EVENT RECAP

Name of Event:
Date(s):
Event Coordinator & Store:

Junior Achievement Ladies Night Out

6/4/2015
Ashley Haugland & Morgan Thias - CF

Brief Description of Event:

Ladies enjoyed a night out complete with hors d'oeuvres, shopping, cocktails, live music, pampering and more. Local
businesses and entrepreneurs were on hand to promote their product and all things female. (Approximately 50 vendors).
This was a fundraiser for Junior Achievement and all proceeds benefit the unique experience JA has to offer.

Please select the main goal for this event? (1) Sales (2) In-Store Experience (3) Community
Outreach (4) Sponsorship/Partnership
Community Outreach & Partnership - build awareness in the community that SCHEELS carries fashion products.

Estimated Salary: (list all paid associates)

List each paid associate position for event: (for
example: cashiers, support, ect.)

Hours Worked:

1. Event Coordinator
2. Event Intern
3. ASL

8
8
4

Registration/Participation:
Participation Goal:
400
Participation goal for next year:
Previous Year's Attendance:
350 tickets sold + vendors

Actual Participation:
324 tickets sold + vendors (75)
Explain reason for the change in participants
from previous same event last year to this event.
Steady in number of participants year over year however, this
year, more vendors were on-site.

Logistics:
Time of the event:
Weather during event:
5pm - 8:30pm
Low 80's - humid but otherwise sunny and beautiful
Do you feel that the date, time or weather impacted the success of the event? Explain.
This event was moved up 2 months over prior year. Weather was great and time frame of the event was 3.5 hours which
was the same as prior year.

Sales:
What was your sales goal for this event? Please select a section that best reflects the event: store, shop or on-site.
$350 on-site sales
What were your shop, tent and store sales for this event?

Current Store Sales:

$57,315.00
Current Tent or On-Site Sales:
$380.28
Current Shop Sales:
Shop ___: $
Shop ___: $
Shop ___: $

Previous Year Store Sales:

$44,771.00
Previous Year Tent or On-Site Sales:
$250.00
Previous Year Shop Sales:
Shop ___: $
Shop ___: $
Shop ___: $

Was anything done differently this year to drive sales? (promotions, gift cards, giveaways, sales driving
techniques, etc.)
Offered 20% off scarves, purses and jewelry as well as held a drawing for 2 SCHEELS gift cards ($25 each)
Sales goal for next year: $500 on-site sales

Customer, Vendor and Crew Reactions:

What sort of recommendations or comments did you receive from customers, vendors and your crew?
"I can't believe you carry Miss Me purses!" "Are you sure all of this is from SCHEELS?" "I love the American print items you
have. My brother plays in a golf outing every 4th of July and I try to wear something supportive. This is perfect."

Community Volunteers:
Total # of volunteers at your event:
15-20

What organizations were they from:

Junior Achievement, Hy-Vee and the Ramanda

Vendor & Co-op Support:

What did co-op provide for this event?
N/A
Did you secure outside sponsors? Who and what did they provide?
N/A
Do you recommend any other vendors or sponsors that would be beneficial for future events?
Brands that we would bring in 2016: Sanuk (numerous requests for these sandals), Bondi Bands and bags that are on sale
(currently, we have a beach bag selling for $14.99)

Media:
Did you utilize any PAID media? Yes or no.
No - all advertising was done by JA & Hy-Vee
What type of PAID media did you use?
Radio:
Print:

Dollars Spent:
$
$

Web:
$
Other:
$
List any other promotional strategies (paid or free) used to drive traffic to event and/or store:
We offered a register to win in our booth. Drawing took place Friday, June 5 and winners were called at that time. We
offered 20% off scarves, purses, and jewelry at the event. (Glockets were the hot ticket item.)

Summary:
List five things that would make the event better:
1. Bring SCHEELS backdrop or banner. Last year there was pipe and drape so we were unable to hang anything on the
wall. This year, we would have been able to use our backdrop as an eye catcher.
2. Softer music throughout the event. The band playing made it difficult to carry on conversations without feeling as though
you had to yell as one another.
3. Turn the air on in the venue. Lots of women were sweating and didn't stick around as long as last year since it was
extremely hot in the facility.
4. Avoid being placed next to stores with similar product at a lower price. We carried Junk headbands for $16 whereas the
store next to us sold fashion headbands for $15.
Overall, were there any major challenges or situations during the event, and if so, please explain
what happened and how you overcame them.
No major challenges besides the heat in the building. Unfortunately, this was something out of our control.
Will you host the event again? If so, how will your reach your sales and participation goals for next year?
We plan to participate again next year. We will sign up early so SCHEELS name is on the JA website as a vendor and
included in emails to previous years attendees.
Date you plan to host next year?
Yes, we plan to participate next year. Just waiting on confirmation of date.
Additional comments or recommendations:
157 register to win entries with 101 new email addresses added to our database,

Event Budget
Estimated Event Expenses
Advertising

Total for Advertising Expenses

Actual

Notes

$-

Supplies
Cost of booth
RTW
Raffle prize
Total for Supplies Fixed Expenses

$ 100.00
$ 32.50 (2) $25 gift cards
$ 27.15
$ 159.65

Estimated Salary
20 hours @ $10/hour
Total for Salary Expenses

$ 200.00
$ 200.00

Co-op

Total for Co-op Dollars

$-

TOTAL COST

$ 359.65

Fill in number of participants here

Total Cost per Participant

375
$ 0.96

Per Participant

Sales
Shop #
At event

Retail Sales
$380.28

Total

$380.28

Gift Cards
Gift card #

Amount Issued

65% or 80% Valuation Date Used

603086000112531044
603086000112531044

$25.00
$25.00

TOTALS

$50.00

$16.25
$16.25
$0.00
$32.50

6/6/2015

Amount Spent Difference

$40.00

$40.00

$23.75
-$16.25
$0.00
$7.50