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CRC 2019 Event Recap Vail CupPDFEvent Recap: 2019 Vail Valley Cindy Eskwith Memorial Tournament Presentation: February 5, 2020 Vail Cup: October 5-6, 2019 Kerri Thelen Phone: 970-390-7994 director@vailsoccer.com 2 Estimated 14.4K Visitors Direct Economic Impact 2,847,685 Economic Payback Ratio $284.77 Sale Tax Impact $80.651 Daily Spending $197 Overall Event Highlights & Successes 3 • Top success of the 2019 Vail Valley Cup • SOLD OUT with 148 teams and many on wait list; 2020 will see expansion to 160 • Broadened our attendance demographics to include teams as far away as Arizona • Decreased the number of local teams thus increasing the number that required local lodging (room nights “recorded”) • Increased number and depth of sponsors which increased our overall exposure, by signing on a national sponsor, and overall sponsorship dollars by 5K • TOV highlighted in all advertising and marketing materials including referee coin, Vail Cup program guide, coaches & players gift and event website Estimated Attendance Results 4 • Average family size is 4 plus extended family (6); referees allowed to bring families to event (lodging), coaches plus family • 2664 players, 200 plus coaches (plus family), 600 referees (plus family), 10-15 Vail Cup staff, 300 volunteers, spectators 13,320 specifically for event • Numbers are the same based on 148 teams for 2018 • Estimated 14.4K visitors (based off of 2018 survey as number of teams consistent with past years) Estimated Attendee Profile Results 5 • Attendees came from local, regional, out of state; Park City, Utah, Arizona, Durango, Aspen, Fort Collins, Colorado Springs, Boulder, Broomfield, Denver and surrounding areas, Summit County • Only 14 local VVSC teams and less Summit County teams than previous years Estimated Spending Results 6 • Estimated average spending per person: • Dining: Average $75 a day per person • Shopping: $25 per person • Lodging: Average $50 a night (2 night stay) per person • Other Activities: (*if participate in an activity $50 per person) • Total average spending per person: $200 daily • Town of Vail spending the event/program generated: Formula: 14,400 x 400 (2 days) = $7,200,000 NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? • Based on coaches survey and follow up event emails 95% would recommend this event to a friend or colleague 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 8 • We sold out in record time with over 50 teams being placed on a waitlist; also broadened demographics to Arizona • We had a few local fields that need upgrades and overall maintenance; we have already received a Grant from (CSA-Colorado Soccer Association) for monies to address and rectify this issue before the beginning of play in the Spring • This year’s event saw a more streamlined volunteer program, with clearer expectations, that made for a successful transition between games. We also improved our game schedule so that we could avoid diminished lighting with respect to games played late in the day Vail Brand Compatibility The Premier International Mountain Resort Community 9 • The Town of Vail logo is integrated into every years Vail Cup logo which is then placed on the shirts that are sold, coaches gifts, athlete pins and Vail Cup program (which includes a full page TOV ad). All communication with teams and coaches includes TOV mention, in respect to activities, lodging and overall Town of Vail highlights Brand Positioning: • Town of Vail: Considered title sponsor of the Vail Cup, check in hosted in Vail (see above) • Vail Mountain: We highlight through our field exposure Community Contribution 10 • How did the event impact Vail’s sense of community? Volunteers (local schools, athletic teams (outside of soccer), families, friends *rely heavily on volunteers to staff fields (kickback to local athletic teams to help support their program, travel, uniforms etc.) Stay & Play tournament so teams must stay in the valley; supports, local restaurants, businesses, creates a Vail tradition, love and loyalty for valley, that keeps them coming back as extended community Local sponsorship support, helping kids and families in the valley (60% proceeds of the tournament go towards scholarships for local kids) Economical way for our local soccer players to participate in a high level tournament with no cost to them Topline Marketing Efforts 11 • What are the top 3 successful marketing tactics, executions or results from your event/program? • Stay and Play tournament; lodging and amenities; families travelling to the valley in October are likely to return to Eagle County for year round travel • Families return for league play 10-12 weekends during the year. This allows families to create Vail traditions, find local favorite shops, hotels, restaurants and establish love and loyalty for the Vail Valley • Encourages second home ownership/home away from home for families outside of the county…Quick Vail getaways • Sponsorship (3) program, banners, local community support • Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 12 • How do you see the event evolving next year? CSA application approved for 160 teams which increases lodging revenue and overall spending • What sponsors do you plan to target next year? Local and national, broaden the depth of sponsorship • How will you leverage media exposure and extend the marketing reach next year? More teams from Arizona, Utah, midwest, Nevada. Market to soccer clubs in these states Sustainability Efforts 13 • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Vail Honeywagon, water jugs at all fields (no plastic bottles distributed), recycling bins • What waste reduction methods were used during your event/program? Removed all plastic water bottles • How could you improve on sustainability efforts for next year’s event? Increase social media through apps 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 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget: CSE Funds: 10,000 Cash Sponsorship (not CSE): 6600.00 In-kind Sponsorship: 6500.00 Marketing Budget: 10,000.00 Profit & Loss: 69,879.00 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Trophies, coaches gifts, Vail Cup program, pins 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 Vail Cup Marketing Budget • Year round tournament listing on www.gotsoccer.com - $2500 • Year round tournament listing on www.coloradosoccer.com - $600 • Year round tournament listing on www.vailsoccer.com -$750 (registration opens April 2018 through CSA membership and tournament sanctioning) • Direct mailing to CSA membership 80,000 members (May, June, July) • Vail Cup printed information shared during annual CSA member meeting - $50 • Spring distribution of flyers and brochures given to coaches -$100 (hand out at tournaments and league games in Denver; over 500 distributed) • Tournament materials; team bags and coaches gifts (with TOV logo), trophies and medals - $6500 • Vail cup tournament program 20 per team - $2000 • Social media Facebook, Instagram 16 Vail Cup Detailed Budget 17