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HomeMy WebLinkAbout2012-10-03 CSE MinutesCSE/Meeting Minutes October 3, 2012 Page 1 of 7 MINUTES: Town of Vail: Commission on Special Events Meeting Vail Town Council Chambers Wednesday, October 3, 2012 @ 8:30 a.m. CSE Members Present: Jenn Bruno, Chairman Cali Adkisson Bobby Bank Rayla Kundolf Sonny Kerstiens Joyce Gedelman-Viers CSE Member Absent: Barry Davis TOV Staff Present: Sybill Navas, CSE Coordinator Tammy Nagel, CSE Secretary Kelli McDonald, Economic Development Director Clare Hefferren, Economic Development Assistant Others Present: Adam Sutner, Strategic Consultant to the CSE Margaret Rogers, Vail Town Council Duncan Horner, Julie Kapala, Vail International Dance Festival Jim Palermo, Jeanne Reid, Meredith Richards, Caitlin Murray, Aaron Cessna and Amy Phillips, Bravo! Vail Valley Music Festival Jeanne Reid White, Bravo! Vail Valley Music Festival Jen Mason, Vail Valley Foundation Jamie Gunion, Vail Recreation District (VRD) Beth Pappas, Keen Vail Kids Adventure Race, VRD Brian Hall, Lionshead Family Fun Club, Blue Creek Productions Shannon Foley Henn, Vail Rocks! Jim and David Soran, Vail Lacrosse Shootout Helen Mattison, Grand Traverse Adventures Dan Cramer and Bryce Thornburg, Kick-It 3x3, TCI Joel Rabinowitz, VRD Jessica Stevens, Vail Valley Partnership Cabal Yarne, Arriesgado Robin Litt, Vail Jazz Foundation Chris Laskey, Gran Fondo Lauren Glendenning, Vail Daily ______________________________________________________________________ CSE Chair, Jenn Bruno, called the meeting to order at 8:30 a.m. CSE/Meeting Minutes October 3, 2012 Page 2 of 7 Administrative Items:  Motion to approve the Minutes of the CSE meetings of September 5 and 19, 2012 as presented. M/S/P: Kundolf /Kerstiens/Unanimous  Financial Report and Contract Status: CSE members reviewed the status of financial report and the contract status. No issues were raised. Mission Statement Discussion and Agreement: Tabled to the November 7, 2012 Memorial Day Event Discussion: • Subcommittee Report Out: Kundolf reported the Sub-Committee met on September 25, 2012 to discuss ideas for an event on Memorial Day. The Sub-Committee discussed the challenges of having a Memorial Day event, such as weather, kids still in school, graduation and a competitive event in Beaver Creek. Five types of event concepts were discussed: 1) Children’s events and/or family, 2) Adventure sports, 3) Culinary, 4) Music, 5) Comedy. Kundolf stated the sub-committee felt a Comedy Festival would be a great layer to Vail’s Brand and events. This event could create the perception of getting rid of the winter blues, levity, pre-summer, off-season attitude, laugh and enjoy. With an indoor focus and/or tented outside venues, the concept alleviates weather concerns. The target market is the 4-6 hours driving distance guests such as Front Range, Colorado, New Mexico, Utah and Wyoming. The Comedy Festival would be modeled after Montreal Comedy Fest with kids’ comedy workshops, improv workshops and after-hour shows for adults. • Addendum to RFP: The Sub-Committee recommended that CSE members consider an extension to RFP and hold back monies from the initial allocations especially for a Memorial Day event. CSE will take the time to align either on an agreed conceptual RFP direction, or alternatively, consider some quick, low cost market research to gain target audience insight and align on a direction with particular traction. • Research: Sutner stated the research cost is under $5,000 with an execution timeframe of three week – allowing time to add an RFP addendum for this event. The monies for the research would come from the existing CSE budget. Sutner presented a research outline to the members that adds strategic rigor to the decision making process. .  Motion to allocate $5,000 towards a survey for a Memorial Day event M/S/P: Kerstiens /Bank/Unanimous Discussion of Role of the Event Recaps – A new approach: All Event Recap PowerPoints were provided in the CSE Members packets for them to review prior to the meeting. • Hot Summer Nights: Jen Mason, Vail Valley Foundation, reviewed the strengths and weaknesses with the members. Parking availability was the number one complaint. The CSE/Meeting Minutes October 3, 2012 Page 3 of 7 strengths of the event were defined as a fun opportunity for gathering locals and an unexpected welcome event for out-of-town guests. The CSE members felt the event adds great vitality to Vail but, would like to see a broader demographic audience. Members suggested providing an event and entertainer post card to local merchants, info booth and a digital list/postcard to hotel concierges to assist with engaging the out-of-town visitors. • Vail International Dance Festival: Duncan Horner and Julie Kapala of Vail Valley Foundation, provided members with a brief summary of the PowerPoint recap the members received and the Foundation’s plans for the Vail International Dance Festival’s 25th Anniversary. Kapala stated the festival is widely considered as one of the premier dance festivals in the world as well as one of the largest. Kapala stated the festival increased attendance at more accessible performances such as 8150 Dance Challenge, Dance for $20.12 and Dance TV. Kapala said the lack of parking availability is always a concern for the patrons who attend this event. The 25th Anniversary is next year and Kapala informed the members there will be bigger talent, more shows and international press. Popular past performers will be returning for the anniversary. The Foundation is looking into scheduling availability of the Donovan Pavilion for next year’s festival. CSE members reminded the Foundation to encourage their patrons to utilize the town event buses. Members suggested expanding the festival into Arrabelle Square by partnering with the Jazz Festival for cost sharing of the Arrabelle tent. Additionally, members would like large name acts to be scheduled in the middle of the week to assist in over night stays. • Bravo! Vail Valley Music Festival: Jeanne Reid White and Meredith Richards introduced Bravo’s new President and Executive Director, Jim Palermo. Palermo expressed his interest in creating ‘cultural tourism’ for an international destination. Bravo expressed an interest in cross marketing/producing events with other non-profits as well as adding performances for the Latino community. The CSE members were provided a PowerPoint recap of Bravo’s summer of events and asked if they had any questions. Kundolf stated she was surprised at the demographic profile of Bravo attendees estimated average age of attendees showing the ages 18-44 being 2-3% and the age of 64-74 being 37%. Reid White said staff was working towards performances to attract a broader age of audience and encourage younger generations to stay as repeat customers into their later years as the current generations age out. Palermo said next year there will be music “pop-ups” throughout the town for people to gather and enjoy. Palermo stated a marching classical band may also be scheduled next year. Bruno requested brainstorming to really boost the 1st week during the Dallas Symphony Orchestra’s residency, ,stating that it’s part programming and part marketing that will bring the audience. CSE/Meeting Minutes October 3, 2012 Page 4 of 7 • Keen Vail Kids Adventure: Beth Pappas and Jamie Gunion with Vail Recreation District provided members with a PowerPoint recap of this 3 day event in their packets. All members liked this event and stated it brings a lot of vitality to town. The event sold out with a large waiting list. The event offers one day for kids to build their skills and then a two-day competition. The utilization of Ford Park Lower Bench allowed for many new, spectator-friendly obstacles and the zip line location on Gore Creek which was a big hit. Gunion stated next year they are considering adding a 14 year old category. Banks would like to see the event grow into a 4 day event and asked Pappas and Gunion what they would need to make that happen? Gunion stated to grow the event would take more volunteers and staff resources. Kundolf suggested having ski patrol help with staffing/volunteering and tapping Keen for dollar contributions in addition to in kind. CSE members strongly suggested event producers submit 2013 RFP asking for what they need to grow this event as members view it as a “Kids Mountain Games” – on par with Teva Mountain Games. • Lionshead Family Fun Club: Brian Hall, event producer of Lionshead Family Fun Club, reviewed the highlights of the PowerPoint recap provided in the members’ packets. The event was named #2 out of 7 best Denver Post “Sweet Summer Deals”. The event provides for high quality interactive and engaging activities and educational presentations. Hall stated his event partnered with the Vail Arts Festival, Vail America Days and Vail International Dance Festival to maximize the impact of all the events. Hall expressed an interest in cross-marketing on Memorial Weekend with marketing materials that showcase Vail summer events to allow families to lock in dates early. CSE members encouraged Hall to think bigger and request CSE support to grow the event as members see great potential. Hall thought of possibly moving the event to Vail Village next year. Kundolf stated she would prefer the event stay in Lionshead.  Motion to allocate $6666 towards event final payment. M/S/P: Kundolf/Kerstiens/Unanimous • Vail Rocks!: Shannon Foley Henn, with Love Hope and Strength, provided a Power Point to Members in their packets. Foley Henn stated that though the attendees numbers were better than expected for the hike the turnout for the free concert was much lower than anticipated. Foley Henn did acknowledge the weather that weekend was very wet and also contributed to the low attendee numbers for the free concert. Local attendees were minimal at 3%. Foley Henn stated this was due to Vail Daily not running advertisements. She stated they would need more support from local media and promotions to increase the numbers for next year. Kerstiens applauded that 100% of guests were from out of town. Foley Henn is hoping next year the event can be scheduled on Fathers’ Day weekend, which CSE members stated appeared to be a good fit for the target market. 2012 was capped at 200 hikers due to mountain infrastructure. 2013 goal is up to 700 hikers. CSE/Meeting Minutes October 3, 2012 Page 5 of 7  Motion to allocate $8,334 towards event final payment. M/S/P: Bank/Kerstiens/Majority Approved/Kundolf opposed • Vail Lacrosse Shootout: David and Jim Soran provided a PowerPoint recap in the members’ packets for them to review. Soran stated this year the tournament celebrated its 40th anniversary. Over 40 years the tournament has evolved from an informal get- together of a few teams to one of the largest and most well known lacrosse tournaments in the country. Teams travel to Vail from all over the United States and a few from Canada to participate. Soran stated the Vail Lacrosse Shootout is considered to be a premier summer lacrosse tournament and it has the reputation and standing in the lacrosse community as “the” tournament to attend. 2014 is the World Masters which will bring in more spectators. Kundolf asked if a pro-team coming to the event is in the future. Soran stated not a pro-team, but more international teams and a Women’s Master Division is being considered for next year. • Kick-It 3v3 Soccer Tournament: Dan Cramer and Bryce Thornburg reviewed the PowerPoint recap with the members, which were provided in the members packets. Cramer stated the event was extended to three full days with adjusted start times up to 10:00 am on Friday. All teams played Friday, Saturday and Sunday more teams into the town of Vail on Thursday night which ultimately generated more room nights. All games were wrapped up by 3:00p.m. Next year Soran hopes they will offer more activities, games, vendors and food within the event resulting in activities for the whole family including a potential expo village. Additionally, Soran is planning to work with the Kids Adventure Event next year to maximize the Vail experience for the participants. Soran would like to increase the number of international attendees by including the Vail event as a qualifier for teams from Mexico to go to the larger event at Disney World.  Motion to allocate $11,906 towards event final payment. M/S/P: Kundolf/Adkisson/Unanimous • Gran Fondo: Chris Lasky reviewed the PowerPoint recap with the members which were provided in the members’ packets. Laskey was subcontracted for operations by event owner, Star Events. A third party was subcontracted by Star to produce the expo. Laskey stated the event was far from what was presented in the RFP – marketing, food and vendor expo, and ride support was inferior. Star Events advised Laskey there would be several national and international events as part of the 2012 Gran Fondo program. In reality, only 2 events were produced – San Diego and Vail, both with minimal marketing. Bruno asked who should have had oversight of the event, Laskey answered that Star Events was responsible. 30-40% of attendees were from out of state. While Laskey sees potential for future Gran Fondo style events, he is no longer willing to work with Star Events. Cannondale has indicated interest in an event in Vail which Laskey would want to operate without Star Events. CSE/Meeting Minutes October 3, 2012 Page 6 of 7  Motion to deny the final payment to Star Events of $13,334. M/S/P: Kundolf/Bank/Unanimous Event Recruitment Process Draft • Drafted Revised Score Card for Approval: Sutner presented suggested revised score card. In alignment with Town Council and VLMDAC, the CSE board revised the score card parameters. There were small but significant changes to how the CSE will score event submissions; notably related to Vail Brand and Demographic fit, event performance, and marketing. The score card was revised to include: Criteria Rating Does The Event Have Potential To: Increase Room Nights 0-20 Increase Sales & Lodging Revenue 0-10 Drive Group Business 0-5 Brand Fit Is the event aligned with the Vail brand and 0-10 does it bring it to life experientially on its key dimensions: 1) Physical vitality 2) Cultural vitality 3) Emotional vitality (additional weight will potentially be given to those events that begin to articulate Vail's strategic objective of developing the notion of Health & Wellness) Timing How well does it help achieve an optimal 0-5 calendar of events against occupancy opportunity and Town of Vail available assets (human and capital) Demo Fit Does it help optimize visitor mix 0-10 - In-state over night guests - Destination visitors - International Performance How well will it perform financially - Revenue 0-10 - Leveraged media exposure 0-10 Producer Qualifications CSE/Meeting Minutes October 3, 2012 Page 7 of 7 Expertise, local knowledge, ability to financially 0-10 leverage Marketing Strength How effectively will it be marketed 0-10 Sutner stated that, based on listening to today’s recap presentations, the CSE must do a better job in defining exactly what the Vail Brand is as event producers are confusing it with the Town Council mission. A CSE member discussion was led regarding adding ‘health and wellness’ bonus points and was dismissed as the mindset of health and wellness is positioned within current line items. McDonald requested Hefferren email revised score card to all event producers submitting for 2013 RFP.  Motion to accept the criteria as presented with changes as discussed. M/S/P: Bank/Adkisson/Unanimous • Memorial Day Addendum: Discussion was held to determine if Event Producers would receive an addendum to October 15, 2012 RFP deadline if submitting for Memorial Day 2013 event. Hefferren to advise event producers via email if they have a Memorial Day proposal in progress, please submit as is. Based on today’s board meeting, CSE will likely be creating an extension based on market research currently under way to determine most effective event concepts for the summer kickoff weekend. When research is completed, a clarification to the RFP will be provided which may focus CSE specific strategic direction. This does necessarily invalidate original submission, but CSE suggests checking the submission at that time against the clarified direction following the research. Final decisions on Memorial Day events submissions will be made at December CSE board meeting on Dec. 5, 2012. Discussion and Agreement on CSE portion of 10/18 Agenda: a. Event Economic Impact Study – RRC b. CSE Strategic Direction Presentation – Adam Sutner c. Marketing Checklist – Adam Sutner - d. VLMD Intercept Study Presentation – Doug Westkow e. Mission Statement, objectives – Jenn Bruno f. Memorial Day Subcommittee debrief – Adam Sutner New Business and Community Input: NA  Motion to Adjourn @ 12:05 p.m. M/S/P: Kundolf/Bank/Unanimous Next Regular CSE Meeting: Wednesday, November 7, 2012 @ 8:30 a.m. The Grand View (Located on top deck of LH Parking Structure)