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Home My WebLink About2015 Kick It 3v3 Soccer RecapSurveyed Event Recap: Kick It 3v3 Soccer World Championships October 7, 2015 Kick It 3v3 World Championships July 31- August 2, 2015 Office: 303.948.7108 Mobile: 303.918.2140 Bthornburg@nasportsgroup.com 2 Town of Vail | CSE | October 7, 2015 Attendance Estimate 3 Town of Vail | CSE | October 7, 2015 • Kick It Soccer will posi:vely impact a>endance next year by building more qualifying events that feed into Vail. Offering more events within the region and across the na:on will raise awareness and create new teams to travel to Vail. Visitor Type 4 Town of Vail | CSE | October 7, 2015 • Kick It 3v3 expected over 90% of teams to stay the night in Vail based on qualifying teams and their loca:on. Kick It can op:mize its rela:onships and partnerships with youth soccer programs in Vail Valley to increase local par:cipa:on and awareness. Kick It has also increased its na:onal and regional marke:ng to open Kick It World Championship teams. Overall Visitor Profile 5 Town of Vail | CSE | October 7, 2015 • Kick It’s target demographic are parents ages 30-‐50 with athle:c children, whose household income is $100K or more. • Kick It reached its target demographic by working with soccer clubs, coaches and parents na:on wide. • Kick It will con:nue to target all ages and soccer enthusiasts to a>ract teams. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | October 7, 2015 • Kick It took the following measures to incen:vize a>endees to book lodging in the Town of Vail • Website, direct mail, email, social media, radio, phone, TV, etc. • Partnered with several Vail hotels for par:cipant accomoda:ons Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | October 7, 2015 • Kick It operated over 60 qualifying tournaments in 30 states leading to overnight guests in Vail. Promo:ng Vail 3v3 as a “Playca:on” event a>racts families and athletes from all over the United States and Mexico. • Adding more regional events and offering more team and player incen:ves will help increase the number of room nights in Vail. NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | October 7, 2015 • The NPS scores appear to reflect the a>endee event experience. Kick It generally see’s about 20% of teams not return each year. Those teams are replaced by new and younger teams. • In order to improve the NPS scores for our event next year Kick It will create new divisions and offer more entertainment for out of state teams. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | October 7, 2015 • Kick It 3v3 encourages spending in Vail by offering a three day event. Ren:ng Solaris Plaza turf field in the evening helped a>ract teams to restaurants and retail in Vail Village. Kick It also adver:ses all the entertainment and lodging in Vail Valley on a variety of marke:ng plaborms. Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 10 Town of Vail | CSE | October 7, 2015 Kick It 3v3 met the standard of excellence by: Ac:ve lifestyle par:cipants, Household incomes, soccer players enjoy hiking, biking, camping, golfing etc. Soccer parents will shop, dine and enjoy the nightlife Vail has to offer. Event Strengths & Weaknesses 11 Town of Vail | CSE | October 7, 2015 • Kick It sponsored new athletes from around the country to experience 3v3 soccer in a world class resort. • Kick It can take more ac:on in planning and crea:ng more ac:vi:es on site and integra:ng them with the Vail community. • Kick It has con:nued to grow out of state teams and create more compe::ve divisions. Community Contribution 12 Town of Vail | CSE | October 7, 2015 • Kick It 3v3 is a family friendly event that a>racts tourists to Vail. The ac:ve lifestyle of a Kick It family supports, biking, camping, rafing, dining and all the a>rac:ons Vail has to offer. • Solaris Plaza Soccer Challenge (King of the Pitch) was open to the public, offering a fun evening game for anyone to join • Chris:e Rampone’s appearance was open to the public, allowing community members to meet a professional soccer player • The fes:val environment Kick It brings to Vail is not only enjoyable for par:cipants but spectators of all ages Topline Marketing Efforts 13 Town of Vail | CSE | October 7, 2015 • Media Partner KOSI 101.1 Denver ran Kick It radio spots on the popular soccer mom channel • Direct print mailer to over 50,000 annual par:cipants • Extensive email and social media campaigns reaching over 1 million people • Marketed Vail at 60 qualifying tournaments at the country Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | October 7, 2015 • There is great poten:al for team growth, sponsorship and media exposure. Making Vail the 3v3 World Championships opens the event up to teams across the county for the first :me. This is crea:ng more awareness and event credibility. Sustainability Efforts 15 Town of Vail | CSE | October 7, 2015 • Kick It partnered with the Vail Honey Wagon along with Vail Parks and Rec for sanita:on services • Trash and recycling bins were placed on all fields • Trash and recycling reminders were sent out to par:cipa:ng teams and their families through event staff The Town of Vail is commi0ed to the stewardship and protec5on of our unique mountain environment. In considera5on of both our local and global impacts and opportuni5es, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protec5on, and community awareness and educa5on. Event Budget 16 Town of Vail | CSE | October 7, 2015 • CSE funds: $55,000 • Profit and loss: $19,676 • Funding u:liza:on: • Team Marke:ng • Social Media • Radio • Facility costs • Qualifying events * Event producer to attach detailed budget for recap Vail, CO 2015 Costs Teams 260 (24 comp teams) Number of Divisions 50 Entry Fees 56,018.00$ Local Sponsorship Sales 55,000.00$ Merchandise Net -‐$ Concessions -‐$ Other Revenue -‐$ Total Revenue 111,018.00$ Registration Form Printing 4,500.00$ Grassroots Marketing 8,150.00$ Local Event Market Realocation 6,600.00$ Other Marketing 4,200.00$ Postage 2,500.00$ Total Marketing Expense 25,950.00$ Shipping 550.00$ T-‐Shirt Premiums 5,815.00$ Awards 6,840.00$ Event Trucking 2,200.00$ Referees 6,900.00$ Ref Assignor 1,500.00$ First Aid 500.00$ Facilities Rent 5,600.00$ Solaris Plaza Rental 1,600.00$ Portable Toilets 1,800.00$ Trash 1,100.00$ Overnight Security 500.00$ Onsite Security $765 Player Insurance 3,120.00$ Event Director(s)(3)4,000.00$ Road Crew 2,500.00$ Temp Labor 2,500.00$ Lodging staff/referees 7,952.00$ Auto 650.00$ Meals 2,400.00$ Referee Meals 750.00$ Ice/Water 550.00$ Fuel for Generators 300.00$ Total Direct Event Expenses 60,392.00$ Total COGS 86,342.00$ Corp Overhead Allocation 5,000.00$ Total Overhead 5,000.00$ Total Expenses 91,342.00$ Net Profit 19,676.00$ Facilies Rent 5,600.00$ Solaris Plaza Rental 1,600.00$ Portable Toilets 1,800.00$ Trash 1,100.00$ Meals 2,400.00$ Staff/Ref lodging 7,952.00$ Referee Meals 750.00$ Ice/Water 550.00$ Generator Fuel 300.00$ Total 22,052.00$ Money reinvested back into community