The Tall Ships Races 7 10 July 2016 Antwerp
Approach
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.
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
Finances Event Host Port Fees Event organisation Income Sponsoring Income Hospitality Marketing & Communication Media deals Return hospitality media deals Communication campaign Budget 135.000 euro 650.000 euro 210.000 euro 418.000 euro Budget 300.000 euro 100.000 euro 210.000 euro 2.023.000 euro Logistical support: electricity, water, logistical material, cars, bikes, computers, Safety support: police department, fire department,. Revenues out of hospitality and sponsoring!
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 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, 29.000 euro
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! 281.000 euro
3. Media Deal Advertisement (print & online) Online banners Radio spot Commercial (TV & Online) 300.000 euro
4. TSR online channels www.tsrantwerp.be www.antwerpen.be www.visitantwerp.be www.portofantwerp.be + other channels City and Port of Antwerp
5. Merchandising
Sponsoring
Main sponsors Exclusive sponsor Golden sponsor o Total sponsoring income: 210.000 euro o Lot of competition from other events: music festival, sport events, wide range of choice in Belgium/Antwerp
In-kind sponsors & partners
Visibility
Trainees
Facts & figures Antwerp Lisbon = 14 days Cooperation with Windseeker (administration, guidance, fundraising project & placement) First 65 -> discount 20% = 980 euro Entrance fee = 1.200 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 = 68.000 euro
Facts & figures Participating trainees: 15 25 years (Young Belgium Crew): 102 15 25 years (individual): 11 + 25: 8 In 2006: in total 25! Financial impact: Costs: 173 186,96 euro Incomes: 160 248 euro (92 148 euro trainees) Extra invested budget: +/- 13.000 euro
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 17.00: Aper eau @ MAS (Afterwork party) 17.30-19.00: Opening Ceremony (City Hall) 19.00: Captains Dinner (RYCB ) Friday July 8 10.00-18.00: 10.00-16.00: 10.00-16.00: 17.00-18.30: 17.00-18.00: 18.00-19.00: 20.00-24.00: 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 Concert @ MAS
2. Program Saturday July 9 10.00-18.00: Ships are open to the public 10.00-16.00: Free cultural program 16.00: Captains Briefing 22.00-22.15: Firework Sunday July 10 09.00: Official Fleet Undocking Time 14.00: Parade of Sail 21.00: Football EC final on big screen
Fireworks
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.
On site communication/decoration One style for all materials that have been developed.
On site communication/decoration
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.
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.
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.
5. Hospitality B2B and B2C possibilities Reception as of 135 pp Walking dinner as of 185 pp Turnover of 418.000 28% for deck-fee 40% for catering cost 32% for Promotion, sales, production, communication, shuttling,.
Results
More then 500.000 visitors!
First time? 45 40 35 30 25 20 15 10 5 0 First time: 43,7% Second time: 22,7% More often: 33,5%
Visited with? 70 60 50 40 30 20 Partner: 69,5% Kids: 29,1% Family: 19,3% Friends: 14,4% 10 0
Why did you visit TSR 2016? Active sailor/shipper: 6,6% Nice event: 46,2% 0 20 40 60
Satisfaction degrees 80 70 60 50 40 30 20 10 0 Very satisfied: 74,3% Satisfied: 23,8
Would you visit TSR again? 80 70 60 50 40 30 Yes: 73,5% Probably yes: 16,5%?: 7,4% 20 10 0
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 euro Before/after event (exc. transport): 26,23 euro 6.000.000 euro return to local economy
Aftermovie
Toevoegen aftermovie!
Nathalie Beloso Nathalie.beloso@stad.antwerpen.be 0032 3 338 51 85 Ben Laloux Ben.laloux@sylvesterproductions.be 0032 16 61 80 80 www.visitantwerp.be www.visitantwerp.be www.tsrantwerp.be