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Home My WebLink About5. CSE Council Work Session 10-03-2017_draftCommission on Special Events Work Session with Town Council Overview – Annual Check In with Council Town of Vail | CSE | October 3, 2017 •CSE Five Year Strategic Plan was approved on 6/6/2017 •Continued alignment with council on priorities and strategy for special events and programs for 2018 •For consideration & discussion: •Additional strategies •Community, Recreation & Cultural Category •Education & Enrichment Category Strategic Principles Town of Vail | CSE | October 3, 2017 The Commission on Special Events 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. Purpose Town of Vail | CSE | October 3, 2017 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 Oversight Alignment with Town Council Mission and Goals Town of Vail | CSE | October 3, 2017 •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. CSE Oversight Town of Vail | CSE | October 3, 2017 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 Funding Scorecard & Evaluation Criteria Town of Vail | CSE | October 3, 2017 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 Town of Vail | CSE | October 3, 2017 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 Town of Vail | CSE | October 3, 2017 •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 Town of Vail | CSE | October 3, 2017 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 Town of Vail | CSE | October 3, 2017 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.