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Home My WebLink About08. CRC 2019 Event Recap Vail lacrosse TournamentEvent Recap: Vail Lacrosse Tournament Cultural, Recreational & Community Category August 7, 2019 Vail Lacrosse Tournament June 17-19, 2019 Mark Foster Phone: 303-910-5470 vaillacrossetournament@gmail.com 2 Overall Event Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE (consider this a snapshot for your recap). •67% of guest were new to the event: 105 teams; 2,100 youth athletes; 11,000 spectators if 4 people per player •49% of guests stayed in Vail with 84% staying 3-5 nights •Invested in onsite social media team to promote the event and community: 10,000 followers on Instagram •~50% of guests traveled from out-of-state •Hosted more team in the Town of Vail by running three fields at Ford Park, one field at Vail Athletic and one field at Vail Mt School Attendance Estimate 4 The event is a non-ticket event. According to last year survey (2018), ~18,500 people attended and 100% of people visit Vail for our event This year we increased our team attendance from 94 to 105, but used a more conservative guess of 20 athletes per team with 4 family members per athlete. Estimated attendance: 2,100 athletes 11,000 spectators Total: 13, 100 Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): Based of team registration information •Colorado •Texas •Georgia •Ohio •Maryland •California •North Carolina Estimated Spending Results 6 •Estimated average spending per person: •Dining: $17 PER DAY •Shopping: $9 PER DAY •Lodging: $36 PER DAY •Other Activities: $20 PER DAY •Total average spending per person: $90 •Town of Vail spending the event/program generated: Formula: # of attendees x total average spending = $1,179,000 NPS (Net Promoter Score)/Likelihood to Recommend 7 •Do you think the NPS scores reflect the attendee event experience? We do not believe the NPS score accurately reflects the experience because 47% are extremely likely to recommend the event and 37% enjoyed the over experience of the event. Moreover, 187 responses were Partial which could have impacted the results •The information above is from 2018. Over 90% of our teams are return clients, so the NPS is strong for our event. However, weather impacts this year impacted visitors experience because of game cancellations or schedule changes Event Strengths & Weaknesses 8 •How did the event exceed expectations? Attendance was very strong this year with a couple new teams attending out of state or teams committing to bring multiple teams in each division. For a total of 105 teams vs 94 in 2018 What are areas for event improvement? We will continue to improve parking, communication and logistics for our guest. 17 miles of highway and 14 fields is a challenge and it is important that guest understand the size and logistics of the event so they continue to have a great experience •How did this year’s event compare to previous years? We were able to attract new teams, improve the girls youth division and host more teams at Ford Field, Vail Athletic Field and the Vail Mt School field. Vail Brand Compatibility 9 •How did the event support the Vail Brand? The event is helping support the Vail Brand by promoting the resort and the valley as a premier destination and encouraging teams and families to explore Vail. We will continue to design our event and game schedules in a manner that provides guest with the time and flexibility to watch their children play, but also vacation in Vail. We produced information packets to send to teams and parents promoting the Town of Vail and local business. Working with the Vail Welcome Center and Vail Chamber of Commerce to promote local business, the Epic Discovery Center and other Vail businesses was step in the right direction with room to improve Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 •How did the event impact Vail’s sense of community? The event brings ~13,000 people to attend a mid-week national youth sporting event. The event hosts teams from across the nation and provides an opportunity for the local youth clubs to compete in the event. The local lacrosse club had a team in the event this year and continues to increase its attendance. The event works with players not on a team to compete in the event as a free agent. Almost every year we have players from Vail, Aspen, or Steamboat who request to be free agents and placed on a team. Topline Marketing Efforts 11 •Include overview of top 3 successful marketing tactics or executions 1. Invested in ad-words and social media ads that targeted specific audiences and received a high click ratio: For example: one video posting at 9,000 click thru plays 2. Improved our management of our social media channels and increased the volume of our newsletter, which was very successful. (See appendix for more details): Added 334 new followers 3. Worked with onsite social media team to be present for a day at the event: Instagram following has reached 10,000 •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving or growing next year? There is still room to grow and increase attendance, especially with teams from out of state. However, we see an opportunity to bring more events to the town of Vail by hosting a player/family event or partnering with local restaurants for group discount rates/events What sponsors do you plan to target next year? (Including existing and potential sponsors) We will continue to target local sponsors (banks, real estate businesses, restaurants…), but we still believe there is an opportunity for performance/health goods at our event •How will you leverage media exposure and extend the marketing reach next year? •We will invest in more targeted ads, leverage our marketing videos on social media channels and continue to target our growing email list of 10,000 plus Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We work closely with Vail Recreation and Honey Wagon to provide trash and recyclable containers at fields. Information packets are distributed to teams and parents with information on the free bus system and other low emission transportation options •What waste reduction methods were used during your event/program? We provide water at all fields to reduce the use of plastic bottles. All staff meals are provided and staff is instructed to gather and recycle all plastic waste on the fields •How could you improve on sustainability efforts for next year’s event? •We are working with a local drinking water company to improve athletes health and reduce waste produces by plastic bottles 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, Event Budget 14 * Assumes Fill CSE Funds Received *Event producer to attach detailed budget for recap Item $ Total Event Budget:182,000 CSE Funds:$5,000* Cash Sponsorship (not CSE):0 In-kind Sponsorship:0 Marketing Budget:20,000 Profit & Loss:20,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Social media marketing and onsite team Additional Information/Appendix 15 •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 16 17 18 Vail Lacrosse Instagram Page Highlights Social Media -Stats on growth (FB and Instagram) -Paid adds converted ~400 followers in month of July -Per post reach is in hundreds for FB -Per post reach is in thousands on Instagram: approaching 10,000 followers 19 Social Media Customer Profile News Letter Sample –June 2019 20 21 This is a snap shot of our website views from May 1, 2019 to August 1, 2019 Vail, Colorado Don’t miss out on adventure, family fun, and memories There is so much more than just lacrosse, parking and field directions. Find information on outdoor adventures, family fun, concerts, dining and much more …. Table of Contents 1.Free Bus Rides & Parking for Ford and Athletic Fields 2.Field Maps & Parking Directions 3.The Vail App: The best source of information 4.Top Picks 4 Things to do in Vail 5.Vail is so much more than Lacrosse. Check out all that Vail has to offer 6.Thank you Sponsors Free Bus Rides –Yes!!! For Ford Field and Vail Athletic Field Step 1: Park at the Vail Village parking structure for FREE. Step 2: Option 1: Take the Ford Park Express Bus to Ford Field -FREE Option 2: Walk 5 minutes to the Ford Fields -FREE Option 3: Take the In Town Bus to the Vail Athletic Fields -FREE Field Maps & Parking Directions Ford Field 1, 2, 3 It is a very easy walk from the Vail Parking Structure to Ford Field: Field Maps & Parking Directions Ford Field 1, 2, 3 Ford Field 1, Ford Field 2 & Ford Field 3: 700 South Frontage Road E Vail, CO 8165 Parking Options 1. Park at The Vail Village Parking Garage (241 E Meadow Dr, Vail, CO 81657) for free and it is about a 5 minute walk to the fields or a free bus ride 3. Do not park on the frontage road. Do not park illegally because you will be ticket/towed 4. Do not park in the bus lanes or the passenger drop off area to unload/deliver supplies to the field 5. You can pay $10 daily parking fee to park at Ford Park Field Maps & Parking Directions Vail Athletic Field 4 Vail Athletic Field 4: 630 Vail Valley Dr Vail, CO 81657 Parking Options: 1. Park at field. Spots are limited and there will be a $10 town parking fee 2. Park at Golden Peak and walk (7 minute walk) Golden Peak Grill, 456 Vail Valley Dr, Vail, CO 81657 3. Park at Village Parking Garage (241 E Meadow Dr, Vail, CO 81657) and take FREE IN-TOWN BUS. The bus will run every 15 minutes. Note: no parking along road at fields- you will be ticketed Field Maps & Parking Directions Eagle Vail Soccer Field 5 Eagle Vail Stadium Field 6 600 Eagle Rd, Vail, CO 81657 Parking Options: 1 Park in the large parking lot between the fields 2 Park on the north side of the frontage road (cars only be parked on the north side) 3 Do not park illegally because you will be ticket/towed Field Maps & Parking Directions Avon Field 7 Avon Field 8 Avon Field 7: 90 Lake Street Avon, CO 81620 Parking Options: 1 Park in the surrounding lots 2 Do not park illegally because you will be ticketed/towed Avon Elementary Field 8: Avon Elementary 805 West Beaver Creek Boulevard Avon, CO 81620 Parking Options: 1. Park in the school lot (limited spots) 2. Park in the parking lot of Avon Field 7 and walk past the lake (use the sidewalk on the left side of the lake) 3. Do not park illegally because you will be ticketed/towed Field Maps & Parking Directions Edwards Field 9, 10 , 11, 12 Edwards Miller Ranch-Freedom Park:Fields 9,10,11,12 Miller Ranch-Freedom Park 450 Miller Ranch Road,Edwards, CO 81632 Parking Options: 1 Park in any of the surrounding parking lots in designated spots-when walking, please follow designated walked areas. 2 Do not block bus lanes 3 Please no parking/player drop off along Miller Ranch Rd! You will be ticket/towed. 4 No parking in neighborhood to the East of the fields 5 Do not park illegally because you will be ticketed/towed Field Maps & Parking Directions Battle MT HS Field 13 Battle Mountain HS Field (BMHS) 13: BMHS Stadium 151 Miller Ranch Road,Edwards, CO 81632 Parking Options: 1 Park at high school parking lot by stadium and walk to baseball fields 2 There are limited parking spaces at the baseball field and please do not park along the road – we need the space for emergency vehicles. 3 Do not park illegally because you will be ticketed/towed Single Tree Park Field 13 Field Maps & Parking Directions Vail Mountain School Field 14 Vail Mountain School Field 14 3000 Booth Falls Rd, Vail, CO 81657 Directions to field: 1. From I-70, exit 180 2. Take I-70 Frontage Road West to Booth Falls Road. Parking: Park in the lot directly in front of the field. Please do not park on the frontage road or the road leading up to booth creek falls as this is a popular hike in the summer to see the waterfalls! Vail APP –Everything Vail! https://www.vailgov.com/app Epic Discovery Zip, fly, tour, tube: how will you discover Vail Mountain? With Adventure Courses, Ziplines, a Mountain Coaster and much more, the options are endless at Epic Discovery, the ultimate playground! https://www.vail.com/explore-the-resort/activities-and-events/epic- discovery/epic-discovery.aspx Bike Rentals Vail is your headquarters for bike rentals and summer fun! Elevate your vacation! Ride Vail Mountain’s gondola to 10,350 feet and enjoy the view.Our professionally-maintained, full-suspension mountain bikes allow you to comfortably navigate down Vail Mountain’s world-class trails. https://bikerentals.epicmountaingear.com/ Free Tuesday Night Concerts •Hot Summer Nights is an annual FREE concert series hosted every Tuesday evening throughout the summer at the Gerald R. Ford Amphitheater. Gates open at 5:30, concert begins at 6:30. Bring a picnic for the lawn or enjoy our top of the line concessions at the iconic open air in beautiful Vail, CO. https://grfavail.com/ White Water Rafting Vail is a great place to base your rafting or kayaking adventure from. Boasting its own Whitewater Park in the center of the village as well as Class I to Class V river trips on the Eagle, Colorado, and even the Arkansas rivers. Book your rafting trip with one of Vail's rafting companies and learn more about the difference between the classes of rapids in Vail's surrounding waterways. https://www.vail.com/explore-the-resort/activities-and-events/summer- activities/rafting-and-kayaking.aspx VAIL IN THE SUMMER As the snow melts, Vail blooms with outdoor activities, events and more. Locals know that summer is steadily becoming one of Vail’s worst kept secrets, so come see for yourself why everyone is falling in love with Vail’s other best season: summer! From Epic Discovery, Vail's #1 family activity, to mountain biking, hiking, and a multitude of fun events, summer is not to be missed! Find the Vail Lacrosse Tournament’s top picks for activities to do as a family and team. •https://www.vail.com/explore-the-resort/activities-and-events/summer- activities.aspx