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Home My WebLink About02. b. 2021-08-27 Vail Shootout recap reportEvent Recap: Vail Lacrosse Shootout Cultural, Recreational & Community Category 0 rowN of VAIL Vail Lacrosse Shootout: June 26 — July 4, 2021 Jim Soran Phone: 303-877-7977 jsoran@montgomerylittle.com Overall Event Highlights & Successes • List the top 4-6 successes you want to share with the CSE (consider this a snapshot for your recap). We had very good attendance numbers, despite the remaining effects of the Covid pandemic and the cancellation of the 2020 tournament due to Covid. In fact, in 2021 the number of teams increased from 75 in 2019 to 95 in 2021 and the number of attendees (players, coaches & others) increased from 2,678 in 2019 to 3,278 in 2021, representing a 22.4% increase. For 2021, we estimated that we'd have a lower number for spectator attendance, due to our belief that a portion of the population was still hesitant to travel. However, our observations of fans present at many of the games at Ford Park would indicate that fan attendance was greater than what we anticipated it would be. • For the first time, the event was able to vend its own Vail Lacrosse Shootout merchandise line, which was well received and sold well. In future years, we plan to have more availability of merchandise. • In all divisions, we received numerous comments from players and coaches about how much they had looked forward to and enjoyed being able to take part once again in this gathering of teammates and friends in Vail, after the 1 year hiatus due to Covid. TOWN OF VAJl g IrnpaIS efor Ov' Q- plans were ,adated restriction e of G to the Cpoij V10 1a fp updated a had beenpfted Pawa e 0 teams were made event due cont\nu restrictwns ere e w vId anges made t �o id and tea eared, most �O c, -yes and t that e ch ith d medical fa ater bottf es. Describe th to comply w r event dates an ua1 `N events' ps an ev S�b11it Ps ou own, individ to future nice our re P sPe anden`ic modrficahtbe in Pla�sks were reek ided their forwardin ountM we recoMonitoringth that o gnament, n' p11 teams Pro ee rollfm% of the c es at risk ars the requirements• V1D '19 do youf eograPhical afe put its atta a 1rg. future Ve onitor\n those frogs from �� ether from a1 eg t that doe our event P contnually mevent im the what fear anY People tog onauct an e1i w111 be Part �9 pandemlc- e time of the ..olorado and meN to en V1D- atth were go ma\,,e ev aaM required a lustm es caused by the e� atus migheeent, lirr<�ti�ngteams ttendes safe and t were the t nd hy'mg o \,j as l�rn t ng elf sand how to keep staff em resPon5e. gteOdee d f be ng able Wha toms r COv1D-1g lihoo in Place is to the game restodXons considera rmgVou d of the like Plannimg stages, adjustmer` ,dees regard therm aPpr\se hboring states,ackfrom atte (forts to keeP IL me�g of feed' of our e revie de my testimomrals d aPPre6ative osidered os'Itxjens co 4 lfeedbac\"N event and restoctIo being to hold Attendance Results E stimated gooattendees* OS to estimate and a others„ did You layers, coaches each d attendance: t method e number °f p number of teams in Estimate event, wha the averaS 1 that by the layers, coaches and If non'ticketed can estimate nage, Y including p course of the number of attendees, over the rior team surveys, we of our divisions an ated at 8,859 From, each the is estim most, if iHgteams'n estimate ectat°rs that accompany 021 event, `j1e including sp We believe For the 2 attendance jor event ent. The survey of division•t3,360 Totalatt camespecificallY rnam reasonto others a le Who to play in the tout" was their only to enl°y 9 day event { eop eciflcally tournament endees corne tothe Vail area spec, said the beyond the tournament Numbertpercentage ° p of attendees 11 of our att ed that 93% number of them extend their stay not a men', rep° rox. 70% °f the our 2019 tour n?k Ne know that a we estimate app come to Vail last Year' Vail. the event other activities In le who attended ercentage °f poop the 2021 event_ l . Number/pfrom..19 attended �t Itdl attendees 6 Estimated Attendee Profile Results • Attendees came from (local, regional, out of state, international): Throughout all divisions, approximately 15 teams would be considered local in that most, if not all, of their players are Colorado residents. We then estimate approx. 348 local players, approx. 23 local coaches and approx. 130 local "others" accompanying the teams. • 80 teams were from out of state. We then estimate approx. 1,818 out of state players; 101 out of state coaches and 702 out of state "others" accompanying the teams. For this year's tournament, there were no international teams, although there were several Canadian players playing in various divisions. TOWN DF VAli f Strengths &fie` Eent v 21, We rdu ' and urra\\« .. \r 20 r AS Ci\r\s ber °{ to d\rg xceed expec�cf ases W e es ma ed� $ a\ endees In°t \00 nc\u t e m ou 2 a� �ease a\r Nov�r d\ 20 9? the b \og SSt-tea �b`s a°Gent mated rota\ °{ Wed V�ke t \ode a than \r t veW \rG rt� For the 2p22 even W art to t) s EC\te6o0 peoP\e � {O ear and tertat� e ided by the W °m Gees by 2p22, w asp c ators' eveoomprosv\,� rc\uded he ShootOu N\IICx Wou\d be Pr°v What are are oU h G\\r\G�heaMert as ��ng sOmede ve do t`or of toe �20 \rc\ude thumash 3x3 t eoardise ough ar outs the G -af\d earns that ha �r y°uth c offer gore a d some thr st years G\vec parts arde to \Ja\\ to p\2o2p o1Uto men \tse\f Vert con1paur6 that\ormer�! av %ous a \ao 5e sensor �r e tb\5 year 5 C,ov\d, vde { be{oTe tat bade t he evert How d\d erg due to urrar\ert d tear15 th e \a.,05s 12 tourrabeer\rthearY p\aYers \n a compet\t\v the skootoAt.e r ady to p\ay vae 'v\o Vail Brand Compatibility — � We included the Discover Vail s Prior support the Vail Brand. provided to team P �d the event /program supp all information p our tournament How di ro ram and on logo on all promotional materials including Town of Vail's website link to the inside front Cover of the event, on the cover website inclu a laced on the as a to The tourname color ad p is featured website. full page II ear long by The Town oT Vail receives This year the tournament viewed a y Town ent program- allowing it to be vertising. our tournam views of our sponsors' ad ent website, ads are Flipbook on the tournam increasing Town of Vail video website visitors and thereby games online. All press releases Park. it banners are placed at the fields at Ford promotional Tooter. of Va our live streaming of g Vail's p broadcast during Vail logo and included contained the Discover ternational Mountain Resort Community Brand positioning: Town of Vail The Premier In �)A[�. �- on earth T nWN OF • Vail Mountain: Like nothing 13 Community Contribution How did the event impact Vail's sense of community? ears, the community associates it with We've observed that Vail Valley residents look forward to our event an Since our event has been held in Vail for so many games- The Vail Shootout offers the community summertime in Vail. collegiate and post collegiate come to Ford Park specifically to watch lacrosse n of our se that would otherwise not be available i o stop by Nance to see some of the country's most talented high school, colleg opportunity a c etitive, high level lac residents and visitors an players play comp giving mountain communing lacrosse matchree, and watch an exciting Topline Marketing Efforts • What are the top 3 successful marketing tactics, executions or results from your event/program? Our tournament website remains our most valuable marketing asset. It offers our sponsors exposure to a large lacrosse audience and sponsor logos with links to their websites are posted. The website provides a source for all information pertaining to the event, including each divisions' game schedules, field directions and daily updates with each days' game results and the schedule of games for the following day posted. During this year's event, the website had 6,000 users, 12,000 sessions and 10,000 page views. Online streaming of key games is one of our best marketing tactics, as it allows our sponsors to promote their business through video advertising. This year, we had a total of 10,197 views from streaming of games on Facebook and Youtube. Streamed games can be viewed on our Youtube channel all year long. • Our event is promoted on Facebook and Instagram through organic posts and paid social campaigns. Our Facebook page reached 25,531 duringthe tournament, with a reach of 5,334 on Instagram. • This year, our souvenir tournament program was available via Flipbook on the tournament website. Comments about the program being available on the website have been positive. This is an advantage to our advertisers as their ads can now be viewed by website visitors not only during the event, but continuing all through the year. We experienced an increase in the number of advertisers this year. • Please attach complete marketing plan to end of presentation. TOWN OF VQ11'. 16 i s/Media Exposure potential fior Growth & sponsorsh p umber a"Players layers and see higher team num 50tn anniversary °f We'll continue to Next year will be the Including a 7Wethinkthat andem anniversary, editions next Year' ve► after the p of this milestone th anniversary expand the event evolving Portable with , i Celebrations d also like to add 50 we try to How do You See ore com Each year, we plan to become m e additional acti the We Id allegiances. re in 2022, and es -This families continuallYhope to Plan som take place at the of their o held in Balt►coo World Gam ossibly the past, in celebration es will be before the the 5hootout• We warmuP e artyrCelebration t° 5hootout in articipate in as a welcom P art of the s The World Lacrosse s that were p of teams. event they Powell of teaem graphical representationteams as arcs• as The Casey our g those ast sponsors such will be Promo the Sho°tout to e international to out to p to Govid. We us to again include som ? We will reach 2021 due onsors• may enable extyear. unable to sponsor in Plan to target n were efforts to reach potential new sponsors. Sponsors do you p Nations that arketing vent through .What Lacrosse The our m motion of our e acV and increasing ? Prom We p►an to reach out Lacrosse Foundation and next year. our sponsorship P reach onsors Possibly paid rev and dthe marketing vent to potential spearned and P to a larger and ext ue of promoting our e event with milestone media exposure a ahead of the of this m clarity, leverage m another avenue to nnWersary bring the news exploded in pop . How Wi11 you es wi11 be romote our 50 that have exp the World Lacrosse Gam or anizations ublications tO p to local media outlets that could lacrosse P ak►ng pitches with professional lacrosse g to various artner media, We will also b w could like to P audience. Finally, we PLL• 18 such asthe — To eHdees to U \b\e n �a\\ rathe` r e�eotl 9'0%'aur\ng gamete {ast f000 "� to file\d ou Use s to o\ln9 this grues as Poss ere used durr\es{or teaH`s umber o{ car y pem or Caaur. the west; staff dui\ou meth ed\l b\e water b° edUcmg th Staii o{ the berms gener ee e Program what wa unab\e to Pre \ de or our staff' themea ; use by recVc\ing Pa ogr;3m, b, t rates Ste en t we Were roue rn a {ast {pOd r e Q{not a a UrnaMet\ Prp p a er e tournam rto arrange { er t accornper \ 5ed du o{goP%es ebslte, e\\m\Hating 0001 aga\n havingha Wi\\ be tang e west the u r�s event? By �e s W\ting PaPthoUSands ament w ted cop 5 { cOMMUHicas th off our tours \ocat`on , Hot Prrn orts for nextYea er than Pr�n ary means ° anY games y \e as ok inafi as a o ebs+te e Pr s h s V to ear We did a F\lpb° d\tY e %Pbo r as th edU\e as m. itbe anal\ab ou imPra�ee tnourHaMev\t \N °ebs`increas {ens we U co th T°W n o{ Var\ bu nsiderotion In How COM ava\\ab e e�er`t, b tcoock r`d to n beiea5 N accessed by ue untn'n environm oit. renptogn . m 65ccr amen en{orm�ajL ar onearby and nd p fotect10 n v s ulon ,s to demonstrate and Pfom to \b\e on fleids Poss the stewafd ouf environmento mitteddtopparranit,es, he townd 9� bal impacts an locos ° P 19 Event Budget Total Event Budget: $191,066.62 CSE Funds: Cash Sponsorship (not CSE): In -kind Sponsorship: Marketing Budget: Profit & Loss: How did you use the CSE funds? (marketing, operations, staff, venue, etc.) * Event producer to attach detailed budget for recap $12,404.00 $7,334.00 $5,000.00 $12,000.00 -$1, 666.51 Live streaming video production, social media promotion, tournament program, electronic scoreboard rental for sponsor promotion, website maintenance costs, photographer TnWN OF VAfl � 21 e Additional informndix ation/APP endix Udgempp"Www-t .r< the P'Pp s `n the P'Ppendkx think the SSE wool provide detailed b and SamP`e et�ng q\an arket�r\g �'ateria`s you ark m provide f�nai m foro`ation °r additional it provide any benefit from 22 Irz, 23 International Lacrosse Promotions 7:44 PM Profit and Loss Standard 08/26/21 January through December 2021 Accrual Basis Jan - Dec '21 Ordinary Income/Expense Income Advertisement 3,000.00 Field Rental Refund 0.00 Sponsor Income 7,334.00 Team Fees Revenue 169,113.00 Misc. Income 332.78 vending income 9,620.33 Total Income 189,400.11 Expense Administration Fees 10,050.95 Automobile Expense 1,508.05 cash advance 0.00 Credit Card Service Charge 39.00 Accounting 485.00 Field Expense 7,606.49 Field Rental 28,610.00 Insurance 125.00 Interest/Finance Charge 163.80 Legal Fees 247.62 Licenses and Permits 52.00 Lodging 37,707.25 Meals and Entertainment 299.64 Office Expense 260.61 Parking Expense 200.00 Permits 150.00 Photographer 650.00 Program Costs 3,077.91 Promotional/Marketing 2,914.63 Referees 48,035.00 Rent 0.00 Scorekeeper 200.00 shipping 0.00 Staff Food 11,627.43 Storage 330.00 Telephone 300.00 Television Production 2,422.82 Tents & Tables 8,892.15 Trainer Fees 8,300.00 Trainer supplies 660.45 Trophies 1,174.25 vending expense 13,326.67 Waste Removal 1,750.00 Total Expense 191,066.62 Net Ordinary Income -1,666.51 Net Income -1,666.51 VAHj f f f I 2021 DISCOVER VAI L DISCOVERVAIL.COM Vail Lacrosse Shootout Marketing Efforts • Press releases o Pre -tournament press releases and during the event daily press releases with game results and highlights are sent out to local outlets and national lacrosse media Social Media o The Vail Lacrosse Shootout has a strong presence with thousands of followers from across the country on multiple social media platforms, including: ■ Facebook ■ Twitter ■ Instagram o From June 1 through July 27, the Shootout had 36,217 Facebook views and 6,338 Instagram views. o We typically follow the cadence below throughout the year for our social posts ■ Announce dates for following year as soon as they are available (usually in the fall or winter) ■ Engage with other lacrosse -related news and accounts as appropriate throughout the year ■ Put out calls for team registrations throughout the late winter and spring • Use paid targeting and boosting on posts to reach specific audiences who might register ■ Create Facebook event once division dates are available ■ Increase posting during the event to a daily cadence with game updates and interesting photos and anecdotes from the tournament • Website o We continually make upgrades to the Shootout website to keep it relevant with up to date tournament features and highlights. o The Shootout website includes sponsor logos with links to their individual websites; o daily updates to the website are posted during the tournament with each days' game results and photos as well the schedule of games, team match ups and field locations for the following day; • Email Marketing o The Shootout sends out periodic marketing email blasts to tournament participants with tournament updates and information. o Email blasts are sent to participants through promotional advertising flyers from local Vail businesses featuring highlights of their services, discounts and special offers being made to participants. Souvenir program o The 2021 tournament program was featured as a Flipbook on the tournament website, www.vaillacrosse.com. This allows the program to be viewed all year round and gives our sponsors additional exposure over the course of the year. The program includes team previews, game schedules, general tournament information, sponsor ads and information from the Town of Vail, including the Vail America Days' schedule and activities. • Vail Recreation Database o Although we were unable to host a youth clinic during the 2021 event, in future years we plan to again include the youth clinic as part of the Shootout and will distribute information about the clinic and any other youth lacrosse activities planned during the Shootout through the Vail Recreation Database Live Streaming o We offer live streaming of key games during the tournament. In 2021, there were a total of 10,197 views from streams on Facebook and YouTube during the tournament. Sponsor video ads are broadcast as part of the live streaming. Vail Lacrosse Shootout was live. Published Icy Restream.:io 0 • July 4 Mail Lacrosse Shootout 2021-- Women's Elite Championship Powered by Restream https://restream.io/ LGD vs Win or Booze 717 People Reached 1i141i'm 05 Like /VAIT-11 `STHQOTQUT 125 Engagements Q Comment 2 Shares A:� Share Conic-ent as V,: 1 acrosse Shootout Q & 1 .114.1 Vail Lacrosse Shootou# 00* Published bra IG Vail Lacrosse Sihootox 0 July 4 • Instagram 4 What an epic 2021 it's been! Women's Elite; LGI:t takes on Win or Booze for the Championship! aillacrosseshootout2021 #vaillacrosseshootoul 671 37 People Reached Engagements 10 Vail Lacrosse Shootout Published by tG Val Lacrosse Shoo out 0 • Juld 8 • Inbtagram Vail #49 was incredible as always. Don't miss out on the big 5-0 in 2022! Ivaillacrosseshootout #vaillacrosseshootout202' @mohawktile @vailgov @pennstatemlax @caseypowe1122 10069 98 +1.6x Higher People Reached Engagements Distribution Score You and 42 omers 16 Like Q Comment /I,- Co im) t :.as Vai Lac o se Shoo o John Marano Can't wait for the 50th anniversary!! Like Reply Message 5w 2 1 Comment p.> Share Most Relevant • () l0i Gic j Vail Lacrosse Shootout added an event. Mav 7 Q 2021 Vail Lacrosse Shootout Q Going y Vail Chari a went ,.� Vail Lacrosse Shootout june 25 Our 2021 tournament program is now live online! Check it out for game info, articles, and DEALS from our advertisers around town. https://www.flip!....ck.co..,.../vail-la%;rosb,u-.siivotout..- 1034 i FE_IPSNACK.COM Vail Lacrosse Shootout 2021 Program Guide L�a�l IraU o$sc S ootoi r 202 ror� at - GL, oe Comment 7 Shares Vail Lacrosse Shootout VEIL Contact: media@vaillacrosse.com Twitter: @VailLacrosse Facebook: Vail-Lacrosse-Shootout 1-HOOTOUT Instagram: @vaillacrosse Photo album: htts:/vaillacrosseshootout202l.shutterfIX.com Today's summary brought to you by )Alpine Bank ,Ioro Member FDIC 2021 Vail Lacrosse Shootout - Day 9 Another Vail Lacrosse Shootout is in the books after an incredible nine days of play in the Vail Valley. The final day of the 2021 tournament concluded with the Men's and Women's Elite division championships. LGR finished their domination of the Women's Elite bracket with an 8-5 victory over Win or Booze. Win or Booze hung in for as long as they could with multiple answered goals, but in the end, LGR's determination and focus won them the game. In the Men's division, it was a battle of solid lines of defense matched up against some extremely skilled shooters. Ultimately, Mohawk Tile, who has been steadily climbing the rankings for the past few years, won out against newcomers and 16- seeded Texas Forever. Results for Saturday 7/4 Men's Elite CHAMPIONSHIP: Texas Forever 6, Mohawk Tile 11 Scorebreak/Lax.com 11, Silver Bullets 14 Magic Wands 9, Black Seals 13 Rocky Mountain Oysters 7, Big Green Herd 4 Sons of Joe 2, Lowkey Boys 6 10th Mountain Whiskey 7, Finkel & Garf 10 Rogue 9, The Deli 8 Rogue 5, Spire 4 Omnia 5, Nut Chasers 6 OT Final Standings 1st- Mohawk Tile 2nd- Texas Forever 3rd- Rocky Mountain Oysters 4th- Big Green Herd 5th- Black Seals 61h- Magic Wands 7th- Lowkey Boys 81"- Sons of Joe 9th- Silver Bullets 10t"- Scorebreak/Lax.com Women's Elite CHAMPIONSHIP: LGR 8, Win or Booze 5 Orange County 2, CO Laxers 15 Ripshaw 5, 5t" Beers 9 The Tools 6, Pete's Margs 4 Landsharks 13, Renegades 7 Final Standings 1st- LGR 2"d- Win or Booze 3rd- The Tools 4t"- Pete's Margs 5th- 51" Beers 6t"- Ripshaw Vail Shootout Schedule High School Boys & Girls (U19): June 27th - 30th Zenmasters (60 & Over): June 26th - June 28th Grandmasters (50 & over): June 26th - June 28th Supermasters (40 & over): June 26th - June 28th Elite Men & Women: July 1st- 4th Masters Men & Women (30 & over): July 1st - 3rd