HomeMy WebLinkAbout02. g. 2019 Kick It 3v3 Vail Presentation - CompletedEvent Recap: Kick It 3v3 World Championships 2019October 10, 2019
Kick It 3v3 World Championships 2019: July 26-28, 2019Brandon FerraroPhone: (203) 889-8676brandonf@bigticketsportsllc.com2Dan Cramer Phone: (303) 949-5773danc@bigticketsportsllc.com
Overall Event Highlights & Successes3• Increased attendance, both team participation and spectator counts by 15-20% thus further enhancing the total guest experience. • Kick it brought in two corporate sponsors. 1.) FC Schalke 04 German Bundesliga Soccer (two youth soccer coaches taught clinics to the children while their mascot, Erwin, cheered on) 2.) GoGo squeeZ (distributed samples to all players and spectators as well as added a speed kick activation) • Retained a videographer that professionally captured the event. We will use this video to promote our brand awareness on all of our social media outlets. We will also use this video to market toward Vail 2020. https://www.dropbox.com/s/0uvwk6vxtf4yyf5/Kick%20It%203v3%204K.mp4?dl=0• 25% of the teams traveled from out of state: Texas, New Mexico, Wyoming, Georgia, Connecticut, Oklahoma, Illinois, and Iowa. We also had a German and Mexico International presence. • King of the Pitch (scheduled for Friday, but moved to Saturday due to rain) had an incredible turnout drawing attention from EVERYONE in the plaza. There was a 50/50 split participation from competitors at the event, and tourists in the village. https://www.dropbox.com/s/0uvwk6vxtf4yyf5/Kick%20It%203v3%204K.mp4?dl=0
Estimated Attendance Results4•Was this the attendance you expected? •Yes, we saw a 20% increase in both team counts and spectators. •How would you impact attendance next year? •Kick It was recently bought by Big Ticket Sports LLC (BTS). BTS is owned by Kevin Garnett, former NBA player and current Hall of Famer. We plan to roll out a brand new season, with potential new corporate sponsors. We are expanding our national footprint by exploring other regions which will result in bringing more teams to Vail. BTS is in the planning stages of adding additional resources and staff. We are adding agencies to help sell sponsorships and grow our social media presence, nationwide.•Number/percentage of people who came specifically for event: 90+%•Number/percentage of people who attended the event last year:65%
Estimated Attendee Profile Results5•Attendees came from (local, regional, out of state, international):•Local: 1000 (This includes Vail soccer teams and King of the Pitch)•Regional: 8350•Out of State: 2,000•International: 150Kick It expected at least 90% overnight visitors due to the multi‐day tournament as well as teams that qualified through the program to play in the Vail Championships.Kick It aims to increase visitors by actively marketing the event to a database of over 100,000 families, and travel packages offered.
Estimated Spending Results6•Estimated average spending per person:•Dining: $62•Shopping: $28•Lodging: $40•Recreation: $56•Other Activities: $21•Total average spending per person: $207•Town of Vail spending the event/program generated: Formula: # of attendees x total average spending = 1,345,000
NPS (Net Promoter Score)7Attendee Response: How likely is it that you would recommend this event to a friend or colleague?Most attendees would give a Net Promoter Score of a 9. Soccer players love to play in the Vail setting, and most of these soccer players who have a niche for the 3v3 format are usually diehard soccer players/repeat customers. Parents enjoy the fact that Vail is a destination event, so that they can not only have fun seeing their child play in a competitive soccer tournament, but they can enjoy the various activities Vail has to offer.
Event Strengths & Weaknesses8•How did the event exceed expectations?•We were very pleased with the turnout of our team participation counts this year, especially out of state guests. We increased 20% from last year’s Vail event. It was a safe environment with healthy competition. •What are areas for event improvement?•We would like to strive to make this a true World Championship. We would like to see a 50/50 split between out‐of‐state and Colorado teams. •How did this year’s event compare to last year?•This year’s event was larger in terms of team counts with a larger portion of international/out‐of‐state teams. Our corporate sponsor, FC Schalke 04 hosted clinics by German Bundesliga youth professionals. King of the Pitch, on Saturday night, in Solaris Plaza was quite a success. Not only did we draw from the majority of soccer teams participating in the event, but also people that were visiting vail of their own fruition. Overall we saw an increase in team count from 134 teams to 152 teams. This year, we were able to have more giveaways for teams winning, as well as teams participating. We gave away t‐shirts, scarfs, trophies, and sponsorship samples.
Vail Brand CompatibilityThe Premier International Mountain Resort Community9•How did the event /program support the Vail Brand?•Kick It 3v3 is a family‐oriented experience that promotes healthy soccer fun for all active families. We produce more than 50 events annually which includes 15,000 players and 30,000 supporters that value health and wellness, and celebrate a lifestyle that is based on inclusion, accessibility and making memories. Our constituents pair perfectly with the Town of Vail and all that it offers and represents. Our participants and their families are middle‐to‐upper class; enjoy recreational activities; and, frequently travel to year round resort destinations to enjoy active outdoor experiences. Additionally, our events are culturally diverse. Through our efforts with our European partner, FC Schalke 04 we leveraged the global interest in soccer with the notoriety of Vail to deliver a story that drove excitement and intrigue in the world of 3‐on‐3. Playing soccer at Vail, a place that’s “like no place on earth” can be quite exhilarating.
Community Contribution10•How did the event impact Vail’s sense of community?•Kick it 3v3 brought over 900 families to the town of Vail to build memories that will last a lifetime. Most of those families stayed overnight at Vail, thus allowing families to experience the rich life‐activities that Vail community has to offer. By bringing such a large event to the town of Vail, it gives a sense of an overwhelming participation in local attractions, such as restaurants, mountain activities, and hotels. Our event brings sport awareness to the town of Vail, and adds to the overall success of the community by Vail constituents participate in future sporting events.
Topline Marketing Efforts11•What are the top 3 successful marketing tactics, executions or results from your event/program?•Marketed and promoted the Town of Vail at Kick It qualifying tournaments throughout the nation along with our Golden ticket giveaway. For all winners throughout the country, a golden ticket was awarded to them for a free entry into the event. •Extensive email and social media campaigns.•Press release/advertisements with Kick It’s Partners including FC Schalke and GoGo squeeZ were distributed via social media by professional soccer player, Weston McKennie. Weston McKennie played as a youth in Kick It 3v3, and now represents the United States on the National Team and plays for the German club, FC Schalke 04.
Potential for Growth & Sponsorships/Media Exposure12•How do you see the event evolving next year?•As our company was just recently bought out by Big Ticket Sports LLC, we plan to roll out an extensive 3‐on‐3 soccer tour with several perspective new sponsorships. We are expanding into new territories providing the Kick It experiences to new players around the country. We do see a trend that will certainly increase participation in next year’s Vail event. •What sponsors do you plan to target next year?•We will continue to target sponsors that promote health‐conscious nutritional products for children and families. Kick It plans to have both FC Schalke and GoGo squeeZ return for the 2020 season. •How will you leverage media exposure and extend the marketing reach next year?•We will continue our efforts to invest in the promotion of our brand as well as those of our partners. Expansion of social media exposure is one of our main focuses this year which will increase the depth and breadth of our coverage. We have added an agency to assist us with these social media efforts called Today’s Business.
Sustainability Efforts13•What measures were taken at your event/program to support the environmentally‐friendly goals of the Town of Vail?•Kick It partnered with Vail Parks and Recreation for sanitation services in addition to encouraging participants to carpool, walk, or use bikes when in the Town of Vail. These reminders were sent to our contacts prior to the event and were included in the team bags each team received at check‐in. •What waste reduction methods were used during your event/program?•Trash and recycling bins were placed on all fields and Kick It staff cleaned any leftover waste on fields at the conclusion of each day that the event was held. •How could you improve on sustainability efforts for next year’s event? •Next year we are going to reduce our plastic footprint for the weekend by having water stations, and promote carpool efforts when traveling to the tournament
Event Budget14Item $Total Event Budget: $60,095CSE Funds: $30,000Cash Sponsorship (not CSE): $4,000In‐kind Sponsorship: $0Marketing Budget: $14,800Profit & Loss: $11,905.00How did you use the CSE funds?(marketing, operations, staff, venue, etc.)Marketing, Operations, and staff.
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Kick It 3v3 World Championships: July 26-28, 201918Kick It 3v3 National Soccer TourBig Ticket Sports LLCPhone: 1‐888‐831‐2480Kickit3v3@bigticketsportsllc.comwww.KickIt 3v3.com