HomeMy WebLinkAboutagenda.council.worksession.20110621 MEMORANDUM
TO: Mayor Ireland and Aspen City Council
THRU: Chris Bendon, Community Development Director
FROM: Sara Adams, Senior Planner
RE: Vacation Rentals, Work Session
MEETING
DATE: June 21, 2011
SUMMARY: Vacation rentals (a.k.a short term rentals) of residential dwellings exist throughout
the City in nearly every neighborhood. However, this type of use is generally only permitted in
zone districts with a lodge designation', with the exception of 2 rentals allowed each year for
residential properties. Approximately half of the 300+ rentals listed on vrbo.com are not
permitted — most of the unpermitted rentals are located in the East and West End
neighborhoods.
Over the past year, the Finance Department has been trying to identify existing vacation rentals
in order to require all operators receive a business license and to ensure that tax dollars are
collected. This seems simple enough; however, the City cannot issue a business license because
the vacation rentals are often not permitted within the property's zone district. Currently there
are no controls in place to mitigate impacts on residential neighborhoods and the City's only
recourse for complaints is to bring the operator into Municipal Court to cease operations.
The two major areas that need to be addressed are: 1.) Vacation rentals are operating out of
compliance and 2.) The City is not collecting lodging and sales taxes. These issues were
discussed during a work session on June 15, 2010 (memo is attached) at which time City Council
directed staff to continue researching other communities and to propose a code amendment with
specific standards to control and to mitigate impacts of vacation rentals on neighborhoods.
Staff is looking for feedback prior to proceeding to the Planning and Zoning Commission
with a proposed code amendment.
1. Enforce existing regulations or propose new language.
Staff proposes code amendments outlined below.
2. General feedback on where vacation rentals are permitted (i.e. all residential
areas, restrict to infill area, etc.)
Staff proposes to allow rentals for all residential dwelling units.
3. Type of review — revocable permit or business license only.
Staff proposes administrative review and issuance of a revocable permit that is
processed with the business license application. Specific standards of review are
summarized below.
The Lodge zone districts are generally located at the base of Aspen Mountain.
2 This number is based on online listings in February 2011.
BACKGROUND: With the popularity and prevalence of vrbo.com ( "vacation rentals by owner ")
and similar sites, Aspen is clearly not the only resort town that grapples with this issue. Colorado
Association of Ski Towns (CAST) has discussed this issue for a few years. Recently, CAST
hired VR Compliance LLC, a consulting firm, to develop software that will provide local
communities with property owner contact information and the actual physical address of
properties listed on online rental sites. This action is helpful to local communities that need to
contact the property owner; however it does not address how and if vacation rentals are
regulated.
Community Development sent out a basic online survey to CAST. Out of the 25 CAST
communities, 21 responses were received and used as a basis for the proposed code amendment
language. The survey shows that each community has a different approach to vacation rental
regulations based on their specific needs. To summarize a few points: about 67 %, or 14 of the
respondents are satisfied with their vacation rental program; and 12 of the 14 regulate vacation
rentals only through business license and/or sales tax license and do not issue revocable vacation
rental permits. Almost half of the communities have specific review standards (i.e. parking,
trash, etc.), and half of the communities stated difficultly tracking compliance as a problem. The
Town of Jackson is the only community that does not allow short term rentals and has no plans
to allow them .
Regarding uncollected sales and lodging tax, the Finance Department drafted some projections
using VRBO data and data from "mtrip, an outside consultant, to calculate that the city is
missing out on collecting sales tax and lodging tax revenues between $89,000 - $99,000 a year.
37% of the tax revenues will be streamed to ACRA with the remaining 63% directed to the City.
OUTREACH: Staff has met with StayAspenSnowmass, Commercial Core and Lodging
Commission, and members of the lodging community to better understand potential impacts on
the lodge sector. Many of the community members felt that vacation rentals need to play by the
same rules as hotels and lodges. While vacation rentals seemingly could take business away
from traditional lodges, there seems to be an understanding about the existing prevalence of
vacation rentals in the community and a positive response to putting controls in place to require
tax collection and compliance with standards. Informative emails were sent to Aspen Ski
Company, Aspen Board of Realtors, Aspen Lodging Association and Aspen Chamber Resort
Association.
STAFF RESPONSE: Staff recognizes that vacation rentals are popular with a specific type of
Aspen visitor; are already prevalent throughout town; and the current Code requirements are
extremely difficult to track and to enforce. The frequency of online vacation rental listings in
Aspen leads one to believe that there is a demand for home rentals to fill a specific niche.
Vacation rentals bolster Aspen's resort economy by adding diversity to the lodging stock and
increase vitality in neighborhoods with numerous vacant second homes.
To address concerns regarding compliance and uncollected taxes, Staff proposes a code
amendment to allow vacation rentals in all zone districts that allow residential dwelling units
through issuance of an annual revocable permit. The City would have the ability to revoke the
' www.vrbo.com lists 12 pages of short term rentals in the Town of Jackson as of June 2011.
4 mtrip reports provide statistical data base don a sample of up to 17 properties in Aspen, representing up to 1,431
units and 62% of 2,304 total units in Aspen.
vacation rental permit if problems arise and the property is out of compliance. The revocable
vacation permit and business license applications would be concurrent administrative reviews
and would be renewed annually.
Staff finds that, with adequate controls in place, vacation rentals are appropriate in all zone
districts that allow residential uses. A maximum of 30 consecutive days for vacation rentals is
proposed. Rentals in excess of 30 days would remain allowed (aka long term rentals), but would
not require a vacation rental permit.
Below is a summary of the proposed requirements:
1.) Parking - The vacation rental is required to either have adequate off - street parking or to
receive lodge parking passes from the Parking Department for on- street parking. Staff
does not propose additional off - street parking spaces be provided as this may devote
more yard area to parking than is actually necessary and increase impervious area in
residential areas.
2.) Trash/storage — The rental is required to meet wildlife trash enclosure regulations.
3.) Owner's local representative — The existing rentals, although not tracked, seem to only be
a problem when management is negligent or when neighbors simply do not approve. To
address this issue, an on call manager for the site is required. It is the manager's
responsibility to inform the tenant about city ordinances regarding noise, trash, parking,
etc. Signage with the representative's contact information (name, phone number and
address) is required to be posted onsite, which offers neighbors and Community
Development a direct contact if an issue arises.
4.) Notice to neighbors — A letter notifying neighbors within 300' of the vacation rental
permit and providing the representative's contact information will be required. 68% of
the CAST communities do not require notice of vacation rentals to neighbors. However,
Staff finds that providing notice and contact information to neighbors is a crucial
component to a successful program that mitigates neighborhood impacts.
5.) Homeowner's Association approval — A letter of consent from the homeowner's
association is required, if applicable.
6.) Business license — A business license is required to be obtained from the City to ensure
tax collection.
NEXT STEPS: A public hearing is scheduled on July 5 and July 19` with the Planning and
Zoning Commission to forward a recommendation to City Council.
RECOMMENDATION: Staff finds that it is appropriate to allow vacation rentals through a
revocable license program that is implemented in conjunction with a business license.
CITY MANAGER COMMENTS:
Attachments:
Exhibit A: City Council Worksession memo dated June 15, 2010.
Exhibit B: Colorado Association of Ski Towns survey results
N A.
MEMORANDUM
TO: Mayor Ireland and Aspen City Council
THRU: Chris Bendon, Community Development Director
FROM: Drew Alexander, Planning Technician
RE: Short Term Rentals, Work Session
MEETING
DATE: June 15, 2010
SUMMARY:
Staff is asking for direction from City Council as to what action should be taken with
short-term rentals. The City of Aspen, like most resort towns, has a prevalence of these
operations. This type of use is only permitted in zone districts with a lodge designation
(Lodge, Commercial Lodge, Lodge Overlay, and Lodge Preservation Overlay).
However, short-term rentals exist throughout the City in nearly every zone district.
Community Development receives complaints regarding short-term rentals on a semi -
frequent basis. The current process is to contact the property owner, notify them of the
violation, and keep an open relationship with the complainant to see if the violation
continues. The operation of a short-term rental is very hard to track and requires a
significant amount of staff hours. If the offender is caught again violating the Code they
would likely be cited into municipal court.
Recently, Community Development discovered that the Finance Department was trying
to identify the majority of short-term rentals in the City. They are doing so in order to
procure uncollected tax dollars and to require that all operators receive a business license.
This process will hit a significant roadblock when the short-term rental operator needs a
Zoning signoff for their business license. Most of these locations are non - conforming by
being located in an improper zone district.
After this dilemma was discussed, Community Development began researching strategies
that other resort communities had implemented for short-term rentals. Also researched
was recent work that the Colorado Association of Ski Towns has completed. The research
(shown below) indicates that most communities have applied a system that allows for
short-term rentals in certain residential zone districts. Staff is requesting Council's
guidance for either enforcement or Code amendments.
RESEARCH:
I.) Colorado Association of Ski Towns (CAST): CAST is currently working on the short-
term rental issue. Joyce Burford, Executive Director of CAST, explained that they
recently conducted an RFP for two candidates that will manage the work, which includes
a two-pronged approach.
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For the first approach, CAST is working with the Department of Revenue and the
Colorado Municipal League to draft a letter that reflects those conditions in Colorado
Revised Statute, C.R.S. § 39 -5 -108.5 (See Exhibit A for the full statute). This statute
requires that owners of furnished residential real property report their personal property at
the request of the local assessor no more than twice per year. The statute states that this
work can be handled by the property owner or the owner's agent. An important element
here is that the language allows for the owner's agent to be the listing website.
The letter that the CAST team is preparing will go out to these major websites asking
them to honor the statute and to release the lists of all short-term rentals in the State of
Colorado. Burford also hopes to have included in the letter an approval from the State
Attorney's Office. If this approach fails, CAST will use one of the contractors hired
through the RFP process to start a back -up plan.
If and when the listing websites are uncooperative, the CAST contractor will figure out a
methodology to obtain the lists of short-term rental properties. This may include working
individually with each website or simple scouring them all for the necessary data. Once
the contractor has procured the list, it will be turned over to communities in Colorado.
After a community receives the list, they can either work with it on their own, or hire the
assistance of the CAST contractor to further implement the list.
2.) Park City, UT: Park City has in place a system called Nightly Rentals. Nightly Rentals
are an allowed use in various districts throughout the city, but primarily in the historic
zones nearest to the commercial core area, similar to Aspen's West End.
A person owning a home in one of the allowed areas would have to obtain a business
license (needs approval from the Building Inspector) prior to operation, and when the
dwelling unit is being used as a Nightly Rental, the entire unit must be allotted for this
use.
If the property includes a lock -off unit that the owner wishes to use as a Nightly Rental, a
conditional use application must be approved. The only area that allows Nightly Rentals
other than a historic zone is the Single Family (SF) zone but only in the Prospector
Village Subdivision (a very limited area).
Kayla Sintz, a planner for Park City, says that the program works very well in the historic
areas near the commercial core. Sintz mentioned that this is the place tourists want to be
and it places the least demand on public infrastructure.
However, Sintz does admit that Nightly Rentals have placed an unexpected burden on the
historic zones. The Nightly Rentals have contributed to making these areas more
transient and increased pressure for development that would maximize the allowances for
that given zone (the more space and bedrooms built, the more it can rent for). In Aspen,
most development already attempts to maximize their allotments.
3.) Breckenridge, CO: The Town of Breckenridge (TOB) utilizes a system called the Chalet
House Program. Below is portion of their definition for a Chalet House:
Chalet House: A building or structure of single-family or duplex residential
character: a) which is used as temporary housing for a tour group for a period of
not less than two (2) nor more than thirty (30) consecutive nights, b) which has a
manager or employee who provides meals for tour group members, and other
management services such as housekeeping and ground transportation, c) the
operation of which does not require the provision of additional on site parking
spaces beyond that normally required for a single-family residence, and d) the
appearance of which has not been altered (either on the interior or exterior) so as
to change the single-family residential character of such building structure.
This program includes an extensive administrative review process that seeks approval
from the Community Development Director. Adjacent properties are noticed and given
time to submit feedback to the TOB. There is a list of criteria that a Chalet House must
satisfy and maintain if a permit is issued. The permits are also revocable if the
regulations of the TOB Development Guide are not being met.
4.) Telluride, CO: The Town of Telluride (TOT) very recently created a short-term rental
program. The events leading up to its creation are extremely similar to the scenario that
Aspen is faced with now. Michelle Haynes, a TOT planner, explained that in 2009 the
Finance and Clerks Departments wanted to identify all the short-term rental operations
within the town limits to acquire uncollected tax dollars. Telluride quickly realized the
conflict between the Land Use Code and having operators obtain business licenses for a
business that was widely prohibited throughout the town.
Telluride now has a provision for short-term rentals within a limited number of zone
districts. Similar to Park City, the majority of these zones are focused on residential
neighborhoods (including those historic in nature) near the commercial core. The criteria
for allowing a short-term rental include the following:
a. Use: Short term rental is a use permitted by right or a use permitted on review
in the underlying zone district (Hillside Transitional, Hillside Developing 1,
Residential, Historic Residential, and Medium Density Residential Zone
Districts).
b. Units: The structure contains only one (1) dwelling unit, or the dwelling to be
rented is the primary structure when more than one (1) dwelling exists on the
lot.
c. Bedrooms: The dwelling unit to be rented contains no more than four (4)
bedrooms.
d. Trash Storage: There is a clearly- defined trash storage area and an adequate
number of trash containers provided.
e. Owner Representative: There is an owner representative within the Town of
Telluride, who is on call full -time to manage the property during any period
within which the property is occupied as short-term accommodations. The
name, address, and phone number of the owner representative shall be listed
on the business license which is on file at Town Hall.
Two fundamentals of this program that are in line with Staff's ideology for an Aspen
program are the trash storage and owner representative requirements. With the
potentially dangerous wildlife in the Aspen area, adequate trash storage, which should
All I . r .1 1
•
include bear - proofing, is an absolute must. Also, the ability for a disgruntled neighbor to
know how and who to contact if a problem arises is crucial for a fair and reasonable
system.
5.) Crested Butte, CO: Again, Crested Butte has a system titled Short-term Rentals. This
program allows for unlimited short-term rentals in seven zone districts. The owner of the
short-term rental property must obtain a revocable license from the Town of Crested
Butte if he /she plans to operate a short-term rental. Also, the following conditions must
be satisfied:
a. Adequate parking;
b. Receipt of required business licenses, including the business occupation
license tax;
c. Identification of a management contract person or entity within the County;
d. Adequate rubbish storage and removal; and
e. Adequate instruction to tenants regarding solid fuel burning devices and
parking restrictions.
Although, somewhat minimal, these requirements hit on some key elements that Staff
believes should be in place if Aspen were to adopt a short-term rental program.
STAFF RESPONSE:
Staff feels that Code amendments are needed. Some type of system should be in place
allowing short-term rentals and to ensure proper monitoring, enforcement, and tax
collection. There are a significant number of existing short-term rentals. The existing
rentals, although not tracked, seem to only be a problem when management is negligent
or when neighbors simply do not approve.
There are elements in all of the researched programs that Staff find attractive. The
simplicity of the Park City program would limit staff hours reviewing applications and
the control mechanisms of the Breckenridge system would ensure a system that is fair
and reasonable. Telluride will be an important program to monitor since they too are just
starting the process. Staff recommends the following:
• A permitting system that would require operators to have a valid business license.
Businesses licenses are approved annually so each operator would be subject to
Community Development review each year.
• The system should include some variant of a land use application. This would be
administrative and at a lower fee schedule than the typical administrative review
fee.
o Public noticing should be included in this process so that the surrounding
neighborhood is aware of the intention to operate a short-term rental.
o The public should be given at least 30 days to submit feedback to
Community Development.
• Operators should be required to post a small businesses identification sign on the
subject property that includes a number to call in case of an emergency.
Ovi
• Investigate the City of Aspen's zone districts to rule out any areas where short-
term rentals should not exist.
• The permit should be revocable by the Community Development Director if the
operation is not compliant with City regulations.
RECOMMENDATION:
Staff recommends the City Council review Staff's Response and determine whether a
Code amendment for a short-term rental program is worth pursuing, or if Staff should
enforce the existing prohibition.
CITY MANAGER COMMENTS:
•
Attachments:
Exhibit A: Colorado Revised Statute § 39 -5 -108.5
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ONA A; L11 k
MEMORANDUM
TO: Mayor Ireland and Aspen City Council
TRRU: Chris Bendon, Community Development Director
FROM: Drew Alexander, Planner o� v �
RE: Code Amendments - Bedroom Calculation and Impact Fees, including School Land
Dedication
MEETING DATE: June 21 2011
The current City of Aspen Land Use Code imposes a number of zoning impact fees upon residential
development to ensure that "development pay all or part of its way." These exactions are currently
calculated and based upon the number of bedrooms proposed for the development. Staff is seeking
Council direction to initiate amendments to the Land Use Code to eliminate the "bedroom game."
Amending the calculation methodology of the zoning impact fees should greatly simplify the zoning
review process. The affected fees include Parks Development, Transportation Demand
Management (TDM) /Air Quality, and School Land Dedication.
For residential development, the zoning impact fees are calculated based upon the number of
bedrooms in a residence. The Land Use Code has a definition of "bedroom" that the zoning officer
uses when reviewing plans:
Bedroom: A portion of a dwelling unit intended to be used for sleeping purposes, which
may contain closets, and may have access to a bathroom.
This definition is not precise and lends itself to varying interpretation. What frequently happens
(because the fees can be large) is that architects and builders will begin the "bedroom game" with
the zoning officer to try and lessen the fee amount. For example, a room with a closest may be
labeled as a "study" on a plan set to avoid fees, but the zoning officer will calculate the room as a
bedroom because it meets the definition in the code. Then, the architect will disagree with the
decision and make small amendments. These resubmission persist until the zoning officer decides
the room is no longer a bedroom. These changes usually look like doors being removed, removal of
closets, or eliminated bathrooms or access to.
In an effort to avoid the "bedroom game" altogether, staff is preparing a new draft of the Impact
Fees and School Lands Dedication language that uses floor area as the calculation variable for fees.
Staff created a report from approximately 350 building permits dating back to 2004 and examined
two categories: floor area and number of bedrooms. RRC Associates in Boulder, CO are acting
as a consultant on the project and confirming any data that staff is using for statistical validity.
Converting the City's impact fee system to a floor area basis will simplify zoning review, eliminate
time wasted arguing about each room, impose fees more equitably, and make the impact fee
estimates more precise for prospective applicants.
Using floor area rather than the number of bedrooms should result in a system that is more accurate.
As stated, the "bedroom game" encourages building permits to have awkward amendments and less
than practical finished layouts. Floor area provides a simple metric that will accurately assess fees
based on the size of home and presumably the number of school aged children, not its intended or
unintended use. These amendments will only alter the method of calculation, not the pre-
determined fee schedules that have been in use since 2006.
For TDM/Air Quality and Parks fees, staff simply took the total floor area from the building permit
data and divided the number by the total fees paid for those permits. For the School Land
Dedication fee staff divided the 4 bedroom generation rate (.452) by the average size of a four
bedroom home (3790 sq. ft.) to arrive at a per square foot student generation rate.
Throughout this drafting process, staff has been in contact with the Aspen School District, the
Transportation Dept., Parks Dept., and Environmental Health (groups that are impacted or receive
funds from these fees). After this work session, staff will continue this outreach and inform these
entities of Council's direction.
The new fees would include the following for residential development:
Parks Development $5.45 per sq. ft
TDM/Air Quality $0.61 per sq. ft
School Land Dedication .00012 students per sq. ft. (capped at .452)
CITY MANAGER'S
COMMENTS:
Attachments:
Exhibit A: Data from building permit report
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MEMORANDUM
TO: Mayor and City Council
FROM: Nancy Lesley, Director of Special Events
THRU: Jeff Woods, Manager of Parks and Recreation
DATE OF MEMO: June 17, 2011
MEETING DATE: June 21, 2011
RE: Pro Cycling Challenge Update
REQUEST OF COUNCIL: There is no request of council, this is an update only.
PREVIOUS COUNCIL ACTION: Staff has been to Council on numerous occasions to
discuss and update on the Pro Cycling Challenge (PCC). This is to make Council aware of the
progress that has taken place since the last time staff spoke with Council.
DISCUSSION: The Pro Cycling Challenge, which will arrive in Aspen on Wednesday,
August 24 has commitments from the top cyclists and teams in pro racing today. Staff has
two objectives in mind when planning for this event. To create a platform that the race
organizers feel is well organized, user friendly to the racers and event staff, and so turn -key
that they have no choice but to return year after year. The second objective is to create an
experience for the spectator coming to Aspen that compels them to want to return.
The Aspen Stage has been named the Queen Stage by the event organizers, and we are billing
it as the Aspen Silver Queen Stage. By being named the "Queen" stage of the entire race, it is
marketed as the stage to watch, or the stage that will be a defining one for the racers.
The Route: For purposes of this event, we are using the Mountain Valley entrance as our
mark of city limits, which all route related and event related measures become our
responsibility. The riders will start in Gunnison and ride to Aspen via Cottonwood and
Independence Pass. As they come down the Pass on Hwy 82 they continue straight as it turns
into Cooper Avenue. They continue on Cooper, making the sweeping right at Paradise Bakery
and they are now coming down Galena. They will make a right onto Hopkins and a left onto
Original, which turns into Main Street. The finish line will be the corner of Main and Galena.
The race will consist of approximately 128 riders and approximately 125 vehicles and
motorcycles traveling with them on the route. All of these vehicles will come through town
Page 1 of 4
with the riders and be "diverted" when the riders take a left onto Original, most of the
vehicles will take a right and park on Hyman Avenue. The expected time of arrival for the
first group of riders is approximately 3:15pm, but could change with either a head or tailwind.
We will be closing the streets of downtown Aspen at approximately 6am and anticipate a full
re- opening around midnight on the same day. Many streets will open well before then, but
will open as tents come down, and safety allows.
Lifestyle Expo: The Expo will be located on Wagner Park, Hyman Avenue and Mill Street.
The expo will consist of vendors traveling from town to town with the USAPCC, Channel 9
News live broadcasts, local sponsors, the entertainment stage, beer garden and local food
vendors. Some of these vendors will have trailers that will make parking in Wagner Park
impossible, so we are extending the expo to Hyman and Mill, where parking these vehicles
won't be a problem. The expo will open at approximately llam and close at 4:30pm.
VIP /Sponsor Tent: The size has yet to be confirmed, but the working plan is a 20x tent that
runs the length of Main Street from Galena Street to half way down to half a block prior to
Spring Street, on the City Hall /St Mary's church side. The tent will be available to those that
have purchased sponsor tickets or packages as well as the sponsors of the overall race. The
race organizers would like to focus their sponsors on coming to Aspen, therefore we will have
a larger VIP /Sponsor tent than other stages. The tent will open at noon, serving food and
alcohol, seating as well as TV's that will show the racers as they make their way into Aspen.
Sponsorship /Fundraising: Staff has created a 501c3 that is called Aspen Silver Cycling Inc to
help facilitate the fundraising efforts. It is being managed by Don Taylor, City of Aspen
Finance Director, Nancy Lesley, City of Aspen and Deric Gunshor, Aspen Skiing Co. A
sponsorship package has been created to help generate revenue. Along with the sponsorship
package, we are currently planning other fundraising platforms. We are hoping to use a
similar model as our first fundraising effort that was held on June 2" at Ajax Tavern in
conjunction with the Women's Pro Race. We would scale down the model as that included a
very large silent auction as well as dinner. Staff is currently discussing this concept with
several restaurants to secure their help.
Notices to Neighbors and Business Community: Staff has created a timeline utilizing letters,
emails and door hang notices to be in continual contact with those living in the affected areas.
In late July and early August neighborhood meetings for residents and businesses will be held
to inform and answer questions. Staff has also been meeting with the business community and
will continue to do so.
Lodging: The lodging community, in its entirety, has come together to get behind this event
and support it 100 %. They have absorbed the housing needs of the event, and structured it so
that each property absorbs some loss in order to reap the potential rewards.
Volunteers: The volunteer recruitment is in full swing and we are two thirds of the way to full
recruitment with approximately 200 volunteers already signed up. Volunteers will be used in
a variety of ways, including route detail, parking assistance, media check in and economic
Page 2 of 4
impact surveys. Recruitment is being handled through the event website, then filtered down to
us. Our volunteer coordinator keeps in continual contact via email.
City Staff: Per Steve Barwick, City Hall will be closed and staff working in City Hall will
work on the PCC event either as ambassadors or helping with parking or other event needs.
Staff will be creating an "ambassador" program that will have city staff in uniforms that
identifies them as someone to help direct, answer questions either about the race, location of
infrastructure, or information about town. Their job will also be to promote Aspen.
Ancillary Events: This will not only include the Women's Pro Race(s), the Komen Ride, the
Aspen Backcountry Marathon, and the Power of Four Mtn Bike race, but also things like a
citizen's Grit before the women's race on Wednesday, August 24 and a tricycle race between
City Council and the BOCC. Well before the week of August 2r, the ancillary events
committee is working on rides, BBQ's and cocktail parties to help create awareness and
fundraising opportunities for this event. Staff is also working with the local bike shops to see
if they would be interested in participating in a "who can build a bike the fastest" competition
and the Aspen Historical Society to do brief skits about Aspen's history and cycling.
Safety: This event has the full collaboration between the City of Aspen, Aspen Police
Department, Pitkin County Sheriff's office, Aspen Ambulance, Aspen Fire District, US Forest
Service, Mountain Rescue, Aspen Valley Hospital, Flight for Life, and the Colorado State
Patrol. These entities meet on a regular basis and plan for the safety of the community during
this event.
Marketing and PR: National marketing exposure for the race includes a 2 hour broadcast on
Versus and live coverage of the final race day on NBC. This includes a 30 second spot on
Versus promoting Aspen as a destination and a 1/2 page ad in the official program guide
produced by Velo news. The objective of the local marketing campaign is to create awareness
of the event for volunteers, spectators and potential sponsors and to drive visitation to Aspen
during the week of the race. The marketing plan includes an Aspen specific website,
www.aspenupcc.com which highlights Aspen as a cycling destination, what to do in town and
logistical information about race day. A print ad appeared in Elevation Outdoors Magazine as
part of the Aspen Chamber Summer ad campaign. A banner ad is live on the
aspenchamber.org home page with a link to aspenupcc.com. Other online exposure includes a
paid search campaign targeting cycling enthusiasts and destination visitors in key markets
nationally, email blasts to ACRA's destination visitor database of approximately 50K and to
Aspen Skiing Company summer database. Banners ads will be hung on Main Street and at
events leading up to the race. Social Media will be used, including Facebook, blogging and
twitter to promote the stage.
A specific Aspen logo has been created to promote the "Silver Queen" stage in both
merchandise and marketing collateral. Media partnerships with local newspaper, magazine
and television are also in the works to help promote the stage.
Page 3 of 4
Merchandise: The merchandise program is progressing with strong interest from five or six
retailers in Aspen to start selling within the next month. UPCC has selected an official vendor
and we are working with them on creative design options that the retailers think will be
successful. This program will include t- shirts, hoodies, hats and pins. We are working to
include cycling jerseys in this program but it is unclear if production time will make it
prohibitive. The pricing from the selected vendor is competitive and the Aspen OC expects to
raise some money through this channel.
FINANCIAL /BUDGET IMPACTS: The working budget for this event was set at $180,000
in early November of 2010. The budget was created based on many assumptions that were
unknowns at that time. Staff continues to refine the budget as the event takes on more
definition and we are able to define the previous unknowns.
ENVIRONMENTAL IMPACTS: ZG Green is a strong part of our entire planning process.
Ashley Cantrell from the Environmental Health Department is heading this up, and we are
working to create, or as nearly as we can create, a zero waste event. We are looking into
brining in water buffalo's to supplement the permanent water station that will be in town. ZG
Green will also have a booth in the Expo area selling their reusable water containers.
RECOMMENDED ACTION: No action is required of City Council, this is an update.
Page 4 of 4
MEMORANDUM
TO: Mayor and City Council
FROM: Nancy Lesley, Director of Special Events
THRU: Jeff Woods, Manager of Parks and Recreation
DATE OF MEMO: June 17, 2011
MEETING DATE: June 21, 2011
RE: Pro Cycling Challenge Transportation, Parking and Concert
REQUEST OF COUNCIL: Staff is requesting direction on offering a free concert on
Tuesday, August 23r and participating in a ticketed concert on Wednesday, August 24 Staff
is also requesting support of relaxed parking regulations and no parking fees on Wednesday,
August 24
PREVIOUS COUNCIL ACTION: Staff has been to Council on prior to discuss and update
on the Pro Cycling Challenge (PCC). This is to make Council aware of the progress that has
taken place since the last time staff spoke with Council.
DISCUSSION: The Pro Cycling Challenge, which will arrive in Aspen on Wednesday,
August 24 has commitments from the top cyclists and teams in pro racing today. Staff has
two objectives in mind when planning for this event. To create a platform that the race
organizers feel is well organized, user friendly to the racers and event staff, and so turn -key
that they have no choice but to return year after year. The second objective is to create an
experience for the spectator coming to Aspen that compels them to want to return.
The Aspen Stage has been named the Queen Stage by the event organizers, and we are billing
it as the Aspen Silver Queen Stage. By being named the "Queen" stage of the entire race, it is
marketed as the stage to watch, or the stage that will be a defining one for the racers.
Parking and Transportation: Staff is working closely with RFTA and the City transportation
staff to create a plan that allows spectators to get as close to the core as they can with the goal
of being user friendly. Staff would like to request a leniency on parking for Wednesday,
August 24 by allowing cars to park in the West End where possible, nose in rather than
parallel to accommodate more parking, and a free parking day in town allowing the parking
Page 1 of 3
•
staff act as facilitators rather than enforcers for the day. RFTA will be increasing their buses
(at the expense of the event) to accommodate the (potential) influx of more people. As much
as possible, spectators will be directed to the Brush Creek Park and Ride. Extra buses will be
applied to the Rubey Park to Brush Creek route in order to maximize service to that lot. Extra
buses, as well as cars, will be re- routed to serve other parking locations when the Brush Creek
lot fills. The Main Street bus lane will be signed No Parking all day in order to speed exit of
all buses. Extra buses will be staged at the Kiss and Ride and on Durant Street. Additional
parking spaces on Durant Street may be closed and used to accommodate extra buses. The
Hunter Creek and Mountain Valley regular routes on RFTA will also be affected. Hunter
Creek route will be a slightly modified in town route (the Wheeler Opera House pick up point
will be eliminated) with the bus running from 6am to 10am then again from 6pm to 2am. The
Mountain Valley Dial a Ride will be increased to two busses (it is normally just one) and that
service will be suspended from approximately 2pm to 6pm. We will have to end the service
earlier if the riders are faster than anticipated.
Concerts: Staff would like to host a street party on Tuesday night, August 23' on Main Street,
at the finish line for the community. Main Street would be closed from Main and Mill to
Spring and Main for this evening of music. Hiring local musicians and talent, we would like
to do a big thank you for the impact that will take place the next day, and start the buzz and
celebration of the race. We would host a beer garden on Main Street, but otherwise, leave this
as an open celebration on Main Street.
Staff has approached Michael Goldberg regarding a ticketed concert on Wednesday, August
24 Aspen will be hosting many international and national media, as well as spectators from
around the world, and is looking at ways in which to keep everyone in town, and adding to the
vibrancy of the day. The secondary benefit of a concert would be to keep the spectators here in
town, rather than heading to Vail and the next stop. It would also help to alleviate the flow of
traffic out of town as soon as the race finishes. This also gives Aspen a platform of not only a
cycling /sports venue, but also an amazing place to watch a known act. Staff feels this is
another avenue to introduce a new demographic to Aspen see all the our wonderful town has to
offer. Vail is using a similar model of a free concert on Thursday night and a ticketed concert
on Friday night. Michael Goldberg has offered a couple of options for the Wednesday night
ticketed concert. The event /City could partner with him in the risk side, but also reap the
potential rewards side, or he would be interested in producing the evening solo. This is all
based on getting the right talent for the night. We would not enter into an agreement with an
act /talent that all would not agree is a good fit for the demographic we are targeting.
FINANCIAL /BUDGET IMPACTS: The working budget for this event was set at $180,000
in early November of 2010. The budget was created based on many assumptions that were
unknowns at that time. Staff continues to refine the budget as the event takes on more
definition and we are able to define the previous unknowns. With the addition of the free
concert, the budget would increase to $215,000 (by $35,000). With the addition of the second,
ticketed concert, the budget would increase in the amount Council finds tolerable, with the goal
of having revenue to offset the expense.
Page 2 of 3
ENVIRONMENTAL IMPACTS: ZG Green is a strong part of our entire planning process.
Ashley Cantrell from the Environmental Health Department is heading this up, and we are
working to create, or as nearly as we can create, a zero waste event. We are looking into
brining in water buffalo's to supplement the permanent water station that will be in town. ZG
Green will also have a booth in the Expo area selling their reusable water containers.
Page 3 of 3