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Home My WebLink About04. a. CSE Minutes 01-05-2022 DRAFT COMMISSION ON SPECIAL EVENTS MEETING Virtual via zoom. https://us02web.zoom.us/webinar/register/WN_MmqB4tnTQpekr7fUWJGk_A Wednesday, January 5, 2022 @ 8:30a.m.-10:30a.m. AGENDA: Meeting materials can be accessed at the following link. https://vailgovrecords.com/WebLink/Browse.aspx?id=736148&dbid=0&repo=TownofVailLaserfic he Zoom Meeting: Roll Call CSE: Kim Newbury Rediker, Alison Wadey, Nick Conover, Douglas Smith, Samantha Biszantz, Marco Valenti, Jill Lau Staff: Mia Vlaar, Jeremy Gross, Abby Oliveira, Liz Gladitsch, Scott Robson Attendees: Nicole Marsh, Val Mello, Amanda Blevins, Alex Ballesteros, Austin Gavlak, Beth Pantzer, Carol Johnson, Denise Kipp, Diane Moudy, Karah Maloley, Kristen Slater, Nanette Kuich, Patty McKenny, Piet Geldhof., Bryce Bastolich, Scott Rednor 1. 8:30 a.m.: Staff Update (5 minutes) a. Budget Update 2. 8:35 a.m.: Event Recap (90 Minutes) Vail Snow Days (15 Minutes) -Nicole Marsh and Val Mello • VIP Area sold out. Positive guest experience and positive sponsor feedback. • 7500 foot/skier traffic at expo. 6500 total concert attendance. • New ROI/Attendance Expenditures data compared to previous years • Rediker: How many survey respondents? Marsh: Sent to all ticket buyers. Had a solid return quickly then it tapered. • Wadey: There were some issues with the way the survey was conducted. The data is missing analysis. Survey was conducted in- house. • Overall: Not satisfied with financial performance, Ratcliff added 2 shows in Denver which hurt tickets sales • Conover: Can you break down the guest sentiment between in town and out of town visitors? We can go back and look at the data. • Conover: Are the expo visitor numbers of raw counts of all traffic on the mountain? They are more than the concert attendance. Marsh, the number is all traffic at the lift. • Valenti: Snows Days is there to insulate from poor snow year. Additional marketing push help and learning for next year with this? Marketing push did help, mainly similar marketing segments that previously used. • Rediker: you are professionals that produce reliable events. But based on the ROI and what we spend on the events, is that where we want to spend our money? I appreciate you’re doing the events. You do a great job. The bigger question is how the town wants to proceed with funding. • Smith: Can we compare revenue of the town pre covid for event weekends. Marsh: Snow Days traditionally occurred the following weekend so data year over year would be different. • Motion to release final funding. 1. Valenti/Rediker 2nd 2. Biszantz and Smith opposed b. Powabunga (15 Minutes) - Alex Ballesteros, Austin Gavlak • Sold out in advance of the show. Guests attended from as far as Brazil and Sweden. Event had a strong social presence. • Venue didn’t support the attendance that was predetermined. Will reduce by 20% in the future. • 80% overnight visitors based on survey data. Attributing it to production level, talent and selling multiday pass rather than individual day passes. • Operations issues on Friday due to snow and road issues. Opened box office late. Approximately 150 fraudulent tickets sold. • Refunded 50% of ticket price to attendees who were not checked in by 8:00 pm Friday due to ticketing issues. • Wadey: Inquired if hired a company outside of the Survey Monkey used for the guests, they were not, and some data was hard to piece out. • Smith: Would like a much more detailed dive into this data to look at numbers. 319 people engaged (similar to 2019). • Gavlak: We can add more questions and send out the survey link again. • Gross: Thank you for offering to continue surveying but changing the survey after the first 350 responses will invalidate those and surveying guests over a month after the event is not as valuable. • Wadey: Management and ability to pivot with issues was a concern for this event, received large feedback about these issues. Cleanup and breakdown were delayed, which caused some issues with businesses in town and need to stick to deadlines in the future. • Rediker: Website did list you were screening for vaccination status, did not happen with her and no masking. Struggled with the setup of stage, did not work for event. Gavlak: When picked up tickets at box office tickets, they were screen for vaccination status. • Smith: confirm the profit for $386,096 Gavlak: As of today. Pending final invoices on a few items. • Lau: Rufus was great, execution was improved from Friday/Saturday and thanks to TOV staff to improve this. Good to hear reduction of volume of guests for future events. After Party: how did this go? 1. 1600 first day and 2000 2nd day: Separate security team running this, had issues getting into the venue, experience was what they wanted and proud of this. Send the photo link and videos for CSE to see this. • Biszantz: After Party really drew crowds which was great. Thank for ROI and positive return on TOV investment • Motion to release final funding. 1. Biszantz/Lau 2. Smith Opposed c. Shakedown Presents (15 Minutes) – Bryce Scott • Increased attendance from last year, and good advertising with front page in Vail Daily. • More engaged guests onsite with social and interest • Have capacity to livestream (potentially on DV.com), would like to incorporate this for future events. • Wadey: Challenge to change up location to evenly distribute among equal business to ensure the funds are used throughout all business. • Rediker: Recap shows loss and budget shows profit. New budget was submitted. Initial confusion on what was expenses for the town and profit for the producer, and what was expenses for the producer. • Motion to release final funding. 1. Conover/ Rediker/Unanimous d. Speak Up Reach Out Comic Cop (15 Minutes)- Carol Johnson • Initially holding event in April but postponed to December. • 150 locals in attendance, with a non-alcoholic bar with mocktails which was a popular feature. • Did conduct survey in-house and received 26 replies • Motion to release final funding. 1. Smith/Valenti /Unanimous e. Mountain Youth (15 Minutes) – Denise Kipp • Events for 2021 continually pivoted to in-person/virtual, did incur additional costs with this and went over budget • Piloted “Move, Chat, Parent” for a fitness fun for families based on needs • Wadey: Continue to push utilizing Town of Vail locations • Motion to release final funding. 1. Rediker/Valenti/Unanimous f. Winter Après Music (15 Minutes) – Diane Moudy • Slower start in November, solid momentum/drew crowds. Purchased tents in town, think performers in each village would be well received. • Seemed to really increase positivity/interaction in guests once they see the performers • Motion to release final funding. 1. Rediker/Lau /Unanimous 3. 10:05 a.m.: Town of Vail Event Funding Program Update – Scott Robson, Mia Vlaar (20 Minutes) a. Looking into a work session to promote a more robust conversation b. Components are being researched, compared to other comparable models and how to establish based on Town of Vail needs. c. Wadey: when looking to present to Town Council 4. 10:25 a.m.: Meeting Reports (10 Minutes) a. Motion to approve minutes from December meeting • Valenti/Lau /Unanimous b. Council Update c. VEAC Update d. VLMDAC Update e. Upcoming Events - See discovervail.com/events 5. Adjournment @ 10:42 a.m. a. Motion to adjourn Valenti/Conover/unanimous