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HomeMy WebLinkAbout18. 2017 Event Recap - PBR BaseballSurveyed Event Recap: PBR West Championships Cultural, Recreational & Community Category October 9, 2017 PBR West Championships Chris Harguth Phone: 303-505-2675 fifty280tournaments@hotmail.com 2 Overall Event Highlights & Successes 3 •Increased from 32 teams to more than 50 •Direct economic impact to Town of Vail was $1,131,774.0 •Sales tax impact to Town of Vail was $35,970 •Economic impact payback ratio was $113.18 •Partnered with the Arapahoe Youth League on an All-Star program. As a result, we added 4 all-star teams to the tournament. •Added Double Tree Hilton and Vail Racquet Club to hotel list Questions from CSE 4 Attendance Estimate 5 •2017 attendance met our expectations. 50 teams was our goal. Up from 32 teams in 2016. Visitor Type 6 •Given that we are a three-day tournament, this is what we expected? •We are expecting more out-of-state teams in 2018. We are partnering with PBR national on a marketing push. •We’re trying to grow attendance by mountain teams. This has been a unexpected challenge. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •While we do not have enough Vail partner hotels to host the entire tournament, we have a policy of only adding Vail properties to our list. •Goals is to eventually be 100% Vail properties. Overall Visitor Profile 8 •Our anticipated demographic was young families, both in state and out of state. •We reached the in state teams/families but did not do as well out of state. •We need to target our marketing to more out of state teams. •Working with PBR national on marketing campaign. Role/Importance of Event in Intent to Visit Vail 9 •The PBR West Championships is a stay-to-play, meaning guests must stay at a host property. •All new hotel properties will be Vail only. Goal is 100% Vail when we have enough properties to host entire event. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Many of the negative comments were conditions of out of our control. ie. Field conditions or lack of shade on dug outs. •We plan to address each of the negative baseball comments, including complaints about the trophies/stay-to-play format etc. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •We published Vail’s ad in our program and ran a feature article. •Promoted Vail in email campaigns. •Studying a wrist band program for 2018 similar to the LAX tourney. Event Strengths & Weaknesses 12 •Big jump in attendance. •Relatively few coach/parent related complaints. •50% of umpires were from the Valley. •Need to recruit more out of state teams. •Competition from other organizers is growing, forcing us to change our model. •We plan to speak with Joel about some possible field improvements. Vail Brand Compatibility 13 •Vail’s logo was included on PBR program cover. •An ad was placed in program. •A feature article was included in program. •Promoted Vail in email campaigns. Community Contribution 14 •Restaurants, shops, etc. were filled with players and families. •Many local residents attended games and commented how exciting it was to have youth baseball in Vail. Topline Marketing Efforts 15 •All-Star program partnership with AYL resulted in 4 teams •Face -to-face meetings with teams and coaches •New hotel website •Traditional methods also successful: social media, email, web site Potential for Growth & Sponsorships/Media Exposure 16 •We are going to expand the All-Star program •Partnering with PBR National on marketing campaign to attract out-of-state teams •We want to introduce a wristband program similar to the LAX tourney •PBR National’s reach on Twitter is 35.5K, we will use that reach to recruit national teams •Meeting with local pubs to launch pub tour for parents Sustainability Efforts 17 •We reminded attendees at fields we encourage recycling •We made sure teams knew where to recycle •After each game any remaining trash was recycled by staff •PBR program printed on recycled paper with soy ink 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 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$30,000 (est) CSE Funds:$10,000 Cash Sponsorship (not CSE):$5,000 In-kind Sponsorship:$2,200 Marketing Budget:$4,400 Profit & Loss:$12,000 (est) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, umpires Event/Program Budget for PBR West Nationals > Expenses Estimated Actual Total Expenses $32,315.00 $0.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $6,000.00 Social food + Beverage $500.00 Insurance $319.00 Non-social food + Beverage $350.00 Sound/AV $0.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $850.00 $0.00 Utilities $0.00 Labor $13,700.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $0.00 Banners - Printing & $0.00 Speakers $0.00 Signage $0.00 Travel $120.00 Baseballs $673.00 Hotel $600.00 Trophies $845.00 <insert Other>$0.00 Tourney Machine $90.00 <insert Other>$0.00 Royalties PBR National $3,225.00 <insert Other>$0.00 Temporary Outfield Fences $1,023.00 <insert Other>$0.00 Total $25,875.00 $0.00 Total $720.00 $0.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $0.00 Prizes $0.00 Advertising - Print $0.00 Cash Purse $0.00 Advertising - Social Media $25.00 Total $0.00 $0.00 Public Relations $0.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $0.00 Graphic Design $1,600.00 Website $1,250.00 Collateral Materials $0.00 Printing $1,300.00 Data Processing $250.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $4,425.00 $0.00 Marketing Estimated Actual Telephone/Internet $0.00 Photography $0.00 Transportation $0.00 Permit Fees $100.00 Postage/Shipping $345.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $445.00 $0.00        Marketing​ ​Plan  PBR​ ​West​ ​Championships  Goals  1.Growth.​ ​2016​ ​=​ ​32​ ​teams,​ ​2017​ ​=​ ​52​ ​teams,​ ​2018​ ​goal​ ​=​ ​75​ ​teams  2.Become​ ​a​ ​national​ ​destination​ ​for​ ​incoming​ ​teams  Strategies  Continue​ ​What’s​ ​Working  Ongoing​ ​social​ ​media​ ​campaign​ ​(reach​ ​is​ ​40,000);​ ​direct​ ​mail​ ​campaign​ ​in​ ​January​ ​(reach​ ​is  4,000);​ ​continuous​ ​email​ ​campaign​ ​(reach​ ​is​ ​1,500);​ ​website.  Build​ ​Partnerships  We​ ​will​ ​continue​ ​to​ ​meet​ ​face-to-face​ ​with​ ​individual​ ​clubs​ ​at​ ​their​ ​annual​ ​meetings;  including​ ​the​ ​largest​ ​clubs​ ​like​ ​the​ ​Arapahoe​ ​Youth​ ​League​ ​and​ ​Slammers.  Our​ ​all-star​ ​program​ ​(see​ ​2017​ ​successes)​ ​represents​ ​an​ ​amazing​ ​opportunity​ ​for​ ​growth.  In​ ​2018​ ​we’re​ ​hoping​ ​to​ ​add​ ​an​ ​all-star​ ​team​ ​in​ ​each​ ​age​ ​group​ ​from​ ​the​ ​Arapahoe​ ​Youth  League,​ ​as​ ​well​ ​as​ ​expand​ ​it​ ​to​ ​additional​ ​clubs.  Expand​ ​National​ ​and​ ​International​ ​Recruitment  The​ ​Prep​ ​Baseball​ ​Report​ ​is​ ​in​ ​33​ ​states​ ​and​ ​Canada.​ ​In​ ​2018​ ​we​ ​plan​ ​to​ ​leverage​ ​each  state’s​ ​marketing​ ​databases​ ​to​ ​enhance​ ​our​ ​ability​ ​to​ ​attract​ ​national​ ​teams.  Having​ ​Japan​ ​in​ ​2016​ ​was​ ​a​ ​huge​ ​draw.​ ​We​ ​continue​ ​to​ ​nurture​ ​our​ ​Japanese​ ​contact​ ​in​ ​and  recruit​ ​teams​ ​for​ ​2018.​ ​The​ ​Fukoka​ ​Fresh​ ​League​ ​has​ ​expressed​ ​an​ ​interest​ ​in​ ​coming.  Having​ ​an​ ​international​ ​team​ ​presents​ ​a​ ​lot​ ​of​ ​challenges​ ​but​ ​we​ ​learned​ ​from​ ​our  experiences​ ​and​ ​mistakes​ ​in​ ​2016.        2017​ ​successes  The​ ​tournament​ ​grew​ ​by​ ​20​ ​teams.​ ​We​ ​also​ ​partnered​ ​with​ ​the​ ​Arapahoe​ ​Youth  League​ ​on​ ​an​ ​All-Star​ ​program.​ ​As​ ​a​ ​result,​ ​we​ ​added​ ​4​ ​all-star​ ​teams​ ​to​ ​the​ ​mix.   We​ ​did​ ​very​ ​well​ ​with​ ​the​ ​Slammers​ ​baseball​ ​clubs​ ​(one​ ​of​ ​the​ ​largest)​ ​adding​ ​10+  teams.​ ​This​ ​was​ ​a​ ​direct​ ​result​ ​of​ ​the​ ​2017​ ​direct​ ​mail​ ​campaign.  Challenges/Threats  Participation​ ​from​ ​mountain​ ​teams,​ ​despite​ ​discounted​ ​entries​ ​has​ ​been​ ​low.​ ​The  largest​ ​club​ ​(Summit)​ ​plays​ ​exclusively​ ​with​ ​CABA,​ ​an​ ​organization​ ​that​ ​caters​ ​to  lower​ ​level​ ​teams.​ ​We’re​ ​encouraging​ ​Summit​ ​to​ ​compete​ ​as​ ​an​ ​all-star​ ​team​ ​much  like​ ​AYL.  We​ ​have​ ​three​ ​additional​ ​organizations​ ​hosting​ ​summer​ ​tournaments​ ​in​ ​Colorado,  so​ ​our​ ​challenge​ ​is​ ​attracting​ ​teams​ ​ready​ ​for​ ​a​ ​change​ ​of​ ​venue.  Address​ ​complaints​ ​from​ ​teams:  1.Lack​ ​of​ ​shade​ ​at​ ​some​ ​dugouts  2.Expensive​ ​parking​ ​in​ ​Vail  3.Upgrade​ ​trophies  4.Communicate​ ​stay-to-play​ ​policy  2017​ ​Recap  We’re​ ​thrilled​ ​to​ ​have​ ​grown​ ​from​ ​30​ ​to​ ​52​ ​teams​ ​and​ ​expect​ ​continued​ ​growth​ ​in  2018;​ ​particularly​ ​from​ ​the​ ​national​ ​market.​ ​We​ ​expect​ ​to​ ​do​ ​better​ ​regionally​ ​in  Kansas,​ ​Nebraska​ ​and​ ​Wyoming.   The​ ​all-star​ ​program​ ​needs​ ​to​ ​expanded​ ​to​ ​all​ ​age​ ​groups​ ​and​ ​the​ ​mountain​ ​teams.   We​ ​will​ ​continue​ ​to​ ​market​ ​in​ ​the​ ​Vail​ ​Valley​ ​to​ ​mountain​ ​teams​ ​as​ ​a​ ​premiere  destination​ ​in​ ​their​ ​own​ ​back​ ​yard.            Total economic impact per attendee day Restaurants/Bars/ Prepared food vendors Shopping Lodging Other items, excluding lodging Recreation $0 $100 $200 Economic Impactper Attendee-Day$154 $55 $29 $27 $27 $17 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 98% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 26% 19% 36% 13% 2% 4% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 81% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 46% 23% 13% 6% 8% 4% Under $50k $50k-$100k $100-$150k $150k or more 20% 34% 46% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 13% 33% 52% 2% Male Female 82% 18% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding58% 16% 26% 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 Responding12% 70% 2%2%4%4%6% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $3.60 $35,970 $113.18 $1,131,774.09 $10,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 7.4K Attendance Est 32% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 0% 50% 100%Percent Responding92% 2%2%4% Visitor Type Colorado California 2% 98% 2017 Vail Event Visitor Summary: Prep Baseball Reports West Championships, July 20 - 23, 2017 Survey technique: Post-trip web. Overall sample size: 56 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 1 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 7.0 2.0 7.0 9.2 8.9 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:$191 $174 Overall Overnight visitor Overall B Event Betty Ford Alpine Gardens Blue Grass Burton Craft Beer Classic Family Fun Farmer's Market Gourmet on Gore Kid's Adventure Games King of the Mountain Lacrosse Shootout Lacrosse Tournament Melee in the Mountains NonEvent Pink Vail Prep Baseball Reports West Spring Back to Vail Symposium Taste of Vail Vail Arts Festival Vail Arts Program (NOT Festival) Vail Centre Programming