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Home My WebLink About3. 2018_Snow_Days_Request_for_Additional_Funding_08012018 To: Town Council From: Mia Vlaar, Economic Development Director Date: August 1, 2018 Subject: 2018 Snow Days Request for Additional Funding Summary Following two years of low snow starts to the winter ski season in Vail, Highline, Vail Resorts, community partners, and town staff have come together to propose a large scale community wide event – a reconcepted Snow Days, to stimulate demand and drive visitation in Vail from December 13 – 17, 2018. The four day event would feature live music, concerts, lodging deals, merchant and restaurant activation in town, and music, specials, and additional activation on mountain. The concerts would be held at Ford Park parking lot and draw visitors from Colorado and beyond, in addition, the activation in Vail would ensure visitors and the community would celebrate winter regardless of snow conditions on the mountain. Lodging packages would be built to provide substantially lower nightly rates than are normally offered during early December, rewarding guests for longer stays. In addition, the merchant and restaurant communities would come together to support Snow Days with activation on premises and special offers to enhance the overall value proposition. The event would be combined with elements of Vail Holidays events, including tree lighting, Kris Kringle market and skating shows at Dobson Ice Arena, expanding the target audience well beyond the younger concert goers to dynamic families in the front range of Colorado and beyond. Background Highline, Vail Resorts, and the lodging and merchant communities believe that by working together to create a robust, community wide event with two nights of major free concerts in Ford Park plus activation throughout the villages, guests will commit to coming to Vail December 13 -18 – even if snow conditions are less than expected. Economic Considerations December occupancy has decreased from 58% in 2011 to 49% in 2017; while a number of factors contributed to this decline, low snowfall is a major factor, and current reservations on the books seem to be reflecting a ‘snow hangover’ – guests are reluctant to commit to an early season visit without confidence in good snow accumulation. In fact, current occupancy reports, while on a much smaller base, show decreases from last year for most of the month of December, including the early holidays. Snow Days funding from Town Council via the Commission on Special Events has averaged $44,167 annually for the past 7 years. 2018 funding approved by the Commission on Special Events is $30,000. As funding has decreased, so has attendance at the events. Competition has increased as resorts work to attract guests during the early December period, offering visitors more options on where to travel. Highline, as event producer, is requesting additional funding to create a bigger event with better talent, bringing more visitors to Vail over a four day period during a low demand time frame. Action Requested Highline requests $270,000 ($30,000 has been already been allocated by the Commission on Special Events for 2018 Snow Days) from the Town Council, in addition to the funding committed by Vail Resorts ($200,000) and additional sponsors, for a four day event budget totaling $544,300. Town of Vail Page 2 Thursday, December 13, 2018 ALL DAY Vail Snow Days Merchant Program Vail Village/Lionshead Vail Snow Days Restaurant Program Vail Village/Lionshead On Mountain Activations Vail Mountain 12-2PM Music with a View Mid-Vail : On Mountain 4PM Apres Music Mania-Bars.Apres Spots Vail Village/Lionshead Friday, December 14, 2018 9AM-4PM Interactive Expo Village Mountain Plaza ALL DAY Vail Snow Days Merchant Program Vail Village/Lionshead Vail Snow Days Restaurant Program Vail Village/Lionshead On Mountain Activations Vail Mountain 4PM Concert Pre Parties-Bars Vail Village/Lionshead 6PM Concert Ford Park Concert Venue 10:30PM After Dark Post Parties-Bars Vail Village/Lionshead Saturday, December 15, 2018 9AM-4PM Interactive Expo Village Mountain Plaza ALL DAY Vail Snow Days Merchant Program Vail Village/Lionshead Vail Snow Days Restaurant Program Vail Village/Lionshead On Mountain Activations Vail Mountain 4PM Concert Pre Parties-Bars Vail Village/Lionshead 6PM Concert Ford Park Concert Venue Family Skating Program [tickets required Holidays] Dobson Ice Arena 10:30PM After Dark Post Parties-Bars Vail Village/Lionshead Sunday, December 16, 2018 9AM-4PM Interactive Expo Village Mountain Plaza ALL DAY Vail Snow Days Merchant Program Vail Village/Lionshead Vail Snow Days Restaurant Program Vail Village/Lionshead On Mountain Activations Vail Mountain 12-2PM Music with a View Mid-Vail : On Mountain Kris Kringle Market [Holidays] Vail Village 4PM Apres Music Mania-Bars.Apres Spots Vail Village/Lionshead 6PM Holiday Tree Lighting Ceremony [Holidays] Vail Village PROPOSED SCHEDULE OVERVIEW Apres Music Mania • Kick off and wrap up Vail Snow Days with Music Takeover • Coordinate with bars and apres restaurants to feature different bands/music • Run specials, giveaways, contests Merchant Program • Coordinated through Alison Wadey • Create program to incentivize retailers/galleries/merchants to participate • Vail Snow Days branding in each location • Encourage animation in each location • Live Music, refreshments, Meet and Greets with artists/designers/etc., Trunk Shows, specials, pre Holiday promotions [free gift wrapping, shipping] • Take-a-Snow-Day Surprise and Delights • Random acts of Kindness throughout the Vail Village and Lionshead • Consumer Passport Program • Consumers who visit participating retailers/galleries/merchants will be able to earn points through the Vail app and be eligible for giveaways throughout the weekend • Lift tickets, lodging, VIP, merchandise from partners, etc. Restaurant Program • Vail Snow Days Restaurant Specials [similar to Restaurant Week] • Encourage restaurants to participate • Run specials, Winemaker Dinners, Chef for a Day, Chef tables, etc. Lodging Program • Coordinated through Vail Resorts • Encourage lodging properties to package 3 night specials over Vail Snow Days to encourage longer stays • Properties onboard: • Sonnenalp EXPENSES 3,650.00 Advertising/Marketing/Promotions 1,250.00 Charitable Donation (Bev Sales) 3,000.00 Contract Labor 41,750.00 Equipment Rental 6,000.00 Insurance 6,400.00 Event Lodging 35,600.00 Event Management (EP/AP) 26,000.00 Event Payroll Expense 2,600.00 Event Supplies 20,300.00 F&B Expenses 1,700.00 Licenses and Permits 175.00 Meals/Entertainment 500.00 Office/Computer Supplies 175.00 Postrage | Shipping 37,500.00 Production 87,975.00 Project Fee 10,500.00 Security/Medical 9,000.00 Signage 7,375.00 Sponsor Implementation/Fulfillment 240,000.00 Talent/Bands 2,850.00 Vehicle Expenses 544,300.00 TOTAL REVENUES 270,000 Town Council Mid Season Request 30,0000 CSE Contribution 200,000 Vail Resorts Funding 15,000 Sponsorship 30,000 Ticket Sales/Beverage Sales 545,000 TOTAL PROPOSED BUDGET