HomeMy WebLinkAbout2018 Event Recap Melee in the MountainsSurveyed Event Recap: Skate Vail: Melee in the
Mountains Roller Derby Tournament
Cultural, Recreational & Community Category
April 27– 30, 2018
Melee in the Mountains: April 27-29, 2018
Krista DeHerrera/ Cathy Zaikis/Carrie Mae Wack
Phone: 970-376-4393
10thmountainrollers@gmail.com
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Overall Event Highlights & Successes
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•List the top 4-6 successes you want to share
with the CSE (consider this a snapshot for your
recap).
•Increased attendance by 12% over
previous year
•Successfully expanded event footprint to
a three day event resulting in enhanced
guest experience and more overnight stays
•Received coverage in local and Front
Range media/websites/magazines/tv
•Gaining recognition in the Roller Derby
world as a worthwhile and competitive
event
Questions from CSE
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Attendance Estimate
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•Was this the attendance you expected?
➢We estimated about 600 people. We
achieved that number but assumed
this was a transitional growth year for
our event
•How would you impact attendance next
year?
✓Year two in Vail produced more
participants, more official staff and
also more attendees. The growth to a
three day event changed the overall
attendance significantly.
Visitor Type
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•Was this the visitor type split you expected?
✓Yes, most of the attendees were regional and Colorado fans of the sport.
Overnight visitors were skaters, officials & family. However, we doubled the
number of participants form the previous year.
•What steps would you take to optimize visitor mix for future events?
✓Continue to keep the event at a three day tournament attracting teams from
all over the country.
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
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✓Lodging sponsors and room deals.
✓In 2018 we could do a social media
staycation giveaway to encourage locals
to stay in Vail.
Overall Visitor Profile
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•Who was your anticipated target
demographic?
✓Our target was 18-50, male/female,
$50k-$150k income range.
•Did you reach your target demographic?
✓Overall we reached the demographic
we anticipated. We always try for a
larger male interest in the sport.
•What would you change to attract that
audience next year?
✓We are looking to draw men in as
referees. We look to hockey as it draws
similar crowds but more male heavy.
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? We
promoted a discounted room rate and encouraged longer stays to enjoy the region.
•How would you increase the number of overnight Vail guests coming for the event
next year? We would like to partner with a local attraction to encourage activity
before and after the event as a group.
NPS (Net Promoter Score)/Likelihood to Recommend
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•Do you think the NPS scores reflect the attendee event experience?
✓Yes!
•What steps would you take to improve the NPS scores for your event next year?
✓We need to try to encourage more business to remain open for the event.
Especially restaurants and retail.
Estimated Return on Investment (ROI) & Attendee Expenditures
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•What did your event do to encourage spending
in Vail?
Event Strengths & Weaknesses
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•How did the event exceed expectations?
○Attendance at the 2018 event was diverse having attracted many first-time fans, local
business owners and media (photographers, videographers, and press). We also drew
teams from all over the country.
○A tournament picture was featured on the front page of the Sunday Vail Daily and much
credit given to the league for an entertaining event. Fans participated in the silent
auction and the chuck-a-duck competition attracted spectators interested in winning
cash.
•What are areas for event improvement?
○Additional efforts will be made to provide crowd with rules and happenings associated
with game of play. While announcers performed well, first-time attendees will benefit
from additional game-of-play guidance.
•How did this year’s event compare to previous years?
○This year’s event excelled in strength of competition, community attendance, venue
attractions and accommodations, as well as, profit and notoriety gained.
Vail Brand Compatibility
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How did the event support the Vail Brand?
A destination “branded” Like Nothing on Earth attracted unique individuals:
locals, business owners, media and fans desiring premium experiences. Vail’s
reputation for inspiring awe and wonder at every turn through its signature and
ambient community events lent sophistication and intrigue to the sport of
roller derby. First-time attendees expecting the Vail experience willingly
attended a new event with optimism. The event experience provided the
general audience with and exhilarating experience at the venue: roller derby
action, a silent auction, crowd contests and giveaways, concessions,
announcers and music. Close by, in Vail Village and Lionshead, attendees could
enjoy lodging and dining.
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?
•Vail’s sense of community was positively impacted in a variety of ways as a result
of the introduction of this ambient community event.
•The community was welcomed to the venue to enjoy a public skate and “meet-n-
greet” with their local league the 10th Mountain Roller Dolls.
•The sport drew an interest on the part of families, sports enthusiasts, local-
business owners and a number of media professionals.
•The sport of roller derby and the team’s mission have been introduced to
community members to elicit participation and support: The 10th Mountain Roller
Dolls dedicate themselves to inspiring women in the areas, of competition,
athletics and sportsmanship. The community-driven league supports local non-
profits, trains its skaters and officials and actively recruits new members.
Topline Marketing Efforts
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•Include overview of top 3 successful marketing tactics or executions
•The most successful marketing effort was launched 8 weeks prior to the event:
Five event bus wraps with newly designed, appealing event graphics were
presented on 4 ECO commuter buses and 1 Avon Transit vehicle.
•Second to the bus advertising, a full-day of recorded radio commercials and two
follow-up days of interviews with DJ Weeze and Erik Williams of the Mid-Day
Mile Lunch were offered to inform the local community about the exciting
action and new venue. (Attach sound recording: MP3)
•Tricia Swenson offered a special presentation “The Basics of Roller Derby and
Meet 10th Mountain Roller Dolls” in an “Off the Hill” Segment to include a
video commercial, interviews and commentary.
•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?
•A vision for future events will continue in the same format: a 2-day round-robin tournament
host to 5 visiting teams. The tournament will feature a Friday evening mix-up, and both
regulation roller derby bouts and sanctioned competition attracting an elite group of teams and
players.
•What sponsors do you plan to target next year? (Including existing and potential sponsors)
(Existing) Bighorn Toyota, Monster Energy Drinks, Local businesses and Vail entities and local
grants
•(Potential) Athletic outfitters (Dick’s Sporting Goods, Derby Goods) Sports and Energy Drink
Manufacturers, and photographers.
•How will you leverage media exposure and extend the marketing reach next year?
•A “Melee” promotional video was created from this year’s tournament action and will be added
to marketing efforts at the welcome centers and online. Expanding tournament action to
division 1 will increase the opportunity to market on the front range.
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?
•In 2018 the team worked with Walking Mountains Science Center to host a battery
drive. Fans were encouraged to bring their used batteries to be recycled.
•Referees and players were asked to bring their own reusable water bottles rather
than providing bottled water.
•What waste reduction methods were used during your event/program?
•Requiring vendors to comply with solid waste management standards, providing
recycling containers.
•How could you improve on sustainability efforts for next year’s event?
•Work with venue liason to reduce energy consumption during the event
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
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget: $21,745
CSE Funds: $12,000
Cash Sponsorship (not CSE): $1,550
Other event income: $3,603
In-kind Sponsorship: Monster Energy & A Good Sport $1,000
Marketing Budget: $3,644
Profit & Loss: ($4,592)
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Venue & floor
rental
Additional Information/Appendix
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•Provide detailed budget in the Appendix
•Provide final marketing plan in the Appendix
•Provide full version of the Survey Dashboard PDF in Appendix
•Provide any additional information or marketing materials you think the CSE would
benefit from
2018 Melee Budget
Expenses 2018 Approved 2018 Actuals notes
Rental fees ($ 5,500.00 ) $3500 1st/$1000 additional days
Permit Fees ($ 725.00 ) ($150.00 )Business license $150
Sound/AV ($ 50.00 ) ($50.00)Screen
Construction or Equipment ($ 1,350.00 ) ($2,860.92 )track rentals/delivery & pick up ($2000 track rental)(delivery $860.92)
Security ($ 750.00 ) ($899.75 )2 guards Sat 11-8pm, Sun 11-5pm
EMT's ($ 1,000.00 ) ($905.00 )44.25 hours total @$20/hour
Track (setup/strike)($ 2,000.00 ) ($1,238.16 )1238.16 labor
Ticket Sales ($ 500.00 ) ($500.00 )Nicola Farrer (ticket seller)
Officials ($ 1,000.00 ) ($1,750.00 )32 refs@$50 each, 2 head NSO at $75 each
announcers ($ 225.00 ) ($225.00 )3@$75
Advertising - Radio ($ 200.00 ) ($250.00 )KZYR radio promotion
Advertising - Print ($ 2,000.00 ) ($-)
Advertising - social media ($ 100.00 ) ($110.49 )Go Daddy 35.88, FB/instagram ad 65.00
Public Relations ($ 200.00 ) ($-)
Media TV, Production & Distribution ($ 300.00 ) ($250.00 )TV8
Graphic Design ($-) ($-)
Printing ($ 500.00 ) ($312.13 )OG Printer, Inc, The UPS store
Banners ($ 300.00 ) ($936.00 )City of Vail Banners $600 and signiture signs $336
Photography ($ 300.00 ) ($150.00 )Mark Bloom room reimbursement
Bus Wraps ($ 2,000.00 ) ($1,885.00 )
Merch ($ 1,000.00 ) ($958.79 )Trick Threads invoices 17577 and 17737, Cow Bells 44.94
Supplies - Office or Other ($ 200.00 ) ($103.74 )printer ink, poster board, pens
Sales Tax ($-) ($76.75)
Credit Card fees ($ 50.00 ) ($62.38)paypal fees
Non-social food + Beverage ($ 200.00 ) ($294.27 )Cosco, city market food
Locker room baskets ($ 200.00 ) ($141.21 )Costco
Entertainment ($ 1,000.00 ) ($329.57 )band fee $300 + $150 iTunes downloads for legal event playlist
Hotel ($ 720.00 ) ($1,723.86 )Room resevations for the officials/announcers.
Silent Action ($ 100.00 ) ($13.11)
Donation ($ 130.00 ) ($130.00 )To Farm for cancer
Prizes ($ 250.00 ) ($238.82 )14 mixup awards, 1 champ trophy, 2 MVP trophies, big check
Cash Purse ($ 500.00 ) ($500.00 )
TOTAL ($ 23,350.00 ) ($21,744.95 )
Income 2018 Approved 2018 Actuals
Ticket Sales ($ 4,000.00 ) ($1,270.00 )
Merchindise ($ 2,000.00 ) ($1,110.75 )
Sponsorships ($2,000.00 ) ($1550.00)Hogback $300, Nebco $250 $1000 Bighorn
Grant ($12,000.00 ) ($12,000.00) Town of Vail - $8000 before event, $4000 by May 31
Team Stipends ($750.00 ) ($1,250.00 )$250 per team - 5 teams
Silent Auction ($ 3,000.00 ) ($972.11 )
TOTAL ($ 23,750.00 ) ($17,152.86 )
NET ($ 400.00 ) ($($4592.09)
$4700