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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.