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HomeMy WebLinkAbout2006-01-24 Support Documentation CSE Regular MeetingMINUTES: (amended) Town of Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, January 24, 2006 at 8:30 a.m. CSE Members Present: Robert Aikens, Ian Anderson, Clint Huber, Scott Stoughton, Richard tenBraak and Chairman Dave Chapin. CSE Member Absent: Stephen Connolly Others Present Included: Lorelei Donaldson, Pam Brandmeyer, Brian Hall, Dan Conway, Suzanne Silverthorne, Jamie Wilson, Diane Johnson, Rod Slifer, Bob Isom, Amy Phillips, Diane Moudy, Kristina-Kassolis, Amy Phillips, Andrea Feldman, Terry Brady, Paul Witt, Laurie Asmussen, Kaye Ferry, Rob Levine, Charlie Alexander and Sybill Navas Chairman Dave Chapin called the meeting to order at 8:35 a.m. Vail Town Clerk, Lorelei Donaldson, swore in 3 of the newly appointed CSE members: Robert Aikens, Clint Huber and Scott Stoughton. Stephen Connolly was not present and will be sworn in at the next meeting on February 21. All of the new appointees will serve terms ending December 31, 2007. Motion to approve the minutes of the meetings of November 22 and November 30, 2005, as presented. M/S/P: Rich tenBraak, Ian Anderson/Unanimous Coordinator Report: • Sybill presented a spreadsheet outlining the current financial report and the status of the allocation contracts for 2006. Appiwidmately half of the contracts have been finalized. The 2006 CSE budget shows an unallocated fund balance of $3750. • CSE members accepted the CSE meeting schedule for 2006 as proposed, but agreed by consensus to change the start time of the meetings to 9:00 a.m. • The joint meeting with the Vail Local Marketing District has been scheduled for Wednesday, March 8 at 8:30 am. at a location TBD. The agenda will be discussed at the February CSE meeting. ' Update: Convergence Festival: Sybill reported that the e-mail poll of CSE members indicated that all members except Dave Chapin, who did not reply, and Stephen Connolly, who voted in opposition, had agreed to extend the deadline for the acquisition of a title sponsor to March 1, . 2006. She added that Zaring/Cioffi has returned their signed contract committing to the new date. CSE members requested that they provide a formal, written progress report in time for the February CSE meeting. Holidays in Vail: Review of 2005 event and plan for 2006: Laurie Asmussen and Dan Conway gave an overview of the event's components in 2005. Dan reported that in response to comments that there had been embarrassingly little participation from the ski school in the last couple of years, the threat of cancellation seemed to be the incentive for the participation of over 200 ski instructors in the New Year's Eve torchlight parade. Laurie added that Stan Zemler had doubled CSE/snC:\Documents and Settings\sybiif navas\My Documents\New CSENEETING INFO'Mnutes\06 Minutes\060I24 iMinutcs.doc Pate I of 3 the fireworks budget from $5,000 to $10,000; and stated that it would be important to maintain the level of display next year. At least 2500 people were estimated to have been in attendance at Golden Peak. Also, at the request of the Vail Police Department to put some closure on the evening, there was a "mini-display" of fireworks, lasting only 3 minutes at midnight. Laurie elaborated on the problems of holding two separate tree lightings and providing photos with Santa for a month of weekends within the limited budget. The Lionshead event on Thanksgiving weekend has had very poor attendance the last couple of years. Lionshead merchants felt that lack of advertising was part of the problem. Kaye Ferry added that the huge tree lighting event in Beaver Creek on the Friday of the same weekend has developed a history which has taken time to develop and parallels the expectation that the holiday celebration in Vail will take place on the weekend before Christmas. She added that the separation of the lightings between the two villages has not proved successful and encouraged the CSE to recommend returning to a single tree lighting/holiday celebration that brings together both ends of town. Ian Anderson added the historical perspective that President Ford has been the main attraction- we need a new VIP, and that the carriage parade between Lionshead and Vail Village had been a successful part of the event when the VVTCB was the producer of the event. Mayor Rod Slifer encouraged the CSE to consider keeping the event closer to Christmas when there are more people in town and noted that there had been a pretty good crowd in Vail this year, with Jack Ford r,-F. senting the former president's family and their long term commitment to Vail. He also recommended that the Town should use white lights on all the trees- so that they can be left up through the entire season without seeming "dated." Additional comments from the public were made by: Jeff Jacobs who agreed with the white lights proposal, the later date for a single tree lighting closer to Christmas when people are here, encouraged fewer Santas and more music and asked about the possibility of a fireworks display in Lionshead. Diane Johnson stated that people need a reason to come beyond the throwing of a switch and encouraged the concept of free activities for children. She referenced the program that she had coordinated for Millenium Bank, which incorporated Santa and workshop type activities over 5 weekends for the purpose of bringing people into the bank. Kaye Ferry added that the problem of too many Santas contracted by multiple businesses would only go away if he would be established in a real Christmas "home" - and that without an increased budget a significant enough experience isn't possible to make that happen. Resort Entertainment/ Plan for LH Summer Street Entertainment: After clarification from the CSE that the $30,000 allocated for street entertainment next summer was designated to be spent in Lionshead, Diane Moudy explained her proposal to create a "Busker Village" within the Lionshead Mall area, which would include "Cirque de Soleil" type entertainment as well as a traveling "activity" tent where one might learn to juggle, ride a unicycle or acquire some other related skill. Lionshead merchants reiterated their desire for a plan that would encourage people to move all the way throup-h the mall, and that would provide on-going entertainment, as opposed to a one-time event. Kaye Ferry reported on the results of the meetings with the Lionshead merchants that the Vail Chamber and Business Association has facilitated. The ideas that have been embraced include: 1. Finding a place within the mall and subsidizing Charlie Alexander's climbing wall 2. Busker Village 3. A consistent, predictable activity with a specific destination that encourages traffic to move through the mall. CSE/snCADocuments and Settings\sybill navas\My DocumentsWew CSE\MEETfNG INFO\iMinutes\06 Minutes1\060124 Minutes.doc Page 2 of 3 . Paul Witt, representing Vail Resorts Development Company, gave an update on the expected construction impacts for this summer, including streetscape activities in the mall from April 23- June 23 and stated that by next winter streetscape and snowmelt within the mall will be 90% in place. He assured the Lionshead merchants that the ramp access to the gondola will be maintained throughout the summer. Brian Hall gave a brief overview of the activities that his company has planned within the Kidstruction zone and stated that outside activities will be welcome and accommodated. Ian Anderson reiterated that the $30K allocated by the CSE for summer ambient entertainment had been earmarked for Lionshead and that he supports combining the funds with the $50K available from the Town of Vail for construction mitigation activities. Paul Witt reminded the CSE that the TOV's $50K was intended to be spent throughout the town, not just in Lionshead. CSE members requested additional discussion at their next 2 meetings. Strategic Plan: Sybill explained that the cu..r,..t goal is to present the final plan to the Town Council for their comments and approval sometime in March and for the CSE to formally adopt it at their March or April meeting. The draft document has been on hold since September because the council's funding allocation to the CSE did not mirror the goals specified and the CSE felt it would be important to include any additional insights from the up to 5 new appointees to the CSE expected in December. The CSE agreed to form a committee to review the draft for a final time and to bring back a proposal for the entire board for review at the meeting on February 21. Volunteers for the sub-committee included Clint Huber, Scott Stoughton and Dave Chapin. Diane Johnson encouraged the CSE to keep small community events in the plan, stating that they are an important part of the community structure that would otherwise be lost in the shuffle. Terry Brady commented on the critical value of the success measurements in determining what an event contributes to the community and stressed the iml,.. L nce of intangible benefits such as vitality and fun. The difficulty in the measurement process lies in how to accurately determine these indicators. New Business: There was no new business discussed. Motion to adjourn at 10:30 a.m. M/S/P: Rich tenBraak, Robert Aikens, Unanimous. Minutes taken and submitted by Sybil11L Navas, CSE Coordinator January 24, 2006 r ? f Approved by! (L ?'fiairman, Commissi in on S cial Events Date: Z_ ? /_ N CSE/sn EA060124 Minutes.dOC Page 3 of 3 PUBLIC NOTICE: Town of Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, January 24, 2006 at 8:30 a.m. AGENDA: Swearing in of New CSE Appointees: Stephen Connolly, Robert Aikens, Clint Huber and Scott Stoughton: Lorelei Donaldson (5 minutes) Approval of the Minutes of the meetings of November 22 and November 30, 2005: (5 minutes) Coordinator Report: (15 minutes) • Financial Report and Review of 2006 Allocations and Contract Status • Review 2006 meeting schedule • Set date for meeting wNLMDAC Update: Convergence Festival: (10 minutes) Holidays in Vail: Review of 2005 event and plan for 2006: (30 minutes) • Fireworks and Torchlight Parade • Christmas Tree Lightings? • What should occur in Lionshead? Resort Entertainment: Plan for LH Summer Street Entertainment: (30 minutes) Strategic Plan: Review draft for final edit and prepare questions for Town Council presentation: (30 minutes) Possible topics might include: • Seed Funding vs Ongoing funding? • Icon Events: Should qualifying events be forwarded to Council for their consideration? • New Event recruitment? • Surveys and Evaluations? • Other? New Business: (10 minutes) Adjournment: 10:45 a.m. Posted this 20d' day of January, 2006 Sybill R. Navas, CSE Coordinator A, 0- TOWNOFVAQ, TOWN OF VAIL 2006 CONSTRUCTION MITIGATION FUNDING APPLICATION Introduction The Vail Town Council is seeking funding requests from organizations, individuals and/or event producers who can effectively increase the viability of Vail's business community by enhancing the guest experience during the 2006 construction season. A total of $50,000 is available to be earmarked for one or more activities. Applications must meet the criteria listed below and are due no later than 12 Noon, Wednesday, February 15, 2006. Applications (include 12 copies) should be addressed to: Stan Zemler Vail Town Manager 75 S. Frontage Rd. Vail, CO 81657 Applications will be screened February 16, 2006, by the Construction Mitigation Working Group and on February 21, 2006, by the Vail Commission on Special Events. A recommendation will be forwarded to the Vail Town Council, which will review the applications at its evening meeting on March .7, 2006. Applicant sponsors are asked to attend the three review meetings and to be prepared to present their proposals and/or answer questions. Disbursement of funds will be at the discretion of the Vail Town Council in consultation with the Vail Town Manager. Where applicable, funding recipients will be required to apply for a Town of Vail Special Events permit. Evaluation Criteria Applications must meet the following criteria: • Creates excitement and energy • Creates potential for positive economic impact to the retail, restaurant and lodging sectors of the community • Generates sustained visitation and interest by guests and locals • Enhances the guest experience • Incorporates matching funds, sponsorships, partnerships • Complements other mitigation efforts implemented by Vail Commission on Special Events, Vail Local Marketing District, Vail Chamber & Business Association, Vail Valley Chamber & Tourism Bureau, Town of Vail, Vail Resorts Development Company, etc. • Includes a communications component to build local and guest awareness • Meets town permit process and construction staging requirements Address remaining inquiries to Suzanne Silverthorn, Town of Vail Community Information Officer at 479-2115 or ssilverthorne..vailaov.com Attachments 2006 Major Construction Projects Construction Mitigation Working Group Representatives Special Event Layout Map for LionsHead r SPECBAL EVENT TENT ® - POTENTIAL TENT LOCATIONS (minimum 10 feet between tents and stru * NO VEHICLE DISPLAYS S E T U P ctures) o m ,? .'4 r t TOWN OF VAIL 2006 CONSTRUCTION MITIGATION FUNDING APPLICATION FORM Please print or type all information Use additional pages to supplement responses if needed ACTIVITY NAME PROPOSED DATE(S) TOTAL FUNDING REQUESTED PRODUCING ENTITY Contact Name Address Phone/Fax/Email BRIEF DESCRIPTION OF EVENT DESCRIBE WHERE ACTIVITY WILL BE LOCATED DESCRIBE IN-KIND SERVICES REQUIRED FROM TOWN OF VAIL 1. DESCRIBE HOW PROGRAM WILL MEET AND EXCEED EVALUATION CRITERIA REQUIRED ATTACHMENTS • Detailed Event Budget • Producing Entity Experience & Qualifications Town of Vail Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, January 24, 2006 at 8:30 a.m. AGENDA: Swearing in of New CSE Appointees: Stephen Connolly, Robert Aikens, Clint Huber and Scott Stoughton: Lorelei Donaldson (5 minutes) Approval of the Minutes of the meetings of November 22 and November 30,2005: (5 minutes) Coordinator Report: (10 minutes) • Financial Report and Review of 2006 Allocations and Contract Status. • Review 2006 meeting schedule • Set date for meeting wNLMDAC Update: Convergence Festival: (10 minutes) Holidays in Vail: Review of 2005 event and plan for 2006: (30 minutes) • Fireworks and Torchlight Parade • Christmas Tree Lightings? • What should occur in Lionshead? Resort Entertainment: Plan for LH Summer Street Entertainment: (30 minutes) Strategic Plan: Prepare questions to be answered at Council meeting: (30 minutes) Possible topics might include: • Seed Funding vs Ongoing Funding? • Icon Events: Should qualifying events be forwarded to the Council for their consideration? • New Event recruitment? • Surveys and Evaluations? • Other? New Business: (10 minutes) Adjournment: 10:45 a.m. *****Next Meeting: ***** Tuesday, February 21, 2006 at 8:30 mm. Town of Vail: Community Development Conference Room MINUTES: Town of Vail: Commission on Special Events Meeting Town of Vail: Vail Town Council Chambers Tuesday, November 22, 2005 at 8:30 a.m. CSE Members Present: Ian Anderson, Stephen Connolly, Todd Gerhke, Richard tenBraak and Chairman Dave Chapin. CSE Member Absent: Steve Rosenthal Others Present: Joe Blair, Mike Ortiz, Pam Brandmeyer, Laurie Asmussen, Rick Scalpello, Jeff Brausch and Sybill Navas Chairman Dave Chapin called the meeting to order at 8:30 a.m. Motion to approve the minutes of the meeting of November 11, 2005, as presented. M/S/P: Richard tenBraak, Todd Gerhke, Unanimous 2006 Funding Allocations: CSE members discussed the proposals that were made at the meeting on November 11, 2005 and agreed to the following event funding allocations for 2006: Event: 2006 Dates: 2006 Funds 2006 Funds Requested: Awarded. >Convergence Festival Aug 22-29 $150,000.00 $75,000.00 Teva Mountain Games May 31- Jun 4 80,000.00 73,750.00 Oktoberfest/Highline Sports Sep 8-10/15-17 80,000.00 70,000.00 Vail Film Festival Mar 30-Apr 2 85.000.00 55,000.00 Spring Back to Vail Apr 3-16 100,000.00 50,000.00 America Days: Budget shall include $7750 to the Vail Jazz Foundation for the Washington Prep High 4-Jul School Band 60,000.00 50,000.00 Summer Street Entertainment Jun 23-Sep 3 68,500.00 30,000.00 >Taste of Vail/Summer Change dates to Aug 17-20 40,000.00 30,000.00 Kick-It 3v3 Soccer Tour Aug 4-6 50,000.00 25,000.00 Holidays in Vail* (VVCTB in '03) Nov 25-Dec 31 40,000.00 25,000.00 >Rev'Vail Season Kick-off Festival Nov 22- Dec 10 50,000.00 20,000.00 The Session Jan 12-15 25,000.00 18,000.00 Vail Arts Festival Aug 11-13 30,000.00 15,000.00 CSE/sn Minutes: 11/22/2005 Page 1 -of 3 Lacrosse Shootout: 3 year agreement contingent on TOV Jun 24- Jul 4 Council funding of CSE: $15K, $12.5K, $10K 20,000.00 15,000.00 >Harvest Festival Sep 22-24 32,000.00 15,000.00 Vail Farmers' Market: Sundays, Jun 18-Sep 24 With the addition of Sep 24 .15,500.00 10,000.00 American Ski Classic Mar 22-26 25,000.00 10,000.00 Vail Jazz Festival: Concerts at the ' Sundays, Jun 25-Aug 7 Farmers Markets over 8 Sundays 10,000.00 8,000.00 VJF: Washington Prep HS Band: To be included in the Vail America 4-Jul Days budget. 7,750.00 - King of the Mountain Volleyball Jun 16-18 10,000.00 7,500.00 Taste of Vail/Winter: Colorado Lamb Apr 5-9 Cook-off 25,000.00 5,000.00 Avon to Vail Triathlon (new date flexible/$ request producer) est. 8,000.00 3,000.00 Vail Arts and Wine Faire Saturdays, Jul 1- 29 18,300.00 - Rotary Rubber Duck Race 3-Sep 15,000.00 - Gourmet on Gore 2-Sep 50,000.00 - >Vail US Nationals of Aug 25-27 Skateboarding 20,000.00 - >Vail Armed Forces Week Jan 29-Feb 3 10,000.00 - >Pete Seibert's Vail Mtn Marathon 2-Apr 7,500.00 - >Holiday Spirit on Meadow Drive Dec 16-24 21,000.00 - Subtotal: Event Funds $1,153,550.00 $610,250.00 Contract for Event Evaluation and Research: CSE members agreed that in light of the fact that both the marketing district and the Town of Vail initiate surveys only every other year the available funds should be allocated directly to events. Citing lack of specific direction from the Town Council, CSE members agreed to remove both the "debit card" and the Special Event Handbook from the proposed 2006 budget and to pursue a partnership with other TOV departments to move the handbook forward. The administrative budget for 2006 will include only the coordinator and business expense contract of $36,000. ? Motion to approve the 2006 budget and event funding allocations, as described above. M/S/P: Ian Anderson/Richard tenBraak, Unanimous CSE/sn Minutes: 11/22/2005 Page 2 of 3 s New Business: In response to a deadline of Friday, November 25, CSE members agreed by consensus to feature the Farmers' Market in the 2006 Colorado Activities Calendar, a publication of the Colorado Activities Council which offers each resort community in the region one free event listing. Motion to adjourn at 1:00 p.m. MIS/P: Todd Gerhke, Ian Anderson, Unanimous Minutes taken and submitted by Sybill Navas November 22, 2005 Approved by: Date: Chairman, Commission on Special Events Next Meeting. CSE Special Meeting Wednesday, November 30, 2005 at 3:00 p.m. Vail Town Council Chambers Members of the Commission on Special Events will meet with representatives of Zaring-Cioffi Entertainment to discuss the CSE's funding allocation and contract ramifications for the proposed Convergence Festival at Vail, which is scheduled for August 22-27, 2006. CSE/sn Minutes: 11/22/2005 Page 3.of 3 ;r! MINUTES: Special Meeting of the Commission on Si)ecial Events Town of Vail: Vail Town Council Chambers Tuesday, November 30, 2005 at 3:00p.m. CSE Members Present. Ian Anderson, Stephen Connolly, Steve Rosenthal, Richard tenBraak and Chairman Dave Chapin. CSE Member Absent. Todd Gehrke Others Present. Amy Phillips, Liz Davis, Mark Gordon, Joe Blair, Scott Feinders, Craig Erickson, John Zaring, Pam Brandmeyer and Sybill Navas Chairman Dave Chapin called the meeting to order at 3:20 p.m. and stated that the purpose of the meeting was to discuss the viability of three events: The Taste of Vail/Summer and the Colorado Lamb Cook Off and the Convergence Festival, in light of the CSE funding allocations being less than what had been requested. Taste of Vail: Lamb Cook Off and Summer Event: Amy Phillips affirmed that her board of directors has agreed that they will be able to produce both the Lamb Cook Off and the Taste of Vail/Summer with the funding allocated by the CSE, even though the funds requested for the purchase of tents was denied. She stated that they had received commitment from the promoter of a summer event who would be willing to loan tents for the Lamb Cook Off in April. Additionally, they felt it likely that they would be able to procure the funding to purchase tents for the summer event by going to their sponsors, and that both "Wine Spectator" and American Express had indicated interest. She assured the CSE that they were sensitive to the issues surrounding the use of the Beaver Creek tents in the past and that no logos that would cause conflict between sponsors, including the Town of Vail, would be displayed on any tents. Responding to Steve Rosenthal's question, Amy assured the members that they were confident in being able to secure the participation of the local restaurants and that they intend to cap the Lamb Cook Off at 15, so as not to overwhelm the judges of the competition. She stated that they expected to attract the participation of as many as thirty wineries and fifteen to twenty local restaurants for the summer event. Convergence Festival: Although expressing that his hope had been that the CSE would fund the event to at least $100K of the requested $150K, John Zaring announced that the event's official title will be "Urban Convergence Fashion and Music Festival" and stated that he believed they could move forward with the $75K allocation. The effect will be to shorten the event by one day, moving the registration and welcome party to Wednesday evening and melding the "new designer showcase" into Thursday's fashion show schedule. The goal is to schedule enough activity and variety to keep people in town and interested for the 5 days. CSE members inquired about possible venues, and reminded Zaring that the, sites are not controlled by the CSE and that booking the venues will be up to his ...eannization, although Sybill CSE/sn Minutes: 11/22/2005 Page 1 of 3 will help facilitate the discussions as much as possible. John stated that he understands that the venues will likely not be donated, but that he hopes to be treated fairly as someone bringing an excellent opportunity to the community. Venues under consideration for concerts include the Amphitheatre, Ford Park Athletic Fields, Golden Peak and Check Point Charlie. In answer to- CSE questions, Zaring stated that the I" year schedule will include a closing concert on Sunday to feature a band of a more mainstream variety than Snoop Dawg, such as the Black Eyed Peas, that might draw up to 10,000 people. Other planned events include an "old school" variety of entertainment on Friday night at the amphitheatre and a family concert on Saturday, perhaps at Check-Point Charlie. He expects to secure the participation of 3-4 urban designers; and explained that the attraction to this group lies in opportunity to preview their lines two to three weeks before the New York debuts. Venues suggested for the fashion components of the event include Dobson arena or the tennis courts at the Cascade Resort and Spa. A lengthy discussion followed regarding the shortness of time remaining for acquiring significant sponsorships. Scott Feinders of Zaring/Cioffi explained that they are encouraged by conversations with their existing relationships and that'the feedback has been that the event is right "on target." He added that having finalized the location at Vail gives the event reality and will enable him to follow-up on the initial discussions with Coors and American Airlines. He expects that sale of the title sponsorship might bring about $600,000, mid-range for this type of event. American Airlines has already expressed a commitment to the event and to work with the VVTCB to put together all-inclusive packages. Zaring stressed that they are trying to build a top quality national festival and hope to attract a national magazine partner as well as a television programming element. They do not expect to sell all sponsorships in the first year, but want to move forward carefully so as to insure the quality of the event and the long-term commitment of the community. He stated that the attendance in early years is likely to come primarily from the Front Range market; however the long-term goal is to create an event with stature comparable to the Aspen Comedy Festival or the Sundance Film Festival. Community assistance requested will include: • Working with the Police Dept. to insure a safe event • Marketing cooperation with the VLMD • VVTCB and VRI assistance in putting together lodging packages Ian Anderson reiterated that the CSE does not have the infrastructure for event support, and that there needs to be the assurance of a turn-key event. John Zaring stated that he understood that, but that he is seeking the confidence that the community wants the event to happen here. Sybill asked John to explain how they anticipate attracting and organizing volunteers, as that has been a problem for out of town event producers in the past. Craig Erickson assured the CSE that they have a strong national network and extensive experience in this area. They were encouraged to sub-contract with a local producer. CSE/sn Minutes: 11/22/2005 Page 2 of 3 Next steps include: • Promotional efforts. Sybill will help them get the word out locally, if copy is provided. • Possible vehicle sponsor: contact Pam Brandmeyer with regard to potential for Volvo sponsorhip. • Identify volunteer needs and in-kind support requests as soon as possible. The CSE agreed by consensus to guarantee the $75,000 commitment for 2006 funds subject to the following conditions: • A title and/or significant sponsor in the $600,000 range is secured no later than February . 15, 2006 • If no sponsor is secured by that date, the CSE understands that the event will be postponed until 2007 and that the $25,000 paid to Zaring/Cioffi Entertainment in 2006 will be applied to securing sponsorships to produce the event in 2007. The CSE will work with Zaring to secure additional funds in 2007, as part of the 2007 CSE funding allocation process. • The contract will include an additional "reaffirmation" date in early summer to confirm that venue, entertainment and organizational structure is in place to proceed. The meeting was adjourned at 4:55 p.m. . M/S/P: Richard tenBraak/Stephen Connolly/Unanimous. Minutes taken and submitted by Sybill Navas November 30, 2005 Approved by: Chairman, Commission on Special Events Date: CSE/sn Minutes: 11/22/2005 Page 3 of 3 CSE/sn 2006 Allocations and Payment Records Town of Vail Commission on Special Events: 2006 Funding Requests and Allocations Funds Available: $650,000 Rollover from Previous Year: $0 Contribution to America Days from Eagie County Total Funds Available: $650,000 $650,000 $650,000 $650,000 Event: 2006 Dates: 2006 Funds Contract Status: Funds Paid Amount Still Awarded: Out: $$$ Owed: The Session Jan 12-15 $18,000 as of 1/13 $18,000 $0 American Ski Classic Mar 22-26 $10,000 as of 1/20 $10,000 $0 Vail Film Festival Mar 30-Apr 2 $55,000 as of 1/13 $36,666 $18,334 Spring Back to Vail Apr 3-16 $50,000 submitted #2: 1/20 $16,667 $33,333 Taste,of Vail/Winter(Lamb Cook-off) April 5-9 '$5,000 sent 1/5 $5,000 Teva Mountain Games May 31- June 4 $73,750 as of 1/20 $24,5841 $49,166 King of the Mountain Volleyball Jun 16-18 $7,500 as of 1/20 $2,5001 $5,000 Vail Farmers' Market Sundays, Jun 18- Sep 17 $10,000 I $10,000 Summer Street Entertainment Jun 23-Sep 3 (11 weeks) $30,000 $30,000 Vail Lacrosse Shootout Jun 24-Jul 4 $15,000 1 $15,000 Vail Jazz Festival Jun 25-Aug 27 $8,000 1 $8,000 America Days 4-Jul $50,000 1 $50,000 Vail Jazz Foundation: Washington $7750: include in Prep High School Band 4-Jul America Days Avon to Vail Triathlon I August $3,000 1 $3,000 Kick-It-3v3 Soccer I Aug 4-6 $25,000 1 $25,000 Vail Arts Festival I Aug 11-13 $15,000 1 $15,000 Convergence Festival I Aug 23-27 $75,000 as of 1/20 $25,0001 $50,000 Taste of Vail/Summer August 18-20 $30,0001 $30,000 Oktoberfest I Sep 8-10/15-17 $70,0001as of 1/20 $23,3341 $0 Harvest Festival Sep 22-24 $15,0001 $0 ReviVail Season Kick-off Festival I Nov 22- Dec 10 $20,0001 11 $0 Holidays in Vail I Nov 25-Dec 31 $25,0001 $0 Subtotal., Event Funds I $610,2501 $453,499 Admi nis t rative Contracts: Coordinator Salary $32,5001 $32,500 Expenses $3,5001 $3,500 Admin. Subtotal: Contracts - 11 - _ TOTAL - $64612501 $489,499 CSE FUNDS REMAINING: , $3,7501 +$480,499 1 /21 /2006 Commission on Special Events: 2006 Budaet Total Funds- Available: Event:.. ° 2006 Dates: >Convergence Festival Aug 23- 27 $ Teva Mountain. Games May 31- Jun 4 Oktoberfest/Highline Sports Sep 8-10/15-17 Vail. Film Festival Mar 30- Apr 2 Spring Back to Vail Apr 3-16 America Days 4-Jul Summer Street Entertainment Jun 23-Sep 3 >Taste of Vail/Summer Aug 18- 20 Kick-It 3v3 Soccer Tour Aug 4 -6 Holidays in Vail Nov 25-Dec 31 >ReviVail Season Kick-off Festival Nov 22- Dec 10 The Session Jan 12- 15 Vail Arts Festival Aug 11-13 Lacrosse Shootout Jun 24- Jul 4 >Harvest Festival Sep 22- 24 Vail Farmers''Market Sundays, Jun 18-Sep 17 American Ski Classic Mar 22- 26 Vail Jazz Festival Sundays, Jun 25- Aug 7 VJF: Washington Prep HS Band 4-Jul King of the Mountain Volleyball Jun 16- 18 Taste ',Vail/LambCook-off Apr 5- 9 Avon to Vail Triathlon Date TBD. Subtotal: Event Funds $ Administrative Contracts: Coordinator +Expenses Total Allocations: Funds Remaining: $650,000 2006 Funds Location of Event: Awarded: Vail Village Lionshead Ford Park Gold Peak 75,000.00 73,750.00 73,750.00 70,000.00 35,000.00 35,000.00 55,000.00 50,000.00 25,000.00 10,000.00 15,000.00 42,250.00 15,000.00 15,000.00 20,000.00 30,000.00 30,000.00 30,000.00 30,000.00 25,000.00 25,000.00 25, 000.00 12, 500.00 12, 500.00 20,000.00 18,000.00 18,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 10,000.00 10,000.00 10,000.00 10,000.00 8,000.00 8,000.00 7,750.00 7,500.00 - 7,500.00 5,000.00 5,000.00 3,000.00 3,000.00 610,260.00 $ 232,250.00 $ 107,500.00 $ 77,500.00 $ 43,000.00 $36,000 $646,250 $3,750 >Designates new events proposed for 2006 WW OF PAIL COMMISION ON SPECIAL EVENTS Commission on Special Events 2006 REGULAR MONTHLY MEETING DATES The regular monthly meeting of the CSE usually held on the fourth (4 h) Tuesday of each month, in the Vail Town Council Chambers beginning at 8:30 a.m. Special meetings may be scheduled when deemed necessary. • January, 2006fTBD: Joint meeting between CSE and VLMDAC • Tuesday, January 24, 2006 • Tuesday, February 21, 2006***NOTE: This meeting is scheduled on the third (3rd) Tuesday of February, and will be held in the Community Development Conference Room • Tuesday, March 28, 2006 • Tuesday, April 25, 2006 • Tuesday, May 23, 2006 • Tuesday, June 27, 2006 • Tuesday, July 25, 2006 • Tuesday, August 22, 2006 • Tuesday, September 26, 2006 • Tuesday, October 24, 2006: Annual Joint Meeting with TOV Event Review Committee and Event Promoters. • November 2006/TBA: A special meeting will be scheduled early in the month to hear the presentations from those requesting funding in 2007. . • Tuesday, November 28; 2006: 2007 Funding Allocation Decisions. • December 2006/ TBA: Joint meeting with the Vail Local Marketing District Advisory Council. 7 r CONSTRUCTION MITIGATION WORKING GROUP January 20, 2006 Meeting Notes Those attending: Sarah Akeroyd, John Buckley, Meredith Giersch, Rayla Kundolf, Bob Boselli, Scott Bluhm, Nicole Hoffman-Ewing, Kaye Ferry, Rob Levine, Kelli McDonald, Sybill Navas, Todd Oppenheimer, Pat Peeples, Leonard Sandoval, Paul Witt, Richard TenBraak, Suzanne Silverthorn, Jamie Wilson and Stan Zemer Brinaina Structure to the Town's Fundina Review Process Stan Zemler facilitated a discussion to establish a process for review of construction mitigation requests. He explained the Town Council has set aside $50,000 in the 2006 budget for construction mitigation activities. In addition, the Commission on Special Events has directed $30,000 in funding to Resort Events (Diane Moody) for ambient entertainment and will be seeking additional feedback at its meeting on Jan. 24 (8:30 a.m. Vail Town Council Chambers). Also, the town's Public Works Department and Community Information Office have funding in their budgets to assist with signage and information. Stan went on to explain his thoughts about the review process, which would include soliciting proposals from the community, bringing the proposals before the Construction Mitigation Working Group for a recommendation to be reviewed by the Town Council for a final decision. In addition, Stan shared his interest in avoiding duplication of efforts already underway by the Commission on Special Events, Vail Resorts, Meadow Drive Partnership, Vail Local Marketing District, etc. He then asked representatives around the room for an update on construction mitigation efforts already in place or in the planning stages. VCBA/Kaye Ferry: VCBA has been facilitating ideas with a group of LionsHead representatives. Four meetings have been held and a proposal is forthcoming. VCBA also is working on a townwide summer coupon book. CSE/Sybill Navas: The CSE on Jan. 24 will discuss the $30,000 ambient street entertainment allocation as well as how to better coordinate the holiday tree lighting event. Everyone is encouraged to attend. TOV/Scott B/uhm/Todd Oppenheimer.• The town has budgeted to supplement construction hosts. Kiosk business directories will be in place through the summer; panels will be replaced as needed. The temporary sign program for impacted business also will be in place. VLMD/Pat Peeples: The VLMDAC will consider a request by Peeples Ink to budget $20,000 for a targeted, proactive Front Range public relations campaign in 2006 similar to the work performed in 2005, which produced positive results. If approved by the VLMDAC at its Feb. 16 meeting, the funding request would be forwarded to the Vail Town Council, sitting. as the VLMD. Meadow Drive Partnership/Rayla Kundolt This will be the third consecutive season for Vail Village construction.. The Farmers' Market will be underwayaftissummer and will .. provide expanded opportunities for cross promotion of the entire resort. The Farmers' Market, will-be extended.inrthe.-fall with:a, Harvest Festival to include a square. dance and BBQ. A flower festival its planned for mid-June. The group is also working with the Jazz Festival for additional entertainment opportunities. A Book Fair is planned during five Saturdays and the group is working on a partnership with Vail Mountain School to create a kids' art auction. Plans also are underway to host the Spirit of Christmas with visits by Santa and a gingerbread house contest. While the CSE has provided funding for some of the activities, businesses pay $200 per year to help offset costs; commercial property owners match the contributions. The Meadow Drive partnership produces a newsletter to keep members informed of its activities. VRDC/Paul Witt. Streetscape in the LionsHead pedestrian mail will begin April 24 and will run until June 23. Work will start from the east end and work toward the center of the mall. On the west end, some trench work will take place for utilities. No construction will occur in the mall from June 23 to Labor Day. VRDC has been working internally on plans to reduce the impact in the mall: • Fencing will be less obtrusive • Construction schedule will be realistic (people will know what to expect) • Internal roles are being clarified (Paul Witt, Matt Lydens, Brian Hall, Dave Thorpe, etc.) • Decisions are being made now on scheduling for flaggers and community hosts, which will be activated April 24 • Kidstruction Zone will be in place by Memorial Day weekend • Construction update meetings are occurring regularly at the Marriott (meeting day may change to Wednesday) • In addition to report-outs on schedules, the construction update meetings also are being used to solicit feedback on existing mitigation efforts and ideas for future activities Stan noted it appeared duplicate processes are underway to solicit ideas from LionsHead representatives. He encouraged VRDC and VCBA to work together in bringing a proposal to the town. Meeting attendees then agreed to the following schedule: • Proposals will be due to the Town of Vail by Noon Feb. 15 (if necessary, interviews will be scheduled) • Construction Mitigation Working Group will review proposals from 11:30 a.m. to 1:30 p.m. Feb. 16 over lunch. The meeting will be held in the large conference room, Community Development Department. Working group members who are tied to a funding request should use discretion during the review. • Vail Local Marketing District Advisory Council meets in the AM on Feb. 16 • Vail Commission on Special Events meets in the AM on Feb. 21 • Recommendation forwarded to Vail Town Council in March 2 packet • Consideration of funding recommendation by Vail Town Council on March 7 Evaluation criteria will be based on the following: • Creates excitement and energy • Generates sustained visitation • Enhances the guest experience • Incorporates matching. funds, sponsorships, partnerships ® Complements rather than duplicates other mitigation efforts meets town and construction'staging requirement- . 2 2006 Construction Overview The group heard an overview of the numerous construction projects that will be underway in both Vail Village and LionsHead. In addition to the 13 projects listed on the meeting agenda, the town.will be replacing the pedestrian bridge over Gore Creek and the Town Council will be considering a proposal to improve the whitewater park. Also, installation of a soon-to-be-identified focal feature for Seibert Circle is being added to the construction schedule. Communitv-wide Mitigation Prooram The last item on the agenda was a brief review of the community-wide mitigation program funded by the town's Community Information Office. The group endorsed continuation of the partnership activities and programs initiated in 2005. Next Meetinq 11:30 a.m. to 1:30 p.m. Thursday, Feb. 16. This will be a working lunch held in the large conference room in the Community Development Department to review funding proposals. 3 Spring/Summer 2006 Overview Village Streetscape Spring 2006 • West Gore Creek Drive work will begin April 24 and move west from Lancelot/ Children's Fountain area toward Checkpoint Charlie. Simultaneously, work will begin along the Gore Creek Promenade, moving from west to east. This includes installation of snowmelt and pavers. Additionally, a large private project is scheduled by the Lodge at Vail that includes renovation of their sidewalk area. That will be coordinated with the TOV work. Also, design and outcome of Checkpoint Charlie is pending on whether it will stay, expand or move. Work will also take place in the Mill Creek Court building area near Buzz's, plus completion of sidewalk work around the Tivoli. Summer 2006 • No streetscape work will take place in the public right-of-way during the summer. Vail Plaza Club and Hotel Spring/Summer 2006 • Continue to have deliveries to staging areas off of Vail Road and the Frontage Road. Concrete.trucks and steel trucks will be the majority of the deliveries. • Removal of tower cranes is anticipated in late summer or early fall. • Periodic closures of Vail Road may be necessary following ski season. Four Seasons • Schedule to be determined for spring and summer 2006. Front Door • Utility work is anticipated to begin after the close of ski season. Full construction scheduling of the project is awaiting finalization of the land trade with the U.S. Forest Service. The Arrabelle at Vail Square, LionsH`ead Spring 2006 • Streetscape work is proposed to begin April 24 moving west from bus stop to the project site. This will include the relocation and installation of shallow utilities, installation of the snowmelt system, laying pavers and completing walking areas. Some of the planters, benches and other finishes will not be completed until summer 2007. Construction of The Arrabelle structures will be ongoing. Summer 2006 • No work is scheduled to take place in public right of way. Work will be within the site and should include installation of exterior walls, completion of the parking garage and installation of steel structural framing. Fall 2006 • After Labor Day,, streetscape work will recommence. in the LionsHead Mall, with work anticipated to be focused on the west end. Construction of The Arrabelle structures°will` be;origoing. Gore CteekPlace<,:. Town,of.Vail bikepath behind .the site it anticipated to be open by .June 23.; R f A--vi- Town of Vail: Commission. ''on'... Special. Events Strategk Plan 2006,m2OO9 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. executive Summary: Vail is on the cusp of a billion dollar renewal and soecial events will plav an ever more important role as the town strives to maintain its reputation as, the "world's premier mountain resort communitv." Durina the redevelopment and construction ohase. special events are Dlavina an important role in keeDina auests entertained by mitiaating the impacts of the dust, noise and inconveniences of buildina activities, as well as contributina to the economic vitality of the business communitv in a time of stress. When the renewal is complete, Vail witl be- better eauibped than. ever to showcase both. international and communitv events in a truiv world class settina.. Recoanizina that special events contribute sionificantly to the economic vitalitv of the community. as well as to a positive auest experience. the CSE has formulated this strateav to develop a vear round calendar of hiah aualitv events aDDealina to a diverse ranae of interests. Success depends upon disciplined attention to business basics: strona strategic Dlannina, objective decision-makina, support and participation of the local business communitvs and cooperation with the Vail Local Marketina District (VLMD.) The Commission on Special Events (CSE) strategy assumes several givens: 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. Events that receive support from the CSE must be of a aualitv commensurate with Vail's image as a world class resort. 4. A single point of contact is required to support special event producers. 5. The use of measurable criteria in event selection, funding and evaluation is critical to ensuring progress. (Attachment C) These suppositions lead to the following priorities: 1. To ensure that visitors leave Vail with the intention to "definitely return". 2. To attract new and. support existing events that have a large number of particpants.who.will -return year after year. 3. To b'e'an advocate-for. selected icon "events -that are attracted and funded by others::. _ 4: To suoDort a' diverse portfolio bf'"events thaf` ritribute to a strong sense of community and lmorove the Quality of life for residents and auests: INOR ING ORAET: VarJ CSe Strategic Plart==200,6-2010. UPDATED 9/21%2005 , Page 2"of 13' Tactically, this means: 1. Attracting 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 investments being fully leveraged to increase sales and marketing reach? 3. Are we consistently achieving more impact with public resources? 4. Do these events contribute to a strong sense of community and high quality of life? Vail has been a leader in the resort industrv. and the communitv is anticioatina an even more promisina future with the completion of the billion dollar renewal. A strong portfolio of events already exists, and it will be the iob of the CSE over the next few vears to weed out events not performina as expected while continuing to encouraae the development of new events that are commensurate with the world class image of Vail. Introduction: Named the #1 Ski Resort in North America by Ski Maaazine readers 6 vears out of the last 10, Vail has Iona been recoanized as a leading tourism destination and special events have ulaved an important role in its reputation as a world class resort. Throuahout its brief historv Vail has plaved host to a number of prestiaious international events, includina the World Alpine Ski Championships in 1989 and aaain in 1999.-twice to the World Mountain Bike Championships, and annual World Cup ski racina. The summer music and dance festivals each receive international recognition and have contributed sianificantly to the development of a successful summer economv in Vail. A special event freauentiv is a visitor's first introduction to Vail and often attracts auests who miaht not have come otherwise. True to Vail's visionary spirit, efforts are now addressing Vail's most important marketing priorities. The Vail Local Marketing District (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 created the Commission on Special Events (CSE) in its current form. This ordinance reorganized the existing CSE and set several broad objectives: 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. (Attachment A: 2006 Working Budget.) It is an objective of the CSE to demonstrate to Council thatapecal 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.: IiVe and visit. WORKI P DRAFT: Vail CSE S'ffafe ip Pl 1 ? ` _„ ._,. 66-2006-2090 UPDATED'9%21/2005 Page 4 of 13 Strategic Fundamentals: The CSE wilt: 1. Provide a balanced, near round calendar of events aooealino to residents and auests of diverse interests. 2. Focus on a strategy designed to entice current visitors to return to Vail 3. Attract new visitors by dedicating resources to recruit participant events 4. Follow objective event selection, funding and evaluation criteria 5. Ensure that event investments are closely coordinated with broader marketing objectives identified by the VLMD. 6. Communicate with the local business community to insure that the events funded by the CSE have a positive impact on the local economy. Role of the Vail Local Marketina District: (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 CSE will seek independent event organizers to oroduce events in Vail. The public sector is far less efficient at producing special events than private and non-profit entities. In addition. municipal staff and budoet constraints make it unao®ealina to risk financial resources on items such as ticket and merchandise sales. WORKING I FT. Vail CSE Strategic P/an-2008-2010 UPDATED 912112005 Page 5 of. 13 Event Catel®ries: Special Events come in many sizes and shapes, each with different attributes and benefits and aoDealina to a diversitv of interests. The CSE uses a, common vocabulary to heir) identify the various characteristics of each type and how thev 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 B: Event Categories. . -• • • 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 guests support and residents, increase visitor intent to return and provide an atmosphere of vitality and fun in the streets. Event Comioall•ison: 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. The CSE has committed annualiv to fund independent interceDt, survevs at maior events. Additionally, in an effort to maintain obiectivitv in the allocation of funds, a numerical ranking and has been developed. (Attachment C - Special Event Ranking Grid) Events that oualifv for CSE fundina are ultimately selected by what then can contribute to the communitv and how then fit into a calendar of events aDDealina to a diversitv of interests and Drovidina a balance of activitv and economic vitalitv'throUghout"the near. Event Acaulsition and Devel®Rmente One of the CSE's tor) strategic Driorities 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 eniov them: during the summer that time Deriod runs from the end of June to the middle of September. Since the time Deriod between the end of June and the middle of Auqust already hosts the BRAVO! Vail Vallev Music Festival and the Vail International Dance Festival, both icon events that Dlav a maior role in enticinq visitors to return, the CSE will focus on providing ambient events from the middle of August to the middle of`September;'arid- id, the early summer weeks prior to the 0 July. Concurrentiv, in the interest of stimulating the slower economic time frames, the CSE will recruit and qive preference to Darticipant events that would occur in June, mid-to-late August, or September. The CSE will pursue a specific acquisition strateQv for each event cateaorv, as outlined below: Icon o Advocate and sponsor Whenever the selected events attracted onoortunity arises. 24-48 months and funded by others Participant o Support existing Off season and shoulder successful events and seek seasons times when 6-24 months out new events which are additional visitors will compatible with the CSE's provide economic criteria. stimulus Ambient o Annual RFPs to local event When the greatest producers number of visitors is <12 months here to eniov them 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: Page 7 bf 13` Research Measurements o Guest intent to return o Awareness of Vail as an events destination Other values o Consumer (ri i) name acquisition and follow-through o Group sales leads Sta inn, 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 (Attachment A) assumes the following: 1. Contracting for CSE administrative 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 ®enendencies: 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. Consistent Special Events Funding 3. Proactive Development of Appropriate Special Event Venues 4. Town of Vail Staff support for Special Events as required 5. Legal Support and Assistance with Contract Negotiations 6. Liability Insurance 7'. Office Space. Rpproducoon and Supplies, Phone, E-mail Services The.,CSE is also dependent on: tk. e;;VLMD.: 1'. To: .tiring ve'sitors_tWVail;.:;:,. 2. To market tfie. annual. event;":' 'am. of tf a-Town of Vail 3`.. To maintain 'an; on-line calendar ofevents . 4: To establish= a`singl6. lodging contact for-events °. ®R I IG CI F T: Vail CSE.Strategic Plan-24116-2616-UADATED 912112005 Page 8 of 13 f On oIna Commitments and Goals: The CSE is committed to the followina onaoina efforts: Develop a balanced vear round calendar of hiah aualitv events which aDoeais to the diverse interests of Vail's auests -and residents > Encouraae 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 > Maintain a sin°afe point of contact'` for- Soecial events > Establish regular status reports and oolicv discussions between the CSE and the Vail Town Council > Advocate for the development and improvement of venues and facilities for Soecial Events within the Town of Vail > Improve coordination and communication between the Town of Vail's. Event Review Committee (ERC) and the CSE > Contract for independent survevs at kev events for the purpose of an "apples to aooles" comparison and acquiring quantifiable data to determine a reliable return on investment flaure. > Attract and support oarticioant events for visitors and locals > Develop communitv events into sianificant ambient events that will enhance the experience of Vail's auests and residents. as well as become effective marketina tools. Examples include Vail America Davs. Holidavs in Vail, the annual Rotarv Duck Race, Trick-or-Treat Trot, Lionshead Easter Eao Hunt, etc. > Establish biannual meetinas with the VLMD and continue to work cooperatively to align the Soecial event and marketina oroarams > Encouraae producers of special events to provide free street entertainment e.a. clowns from circus, musicians from BRAVO, and artists from the Vail Arts Festival Activeiv solicit entrepreneurial street entertainment Additionallv, the CSE will actively pursue the following opals: > Develop a refined Droaram for the allocation of in-kind services to suoDort Soecial. Events > Create a "Soecialy Event Handbook:" A first.auality oublication. and wetisite whicf :=-iwill serve as marketing too( -for the.Town.as well as an . . informational' guide for persons interested in producing a. Soecial Event in llat l:'Included' will, 'inforrriatiorn orf venues; contacts; Town of Vail regulations and requirements., as-well as the Special Event anolication. forms; ' O IN _ DRAFT; Vail cSE Strategic Plan-2006-2010 UPDATED 9/21/,2005 Page 9 of 13 R ? Facilitate meraina the various community and event calendars into a sinale online calendar of events which can provide information to. orosoective visitors, event promoters, concierges, locals and guests, and which can be undated by individual oraanizers ? Provide visitor contact data to the VLMD for future direct marketing. 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 of diverse interests, 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 October 25, 2006: By the Vail Commission on Special Events Commission Members: `?$(?IR CING DRAFT: Vail_CSE Strategic Plan-2006-2010 UPDATED 912112005'Page 10 of 13 ATTACHMENT A: 2006 CSE WORKING BUDGET 2006 2005 PROPOSED ACTUAL 2006 Special Events Funding • Direct event funding to be allocated during the $475,000 $464,000 CSE's annual:.RFP, revievf process in October: The ' s between CSE v+?iil"seek to allocate fund participatory and ambient events in an approximate 50/50 ratio. • America Days*: see note below .$501000 $50,000 • Holidays in Vail*: see note below $25,000 $25,000 • A new event to fill the calendar "hole" in late $50,000 0 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/Vail Rotary to purchase ducks for $7,500 0 the annual Duck Race, enabling the Rotary Club in cooperation with the CSE, to dictate when the event will take place: (one-time expenditure) • Community Events such as Easter Egg Hunt, Trick $10,000 $1000 or treat Trot, etc. Subtotal: Direct Event Funding: $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: I $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: $698,500 $590,000 * Because these two events are non-discretionary and the CSE is expected to contract with an event promoter to insure that they occur, the CSE recommends that they be treated independently from the general funding allocation procedure. - - Attachment 8- Event Categories [con (events that highly sought-after) Icon events are national / international in scope are likely to contain professional or Olympic level performers. They represent the top level of pe o ance or competition in their category and generate widespread brand exposure in the form of televion, oad public awareness (often crossing international boundaries) and possess an extended marketing nd PR Ian. Icon events bring a large participant base with them, significant direct spending, and genera spectator umbers that measurably impact Vail's economy. They are secured through targeted identificati and n ?„ :. I 'on and require a significant investment from the Icon events also require +*L: sive iuv-t- contributions, a dedicated Icon events possess a secure financial also require the host community to opportunity of return through local r I national sponsor base i significant site fees, and lue sharing, (lodging pa, etc.) Examples: World Alpine Ski Ch mpionships, New Orleans Jazz Bowl, Ryd r Cap, US Open, World Cup, O] ty,, often in the form of seven-figure cash and large volunteer core. have a proven profit outcome. But, they ume significant financial risk, with the ;es, ticketing, concessions, merchandise, , New York Philharmonic, Super X-Games, PGA TOUR Particinant (ev nts that actively look for host sites, but nice recruitment) Participant events ruin the gam t from season-ending championships in am Lear sports to stops within a large tour or series to regional ama ur events and conferences. They are probab wned by a national governing body, tour or producer. T2ey are primarily identified by the size of the p cipant base they bring with them. Their primary benefi is measured by participant spending and heavy co ideration is given to length of stay and time of year. Th events are actively looking for host sites and parts ipate in numerous industry "site brokerages" Vail can only recruit these events through an ongoin outreach program. Secondary consideratio is given to their marketing-value . fo the`generaC colisnmer here they may very well have high appeal to sin ategory audiences. Sometimes they will be televised (fro national to regional) but -... - they have limited abto attract a large spectator base on their own. Given: Van's n me, however, they may attractsufficient pectators to reach high levels of occupancy. Participant events. er moderate FIT marketing oppo -ties through association membership; website linkages, exposure t other events in the tour or series",. etc These events a financially secure, probably having one or two major sponsors, but will f9uire a host-site inv,y?.ent (as ow, as $20,000 and as high as $200,000), often as a combination. of cash. and Tin-kind support. The prim opportunity for regaining. investment capitalmill come from lodging packs a sales and localtregionalsponsorships., Examples: TEVA Outdoor Games, World Mtn. Bike Championships, NGB National Champ nships, US Youth Soccer Regionals;.LTSTA Fed; Cdp/Dayis.Cap; I7S. cross .Goantry Cbanipi nships, Professional Cyc1i6a Tour, r#m erlcan" Ski-Classic; 3663 Soccer,:i:acrosse Shoo ut Ambient (events; to improye'.v®e satisfaetloii end ilicrease glending? ` ` Amble events` are designed to enhance the?experienceof: yg gnes4s and to anerease guest mteiit return. . or Tgcurrently constitute the majority; the events that occg ua Vail: Their pmary lieiiefit is:visi speti in in the Vail iiusid s distncfis. Th ; are ac uired throu h, an annual RFP rocess and arc likel to be locally produced ' - T These events gemerally.could not get started Without paablac fusi?ing..; , Examples:.- `Tail America Days; Vail Arts Festival;-Oiat®be? a?sy Street=Entertahi meat, Holidays in.Vail WORKING DRAFT:. Vail CSE Strategic Plan-2006-2010; UPDATED 9/21/2005 Page 12 of-13 1 ATTACHMENT C: CRITERIA FOR ALLOCATION OF CSE FUNDS EVENT NAME: PROPOSED DATES: TYPE OF EVENT: (check as avorooriate) Ambient Particinant New Event Existing Event , if yes, # of years Benefit local restaurants Increase room nights Stimulate retail sales Improve the sense of community Promote Visitor Intent to Return Timing Demographic Fit Growth Potential Leveraging Value: Potential for Sponsorships and Media Exposure Producer Qualifications TOTAL SCORE: Explanations: Timing: Match strategic time slot(s) for this type of event (Demographic Fit: Match profile of target visitor, in ali6,? ent with VLMD target: tjV0RK SSG ®u T:- Nail CSE Strategic-PIa 4006-2010. UPDATED 9/21/2005 Page 13 of 13 Does the event have the potential to: 0 35-64 Years of Age o Higb? level of education o . White. Collair - er(Owner/Professional Manag .. _.::..,. o' . ;-Household income:>: $100K .: -. . Growth Potential: How big.canecome?Will it be annual?: Leveragang Value.' Potential:to_aii.act spc?risorships and'medexposure,.t? ereby increasing the impact of the CAE funds Pruducir Qualiffieadons: Do ti ey:uave.the ability'to produce: au evert corripatible with the image.of Vail,as a,"world class resort? 11 1. ItIQ co r V? ?"GrVAV'C i ?t?' I Goy/% -co u ?? I. /? +h ? '-J I ,?r1 y LE,r ?o ?S ` ?''l? ?-???rl')I!?9Pnii ` i f C .?-r?L c I Y4,D I r? 1ern? ??? \f?r i F ; I is J/ ?v ;i e? ?-, e!?? lI?G J L??el --s- ?u Z,/" z: e- (i w ? l / 1„tii_D /t/-074 AAV ti- ?a ?el«/()j 10 It I )t 7 F <7 tee-4p j ? G ---W pv ?, r?ll/LSD 'I rl :t 1 4 _o -/-" 61-1 ' a/ --.'_ CJL 0 - -v` 41 w G . tvf" 1 . ell, A s ??[/ I I? CIA- 11----? '`?? `_? ?y?.f ? ?^ G- ` tom' G? ?---- ?4; ? C-! e 1 r? ?_ cJ ? /? n ?? ?r v l ez, Gd>'t S'--?J .?' 6z G? t 't 4Z s ??- ?t t n? 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