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Steward Vail - Vail Town Council Update 09062022September 6, 2022Steward Vail Town Council Update DESTINATION STEWARDSHIP An approach that balances community priorities and the environment, while supporting a thriving visitor economy The Purpose •Managing the growth of Vail’s tourism economy •Protecting your way of life and the natural environment that you love •Maintaining a world-class experience for your visitors --and for you Secure Town Council approval by Dec. 31 Completed Two Rounds of Public Engagement Sessions Visitor & Resident Studies 1:1 Interviews & 12 Focus Groups Travel Foundation Sustainability Analysis Visioning Session Situation Analysis What’s Next •Aug-Sept: Draft Steward Vail Plan •Oct-Nov: Validation •Oct 4: Project Team Review •Oct.10:Planning & Environment Commission Review •Oct 19 & 20: Final public engagement sessions •Nov 14: Planning & Environment Commission Review •Dec. 6 & 20: Town Council consideration Situation Analysis Insights The undisputed top concern in the Vail Valley is resident housing. For Vail to achieve alignment among its stakeholders, it will be critically important to address a housing crisis that threatens to strangle the health of its tourism economy. Since Vail's inception, residents have worked long, hard hours to make it, but never has the chance to have a home been so out of reach for so many. Residents of Vail and Down Valley share highly similar concerns. Despite very different demographics, Housing ranked as the far-and-away top concern. Both rated Parking Pressures as the second-most concerning issue, followed by Crowding and Damage to Trails. Their fifth-ranked concern -- "Loss of a Sense of Community" –was at nearly the same level of intensity. This commonality of interests points to the potential for regional collaboration to address concerns that are at the top of the list for everyone in Eagle County. Down Valley residents' view of parking pressures may be different from Vail residents.' Many Vail residents are critical of relaxing limit on Frontage Road parking, while Down Valley residents' concerns focus more on access to parking. These attitudes point to a need to re-envision Vail's parking strategy. Key questions to address: Whether parking policy can be shaped to manage Vail’s capacity for visitors and whether a reservation system is viable. Not only long-time Vail residents yearn for the days when Vail was more fun and everyone was in it together. A persistent theme was a longing for a Vail where people feel more connected --both to the community and with each other. All recognize how challenging this is for a town built as a resort. New community-focused facilities are seen as possibilities for bringing people together. Others believe community can happen in simple ways -- through neighborhood potlucks or by reviving some of the wacky traditions of early Vail. Opportunity abounds for young entrepreneurs in Vail, but it's hard for a new business owner to get a foothold. Younger locals say business opportunities are ‘unlimited,’ but the cost of rent plus TOV approval processes are barriers to success. Making things easier for fledgling entrepreneurs could help build the town's next generation of leaders, introduce more diversity into food and retail offerings, send more tourist dollars to local pockets, and give locals more places to enjoy. By promoting Vail as a charming, upscale destination that also is welcoming, inclusive and focused on sustainability, Vail could improve its competitive standing, carve out a unique position for travelers, and satisfy locals. The SMARInsights study showed that Vail could create a differentiating strategy to drive future visitation --and attract more sustainable travelers --by focusing its messaging on several current strengths. These include high-quality attractions, appealing events, a unique vacation experience travelers can't get anywhere else, and Vail’s good job of protecting its natural resources. This approach could be shared in a way that doesn't detract from Vail's image as an upscale/exclusive destination. Although Vail is recognized among the world’s most sustainable destinations, consumers aren’t aware. The SMARInsights study found consumers ranking Vail's care for its natural resources well below many other destinations, including Lake Tahoe, Jackson Hole, Whistler, and Park City. Vail has a chance to be more public about its considerable accomplishments to build a stronger reputation among visitors who make traveling sustainably a priority. Vail and Down Valley residents strongly agree: Vail should provide a high level of customer service. Many believe Vail's commitment to delivering a world- class experience begins with customer experience. Many express concern that workforce shortages threaten to erode Vail's image for first-class service. Vail's most recent winter trip survey found 16 percent of visitors believed service levels had declined, with 5 percent calling it "much worse." Vail bears an outsized risk from climate impacts and other stressors on its natural environment. Vail's appeal is founded on its extraordinary natural resources, especially its premier ski mountain. Climate change, overuse of trails, threats to water quality, and stress on wildlife habitat all threaten the Vail experience. Five Pillars & Supporting Objectives 1)Do Better Together Embrace local and regional collaboration and partnerships 2) Enhance World-Class Experiences Enhance the Vail experience for all while managing use of key assets 3) Reinvigorate Vail’s Spirit Restore and rebuild a sense of community 4) Steward Vail as a Global Model Position Vail locally and internationally as a leading environmental steward 5) Embrace Values-Based Marketing Realign Vail marketing to reflect shared community values 1) Do Better Together Embrace local and regional collaboration and both public and private partnerships a.Take action on housing development both in Vail and Down Valley b.Foster countywide collaboration for workforce development and entrepreneurship c.Align Vail housing and transit with countywide strategies d.Support a countywide childcare strategy to support Vail workers e.Develop and take action on regional environmental strategies and climate solutions f.Identify and act on a shared agenda with Vail Resorts/ business community 2) Enhance World-Class Experiences Elevate the Vail experience for all while managing use of key assets a.Foster collaboration around agreed usage •Develop and manage trails for optimal outcomes •Manage parking policies to address shared goals •Consider revisiting ‘Program to Manage Peak Periods’ between Town of Vail, Vail Associates, Inc. and US Forest Service b.Embrace strategies to increase equitable access c.Re-define Vail’s “World-Class Experience” to further differentiate Vail d.Map strategies for moderating peaks in visitation e.Build the arts and creative economy 3) Reinvigorate Vail’s Spirit Restore and rebuild a sense of community a.Create new ways for Vail residents, workers and visitors to gather •Explore creating a new community center or cultural center b.Mitigate barriers to entry for new locally and regionally owned businesses c.Enhance Vail’s sense of place by engaging the community in re-examining policies for Vail’s cultural heritage, architecture and green space 4) Steward Vail as a Global Model Position Vail locally and internationally as a leading environmental steward a.Protect and ‘Restore the Gore’ b.Protect and restore Vail's habitats and biodiversity c.Make Climate Action central to Vail’s tourism economy d.Demonstrate leadership in Destination Stewardship --Model thought leadership for mountain resort towns globally a.Focus on projects that mitigate highest impacts 5) Embrace Values-Based Marketing Realign Vail marketing to reflect shared community values a.Differentiate Vail as a welcoming, charming destination focused on sustainability •Leverage Vail’s unique attributes to capture growing sustainable traveler segment b.Connect everyone with Vail's outdoor ethics c.Increase Vail’s appeal for diverse traveler segments d.Leverage innovative local residents as the face of Vail Thank you Questions?