HomeMy WebLinkAbout2014-05-07 CSE MinutesCSE Minutes Regular Meeting: May 7, 2014 Page 1 of 6
MINUTES: COMMISSION ON SPECIAL EVENTS MEETING
Vail Town Council Chambers
Wednesday, May 7, 2014 @ 8:30 a.m.
CSE Members Present: Jeff Andrews
Bobby Bank
Amy Cassidy
Barry Davis
Mark Gordon Rayla Kundolf
Nicole Whitaker
Town of Vail Staff Present: Sybill Navas, CSE Coordinator
Kelli McDonald, Economic Development Manager
Others Present: Laura Waniuk, Event Liaison
Nick Sargent, Maria McNulty: Burton
Duncan Horner, Vail Valley Foundation
Davy Ratchford, Vail Resorts Missy Johnson, Highline
Lauren Arnold, Gaby Milhoan: Peak Wellness Retreat (PWR)
Jeff Morgan: Director, The Vitality Center, Peak Wellness Retreat
Ross Iverson: Vail Leadership Institute
Michelle Maloney: Vail Valley Charitable Fund (VVCF) Michael Holton: Vail Valley Medical Center
Houston Perkins, Arrabelle
Meeting Materials may be viewed at:
http://www.vailgov.com/WebLink8/Browse.aspx?startid=48965&row=1&&dbid=0
CSE Chair, Barry Davis, called the meeting to order at 8:30 a.m.
Burton Recap: Nick Sargent, Maria McNulty: Burton
Recap presented by Sargent with an in-depth review of the event. Please see presentation.
Kundolf asked Sargent the following questions: how do they calculate the number of
spectators, how do they work with local businesses, and can they create more local youth
excitement? Kundolf referred to the female snowboard athletes signing autographs at the
Oakley store in 2013.
CSE Minutes Regular Meeting: May 7, 2014 Page 2 of 6
Sargent replied that they are looking to hone their spectator and other metrics even more next year through different ways, such as headcount.
They do involve youth community because the event is free. Burton also plans to build on
local support even more for next year. This year they met with local concierge and
restaurants and other businesses to create specific promotions before and during the event. Burton also offered giveaway merchandise to generate excitement and create promotions.
The Riglet Learn to Snowboard Park was open again this year; it had a great deal of
popularity with local kids. Red Sandstone School attended the event as well. They also encouraged the other competitive companies to work with them. Whitaker mentioned that there needs to be a more advance promotion and communication with the hotels and
concierges.
The next Burton USO dates are March 2-9, 2015. There was a little time needed between 2015 Championships and Burton USO to prevent event fatigue.
Motion to approve the recap for Burton and release the final funding
disbursement. M/S/P: Kundolf/Andrews/Unanimous-The motion passed 7-0.
Administrative Items
a. Approval of the Minutes of the CSE Regular Meeting of April 2, 2014
Bank stated that last month the CSE draft minutes went out before the CSE had a
chance to review and comment on them. Navas and McDonald explained that there is always a deadline for the Town Council minutes that creates the urgency of submitting the draft notes before the CSE has had a chance to review them. Waniuk
and Navas noted this and will make every effort to send out draft notes for CSE
review prior to further distributing them.
Motion to approve the minutes of the CSE meeting of April 2, 2014, as presented.
M/S/P: Cassidy/Andrews/Unanimous-The motion passed 7-0.
b. Review Financial Status and acceptances of funding allocations Please see attached spreadsheet, updates on outstanding funding agreements.
c. Vail America Days: Parade theme confirmed “Vail Welcomes the World”
McDonald updated the CSE on the name of the event and how it was selected. The
name allows for broad representation and themes for floats and parade participants d. CSE at ERC: Suggested date Thursday, May 29, 1:00 -2:30 p.m. TOV Admin
Conference Room. Navas discussed the option of when the CSE could attend the
ERC meeting. The group confirmed the date of May 29, and then there will be an
additional date scheduled later in the summer for those who can’t attend on May 29. e. Casual Get-together: time/place/availability? CSE decided that they will go to lunch
as a group after June 4 CSE meeting. Davis suggested some might join him on a
bike ride following.
CSE Minutes Regular Meeting: May 7, 2014 Page 3 of 6
Update on marketing efforts for summer events: Laura Waniuk (15 minutes)
Please see detailed presentation. Marketing reports on next 5 events and update on
FEAST!.Vail. Upcoming events included the Vail Farmers’ Market, Vail Arts Festival, Bravo! Vail Music Festival, Lacrosse Shootout and 20th Annual Jazz Festival.
TIER IV Funding Applications:
Peak Wellness Retreat: Jeff Morgan/Gaby Milhoan/Lauren Arnold Morgan gave an overview of his participation with the Peak Wellness Retreat (PWR) and
Milhoan and Arnold presented the information and background on the organization. Please
see presentation for details. The plan is for the PWR to open on May 18. They explained
the business model, exactly what their program consists of and their off-season focus to bring guests to town. They are partnered with Vail Valley Medical Center, Jeff Stone and fitness training is at the Vail Vitality Center. The program will feature some local and
international professional athletes. The restaurants Mountain Standard, Sweet Basil, Kelly
Liken are all on board for the program to provide “Peak” menu items.
The difference in the PWR program is that after the guests leave, they are provided with tools that help them succeed at home. Arnold discussed the different types of PWR
Programs. They are also working with the Vail Leadership Institute. Milhoan spoke about
the community impact of PWR by filling the off-season void and putting heads in beds.
Milhoan stated how the program can differentiate Vail for the summer from other resort towns. They are working with hotels on group sales for executive group training and programs. PWR will be opened up to the Vail Valley public, which creates an educational
opportunity for the local community. Overall this program is described as a combination of
Canyon Ranch and Mayo Clinic. Please see presentation for CSE supported events details,
there are 4 events that would be funded in their request, Dine Around and Nutrition Program, PWR Grand Opening & Women’s Weekend, Educational Speaker’s Series at VVC and a Pilot Program for 3 Guests. The PWR program capacity is for 480 guests, 80
guests per month. Right now, there are 60 guests in the sales funnel which accounts for
their current budget/revenue. There is also a pilot/test group of 6 people.
Davis asked what the typical cost for the program is, Milhoan said that it is $4500/week all-inclusive (includes lodging), if the participant lives in the Vail Valley and don’t need housing
then the cost will be about $2700/week. Davis also asked how other businesses will
possibly be positively impacted. Milhoan replied that they are just starting their work on
partnering with more local businesses and expect to add many more. The potential financial impact for the town is significant.
Vail Leadership Institute: Ross Iverson
Iverson spoke about his background and how the Institute has been integrating with the
community. There are funding requests submitted for two events: The Learning Partner Program ($8,000) and the Leadership Tribute Event ($8,500).
CSE Minutes Regular Meeting: May 7, 2014 Page 4 of 6
Learning Partner Program The state of Colorado is trying to attract new businesses, but not here to the Valley. Executive Education is not addressed specifically. This program would focus on
Leadership Training. Northwestern and Cornell Universities are potential partners. The
VLI would like to paint the picture that the Town of Vail and Valley are a destination for
executive meetings. The program is not accredited at this point, but they are working on trying to gain accreditation. The program should be open to local people too.
Andrews asked what types of programming they see at this executive level. Iverson
stated that they are trying to provide advanced learning, emotional management, and
insight first leadership curriculum. Iverson also said that these types of programs map to the culture that’s already here in the Valley. In terms of the Vail Learning Partner Program, Cassidy mentioned that she would like to see a scholarship program created
for locals. Kundolf asked about how this would impact younger students, with regards to
emotional development. Iverson said that a longer term plan for youth is being
discussed. Leadership Tribute Event
Events take up a lot of day to day work, funding the event will help them create a higher
level quality event. This event has been held twice in the Town of Vail and speaks to the
area. They want to bring in a national leadership speaker to promote the event for guests outside the area. High level executives will draw a lot of attention to the area.
They need to be funded; although they are a non-profit, Iverson wants to turn the VLI
into a profitable entity.
Event Recaps:
Pink Vail: Vail Valley Medical Center, Michael Holton
Holton reviewed their recap presentation; please see presentation for details. The PR coverage was outstanding. CSE funding supported the marketing on the Front Range and nationally. Because the event moved to a later date, meant there were fewer
people around to attend the event. This is a good event to target women and get them
out skiing. The participants (around 1600) are brand ambassadors for Pink Vail, they
are the true drivers of the event and donations and 44% of donations were from out of state.
Holton mentioned that there is a sustainability opportunity for other events with re-using
banners as materials to produce giveaways, such as the Pink Vail tote bags. Taste of
Vail and Pink Vail partnered with each other, but there were challenges with overlap of events and some brand confusion.
Motion to approve the Pink Vail recap and release their final funding
disbursement.
M/S/P: Gordon/Whitaker/Unanimous-The motion passed 7-0. Valentine’s Moonlight Snowshoe: Michelle Maloney, Vail Valley Charitable
Foundation
Maloney provided a review of the presentation.
CSE Minutes Regular Meeting: May 7, 2014 Page 5 of 6
Following the recaps, the CSE renewed their discussion of the Tier IV Funding requests. The board discussed how funding the Tier IV applications are different than
funding standard “events”. Bank mentioned that he saw the Peak Wellness Retreat as the
perfect fit for this type of Tier IV funding. The CSE members scored the applications using
the TIER IV Criteria and, using the results as a base for their deliberations, made the following decisions:
Motion to approve the $24,140 Tier IV funding request to Peak Wellness Retreat.
M/S/P: Bank/Gordon/Kundolf opposed -The motion passed 6-1.
Motion to approve Tier IV funding of $7,360 to Vail Leadership Institute – for the Learning Partner Program only.
M/S/P: Gordon/Andrews/Kundolf and Whitaker opposed -The motion passed 5-2.
Motion to deny Tier IV funding to Vail Leadership Institute – Leadership Tribute Event. M/S/P: MG/NW/Unanimous-The motion passed 7-0.
Memo to Stan Zemler and Finance Director regarding 2015 Funding
Whitaker spoke about the foundation of the CSE strategic plan and how it was integrated into the memo. McDonald spoke to the amount of funding at $2000 per event for an intercept survey and stated that it was an estimate based on previous experiences.
Andrews stated that there could be economies of scale if the survey company was
contracted to survey all events. He also asked if CSE thought the three goals aligned with the original intent of the strategy. He added that the memo items are listed in priority order, acknowledging however that one or more of these requests could be dismissed. That is
understood by the CSE. The primary goal of the memo is to start a dialogue with the Town
Manager and Finance Director of the Town of Vail. There is an internal budget meeting on
May 15. Bank said that he felt the Fireworks should be the only item on the memo. As far as the
opportunity fund, Bank stated that it appeared that it was simply like a request for more
funds. Gordon stated that, since the CSE is funded already, then it’s up to them to manage
the funds themselves. Davis mentioned that he thought that the “opportunity fund” may be confusing because of the name and the perception it suggests. If the requested items are not approved, then the CSE will have to work through the how to address them within the
budget they are allocated.
Bank said that calling it an “opportunity fund” may confuse the request. Instead it would make more sense to change the name. Whitaker and Bank suggested changing the order of the memo to place the request for budget dollars up front and detail how it will be used
after that. Whitaker asked about the subject line of the memo, Andrews suggested re-
naming the memo “CSE Funding Discussion”. Andrews said that one thing the memo is
missing is a closing statement. Navas offered to check the amount of the estimated costs for fireworks as referenced in the memo against previous years’ actual expenditures. Navas suggested the last paragraph might be renamed to “New Event Sustainability Fund”.
CSE Minutes Regular Meeting: May 7, 2014 Page 6 of 6
Timeline: Revised memo needs to be submitted to Navas and McDonald by Friday, May 9. It will be routed by Jeff at noon on Thursday, May 10; comments need to be back by Thursday afternoon. CSE needs to approve the memo by noon on Friday, May 9.
Bank and Andrews will attend the McDonald/Zemler meeting on Monday, May 12.
New Business and Community Input Mark Gordon informed the group that he will miss the CSE meeting on June 4.
Motion to adjourn at: 11:23 a.m.
M/S/P: Whitaker/Cassidy/Unanimous -The motion passed 7-0.
Next CSE Meeting:
Wednesday, June 4, 2014 @ 8:30 a.m.
Vail Town Council Chambers