HomeMy WebLinkAbout2009 CSE Minutes MINUTES:
Town of Vail: Commission on Special Events MeetinLy
Vail Town Council Chambers
Tuesday, January 27, 2009 @ 9:00 a.m.
CSE Members Present. Bobby Bank Dave Chapin, Kerry Donovan, Meggen Kirkham (@
9:1 Sam), Rayla Kundolf, Robert McKown, Heather Trub
Others Present. Katie Richardson, Carrie Marsh, Vicky Lee, Gaby Zahorsky, Chris Romer,
Jessica Stevens, Sarah Franke, Susie Tjossem, Joyce Gedelman- Viers, Laurie Asmussen, Joe
Walker, Terri Hanley, Jared Biniecki, Jamie Gunion, Peter Hayda
Town of Vail Staff Present. Lorelei Donaldson, Town Clerk
Kelli McDonald, Vail Economic Development Manager
Pam Brandmeyer, Assistant Town Manager,
Sybill Navas, Special Events Coordinator
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Swearing in of New CSE Members: Vail Town Clerk Lorelei Donaldson swore in newly
reappointed members Dave Chapin and Heather Trub, who were reappointed to the CSE by the
Town Council at their meeting on December 16, 2008. Meggen Kirkham was also reappointed,
but had not yet arrived. All three will serve terms expiring on December 31, 2010.
Dave Chapin called the meeting to order at 9:05 a.m.
Election of new CSE Chairman, for a two-year term, ending December 31, 2010. Heather
Trub nominated Dave Chapin to be Chairman of the CSE. Vice Chairman Bob McKown asked if
there were additional nominations. Hearing none, Bobby Bank moved to elect Dave Chapin for
another 2year term as Chairman, with Rayla Kundolf seconding. The motion passed unanimously,
6 -0.
Administrative Items: (15 minutes)
• Motion to approve the minutes of the meeting of November 18, 2008, as presented.
M/S/P: Robert McKown/Heather Trub/Unanimous.
• Review status of Contracts and Financial Report: Sybill reported that Town Manager,
Stan Zemler, has asked the CSE to retain $100,000 in the budget, pending discussions with
council as to how the current economic crisis might affect the upcoming year's budget. It is
expected that a final decision will be made prior to the end of March. More information
should be forthcoming after the next council meeting on February 3.
• Review CSE Meeting Schedule for 2009: Consider moving the meeting to the
I sr Wednesday of each month? The CSE agreed by consensus to change the current meeting
schedule to the I' Wednesday of each month, beginning with the April 1, 2009 CSE
meeting. The February meeting will remain as originally planned, on Tuesday, February 24.
The start time for all regular CSE meetings will be moved up to 8:30 a.m. There will be no
regular CSE meeting in March of 2009, however CSE members committed to a joint meeting
with the Vail Local Marketing District Advisory Council on March 19.
('st: 'sn Minutes: 1 2 Pa,e i of j
Town Clerk Lorelei Donaldson then swore in newly reappointed CSE member Meggen
Kirkham, who had arrived at 9:15 a.m.
• Update: Vail Film Festival: Sybill read an email sent by Sean Cross which stated that
they are in final negotiations with a media candidate for Presenting Sponsor, that most of
their other sponsors are returning and that they are in final negotiations with several other
companies. Additionally he added that they have received more film submissions than in
any other year and that several high profile celebrities have committed to attend. Marketing
partnerships have been secured with Comcast, Vail Daily and NRC Broadcasting, as well as
with "Wired" magazine, which has a readership of 2.5 million people. CSE members were
in unanimous agreement to move ahead with their contract and formalize the 2009
allocation.
CSE Oversight of Council Funded Events: Pam Brandmeyer explained that, although the
Council would like to continue to allocate funds directly to the "culturally designated" events,
they recognize they do not have a method of oversight and accountability, as the CSE does, for
the Special Events that they fund. Putting in place a requirement for a full event review by the
CSE for all events receiving Town of Vail funding would provide a more thoughtful consideration
of the value each one contributes to the community. It is likely that, beginning this summer, all
applications for event funding will be reviewed by the CSE and those falling into the "culturally
designated" category will be sent forward to the Town Council with a recommendation from the
CSE. These events currently include: Bravo! Vail Valley Music Festival, The Vail Jazz Festival,
and the Vail Valley Foundations events- Street Beat, Hot Summer Nights, American Ski Classic
and the Vail International Dance Festival.
Final Recap of 2008 Events:
• Colorado Grand: Sarah Franke, representing the Lionshead Merchants Association, distributed
an event overview and stated that the event had been a joint effort of the LH merchants and the
Colorado Grand. She added that although the number of cars is likely to remain constant, there is
great opportunity to grow the attendance at the car display with media exposure and that the
Lionshead Merchants Association had underwritten the local advertising, but that the Colorado
Grand organization had taken the lead on the higher end media exposure on the Front Range. Dave
Chapin commented that the event had come off very well.
• Vail Symposium Book Workshops: Vicky Lee introduced the Vail Symposium's new
Executive Director, Carrie Marsh and thanked the CSE for their support of the workshops.
Describing the events as "adult art workshops," she explained that they had been offered as a one-
time activity in conjunction with the library's 25 anniversary celebration and that, although
attendance was very light, everyone that participated enjoyed themselves. She added that, should
they decide to do something similar in the future, it would be preferable to do it on a weekend -
with the hope that more people would be able to attend.
• Holidays in Vail: Laurie Asmussen, Eagle Valley Events, distributed a final budget and event
overview, and stated that there had been good attendance at both the Lionshead and Vail Village
Tree Lighting Ceremonies. In response to questions about the "Parade of Lights," she said there
CSF'gin Minute~: 1 27 2009 Pagve 2 cif
were about 10 participants including the floats, walking trees and characters, and Santa, plus the
Town of Vail Fire Truck and carolers. It was remarked that the crowd in Vail Village had
diminished because of the lateness of the arrival of the parade- Laurie explained that Santa had
been late in arriving in Vail on account of an earlier commitment in Keystone and the bad weather
that made traveling over the pass difficult.
Looking forward, Laurie stated that she welcomes the "brainstorming" conversation with
respect to re- inventing the "Ford" tree - lighting, that she continues to struggle with the
expectations of the community, and that $35,000 is difficult to spread over 5 weeks of
programming- particularly when the New Year's Eve fireworks consume about 1/3 of the total
budget. Bobby Bank expressed that the Fireworks and Torchlight Ski -Down on New Year's Eve
were excellent and suggested that we might have them once a month. Bob McKown commented
that there should be a "kinder- gentler" way to word the curfew information. Kerry Donovan
asked if there had been increases in the cost of the fireworks- Laurie responded, "somewhat -" that
Western Enterprises had already stocked up about 50% for the upcoming year prior to the global
price increases.
Discussion of Thanksgiving to New Year's Events and development of a process to
finalize funding allocations for 2009 events falling within this time frame. Sybill
transitioned the conversation by reporting on a meeting that she and Laurie had attended
yesterday at Arrabelle. The Lionshead Merchants and Arrabelle Resort would like to have a Tree
Lighting celebration to kick -off the holiday season, featuring the Town's tree located just below
the deck at Billy's Island Grill, on the Saturday after Thanksgiving. Additionally, they are
working on plans to host a holiday market in Vail Square on the following weekend, and have
asked Laurie to be the event organizer. It was suggested that the businesses in Vail Village create
an organizing committee to plan activities for the following two weekends leading up to
Christmas. Susie Tjossem stated that there must be a balance of activity between Lionshead and
Vail Village. She congratulated Lionshead on their forward thinking, and added that it is more
difficult in the Village because there is no active group in place to plan.
CSE members agreed by consensus to the following:
• New funding applications will not be solicited. Funding decisions will be based on a plan
developed with input from business representatives from all areas of the VV and LH, and
it was recommended that a representative from Vail Resorts be included. Laurie Asmussen
will amend her Holidays in Vail application as necessary.
• Thanksgiving should be the kick -off weeked, giving our guests something to do and
providing vitality in the streets- particularly in a low snow year.
• The community must be invested in the effort, bringing both financial support and a
willingness to actively participate to the table.
• The goal will be to have the CSE provide direction at their February meeting, and to review
the revised application for Holidays in Vail, as well as the funding for Snow Daze, for
funding at the April CSE meeting.
Event Recruitment: Consideration of request to support hard costs @ Dobson Arena for
the USA Judo Event in Vail, October 2009: Chris Romer, representing the Vail Valley
Partnership, reviewed the request for CSE support for the USA Judo event, proposed to be held
in Dobson Arena, October 13 -20. He explained that in following up on the direction from the
VLDMAC to recruit participatory events, they have discovered a huge potential, particularly for
i_Sf_'sn Minutes: 1 '27'?009 Page t of
off- season events.
He stated that USA Judo, part of the Olympic Committee based in Colorado Springs, does
about 600 groups per year and is very interested in Vail. A site visit to assess the venues is
planned within the next two weeks, and a decision is expected in early April. He added that they
are "ready to come to Vail, we just need to provide the dollars." The amount of the request varies
greatly, depending on whether the Council agrees to allocate some of their "free days" to this
event. 4 days in Dobson will be requested, and the request to the CSE is to provide $5000 -$7000
to cover the "hard costs."
Bobby Bank stated that any money spent to get people here in October is good. Pam
Brandmeyer explained that the Town of Vail contract with the VRD allows the Council to
allocate a number of "free" days each year, but that the "hard costs" of $1500 -1700 /day, remain
the responsibility of the user. Jamie Gunion, representing the VRD, added that they are not able
to waive these expenses.
Dave Chapin recommended that the CSE receive a report on the outcome of the site visit,
and once the Town of Vail budget issues have been resolved, take another look at the proposal at
the February CSE meeting.
Heather Trub left the meeting at 10:45 a.m.
CSE Strategic Plan: The current plan was approved to span 2006 -2009. Does the CSE want to
revisit the document to consider revisions? CSE members felt that the document should be
revisited, and after some discussion determined that it would be most efficient to have a small
work group provide a new draft. Rayla Kundolf and Kerry Donovan agreed to serve on a
subcommittee with Kelli McDonald and Sybill to review the current document and suggest
revisions to the CSE in an upcoming meeting. The plan would then be taken to the Council, the
VLMDAC, the VEAC and the various merchant organizations for their input prior to final
adoption by the CSE.
"Green Events ": Review draft of proposed additions to the Special Event Permit
Application and provide feedback. In response to direction from the Town Council and the
Town Manager's Office, Kristen Bertuglia and Bill Carlson have been working with the Event
Review Committee (ERC) and local event producers to develop criteria for insuring that events
taking place in the Town of Vail are making every possible effort to minimize impacts to the
environment. The CSE is also being asked to include an event's level of "greenness" as part of
the criteria for funding consideration. This item was tabled until the meeting on February 24, due
to time constraints.
New Business: Kerry Donovan asked about investigating the possibility of requiring copies of
tax returns from organizations that are requesting CSE funds. Sybill will check with Matt and
Lorelei as to whether this would be possible.
The meeting was adjourned at 11:00 a.m.
Minutes taken and submitted by
Sybill R. Navas, Special Events Coordinator
January 27, 2009
CSF ,n Minutes: 027 I'agc 4 �j
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Approved b
Date.
A
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Dave Chap�
Chapin, SE Chairm
Upcoming Meetings:
Thursday, March 19 @ 9:00am: Joint Meeting with the VLMDAC
Wednesday, April 1 @ 8:30am: Regular April CSE Meeting
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Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
February 24, 2009 at 8:30 a.m.
The regular meeting of the CSE was called to order at approximately 9:00 a.m. by
Chairman Dave Chapin.
Members present: Dave Chapin, Chairman
Rayla Kundolf
Robert McKown
Heather Trub
Megan Kirkham
Robert Bank
Kerry Donovan
Staff Present: Sybill Navas, CSE Coordinator
Pam Brandmeyer, Assistant Town Manager
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Bill Carlson, Environmental Health
Kristen Bertuglia, Environmental Sustainability Coordinator
Leslie Fordham, AIPP Coordinator
Others Present: Katie Richardson, Vail Resorts
Jamie Gunion, Vail Recreation District
Jeff Brausch, Highline Sports and Entertainment
Joyce Gedelman- Viers, VCBA
Laurie Asmussen, Eagle Valley Events
Dan Conway, Vail Resorts
Sarah Franke, Lionshead Merchants Association
Chris Romer, Vail Valley Partnership
Jessica Stevens, Vail Valley Partnership
-- Administrative Items:
• Approval of the Minutes of the meeting of January 27, 2009
McKown moved to approve the minutes, as presented, with Kirkham seconding. The
motion passed unanimously, 7 -0.
Coordinator Report:
• Review status of Contracts and Financial Report: Navas reported that many
contracts have yet to be sent on account of the council's review of budget cuts.
The council determined at their last meeting that there would be no reduction in
the CSE's budget, so remaining contracts will be sent out in the near future.
CSE Minutes. February 24, 2009 Page 1 of 4
• Follow up: Should Tax returns be required from applicants for funding? Navas
reported that she had consulted with Matt Mire regarding this question, and that
his recommendation was not to go this route. He felt that the CSE should
evaluate events based on their own criteria and what the event brings to the
community.
• Update: Taste of Ireland: O'Hara's International Hurling Festival, tentative dates
August 20 -23, 2009. VRD representative Jamie Gunion said they expected a
large turnout for the event, which is being produced by the Denver Hurling Club
and will be held on the softball fields at Ford Park.
• Navas reported the Colorado Grand automobile event had been sold. She
added, that on account of the Jewish holiday that begins on Saturday, the car
display will be held on Friday this year. There is some concern that many of the
participants will not want to stay in Vail for that component of the event. Sarah
Franke will provide a full update at the next CSE meeting.
• She then reported she has been unable to contact the Geocache event
promoters, and is unclear whether they intend to produce the event again in
2009.
• Navas said that although the Film Festival does not have a title sponsor, they
have a greater number of high profile celebrities committed to attend than ever
before.
--"Green Events ": Review draft of proposed additions to the Special Event Permit
Application and provide feedback.
Navas reported that in response to direction from the Town Council and the Town
Manager's Office, Environmental Sustainability Coordinator Kristen Bertuglia and
Environmental Officer Bill Carlson had been working with the Event Review Committee
(ERC) and local event producers to develop criteria for insuring that events taking place
in the town are making every possible effort to minimize impacts to the environment.
Navas explained that the intent is to develop "Green" event requirements for the Special
Event Permit that would remain optional through the remainder of this year, but would
become mandatory next year. The CSE agreed to include an event's level of
"greenness" as part of the criteria for funding consideration. Bertuglia explained she was,
"Trying to eliminate Styrofoam in the community... The town has also been in
communication with Vail Resorts in an effort to join forces toward better sustain ability."
Bank and Kundolf expressed concern the CSE was bordering on micromanaging events.
Navas said there is a fair opportunity for event promoters to be compliant. Highline
representative Jeff Brausch, stating that they had been participating in the process of
developing the requirements, said costs for such measures could be prohibitive and
encouraged the Commissioners to look at the number of things that event producers are
already doing. Donovan encouraged examining the ECO Build model. Brausch also
said it would take time to train event attendees to use recycle waste containers. There
was consensus that using a point system or checklist, providing options rather than a full
list of requirements, would be preferable.
CSE Minutes. February 24, 2009 Page 2 of 4
Oktoberfest/Highline Sports and Entertainment:
Highline representative Jeff Brausch discussed the potential impacts on the event in light
of the reduced funding for 2009. "Oktoberfest received $82,500 in 2008 and has been
allocated $66,000 for 2009." Brausch explained that, particularly in this year of economic
uncertainty, developing sponsorships for this event is more challenging than ever- in part
because of the strong ties to alcohol consumption. He added that 5 years ago, the event
was not profitable and that Highline had been able to turn it around, but that the success
or failure of the event remains extremely sensitive to the weather conditions. Brausch
reported that the event would have to be scaled back, either in entertainment content or
reducing the number of days from 6 to 5. CSE members requested that he return with
an update in 2 or 3 months.
—Snow Daze 2008 Final recap
Highline representative Jeff Brausch distributed an event recap and explained that the
Snow Daze event was well attended, with the Demo Daze component receiving over
twice the activity as in recent years. "We ran the largest marketing campaign we have
ever run in Vail." He reported the event posted a financial shortfall of $167,000, largely
on account of the expense of the Fray (entertainment) and lighter ticket sales created
the shortfall. "The Fray cost $425,000 alone ... The ROI for the town should be between 8
or 6 to 1." Navas clarified profits were not impacted by Highline waiting to announce
headliners till the "last second." Brausch responded, "You really can't control the concert
industry."
He concluded by giving an update on the proposed changes in programming for Spring
Back to Vail, stating that they were looking back to the original format of bringing activity
back into the village with all free shows, bands in the $50k -$100K price range (thereby
lowering the risk factor) and tapping into the "All the Love" marketing campaign.
-- Thanksgiving to New Year's Events Review
Asmussen distributed a proposed plan for the event, -but added that funding for the
additional events /activities did not exist. Vail Chamber and Business Association
(VCBA) representative Joyce Gedelman explained her organization represented
businesses throughout Vail not just Vail Village. Navas and Kundolf emphasized the
importance of Village Core leadership stepping up. Navas stated, "LionsHead has
provided their own leadership in terms of promoting and organizing the event. We need
to develop some synergy throughout the community from Thanksgiving to New Years
Eve."
Navas reported the Vail Police Department has been encouraging the addition of an
family friendly /alcohol free "1 Night" celebration and /or reviving the New Year's event
for youth at Dobson Arena. The CSE board then questioned whether they could pay for
marketing as opposed to just an event. Navas said there was a marketing component to
every event. Kundolf encouraged gift wrapping stations in the Village during holidays.
She added that this is not an "event" time, rather a "community" time and that the
community needs to participate to make it successful. Laurie was asked to present an
updated event plan at the April CSE meeting, so that the CSE could provide feedback on
which components they would consider for funding. The actual funding application would
CSE Minutes February 24 2009 Page 3 of 4
be considered at the meeting on May 6. CSE members agreed that no new RFP would
be issued at this time.
-- Strategic Plan:
Donovan explained the progress to date. CSE members agreed by consensus to accept
the revised mission statement, the addition of categories of events, removal of the
reference to the Special Event Handbook and encouraged the committee to leave in the
philosophical commitments as written, while minimizing the specifics.
- -New Business:
Romer updated the CSE on the status of the Judo Event at Dobson Arena and stated
that they expect a decision as to whether the event is committed to come to Vail within
two weeks. He added that regardless of what the decision is with respect to this event,
they (the Vail Valley Partnership) has an "excellent foot in the door" with the Olympic
Committee- who produce over 600 events per year.
Bank said Village Merchants were very skeptical of sales tax collections on Meadow
Drive (Vail Farmer's Market). He then expressed concern Vail Village businesses were
are not allowed to participate in the market. Navas explained the Meadow Drive
Business Association owns the market, and has developed a prioritization for
participation that favors their members, but that the participation is limited by space.
Kirkham asked to re- address what logo event promoters should use when receiving
Town of Vail funding.
Navas announced there would be a joint CSE meeting on Ap 19 with the Vail Local
Marketing District Advisory Committee.
Gedelmen expressed concern that the Town of Vail and Vail Resorts event calendars
were not comprehensive.
-- Adjournment @ 11:05 a.m.
Kirkham moved to adjourn with McKown seconding. The motion passed unanimously,
7 -0.
Minutes taken and submitted by Corey Swisher,
edited by Sybill Navas
February 24, 2009
Approved: I Date:
ave Ch in, CSE ha n
CSE Minutes. February 24 2009 P g 4 of 4
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
April 1, 2009 at 8:30 a.m.
The regular meeting of the CSE was called to order at approximately 8:30 a.m. by Chairmain
Dave Chapin.
Members present: Dave Chapin, Chairman
Robert Bank
Kerry Donovan
Megan Kirkham
Rayla Kundolf
Robert McKown
Heather Trub
Staff Present: Sybill Navas, CSE Coordinator
Pam Brandmeyer, Assistant Town Manager
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Sally Lorton, Sales Tax Administrator /ERC
Steve Wright, Vail PD /ERC
Lorelei Donaldson, Town Clerk/ERC
Others Present: Adam Sutner, Katie RichardsonNail Marketing
Jamie Gunion, VRD
Nigel Cooper, Jennifer Geisness, Ski & Snowboard
Club Vail
James Deighan, Highline Sports and Entertainment
Diane Moudy, Maren Lantzy /Resort Events
Laurie Asmussen, Eagle Valley Events
Chris Emmer, Glissade Event Services
Jeanmarie Angarola, Skating Club of Vail
Sarah Franke, Vail Chophouse and Blue Moose
Joyce Gedelman- Viers, VCBA
Kaylee Brennand, Colorado Grand
Melanie Wong, Vail Daily
Jim Pavelich and Erinn Hoban, Vail Mountaineer
Ghiqui Hoffman, Laughing Monkey
John Cogswell, Squash Blossom and Lodge
Merchants
Michael Staughton, Los Amigos and Russell's
Jim Glendining, The George
Steve Kaufman, Tap Room
CSE 4 -0 0 0`
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i
Chapin called the meeting to order at approximately 8:30 a.m.
-- Administrative Items.
Approval of the Minutes of the meeting of January 27, 2009.
McKown moved to approve the minutes, incorporating the date correction identified by Dave
Chapin, with Bank seconding. The motion passed unanimously, 7 -0.
x
— Coordinator Report.
Review status of Contracts and Financial Report: no issues were raised.
Next CSE Meeting reminder: Wednesday, May 6 @ 8:30 a.m. and joint meeting with VLMDAC
on Thursday, May 21.
USA Judo has sold the rights to the event that was being considered for Vail next October to the
city of San Jose, CA. They have confirmed that Vail will be the site of their "President's Cup"
event in May 2010.
O'Hara's International Hurling Festival and Taste of Ireland is scheduled for August 20-23 in
Ford Park, and is moving ahead without outside funding.
Sports Alliance: Sybill reported that the Vail Valley Partnership (WP) is pursuing the formation
of a "sports commission," which would include representatives from a number of organizations
in Eagle County who have an interest in recruiting participatory sporting events. The "alliance"
would have the ability to review proposals, help to facilitate the events and provide funding tc
defray in -kind costs for the purpose of attracting more of these types of events.
-- Public Input on Special Events in Vail Village.
Ghiqui Hoffman, owner of the Laughing Monkey asked, if there has been consideration
of events that generate sales tax, in light of the current economic downturn. She added
that the Epic Pass has not been of much benefit to retailers.
CSE members responded that the events calendar reflects a wide variety of events that
appeal to a broad audience range. Kirkham added that it is the responsibility of the
merchants to bring ideas forward for the CSE's consideration. Bobby Bank added that
"ability to generate sales tax" is one of the key criteria for the CSE's event funding
decisions.
Ghiqui stated that concerts don't bring business to her directly, but that she likes them
and that they don't hurt her business, as her busiest time is usually between noon and
5:30p. m.
James Deighan, representing Highline Sports and Entertainment commented that,
"Many businesses attempt to coincide sales and promotions with special events... They
are a wonderful platform to bring people to town... It's up to the merchants to act upon
what is already in place... Millions of dollars are already spent on these events." He
added that Lee Steele of Specialty Sports always schedules his big sale during
Oktoberfest, and has reported that it is his busiest week of the year.
Jim Pavelich, publisher of the Vail Mountaineer stated that they offer a non - profit rate
for promoting events. "It's a good way to stir up interest for these activities... we have a
rate that is not profitable for us but we think it could be a benefit for the town." He
encouraged businesses with locations inside the event venue to take advantage of the
opportunity.
Jim Glendining, owner of The George, said you, "You can't complain that no one
bought anything from your store- you have to have the skill to make money from these
events. " He added that the "events bring people to your door, it is our job to get the
money out of them. You have to create your own business out of the opportunity that is
presented."
Michael Staughton, Russell's and Los Amigos, stated "any event is good, whether it
helps you in the immediate moment or not The fact is that they have seen my sign or
my business and that is good... People will come back."
Chapin asked, "What events are good ?"
Ghiqui responded:
Formerly business was 1/3 local- now there is a major parking problem, as well as
competition with Silverthorne, Edwards and Avon. Events that attract a demographic that
has disposable income are the most beneficial; i.e. Vail International Dance Festival,
BRAVO!, Taste of Vail- food, wine, art and music. She added that "this year, people
aren't shopping," and stated that this March she had 268 purchasing customers- last
year there were 2 Y times that number.
Kirkham said there was no solution that would please everybody. "That's why we have
diverse group of events." Navas clarified that the Town Council, and not the CSE,
directly funds Street Beat.
Deighan added that the concert venue issue has been going on for years. "Not every
event is perfect for everyone... All of the events are healthy for the town." He explained
that the venue for Spring Back to Vail concerts had been moved to the front of the
Solaris fence in light of the complaints received from Gore Creek Drive and Bridge Street
businesses following CarniVail, but that the venue issue goes on. Lionshead is not a
large enough area for headliner concerts; Fort Park is "out of town." Not all events help
everyone.
Ghiqui affirmed that she was NOT in favor of moving the venue.
The Vail Mountaineer assistant publisher encouraged local businesses to be marketing
to locals." There are 50,000 people who live in this county."
Bank stated, "The Lionshead and Meadow Drive merchants are taking care of
themselves. The Vail Village businesses need to step up..."
Local gallery owner and President of the Lodge Retail Organization, John Cogswell
said the new venues were exciting. He then commented, "About half of the stores along
CSE. Minutes 04 -!i1 2009 Pattie 3 .. (�
the Lodge Promenade close down for the Street Beat nights, it is the higher end stores
that are most affected." He encouraged consideration of events that cater to higher
demographic and added that he is excited to see how the new venues (i.e. Solaris for
Spring Back to Vail concerts) will work out.
Steve Kaufman, owner of the Tap Room, said "sometimes I am embarrassed for the
small business owners of this town. It is not the responsibility of local government to
bring business through your door." He added that "the local economy is lucky to have a
company like Vail Resorts doing their marketing and that we are fortunate to have the
CSE soliciting events.... many other towns do not do that. He encouraged the business
owners to look at the calendar and direct their marketing to those events .... the more
people the better!"
In summary, the input received was far more positive than negative- and event those
directly affected did not express that they wanted the concerts to go away. Clearly the
bars and restaurants reap the most from the street concerts, but it was generally
acknowledged that different types of events do benefit others.
-- Spring Back to Vail
t
Vail Resorts Marketing representative Adam Sutner gave a PowerPoint presentation explaining
the philosophy behind the changes in the event's format. Stating "we must be doing something
right" in that Vail continues to perform extremely well on the customer service scores, he
emphasized the importance of "connecting and resonating with your customer." The headliner
concerts will be free and have been moved back into the village in order to make people feel
welcome and to enhance the festive spirit in the community. The Epic Pass give -away is also
geared towards bringing people back again and again because they feel welcomed and
appreciated and the atmosphere is one of fun. He offered business community members an
opportunity to participate in the scratch -and -win ticket contest if they have a "legitimate" prize to
put forth.
It was agreed by consensus that event funding should be reviewed by the CSE when there are
substantial changes to an original programming proposal.
-- Colorado Grand: Update.
Sarah Franke informed the CSE that the Colorado Grand is no longer being managed by Kathy
Meyer and introduced Vail Valley resident Kaylee Brennand as the local contact for Amy
Gatchel, who is the new organizer. Kaylee explained that the annual "Grand Concours" in
LionsHead will take place on Friday as opposed to Saturday due to the Jewish Holidays, and
that they estimate about 50 cars will participate. "A significant number of our participants are
Jewish and would not be able to participate at all if we had not decided to move the dates of the
event." The CSE agreed that the event had been a great success in the past. Brennand noted,
"We've had to make this change in the past... it helps keep our participants loyal to us."
- -Event Recap: USSR Junior Olympics /Ski and Snowboard Club Vail.
Ski and Snowboard Club representative Nigel Cooper thanked the CSE for their funding. He
spoke of ways to make the event more public and draw people into the village. "We are working
"SE: Minutes 04 -01 -2009 Page 4 of G
5 ;
to develop lodging partners... over 200 families are here for over seven nights." He added that,
"We continue to improve the look and feel of the event and hope to one day to host the Youth
Olympic Games." Donovan congratulated Cooper on Ski Club Vail's excellent showing at the
event.
-- Summer Street Entertainment Schedule.
Diane Moody explained the proposed summer Ambient Street Entertainment schedule. "We
continually strive to have different points of entertainment throughout the villages." The board
clarified that buskers are allowed in the Arrabelle at Vail Square, but since that is private
property it would be preferable if they kept their performances to the mall area. Joyce
Gedelman -Viers spoke in support of having buskers coincide with the Vail Chamber and
Business Association special events on June 20 and 27, as they provide an enhancement to the
activities. She also spoke in support of providing entertainment on the afternoon of the 4 th of
July, saying that it helped to keep people in town following the parade. CSE members approved
the schedule by consenus with the following changes:
• Fridays: schedule the entertainment in Vail Village to provide a balance to the LH Friday
Afternoon Club.
• Sundays: schedule the entertainment in Lionshead to provide a balance to the Farmers'
Market.
• Saturday entertainment will be scheduled on the 2 Saturdays of the BBQ (June 27) and
the South of the Border Fiesta (June 20) in lieu of Sunday and Monday of Labor Day
weekend.
-- Holidays in Vail.
Eagle Valley Events representative Laurie Asmussen emphasized, "I'm not going to be able to
meet everybody's needs... I've been trying to do that with this event and Vail America Days for
years .... I need to put some dollars to this before I can submit a formal proposal." She added
that both the Lionshead Merchants Organization and the Meadow Drive Partnership have come
on board as funding partners with the Thanksgiving kick -off events and the holiday markets. Vail
Chamber and Business Association representative Joyce Gedelman -Viers stated, "We will strive
to help get our businesses on board prior to the Thanksgiving weekend." Navas said the town
would be giving away nearly 37 miles of virtually "new" holiday lights that are no longer being
used with the move to using only LED lights in the public areas. First priority will go to local
businesses, followed by residents, as part of a program to have the village fully decorated for
the holidays by Thanksgiving weekend. Chapin thanked Asmussen for her help. Sarah Franke
commended Laurie on her efforts, adding that the Vail Village businesses have put forth many
ideas, but have not stepped forth with support as have those in Lionhead and on Meadow Drive.
"There are some components missing and they are in the Village." Skating Club of Vail
representative Jeanmarie Angarola stated that they would like to be part of the event and will
likely seek CSE funding. Navas emphasized that the Dine - around is an important component
that needs someone to organize it. Commenting on the event format for Snow Daze, Vail
Resorts representative Katie Richardson explained that although tourism drivers in spring are
not necessarily the same drivers in the December, they will be reviewing the programming
following Spring Back to Vail.
The CSE agreed, after some discussion, to issue a new RFP that would allow "satellite" events
to apply for CSE funding- largely because they felt it unfair to put Laurie in the position of having
CSE: ii/ ni_ites 04 -01 -20011 Page 5 of 6
to make the "sub- funding" decisions on her own as to which events should be included in the
overall program. Applications will be due by 5:00pm on Friday, May 22, and will be reviewed at
the CSE meeting on Wednesday, June 3. The Holidays in Vail application will include the
Thanksgiving kick -off and parade of lights, traditional New Year's Eve activities, the Holiday
Markets on Meadow Drive and in Lionshead, as well as scheduling and programming oversight
and listings for the calendars and any additional activities that Laurie feels she can reasonable
manage. Gedelman -Viers said that it would be helpful to have a list of what will be included in
"Holidays in Vail" so that they can submit a proposal that would "round -out" the event.
- -CSE Strategic Plan.
Navas summarized the latest revisions to the Strategic Plan. She explained the Vail Town
Council views special events as an investment as opposed to an expense. Adding that, in light
of the Council's commitment to sustainability, "funding events that are not committed to going
'green' is not going to fly," she explained that the Rating Grid has been revised to include
environmental considerations as part of the decision making process. Additional revisions were
made to help differentiate the inherent characteristics and benefits of the different types of
events. Bank said he wanted Council direction on whether or not special events should be self -
sustaining. The board agreed to approve the strategic plan at their next meeting, with the edits
that were noted in the discussion. Navas said she believed the plan would be a stronger
document if it is reviewed by outside entities, such as the VEAC, VLMDAC and the ERC prior to
the sharing document with Council.
CSE members agreed to test the new Rating Grid when reviewing the RFP's at their June
meeting.
--New Business:
Kundolf, referring to the Taste of Vail and the Film Festival, expressed concern that visitors
were not aware of these events taking place in town.
-- Adjournment c@ 11:30 a.m.
Bank moved to adjourn with Kundolf seconding. The motion passed unanimously, 7 -0.
Minutes taken and submitted by Corey Swisher, edited by Sybill Navas.
April 1, 2009
Approved by Date __� &A
Dave -G ep4, CSE Chairman
LQ —
k (L
SE, 1 \1 i nu s 04 -C 20 09 P 3(;2 6 6
TOWN OF OVAIL
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
May 6, 2009 at 8:30 a.m.
CSE Members present:
Robert Bank
Kerry Donovan
Rayla Kundolf
Robert McKown
CSE Members Absent:
Dave Chapin
Meggen Kirkham
Heather Trub
Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Others Present: Carrie Marsh, Vail Symposium
Dan Conway, Vail Resorts
Joyce Gedelman- Viers, VCBA
Jeanmade Angarola, Skating Club of Vail
Dawn Ristow, Skating Club of Vail
Jamie Gunion, VRD
Laurie Asmussen, Eagle Valley Events
Tracy Donovan, Black Dot Events
Katie Richardson, Vail Marketing
Jeff Brausch, Highline Sports and Entertainment
Michael Imhof, Vail Valley Foundation
Vice - Chairman McKown called the meeting to order at approximately 8:30 a.m.
-- Administrative Items.
Approval of the Minutes of the meeting of April 1, 2009.
Donovan moved to approve the minutes as presented with Bank seconding. The motion
passed unanimously, 4 -0.
-- Coordinator Report.
Review status of Contracts and Financial Report: Navas reported that the Town would be
looking at another round of budget cuts in June. The CSE has approximately $150,000 in funds
that have been allocated to the Holiday time frame, but have not been contracted to individual
CSE: Minu ±es 0 ,^009 Pa 1 c;`
1
event promoters to date. Bank asked that Matt Mire be consulted regarding whether or not
existing event contracts could be affected.
Navas informed the members that the give -away of the town's excess Christmas lights has
been scheduled for June 10. Donovan asked if there would be any follow -up to see if the lights
were actually used. Navas said that she would talk with Public Works about keeping a list of the
businesses that take advantage of the program so that could happen.
Navas also announced that there would be two major concerts in the Amphitheater on August
14 -15, sponsored by the Colorado Autism Foundation. Headliners include Jupiter Coyote, Hazel
Miller, Blues Traveler and Big Head Todd.
— Economic Indicators Spreadsheet.
Kelli McDonald distributed copies of the new Economic Indicators Spreadsheet that will be
updated semi - annually for the purpose of providing benchmark data that will help the town to
understand what the economic indicators are, which will help to determine what actions can be
implemented to have a positive impact moving forward. By way of example, both the summer
and winter lodging indicators have remained consistent over time, and illustrate the opportunity
to impact the year round economy by building the summer business. CSE members remarked
that this is an excellent tool.
-- Agenda for Meeting with the VLMDAC on Thursday, May 21 @ 8:30 a.m. `
Navas stated that this would be an excellent time for the VLMD to provide input on the CSE's
revised Strategic Plan.
CSE members questioned whether to include a discussion of whether funded events should be
required to utilize the Town of Vail logo, or vail.com- as is utilized by the VLMD. McDonald
stated that the Town Manager feels quite strongly that the Town's logo stays, but that the CSE
could encourage promoters to send people to vail.com for lodging information. Many of the
events have their own websites and lodging partners that may conflict with a mandate of this
nature. Direction was given to ask Meggen Kirkham, who raised the issue, to prepare a brief on
the issue and to schedule a discussion at an upcoming meeting.
McDonald recommended that the VLMD update the CSE on how the summer brand has
changed this year to provide consistency with the look and feel of the winter program.
Navas said that she would also provide a handout of the summer event list.
- -Event Recaps:
Vail Symposium: Carrie Marsh distributed a packet that provided a review of the 2009
Unlimited Adventure Speaker Series. She stated that this was the most successful year ever,
with 3 of the events attracting over 200 people. McKown remarked that most of the audience is
"older," and asked what steps might be taken to attract a younger audience as well. Kundolf and
Bank encouraged her to develop corporate sponsorships, to which Carrie replied that the
Town's support is important but that they do have support as well from local businesses,
particularly those that are tied to outdoor adventure such as Beaver Diver's and Bag and Pack
Shop. Marsh closed by describing a number of summer events that they have planned.
x
CSE Unutes 05-06- 2009 Page., 2 of 4
t
CarniVail: Jeff Brausch distributed an overview of the event, which he described as the most
successful ever, with an expanded schedule that provided more than a week of activities and
resulted in a 50 %+ increase in attendance over'08. He stated that the only low light was that
"they ran out of mud - bugs." McKown asked, "How do you calculate the numbers ?" Jeff replied
that it is easier for ticketed events, but lacking that, they use a number of methods including ties
to food and beverage sales and counts of attendees. He added that they try to be conservative
in the estimates. Kundolf remarked that this was the first year she "felt the energy of the parade
dribble out of the village core," and that she would like to see it expand into the community.
Brausch responded that it is still a challenge to get people to participate. Donovan suggested
that they work with some of the New Orleans ski clubs to help organize and sponsor the event -
as happened in the earlier days in Vail. Navas added that she intends to have a meeting in the
early summer to discuss how to spread out the venues so that all of the areas of the community
can benefit positively and not be negatively impacted by an overload of activities on their
business frontages.
American Ski Classic and Street Beat: Mike Imhof began by apologizing that the hard- copies
of the recaps had not been completed to his satisfaction, but that they would be forthcoming
within the next couple of hours. Stating the two events are polar opposites in the demographics
that they attract, both provide an important benefit to Vail. Beginning with the Ski Classic, he
described it as smaller in attendance, but massive in TV exposure- with delivery to 80M U.S.
households. The budget was reduced this year in light of the economic downturns by eliminating
the downhill- also in part on account of fewer European racers participating. Highlights of the
event included the development of "younger" legends and celebrity pool which included Chad
Fleischer, Darrin Rahlves and Chris Puckett, as well as the choice of Cindy Nelson, local,
Olympic bronze medalist and leader in the sport, as the honored legend of the year. Imhof
added that they expect to go back to a 4 -day event in 2010 and return the downhill to the
program.
Kundolf stated that she "loves this event," but offered the following "gentle criticisms:"
• It has become stagnated .
• Elitist: the community feels like it is looking through the "window" at this event
• Involve the community more.
• Future legends are "great," but the event needs more types of celebrities that are at the
height of their popularity.
Bank agreed, and then added that there were some difficulties with the concert set -up that
"need to be tweaked." Imhof also agreed, and reminded the CSE that the concert is actually part
of the Street Beat series- moved to the Golden Peak site to better bring locals into the event.
Donovan drew a comparison to the Taste of Vail, and remarked that the Lamb Cook Off has
been successful in making it possible for locals to participate.
Imhof then moved to a recap of Street Beat, stating that in its 10 year, it is an endemic part of
the community- the goals remain till today, and that in these economic times they are fortunate
to have partners in Bud Light, the Town of Vail and Volvo. He stated that attendance varies from
1500 to 5000, and that Arrabelle has proved to be an excellent alternate venue- except that it is
only available after April 1 st when the ice rink is closed. Bank suggested the addition of a
concert at Thanksgiving weekend. Kundolf remarked that, although quantity is good, the quality
of the artists is important. All agreed that it is important to be pro- active, by interacting and
communicating with the merchants. Donovan concluded by stating that both the Ski Classic and
Street Beat have created "brand" loyalty and become "destination events."
CAE. ?r1�nutE� 05- 3t;.[:.;`..i 1 3,
- -CSE Strategic Plan:
CSE members agreed that the "draft" was ready to be reviewed by the Town of Vail entities that
affect Special Events, and to gain their feedback and perspectives. The following plan was
approved:
• VLMDAC: at the joint meeting with the CSE on May 21
• VEAC: at the June 9 meeting
• ERC: Navas will schedule a time when the permit load is "light" sometime in May or June
• Town Council: Meeting on June 16
• Final Adoption by the CSE at the regular July meeting
- -New Business.
i
Town Clerk Lorelei Donaldson encouraged the members to attend a seminar on Colorado liquor
licensing regulations that is being hosted by the Town of Vail from 1 -4pm, June 10. All local
event producers and non - profit organizations are strongly encouraged to attend.
Jamie Gunion and Joel Rabinowitz, representing the Vail Recreation District, accompanied by
Sonny Kersten from the Marriot, informed the CSE that they had recently attended the National
Association of Sport Commissions event in Denver, along with Jessica Stevens and Chris
Romer of the Vail Valley Partnership. They stated that there is a "huge" potential market for
sport events, and that they had a dozen meetings and "one -offs" with various Olympic
committees and added that many organizations were excited about the prospect of Vail as a
"host" site for their tournaments. Gunion continued that they have learned that, as we are a
"small community," we could be quite successful in recruiting some of the "small events," and
grow from there. Dobson has been identified as having great potential to host events of 600 -700
people. McDonald added that the Group Sales component of the VLMDAC might provide a
funding source to cover some of the hard costs associated with bringing these events to Vail
Donovan encouraged event producers to "go green," by producing double -sided reports and
electronic presentations.
-- Adjournment @ 10:30 a.m.
Bank moved to adjourn with Kundolf seconding. The motion passed unanimously, 4 -0.
Minutes taken 9PA4ub i ed y bill N as.
May 6, 2009
Approved b Date
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TOWN OF
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
June 3, 2009 at 8:30 a.m.
Chairman Dave Chapin called the regular monthly meeting of the CSE to order at
approximately 8:30 a.m.
Members present: Dave Chapin, Chairman
Bobby Bank
Kerry Donovan
Meggen Kirkham (arrived @ 8:55 a.m.)
Rayla Kundolf
Heather Trub
Not present: Robert McKown
Staff Present: Sybill Navas, CSE Coordinator
Pam Brandmeyer, Assistant Town Manager
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Others Present: Dawn Ristow and Jeanmarie Angarolla: Skating Club of
Vail
Nigel Cooper and Jennifer Geisness: Ski and Snowboard
Club Vail
Diane Moudy, Maren Lantzy: Resort Events
Mickey Werner, Susan Fritz, and Amy Oberly: Taste of
Vail
Brian Nolan, Sarah Franke: Vail Chophouse, LH
Merchants, etc.
Jeanette Schulze: Arrabelle Resort
Jamie Gunion: Vail Recreation District
Jessica Stevens: Vail Valley Partnership
Richard tenBraak, Joyce Gedelman- Viers: VCBA
Katie Richardson, Adam Sutner: Vail Mountain Marketing
Laurie Asmussen: Eagle Valley Events
Administrative Items:
• Approval of the Minutes of the meeting of May 6, 2009, as presented.
M /S /P: Kundolf /Donovan /Unanimous. (Kirkham not present)
CSE Minutes: June 3, 2009 Page 1 of 5
t:.
t
for Report:
ort: p
Review status of Contracts and Financial Report: No issues were identified.
• • CSE Budget Request for 2010: Recommend same as 2009: $836,8'10 (includes $50,000
9
for IFSC)
cuts to the
Navas stated that, in light of the economic downturn and significant ndat o t n from the
Town of Vail budget, it is unlikely the CSE would receive a recomme.
Town Manager for a larger budget than was allocated for 2009. as received as year
agreed by consensus to request the same dollar amount as w
Proposed review schedule for the CSE Strategic Plan:
o Reviewed by the VLMDAC on May 21
o To be reviewed by: VEAC: June 9, ERC: June 20, Town Council: July 7
o Final adoption by the CSE: August 5.
Recap of National Association of Sports Commissions Event Symposium, held April
27 -30 in Denver.
Vail Valley Partnership (VVP) representative Jessica Stevens and Vail Recreation District
representative Jamie Gunion recapped the National Association of Sports Commissions
brief overview of the contacts that were made. They
Event Symposium and distributed a
reported meeting with eleven various sporting organizations, primarily representing national
governing bodies of participatory sports, many of which expressed a strong interest in
holding their events in Vail. They advised the CSE that they should expect to receive some
number of funding requests for these types of events in order to cover the "hard costs"
associated with hosting them in the Town of Vail. Gunion and Stevens closed by stating that
none of the recruitments are yet confirmed, but that many are "in progress," and they asked
to be kept apprised of the CSE's deadlines. Navas urged caution that at certain times of the
year there are so many events that the towns service infrastructure is strained to handle
them.
Summer Events /Activities at Mountain Plaza: (this item was m ahead in the agenda,
on account of the Taste of Vail representatives not having arrive )
Navas updated the CSE on the process that had been taking place to comply with the
directive made by the Town Council at their May 19 meeting, to provide alternative activities
in the Mountain Plaza area in light of the Vista Bahn being closed for the summer. She
added that the Vail Chamber and Business Association (VCBA) had organized several
discussions with the Vail Village merchants and that the input that was received was
presented to the Town Council on June 16. VCBA representative Richard tenBraak then
described the offer by Vail Resorts to operate a climbing wall and bungee /trampoline at the
site. Although the details have not yet been completely worked out, it is likely that will occur.
Page 2 of 5
CSE Minutes: June 3, 2009
Diane Moudy and Maren Lantzy of Resort Events then distributed information on the cost of
providing additional ambient street entertainment at the site this summer.
Resort Entertainment representative Diane Moody explained buskers /ambient street
entertainment needed to be diverse so as to appeal to audiences of all ages.
Navas stated that although some neighborhood concerns have been expressed about
temporary structures being placed in the Mountain Plaza area, the TEVA Games climbing
wall venue had been a hit with the community, and that research is continuing as to the
future viability of a semi - permanent structure which could host on -going activities such as
community theater, music ensembles or children's activities- perhaps next summer.
Kirkham asked what amount the LionsHead Merchant Association (LHMA) had contributed
to the funding allocations made by the CSE for last summer's events in that area. Sara
Franke clarified that the LHMA spent approximately $30,000 plus CSE dollars ($16,500 in
2008) and sponsorships to host events in the LionsHead neighborhood in 2008.
Final Event Recap: Taste of Vail (ToV):
ToV representatives Susan Fritz and Mickey Werner distributed an overview of the 2009
event. They stated that all 3 of the key events were sold out, and that about 10,000 tickets
were sold for the Lamb Cook Off. They acknowledged that the weather did have some
negative impact, but that the economic downturn had a greater impact- and likely impacted
the participation of many locals. Both emphasized that the event had committed to using
recyclable and compostable materials. Werner noted the food and beverage industry has
embraced the organic and green movement. Noting the increased use of the Internet this
year, they stated, "Total impressions were up by 300 %, resulting in more than 64 million
impressions." Adding that the economy did create a dip in attendance, both affirmed that
there was no impact on the event resulting from the Vail Film Festival being scheduled
during the same weekend. Both noted an increase in Colorado attendees. Fritz noted that
the ToV's 20 -year anniversary would take place in 2010. "We would like to make the event
a little more approachable to the community... We want to bring a lot more people to Vail
and have it not be so quite as expensive...the event is not about the wine, rather about
tasting the Vail lifestyle." The event is scheduled to take place April 7 -10 in 2010. Vail
Resorts representative Katie Richardson said Vail Mountain would be closing April 11, and
that there would be a conflict with Spring Back to Vail.
• Town Clerk Lorelei Donaldson encouraged those at the meeting to attend a seminar on
special event Colorado liquor licensing regulations hosted by the State of Colorado on
June 10.
2009 Holiday Events and Funding Allocations: Review RFP's submitted by the May 22
deadline and determine funding allocations.
Kirkham asked," How will Snow Daze be different this year ?"
CSE Minutes: June 3, 2009 Page 3 of 5
Vail Resorts representative Adam Sutner replied that the Spring Back to Vail changes this
year have provided a model for the event that worked by bringing the concerts and energy
into the community with the free concerts and BBQ and the Epic give - aways. He added that
the final day this year was the top closing date ever, and among the top 2 or 3 skier days
ever. Vail Snow Daze is intended to be the pinnacle of Vail Resort's pre - holiday theme. He
explained Snow Daze was intended to be a full -blown week of on -snow and off -snow
events to ring in the snow riding season and keep people in town. The event will feature free
headliner concerts... Demo Daze Expo Village... Epic Lounge in LionsHead ... bar
parties... Dummy Gelunde World Championships under the lights with free BBQ, and
Olympian Free Ski Day as well as a public photo and video competition... The 2008 event
was a major success." Finally, he added that they are seeking to identify conditions /activities
that will help the strategic alliance part ners to participate, and to leverage Snow Daze as the
anchor event to support Holidays in Vail.
Laurie Asmussen then explained her proposal for the overall "Holidays in Vail" concept, and
stated that she has not been hired by any organization and that the solicitation of
contributers, both financial and for events /activities is on- going. Navas asked where the
community investment was in these proposals? Brian Nolan commented that the process
had seemed disconnected and confusing, but that Vail Resorts has cornmitted to help with
the marketing to $100k's of value, that Front Range exposure is essential. Donovan added
a reminder of why these proposals were set aside in the fall, and Asmussen confirmed that
the community commitment to date has been disappointing, but that the VCBA took on
these additional event proposals to help engage the whole community.
While discussing a potential "Vail Dine -a- round" event Joyce Gedelman -Viers stressed that
advertising imperative. "This is a much needed promotion during this particular time."
Kirkham asked how the program would differ from the Vail All the Love program. Kundolf
emphasized the event was successful at one time.
Navas expressed concern that the cost per child for a potential "gingerbread house" was
very expensive. Gunion emphasized that the Santa's Workshop put on last year by the
VRD was very successful; almost 500 children participated in spite of almost no marketing
for the event.
Chapin thanked tenBraak and Asmussen for their diligence and patience.
Following the discussion, CSE members completed their scoring grids. Using the resulting
average suggested allocations as a guideline, the remaining $149,310 of the CSE's 2009
Event Funding Budget was allocated as listed below:
Street Entertainment at Mountain Plaza /Resort Events: $6825 Kirkham moved to
provide one busker or musician at the site, 2 days per week from July 3- August 30, and to
encourage the merchants to support expanding the program to additional days per week.
M /S /P: Kirkham/Trub /Unanimous.
Holidays in Vail /Eagle Valley Events: $65,785 Donovan expressed Fier opinion that
additional funding for this event would provide better coordination for all of the activities
during this timeframe.
CSE Minutes: June 3, 2009 Page 4 of 5
M /S /P: Donovan /Kirkham /Unanimous
Holiday Ice Show /Skating Club of Vail: $5200
M /S /P: Bank/Trub /Unanimous
Holiday Dine- a- round/Vail Chamber and Business Association: $5000, with the
stipulation that marketing efforts are made on the Front Range and encouraging the event
producer to charge a fee for restaurant participation.
M /S /P: Kirkham/Trub. With Donovan and Kundolf opposed, the motion passed 4 -2.
Lindsey Vonn's US Ski @ Snowboard Team Pep Rally, Autograph Session and
Pancake Breakfast/Ski & Snowboard Club Vail: $4500
M /S /P: Bank/Trub /Unanimous
Snow Daze /Highline Sports and Entertainment: $55,000
M /S /P: Bank/Donovan /Unanimous
Children's Gingerbread House Decorating/Vail Chamber and Business Association:
$0 M /S /P: Bank/Donovan /Unanimous
Free Gift Wrapping/Vail Chamber and Business Association: $1500
M /S /P: Donovan/Trub /Unanimous
Santa and Friends/ Vail Chamber and Business Association: $4250
M /S /P: Donovan/Trub /Unanimous
Gallery Art Walk/ Vail Chamber and Business Association: $1250
M /S /P: Donovan /Bank. Trub recused herself on account of her involvement through
her position at Vail Magazine and their sponsorship of the previously held gallery
walks. The vote was otherwise unanimous, and the motion passed 5 -0.
New Business: No new business was discussed.
Adjourn @ 12:15 p.m.
M /S /P: Kirkham /Donovan /Unanimous
Minutes taken and presented by Core Swisher, edited by Sybill Navas.
June 3, 2009
Approved b Date
Dave Chap , S Chai an
CSE Minutes: June 3, 2009 Page 5 of 5
i
i
I
I O TOWN
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
July 1, 2009 at 8:30 a.m.
The regular meeting of the CSE was called to order at approximately 8:30 a.m. by Chairman
Dave Chapin.
Members present: Dave Chapin, Chairman
Bobby Bank (arrived @ 9:15 a.m.)
Kerry Donovan
Rayla Kundolf
Meggen Kirkham
Robert McKown
Not present: Heather Trub
Staff Present: Sybill Navas, CSE Coordinator
Pam Brandmeyer, Assistant Town Manager
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Others Present: Katie Richardson, Vail Resorts
Missy Johnson and Jeff Brausch, Highline Sports & Ent.
Steve Rosenthal, Colorado Footwear
Ron Weinstein, Roxy
Kaye Ferry
Scott and Sean Cross, Vail Film Festival
Tony O'Rourke, Beaver Creek Resort
Rich tenBraak & Joyce Gedelman- Viers, VCBA
Jamie Gunion & Chad Young, VRD
Sean Glackin, Alpine Kayak
Laurie Asmussen, Eagle Valley Events
Administrative Items:
Approval of the Minutes of the meeting of June 3, 2009
McKown moved to approve the minutes as presented, with Kundolf seconding. The motion
passed unanimously, 5 -0.
Coordinator Report:
• Review status of Contracts and Financial Report. Sybill explained that she is still working
with the Colorado Grand to see if they might add a drive - through "start" to the tour. No
issues were raised.
E
�;f 5
v1u urns ,July 1 „�U9
• Reminder that the Council will be reviewing the CSE Draft Strategic Plan at their work
session on Tuesday, July 7. Sybill encouraged the CSE members to attend, but added
that it was not mandatory.
• Update on Mountain Plaza Activities: The Street Entertainment funded by the CSE has
begun, and runs from 1 -5pm on Saturdays and 11am -3pm on Sundays. Entertainment
will alternate between musical or kid - oriented buskers. The Bungee — Trampoline and
Climbing Wall are in place and will be operated by VRI, Thursdays- Mondays from
10am- 5pm.
Vail Economic Strategic Plan Presentation:
Kelli McDonald distributed copies of the Vail Economic Development Strategic Plan and
thanked the CSE for their input. She pointed out the areas where the CSE's contributions are
noted and added that the Town's major events are listed as strengths in the SWOT (Strengths,
Weaknesses, Opportunities, Threats Analysis).
Vail Film Festival: Final Event Recap and Discussion of Proposed Partnership w /Beaver
Creek.
Stating that the 6th annual Vail Film Festival was very successful and continues to be highly
recognized on the international circuit, directors Sean and Scott Cross distributed a recap of the
event budget and media impressions. Acknowledging the loss of Best Life Magazine as a title
sponsor, they stated that sponsorships were "very tough this year," and reported that they are
working to re- establish a major sponsor for the event. They explained that there were over 150
filmmakers in attendance and that they continue to work to bring major celebrities to Vail. The
Film Festival owes a large part of its success to many important people in the film industry who
attend and are available to mentor upcoming filmmakers. While emphasizing that the event
continues to draw strong attendance, they admitted that the 12,000 estimate for this year was
down slightly from last year- blaming both the economy and the major snowstorm that hit the
area on Friday, and acknowledging that they did feel some negative impact from the Taste of
Vail taking place over the same weekend.
CSE members reviewed a proposal submitted by the Vail Film Festival which would expand the
event into Beaver Creek. Sean and Scott Cross explained that they remain committed to Vail,
but that expansion would provide more and better venues, and an increased opportunity to
attract more significant sponsors- whose exposure would be doubled by the event taking place
in both high profile communities. CSE members questioned how splitting the event would
benefit Vail. There was consensus that they would not commit to allocating any 2010 event
funds outside of this fall's established RFP procedure, and that the Film Festival would have to
submit an application for review at that time. CSE members also agreed that they would not
consider supporting a joint proposal unless there would be an expansion in the number of films
shown, and that films would not be duplicated in each site. Kundolf questioned whether they
had exhausted all opportunities for sponsorships and venues in Vail. Bank asked "Would there
be a doubling in the number of films shown; and with 50% more funding, will we be having 50%
more films ?" Cross replied that they would have no trouble showing a larger number of films -
that the number has been limited by the availability of suitable venues, not by the number of
quality films submitted. McKown stated that an expansion would need to be more than a
"geographic expansion, but that it needs to be an 'artistic' expansion as well." Kirkham agreed,
and stated that the proposal needs to show how the event will be bigger and better and to show
how sponsorships have been developed. "
if 5
�E "'Anutc�3 JuI1
Encouraging the CSE to support the potential partnership with the Beaver Creek Resort
Company, Tony O'Rourke stated that "it is a successful festival, constrained by a lack of
venues, similar to the World Cup Ski Races and the World Alpine Ski Championships." He
added that this event provides a great opportunity to develop a branded event for both venues,
and that they (Beaver Creek) want to add to the event, however, "We won't participate unless
Vail is in it ... This would be novel for us to be in a partnership with someone else... We can grow
this thing into a Sundance (Film Festival)." Scott Cross explained the resort company was able
to offer free venues. O'Rourke encouraged working collectively.
Kaye Ferry stated that the Vail community has not supported the Film Festival over the last few
years and remarked that last year the whole event was at the Cascade Resort and they got
only 1 free room and were charged for parking!"
CSE members directed Sybill to work with Town of Vail staff to explore how Vail might help to
mitigate some of the difficulties of last year's event and to collaborate with Beaver Creek
representatives to draft a new proposal that would incorporate the CSE's concerns.
Steve Rosenthal encouraged the CSE to "look at the big picture." He stated that his business
benefits more from 1 (film festival attendee) customer than all 4 days of TEVA and that "the
demographic of the film festival attendee is an excellent fit,..... looking down the road, we have
to partner to make it grow to be an international event."
Final Event Recaps:
Spring Back to Vail: Jeff Brausch, Highline Sports and Entertainment
Describing this year's event as "the biggest and best yet," Highline Sports and Entertainment
representative, Jeff Brausch, explained that they have succeeded in their goal of being the
"largest, most talked about spring party in the USA." Vail Resorts recorded over 16,000 skiers -
the largest closing day in history, many local merchants reported their "best day ever" and
several local lodges were at 100% occupancy on the last day of the season. Brausch explained
that, not the "A's," but rather good acts (bands) with a strong following are the key to success
here... Everything about the event venue (Meadow Drive) was better." He said that "giving back"
to the community with free shows was "over the top successful."
The event budget showed $618K in revenue to $610K in expenses. Given the $70K allocation
from the CSE, estimates indicate a ROI to the Town of Vail of 9 -1 in sales tax revenues based
on incremental spending and a 10 -1 return on the value of media impressions. Brausch stated
that he would send out a complete summary in electronic format.
Whitewater Kayak Demonstrations: Sean Glackin, Alpine Kayak
Alpine Kayak representative, Sean Glackin, distributed an overview of the first -year event and
reported, "We got a lot of locals into the village... Weather did hold us back a little bit." He
explained that the purpose of the event was to create some energy around the Whitewater Park,
and to introduce people into how to use it. He thanked Greg Barrie for granting them access to
the bladder system, and making it available to others who were there, and added that Alpine
Kayak had made kayaks available to take advantage of other stretches of Gore Creek. Although
the event was listed on the summer calendars and the "FREE" activities lists, Glackin
acknowledged that the activity could have benefited from more marketing. He also added that a
CSE Minutes July 1'2009 Page 3 of 5
6" week was added on account of the energy created by the TEVA Games and the on -going
high- water, both of which caused more interest in the event. The CSE complimented the event
as it was successful in its first year, even in the face of continuous inclement weather. McKown
suggested that the use of a PA system might help. Kirkham suggested developing a cooperative
effort with restaurants in Vail Village, and incorporating a kids' element. Bank commented, "it
seemed like the event drew in a lot of out -of -town visitors- with the bad weather, people were
searching for something to do."
Vail Chamber & Business Association (VCBA): Holiday event funding issues:
VCBA Executive Director, Richard tenBraak, stated that the $10,000 allocated by the CSE in
June for 4 events (Gallery Walk $1250, Santa and Friends $4250, Free Gift Wrapping $1500,
and the Holiday Dine A -round $5000) would not be adequate to produce the activities as
presented.* He suggested that three of the activities could take place, but that the Gallery Walk
should be shelved for later consideration. Expressing concerns regarding the CSE's mandate to
include Front Range marketing for the Dine - Around, in addition to and separate from the overall
"Holidays in Vail" umbrella marketing program, plus the costs related to the Santa program
which were originally estimated at about $15,000, tenBraak presented a letter to the CSE which
proposed pooling the $10,000 allocation for Santa and Friends, Free Gift Wrapping and the
Holiday Dine - Around. Jamie Gunion and Chad Young of the VRD confirmed that Santa and
Friends could be subcontracted to the VRD, who has produced, a similar activity for the last
several years and who already own a Santa suit and have access to a less expensive Santa.
Kirkham and Donovan both stated that the Dine - Around does not fit so well under the umbrella
marketing, and that it would require some promotion independent from the larger event. Katie
Richardson stated that it could be marketed in conjunction with the lodging packages that VRI
promotes. Bank stated that restaurant contributions should be included in the budget. Navas
agreed, saying that it seems unreasonable for the restaurants not to have to contribute to
participate. TenBraak replied that he was not in the marketing business. The CSE requested the
VCBA return with a proposal clearly defining the specifics of what they can do with the funding
that was allocated.
*Note: tenBraak was operating under the misunderstanding that $10,000 had been allocated by
the CSE -not the actual $12,000.)
RFP for 2010 and Schedule: Review Draft of RFP and approve the 2010 funding allocation
schedule.
Kirkham suggested the inclusion of a question for events that bring in "heads -in beds," which
would address what booking mechanism is being used to guide the out of town guests, or how
is the event driving their bookings.
After some discussion, CSE members approved the draft with Kirkham's suggested addition
and agreed to the following schedule for the fall RFP process:
• Monday, September 14: Event Funding Proposals are due by 5pm.
• Wednesday, October 7 (Regular CSE Meeting): Proposals will be reviewed by the CSE at
an all day meeting.
Wednesday, October 28 (Special Meeting): Determine 2010 funding allocations, subject to
Town of Vail Budget approval by the Town Council.
CSE Mimltes July 1 2009 Page 4 of 5
• Wednesday, November 4 (Regular CSE Meeting): Joint meeting between CSE, Event
Producers and the ERC.
CSE members also agreed by consensus that changes to the contract language, including the
payment schedule for allocated funds, would be left up to Sybill.
New Business:
Eagle Valley Events representative Laurie Asmussen handed out Vail America Days information
cards.
Adjournment
Kundolf moved to adjourn @ 11:30a.m. with Kirkham seconding. The motion passed
unanimously, 6 -0.
Minutes taken and submitted by Corey Swisher, Executive Assistant to the Town Manager,
edited by Sybill Navas, CSE Coor inator
July 1, 2009
3 , o
Approved by:
944' Chapin, S C I a hm Date
2009 Page 5 of 5
MWN OF
Town of Vail: Commission on Special Events (CSE)
Special Meeting
Vail Town Council Chambers
July 10, 2009 at 8:30 a.m.
The regular meeting of the CSE was called to order at approximately 9:00 a.m. by Chairman
Dave Chapin.
Members present: Dave Chapin, Chairman
Bobby Bank
Kerry Donovan
Megan Kirkham
Rayla Kundolf
Robert McKown
Heather Trub
Staff Present: Sybill Navas, CSE Coordinator
Pam Brandmeyer, Assistant Town Manager
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Others Present: Mark Gordon, Vail Town Councilman
Richard tenBraak & Joyce Gedelman- Viers, VCBA
Jamie Gunion, VRD
Kaye Ferry, Vail Film Festival
Jessica Stevens, VVP
Pete Hayda, VLMDAC
Melanie Wong & Beth Potter, Press
AGENDA: Develop a policy recommendation on the subject of funding allocations to
special events that are proposed to be held in partnership with other communities.
The Vail Town Council requested that the CSE propose guidance on this matter in the form of
questions relative to criteria for collaboration with other communities on special events, i.e.:
"Under what circumstances is expansion /collaboration in the best interest of the community ?"
Navas explained that certain participatory events must be held outside of the community,
primarily because they have exhausted the available venues (usually athletic fields) within the
Town of Vail. McKown said he had no problem with events growing and expanding as long as
the community continues to profit from the event. CSE emphasized the importance of
maintaining the Vail brand. Kirkham cited the "Vail International Dance Festival," which uses
venues in Beaver Creek, but retains the "Vail" name. She added that, "Our (the CSE's) mission
is Vail, we need to evaluate what it (the event) will do for Vail. Vail Town Councilman Mark
Gordon commented, "There must be significant presence in Vail." Referring to the language in
the RFP that states, "Events must take place predominately in the Town of Vail," Navas stated
that events that take place on Vail Mountain are not technically located in the Town of Vail, but
CSE Minutes Page 1 of 3
i
that the community considers those to be events in Vail. Examples include Spring Back to Vail,
Taste of Vail, Snow Daze, etc.
There was consensus among the CSE that:
➢ "Our mission is Vail"; we need to evaluate any proposal from the perspective of what it
will do for Vail. Any decision made should first consider benefits to Vail.
➢ A partnership with communities outside of Vail will be considered as long as the benefits
to Vail resulting from the expansion outweigh the alternatives.
➢ Existing Events:
o Losing name recognition or becoming a 50/50 partner would not be acceptable,
particularly when the event has received public funding from the Town of Vail
over a number of years. That investment must be recognized and protected.
o Vail maintains "headquarter" status during the event with the majority of
"activities /happenings, lodging nights, and overall spending taking place within
Vail.
➢ The Town of Vail has a history of providing funding to events that occur in other
communities as well. A partial list includes the BRAVO! Vail Valley Music Festival, TEVA
Mountain Games, Vail International Dance Festival, World Alpine Ski Championships,
Vail Challenge Cup Soccer Tournament and the Vail Lacrosse Shootout.
Public input was received from members of the Vail Recreation District (VRD), the Vail Valley
Partnership (WP) and the Vail Local Marketing District Advisory Council (VLMDAC) regarding
the benefits that might be gained county wide from recruiting participatory sports events. These
entities have recognized a great potential demand for Eagle County as a host site for events
including major Lacrosse events, national cheerleading competitions and Olympic judo
tournaments, to name a few. Although Vail would be the "headquarters," and stands to gain
significant benefit from a "heads in beds" perspective, many of these events will require larger
venues than are available within the Town of Vail. Vail Valley Partnership (WP) representative
Jessica Stevens emphasized that, although some of the events,they are talking to might take
place throughout the county, "Vail" is what they are selling. Additionally, a 100 -mile "non -
compete" clause would impact many opportunities for organizations that already are hosting
tournaments in Steamboat, Denver, Aspen, etc. They encouraged the CSE not to impose
restrictions that would tie their hands in the recruitment process.
Gordon expressed his rationale for suggesting the non - compete clause, "If we give you money
you have to agree to not shop an event ... It was my intent to protect our investment." Trub
clarified local government multi -year contracts were illegal as per Colorado state law. Other
issues that were raised regarding contract provisions included how the allocated funds are
distributed and how events direct their participants to lodging properties.
CSE members felt that including a non - complete clause was something that should be
considered on a case -by -case basis, but did not come to consensus on this topic and asked that
it be put on the August meeting agenda as part of a more complete discussion on revisions to
the event funding contracts.
Following discussion, the CSE determined to make the following policy recommendation:
Under what circumstances is expansion✓collaboradon with other communities in the best g
interest of Vail?
1. Vail will receive increased benefit from incremental heads in beds, resulting in
increased lodging tax revenues, food and beverage sales and sales tax generated.
CSE Minutes Page 2 of 3
2. Expanded activities and events will provide additional benefit to Vail.
3. There is a greater opportunity for the event to become an event of national or
international stature.
4. The event could not occur within the confines of a single community because of
infrastructure and venue limitations.
5. There is increased potential to attract sponsorships and media exposure, thereby
increasing the impact of public funding.
6. If the event is an existing event, the "Vail' brand and identity will be preserved.
Representing the Vail Film Festival, Kaye Ferry stated, "This meeting is clearly about us," and
continued by saying that since they had outgrown the space available in Vail, sharing the event
with Beaver Creek would be beneficial. "This has never been about what the Town of Vail has
or has not done." Kaye Ferry stated "The Sundance Film Festival is the paradigm, and it takes
place in all of the surrounding communities," and encouraged the board to not be parochial.
Kirkham moved to adjourn with Kundolf seconding at approximately, 10:15 a.m. The motion
passed unanimously, 7 -0.
Minutes taken and submitted by Corey Swisher, Executive Assistant to the Town Manager,
edited by Sybill Navas, CSE Coordinator
July 10, 2009
Approved by:
hapin,bSt Chairman Date
CSE Minutes Page 3 Df 3
TO WW OF OVAO'
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
August 5, 2009 at 8:30 a.m.
The regular meeting of the CSE was called to order at approximately 8:30 a.m. by Chairman
Dave Chapin.
Members present: Dave Chapin, Chairman
Kerry Donovan
Megan Kirkham
Rayla Kundolf (left at 10:00 a.m.)
Robert McKown
Heather Trub
Members not present: Bobby Bank
Staff Present: Sybill Navas, CSE Coordinator
Pam Brandmeyer, Assistant Town Manager
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Others Present: Ceil Folz, Mike Imhof, Scott Bluhm, Vail Valley. Foundation (VVF)
(W Alan Sanburg, The Parents Handbook
Katie Richardson, Vail Mountain
Missy Johnson, Highline Sports and Entertainment
Leon Fell, King of the Mountain Volleyball
Richard tenBraak, Joyce Gedelman- Viers, Vail Chamber and
Business Association (VCBA)
Mike Ortiz, Joel Rabinowitz, Jamie Gunion, Jared Biniecki, Vail
Recreation District (VRD)
Jessica Stevens, Vail Valley Partnership
Beth Potter, Vail Mountaineer
Chairman Dave Chapin called the meeting to order at 8:30 a.m.
Administrative Items:
Approval of the Minutes of the meeting of July 1, 2009 and of the July 10, 2009 Special Meeting.
McKown moved to approve the minutes, as presented, with Donovan seconding. The motion
passed unanimously, 5 -0.
Coordinator Report:
• Review status of Contracts and Financial Report. No issues were raised.
• Review RFP for 2010 Events and revised meeting schedule, which was accepted as
presented.
CSE Minutes: 08/05/2009 Page 1 of 6
• Navas reported that she and Bob McKown presented the "Policy for Funding Events in
Collaboration w /other Communities ", which the CSE developed at a special meeting on July
10, to the Town Council at their meeting on July 21 and that their feedback was entirely
positive. She added that the Town Council was very appreciative for the CSE's input on the
matter.
• Recap: De -brief events in Ford Park July 31- Aug 2: 3v3 Soccer /Copper
Triangle/Tennis /Bravo!
Navas explained that the large numbers of people attending the events in Ford Park over this
weekend always creates a potential for conflicts between the various user groups. Issues that
arise every year include:
• Parking- cannot meet the demand at Ford Park. Particularly difficult is the transition
from the athletic events to the Bravo! concerts.
• Betty Ford Alpine Gardens: Participants in the soccer tournament shortcutting
through the gardens, and /or chasing balls, resulting in damage to the plantings.
• Copper Triangle Cyclists passing through as people are loading, unloading and /or
parking creates significant safety issues.
A discussion as how to mitigate some of the problems is planned for the next Event Review
Committee meeting. "We are looking for suggestions as to how we can manage parking
better ... When you (the CSE) review the event RFP's we need to examine the possible impacts
of conflicting events."
• Bud Light Street Beat Concert: proposed for December 2009
Vail Valley Foundation (VVF) representative Mike Imhof informed the CSE that they are
exploring the option of adding a December Street Beat concert, and that they are seeking
support from the town and other potential financial partners. He reported that Volvo will continue
to sponsor Street Beat, even though they will no longer be affiliated with Vail Resorts. McKown
asked if sponsorship of the series was "adequate," and Imhof replied that Budweiser has a long-
standing (22 years) relationship with the Vail Valley Foundation and that they have signed on for
3 more years and not cut their involvement. Kelli McDonald stated that adding a December
Street Beat concert in the month of December fits the CSE charge to add vitality to the village at
the Holiday time - frame. She added that she has proposed that the Vail Local Marketing District
direct $3000 to facilitate the additional concert. The CSE agreed that it would be a good addition
to the holiday calendar of events and suggested that the December 16 date would be
preferable, as the December 23 alternative is too close to Christmas.
Final Event Recaps:
• TEVA Mountain Games: Mike Imhof and Scott Bluhm, VVF
VVF representative Mike Imhof distributed a CD and printed overview of the event and
explained that, although the VVF had taken ownership of the event this year there had been a
'positive transition to the VVF" which had maintained the spirit and the positive emphasis on the
mountain lifestyle and which allowed the event to build and grow. "We didn't want to come in
and change it too much...The former owner had made recommendations for
improvements ... We were successful with moving events around although did have a few
problems with liquor permitting... The new half marathon had over 100 participants." It was
estimated that 40,000 spectators attended the event of which 90% said they would return.
Scott Bluhm stated that the VVF's goal was to take the event to the next step and cited the
following successes:
CSE Minutes: 08/05/2009 Page 2 of 6
• Thanks to Vail Resorts who opened Mountain Plaza to the event, which resulted in
provide for streamlined hospitality and registration, and a media headquarters.
o Climbing Wall in Mountain Plaza
• Added Y2 Marathon
• Enhanced Music- perhaps too many concerts? Chapin commented that 3 may have
diluted the energy- better to go back to 2
• Added Telluride Film Festival- expanded on "Outdoor Reels" concept
• 40% increase in athlete participation from 2008 to 2009
• Massive media exposure: Syndicated television, FOX Sports, Resort Networks
around the country, Social media (You tube, twitter, etc.), email blasts
• All sponsors renewing except Rossignol — who is going back to winter -only marketing
CSE members commended the VVF on the smooth transition. Kirkham asked what the booking
mechanism is. Imhof responded that Travelocity is a lodging partner, but most reservations
come through the TEVA website. Imhof also responded that the very conservative economic
benefit to the Town of Vail could be estimated at $8M- $10M. In response to a question as to
whether there were any venue inadequacies, Bluhm said, "More whitewater," and added that
they are exploring "SUP" or stand -up paddling experiences. Also, the need to use multiple
timing companies- that the single one they had on site this year was overwhelmed, which
caused some delays in the awards, etc. Donovan commented that the mud -run seemed a bit
"aggressive" this year. Bluhm and Imhof agreed- and admitted that in the jump from 190 to 400
participants, they are looking at segmenting the participants into categories. Imhof closed by
stating that the budget and survey results would be forthcoming in the next few days.
• King of the Mountain: Leon Fell, King of the Mountain
Fell distributed a wrap -up report and said he was very excited to have had 385 teams in 2009, a
20% increase over 2008 in spite of the economic downturns. He added that although the 2009
event was plagued by continuous rain, "this event has become a very strong family affair for
many of the players and their friends and families... Participants arrive from the entire Rocky
Mountain region." He stated that hotel room bookings had doubled from 2008. "The event
received a lot of secondary publicity through user generated content on social networking sites."
Fell said the most limiting factor for the growth of the tournament was the availability of sand
courts. Explaining that 87 teams had wanted to play in the `open" division of the event, Leon
stated that they only accommodate 40 on the current courts. "I have steadfastly refused to
move the Edwards ... the strength of the tournament lies in its location.... and maintaining the feel
of community," Fell commented. CSE members asked why no budget was included. Fell stated
that the P & L would be available in September, as the financial reports are combined with
"other events."
• South of the Border Fiesta: Richard tenBraak, VCBA
tenBraak passed out an overview and final event budget, stating that, in spite of the inclement
weather which significantly impacted the event, it is a good event Highlights included the
entertainment, good sponsorships for a 1$' year event and the venue, which was embraced by
the LionsHead merchants. "We would like to do it again ... We would consider it a success ... It is
our volunteers that make our events... probably twenty people come in and really helped out
with our event." In addition to the rain, difficulties included the availability of electric power and
the frustration that, although they tried to be as green as possible, the compostables became
mixed with the recyclables. There was discussion on the importance of how to educate the
public as events transition into more "green" practices. Trub clarified VCBA members did not
have to pay to participate. Down valley participants paid a very minimal fee. tenBraak
CSE Minutes: 08/05/2009 Page 3 of 6
recognized Vail Resorts for providing gondola rides free of charge. Chili cook -off winners were
announced to be: 1. Blu's, 2, Wildflower, and 3. The Tap Room.
Rayla Kundolf leaves the meeting at 10:00 a.m.
• BBQ Bonanza: Richard tenBraak, VCBA
tenBraak provided a written overview of the event and final budget and explained that favorable
weather helped bring out good sized crowds. The event took place simultaneously with the Vail
Arts Festival and both event producers believed the events were complimentary. He said event
layout was difficult in the Seibert Circle area, as the fountain is large, leaving little room for tents.
He added that security issues are more problematic in Vail Village than in LionsHead, with its
more contained venue. He again cited the difficulty with the recyling /composting issues as a
problem area, and again recognized the valuable contributions of their volunteers. Winners in 4
categories included: Open: Moe's Original BBQ, Chicken: Pepi's, Pork: The Marketplace and
Beef: The Marketplace. Looking forward he stated that, "We are working to turn this into a
multi -day event," and added that they are looking at running banners into tote bags, working
with the Town of Vail to make the use of compostables viable, and to promote the event more
regionally, in the Front Range, Summit County and Leadville.
Revised proposal and business plan for holiday events: Richard tenBraak, VCBA
tenBraak distributed a revised proposal, describing the following activities:
o Work with the Vail Recreation District to provide 4 Santa and Friends Workshops for
a total budget of $5,000
0 4 Holiday free gift wrapping Centers for $2,450
o Organizing a Holidays in Vail Dine - Around with a budget of $1,150- not to include
marketing, but relying on the overall Holidays in Vail umbrella program and VRI
website promotions.
He explained, "We are working on four separate Santa and friends workshops in cooperation
with the VRD's historically successful program ...Holiday gift- wrapping will coincide with these
events ... I think they will complement each other ... The intent is that it will be free of
charge ... The primary expense will be for gift wrapping supplies." McKown moved to approve
the proposal as presented, with Kirkham seconding. The motion passed unanimously, 5 -0.
tenBraak then suggested holding a Street Beat concert closer to the Christmas holiday.
Kirkham subsequently moved to reallocate the remaining $3400 in CSE funds to VVF Street
Beat event to facilitate the concert with McKown seconding. Economic development dollars
along with CSE dollars somewhere in the $7,000 range would be used to seed the event.
Donovan expressed concern she did not have enough information to make an educated vote.
The motion failed 3 -2, with Trub and Donovan opposed. The motion failed as CSE decisions
must be passed by a vote of at least four members in favor.
Development of a policy for the consideration of funding for participatory events
recruited by the Vail Valley Partnership at the direction of the Vail Local Marketing
District Advisory Council.
Vail Valley Partnership (WP) representative Jessica Stevens and Vail Recreation District
representative Jamie Gunion reported on the progress of recruiting participatory events to Vail
and the Vail Valley. In regard to the CSE potentially funding an expanded event calendar,
Stevens explained, "We may have some difficulties, as knowledge of the events may not be
known prior to the CSE funding cycle."
CSE Minutes: 08/05/2009 Page 4 of 6
Both agreed that progress on event recruiting offers a lot of opportunity, but that many of these
groups will require the mitigation of hard costs associated with local venues as a condition of
holding their events in Vail. The proposal, supported by Town of Vail Staff, the Town Manager
and the Assistant Town Manager as a means of creating a pool to support fees, permits, etc.,
describes the formation of a funding partnership between the CSE contributing $20,000, the
VLMD contributing $30,000 and the Vail lodging community which would build a level of funding
into their room rate structure. Mike Ortiz explained that most communities do not have separate
entities managing their venues as we do here and therefore are more easily able to make these
types of deals. The new funds would be allocated by a separate group that would include
representation from the Town of Vail, the Vail Valley Partnership and the Vail Recreation
District, and would be available for first year events only. In the second year, events would need
to apply to the CSE for funding through the existing allocation procedure. McDonald added that
most of these groups come with a "stay to play" clause- which would require that anyone who
registers for the event would have to stay in Vail.
Although the CSE agreed that the potential these types of events provide is strong, they did not
commit to the requested budget allocation, but asked that the coalition come back to the
September meeting with a more developed policy proposal that would address potential
conflicts for events that are currently funded by the CSE, such as the Kick -It Soccer Tournament
and the Vail Lacrosse Shootout.
Review of Contract Stipulations
CSE members reviewed a sample letter of agreement for the release of CSE Funds, and
agreed by consensus to the following changes/additions:
• All required items must be included at the time of presentation. Enforce the
requirement that an actual event budget be provided as part of the recap.
• An electronic copy of the presentation shall be submitted at least 5 days prior to the
presentation date.
o What is the estimated return on investment to the Town of Vail?
• Request information on what mechanisms were implemented to direct participants or
attendees to lodging opportunities.
• Add language requiring the use of the Town of Vail logo as appropriate to the level of
sponsorship.
• Reduce from 90 days to 60 days following the end of the event the time allowed for
the producer to provide a written, post event follow -up document.
The CSE also agreed not to include a non - compete clause.
CSE Strategic Plan: Final Approval
Navas explained there had been no significant changes since the last time the CSE reviewed
the document, and that the Town Council's comments had been quite favorable. Navas added
that she believes the document to be more concise than before, with less repetition. McKown
moved to approve the strategic plan with Trub seconding. The motion passed unanimously, 5-
0.
New Business:
Referring to an email from Vail Police Chief, Dwight Henninger, McDonald asked whether the
First Night concept was still being considered as part of the holiday celebrations. CSE members
requested that the subject be brought back in conjunction with a complete overview of the plan
for Holidays in Vail
CSE Minutes: 08/05/2009 Page 5 of 6
VCBA representative Joyce Gedelman -Viers extended an invitation to any of the CSE members
who might like to be a judge for the upcoming Sweet on Vail special event.
McKown moved to adjourn at approximately 11:45 a.m., with Kirkham seconding. The motion
passed unanimously, 5 -0.
Minutes taken and submitted by Corey Swisher, Executive Assistant to the Town Manager.
Edited by Sybill Navas, CSE Coordinator.
August 5, 2009
Approved by •- � � � ` � �
CSE Chairman Date
c_" C o vao tL
CSE Minutes: 08/05/2009 Page 6 of 6
( Aw TOWN t
OFVAKU '
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
September 2, 2009 at 8:30 a.m.
Members present: Bobby Bank
Kerry Donovan
Megan Kirkham
Rayla Kundolf (left at 10:00 a.m.)
Robert McCown
Heather Trub
Members not present: Dave Chapin
Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Corey Swisher, Exec. Asst. to the Town Manager
Others Present: Mike Imhof, Vail Valley Foundation (WF)
Joyce Gedelman - Viers, Vail Chamber and Business Association
(AW (VCBA)
Jamie Gunion, Vail Recreation District (VRD)
Brian Hall, Blue Creek Productions
Laurie Asmussen, Eagle Valley Everts
Chris Romer S Jessica Stevens, Vail Valley Partnership (VVP)
Vice Chairman Robert McKown called the meeting to order at 8:35 a.m.
Administrative Items:
Approval of the Minutes of the meeting of August 5 2009. Trub moved to approve the minutes,
as presented, with Kirkham seconding. The motion passed unanimously, 6 -0.
Coordinator Report:
The board reviewed the status of current contracts and received a financial update from Navas.
No issues were raised.
Navas explawsed that, considering the recent LsKlsay Vbm osiet4rek — held it August, she had
spoken with Nigel Cooper from the Ski and Snowboerd Club Val about the stow of
proposed Lindsay Van Pap Rally, which is scheduled for November 22. The CSE members
agreed that Nigel should cane to the October 7 meeting with a brief update.
CSE Minutes: 09/02/2009 Page 1 of 6
Navas then introduced an e-mail from Joel Heath proposing that the Town of Vail consider
purchasing the original mushroom - shaped climbing wall from the Teva Mountain Ga me3sand
the new wall used in the IFSC competitions in Vail the last two years. It was explained that
moving the walls would be an arduous task. Mike Imhof added that the cost for pads and holds Ij
is not insignificant, and that the Vail Valley Foundation has a rental contract through the 2009
Mountain Games, but that they might be in a position to consider purchasing the newer wall in
2010. The CSE agreed the Vail Recreation District should investigate the offer.
December Street Beat Funding:
Vail Valley Foundation representative Mike Imhof asked the CSE to reconsider a $3400 funding
allocation to sponsor an additional Street Beat concert in December of 2009, in light of the offer
to provide "matching funds" in the amount of $3000 from the Town Manager's office. CSE
members agreed to table a decision until after the First Night discussion.
Final Event Recaps:
Vail Intl Dance Festival: Mike Imhof, VVF
Imhof distributed an overview and budget neap of the event and stated, "We received
exceptional coverage in the New York Times... We were quite fortunate for the great exposure
we received beyond our ads... The media exposure from the NY Times alone is estimated to be
valued at about $500,000 ... 'Departures' magazine rated the festival as a #1 destination.' We
will be working on expanding our media coverage into alternative mediums.' He added that
Artistic Director, Damian Woetrel, is a large reason for our growth and continued success... for
the fan of the arts he has positioned this festival as comparable to any. He then reported tickets
were purchased from indrwduais in 48 states, and explained that the 17,500 attendees did not
include the War Center numbers. Imhof added that then would He to continue to grow the free
community components of the event, which were very successful. "Parking and transportation is
a continuing issue.'
CSE members discussed the effect of replacing the Hot Surr>rr>er Nights concert with a ticketed
dance event. Bank commented that people show up and are surprised. Others felt that it is good
to expose a different crowd to a pert experience. Imhof stated that surveys have showed
that mixing dance with a concert might be a we*4eceived alternative. Kundolf had several
comments, including:
• Reserved parking for patrons creates a problem.
• Bus service could be improved.
• Timing of the performances does not encourage dining out.
• Street events were great- master classes should be "shown off' more.
Hot Summer Nights: Mike Imhof, VVF
Referring to the overview provided, Imhof explained that the demographic for this event skews
very differently from the Dance Fesbvai, and that the concerts hate became ioonuic iu the way
they affect how people choose to pion their summer. He stalled that 20P - - dame was dkuile
consistent at about 4000 for the nine slows, and that the concerts are not so much about the
music as the social environment, having become a social opportunity for people to remain
connected. He added that this year they had' ple - P he d an on-kw sunray which aYouad the
public to "pick the talent' for one concert this yew and that it had been highly saccessIA They
expect to repeat the opportunity next year for two shows, and if financially feasible, to expand
the season to 11 shows.
CSE Minutes: 09/02/2009 Page 2 of 6
Sweet on Vail: Joyce Gedelman- Viers, VCBA
Gedelman -Viers distributed a final event overview and reported that for a first year event the
Sweet on Vail affair was very successful, and has a lot of potential to grow. "Many people were
dancing in the street... With the 1950s theme we feel that we drew locals and hotel guests into
(4w Vail Village... It was a wonderful compliment to the sidewalk sale... We had great sponsors and
participants .... Our media coverage continues to improve each year.' She added that the VCBA
is continuing to work on recycling efforts, working with Bill Carlson and Kristen Bertuglia to put
together a program to educate the public on how to dispose of whattwhere.
Gedelman -Viers stated that the VCBA would look to the CSE for advice as to which of their
events might expand to two days. She stated that the cool weather had somewhat impacted
their drink sales, and therefore their revenue expectations. In response to questions from the
CSE, she explained that there were about 30 vendors, including 17 restaurants and that no
vendor fees where charged to Town of Vail businesses. CSE members suggested that vendor
fees would be one way to recoup some of the expenses of producing the event. Gedeknan-
Viers added that the interface between S on V and the Street Sale was a positive experience for
our guests, but confusing to set -up. Trub suggested that advertising should inform people that
non - sweets were available and asked whether Bridge St wouldn't be a preferred venue.
Gedelman -Viers responded that the VCBA had committed to their membership to locate one
event in each area: BBQ on Bridge and Gore, South of the Border in LionsHead and this one on
Meadow Drive. She added that the Meadow Drive venue provided the greatest challenge with
respect to managing the alcohol perimeter.
LionsHead Family Friday Afternoon Club: Brian Hall, Blue Creek Productions
Describing the event as a means to attract families and kids to come to LionsHead and
participate in free, fun stuff, Hall stated, We really tried to create critical mass and develop a
feeling that you arrived at something... Working with the Vail Recreation District and the Vail
Nature Center to bring in the Raptor program was immensely successful... Merchants are
working on ways to create synergy among their members." He added that the LionsHead
Merchants Association utilizes their event marketing to cross- promote all the LionsHead
activities. Kirkham encouraged expanding the event, saying "Whatever you can do to bring in
an animal and appeal to a younger audience would be great." McKown said the raptor group
was very impressive. CSE members encouraged Hall to partner with local non - profits that have
outreach programs, such as the Gore Range Natural Science School, the Fire Department, and
Ambulance District
America Days: Laurie Asmussen, Eagle Valley Events
Asmussen reported that attendance numbers were up, estimated at over 40,000 visitors. She
stated that the "Cowboy Style' parade had 63 parade entries- most were non -profit groups who
partnered with businesses... We sold $780 worth of merchandise... Cross promoting Vail
America Days and the Art Festival was very successful.' She closed by as¢ing again the
difficulty this year in securing outside sponsorships. CSE members praised the Wail America
Days' information pamphlet- which Laurie explained was produced by the Town of Vail's
information office.
Vail Arts Festival: Laurie Asmussen, Eagle VaNey Events
Asmussen explained the event experienced a three fold increase in spectators, and cited the
change of date and returning the festival to the mail as drivers. 67 artists participated in the
event, down from 90-100 in previous years. Laurie explained that the space constraints
resulting from moving the event back into the maa has limited the number of vendors that can
participate- which also impacts the budget due to loss of vendor Tees. Kundolf complimented
the high- quality of art represented, stating that "more is not necessarily better" and that the
commemorative poster was excellent. Kirkham also complimented the "creative."
CSE Minutes: 09/02/2009 Page 3 of 6
Overview of Holidays in Vail Event Plan:
Laurie Asmussen, Eagle Valley Events, described an overview of the proposed schedule for
Holidays in Vail, as it is presently planned.
First Night:
The CSE was asked to evaluate the interest in continuing to explore opportunities to create a
First Night (family friendly, alcohol -free activity) on New Year's Eve.
Navas explained the Vail Police Department would really like an event. "The question is; Is
there a way to have a very minimalist type of start to this... First Night is a community
celebration of the New Year through the arts... It is an alcohol -free, public festival that marks the
passage from the old year to the new with art, ritual and festivity... The PD is willing to donate
officers. Donovan moved to commit the $3400 in the CSE's 2009 event budget to a First Night
event with Trub seconding. The motion passed 4-2 with Bank and McKown opposed. The CSE
also forwarded a recommendation to the Vail Town Manager maintain his offer of $3000
originally to support the addition of a Street Beat concert in December of 2009.
Participatory Sports Recruitment:
A request from the Vail Valley Partnership for $20,000 for the creation of a Participatory Sports
Group that would review applications from participatory events recruited by the Vail Valley
Partnership(WP) at the direction of the Vail Local Marketing District (VLMD). The proposal
contemplates that the funds would be matched by the directly benefiting hotels via including a
surcharge in the rate structure and that the VLMD would contribute an additional $30,000 from
their budget.
Vail Valley Partnership (WP) representative Jessica Stevens asked the CSE to review the
concept and provide a recommendation to the Council for the creation of a separate
commission that would facilitate funding to defray the Vail Recreation District's venue hard costs
for first year participatory sports events that have been recruited as part of the VLMD's group
sales programs. WP representative Chris Romer explained significant progress had been
made recruiting participatory events to the valley, and that 5 programs were either committed or
very close for next year, but the concern remains that there may be some difficulties with the
timing of the signing of these events not coinciding with the CSE's funding cycle deadlines.
Although Stevens expressed concern about moving a decision back for a month, members
directed the group to submit an application for 2010 funding for the Participatory Sports Group
as part of the CSE's 2010 fall funding process.
Meeting with Vail Local Marketing Advisory Council (VLMDAC) @ 11:00 a.m.
VLMDAC members present included: Beth Slifer, Jamie Gunion, Laurie Mullen and
Bob Llewellyn and Mark Gordon.
Following introductions, the members of both groups reviewed and compared their respective
mission statements.
Kelli McDonald then presented a PowerPoint overview of the 2010 VLMD Objective Strategies
and Budget, emphasizing the creation of a "brand" for summer which ties into the Vail winter
brand. Beth Slifer explained that the focus of the last decade was one of "indulgence," but that
CSE Minutes: 09/02/2009 Page 4 of 6
the next decade will be one of fitness and wellness, one of the few categories that has not
"taken a dive" in the economic downturn. She stated that they are excited about the potential
and that Vail is beginning to be recognized for something other than skiing, largely on account
(4w of the signature summer events that include the Vail International Dance Festival, BRAVO! Vail
Valley Music Festival and the TEVA Mountain Games. Citing data that shows people trading
long vacations for more frequent short jaunts and last minute bookings, the VLMD has chosen
to focus more emphasis closer to home by increasing the emphasis on the Front Range, where
with a limited budget there remains the possibility of penetrating the market with "advertising."
Slifer and McDonald both reported that there will be more and more emphasis on the website,
which puts the opportunity for the web browser to reach out to us vs. us having to reach out to
them.
Navas presented the concept behind the CSE Rating Grid, a tool which has been developed to
as a means of measuring on event's ability against another's to meet the CSE's strategic criteria
for funding.
Slifer complimented the CSE for having developed considerable credibility in the last years and
introduced the topic of a "permanent funding source," as might be gained by increasing the Vail
Local Marketing tax by some amount that could provide additional marketing dollars as well as
funding for Special Events that would not be dependent on an annual General Fund allocation,
and would be paid for by the visitor. Additional benefits might include the ability to roll over
funds into the next year and to provide multi -year event sponsorship contracts. and perhaps
event fund the Information Booths. Slifer emphasized the importance of building support from
within the lodging community. Gordon added that support from the lodging group is important;
but that it still takes residents to pass it and it would be necessary to convince both sides.
Gunion stated that the golf course is doing as well as last year in rounds played, and that the
pro -shop is also doing well.
Llewellyn advised the CSE to "think big," and to support events that contribute to the "Vail"
image and that have the ability to draw people here from national and international markets
Mullen stated that the lodging community would echo that advice and would be looking for
events that put "heads -in beds."
Bank reminded the group that the CSE's mission includes support of ambient vitality and
community events.
In closing, there was recognition from both groups that we need to balance what we've got.
McDonald and Navas were directed to consult with Matt Mire as to what the process of
introducing a ballot issue for an increase to the lodging tax entails.
New Business:
Citing the interest of environmental sustainability, Donovan requested that as much collateral
information as possible be provided electronically for the event funding discussions. CSE
members also directed Navas to abbreviate the schedule for next month's funding application
presentations by limiting the amount of time available to applicants for events that have greater
than a two year history, and which have already presented their event recaps or are not
proposing significant changes to the event. Navas stated that she would consult with Town of
Vail Attorney, Matt Mire, to confirm the legality of reviewing applications differently from one
another.
CSE Minutes: 09/02/2009 Page 5 of 6
Kundolf moved to adjourn at approximately 12:35 p.m. with Donovan seconding. The motion
passed unanimously.
Minutes taken and submitted by Corey Swisher, Executive Assistant to the Town Manager.
Edited by Sybill Navas, CSE Coordinator.
September 2, 2009
Approved
ISE Chairman Date
CSE Minutes: 09/02/2009 Page 6 of 6
TOWWofv�
COwawN ON OECIK EM MM
Town of Vail: Commission on Special Events (CSE) Meeting
Antlers at Vail Condominiums and Conference Center
October 7, 2009 at 8:30 a.m.
Members present: Bobby Bank
Dave Chapin
Kerry Donovan
Megan Kirkham
Rayla Kundolf
Robert McKown
Heather Trub
Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Chairman Chapin called the meeting to order at 8:30 a.m.
Administrative Items:
Approval of the Minutes of the meeting of September 2, 2009. McKown moved to approve the
minutes, as presented, with Bank seconding. The motion passed unanimously, 7 -0.
Coordinator Report:
The board reviewed the status of current contracts and received a financial update from Navas.
No issues were raised.
Nigel Cooper, representing Ski and Snowboard Club Vail, updated the CSE on the revised
plans for the USSA Pep Rally, Parade and Pancake Breakfast, which had been allocated $4500
as part of the holiday events programming for 2009. Nigel stated that, due to Lindsey Vonn's
limited availability, they have decided to hold the event on Saturday evening, November 21 and
reframe it as a "Celebration of Winter: Golden Peak Skiing Center Ribbon Cutting" which would
acknowledge the Ski and Snowboard Club's $5M+ investment in the snowmaking and racing s
facilities at Golden Peak and would feature a parade, ski -down, bib decorating contest and chili
feed. He affirmed that Lindsey and "friends" are committed to attend. CSE members agreed by
consensus that the previously approved funding could be applied to the new event plan.
Navas then reviewed the 2010 Special Event Funding process. She requested that the "Special
Event Rating Grids," which utilize the event review criteria as described in the CSE's Strategic ?
Plan to "grade" each proposal, be returned no later than Monday, October 14. She explained
that she and Kelli McDonald would then compile the information and develop a recommendation
CSE Minutes: 10/07/2009 Page 1 of 7
for funding which would provide a basis for the CSE to make their final decisions at the meeting
on October 28.
Presentations of 2010 CSE Funding Applications:
Participatory Sports: Chris Romer, Vail Valley Partnership, explained the proposal to develop
a partnership between the Vail Local Marketing District (VLMD), the Vail Recreation District
(VRD) and the CSE for the purpose of funding first year participatory sporting events that have
been recruited under the VLMD's group sales program, and which require monies to offset hard
costs associated with venues and facilities operated by the VRD. Navas stated that, should the
CSE approve funding for the Participatory Sports Group, she would recommend that t -e two
applications submitted by groups that were recruited under the VLMD's program be moved
under the new group's purview. These would include the Colorado Middle School Wrestling
Qualifier and the RMUSSSA Softball Series.
Vail Restaurant Month: Ilene Rapkin and Greg Hittleman, I Openers Holding Company, LLC
presented a Power Point presentation of the proposed concept and informed the CSE that they
had reduced their request from $100,000 to $60,000, with a commitment to make up the
difference by developing corporate sponsorships.
Vail Farmers' Market12010 Funding Request and Final Event Recap: Angela Mueller and
Marc LaVarn, representing the Meadow Drive Partnership, presented a Power Point overview of
this year's market. Kirkham suggested that more effort to advertise the event to the Front ',ange
would be beneficial. McDonald asked whether there is opportunity to recruit more produce
vendors. Mueller responded that they had increased the number to five, and don't want to
compete with the existing ones, particularly since the visitors to Vail don't buy a lot of perishable
type items.
Vail Film Festival: Sean and Scott Cross, Megen Musegades. They explained that the
partnership with Beaver Creek is intended as a means to grow and expand the event, and
believe that the growth of the festival will increase the celebrity presence and will bring more
people to Vail than before. Citing the importance of keeping an established brand, they affirmed
that they are committed to keep the name "Vail Film Festival." They added that, in order to build
awareness of the festival, they intend to hold several "teaser" type screenings in the three
months leading up to the event, which will be free and open to the public.
Colorado Soul Festival: Legacy Entertainment, Inc. Rhonda Jackson, accompanied by
Shontelle Perkins, Laila Mahmud, Keyonna Chapman, and John Chapman IV. Responding to
the question, "Why Vail ?" Jackson explained that the destination is a partner, and that Vail
provides opportunity for "the best" soul festival. Citing the target audience as urban /diverse,
eclectic, adventurous, college- educated and affluent, she explained that soul music equals "life"
and it is their goal to create a diverse scene appealing a blend of cultures, races and ages. In
light of Vail's full schedule of successful events and activities over Labor Day weekend, they
agreed to move the proposed dates to August 20-22. Kirkham asked, Why
Fest,' not 'Vail Soul Fest ?' Jackson replied that they have had preliminary conversations with
other mountain communities, and that the name of the event can be changed once a site is
confirmed.
Wanderlust: Sean Hoess/Velour music, by conference call. Sean explained that they are
seeking to expand their successful Squaw Valley event and are looking at a number of different
sites in Colorado which provide both a village and an adequate bed base for a Music Fest/Yoga
Retreat combo. He stated that they require a commitment of $100,000.
Vancouver 2010 "Vail Style:" Colorado Ski Museum/Susie Tjossem and Cindy Clement.
Tjossem explained that the goals of the event are to celebrate skiing, recognize the ski museum
CSE Minutes: 10/07/2009 Page 2 of 7
as a unique asset for Vail, support the large number of Olympic participants from Colorado and
to get people away from their TV sets and into the village during the two weeks of the Olympics.
Vail Jam: Stephen Fretz explained that the event is designed to create world -wide awareness
of autism through concerts and activities that are broadcast live on television around the globe.
He added that Vail is an excellent site because "autistic kids are not usually skilled at 'team
sports' and that Vail showcases skiing, kayaking, climbing; all sports that are more focused on
individual excellence. He stated that last summer's event did "break even" and was successfully
broadcast live and that they hope to expand to LionsHead this summer. He closed by stating
that Big Head Todd and Freddie Jones have both expressed interest in participating on an
annual basis.
Kick -It 30 Soccer Tournament and Final Event Recap: Dan Cramer /Best Entertainment
Sports and Televison, stated they want to continue to build their program in Colorado and that
they value the long and successful partnership with Vail. Recognizing the conflicts with the other
events in Ford Park, he volunteered that they could start the tournament earlier on Friday, so as
to be finished by 4:00pm- and that the added benefit would be that many people would come
into town on Thursday night. The event review submitted shows estimated spending in Vail
resulting from the tournament at greater than $1.1 M.
Vail Lacrosse Shootout and Final Event Recap: Jim and Dave Soran /Colorado Lacrosse
Promotions. Jim began by informing the CSE that Denver was listed as number 1 in "Lacrosse"
magazine's list of "10 Best Lacrosse Towns,% and added that it was largely on account of the
Vail tournament. The accompanying photo shows the Gore Range in the background. Jim
stated that they have used the CSE's funding for marketing, and showcased an ad they have
placed in the September issue of "Lacrosse" magazine. He also stated that they have been
contacted by CBS with a request to broadcast the final game for live television. Also, the Vail
Lacrosse Shootout is the first tournament to have been sanctioned by US Lacrosse, and they
have approved it as a training event for the world games. The report indicates direct revenues to
the Town of Vail as a result of the tournament to be over $1.6M.
Vail Antique Festival and Final Event Recap: Cynthia Brooks and Mary Vidano with MC
Presents and Sarah Franke, LionsHead Merchants Association. Brooks thanked the CSE for
their support last summer, the first year that they have produced the event in Vail- although they
have worked with Brian Nolan and Sarah Franke in Beaver Creek for a number of seasons.
They stated the event had grown 30% since the previous year. Addressing the question of why
they would like to change the dates to mid -July, Brooks cited the following:
• They promote 7 shows in resort areas in the Western U.S. and would like to position Vail
in the strongest slot- just prior to the Beaver Creek show.
• Nationally recognized vendors: travel considerable distances and need to pair with other
shows to continue to attract that caliber of participation.
Colorado Grand and Final Event Recap submitted on disc: Kaylee Brennand, Angie
Getchel, Sarah Franke. Stating that the event had attracted a bigger crowd this year in spite of
the date change to Thursday and Friday on account of Rosh Hashana, Brennand announced
that the same situation of dates would occur next year- with the finish occurring on Thursday,
September 16 and the Concours on Friday, September 17. Franke commented that they would
commit to getting lodging offers /packages out earlier next year and that they would like to have
an "announcer" as part of the finish line activities on Thursday. Bank suggested adding some
type of event that would be "judged," as an incentive to get the car owners to display their cars
for a longer time period.
CSE Minutes: 10/07/2009 Page 3 of 7
Highline Sports and Entertainment: Jeff Brausch distributed final event recaps for Gourmet
on Gore and Oktoberfest and answered questions concerning CarniVail, Spring Back to Vail
and Snow Daze.
Brausch stated that Gourmet on Gore had more than doubled in size over last year and that
the "free to attend /pay as you go" format has strong appeal with the attendees. If a weakness
were to be identified, it would be that most of the food vendors sold out of food on both event
days. Navas reported that she had received feedback requesting smaller, less expensive
portions- because it was impossible to sample as many things as one would like. Incremental
revenue to the Town of Vail is estimated at $2.5M, with an ROI to the Town of Vail of 8G - " 3.
McKown asked why tokens were used, and Brausch replied that they use them to help calculate
the total sales. CSE members suggested adding a Monday component- stating that at the end
of a very full weekend of activities, there is nothing to do on Monday, which is still a holiday.
Another suggestion was that the Duck Race might move to Monday. Navas was directed to
follow -up with the Rotary Club.
Moving on to the Oktoberfest event review, Brausch stated that the LionsHead venue was
beginning to close the gap on the Vail Village, and added that it was a record year for the Fun
Run, which has become a regular fund raiser for the Children's Garden of Learning. Although
sponsorships were down this year, food and beverage sales were up. He cited total incremental
spending at over $7M, with an ROI to the Town of Vail of 338°x6. Navas asked about the effect of
the Bavarian style entertainment hours in the afternoon transitioning into a more contemporary
music scene in the evening. Brausch responded that "it works," and that the composition of the
crowd changes. Bank suggested that a similar effect might be gained with Gourmet on Gore, by
scheduling a music component after 6pm. Two permitting issues were noted: the presence of a
"Beaver Creek" logo'd tent on Gore Creek Drive and better control of grease spills on the
pavers.
Regarding CarniVail, Brausch stated that it is an Olympic week and that they are working with
VRI to add some "interesting things." Katie Richardson affirmed that the relationship between
Highline Sports and VRI was as "good as it's ever been" and that "1 +1 = 7" when it comes to the
marketing success of the event.
Looking forward to Snow Daze in December, Brausch said they will continue on the success of
the "free" model that contributed to the success of Spring Back to Vail last April.
Vail Chamber and Business Association (VCBA): Joyce Gedelman -Viers and Rich tenBraak
presented a proposal for a Memorial Day LionsHead Retail /Shopping Extravaganza, stating
that the idea was generated in response to requests from some of the merchants to develop an
event that could build some vitality over the holiday weekend. The small funding request would
be utilized mainly for marketing.
They also informed the CSE that the South of the Border had been moved up one week in
June to coincide with the summer opening of the gondola, a move that could help both interests.
They explained that the jump in the level of funds requested for the three existing events
produced by the VCBA reflects a desire to take the events up to the next level. McDonald
suggested expanding Sweet on Vail into a 50's diner, adding a 50's car show component and a
greater variety of "eats."
Gedelman -Viers addressed their concerns about how to grow the BBQ Bonanaza, while still
keeping it small enough to remain "personal" in Vail Village. She added that they have been
talking with a potential buffalo sponsor. There was general agreement that the BBQ in Vail
Village and the Vail Arts Festival in LionsHead on the same weekend provided a balance of 1J
activity throughout the town, and benefited both events.
C:,E Minutes: 10/07/2009 Page 4 of 7
Eagle Valley Events: Vail Gaelic Games: Chris Romer explained that the idea for this event
came from the Denver Hurling Club via the Vail Valley Partnership (WP) Group Sales. The
Denver Hurling Club is bidding to host the national finals in the fall and would like to establish an
event prior that would kick off the entire "Hurling summer". He added that the games are played
in all kinds of weather and that the lodges are thrilled to have an event at this time of year.
Laurie Asmussen explained that the event would also include Camogie (women's Hurling) and
would be developed to include a festival atmosphere generated around competitions, restaurant
and bar promotions, street entertainment and youth events related to the games.
Asmussen explained that the Vail Arts Festival was successful as it moved back in the
LionsHead Mall this year for the first time in many, but that it is smaller than before and doesn't
have much room to grow in this venue. She added that the number of activities throughout the
town on the weekend before the 4th of July worked well.
McDonald shared input from the VEAC regarding America Days that suggested an evening
concert might help to keep people in town through the evening. Discussion followed regarding
the viability of the 4 of July Farmers' Market in 2010- since the holiday falls on a Sunday. CSE
members suggested the cancellation of the 0' of July market, and replacing it with an additional
market in September.
Unlimited Adventure Speaker Series/Vail Symposium: Carrie Marsh and Rob Levine spoke
on behalf of the series, which has developed into a highly regarded program in the community.
They explained that the dates had been moved back a week to match the spring break period
better. They also stated that they are considering moving the series to Solaris or the Vail
Mountain School, as it has become so popular that the Donovan Pavilion's capacity is
constraining. Navas confirmed with Marsh that the $4500 contribution from the Vail Library is a
cash grant.
Nigel Cooper, representing Ski and Snowboard Club Vail, answered questions regarding the
USSA Junior Olympics. He stated that the final day of competition would be in Beaver Creek
because of the time required to set -up for the American Ski Classic at Golden Peak.
Taste of Vail: Susan- Fritz introduced Joe Blair and announced that they are working together to
develop a greater marketing effort for the 20 anniversary of the event. The intent is to open it
up to more people and to build on the success of the Lamb Cook Off. Blair commented that a
20 Anniversary for an event is a "big deal," and provides leverage to develop sponsorships:
Fritz added that the event is intended to emphasize that there is more to the "Vail lifestyle" than
skiing.
Vail Whitewater Kayak Demos: Sean Glackin /Alpine Kayak School stated that he too is
working with Blair, who was brought in to help get the information about the series out into the
community and to the concierges and to talk with potential sponsors, i.e. kayak companies, etc.
Suggestions from the CSE included the addition of an announcer and PA system and working
with the restaurants in the vicinity to offer specials.
TEVA Mountain Games: Mike Imhof and Scott Bluhm/Vail Valley Foundation (WF). Imhof
informed the CSE that they have honored their commitment to reduce their request for public
funding each year and continue to move towards becoming more sustainable without the Town
of Vail funds. He announced that they have secured 3 more years of World Cup Climbing with
the IFSC and are committed to use the climbing wall that was part of the last two events through
2010. Following that, they might explore using a different wall, possibly with a more permanent
structure.
CSE Minutes: 10/07/2009 Page 5 of 7
Addressing how the event is improving, Imhof stated that the opportunity to add events in the
village is becoming limited by the time frame of a three day event. He did say that they are
considering the addition of another biking component and a stand -up paddling event, but are
remaining careful not to "cannibalize" other events. With respect to sponsors, he stated that
Eddie Bauer has a new line called "First Descents, and will replace Rossignal as the clothing
sponsor, bringing both cash and product to the event.
Another addition under consideration is the addition of a zip -line in the Children's Village. There
have also been conversations regarding running the gondola during the event. Imhof cautioned
that expanding the event into LionsHead without impacting the critical mass of the event is a
delicate discussion, nonetheless they are looking to develop some event components in that
area in the future. CSE members asked what role Vail Resorts plays in the event. Imhof
responded that they pay for their services, but that they allow them to use Mountain Plaza and
Golden Peak.
Diane Moudy of Resort Entertainment reported that this was the first year that the Ambient
Summer Street Entertainment received no complaints during the entire summer. She stated
that the entertainment in Mountain Plaza seemed to have been well received. The Living Statue
received compliments.
Sarah Franke spoke to the CSE about the LionsHead Family Friday Afternoon Club, stating
that they are looking to build it, but need to acquire more sponsors. She stated that the Raptors
were a big hit, and they are considering separating them out from this event, because they kept
people from participating in some of the other activities and could become yet another
destination event in themselves. In response to a question regarding what the role of Arrabelle
is, Franke replied that they block the venue, as well as providing storage, in -kind services and
trash pick -up.
Susie Hervert thanked the CSE for their contribution to the Vail Valley Cup Soccer 1J
Tournament last year and stated that the tournament, which was held only last week, was
again a huge success. Bank asked how the lodging was directed and Hervert replied that the
Vail Valley Partnership did most of the bookings. She also explained that the tournament is
planning to expand the number of age groups that participate, and that within two years they
hope to have a full U11 -18 tournament, which would be "huge." Responding to a question
regarding corporate sponsors, Hervert stated that Beaver Creek has been a major sponsor, but
that this year was the last of a threeyear commitment. She added that reliance on volunteers is
an important part of the tournament's success.
Holiday Events and Activities: The CSE agreed again this year to wait until after the events
have occurred to make formal allocations for next year's events and would review the 2009
programming in January or February prior to making a decision on the funding for the 2010
holiday events. Laurie Asmussen gave an update on the status of the upcoming events and
stated that there have been a few challenges in the planning stages of "getting the new events
off the ground." The Meadow Drive Partnership would like more markets on Meadow Drive, and
fewer in LionsHead. How to get people to go from the fireworks and torchlight/ski down at
Golden Peak to the 18t Night celebrations in LionsHead has provided an additional puzzle to
work out. Vail Resorts had proposed moving the event to Mountain Plaza, but the Town of Vail
Police Department doesn't feel that would meet the intent of providing a family friendly, alcohol
free zone outside of the Special Event District.
CSE memcers directed that there should be two markets on Meadow Drive and two in
Arrabelle, and if the Meadow Drive Partnership wished to schedule more, they would need to
come up with the funding themselves. Asmussen added that she will be talking with Vail Police
Chief Dwight Henninger in order to get a better idea of what the goals for 1 3t Night are.
CSE Minutes: 10/07/2009 Page 6 of 7
Asmussen also informed the CSE members that she had been requested by Vail Mountain
Marketing to use "Holidaze" as the umbrella title for the holiday events, in order to develop more
synergy with Snow Daze. CSE members were unanimous in their opinion that this is not
appropriate, as it would not be in -sync with the traditional holiday celebrations and sends the
fir+ "wrong" message with respect to the family focus that the community is trying to achieve.
Following the presentations, CSE members briefly discussed the following:
Participatory Sports Group, Colorado Middle School Wrestling Qualifier and the RMUSSSA
Softball Series: CSE members agreed not to roll the latter two proposals into the Participatory
Sports proposal and that the three applications should each be considered independently, as
submitted.
In light of the fact that some of the funding applications submitted; including the Vail Film
Festival and the Vail Valley Challenge Cup Soccer Tournament, represent events that have
components that will take place outside of the Vail town limits, Navas was asked to provide the
policy recommendation developed by the CSE in July, which addresses the circumstances
under which expansion /collaboration with other communities is in the best interest of Vail.
With respect to the meeting on October 28, CSE members agreed that public input would be
limited to specific questions from the board, and to comments in response to a proposed motion
under discussion.
McKown moved to adjourn at approximately 4:50 p.m. with Kundolf seconding. The motion
passed unanimously.
Minutes taken and submitted by Sybil[ Navas, CSE Coordinator.
October 7, 2009 /A
Approved by Date
Chairma
t
CSE Minutes: 10/07/2009 Page 7 of 7
3
L
TOWNO WAIL
Town of Vail: Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
Wednesday, October 28, 2009 at 8:30 a.m.
CSE Members present: Bobby Bank
Dave Chapin
Kerry Donovan
Megan Kirkham
Rayla Kundolf
Robert McKown
Heather Trub
Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Corey Swisher, Executive Assistant to the Town Manager
Others Present: Patty Mueller, Skating Club of Vail
Scott Bluhm, Vail Valley Foundation
Chris Romer, Jessica Stevens and Michael Kurz; Vail Valley
(W Partnership (WP)
Amy Oberley, Taste of Vail
Joe Blair, Fall Creek Branding
Joyce Gedelmen -Viers and Rich tenBraak, Vail Chamber and
Business Association (VCBA)
Nigel Cooper, Ski and Snowboard Club Vail
Scott and Sean Cross, Vail Film Festival
Laurie Asmussen, Eagle Valley Events
Michael Cacioppo, Business Briefs
Jamie Gunion, Vail Recreation District (VRD)
Chairman Dave Chapin called the meeting to order at 8:35 a.m.
Motion to approve the minutes of the meeting of October 7, 2009, as written.
M /S /P: McKown /Kundolf /Unanimous
Coordinator Report:
• CSE members reviewed the financial statement and status of the 2009 contracts. No issues
were raised.
• McDonald and Navas explained the preliminary results of the summer intercept surveys
stating that, unfortunately, some of the data had been lost and the results only reflect
surveys taken up to the first week in July- which heavily favors the athletic events that take
place early in the summer. What is clear is that offering a variety of events throughout the
summer is important to nearly everyone who responded and that music festivals and
concerts are highly favored.
CSE Minutes: 10/28/2009 Page 1 of 2
2010 Special Event Funding allocations: Following a review of the staff recommendations
and the event scoring sheets, CSE members deliberated on the funding allocations for 2010
special events whose applications had been received by the September 14, 2009 deadline and
which had been reviewed by the CSE at their meeting on October 7.
Motion to approve the 2010 Special Event Funding Allocations, as discussed and subject
to the following conditions:
Participatory Sports: $20,000 funding allocation is contingent on the Participatory Sports
Funding Group supporting the request for $8640 submitted by the RMUSSSA Softball Series.
Allocations for several holiday events, including Snow Daze, Holidays in Vail, Santa and
Friends and Holiday Gift Wrapping will be revisited early in 2010, after the 2009 events have
occurred and their event recaps have been reviewed by the CSE.
M /S /P: McKown /Kirkham /Unanimous.
A spreadsheet detailing the requests and the CSE's final decisions is attached.
Event producers will be asked to confirm by no later than December 15, 2009 whether they
intend to accept or decline their allocations.
New Business: Bank stated that he felt it was inappropriate
for CSE funding, t add adding that a
had
been made available to some o f the applicants
should be conducted during a public meeting.
Motion to adjourn at 11:55 a.m.
M /S /P: Kirkham /Bank/Unanimous
Minutes taken a AaveChatti'n, Syb' vas, CSE Coordinator
October 28, 0 1
Approved by
Date: CSE Ch r an
CSE Minutes: 10/28/2009 Page 2 of 2
2010 CSE Event FundIng Allocations as of October 28, 2000
2010 Town Council Allocation: $M,810
2000 Funds 2010 FINAL 2010
Start Dab: Event: P E Proposed locations _ _ __ _ __ 2010 D ates: _ _ Received: Requested: Grade TOTAL: CSE AAooation E vent:
06/03/10 TEVA Mtn Games -- - -- Vail Valley Foundation Various June 3.6 $85, $BO 618 Mtn Games
07/04/10 Veil Americ Day: - _ _ Eagle Valley Events LH &W __ 4-Jul 552 000 $80 000 577 $30 000 Val A America Dip
06/26/10 Vail Lacrosse Shoot- out Cokoredo Lacrosse Promotion Ford Ford Park - - _ _ June 26- July 4 $10.0001 $15,000 564 $10,M Val Lacrosse Shoot -out
04/12/10 Springback to Val _ - H hline Sports and Entertainment Various -_ _ 112 -18 $70,0001 $100 558 000 Springback to Val
09/03/10 Gourmet on Gore - - -- - _ -- - __Highline Sports and Entertainment W Sep 4.6 $54.000 $7%000 557 000 Gourmet an Gone
04/07/10 Tasted Vail _ Taste d Val Various e d 7 -10 $20 000 $100 000 544 $20 000 Tast Vail
09/10/10 Oktoberfeet ^_ _ � - - Highfine Sports and Entertainment LH & W Sep 10- 12 LH + 17- 1 $06,000 000 540 000 OktobeffW
08/20/10 > Colorsdo Soul Festival _- - En*talnment Inc _ A ygust 20-22 M 537 $50 000 > Colorado Soul Festival
02114/10 CamiVel _ HIghlins Sports and Entertainment Various _ Fab 14- 20 1 $8,000 $3018w 525 000 Carnival
06/14/10 >Vail Gaelic Games - Valley Events Ford Park _ M_ya _1_4 -18 $4,800 509 SAOOOP>Vall G"Ic Games
04/01110 Vail Film Festival Vail Film Instftuts Vail and Bvr Creek 11-4 $57,0001 000 506 000 Val Film Festival
8/20/
010 >Vd Restaurant Month - _ -- - I Openerp Holding LLC Various 20- Oct 17 $60,000 498 !$25000 >Val Restaurant Month
07/30110 Kick -It 3v3 Soccer Tournament _- BEST Entarlainment & Television Ford Park J 30- 1 $35000 $10 488 Kick -it 3v3 Soccer Tournament
06/20/10 Val Fanners' Market and Art Show Meadow Drive Parbwwsh Meadow Drive 13 Sundays: June 206 12 $56, $70,000 483 Val Farmers Market and Art Show
09/17/10 C olorado Grand -- Colorado Grand LH Mall & Vail are Thu -Fri 16 17 $3000 000 478 Colorado Grand
03WJI O USSR Junior 01 Ski and Snowboard Club Vail Gold Peak + Bvr Creek Mar 2 -11 000 10000 475 USSA Junior 08/18/10 to d the Mountain Vol! I d the Mountain Ville II Ford Park June 18- 20 $7 000 $1 470 Wng of the Mountain Volleyball
08/25/10 Vail Arts Festival _ _ _ Ea& Valley Events LH Mail & Vail Square June 25- 27 $18,000 000 466 $15,000 Val Arta FesWel
07/02110 Lionshsad Friday Afternoon Club Lionsheed Merchants Assoc fdon LH Mall & Vail Square 7 Fridays, Jul 2- Aug 13 $20, $30 000 457 $12,000 Lionshead Friday Afternoon Club
10102/10 Val Valley Chal Cup Soccer Val Valley Soccer Club Ford Park + Eagle Cty October 2-3 $2,000 $5,000 433 $1, 500 Val Valley Challenge Cup Soccer
07/16/10 Vail Andque Festival MC Presents w/LH Merchants Association LH Mall 0 Val Square JLdY 18-18 $6 $12,000 427 $4 Veil Antigua Festivsl
06/26/10 Ambient Street Enterta - -_ Resort Enterlainment W and LH 11 weeks: Ju ne 25- She 6 $36,825 OW 406 000 Ambient Sorest Entertainment
02/04/10 2010 Unlimited Adventure Series Vail Symposium Donovan Pavilion 6 Thu Feb 4- Mar 11 $3 000 $7,300 393 $0 2010 Unlimited Adventure Series
06/25110 >Wandedust Festival J -- - - - -- WandedusWelour Music Various -- June 25- 27 $100 391 >Wanderlust Festival
12/06/10 Snow Daze - - - - -- -- Highline Sports and Entertainment Various - - -- December 6-12 $55, $100,000 389 $50,000 Snow Daze
06/26/10 1380 Bonanza -_- -_- Vail Chamber and Business Association VV _ Saturday, June 26 $12 M187 380 $10,000 BBQ Bonanza
06/12/10 South of the Border Fi esta -- Vail Chamber and Business Association LH Saturday, June 12 $11 000 $33,737 373 $10,000 South of the Border Flesta
11/27110 Holidays In Vail _ Eagle Valley Events Various Nov 27- Dec 31 1 $69,185 $75,000 372 $60,000 Holidays in Val
05/18/10 Vail Whitewater Kayak Demos - -V Sean Glackin W Tuesda , May 18- June 22 $2,000 300 368 $2, 000 Vail Whitawater Kayak Demos
08/13/10 >Vel Jam - The Smart Foundation Ford Park August 13.15 $100 355 $0 I >Vd Jam
08/14/10 Sweet on Vail Vail Chamber and Business Association W or Meadow Dr Saturday, 14 $10, $32,037 351 $0 Sweet on Val
Pa Sports Group Vail Valley Partnership Various WA $20,00 345 $20,000
Pardel
S Grou
02112/10 Wancouver 2010 "Vail Style -_ -- Colorado Ski Museum VV _ Feb 12- 28 $22,000 318 $3000 >Vano ntor 2010 "Val Style"
08/05/10 >RMUS83A Softball Series _ -- RMUSS3A Ford Park June 5� + Se 4-6 840 295 $0 >RMUSSSA Softball Series
12/27/10 Holiday Ice Show _ - - The Skati ng Club of Vail Dobson - -� Dec 27 -28 $5,200 $7,000 265 $2 ,000 Holiday Ice Show
05/29/10 >LH Retall/Shopping Extravaganza Vail Chamber and Business Association LH _ 29.31 $3AW 252 $0 >LH RetelliShopping Exlra nza
03/13110 >Cc Middle School Wresling Qualifier - - -- Rocky Mountain Nationals Dobson 13- 300 220 $0 >Co Middle School Wreaft Qualifier
11 /27/10 Holiday Dkre-A -Round _ Vail Chamber and Business Association Vail Restaurants Nov 27- Dec 16 $1,150 $1 218 $0 Holiday Dine -A -Round
11 /27/10 Santa and Friends _ Vail Chamber and Business Association Various Nov 27- Dec 16 $5 000 $5,000 203 $0 Santa and Friends
11/27/10 Holiday Gift Wrapping Vail Chamber and Business Association Various Nov 27- Dec 16 $2,450 $2,5W 194 $0 Holiday Gift W rapphv
Total Event Allocations: 1 $1,633,301 $789,000
>New Events or existing events that are requesting CSE Funding for this first time
Administrative Allocations:
Coordinator Salary and Benefits] General Fund: Town of Vail Payroll
Office and Meetirg $3,500 $3,000
Total Administrative Allocations: $3,500 MIMI $2,810
TOTAL ALLOCATIONS: 51,836,301 _ $791810
CSE Funds Remaining: 5844,491 $0
Holidays: S137,985 $190.700 $112,000
t
(W TOWNO WAIL '
COMMISSION ON SPECML EVENTS
MINUTES:
Commission on Special Events (CSE) Meeting
Vail Town Council Chambers
Wednesday, December 2, 2009 at 8:30 a.m.
CSE Members present: Bobby Bank
Dave Chapin
Megan Kirkham
Rayla Kundolf
Robert McKown
Heather Trub
Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Corey Swisher, Executive Assistant to the Town Manager
Pam Brandmeyer, Assistant Town Manager
Lorelei Donaldson, Vail Town Clerk
Mark Miller, Vail Fire Chief
Molly Eppard, AIPP Director
Others Present: Jean Reid White and Sarah Paladino, BRAVO! Vail Valley Music
Festival
Joyce Gedelman- Viers, Vail Chamber and Business Association
(VCBA)
Mia Vlaar, Vail Jazz Foundation
Chris Romer and Jessica Stephens, Vail Valley Partnership (WP)
Nigel Cooper, Ski and Snowboard Club Vail (SSCV)
Betsy Laughlin, Vail Soccer Club
Alan McClean, Vail Junior Hockey Club
Mindy McNiff, Eagle Valley Events
Joe Blair, Fall Creek Branding
Jamie Gunion, Vail Recreation District (VRD)
Chairman Dave Chapin called the meeting to order at 8:40 a.m.
Motion to approve the minutes of the meeting of October 28, 2009, as written.
M /S /P: McKown /Bank/Unanimous
Coordinator Report:
• CSE members reviewed the financial statement and status of the 2009 contracts. No issues
were raised.
CSE Minutes: 12/02/2009 Page 1 of 5
• Recap of the Joint Meeting between Event Producers /ERC and CSE Members held on
November 4. Kundolf and Donovan represented the CSE at this annual information sharing
forum. Navas explained that the meeting was somewhat less well attended this year, likely
on account of the early time, several of the event producers did arrive later, and the meeting
will likely be returned to a "brown bag lunch" format again in 2010. Leonard Sandoval
provided an overview of the projected impacts of construction activity to various areas of the
town in 2010. There was a lengthy discussion regarding the means of getting event
information onto the online calendars, which was followed by a discussion of event banners
and the protocol for use of the display sites. Kundolf observed that many of the smaller
event producers do not have a good grasp of how to get their information out. The meeting
closed with a discussion on the development of mandatory requirements for the "greening"
of events. Due to time constraints and the high level of interest, it was decided to appoint a
sub -group of interested event producers that would meet with Kristen Bertuglia, Navas and
McDonald to develop a proposal for presentation to the CSE after the first of the year. The
Ford Park user group discussion was postponed to a later time.
• Farmers' Market: The Vail Farmers' Market will be requesting to hold the market on
Sunday, July 4, as usual. The ERC has determined that this is not viable. Market staff has
stated that they will appeal the decision to the council.
CSE members asked whether the Farmers' Market could replace the 4` of July market by
either beginning a week earlier in June or by extending the final market one more week into
September. Another suggestion was to adjust the CSE's 2010 funding allocation to support
all of the markets except the 4th of July. Navas recommended a Farmer's Market
representative be asked to address the CSE during their January 2010 meeting.
• Rotary Duck Race: The Rotary Club would like to keep the race on the Sunday afternoon
of Labor Day weekend. They have purchased the ducks for the purpose of being able to set
the date at the time they feel is most advantageous to their mission.
Navas explained that the Rotary Duck Race and Gourmet on Gore occurring adjacent to
one another creates misunderstanding and an ambiguity of the liquor license boundaries.
Additionally, Gourmet on Gore has grown to the extent that it would be a significant benefit
to be able to expand into the Gore Creek Promenade Area. Town Clerk Lorelei Donaldson
informed the CSE that there was concern about the security of the Duck Race liquor license
boundary and that she intends to recommend to the Liquor Board that the two events should
combine their liquor license boundary and operate under a single license and that
professional security shall be a requirement. Navas explained that event attendees do not
understand the boundaries of differing liquor license venues. Kundolf said moving the duck
race to Monday would extend the guest experience and provide an excellent activity that
would enhance the three -day weekend festivities.
Final Event Recaps:
BRAVO! Vail Valley Music Festival: Jean Reid White, Director of Development, distributed a
full event summary and budget recap along with copies of last summer's program. She stated
that the Bravo! Vail Valley Music Festival stands apart as one of the leading music festivals in
the country, with "four resident orchestras and guest soloists from around the world, Bravo!
brings first -rate culture to the Vail Valley." Citing the economic challenges facing all non - profit
organizations this last year, White explained that the 2009 overall budget had been cut by 30 %,
but that they squeaked by with a 1 % surplus without compromising the quality of the festival and
CSE Minutes: 12/02/2009 Page 2 of 5
that they have budgeted flat for 2010- adding that "flat is the new up" and that much of their
support comes from in -kind contributions. While expressing their appreciation to the Town of
Vail for its continued support, she highlighted the fact that $875,000 was spent in Town of Vail
lodging properties to house the musicians. She reported that about half of the over 60,000
people that attended performances were from Colorado.
Vail Jazz Festival: Vail Jazz Foundation Executive Director, Mia Vlaar, gave a PowerPoint
presentation which highlighted the multiple facets of the summer long festival which include ten
"Jazz at the (Vail Farmer's) Market" concerts, the presence of the ICEF Marching Band from
Los Angeles at the America Days festivities, five Thursday night "Jazz at Vail Square" concerts
and culminates in the "Labor Day Weekend Jazz Party ", which this year included two
performances in Vail Square. She stated that, although Jazz as a musical genre is struggling, it
attracts a high- income demographic and a well - heeled, well educated audience. Vlaar
explained, "With educational programs and activities such as the Vail Jazz Workshop and Jazz
Goes to School, along with traditional performances, we are able to reach out to the next
generation of players and listeners... The VJF is determined to fulfill its mission by expanding
the audience for jazz while supporting young and established artists in their quest to create
great music." She added that, "It has been a huge challenge to maintain the artistic quality of the
event with a diminishing budget... We provide a tremendous amount of entertainment for not a
lot of money." Surveys taken at the Thursday night concerts in LionsHead showed that 90% of
the attendees rated the music as "excellent," and 10% rated it as "good," resulting in a 100%
vote of approval. McKown said he thought it was a great event, and thanked her for the
"speakers at the top of the (Arrabelle) stairs, creating "electric Thursday nights." Kundolf
thanked Vlaar for her efforts and wished her continued success.
Vail Challenge Cup Soccer Tournament: Vail Valley Soccer Club director, Betsy Laughlin,
reported that this fall's tournament was extremely successful and local media exposure is
improving. Stating that, "We are a huge draw for the Town of Vail in the beginning of October,"
she reported that the 2009 event consisted of 80 teams, drawn from all over Colorado,
Wyoming and the Front Range, attracting an estimated total of over 4500 visitors including
spectators, referees and players. "I feel we bring locals and out of town guests together." She
added that there are plans to expand the tournament next year by adding a U15 -16 level of
competition, which would attract an additional 12 teams. The tournament generated about
$42,000 in income, and with expenses at about $17,000, provided an income of just over
$25,000 which will go back into the Soccer club's programs. Jamie Gunion, representing the
VRD, added that this is the only event that they partner with.
Ski & Snowboard Club Vail: Ski and Snowboard Club's 40 Annual Swap and the
Celebration of Winter: Ski & Snowboard Club Vail representative Nigel Cooper explained the
swap is the largest of its kind in Colorado. "The swap is held annually every year and shoppers
travel from all corners of the state to choose from thousands of great new and used items." He
stated that although traffic was down, people bought more and that they had just submitted a
check for over $12,500 to the Town of Vail for sales tax generated at the Ski Swap. He then
requested that his full report be moved to the January meeting. The CSE members agreed, and
in closing, Cooper thanked the CSE for their support in celebrating the new Golden Peak
Competition Center which provided an area for 300 -600 skiers per day to train during the whole
month of November.
Vail Jr. Hockey: Sportsmanship Tournament: Tournament representative Alan McLean
explained that the annual Jr. Hockey tournament takes place over three weekends in the month
of November. Fifty -three teams, including seven from out -of- state, participated this year,
attracting upwards of 3500 people over the course of the tournament. "For the past 29 years, we
have prided ourselves in hosting this early season tournament, with the primary focus on
CSE Minutes: 12/02/2009 Page 3 of 5
sportsmanship both on and off the ice." Stating that they used all available ice time in Vail, he
explained that the tournament utilized ice rinks both in Vail and Eagle, "so teams and their
families could enjoy our beautiful mountain communities and all they have to offer... We are
restricted as to how much we can do due to ice availability ... We are one of the better
tournaments in the Colorado area."
Participatory Sports Funding Group (PSFG): Chris Romer and Jessica Stevens: Review and
approve the proposed funding criteria and consider whether the Firefighter Combat Challenge
(FCC) meets the intent of the program.
CSE members reviewed and approved the proposed criteria outlined in the Participatory Sports
Funding Group Memorandum that will be used to guide the decisions of the PSFG. Navas
stressed that "venue availability" would be evaluated in such a way as to insure that there are
no negative impacts to existing events and leagues. Chapin commented that the guidelines
were good and well thought out.
Vail Fire Chief, Mark Miller, explained the details of a proposal to bring the Firefighter Combat
Challenge (FCC) to Vail next summer. The proposal describes the event as "a national
competition designed to promote and showcase the talents, skills and athleticism of America's
firefighter heroes in an exciting and entertaining sports competition..." The event will be covered
by both ESPN and the Versus television network and Is widely followed by the firefighting
community, the general public and the news media as they search for'good news' stories to
cover in their communities. Because the event is not likely to utilize any of the VRD venues, the
PSFG felt it was important to get the CSE's approval to allow the event to apply for the
Participatory Sports Funding, which was originally set -up to help defray the hard costs of using
the VRD managed facilities. Chris Romer explained that, when the PSFG was conceived, they
hadn't visualized any participatory event that would not need any VRD facilities; however this
event seems to be an excellent opportunity for the Town of Vail. The CSE agreed that the FCC
meets the intent of the participatory sports group emphasis the town has embraced. All
consented that the television exposure would be beneficial to the overall promotion of the town.
New Business:
• Kirkham distributed the most recent version of the master event marketing calendar.
• Bank expressed his concern that the CSE's funding decisions had been deliberated too
quickly at the November meeting and that he would have preferred the votes be recorded
individually for each event vs. approving the budget in its entirety so that each CSE
member's opinion on specific allocations would be part of the record.
• Kirkham, stating that "we are getting nothing from most groups," said she wanted apples to
apples comparison for event recaps. Local marketing consultant Joe Blair said an outside
consultant should be used to survey event goers and added that promoters of large events
should be doing this anyway. Navas stated that she would work with Kirkham to develop a
recommendation for a plan that would help to standardize the requirements for final event
recaps and would add it to the agenda for discussion at the January meeting.
• CSE Chairman Dave Chapin encouraged all members whose terms expire in December of
2009 to re- apply.
• Joe Blair informed the CSE that, due to the 2010 funding allocations received by the Taste
of Vail and the Whitewater Kayak Demos being much less than what was requested, his
company, Fall Creek Branding, would not be providing professional services to either of
these events.
CSE Minutes: 12/02/2009 Page 4 of 5
F
t :
Motion to adjourn at 10:50 a.m.
M /S /P: McKown /Kundolf /Unanimous
(W Minutes taken by Cor ish , dited d submitted by Sybill Navas, CSE Coordinator
December 2, 2
Approved by l' Date:
ave Ch in, CSE Chairl#an
CSE Minutes: 12/02/2009 Page 5 of 5