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Home My WebLink About02. a. CRC 2021Event Recap Vail lacrosse TournamentEvent Recap: Vail Lacrosse Tournament Cultural, Recreational & Community Category August 23, 2021 Vail Lacrosse Tournament June 21-23, 2021 Mark Foster Phone: 303-910-5470 vaillacrossetournament@gmail.com 2 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). •70% of guest were new to the event: 93 teams; 1,860 youth athletes; 7,400 spectators if 4 people per player •65% of guests stayed in Vail with 60% staying 3 nights, compared to 49% staying in Vail during 2019. •Invested in onsite social media team to promote the event and community: US Club Lacrosse –resulted in larger presence on social media and posts receiving upwards of 26,000 likes •Hosted more team in the Town of Vail by running three fields at Ford Park, one field at Vail Athletic and one field at Vail Mt School •8.5 out of 10 rating for recommending our event to others Attendance Estimate 4 This year 93 teams attended with an average of 20 players per team and according to 2021 survey 50% traveled with parties of 2-3 and 43% traveled with parties of 4-6. Estimated attendance: 1,860 athletes 7,440 spectators (average 4 per player) Total: 9,300 Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): Based of team registration information •Colorado •Texas •Georgia •Ohio •Maryland •California •North Carolina •Florida •Washington, D.C. •Idaho •Illinois •Indiana •Minnesota Estimated Spending Results 6 •Estimated average spending per person: •Spend per day, minus lodging: 40% say $200+; 32% say $100-$200 •Lodging: 41% say $201-$300 per day •Total average spending per person: $130 •Town of Vail spending the event/program generated: Formula: # of attendees x total average spending 9,300 x $130 = $1,209,000 NPS (Net Promoter Score)/Likelihood to Recommend 7 •Do you think the NPS scores reflect the attendee event experience? We do believe that the above 8.5 out of 10 and affiliated NPS of 72 is a strong representation of the event. 76% of respondents rated the event 8-10, 21% rated the event 5-6, and 4% rated the event 1-4. Event Strengths & Weaknesses 8 •How did the event exceed expectations? Attendance was very strong this year with a couple new teams attending from out of state or teams committing to bring multiple teams in each division. For a total of 93 teams vs 105 teams in 2019 and 94 in 2018 What are areas for event improvement? We will always work to improve communication to guest and teams and will continue to work to improve our social media and onsite interaction with guests and players. •How did this year’s event compare to previous years? A COVID year is always a success, but we still attracted 50% of our teams from out of state with 93 teams attending. The delayed high school sports year impacted out ability to field a complete boy’s high school division. Vail Brand Compatibility 9 •How did the event support the Vail Brand? The event is helping support the Vail Brand by promoting the resort and the valley as a premier destination and encouraging teams and families to explore Vail. We will continue to design our event and game schedules in a manner that provides guest with the time and flexibility to watch their children play, but also vacation in Vail. We produced information packets to send to teams and parents promoting the Town of Vail and local business. Working with the Vail Welcome Center and Vail Chamber of Commerce to promote local business, the Epic Discovery Center and other Vail businesses was step in the right direction with room to improve Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 •How did the event impact Vail’s sense of community? The event brings ~9,300 people to attend a mid-week national youth sporting event. The event hosts teams from across the nation and provides an opportunity for the local youth clubs to compete in the event. The local lacrosse club had a team in the event this year and continues to increase its attendance. The event works with players not on a team to compete in the event as a free agent. Almost every year we have players from Vail, Aspen, or Steamboat who request to be free agents and placed on a team. Topline Marketing Efforts 11 •Include overview of top 3 successful marketing tactics or executions 1. Invested in onsite social media team (US Club Lacrosse) that increased our reach on multiple social media channels: YouTube, Instagram, TikTok, Facebook… See slide 17 2. Improved our engagement and content on newsletters that kept guests informed of travel and activities in Vail prior to the event. See slide 18-19 3. Created new highlight videos and promotional videos. See slide 20 •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving or growing next year? There is still room to grow and increase attendance, especially with teams from out of state. However, we see an opportunity to bring more events to the town of Vail by hosting a player/family event or hosting an event with our partner, US Club Lacrosse in town What sponsors do you plan to target next year? (Including existing and potential sponsors) We will continue to target local sponsors (banks, real estate businesses, restaurants…), but we still believe there is an opportunity for performance/health goods at our event •How will you leverage media exposure and extend the marketing reach next year? •We will continue to invest in more targeted ads, leverage our marketing videos on social media channels and grow our relationship with US Club Lacrosse to help promote and manage the marketing of the event. Looking to become a US Lacrosse Sanctioned Event Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We work closely with Vail Recreation and Honey Wagon to provide trash and recyclable containers at fields. Information packets are distributed to teams and parents with information on the free bus system and other low emission transportation options •What waste reduction methods were used during your event/program? This year we did not provide water on the fields because of COVID, but we encouraged reusable bottles by teams and spectators •How could you improve on sustainability efforts for next year’s event? •We worked with Walking Mountain in Avon and would consider using them in Vail pending subsidies to help to cover their costs 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, Event Budget 14 * Assumes Fill CSE Funds Received *Event producer to attach detailed budget for recap Item $ Total Event Budget:$160,000 CSE Funds:$4,430* Cash Sponsorship (not CSE):0 In-kind Sponsorship:0 Marketing Budget:20,000 Profit & Loss:16,900 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Social media marketing and onsite team 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 16 17 16,000 views 26,000 views 25,000 views Marketing Material &Key Metrics Newsletter Sample –June 2021 18 This is a snapshot of our website views from May 1, 2021 to August 18, 2021 of Unique Visitors, which is the number of different people who visited to our site. The other image is the number of new visitors and returning visitors, which shows 92% of visitors our new and we are attracting new customers each year 19 Highlight Videos, Promo Video and On-site interviews Promo Video: https://www.youtube.com/watch?v=8b uvrwX5lkE Highlight/Interview https://www.youtube.com/watch?v=r6 A_oLbxpkQ https://www.youtube.com/watch?v=R 5grIodEF4M 20 Vail, Colorado Don’t miss out on adventure, family fun, and memories There is so much more than just lacrosse, parking and field directions. Find information on outdoor adventures, family fun, concerts, dining and much more …. Table of Contents 1.Free Bus Rides & Parking for Ford and Athletic Fields 2.Field Maps & Parking Directions 3.The Vail App: The best source of information 4.Top Picks 4 Things to do in Vail 5.Vail is so much more than Lacrosse. Check out all that Vail has to offer 6.Thank you Sponsors Free Bus Rides –Yes!!! For Ford Field and Vail Athletic Field Step 1: Park at the Vail Village parking structure for FREE. (241 E Meadow Dr, Vail, CO 81657) Step 2: Option 1: Take the Ford Park Express Bus to Ford Field -FREE Option 2: Walk 5 minutes to the Ford Fields -FREE Option 3: Take the In Town Bus to the Vail Athletic Fields -FREE Field Maps & Parking Directions Ford Field 1, 2, 3 It is a very easy walk from the Vail Parking Structure (241 E Meadow Dr, Vail, CO 81657)to Ford Field: Field Maps & Parking Directions Ford Field 1, 2, 3 Ford Field 1, Ford Field 2 & Ford Field 3: 700 South Frontage Road E Vail, CO 8165 Parking Options 1. Park at The Vail Village Parking Garage (241 E Meadow Dr, Vail, CO 81657) for free and it is about a 5 minute walk to the fields or a free bus ride 3. Do not park on the frontage road. Do not park illegally because you will be ticket/towed 4. Do not park in the bus lanes this is not an area to use for player drop off 5. There might be a $10 daily parking fee to park at Ford Park Event Parking & Player Drop Off Buses Only – No Drop Off Field Maps & Parking Directions Vail Athletic Field 4 Vail Athletic Field 4: 630 Vail Valley Dr Vail, CO 81657 Parking Options: 1.Park at field. Spots are limited and there might be a $10 town parking fee 2. Park at Village Parking Garage (241 E Meadow Dr, Vail, CO 81657) and take FREE IN-TOWN BUS. The bus will run every 15 minutes. Note: no parking along road at fields- you will be ticketed Field Maps & Parking Directions Eagle Vail Soccer Field 5 Eagle Vail Stadium Field 6 600 Eagle Rd, Vail, CO 81657 Parking Options: 1 Park in the large parking lot between the fields 2 Park on the north side of the frontage road (cars only be parked on the north side) 3 Do not park illegally because you will be ticket/towed Field Maps & Parking Directions Avon Field 7 Avon Field 8 Avon Field 7: 90 Lake Street Avon, CO 81620 Parking Options: 1 Park in the surrounding lots 2 Do not park illegally because you will be ticketed/towed Avon Elementary Field 8: Avon Elementary 805 West Beaver Creek Boulevard Avon, CO 81620 Parking Options: 1. Park in the school lot (limited spots) 2. Park in the parking lot of Avon Field 7 and walk past the lake (use the sidewalk on the left side of the lake) 3. Do not park illegally because you will be ticketed/towed Field Maps & Parking Directions Edwards Field 9, 10 , 11, 12 Edwards Miller Ranch-Freedom Park: Fields 9,10,11,12 Miller Ranch-Freedom Park 450 Miller Ranch Road,Edwards, CO 81632 Parking Options: 1 Park in any of the surrounding parking lots in designated spots-when walking, please follow designated walked areas. 2 Do not block bus lanes 3 Please no parking/player drop off along Miller Ranch Rd! You will be ticket/towed. 4 No parking in neighborhood to the East of the fields 5 Do not park illegally because you will be ticketed/towed Field Maps & Parking Directions Battle MT HS Field 13 & 15 Battle Mountain HS Field (BMHS) 13 & 15 BMHS Stadium 13 & Grass Field 15 151 Miller Ranch Road,Edwards, CO 81632 Parking Options: 1 Park at high school parking lot by stadium and walk to fields 2 There are limited parking spaces at the baseball field and please do not park along the road – we need the space for emergency vehicles. 3 Do not park illegally because you will be ticketed/towed Field Maps & Parking Directions Vail Mountain School Field 14 Vail Mountain School Field 14 3000 Booth Falls Rd, Vail, CO 81657 Directions to field: 1. From I-70, exit 180 2. Take I-70 Frontage Road West to Booth Falls Road. Parking: Park in the lot directly in front of the field. Please do not park on the frontage road or the road leading up to booth creek falls as this is a popular hike in the summer to see the waterfalls! Field Maps & Parking Directions Single Tree Park Field 16 Single Tree Park Field 16 (for the 2019 tournament) 1010 Berry Creek Rd, Edwards, CO Directions to the field: 1. From I-70 exit 163, north on Beard Creek Rd(approx 1 block) bear right on Berry Creek Rd. 2. East (right) onBerry Creek Rd (1 mile) to Singletree Park. 3.Singletree Park is located at the SE corner of Berry Creek Rd & Winslow Rd. Parking Options: Please note, parking is limited. Please follow neighborhood signs or you will be ticketed. Do not park on the road lining the park, you will be ticketed For additional parking, please park at the Edward Field locations and walk to the park. This will take approximately 10minute Vail APP –Everything Vail! https://www.vailgov.com/app Epic Discovery Zip, fly, tour, tube: how will you discover Vail Mountain? With Adventure Courses, Ziplines, a Mountain Coaster and much more, the options are endless at Epic Discovery, the ultimate playground! https://www.vail.com/explore-the-resort/activities-and-events/epic- discovery/epic-discovery.aspx Bike Rentals Vail is your headquarters for bike rentals and summer fun! Elevate your vacation! Ride Vail Mountain’s gondola to 10,350 feet and enjoy the view.Our professionally-maintained, full-suspension mountain bikes allow you to comfortably navigate down Vail Mountain’s world-class trails. https://bikerentals.epicmountaingear.com/ Free Concerts & Other Fun Stuff Town of Vail -Hot Summer Nights is an annual FREE concert series hosted every Tuesday evening throughout the summer at the Gerald R. Ford Amphitheater. Gates open at 5:30, concert begins at 6:30. Bring a picnic for the lawn or enjoy our top of the line concessions at the iconic open air in beautiful Vail, CO. https://grfavail.com/ •Town of Avon -Join us on The Terrace at the Avon Performance Pavilion on Sunday nights for casual musical performances by local Eagle County musicians. •The free AvonLIVE!Concerts in the Park series returns this summer better than ever with ten exceptional evenings of live music...rain or shine! •https://www.avon.org/2042/Culture-Arts-Special-Events White Water Rafting Vail is a great place to base your rafting or kayaking adventure from. Boasting its own Whitewater Park in the center of the village as well as Class I to Class V river trips on the Eagle, Colorado, and even the Arkansas rivers. Book your rafting trip with one of Vail's rafting companies and learn more about the difference between the classes of rapids in Vail's surrounding waterways. https://www.vail.com/explore-the-resort/activities-and-events/summer- activities/rafting-and-kayaking.aspx VAIL IN THE SUMMER As the snow melts, Vail blooms with outdoor activities, events and more. Locals know that summer is steadily becoming one of Vail’s worst kept secrets, so come see for yourself why everyone is falling in love with Vail’s other best season: summer! From Epic Discovery, Vail's #1 family activity, to mountain biking, hiking, and a multitude of fun events, summer is not to be missed! Find the Vail Lacrosse Tournament’s top picks for activities to do as a family and team. https://www.vail.com/explore-the-resort/activities-and-events/summer- activities.aspx Thank you to our 2018 Sponsors