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Home My WebLink About02e. Vail Cup Event Recap2019 Vail Valley Cup, Cindy Eskwith Memorial Tournament (Insert Your CSE Meeting Presentation Date HERE) Vail Cup: October 5-7, 2018 Vail Valley Soccer Club Kerri Thelen Phone: 970-390-7994 www.vailsoccer.com 2 Estimated 14.4K Visitors Direct Economic Impact 2,847,685 Economic Payback Ratio $284.77 Sales Tax Impact $80.651 Daily Spending $197 Overall Event Highlights & Successes 3 •Event Success •Largest Tournament To Date: 150 Teams, 2700 Athletes, 14.4 Attendees •Two to Three room Nights per guest, expanded opening night to Friday •Check-in at Lionshead, increased spending in Lionshead Village •Articles written in Vail Daily •TOV Highlighted in all advertising and marketing material •Estimated spending in valley for weekend 3.5 Million Estimated Attendance Results 4 •Estimated attendance: 14.4K Survey Results •150 teams, 2700 Athletes, 200 Coaches, 300 Referees with guests, 250 Volunteers. Attendee with families traveling 4 members at a minimum. •Number/percentage of people who came specifically for event: 79% •Number/percentage of people who attended the event last year: 14K Estimated Attendee Profile Results 5 Attendee Profile: 76% overnight guests 90% visitors stayed two nights 7% stayed 3 plus nights 61% visitors stayed in Vail 42% of visitors have income level of $150,000 or more Estimated Spending Results 7 •Estimated average spending per person: •Dining: •Shopping: $33 •Lodging: $305,345.33 •Other Activities/Recreation: $32 •Total average spending per person: $197 •Town of Vail spending during the event/program generated: Formula: # of attendees x total average spending = $ 2,836.800 NPS (Net Promoter Score) 8 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? ROOM ROSTERS Satisfaction rate: 95% NPS 36% 56% Promoter, 23% Passive, 20% Det. 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 9 •How did the event exceed expectations? Largest event in its history; 150 teams, less local teams, more heads in beds, more room nights beginning on Thursday night. Vail Hotels: The Landmark, Evergreen, Vail Racquet, Tivoli, LAV, Antlers, Hotel Talisa, Austria Haus, Vantage Point, Montaneros, Vail Marriott, Sebastian, Lion Square Lodge, Simba Run, Doubletree, VROB, second homes •What are areas for event improvement? Increase number of teams but requires more funding to hire and train referees. CSA will not approve without demonstrating that VVSC can obtain 50 more referees. •How did this year’s event compare to last year? Significant improvements with lodging partner’s success and implementation. Vail Brand Compatibility The Premier International Mountain Resort Community 10 TOV logo was placed in 2019 Vail Cup Logo, on Coach’s Gift (Cup), player pins, t-shirts, sweatshirts. TOV had full page AD in program, Cover Page in Program TOV logo and information on website, facebook page, all marketing material and emailings. Year round tournament listing on gotsoccer.com Year round tournament listing on coloradosoccer.org Year round tournament listing on www.vailsoccer.com Three direct emailings to Colorado Soccer Association membership 80,000 members. May, June, July Vail Cup information shared during Annual CSA Club Membership Meeting Print Advertising Accepted team emailing with TOV information and local specials and deals 4 times prior to event Signage in fields with TOVLogo in prime position on VVSC Practice Jersey 2000 shirts; Importance of Visiting Vail 49% new visitors to TOV Community Contribution 12 The Vail Valley Soccer Club is committed to enriching the lives of our citizens and youth of Eagle County through soccer. VVSC purchased stationary and portable goals and replaced the nets on local ﬁelds. The retail value of the equipment is over $5000.00. The community at large beneﬁts from this equipment. As it is utilized year round. VVSC has been serving Eagle County for the past 24 years. The club has over 450 athletes registered. One third of our membership requires ﬁnancial aid to participate in our club. Currently, VVSC has 30 teams competing in both the Denver Advanced League and the Mountain Region League of the Colorado Soccer Association. We are proud to have a competitive sports program that is inclusive of all our community members regardless of race, economical status or gender. One of VVSC’s goals is to create an athletic environment that honors and represents our community both on and off the ﬁeld. Our intention is to offer an affordable competitive athletic option for local youth. Many athletes are priced out of skiing, hockey and lacrosse in this valley and VVSC believes it is critical for all youth to ﬁnd a sport that appeals to them within the community. Soccer has a universal language that encourages friendships, sportsmanship and leadership world wide. VVSC is proud to be part of a global community that bridges relationships, opportunity and growth for our youth. 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. Community Contributions Topline Marketing Efforts 14 •What are the top 3 successful marketing tactics, executions or results from your event/program? Facebook Sponsored Posts Gotsoccer Listing Estimated 500,000 views CSA Emailings 80,000 members VVSC Email List past and current teams;1000 plus reached TOV logo printed on all marketing material; coach’s cup, player pins, t-shirts, Sweatshirts Signage on the fields Potential for Growth & Sponsorships/Media Exposure 15 •How do you see the event evolving next year? We would like to expand the tournament to include 2 more fields and 16 more teams. This would translate to 1300 more attendees and 720 more room nights. Expansion can only occur with increased sponsorship in order to cover staffing costs and referee coverage. •What sponsors do you plan to target next year? Field Sponsors and medical sponsors. This includes restaurants, entertainment and other business owners that directly benefit from our tournament. •How will you leverage media exposure and extend the marketing reach next year? VVSC is targeting out of state teams to attend the tournament. Sustainability Efforts 16 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Recycling at every field and water stations. Email and social media was utilized over direct mailings whenever possible. •What waste reduction methods were used during your event/program? •Recycling bins were used at every field site Water stations were used to reduce paper cups •How could you improve on sustainability efforts for next year’s event? Utilizing Walking Mountains programs for composting. 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 17 * Event producer to attach detailed budget for recap Item $ Total Event Budget:134420.00 CSE Funds:10,000 Cash Sponsorship (not CSE):3400 In-kind Sponsorship:2500 Marketing Budget:4500 Profit & Loss:74347.25 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Additional staffing, marketing and referee hotel rooms. Additional Information/Appendix 18 2018 Vail Cup Year round tournament listing on gotsoccer.com $2500 Year round tournament listing on coloradosoccer.org $600 Year round tournament listing on www.vailsoccer.com Registration Opens April 2018 through CSA Membership and Tournament Sanctioning $750 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 Gotsoccer Listing: 300,000 Reaches, Year Round CSA Website: Tournament Listing; 160,000 Reaches, Year Round Vail Cup information shared during Annual CSA Club Membership Meeting Print Advertising $50 In Spring 2018 flyers and brochures given to coaches at other tournaments and league games in Denver (Over 500 distribution) Print Advertising $100 Accepted team emailing with TOV information and local specials and deals 4 times prior to event During the first weekend of October: Team bags and coaches gifts, trophies and metals include: $6500 Program for event 20 per team $2000 Coach Gift with TOV logo Restaurant brochures for Vail Restaurants Menus Bag Tags (Pins) with Vail Cup logo Vail Cup logo incorporate TOV logo. Reach: 3000 reach Signage in fields with TOV and business logos and information. Logo in prime position on VVSC Practice Jersey 2000 shirts; Reach 4000 $7000.00 Social Media: Facebook; Reach 2000 plus Sponsored ADs on Facebook; Reach 5000 $250 Direct Mailing to membership 700 plus members monthly; Reach 1400 plus $250 Annual 19 Vail Valley Cup brings thousands of soccer players to town for ‘stay and play’ tournament John LaConte October 6, 2018 EAGLE COUNTY — Soccer games took place at every available location in Vail and the Eagle River Valley on Saturday, Oct. 6, with 150 teams competing in the 2018 Vail Valley Cup. With each team guaranteed a minimum of three matches in the tournament, soccer was happening during all daylight hours on Saturday and will continue on Sunday, Oct. 7. The tournament features clubs from all corners of the state; all ages are represented except for high- school age boys who are currently playing Colorado High School Activities Association soccer. Club soccer leagues take a break from their regular fall schedule this week, making it a logical time for a tournament. "This is a bi-weekend, where their is no league play," said tournament director Lisa Reeder. "So it's a good tournament weekend." The early October timing on the bi-weekend makes soccer the event of choice for the always-busy event planners of the valley, whose thirst for shoulder season opportunities is rarely quenched with an event as successful as the Vail Valley Cup. Filling hotel rooms when there's no gondolas running has never been an easy proposition in Eagle County, but families seem to relish the chance to get away to Vail every October during the cup. "We love it," said Steve Lujan, whose 13-year-old son Will plays for the Aurora Rapids South 05 Boys Select team. Budget June18-May19 Team Registration Fees 107,900.00 Tournament Sponsors 300.00 Program Sponsors 3,400.00 Lodging Commissions 15,000.00 Tournament T-Shirts 7,820.00 Total Income 134420.00 Expense Vail Valley Cup Expenses Referee Wages & Assigning 23,377.00 Referee Costs 4,350.00 Tournament Expenses 24,645.75 Equipment 4,200.00 Field Costs 3,500.00 Total Expenses 60,072.75 Net Income 74,347.25