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12-07-11 Town Council Packets SNOWMASS VILLAGE TOWN COUNCIL SPECIAL MEETING AGENDA DECEMBER 07, 2011 PLEASE NOTE THAT ALL TIMES ARE APPROXIMATE ITEMS COULD START EARLIER OR LATER THAN THE STATED TIME CALL TO ORDER AT 1:00 P.M. Item No. 1: ROLL CALL Item No. 2: PUBLIC NON AGENDA ITEMS (5- minute time limit) Item No. 3: COUNCIL UPDATES Item No. 4: DISCUSSION OF BOARD GOVERNANCE OF THE MARKETING SPECIAL EVENTS AND GROUP SALES BOARD AND REVIEW OF BUSINESS PLAN (MSEGS) (Time: 180 Minutes) ACTION REQUESTED OF COUNCIL: Specific Topics include: History of MSEGSB and related taxes Governance Structure, Alternatives and Recommendations Sales and Lodging Tax Comparisons Review 2012 Business Plan (Goals and Measurements) -Susan Hamley /MSEGS Board ..................Page 1 Item No. 5: MANAGER'S REPORT (Time: 10 minutes) Russell Forrest .............................No Packet Materials Item No. 6: ADJOURNMENT NOTE: Total time estimated for meeting: Approx 3 hours (excluding items 1 -3 and 5 —6 ALL ITEMS AND TIMES ARE TENTATIVE AND SUBJECT TO CHANGE WITHOUT FURTHER NOTICE. PLEASE CALL THE OFFICE OF THE TOWN CLERK AT 923 -3777 ON THE DAY OF THE MEETING FOR ANY AGENDA CHANGES. tc sm pkt 12 -07 -11 MEMORANDUM To: Snowmass Village Town Council From: Snowmass Tourism Office (STO) Date: December 7, 2011 Subject: Joint Meeting of the Town Council and Marketing, Special Events, Group Sales Board (MSE& GS) 1. PURPOSE: The purpose of this discussion is to: Review the history and governance structure of the Marketing, Special Event Group Sales Board (MSE &GS). This will include reviewing alternative governance structures in other mountain communities. Review Sales Tax comparisons from other jurisdictions in the Mountain Communities o Review goals and measurements for the creation of a 2012 Business Plan. 2. BACKGROUND: On March 21, 2011 the Marketing, Special Event Group Sales Board (MSE &GS) and the Town Council met to discuss summer events, measurements, and governance. From that meeting the Financial Advisory Board was asked to work with the MSE &GS in creating a measurement for their operations. The MSE &GS and FAB Boards met on several occasions and discussed appropriate measurements for marketing, events and group sales. Since August 10th, the MSE &GS Board has met several times to discuss the measurements, governance structure, and other fundamental topics regarding communication and the relationship with both the Town and the business community. The Lodging Advisory Committee (made of Lodge managers and sales marketing representatives) has also met with the Group Sales Team to discuss appropriate measurements. The Stakeholder Report attempts to synthesize complex input from the FAB, MSE &GS Board, Lodging Advisory Committee, and staff. On October 17, 2011 the Town Council met with MSE &GS and discussed the Stakeholder Report and finalized measurements to be used in the future. The two boards agreed to discuss governance structure before the end of the calendar year. 3. DISCUSSION POINTS A. History and Formation of the Group Sales and Marketing Department In 2002, a coalition of community leaders known as the Village Leadership Forum prepared the "Forward Plan" (Attachment A). This Forward Plan provided the genesis for a dedicated Marketing Sales Tax and Board. Previously, the Snowmass Village Resort Association (SVRA) provided support for marketing to groups and booking the conference center. The 1 tc sm pkt 12 -07 -11 following is intended to provide a chronology of events and decision points pertinent to the formation of the MSE &GS Board. 2002: Comments from the Village Leadership Forum In the third quarter of 2001, the SVRA appeared to accept the responsibility for creating and managing the funding for a Village -wide Marketing Program. The following elements are agreed to as being important for effective marketing: Programs need to be consistent with and in support of the Aspiration Statement in the Forward Plan There needs to be a relationship of "mutual benefit" between Snowmass Village and Aspen The accountability for marketing is here in Snowmass Village Funding of Marketing should be Village -wide In the first quarter of 2002 the SVRA subsequently decided to forego some Marketing Programs as a matter of budgetary constraint, instead choosing to solely focus the available $4 million funds on group sales and conference center subsidy. As a result the Town Council decided to explore options for partnering with other Village entities to create a Village focused Marketing Program and a sufficient funding source. Such funding would include the consideration of a Village -wide tax. SVRA continued to explore alternatives to its current structure, governance and finances. March 22, 2002: Marketing Sales Tax Discussion Town Council Meeting Mayor Manchester requested a discussion regarding developing a process involving all constituents and appropriate players in the formation of a marketing tax and conditions for sale of Conference Center. May 20, 2002: Marketing Tax Discussion at Town Council Council reviewed a list of issues that needed to be addressed to promote a ballot issue to form a Marketing commission. SVRA agreed to sufficient time for the new commission to work with SVRA for a smooth transition from the SVRA Civic Assessment to a Marketing Tax, The Town Council agreed to set up a Marketing Commission where funds would be used for marketing that included print, electronic advertising, media, mail, direct solicitation, public relations and funding special events and management expenses. The Council discussed a process for selection of a Marketing Tax Committee and determined that bylaws and ballot language should be developed by July 2003. August 12, 2002: First Reading Ordinance No. 11 Establishing Snowmass Marketing Board The Council identified entities that should make up the Marketing Board and created language whereby Council would appoint a board member provided an industry group does not make the choice. At this meeting the Council discussed qualifications; outlined staggered terms; identified initial appointment; and created allowable expenditure 2 tc sm pkt 12 -07 -11 categories. It was requested that this be revisited after the Marketing Tax ballot language has been finalized. At the end of this discussion Council: Approved an initial Marketing Board Budget Determined the Board would be made up of 5 members Council requested language be included in the Ordinance outlining the process for a transition of the marketing effort from SVRA to the Marketing Board September 20, 2002: Sale of Conference Center to SVRA In 2002, the Town of Snowmass Village sold the conference center to SVRA and in 2003 the SVRA sold the conference center to the Silvertree Hotel. It is also important to note that after the Conference Center was sold to the Silvertree, that the function of the group sales team that worked for SVRA and then the Town changed. They no longer directly contracted with groups for conference center space. Rather they acted as a typical chamber bringing leads to our lodging properties. October 2, 2002: Town Council Work Session marketing Tax Ballot Question At this meeting the Town Council worked on completing the final ballot question for a marketing tax. Decisions included: Determination of the make -up of Board The Board will appoint Advisory Committee(s) to be utilized by the marketing Board as they see fit Make -up of the Advisory Board will be determined by the Marketing Board Board will present to Council an annual Budget as well as a quarterly audit. Tasks assigned to the Board will either be conducted by Board Members or by outside contract. Board will make the determination of the number and type of special events Board will determine if support will be provided by the Town, the Board Members themselves or by an outside contractor= November 5, 2002: 2.5% Marketing and Special Events Tax ballot question passes December 5, 2002: MSE &GS initial meeting On December 5th the first meeting of the MSE &GS Board occurred and was chaired by Bob Purvis. At this meeting the Board: Developed By -Laws Reviewed and addressed the Aspiration Statement Created operating parameters of the Board, makeup of the Advisory Committee 3 tcsm pkt 12 -07 -11 Board discussed and agreed to hire a Marketing Director who would act as the liaison with outside contractors Board will develop a baseline of data for a matrix to evaluate and determine performance October 8, 2005: Resolution 39 creating ballot language for 2.4% lodging tax On August 8, 2005 Town Council had a special meeting with the MSE &GS Board and SVRA president Hiram Champlin. Mayor Mercatoris stated that the purpose of this report is to put forth a specific proposal for moving lodging properties into the Group Marketing program. The main points of discussion were: *New group marketing program would be financed with a new 2.4% lodging tax specifically limited in its use to group marketing (same rate as what SVRA was already collected) *Having group sales activity a part of the existing MSE &GS Board *Further discussion on the make -up of the new board ended with the conclusion in increase the number of board seats to 7 members. Attachment B includes other historical information including the Ballot questions for both the Marketing and Lodging taxes. B. Governance Structure Alternatives This section reflects opinions and perspectives on governance from both staff and the Marketing Board. It is first important to understand and evaluate the current governance structure which is addressed in the Town Code and included in Attachment C. Council also asked that other alternative structures be examined. Attachment D includes a summary of other alternative governance structures and taxing methods from other mountain resort communities. Staff believes that critical issues to discuss include: What are the expectations for working relationships between the Council and the Board? At the inception of the MSE &GS Board it was understood that they have an arm's length relationship with the Council, yet in the code the MSE &GS Board is an advisory Board. What is the expectation of the Town Manager in managing the Snowmass Tourism Office (STO)? The code is very clear that the Town Manager is responsible and accountable for all personnel decisions in the Town's organization. However, the history has been that the MSE &GS Board has hired the Director and provided input to the Town Manager on reviews. In recent years the STO Director has received reviews and direction from the Town Manager just like other Directors. The Town Manager has utilized the goals set by the Board as parameters for performance reviews and solicited the input of the Chair of the Board before completing the 4 tcsm pkt 12 -07 -11 review. There is the possibility that the Director of STO could be in a conflict between direction of the Town Manager and the Board. Expectations need to be clarified so that a responsible governance structure is put in place. The primary question is accountability shared for personnel decisions between the Manager and Board (possibly with some form of executive committee) or does the Manager retain responsibility for personnel decisions. Is the current governance structure the best structure? What works and what does not work well with the current governance structure? Based on Attachment D, Snowmass has a very unique governance structure. It is common to have a dedicated tax to support marketing, events, and /or group sales. However, every other jurisdiction (except Vail Frisco) identified in Attachment D has a Chamber of Commerce or Tourism and Convention Bureau that actually executes marketing, events, and /or group sales. In those Chamber /Bureau organizations members typically elect their representation to the board. The Town of Vail recently took it $4 million fund back (versus a contract with the local chamber) and has two staff people that manage contractors and grant applicants to provide marketing and events. Their special events are performed through a grants process. Individual promoters apply for a grant to support their event(s) and a special events committee supported by a staff person determines how much money an applicant may receive. Each event applicant also has to estimate economic return on an event and then it is evaluated after the event for actual results. For group sales, Vail does contract with the local chamber to provide this service. How should a nomination process be implemented given the code provisions on having retail, food and beverage, and lodging industries nominate their representatives (See below). For the purposes of discussion several options are provided by staff to consider governance: 1) Keep the existing structure. The MSE &GS Board has considered several changes to improve the structure and responsiveness to the business community. The Board has considered how to implement a nomination process which is called for the existing code (see below). (b) A nomination for membership to the Marketing, Group Sales and Special Events Board shall be made to the Town Council by the Snowmass Village retail, food and beverage, and lodging industries. An industry nominee need not be a member of that industry. One (1) nomination is to be presented to the Town Council by each industry, or in the case of the lodging industry as per the requirements of Section 2 -313 of this Code; provided, however, that in the event an industry, or the lodging industry as per the requirements of Section 2 -313 of this Code, cannot agree on a nominee, multiple nominees may be nominated. In determining the nominee for an industry, only a 5 tc sm pkt 12 -07 -11 business that is licensed pursuant to Section 4 -2 of this Code may vote, one (1) vote per business. (c) The Town Council must appoint the nominee of an industry identified in Subsections 2- 313(1), (4) and (5) to the Board, if the nominee is qualified and if only one (1) person is nominated by the industry. If more than one (1) person is nominated to the Board by an industry identified in Subsections 2- 313(1), (4) and (5), the Town Council must appoint one (1) of the industry nominees. In the event an industry fails to designate a nominee, then the Town Council shall choose the member of the Board for the industry. The Town Council may refuse to appoint a nominee to the Board of an industry identified in Subsections 2- 313(1), (4) and (5), only if at least three quarters of the members of the Town Council, present and voting, do not approve the nominee; in which event, the Town Council may choose and appoint the member of the Board for that industry. Other considerations with the existing board structure include creating a seat for the Aspen Ski Company along with another at -large member. The Ski Company has participated in the Board since its beginning. Then finally if this structure is maintained, expectations between the Board, Council, and Manager need to be clarified. If the current structure is maintained the reporting relationship of MSE &GS Board and the STO Director needs to be clarified. 2) Chamber /Tourism Convention Bureau: A alternative option which is the most common governance structure is to create a chamber organization. Specific standing seats can be created for Retail, Restaurant, Lodging, and other businesses. These seats are typically elected by the business community. Other seats could be dedicated to specific purposes. For example sometimes, a Town staff person is on the board, major employer (i.e. Ski Company) or a member at large in the community. This governance structure often has a membership fee structure and is supported by dedicated tax sources for marketing, events, and or group sales. It would be typical for a Chamber to present its business plan during or prior to the budget process and request specific funding for programs from a Town Council. The Town Council would still have a fiduciary responsibility for the tax dollars collected and then contract with the Chamber to perform functions. Then it is common to have periodic updates during the year from the Chamber. MSE &GS Board Recommendations Questions On December 1 St the MSE &GS Board met to review their ideas and recommendations regarding governance to share with the Board. They discussed 6 points which are summarized below: 1. Change MSE &GS Board Composition. The majority of the board agreed to recommend changing the number of people on the board from seven (7) to nine (9) Board members (minority view is stay at seven (7). The majority recommend the following changes: 6 tc sm pkt 12 -07 -11 i. Add seat: Aspen Skiing Company Representative from Senior Management. ii. Add seat: 3 d At -Large representative iii. Change Seat: Base Village Lodging representative should be an "At Large" rep from the lodging community (not restricted to Base Village Property). Therefore all lodging seats would be at large and no one organization would have more than one seat. II. Advisory Committees: Reinvigorate and expand Advisory Committees to provide additional business community input with three committees including: i. Group Sales Advisory Committee ii. Marketing Advisory Committee iii. Add 3rd Committee Events Advisory Committee A purpose /mission statement for each Committee would be created and approved by the Board. In addition a Board Member would chair each committee to provide cohesion between the Board and the committees. In addition, the Board would actively find talented people in the community to participate in the committees. The Board was also interested in finding young business professionals to participate in committees. The Board would appoint individuals for committees. III. Nomination Process: As stated in the code, the restaurant, lodging, and retail business communities should each provide nominees to fill respective positions on the board as per Section 2 -316 (b, c, d)). The Board will provide a nomination process for receiving nominations from each business community. IV. Group Sales: Individuals on Council have asked whether group sales should be under the umbrella of the existing governance structure. This has not been discussed in detail with the MSE &GS Board. The MSE &GS Board would ask whether this is an interest of the Town Council to evaluate this further. V. Roles: The MSE &GS Board believes that roles and working relationship between the: Town Council, Marketing, Special Events Group Sales Board, Town Manager need to be clarified. This issue if described above. VI. Clarify relationship of Board and Staff: The MSE &GS Board would request Council input on what level of management should occur between the Board and staff. This issue is most likely addressed by answering the basic governance question and the relationship that should exist between the Town Council, Town Manager, and Board. Generally the board feels that they should provide policy and strategic direction. The committees mentioned above would provide input on specific tactics as envisioned. C. Sales and Lodging Tax Another topic that Council asked to discuss is whether TOSV sales and lodging tax is too high or appropriate. Staff obtained comparable sales and lodging tax from other mountain communities which is summarized in Attachment E. Snowmass Village's total sales taxis the highest among resort communities analyzed in Attachment E and has the second highest cumulative sale and lodging tax. However, if you look at the sales tax for the city /town our percentage tax is lower than more than 50% of the other communities 7 tcsm pkt 12 -07 -11 sampled. Staff would submit it's not TOSV that has made our tax levels so high; it is the other taxing entities. Staff solicited the input from three economic consultants (at no cost to the Town). All three were asked whether higher sales tax decreases overall sales. Also they were asked if reducing our sales tax from 10.4% to 9.99% would impact sales. It should be noted that these are opinions and not based on specific market analysis in Snowmass Village. Ford Frick of BBC provided input on the issue by stating "Most observers suggest that guests react negatively when the tax bill is outsized, i.e. larger than their expectations or general experience. 10.4, if that's just sales tax, certainly qualifies and will produce a reaction, but I doubt 9.99 would greatly alter the equation." "Most people react to the dollar amount of taxes and fees, not the rate. I've seen studies, often used to defend higher sales taxes or fees, demonstrating that a very large percentage of consumers have no idea what their own town's local sales tax rate is, or what entities are beneficiaries." Chris Cares from RRC provided a macro economic report on lodging tax entitled "Room Taxes and Economic Impact of the Lodging Industry. This was prepared by the American Hotel and Lodging Educational Foundation in 2008. This was a macro economic analysis based on economic modeling for lodging tax for the United States as a whole. One statement in this study was that "A 2% addition to room taxes would cost the Nation 327,000 Jobs, $10 billion in Wages, and $33 billion in sales. This same report also stated "The negative impact of increased room taxes can be mitigated, and may even be beneficial, if taxes are used for travel promotion. A number of markets designate a portion of the room tax to support convention and visitor bureaus, travel advertising and other activities aimed at increasing travel and tourism. Economic Planning Systems, who did much of the economic modeling in Base Village for the Town, was also asked their opinion. They indicated that they would be happy to complete an analysis for Snowmass Village but shared that in similar studies it was difficult to make a conclusive determination on how sales tax impacted sales in a specific resort. The Finance Department also analyzed the impact of reducing the marketing tax so that the total sales tax would be reduced from 10.4% to 9.99% (.41% reduction in sales tax). Based on 2010 taxable sales a .41% reduction of sales tax (if reduced from the Marketing Tax) would have a $494,071 annual impact to the marketing fund. D. 2012 Business Plan and 2011 Stakeholders Report Attachment F is the 2012 Business Plan prepared by the MGS &SE Board and its associated attachments. The primary purpose of this business plan is to describe goals for 2012, how they will be measured, and actions to achieve those goals. Attachments: Attachment A: Forward Plan Attachment B: Historical Information on Marketing Board Attachment C: Town Code Section on Marketing, Group Sales, and Special Events Board Attachment D: Mt. Resort Comparisons for Marketing, Special Events, and Group Sales 8 tc sm pkt 12 -07 -11 Attachment E: Sales Tax Comparison with other Mt. Resorts Attachment F: Business Plan and Attachments Attachment G: 2012 Budget 9 tcsm pkt 12 -07 -11 Attachment The Town of Snowmass Village Forward Ilan February 2002 2 cokargfonaard ylan.doc 10 tcsm pkt 12 -07 -11 THE TO WN'S A SPIRATION We aspire to be the leading multi- season, family oriented mountain resort community. We will do this by creating, marketing and delivering distinctive choices for furs, excitement, challenge, learning and togetherness. All this is done amidst our unique, natural splendor as a part of a memorable Aspen /Snowmass experience. Further, we wish to be seen by others as welcoming, dynamic, convenient and successful. We will always be responsible stewards of our environment, economy and society. When successful, Snowmass Village will have achieved the quality of life and economic vitality that will assure our future as a sustainable resort community. 2 rokorgjoroard plau.doc 11 tc sm pkt 12 -07 -11 F THE FORWARD FLAN The Town of Snowmass Village, in a manner similar to all mountain resort communities, faces a range of challenges as it confronts changing international resort market realities, upgrading and reinvesting in the resort's assets, and balancing resort and community values. The Village Leadership Forum (VLF) was organized by the Town Council and first met in January 2001, with the express purpose of facing these challenges through formulation of a consensus based, strategic plan the Forward Plan. The Town Council believed it was best to engage a cross section of Village "stakeholders" to review the Village as a successful resort community. Over the course of the VLF meetings, from January through September 2001, the group broadened its representation to include the Town Council, citizens organizations, major real estate owners, retail merchants, Aspen Skiing Company representatives, Snowmass Village Resort Association representatives, lodging property representatives, West Village Mall building owners and employee housing representatives. Initial meetings of the VLF focused on the creation of an agreed, shared Aspiration. The group then debated four questions: 1) What is a Snowmass Village, today? 2) What do we aspire to be, in the future? 3) What is the gap (between what is and what is aspired)? 4) How do we close the gap? The first objective of the VLF was to formulate an Aspiration Statement (presented above) that clearly and simply expressed the values of the VLF participants as representatives of the community. Following formulation of the Aspiration Statement the VLF explored what the Village must do, how it would do it, and precisely who would do it, to achieve the Aspiration Statement. In order to assure a broad -based consensus within the Village as well as public awareness of the process, the VLF meetings were organized as a series of public workshops, each addressing a part of the agenda of building the Forward Flan. 3 aokorgforroard plan,doc 12 tcsm pkt 12 -07 -11 FOR WARD PLAN PLANKS Having agreed upon the Aspiration Statement, the VLF began working toward assembling the key components of this Forward Plan. The Forward Plan is essentially a strategic document, organizing the community and key community stakeholders towards achieving the unifying goals as expressed in the Aspiration Statement. The Forward Plan, as a strategic document, reflects, builds upon, and is consistent with formal expressions of Town of Snowmass Village land use and development policy including the Comprehensive Plan and the Development Code. Thus the Forward Plan is a vehicle for implementing these broader Town policies and procedures. The "building blocks" of the Forward Plan are a series of "Planks" a set of projects and activities viewed as essential to achieving the Aspiration Statement and requiring special cooperative attention at this time. Each Plank has a "primary owner" (the party most directly responsible for completing the Plank) and a strategic statement concerning the necessary critical elements to be prioritized in the given order to best promote achievement of the Aspiration Statement. The six (6) Planks are as follows: Commercial Core Mobility Lodging Multi- Season Resort Marketing Employee Housing Base Village In addition to the above specifically identified Planks, a variety of other projects and activities were discussed. For example, mountain infrastructure (ski lifts, gondolas, etc.) are particularly importance to our guest's "epic, convenient and uncrowded" experience on the Mountain thus are an essential part of the Snowmass experience. While important this and other projects, unlike the "Planks" do not require cooperative action to achieve. The following section provides a synopsis of each "Plank its primary owner and a summary of the relevant discussions that occurred during the VLF meetings. 4 wi wlau.doc 13 tc sm pkt 12 -07 -11 COMMERCIAL CORE Primary Plank Owners, Mall Owners, Base Village, Center Owners Basic Principles. The Village Leadership Forum agreed the town's 'commercial core' as an integral connection between all other Planks. The group further agreed Food Beverage, Retail and Entertainment as the commercial core's essential elements for maximum profitability. Having visited a number of ski town resort communities and met with commercial consultants, the VLF gained further understanding of critical criteria for achieving a vital, vibrant commercial core: a Commercial must be seamless, connected Critically massed commercial is somewhere north of 100,000 sq. ft. Entertainment and retail go hand -in -hand Master planning for tenants: the right mix and diversity People places, pedestrian walkways, flow through and solar gain The proper amount and occupancy rate of hot and warm beds Grade influences Further discussions brought forth consideration of five (5) scenarios for the future of commercial development. After a vote the VLF chose to support the fifth scenario: To co- develop the Base Village and Mall. Within this scenario there would be a mixed -use at the Base of lodging, skier services, evening entertainment- oriented retail, and parking. A renovated mall including expanded lodging, re- formatted and re- tenanted retail oriented around daytime use, with a transit hub and parking. A few within the VLF believe this Fifth scenario neglects the lessons learned and the critical criteria, specifically the seamless, on grade connectivity. 5 rakorgfanvard plae.doc 14 tcsm pkt 12 -07 -11 MOBILITY Primary Blank Owner. The Town of Snowmass Village. Basic Principles. The Village Leadership Forum agreed Mobility as a Plank to maintain the importance and necessity of low levels of traffic congestion. The VLF understood the challenge with traffic congestion from previous years experience, and the fact that the upper Brush Creek Valley can only withstand so many automobiles. The group further agreed Mobility is not only cars on the road and the potential congestion they cause, but bike and foot trails, parking, mass transit and even housing. From its discussions the VLF listed a variety of criteria and critical issues relevant to Mobility supporting our Village Aspiration: c A system that is forever clean, quiet, efficient and fun A seamless method of mobility for both residents and guest alike An overhead conveyance between the Center, Base Village and Mall Convenience for everyone b No stop lights within the village As a result the VLF answered (debated) two questions: major constraints to achieving optimal mobility for the Village; and the most important, most critical mobility projects are today. Constraints agreed by the group: cost, timing, space, community character, politics, human resources, lifestyle and land -use. Projects proposed by Town Staff and then debated by the VLF: Mall -Base- Center Connection, Rodeo Park -n -Ride with pavement expansion, Consolidated Transit Plaza, Mall Expansion and Intersection improvements at Brush Creek /Wood Rd. and Brush Creek Owl Creek Rd. G vkorg(onvard plan.dor 15 tc sm pkt 12 -07 -11 LODGING Primary Plank Owner(s). All with ownership of existing or potentially developed residential and rental lodging units within the Village, including full -time and absentee owners. Basic Principles. Whereas this Plank has not been reviewed by the VLF, the group has discussed the idea that Snowmass ViIlage's hot bed inventory is extremely important to the long -term viability of the town. The VLF understands the Village is currently losing its rental bed -base to single- family ownership. Also discussed is the idea that the Village's existing rental bed -base is below standard for competing in today's resort industry. Important criteria for the VLF with respect to lodging: m Heads on beds and the commercial core are inextricably linked: specifically, a proper bed base is required for full support of a vital, vibrant commercial core Snowmass Village needs to add to its existing rental market Snowmass Village needs to support renovations to its existing rental market Newer "fractional units" need to support the Village's need for hot -bed rentals As a result of this information the VLF seeks to encourage the Village's existing rental properties to continue their work to upgrade their facilities. Also the VLF continues to advocate innovative ways of adding hot beds from our current re- development and development(s) potential such as the Center, Base Village, The Timbers and the Snowmass Club. Lastly, there exists a need for a mix in lodging types such as rental condos, interval ownership units and hotel, including a "Flag" or brand -name 4 -Star hotel. 7 rvkorgfonord plan.doc 16 tc sm pkt 12 -07 -11 EMPLOYEE HOUSING: Primary Plank Owner. The Town of Snowmass Village. Basic Principles. During initial VLF meetings the group decided the town is both a resort and a community, and therefore the employees to the town are an integral part to the ultimate success of the resort. Thus Town Council began working with its Housing Department early 2001. The primary goal was to ensure our housing supports the best possible employees in support of the village achieving the quality of life and economic vitality that will assure our future as a sustainable resort community. A Housing Advisory Committee was put together in order to review the Town's housing guidelines, and to make formal recommendations to Town Council. The following topics are a sample, and have either been discussed with recommendations made, or will have been by the end of March 2002: Guidelines being reviews Seniority status for purchasing housing units Application process: Ownership only Owner Qualifications with respect to changes in status, assets and income, and year -round residency (minimum 8 months a year)... Bequeathal of deed restricted ownership housing Upkeep of deed restricted ownership housing, resale guidelines o Self improvements and maintenance Smoking within Town owned units: rental only Pets within Town owned units: for sale or rental As a result of this work the housing department has substantiated its mission, 'to provide the best employee housing within a quality living environment, for the highest quality employees, in support of the Snowmass Village being the leading mountain resort community.' Upon completion of these recommendations Joe Coffee (Housing Director), the Committee and Town Council plan to enact the agreed to recommendations at a regularly scheduled Town Council meeting some time in April 2002. 8 wkorgfonortrd plan-dor 17 tc sm pkt 12 -07 -11 MULTI SEASON RESORT MARKETING Primary Plank Owner. The Town of Snowmass Village, with partners. Basic Principles. [add text] 9 Tokorgjorwnrd pian.doc 18 tcsm pkt 12 -07 -11 BASE VILLAGE: Primary Plank Owner. Aspen Ski Company's partnership with Intrawest. Basic Principles. The Village Leadership Forum agreed Base Village a Plank as an integral connection between all other Planks, necessarily as it is within the Village Core. Also important to the VLF was the fact that potential re- development and developments (specifically the Mall) are waiting for Base Village before submitth ig land use applications. July 2001 Intrawest was chosen as development partner. Further VLF discussions brought about the necessity of Establishing a Vital Village Care. Some challenges today include: C There exists no effective pedestrian connection to the Mall 10 wkargfonuard ptan.doc 19 tc sm pkt 12 -07 -11 ACHIEVING THE ASPIRATION Now, we must agree hour to work those issues necessary to moving each Plank forward. Consideration is under way of a common work process (Community Improvement Program), owned by a central Town resource, which can be applied to identify the Critical Issues pertaining to each Plank. Now, what work is to be done? Agree that process to be universally employed Identify owners of each Plank and their partners Identify issues relevant to each Plank Work issues in accord with the agreed process We will do this work as responsible stewards of our environment, economy and society. When successful, we will have achieved the quality of life and economic vitality that will assure our future as a sustainable resort community. 71 rokorgforrmrd plan.dor 20 tc sm pkt 12 -07 -11 Historical Information on Marketing Board Attachment 21 tc sm pkt 12-07-11 SNOWMASS VILLAGE MARKETING AND SPECIAL EVENTS MEETING MINUTES December 5, 2002 Chairman of the Marketing Special Events Board Robert Purvis called to order the Meeting at 8:30 a.m. ROLL CALL BOARD MEMBERS PRESENT: Mary Harris, Peter Moore, Reed Lewis, Kyle Sharp, Bob Purvis STAFF PRESENT: Mike Segrest, Town Manager; Carey Shanks, Assistant to the Town Manager PUBLIC PRESENT: Brent Gardner-Smith, Catherine Lutz Town Manager Mike Segrest provided an opening statement at the organizational meeting of the Marketing Board, and offered to answer any questions from Board members. Carey Shanks, Assistant to the Town Manager will be acting as the Board's liaison for the Town. Segrest stated that Council has agreed to meet with the Board in the near future to answer questions and provide any background information regarding the history and structuring of the Marketing Tax. Being duly organized by the Town, the Board is bound by the requirements of the Municipal Code governing Town Boards and Commissions, which also applies if the Board chooses to hire or contract for support services. Purvis outlined options available to the Board to gain support staff. The Board determined that it might be necessary to hire several contractors for organization and operation of special events. Segrest suggested that the first orders of business be to develop By-Laws setting the conduct of business, regular meeting dates, officers, authority of each officer, etc. Shanks will provide examples of By-Laws to assist the group in development of By-Laws. Determine and develop programs and efforts and defining the role of the Marketing Board, and what marketing and special events will encompass under the umbrella of the legislation and authorization created by the Tax, as well as allowable expenditures and strategic thoughts on desired outcomes. Board members developed a list of items to be reviewed, addressed and discussed, which included the Aspiration Statement and a history of its development, SRA's contract for this year's business, the Baseline Economic Indicator, the Resolution that created the operating parameters of the Board, 22 tc sm pkt 12 -07 -11 makeup of the Advisory Committee, the Ballot language, current -year Sales Tax report, Marketing Director and staff support. Town staff will gather the information and provide to the Members as a briefing package to review and to assist them with their program of decisions to be made before the Board begins making decisions or determinations regarding future events. Board members requested a list of special events held in the Town over the past two years and a calendar of upcoming area events scheduled or proposed for 2003. The group discussed financing operations. Segrest explained that the Town will operate the finances of the Marketing Tax, revenues of which will be available in mid January 2003. He further explained that the Marketing Board budget is to be approved by Council on an annual basis and the Board will provide Council with a performance report on a quarterly basis. The MSEB is to develop a business plan and a budget before making obligations. Board members discussed repayment to Snowmass Village Resort Association (SVRA); SVRA website; consideration of marketing and events in addition to that currently set by SVRA for the Summer of 2003 and as allowed by Tax revenues; a recent request from SVRA for additional funds to cover staff costs, which Segrest explained were originally included as a part of the original contract amount. Staff and the MSEB will negotiate this issue with SVRA. Board members requested consideration of an all- encompassing Snowmass Village Website The Board agreed to meet once a week during organization, structuring and transition, Bob Purvis would be the acting Chairman, and the Town Manager would be the acting Executive Director until an official election is conducted. Temporary operating standards were set since frequent meetings would necessitate some information be distributed to the Board at the meetings. Distribution of information by e -mail will be utilized as much as possible. The group agreed that all background information and some planning be completed by the end of the year. Binders will be provided at the next meeting for reference materials. Purvis provided the history of the development of the Marketing Tax beginning with development of the Town's Aspiration Statement, a mutually beneficial vision of the future for Snowmass Village, the Forward Plan which identified planks identified as Base Village, marketing, transportation, employee housing, etc., and which were items necessary for completion to meet the Aspiration, and identified accountability for completion of each plank. Since marketing was again cut from SVRA budget, the Town made the decision to investigate conducting marketing for Snowmass Village, by redirecting Civic Assessment funds in such a manner to market the resort in a more effective way. The group discussed and agreed to hire a Marketing Director with expertise in this field, compensation relying on performance, to be an operating, hands -on 23 tcsm pkt 12 -07 -11 Town employee to support the Board. The Marketing Director would act as the liaison with outside contractors or have a staff to perform the work. Town staff will draft a position description for a Marketing Director for the Board's review. Staff will also provide a scope of work for a Special Events Coordinator. The Board will develop a baseline of data for a matrix to evaluate and determine performance. The group will further discuss whether it may be necessary for the Marketing Director to hire an employee to develop and oversee special events, or contract a special events coordinator, and determine supervisory structure. Peter Moore will develop a list of potential members to serve on the Board's Advisory Committee for review by the Board. Harris will compile a list of area events scheduled for the upcoming year. The Board discussed potential members for the Advisory Committee. Purvis and Lewis will attend an upcoming meeting with Aspen Skiing Company (ASC) and the Aspen Central Reservations Association (ACRA). The group discussed major upcoming special events in 2003, current information being provided by SVRA to guests and visitors requesting information by telephone, allowable uses for a percentage of the Marketing Tax for infrastructure, status of the Rodeo for 2003, and land owned by the Town which surrounds the Rodeo parcel at the entryway. ADJOURNMENT There being no further business, Board Member Moore made a motion to adjourn the Meeting, seconded by Board Member Harris. The motion was approved by a vote of 5 in favor to 0 opposed. The Meeting adjourned at 11:00 a.m. Submitted by: Trudi Worline, Town Clerk 24 tc sm pkt 12 -07 -11 Regular Coordinated November 2002 Financial Question MARKETING TAX QUESTION SHALL TOWN OF SNOWMASS VILLAGE TAXES BE INCREASED BY $2,500,000.00, ESTIMATED FIRST FULL FISCAL YEAR COLLECTION, AND BY SUCH AMOUNTS THAT SHALL BE RECEIVED ANNUALLY THEREAFTER, BY ENACTMENT OF A 2.5% SALES TAX TO BE ASSESSED ON SALES AT RETAIL AS DEFINED IN CHAPTER 4, ARTICLE IV OF THE TOWN OF SNOWMASS VILLAGE MUNICIPAL CODE, AND UPON TERMS AND CONDITIONS ENACTED BY THE TOWN COUNCIL FROM TIME TO TIME, INCLUDING A REBATE OF $50 PER CALENDAR YEAR FOR FULL -TIME RESIDENTS; AND REVENUES FROM SUCH SALES TAX TO BE RESTRICTED FOR THE SOLE AND SEPARATE PURPOSES OF: 1. MARKETING, 2. CREATION, PROMOTION AND EXECUTION OF SPECIAL EVENTS, 3. PUBLIC RELATIONS, 4. ACTUAL AND NECESSARY EXPENSES THEREAFTER OF THE SNOWMASS VILLAGE MARKETING AND SPECIAL EVENTS BOARD, FOR DEVELOPMENT OF TOURISM FOR THE BENEFIT OF SNOWMASS VILLAGE AS A WHOLE, SUBJECT TO A LIMITATION ON CAPITAL EXPENDITURE TO A MAXIMUM OF 10% OF SUCH SALES TAX REVENUE ANNUALLY; AND SUCH SALES TAX REVENUES TO BE COLLECTED COMMENCING ON DECEMBER 1, 2002 AND SPENT WITHOUT LIMITATION OR CONDITION AS A VOTER APPROVED REVENUE CHANGE UNDER ARTICLE X, SECTION 20 OF THE COLORADO CONSTITUTION OR ANY OTHER REVENUE LIMITATION CONTAINED IN THE LAWS OF THE STATE? Lodging Tax Question November 2005 Special Election BALLOT ISSUE 2A SHALL TOWN OF SNOWMASS VILLAGE TAXES BE INCREASED $1,363,000 IN 2006 AND ANNUALLY THEREAFTER BY WHATEVER ADDITIONAL AMOUNTS ARE RAISED ANNUALLY FROM THE IMPOSITION OF A TAX UPON LODGING AT A RATE OF NOT TO EXCEED 2.4 AS SUCH RATE MAY BE ADJUSTED BY THE TOWN COUNCIL BY ORDINANCE FROM TIME TO TIME, THE LODGING TAX TO BE LEVIED ON THE PRICE PAID FOR THE RENTING OR LEASING OF LODGING FOR LESS THAN THIRTY CONSECUTIVE DAYS, THE PROCEEDS OF SUCH TAX TO BE USED FOR SALES AND MARKETING PROGRAMS TO ATTRACT GROUP RESERVATIONS FOR THE TOWN OF SNOWMASS VILLAGE AS A WHOLE; AND SHALL THE PROCEEDS OF SUCH TAX AND ANY INVESTMENT INCOME THEREON, BE COLLECTED AND SPENT AS A VOTER APPROVED REVENUE CHANGE AND AN EXCEPTION TO LIMITS WHICH WOULD OTHERWISE APPLY UNDER ARTICLE X, SECTION 20 OF THE COLORADO CONSTITUTION OR ANY OTHER LAW? 25 tc sm pkt 12 -07 -11 SNOWMASS VILLAGE, COLORADO REGULAR MUNICIPAL COORDINATED ELECTION 11 -05 -2002 MAYOR: (Vote for one) T. MICHAEL MANCHESTER TOWN COUNCIL: (Vote for two) BILL BOINEAU GEORGE HUGGINS DOUGLAS "MERC" MERCATORIS STAN KORNASIEWICZ JOHN WILKINSON THE FOLLOWING QUESTIONS SHALL BE SUBMITTED TO THE QUALIFIED ELECTORS: AMENDMENTS TO HOME RULE CHARTER: CHARTER AMENDMENT Shall Section 2.1 Colorado Municipal Election Laws Adopted be amended and restated by replacing the term "Campaign Reform Act" with "Fair Campaign Practices Act" the replacement law, as follows: Town elections shall be governed by the Colorado Municipal Election Laws and the Fair Campaign Practices Act as now existing or hereafter amended or modified except as otherwise provided by this Charter or by ordinance hereafter enacted. CHARTER AMENDMENT Shall Section 6.5 Removal of Town Manager be amended and restated by the elimination of all restriction of the Town Council to remove the Town Manager, as follows: The Council at a regular or special meeting, may remove the Town Manager from office upon the affirmative vote of three quarters (3/4) of the members of the Council present and voting. 26 tc sm pkt 12 -07 -11 CHARTER AMENDMENT Shall Section 9.1 Fiscal Yearbe amended and restated by designation of the Town fiscal year as the calendar year, as follows: The fiscal year of the Town will commence on January 1 st and terminate on December 31 st. Financial Question MARKETING TAX QUESTION SHALL TOWN OF SNOWMASS VILLAGE TAXES BE INCREASED BY $2,500,000.00, ESTIMATED FIRST FULL FISCAL YEAR COLLECTION, AND BY SUCH AMOUNTS THAT SHALL BE RECEIVED ANNUALLY THEREAFTER, BY ENACTMENT OF A 2.5% SALES TAX TO BE ASSESSED ON SALES AT RETAIL AS DEFINED IN CHAPTER 4, ARTICLE IV OF THE TOWN OF SNOWMASS VILLAGE MUNICIPAL CODE, AND UPON TERMS AND CONDITIONS ENACTED BY THE TOWN COUNCIL FROM TIME TO TIME, INCLUDING A REBATE OF $50 PER CALENDAR YEAR FOR FULL -TIME RESIDENTS; AND REVENUES FROM SUCH SALES TAX TO BE RESTRICTED FOR THE SOLE AND SEPARATE PURPOSES OF: 1. MARKETING, 2. CREATION, PROMOTION AND EXECUTION OF SPECIAL EVENTS, 3. PUBLIC RELATIONS, 4. ACTUAL AND NECESSARY EXPENSES THEREAFTER OF THE SNOWMASS VILLAGE MARKETING AND SPECIAL EVENTS BOARD, FOR DEVELOPMENT OF TOURISM FOR THE BENEFIT OF SNOWMASS VILLAGE AS A WHOLE, SUBJECT TO A LIMITATION ON CAPITAL EXPENDITURE TO A MAXIMUM OF 10% OF SUCH SALES TAX REVENUE ANNUALLY; AND SUCH SALES TAX REVENUES TO BE COLLECTED COMMENCING ON DECEMBER 1, 2002 AND SPENT WITHOUT LIMITATION OR CONDITION AS A VOTER APPROVED REVENUE CHANGE UNDER ARTICLE X, SECTION 20 OF THE COLORADO CONSTITUTION OR ANY OTHER REVENUE LIMITATION CONTAINED IN THE LAWS OF THE STATE? PAshared \clerk \elect \question 11 -02 27 tcsm pkt 12 -07 -11 SNOWMASS VILLAGE TOWN COUNCIL SPECIAL JOINT MEETING MINUTES AUGUST 8, 2005 Mayor Douglas Mercatoris called to order the Regular Meeting of the Snowmass Village Town Council on Monday, August 8, 2005 at 8:30 a.m. Item No. 1: ROLL CALL COUNCIL PRESENT: Mayor Douglas Mercatoris, Bill Boineau, Arnold Mordkin, Sally Sparhawk, and John Wilkinson COUNCIL ABSENT: All Council Members were present MARKETING SPECIAL Robert Purvis, Reed Lewis, Peter EVENTS BOARD: Moore, Mary Harris, and Brett Huske MARKETING SPECIAL EVENTS BOARD ABSENT: Kyle Sharpe was absent STAFF PRESENT: Mike Segrest, Town Manager; Beth Albert, Communications Manager; Brandi Lindt, Assistant Finance Director; Jason Haber, Economic Resource Director; Susan Hamley, Marketing Director; Kathleen Milbrath, Public Relations Officer; and Donna J. Garcia Spaulding, Deputy Town Clerk PUBLIC PRESENT: John Corcoran, Madeleine Osberger, Tapio Niskanen, Mike George, John Quigley, Peggy Burke, Derek Johnson, Sue Twigg, Dave Spence,Maureen Kerr, Mel Blumenthal, Don Schuster, Robert Sinko, Hiram Champlin, and other Members of the public interested in Agenda items for this Meeting Item No. 2: GROUP SALES DISCUSSION WITH THE MARKETING AND SPECIAL EVENTS BOARD Mayor Mercatoris welcomed Snowmass Village Resort Association (SVRA) President Hiram Champlin to the meeting, who listened in over the telephone during today's discussions. 28 tc sm pkt 12 -07 -11 08- 08 -05tc Page 2 of 4 Mayor Mercatoris explained the purpose of today's meeting and stated that over the past two years the Town and the Snowmass Village Resort Association (SVRA) have held discussions relating to the long -term future of Group Marketing, especially in light of the downscaling of SVRA and the future expansion of lodging outside the SVRA boundary. He stated that the purpose of this report is to put forth a specific proposal for moving lodging properties into the Group Marketing program and that this proposal includes an initial concept of such a program, an organizational plan and a financing plan. Town Manager Mike Segrest reported that the new group marketing program would be financed with a 2.4% lodging tax specifically limited in its use to group marketing (further definition of uses would be spelled out in the ballot language). Segrest stated that this is the same amount currently collected by SVRA to support group marketing but the expanded base of properties town -wide would increase the total funding available by approximately $287,000 per year initially. He further stated that the revenue would increase in the future when the new Base Village properties come on line and would allow either a reduction in the tax rate or expanded efforts for group marketing. Council Member Mordkin explained the process of choosing two more representatives from the lodging /Base Village community and a representative from the "other" community. Mordkin explained that Council would choose the two representatives. Marketing Special Events Board Member (MSEB) Peter Moore provided those in attendance with a brief overview of the governance issue including having a 5 -Board Membership and also having a second advisory Board. Moore stated concerns with the idea of limiting the choice with just a lodging representative rather than seeking people with marketing skills from the community itself. He further stated that another issue is the perception that this new group is suddenly overloaded to the point that is seems to be a lodging board by perception. Mayor Mercatoris stated that the possibility of having a separate board has been discussed and according to the Town Manager it would be advantageous to keep group sales within the existing MSEB with Town Council maintaining a fiduciary responsibility over expenditures. MSEB Member Bob Purvis clarified the two main issues for today's discussion including: 1. Having group sales activity a part of the existing MSEB and 2. the notion of expanding into a separate board. He stated that the MSEB consensus is to choose one representative from the upper village and another from the Base Village community moving in the 29 tcsm pkt 12 -07 -11 08- 08 -05tc Page 3 of 4 direction of 2 lodging seats assigned and the second with another at -large leaving us with 3 at- large. MSEB Member Marry Harris stated her concern with having one board consisting of a few lodging people. She stated preference for a 7- member board with 3 lodging representatives. MSEB Member Reed Lewis also stated his concern with the notion of one board. Representative of First Choice Properties Maureen Kerr; Mayor Mercatoris; Silvertree Representative John Quigley; and Aspen Skiing Company Don Schuster further discussed folding the group sales effort into the already MSEB, dissolution of SVRA, having this newly formulated board contain 5 members from the lodging and restaurant community, 1 member from the retail community and two members appointed at- large. Kerr, Schuster and Quigley stated their approval of one board handling group sales. Quigley stated that the MSEB does a great job and suggested that more information and events be placed on a collective calendar by the MSEB as a means to sell more effectively. After further discussion, Mayor Mercatoris called that question for approval of folding a group sales effort into the existing MSEB funded by a ballot question of 2.4% lodging tax, seconded by Council Member Mordkin. The vote was approved by 4 in favor and 1 opposed. Council Member Wilkinson opposed. Town Manager Mike Segrest stated that Town Council would appoint the members from applications submitted by candidates who currently work in the Village in a group- marketing role. Segrest further stated that a sub- committee of the MSEB would be formed to advise the MSEB on the formulation of the annual budget for group marketing and that this sub- committee would also be responsible for a quarterly review of the group marketing program and reporting to the MSEB on any recommended changes, with the structure further defined in an ordinance amending the structure and responsibilities of the MSEB. Representative of The Crestwood Robert Sinko stated that regionalization of board members is a bad idea that will wash out in the end; property management companies representation is a gray area for him, adding two members from the lodging community is a good idea. Sinko requested representation from the retail community on this board. After further discussion, Mayor Mercatoris called the question for approval of a seven member board appointed by Town Council. The vote was approved by 5 in favor and 0 opposed. 30 tcsm pkt 12 -07 -11 08- 08 -05tc Page 4 of 4 Item No. 3: ADJOURNMENT There being no further discussion, Council Member Mordkin made a motion to adjourn the Special Joint Town Council and MSEB Meeting, seconded by Council Member Boineau. The vote was approved by 5 in favor and 0 opposed. The Meeting adjourned at 9:45 a.m. This set of Meeting Minutes was approved by Town Council during a Regular Meeting held on September 9, 2005. Respectfully Submitted By: Donna J_ G auld �sputy Town CA-1k 31 tcsm pkt 12 -07 -11 r` TOWN OF SNOWMASS VILLAGE TOWN COUNCIL RESOLUTION NO. 35 SERIES OF 2005 A RESOLUTION CALLING A SPECIAL ELECTION AND SUBMITTING A LODGING TAX BALLOT ISSUE QUESTION TO THE ELECTORATE. WHEREAS, the Town of Snowmass Village, is a municipal corporation duly organized and existing as a home -rule municipality pursuant to Article XX of the State Constitution and laws of Colorado; and WHEREAS, Article X, Section 20 of the Colorado Constitution, hereinafter referred to as "TABOR requires the Town to submit certain questions to the electorate in the manner prescribed therein; and WHEREAS, November 1, 2005, is one of the election dates at which ballot issues may be submitted to the eligible electors of the Town pursuant to TABOR; and WHEREAS, pursuant to Section 2.1 of the Town Charter, the Council may call a special election by resolution or ordinance at least 30 days in advance of the election; and WHEREAS, pursuant to Section 2.1 of the Town Charter, all elections of the Town are governed by the Colorado Municipal Election Code unless otherwise provided by ordinance; and WHEREAS, Section 31 -10 -102.7 Colorado Revised Statutes, contained within the Municipal Election Code, permits any municipality to elect by resolution to utilize the requirements and procedures of the Uniform Election Code which will thereby permit the Town to participate in the coordinated election being conducted by Pitkin County (the "County on November 1, 2005; and WHEREAS, the Council now determines it is necessary to submit to the electors of the Town, at the special municipal election which will be held as a coordinated election on November 1, 2005 a ballot issue question; and WHEREAS, it is necessary to set forth certain procedures concerning the conduct of the election; and WHEREAS, the Town Council finds thatthe adoption of this Resolution is necessaryforthe immediate preservation of the public health, safety and welfare. NOW, THEREFORE, BE IT RESOLVED by the Town Council of the Town of Snowmass Village, Colorado, as follows: 1. Ballot Question. Pursuant to the Town Charter, the Colorado Municipal Election Code of 1965 and the Uniform Election Code, and all laws amendatory thereof and supplemental thereto, a special municipal election shall be held on November 1, 2005, and there shall be submitted to the eligible electors of the Town the question set forth as follows: 32 tc sm pkt 12 -07 -11 i Reso 05 -35 Page 2of3 SHALL TOWN OF SNOWMASS VILLAGE TAXES BE INCREASED $1,363,000 IN 2006 AND ANNUALLY THEREAFTER BY WHATEVER ADDITIONAL AMOUNTS ARE RAISED ANNUALLY FROM THE IMPOSITION OF A TAX UPON LODGING AT A RATE OF NOTTO EXCEED 2.4 AS SUCH RATE MAY BE ADJUSTED BY THE TOWN COUNCIL BY ORDINANCE FROM TIME TO TIME, THE LODGING TAX TO BE LEVIED ON THE PRICE PAID FOR THE RENTING OR LEASING OF LODGING FOR LESS THAN THIRTY CONSECUTIVE DAYS, THE PROCEEDS OF SUCH TAX TO BE USED FOR SALES AND MARKETING PROGRAMS TO ATTRACT GROUP RESERVATIONS FOR THE TOWN OF SNOWMASS VILLAGE AS A WHOLE; AND SHALL THE PROCEEDS OF SUCH TAX AND ANY INVESTMENT INCOME THEREON, BE COLLECTED AND SPENT AS A VOTER APPROVED REVENUE CHANGE AND AN EXCEPTION TO LIMITS WHICH WOULD OTHERWISE APPLY UNDER ARTICLE X, SECTION 20 OF THE COLORADO CONSTITUTION OR ANY OTHER LAW? 2. Conduct of the Election The Council hereby provides that the Town shall utilize the requirements and procedures of the Uniform Election Code of 1992, Articles 1 to 13 of Title 1 of Colorado Revised Statutes as authorized pursuant to the Municipal Election Code with respect to the special election. 3. Designated Election Official The Town Clerk is hereby appointed as the designated election official of the Town for the purposes of performing acts required or permitted by law in connection with the election. Pursuant to Section 1 -1- 111(2) Colorado Revised Statutes, all powers and authority granted to the Council may be exercised by the designated election official, including, but not limited to the power to appoint election judges. 4. Direction to Certify the Ballot Issue The Council hereby authorizes and directs the designated election official to certify to the County Clerk of the County, on or before September 2, 2005, the question in the form set forth in Section 1 hereof. 5. Direction to enter into Intergovernmental Agreements The officers of the Town are authorized to enter into one or more intergovernmental agreements with the County Clerk of the County pursuant to Section 1 -7 -116 of Colorado Revised Statutes contained in the Uniform Election Code. Any such intergovernmental agreements heretofore entered into in connection with the election are hereby ratified and approved. 6. Authority Upon Approval If a majority of the votes cast on the question to authorize the lodging tax approve its imposition, the Town acting through the Council shall be authorized to proceed with the necessary action to impose the lodging tax effective January 1, 2006 in accordance with such question. The authority to impose the lodging tax, if conferred by the results of the election, shall be deemed and considered a continuing authority to impose such tax. 33 tc sm pkt 12 -07 -11 Reso 05 -35 Page 3 of 3 7. Ratification of Prior Action All actions heretofore taken (not inconsistent with the provisions of this resolution) by the Town and its officers directed toward the election and the objects and purposes herein stated are hereby ratified, approved and confirmed. 8. Direction to Town Staff The officers and employees of the Town are hereby authorized and directed to take all action necessary or appropriate to effectuate the provisions of this Resolution. 9. Severability If any provision of this Resolution or application hereof to any person or circumstance is held invalid, the invalidity shall not affect any other provision or application of this Resolution which can be given effect without the invalid provision or application, and, to this end, the provisions of this Resolution are severable. 10. Inconsistency All acts, orders and resolutions, and parts thereof, inconsistent with this Resolution be, and the same hereby are, repealed to the extent only of such inconsistency. This repealer shall not be construed to revive any act, order or Resolution, or part thereof, heretofore repealed. READ, APPROVED AND ADOPTED as amended by the Town Council of the Town of Snowmass Village, Colorado on August 15, 2005, upon the motion of Council Member Mordkin, the second of Council Member Mercatoris and upon a vote of 4 in favor and 0 opposed. Council Member Boineau was absent. TOWN N MAS VILLAG Douglas Me catoris, MAYOR Attest: Rhonda B. Coxon, TOWN CLERK A OVED AS TO F RM: Jo n C. Dresser, Jr., TO N ATTORNEY 34 tc sm pkt 12 -07 -11 i SNOWMASS VILLAGE TOWN COUNCIL RESOLUTION NO. 39 SERIES OF 2005 A RESOLUTION ENCOURAGING A "YES" VOTE ON THE NOVEMBER 1, 2005 SPECIAL ELECTION PERTAINING TO THE LODGING TAX, TOWN HALL, AND TOWN RECREATION CENTER BALLOT ISSUES. WHEREAS, a "YES" vote on the Lodging tax will ensure that Group Sales continue to be the mainstay of summer business in the village and the new tax will replace the same rate now charged to guests in Snowmass Village Resort Association properties and will ensure equal contribution to the Group Sales efforts for other lodging properties and the new Base Village lodges; and WHEREAS, due to the expanded tax base, this new tax will allow an increase in Group Sales efforts; provide a cohesive, coordinated effort at promoting the Village as a whole to groups; and will be considered a new Town department under the direction of the Marketing and Special Events Department; and WHEREAS, Group Sales benefits all sectors of businesses in the community lodging, retail, food and beverage and real estate; and WHEREAS, a "YES" vote on the Town Hall Bond issue is consistent with the Ad Hoc Advisory Committee recommendation and will acquire permanent offices and the Town Council Chambers will be available to serve the community and save taxpayers dollars by purchasing versus paying a monthly lease; and WHEREAS, the proposed bond issue will have no increase to the annual mill levy, the financing is structured to pay the bond back by simply extending the term of existing bonds; and WHEREAS, a "YES" vote on the Recreation bond issues will allow Snowmass Village to build a Recreation facility that will meet the needs of all residents and provide a gathering place for the community and ensure the pool and phase I of the fitness center project is adequately funded to provide a quality recreational experience; and WHEREAS, the new bond issue will provide enhancements to the current project such as additional fitness equipment, pool amenities, energy conservation elements, improved finishes for both aesthetics and durability to reduce maintenance costs and a multi purpose gymnasium for basket ball, volleyball, fitness classes and other activities. 35 tc sm pkt 12 -07 -11 r r 05 -39 Page 2 of 2 NOW THEREFORE BE IT RESOLVED, that the Town Council of the Town of Snowmass Village, Colorado, strongly recommends a "YES" vote on all three ballot issues for the November 1, 2005 Coordinated Election and encourages all registered electors to vote. INTRODUCED READ AND APPROVED, by the Town Council of the Town of Snowmass Village, Colorado on the 10th day of October 2005 with a motion made by Council Member Mordkin, seconded by Council Member Sparhawk and by a vote of 5 in favor an 0 opposed. TO TN OF S Doug as ercatoris Mayor ATT T: Rhonda B. Coxon, Town Clerk APPROVED AS TO FO4y A1, C John C. Dresser, JR., T 36 tcsm pkt 12 -07 -11 Attachment Town Municipal Code and By Laws for Marketing Bar 37 tcsm pkt 12 -07 -11 Administration Personnel Nondiscrimination §2 -291 ARTICLE XIII ARTICLE XIV Nondiscrimination in Employment Marketing, Group Sales and and services Special Events Board Sec. 2 -291. Statement of policy. Sec. 2 -311. Establishment. It is the express policy of the Town to com- A permanent Marketing, Group Sales and ply with the provisions of applicable law by all Special Events Board, specifically designated as officials and employees. (Ord. 10 -1997 §2) advisory, is hereby created for the purposes of: Sec. 2 -292. Compliance coordinator. (1) Marketing; The Town Manager shall be the coordinator (2) Creation, promotion and execution of for compliance with the provisions of all appli- special events; cable law. For purposes of the Americans with Disabilities Act, the Town Manager shall be the (3) Public relations; and ADA Coordinator. (Ord. 10 -1997 §2) (4) Sales and marketing programs to Sec. 2 -293. Appeal procedure. attract group reservations; Any person who feels aggrieved due to pur- for development of tourism for the benefit of the ported noncompliance of the provisions of the Town as a whole. The members of the Board law by the Town shall inform the Town Man- shall collectively possess relevant skills and ager in writing and request correction of the knowledge in the areas of marketing, group purported noncompliance. The Town Manager sales, special events, public relations, shall investigate the purported noncompliance interpersonal relations, management and team and take such actions as are necessary and building. The Board shall carry out its powers proper to alleviate any actual noncompliance. and duties with the express mandate that its Such investigation shall be completed expedi- decisions be made for the benefit of the Town as tiously within thirty (30) days; provided, how- a whole. (Ord. 11 -2002 §1, Ord. 18 -2005 §1) ever, that under circumstances where the Town Manager determines that an extended period of Sec. 2 -312. Qualifications. investigation is required, such investigation shall be completed in a period not greater than six (6) All members of the Marketing, Group Sales months from the receipt by the Town Manager and Special Events Board shall be Town resi- of the instance of purported noncompliance. dents or employed in the Town. No member of The provisions of this Section shall not apply to the Town Council shall serve on the Board. The employment related matters between the Town Town Council may only remove members of the and an employee. (Ord. 10 -1997 §2) Board, as follows: Sees. 2-294-2-310. Reserved. (1) For misfeasance, nonfeasance or malfeasance of office by approval of a majority of the members of the Town Council; or 2 -24 Supp. 14 38 tcsm pkt 12 -07 -11 Administration Personnel Marketing, Group Sales Special Events Board §2 -312 (2) For any reason, by approval of at Sec. 2 -314. Advisory Committee. least three quarters of the members of the Town Council. (Ord. 11 -2002 §1; Ord. 18- The Marketing, Group Sales and Special 2005 §2) Events Board shall create and appoint two (2) Advisory Committees to assist the Board in the Sec. 2 -313. Composition. exercise of its duties. Committee members shall be employed within the constituency group they The Marketing, Group Sales and Special represent. One (1) Advisory Committee shall be Events Board shall consist of seven (7) members made up substantially of members of the lodging and one (l) ex officio member. The members of constituency group that support the success of the Board, subject to the provisions of Section 2- the Marketing, Group Sales and Special Events 316 of this Code, shall be the following: Board and shall advise the Marketing, Group Sales and Special Events Board on group sales (1) One (1) nominee of the Snowmass budgets, programming and operations. The Village lodging industry nominated from the other Advisory Committee is intended to be lodging businesses that were members of the composed of members from related industries Snowmass Village Resort Association by that support the success of the Marketing, Group virtue of a covenant or other restriction on Sales and Special Events Board, including the real property upon which the business representation of specific industries such as the was operated; transportation industry, and entities such as the Aspen Chamber Resort Association, the Aspen (2) One (1) nominee of the Snowmass Skiing Company, the Snowmass Lodging Village lodging industry nominated from the Association, the Snowmass Resort Association, lodging businesses in Snowmass Village; Stay Aspen Snowmass, nonprofit cultural organizations and the like. Members of the (3) One (1) nominee of the Snowmass Committee shall serve at the pleasure of the Village lodging industry nominated from the Board. (Ord. 11 -2002 §1; Ord. 18 -2005 §4) lodging businesses in Base Village; (4) One (1) nominee of the Snowmass Sec. 2 -315. Initial appointment and initial terms of office. Village retail industry; The Marketing, Group Sales and Special (5) One (1) nominee of the Snowmass Events Board shall be appointed by the Town Village food and beverage industry; and Council to serve overlapping terms of three (3) years, which shall expire at the first regular (6) Two (2) members at- large; and meeting of the Town Council annually. The initial term of the additional member of the (7) One (1) ex- officio member of the Board appointed pursuant to Paragraph 2- 313(c), Board to be appointed by the Town Council above shall be two (2) years and the initial term to represent the ongoing development of the additional member of the Board appointed business in the Town. Said ex- officio pursuant to Paragraph 2- 313(c), above shall be member of the Marketing, Group Sales and one (1) year. (Ord. 11 -2002 §1; Ord. 18 -2005 Special Events Board shall be a nonvoting §5) member but shall enjoy all other rights of Board membership, including the right to be Sec. 2 -316. Terms of office and present during executive sessions of the appointment. Board. (Ord. 11 -2002 §1; Ord. 18 -2005 §3; Ord. 6 -2007 §1) (a) Following the completion of the initial terms of office, each succeeding term shall be for three (3) years. 2 -25 Supp. 14 39 tcsm pkt 12 -07 -11 Administration Personnel Marketing, Group Sales &c Special Events Board §2.316 (b) A nomination for membership to the nominee of an industry or a member of the Marketing, Group Sales and Special Events Board. (Ord. 11 -2002 §1; Ord. 18 -2005 §6) Board shall be made to the Town Council by the Snowmass Village retail, food and beverage, and Sec. 2 -317. Attendance at meetings. lodging industries. An industry nominee need not be a member of that industry. One (1) Each member of the Marketing and Special nomination is to be presented to the Town Events Board shall regularly and promptly Council by each industry, or in the case of the attend all scheduled meetings to the extent prac- lodging industry as per the requirements of ticable. In the event any member of the Board is Section 2 -313 of this Code; provided, however, consistently late for commencement of a sched- that in the event an industry, or the lodging uled meeting, or absent from two (2) consecu- industry as per the requirements of Section 2- tive regularly scheduled meetings without the 313 of this Code, cannot agree on a nominee, prior approval of a majority of all the other multiple nominees may be nominated. In members of the Board, such action shall be con determining the nominee for an industry, only a sidered misfeasance of office and shall consti- business that is licensed pursuant to Section 4 -2 tute grounds for removal. (Ord. 11 -2002 1) of this Code may vote, one (1) vote per business. Sec. 2-318. Vacancies. (c) The Town Council must appoint the nominee of an industry identified in Subsections In the event that a vacancy occurs on the 2- 313(1), (4) and (5) to the Board, if the Marketing and Special Events Board, the Town nominee is qualified and if only one (1) person Council shall appoint a new member to serve the is nominated by the industry. If more than one remaining term. Such appointment shall be (1) person is nominated to the Board by an accomplished in a manner specified in Section industry identified in Subsections 2- 313(1), (4) 2 -305. (Ord. 11-2002 §1) and (5), the Town Council must appoint one (1) of the industry nominees. In the event an Sec. 2 -319. Organizational meetings; industry fails to designate a nominee, then the bylaws. Town Council shall choose the member of the Board for the industry. The Town Council may The members of the Marketing and Special refuse to appoint a nominee to the Board of an Events Board shall elect annually, from its industry identified in Subsections 2- 313(1), (4) membership, officers whose terms of office shall and (5), only if at least three quarters of the be for one (1) year with eligibility for re- members of the Town Council, present and election. The Board shall adopt bylaws for its voting, do not approve the nominee; in which organization and for the transaction of its busi- event, the Town Council may choose and ness not inconsistent with the provisions of this appoint the member of the Board for that Article. All meetings of the Board shall be open industry. to the public and the Board shall keep a public record of its proceedings. Board meetings shall (d) The members of the Board nominated be held at a minimum of quarterly. (Ord. 11- pursuant to Subsections 2- 313(2), (3) and (6) 2002 1) shall be chosen and appointed by the Town Council. Sec. 2.320. Powers and duties. (e) A business may only have one (1) In addition to carrying out its purpose, the employee, officer, owner or holder of any Marketing and Special Events Board shall have indices of ownership in the business be a the following powers and duties: 2 -26 Supp. 14 40 tcsm pkt 12 -07 -11 Administration Personnel Marketing, Group Sales Special Events Board §2 -320 (1) develop programs and policies to Council and generally to provide a mechanism accomplish its purposes; and of communication and education between own- ers of residential real property in the Town who (2) authorize the Town Manager to enter reside part time in the Town and the Town into contracts or agreements to carry out its Council. (Ord. 09 -2005 1; Ord. 12 -2008 1) purposes, including administrative support; and Sec. 2-337. Qualifications. (3) direct the expenditure of funds for All members of the Part-Time Residents marketing, including print, electronic media Advisory Board must: as well as mail and direct mail solicitation; for public relations; and administrative (1) Be nonresident fee simple owners of expenses; and residential real property situate in the Town or the designated representative of an entity (4) create, promote and execute special that is a fee simple owner of real property events; and situate, in the Town; (5) prepare an annual budget for (2) Not declare the Town their primary approval of the Town Council; and residence; (6) coordinate with the Town Manager to (3) Not be eligible to vote in the Town; insure monies are spent consistently with the and approved budget for the Board; and (4) Not be in residence in the Town for (7) annually provide Town Council with more than six (6) months in any calendar a business plan that includes relevant per- year. (Ord. 09 -2005 §1; Ord. 12 -2008 §1) formance standards; and See. 2-338. Composition. (8) make quarterly reports to Town Council showing performance of the The Part-Time Residents Advisory Board approved business plan. Prior to making a shall consist of seven (7) members composed of: report to Council, the Marketing and Special Events Board and Town Council will mutu- (1) Three (3) owners of condominiums/ ally agree to a report format. (Ord. 11 -2002 townhomes/multi family dwellings; §1) (2) Two (2) owners of single family Secs. 2-321 -2 -335. Reserved. homes; and (3) Two (2) at -large owners. ARTICLE XV Members may not be from the same complex Part -Time Residents Advisory Board association; this applies to all of the above cate- Sec. 2-336. Establishment. gories. (Ord. 09 -2005 §1; Ord. 12 -2008 §1) An advisory Part-Time Residents Advisory Board is hereby created by the Town Council to carry out such duties as directed by the Town 9 -2.7 Supp. 15 41 tc sm pkt 12 -07 -11 c pp V ARTICLE 1 NAME, PURPOSE Section 1: The name of the organization is the Snowmass Village Marketing and Special Events Board. Section 2: The Snowmass Village Marketing and Special Events Board was created for the purposes of: marketing; creation, promotion and execution of special events; and public relations. In addition the Board was set up for the development of tourism for the benefit of Snowmass Village, as a whole. The members of the Board shall collectively possess relevant skills and knowledge in the areas of marketing, special events, public relations, interpersonal relations, management and team building. The Board shall carry out its powers and duties with the express mandate that its decisions be made for the benefit of Snowmass Village as a whole. ARTICLE II MEETINGS OF BOARD Section 1: Annual Meeting. The date and time of an annual Town meeting with the Snowmass Village Town Council shall be set by the Board and the Snowmass Village Town Council. Section 2: Meetings. The Board shall meet at least monthly, at an agreed upon time and place. Each member of the Marketing and Special Events Board shall regularly and promptly attend all scheduled meetings to the extent practicable. All meetings of the Board shall be open to the public except qualified executive sessions and the Board shall keep a public record of its proceedings. Section 3: Notice for Regular Meetings. Notice of each meeting shall be given to each voting member, by mail, not less than 48 hours (2 days) before the meeting. Notice shall also be giving to the community through the Town offices, as mandated through all applicable local and state statutes. Section 4: Special Meetings. Special meetings may be called by the Chairperson, or a simple majority of the Board. Special meetings shall be called upon the request of the Chair or one -third of the Board. Notices of special meetings shall be sent out by the Town Clerk to each Board member postmarked 24 hours in advance, or the minimum time necessary as stated in the Town of Snowmass Village's Municipal Code. ARTICLE III BOARD Section 1: Board Role. The Board receives no compensation other than reasonable expenses. The Board is responsible for overall policy and direction of the Board, and delegates responsibility for day -to -day operations to the Board's Marketing Director and committees. Further the Board shall authorize the expenditure of any and all money specific to the ballot language, as stated here: SHALL TOWN OF SNOWMASS VILLAGE TAXES BE INCREASED BY $2,500,000.00, ESTIMATED FIRST FULL FISCAL YEAR COLLECTION, AND BY SUCH AMOUNTS THAT SHALL BE RECEIVED ANNUALLY THEREAFTER, BY ENACTMENT OF A 2.5% SALES TAX TO BE ASSESSED ON SALES AT RETAIL AS DEFINED IN CHAPTER 4, ARTICLE IV OF THE TOWN OF SNOWMASS VILLAGE MUNICIPAL CODE, AND UPON TERMS AND CONDITIONS ENACTED BY THE TOWN COUNCIL FROM 42 tc sm pkt 12 -07 -11 TIME TO TIME, INCLUDING A REBATE OF $50 PER CALENDAR YEAR FOR FULL -TIME RESIDENTS; AND REVENUES FROM SUCH SALES TAX TO BE RESTRICTED FOR THE SOLE AND SEPARATE PURPOSES OF: 1. MARKETING, 2. CREATION, PROMOTION AND EXECUTION OF SPECIAL EVENTS, 3. PUBLIC RELATIONS, 4. ACTUAL AND NECESSARY EXPENSES THEREAFTER OF THE SNOWMASS VILLAGE MARKETING AND SPECIAL EVENTS BOARD, FOR DEVELOPMENT OF TOURISM FOR THE BENEFIT OF SNOWMASS VILLAGE AS A WHOLE, SUBJECT TO A LIMITATION ON CAPITAL EXPENDITURE TO A MAXIMUM OF 10% OF SUCH SALES TAX REVENUE ANNUALLY; AND SUCH SALES TAX REVENUES TO BE COLLECTED COMMENCING ON DECEMBER 1, 2002 AND SPENT WITHOUT LIMITATION OR CONDITION AS A VOTER APPROVED REVENUE CHANGE UNDER ARTICLE X, SECTION 20 OF THE COLORADO CONSTITUTION OR ANY OTHER REVENUE LIMITATION CONTAINED IN THE LAWS OF THE STATE? Section 2: Additional Powers and Duties: In addition to carrying out its purpose, the Marketing and Special Events Board shall have the following powers and duties: develop programs and policies to accomplish its purposes; authorize the Town Manager to enter into contracts or agreements to carry out its purposes, including administrative support; direct the expenditure of funds for marketing, including print, electronic media as well as mail and direct mail solicitation; for public relations; and administrative expenses; create, promote and execute special events; prepare an annual budget for approval of the Town Council; and coordinate with the Town Manager to insure monies are spent consistently with the approved budget for the Board; annually provide Town Council with a business plan that includes relevant performance standards; and make quarterly reports to Town Council showing performance of the approved business plan. Prior to making a report to Council, the Marketing and Special Events Board and Town Council will mutually agree to a report format. Section 3: Composition. The Marketing and Special Events Board shall consist of five (5) members. The members of the Board, subject to the provisions of Section 2- 305(c) of the Marketing and Special Events Ordinance 11, Series 2002, shall be the following: a nominee of the Snowmass Village lodging industry, a nominee of the Snowmass Village retail industry, a nominee of the Snowmass Village food and beverage industry and two (2) members at- large. Section 4: Terms of Office and Appointment. Following the completion of the initial terms of office, each succeeding term shall be for three (3) years beginning in January. A nomination for membership to the Marketing and Special Events Board shall be made to the Town Council by the Snowmass Village retail, food and beverage, and lodging industries. An industry nominee need not be a member of that industry. One (1) nomination is to be presented to the Town Council by each industry; provided, however, that in the event an industry cannot agree on a nominee, multiple nominees may be nominated. In determining the nominee for an industry, only a business that is licensed pursuant to Section 4 -2 of this Code may vote, one (1) vote per business. The Town Council must appoint the nominee of an industry to the Board, if the nominee is qualified and if only one (1) person is nominated by the industry unless the nominee is rejected by a 3/0 majority. If more than one (1) person is nominated by an industry, the Town Council must appoint one (1) of the industry nominees. In the event an industry fails to designate a nominee, then Town Council shall choose the member of the Board for the industry. The Town Council may refuse to appoint a nominee of an industry, only if at least three quarters (3/4) of the members of the Town Council present and voting do not approve the nominee; in which event, the Town Council may choose and appoint the member of the Board for that industry. 43 tc sm pkt 12 -07 -11 All members at -large shall be chosen by the Town Council. A business may only have one employee, officer, owner or holder of an incidence of ownership in the business be a nominee of an industry or a member of the Board. Section 5: Board Elections. The members of the Marketing and Special Events Board shall elect annually, from its membership, officers whose terms of office shall be for one (1) year with eligibility for re- election. Section 6: Quorum. A quorum requires at least 3 of the 5 Board members before business can be transacted or motions made or passed. Section 7: Officers and Duties. There shall be two officers of the Board consisting of a Chair and a Vice Chair. The officers shall be elected by the Board at its January meeting following the seating of the new members. Their duties are as follows: The Chair shall convene regularly scheduled Board meetings, shall preside or arrange for other members of the executive committee to preside at each meeting in the following order: Vice Chair. The Vice -Chair will chair committees on special subjects as designated by the Board. Section 8: Vacancies. In the event that a vacancy occurs on the Marketing and Special Events Board, the Town Council shall appoint a new member to serve the remaining term. Such appointment shall be accomplished in a manner specified in Section 2 -305 of Ordinance 11, Series 2002. Section 9: Resignation, Termination and Absences. Resignation from the Board must be in writing and received by the Town Clerk. In the event any member of the Board is consistently late for commencement of a scheduled meeting, or absent from two (2) consecutive regularly scheduled meetings without the prior approval of a majority of all the other members of the Board, such action shall be considered misfeasance of office and shall constitute grounds for removal. The Town Council may only remove members of the Board, as follows: misfeasance or malfeasance of office by approval of a majority of the members of the Town Council; or for any reason, by approval of at least three quarters (3/4) of the members of the Town Council. ARTICLE IV COMMITTEES Section 1: The Board may create committees as needed, such as public relations, education, trustee education and data collection. The Board Chair appoints all committee chairs. Committee chairs must be members of the Board. ARTICLE V DIRECTOR AND STAFF Section 1: Marketing Director. The Marketing Director is hired by the Town Manager with input from the Board. The Marketing Director has day -to -day responsibility for managing the activities and programs authorized by the Board, including carrying out the Board policy. 44 tcsm pkt 12 -07 -11 The Marketing Director will attend all Board meetings unless excused by the Chair, report on the progress of assignments, answer questions of Board members and carry out the duties described in the job description. The Board can designate other duties as necessary. ARTICLE VI AMENDMENTS Section 1: These Bylaws may be amended when necessary by at Ieast 3 out of 5 of the Board members. Proposed amendments must be submitted to the Chair or as sh/e shall delegate to the Marketing Director to be sent out with regular Board announcements. 45 tc sm pkt 12 -07 -11 ATTACHMENT D MOUNTIAN RESORT COMPARISONS FOR MARKETING., SPECIAL EVENTS, AND GROUP SALES 46 tcsm pkt 12 -07 -11 Attachment Town Governance Funding sources Budget Aspen, CO Aspen Chamber 1.5% accommodations tax 1.482 mil Breckenridge Resort Chamber, 2.250 000 122K awarded to Breckenridge, CO Sales Tx collected 3) 56% of 1)Business lic fees, 2) 2.8% of Council formed the Breckenridge nonprofits niche marketing entities Mkting Advisory Commt. To advise ie- film fest, music fest,backstage Chamer and council lodging tax theatre Crested Butte, CO Gunnison Crested Butte Tourism 4% LM tax $900,000 Association Estes Park, CO Estes Park Chamber of Commerce 2% Lodging Tax colleted by LM 1.25 mil In House -dept of 4 do not contrib to .125% Lodging tax split btwn 4 Frisco, CO Summit Chamber depts, and general fund 1 mil Grand Lake, CO Grand Lake Chamber Town of Grand Lake and $55,000 Chamber Advertisers Jackson Hole Chamber of Commerce Jackson Hole, Wy Board external of Town and CNTY Town CNTY 2% loding tax 2.1 million created to oversee disbursements of those funds Mt Crested Butte Chamber of 4% admin tax( most from tkt Mt. Crested Butte, CO Commerce sales) 25% goes to $352,000 transportation $75,00 from Town remainder Park City, Ut Park City Chamber Bureau from Cnty levied hotel occupancy Tax Silverthorne, CO Part of Summit County Chamber $15K from Lodging Tx, $78K $93,000 from General fund Town Marketing Group Sales Snowmass Village,CO 2.4% Lodging Tax 3.2 mil Dept. $675,000 from Town for Steamboat Springs, CO Chamber Resort Association summer marketing and events, $675,000 non ski season marketing winter is funded by LIVID Private non profit incorporated Telluride /Mt Village, CO Town and Lodging tax 1.3 mil toursim board Town of Vail, CO Staff of two in house Econimic Dev $2 mil from LIVID, and $300 K 4 mil and Special Events Bus Lic and 1.7 mil general fund Winter Park, CO Winter Park /Fraiser County 1/2% Sales tx managed by $910,000 Chamber Chamber 47 tcsm pkt 12 -07 -11 ATTACHMENT E SALES TAX COMPARISON WIT T E MOUNTAIN ES TS 48 tc sm pkt 12 -07 -11 0 a c-; u cw c _O E c O p 2� N O 4 1 O O v U LO L O m N 0 N O En N O o qp p x n 4- N 4- O c L 12 c G O c0 LB LA J N x v x x F- 4 F� Ln 4� O O O �O a O O N 4� O i C C O O O -O -0 O 4� u c t�6 O J C C c OR 0 at OR 0\ o 0 i it it S o\ 0 0 OR o 0 0 0 0 0 0 0 0 0 0 00 Ln o 00 00 o 00 O Ol O O CA d' At O at N F, 01 n /!rt N c-I K1 u l O R N A N O "Q 61 O Ol L V rq rK cl N 01 ry O c A c-1 cq i TH o o 0 0 0 it OR 0 0 it o o\ O 0 0 0 0 0 0 0 0 0 0 0 0 0 m co X at O O O At T O O co O O? O O M O N N Lin d' W rs c-t at N at fV M N N N N A tu 0 J t Ln it it it 0 it at OR 0 0 it 0 it it OR it 0 O O 0 0 0 0 0 0 0 0 0 00 L l O 00 00 O ct O 01 O O d d d O d' N r` 0) n r` r` cc 0 0) 00 Ln It 00 00 00 at 00 00 rq r r; t, r x V4 c� m r N e® rn �j LO L M a; v }e I n n tX0 c v 3 v m o o a c O E Cl- "a UA M L L O 0 w Q QJ O SZ N m O _C C H Ln h� Q 0 Li w U Q tY 49 n in tc sm pkt 12 -07 -11 0 _o G E o o C N 3 O F X O p1 a o j N N 0 O O O X X Y O G C a N p0 J m J X X X H H H (p Ip fp O F O H m C O O O O O O A G C C J G o 0 0 0 0 0 0 0 0 0 0 to In O ✓1 to Ol d: aW N V Ol W h Ol i- n O N n 13 N nl N O m N N Oi m m m b N i-y .ot N H N N H ati M O N O 01 u _G x O F- o o 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 X fn o q 0 0 0 0 0 0 o m o C_ O J X a 0 0 o O ml o m v v v m c v c m n o F.. O W W W N W 00 W p0 f� n N N I. n N W W h h o o o 9 3° 0 3° O 0 0 0 0 0 0 0 0 0 0 Vt In O In Ifl X= Q O O O O lD O to ul O O N f� d' n n FO- d 6 0 0 0 o 0 C1 o o d o a l c O o O O d F d o\ o X O O O O O O O O O O O O o 0 0 0 0 F N to O to u'1 to O O O O O t!1 tIl .-1 O O d' O N u o e a e o o o m o o o o 0 0 0 0 0 0 0 0 0 0 0 m 0 0 0 0 X w o 0 0 0 o i.n o o m o O Ia o 0 F m I .4 O fV N tV M N (V G 7 O u !A (A o o o 0 o o o o o o 0 o o o o o C x as rn a? rn m rn m m m m rn m orn rn m m fV N N N fV N N rV N (V CV N N N N N x N E 0 d m 3 O m o m i a D. L m 'O G R p C L O Y> N m c G c G y v v y° fl 50 tcsm pkt 12 -07 -11 ATTACHMENT ASSTOURISM BUSINESS PLAN 51 tcsm pkt 12 -07 -11 Sn® mass Tourism Business Plan As of December 1, 2011 This Business Plan was developed to gain mutual agreement regarding what defines success for Marketing, Special Events Group Sales. It is used to establish and advise goals, and to guide the activities of the Board and Staff to achieve them. Annual key quantitative goals are stated, specific metric targets are provided for the upcoming year, high level tasks that are measured within integrated campaigns and programs are summarized, where the money goes to be able to execute is overviewed, and key components of the work plan for the upcoming year are shared. Results will be presented to Council on a quarterly basis. f. ANNUAL KEY QUANTITATIVE GOALS A. Grow Occupancy. B. Increase Sales Tax Revenue. C. Improve performance of Groups business. D. Ensure events achieve ROE. II. SPECIFIC 2012 METRIC TARGETS AND HIGH LEVEL TASKS The Board thought through what the appropriate growth metric targets should be around occupancy and revenue. This was done in wide consultation with the Town in its budget process, the Financial Advisory Board, the Aspen Skiing Company and resort business, particularly the lodging community. The majority of views supported a range of 0 5% growth. It was agreed that there may be additional momentum in 2012 from economic recovery, yet there it was also recognized that there is potential for significant downside from global economic /political impacts that may occur given significant uncertainties. A'no growth'target was considered quite conservative for MSE &GS yet it there is appreciation for the Town adopting 0% as a safe planning tool for the community. Conversely, it seemed imprudent to plan for more than the long term average year- over -year growth which is 3 This goal is seen by the Board to be fairly typical of mature industries like mountain resorts. A. Grow Occupancy: i. 3% Y/Y in Winter 2011 -12 ii. 3% Y/Y in Summer 2012 iii. 3% Y/Y Full Year 2012 iv. Winter top half in competitive set; Summer top 3/4 with aspiration of top 2/3 1 52 tc sm pkt 12 -07 -11 Increase Sales Tax Revenue: V. 3% Y/Y in Winter 2011 -12 vi. 3% Y/Y in Summer 2012 vii. 3% Y/Y Full Year 2012 viii. Land top half in competitive set of six resorts in Winter and top 2/3 in competitive set of six resorts in Summer (different resorts in each seasonal set) B. Improve performance of Group Sales business: i. Approximately 64 qualified leads to lodges by Snowmass Group Sales each quarter ii. 3% Y/Y increase in groups- specific lodging occupancy for 2012, Village -wide. Note: it is desired to understand which groups business Snowmass Tourism absolutely touched but that isn't possible at this time so the cumulative results of Snowmass Village -wide groups efforts will be measured; it is a goal to continue to work towards getting this information iii. 3x% Y/Y increase in groups- specific lodging occupancy for current and future years, Village -wide (production) C. Apply Return On Expenditure (ROE) metric for events over $40K in expense (Addendum C): i. Snowmass Chili Pepper Brew Fest ii. Snowmass Free Summer Music Series iii. Snowmass Culinary Arts iv. Snowmass Balloon Fest V. Jazz Aspen Snowmass {sponsorship} vi. X Games (Aspen Skiing Company (ASC sponsorship) D. Evaluate performance of individual tactics towards achievement of overall marketing goals. i. Based on target audience demos and changing behaviors, geographic strengths, calendar needs, hemispheric impacts and other anticipated and evolving considerations, a robust marketing campaign is developed for winter and for summer. Integrated programs include collateral, print, direct mail, online ads, websites, eblasts, mobile, social media, outdoor /billboards, public relations, special events sponsorships and guest services components all working together to help achieve the specific overall metric targets stated above. ii. Groups Sales activities towards building a pipeline that delivers qualified leads to lodges include sourcing new prospects and identifying past customers, making phone calls, planning and going on sales trips, conducting inbound and outbound FAMs, producing sales tools and implementing varying degrees of advertising based on specific needs for each unique vertical market. Sales Managers are responsible for and evaluated on performance for geographical territories and specific business segments within them, and for building a business within each of these markets by creating individual sales /marketing plans in order to gain market share. 2 53 tc sm pkt 12 -07 -11 III. BUDGET BREAKDOWNS A. Marketing Special Events. Marketing represents the largest bucket of investment to promote the brand and achieve fair share of voice in the market as well as to generate trial and repeat business. Events help guests pull the trigger on a decision to visit in summer. 2012 By Category ($K) 40,1% 187 Personnel 6% kdmin (non staff) Marketing /PR Events Rebate 2012 By Four Primary Categories ($K) Winter Marketing /PR 238,11/ 0 0 g y}ir I Summer Marketing /PR Winter Events Summer Events 3 54 tc sm pkt 12 -07 -11 B. Group Sales 2012 By Category 171,14% Personnel Direct Sales Marketing Admin (Non -Staff IV. 2012 WORK PLAN A. Seasonal integrated marketing sales campaigns build awareness, promote trial, encourage spend and influence return and referrals. Incremental to historical programs in most cases, new and /or expanded forays in 2012 include: i. Launching the new summer brand (ideally with brand video; cost consideration) Work completed February 2012; Launch end May 2012; ii. Developing a business plan that evaluates the feasibility and viability of a new Family Summer Adventure Vacations product January 2012; iii. Co- promoting American Airlines new service In progress; iv. Leveraging Ice Age Discovery and helping to move it forward Ongoing; V. Fine tuning Groups mix and reach as well as new measurement systems Concept approval almost complete with implementation in place January 2012; vi. Based on quantifiable and qualitative benefits spelled out in a business plan, introducing an Events pavilion to be relevant to existing and new groups that may no longer be a fit with the Conference Center (ancillary benefits as a venue for enclosed events, rentals, etc.) December 2011 plan, May 2012 delivered vii. Moving online programs and social marketing deeper and further Ongoing; Initial audit and recommendations complete by third party; identify how to staff in -house January 2012; 4 55 tcsm pkt 12 -07 -11 viii. Reenergizing the summer special events program, December 2011 /January 2012, and implementing a feedback plan (including surveys) from stakeholders regarding their performance; ix. Testing international P.R. in a joint effort w /ACRA (Australia and Brazil) Outreach January -June 2012, hosting July /August 2012; X. Spearheading an enhanced signage program to emphasize guest messaging and reduce clutter TBD; xi. Expanding Partners/ Alliances and joint programs, including leveraging local partners such as Aspen Chamber, Aspen Skiing Company, Stay Aspen Snowmass, ski.com, Valley -wide chambers and other appropriate entities in the Valley Ongoing; regional marketing such as Four Rivers Alliance with Aspen Historical Society— Underway with plan completion June 2012; and promotions with relevant national companies that can help us expand reach, frequency and impact (American Express, for example); xii. More aggressively focusing on groups relationship building and lead generation for a larger and more qualified pipeline, Ongoing; xiii. Improving Stakeholder communications, without creating redundancies and /or meetings overkill, including quarterly Stakeholder Report, seasonal launches, earlier distribution of events and promotions calendar, etc.; will be achieved in part with reinvigorated and new Advisory Committees and consistent strategic oversight of them December 2011 and ongoing; and xiv. Evaluating roles and realignment within Snowmass Tourism for greatest efficiencies, effectiveness and relevance to today's new and evolving realities January 2012. ADDENDUMS: A. Aspiration Statement B. Tourism Landscape C. Event "Return On Investment" Measurement Tool 5 56 tcsm pkt 12 -07 -11 Addendum A. SNOWMASS VILLAGE ASPIRATION STATEMENT We aspire to be the leading multi- season, family- oriented, inclusive mountain resort community. We will do this by creating, marketing and delivering distinctive choices for fun, excitement, challenge, learning and togetherness. All this is done amidst our unique, natural splendor as part of a memorable Aspen /Snowmass experience. Further, we wish to be seen by this as welcoming, dynamic, convenient and successful. We will always be responsible stewards of our environment, economy and society. When successful, Snowmass Village will have achieved the quality of life and economic vitality that will assure our future as a sustainable resort community." 6 57 tcsm pkt 12 -07 -11 Addendum B. TOURISM LANDSCAPE I. Target audiences a. FIT target audiences identified in the MSE &GS Board's Strategic Planning work in 2003 Aspen /Snowmass- Loving Families, Empty Nesters and Aggressive Athletes (notjust "Young were noted in the 2008 Strategic Marketing Plan to remain generally appropriate. Independents, who often travel for short breaks in small groups of friends /associates or couples leaving children at home, have since been added, while locals and Part -Time Residents are also recognized as valuable audiences in the mix. Each audience includes a range of age and interest sets at various price and 'glitz' points. Seasonal preferences /abilities vary between these groups; thus, timing of marketing options is a tactical option, including hemispheric conditions. b. Snowmass has traditionally been most successful with groups of less than 180 attendees. Other characteristics of groups matched to our strengths are their willingness to choose remote locations (willing to fly); willingness to absorb higher lodging costs and stay longer (in winter); and interest in diversity of lodging types. Continuing Education, State and National Associations and Ski Groups continue to be successful markets. Corporate and Incentive show great promise for growth as increasingly high end new product is added. c. It is mostly agreed we should continue to strengthen winter, significantly grow summer and push the edges of the shoulder seasons, particularly fall. d. With new product and tourism climate, revisiting these audiences would be beneficial to understand potential changes and /or new types of guests that might make sense. II. Competition a. FIT: Key competitors differ by season (winter and non winter). Aspen Skiing Company's research shows about 20 such competitors for winter while the summer sees a set of fewer, more regional /Colorado mountain resort considerations. In winter, Utah, West Coast, British Columbia and other Colorado resorts are actively within our competitive set. With new upper -scale product, we may be able to compete on a more level playing ground with resorts such as Deer Valley, Vail and Beaver Creek. b. Groups: Snowmass has competition from a group perspective in both the winter and non winter months. In Colorado alone, we have six major competitors not to mention the myriad of top -notch resorts in mountain regions outside of the state. However, with the renovation of The Silvertree and its reemergence as the new Westin Snowmass Resort, and the potential development of an Events Pavilion tied into the Base Village Conference Center and the new Elk Camp facility, Snowmass may be on its way to having the most well rounded offering in the mountains. 7 58 tc sm pkt 12 -07 -11 III. Infrastructure a. A memo from Carolyn Purvis, FAB member, stated that the retail areas in the Mall and Base Village are not sustainable in the current Village configuration. It was also recognized based on sales per square foot that the retail environment in the Mall (before Base Village) was difficult given its seasonality. During the PUD review for Base Village, $400 /sq. foot was considered indicative of a healthy business. Sales per square foot in the Mall changed from $268 sq. ft. in 2000 to $317 sq. ft in 2006 to $279 sq. ft. in 2010. Base Village had an average of $186 sq. ft. in 2010. b. The memo cited numerous reasons that the retail areas are unsustainable in the current environment and configuration, including the recession, imbalance between residential and commercial mix, disproportionate increase in lodging to support new commercial square footage, incomplete Base Village, lack of critical mix in retail to be sustainable and additional retail competition which makes the overall pie smaller. c. A course of action was recommended in completing the Base Village, particularly the number of lodging units and hot best to address the imbalance. A new level of cooperation is needed between TOSV, retailers and lodges which may include incentives for businesses and the Town to work together to develop promotions, share information and remove barriers to synergistically work together. The Town could also, within its boundaries, facilitate communications between landlords and tenants to help improve the viability of businesses and the resort as a whole. Additionally, the Town should pace financially with the current economy recognizing Snowmass performed better than the average in this economic turndown compared to other mountain resort communities while corresponding spending with the actual pace of recovery which is uncertain at this time. 8 59 tc sm pkt 12 -07 -11 Addendum C. EVENT "RETURN ON EXPENDITURE" MEASUREMENT TOOL Actual Occupancy Baseline Incremental Occupancy (10) 10 times Village Hot Bed Base= Incremental Lodging Nights (ILN) ILN x Average Daily Rate (monthly average) Incremental Lodging $'s (IL$) IL$ x average Non Lodging per Lodging Incremental Non Lodging $'s (INL$) IL$ INL$ Total Incremental $'s (before 6.7% Town Tax Benefit) Compare Total Incremental $'s to Total Net Cost for event /program against target. NOTE: Data points required by the above analysis are available from currently captured occupancy and /or sales tax reports. 9 60 tc sm pkt 12 -07 -11 ATTACHMENT 2012 BUDGET 61 V U N O v 0 0 O 1 0 0 6 p b .D I m h f f h h O 6 yl tc sm pkt 12-07-11 7 LPN H OH 1 tiD tp tp 1D M M 1 M (3 M, I N W Attachment G i I M M n7 M M q C M M M H 6] N N O O H N O P S6 tp N N ry N ry W W W N M H N N N N N W ty f N i 1 P, f••� i l0 6 O C O O O I G O O O b '"l 1 H m m W m W N I N N M I 1 U. 'V lU I lD tQ M M M M M iz O O M' •N O O 'c l!I 01 I p� O O Ca a N N h N y M N I N H ID 0 0 0 O 4 M t�f I N i ri r� ni ni ni I H I i O P I O 4 0 00 0 0 i O N n 4 0 R f11 N N In U S H N I N N N N N W a F w F N N N O V O H H ry I M O O O M M N N N R N H W p M N I N '-t G ry L' tCr r W H W N I H N I M M M M M a N O N N 0 U W m N M M uy I M H H N n G 1 N N O M M I M N M M N p� C I a' S•'I' W l9 I l6 lA x u H F N N N N O O O O O N til O g O O N 1 N N N n N N N N H [[yy H H "I r" N N N M N rl O N f>1 1 4f h n H YL O I F I o O o W (6 CO m Cl Ip 1 b i� N N N l�n rr m c0 I ny f N'n I•S 'j O H w V `y 4] I W SU W W 0. 4 O O' ll5 O N H n O O H O° N W N 4 O Q I O O L C� 7 O O 1 N I W W r M i. N M rS q N ttl H T N .N M t O O I p M N N N M H V' I v U1 91 N I N CQ M M I M N N I N M M H R Cq F x w o w u o a a G CQ x m V) 4� p m N H z a k N H W I" 2 W N W u' 0 W y t .~7 W W a H a .a 2 a' F W W IW} V d W to W a U W f n n r f n VI N Z !12: C) t U O U O O G O ff„ z F W O O M O G b jyt H MMM ��QM°nrGi° w O O O O O O W M n w H W W re W W P N x N N N N N N N I I 62 u O* N O 0 a o ON m tc sm pkt 12-07-11 N m C, 0 R 0 N C co N ,m N N n In tl Le, h 4 ri In O M O O cc Cl) O 0 O o C, Ln cu o j o -jl 14 f Ln r4 N. O m Go r o 'D o ,4 o o 2 o o 0 cT (;l 6 m o Di h a FA O cq N n c, N o-ooQ,*.,D, M 01 w ro U) CA w r 0 d o o o s o o z c E, 0 L) o� Cl) 4 N o o o o W co Ul 0 V L o o o c� 0 o co 0 in O O IN o H N c� o 01 I 0 o O O O O O j 0 o A OD W C P -4 N 'o N N 0 0000'n co 4 CO Lo o 0 %o N N o v w N 1 ci 0) M N of H N co cD v Ln o tL lo W U H co W A. Htc w pa H, c" w 0' ol n4 I c, I L, R C, ry 14 N co 0 f4 1 0 N zn o W f4 (n 4 0 W u cn °a° 0 :2: ul H A W H w rn W 14 to 4 H oq PQ ol H w H w ri fo 42 0 w g W A4 M 9 1 2 w LA 0 ui wl Nw wm 2 W UJ rat N 'D o ID I H g 'El. N C4 T T CJ W A, 0 c; 11 C O T. L 5, 21 N W 2 11 w l c N- N o P� tl 'n G N N t'4 N W t!1 n w C4 0 cl cl o rq o Q o T o rj N N N N o 0 a Oo Q 63 O O N N N N O 0 a o N o N o 1- o c c N tcsmpkt12-07-11 Q H tn C4 m Ln ko ID C, C� C� tn C, a c o to a In O R C� 10 C! C, ul N C� a co C. ol a 2 0 cl) N I ry n C4 H la, 2 0 0 C) N o C, 8 O C, 14 0 0 C- Iq C Id. it O� N 0 co an a, ON CO ko H O tP r In a, 10 0 0 21 O d 14 Q H H N mc; rfj 01 H Ul V N M 0 a O ID cq H In Ln H In Ln C� z 2 w co o us Ala W C-1 0 pa u 2 F4 W f o H P W H rx 2 H CO N .1 IQ gu 14 w 0 2 W. C w 0 h H t4 CO H 3: In T CO N C, N o c H -A Ch o L N f-I O Cq 0 0 C� e N N C IN 1 64 tcsm pkt 12 -07 -11 M M l I M Sa O 2 N I l�Q O M M r 4 N S O l0 W M r't of M r' C4 fQ C PJ G} h b O h n h ti ,y NNN N N S}1 M O in N a N N I 1 A y u r n H H ON I e 4 00 o b000e, P a'�.r a s w a z H Vi W ,mj, w m uoai G o o o G c rn c} ro m Q o w m O M M r) U a w N to 1 W 11 \D I \O !h CO P I Ol 01 q vb i C7 4) P 1j, ..I s 4? CO M M co N Sn M S M N N N SV C tT ai ON a G O N m W 1 p O O p 0 O L7 L) N I \O lU N 0 �o p O i G M Q1 f M o O T� N o 0 I 0 a \n \n \il N N N N N K fA ry H I" O O a �W w O •H P i W p N N Cl' C• M O W +Y O O N ta W W N N O 1 O to StI \tt ul N ON 0 o mam a, (IN W h p A w H x O C IN o 4 w a cc v QO aF-If. 0 H H p �7 H Cy W W N W V J J O O C C\ kzz�l W W FI W a a U o W G 6Z W n 11 W h h n 2 d .y ri N C o G Ss) a7 `4 r4 ,y 0)o Ri >'i Vi W W to rn v+ o� F o W f a zr4 65 h m� �uov r o °oo G i rh n Qo Qao tc sm pkt 12-07-11 r r N N 4 a; o o0O o N N N co I N W b D W m m W W I N N ry r O Q 0 c`1 tj N 4 a N N fP O N MQ N I t Q C�J1 D O W N c N N O p N O rt r H O O O d 6 O N I N O a O O 6 p O O G I O W O 4 rt, W H M R b N G H R ip R R 01 e N O o O O O O O bl L� N b r 0 N W W N m f co N H T h t o A I T e o 0 o a a 2 o N o 0 0 0 0 0 O I o C N o o i b o O a a o> >s H N R m N o H R W h In a N ry N W W m s mN 0.N N N N N r b W N cl 1 H t r to o t I U Q O O O r w r H H N "i w l m M N o o G a l p z U a H O W W M U M M W O O o 1 0 O.. O 0 u1 N 1 ca m O O O Ln G N O W W Ot 0 0 T, O) R O O N O N N O O U N N tp C Ln m m R b I m u, m M W m 1 m N N N N C O m d` R I I I L a 0 U) W 0 0 0 0 0 0 0 O N° N u, N H O O O V 0 0 0 0 Hi H ri t0 n•, r- (m` N H 4 U N O N O p 'i N N N N N I ut •L r N N N 4 O H H I I R a I O co .(C.��� O O N N O N r 0 0 0 0 1`• h O N 4 b O o i.J H O O O I r N w 1 N O o W W i'O i 0 u D m O r° M O ul N r N n O N 1 N p O O O U f ID m b GN'1 LNT M Ln b (O f•! In 14 u) 1 C- ut O O I AT N N N H H b p i!3 H 1 (Y r 1 i 1 1 N O O N N O Q l p m h 0 0 0 0 y4 w H (g N O R O o ry R H O O o O r-I O O O j N h N ul N <h H tl) R W R h R R u1 H H h b k H N N r�-I m M �y N R N m N q, tn I O N co r m h W N M H N p H N N W 1 r` NI N W? N R W m N ul H M P R h N h c0 W N b W H H p c E O g w wN w7 U N W H Q L o r t/ w x N U Eb N O W W O. k7 w w H hi H P' cn z w c v cn ua cn m a v 4 BE H a c a �y 4 N w 2 to P, I� y Sz p M H S aww w A H v; c. S r C�"5 a te H G O M M 7\ V1 iL rt N W Ot U H U rA cam- z w H N O O O O O yY N N N N N l'J H of rA N r Q L7 w U G G O O QQ 0 O G O O a H Cn g q W b w k a ty ql b a N N Ci N O a N N u a U G N N !c &1 F. C a o 0 0 0 0 0 0 0 o N I N a t'+ r P 0 0 o c °a o 0 0 0 0 0 4 0 0 0 0 o w G o p w 9 4 0 0 o r a U p i 1 ao'?oo 66 00 °oo °oo °p oo 0oo0 U a w Q o 0 o o 0 y vV +N ck 4 o a o 1 J O O O O 0 a N N N N N M O tc sm pkt 12 -07 -11 O q 4 0 N N N N I N N N r-f H R O O O O O O cn Vi W o a o 0 0 o o a' rn f o 0 0 0 0 0 1 0 111 r an N'n M O N M H M t" I .H 111 M� N N N Aq a w w O O N N CN k m kn a FI 1] O a W F u o b CUJ N h q' M Lp t irMj 10 10 W q 'd IL ri ..1 M tc1 1p N N ry ry 1 H N 1 n N 01,H' b b k 3 1 q C W, tl H O 0 0 0 0 0 1 0 ip O O O N W >D W W ro n N h h O a N W V O O O O O 1 b O a O q W m o 0 F 'h M N a H r r` z w h h rt H W W ry 7 O W H W a H Cl) G a z o m R v? a W W F H .yr a u u a N PI c9 m u 1a w W O 'd W 5 of cn ri r�4 F N r q N H H~ ri H F RC O W r.3 O O Cy q HH H V Iii a a O N a 7 rK3 00 o n o b o x u� N N k f 67 QI Ik b O O O O k N k i k tc sm pkt 12 -07 -11 Town Council Budget Meeting Notes for 2012 Budget Marketing Special Events: 1) Why are salaries and benefits going up and why is benefit greater? The payroll and payroll benefit increases are in line with the numbers the rest of the Town departments have budgeted. The Payroll increase accounts for the merit increase awarded to Town employees by the Council in July of 2011. There are no payroll increases budgeted for 2012. The payroll benefit line increases at a greater amount than payroll to account for the 14% budgeted increase for health insurance costs. Specific to Group Sales, we had no Director until May and a budgeted National Sales Manager position was not filled until October; 2012 is adjusted for full staff. 2) What is the $30,000 in premiums? Branded items help keep Snowmass top of mind among tourists, media, meeting planners, sponsors, promotional partners, community, et al. They range from stickers, pens, post -its, chip clip, lippies, mugs, water bottles, jump drives, and other inexpensive to moderately priced items for mass distribution to specialized items like viewfinders that sit on desks, coffee tables and other visible places and provide constant reminders of Snowmass. Canvas bags are a great example of walking ads that make their way around the country, as are Snowmass stickers kids put on their helmets and backpacks. Premiums are distributed by our office, at guest service locations and via lodges at trade shows, fams, sales calls, etc. 3) What is the $625,000 in Winter Marketing for specifically? See attached 1. 2010/2011 Winter Marketing Budget Breakdown 4) Online Marketing The website isn't good. What should the website be producing? While creative and format can be viewed good, bad or indifferent based on the individual user's personal preferences, website numbers document performance. Date Range May 31 Sep 29 June 30 Sep 29 May 22 Jun 1 I July 1— July 31 Aug 30 -Sept 29 Visits 54,528 2,508 10,573 6,260 6,042 Page Views 172,710 5,572 31,212 17,959 20,300 Avg. Time 2:29 1:46 2:41 3:05 2 :08 New Visits 77.57% 68.22% 63.58% 78.18% 70.34% Top Content /home 45,437 /home 2,934 /home 9,448 /home 7,434 /sched.htm /stay /accommoda /activities 1,117 /2011 -sched /schedule.htm 12,720 tion 1 4,822 /whats— coming 4,702 3,193 /gallery. /play= 1 1,193 517 tickets 3,839 /ticket-s.htm 1,866 /shop /dine /contact 155 /music 2,539 1,856 /lodging.htm 7,459 /lodging.htm 1,1832 /special 7,273 1,145 Websites need to be reviewed time to time as tools and technologies evolve to ensure- they are working as well as possible, particularly as our online advertising efforts increase. Snowmass Tourism has requested bids for an audit of the current main site and proposed changes will be evaluated. 68 tcsnnpkt12—O7-11 5)3momer events ROImueach event See attached B, Supplement on Events. 6\ What iathe $h75,O00iu Summer Marketing for specifically? Sec attached 111. 2011 Summer Marketing Budget Breakdown. 7) What iuthe $75 for Public Relations? budget that allows oo to build relationships with regional/national media to increase awareness of and udnou|atc interest in Snuvvnouau as an attractive destination. Working these relationships n:uo|(u in newspaper magazine articles, radio broadcasts, TV, blogs and online posts that encourage people to spend their vacations and weekend getaways here. Expenses are incurred in covering inbound media fams (discounted lodging, meals, activities), outbound region u|/nu1ionu| visits to ac/| Snovvonuas, boudog eventx, participating in media trade shows and co- hosting networking forums with pudnars. Dollars are also expended in updating necessary 9D tactics such aaanannual media guide and press kit, e-b|uxLa, vidcos, b-roll and photography, udvertohula, clipping services, satellite press release distribution, and access |oonational do1uhuue. The PD budget covers 3nownnaxs Tourism's community outreach programs such as the Business Community Winter Launch and the new Four Rivers Historical Alliance. P.R. efforts are a cost-efficient way nfachieving exposure and they uonnp1couen1 the higher expense of marketing and udverTisin8, p|oo readers trust utohao told from credible and objective third parties more than paid ads. Given the constantly changing tourism industry and the local climate, continuous strategic development in public relations is a vital part of the marketing mix for Snowmass Tourism. Group Sales: l) How many groups and #of people that came from Jan l,%0ll- Dee 3l,20ll? 2) Projections for 2Ol2? The Group Sales system is ineffective and needs tobechanged. It was built for the 8IlA model which is not nc(ovaot to the current organization's structure or role. Soovvnn4oa Group Sales does not contract business; it should aggressively reach out into the nmuduecp|oce facilitates relationships and generates /uudn and opportunities for the lodging community and conference spaces, therefore, matrices used in typical hotel settings do not apply. Given our organization and employees need to be measured and held fully accountable, a new evaluation system made opo{ two equal components would hc more effective. Macro goals and pipeline goals p/Vu)d evaluate the overall gains and |osaco of group business in Snownnuxe, while emphasizing "aggressive." sales behavior and rewarding members of the sales team for true performance. The attache details the proposed new system. 69 tcsnnokt12—O7-11 Other l\ What ia the charge of the MSB&c(}SBoard? 7ohoio service tmthe Town's Aspiration Statement. See attached V. MSEGS Municipal Code and VI. 2) What is/should be the Board uuake-op? The Board in its inception was made upo[ two }\tLarge, one Lodging, one Retail, and one Restaurant representative each. In 2002 when the lodging tax was passed and Group Sales came under the Town two additional oou| �od�in� sc�w��coddod. Given many aioo�Cb�S]B��G8pnogranuhegun their work nine years ago, they have taken a pause to review the current structure and governance and will share their ideas in the October 17 Council meeting and discussion. 3) What ia the proposed American Airlines opportunity? See attached VII. Stay Aspen Snowmass Memo to the MSE&GS Board. 4) What is 1096 towards capital iog,nuvoozeutu? The maximum amount per year (10% of the total annual Marketing budget) that is allowed to be spent on capital improvements. U was put in place given concerns that government might spend the budget outside of its true purpose of marketing &c events, i.u. bus stops. Examples of tourism-oriented capital improvements are up.a. system on the mall, roofing system for the summer outdoor s(ugc international informational kiosk and event tents. 70 3' tc sm pkt 12 -07 -11 2010 -2011 T ®SV �UDG�T (K) Travel and Leisure Family FP Oct Travel and Leisure -Nat'l Circ. FP Jan Travel and Leisure -Nat'l Circ.* 1/3 pg Use in 2011 Added value Travel and Leisure Family* 1/3 pg Use in 2011 Added value *Or get 10,000 AMEX names in lieu of 2 1/3 pg. ads in Nat'l circ as ai Added value using 10K names for AR direct mail Outside Magazine FP Buyer's Guide Outside Magazine FP Dec Outside Magazine FP Jan Sub -Total 137 Print Partnership w /SkiCo /split costs Online Mobile Sub -Total 50 Ski Magazine FP Dec Ski Magazine FP Jan Powder FP Nov Powder FP Jan Powder FP Feb Denver Post Snow Report (print, online) Sub -Total 75 Sub -Total 30 Skico Online Coop Sub -Total 65 Colorado.com email Yearly Lead Monthly Email Campaign to TOSV DB Outside.com eBlast 60,000 subscribers Added Value Sub -Total g CAC Vacation Planner FP Winter OSVG State Vacation Guide FP Yearly OSVG State Vacation Guide Summer Budget Added Value Concierge Guide 2pg Season Sub -Total 12 Sub -Total 15 Winter Calendar Poster print in house Weekly Activity Ads placement cost no weekly ads /ftyers only Winter Promo Poster print in house Winter Mall Map print in house Weekly Activity Flyers print in house start 12.13 Winter Launch Ad Holiday Shopping Activities Ad placement cost buy 3, get 3 in AT /SS Holiday Shopping Activities Ad placement cost 2 ads in AND Holiday Shopping Specials Flyer print in house Disabled Vets Ad Retail /Apres Specials Ad placement costs (AT) buy 3 1 /2s, get 3 1 /2s; (SS) buy 1 1/2s, get 1 1 /2s Ski Co Kiosks in Aspen, ABC, Snowmass Snowmass Bucks Snowmass Bucks Redemption Sub -Total 21 Early Winter Brochure Late Winter Brochure printing only Brochure Distribution CAC Brochure Distribution AAC CTO Polybag Direct Mail 1 drops 12.15 perfect storm 71 tc sm pkt 12 -07 -11 CTO Polybag Direct Mail 2 drops 1.1 kids ski free 50K Direct MaiVOccupancy Gaps drops 1.31 printing $5250; AR $10K Postage Fulfillment Sub -Total 60 Torchlight Parade W interskol Mardi Gras (3.8) (AT) buy 3 1/4s, get 3 1 /4s; (SS) buy 1 1/4, get 1 1/4 St Pats (3.17) (AT) buy 3 1 /4s, get 3 1 /4s; (SS) buy 1 1/4, get 1 1/4 Sub -Total 2 Promotional Concepts Planning Coordination Promotional Concepts Design CW Planning Coordination (post 9. 0) TMRC Design (post 9.30) Shipping Photography National Usage Family Photo Shoot Sub -Total 100 TOTAL 573 Season Budget 575 Difference 2 72 tsm pR]2 -07 -11 0 f 0 w o 0 c 0 2 Q c k E 2 E n m t e O 2 h 4. 2 a 2 e c o- m a k f�\ /3f -R LO k a m a t a k W O d Z W cu Y q c I I L4 I e cl 0 k k p j. k m f- m t 3 g k m k k 2ƒ° E I 2® E 7 w 3® g 5 E 2 3 o m E_ ___j m m L 0 2 c c g 0 2\ 3/ U 3«# k� 2= k§ o 2 2 2 c m L co 7 c E m o m E c g c N c c U£» 2= E» O 5 m a 2 m o R I o t g t t m 2 O Q O w R/ f f E 2ƒ A E E 2 E± 2 2 E± E E$ E 3 2« 2 7 m o O O c c c e m? j o e ƒ h w ƒ f R 3 3 3 3 3 k 73 tsm pk 12 -07 -11 k 2 R w LO 2 a m m k mO 2 ƒ E t 2 E k 3 0 mo 2 c ƒ 2 t@ o o x« 0 3 E 0 m m m k/� f R 0 f k 2 3 I 2 12 f± c E k m m f c E L E L L L L± L± o= m c o o@� 2® 2 0 0 S� 2 2 R W\ 3 Q 0 2 3 m= 7< m$ 2 c Q 0 c« 3< m 5 o¥ c E$ 2 R x E 2*@ 2$\/ m t/ s c 2 E 2\ 74 tc sm pkt 12 -07 -11 C U O O C cG U) O v- N O U O N T O i i rt co r0+ cts cif ,0. O r+ 00 c n 00 Lo rI_ LO r N r n N U C N L N O Y U cu CO L V-• O C LO 69 T O O 3 E E z c o CY) -0 L QE d oo -a E U y E E E E E o U .0 a c o -0 O O U (II L crs O U E o i a v cyc b J L a j 0 0 -p E L N L O O -0 O U ti3 ct3 O O 3 0 0 J W C'3 xN— a�i ai m o 'aUU F jai -�wm 0 2 o a LL �m 75