HomeMy WebLinkAbout2013_04_03 CSE MinutesCSE/Meeting Minutes April 3, 2013 Page 1 of 7
MINUTES:
Town of Vail: Commission on Special Events Meeting
Town Council Chambers
__________________Wednesday, April 3, 2013 @ 8:30 a.m.______________
CSE Members Present: Jenn Bruno
Sonny Kerstiens
Rayla Kundolf
Bobby Bank
Dave Chapin
Barry Davis (*arrived @ 10:20)
CSE Member Absent: Amy Cassidy
TOV Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Others Present: Adam Sutner, MKT Vail/Strategic Consultant to the CSE
Clare Hefferren, Callosum Creative/CSE Event Liaison Consultant
Katie Tillie and Missy Johnson, Highline
Beth Slifer, VLMD Chair
Missy Johnson, Katie Tillie, Highline Sports
Rhonda July, Soul Fest
Ronald Delp, Lone Star Security
Leon Fell, King of the Mountain Volleyball
Sandra Perrig, Vail Valley Partnership
______________________________________________________________________
CSE Chair, Jenn Bruno, called the meeting to order at 8:30 a.m.
1. Administrative Items
a. Approval of the Minutes of the CSE Meeting of March 6, 2013
Motion to approve the Minutes of the meeting of March 6, 2013, as presented.
M/S/P: Bank/Chapin/Unanimous
b. Confirm quorum for May 1 CSE Meeting: Dave Chapin – no, all others confirmed*
c. Navas informed the group that there is no money available for any additional special
event funding in 2013, and many contracts are beginning to be paid out. The current
Financial Spreadsheet will be posted to the Laserfiche site, under Agendas and Support
Documentation for the April 3, 2013 meeting.
d. Final RRC survey report/update on progress of 2013 attendance research:
McDonald reported that survey data for the full year of 2012 has been finalized. Holidaze
came in 2nd daily per capita in average daily spending per person, but noted that it takes
place during the highest spending time of year.
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She then reported that the 2013 Special Event Attendance Survey is underway, and will
include all of the publicly funded events. The following events, which were either not
surveyed last year, or are first year events in 2013, will also have a full Economic Impact
Survey taken.
• Winter Mountain Games
• Burton
• FEAST! Vail
• USA Pro Cycling Challenge
• New Year’s Eve
CSE members noted that it will be interesting to compare RRC’s numbers with those
presented by the event producers as part of their recaps.
The ongoing survey results will be reported at the monthly CSE meetings, as associated
with the scheduled event recaps.
2. Event Liaison Update to the CSE: Hefferren distributed a packet of newspaper clippings
illustrating the marketing efforts of many of the recent and upcoming events.
a. Taste of Vail: A Tier 2 event that has done a good job, and completed all of the checks
on the Marketing Checklist on shedule. She encouraged the CSE to take a look at their
Facebook link- where they show 2500 followers.
b. Spring Back to Vail: As a Tier 1 event, does not need to demonstrate compliance with
specific checks, but Hefferren noted that they have done an excellent job to date.
c. Feast! Vail: A Tier 2 event, which has completed 3 of 10 targets on the Marketing
Checklist and are on schedule to date. Kundolf noted that the proposed logo strongly
resembles that of the Taste of Vail. Johnson and Tille stated that they would address the
concerns with the Taste of Vail directly.
d. Vail America Days: (90 days out): Also, a Tier 2 event in its first year of production by
Highline, is on target for marketing compliance, with a goal of going live with the website
next week. Johnson stated that they want to make sure that they have the brand “right”
before setting up. Navas noted that, although the cash funding from the CSE for this
event is $40,000, there is an additional $31,500 in the fireworks contract carryover from
2012.
3. VLMD Brand Positioning Update: Incorporating the Health and Well Being Pillar
Adam Sutner
Beth Slifer spoke a few words of introduction and referring to the strategic planning
recommendations of James Chung and the current and old research, stated that the
VLMD continues to struggle with how WELLNESS is ever going to fit in with their
strategic planning. After several years of effort to initiate programming, they have agreed
that is not the VLMD’s job. However it remains that the VVMC and the wellness ideal is
strategic priority for 2013, and a valuable arena for Vail to be in.
Sutner: Presented VLMDAC new wellness branding strategy deck. It’s not just Vail
concept, it’s a national concept.
Bank: Was there any thought of using “well being” in the center of diagram? Sutner:
Consumer benefit of well being in ‘living life at a fuller level” – unique to Vail due to
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combination of physical, cultural and well being. Term “Well being” is not well known or
understood enough yet by consumers.
Kerstiens: How impactful are digital communications? Sutner: Digital space sensibility –
lateral enterprises which appeal to Vail as well. Examples: Calistoga, Napa, Arizona.
Distribution of video in digital domain – serving it on sites where profile seen. Examples:
Patagonia.com home page, OutsideMagazine.com
Kundolf: We need to tke pride in the soul, spirit and history of Vail, and remember that
we are accountable. She encouraged the inclusion of the concept of year- round
“vibrancy.” Sutner: Only succeeds when customer comes to Vail and experience pays it
off, the CSE is at the heart- “you create the experiences.”
Slifer: Agrees with Kundolf. Community passion is what makes Vail different and,
combined with our other assets, is what makes it work and deliver.
Bank noted that is is helpful to see how the winter and summer brands have become
aligned.
McDonald reported of the recent visit by a number of business leaders from Truckee
who observed that “Everyone seems so happy to be here! ” Our love as a community
shows.
Sutner: May-Oct brand is equally powerful to Winter with a singular message – creates
brand integration.
Bruno: Enjoys “aspirational. ” We want people to be here without forcing them to be told
it’s healthy. Sutner: Work hard, play hard.
CSE members were uniformly supportive of the concept as presented.
4. Leon Fell/King of the Mountain Volleyball: Remarking that this is the “biggest event in the
valley that no-one knows anything about,” he assured the CSE that “we are not forgetting about
the tournament itself, we are attempting to create a Special Event around the event and
enhance it’s visibility.”
Fell: 2012: 575 participating, up 68 teams in 2012. 85-95% returnees per year.
2013: Juniors divisions growing – and intend to grow that group.
New AVP (Association of VB Professionals) is now relaunched
Fell described event enhancement per the document included in the packet. Venues under
consideration: Solaris, Mtn Plaza, Golden Peak under Chair 12.
Navas: At Solaris on Saturday, Vail Rocks! Stage facing from North International Bridge
including liquor license. Shannon Foley is open to collaboration.
If AVP included, “AVP at Vail’ within working title of King of the Mountain Open, has a
strong marketing visibility.
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Kerri Walsh (1/2 of the US Olympic multiple gold medalist team of May and Walsh) has
agreed to come to Vail during the King of the Mountain Open to help promote the “new” AVP
Pro Beach Tour as well as to enhance the growth of the Vail event and promote greater
participation in the sport. $15,000 appearance fee for the weekend.
Pared down option: Kerri Walsh, John Hyden, Angie Akers at existing courts on the Soccer
Field.
If court in Vail option: Keep court busy by bringing games into the village. Finals Sunday
afternoon.
Kundolf: Thank you.
Chapin: Why not Arrabelle ice rink? Fell: Can’t get trucks in to Lionshead to bring in the
sand. Sutner: There is also Lionshead Yard.
Fell: Latest date to sign up for clinics? 2 days prior. Word can get out there quickly for 2013
marketing.
5. Restaurant Week Update: Restaurant Group – Brian Nolan
This item was tabled as no one arrived to provide the information.
6. FEAST! Vail Update: Highline- Missy Johnson and Katie Tillie
Missy Johnson: Overarching brand of Vail culinary or distinct identity for the event? Highline
is taking both into consideration. McDonald suggested that they speak to Kristin Yantis, PR
representative of both the VLMD and of the Taste of Vail. FEASTt! Vail is being
recommended to the VLMD as the kickoff for summer push. On April 19 a brief overview to
VLMD is scheduled.. Highline will provide local marketing efforts, the VLMD will produce the
front range and national efforts. Johnson: Agreed.
Katie Tillie: Schedule has been announced and website will be released week of April 8.
The f ocus for 2013 is collaboration – food and wine. “One big community” buy-in from
restaurants. Examples: Burgers and Bordeaux, Bubbles and Brunch. Many restaurants have
signed on. Showcase Vail Restaurants and Chefs against “the others.”
Sutner: Guest Chefs – contracts in communication. Want them for the whole weekend and
accessible to guests. VLMD media push on- air begins May 1.
Johnson added that to promote full community engagement, they will be pushing all Vail
restaurants to include a “Feast!” menu item.
McDonald: Go NOW and tell restaurants about event. Get word out now so they are open.
Kundolf: One sheeter: Will add Feast! to flier being handed out next week, April 8. Missy to
execute. Also doing a teaser postcard piece.
Bruno: Cross market with the upcoming spring events- ie.e.ask other event producers to
post: “I liked Taste of Vail. If you liked that , you’ll like Feast! Vail.” She also added to make
sure that the retailers are “in” as well.
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Davis arrived at 10:20.
7. Vail HoliDaze Discussion: Adam Sutner
Historical reason for the event: Choose Vail and don’t make other plans. HoliDaze partner to
SnowDaze. Key components have become: Ice Skating show and kid zone. Ranked as #2 daily
spend from the Economic Impact study. Vail Mountain is looking at pulling out funding (~150K)
Options to consider: Vail Resorts focus on SnowDaze & TOV be 100% accountable for
HoliDaze based specifically on community needs – ice show, kid zones, Christmas tree, etc.
ballpark $75-100K. Pursue TOVC, sponsorship. Econ Development and TOV staff
recommendation is that the event should stay. Should start funding process now.
Chapin: For $150K what was Vail Resorts providing? Incremental and concerts.
McDonald suggested she and Sutner work with Highline to come to May CSE meeting and
bring budget options in collaboration with CSE, and bring ideas and funding recommendations
to the table.
Kundolf : Community is invested in 4th of July and HoliDaze. Explore a community co-op in
sponsorship with Meadow Drive, etc.?
8. Vail Soul: Status of event production elements Rhonda Jackson updated the CSE on the
current status of the production elements for this summer’s event, as requested:
• Liquor potential partner: Diagio
• India Arie 35-50K. Speaking to talent options dial, budget negotiations are underway. “We
can deliver on talent, but cannot bring all.”
• Develop a Friday meet and greet: Acoustic Set.
• Local event producer: Laurie Asmussen – contract is secured.
• Navas: Share Arrabelle Tent use with Jazz Fest to help minimize costs? Jackson: Spoke to
Alpine Rental. Pay rental fee, but share set-up/take-down. Also consideringThursday: Cross
promotional event for Soul & Jazz – free event – Soul Fest declined due to budget. Will
promote Vail Soul Fest in Jazz Fest program.
• McDonald’s, without Youth component of the event, is not interested.
• Sponsorship – working on auto sponsor. Confirmed 2 sponsors: McDonalds, Verizon.
Seeking for media partnership – Clear Channel.
• New: Vail Village activation.
Davis: What brings attendance? Jackson: The new video promotion, DJ’s, the artists.
Davis: “Location alone won’t drive attendance. Vail Village is an enhancement.” Bank added,
that the problem isn’t “where to eat,” its getting more people here.”
At 10:45 a.m.
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Motion to adjourn into Executive Session pursuant to: 1) C.R.S. §24-6-402(4)(b)(e) -
to receive legal advice on specific legal questions; and to determine positions, develop a
strategy and instruct negotiators, Regarding: Vail Soul Music Festival
M/S/P: Davis/Kundolf/Unanimous
At 11:20 a.m.:
Motion to reconvene the regular meeting, and statement that nothing was
discussed in the Executive Session that was not noticed.
M/S/P: Davis/Kerstiens/Unanimous
Motion to withdraw the $40,000 funding allocation to Legacy Entertainment for the
2013 Vail Soul Music Festival, for the following considerations:
o Outstanding debt from 2012 event
o Concept presented today is significantly different from what was funded
o Poor sponsorship development
o No confirmed talent
o Overall lack of confidence in the operational abilities of the producer
o Missed the spirit of where the event should go
o Marketing focus changed from National to Local
o Lack of financial viablitiy base on historical actiosn and a proposed 2013 budget
that is not viable or realistic
M/S/P: Davis/Kerstiens/Unanimous
Bruno to advise Rhonda Jackson, Navas will prepare a letter.
9. New Business and Community Input
• Bank introduced a suggestion to add a competition component w/prize money, similar to the
Town Race Series, in order to give more vitality to the Whitewater Kayak event. Stating that
he had spoken to Sean Glackin and that he was excited by the concept, Bank proposed an
additional $2,000 in funding.
• Fell requested additional funding consideration for the previously discussed enhancements
to the King of the Mountain Volleyball Tournament.
• McDonald noted that there is now a “calendar hole” the weekend of Aug 16-18, based on
the cancellation of the Soul Music Fest.
• Sutner introduced another opportunity and described an offer for Vail to host a casting call
for the TV Show “Survivor, ” which is currently scheduled to take place in Denver. CBS,
which will air the program, has indicated an interest in moving the event from Denver to Vail
on the weekend of our choice, filmed, aired on CBS Channel 4 and possibly on CBS
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network. No cost for show – production support to stage. Venue: Possible Solaris ice rink –
stations/stunts. Estimated production support ~$20K. Can choose any date CSE/VLMD
would like in Summer 2013. CSE funding for production / VLMD funding for media buy. FYI:
Warrior Dash, in Copper Mountain, is Aug 17th.
• CSE members reviewed the options for the $40,000 now remaining in the budget: King of
the Mountain, Vail Holidaze, Vail Whitewater Kayak Demos and the “Survivor” Casting Call
live television programming.
Motion to approve $15,000 for the King of the Mountain Volleyball Tournament in order
to secure the talent and provide additional marketing enhancements as presented earlier in
the meeting; and contingent on AVP, marketing, timely recaps and updates.
M/S/P: Chapin/Kertstiens/Unanimous
Motion to approve $2,000 to the Whitewater Kayaking Demos to provide prize incentives
to grow the event.
M/S/Motion failed: Bank/Chapin. Chapin and Bank voted in favor, all others voted
against the motion, which failed by a vote of 2-4.
Motion to hold $2,000 in reserve and consider at request and formal proposal from Alpine
Quest Kayak at the May 1 CSE meeting.
M/S/P: Chapin/Davis/Unanimous.
Adjournment: Motion to adjourn @ 11:55 a.m.
M/S/P: Kundolf/Davis/Unanimous
Next CSE Meeting:
Wednesday, May 1, 2013 @ 8:30 a.m.