HomeMy WebLinkAbout03. 2018 CSE Funding Council Presentation_11-07-2017_FINAL VLMDAC
To: Vail Town Council
From: Commission on Special Events
Date: November 7, 2017
Subject: Commission on Special Events (CSE) funding decisions for 2018
Cultural/Recreational/Community (CRC) and Education/Enrichment (EE)
proposals.
Action Requested: Informational only. No formal action required.
Background: The CSE presents the final decisions for 2018 CRC and EE funding
allocations. The Town Code allows for an appeal of these decisions by 1) filing an
appeal in writing within 10 days following the decisions of CSE (Oct 28); none have
been received, or 2) Council has the option of calling up the CSE funding decisions
within sixty days of the decision (before December 18, 2017). If neither of these actions
occur, the funding decisions will be final.
The CSE received 49 proposals in response to the RFP for 2018 events/programs that
was issued in August, 41 of these were funded. The “Special Event Rating Criteria” was
used to evaluate all proposals with respect to how they align with a strategic approach
to providing a diverse calendar of events that are well matched to the Vail brand and will
exceed the expectations of the Vail guest. Cultural, Recreational and Community
Events are measured primarily with respect to how well they will drive destination
overnight visitation. Education and Enrichment Programs are evaluated by how they
contribute to life-long learning, a sense of well-being, and enhanced quality of life.
The CSE believes this is a strong calendar of events aligned with the Town Council’s
mission of providing our citizens and guests with “an abundance of recreational, cultural
and educational opportunities” that will continue to drive increased results and
contribute to providing thought provoking educational and life enriching opportunities.
New in the 2018 RFP process was the addition of an innovative, online software tool for
both application submitters and CSE reviewers. This first year program roll-out was met
with positive responses and experiences from event producers, board and staff.
In addition, notable are the continued relationships the CSE holds with the Vail
Economic Advisory Council, Vail Local Marketing District Advisory Council and Event
Review Committee. The CSE recognizes and values the diverse input from these
groups and integrates that feedback into planning and decision-making.
2017 Event Successes:
• GoPro Mountain Games continues to have the highest level of support from the
CSE. After successful expansion into Lionshead in 2017, they plan to move the
Dock Dogs competitions there in 2018. In addition, the children’s Adventure
Village will be moved to Golden Peak.
• The Community Art Programs for the Town of Vail program proved to be a
winner for both locals and visitors. The program impressively garnered a 91 Net
Promoter Score on their survey.
• Taste of Vail expanded their brand to a new event “Fall Food & Wine Classic”.
Despite challenges with the weather, the event succeeded in creating a unique
experience at Gerald R. Ford Amphitheatre.
• Vail Craft Beer Classic was held for the first time in Vail, with over 30 breweries
in attendance. For a new producer, they did well in navigating processes. The
event returns for Father’s Day weekend 2018 with a focus on increasing Vail
business participation.
New and Exciting Events/Programs for 2018:
Community, Recreation and Cultural Events
• Vail Lacrosse Tournament – 6/18-20: National youth lacrosse tournament in its
24th year. Games played over three days.
• Vail Mountaineers Hockey Club – 11/2-4, 11/9-11, 11/16-18: VMHC has held
the Vail Sportsmanship Hockey Tournament for almost 40 years.
• The Steadman Clinic Vail Cup Series – 1/14, 1/28, 2/18, 3/18: Community
event open to ages 15 and younger, free of charge as an intro to snow sports
competition.
• Legacy Fighting Alliance – May: Live Mixed Martial Arts sporting event, shown
on AXStv, held at Dobson Arena.
Education and Enrichment Events/Programs
• TEDxVail – 2/8-11: TEDx was created in the spirit of TED's mission, "ideas worth
spreading." It supports independent organizers who want to create a TED-like
event in their own community.
Overview of Event Effectiveness – Economic Survey Results:
All publicly funded events are required to submit a post-event recap summarizing the
event’s strengths and weaknesses, contributions to the Vail economy and community.
In 2017, the CSE chose to fund an independent, third party Economic Impact Survey,
setting aside $53,328 out of their events budget. The CSE has determined to fund this
initiative again for 2018.
The survey results received to date have delivered an excellent picture of the economic
benefits that the events program provides. A complete overview will be presented in
February 2018 once the final data is compiled.
11/7/2017 CSE 2018 Funding Summary Page 2
Topline 2017 survey data:
$19 million direct economic impact to Vail’s businesses generated by
22 events tracked in 2017
$18 economic impact payback ratio generated by the 22 events
evaluated
(i.e. $18 in incremental economic impact per dollar of TOV event funding)
$0.61 tax payback ratio generated by the 22 events evaluated
(i.e. $0.61 in incremental TOV & VLMD sales taxes per dollar of TOV
event funding)
The table below shows financial results and other key performance indicators for 22
events that were surveyed in 2017. There are two more events to be included in the
2017 data, Taste of Vail, Fall Food & Wine Classic and Outlier Offroad Festival.
The figures below are considered very conservative as not all events were surveyed in
this year’s program. There are a total of 44 events/programs in the Community,
Recreation and Cultural, Education and Enrichment and Council funded categories. The
2017 survey covers half; the quantity of event surveys is based on budgetary
constraints.
Overview of Event Effectiveness – Measurement Tools:
Analytical tools used by the CSE consist of monthly and bi-weekly DestiMetrics reports,
sales tax data, on-going event survey program providing both qualitative and
quantitative data for individual events, parking data, town of Vail community survey, as
well as collecting feedback from the merchant/hotelier/restaurateur community
In addition, the event criteria ‘scorecard’ and its support tools such as the ‘marketing
checklist’ have proven very effective. Quantitative measures such as brand strength,
marketing expertise, media leverage, and community integration continue to be
monitored against established objectives.
Estimated Economic and Sales Tax Impact of TOV Special Events in 2017 (TO DATE)
RRC Associates estimates 11/1/17
# of Events
Evaluated
to Date
Total Direct
Economic
Impact
Total TOV &
LMD Tax
Impact
Economic
Impact
Payback
Ratio
Tax
Impact
Payback
Ratio
Attendee
Days
Direct Econ
Impact per
Attendee
Day
Overnight
Visitor %*NPS*
CATEGORY Budget TOTAL TOTAL TOTAL AVERAGE TOTAL TOTAL AVERAGE AVERAGE AVERAGE
CRC $ 515,500 17 14,813,923$ 474,496$ $28.74 $0.92 92,832 159.58$ 56%56
EE $ 118,500 4 529,601$ 16,211$ $4.47 $0.14 7,095 74.64$ 21%74
Council $ 404,000 1 3,929,765$ 142,165$ $9.73 $0.35 22,200 177.02$ 47%66
Totals: $ 1,038,000 22 19,273,289$ 632,872$ $18.57 $0.61 122,127 $157.81 49%59
*Calculated as averages across events, with each event is weighted equally.
2017
Vail
Special Events
11/7/2017 CSE 2018 Funding Summary Page 3
2018 Special Event Allocations-Strategic Overview
Commission on Special Events
November 16, 2017 – Vail Local Marketing District Advisory Council
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 | VLMDAC | 11/16/2017
2017 CSE Successes
•Based on independent third-party survey data, the 2017 to date total direct economic
impact is $14,813,923 million on an investment of $515,000 for the Community,
Recreation and Cultural category. (17 events surveyed thus far)
•That’s an average of $28.74 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 surveyed 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
3
Town of Vail | VLMDAC | 11/16/2017
2018 Newly Funded Events - Community, Recreation & Cultural Events
4 Town of Vail | VLMDAC | 11/16/2017
Vail Lacrosse Tournament
Funded: $5,000
Requested Funding: $15,000
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
•Strong producer qualifications
2018 Newly Funded Events - Community, Recreation & Cultural Events
Vail Mountaineers Hockey Club
Funded: $7,500
Requested Funding: $20,000
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
•Bring in destination guests
5 Town of Vail | VLMDAC | 11/16/2017
2018 Newly Funded Events - Community, Recreation & Cultural Events
6 Town of Vail | VLMDAC | 11/16/2017
The Steadman Clinic Vail Cup Event Series
Funded: $2,500.00
Requested Funding: $5,000
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
•Accessible, free event, any child can enter
2018 Newly Funded Events - Community, Recreation & Cultural Events
7 Town of Vail | VLMDAC | 11/16/2017
Legacy Fighting Alliance
Funded: $17,500
Requested Funding: $25,000
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 b/n founder Mark Cuban, AEG, Ryan Seacrest Media, Creative Artists Agency (CAA), CBS
Attendees: 50 athletes, 2800 spectators on site, 300-500K 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 PR media outlets, 41K fan emails, 26K Facebook
•Activation in the community - local youth martial artists and their families in demonstrations and exhibitions
•Benefit from the impact of a nationally televised sporting event from Vail
•Bring guests into town at off peak times in May
2018 Newly Funded Events – Education & Enrichment
TEDxVail
Funded: $15,000 Requested Funding: $25,000
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 # of 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:
•Event producer was very responsive to CSE requests to move event and ancillary activities to Vail
•Strong brand fit with Vail, partnership with well-known educational programming platform
8 Town of Vail | VLMDAC | 11/16/2017
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
Optimize location and footprint
Address areas for improvement with event producers:
Require conditions placed on their funding
Ongoing check in with staff about producer performance
Remain mindful of event attendance volumes:
Analyze Destimetrics occupancy reports
Study community, intercept and event surveys for insight into guest experience
Review parking counts
Board actively attends events, first-hand experience
Continue commitment to fund independent, 3rd party surveys for designated events:
2018 will be the 3rd year for collecting event survey data.
9 Town of Vail | VLMDAC | 11/16/2017
QUESTIONS? THANK YOU