HomeMy WebLinkAbout07. 2018 CSE Funding Memo and Presentation_VEAC 11.14.2017
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 $157.81 49%59
*Calculated as averages across events, with each event is weighted equally.
2017
Vail
Special Events
11/7/2017 CSE 2018 Funding Summary Page 3
Event Name Event
Start Date
Event
End Date
2018 Final Funding Allocated
(Preliminary until 12/19/17)
1 Vail Centre Programmatic Support 1/1/2018 11/30/2018 45,000.00$
2 Vail Symposium 2018 Season 12/7/2017 8/31/2018 35,000.00$
3 Vail Veterans Winter Family (Jan) & Winter Mountain Adventure (March)1/21/2018 3/9/2018 18,000.00$
4 Betty Ford Alpine Gardens 11/1/2017 9/30/2018 15,000.00$
5 TEDxVail 2/1/2018 2/4/2018 15,000.00$
6 Community Art Events for the Town of Vail 1/1/2018 12/31/2018 12,500.00$
7 Starting Hearts: 2nd Annual Day of Learning 8/23/2018 8/25/2018 7,000.00$
8 SKI for MS 2018 2/24/2018 2/24/2018 4,000.00$
9 8150 High Altitude Entrepreneurs - VailBiz Challenge 3/4/2018 4/28/2018 -$
10 Benches on Bridge Street 7/16/2018 8/31/2018 -$
11 Project Funway 2018 2/10/2018 2/10/2018 -$
151,500.00$ Total
Commission on Special Events: 2018 Education & Enrichment Category: $151,500
1 of 1 PRELIMINARY Cultural Recreation Community Funding Allocations_10.18.2017 10/19/2017
Event Start Date End Date
2018 Final Funding
Allocated
(Preliminary until 12/19/17)
1 2018 GoPro Mountain Games 6/7/2018 6/10/2018 84,790.00$
2 Vail America Days 7/4/2018 7/4/2018 70,000.00$
3 Vail Craft Beer Classic 6/14/2018 6/17/2018 68,000.00$
4 Gourmet on Gore 8/31/2018 9/3/2018 60,000.00$
5 Vail Oktoberfest 9/7/2018 9/17/2018 60,000.00$
6 Vail Summer Bluegrass Series 6/27/2018 7/18/2018 50,000.00$
7 Taste of Vail Spring Wine & Food Classic 4/4/2018 4/8/2018 45,000.00$
8 Kids Adventure Games 8/8/2018 8/12/2018 40,000.00$
9 Vail Farmers' Market & Art Show 6/17/2018 10/7/2018 35,000.00$
10 Spring Back to Vail 3/31/2018 4/15/2018 30,000.00$
11 Vail Snow Days 12/14/2018 12/16/2018 30,000.00$
12 Kick It 3v3 Soccer World Championships 7/27/2018 7/29/2018 30,000.00$
13 Vail Holidays 2018 12/15/2018 12/31/2018 26,000.00$
14 Vail Outlier Offroad Festival 9/21/2018 9/23/2018 25,000.00$
15 Taste of Vail Fall Wine and Food Classic 9/20/2018 9/22/2018 20,000.00$
16 Legacy Fighting Alliance 2/3/2018 12/15/2018 17,500.00$
17 Vail Lacrosse Shootout 6/24/2018 7/4/2018 15,000.00$
18 Vail Family Fun Fest 6/23/2018 8/4/2018 15,000.00$
19 Skate Vail's "Melee in the Mountains"4/27/2018 4/29/2018 12,000.00$
20 Pink Vail 2018 3/24/2018 3/24/2018 10,000.00$
21 2018 Vail Valley Cup 10/5/2018 10/7/2018 10,000.00$
22 Vail Yeti Hockey Club 1/5/2018 12/29/2018 10,000.00$
23 PBR West Championships 7/12/2018 7/15/2018 10,000.00$
24 Vail Farmers Market Farm to Table Series 6/29/2018 8/10/2018 9,000.00$
25 Vail Arts Festival 6/22/2018 6/24/2018 8,000.00$
26 Vail Mountaineers Hockey Club 8/5/2018 4/19/2019 7,500.00$
27 Vail King of the Mountain Open 6/16/2018 6/17/2018 7,500.00$
28 Vail Beaver Creek Restaurant Week 2018 9/28/2018 10/7/2018 7,500.00$
29 Vail Whitewater Races Series 5/8/2018 6/5/2018 7,000.00$
30 Vail Lacrosse Tournament 6/18/2018 6/20/2018 5,000.00$
31 2018 Colorado Grand 9/14/2018 9/15/2018 5,000.00$
32 Vail Automotive Classic 9/7/2018 9/9/2018 5,000.00$
33 The Steadman Clinic Vail Cup 1/14/2018 3/18/2018 2,500.00$
34 Adaptive Spirit Annual Event 4/4/2018 4/8/2018 -$
35 World Figure & Fancy Skating Championships & Festival 9/27/2018 9/30/2018 -$
36 MC Presents art and antiques 8/2/2018 8/4/2018 -$
37 Slow Fashion Vail 9/22/2018 9/23/2018 -$
38 In the Hearth of the Rockies 5/26/2018 5/27/2018 -$
Total 837,290.00$
Commission on Special Events: 2018 Community, Recreation & Cultural: $837,290