HomeMy WebLinkAbout07. CSE Scorecard Updates Memo PPT to Council DRAFT
To: Vail Town Council
From: Commission on Special Events
Date: July 2, 2018
Subject: Commission on Special Events (CSE) Scorecard updates for
Cultural/Recreational/Community (CRC) and Education/Enrichment (EE)
categories
Action Requested: Informational only. No formal action required.
Background:
Over the last 5 years, the special events funding criteria scorecard has proven very
effective for the annual Commission on Special Events event funding process. It
provides guidelines for the CSE to evaluate events and programs on strategy and key
metrics. It also offers event producers direction on how to build a successful event while
supporting the Vail brand and exceeding expectations of both guests and citizens.
• Cultural, Recreational and Community Events are measured primarily by how
well they will drive destination overnight visitation.
• Education and Enrichment Programs are evaluated by how they contribute to
leadership skills, health & wellness, intellectual dialogue and education.
For the 2019 RFP cycle, the CSE determined that some additions and edits would
optimize the scoring standards. After the work session with the Town Council on April 3,
the CSE recognized the need for closer alignment to the Town Council mission and
vision to provide citizens and guests with “an abundance of recreational, cultural and
educational opportunities” and continue to drive increased economic impact and net
promoter score results.
2019 CSE Event Funding Scorecard Updates
Updated Scorecards
Town of Vail | CSE | 7/11/2018
Changes to Education & Enrichment Scorecard
Town of Vail | CSE | 7/11/2018
•Added Vail Town Council mission & vision to “Brand Fit” section
•Changed “Foster a health and well being reputation for Vail” to “Foster a
health and wellness reputation for Vail.
•Re-worked language for “Demographic Fit” section to include both visitors
and community.
•Removed “national/global” from the “Growth Potential” section
•Adjusted language in “Marketing Strength” section by adding “donor” in
addition to sponsorship
Changes to Cultural, Recreation & Community
Town of Vail | CSE | 7/11/2018
•Added Vail Town Council mission & vision to “Brand Fit” section
•Clarified the language under “Potential to Increase Room Nights and
Revenues” to specific targets.
•Removal of Group Business criteria, the CSE discussed the challenge
for event producers outside of sporting events to drive group business. In
addition the group business recruitment is run through the Vail Valley
Partnership.
•Re-worked language for “Demographic Fit” section to include both
visitors and community.
•Adjusted language in “Marketing Strength” section to clarify the
opportunity for media exposure and sponsorship support.