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HomeMy WebLinkAbout2005-07-26 Support Documentation CSE Meeting.¦ s ' d AAA i ell" G t? ??cJ l ?! U 7 (J 1 ; S? ?L ?/_ - --------------- - oZ.. ?s 14 1 or t? ??/ )01 L/L . ...... ?? ?? Gf fJ . mss, ?f S'??_ ?? t 5 At- ? 7 rell _ rte/ G c ? P, vc s le?2-? - 24? tL -'i-A /V /in 6,jq l ? --- 164- G' l ?? 4U-41L-e-S ?p / ?01/?"`-?- ?" _ ee v v Z7 U J ??j ?X-6? s ?' ,tens 47-?? /b G ZL ,12V11 1??&-A, P C i ?IL,? 1? s?Ns J i livt <.?? ?...? o LJ ? ? 7r.,. r L J ?_-2 ...7a1 ;s-/rime (? ? ?I. ,e C 3 rl?A ?r G C-e lNr--?- 1 67 64 X4 s cx, J r 49 -rte /If 1-t J?l __--- Lc? --- ----? if --"/ J i- . -.- . ®- - :$-:5 I fJ . ,c 1. PUBLIC NOTICE Town of Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, July 26, 2005 at 8:30 a.m. AGENDA: Approval of the Minutes from the meeting of June 28, 2005. (5 minutes) Administrator Report: (20 minutes) • Financial Update • Arts Festival Update • Street Entertainment Schedule Changes • Vail Business Index: o Is there an interest in resurrecting this pror,,&..? o If so, who should manage it? o Where should funding come from? • Tent Venue for Summer Concerts/Theater Final Reports: • King of the Mountain Volleyball: Leon Fell (20 minutes) • Vail Film Festival (20 minutes) Approve RFP Process for 2006 Allocations: (5 minutes) Finalize Funding Request from Council for 2006: Deadline for submittal is July 29 for a hearing on August 16. (30 minutes) Strategic Plan: Review Committee Progress Report (40 minutes) New Business: (5 minutes) Adjournment: 10:55 a.m. Posted this 2& day of July, 2005 Sybill R. Navas, CSE Coordinator 3 Mail Message Close Previous Next Forward From: Suzanne Silverthom To: Special Events Date: Thursday - June 30, 2005 612 PM Subject: From the Alpine Fax Reply to Sender Reply All Move Delete Read Later Novell. Properties ACRA, CITY ASSESS SALES DAILY The city of Aspen finance department and the Aspen Chamber Resort Association are seeking a group of local businesses to file daily retail sales reports on a new Internet-based system that would allow instant assessment of the impact of how special events impact the local economy. The city and ACRA want a cross-section of businesses that have daily sales, such as hotels, grocery stores and restaurants. Suzanne Silverthorn, APR Community Infio? m? on Officer Town of Vail (970) 479-2115 (970) 479-2451 (fax) www.vailaov.com zl'z e ;?r4 Sp D Town of Vail Commission _on S _ecial Events 1Vl p eeti Town of Vail: Vail Town Council Chambers Tuesday, July 26, 1005 -at 8:30 a.m.. AGENDA: Approval of the Minutes from the meeting of June 28, 2005. (5 minutes) . Administrator Report: (20 minutes) • Financial Update -? Arts Festival Update •? Street Entertainment Schedule Changes • Vail Business Index: o Is there an interest in resu..,;, Ong this prov.u? o , If so, who should manage it? o Where should funding come from? v o Tent Venue for Summer Concerts Heater Final Reports: V • King of the Mountain Volleyball: Leon Fell (20 minutes) • Vail Film Festival (20 minutes) Approve RFP Process for 2006 Allocations: (5 minutes) Finalize Funding Request from Council for 2006: Deadline for submittal is July 29 for a hearing on August.16, (30 minutes) Strategic Plan: Review Committee Prue. ws Report (40 minutes) New Business: (5 minutes) Adjournment: 10:55 a.m. Next Meeting: Tuesday, August 23, 2005 at 8:30 a.m. TOWN OF VE wmm?sx?on on aped everts Nj.j&MO: TO: Vail Town Council FROM: Commission on Special Events DATE: July 29, 2005 This Year: Last Fear: 2006 Special Events Funding Proposal 06 REQUEST 2005 ACTUAL • Direct event funding to be allocated during the CSE's annual RFP $475,000 5464,000 j review process in October: (?2 , ? f° W • America Days*: see note below $50,0001 $50,000 • Holidays in Vail*: see note below $25,0001 $25,000 • A new event to fill the calendar "hole" in late August The CSE $50,000 0 will issue an RFP stating that seed funding is available for an L event that meets the designated criteria and that would be scheduled during the later part of August: - pt-o 1 02 -7 • Partnership w/Vad Rotary to purchase ducks for the annual Duck $7,500 0 Race, enabling the Rotary Club in cooperation with the CSE, to dictate when the event will take place: (one-time expenditure) • Community Ev:,..6 such as Easter Egg Hunt, Trick or Treat Trot, $10,000 $1000 etc. o(© 7i-7 Gv, ` Subtotal: Direct Event Funding: 1 $617,5001 $540,000 "Debit Card" for To?wgpf Vail Services to be allocated at time of $25,000 0 permit review: /`V Event Evaluation and Resc...,h: 1 $20,0001 $20,000 Administration and Permitting, plus TOV Parking Pass: $36,000 $35,000 Subtotal: AdminL:.,.tive Contracts: $56,0001 $55,000 TOTAL CSE FUNDS: I $699,5001 $590,000 * Because these two events are non-dis.,vc L;onary and the CSE is expected to contract with an event y..,...oter to insure that they occur, the CSE is requesting that they be treated independently fig... the general funding allocation procedure. 2A-'P- 1?5 Crc,A,/'V? -- - - -- 'Toion°of Vail' Eo nmL aswk_,'von: Special Events 2W5 Funding Allocations 2005 Atrocationlii m Pail Tovin Council: $590,000 Rollover from=2004.'`" . $0 Contribution from Eagle. County for America Davs FirewoNis $6,009 TOTAL FUNDS AVAILABLE. $596,000 Even 20GS Dates . ,. , _ :- 2605..Funds Awarded - Oktab Sep 9-11 A 16-18 _ $65,000 NevaMourrtainGames, .- :Jun'1-6 . -:. $65,QOC *V an Film F.i ral .. Mar 3?• Apr 3: = . $60,0 Araerir-,Days;ndudiE 56000 from Eagle_ County) 7 - . 4-J 7 - Siimmet Street=' Errtertaininent ,lrtn ? -Sep•4- 60.00. _ >5prieg Bacto VaiF • Apr4-16 340,Q0 _Vt Ciolldays:ln:Yait ov 254Dec 1&, $25 c5-1t' v?3 SOcc Tour = >10 g S_7 5;0 >Gounrret tin Gore ?;' $25 0 >Americah Ski Ctassic Mar:1 s Q : : $20 >Tne tmazwat Vail $2%00. Ths Session t , ° Jan 42-16 _ $18;000 Mardi Gras Vail Feti 5$ $45;000 >Valt Alts F ?? . Auk 19-21 $15-060 t ail Jays Festival. Jas at a Marken ' :. :Jul 3-Sep 5 $8r5" sbooto rt 4WD , Van L._. ,. Jun 8r00d >VaiF Fr7in fes6lval Summer Film Screenings July 18 and 25 ` $7,600 long of# Mount' n.VoHey6a . ; Jun 16-1& '.'. :. - $7;506 Taste df Va il = /lpr", $5;000 T-i America SeMes• 40, fiisthlon $3,0001 laorrstteadCtr.E? $1;004 Subtotal: Direct Event Allocations $539,600 Aau 1vL O'Llp Contracts 4 Adman sfive .+Exper ' F $35,000 Retie.,.; Event Cwaluatioh `.. $20;000 Subtotal: Administrative Contracts $55,000 TOTAL ALLOCATIONS: $594,600 FUNDS REMAINING: $1,400 r tTfi?s everri comes ft%atl as a result of the Event Recnrrerrt Pro?arr. _ These evehtsIara designated to-be surveyed as pait:of the. event resear)tevQ6A1! Oh contra; ROTARY CLUB OF VAIL-EAGLE VALLEY P.O. BOX 991 Vail, CO 81658-Ml To: Town of Vail-Special Events From: Vail Eagle Valley R.1, . j Club Re: Duck Purchase July 26, 2005 Dear Town of Vail Special Events Committee, Thank you for taking the time to meet with us y? 30.x. Your efforts to enhance town events throughout the years have r..-dy benefited the „,---mlty and have added to everyone's enjoyment of those events. Over the years, the. Vail Eagle Valley Rotary Club has had an excellent relationship with the Town of Vail. Now, we hope to make it even stronger. We un&..,, ..d that the town would like our annual duck race to be the signature event each Labor Day weekend. Our club agrees and would be L. ,,y to host the duck race every year over Labor bay weekend. The hurdle to having our event ou the ,, weekend every year is that we cu..Q..dy rent the rubber ducks f, the Summit Foundation in Frisco each year. Because they own the ducks, we have second choice about setting the date for our own duck race. When we found out the town might be willing to discuss pu.?I-sing new ducks on behalf of our club, we *iQ.Q flattered and excited. At a cost of $.80 per duck and a need to purchase 12,000 ducks, the total purchase price for the ducks is $9,600. The Vail Eagle Valley Rotary Club would be able to guava.. . Labor Day as the weld for this event if we own the ducks. In addition to gua.,c-A.:..g a Labor Day event, we will. also significantly increase our advertising throughout the state for this event. Along with local advertising in area newspapers and radio, this is the first year of our with Comcast Spotlight to air duck race ..,....srcials throughout resort mities in the mountains and along the LVI"- range. Comcast Spotlight has donated $100,000 worth of advertising for the duck race. By attra...L* m„?.;, people to: Vail for the weekend, we plan on bringing more people into .w"arants, hotels, and retail stores. In short, our increased advertising is a &,.a way to spur the local Although the advertising will continue throughout the years, the only expense to the town is the one time purchase of rubber ducks. Thank you for meeting with us. We're confident you will find this a.?::...ent to be a mutually beneficial. Feel free to .4 .L:.d us with any questions. Vail Eagle Rotary Club President 2 G2??1 John Knauf Duck Race Chai....«.. Effective 7/1/05 2005-2006 Vail-Eagle Valley Rotary Club Projects.& Committees, Administration Club Service Community Service Vocational Service International Service Pat Benedict Steve Hawkins Ebby Pinson, Bob Redwine Peter Leslie Club Board Club Retreat Bell Ringing 4-Way Test Amman Jordan Pat Benedict - Bob Redwine - Greg Osteen - Ann Cathcart - Rotary,Club, . Montine Hansl Foundation Board Directory Children's Health Career Fair Rob,Sperberg - Henry Kunter Initiative - Rick Spitzer _ Carol Hymers Argentina Dental Investment Elections Caroline Cage Community Eddie Blender _ :Committee - Larry Agneberg Service Award: Steve Thompson Community Resource 8. Carl Walker Chihuahua Water Project _ Greeters Public Awareness Dan Telleen Small Grants & Steve Hawkins _ Rob Sperberg Future Business . _ Beneficiaries Meetin gs _ Leaders of America Group Study Kathy Vieth _ Tom Hopkins Environmental Mike Glass Exchange _ Services _ Eddie Blender Duck Race Membership Bob Trueblood Interact John Knauf Pat Benedict (acting) - George'Brodin. ` India Water Project _ Wine Auction Networking Dinners - Habitat for Humanity - Bob Moroney Moving Mountains - Lisa Kuruvila Susan Pollack Tom Hopkins, - Chris Aubel 1-70 Community Water'Solar Still' Newsletter - Cleanup Pre-Collegiate. _ Tom Hopkins Deb McGrath Caroline Bradford - Program Dan Gibbs Programs Youth Exchange Brendan Bell Kids'Voting USA Ebby Pinson, Scholarships - Larry Agneberg Social Events _ Jim Potter Heather Kaspar Literacy/Dictionaries _ •Ebby'Pinson Scholarship Rotary Web_ Site - 'Program Research Education Bob Redwine RYLA _ Krista McClinton Susan Pollack Rob Schilling Assistant District Student Co-op Governor _ Susan Pollack CSE/sn 2005 Allocations and Payment Records 7/15/2005 Town of Vail Commission on Special Events: 2005 Funding Requests and Allocations Funds Available: 1 $590,000 I Rollover from Previous Year: $0 Contribution to America Days from Ea ile County $6;000 Total Funds Available: l_. $596,000 $0 $01 Event: 2005 Funds - Oktoberfest/Highline Sports >Teva Mountain Games >Vail Film Festival America Days* (VVCTB in'03) Summer Street Entertainment >Spring Back.to Vail Holidays in Vail* (VVCTB in'03) >Kick-It-3v3 Soccer Tour >Gourmet on Gore >American Ski Classic >The Graze at Vail The Session Mardi Gras Vail Wall Arts Festival Lacrosse Shootout Vail Film Festival: Summer Films King of the Mountain Volleyball Vail Jazz Festival "YO6" New Year's Eve for Youth Taste of Vail *Tri America Avon to Vail Triathlon Family Spring Carnival *Western Regional Softball Vail High Alt.Training Camp VRD: Lionshead Easter Egg Hunt $590,000 $590,000 1 $6,000 $6,000 $.0 _$01 $596;000 $596,000 2005 Dates: Awarded. Contract Status: Funds Paid Out $$$ Sep 9-11 & 16-181 $65,0001 as of 2/28 $21,667 1 Jun 1-51 $65,0001 as of 7/1 $21;667 $21,667 1 Mar 31- Apr 31 $60,0001as of 4/15 $20,000 $20,000 4-Jull $56,0001as of 715 1 $16,667 $22,667 Jun 24-Sep 41 $50,0001as Of 7/1 1 $16,667 Apr 4-161 $40,0001 Completel $13,334 $13,3331 1 Nov 25-Dec. 181 $25,0001 . I I Aug 5-71 $25,0001as of 1/28 1 $8;3341 $8,3331 1 3-Sept $25,0001as of 3/25 1 $8,3341 1 Mar 16-201 $20,0001 Completel $20,0001 1 25-Jung $20,0001 as of 7/1 1 $6,6671 $13,3331 1 Jan 12-161 $18,0001 Completel $18,0001 1 1 Feb 5-81 $15,0001 Complete) $7,5001 $7,5001 1 Aug 19-211 $15,000 as of 3/25 I $5,0001 1 1 Jun 24-Jul 31 $8,000 as of 4/29 1 $8,000 1 July 18 and 251 $7,6001as of 6/3 1 $7,600 1 Jun 16-191 $7,5001as of 6/24 $2,5001 $215001 Jul 3-Sep 51 $8,5001 as of 3/25 1 $8,500 I 31-Decl cancelledl xxx ($5000)1 1 Apr 6-91 $5,0001 Complete I $5,000 Sep 3-41 $3,0001sent 1/27 1 1 1 I 11-Marl cancelledl xxx ($1500)1 1 . Jul 23-241 cancelledlper VRD 6/15 , - June 1-51 cancelled refund rcvd 4/20 1 $1,4001 -$1,4001 1 27-Marl $1,000 Completel Subtotal: Event Funds I 1 $539,6001 Administrative Contracts: Administrative +Expenses I $35,000 thru June 30 Research/Event Evaluation $20,0001 Subtotal: Admin. Contracts I $55,0001 TOTAL: I . . $594,6001.... CSE FUNDS REMAINING: I $1,400 1 'These events are the result of the Event Recruitment Program >These events are designated for intercept survevs Total Funds Amount Still Paid. Out. Owed: 1 $21,6671 $43,333 $21,6661 $650001 $0 $20;000 $60,0001 $0 $16,666 $56,0001 $0 1 $16,6671 $33,333 $13,3331 $40,0001 $0 I $01 $25,000 1 $16,6671 $8,333 1 $8,3341 $16,666 $20,0001 $0 $20,0001 $0 $18,0001 $0 $15,0001 $0 1 $5,0001 $10,000 1 $8,0001 $0 1 $7,6001 $0 $2,5001 $7,5001 $0 1 $8,5001 $0 $01 $0 $5,0001 $0 $01 $3,000 $01 .$0 $01 $0 $01 $0 $1,0001 $0 1 $399,9351 $139,665 $18,0281 $16,972 $01 $20,000 $18,028 $36,972 $41.7,963 $176,637 Timeline for CSE Review of ADDlications for 2006 Funds: • July 29, Friday: Due Date for CSE Request for 2006 Funds from Town Council • August 15, Monday: 2006 RFP available online. • August 16, Tuesday: Council Review of CSE Request for 2006 Funding • October 14, Friday: RFP Due Date. • October 25: Regular October CSE Meeting Date: Joint meeting w/ Event Review Committee and TOV Event Promoters to develop preliminary 2006 event Calendar. Vail Town Council Chambers. • November 8/9, Tuesday and Wednesday: Funding Applications Reviewed: Vail LiL.,. f Community Room • November 22, Tuesday: Regular November CSE Meeting Date Funding Allocation Decisions: Applicants will be notified of their status by De"...ber 2. Vail Town Council Chambers. • December. The CSE will meet jointly with the Vail Local Marketing District Advisory Board at a date TBD. The regular, monthly CSE meeting which would normally be scheduled for December 27 has been cancelled. CSE/sn Proposed Timeline for 2006 Event Review Process 7/15/2005 r CSE/sn 2005 Summer Street Entertainment Schedule: Revised 7/19/2005 2005 SUMMER S nEET EN i LRTA OWNT PLAN Vail ViDaee/Lionshead Street Entertainment: Managed by Resort Entertainment and Funded by the CSE: ? Saturday, June 24 through Sunday, September 4 Slifer Square Fridays: 4:00-6:30pm Saturdays: 1:00-5 :00pm Sundays: 11:00-3 :00pm Gore Creek Drive: Between Gorsuch and the Golden Bear: Saturdays: 1:00-5 :00pm Gore Creek E.,u.enade: Sundays: 1.1:00-3:00pm Lionshead Mall Saturdays: 11:00-3-00pm Sundays: 11:00-3 :00pm Lionshead Entertainment Schedule: Managed by Blue Creep Productions: ? Monday June 13 through Saturday, September 3 Arne` Davtm Music Series Thursdays: 3.00pm to 6:00pm . Fridays: 3:00pm to 6:00pm Saturdays: 3:00pm to 6:00pm -- - Children's Th"4.,; Performances Wednesdays: 1:00pm Thursdays: 1:00pm Fridays: 1:00pm Children's Workshop Series Wednesdays: 1.1:00am Mail Message Novell. Close Previous Next Delete From This Mailbox Delete From All Mailboxes Forward Reply to Sender Reply All Move Delete Read Later Properties From: Special Events To: jennacresort-enteitainmentcom CC: sfcval@hotmarl.com, rtenbraak@manonrail.com, vaikic@oomcastnet, todd@rockymtnoon.com, ian@visitvailvalley.c om, markgordonvail@yahoo.com Date: Tuesday - July 12, 2005 4:07 PM Subject: Re: Street Entertainment I would defer tD your judgement as to where to move the entertainment, but would recommend that we check with immediate neighbors prior to co ',Ifng a, 66 to a Io,,*G%,n. Can we have a 10 minute conversation at the next CSE., , r:z?::ng, Tuesday, July 26, to see if we are on track? Perhaps we have "too much" entertainment in the village? Thanks for all your help, Jennal Sybill Sybill R. Navas Coordinator, Comrnission on Special Events, Town of Vail 75 South Frontage Road Vail, CO 81657 Phone:970 376-2394 FAX-970 476-7141 E-mail: specialevents@vailgov.com. >>> "Jenna Stephenson" <jenna@resort-entertainmentcom> 07/12/0512:29 PM >>> Hello Sybil, I realize you probably haven't had the chance to read my last e-mail (below), but I wanted to give you an update. Diane had a conversation with Phil Long yesl--% Jay evening where they came to the oonclL.;...., that the entertainment should be moved from Siebert Circle on both Saturday and Sunday. We realize that it is the place of the CSE to ratify this decision and also to make decisions about where the alternative location should be. Let me know your thoughts on this at your earliest convenience. Thank you! Jenna Stephenson RESORT EVENTS 970.926.7770 (phone) 970.926.7815 (fax) www.resortevents.com www.resort-entertainment.com F. ... Jenna Stephenson Sent: Monday, July 11, 2005 1:08 PM To: 'Special Events' Subject FW Street Ents. 6?.ment Hello Sybil, I hope everything is well! 1 just wanted to let you know that the last two weekends we have had a few comments from Phil Long (Red Lion) about the entertainment placed in Siebert Circle. He is concerned that the ::.rtainment is affecting his business.. There are some e. --W.4 "ners that he has been pleased with and others that he hasn't For variety and budgetary reasons we try to -A c.*6 a nice mix of I music styles, genres, etc that appeal to a variety of age groups. There are certainly some entertainers that are more experienced than others in our program, but we certainly don't feel that any of them are sub par. We have gotten complaints about two groups that are on both ends of the spectrum. Slip Stream, one of our most sought after bluegrass groups and Eric Feldman, a young musician who has just been accepted to Berkeley College of Music. We certainty do not want to interfere with Phil's business and are looking to you for direction. When we got this sort of comment from Pepe's last year we moved the entertainment and are wondering if this is the best option? If so, we have other locations in mind (top of Wall St by the popcorn stand, near the ticket booth in Vail, the end of pedestrian walkway between Gorsuch and the Golden Bear, Checkpoint Charlie, etc). Let me know what your thoughts are and how we should proceed. Thank you! Jenna Stephenson RESORT EVENTS 970.926.7770 (phone) 970.926.7815 (fax) Mailing: PO Box 11081 Vail, CO 81658 FED EX/ UPS: 137 Main Street/ Diamond Building Suite G-0021 Edwards, CO 81632 www.resortevents.com www.resort-entertainment.com J Mail Message Close Next Forward Reply to Sender Reply All Move Delete Read Later From: "Jenna Stephenson" <jenna@resort-entertainmentcom> To: Special Events CC: Diane@resort-entertainmentcom, Andrea@resort-entertainmentcom Date: Friday - July 15, 200510:17 AM Subject: Street Entertainment Street Entertainment notice.doc (685056 bytes) Mew [Openl (save As] Mime.822 (950668 bytes) Lviewl isave Ash Novell. Properties Hello Sybil, We went on a site tour and spoke to ?.,...? of the merchants about alternative locations yesterday. We have decided to move the entertainment to the following locations: Saturday: 1-5 pm on Gore Creek Drive, on the wall between the Golden Bear and Vail Village Antiques, across from Gorsuch. Sunday, 11-3, Gore Creek Promenade, outside of Colorado Footwear on the grass. We spoke to merchants in both areas and received favorable responses. I have attached the letter that was distributed. We will monitor the response to these changes this weekend and be in attendance at the July 26 meeting to discuss. Thank you! Jenna Stephenson RESORT EVENTS 970.926.7770 (phone) 970.926.7815 (fax) Mailing: PO Box 1108/ Vail, CO 81658 FED EX/ UPS: 137 Main Street! Diamond Building Suite G-002/ Edwards, CO 81632 www.resortevents.com www.resort-entertainment.com Will be distributed poor 1?/Iinutes for to he n Xt meeting r" Minutes: Town of Vail: Commission on Special Events Meeting Toa .. of Vail: Vail Town Council Chambers Tuesday, June 28, 2005 at 8:30 am. Members Present. Steve Rosenthal, Stephen Connolly, Richard tenBraal; 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 MIS/P: Steve Rosenthal, Mark Gordon, Unanimous. Admire "' Jor'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 DockztoLler, who last year had presented a proposal to the CSE for a Celebrity Team Golf Tournament. The CSE had sug&..,ted that since the time Lame 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. B.;;..t 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 und,,.,,iands that he must re- submit his application as part of the 2006 CSE Funding process, and that there is no guarantee that the CSE will allocate funds to this event. Sybill reviewed the Ambient Street Entertainment Schedule which was included in the packets and stated that the changes in the previously avv vved schedule for Lionshead were driven by the fact that Blue Creek Productions had already contracted for entertainment at some of the same times. Jenna Stephenson at Resort Entertainment has been working coop?aaa vely with Brian Hall's group to insure that there are no duplications of effort and that as much entertainment as possible is r•. rided within the Lionshead area. Following up on the conversation fi.,... last month's CSE meeting regarding 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 storage are r.,..,ently available. Stephen Connolly, from his ex,:..xence working with Alpine Party Rentals, agreed with Town's position that this was a highly labor intensive ,..,vosition and that the CSE's money would be better spent in solidifying other events. He pointed out that Vail's Event program is much dill,.,, ...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 funding CSE/sn Minutes 6/23/2005 Page t of 4 A.... 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 unacceptable breach of propriety. After some discussion CSE members agreed, and directed that a line should be included in the ?,.. jposed handbook regarding proper sponsorship recognition for events supported 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 ".shies for the Vail Soccer Tournament that would reflect Vail's world class image. He emphasized 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 reported that Millennium Bank has stepped 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 planning several new activities to encourage people to stay in Town after the rude. 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 structure- ?...Fhasmng that the traditional route has been mai..k.:..ed as much as possible in light of-all the construction occurring within the Town. Laurie stated that President Ford is ,..t,;.cted to be in attendance on Pepi's balcony and that the word fiv. the Pentagon is that the F16's will flyover Vail at about 11:12. She added that they had been working with Resort Entertainment to y.,. aide entertainment throughout Town on Saturday and Sunday. CSE memLQ.., reviewed the r..,rosed "Timeline and Draft RFP for 2006 Funding Allocation Process" which was included in the packets, and as.,,, 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 4 Tuesday (22n) 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 r.,,,,,ased joint meeting between the Town of Vail Event Review Committee (ERC), Event F..,....,1:;.? 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 consideration, including: CSE/sn Minutes 6/28/2005 Page 2 of 4 • 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 diff,,.,...t types of events, i.e. ambient, participatory, community, etc? • Demand a standardized P. & L statement when event promoters report back to the CSE. Hone in on identifying the desired demographic and require a post-event.,r.,,ad sheet .,.aI,hic information. The CSE is including attendance numbers as well as credible demor 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 redefining the calendar and schedule of goals which the CSE would like to see achieved in the next 5 years. • The CSE continues to rx.,Fj le with the issue of whether it should r.., tride "seed money," or on-going funding? • Should funding go to events that are contributing profits to charities? • How do community and cultural events fit into the CSE's mission? • Can we encourage Street Enterta;nment to be "entroj..,,ueurialT' Realizing that the topic was too large to bring to closure in a short discussion, CSE members agreed to form a sub-committee which will review the plan with the idea of identifying the issues which need to be addressed and p."ent a report to the entire board at the July meeting. A draft of the revised plan, incorporating the input fiu... 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 meml, .., 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 explaining that this is an attempt to "smooth out" the permitting process, at which time event p.....oters are frequently found in the position of realizing that they require in-kind services that only the Town can r... side but neither the Town or the event promoter have anticipated-or budgeted. The Debit Card would ..,ride a means of accounting for the Town's services and allow the Event Review Committee and/or the CSE to allocate some of these services in lieu of actual cash funding. It was stressed that this is not a request for new dollars, but rather an att,,..wt to si.,a..dine the process by which allocations of staff time can be made in a more efficient manner than the ci.,. o..t system allows. Sybill was directed to make changes to the format of the i?..,yosal which would clarify the differences in what is being requested in 2006 versus 2005's actual allocations. The request will be finalized at the July meeting. New Business: • Stephen Connolly informed the other CSE members that he is leaving his position at Alpine Party Rental to work with Jeff Brausch in the devek,r...ent of a Sports Marketing Agency. He stated that there would be no conflict concerning his position on the CSE, as none of the events they will be working with are in the Town of Vail. • Steve Rosenthal stated his opinion that The Graze at Vail was unsuccessful on several fronts, that he was bothered by the change in the event's identity "mid-sl.Qam" after the CSE/sn Minutes 6/28/2005 Page 3 of4 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 could be 4,t,.?,V.:ate1y addressed 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 form of the logo on the trophies, Steve Rosenthal moved to r•? ire an allocation of $800 to the Vail Recreation District for the purchase of new trophies, contingent on the Vail logo being .,-p esented 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 Ru. elsewhere in the community- 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 u,,.d that more and more previously 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 &. ...t event in the community. _ M/S/P: Stephen Connolly/Mark Gordon/ 5-1 with Steve Rosenthal opposed. Motion to Adjourn at 11:30 a.m. AWN Mark G-don, Richard tenBraak, Unanimous Minutes taken and submitted by Sybill Navas June 28, 2005 Approved by: Date: Chairman, Commission on Special Events Next Meeting: Tuesday, July 26, 2005 at 8:30 a.nL CSE/sn Minutes 6!28/2005 Page 4 of 4 4 4 Vail CSE Strategic Plan- 2002-2005 11/14102 Vail Commission on Special Events ?v Strategic Plan 2002 - 2005 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 (VMD) and, most of all, focus. The Commission on Special Events (CSE) ?L ategy 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 return". 2,_ To all, act new (and current) events that have a large number of participants who will return year after year. 3. To be an advo..al= for selected icon events that are attracted and funded by others. Tacticaii this means: 1. Attracting and funding only those events that support this al., Acgy. 2. Securing a single point of contact. far event producers, 3. Establishing. clear coordination channels with the VIVID- Progress will be evaluated by continually addressing these basic questions:. 1. Did every event inveau„ent increase Vail's economic performance? 2. Are event inveau „ents being fully leveraged to increase sales and marketing reach? 3. Are we conslstently.achleving 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 Vail CSE S:....?b:Plmr- 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 11/14/02 3 Vad CSE Strategic Plan- 2002-2005 11114102 Introduction 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 - validated in 2002 with a number-one ranking by Ski Magazine. And yet, Vail's economic performance has been stagnant for the last several years: declining sales tax receipts, attrition 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 strategy. 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 adminl*L anon 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 demonstrate 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.,.6La 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 *L ategy designed to entice current visitors to return to Vail 2. Attracting new visitors by dedicating resources to recruit partidpant 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 VMD 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 VIVID will: 1. Determining key brand elements: target consumer demographics, primary and secondary markets, messaging, etc. thus providing input to the CSE on event *u ategy, 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 ally active locations such as Vail. The. t.,lu're, the CSE will engage outside firms to produce events in Vail - using their capital. Event Cateaories 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 Catego. '" 5 Vail CSE Strategic Pla*- 2442-2445 Icon Those "mega" events, occurring In.-. a?.,uentiy and requiring extensive community and volunteer involvement Participant Events characterized by a large varticiaant base Ambient Locally-produced events designed to enhance the experience of existing guests, increase their intent to return and i..?..: visitor svendina 11/14/42 Advocacy Recruitment, facilitation and site imarovement Seed funding and promotion 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 AcauisMM The CSE's top strategic priority is to entice visitors to return to Vail. The. cf?..re, 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. The.,,X re, 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 4P 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. S. Encourage producers of sped4 events" to provide free *6 cet entertainment e.g. clowns from circus, musicians from BRAVO, artists from Arts Festival. 6. Actively solidt entrepreneurial ,6 met entertainment. 7. Develop a startup kit for non-profits on how to ow ccLrc 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 sittes to court one another. Among them 6 Vail CSE Str._,b.;t Plan- 2002-2005 11/14102 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 zu ategy for each event category, as outlined below: Icon o Advocate selet; events oL;.octed and 24-48 months funded by others Participant o Agg,oaalve 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 investment 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 jasurements o Guest in ,:apt to return o AwarenOs of Vail as an events destination 3. Other values o Consumer (ri j name acquisition and follow-through o Group sales leads Goals No *6 ategic effort is able to allocate resources or measure success until goals are established. Therefore, the CSE has set the following schedule: 7 av '. Vail CSE Strategic Parr 2002-2005 11114102 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 adminibiLl 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 Strategy. By spring 2003 1. Implement a new ambient event process that accurately reflects this stj aLr-gy 2. Solidify strategic coordination with the VMD. 3. Provide Council with a status report. By summer 2003 1. Reassess Admini*u allon 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 status report. By year-end 2005 1. Execute at least three additional participant events. 2. Assess success and failyre 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 Stn..,;,6:a Plam-2002-2005 11114102 Staffing, Facilitation and Event Recruitment These efforts cannot be conducted by Commission members alone, especially given their focus on strategy, volunteer status and base of expertise. Almost every significant event destination allocates resources to the administration, 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 admin6l., ation 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 admin66 ation. 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. Co, L. act Negotiations 7. Office Space 8. Town Staff Support as Required 9. Consistent Special Events Funding The CSE is also dependent on the VMD: 1. To bring visitors to Vail. 2. To market CSE events. 3. To establish a single lodging contact for events. 9 Vail CSE Strategic Plat.- 2002-2005 Preliminary Budget - 2003 Income TOV CSE Event Funding Other Revenues Total Income bcpe115e.S Event Funding Ambient events Vail America Days Oktober/est Tree Ughtings Others 7BD $ 225,000 11!14102 $ 570,000 $ 570,000 $ 225,000 Participant Events $ TEVA Mtn Games* $ 75,000 American Ski Ciassic* $ 25,000 The Session* $ 20,000 3 on 3 Soccer $ 25,000 Others 7BD $ 75,000 Admin6ta al;on, Recruiting $ and Research Total Bcpenses $ Contingency $ Total 6cpenses plus Contingency $ Funded 220,000 75,000 520,000 50,000 570,000 SUMMARY The CSE .,u 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 Vail CSE Str,.L ?b;c 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 n or competition in their cat L,s, and generate wid. r .. L r .d brand exposure in the form of televisi br d public awareness (often international boundaries) and possess an extended marketing d PR p a. Icon events bring a large participant lase with them, significant X. L 4 spending, and generate for n tubers that measurably impact VaWs economy. They are secured through targeted idendficad and nego lion and require a significant iin l ...ent from the for-profit sector: Imwevents also require.Ll. G L, sive tnvestme from the host CO unity, often-in the form of seven-figure cash contributions, a dedicated organizing T staff and large ohrnteer core. Icon events possess a secure financial aal sponsor base a have a proven profit outcome. But, they also require the host community to pay t site fees, and ass a significant financial risk, with the opportunity of return through total ing, (lodging packs es, ticketing, con.,-,Ions, merchandise, etc.) Examples: World Alpine Sidi Cha piouships, New Orleans Jazz F New York Philharmonic, Super Bowl, Ryder Cup, US pen, World Cap, Olympics, X-Gam PGA TOUR ParticlDRAJ (events that actively k for host sites, but require recraitmen Participant events run the ism from season-ending championships in ama " r sports to stops within a large tour or series to regional ama r events and conferences. They are probab owned by a national governing body, tour or producer. Th are priman7y identified by the size of the parti at base they bring with them. Their primary benefit mea , ; .. L 1 by participant spending and h . , J co ideratlon is given to length of stay and time of year. Th : are a L: Jy looking for host sites and to in numerous "site brokeragesf0. Vail only recruit these . L L. through SH ongoing o . program. Secondary . . 1,: derstion given to their marketing value to the general consumer ere they may well Examples: A Outdoor Games, World Mtn. Bike Championships, NGB National Champio hips, US onth Soccer Regionals, USIA Fed Cap/Davb Cap, US Cross Country Chain Professional Cycling Tour, American Ski Classic, 3on3 Soccer, Lacrosse Shootoat have high appeslto ' te,; andienoes. Sometimes they Will be televised (fro national to regional) but they have limited ab to attract a large spectator ban on their own. Given Van's however, they may attract sufficient ,,.Y L . , rs to reach high levels of occupancy. Participant eves offer crate FIT marketing oppo through association membership, websita linkages, exposure at then events In the font or series, edL These events are socially secure, probably having one or two major sponsors, but wiH Hire a bent-site investment (as as $20,000 and as high as $200,000), often as a combination of cash and kind support. The primary o rtunity for . ;,,,; laing u,bment capital will,come from lodging package and locaUregionai . Ambien (r , a ....J to imk , . u L vis itOesat On and , . Spending) Ambie are designed to enhance the exp ce of ,L.,: guests and to in. : a guest infest return. They c/irrently constitute the majority of the events that occur in Va& Their primary benefit is spenift in the Vail business Ai They am acquired through an annual RFP process and are fly be produced: Use events generally could not get started without public fhndimw-_--_ xamples:. Vag America Days, Vail, Arts Festival; Okla L, Test, Big Wheel & Chmfesk Tree Ltghftp 11 Vail CSE Strategic Plan- 2002-2005 11/14/02 Attachment B - Special Event Rating Grid EVENT NAME: TYPE OF EVENT (circle one): Ambient Participant Ratui (I-5) Ambient 1 Participant Score Economic Impact 20 25 Timing 20 15 Demo" cwbic Fit 25 15 GavYrth Potential. 15 20 Producer Qualifications 15 15 Marketing Value 5 10, Total N/A 100 100 Economic Impact: Projected sales and lodging tax revenue impact Tuning:, match .,L.a egic time slot(s) for this type of event Dem09,1..liic Fite Match profile of visitor for this time slot C,.,,. , Ah Potential:. How big can it become. . Producer Qualifications: Can the produce' get the job done Marketing Value: Provide advertising co..Zv.-.Z or visitor wrk...als to VMD t WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 711912005 Town of Vail: Commission on Suecial Events (CSE) Strategic Plan 2006-2009 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. Page 1 of 12 Executive Summary: Aaour TWE Rt'vEWLOPMFNr- Vail recognizes that Special Events contribute significantly to the economic vitality of the community. Continued success depends upon disciplined attention to business basics: strong strategic planning, objective decision- making, support and participation of the local business community, cooperation with the Vail Local Marketing District (VLMD) and, most of all, focus. The Commission on Special Events (CSE) strategy includes several fundamentals. They are: 1. Special Events contribute to visitor satisfaction, sense of community and increased spending. 2. Cooperation with the Vail Local Marketing District will eliminate duplication of effort: the VLMD 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: 1. To ensure that visitors leave Vail with the intention to "definitely return". 2. To attract new and support 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 attracted and funded by others. 4. To support events that contribute to a strong sense of community and improve the quality of life for residents and guests. Tactically, this means: 1. ALL, acting and funding only those events that support this strategy. 2. Securing a single point of contact for event producers. 3. Establishing clear coordination channels with the VLMD. Progress will be. evaluated by continually addressing these basic questions: 1. Did every event investment increase Vail's economic performance? 2. Are event inve;*b,?ents being fully leveraged to increase sales and marketing reach? 3. Are we consistently achieving more impact with public resources? WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 7119/2005 4. Do these'events contribute.to a strong sense of community and high quality of life? Vail is a leader. A Add swvwwLty p"agrapTv wl p&s we-t A o Quaff o f eA e ttk wu v t" be/ up ta- w&rl& cUL4,kUnag& Of Va b o St)-0*191 p0Vtf0U()- ex 4tk o 7444c• vuiw &k to- hang %vv a *t& weedy out eVe n tk vwt pevfiarmZnq1 up t& expecta;rwYvk a?n& keep ca&ndor Introduction: 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 }Eow www y yeark haw Vaa,L beevv#1 ? Get ac ca crate-#. Tu-vv th Ck irtt& a.posWvve, A AdcL atvt4tth& rede?velopme*tt Eve ttk o fte v "ems a• v' ' .cgs- Lntaducrum to-Va&.. certMi*v eves attra.Ctpeople- who- wu ght not have, C M& otherwvW Early in Vail's history, 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. True to Vail's visionary spirit, efforts are now addressing Vail's most. important marketing priorities. The VLMD 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. In 2002, the Vail Town Council approved legislation that seeks to refocus Vail's special events program and created the CSE in its current form. This Page 3 of 12 WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 7119/2005 ordinance reorganized the existing Commission on Special Events (CSE) and set several broad objectives. Among them are: 1. Stimulating the local economy a. increase lodging and sales tax collections b. increase number of visitors c. insure that visitors have a high rate of intent to return 2. Create a sense of community in Vail and increase the quality of experience for both guests and residents. 3. To establish a single point of contact for events administration 4. To provide street entertainment and special events that reflect the high quality image of Vail and contribute to vitality, economic viability and fun throughout the year Presently, the CSE manages a budget of approximately $600,000 per year, with funds allocated annually by the Vail Town Council. It is an objective of the CSE to demonstrate to Council that special events are a revenue provider for the Town, not an expense, and that events can deliver substantial sales and lodging tax revenues while at the same time making Vail a more exciting place to live and visit. 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 following Strategic Plan is designed to lay a foundation for the continuing success and future development of Vail's special event program Strategic Fundamentals: The ME will: 1. Focus on a ?6 ategy designed to entice current visitors to return to Vail 2. Attract new visitors by dedicating resources to recruit participant events 3. Follow objective event selection, funding and evaluation criteria 4. Ensure that event investments are closely coordinated with broader marketing objectives identified by the VLMD. S. Communicate with the local business community to insure that the events funded by the CSE have a positive impact on the local economy. Page 4 of 12 WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 711912005 Role of the VLMD: The VLMD 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 VMLD will: 1. Determine 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 Cateaorieg Special Events are varied and diverse. 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, as shown in the table below. Greater detail can be found in Attachment A: Event Categories. Category gly Icon Those °mega° events, occurring Advocacy and infrequently and requiring extensive sponsorship community and volunteer involvement Participant Events characterized by a large Sponsorship, participant base recruitment, facilitation and site improvement Ambient Locally-produced events designed to Development and enhance the experience of gum support and residents, im-, case visitor intent c? t0 return and provide an atmosphere of vitality and fun in the _%:.rets. ?j Page 5 of 12 WORKING DRAFT: wail CSE Strategic Plan-2006-2010 7/19/2005 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 and Development One of the CSE's top strategic priorities 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 the BRAVO! Vail Valley Music Festival and the Vail International Dance Festival, icon events that play a major role in enticing visitors to return. Therefore, the CSE will focus on providing 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. Develop community events into significant ambient events that will enhance the experience of Vail's guests and residents, as well as become effective marketing tools. Examples include Vail America Days, Holidays in Vail, the annual Rotary Duck Race, Trick-or-Treat Trot, Lionshead Easter Egg Hunt, etc. 2. Support participant events for visitors and locals. 3. Advocate for the development and improvement of venues and facilities for Special Events within the Town of Vail. 4. Provide contact information on visitors to VLMD for future direct marketing. 5. Encourage producers of special events to provide free street entertainment e.g. clowns from circus, musicians from BRAVO, and artists from the Vail Arts Festival. 6. Actively solicit entrepreneurial street entertainment. 7. Encourage a culture within the Town of Vail that welcomes special events and provides a "can do" attitude of cooperation. between Town of Vail Departments and Event Promoters. 8. Create a "Special Events Handbook," designed to guide event promoters through the process of putting on successful events within the Town of Vail. 11 Page 6 of 12 WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 7/19/2005 The CSE will pursue a specific acquisition strategy for each event category, as outlined below: Icon o Advocate and sponsor selected events 24-48 months attracted and funded by others Participant o support existing successful events and 6-24 months seek out new events which are compatible with the CSE's criteria. Ambient o Annual RFPs to local event producers <12 months Critical success measurements In keeping with the public trust, and economic realities, every event investment will be held to a high level of accountability. In coordination with the VLMD 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 Measurements o Guest intent to return o Awareness of Vail as an events destination 3. Other values o Consumer (ri i) name. acquisition and follow-through o Group sales leads Page 7 of 12 WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 711912005 Goals No zl, ategic effort is able to allocate resources or measure success until goals are established. Therefore, the CSE has set the following schedule: NeeaLte-Set'tsxnPi-U" SPEECIAL WENT HAN11BOOK, TACILITIES -VENUES, REFINED PROOZAM FOR IN -KIND SERVICES ALLOCATIONS, COORDINATION WI77f EVENT REVIEW COMMI T 1 tt AND CSE, REgULAIZ MEETINC5S WNLMD AND COUNCIL/ STATUS REPORTS, YEAR ROUND Bit Lit NCED EVENT Cpl LENDAR The CSE is committed to evaluating these goals on a regular basis. Staffing, Facilitation and Evaluation These efforts cannot be conducted by Commission members alone, especially given their focus on strategy, volunteer status and base of expertise. Every significant event destination allocates resources to the administration, ongoing support and recruiting of special events. The Town of Vail should do the same. Research indicates that Special Events generate additional sales tax revenues in the Town of Vail. Some of these increased revenues should be used to help underwrite the costs of administration, research and evaluation, and recruitment. Today, these additional revenues are not available. The present budget assumes the following: 1. Contracting for CSE adminiz-b ative support and a single point of contact for events administration. 2. Surveying major events to enable an "apples to apples" comparison between the portfolio of funded events and a measurement of whether the event is meeting the desired criteria and goals set by the CSE. Page 8 of 12 WORKING DRAFT: Vail CSE Strategic Plan-200672010 2006 special Events Funding • Direct event funding to be allocated during the CSE's annual RFP review process in October: The CSE will seek to allocate funds between participatory and ambient events in an approximate 50/50 ratio. • America Davs*: see note below • Holidavs in Vail*: see note below. • 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 and that would be scheduled during the later part of August: • Partnership w/Vai1 Rotary to purchase ducks for the annual Duck Race, enabling the Rotary Club in cooperation with the CSE, to dictate yrherk the event will take place: (one-time expenditure) • Community Events such as Easter Egg Hunt, Trick or Treat Trot, etc. Subtotal: Direct Event Funding: 7/19/2005 2006 2005 PROPOSED ACTUAL $475,000 $464,000 $50,000 $50,000 $25,000 $25,000 $50,000 0 $7,500 0 $10,000 $1000 $617,500 $540,000 • "Debit Card" for Town of Vail Services to be $25,000 0 allocated at time of permit review: • Event Evaluation and Research: $20,000 $20,000 • Administration and Permitting, plus TOV Parking $36,000 $35,000 Pass: Subtotal: Administrative Contracts: $56,000 $55,000 TOTAL CSE FUNDS: 1 $698,500 $590,000 * Because these two events are non dis,,.et;onary and the CSE is expected to contract with an event ...,oter to insure that they occur, the CSE recommends that they be treated independently from the general funding allocation procedure. Dependencies The CSE is an agency of the TOV and it therefore relies on the Town for support in many areas. Examples of support that the CSE will look to the Town to provide are: 1. Policy Direction from the Vail Town Council 2. Proactive Development of. Appropriate Special Event Venues 3. Town of Vail Staff Support for Special Events as required 4. Legal Support and Assistance with Contract Negotiations 5, Liability Insurance 6. Office Space, Reproduction and Supplies, Phone, E-mail Services 7. Consistent Special Events Funding Page 9 of 12 WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 711912005 The CSE is also dependent on the VLMD: 1. To bring visitors to Vail. 2. To market the annual event program of the Town of Vail, 3. To maintain an on-line calendar of events. - - $4 Cs 1 ss_ -4e-To CTLAP SUMMARY: The strategy of the Vail Commission on Special Events is designed to promote a strong sense of community and high quality of life for guests and residents, to entice visitors to return and to increase the length of their visits, and to increase sales and lodging tax revenues in the Town of Vail by providing an annual calendar of Special Events appropriate to Vail's world-class image. Adopted September 27, 2006: By the Vail Commission on Special Events Commission Members: Dave Chapin,. Chairman Richard tenBraak, Vice-Chairman Ian Anderson Stephen Connolly Todd Gehrke Mark Gordon Steve Rosenthal Page 10 of 12 WORKING DRAFT: Vail CSE Strategic Plan-2006-2010 7/19/2005 Attachment A - Event Categories lean (1; ., 1 Icon events are national / international in sc performers. They represent the top level of widespread brand exposure in the form of W boundaries) and possess an w.-d . ,ded mark ' them, significant direct spending, and gen They are secured through to., j, 4 :1 iden ' o? iat highly sought-after) an re likely to contain professional or Olympic-level o ce or competition in their category and generate 'on, b d public awareness (often crossing international and PR p Icon events bring a large participant base with spectator n mbers that measurably impact Vail's economy. and negoti on and require a significant inv w 1.:.ent from the for-profit secto Icon :..:.t also require.,,.j,,dr,_,sive inv .from the host co unity, often in the form of seven-figure cash contributions, a dedi w; , j , , organizing committed and large volunteer core. Icon events possess a secure financial qfid national sponsor base an have a proven profit outcome. But, they also require the host community to ay significant site fees, and me significant financial risk, with the opportunity of return through local enue sharing, (lodging pac ticketing, concessions, merchandise, etc-) Examples: World Alpine Ski pionships, New Orleans Jazz F w- : I d 1, New York Philharmonic, Super Bowl, Ry er Cup, US Open, World Cup, 0lympic?, X-Games, PGA TOUR Participant ( eats that actively look for host sites, but req ' recruitment) Participant events roes the ut from season-ending championships in a r sports to stops within a large tour or series to regional events and conf,.L r. They are pro bably caned by a national governing body, tour or producer. are primarily identified by the size of the parfkFiPant base they bring with them. Their primary ben is m w b,, red by participant ?k ding and h..,? oo ration is given to length of stay and time of year. ese , ? ry L. are actively looking for host sites and Par"ate in numerous industry "site bro Vail can only ; t these events throngb an ongoing aptreach Program. Secondary censid ' n is given to their marketing value to the general consumer ere they may very well have high appeal to . ; .,? audiences. Sometimes they will be televised (from tional to regional) but they have limited ab to attract a huge sp,?+:? , r base on their own. Given Vail's however, they may attract ?,? 6 ?.ators to reach high levels of occupancy. Participant.?,,;..,rL o mod ,, .t L FIT marketing oppo through association membership, website linkages, exposure er events in the tour or series, etc. These events financially secure, probably having one or two major sponsors,. but will Hire a host-site ins w,!; , ..ent ( low as $20,000 and as high as $200,000), often as a combination of cash and ' d support. Thep ' opportunity for regaining investment capital will come from lodging pa sales and IocaV. ;, J, , ..aI sponsorships: Examp i z v A Outdoor Games, World Mtn. Bike Championships, NGB National Champio hips, US Youth S? .:. Regionals, USTA Fed CupMavis Cup, US Cross Country Champio hips, Professional Cycling Tour, American Ski Classic, 3on3 St . F ., La,?... ?e Shooto t Ambient ( i; , :...:.i to improve visitor satisfaction and increase spending) Ambi events are d wR ,;?..ed to enhance the experience of ......? g guests and to increase guest intent to ru. ey currently constitute the majority of the events that occur in Vail. Their primary benefit is ' spe ding in the Vail business districts. They are acquired through an annual RFP process and are likely be locally produced. These 6. , , generally could not get started without public funding, Examples: Vail America Days, Vail Arts Festival, Oktoberfest, Street Entertalnmen4 Hordays in Vail i Page 11 of 12 WORKING DRAFT: Vail csE strategic Plan-2006-2010 7/19/2005 ATTACHMENT B: Special Event Rating Grid EVENT NAME: PROPOSED DATES: TYPE OF EVENT: (check as anuronriatel Ambient Particinant New Event Existing Event , if yes, # of years Does the event have the potential to Benefit local restaurants Increase room nights Stimulate retail sales Imptu ire the sense of community F ...,ote Visitor Intent to Return Timing Demos..,hic Fit Growth Potential Leveraging Value: Potential for Sponsorships and Media Exposure Producer Qualifications TOTAL SCORE: Explanations: 'l'iming. Match .,Lalegic time slot(s) for this type of event Demographic Fit: Match profile of target visitor, in alignment with VLMD target: 0 35-64 Years of Age o High level of education o White Collar Manager/Owner/Professional o Household income > $ l OOK Growth Potential: How big can it become? Will it be annual? Leveraging Valuer Potential to 4LL.& sponsorships and media exposure, thereby increasing the impact of the CSE fiords Producer Qualifications: Do they have the ability to produce an event compatible with the image of Vail as a "world class" resort? Page 12 of 12 3 Mail Message Close Previous Next Forward Reply to Sender Reply All Move Delete Read Later From: "Stephen Connolly" <sfcvai @hotmail.conn> To: ian@visitvailvalley.com, vaildc@co..,?tnet, markgordonvail@yahoo.com CC: rtenbraak&,,c..orval.com, todd@rodgmtnoon.com, Special Events Date. Tuesday - July 5, 2005 8:51 AM Subject: Strategic Plan Mime.822 (6533 bytes) Me-W1 Lave -l Dave, Mark, Ian - thanks for taking the ball on this one. In no particular order and maybe irrelevant Novell. Properties 1) page 4, Introduction, 6th graph -1. To increase lodging and sales tax collections. Good goal but how do we prove that we are su....,-zding without spending a ton of dough to prove it? 2) page 6, Event Acqu;-1- „ - "bang for the buck" list - what have we done/what can we do 1) i think changing kxai events to include visitors is more a function of marketing and should be done by the LMD and the individual „..Oters. 2) we do 3) how do we do this? 4) are any of our promoters turning over this infonrration? 5) this sue;.. ?.s to be happening but how? 6) Not happening. 7) Not sure this should be on our to-of list. 3) page 7, Critical Success Measurements - We are doing 2, but what are we doing on 1 and 3? 4) What do we do about "out of cycle" requests or do we have to do anything at all? 5) When do we decide that an event is an icon and should be proved off of our plate? Teva is getting dose if it is not already there. 6) What do we do about events that pass through funds to non-profits? 7) Supplying seed funds vs. ongoing sponsorship dollars. 8) Can we distill this into a mission state, that we can refer to when addressing requests? 7 7 -77 f, 1 t ti 1. itivi? tin - IV Ali "T" MINT A N O WAY AVON r h :., ?'«?.z-,_ ..€s.,s:?.-.;<-.?..,...,.&?..:? ? a.a..?:,• ? .,_i.: ,..:, .?._....a ..?. 4 -•..,... s.,t, s«. «..... ........,s..??, .« .. . _,.a??....ar ?.,,??n..??«_?5.?...n??.b>,,. F..s..,.?..;m.ati?.. a._w.._....?-. .? 2005 Vail Film Festival Strenaths, weaknesses and measures to imurove the event Events strengths: Securing the support of the Vail community (including the Town of Vail, Vail Resorts, the Vail Business and Merchant Association, and our many lodging and restaurant partners. Securing the support of high-profile Vail residents (Vail mayor Rod Slifer presented the VFF Lifetime Achievement Award). Securing the support of media partners such as the Vail Daily, KSKE and its associate radio stations, KUSA (Colorado NBC affiliate), and Channel 9 News. Securing the support of film industry companies including Kevin Spacey's Trigger Street. Independent, GoldCrest, Content Films, Lasalle Holland, and many more. Recruitment of films from successful and highly regarded filmmakers and from aspiring new directors. Recruitment of world-class filmmakers to attend the festival. Securing the attendance of legendary filmmaker Ed Pressman, actor/director Luke Wilson, actor Kip Pardue, actor Tiffany Thiessen, and many others. Recruitment of internationally renowned film critics to attend the festival. Securing the directorial debuts of Luke Wilson and David Duchovny (Luke Wilson's "The Wendell Baker Story" stars Luke Wilson, Will Ferrell, Eva Mendes, and Owen Wilson. Duchovny's film "House of D" stars David Duchovny, Robin Williams, and Tea Leoni). Staging panel discussions that were extremely well received and highly praised by the film community, including. publications such as IndieWire, and Filmmaker magazine. Securing highly regarded corporate sponsors, including presenting sponsor BestLife magazine, United Airlines, Subaru, Calvin Klein, Diageo, L'Oreal, Redwood Creek, Spyder ski wear, and Starbucks. Securing the support of over 125 volunteers (the vast majority Vail area residents) to help before and during the festival. Film submissions more than doubled; from 400 submissions the first year to over 850 submissions the second year. The festival showed substantial growth, doubling in attendance.from the first year to the second (5,000 the first year to almost 10,000 the second year). The quality of films and caliber of filmmakers/celebrities also improved significantly from year one to year two. Events weaknesses: The major logistical problem at the 2005 festival was not having a protocol in place to deal with the large attendee turnout at some of the more popular films. Some attendees waited in line for long periods of time and were still not able to get a seat for the film. Measures to improve: The festival will hand out numbers to attendees as the line forms for a particular film. The numbers will correlate with the number of seats in a given theater. When all numbers have been handed out the people without numbers will be told they should no longer wait and can attend another film or a later screening. Film recruitment will be improved upon by soliciting for films from more industry contacts, soliciting for films from more countries, soliciting for films earlier, and greater festival recognition now that two festivals have taken place and succeeded. CSE funding use: CSE funding was used for Cascade Theater and Crossroads Theater rental, digital theater equipment rental in the Grand Ballroom at the Vail ,Marriott Resort & Spa, printing of Festival brochures, postcards and posters, and towards marketing and advertising costs. Marketing implemented to promote the event: See binder. Potential for growth and the development of sponsorships and media Exposure: The Vail Film Festival has incredible growth potential. Only in its second year, it has already been compared favorably with Telluride and Sundance. Vail itself is undergoing substantial development; as Vail grows, the Vail Film festival can grow with it. In addition to the theaters, there are many hotels, ballrooms, and conference centers in Vail, and the proximity of Vail to the Eagle and Denver airports and to Denver and Boulder make the festival very appealing for filmmakers, actors, critics and film enthusiasts. Not to mention the great spring skiing at North America's number one winter resort. More and more established filmmakers and actors express an interest in attending the festival, and as the reputation of the festival increases more high profile actors, filmmakers and celebrities will attend. The marketing of the event will continue to improve by extending the scope and scale of the marketing effort to include more travel agencies and media outlets. Additionally, the festival will become more international, drawing greater numbers of people from outside the United States. The festival's public relations effort will increase as well, focusing more heavily on film industry trade publications - and ensuring that the festival continues on its path of becoming one of the top film festivals. Festival launch parties will be held in more major cities outside Colorado, as well as an even stronger presence in Denver, Boulder and Vail. The VFF Film Series will screen VFF films in major cities throughout the country (Los Angeles, New York, Chicago, San Francisco, Minneapolis, and Denver), increasing the awareness and prestige of the Vail Film Festival. Cross-promotion marketing will increase with established. film festivals and film and media publications. Film/Ski vacation packages will be sold well in advance of the festival and marketed through the Vail Film Festival website, Vail Resorts, and travel and film websites. In only its second year, the festival secured Luke Wilson, David Duchovny, and Tiffany Thiessen's directorial debuts. As the festival grows it will gain more high- profile films and more celebrity attendance, which will in turn grow the VFF reputation and attract more attendees. Celebrity involvement will also greatly increase the media presence at the event, with more national television, newspaper and radio outlets covering the festival. The 2005 presenting sponsor, BestLife magazine, has renewed their sponsorship for the 2006 festival, and their sponsorship will help significantly to grow the festival (A Vail Film Festival ad will appear in the next issue of BestLife magazine, which comes out August 16th) And. due to the tremendous success of the 2005 Vail Film Festival, we are in a far ou%jnger position when approaching potential sponsors for 2006. 111hy. Vail Film Festival "Film Festivals pump hundreds of thousands of dollars into local economies, bringing high quality visitors and celebrities" LA Times ® VFF is produced by Vail Film Institute ("VFI") who is dedicated to fostering independent cinema ® unique collection of works including feature films, documentaries, shorts, TV pilots, student films, seminars and workshops ® accessible entertainment experience for film lovers set in a casually elegant resort destination ® VIP access to galas and film screenings, *Vlt ?f 11 ` i MAtL j 9E NUKIMM BestLife marketing included: ® 4 Page Advertorial in March/April Issue ` ® presence on www.bestlifeonline.com from Jan through April 2005 ® email blast to 100,000 Rodale database of men, 35-54 with H H I over $100, 000 ` -® full page ad in Men's Health in Feb 2005 with 1.7 million circulation with consumer sweepstakes 4 50,608 entries in the sweepstakes from 6,891 unique people (each person entered an average of 7.3 times) { 4 100% increase in online subscriptions during contest period aa.?rlis?s..?eiGl i.971sIdLLi.i?ilYi,nodlsh 4 sl.IVa,id.?ikhii"AWi. M1t.E?a?iiLiu4liuL?iiob?4iot,X66,e1ieilFl?driil?igmnu???YFWaiies?mdJi.dine' kiiIA140.1[d i6iSa&44iiSW?nnu+??Y'c;il?;4:K?isu?Lu .iuBri a?l J.O.aSu?i+uo?d?{f ,v • eluded t?c?ntl Marketing rn .a agencies SestLifs stakes for media . ® industf sweep nationwide in 44 agenC1es coltateral inners 839 entries with 3 w 1, disbursed from were evenly entries est and west east, rf d ?F,St1.iFE ? . Y' . VFF Marketing included: ® www.vailfilmfestival.orq October 2004 through April 2005 had', over 16,000 unique: visitors ® online- pass purchases from over 23 states nationwide ® 15, 000 VFF brochures were. distributed in Vail, Boulder, Colorado Springs, Denver, Chicago, Los Angeles and Minneapolis Y 20,000 VFF postcards were distributed in ?a Vail, Boulder, Colorado Springs, Denver, Chicago, Los-Angeles and Minneapolis ® 10,000 VFF Program Guides were, distributed throughout Vail and available at VFF venues u 1 6 Il ??cr V111 I L Sam, „ ;. , _ lVclrnnn In Itir. 10(15'Vail film Fi elit?;il! VII dlsq a VFF Marketing included: ® VFF slide was played in four theaters (8 screens) in the Vail Valley for three weeks leading up to the festival (Cascade Theater, Capitol Theater; Crossroads Theater, and Riverwalk Theater) ® VFF posters were displayed at: Landmark theaters (2 in Denver and 1 in Boulder), Laemmle Theaters (17 theaters in Los Angeles), ..Cascade Theater, Capitol Theater, Crossroads. Theater and Riverwalk Theater 3 a? VFF Advertising Print Media included; Type of Placement Frequency Best Life magazine advertorial 4 Boulder Weekly (Colorado) Full Page Advertisements 10 Chicago Reader (Illinois) Full Page Advertisment 1 Daily Camera (Colorado) Full Page Advertisments 12 Dallas Observer, (Texas) Full Page Advertisments 1 Glenwood Independent (Colorado) advertisement 1 LA Weekly (California) advertisement 1 Men's Health magazine Full Page Advertisments 1 New York Press . advertisement 1 Sky West magazine (Western U.S.) advertisement 1 Vail Daily advertisement 24 Y Vail Daily insert Vail Daily outside wrap 1 Vail Guide advertisement Vail Valley magazine advertisement Westword (Denver, Colorado) advertisement 3 .....AAA kh ur?w. ? ? , ! ? ??? ? .tea u?rr.ru ? ,wr.r n .? !in ' 5 t ? n . • 4 ?t ? VIFF Advertising Broadcast Media included: TV/Radio Station Type of Placement Frequency N PIumN (Vail Valley) 30 sec spots 18 KOAA Colorado Springs (NBC affiliate) 30 sec spots 14 TV8.(Vail Valley) 30 sec spots 20 Radio Krystal 93 (Boulder, Colorado Springs, Denver) 15 sec spots 50 KCUV (Denver metro) 15 sec spots 15 KOA 850 (Colorado; Statewide and surrounding.states) 5 interviews, 12 spots 15 sec spots 12 - The Eagle, Jack FM, KSKE (Vail Valley, Western Colorado) 310 spots, 12 interviews 15 sec spots 310 WXFN (Colorado Springs) 15 sec spots 9p. r i C -- .154.®=.-- ? ? .i ?+. u??Al?.???. .?. a.?r..??1 •!1'r.'ii;l::1??$'?r'.10:i?Y?r?, ?u!•. VFF Print Press Reach included:. Print Title Type of Placement Frequency Akron Beacon Journal (Ohio) editorial article 111 1 American Airlines' American Way magazine (worldwide) editorial article 1 Asbury Park Press (New Jersey) editorial article 1 Cavalier Daily (Virginia) editorial article 1 Charlotte Observer (Virginia) editorial article I 1 Chicago Tribune (Illinois) editorial article I 1 Concord Monitor (New Hampshire) editorial article I 1 Dateline Alabama (Alabama) , editorial article I 1 Denver Post (Colorado) I editorial article I 3 Durant Daily Democrat (Oklahoma) I editorial article I 1 Glenwood Independent (Colorado) I editorial article 1 Houston Chronicle (Texas) ' editorial article I 1 Kansas City Star (Kansas) editorial article I 1 Miami Herald (Florida) I editorial article I 1 Minneapolis City Pages (Minnesota) I editorial article 1 1 Newsday editorial article I 1 New. York Post editorial artice I 1 ,..tL? ,x.?=..._._.uz-?+..-_.. ',4y,?"issa+iw®P ?. ". -" • YY11?1dY?BtlM4? l IyyMAtl:gy,de,?a.:Mxl nhvldi9g Print Title Type of Placement Frequency North County Times (San.Diego, California) editorial article 1 Palm Beach Post (Florida) ' editorial article 1 Pioneer Press (St.Paul, Minnesota) editorial article 1 Rapid City Journal (South Dakota) editorial article 1 Rocky Mountain News (Colorado) editorial article 4 . San Jose Mercury News (California) editorial article 1 Seattle.Post (Washington) editorial article i 1 Summit Daily News (Colorado) editorial article 1 Tahlequah Daily News (Oklahoma) editorial article 1 The Porterville Recorder (California) editorial article I 1 The Times Picayune (New Orleans, Louisiana) editorial article. 1 Tuscaloosa News (Alabama) I editorial article 1 Vail Daily editorial article 10 Vail Trail editorial article 5 Washington Post editorial article 1 Washington Square News editorial article 1 ? r e V61 . VFF Online Press Reach Inclu' ded: ABCNews.com FilmCommissionHQ.com Moviebytes.com Starwoodvo.com Withoutabox:com. AIIConferences.com FilmFestivalChannel.com Movies:MSN.com StaticMulitimedia.com Wilson -brothers.com AmericahWaymag.com FilmFestivalToday.com Mysan.de SummitDaily.com Wirelmage.com ArtsForAll.com Film-festivals.movies.com NewMexican.com TampaBay.com WJLA:DC.com BestLifeonline.com FilmmakerMagazine.com NewYorkPost.com TheMoviePages.com Yahoo BigFilmShorts.com ForRelease.com News.AWN.com TheNewsTribune.com Ymdi.org BouldeiWeekly.com FSUfirnschool.edu Philly.com Topix.net Zap2it.com Cas.Loyno.edu Glenwoodlndependent.com Phillyburbs.com UPN46stl.com ColoradoFilm.org GoEasyTours.com Plymptoons.com Vail.com ColoradoFilmSchool.edu Groups.MSN.com PRNewswire.com VailDaily.com Comeetingsmag.com IMDB:com RapidCityJoumal.com VailFlImFestival.org CreativeMatch.co.uk IndieProducer.net Res:com VailSports.com DailyCamera.com I IndieWorkshop.com RockyMountainNews.com VailSymposium.org Denver. backpage.com I Kentucky.com Showmenews.com VailTrail.com DenverPost.com I Ktgf.com . Ski.com VisitVailValley.com Dmoz.org I MedisGuide.snow.com Snow.com Vjcentral.com Duchovny.net I Mlive.com SouthFlorida.com Webchairing.com i. ? .tr W • 2005 Vail Filmfestival ®Programrning ® the VFF offers an exciting combination of films, seminars, panel workshops and VIP events from March 31 - April 4, 2005. ® 64 films were screened over the 4 days in the categories features, documentaries, shorts, -student films, TV pilots and action sports ® films include: World, North American, US and Colorado premieres p ® seminars and workshops on relevant independent film topics were open to pass holders ® during the festival, the Red Lion hosted a-VFF Music Room featuring 4'singer/songwriters ® VFF events included an Opening Night Gala, Filmmaker Reception, Award Ceremony and Party and the Festival Closing Brunch where film lovers were able to access celebrities and media ® tributes. were given this year to: -? Lifetime Achievement Award to world renowned movie producer, Ed' Pressman 4 Rising Star Award to actor Kip Pardue • 2005 Vail Film Festival - Progrartiming . Mayor's Lifetime. Achievement Award Edward R. Pressman Presented by Rod Slifer, Mayor of Vail With over 70 diverse motion pictures to his credit, native New Yorker and motion picture producer, Edward R. Pressman has forged a career of .international renown,. marked by originality and eclecticism. Throughout his maverick career, he has brought numerous emerging filmmakers together with projects that have put them firmly on the. map. iipi ` Rising Star Award Kip Pardue Kip Pardue was born in Atlanta, Georgia. He was recruited to play football by Yale University, and graduated in 1998 with a degree in Economics. He turned to-acting, landing roles on "7th Heaven" and the WB Hit "Popular." He got his big .break in Rememberthe'Titans with.Denzel Washington. Variety named Kip one of the "10 Actors to Watch." He has since appeared in The Rules of Attraction, Thirteen and Loggerheads, which was screened at the 2005 Vail Film Festival., r i. 'I _ - 1 • .2005V' 9 ?/F :. USOC Roy nation, The Red ai1 Falco FeStava res ski desti 2-5 1 notch number on? a included: Tom McRae y ril 1 and April 2, from P notch musicians. The y on AP y of top- Lion, played host to an arra J the Cary Brothers and Joshua Kadin. Joe Purdy, sm" ilaw - ?e.l .??.??uy.u? .? ?,?i rn? ?:•l.?}?y?e7 rzs rv ?(f3'.?a ??...? ,.?. ?. „ ? 2005 Vail Film Festival - Top Feature Films. ® 12 feature films were screened at the 2005 Vail Film Festival ® the five films in competition for the feature film category were:- Crazy Canucks, written by Graeme Manson and directed by Randy Bradshaw, Fern Hill, written and directed by Cole Claassen, 50 Ways to Leave Your Lover, written and directed by Jordan Hawley, Southern Belles, written and directed by Paul S. Myers and Brennan Shroff, and The Wendell Baker Story, written by Luke Wilson and directed by Luke Wilson and Andrew Wilson. ® the heart-warming comedy from Andrew and Luke Wilson, The Wendell Baker Story, won over the feature jury to win in the Best Feature category. t• MAW 2005 Vail: Film Festival Documentary Films 9 documentary,films were screened at the 2005 Vail Film Festival including, one US premiere, 3 Colorado premieres and 2 Colorado showcases ® the Best Documentary Award went to Keeper of the Kohn, directed by David Gaynes. .49 Many challenges are ahead for Peter Kohn, a beloved collegiate lacrosse field manager who is believed to be autistic. As the team seeks a .national championship, Peter must choose between his allegiance to the student athletes and his devotion to a cancer-stricken, friend, all while reacting emotionally to his upcoming retirement. Can anyone, let alone Peter, negotiate such dramatic changes? 2005 Vail Film Festival - Short Films ® the first part of this program was "The Oscar Shorts Showcase" ®6 films were featured including 2 Academy Award winners Guard Dog - Directed by Bill Plympton Why do dogs bark at pigeons and squirrels? Perhaps the answer lies in canine psychology. 7:3.5,.De La Mariana - Directed by Nacho Vigalondo A woman enters the cafe where she 'has breakfast every morning and finds that all of the other diners are staring at their plates in silence. 5 2005 Vail Film Festival - Student Films r ® 13 student films were screened including 4 world premieres and 5 Colorado premieres ® the winner of Best Student Film was Automation, directed and written by Todd Albright ; Automation - Directed by Todd Albright Colorado Premiere A lonely parking garage attendant is thrust into an unending stream of touch-tone menus, recorded- messages, and faulty voice recognition as he tries to deal with a random power outage. In this award-winning short, SeanEverett gives a command performance that transcends a comically familiar situation. to reveal a deeper need for human contact. ar 9C ' ,.' MAL 2005 Vail Film Festival - TV Pilots ® 9 television pilots were showcased at the 2005 Vail .Film Festival. Works from the small screen filled the big screen each day at the festival ® the winner of Best TV Pilot was Odd Todd, directed and written by Odd Todd Odd Todd - Directed and written by Odd Todd Comedy Central ordered eight. episodes of "Odd .Todd," an animated series about the, life of an unemployed guy. Instead the creator became unemployed again. We were in production for about four months and then... well... s**t happened. (USA, 8m 21s) =1 11 -14 -2 W 0 t3 2005 Vaal Film Festival o S.creenwriting/Panel Discussions is the-Vail Film Festival presented a full-day Screenwriting Program on`. Saturday, April 2nd as part of the 2005 festival S. ® this program featured an in-depth Screenwriting Class, a Producers Panel and Pitch Sessions with some of the top producers in the country • There were 2 significant panel discussions on topics relevant to independent filmmakers. They were "Clash of the Gatekeepers: Cristics vs. Distributors," with critics Anne Thompson (Hollywood Reporter), Lisa Kennedy (Denver Post),. Godfrey Cheshire (The Independent Weekly) and distributors: Mark Tusk (Plum TV)-, Holly Becker (IFC). The second panel -discussiomwas "Breakin' In, and Do You Want to?: State of the Industry." The panel included Ed Pressman, Kip Pardue, Jayce Bartok and the moderator was Gill Holland, a producer on the VFF advisory board. .w i W Y7in p 2005 Vail Film Festival - Receptions, Parties and Award Ceremony Opening Night Gala On. Thursday night, VFF pass holders attended the festival's highly anticipated Opening Night Party at the Donovan Pavilion. Considered Vail's newest "crown jewel," the Pavilion's timber and stone structure is reminiscent of an alpine mountain lodge. It was :m an exciting opportunity for pass holders and BestLife VIPs to mingle with the filmmakers, celebrities and town of Vail dignitaries. iuinnl ... -,??„rtusttel .w??¢rt., BfSA1[.- .y uu n ?l `.° 'm. ???m fd # ? y. ` ; 2005 Vail Film Festival - Receptions, Parties and Award Ceremony Filmmaker Reception j Festival pass holders and BestLife VIPs mingled with filmmakers and musicians at Larkspur restaurant in Golden Peak at the base of Vail mountain. This was an exclusive event for networking at VFF. Producers, actors and filmmakers had a unique opportunity to. discuss their projects and deal-making. .2005 Vail Film Festival - Receptions,. Parties and Award Ceremony Award Ceremony & Party The festival culminated at Saturday night's Awards Ceremony & Closing Party at Eagle's Nest Marketplace. The 11,000 feet high venue was accessed by Gondola from Lionshead and boasts incredible views of Vail's majestic mountain range. The BestLife Lodge was illuminated at the foot of the Gondola and the 650+ attendees all viewed BestLife's fabulous destination firsthand. The tributes were given to Ed Pressman and Kip Pardue and the award for Best Feature, which was presented. by Mary Murko and David Zinczenko, was accepted by Luke Wilson. Redwood Creek had signage and pourings at this great event. 2005 Vail Film Festival - Receptions,. Pa rties and Award Ceremony Festival Closing Brunch The final event of the festival on Sunday was at Larkspur at the base of Golden Peak. This intimate setting played host to the Festival Brunch, a private gathering of Festival pass holders, Festival VIPs, and filmmakers. a i - Explosive Growth for 2nd Year Festival a ® , passholders and ticket sales doubled from ?. 4,800 in year 1 to 9,200 this year ® hundreds showed up for opening screening of David Duchovny's House of D ® advertisers were provided VIP treatment and given best seats in house R Y ' ® over 500 pass holders kicked off the r' festival at the opening night party ® highly anticipated screening of Wilson brothers film The Wendell Baker Story drew close to 1,000 film fans for a house capacity of 270 ® over 650 special guests took the gondola to the awards ceremony Giancarlo Espozito with VFF co- founders Scott and Sean Cross Mary Murko and David Zinczenko with Kip Pardue bllllr .? .. nlal?,. .. 1w11...• .. .?. ?... Ibttllll RIIIINI .u `"Hilo 911H "" 1441101 ... "1111"1 .. ..... '"" .r J _.. ? _. _ _ ._ .... ^.? ?./ v v .... . ? _ W .. D '...,. ..? .? ter' V .? BestLife Lodge: Exclusive access for festival pass-holders An 1,800 Sq Foot Hospitality Lounge at the base of the highest trafficked ski gondola © L'Oreal Men Expertise Lounge © Red Wood Creek Wine Bar o Realities sampling .? ® Subaru VIP Shuttles and display cars ® food from top Vail restaurants in music and entertainment on plasma ' F r TVs Irv. 3. • ?v B i \ I Ldnl.? In ?? 1r :11 t11'1'1I.N Ip1 - -t NI? r 77 71?i?ll I K". .- 7" j Z. to rj ` t 7 -- 2 ?.. ,. ,. - Press and Media Screen stealers The Wil.un I'l-who like tv"I teatnre IOn). bw hidden rem. will ,4k ,+?rr Ihr rn,??d. ,. wot si •?tiki? ° 5 \. Vail Daily coverage of Award Ceremony Colnula4f.)se FIRST time writer-director Luke Wilson has a new nickname "Comma." The night he ac- cepted the Best Picture Award :+t the Vail Film Festival, he con- fessed that his too-literal adher- ' Crier to his script for "The Wen- drll Baker Story" had ticked off sumo of the actors, including 1 Harry Dean Stanton. "j-lorry was constantly improvising, I told him, 'Just say what's on the page.' Then. one night we're at a bar, and he just looks over at me in dis}ntst and mutters,' Comma.' Page Six coverage Vail Film Festival 2005 Income and Expense Report tit REVENUE Cash In-Kind Corporate gifts, grants and contributions: BestLife magazine 300,000 100000 200,000 MetaFoundry 150,000 150,000 Town of Vail 60,000 60000 Vail, Resorts 22,000 22000 United Airlines 17,000 17,000 KSKE,The Eagle,Choice FM Radio 12,500 12,500 Vail Daily 12,500 12,500 Vail Marriott Resort..& Spa 12,000 12,000 LA Music CaM 10,000 10,000 New Belguim Brewery 10,000 5000 5,000 Crossroads Development 10,000 10,000 PlumlV 4,500 4,500 Vail Chamber & Business Association 4,000 4000 The Red Lion 4,000 4,000 Slifer Smith & Frampton Real Estate 3,500 3500 Johnston Wells PR 3,000 3,000 Lionshead Inn 2,500 2,500 Vail Racquet Club 2,500 2,500 Dollar Rent a Car 2,500 2,500 Starbucks 2,500 2,500 Wells Fargo Bank 2,500 2,500 lndie, Producer 2,250 2,250 Landmark Theaters 2,000 2,000 Apex at. Vail 1,500 1,500 Larkspur 2,000 2,000 Apollo Park 1,500 1,500 Chateau at Vail 1,500 1,500 Evergreen Lodge 1,500 1,500 The Tap Room 2,500 2,500 Simba Run Resort 1,500 1,500 Willows Condominiums 1,500 1,500 Sonnenalp'Resort 1,500 1,500 N8 Vail 1,500 1,500 Vail Valley Foundation 1,500 1500 Spyder, . 3,500 3,500 Vaies Mountain Haus 1,500 1,500 Colorado Mountain Express 1,500 1,500 Outlandash Productions 1,250 1,250 Total Corporate Contributions 677,500 174000 503,500 Individual gifts, grants and contributions: Total Individual Contributions 12,000 12000 Gross receipts, admissions, sales, or services Tickets 48,000 48000 Merchandise 5,000 5000 Total receipts 53,000 53000 Total Revenue 742,500 239000 503,500 Development & Compensation Marketing Expenses 195,000 20000 175,000 Fundraising Expenses 5,000 5000 Festival Director Compensation waived waived Festival. Director Compensation waived waived Associate. Festival Director waived waived Feature Film Curator 5,000 5000 Event Coordinator 3,500 3500 Head of Feature Programming 2,500 2500 Head of Shorts Programming 2,500 2500 Head of TV Pilot Programming 2,500 2500 Head of Action Sports Programming 2,500 2500 Head of Student Film Programming 2,500 2500 Head of Animated Film Programming 2,500 2500 Head of Documentary Film Programming 2,500 2500 Festival Consultant 500 500 Sub-Total Development & Compensation 226,500 51500 175,000 General: and Administrative Office Expense (rent, utilities) 10,500 10500 Computer Purchases 2,500 2500 Supplies 12,500 12500 Merchandise 12,500 12500 Local Transportation & Lodging 35,000 10000 25,000 Travel Exp( 27,000 10000 17,000 Volunteer Expenses 2,500 2500 Credit Card Fees 1,800 1,800 Secured Server Rental (online sales) 1,500 1500 Legal fees 15,000 15000 Shipping 7,500 7500 Storage 1,500 1500 Accounting 6,000 6000 Insurance 1,500 1500 Sub-Total. General and Administrative 137,300 95300 42,000 General Production Website and Domain Names 35,000 5000 30,000 Awards 1,500 1500 Miscellaneous 1,500 1500 Sub-Total General Production 38,000 8000 30,000 Promotion/Advertising Publicist 7,500 4500 3,000 Design Fees/Branding 25,000 25,000 Design/Layout Fees 45,000 45,000 Tickets/Programs & Event Rel. 50,000 50,000 Print 25.700 25700 Sub-Total 1 153,200 30200 123,000 Event Expenses Best Life tent, staff, services 40,000 40000 Evening Events 70,500 12,000 58,500 Morning and Daytime Events 14,500 4,500 10,000 Theater Venue 20,000 20,000 Digital Theater Venue & Setup 15,000 15,000 Panel Venue 3,000 3,000 Festival product perks for attendees 12,000 12,000 Festival Music 10,000 10,000 SUb-Total Event Expenses 185,000 51,500 133,500 Grand Total Expenses 740,000 $236,500 503,500 Net Income 2,500 $2,500 0