CASE Committee Meeting Packet 2.16.2023
970-748-4065 ddempsey@avon.org
TO: CASE Committee FROM: Danita Dempsey, CASE Manager
Chelsea Van Winkle, Special Event Coordinator
RE: Staff Update
DATE: February 13, 2023
SUMMARY: This report provides an updated (1) 10-Year Vision and (2) Culture, Arts & Special Events
Strategic Plan. The 10-Year Vision is the roadmap to achieve the Strategic Plan, which provides tangible
action items to achieve the near- and long-term goals.
CURRENT / PLANNING ACTIVITY: The 10-Year Vision updates include the addition and/or removal of
event listed below. And refinement of the language where needed and placing events in chronological
order which more accurately aligns with our calendar (Spring through Winter). The 10-Year Vision is
provided as Attachment A. Minor adjustments were made to the Strategic Plan such as adding the La
Zona project which will be further developed as public engagement is gathered and Council direction
provided. The Strategic Plan as provided as Attachment B.
1. Signature Events: Defined as a reoccurring yearly event or event series with strong association
with Avon (brand recognition and brand equity), directly support Avon’s culture, arts, and event
purpose and vision, and typically with attendance of more than 3,000. The Avon community, Avon
staff, and main athletic field can accommodate/tolerate a large signature event once every three to
four weeks during the summer (defined as 3,000+ attendees). Below is a list of those events that
are (1) already identified as signature, or (2) being developed for Town production in the next two
to five years.
a. + Ultimate Après Avon
b. + Triple Bypass
c. - Circus Colorado
2. Activation Events: Defined as other reoccurring events and activations that are well-established
and provide a variety of culture, activities and attractions for the Avon community and Avon visitors,
including local live music on Lettuce Shed Lane on Saturdays
a. + Egg Hunt
b. - Weekly Art Expo / + Art Pop Up Experiences
c. + Vail Valley Brew-Au
d. Holiday Tree Lighting
e. + Fireworks in Avon
f. Ice Skating on Nottingham Lake
Furthermore, to streamline Committee discussion and refresh our collective memories, I have provided the
Adopted CASE Committee Meeting Minutes reflecting prior discussions resulting in adjustments made to
either one or both documents. The Minutes are provided as Attachment C and meeting dates in
chronological order are:
1. April 16, 2020
970-748-4065 ddempsey@avon.org
2. May 21, 20220 3. December 16, 2021
4. January 27, 2022
5. February 17,2022 (Note the March 2022 meeting was cancelled and minutes not formerly
adopted.)
Thank you, Danita.
ATTACHMENTS:
Attachment A - 10 Year Vision
Attachment B – Draft V5 Cultural Arts Strategic Plan
Attachment C – Adopted CASE Committee Meeting Minutes
REVISE DRAFT V4 10 YEAR VISION DOCUMENT FOR CASE – February 16, 2023
Page 1 of 7
A 10 YEAR VISION FOR
CULTURE, ARTS AND SPECIAL EVENTS
IN AVON IN 10 YEARS (2032)
[NOTE: This document describes the status of events in 10 years, i.e., 2032, to provide a vision of
the character and scale of special events with continuous support over the next 10 years.]
INTRODUCTION: By 2032 an additional 500 hotel rooms and 300 condominiums available for short term
rental have been constructed, increasing the Town’s bed base from 1,200 to 2,000. Alcohol and sponsorship
sales are a significant revenue source for each event and are not projected in this draft. Improvements to
East Nottingham Park will be completed and we will have public restrooms that can routinely accommodate
2,000-2,500 person events. The Old Town Hall site has been redeveloped with public restrooms, art
installations, concession space and storage for event assets (alcohol, tents, tables, chairs, signage, etc.).
The rock retaining wall, entire main athletic field and Avon Performance Avon Performance Pavilion has
cohesive design and appears as an “event venue”. The Metcalf Cabin has either been removed and that site
redeveloped, or it has been remodeled to create a second green room with a shower that can be used for
summer camp, community meeting space, or additional support space for private events on the Terrace and
some storage space to serve events. The west end of the Main Street Mall is developed and has established
a focal point and natural gateway to the east end of Nottingham Park. There is little, if any, change to the
parking lot or Parks garage area because both facilities are needed to serve the park.
Signature Event: Defined as a reoccurring yearly event or event series with strong association with Avon
(brand recognition and brand equity), directly support Avon’s culture, arts, and event purpose and vision, and
typically with attendance of more than 3,000. The Avon community, Avon staff, and main athletic field can
accommodate/tolerate a large signature event once every three to four weeks during the summer (defined
as 3,000+ attendees). Below is a list of those events that are (1) already identified as signature, or (2) being
developed for Town production in the next two to five years.
Early-April: Ultimate Après Avon – This multi-day ticketed event began in 2022 and attracts
over 2,500 residents and visitors as the winter sports season begins to conclude
and Spring is approaching. The open-air event draws 100+ breweries, ciders,
wineries, and spirits, features local and/or regional talent and crafted culinary
experiences uniquely Avon. The ROI is high due to placement on the calendar and
being widely known as the “beer festival not to miss”, the event fills Avon lodging,
dining, and retail/service establishments. The Town subsidizes with in kind and
cash support.
Early-June: Pride in the Park - This single-day free event attracts over 2,500 residents and
visitors who come to Avon specifically to support the diversity and inclusion that
Pride in the Park represents. The events primary focus is driving visibility, equity,
and inclusion of the LBGTQ community. The event includes a fashion show, talent,
DRAG show, parade, yoga in the park, renowned speakers and live music featuring
REVISE DRAFT V4 10 YEAR VISION DOCUMENT FOR CASE – February 16, 2023
Page 2 of 7
local and/or regional talent. The return on investment (ROI) is modest for this single
day event. The Town subsidizes the event with in-kind support.
Mid-June: Best of the West – This multi-day festival environment features a Friday evening
musical performance at the Avon Performance Pavilion, all day Saturday and
Sunday performances, multiple stages on Town owned property and at stakeholder
properties (i.e., Westin Riverfront Resort Plaza, Ein Prosit/Loaded Joe’s Parking
lot), evening performances at multiple bars and restaurants, focused on original up-
and-coming Colorado-based talent. In addition to live music, this event includes
unique experiences such as song writing workshops and musician workshops
supporting a strong opportunity for musician camaraderie and collaboration.
The talent mix will offer opportunities for up-and-coming Colorado-based bands
along with cameo guest appearances by national talent with Colorado connections
(Motet, String Cheese, Lettuce – it’s a long list). Attendance is 5,000 to 8,000 per
day.
Avon “owns” this weekend in the Vail Valley and Best of the West is the primary
attraction for Eagle County Residents as well as visitors to Avon, Beaver Creek, and
Vail. This Festival is free for attendees. The expense budget is approximately
$200,000 with a minimum of $100,000 allocated to support talent. The event
generates revenue from alcohol sales and sponsorship.
The ROI is high by filling Avon accommodations and providing a strong retail
weekend for restaurants and other retail establishments early in the summer. Best
of the West is unique with musician focused elements and activations which is not
typical of a concert festival and affords an inherently strong Colorado focus. Theme
elements of culinary creations, craft beer and ciders, spirits and Colorado made
goods (i.e., “Taste of Colorado”) are incorporated throughout with numerous
opportunities for Colorado vendors. Best of the West is trademarked so that the
name/title cannot be used by any other music festival.
Mid-June
through August: AvonLIVE! – AvonLIVE! is a 12-day free concert series that “owns” Wednesday
nights in Eagle County. The series begins the second Wednesday in June and
culminates on the Wednesday prior to Labor Day Weekend. The talent line-up
features five national travelling acts ($5-$10k talent budget per act); five mid-tier
national acts ($15-$25K talent budget per act) and two well-known national acts
($40-$60k talent budget per act). Concerts are free to attend and include numerous
food trucks/vendors, art and local goods, and kid friendly activities. The expense
budget is $300,000 ($237,000 talent, $5,000 per show for support - $60,000). The
event generates revenue from alcohol sales and sponsorship.
Early-July: Salute to the USA – Avon’s premier family-focused signature event held July 3rd
for over 35 years in celebration of our nation’s Independence. A typical year sees
between 20,000 and 25,000 in attendance. Avon is known for its impressive
fireworks, drone, and/or lasers display which is the key element of Salute to the USA
REVISE DRAFT V4 10 YEAR VISION DOCUMENT FOR CASE – February 16, 2023
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and attending the event has become tradition for residents and visitors alike.
Hundreds of families and friends gather in the park early to enjoy a day at
Nottingham Park arriving early to reserve their “seats”. The free event features
festival-style food offered by over 30 food trucks/vendors, kid-friendly activities,
multiple town operated alcohol concession locations, live performance artists
(buskers, acrobats, live painting, sculpting, etc.) and a well-known national touring
artist (i.e., Ziggy Marley, Markus King Band, Los Lonely Boys, etc.) The expense
budget is $295,000 and the event generates revenue from alcohol sales and
sponsorship.
Mid-July: Triple Bypass - The Triple Bypass is a well-known, esteemed cycling event which
can be, for some participants, a pinnacle of achievement and a must on the bucket-
list. Attracting cyclists from all over the country with 4,200 to 6,000 participating in
the single day ride. The Triple Bypass has hosted the finish celebration in Avon for
over two decades offering massage therapists, free food and beer, live DJ, bike
coral, and industry expo vendors (i.e., apparel, bike accessories, etc.). The Triple
Bypass was created over 30-years ago and takes riders 120 miles from Evergreen
to Vail with more than 10,000 feet of elevation gain over the tops of Juniper Pass
(11,140 feet), Loveland Pass (11,990 feet), Swan Mountain and Vail Pass (10,560
feet). The event ROI is high with event participants and their families lodging and
dining in Avon. The Town subsidizes the event with in-kind support.
Late-July: Avon Arts Celebration – A weekend long art festival attracting over 100 artists
from around the United States which has solidified Avon as a “art community”. The
three-day festival is free to attend and attracts over 3,000 second homeowners,
primary residents, and visitors alike. The multi-day festival features fine art, crafted
culinary oils, sauces and spices, string musicians, and a variety of wine and spirits.
The ROI is high and provides value for guests already in Town and incentive to
spend their money in Avon. The Town subsidizes the event with in-kind support and
cash support.
Early-August: Dancing in the Park - The collaboration between the Town of Avon and the Vail
Dance Festival (production of Vail Valley Foundation) enabled both entities to grow
their footprint in the dance and art communities and attracts over 2,500 residents
and visitors. Dancing in the Park expanded to include an artist in residence
program, summer dance-camp for local youth and bi-monthly free performances at
the Avon Performance Pavilion by regional dance teams. The ROI is modest as it
attracts mostly those who are already in Town. The Town subsidizes the event with
in-kind and cash support.
Early/Late-
August: TBD – There is capacity to add one or two signature events from early to late
August. Avon’s success with the Heart and Soul Festival has generated competitive
interest from Private Producers to create one or two signature events in this period.
Private producers have established and executed successful signature event(s)
during this period window. Town’s budget is $150,000 to $300,000 annually to
support one or two signature events during this period. ROI is modest because
accommodations would be filled for these weekends without the event. Attendance
REVISE DRAFT V4 10 YEAR VISION DOCUMENT FOR CASE – February 16, 2023
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is projected to be 5,000+ per day. These signature events are destination events
that attract visitors who stay in Avon, Beaver Creek, and Vail.
Labor Day
Weekend: Summer’s End – Nottingham Lake is a two day “best beach party in the Rocky’s”
event involving water activities, cardboard regatta, SUP races, multiple bands
playing on the Terrace (SunsetLIVE!), and multiple children’s activities. Well known
regional talent at the Avon Performance Pavilion, vendors on the main athletic field
and artist displays, close out the weekend long, family-friendly, event that is the “go
to” summer finale celebration for Eagle County residents and visitors. Attendance is
2,500 to 5,000. The ROI is high attracting holiday travelers and filling Avon
accommodations and providing a strong retail weekend for restaurants and other
retail/service establishments. The expense budget is $150,000 and generates
revenue through alcohol and sponsorship sales.
Mid-September: Heart and Soul Festival – Avon’s bookend and namesake multiday festival begins
on Friday evening and runs through Sunday evening. Headline music performances
at the Avon Performance Pavilion with complimentary evening performances
coordinated at bar venues in Avon. Attendance is 7,000 to 10,000 over the course
of the weekend. Well known national touring acts that have an established Colorado
fan base and appropriate for Avon headline the festival. In addition to Eagle County
residents, the festival targets festival goers of all ages as well as front range college
students who are ready for a weekend mountain road-trip 4-5 weeks into their fall
semester.
This ticketed multiday event sells out in advance and a “must do” for locals and
visitors alike. Single day tickets are $100 or more and multi-day festival tickets are
$200 or more. Expense budget is $1,300,000 with $900,000 to $1,000,000 available
for talent. This festival operates in the black between ticket sales and alcohol sales.
ROI is very strong by filling Avon’s accommodations for a long weekend in mid-
September as well as creating another “super-retail” weekend for Avon restaurants
and businesses. Heart and Soul Festival has national recognition and is a
destination event for visitors.
Late-September: TBD – There is capacity to add one more signature event in late September. Avon’s
large-scale event success and venue capacity (8,000-15,000 people) has generated
competitive interest from Private Producers to create a new ticketed and signature
event during the fall season. Private producers have expressed interest in hosting
top tier talent in venues which can accommodate more than 3,700 people in an
outdoor venue (Dillion and Ford Amphitheater do not have this size capacity venue).
Town’s budget is $150,000 to $300,000 annually to support one signature events
during this timeframe. ROI is modest because accommodations would be filled for
these weekends without the event. Attendance is projected to be 5,000+ per day.
These signature events are destination events that attract visitors who stay in Avon,
Beaver Creek, and Vail.
REVISE DRAFT V4 10 YEAR VISION DOCUMENT FOR CASE – February 16, 2023
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Early-October: Man of the Cliff: Man of the Cliff is a multi-day event that draws 5,000+ attendance
over the course of the weekend and closes out the summer event season in Avon.
Man of the Cliff is an inclusive, recreation, timber sports competition open to people
of all ability levels. The event begins with a Friday evening kick-off charity dinner
followed by a full day of robust, cheerful, and entertaining lumberjack style
competitions. The ROI is high attracting visitors on a typically softer weekend by
filling accommodations and providing a strong retail weekend for restaurants and
other retail/service establishments. The Town supports Man of the Cliff with in-kind
support and a cash support.
Activation Events: Defined as other reoccurring events and activations that are well-established and
provide a variety of culture, activities and attractions for the Avon community and Avon visitors, including
local live music on Lettuce Shed Lane on Saturdays.
Spring to Late Summer
Early-April: Egg Hunt – This family-oriented Easter holiday weekend event is tradition for many
locals and has broad demographic and sociographic appeal. The event has grown
to over 2,000 in attendance and families enjoy a petting zoo, inflatable features,
coloring contests, jellybean guessing games, a visit from the Avon Bunny as well as
finding over 10,000 eggs filled with age-appropriate candies and toys. The expense
budget is $20,000.
Memorial Weekend-Labor Day Weekend:
Sundays: SunsetLIVE! – This event series which regularly occurred on Sunday evenings has
expanded to include Saturday evenings when not in conflict with other events. The
series runs from Memorial weekend through Labor Day weekend. Talent is a mixture
of local and regional performers. The premise area is the Terrace and the adjacent
southern lawn area. There are typically up to 26 SunsetLIVE! performances during
the summer attracting up to 400 people each. The expense budget is $52,000.
Early-June: Art Around Avon & Walking Tour – Avon’s temporary art program is a pinnacle in
the regional art community with 30 locations which rotate in/out every two years.
Artist from all over the State of Colorado submit their works to be selected in Avon’s
renown program. The program includes outdoor and indoor exhibitions featuring
multiple mediums such as sculpture, photography, painting, etc. and Avon’s
collection of playable musical instruments, 10 historical markers driving awareness
to Avon’s heritage, and four large scale murals. Each year the Walking Tour attracts
several hundred residents and visitors who come to appreciate Avon’s temporary
and permanent collections.
June-August: Art Pop Up Experience - The Art Pop Up Experience is on the Main Street Mall
twice monthly in June, July, and August. The Art Pop Up Experience expo has
expanded to include the entire length of the Mall, the Westin “terrace”, and Lake
Street regularly attracting 30-50 artists and vendors. It has become a feeder event
for the Avon Arts Celebration and further identified Avon as an art community.
REVISE DRAFT V4 10 YEAR VISION DOCUMENT FOR CASE – February 16, 2023
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June-Mid-Sept.: Terrace Shows – A series of six to ten ticketed shows are held on the Terrace
during the summer, primarily on Thursday or Saturday evenings. Seated capacity is
250-300. The Terrace is ideally suited for intimate performances featuring jazz
musicians and talented singer/songwriter performers. The Terrace Shows have a
strong relationship with Vail Jazz, Bravo! and Vilar Performing Arts Center as an
alternate venue option. Ticket pricing is $35-$60 and talent budget is $9,000 to
$12,000. Terrace Shows are held on Thursday or Saturday nights to fit opportunities
to book talent and properly market these shows.
July-August: Lakeside Cinema – Family friendly films are shown in Nottingham Park on selected
Friday evenings in July and August. Local bands are set up on a portable riser stage
in front of screen. Attendance is 600 and has broad demographic and sociographic
appeal. This is a free event and a BYOB event. A small selection of food and
specialty vendors are available.
Mid-August Vail Valley Brew-Au - This single-day ticketed event began in 2018 and attracts
over 1,500 residents and visitors. The open-air event draws 70+ breweries, ciders,
and features local and/or regional talent, family friendly activities and numerous
supporting non-profit organizations providing uniquely Avon experiences. The ROI
is modest, and the Town subsidizes with in kind and cash support.
Early-Sept.
/October: Storytelling at Lettuce Shed Lane - Gathering around the firepit, sipping on
something warm, and sharing Avon and Eagle County’s history is uniquely Avon
and become a local favorite. Hosted monthly at Lettuce Shed Lane on the Main
Street Mall in the early evening and featuring members of the Eagle County
Historical Society and well-known storytellers the activation entertains 20-40 people.
Late-November: Thanksgiving - [There is a potential music performance event that would be during
Thanksgiving week which we might be able to institute in 2024. This would occur
annually and would like draw 2,000 to 3,000 people. This event could serve as
destination event to draw visitors during opening week at Beaver Creek]
Late-November
/Early December: Holiday Tree (aka Christmas Tree) Lighting: This week-long group of activations
has become a tradition taking place the Monday after Thanksgiving through
December 1st each year which is traditionally a softer lodging timeframe. The
activations include an Avon Community Shopping Night, Recreation Center “bring
back” Black Friday sale, "restaurant week” style incentives to drive traffic to
restaurants. The Art Around Town sculptures are illuminated during this week and
the week concludes with the lighting of the Holiday Tree in Nottingham Park, holiday
carolers, brass bands, and an early visit from Santa Claus.
New Year’s Eve: TBD
REVISE DRAFT V4 10 YEAR VISION DOCUMENT FOR CASE – February 16, 2023
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January: Ice Skating on Nottingham Lake – The Recreation Department ice skating
program has expanded on Saturday evenings with multiple firepits, uplighting on
trees, gobo lighting and live music on the Terrace. Spending a late Saturday
afternoon at Nottingham Park has become a local favorite.
Mid-January Fireworks in Avon – This event has been held on the Saturday of Martin Luther
King Weekend for several years and further introduces Avon’s winter/holiday visitor
to Avon’s tradition of hosting the largest fireworks display in the State of Colorado
on July 3rd and keeps Avon’s event brand in the forefront of the destination guest.
This family friendly event attracts over 2,500 residents and visitors offering reduced
price ice-skate rentals, free hot chocolate and peppermint schnapps followed by
extraordinary fireworks. The event concludes at 6:30 p.m. offering guests the
opportunity to patron Avon’s dining establishments.
Mid-February: Fire & Ice – This month-long activation begins in early February and concludes over
Presidents Weekend. The activation features multiple up-lit ice sculptures and photo
opportunities (ice benches and picture frames) placed along the Main Street Mall,
which due to amount of shade, and can last for several weeks. The activation
concludes with fire dancers/performers, buskers, marching band and giant ice
bonfire at Town Hall or alternate location.
Early-Late March (Spring Break):
TBD - In ten years’ time we should have something in scale and quality as
WinterWonder Grass CO, but a different genre / theme (not bluegrass).
[NOTE: This only includes music and/or art-oriented events and performances on the Avon Pavilion
Stage, Terrace and Main Street Mall and does not include a variety of recreational events that also
occupy the calendar from June through September.]
Cultural, Arts & Special
Events: Strategic Plan
February 16, 2023: V5
December 6, 2021: V2
April 16, 2020: V1
December 27, 2021: V3
February 4, 2022: V4
ATTACHMENT B
Easily accessible from Intertate-70 and Highway 6
XTERRA Mountain Championship Race
Avon looking at Beaver Creek
Purpose & Vision
1.Purpose: To create a vibrant
mountain community.
2.Vision: Develop an environment
for healthy connection.
Flavors of Colorado
Flavors of Colorado
Vail Valley Brew-’Au
Enjoy Life! Mural
Avon Snapshot
•Located in heart of the Vail Valley
•Eagle River runs through Town
•Easy access to I-70 and Hwy 6 which both run through Town
•Abundant outdoor recreation
•Pedestrian friendly
Goal: Community
Develop a portfolio of experiences which build
vibrant and healthy community connections with
residents and visitors using these four
cornerstones to guide us:
1.Placemaking:tapping into what members of
the community love (and can imagine) about
the place they live, work and play.
2.Creativity:engaging our creative selves,
actively seek involvement with the creative and
art communities and enhance the visibility and
awareness of culture, arts and events.
3.Historic Preservation: through storytelling,
sharing of cultures and traditions and enhancing
the visibility and awareness of our heritage.
4.Stewardship: fostering a culture of waste
mitigation and energy conservation minimizing
the negative impacts to our collective
environment and community for the long term.
Avon Snapshot
•Located in heart of the Vail Valley
•Eagle River runs through Town
•Easy access to I-70 and Hwy 6 which both run through Town
•Abundant outdoor recreation
•Pedestrian friendly
Cornerstone: Placemaking
Near Term: 2022-2026
1.Investment in East Nottingham Park: Restroom / Concession Bldg.
2.Investment in West Nottingham Park: Restrooms at Beach, landscaping
improvements, creating gathering spaces and sport courts resurfacing
3.LaZona Project
4.Continued investment in Performance Pavilion upgrades and timely
maintenance
5.Growth of Summer’s End brand and attendance over LDW
6.Increase revenue stream and efficiencies related to concessions
7.Develop summer SUP racing program
8.Develop two new signature events in June (Best of the West) and Sept.
(Heart & Soul)
Long Term: 2027-2032
1.Utilizing Urban Renewal Authority (URA) to plan for future of old Avon
Fire Station location
2.URA for plan for future of Metcalf Cabin and Parks Garage
3.URA for plan for connection of Main Street Mall and Nottingham Park
4.Continued investment in Performance Pavilion upgrades and timely
maintenance
5.Develop a winter events/activations which makes a “splash” as well as
programming (i.e., Fire & Ice, Holiday Tree Lighting, Ice Skating, Ice
Sculptures)
6.Ticketed single and/or multiday concerts at Avon Performance Pavilion
(Terrace)
7.Expand SunsetLIVE!: 25-40/summer
8.Expand AvonLIVE!: 12/summer
9.Multiple summer and/or winter events which have positive returns on
investment through accommodation and sales tax revenue
Avon Snapshot
•Located in heart of the Vail Valley
•Eagle River runs through Town
•Easy access to I-70 and Hwy 6 which both run through Town
•Abundant outdoor recreation
•Pedestrian friendly
Cornerstone: Creativity
Near Term: 2022-2026
1.Expansion of Art Around Avon temporary installations; up to 25 total w/
keystone piece at RAB#4 on Avon Road
2.Installation of six (6) Storm Drain Education Art Decals + expansion
3.Purchase one (1) new sculpture for permanent collection
4.Continue to develop a signature weekly or bi-monthly “art” expo
5.Continue to drive awareness of the arts in Avon (i.e., digital and printed
walking map, engaging with creative community, etc.)
6.Create new plaques for Avon’s permanent sculpture collection
Long Term: 2027-2032
1.Host two or three multiday art and/or culinary festivals in summer
2.Develop winter event programming (i.e., Fire & Ice, Holiday Tree Lighting,
Ice Skating, Ice Sculptures)
3.Develop program to decorate trash/recycle containers
4.Expand Playable Musical Instruments, painted bench and electrical boxes
programs
5.Develop a third large scale mural
6.Develop immersive art experience or residence program
7.Incorporating art into new and existing development
Avon Snapshot
•Located in heart of the Vail Valley
•Eagle River runs through Town
•Easy access to I-70 and Hwy 6 which both run through Town
•Abundant outdoor recreation
•Pedestrian friendly
Cornerstone: Heritage
Preservation
Near Term: 2022-2026
1.Installation of nine (9) Historical Markers
2.Expanding Historical Markers with addition of two (2) more locations
Long Term: 2027-2032
1.Storytelling activations at key historical locations
2.Incorporating heritage into new and existing development
Cornerstone: Stewardship
Near Term: 2022-2026
1.Diversion rate in the 90’s percentile at events
2.Development and installation of six storm drain education works
Long Term: 2027-2032
1.100% Renewable Energy Goal Achieved
2.Reuse of old or used materials for art installation
Public Investment
in quality Infrastructu
re & Special Events
Accomplishments
In the most recent ten years Avon has made a few major advances in support of culture, arts and special events. To include but
not limited:
1.Successful development and deployment of multi-day and single-day signature and activation event brands
2.Established funding mechanism and retainment strategy for third-party event producers
3.Construction of the Avon Performance Pavilion, Main Street Mall and concessions space
4.Relocation of bronze sculptures to the Mall
5.2015 FIS and Enjoy Life! Murals
6.Playhouse, Benches and Art Around Avon temporary art installation projects
7.Beautification of electrical boxes and park benches around Town
8.Preservation of the Water Wheel and connection to Avon’s heritage through Historical Marker project
Thank you!
Danita Dempsey
ddempsey@avon.org
APRIL 16, 2020 - CASE COMMITTEE MEETING MINUTES PAGE 1 | 3
CASE COMMITTEE MEETING MINUTES
THURSDAY, APRIL 16, 2020
SETUP AS A VIRTUAL MEETING VIA ZOOM DUE TO COVID-19 AND TOWN HALL CLOSURE
1.ROLL CALL
Committee Chair Lisa Mattis, called the meeting to order. The time was 12:03 p.m.
Present:
Committee Members – Chair Lisa Mattis, Kathy Ryan, Timothy Haley, Chris Cofelice, Pedro
Campos, Jason Denhart, and Ruth Stanley
Avon Town Council - Amy Phillips, Jake Wolf.
Town Staff – Eric Heil, Mikaela Liewer, Charise Bishop, Danita Dempsey, and Ineke de Jong
2.APPROVAL OF MINUTES
Jason Denhart moved to approve the minutes from the February 27th, 2020 CASE committee meeting.
Ruth Stanley seconded the motion and the motion passed unanimously.
3.P UBLIC COMMENT
Lisa Waniuk, Director of Events & Sponsorship at Beaver Creek Resort Company, joined the meeting
to “…keep up to date with what Avon was planning for this upcoming event season …” and expressed
that “…Beaver Creek is also concerned about opening too soon and jeopardizing community health …”
She believes all local communities should keep communication with one another.
4.FINAL AMBASSADOR RESPONSIBILITIES DESCRIPTION
CASE Manager Danita Dempsey presented the document requested by the Committee that defines
their roles as “Brand Ambassadors” for the community. The Committee agreed the document
embodied the ideas they had when ambassadorship had been discussed. Kathy Ryan asked that
either “Patriotic” or “Passionate” be removed from the characteristics because the two words seemed
redundant. Jason Denhart moved to approve the adoption of the Brand Ambassador role description
with the change requested by Kathy Ryan. Chair Lisa Mattis seconded the motion. The motion
passed unanimously.
5.POST EVENT BRIEF R EPORT
Danita presented the Post-Event Brief Report the Committee had requested at the February meeting.
Danita produced this report with the assistance of Executive Assistant to the Town Manager, Ineke
de Jong. The Committee agreed the report was well-crafted. The Committee asked how COVID-19
impacts could be noted in this report and Danita suggested it could be noted under “Staff
Observations.” Councilor Amy Phillips suggested noting what stage we are at in relaxing social
distancing orders, per the Governor’s three stages.
6.CASE COMMITTEE MEMBERS TERMS ENDING
The terms for Committee members Pedro Campos, Kathy Ryan, and Chris Cofelice officially ended
February 1st, 2020. All three members have reapplied for their positions and no one else has applied
to take their seats. Chair Mattis said she was gratefu l these members chose to continue being of
ATTACHMENT C
APRIL 16, 2020 - CASE COMMITTEE MEETING MINUTES PAGE 2 | 3
service to the community. Committee members are expected to be reappointed at the May 12 th, 2020
Town Council meeting.
7. STAFF REPORTS
a. Impact of COVID-19 to 2020 Special Events
Danita presented her report to the CASE Committee about the events that Staff has recommended to
Council to cancel in an effort to reduce budget spending and comply with the Public Health Orders.
The cancelled events, including Salute, would result in a $363,548 savings for the Town. The Town
Council will make their final decision about Salute by the end of April. In other communities, events
scheduled for June and July are being rescheduled for the Fall. Avon Live! looks like it could still occur,
but with local bands and attendees properly distanced. Groups over 500 are unlikely to be allowed
through the calendar year. The first to close will be the last to open.
The Committee commented/inquired:
A. BravoVail! is still planning to proceed but will cancel if made to do so. Right now, it is just “wait
and see.”
B. Beaver Creek is reassessing every two weeks but making the final decision to reschedule
events on May 28th.
C. There is concern about inviting people from bigger cities into the community. The Town should
remain cautious and mindful so we can have a great life afterward.
D. If we plan events, will people have the means or desire to attend?
E. There was concern if we open back up, the virus will resurge. Public health should be a priority.
F. Until there is a vaccine, inviting people to the community seems dangerous and irresponsible.
G. Travel in the near future is more likely to be regional based.
H. Art Installations could be something helpful to get us through this time .
Town Manager Eric Heil said that airlines cancelled over 70% of flights. While everything is closed,
hotels remain open. Could we host the front range for outdoor activities in a safe way? Councilor Jake
Wolf said that he felt CASE had three roles: Serving the community, getting heads in beds, and
creating vibrancy in town. Since two-thirds of those roles are no longer an option, it is now time to
focus solely on how we can serve the community. Social isolation is exacerbating mental health issues
for residents. CASE and the Committee should strive to continue to provide entertainment while
following health guidelines. The Committee agreed bringing people together, while keeping them apart
is best for the behavioral and mental health of the community. Chair Mattis stated that community
should be involved in everything the Committee does. Councilor Phillips thought it will be important to
hire local talent, because musicians and artists are especially experiencing hardship. The Town should
what it can to support them. Chris Cofelice discussed his wife’s prayer flag project with the Committee
and the Committee thought it was a really good idea. Kathy Ryan detailed how the lake has remained
activated during this time. Town Manager Eric Heil said he is working with Police Chief Daly to update
the signage at the park to be more encouraging, instead of just lists of rules.
APRIL 16, 2020 - CASE COMMITTEE MEETING MINUTES PAGE 3 | 3
b. Culture and Arts in Avon: Draft Outline of Overview, Goals & Ideas
CASE Manager Danita Dempsey presented the beginning of her draft outline of the Overview, Goals,
and Ideas for Culture and Arts in Avon. The Committee thought that Environmentalism has become a
politically loaded word and stewardship would be more appropriate. Danita suggested ideas which
engage community and enable us to gather and understand what is important to members of the
community. The Committee discussed ideas about random acts of art throughout Town. Chairperson
Mattis noted the Committee had previously categorized the three types of events the Town hosts:
signature events like Salute, special events like Colorado Classic, and community events like the Egg
Hunt. This is the time to focus on community events. She recommended removing the Economic Driver
section of the draft outline and inco rporate those elements into the Community Goals section. And,
further develop items from short term to long term including elements that are low cost. Tim Haley was
concerned that some members of the community may not be happy the Town is spending money on
events when they cannot pay their bills. Councilor Wolf said there will always be a line item for serving
the community and you cannot put a price tag on mental health. Amy Phillips requested the draft
outline presentation be shared with the Committee and then pick up where Danita left off at her
presentation during the next meeting. Danita requested two members of the Committee to assist her
in developing the Draft Outline.
8. ADJOURNMENT
The meeting was adjourned at 1:42 P.M.
Respectfully submitted by:
Charise Bishop
General Government Intern
MAY 21, 2020 - CASE COMMITTEE MEETING MINUTES PAGE 1 | 3
CASE COMMITTEE MEETING MINUTES
THURSDAY, MAY 21, 2020
SETUP AS A VIRTUAL MEETING VIA ZOOM DUE TO COVID-19 AND TOWN HALL CLOSURE
1. ROLL CALL
Committee Chair Lisa Mattis, called the meeting to order. The time was 12:01 p.m. Present:
Committee Members – Chair Lisa Mattis, Kathy Ryan, Timothy Haley, Chris Cofelice, Pedro
Campos, Jason Denhart, and Ruth Stanley
Avon Town Council - Amy Phillips.
Town Staff – Mikaela Liewer, Charise Bishop, Danita Dempsey, and Ineke de Jong
Absent:
Councilor Jake Wolf
2. APPROVAL OF MINUTES
Kathy Ryan moved to approve the minutes from the April 16th, 2020 CASE Committee meeting. Jason
Denhart seconded the motion and the motion passed unanimously.
3. PUBLIC COMMENT
No public comments were made.
4. STAFF UPDATE: A VON
CASE Manager Danita Dempsey discussed cancelled events in Avon that were not included in the
packet given to the Committee, such as the Triple Bypass. Vail Lacrosse has postponed their event.
AvonLive! is still planned, but with local talent and it will not be marketed beyond our social media
accounts. Using local talent will give the Town more flexibility in the case that Public Health Orders
do not allow the event.
Town Manager Eric Heil explained to the Committee that Eagle County has applied for a variance to
move to the “Blue Phase” of the reopening plan. This allows groups of up to 50 to gather. There is a
plan for how to separate groups during these events and that has been shared with the County. The
Summer will look different this year but should still be enjoyable. The Town is in conversation with
Ein Prosit discussing plans to co-host a smaller event. Town Manager Eric Heil shared that
Destimetrics is showing bookings at 50%, so we expect it to still be busy this summer.
The Committee commented/inquired:
A. “…pleased CASE is moving forward with smaller community focused events.”
B. “Many people seem interested in the drive-in movie idea.”
C. “Will the local bands be willing to cancel if necessary?”
D. “Avon Station has developed these organic happy hours. Everyone is social distancing, but still
enjoying themselves. It has been an interesting vibe over there.”
E. “Westin is being conservative with their forecast but is still seeing a robust occupancy rate.
Weddings and events continue to be cancelled, but people want to get out of their houses.”
MAY 21, 2020 - CASE COMMITTEE MEETING MINUTES PAGE 2 | 3
5. STAFF UPDATE: R EGIONAL
CASE Manager Danita Dempsey explained to the Committee how communities locally are moving
forward with their events season. Vail Farmer’s Market will be a virtual marketplace beginning in
June.
The Committee commented/inquired:
A. “BravoVail! Is also cancelling because it seems like the most responsible thing to do.”
B. “Are there any communities that are cancelling everything?”
C. “Dillon is moving forward with their market but is spacing out booths and you have to shop
moving in one direction.”
D. “Dillon is also opening their marina.”
E. “In California, a farmer’s market has setup for drive-through only.”
F. ‘Vail Resorts will be opening late June or early July.”
G. “People want to travel to places that are open.”
H. “The fact that hotels are at 60-70% occupancy is shocking.”
6. CURRENT SITUATION: SHORT TERM
Danita explained to the Committee that CASE has reduced their budget over $300,000. She also
explained how the events would be socially distanced. Eric has drafted a map, putting 20 feet
between each group. The plan is to use fun caricatures explaining the rules and SUP boards to
demonstrate distance. There are no plans to mandate masks, but the Town will be providing them.
There will be many more handwashing stations than in previous years. This year there will not be bar
or food concession, but instead BYOB and Pack-a-Picnic will be encouraged. Danita asked the
Committee if they agree with how everything will proceed?
The Committee commented/inquired:
A. “Will we be enforcing masks or not?”
B. “What will the liability be for the Town?”
C. “The Committee was impressed by the plans to safely host events this season.”
D. “There is concern people will bring kegs into the park.”
E. “Can we work with local restaurants to create a picnic pack?”
F. “Has there been interest from local food vendors to work at the Park?”
G. “We could make a deal with Alpine Bank to donate to a local food bank for every picnic pack
sold. It would help the community while also boosting the economy.”
H. “We need more food in food banks, more money in restaurants, and more people enjoying
their community.”
7. CURRENT SITUATION: LONG TERM
The Committee was wondering what the plans were for the bathrooms. There is concern we are
bringing too many people in the park and there are not enough bathrooms to support everyone. Rather
than walking around the park, there is concern people will just use the restroom in the bushes. Danita
is planning on bringing in five more portalets this year. Town Manager Eric Heil said he asked for the
portalets to be brought to the park early this year and they will be cleaned at least once daily. He also
MAY 21, 2020 - CASE COMMITTEE MEETING MINUTES PAGE 3 | 3
said if we need more, we will get more. Danita assured the Committee that Blue Monster, the portapotty
vendor would be also providing capacity reports. The Committee would like to be updated on that
information in the Fall.
8. PLANNING: CASE DRAFT OUTLINE REVIEW
Danita presented the remainder of her CASE Draft Outline Presentation and opened it up for
comments from the Committee. She also asked the Committee to consider what we can do for
immersive art experiences, including at the New Town Hall and the Old Fire Station.
The Committee commented/inquired:
A. The Committee overall complimented the document and thought it was exactly what CASE is
trying to accomplish.
B. “The document is extremely comprehensive. Hits all the main goals of the Committee and
touches on the major points.”
C. The Committee likes that the focus is on community, rather than economic drivers. “If we focus
on community, the economics will follow.”
D. “Community and Economics are not mutually exclusive.”
E. “We should continue to think about signature events.”
F. “…loves how vibrant and succinct the document is. The pictures capture life in Avon.”
G. “This document should be dynamic and revisited and edited every year or two.”
H. “How will this document be used? Will it be online or printed?”
I. “We should add maps to this document as an appendix, like the historical and walking maps.”
J. “We could also add our art collection as an appendix.”
K. “Does this document go to Council?”
Town Manager Eric Heil expressed we have a lot of pretty documents, but we cannot make changes
to any of them. We want to create this document and use it as guidance for all that we do. CASE
Manager Danita Dempsey said once the Committee adopts this document, she will send it to Council.
Committee Chair Lisa Mattis asked, “How do we hit all of the checkmarks? What is the content and
what is our job to passing this content onto the community? How can we be trained to be
ambassadors?” Chair Mattis also expressed she appreciated the simplicity of the agenda, and should
we keep it like that? Danita asked if we could add anything else, such as data from Destimetrics? Chris
Cofelice said he could share data from the Westin as well. The group discussed meeting in person on
the terrace for next CASE Committee meeting. Special Event Coordinator Mikaela Liewer is currently
working on the Town Clean-Up Event and suggested some of the Committee could participate.
9. ADJOURNMENT
The meeting was adjourned at 1:22 P.M.
Respectfully submitted by:
Charise Bishop
General Government Intern
CASE COMMITTEE MEETING MINUTES
THURSDAY, DECEMBER 16, 2021
COUNCIL CHAMBERS
CASE COMMITTEE MEETING MINUTES, 16 DECEMBER 2021 PAGE 1 | 3
1. ROLL CALL
Present- Committee Members: Committee Chair Lisa Mattis and Committee Members Pedro Campos, Ruth
Stanley, Chris Cofelice and Kathy Ryan, Committee Members Thomas Walsh and Justin Chesney joined remotely.
Town Council: Mayor Pro Tem Amy Phillips and Town Council Member Lindsay Hardy joined remotely
Town Staff: Cultural, Arts and Special Events Manager Danita Dempsey, General Government Manager Ineke de
Jong and General Government Intern Emily Myler
The meeting was called to order at 12:37 p.m.
2. APPROVAL OF MINUTES
Committee Member Kathy Ryan moved to approve the minutes from the October 21, 2021 meeting. Committee Member Ruth
Stanley seconded the motion and the motion passed unanimously.
3. PUBLIC COMMENT
No public comments were made.
4. STAFF UPDATE
CASE Manager Dempsey started the meeting by setting the dates for Committee meetings in 2022. The Committee agreed
to meet the third Thursday of each month except for January which will be held on January 27th. The Committee requested
a longer meeting in May prior to events season to get a better idea of what’s coming up. The Committee agreed to no
meetings in June, July and August and a longer meeting in September to prepare for Council Work Session in October.
Applications for Committee seats will become available within first two weeks of January with Council appointments in
February or March. Current members are able to reapply.
The Committee commented/inquired:
A. Should Committee members reapply, or should there be a focus on getting new people on the Committee?
B. Is there a lot of interest in applying?
Committee Member Cofelice said he personally will not be reapplying and thinks it will be good to get some new people in
the Committee. Committee Member Campos said he is inclined to reapply and thinks it’s valuable to have a mix of
experienced members and new ideas. Committee Member Ryan said the Committee has gotten smaller and changed from
a decision-making group to a sounding board and community voice, so it could be beneficial to increase the group size to
include more diverse voices. Mayor Pro Tem Phillips said expanding is worthy of discussion in the Committee and at
Council. Committee Member Stanley was concerned a larger group would cause meetings to go longer. Committee Member
Walsh was in favor of increasing diversity and recruiting younger voices. He will take on recruiting some different people for
seats. Committee Member Chesney said he would be interested in discussing more members and has someone in mind to
apply. He did voice concern that a larger group could muddle the conversation. Committee Member Campos said he has
seen larger committees have less engaged and focused members and cautioned to consider the number of new members
carefully. Council Member Hardy said CASE Manager Dempsey should consider how manageable a larger group would be
for her, but diversity is a worthy goal. Committee Chair Mattis wasn’t sure where she stood on the issue.
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CASE COMMITTEE MEETING MINUTES, 16 DECEMBER 2021 PAGE 2 | 3
CASE Manager Dempsey said she expects high interest once advertising starts based on last year’s response. She doesn’t
think a larger Committee would make meetings too unmanageable but could support either direction. The Committee can
discuss the topic in more detail in the future.
2022 Budget
CASE Manager Dempsey presented the 2022 Budget and calendar from the Committee Packet (Available at Avon.org).
The Committee commented/inquired:
A. The State of Colorado has grant funding for events that help stimulate local economies after the COVID-19
Pandemic. Avon should apply for these if they have not already.
B. Is the Budget what CASE needs?
C. Scaling back the AvonLIVE! Budget is poorly timed and could cause loss of focus on the signature event that was
on a growth trajectory. However, she does understand why it was cut back.
D. It’s important that the community knows Avon has monopolized Wednesday nights for AvonLIVE! and skipping
weeks causes confusion.
Danita said the Budget addresses her needs. She was not aware of the grant opportunity but is interested in learning more.
She was also disheartened that AvonLIVE! budget was cut back, but she also understands the complexities of public
budgeting.
Strategic Planning
CASE Manager Dempsey presented the strategic planning document. She offered Town Manager Heil’s comments and
clarified some concepts and action items to guide the Committee through the planning process. The current planning
document is intentionally broad. She wants to add mental health to the topics which the plan could touch on.
The Committee commented/inquired:
A. “Vibrant mountain community” is the core of the purpose statement, with other items are means to reach that goal.
Similarly, “develop an environment for healthy connection” should take the same central position in the vision
statement.
B. The Committee should define what community is, for example whether focus is on the local community or the visitor
community.
C. As time goes on, it’ll be easier to see how much impact arts have on the community and meet the purpose and
goals statements.
D. It might be worth mentioning the Urban Renewal Authority’s role in improving the downtown core in Avon where
events and art are deployed and how their plans support future CASE endeavors by creating a canvas where art is
placed.
E. Community should encompass everyone in town, regardless of if they’re local. Events should cater to everyone
enjoying Avon at any given moment in time.
CASE Manager Dempsey said she wants to collaborate with the Committee to buildout a the 10-year vision fore events and
art. In 2019, Council gave direction to focus on the community first anticipating that and visitors will also enjoy the
CASE COMMITTEE MEETING MINUTES
THURSDAY, DECEMBER 16, 2021
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programming. She asked if the definition of “community” in the document was appropriate. Do events need to do more work
to connect with new arrivals over long-term residents or vice versa? Historical markers for important locations around town
as well as educational storm drain decals will are nearly complete projects which support the cornerstones of stewardship.
The Committee commented/inquired:
A. Delineating between “long-term residents” and “new arrivals” in the definition of community could be unnecessarily
divisive. Locals are locals, regardless of how long they’ve been here.
B. There are a lot of community members who aren’t involved, and there is room to engage them better?
C. It’s important to embrace what’s been successful in the past, but also to search out new tactics to engage a new
group of people.
D. It seems like the current successful events are having funding cut, and it’s too much to add new events to an
already maxed out portfolio.
E. Council is cutting budgets because it’s concerned about a future economic downturn.
F. Maybe it would be good to focus on one or two of the community goals every year.
G. There should be focus on increasing diversity in engagement.
H. It’s important that the Committee stands firm in their goals to portray to Council how important events budgeting is.
I. The Committee was overall very supportive of the cornerstones as they are written: placemaking, creativity,
heritage preservation and stewardship.
J. The Metcalf Cabin is an important historical site.
K. It might be time to update the Nottingham waterwheel historical marker.
L. The sustainability goals are very impressive.
M. The planning document does a good job of presenting the Committee goals to Council.
N. Where should the conversation about whether to host multiday music festivals go?
O. Most residents prefer passive space in the Harry A. Nottingham Park, so there is a limit to the amount of
infrastructure Avon can build there for large events.
P. I don’t want huge events in the park like the photo of Salute to the USA on the first slide of the planning document.
Q. Nobody wants more people in town. But it’s also important to have enough revenue to keep funding CASE.
R. It doesn’t feel good to have ticketed events, but revenue can come from VIP access.
S. Let’s continue talking about strategies to pay for the experiences Avon wants to provide.
T. The VIP revenue generator is important.
CASE Manager Dempsey said she wants to keep momentum for current events. In the future, the Committee’s 10-year
vision can help advise community planning, infrastructure, etc. to ensure we have the budget needed to allow for more
growth. She said the next steps for the Committee is to build out the 10-year vision as an appendees to the strategic plan..
She perceived consensus in the broad planning document, and it’s time to dig into tactics such as multiday ticketed
festivals, revenue options, etc.
5. ADJOURNMENT
The meeting adjourned at 2:04 p.m. Respectfully submitted by:
Emily Myler
General Government Intern
CASE COMMITTEE MEETING MINUTES
THURSDAY, JANUARY 27, 2022
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CASE COMMITTEE MEETING MINUTES, 27 JANUARY 2022 PAGE 1 | 4
1. ROLL CALL
Present- Committee Members: Committee Chair Lisa Mattis and Committee Members Pedro Campos, Chris
Cofelice and Kathy Ryan, Thomas Walsh and Justin Chesney.
Town Council: Mayor Pro Tem Amy Phillips and Town Council Member Lindsay Hardy
Town Staff: Town Manager Eric Heil, Culture, Arts and Special Events Manager Danita Dempsey, General
Government Manager Ineke de Jong and General Government Intern Emily Myler
Absent- Committee Member Ruth Stanley
The meeting was called to order at 12:32 p.m.
2. PUBLIC COMMENT
No public comments were made.
3. STAFF UPDATE
CASE Manager Dempsey asked for comments on adjustments to the 2022 Special Event Calendar and the Committee had
none. She moved on to an update on Art Around Avon. She said the Town is working on adding art to 13 pedestals on
Hoffman-owned properties as well as four on W. Benchmark Road in addition to the nine already in use this year. Town
Council has decided not to move forward with art in roundabout #4 that “sparks conversation” or possible controversy.
The Committee commented/inquired:
A. Will the art currently in roundabout #4 be removed this year?
CASE Manager Dempsey said all the Art Around Avon pieces are scheduled to be rotated out yearly. The request for
proposal for the next piece in that location will include requirements with specific dimensions and larger scale to fill the
space and properly match the prominence of the position in town.
Town Manager Eric Heil joined the meeting at 12:35 p.m.
Committee Member Kathy Ryan joined the meeting at 12: 37 p.m.
Mayor Pro Tem Amy Phillips joined the meeting at 12:40 p.m.
4. CURRENT ACTIVITY
Strategic Visioning
CASE Manager Dempsey talked about the updated strategic planning document included in the Committee materials
packet available at Avon.org. She asked the Committee to respond with suggestions for continued improvement before it is
presented to Town Council. The document included a paired down purpose and vision statement, and four cornerstones
and the near-term and long-term tactics to reach them. The updated plan includes the role of the Urban Renewal Authority
in creating the right environment for art and events in Avon, as well as a list of accomplishments which support culture, arts
and special events.
The Committee commented/inquired:
CASE COMMITTEE MEETING MINUTES
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CASE COMMITTEE MEETING MINUTES, 27 JANUARY 2022 PAGE 2 | 4
A. The purpose and vision statement are succinct and to the point
B. There should be mention that roundabout #4 is a keystone to the Art Around Avon project each year
C. What did Council want for roundabout #4?
D. Will CASE members be invited to the jury panel to select the new art?
E. Signature events should be a top accomplishment in the list
F. The last accomplishment is also a goal and that should be clear
G. The last accomplishment is more regarding attracting and retaining multi-day events
Mayor Pro Tem Phillips said Council approved a larger piece in roundabout #4. Council member Hardy said it seems like art
in the roundabout can make more of a statement every once in a while. Mayor Pro Tem Phillips responded that the Council
seems to prefer art that is beautiful and nice to look at over a conversation starter.
CASE Manager Dempsey said she has enough direction to select appropriate art for the roundabout. She will invite CASE
members to be a part of the selection panel for this year’s art.
10-Year Strategic Plan
Town Manager Heil introduced the 10-Year Strategic Plan document included in the Committee Packet Materials available
on Avon.org. He said the plan considers limitations in town such as use capacity for the grass at the venue and pushback
from people who live nearby and experience disruptions from events. It is also the product of changing times and goals for
the Town including impacts of COVID-19 on municipal capacity and changing values for tourism. The events outlined are
close to maximizing the capacity of Harry A. Nottingham Park
The Committee commented/inquired:
A. How is the 10-Year Plan different from the Strategic Vision?
B. This document should be something that the Town and Committee can benchmark to for many years to come
rather than looking to explore.
C. Is Bonfire Block Party planning to move forward this year with COVID-19 protocols?
D. Is the budget enough for what Avon wants to do?
E. Dancing in the Park seems like a teaser for the Dance Festival in Vail. Can Avon coordinate with them to make
sure it gets what it pays for?
F. The Art Expo seemed unsuccessful
G. Can an event be added to the Birds of Prey weekend?
H. Could the Fire and Ice event return?
I. The Strategic Plan is something the Committee has been working towards for two years and is ready for Council
J. A lot of sporting events in the park are economic drivers and shouldn’t be forgotten
K. Which Town department supports the economic development related to sporting events?
L. According to the Vilar, country music shows are very well attended and could be a genre to investigate
M. The economic development events offer the community should be part of the accomplishments list in the Strategic
Plan
N. The Strategic Plan is well-rounded and caters to many types of attendees
CASE COMMITTEE MEETING MINUTES
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CASE COMMITTEE MEETING MINUTES, 27 JANUARY 2022 PAGE 3 | 4
O. The Town has spent money to bring in new populations, but some people aren’t going to come to an event and the
Town should stop trying to attract them
P. Maybe these populations could attend more events if Avon doesn’t stop trying to attract them
Q. There is room for a new event in the fall/winter, maybe a Fire and Ice event, at a time where hotels have a slump
R. Dancing in the Park could be fixed, but it attracts a different type of person from the usual music events
S. A themed ice sculpture walk would be a great way to use the Park in winter
T. The Plan is exciting to read and is a good culmination of the work the Committee has done
CASE Manager Dempsey said the 10-Year Plan is the roadmap to achieve the Strategic Vision, which provides tangible
steps to achieve the goals. The Plan does not leave much room for new opportunities or small, unexpected events, but
maybe it’s not important to include in long-term planning. Bonfire Block Party is still planned for June in Eagle as of this
time. She has already spoken with VVF to make sure Dancing in the Park is successful and is working with the Westin and
producer of the Art Expo to explore using the Westin Plaza where it may be more successful. The CASE Department
supports sporting events in planning and marketing for more impact and could be considered “signature” to Avon as well.
Building out the winter season is the next step. It would also be helpful to create a timeline for events over the next ten
years to guide Council decision-making in the long run.
Town Manager Heil said the 10-Year Plan is more detailed and includes specific action items to move forward in achieving
the Strategic Plan. He agreed that the Plan should serve as a clear roadmap for future work. There is a tradeoff between
planning too large-scale vs. in detail. The budget seems reasonable and are flexible in this long-range plan. Sporting events
are already great economic drivers that don’t require much more work from the Town. The summer event season is near
full, but the winter is still open, and the Town could do more.
5. PLANNING
CASE Manager Dempsey suggested the Committee continue to talk about a winter plan and then meet jointly with Council
in March. Town Manager Heil said either March or April is a good time. It’s not vital to have a whole winter program planned
out by then, but it would be nice to plan a couple new winter projects soon.
Committee Chair Mattis said it would be helpful to dig into the 10-Year Vision more in the next meeting. There is a lot to
discuss regarding winter planning.
6. CLOSING COMMENTS
Committee members up for reappointment made statements about their intent to reapply.
Committee Member Cofelice thanked the Committee and congratulated it on its effectiveness during a difficult time. He’s
grateful to his peers’ opinions and while he won’t be returning to the Committee, he looks forward to attending Avon events
in the future.
Committee Member Campos has applied to return to his seat for a new term and is excited to see the work through while
balancing the value of bringing in new perspectives.
Committee Member Ryan said Avon’s demographics are changing and she isn’t sure how she can personally address these
changes and support the Community. She expressed that she loves the group and is very impressed with its work.
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CASE COMMITTEE MEETING MINUTES, 27 JANUARY 2022 PAGE 4 | 4
5. ADJOURNMENT
The meeting adjourned at 1:47 p.m.
Respectfully submitted by:
Emily Myler
General Government Intern
CASE COMMITTEE MEETING MINUTES
THURSDAY, FEBRUARY 17, 2022
HYBRID FORMAT
CASE COMMITTEE MEETING MINUTES, 17 FEBRUARY 2022 PAGE 1 | 3
1. ROLL CALL
Present- Committee Members: Committee Chair Lisa Mattis and Committee Member Kathy Ryan, Committee
Members Pedro Campos, Ruth Stanley, Thomas Walsh and Justin Chesney joined virtually.
Town Council: Mayor Pro Tem Amy Phillips and Town Council Member Lindsay Hardy
Culture, Arts and Special Events Manager Danita Dempsey, General Government Manager Ineke de Jong and
General Government Intern Emily Myler
The meeting was called to order at 12:35 p.m.
2. PUBLIC COMMENT
No public comments were made.
3. MINUTES
Committee member Chesney motioned to approve the minutes from January 27, 2022. Committee Member Ryan seconded
the motion and it passed unanimously.
4. STAFF UPDATE
2022 Special Events Calendar
CASE Manager Dempsey went over changes on the 2022 Events Calendar. She said she doesn’t necessarily need specific
input from the Committee but wanted to make them aware of the planned events. Changes included removal of the Art Expo
at Possibilities Plaza, and the addition of another Avon Arts Celebration weekend.
The Committee commented/inquired:
A. Removing the Art Expo allows the Town to focus on building up other events
B. The Art Expo never felt well attended
Historical Markers
CASE Manager Dempsey said this project is getting very close to installation
The Committee commented/inquired:
A. The waterwheel marker should be updated to look like the new markers, it is looking old and doesn’t match the new
installations
B. The Harry A. Nottingham Park marker will be installed along with the updates to the old Town Hall site on the south
side of the Park. The Committee should confirm exactly where in that space it should go.
C. The markers should be designed to have meaning in the long term
CASE Manager Dempsey said she’s not sure if there will be updates and changes to the markers over time or this program
will stay the same after this installation.
CASE COMMITTEE MEETING MINUTES
THURSDAY, FEBRUARY 17, 2022
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Art Around Avon
CASE Manager Dempsey thanked CASE members who are sitting on the jury panel for Art Around Avon selection. With 26
new installations, there will be many decisions and the panel will be busy.
The Committee commented/inquired:
A. Who is the Planner II person who will join the panel?
B. What are the dates for installation and removal?
C. Are the installations helpful for artists?
D. Can art stay more than a year if there aren’t enough submissions?
E. Art should capture the emotions that people experience entering Avon, and other visual aspects of the town should
be cohesive with this identity, including the winter lights and pole banners
F. There may not be a strategic plan for things like lights, and the Committee should consult with different departments
G. Avon’s winter lights have changed to be less sophisticated
H. The “Pledge of Allegiance” statue spoke to the values of the Town and pieces like that should be prioritized to the
highly visible spots
General Government Manager de Jong said the new Planner II position has just been filled by the Town and that staff
person will start in time to sit on the panel. CASE Manager Dempsey said the panel will also have a representative from
Hoffman Properties, as many of the installations will be on their property. Similar towns which do programs like Art Around
Avon find they have few pieces sold while on display, but it also helps expose the artist to new markets even if their pieces
don’t sell. She would consider keeping pieces if there aren’t enough submissions but believes there will be plenty this year
to fill all the spots. She thinks there should be balance
5. CURRENT ACTIVITY & PLANNING
CASE Committee Members
CASE Manager Dempsey asked the Committee to discuss and vote on composition and seats on the Committee.
A. Committee Chair Mattis said she feels that more than nine members would become too unwieldy, but that members
should evolve with Avon’s needs and culture and not seek to stay the same.
B. Mayor Pro Tem Phillips said nine seems to be a good cap, but there doesn’t need to be a minimum because it is
not a policy making group. Member Stanley said she likes the idea of having more diverse perspectives but agrees
that too many people would extend meeting times.
C. Member Campos thought that it might be helpful to have extra people in case members aren’t able to make it to
meetings and allows more diversity to be represented, right now, the Committee works well though and has a
decent variety of perspectives.
D. Member Walsh felt that diversity is vital, but the Committee as it is works well.
E. Member Chesney said seven members is a good number, but the group can do more to bring in non-member
community outreach to diversify voices without expanding the number of Committee seats. Council member Hardy
said a larger group can bring more diversity but can also complicate the processes. However, more public
involvement brings together the community and spreads the work of the Committee farther.
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A. Member Ryan asked the group to define diversity and asked how “diversity” is reached: does the Committee set up
quotas of identity or take whoever applies? People with different identities aren’t applying for the Committee on their
own.
B. Mayor Pro Tem Phillips said there is enough interest in membership that the group can diversify by allowing more
people in. There are facets of diversity that the Committee doesn’t have.
Chair Mattis made a motion to maintain the current number of members for the Committee, and really focus on composition
specifically in relation to diversity, equity and inclusion and to create goals and work on strategies to impact those goals.
The motion passed unanimously.
The Committee commented/inquired:
A. How many applicants have come in?
B. Even if not all the applicants are selected for seats, the Committee should work to keep those applicants engaged
C. During the last application period, those who weren’t selected also had great ideas and should be invited to stay
involved by inviting them to meetings as members of the public
D. More people create more diversity
CASE Strategic Planning
CASE Manager Dempsey opened a conversation about the Town’s identity, including what the Committee suggests for
winter events. She directed the Committee to Exhibit E, containing the Draft Strategic Plan in the packet, and then to the 10-
Year Plan in Exhibit F. Packet materials can be found at Avon.org.
The Committee commented/inquired:
A. The tenses of the verbs on the vision should all match
B. What’s the idea behind the word “healthy”?
C. “development” is finite, including a word like “foster” implies a continued effort over time
D. The Strategic Plan seems ready to roll out after much Committee discussion.
Chair Mattis said the document will be used in a Committee-Council work session in April. The Committee will ask Council
to adopt the plan, which will direct the CASE Department in their work for the next ten years.
Committee Member Campos left the meeting at 1:34 p.m.
5. ADJOURNMENT
The meeting adjourned at 1:47 p.m.
Respectfully submitted by:
Emily Myler
General Government Intern