HomeMy WebLinkAbout2013 Kick-It Soccer RecapEvent Recap: 2013 Kick It 3v3
Rocky Mountain Regional
Commission on Special Events
July 26-28, 2013
Photo by Jack Affleck
Kick It 3v3 Rocky Mountain Regional:
July 26-28, 2013
North American Sports Group
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Brandon London
Event Manager
blondon@nasportsgroup.com
Bryce Thornburg
Senior Manager, Sales & Operations
Bthornburg@nasportsgroup.com
Office: 303.948.7108
Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
•Active lifestyle of participants
•Household income
•Vail attracts teams due to its world class
amenities
•Soccer players enjoy biking, running,
hiking, golfing, camping, skiing
•Soccer Parents will shop, dine, enjoy
nightlife
•Multitude of family activities: hikes,
playgrounds, restaurants, live music, rafting
•Shopping
Event Strengths & Weaknesses
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•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.
•Added activities: King of the Pitch Presented by Mitre and held
at Solaris Plaza
•Brought families and participates to Vail Village for a fun,
round-robin type tournament open to the public.
•Created an opportunity for Vail locals and other tourists to
interact with the event
•Measures that could be taken for event improvement: More
activities, games, vendors and food outside of the event (in Vail
Village) to grow interaction with the local community.
•Comparison to past years: Continued to grow competitive
divisions and maintain high team counts. Added training
academies, leagues and camps to continue growing 3v3
participation in the Rocky Mountain Region.
Event Budget
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•CSE Funds: $40,00
•Profit of- (see attached)
•Funding Utilization- (see attached)
•In-kind Sponsorship- (see attached)
•Cash Sponsorship – (see attached)
Estimated Results*
Attendance Numbers
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Event Attendance:
•Team Counts: 295*
•Event Participants: 1,770
•Event Spectators: 18,585**
•Total Attendance: 23,895
•Returning Teams: 177
•2013 New Teams: 118
(*257 paid, 38 comp)
(**over three days)
Estimated Results*
Demographic Profile
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•Local Teams: <1%
•In State Teams: 87%
•Out of State Teams: 12%
•Median 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
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•Lodging:
•% of attendees stayed in:
•Vail: 90%
•Avon: 4%
•Beaver Creek: 4%
•Summit/Other: 2%
•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 2013 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
•Local restaurants were promoted onsite (back of field maps) and online via the Kick It
3v3 website tournament info page
•$40/person/day
$40 *3*7,080= $849,600
* Based on survey results.
Estimated Return on Investment (ROI)*
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•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; $40,000
•Return:
•Lodging
•Dining
Visitor Intent to Return*
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Satisfaction ratings:
92 % of respondents rated the Vail
Regional experience as an
“excellent ” or good value for the
money.
Overall 95%* of event participants
plan to return to Vail to participate in
Kick it for the 2014 Regional event.
* Based on survey results.
Topline Marketing Efforts
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•Print material
•Produced event flyers, post cards, newsletters, ad in the Vail Daily
•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 10 weeks before the event.
•Marketing in other local markets
•The Vail Kick It tournament is one of our 7 “regional” events. Every team that
attends Vail attended a local event from the following markets: Kansas, Nebraska,
New Mexico, Utah, Oklahoma, Iowa, Illinois, Missouri, Texas, Colorado (4events),
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
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•Impact on Vail’s sense of community:
•The Kick It 3v3 Rocky Mountain Regional brings in
tourists and returning clientele during Vail’s offseason
•The tourists/participants stay in hotels, dine at local
restaurants, and partake in other activities Vail offers (i.e.
camping, hiking, rafting)
•This helps out the economic impact for Vail during the
offseason
•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
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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!
•Hotel list where participants stayed:
•Apex Holiday Inn Hyatt Tower Lodge
•Arrowhead Condos Landmark Lions Head Vail Int ’l Condos
•Avon Village Lions Head Inn Vail Manor
•Beaver Creek Lodge Lions Square lodge Vail Racquet Club
•Cascade Lodge Tower Vail Spa Condos
•Christiana Manor Vail
•Christie Lodge The Marriot
•Comfort Inn, Beaver Creek Montaneros
•Lionshead Condo Mountain Haus Vail
•Destination Resorts Vail Stitzmark Lodge
•Evergreen Lodge Sun Vail
•Fall Ridge The lodge
•Gasthof Gramshammer The Wren
•Holiday Inn Timber Falls
Additional Information
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Lodging
Additional Information
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Additional documents attached to presentation:
•2013 Budget
Vail, CO 2013 Costs
Teams 295 (38 comp teams)
Number of Divisions 50
Entry Fees 64,250.00$
Local Sponsorship Sales 40,000.00$
Merchandise Net 600.00$
Concessions -$
Other Revenue -$
Total Revenue 104,850.00$
Registration Form Printing 3,000.00$
Grassroots Marketing 7,150.00$
Local Event Market Realocation 4,200.00$
Other Marketing 3,200.00$
Postage 1,800.00$
Total Marketing Expense 19,350.00$
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 500.00$
Facilities Rent 5,575.00$
Portable Toilets 1,800.00$
Trash 500.00$
Overnight Security 1,000.00$
Player Insurance 2,360.00$
Event Director(s)(3)6,000.00$
Road Crew 1,800.00$
Temp Labor 2,500.00$
Lodging staff/referees 6,974.00$
Auto 600.00$
Meals 2,400.00$
Referee Meals 750.00$
Ice/Water 550.00$
Fuel for Generators 300.00$
Total Direct Event Expenses 60,609.00$
Total COGS 79,959.00$
Corp Overhead Allocation 7,000.00$
Total Overhead 7,000.00$
Total Expenses 86,959.00$
Net Profit 17,891.00$
Facilies Rent 5,575.00$
Portable Toilets 1,800.00$
Trash 500.00$
Misc. Tourney Expense 1,000.00$
Meals 2,400.00$
Staff/Ref 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