HomeMy WebLinkAbout2013_11_06 CSE MinutesTOV/CSE Minutes November 6, 2013 Page 1 of 20
Minutes:
Town of Vail: COMMISSION ON SPECIAL EVENTS (CSE) MEETING
Antlers at Vail Condominiums and Conference Center
Wednesday, November 6, 2013 @ 8:00 a.m.
CSE Members Present: Jenn Bruno
Amy Cassidy
Dave Chapin
Barry Davis
Rayla Kundolf
Bobby Bank
Town of Vail Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Others Present: Haley McNeill, Acting Secretary for the CSE, contracted through
the Vail Valley Partnership (VVP)
Brian Nolan, Sarah Franke, Ruthie Carlson: Group 970: Vail–
Beaver Creek Restaurant Week
John and Jodi Knight: The America Cup International Fly Fishing
Tournament
Beth Pappas, Jamie Gunion and Joel Rabinowitz: Vail Recreation
District (VRD) and Kids Adventure Race (KAR)
Helene Mattison, Grand Traverse Adventures (KAR)
Brian Hall: Blue Creek Productions
John Stone, Jamie Stone: DiscoverWell
Stephan Schmid: Sonnenalp Resort
Missy Johnson, Katie Tille: Highline
Robin Litt, Vail Jazz Foundation
Cabal Yarne, Frank Hall, Amad Akkad: Lionshead Merchants
Association
Sandra Perrig-Holst, Vail Valley Partnership (VVP)
Greg Moffet, Angela Muller, Chris Chantler: Taste of Vail
Laura Lodge: Big Beers, Belgians and Barleywines
Jon Boord: Solaris
Carl & Cynthia Bruggeman: Speckled-Hound Consulting
Scott Bluhm, Mike Imhof: Vail Valley Foundation
Jim Soran: Vail Lacrosse Shootout
Cathy Ethington, Scott Robinson, Heidi Heltzel: Can Do MS
Michelle Maloney: Vail Valley Charitable Fund
TOV/CSE Minutes November 6, 2013 Page 2 of 20
Laurie Asmussen: Eagle Valley Events
Ariel Rosemberg: Lakeside Stride
Rhonda Jackson Sams, Ray Sams, Kristen Texler: Vail Soul Music
Festival
Mark LeVarn; Vail Farmers Market & Art Show
Michael Holton and Meg Stepanek: Vail Valley Medical Center
Steven Wallis: Colorado Events
Doug Landin, Taylor Slaugh, Don Welch: Vail Automotive Classic
Sven Bean: Alliance Media Group
James Gill, Francesca Conte: Bad to the Bone LLC
Leon Fell: King of the Mountain Volleyball
Sean & Cory Glackin: Alpine Quest
Euginnia Manseau: Ski & Snowboard Club Vail
Meeting Materials may be viewed at:
http://www.vailgov.com/WebLink8/Browse.aspx?startid=34151&row=1&dbid=0
CSE Chair, Jenn Bruno, called the meeting to order at 8:08 a.m.
Administrative Items:
Approval of the Minutes of the CSE Meeting of October 2, 2013
Motion to approve the Minutes of the meeting of October 2, 2013, as presented.
M/S/P: Kundolf/Davis/Unanimous. The motion passed 6-0.
CSE Member terms expiring December 31, 2013: Bobby Bank and Rayla Kundolf. Neither
is term limited. Sonny Kerstiens resigned, effective October 21, 2013, to take a position in
another state. Jenn Bruno and Dave Chapin were elected to Town Council, and are ineligible
to serve on the CSE after they are sworn in on November 12, leaving a total of 5 open seats
on the CSE.
“Persons interested in serving on the CSE board should submit letters of interest and
experience to the Vail Town Council, Attn: Tammy Nagel, Acting Town Clerk, 75 South
Frontage Road, Vail, CO 81657 by mail or in person no later than 5:00 p.m. on Tuesday,
November 26, 2013. All applicants will be interviewed by the Town Council at their afternoon
work session on Tuesday, December 3, 2013, with appointments to be made at the evening
Council meeting on December 3, 2013.”
Qualified applicants must be Town of Vail residents, business owners, property owners, or
those who are employed by a Town of Vail business.
New appointees to the CSE may attend the December 4th CSE meeting, however since they
will not be sworn in until after the first of the year, they will not be eligible to vote.
TOV/CSE Minutes November 6, 2013 Page 3 of 20
Motion to appoint Barry Davis to replace Sonny Kerstiens as temporary CSE Vice-
Chair through December 31, 2013. M/S/P: Cassidy/Bank/Motion passes 5-1, with
Kundolf voting in opposition.
Review of Strategic Policies and Procedures for Determining 2014 Funding Allocations:
VLMD can help fund in marketing of events. Budgets have been allocated, but for specific
events, forwarding a request for further consideration must be included in the motion at the
next meeting. The CSE is to work with in the budget for the budget allocation process.
Changes in the minutes for the October 2 meeting include more administration support through
Dec. 4 meetings and selected marketing support for specific events.
Discussion ensued regarding the partnership with the CSE and Vail Lacrosse Shootout
Changes to event producer RFQ
Create packet materials. Event producer needs to know what is expected without too much
paper work. Job will be posted on Nov. 7 and the top 3-4 candidates to be interviewed by the
CSE on Dec. 4 and appointed on Dec. 31.
Remaining funding administration personnel has been allocated to the VVP for meeting
minutes through Dec. 4.
CSE funding allocation score card tally’s need to be given to Navas by noon on November 7,
in order that the November 11 meeting can be posted by Friday afternoon. Kundolf offered to
assist with score card processing over the weekend. Numbers will be a point of departure for
discussion. Numbers must not exceed the budget of $843,300. Any event holding outstanding
debt to the TOV will result in no funding from the CSE. OK to ask producers if venues have
been secured. Chapin explained this is fair. Tier 3 events are those receiving less than
$10,000. These events will receive their allocation in one payment and will not be required to
provide independent event survey data as part of their recap to the CSE. Tier 2 events are
those that will be required to provide independent survey data and to participate in the
marketing check list program. Tier 1 events are not required to participate in the marketing
checklist program, but will also be required to provide independent survey research data as
part of their recaps. Both Tier 1 and 2 events will receive their allocations in three installments:
#1 upon signing the Letter of Agreement, # 2 upon meeting required marketing and Special
Event Permit requirements, and # 3 following the presentation and approval of a full event
recap. All categories of events are requested to submit any marketing materials to the Town of
Vail for “brand” approval.
Changes made to the event spreadsheet sent out to CSE on Nov. 4 included:
Vertical Express: request for $5,000
Tour of Vail change in proposed date to June 13-15
TOV/CSE Minutes November 6, 2013 Page 4 of 20
With respect to the list-form calendar that was distributed the events highlighted in pink
indicates events that are likely to have more than 5,000 attendees on a single day; information
as requested by the Police Dept. Finally, the Pro Dog Challenge event, shown on January 24,
will most likely be cancelled.
Kick It 3v3 Soccer representatives were unable to attend, but communicated their plan to use
the Edwards soccer fields for the 2014 tournament only. They plan to host a “pre-event
Opening Ceremony” gathering in Lionshead on Friday evening, and reproduce the “King of the
Pitch” again in Solaris on Saturday evening. Vail Rocks! was also unable to send a
representative, as they are presently traveling. Howard Alan Arts Festivals and the Vail Film
Festival producers agreed to be available for questions via phone.
Review Financial Status and Approval of 2014 Budget Proposal:
Motion to approve the 2014 Budget as presented.
M/S/P: Kundolf/Davis/Unanimous- The motion passed 6-0.
Review and approve RFQ for CSE/VLMDAC Event Liaison: McDonald explained that the
revised RFQ puts a stronger focus on administrative support to the CSE Coordinator than the
previous version. Marketing support for individual event will be determined by CSE direction.
The position will be funded as a 50/50 split between the CSE and the VLMDAC, with each
entity contributing $15,000 towards the position. Kundolf clarified that activation and marketing
support would be directed and accepted by December 4th.
The intent is to post the RFQ by the end of the week, with an application deadline of 3:00 p.m.
on November 22, narrow the field to a maximum of 3 by December 2 and interview finalists on
December 3. The CSE will listen to presentations, and make an appointment at their meeting
on December 4. The contract term will be from January 1-December 31, 2014.
Motion to approve the RFQ and decision making timeline for CSE/VLMDAC Event
Liaison in 2014, as presented.
M/S/P: Chapin/Kundolf/Unanimous. The motion passed 6-0.
Review strategic policies and procedure for determining funding allocations:
Presentations/Q&A/Review: 2014 CSE Special Event Funding Applicants
Taste of Vail: Chris Chantler, Greg Moffet, Angela Mueller
Debut of Rose event confirmed for Wednesday evening in Lionshead, and the hope is that it
will encourage people to stay an extra day for festival. If “done right” this is will be the national
debut for pink wine. Not a traditional demographic appeal, looking to expand demographic to
include more women and millennials. CSE is looking at a 10 percent cut in event funding – can
the lamb event function without funding in order to fund rose event? No profit taken out of
event – this event is for Vail. Objective for 2014 is to grow event, to reach a wider national and
TOV/CSE Minutes November 6, 2013 Page 5 of 20
destination traveler. VR is helping to market via social media and they placed an ad in Epic
magazine. Event no longer benefits charity; the goal is to promote Vail lifestyle. Event has
received national publicity as a top national food event. Not looking for TOV to be sole sponsor
of event, actively looking to develop relationships with other sponsors. Lionshead Rose event
to include Lionshead restaurants that are not normally included in Taste of Vail. Hired Gabrie
Higbie as a sponsorship director and Kristin Yantis for PR. Biggest secured cash sponsor?
Answer - none. Pre-event discussion about appropriate trash containment is necessary.
Looking to hire Honeywagon to address the annual trash issue post event. Is there a
secondary place for on mountain picnic? Answer – another option is established, if there is
adequate advance warning of inclement weather. “We fully intend to do something different
with Grand Tasting; it’s a matter of money but looking to make it appear more of a lifestyle
event.” Kundolf pointed out that there is a cookbook possibility.
Vail Culinary Demonstrations: Brian Nolan, Ruthie Carlson, Sarah Franke – Group 970
Plan to duplicate what the restaurant group currently does in Beaver Creek. Nolan remarked
that this is the most successful activation that Beaver Creek supports. Culinary demonstrations
draw a large number of spectators from all over. Speaks to culinary message from VLMD.
Looking to erect a tent to host demonstrations for entire summer beginning June 27, or even
by Memorial Day weekend in the future. Has worked with VR for locations that can be
accessible, near ticketing offices and ideal for events. Crowds of 40-60 expected, 25x25 tent to
accommodate kitchen and seating. Incremental tax generated? – Nolan can’t speak to what
the reality is but he thinks it drives more traffic to restaurants post demos, more than any other
marketing effort they have done in their 13-year history in BC. Have not yet met with
Lionshead merchant association. Funding an ongoing event, not a new event. Funding mainly
needed to buy a tent. Lionshead merchant group to contribute to this event through fund
raising. If the demonstrations don’t work, Group 970 will back event. Willing to share event
tent? Answer - ownership of tent open to Lionshead Merchant Association, CSE or share it
with other events. Lionshead Merchant Association will take responsibility to maintain the tent.
This is an opportunity to rent out tent for other events and generate funds. Every restaurant in
Vail has the opportunity to hold a demonstration, Lionshead Merchant Association will program
and run events. Each restaurant has to be willing to make portions for 60-70 people, complete
menu prep, take down and do the actual demonstration. Schedule to be set in April – first
come first serve for all restaurants. Will market schedule through summer. Wine might be an
issue if part of the demonstration, and will be determined as part of the process. If wine in
included in demonstration it will be no charge and will provide a pairing. Kitchen in the tent will
be set up permanently through summer. Area for tent might need some electric utility set up.
The restaurant group is hoping to get kitchen equipment sponsored through a contact of
Nolan’s. Start early with schedule and expand over holiday weekends, etc. Unsure of reaction
from restaurant community. Butler Tents looking to get a bid and provide information about
size and color of tent. Event is something to draw people to Lionshead. Nolan remarked that if
cost is less than allocation, funds will be returned to the CSE at the end of the season.
Navas remarked that what the CSE allocates should stay with event, returning to TOV will
go to the general fund, not events.
TOV/CSE Minutes November 6, 2013 Page 6 of 20
Kundolf – GoPro games could drive people to Lionshead. July 4th could be included in
schedule.
Bank – cost of tent? - $8000 or more.
Vail-Beaver Creek Restaurant Week, 2013 RECAP and 2014 Funding Request:
Ruthie Carlson, Sarah Franke, Brian Nolan.
Nolan – Valley came together for this event, really exciting collaboration. Thanks for everyone
to get this event going. Entire allocation of funding was not used because marketing ad
placement received discount after placements were made. Did not anticipate discounted ad
placements. Website URL worked well for traffic. Ideas are in place next year for next year to
add to the website. Depending on restaurant, some offers lost money others were not
aggressive enough. Aspen looking to do event and hoping not to overlap dates. Overall, 45
restaurants between Vail and BC participated, 34 in Vail. Non-participatory BC restaurants are
adjusting to make sure they can participate in 2014. Chophouse special went over extremely
well, sold a lot of lobster. Negatives included: balancing profitability and marketability. Moving
the event a week later.
Kundolf – this event worked. It was a very positive partnership. A lot of restaurants that did
not participate were unhappy that they did not. Love the logo.
Cassidy – website was great.
Bruno – great response from locals. Edwards restaurants were jealous they did not
participate.
Motion to approve the recap as presented and release the final funding
disbursement, as billed*, to Vail-Beaver Creek Restaurant Week.
M/S/P: Kundolf/Bank/Unanimous. The motion passed 6-0.
*The event was originally allocated $21,500, had been paid a total of $14,833.67 but only billed
the third installment at $4904.39, which resulted in $1761.94 less than the total that had been
allocated, due to unanticipated cost savings.
Big, Beers, Belgians and Barleywines, January 9-11, 2014: Laura Lodge
Venue secured, no debt. The early January date of the event presents a calendar challenge.
Funding would be used for staff time and marketing to ensure the event will grow and become
self-sustainable and thrive. Currently the event does not fund either staff time or marketing
cost. Looking for further funding beyond three years. Event could possibly move, it’s big
enough for year round support. Trade sponsorship through brewers. Potential impact could
triple 500 room nights. Difficulty to market to locals currently. Almost 100% of funding would be
used for marketing. Cascade supports and invests in the event, currently contracted for next 3
years. Looking for joint effort to make it bigger and better. Timing of event is ideal. Lodging
community very supportive by providing discounted rates. Vail Daily provides platinum level
sponsorship, so does TV8. Other marketing efforts include Front Range press release
distribution. Beer magazine trade ad currently runs as well. Funding will allow a year of
support. Looking for a three-year push. Looking to expand room nights at Cascade from over
300 to 500 in 2014. EcoTransit provides free transportation to participants. Not looking to
TOV/CSE Minutes November 6, 2013 Page 7 of 20
expand down valley for travel liability reasons. Important to begin marketing effort ASAP for
2014 to be able to reach out to craft brew industry and create buzz throughout a year. Begin
marketing for 2014 event after New Years Eve.
Navas noted that 2013 dollars cannot be spent in 2014, and 2014 dollars cannot be spent in
2015. McDonald added that there might be a need to explain to the Finance Department the
unusual timing of the funding vs. the date of the event which occurs annually in the first week
in January.
Feast! Vail, May 23-26, 2014: Katie Tille and Missy Johnson – Highline
Great feedback. Need more lead-time for programming and marketing efforts to make this
event more effective. Front Range chefs already interested in coming back for another event.
For next event, looking to feature more of a lifestyle and culinary message. Looking to expand
events to accommodate more people but keep intimate feel. There are a lot of ways to
enhance last year’s event by engaging more restaurants and encouraging guests to
experience restaurants. Highline cannot produce the event with out funding. Looking to make a
Memorial Day the summer kick-off.
Bank – like to see more on Feast earlier. Less of a last minute scramble. Continues to
dislike the name: Feast does not align with health and wellness message.
Bruno – working with Taste of Vail would be an easy way to get the word out. Would love to
see more restaurants involved and something to do on Saturday. Working with the
restaurant community to accommodate needs.
Kundolf – we may not make mark on this event because of the reduction in this year’s
funding. Make event better, not grow it. If we don’t fund this, the event will not happen?
Answer – yes.
Gourmet on Gore: Katie Tille and Missy Johnson – Highline
Hit full stride this year. Elevate open air tasting. Focus on the overall experience. Sponsorship
was helpful in bringing more community engagement. 34 participants. Without funding the
event won’t happen. Looking to improve communication and placements of tents.
Chapin - Agency fee does not wavier, flat fee? Marketing done in house, room to move in
the budget.
Navas – from a production perspective Labor Day weekend was difficult due to large
crowds. We need to be more sensitive to merchants and the placement of cooking
equipment.
Spring Back to Vail: Katie Tille and Missy Johnson– Highline
This coming year’s changes will include a full week, starting with head liners and ending with
pond skimming to capitalize on Easter week crowds. Event still funded by Vail Resorts and
robust marketing platforms via VR are used to promote event. Not sure if event funding will
increase from VR. This year is different than last year because it’s not the 50th. Concerts on
Easter have generated good for crowds in the past. In past years, expo weekends happened
twice and there is a possibility for that again this year. No plan for additional headliner concert
on the second weekend. This year will be a more official close of season, weather pending.
TOV/CSE Minutes November 6, 2013 Page 8 of 20
Event has gained traction as the end of year celebration. Marketing messaging to shift.
Operational funding outweighs marketing funding.
Vail America Days: Katie Tille and Missy Johnson– Highline
No event debt. No location secured yet. Looking to have programming be parade, fireworks
and following day evening entertainment to expand the weekend stay. We heard great
feedback for food, atmosphere and overall event. Solaris is a great place but there are issues
with layout and there is room to move the event. Looking for any CSE direction to make the
event better. Focus on Friday event and streamline event based on what worked. The 5th is
incorporated to capitalize on the families still in town.
Bruno – if you could not get Solaris plaza? Answer – change venue. Ok to co-exist with
another event? Answer – would depend on the event.
Navas – fireworks still an issue for location depending on what type used. More
conversation needed.
Jon Boord, representing Solaris request for July 4th programming in their plaza.
No plan yet. Goal is to do something similar to what has been done in the past. Something that
includes food, drinks and music. Maybe opening grass area for kids. Spoken to Matsuhisa,
Bol, Yetis Grind and Cinebistro to provide food. We have no problem working with Highline.
Looking to do something within comfort level. Events open to public. Looking to utilize and
promote Solaris vendors. Not asking for funding, would partner and collaborate with Highline.
Volume and quality is an issue. I want don’t vendors “smoking out guests.” We don’t want
overlapping vendors from outside competing with Solaris vendors. Communication must take
place for this event to be successful. This event is about the guest experience.
Oktoberfest: Missy Johnson and Katie Tille – Highline Sports & Entertainment
No changes. Would include good food and authentic beer again this year and continue
emphasis on enhancing a more culturally traditional atmosphere. Lionshead was a great
success. Look and feel of event was great. Gained local traction. This event has evolved. We
saw huge crowds both weekends but it’s definitely a mix of front rangers and destination
guests. It is a risky event; if it rains crowds pour out. Two weekends equals two authentic
experiences for the guests.
Kundolf – Can we spread the event past Lionshead to include more local business like
Sonnenalp and Alpenrose. Lionshead is more of the destination guests and Vail more local.
Bruno – Bring the experience up in Vail. Don’t change Lionshead.
Navas - SnowDaze, Holidaze New Years Eve recap to happen after events have taken place.
-Skipped break
Noram Cup: Euginnia Manseau - Ski and Snowboard Club Vail
TOV/CSE Minutes November 6, 2013 Page 9 of 20
This year - first ever free style event, only a few in Canada and North America. Will also host
Alpine race and expand discipline and to host more international athletes. A lot of athletes train
in early season when the town is empty. Have partnered with local hotels to give guests
incentive to stay in Vail, as there is competition in Summit County. Looking to run similar to
the existing Alpine race and attract a world-class level of competition.
Vail Valor Races: Carl & Cynthia Bruggeman - Speckled-Hound Consulting
Memorial Day weekend – great turn out at Manor Vail. Would like to partner with Highline
during Feast! weekend for start of summer. We have a single focus on Valor Races. It’s a
road race – 192 participants from 18 states in the first year. Additional funding would be used
for national ad campaign. Would like to include a Sunday event for service dogs, since so
many attend the race. The funding request is higher to incorporate everything including
website development, national awareness and programming for a two day event. Want to be
able to celebrate Memorial Day with a color guard and national anthem singer. Able to do this
event last year on small scale. It was a very heart warming experience. Working with Vail
Veterans Program to provide more speeches from high-ranking officers. Without funding the
event will still happen. Two meetings so far with Highline and Vail Veterans to make sure the
event will get bigger. If we move the event it will be more in the Vail core so that post event,
guests will be in Vail Village. We’d like to have a mess hall post race featuring military chefs.
Road running events are very popular and people will travel to participate in them. People want
to come to Vail. Around 3000 postcards distributed via gorilla marketing. Really want to
leverage the positive buzz of the race from last year. When we look at participant numbers, we
could double numbers. Want to put on a really good Vail event.
Kundolf – partnering with Highline is good for marketing and will help build the event.
Suggestion to figure out with will sell and make it an iconic event.
Bruno – you exceeded your numbers from last year.
Cassidy – Feast needs a Memorial Day event to celebrate the spirit of the holiday.
Vail Whitewater Race Series: Sean and Cory Glackin – Alpine Quest
The race was an evolution of the previous demo events. This year went well but could improve
and grow. More time available this year to plan and develop sponsors. Last year’s event was
planned in less than a month. Still will be a race series, with awards ceremony and points
system. Want to bring more to event and build on race each week. With participants, crowds
will be there weather pending. No debt and venue secured. It is possible to have too much
water for race. Only one race canceled – when water hit international bridge. Second week
was much lower than first but we were still able to pull it off with lower water.
Kundolf – you brought more energy to event this year.
GoPro Mountain Games: Scott Blum & Mike Imhof – Vail Valley Foundation
Last year was the first year with GoPro as sponsor, they took a passive approach. Much more
activation expected from them this year. Looking to push TV show with GoPro help. Year-after-
year we try to take a pledge to take a reduction in funding request with a base of $95,000.
Looking to add an event in Lionshead: “The Bad Ass Dash” obstacle race- same producer as
TOV/CSE Minutes November 6, 2013 Page 10 of 20
Dock Dogs. The race includes 25-30 obstacles on and off Vail Mountain, visible from Vail
Village with a start and finish near gondola. Year one statistics – 3000 athletes now, joint
venture licensing. In year one, we would lose revenue with expectations to grow the next year.
Asking for additional seed money for a bridge in year one. In year two or three participant fees
and sponsorship would create revenue to move an event to Lionshead long-term. This event
could include 3-5 thousand participants. We think it has legs. This race would not be as
extreme as Warrior Dash or Tough Mudder type of event, but more attainable and “on brand,”
and would include a canine component. Would return to reduced funding base after a year of
exposure.
The event won’t steal from Vail Village. VVF has no debt and location is confirmed. No hard
and fast decision if increased funding isn’t possible. The next step in being credible in the
sports broadcasting world is live footage and moving to a portion of weekend with live
production which would help with sponsorships.
Kundolf – they listened to merchants asking for an event in Lionshead.
Cassidy – would this benefit Autism Speaks? Answer– not as large as stand alone events
but we will respect their current charity.
Bank – can GoPro handle 6000 athletes? Yes – because of the joint venture. We are
hoping for 1000-1200 participants. The event would seem seamless with third party
producer.
Chapin – Have you reduced media spend? It is substantially less. Answer – no we’ve
tripled media spend. Highest funded event. Chapin– your labor went up in 2014, what is
number one labor expense? Answer – the VVF is adding 8-10 people as ramp up for the
2015’s. We get more bang for our buck with GoPro Games than anything else we do.
King of the Mountain – Leon Fell
Thanks for helping to take this event to the next level last summer. The amount requested is
$15,000, $30,000 would be for a special event. This year additional expenses to compensate
for not having Ford Park fields. Moving event to Eagle-Vail fields. Marketing efforts will have to
take place to convince participants to attend. Looking to keep clinic in Vail, possibly at
Donovan Park, which would create additional costs for the one day of work. National marketing
increased last year through national magazine expose and sponsorship. Both post event and
preliminary. Special event worked to bring additional people to Vail and to the event,
increasing numbers. Need to have a special event to keep those numbers up. All dependent
on scheduling, current scheduling conflicts include Olympic qualifying events. Kerry Walsh-
Jennings was a major draw and she would like to attend – barring any scheduling conflicts.
The AVP would like to come back in some form – some kind of shoot out event with special
courts and live streamed with CBS sports.
Kundolf – Looking at budget what is Kerry Walsh-Jennings price? It varies on application.
Answer- we will not get her back again for the same price. We don’t know what price it will
be yet.
Bank – if you come up with a pro event, it’s an entirely different proposal that you need to
come back to us with.
Bruno – Will there be fewer or more teams with Eagle-Vail fields? Answer - perception is
what might affect attendance. We have to spend extra time telling people it won’t affect the
tournament.
TOV/CSE Minutes November 6, 2013 Page 11 of 20
Vail Lacrosse Shootout – Jim Soran
Last year was 35th year in Vail. This year the challenge will be Ford Park and World
Championships taking place in Denver. Approach this year is to get 24 teams in all divisions.
Many teams are still planning to commit to the Shootout as a preparatory participation for
championships. Challenge is growing the women’s elite groups. Looking to promote that
nationally to get more participants. In the long run it’s an opportunity to grow it for years to
come. We would like to use some the funding to be a partner with international teams to come
here and increase our number of teams through the years. We held a local clinic with 25
participants. Hoping to do that again at Donovan Park. Considering a night game to
accommodate an Israeli team. Other venues have been explored for that night game –
Joel from Vail Recreation District suggested Homestead Peak School.
Chapin – World Games is an opportunity and it’s good you’re looking at it that way.
Cassidy – is this the first time the world games would be hosted in CO? Answer – Yes.
Navas – are you comfortable with the venues? Answer - Yes – VMS was a nice mix
Kick it 3v3 Soccer “Vail Super Regional” – not present
Keen Kids Adventure Race: Jamie Gunion and Beth Pappas – Vail Recreation District
With appropriate funding we are confident that we can pull off a 3 day race. Would be broken
down in beginner, intermediate and expert. Parent-child race is possibility next year. Would
continue doing an expo. Event will still include optional skills clinics. Family components and
other ideas to expand on the “unplugged bonding time” for families. There is a lot of
opportunity to expand and the last 3 years has proven how much it can grow. Venue Mountain
Plaza is confirmed, Solaris is not. Mountain Plaza would be ideal for expo area. If we keep it at
Solaris we will have to close street and re-route busses. Vail Resorts marketing – looking to
create partnership. Looking to have someone sell sponsorships locally.
Bruno – this is the most unique events in the country and you’re underselling to everyone
but us.
Kelli – were you able to get enough volunteers and can you get enough this year? Answer
– yes people really enjoy it. Three days will be a challenge though.
Kundolf – you have a great asset in Billy Mattison, get him in front of people to promote the
event.
Tour of Vail: not present, Dieter Drake available to contact by phone
Choice of dates dictated by USA Cycling calendar.
The America Cup International Fly Fishing Tournament: John Knight
Hand out – updates
TOV/CSE Minutes November 6, 2013 Page 12 of 20
17 teams of 20 spots have already signed up. Increase to 20 teams should not be a problem.
Increasing size is to prepare for World Championships. Taking a different marketing angle: set
up speaking opportunities in Front Range. Front Range exposure should help with volunteers
and awareness. Worked with Apex Holiday Inn to create a deal for people who come a week in
advance. Merchant activation went well and the event saw success as a result. For funding,
doubled what was previously asked to get more marketing help, specifically with Highline to
help with World Championships and help with opening and closing ceremonies. Money will
also fund John to go to Czech Republic in June to be behind the screens of this year’s world
championship fishing event. Europe is a huge market for these events and many European
teams come to Vail for the event every year.
Navas – will the championship help with sponsorship? Answer – Yes, partnership with
Healing Waters has lead to free exposure through some national media. Money is already
set aside to help from 2016. Keep on radar for next fall. Funding request in June.
UROC Ultra Race of Champions: James Gill and Francesca Conte – Bad to the Bone,
LLC
No complaints from merchants. Not a lot of spectators. Biggest complaint was marketing and
participant levels. Venue is secure for next year. Racers started in Breckenridge, finished at
Mountain Plaza. Great year for the event in its first year in Colorado- previously held in the
Blue Ridge Mountains. The event also served as a world final for Sky Running event and
attracted international media. Race went off without a hitch. Media coverage interest from
CBS, senior producer from 60 Minutes came to Vail for race. Survey results indicated that 43%
stayed in Vail for more than 5 nights. ROI data was from Lodge of Vail and they conducted a
survey to gather more data. Vail and Colorado is a really good match for event. Race site looks
good to be secured. Not looking to be part of the Sky Running series again next year.
Considering Lionshead for event; Mountain Plaza finish line was ideal, but if it could work in
Lionshead they are open to it.
Resurrection of Fighting Alliance: Sven Bean
National Mixed Marshall Arts (MMA) event. Not a new event to the town, Sven has been part
of similar events in Vail. Event would include a partnership with Mark Cuban access TV. Dates
held with TV partner for up to a year. Looking to partner with events since this is a night event.
Demographics are 50/50 male and female. Event producer does events in Denver. Partners
based in LA, Vegas and Colorado. Production all done locally in Denver. Looking to do the
event at Dobson Ice Arena. Set up is very mobile and can work with different types of venues.
Event producer has previously done events at Dobson and is familiar with logistics of Dobson.
Dates are held with network and would be selected based on how the event could help Vail.
Ideally would be Friday or Saturday night. MMA is a sanctioned sport, and features Olympic
caliber athletes. This event will be much different than previous events held by Sven in Vail
before, due to different partners involved. Would like to work with local Inyodo Martial Arts
studio to include children and other local martial arts competitors. Sven stated: The event fits
with the Vail brand because it represents a place for world-class athletic events and
entertainment. MMA is sanctioned in 48 states, and is an international sport and entertainment
event, operating under the motto of “Honor, Respect, Tradition.”
TOV/CSE Minutes November 6, 2013 Page 13 of 20
Bank – this event allows us to spread out calendar and bring national attention during an off
time.
Break for lunch 12:00
Vertical Express: Heidi Heltzel , Cathy Ethington, Scott Robinson – Can Do MS
2014 is 30th anniversary of Can Do MS and 50th anniversary of Jimmy Huega’s medal winning
race. Headquartered in Vail Valley and does national programming. Plans to market to Front
Range, all ages and abilities. Goal is to raise awareness about MS and to provide funding for
programs. VR is providing trade. Programs aimed at health and wellness message. Looking at
a 500 participant goal. This is an anniversary year for event and they are looking to include
previous racers who have raced with Jimmy Huega. Application was clear and precise.
Valentine’s Moonlight Snow Shoe: Michelle Maloney – Vail Valley Charitable Fund
(VVCF)
VVCF offers grants to locals suffering medical crisis. Has not done an event in Vail in recent
history. Looking to do a brand new event on Vail Mountain. Snow shoes (150 pairs) have
already been donated by Specialty Sports. Partnership with Garfinkle’s to host post event
party. Event would include a ride up gondola and snowshoe down. Presidents Weekend not a
need time for events. Event will proceed without funding. Estimated up to 150 participants.
Event about serving community and wellness.
Pink Vail: Michael Holton: Vail Valley Medical Center (VVMC)
Money would be allocated to marketing to destination guests. Positioning as signature event
for Vail Mountain and moved weekend to fill need time. Last years numbers were hurt by I-70
closure and filled hotels. CSE dollars would be used specifically to market to destination
visitors and uphold brand promise. Biggest ski day for cancer in the world and this event has
potential to be “like nothing else on earth.” Looking to partner with Taste of Vail Rose debut
event. Event has outgrown previous venue. Looking to move to top of mountain or Arrabelle
Square. Expecting around 2000 people,70% women, attractive to 40 year old demographic- a
“need” category for Vail. Planning to increase number of participants. Viral component of Pink
Vail can’t be overlooked – half of donations were from out of state via social media.
Emotionally charged event. 55 PR stories in 32 outlets. Event has earned best non-profit event
in Colorado for two years in a row. Various social media awards. Event will happen without
funding, but marketing to Front Range will not happen. No longer a music component. Holton
developed event since joining VVMC. April is a good time for good lodging deals. Looking to
engage all the Lionshead merchants and help promote individual parties.
Kundolf – Can national partners like GoPro help with marketing? Answer – yes but not with
marketing dollars.
Kundolf – How is this proposed weekend a need weekend? It’s still Taste of Vail. Answer -
Lodging need weekend.
Vail Rocks – not present
Bruno – Do we get to suggest date?
TOV/CSE Minutes November 6, 2013 Page 14 of 20
Navas – Preferred August date – same weekend as Vail Soul Music Festival is requesting
Chapin – possibility to partner with Vail Soul Music Festival ?
Vail Living Well Summit – Jamie Stone, John Stone, Stephan Schmid (Sonnenalp) –
Discover Well
Two Today Show anchors are interested in being the MC for the event. Event went well with
the addition of two Living Well events throughout the year. Sonnenalp has been big partner.
Looking to do 3 to 4 more experiences. Strategic talks with internationally renowned
institutions are taking place. Survey numbers coming back very strong, in the 90% range.
Content and presenters were well received. Keynote Joe Montana was a hit. Asking for
marketing dollars to market heavily outside the valley to bring people in. 42% of participants
gave an address outside the Vail Valley. Launch parties, dinner parties and other word of
mouth marketing efforts led to more visitors. Looking to target Vail feeder markets. The event
helped the hospitality industry not just Sonnenalp. Although the Sonnenalp hosted, the event
spread itself around to various restaurants and hotels to showcase Vail. Engaging CTO was a
great expose. Worked with CTO late last year. Looking for a media sponsor. Feel free to
provide desired topics.
Bruno – unique event providing opportunities to interact with presenters. Does that interfere
with numbers? Answer – without loosing accessibility, more speakers, more time. Adding
more general sessions.
Kundolf – you’re asking for marketing dollars to broaden national or Front Range? Answer
–nationally, selectively. Vail Resorts helped to send out newsletters and helped to engage.
Vail Kids Adventure Club LH: Brian Hall – Blue Creek Productions
This coming summer the event will be moved to midday on Saturday. Better time for Arrabelle,
and allows more space for the event to spread out. Weather is better earlier in the day, and
fewer conflicting activities. Work with Lionshead to make sure people staying there are aware.
Families are a mix of Colorado (not local) and out of state. Partners well with other TOV events
and departments. Want to build sense of community. Also partners well with the Farmers
Market to encourage Sunday participation. Looking to add an expo featuring local entities to
attract more locals. Looking to hold program 11am-2pm – want to be primary activity not
secondary. Building a kids app. to help build the Vail brand. Will go after more made for TV
opportunities. Not looking to change name, looking to work with Beth to establish the name. (*
so as not to confuse w/Kids Adventure Race) Optimistic for next summer.
Navas- Beth Pappas having the title close to the adventure race caused confusion.
Vail Arts Festival: Laurie Asmussen – Sarah Franke & Cabel Yarne Lionshead
Merchants
15th year in producing the event which draws 70 artists from 26 states. Great working
relationship with Lionshead merchant group. Increased marketing and working on online
presence. Working with Nichols interactive and web developer. Looking to increase festival
hours into the dinner hour. Funding will go into marketing initiatives. Ski yard available this
year and looking to include 100 artists in 2014.
Bank – willing to move to a week earlier? Answer - Yes.
TOV/CSE Minutes November 6, 2013 Page 15 of 20
Willing to move it Vail Village answer – not interested in moving it to Village due to an
emotional connection to Lionshead. Would rather have two arts festivals than one.
Cabel Yarne: – we’ve asked to increase size and quality of event and flush out craft artists
to improve the quality of the event. “She deserves another year to make improvements.”
Other stores in Lionshead are interested in different event producer. Cabel represents
stores interested in working with Laurie.
Sarah Franke – split amongst merchants but not constructive conversation with event
producer.
Bruno – would Lionshead want two events? Answer – excited for any event taking place
there.
Robin Litt – dates might interfere with other events in the area.
Howard Alan Events: not present – available via phone
Frank Hall: Lionshead Merchants – On behalf of Howard Alan Events Art Festival
Meeting and proper assessment with group needs to happen, they are trying but people have
been out of town, etc. Wanted to bring a high end art show to Vail. Howard Allen has
expressed interest in bringing a show to Vail. Artists are different at every show. He brings in
successful artists that understand the Colorado market and successful track record.
Bruno - Would have been more beneficial to come to CSE with feedback first.
Chapin – have to make budgets work. Merchants and business community excited for LH
events. We asked you guys to bring more events. Howard Allen has a good proposal and
strong history.
Kundolf – we don’t choose which art fest, we just give money.
Navas – we give money with the understanding that the producer is expected to deliver a
number of things. Long running events tend to have a lot of local support.
Navas – Vail is trying to pride itself on Vail brand events. Howard Alan’s’ event in Vail will
be squeezed between Frisco and Beaver Creek.
Bank – if the LH merchants weigh in on events it will effect my decision.
Vail Summer Bluegrass Concert Series: Ariel Rosemberg – Lakeside slide – Lionshead
initiative
Two year history in Denver for Bluegrass series. Great success in first year in Denver. Second
year saw great success in the wake of a developing Denver area. Support of Lionshead
Merchants. Partnership and cost sharing with Vail Jazz Fest. Funding would go to hire talent
for a Wednesday events which can be a challenge. 5 nights of big name bluegrass music.
Funding will determine what bands will be booked. Would include different F&B options to
provide a versatile and desirable experience.
Kundolf – you have top bluegrass bands selected and it would bring people locally and
regionally.
Robin Litt – would work well with Vail Jazz festival and have already discussed partnership.
Colorado Craft Celebration: Steven Wallis – Colorado Events
12th year of Colorado Events, specialized in arts and crafts festivals. Looking to include a craft
festival. Event producer holds events in Denver, Boulder and Estates Park for the vendors and
TOV/CSE Minutes November 6, 2013 Page 16 of 20
artists. Not looking to compete with other Vail arts festivals. Willing to do an event between
May-October. Funding optional and would be use for marketing, entertainment and community
art project. No issue with permit fee. Looking to draw destination visitors. Focus is hand
crafted, Colorado made goods. Trying to make a distinction between fine arts and hand-crafts.
Producer has 5-year experience with hand-crafted events but would like to do something
different. Open to what the Lionshead merchants have to say. Open to change date-would
prefer not to do event during USA Pro Challenge. Willing to do event without funding.
Community art project would be a giant “paint by numbers” – already has artist selected.
Kelli – proposed weekend is same as Pro Cycling Challenge
Kundolf – How do you define crafts? Answer – “indie crafters” could include clothing,
candles, art work, creative goods, repurposed goods. Merchandise that is not made in a
factory but in Colorado.
Bruno – to who is your marketing targeted? Answer – local media.
Lionshead Merchants – Cabel- we weren’t aware of festival but willing to discuss further.
Pro Cycling Challenge are usually days with the lowest sales in Vail.
Colorado Grand: LH Merchants Enhancements and Recap – Sarah Franke
Recap came via email no outstanding payments.
Angie not present, but handles operational needs. $2000 from CSE went to brunch at Arrabelle
and signage. LH Merchants gave less than $2000. Statewide Colorado Grand was asking for
money to bring in a band for the finish line. Parties and gifts for drivers. Extra money in
account. This event brings in such an ideal clientele. Targeting additional car clubs and casting
a wider net. Booked 401 room nights in Vail for event. Good media coverage. Filled the town
with the right crowd. Insurance permit needs to be covered. Sarah spoke to Angie via phone
and she was willing to do the joint contract.
Cabel – shoppers very happy with event. Katie from Arriesgado put time in event and
asking for funding for her efforts. Very successful event.
Navas- needs to be one agreement and one check. We don’t want to have two events and
two promoters.
Kelli – precedence set for insurance provider and event activator with Highline for
SnowDaze.
Lionshead Fall Wine Festival: Laurie Asmussen & Cabel Yarne
Worked with the LH merchants on new ideas. Looking for a fall wine event in Arrabelle to
compliment the restaurant event. Wine and chocolate tastings working with the Colorado
growers in Palisade CAVE represents 103 Colorado wineries. Wine and food related vendors.
No arts and crafts-only food related items. Picked an off-season date to drive traffic that could
help fill a need period. Working with restaurant community to make it a kick off for Vail-Beaver
Creek Restaurant Week. Event could not be a weekend earlier. Wine and chocolate would be
main focus. Art not a necessarily a part of focus. Laurie has spoken with restaurant group for
partnership. Funding would be to make sure it is done well, signage and branding along with
marketing. LH merchants to see a return. Would seek event sponsorship. LH Merchants have
pushed for right size event with right vendors.
TOV/CSE Minutes November 6, 2013 Page 17 of 20
Bruno – where would art vendors be? Answer – possibly upper area of Lionshead and in
the Arrabelle square. Would like to see more specific focus.
Kundolf – keep it true to alignment.
Holiday Events in Lionshead : Cabel Yarne & Laurie Asmussen
Not a strong event in Lionshead. Was meant to fill a need time before holidays. LH Merchants
have asked Laurie to move craft people from fine arts festival. “Ugly Sweater Run “proposed,
holiday fair proposed.
Vail Film Festival – Sean Cross not present but available via phone
Estimated number of spectators is 12,000: ongoing conversation on how that is counted and
review of funding proposal, including how they count an attendees. Cabo film fest got bigger
names and received more funding from Mexico. Funding history discussed – Sybill will follow
up with data.
Vail Soul Music Festival: Kristen Texler, Rhonda Jackson Sams, Ray Sams
After taking a year off to reassess event, looking to do more to engage the guests and aiming
to do more to promote. Marketing plan clarified. Develop and provide information to guests
about what to do while in Vail, outside of attending nightly concerts. We are more than music,
it’s an experience. We witnessed a “discovery factor” among guests who weren’t familiar with
area activities and recreation. Looking to create more early bookings. Have created packages
to showcase Vail. Showcase to talent and sponsors the Vail brand/town. Atmosphere in Vail is
unique and they want to target travelers looking for a unique experience. We learned the value
of partnership and we want to be partners with Vail. Logistics and operations to be handled by
Running Waters group. Hired local PR “Key Link” to replace Denver team that was not familiar
with Vail brand. We know we need to partner with the experts. Vail Soul Music Festival
resonates with media especially with direct flights. Jackson stated, “We want to be partners
with Vail.” We finally learned how to be a far more strategic and viable partner and have
developed Sponsors, PR, and operations teams to deliver a multi-cultural event unique in Vail.
Davis – Strongest aspect of this event is the musical talent - who is expected for 2014? Vail
Rocks collaboration? Answer – have not reached out to Vail Rocks but aware of mission
statement and goal, will talk to them. Have been talking to and exploring working with Vail
Jazz. Talent expected – “names you know” coming out of Philadelphia and Detroit – cannot
release names as they are not confirmed. Working to find the right balance.
Kundolf – who is event producer? Answer – Rhonda. Local partnerships named are from
previous working partnerships. Will take a lot of coordination and licensing starting now to
begin process. Answer – Running Waters will handle it.
Bruno – do you have any other sponsors lined up? Answer – sponsors contingent on Vail
funding. Possible sponsors include McDonalds, All State, and Toyota.
Chapin – you had sales and marketing issues, last event what was your paid ticket sales?
Answer -1800 but will come up with actual numbers.
TOV/CSE Minutes November 6, 2013 Page 18 of 20
Vail Farmers Market and Art Show Recap: Angela Mueller & Mark LeVarn, Meadow
Drive Partnership
Extended the market till October 6, the main reason being that many of the farmers’ crops
came in late, due to a snowy spring season. Will keep it extended next year. Looking to work
with Vail Restaurant week. 205,000 estimated guests. More Colorado made items and more
produce will also continue. Intercept survey estimated 9,600 room nights for the market
specifically. Town wanted to test composting element and it worked – town efforts should be
applauded.* Estimated overall gross revenue $12.5M, $500,000 sales tax. Can’t calculate all
sales tax, as only outside vendors were included. Sales tax can’t be mandatory submitted by
law. Contract for sales tax collection to change and will include a booth. If they don’t pay they
cannot come back. Some tents will be rearranged next year. Parking at Solaris was confusing
so security spent extra time to clarify.
Chapin – How many farmer booths? Answer – 10, with cheese. 132 overall tents. No
drastic change.
Bruno – How many tents next year? Answer - Same amount, if not more.
Navas – policy change based on sense from feedback that it was too congested and some
basic safety concerns. This year tents were re-arranged to accommodate One Willow
business frontage.
Bank – I don’t like when the stairs are blocked off but there is more room to walk east to
west.
Next year:
Sponsorships – working on an auto sponsor. Realtors interested, will take only one sponsor,
who will be chosen based on dollars. Asked for a gas stipend again this year – common trend
in Colorado markets. Many farmers sell leftovers to restaurants. Gas stipend would be $50 per
Sunday for 10 farmers. Hoping to sign-on15 farmers. Extra money requested is for gas and a
water station. Big push for no water bottles, will sell reusable water bottles. Cost of composting
$25,000 and came from Environment Sustainability grant as an experiment.
Bruno – can we promote that the town is composting? Kelli –Vail isn’t on cutting edge but
will look to see if it is on budget.
Navas – interns manned composting for college credit through the Eagle Valley Alliance.
Chapin – no entertainment in budget. Response: Two bands will be included next year.
Motion to approve the recap as presented and release the final funding
disbursement for the Vail Farmers’ Market.
M/S/P: Kundolf/Chapin/Unanimous. The motion passed 6-0.
*The Town of Vail provided $25,000 in funding to the Eagle Valley Alliance for Sustainability to
develop and operate the composting and waste management program for the 2013 Vail
Farmers’ Market.
Vail Automotive Classic and recap – Doug Landin, Taylor Slaugh, Don Welch
Doug showed images of Vail Village during event. Raised $13,000 for charity and it is growing.
We’ve moved out of Beaver Creek entirely. Manor Vail now hosts Saturday night event. Manor
Vail reported 28 rooms and many were scattered at various hotels. Started advertising in
TOV/CSE Minutes November 6, 2013 Page 19 of 20
Sports Car Market – premiere car enthusiast magazine in the world. Will do a car auction and
expect to bring in huge numbers for cars. Car auction will take place at the airport. Car people
like doing events on lawn maybe doing a tent and dinner at Betty Ford Alpine Gardens? Want
to continue to grow the event and keep the event successful. Vail is a big part of the draw for
this event. Hard to come up with the money to do everything we want to do. Hoping to get
some CO Grand cars involved this year. Will keep doing it.
Bruno – is there income? Answer – so far away from that, doing it for fun and charity. We
put a lot of our own money into this to make it better. Doug went to 9 shows to attract car
owners and his own dime.
Kundolf – is $2500 for advertising? Answer – No, it’s for insurance and a new banner for
Vail.
Navas – good patch of lawn in Golden Peak. Not sure how large relative to needs. Doug
will scope it out. Is the request $2500 Vail only? Answer – this issue with security is for
people on bikes and skate boards coming through Vail Village. Did not get security it was
too expensive. Quote from VPD was $1500, around $100 per hour per person.
Kelli – we could do a dismount zone this year. Town can do it. Work with Sybill during map
and permitting.
Motion to adjourn into Executive Session at 4:46 p.m., pursuant to: 1) C.R.S. §24-6-
402(4)(e) - to determine positions, develop a strategy and instruct negotiators, Re: 2014
Contracts.
M/S/P: Kundolf/Bank/Unanimous. The motion passed 6-0.
Motion to adjourn from Executive Session at 5:30 p.m., and reconvene the regular
meeting. No decisions were made and no discussion of unnoticed topics took
place.
M/S/P: Kundolf/Davis/Unanimous. The motion passed 5-0, as Bank had left the meeting
at 5:20 p.m.
Motion to adjourn the meeting at 5:31 p.m.
M/S/P: Davis/Cassidy/Unanimous. The motion passed 5-0, as Bank was no longer
present.
UPCOMING MEETINGS:
CSE Special Meeting to determine 2014 Event Funding Allocations:
Wednesday, November 11, 2013 @ 8:00 a.m. – 2:00 p.m.
Antlers Condominiums and Conference Center
Thursday, November 21, 2013 @ 8:30 a.m.
Antlers Condominiums and Conference Center
Joint meeting with the VLMDAC to present the CSE’s allocations for Special Events in
2014.
Tuesday, December 3 @ TBD
TOV/CSE Minutes November 6, 2013 Page 20 of 20
Presentation to the Town Council (Evening Session):
Review of Events in 2013
Present revised CSE Strategic Plan
Review and request approval for 2014 Special Event Allocations
Wednesday, December 4 @ 8:30 a.m.
Vail Town Council Chambers
Regular monthly CSE Meeting