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Home My WebLink About2.d. 2018 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 3 Overall Event Highlights & Successes 4 •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 5 Attendance Estimate 6 •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 7 •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 8 ✓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 9 •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 10 •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 11 •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 12 •What did your event do to encourage spending in Vail? Event Strengths & Weaknesses 13 •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 14 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 15 •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 16 •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 17 •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 18 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 19 * 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: ($4,592) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Venue & floor rental Additional Information/Appendix 20 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide full version of the Survey Dashboard PDF in Appendix •Provide any additional information or marketing materials you think the CSE would benefit from 2018 Melee Budget Expenses 2018 Approved 2018 Actuals notes Rental fees ($ 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