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
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Overall Event Highlights & Successes
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•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
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•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
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•most participants are from the Vail Valley with the next largest group from
the Front Range
Estimated Spending Results
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•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)
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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
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•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.)
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•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
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•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
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•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
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•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
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•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
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•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
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* 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
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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
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•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
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Vail Cup 2020 Poster and 2020 Original Ad Vail Cup 2020 Bib
Additional Information/Appendix
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Vail Cup 2020 wind flags for base of Golden Peak on Golden Peak competition days;
moved to podium for awards ceremonies on competition days