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HomeMy WebLinkAboutVail EVENT RECAP - Special Events 2011Vail Commission on Special Events 2011 Event Summary 2011 Rocky Mountain Regional Overview - The 2011 tournament was extended to 3 full days. All teams played a minimum of on game on Friday. We did not encounter any afternoon storms and teams were able to enjoy Vail activities and restaurants in the afternoons. This change also brought more teams into the Town of Vail on Thursday night and generated more room nights. - Participants were fully notified of the parking constrictions before the event started. There were no cars towed from the frontage road during the event. - The Town of Vail bus system did a wonderful job transporting teams to and from the fields in a timely manner. Kick It 3v3 Soccer Tour Overview •Lagardère Unlimited! Lagardère Unlimited is the Grassroots events company generating national sports tours in Soccer, Basketball and Football. With a core management team that has produced 1,800+ events since 1990, Lagardère brings experience and expertise to every event we manage and produce. •What is the Kick It 3v3 National Soccer Tour? The Kick It 3v3 National Soccer Tour is a series of outdoor, small-sided soccer tournaments for male, female and coed teams of all abilities, ages five through adult. •Participants Love the Kick It 3v3 Soccer Concept! Players love our version of soccer because it is offensive minded, rewarding individual skill as well as teamwork. Parents and spectators love the Kick It 3v3 National Soccer Tour for its excitement and high scoring games. Our event is a festival atmosphere for the whole family! •The National Tour! Each local event is a qualifier for the 2011 Regionals which, in turn, are qualifiers for the World Championships taking place in at ESPN’s Wide World of Sports Complex© in Orlando, FL. 2011 Attendance Numbers Attendees: Team Count 290 Event Participants 1740 Event Spectators 15660 over 3 days Estimated Total Event Attendance 17400 Demographics: Returning Teams: 225 2011 New Teams: 65 State Representation at 2011 Rocky Mountain Regional •Kansas 1% Kansas City, Leawood •Nebraska 4% Gering, Lincoln, Omaha, Scottsbluff •New Mexico 2% Albuquerque, Rio Rancho •Oklahoma 1% Ponca City •Missouri 1% Lees Summit •South Dakota 1% Summerset •Arizona 1% Maricopa •Colorado 87% •Iowa 1% Council Bluffs, Urbandale •Utah 1% South Jordan Aurora, Boulder, Brighton, Broomfield, Castle Rock, Centennial, Colorado Springs, Denver, Edwards, Elbert, Englewood, Erie, Ft. Collins, Golden, Grand Junction, Greeley, Greenwood Village, Henderson, Highlands Ranch, Lafayette, Lakewood, Latimer, Larkspur, Littleton, Lone Tree, Longmont, Louisville, Loveland, Mead, Monument, Northglenn, Parker, Pine, Platteville, Pueblo, Pueblo West, Rye, Thornton, Vail, Westminster, Windsor •Local Teams <1% •In State Teams 87% •Out of State Teams 12% State Representation at the 2011 Rocky Mountain Regional “Green” Kick It 3v3 Environmentally Friendly Event Kick It 3v3 Staff contracted Vail Honeywagon services to provide recycling receptors that were placed all over Ford Fields and Vail Athletic fields! After each day concluded, Vail staff emptied the receptors into the recycling dumpster! 2011 Marketing Overview Kick it 3v3 produced event flyers, post cards, newsletters, Facebook posts and email blasts to market the event. Emails were sent to all previous and current participants once a week starting twelve weeks before the event. The Vail Kick It tournament is one of our 10 “regional” events. Every team that attends Vail attended a local event from the following markets: Arizona, Kansas, Nebraska, New Mexico, Utah, Oklahoma, Iowa and Colorado. The Rocky Mountain Regional is promoted at each of these “local” events. This particular tournament is a desired destination for many Kick It 3v3 teams as they fight to qualify for a regional. Every Soccer Club Kick It 3v3 works with will promote all Kick It regional tournaments including the Rocky Mountain Regional. Tour Sponsors, local soccer facilities and stores as well as youth soccer organizations will be marketed to for event awareness. The competitive environment that the Kick It 3v3 tour creates will promote and market the regional events for us. Through player awareness and the goal to achieve regional qualification the tournament promotion is achieved. 2011 Spending By Event Attendees Total Estimated Spending =$1,440,720 The average team has approximately 21 guests = 6 rooms per team/night Percentage of attendees stayed in: Vail: 82% Avon: 7% Beaver Creek: 7% Summit/Other: 4% Each guest stays an average of 2.4 room nights for the event This is a result of adding games on Friday- additional rooms on Thursday and Sunday. Average amount spent on Lodging per day: $145/room Estimated Hotel Revenue: 290 teams * 6 rooms/night * $145/room * 2.4 nights = $ 605,520.00 Dining / Shopping Revenue: $40/person/day (Total attendance 17,400) 40 * 3 * 6,960 = $835,200 Lodging for Participants and Families The Official Kick It 3v3 HOST HOTEL of the 2011 Rocky Mountain Regional was the Evergreen Lodge. The hotel logo and contact information was included on all marketing materials for the event. The Hotel Logo was also placed on all Event T-shirts that were given to teams that played in the event as well. Estimated Number of Room Nights: 4,176 The Town of Vail hotels were promoted through links on the Kick It 3v3 website, Facebook page and email blasts to all teams prior to the event. • Primary Zip Code of 2011 Teams: See Attached for Event State Representation • Number of Day visitors: One Vail Team participated in the event • 65 New Teams to Vail Regional • 4,176 Total Room Nights • Type of housing: Both Hotel/Condo (See attached for breakdown of locations) • Average amount spent on housing accommodations: $140/night • Average of 21 people per team stayed in the Town of Vail • How many under 17 in each group/team: See attached for Demographics breakdown • How did teams learn about the event: Kick It 3v3 Soccer Tour/ Qualifying Events • Dining/Drinks/Shopping and/or participation in other activities within the Town of Vail: See attached for breakdown of spending by event attendees • Amount spent in retail establishments within the Town of Vail? See attached for breakdown of spending by event attendees Activities Attended by groups: Golf, skiing, rafting, hiking, biking and Spa Services • Did groups come to Vail specifically for this event: YES- All groups that were surveyed! • Group attendance from 2010: See attached for breakdown of returning teams to event • Availability of Food and Beverages: No concessions on Friday at Ford Fields • Timing of the event/activities: Positive feed back with the earlier games spread across 3 days • Ease of Access/Availability of Parking: Positive feedback on Bus System from “free” parking garage to playing fields • Directional and/or Informational Signage: Negative feedback on walking directions and length to and from the Athletic Fields to Ford Fields • Amount that group spent directly at this event (total)? $1,440,720.00 • The following best describes the annual household income (before taxes) of group: $100K- $149K and $150K- $199K CSE Intercept Survey Template Team Championships International Primary Contacts Kristin Moyer– ext 32 Regional Event Director Kmoyer@lagardere-unlimited.com Rich Pearson – ext 11 Tour Manager – Kick It 3v3 RPearson@lagardere-unlimited.com Dan Cramer – ext 38 President & CEO DCramer@lagardere-unlimited.com