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Home My WebLink About02. h. 2021 Kick It 3v3 Vail RecapEvent Recap: Kick It 3v3 National Championships 2021 October 6, 2021 Kick It 3v3 National Championships 2021: July 30 -August 1, 2021 Mike Hix National Operations Director 720-379-7903 mikeh@bigticketsportsllc.com 2 Overall Event Highlights & Successes 3 •Increased attendance, both team participation and spectator counts by 5 -10% thus further enhancing the total guest experience. We did this by adding a NEW, separate Kick It event format (KICK IT 5-3-1 CHALLENGE) that attracted new, different teams from different areas. This event started 8a Friday morning, which helped bring in additional teams, spectators and local revenues on Thursday, 1 day prior to the 3v3 event start date. •Kick it brought in two corporate partners. 1.) FC Schalke 04 -Professional German Soccer Club -National Partner for over 3 years now. FC Schalke provided Free training shirts for each participant and giveaway swag for the event. 2.) GoGo squeeZ (distributed samples to all players and spectators as well as added a speed kick activation). Had hourly prize giveaways. •Created a NEW Kick It 3v3 Town of Vail Scavenger Hunt, with Prizes...similar to the “Amazing Race” TV show. For details: https://www.dropbox.com/home?preview=KI+Scavenger+Hunt+Summary+-+Vail+2021.pdf It was a GREAT experience for the event participants to use the clues to explore Downtown Vail and for the local businesses to get additional customers into their stores. •Retained a videographer that professionally captured the event. We will use this video to promote our brand awareness on all our social media outlets. We will also use this video to market toward Vail 2022. https://drive.google.com/file/d/1o9PxqmZZO9gUJZAblvFkUX_LKLbLUf4t/view?usp=sharing https://drive.google.com/file/d/1kKD_MOGgFXc6-BXlGlpvu1zoCq5dDNbW/view?usp=sharing •20% of the participants/families traveled from out of state: Texas, New Mexico, Wyoming, Georgia, Connecticut, Oklahoma, Illinois, and Iowa. We also had a German and Mexico International presence. Estimated Attendance Results 4 •Was this the attendance you expected? •Both Yes and No. We saw a 5-10% increase in both player counts and spectators for our New Event (Kick It 5-3-1 Challenge), however, due to the covid pandemic still going on and higher lodging costs in the area over previous years, overall 3v3 attendance was slightly less than expected. •How would you impact attendance next year? •Kick It has expanded its programming by introducing a Brand-New Event/Program -Kick It 5-3-1 Challenge -that will revolutionize the small- sided event industry. This new event offering, expands roster sizes (from 6 to 8), and is being rolled out across the US to expand our brand and partnerships. BTS is in the planning stages of adding additional resources and staff, while also adding a New, Internationally recognized agency to help sell partnerships, grow our social media presence, as well as our presence into the Hispanic community. •Number/percentage of people who came specifically for event: 95+% •Number/percentage of people who attended the event last year(2019):60% Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): •Local: 1500 (This includes Vail soccer teams and King of the Pitch) •Regional: 1150 •Out of State: 850 •International: 103 Kick It expected at least 95% overnight visitors due to the multi -day tournament as well as teams that qualified through the program to play in the Vail Championships, as well as our new 5 -3-1 Challenge. Kick It aims to increase visitors by actively marketing the event to a database of over 110,000 families, and travel packages offered. Additionally, we will be engaging in television advertising with an expected new partnership. 6 41% 32% 24% 3% Local Atendee - within 90 miles Regional Attendee - 90-200 miles Out of State InternationalPercent of AttendeesAttendee Type Attendee Type 0 500 1000 1500 Under 18 19-40 41-64 65+ Age Breakdown Total Number of Spectators/Participants Estimated Spending Results 7 •Estimated average spending per person/day: •Dining: $65 •Shopping: $30 •Lodging: $75 •Recreation: $60 •Other Activities: $40 •Total average spending per person: $270 •Town of Vail spending the event/program generated (includes all participants, spectators, KI staff/referees, etc): Formula: # of attendees x total average spending = $1,001,400/day For 2 Days = $2,002,800 $0 $100 $200 $300 Daily Spend/person Daily Spend/person Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only 8 0%20%40%60%80%100% Stayed in Paid Lodging With Friends/Family Vacation Homes/Time Share Other - Camping, etc Overnight Visitor Profile Percentage 0%10%20%30%40%50%60% 1 2 3 4 5+ Nights Stayed/Group Size How many people in your group Nights in Area NPS (Net Promoter Score) 9 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? Most attendees would give a Net Promoter Score of a 9. Soccer players love to play in the Vail setting, and most of these soccer players who have a niche for the 3v3 format are usually diehard soccer players/repeat customers. Parents enjoy the fact that Vail is a destination event, so that they can not only have fun seeing their child play in a competitive soccer tournament, but they can enjoy the various activities Vail has to offer. Estimated Return on Investment (ROI) & Attendee Expenditures 10 $17,720 $1,001,400 $2,002,800 $3,004,200 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 2021 Event Funding KI Event Direct Economic Impact - 1 Day KI Event Direct Economic Impact - 2 Days KI Event Direct Economic Impact - 3 Days RETURN ON INVESTMENT: FUNDING ($17,720) VS IMPACT In Dollars What Did you do to encourage spending in Vail? •Listed host hotel partners on our website, flyers, emails •Contacted local businesses for discounts to pass along to our participants via giveaways •Created a Scavenger Hunt that brought new customers into local Vail Village businesses •Encouraged public transportation, walking and use of local trails, etc, which gave exposure to local businesses and advertising •Used local vendors for our event services, concessions, and promoted Vail businesses on our PA announcements hourly. Event Strengths & Weaknesses 11 •How did the event exceed expectations? ○We were very pleased with the turnout of our player/spectator participation this year after 2020 being cancelled due to the Covid Pandemic, especially for our New 5-3-1 Challenge event and out of state guests. We increased overall participation by 10% with adding a new event in conjunction with our 3v3 Nationals. •What are areas for event improvement? ○We would like to strive to make this a true World Championship and will do this through adding additional National partners and events in new markets. Additionally, we will be working to increase player counts for our 3v3 Nationals to Pre-Covid numbers, as well as building on our successful introduction of our New 5-3-1 Challenge event. •How did this year’s event compare to last year? ○This year’s event was larger in terms of player/spectator counts with having 2 separate events. Our corporate partner, FC Schalke 04 (German Professional Soccer Club), along with GoGo Squeez was present at the event, with swag giveaways and branding. King of the pitch was rained out this year, however, we did incorporate a new Scavenger Hunt loaded with trivia questions that involved the local businesses in Vail Village. Not only did we draw from the majority of soccer teams participating in the event, but also people that were visiting vail of their own fruition. This year, we were able to have more giveaways for teams winning, as well as teams participating. We gave away t- shirts, scarfs, trophies, and partnership samples, soccer balls and many other items. Vail Brand Compatibility The Premier International Mountain Resort Community 12 •How did the event /program support the Vail Brand? •Kick It 3v3 is a family-oriented experience that promotes healthy soccer fun for all active families. We produce more than 60 events annually which includes 17,000 players and 35,000 supporters that value health and wellness, and celebrate a lifestyle that is based on inclusion, accessibility and making memories (due to the ongoing pandemic, we ran less events than expected in 2021). Our constituents pair perfectly with the Town of Vail and all that it offers and represents. Our participants and their families are middle-to-upper class; enjoy recreational activities; and frequently travel to year-round resort destinations to enjoy active outdoor experiences. Additionally, our events are culturally diverse. Through our efforts with our European partner, FC Schalke 04 we leveraged the global interest in soccer with the notoriety of Vail to deliver a story that drove excitement and intrigue in the world of 3-on-3. Playing soccer at Vail, a place that’s “like no place on earth” can be quite exhilarating. Additionally, with the work our professional videographer did, we were able to capture excellent footage, interviews and capture the essence of the Vail experience. •See Pictures of our event here - https://drive.google.com/drive/folders/1YIRnA_FecMIm2nDUDC8mDJ_biobNLxWi?usp=sharing Community Contribution 13 •How did the event impact Vail’s sense of community? •Kick it 3v3 brought over 700 families to the town of Vail to build memories that will last a lifetime. Most of those families stayed overnight at Vail, thus allowing families to experience the rich life-activities that Vail community has to offer. By bringing such a large event to the town of Vail, it gives a sense of an overwhelming participation in local attractions, such as restaurants, mountain activities, and hotels. Our event brings sport awareness to the town of Vail and adds to the overall success of the community by Vail constituents participate in future sporting events. Further, with the inclusion of our Scavenger Hunt on Saturday, we were able to bring additional foot traffic and awareness to multiple businesses in Vail Village. Topline Marketing Efforts 14 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Marketed and promoted the Town of Vail at Kick It qualifying tournaments throughout the nation along with our Golden ticket giveaway. For all winners throughout the country, a golden ticket was awarded to them for a free entry into the event. Additionally, with our new 5-3-1 Challenge event, we were able to bring in additional teams and new families to the area. •Extensive email and social media campaigns, featuring our Vail Brochure (paper and digital copies were handed to every team at every 2021 Kick It Event prior to Vail). https://drive.google.com/drive/folders/1pg62GX4Hos8ehsGQ1Jq80qQUuBAVuwBW? usp=sharing •Press release/advertisements with Kick It’s Partners including FC Schalke and GoGo squeeZ were distributed via social media by professional soccer player, Matthew Hoppe. Matthew Hoppe played as a youth in Kick It 3v3, and now represents the United States on the National Team and plays for the German club, FC Schalke 04. Potential for Growth & partnerships/Media Exposure 15 •How do you see the event evolving next year? •As our company was just recently bought out by Big Ticket Sports LLC, we plan to roll out an extensive 3-on-3 soccer tour with several perspective new partnerships as well as expanding our market for the New Kick It 5-3-1 Challenge events. We are expanding into new territories providing the Kick It experiences to new players around the country. We do see a trend that will certainly increase participation in next year’s Vail event. •What partners do you plan to target next year? •We will continue to target partners that promote health-conscious nutritional products for children and families. Kick It plans to expand our National Tour to include 150-200 events in 2022 through our new partnership with c11 Marketing that will open up new opportunities for potential new partners such as Fox, Nike, and many others. •How will you leverage media exposure and extend the marketing reach next year? •We will continue our efforts to invest in the promotion of our brand as well as those of our partners. Expansion of social media exposure is one of our main focuses this year which will increase the depth and breadth of our coverage. We have recently partnered with a marketing firm to assist us with these social media efforts called c11 Marketing, and their work with InterTicket. Sustainability Efforts 16 •What measures were taken at your event/program to support the environmentally -friendly goals of the Town of Vail? •Kick It partnered with Vail Parks and Recreation for sanitation services in addition to encouraging participants to carpool, walk, or use bikes when in the Town of Vail. These reminders were sent to our contacts prior to the event and were included in the team bags each team received at check-in. Additionally, facemasks and hand sanitizer was available throughout the event areas and at our headquarters area. •What waste reduction methods were used during your event/program? •Trash and recycling bins were placed on all fields and Kick It staff cleaned any leftover waste on fields at the conclusion of each day that the event was held. •How could you improve on sustainability efforts for next year’s event? •Next year we are going to reduce our plastic footprint for the weekend by having water stations, and promote carpool efforts when traveling to the tournament. Event Budget 17 Item $ Total Event Budget:$51,455 CSE Funds:$17,720 Cash partnership (not CSE):$0 In-kind partnership:$0* Marketing Budget:$6,900 Profit & Loss:$5,265 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, Operations, and staff. *Our Partners had product available to all participants and spectators for sampling. 18 Expenses Event: Vail, CO Date: 7/30-8/1, 2021 Estimated Actual Total Expenses $44,705.00 $51,455.00 Estimated Actual Estimated Actual Site T&E Venue Fee $6,225.00 $6,225.00 Trucks (miles, gas, tolls, etc)$1,250.00 $1,250.00 Security $0.00 $0.00 Hotels $7,000.00 $10,200.00 BTS Admin Allocation $2,000.00 $4,000.00 Flights / Car Rental $0.00 $0.00 Labor $6,200.00 $6,800.00 Meals $1,100.00 $1,025.00 Totals $14,425.00 $17,025.00 Totals $9,350.00 $12,475.00 Operations Staff Costs Radio Rentals $0.00 $0.00 Refs/Officials $8,000.00 $6,900.00 Portable Bathrooms $400.00 $375.00 Local Event Staff $1,000.00 $500.00 Ice / Gen / Fuel $150.00 $190.00 Staff Shirts and Meals $1,000.00 $850.00 Golf Cart Rentals $500.00 $500.00 Team Reg Rev Share $1,000.00 $0.00 Signage/Advertising $1,500.00 $2,330.00 Videographer $1,000.00 $1,600.00 Totals $2,550.00 $3,395.00 Totals $12,000.00 $9,850.00 Advertisings & Promotions Merchandise Radio $0.00 $0.00 Shirts/Swag $0.00 $0.00 TV $0.00 $0.00 trophies $3,000.00 $3,350.00 Print and Direct Mail $750.00 $1,980.00 Totals $3,000.00 $3,350.00 Totals $750.00 $1,980.00 Registration Insurance $1,250.00 $2,000.00 Mike Hix 7/30/2021 Service Fee -Tourney Machine $460.00 $460.00 Tournament Director Date Credit Card $920.00 $920.00 $0.00 $0.00 Totals $2,630.00 $3,380.00 19 Income Event: Vail, CO Date: 7/30-8/1, 2021 Estimated Actual Total Expenses $51,325.00 $39,000.00 Teams Estimated Teams Actual Reg Fees Estimated Reg Fees Actual Team Counts Team Registration Fees 3v3 Registration Fees 125 100 3v3 Registration Fees $46,875.00 $37,500.00 5-3-1 Challenge Fees 10 0 5-3-1 Challenge Fees $3,950.00 $0.00 5-3-1 Discounted Fees 5 15 5-3-1 Discounted Fees $500.00 $1,500.00 Free Teams 0 0 Free Teams $0.00 $0.00 Totals 140 115 Totals $51,325.00 $39,000.00 Mike Hix 7/30/2021 Tournament Director Date 20 ESTIMATED ACTUAL Total income $51,325.00 $39,000.00 Total expenses $44,705.00 $51,455.00 TOTAL PROFIT OR LOSS $6,620.00 ($12,455.00) P&L SUMMARY Kick It 3v3 National Championships: July 30 - August 1, 2021 21 Kick It 3v3 National Soccer Tour Big Ticket Sports LLC Phone: 1-888-831-2480 Kickit3v3@bigticketsportsllc.com www.kickitsoccer.com