HomeMy WebLinkAbout2. Memo & EE Category Overview
To: Vail Town Council
From: Commission on Special Events
Date: March 28, 2018
Subject: Education & Enrichment Program Category
Action Requested:
No action required. Information update only.
Background:
The Commission on Special Events (CSE) presented 2018 event funding allocations to
the council on Dec 17, 2018. At that time there was a request from the council for
further discussion about the overall goals and criteria for the Education and Enrichment
category.
Below find the current objectives and assessment guidelines for success of programs in
this category.
Primary Objectives of Education & Enrichment Category:
1. Focus on diversity of programming, participants and disciplines
2. Participants/viewer reach including post-event impact such as streaming, word of
mouth, NPS
3. Future economic impact potential
4. Educate community members
Educational and Enrichment Events Defined:
Goal: Promote leadership development, intellectual opportunities and health and well-
being
• Shall be part of the CSE RFP process
• Potential to build the Vail Brand as an educational and well-being destination
• Local, regional, (and when appropriate) national and international media
exposure
• Economic impact may be in the future: Potential to return economic benefits as
participants share their experiences to individuals and groups within their
spheres of influence
3/28/2018 Page 1
Education & Enrichment Category Overview
Commission on Special Events
April 3, 2018
COMMISSION ON SPECIAL EVENTS
Barry Davis
Chair, Commission on Special Events
Mark Gordon
Vice Chair, Commission on Special Events
Samantha Biszantz
Rayla Kundolf
Kim Newbury-Rediker
Marco Valenti
Alison Wadey
2 Town of Vail | CSE | 4/3/2018
Overall Objectives of the Discussion
•Provide clarity into history and strategy behind current Education &
Enrichment funding category.
•Demonstrate differences between Education & Enrichment and
Community Recreation & Cultural (CRC) categories.
•Compare defining characteristics and scoring criteria.
•Review in-kind support.
•CSE recommends next steps.
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Town of Vail | CSE | 4/3/2018
Overview of CSE Funding RFP Process
4 Town of Vail | CSE | 4/3/2018
Process Starts
Funding RFP is Open 1st week of August
RFP’s Received End of September
CSE Meeting Interviews with Event Producers
2nd week of October
CSE Score all RFP’s Between 2nd and 3rd week of October
CSE Meeting Discussion/Allocation
3rd week of October
Allocations Finalized by CSE & Council
3rd week of December
Current Education & Enrichment Category
Primary Objectives of Education & Enrichment Category:
1.Focus on diversity of programming, participants and disciplines
2.Participants/viewer reach including post-event impact such as streaming, word of
mouth, NPS
3.Future economic impact potential
4.Educate community members
From current category description:
Goal: Promote leadership development, intellectual opportunities and health and
well -being
•Shall be part of the CSE RFP process
•Potential to build the Vail Brand as an educational and well-being destination
•Local, regional, (and when appropriate) national and international media exposure
•Economic impact may be in the future: Potential to return economic benefits as
participants share their experiences to individuals and groups within their spheres
of influence
5
Town of Vail | CSE | 4/3/2018
Education & Enrichment Category Timeline
6
Town of Vail | CSE | 4/3/2018
2013 – Tier IV (Life Long Learning)
•RFP December for 2014
•Funding $75,000
•3 Applications
•3 Recipients
2014 Tier IV
•Mid-Year process
•Moved to CSE Oversight
•Funding $90,000
•Requested: $150,640
•7 Applications
•6 Recipients
2015 Tier IV
•Funding $91,800
•Requested: $200,000
•7 Applications
•6 Recipients
2016 Tier IV changed to Education & Enrichment Category
•Funding $150,000
•Requested: $276,000
•9 Applications
•8 Recipients
2017 Education & Enrichment Category
•Funding $151,500
•Requested: $266,880
•11 Applications
•8 Recipients
2018 Education & Enrichment Category
•Funding $151,500
•Requested: $260,500
•11 Applications
•8 Recipients
CSE Tier IV Memo to Vail Town Council - 1/21/2014
Per the request of the Vail Town Council, the CSE issued an RFP in December
2013 for events seeking support under the newly defined TIER IV Category: “Life
Long Learning.”
Specific criteria supporting this goal was developed, so as not to compete with
the events that have a larger potential to generate room nights and contribute to a
significant ROI.
The TIER IV Category of funding is more heavily weighted to events that provide
opportunities for intellectual dialogues, foster a Health and Wellbeing reputation
for Vail, promote problem solving around current issues, deliver an educational
component, enhance leadership skills and reinforce the fabric of the community.
7
Town of Vail | CSE | 4/3/2018
Note: Current Education & Enrichment category scoring
includes all of the above criteria. (see final page)
Education & Enrichment & Cultural Recreation Cultural Scorecard Criteria
8
Town of Vail | CSE | 4/3/2018
Cultural Recreation & Community
Room Nights – Out
of Region Guests
Room Nights –
Regional
Destination Guests
Room Nights –
International
Guests
Group Business Increase Sales Tax
Revenue
Education & Enrichment
Enhance
Leadership Skills
Foster Health &
Well -Being
Intellectual
Dialogues
Educational
Component
Lasting Impact on
Community
VS No overlap in criteria CRC: Focus on heads in beds
Education & Enrichment & Cultural Recreation Cultural Scorecard Criteria
9 Town of Vail | CSE | 4/3/2018
Cultural Recreation & Community
Brand Fit Timing Optimize
Visitor Mix
Community
Benefit
Deliver
Fresh
Content
Vitality, Fun,
Celebration
Marketing
Reach
Media
Exposure/
Sponsorship
Producer
Qualifications
Education & Enrichment
Brand Fit Timing
Optimize
Quality of
Participants
For Future
Economic
Impact
Community
Benefit
Deliver
Fresh
Content
Achieve
National/
Global
Recognition
Marketing
Reach
Media
Exposure/
Sponsorship
Producer
Qualifications
VS Future benefit
vs
Current VLMDAC personas
Legitimize education reputation
vs
Ambient activation
Education & Enrichment – Net Promoter Score (NPS)
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Town of Vail | CSE | 4/3/2018
EE Programs score in
the top 13 with NPS
(out of 23)
Education & Enrichment – Economic Impact
11
Town of Vail | CSE | 3/7/2018
Education & Enrichment – Economic Impact
12
Town of Vail | CSE | 4/3/2018
EE Programs contribute
$530K (.027%) of overall
economic impact
Education & Enrichment & Cultural Recreation Cultural Scorecards
13
Town of Vail | CSE | 4/3/2018