HomeMy WebLinkAbout2012 Kick-It RecapEvent Recap: 2012 Kick It 3v3
Rocky Mountain Regional
Commission on Special Events
August 29, 2012
Photo by Jack Affleck
Kick It 3v3 Rocky Mountain Regional:
July 27-29, 2012
Lagardere-Unlimited – Team Championships International
2 Town of Vail | CSE | 8/29/12
Bryce Thornburg
Regional Event Director
Bthornburg@lagardere-unlimited.com
Dan Cramer
Executive Vice President
Dcramer@lagardere-unlimited.com
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 8/29/12
Standard of excellence met by:
•Active lifestyle
•Household income
•Soccer players enjoy biking, running,
hiking, golfing, fishing, skiing
•Soccer Parents will shop, dine, enjoy
nightlife
•Family activities, hikes, playgrounds,
restaurants, live music, rafting
•Shopping
•Outdoors
Event Strengths & Weaknesses
4 Town of Vail | CSE | 8/29/12
•Exceeded expectations: Extended tournament to
three full days as well as moved start times up to
10:00 AM on Friday, all teams played Friday
Saturday and Sunday. This change brought more
teams into the town of Vail on Thursday night and
ultimately generated more room nights.
•Measures that could be taken for event
improvement: More activities, games, vendors and
food within the event. This will result in activities for
the whole family.
•For repeat event, comparison to past years: Event
saw team growth, building competitive divisions with
more teams. Repeat participants became familiar
with parking, hotel procedures, as well as activities
available in the town of Vail. Dining and Recreation.
Event Budget
5 Town of Vail | CSE | 8/29/12
•CSE Funds: $35,000
•Profit of- (see attached)
•Funding Utilization- (see attached)
•In-kind Sponsorship- (see attached)
•Cash Sponsorship – (see attached)
Estimated Results*
Attendance Numbers
6 Town of Vail | CSE | 8/29/12
Event Attendance:
•Team Counts: 295
•Event Participants: 1,770
•Event Spectators: 15,930*
•Total Attendance: 17,700
•Returning Teams: 208
•2012 New Teams: 87
(*over three days)
Estimated Results*
Demographic Profile
7 Town of Vail | CSE | 8/29/12
•Local Teams: <1%
•In State Teams: 82%
•Out of State Teams: 17%
•Including 5 International teams from Mexico that stayed
a full week.
•Income: household income $75,000
53% 47%
Player Gender
Male
Female
45%
40%
7% 8%
Player Age
6-10
11-14
15-18
19+
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 8/29/12
•Lodging:
•% of attendees stayed in:
•Vail: 84%
•Avon: 6%
•Beaver Creek: 6%
•Summit/Other: 4%
•Average amount spent on lodging/day:
•$145/room
•Estimated room nights booked due to event association:
•295 teams * 6 rooms/night * $145/room * 3 nights = $769,950
•Lodging call to action:
•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. The Official Kick It 3v3 HOST HOTEL
of the 2012 Rocky Mountain Regional was the Evergreen Lodge. The hotel logo and
contact information was included on all marketing materials for the event.
•Dining/Shopping Revenue
•$40/person/day
$40 *3*7,080= $849,600
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 8/29/12
•Additional sales tax revenue generated
by event accrued to Town of Vail:**
•Lodging Tax: $36,664
•Sales Tax: $32,677
•Total Tax: $69,341
* Based on survey results.
** Town of Vail sales tax = 4%. Lodging tax = 5%
•Vail Investment; $35,000
•Return:
•Lodging
•Dining
Visitor Intent to Return*
10 Town of Vail | CSE | 8/29/12
Satisfaction ratings:
Overall 95%* of event participants
plan to return to Vail to participate in
Kick it for the 2013 Regional event.
This is also indicated by the return
teams that played in the 2011 event
returning to the 2012 being at 95%
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 8/29/12
•Print material
•Produced event flyers, post cards, newsletters
•Social media and online
•Facebook and Twitter posts to target and key demographics
•Email blasts to market the event. Emails were sent to all previous and current
participants once a week starting twelve weeks before the event.
•Marketing in other local markets
•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 , Colorado (4events), and added
Grand Junction and Pueblo affiliate tournaments . 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.
•Soccer Clubs
•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.
Community Contribution
12 Town of Vail | CSE | 8/29/12
•Impact on Vail’s sense of community:
•With the world of soccer at large having a value of
inclusivity it is fairly easy for the Kick It organization to
lend itself to having a strong sense of community. Many
players, families and moreover teams plan their trip to
Vail as a unit focusing on group dining, lodging and
outside recreation activities.
•Kick it prides itself on providing a family friendly, “festival
type” environment. This environment is aimed at being
enjoyable for not only participants and their families but
for outside spectators including locals and travelers.
Sustainability Efforts
Green Measures
13 Town of Vail | CSE | 8/29/12
Kick It 3v3 contracted Vail
Honeywagon services as
well as Vail Parks and Rec to
provide recycling receptors
that were placed all over
Ford Fields and Vail Athletic
fields!
After each day concluded,
staff emptied the receptors
into the recycling
receptacles!
Additional Information
14 Town of Vail | CSE | 8/29/12
Additional documents attached to presentation:
•2012 Budget
Vail, CO 2012 Costs
Teams 295 (22 comp teams)
Number of Divisions 50
Entry Fees 65,520.00$
Local Sponsorship Sales 35,000.00$
Merchandise Net 600.00$
Concessions -$
Other Revenue -$
Total Revenue 101,120.00$
Registration Form Printing 2,000.00$
Grassroots Marketing 7,150.00$
Local Event Market Realocation 4,200.00$
Other Marketing 2,200.00$
Postage 1,200.00$
Total Marketing Expense 16,750.00$
Shipping 150.00$
T-Shirt Premiums 7,810.00$
Awards 7,640.00$
Event Trucking 2,000.00$
Referees 7,900.00$
Ref Assignor 1,500.00$
First Aid 480.00$
Facilities Rent 5,575.00$
Portable Toilets 1,800.00$
Trash 500.00$
Overnight Security 850.00$
Player Insurance 2,360.00$
Event Director(s)(3)6,000.00$
Road Crew 1,800.00$
Temp Labor 1,800.00$
Lodging staff/referees 6,974.00$
Auto 600.00$
Meals 2,400.00$
Referee Meals 750.00$
Ice/Water 550.00$
Fuel for Generators 200.00$
Total Direct Event Expenses 59,639.00$
Total COGS 76,389.00$
Corp Overhead Allocation 7,000.00$
Total Overhead 7,000.00$
Total Expenses 83,389.00$
Net Profit 17,731.00$
Facilies Rent 5,575.00$
Portable Toilets 1,800.00$
Trash 500.00$
Misc. Tourney Expense 1,000.00$
Meals 2,400.00$
Staff lodging 6,974.00$
Referee Meals 750.00$
Ice/Water 550.00$
Generator Fuel 200.00$
Total 19,749.00$
Money reinvested back into community