HomeMy WebLinkAbout2002 CSE Minutes Commission on Special Events
July 09, 2002
Vail Council Chambers
10:30 -11:30
Minutes
Commission on Special Events Present: Bill Jewitt, Packy Walker, Steve Rosenthal,
Dave Chapin, Devin Alvarez, Rick Scalpello
Commission on Special Events Absent: None
Advisory Board Present: Kaye Ferry, Rick Chastain, Peit Peters, Kurt Krieg, Steven
Connolly, Scott McCormick, Pam Brandmeyer
Advisory Board Absent: Joel Health and Chris Jarnot
I. Special Events Guidelines -Discussion 10 minutes
a. Rick Scalpello is uncomfortable taking position on 3 reasons:
1. Arbitration still in agreement
2. Restricts CSE Control
3. Difficult to get through process
_ _ b. Bill Jewitt corrected Rick and pointed out that the arbitration
process is still in agreement at the direction of the town council,
however it hoped that all disagreements can be handled by the
CSE
c. It was said that the Commission needs to come up with one
comprehensive document that is simple and can welcome
promoters to the area.
d. A motion was made by Rick Scalpello to table the guidelines and
have 3 voting members of the CSE review document and make a
proposal to CSE.
e. Motion not accepted
f. Dave presented a motion to accept guidelines with revisions by
committee. It was seconded by Packy Walker and was passed
4-l. Rick Scalpello opposed.
g. Revision committee will be made up by Packy Walker, Steve
Rosenthal, Devin Alvarez and Rick Scalpello
II. Review Current Programs:
a. Block Parties -VCBA 20,000.00
b. Jazz Festival -VCBA 22,5,000
c. 3 on 3 Soccer -
d. Volleyball/King of the Mountain -
e.Street Entertainment -VCBA 75,000.00
f. Italian Festival - 25,000.00
g.Arts Festival - 5,000.00
h.Teva Whitewater - 60,000.00
i. Big Wheel and Chili - VVTCB
j. Vail America Days -VVCTB
k.Octoberfest -VVCTB
1. X-mas Tree Lighting -VVCTB
1. Numbers do not include labor, etc. they go to actual event.
2. Will discuss actual numbers at next meeting
III. New Ideas:
a. Rick Chastain of the VVCTB discussed ideas that are open
1. PGA Event
2. Xtreme
3. Fed Cup -women's tennis version of the Davis Cup
b. Kurt Krieg -Vail Valley Foundation
c. Piet Peters - Rec Department discussed ideas that are open
1. Lacrosse Tournament
2. Soccer Tournament
3. Bike Racing Series
4. Mountain Bike Series
IV. Mission Statement: To support street entertainment and special events for
vitality, economic viability ,year round fun, sense of community and
increased quality of experience for guests and residents.
a. The Committee discussed its mission statement guided by ordinance 18
b. A motion was made by Steve to adopt mission, seconded by Devin
c. Motion passed 5-0.
V. Measurements:
a. Increase Lodging Tax receipts
b. Increase Sales Tax Receipts
c. Improve guest intent to return -Add sense of community
d. Add intangible returns
e. Committee does not want to adopt, rather use as a guideline, not a rule.
VI. Budget Committee was formed -Serving is Devin, Rick, Steve and Kaye
VII. Leon Fell -
a. Gave a wrap up report on the King of the mountain Volleyball
Tournament -Everything is good.
VIII. Adjourn:
a. Motion to adjourn by Steve, second by Packy, motion passed, 5 - 0,
11:45 am
Minutes Approved September 24, 2002
Motion by Dave Chapin, Second by Packy Walker, passed
unanimously.
Approved by: , Date: , 3
Bill Jewitt, Chairman ommissio~on Special Events
Vail
Chamber & 241 South Frontage Road East Suite 2
Vail, Colorado 81657
Business phone: 970-477-0075
fax: 970-477-0079
Association a-mail: vcba(c~.vail.net
Commission on Special Events:
Meeting Minutes: August 13, 2002
Location: Town of Vail Council Chambers
Board Members in Attendance: Devon Alvarez, Rick Scalpello, Packy Walker, Steve
Rosenthal, Dave Chapin, Stephen Conelly, Piet Peters, Kurt Krieg, Rick Chastain, Joel
Heath, Kaye Ferry, Pam Brandmeyer, Chris Jarnot, and Chairman Bill Jewitt.
Board Members Absent: James Deegan
Meeting called to order at 10:15a.m.
Announcements:
• CSEAgreement: Bill Jewitt addressed the Commission on the guidelines
pertaining to procedures on arbitration. The CSE guidelines show that the talk of
arbitration should be null and void referring back to the ordinance.
Meeting:
• Agenda Topic (1): Approval of CSE Request to Council of $585,500 for 2003
Operations: The request to Council for funding has to be in by 16~'. Bill Jewitt
discussed the importance of demonstrating the Commission's abilities. He
brought up the motion that a good example of doing that would be asking for the
same amount of money from last year and prove that we can do well with that
money. He thought it was important to take into account the Town's lack of
excess funds and therefore build credibility with them by working with the same
funding as last year. Steve Rosenthal moved and Dave Chapin seconded the
motion for the approval of CSE request to council of $586,500 for 2003
operations.
Rick Scalpello disagreed to the motion because he didn't think the Board was
addressing the issue of whether or not they were going to need additional
staffing. He asked if the Commission was going to first of all hire some people
and second if they were satisfied taking that money out of the funding to pay for
it. Rick said that it takes extra resources to fund events, so it is necessary to
request more funding.
Rick Chastain discussed different costs of running events. The Town of Vail
gives the VVCTB $468,500 a year. The net operating expense of events is
$511,000. An additional $200,000 needs to be generated to break even. The net
income generated from running these events is only $4,000. The money that is
generated pays for operating expenses. Bill agreed that we need an administrator
for events but he thought those events required an internal support system
opposed to just hard money.
A good point brought up was sponsorship. Through this the Commission could
bring in events that won't cost as much money because the event will bring in its
own sponsors. Bill said he thought it was premature to say that existing funds to
pay for events administration would decrease the amount of events we can do.
Kaye thought the CSE should take the same amount of money they had last year,
do a better job with it, and prove that the CSE is an entity that works. She also
offered the services of the VCBA to facilitate meeting notices, minutes, and other
administrative services as an interim alternative. Dave Chapin agreed with
Kaye's idea. He said that down the road he thought it would be a good idea to
request more money, but at this point in time we need to use the administration
that is currently available. Steve Rosenthal concurred, and said he would feel
more comfortable giving this one-year before the CSE requests more money. The
motion was put back on the table to request the same amount of funding as last
year. The motion was passed.
• Agenda Topic (2): Discussion of Timetable for Funding Decisions:
Request for Proposals: Joel Heath started out by discussing the acquisition of
entertainment. There are three levels of events: community, regional, and
national. A major promoter won't look at any event if the proposal is anything
under 12 months. The earlier you can commit to a promoter, then the more they
can work around you and the event. Devon Alvarez agreed and even
recommended an 18- month advance.
Presentations: Bill Jewitt discussed the importance of working on a double track
system. It is important to hustle on the 2003 proposals and presentations and
work more academically on 2004. Joel Heath agreed and added that it looks a lot
better in front of Council with advanced planning.
Decisions: As soon as funding decisions are made, then it is time to make
presentations. Joel Heath said there needs to be two funding allocations by
October 2003. The objective is to have 2003 finished up by this year. By January
of 2003 we need to make the decisions for January 2004.
Bill Jewitt asked Joel Heath if we were to make decisions on 2003 National
Events at the October meeting, would that put us in bad shape? Joel Heath replied
that it would be better if we could look at the proposals in September, and have
the decisions made by the end of September. Bill Jewitt said that the Commission
needs to see three things happen. The first is to listen to the 2003 National
proposals in the September meeting and have decisions made by the end of
September. Devon Alvarez helped recap the time frame the Commission should
be looking at. By the next meeting, RFPs for national events need to be sent out,
and presentations need to be made. By the end of September, national decisions
need to be made. Eighteen months out the Commission should have almost
completed decisions for 2004.
• Agenda Topic (3): Discussion of Funding Criteria for Major Events, Ambient
Entertainment, and Seed Money:
Rick Chastain pointed out that our main goal with major events is to attract large
enough promoters that have their own sources of revenue. They would have
certain expenses but would be able to generate some revenue. Bill Jewitt said we
are pretty limited as far as to what we can bring in this year. Joel Heath discussed
how important it is to identify a strategy in order to acquire a business plan. One
of the most important facets of establishing a strategy is including funding in the
criteria for a specific event.
As the discussion of funding progressed, certain questions were brought up.
Where can we get a bang for the buck? How much money should we spend on
events? How much do we want to fund? Devon Alvarez came up with the idea of
putting a percentage of the money away so we can create relationships to get
national exposure. Rick Scalpello also asked what types of events we want to
attract to Vail.
Bill Jewitt expressed the importance of finding a clear idea on how much money
we want to spend on major events, ambient entertainment, and seed money. Chris
Jarno said there needs to be a balance of all three, creating with an intent to return
people coming back, generating media exposure, and increasing traffic. Packy
Walker said that we need more vitality across town. People want to be
entertained, and it's our job to entertain them. Steve Rosenthal agreed with Packy
and added that this is not cone-dimensional situation. As important as it is to
have strong national media exposure and a good tie-in with marketing, it is also
important to keep regional visitor's happy with something to do.
Rick Scalpello voiced his opinions over the funding criteria. He is very much in
favor of ambient events and thinks we need to work with the marketing district.
He doesn't think we have the venue for national events but thinks regional events
that draw in participants is the route to go.
Devon Alvarez agreed with Rick Scalpello that ambient events are a must. He
discussed how regional events draw in participants and create a great atmosphere
for Vail but thinks national events are crucial to draw in the big sponsorship
dollars and name for Vail. Dave Chapin concurred with Devon and added that
national events are always something the Commission needs to focus on and
keep their name out there as the "king of events". Dave thinks that it is
imperative to score a huge national event.
Rick Chastain discussed a general theme that he would like to see play out for
Vail. It's not just getting people to come to the event, it's converting the
customer to come back on a year round basis. Rick thought that it was important
to put money aside.
Stephen Connely thought that we should go after two icon events, continue to
seek regional events, and blanket the summers with ambient entertainment. Joe
Blair brought up the point that the event is just a platform, it only opens the door
but good marketing keeps it in place.
Bill Dewitt talked about how he wants to concentrate more on how each event ties
into a marketing strategy. There needs to be a relationship with a governing body.
Rick Scalpello said we need to narrow our focus on doing things well. Bill
concluded by emphasizing that this discussion has the Commission thinking
about how as a group we want to fund events, where we want to spend money,
and what direction we are headed in.
The meeting was adjourned at 12:OOpm.
Minutes Approved September 24, 2002
Motion by Dave Chapin, Second by Packy Walker, passed unan/imously.
Approved by: ~/i'~ • ti Date:. ~/l ~
Bill Dewitt, Cha' an, Commission on Special events
r',
Vail
Chamber & 241 South Frontage Road East Suite 2
Vail, Colorado 81657
Business phone: 970-477-0075
fax: 970-477-0079
Association a-mail: vcbana.vail.net
Commission on Special Events:
Meeting Minutes: September 10, 2002
Location: Town of Vail Council Chambers
Board Members in Attendance: Joel Heath, Kurt Kreig, Stephen Connelly, Piet Peters,
Pam Brandmeyer, Steve Rosenthal, Dave Chapin, Bill Jewitt, Rick Scalpello, and Kaye
Ferry.
Board Members Absent: Packy Walker, Devon Alvarez, Rick Chastain, Chris Jarnot, and
James Deegan.
Meeting was called to order at 10:15 am.
Announcements:
• Matt Mier, Vail's Town Attorney, talked about the functions, applicable
laws, and roles of the Commission. The Commission was created by the
town. The Board has a total of up to 15 members, 5 voting, and 10 non-
voting and a Chairman from the Town Council. Any members of the
board can be removed at will, and the Board can be abolished by the
Charter. Robert's Rules are the basic parliamentary procedures that are
suppose to be followed. Matt informed everyone that if they were not
familiar with Robert's Rules, then there was a good video to see at the
library. Hr then discussed the Chairman's rules. The Chairman runs the
meetings, and in this case is anon-voting member. The Chairman decides
who speaks and who doesn't. It is important that procedure is followed.
There is also an ability to form committees but according to Robert's
Rules, the committee needs to be representative of all members of general
assembly.
Matt then discussed the three primary functions of an Opens Meeting's Law. The
meeting needs to be open, there needs to be notice, and minutes are required. The
requirements need to apply to any meeting discussing public business. If three or
more members get together to discuss public business, it must be noticed. The
notice requires that it is full and timely (24hours of public posting will suffice),
there needs to be specific agenda items on the notice, and if there is any
possibility of formal action, or the adoption of any proposed position, then there
needs to be minutes transcribed, voted on, and approved. The penalties for
violating these rules are that any actions can be invalidated.
According to Robert's Rules, when establishing a committee, the Chair usually
appoints the committee. When selecting the committee, the Chair needs to gather
information, investigate, and figure out who the committee should consist of. All
of the members should be represented at some level.
Kaye Ferry asked if the minutes combined from the last commission meeting as
well as these minutes could be approved in bulk at the next meetings. Matt said
yes. Steve Rosenthal then asked if the commission was indemnified and covered
under any sort of policy. Matt said that the commission was covered under the
Errors and Omissions Policy and the General Liability Policy. Dave Chapin asked
Matt about executive sessions and if they need to be recorded. Matt said in most
cases they do. An example of not needing it recorded would be if someone were
getting advice from Matt, under attorney-client confidentiality. Matt said if
anyone had any questions to ask him.
• $107,933 of seed money can be rolled over for the request for funding to Council
totaling $694,433. Council can ask for that money to be transferred to the CSE.
Meeting:
• Teva Mountain Games Presentation: Joel Heath from Untraditional Marketing
gave a presentation over the Teva Mountain Games requesting seed funding for
the 2003 games. Joel has been with the Teva Mountain Games since it started
with the Tourism Bureau. Joel then put on a 2- minute segmentation about the
event on Fox Sports. He then gave about a 20 minute Power Point Presentation
over Teva Mountain Games. (Please see packet that was distributed for
details).
Rick Scalpello asked him when he saw Untraditional Marketing not needing seed
money from the Commission anymore. Joel said they would never be in a position
when it wouldn't require seed funding. Steve Rosenthal clarified that Joel was
requesting the same amount of money from last year but increasing the 2003
event roughly 50% in cost. Steve pointed out that the Commission would be
getting "a better bang for the buck." Steve also said that he would like to get some
sort of commitment from Joel that the seed money will consistently go down over
the years. It doesn't necessarily ever have to go down to zero, but some lower
amount would be prudent. It would be nice to have a response on how they can
head on a downhill trend.
Joel replied to Steve's comments by stating that as long as they break even he
promises to decrease the requests. As long as labor and overhead are at zero, then
it will go down. Their ultimate goal is to be self-sufficient. Dave Chapin asked
why there was no mention of Lionshead for the Teva Mountain Games. Joel said
the event needed to start in the core and work out.
Kaye Ferry voiced her concerns. Who will be here in ten years is not meeting the
needs of who will be here today. She stated that the Commission is a Special
Events Group not a Marketing Group. Bill Jewitt proceeded to read the three main
points of the mission statement, which are to create lodging tax receipts, retail
guest receipts, and to get visitors returning to Vail. Kaye sald that an event that is
7yrs old that $100,000 to afor-profit company is too much. They should be
standing on its own right now. Pam Brandmeyer interjected and pointed out that it
has always been funded as a contracted event with Town Council. The Town has
always taken the road of being a corporate sponsor.
Joel Heath responded to Kaye's comment by pointing out that the Commission is
very much tied to marketing several marketing aspects. Kurt Krieg agreed with
Joel and thought that he should get the funding for this event. Piet Peters
discussed how much this event has had a phenomenal impact on Vail. He said that
Joel did a great presentation, and if the Commission was going to invest in
anyone's company, then it should absolutely be Joel's.
Bill Jewitt said unfortunately the Commission's mission statement does not
include marketing. Bill asked if there was a feeling that they should support this
and give Joel a decision right now, or wait because two voting members were
absent. Steve Rosenthal said that if you go over each part of the mission
statement, this event fits in to each part of it. Steve thought it was only fair that
the Commission gives him a set date and answer very soon.
Rick Scalpello said he felt uncomfortable giving Joel a commitment until they
knew how much funding they were going to get from Council. Dave Chapin said
that they shouldn't put Joel off much longer though. Pam said that they were
hoping to get a final decision from Council by September 17th. Joel said from the
perspective of the allocation of funds, October 1St needs to be a date that he faces.
• Request for Proposals for 2003: Bill Jewitt called the next item of business on
the agenda, which were the RFPs for 2003. He asked the Commission if there
were some areas that needed to be focused on, and how the RFPs would be
formulated. As a political decision, he wanted to know where the Commission
was going with this. Rick Scalpello raised some questions of where the money
was spent the last year, haw do they break these events down and decide how
much money is allocated to these events?
Kaye wanted to make a list of things that will absolutely happen again. She
wanted to figure out what the CSE will keep and analyze the others. Certain
events for example, the 4th of July, and the Christmas Tree Lighting are functions
that will continue to be funded. Steve Rosenthal asked if the Street Entertainment
did any good. Bill Jewitt observed that there were not a lot of people watching
these groups, and they were always moving around. He thought it was nice to
have Street Entertainment but it didn't do a lot to drive business. Bill Dewitt said
that they need general ideas for the RFPs. Joel Heath said that first it is necessary
to develop the strategy, then find the RFP. While working with the Marketing
District, specific time periods need to be identified with what kind of people will
be there during that time. Then it is time to establish a relationship with the
producers while finding the people you can trust.
Steve Rosenthal said there have been a lot of events that have evolved. He wants
to look at the major things coming in, and figure out if that is the basic structure
they want. Bill Dewitt asked if it was possible to solicit producers who would go
out and solicit beyond valley events that will come here. Joel interjected and said
it was important to first find what you are looking for first, then find them. Kaye
will call Scott at Longwoods for ideas. Bill Dewitt wanted to call a meeting in two
weeks, which is September 24`x' at 9:00 am. Pam will notice that meeting.
Steve Rosenthal motioned that the meeting be adjourned and Dave Chapin
seconded the motion.
***The meeting was adjourned at 12:30 pm.
Minutes Approved September 24, 2002
Motion by Dave Chapin, Second by Packy Walker, passed unani/mously.
Approved by: ~ Date: , /
Bill Dewitt, Chairmag~ommission on Special Events
Commission on Special Events
Meeting Minutes: September 24, 2002
Location: Town of Vail Council Chambers
Board embers in Attendance: Voting Members: Dave Chapin, Steve Rosenthal, Rick
Scalpello, and Packy Walker. Advisory Members: Pam Brandmeyer, Rick Chastain,
Stephen Connolly, Kaye Ferry, Joel Heath, Scott McCormick, and Chairman Bill Jewitt.
Board Members Absent: Devon Alvarez, Chris Jarnot, Kurt Krieg, and Piet Pieters.
Others Present: Joe Blair, Robb Chiles, and Sybill Navas
Meeting called to order at 9:OSam.
¦ Approve Minutes of Previous Meetings: Tabled to end of meeting to allow discussion
of changes/amendments suggested by Rick Scalpello.
¦ Decision on CSE Funding Priorities for 2003 and 2004: Bill Jewitt introduced the
discussion by referring to the a-mail correspondence from Scott Hanson at Longwoods
International. Hanson indicated that they would be available to assist the CSE in
strategic planning as part of their contract with the VLMAC and proposed that a joint
discussion take place to align the two groups. Bill raised the following questions:
o How important is it that the CSE tie itself to the plan adopted by the VLMAC
and Council?
o Are we comfortable considering June through mid-September as our target,
given that July and August are fairly well taken care of?
Steve Rosenthal stated that it was prudent to tie the CSE program to the Longwoods
plan, and agreed that July was busy anyway. He did not feel that focusing on May and
October would be of much incremental benefit without additional marketing Packy
Walker suggested that early ski season might be worth considering, and that we should
wait and see what the VLMAC does. Dave Chapin added that the 34-65 year old age y
group was not a mandate, and that the CSE should not overlook the younger end of the
spectrum, which is the source of future customers. He questioned the validity of
focusing on "cultural" events, at the expense of some of the more athletic visitors. Rick
Scalpello asked, "What is the role of the CSE relative to the VLMAC?" Should focus
be bringing people to Vail, or insuring that they come back? Need to determine time of
year and age group focus before defining the allocation strategy. He noted that the
ordinance states that the CSE should follow the Town Council's guidance, not that of
the VLMAC.
, .
Packy asked for clarification of the VLMAC/Longwoods strategy. Steve presented it
as:
0 1/3 Group Sales/ 1/3 PR/ 1/3 Front Range (as expanded by "drivable" distance
to include Kansas City, Dallas etc.)
o' ~ ~ 34-65 year old "psyche" (not necessarily age)
o "Cultural" events prioritized over sports.
' He personally felt that if large are allocated to an event then it must fit the strategy,
but if the amount of subsidy is low, i.e. in the $Sk range, and it would provide
positive PR and ca~~u~~unity value, it should be considered anyway.
There was a question as to the amount of the funds that the CSE~has available this year.
Out of a total of $694k (which includes the rollover of $107k unspent last year), ~ ~
council has allocated $30k to the Jazz Foundation and is expected to allocate an 1 ti ~sl? I
additional $100k for the New York Philharmonic- leaving $564k. ($585k was available,
in 2002.)
o
Stephen Connolly echoed the value of working with the VLMAC, not getting in heir
way, but looking outside their parameters, especially with regard to early June, 4 ~ of ~ "
July parade, Christmas lighting- all of which are outside the scope of the VLMAC- and
recognize the merit of these events for the community at large.
Kaye Ferry stressed the value of paying attention to the Longwoods recommendations.
They are experts we have already paid for and we should take advantage of their ,
experience. Longwoods advice is that the CSE budget is too small to make more than a
small investment on any one event. VLMAC should have a role in promoting CSE
events because of the small size of the budget- CSE cannot be responsible for BIG
events. It is the role of the CSE to entertain people when they are here, to keep them in
Vail- not to draw them here in the first place.
Rick Chastain pointed out the value of looking at other successful communities- that
` San Diego and Jacksonville were able to get the Super Bowl with relatively small
investments. Integrate with the marketing plan, Yes. Entertain our guests, Yes.
$564K is enough to go after 3-4 events. The key is identifying events that have the
ability to generate revenue to support the budget. Rick identified the USTA Fed Cup
(women's version of the Davis Cup) or apro-cycling tour event as possibilities where
revenue could be shared from ticket sales, lodging packages, sponsorships etc.
He added that the CSE should be a catalyst to get investments from the private sector.
What facilities do we need- indoor and field? Municipal infrastructure needs to be in
place to make the process easy; i.e. permitting process, in-kind labor, equipment etc. f
We should be looking for alternate revenue structures. He suggested holding back
$200k in 2003 while we research opportunities that might be available, while
continuing to support the same events as last year.
Steve observed how important good attendance and quality of the measurement are to
generating the continuity of an event. Rick C. noted in response that Vail has a great
reputation as a community, a good history of producing world-class events, and that it
should not be difficult to attract good events- especially sports.
Rick Scalpello again questioned if the intent is to focus on entertaining people after
they are here, OR, are we going for overnight guests and day visitors?
Times of year were identified as:
o Core Summer- it was observed that "core" weekdays are like "shoulders."
o Winter
o Shoulder Seasons
Town of Vail: Commission on Special Events - 2 - Minutes:24Sep02
Bill Jewitt summarized that the CSE would focus on the June to mid-September time
frame, and the tree lighting. He added that if something really great lands on our
doorstep, we should be open-minded. Vail needs to be "open" before mid-July and not
lock the door when school starts. If we act like we are "open" in June and early
September, there is a much larger potential for incremental business than in May or
October. Packy noted that we can't cure the State of Colorado's loss of the marketing
tax and how that has affected our national ranking as a tourist destination. Rick
Scalpello stated that we are not at capacity even in July, and that summer business in
Aspen is a significant part of their year- there is potential to make it more important
here. Focus on June vs. July needs to be more specific. Bill commented that there was
greater potential for a larger % increase in business in June than in July.
Kaye again stated that the Longwoods people are experts, that we just have opinions.
They have identified June 1 -September. We would get our biggest bang for the buck
by supporting what they are doing and test the plan they have provided. They are
willing to work with us to set-up criteria; they have the expertise to do events and
measurements. Steve observed that every event from last year already falls within that
criteria- Rick again stressed the need to have additional criteria to narrow down the
options.
Bill summarized the discussion as follows:
Time of year: June 1 to mid-September
Age group of focus: 35-64
Cultural events would be prioritized over sports events
Evaluate return on investment and National Branding opportunity
Tree lighting and 4`f' of July are `must-do" community events identified specifically
with Vail
Need to consider time of year, number of "bodies," amount of national exposure, and
how street entertainment fits in.
Joel Heath recommended 2 scenarios. He endorsed the Longwoods experts, but noted
that, although they have an established history in event marketing (i.e. Fingerlakes
Wine Country Promo in New York which is a hallmark of the region) this is the 1St
time they are stepping beyond their traditional role in Vail as research consultants. In
2003 the timeframe is too short to be anything other than reactive-let's go with the
events of last year. Shoot for 2004 as the goal of a strategic plan worked out
cooperatively with the VLMAC and the Longwoods experts.
Stephen Connolly commented that most people did not move here for the arts. Bill
reiterated that it was not the intent to eliminate sports events, but to try to stay in line
with the Longwoods plan so that the determination of value would be measurable. Rick
commented that sports and cultural events attendees are not necessarily mutually
exclusive. Steve noted that council had taken the decision out of the CSE's hands by
funding the performing arts from a separate fund. Bill clarified that council did not
want to risk the cutting of funding from certain established performing arts events.
Town of Vail: Commission on Special Events - 3 - Minutes:24Sep02
' Kaye stated that it was the role of the VLMAC to get people here and the role of the
CSE to make them happy when they are here, and to give them a reason to stay. The
goal and mission are defined by the VLMAC-let's stay in sync.
Steph`e'n Connolly identified a need for 4 tiers of events:
o Icon Events: i.e. World Championships etc.
o Marquis Events: i.e. Teva, "Vail-Fest" umbrella for Octoberfest, Music event,
soccer etc.- create an inclusive marketing tool.
o Participatory Events: i.e. 3/3 Soccer, VRD Running Series, 4`~' of July Lacrosse
etc.
o Street/Ambient Entertainment from June to mid-Sept.
The following events were identified as obligatory:
o Christmas Tree lighting/New Year's Celebration
0 3 on 3 Soccer (1 year left of 3 year contract at $25k)
o Teva
0 4`~ of July Parade
o Octoberfest
Comment was made that with the current budget; $ZOk would have to be cut from
event funding to do just what was done last year. Steve noted that the $20k Olympic
Torch Relay and the council's funding $30k for Jammin' Jazz, would in fact free up
$25k for something else. Packy questioned why the tree lighting cost $22k- and was
informed that the New Year's fireworks were part of that event.
Kaye encouraged the group to assess what did not work- and possible allocation of
those funds for a new event. Cuts in Block Parties, street entertainment, Italian Fest,
Arts Festival could provide significant additional seed money and reiterated that it is
CSE's responsibility to re-evaluate these events. Steve Rosenthal agreed and noted that
by cutting $40k from some major events and reducing the street entertainment by
half- the seed money might be as high as $112k. Joel added that the reduction of the
Big Wheel event to $30k and no Jammin' Jazz or Olympic Torch Relay expenditures
could bring the available seed money to $130k. Rick Scalpello asked that people be
allowed to present ideas before the decision was made as to how much would be
allocated for new events. Steve responded that some events are "non-solicitable--" such
as the Block Parties, and that the CSE had to determine their value.
In closing, it was determined that the decisions on all but the Teva event could be put
off. In the interim, a proposal would be sent to Scott Hanson, Longwoods, providing
him the opportunity to educate himself on the list and to jointly evaluate the opinions
with a committee from the CSE. It was agreed there would be meeting between Bill
Jewitt and Rick Chastain representing the CSE, Kelly McDonald 1'i..~~~ the VLMAC
and Scott Hanson from Longwoods, to devise a set of criteria for presentation at the
next CSE meeting, which would address how much, where and when.
¦ Decision on funding
for TEYA Mountain Games: Joel Heath handed out a draft
budget for 2003 accompanied by an actual accounting of the 2002 event and presented
the following information:
o "Icon" event.
Town of Vail: Commission on Special Events - 4 - Minutes:24Sep02
o Average age of attendees has been 33.8
o Teva Corporate guaranteeing rooms at Sonnenalp to "make June."
o Estimated 7% increase in June sales tax as a direct result of the event.
o Largest % of cost is television; coverage will continue over 6 weeks.
o Event is expanding to 5 days. 2 days is not enough to provide good return on
investment.
o More competitive nature of the events has evolved into a need for larger prize
purses.
o Proposed event grown from 2 days to 5 days: June 4-8 in 2003. Cost is $75k
higher.
Steve Rosenthal commented that the 2 weekend days, which cost $25k last year, would be
the strongest part of the event and questioned the rationale of spending an additional $SOk
to add 3 "weaker" days. Joel responded that 2 days were not viable primarily on account of
the amount of television coverage promised. There is significant camera set-up time
involved. Teva Corporate will be here from June 2-8. For every $1 spent on lodging, there
is an estimated $3 additional benefit to the community.
Packy Walker observed that there is not much ancillary income and questioned how top
heavy is the management component of the budget. Joel indicated that the budget shows
$100k cost for labor, including staff and his own profit. Rick Chastain noted that most
events show a labor cost of about 40% of the budget.
Packy also noted that Lionshead does not see much benefit from this event. Would it be
possible to add some LH focus? Joel responded that when events are presented "head to
head" in LH and Vail Village they tend to steal impact from each other, however, events
held in one village or the other on separate weekends do benefit both. Packy also
questioned how one measures the value of television coverage.
Other Opinions:
o Stephen Connolly: Let's do it! Event is weatherproof, we are not likely to get a
cultural event in the time frame we have left, sales aspect will bring in guests,
marketing value of high definition TV is excellent, and the event has a proven
history.
o Rick Chastain: Value of TV is usually estimated by comparing the Neilson
rating with the cost of ads on a program of similar rating. Whitewater Fest
began with a small kayaking event in 1989 for the purpose of showing that Vail
was open for summer business- "we are not just a winter resort anymore" -this
is a great example of how an event can grow over several years. Consider-what
better opportunities are on the table? The event provides excellent leverage of
sponsorship and the addition of the corporate and sales aspects in 2003 is
valuable. Although having some misgivings over the idea that the $ l OOk
investment is 20% of total CSE budget, suggests that we, Do it!
o Dave Chapin: Event does a lot for the town, could do more for LH. Great
potential for media hit. Fills June void. Brings live beds and revenues in an
otherwise slow period. Time frame is short- we can and should do this event,
and felt that it may stand on its own in the future.
Town of Vail: Commission on Special Events - 5 - Minutes:24Sep02
' o Kaye Ferry: 20% of budget is too much. Pointed out the $100k investment
requires $2.Sm increase in revenues to generate break-even sales tax benefit.
o Steve Rosenthal: Yes. Good event for the time of year. Questions are, when
will event become more self-sufficient and how much do we want to give?
Given that the Council is making cuts, can Joel take less?
Joel responded that national sponsorships have increased the revenue side, but there is a
higher cost associated with more events. Packy asked what would be cut if less than $100k
would be granted. Joel said probably TV coverage, but could not give an accurate answer
without further examination. Steve moved to grant $70k, Dave suggested $95k. Rick
Scalpello seconded the motion at $70k, but after some discussion Steve's motion was
amended and seconded to offer $75k. On questioning, Joel indicated that the event could
still be an attractive event, although labor, level of athletic participation-especially
mountain biking, and TV would likely all be downgraded. Requesting permission to
comment on the motion, Joel stated emotionally that he was "blown away" by the
comparison of a nationally sponsored event of this scale to the "tree lighting" ceremony
and plead with the commission to realize the scope of the difference between the two. He
noted that the commission was not recognizing the return on investment that the Teva
event provided, nor how it fit into the stated strategy and criteria.
Vote was taken on the motion made by Steve Rosenthal, second by Rick Scalpello, to grant
$75k to Untraditional Marketing for the Teva Mountain Games in 2003. Passed 3 to 1. In
favor: Rick Scalpello, Steve Rosenthal, and Packy Walker. Opposed: Dave Chapin.
Joel asked the commission to please define the application schedule ASAP so as to provide
ample opportunity for national contracts to be developed in the appropriate time frame.
¦ Return to: Approval of the Minutes of
previous meetings: Rick stated that it was
inappropriate for the CSE minutes to be presented on Vail Chamber and Business
Association letterhead. Also, that Matt Mire stated in the September meeting that
while it is common for committees to be set up by the chair, it is also appropriate for
them to be set up by motion. Motion made by Dave Chapin, second by Packy Walker,
to approve the minutes of the July 9, August 13 and September 10, 2002 meetings.
Passed unanimously.
+ Final Business: Funding applications will be e-mailed to CSE members. Steve
Rosenthal reported that Bravo, VVF and VLMAC are working cooperatively to extend
the Hot Summer Nights into August, and may be seeking additional funding. Stephen
Connelly passed out an information sheet on "International Champions on Ice," a
professional figure skating show which could be brought back to Vail for the Christmas
holiday.
1V)<~el~ting adjourned at 10:55am.
ffi Next Meeting: Tuesday, ~cto~er 1 S at 9: OOam
Vail Town Council Chu~rtbers
Town of Vail: Commission on Special Events - 6 - Minutes:24Sep02
Minutes Approved October 15, 2002
Motion by Steve Rosenthal, Second by Da a Chapin, passed unanimy~sly. ~
Approved by: . ~.5~,/ Date: . ~//~/G>~
.
Bill Jewitt, Chairma f mission on Special Events
Town of Vail: Commission on Special Events - 7 - Minutes:24Sep02
Town of Vail
Commission on SDecial Events
Tuesday, October 15, 2002
Vail Town Council Chambers
I. Attendance:
Voting Members: Dave Chapin, Steve Rosenthal, Devon Alvarez, Rick
Scalpello, Packy Walker.
Advisory Members: Kaye Ferry, Joel Heath, Stephen Connolly, Pam
Brandmeyer, Rick Chastain, Chris Jarnot, Kurt Krieg, Chairman Bill Dewitt
Members Absent: Scott McCormick, Piet Pieters
Others Present: Robb G. Chiles, Joe Blair
II. Approval of Minutes
Motion was made by Steve Rosenthal to approve the minutes of September
24, 2002, second by Dave Chapin. Motion passed unanimously.
III. Effectiveness of CSE: Evaluation of progress to date, meeting schedule.
Dewitt introduced a discussion regarding allegations made by Diana Donovan
that the majority of CSE members believe the commission to have been
ineffective to date. He asked that all members give their opinion regarding
this accusation. Following are brief descriptions of what was said by each
member:
Steve Rosenthal: Mentioned he has not spoken to Diana about the
effectiveness of the CSE. He feels that the CSE got off to a slow start, but
it could be linked to the inexperience of the board. He strongly feels that
none of the voting members has a personal agenda and just a desire to
promote activities in Vail. Rosenthal feels the CSE is prudent and not
dysfunctional.
Dave Chapin: Chapin spoke with Diana, however, never used the word
"dysfunctional." In the beginning, he was unsure where the CSE was
going and was confused about many things. Through time, he feels the
board has made tremendous steps and is on the right track. The
connection with Longwoods is a step in the right direction and feels the
Board is doing a good job today.
Packy Walker: Mentioned he didn't realize what was involved in being
on the CSE Board in the beginning. It is a new organization created by the
town to promote activities in Vail. Like all new organizations, it needs
time to grow and get a feel for its mission. He feels that the Longwoods
report will be helpful in determining how this board should operate in the
future. He is pleased with the progress thus far.
Devon Alvarez: Mentioned that he was confused by the letter "Proposed
Solution to CSE Dysfunction." His thoughts were he did not realize a
board that he is a member of is dysfunctional. Alvarez believes the CSE
started out somewhat slow, but attributes that to the CSE trying to figure
out who the CSE is and where they want to go. Feels the CSE is making
progress and is definitely not dysfunctional.
Rick Scalpello: Shazed his frustrations with Diana and is a member that
feels the board is dysfunctional. Does not feel the CSE can divide up
money without knowing the ground work or backbone of the organization.
Feels the CSE has to answer fundamental questions before the CSE can
begin to divide town funds. Does not feel the boazd acts as a unit and has
different ideas on the direction the CSE should take.
Kaye Ferry: Kaye Ferry doesn't believe for a minute the accusation that
the majority of the board has called Diana. Ferry also does not believe
that the eligibility of a boazd member to apply for funds would create a
conflict of interest. Ferry believes commission is making good progress.
Joel Heath: Spoke to Diana about his frustrations with the CSE. Feels
the board has taken too much time to make decisions. Believes this is the
most political organization he has ever seen and urges the politics to be
taken out of it. Strongly feels that there are two different playing fields
when discussing funding and is not fair to anyone involved. Feels there is
an obvious advisor versus voter mentality and that the advisors' expertise
is not valued.
Kurt Krieg: Foundation supports the feelings of Joel Health and echoes
Joel's beliefs. Also strongly believes that neither advisory board nor the
foundation is being utilized.
Steven Connolly: Shazed an email with Diana concerning the politics in
the CSE. Does not feel the CSE has accomplished its goals to this point.
Feels the advisors should use their expertise to make recommendations to
the board and have that information used for making strategic decisions.
Rick Chastain: Spoke with Diana regarding the CSE. He feels the CSE
is failing to reach its potential and is being out-competed by other resorts.
Feels the CSE is about strategy and this group has not formulated a
strategy to this point. Bickering amongst one another is rampant in all
meetings to date. Feels that Vail is one of the most attractive brands and is
performing at a level faz below what we aze capable.
Pam Brandmeyer: Pam spoke with Diana raising many concerns. The
biggest being the process has already been created by the previous
t
commission. Strongly believes there is no reason why the criterion is not
on the table as of now. Feels the organization has become too political
and is dismayed at what has gone on here this morning.
Chris Jarnot: Can see why some thoughts have been generated because
of the length of time given in getting to this point, but really has not given
it much thought.
• At this point it was brought to the attention of everyone that Kurt Krieg &
Ceil Folz wrote the document in question.
IV. Proposed Solution to CSE Dysfunction
There was no consensus on how we should respond to the document on CSE
dysfunction. It was suggested the CSE should write down or create a "real"
document clearly stating its purpose and goals.
V. Committee Meeting with Longwoods: Progress Report
Jewitt has not spoken with Longwoods as of this date. Hopefully, Longwoods
can provide guidance on the TYPES of events we need, not the actual events
VI. Vail Local Marketing Advisory Council (VLMAC) Event Strategy
Report: Review
Rick Chastain reported on the Event Marketing State Strategy report for 2003-
2005 and suggested the CSE set a framework for categorizing events. This
framework consists of three event types:
• Community Events
• Economic Impact Events
• Icon Events.
Questions raised for example were "Does this committee need to be involved
in Icon Events?" Chris Jarnot feels that all categories need to come out of this
group because they are all interconnected.
Steve Rosenthal challenged Rick Scalpello and Rick accepted the challenge to
come up with a set of guidelines for consideration by the full commission.
Rick Chastain and Kurt Krieg agreed to assist.
Rosenthal made a motion that this group come back with a proposal about
what the CSE strategy should be for event marketing for 2003 and 2004. In
this strategy, there should be a suggestion regarding what kind of financial
obligation will be involved. Devon Alvarez seconded the motion. Motion was
passed.
VII. Proposals for Winter Events: Should CSE focus on summer/shoulder
season, or expand to consider winter events as well?
~f
While most members felt that summer/shoulder is our target market, we
agreed to look at winter events with Kurt Krieg to make a presentation at our
next meeting.
VIII. Other Business.
It was suggested that the Local Marketing District and the Town of Vail need
to communicate with one another better on the Longwoods project.
IX. Next meeting:
Next meeting scheduled for Oct 29, 9:00
X. Adjournment
Meeting was adjourned at 10:45 am
Respectfully Submitted:
Robb G. Chiles
Vail Chamber & Business Association
Minutes Approved November 13, 2003
Motion by Packy Walker, Second by Rick Scalpello, passed unanimously.
Approved by: l'~~, _ ~ . //~,~~-J Date: 3
Bill Jewitt, Chair i, Commission on Special Events
s
Town of Vail
Commission on Special Events
Meeting Minutes: October 29, 2002
Location: Town of Vail Council Chambers
Board Members in Attendance: Voting Members: Devon Alvarez, Dave Chapin, Steve
Rosenthal, Rick Scalpello, and Packy Walker. Advisory Members: Pam Brandmeyer,
Rick Chastain, Kaye Ferry, Joel Heath, Kurt Krieg, Piet Peters and Chairman Bill Jewitt.
Board Members Absent: Stephen Connolly, Chris Jarnot, and Scott McCormick
Others Present: Robb Chiles, Ceil Folz, Bob McLaurin and Sybill Navas
Meeting called to order at 9:OSam.
Notice of Meetings: Chairman Bill Jewitt opened the meeting by re-emphasizing the
importance of noticing the meetings in compliance with the state regulations. Sub-
committee meetings are subject to the same notice requirements if more than 2 CSE
members are to be present. It would be appropriate to notify the full commission of these
committee meetings, in case anyone would like to attend.
CSE Strategy/Discussion of Draft: Bill Jewitt reported the following, based on his
discussion with Scott Hansen of the Longwoods Group:
¦ Focus on a target demographic: deciding who are we trying to attract/entertain
will lead to the decision on type of events
¦ Primary focus on "medium" level (i.e. Food and wine festivals, Riverdance etc.)
cultural events vs. "high" type (i.e. Chamber Music, orchestra, ballet etc.)
¦ Cautioned VLMDAC to avoid placing too much emphasis on sports events.
¦ Icon events take too much time and energy for CSE and should be left to
organizations like the VVF or Bravo!
¦ CSE can help in locating and identifying these types of events, but they are
outside the area of expertise.
Rick Scalpello stated that he did not think the document he provided was competing with
the CSE Strategy distributed by e-mail He observed that the Strategy Committee was
still working on its recommended strategy and that the committee was still discussing the
ideas in the second document.
Comments on the Draft CSE Strategic Plan:
Kurt Krieg: pg.2/#1 Don't rule out consideration of winter tourism. Steve Rosenthal
noted we had not agreed on "summer" only. Kurt stated that it is important to see what
the return on the investment is and to identify how to measure that return.
RE: Priorities, he stated that the VVF would like to see the CSE support Icon type events
both morally and actively. Rick Scalpello felt that was beyond the resources of this group
and that the CSE position should be to lobby the council and community to support these
events, and that the council is looking to the CSE for advice and recommendations.
Minutes Commission on Special Events 29Oct02
-1-
f
Joel Heath stated that the role of the CSE should be to lend credibility to events presented
to Council and that the CSE should cast itself in an expert, advisory role; facilitating the
bigger picture by bringing together lodging packages, sponsorships and council funding.
Kurt added that Icon events would be seeking the endorsement of the CSE, but that
funding was probably not going to be cost effective. There was general consensus that the
CSE should provide support for these types of events, but not go after them. Joel added
that CSE should take an active role in reviewing the events. Packy agreed: review and
make applicable recommendations, but not recruit.
Joel asked if the CSE role would be to "present and plead?" Steve commented that the
CSE doesn't have the expertise to make the presentation and asked what % of the budget
should support Icon events? Bill felt that CSE should not provide financial support for
Icon events. Kaye commented that the appropriate role of the CSE would be to make sure
that other things would be going on to complement and fill in the gaps. Kurt stated by
way of example, 2009 World Alpine Ski Championships: the CSE would support and
recommend, Council would fund. An Icon event has community wide impact, can't be
done by a single organization. There is no point in having an Icon event without the
support of the community. Pam noted that council has historically supported Icon events,
but would appreciate recommendations.
Final Assessment: Icon Events: CSE will review, make recommendations, and support
but not recruit.
Rick Scalpello asked whether the CSE's highest priority should be event hosting or
creating an atmosphere to incept return visits. Rick Chastain cautioned that we not
rubber-stamp everything that has been done in the past. Supporting does not mean just
throwing at events. Need to establish a philosophy based on 2 priorities and determine
which is higher:
¦ Establish relationships w/event hosts
¦ Entertain people while they are here
Steve asked: Is it our job to create an event that brings people here, or to entertain people
while they are here? Kaye remarked that the marketing board brings people, it should be
the role of the CSE to provide entertainment for those who are here, make sure they stay
here and is compatible with the VLMDAC demographic strategy. Steve noted that there
is some overlap in this strategy; TEVA primarily brings people here as participants, vs.
the Chili Fest which is more ambient, but each event reflects some of the other priority as
well.
Rick Scalpello commented that the CSE still had not made a decision on priorities. .
$600k is not a lot of to do both, prioritizing is essential. Steve felt that evaluating the
return on the investment is critical, as well as a variety of events. Rick Chastain cautioned
not to choose based strictly on return, but to evaluate the potential over time. Kaye
stressed the evaluation criteria at the btm. of page 2: did every event investment increase
Vail's economic performance? Every event must return investment within 3 years.
Kurt stressed the importance of a diverse portfolio. Must consider who is the target and
are we getting a return on the investment, don't just do it because it has been done before.
Minutes Town of Vail: Commission on Special Events 290ct02
-2-
r
It is important to define what the expected return should be. Also, how do we prevent an
event developed over 3 years of support from moving?
Kay pointed out that the 4~` of July and the Christmas Tree Lighting are not meant to
raise but the community does get some fall out. Rick Scalpello suggested that those
events could be looked at with a more commercial eye.
Joel suggested allocating $20K for event research. Define expectations, and then the
event producer will be able to incorporate the research into the event. Have done this in
the past with RRC (2001). Kurt noted that the research should reflect the level of
investment- if there are not significant at risk, the evaluation should be relative to its
role.
Steve, Packy and Kaye agreed that the focus should be to entertain people while they are
here.
Ceil offered that if we don't support events to come here, then we will have no people to
entertain.
Bill summarized: New events must be focused on the CSE criteria of bringing people here and
entertaining them while they are here. Let go of the TV and publicity criteria. Kurt pointed out that
TV attracts sponsors and growth potential, and that there needs to be a blend. Rick Scalpello stated
that if TV is involved, the event is "Icon" by definition and should be promoted to Council
consideration.
Kaye stressed the concept of trying to "grow the budget" over time and return to the CSE fund.
She also stressed that "ambient events" are those that are "stumbled upon," as opposed to
destination driven. There is a clear distinction between ambient, entertainment and economically
driven destination events. Rick Chastain said that events should be "malleable:" look at creative
and specific ways to enhance them.
It was noted that Piet Pieters name should be added to the advisory board list on pg. 3.
Bill noted that it is important to concentrate on the difference between the CSE and marketing. Joel
stated that the VLMDAC is not part of events funding. Kaye offered that they will support events
with marketing but that there is a hole in the coordination. Joel cited the example of WestFest;
which needed host fees, had national exposure, and needed marketing support- where does that
event belong and how do we balance the resources. Rick Scalpello said that the CSE couldn't
deliver those large events within our budget. Bill reiterated necessity of compatibility between the
events and who makes up the target market. Rick Chastain stated the expectation that the marketing
board should use lend its resources to help in the promotion of major events.
A joint meeting will be set up on November 14 between the CSE, Longwoods consultants, and the
VLMDAC to coordinate philosophy. Steve emphasized the need for a specific agenda and goal, so
as not to waste time.
There was consensus that developing and funding event recruitment, and establishing criteria and
process for event selection were not part of VLMDAC strategy (pg. 5, B. and C.) But that there
Minutes Town of Vail: Commission on Special Events 290ct02
-3-
t
should be consistent, timely communication between the two groups to insure that event
investments are fully leveraged. (Pg. 6/#2.)
Rick Chastain felt that the CSE is most effective as a catalyst, rather than a promoter, and stressed
that the value of the "Vail" brand not be under estimated.
Rick Scalpello stressed the value of building relationships with events over time that might even
develop ancillary events. There was discussion of dedicating resources to hiring a person to recruit,
facilitate and be a contact between the town and the event producers. It was noted that group sales
might provide an income source in the form of commissions (pg.8) Kay cautioned that the time
frames referenced be taken with a grain of salt- we should remain open-minded, it is possible to put
pull things off in shorter time frames than referenced on the chart. Kurt pointed out that events with
sponsorships require a longer lead-time, whereas those done "in house" might not need so much
time.
Rick Scalpello requested the addition of "lodging tax" to the Economic indicator list on pg. 8.
There was consideration of hiring staff to:
¦ Provide administrative assistance to the CSE
¦ To serve as a point of contact between the TOV, businesses and event producers and
¦ To do event recruitment.
It was agreed that a part time person might perform the administrative and contact responsibilities,
and a different person might perform the recruitment aspects. The board agreed to defer a
discussion of creating a job description to another meeting and to pursue hiring staff. Joel Heath
noted the importance of having legal expertise in the review of contracts with event producers.
Pam noted that $565K is available in "03"/ not $$585K as shown on pg. 10. She also stated that
due to budgetary cuts, the TOV was extremely sensitive to the hiring of additional staff.
RE.• Rick Scalpello Proposal: Kaye stated that a 90% intent to return rate is unrealistic. There was a
question on Strategy F- does that suggest we promote events outside Vail? Rick responded that we
should capitalize on the events outside Vail to market ourselves. It was again stressed that
marketing not the role of the CSE.
RFP Procedure: In order to expedite the process for 2003, it was suggested to use the forms and
procedure from 2002. Events that the CSE is committed to include:
Octoberfest
Chili Cook Off
3 on 3 Soccer
4th of July
Others?
Kaye pointed out that we accepted the TEVA proposal to accommodate deadlines, but that we
should not entertain more applications without a larger public process. Pam pointed out that it is
already November, time is moving fast and we have no one lined up to produce the 4~' of July
events. She noted that the RFP was little bit outdated and that she and Rick Chastain would work
on an update to get it out immediately.
Minutes Town of Vail: Commission on Special Events 290ct02
-4-
1
T
Kaye stressed the ultimate goal of an event a week in July and August with the Chili Fest in June.
Steve noted that $75K was spent on street entertainment last year and that Dana DelBosco would
be presenting an evaluation of the product to the VCBA board. Dana has suggested that $45K
would be an ample amount to provide entertainment this year.
It was decided to wait and see how the new Christmas Tree Lighting events go this year before
deciding on what type of Christmas event to pursue next year.
VVF: Request for Funding for the American Ski Classic and The Session: Ceil Folz presented
information on both events and stated that historically they have gone to Council for funding, but
because of the transition in Special Events funding, they are presenting to the CSE. Council will
need to make the decision on the in-kind funding.
American Ski Classic:
¦ Request for $30K cash and $2500 in-kind (parking)
¦ 21St Year
¦ Hosted by President Ford
¦ Over $1 million raised for Christopher Reeve Foundation, $ l OOK returned to local
non-profits.
¦ TV is key with any event- VVF pays for production and syndication
¦ Brings heads and beds.
Ceil stated that there was no specific research on returned to the community, but that the
celebrities do spend money here. Event has been moved back Vail, asking for only a small part of
the total budget- community support is critical to success of the event. Majority of the budget is
through sponsorships. All events are in Vail except the Christopher Reeve dinner- no place
available. This year it was particularly difficult to find sponsors. Steve asked if this was not an Icon
event? Kurt responded that it is a gray area-combo between an Icon and Economic Impact. Why
fund a 21-year event? VVF returns grants to the community. Devon Alvarez stressed the
importance of continuing to support this event- it would look bad for Vail if we lost it.
Motion by Dave Chapin/second by Rick Scalpello to give $25K to the Ski Classic. Passed 3/2-
Packy Walker and Steve Rosenthal opposed.
The Session:
¦ Requesting $20K cash and $2500 in-kind (parking)
¦ 1St time: Snowboarding: appeal to the future leaders (next generation) in the "snow"
industry
¦ Vail perceived not to be snowboard friendly because we don't have a major event
here.
¦ Focus on the sport and the excellence of the athletes, not the lifestyle.
¦ Excellent sponsors, TV time
¦ Martin Luther King Weekend (build interest-next year move to alternate weekend
before or after the holiday)
¦ All events at Gold Peak
¦ Best Snowboarding event in the country
¦ VA is very supportive-will be the keystone event of the winter season
¦ Events will be at night- help to minimize parking issues.
Minutes Town of Vail: Commission on Special Events 290ct02
-5-
¦ Riders will book their own lodging, few comp rooms- bring into the
community.
Steve commented that Vail should be recognized as a snowboard capital, just as we are for skiing.
Rick Scalpello stressed that although these are Icon type events, it is a relationship we need to do
annually- large number of participants brings excellent economic benefits to the community. Fits
the strategy, we need to support it.
Motion by Steve Rosenthal, second by Rick Scalpello for $20K to support The Session. Passed
unanimously.
Steve cautioned the group not to adopt a policy of cutting down every request by just a little- as
that would be an incentive for people to ask for more than they really needed.
Meeting adjourned at 11:25am.
Meeting Schedule:
Wednesday, November 13 from 2:30pm-S:OOpm
CSE Regular Meeting and Discussion with Longwoods Consultants
Town of Vail, Community Development Conference Room
and
Thursday, November 14 from 3:30pm-S:OOpm
Joint Meeting with VLMDAC and Longwoods Consultants,
Lion Square Lodge
Minutes taken and submitted by
Sybill Navas
October 29, 2002
Minutes Approved, November 13, 2003
Motion Packy Walker, Second by Rick Scalpello, passed unanimously.
Approved by: ~ / ~ Date:
Bill Jewitt, Chairu~a~; Commission on Special Events
Minutes Town of Vail: Commission on Special Events 290ct02
-6-
Town of Vail
Commission on Special Events
Meeting Minutes: November 13, 2002
Location: Town of Vail, Community Development Conference Room
Board Members in Attendance: Voting Members: Dave Chapin (arrived at 3:30), Steve
Rosenthal, Rick Scalpello, and Packy Walker. Advisory Members: Pam Brandmeyer,
Rick Chastain, Stephen Connelly, Kurt Krieg (arrived at 3:45), Scott McCormick, Piet
Pieters and Chairman Bill Jewitt.
Board Members Absent: Devon Alvarez, Kaye Ferry, Joel Heath, and Chris Jarnot
Others Present: Dana DelBosco and Sybill Navas
Meeting called to order at 2:40pm.
Approve Minutes of October 15, 2002 and October 29, 2002. Motion to approve by
Packy Walker, second by Rick Scalpello. Passed unanimously.
Discussion of RFP Procedure and Application Forms: 2 separate accountings of CSE
allocations in 2002 were distributed. There was a question regarding clarification of the
2002 CSE seed funding for Jammin' Jazz and Jazz Foundation. $22,500 was for the tent
in Lionshead, $7.SK for the Jammin' Jazz on Thursday nights and $7K was expended to
bring the Washington High School Band from Los Angeles for the 4th of July Parade.
Bill Jewitt opened the discussion by stating that the purpose of the meeting was to define
what to ask in the RFP, not to make funding decisions. The RFP subcommittee members
who have developed the proposal are: Rick Scalpello, Kurt Krieg, Rick Chastain and Pam
Brandmeyer. Rick Scalpello stated that the cover letter differentiates which events
should apply directly to Council for funding, and that all others should respond to the
CSE's RFP.
Packy asked how the RFP process would be noticed in the community. Pam responded
that she places 3 advertisements in the Vail Daily. Pending approval of the process at this
meeting, 1St notice would go in on Sunday, then the next two Fridays.
After some discussion, it was determined that the Dec. 2 deadline for submissions would
allow adequate time for responses. Dana and Rick Chastain both responded that although
the time frame is short, it would be possible for their organizations to make meaningful
proposals within that time frame. The subcommittee felt that it is important to have the
funding decisions in place by the 1St of the year, as that is only 5 months before the
beginning of the event season. Also, they felt that there would be marketing benefit to be
gained by being able to present the summer calendar while our holiday crowd was in
town.
Minutes Commission on Special Events 13Nov02
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Decision was made to meet on Tuesday, December 10 and Tuesday, December 17 to
evaluate the RFP's that have been received and determine the funding allocations for
2003.
Bill Jewitt requested that the Guidelines and Application form include a listing of CSE
measurements for success:
¦ Lodging tax and sales tax increases
¦ Increased visitor intent to return
¦ Increased sense of community
There was concern expressed that the draft RFP document was too limiting on the
defining of a demographic specific to particular times, and that it should appear more
flexible while still retaining the time and demographic goals as presented in the CSE
Strategy.
There was consensus that the CSE Strategy document would be a valuable resource to
organizations responding to the RFP. Rick Chastain agreed to make it available by a-mail
to anyone requesting an RFP application.
There was consensus to accept the application form.
Decision was made to meet at 3:00 on November 14, prior to the joint meeting with
VLMDAC, at the Lion Square Lodge, to review changes in the RFP before its final
release.
Steve Fretz: Independent Marketing and Promotions for Beverage Companies: Bill
Jewitt explained that Steve regretted being unable to attend the meeting. He is looking for
events that his company can sponsor and would welcome an opportunity to talk with the
group at a later date.
Other Business: Using last year's budget as a guide, there was discussion of what events
would be funded for next summer, how many would be required by each, and who
would likely be submitting an RFP, so as to form a preliminary allocation budget.
Ski Classic and The Session- already allocated $45 (none last year)
No Torch Relay
Rick Chastain indicated that the VVCTB would definitely be interested in OctoberFest,
and likely would also submit RFP's for the 4~' of July and the Tree Lighting ceremonies.
Rick Scalpello mentioned that Peter Apostel is interested in putting on a Greek Fest. In
Denver, 30,000-40,000 people attend this event. It is a fundraiser for the church and
generates up to $300K. He said that the Italian Fest, although it operated in the red this
first year, has potential to make money, however, it is unlikely organizers are going to
come to us.
Steve Rosenthal asked about the Block Parties- an independent producer is required, the
VCBA cannot apply and if not the VCBA, then who would take them over? He added
that both the Red Lion and The Tap Room were affected negatively, and mentioned that
Minutes Town of Vail: Commission on Special Events 13Nov02
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an alternative location in Vail Village might need to be considered. Bill Jewitt noted that
council denied a direct request to fund the weekly Jammin' Jazz concerts this year. He
felt that the first 5 weeks had been good for business in Lionshead, but that the last
couple did not contribute much and that the presenters might re-apply to the CSE for
funding. Pam stated that the TOV Council did support the Labor Day Jazz Party as one of
the designated "Cultural Events." And, that the recommendations from the CSE would
carry weight with the council's decision making.
Bill Jewitt stated that it was important to set "politics" aside in Lionshead and Vail
Village and make decisions based on what is the best use of the funds. Pam cited the list
of events on page 3 of the RFP document as examples of events that would be under
consideration. It was noted that "Sports Fest" was not on the list and should be added.
Steve Rosenthal noted that Highline's event was produced without TOV funding last
year, and encouraged Scott McCormick to submit something more this year. Scott
indicated that he would re-evaluate his list and would likely be making a submittal for an
additional event. Kurt Krieg mentioned Highline's relationship with Coors, who is
interested in sponsoring things in Vail, but not on the mountain, and that might be a fit
for the Block Parties.
Bill Jewitt asked for clarification of the $75K line item in the budget for Administration,
Recruiting and Research. The committee explained $30k would be applied to a staff
person for recruiting new events, $22.SK would be allocated for research and that the
administration allocation of $22.SK was based on the fact that currently the Town Clerk
spends about'/z time on special events processing. In'02, over 300 events were permitted
~r,, in the TOV. Administrative staff could provide a "one-source" contact, who would be
knowledgeable on the TOV requirements, and would shepherd applicants through the
process. Lorelei would still issue liquor and final permits. Rick Scalpello explained that
the recruiting position was intended to solicit events, establish contacts, present potential
producers with what "Vail has to offer" and seek out ancillary events to complement
what might already be going on.
Longwoods Presentation: Following presentation of an abbreviated version of their plan
as shown to TOV Council on September 17, Bill Siegel and Scott Hansen answered
questions.
Rick Scalpello: Are the current and target visitors different? Should we be developing
events for the visitors coming in 3 years? Steve Rosenthal: Are we focusing on bringing
the visitor that has been here back?
No. Opportunity lies in the larger market representative of the majority of current
visitors; i.e. 40 years old wealthy resort visitor. It is important to focus on the interests
and lifestyle of that demographic- theater, arts, culture, food and wine. Vail already has
good restaurants, and can build on existing product. Vail needs to offer what the visitor
that is coming here wants. The profile of today's visitor falls into the right category. We
just want more of them- need to increase awareness and change the perception that Vail
does not have "enough" to offer. Shift focus away from GenX and sports to the larger,
more affluent group. It is not the product that is as much of a challenge- the product is
better than the perception- but how it is marketed that needs to be developed.
Minutes Town of Vail: Commission on Special Events 13Nov02
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Steve Rosenthal observed that the perception that Vail is too expensive, doesn't have
~r° enough to do and doesn't provide water activity is a significant liability, and our
challenge is to communicate that the perception is not reflective of the reality.
Rick Scalpello commented that "too expensive" is not a problem, the "right" people don't
care.
Bill Siegel responded that it is inexpensive and convenient to get to Vail- especially from
the Front Range. Once people are here, the price perception is less real. Vail wants to
attract the upscale client and should be tazgeting a high quality product.
Packy Walker: Are there differences between the summer and winter visitors?
Bill Siegel responded that some aze the same people and cross promotion is a good idea.
The best customer is the existing customer, and their friends and relatives.
Bill Jewitt commented that perception of "value" in Vail is a problem, and is one that
CSE cannot address. CSE can address not having enough to do. We need to let people
know what we have, and provide more. Scott Hansen explained that the product is not
perfect- events must fill the expectations of value and we should be attempting to evolve
into more upscale product that is compatible with Vail's 1S` quality image. Iconic type
events provide a lazger marketing leverage. The CSE should pursue lifestyle type events
that fulfill upscale expectation of value. Both Bill and Scott agreed that Vail does not
have enough events- and the special events strategy is an opportunity to address both of
these holes.
Bill Siegel also commented that Vail is not "known" as a summer event place and that we
need to build festivals to create that image. He cited the example of Ellicott Ville, a ski
resort calling itself the "Aspen of the East," that has used the "expanded festival"
environment strategy to build a significant summer business.
Packy Walker: Should we go after Icon events, or seek to entertain people while they aze
here?
Scott Hansen responded that we need a mix of both, and a strategy that is aligned with
what the customer is looking for.
Bill Siegel raised the issue of the hodgepodge of information that comes up when
someone is seeking information about Vail on the WEB. Most summer visitors aze
coming to "Colorado" to experience the mountains. Make sure we are part of an
"inverted pyramid"- linked to the lazger statewide product. Vail should capitalize on
getting the attention of every Colorado visitor in the summer and shoulder season and be
part of the "must see" list- rather than trying to be the focused designation.
Pam stated that TOV Council usually supports the Icon type events, and that the CSE's
role is to hone in on participant and ambient type events. Scott Hansen reiterated that
Icon events offer larger mazketing opportunities and collaborative, cost-effective
partnerships. The long-term criteria for selection of events and partners should determine
whether the appropriate customer would be drawn to it. Long-term focus should be on
Minutes Town of Vail: Commission on Special Events 13Nov02
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~ recruiting these types of events and partners; the short-term focus should be to expand the
shoulder seasons- especially mid-week.
Would a Wine and Cheese festival be more consistent with the target clientele than a
ChiliFest? Bill Siegel cited the example of the Banf Springs Hotel that has a major wine
and cheese event each year focusing on a different region. They bring in recognized chefs
and winemakers- fill the hotel. Very upscale focus. It's an opportunity to capitalize on the
quality restaurants we already have in Vail.
Question: If we are 3rd most visited Colorado summer destination, what are the top 2?
Steamboat and Breckenridge-
Bill Siegel also referred to the impact of the loss of the Colorado tourism marketing tax.
In 1987, Colorado was 14th for summer tourism in the US. In 5 years, with summer
marketing focus we went from 14th to 5th to 1St. Then, funding disappeared and Colorado
dropped quickly to 17th. He stressed focusing on the resort and touring markets, as
opposed to groups, and that marketing of special events is a category into itself.
Scott McCormick: Do we run the danger of losing the younger crowd as we market to an
older, more upscale clientele?
Bill Siegel responded that skiing does appeal to the younger group and that is the starting
point of Vail's recognition in the resort market. It is not aneither/or scenario, but one that
offers opportunity for cross promotion. Scott Hansen stated that we are not going to
"move the needle" by marketing to younger segments- the growth opportunity lies in the
older, more affluent group. Bill Siegel again stressed the importance of building
strategically on our successes.
Meeting adjourned at 5:30pm.
Minutes taken and submitted by
Sybill Navas
November 13, 2002
Minutes Approved, as amended, December 10, 2002
Motion by Rick Scalpello, second ,by~Dave Chapin, passed unani/m' ously.
Approved by: f''vyl Date::// ~
Bill Jewitt, Chair, Commission on Special Events
Minutes Town of Vail: Commission on Special Events 13Nov02
-5-
s
Town of Vail
~ Commission on Special Events
Meeting Minutes: November 14, 2002
Location: Lion Square Lodge, Vail
Board Members in Attendance: Voting Members: Dave Chapin, Rick Scalpello, and
Packy Walker. Advisory Members: Pam Brandmeyer, Scott McCormick, and Chairman
Bill Jewitt.
Board Members Absent: Devon Alvarez, Steve Rosenthal, Rick Chastain, Stephen
Connelly, Kaye Ferry, Kurt Krieg, Joel Heath, Chris Jarnot, and Piet Pieters.
Others Present: Sybill Navas
Meeting called to order at 3:OOpm.
Approval of Updated RFP and CSE Strategy Documents:
Rick Scalpello noted the following changes in the RFP Document:
¦ Pg. 1:Added both Sybill's and Rick Chastain's a-mail addresses for contact if
requesting the CSE Strategy Document
¦ Pg.2: Added the 4 criteria for measurement of event success.
¦ Pg.2: Reworked last 2 paragraphs to reflect Longwoods demographic target and
ambient event strategy.
¦ Pg.3: Added Circus and Sports Fest to list of event examples.
¦ Pg.3: Added dates Dec. 10 and Dec. 17 to review submittals.
Motion by Dave Chapin/Second by Packy Walker to approve the RFP Document as
presented. Passed unanimously.
Discussion of CSE Strategy Document:
Regarding the list of dependencies on pg. 9, it was noted that these are things that the
CSE needs to have supplied. Pam explained that all TOV boards have staff support, with
the exception of the CSE. She stated she would bring up this issue with the TOV Council
at the 1St worksession in December to address how these needs should be met. There was
discussion as to whether it would be more appropriate to have an "independent
contractor" serve the administrative function vs. and entity like the VCBA. The ordinance
defining the CSE does allow for the hiring of staff.
It was agreed that "Staff support as required" be added to the list.
Rick requested that the budget be reviewed once more. Bill pointed out that until
allocated, the budget serves only as a guide. The Ski Classic, TEVA Mtn Games and The
Session allocations will be noted in the document as committed funding.
The goals on pg. 8 were reviewed and accepted. It was determined that "summer" would
be defined as continuing through September.
Minutes Commission on Special Events 14Nov02
-1-
Motion by Packy Walker/Second by Dave Chapin to formally adopt the CSE Strategy 5
with the changes as discussed. Passed unanimously.
CSE MEETING ADJOURNED AT 3:30PM/JOINED VLMDAC DISCUSSION
W/LONGWOODS IN PROGRESS.
Next Meetings:
Tuesday, December 10 at 10:1 S
Vail Town Council Chambers
Tuesday, December 17, Time and Place TBA
Minutes taken and submitted by
Sybill Navas
November 14, 2002
Minutes Approved December 10, 2002
Motion by Rick Scalpello, Second by Dave Chapin, passed unanimously.
Approved by: _ ~~~i ~ ~L-'~~C~l.~/ Date: mss' ~
Bill Jewitt, Chairm~ar~ommission on Special Events
Minutes Town of Vail: Commission on Special Events 14Nov02
-2-
r
Commission on Special Events/Vail Local Marketing
District Advisory Council Joint Meeting
Meeting Minutes: November 14, 2002
Location: Lion Square Lodge, Vail
3:30pm
In attendance:
CSE Members: Steve Rosenthal, Packy Walker, Pam Brandmeyer, Rick Scalpello,
Dave Chapin, Scott McCormick, Rick Chastain, and Chairman Bill Jewit~
VLMDAC Members: Steve Rosenthal, Pam Stenmark ,Christine Warner, and
Chairwoman Beth Slifer.
Others: Scott Hansen and Bill Siegel of Longwoods Consultants, Dick Cleveland,
Kelly Asher, Kelli McDonald, and Sybill Navas
Beth Slifer opened the meeting with comments summarizing the focus of the VLMD.
There is consensus that the goal is more revenue, generated by more visitors and
expanding the season from a strong 3 weeks in July to the 5/6 non-winter months. Our
attention should be focused on attracting the population that appreciates what we have to
offer, and the events need to match the guests we wish to attract. Events should be of a
superior quality that is marketable both regionally and nationally. Historically, we have
marketed events to guests once they are here; what we would like to achieve is having
events that will bring people here.
Bill Jewitt explained that the CSE has discussed 3 types of events:
¦ Icon Events such as a PGA tournament or the Ski Championships are beyond the
role of the CSE. CSE would provide advocacy and support.
¦ Participant Events such as a National or Regional championship, 3 on 3 Soccer.
These events are "recruitable" and may or may not be advertisable.
¦ Ambient Events such as the rubber duck race, the Chili Fest and street
entertainment. As we move to the demographic as defined by Longwoods, these
types of events are more clearly defined and can become more marketable and
"advertisable." A Food and Wine Festival would be the type of event that would
appeal to the target Vail guest.
Scott Hansen added that there is the opportunity to move beyond the traditional ambient
events. For example, how can we "raise-up" the Taste of Vail? It's a question of "how
grand can we go?" Make the events better, affiliate with nationally recognized brands and
participants. Noted winemakers and chefs are consistent with the type of cachet that Vail
should project. Seek opportunities to expand and enhance existing events that we already
have, as well as looking for existing events elsewhere that might be enticed to move here.
Ask the question, should the CSE be an event producer, or the catalyst in seeking outside
' promoters?
Minutes TOV: CSE/VLMDAC Strategy Discussion 14Nov02
-1-
~ The Jazz Festival and the Taste of Vail, Bravo and the Dance Festival are good examples
of events that appeal to a guest that is consistent with our desired profile. Look for ways
to expand these to an even more noteworthy level.
Steve Rosenthal reviewed the list of events funded by the CSE last year. These included
ambient events: Christmas Tree Lighting Ceremony, America Days, Big Wheel/Chili
Cook Off, Block Parties, Street Entertainment, Italian Fest, Vail Arts Festival, and
Jammin' Jazz. Participant events funded included: King of the Mountain Volleyball, 3 on
3 Soccer, TEVA Whitewater, and the Olympic Torch Relay. The Council additionally
gave funds to the Hot Summer Nights and the Dance Festival.
Bill Siegel remarked that the money would be better spent focusing on creating world-
class events that are marketable outside the region, and not diluting the marketing effort
with mediocre entertainment. He stressed the importance of looking at which events that
are already here have the potential to become truly world class, and admonished the
group not to compromise quality for quantity.
There was also discussion of the importance of growing events over time- and developing
events that start small on single weekend, like Octoberfest, into an event that might cover
several weekends/days. Scott Hansen again stressed the value of thinking nationally- if
you can attract talent with name recognition, then you don't need to market so much- the
name will market itself. For example, the Circus Chimera is a nice ambient event, but we
should be after the Cirque de Soleil.
Beth Slifer reiterated that the VLMD would prefer to see a focus on fewer events- pick
one event in 2003 and try to make it world-class. Identity and branding is the key, not
increasing the number of street entertainers. Our target market wants and expects the
best.
Bill Jewitt stated that the CSE role as currently defined is to entertain people while they
are here, not to attract them. The CSE has just approved a budget including $35k for a
contractor to find events. Pam Stenmark commented that we are spending too many
just to entertain people while they are here. The goal needs to be to get more people in
town. Christine Warner cited the example of the Farmer's Market last summer, which
was a big success with little investment
Scott Hansen affirmed that there is a role for ambient events, but that the profile of the
events needs to be elevated. Whose role is that: CSE, TOV, other? Beth Slifer
commented that $565K is a lot of money for events that cannot be leveraged.
Rick Scalpello stated that the primary mission is to get people to come back. Second,
many participant events in themselves draw large numbers of people who fill beds and
come back every year. The business community needs the steady business that
participant events can provide all summer.
Bill Siegel agreed that we don't need to lose non-strategic events if the cost is less than
the benefit. There was discussion as to the need for accurate research, both on the intent
to return numbers and the return on investment.
Minutes Town of Vail: CSENLMDAC Strategy Discussion 14Nov02
-2-
r
Rick Scalpello asked if we should attempt to attract a younger crowd, to develop future
customers? Bill Siegel responded that there are more people who fit the current profile
than we are attracting- that it is a different market than the ski market. Making strategic
decisions with our limited resources that will result in becoming "known" for something
does not necessarily imply turning away the business that participant events provide.
Rick Scalpello noted that there is a bit of a disconnect between the former strategy of
appealing to the younger, more athletic group and focusing on the shoulder seasons, and
the current strategy. Bill Siegel again stressed the importance of going after the larger,
existing target audience vs. trying to appeal to a "future" customer.
Scott McCormick noted that Highline Sports has developed the summer sports festival,
(an event started at the request of the CSE) over 4 years into a profitable event.
Nationally known groups are expensive, any profits are in the sponsorships. They would
like to bring a nationally marketable event, and would like to design it around what
people are asking for.
There was consensus that we don't need to build July- and that stretching the season by
adding events at the end of June and at the end of August would be of the most value.
Rick Scalpello cautioned that we can't expand the season at the expense of events that do
provide business now- we'd lose events that are adding something. It was again stressed
that ambient entertainment will not move occupancy rates up several points.
' It was suggested that by taking the focus off the Big Wheel part of the event, the Chili
Fest might evolve into a noteworthy food event. We should capitalize on the excellent
restaurants that are already here- chili can have "cachet." There was strong support for
pursuing a food and wine festival- and re-emphasis on the excellent "fit" with that type of
event and our target clientele. Dave Chapin pointed out that the key to the success of a
"Taste of Vail" type event is community participation. Question was raised as to what it
would take to create a "Bourbon Street" atmosphere, where drinking on the street would
be legal. There was discussion as to how this might be facilitated within the current liquor
licensing laws.. Pam Stenmark commented on the vitality of the Minturn Farmer's
Market, and asked if Vail might be a little "code heavy."
Bill Jewitt stated that the CSE did officially adopt the Longwoods strategy. We need to
make sure we re-evaluate events to meet those goals, not just do them "because.."
Dick Cleveland observed that we have to have the guts to say no. Bill Siegel affirmed
both the necessity and difficulty in moving out of the "grants and favors" business.
Steve Rosenthal pointed out that the CSE was a new group and that it takes some time to
re-evaluate the process that is in place and to find replacements. In the short term, 2003
will have to build off of 2002. Beth suggested that the group decide on events, then
research "best practices" and use some of the budget to visit other places and observe
how they do it.
Minutes Town of Vail: CSENLMDAC Strategy Discussion 14Nov02
-3-
Steve added that this conversation implied a different focus for CSE- do we do events, or
just fund them? It provides a challenge to review and change, to come up with new ideas
for the demographics we have and that we review events in the context of those
demographics.
Bill Siegel stressed developing an event concept- then seeking out the experts to put it on.
Be clear in understanding whom we appeal to and what they like. Start with the person
and what turns them on, and then evolve the event. Scott Hansen again stressed the
importance of not underestimating ourselves- we are not too small for major, national
events like the LPGA.
Beth Slifer closed the meeting by commenting on the valuable conversation of the
afternoon and offered the suggestion of having another "brainstorming" session soon.
Steve Rosenthal suggested waiting until the CSE had the opportunity to see what the
RFP's would bring.
The meeting adjourned at 6:OOpm.
Minutes taken and submitted by
Sybill Navas
November 14, 2002
Minutes Approved by CSE Board, December 10, 2002
Motion by Rick Scalpello, second by Dave Chapin, passed unanimously.
Approved by: ~si~ Date: ~ 3
Bill Jewitt, Cha~: ~~d
n, Commission on Special Events
Minutes Town of Vail: CSENLMDAC Strategy Discussion 14Nov02
-4-
Town of Vail
Commission on Special Events
Meeting Minutes: Tuesday, December 10, 2002
Location: Town of Vail Council Chambers
Board Members in Attendance: Steve Rosenthal, Rick Scalpello, Dave Chapin, Devon
Alvarez, and Chairman Bill Jewitt.
Board Members Absent: Packy Walker
Meeting called to order at 10:15 am.
(Steve Rosenthal will be acting as Chairman until Bill Jewitt returns from his other
meeting.)
Approval of Meeting Minutes from November 13 and 14, 2002:
Rick Scalpello found that the November 13~' minutes had two mistakes. One was on the
second page discussing the Italian Fest. The minutes documented that the Italian Fest
made money when it in fact lost money, and the second mistake was on the top of the
third page discussing the turnout of people within the five week time period. There were
actually fewer people the last two weeks of the event than mentioned in the minutes.
Motion to approve as amended by Rick Scalpello, second by Dave Chapin. Rick
Scalpello moved to approve the November 14`~ minutes, second by Dave Chapin, passed
unanimously.
Clarification of Jammin'Jazz Fest: Pam Brandmeyer apologized for not being able to
stay for the entire meeting but wanted to clarify the funding from the Jammin' Jazz Fest
that had been transferred from the CSE to the Town Council contribution budget, in
order to reflect their desire to contribute and make decisions to fund cultural events. Pam
asked the CSE to consider a referral back to the Town Council with an endorsement
from the CSE, which could carry a lot of weight.
Evaluation of RFP's submitted for Summer 2003 Events:
Vail Art's Festival: This RFP is asking for 5 times the amount of funding it requested
last year. That turns out to be a 55% increase. The estimated attendance last year was
9,000 people. Rick Scalpello said that seed funding should go down each year, so why is
this one jumping up drastically? Steve Rosenthal said that this was the most confusing
RFP he had read out of all of them. Rick Scalpello added that the numbers just didn't
seem to make any sense. Steve and Rick said that they would need Lori to come in and
explain this better.
Vail Microbrew Fest: This RFP requests $40,000 with anticipated generation revenue
of $11,000. The event estimates a turnout of 5,000 people. Dave Chapin said he was not
comfortable with the dates of this event. He also made a recommendation that for future
CSE meetings a large calendar is brought in to make decisions about scheduling easier.
Steve thought that the proposal did not sound well thought out. Rick Scalpello agreed.
Dave Chapin pointed out that another proposal on the table for the Vail Food and Wine
Fest was scheduled to be back to back with this one. He said he would rather see one
phenomenal event, than have two mediocre ones back to back. Kurt Kreig asked if the
Vail Food and Wine Fest and the Microbrew Fest could coincide into one event. Devon
Alvarez said that he did not think they would mesh well. Steve Rosenthal said that the
request was way too high for the return on investment. From any business standpoint, it
would not make sense to fund this. It needs a tremendous amount of tweaking. Everyone
agreed though that if Lori wanted to send another RFP more clearly defined for another
date, then she could.
Italian Festival: This year there was an estimated attendance of 3,500 people. Devon
Alvarez asked if it would be more of a successful event if it were only one day? Rick
Scalpello said that Saturday was better but it still needs to be a two~iay event coinciding
with the Farmers' Market. Both days complimented each other well. Steve said it was a
really nice event but he would like to hear an explanation on the numbers because they
do not add up.
Vail Food & Wine Festival: Johann Drolshagen, the Director of Catering and
Conference Services of the Manor Vail attended this meeting representing the Vail Food
and Wine Festival Proposal. Steve Rosenthal asked him why the CSE would want to
grant the $50,000 this year if they could not find a major sponsor unti12004. Johann
answered by explaining how this event is already behind the power curve. The challenge
is not whether or not the function will take place, but instigating the event so that the
sooner the ball gets rolling, the faster this event will sunset. Johann said that there is a
60% chance of getting a major sponsor for 2003 and a 90% chance for 2004. Johann
explained that the $50,000 grant would be used as a carrot to bring in major sponsors.
The participants of this event will carry the main load.
(Bill Jewitt arrived 10:45 am)
Steve asked Johann if it could eventually be more than a 2-3 day event? Johann said that
participants would be screaming to make it a 5-day event. Steve also asked Johann what
he could be doing to create better foot traffic throughout Vail? Johann said he could
attain this through marketing coops with hotels available to all lodging locations within
Vail, tasters in Vail Village and Lionshead restaurants, and a strong circulation of a
scheduled itinerary throughout Vail. Johann also talked about how the events would be
over by 6pm at Ford Park, so foot traffic would come into Vail for the evening. Steve
thought that 6pm might be too late and thought it would be better to bump it up to 4:30
or Spm.
Rick said that he thought this was a very positive, bull's-eye event for Vail but he
wanted to know why once they got the primary sponsor why they would need the full
amount of funding for the second and third year. Johann said to specifically recruit more
sponsorship by recruiting their decision makers, facilitating anon-cash deal for the first
year or two, and to make public relations the main goal and structure for making the
deal.
Big Wheel N' Chili Cook-off: Normally Joel Heath requests $60,000 for this event but
this year he is requesting $20,000. Joel said that the strategy has changed quite a bit. He
wants to keep the same dates, which are the third weekend in June. Rick Scalpello said
that he didn't believe that the event was growing, and they still continue to ask for
operational costs. Steve Rosenthal said he disagreed. He thought it helped soften the
image of Vail, which is greatly needed. He also thought that Joel really brought the costs
down this year. He said the event might not be growing but it's a great event because of
the fun factor. He thinks that more restaurants need to be on board.
Kaye Ferry thinks the Chili Cook-off is a good thing for Vail but the event in itself is
confusing. Big Wheel N' Chili Cook-off needs to provide more diverse functions for
visitors to participate in with the event and it should be more spread out through the
Village. Joel said that one of the main challenges with the restaurants coming on board is
they make more money by selling other food. Kaye inquired why a company like
Hormel would not be involved with sponsoring this event? Joel said the Town of Vail
would not allow chili to be sold if it's not coming from local restaurants. Kaye said that
Town Council should change these rules.
Kaye Ferry said from a Chamber standpoint, on an event that they give their members
the chance to participate and the members decide to skip out, then they should be able to
go outside of the Town of Vail. Chris Shook wanted to comment about the success he
thought the Chili Cook-off brought for Vail. He said he has participated in this event
from the beginning and thinks it is great fun for Vail and its' locals.
Vail America Days, Holidays, Oktoberfest: Rick Chastain said most of the funding
would go towards Oktoberfest. Rick Scalpello asked what was keeping this event from
being a moneymaker? Rick Chastain said that it's a tough sponsorship market to sell a
weekend cultural event. It is also a gambling event because of risks with the weather for
that time of year.
Rick Scalpello asked if he was safe in saying that this will be an event that continues to
request $80,000 each year? Rick Chastain said that it is a month-long cultural event but
he agrees that he is not comfortable requesting this same amount each year. It is not a
good model to follow. Kaye Ferry said that it is a great event but there should be a
realistic expectation that these events start making money. There should be a connection
between the two.
Vail Lacrosse Shoot-out: The Lacrosse Shoot-out is from June 28th through July 6th.
They are requesting $20,000. Rick Chastain said they were looking to relocate this event
due to a couple of problems. Some of these problems were paid parking, and the lack of
shuttle bus services, having to deal with too many people within the Town of Vail, lack
of hotels being conducive in conjunction with the event, and local sponsorship. Kaye
Ferry said that all of these issues have an easy and logistical solution.
Rick Scalpello said that they feel they are no longer wanted here. The Town of Vail
could be creating a lot of these problems. It would be detrimental for Vail to lose this
event. He thought there should be a coordinator, one single focal point of dealing with
problems within the Town. Steve Rosenthal said it was important to communicate to
them that the problems will be fixed. As far as the lodging aspect, there needs to be one
single phone number to call to reserve rooms.
Meeting adjourned at 11:10 am.
Minutes taken and submitted by
Aimee Leatherman
December 10, 2002
Minutes Approved March 18, 2003. Motion by Steve Rosenthal, Second by Rick
Scalpello, passed unanimously.
Approved by:r ~ Date: ~1~~~ 3
Bill Jewitt, Ch~man, Commission on Special~Events~
Town of Vail
Commission on Suecial Events
Meeting Minutes: December 17, 2002
Location: Town of Vail, Council Chambers
Board Members in Attendance: Voting Members: Devon Alvarez, Dave Chapin, Steve
Rosenthal, Rick Scalpello, Packy Walker, and Chairman Bill Jewitt.
Others Present: Laurie Asmussen, Pam Brandmeyer, Johann Drolshagen, Chris Emmer,
Kaye Ferry, Joel Heath, Amy Leatherman, Scott McCormick, and Sybill Navas
Meeting called to order at 9:00 am.
Evaluation of IZFP's submitted for Events 2003:
Review of Allocations to date:
Total funds available: $565K for 2003
Already allocated:
¦ $75K Teva Mountain Games
¦ $25K American Ski Classic
¦ $20K The Session
¦ $25K 3 on 3 Soccer (contract)
For Purposes of Discussion the following funds remain under
consideration:
¦ $75K Street Entertainment
¦ $75K Administrator ($22.SK), Recruitment ($30K), Research
($22.SK)
Total: $295K
Remaining: $270K
It was noted that the "Revolution Spring" application was just received, and would be
reviewed later.
The following questions were asked of Laurie Asmussen, re: Arts Festival.
¦ Is it possible to expand into Vail Village, or over 2 weekends?
¦ Get a copy of the updated budget.
¦ Last year was funded at $5000, why asking for $25,000 in 2003, and $12,500 in
2004?
¦ Packy would like share of profits.
¦ Rick Scalpello: Why is the date changed to the weekend of July 11?
¦ Are there too many events of this type in Colorado?
Minutes Commission on Special Events 17Dec02
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y Discussion moved to the Microbrew Festival. Dave Chapin asked if it was possible to
move the dates. He cited the Lobo Great American Beer Fest as a possible guide and
questioned whether the event could be tied to the Arts Festival. Steve Rosenthal felt
that the % of the budget being requested from the CSE was too high, and that $40K
was too much for the potential return. Bill Jewitt asked Joel to comment on whether
there were drinking/driving type issues associated with a Microbrew Festival that
would discourage sponsors. Laurie commented that there would be marketing focus
on quality of the product- with sensitivity toward the issue of not drinking too much.
Bill Jewitt felt that free ent.,~rr~se, via sponsorship, should be paying for festivals.
Rick Scalpello commented that it is difficult to acquire sponsors in the first year of an
event- and that we must have 1St time events, or we wouldn't have continuing ones.
He added that there should be a demonstrated return through increased sales tax
collections.
Packy Walker asked about the dates on the Italian Fest- it the proposal seemed
unclear. He was assured that it would be a 2-day event, Sept. 6-7, 2003.
Steve Rosenthal suggested that the Microbrew Festival be part of a September
Festival month- built upon the success of Octoberfest and that there were logical
coordination possibilities. He suggested that there were marketing benefits to be
gained by contexting September as a month of festivals.
Bill Jewitt reminded the commission that each request must be considered on the
merits of the presentation with respect to how it applies to the criteria of the target
demographic, Longwoods recommendations and the adopted Strategic Plan.
Ballots for funding allocations were passed out- and the results averaged as below:
Lacrosse- $9K
Big Wheel Chili Fest $44K
Food and Wine Festival $44K
Arts Festival $1 SK
Italian Fest $16K
Microbrew Festival $7K (3 votes for no funding: eliminate?)
America Days $25K (unanimous)
Holidays in Vail $20K (unanimous)
Octoberfest $72K
Possible total $215K without Microbrew.
$145K already allocated.
And
$75K tentatively budgeted fro administration/recruitment/research
$75K tentatively withheld for street entertainment
$SSK Contingency
Total: $565K available funds.
Minutes Town of Vail: Commission on Special Events 17Dec02
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y It was pointed out that the CSE plan calls for $75K to be allocated for participant type
events- and the only participant event in the discussion is the Lacrosse tournament.
Also, does it make sense to hire a recruiter, if there are no funds to allocate for the
events being recruited?
Kaye Ferry then raised several issues.
The VCBA would like to bring the Circus back- and would need $SK. Where should
that come from and who should request it- as the VCBA is prohibited by the
ordinance. Would it not make sense for the ordinance to allow for "up front"
requests?
Revolution Spring: Event developed from information gathered during the peer resort
trip to Whistler. The concept is to create an event that would tie an employee reunion
to the 40th Anniversary, with afun/party atmosphere that would help fill beds in the
last week of the season. Scott McCormick's request is to enhance the event that VA is
already doing- "fill in the holes" with more things going on- daily concerts around
4:00 at the Vista Bahn or the Gondola- and try to evolve it into an annual event.
Rick Scalpello suggested taking the easy ones first. All were in agreement to fund
Holidays in Vail and the 4th of July at the full amounts.
Food and Wine Festival: Packy questioned the likelihood of having a sponsor for an
event this year- and did we really need to allocate the entire $SOK. Johann indicated
that the interest was serious enough that he expected to have a sponsor on board- and
that the decision would likely be made by the 2"d week in January. He said that the
Marriott and the Cascade Hotel had offered to set aside major blocks of comp rooms
and that the significant community support that the event would require appeared to
be forthcoming. Steve Rosenthal noted that the event fits the Longwoods target
perfectly. If a sponsor were not on board by the end of March- $30k would not be
spent in this yeaz. Kaye asked if the producing group was anot-for-profit
organization- and was told yes. The importance of the whole town participating as a
community emphasized- as well as coordinating with the marketing plan. Johann
stressed that the lodging community was on board to participate in a 3-tier rate
system, and that CME had offered discounted rates for transportation. Rick Scalpello
stated that it would be better to fund 5/6 great events than to have 8/9 mediocre ones-
and that we should consider that philosophy in making funding decisions.
Lacrosse Tournament: The producers had several non-financial issues with the
town- and that having an administrator on board would be helpful in dealing with
these concerns. Rick Scalpello noted the request of $20K, then $SK and $SK over 3
yeazs- and that we would be well advised to have a 3 year contract to keep them
coming back. Steve Rosenthal suggested a 3 year plan of $14K, $ l OK and $1 OK-
giving them more than they asked for and showing an intent to support the event. Bill
Jewitt questioned why we would give more than they asked for. Steve noted that this
was an excellent participant event, and that we want them to feel welcome and
motivated to return. There was consensus to allocate $14K, $ l OK, $8K over three
yeazs, subject to Council approval of the budget. Joel Heath noted that this is the first
Minutes Town of Vail: Commission on Special Events 17Dec02
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r time in the long history of the Lacrosse Tournament in Vail that they have received
any from the Town and that one of the 1St jobs of the new administrator should be
to deal with the non-financial issues of concern.
Octoberfest: Bill Jewitt recommended that a decision be held off on this allocation,
since Rick Chastain was not present and it was the largest amount with the most
potential for savings. He suggested that Rick had indicated he might be able to
produce the event for $SOK, rather than $80K.
Big Wheel Chili Fest: Devon asked Joel if he could produce a quality event for
$14K. Discussion ensued as to whether this event might be a good fit with the
Microbrew Festival. Joel seemed to think that the two events shared the interest of a
similar demographic-especially if the Chili portion of the event was made a bit more
upscale. There was a discussion as to whether the Microbrew would fit better into the
Octoberfest concept- or as part of this event. Bill Jewitt mentioned that he gone to
www.Chili.orQ on the internet- and wanted to know what code impediments the Town
of Vail had in place that might prohibit chili being cooked on site or in homes, since it
seems to be possible in other communities. There is room to expand the Chili concept
beyond just the participation of 14 restaurants. The commission requested that Laurie
and Joel work together to combine the Chili fest/Microbrew concepts and bring back
a new proposal.
Vail Arts Festival: The discussion centered on expanding the festival presence into
Vail Village, with the juried part of the show remaining in Lionshead and having the
more "crafts" oriented vendors in the village. The necessity of working with the
VCBA was stressed, as well as the importance of being sensitive to the issues of the
Vail retail community. Pam noted that Laurie has a long history of producing events
in Vail and knows the community well. Steve said that the International Bridge is an
excellent site for this type of event, as it does not place tents in front of anyone and
provides a good tie to Gore Creek. Kaye stated that the feedback from the merchants
has been to keep the tents concentrated in groups or in one area- not to have them
dispersed too much. She noted that Breckenridge has an arts festival that seems to be
a bit more "lower end," with a lot of Christmas ornaments and the like- is this
something that we can incorporate into ours? There was consensus to allocate $15K
for this event.
Vail Festival Italiano: Steve Rosenthal felt that this event did not have enough return
on the investment. Bill Jewitt asked if the group had been in touch with the Italian
Consulate in Denver, especially with regard to getting information that would expand
the number of vendors. Laurie responded that the consulate had taken a bit of a "sit
and watch" attitude because it was a 1St year event; but now that the event has a
"history," she expected a more significant interest. She commented that we had been
fortunate in acquiring the sponsorship from Lufthansa. The need to be sensitive to the
issues of the merchants in Vail was again stressed- especially with regard to those
who carry similar merchandise.
Minutes Town of Vail: Commission on Special Events 17Dec02
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Motion was made by Dave Chapin, second by Rick Scalpello to approve the
following:
¦ Lacrosse Shootout: $14K (with $ l OK and $8K to be allocated over the
next two years.)
¦ Food and Wine Festival $SOK
¦ Vail Arts Festival $15K
¦ Vail Festival Italiano $15K
¦ 4~' of July $25K
¦ Holidays in Vail $20K
¦ Request that Joel and Laurie come back with a new proposal for a combined
Microbrew/Big Wheel Chili Fest.
¦ Defer the Octoberfest allocation until Rick Chastain could be consulted
regarding whether or not the event could be produced in a quality manner with
a lower allocation than had been requested.
Passed unanimously.
Administration: Bill Jewitt began the discussion by stating that he did not feel the RFP
process was necessary, and that the CSE had been granted the authority through
the ordinance to hire an administrator out of its own budget. He felt that hiring a
part time administrator "by the hour," with a maximum limit, would be preferred
to a contract, because there was no reliable way to accurately measure the amount
of time that would be required and that there would be less ability to direct the
staff through a contract format. Rick Scalpello felt that a contract was important;
that the CSE did not want to place the town in the position of providing a job with
benefits etc. Both Kaye and Steve pointed out that there is a philosophical
difference between a person who has a contract and is operating on their own, and
a person who is hired for a particular job- there is a difference in the sense of
where the direction comes from and who is in charge. Matt Mire, attorney for the
Town of Vail was asked to give his opinion on whether the CSE needed to go
through the RFP process for contract services. He stated that either a negotiated
contract, or a hard bid was acceptable. He also stated that the ordinance gave the
CSE the authority to assign contracts. Pam stated that currently Lorelei spends
about 50% of her time on special events related work. She also stressed that given
the current budget cuts, Bob McLauren would not accept the idea adding
additional staff at the Town, and that a contract position would be more politically
acceptable. There was discussion as to the pros and cons of hiring an individual or
an organization, and if an organization might provide the services of two people
working together for administrative and recruiting services. All felt that it was
critical to get someone on board soon, as a single point of contact- and that since
time. was running out, to go ahead with the RFP process to hire just a coordinator
immediately. Applications from individuals and/or organizations would be
considered.
Minutes Town of Vail: Commission on Special Events 17Dec02
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• Motion by Rick Scalpello, second by Devon Alvarez, to approve, as presented,
the RFP to hire a coordinator. Passed unanimously. Pam stated that she would
place the appropriate ads, and that applications would be returned to Bill Jewitt's
attention at the Town of Vail. The decision on whether to hire a recruiter and
whether or not to accept the Longwood's proposal for research was deferred.
It was decided that future meetings would be held on the 3rd Tuesday of each month, at
9:OOam.
Meeting adjourned at 11:20am.
Minutes taken and submitted by
Sybill Navas
December 17, 2002
NEXT MEETING: Tuesday, January 21, 2003 at 9:OOam.
Minutes Approved January 21, 2003
Motion by Steve Rosenthal, second by Rick Scalpello, passed unanimously.
Approved by: ~~`/1 ' ~ ~ Date:
Bill Jewitt, Chairm~ommission on Special Events
Minutes Town of Vail: Commission on Special Events 17Dec02
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