HomeMy WebLinkAbout3.e. 2014 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
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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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
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•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
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•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
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•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
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•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
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•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.
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Estimated Return on Investment (ROI)*
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•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*
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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
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•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.
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Community Contribution
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•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
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•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
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•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: