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CASE Committee Meeting Minutes 10-19-23 FINALCASE COMMITTEE MEETING MINUTES THURSDAY, OCTOBER 19, 2023 HYBRID FORMAT IN PERSON AT AVON TOWN HALL AND VIRTUALLY ON ZOOM CASE COMMITTEE MEETING MINUTES, 19 OCTOBER 2023 PAGE 1 | 4 1. ROLL CALL Present: Committee Chair Doug Jimenez, Committee Member Calyn Rieger, Danielle McNair, Lisa Mattis and Thomas Walsh Virtual Attendance: Committee Member Justin Chesney, and Pedro Campos Staff: Culture, Arts & Special Events Manager Danita Dempsey Absent: Special Events Coordinator Chelsea Van Winkle, Town Council Member Lindsay Hardy and Ruth Stanley Committee Member Lisa Mattis joined at 1:02 p.m. The meeting was called to order at 12:32 p.m. 2. PUBLIC COMMENT No public comments were made. 3. MINUTES Committee Member Calyn Rieger motioned to approve the minutes from May 18, 2023, and September 21, 2023. Committee Member Thomas Walsh seconded the motion and it passed unanimously. 4. STAFF UPDATE Third Party Producers Meeting CASE Manager Dempsey started the meeting asking for CASE’s opinion about bringing in Third Party Producers to do a review for 2023 and look forward to 2024. The Committee commented/inquired: A. It was great to put faces to names, but it is not direr. B. Is it a presentation of what they do or is it what they see in the future? C. I think we invite them every two years. It may be more beneficial next year. D. I thought it was quite helpful and it helped me connect and understand their events better including failure and success and how we could support them. I thought it was one of the more meaningful things we did. I think anyone who is new, we should absolutely do it but if the folks are on “cruise control” they may not need to come in. E. I think it is important for us to hear what they have to say with updates and details. Could be a brief presentation and run through. F. I am curious about Triple Bypass and XTERRA and how they did this year and what we could do better. CASE Manager Dempsey answered that the presentation is kind of both what they do and what they see the future. She continued explaining that they were brought in for a post event review, we looked at the data from a budget standpoint and then it was really relationship based. CASE Manager Dempsey wrapped up the conversation and stated that the events team tracks all the information from Third Party Producers and decided this year to share that information along with the post event debriefs and then in 2024 we will bring everyone in. CASE COMMITTEE MEETING MINUTES THURSDAY, OCTOBER 19, 2023 HYBRID FORMAT IN PERSON AT AVON TOWN HALL AND VIRTUALLY ON ZOOM CASE COMMITTEE MEETING MINUTES, 19 OCTOBER 2023 PAGE 2 | 4 2024 Meeting Schedule CASE Manager Dempsey then asked the committee about the 2024 meeting schedule. She explained that for the past three years, we have not met in June, July, and August. She feels that the CASE meetings in June and August may be crucial to keeping the ball rolling with the work that we will need to do in arts, culture, and heritage. The Committee commented/inquired: A. That sounds good to me, I can’t guarantee I will be there, but I will try and want to keep the momentum. B. Understand that we are all busy in the summer so it may have lower attendance. C. I think the travel piece to other communities is really valuable. D. I think it is reasonable to add in June and August and there was consensus with the group. CASE Manager Dempsey then share that pending Council budget approval, there will be a lot of travel scheduled for us to go to other communities that have arts and heritage programs. She explained June and August may be more travel time than sitting in this environment. Staff Report CASE Manager Dempsey then went through the CASE and Council work session packet (available at Avon.org) and detailed out the opening comments that entail the work that is ahead of the CASE Committee. She explained that there are specific items that are going to Town Council that will be discussed individually. 1. Summer’s End Concert: We spoke last month about Summer’s End and what to do with that event, we will pose the same question to Town Council. The recommendation is, if it continues, to move it to Saturday and add additional funds for talent, advertising and activation that is currently not in the budget or to cancel that event and no longer produce it. 2. XTERRA USA: XTERRA in 2023 went well although attendance was softer than previous year, but they learned moving it to August that it did not allow international athletes to participate. CASE Manager Dempsey went into more detail of how XTERRA has worked in the past, provided recommendations for the future and how to manage the vendors and their future participation in what the XTERRA group is looking for. The conversation ended with $10,000.00 in cash, plus in-kind and an addition of an XTERRA Family Dinner at $5,000.00. The brand is an impressive global brand that we would like to continue to align with. The room nights are minimal in Avon over Beaver Creek, but their reach is very broad. The Committee commented/inquired: A. Clarification on the Avon XTERRA event being International or USA championships. B. In full support of the XTERRA event as it aligns with the community goal and brings in attendance. C. Are there other activations we could support the Avon Brand at XTERRA like a “Kids Triathlon Event”? Or additional vendors that are local? D. I enjoyed the XTERRA event as a spectator and in full support. E. In favor of providing funding. F. Is XTERRA operating at a loss or making money? CASE COMMITTEE MEETING MINUTES THURSDAY, OCTOBER 19, 2023 HYBRID FORMAT IN PERSON AT AVON TOWN HALL AND VIRTUALLY ON ZOOM CASE COMMITTEE MEETING MINUTES, 19 OCTOBER 2023 PAGE 3 | 4 CASE Manager Dempsey clarified that it is the America’s USA Championships. Dempsey explained the activations and crossover we have had with XTERRA in the past with Lakeside Cinema, Open Water Swim, SunsetSUP and other events but said there is always opportunity to do more and hopes the Thursday night event will do that. She stated that XTERRA operated at a loss this year for the USA Championships. 3. Pre-Launch for Heart and Soul and Best of the West: This is in the budget and needs to be explained to Town Council why we are asking for the money so early since those events will be in 2025. We need the funds in 2024 to get in early publications for Winter of 2025. Hopefully it will coincide with the Skate Plaza and Restrooms. The Committee commented/inquired: A. Are there any updates on the Skate Plaza and restrooms? B. How do you see this integrating with Avon and the park? CASE Manager Dempsey said there will be a November Planning and Zoning (PNZ) Meeting on November 7, 2023, to determine how the Skate Plaza moves forward and CASE is invited to attend. Committee Member Campos provided an update as he is working on this project with his company and the Town of Avon. He spoke about the non-profit Avon Skateboard Coalition, who has put an application in for a $1 million dollar Colorado grant for the Old Town Hall Site in conjunction with restrooms, additional parking spaces, etc. We selected a group called New Line Skate Parks and they are very talented and have done the first round of concept design and they owe back revised concepts for the November meeting. It goes to Town Council on November 14th; he explained that Town Council is not 100% in favor as some council members are not convinced it is the best use of the land. He said my personal opinion is at first, I was skeptical, but after more information and the approach of the Skateboard Coalition which is equity-based community design process that his mind has changed. It will bring a different sector of the community together like kids, women groups, other sports, etc. in an inclusive and safe space. Part of the project is it needs to be multi-use and be used for events which will be a big talking point for Town Council. 4. Mural Location: We have a new mural going in and there are two location options that Town Council will decide on. CASE Manager Dempsey then reviewed what Tuesdays Council and CASE Work Session would look like. In April, there were comments made that there was a disconnect with Town Council and what CASE Committee was looking to do. What is the disconnect and how can we bridge the gap? CASE Manager Dempsey stated based off the discussion last month, she put together an extensive marketing report which includes our tactics and how they were performed. She explained that we have taken under our wing the advertising, marketing, and promotions for events and went through the 2023 Events Digital Marketing Summary (available at Avon.org). She detailed the differences in the marketing tactics and how they work. She explained that the overall goal is for brand awareness and attendance, and we did that this year as all measures are up. We increased all tactics, increased attendance at events and reached our community. The Committee commented/inquired: A. What big projects does Avon have for 2024? CASE COMMITTEE MEETING MINUTES THURSDAY, OCTOBER 19, 2023 HYBRID FORMAT IN PERSON AT AVON TOWN HALL AND VIRTUALLY ON ZOOM CASE COMMITTEE MEETING MINUTES, 19 OCTOBER 2023 PAGE 4 | 4 B. I would sell it as we have a ton of housing and projects (condos & hotels), and we need to be ready for that and that is growing the Special Events Budget. C. What is the downside of not getting the budget for the 2025 events? D. Yes, there is still a disconnect and it is because people change in the seats and have different opinions. For example: we launched Summer’s End, put a big band on the stage and saw success and then they cut the budget, and the event became unsuccessful. We do not want that to happen with future events. E. Expressed the variations and thoughts in decision from Town Council are not consistent. F. I would like to see Council members participate more in Avon Special Events to help them realize the value that it brings to the community. G. We need them to look at the new events as an asset like they see Salute to the USA. Explain to them that these events are going to look like Salute to the USA and that it is going to increase our brand awareness. H. This all shows that we have the same budget and are spending it more effectively. CASE Manager Dempsey responded that if we don’t get the budget for pre-launch, it means we delay those events another year. It is a $15,000 investment and we will be ready to come back in April and show them what it will look like in 2025. 5. ADJOURNMENT The meeting was adjourned at 2:04 p.m. Respectfully submitted by: Chelsea Van Winkle Specials Events Manager