HomeMy WebLinkAbout2013 King of the Mtn Recap Revised 11_10Event Recap:
41st Annual Vail King of the Mountain Open
Commission on Special Events
December 4, 2013
Photo by Jack Affleck
Event Title: June 14-16, 2013
Leon Fell, King of the Mountain Volleyball
Office: 970-948-0395
Mobile: 970-948-0395
leonfell@rof.net
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
Bullet 1 Presentation of promotional materials both for the actual
tournament and for the “Special Event”: AVP All-Stars.
Bullet 2 Inclusion of Vail “Like Nothing on Earth!” logo on all
promotional materials.
Event Strengths & Weaknesses
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•Exceeded expectations: 612 total teams. 11% growth over 2012.
Measures that could be taken for event improvement:
There are certain intrinsic details to infra-structure that need
more attention: i.e. more paid personnel to perform specific
functions required on a consistent basis.
•For repeat event, comparison to past years:
• Fantastic turnout; both in actual participation and in the junior’s
FREE beach volleyball clinic. As well, larger number of families
attending due to “Special Event” – ‘AVP All-Stars featuring Kerri
Walsh -Jennings’.
Event Budget
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•Total event budget: Attached.
•CSE funds: $7,500 -- Additional $18,100 related to “Special Event”.
•Profit and loss: Attached.
•Funding utilization: Operations.
•In-kind sponsorship:
•John Paul Mitchell Systems/Wilson Sporting Goods/Barefoot
Wine & Bubbly/LaraBar/Nature Valley/Deja Blu/Go Girl Energy
Drink/Park ‘n Sun Sports/Vail Daily/KZYR-FM/Vendetta’s
Ristorante/Various Lodging Properties/Various Restaurants.
•Cash sponsorship: $1,500
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance: 1,224 participants (plus, families and entourages)
•% of people in Vail specifically for event: 80%
•% of people attended previous years: 95%
Estimated Results*
Demographic Profile
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•Attendees came from (local, regional, out of state, international):
•Majority of participants/attendees came from around the Rocky
Mountain Region with the Front Range of Colorado being the largest
percentage. Many local families attended the “Special Event” and
the junior’s and Father/Son & Father/Daughter events.
•Average age and income bracket of attendees:
•Average income: $83,000
Majority of participants range in three distinct age groups:
Juniors (aged 12-18 -- approximately 20% of participants)
Adults (aged 25-40 -- approximately 60% of participants)
Family (junior players playing with their fathers – approximately
20% of participants) * Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
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•Lodging:
•% attendees stayed in Town of Vail: Approximately, 80%
•Average amount spent on lodging/day: Approximately, $125
•Estimated room nights booked due to event association: 1,763
•Lodging call to action: Direct promotion via “Official Lodging
Representatives” and listing of primary central reservations number.
Incremental spending (approximate): $220,000
* Based on survey results.
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated: $220,000
•Ratio of increased revenue to amount of funding received: 6/1
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax: $24,000
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information:
http://www.vailgov.com/subpage.asp?dept_id=48
Visitor Intent to Return*
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Satisfaction ratings:
•Bullet 1 Approximately 95% of 2013 participants/attendees
attended the Event in the past.
•Bullet 2 Approximately 88% indicated a desire to return to the
Event in the future.
•Bullet 3 “Special Event” held particular interest and excitement for
all participants/attendees (especially families).
* Based on survey results.
Topline Marketing Efforts
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•Bullet point Number 3 National Magazine Ads
Bullet point Number 4 Social Media:
Facebook/YouTube postings/Twitter
Bullet point Number 5 Direct Mail/Direct E-Mail
•Bullet point Number 6 Regional/Local Radio & Newpaper
Community Contribution
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•Impact on Vail’s sense of community:
Many retail outlets, especially restaurants, contribute to this
particular Event with gift certificates being given to “finishers”
of said Tournament.
Contributions by specific entities helped to produce the
“Special Event”: notably; the Sonnenalp Resort & Spa and
CME (Colorado Mountain Express).
We feel that there was a tremendous sense of pride within the
Community to be bringing in the caliber of participants at the
“Special Event”; as well as having a “part” in helping to
produce the actual overall Event.
Sustainability Efforts
Green Measures
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•Bullet point Number 4 Recycling done on both playing fields.
•Bullet point Number 5 Low impact noise.
•Bullet point Number 6 Low impact to traffic and traffic flow.
•Bullet point Number 7 Low impact to playing fields: i.e. no
major structures (bleachers, tents)
erected. No “spikes” allowed on courts.
Additional Information
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•Provide detailed budget in attachment please
•Provide ROI explanation in attachment please
•Bullet point
•There are, always, those that, with every Event, feel that
it doesn’t either “fit” with their expectations; or, that it’s
too expensive, etc. However, we feel that 95% of our
past/present/future participants/attendees want to; and,
continue to come back year-after-year.
Additional documents attached to presentation: