happening regardless of CSE funding. Valenti noted that within the golf
community that these are influencers that are coming and they would get to
experience our new golf clubhouse. Kundolf said it is a closed event and does
not follow our strategic plan. Kundolf added that the attendees are already
coming to Vail and will see the clubhouse anyway. Wadey noted that Kick It 3v3
is a closed event because teams have to qualify. Gordon noted that their
reasoning for the funding is that it will increase the number of influencers that are
attending it would make more sense. McDonald noted that the Vail Valley
Partnership could provide event funds and it qualifies under their requirements
stated by the VLMD. McDonald added that this fund is to offset costs for the
event and group. Gordon asked if the Vail Valley Partnership would be better to
fund it if the CSE endorsed it. McDonald said she believes so. Wadey noted
that this is an opportunity to be a better partner with the Vail Rec District and this
would show a good faith partnership as the CSE. Gordon asked how we can
make sure that the golf tournament contacts the Vail Valley Partnership. Waniuk
will send a memo to the VVP on behalf of the CSE. McDonald said the Vail Rec
District should contact the Vail Valley Partnership.
Waniuk read the Pioneer Weekend RFP. Gordon said the attendees are
influencers and community figures in Vail and that a small amount of dollars
would have a great impact on the event. Wadey said the excitement from the
attendees is incredible and they are the people who founded the town, built
lodges, and opened businesses. Wadey said that it brings in 1,200 people over
4 days with the demographic diversity being very compelling due to the number
of 40 somethings who were born here and want to come. Davis asked if the
$2,500 would be helpful for marketing. Waniuk said digital is inexpensive but
target marketing through mailings, newsletters, are good options for this
demographic. McDonald noted that 5 years ago the town did fund Pioneer
Weekend and in fact a good portion of the money was returned to the Town.
Waniuk read Vail Craft Beer Classic’s RFP. Gordon asked if they got less than
$10,000 would they allocate it to media that is most efficient. Kundolf asked
CSE Minutes May 3, 2017 Page 5 of 7
where Pioneer Weekend is currently getting their funding. Wadey said there was
seed funding from 5 years ago and ticket sales/registration fees would make up
the revenue. Kundolf suggested that the attendees of the weekend should get
together to help monetarily. Wadey noted that a portion of the money does go to
charity.
Waniuk read Snow Daze RFP. Davis asked if they could fund specifically to an
event. Skjonsby said yes. Valenti said we did not fund the full amount during the
FRP process and the needle could be moved with the additional programming.
Davis said he wants to give a real impact not sprinkle money. Kundolf suggested
funding a majority to Vail Craft Beer Classic because it is at the right time and
has potential to be an iconic event. Kundolf does not believe Affiliates Cup Golf
Tournament will be a big impact. Kundolf said majority to Vail Craft Beer Classic
and a minority to Pioneer Weekend. Rediker said she supports the 80/20 split
between Vail Craft Beer Classic and Pioneer Weekend. Rediker said $3,000 for
Snow Daze would not have the impact of bringing more people to town for the
event. Wadey believes that the funding would have more of an impact on
smaller events. Wadey said the town does benefit from Snow Daze but Vail
Resorts is the main beneficiary and that the event could happen regardless of
extra funding.
Gordon said there should be a formal vote for Vail Valley Partnership to provide
funding support to the Affiliates Cup Golf Tournament. Gordon said Pioneer
Weekend fits within the CSE goals and deserves a small amount. Gordon
agrees that Kundolf is in the neighborhood of 80/20 split between the Vail Craft
Beer Classic and Pioneer Weekend. Valenti noted that he is recused for Pioneer
Weekend because he is a member of the VCBA Board. Valenti said billboards
may not be a great return due to short window to event for Vail Craft Beer
Classic. Valenti said he agrees with Gordon and the CSE should suggest
funding the Affiliates Cup Golf Tournament to the Vail Valley Partnership. Valenti
said 70/30 split between Vail Craft Beer Classic and Snow Daze. Davis asked if
a billboard for a month is enough time for it to be impactful. Waniuk said yes,
they had an ad in the Wall St Journal and they have good reach and media
relationships. Davis said two separate motions to reflect the funding. Kundolf
motion to fund VCBC at $8,000, Rediker 2nd, Davis mentioned $7,500, 5-1
Wadey. Gordon motion to $2,000 to pioneer weekend, Rediker 2nd, unanimous
4-0 Wadey Valenti recused.
Motion to send a letter of support of the Affiliates Cup Golf Tournament
to the Vail Valley Partnership strongly endorsing their contribution of
their field fees from the VLMD in an appropriate number
M/S/P: Gordon/Kundolf/Unanimous The motion passed 6-0 (Rediker recused,
Biszantz absent)
CSE Minutes May 3, 2017 Page 6 of 7
Motion to fund the Vail Craft Beer Classic an additional amount of
$8,000
M/S/P: Kundolf/Rediker/Wadey Opposed. The motion passed 5-1 (Biszantz
absent)
Motion to fund Pioneer Weekend in the amount of $2,000
M/S/P: Gordon/Rediker/Unanimous The motion passed 4-0 (Wadey and Valenti
recused, Biszantz absent)
Event Liaison Marketing Update: Please see presentation for further details.
Wadey asked that useful tips for large groups to call ahead and reserve or a list
of restaurants to be added to the list that Saeger is working on for sports
tournaments. Waniuk said Vail Lacrosse Shootout organizers would not want to
include the full list of restaurants because not all are advertising in the program.
Advertising in the program is a revenue driver for the tournament.
New Business and Community Input:
Kundolf said the Kids Adventure Games is sold out and is curious how many kids
are coming from outside of the Vail Valley. Waniuk noted that last year it was
70/30 outside vs. from Vail Valley. Waniuk noted expanding the event comes
down to staffing, location, and footprint. Davis does believe it is an awesome
headline that they sell out 3 months in advance. Wadey noted that even if local
kids are participating, grandparents and family members are coming to town that
are staying in hotels. Rediker said it is not fair for Kids Adventure Games to
open up 50 more spots a couple weeks before the event. Rediker said staffing
needs to be addressed in their future funding request because they rely on
volunteers. Kundolf suggested that the parents of the kids participating receive
10% off for volunteering. Waniuk noted that their Vail event is the only one that
is sold out compared to all their other mountain resort town events. Rediker
suggested they could partner with someone to have a family concert.
Gordon said the concert venue of Spring Back to Vail was great. Gordon also
noted that the roller derby was a great event. Davis believes the event could
grow in the future. Wadey noted the funding was for the potential of their event
and that the timing of the weekend after the mountain closed. Rediker said the
crowd was a good size and they continued to educate attendees on the sport and
event. Waniuk noted it was a good use of Dobson after the ice is closed.
McDonald noted the discussion to move Spring Back to Vail to March and why it
was moved from closing weekend. McDonald noted that Brooke Skjonsby said
they are looking at both Spring Back to Vail and Snow Daze to evaluate future
dates. Rediker noted that when Easter is in March, Spring Back is not needed to
draw guests. Wadey noted that the 3rd week of March will be the troubled week
in 2018 because it is in between spring break and Easter. Rediker said she
attended the Mountain Travel Symposium and it was said to expect a decrease
in international travelers. Rediker added that exchange rates are down and not
CSE Minutes May 3, 2017 Page 7 of 7
improving. Rediker added that Canada is more attractive for their exchange rate.
The political climate in America is a detractor for international visitors. Wadey
said that Vail is not friendly to groups due to costs. McDonald noted the average
daily rate has increased and its not that Vail doesn’t want the groups, it’s the
price point at which they can afford. Rediker said it is not just average daily rate
but includes package costs such as lift tickets, food & beverage, and the value of
Vail is not rated well currently. Kundolf added that the established Mexican
community is still here and coming but other than that it is in decline. Gordon
asked if Hotel Talisa has opening date yet. McDonald said soft opening in May
and full in late June or July.
Motion to adjourn at 10:45am.
M/S/P: Kundolf/Valenti Unanimous. Motion passed 6-0 (Biszantz absent)