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Home My WebLink About2016 Kick It 3v3 Soccer Championship RecapSurveyed Event Recap: Kick It 3v3 World Championships Town of Vail | CSE | 10/19/16 Kick It 3v3 World Championships: Aug 29-31, 2016 Office: 303.948.7108 KickIt3v3@nasportsgroup.com 2 Town of Vail | CSE | 10/19/16 Attendance Estimate 3 Town of Vail | CSE | 10/19/16 • Kick It Soccer will posi?vely impact aCendance 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 • Kick It will con?nue to add more entertainment and developed a strategy to improve refs, staff, planning and organiza?on of the event. Visitor Type 4 Town of Vail | CSE | 10/19/16 • 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 | 10/19/16 • 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 aCract teams. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 10/19/16 • Kick It took the following measures to incen?vize aCendees 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 accommoda?ons Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 10/19/16 • Kick It operated over 75 qualifying tournaments in 25 states leading to overnight guests in Vail. Promo?ng Vail 3v3 as a “Playca?on” event aCracts 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 | 10/19/16 • The NPS scores appear to reflect the aCendee 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. Kick It will also develop a plan that improves referees and officials that manage each game. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 10/19/16 • Kick It 3v3 encourages spending in Vail by offering a three day event. Ren?ng Solaris Plaza turf field in the evening helped aCract 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 pladorms. Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 10 Town of Vail | CSE | 10/19/16 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 | 10/19/16 • Kick It sponsored new athletes from around the country to experience 3v3 soccer in a world class resort. Kick It con?nues to bring professional guests like Chelsea FC coaches to increase the events value. • 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 | 10/19/16 • Describe how the event impacted Vail’s sense of community: • Kick It 3v3 is a family friendly event that aCracts tourists to Vail. The ac?ve lifestyle of a Kick It family supports, biking, camping, rajing, dining and all the aCrac?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 • Chelsea FC coaches 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 | 10/19/16 • 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 75 qualifying tournaments at the country Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 10/19/16 • 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 second ?me. This is crea?ng more awareness and event credibility. Sustainability Efforts 15 Town of Vail | CSE | 10/19/16 • 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 | 10/19/16 • Total event budget: • CSE funds: $40,000 • Profit and loss: ACached • Funding u?liza?on: Marke?ng and event improvements • In-kind sponsorship: • Cash sponsorship: * Event producer to attach detailed budget for recap Vail, CO 2016 Costs Teams 260 (24 comp teams) Number of Divisions 50 Entry Fees 56,018.00$ Local Sponsorship Sales 40,000.00$ Merchandise Net -$ Concessions -$ Other Revenue 3,000.00$ Total Revenue 99,018.00$ 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 4,880.00$ Awards 8,865.00$ Event Trucking 2,200.00$ Referees 6,900.00$ Ref Assignor 1,550.00$ First Aid 650.00$ Facilities Rent 5,895.00$ Solaris Plaza Rental 1,600.00$ Portable Toilets 1,300.00$ Trash 1,100.00$ Overnight Security 500.00$ Onsite Security $550 Player Insurance 3,120.00$ Event Director(s)(3)4,000.00$ Road Crew 2,500.00$ Temp Labor 2,500.00$ Lodging staff/referees 8,574.00$ Auto 1,070.00$ Meals 1,808.00$ Referee Meals 750.00$ Ice/Water 550.00$ Fuel for Generators 300.00$ Total Direct Event Expenses 61,712.00$ Total COGS 87,662.00$ Corp Overhead Allocation 5,000.00$ Total Overhead 5,000.00$ Total Expenses 92,662.00$ Net Profit 6,356.00$ Facilies Rent 5,895.00$ Solaris Plaza Rental 1,600.00$ Portable Toilets 1,300.00$ Trash 1,100.00$ Meals 1,808.00$ Staff/Ref lodging 8,574.00$ Referee Meals 750.00$ Ice/Water 550.00$ Generator Fuel 300.00$ Total 21,877.00$ Money reinvested back into community Total economic impact per attendee day Lodging Restaurants/Bars/ Prepared Food Vendors Recreation (golf, bike rental, entry fees, etc.) Shopping Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$193 $53 $23$26$30$61 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 96% 3% 1% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 26% 13% 30% 12% 16% 4% 1 2 3 - 5 6 - 8 9 - 14 15 or more 40% 57% 3% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 90% 1% 6% 1% 1% Under $50k $50k-$100k $100-$150k $150k or more 15% 23% 22% 40% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 10% 12% 43% 26% 1% 6% 1% Male Female 56% 44% Promoter Passive Detractor 0% 20% 40% 60% 80%% of Total Number of Records51% 20% 30% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80%Percent Responding79% 6%1%1%1%4%4%3% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $72.81 $2,912,273.32 $40,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 15.1K Attendance Est 21% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50% 100%Percent Responding90% 3%1%3%2% Visitor Type Colorado Illinois Oklahoma Vermont Arizona New Mexico Ohio Texas Utah Washington 1% 1% 1% 1% 1% 1% 3% 3% 4%83% 2016 Vail Event Visitor Summary: Kick It 3v3 National Soccer Championship, July 29-31, 2016 Survey technique: Post-trip web. Overall sample size: 92 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 2 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 9.0 5.3 6.0 9.1 8.8 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $242 $195 Overall Overnight visitor Overall