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HomeMy WebLinkAbout2005-06-28 Support Documentation CSE MeetingI I? a ? l i? -35 ALI jig I ll,i.; ? %J //n--? _ ? -A ^ ? ate'-v'•"'? /?. ?? l i L.Q7 f ' . S/DLO ctel" its S ??i 1 I? ?- ? -ate ??-----.-- // / A1' ,_ _ 1 c?-i --ty -- ?? _---- l J/ Z??4A .s ?? J TPE: 5 S, 17 ti -low AA, /- --?tA a, r r Sj 0-40W 4.? )j &eel l_ i') 1 s . .' G / I -51 G -------------- .41 ? jl 4114 }? 1 :l it Ile D y_. d, c 1 Nv? 4 1 1 , ??--- 1? W-4 ' 1 t? 1 v C? -?" rt ti --- j .?f \ L C.., 1142 i't -I o aa- Aim- If ny i y I ?- y Or -14 G? ?-- ll - - 74 ?-- '',? A n-'42- c f w? 3 1 r t Minutes: Town of Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers . Tuesday, June 28, 2005 at 8:30 am. Members Present: Steve Rosenthal, Stephen Connolly, Richard tenBraak Mark Gordon, Ian Anderson and Chairman Dave Chapin Member Absent. Todd Gehrke Others Present Joel Rabinowitz, Pam Brandmeyer, Kaye Ferry, Dan Conway, Laurie Asmussen, JoAnn Moore and Sybill Navas Chairman Dave Chapin called the meeting to order at 8:35 am. Motion to approve the minutes from the meeting of May, 24, 2005, as presented. M/S/P: Steve Rosenthal, Mark Gordon, Unanimous. AdminLL.,tor's Report: Sybill informed the members that there is a $1400 positive fund balance in the CSE budget due to the cancellation of the Triple Crown Western Regional Softball Tournament. Tournament organizers informed the VRD of the cancellation only last week, citing a lack of team registrations as the difficulty. Sybill reported that she had participated in a preliminary meeting between Brent Redman, head golf professional at the Vail Golf Course, and Matt Dockstetter, who last year had presented a r. . nasal to the CSE for a Celebrity Team Golf Tournament. The CSE had suggested that since the time fi w e was so short for an event of this scale, that Matt re-apply this year and present a more complete plan for organizing the event in 2006. Brent Redman was enthusiastic about the concept and indicated he would present his endorsement for the use of the Golf Course to the VRD Board of Directors. Sybill stated that Matt understands that he must re- submit his application as part of the 2006 CSE Funding process, and that there is no gua.a.Ytee that the CSE will allocate funds to this event. Sybill reviewed the Ambient Street Ent;..:,,inment Schedule which was included in the packets and stated that the changes in the previously gyred schedule for Lionshead were driven by the fact that Blue Creek Productions had already c.,.Lacted for entertainment at some of the same times. Jenna Stephenson at Resort Entertainment has been working c oopc,Yauvely with Brian Hall's group to insure that there are no duplications of effort and that as much entertainment as possible is j,Yv .rided within the Lionshead area. Following up on the conversation fi... last month's CSE meeting reea.ding the purchase of canopies with the Town's logo for use at events, Sybill reported that both Public Works and the Town Manager's office had stated that the Town is not in the position to implement this type of service, and that neither staff for set-up, delivery and maintenance or facilities for s...age are ju?,.3,ently available. Stephen Connolly, fiv. his experience working with Alpine Party Rentals, agreed with Town's position that this was a highly labor intensive j,.-,position and that the CSE's money would be better spent in solidifying other events. He pointed out that Vail's Event is much diiT,;Y,,.t than Beaver Creek's where the resort is actually its own producer. He emphasized that, in his opinion, the real issue is that event promoters who have received finding CSE/sn Minutes 6/28'2005 Page 1 of 4 fi.,... the CSE have an obligation to the Town as a sponsor, and that the positioning of tents in Vail that sport another resort's logo is an unaccpt ble breach of propriety. After some discussion CSE members agreed, and directed that a line should be included in the proposed handbook regarding r.. Fer sponsorship recognition for events su..,,.,. Led by the Town of Vail. Update on America Days and Sponsors: Due to prior scheduling conflicts, Laurie was unable to be present before 9:15. The CSE deferred this discussion until her arrival. VRD/Request for Funds: Joel Rabinowitz distributed a document and budget describing the 34th Annual Vail Invitational Soccer Tournament and stated his request for CSE funding in the amount of $800, which would be utilized for the purchase of new - Thies for the Vail Soccer Tournament that would reflect Vail's world class image. He ?.,vhasized the tradition in soccer tournaments of giving the winners' high quality trophies as well as free entry into the following year's tournament to defend their championship. Decision on this request was deferred to the end of the meeting. Update on America Days: Laurie Asmussen and Joanne Moore .?z,pw Led that Millennium Bank has Ai.,,red up as a significant sponsor of the event. They noted that the absence of the Patriotic Concert (occurring on Sunday the P), has made for additional challenges this year and they are p14....:. g several new activities to encourage people to stay in Town after the ,,.,,de. There will be continuous entertainment in Ford Park from 1:00 p.m. to 10:15 p.m. and a 23 minute display of fireworks will be "simulcast" with the live music of a 20 piece orchestra at 9:45 p.m. They affirmed that the parade would begin at Golden Peak and finish at the west end of the Lionshead Parking structume- emphasizing that the traditional route has been mai..t,.:..ed as much as possible in light of all the construction occurring within the Town. Laurie stated that President Ford is expected to be in attendance on Pepi's balcony and that the. word fi.,m the Pentagon is that the F 16's will flyover Vail at about 11:12. She added that they had been working with Resort Entertainment to provide entertainment throughout Town on Saturday and Sunday. CSE members reviewed the proposed "Timeline and Draft RFP for 2006 Funding Allocation Process" which was included in the packets, and ar,..,:.d by consensus to accept the process with the following changes: • 2006 CSE funding allocation decisions will be made at the regular November CSE meeting on the 4s' Tuesday (22°) in November. • In consideration of the holiday season, the regular December meeting of the CSE; which would normally fall on Tuesday the 27`h, will be cancelled. Instead, a joint meeting between the CSE and the Vail Local Marketing District Advisory Council (VLMDAC) will be scheduled for early in the month. • The pwpbsed joint meeting between the Town of Vail Event Review CL....,:ttee (ERC), Event Promoters and the CSE, for the purpose of developing the preliminary 2006 Special Event Calendar and identifying Town of Vail resources that may be required, will be held on Tuesday, October 25", which is the regular CSE meeting date in October, not at the September meeting, which was a typographical on the document. Review of the 2002-2005 CSE Strategic Plan: During discussion, CSE members identified several issues for eonsi&."on, including: CSE/sn Minutes 6/2812005 Page 2 of 4 t • How has the Town's attitude toward events changed in the last three years? Events are an integral part of the economy in both good times and bad. • Should the CSE set fimding "caps" for di&.;..d types of events, i.e. ambient, participatory, community, etc? • Demand a standardized P & L statement when event r..,...oters report back to the CSE. Hone in on identifying the desired demographic and require a post-event sheet including attendance numbers as well as credible demographic information. The CSE is too dependent on numbers provided by the event organizers; independent surveys are valuable. Is it possible to resurrect the Business Index that Rick Scalpello organized so as to get a better assessment of the event by event, weekend by weekend effects. • Revising and rede::.,'._g the calendar and schedule of goals which the CSE would like to see achieved in the next 5 • The CSE continues to .avi,le with the issue of whether it should ,..,„,ride "seed money," or on-going funding? • Should funding go to events that are contributing profits to charities? • How do commu...:.ty and cultural events fit into the CSE's mission? • Can we encourage Street Entertainment to be "entr,.j,.,...eurialT' Realizing that the topic was too large to bring to closure in a short discussion, CSE members a,s..,.d to form a sub-committee which will review the plan with the idea of identifying the issues which need to be addressed and present a report to the entire board at the July meeting. A draft of the revised plan, incorporating the input fi.,... this discussion, will be reviewed at the August CSE meeting, with a. goal of adopting a final version in January. Mark Gordon, Ian Anderson and Dave Chapin volunteered to serve on the committee. Other members were asked to e-mail their comments to Sybill prior to July 15. CSE members reviewed the draft of the Proposed 2006 Funding Request, which is due on Friday, July 29. The concept of the "Debit Card" for Town of Vail in-kind services was discussed at length, with Pam and Sybill explair;na that this is an atL....f,,& to "smooth out" the permitting process, at which time event r.?....oters are fiequently found in the *.,.,,ition of realizing that they require m-kind services that only the Town can r.,,, ride but neither the Town or the event r.i„...oter have anticipated or budgeted. The Debit Card would provide a means of accounting for the Town's services and allow the Event Review Cr,......ittee and/or the CSE to allocate some of these services in lieu of actual cash funding. It was y?.? used that this is not a request for new dollars, but rather an attL...t,t to ,U"..line the process by which allocations of staff time can be made in a more efficient manner than the current system allows. SybilI was directed to make changes to the format of the proposal which would clarify the dill,..,...ces in what is being requested in 2006 -* o.aas 2005's actual allocations. The request will be finalized at the July meeting. New Business: • Stephen Connolly informed the other-CSE men:,;,.., that he is leaving his position at Alpine Party R...Ld to work with Jeff Brausch in the devel.„ r...ent of a Sports Marketing Agency. He stated that there would be no conflict con"...:..g his position on the CSE, as none of the events they will be working with are in the Town of Vail. • Steve Rosenthal ,laL,d his opinion that The Graze at Vail was unsuccessful on several i.,..6, that he was bothered by the change in the event's identity "mid-stream" after the CSE/sn Minutes 6/28/2005 Page 3 of 4 1 CSE had reviewed the application. He felt that the Chili component historically had provided some continuity of restaurant participation which was lacking entirely in this year's event. CSE members felt that these comments could be vpYapriately add...6sed during the final event report. Dave Chapin remarked that the new petition being circulated by a few merchants seeking to remove Street Beat from the Check Point Charlie venue only highlights the Town's need for a permanent entertainment venue. Discussion of the VRD Soccer Tournament Request for Funding: Citing the benefits of a participatory event which brings 32 teams into the community and the reinforcement of Vail's image in the fv.... of the logo on the :.,.,Fhies, Steve Rosenthal moved to an allocation of $800 to the Vail Recreation District for the purchase of new trophies, contingent on the Vail logo being .,;;r...sented on the trophies. The motion died for lack of a second. Other CSE member comments included: Mark Gordon stated that he would prefer to hold fiords back for the Trick-or-Treat Trot. Stephen Connolly made the following comments: • This request is not compatible with the CSE's goals • More people leave without a trophy than with • The tournament has been going on for 34 years • A sponsor should be sought from elsewhere in the cv..u..unity- perhaps one of the . hotels benefiting from the event participants being in Vail? It is not the CSE's purview to support the VRD. Ian'Anderson noted the disturbing trend that more and more r., piously self-supporting event are coming to the CSE's "piggy-bank," but that he is inclined to support this request because it is an important event that meets the CSE's criteria. ? Motion to deny the request of the VRD, while recognizing the value of what is a event in the community. M/S/P: Stephen Connolly/Mark Gordon/ 5-1 with Steve Rosenthal opposed. Motion to Adjourn at 11:30 am. M/S/P: Mark Gordon, Richard tenBraak, Unanimous Minutes taken and suL... Ued by Sybill Navas June 28, 2005 Approved by: N i Date: ??p O Chairman, Commission on pedal Events Next Meeting: Tuesday, July 26, 2005 at 8:30 am. CSE/sn Minutes 6/28/2005 Page 4 of 4 Town of Vail Commission on Special Everts Meeting town of Vail: Vail Town 'Council Chambers Tuesday, June 28, 2005 at 8x30 a.m. AGENDA:, ? Approval of the Minutes from the meeting of May, 24, 2005 (5 minutes) ? Administrator's Report: (15 minutes) . • Financial Report • Cancellation of Triple Crown We i WU..u Regional Softball Tournament • Update on Meeting regarding a Celebrity Golf Tournament rY, nasal w/Matt Dockstetter and B,?_c RA..an • Update on Ambient, Street Entertainment Schedule • Vail Specific Canopies at Special Events ? Update on America Days and Sponsors: Laurie Asmussen (5 minutes). ? VRD/Request for Funds: Joel Rabinowitz is requesting support fiv... the CSE for the purchase of new trophies for the Vail Soccer Tournament (10 minutes) ? Review Proposed` Timeline and Draft RFP for 20061unding Allocation Process: (15 minutes) ? Review Strategic Plan: Discuss whether or not the plan should be updated and give dix,';on as to how to move forward. (30 minutes) ? Funding Request from.Couneff for 2006: Deadline for submittal is July 29 for a hearing on August 16. Discuss asal and give di.:,%I:on.-(30 minutes) ? New Business: (10 minutes) ? Adjournment: 10:30 am. Next Meeting: Tuesday, July 26, 2005 at 8:30 a.nL MINUTES: Town of Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, May 24, 2005 at 8:30 a.m. CSE Members Present. Todd Gerhke, Ian Anderson, Steve Rosenthal, Rich tenBraak Mark Gordon and Ch..:, ,,,an Dave Chapin CSE Member Absent. Stephen Connolly Others Present. Jeff Brausch, Dave O'Connell, John Dakin, Diane Moudy, Rick Scalpello, Jenna Stephenson, Joel Heath, Amy Phillips, Rob Levine, Kaye Ferry, Scott Cross, Sean Cross, Chad Youn and Sybill Navas Chairman Dave Chapin called the meeting to order at 8:35 a.m. Motion to approve the minutes from the meeting of April 26, 2005 as presented. M/S/P: Mark Gordon, Richard tenBraak, Unanimous Update on Special Event Approval Process: Sybill informed the members that the committee had met twice over the last month and that significant pros.,.,s was being made in improving the Special Event review process. Additionally, a sub-committee organized by Commander Steve Wright, had met and developed a procedure and time-line for an imp„., red Special Event calendar and review system which was ,.:..,ented in a flow chart y,::ya.,d by Rick Scalpello. The new plan calls for a joint meeting in the fall between all local event producers, the CSE and the Town of Vail Event Review Committee for the purpose of ..,sating an annual event calendar for the upcoming year and identifying the resources that the Town may be called upon to r.„ side in advance of the CSE funding allocations. The committee also identified the need to ..,.,ate a "Special Event Handbook," which will act as a guide to event promoters and will include information on venues and resources, permit applications and Town of Vail regulations and information on obtaining a liquor license. Mark Gordon, who along with Rich tenBraak has been ,st„ss:.?.l ..ag the CSE at these meet ngq, thanked everyone for participating and remarked how e.,.Lfying it is to be ,. L of a project where decisions are being implemented so quickly. Sybill also reported that on account of the huge demands that the construction activities have placed on planning and building review, as well as the ever in.,, rasing number of Special Events, the Special Event Pr,...it review is being moved out of the DRT and into the hands of a an independent Event Review Committee, which will consist of Town of Vail staff representatives who will be empowered to authorize their ,rbrective depa. Lent ak,..,,,rals. The new Event Review Committee is expected to be in place within the next two weeks. Citing the exa..wle of the Snoop Dogg concert, CSE members requested that Sybill drat} a letter to be sent to the Town Council and Vail Resorts reaffirming the need for a satisfactory venue, viable both in summer and in winter that is capable of hosting up to 15,000 people. Administrator Report • The CSE has an unallocated fund balance of $12,600. • The deadline for the CSE's request to Council for 2006 finding is July 29. Discussion as to what this request should include will be scheduled for the June CSE meeting. CSE/sn Minutes May 24, 2005 Page 1 of 5 • Sybill presented a proposed timeline for the CSE 2006 Funding Allocation process. After considering that there are a significant number of major events happening late in the summer and into September, and in order to allow adequate time to evaluate these events as well scheduling the newly proposed joint meeting between the CSE, Event Promoters and the Event Review Committee, it was decided to move the fimding allocation meetings into early November. Sybill was asked to present a revised timeline at the next meeting. • The Graze at Vail will replace the Big Wheel, Brews `n Chili event Sybill distributed an e- mail from Joel Heath describing the new format which will include a "Running of the Sheep" fundraiser for local charities, a "woolly" Dodge Ball event and a zany Ski Boot "Olympics." Final Reports: Taste of Vail: John Dakin introduced Amy Phillips, who will be taking over his position as the producer of the event next year, and distributed an overview and budget recap of the 2005 Taste of Vail. Breaking the event into two &.&,..ents, John stated that the Lamb Cook-off, the new element for which the CSE had r.,„ ,Tided funds, had been enormously successful in achieving the goals of adding a "grassroots" element, as well as V.. riding a showcase for the other Taste events and helping to keep the overall event fresh. John recognized their new partnership with the American Lamb Board, which had donated the product for the event, as well as the excellent response from a number of wineries. Although the intent of holding the event on East Gore Creek Drive had been to meld into the Streetbeat Concert, they had und,.,,.,Lmated the potential success of the cook-off and the venue k,. v red to be a bit too small. Questions to ad,'.,-4s for the lamb event next year include: How big should the event be, and what is the ayy..,y.,ate venue? Steve Rosenthal raised an issue concerning the 10x10 canopies, which had been rided to the event by Beaver Creek Resort and displayed the Beaver Creek Resort logo. Steve observed that it would be preferable to have the Town of Vail logo in view at Vail events, and commented on the imy. red ambience that the uniform tents provide at events in Beaver Creek. Sybill was directed to research the cost of acquiring "Vail" tents, management options regarding storage and m,.:..t- -- - -ce and to include this as a budget item in the 2006 fimding request. With regard to the main event, the 15m anniversary of the Taste of Vail was also deemed to be suc.,6bR 1, aca.,...yu..ied by excellent ticket sales, 61..,..g media ;,jLy.,sure and a positive review of the Mountain Top Picnic which will ?rr:.kr in the June issue of "Wine Spectator." John identified only two major issues: the h6L.l;,Y?.g that sh.,. &- ...ed the Mountain Top Picnic and the last minute withdrawal of Outdoor Life Network's filming of the event which once again left the event without the television eiir„.,,ue that they have been courting. Spring Back to WE Jeff Brausch and Dave O' Connell fi .,... Highline Sports and Ent.. ?.....ent a short video and distributed a recap of the event Jeff stated that their goal in planning the event was to "q,.,.&d the wealth," with activities in both villages and on the mou..t.:.. and that the event had evolved into the "Marquis event" for this time of year. Although the Snoop Dogg concert brought with it a number of challenges, it provided a valuable 1,;.u..:ng experience and was attended by largest crowd ever to see a concert in Vail. Looking to next year with Easter falling in April, the intent is to p u ride a more family oriented backdrop, still highlighted by 2 major "A" list concerts which will "bookend" the event, but re&..t:,v e of a broader base vs. the CSE/sn Minutes May 24, 2005 Page 2 of 5 edgy appeal of this year's acts. The 2005 Warren Miller film will contain footage from this year's event, and it is'anticipated that they will be back again next.year. Mark Gordon .?...arked that it was a.,al event and cautioned not to change the effect by taking down the entertainment too much- keep the energy! Steve Rosenthal commented that we need to continue to work with the Vail Police Dep. I....ent to keep a positive and friendly attitude. Jeff affirmed that was the ``m:o."; that unless the situation became very bad they would mai..u.:.. a."hands-off' posture. He c.,.ended Cmdr.:Steve Wright and'Chief Dwight Henninger for their support and. added that experience would help everyone to learn how to make best use of the new venue. Review and verify list of ev ? .:a. to be surveyed. At the January meeting, the CSE det w. ,....ined that the following events would be surveyed in 2006: 1. American Ski Classic 2. Vail Film Festival 3. Spring Back to. Vail 4. TEVA Mountain Games 5. The Graze at Vail (r.?aiously Big Wheel, Chili `n Brews) 6. Vail Lacrosse Shootout 7. Kick-It 3v3 Soccer Tournament 8. Vail Arts Festival ? Motion to replace the survey of the Vail Lacrosse Shootout with the newly created Labor Day weekend event;"Gourmet on Gore". M/S/P: Steve Rosenthal/lan Anderson/Unanimous.. Funding Request: Vail Film Festival, Summer Film Series: Scott and Sean Cross presented a request for $12,000 to produce 2 film screenings on Mondays, July 18 and 25, in the parking lot. at Crossroads. The shows would be free to the public and feature a classic; family friendly film such as "Casablanca." They stated that the original intent had-been to show films on 6 or 7 . Monday nights throughout July and August; however. their magazine sponsor backed out at the; last minute, ,LLng that there was too little time remaining to raise the funds fig.... their advertisers, but that they are c..--:Ued to the V lj*ect for next summer. Scott and Sean would like to move ahead with the limited screenings to test the viability of the event and to begin to establish. Monday as `Movie night"%in_Vail. The production cost per screening is ,.,,.,...,,.imate1y $9500. Meadow Drive Properties has committed to contribute $3000 as well as effort to help .,,ale an evening long event including a "wine walk" and an "art walk." Decision was deferred to the end of the meeting. Summer Street Entertainment/Lionshead: Consideration of 3 Options: 1. Contribute to the.fund raising effortto provide:addi_tional summer entertainment in, Lionshead gk.,.Leaded by,Rob.Levine. 2. Reallocate a portion. of the.CSE funding already allocated for Vail Village Street Ent;, t.? =6nt ($45,000- .1 performance site on Friday, 2 each on Saturday and Sunday) to vide for some. performances in Lionshead 3. Move-forward with cu..o..dy budgeted S-L,, Eu&.Udnment in Vail Village only.' CSEisn M111LACS 14ay 24, 200 Page 3 of Rob Levine ?,.,_?,ented an explanation of the entertainment proe."... designed by Brian Hall. to complement the Kidstruction Zone activities, which is ptvposed.to include Children's Theater performances, workshops to play off of the Kidstruction Zone, music style in the afternoons and 3-4 "special events. " He confirmed that Vail Resorts has offered to match the co..L.butions of the business community and that he has: raised a p. wdrnately $10,000 to date. Rob endorsed Brian's plan because he felt that Blue Creek Production's hands-on involvement in the construction zone gave them an advantage in the und-.,L-..ding.of where the entertainment could be placed to best advantage. In..,6Fonse to a question i.,... the CSE as to what.type of entertainment would be most beneficial to the merchant community, Rob stated that he felt a variety of entertainment would build the broadest base of attraction.. Diane Moudy and Jenna Stephenson presented a s,,. ,..dsheet proposal of how the current $45,000 allocation for 2006 Street Entertainment in Vail Village could be altered to ,,a.,, vide for additional performances in Lionshead by adjusting the size of the perf.,....;ng groups and/or reducing the number of performance sites. Diane pointed out that a contribution of an additional $10,000 ($5,000 from the CSE, with a $5,000 match from VRI) would r.., fide a larger amount of fimding for the pro .&..i than they have had in years past, when the budget included both Lionshead and Vail Village. CSE members felt that considerable resources have been focused on entertaining children, and that some of the entertainment r..fided should be geared towards a diff?.....1 audience. Decision on funding was deferred to the end of the meeting. Discussion of what the CSE's role in insuring that events which are important as "community events" should be, i.e. Trick or Treat Trot, Easter Egg Hunt, America Days, Holidays in Vail, New Year's Eve, etc. Chad Young?`. L Zed the VRD's position that they are unable, under the present budgetary constraints, to continue to produce the community events that they have in the past; .but that if fimding was available they would commit to producing the Trick or Treat Trot in the fall. On behalf of the VRD, he wanted to insure that no one would:be sti..I,.Lsed when these events do not happen, and that if the community would like to see them continue; additional funding would be required along with at least .3 months advance notice. CSE members agreed by consensus that these types of events are imp.,. "I to the community, but did not come to resolution as to how they fit within the CSE's mission and budget. Most members felt that a separate budget should be ma:..I.u:ned to put on these events, but others noted that there was a lack of support from other parts of the community. Dave Chapin directed that this . discussion be included on the June agenda as part of the devel.1,-ent of the 2006 1,.?.Fosal to the Town Council. CSE Strategic Plan: Dave Chq,;.t stated his confidence in the cu..r,..L plan and his belief that major changes would not be necessary. CSE members committed to re-reading the plan. ..".:,fully within the next month. and requested that time be allotted at the June meeting to develop a process by which the plan could be reviewed over the next few months, changes (if any) be recommended and the revised plan be scheduled for adoption next winter. New Business: Funding Request: After noting that the agenda had been revised and reposted, Sybill presented a last minute request i.,... the Top of the Rockies Softball' Tournament for $700. The event, scheduled for'June 4-5, has a long history in Vail. and is seeking to recover the cost of CSE/sn Minutes May 24, 2005 Page 4 of r ..:ul:ng the fields. The CSE requested that Tony be encouraged to apply for funds next year as, part of the regular funding allocation process. Rick Scalpello observed that many of the events receiving fiords from. the CSE are using those funds to pay the VRD for facility ,?„gal and suggested that this issue should be considered. in the review of the Strategic Plan. ? Motion to allocate $5000 to Rob Levine's committee for the purpose of providing Street Entertainment in Lionshead this summer as part of the Summer Street Entertainment program administrated by Resort Entertainment and conditioned on the funds being matched by Vail Resorts. VS/P: Todd Gerhke, Richard tenBraak, Unanimous. ? Motion to allocate $7600 to. the Vail Film Festival for. the purpose of producing two (2) Monday.night Film Screenings, July 18& and 25th, in the Crossroads Parking Lot and which will be free to the public. The CSE expels that these screenings will be a stepping stone to the'development of a summer long Monday night Film Series in 2006 and that this funding, is contingent on the Vail Film Festival securing the additional dollars necessary within the next 2 weeks. MIS/P: Steve Rosenthal, Ian Anderson/Unanimous. The meeting was adjourned at 11:40 am. Minutes taken and submitted by Sybill Navas May 24, 2005 Approved by: Date: Chairman, Commission on Special Events Next Meeting: Tuesday, June 28, 2005 at 8:30 am Minutes May 24. 2005 Paje 5 of 5 CSE/sn 2005 Allocations and Payment Records 6/21/2005 Town of Vail Commission on Special EVents: 2005 Funding Requests and Allocations Funds Available: $590,000] Rollover from Previous Year. $0 Contribution to America Days from Eagle County $69000 Total Funds Available: $596,000 $0 Event: *Nike Jr.. Goff All-Stars (3 yrs) Vail Classic: Criterium Vail Classic Oktoberfest/Highline Sports >Teva Mountain Games >Vail Film Festival America Days* (VVCTB in '03) Summer Street Entertainment >Sprin9 Back to Vail Holidays in Vail* (VVCTB in '03) >lCck-It 3v3 Soccer Tour >Gourmet on Gore >American Ski Classic >The Graze at Vail The Session Mardi Gras Vail >Vail Arts Festival Lacrosse Shootout Vail Film Festival: Summer Films of the Mountain Volleyball Vail Jazz Festival °Y06° New Year's Eve for Youth Taste of Val *Tri America Avon to Vail Triathlon Family Spring Carnival *Westem Regional. Softball Vail High AltTraining Camp VRD: Lionshead Easter Ecjq Hunt Subtotal. Event Funds Administrative Contracts: 2005 Dates: 2005 Funds Contract Status: Awarded: Jun 7-10, 2005-07 withdrawn xxx 4-Sep withdrawn xxx 3-Sepl tabled _ Sep 9-11 & 16481 $65,0001 as of 2/28 Jun 1-51 $65,0001 as of 4/29 Mar 31- Apr 31 $60,0001 as of 4/15 4-Jull $56,0001 as of 3/25 Jun 24-Sep 4 $50,0001 Apr 4-16 $40,0001 Complete Nov 25-Dec 181 $25,0001 Aug 5-71 $25,0001 as of 1/28 3-Sepl $25,0001:as of 3/25 Mar 16-201 $20,0001 Complete 25-Jun1 $20,0001 as of 3/4 Jan 12-161 $18,0001 Complete Feb 5-81 $15,0001 Complete Aug 19-211 $15,0001as of 3/25 Jun 24-Jul 31 $8,0001as of 4/29 July 18 and 251 $7,600 as.of 6/3 Jun 16-191 $7,500 as of 4/29 Jul 3-Sep 51 $8,500 as of 3/25 31-Dec cancelledl xxx ($5000) Apr 6-9 $5,0001 as of 2/28 Sep 3-41 $3,0001 sent 1/27 11-Marl cancelled) xxx ($1500) Jul 23-241 cancelledI per VRD 6/15 June 1-51 cancelledlrefund rcvd 4/20 27-Marl $1,0001 Complete 1 $539,6001 $590,000 $590,000 $6,000 , $6,000 $596,0001 $596,000 Total Funds Amount Still Paid Out: Owed: $01 . 11 $0.1 11 $01 II $21,6671 $43,333 II. $43,3341 $21,666 II $60,0001 $0 11 $16,6671 $391333 11. $01 $50,000 II $40,0001 $0 11 $01 $25,000 11 $16,6671 . $8,333 11 $8,3341 $16,666 11 $20,0001 $0 11 $6;6671 $13,333 11 $18,0001 $0 11 $15,0001 $0 11 $5,0001 $10,000 11 $8;000 $0 ll $7,600 $0 II $5,000 $2,500 1 $8,500 $0 I .$0 $0 $5,000 $0 1 $0 $3,000 I $0 $0 $0 $0 $01 $0 1 $1,0001 $0 1 $306,4361 1 I 1 I 1 $233,164 1 Administrative +Expenses 1 $35,0001 11 $14,3491 $20,651 Research/Event Evaluation 1 $20,0001 11 $01 $20;000 Subtotal: Admin. Contracts 1 1 $55,0001' $14,3491 $40,651 TOTAL:. -1 _ 1 $594,600 _ $320,7851 $273,815 CSE FUNDS REMAINING: $1,400 *These events are the result of the Event Recruitment Program >These events are designated for intercept surveys I 2005 SUMMER St xEET EN i r RTAINMENT PLAN Vail Villaee/Lionshead Street Entertainment: Managed by Resort-Entertainment and Funded by the CSE: ? Saturday, June 24 through Sunday, September 4 Slifer Sauare Fridays: 4:00-6:30pm Saturdays: 1:00-5 :00pm Sundays: 11:00-3 :00pm Seibert Circle Saturdays: 1:00-5:00pm Sundays: 11:00-3 :00pm Lionshead Mall Saturdays: 11:00-3 :00pm Sundays: 11:00-3 :00pm Lionshead Entertainment Schedule: Managed by Blue Creek Productions: ? Monday June 13 through Saturday, September 3 Aare' Davtm Music Series Thursdays: 3:00pm to 6:00pm Fridays: 3:00pm to 6:00pm Saturdays: 3:00pm to 6:00pm Children's Theatre Performances Wednesdays: 1:00pm Thursdays: 1:00pm Fridays: 1:00pm Children's Workshop Series Wednesdays: 11:00am REVISED: Timeline for CSE Review of Applications for.2006 Funds: • July 29: Due Date for CSE Request for 2006. Funds from Town Council • August 16: Council Review of CSE Request for 2006 Funding • August 29: RFP Available online • October 14: RFP Due Date • October 25: Regular September CSE Meeting Date: Proposed joint meeting w/ Event Review Committee and TOY Event Promoters to develop preliminary 2006 event Calendar. • November 8/9, Tuesday and Wednesday: Funding Applications Reviewed • November 29, Tuesday: Revised Regular November CSE Meeting Date Funding Allocation Decisions • December 13, Tuesday: Revised. Regular December CSE Meeting-if needed. CSE/sn Proposed Timeline for 2006 Event Review Process 6/1/2005 TOWN OF VAIL Commission on Spadat Erenls TO: Special Event Producers Subject: Funding Requests for Special Events in 2006 Attached are an application and guidelines for producers of Special Events who are seeking funding L „... the Vail Commission on Special Events (CSE) for events in 2006. The CSE will give particular ?;,-::on to t,.,., nasals for an event which would take place annually in the later part of August Examples of participant and ambient events that were funded by the CSE in 2005 include: • American Ski Classic • The Session • Spring Back to Vail • TEVA Mountain Games • King ofthe Mountain Volleyball Tournament • The Graze at Vail • Summer Street Entertainment • Vail Lacrosse Shoot-out • Vail America Days • Kick-It 3 X 3 Soccer Tour • Vail Arts Festival The Town of Vail Council has defined the following events as "qualifying cultural events." These events fall outside the finding authority of the Commission, and their producers should address any funding needs d:..,..4 to the Town Council. • BRAVO! Vail Valley Music Festival • Vail International Dance Festival • Hot Summer Nights Producers of all other events should submit the attached application, plus 15 copies, to the Commission on Special Events by 5:00 p.m. on Friday, October 14, 2005. Applicants may be asked to present their re.posals to the CSE and/or to answer questions on either November 8 or 9, 2005, and will be notified of their status by December 2, 2005. Additionally, all Event Producers who are holding an event in Vail in 2006 should plan to attend the Annual Event Review m:,;,:;-g on October 25, 2005, at 8:30 a.m. in the Vail Town Council Chambers. DRAFT August, 2005 • Oktoberfest in Vail Village and Lionshead • Holidays in Vail • Vail Film Festival • Vail Summer Film S. Q.;,..ings • Jazz at the Market • Taste of Vail: Colorado Lamb Cook-off • Lionshead Easter Egg Hunt • "Y05" Drug and Alcohol Free New Year's Eve CeleL. & :on • Gourmet on Gore • Mardi Gras Vail • TriAmerica Avon/Vail Triathlon • Budweiser Street Beat • Skating Club of Vail/ 8 Days at Dobson Arena Please address any questions to: Sybill Navas, Coordinator, Commission on Special Events E-mail: snecialeventsnvaggov.com Phone: 970 376-2394 or FAX: 970 476-7141 TOV/CSE -t- 2006 Application for funds DRAFT Town of Vail Commission on Special Events 2006 Event Funding GuideFtnes and ADDlication The mission of the Vail Commission on Special Events (CSE) is to support street entertainment and special events for vitality, year-round fun, sense of community and increased quality of experience for guests and residents. To qualify for funding . :ew, events must support the CSE's w.,,.tegic priorities and meant the.following requirements: ¦ The event(s) must take place predominately within the Town of Vail. ¦ Applications must be c..?elete, r, ? riding all inr.sA-ation and attachments requested on the application form: lnc.,..:Ylete applications will not be reviewed. ¦ Applicants must request a specific dollar amount and a brief explanation'of how the requested funds will be utilized. ¦ Funding allocations will be made directly to the entity whose name arr:? D on the application. All' Town of Vail permits and docum;,.."' on required for the production of the event must be filed under the name of the event producer as it appears on the; funding application. ¦ Applicants must r. vfide 15 copies of each application for distribution to the CSE members and staff. Please submit the application in'a format which can be easily copied; i.e. not bound The CSE wiU measure events .using the following 4.,,; .,.ria: • Potential for positive. economic impact to the retail, . ,1 -and lodging sectors of the comiaunity • Alignment with the target market as defined by the Vail Local Marketing District ¦ E.?.,,;,.:ence and qualifications of the event t,, u &acer • Or 'r L .mity to leverage fimding with sponsorships and/or media exposure so as to "66.e,,$" the impact of the LSE's c...:.;.bution • The event is r.,. Y ased for a time of year that supports the CSE's goal of ensuring a calendar of events that will stimulate the local business economy throughout the year ¦ Contribution to Sense of Community Although the CSE believes that events should become self-supporting over time, and be weaned fil.,.u public funding after establishing a solid foundation of sponsorships and other revenues, it that there are some events which the , .,...,..:.:nity expects. that are likely to require continued subsidies. Examples include the a of July celeL.,..:ons and the Christmas tree lighting e,.., ones. TOVlCSE - 2 - 2006 Application for Funds DRAFT The CSE's strtegic priorities are: ¦ To ensure that visitors leave. Vail with the intention to "definitely return." ¦ To OL...ct new and to facilitate existing events that have a large number of participants who will return year after, year. ¦ To develop and maintain a 'calendar of events that will ensure a balance of activity and :entertainment options for visitors throughout the year and that: will help to stimulate the economic vitality of the community year round. ¦ To evaluate and advocate for icon events that are attracted and funded by others. An endless array of events exists, each having attributes and benefits: The CSE has developed the following categories of events to establish a common vocabulary:. Icon Those "irega n events; y Advoatcy . and requiring extensive community and vol_, ,;;. involvement Participant Events characterized by a large partLI.,_ Recruitment, facilitation and base site L..... cement Ambient Locally-, . ?zed events designed to enhance. Seed funding and, .,,:,..cOon the ;i...,?..ence of existing guests, increase their ::.? ,.. to return and increase visitor spending The CSE's top strategic priority is to entice visitors to return to Vail. Therefore, the CSE will prioritize "Ambient" events when the maximum number of visitors is here to enjoy them. Concurrently, with the goal of stimulating the economy during the slower periods of the year, the CSE will recruit and give pref;,. 41..ce to "Participant" events in June or September. The CSE does not have fimding available to support "Icon" events, but will review proposals for this type of event and forward a recommendationto council. Additional information on these categories can be found in the "Vail Commission on. Special Events Strategic Plan 2002-2005" which can be accessed on-line at www.vailLov.com, click on "Doing Business," then "Special Events." It is the intent of the CSE to align itself with the taiget.nWket identified by. the Vail Local Marketing District, therefore: ¦ Priority will be given to events that attract and entertain visitors with the following demographic profile: o 35-64 Years of Age o. High Level of Education o White Collar Manager/Owner/Professional o Household Income :> $ l 00K Events that wt.-;J to visitors who have an interest in cultural activities as well as participant events that occur annually are strongly encouraged. TOV/CSE -3- 2006 Application.for Funds DRAFT All event producers receiving funding will. be Q1?,,.,cted to present to the Commission on Special Events within 90 days of the close of their event a written, post-event follow- up document which must include: ¦ An overview outlining the .event's strengths and weaknesses: specifically, what went well and what measures could be taken to imj,.. ,re the event ¦ An event budget showing actual profit and loss numbers and how the CSE funding was utilized ¦ A detailed overview of the marketing that was implemented to promote the event ¦ Survey results showing the estimated effect on the following, per the CSE Criteria: o Attendance numbers and demor,?a hic profile o Economic impacts to the retail, ...6laamnt and lodging sectors of the community o Visitor Intent to Return ¦ Potential for growth and the devel..,,-ent of sponsorships and media exposure • How did the event impact Vail's Sense of Community? Finally, in consideration of the receipt of funds from the CSE, the Event P..,.oter must agree to the placement of the Town of Vail logo and the ThinkSummer.ThinkVail logo on marketing and promotional materials associated with the event as 4rr.,.,p.:ate to the level of sponsorship. Upon its request, the Event Promoter will provide the CSE with copies of any film or photographs fi.,. the event for the purpose of ,, .:-,oting the Town of Vail. Cv .,deted Applications may be mailed or hand delivered to: Town of Vail Commission on Special Events 75 South F..,.6ge Road Vail, CO 81657 For additional information, please contact Sybill Navas, Special Events Coordinator, at snecialeventsnvaileov.com, or at 970 376-2394. TOV/CSE -4- 2006 Application for Funds DRAFT VAIL C011MMION ON SPECIAL EVENTS EVENT FUNDING APPLICATION Please print or type all information ? EVENT: ? PROPOSED DATE(S): ? AMOUNT OF CASH FUNDING REQUES i hLr • PRODUCING EN i i i r': 17-,.:dent or Executive Director's Name: Name and Title of Person C.-. ,leting the Application: Address: Telephone: / Cell: / FAX: / WEBSITE: E-Mail Address: 0.6"-ization's tax status: For Profit Non-Profit* Not for Profit* Non Profit (501C-3), or Not-for-Profit (501C-6) ons, nizatiplease attach ci...."k'. State Depu went of Revenue Certificate with this application. Tax payer 1D# o Does the Event benefit a charity? Yes No o If yes, please name the beneficiary: Mission Statement: Number of years your,-, -b" :zation has been in bu,:..Qss: • Brief Des..*yuon of the Event • Describe where event will be located within the Town of Vail: • Wdl any portion of the event take place outside of the Town of Vail? Yes No If yes, please explain: TOVICSE -5- 2006 Application for Funds DRAFT • Please describe briefly how you will use the funds that you are requesting fl,,. the CSE: • Will additional in-kind services be required Ii.. the Town of Vail? Yes No If yes, please explain, including a description of anticipated ii,wcts on Town of Vail services: i.e. bus service, parking, traffic c.,..4.,1, ?u<dt closures, etc. The event -„ -oter will be ch,.e A for all labor, materials and equipment unless such services are suecificalty exempted and ?.v .,..red as part of the Special Event Permit. • Is this a: New event Existing event Number of in existence Location(s) of event in previous years: • Number of r t?.,r (athletes, artists, exhibitors, etc.) anticipated Number of volunteers needed . Number of event staff Total Number of spectators anticipated Local % . In state (non-local) % Out of State % • If possible, would you intend to host the event in Vail beyond 2005? Yes No If yes, for how many ytu., beyond 2005? • Do you anticipate requesting funding from the CSE next Yes No If yes, in what amount? REQUIRED ATTA?,=AENTS (incomplete applications will not be considered): ? Detailed event budget, including all anticir..3 revenues and expenses. ? MalL.,.ng plan and detailed explanation of potential for sponsorships and media exposure. ? Previous yam'°s event evaluation, including income and expense statement (if existing event). ? Past or projected demot,.,,hics of event attendees and spending. ? Brief des.,.?/.on of potential benefits to the Town of Vail, including an.,bL..ated # of in..x.;a, room nights and iru x, ased spending generated ? What a*:1, .. on ins ???..ent should the Town of Vail expect? ? Oxw.,,..:zzation rosters naming: ¦ All officers and x,?4F:,. L ire positions Board of Directors and positions TOV/CSE -6- 2006 Application for Funds i "RAFT A The CSE af,p.,ciates the inclusion of any additional support materials, such as vide?t,r pror,."..s, news articles and other printed materials. PLEASE SUBMIT 15 COr 'i+.S (at least one formatted so as to be easily copied, Le. unbound, 8 %: _a l l size) OF i tj& COMPLETED APPLICATION AND REQUIRED ATTA41- tu.IENTS TO: Vail C.,?......ission on Special Events C/o Sybill Navas . Town of Vail 75 S. Frontage Rd. Vail, CO 81657 For information and questions call Sybill Navas at 970 376-2394. EVENT NAME: PROPOzint) DATES: Funding in the amount of was -VF.-ved by the CSE on (date) . . Subject to the following conditions: Signature: CSE Coordinator Signature: Applicant Unless otherwise specified in the c.,x.Lact, CSE funds will be distributed per the following ¦ 1/3 of the amount upon the signing of a c.r.ALact stipulating the L?r...s of the'CSE's funding allocation, ¦ 1 /3 of the amount upon verification of the placement of the first advertising ¦ .1/3 of the amount upon the c.,...pletion of the event TOV/CSE -7- 2006 Application for Funds Vail CSE Strategic Plan-- 2002-2005 u' 11!14/02 Vail Commission. on Special Events Strategic Plan- 2002 - 2005 November 14, 2002i 1 Vail CSE Strategic Plan- 2002-2005 11114102 Executive Summary Vail is poised to reinvigorate its tourism business and Special Events will play a key role in making this happen. Success will depend upon disciplined attention to business basics: good strategic planning, objective decision-making, cooperation with the Vail Marketing District (VIVID) and, most of all, focus. The Commission on Special Events (CSE) strategy includes several fundamentals. They are: 1. Special Events contribute to visitor satisfaction and increase spending. 2. Cooperation with the Vail Marketing District will eliminate duplication of effort: the VIVID attracts visitors to Vail and the CSE entices them to return. 3. A single point of contact is required to support special event producers. 4. The use of measurable criteria in event selection, funding and evaluation is key to ensuring progress. These goals lead to the following priorities in priority sequence: 1. To ensure that visitors leave Vail with the intention to "definitely retum". 2. To attract new (and current) events that have a large number of participants who will return year after year. 3. To be an advocate for selected icon events that are aLL, acted and funded by others. Tactically, this means: 1. Attracting and funding only those events that support this A, ategy. 2. Securing a single point of contact for event producers. 3. Establishing clear coordination channels with the VIVID. Progress will be evaluated by continually addressing these basic questions: 1. Did every event inve.*6, ent increase Vail's economic performance? 2. Are event inveA ments being fully leveraged to increase sales and marketing reach? 3. Are we consistently achieving more impact with public resources? Vail Is a leader. But in recent years, efforts in special events have achieved declining results. Vail has begun to experience an erosion of equity in the events marketplace, and rivals are taking away some of our tourism business. The stage is set for change and the following plan outlines how we will reach our goals. 2 f Vail CSE Strategic Plan- 2002 2005 Submitted by the Vail Commission on Special Events: Commission Members Devon Alvarez, Voting, Business At-Large Pam Brandmeyer, Advisory, Town of Vail Dave Chapin, Voting, Restaurant Rick Chastain, Advisory, Vail Valley Chamber & Tourism Bureau Stephen Connelly, Advisory, At-Large Kaye Ferry, Advisory, Vail Chamber and Business Association Joel Heath, Advisory. Untraditional Marketing Chris Jarnot, Advisory, Vail Resorts Bill Jewitt, Advisory, TOV Council, Chairman. Kurt Krieg, Advisory, Vail Valley Foundation Scott McCormick, Advisory, Highline Sports Piet Pieters, Advisory, Vail Recreation District Steve Rosenthal, Voting, Retail Rick Scalpello, Voting, At Large Packy Walker, Voting, Lodging 11114102 3 Vail CSE Str,µ,.6 c Plarr- 2002-2005 11114102 Introducilioin Vail has long been recognized as a leading tourism destination. Facts that support this assertion are numerous and evident: widespread brand recognition and the hosting of numerous major international events over the last 20, years. These factors have combined to solidify Vail's premier status - yalidated in 2002 with a number-one ranking by Ski Maoazine. And yet, Vail's economic performance has been stagnant for the last several years: declining sales tax receipts, alt., Ton of the retail core. and hotel occupancy rates far below capacity. These indicators are especially evident during the summer months. Vail's performance in Special Events has seen its highs and,lows. Early on; when seeking to establish its reputation.in the marketplace, major international events proved crucial. This was especially true during Vail's formation, and perhaps no better recent example can be found than the 1989 World Alpine Ski Championships. Despite these and other successes, Vail has not kept pace with the marketplace. Even with a growing inventory of cultural events and.an occasional hosting of a world championship, Vail has lacked a consistent ;*6 alegy.. True to Vail's visionary spirit, however, efforts are now addressing Vail's most important marketing priorities. The VIVID has directed significant resources at repositioning the Vail Brand; extensive consumer research has helped refine the- target consumer; key markets have been determined and new messaging has been established. The Town of Vail Council recently approved legislation that seeks to refocus Vail's special events program. This ordinance reorganized the existing Commission on Special Events (CSE) and set several broad objectives. Among them are: 1. To increase lodging and sales tax collections 2. To establish a single point of contact for events administration 3. To provide street entertainment and special events for vitality, economic viability and fun all year The TOV Council approved a 2003 budget of $570,000 for special events. It is an objective of the CSE to demon*L ate to Council that special events are a revenue provider for the Town and not an expense, that events can deliver substantial sales and lodging tax revenues while at the same time making Vail a more exciting place to live. In summary, special events, long identified as critical to Vail's success, are receiving renewed'attention, increased resources and much greater accountability for economic contribution. The stage is set for change. The following Strategic Plan is_designed to lay a foundation for the development and future success' of Vail`s special event program. 4 Vail CSE Str,. ,6:a Plan 2002-2005 Strategic Fundamentals 11/14/02 Role(s) of the CSE Prior to its reorganization, the Vail CSE was largely a granting body, primarily tasked with considering producer requests for funding. Moving forward, the CSE will play a much more proactive role by: 1. Focusing on a strategy designed to entice current visitors to return to Vail 2. Attracting new visitors by dedicating resources to recruit participant events 3. Following objective event selection, funding and evaluation criteria 4. Ensuring that event investments are closely coordinated with broader marketing objectives identified by the VIVID Role(s) of the VIVID The VIVID will play a key role in event marketing by placing heavy emphasis on this area in its new plans for Vail's Summer Brand. In this effort, the VMD will: 1. Determining key brand elements: target consumer demographics, primary and secondary markets, messaging, etc. thus providing input to the CSE on event strategy, selection and evaluation 2. Coordinate communication and planning timelines with the CSE so that event investments are fully leveraged 3. Budget appropriate resources to take advantage of ancillary marketing opportunities brought about by Vail's special events portfolio Event Production and Risk The public sector is far less efficient at producing special events than private and non-profit entities. In addition, municipal budget constraints make it unappealing to risk financial resources on Items such as ticket and merchandise sales. Fortunately, there is a thriving events industry eager to locate event properties in attractive locations such as Vail. Therefore, the CSE will engage outside firms to produce events in Vail - using their capital. Event Cateaorles Special Events are not monolithic. An endless array of events exists, all with different attributes and benefits. Therefore, a common vocabulary is required to identify what events are needed and how they will contribute to Vail's goals. For this purpose, the CSE has developed a three-tiered approach. While the following table provides the basics, greater detail can be found in o Attachment A: Event Categories 5 Vail CSE Strategic Plan- 2002-2005 11114102 -•• • -• Icon Those "mega" events, occurring Advocacy infrequently and requiring extensive community and volunteer involvement Participant Events characterized by a large Recruitment, facilitation participant base and site improvement Ambient Locally-produced events designed to Seed funding and enhance the experience of existing promotion guc*6, increase their intent to return and increase visitor spending Event Comparison While these categories lend structure to the choices that exist, tools are still needed to compare events on an "apples to apples" basis. While final CSE decisions will be made using both subjective and objective models, significant attention will be given to gathering as much quantifiable data as possible. In this effort, a numerical ranking grid will be used - Attachment B - Special Event Ranking Grid. This tool will be revised and updated with experience. Event Acquisition The CSE's top strategic priority is to entice visitors to return to Vail. Therefore, the CSE will ensure that ambient events are held when the maximum number of visitors is here to enjoy them: in the summer that is from the end of June to the middle of September. Fortunately, the time period from the end of June to mid August already hosts BRAVO and the International Dance Festival, which, even though they are more icon than ambient events, play a major role in enticing visitors to return. Therefore, the CSE will initially focus on new ambient events for the mid August to mid September time slot. Concurrently, the CSE will recruit and give preference to participant events that would occur in June or September. In order to get the most "bang for the buck", the CSE will 1. Attempt to migrate current local events into visitor ambient events. e.g. July 4 parade, annual tree lighting, ski swap. 2. Promote participant events to visitors and locals. 3. Focus on improving Town facilities and support of events in lieu of providing funding. 4. Provide contact information on visitors to VMD for future direct marketing. 5. Encourage producers of special events to provide free *6,cet entertainment e.g. clowns from circus, musicians from BRAVO, artists from Arts Festival. 6. Actively solicit entrepreneurial street entertainment. 7. Develop a startup kit for non-profits on how to create a fund-raising event. The events industry is diverse and dynamic, consisting of many players in constant shift. This begs the question, "how can Vail acquire the right events, at the right time and under the right terms?" Fortunately, Vail is not the only community to ask, and the industry has responded by developing several methods for events and potential host sites to court one another. Among them 6 Vail CSE Strategic Plan- 2002-2005 11114102 are industry associations, tradeshows, websites and periodicals all actively promoting events looking for host sites and vice-versa. These, along with personal promotion efforts will enable Vail to. develop numerous positive event choices. The CSE will pursue a specific acquisition ab ategy for each event category, as outlined below: Icon o Advocate selected events attracted and 24-48 months funded by others Participant o Aggressive event recruitment utilizing 6-24 months personal promotion efforts Ambient o Annual RFPs to local event producers <12 months Critical success measurements In keeping with the public trust, and economic realities, every event inveaL agent will be held to a high level of accountability. In coordination with the VMD and appropriate research vendors, tools will be developed to regularly measure the following criteria: 1. Economic indicators o Sales tax collections o Lodging tax collections o Occupancy rates o Direct event spending o Tangible marketing benefits o Revenue generated through ancillary efforts 2. Research M YMsurements o Guest in :ant to return o Awarentsp of Vail as an events destination 3. Other values o Consumer (m i name acquisition and follow-through o Group sales leads Goals No strategic effort is able to allocate resources or measure success until goals are established. Therefore, the CSE has set the following schedule: 7 Vail CSE Strategic Plan- 2002-2005 11/14/02 By year-end 2002 1. Secure a schedule of ambient events for 2003 and develop a consistent structure for leveraging them to increase visitor. return. 2. Identify target categories and producers of participant events. 3. Secure admini-le ative and participant event resources. a. Allocate funds to effectively administer the CSE and to provide producers with a single point of contact. b. Allocate funds to recruit participant events and to spearhead development of TOV capacity to host these events. 4. Identify areas of coordination with the VMD. 5. Develop a planning timeline for 2003. 6. Publish the CSE S6 alzgy. By spring 2003 1. Implement a new ambient event process that accurately reflects this strategy. 2. Solidify strategic coordination with the VMD. 3. Provide Council with a status report. By summer 2003 1. Reassess Administration and Participant Event resource plans. 2. Provide a detailed special event budget request to TOV Council for 2004. 3. Establish a firm timeline to engage planning for 2005 events. 4. Create a structure to take advantage of alternative revenue opportunities generated by event hosting e.g. sponsorships, lodging commissions, revenue sharing. 5. Provide Council with a status report. By year-end 2003 1. Execute at least one new participant event. 2. Assess success and failure of 2003 events and make corrections for 2004. 3. Provide Council with a status report. By year-end 2004 1. Execute at least two additional participant events 2. Assess success and failure of 2004 events and make corrections for 2005. 3. Provide Council with an annual slabs report. By year-end 2005 1. Execute at least three additional participant events. 2. Assess success and failure of 2005 events and make corrections for 2006. 3. Provide Council with an annual status report. The CSE is committed to evaluating these goals on a regular basis. 8 Vail CSE SYr,w :dam Plan- 2002-2005 11114102 Staffing, Facilitation and Event Recruitment These efforts cannot be conducted by Commission members alone, especially given their focus on *6 ategy, volunteer status and base of expertise. Almost every significant event destination allocates resources to the admini.,Le ation, ongoing support and recruiting of special events. The Vail CSE will do the same. In the long-term, Special Events could generate ancillary revenues and help to underwrite the costs of administration and recruitment. Today, these additional revenues are not available. The preliminary budget for 2003 assumes the following staffing: 1. Contracting for CSE administrative support and a single point of contact for events admini*l.. alion. 2. Contracting for recruiting of participant events, facilitation of these events until a permit is submitted and spearheading the development of TOV capacity to host these events. Dependencies The CSE is an agency of the TOV and it therefore relies on the Town for support in many areas. Otherwise, the CSE would have to duplicate these services at costs that would consume the CSE budget. Examples of support that the CSE will look to the Town to provide are: 1. Legal 2. Reproduction and Supplies 3. Email Accounts 4. Phone S. Liability Insurance 6. Contract Negotiations 7. Office Space 8. Town Staff Support as Required 9. Consistent Special Events Funding The CSE is also dependent on the VIVID: 1. To bring visitors to Vail. 2. To market CSE events. 3. To establish a single lodging contact for events. 9 Vail CSE Strategic Plan- 2002-2005 Preliminary Budget - 2003 Income TOV CSE Event Funding Other Revenues Total Income 11114102 $ 570,000 $ $ 570,000 ExperLvc-, s Event Funding Ambient evc, (6, $ 225,000 Vail America Days Okioberfest Tree Lightings Others 7RD $ 225,000 Participant Events $ 220,000 TEVA Mtn Games* $ 75,000 American Sid C lassic* $ 25,000 The Session* $ 20,000 3 on 3 Soccer $ 25,000 Others 7W $ 75,000 Admin6Lat;on, Recruiting $ 75,000 and Research Total Expenses $ 520,000 Contingency $ 50,000 Total Expenses plus Contingency $ 570,000 * = Funded SUMMARY The CSE n-l, ategy is to use special events to entice visitors to return again and again, to increase the lengths of their visits and most importantly, to spend more money in Vail. 10 ' C . Vail CSE S. Plan- 2002-2005 Attachment A - Event Categories 11/14/02 Icon (events that are highly sought-after) Icon events are national /international in scope and likely to contain professional or Olympic-level performers. They represent the top level of perfo an or competition in their category and generate widespread brand exposure in the form of televisi , br d public awareness (often crossing international boundaries) and possess an extended marketing d PR p n. Icon events bring a large participant base with them, significant direct spending, and generate for n mbers that measurably impact Van's economy. They are secured through targeted identifca . and nego tion and require a significant inv w-,.ent from the for-profit sector. Icon events also require i..,L-sive investme from the host counity, often in the form of seven-figure cash contributions, a dedicated organizing coin staff and large olunteer core. Icon events possess a.secure financial an national sponsor base a have a proven profit outcome. But, they also require the host community to pay Ognificant site fees, and a significant financial risk, with the opportunity of return through local lie sharing, (lodging packs es, ticketing, con... „ ,.,1ons, merchandise, etc.) Examples: World Alpine Ski Cba pionships, New Orleans Jazz F Z 1, New York Philharmonic, Super Bowl, Ryder Cup, US pen, World Cap, Olympics, X-Gam PGA TOUR Participant (events that aVw 00k for host sites, but require. itmen Participant events run thfrom season-ending championships in ama ur sports to stops within a large tour or series to regional events and conl? ces. They are proba b owned by a national governing body, tour or producer. primarily identified by the size of the I rti nt base they bring with them. Their primary benasured by participant spending and heavy co ideration is given to length of stay and time of year. Th ts are actively looking for host sites and partici to to numerous ind W ? . "site brokerages". Vail cecruit these events through an ongoing outrese program. S : ... dary considerationj4s given to their marketing value to the general consumer Aftere they may very wen have high apTab? tegory audiences. Sometimes they will be televised (fro national to regional) but they have limto attract a Iarge ?,, :;.lor base on their own. Given Van's me, however, the y may attract sufficiors to reach high hovels of occnpanry. Participant et office oderste FIT marketing opthrough association membership, w l :linkages, . re at ten events in the tour or j, 6; .!: wThese events ally secure, probably having one or two major sponsors, but will mire a host-site investment (a0,000 and as high ss $200,000), often as a combination of each and i kind support. The primary y for regaining investment capital wi71 come from lodging package sa and local/regional ips. Examples: VA Outdoor Games, World Mtn. Bike Championships, NGB National Champio hips, US /Youth Soccer Regionals, USTA Fed Cup/Davis Cup, US Cross Country Championsh Professional Cycling Tour, American Ski Classic, 3on3 Soccer, Lacrosse Shootont Ambient((events to improve ? L:tar"satisfaction and increase spending) Ambie events are designed to enhance the experience of existing guests and to increase guest intent return. They .. a? con, .l'l . l 6 the majority of the events that occur in Vail Their primary benefit is vL,''j , spell g in the Vail business districts. They are acquired through an annual RFP process and are likely be locally produce(L Ike. events generally could not get started without public funding. xamples: Vag America Days, Vail Arts Festival, Oktoberfest, Big Wheel & Chilifest, Tree Lightings 11 Vail CSE Strategic PI=- 2002-2005 Attachment B - Special Event Rating Grid EVENT NAME: TYPE OF EVENT (circle one): Economic Iupact Timing Demo6.aphic Fit Growth Potential Producer Qualifications Marketing Value Total Ambient Pardcit,.r 11/14/02 Ratiniz (1-5) Ambient Participant' Score 20 25 20 15 25 15 15 20 15 15 5 10 N/A 100 100 Economic L-,,xt Proj;.,,.,d sales and lodging tax revenue impact Timing: Match strategic time slot(s) for this type of event Demote-vhic Fit Match profile of "6,;.1 visitor for this time slot Growth Potential: How big can it become Producer Qualifications: Can the producer get the job done Marketing Value: Provide advertising content or visitor to VMD r 12 DikAf? i M Memorandum: TO: Vail Town Council FROM: Commission on Special Events DATE: July 29, 2005 RE: 2006 CSE Funding Proposal 1. Direct Event Funding: $640,000, to be allocated as follows: • $50,000: America Days e $50,000: A new event to fill the calendar "hole" in late August. The CSE will issue an. RFP stating that seed funding is available for an event that meets the designated criteria that would be' scheduled during the later part of August. • $7,500: Partnership w/Vail. Rotary to purchase ducks for the annual Duck Race, enabling the Rotary -Club to dictate when the event will take place in considc..auon of . the CSE's scheduling goals. $10,000: Community Events such as Easter Egg Hunt, Trick or Treat Trot, etc. • $25,000: "Debit Card" for Town of Vail Services to be allocated at time of permit . review. • $500,000: Direct event funding to be allocated during the CSE's annual RFP review process in October. 2. Event Evaluation and Research: $20,000 3. Administration and Permitting: $36,000, plus Parking Pass. TOTAL 2006 CSE FUNDING REQUEST: $698,500 relues+ f Comm'.:,, a on Spadai Everts July 30, 2004 TO: Vail Town Council FROM: Commission on Special Events CSE "Tier I" Request: $725,000 in 2005 (or $897,450 if the "Tier r option is accepted), Cow and Legal Sumort, and a 2004-2005 TOV Parking Pass Over the last year, the CSE has applied the fimding allocation criteria which it developed with the following goals in mind: • Stimulating business for local merchants, restaurants and lodges • Aliment with the target demoe,."rhic of the Vail Local Marketing District • - Providing start-up funds for events that have the potential to become nationally recognized and to anchor the same relative time slot annually, i.e.: o TEVA Mountain Games o Spring Back to Vail o Vail Film Festival • Incentivize visitor returns by insuring that guests that are already here are enjoying themselves and that the atmosphere in town is full of fun and vitality, i.e.: o Summer Street Entertainment o Vail Arts and Wine Faire o America Days • Supporting events where there is opportunity to leverage the CSE allocation with significant sponsorship $$$ or media coverage, i.e.: o The Session o TEVA Mountain Games • Encouraging evc,..6 that bring a large number of participants a?...mlly, including: o Lacrosse Tournament o Got Milk`13 vs. 3 Soccer Tournament • Providing funding to ensure the viability of events that foster a bu.,..g "Sense of Community," i.e.: o America Days o Holidays in Vail o Family Carnival o . "Y04" Drug and Alcohol Free New Year's Eve CeleL.,Xon for Youth Additionally, in the int?,r wl of having a means to measure the effectiveness of the Special Events funding program, the CSE has contracted for Intercept Surveys at eight of the 1, .rte. events and will be able to utilize the inf.,....ation gathered to ensure that the criteria are being met in the upcoming fimding allocation process. CSE 2005 Funding Request Page 1 of 3 623/2005 ? Tier 1 Reaunt: $725.000. This reflects a $160,000 increase over last year's allocation, which the CSE intends to apply as follows: • $5000: To allow for a 5% increase in the Administrative Services budget and a 10% in... L?.se in the Research and Event Evaluation budget, plus • $155,000 additional direct event funding: o $10,000: Raise the allocation to the America Days Event from $40,000 to a total of $50,000. The additional funds will be used to gua.aulee that the k,a..ade has a large number of musical performers, to guarantee the TOV share of bringing the Washington High School Prep Band, and to implement security measures for crowd control issues. o $35,000: Additional funds to establish a Labor Day Weekend Event. The CSE's share of the TOV contribution to the Vail Classic in 2004 was $10,000. If the event proves to be successful in this, its inaugural year, the CSE would consider finding a three day bicycling event at the $45,000 level. If not, the CSE will seek to establish an alternate anchor event for that weekend. o $50,000: A new event to fill the calendar "hole" in late August. The CSE will issue an RFP ,?? g that seed funding is available for an event that meets the designated criteria that would be scheduled over the 3'd weekend in August. o $15,000: Support for events procured under the Event Recruitment Program. o $20,000: Additional funding for the Vail Film Festival. It is anticipated that the Film Festival will request at least $60,000 in total funding. The Film Festival received $40,000 in 2004 and $20,000 as start-up funding in 2003, for a total of $60,000 to produce the April, 2004 event. The r. -, .. sed allocation does not reflect an actual increase over what they have received in the past. o $25,000: 5% overall increase in direct event funding. The CSE bL.,,,gly believes that it is essential to continue to develop special events as an imj,..Lant element in supp.,....g the economic vitality of Vail Village and Lionshead, especially in light of the next several years of construction activity. *NOTE. Should the Town Council decide to allocate the same amount of funding in 2005 to the CSE as in 2004, ,$565, 000, there would in fact be $11, 000 fewer event dollars available because there was a rollover of remaining CSE funds from 2003 to 2004. • Additional In-Kind requests: o Access to legal advice from the Town Attorney with regard to funding and event contracts or other issues which may arise concerning special events in the Town of Vail. o Use of the copying and mailing facilities located in the TOV Municipal Building. 0 2004-2005 Town of Vail Parking Pass for use by the Coordinator. ? Tier 2 Reauest. $897.450 Total Funds: The additional $172,100 reflects the transfer of responsibility from the Town Council to the CSE for allocations to "Qualifying Cultural Events." This allocation would not reflect anv in.,.r,ase in event funding, only that the CSE would take responsibility for reviewing these applications and allocating the funds. CSE 2005 Fwuft Request Page 2 of 3 6/23/2005 • The CSE requests that the Council consider delegating to the Commission on Special Events the responsibility for the allocation of funds to "Qualifying Cultural E for the following reasons: o Provide for a "single point of contact" for events through which all information would be processed and which would allow for a more s:,a.?less 4,..ach to strategic planning and marketing- • Eliminate confusion for the Event P. ?,...oters as to when and to whom they should submit their applications for Town of Vail funds. o Provide for clarity within the Town of Vail budget regarding total expenditures on Sr:,.:al Events. o Council is able to retain its c„..t?.,l over these allocations, both in its right to call up any decisions that are made and by its ability to direct CSE action. "Qualifying Cultural Events" funded by TOV Council in 2004 for a total of $172,100 and proposed for transfer to the CSE for o .;- sight are listed below: o NY Philharmonic: $95,000 o Bravo! Vail Valley Music Festival: $21,375 o VVF Hot Summer Nights: $20,000 o VVF International Dance Festival: $12,500 o VVF Street Beat $16,575 o Vail Jazz Foundation $6,650 In support of these requests, the CSE is &2,rl to note several successes in 2004, even as this year's event season is not yet complete. In only its second year, The Session has established itself as the place to be for the snowboarding c...?...uniiy. Three events in April cannot help but account for some of the wh.,rr:ng 12% in sales tax that month, an ?;,,iqp ded Spring Back to Vail brought nationally recognized musicians to the c.: .....unity over two weekends, the Taste of Vail continued to highlight the excellence of our local and the I' Vail Film Festival was a smashing success by all measures and clearly showed the potential to become one of the country's major film events with a multi-year commitment of increased sponsorship fi..m United Airlines. The TEVA Mountain Games have developed into an m4*- "4 nationally recognized event, with our c,..l.:bution leveraged by very significant sponsor and media c„.,l.:butions. Certainly the Village was hopping the first weekend in June! Last summer's well LIQW.;,t red Street Entertainment pro,;...... has been expanded to rev side live music throughout the Village and Lionshead three days a week June through Labor Day. Also, 2004 marks the second year of 3-year contract which ensures the return of the Got Milk? 3 vs. 3 Soccer Tournament in August and the Vail Lacrosse Shootout in July. The CSE is r.?.ad of its record this year and looks f.,. wa.1 to continuing to. foster and seek out events that will enhance Vail's image as the "y."..ier mountain resort community." Thank you for your continued sL,r .. w CSE 2005 Funding Request Page 3 of 3 6a3l2005 .H hY •v Vail Recreation D I S T R 1 C'T 340i _Annual Vail Invitational Soccer Tournament 7/29-31 Request for Funding, Desdrintion: The annual Vail Invitational Soccer tournament produced by the Vail Recreation District is a State & US Soccer Federation sanctioned 32 Team Men's tournament; broken down in two divisions gold and silver. In 2004 the field was expanded from 24 teams to the cu.QLn level. In 2006 when the VMS field is once again available the tournament plans to add an 8-team women's tournament. According to the Colorado State Soccer Association this is the biggest and longest 'tournament in the state. Demoerauhics Out of the 32 teams: 1 is local (Pepi's), 24 are from around the state, 6 from around the country (California, Texas, Chicago, New Mexico, Utah & Montana) and the final team is flying in from. Mexico. These teams' rosters are generally around 20 players plus managers, coaches and families. Bringing approximately 800 people to town. In addition we bring'in about 40 referees fi:.:.: around the state and house them in Vail. Lodg Most teams come in Friday, July 29th and leave late Sunday, July,31'. The prefQ.. "1 hotels for the tournament are the Mountain Haus, Simba Run, Vail Racquet Club & Vail Realty. Field_Locations We utilize Ford Park, Vail Athletic Field, and the fields at Freedom Park. Budd Income: 31 teams @ 400 = $12,400 (Pepi's is free) Expenses: Opc,.a? ..g Supplies = $400. Food Supplies = $1200 (Ref Dinner at Tap Room and food and drink at each field for refs and staff Lodging= $3500 (Housing Referees and Tournament Officials) Cu.,_- .ct Laboz= $3500 (field marshals, referees, referee assigning) Prizes $600. (plaques for 1 st and 2nd place/ championship t-shirts for winners, all for 2 divisions) Referee &Team Gifts = $600 Sanctioning Fee = $25 Advertising = $250 Field Prep & Lining = 6 fields @'$150 = $900 Total $11,175 .Reauest from CSE It is tradition in soccer tournaments to give the winners' high quality trophies as well as free :..l.y into the following years tournament to defend their championship. I' would like to start this tradition in Vail.. The trophies I'm considering are approximately $300 each for the 2 champions and about $150 each fo -the runners,up this along with championship t-shirts would make the total amount spent on awards as $1220 not including the free entries. My request from CSE is for $800 to offset the cost of upgrading awards to fit Vail's image.