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HomeMy WebLinkAboutcoa.cclc.min.060111 COMMERCIAL CORE & LODGING COMMISSION MINUTES OF JUNE 1, 2011 Chairperson, Andrew Kole called the meeting to order at 8:30 a.m. Commissioners in attendance were Bill Dinsmoor, Siam Castillo, Terry Butler and Don Sheeley. Excused were Fred Ayarza and Jim Pomeroy. Staff: Kathy Strickland, Chief Deputy Clerk Aspen's Big BBQ John Speers, General Manager Little Nell - Aspen Skiing Co. John said he thought about the BBQ after going to the one in New York. John said he has been thinking of events to be held in Aspen during the down times after August 20 John said he manages 450 people. Danny Meyer — started the big apple BBQ party in New York. John said this could be a great event for Aspen and bring in destination traveling. The BBQ is a celebration of America and American food. We bring in pit masters from around America. You don't pay to get in which makes it approachable for people. The BBQ is $8:00 a plate. It is a non - profit event and we fell short $40,000 and we picked that up. The non - profit associated with the event is the Roaring Fork Youth Fund. In 2010, 7,000 people came and a lot from the front range. We had considerable pr for our event. This was an event that we did not use volunteers. We paid $25,000 for the event. We listened to the feedback. The smoke affected the retail stores. This year we have looked to move the event hours from Noon to 6:00. We have improved overall. Last year we didn't have local participants. New for 2011 the event will be on Monarch Street and we are using part of the Wagner Park and in front of the Limelight Lodge. This year we are adding barbeque butter ball turkeys. We are looking at no bottled water which is part of our sponsorships. We are looking at Britta as refillable containers. Time Incorporated is a sponsorship, Cooking light and Sunset and we have a tie in with CNN. A mountain bike race occurs that day and the finish line is at Wagner and a plate of BBQ will go to each participant. 1 COMMERCIAL CORE & LODGING COMMISSION MINUTES OF JUNE 1, 2011 Don asked about funding from the City for the event. John said the city did not give any funding. John identified success for the event. We set a goal for the charity and meet that goal. We need to be self sustainable. We had a lot of in -kind labor. If we can increase our sponsorship dollars that would be good. Siam asked about locals in the event. John said we are talking to Hickory house and spoke. John said the event has the best pit masters in the country which is part of the event to have the best in the country. I need CCLC's support. We want to drive the destination travel and fill the retail shops. There will be a beer garden and music in the park and we are only taking a portion of the park. Andrew suggested a sampling plate with three different BBQ's. John said the challenge is how you track that. MOTION: Don made the motion to support the BBQ; second by Bill. All in favor, motion carried 4 -0. Lighting designers Strand lighting, up lighting and projection lighting Streeb Lacrouse co. Kale Lacrouse, Justin Streeb Kale said the idea is to use lighting throughout XMAS and other times of the year. We can also incorporate flood and accent lighting. You can also do area lighting such as the Gondola Plaza. Kale also explained about building lighting — which is architectural lighting that announces the features of the building. Flood lighting is lighting the building from other areas which projects onto the building. 2 COMMERCIAL CORE & LODGING COMMISSION MINUTES OF JUNE 1, 2011 Strand lighting is similar to the lighting in the mall. Projection image means the building turns into a static painting in a 3D nature. We can look at Aspen Mountain as a back drop. Areas to consider are the ice rink; gondola plaza, Aspen Mountain, Cooper Street and Hyman Ave. mall. There are also static projections in which we can play with subtle projections. Kale said we can also use the strand lighting and incorporate different techniques. Kale also said you can create light ART showings. Kale said we need to get the retailers involved and promote interest and revenue. We want people to come into Aspen and blow them away from any other ski town. Kale pointed out that the projectors can be used for other events. Public present: Warren Klug Heather Larson, Wheeler Adam Frisch Bob Leatherman Garrett Mandich — Chopu construction architect G.C. John Speers Belinda Hotel Jerome Terry Hale Garrett inquired about production costs. Kale said creating the movie is the highest costs. One week show costs between $150,000 to $250, 000. 1/3 is the rental of the equipment itself. A. Equipment - projectors B. Modeling or mapping of the buildings is a onetime cost. 3 COMMERCIAL CORE & LODGING COMMISSION MINUTES OF JUNE 1, 2011 C. Actual videos. Andrew suggested a contest for the videos. There are so many people out there that can do videos. Garrett suggested starting with the Wheeler bldg. You could have the high school students draw pictures. Kale said the cost is $75,000 for projectors and rent for a week is $10,000. Bill said there is no resort town doing this and this will drive a lot of new business in our town and fill the month of December and January. Kale said we want to create something new for every year. Terry said Aspen could be known for its lighting and we can get people to come here. Sara Adams — Vacation rentals Sara said Council directed us to look at short term rentals of free market residential units. The code says you can do less than 30 days in the lodge district and none in the east and west end. Half of the vacation rentals are not allowed and the Finance Department cannot collect sales tax. We are proposing to put controls in place to allow the vacation rentals to happen. Right now we would have to shut them down and take them to court. We are proposing to allow them in all of the zone districts with specific regulations. Sara said we would regulating parking, trash and require a local owners representatives and the applicant would give notice to neighbors within 300 feet. Don asked how many short term rentals are there. Sara said there are 350 out there renting houses and half are illegal. Bill asked the concerns of council. Sara said revenue, not collecting lodging tax and sales tax that goes to the city and ACRA. The second complaint is neighbors complaining about it. 4 COMMERCIAL CORE & LODGING COMMISSION MINUTES OF JUNE 1, 2011 Andrew asked how much revenue is missing. Sara said around $219,000 a year of tax revenue and we get 40% and the ACRA gets 60 %. Bill asked how many nights you get before it turns into a commercial entity. Andrew asked about manpower. Sara said we won't add any additional employees. Marketing budget Andrew and Kathy are recommending not doing Time out in the news paper this year. Jim Pomeroy agreed. Jim suggested doing advertising in the fall. Kathy suggested doing two large colored ads in the paper at the beginning of the market and in October. The cost is around $750. each. Don said all the vendors should be listed in the ad. MOTION: Don moved to approve four ads for the market in both papers; second by Bill. All in favor, motion carried. Andrew asked about doing his Kole show for the Saturday market this year. The fee would be $1,500. Andrew said he would interview market vendors. Don mentioned that last year politics were brought in to the show and Kathy and the city got complaints. Andrew said he would not involve politics in the show. Andrew said he would incorporate handing out fruit. MOTION: Don moved to approve Andrew's show; second by Bill. All in favor, motion carried. Meeting adjourned at 10:30 a.m. /' V e Kathleen J. Strickland, Chief Deputy Clerk - 5