HomeMy WebLinkAbout03. VEAC_Minutes_11-14-17___FINALVEAC Minutes November 14, 2017
Vail Economic Advisory Council (VEAC)
November 14, 2017
MEETING MINUTES
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Packet Materials Link: http://bit.ly/2hmF355
VEAC Members Present:
Rayla Kundolf, Chris Romer, Mark Gordon, Alison Wadey, Kim Newbury-Rediker, Sara
Franke, Matt Ivy, Greg Moffet, Laurie Mullen, Michael Imhof, Bob Boselli, Brian Nolan
Town of Vail Staff Present:
Laura Waniuk - Event Liaison Specialist, Kathleen Halloran – Finance Director, Greg Clifton –
Town Manager, Ernest Saeger – Special Events Coordinator
Others Present:
Clare Hefferen – Callosum Creative, Jason Polland - Doubletree
Town of Vail Financials, Kathleen Halloran (10 minutes)
Revenue Highlights
Upon receipt of all sales tax returns, September collections are estimated to be up 2.7% from
last year. Year to date collections of $19.9M are down 0.4% from the prior year. RETT
collections through October total $5.2M, up 19% from this time last year.
Summary
Across all funds, year-to-date total revenue of $48.2 million is up 2.6% from the amended budget
and down 1.2% from prior year. Variances from prior year are the result of decreases in sales tax
and construction fees.
Vail Resorts Winter Preview, VR Marketing Team (40 minutes)
Please see presentation
• New 6 Pack Chair, 10th chair in 11 years, 25% increase in uphill capacity
• Vail Grooming Initiative – will be grooming the back bowls about 30% more
• Signature Groomed Runs – on a schedule, consistent on iconic traditions, there will be
more of a discussion on grooming strategy. There will be a larger conversation around
the opportunity that Vail provides to destination guests.
• Vail Mountain Safety – Vail has been awarded best overall safety of a national ski
resort based on specific safety criteria.
• Zero Footprint (Epic Promise brand) – The three pillars of the initiatives include Zero
Net Emissions, Zero Waste to Landfill and Zero Net Operating Impact to Forest and
Habitat. This is a company-wide initiative. Moffet asked if the Net Operating Impact
would extend to off mountain property as well, Metz said he would follow up.
• The Legacy of Vail – Educated staff on vision of Vail, how the resort was created by
pioneers and how they are new pioneers for the current resort.
VEAC Minutes November 14, 2017
• Net Promoter Score – Vail Mountain has a goal of increasing their NPS. They are
currently at 67 and have a goal to achieve a 77 by the end of the season in 2020.
• Epic Day Tickets - Additional guest messaging based on tiered pricing based on timing
and advance purchase. The Epic Pass pricing is still a much better value than Epic
Day Tickets. Guest behavior with re-loading of Epic Tickets is shifting to purchasing
online.
• White Label Lodging Pages – Vail Mountain built the pages for the lodges to direct
their guests to a specific page for non-Vail Resorts hotels. The pages are
customizable and focus on their hotel brand.
CSE 2018 Funding Allocations, CSE Members (20 minutes)
Please see presentation and memo for detailed information.
• Based on independent third-party survey data, the 2017 to date total direct economic
impact is $14,813,923 million on an investment of $515,000 for the Community,
Recreation and Cultural category. (17 events surveyed thus far)
o That’s an average of $28.74 payback ratio per funding dollar.
Gordon covered the newly funded events and reasons for funding.
• Vail Lacrosse
• Vail Mountaineers Hockey
• Steadman
• Legacy Fighting Alliance
• TEDx Vail
Nolan mentioned that the early dates for May for the Legacy Fighting Alliance may be a
challenge for some of the businesses in town as they are closed for off season. Waniuk said
she would check into dates with the event producers.
Moffet mentioned that with regard to TEDxVail, there is some opportunity for increased
occupancy based on the timing. Hefferen said that previous TEDx events have been very
successful, at 90% capacity.
Gordon said that the criteria and event categories will continue to evolve based on town
council strategy and economic conditions.
Nolan said that he thinks the CSE has done a great job, and that other communities are
taking note of the progress and process of the CSE.
Imhof said that they use a different 3rd party survey company and it saves some of the CSE
budget.
Gordon spoke about the council call-ups on Vail Centre and Betty Ford Alpine Gardens and
the process behind those funding decisions. Clifton said that the council just wanted further
background and detail on the two events, that doesn’t mean the funding will change.
VEAC Minutes November 14, 2017
Town Manager’s Report, Greg Clifton (15 minutes)
Clifton said that the boards and commissions are a great help to the council and integrates
citizens into the decisions of local government. Clifton has now been employed at the town
for 60 days. Clifton provided insight into his initial impressions, his experience has been
overwhelmingly positive. The quality of the staff is reflective of the community standards.
Clifton said the 2018 budget process was successful. The new parking rates have also been
approved and communicated.
Clifton said that he is familiar with TEDx in Telluride and they are in their 4th or 5th year and
it’s a great series of speakers focusing on art, music, technology. It’s a global program and
the content is on the cutting edge.
Short Term Rentals (STR) has been in discussion for quite a lengthy time now. The council
has taken a slow, methodical approach to looking at this new topic. STR is a very quickly,
evolving industry and many locations have been trying to adjust. It is heading to council to
have a first reading of an ordinance.
Citizen Input (5 minutes)
N/A
Other Business (5 minutes)
Boselli asked about the Retail Report and the view that December is significantly lower than
2016. Metz replied that it could be related to snow conditions. An alternate reason could be
ADR and there may need to be a discussion prior to next year’s ski season.
Doubletree is planning to open on 12/21.
Adjournment
Next Meeting:
Tuesday, December 19, 2017 Council Chambers, Time TBD
Joint Meeting with Town Council