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Home My WebLink About3. 2018 CSE Funding Council Presentation_11-07-2017 DRAFT2018 Special Event Allocations-Strategic Overview Commission on Special Events November 7, 2017 COMMISSION ON SPECIAL EVENTS Barry Davis Chair, Commission on Special Events Mark Gordon Vice Chair, Commission on Special Events Samantha Biszantz Rayla Kundolf Marco Valenti Alison Wadey Kim Newbury-Rediker 2 Town of Vail | Commission on Special Events | 11/7/2017 CSE Purpose The purpose of the Commission on Special Events is to develop and deliver a calendar of events that accomplish the following objectives: 1.Align events with the Vail Brand: Like Nothing on Earth 2.Drive Positive Economic Impact - occupancy - sales tax - group business - return guests 3. Generate funding leverage 4. Attract destination guests; from out of state, international and in-state, who book overnight rooms 5. Oversee an optimal event calendar 6. Achieve a superior community and guest experience: Net Promoter Score 3 Town of Vail | Commission on Special Events | 11/7/2017 CSE Strategic Plan •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 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. 4 Town of Vail | Commission on Special Events | 11/7/2017 2017 CSE Successes •Based on independent third-party survey data, the 2017 to date total direct economic impact is $13.8 million on an investment of $383,500 for the Community, Recreation and Cultural category. (17 events surveyed thus far) •That’s an average $36.00 payback ratio per funding dollar. •Diverse board with representation from: lodging, real estate, retail, restaurant and chamber areas offers varied view points and experiential perspectives. •Implemented online RFP process for 2018, saving paper and staff resources. •Identified areas for further cooperation between event producers. (Labor Day weekend) •2017 Events with Net Promoter Scores over 80: •Community Art Events - 91 •GoPro Mountain Games - 94 •Kids Adventure Games - 87 •Gourmet on Gore - 85 •Betty Ford Alpine Gardens - 83 5 Town of Vail | Commission on Special Events | 11/7/2017 2018 Newly Funded Events - Community, Recreation & Cultural Events 6 Town of Vail | Commission on Special Events | 11/7/2017 Vail Lacrosse Tournament Funded: $5,000.00 Dates: 6/18 - 6/20 Event Description: •National youth lacrosse tournament in it’s 24th year. Games played over three days. •Youth lacrosse is one of the fastest growing industries in the U.S. and 50% of the teams travel from outside of Colorado. Attendees: 2,000 athletes, 3,000 visitors Funding Usage: •Provide more onsite activation with staff and promoters of other activities in Vail. •Increase ease of booking reservations and planning other activation and ancillary events in Vail. •Improvement of marketing and brand awareness. Funding Reasons: •Great brand alignment •Sports tournaments traditionally put out highest ROI on tax dollars 2018 Newly Funded Events - Community, Recreation & Cultural Events Vail Mountaineers Hockey Club Funded: $7,500.00 Dates: Vail Sportsmanship Tournament •Bantam & Midget Division - Friday, November 2-4 •Pee Wee Division - Friday, November 9-11 •Squirt Division - Friday, November 16-18 Attendees: 1,200 athletes, 3,500 spectators Event Description: •VMHC has held the Vail Sportsmanship Hockey Tournament for almost 40 years. •Tournament is set up on 3 weekends in Nov. leading up to ski season and Thanksgiving. (Age groups 8-15 years) Funding Usage: •Cover costs for more qualified referees and medical trainers at every event. •Increase children's ice time this year with no fee increase to provide access to as many children as possible. Funding Reasons: •Occupancy need weekends •Sports Tournaments traditionally show best ROI on tax dollars 7 Town of Vail | Commission on Special Events | 11/7/2017 2018 Newly Funded Events - Community, Recreation & Cultural Events 8 Town of Vail | Commission on Special Events | 11/7/2017 The Steadman Clinic Vail Cup Event Series Funded: $2,500.00 Dates: •1/14 - Slopestyle - Golden Peak Terrain Park & Giant Slalom - Black Forest Race Arena •1/28 - Halfpipe - Golden Peak Terrain Park & Giant Slalom - Golden Peak Main Arena •2/18 - Moguls - Black Forest Arena & Giant Slalom - Golden Peak Main Arena •3/18 - Little Big Mountain - Head First Trail & Giant Slalom - Golden Peak Main Arena Event Description: •Community event open to ages 15 and younger, free of charge as an intro to snow sports competition. •For both local and visiting families to come together to enjoy this community event and compete at Vail. Attendees: 750 athletes, 600 spectators Funding Usage: •Offset the cost of the event as no entry fee is charged. •Bibs, awards, staffing and hill usage. Funding Reasons: •Support local community •Free event, any child can enter 2018 Newly Funded Events - Community, Recreation & Cultural Events 9 Town of Vail | Commission on Special Events | 11/7/2017 Legacy Fighting Alliance Funded: $17,500.00 Dates: May Event Description: •Live Mixed Martial Arts sporting event. Start at 5:30 pm, with main card on AXS TV at 7:00 pm. •Event will consist of up to 12 professional sanctioned bouts, held at Dobson Arena. •AXS TV is a tv network dedicated to providing the best in music programming and festivals, comedy performances, current events and mixed martial arts promotions. •AXS TV is a partnership between founder Mark Cuban, AEG, Ryan Seacrest Media, Creative Artists Agency (CAA) and CBS. Attendees: 50 athletes, 2800 spectators on site, 500K domestic viewers for live event Funding Usage: •Talent acquisition •Lodging, flights and travel expenses for talent/crew/staff •Marketing/Advertising Funding Reasons: •Marketing reach and strength – 45 million homes, 188 media outlets, 41K fan emails, 26K Facebook •Benefit from the impact of a nationally televised sporting event from Vail •Bring guests into town at off peak times 2018 Newly Funded Events – Education & Enrichment TEDxVail Funded: $15,000.00 Dates: 2/8-2/11 Event Description: •TEDx stands for Technology, Entertainment, and Design. •Generate fresh ideas by including speakers in the audience, encourage them to meet the attendees, connect them via app/social media/adventures before/during/after TEDxVail, as well as design social spaces for interactions and new ideas related to Vail Valley. Attendees: 900 attendees, TBD post event TEDxTalks video views Funding Usage: •Produce professionally edited videos of our TEDxTalks and upload them to the TED channel on YouTube, the videos will remain up on the internet. •The funds will be used to offset production costs, such as marketing, venue rental, a/v equipment rental, professional editing services and production crew, high definition livestreaming equipment. Funding Reasons: •Strong brand fit with Vail, partnership with well-known educational programming platform •Ideas worth spreading 10 Town of Vail | Commission on Special Events | 11/7/2017 Looking Ahead: 2018 Strategies & Actions •Review existing event scorecard criteria and event categories for RFP process: •Adapt to economic conditions •Expand categories as needed •Align with new town council strategy/ direction •Encourage evolution of successful existing events: •Extend event days – mid week •Increase/diversify programming •Enlarge footprint, expand location •Address areas for improvement with event producers: •Require conditions placed on their funding •Check in with staff about producer performance •Remain mindful of event attendance volumes: •Analyze Destimetrics occupancy reports •Study event surveys for insight into guest experience •Review parking counts •Continue commitment to fund independent, 3rd party surveys for designated events: •2018 will be the 3rd year for collecting event survey data. 11 Town of Vail | Commission on Special Events | 11/7/2017 QUESTIONS? 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