EVENT RECAP

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

Fish Fest
May 1 & 2, 2015
Ashley Haugland - CF

Brief Description of Event:

Fist Fest was held Friday from 3pm-8pm and Saturday from 9am-3pm. We offered a variety of special buys on fishing
products for our customers and something for the whole family to enjoy (minnow races, coloring pages, product specials,
and interaction from vendors.) We had vendor representation from Pure Fishing, Bradley Smokers, Shimano, Killer Jigs,
Interstate Batteries, Rapala, St. Croix, Chain of Lakes, the Cedar Valley Walleye Club and Boy Scouts Troop 500. While
offering deals on product, we offered register to win items and the Boy Scouts grilled out hot dogs and brats. Our intent was
to generate sales and drive customers to our fishing department while creating lasting impressions and building
relationships.

Please select the main goal for this event? (1) Sales (2) In-Store Experience (3) Community
Outreach (4) Sponsorship/Partnership
Sales and in-store experience

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. Fishing ASL (22.5) tear down ASL (2)
4. Fishing SSM's
5. Cashiers (2)
6. Set up crew - Service Shop & Facilities
7. Tear down crew - PT Cashier & PT Sales
8. Overnight security

20.5
16
24.5
58
9.5
4
3
23

Registration/Participation:
Participation Goal:
500
Participation goal for next year: 750
Previous Year's Attendance:

Actual Participation:
500 with customers and passerbys
Explain reason for the change in participants
from previous same event last year to this event.

1st year event

Logistics:
Time of the event:
May 1 - 3pm - 8pm

Weather during event:

Mid 60's - few drops but otherwise, little wind and beautiful

May 2 - 9am - 3pm

Low 70's - higher winds but otherwise, perfect weather
Do you feel that the date, time or weather impacted the success of the event? Explain.
Date, time and weather couldn't have been better. We will keep this event consistent and plan same time next year.

Sales:
What was your sales goal for this event? Please select a section that best reflects the event: store, shop or on-site.
$8000 increase in shop 023 over prior year
What were your shop, tent and store sales for this event?
Current Store Sales:
Previous Year Store Sales:
Friday:$63,204
Friday: $64,692
Saturday: $90,132
Saturday: $94,629
Total:$153,336
Total:$159,321
Current Tent or On-Site Sales:
Previous Year Tent or On-Site Sales:
$5,493.60
$0 - first year event
Current Shop Sales:
Previous Year Shop Sales:
Shop 23 (Friday): $9,504
Shop 23 (Friday): $4,036
Shop 23 (Saturday): $7,610
Shop 23 (Saturday): $3,217
Total:$17,114 (136% increase)
Total:$7,253
Was anything done differently this year to drive sales? (promotions, gift cards, giveaways, sales driving
techniques, etc.)
Radio ads and live remote, newspaper ads, facebook posts, community sites, email blast, in-store posters. Promoting of
vendors, giveaway items, and kid zone area.
Sales goal for next year: $10,000 in tent sales & $25,000 in shop 023

Customer, Vendor and Crew Reactions:

What sort of recommendations or comments did you receive from customers, vendors and your crew?
Great feedback from customers, those passing through, and the radio station. Had a few requests for vendors such as
Minnkota & Mepps. Comment from Shimano pro-staff is that he wished we had Shimano items on sale or as a special buy.
Kids loved the minnow races!! Definitely a hit

Community Volunteers:
Total # of volunteers at your event:
22

What organizations were they from:

Pure Fishing, Normark, St. Croix (only here Saturday), Shimano,
Killer Jigs, Bradley Smokers (only here Friday), Interstate
Batteries, Chain of Lakes, Cedar Valley Walleye Club, Scheels
ProStaff and Boy Scouts

Vendor & Co-op Support:

What did co-op provide for this event?
Pure Fishing/Plano provided t-shirts, Plano provided tackle packs as well as $500 in fishing package and youth event
sponsorship, Garmin provided an Oregon 600T and Onyx provided an inflatable life vest

Did you secure outside sponsors? Who and what did they provide?
Interstate Batteries provided a 34M-AGM battery and Skinz-It provided one of their products
Do you recommend any other vendors or sponsors that would be beneficial for future events?
DNR, Daiwa, Quantum, Minnkota, Lowrance, Humminbird, bait vendor, Scheels fish batter, and Pradco

Media:
Did you utilize any PAID media? Yes or no.
Yes
What type of PAID media did you use?
Dollars Spent:
Radio: Waterloo Broadcasting
$170 (live remote) - received $900 in added value
Print: Waterloo/Cedar Falls Courier
$700.00
Web:
$
Other:
$
List any other promotional strategies (paid or free) used to drive traffic to event and/or store:
Scheels website, in-store posters, in-store commercial, community sites and facebook posts.

Summary:
List five things that would make the event better:
1. Increase selection of product that is available outdoors. More smaller items that are easily able to grab and go.
2. Display products for a more visually appealing "wow" factor on the tables as well as encourage vendors to provide
tablecloths with their logos.
3. Make PA announcements every hour to highlight key specials and hot buys from each vendor as well as inform customers
what vendors are present.
4. Add demonstrations into the event such as how to fillet a fish, how to properly bread your fish and how to fry your fish for
best results. Also, incorporate these products outdoors so customers buy immediately
5. Offer free line winding in a tent and advertise on poster.
6. Purchase additional Plano tackle packs for children. They were a huge hit and ran out but t-shirts were available.
7. Call out food being sold by the Boy Scouts on the posters. (sold $120 worth of food & drinks on Friday & $260 on
Saturday. There is the potential to increase based on positive and service oriented reputation of the Boy Scouts)
Overall, were there any major challenges or situations during the event, and if so, please explain
what happened and how you overcame them.
We had multiple times throughout the two days the register went down outside. However, we were able to easily circumvent
the system by walking the customer inside and allowing them to purchase from a cashier or customer service. Windy for
about an hour on Saturday afternoon but were able to hold the tents down with weights.
Will you host the event again? If so, how will your reach your sales and participation goals for next year?
Yes. Continue to use our resources in print and radio as well as other promotional tactics. K98.5 (radio station) already has
contacted me in hopes of being a part of the event next year. We have determined the dates we have already selected will
not conflict with one of their larger events.
Date you plan to host next year?
April 29 & 30
Additional comments or recommendations:

-Thank you to Coralville SCHEELS (Paul Roesler) for allowing the usage of tents, tables and barricades. This significantly
cut down on costs for our event.
-Obtained 101 new email addresses added to our database (already had emails in our database from existing customers
who attended).
-The "World's Largest Garage Sale" was held at the Cattle Congress on Saturday, May 2. Hours are from 7am - 3pm.
There are 160 booths available and I received confirmation from the radio station (who did our live remote) that from 7am 10:30am there were already over 2,200 people through the doors. They ended the day at just over 3,200. Also in the area
this same weekend was the state high school trap shoot which draws around 350 high school shooters and their families.

Event Budget
Estimated Event Expenses
Advertising
Save the Date
Event Posters
Hot Buy Poster
Thank You Vendor Poster
Newspaper
Radio - talent fee for live remote
Radio - radio commercials/ads
Total for Advertising Expenses

Actual

Notes

$ 2.90
$ 92.70
$ 20.32
$ 20.32
$ 700.00
$ 170.00
$ - $900 received as added value
$ 870.00

Supplies
Register to Win:
St. Croix Rod
Rapala Fillet Knife
Yeti Cooler
Gift cards (8) @ $25 & (2) @ $50
Donuts/juice for Saturday morning & ice
Rentals Total for Supplies Fixed Expenses

$ 71.50
$ 68.96
$ 162.49
$ 195.00
$ 32.92
$ - Borrowed tents, tables, barricades from Iowa City
$ 530.87

Estimated Salary
158.5 total hours X $10/hour
Total for Salary Expenses

$ 1,585.00
$ 1,585.00

Co-op
Garmin Oregon 600T
Onyx Life vest
Plano Product (register to win)
Plano tackle packs for kids event
Plano t-shirts
Total for Co-op Dollars
TOTAL COST

$ - $479.99
$ - $79.99
$ - $500 in product
$$$$ 2,985.87

Per Participant
Fill in number of participants here
Total Cost per Participant

500
$ 5.97

Sales
Shop #
023
019
075
059
045
082

Retail Sales
$4,537.06
$374.98
$304.93
$275.00
$1.59
$0.04

Total

$5,493.60

Gift Cards
Gift card #
603086815000004133
603086815000004133
603086000102597822
603086000102597822
603086000102597822
603086000102597822
603086000102597822
603086000112580235
603086000112580235
603086000102597832
TOTALS

Amount Issued

65% or 80% Valuation Date Used

$50.00
$50.00
$25.00
$25.00
$25.00
$25.00
$25.00
$25.00
$25.00
$25.00
$300.00

$32.50
$32.50
$16.25
$16.25
$16.25
$16.25
$16.25
$16.25
$16.25
$16.25
$195.00

Amount Spent Difference

$0.00

-$32.50
-$32.50
-$16.25
-$16.25
-$16.25
-$16.25
-$16.25
-$16.25
-$16.25
-$16.25
-$195.00