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HomeMy WebLinkAboutCarniVail_TOV Prepared byJune 1, 2010CarniVail Recap Report Prepared for: Mardi Gras Vail Style -King Cake Eating Contest at the Fat Tuesday Parade EXECUTIVE SUMMARYVail, Colorado was hit with a spicy taste of New Orleans at the annual Mardi Gras celebration, CarniVail, taking place February 14-19, 2010. As the largest annual Mardi Gras celebration at 8,150 feet above sea level, attendees enjoyed a week’s worth of Mardi Gras merriment complete with all the Cajun fixin’s, live music, Fat Tuesday celebrations and beads, beads and more beads!Performing artists for CarniVail 2010 included: 24 South, Frogs Gone Fishin’, Bonfire Dub and Karl Denson’s Tiny Universe.Locals and guests alike dressed up in Mardi Gras apparel and beads at the World’s Highest Low-country Crawfish Boil, Bud Light Street Party and the legendary Fat Tuesday Parade. The Mardi Gras week continued with a free Karl Denson’s Tiny Universe Concert in town. Bud Light and Southern Comfort hosted après ski and nightly bar parties throughout Vail and Lionshead Villages offering drink specials, giveaways and good times. EVENT SNAPSHOT• Event Dates: Sunday, February 14 – Friday, February 19, 2010• Event Locations: Eagle’s Nest and Vail Village with two concerts at Checkpoint Charlie • Total In-Town Attendance: estimated to be more than 55,000 during the event week• Generated $150,000 in marketing and media value MARDI GRAS AT 8,150 FEET EVENT COMPONENTS• The Highest Low-country Crawfish Boil and tunes of 24 South at Eagle’s Nest on Vail Mountain• Tasty traditional Cajun and Creole cuisine, great tunes and TONS of Mardi Gras beads • Those in attendance were overwhelmingly talking about thigh-deep snow, and crowds still showed up for the festivities on the Eagle’s Nest Deck and inside the on-mountain restaurantSunday Highlights: The Highest Low-country Crawfish Boil“400 lbs of crawfish was flown in for the crawfish boil.” John Bailey, Vail Onmountain Dining. EVENT COMPONENTS CONTINUEDSunday Highlights: The Highest Low-country Crawfish BoilThe Bud Light promo team, Rockstar sampling team and Southern Comfort promo team were all part of the mix both on the deck and inside the restaurant where skiers were warming up and enjoying their crawfish fix. Tuesday Highlight: Bud Light Street Party and Fat Tuesday Parade • Locals and guests alike dressed up in Mardi Gras apparel and beads and partook in all the Fat Tuesday CarniVail fun• Festivities included: Fat Tuesday parade, Crowing of the CarniVail King and Queen, the King Cake Eating contest, the Parade Float Competition and live tunes from Frogs Gone Fishin’EVENT COMPONENTS CONTINUED Tuesday Highlight: Bud Light Street Party and Fat Tuesday Parade • With more than 3,000 people in attendance, Vail’s Fat Tuesday was a jam-packed night of Mardi Gras merriment in Vail Village!• Pictured below is the event announcer, with the king cake-eating participants. His humor made its way throughout the venue over the hi-powered sound system, catching the crowd’s attention as he gave multiple sponsor shout-outsEVENT COMPONENTS CONTINUED • 3,000-4,000 in attendance throughout the concert• The concert was held from 7-9p.m. at Vail’s Checkpoint Charlie outdoor venue with Bonfire Dub as opening act• Karl Denson’s Tiny Universe had attendees dancing all night long to their eclectic funk tunes" Friday Highlight: Southern Comfort presents Karl Denson’s Tiny Universe, with opening band, Bonfire Dub EVENT COMPONENTS CONTINUED Friday Highlight: Karl Denson’s Tiny Universe with local favorites, Bonfire Dub EVENT COMPONENTS CONTINUED Après & After-dark parties with Bud Light and Southern Comfort were popular throughout the week The ClubEVENT COMPONENTS CONTINUEDThe GeorgeGarfinkel’sRed Lion MARKETINGNewspaper – Local/Mountain Regions• Vail Daily (Circulation: 15,500)• 50+ full-color ads in varying sizes including full-page, half-page, quarterpage and filler ads• Advertising spanned over several weeks, including the busy Martin Luther King Weekend and President’s Weekend reaching thousands of locals, Front Range visitors and Nationwide visitors alike MARKETINGDigital – Online Static Ads • Vail PM• Vail Daily• CarniVail.net lived within Vail Mountain’s website MARKETINGSocial Networking: Including permission-based emails and online newsletters featuring CarniVail (Vail Resorts, the Westword, Vail Valley Partnership and Highline Sports & Entertainment) • Email Blasts • Twitter• Facebook • Community Pages• Online Calendar Sections MARKETINGNational Magazine Advertising National: • Skiing Magazine (Circulation:309,102)• 1 full-color, full-page ad• February Issue; digital flip version is also found online via Ski.net MARKETINGSkiing Magazine full-page, 4-color adVail Daily full-page, 4-color ad MARKETINGVail Daily Event Specific Ads MARKETINGVail Daily Schedule Ads Including Bar Parties MARKETINGTelevision• Multiple live television interviews aired on RSN affiliate TV8, The Official Television Station of Vail and Beaver Creek Resorts. – 2/12 – TV8 Morning Show, Avon TV8 Station– 2/14 – TV8 Morning Show, Avon TV8 Station– 2/16 – TV8 Morning Show, Avon TV8 Station– 2/19 – TV8 Morning Show, Avon TV8 Station• Event features were broadcast throughout the Vail Valley, including TV8, The Official Station of Vail and Beaver Creek Resorts.• Estimated Audience: 18,000 MARKETINGRadio• 2/6-2/19 3 (:60) second commercials per day promoting the events through CarniVail week on Vail’s local radio station, KZYR, The Zephyr with Sponsor mention• 2/6-2/16 3 (:30) second commercials per day promoting the Bud Light Parade & Street Party with sponsor mention• 2/17-2/19 3 additional (:60) second commercials per day promoting the events. • Tuesday 2/16 from 1pm-3pm KZYR played the Catfish Fry in which they local radio station played 2 hours of New Orleans tunes. This was brought to listeners by CarniVail. The commercials were played during these two hours and were the first commercials out of the stop sets• KZYR ran live interviews of the King/Queen nominees in which they had an opportunity to give their campaign speech• They also bonused with 40 spots to rotate on The Valley from 2/6-2/19 with sponsor mention ON DISPLAYTown of Vail BannerBar Party Signage11x17 CarniVail Poster ON DISPLAYEvent Banners, Credentials, Mardi Gras Swag PUBLIC RELATIONS SNAPSHOTHighline conducted a comprehensive local, regional and national public relations campaign. A central aspect of the PR campaign was the utilization of online and social media tactics including online news resources and social utility programs. In our fast-paced Internet world, we found it effective to pitch national online journalists for longer lead stories and send event updates using email blasts for short lead and week-of stories. Twitter was integrated in the PR campaign. Using the Highline Sports account, we updated followers with festival updates. Other notable organizations including Vail Resorts and the Vail Daily followed our Tweets and Tweeted along with us, giving their followers the same CarniVail updates we were giving ours. Highline was mentioned in 86 tweets over the duration of the campaign.In addition to online communication tactics, Highline also used traditional print, television and radio media. As an annual Vail festival, we found it effective to communicate with our target audience in Colorado and across the country pitching long lead magazine calendar sections as well as shorter lead newspapers and radio stations. PUBLIC RELATIONSPress Releases total of six releases were distributed locally, regionally and nationally• Karl Denson’s Tiny Universe Brings Their Southern California Grooves to CarniVail, Vail’s Annual Mardi Gras Festival – 1/18 • Bourbon Street Comes to Bridge Street with CarniVail February 14-29, 2010 – 2/5• CarniVail Court 2010 Announced: Choose the Royal Couple – 2/9• CarniVail Kicks Off Sunday with the World’s Highest Low-Country Crawfish Boil – 2/11• CarniVail, Vail’s Mardi Gras Festival, Hosts Legendary Bud Light Street Party and Fat Tuesday Parade on Tuesday – 2/12• Karl Denson’s Tiny Universe Week-of Release – 2/17 PUBLIC RELATIONSE-Blasts• Vail’s Steep Savers: Featured Events – Vail CarniVail Feb. 14-19 – 1/29 • Plum TV: The Five Best Things To Do This Week in Vail – CarniVail and More – 2/8 • 5280 Magazine: Best Bets – Outdoors CarniVail • Highline Sports & Entertainment: CarniVail, Vail's Annual Mardi Gras Festival, is Comin' to Town! – 2/11• Vail’s Steep Savers: President’s Weekend and CarniVail Lodging as Low as $250 a night – 2/11 PUBLIC RELATIONSOnline Event Calendars• Vail Daily• Denver Post• Colorado Expression Magazine• Vail Beaver Creek Magazine • Vail Valley Partnership• Vail PM• Vail Resorts• This is just to name a few, see complete press hit list for a more comprehensive list of calendar listings PRESS HITSEditorial Placements to Date -45 press hits GREEN INITIATIVES• Worked with town environmental officials develop green practices • Required vendors to follow TOV green events check list • Worked with town of Vail street department to recycle all event cardboard, plastic and aluminum• Worked with Vail Mountain environmental team for recycling at on mountain events • Had event staff dedicated to collecting and sorting trash and recycling• Had recycling signage printed on recycled signs • Served beverages in recyclable or compostable cups• No vehicles were left idle while loading in and out ADDITIONAL EVENT PHOTOS ADDITIONAL EVENT PHOTOS Thank you for being part of a jampacked week of CarniVail and a successful event week in Vail. We look forward to seeing you next year, we’ll be underneath all of our beads, masks and crazy Mardi Gras hats!