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Home My WebLink About03. b. LFA 116 - 2021 Event RecapLFA 116 Recap Cultural, Recreational & Community Category 3/2/2022 LFA 116, 10-22-2021 Sven Bean 303-246-5237 sbean@lfa.com 2 Overall Event Highlights & Successes 3 •Event was well attended •Increased sponsorship on both national and local levels •Increased Production Values •Received coverage in Local, National and International media/websites/newspaper/broadcast •Exceeded Merch Sale goals Questions from CSE 4 Attendance Estimate 5 •Estimated Attendance 1100 •LFA 116 event performed as well or better than the previous years in attendance. In light of how all live events impacted by Covid, it was a success on all levels Visitor Type 6 •No data available •Event performed in line with previous events Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •Partnered with Evergreen Lodge as Official LFA Hotel •Booked over 150 room nights Overall Visitor Profile 8 •No data available •Event performed in line with previous events Role/Importance of Event in Intent to Visit Vail 9 •No Data available so included last event’s data as LFA 116 performed in similar fashion •We continued a partnership with the Evergreen lodge, which was also the host of Official Weigh In and Official After Party to generate the number of overnight guests. Increased reason for being in Vail from 58% in 2018 to 75% in 2019 •We could increase our social media campaigns focusing on ticket/travel packages to increase the number of overnight Vail guests coming for the event next year. NPS (Net Promoter Score)/Likelihood to Recommend 10 •No Data Available so included last event’s data as LFA 116 performed in similar fashion •I continue to believe that every year there is a better understanding, and acceptance of MMA, I feel that the more we come to Vail with our event, the less detractors there will be. Detractor number for 2019 decreased by 35% over previous year Estimated Return on Investment (ROI) & Attendee Expenditures 11 No data available. Event in line with previous years events which showed positive ROI Event Strengths & Weaknesses 12 •LFA 116 in Vail continued to exceed expectations on the support from local businesses, and also on the positive feedback from the attendees. •The LFA events in the future could improve in advertising earlier on all outlets (social media, print, street team) to capture attention of potential guests sooner. •The Fall date in comparison to previous years in May was a positive improvement •LFA 116 event performed as well or better than the previous years in overall exposure, out of town attendees, and production values. In light of how all live events impacted by Covid, it was a success on all levels. Vail Brand Compatibility 13 LFA 116 continued the tradition of supporting the Vail Brand with positioning on all marketing materials, a commercial on national TV broadcast as well as social media platforms. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •LFA 116 impacted Vail’s sense of community by including students from the local martial arts community to perform and be a part of the event. •We also impacted the sense of community by including athletes that have a history in Vail, or current residency in Vail. •We also impacted the sense of community by hiring production staff, and security teams that reside in Vail or surrounding areas •We also impacted the sense of community by creating additional relationships with local business owners to produce off site events around our promotion Topline Marketing Efforts 15 •Please attach complete marketing plan to end of presentation. •LFA 116 was supported by a strong presence on air on UFC Fight Pass events leading up to the event date •LFA 116 was supported by a strong social media campaign utilizing LFA, UFC, UFC Fight Pass and individual athlete social media accounts. •LFA 116 was supported by a strong email and traditional mass mailing campaign Potential for Growth & Sponsorships/Media Exposure 16 •Future LFA events in Vail will increase attendance through a continued effort of: creating stronger marketing plan, increase overall awareness and tapping into new audiences by strategic booking of talent •We have hired a national sponsorship sales agency to target and acquire term deals with new national level sponsors •We will gain greater media exposure and extend the marketing reach next year by leveraging our national level media partnerships. •We have increased overall awareness by partnering with the biggest brand in the space, the UFC Sustainability Efforts 17 •We worked with the staff at the Dobson arena to adhere to existing policies in place that support the environmentally-friendly goals of the Town of Vail •We will continue to adhere to these in place policies at any and all future events 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:130,000.00 CSE Funds:12,000.00 Cash Sponsorship (not CSE):20,000.00 In-kind Sponsorship:4,000.00 Marketing Budget:10,000.00 Profit & Loss:20,000.00 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Assist in production costs Additional Information/Appendix 19 • National and International Website impressions: over 1 Million –includes all major MMA sites, mainstream sites, local news, discussion forums, podcasts, fighter interviews, etc . • Combined social media reach over 3,000,000 impressions • Detailed budget attached • Marketing plan attached