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HomeMy WebLinkAbout06. Melee in the Mountains - CRC 2017 Event Recap with SurveySurveyed Event Recap: Skate Vail: Melee in the Mountains Roller Derby Tournament Cultural, Recreational & Community Category April 28 – 29, 2017 Melee in the Mountains: April 28-29, 2017 Krista DeHerrera/ Cathy Zaikis Phone: 970-376-4393 10thmountainrollers@gmail.com 2 Overall Event Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE Net Promoter Score (NPS) of 71% Increased attendance by 40% over previous years Reached our goal ROI via our marketing tool choices. Bus Wraps, appropriate signage within Vail and Eagle County and social media avenues. The events surrounding the main tournament were successful in their first year. Open Skate (appx 100pp attended), pre –party at Pazzos (30+ patrons), After party (appx. 100pp attended) Questions from CSE 4 Attendance Estimate 5 •Was this the attendance you expected? Guestimated about 500 – 600 people. We feel we achieved our goal in increasing our attendance from previous years (200-300) •How would you impact attendance next year? Next year we hope to grow as the sport has gained more notoriety in the valley having moved to Vail. We hope to reach our goal of 800 in 2018! Visitor Type 6 •Was this the visitor type split you expected? Yes, most of the attendees are locals and the overnight visitors were skaters & family. •What steps would you take to optimize visitor mix for future events? We could promote in Summit County & Garfield County a bit more as our reach grows. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 Lodging sponsors and room deals. In 2018 we could do a social media staycation giveaway to encourage locals to stay in Vail. Overall Visitor Profile 8 •Who was your anticipated target demographic? Target was 18-50, male/female, $50k- $150k income range. •Did you reach your target demographic? Overall reached the demographic we anticipated. We always try for a larger male interest in the sport. •What would you change to attract that audience next year? Looking to draw men in as referees. Look to hockey as it draws similar male crowds. Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? We promoted a discounted room rate and encouraged longer stays to enjoy the region. •How would you increase the number of overnight Vail guests coming for the event next year? We would like to partner with a local attraction to encourage activity before and after the event as a group. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Do you think the NPS scores reflect the attendee event experience? Yes! •What steps would you take to improve the NPS scores for your event next year? Would like to encourage more businesses to remain open for the event. Especially restaurants and retail. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •What did your event do to encourage spending in Vail? Promoted restaurants in Vail that were open along with hours of operation. Planned pre and post parties in local establishments. Promoted local goods in our silent auction Event Strengths & Weaknesses 12 •How did the event exceed expectations? Attendance at the 2017 event was diverse having attracted many first-time fans, local business owners and media (photographers, videographers, and press). A tournament picture was featured on the front page of the Sunday Vail Daily and much credit given to the league for an entertaining event. 57 fans participated in the silent auction and the chuck-a- duck competition attracted the majority of spectators. The jam-skate demonstration was well-attended. •What are areas for event improvement? Additional efforts will be made to provide crowd with rules and happenings associated with game of play. While announcers performed well, first-time attendees will benefit from additional game-of-play guidance. •How did this year’s event compare to previous years? This year’s event excelled in strength of competition, community attendance, venue attractions and accommodations, as well as, profit and notoriety gained. Vail Brand Compatibility 13 •How did the event support the Vail Brand? A destination “branded” Like Nothing on Earth attracted unique individuals: locals, business owners, media and fans desiring premium experiences. Vail’s reputation for inspiring awe and wonder at every turn through its signature and ambient community events lent sophistication and intrigue to the sport of roller derby. First-time attendees expecting the Vail experience willingly attended a new event with optimism. The event experience provided the general audience with and exhilarating experience at the venue: roller derby action, a silent auction, crowd contests and giveaways, concessions, announcers and music. Close by, in Vail Village and Lionshead, attendees could enjoy lodging and dining. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •How did the event impact Vail’s sense of community? Vail’s sense of community was positively impacted in a variety of ways as a result of the introduction of this ambient community event. The community was welcomed to the venue to enjoy a public skate and “meet-n-greet” with their local league the 10th Mountain Roller Dolls. The sport drew an interest on the part of families, sports enthusiasts, local-business owners and a number of media professionals. The sport of roller derby and the team’s mission have been introduced to community members to elicit participation and support: The 10th Mountain Roller Dolls dedicate themselves to inspiring women in the areas, of competition, athletics and sportsmanship. The community- driven league supports local non-profits, trains its skaters and officials and actively recruits new members. Topline Marketing Efforts 15 •Include overview of top 3 successful marketing tactics or executions The most successful marketing effort was launched 8 weeks prior to the event: Five event bus wraps with newly designed, appealing event graphics were presented on 4 ECO commuter buses and 1 Avon Transit vehicle. Second to the bus advertising, a full-day of recorded radio commercials and two follow-up days of interviews with DJ Weeze and Erik Williams of the Mid-Day Mile Lunch were offered to inform the local community about the exciting action and new venue. Tricia Swenson offered a special presentation “The Basics of Roller Derby and Meet 10th Mountain Roller Dolls” in an “Off the Hill” Segment to include a video commercial, interviews and commentary. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 16 •How do you see the event evolving or growing next year? A vision for future events (1-3 years) a 2-day round-robin tournament host to 5 visiting teams. The tournament will feature a Friday evening mix-up, and both regulation roller derby bouts and sanctioned competition attracting an elite group of teams and players •What sponsors do you plan to target next year? (Including existing and potential sponsors) (Existing) Bighorn Toyota, State of the Arc Welding and Fabrication, Local businesses and Vail entities and local grants (Potential) Athletic outfitters (Dick’s Sporting Goods, Derby Goods) Sports and Energy Drink Manufacturers, and photographers. •How will you leverage media exposure and extend the marketing reach next year? A “Melee” promotional video was created from this year’s tournament action and will be added to marketing efforts at the welcome centers and online. Expanding tournament action to division 1 will increase the opportunity to market on the front range. Sustainability Efforts 17 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? As part of team merchandise, reusable mugs were sold and given beverage discounts at concessions. Promoting public transport to/from the event •What waste reduction methods were used during your event/program? Requiring vendors to comply with solid waste management standards, providing recycling containers. •How could you improve on sustainability efforts for next year’s event? Work with venue liaison to reduce energy consumption during the event Event Budget 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $17,320 CSE Funds: $12,000 Cash Sponsorship (not CSE): $1500 In-kind Sponsorship: $ Marketing Budget: $5,587 Profit & Loss: (Income total $21,101) $3,782 net How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, rink rental/TOV licensing ($5,225) Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging Shopping Recreation $0 $100 $200 Economic Impactper Attendee-Day$120 $27$60 $10$21 $2 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 84% 10% 3% 3% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 10% 27% 10% 40% 10% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 25% 75% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 81% 10% 3% 3% 3% Under $50k $50k-$100k $100-$150k $150k or more 31% 40% 21% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 48% 33% 10% 4% 2% 2% Male Female 22% 78% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding78% 14%8% 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 Responding82% 4%2%2%4%6% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$5.87 $70,415.33 $12,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 0.6K Attendance Est 71% 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 Responding50% 41% 2%3%5% Visitor Type Colorado New Mexico 4% 96% 2017 Vail Event Visitor Summary: Melee in the Mountains, Apr. 28 - 29, 2017 Survey technique: Post-trip web. Overall sample size: 72 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 5 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 10.0 9.1 0.0 9.7 9.3 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:$119 $120 Overall Overnight visitor Overall 2017 Melee in the Mountains 2017 Actuals notes Expenses Rent $5,225.00 TOV special events fee, $4500 rink rental Marketing $5,586.68 bus wraps, banners, radio photographer/video $400.00 General equipment/supplies $684.04 Entertainment $800.00 halftime, afterparty, kids area Track rental/set-up $1,485.00 Bank fees/charges $48.81 PayPal fees, CC fees Tournament officials $1,125.00 officials, EMTS, announcers Security $650.00 2 guards 10-8pm @ $25/hr lodging $372.00 for contractors printing $243.76 posters, brochures, etc… Awards $133.88 Merchandise $1,190.56 Melee tshirts, mugs, patches merch sales tax $75.00 TOTAL $17,319.73 Income Sponsorships $1,500.00 Grant $12,000.00 Ticket sales $2,782.40 Team stipends $450.00 Merch income $1,809.83 Silent Auction $2,322.00 Chuck a duck $237.50 TOTAL $21,101.73 NET $3,782.00 Event Marketing Plan: Objective: The event is currently held as a 1-day, double-elimination tournament, hot to 3 visiting teams and features 4 regulation roller derby bouts. A vision for future events (1-3 years) a 2-day round-robin tournament host to 5 visiting teams. The tournament will feature a Friday evening mix-up, and both regulation roller derby bouts and sanctioned competition attracting an elite group of teams and players. Beyond 3 Years: The 2 day tournament would be recognized by WFTDA and teams would be seeded based of WFTDA rankings. Effective Position: As the upcoming year marks the 5th “Melee in the Mountains” the league (TMRD) and game have attracted many Colorado derby leagues, as well as, individual skaters and referees. The event has established long-term fans and attracted first-time attendees at its former events. The family- friendly event both excites and entertains. The event includes unique components such as half-time entertainment, music, contests and giveaways. At the event afterparty, skaters from all teams greet fans and talk about the action. Strengths Weaknesses -Unique event in calendar -Weather to affect travel to event -No overlap w/ events (after ski area closes) -Changing target audience -Potential for growth -Lack of league funds Opportunities Threats -Connect with local businesses -Narrow timeline for marketing -Grow market- invite all ages -Little opportunity to teach fans game rules -Connect with other skate sports -Need more events to create loyalty Communication Strategy Product- “Melee in the Mountains” could greatly benefit from a change in venue from that of a small- town bedroom community to that of a world-class events location, like no other. The change in venue lends itself to a more dynamic program from the events line-up to involving more of the community to sharing roller derby in an area where adrenaline resides. The event could offer “packages” in association with the event for transportation, hotels, restaurants and activities to transition the feel from event to experience. Price- Event tickets are offered at $10 for adults, $5 for children, free admittance for children under 5 and the military. Because the target audience is subject to change, the ticket price should be kept low to attract first-time attendees and show appreciation for loyal fans. Convenience-The league offers advance ticket distribution through Brown Paper Tickets. The on-line ticket sales link is advertised on the League’s page and entry can be paid at the door with various methods of payment. The event takes place all-day and re-entry is permitted allowing attendees to enjoy meals and shopping available to them with the availability of an in-town bus service. Free parking if offered in the Vail and Lionshead parking structures. Travel, accommodation and location of the event will be available with an advance ticket purchase, on the event website. Promotion-Because event attendees may be experiencing roller derby for the first time, additional effort will be put into street marketing efforts so that skaters can inform first-time attendees about the rules associated with the game. Promotion of interleague bouts, held once a month free and open to the public will be a priority leading up to the event. Roller Derby and roller sports are headed for greatness in the near-future. Roller Derby skaters are writing history for one of the fastest-growing sports in America and beyond. Marketing Tools Print: As little as possible: Posters and event programs (will also be available for download to a device.) Website, internet, e-bulletins Media Advertising: Print news sources, radio and TV, Outdoor advertising: Banners, bus wrap, Friends/ clubs/ Roller Derby Community and former event beneficiaries: Red Ribbon Project, the Literacy Project, Cohen Strong, Girls on the Run of the Western Slope Marketing to RECRUIT Skaters and Officials to the 10th Mountain Roller Dolls Unleash your power after hours! Play Roller Derby. Activate your mind. Renew your self-confidence. Focus your energy on becoming a stronger, better you. Work together. Receive support. Share victories. Roller derby players train 2-4 hours per week in sessions that combine endurance and strength while learning the rules to a fast-paced dynamic game. Defy Adrenaline. Take the challenge. Make the call. Become a referee or non-skating official for roller derby. Roller Derby is considered one of the most challenging sports to officiate. Roller derby leagues cannot play without referees so leagues are very supportive.