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Home My WebLink About02. C1. LFA 65 Event Recap with Survey (2)Please read first –tips for completing your recap 1.During your recap, the slide “Overall Event Highlights & Successes” will be shown on screen. The CSE will already have had a chance to review your entire recap. 2.You will have 10 minutes: 5 minutes for your presentation and 5 minutes for CSE to ask questions. 3.Please change the date on the front page 4.Replace the survey images in the presentation with your own event survey graphics. (You can use the Snipping Tool in Windows to do this.) 5.Feel free to re-size the images to fit the page/text. They should still be readable. 6.Add a few photos or marketing images to the presentation to break up the text. 7.Remove blank bullets from the document. 8.If you want feedback on your presentation send it to Matt a week in advance of when the final recap is due, which is the Wednesday before the CSE meeting 9.Convert your PPT to ONE PDF before you email it to Matt, we cannot receive .zip files or files larger than 5MB. You may also send it via DROPBOX. 10.Include all your documentation in ONE PDF –this includes P&L’s, budgets, etc. 11.If you have questions, don’t hesitate to email or call. mmiano@vailgov.com PS: Delete this slide ☺ Surveyed Event Recap: Event Name Cultural, Recreational & Community Category October 2nd, 2019 LFA 65, Friday May 3rd, 2019 Sven Bean 303-246-5237 Beanz4@msn.com 3 Overall Event Highlights & Successes 4 •Net Promoter Score (NPS) was 61% •Increased attendance by approximately 12% over 2018 •Event was broadcast nationally on AXS TV •2 athletes received UFC contracts after the event •Signed new national sponsor which translated to $20,000 in additional sponsorship dollars annually •Received coverage in local and Front Range media/websites/magazines/tv Questions from CSE 5 Attendance Estimate 6 •We were hoping for a sell out of 1800. We fell short of that number. •We will increase social media presence, and start local marketing earlier. •We hope to move to later date in May in 2020 which will result in higher attendance Visitor Type 7 •I would like to see the overnight and day visitor numbers to increase in future events •Moving the date to later in May for 2020 I feel will increase the number of all visitor types. •To optimize visitor mix in future events, we would increase our social media campaigns focusing on ticket/travel packages. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 8 •We created a partnership with the Evergreen lodge, which was also the host of Official Weigh In and Official After Party •Average rate increased from $143.00 in 2018 to $320.00 in 2019 Overall Visitor Profile 9 •Our main target demographic is Males 18-34 with Disposable income? •I feel we did reach our target demographic •We would increase overall event awareness to attract that audience next year. •I would like to put effort in increasing out of state attendees next year as well. Role/Importance of Event in Intent to Visit Vail 10 •We created a partnership with the Evergreen lodge, which was also the host of Official Weigh In and Official After Party to generate the number of overnight guests. Increased reason for being in Vail from 58% in 2018 to 75% in 2019 •We could increase our social media campaigns focusing on ticket/travel packages to increase the number of overnight Vail guests coming for the event next year. NPS (Net Promoter Score)/Likelihood to Recommend 11 •Our overall NPS increased from 2018 and it seemed to me that everyone who attended the event enjoyed themselves and were entertained •I continue to believe that every year there is a better understanding, and acceptance of MMA, I feel that the more we come to Vail with our event, the less detractors there will be. Detractor number decreased by 35% from 2018 Estimated Return on Investment (ROI) & Attendee Expenditures 12 •What did your event do to encourage spending in Vail? Event Strengths & Weaknesses 13 •LFA 65 in Vail continued to exceed expectations on the support from local businesses, and also on the positive feedback from the attendees. •The LFA events in the future could improve in advertising earlier on all outlets (social media, print, street team) to capture attention of potential guests sooner. Also if we get a later date in May I believe that it will impact every facet in a positive manner. •LFA 65 event improved over the previous year in overall exposure, out of town attendees, and production values. Vail Brand Compatibility 14 •LFA 65 continued the tradition of supporting the Vail Brand with positioning on all marketing materials, a commercial on national TV broadcast as well as social media platforms. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 15 •LFA 65 impacted Vail’s sense of community by including students from the local martial arts community to perform and be a part of the event. •We also impacted the sense of community by including athletes that have a history in Vail, or current residency in Vail. Topline Marketing Efforts 16 •LFA 65 was supported by a strong presence on air on AXS TV events leading up to the May 3rd date •LFA 65 was supported by a strong social media campaign utilizing LFA, AXS TV, and individual athlete social media accounts. •LFA 65 was supported by a strong email and standard mailing campaign Potential for Growth & Sponsorships/Media Exposure 17 •Future LFA events in Vail will increase attendance through a continued effort of: creating stronger marketing plan, increase overall awareness and tapping into new audiences by strategic booking of talent •We have hired a national sponsorship sales agency to target and acquire term deals with new national level sponsors •We will gain greater media exposure and extend the marketing reach next year by leveraging our national level media partnerships. Sustainability Efforts 18 •We worked with the staff at the Dobson arena to adhere to existing policies in place that support the environmentally-friendly goals of the Town of Vail •We will continue to adhere to these in place policies at any and all future events 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 Item $ Total Event Budget:102,000.00 CSE Funds:17,500.00 Cash Sponsorship (not CSE):15,000.00 In-kind Sponsorship:4,000.00 Marketing Budget:10,000.00 Profit & Loss:10,000.00 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Assist in production costs Additional Information/Appendix 20 •TV Viewership reach was over 350,000 views •National and International Website impressions: over 1 Million –includes all major MMA sites, mainstream sites, local news, discussion forums, podcasts, fighter interviews, etc. •Combined social media reach over 900,000 impressions Facebook: 300K Instagram: 600K Twitter: 43K YouTube 22.5K •Detailed budget attached •Marketing plan attached •Survey Dashboard PDF attached