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Home My WebLink About3.b. King of the Mountain Recap43rd Annual Vail King of the Mountain Open (August 5, 2015) 43rd Annual Vail King of the Mountain Open Father’s Day Weekend – June 19-21, 2015 Office: 970-948-0395 Mobile: 970-948-0395 leonfell@rof.net 2 Town of Vail | CSE | 8/5/2015 Estimated Results* 3 Town of Vail | CSE | 8/5/2015 •Estimated attendance: •1,332 players (from team registrations) •Approximately 3,000 people attended directly involved with the Event (families, friends, etc.) •Number/percentage of people who attended the event in previous years: Approximately 71% of teams/players return year-after-year. Estimated Results* 4 Town of Vail | CSE | 8/5/2015 •Attendees came from (local, regional, out of state, international): 83% come as visitors to Vail. The bulk of our participants/attendees come from the Rocky Mountain Region. A small percentage come from out-of-state. This year’s Event saw participants come from Canada. Importance of Event - Intent 5 Town of Vail | CSE | 8/5/2015 •Importance of event in decision to visit Vail: 83% of our participants came to Vail specifically for the Event. Estimated Results* 6 Town of Vail | CSE | 8/5/2015 •Lodging: •Estimated room nights booked due to event association: 1,419 •Location of lodging: 82% stayed in Vail •Type of lodging – paid vs. unpaid (2nd home, family & friends): 85% stayed in paid lodging/9% in vacation homes or timeshares/ 6% stayed with friends and family. •Nightly rate for lodging: $244 average/$160 median •Number of people staying in the accommodation: 47%-6 or more/23%-4/14%-2/10%-3/6%-5 •Average spending: (per day) •Dining: $33 •Shopping: $15 •Other Activities: $30 NPS (Net Promoter Score) 7 Town of Vail | CSE | 12/15/11(presentation date) Would you recommend this event to someone else? •Bullet 1: 47% would recommend. •Bullet 2: 30% passive about the Event. •NPS: 23% * Based on survey results. Estimated Return on Investment (ROI)* 8 Town of Vail | CSE | 12/15/11(presentation date) •Additional Town of Vail spending event generated: Approximately, $447,000 •Ratio of increased revenue to amount of funding received: Approximately, $30 •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:**: Approximately, $23,218 * 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 Vail Brand Compatibility The Premier International Mountain Resort Community 9 Town of Vail | CSE | 8/5/2015 The event met the standard of excellence by: •We produced an exemplary outdoor volleyball Event that was attended by thousands of people (including participants and their entourages – families, friend, etc.). •The Town of Vail was well represented in not only the professionalism that was exhibited by the Producers; but, also, in all print and electronic media platforms for marketing/promotion/et al. Event Strengths & Weaknesses 10 Town of Vail | CSE | 8/5/2015 •Exceeded expectations in these ways: Production of said Event ran more smoothly than expected due to cooperation of various Vail entities and within the infra-structure of personnel involved. •Measures that could be taken for event improvement: Continued cooperation by-and-between Producers crew and various Vail entities. As well, the creation/building of two more sand courts within the Town of Vail could help bring even more players (and their entourages) to Vail to participate in the Event; thereby bringing more spectators as well. Creation of more “play” could be incorporated to enhance ratio of excitement-to-cost. •For repeat event, comparison to past years: One of the best Events that we have put on. Yet, another 3% increase. Community Contribution 11 Town of Vail | CSE | 8/5/2015 •Describe how the event impacted Vail’s sense of community: •Many restaurants and retail properties donated prizes and/or gift certificates to the Event’s prize pool. •Many of the volunteers at the Misty May “Dream in Gold” clinic were from Vail’s volleyball contingents. •The Event, at both Ford Park and at the Vail Athletic Field, was a very colorful and exciting “look” during the competitions causing many Vailites to express how wonderful the Event looked. Topline Marketing Efforts 12 Town of Vail | CSE | 8/5/2015 •Example 1 Primary marketing strategies include direct mail and direct e-mail. •Example 2 National marketing entails advertising in primary national publications directly related to the sport of beach volleyball. •Example 3 Extreme use of social media. •Example 4 Regional and local marketing efforts in order to attract. Potential for Growth & Sponsorships/Media Exposure 13 Town of Vail | CSE | 8/5/2015 •Example 1 The Event has, now, been exposed (through our national advertising) to the national market. As such, we expect participation to continue to grow and expand outside of the Rocky Mountain Region. •Example 2 Sponsorship potential has increased as the Event has increased in participation. •Example 3 Media exposure will increase due to nature of an expanded Event. Sustainability Efforts 14 Town of Vail | CSE | 12/15/11(presentation date) •What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? •Example 1 We recycle all trash as is separated into trash and recycling containers. •Example 2 All printed materials are published on recycled paper. As well, Sponsors and vendors presented items for sampling that are not “throw-away” items; but, rather take home and peruse. And, their brochures, etc. are on recycled paper. The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Event Budget 15 Town of Vail | CSE | 8/5/2015 •Total event budget: Attached. •CSE funds: $15,000 •Profit and loss: Attached •Funding utilization: General event production fund. •In-kind sponsorship: John Paul Mitchell Systems; VOSS water; Red Bull and GoGirl energy drinks; Nature Valley bars; Wilson volleyballs; DiG Magazine; Vail Daily; KZYR-FM; Park ‘n Sun Sports; Australian Gold; Vail Resorts; various lodging properties; various retail and restaurant donations. •Cash sponsorship: Barefoot Wine & Bubbly; Hidow; Plastic Clothing. * Event producer to attach detailed budget for recap Additional Information 16 Town of Vail | CSE | 8/5/2015 •Provide detailed budget in complete PDF please •Provide ROI explanation in complete PDF please Additional documents attached to presentation: 2015 Proposed Budget INCOME: Sponsorships & Donations: Town of Vail: $15,000.00 Corporate Sponsors: 15,000.00 Merchandising Fees: 750.00 Team Registration Fees: 43,500.00 Total Income: $74,250.00 Expenses: Administrative: Producer: $12,000.00 Assistant/Secretarial: 600.00 Production Assistant: 1,000.00 Commissions: 6,150.00 Office Expenses: Rent: 1545.00 Utilities: 300.00 Phone: 700.00 Internet Service: 90.00 Computer IT: 300.00 Comcast: 463.00 Capital Expenditures/Assets: 1,000.00 Marketing/Promotions: Artwork: 1,500.00 Poster Production/Distribution 350.00 Direct Mail: 1,500.00 Radio: 500.00 Newspaper: 500.00 Web Site Maintenance: 350.00 Promotional Travel: 836.00 Licenses/Fees: Event Insurance: 750.00 Town of Vail Permits: 225.00 Field(s) Rental: 4,500.00 Retail Sales Tax: 100.00 Sam’s Club Membership: 22.50 Production Expenses: Tourney Director: 3,000.00 Tourney Director Expenses: 50.00 Cost of Registration: 2,522.00 Production Crew: 7,000.00 Supplies: 175.00 P.A. Rental 350.00 Port-A-Potties: 2,000.00 Equipment Trucks Rental & Gas: 1,500.00 Courtesy Van: 1,000.00 Player’s Party: 250.00 Prize Money: 15,000.00 Charitable Contribution: 750.00 Equipment Storage 770.00 Lodging (additional for crew): 200.00 Miscellaneous Expenses: 1,000.00 Total Expenses: $70,848.50 In-Kind Contributions Come From: John Paul Mitchell Systems Nature Valley Bars Voss GoGirl Energy Drink Barefoot Wine & Bubbly Vail Resorts Wilson KZYR 97.7 Vendetta’s Vail Daily Park & Sun Sports Bob Blackburn Photography Australian Gold Various Hotel/Condominium Properties 2015 EVENT PROFIT & LOSS STATEMENT INCOME: Sponsorships & Donations: Town of Vail: $15,000.00 Corporate Sponsors: 3,750.00 Team Registration Fees: 39.090.00 Merchandising Fees: 750.00 Total Income: $58,590.00 EXPENSES: Administrative Producer: $12,500.00 Assistant/Secretarial: 164.28 Production Assistant: 600.00 Production Assistant: 750.00 Cost of Sponsorship Sales: 3,750.00 (Commissions) Office Expenses: (rent/utilities/phone/supplies/internet service, etc.): 3,186.91 Production Equipment Storage 908.15 Marketing/Promotions: Artwork: 710.00 Poster Production: 322.20 Direct Mail: 1,175.63 Radio: 250.00 Newspaper: 450.00 Web Site Maintenance: 309.00 Promotional Travel: 278.18 Copies: 197.56 Licenses/Fees: Event Insurance: 770.00 Town of Vail Permits: 225.00 Field(s) Rental: 4,400.00 Bank Fees: 29,50 Retail Sales Tax: 79.18 Production Expenses Tourney Director: 2,800.00 Miscellaneous Director’s expenses: 394.00 Cost of Registration: 1,998.00 Registration Reimbursement: 73.00 Production Crew: 7,450.00 Supplies: 613.26 Lodging (1 night additional production crew): 107.72 P.A. Rental 350.00 Port-A-Potties/Trash: 1,100.00 Equipment Truck Rental & Gas: 958.20 Snow Limousine Courtesy/Shuttle Van: 900.00 Miscellaneous Expenses: 445.18 Player’s Party: 250.00 Prize Money: 10,000.00 Total Expenses: $58,494.95 PROFIT/LOSS (+/-) ($ + 95.05) In-Kind Contributions Come From: John Paul Mitchell Systems Nature Valley Bars Voss GoGirl Energy Drink Vail Resorts Various Lodges Wilson KZYR 97.7 Vendetta’s Vail Daily Park & Sun Sports Bob Blackburn Photography Australian Gold Red Bull D a y v i s i t o r t o V a i l F u l l - t i me d o w n v a l l e y r e s i d e n t F u l l - t i me r e s i d e n t o f T o w n o f V a i l O v e r n i g h t v i s i t o r t o t h e r e g i o n S e a s o n a l r e s i d e n t o f V a i l V a l l e y 0 % 5 0 % P e r c e n t R e s p o n d i n g 1 1 % 8 1 % 3 %1 %4 % V i s i t o r T y p e 0 % 5 0 % 1 0 0 % P e r c e n t R e s p o n d i n g A n n u a l H o u s e h o l d I n c o me U n d e r $ 5 0 k $ 5 0 k - $ 1 0 0 k $ 1 0 0 - $ 1 5 0 k $ 1 5 0 k o r mo r e A g e o f r e s p o n d e n t U n d e r 1 8 1 8 - 2 4 2 5 - 3 4 3 5 - 4 4 4 5 - 5 4 5 5 - 6 4 6 5 - 7 4 7 5 o r o l d e r G e n d e r F e ma l e Ma l e S t a t e / C o u n t r y C o l o r a d o N e w Me x i c o C a l i f o r n i a A r i z o n a T e x a s 1 8 % 4 0 % 2 4 % 1 8 % 5 % 1 1 % 3 4 % 2 5 % 2 3 % 3 % 0 % 0 % 5 1 % 4 9 % 9 0 % 6 % 2 % 1 % 1 % O v e r a l l V i s i t o r P r o f i l e 0 K 1 0 K 2 0 K 3 0 K 4 0 K 5 0 K A t t e n d e e - D a y s 4 . 0 K A t t e n d a n c e E s t i ma t e 0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 % P e r c e n t R e s p o n d i n g A r e y o u s t a y i n g :I n p a i d l o d g i n g V a c a t i o n h o me / t i me s h a r e Wi t h f r i e n d s / f a mi l y O t h e r H o w ma n y p e o p l e a r e s t a y i n g i n y o u r a c c o mmo d a t i o n s u n i t ? 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