CASE Committee Minutes 01-16-20JANUARY 16, 2020 - CASE COMMITTEE MEETING MINUTES PAGE 1 | 4
CASE COMMITTEE MEETING MINUTES
THURSDAY, JANUARY 16, 2020
AVON TOWN HALL, 100 MIKAELA WAY, AVON, CO
1. ROLL CALL
CASE Committee Chairperson Lisa Mattis called the meeting to order. The time was 1:09 p.m.
Present:
Committee Members – Lisa Mattis, Timothy Haley, Chris Cofelice, Pedro Campos, Jason Denhart,
and Ruth Stanley
Avon Town Council - Amy Phillips, Jake Wolf
Town Staff - Eric Heil, Charise Bishop, Danita Dempsey, and Ineke de Jong
Absent:
Committee Members – Kathy Ryan
Town Staff - Mikaela Liewer
2. APPROVAL OF MINUTES
Pedro Campos moved to approve the minutes from the November 14, 2019 CASE Committee meeting.
Chris Cofelice seconded the motion and the motion passed unanimously.
3. P UBLIC COMMENT
No public comments were made.
4. LABOR DAY ART FESTIVAL
Staff announced a new three-day arts festival over Labor Day organized by a company, Colorado
Events Incorporated. There were no plans previously for special events in Avon over Labor Day
Weekend. Additionally, Staff acknowledged this event fits well for many reasons one of which they
are not requesting any in-kind or cash contributions. Staff vetted the organizer with other towns that
have worked with this organizer and they come recommended.
The committee commented/inquired:
A. if there “…would be time in between events for the company to successfully produce an event
in Avon…”, and staff believes there to be adequate time.
B. The committee seemed comfortable with the organizer’s credentials and written response.
C. “…about the timing of other regional arts festivals…”
D. Councilor Phillips made note that the only other events going on locally were the Oktoberfest
festival in Beaver Creek and Gourmet on Gore in Vail.
E. “…the word “arts” should be in the name to promote the type of event it is.” Staff stated the
organizer’s current working title is Avon Art Festival.
5. 2020 E VENTS CALENDAR
Chairperson Mattis asked the CASE Committee if there were any comments on the 2020 Events
Calendar and there were none.
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6. CULTURAL , ARTS, & SPECIAL EVENTS STRATEGIC PLAN DRAFT
Eric expressed how they were not nearly as far as they would have expected to be on this document.
They think it is more important to have a solid vision of what it should be. Similar to other town
documents, he wants it to be functional guidance for multiple audiences including the CASE
committee, the special events department, the public, town council, and third-party vendors and
organizers. The conceptual idea staff has for the CASE Strategic Plan would be:
A. Purpose
B. Introduction
C. Background
D. Past Events
E. Vision Statement- which expands beyond Special Events but includes culture and arts.
F. Long-Term Vision
G. Inventory of Assets- Stage, Pedestrian Mall, etc.
Eric stated it is important for the town to produce this document, rather than an outside party
because it will be more easily revised. It can be a living document, unlike some other town
documents that have been produced by outside agencies and cannot be altered. Eric stated he does
not think there needs to be a rush on the document, but instead there needs to be time for the CASE
committee to collaborate with council and allowance for plenty of time to review and revise. Ideal
timing for the draft could be Spring 2020 and maybe the final document could be complete by the
Summer. Chairperson Mattis stated that the committee need s to discuss what to include in this
document, specifically language and tactical ideas. The following questions are intended “to get to
the root of that content.”
a. Creative Exercise:
In a creative exercise, Chairperson Mattis asked the committee the following two questions:
i) What do you love most about our events and culture in Avon?
The committee responded:
A. The calendar of events is varied and diversified.
B. Our unique infrastructure such as the beach, the lake, the field, the park, the connectivity to
main street, and the gondola.
C. Most of events are inclusive and free, all walks of life participate.
D. The culture and arts focus the CASE committee is embracing, rather than just special events.
E. The evolving tribe that has developed in Avon. Every year many of the same people atten d,
but the “tribe” seems to evolve over time and is a little bit different each event.
F. People really loved the piano outside of the recreation center - could we bring that back?
G. During Salute, the entire town in activated. Visitors assume this is the feel ing of living here
every day.
H. That the lake is once again being used for water activities.
I. The micro-community that has developed on the north side of the interstate. Its developed from
a cast of characters that share a sense of camaraderie.
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J. Avon is community driven.
K. There is a viral sense of community that is recognized by people from outside the community.
L. Salute is the explosive sense of how we all get down.
M. The tagline is back! Avon is back to “Heart of the Valley” and everyone approves.
N. The music scene.
ii) What do you love about the potential for events and culture in Avon?
A. Using our different events and art installations as self-marketing tools, such as promoting
hashtags.
B. Participatory Art Installation. Examples include Silverthorne’s Before I Die chalkboard.
C. Paddleboard Yoga activities or dock- maybe have a couple docks just sitting in the lake all
summer.
D. A giant inflatable playground on the lake.
E. Ticketed Events- This was a topic that the committee felt was important. They felt citizens were
promised bigger events with the stage and that promise has yet to be kept. Staff said to get
bigger events to the stage it would take investment from the town. That is somethi ng that
should be discussed with council.
F. More integration and collaboration with the Recreation Department for events i.e. a shared
calendar
Three concepts that staff proposed were:
1. Sundays on the Terrace: This would be live music every Sunday from around the
beginning of sunset until dark. Staff thinks it would be a great way to utilize the
terrace and support local artists. The committee supported the idea but debated
whether alcohol should be sold. While Staff was recommending selling alcohol, the
committee felt it would be more inclusive and inviting if the Sunday’s on the terrace
were BYOB. The committee inquired about the liquor strategy, and staff confirmed
that would be discussed at council on the 28th. The committee also suggested that
the music could be diverse. Acoustic solo artist one evening, silent disco one
evening, even a comedian another night.
2. Best of the West: This would be a free, low-key, grassroots music festival that
could grow overtime like other regional festivals. It could start out as a one-day
event, with the potential to grow into a three-day event. The purpose of it would be
to showcase Colorado musicians and bands, specifically on the western slope that
perform original music. The committee liked the idea, but some co mmittee
members questioned whether this is something people really would be interested
in. The committee inquired if it could be ticketed, but Eric thinks that would take
some time before it evolves to that.
3. SUP Regatta: The SUP Regatta was originally suggested by Councilor Prince and
was overwhelmingly supported by the CASE committee. It aligns with committee’s
overall goal to partner with the Rec Center for more water activities. It would activate
the lake and the beach and would involve a music componen t. Danita is working
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with Javier from SUP to figure out what type of competitions to incorporate. It could
be from the back of the terrace where people could pull up on their paddleboards.
Could also incorporate a water lantern festival, which could be something that
involves messaging loved ones or working with a nonprofit. Two suggestions that
were supported by the committee were working with either Revolution Power Yoga
or Chris Lindley, from Eagle Valley Behavioral Health. Councilor Phillips thought if
this is a health-focused event with yoga and SUP, we could incorporate a vegan
food competition. Eric thought that bringing back the cardboard regatta would be
popular and a great way to incorporate kids into the event and everyone agreed.
Eric wanted to talk about this again at the next CASE meeting because there are so
many good ideas, he thinks we can further refine the details at another meeting.
Other issues discussed by the committee and staff:
A. If CASE requests council to sponsor a special event, there needs to be a minimum
three-year commitment to give it time to grow.
B. Any money the town provides to sponsor an event should be considered an investment
rather than a risk, even if the event is a “loss” for a few years.
C. Many committee members preferred the idea of a produced event, but staff did say that
would be expensive compared to a town-produced event. The committee felt it would be
worth it but would have to discuss that option with council.
7. TOWN COUNCIL W ORKING S ESSION PREPARATION
CASE is planning to present to council on January 28th, for about 90 minutes. They should arrive
around 5:30 PM. The CASE committee should be bringing up these three events discussed today and
their support for it. CASE should be collaborating on the vision for 2020 with council but providing
guidance. Staff can help frame the policy questions: Here is where we are, expanding our cultural plan
beyond events, here are the event ideas, what is council’s appetite to fund a ticketed event and take a
portion of risk in that endeavor, etc. Block Party path or produced event?
How should we setup the room? The committee think its more beneficial without a face-off situation
and instead an integrated meeting.
8. 2020 CASE MEETING DATES
CASE meeting dates should be included in the packet sent out to all CASE committee members.
9. ADJOURNMENT
Meeting was adjourned at 1:46 P.M.
Respectfully submitted by:
Charise Bishop
General Government Intern