HomeMy WebLinkAbout2.d. 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
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Overall Event Highlights & Successes
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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
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•The CSE will ask questions about your event and recap
•Leave this blank – it’s a placeholder
Attendance Estimate
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•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
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•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
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•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
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•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
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•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
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•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
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•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
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•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
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•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
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•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
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•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
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•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
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•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
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* 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
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•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.
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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