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
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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.
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. 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
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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
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SPECBAL EVENT TENT
® - POTENTIAL TENT LOCATIONS (minimum 10 feet between tents and stru
* NO VEHICLE DISPLAYS
S E T U P
ctures)
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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?
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