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HomeMy WebLinkAbout4. Education_and_Enrichment_Strategy_Memo___Presentation To: Vail Town Council From: Mia Vlaar, Economic Development Director Date: April 25, 2018 Subject: Education & Enrichment Events and Programs Background: On April 3, 2018, the Commission on Special Events (CSE) presented the goals and criteria for the Education and Enrichment (EE) category to Council. Following discussion, the Council asked CSE to provide further information on the EE category for a deeper discussion. At the direction of Town Council, the CSE has developed and refined criteria and a scorecard for the EE category over a period of several years. The scorecard, created through collaboration and approved by a vote, allows the CSE to grade events and programs within the EE category according to priorities set by Council. Events and programs funded in the EE category have performed well and continue to provide value to the Vail community. The CSE appreciates the direction provided by Council, which it has taken to secure some of the most successful events on the Town’s calendar. The CSE recommends Council affirm the current process for EE category selection and evaluation. EE as a Percentage of Town Council Special Event Funding EE category events and programs, while currently representing 17% of the approximately $894,000 currently allocated to the CSE, actually represent approximately 7.5% of Town Council funding plus CSE funding for special events, which currently totals approximately $2 million. EE as Achieving Majority of CSE Key Objectives EE events and programs accomplish four of the six key CSE objectives, while being assessed using the approved EE category scorecard. EE events and programs have a less measurable short term economic impact, but have a positive longer term effect: 4/25 /2018 Page 1 a. Drive Positive Economic Impact (occupancy, sales tax, group business, return guests).  EE events and programs support the underlying creation of positive economic impact by educating workforce, a building community and bringing people into Vail. b. Attract Destination Guests who book overnight rooms.  While EE events and programs don’t generally create overnight visitation, they bring less easily measured, longer term, workforce, community and leadership benefits to the community. EE as Achieving CSE Key Objectives  EE events and programs overachieve on Net Promoter Score, leading all events in this category.  EE Scorecard has been modified to include growing EE category to include target participant diversity to involve more destination guests. Long Term vs. Short Term Economic Benefit While measurable economic outcomes for EE funding are challenging to identify in the short term, Council directed CSE to fund the EE category with:  “…events that provide opportunities for intellectual dialogue, 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.” (CSE Tier IV Memo to Vail Town Council - 1/21/2014) EE category events and programs include professional and personal training and development, support for diverse and disabled communities, support for local students, education and development featuring unique Vail assets and more. All these programs provide long term value to residents, employees, managers and business owners, and support a more vibrant, educated and engaged community. 4/25 /201 8 Page 2 Questions from the CSE for the council’s consideration: 1. How could EE events work to elevate the Vail brand beyond consideration as only a destination for outdoor recreation? Should that be a goal for Vail? 2. Is the Town of Vail/council mission and vision being accomplished with the current EE programming? Where is the programming excelling or falling short? 3. How do events and EE programming provide intangible benefits to Vail residents? How do they attract new residents? 4. What is the definition of the the guest who works in Vail, lives down valley and identifies themselves as a “Vail” person? How do they fit into the vision for events? 5. How important is diversity in programming? 6. Should the heads in beds component be expected across all events in both categories? What if it’s not relevant to the specific event or program? 7. What is the commitment and role of the council and CSE in providing events and programming to the local community? 8. Which share of budget, events and programs should provide opportunities for the local community to be educated, enlightened and engaged? 9. Should EE events be exclusive to a certain audience and closed to others? The Vail Veterans Program has a highly specialized audience. How does this type of program embody the goal of what the EE category is designed to do? 10. Should EE events be required to include an element directed at the guest experience? For example with the Vail Centre, how can their programs focus on guests and perhaps create a stumble upon or ambient experience? (Ambient events support the guest experience, but are not the driver of visits.) 11. What is the stance on ambient events? Should the CSE emphasize and fund activities and events that provide repeat entertainment and mood in Vail? 4/25 /201 8 Page 3 Education & Enrichment Events & Programs Commission on Special Events CSE Purpose To develop and deliver a calendar of events that accomplishes the following objectives: Align events with the Vail Brand: Like Nothing on Earth Drive Positive Economic Impact (occupancy, sales tax revenue, group business, return guests) Generate funding leverage Attract destination guests; from out of state, international and in-state, who book overnight rooms Oversee an optimal event calendar Achieve a superior community and guest experience: Net Promoter Score 2 Town of Vail | CSE | 5/1/2018 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. 3 Town of Vail | CSE | 5/1/2018 Educational and Enrichment Strategy & Goals 4 Town of Vail | CSE | 5/1/2018 Strategy: Deliver a diversity of educational programming, participants and disciplines. 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 Events Falling into this Category: Vail Symposium, Vail Centre, Betty Ford Alpine Gardens, Vail Veterans, TEDx Vail, Community Art Program, Starting Hearts Day of Learning, SkiforMS Education & Enrichment Scorecard 5 Town of Vail | CSE | 4/13/2018 Recreational, Cultural & Community Scorecard Education & Enrichment – Net Promoter Score (NPS) 6 Town of Vail | CSE | 4/3/2018 EE Programs score in the top 13 with NPS (out of 23) 2018 EE Funding Allocations 7 Town of Vail | CSE | 5/1/2018 2018 Education & Enrichment Category: $151,500 Event Start Date End Date AVERAGE SCORE (out of 100) Total Score (out of 700) Amount of 2018 Funding Requested 2018 Final Funding Allocated % of funding allocated from their original request Notes/Conditions for Funding from CSE 1 Vail Centre Programmatic Support 1/1/2018 11/30/2018 80 558 60,000.00$ 45,000.00$ 75% Please seek additional sponsorship and there was a concern about managing in kind donations. Try to run leaner events, f&b, sustainable practices. 2 Vail Symposium 2018 Season 12/7/2017 8/31/2018 81 570 45,000.00$ 35,000.00$ 78% Address generation gap in terms of programming and improve marketing and social media content 3 Vail Veterans Winter Family (Jan) & Winter Mountain Adventure (March)1/21/2018 3/9/2018 85 593 20,000.00$ 18,000.00$ 90% Market to national audience, move Vail Veterans move to CRC for 2019 funding process. CSE would like to continue a conversation about the opportunity for a community event/interaction. 4 Betty Ford Alpine Gardens 11/1/2017 9/30/2018 78 549 20,000.00$ 15,000.00$ 75% 5 TEDxVail 2/1/2018 2/4/2018 75 524 25,000.00$ 15,000.00$ 60%Work on additional sponsorships. 6 Community Art Events for the Town of Vail 1/1/2018 12/31/2018 73 508 18,000.00$ 12,500.00$ 69% Activate within other events, seek out funding and partnerships with other events. Largest % of increase in EE category. 7 2nd Annual Day of Learning 8/23/2018 8/25/2018 71 495 12,500.00$ 7,000.00$ 56% Change name of event from 2nd Day of Learning, add "Vail" to the event name. Please reach out further to Vail Health for additional funds. 8 SKI for MS 2018 2/24/2018 2/24/2018 66 463 5,000.00$ 4,000.00$ 80% 9 8150 High Altitude Entrepreneurs - VailBiz Challenge 3/4/2018 4/28/2018 67 471 10,000.00$ -$ 0% Extend event days, add workshops, please provide more detailed, polished presentation and plan. 10 Benches on Bridge Street 7/16/2018 8/31/2018 52 363 35,000.00$ -$ 0% 11 Project Funway 2018 2/10/2018 2/10/2018 48 336 10,000.00$ -$ 0% 260,500.00$ 151,500.00$ Total *Red color text = new event applications for 2018