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Home My WebLink About2.e. 2017 King of the Mountain Volleyball RecapSurveyed Event Recap: Event Name Cultural, Recreational & Community Category (Wednesday, August 2, 2017) Feel free to replace this photo with one of your event 45th Annual Vail King of the Mountain Open Father’s Day Weekend/June 16-18, 2017 Leon Fell 970-948-0395 leonfell@rof.net 2 Feel free to replace this photo with one of your event Overall Event Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE (consider this a snapshot for your recap). •Net Promoter Score (NPS) was higher than 50 •Attendance has “leveled-out” at between 650-700 teams. •Production was smooth and consistent. Great production/directors crew. •Gained additional exposure around the Country. •Received coverage in local, regional and national media/websites/magazines. •Had a good working relationship with Town of Vail retail establishments. Questions from CSE 4 •The CSE will ask questions about your event and recap •Leave this blank – it’s a placeholder Visitor Type 5 •Was this the visitor type split you expected? •Why or why not? Please explain. •What steps would you take to optimize visitor mix for future events? 671 Teams: 1,342 players. Approximately 4,000 overall with entourages & Families. 6 Between 650-700 teams is a realistic expectation. At these fields, we could handle a few more with further exposure outside of the region. As well, we do have the ability to expand the size of the Tournament and still retain its “Vail Event” status. For Placement Only (FPO) Insert your survey image here Attendee Days 0K 10K 20K 4.1K Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •We work directly with various lodging properties as our Preferred Housing Representatives. We promote those properties on our website as well as through direct e-mail blasts: 88% of attendees were overnight visitors as opposed to just 3% seasonal visitors to Vail. Overnight visitor Seasonal resident of Vail Valley Overall Visitor Profile 8 •We achieved our target demographic(s), which were two-fold: junior girls and their families participating in both our juniors competitions and our special Father’s Day divisions and our 21-40 adult players. •We need to address the various competition from other Events around the Rocky Mountain Region. There are a lot of “mountain tournaments” now. Role/Importance of Event in Intent to Visit Vail 9 •The Tournament is geared towards overnight participants. •The only way to increase overnight visitors to Vail is to bring in more teams. NPS (Net Promoter Score)/Likelihood to Recommend 10 •I think that the NPS scores were a little lower than we anticipated as, primarily, those who enjoyed the Event are prone not to express themselves in a survey. Those who are disgruntled are the ones who are more vocal. All-in-all, we feel that we had a very good response to the Event. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •We hope that the participants take the time to experience Vail. The primary expenditures, outside of lodging are, of course, eating and drinking. However, many of the families attending took the time ride the gondolas and to experience the EPIC Adventure at the top of Vail Mountain. Event Strengths & Weaknesses 12 •The Event exceeded expectations by how smoothly the Tournament ran. •Some format changes may be in order to help the overall playing experience. Also, better communication with service providers are key. •This year’s Event was more efficient and ran more smoothly than in the recent past. Vail Brand Compatibility 13 •The Event has been going on for 45 years. As such, the “Vail” name is on everyone’s lips when preparing to register to play. The “brand” logo is on every piece of printed promotional materials as well as being an integral part of the Event title. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •We incorporate the retail community in a very large way with by working with various retail and restaurant owners to help provide the gift/prize packages that we give out to the finishers of each division; thereby bringing the participants into the Vail Village to not only eat; but, also to wander about. •We try to instill the same pride in helping to put on a good Event with all of our service providers. Topline Marketing Efforts 15 •Our overall marketing plan is pretty simple: •1. Direct Mail •2. Direct E-Mail Blasts •3. Advertising in “sport-centric” magazines. •4. Extensive use of social media. •5. Personal visits to clubs, et al, within the Rocky Mountain Region. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 16 •First off, we intend to make the existing Event even better through better on-site communication and format changes. •We intend to sell the Event to all, and any, interested Sponsors. •Our marketing plan works. Not much to change there. However, we will keep looking at various new social media systems and incorporate the ones that we feel will be integral to our promotional activities. Sustainability Efforts 17 •We recycle. •We utilize recycled paper for informational handouts. •The Event itself is very low impact upon the resources of the fields that we utilize. 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: See attached. CSE Funds: $15,000 Cash Sponsorship (not CSE): $750 In-kind Sponsorship: Thousands of Dollars. Marketing Budget: $5,585 Profit & Loss: See attached. How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operations Additional Information/Appendix 19 •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 Total economic impact per attendee day Restaurants/Bars/ Prepared food vendors Recreation Shopping Lodging Other items, excluding lodging $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$187 $45 $40 $39 $37 $26 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 59% 22% 9% 8% 1% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 11% 11% 30% 41% 2% 5% 1 2 3 - 5 6 - 8 9 - 14 15 or more 14% 46% 40% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 73% 13% 6% 6% 1% 1% 1% Under $50k $50k-$100k $100-$150k $150k or more 15% 30% 25% 30% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 17% 24% 23% 24% 6% 5% 1% Male Female 54% 46% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding55% 23%22% 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 Responding76% 1%1%1%6%1%6%9% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV Economic impact payback ratio $51.57 $773,623.20 $15,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 4.1K Attendance Est 33% 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% 100%Percent Responding88% 3%1%6%2% Visitor Type Colorado California New Mexico Florida Iowa Minnesota New Jersey Wisconsin Wyoming 1% 1% 1% 1% 1% 1% 1% 1%93% 2017 Vail Event Visitor Summary: King of the Mountain Volleyball, Jun. 16-18, 2017 Survey technique: Post-trip web. Overall sample size: 165 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 45 Average Overall Overnight visitor Seasonal resident of Vail ValleyFull-time downvalley resident Day visitor to Vail 10.07.6 8.6 9.49.3 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:$250 $200 Overall Overnight visitor Overall 2017 BUDGET INCOME: Sponsorships & Donations: Town of Vail: $15,000.00 Corporate Sponsors: 20,000.00 Team Registration Fees: 50,000.00 Merchandising Fees: 750.00 Total Income: $85,750.00 EXPENSES: Administrative Producer: $17,000.00 Production Assistant: 1,500.00 Production Assistant: 1,000.00 Cost of Sponsorship Sales: 4,000.00 (Commissions) Office Expenses: (rent/utilities/phone/supplies/internet service, etc.): 3,000,00 Production Equipment Storage 828.00 Marketing/Promotions: Artwork: 1,000.00 Poster Production: 335.00 Direct Mail: 3,500.00 Radio: 650.00 Social Media 100.00 Web Site Maintenance: 345.00 Promotional Travel: 150.00 Licenses/Fees: Event Insurance: 1,000.00 Town of Vail Permits: 225.00 Field(s) Rental: 5,000.00 Bank Fees: 80.00 Retail Sales Tax: 130.00 Production Expenses Tourney Director: 3,000.00 Miscellaneous Director’s expenses: 2,000.00 The Annual Vail King of the Mountain Open is one of the Rocky Mountain Region’s most popular, and exciting, beach doubles volleyball tournaments. Its format includes both adult and juniors’ competition. Said Event was created not only to provide a quality Tourney for the participants; but, also, to provide an Event which would, directly, bring tourists, spectators, and competitors to the Vail Valley. 2,0000.00 1,6700.00 Cost of Registration: 2,500.00 Registration Reimbursement: 300.00 Production Crew: 10.000.00 Supplies: 250.00 Lodging (1 night additional production crew): 900.00 P.A. Rental 300.00 Port-A-Potties/Trash: 2,500.00 Equipment Truck Rental & Gas: 1,500.00 Courtesy Van & Driver 1,500.00 Miscellaneous Expenses: 907.00 Player’s Party: 250.00 Prize Money: 15,000.00 45th Anniversary Give-A-Ways 5,000.00 Total Expenses: $85,750.00 In-Kind Contributions Come From: John Paul Mitchell Systems Body Armor Vail Resorts Various Lodges Wilson Vendetta’s Park & Sun Sports Bob Blackburn Photography Red Bull Various Retail & Restaurant Establishments 2017 EVENT PROFIT & LOSS STATEMENT INCOME: Sponsorships & Donations: Town of Vail: $15,000.00 Team Registration Fees: 39,475.00 Merchandising Fees: 750.00 Total Income: $55,225.00 EXPENSES: Administrative Producer: $14,589.35 Production Assistant: 500.00 Office Expenses: (rent/utilities/phone/supplies/internet service, etc.): 3,377,02 Production Equipment Storage 828.00 Marketing/Promotions: Artwork: 480.00 Poster Production: 312.77 Direct Mail: 3,903.06 Radio: 625.00 Social Media 34.59 Web Site Maintenance: 468.00 Domain Name: 60.00 Promotional Travel: 108.98 Licenses/Fees: Event Insurance: 795.00 Town of Vail Permits: 225.00 Field(s) Rental: 4,890.00 Bank Fees: 60.72 An Retail Sales Tax: 125.40 125.40 Production Expenses Tourney Director: 2,500.00 Miscellaneous Director’s expenses: 1,800.00 1,800.00 Cost of Registration: 2,578.00 Trash Crew: 580.00 5555580.00 55555580.00 55580.00 Operations Crew:Dinn 5,600.00 Supplies: 190.17 P.A. Rental 300.00 Port-A-Potties/Trash: 1,850.00 Equipment Truck Rental & Gas: 942.77 1,024.83 Miscellaneous Expenses: 274.67 Crew Dinner CProducti DDMMDinnD Dinn: 222.24 Prize Money: 7,000.00 Total Expenses: $55,220.74 PROFIT/LOSS (+/-) ($ + 4.26) In -Kind Contributions Come From: Body Armor Vail Resorts Various Lodges Wilson Deja Blue Venom Rock Tape Park & Sun Sports