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HomeMy WebLinkAbout01. 2018-5-2 CSE Agenda Minutes DRAFTCSE Minutes May 2, 2018 Page 1 of 6 DRAFT COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, May 2, 2018 @ 8:30a.m. AGENDA: Meeting materials can be accessed at the following link: https://bit.ly/2JqTyx8 CSE Members Present: Mark Gordon Alison Wadey Barry Davis Rayla Kundolf Kim Newbury Rediker Marco Valenti CSE Members Absent: Samantha Biszantz TOV Staff Present: Laura Waniuk, Event Liaison Specialist Ernest Saeger, Special Events Coordinator Mia Vlaar, Economic Development Director Others Present: Ross Iverson, Vail Centre Christine Albertson, Pink Vail Meg Stepanek, Can Do MS Sandra Iuppa, Can Do MS Kirsten Hjelmstad, Can Do MS Pete Osorio, Vail Mountain Shawn Carney, Vail Mountain Marc Murphy, Burton Whitney Heingartner, Burton John McMurtry, Colorado Snow Sports Museum Liz Campbell, Colorado Snow Sports Museum James Dieghan, Highline Andrea Sbicca, Highline Peggy Wolfe, Highline CSE Chair, Barry Davis , called the meeting to order at 8:30am. Administrative Items CSE Minutes May 2, 2018 Page 2 of 6 Approval of the Minutes of the CSE Meeting on April 4, 2018  Motion to approve the minutes of the CSE Regular Meeting on April 4, 2018 as presented. M/S/P: Kundolf/Valenti/Unanimous. The motion passed 4-0 (Biszantz, Rediker, and Gordon absent) Meeting reminders: • July 4 meeting – reschedule meeting to July 11 1. Davis noted that Tyler Childers is performing at Vail Bluegrass on July 11 and it is a show that should not be missed. Upcoming events to attend: • Legacy Fighting Alliance – 5/4 • Vail Whitewater Race Series – Tuesday Nights 5/8 – 6/5 • GoPro Mountain Games – 6/7 – 6/10 Event Recaps: Ski for MS *motion to release final funding disbursement required Please see presentation for further details. • Stepanek noted they moved their après party to Mountain Plaza which was very successful • Stepanek noted that Tyler Hamilton, professional cyclist, attended the event which drew excitement • Stepanek said they raised their fundraising amount by 19% in 2018 • Davis asked if Tyler Hamilton partnership will continue in the future • Stepanek said yes, he has joined their board and has attended numerous other Ski for MS events • Waniuk asked how they are going to grow their marketing program in 2019 • Stepanek said they plan on increasing their digital marketing in 2019 • Rediker said she participated and that it was a very well organized event with a great party in Mountain Plaza • Stepanek said sponsorships are challenging for a small event but would like to work more on sponsorships from the Front Range.  Motion to approve the final funding distribution for Ski for MS. M/S/P: Wadey/Rediker/Unanimous The motion passed 6-0 (Biszantz absent) Pink Vail *motion to release final funding disbursement required Please see presentation for further details. CSE Minutes May 2, 2018 Page 3 of 6 • Albertson noted that their Net Promoter Score was 84 this year which is five points higher than 2017. • Albertson noted that many attendees are planning their vacation around the event. • Davis said the Golden Peak venue layout works great for the event. • Albertson agreed and confirmed that they plan on staying in Golden Peak.  Motion to approve the final funding distribution for Pink Vail. M/S/P: Valenti/Kundolf/Unanimous The motion passed 6-0 (Biszantz absent) Burton US Open Snowboarding Championships *motion to release final funding disbursement required Please see presentation for further details. • Heingartner noted their 2020 Sustainability Goal is very important to Burton and the Burton US Open Snowboarding Championships • Heingartner noted their goal in 2020 is to have 75% waste diversion and be a carbon neutral event • Heingartner said that the Burton Pop Up Shop had the most successful year yet • Heingartner noted that attendance was strong with over 21,700 unique attendees • Heingartner noted that 51% of attendees came to Vail specifically for the Burton US Open Snowboarding Championships • Heingartner noted the ROI to Vail was $7.64 per dollar funded. • Valenti asked how the app worked this year • Heingartner said it worked well and are investigating targeting and notifications such as autograph sessions. • Valenti asked if the goal is to have visitors download the app • Heingartner said yes it is heavily promoted • Davis asked how many downloads • Heingartner said she will confirm and provide that information • Davis noted that all aspects of the event align with the Vail brand • Wadey asked if event cancelations can be rescheduled • Heingartner said that the Slopestyle Women had a difficult event in Pyeongchang and they were grateful to provide their input to cancel the event based on their opinion • Wadey asked how Council presentation went • Heingartner said it went very well • Dieghan noted that he has never had a better response from Council on any item • Gordon asked how the supplemental funding was spent • Heingartner said it went into sustainable programming, digital marketing, and into the VIP experience in Solaris CSE Minutes May 2, 2018 Page 4 of 6 • Heingartner said they will not be asking for additional funding for 2019 but will ask for the same level of funding  Motion to approve the final funding distribution for Burton US Open Snowboarding Championships. M/S/P: Kundolf/Rediker/Unanimous The motion passed 6-0 (Biszantz absent) Review of 4/19 Vail Branding Meeting: • Davis said the teen marketing strategy is good but it presents an opportunity to have a conversation about safety in the Town of Vail • Vlaar clarified that Vail is safe and said it is more about the coming of age where kids have freedom and parents can let them go • Davis agreed and added that we should be aware of any blind spots • Rediker said she likes this direction and that it has always been this way but is great to call it out • Vlaar noted that Vail Resorts is converting their website over to a summer focus that still has winter elements included • Vlaar said the influencer program is close to being finalized and will bring influencers on that have a lot of followers that resonate with the Vail brand • Wadey asked how many people are surveyed to conclude the Vail App data • Wadey noted that she feels the results may be skewed and would like to confirm that they are correct • Waniuk said she will follow up with numbers • Vlaar said the goal is for people to download the app and identifying relevant content • Gordon noted that the events content in the app needs improvement including extending the calendar past two weeks • Waniuk said she will follow up with the app developer • Gordon noted that Vail.com calendar is up to date and is fantastic • Vlaar asked the CSE to identify events that already identify with the campaign of reaching families with teenagers • Wadey said she is interested to see the return on e-mail campaigns • Vlaar said that Vail Resorts is engaging winter guests that have never been to Vail in the summer • Kundolf suggested that the communications should include the fall season • Vlaar said the campaign is season agnostic Review 5/1 Education & Enrichment Council Presentation: • Davis said that overall there was not any specific direction and that Council will keep the status quo • Gordon noted Jenn Bruno’s question asking what the CSE thought of having one bucket of funding instead of two different categories CSE Minutes May 2, 2018 Page 5 of 6 • Valenti said it could be problematic due to the scorecard and the criteria that is desired from Education & Enrichment (EE) events • Valenti said there are already some EE events that are already Cultural, Recreation, and Community (CRC) events • Rediker asked if Council funds the CSE and then the CSE splits the amount into two categories, not the Council • Wadey said the CSE went to Council and asked for an additional amount of funding specifically for the EE category • Waniuk suggested that creating a combined scorecard would be difficult due to differing criteria between CRC and EE events • Davis said that Moffet asked what is the Bravo! Vail type of event in the EE category • Davis said Coggan noted that EE events are needed in our community • Waniuk said she will send the Council video on High Five Media to the CSE • Waniuk confirmed that there are no action items as a result of the Council meeting • Vlaar said the idea of an iconic event does not have to be specifically in the EE category • Gordon said that there needs to be brick and mortar funding through real estate sales like the Ever Vail project to support the sustainability concept • Waniuk said she is going to add the review of the RFP and scorecard on the June agenda Discussion: Recruiting New Events for 2019 See presentation for further details. • Valenti asked if we have had any conversations with Spartan Race • Saeger said we have spoken with Tough Mudder but Vail Resorts has not been interested in hosting • Vlaar noted that an event like Spartan Race that attracts families and teens is the type of event that fits directly with the strategy of attracting families and teenagers • Kundolf suggested looking at alternative film festivals to come in May • Kundolf added that a seminar for writers and journalists would be a good fit for May and indoor venues • Rediker said she understands why businesses close but need to ensure that the event is large enough for businesses to stay open Concert Venue Update: • Saeger noted that the direction that the town is moving in is to maintain Solaris as a concert venue • Saeger said the Town may engage with a third party professional venue organization to determine the best venue setup in Solaris which could maximize attendance CSE Minutes May 2, 2018 Page 6 of 6 • Saeger said that staff would like to continue to move forward with investing in Ford Park parking lot to make it a viable concert venue • Saeger noted that Ford Park parking lot with improved infrastructure could act as a recruiting tool for future events and music festivals New Business and Community Input: • Waniuk shared the new DestiMetrics report showing occupancy rates year over year in order to identify need weekends • Waniuk said the Vail Mountaineers have been challenging to work with • Wadey noted the VCBA summer update is on June 4th • Waniuk added that the Outlier Offroad Festival’s website is updated  Motion to adjourn at 10:16am. M/S/P: Kundolf/Valenti/Unanimous. Motion passed 6-0 (Rediker absent)