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

leonfell@rof.net

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Vail Brand Compatibility

“Premier International Mountain Resort Community”

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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

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• 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

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• 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

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* 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

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• 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

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• 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)*

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• 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

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• 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

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• 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

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• 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

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• 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: