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HomeMy WebLinkAbout2017-02-01 CSE Agenda Minutes FINALCSE Minutes February 1, 2017 Page 1 of 7 COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers Wednesday, February 1, 2017 @ 8:30am AG ENDA: Meeting materials can be accessed at the following link: http://65.38.144.10/weblink/0/fol/371711/Row1.aspx CSE Members Present: Samantha Biszantz Barry Davis Mark Gordon Rayla Kundolf Kim Newbury Rediker Marco Valenti Alison Wadey TOV Staff Present: Kelli McDonald, Economic Development Manager Ernest Saeger, Special Events Coordinator Laura Waniuk, Event Liaison Specialist Others Present: Missy Johnson, Highline Natalie Biedermann, Highline Chris Hartman, Town of Vail – Welcome Centers Beth Pantzer, Bravo! Vail Brooke Skjonsby, Vail Resorts James Deighan, Highline Kathy Langenwalter, Local resident Molly Eppard, Town of Vail – Art in Public Places Cindy Bellenger, Say No More Promotions Angela Mueller, REN Events Kara Woods, Art in Public Places Board CSE Chair, Barry Davis , called the meeting to order at 8:32am. Swearing-in Newly appointed and/or reappointed CSE members for terms ending December 31, 2017 (Samantha Biszantz, Rayla Kundolf) and December 31, CSE Minutes February 1, 2017 Page 2 of 7 2018 (Barry Davis, Mark Gordon, Marco Valenti, Alison Wadey). Tammy Nagel, Vail Town Clerk. Administrative Items Election of Chair and Vice-Char of the CSE Davis nominated Gordon as Vice-Chair.  Motion to approve Mark Gordon as the Vice-Chair of the Commission on Special Events. M/S/P: Davis/Valenti/Unanimous. The motion passed 7-0 Gordon nominated Davis as Chair.  Motion to approve Barry Davis as the Chair of the Commission on Special Events. M/S/P: Gordon/Rediker/Unanimous. The motion passed 7-0 Approval of the Minutes of the CSE Meeting December 7, 2016  Motion to approve the minutes of the CSE Meeting on December 7th, 2016 as presented. M/S/P: Rediker/Valenti/ Unanimous. The motion passed 7-0 Review financials: Refer to the spreadsheet. Reminder: Meeting Reminders: CSE Deadlines & Meeting Reminders: Updated Meeting Schedule for 2017: CSE, VLMDAC, VEAC Waniuk noted that the CSE will be presenting to the VEAC on February 14th, 2017. Davis noted that Gordon and he will be in San Miguel de Allende, Mexico representing the CSE. End of year 2016 Allocations/budget status ERC reference documents Event Recap: *motion to release final funding disbursement required Vail Snow Daze Please see presentation for further details. Deighan noted that a continued lack of budget and funding allocation affects the musical talent that is booked. Deighan noted that Michael Franti was back again becuase he is a great act, a friend, and able to book at half the market rate. Deighan said he believes that a lot of the restaurants, bars, and retail outlets were busy on Snow Daze weekend. Deighan would encourage the CSE not to diminish funding year over year. Deighan noted Jackson, Wyoming is investing $1.5 million into their spring event which brought back $7.8 million in lodging. Davis asked what the potential is for growth. Deighan said similar to 7-8 years ago, it would be good to have an A-list act such as Kid Rock. Davis asked if Ford CSE Minutes February 1, 2017 Page 3 of 7 Park parking lot is the venue. Deighan said he loves that venue and it may or may not be the answer. Deighan noted that STS9 wasn’t a disaster and that it filled the town. Kundolf noted that the CSE only gets $800k-$900k each year and the challenge is going to Council to ask for more money. Kundolf noted she did like the days of large music talent acts. Wadey asked if there was a way to create a family section in the Solaris music venue. Deighan noted that it is a tough venue to do this in and noted that most kids may be in bed at that time. Rediker asked how much Jackson, WY spends overall on events throughout the year. Deighan said they don’t have as many events as Vail does. Deighan noted that the town subsidizes half of the budget compared to Jackson Hole Mountain Resort because they see the value. Deighan noted that the Jackson tourism council funds $450,000 alone.  Motion to approve the final funding distribution Vail Snow Daze M/S/P: Wadey/Valenti /Unanimous The motion passed 7-0 Event Recap: *motion to release final funding disbursement required Vail Holidaze Please see presentation for further details. Mueller noted the change of event name to Vail Holidays in 2017. Mueller noted that in 2017, the Kris Kringle market will be expanded to two days. Mueller noted that the RRC survey only included 25 people and only during the Tree Lighting Ceremony.  Motion to approve the final funding distribution for Vail Holidaze M/S/P: Rediker/Valenti /Unanimous The motion passed 7-0 Event Recap: Winter Solstice Lantern Walk Please see presentation for further details. Eppard noted their focus was on local children in 2016. Davis asked how they plan to grow next year. Eppard said she is talking to Chad Young with VRD to have additional lantern workshops. Eppard noted the success of partnering with Alpine Arts Center who received funding from CSE for 2017. Kundolf said that this event embodies the community, 2nd homeowners, guests, etc. and cater to an international holiday event. Kundolf said she would like it to grow more without changing the core components of the event. Rediker noted the great participation even with lodging being down during the time this year. Eppard noted that a lot of guests heard about it through hotel concierges. Eppard noted the addition of sandwich boards in both English and Spanish in 2017. CSE Minutes February 1, 2017 Page 4 of 7 Final consolidated report of results of the 2016 survey program Please see presentation for further details. Cares noted the challenge and focus on attendance size estimates. Cares noted that some events they conduct both web surveys and intercepts such as Burton US Open. Becher noted that if one person goes to an expo and then a concert, that person counts as one attendee. Becher noted that they have received help from TOV Police estimating attendance at certain events and venues. Cares noted they try to communicate with the event promoter and sponsors in order to get the best attendance estimate possible. Valenti asked if the dashboard can include a year over year comparison. Becher said yes they can definitely look into that. Davis asked for the minimum number of survey responders and the largest amount of survey responders. Becher noted Bravo! Vail is the largest with around 800 responses and the larger responses being in the 100 – 200 range and the lowest responses being in the 20-40 range. Becher noted the median age of all events surveyed was 49.5. Cares noted the age range is a reminder of how diverse the event lineup is in Vail. Becher noted that importance of the event as it relates to their visit to Vail. Becher noted that overall net promoter score is 66. Becher noted the three highest attended events are Vail Farmers Market & Art Show, Bravo! Vail, and GoPro Mountain Games. Becher noted that the overall economic impact from 2017 events is $53.2 million. Becher noted the overall economic payback ratio was $30 of economic impact per dollar of TOV funding. Becher noted the tax payback ratio was $1.08 in incremental taxes per dollar of TOV funding. Gordon asked if it was Burton that drives down Councils payback ratios. Becher looked at Burtons stats and concluded that yes, Burton does drive their payback ratio down. McDonald said it is important to look at the charts that breaks down event by event and that the CSE is driven by economic impact. McDonald said it is important to look at this chart but to understand that Education & Enrichment events are not meant to have a high payback ratio. McDonald noted whether the CSE would like this full report included in the next Council packet or a condensed version. Becher noted the discrepancy in the 2016 vs. 2015 economic impact is in the spending that was measured. Gordon asked if the TOV funding amount is all events, not just CSE funded. Becher said yes. Becher noted that other benefits of special events such as marketing exposure, media/PR exposure, reinforcement of the town brand, overall enhanced guest satisfaction, and community quality of life benefits. Cares noted they are shifting from the intercept approach to the web survey approach. Davis said this information is very useful to the CSE. Rediker noted that the $100,000 funded to Spring Back to Vail in 2016 by the Council may need to be called out to Council because it does affect the return percentage. Davis noted the need to know what the outliers are year over year and how they affect the return percentages. Rediker noted her experience on Council and that they need to know the details. McDonald said she feels this is something that should not be put in the packet without a presentation to Council. Wadey agreed that communication is important when presenting this study to Council. McDonald said there needs to be a dialogue between the CSE and CSE Minutes February 1, 2017 Page 5 of 7 Council when presented. Cares suggested combining all of the databases that RRC creates for TOV to look at the overall big picture. Kundolf asked if CSE will be able to have a discussion about the presentation before it is included to Council. McDonald said Council needs to see who the guests are that are coming, parking study, and that the entire report is very deep and needs to include a presentation to Council. Gordon asked if CSE events are broken out from 15’ vs. 16’. Cares said there is room to adjust how this is presented and it would be helpful to note which events fall underneath each category. Gordon believes it is more useful to report this to CSE and Council. Kundolf noted the drop of 2% of household income of $150,000 or more. Cares noted that this is a summary graph and that this only measures 33 events in 2016 vs. 25 events in 2015. Cares noted that the 2% is within the margins of error as well. Kundolf asked if overnight visitor is related to the importance of event decision. Cares asked if the information she is evaluating is for current events or potential future events. Kundolf said it is both. McDonald noted that the individual event survey dashboard would identify the location demographic. Becher clarified overnight visitors does include down valley stays. Becher also noted that Vail America Days is not included in surveys. 2017 Event Survey Plan/Schedule: Review final plan for 2017 independent event survey program contracted by the CSE. Please see document for further details. Waniuk noted this is the current survey program for 2017 with the exception of Crazy Fest due to its cancellation. Waniuk said intercept surveys do not collect comments and that web surveys do and this is why they are more valuable. Waniuk noted the use of comments about Kick-It 3v3 Soccer helped improve the funding process. Waniuk noted that no Council events are included except for Burton due to lack of budget. Gordon asked if there is a survey price per event or are some more expensive. Waniuk said it is a program cost and that customization changes the cost. Gordon asked how much we pay for Burton. Waniuk said we do not have that but can come up with a formula if needed. Waniuk noted there will be four recap templates in 2017; Education & Enrichment with/without surveys and Cultural, Recreation, and Community with/without surveys. Waniuk noted the overall event highlights and successes slide addition. Waniuk noted that the Sustainability slide has been expanded with additional specific questions added. Waniuk noted the update to the event budget slide, including the question how were your CSE funds used. Waniuk noted the Education & Enrichment template updates as asking for qualitative data such as testimonials. Kundolf asked if changes can be e-mailed. Waniuk said yes. Event Liaison Specialist Marketing Update Please see presentation for further details Waniuk said that the goal is to present Vail Holidays and Lantern Walk as a seamless event and that marketing/branding are going to be managed by the Town of Vail. Davis said he attended two Vail Yeti games and is blown away CSE Minutes February 1, 2017 Page 6 of 7 how many out of town families are in attendance. Waniuk noted the Vail Yeti may do a Saturday night family promotion and that they will incentivize survey participants with beverages, tickets, etc. Waniuk noted that Burton US Open is conducting a lot of marketing on the Front Range. Waniuk noted the VLMDAC document which shows their approach to marketing summer events. Waniuk noted the 2016 TOV Allocations document that was requested by Phil Metz. Waniuk said this shows what the CSE funded vs. what the event budget is. McDonald noted that in-kind funding will be added for 2017. Waniuk noted Starting Hearts change of venue and date to the Vilar Performing Arts Center. Waniuk noted Slow Fashion Vail update and their focus on recycling and sustainability. Waniuk said Crazy Mountain Brewery canceled Crazy Fest in Vail on 8/19/17. Davis said the decision to allocate the additional $10,000 in funding does not need to be moved into executive session. Davis suggested option A is to move funds to existing funded event or option B is filling the shortfall of composting at Oktoberfest and Gourmet on Gore. Wadey asked why Crazy Fest canceled. Waniuk said their reason is competition with a lot of other industry events that are happening at the time including Great American Beer Festival. Waniuk hasn’t confirmed if they are having it in another location. Kundolf asked if an RFP was going to be put out for the funds. McDonald noted that it is a choice of the CSE to issue an RFP. Waniuk said the TOV environmental team suggested the option to fund composting at these events. McDonald noted that it is a third party that the funds would go to and that the CSE should earmark these funds specifically to a recycling and compostable component. Waniuk noted the final funding allocation sheet as a reference. Valenti asked if there are any other events that need help with the environmental sustainability program. Waniuk noted Taste of Vail. Davis noted the fear of allocating the cash being unfair and that two members of the CSE were not present during the funding process. McDonald noted that this can be funded the same way as the Farmers Market. Davis asked if they can allocate these funds to the environmental team and not to specific events this way they don’t expect it in the future. Kundolf noted her fear that events may ask for the money again the following the year. Waniuk suggested giving Slow Fashion Vail a year and that giving them $10,000 may not be a good return on investment. Davis said he is more inclined to support PBR West Championships instead. Gordon asked if it can be put towards 2017 budget. McDonald said no and suggested that the CSE can hold it until determining the best use. Rediker agreed it may be a good decision to hold on to it.  Motion to hold additional funding of $10,000 due to Crazy Fest cancelling event until CSE determines how to best allocate funds. M/S/P: Wadey/Valenti/Unanimous. The motion passed 7-0 New Business and Community Input Gordon referenced Vail Daily article that discussed the circus heading to Avon and the lower funded amount of $21,000 even though they said their requested CSE Minutes February 1, 2017 Page 7 of 7 amount could not move. Wadey noted that her friend is speaking in Las Vegas about sustainable fashion on February 20th and that Slow Fashion may be interested in learning. Wadey noted that discussions with Arrabelle are ongoing and that Vail Resorts may have support from Strategic Partners to help lower costs for certain events. Davis welcomed Kundolf and Biszantz.  Motion to Adjourn at 10:59 a.m. M/S/P: Valenti/Wadey /Unanimous. The motion passed 7-0