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HomeMy WebLinkAbout02. e SSCV Vail Cup Event RecapEvent Recap: Steadman Clinic Vail Cup Cultural, Recreational & Community Category Ski & Snowboard Club Vail -May 6, 2020 Steadman Clinic Vail Cup: January 12th -two Giant Slalom races; January 19th -Giant Slalom race and Mogul competition; March 8th -Slopestyle, Halfpipe, and Big Mountain competitions Ski & Snowboard Club Vail Sharon Schmidt Phone: 978-621-8738 (cell) 970-790-5161 (office) sschmidt@skiclubvail.org 2 Overall Event Highlights & Successes 3 •alignment with SSCV’s Mission •To inspire character growth and excellence in snowsports •embodies SSCV’s Motto •For the Kids •complimentary opportunity for children ages 5-15 to be exposed in a fun, family-oriented, confidence-building environment to the entry level competition side of snowsports, whether skiers or snowboarders, across multiple disciplines •Giant Slalom alpine racing, Mogul, Big Mountain, Slopestyle, Halfpipe •10 event sponsors Estimated Attendance Results 4 •of the 134 registrants in 2020 there were a total of 318 competition starts •athletes typically accompanied by one or both parents at the event •58 athletes registered for the event in both 2019 and 2020 (43% of the 2020 athletes participated in the event last year) Estimated Attendee Profile Results 5 •most participants are from the Vail Valley with the next largest group from the Front Range Estimated Spending Results 6 •estimated average spending per person: •Dining: with the SSCV Clubhouse and Awards Ceremony near the base of Golden Peak and several of the competitions at Golden Peak, Larkspur Marketplace and Golden Peak Grill likely see an increase in business during Vail Cup race days. On average a family may spend up to $100 on a race day •Other Activities: Parking-$30/family to park in Town of Vail Parking Structure •Total average spending per person: assuming a family of 4, approximately $33/person NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? •SSCV did not survey the athletes participating in this event 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 •How did the event exceed expectations? •Children are most often extrinsically motivated to take part in an activity because it is fun, they are with friends and/or family and, in the case of snowsports, they enjoy being outside “playing” in the snow. •Whether they develop a life long passion for skiing or riding or they become intrinsically motivated over time to train, compete and learn life lessons on and off snow through the vehicle of a competitive sport--- •it all starts through the type of experience that this event provides •it all fosters a healthy lifestyle to support the child’s physical and mental well- being into adulthood •Being able to provide this opportunity at no charge through the support of sponsors like the Town of Vail exceeds our expectations for this event. Event Strengths & Weaknesses (cont.) 9 •What are areas for event improvement? •identify means to broaden low cost/no cost marketing to attract additional local and visitor participants to increase athlete participation •How did this year’s event compare to last year? •Vail Resorts provided phenomenal venues both years •the diversity of the competition event offerings draws a variety of athletes •due to weather and venue conditions (lack of snow for a mogul venue on January 19 and excessive snowfall for the slopestyle and halfpipe venues on February 8) we were able to rearrange the scheduling of the events to enable all events to take place through the support of Vail Mountain •we continued to engage a large number of adult volunteers to support the production of this event Vail Brand Compatibility The Premier International Mountain Resort Community 10 •How did the event /program support the Vail Brand? •Ski & Snowboard Club Vail is a premier snowsports club known for hosting world class events on Vail Mountain. SSCV brings these strengths to this event, making use of world class venues that Vail Mountain has to offer. •SSCV’s strategic intent/vision statement aligns with its production of this event and the Town of Vail and Vail Mountain Brand Positioning. •Strategic Intent/Vision Statement: Our objective is to provide the level of quality commensurate to the needs and goals of all our athletes,so they can become the best they can be. We aspire that more of our athletes will become the best in the world than any other club.SSCV is a Vail Valley centric program. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 11 •How did the event impact Vail’s sense of community? •Because the event is complimentary, it is well positioned to attract a variety of young participants ranging from a local Vail Valley family to a Front Range family with a second home or seasonal rental in Vail to an out of state or international family vacationing here for the week. These young skiers and riders are welcomed with open arms at the event, given a bib displaying our generous sponsors which they wear during competition and keep as a memento of their experience and may even head home with a coveted medal recognizing their top five individual event performance in their age group or with a trophy for a top five overall performance across all competitions in their age group. •The event is synergistic with the Town of Vail’s brand positioning as “The Premier International Mountain Resort Community”, introducing families to yet another element of what it means to be part of the Vail community, whether here short or long term, and an element that embodies the love for skiing or riding that so much of this community shares dating back to its founding fathers. Topline Marketing Efforts 12 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Vail Daily ads •Vail Cup website •SSCV Clubhouse News distribution Potential for Growth & Sponsorships/Media Exposure 13 •How do you see the event evolving next year? •increase the number of athletes registering in the event and broaden the sponsor base •What sponsors do you plan to target next year? •corporate sponsors as well as community based sponsors •How will you leverage media exposure and extend the marketing reach next year? •explore opportunities to better market the event to visitors to the Vail Valley and locals through schools given the complimentary nature of this event •explore the possibility of sponsors marketing this complimentary event through their marketing channels in ways that feature SSCV’s and the event participants’ gratitude for their sponsorship of this event Sustainability Efforts 14 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •use of online registration, electronic waivers, electronic score sheets for judged events and fabric bibs which can be used throughout the season rather than disposable bibs •What waste reduction methods were used during your event/program? •In addition to the above, use of any remaining bibs for internal SSCV competitions •How could you improve on sustainability efforts for next year’s event? •expand online marketing efforts 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 15 * Event producer to attach detailed budget Item $ Total Event Budget: CSE Funds $4,000.00 Cash Sponsorship (not CSE):$12,030.61 In-kind Sponsorship: Marketing Budget:$ 1,870.43 Profit & Loss:$ 3,953.60 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Hill fees and a portion of bib expense Additional Information/Appendix-2020 Steadman Clinic Vail Cup Budget 16 2020 Budget Income Sponsorship $ 16,030.61 Expense VR Hill Expense $ 2,000.00 Bib Expense $ 4,113.03 Awards $ 3,058.89 Advertising $ 1,870.43 Payroll $ 525.00 Other $ 509.66 $ 12,077.01 $ (12,077.01) Net Income $ 3,953.60 Additional Information/Appendix-Marketing Plan 17 •Vail Daily ads •Steadman Clinic Vail Cup web site •Ski & Snowboard Club Vail web site •SSCV Clubhouse News-the SSCV newsletter distributed to approximately 4000 SSCV families, alumni and friends advertising Vail Cup in November 2019, January 2020 and February 2020 issues •event posters distributed to hotels in Vail, Avon and Beaver Creek •event wind flags at the base of Golden Peak during events and at rear of SSCV Clubhouse on the podium during Vail Cup Awards Ceremonies •reminders to SSCV coaches prior to competition weekends to see if their athletes would like to register for the event Additional Information/Appendix 18 Vail Cup 2020 Poster and 2020 Original Ad Vail Cup 2020 Bib Additional Information/Appendix 19 Vail Cup 2020 wind flags for base of Golden Peak on Golden Peak competition days; moved to podium for awards ceremonies on competition days