HomeMy WebLinkAbout3.f. 2014 Kick It 3v3 RecapEvent Recap: 2014 Kick It 3v3
Rocky Mountain Regional
Commission on Special Events
July 25-27, 2014
Kick It 3v3 Rocky Mountain Regional:
July 25-27, 2014
North American Sports Group
2
Bryce Thornburg
Event Director
Bthornburg@nasportsgroup.com
Office: 303.948.7108
Dan Cramer
President
Dcramer@nasportsgroup.com
Office: 303.948.7108
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3
Standard of excellence met by:
• Active lifestyle of participants
• Household income
• Vail attracts teams due to its world class
amenities
• Soccer players enjoy biking, running,
hiking, golfing, camping, skiing
• Soccer parents will shop, dine, enjoy
nightlife
• Multitude of family activities: hikes,
playgrounds, restaurants, live music, rafting
• Shopping
Event Strengths & Weaknesses
4
• Exceeded expectations: Extended tournament to three full days
as well as moved start times up to 10:00 AM on Friday; all teams
played Friday, Saturday, and Sunday. This change brought more
teams into the town of Vail on Thursday night and ultimately
generated more room nights.
• Added activities: King of the Pitch Presented by Mitre and held
at Solaris Plaza for the second year. Slack line competition.
• Brought families and participates to Vail Village for a fun,
round-robin type tournament open to the public. Created
an opportunity for Vail locals and other tourists to interact
with the event
• Measures that could be taken for event improvement: More
activities, games, vendors and food outside of the event (in Vail
Village) to grow interaction with the local community.
• Comparison to past years: Continued to grow competitive
divisions and maintain high team counts. Added training
academies, leagues and camps to continue growing 3v3
participation in the Rocky Mountain Region.
Event Budget
5
• CSE Funds: $40,000
• Profit of- (see attached)
• Funding Utilization- (see attached)
• In-kind Sponsorship- (see attached)
• Cash Sponsorship – (see attached)
Estimated Results*
Attendance Numbers
6
Event
A-endance:
• Team
Counts:
265*
• Event
Par;cipants:
1,590
• Event
Spectators:
14,310**
• Total
A-endance:
19,080
• Returning
Teams:
186
• 2014
New
Teams:
79
(*231
paid,
34
comp)
(**over
three
days)
Estimated Results*
Demographic Profile
7
• Local
Teams:
<1%
• In
State
Teams:
83%
• Out
of
State
Teams:
17%
• Median
household
Income:
$80,000
-‐
$100,000
53%
47%
Player
Gender
Male
Female
45%
40%
7%
8%
Player
Age
6-‐10
11-‐14
15-‐18
19+
Estimated Results* Total $1,619,550
Event Attendee Estimated Spending
8
• Lodging:
• %
of
a-endees
stayed
in:
• Vail:
50%
• Edwards:
30%
• Avon:
10%
• Beaver
Creek:
7%
• Summit/Other:
3%
• Average
amount
spent
on
lodging/day:
• $145/room
• Es;mated
room
nights
booked
due
to
event
associa;on:
• 265 teams * 6 rooms/night * $145/room * 3 nights = $691,650
• Lodging
call
to
ac;on:
• The
Town
of
Vail
hotels
were
promoted
through
links
on
the
Kick
It
3v3
website,
Facebook
page
and
email
blasts
to
all
teams
prior
to
the
event.
The Official Kick It 3v3 HOST HOTEL of the 2014 Rocky Mountain
Regional was the Evergreen Lodge. The hotel logo and contact information was included on all
marketing materials for the event.
• Dining/Shopping Revenue
• Local restaurants were promoted onsite (back of field maps) and online via the Kick It 3v3 website
tournament info page
• $40/person/day
$40 *3*4,770= $572,400
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
9
• Addi;onal
sales
tax
revenue
generated
by
event
accrued
to
Town
of
Vail:**
• Lodging
Tax:
$34,582
• Sales
Tax:
$27,666
• Total
Tax:
$62,248
*
Based
on
survey
results.
**
Town
of
Vail
sales
tax
=
4%.
Lodging
tax
=
5%
• Vail
Investment;
$40,000
• Return:
• Lodging
• Dining
Visitor Intent to Return*
10
SaIsfacIon
raIngs:
92
%
of
respondents
rated
the
Vail
Regional
experience
as
an
“excellent”
or
good
value
for
the
money.
Overall
95%*
of
event
par;cipants
plan
to
return
to
Vail
to
par;cipate
in
Kick
It
for
the
2015
and
2016
Regional
event.
*
Based
on
survey
results.
Topline Marketing Efforts
11
• Print material
• Produced event flyers, post cards, newsletters, ad in the Vail Daily
• Social media and online
• Facebook and Twitter posts to target and key demographics
• Email blasts to market the event. Emails were sent to all previous and current
participants once a week starting 10 weeks before the event.
• Marketing in other local markets
• The Vail Kick It tournament is one of our 10 “regional” events. Every team that attends
Vail attended a local event from the following markets: Kansas, Nebraska, New Mexico,
Utah, Oklahoma, Iowa, Illinois, Missouri, Texas, Colorado (4 events), and Pueblo affiliate
tournaments . The Rocky Mountain Regional is promoted at each of these “local” events.
This particular tournament is a desired destination for many Kick It 3v3 teams as they
fight to qualify for a regional.
• Soccer Clubs
• Every Soccer Club Kick It 3v3 worked with promoted all Kick It regional tournaments
including the Rocky Mountain Regional. Tour Sponsors, local soccer facilities and stores
as well as youth soccer organizations will be marketed to for event awareness.
Community Contribution
12
• Impact on Vail’s sense of community:
• The Kick It 3v3 Rocky Mountain Regional brings in
tourists and returning clientele during Vail’s offseason
• The tourists/participants stay in hotels, dine at local
restaurants, and partake in other activities Vail offers (i.e.
camping, hiking, rafting)
• This helps out the economic impact for Vail during the
offseason
• Kick it prides itself on providing a family friendly, “festival
type” environment. This environment is aimed at being
enjoyable for not only participants and their families but
for outside spectators including locals and travelers.
Sustainability Efforts
Green Measures
13
Kick It 3v3 contracted Vail
Honeywagon services as well as
Vail Parks and Rec to provide
recycling receptors that were
placed all over Freedom Park.
After each day concluded, staff
emptied the receptors into the
recycling receptacles!
• Hotel
list
where
par;cipants
stayed:
• Apex
Holiday
Inn
Hya-
•Tower
Lodge
• Arrowhead
Condos
Landmark
Lions
Head
Vail
Int’l
Condos
• Avon
Village
Lions
Head
Inn
Vail
Manor
• Beaver
Creek
Lodge
Lions
Square
lodge
Vail
Racquet
Club
• Cascade
Lodge
Tower
Vail
Spa
Condos
• Chris;ana
Manor
Vail
• Chris;e
Lodge
The
Marriot
• Comfort
Inn,
Beaver
Creek
Montaneros
• Lionshead
Condo
Mountain
Haus
Vail
• Des;na;on
Resorts
Vail
S;tzmark
Lodge
• Evergreen
Lodge
Sun
Vail
• Fall
Ridge
The
lodge
• Gasthof
Gramshammer
The
Wren
• Holiday
Inn
Timber
Falls
Additional Information
14
Lodging
Additional Information
15
Additional documents attached to presentation:
• 2014 Budget
• Growth Plan
• Marketing Materials