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Recap Vail Valley Soccer Cup 2017Vail Valley Soccer Club October 6-8, 2017 2017 Vail Valley Cup, Cindy Eskwith Memorial Tournament Vail Valley Cup, Cindy Eskwith Memorial Tournament Vail Valley Soccer Club Kerri Thelen, Executive Director Lisa Reeder, Tournament Director Phone: 970-390-7994 director@vailsoccer.com www.vailsoccer.com 3 Overall Event Highlights & Successes 4 2017 Vail Cup •Largest tournament to date: 148 Teams; Over 2600 athletes, 150 coaches, 125 referees •Majority of lodging in Vail •All referee lodging was purchased for Vail hotels and condos •Two Registrations nights were held in Vail •Referee Registration Night held at Evergreen Lodge Friday, October 6 •Team Registration Night held at Lionshead Welcome Center Friday, October 6 •Expanded games to begin on Friday evening, encouraging more room nights Questions from CSE 5 •The CSE will ask questions about your event and recap •Leave this blank – it’s a placeholder Attendance Estimate 6 •148 Teams; Over 2600 athletes, 150 coaches, 125 referees, spectators: estimate three or more per family over 10,000 •Next year VVSC will limit the number of Summit County teams, encouraging further travel such as Wyoming and Utah. This will increase room nights and exposure to TOV. Visitor Type 7 •Was this the visitor type split you expected? Yes, we anticipated that at least 120 teams would travel and require lodging. •Why or why not? We can determine which teams participate. Therefore we accept more teams from out of the mountain region to encourage more overnight visitors. •What steps would you take to optimize visitor mix for future events? Next year we intend to limit the number of teams from neighboring communities. This will allow us to accept more out of state applications. We will continue to market the tournament to Wyoming, Utah and New Mexico. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 8 •VVSC partners with Room Rosters a lodging management company. This ensures we are able to guide families and teams to Vail lodging. •Room Rosters satisfaction survey is 93.1%. We are still waiting on some hotel reports. Overall Visitor Profile 9 •Who was your anticipated target demographic? Colorado families, traveling referees and coaches. 79% with a HHI of 100K or more. •Did you reach your target demographic? Yes and No YES •What would you change to attract that audience next year? More traveling teams by 10 to 12 (additional 720 people to require lodging.) Role/Importance of Event in Intent to Visit Vail 10 •What actions did you take this year to generate the number of overnight guests? Utilizing a Stay and Play model. It requires families to stay in a prearranged hotel or condo. •How would you increase the number of overnight Vail guests coming for the event next year? Decreasing the number of teams that do not require lodging. NPS (Net Promoter Score)/Likelihood to Recommend 11 •Do you think the NPS scores reflect the attendee event experience? 48% of those surveyed were promoters. A team’s loss or a bad referee call could account for a majority of our detractors. This is common in youth sports. Our return rate for teams is almost 100%. This is an incredible reflection of our visitors experience and satisfaction. •What steps would you take to improve the NPS scores for your event next year? There are certainly areas where we can improve. Moving late Saturday games to Friday night, continuing communication improvements to participants and adding more fields and more convenient hotel offerings. Estimated Return on Investment (ROI) & Attendee Expenditures 12 •Both Registrations nights were held in Vail; Referee Registration Night held at Evergreen LodgeTeam Registration Night held at Lionshead Welcome Center. •Mailing with special offerings and deals were emailed to all the teams highlighting the TOV, businesses and restaurants. A event program was given to every player and teams highlighting TOV and all its offerings. Event Strengths & Weaknesses 13 •How did the event exceed expectations? We increased the number of participants and provided a higher level of competition. Better partnership with Room Rosters provided greater documentation of hotel reservations and customer satisfaction. •What are areas for event improvement? We need neighboring recreation departments to maintain the high standards of VRD. Complaints were raised about field conditions in Avon and Edwards. We need to hire more referees, as the local pool cannot support the number of games. •How did this year’s event compare to previous years? It was larger than ever before. We removed the premier restrictions that had been previously placed on players and teams. We had many games begin Friday night. We also held late evening games under lights on Saturday night. Vail Brand Compatibility 14 •How did the event support the Vail Brand? The TOV was represented on our website, event program and lodging was guided to TOV to maximize TOV’s return on sponsorship. In addition to this TOV was placed in the Vail Cup logo which was placed on everything; referee coin, t-shirts and coaches gift. Over 79% of our participants live in a household with an income of over $100,000. We do our best to ensure the highest quality soccer tournament in Colorado. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 15 •How did the event impact Vail’s sense of community? This event over 250 local volunteers. Parents and players donate their time field marshaling, refereeing and helping with registration. The community works together to create success. VVSC teams receive free entry into our tournament. Community pride for economic impact this event generates for the valley, particularly TOV that is significantly highlighted over all other communities. Any money raised through the Vail Cup directly benefits the youth of Vail through need based financial aid for annual club registration. Topline Marketing Efforts 16 •Include overview of top 3 successful marketing tactics or executions Marketing through these venues: Gotsoccer (Used throughout Region IV- Western States) Colorado Soccer Association (Reaches over 80,000 members) Direct Mailings through our Vail Cup membership and previous team registrations. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 17 •How do you see the event evolving or growing next year? Adding additional division and brackets to include Premier teams. This will allow us to expand to a showcase status for High School athletes. College coaches will be invited from all over the country encouraging more out of state traveling teams. •What sponsors do you plan to target next year? (Including existing and potential sponsors) Steadman Clinic & Vail Summit Orthopedics for Field Medical Care (This year we added four medics on three fields). Holy Cross Electric, Yellowbelly, Pazzos, Blue Moose Pizza, Prosit,…….We would like to see more recreational programs get involved and more restaurants to host team dinners. •How will you leverage media exposure and extend the marketing reach next year? We will reach out to surrounding states first. This will allow them a opportunity to apply first. This will occur through direct mailing and advertising in their local markets. We want to see new and higher level teams attend our tournament. Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Offering watering stations Recycling Utilizing Walking Mountain to support the most environmental friendly event possible. •What waste reduction methods were used during your event/program? Recycling and trash bins Use of direct emailing over use of paper •How could you improve on sustainability efforts for next year’s event? Partnering with Walking Mountain The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 142766 CSE Funds: 10,000 Cash Sponsorship (not CSE): 11500 In-kind Sponsorship: 2500 Marketing Budget: 4600 Profit & Loss: 61251.84 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, Staffing, additional referees, port-o-potties etc…. Additional Information/Appendix 20 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide full version of the Survey Dashboard PDF in Appendix •Provide any additional information or marketing materials you think the CSE would benefit from Room Nights through Room Rosters 93.1% Satisfaction Rate All teams are required to stay in one of our pre approved rooms. VVSC purchased over $5000 in referee rooms in the TOV. VAIL HOTELS AND CONDOS Landmark Evergreen Lodge Austria Haus Sebastian 1 Vail Racquet Club Lodge at Vail Lion Square Lodge Antlers Vail International Condo REFEREE ROOMS Breakaway/ Sandstone Vail Realty Wren Vail Racquet Club Lodge At Vail Evergreen Lodge Eagle Point Vail International Condo Antlers From: Jimmy Burks <jamesvburks@comcast.net> Subject: Re: Vail Cup Thanks You Date: October 9, 2017 at 9:38:07 AM MDT To: Lisa Reeder <tournament@vailsoccer.com> Good Morning Lisa and your whole tournament staff and volunteers. I have been bringing teams up for as long as this tournament has been around. You can be very proud of its history and the enjoyment it has given to the players and parents of the numerous teams I have brought up. Congratulations on your success. The memories and team bonding win or lose is the most important aspect of being there! enjoy, Jim Burks Go Colorado United From: "Juliette" <juliette.boulder@gmail.com> Subject: RE: Vail Cup Thanks You Date: October 10, 2017 at 4:24:29 PM MDT To: "'Lisa Reeder'" <tournament@vailsoccer.com> Lisa! Thank you so much for BCSC Girls '03 Gold team's last minute opportunity to compete this past weekend! Our players (and parents) had a great time and the weather couldn't have been better. The folks at the VRC were super friendly and all the accommodations worked out great. I'm glad it was able to all come together. Sorry we didn't have the opportunity to say hello in person...next time! Hope you have a little time to relax before your next big adventure... Take care, Juliette Boone 303-938-8884 Juliette.boulder@gmail.com ---------- Forwarded message ---------- From: Robert King <rking@alum.mit.edu> Date: Sun, Oct 8, 2017 at 8:02 PM Subject: Thank you! To: Vail Valley Cup Tournament Director <tournament@vailsoccer.com> Cc: Kerri Thelen <director@vailsoccer.com> Lisa, Thank you so much for such a great weekend in Vail! My teams had a really great time and got to do a lot of team bonding. Hey, great job on the weather! I know how it goes with tournaments, especially with the amount of whining and complaining from parents and coaches. So I just wanted to send you a thank you and that I think the tournament went great! Also, I wanted to let the tournament peeps know that we had excellent officiating all weekend long. I made sure to let the refs know that too. See you next year, when I bring these same two teams back again. Thanks! Robert King rking@alum.mit.edu 2017 Vail Valley Cup Marketing Plan Year round tournament listing on gotsoccer.com Year round tournament listing on coloradosoccer.org Year round tournament listing on www.vailsoccer.com Registration Opens April 2017 Direct emailing of all previous teams over the past 5 years Three direct emailings to Colorado Soccer Association membership 80,000 members May June July Vail Cup information shared during Annual CSA Club Membership Meeting In Spring 2017 flyers and brochures given to coaches at other tournaments and league games in Denver (Over 500 distribution) Accepted team emailing with TOV information and local specials and deals 4 times prior to event Team bags and coaches gifts, include: Program for event 20 per team Coach steel mug with TOV logo Restaurant brochures for Vail Restaurants Menus Bag Tags with Vail Cup logo Referee Coins with TOV logo and Vail Cup logo Signage in fields with TOV and business logos and information. 27 Vail Cup 2017 Vail Cup 2017 Variance Comment Or din ary Inc om e/E xpe nse Actual Anticpated Inc om e 540 0 · Vai l Val ley Cu p 541 0 · Tea m Re gis trat ion Fee s 96,075.00 92,750.00 3,325.00 542 0 · To urn am ent Sp on sor s 21,500.00 18,500.00 3,000.00 543