The URL can be used to link to this page

Home My WebLink About2.e. 2018 Recap Vail YetiEvent Recap: Vail Yeti Hockey Cultural, Recreational & Community Category VAIL YETI HOCKEY PRESENTATION June 6th 2018 VAIL YETI HOCKEY: Winter 2018 Chris Huntington Phone: 203.770.2918 chuntington@charter.net 2 Overall Event Highlights & Successes 3 Increased attendance by 36% over previous year raising average attendance figures from 495 in 2016-17 to 675 in 2017-18. Had two “sold out” home games of 1200 spectators. Hosted rival resort teams - Sun Valley, Jackson Hole, Breckenridge, Aspen creating well attended exciting games. Increased and upgraded security which provided for a more fan friendly atmosphere. Added two children’s nights as well as Chuck-a-puck fundraiser for the Shaw Cancer Center which helped expand our base and reach. Signed 6 new sponsors which translated to $6,500 in additional sponsorship dollars. Estimated Attendance Results 4 Estimated attendance: 675 per game average Estimated total attendance including participants: 13,455 Number/percentage of people who came to Vail specifically for event: 75% Number/percentage of people who attended the event last year: 50-60% Estimated Attendee Profile Results 5 Participating teams came from five different states, Wyoming, Idaho, Pennsylvania, Arizona, and Colorado. Attending spectators came from a mix of local Vail Valley residents and overnight guests from the front range, out of state, and international. Approximately 50% of attendees are in the 24 to 35 age range. 55-60% are from the State of Colorado. The male to female ratio of attendees is almost 50-50 with slightly more being male. Approximately 35% of attendees are overnight guests. An estimate of slightly less than 10% are international Estimated Spending Results 6 Estimated average spending per person: Dining: $50 (dining, drinks, tickets) Shopping: $35 Lodging: $19 Other Activities: $31 Total average spending per person: $135 Town of Vail spending the event/program generated: $10,000/1.816million Formula: # of attendees 13,455 x total average spending $135 = $1.816 million NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? Estimated Net Promoter Score is high based on a significant increase in attendance year over year. Although there are always a few detractors promoters of the 9-10 range is estimated to be around 70% while neutral would make up about 25% and detractors at about 5% The NPS Calculation Calculate your NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Event Strengths & Weaknesses 8 How did the event exceed expectations? The growth and popularity of the event continues to exceed expectations. What are areas for event improvement? We can improve by adding more specialty promo nights. We can serve our sponsors better with more innovative ways to drive Yeti fans to our sponsor businesses and following through better with a full player program book. We can also work to create activation events in town and develop “shoulder season” events. How did this year’s event compare to last year? Keeps getting better - our social media presence and marketing was increased and improved upon. Overall competition level continues to get better which attracts new opponents to visit and new players to move to Vail to join our team. Security was increased and improved which overall made for a better environment. Vail Brand Compatibility The Premier International Mountain Resort Community 9 How did the event /program support the Vail Brand? Vail Yeti Hockey is an active exciting “on the edge” event that fits the personality of our Vail demographic. Visiting teams want to come to Vail to play against the Yeti because we are a high calibre team located in the premier international resort community. Vail Yeti Hockey and the league we compete in is like nothing else on earth, a unique mountain resort experience. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 The Vail Yeti are Vail’s team and contribute to a sense of community by bringing everyone together. There is a sense of pride and support, especially when playing other mountain resort towns. We have seen also how young kids look up to the older players so we are emphasizing a professional approach by being good role models. The Yeti take part in fundraising for local causes like Pink Vail. A couple of our players were active in helping to coach/instruct youth hockey players this past year which is a connection with the community that wish to stress in the future. It is important that we as a team continue take part in community causes and events. Topline Marketing Efforts 11 What are the top 3 successful marketing tactics, executions or results from your event/program? 1.Banners hanging at the entrances to Lionshead and Vail Village and above Dobson Arena for each week prior to home games. It greatly improves awareness of our event. We will continue to do this as much as it is possible. 2.A Social Media presence that increases awareness for home games and upcoming special promotions and contests. 3.Pocket schedules, posters and deck cards. In addition to radio and newspaper ads this is a great way to get visibility for the team and sponsors. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 12 How do you see the event evolving next year? I can see our program evolving by adding more promotions and activation events. What sponsors do you plan to target next year? We plan on targeting our existing 12 sponsors. We plan on expanding our categories: Realtor, Insurance, Medical, Auto, Finance, and more corporations. Naturally, we intend to explore synergistic opportunities with existing VVF, TOV and VR sponsors. How will you leverage media exposure and extend the marketing reach next year? We plan to expand our marketing reach next year with ads and game coverage on local Radio and Television and the internet. A full size player program book will increase sponsor exposure and awareness. Sustainability Efforts 13 What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We announce every period: “…remember, when the snow melts, the bottles and cans are still here. Help keep the mountain and town of Vail clean by recycling. If you love it here, recycle here!” What waste reduction methods were used during your event/program? We don’t really have any waste to speak of. All food and beverage is purchased through the Arena and none of it leaves the building. How could you improve on sustainability efforts for next year’s event? I’m not sure we could do much differently. Our food and beverage materials are all recyclable and there is no other impact. 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 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget:126,000 CSE Funds:10,000 Cash Sponsorship (not CSE):13,000 In-kind Sponsorship:6,800 Marketing Budget:10,000 Profit & Loss:-7,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Travel, Equipment, Marketing Additional Information/Appendix 15 2017 Vail Yeti Detailed Budget Ice Rental $20,000 Referees $10,000 Security $10,000 Game Day Operations $6,000 Staff Stipends and player reimbursements/per diems $23,000 Marketing/Ads $10,000 Travel to away games $15,000 Travel incentives (mostly hotel rooms) provided to visiting teams $20,000 Equipment and Uniforms $7,000 Miscellaneous Ins., plane fare, internet $5,000 Total $126,000 DETAILED MARKETING PLAN VAIL YETI 2018 Vail Daily print ads before each home weekend Banners - Lionshead, Vail Village, Dobson Arena Poster, pocket schedules, deck cards distributed to businesses and hotels Increased presence on social media through contests and fan engagement Radio and TV8 ads several times per season Promotions directed at increasing segments of audience such as children and families Yeti players actively engaged in the community for special appearances, coaching, volunteering Vail Yeti Recap