To: Honorable Mayor and Members of Town Council
From: Casey Willis, Special Events Manager
Title
Resolution: Approving the Town of Castle Rock Special Events Strategic Plan (2016-2018)
Body
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Executive Summary
The purpose of this item is to present to Council a three-year Special Events Strategic Plan for the Town of Castle Rock (Exhibit 1) for approval and adoption. This memo summarizes how the plan was developed starting in June 2015 and calls out specific special events-related issues on which staff is seeking Council feedback.
The Special Events Strategic Plan is consistent with the Townwide Strategic Plan, which sets as a priority maintaining community character and identity, with particular focus on Downtown Castle Rock. Improving and expanding community special events is identified as a key element within that priority. The Strategic Plan aims to build a framework for a robust events program in Castle Rock, which anticipates the community’s growth, and which also proactively addresses areas that need improvement. As part of this item, Council is being requested to appropriate the funds that would be needed to launch a new signature events series in Town for 2016, as is outlined in the plan.
Discussion
The Special Events Manager came on staff in June 2015 and immediately began work on developing a comprehensive, forward-thinking Special Events Strategic Plan for the Town. Data reviewed during the plan’s development includes information from the 2014 special events analysis, as well as from the 2013 and 2015 community surveys, in order to consider vital public input. Additionally, meetings were held with affiliate event partners from the Castle Rock Chamber and Downtown Alliance, as well as with Councilmembers to evaluate the current state of events within Castle Rock.
Staff from all impacted Town departments was consulted as the plan was developed, and it became apparent that issues of collaboration, communication and capacity would become critical elements within the plan. The plan that resulted from the efforts outlined provides a well-informed and progressive vision for special events within Castle Rock: “To educate and inspire participation in community through memorable events, festivals and distinctive outreach opportunities.”
To arrive at that vision, the plan includes seven strategic priorities, each with corresponding goals and strategies. The priorities are:
1. Activate Venues: Working with Parks and Recreation to activate the amphitheater at Philip S. Miller Park; launching a signature event series; and better utilizing existing venues
2. Collaborate on Affiliate and Outside Events: Adding enhancements to existing events; establishing partnerships to maximize program offerings; and establishing venue rental protocol
3. Develop and Implement Special Event Operations: Determining an organizational structure for the Special Events Division; establishing an event support team; and activating Townwide implementation of Event Management Software (EMS)
4. Implement a Marketing and Communications Strategy: Establishing a marketing and communications plan for the Special Events Division; increasing events visibility through online methods; and implementing an internal communication strategy for events
5. Establish Policies and Procedures: Establishing policies and procedures for events within Town, including a comprehensive Special Events Guidebook and an online application for events in Town
6. Define Capacity: Better utilizing EMS; implementing resource tracking; and engaging a task force to address questions of resource and capacity
7. Generate Revenue: Establishing a separate events budget; realizing a financially self-sustaining Special Events Division; and elevating the sponsorship program
Specific tasks have been designed to implement the strategies contained within the plan, and work is underway to implement many of those tasks. The plan is designed to ensure a vibrant and financially sustainable special events program within Castle Rock for years to come. The plan was created as a three-year plan, because that’s the amount of time it’s believed is needed to get the Town’s events program fully launched. It is envisioned to be updated as achievements are made toward realizing the vision it establishes.
Staff has identified numerous strategies for measuring the success of the Strategic Plan and surrounding initiatives, including surveying event-goers and producers; conducting economic impact studies; and receiving industry recognition for Town events.
As staff prepares to continue implementation of the initiatives outlined herein, one point on which Council feedback would be appreciated is whether sponsors are preferred from within Castle Rock, or whether sponsors from outside of Castle Rock would be acceptable. Staff recommends the latter, as it provides a wider base from which to raise funds. On the other hand, some local businesses might not appreciate the competition that this would create with outside entities. Staff possesses strategies for overcoming that sentiment and recommends initiating contact with a wide array of potential sponsors - a list of which will be circulated to Council prior to those contacts being made. Council feedback on whether a broad sponsorship strategy is appropriate for Castle Rock will help staff to best direct its efforts.
Budget Impact
The Strategic Plan sets the direction for special events within the Town of Castle Rock. It was created with a $200,000 supplies and services budget in mind. Funding to realize this vision is not currently included within the 2016 Budget.
Council on December 1, 2015 approved the use of the prior year DDA TIF to repay in full the Rink at the Rock loan. That $208,156 is presently in the Philip S. Miller Fund. Staff proposes transferring that amount from the Miller Fund to a new Special Events Fund as part of the First Quarter Budget Amendment to help initiate the vision that has been outlined for special events in Castle Rock.
These monies would be available for this purpose one time only in 2016. Such a transfer could not be accommodated again in 2017, meaning more permanent revenue sources must be determined. It’s worth noting that the Town’s necessary contribution to special events operations is expected to decrease as revenues and sponsorships increase, consistent with the strategic priority Generate Revenue.
Staff Recommendation
Staff recommends approval of the Town of Castle Rock Special Events Strategic Plan (2016-2018).
Proposed Motions
“I move to approve Resolution 2016-XX, a Resolution Approving the Town of Castle Rock Special Events Strategic Plan (2016-2018).”
“I move to direct staff to solicit special events sponsorships locally OR broadly.”
“I move to direct staff to include within the First Quarter Budget Amendment the creation of a new Special Events Fund, to include the transfer of $208,156 from the Philip S. Miller Fund into that fund.”
Attachments
Attachment A: Resolution
Exhibit 1: Special Events Strategic Plan