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HomeMy WebLinkAbout2016-12-07 CSE Agenda Minutes FINAL COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, December 6, 2016 @ 8:30am AGENDA: Meeting materials can be accessed at the following link: http://65.38.144.10/WebLink/0/fol/346307/Row1.aspx CSE Members Present: Mark Gordon Kim Newbury Rediker Barry Davis Marco Valenti Alison Wadey TOV Staff Present: Laura Waniuk, Event Liaison Specialist Kelli McDonald, Economic Development Manager Ernest Saeger, Special Events Coordinator Others Present: Caitlin Murray, Bravo! Vail Jennifer Teisinger, Bravo! Vail Beth Pantzer, Bravo! Vail Carly West, Bravo! Vail Lisa Mallory, Bravo! Vail Brooke Skjonsby, Vail Resorts Martha Brassel, Vail Valley Foundation Martin Nieves, Vail Valley Foundation Shelley Woodworth, Vail Valley Foundation Sandra Perrig, Vail Valley Partnership Liz Campbell, Betty Ford Alpine Gardens Mike McCormack, Outlier Offroad Festival Cindy Bellenger, Say No More Promotions Owen Hutchinson, Vail Jazz Christin Fergus-Jean, Vail Jazz Robin Litt, Vail Jazz CSE Chair, Barry Davis, called the meeting to order at 8:32am. CSE Minutes December 6, 2016 Page 1 of 8 Administrative Items Approval of the Minutes of the CSE Meeting November 2, 2016  Motion to approve the minutes of the CSE Special Meeting on October 26, 2016 as presented. M/S/P: Valenti/Rediker Unanimous. The motion passed 4-0 (Gordon absent) Review financials: Refer to the spreadsheet. Waniuk noted that Snow Daze and Holidaze still needs to present an event recap which will occur in 2017. Waniuk noted that GoPro Mountain Games still has one outstanding vendor to pay sales tax. Reminder: Meeting Reminders: CSE Deadlines & Meeting Reminders: Application Deadlines and Interview Dates for CSE applicants: Interviews at Town Council Work Session on Tuesday, Dec. 20. Deadline for letters of interest due to the Town Clerk, Patty McKenny, by Friday, December 9. o CSE members whose terms expire on December 31, 2016 are Barry Davis, Mark Gordon, Marco Valenti and Alison Wadey. Shenna Richardson and Mark Christie will not finish out their terms (through 2017). Event Recap: *motion to release final funding disbursement required Vail Jazz Festival Please see presentation for further details. Hutchinson noted they had a 5% attendance increase. Hutchinson noted the increase was mostly due to digital marketing efforts targeting the 35 – 55 year old audience. Davis asked what digital offerings are the best. Fergus-Jean said they received a Google ad words grant that was very successful. Davis suggested relaying this information and idea to other events. Hutchinson noted their net promoter score was 90% which was maintained by a healthy mix of programming and offering events for all different attendees. Valenti asked how Mountain Plaza worked as a venue. Hutchinson said it worked great noting the capacity and F&B were ideal. Hutchinson said that the cost was very high and they may or may not use it in 2017. Davis asked for 2017 highlights. Owen noted their winter series at the Sonnenalp which includes four performances including Latin and Brazilian artists. Hutchinson noted that a few grammy nominated artists will be coming in 2017. Davis asked for winter ticket pricing. Hutchinson noted $35.  Motion to approve the final funding distribution Vail Jazz Festival M/S/P: Valenti/Wadey/Unanimous The motion passed 5-0 CSE Minutes December 6, 2016 Page 2 of 8 Event Recap: *motion to release final funding disbursement required Bravo! Vail Please see presentation for further details. Teisinger noted they hire their own third party data collection company called Corona. Davis asked if their data was shared with staff. Teisinger said yes. Davis said it would be interesting to compare RRC’s survey results with Corona’s survey results. Davis asked if the $10 million economic impact is Corona or RRC. Teisinger noted that it is Corona. Davis noted the film making idea is awesome and could be a great collaboration. Gordon noted he loved the direction of the free smaller satellite concerts that are expanding their event impact such as Bravo! Vail Afterdark at Vail Ale House which reaches a new demographic.  Motion to approve the final funding distribution for Bravo! Vail M/S/P: Valenti/Wadey /Unanimous The motion passed 5-0 Event Recap: *motion to release final funding disbursement required Vail Dance Festival Please see presentation for further details. Nieves noted the Hot Summer Nights dance night drew 2,800 people. Nieves noted that 9,000 individuals come through Vail for Vail Dance Festival. Nieves noted that 92% of their attendees come just for the Dance Festival of which 52% stay overnight. Nieves noted they were able to bring their average age down from 60 to 54 and their goal is to continue to bring that number down. Nieves noted they do their own recap through Intercept Insight. Nieves noted the difference in NPS between the two surveys; 70 from RRC compared to 90 from Intercept. Davis asked why they had a difference in net promoter score from 2015 to 2016 of 89 and 70. Nieves noted a shorter calendar and more paid performances. Nieves noted the RRC survey result of a $2.6 million economic impact compared to Intercept Insight’s result of $3.6 million. Nieves noted they would like to have live online streaming of their performances in 2017. Nieves noted that they had performances in New York City in November. Nieves noted they want to travel to other major cities to promote the Vail Dance Festival. Davis noted that it is an awesome event and the best of the summer. Gordon asked if there are any plans for 2017 yet. Nieves said there are but not confirmed with info coming out soon.  Motion to approve the final funding distribution for Vail Dance Festival M/S/P: Rediker/Valenti /Unanimous The motion passed 5-0 Event Recap: CSE Minutes December 6, 2016 Page 3 of 8 *motion to release final funding disbursement required Outlier Offroad Festival Please see presentation for further details. McCormack noted their demo vendors almost doubled in 2016. McCormack noted they extended their partnership with USA Cycling to continue the event as Rocky Mountain Regional Championships. McCormack noted the continued cooperation with Vail Resorts. McCormack said it is their desire to make it the GoPro Mountain Games with a very bike heavy flavor. McCormack noted they want to include a music component and keep the purse at $25,000 in 2017. McCormack said they would like to move towards making the races National Championships. Davis said he received some feedback that the start times for the Enduro were confusing. Wadey noted that Colorado is heavy in the demographics and asked if that is the focus. McCormack said that the emphasis is to push the event into a national and international event with the size of the purse weighing on that heavily. Davis asked if the brands are pitching this event as opposed to Outerbike or Dirt Demo. McCormack said yes they are but have to push gently due to the industry relationships. McCormack said the goal is to have the bike shop owner from St. Louis to come to Vail instead of Dirt Demo. Davis noted that the public cannot attend Dirt Demo and they can attend Vail. Wadey confirmed that RRC performed the survey. McCormack noted that 2017 dates will be 9/30 – 10/1.  Motion to approve the final funding distribution for Outlier Offroad Festival M/S/P: Rediker/Wadey /Unanimous The motion passed 5-0 Event Recap: *motion to release final funding disbursement required Farmers’ Market & Art Show/Farm to Table Dinners Please see presentation for further details. Mueller noted the attendance of over 215,000 and that business owners say it brings in more revenue for them. Mueller noted the funding is used as marketing for the event. Mueller said she can send links to review more info if needed by CSE. Gordon asked if the number of vendors is changing. Mueller said they are staying at the same number in 2017 and wants to make sure there is additional space for attendees to sit, stand, and move around. Waniuk noted the cooperation with Highline for Gourmet on Gore and Holidaze. Mueller asked Highline if they can have the space to the bridge and will continue the conversation. Motion to approve the final funding distribution for Farmers’ Market & Art Show/Farm to Table Dinners  M/S/P: 9:24 Rediker/Valenti /Unanimous The motion passed 4-0 (Davis absent.) CSE Minutes December 6, 2016 Page 4 of 8 Event Recap: *motion to release final funding disbursement required Betty Ford Alpine Gardens Please see presentation for further details. Campbell noted that they have taken action to capture guests’ information by staff asking them to sign in via an iPad. Campbell noted that most of the people surveyed were ticket buyers which tend to be locals. Campbell noted their goal of having quarterly surveys because their programming occurs over the entire year. Wadey asked for the number of people surveyed. Waniuk noted it was 28 due to delay in web survey and the lack of data collection. Wadey noted this seems to be reoccurring with other events. Gordon asked if they have surveyed visitors prior to this year. Campbell noted no they haven’t and it is very important to do this moving forward.  Motion to approve the final funding distribution for Betty Ford Alpine Gardens M/S/P: Rediker/Valenti /Unanimous The motion passed 5-0 Waniuk noted that Top Shelf Harvest and Global Solutions Forum event recaps cannot attend and their recaps are in the packet. Davis asked if Global Solutions Forum provided feedback from the CSE funding meeting. Waniuk said yes and he is providing marketing efforts and working towards opening it up to locals. Event Recap: *motion to release final funding disbursement required Vail’s Top Shelf Harvest Please see presentation for further details.  Motion to approve the final funding distribution for Vail’s Top Shelf Harvest M/S/P: Valenti/Wadey /Unanimous The motion passed 5-0 Event Recap: *motion to release final funding disbursement required Global Solutions Forum Please see presentation for further details.  Motion to approve the final funding distribution for Global Solutions Forum M/S/P: WadeyValenti /Unanimous The motion passed 5-0 Recap Vail Recreation District Board Meeting (11/10) Saeger noted that staff reviewed funding allocations, discussed VRD facility use process, and are currently researching other towns field use agreements. CSE Minutes December 6, 2016 Page 5 of 8 Saeger noted that a joint meeting between the VRD Board and CSE is scheduled for February 23, 2017. Final 2017 CSE Budget and Review of feedback from VLMDAC on Nov. 17 and Vail Town Council on Dec. 6. Waniuk noted to review minutes from Town Council meeting yesterday. Davis noted their insight for them to understand the Kids Adventure Games to keep it available to locals but to also draw out of town participants. Davis noted the highlights of funding to Melee in the Mountain’s new demographic and Slow Fashion Vail’s goal of environmental sustainability. Davis noted that Council wanted a better understanding about how events will change if their funding request is not met. Waniuk noted Kids Adventure Games breakdown of 777 racers of which 37% from Eagle County, 52% from Colorado, and 10% from out of state. Gordon noted that this is the mix that Council wanted to see. Davis noted this should be recirculated to Council. Wadey noted that it is hard to provide the detailed data in the presentation manner. Waniuk will send breakdown to CSE before passing on to Council. Rediker suggested providing the info that skills camp was mid week which encourages them to come into town earlier. Davis noted the challenge of the venue at Arrabelle discussed with Council. Wadey noted that Foley read the entire packet which is awesome. Wadey noted that any further information regarding Arrabelle should be relayed to Council. Discuss 2017 Event Surveys: Staff will recommend 2017 events to survey with the independent event survey program contracted by the CSE. CSE to review and approve the list. Waniuk noted that although the budget is larger, we are performing fewer surveys. Waniuk noted that we were delayed on surveys for a number of events with responsibility laying on both sides. Waniuk noted that a lot of events require custom web surveys. Waniuk noted the decision to not survey the Council events because they do not fall into CSE budget. Waniuk noted that most Council funded events perform their own survey. Waniuk said we are going to work on survey content for Education & Enrichment events. Valenti asked why Burton was still included. McDonald noted the large amount of funding of $400,000 and that Burton pays for half of it. Davis would like to discuss that Council provides the funding for this survey. Gordon asked how much we spend on the survey for Burton. Davis noted that because of their attendance it is probably high. McDonald noted they don’t break it out that way but they have surveyors at the competition, expo, and concerts. Davis noted that we could spend this money on other events that the CSE directly funds. Waniuk noted to keep costs down and to get larger sample size , they could hand out cards with URL at events with prize of hotel stays. Waniuk noted this is going to happen with the Vail Yeti Hockey Club. Gordon noted that attendance numbers at Yeti games could be enough and use the money on other events. Wadey noted that they never ask for contact info at the games and they should do this this year and CSE Minutes December 6, 2016 Page 6 of 8 then survey next year. McDonald agreed that we need to train the new events. Wadey said it is important to see who is coming to these games and where they are coming from. Waniuk noted that this is going out to the opposing team as well to see who they are bringing with them from out of town. Waniuk noted she has encouraged them to collect information and build a database. Gordon feels there are events that are left off that need to be surveyed. Wadey noted that it would be good to survey them to evaluate the CSE investment in year one. Wadey noted that recurring events typically have the same information and whether it makes sense to continue to spend the funds on surveying these events. Waniuk noted that attendees will receive the survey card after purchasing a ticket. Wadey said a prize of gift certificates or cash makes more sense as opposed to lodging due to demographic. Rediker noted that the event promoter should be responsible for the prize such as a season ticket. Wadey believes we need to evaluate CSE’s decision to fund this event. Wadey noted that Chapin thanked the CSE to fund the U16 Rocky Central Junior Championships. Davis said yes we fund it due to our culture as a ski town. McDonald noted Pink Vail is important because it continues to grow. Taste of Vail: Waniuk confirmed we will be surveying the Rose event. Wadey said we should ask Mueller to use her survey for the Lamb Cook-off. Spring Back: Waniuk noted we can use 2016 data and no concert. Melee in the Mountains: Gordon asked if we are surveying both spectators and team list. Waniuk said yes both. Gordon asked if we need Intercept. Waniuk noted it would be difficult to engage people during the event. GoPro Mountain Games: McDonald noted that is a growing event and the CSE is asking them to expand their Lionshead footprint. Gordon said they could ask them to do it every other year. Wadey noted they have a robust survey themselves. Waniuk said we will remove it from the survey list. Farmers Market: Gordon noted the potential value to intercept because people continually devalue the demographics at this event. McDonald noted that the event hasn’t changed much and that Mueller does her own survey. Wadey noted Mueller is performing follow up survey wi th Farm to Table Dinner attendees. Vail Arts Festival: Wadey noted that events that required a lot of CSE discussion should warrant a survey such as the Vail Arts Festival and Family Fun Fest. Gourmet on Gore: Rediker asked if this event has changed that much. Waniuk noted their expansion to Gore Creek Promenade in 2017. McDonald noted they try to increase sponsorship so we can reduce our funding. Wadey asked if the survey was done on Sunday of the event. McDonald said yes. Waniuk noted that it was Sunday in 2016. CSE Minutes December 6, 2016 Page 7 of 8 Automotive Classic: Wadey noted their future plans to have a gala and have an auction which would be huge and believes the demographic of this person would be good to have. McDonald asked if interest is gala attendee or guest in town that are passing by. Gordon noted the web survey of the gala people. Davis said he would rather spend on other events that draw more people to town. Wadey noted we wouldn’t have to pay for gala data such as geographic and demographic information. Slow Fashion Vail: McDonald noted that RRC asked why are we surveying a $5,000 event. Wadey agreed but we still don’t know what the event is going to be. Davis believes that in year one it is a best practice to survey a new event and attend if possible. Valenti asked if it is true that CSE is not to engage attendees and ask them for opinion. Valenti noted this direction came from the Town Attorney. McDonald said the idea is to note observations as opposed to acting as a surveyor. Gordon said the direction during the funding process is they were not to reach out to event promoters for input. Davis believes it is the duty of the CSE to get the pulse of the event. Rediker agrees that first year event should be surveyed and because we’re not sure what the event is going to look like. Global Solutions Forum: Davis noted that this is an event that the CSE should try to attend in 2017. Wadey noted that 200 attendees were VMS students, faculty, and their guests out of 350 total attendees. Wadey requested that they break down their guests since it is a ticketed event. Waniuk is going to ask for the breakdown. New Business and Community Input Gordon asked for more formal policy for large events. McDonald noted the feedback from finance and Town Manager that the criteria would include multiple boards and commissions and it is mainly the terminology such as having a mechanism. Gordon asked if there will be definitive steps to communicate to the event promoter. McDonald said yes exactly. Gordon noted he wants to make sure there isn’t a 6 month delay for this process. McDonald agreed that is the goal and noted that we are asking for feedback from Highline and the Vail Valley Foundation. McDonald noted that the Town Manager is resigning and the Council approved the RFP process to recruit a consultant that would be selected on Dec 20th.  Motion to Adjourn at 10:35 a.m. M/S/P: Rediker/Wadey /Unanimous. The motion passed 5-0 CSE Minutes December 6, 2016 Page 8 of 8