TC Minutes 11-12-1985MINUTES OF THE REGULAR AVON TOWN COUNCIL MEETING
HELD NOVEMBER 12, 1985 - 7:30 P.M.
The regular meeting of the Town Council of the Town of Avon,
Colorado, was held in the Municipal Building, 400 Benchmark Road,
Avon, Colorado, in the Council Chambers.
The meeting was called to order, by Mayor Allan Nottingham, at
7:50 p.m. A roll call was taken, with Clint Watkins, Steve
Miller, Sheila Davis, A.J. Wells, Al Connell, and Don Buick
present. Also present were Town Attorney John Dunn, Town Manager
Bill James, Director of Engineering/Community Development Norm
Wood, and members of the press and public.
The Mayor called for Citizen Input. As there was no one to be
heard, the Mayor closed the discussion.
Second reading of Ordinance No. 85-18, Series of 1985, AN
ORDINANCE PROVIDING FOR THE APPROVAL OF USES PURSUANT TO A PRECISE
PLAN FOR A PORTION OF THE SPA (SPECIALLY PLANNED AREA) ZONE
DISTRICT ESTABLISHED BY ORDINANCE 85-3. (Amoco Service Center)
This public hearing was continued from the October 22nd meeting.
The Mayor opened the public hearing.
Mauri Nottingham, Avon property owner, approached the Council
stating that Helen Weiss was unable to attend and had requested
permission to listen to the meeting tapes of this portion of the
meeting. The Mayor stated it was all a matter of public record.
Mr. Nottingham stated he had spoken with the Environmental
Protection Agency (EPA). They felt that putting the service
station so close to the river was not a good idea, but have no
no authority as long as the developer abides by the regulations.
Mr. Nottingham presented Council with additional information
concerning gas spills in other areas, then read a letter from
Douglas Sovern, dated November 12, 1985, in its entirety. Mr.
Sovern felt it was a matter of risk. Mr. Nottingham read several
accounts of gas spills that had occured in Colorado, and
surrounding areas, over the past year.
After discussion, Mr. Nottingham stated he felt an Environmental
Impact Study should be done. The Mayor thanked Mr. Nottingham for
his comments.
There being no further discussion, the Mayor closed the public
hearing.
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Clint Watkins moved approval of Ordinance No. 85-18, Series of
1985, on second reading. The motion was seconded by Don Buick.
The Mayor opened the meeting for discussion.
Mr. Watkins stated that the land owner had been requested, at the
last meeting, to provide Council with a legal description showing
the dedication of the land along the riverside for park and bike
path use for the entire length of the parcel, and asked if the
applicant had complied. Norm Wood stated he had received drawings
defining the area on the site plan earlier in the afternoon, but
did not have the Meets and Bounds description.
After Mr. Wood reviewed the drawings with Council, it was felt
that the applicant had not complied with the request because the
bike path was not shown as running the entire length of the
property. It was noted that Exhibit A (the legal description of
the property) was not attached to the ordinance. Mr. Wells felt
he could not approve an ordinance without its Exhibit attached.
Gary Tricarico, representing Avon Trader, Inc., approached the
Council. He responded to Mr. Nottingham's report of 26 gas
spills, that appeared to be in 2 or 3 states, stating that there
were 50,000 underground storage facilities in the State of
Colorado and Mr. Nottingham had described only 26. He stated
that, out of the 26 spills, zero gallons of gas had reached water
sources, and the reason was that the installations were adequately
developed and installation precautions were taken according to
EPA, State, and Environmental studies. He stated they have met,
or exceeded, the 1987 proposed EPA regulations. He stated that
any spillage above ground would not reach the Eagle River, and
stated that an excess of 10,000 gallons could be spilled on the
surface, and it would not reach the river because of the curbing,
the sand and oil trap, and the impervious line trap.
The bike path was discussed.
Councilwoman Davis stated that, under Development District V
Goals, non-residential uses are allowed provided they are
compatible with surrounding residential uses. She felt the
full-service station was compatible. She stated that one of the
Development District V "policies" was protection of the Eagle
River from pollutants. She was concerned about the environmental
issues.
Mr. James stated he had spoked with the EPA, the State Water
Quality offices, and the State's Gas and Oil Division, and none of
them had any regulations regarding locating a filling station
close to a water supply. He stated they preferred it be located
on some other parcel, but they could not do anything about it.
They stated that, if the Town was concerned about locating a
filling station 50 feet from a water source, then the Town should
legislate locally. Mr. James stated that the EPA would, upon
request, inspect the installation of the tanks. He stated there
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would definitely be a degree of risk, and stated that
environmental concerns were the major issue.
Councilman Wells felt a separate action should be taken for the
dedication of the park and bike path for that parcel. It was
agreed to delete the words, "Dedicated public use area", from the
drawing. Mr. Tricarico stated it was his understanding, from the
Planning and Zoning Commission meetings, that the portion of land
would be dedicated for public use, and he would be responsible for
maintenance of the park and bike path. He stated the ordinance
included wording to the effect that the land would be dedicated
for public use, and felt the issue was covered in that respect.
The Council stated they wanted the Plat clarified.
Jim Lamont, Planning Consultant for Avon, approached the Council.
He stated the Development Plan did allow a small gas station but,
with the request for SPA for the larger station, the developer was
basically giving up their residential rights. He felt the larger
service station would be developed to its maximum, right up to
every boundary on the site, and felt it would not be doing justice
to the river bank.
After lengthy discussion, Mr. Wells moved to amend the motion to
approve, to direct the Town Attorney to draft a specific section
in the ordinance dealing with setting aside the park/bike path
area for public use, to be maintained by the applicant, and to
have the precise site plan delineate the area set aside for public
use. The amended motion was seconded by Clint Watkins, and
carried unanimously.
At this point, the Mayor called for a roll call vote on the
amended ordinance. Don Buick and Al Connell voted "aye". Steve
Miller, Clint Watkins, A.J. Wells, and Sheila Davis voted "nay".
The ordinance was defeated by a 4 to 2 vote.
Sheila Davis moved to direct the Town Attorney to prepare a
resolution on specific findings denying the application. The
motion was seconded by Steve Miller, and carried unanimously.
Elizabeth Haynie, a non-resident of Avon, approached the Council.
She was very concerned about Council's handling of the many public
hearings and discussions of the service station project. She felt
that a proposal for a smaller station had been known of for some
time, and felt Council had put the applicant through considerable
expense. She stated that Council had wasted the applicant's
time, and its own, when they had intended all along to turn the
project down based on the size of the station. She felt it could
have been turned down at the start of discussions, and all parties
involved could have been saved time and money. She hoped Council
would take into consideration the applicant's time, planning, and
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financial circumstances in the future. She felt Council had
denied a project that would have helped, and been good for, the
community.
Councilman Wells stated the size of the station had nothing to do
with his decision, it was based on concern for health and safety
issues related to locating a service station on the banks of the
Eagle River.
Second reading of Ordinance No. 85-21, Series of 1985, AN
ORDINANCE AUTHORIZING CERTIFICATION AND COLLECTION OF CHARGES
ASSOCIATED WITH WEED ABATEMENT.
The Mayor offered the ordinance for consideration and opened the
meeting for public hearing. As there was no one to be heard, the
Mayor closed the public hearing.
Sheila Davis moved approval of Ordinance No. 85-21, Series of
1985, on second reading. The motion was seconded by Steve Miller.
Mr. Watkins did not feel there was any need for the ordinance,
stating that the established procedure for collecting weed mowing
costs was sufficient. He felt land owners had some recourse under
present procedures, and felt that placing the overdue costs on
owners' tax bills was somewhat overhanded. Councilwoman Davis
disagreed, stating the land owner would be notified and would have
a chance to dispute the amount billed.
After discussion, Mrs. Davis moved to amend the motion to approve
to include a section whereby staff would give Council a procedure
for implementing the ordinance, for Council's approval. The
motion to amend was seconded by Steve Miller, and carried
unanimously.
The Mayor then offered the ordinance for consideration, as
amended. Council members voting "aye" were A.J. Wells, Don Buick,
Sheila Davis, and Steve Miller. Clint Watkins and Al Connell
voted "nay". The ordinance was adopted by a 4 to 2 vote.
First reading of ordinance No. 85-22, Series of 1985, AN ORDINANCE
PROVIDING FOR THE AMENDMENT OF THE ZONING DISTRICT MAP OF THE TOWN
OF AVON BY DESIGNATION OF CERTAIN DESCRIBED LAND AS SPECIALLY
PLANNED AREA AND APPROVING A PRECISE PLAN FOR SAID AREA.
(Falcon Pointe Lodge time-sharing)
Sheila Davis moved approval of Ordinance No. 85-22, Series of
1985, on first reading. The motion was seconded by Al Connell.
The Mayor opened the meeting for discussion, and asked the
applicant to make a brief presentation.
Mark Mitchell, representing ALV Villas Ventures, the current
owners of the property, approached the Council. He gave Council
an update on the proposed project, stating they have re-worded the
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ordinance to adequately address the impact issues. After meetings
with the Beaver Creek West Board of Directors, they have solved
the problems regarding the Road Maintenance Agreement. Mr.
Mitchell stated that Beaver Creek West would be withdrawing their
opposition to the project.
Mr. Watkins asked Mr. Mitchell if they would be willing to
mitigate some of the project's impacts on the Town by considering
such things as purchasing a bus for the transportation system, or
making a similar contribution to the proposed recreation facility.
Mr. Mitchell stated they have already addressed a couple of impact
issues, as they will be widening the entrance to the project at
Benchmark Road and have committed to contruction of a covered bus
stop at that location. He felt that the buses, etc., should be
handled through the recreational fees and transfer tax. Mr.
Watkins stated that the Fractionalization Ordinance does not allow
a property that has been granted a Certificate of Occupancy to
fractionalize but, assuming that the matter could be worked out
without the applicant having to buy additional units in order to
fractionalize, he felt it seem fair that some of the savings be
passed back to the Town to use to offset some of the impact on the
transportation system. He stated the matter has had a great
impact on the Town's budget.
Mr. Mitchell felt that, with SPA zoning, fractionalization might
not have to be considered from that stand point.
Discussion followed.
Anthony M. Gulla, President of Resort America Corporation, the
current developers of the Christie Lodge, approached the Council.
He stated that the Christie Lodge has had a positive impact on
Avon, and they were now in search of a new inventory supply. He
stated that, if Council approved the Falcon Pointe project, Resort
America would then step in to the role of developer and provide
all the services necessary. He felt Falcon Pointe would be a
stepping stone that would aid them with some other unique real
estate opportunities existing in Avon.
The Mayor thanked Mr. Gulla for his comments, then opened the
meeting for Council discussion.
Councilman Wells asked how the Planning and Zoning Commission had
come to turn the project down, especially when the staff reports
indicated that all the critical problems were solved. He felt the
P&Z had turned the project down without reasons.
Mark Donaldson, a Planning and Zoning Commission member,
approached the Council. He stated his comments were his personal
thoughts, and not those of the Commission. He stated it had come
down to a zoning issue, and he had reacted to public input. He
stated there had been strong opposition to the word "time-share",
and to the "use" being changed. He stated the Town Manager
had discussed the issue at Commission hearings, and he had hoped
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to hear some validation, from Mr. James, of the numbers
represented by the applicant regarding financial resources that
would be available to the Town, but had not. He felt it came to
the Commission as an economic issue. Mr. Donaldson felt the
application appeared to be in violation of the Fractionalization
Ordinance. Mr. James stated he had addressed the Commission in
terms of the project being either a positive or negative impact on
the Town, not in terms of revenues the project could generate.
Discussion followed.
Mr. Wells stated that, when the ordinance was originally drafted,
it was the consensus that the reason it had been worded as it was,
was to prevent existing projects from going out and peddling a
windfall of Development Rights, and was not aimed at projects that
would be rennovated.
Councilman Miller was surprised at the overall negative
presentation from the P&Z. He felt the Commission had not looked
at the overall project, and had not treated it as fairly as they
may have.
Mr. Donaldson felt it was not the Commission's place to change
zoning to accommodate a developer's economic needs.
Bronson Rumsey, representing the Beaver Creek West Board of
Directors, and the Homeowners Association, approached the Council.
He stated that Beaver Creek West had opposed time-sharing at
Falcon Pointe and, after several meetings with the Falcon Pointe
people, had still maintained that it was not fitting to have
time-share at that location at this time. However, after several
discussions, the Beaver Creek West Board of Directors have agreed
to withdraw their opposition, making it a two entity situation
instead of three (Beaver Creek West, Falcon Pointe, and the Town
of Avon). Mr. Rumsey felt they were now in a situation where they
could cooperate, and this would be in the best interests of both
Beaver Creek West and Falcon Pointe.
Discussion followed on some of the language in the ordinance
regarding uses. After discussion, the Mayor offered the ordinance
for consideration, stating there had been a motion and a second
for approval on first reading, with the public hearing date set
for November 26, 1985. A vote was taken, with all Council members
voting "aye". The motion carried unanimously.
Mr. Wells requested that the P&Z clarify their report. As there
was such strong opposition, he stated he would like to see their
reasons for disapproving the project.
Discussion followed. Mr. Blair, Chairman of the P&Z, stated the
report would be clarified.
Resolution No. 85-37, Series of 1985, A RESOLUTION APPROVING A
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CONDOMINIUM MAP OF COYOTE RIDGE CONDOMINIUMS-PHASE I, PART OF LOT
56, BLOCK 2, WILDRIDGE SUBDIVISION, TOWN OF AVON, COUNTY OF EAGLE,
STATE OF COLORADO.
Norm Wood stated that the Final Plat had been received for Coyote
Ridge Condominiums, Lot 56, Block 2, Wildridge Subdivision, and
had been reviewed by the Town's staff and attorney. He stated
that the documents were in accordance with the Subdivision
Regulations. Mr. Wood stated the Plat qualified as a Minor
Subdivision, and therefore would not require public hearings.
Council then reviewed the Plat. Clint Watkins moved approval of
Resolution No. 85-37, Series of 1985, for Coyote Ridge
Condominiums, Lot 56, Block 2, Wildridge Subdivision. The motion
was seconded by Steve Miller, and carried unanimously.
Resolution No. 85-36, Series of 1985, A RESOLUTION ADOPTING A
DEVELOPMENT PLAN FOR THE TOWN OF AVON, COLORADO, AS A SUPPLEMENT
TO, AND FOR USE IN CONJUNCTION WITH, THE MASTER PLAN FOR THE TOWN
OF AVON.
The Mayor opened the meeting for public hearing. Jim Lamont,
Avon's Planning Consultant, approached the Council. He stated
there had been no changes in the Development Plan Goals, Policies,
and Programs. He stated that Minister John Rowe had indicated
that churches were mentioned in District IV, only. Mr. Lamont
stated that, after discussions with the Planning and Zoning
Commission, it was agreed that churches could be mentioned in the
other five districts as well. Mr. Lamont then reviewed the
Development Plan with Council.
Attorney Jay Peterson, from the firm of Otto, Peterson, Post,
approached the Council regarding the section in the Development
Plan that addressed mobile home parks. He felt the language was
too specific, and requested that the section be deleted so some
broader language could be drafted. He stated that the document's
existing language made it appear that the mobile home park would
would be there forever. Mr. Peterson stated that the Planning and
Zoning Commission did recommend that the language be deleted, and
that appropriate language be worked out between Mr. Lamont and the
current owners.
Mr. David Sage, with Slifer & Company, approached the Council. He
stated the best use for that land may not be a mobile home park,
or small housing, and this was the reason they have requested the
language be deleted. Mr. Peterson stated that, throughout the
document, Mr. Lamont had taken areas, streets, landscaping, etc.,
not by specific Zone District, but for the Town as a whole. When
it came to the mobile home park, the document zeroed in on a
specific Zone District, which was not done anywhere else in the
document. He stated Mr. Lamont came up with specific conclusions
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for that Zone, and felt they should not be in the document. Mr.
Peterson stated he would like to see a catagory on local housing,
also.
Lengthy discussion on this matter followed.
Mike Blair, Chairman of the Planning and Zoning Commission,
addressed the Council. He stated that the Commission did
recommend that Council consider and adopt the Development Plan, so
the Commission would have better guidelines to work with. He
suggested that, if Council had not had a chance to review the
document, the adoption be delayed another two weeks. Regarding
the mobile home park language, he suggested that the owners
provide Council with new language for review at the next Council
meeting. It was stated that the District Goals and Objectives
had been approved sometime back.
Mr. Wells moved to continue the public hearing regarding adoption
of the Development Plan to November 26, 1985, so Council could
review the document and the new language that would be forthcoming
from the mobile home park owners. The motion was seconded by
Steve Miller, and was carried with Clint Watkins opposing.
Resolution No. 85-38, Series of 1985, A RESOLUTION AUTHORIZING A
SUPPLEMENT TO THE INDENTURE, AN AMENDMENT TO THE LOAN AGREEMENT
AND AN ASSIGNMENT OF THE RIGHTS AND OBLIGATIONS UNDER THE LOAN
AGREEMENT RELATING TO THE TOWN OF AVON, COLORADO, $9,500,000
INDUSTRIAL DEVELOPMENT REVENUE BONDS (AVON/BEAVER CREEK HOLIDAY
INN HOTEL PROJECT), SERIES OF 1984. (Transferring the IDB's from
the Avon Resort Holiday Inn to the Wynfield Inn)
The Town Attorney summarized the proposed letter that would be
sent to the Wynfield Inn Group for the Council. He mentioned the
inavailability of Development Rights on the lot to which they
proposed to transfer the bonds. He requested that a specific
settlement proposal be submitted, as was discussed, and requested
that a new application be submitted in compliance with Resolution
81-8. He also relayed in the letter that Council felt the
provisions of paragraph E, Section 13, to include a fee of 1/4 of
1% of the issue, were applicable. Mr. Dunn requested a complete
disclosure of any profit, along with a full documentation of the
expense, if that was the purpose of the transfer. Inasmuch as the
Council has no experience in the transfer of rights and
obligations under Industrial Development Revenue Bond Issues, Mr.
Dunn also requested that a "second opinion" be obtained, from Bond
Counsel of the Town choice, at their expense. It was anticipated
that the second opinion would address matters covered by Mr. Eric
Stow's draft letter, dated November 1, 1985, and memorandum, dated
November 8, 1985. Mr. Dunn stated he wanted to be sure the Town
would have no exposure whatsoever.
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Clint Watkins moved to table Resolution No. 85-38, Series of 1985.
The motion was seconded by Steve Miller, and was unanimously
carried.
Next on the agenda was a general presentation by the Western Vail
Valley Chamber of Commerce. Dan Sunday stated that Kevin Payne,
the Chamber's new Director, wanted to discuss some ideas on the
Chamber's long and short term plans and goals.
Kevin Payne addressed the Council. He stated that he wanted to
acquaint the Council with the ambitious plans the Western Vail
Valley Chamber has developed for increasing market awareness of
the greater Avon area. Mr. Payne proceeded to review and discuss
the Chamber's history, marketing, advertising, central
reservations, special events, and memberships with the Council.
Mr. Payne also discussed the Chamber's proposed 1986 budget (see
attached memorandum, dated November 12, 1985).
The moving of the Chamber offices to the Town offices was also
discussed.
The Town Manager reported on the changes regarding the
transportation and recreational amenities tax and time-sharing
units. He stated the matter would be addressed at the Council's
November 19, 1985, budget work shop. He stated that the
time-share people would consider increasing the maintenance fee
from $7.63 to $10.00.
Mr. James reported on the Avon Event Center. Council agreed to
direct Mr. James to receive a proposal, from Haralson and
Associates, a company specializing in recreational feasibility
studies, outlining what a feasibility study would include and the
estimated cost.
Mr. James reported on a request for the installation of a street
light at the intersection of Highway 6 & 24 and West Beaver Creek
Blvd. He stated that staff had reviewed the request and, based on
that review, and recommended that the request be denied at this
time. Denial was recommended because of, (1) the cost; (2) police
records indicating very few accidents at that intersection; and
(3) the amount of lighting in Beaver Creek's West Parking Lot.
Mr. James did suggest that a street lighting program be developed
for the Town, that would outline types and styles of fixtures;
an overall light plan, with estimated construction and annual
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maintenance costs; and a priority system for installing lights,
based upon safety, level of development, and aesthetics. The
possibility of pedestrial lanes at that intersection was also
discussed.
No action was taken.
Mr. James reported on Dog Control. He stated that a proposal had
been received from Mr. Lee Metcalfe, Chief Administrative Officer
for Eagle County. Mr. Metcalfe was requesting that each town
assume some of the cost by contributing to the animal control
service. Avon's share would be $12,060, annually, plus $11.50 per
day of impoundment, subject to the following:
(1) The Town's maximum exposure per animal would be 10 days of
impoundment, or $115;
(2) There would be no charge to the Town for an animal redeemed by
its owner;
(3) If an animal was adopted, the impoundment charge to the Town
would be reduced by the $37.50 adoption fee;
(4) If an animal is put to sleep, there would be a $20 charge, in
addition to the impoundment charge;
(5) The Town would be responsible for up to $50 for any
veterinarian services necessary on impounds from its area.
After discussion, Council agreed to set the matter aside until
there was more information and more meetings had been held.
The Town Manager requested authorization to purchase a new
pick-up truck. He stated the present truck would need major
repairs. He stated that, if the new truck were ordered now, the
Town could take delivery by December, and the first payment would
not be due until January of 1986.
Sheila Davis moved approval of the purchase of a new pick-up
truck. The motion was seconded by Steve Miller, and was
unanimously carried.
The Town Manager reported on staff's request for a front-end
loader. Larry Brooks could purchase a front-end loader (last
year's model) for $42,000, with a five year lease.
After discussion, Steve Miller moved to acknowledge staff's
recommendation regarding the acquisition of the equipment. The
motion was seconded by Sheila Davis, and was carried with Clint
Watkins and Al Connell opposing.
Mr. James reported on the lease of the Orion bus. He stated that
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the company the lease had been sold to had backed out, and the
payment on the bus was 60 days overdue. He felt the Town had an
obligation to make the payment. A wire transfer was sent out, in
the amount of $58,000, to satisfy the bus company. The lease
should be placed with a new company by Wednesday or Thursday of
this week, and the Town should be reimbursed the $58,000 by
Friday.
No Action was taken.
The Town Manager stated he would have some guidelines, or a
policy, regarding filling stations along the Eagle River to
Council for the next meeting.
A meeting regarding issues surrounding the transportation of
hazardous waste was postponed, and would be rescheduled for the
first part of next year.
The Financial Matters were next presented to the Council.
Steve Miller moved to receive items #1 through #8. The motion was
seconded by Sheila Davis, and carried unanimously.
Steve Miller moved approval of the General Fund Accounts Payable
for November 12, 1985. The motion was seconded by Sheila Davis,
and carried unanimously.
Steve Miller moved approval of the Special Fund Accounts Payable
for November 12, 1985. The motion was seconded by A.J. Wells, and
carried unanimously.
Steve Miller moved approval of the Reconciliation Sheet of
Accounts Payable for November 12, 1985. The motion was seconded
by Sheila Davis, and carried unanimously.
The minutes of the October 22, 1985, Council meeting were next
presented to the Council. Steve Miller moved approval of the
October 22nd meeting minutes. The motion was seconded by Clint
Watkins, and was unanimously carried.
Councilwoman Davis reported on the Northwest Colorado Council of
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Governments meeting. She stated that the Highway Department had
shown the members of the meeting their long range plans. One item
of particular interest in the Highway Department's report was that
the Highway Department's engineers had picked out three proposed
separated railroad crossings in the State, and one of them was in
Avon. These proposals were based on recommendations. Sheila
Davis stated she would bring a copy of the report to the Town for
its records.
There being no further business to come before the Council, Steve
Miller moved to adjourn. The motion was seconded by Sheila Davis.
Mayor Nottingham adjourned the meeting at 12:04 a.m.
Respectfully Submitted:
atricia J. DoyK32~, 'own Cle
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APPROVED:
Western Vail Valley
Chamber of Commerce November 12, 1985
Avon Town Council
Avon Municipal Building
Avon, Colorado 81620
Dear Honorable Mayor:
Thank you for allowing the Western Vail Valley Chamber to appear before
your regular Council Meeting this evening to present our plans for the
coming year and the years to come.
The material enclosed and the presentation tonight are designed to ac-
quaint you with the ambitious plans for increasing market awareness of
the greater Avon area which the Western Vail Valley Chamber has developed.
We are optimistic about our chance for success following this general plan
of action, and are convinced that all of us in the "Western Vail Valley"
will soon benefit by a period of significant incremental growth.
The development of any or all of the hotel, condominium, and retail projects
currently being considered by the Town will surely enhance our efforts in
dramatic fashion, and the mere fact that the Town is considering a major
events center or acquatic facility sends a strong message to the marketplace
and the rest of the resort industry: Avon is not going to sit by and wait
for prosperity and growth, it's going to reach out and make it happen!
Your support of the Western Vail Valley Chamber of Commerce since June of
1984 has certainly been a key element in keeping the organization viable
throught it's birth process, and allowing it to lay the groundwork for
programs which have now begun bearing tangible results for that early
commitment and labor.
The Chamber Board and I would like to ask that you continue that support
so that we may undertake the many efforts still remaining before us. We're
working for a common goal the growth of Avon and the Western Vail Valley--
and we surely need the support of everyone in this area, and most especially
the Town, to realize the full potential that we all know exists.
Thank you for your time and consideration.
Sincerely,
Kevin J. Payne
Executive Director
P.O. Box 1437 e Avon, Co. 81620 . 303/949-51.89
•
THE WESTERN VAIL VALLEY CHAMBER OF COMMERCE
WHERE WE'VE BEEN, WHERE WE ARE, WHERE WE'RE GOING
July 1, 1984 - January 1 1990
I. Where We've Been a brief history of the Chamber
A. Establishment as a Chamber
Moved from totally voluntary organization to formal chamber with
hiring of Executive Director and incorporation
Established four divisions: Avon Area Resort Association,
Community Development, Organizational Affairs, Economic Development
Defined the product and began to institute marketing plan
Assisted in developing enhanced special events, and developed
new summer event, Avon Vintage Car Race, which was major success
Worked with Eagle, Valley Chamber of Commerce to establish the
Eagle County Development Coalition
Increased membership to 80 from 44
Initiated series of Members luncheons and Business After Hours
meetings to help draw business community together
Began monthly newsletter to help keep members up to date on
Chamber Happenings
Worked with Vail Associates, VRA, and others to coordinate
summer activities and produce informative summer brochure
II. Where We Are an overview of the coming year
A. Marketing and Advertising Winter
Ongoing advertising campaign in Ski and Skiing Magazines underway
since September issues, will continue through ski season
Advertising placed in Ski Country U.S.A. Consumer Guide, sent to
200,000 consumers
Advertising in Ski Country U.S.A. Travel Agent guide, sent to
45,000 Travel Agents, and Consolidated Tour Manual, sent to
40,000 Travel Agents
Direct Mail Campaign, with 8,000 AARA Rate Brochures mailed out
to highly qualified list of travel agents developed by our office
and Consolidated Tour Manual
Chamber plans to take part in "Ski Group 86", visiting select cities
for ski shows in cooperation with VA, VRA, and other resort areas,
in April - May 1986
• . •
Where We Are
Pg. 2
B. Marketing and Advertising Summer
Trade shows in Phoenix, Scottsdale, Tucson, and Palm
Springs to be attended in January, in cooperation with
Beaver Creek, to sell summer mountain experience to
desert dwellers extremely lucrative market!
Discussing coop arrangement with VRA to take part in
1986 Summer Road Show to selected "hot weather" markets
20 in all, including Atlanta, Houston, Dallas, Miami
bringing the Vail Valley summer message to them via Video
presentation to qualified audiences of travel agents
Direct Mail campaign using Vail Valley Summer Brochure
and Avon Area Resort Association summer rate insert.
8,000 to be mailed to winter guests generated through
Central Reservations, plus travel.agent/consumer list
generated at Trade Shows. Our cost for this program
to be up considerably
C. Central Reservations and Guest Services
Bookings through Central Resrvations made during fiscal year
June 1985 - December 31 1985 conservatively projected at $260,000
gross lodging revenue. Equates to about $1,000,000 in spending
in area. This is new revenue being brought into the area
Guest Services guide bring produced, to include maps of area
and listings and locations of businesses, along with information
on bus service, Town programs, VA programs, Summer, etc. 10,000
pieces to be distributed to guests after they've arrived.
Aside from direct benefit to guest as information piece, it also
sends message that Avon area is growing up as a resort
Staff and AARA will be recommending at next WVVCOC Board meeting
that Central Reservations be brought back under our direct control
to achieve efficiencies, and increase calls answered. This step
should greatly increase reservations booked
D. Special Events
We intend to work closely with the Town staff on existing and
possible new events to enhance those events and increase the
marketability of the area
Chamber is discussing major Speed Skating event on Nottingham
Lake with United States International Speedskating Association,
with possibility of Can-Am meet this year and Womens World
Championships next year. Potential for national and inter-
national T.V. Coverage via CBS Network. Already have two
sponsors lined up, and we're discussing project with a major
corporate sponsor. Limitless potential!
0
Where We Are
pg. 3
0
Initiated discussion with Town of Vail and Coors Classic
for Time Trial Stage to be held in Avon area, along with
possible social event at lake. Vail has agreed, and Coors
is optimistic. Lodging community has agreed to provide
substantial level of complimentary lodging for racers and
Race Crew. This will position us with Vail, Aspen, Tahoe,
etc. Bike racing generally (Moretti race, etc.) good
ongoing attraction for Avon/Beaver Creek area
Four major car-makers asked for proposals for major spons-
orship of Vintage Car Race following telephone solicitation.
One has made verbal committment, with formal committment
expected next week. Others still interested. Other lesser
sponsors outside the area have verbally committed. Budget
this year should be at least 5007 of last years with
half of the total earmarked for marketing. KHOW in Denver
and Town Squire Magazine in Kansas City have already
committed to involvment in major advertising/promotional
campaign
Chamber has tentatively budgeted for a July 4th (actually July
5th) event to take advantage of gap in VailAmerica Days schedule
and attract crowds here for day
Generally, attractiveness of area will be leveraged in
promoting special events to increase advertising dollars
by 1007 and more
Chamber plans on large events to budget monies to pay Town
for anticipated incremental costs. Generally, we'll try to
define the town's involvement ahead of.time
E. The Chamber and The Communit
Vail Associates has decided to treat with WVVCOC and VRA as
equals. VA will commission us on advance lift ticket and
lesson sales; work with us on familiarization trips for
Travel Agents and Travel Writers; work with us on special
promotions; co-op some trade show costs with us; work
with us on development of marketable special events
Chamber has initiated conversations with VRA re: co-op
trade show costs, joint promotions, co-op collateral
pieces, generally work together for common good
Chambers visibility in the Western Vail Valley area is being
enhanced through Central Res activities; Guest Services Guide;
Special Events; and Executive Director's personal contact
Membership in Chamber is now up to 93, and will hit 100 within
two weeks. The Goal is 150 new members by December 31 1986
Where We Are
pg. 4
Executive Director is member of American Ski Classic and
World Championships Special Events Committee and Marketing
and Public Relations Committee; chairman of Off-Mountain
Events Sub-committee of Special Events World Championships
Committee; expected to be named to Organizing Committee
III. Where We're Going the years to come, 1987-1990
A. Marketing and Advertising
Goal to have hard budget dollars of $100,000 for marketing
and advertising (exclusive of special events), to be leveraged
to $200,000 plus through promotions.
Expect to have an additional $100,000 to spend marketing
specific events (Speed Skating,Vintage Car Race) through
major sponsorships
Will work very closely with World Ski Championships, VRA,
VA to "piggy-back" with all direct contact marketing done
in conjunction with Championships.
Will continue to work closely on cooperative projects with
Beaver Creek for mutual benefit especially trade shows and
Fam Trips, as well as promotions
Research project to be undertaken Winter/Summer 1987 to
examine guests reaction's to area
B. Central reservations
Expect to add at least one staff person in fiscal 1987.
Goal is $1,000,000 in lodging revenue by end of 1986-87 ski
season. Longer range goal is to achieve year round occupancy
in area bed base of 60-65%.
Central Reservations will develop data base of up to 10,000
active travel agents and similar number of past guests and
information seekers
C. Special Events
Goal is to achieve Women's World Championships and World
Sprint Championships in Speed Skating in January/February
1987 and 1988 respectively. These events will mean network
television exposure for Avon in U.S., and great exposure
abroad as well. Speed skating on lake then to become integral
part of winter schedule in Avon, with possible inclusion during
World Championships in Skiing.
Where We Are
pg. 5
Chamber will develop relationship with major corporate
sponsor to underwrite most of cost of skating events.
Vintage Car Race to become best small stop on circuit,
with "Class" being the key adjective to describe the event.
The Chamber plans to increase the social and fan participation
aspects of the event, to add a full day of activities and
make it more of a lodging event. We hope to draw 20,000
to 25,000 fans each day beginning 1987.
Ongoing relationship will be established beginning this
year with major sponsor to underwrite most of cost that
relationship will become integral part of the event through
name indentification.
Ski Joring to be expanded in scope and included as an event
during World Championships
Generally, Avon will be identified in area as the outstanding
spot for special events, thereby putting us in excellent
position vis a vis World Championships. Special Events are our
ingredient for exposure during that period.
Chamber will work very closely with Town on events, helping to
enhance events Town undertakes and ensure that events we
undertake fit in with Town's plans
Goal to become regular stop on Coors Classic Schedule
D. Guest Services/General Ambience
Guest service brochure to be continually upgraded, with summer
piece to be added in summer 1987
Chamber will seek to relocate to more visible office space
(or possibly own building) in fiscal 1987. Along Avon Road
preferred area. Signage to be upgraded to better inform guests
Chamber will take lead in creating stronger ambience in area,
particularly in Summer. Hope to test some ideas regarding
street entertainment, street vendors, during event weekends
summer 1986...goal is to incorporate into full-time schedule
summer 1987.
Chamber will seek to create public art program involving major
artists (Thomas Schomberg, George Lundeen) in cooperation
with Vail Valley Foundation and I.S.A.C. project to enhance mall
area and walking/bike path. Fountain/reflecting pool one
suggestion.
Where We Are
pg. 6
0
Chamber will take lead in seeking funding to create on-going
series of evening concerts in Park. These would be free
concerts, designed to increase awareness among locals and
visitors of the beauty of the park, and to increase traffic
in area to benefit retailers and food and beverage operators
E. Membership
Goal is to achieve approximate 70%membership about 225
members by December 31, 1987. Goal is to raise average
dues to 400 to 450 dollars per member range, producing
90,000 to 100,00 in dues annually exclusive of town contribution
Goal is to peg Town contribution to 1 mill per year by 1988
and decrease percentage of Town's contribution against budget
Goal is to increase dollar for dollar value of membership
via programs such as ski pass, members discounts, group insurance,
etc. on an on-going basis
E
PROPOSED 1986 BUDGET
Marketing (includes one half salaries, special events, central reservations,
advertising, trade shows, fams, direct mail costs, collateral, etc.)
166,408 74% of budget
Overhead (includes one half salaries of director assistant, and Central
Reservationists, office costs, one half entertainment, insurance,
postage, etc.)
57,125 26% of budget
$223,533
Revenue
Present Members 32,583 14.5%
New Members 26,000 11.6%
Town of Avon 15,000 14.6%
Central Reservations
Lift Tx/Lessons
Bus Advertising
Ski Joring
Skating
Summer Solstice
Vintage Race
93,583 41.7%
49,950 22.3%
6,500 02.9%
4,000 01.7%
60,450 27 %
2,000
0.8%
35,000
15.6%
500
0.02%
32,000
14.3%
70,000
31.3%
TOTAL $223,533