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HomeMy WebLinkAboutagenda.council.worksession.20131105 CITY COUNCIL WORK SESSION November 05, 2013 4:00 PM, City Council Chambers MEETING AGENDA I. ACRA Marketing Plan II. ESPN X-Games Concerts in Wagner Park III. Council Goals Update - Submitted separately 2013 DESTINATION MARKETING REPORT P1 I. 2013 DESTINATION MARKETING ACRA’s Destination Marketing manages 1.5% of the 2% lodging tax funds for the City of Aspen to promote Aspen as a premier destination year round, with a focus on the non-winter months. The 2013 budget was over $1.9M and was allocated to an integrated marketing campaign including advertising, public relations, print collateral, website, social media, special events and partnerships. We work to provide the highest return on the marketing investment to meet our goals of driving group and leisure visitation to Aspen for the economic benefit of the community. KEY METRICS MAY – SEPTEMbER 2013 vS. 2012 Occupancy: -3.2% ADR: +9.2% REvPAR: +5.8% RETAIl SAlES TAx IS uP 6% YTD [through August 2013] lODGING TAx IS uP 6% YTD [through August 2013] HISTORICAl lODGING TAx COllECTION In 2011 the lodging tax funds that ACRA manages increased from .5% to 1.5%* $1,600,000 $1,200,000 $800,000 $400,000 0 HISTORICAl 7 YEAR OCCuPANCY CHART [MAY – SEPTEMbER] 24 % 23 % 21 % 20 % 20 % 25 % 24 % 67 % 72 % 60 % 73 % 71 % 78 % 76 % 60 % 67 % 54 % 59 % 64 % 70 % 70 % 42 % 46 % 42 % 46 % 52 % 47 % 48 % 53 % 51 % 47 % 48 % 52 % 62 % 55 % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0 MAY JuNE JulY AuGuST 2007 2008 2009 2010 2011 2012 2013 SEPTEMbER $436,964 $478,241 $344,596 $375,089 $1,155,632 $1,342,157 $1,420,620 20072008200920102011*20122013 P2 I. DIGITAl • 70% of advertising budget for highly targeted and nimble campaign • 17.3M impressions served • 98K Click-Thrus DEFY ORDINARY CAMPAIGN • Planned the evolution of the Defy Ordinary campaign to be launched Spring 2014 • New creative assets will include print, digital and video campaigns • We also released a new Defy Ordinary time-lapse video this summer which has garnered 20K views on multiple channels AuDIENCE TARGET: Adults 35-54, HHI $125k+, families and couples, travel and outdoor enthusiasts, luxury seekers, and the culturally curious MARKETS: Denver/Front Range, lA, Chicago, Florida, Houston, Dallas, New York with some focus on non-stop fl y markets SOCIAl MEDIA [NuMbERS AS OF 10/24/2013] • The goal for ACRA’s social media campaign is to be the overarching unifying voice for all things Aspen • Drive visitors from various social media outlets to ACRA website FACEbOOK 16,191 fans 185% increase in fans 326% increase in engagement INSTAGRAM 2,035 followers 561% increase in followers TWITTER 7,502 followers 32% increase in followers 126% increase in RT PINTEREST 26 boards, 513 pins 71% increase in boards 94% increase in pins PRINT • 30% of advertising budget • 6.6M Impressions • Target lifestyle, Travel and Mountain Publications • Offered two Cooperative Advertising opportunities to ACRA Members ADvERTISING P3 I. WEbSITE • visits to the website increased 39% from January - September over same period 2012 • visits to the mobile site increased 10% from January – September over same period 2012 • A record number of 75,000 visits to the site in August 2013, up 72% from August 2012 • 74,192 web visitors clicked through to an ACRA member’s website from January – September 2013. MARKETING PublIC RElATIONS HIGHlIGHTS • Pitched targeted stories to journalists with positives messages about Aspen • Hosted individual media and groups both nationally and internationally in key markets • $4.4M in media value • $1.6b media impressions INTERNATIONAl EFFORTS • Increased collaboration with industry partners including Aspen Skiing Company, Snowmass Tourism and Colorado Tourism Offi ce to leverage international efforts and budget • Successful PR campaigns and hosted media FAMS for brazil, Australia and uK markets with targeted stories on Aspen in non-winter months • In collaboration with Colorado Tourism Offi ce (CTO), hosted travel trade and media from uK, France, Japan and Singapore, and participated in the sales mission to Japan • Participated in the International Pow-Wow Trade Show to build relationships with key travel trade in international markets • brand uSA campaign planned for 2014 in collaboration with Snowmass Tourism in Portuguese, Spanish and Japanese content 85,000 75,000 65,000 55,000 45,000 35,000 25,000 15,000 5,000 2009 2010 2011 2012 2013 JAN FEbMARAPR MAY JuNJul AuG SEPTOCT NOv DEC vISITS TO ASPENCHAMbER.ORG CONTINuE TO GROW. 2013 vISITS TO THE SITE INCREASED 39% OvER 2012! P4 I. GROuP SAlES • Projected year-end revenue over $400,000 • Represented Aspen at over 10 key trade shows and industry events nationally • Hosted 4 seasonal FAMs in Aspen for qualifi ed meeting planners • Developed digital Meeting & Wedding Planner brochures AIR SERvICE • In collaboration with community partners, participated in Air Development Committee to garner new and expanded air service into Aspen • Success with new seasonal air service on Delta Air lines. Daily direct from Atlanta to Aspen. Weekly direct from Minneapolis–St Paul • Continued participation on Air Development Committee to build on our success SPECIAl EvENTS • Marketing support provided to events throughout the year • Dedicated support provided to 12 Days of Aspen, Wintersköl and the uSA Pro Challenge • Dedicated marketing campaign for uSA Pro Challenge included broadcast, digital, print and dedicated website INDuSTRY ACHIEvEMENTS “bEST IDEA AWARD” for Defy Ordinary Campaign, Western Association of Convention and visitors bureaus “bEST WEbSITE” Western Association Chamber Executives GOvERNOR’S ARTS AWARD Colorado Creative Industries PRINT COllATERAl ASPEN/SNOWMASS vACATION PlANNER: 80,000 distributed in print and over 26,000 downloaded digitally. Aspen/Snowmass vacation Planner is available in Spanish as a digital guide as well ASPEN SPRING, SuMMER, FAll RACK: 35,000 Distributed ASPEN/SNOWMASS OFF-MOuNTAIN WINTER bROCHuRE: 20,000 Distributed INTERNATIONAl RACK bROCHuRE Translated into German, Spanish, Portuguese, French and Japanese MARKETING P5 I. DRIVE VISITATION TO THE RESORTBROADEN GROUP SALES EFFORTS BUILD STRATEGIC PARTNERSHIPS CONTINUED AIR SERVICE DEVELOPMENT STRENGTHEN INTERNATIONAL CAMPAIGN ASPEN CHAMBER RESORT ASSOCIATION | 425 RIO GRANDE PLACE | ASPENCHAMBER.ORG KEY STRATEGIC INITIATIVES FOR 2014 Debbie Braun, President and CEO Toni Case, Senior Marketing Manager Sarah Reynolds, National Sales Manager Julia Theisen, VP Sales and Marketing Eliza Voss, Marketing Manager Beth Arenella, Marketing Coordinator P6 I. MEMORANDUM TO: Mayor and Council FROM: Special Events Committee DATE: October 30, 2013 RE: X-Games – Concerts in Wagner Park January 25 and 26, 2014 ESPN has filed a special event permit to have concerts in Wagner Park Saturday and Sunday afternoons, January 25 and 26, as part of the celebration for Winter X games 2014. The concerts are scheduled at 4 p.m. to 6:30 p.m., door opening at 3 p.m. There will be amplified music during the concerts and up to 2 hours during the day of the show for sound checks. The impacts to the community are large - noise, transportation, street closures - and Council should be aware of the issues and will need to vote on the noise variance. There have been concerts in Wagner Park during X-games before in 2005 and 2006. The differences this year are that these are ticketed events, not free admission, and they are at 4 p.m., not 9 p.m. ESPN anticipates 6,000 ticket sales for each event, 200 premium tickets and 200 VIP tickets. The exact ticket number will be decided in consultation with the building and fire department. Staff Comments: Noise: The provisions for this event are as follows – as recommended by the environmental health department Noise must be 100dB or under at the property line. Additionally, all amplified noise is limited to the hours 9:00 AM – 9:00 PM. The event coordinators are required to notify all neighbors within 250 ft or adjacent to the property. This notification should include all activities associated with the event such as set-up, departure times, and sound checks. Sound levels will need to be verified as part of the event set- up. ESPN has met with the parks department and worked out a lease that addresses protection for the park and protection from extra work for the city staff and lists conditions like bonding if costs are needed to restore site; aeration; flooring around the band. The police department requested references for PES, the security company hired by ESPN. PES does the security for the Buttermilk site. They will be hiring sub-contractors; the police department would like to know what the sub-contractors will be and that they are competent for issuing wrist bands and for checking them. ESPN states they have contracted with PES to have approximately 50 security officers on site, not including manager and supervisor positions. P7 II. Issue: Staff requested the entrance/exit be moved off of Mill Street Mall – too much disruption to mall and mall business and no way to get emergency access through there in previous years. Applicant has submitted a new site plan (attached) with the entrance along the brick walkway to the north of Wagner park (as for Food & Wine). The police department notes it is an improvement but crowds will still form and reiterates that crowd management, inside and outside of the venue, is ESPN’s responsibility. Issue: How will non-ticket holders outside event be controlled? Issue: Will there be a detox center? ESPN responded they will include a detox center into the venue plan if required by local police Issue: Fencing needs to be sufficient so that it will not fall over Issue: The exact ticket number will be decided in consultation with the building and fire department. And a second accessible seating area is required. The venue must allow clear access to four emergency exits (think Jazz Aspen setup). The exit aisles maybe painted with race course dye. The exact ticket number is 4,668 allowing area subtracted for the access aisle width. This rounds up nicely to 4,750. Any number greater than that requires an amended venue layout agreed upon by the promoter and the building and fire departments. Regarding the emergency exits, the gates are required to swing out in the direction of exit travel. Additionally, a second accessible seating area identical to the one proposed is required to satisfy the minimum number of seats. This area is suggested to be located in the vicinity of the accessible route next to the VIP tent. This location also meets the provisions for dispersion. Transportation is concerned that there is not enough rolling stock for the event. Transportation asked that the applicant provide security at Rubey Park. ESPN said they will provide 4 security guards at Rubey Park from 6:30 p.m. to 7:30 p.m. to help with crowd management at the shuttle stop. ESPN will provide lighting towers at Rubey Park. ESPN said they are aware more busses are needed; they may have 5 to 6 busses reallocated to the event. ESPN does not think people will try and be at the X-games and at the concert. They will look at tickets sales to propose how to handle business. Law Enforcement requested signed, patrol and security to redirect walkers to the appropriate way between town and Buttermilk. ESPN will have security guards deployed to help with crowd management and egress after the concerts. Transportation suggested down valley buses be free. This is handled with RFTA and when the buses are free (New Year’s Eve), the city pays. This should be worked out between ESPN and RFTA. Issue: What is complete transportation plan for events, ESPN will provide before work session The application states Durant to be closed four days. ESPN told the committee they only request Durant street be closed Saturday and Sunday from 2:30 to 8 p.m. to allow efficient loading and unloading of the buses. The committee felt closing Durant street for four days was too long and too much inconvenience to residents on the south side of Durant. P8 II. ESPN requested Monarch between Durant and Hyman be closed for 8 days. Parking department stated that causes too many problems for businesses and residences. ESPN said they will look at full closure only on concert days. They will keep open the west side of Monarch for parking and traffic at times other than concerts. Issue: What do neighbors and businesses think. ESPN has not done any outreach as they are waiting for special events committee and Council review. We suggested they start informally before the work session to give Council a sense of neighborhood feeling. Attachments: Site Plan – Building Department calculations ESPN application P9 II. P10 II. P11 II. P12 II. P13 II. P14 II. P15 II. P16 II. P17 II. P18 II. P19 II. P20 II. P21 II. P22 II. P23 II. P24 II. P25 II. P26 II. P27 II. P28 II. P29 II. P30 II. P31 II. P32 II. P33 II. P34 II. DRAFT - PARK LEASE AGREEMENT THIS LEASE AGREEMENT has been made and entered into this ___ day of _________, 2013, at the City of Aspen, Pitkin County, Colorado, by and between Lessor City of Aspen, Colorado, a municipal corporation (hereinafter “City”) and lessee ESPN Productions, Inc. (hereinafter “Lessee”). W I T N E S S E T H: WHEREAS, the City is desirous of leasing Wagner Park and portions of City streets and/or sidewalks adjacent thereto, as specified herein, to the Lessee for the purpose of conducting an event known as the ESPN X Games Concert commencing on January 25th, 2014 and ending on January 26th, 2014; WHEREAS, the granting of this lease is for the limited purpose of the special event and related set-up and breakdown. NOW, THEREFORE, in consideration of the mutual covenants, terms and conditions contained herein, it is agreed as follows: 1. The term of the lease shall be for the time period from Monday, January 20th, 2014 through Tuesday, January 28th, 2014. 2. The City hereby leases to Lessee, Wagner Park and adjacent areas of streets and/or sidewalks to be determined by appropriate City of Aspen staff. (Please see attached Site Plan, Exhibit A and Operations Plan, Exhibit B) 3. In consideration of the lease of the property, the Parks Use Permit fee shall be Seven Thousand Five Hundred Dollars and no cents ($7500.00), (Parks Use Permit Fee – Exclusive Use), receipt of which is hereby acknowledged. 4. This lease is also conditioned upon the following: a. Grooming cannot occur unless there is a minimum of 18 (eighteen inches) of un- packed snow. If there is less than eighteen inches of natural snow as determined by the City of Aspen Parks Department (Parks) staff, the event may be cancelled as determined by Parks Staff or Lessee may bring sufficient snow to the site. b. Parks Department staff must be on site before any grooming or set up occurs. No exceptions. c. Only vehicles & equipment needed for event setup shall be allowed within the paved areas surrounding the park. Vehicle site access will be determined by Parks staff and will be indicated on the site and operations plans. (Please see attached Site Plan, Exhibit A & Operations Plan, Exhibit B). P35 II. 2 d. An operations manager will be named by the Lessee within their staff, and that person’s name and cell phone number will be forwarded to the Parks Department for all communications. e. There will be raised flooring of at least 12 inches within and in front of any tent and under any heaters. f. No grandstands will be allowed in the park unless they are completely floored with raised flooring of at least 12 inches. g. Event staff is responsible for breakdown of entire event including all fencing by 5:00 PM on January 28th, 2014 (end of lease period). h. Depending on the snow level of at least 18 inches of unpacked snow, to be determined by Parks staff, the park will be groomed once before the event in order to level the surface before installing flooring, stages, etc. All litter must be picked up before grooming can occur. i. Lessee has or will obtain all necessary food and alcohol licenses, parking permits and any other necessary permits. Lessee agrees to use the premises for no purpose prohibited by the laws of the United State, the State of Colorado or ordinances of the City of Aspen. j. Lessee shall post a cash or surety bond in the amount $40,000 to cover any potential damages to the park caused by the event. Any bond or other security, other than cash, shall be in a form approved by the City Attorney. k. Lessee shall pay a fee to re-sod Wagner Park if needed as determined by City of Aspen Parks Staff. The amount of this fee is still to be determined. l. Porta potties locations will be determined by mutual agreement between lessee and lessor. (Please see attached Site Plan, Exhibit A and Operations Plan, Exhibit B) m. Lessee is solely responsible for the security of the event site including security for the area surrounding the event and the public restrooms. Lessee shall provide security at least 1 hour before, 1 hour during and 1 hour after the event including securing the restroom areas on both sides and restocking restroom paper supplies. The secured areas shall include but not be limited to Wagner Park, the Galena Corridor (& fire pit area), the Mill Street/Hyman Corridor, and the Rubey Park & bus terminal areas. P36 II. 3 5. Lessee shall not construct any fencing or structures that will cause damage to the park, sidewalk or street. This includes metal staking. Lessee shall have all fencing structures/materials approved by Parks staff prior to installation. 6. Lessee shall remove any structures or fencing on the leased premises promptly upon the expiration of this lease. Failure to remove them within twenty-four hours following the expiration of the lease shall result in their removal by the City of Aspen or its assign at the expense of the lessee. 7. The applicant shall work closely with the City of Aspen Parks & Open Space Staff and Special Event Staff to plan, design, and execute the proposed special event. Lessee shall also abide by all recommendations or requirements as set forth by the City of Aspen special events committee. Lessee shall provide adequate passes to the event for Parks Staff as well as inform security on the status of parks staffing. 8. Lessee agrees to keep said premises in repair and free from all litter, dirt and debris and in a clean and sanitary condition; to neither permit nor suffer any disorderly conduct or nuisance whatever about said premises which would annoy or damage the leased premises or surrounding area. Lessee will perform litter control in the Mall area and Ruby Park at least 1 hour before, 1 hour during, and 1 hour after the event. Litter control shall include removal of all debris including glass, cigarette butts, bottles, food waste, etc. The litter patrolled areas shall include but not be limited to Wagner Park, the Galena Corridor (& fire pit area), the Mill Street/Hyman Corridor, and the Rubey Park & bus terminal areas. 9. The Lessee shall indemnify and save harmless the City of Aspen, its employees, and its elected and appointed officials, from and against any and all liabilities, damages, costs, expenses, causes of action, claims, suits, proceedings and judgments arising from the use of the premises as described herein. Further, at its own cost and expense, Lessee shall provide and keep in full force for the benefit of the Lessee and the Landlord (as named or additional insureds) during the term hereof or any extension or renewal period, general public liability insurance for claims of liability arising out of, occasioned by or resulting from an accident or otherwise in or about the Leased Premises, for Five Hundred Thousand Dollars ($500,000.00) each occurrence with a One Million Dollar ($1,000,000.00) general aggregate combined single limit covering bodily injury, property damage, and personal injury. In addition, if Lessee serves, manufactures, or distributes alcoholic beverages on the Leased Premises, Lessee shall carry liability insurance for such activity with limits in the same amounts as stated above. Further, Lessee agrees to furnish the City with a certificate of insurance, naming the City as a co-insured, as proof that it has secured and paid for a sufficient policy of public liability insurance covering all public risks related to the leasing, use, occupancy, maintenance and operation at the leased premises. P37 II. 4 The parties hereto understand and agree that City is relying on, and does not waive or intend to waive by any provision of this contract, the monetary limitations (presently $150,000.00 per person and $600,000 per occurrence) or any other rights, immunities, and protections provided by the Colorado Governmental Immunity Act, Section 24- 10-101 et seq., C.R.S., as from time to time amended, or otherwise available to City, its officers, or its employees. 10. Lessee agrees to permit agents of the City of Aspen to enter upon the premises at any time to inspect the same and to immediately close the business operation if it is deemed to be a health or safety danger or causing damage to the facility by authorized City employees or inspectors. 11. The City by this demise conveys no rights or interest in the public right-of-way except the right to use the area on such terms and conditions as are described herein and retains all title thereto. 12. Lessee agrees that the leased space may not be sublet for any purpose. 13. If legal action is taken by either party hereto to enforce any of the provisions of this lease, the prevailing part in any legal action shall be entitled to recover from the other party all of its cost, including reasonable attorney fees. Venue for any action shall be Pitkin County, Colorado. 14. Lessee agrees to comply with all laws, ordinances, rules and regulations that may pertain or apply to the leased premises and its use. In performing under the lease, Lessee shall not discriminate against any worker, employee or job applicant, or any member of the public because of race, color, creed, religion, ancestry, national origin, sex, marital status, physical handicap, status or sexual orientation, political affiliation, or otherwise commit an unfair employment practice. LESSOR: City of Aspen By: Stephen Ellsperman, Parks Director LESSEE: By: ESPN Productions, Inc. P38 II.