Event Recap: 41 st Annual Vail King of the Mountain Open Commission on Special Events December 4,...
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Transcript of Event Recap: 41 st Annual Vail King of the Mountain Open Commission on Special Events December 4,...
Event Recap: 41st Annual Vail King of the Mountain Open
Commission on Special Events
December 4, 2013
Photo by Jack Affleck
Event Title: June 14-16, 2013
Leon Fell, King of the Mountain Volleyball
Office: 970-948-0395
Mobile: 970-948-0395
2Town of Vail | CSE | 12/15/11
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3Town of Vail | CSE | 12/15/11
Standard of excellence met by:
Bullet 1 Presentation of promotional materials both for the actual tournament and for the “Special Event”: AVP All-Stars.
Bullet 2 Inclusion of Vail “Like Nothing on Earth!” logo on all promotional materials.
Event Strengths & Weaknesses
4Town of Vail | CSE | 12/15/11
• Exceeded expectations: 612 total teams. 11% growth over 2012.
Measures that could be taken for event improvement:
There are certain intrinsic details to infra-structure that need more attention: i.e. more paid personnel to perform specific functions required on a consistent basis.
• For repeat event, comparison to past years:
• Fantastic turnout; both in actual participation and in the junior’s FREE beach volleyball clinic. As well, larger number of families attending due to “Special Event” – ‘AVP All-Stars featuring Kerri Walsh-Jennings’.
Event Budget
5Town of Vail | CSE | 12/15/11
• Total event budget: Attached.
• CSE funds: $7,500 -- Additional $18,100 related to “Special Event”.
• Profit and loss: Attached.
• Funding utilization: Operations.
• In-kind sponsorship:
• John Paul Mitchell Systems/Wilson Sporting Goods/Barefoot Wine & Bubbly/LaraBar/Nature Valley/Deja Blu/Go Girl Energy Drink/Park ‘n Sun Sports/Vail Daily/KZYR-FM/Vendetta’s Ristorante/Various Lodging Properties/Various Restaurants.
• Cash sponsorship: $1,500
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
6Town of Vail | CSE | 12/15/11
* Based on survey results.
• Estimated attendance: 1,224 participants (plus, families and entourages)
• % of people in Vail specifically for event: 80%
• % of people attended previous years: 95%
Estimated Results*
Demographic Profile
7Town of Vail | CSE | 12/15/11
• Attendees came from (local, regional, out of state, international):
• Majority of participants/attendees came from around the Rocky Mountain Region with the Front Range of Colorado being the largest percentage. Many local families attended the “Special Event” and the junior’s and Father/Son & Father/Daughter events.
• Average age and income bracket of attendees:• Average income: $83,000
Majority of participants range in three distinct age groups:Juniors (aged 12-18 -- approximately 20% of participants)Adults (aged 25-40 -- approximately 60% of participants)Family (junior players playing with their fathers – approximately
20% of participants)* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
8Town of Vail | CSE | 12/15/11
• Lodging:• % attendees stayed in Town of Vail: Approximately, 80%• Average amount spent on lodging/day: Approximately, $125• Estimated room nights booked due to event association: 1,763• Lodging call to action: Direct promotion via “Official Lodging
Representatives” and listing of primary central reservations number.
Incremental spending (approximate): $220,000
* Based on survey results.
Estimated Return on Investment (ROI)*
9Town of Vail | CSE | 12/15/11
• Additional Town of Vail spending event generated: $220,000
• Ratio of increased revenue to amount of funding received: 6/1
• Sales tax revenue generated by event and accrued to Town of Vailincluding sales and lodging tax: $24,000
* Based on survey results.** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/subpage.asp?dept_id=48
Visitor Intent to Return*
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Satisfaction ratings:
• Bullet 1 Approximately 95% of 2013 participants/attendees attended the Event in the past.
• Bullet 2 Approximately 88% indicated a desire to return to the Event in the future.
• Bullet 3 “Special Event” held particular interest and excitement for all participants/attendees (especially families).
* Based on survey results.
Topline Marketing Efforts
11Town of Vail | CSE | 12/15/11
• Bullet point Number 3 National Magazine Ads
Bullet point Number 4 Social Media: Facebook/YouTube postings/Twitter
Bullet point Number 5 Direct Mail/Direct E-Mail
• Bullet point Number 6 Regional/Local Radio & Newpaper
Community Contribution
12Town of Vail | CSE | 12/15/11
• Impact on Vail’s sense of community:
Many retail outlets, especially restaurants, contribute to this particular Event with gift certificates being given to “finishers” of said Tournament.Contributions by specific entities helped to produce the “Special Event”: notably; the Sonnenalp Resort & Spa and CME (Colorado Mountain Express).We feel that there was a tremendous sense of pride within the Community to be bringing in the caliber of participants at the “Special Event”; as well as having a “part” in helping to produce the actual overall Event.
Sustainability Efforts
Green Measures
13Town of Vail | CSE | 12/15/11
• Bullet point Number 4 Recycling done on both playing fields.
• Bullet point Number 5 Low impact noise.
• Bullet point Number 6 Low impact to traffic and traffic flow.
• Bullet point Number 7 Low impact to playing fields: i.e. no major structures (bleachers, tents) erected. No “spikes” allowed on courts.
Additional Information
14Town of Vail | CSE | 12/15/11
• Provide detailed budget in attachment please
• Provide ROI explanation in attachment please
• Bullet point
• There are, always, those that, with every Event, feel that it doesn’t either “fit” with their expectations; or, that it’s too expensive, etc. However, we feel that 95% of our past/present/future participants/attendees want to; and, continue to come back year-after-year.
Additional documents attached to presentation: