HomeMy WebLinkAbout2013_06_14 King of the Mtn Recap_RevisedEvent Recap: 41st Annual Vail King of the Mountain Open
Commission on Special Events
December 4, 2013
Photo by Jack Affleck
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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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Town of Vail | CSE | 12/15/11
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Town of Vail | CSE | 12/15/11
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.
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Event Strengths & Weaknesses
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Town of Vail | CSE | 12/15/11
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’.
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Event Budget
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Town of Vail | CSE | 12/15/11
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
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Estimated Results*
Attendance Numbers
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Town of Vail | CSE | 12/15/11
* 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%
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Estimated Results*
Demographic Profile
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Town of Vail | CSE | 12/15/11
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)
Famil
y (junior players playing with their fathers – approximately 20% of participants)
* Based on survey results.
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Estimated Results*
Event Attendee Estimated Spending
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Town of Vail | CSE | 12/15/11
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.
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Estimated Return on Investment (ROI)*
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Town of Vail | CSE | 12/15/11
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
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Visitor Intent to Return*
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Town of Vail | CSE | 12/15/11
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.
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Topline Marketing Efforts
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Town of Vail | CSE | 12/15/11
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
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Community Contribution
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Town of Vail | CSE | 12/15/11
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.
Contrib
utions 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.
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Sustainability Efforts
Green Measures
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Town of Vail | CSE | 12/15/11
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.
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Additional Information
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Town of Vail | CSE | 12/15/11
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:
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