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Home My WebLink About02. c. CRC 2021 Event Recap Vail YetiSurveyed Event Recap: Vail Yeti Hockey Cultural, Recreational & Community Category Vail Yeti Hockey Club July 6, 2022 Vail Yeti Hockey: Winter 2021 -2022 Chris Huntington Phone: 203.770.2918 Chrishuntington10@gmail.com 2 Overall Event Highlights & Successes 3 •Successfully returned from 2020-2021 dormancy to the biggest most enthusiastic crowds in our history •Increased average attendance by 30% over 2019-2020 season •Increased Social Media Followers by more than 50% •Acquired three new sponsors and increased sponsorship by $6000 over 2019-2020 •Received more media coverage than ever from the Vail Daily and Vail Valley Live Questions from CSE 4 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Attendance Estimate 5 •Expected total attendance was 9,100 for the 14 home games played. The actual recorded attendance was 11,831. •Attendance next year will be impacted by more games played and continuing to increase social media presence and promotions with the goal of reaching 20,000 total attendees. Visitor Type 6 •This split is what we typically expect. The majority of our fans are local to Eagle County though we have a good reach to visiting overnight guests. The teams that we bring in are generally groups of 35-40 people staying for 3-5 nights in Vail. Future steps are being taken to increase our visibility to overnight guests by having a social media presence on sights that ski vacationers frequent. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •The Vail Yeti arranges for visiting teams to book their hotels rooms in Vail. The Yeti frequently pay for rooms for visiting teams at the Evergreen Lodge in Vail. Overall Visitor Profile 8 Our anticipated demographic was 21-40 years old, 50% male/female, 75% Vail Valley Resident. We reached our target demographic but would like to expand our demographic to attract more families and overnight guests. We feel we can expand our presence and visibility to overnight guests more directly through targeted marketing. Role/Importance of Event in Intent to Visit Vail 9 •We generate many visitors from down valley who come to Vail to see our games who then extend their stay before and after the game. •We can increase the number of overnight guests by hosting more teams who come from outside the region. NPS (Net Promoter Score)/Likelihood to Recommend 10 Estimated Net Promoter Score is high which is indicated by the significant increase in attendance year over year. The number of detractors is low. We received very few negative interactions. Any negative feedback was dealt with swiftly and with positive results. We receive mostly great feedback and many attendees go out of their way to express praise for the event and organization. Promoter ratings in the 9-10 range is estimated to be around 70% while a neutral rating of 5-7 is approximated at 25% and a negative rating of 1-5 is very low around 5%. Estimated Return on Investment (ROI) & Attendee Expenditures 11 Total economic impact per attendee day $133 TOV Contribution $18,000 Total attendees 11,831 x $133 is $1,573,523 ROI $87 spent by attendee per $1 invested Event Strengths & Weaknesses 12 •How did the event exceed expectations? •What are areas for event improvement? Consistent follow through with game promotions and theme nights. Playing a full 20+ home game schedule without cancellations. More efficient funneling of customers at entrance. •How did this year’s event compare to previous years? The event this year has evolved into a more marketable and professional event. The attendance figures exceeded expectations. Enthusiasm and pent up demand for the event also exceeded expectations. Vail Brand Compatibility 13 Vail Yeti hockey is an active exciting “on the edge” event that fits the personality of our Vail demographic. Visiting teams want to come to Vail to play against the Yeti because we are a high caliber team located in the premier international resort community. Vail Yeti Hockey and the league we compete in is “like nothing on earth,” a unique mountain resort experience. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 The Vail Yeti has a strong impact on the community. The Yeti are Vail’s team and contributes to a sense of community by bringing people together. In addition to the competition it is essentially a social event. There is a sense of pride and support especially when competing against other rival mountain resort teams. We also see how young kids look up to the older Yeti players so it is important to us to demonstrate professionalism and to be good role models. The Yeti also take part in raising funds and awareness for various charities. Contributions went to local first responders and Eagle County Humane Society, local youth players. Topline Marketing Efforts 15 Top 3 successful marketing tactics are: 1) banners at Lions Head, Vail Village, and Dobson Arena entrances. 2) Social media campaigns mostly through Instagram and Facebook, particularly promoting upcoming games, Yeti players, and highlighting specialty nights. 3) Vail Daily ads, Vail Valley Live interviews and Radio ticket contest promo, rack cards in all Vail hotels. Our marketing philosophy is to provide great entertainment at low cost with great food and beverage options with an electric and energetic social atmosphere. •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? I see this event growing next year with a complete 20+ game schedule, the addition of several new opponents that are highly competitive and consistent weekly promotional theme nights. •What sponsors do you plan to target next year? (Including existing and potential sponsors) We intend to target our existing sponsors but to also branch out into the financial, energy, real estate and consumer sectors. •How will you leverage media exposure and extend the marketing reach next year ? We have seen a huge jump in visibility through social media and plan to increase our reach even farther with the intent of leveraging influencers in the sports world. Sustainability Efforts 17 What measures were taken at your event/program to support the environmentally- friendly goals of the Town of Vail? We announce at every game the sustainability efforts by the Town of Vail to keep Vail beautiful, reuse and recycle . What waste reduction methods were used during your event/program ? We don’t really have any waste. The only waste would be from VRD food service but all of that stays in the building and most of it is recycled. How could you improve on sustainability efforts for next year’s event? The best way to improve our sustainability efforts is to improve the arena’s energy efficiency when redeveloped. 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:143,573 CSE Funds:18,000 Cash Sponsorship (not CSE):22,000 In-kind Sponsorship:5,100 Marketing Budget:14,728 Profit & Loss:3,527 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) CSE funds were used to defray the cost of operations Additional Information/Appendix 19 Detailed Budget Vail Yeti 2021-2022 Income 147,100 Gate 90,000 Food and Beverage Share 12,000 Sponsorship 22,000 CSE 18,000 Security Share 5,100 Expenses 143,573 Site/Location/Operations Rental 14,239 Insurance 1,800 Banners/Printing 2,500 Referees 7,500 Security 10,206 Game Staff 5,600 Hockey Staff 35,000 Uniforms/Equipment 6,800 Total 83,645 Marketing Print Ads 6,000 Social Media Ads 400 Media TV 1,500 Graphic Design 2,500 Website 1,428 Printing 2,400 Activation 500 Total 14,728 Program/Lodging Cost of Goods 6,550 Coach Bus 12,000 Hotel 18,000 Flights 2,400 Photography 200 Transportation 6,000 Postage/shipping 50 Total 45,200 Final Marketing Plan Vail Yeti 2021-2022 1. Vail Daily print and digital ads before each home weekend. 2. Entrance banners –Lionshead, Vail Village, Dobson Arena 3. Poster, pocket schedules, rack cards distributed to businesses and hotels. 4. Increase presence on social media through Instagram with daily posts and engagement with nationally recognized hockey influencers. 5. Promotions directed at increasing targeted segments of population such as children, families, and novice hockey fans and overnight guests. 7. Vail Yeti players into the community through such activities as coaching and volunteering. 8. Enhance national visibility through league wide sponsorship and promotion. Additional Information/Appendix