The Tall Ships Races July 2016 Antwerp

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Jasmine Nichols
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1 The Tall Ships Races 7 10 July 2016 Antwerp

2 Approach

3 Approach o Joint venture between City and Port of Antwerp City: mobility, contacts with police and fire departement, cultural program, security, logistic help, locations, partners, sports Port: nautical aspects such as berthing places, boatmen, pilots, tugs. o Search for a partner (award of contract) for 2 assignments: Event organisation & Sponsoring & Hospitality. January 2015: cooperation between Sylvester Productions and Push To Talk.

4 Meeting structure Weekly: o Projectteam (hands on, operating team): Nathalie Beloso eventcoordinator City of Antwerp Lies Van Pelt eventcoordinator Port of Antwerp Ben Laloux Sylvester Productions Tom Bellens Push To Talk Monthly: o Boardmeeting: Representative mayor De Wever, alderman Kennis, alderman Van Peel, representative nautical team, project managars communication, event director, o Communication & marketing: Press, content centre (social media, communication channels City of Antwerp, visit Antwerp,. o Nautical: Pilots, fenders, tugs, berthing places,.. Theme meetings: o Safety: police, fire departement, safety & emergency manager,. o Mobility o Hospitality o Infrastructure & city devolpment

5 Finances Event Host Port Fees Event organisation Income Sponsoring Income Hospitality Marketing & Communication Media deals Return hospitality media deals Communication campaign Budget euro euro euro euro Budget euro euro euro euro Logistical support: electricity, water, logistical material, cars, bikes, computers, Safety support: police department, fire department,. Revenues out of hospitality and sponsoring!

6 Marketing & Communication

1. Recruitment trainees Specific communication campaign o o o o o o o o o o o o posters flyering during events (Tour de France, Studay, ) roll up s promotional video (Flemish trainees) advertising on

7 1. Recruitment trainees Specific communication campaign o o o o o o o o o o o o posters flyering during events (Tour de France, Studay, ) roll up s promotional video (Flemish trainees) advertising on Facebook (15 25 years) Xaxis digital mailing to all youth associations & sports clubs printed mailing to all schools in the city of Antwerp 2 info meetings add in students magazine promotion via channels sport, students & youth department, promotion via partners: sport federations, universities, social and cultural associations, euro

8 2. Campaign Antwerp = city next to the river harbour city vibrant city TSR = international sailing competition more than a visit, it s an experience for all ages! euro

9 3. Media Deal Advertisement (print & online) Online banners Radio spot Commercial (TV & Online) euro

10 4. TSR online channels other channels City and Port of Antwerp

11 5. Merchandising

12 Sponsoring

000 euro o Lot of competition from other events:

13 Main sponsors Exclusive sponsor Golden sponsor o Total sponsoring income: euro o Lot of competition from other events: music festival, sport events, wide range of choice in Belgium/Antwerp

14 In-kind sponsors & partners

15 Visibility

16 Trainees

Facts & figures Antwerp Lisbon = 14 days Cooperation with

placement) First 65 -> discount 20% = 980 euro Entrance fee = 1.

Crew! workshops coaching coach to airport Lisbon flight Lisbon

17 Facts & figures Antwerp Lisbon = 14 days Cooperation with Windseeker (administration, guidance, fundraising project & placement) First 65 -> discount 20% = 980 euro Entrance fee = euro Sign in for fundraising project and join Young Belgium Crew! workshops coaching coach to airport Lisbon flight Lisbon Brussels T-shirt membership national sail training association Godfathers trust fund = euro

Facts & figures Participating trainees: 15 25 years (Young

18 Facts & figures Participating trainees: years (Young Belgium Crew): years (individual): : 8 In 2006: in total 25! Financial impact: Costs: ,96 euro Incomes: euro ( euro trainees) Extra invested budget: +/ euro

19 Event

1. Program Thursday July 7 09.00: All participating vessels to be in Port 10.00-18.00: Ships are open to the public 10.00-18.00: Free cultural program 12.00-18.00: Sports competitions for participating crews 17.

20 1. Program Thursday July : All participating vessels to be in Port : Ships are open to the public : Free cultural program : Sports competitions for participating crews 17.00: Aper MAS (Afterwork party) : Opening Ceremony (City Hall) 19.00: Captains Dinner (RYCB ) Friday July : : : : : : : 20.00: Ships are open to the public Sports activities for participating crews Free cultural program Reception Young Belgium Crew (City Hall) Crew Parade Price Giving Ceremony (Outdoor stage MAS) Crew Party MAS

00: Free cultural program 16.00: Captains Briefing 22.00-22.

21 2. Program Saturday July : Ships are open to the public : Free cultural program 16.00: Captains Briefing : Firework Sunday July : Official Fleet Undocking Time 14.00: Parade of Sail 21.00: Football EC final on big screen

22 Fireworks

23 2. Eventsite 5 coloured oceans, marked with flags (safety). Every ocean: info point, toilets, catering, animation, merchandising, first aid,. Every ocean has own atmosphere. Ocean around MAS = late night.

24 On site communication/decoration One style for all materials that have been developed.

25 On site communication/decoration

26 3. Vessels A-class 19 B-class 5 C-class 11 D-class 6 Military vessels 3 Maritime heritage 10 Total 54 Brest Maritime Festival made ship recruitment very challenging! Less C & D-class vessels due to difficulty race.

27 4. Security - preparation Screening of all event crew members (235) Good collaboration between Police and private security partner Installation of a restricted area around the event site Accessible for inhabitant or destination traffic Due to the terrorist attacks we have found a set back on selling hospitality. Hard to get information from the military vessels on their program.

28 4. Security - Onsite 70 police officers (visible & undercover) on site during 4 days. Installation of Permanent CP-OPS Local police Event Safety team First aid coordinator Mobility Manager Private Security Manager Fire Department Video dispatch (8 video poles with 360 cams onsite Communication dispatch (> 50 digitale radios) Daily two briefings: mornings and evenings led by safety & emergency manager with police department, fire department, first aid, private security firm, mobility consultant, safety consultant, safety coordinator event & project manager city of Antwerp.

29 5. Hospitality B2B and B2C possibilities Reception as of 135 pp Walking dinner as of 185 pp Turnover of % for deck-fee 40% for catering cost 32% for Promotion, sales, production, communication, shuttling,.

30 Results

31 More then visitors!

32 First time? First time: 43,7% Second time: 22,7% More often: 33,5%

33 Visited with? Partner: 69,5% Kids: 29,1% Family: 19,3% Friends: 14,4% 10 0

34 Why did you visit TSR 2016? Active sailor/shipper: 6,6% Nice event: 46,2%

35 Satisfaction degrees Very satisfied: 74,3% Satisfied: 23,8

36 Would you visit TSR again? Yes: 73,5% Probably yes: 16,5%?: 7,4%

37 General facts & numbers Average age visitor 53 years old 80% from the province Antwerp 9% from other part of Belgium 11% from abroad (visitors) 47% has visited the event more then one day 82% of the visitors would recommend the event to friends/family

Economical impact 35 30 25 20 15 10 5 0 During event: 30,92 euro Before/after event: 31,59

38 Economical impact During event: 30,92 euro Before/after event: 31,59 euro Before/after event (exc. transport): 26,23 euro euro return to local economy

39 Aftermovie

40 Toevoegen aftermovie!

41 Nathalie Beloso Ben Laloux Ben.laloux@sylvesterproductions.be

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