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HomeMy WebLinkAbout2020_VST_CRC 2020 Event Recap with SurveySurveyed Event Recap: Vail Mountaineer Hockey Club-2020 Sportsmanship Tournament February 3, 2021 41st Annual Sportsmanship Tournament-Oct / Nov 2020 Kristi Scheidegger Phone: 970.331.6669 kristi@vailmountaineers.org 2 2020 U18/Major Champions Vail Huskies Hockey Overall Event Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE (consider this a snapshot for your recap). •Worked closely with the ECPHD to safely host 39 teams for youth hockey during a pandemic! This was one of VERY FEW tournaments hosted in 2020. •78% of respondents stayed in Vail; with 64% in paid lodging •Actual total room nights generated in Vail is 524 •73% of respondents are “Very” or “Extremely likely” to return in the future •Estimated gross revenue generation for the Town of Vail was approximately $384K Questions from CSE 4 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Attendance Estimate 5 •Was this the attendance you expected? Yes and no! Yes-we knew attendance would be down from past years due to COVID restrictions. No-we had to cancel the final weekend and turn away 11 visiting teams. •How would you impact attendance next year? We plan to expand the event to 4 weekends moving forward beginning in 2021 due to increased demand and scheduling. Visitor Type 6 •Was this the visitor type split you expected? Yes -games are played over multiple days which requires overnight stays by the majority of teams. VMHC had 6 teams participating and that seems to be reflective of the 17% of residents. 100% of visitors were from Colorado due to COVID restrictions which did not allow for out-of-state teams to participate. •What steps would you take to optimize visitor mix for future events? We will continue to have a similar mix of visitors in future years. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •What measures did you take to encourage attendees to book lodging in the Town of Vail? The only lodging offers provided to participants were properties in the Town of Vail. These special offers were sent to teams for booking. Overall Visitor Profile 8 •Targeted demographic: Hockey players ages 8 to 18 and their families. •Did you reach your target demographic? Yes, the average age of attendees under 18 was 12.6. •What would you change to attract that audience next year? When we get another sheet of ice, we would expand the number of teams in each division and include Girls’ teams in our tournament. Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? The tournament is held over multiple weekends. Games start as early as 8:00AM on Friday and end with the championships on Sunday around 3PMfor each age division, requiring overnight stays. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Do you think the NPS scores reflect the attendee event experience? Given the challenges of hosting a youth hockey tournament during the COVID-19 pandemic, I feel the score is reflective of the event experience. COVID-19 brought MANY new restrictions and presented an incredible number of challenges. •What steps would you take to improve the NPS scores for your event next year? Unfortunately, a large part of people’s negative feedback has to do with COVID-19 restrictions, imposed by the public health department. Additionally, people were dissatisfied with game scheduling. Due to our ice time limitations, these will be difficult to remedy until we get another sheet of ice in Eagle County. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •What did your event do to encourage spending in Vail? With COVID-19 restrictions in place, many establishments were not open for business. Our focus was on safety of our community. Event Strengths & Weaknesses 12 •How did the event exceed expectations? We were able to safely host our hockey tournament for 3 out of 4 planned weekends. With most events canceled statewide, we felt fortunate to have the support of ECPHD, Dobson Ice Arena, Mountain Recreation and our community partners who made it possible. •What are areas for event improvement? Game scheduling is incredibly challenging, and we do our best to create fair/reasonable schedules for all participants. •How did this year’s event compare to previous years? Fewer teams, games and participants were one big difference. Also, we were unable to partner with local restaurant establishments to host our hospitality room on Saturdays. Vail Brand Compatibility 13 •How did the event support the Vail Brand? Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •How did the event impact Vail’s sense of community? Unfortunately, with many restrictions and protocols in place due to the pandemic, we were unable to promote community events and gatherings. Teams were encouraged to keep to themselves and at their lodging. As much as possible, we promoted local restaurants through our Facebook tournament pages. Topline Marketing Efforts 15 •Include overview of top 3 successful marketing tactics or executions We market our event through email communication to past participants and hockey associations who have participated in years’ past. Due to limitations on the amount of ice available, we have to turn away teams every year. This eliminates the need for extensive marketing. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 16 •How do you see the event evolving or growing next year? With limitations on available ice, we are unable to grow the event. Should the Town of Vail or Mountain Recreation approve another indoor sheet of ice, we could expand the event by opening the tournament up to more teams at each level and/or opening it up to a Girls’ division. •What sponsors do you plan to target next year? (Including existing and potential sponsors) We will continue to partner with the Town of Vail, Dobson Ice Arena and the Mountain Recreation Eagle Pool & Ice Rink. Additionally, we will continue our partnership with local Vail lodging partners and restaurants. Sustainability Efforts 17 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •What waste reduction methods were used during your event/program? •How could you improve on sustainability efforts for next year’s event? 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 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget: CSE Funds:$10,000.00 Cash Sponsorship (not CSE):$6,600.00 (lodging) In-kind Sponsorship: Marketing Budget: Profit & Loss:Profit about $29,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Officiating costs (almost $19K total) Additional Information/Appendix 19 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide full version of the Survey Dashboard PDF in Appendix •Provide any additional information or marketing materials you think the CSE would benefit from