HomeMy WebLinkAboutCSE Strategic Plan 2013-2017 Approved 120420132013 - 2017 Strategic Plan
Commission on Special Events
Adopted on December 4, 2013
Photo by Jack Affleck
This plan may be accessed at www.vailgov.com
Process
2 Town of Vail | CSE | September 4, 2013
Strategic document was reviewed by the following entities:
•Town of Vail Event Review Committee (ERC) on September 26, 2013
•Vail Economic Advisory Council (VEAC) on September 10, 2013
•Vail Local Marketing District Advisory Council (VLMDAC) on October 17, 2013
•Vail Town Council on December 3, 2013
Process (continued)
Adopted by the CSE: December 4, 2013
3 Town of Vail | CSE | September 4, 2013
Commission on Special Events Members (CSE)
•Barry Davis, serving as temporary Vice-Chairman
•Bobby Bank
•Amy Cassidy
•Rayla Kundolf
•Additionally, the following former CSE members were instrumental in
the development of this plan:
•Jenn Bruno, Chairman (elected to Town Council 11/05/13)
•Sonny Kerstiens, Vice-Chairman (resigned due to employment
relocation: 10/21/13)
•Dave Chapin (elected to Town Council 11/05/13)
Economic Development Office
•Kelli McDonald, Economic Development Manager
•Sybill Navas, Special Events Coordinator
Background
Objectives
4 Town of Vail | CSE | September 4, 2013
In 2002, the Vail Town Council approved legislation that created the
Commission on Special Events (CSE) in its current form. This ordinance
reorganized the existing CSE and set several broad objectives:
1.Stimulating the local economy
•Increase lodging and sales tax collections
•Increase number of visitors
•Insure that visitors have a high rate of intent to return
2.Create a sense of community in Vail and increase the quality of experience
for both guests and residents
3.To establish a single point of contact for events administration
4.To provide street entertainment and special events that reflect the high
quality image of Vail and contribute to vitality, economic viability and fun
throughout the year
Background (continued)
5 Town of Vail | CSE | September 4, 2013
The CSE shall support the town council's goals and objectives and align its
mission with the town council's marketing direction. The functions and/or
duties of CSE shall include, but are not limited to: hiring and overseeing a
director and/or staff, as well as event producers and/or promoters; creating,
funding and seeking special events for the town of Vail; evaluating event
applications and event success; submitting an annual budget for operations and
events; coordinating the community calendar for special events; seeking out
additional funding for special events through sponsorships and donations;
evaluating and executing contracts for special events; and all other functions as
directed by the town council.
Qualifying cultural events shall be exempt from the purview and funding of the
CSE. However, coordination and timing of qualifying cultural events shall be
considered by the CSE and included in the CSE master calendar.
(Ord. 30(2004) § 7)
Functions of the CSE : Town of Vail (Ord. 30(2004) § 7)
Mission Statement
6 Town of Vail | CSE | September 4, 2013
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.
Purpose
7 Town of Vail | CSE | September 4, 2013
The purpose of the Commission on Special Events Strategic Plan is to establish
guidelines which will assist the CSE in developing and supporting a calendar of
events that accomplish the following objectives:
1.Align events with the Vail Brand
2.Drive Positive Economic Impact
- occupancy
- sales tax
- group business
3. Generate funding leverage
4. Attract destination guests ; in-state, out of state and international,
who book overnight rooms
5. Achieve an optimal event calendar
6. Achieve a superior community and guest experience
Revisit and revise as the community evolves and action steps are completed.
Categories of Special Events
8 Town of Vail | CSE | September 4, 2013
1.Take place over a period of several days, or several weeks
2.Attract destination visitors from outside the region, and continue to be a
strong stimulus for the lodging, restaurant and retail community
3.Nationally or internationally recognized competitions or cultural events that
are representative of the Vail brand as a world-class destination
4.Leverage community contributions with major sponsorships
5.Require a large number of volunteers and significant community support
Role of the CSE: Review, evaluate economic impacts and potential, facilitate and
recommend
Signature Events
Categories of Special Events
9 Town of Vail | CSE | September 4, 2013
1.Attract destination guests for the duration of the event
2.Provide benefit to the lodging and restaurant community
3.Turnkey: the Town’s role is that of a host site
4.Capitalize on infrastructure that might otherwise be under-utilized
Role of the CSE: Partner with the community, recruit, evaluate economic
impacts and potential, provide sponsorship and/or site fees where necessary,
facilitate, review
Participatory Events
Categories of Special Events
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1.Contribute to higher Net Promoter Score (NPS) by providing entertainment,
activities and street vitality for guests who are already here, or who might
come into town for an afternoon or an evening
2.Attract visitors from within the region or the Front Range
3.Help to keep people in town longer than they might otherwise stay
4.Contribute to Vail’s image as a place where there is always something fun to
do
Role of the CSE: Communicate and partner with the business community,
develop concepts, encourage sponsorship development, provide funding where
necessary, evaluate economic contributions, review
Ambient Events
Categories of Special Events
11 Town of Vail | CSE | September 4, 2013
1.Create a venue to celebrate major holidays and important community
events, and to preserve the heritage and traditions of our community
2.Provide for a better quality of life for residents: i.e. make people happy
3.Bring “neighbors” into town (Summit County, down-valley)
4.Do not have a strong ability to attract major sponsors and/or do not provide
opportunity for additional revenue sources to the event producer or
measurable economic contributions to the Town of Vail
Role of the CSE: Facilitate, work with community organizations, contract for
event production where necessary, evaluate and review
Community Events
Strategy Givens
12 Town of Vail | CSE | September 4, 2013
•Special events contribute to guest satisfaction, increased spending and sense
of community.
•Event funding decisions will be made in alignment with the strategies
supported by the Vail Local Marketing District (VLMD).
•Cooperation and communication with other community organizations are
essential to the success of the CSE’s program.
•Events that receive funding from the CSE must be compatible with the Vail
Brand and be of a quality commensurate with Vail’s image as a world-class
resort.
•The use of measurable criteria in event selection, funding and evaluation is
critical to ensuring progress.
•A single point of contact is required to support special event producers.
Strategy Givens (continued)
13 Town of Vail | CSE | September 4, 2013
The CSE is part of the Town of Vail’s Economic Development Office and relies on
the Town Council to provide:
•Policy Direction
•Consistent Special Events Funding
•Proactive Development of Appropriate Special Event Venues
•Town of Vail Staff support for Special Events as required
Every significant event destination allocates resources to the administration,
ongoing support and recruiting of special events. Research has proven that
Special Events generate additional sales tax revenues in the Town of Vail.
Strategic Fundamentals
14 Town of Vail | CSE | September 4, 2013
The CSE will encourage and recruit independent event
organizers to produce events in Vail by acting in a
supporting role to provide seed funding for the
development of new events, as well as funding
consideration for existing events that continue to
contribute to the economic vitality of the community.
Score Card
Event funding applications will be evaluated using following weighted criteria:
15 Town of Vail | CSE | September 4, 2013
Criteria Rating
Potential To :
•Increase Room Nights
•Out of Region, Destination Guests 0-10
•Regional and Front Range Guests 0-10
•Increase Sales Tax Revenue 0-10
•Drive Group Business 0-5
Brand Fit: Supports the key brand message of world-class outdoor recreation,
culture and well-being & brings it to life experientially 0-10
Timing: Contribution to an optimal calendar of events – maximize high traffic
periods & optimize off peak opportunities vs. occupancy opportunities and
TOV available assets, both human and capital 0-5
(Continued)
Score Card (continued)
Evaluated based on the following weighted criteria:
16 Town of Vail | CSE | September 4, 2013
Criteria Rating
Demo Fit: Optimize visitor mix 0-10
Growth:
•Continuously deliver fresh content 0-10
•Leveraged media exposure and sponsorship support 0-10
Producer Qualifications: Expertise, local knowledge and resources to
sustain the event in a manner compatible with the Vail brand 0-10
Marketing Strength 0-10
Maximum total score: 100
Event Review and Accountability
17 Town of Vail | CSE | September 4, 2013
It continues to be the job of the CSE to eliminate events not performing as
expected while continuing to develop and assist performing events and seek
out new events that support the Vail brand.
Work cooperatively with event producers to ensure that there will be adequate
funding and resources to sustain those events that support the CSE’s criteria
into the future and continue to bring the brand to life in exciting and
unexpected ways.
In keeping with the public trust and economic realities, every event investment
will be held to a high level of accountability. A post- event recap will be
expected from each event receiving public funding and will be publicly reviewed
by the CSE.
Measuring Progress
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•Did each event investment increase Vail’s economic performance?
•Are event investments being fully leveraged to increase both revenue and
marketing reach?
•Are we consistently achieving more impact with public resources?
•Do these events contribute to a strong sense of community and better
quality of life?
The CSE will…
19 Town of Vail | CSE | September 4, 2013
Provide a balanced, year round calendar of events appealing to residents and
guests of diverse interests by:
•Attracting and developing events that enhance and contribute to Vail’s
world-class reputation
•Dedicating resources to recruit and develop new events
•Attracting and supporting participant events
•Actively encouraging activation of events to create an expanded presence
throughout the community and stimulate the participation of the
merchants, restaurants and bars, and lodges
•Encouraging producers to provide free entertainment as part of their events
•Developing community events that will enhance the experience of Vail’s
guests and residents, as well as become effective marketing tools
The CSE will… (continued)
Community Benefits
20 Town of Vail | CSE | September 4, 2013
Ensure that the community benefits are commensurate with the investment of
public funds by:
•Following objective event selection, funding and evaluation criteria
•Developing critical success measurements. In coordination with VLMD and
appropriate research vendors, tools will be developed to measure:
Increased sales and lodging tax collections
Improved occupancy rates
Impact from direct event spending
Quantifiable marketing benefits
Net Promoter Score (NPS)
•Contributions to sense of community:
Does the event improve the quality of experience for guests and
residents?
Does it pull down-valley residents into Vail?
Does it make people happy?
The CSE will… (continued)
Communication, Cooperation and Coordination
21 Town of Vail | CSE | September 4, 2013
•Provide complete and accurate information with regard to the calendar of special
events
•Communicate with the local business community, the Vail Chamber and Business
Association (VCBA), the Lionshead Merchant Association, the Vail Restaurant
Group, the Vail Valley Partnership (VVP) and the Vail Recreation District (VRD) to
ensure that the events funded by the CSE have a positive impact on the local
economy
•Maintain biannual meetings with the VLMDAC, ERC and the VEAC and continue to
work cooperatively to align special events and marketing programs.
•Ensure that event investments are closely coordinated with the economic needs of
the community as recommended by the VEAC and with the broader marketing
objectives identified by the VLMD
•Maintain coordination and communication between the ERC, VRD, Vail Resorts
and CSE
•Encourage a culture within the TOV that welcomes special events and provides a
“can do” attitude of cooperation between TOV Departments,
Event Promoters and local businesses
The CSE will… (continued)
Alignment with Town Council Mission and Goals
22 Town of Vail | CSE | September 4, 2013
•Green Events: Encourage environmentally sustainable event practices
•Advocate for the development and improvement of venues and
facilities for Special Events within the TOV.
•Maintain the status of Vail as the model among mountain resort
communities with respect to the development and implementation of a
special events strategy delivering significant economic benefits.
•Continue to prove to the Town Council that Special Events are a revenue
provider for the Town, not an expense, while simultaneously making Vail a
more vibrant place to live work and play by delivering exceptional
experiences and an abundance of recreational, cultural and educational
opportunities to our guests and residents.
Commission on Special Events
23 Town of Vail | CSE | September 4, 2013