CASE Committee Meeting Packet Materials 2020.10.06
970-748-4065 ddempsey@avon.org
TO: Honorable Mayor Smith Hymes and Council members
FROM: Danita Dempsey, Culture, Arts & Special Events Manager
RE: CASE Committee Joint Work Session - 2021 Budget Options
DATE: September 25, 2020
SUMMARY: This report provides an overview of two budget options for 2021 Budget for the joint meeting of
the Culture, Arts & Special Events (“CASE”) Committee with Council. Due to the existing COVID-19 Public
Health Orders and uncertainty of pandemic conditions, availability of a vaccine, and Public Health Orders
that may (or may not) be in effect next summer, Staff has prepared two options: Option A which assumes
the current Public Health Order conditions and Option B which assumes no Public Health Orders are in
effect as we can return to unrestricted public event gatherings.
Staff is not requesting Council to select Option A or Option B at this time. Rather, Staff recommends Option
B as an appropriate complete calendar of community-based events in a post COVID-19 economy with the
acknowledgement that Avon may be limited to the smaller gathering sizes of Option A or some other
variation. Staff anticipates under any scenario where Public Health Orders continue; Staff will have
to be responsive and nimble to changes in conditions and may need to modify or cancel events as
appropriate.
MANAGER’S COMMENTS: Option B implements the many ideas and strategies identified by the CASE
Committee since early 2019. This includes a diverse and full calendar throughout the summer visitor
season with a strong focus on community friendly events. The calendar is strategically arranged to include
field rest days between events while providing steady and consistent activation in Nottingham Park for both
residents and visitors. The proposed events are intended to keep Avon competitive with the summer
season offerings of our peer mountain resort communities.
Two new significant events are proposed for 2021 which are intended to be signature events that would
frame the summer season, including “Best of the West” in mid-June and the “Heart and Soul Festival” in
mid-September. These events are intended to “stake Avon’s claim” to those weekends, develop strong and
unique signature identity for Avon, and grow over the course of 3-6 years in a manner similar to Eagle’s
Block Party. These two new events along with Salute to the USA and AvonLIVE! may only be permitted if
existing Public Health Orders change considerably or terminate. If we can return to a local economy with no
business restrictions or gathering restrictions, then the Option B schedule is intended to expedite Avon’s
economic recovery.
DESCRIPTION OF OPTIONS A & B: Some of the key differences between the Option A and Option B
budgets are outlined below and a complete budget comparison is discussed in the Financial Considerations
section and attached as Exhibit A
1. Option A Budget
a. Assumes that Public Health Order (“PHO”) restrictions will be in place through the summer event
season and therefore, large scale events that draw crowds are not planned. And, envisions
multiple groups of 175 or more will be allowed.
b. The event line up is the same as the 2020 event line up
i. No Salute to the USA.
ii. Considers AvonLIVE! (11 concerts) and Lakeside Cinema (9 shows) will complete full
series.
c. Includes contingency funds should new opportunities present themselves.
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d. Includes temporary and/or permanent art installations.
e. Includes one part-time seasonal staff person mid-May through early October for up to 28 hours
per week; and, Seating Attendants. Not reflected in number presented in Exhibit A.
f. Includes limited revenue projection and net recovery.
2. Option B Budget
a. Assumes that there will no longer be PHO restrictions limiting gathering or that the gathering
restrictions will allow for multiple groups.
b. Envisions a robust event season beginning Memorial Weekend and extending through mid -
October consisting mainly of Town produced events.
c. Includes contingency funds should new opportunities present themselves.
d. Includes funds to support local businesses adding live music and/or sponsorship opportunities
e. Includes temporary and/or permanent art installations.
f. Includes two full-time season staff mid-May through mid-October up to 40 hours per week; and,
part time bar managers and bar tenders. Not reflected in numbers present in Exhibit A.
g. Includes optimistic revenue projection and net recovery.
BACKGROUND: During the Joint Work Session in January 2020, the CASE Committee supported some
additional event concepts believed to fit the Avon community, adopted Avon brand and designed to grow
into solid “signature” events uniquely recognized and associated with Avon. As a refresher and update, the
events and concepts reviewed are provided below; noting that in 2020 Sunset LIVE! was realized; and, due
to the PHO and related restrictions others were not. Additionally, Staff has identified event names replacing
the “working title” presented in January 2020.
1. Best of the West Fest: This event concept was proposed in January 2020 as an addition in 2021.
a. Concept: Best of the West Fest is intended to support and celebrate up and coming Colorado
based bands. A non-ticketed two-day event featuring multiple Colorado based bands on the
Pavilion Stage and on a second stage at Possibilities Plaza. The Town would coordinate with
local bars to promote and schedule after-hours performances and jams.
The Town will establish a process for submissions and band selections process. Bands must
feature primarily original works. The event is contemplated to include and accommodate
songwriting and musician workshops. The event would include food vendors and kid’s
activations. Town would provide alcohol sales. Alma, CO has successfully enjoyed a similar
event called “Festival in the Clouds” for over 22 years.
b. Dates: Friday and Saturday, June 11th and 12th OR 18th and 19th
c. Venue: Avon Performance Pavilion, Possibilities Plaza, and Local Bars for After-Hours
d. Time: Friday 4:00 to 9:00 p.m. and Saturday 2:00 to 9:00 p.m.
e. Attendance: 2,000 to 3,000 per day
f. Budget: $32,571
2. Pose & Paddle Battle (Splash Fest at the Lake was the 2020 working title):
a. Concept: In partnership with SUP Colorado, Xterra Mountain Championships and the Xterra
SUP brand which would lend credibility to launching a SUP race, increase marketing and
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promotional reach and potentially support synergies with Beaver Creek Resort Company and the
friends/families supporting the Xterra athletes. A fee-based individual and/or team SUP
competition, community yoga, kid’s activations, DJ music, food concessions, BYOB, etc.
b. Dates: Saturday, July 17th
c. Venue: Nottingham Lake, Beach and Terrace
d. Time: 3:00 p.m. to 8:30 p.m.
e. Attendance: 1,000
f. Budget: $12,445
3. Sunset SUP Race (Splash Fest at the Lake was the 2020 working title): Staff was able to research,
speak with subject matter experts and witness this year’s USAT Open Water Swim Championship and
has determined that hosting a Stand Up Board (“SUP”) competition on the same day as the USAT
Open Water Swim Championship was not the best approach. This decision was made due to the
anticipated audience for SUP competitions do not compliment the audience for swim competitions and
may detract from the swim competition; and, the required amount of set-up time and logistics for a
competitive SUP course are difficult while hosting the USAT. Although Staff does believe hosting a
SUP competition with some live music on the Terrace on the Friday evening of the USAT Open Water
Championship is ideal.
a. Concept: In partnership with SUP Colorado, a fee-based individual and/or team SUP
competition partnered with live music on the Event Terrace.
b. Dates: Saturday, August 6th
c. Venue: Nottingham Lake, Beach and Terrace
d. Time: 3:00 p.m. to 8:30 p.m.
e. Attendance: 700
f. Budget: $3,820
4. Summer’s End at the Northshore (SUP-BYOB Party on the Lake was the 2020 working title)
a. Concept: Live music on the Terrace (primarily local bands), Cardboard Regatta, ambient and
kids’ activities (on and off water), food and beverage concessions, etc.
b. Dates: Saturday, September 4th or Sunday, September 5th of Labor Day Week-End
c. Venue: Nottingham Lake, Beach and Terrace
d. Time: noon to 8:00 p.m.
e. Attendance: 2,000 to 3,000
f. Budget: $13,689
5. Heart & Soul Festival (Same working title): This event concept was proposed in January 2020 as an
addition in 2021 as either a single day ticketed event.
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a. Concept: Heart and Soul Festival is presented as a ticketed live music event produced by
Town that would include a talent budget for 2-3 nationally recognized acts. This event is
contemplated to start as a single day ticketed event with the goal that it would expand to two or
three days within five years. The event would include food vendors and Town provided alcohol
concessions. Talent budget intended to secure a band with strong national name recognition,
second headlining mid-tier band also with national name recognition and additional supporting
bands with regional appeal and recognition. The intent is to establish a signature event over 3-
5 years to bookend the event season. The timing and band selection are intended to appeal to
the community as well as draw festival goers in the region, front-range college students and
visitors who are travelling to view the color changes. Another goal of the Heart & Soul Festival
is to demonstrate success and functionality of a ticketed event at Nottingham Park with the
hope that this will gain the interest of private event producers for other events.
b. Date: Saturday, September 11th, 17th or 25th
c. Venue: Avon Performance Pavilion
d. Time: 2:00 to 10:00 p.m.
e. Attendance: 3,000 – 5,000
f. Budget: $228,810 – see the full budget attached as Exhibit B
The Special Events Calendar attached as Exhibit C provides a calendar view of both option A (pg.1) and
option B (pg. 2) budget scenarios, proposed Recreation Department programming such as Open Water
Swim, Dunk-n-Dash, etc.; and proposed field maintenance days. The legend at the top of the calendar
provides a visual key as to the type of event (music, arts, athletic, etc.) and assumes the venue is
Nottingham Park and/or Lake unless identified in bright pink which indicates the event takes place on the
Mains Street Mall (MSM). Additionally, there are many instances where we have multiple events and/or
venues activated at the same time. In which case, there are two or more colors with overlapping triangles of
colors. An example of which is June 23rd with AvonLIVE! (music = green), Weekly Art Expo (blue triangle =
arts; pink = MSM) and Vail Valley Lacrosse Tournament (orange triangle = athletic). It is important to note
that this calendar is for internal scheduling purposes and will not be publicly distributed.
FINANCIAL CONSIDERATIONS: As detailed on the attached Exhibit A, there is considerable difference
in expense and revenue projection between Option A and B. The numbers provided in Exhibit A do not
include personnel costs, general operations (cell phones, meeting expense, dues and memberships, etc.)
and capital outlay (computers, furniture, etc.)
Additionally, both budget options reflect providing cash funding to producers that were granted funding in
the 2020 Approved Budget (except for the Beaver Creek Rodeo) should the producers have the desire;
ability and the PHO restrictions allow. Staff does not believe there will a need to solicit proposed funding
request in the Town’s traditional format. Also, included in both options is a contingency balance of $50,000
should Town Staff be presented with a unique opportunity from a third-party producer and/or identify
another Town produced event which is desirable.
Option A projected revenues assumes that due to PHO restrictions, we will not offer food and beverage
concessions and access to sponsor funding support may be minimal. The net cost of option A is $337,585.
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Option B projected revenues are nearly 36% of the expense and are optimistic with most of the revenue
generated through alcohol sales at approximately 41% of total revenue; and approximately 34% of revenue
generated through ticket sales; and, approximately 13% from sponsorship. The remaining 12% in other
special event fee’s and/or rentals. The net cost of Option B is $596,240.60, which is $4,714.40 less
than the Approved 2020 Budget of $600,955 (not including personnel costs).
RECOMMENDATION: Staff believes there is a strong desire in the Avon community for a full and diverse
calendar of events which utilize our natural and built resources to engage, entertain and add vibrancy to our
community. A well timed, planned and executed strategic line up keeping Avon competitive is critical to our
success. The need to begin this work in January of 2021 is real, specifically as it relates to the Option B
budget scenario. Since we are budgeting in un-known environment as it relates to the PHO and the live
events and entertainment industry, having the funds secured and adopted through the proper budget
process to plan and execute option B accordingly, would remove the need to request additional funding and
approval from Council and not slow the timeline. Furthermore, should the PHO restrictions continue the
Town would realize any savings with event cancellations. Staff recommends approval of the Option B
budget.
REQUESTED DIRECTION: Council may provide direction to proceed with Option A, Option B, or other
variation as deemed appropriate.
Thank you, Danita
ATTACHMENTS:
Exhibit A – 2021 Budget Options Summary
Exhibit B – Proposed 2021 Budget Heart & Soul Music Festival
Exhibit C – 2021 Events Calendar