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Home My WebLink About4.b. 2014 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 5 Town of Vail | CSE | 8/6/2014 •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 6 Town of Vail | CSE | 8/6/2014 * 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 7 Town of Vail | CSE | 8/6/2014 •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 8 Town of Vail | CSE | 8/6/2014 •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* 10 Town of Vail | CSE | 8/6/2014 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 11 Town of Vail | CSE | 8/6/2014 •National Magazine Ads •Social Media: Facebook/YouTube postings/Twitter •Direct Mail/Direct E-Mail •Regional/Local Radio & Newspaper Community Contribution 12 Town of Vail | CSE | 8/6/2014 •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 13 Town of Vail | CSE | 8/6/2014 •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 14 Town of Vail | CSE | 8/6/2014 •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)