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HomeMy WebLinkAbout2010 Lacrosse POST EVENT REPORT S 1 POST EVENT REPORT TO COMMISSION ON SPECIAL EVENTS FOR THE VAIL LACROSSE SHOOTOUT 2010 September 29, 2010 A tournament survey asking each team to report to us their estimates of their 􀁗􀁈􀁄􀁐􀂶􀁖􀀃􀁈􀁛􀁓􀁈􀁑􀁖􀁈􀁖􀀃􀁇􀁘􀁕􀁌􀁑􀁊􀀃􀁗􀁋􀁈􀁌􀁕􀀃􀁖􀁗􀁄􀁜􀀃􀁌􀁑􀀃􀀹􀁄􀁌􀁏􀀃􀁚􀁄􀁖􀀃􀁓􀁕􀁒􀁙􀁌􀁇􀁈􀁇􀀃􀁗􀁒􀀃􀁗􀁋􀁈􀀃􀁗􀁈􀁄􀁐􀁖􀀃􀁓􀁄rticipating in this 􀁜􀁈􀁄􀁕􀂶􀁖􀀃􀀹􀁄􀁌􀁏􀀃􀀶􀁋􀁒􀁒􀁗􀁒􀁘� �􀀃􀁖􀁈􀁙􀁈􀁕􀁄􀁏􀀃􀁗􀁌􀁐􀁈􀁖􀀑􀀃􀀃􀀷􀁋􀁈􀀃􀁖􀁘􀁕􀁙􀁈􀁜􀀃􀁚􀁄􀁖􀀃􀁈􀁐􀁄􀁌􀁏􀁈􀁇􀀃􀁗􀁒􀀃􀁗􀁈􀁄􀁐􀁖􀀃􀁓􀁕􀁌􀁒􀁕􀀃􀁗􀁒􀀃􀁗􀁋􀁈􀁌􀁕􀀃􀁄􀁕􀁕􀁌􀁙􀁄􀁏􀀃in Vail. The survey was again provided to the coaches attending our coaches meetings in Vail prior to the start of each division. The survey was again emailed to the teams after the tournament. The survey was also mentioned in all of our correspondence to teams prior to the tournament and they were made aware of what information we would be requesting from them after the tournament. Email reminders were sent to all teams after the tournament in an effort to achieve greater participation in the survey by the teams. A summary of what was reported follows, as well as other information required by the Funding Agreement between the Town of Vail Commission on Special Events (CSE) and Colorado Lacrosse Promotions, Inc. (Event Promoter). 1. 􀀤􀁑􀀃􀀲􀁙􀁈􀁕􀁙􀁌􀁈􀁚􀀃􀁒􀁘􀁗􀁏􀁌􀁑􀁌􀁑􀁊􀀃� �􀁋􀁈􀀃􀁈􀁙􀁈􀁑􀁗􀂶􀁖􀀃􀁖􀁗􀁕􀁈􀁑􀁊􀁗􀁋􀁖􀀃􀁄􀁑􀁇􀀃􀁚􀁈􀁄􀁎􀁑􀁈􀁖􀁖􀁈􀁖􀀝􀀃􀁖􀁓􀁈􀁆􀁌􀁉􀁌􀁆􀁄􀁏􀁏􀁜􀀏􀀃􀁚􀁋􀁄􀁗􀀃􀁚􀁈􀁑􀁗􀀃well and what measures could be taken to improve the event. Strengths: We feel that our biggest strength is the status our event has in the lacrosse community after 38 years. The Shootout has been credited with helping to fuel the 􀁏􀁄􀁆􀁕􀁒􀁖􀁖􀁈􀀃􀁈􀁛􀁓􀁏􀁒 􀁖􀁌􀁒􀁑􀀃􀁌􀁑􀀃􀀦􀁒􀁏􀁒􀁕􀁄􀁇􀁒􀀑􀀃􀀃􀀤􀁑􀁒􀁗􀁋􀁈􀁕􀀃􀁒􀁉􀀃􀁒􀁘􀁕􀀃􀁖􀁗􀁕􀁈􀁑􀁊􀁗􀁋􀁖􀀃􀁌􀁖􀀃􀁒􀁘􀁕􀀃􀁖􀁗􀁄􀁉􀁉􀂶􀁖􀀃􀁈􀁛􀁓􀁈􀁕􀁌􀁈􀁑􀁆􀁈􀀃􀁌􀁑􀀃organizing and running the event. Many have been part of the tournament for years and are adept at making our event run smoothly. We receive feedback from tournament participants each year that ours is one of the most well run events they attend and they look forward to returning to the Shootout from year to year. Despite the poor economy the last couple of years, we continue to get a good turn out of participants and fans. This year we were able to achieve a great balance of competitive, quality teams, especially in 􀁒􀁘􀁕􀀃􀁐􀁈􀁑􀂶􀁖􀀃􀁈􀁏􀁌􀁗􀁈􀀃􀁇􀁌􀁙􀁌􀁖􀁌􀁒􀁑􀀏􀀃􀁄􀁑􀁇􀀃􀁖􀁄􀁚􀀃􀁊􀁕􀁈􀁄􀁗􀁈� �􀀃􀁉􀁄􀁑􀀃􀁄􀁗􀁗􀁈􀁑􀁇􀁄􀁑􀁆􀁈􀀃􀁄􀁖􀀃􀁚􀁈􀁏􀁏􀀑 We also have received positive feedback from several local businesses expressing appreciation for the additional business our event brings to the Vail Valley. Weaknesses: Our biggest weakness is that the tournament is not as strong at marketing itself as it could be, resulting in minimal sponsorship. Also, this year the number of 􀁚􀁒􀁐􀁈􀁑􀂶􀁖􀀃􀁈􀁏􀁌􀁗􀁈􀀃􀁗􀁈􀁄􀁐􀁖􀀃􀁚􀁄􀁖􀀃􀁇􀁒􀁚􀁑􀀃􀁉􀁕􀁒􀁐􀀃􀁏􀁄􀁖􀁗􀀃􀁜􀁈􀁄􀁕􀀑 Improvements. We are interviewing a new marketing coordinator to assist with marketing the Shootout to potential sponsors as well as PR & media coordination. In 􀀕􀀓􀀔􀀔􀀃􀁚􀁈􀀃􀁋􀁒􀁓􀁈􀀃􀁗􀁒􀀃􀁌􀁑􀁆􀁕􀁈􀁄􀁖􀁈􀀃􀁗􀁋􀁈􀀃􀁑􀁘􀁐􀁅􀁈􀁕􀀃􀁒􀁉􀀃􀁚􀁒􀁐􀁈􀁑􀂶􀁖􀀃􀁈􀁏􀁌􀁗􀁈􀀃􀁗􀁈􀁄􀁐􀁖􀀃􀁗􀁒􀀃� �􀀗􀀑􀀃􀀃􀀺􀁈􀀃􀁚􀁒􀁘􀁏􀁇􀀃􀁏􀁌􀁎􀁈􀀃􀁗􀁒􀀃􀁊􀁈􀁗􀀃more of our high school events taking place in Vail and plan to play the semi-finals and finals for the high schools boys division in Vail in 2011. We plan to have a clinic for local youth at the event in 2011, utilizing the talents of the coaches and players that are attending the tournament. US Lacrosse, the national governing body of lacrosse, again attended the event in 2010 and continues to become more involved with our event. Their involvement will again expand in 2011, in part due to their interest in our assistance when they host the 2014 World Games in Denver. 2 􀀶􀁒􀁐􀁈􀀃􀁌􀁐􀁓􀁕􀁒􀁙􀁈􀁐􀁈􀁑􀁗􀁖􀀃􀁚􀁈􀂶􀁙􀁈􀀃􀁐􀁄􀁇􀁈􀀃􀁌􀁑􀀃􀀕􀀓10 include adding the presence of two non-profit organizations, Lacrosse The Nation and City Lax to our event. We provided booth space to these organizations at no charge in an effort to help them convey their message and goals to the lacrosse community attending the Shootout. Lacrosse The Nations travels to different countries around the world utilizing the sport of lacrosse to provide opportunity and mentorship to children in impoverished communities. City Lax organizes lacrosse programs for inner city children in underserved neighborhoods. Our website, www.vaillacrosse.com, continues to improve with better graphics & photos and by providing a detailed summary of the days events/results for each division at the end of each day of the tournament. A great improvement to the event would be to have the paid parking requirement at Ford Field and the Athletic Field waived during our event. We receive more complaints about this from our participants than any other aspect of the event. We are blamed for the fee as well as the inconvenience. Also, we are paying to park our own staff to work at a Town of Vail sponsored event. We would suggest trading no fees imposed for parking in exchange for our not charging an admission fee to attend the games. This would be a good promotional idea for advertising and would encourage more Front Range people coming to Vail as spectators and would also give those living in the Vail community free admission to our event. A greater variety and longer, more consistent hours have also been suggestions from attendees with regard to concessions at Ford Park. The tournament has no control over this vendor and does not derive any revenue from it. 2. An event budget showing actual profit and loss numbers and how the CSE funding was utilized. See Attachment No. 1 for the event profit and loss statement. CSE funding was used to cover printing expenses for the tournament program; to fund the amount donated to charitable causes, which this year was donated to The Colin Cassidy Memorial Fund and The Regis Jesuit High School Scholarship Fund; to pay costs associated with the tournament website; and to pay for promotion and marketing expenses. 3. A detailed overview of the marketing that was implemented to promote the event. 􀀳􀁕􀁌􀁒􀁕􀀃􀁗􀁒􀀃􀁗􀁋􀁈􀀃􀁖􀁗􀁄􀁕􀁗􀀃􀁒􀁉􀀃􀁗􀁋􀁌􀁖􀀃􀁜􀁈􀁄􀁕􀂶􀁖􀀃􀁗􀁒􀁘􀁕􀁑􀁄􀁐 􀁈􀁑􀁗􀀏􀀃􀁗􀁋􀁈􀀃􀀶􀁋􀁒􀁒􀁗􀁒􀁘􀁗􀀃􀁚􀁄􀁖􀀃􀁉􀁈􀁄􀁗􀁘􀁕􀁈􀁇􀀃􀁌􀁑􀀃􀁄􀀃􀁑􀁘􀁐􀁅􀁈􀁕􀀃of 􀁗􀁋􀁈􀀃􀁆􀁒􀁘􀁑􀁗􀁕􀁜􀂶􀁖􀀃􀁐􀁒􀁖􀁗􀀃􀁕􀁈􀁖􀁓􀁈􀁆􀁗􀁈􀁇􀀃online lacrosse publications, including www.insidelacrosse.com, www.laxpower.com, www.laxmagazine.com, www.collegelax.us and www.lax.com. A press release is furnished to local media outlets such as the Denver Post, the Vail Daily and the Vail Mountaineer. Tournament information is distributed via email to lacrosse enthusiasts and participants at various times prior to the event. There is also an email distribution by our travel provider, Summit Resort Travel, at various times prior to the the event. 􀀷􀁋􀁈􀀃􀁗􀁒􀁘􀁕􀁑􀁄􀁐􀁈􀁑􀁗􀂶􀁖􀀃􀁚􀁈􀁅􀁖􀁌􀁗􀁈􀀏􀀃www.vaillacrosse.com, has been improved to provide more information and be more attractive to lacrosse enthusiasts with blogs, photos, articles and more. The website is continually updated with tournament information including a daily summary of events and results in each division. We also provide 􀁏􀁌􀁑􀁎􀁖􀀃􀁗􀁒􀀃􀁖􀁓􀁒􀁑􀁖􀁒􀁕􀁖􀂶􀀃and content sharing 3 websites. 􀀷􀁜􀁓􀁌􀁆􀁄􀁏􀁏􀁜􀀏􀀃􀁗􀁋􀁈􀀃􀀶􀁋􀁒􀁒􀁗􀁒􀁘􀁗􀀃􀁕􀁈􀁆􀁈􀁌􀁙􀁈􀁖􀀃􀁄􀁐􀁓􀁏􀁈􀀃􀁆􀁒􀁙􀁈􀁕􀁄􀁊􀁈􀀃􀁌􀁑􀀃􀁗􀁋􀁈􀀃􀁖􀁓􀁒􀁕􀁗􀂶􀁖􀀃􀁐􀁒􀁖􀁗􀀃􀁓􀁕􀁒􀁏􀁌􀁉􀁌􀁆􀀃print publications as well, Lacrosse Magazine and Inside Lacrosse. In 2010 the Colorado Mammoth featured an article about the Shootout on their website, www.coloradomammoth.com, a copy of which is attached. 4. Survey results showing the estimated effect on the following, per the CSE Criteria as described in the RFP: a. Attendance numbers and demographic profile. The 2010 Vail Lacrosse Shootout included the following age/gender divisions. Under 19 High School Boys 16 teams 357 players approx. 48 coaches (3 per team) approx. 288"others" (family, friends,chaperones 􀂱 approx. 18 per team) Under 19 High School Girls 26 teams approx. 442 players approx. 52 coaches (2 per team) approx. 416 􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 (approx. 16 per team) 􀀺􀁒􀁐􀁈􀁑􀂶􀁖􀀃􀀨􀁏􀁌􀁗􀁈􀀃􀀋􀁆􀁒􀁏􀁏􀁈􀁊􀁌􀁄� �􀁈􀀃􀁄􀁑􀁇􀀃􀁓􀁒􀁖􀁗􀀃􀁆􀁒􀁏􀁏􀁈􀁊􀁌􀁄􀁗􀁈􀀏􀀃􀁆􀁏􀁘􀁅􀀃􀁓􀁏􀁄􀁜􀁈􀁕􀁖􀀌 11 teams approx. 187 players approx. 11 coaches (1 per team) approx. 143 􀁒􀁗􀁋􀁈􀁕􀁖􀂴 (approx. 13 per team) 􀀰􀁈􀁑􀂶􀁖􀀃􀀨􀁏􀁌􀁗􀁈􀀃􀀋􀁆􀁒􀁏􀁏􀁈􀁊􀁌􀁄􀁗􀁈􀀃􀁄􀁑􀁇􀀃􀁓􀁒􀁖􀁗􀀃􀁆􀁒􀁏􀁏􀁈􀁊􀁌􀁄􀁗􀁈􀀏􀀃􀁆􀁏􀁘􀁅􀀃􀁓􀁏􀁄􀁜􀁈􀁕􀁖􀀌 18 teams 412 players approx. 36 coaches (2 per team) approx. 216 􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 (approx. 12 per team) 􀀰􀁈􀁑􀂶􀁖􀀃􀀰􀁄􀁖􀁗􀁈􀁕􀁖􀀃􀀋􀁄􀁊􀁈􀀃􀀖􀀓􀀃􀁄􀁑􀁇􀀃􀁒􀁙􀁈􀁕􀀌 10 teams 225 players approx. 10 coaches (1 per team) approx. 22􀀓􀀃􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 (approx. 22 per team) 􀀰􀁈􀁑􀂶􀁖􀀃􀀶􀁘􀁓􀁈􀁕􀁐􀁄􀁖􀁗􀁈rs (age 40 and over) 14 teams 356 players approx. 14 coaches (1 per team) approx. 476 􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 (approx. 34 per team) 􀀰􀁈􀁑􀂶􀁖􀀃􀀪􀁕􀁄􀁑 􀁇􀁐􀁄􀁖􀁗􀁈􀁕􀁖􀀃􀀋􀁄􀁊􀁈􀀃􀀘􀀓􀀃􀁄􀁑􀁇􀀃􀁒􀁙􀁈􀁕􀀌 8 teams 163 players approx. 8 coaches (1 per team) approx. 168 􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 (approx. 21 per team) Sixth Grade Girls 72 players approx. 8􀀓􀀃􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 7th & 8th Grade Boys 80 players approx. 200 􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 Chumash (grades 4 through 8) 180 players 􀁄􀁓􀁓􀁕􀁒􀁛􀀑􀀃􀀖􀀓􀀓􀀃􀂳􀁒􀁗􀁋􀁈􀁈􀁕􀁖􀂴 4 Total number of teams: 103 Total number of players (estimate): 2,474 Total number of coaches (estimate): 179 Approx. 73 officials attending the Shootout Approx. 80 tournament staff (scorers, trainers, field help, PR, website) Approx. 2,507 􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴 (family, friends, chaperones) Approx. TOTAL NUMBER OF ATTENDEES in 2010: 5,313 Estimated fan attendance over course of 9 day event: 12,100 􀂱 (this figure would 􀁌􀁑􀁆􀁏􀁘􀁇􀁈􀀃􀁖􀁒􀁐􀁈􀀃􀁗􀁒􀁘􀁕􀁑􀁄􀁐􀁈􀁑􀁗􀀃􀁄􀁗􀁗􀁈􀁑􀁇􀁈􀁈􀁖􀀃􀁓􀁕􀁈􀁙􀁌􀁒􀁘􀁖􀁏􀁜􀀃􀁆􀁒􀁘􀁑􀁗􀁈􀁇􀀃􀁄􀁖􀀃􀂳􀁒􀁗􀁋􀁈􀁕􀁖􀂴􀀃accompanying a team). b. Economic impacts to the retail, restaurant and lodging sectors of the community. After the 2010 Vail Lacrosse Shootout we sent an inquiry to all the participating teams asking for their estimates on lodging & food expenses, other activities while in Vail, retail purchases and intent to return to Vail. Following is a summary of what they reported back to us. 1) The average number of nights of lodging booked by teams/staff/officials was approximately 4.52 nights. 2) The range of what teams/staff/officials reported spending on lodging during their stay in Vail was between $1,000 and $25,144. For the 44 groups responding, the total spent on lodging was $339,300 with an average per group of $7,711. 3) 44 groups (including teams, staff & officials) responded as to the number of meals they purchased in restaurants. The total number of meals was 8,252 􀂱 an average of 188 meals per group. 4) The range of what teams spent on food during their stay was from $800 to $21,969. The total amount spent on food by the 48 groups (including teams, staff & officials) that responded to this question was $213,077 or an average of $4,439 per group. (NOTE: This amount does not include money spent at liquor stores or bars). 5) 56% of the teams responding to our survey reported to us that they and their family and friends accompanying them participated in other activities during their stay in Vail. The activities reported are biking, golfing, tennis, rafting, hiking, riding the gondola, fishing, zip line, and horseback riding. The range of what teams reported 5 spending 􀁒􀁑􀀃􀂳􀁒􀁗􀁋􀁈􀁕􀀃􀁄􀁆􀁗􀁌􀁙􀁌􀁗􀁌􀁈􀁖􀂴􀀃􀁚􀁋􀁌􀁏􀁈􀀃􀁌􀁑􀀃􀀹􀁄􀁌􀁏􀀃was from $120 to $6,410 with an average of $1,717 per team reporting. 6) 78% of the teams responding to our survey reported that their group made retail purchases while in Vail. The range of what teams estimated their retail purchases to be were from $100 to $10,000, with an average of $2,013 per team reporting. 7) When considering the economic impact, we can also extrapolate based on the information that has been reported to us to get an estimated total amount of what is spent by all teams for lodging, food, activities and retail purchases. When considering the average amount spent per team in those areas and using that average amount for all 103 teams, we can estimate that during the event the following amount of revenue is brought into the Vail Valley: Lodging: $794,233 Food $457,217 􀀋􀁇􀁒􀁈􀁖􀁑􀂶􀁗􀀃􀁌􀁑􀁆􀁏􀁘􀁇􀁈􀀃bar or liquor store purchases) Activities: $176,851 Retail Purchases: $207,339 Total Revenue: $1,635,640 (estimated) Note: The above does not include information from the approx. 200 Chumash competitors, the 6th grade girls division or the 7th & 8th grade boys divisions. c. Visitor Intent to Return. 46% of the teams that responded to our survey indicated that some members of their group do plan to return to Vail. The reasons given are skiing, vacations, summer weekends and to return to the Vail Lacrosse Shootout. 5. Potential for growth and development of sponsorships and media exposure. Media Exposure: We would like to do more co-op advertising with the Town of Vail as a means of attracting more families to Vail during our tournament. Co-op advertising would be beneficial in special publications published by the Denver Post relating to summer activities and special event listings. In addition, ad purchases would be made in Lacrosse and Inside Lacrosse magazines. We have been contacted by and will continue to pursue discussions with CBS College Sports Network about possible coverage of the Shootout on their network. Again, we are interviewing a marketing coordinator to assist with efforts to market the tournament Sponsorships: Each year we contact potential sponsors by sending out a sponsorship proposal package to companies that may have interest in our event. In the past these companies have included Coors, Frontier Airlines, Wells Fargo Banks, New Belgium Brewing Company, Budweiser, Marriott Hotels, Glaceau, Underarmour, Avis Rental Car, Horizon Banks, Crocs, United Airlines, 1stBank, Clif Bar, Pepsi, Primetimelacrosse.com; McDavid, Bacardi, Lax.com; Sports Authority, Adidas, Key 6 Bank, Maverick Lacrosse, Chipotle, Reebok and Nike. For 2011 we will continue to pursue these and other potential sponsors. 􀀙􀀑􀀃􀀃􀀫􀁒􀁚􀀃􀁇􀁌􀁇􀀃􀁗􀁋􀁈􀀃􀁈􀁙􀁈􀁑􀁗􀀃􀁌􀁐􀁓􀁄􀁆􀁗􀀃􀀹􀁄􀁌􀁏􀂶􀁖 􀂳􀀶􀁈􀁑􀁖􀁈􀀃􀁒􀁉􀀃􀀦􀁒􀁐􀁐􀁘􀁑􀁌􀁗􀁜􀂴􀀢 We strive to use local vendors for most services whenever possible, such as waste removal by Vail Honeywagon, tents from Alpine Party Rentals, staff lodging is reserved through Gore Creek Properties, and staff meals are catered by several local businesses such as Gourmet Cowboy, Smiling Moose Deli, Sand Bar Grill, Agava, Tap Room, Old Forge Pizza, 􀁄􀁑􀁇􀀃􀁗􀁋􀁈􀀃􀁏􀁒􀁆􀁄􀁏􀀃􀀺􀁈􀁑􀁇􀁜􀂶􀁖 and Subway sandwich shops. In the past we have offered youth free lacrosse clinics for local children, and we plan to offer a clinic in 2011, utilizing the talents of coaches and players attending the Shootout. In 2010, our Chumash youth event included a couple of Vail teams. The Vail Valley is a beautiful location in which to host our event and we appreciate the support of local businesses and agencies. We look forward to seeing you in 2011! 􀀚􀀑􀀃􀀃􀀧􀁈􀁖􀁆􀁕􀁌􀁅􀁈􀀃􀁄􀁑􀁜􀀃􀁄􀁑􀁇􀀃􀁄􀁏􀁏􀀃􀁐􀁈􀁄􀁖􀁘 􀁕􀁈􀁖􀀃􀁗􀁋􀁄􀁗􀀃􀁚􀁈􀁕􀁈􀀃􀁗􀁄􀁎􀁈􀁑􀀃􀁗􀁒􀀃􀁓􀁕􀁒􀁇􀁘􀁆􀁈􀀃􀁗􀁋􀁈􀀃􀁈􀁙􀁈􀁑􀁗􀀃􀁌􀁑􀀃􀁄􀁖􀀃􀂳􀁊􀁕􀁈􀁈􀁑􀂴􀀃and environmentally friendly manner as possible. Next to the trash receptacles, recycling receptacles were placed at the fields to encourage recycling by fans. Our training staff provides drinking water to the teams at each field location to discourage the use of individual plastic water bottles by teams. When our event is in the planning stages, we have moved away from communicating to teams, vendors, advertisers and sponsors through the use of paper and the mail service to communicating electronically. Online registration for teams is being discussed for the 2011 event.