HomeMy WebLinkAbout01. 2019-09-04 CSE Minutes DRAFT
COMMISSION ON SPECIAL EVENTS MEETING Vail Town Council Chambers
Wednesday, September 4, 2019 @ 8:30a.m.-10:30a.m.
Minutes:
September Meeting Materials
Commissioners present: Biszantz, Valenti, Gordon, Davis, Rediker, Kundolf, Wadey 8:35 Gordon Calls meeting to order.
1.@8:30a.m.: Administrative Items (5 minutes) a. Approval of the Minutes from the CSE Meeting on July 22 and August 7, 2019 b. Davis Motion to approve minutes of July 22 and August 7th meeting without
correction.
c. M/S/P Davis, Kundolf, Unanimous d. Upcoming Event Reminders(not all inclusive) - Vail Oktoberfest Lionshead 9/6-9/8 - Vail Village Oktoberfest 9/13-9/15
- Colorado Grand 9/13-9/14
- Taste of Vail Fall Wine & Food Classic – 9/20-9/21 - Vail Farmers Market and Art Show Sundays through October 6 - $20.19 Vail Beaver Creek Restaurant Week 9/26-10/6 - Vail Outlier Offroad Festival 9/27-9/29
- World Figure and Fancy Skating Championships 9/26-9/29
Gordon, we didn’t fund this correct? Miano, Correct. 2.@8:35a.m.:Guest Service Initiative Update (10 minutes), Mia Vlaar
Presented brief summary to council on 9/3. Working on branding and training details. Customer
service training program which is vail resorts program customized for vail. 3 part process. Learning vails history. Community merchant tour. Employee engagement kickoff. Nov 7. Vail Bells is a new program. Bell ringing at 3:0pm every day to kick off après. Thanksgiving plan has been well received by VEAC. 3.@8:45a.m.: Event Recaps (1hr 35 minutes) a. GoPro Mountain Games – Dave Dressman & Sarah Franke (15 minutes) a. GOPRO has renewed sponsorship agreement. Speaks to power of the property. 2 year commitment. Thrilled to have them back. All time attendance. Close to 84,000. 1500 athletes. NPS and GSAT
are real highlights. NPS 88 GSAT 4.7. Saturday is maxed out for attendance. Now we look at how we enhance the experience. Growth opportunities on Thursday and Sunday. Attendance can grow if we get them to stay longer. Might add kids to Lionshead to
pair with dogs. TV show aired 2 days ago. Outside mag and TV deliver significant brand impressions. Re-airs about 40 times.
$7.3M economic impact. Active family. REI shopper and outside subscriber. No major merchant issues. Worked well with all town partners. Impressions don’t benefit yeti or the other brand sponsors…Vail Gopro get the benefit. Missing a 22’ half pipe or a 20’ wave in the middle of the ocean. How do we grab primetime
TV? Sustainability partnership will continue. Green team has been a major part of the event. Weaknesses-too much to communicate. Getting outside target markets. Mountain games all year long. Registration launches in February. How do we continue to talk
about it all year long? Solaris discussions in progress. Will slackline continue? Golden Peak bike hub? Slopestyle? Climbing might see some changes. Not hosting a world cup due to Olympics. Cause related efforts will grow in 2020 b. Kundolf - Kids bring grandparents and grandparents love
slacklines. Dressman - the intention is not that it goes away. Just working through Solaris agreements. c. Valenti: Any chance of using an app in years to come? Franke – we used a responsive site instead of an app. Moved away from an app a few years ago. Works better when it comes to updates. Do we
bring in additional towers? Dressman- not yet. We do not have a communications partner but we can explore it. d. Valenti: Sunday was light compared to previous year? Any insights? i. Franke: Numbers didn’t show that. I think it is the Lionshead
activation and spreading things out. ii. Dressman: will continue to promote music on Sunday. Pepi’s Face-off. e. Gordon: Did you pitch council this year? Vlaar: council is fine with GOPRO being a signature event.
f. Davis Motion to approve final funding. g. Wadey - Appreciates that Saturday overcrowding might be a deterrent. h. Davis/Rediker second/Unanimous b. Betty Ford Alpine Gardens – Nanette Kunich (15 minutes)
a. Nanette: Roots were a wow. Showing ken burns dust bowl series at the same time. Great learning experience. 8000 people at end of august. 10% increase in memberships. Participants from all over the world. #2 on TripAdvisor. Scavenger hunt was popular again. Kids got a plant kit. Education center is a draw. Library speaker
events were less attended. BFAG is the soul of vail. Match vail brand pretty well. NATGEO photog speaker on September 19.
b. GORDON: pitching council exclusively? Vlaar: no council contributions are more for physical plan and operations. This
funding is for programs. c. Biszantz: How much use does the rooftop get? Nanette: a few classes, picnics, wedding rehearsal, etc. We need more shade up there. We’re investigating. Capacity is 97. 60 is comfortable. d. Motion to approve final funding. M/S/P Davis/Kundolf/unanimous
c. Vail Lacrosse Tournament – Mark Foster - Phone in (15 minutes) a. Foster: On Phone b. Thank you for your flexibility.25th year. Registration opened today. 67% new to event. 105 teams. 2100 youth athletes. 11,000
spectators. 4 people per player. Invested in social media. 10,000 followers on Instagram. 50% travel from out of state. Partner with vail rec. 3 fields at ford. Used athletic field and VMS. Weather was not nice to us but everyone had a great time! c. Gordon? We didn’t survey this year? Miano not this year. Gordon
how much did we give? Miano $5000 d. Rediker: 10,000 Instagram followers for a small brand is impressive. e. Wadey: do you have the same issues with parking as shootout? i. Some issues when parking signs were incorrect. A lot of
people parked at structure and walked. Not too much of an issue. VMS was pleased with parking plan. f. Davis: will we see you in October? Yes we are working on that now. The funds go a long way and are used on marketing. Want to work more with town staff.
g. Motion to release final funding? Davis/Gordon/Unanimous. d. Vail Summer Bluegrass Series – Ariel Rosemberg (15 minutes) a. 6th annual. Inaugural in new location. Automatically became a downtown event with the new location. Able to bring on 2
sponsors. Alpine bank and VBC. BOL and the plaza were more in kind but a great partner. 1st time we could take a cut of the bar sales. Great agreement with BOL and Solaris. More motivation for me to drive additional traffic. Is Wednesday the right solution for this event? Competed against Avon and Ziggy Marley. Partnered
with VVF on weeknight product. Hot summer and bluegrass promotion together. $14k in bar sales in 12 hours of events.50% said this is the reason for visit to vail. Spotify playlists. Marketing in Front Range. Doesn’t produce a lot of waste but we can do better with collaboration. Sponsored reusable cup. Competition has
increased. Avon, Beaver Creek, Etc. Opportunity to grow with a new day of the week. In conversation with thanksgiving producer to sponsor a bluegrass activation at end of thanksgiving. Mental health has had an impact on music industry as well as locals.
Continuing to create a safe space in vail. Artists are welcome to visit vail without being smothered.
b. Gordon: was Colorado artist focus just this year or a mission. Rosemberg: wanted to honor the new space and promote the great acts of Colorado. c. Kundolf: do you want a different night? Rosemberg: not necessarily. But if you want growth, we need to look at options.
d. Motion to approve final funding Rediker/ / Davis/Unanimous e. Vail Lacrosse Shootout – Jim Soran (15 minutes) a. Streaming games and including a vail piece. Friends and families back home are following the games. Fabulous weather. Only 1
issue. Love the youth clinic, Lightning storm rolled in and ended up canceling the event. Media coverage in vail daily and US Lacrosse. Event has a great alumni reunion feel from college players. Great off the field feeling. Parking is always an issue. Have to schedule games to be off by 4:00 pm for other events to park. Causes some
games to move down valley. b. Rediker: So you have to be off fields for music? Can we facilitate this with drop off zones? In town shuttles? i. Jim-Teams get special passes that are restricted for load in and parking on site.
c. Motion to approve final funding. Rediker/Kundolf/unanimous f. Vail Craft Beer Classic & Colorado Burger Battle(Funded as one event) – Ryan Slater (20 minutes) a. SLATER: First year, mimic Denver event. Overall super happy
with everything that took place. Kickoff to summer on summer solstice, but it hailed and snowed. Great partnerships with local breweries. Weren’t able to get the survey done due to weather. We did do an email survey though. Proposing a full 3 day event moving forward. NPS was affected by weather. No tents or
coverage. Looking at options for future. Looking at non beef options. Limiting event by not having another option. Tried to limit waste with 1 plate per attendee. Working with Walking Mountains. Love being in the middle of the village and being outside. Vail daily for local marketing. Digital and print. Ticket split with them to
motivate them to advertise well. Denver die hard burger battle attendees came up. b. Davis: Great value. I brought my kid even thought it was marketed as 21+ and it was pretty family friendly. c. Wadey: We asked you to make burger family friendly and your
website said it was 21+. Need to be more focused on kids. VVMTA received a $2000 contribution as our non profit partner.
d. Rediker: Echo other comments on age limits. Slater: We will look at adding deserts, slushies, sponsor activations, etc. to make event
family friendly. Add hard seltzer. e. KUNDOLF: I had a problem with this event and the website saying not family friendly. You need to communicate more. If you are going to combine them do it but I am not voting for it as 1 event. f. SLATER: VCBC – ticket sales and sponsorship were up. National
attention with Jameson barrel gives away. Still a Colorado event with mostly Colorado beer. 3 new lodging partners. Survey didn’t happen on site due to weather. 50% from Denver Metro. NPS affected by weather. Saturation of beer events need to stand out. Stroll at other events. Get more businesses involved. VVMTA led
hike and bike though bike ad to get canceled. VBC and Bonfire Colab beer to help promote the event. Vail Daily and Influencer investment. Also partnered with open snow. g. Biszantz: Curious about advertising. All number in budget were lower than budgeted. SLATER: We got a lot in kind and with trade
(ticket trade) etc. Biszantz: Industry people are going to be the best local attendees but they don’t know its happening. Get restaurants to serve these beers a month before. h. Motion to approve final funding for burger battle and VCBC Rediker/Kundolf/Unanimous – Valenti absent.
*All events above require a motion to release final funding disbursement 4.@10:20.a.m.: New Business and Community Input (5 minutes)
VLAAR: Thank you Moser Harrison for being here. We presented to council yesterday to request funds to build an independent database. Vail resorts is moving to marketing automation process. Will revolutionize how we market non winter. Will be trying to get info from event promoters. Gordon: Is there an indication on what is happening with out budget? VLAAR: I believe
we ended up at a 2% increase. Still figuring out how GOPRO will be funded. Thank you matt. Motion to adjourn. Davis/Rediker/Unanimous Adjournment @10:25a.m.
Next CSE Meeting: Wednesday, October 2, 2019 – 8:30-11:00a.m. - Vail Town Council Chambers