HomeMy WebLinkAbout10. Laura VEAC PPT_02_14_2017 FINALSpecial Events Overview
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Alison Wadey
Kim Newbury-Rediker
Rayla Kundolf
Members
Commission on Special Events Board
Laura Waniuk
Event Liaison Specialist
Office of Economic Development
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Commission on Special Events Formation & Function
• Formed in 2002
• 7 member citizen board appointed by Vail
Town Council
• 2 Year Terms
• Tasked with delivering year-round diverse
events calendar compatible with “Vail Brand”
• No events are produced by Town of Vail –
event producers utilized
• Events are funded by business license fees
and general fund dollars
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Special Events Mission
The Vail Commission on Special Events (CSE) is accountable to deliver an annual
Special Events Plan which ensures world class events that are fully aligned with
Vail’s brand. The CSE will effectively and efficiently allocate available budget
behind this objective.
The Events Plan will deliver measureable results in terms of specific goals:
economic impact, optimization of the event calendar, positive community
experience and integration, as well as positive guest-centric results that lead to
future loyalty.
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Vail America Days
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Special Events Objectives & Funding Criteria
Develop and deliver a calendar of events that accomplish the following:
1.Align events with the Vail Brand: Like Nothing on Earth
2.Drive Positive Economic Impact
occupancy - sales tax - group business
3. Generate funding leverage
4. Attract destination guests; from out of state, international and in-state who
book overnight rooms
5. Oversee an optimal event calendar
6. Achieve a superior community and guest experience: Net Promoter Score
7. Leverage media exposure and sponsorship
8. Utilize qualified event producers
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Special Events Staffing & Support
Town of Vail Office of Economic Development
• Economic Development Manager – FTE
• Special Events Coordinator – FTE
• Events Liaison Specialist – FTE
Implementation & Permitting
• Agreements written to distribute funds in payments triggered by specific
actions
• Provide marketing guidance and approval process
• Encourage “activation” in community
• Weekly event review by Event Review Committee (ERC) includes reps from
police, fire, public works, sales tax, environmental health, transit and town
manager’s office
Follow up
• Debrief at ERC after major events to discuss & evaluate operational elements
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GoPro Mountain Games
2016 CSE Successes
• Based on independent third-party survey data, the 2016 total direct economic impact
is $53.2 million on an investment of $1.96 million for all event categories, Education &
Enrichment, Community, Recreation & Cultural and Council funded.
• Collaborated with VLMDAC to clearly identify lodging occupancy need times and
recommended event types for 2017 planning.
• Added question to RFP about environmentally sustainable event practices.
• Received 14 new event applications, 12 in the Community, Recreation and Cultural
category and 2 in the Education and Enrichment category.
• Worked with staff and finance to identify in-kind request values for overall calculation
during event funding decisions.
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Town of Vail | VEAC | 2/14/17
2017 CSE & Event Strategies
• Growth of successful existing events.
• Optimize event calendar management aligned with
opportunity and resource balance.
• Continue commitment to fund independent, 3rd party
surveys for designated events. 2017 will be the 3rd
year for collecting event survey data.
• Implement online RFP process for 2018, saving
significant paper and time.
• Evolution of online permit tool for greater efficiency
and streamlined communication for internal teams
and event producers.
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Vail Kids Adventure Games
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2017 Events Budget
Type # of
Events
Amount
Council Funded 6 $815K
CSE – Community, Recreational & Cultural 31 $837.3K
CSE- Education & Enrichment 8 $151.5K
CSE – Fireworks (America Days & Holidaze) 2 $52K
CSE – Admin (Surveys+) 25 $56.4K
Total: $1.91 Million
2017 Newly Funded Events
Community, Recreation & Cultural Events
1.Vail Yeti Hockey - January-December @ Dobson Arena: The Vail Yeti are a semi-
pro hockey club competing in the Mountain West Hockey League. The popular
entertainment of the Yeti games draws families, locals and tourists. The Yeti host
visiting teams from the Front Range, Mountain Region and also Arizona,
Philadelphia, Idaho and Chicago.
2.Melee in the Mountains Roller Derby Tournament – April 29 @ Dobson Arena:
The 10th Mountain Roller Dolls, as Women's Flat Track Derby Association
members, promote and foster the sport of women's flat track roller derby by
facilitating the development of athletic ability, sportswomanship and goodwill
among member leagues.
3.Vail Craft Beer Classic – June 16-18 in Vail Village: High end beer tasting
including several smaller events. Bringing in beer experts from all over Colorado
and beyond for 3 days of exceptional events.
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2017 Newly Funded Events (continued)
5.Prep Baseball Reports West Championships – July 20-23 @ Ford Park: Baseball
tournament hosting 35+ teams, marketed internationally in Asia.
6.Taste of Vail South American Fall Wine Tasting – September 21-24 in Vail Village: Festival
with focus on South American wines with seminars, outdoor tastings, wine pop-ups in
restaurants, artistic programs and music.
7.Slow Fashion Vail – September 23-24 in Vail Village/Gore Creek Drive: Showcase Vail’s
commitment to sustainable fashion, featuring workshops focused on eco-conscious lifestyle,
fashion, self-care and fashion show as well as co-promotional efforts with local retailers
Education & Enrichment Events/Programs
•Community Art Events for the Town of Vail – January 1-December 31 @ various locations:
Events will engage the Town of Vail guests and residents by providing an educational, hands
on, visual arts experiences
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Bravo! Vail
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2017 Returning Signature Events
• Burton US Open Snowboarding
Championships
• GoPro Mountain Games
• Bravo! Vail
• Vail Dance Festival
• Vail Jazz Festival
• Vail Farmers’ Market & Art Show
In addition, many favorite sports
tournaments, festivals, culinary and music
events are returning for another season.
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Event Surveys
2016 Work Program
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• Measure visitor profile, attendance & economic impact at 34 TOV-funded events
• Summarize event results in “dashboard” format
• Key research tools:
Attendee surveys (intercept and/or post-trip):
Standardized metrics: visitor type, attendee origin, lodging type and
location, likelihood to recommend event, household income, etc.
Attendee counts (ticketed counts and/or manual “live” counts):
Standardized estimates of “attendee-days”
Economic impact:
Incremental spending in TOV
Incremental sales and lodging tax in TOV
ROI (impacts vs. funding): Economic Impact &
Tax Payback Ratios
Visitor Profile, Attendance and Economic Impact of 2016
Special Events
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Intercept Survey Example
ECONOMIC IMPACT: Definition
ECONOMIC IMPACT, i.e. Incremental spending in TOV. Formula:
Event attendance
x Per capita daily spending of event attendees in TOV
x Ratio of days in Vail to days attended event(1, except for overnight visitors staying in TOV)
x Importance of event in driving decision to visit TOV (0-100%)
= Total economic impact in TOV
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Visitor Profile, Attendance and Economic Impact of 2016
Special Events
20
Dashboard
Example
Net Promoter Score
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Summary of 2016 Special Events Results
Economic Impact
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Summary of 2016 Special Events Results
*Note: Jazz economic impact is for the Jazz Party only
(other Jazz events excluded). Holidaze impact is for Dec. 18 only.
Economic Impact Payback Ratio (economic impact / TOV funding received)
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Summary of 2016 Special Events Results
*Note: Jazz payback ratio is artificially small, since it compares the economic impact
for the Jazz Party only, to the funding received for all Jazz events.
*Holidaze ratio is also artificially small, since it is based on economic impacts for Dec 18 only.
Summary of 2016 Economic Impact & Payback Ratios
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Summary of 2016 Special Events Results
Aggregate results for 33 events tracked in 2016*
o $53.2 million direct economic impact
o $30 economic impact payback ratio
(i.e. $30 in incremental economic impact per dollar of TOV event funding)
o $1.08 tax payback ratio
(i.e. $1.08 in incremental TOV & VLMD sales taxes per dollar of TOV event funding)
• *Note: Several events that took place in Vail were not included in this study and are excluded from
the 2016 economic impact total, e.g. Vail America Days, Vail Restaurant Week, & Top Shelf Harvest.
• *Note: The economic impact associated with Vail Jazz is limited to the Vail Jazz Party (other Jazz
events excluded). The impact for Holidaze is for Dec. 18 only.
Other Benefits of Special Events
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• While our estimates help estimate direct visitor economic impact of events, there are
many other benefits of special events that make them valuable to Vail:
• Economic impacts associated with event production
• Secondary or “multiplier” economic impacts
• Enhanced guest satisfaction (positive word of mouth, town reputation, repeat visitation)
• Marketing exposure
• Media / PR exposure
• Reinforce and shape town brand
• Maintain/increase competitiveness of Vail as compared to other mountain
resorts and destinations
• Community quality of life benefits
Visitor Profile, Attendance and Economic Impact of 2016
Special Events
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2017 Event Surveys
Total Surveys: 25
Intercept: 9
Post-trip/Web Surveys: 16
Town of Vail | VEAC | 2/14/17
QUESTIONS
THANK YOU