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HomeMy WebLinkAboutagenda.council.worksession.20150330 CITY COUNCIL WORK SESSION March 30, 2015 5:00 PM, City Council Chambers MEETING AGENDA I. ACRA Supplemental Budget Request II. Wheeler Box Office/Lobby Remodel Design Plan Review 1 MEMORANDUM To: City Council Cc: Randy Ready Don Taylor From: Debbie Braun, President Julia Theisen, VP sales and marketing Date: March 16, 2015 Re: 2015 Destination Marketing - Supplemental Budget The lodging tax revenue dedicated to destination marketing generated $274,800 over the projected budget for 2014. Please find attached a budget for approval of these marketing funds. The budget will also be presented at the March 30 th council meeting. This budget has been reviewed and approved by ACRA’s Marketing Advisory Committee. The allocations on the budget were selected to achieve strategies and goals as outlined on ACRA’s strategic plan and strengthen our existing programs to achieve maximum results. Key initiatives for this budget include stronger representation of the arts and cultural programs the significantly drive Aspen’s summer tourism, a more robust campaign for our spring and fall seasons which have been identified as growth periods and fresh images, video and b-roll that support our ongoing marketing efforts. We believe that the supplemental budget will broaden our existing programs for our integrated marketing campaign that will result in maximum return for our tourism economy. Please don’t hesitate to contact us with any questions on this information. P1 I. PRELIMINARY DM SUPPLEMENTAL BUDGET AMOUNT Office Manager 49,300 Arts & Culture Campaign 50,000 Spring / Fall Campaign 20,000 Video Series 20,000 Photography 25,000 4th of July Laser show 25,000 UPC 25,000 XGames 15,000 Wedding Campaign 20,000 Updated b-roll 10,000 Website Enhancements 8,000 Seasonal Marketing 7,500 TOTAL 274,800 P2 I. NOTES New Employee - salary/benefits advertising campaign, video, micro-site Spring - Secret Season promotion, Fall - mid week promotion to highlight notable talent from various sectors of Aspen renewal of photography from Defy Ordinary campaign, new images for social, editorial, print Place holder if fireworks are cancelled $25K budgeted, addtional $25K requested 10% increase from $150K budgeted Group sales - promote off season weddings for broadcast TV other marketing opportunites that are presented in Q2 P3 I. Page 1 of 1 MEMORANDUM TO: Mayor and City Council FROM: Pete Strecker, Assistant Finance Director THRU: Randy Ready, Assistant City Manager MEETING DATE: March 30, 2015 RE: Remodel Project at the Wheeler REQUEST OF COUNCIL: Staff is presenting the conceptual plans for renovating key spaces within the Wheeler Opera House, scheduled to commence Sept. 2015. At this time, Council feedback on the proposed design and direction to proceed with soliciting bids is being sought. BACKGROUND: Approved in the 2015 Budget was $3 million to renovate remaining spaces within the Wheeler Opera House that have not been addressed in either of the last two major renovations (2011 and 2013). These spaces include the box office, bar, patron restrooms, and back of house spaces on the second floor and pit level. Additionally, resources are intended for improvement to heating and cooling of the building and for replacement of the roofing membrane. On November 16, 2014, Council reviewed and approved the architectural contractor (Charles Cunniffe Architects) to develop plans. Since that time, draft plans have been shared with the Wheeler Board and have received strong support. Further outreach with ACRA, which has a permanent presence in the box office space, has occurred and was positive. DISCUSSION: Patron spaces where renovation is being focused have not been updated since the mid-1980s and are the final spaces within the building that are in need of attention. Included in the proposed design plans are key improvements to: • expanding the existing box office space for greater patron staging prior to “open doors”; • expanding the patron space around the bar for a more open feel and greater mobility, and to add greater flexibility for use of the space as a venue for smaller events; • eliminating pinch points associated with access to second floor restrooms and improve service levels at the bar itself; and • improving the heating and cooling of the building, making the patron experience more enjoyable and the historic building more “green”. FINANCIAL/BUDGET IMPACTS: There are no financial impacts associated with this request to proceed. Rather, the intent of this information is to keep Council informed and to ensure the bigger picture is in line with Council expectation. P4 II.