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HomeMy WebLinkAbout2014 Vail Lacrosse Shootout RecapEvent Recap: Event Title Commission on Special Events November 5, 2014 Photo by Jack Affleck Event Title: Vail Lacrosse Shootout International Lacrosse Promotions, Jim Soran, Director Office: 303-779-2708 Mobile: 303-877-7977 jsoran@montgomerylittle.com 2 Town of Vail | CSE | 12/15/11 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 12/15/11 Standard of excellence met by: •Every year we receive feedback from tournament participants that the Vail Lacrosse Shootout is the summer tournament they prefer to attend over and above other summer tournaments, of which there are now many, due to the popularity of the sport. The long history and strong competition our tournament provides in each division is a factor. We always receive comments on what a well organized and well run event the Shootout is. Also, the comradery among players coming together in this beautiful setting and their enjoyment of visiting the Vail Valley in the summer is another reason teams want to come to Vail and continue to return. Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 •Exceeded expectations: This year’s event varied from any other Shootout. For the first time in our 42 year history the field of teams included three international teams in our Men’s Elite Division. Teams from New Zealand, Australia and Israel played in the Shootout and the Iroquois National Team trained in Vail prior to competing in the World Championships in Denver. The inclusion of these international teams provided a new challenge for our men’s elite teams and complimented the international “feel “ of the Town of Vail and its marketing efforts to promote international visitors. •Measures that could be taken for event improvement: We continue to seek event sponsors. A major event sponsor and the funding it would provide would be an improvement. Our efforts to market our event to potential sponsors are reviewed each year and we continue to try to improve our efforts in this area. •For repeat event, comparison to past years: Due to both the lack of fields due to the construction at Ford Park and the inclusion of these age groups at the World Championships, this year’s tournament did not include our men’s Masters, Supermasters and Grandmasters divisions. This resulted in fewer teams and a reduction in the economic impact to the town of Vail. 2015 will see the return of those divisions. Event Budget 5 Town of Vail | CSE | 12/15/11 •Total event budget: $135,030.00 •CSE funds: $15,000 •Profit and loss: See attached Profit & Loss Statement. Net loss of ($2,650.57). •Funding utilization: CSE funding is used to cover printing expenses of the tournament program and to pay costs associated with the tournament website. This year $5,000 of the funding was used to pay for promotions and marketing expenses including a sponsorship of the World Championships. The program ad placed in the World Championship program is attached. This program was available at the 10 day event that was attended by approx. 167,820 lacrosse fans. •In-kind sponsorship: We continue to pursue in-kind sponsorships with many of our sponsors – promoting their business to teams in exchange for their services. Those businesses offering us in-kind sponsorship in 2014 include: Colorado Time Systems, West Vail Liquor Mart, Agava, Smiling Moose Deli, Happy Valley Grill at the Vail Golf Cub, Larkburger, Lacrosse Graphics, Alpine Party Rental, Subway, Qdoba, Kid’s Adventure Games, Vail Ale House, Avon Bakery & Deli and Gameface Media . The value of the in-kind sponsorships we received this year was $6,325. •Cash sponsorship: In 2014 we received cash sponsorship income of $20,330. These sponsors included High Altitude Travel , US Lacrosse, Brine, Wendy's and Vail CSE. Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 12/15/11 •Estimated attendance: approx. 2,280 attendees (players, coaches, “others”, officials, staff, youth clinic participants); approx. 7,900 event spectators (we have adjusted downward our estimated number of spectators due to the absence of the Men’s Masters, Supermasters & Grandmasters Divisions in 2014). •If non-ticketed, method you used to estimate attendees: We request that teams complete and return a post event survey that includes their number of players & coaches and their estimate of others accompanying the team (chaperones, family, friends). We determine an average per team based on their reports. We base spectator attendance on our observance of crowd attendance at the various field venues during each division of the tournament. The spectator number includes some “others” and some participants that are spectators during other portions of the tournament. •% of people in Vail specifically for event: Of our 2,280 estimated total event attendees, 99% are in Vail specifically for our event. Of our 7,900 estimated spectator attendance, we estimate that approximately 85% are in Vail specifically for our event. •% of people attended previous years: 45 of last year’s 55 high school & elite teams returned in 2014. Of the total attendees in the high school and elite divisions in 2014 (2,280), approx. 1,870 or 82% would have also attended those divisions in 2013. Estimated Results* Demographic Profile 7 Town of Vail | CSE | 12/15/11 •Attendees came from (local, regional, out of state, international): Locally and regionally,attendees come from Colorado’s front range as well as from the Western Slope. Nationally, we strive to have each geographic region of the United States represented at the tournament. This year our high school event included teams from Maryland, Massachusetts, Nebraska, California, Arizona, Illinois, Minnesota, Utah, Texas, Oregon and Colorado. The elite divisions include former and current collegiate players from schools across the country as well as here in Colorado, including CU, CSU, DU, CC, Middlebury, Cornell, Clemson, Colgate, Loyola, Bucknell, Ohio State, Notre Dame, Syracuse, UVA and Drexel, to name a few. As mentioned above, this year’s attendees included players, coaches and others from New Zealand, Australia and Israel. Average age and income bracket of attendees: This year’s event included participants from 16 to 19 years old in the boys and girls high school divisions and participants from approx. 19 to 30 years old in the men’s and women’s elite divisions. Our youth clinic was attended by boys ranging from 7 to 12 years old. Our post event survey does not inquire about income bracket. A survey published by US Lacrosse in 2004 reported that 75% of all lacrosse fans and players had an annual income of $50,000 or more. Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 12/15/11 •Lodging: •attendees stayed in Town of Vail: 72% of teams stayed in Vail, Lionshead and E. Vail. •Average amount spent on lodging/day: average of $1,075 per team per day. Total lodging per day for 55 teams would then be $59,125 per day. •Estimated room nights booked due to event association: average of 20 room nights per team. Total room nights for 55 teams would then be 1,100 room nights •Lodging call to action: Based on team surveys, Vail is the location where teams prefer to stay. This year we used Vail Mountain School more extensively than in prior years due to the unavailability of Ford Park. We hope to continue and increase our use of that facility. Also, the completion of improvements to Ford Park will enable us to play more games at those fields which will in turn drive more teams to Vail for their accomodations. . Event Attendee Estimated Spending (continued) •Dining: An average of $3,227 per team was spent on food (restaurant meals, grocery & fast food). Total food costs for 55 teams would then be $177,485 on average. This does not include bar or liquor store purchases. •Shopping: The average amount teams spent on retail purchases was $1,129 per team. Total retail purchases for 55 teams would then be $62,095. However, many teams note that they are unsure about the retail purchases made by players and their families. •Other Activities: On average, 91% of teams responding to our survey report that they participate in other activities while in Vail and the average amount spent per team is $1,400. Total amount spent on other activities for 55 teams would then be $77,000. Town of Vail 9 Estimated Return on Investment (ROI)* 10 Town of Vail | CSE | 12/15/11 •Additional Town of Vail spending event generated: Using the average amount spent per team as reported to us on team surveys, we are able to extrapolate to get an estimate of what is spent by all teams for lodging, food, bar and liquor store purchases, activities and retail purchases. We estimate that in 2014 the following amount of revenue was brought to the Vail Valley during our event: Lodging: $290,400 Food: $177,485 Retail: $62,095 Bar & Liquor Store: $40,300 Activities: $77,000 Total Spending generated: $706,405 •Ratio of increased revenue to amount of funding received: Increased revenue to the Town of Vail - $706,405 – funding received $15,000. For every dollar in funding, $47 was generated to the Town of Vail in increased revenue. •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: Estimated lodging total - $290,400 x 5.4% lodging tax = $15,682 in lodging tax revenue. Estimated totals of food, bar & liquor purchases, retail purchases and activities - $356,880 x 4% sales tax = $14,275. Total additional sales tax revenue of $29,957. Visitor Intent to Return* 11 Town of Vail | CSE | 12/15/11 Satisfaction ratings: •Of those responding to this question on our survey, 46% said players on their team had plans to return to Vail. The reasons most frequently given for returning to Vail are skiing & snowboarding, vacations and to return to next year’s Vail Lacrosse Shootout. •Most teams report that while in Vail their team takes advantaqe of the multitude of outdoor activities available. Many teams report that while in Vail they also went rafting, golfing, fishing, took gondola rides, biking, hiking and horseback riding. We’ve received many comments from players in the Masters, Supermasters & Grandmasters Divisions that they missed coming to Vail this summer and can’t wait to get back in 2015. •Each year the feedback we receive from players and coaches is that our tournament is one of the most enjoyable and well run events they attend. Topline Marketing Efforts 12 Town of Vail | CSE | 12/15/11 •We strive to improve our marketing efforts each year and to follow and meet the requirements of the CSE marketing guidelines. A press release was created, submitted for approval by the CSE and distributed to outlets provided by the CSE marketing liason. The Shootout was also featured in a press release by one of our sponsors, Colorado Time Systems. Our youth clinic was promoted through a flyer distributed by the Vail Recreation District, placement at the Vail Welcome Center, and also through an ad in our tournament program and in the program for the Keen Kid’s Adventure Games. The tournament was promoted at the lacrosse World Championships in Denver. Our full page ad in that program is attached. The program was available at the 10 day event that was attended by approx. 167,820 lacrosse fans. We also promoted the return of our Masters, Supermasters & Grandmasters Divisions in 2015 by distributing a flyer to those divisions at the World Championships •We continue to increase our efforts to use the tournament website (www.vaillacrosse.com) as both a source of current information about the tournament and as a marketing tool. During the tournament a recap of each days’ events & photos are posted. This year the website had 24,000 visitors. We also continue to promote the tournament on social media sites – this year we had 2,432 Facebook likes , 2,084 Twitter followers and 321 Instagram followers. Our Klout score peaked at 62.52 on 7/12/14. Topline Marketing Efforts Continued We continue our support of the Keeper of Lacrosse program through US Lacrosse. Not only does the Keeper of Lacrosse program promote good sportsmanship by being awarded to players demonstrating the virtues of honor, respect and integrity, it also provides exposure for the Shootout with coverage in Lacrosse Magazine, which is read by 400,000 US Lacrosse members across the country. We feel that our tournament’s continued involvement with this program helps to define our tournament as a quality event that promotes and honors those athletes that demonstrate integrity not only in the game, but in their lives. This year we partnered with Gameface Media who provided free player and team photos with the tournament logo. The photos were promoted on the tournament’s Facebook page, the Gameface website (www.gamefacemedia.com) and on their sponsors’ websites. This relationship allows us to promote the Shootout not only through social media but also on other websites. Each year we provide scores and highlights of each days tournament action to The Vail Daily, who publishes tournament highlights, results and articles each day during the event. Attached are 2014 tournament photos published online by LaxPower.com. Town of Vail 13 Community Contribution 14 Town of Vail | CSE | 12/15/11 •Impact on Vail’s sense of community: •We do not charge admission so as to encourage more spectator attendance and to provide both visitors and Vail Valley residents the opportunity to see lacrosse played at its highest level by top players from across the country. •In an effort to promote the sport of lacrosse and to involve the community in our event we host a free, youth lacrosse clinic for boys ages 7 through 12. This year, approx. 30 youth took part in the clinic – they received prizes donated by the Denver Outlaws professional lacrosse team. This year a few well known players from the Iroquois National team assisted with the clinic. The clinic was promoted on our website, in our tournament program and in the Keen Kid’s Adventure Games program, and through distribution of information through the Vail Recreation District’s database. We received feedback from parents that it was a great experience for their boys and they plan to participate again next summer. Sustainability Efforts Green Measures 15 Town of Vail | CSE | 12/15/11 •At all field venues, recycling receptacles are placed in close proximity to trash cans. •Our training staff provides drinking water in Gatorade coolers to the teams at each field to discourage the use of individual plastic water bottles by teams. •All communications with teams, vendors, sponsors, advertisers and media is electronic rather than using paper and mail service. •Teams, players and coaches register at our tournament’s online site eliminating the need for paper player waivers and US Lacrosse membership confirmations. Team rosters and program write-ups are submitted to us by email. Additional Information 16 Town of Vail | CSE | 12/15/11 •A copy of an article appearing in the online version of Lacrosse Magazine (www.LaxMagazine.com) on July 6 . •A copy of an article appearing on the Hofstra University website on July 8. •A copy of an article about the sport of lacrosse that appeared on the front page of the Denver Business Journal in the July 11th issue. •A copy of an article in the December 2013 issue of Lacrosse Magazine which includes Jim Soran as a co-chair of the 2014 World Championship Host Committee and mention of the 2014 Vail Lacrosse Shootout. •2014 NFHS data on high school lacrosse sponsorship and participation rates, demonstrating the growth of high school lacrosse. •Vail Lacrosse Shootout press release and press release issued by Colorado Time Systems featuring the Shootout •Vail Shootout program ad in the FIL World Lacrosse Championship program •Vail Shootout program ad in the Keen Kid’s Adventure Games program Additional documents attached to presentation: