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