Loading...
HomeMy WebLinkAbout04. Memo_Econ_Dev_Civic_Area_Plan_Feedback_07022019 To: Vail Town Council From: Mia Vlaar, Economic Development Director Date: July 2, 2019 Subject: Vail Civic Area Plan: Economic Development Insights I. SUMMARY Civic Area Plan Feedback from Economic Development groups is summarized for Town Council consideration. II. PURPOSE To provide Council with consolidated feedback regarding economic development opportunities presented by the Civic Area Plan III. BACKGROUND As part of the public engagement process for Vail’s Civic Area Plan, a joint meeting of the Vail Economic Advisory Council, Commission on Special Events and Vail Local Marketing District Advisory Council was held on June 11 at Donovan Pavilion. The purpose of the joint meeting was to make recommendations regarding economic priorities for the Plan. The group was split into tables of 8-10 and each group shared their recommendations. This document outlines the high level “take aways” from that meeting. Conversation was driven by the Town Council Action Plan, including priorities for the Economy pillar. Questions were formulated around the stated goals from the Town’s economic development strategic plan: The group was focused on NEEDS for Vail rather than locations or user groups. Desired outcomes were generating additional overnight stays during low demand periods, providing for Town of Vail Page 2 future economic growth and opportunity, complementing existing Town assets, and addressing community needs. The recommendations that follow are not presented in order of importance. Vail’s Civic Area Plan Priorities: Go big or go home The reimagined Civic Area should be transformative for Vail. We have few opportunities like this and we need to think big and create something exceptional. Create a single, flexible, scalable and adaptable, multi purpose, fully integrated state-of-the-art indoor event facility to complement existing Vail assets and businesses to grow revenue, especially during low demand periods. Key features called out by the group include: • 30,000 square feet of flexible, integrated, multi-use event space to accommodate up to 1,500 -2,000 guests at one time (21,000 square foot ballroom)* • Include turnkey facilities and adequate space for food and beverage service, concessions, turnkey back of house production (lighting sound, internet) and box office, pre function space, break out rooms. • Financially sustainable model for build and maintenance over the long term. Facility should be run by a professional enterprise in partnership with the town. • Facility should be scalable to accommodate a variety of group sizes, functions and needs. • Public private partnerships should be embraced to achieve the best and highest use. • Facility should include a connection to the outdoors, windows, access to open air spaces, green and informal gathering spaces adjacent to event space. • Facility should be technologically progressive, ‘state of the art’ and built for future, not current, needs. Design should be efficient to accommodate high end/elegant or casual/every day depending on event. • In addition to providing economic growth, facility should benefit community – we need economic growth but also more full time residents (and housing). • Facility should complement, not disrupt, current uses including recreation especially ice. • Central location between Vail Village and Lionshead (current Dobson or Charter Bus lot sites). • Ideally facility* should accommodate most if not all of the following uses: o Meetings: Conferences and group sales (2000 people) o Culture: Concerts and Performing Arts (5,000 people) o Sports tournaments: including hockey o Recreation: flexibility allows for additional rec opportunities o Needs of non-profits, event producers, *Size and space assumptions should be validated with economic impact study Town of Vail Page 3 Other Considerations • Municipal site- possible housing? • Parking – more not less • Combine existing uses - Look at area and needs as a whole, don’t silo functions into locations. • Valley-wide master transportation plan is needed to support Civic Area Plan • Vail Resorts: Lift operation, Merchants: business operation during low demand periods. We will need consistent and longer activation throughout the villages to make this work. • Don’t be duplicative (Vilar Center) • Consider consolidating recreation at Ford Park • Consider Avanti, A Collective Eatery, Family Friendly Food Halls of Denver model? • Consider Parker Arts Center , Jackson Hole Center for the Arts, Stanley Marketplace What does success look like? • We’ve created a unique and vibrant year round asset for Vali that in future we cannot imagine doing without. • Facility (in long term) will break even on annual operating basis while creating significant upside for Vail in sales tax and revenues to local business. • Facility provides multiple benefits to all key Vail stakeholders and constituents; both destination and day guests, local businesses, non-profits, should be multi generational in scope, should benefit the entire community. • Facility should eventually be world renowned for its design, functionality and economic impact. • Facility draws destination guests who stay longer and spend more. • “We killed it” – we do such a tremendous job that everyone agrees it’s been a great addition to Vail. • Vibrant, community embracing, revenue generating, beloved asset. V. STAFF RECOMMENDATION The information contained in this memorandum and in the attachments has been incorporated into the presentation to Town Council for July 16, 2019. Staff requests that Council consider the thoughtful input from the business community and appointed boards and commissions and address the relative importance of economic and community goals in its decisions regarding the Plan. Attachment(s): 1. VLMDAC Statement regarding Civic Area Plan from meeting on June 20, 2019 2. Hotel/Lodging General Managers and Directors of Sales and Marketing feedback regarding Civic Area Plan, from meeting on June 13, 2019 Town of Vail Page 4 To: Vail Town Council From: Mia Vlaar, Economic Development Director Date: July 2, 2019 Subject: Vail Civic Area Plan: Vail Local Marketing District Advisory Council Statement The VLMDAC’s purpose is to market Vail as a tourist destination to maintain and generate business for the benefit and sustainability of the community. The Lodging Tax provides funds exclusively for marketing efforts; results are measured by year over year Sales and Lodging Tax revenue May-October. As part of Economic Development for the TOV, the VLMDAC has identified (supported by focus groups and research) certain facilities needed to provide spaces for current and future guests and to supplement opportunities for our lodges to attract and secure more large volume groups. We strongly recommend that the first priority for the Civic Area Plan be a multi purpose events center. It should include but not be limited to one 21,000 square foot room appropriate for entertainment, meetings and social events, with adjacent pre-function spaces, back of house production facilities, outdoor venues, kitchen facilities and small (20-60 person) meeting rooms that supplement larger programs. Without a multi use facility such as this, Vail and local lodges are losing large scale groups and events to other resorts with more user friendly, flexible facilities. The multi purpose facility should be designed for future adaptations, LEED approved, state of the art technologies and comfort. Below is a photo from Sunday, June 23, 2019 when Bravo had to erect a tent on the stage at the Ford Amphitheater to keep the instruments and musicians safe and dry in mid-forty temperatures and rainy weather. Town of Vail Page 5 To: Vail Town Council From: Mia Vlaar, Economic Development Director Date: July 2, 2019 Subject: Vail Civic Area Plan: Feedback from Vail Hotel/Lodging General Managers and Directors of Sales and Marketing On June 13, 2019 the economic development and community development department invited general managers and directors of sales and marketing to gather at the Four Seasons to discuss the opportunities presented by the Civic Area Plan. What follows is consolidated feedback gathered at that meeting. Create a single, flexible, scalable and adaptable, multi purpose, fully integrated state-of-the-art indoor event facility to complement existing Vail assets and businesses to grow revenue, especially during low demand periods. • 12 months of available use for multiple purpose events, activation of low demand (90+ days from mid April to end of June, September 15 – November 15, mid week focus). • Set village wide target for groups of 500+ for low demand periods and engage dedicated sales force for this purpose. (Corporate peak travel matches our spring/fall low demand periods) • Centralized location between Vail Village and Lionshead is ideal (Dobson/Charter Bus Lot) • Meeting/conference space should be able to be shared equitably and should benefit all properties in town • Meeting/conference space should be professionally managed • Existing bed base is adequate - no demonstrated need for conference hotel – what is economic data that validates need for 225 – 300 rooms hotel? • Space should feature ballroom space ‘trophy space’ with high end finishes – could be used as exhibit hall or art gallery • Ballroom space should accommodate 1,500 + people • Easy access, set up and tear down • If Dobson then rename from Ice Arena to something more reflective of facility use • Group sale focus. , low demand period (off season) focus – facility should accommodate group business in spring and fall. • Group business has ‘trickle down’ future benefit – conference attendees consider future visits once they’ve been to Vail • Municipal site should be considered for housing • Interested in learning more about funding mechanism options – generally open to lodging tax • Parking for new facility should be adequate for current and future needs. Success for the general managers/sales and marketing group is 30% growth in revenue during the 90 day (total) low demand period.