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CASE Committee Packet Materials 9.12.2024
970-748-4065 ddempsey@avon.org TO: CASE Committee FROM: Danita Dempsey, CASE Manager Chelsea Van Winkle, Senior Special Events Coordinator RE: Staff Update DATE: September 12, 2024 OPENING COMMENTS: The 2024 event season, while successful, experienced numerous rain cancellations and/or delays, and early reporting indicates attendance and revenue numbers have decreased. That said, once again, we provided a vibrant calendar of events which continues to support the community and tourism; elevate the Avon brand and exposure through quality content, design, and a purposeful advertising campaign; and reinforced Avon’s competitiveness amongst our peer communities. Moreover, while the development and growth of our community focused event portfolio is nearing completion, the desire to embrace single and/or multiday ticketed music events still exists, however, the development of Town produced ticketed events is paused. This is primarily due to (1) budget constraints related to flat 2025 sales and accommodations tax projections and (2) the East Nottingham Improvements Project and completion of modular restrooms. The latter of which is anticipated to commence in April next year. To that end, the 2025 Proposed Budget reflects (1) flat or decreased expenses and (2) flat revenues. Furthermore, the work of Staff and the CASE Committee will again focus on (1) gathering, analyzing, and discussing peer community research (2) benchmarking, and visiting communities who have established arts and culture facilities and programming (3) building capacity in local non-profit “arts” organizations. Specifically, this work involves advising on and advocating for the (1) repurposing of the old fire station (“351”) into a cultural and community arts center, and (2) development of the Cultural & Arts Strategic Plan, which if awarded National Endowment of the Arts grant funds, will launch in early June next year. The long-term goal is to identify Avon’s cultural and desired arts, culture and heritage programming, activities, and installations. SUMMARY: Staff will provide a brief update on the work sessions with the Planning & Zoning Commission held on September 9th and the Health & Recreation Committee held on September 10th. The purpose of which was to solicit feedback on the general concepts presented; Concepts for a Culture & Arts Building at 351. Additionally, we will review the 2025 Proposed Budget, including culture and arts, and Special Event Calendar seeking recommendations and opinions on (1) proposed budget, and (2) Calendar. Finally, Staff have not had ample time to provide a high level written post-event recap and/or 2024 post- event budget analysis. That said, we will present a PowerPoint summary of the 2024 season for discussion with the caveat that final expense and revenue numbers are not yet fully vetted and recorded. CURRENT / PLANNING ACTIVITY: 970-748-4065 ddempsey@avon.org 351 REDEVELOPMENT CONCEPTS – The Staff report and presentation to Planning & Zoning Commission (“P&Z”) and Health & Recreation Committees (“H&R”) is provided as Attachment A. In general, both P&Z and H&R showed support and enthusiasm for the initial concepts. 1. Planning & Zoning Commission - During the September 9th meeting, Staff presented initial concepts for the repurposing of 351 into a Culture & Arts Center. A summary of the feedback includes: a. “We need to do something…” b. “Let the programming be organic…see what evolves.” c. “Go all in…” d. “Consider black box space that could be used for improv or theatre company…” e. “Who pays for tenant finishes?” f. “What is the lease/rent arrangement with Vail Valley Art Guild for this space?” i. Staff replied “…it’s too early to answer those questions as we are just in the concept phase...” 2. Health & Recreation Committee - During the September 10th meeting, Staff presented initial concepts for the repurposing of 351 into a Culture & Arts Center. A summary of the feedback includes: a. “Is there interest from or any engagement with the community in arts space?” i. Staff replied, “Yes, during the LaZona project presentations we heard from the community that space for an art center is desired…if this project is pleasing to the Council, we will engage with the community to solicit feedback…” b. “What about schools?” “Have we contacted schools to see if they can use the space?” i. Staff replied, “We have not yet contacted schools as these are just concepts not yet presented to Council for consideration.” c. “Where are the artists going to live?” “Wasn’t there discussion in the past that artists would live in this building?” i. Staff replied, “The thinking is that artists already live in the community…” and, ii. Town Manager replied, “…yes there was that initial discussion however, the building code has changed a lot in the past 4 years due to having a new building official…” and “…stated that it’s up to Council to see what they would like to see or implement out of all the ideas we have collected.” d. “What’s the connection with recreation?” i. Staff replied, “We can see a connection to recreation through culinary programs and affordable art programs…” e. “Where is Vail Valley Art Guild located?” “When will there be a sign for Art Guild at Avon?” i. Staff replied, “…we are working with them to get a new permanent sign in place…” f. “Is the vision like Alpine Arts Center in Edwards?” i. Staff replied, “There may be similarities, and we want to consider what is offered in the community to avoid redundancy…” g. “Where did this concept come from?” i. Town Manager replied, “…first was a skate park plan to go there and there was a change in priority due to comparable size, and community interest. If we want an art 970-748-4065 ddempsey@avon.org space, we need inexpensive space and that is something we, Avon is lacking and zero spaces to be exact. Ideas and concepts will be considered when the council meets on October 8th, then we will bring in an architect. My biggest concern is that these projects are over budget, we need a workshop industrial space layout, and these renovations will cost millions of dollars. However, there is a future project with pedestrian mall and library coming this upcoming spring.” 3. Next Steps – a. Staff is presenting to the Downtown Development Authority on September 16th and will verbally report any feedback to the CASE Committee during the September 19th CASE Committee meeting followed by an opportunity for CASE to provide any additional feedback. b. The Staff Report, including a summary of feedback from all citizens committees/ commissions, will be the main topic of the October 8th Town Council and CASE Committee Work Session. c. If the initial concepts are pleasing to the Town Council and direction provided to advance, Staff will engage an architect to begin initial assessment of 351 and develop the scope of work. Staff anticipates a recommendation might be a phased approach and include a roof replacement in year one and could be two-three years before the space can be utilized / occupied. 2025 PROPOSED BUDGET & CALENDAR - Overall, the 2025 Proposed Budget reflects a net decrease of $19,226.84 representing a 2.13% net decrease. A detailed 2024 Adopted Budget vs 2025 Proposed Budget Comparison is provided and attached as Attachment B. The numbers provided in Attachment B do not include personnel costs, general operations (cell phones, meeting expense, dues, and memberships, etc.) and capital outlay (computers, furniture, etc.). 1. There are two new event additions to the 2025 Proposed Budget and draft Special Event Calendar to include (1) Cars in the Park ($5,562.50), which is a collaboration between a third-party producer and the Town and (2) Avon Turkey Trot ($18,749.50). a. In 2023, the Vail Valley Foundation approached the Recreation Department requesting the Town assume operations of the YouthPower 365 Turkey Trot. The Town agreed and the Recreation Department will continue operations in 2024. b. In 2025, the event will transition to the Culture, Arts & Special Events division. The Avon Turkey Trot budget includes $10,000 of donations, which balance out the projected registration revenue of $10,000. The revenue will be donated equally to YouthPower 365 and the Avon Recreation Department Scholarship Fund. Therefore, the net expense of the Avon Turkey Trot is $8,749.50. 2. One third-party event has been discontinued, Vail Valley Brew-Au representing $22,000 of cash support and $4,320 of in-kind value. As discussed during prior CASE Committee meetings, Staff have been closely monitoring the Vail Valley Brew-Au for the past three years. And the seventh annual event which took place on August 10, 2024, experienced a 47.67% decrease in attendance and 47.85% decrease in ticket sales. Therefore, Staff decided to discontinue the Vail Valley Brew- Au and communicated with the producer, Happy Hour Entertainment. 970-748-4065 ddempsey@avon.org Additionally, the draft 2025 Special Event Calendar includes hold dates for the addition of (1) a potential Bravo! performance (2) a single-day, third party produced ticketed concert as well as the (3) Cars in the Park and (4) Avon Turkey Trot. Please note the draft 2025 Special Event Calendar includes the (1) anticipated private rentals on page two and (2) Recreation Department outdoor programming/events on page three. The 2025 Special Event Calendar is provided as Attachment C. The details of the 2025 Proposed Budget are provided below, and Staff are happy to answer any questions Committee members may have related to the 2025 Proposed Budget. 1. Fireworks in Avon: 2025 Proposed Budget decrease = ($4,334) representing 5.9%. a. The most impactful expense reductions are the anticipated cost of (1) chain-link fencing which decreased from $20,000 to $18,000 in 2025 (2) Audio Visual which decreased from $7,725 to $2,200 in 2025 and (3) Security which decreased from $6,025 to $5,000 in 2025. b. Slight increases in other line items account for the overall variance in savings of $6,550 such as materials and supplies, portable facilities, contracted services, and advertising. c. Background: i. The Town entered into a new 3-year contract with Western Enterprises on January 9, 2024, for the Pyrotechnic Design and Production of both the Fireworks in Avon (winter fireworks) and Salute to the USA. ii. See “Salute to the USA” background below. 2. Egg Hunt: 2025 Proposed Budget increase = $2,490.50 representing 15%. a. The most impactful increases are in (1) materials and supplies for pre-stuffed plastic eggs from $3,400 to $4,200 and (2) advertising and promotions from $2,750 to $4,418 in 2025. 3. Town Clean Up & Sustainability Fair: Paid for out of the Bag Fund and therefore, not in the CASE 2025 Proposed Budget = $10,097 total expense. a. Background: In 2023, the Town Clean Up event was reimaged and expanded include a Sustainability Fair component providing education and demonstrations (waterwise landscaping, energy conversation, recycling, etc.) with local sustainability experts (17 booths), free electronic waste drop-off for Avon residents and businesses, as well as free food and beer while supplies lasted. This year there were 2,963 lbs. of electronic waste recycled, was well received by the community, and will continue in 2025 with funding coming from the Disposable Paper Bag Fund (DPBF). The event aligns with multiple criteria for use of DPBF funds to include but not limited to: i. “The paper bag fee is to be used exclusively for the following purposes: …(2) educating Town residents, businesses and guests about the impacts of waste on the Town's environmental health, the importance of reducing the number of disposable bags entering the waste stream, and the impact of disposable bags on the Town's waterways and the environment; (3) creating public educational campaigns to raise awareness about waste reduction and recycling; …(6) funding community cleanup or collection events and other activities to reduce waste…” 970-748-4065 ddempsey@avon.org 4. Salute to the USA: 2025 Proposed Budget decrease = ($5,081.75) representing 1.32%. a. The most impactful expense reductions are the anticipated cost of (1) overtime which decreased from $23,000 to $21,000 in 2025 (2) point of sale rental for bar operations which decreased from $3,150 to $0. b. Background: i. See “Fireworks in Avon” above. ii. If the Town cancels the fireworks on July 3rd, the 30% of the purchase price cancellation fee can be applied to the Winter display as an additional expenditure to the original purchase price for a larger display. iii. If the Town postpones the Winter display, the Town is required to reschedule the display for not later than the end of the Beaver Creek ski season for that year. If the Town does not reschedule before the end of the Beaver Creek ski season or completely cancels, the Town is responsible for the full purchase price of the Winter display. c. A full 2024 event recap was provided in the Staff Report to Town Council for the September 10th, 2024, meeting. This report is attached and provided as Attachment D. 5. SunsetLIVE! (15): 2025 Proposed Budget with an increase = $537 representing 1.52%. a. Approximately $2,392 per show in 2025 Proposed Budget for 15 concerts representing an overall increase of 1.52%. b. Background: In 2024, Staff proposed, and Council approved fifteen (15) concerts due to (1) addition of one FTE (2) Staff’s ability to execute a concert on the Sunday post Salute to the USA (3) the importance of activation over Independence Day holiday weekend (4) SunsetLIVE! has become a signature series and when possible, recommend not skipping the Sunday nearest the Independence Day holiday. 6. AvonLIVE! (11): 2025 Proposed Budget increase = $3,583.39 representing 1.27%. a. Most impactful increases include (1) talent management from $15,750 to $16,380 in 2025 (2) resource recovery from $3,876 to $4,300 and (3) advertising and promotions from $17,135 to $18,950 and (4) other miscellaneous expenses across multiple line items account for other $720. b. Approximately $25,986.55 per show in 2025 Proposed Budget for 11 concerts representing an overall increase of 1.34%. 7. Lakeside Cinema (8): 2025 Proposed Budget decrease = ($1,492.25) representing 5.25%. a. There is one less movie this year due to (1) the first Friday in July being July 4th and (2) Staff’s ability to execute the day after Salute to the USA. i. Most impactful decreases include a (1) reduction in number of films/studio rights with Criterion from $1,250 to $450 in 2025 (2) reduction in number of free bags of popcorn for attendees from $2,250 to $1,960 and (3) other miscellaneous expenses across multiple line items account for other $402.25. ii. Approximately $3,363.44 per show in 2025 Proposed Budget for 8 movies representing an overall increase of 6.58%. 970-748-4065 ddempsey@avon.org 8. Best of the West / Heart & Soul Festival: 2025 Proposed Budget decrease = $15,000. a. As stated in the Opening Comments, Town produced single-day ticketed music in on hold and primarily due to (1) budget constraints related to flat 2025 sales and accommodations tax projections and (2) the East Nottingham Improvements Project and completion of modular restrooms. b. Background: The 2024 Adopted Budget included $7,500 for each new brand to develop programming and budget for launch of the Best of the West in 2025 and re-launch of Heart and Soul Festival in 2025 or 2026. i. There was minimal creative development on the Best of the West logo which was halted until further notice. And the two ad buys completed for Best of the West in December this year, will be used for Fireworks in Avon. 9. Concessions: We are close to having final gross and net revenue numbers, however, below is an estimate of gross revenue for each event or series: a. AvonLIVE! – Gross Revenue = $36,511.32 down from $45,274 last year representing 19.35% decrease. i. $30,636.81 in 2022 ii. $16,865 in 2021 b. Salute to the USA - Gross Revenue = $54,707 up from $51,465 last year representing a 6.7% increase. i. $28,388 in 2022 ii. Flat revenue compared to 2021. ARTS & CULTURE: 2025 Proposed Budget increase = $44,250 representing 62%. While this increase is signification it is important to note in includes a (1) $50,000 National Endowment of the Arts contribution match of $50,000 (2) minimal increase of $2,650 for temporary art installation (Art Around Avon) and (3) decrease of ($8,400) for temporary / permanent installations (murals, benches, bronze). 1. Art Around Artist stipend for first year of exhibition which rotates in 2025 and on exhibit through May of 2027 (est. 23 pieces) = $20,700. 2. Large format mural = $25,000. a. Identified desirable locations include (1) west facing exterior wall of The Seasons building and across Mikaela Way from the Library (2) north facing exterior wall of the Eagle River Water Sanitation (3) interior wall of the pool area at the Avon Recreation Center and (4) west facing exterior wall(s) of the Avon Pavilion green room and/or pumphouse. 3. Addition of four (4) new painted benches = $5,200 4. Utilizing the empty aerosol cans from the mural installation at Avon Elementary, and in collaboration with the Art Guild at Avon, create a recycled art sculpture = $2,500 5. Relocate the bronze sculpture titled “Ollie” (skateboarder) currently located on the Main Street Mall = $900 6. Digital / printed mapping services, advertising, promotions, photography, and CAFÉ fees, etc. = $7,600 970-748-4065 ddempsey@avon.org 2024 RECAP: As stated above, Staff is preparing a PowerPoint presentation recapping the 2024 season. Additionally, consequential to the decrease in attendance and revenue generated at AvonLIVE! concessions, and not including accommodations and sales tax related to events, the cost per attendee comparison which has consistently declined since 2021, has now increased. This is illustrated with an event-by-event, year-by-year 2021 through 2024 analysis provided and attached as Attachment E. Please note the analysis only includes those events with an opportunity to generate larger crowds and/or revenue, an event series, and/or may be considered to be more appealing to visitors than other community-oriented events. FUTURE AGENDA ITEMS: • 2025 Proposed Budget and Council Work Session on October 8th • Town Produced Post-Event Debriefs • 2025 CASE Committee Meeting Dates ATTACHMENTS: Attachment A – RPT Concepts for Culture & Art Building 351 P&Z Packet Attachment B – 2024 vs 2025 Proposed Budget Comparison Attachment C – Draft 2025 Special Event Calendar Attachment D – RPT Salute to the USA: Staff Report to Council Attachment E - 2021-2024 Cost Per Event & Attendee Analysis Thank you, Danita. 970-748-4065 ddempsey@avon.org TO: Planning and Zoning Commission FROM: Danita Dempsey, CASE Manager RE: Concept for Culture & Arts Building at 351 W. Benchmark Road DATE: August 19, 2024 SUMMARY: This report introduces the concept of redeveloping the old fire station (“351”) into a culture and arts hub further connecting the Town’s culture and arts venues, existing programming, and future offerings into the community. At your work session, I am seeking feedback from the Planning and Zoning Commission (“PZC”) followed by other citizen committees, with the plan to present to Council during the October 8th meeting. 351 is a central spot where artists and arts organizations can create without financial burden, exhibit, and sell their works, host educational workshops, and cultural organizations meetings, etc. A place which enriches the community through easily accessible discovery of the arts, fostering the caring support of the arts and the culture that grows around it. The 351 building is well positioned geographically flanked by Harry A. Nottingham Park, the Avon Recreation Center, and the Avon Library. And with approximately 15,000 square feet (about half the area of a large mansion) of space, it is appropriately sized to serve as a launchpad to grow Avon’s culture and arts efforts. The redevelopment concepts imagine Avon in partnership with the Vail Valley Art Guild (“VVAG”) creating space for ceramics, woodworking, painting, small coffee shop with grab-n-go foods, hosting workshops of all kinds, art exhibits and a store front for artist to sell their creations, etc. Currently, there is not another Town owned property or building where this facility is viable in the near term. BACKGROUND: Avon leapt into the arts and culture arena in 2015 with the completion of the Avon Pavilion and expansion of its events portfolio to include multiple live music events, art festivals, cycling finishes, and other community gatherings. In February of 2019, Resolution 19-12 was approved by the Avon Town Council forming the Culture, Arts & Special Event (“CASE”) Committee whose purpose and duties include in part, to “…research and provide guidance and advice concerning development of the Cultural Plan for the Town.” Additionally, in January of this year, the Town entered into a Rent Support Lease Agreement with the Vail Valley Art Guild (“VVAG”) to relocate their headquarters to a ground level commercial space in The Season in Avon and across from Town Hall. Over time, this strategic location will help activate the Main Street Mall and better facilitate community interest and involvement in the VVAG, and culture and arts in general. The Rent Support Agreement terminates December 31, 2026. The desired outcome is the Avon-based VVAG is better poised to play a key role in the development of a culturally diverse portfolio of offerings, increasing the social and economic vitality in Avon. In 2021, the Town made great strides towards culture and arts offerings with the addition of the (1) Art Around Avon rotating art program (2) installation of the Enjoy Life | Disfrute La Vida! Mural (3) installation of nine historical markers and (4) Painted Benches Project, to name a few projects. Furthermore, as outlined in the 2024 General Government Department Goals, the La Zona project identified the 351 property as an appropriate location for the development of a community event, gathering space, and art center. Moreover, members of CASE, Vail Valley Art Guild and Staff conducted site visits with the towns of Silverthorne and Gand Lake earlier this spring with plans to visit the towns of Breckenridge and Ridgway later this fall and/or spring 2025. The purpose of these site visits was to gather facility and programming information and conduct networking. ATTACHMENT A Page 2 of 5 Ten years after the completion of the Avon Pavilion, the remodeling of 351 into an arts and culture-related building is timely, in step with Avon’s growing community and burgeoning culture and arts offerings, and overtime will increase the draw and attraction to Avon. 351 BUILDING SUMMARY & CONCEPTS: The building was vacated by the Eagle River Fire Protection District in 2017 and acquired by the Town of Avon. In the years since, the building has been used for short term housing for local business owners’ staff and more recently, as storage for event assets, Facilities and Public Operations Departments. The concept envisions the redevelopment will have industrial finishes (exposed metal, wood, concrete, etc.) to help minimize cost. This is best visualized in the large bays with garage style doors, concrete floors, and exposed columns. There may be a few exceptions, for example in the kitchen, where if culinary classes, demonstrations, etc., are offered there may be a need for commercial or residential finishes. There are currently approximately 30-75 parking stalls that could support this project (W. Benchmark Road, Rec. Center West, Old Town Halls, Lake Street). That said, parking in and around 351 is cramped and competitive to say the least, and a full parking analysis should be conducted during the planning phase. Full activation and programming concepts for use of the space are not fully fleshed out, however initial concepts include (1) in the two large bays: an art gallery/exhibit space, coffee shop/grab-n-go foods, store front selling local artists work (2) in the two small bays: woodworking and/or ceramics (3) individual art and music studios in the upstairs and/or downstairs bedrooms (4) office and meeting space for VVAG and other arts organizations in the conference room (5) special events, workshops, classes and gatherings in multiple spaces. Staff believes the conceptual uses are within the Public Facilities (“PF”) zoning list of allowed uses. The coffee shop/grab-n-go foods will function alongside other uses such as the gallery, exhibition space, and store. Therefore, Staff anticipates these are acceptable under the Accessory Use regulations of the Avon Development Code. The desired exterior design should include cheerful, colorful, and artsy applications indicative of what to expect inside the space; Image 1 below provides a visual illustration. The west facing façade is cluttered with utility infrastructure and requires thoughtful consideration during the planning process on alternative placement and/or design that allows this infrastructure to blend in as illustrated in Images 2 and 3 below. Image 1: Art Spot Page 3 of 5 Image 2 Image 3 1. EXTERIOR: The exterior façade is stucco and vertical wood siding and requires refreshing. The roof is in disrepair and in need of replacement. The landscaping on the east, west and north sides of the building needs cleaning up of debris, trimming of trees, and renewing. The trash enclosure on the south side of the building needs replacement and updating to accommodate for three product streams (landfill, compost and recycle) and easy access for servicing. 2. INTERIOR: 351 is approximately 15,000 square feet (about half the area of a large mansion) and houses the following number of, and room types in the building: 2-offices/reception, 14-bedrooms, 6-full baths, 2 ½ baths, 1-kitchen/dining, 2-living room/common spaces, 1-laundry room, 1- Page 4 of 5 conference room. The fire suppression system needs replacement/repair in certain areas of the first floor. A description of the exterior as well as a layout of the rooms on both the first and second floors and images for visual reference are provided and attached as ATTACHMENT A. PEER COMMUNITY SITE VISITS: Staff, members of the Town Council, CASE Committee and the VVAG conducted site visits to two peer communities (Silverthorne and Grand Lake) and attended the Colorado Creative Industries Summit in Pueblo, Colorado. The salient point resonating with the group is the importance of listening to and engaging the community, the authenticity of the offerings relating to “fit” for the community, and the repurposing of buildings. Based on peer community site visits, Staff believes a structure like the Town of Silverthorne’s “Art Spot Silverthorne Makerspace” is a good model to begin discussions. Therefore, a summary of our collective findings from the Town of Silverthorne is provided below with the Town of Grand Lake provided and attached as ATTACHMENT B. As well, ATTACHMENT A includes images from the peer community site visits. 1. TOWN OF SILVERTHORNE: In April of this year, Town Staff, members of the CASE Committee and the VVAG toured the Town of Silverthorne’s (1) Art Spot (2) Silverthorne Pavilion (3) and Silco Theatre, formerly the Lake Dillon Theater. a. Art Spot Silverthorne Makerspace: The Town of Silverthorne applied for and received a $300,000 grant from Colorado Creative Industries to remodel and equip their old fire station. The Art Spot opened in August of 2023 and is an unpretentious, welcoming, and colorful building which includes multiple spaces equipped with supplies for making art, teaching, learning, gathering, and celebrating. i. Art Spot revenue streams include membership, daily admissions, rental fees, and a 20% commission on art sold in The Market. ii. The General Fund includes $100,000 per year for operations and expenses of the Art Spot. The Town Public Operations Department maintains the property. iii. The Art Spot features three (3) studio spaces available to local artists to rent. The Town of Silverthorne subsidizes 40% of the rental fee. Artists use these spaces as a store-front and/or workspace to create. iv. “The Market” is the store front selling works of Summit County based artists. The Market is operated by Town staff and open 6 days a week. v. Certified programming spaces include a woodshop (hand and power tools, etc.) and ceramics (8 pottery wheels, kiln, etc.) where the user is required to take the Art Spot provided/led certification prior to using the space. vi. The non-certified spaces where certification is not required include jewelry making, drawing, textiles, candle making, flower arranging, painting, 3-D printing, and much more. vii. Silverthorne Staff described the difference between certified and non-certified space as the latter being “dust-free.” b. Silco Theatre: The Silco Theatre is a beautiful venue built in 2019 for $9 million with the Town of Silverthorne providing $6M and the Lake Dillon Theater Company raising the additional $3M. Page 5 of 5 i. The Town of Silverthorne subsidizes the Silco Theater $250,000 per year to help cover the cost of programming and events. ii. The Theatre revenue stream includes fund raising events, donations, sponsors, tickets, program fees, bar sales, and private rentals. iii. The Theater hosts a theatrical season which includes comedy, dramas, musicals, provocative theatre, concerts, and educational opportunities. iv. The Theater has multiple flex spaces which accommodate distinct types of seating based on performance type and number of tickets. c. Silverthorne Pavilion: Nestled adjacent to the Blue River and recreation pathways, the Silverthorne Pavilion hosts a multitude of weddings (over 200 weddings each year), concerts, theater, comedy, public and private meetings. i. The Pavilion grounds include cozy outdoor areas with seating and a fireplace. ii. The Pavilion indoor space includes a “ballroom” style room comfortably seating up to 250 guests, a balcony around the parameter, storage, and commissary. iii. The foyer includes a large entry way, a bar, and adjacent room for meetings, gatherings, etc. iv. The Pavilion is Town owned and operated. FINANCIAL CONSIDERATIONS: If the concepts proposed within are pleasing to the Town Council, Staff will proceed with the next steps including hiring an architect. The 2025 Proposed Budget includes a placeholder of $75,000 to engage an architect to begin the design process and $2M to build out the space with industrial finishes in most spaces. Staff will seek grants to contribute to redevelopment costs and equipment costs. Thank you, Danita ATTACHMENT A: Culture & Arts Center Concepts ATTACHMENT B: Peer Community Site Visit – Town of Grand Lake Culture & Arts Center Concepts August 19, 2024 Culture & Arts Center Concepts: 351 W. Benchmark Rd 8/19/2024 Danita Dempsey, CASE Manager ATTACHMENT A Old Fire Station: 351 Benchmark Road Ariel View Culture & Arts Center Concepts August 19, 2024 South Facing Facade Old Fire Station: 351 Benchmark Road Exterior West Facing Facade Culture & Arts Center Concepts August 19, 2024 North Facing Facade Old Fire Station: 351 Benchmark Road Exterior East Facing Facade Culture & Arts Center Concepts August 19, 2024 South Facing Facade Old Fire Station: 351 Benchmark Road Culture & Arts Center Concepts August 19, 2024 First Floor •Six (6) bedrooms. •Two (2) full baths, one (1) ½ bath (shower only). •One (1) conference room. •One (1) small office/reception area w/ storage closet, entry door. •One (1) larger open office space with storage closet and wet sink. •Two (2) small bays opening on the south side of the building. •Storage or other space behind the small bay on west side of the building. •Two (2) large bays opening on both the north and south sides of the building. •Storage or other space at base of steps to second floor, entry door. •Eight (8) bedrooms. •Four (4) full baths, one (1) ½ bath. •One (1) small living room/common space. •One (1) large living room/common space w/ kitchen and dining room. •One (1) laundry room (3 washer and 4 dryer outlets). •One (1) conference room, slightly below the second floor and separated by five to six steps up. •One (1) small hallway converted to a locker room. •Two (1) balconies connected to two different sets of bedrooms. Second Floor Old Fire Station: 351 Benchmark Road First Floor Full Bath Culture & Arts Center Concepts August 19, 2024 Large Bay Small Bay Open Office Old Fire Station: 351 Benchmark Road Second Floor Full Bath Culture & Arts Center Concepts August 19, 2024 Bedroom Kitchen Open Office Town of Silverthorne: Art Spot Silverthorne Makerspace The Market Culture & Arts Center Concepts August 19, 2024 Art Spot Culture & Arts Center Concepts August 19, 2024 Art Spot Makers Space: Certification Required Woodshop Ceramics / Pottery Culture & Arts Center Concepts August 19, 2024 Art Spot Makers Space: No Certification Drawing, Painting, Jewelry Making, Floral Arranging, etc. Culture & Arts Center Concepts August 19, 2024 Town of Silverthorne: Pavilion Weddings, Live Music, Film, Comedy Shows, etc. Culture & Arts Center Concepts August 19, 2024 Town of Silverthorne: Silco Theatre Dramas, Musicals, Concerts, Educational Opportunities, Comedy Shows, etc. Culture & Arts Center Concepts August 19, 2024 Town of Silverthorne: Silco Theatre Large Theatre | Multiple Seating Arrangements Small Theatre | Intimate Performances Culture & Arts Center Concepts August 19, 2024 Town of Grand Lake: Community House Historical Building (150 years) Theater for plays, concerts, art fairs, etc. Culture & Arts Center Concepts August 19, 2024 Town of Grand Lake: Rocky Mountain Folk School & Pavilion Folk School: Pottery, Boot Making, Chair Canning, Papermaking, etc. Pavilion: Bingo, Pumpkin Fest, Potlucks, Private Rental, etc. Culture & Arts Center Concepts August 19, 2024 Town of Grand Lake: Grand Lake Center Gymnasium: Theater, Pickle Ball, Private Rental, etc. Classroom Converted to Exercise Equipment Culture & Arts Center Concepts August 19, 2024 Town of Grand Lake: Grand Lake Center Classroom Converted: Meeting Space, Private Rentals, etc. Classrooms Converted: Daycare, Youth Hangout 970-748-4065 ddempsey@avon.org ATTACHMENT B PEER COMMUNITY SITE VISIT 1. TOWN OF GRAND LAKE: In May of this year, a site visit included a tour of the (1) 150-year-old Community House (2) covered outdoor Pavilion (3) Rocky Mountain Folk School offering “…western cowboy artisan crafts…” and (4) Grand Lake Center is a repurposed elementary school which the Town acquired from the School District for $10. The Town of Grand Lake became a Creative District in 2018 after eight different non-profit organizations came together to submit the application. The Town contributes $100,000 to the Creative District, which serves as a backstop to cover the cost of production. The local Chamber produces or hires producers for event production/activation. a. Community House: The historic building hosts community theatre on the small indoor stage which through Colorado Creative Industries grant for $136,000, recently updated the lights and sound equipment. i. The local theatre company has a 20–30-year lease for the three main spaces in the Community House. ii. An Art Fair is held in the building and on the grounds, and smaller spaces are used for piano or dance lessons, rehearsal space and the like. iii. The space is also available for private rentals. b. Pavilion: Outdoor covered pavilion with multiple large picnic tables, canvas roll up “walls” and festoon style lighting. i. Regular programming and a dynamic aspect to the space and for the community c. Grand Lake Center: In 2011, the Grand Lake Elementary School ceased operations. The School, purchased by the Town in 2015 and reopened in 2016 as the Grand Lake Center. i. A 22,000 square foot multi-purpose center for the community offering year-round activities for all ages featuring a fully equipped fitness center, indoor gymnasium with basketball/pickleball courts, youth programs and camps, business services, meeting, and event space. ii. Revenue streams include general funds, fitness membership, daily admissions, rental fees. iii. The Public Operations Department maintains the property and helps with setting up events. d. Rocky Mountain Folk School: The Folk School is located in a Town owned building with a rich history. i. The Folk School, which offers skill-based arts and crafts, opened in spring of 2022 to help the community further its creative vibrancy and economic development year-round. ii. The Town covers the cost of programming through the general fund and grants. 1 Adopted 2025: PROPOSED $1,030,976.75 Adopted 2025: PROPOSED $146,671.00 Adopted 2025: PROPOSED $884,305.75 Adopted 2024: ADOPTED $1,030,753.59 Adopted 2024: ADOPTED $127,221.00 Adopted 2024: ADOPTED $903,532.59 Difference $223.16 Difference $19,450.00 Difference -$19,226.84 2.13% Net Decrease TOWN PRODUCED EVENTS TOTALS TOWN PRODUCED EVENTS TOTALS Variance Percentage of Change Winter Fireworks 72,663.00$ Winter Fireworks 68,329.00$ (4,334.00)$ 5.9% Decrease Egg Hunt 16,192.50$ Egg Hunt 18,683.00$ 2,490.50$ 15% Increase Town Clean Up & Sustainability Fair -$ Town Clean Up & Sustainability Fair -$ -$ Best of the West 7,500.00$ Best of the West -$ (7,500.00)$ 100% Decrease AvonLIVE! (11)282,070.61$ AvonLIVE! (11)285,654.00$ 3,583.39$ 1.27% Increase SunsetLIVE! (14)35,342.50$ SunsetLIVE! (14)35,880.00$ 537.50$ 1.52% Increase Salute to the USA 379,563.75$ Salute to the USA 374,545.00$ (5,018.75)$ 1.32% Decrease Lakeside Cinema (9)28,399.50$ Lakeside Cinema (9)26,907.25$ (1,492.25)$ 5.25% Decrease Cars in the Park -$ Cars in the Park 5,562.50$ 5,562.50$ 100% Increase Paddle Battles 12,087.50$ Paddle Battlles 11,727.50$ (360.00)$ 3% Decrease Community Picnic 21,784.23$ Community Picnic 24,039.00$ 2,254.77$ 10.35% Increase Turkey Trot -$ Turkey Trot 18,749.50$ 18,749.50$ 100% Increase Heart & Soul Festival 7,500.00$ Heart & Soul Festival -$ (7,500.00)$ 100% Decrease General Advertising 11,000.00$ General Advertising -$ (11,000.00)$ 100% Decrease TOWN PRODUCED EVENTS TOTAL:$874,103.59 TOWN PRODUCED EVENTS TOTAL:$870,076.75 (4,026.84)$ 10% Overall Decrease THIRD PARTY PRODUCED TOTALS THIRD PARTY PRODUCED TOTALS Variance Percentage of Change Pride in the Park -$ Pride in the Park -$ Vail Valley Lacrosse -$ Vail Valley Lacrosse -$ -$ Vail Valley Brew-Au'22,000.00$ Vail Valley Brew-Au'-$ (22,000.00)$ 100% Decrease Dancing in the Park 40,000.00$ Dancing in the Park 40,000.00$ -$ Avon Art Celebration 3,000.00$ Avon Art Celebration 5,000.00$ 2,000.00$ 66% Increase Vail Valley Soccer Cup -$ Vail Valley Soccer Cup -$ -$ Man of the Cliff 10,000.00$ Man of the Cliff -$ (10,000.00)$ 100% Decrease Contingency 10,000.00$ Contingency -$ (10,000.00)$ 100% Decrease TOTAL THIRD PARTY & CONTINGENCY:85,000.00$ TOTAL THIRD PARTY & CONTINGENCY:45,000.00$ (40,000.00)$ 47% Decrease CULTURE, ARTS & ACTIVITIES TOTALS CULTURE, ARTS & ACTIVITIES TOTALS Variance Percentage of Change Temp. Art Installations 22,050.00$ Temp. Art Installations 24,700.00$ 2,650.00$ 12% Increase Temp. and/or Permanent Art Installation 49,600.00$ Temp. and/or Permanent Art Installation 41,200.00$ (8,400.00)$ 16% Decrease Grant Match -$ Grant Match 50,000.00$ 50,000.00$ 100% Increase TOTAL ART INSTALLATIONS:71,650.00$ TOTAL ART INSTALLATIONS:115,900.00$ 44,250.00$ 62% Increase GRAND TOTAL:$1,030,753.59 GRAND TOTAL:$1,030,976.75 223.16$ .02% Overall Increase EVENT SPONSORSHIP TOTALS EVENT SPONSORSHIP TOTALS Variance Percentage of Change Salute to the USA 10,000.00$ Community Events 3,333.33$ (6,666.67)$ AvonLIVE! Series -$ Firework Events 3,333.33$ 3,333.33$ Best of the West -$ Live Music Events 3,333.33$ 3,333.33$ Heart & Soul -$ -$ -$ Sub -Total:10,000.00$ Sub -Total:10,000.00$ -$ 0% EVENT CONCESSIONS EVENT CONCESSIONS Variance Percentage of Change Gross AvonLIVE! 43,131.00$ Gross AvonLIVE! 43,131.00$ -$ Gross Salute to the USA 51,000.00$ Gross Salute to the USA 51,000.00$ -$ Heart & Soul -$ Heart & Soul -$ -$ Sub -Total:94,131.00$ Sub -Total:94,131.00$ -$ 0% TURN-KEY PERMITS TURN-KEY PERMITS Variance Percentage of Change Other TBD 1,500.00$ Other TBD 1,500.00$ -$ Sub-Total:1,500.00$ Sub-Total:1,500.00$ -$ 0% SPECIAL EVENT FEES SPECIAL EVENT FEES Variance Percentage of Change Vendor Fees: Salute 9,350.00$ Vendor Fees: Salute 15,900.00$ 6,550.00$ 70% Increase Vendor Fees: Avon Live 4,000.00$ Vendor Fees: Avon Live 8,700.00$ 4,700.00$ 117% Increase Vendor Fees: Heart & Soul -$ Vendor Fees: Heart & Soul -$ -$ Bridge Banner Fees -$ Bridge Banner Fees -$ -$ Sound Permits 100.00$ Sound Permits 100.00$ -$ Paddle Battle Registration Fees 400.00$ Paddle Battle Registration Fees 400.00$ -$ Turkey Trot Registration Fees -$ Turkey Trot Registration Fees 10,000.00$ 10,000.00$ 100% Increase SunsetSUP Registration Fees -$ SunsetSUP Registration Fees -$ -$ Sub -Total:13,850.00$ Sub -Total:35,100.00$ 21,250.00$ 153% Increase SPECIAL EVENT ADMISSION FEES SPECIAL EVENT ADMISSION FEES Variance Percentage of Change Vail Valley Brew Fest 1,800.00$ Vail Valley Brew Fest -$ (1,800.00)$ Sub-Total:1,800.00$ Sub-Total:-$ (1,800.00)$ 100% Decrease MOBILE VENDORS MOBILE VENDORS Variance Percentage of Change Food Truck Program 700.00$ Food Truck Program 700.00$ -$ Sub-Total:700.00$ Sub-Total:700.00$ -$ 0% PAVILION RENTAL $5,000 PAVILION RENTAL $5,000 Variance Percentage of Change Sub-Total:$5,000 Sub-Total:$5,000 -$ 0% FIELD RENTAL $240 FIELD RENTAL $240 Variance Percentage of Change Sub-Total:$240 Sub-Total:$240 -$ 0% TOTAL PROJECTED REVENUE:127,221.00$ TOTAL PROJECTED REVENUE:146,671.00$ 19,450.00$ 15.3% Increase 2024 BUDGET EXPENSE: ADOPTED 2025 BUDGET EXPENSE: PROPOSED 2024 BUDGET REVENUE: ADOPTED 2025 BUDGET REVENUE: PROPOSED 2024 VS 2025 BUDGET COMPARISON ATTACHMENT B 2024 VS 2025 BUDGET COMPARISION SUMMARY: 9.12.2024 GROSS EXPENSE GROSS REVENUE NET Attachment C: DRAFT 2025 Events Calendar January February March Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 1 1 5 6 7 8 9 10 11 2 3 4 5 6 7 8 2 3 4 5 6 7 8 12 13 14 15 16 17 18 9 10 11 12 13 14 15 9 10 11 12 13 14 15 19 20 21 22 23 24 25 16 17 18 19 20 21 22 16 17 18 19 20 21 22 26 27 28 29 30 31 23 24 25 26 27 28 23 24 25 26 27 28 29 30 31 April M May June Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 3 1 2 3 4 5 6 7 6 7 8 9 10 11 12 4 5 6 7 8 9 10 8 9 10 11 12 13 14 13 14 15 16 17 18 19 11 12 13 14 15 16 17 15 16 17 18 19 20 21 20 21 22 23 24 25 26 18 19 20 21 22 23 24 22 23 24 25 26 27 28 27 28 29 30 25 26 27 28 29 30 31 29 30 July August S September Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 1 2 3 4 5 6 6 7 8 9 10 11 12 3 4 5 6 7 8 9 7 8 9 10 11 12 13 13 14 15 16 17 18 19 10 11 12 13 14 15 16 14 15 16 17 18 19 20 20 21 22 23 24 25 26 17 18 19 20 21 22 23 21 22 23 24 25 26 27 27 28 29 30 31 24 25 26 27 28 29 30 28 29 30 31 October November December Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 1 1 2 3 4 5 6 5 6 7 8 9 10 11 2 3 4 5 6 7 8 7 8 9 10 11 12 13 12 13 14 15 16 17 18 9 10 11 12 13 14 15 14 15 16 17 18 19 20 19 20 21 22 23 24 25 16 17 18 19 20 21 22 21 22 23 24 25 26 27 26 27 28 29 30 31 23 24 25 26 27 28 29 28 29 30 31 30 Event Type Legend Music Education Hold Private Rental / APP Arts, Culture & Culinary MSM Activation Participatory & Athletic Field Maintenance 2+ colors for multiple Events/Venues Event: Dates, Names & Venue Details JANUARY January 11 | Fireworks in Avon A April April 19 | Egg Hunt UF. MAY May 21 | Town Clean Up & Sustainability Fair A May 25 | SunsetLIVE! T JUNE June 1, 8, 15, 22, 29 | SunsetLIVE! T June 14 | Pride in the Park** P, UF June 26 | Bravo! **P, UF HOLD June 11, 18, 25 | AvonLIVE! P, UF June 17 - 19 | Lacrosse** LF JULY July 3 | Salute to the USA P, A, UF, LF, T July 9, 16, 23, 30 | AvonLIVE! P, UF July 12 | Triple Bypass** UF, A July 24 - 27 | Avon Arts Celebration**UF Load the 24th July 6, 13, 20, 27 | SunsetLIVE! T July 11, 18, 25 | LS Cinema P, UF July 19 | CO Disc Dogs** UF July 31 | Dancing in the Park** P, UF AUGUST August 1, 8, 15, 22, 29 | LS Cinema P August 4, 11, 18, 25, 31| SunsetLIVE! T August 9 | Open Water Swim Champ NB, NL August 31 | Paddle BattlesNB, NL August 2, 9,16 | HOLD August 6, 13, 20, 27 | AvonLIVE! P, UF August 23 | Cars in the Park** UF, P SEPTEMBER September 6 or 7 | AVID Dance** UF, P, T, GR HOLD September 11 | Community Picnic UF OCTOBER October 3 -5 | Vail Valley Soccer Tournament** UF, LF October 25 | Polar Plunge NL, T NOVEMBER November 20 | Turkey Trot TR, UF, P Venue Legend Main Street Mall | MSM Pavilion | P Terrace | T All-town | A Trails | TR Lower Rec Field | LF Upper Rec Field | UF Nottingham Lake | NL Nottingham Beach | NB 2025 Private Rentals Calendar January February March Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 1 1 5 6 7 8 9 10 11 2 3 4 5 6 7 8 2 3 4 5 6 7 8 12 13 14 15 16 17 18 9 10 11 12 13 14 15 9 10 11 12 13 14 15 19 20 21 22 23 24 25 16 17 18 19 20 21 22 16 17 18 19 20 21 22 26 27 28 29 30 31 23 24 25 26 27 28 23 24 25 26 27 28 29 30 31 April M May June Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 3 1 2 3 4 5 6 7 6 7 8 9 10 11 12 4 5 6 7 8 9 10 8 9 10 11 12 13 14 13 14 15 16 17 18 19 11 12 13 14 15 16 17 15 16 17 18 19 20 21 20 21 22 23 24 25 26 18 19 20 21 22 23 24 22 23 24 25 26 27 28 27 28 29 30 25 26 27 28 29 30 31 29 30 July August S September Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 1 2 3 4 5 6 6 7 8 9 10 11 12 3 4 5 6 7 8 9 7 8 9 10 11 12 13 13 14 15 16 17 18 19 10 11 12 13 14 15 16 14 15 16 17 18 19 20 20 21 22 23 24 25 26 17 18 19 20 21 22 23 21 22 23 24 25 26 27 27 28 29 30 31 24 25 26 27 28 29 30 28 29 30 31 October November December Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 1 1 2 3 4 5 6 5 6 7 8 9 10 11 2 3 4 5 6 7 8 7 8 9 10 11 12 13 12 13 14 15 16 17 18 9 10 11 12 13 14 15 14 15 16 17 18 19 20 19 20 21 22 23 24 25 16 17 18 19 20 21 22 21 22 23 24 25 26 27 26 27 28 29 30 31 23 24 25 26 27 28 29 28 29 30 31 30 Event: Dates, Names & Venue Details MAY May 28 | BCMS Continuation Ceremony P, UF May 30 | EFEC P, UF JUNE JULY July 19 | Colorado Disc Dogs UF July 21, 22, 24, 25 | High Five Media – Summer Camp GR August August 5 - 30 (T, W, TH, SAT) | Vail Valley Soccer Practices & Games LF September September 2 - 30 (T, W, TH, SAT) | Vail Valley Soccer Practices & Games LF September 3 | Town of Avon Staff Picnic P, UF, T October October 1 - 31 (T, W, TH, SAT) | Vail Valley Soccer Practices & Games LF Venue Legend Main Street Mall | MSM Pavilion | P Terrace | T All-town | A Trails | TR Lower Rec Field | LF Upper Rec Field | UF Nottingham Lake | NL Nottingham Beach | NB 2025 Recreation Events Calendar January February March Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 1 1 5 6 7 8 9 10 11 2 3 4 5 6 7 8 2 3 4 5 6 7 8 12 13 14 15 16 17 18 9 10 11 12 13 14 15 9 10 11 12 13 14 15 19 20 21 22 23 24 25 16 17 18 19 20 21 22 16 17 18 19 20 21 22 26 27 28 29 30 31 23 24 25 26 27 28 23 24 25 26 27 28 29 30 31 April M May June Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 3 1 2 3 4 5 6 7 6 7 8 9 10 11 12 4 5 6 7 8 9 10 8 9 10 11 12 13 14 13 14 15 16 17 18 19 11 12 13 14 15 16 17 15 16 17 18 19 20 21 20 21 22 23 24 25 26 18 19 20 21 22 23 24 22 23 24 25 26 27 28 27 28 29 30 25 26 27 28 29 30 31 29 30 July August S September Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 5 1 2 1 2 3 4 5 6 6 7 8 9 10 11 12 3 4 5 6 7 8 9 7 8 9 10 11 12 13 13 14 15 16 17 18 19 10 11 12 13 14 15 16 14 15 16 17 18 19 20 20 21 22 23 24 25 26 17 18 19 20 21 22 23 21 22 23 24 25 26 27 27 28 29 30 31 24 25 26 27 28 29 30 28 29 30 31 October November December Su M T W T F Sa Su M T W T F Sa Su M T W T F Sa 1 2 3 4 1 1 2 3 4 5 6 5 6 7 8 9 10 11 2 3 4 5 6 7 8 7 8 9 10 11 12 13 12 13 14 15 16 17 18 9 10 11 12 13 14 15 14 15 16 17 18 19 20 19 20 21 22 23 24 25 16 17 18 19 20 21 22 21 22 23 24 25 26 27 26 27 28 29 30 31 23 24 25 26 27 28 29 28 29 30 31 30 Event: Dates, Names & Venue Details JUNE June 9, 16, 23, 30 | Therapeutic Yoga in the Park T June 12, 19, 26 | OW Swim NB, NL June 16, 23, 30 | Dunk-N-Dash NB, NL, TR June 12, 19, 26 | Youth Yoga in the Park T June 14 | Super Dad 2K Run/Walk TR June 21, 28 | Stiff People Yoga in the Park RECLAWN June 25 | Kickball League LF JULY July 5, 19, 26 | Stiff People Yoga in the Park RECLAWN July 7, 14, 21, 28 | Dunk-N-Dash NB, NL, TR July 9, 16, 23, 30 | Kickball League LF July 7, 14, 21, 28 | Therapeutic Yoga in the Park T July 8, 15, 22, 29 | Sand Volleyball NB July 10, 17, 24, 31 | OW Swim NL, N AUGUST August 2 | Kickball Playoffs LF August 4, 11, 18, 25 | Therapeutic Yoga in the Park T August 5, 12, 19 | Sand Volleyball NB August 9 | Open Water Swim Champ NB, NL August 2, 9, 16, 23, 30 | Stiff People Yoga in the Park RECLAWN August 4 | Dunk-N-Dash NB, NL August 7 | OW Swim NL, NB August 11 | Dunk-N-Dash Champs NB, NL SEPTEMBER OCTOBER October 18 | Pumpkin 2K Fun Run TR Venue Legend Main Street Mall | MSM Pavilion | P Terrace | T All-town | A Trails | TR Lower Rec Field | LF Upper Rec Field | UF Nottingham Lake | NL Nottingham Beach | NB 970-748-4072 cvanwinkle@avon.org TO: Honorable Mayor Amy Phillips and Council members FROM: Chelsea Van Winkle, Senior Special Events Coordinator Danita Dempsey, Culture, Arts & Special Events Manager RE: Salute to the USA Post Event Report DATE: September 3, 2024 SUMMARY: This report contains a summary of Staff findings, observations and reporting as well as Intercept Survey data on the 38th annual Salute to the USA event, on July 3rd, 2024. This is submitted as a written report and no action by Council is requested. BACKGROUND: Avon’s hallmark and signature event Salute to the USA was held for the 38th year on Wednesday, July 3rd, 2024. The event is well established and can draw upwards of 25,000 people to Harry A. Nottingham Park and surrounding areas. This year’s event included a multi-layered fireworks display including a reimagined soundtrack, and headlining, multi–Grammy Award winning artist, Melissa Etheridge. Family entertainment / activities continue to be key elements of the event including the “Heart of the Valley” interactive art experience, “Inspiration River” rock painting, themed aerialists, several inflatable features, face painters, balloon sculptors, and a magician. POST EVENT REPORT: Salute to the USA is the most sophisticated Town produced event regarding marketing and promotions, operations and logistics, safety and security, stage production, and activations resulting in a highly memorable and shareable experience for attendees. Once again, the event was executed well, and all operational aspects ran smoothly. All departments and Staff were positive, initiative- taking, communicated well, and did a fantastic job. The number of guests through the gates is estimated at 20,835 (approximate guest count in 2023 = 19,439 2022 = 18,534; 2021 = 8,300, 2019 = 21,232). Guests were clicked by Staff and/or volunteer personnel as they accessed the venue via four main entry points located at (1) Gate D between the Recreation Center and Library, (2) Gate C Lake Street South terminus, (3) Gate B Lake Street North terminus, and (4) Gate A pedestrian bridge near the playground. Estimating crowd attendance at a free event / venue is more art than science. However, using the data that we collected, and the historical and institutional knowledge of Staff, we can get relatively close to an actual attendance number. Based on drone images, bar sales, portable restroom capacity, volume of trash, recycle, and compost products, food vendors lines and sales, bus ridership reports and the inability to move easily through the venue, Staff believes the attendance to be larger than 20,835 people clicked at the gate. Based on that analysis and careful not to over inflate attendance number, Staff estimates attendance is likely closer to 23,000 to 24,000. Intercept Insights, LLC surveyed the event via in-person intercept and QR code methods in both English and Spanish; 18.8% of the responses were recorded in Spanish, down slightly from 24.3% in 2023. The survey report highlights are provided below, and the full survey report is provided as Attachment A. 1.Total completed surveys – 101 | 95 In-person Intercepts | 6 QR Code Completions 2.Sample size provides statistical validity with an error rate of 9.7% at a 95% confidence interval 3.Estimated attendance – 23,000 4.Estimated revenue generated to the Town of Avon – 3.5M 5.Overall Satisfaction Score – 97 (up from 89 in 2023) ATTACHMENT D Page 2 of 4 6. 67% of the attendees came to Avon, CO specifically for the Salute to the USA (decrease of 11% from 2023) 7. 60% of the attendees had attended Salute to the USA in the past (decreased 5% from 2023) 8. “Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for Salute to the USA?” (Like 2023 and 2022) 9. 82% are “Very” or “Extremely Likely” to return in the future (decreased 1% from 2023) 10. Average age of respondents – 45.1 | Average age of children under 18 – 8.2 11. 75% of the attendees staying in paid lodging stayed in Avon, CO (decrease of 15% from 2023) 12. Average nights stayed in paid lodging in Avon, CO – 3.4 (decrease of 9% from 2023) 13. Estimated number of room nights generated in Avon – 2,567 (decrease of 143 room nights over 2023) 14. Estimated average nightly rate in Avon - $503 (Increase of $123 per room/night from 2023) Furthermore, the open-ended questions section of the survey participants was asked, “What can we do to increase your likelihood to recommend this event? as well as “Is there one thing we can do to enhance your experience in the future?”. The most common responses for both questions were (1) related to venue capacity (2) long food and beverage lines (3) getting to/from the venue/parking and (4) provide more “things” and in Spanish. The remainder of this report provides a brief list of what Staff believes functioned well, and areas identified as needing improvement and/or adjustment. Additionally, a detailed Final Post Event Brief arranged by (1) Production & Talent (2) Security, Medical & Emergency Response (3) Sanitation & Resource Recovery (4) Marketing, Promotions & Communications (5) Transportation & Parking; and (6) Operations & Logistics to allow for ease of organizing the information, the Final Post Event Brief is provided and attached as Attachment B. Additionally, a mini photo gallery is provided as Attachment C. Functioned Well: 1. Digital GIS Event Maps created by Staff and available to the public, vendors, and Staff. 2. The Trash, Recycle and Compost Diversion rate was the highest yet at 81.03%. 3. New language on the video walls on stage regarding “…picking up trash after event…” along with the amazing work of the Walking Mountains team, resulted in less trash being left on the ground than 2023. 4. Increased ADA parking at the Rec. Center north and Town Hall lots supported by more ADA parking signage and Staff to guide users on access to the venue. 5. Increased bar sales by 6.4%; from $51,400 last year to $54,700 this year. a. Approx. Sales Tax generated by bar sales = $4,239. 6. Increased number of food vendors by 13%; from 22 last year, to 26 this year. a. At the time of this report, vendor sales tax numbers are not available. 7. Increased number of standard and ADA portable restrooms and adjusted banks of restrooms to accommodate capacity issues from last year. 8. VIP Experience continues to be well received by attendees and the addition of a laptop for guest check-in worked well. A total of 180 food coupons and 225 entry coupons were collected. 9. Avon Transit Special Event Shuttle reporting shows a 79.7% increase in overall ridership over last year. 10. Use of Meridian Vehicle Barriers at all four (4) main gates continues to provide guest safety and visually enhance entrances. Page 3 of 4 11. Addition of the Frosted Flamingo “inspiration river, painted rocks” project; 465 unique creations to that are installed on the Main Street Mall for the community to enjoy. 12. The “360 Selfie Video” activity reported 105,454 total impressions (up 34% over 2023) and 31,527 social reaches (up 34% over 2023), continuing to elevate social media awareness. 13. Event marketing and promotions including print, digital, radio, light pole banners, and social. Social specifically, resulted in over 32,000 impressions. 14. Headline and opening talent were great fits for the Avon brand, huge successes and enjoyed by the multiple generations in attendance! 15. Increased communication with SUP CO regarding lake closure and SUP CO operations. 16. Pre-event communications, planning materials and “All Staff Meting” meeting was well received and supported everyone’s success. 17. Staff Comments: a. “Knowing my wheelhouse made me more efficient……This is related to great job on the communication. The emails going out with everyone’s job was very helpful.” b. “Everything seemed to go so smoothly and everyone who was there seemed super happy, it was a fun night, and you all did an absolutely incredible job!” c. “The event was wonderful! I can't believe how much it's grown since I moved here 20+ years ago. It was basically standing room only by the time the music started.” Areas for Improvement / Adjustment: 1. Increased food vendors equate to an increase in power needs, thus additional power assets are required. 2. Reduce depth of “service area” behind vendors on north side due to increase safety for their and our staff. 3. Wi-Fi during the height of beverage service at the bar was less than desirable specifically on the north side of the venue. Staff are working with the service provider, Resort Internet to determine the issue with service. 4. Water Monster location and low water pressure creates service issues during the event and guests are inconvenienced while Staff refills the Water Monster. 5. Better communication to ensure the branded reusable bags are at the gates prior to opening. 6. Explore using Eventbrite for VIP invitations, tracking and reporting. 7. Bars were not fully stocked with product prior to gates and difficult for Staff to maneuver through crowd to restock during the event. 8. Competition for bar staff due to the Gerald R. Ford Amphitheater concert on the same day resulted in numerous new bar staff and familiarity. 9. Reinstate security behind each vendor row to reduce guests jumping over barricade fencing, tripping on power cords and enforcing vendors staff wristbands. FINANCIAL CONSIDERATIONS: The Approved 2024 Budget event expense is $385,306 and at the time of this report, the year to date spend is $356,995 representing a savings of $28,311. The Approved 2024 Budget event revenue projection is $70,350 ($10,000 in sponsorship, $51,000 in bar sales, and $9,350 in vendor booth fees), and the actual year to date gross revenue is $70,600 ($54,700 in bar sales and $15,900 in vendor booth fees). Therefore, at the time of this report, the net expense is $286,395. Finally, sponsorship resulted in a direct savings of $5,700 (Vail Honeywagon and Waste Management) and an indirect savings of $8,880 (Vail Daily, 11Eleven Creative and KZYR). Page 4 of 4 Thank you, Danita & Chelsea Attachment A: Salute to the USA 2024 Survey Report Attachment B: Final Post Event Brief – Salute to the USA 2024 Attachment C: Photo Gallery Salute to the USA SALUTE TO THE USA DASHBOARD Prepared for: Town of Avon Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com ATTACHMENT A HIGHLIGHTS v Total completed surveys – 101 | 95 In-person Intercepts | 6 QR Code Compleons v Sample size provides stascal validity with an error rate of 9.7% at a 95% confidence interval v Esmated a*endance – 23,000 v Esmated revenue generated to the Town of Avon - 3.5M v Net Promoter Score – 80 v Overall Sasfacon Score – 97 v 67% of the a*endees came to Avon, CO specifically for the Salute to the USA v 60% of the a*endees had a*ended Salute to the USA in the past v 82% are “Very” or “Extremely Likely” to return in the future v “Word-of-mouth” was selected most when asked, “How did you hear about, and/or where did you see adversing for Salute to the USA?” v 64% of those who saw adversing in a newspaper, saw it in a Vail Daily print ad v 75% of the a*endees staying in paid lodging stayed in Avon, CO v Average nights stayed in paid lodging in Avon, CO – 3.4 v Esmated number of room nights generated in Avon – 2,567 v Esmated average nightly rate in Avon - $503 v Average age of respondents – 45.1 | Average age of children under 18 – 8.2 SALUTE TO THE USA SALUTE TO THE USA FILTERS 2022 2023 2024 0K 5K 1.. 1.. 2.. 2.. 3.. 3.. 4.. 4.. 5.. . . . . . . . . . 23,00022,000 16,500 $2,336,856 $2,668,905 $3,513,104 Attendance and Revenue Generation Year All SALUTE TO THE USA FILTERS 2022 2023 2024 0% 20% 40% 60% 80% 100% 3%2%10%14%25%15% 80%71%64% 83%73%74% Net Promoter Score Year All Legend Promoters Net Promoter Score Passive Supporters Detractors Overall satisfaction Availability of food & beverages Quality of food & beverages Friendliness of staff Quality of the Entertainment 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0 20 40 60 80 100 97 8988 93 8388 93 8792 98 9094 95 8788 Attribute Satisfaction Ratings SALUTE TO THE USA FILTERS A good headline Don’t wanna share Get a bigger venue Incluir música en español More beer lines More water What can we do to increase your likelihood to recommend this event? Year 2024 SALUTE TO THE USA FILTERS Easier getting to and from the foods Figure out the lines Incluir más cosas en español Más música en español Mejor parqueadero More chairs or rental chairs More face painters and ballooners No suggestions. Great fun! No- thank you!! You are wonderful! Nothing Pierogi food truck from Glenwood springs Some sort of golf cart to bring older people closer to the event Is there one thing we can do to enhance your experience in the future? Year 2024 SALUTE TO THE USA FILTERS Came for event Heard about it after arrival 2022 2023 2024 2022 2023 2024 0% 20% 40% 60% 80% 67% 78% 73% 33% 22% 27% Reason for Visiting Avon Year All Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 2022 2023 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 20% 40% 60% 1%3%3%1%3% 15% 19% 10% 53% 35% 28%29% 44% 55% Intention to Return SALUTE TO THE USA FILTERS First year 2 years 3 years 4 years 5+ years 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 10% 20% 30% 40%40% 35% 38% 16% 12% 10%9% 14% 8% 3%3% 7% 33% 36%38% Prior Attendance Year All Self Spouse or significant other Family (including children)Family (not including children)Friends and Family Friends Only Group 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2023 0% 10% 20% 30% 40% 9% 7% 12% 41% 21% 24%26% 28%29% 6%6% 15% 7% 18% 14% 12% 19% 6% 2% With Whom Attended SALUTE TO THE USA FILTERS Yes No 2022 2023 2024 2022 2023 2024 0% 10% 20% 30% 40% 21% 37% 26% 5% 2% 9% Are you with children < 18? Year All 1 Child 2 Children 3 Children 4 Children 5 Children More than five children 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2023 2024 2022 2023 0% 20% 40% 33% 13% 30% 43% 50% 44% 10% 24% 11%10% 5%4%5%5%3% 11% Number of Children < 18 2022 2023 2024 0.0 2.0 4.0 6.0 8.0 8.28.3 7.0 Average Age of Children SALUTE TO THE USA FILTERS Email Radio Newspaper Friends/Family Town of Avon Website Discover Avon Website Google Search Other Website Facebook/Instagram Poster Concierge Bands in Town Other 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 20% 40% 3%2%2% 5%7% 25% 15% 29% 45%44% 31% 13%10% 6% 3%2% 10% 7% 4%1%2% 8% 14%16% 20% 13% 3%2%3%3%3% 12%12% Media/Awareness Year All Vail Daily (Print) vaildaily.com summitdaily.com Other None of these 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 50% 100% 64% 81% 41% 29% 5%5% Newspaper Advertising SALUTE TO THE USA FILTERS Primary Residence Paid Lodging Friends/Family 2nd Home Timeshare VRBO/AirBnB Day Trip Camping Other (Please specify) 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2024 2022 2023 2023 2024 0% 20% 40% 60% 46% 58%54% 12%12%12%8%8%9%13%12%7%12% 6%6%6%3%6%3%4%1%1%1%1% Accommodations Year All Avon Beaver Creek Eagle Vail Vail Breckenridge Eagle Keystone Leadville Dillon/Silverthorne Edwards Gypsum Minturn 2022 2023 2024 2022 2024 2022 2022 2023 2024 2022 2023 2024 2022 2022 2024 2023 2024 2023 2024 2023 2023 2024 0% 20% 40% 60%63%67%67% 7% 12% 7%9%8%7% 2%2%2%2%2%2%2%2% 13%14% 6%2%2% In what town are you staying? Click on the accommodation type to see in which town the respondent was staying SALUTE TO THE USA FILTERS 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+ 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2024 0% 20% 40% 21%22% 10% 29% 39% 46% 17% 31%29% 10% 6%7% 19% 2%2%5%5% Nights Stayed Categories (All Accommodations) Year All 2022 2023 2024 0.0 2.0 4.0 6.0 3.4 4.3 5.5 Average Nights Stayed (Paid Lodging in Avon) SALUTE TO THE USA FILTERS Lodging Spend Dining Spend Vendor Spend Retail Spend Activities Spend 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 $0 $1,000 $2,000 $1,147$1,131 $1,928 $174$114$126 $67$73$61 $22$41$30 $20$53$39 Average Household Spend in Avon by Category Year All 2022 2023 2024 $0 $100 $200 $300 $400 $500 $600 $503 $380 $529 Average Nightly Rate Generated in Avon 2022 2023 2024 0 1,000 2,000 3,000 2,5672,7102,643 Room Nights Generated in Avon SALUTE TO THE USA FILTERS 0% 1% 7% 0% 1% 1% 1% 1% 1% 1% 0% 0% 0% 2% 1% 0% 0% 1% 0%1% 1% 2% 73% 1% 0%1% © 2024 Mapbox © OpenStreetMap Origin Year All 0%73% Percentage SALUTE TO THE USA FILTERS Colorado Texas Florida Arizona Chile England Georgia Kansas Massachusetts Mexico Minnesota Missouri 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2024 2022 2022 2022 2023 2024 2022 2023 2022 2022 2023 2022 2022 2023 2022 2022 2022 2022 2022 0% 10% 20% 30% 40% 50% 60% 70% 80% 68%75%73% 10%4%7%4%1%2%3%1%1%2%2%1%1%1%1%1%1%2%2%4%1%1% States of Origin Year All Local In-State Day In-State Overnight Out-of-State International 2022 2023 2024 2022 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 20% 40% 60% 46% 58% 54% 3%4% 22% 17%15% 29% 21%22% 1%3%4% Market Segment SALUTE TO THE USA FILTERS Avon Edwards Vail Eagle Vail Gypsum Eagle Minturn Redcliff Other (please specify) 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2022 2023 0% 20% 40%42% 25%27%29%28% 23% 7%7% 16% 7% 13% 4% 8%10% 16%18% 4%2%1%3%1% 6%3% In which community do you live? Year All East Core (valley floor east of Avon Road – Chapel Square) Hurd Lane/Eaglebend Mountain Star Northside – Metcalf and Nottingham Roads Nottingham Park/Lake Area Other (please specify) Town Core Area (between Avon Road an Avon Rec Center) Village at Avon, Piedmont, Buffalo Ridge West Avon (valley floor west of Avon Elementary – Sunridge/Aspens/Liftview) Wildridge 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 2023 2022 2023 2022 2023 2022 2023 0% 20% 40% 5%5%9%11%9%11% 5% 11%14%11% 5% 16% 5%5%5%9% 16% 36% 16% In which part of Avon do you live? SALUTE TO THE USA FILTERS Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children Prefer not to answer 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 10% 20% 30%28% 33%33%35% 18% 24% 12%13% 17% 7% 3%4%2%4% 12% 26% 16% 3% 7% 2% Family Status Year All Own Rent Prefer not to answer 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 20% 40% 60% 80% 73%75%74% 25% 20%21% 2%5%4% Own vs. Rent Primary Residence SALUTE TO THE USA FILTERS Some High School High School Some College Associates Degree (2 year) Bachelor's Degree (4 Year) Post Graduate Degree Prefer not to answer 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 20% 40% 1%2%3% 12%8% 15% 8% 14% 7%10%7%2% 32% 42%47% 34% 23%17% 4%4%7% Education Level Year All Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+ Prefer not to answer 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 20% 40% 2%4%1% 4%2%2% 6%5% 9% 6%4%2% 11%11% 7% 20% 25% 17%14% 20% 14% 10% 5%6% 28%25% 42% Income Categories SALUTE TO THE USA FILTERS Female Male Prefer not to answer 2022 2023 2024 2022 2023 2024 2022 2023 0% 20% 40% 60% 50% 45%45%50%54%54% 1%1% Gender Year All White/Caucasian Hispanic/Latinx Black/African American Asian Native American/American Indian Native Hawaiian/Pacific Islander Other Prefer not to answer 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 50% 100% 78% 69%67% 20% 29%27% 2%1%3%2%2%1%3%0%0%0%0%0%0%1%3% Ethnicity 18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 2023 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 10% 20% 30% 2%1% 5% 12% 19% 13% 14% 29%29% 23%22% 21%20% 13% 20% 30% 10% 18% Age Categories 2022 2023 2024 0.0 10.0 20.0 30.0 40.0 50.0 45.145.0 48.7 Average Age SALUTE TO THE USA FILTERS Outdoor Enthusiast (camping, hunting, fishing) Traveler Wine & Foodie Sports Enthusiast (hiking, biking, skiing) Health & Fitness Home Enthusiast (gardening, pet owner, avid reader) Tech Enthusiast Investment & Money Hobbies & Interests (collector, crafts, home shop) Craft Beer Enthusiast Arts Enthusiast (music, dance, Theatre) Live Music Enthusiast Other 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 2022 2023 2024 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 46% 52% 47% 42% 51% 42% 26% 33% 41% 37%39% 36% 20% 29% 20% 5% 18% 14% 4%3%5% 20% 12%12% 16%16% 12% 25% 27% 15% 22%22% 31% 35% 32% 5% 2%3% Lifestyle Categories Year All ATTACHMENT B - POST-EVENT BRIEF EVENT OVERVIEW EVENT NAME DAY/DATE AND TIMES PRODUCER Salute to the USA Wednesday, July 3 rd, 2024 Start Time: 5:00pm End Time: 10:30pm ☒ Town Produced ☐ 3rd party _______________ LOCATION ESTIMATED ATTENDANCE/FREE OR TICKETED WEATHER DURING EVENT Avon Pavilion and Nottingham Park 23,000 estimated attendees 20,835 people came through the gates. • GATE A: 7,618 (PLAYGROUND) • GATE B: 2,947 (LAKE STREET N.) • GATE C: 4,811 (LAKE STREET S.) • GATE D: 5,459 (LIBRARY/REC.) Temp: High 73 Low 43 Wind: Had gusts of wind during set up but died down by gates Rain/Snow: N/A Weather was beautiful, great temperature with some cloud coverage BRIEF EVENT DESCRIPTION The 38th Annual Salute to the USA – a celebration that's all about family, tradition, community, and pure excitement! Join us at the heart of the action in Harry A. Nottingham Park, where the atmosphere is buzzing with kids’ activities like face painters, balloon sculptors, magicians, and even inflatable fun houses that promise endless thrills as well as artful activations that create connection to arts and culture in our community. From the zingy freshness of squeezed lemonade to the irresistible allure of funnel cakes, and the savory goodness of turkey legs to the smoky perfection of roasted ears of corn – there's something for every taste bud. In addition to our incredible food options, you can stop by the Hahnewald Bar for a refreshing ice-cold beverage. But the real magic happens when the Grammy Award-winning artists hit the stage, setting the scene for a night of dancing and singing that will resonate through the entire community. And just when you thought it couldn't get any better, brace yourselves for one of the biggest fireworks shows in Colorado, lighting up the night sky over Nottingham Lake! This isn't just an event; it's a celebration of togetherness, joy, and the spirit of community that makes Avon shine. Don't miss out on the magic! Opener: Texas Hill Headliner: Melissa Etheridge EVENT DETAILS CASH FUNDING IN-KIND FUNDING: ESTIMATED COST ALCOHOL SERVED 2024 ADOPTED BUDGET = $385,306 $ _________________________________ ☒ Yes, Town Served ☐ Yes, BYOB ☐ Yes, S.E. Permit ☐ No STAFF OBSERVATI0NS/RECOMMENDATIONS Overall, the entire event ran smoothly, especially with having large production needs, new staff and fireworks. The team was firing on all cylinders and was positive, proactive and did a fantastic job. There are only a few minor adjustments to consider for next year. Avon staff continues to come together to put on the best Independence Day celebration in the Valley! Functioned Well: • Overall, Town of Avon Staff communicated well and worked extremely hard to put on a successful event. • Pre-event communications, planning materials and “All Staff Meting” meeting was well received and supported everyone’s success. • The Public Operations and Buildings team is seasoned and happy to be there. Their attitudes were great, and they worked well together to get everything done as well as pivot when needed. • Public Operations, Building and Events Team worked well together and stayed ahead of schedule setting event assets. • Digital GIS Event Maps created by Staff and available to the public, vendors, and Staff. • The Trash, Recycle and Compost Diversion rate was the highest yet at 81.03%. Page 2 • Increased ADA parking at the Rec. Center north and Town Hall lots supported by more ADA parking signage and Staff to guide users on access to the venue. • Increased bar sales by 6.4%; from $51,400 last year to $54,700 this year. o Approx. Sales Tax generated by bar sales = $4,239. • Increased number of food vendors by 13%; from 22 last year, to 26 this year. o All vendors did very well, and we did not receive any complaints or issues from vendors. • Avon Transit Special Event Shuttle reporting shows a 79.7% increase in overall ridership over last year. • Use of Meridian Vehicle Barriers at all four (4) main gates continues to provide guest safety and visually enhance entrances. • Headline and opening talent were great fits for the Avon brand, huge successes and enjoyed by the multiple generations in attendance! • Increased communication with SUP CO regarding lake closure and SUP CO operations. • The weather was phenomenal with mild temperatures, low winds and rain in the weeks leading into Salute to the USA. Staff were therefore less concerned about launching fireworks. • The Avon Library staff was thankful for our staff and appreciated the communication and assistance. • Staff Comments: o “Knowing my wheelhouse made me more efficient……This is related to great job on the communication. The emails going out with everyone’s job was very helpful.” o “Everything seemed to go so smoothly and everyone who was there seemed super happy, it was a fun night, and you all did an absolutely incredible job!” o “The event was wonderful! I can't believe how much it's grown since I moved here 20+ years ago. It was basically standing room only by the time the music started.” Areas for Improvement/Adjustment: • Increased food vendors equate to an increase in power needs, thus additional power assets are required. • Reduce depth of “service area” behind vendors on north side due to increase safety for their and our staff. • Wi-Fi during the height of beverage service at the bar was less than desirable specifically on the north side of the venue. Staff are working with the service provider, Resort Internet, to determine the issue with service. • Water Monster location and low water pressure creates service issues during the event and guests are inconvenienced while Staff refills the Water Monster. • Better communication to ensure the branded reusable bags are at the gates prior to opening. • Explore using Eventbrite for VIP invitations, tracking and reporting. • Bars were not fully stocked with product prior to gates and difficult for Staff to maneuver through crowd to restock during the event. • Competition for bar staff due to the Gerald R. Ford Amphitheater concert on the same day resulted in numerous new bar staff and familiarity. • Reinstate security behind each vendor row to reduce guests jumping over barricade fencing, tripping on power cords and enforcing vendors staff wristbands. • Consider pre-event “reserved parking” for elected officials. • Create signage with a schedule of events and venue map to post near stage and entrances. Operations & Logistics: • Power: o This year we maxed out the power available in the park. Next year, must keep the vendor number the same. o Ordered a generator from Wagner that is extremely helpful and needed. o Wagner spider boxes were not reliable, need to budget to purchase 2-3 more spider boxes and 3-5 50ft cables. o Events and Buildings teams met to go over what vendors had, what plugs and amps and were able to place vendors appropriately. Still vendors need more cords than we had and had to splice cords during the event. o Express the need for accurate power requirements to vendors. o Park fencing was placed after power was installed and as a result boxes were outside of the fence area. The public was messing with the plugs. Note for facilities to ensure that they are placing all spider boxes inside the fencing area. • Fencing: o The temporary fencing team notified Avon late that they were pushing back set up by a day. Caused some issues with fireworks being loaded onto the dam without permanent fencing being in place. The fencing team was here all day, and our team was stretched to continue to check on them and release them at end of day. o Pre-set up communication with the fencing team was well done and staff maps provided helped make for a smoother set up. • Staffing: Page 3 o 115 Town staff across all departments worked at the event! This is amazing, we ended up having enough staff to help with the entire event and did not bring in volunteers or temporary staff. o The event team continues to dial in the schedule and make sure we are using people where we need them. o Heard the least number of complaints from staff about positions, times, etc. o Four (4) temporary Rec staff plus two (2) volunteers were hired/brought in for July 4th to help clean up the park. Clean up was done by the late morning. o Feeding all those working at the event continues to be an operational struggle with timing of meals offered, ordering, and delivering meals. o Staff enjoyed their Salute to the USA gift! o Having the additional golf carts (6 PO, 2 Buildings, Fleet) helped with set up and tear down. Able to give everyone a cart who needed one, huge win! • VIP Area: o VIP Experience continues to be well received by attendees and the addition of a laptop for guest check-in worked well. A total of 180 food coupons and 225 entry coupons were collected. o Explore using Event Bright for VIP invitation, tracking and reporting. o Functions great on the back of the Terrace and VIP guests love being able to view the fireworks from the Terrace. o Light up VIP signage helped with guests realizing it was a VIP area but still had questions about using the restroom and guests trying to access the walking path. o The entry tear-off system on the lanyards works really great. Suggestion to print “this credential is non-transferable” on them. o Public Operations staff brought all tables and chairs up to the Terrace for set up and brought all tables downstairs while the VIP staff had to bring down chairs. • Bar: o Fleet staff do a great job in setting up the bars, they all have been doing it for a couple of years and are able to work without a ton of oversight. o Wi-Fi on North Side was unstable for about 10-15 minutes and causing backups. o Consider placing volunteers at the bar line to check IDs to create less work and time for the bartenders, which may move people through lines quicker. o Large “ID required” sign on all bar tents. o Bar lines were moved quickly, 40ft. bars worked well for the crowd size. o Separate products in all beverage tubs to make it easier for bar staff to find appropriate products. o Had trouble hiring bartenders due to Ford Amphitheatre also having a show. Paid social post worked well for recruitment, and we were fully staffed. o Having new bar staff work Salute and not as experienced may have caused slight discrepancies in the POS. o Barbacks were assigned to a specific bartender but was not practiced in the field resulting in less organization in the field. o Explore adding four (4) additional POSs to our inventory. o Explore purchasing additional bar infrastructure to reduce heavy reliance on outside agency and payroll cost to build bars. • Food Vendors: o All food vendors said they were successful and were one of the biggest yet. o Reduce depth of “service area” behind vendors on north side, specifically. o Reinstate that wristbands must be always worn and by all individuals working, explain the hazards of allowing their friends and family behind their spaces, noting this will not be allowed. o Lines felt less long with the increase in vendors to 26 from 22. o We are maxed out on power and space for the field. Food vendors do not do a good job communicating their power needs which makes it hard for our staff. o No issues with vendors and parking passes this year. o Vendors were made aware of cut off times for selling and power and did not have issues this year with clearing the field. • Entertainment and Art Vendors o Pat Milbery – Heart of the Valley Activation: Staff really enjoyed working with Pat, he is engaging and friendly. The lounge was great and a good additional activation to engage the community in art. Had great social presence with Heart of the Valley art activation. Tons of people took photos with the Heart of the Valley Activation. The spot was great although later in the evening had to move people out of the way as they would sit in front of it. o Kids Zone: Adjusted layout of inflatables to create more space which worked well. Aerialists were fun and a new addition from the stilt walkers. Page 4 Resort Kids: “Wow- you all did an incredible job! It was huge! There were so many kids, but it ran so smoothly! I switched up the layout a bit which provided an open space to enter bounce house zone by walking past the aerialists, and that worked really well. I also added some signage, “line starts here” and had two 5 and younger units, which seemed to really control the chaos and help to provide some direction. Thank you for having us, Salute is an event we really look forward to and enjoy working!” o NEW - Frosted Flamingo Inspiration River Rock Painting Great activation engaging our community in art. Frosted Flamingo said that community members were so excited that their rocks would be displayed in Avon and thought it was very cool that got to see their art throughout town. 465 Rocks were painted, some guests took the rocks with them but most left them to be displayed on Main Street Mall o 360 Video was once again well received. The stats show that we had higher reach and impressions from this year compared to last year. It is in a fun location and the added VIP photos are nice for those guests. 87 Photos (VIP) / 149 Videos 439 Shares / 1,176 Views 31,527 Reach / 105,454 Impressions (2023: 78,309 Impressions) Production & Talent: • Kaleidoscope Production provided timely, high-quality, professional, and safe stage production and artist production advance. Production enhancements included two (2) video walls and uplighting of trees surrounding the park. • Having runners and band liaison for Melissa Etheridge and her team was helpful to eliminate strain on Staff. • Prepped both green rooms early which helped the team get ahead. • The opener was placed in the Recreation Center, not the most ideal location but worked for group. • Heard from one guest that the sound coming over the speakers on the north side of the stage was too loud and took away from the fireworks. Security, Medical, & Emergency Response: • Minimal security or medical needs. • Chief Daily and team always do an amazing job! • PD talking at pre-event meetings is helpful to collaborate with Staff who is not accustomed to an event environment. • Entrances and Meridian Barriers worked well again this year. Created a safe barrier better than vehicles. • Reinstate security behind vendor rows. Had issues with guests jumping the fence, opening gates, and roaming behind vendor areas. • Security informing people they cannot bring in food and confused on height of low-back chairs, which luckily was clarified by 5pm. Staff clarified low back chairs are less than 30” which will be added to event FAQs. Sanitation & Resource Recovery: • Restrooms: o Per information from Honeywagon operations the portable restrooms were all 70 to 75% full, except units near the Recreation Center which were at full capacity. o Digital map with restrooms helped the public and Honeywagon with locations. o Moving ADA restrooms to paths near the field worked well and made them ADA accessible. o The addition of wayfinding “Restrooms” flutter flags assisted guests in locating facilities. o The public inquired why they could not use the VIP restrooms trailer. o Honeywagon staff onsite are necessary for restocking, cleaning, etc. • Trash , Recycle, Compost: o Per information from Honeywagon operations the compost dumpsters were each ¾ full. o Adding verbiage about picking up your trash to the video walls on stage worked well. o The trash, recycling and compost “banks” on the north side is extremely helpful for Walking Mountains Staff. o Fireworks crew picked up the pallets and trash which helped Public Operations the next day. o Suggested to double the trash and recycling receptacles at the exits. There was trash on one side and recycling on the other, and people had a hard time getting to one or the other when they were filing out to leave. o Walking Mountains staff and volunteers did their best this year, we saw less trash on the field and guests were able to find the Zero Hero Tents. o Team Leaders from Walking Mountains are extremely organized and do a great job communicating. o Banks instead of individual Zero Hero tents worked well. o The diversion rate was 81.03 %, representing an increase of .11% over last year and is the highest at Salute to the USA. Compost = 1,405.25 lbs. Page 5 Recycling = 858.66 lbs. Landfill = 529.82 lbs. Total Weight = 2,793.73 / Diverted Weight 2,263.91 Marketing, Promotions & Communications: • The marketing and advertising plan dollar spend was minimal, but it yielded great results. Tactics included were Avon.org and Discoveravon.org event landing pages, community calendars (i.e., visitvailvalley.com and vaildaily.com), print advertising, digital promotions, press release, Avon Road banners, social media, radio spots, Last DJ, DJ mentions, bus driver talking points, Avon Road digital sign, and posters. o Print Campaign Five ¼ page ads and two ½ page ads in Vail Daily and Summit Daily on 6/29, 6/30, 7/01, 7/02 and 7/03 o Digital / Programmatic Campaigns Bands in Town 16,666 people received targeted email campaign. Vaildaily.com Display 15,000 impressions /.43% CTR (click through rate) Summitdaily.com Display 14,991 impressions / .53% CTR Facebook Device ID (DID) = 10,183 impressions / .13% CTR Programmatic 15,894 impressions / .30% CTR o Social Media – Impressions are up 50% over last year! 11 Dedicated Social Posts on Discover Avon Instagram and Facebook: 32,000 Impressions | 32,000 Reach June 11th: Melissa Video – 13.8K Impressions | 8.8K Reach • Melissa Etheridge created an amazing video about Salute to the USA which our team reposted. June 18th: Salute General Reel & Blog– 632 Impressions | 10K Reach | 449 Link Clicks to Blog • Blog Post on Discover Avon - https://discoveravon.org/salute-to-the-usa-with-headliner-melissa- etheridge/ Facebook Event: 697 Interested/Went o Radio Spots on KZYR/KKVM 6/18–7/03 170+ spots 100 DJ mentions 60-minute Last DJ slot on June 28th o Three (3) Press Releases through Civic Plus subscribers = 598 Band announce sent on March 4 Summer events press on April 22 Event centric sent on July 1 o Avon Road Light Pole Banners = 40 total, double panel installation 6/03 – 7/05 o Avon.org event page visits = 40,740 o Discoveravon.org event page visits = 1,924 o Posters = 100 posters distributed in Avon and Edwards communities. o Electronic Newsletter = 2,034 recipients, with a total of 1,203 opens with an open rate of 59.7% Transportation & Parking: • Traffic Flow: o Had no significant traffic flow problems. • Roads: o Road closures all worked well. o Consider additional language on VMS boards that the Rec Center is closed. o Potentially purchase more VMS boards as we borrow (2) two from Vail and (1) one from Eagle. o Returning Meridian Barriers late night on the 3rd back to Vail is difficult. • Parking: o Vendor parking was mostly full at Rec Center and W. Benchmark, however, numerous spaces at Town Hall were open and this was a new location for vendors. o ADA Parking at the Rec Center north lot and on Lake Street and seemed to work well although was extremely busy. Staff did a fantastic job communicating about ADA vehicles coming in. Prep for ADA parking attendant was well thought out and helped with the attendant being able to easily assist guests. Adding radio for ADA attendants worked well. o Bicycle Parking at Library continues to work well and filled up early in the evening. o Consider adding “reserved parking” for Avon elected officials with an opportunity to reserve one-week prior to the event. Page 6 • Buses / Ridership o Everything went as smoothly as could be expected. Ridership was up everywhere. Transportation will stick with the plan from this year for future Salutes. o Additional portable restrooms were placed at Avon Station to accommodate ingress and egress of guests. o Wildridge shuttle continues to see an increase in ridership and is a nice option for residents. o Digital map with bus routes was incredible and helped guests understand where they were going and what bus to take. o Ridership for Town Routes: 1,898 Attachment C September 3, 2024 ATTACHMENT CPhoto Gallery Salute to the USA 2024 Thank You! Event Number of Events Year Budget: Adopted, Final or Proposed Attendance Estimates Gross Cost Per Event Gross Cost Per Attendee Concessions Gross Revenue Vendor Booth Revenue Total Gross Revenue Net Cost Per Event Net Cost Per Attendee Year: 2021 Year: 2022 Year: 2023 Year: 2024 Salute to the USA1 1 2021 145,549$ 8,100-9,000 N/A 16.17$ 28,000$ 4,600$ 32,600$ 112,949$ 13$ 1 2022 230,334$ 15,600 - 18,534 N/A 12.43$ 28,424$ 8,100$ 36,524$ 193,810$ 10$ 1 2023 295,313$ 22,000 - 24,000 N/A 12.30$ 51,400$ 9,350$ 60,750$ 234,563$ 10$ 1 2024 379,563$ 23,000 - 24,000 N/A 15.82$ 54,700$ 15,900$ 70,600$ 308,963$ 13$ AvonLIVE !9 2021 157,198$ 3,148 14,824$ 49.94$ 16,865$ 2,400$ 19,265$ 137,933$ 44$ 10 2022 167,769$ 9,170 15,878$ 18.30$ 30,637$ 2,500$ 33,137$ 134,632$ 15$ 11 2023 221,509$ 15,142 20,137$ 14.63$ 45,274$ 4,000$ 49,274$ 172,235$ 11$ 11 2024 282,071$ 13,951 25,643$ 20.22$ 36,511$ 4,700$ 41,211$ 240,859$ 17$ SunsetLIVE !14 2021 19,761$ 2,778 1,840$ 7.11$ 2,400$ N/A 2,400$ 17,361$ 6$ 14 2022 22,850$ 2,092 1,632$ 10.92$ N/A N/A -$ 22,850$ 11$ 14 2023 23,910$ 3,874 1,708$ 6.17$ N/A N/A -$ 23,910$ 6$ 15 2024 34,242$ 3,404 2,356$ 10.06$ N/A N/A -$ 34,242$ 10$ Lakeside Cinema 6 2021 11,646$ 325 1,395$ 35.83$ N/A N/A -$ 11,646$ 36$ 9 2022 16,252$ 655 1,817$ 24.81$ N/A N/A -$ 16,252$ 25$ 9 2023 18,821$ 887 2,091$ 21.22$ N/A N/A -$ 18,821$ 21$ 9 2024 28,399$ 890 3,155$ 31.91$ N/A N/A -$ 28,399$ 32$ Summer's End 1 2021 45,645$ 2,000 N/A 22.82$ 5,735$ 300$ 6,035$ 39,610$ 20$ 1 2022 42,666$ 1,167 N/A 36.56$ 2,142$ 950$ 3,092$ 39,574$ 34$ 1 2023 20,167$ 619 N/A 32.58$ 1,302$ 500$ 1,802$ 18,365$ 30$ 1 Used higher attendance number for cost per attendee ATTACHMENT E 2021 - 2024 Cost Per Event & Attendee Analysis Discontinued