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HomeMy WebLinkAboutagenda.council.worksession.20101026 City Council Work Session — October 26, 2010 4pm Special Meeting Given Institute - Ord #48 negotiations 4:30 Budget Wrap Up - Stimulus report Housing Development SPECIAL MEETING CALLED FOR EXECUTIVE SESSION Date October 26, 2010 Call to order at: 1 Cc I. Councilmembers present: Councilmembers not present: D Mick Ireland n Mick Ireland teve Skadron n Steve Skadron D wayne Romero ❑ Dwayne Romero .= Torre ❑ Torre • erek Johnson ❑ Derek Johnson II. Motion to go into executive session by 4 Me-- ; seconded by _ Other persons present: AGAINST: FOR: [T Mick Ireland ❑ Mick Ireland n Steve Skadron ❑ Steve Skadron ® Dwayne Romero ❑ Dwayne Romero Torre ❑ Torre Derek Johnson ❑ Derek Johnson III. MOTION TO CONVENE EXECUTIVE SESSION FOR THE PURPOSE OF DISCUSSION OF: C.R.S. 24-6-402(4) / _ 0 he purchase, acquisition, lease, transfer, or sale of any real, personal, or other property interest etb )Conferences with an attorney for the local public body for the purposes of receiving legal advice on specific legal que`sions. (c) Matters required to be kept confidential by federal or state law or rules and regulations. (d) Specialized details of security arrangements or investigations, including defenses against terrorism, both domestic and foreign, and including where disclosure of the matters discussed might reveal information that could be used for the purpose of committing, or avoiding prosecution for, a violation of the law; g Determining positions relative to matters that may be subject to negotiations; developing strategy for negotiations; and instructing negotiators; (f) (I) Personnel matters except if the employee who is the subject of the session has requested an open meeting, or if the personnel matter involves more than one employee, all of the employees have requested an open meeting. IV. ATTESTATION: The undersigned attorney, representing the Council and being present at the executive session, attests that the subject of the unrecorded portions of the session constituted confidential attorney - client c. unication: The undersigned chair of the executive session attests that the discussions in this executive session wer- ited to the topic(s) described in Section III, above. // Adjoumed at: O ca 41 - l © cat" (ct) 4'— td (4) cz)()) THE CITY OF ASPEN MEMORANDUM TO: Mayor and Council FROM: R. Barry Crook, Assistant City Manager THRU: Steve Barwick, City Manager DATE: October 22, 2010 MEETING DATE: October 26, 2010 RE: Report on 2010 Special Events Funding Summary City Council authorized $200,000 in the 2010 budget process to be used for economic stimulus — for special events. During the budget discussion it was decided that this money was to be used primarily for ideas directly generating "heads in beds" as opposed to ideas for marketing/advertising. City staff solicited ideas from the community — and 10 residents, including 2 City Council members, reviewed the ideas and provided input for this recommendation. At a meeting on January 5, 2010, Council allocated $147,500 of the funding (plus some additional General Fund monies in a subsequent supplemental). Ideas that had come to the City after the first round of review were directed to go back to the committee for their consideration. At a meeting on May 3, 2010 City Council allocated an additional $23,500 to three organizations and directed staff to pursue a plan for another special event — a Latino Festival. Total council allocations for 2010 came to $171,000. Subsequent to those allocations agreement were drafted for each recipient to sign and one of the recipients — Family Fun Fest — chose not to agree to the conditions of the grant. In addition, allocations for a Taste of Aspen event and Encore Aspen were never disbursed. The Taste of Aspen event was never scheduled and Encore Aspen was reserved for the next fiscal year, if at all. A total of $100,750 has been paid out to recipients. Previous Council Action: As part of its Top Ten goals for the year, Council created the following goal: "Encourage and support local investment initiatives and programs that stimulate a prosperous, diverse and sustainable Aspen economy and build upon the innovation and creativity that exist in town." ...................... Page 1 During the development of the 2010 Budget, the City Council set aside $200,000 in the General Fund for the purposes of "marketing, stimulus, and special events" and directed the staff to create a website and a campaign to seek ideas from the general public. That campaign — "Mining Aspen for Ideas" — was conducted with the cooperation of the Aspen Chamber and Resort Association and concluded on November 6 On January 5, 2010, Council allocated funding as indicated below: Idea - r Committee Council Title pal° a Rec Decision Submitted to Mining Aspen for Ideas Aspen Lacrosse Shootout 5,000 5,000 Special Events (City of Aspen) i = "ix 0 20,000 8,000 1 AVSC Presents: the US Alpine Cham•ionships 5,000 5,000 15,000 15,000 Winterskol EPIC Winterfest Aspen Fashion Week s 15,000 15,000 Fall in Love Aspen 10,000 10,000 Sin•er/Son•writer Festival , Committee Brainstorm Ideas Bikepalooza in late May and /or early June u yes - no RoofTo• Comed Fest T mone from Wheelerfundin. Other Ideas Big Apple BBQ on Aspen Mt. 4 x } ° ° 15,000 15,000 Encore Aspen nS� =,r council 50,000 3 Taste of Aspen C ° 11.0. 7,500 7,500 Outside in Aspen _ ___,`' . __?w 20,000 20,000 Snow Beats N 25,000 2011 "Ideas to pursue" money • Singer /Songwriter Festival • • Collector Car Auction • Mountain biking on Aspen Mt. • Bikepalooza • Art Auction • Classic car show /rail -r a 5,000 5,000 Total All (includes some requests not shown y •a $142,500 $147,500 + On May 3, 2010, Council made the following allocations: .... ...................... Page 2 ........ Committee Council Idea Title Recommendation Allocation Free Family Fun Fest in Aspen a ,,.. , <$ 6,000 <$ 6,000 American Junior Golf Association Golf Tournament $ 7,500 $ 7,500 Challenge Aspen Vince Gill & Amy Grant pas Golf Classic a $ 10,000 $ 10,000 Latino Festival z TBD TBD <. "sa Total All (includes some requests t ity, = ®. not shown) a r a $23,500 $23,500 Background: The City Manager's Office put together a group of people to review the ideas and to help make recommendations to the City Council regarding which ideas to support. That group of people has included on various occasions the following: Steve Barwick Don Taylor Nancy Lesley Debbie Braun Julia Thiesen Don Sheeley Bill Dinsmore John Rigney Torre Derek Johnson Barry Crook Warren Klug Not all of the people named above attended every meeting and not all were represented at the final meeting where recommendations were formed. So What Happened? Twelve events were given funding allocations. Eight out of eleven events planned for this year and which received funding took place. The Taste of Aspen event was not scheduled. The Family Fun Fest chose not to participate due to their unwillingness to conform to the conditions of "for profit" events. They have decided to hold the event next year without city funding. One event — Fall in Love Aspen — has been postponed until next year (March) and will take place in conjunction with the Wheeler Opera House Laff Festival being planned for that time period. Funding for Encore Aspen was reserved in case organizers decided to go forward — it was largely anticipated that if they chose to move forward, it would be for 2011, nothing is known about any intention to do so. Aspen Lacrosse Shootout: $5,000 What was planned for 20+ teams, actually had 49 Teams participate in the Aspen Lacrosse Shootout, 37 of the teams were from out of Town. Each Team had a minimum of 17 kids and the average was probably around 23 kids per team. Games were played Friday Night from 5:OOpm to 10:OOpm (in the snow and rain); Saturday from 8:OOam — 8:OOpm; Sunday from 8:OOam — 5:OOpm; 7 refs were from out of town. Page 3 AVSC Presents: Roche Cup: $5,000 This 9 -day event drew an average of 92 athletes per day, with 50 coaches and officials. AVSC will be hosting the same competition in 2011 and has been selected to host the 2011 and 2012 Rocky /Central J -3 Junior Olympics. The latter event will bring at least 250 people per day for 6 days and had been hosted by Vail for the past three years. Winterskol EPIC Winterfest: $15,000 SOUPSKOL • 26 Restaurants Participated • 3,000+ people attended • 800+ gallons of soup served • 30,000 portion cups composted WINTERSKOL • Canine Fashion Show 55 dogs / 500 viewers • Air Force Band 82 cadets / 500 viewers • Clowns & Face painters steady flow 12:30 - 4:40 p.m. • Hot Chocolate & Cookies 1500 consumers • Jes Grew & Beer Garden 2000 visitors • Aspen Kettle Corn 2300 bags handed out • POP Cotton Candy 300 cones handed out • Noodle Bowls 600 bowls handed out" Aspen Fashion Week: $15,000 Attendance: 4200 people over 4 days including the runway events, viewing areas, in store events, film screening series and Belly Up events -- some 300 unique visitors were from outside Aspen -- creating an estimated 1320 room nights ... Credentialed: 546 issued ... Venues included Gondola Plaza, The Sky Hotel, Belly Up, Limelight Lodge and the Wheeler Opera House ... events were open to the public, although preferred viewing and VIP seating was sold. Big Aspen BBQ: $15,000 The Big Aspen BBQ Block Party was a community event that celebrated America's food and music. The event took place the last weekend of August when there is typically a void of activities for those living in the community as well as those traveling through the area. There was no cost of admission to enjoy the music and to participate in the seminars presented throughout the day. The event was promoted at a national level through Esquire Magazine as well as at the local level to assist in driving hotel room nights for the weekend. The "block party" format created vibrancy on the streets of Aspen — generating additional retail sales for local tenants. Proceeds from the sale of BBQ and Beverages will benefit Roaring Fork Valley youth charities and will be administered through the Aspen Community Foundation. The target was 10% of gross expenditures for the event. While the event was successful on so many levels the event lost money in the end. The Little Nell will provide the Roaring Fork Youth Fund with $10K to get the charitable program up and running. They have 36 grant applications that will begin to be reviewed later this month. ___. ................. Page 4 ................. ... .._._. The long term goal is to establish the Big Aspen BBQ Block Party as an annual not for profit event that drives business to the town of Aspen during a need time period. Outside in Aspen: $20,000 The event was designed to: (1) build exposure to Aspen's outdoor recreational activities available in the non - winter months through public relations and marketing of event, (2) attract media partnerships and sponsorships in Aspen, (3) attract visitors to the resort and drive occupancy in a need period, and (4) create vitality for the visitors/locals through free activities (i.e. base camp and symposium in Gondola Plaza). In addition to "hard dollar" revenue, $206K in sponsorship contributions were received, and $15K in sponsor donations. 83% of participants indicated they would "definitely" or "probably" participate next year. 50% had never visited Aspen in the summer before coming for this event. American Junior Golf Association Golf Tournament: $7,500 The Junior All -Star at Aspen was be a 54 -hole stroke play event for 99 boys and girls, ages 12 -15, held at Aspen Golf Club in Aspen, CO the summer of 2010. The event will featured a Junior -Am Tournament, tournament cookout, social activity, practice round and three days of stroke play competition. Junior -Am Tournaments are the AJGA's version of a PGA TOUR Pro -Am. Amateurs are paired with the best players in the field for an unforgettable 18 -hole outing. Title sponsor will receive five Junior -Am teams with its sponsorship. • 99 boys (72) and girls (27) from 19 states and 3 countries participated in the American Jr. Golf Championship. • Media coverage included the Greeley Tribune, the Orlando Sentinel, Colorado Avid Golf, Golfweek and Worldgolf.com. • Total economic impact on the Aspen community is estimated at $270K. • The Aspen Parks and Recreation name will appear on the tournament title partner signage displayed at each AJGA even in 2010 (an estimated 85,000 impressions). Challenge Aspen Vince Gill & Amy Grant Golf Classic: 510,000 Challenge Aspen annually presents the Vince Gill & Amy Grant Golf Classic, this summer held August 2 -3, 2010 at the Aspen Golf Course. 324 people attended concert and gala, 120 people participated in golf tournament. In addition to event revenue, Challenge Aspen reported donations to their program of almost $120K as a result of this event. • 67 veteran participants sponsored • 12 summer and winter REC programs funded • 25% of CAMO programs subsidized • equipment inventory up -to -date and fleet expanded • 100 scholarships to REC week -long camps as a result of donations/sponsorship /proceeds. The 7908 Aspen Songwriters Festival (Funded by the Wheeler Opera House): The initial 4 -day Aspen Songwriters Festival was held at the Wheeler Opera House Sept. 16 — 19th. A dozen shows at the Wheeler; four more in town; and one in Carbondale. Thirty-five singer - songwriters, plus the second -stage performers (playing for free) on Saturday and Sunday afternoons ............................ Page 5 .... at the J Bar at the Hotel Jerome. Full Festival passes were only $140 - about 40% off the cost of buying individual tickets — Four Punch passes were $60. Total paid attendance was 1,496. The event will be held again in 2011, but will be moved to the end of the last week in March/first weekend in April. The City of Aspen Special Events ($8,000 funded by a separate allocation from the General Fundl The Aspen Cycling Festival Weekend: While it was dropped from the local cycling club calendar, we were able to maintain our participation numbers and increasing our out of town participation by 30 %, putting those people in our hotels, restaurants and shops. The funding also gave us a spring board in which we will be working with the local retailers to continue growing this event, not only in participation, but activities in town. The Aspen Triathlon: We had a lower participation number this year, but with a higher percentage of those from out of town than previous years. We were down approximately 40 participants, from 240 in 2009 to 200 in 2010 but our out of town participants increased to a total of 50 %. 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G t C y tt 3 0 F7 „'0 0.0 � ^0 RS Ti la 0. y 0= =T u � I C 011=0 = 0 0 01 ;w. 6W t.C F Estimates were made using the following assumptions and are intended to be both conservative and realistic: > Out of town participants were separated from total participants either with direct knowledge of the event organizer or were estimates provided by the organizer. > When not known to the event organizer, participants were assumed to "bring" 1.5 "friends and family members" with them — these are estimates used by the City's Special Event staff to estimate the economic impact of their own events. > Room nights were either provided directly by event organizers or were estimated using 2 people per room (for Aspen Lacrosse Shootout 3 per room was used) and the estimate for out of town participants and used the average daily room rate for the month the event took place (the data that is available from MTRIP: • January -- $415 • February -- $420 • March — $405 • May - -$144 • June -- $273 • August -- $277 • September -- $214 > Ancillary spending (ancillary being meals, entertainment and all other retail spending) was estimated using a tiered approach. Events were designated as: • A: $50 per day per person • B: $75 per day per person • C: $100 per day per person • D: $150 per day per person > Lodging tax is 1.0% of estimated lodging numbers. Sales tax is for Aspen only and was calculated at 2.20% of all spending estimated. ._..._. Page 12 ..._._. ......_.. ..._.... ___.. ........... Occupancy Impacts: "'F& ...1...j4. i,e-tortiwatta elialkitREnft," i:': Occupancy ,,,q$:i:U,:iEL;40.04; pifem4t,712;47e12; ' Oc : 1; . Occupancy gat Wk-dgiiiiyt, .-n4442112:g4'l;r:g1904niii7Week;A*SW t44142elacit? RT3:.7:5-iiS2441ELMOIOWHA$00.iiiir : 107.81C2LA01441.AVinla iiaat ::--Into )::::: .....:::::: ;;L: TharklAaitilk I " 'Miltalni !t i O 7- :404p : :::100541,97 5 771, Aspen 5 (-) weekend 30% 28% + 2% 44.25 Lacrosse Shootout in May + 6.5% AVSC 3 week Presents: in Feb. & 50.75 vs (-) Roche Cup 4 85% / 75% 83% / 80% +- 52% + 6.5% % 44.25 weekend in Feb Winterskol 2 week 50.75 vs EPIC in 70% 70% NC 44.25 (-) Winterfest January + 6.5% 5 3 week 50.75 vs (-) Aspen 66% + 2% 44.25 in March 68% Fashion 50.75 vs Week + 6.5% Big Aspen Last BBQ weekend 59% 51% + 8% 44.25 (±) in Aug + 6.5% "d 50.75 vs Outside in 2 52% + 7% 44.25 (+) weekend 59% Aspen in June + 6.5% American Jr. 2 week 50.75 vs Golf Assoc. in June 59% 52% + 7% 44.25 + 6.5% CO Tournament (Sun - Fri) Challenge 1 week Aspen Vince in Aug 50.75 vs (-) 80% 90% - 10% 44.25 Gill & Amy (Sun - Grant Golf Wed) + 6.5% Classic 50.75 vs 4 (-) - 29% 4.25 + 6.5% Aspen 3rd 10% 39% weekend Cycling Festival in May , l 50.75 vs 44.25 (-) - 34% 80% Aspen Triathlon weekend 46% in Aug + 6.5% Aspen 3rd 50.75 vs (-) Songwriter weekend 45% 42% +3% 44.25 Festival in Sept + 6.5% Stimulus Committee - "in the beeinnin2" what we said were our measures for success Page 13 In the initial Council worksession on January 3, 2010, the Stimulus Committee made a series of recommendations, including the guiding principles, measures of success and tactics they recommended regarding the allocation of stimulus funding. Those ideas set the stage for their review and recommendations. In a "review meeting" held on October 19` the committee had the following to say about whether the stimulus funding effort met those criteria — and how they viewed the success of the funding effort. Guiding Principles: What should come across is a manifestation of our community ethics — the Aspen idea of mind body and spirit, and our commitment to environmental stewardship. Committee Assessment: YES Purpose/Measures of Success: We want to measure our success by securing some kind of return on the investment of these public dollars: ✓ Business activity is increased sufficiently to offset the expenditure of this $200,000 — tax revenues are up as a result of increased economic activity (Committee Assessment: FULLY MET) ✓ Jobs in the community are created or hours increased (Committee Assessment: PARTIALLY MET — hours were increased and some jobs created) ✓ Occupancies increase through promotions or increased events and this drives business to restaurants and retailers (Committee Assessment: FULLY MET) Tactics: In spending these dollars, certain approaches or tactics would be used: ✓ In being strategic with our marketing plans, we would want to be collaborative with many entities and integrate the traditional marketing approaches with the newer on -line and social methods ✓ We want to include simple media exposure as one of our tools ✓ We want to make better use of existing resources in promoting Aspen (e.g. city facilities — Wheeler, parks & trails, ARC, golf course) ✓ In sending messages about Aspen, we want to make sure the following are included (not to the exclusion of other messages or as an affront to our traditional markets): • We are not just an exclusive resort, but are open to both tourists and locals of all means • Target a younger demographic • Aspen is seen as a family biking destination by front range families Committee Assessment: FULLY MET Lessons Learned ........._ ........- ---__ .._. .._.._ Page 14 In reviewing the effort the Committee made the following observations: ✓ We had early struggles in getting contracts/agreements fully fleshed out — but we did not let that keep our "early events" from being funded as promised. We received all the value and information from those early events despite not having agreements signed with them before the funding was disbursed. ✓ Funding decisions may be in line with the city's budget calendar, but that timeline is not always synchronized with planning horizons of event planners. If this process continues into the future, some "off budget timeline" efforts may be needed in order to give event organizers the Lead time they need to properly plan for their events. ✓ We need to get event organizers to more fully document their event in terms of: participants, out of town participants, room nights created, spending, etc. — which will help us assess the impact of those events on the community and our economy. ✓ We succeeded in creating some events that helped to "push out" the shoulder season with activities that can help draw tourists to town earlier and later than the traditional summer (from Food and Wine to Labor Day). ✓ While not all events funded can be considered "home runs" or full blown success stories, some events were "gotten off the ground" and can be built on in the future (Outside in Aspen, Aspen Songwriter Festival) and others were expanded due to the funding (Aspen Lacrosse Shootout). The Stimulus Review Committee believes this partnership effort was successful in meeting the goals set and appreciates the efforts of our event partners in working to stimulate the tourist economy. .._... ................. ._._......... ... Page 15