HomeMy WebLinkAbout06. 2019 King of the Mountain RecapFeel free to
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Event Recap: 47th Annual Vail King of the Mountain Open
Cultural, Recreational & Community Category
(August 7, 2019)
47th Annual Vail King of the Mountain Open
June 15-17, 2019
Leon Fell
970-948-0395
leonfell@rof.net
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Feel free to
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one of your
event
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 8%.
•Successfully managed to keep entire Event within both of our major playing fields,
despite weather conditions preventing us from having full usage of the Vail
Athletic Field.
•Great coverage by utilizing various social media streams. Realized the extreme
impact of using social media effectively for marketing/promotions.
•Successfully sold the rights to said Event to a more than capable production entity
who will be able to maintain the Legacy of the Event.
Estimated Attendance Results
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•Estimated attendance:
•708 teams. Approximately 4,200 persons attending.
•100% came specifically for the Event.
•666 teams participated in 2018. Approximately 4,000 persons attending.
100% came, specifically for the Event.
Estimated Attendee Profile Results
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•Majority of attendees come from the Rocky Mountain Region of the
United States, with approzimately 90% of them from Colorado (mostly
from the Front Range).
Estimated Spending Results
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•Estimated average spending per person:
•Dining: $50
•Shopping: $30
•Lodging: $40
•Other Activities: $65
•Total average spending per person: $185
•Town of Vail spending the event/program generated:
$777,000
Event Strengths & Weaknesses
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•How did the event exceed expectations?
•Number of teams participating. Overall room nights booked.
•What are areas for event improvement?
•Establish more “on-site” activities for attendees.
•How did this year’s event compare to last year?
•Over the Top!
Vail Brand Compatibility
The Premier International Mountain Resort Community
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•For 47 years, the Event has promoted the Vail brand in all of its incarnations.
For the King of the Mountain Open, it is the establishment and promotion of
a “family affair” in a family oriented Resort. King of the Mountain Volleyball
utilizes the “Like Nothing On Earth” branding on all of its
marketing/promotional materials.
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?
We have always involved the community of Vail and Lionshead by
involving the retail and restaurant/bar entities for donating gift
certificates and other prizes towards the “prize pool” that is awarded to
all of the finishers of each divisions of play. Each year, this translates
to more participants coming into the Vail Village and Lionshead to dine
and shop. As well, we promote all of the activities that can be found
within the Vail environs from Adventure Ridge on Vail Mountain, to
mountain biking, rafting, etc. We work, through our promotions both
on-site and throughout the year to make our event felt within the
community. As such, we get tremendous support from the retail and
restaurant/bar community.
Topline Marketing Efforts
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•What are the top 3 successful marketing tactics, executions or results from your
event/program?
•Social media. Social media. Social media.
•Regional marketing efforts towards sports clubs, volleyball clubs and through
coaches and directors of club and high school programs.
•Personal promotional visits to other Regional (and, National) Tournaments
throughout the year.
•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 next year?
•There will be new marketing strategies developed by the new Management Entity.
•What sponsors do you plan to target next year?
•Ball Sponsors and various other volleyball related entities. The new Producer, VOTR,
has a ready cadre of Sponsors of its overall Event/Tourneys.
•How will you leverage media exposure and extend the marketing reach next year?
•The Event will be part of AVP America, the premier amateur/professional
program/tour in the United States.
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?
•We have an aggressive recycle campaign.
•What waste reduction methods were used during your event/program?
•We utilized recyclable paper for all of our informational products. As well, we
encouraged any/all vendors to only give out recyclable promotional material.
•How could you improve on sustainability efforts for next year’s event?
•Encourage more recycling by participants.
The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both
Event Budget
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget: Attached.
CSE Funds: $9,000
Cash Sponsorship (not CSE): $750
In-kind Sponsorship: $15,000
Marketing Budget: Attached.
Profit & Loss: Attached.
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
General Operations.
Additional Information/Appendix
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•Provide detailed budget in the Appendix
•Provide final marketing plan in the Appendix
•Provide any additional information or marketing materials you think the CSE would
benefit from