HomeMy WebLinkAbout2014 King of the Mountain Volleyball RecapEvent Recap:
42nd Annual Vail King of the Mountain Open
Commission on Special Events
August 6, 2014
Photo by Jack Affleck
42nd Annual King of the Mountain Open
Father’s Day Weekend – June 14-15, 2014
Leon Fell, King of the Mountain Volleyball
Office: 970-948-0395
Mobile: 970-948-0395
leonfell@rof.net
2 Town of Vail | CSE | 8/6/2014
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 8/6/2014
Standard of excellence met by:
•Presentation of promotional materials in national, regional, and local
advertising/promotions.
•Inclusion of Vail “Like Nothing on Earth!” logo on all promotional
materials.
Event Strengths & Weaknesses
4 Town of Vail | CSE | 8/6/2014
•Exceeded expectations: 643 total teams. 5% growth over 2013.
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 numbers of
spectators; specifically, the presence of not only immediate family
units with juniors participants; but, also, the amount of family
reunions centered around the Event.
Event Budget
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•Total event budget: Attached.
•CSE funds: $15,000
•Profit and loss: Attached.
•Funding utilization: Operations.
•In-kind sponsorship:
•John Paul Mitchell Systems/Wilson Sporting Goods/Nature
Valley/Voss/Go Girl Energy Drink/Park ‘n Sun Sports/Vail
Daily/KZYR-FM/Vendetta’s Ristorante/Various Lodging
Properties/Various Restaurants.
•Cash sponsorship: $3,500
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance: 1,285 participants (plus, families and entourages)
•% of people in Vail specifically for event: 85%
•% 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
families attended Juniors competition; including full family reunions.
•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, 85%
•Average amount spent on lodging/day: Approximately, $166
•Estimated room nights booked due to event association: 1,851
•Lodging call to action: Direct promotion via “Official Lodging
Representatives” and listing of primary central reservations number.
Incremental spending (approximate): $235,000
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 8/6/2014
•Additional Town of Vail spending event generated: $235,000
•Ratio of increased revenue to amount of funding received: 1/1
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax: $26,000
* 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:
•Approximately 95% of 2014 participants/attendees attended the
Event in the past.
•Approximately 90% indicated a desire to return to the Event in the
future.
* Based on survey results.
Topline Marketing Efforts
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•National Magazine Ads
•Social Media: Facebook/YouTube postings/Twitter
•Direct Mail/Direct E-Mail
•Regional/Local Radio & Newspaper
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. Other notable “local” donors came in the
form of the various lodging properties who “house” our Event
staff as well as Corporate services such as CME.
Sustainability Efforts
Green Measures
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•Recycling done on both playing fields.
•Low impact noise.
•Low impact to traffic and traffic flow.
•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.
Additional documents attached to presentation:
2014 EVENT PROFIT & LOSS STATEMENT
INCOME:
Sponsorships & Donations:
Town of Vail: $15,000.00
Corporate Sponsors: 3,500.00
Team Registration Fees: 40,865.00
Merchandising Fees: 750.00
Total Income: $60,115.00
Expenses:
Administrative:
Producer: $12,500.00
Assistant/Secretarial: 277.88
Production Assistant: 500.00
Cost of Sponsorship Sales: 3,700.00
(commissions)
Office Expenses:
(rent/utilities/phone/supplies/internet service, etc.): 3,466.28
Production Equipment Storage 769.00
Marketing/Promotions:
Artwork: 1,185.00
Poster Production: 336.60
Direct Mail: 1,137.88
Radio:
Newspaper:
Web Site Maintenance: 120.00
Promotional Travel: 835.35
Licenses/Fees:
Event Insurance: 619.00
Town of Vail Permits: 225.00
Field(s) Rental: 4,040.00
Bank Fees: 191.00
Retail Sales Tax: 94.38
Production Expenses:
Tourney Director: 2,700.00
Miscellaneous Director’s expenses: 48.00
Cost of Registration: 3,862.00
Production Crew: 6,500.00
Supplies: 65.60
Lodging (1 night additional production crew): 195.46
P.A. Rental 350.00
Port-A-Potties/Trash: 2,435.14
Equipment Truck Rental & Gas: 1,072.18
CME Courtesy Van: 780.00
Miscellaneous Expenses: 644.71
Charitable Contribution: 612.00
Player’s Party: 250.00
Prize Money: 7,500.00
Total Expenses: $57,012.46
PROFIT/LOSS (+/-) ($ + 3,102.54)
In-Kind Contributions Come From:
John Paul Mitchell Systems
Nature Valley Bars
Voss
GoGirl Energy Drink
Vail Resorts
Various Lodges
Wilson
KZYR 97.7
KSNO 103.9
Vendetta’s
Vail Daily
Park & Sun Sports
Bob Blackburn Photography
Australian Gold
2014 Proposed Budget
INCOME:
Sponsorships & Donations:
Town of Vail: $45,000.00
Corporate Sponsors: 25,000.00
Team Registration Fees: 39,000.00
Total Income: $109,000.00
Expenses:
Administrative:
Producer: $ 10,000.00
Assistant/Secretarial: 2,500.00
Cost of Sponsorship Sales: 5,000.00
(commissions)
Office Expenses:
(rent/utilities/phone/supplies/internet service, etc.): 5,500.00
Production Equipment Storage 870,00
Marketing/Promotions:
Marketing Plan, Etc. 2,500.00
Artwork: 1,500.00
Poster Production/Distribution 650.00
Direct Mail: 1,500.00
Radio: 500.00
Newspaper: 210.00
Web Site Maintenance: 285.00
Licenses/Fees:
Event Insurance: 750.00
Town of Vail Permits: 225.00
Field(s) Rental: 4,500.00
Retail Sales Tax: 100.00
Production Expenses:
Tourney Director: 3,500.00
Cost of Registration: 2,000.00
Production Crew: 6,000.00
Lodging (additional for crew): 250.00
Capital Expenditures: 500.00
P.A. Rental 350.00
Port-A-Potties: 900.00
Equipment Trucks Rental & Gas: 1,200,00
Miscellaneous Expenses: 500.00
Player’s Party: 250.00
Prize Money: 10,000.00
Special Event/AVP All-Stars:
Site development (sand court/pa/announcer/etc.): ????????
Kerri Walsh Appearance Fee: 25,000.00
Airfare -- AVP All-Stars: 3,600.00
Meals: 500.00
Driver’s Tips (CME): 200.00
Total Expenses (not counting “site development costs”, tbd: $89,190.00
-page 2-
In-Kind Contributions Come From:
John Paul Mitchell Systems
Nature Valley Bars
LaraBars
Deja Blu Water
GoGirl Energy Drink
Barefoot Wine & Bubbly
Vail Resorts
Proposed In-Kind Contributions For “Special Event” AVP All-Stars:
The Sonnenalp Lodge & Spa
CME (Colorado Mountain Express)