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Home My WebLink About2016 King of the Mountain Volleyball RecapSurveyed Event Recap: 44th Annual Vail King of the Mountain Open (September 7, 2016) 44th Annual Vail King of the Mountain Open: Father’s Day Weekend, June 17-19, 2016 Office: 970-948-0395 Mobile: 970-948-0395 leonfell@rof.net 2 Town of Vail | CSE | 12/15/11 (INSERT presentation date HERE – then copy to each page) Attendance Estimate 3 Town of Vail | CSE | 12/15/11(presentation date) •Our marketing and promotional avenues are pretty well set. We would continue along the same lines as we did this year – which saw a great increase in participation. •We are looking at expanding our “Clinic”, held on Friday, to, also, include adults. Visitor Type 4 Town of Vail | CSE | 12/15/11(presentation date) •To a point. •The “seasonal visitor” category surprised me. •I don’t think that I would change the mix. We want the majority of our participants to come from outside of the area; and, even, from outside the State. Overall Visitor Profile 5 Town of Vail | CSE | 12/15/11(presentation date) •Who was your anticipated target demographic? •Did you reach your target demographic? •Why or why not? •What would you change to reach that audience next year? Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 12/15/11(presentation date) •First off, it is a Vail Event. So, we only work, directly, with Vail lodging properties. •We market the properties that we work, directly, with on our website, exclusively. As well, we publish the central reservation number for Vail lodging on our web site. Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 12/15/11(presentation date) •We market to a great amount of out-of-the-area participants. •We are hoping that, with heightened national advertising, more out-of-the- area participants come to Vail due to the Event. NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 12/15/11(presentation date) •No. I feel that there were more of the non-respondents (of which there were %50 of participants responding) would be more likely to recommend our Event. •Increase the amount of play in certain divisions and add a “Consolation Bracket” in the adult divisions. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 12/15/11(presentation date) •Many of the participants, and their families, in the junior oriented divisions have a tendency to have dinners at their lodging properties. •We need to increase the amount of participation in our adult divisions. Those participants are more likely to “eat out” and to spend a little more money on retail. Vail Brand Compatibility The Premier International Mountain Resort Community 10 Town of Vail | CSE | 12/15/11(presentation date) The event met the standard of excellence by: •Providing a quality run volleyball tournament that is recognized nationally as one of the Top 5 iconic grassroots tournaments in the Country. •It is held in Vail. Event Strengths & Weaknesses 11 Town of Vail | CSE | 12/15/11(presentation date) •Exceeded expectations in these ways: even with the tremendous increase in participation, the production and direction of the Tournament ran exceedingly well and efficiently. •Some changes in playing format to increase the enjoyment of the Tourney for the participants. •Largest amount of participation in Event’s history. Event ran with a smoothness that belays the size of the Event. Parking situation at Ford Park was not particularly well met by the participants. Community Contribution 12 Town of Vail | CSE | 12/15/11(presentation date) •Describe how the event impacted Vail’s sense of community: •First off, the co-operation by-and-between VRD, the Town of Vail Public Works department, the Vail Police and Code Enforcement and our own staff was fantastic. •We strive to make it even more of a community event by soliciting a large percentage of Vail restaurants in providing gift certificates, which are given out to the finishers of every divison – thereby, in ensuing years, spreading the participants out among the various restaurants in the Village – giving more of the restaurants and retail establishments visits by our participants than in working with only a few for eating, parties, and shopping. Topline Marketing Efforts 13 Town of Vail | CSE | 12/15/11(presentation date) •Print advertising in national magazines. •Direct mail. •Direct e-mail blasts. •Extreme use of social media networking. Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 12/15/11(presentation date) •Size of the Event, this year, caught the attention of many potential National Sponsors. •As the Event draws more participants from outside the State, more national media coverage is created. Sustainability Efforts 15 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? •We recycle. •All vendors, and Event’s, print on-site promotional brochures, information sheets, et al, are printed on recycled paper. All food service is done on paper plates and cups and utensils are recyclable . 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 16 Town of Vail | CSE | 12/15/11(presentation date) •Total event budget: Attached •CSE funds: $15,000 •Profit and loss: Attached. •Funding utilization: General operations. •In-kind sponsorship: Attached (within P&L) •Cash sponsorship: $3,750 * Event producer to attach detailed budget for recap Additional Information/Appendix 17 Town of Vail | CSE | 12/15/11(presentation date) •Provide detailed budget in complete PDF please •Provide full version of the Survey Dashboard PDF in Appendix Total economic impact per attendee day Lodging Restaurants/Bars/ Prepared Food Vendors Shopping Recreation (golf, bike rental, entry fees, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$134 $13$16$20$42 $42 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 79% 8% 7% 6% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 13% 19% 22% 39% 1% 7% 1 2 3 - 5 6 - 8 9 - 14 17% 49% 33% 1% 1% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 80% 4% 2% 4% 3% 1% 5% Under $50k $50k-$100k $100-$150k $150k or more 18% 28% 26% 28% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 18% 21% 23% 28% 3% 6% 1% Male Female 46% 54% Colorado New Mexico Wyoming Kansas Florida Oklahoma Texas 1% 1% 1% 1% 1% 3% 92% Promoter Passive Detractor 0% 20% 40% 60% 80%% of Total Number of Records70% 20%11% 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 Responding84% 1%3%2%1%4%5% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $45.67 $684,996.96 $15,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 5.1K Attendance Est 59% 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%Percent Responding82% 3%1%5%9% Visitor Type 2016 Vail Event Visitor Summary: King of the Mountain Volleyball, June 17-19 Survey technique: Post-trip web. Overall sample size: 174 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 44. Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 9.5 8.0 8.8 9.7 9.5 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: $304 $200 Overall Overnight visitor Overall 2016 Proposed Budget INCOME: Sponsorships & Donations: Town of Vail: $15,000.00 Corporate Sponsors: 15,000.00 Team Registration Fees: 39.000.00 Merchandising Fees: 2,000.00 Total Income: $71,000.00 EXPENSES: Administrative Producer: $13,000.00 Assistant/Secretarial: 500.00 Production Assistant 1: 600.00 Production Assistant 2: 750.00 Cost of Sponsorship Sales: 6,000.00 (Commissions) Office Expenses: (rent/utilities/phone/supplies/internet service, etc.): 3,500.00 Production Equipment Storage 1,000.00 Marketing/Promotions: Artwork: 750.00 Poster Production: 350.00 Direct Mail: 1,500.00 Radio: 250.00 Newspaper: 450.00 Web Site Maintenance: 309.00 Promotional Travel: 300.00 Copies: 200.00 Licenses/Fees: Event Insurance: 770.00 Town of Vail Permits: 225.00 Field(s) Rental: 4,400.00 Retail Sales Tax: 80.00 Production Expenses Tourney Director: 2,800.00 Miscellaneous Director’s expenses: 400.00 Cost of Registration: 1,998.00 Production Crew: 7,450.00 Supplies: 600.00 P.A. Rental 350.00 Port-A-Potties/Trash: 1,100.00 Equipment Truck Rental & Gas: 1,000.00 Snow Limousine Courtesy/Shuttle Van: 900.00 Miscellaneous Expenses: 450.00 Player’s Party: 250.00 Prize Money: 20,000.00 Total Expenses: $70,882.00 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 2016 EVENT PROFIT & LOSS STATEMENT INCOME: Sponsorships & Donations: Town of Vail: $15,000.00 Corporate Sponsors: 3,000.00 Team Registration Fees: 51,595.00 Merchandising Fees: 750.00 Total Income: $70,345.00 EXPENSES: Administrative Producer: $17,000.00 Production Assistant: 650.00 Production Assistant: 350.00 Cost of Sponsorship Sales: 3,600.00 (Commissions) Office Expenses: (rent/utilities/phone/supplies/internet service, etc.): 2.214.75 Production Equipment Storage 828.00 Marketing/Promotions: Artwork: 450.00 Poster Production: 334.27 Direct Mail: 3,135.49 Radio: 250.00 Social Media 34.00 Web Site Maintenance: 345.00 Promotional Travel: 139,41 Licenses/Fees: Event Insurance: 770.00 Town of Vail Permits: 225.00 Field(s) Rental: 4,710.00 Bank Fees: 83.00 Retail Sales Tax: 125.40 Production Expenses Tourney 2,700.00 Miscellaneous Director’s expenses: 1,597.00 Cost of Registration: 2,418.00 Registration Reimbursement: 292.00 Production Crew: 8,650.00 Supplies: 252.52 Lodging (1 night additional production crew): 543.89 P.A. Rental 300.00 Port-A-Potties/Trash: 2,035.00 Equipment Truck Rental & Gas: 1,024.83 Miscellaneous Expenses: 820.38 Player’s Party: 250.00 Prize Money: 9,000.00 Total Expenses: $65,127.94 PROFIT/LOSS (+/-) ($ + 5.217.06) In-Kind Contributions Come From: John Paul Mitchell Systems Colorado Clear Body Armor Vail Resorts Various Lodges Wilson KZYR 97.7 Vendetta’s Vail Daily Park & Sun Sports Bob Blackburn Photography Red Bull