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Spring Back to Vail Recap Report Prepared by Highline Sports & Entertainment, June 1, 2010
A weeklong event. Four free headliner concerts. World Pond Skimming Championships. Spring Back to Vail Expo Village, Spring Back to Vail Sony Cierge Welcome Party, Men’s Journal Underground
Party with Wyclef Jean, Bar Parties and more. April 12 – April 18, 2010, Vail, Colorado Total In-Town Attendance: estimated to be more than 100,000 Locations: Golden Peak, Vail Mountain,
Vista Bahn Base Area, Solaris Concert Venue, Checkpoint Charlie Concert Venue, Ford Park, The Sonnenalp of Vail Resort, In-town Restaurants and Clubs
Executive Summary Spring Back to Vail, Vail Mountain’s iconic, high-energy, end-of-season bash returned April 12-18. Vail was alive and kicking with four FREE outdoor concerts from Wyclef
Jean, Guster, Robert Earl Keen and Sierra Leone’s Refugee All Stars. The weeklong event also included the ever-popular World Pond Skimming Championships presented by Rockstar with free
BBQ courtesy of Vail Mountain. New for 2010, the Men’s Journal Lounge, Reverb Eco Village and Sony Cierge Experience was an expo area located at the base of the Vista Bahn from Friday
through Sunday and offered tons of free giveaways.
Schedule
Event Happenings Wednesday Highlight: Bud Light Après and After Dark Kick-off Parties • Spring Back to Vail kicked off with the Bud Light après party at Los Amigos and post-party at
The George. • Attendees received a variety of giveaway items throughout the week from Bud Light, Captain Morgan and and Spring Back to Vail promotional staffs and had the opportunity
to get their photo taken with a Sony DSC-TX5 Cybershot digital camera by the Sony Faces street team. There were twelve bar parties throughout the week at nine Vail establishments.
Event Happenings Thursday Highlight: Spring Back to Vail Welcome Party with and Sony Cierge Lounge • Held at the Sonnenalp Resort of Vail, the Spring Back to Vail Welcome Party and Sony
Cierge Lounge officially kicked of the final three days of the festival and included event sponsors, press and VIPS, invite only. • Presented by Sony Cierge, Bud Light, Captain Morgan
and the Sonnenalp, guests enjoyed live music, beverages and appetizers, while experiencing the latest and greatest gadgets from Bravia LCD HD TVs to VAIO computers and cybershot digital
cameras.
Event Happenings Thursday Highlight: Spring Back to Vail Welcome Party with the Sony Cierge Lounge & the Sony “In the Right Hands” Event • Additionally, 25 selected guests joined at
the Sonnenalp for a Sony “In the Right Hands” experience where they received a Sony DSC-TX5 digital camera learned the ins and outs of the camera as well as the social media components
of the program.
Event Happenings Friday through Sunday Highlight: Men’s Journal Lounge, Reverb Eco Village and Sony Cierge Experience • Located at the base of the Vista Bahn, the Men’s Journal Lounge
featured the Eukanuba Doggy Bar, Leatherman Tools product display and giveaways.
Event Happenings Vista Bahn Base Area Expo Continued • The Reverb Eco Village offered all kinds of cool giveaways from Bear Naked Granola, Clif Bar, Climate Counts, EVOL Burrito's, NativeEnergy,
Nordica, Oxfam, SIGG, Specialized, Stonyfield Farm and Sustainable Biodiesel Alliance. Liberty Skis and Smith Optics also showed their wares in this expo area.
Event Happenings Vista Bahn Base Area Expo Continued • The Sony Cierge Experience included the latest Sony gadgets like the new DSC-TX5 Cybershot digital camera that is waterproof, freezeproof,
shockproof and dustproof. Here, lucky attendees also had the opportunity to enter a Chair 5 promotion to win a chair from the High Noon Lift as well a Sony DSC-TX5 Digital Camera and
a VIP trip back to Vail for Vail Snow Daze 2010, on behalf of Sony.
Event Happenings – Friday Friday Highlight: Sierra Leone’s Refugee All Stars Concert and Premier Viewing of the Documentary, Solaris Concert Venue, Vail Village. This was the Largest
Viewing of an outdoor film, in-town, in Vail, Colorado.
Event Happenings • Sierra Leone's Refuge All Stars, who formed in a refugee camp during the civil war of Sierra Leone, kicked off Spring Back’s three-night concert series by sharing
their incredible story through their reggae-style sound. • For the first time in Spring Back to Vail’s eight-year history, the band brought an element of world culture and unique style
that had never been showcased in Vail. • Prior to their live performance, a premier viewing of the band’s incredibly moving, award-winning documentary was shown on a large on-stage screen.
Event Happenings – Saturday Saturday Highlight: Wyclef Jean Double Billing with Special Guest Robert Earl Keen Concert Presented by Bud Light, Ford Park, Vail Colorado.
Event Happenings Robert Earl Keen opens with a huge crowd at Ford Park. • The action-packed weekend of music continued on Saturday with headliner Wyclef Jean and special guest Robert
Earl Keen taking the stage at Vail’s Ford Park. • Blending Robert Earl Keen’s country tunes with Wyclef’s hip-hop, reggae, R&B mix, the concert provided an international flare and catered
to a diverse audience.
Event Happenings Followed by an extremely entertaining performance by Wyclef Jean in front of huge crowd.
Event Happenings Men’s Journal Underground with Wyclef Jean Immediately following the Wyclef Jean Concert, guests were invited to a VIP party at the Sonnenalp Resort of Vail. Guests
enjoyed the surprise appearance by Wyclef Jean, as part of the surprise of this underground party. Additionally, guests enjoyed food and beverages, including Bud Light and product from
Diageo.
Event Happenings -Sunday Sunday Highlight: Sony Closing Day – Closing Old Chair 5.
Closing Day–Closing Old Chair 5 • All on-mountain guests had the unique opportunity to take a commemorative photo sitting on a chairlift chair located next to the legendary Chair 5 courtesy
of the Sony DSCTX5. • Photos were available for instant printing outside of Buffalo’s Restaurant and also available for viewing on a Vail Mountain hosted Flickr page. • One lucky winner
was also awarded a physical Chair 5, a VIP trip back to Vail Snow Daze and a Sony DSC-TX5 cybershot digital camera through the Sony Cierge Experience promotion. Hundreds of photos
were captured and can be found on Vail Mountain’s Flickr Group: Sony Closing Day – Closing Old Chair 5
Event Happenings -Sunday World Pond Skimming Championships presented by Rockstar and Complimentary BBQ from Vail Resorts. Immediately following, was the free Concert with Guster at Checkpoint
Charile to finish up Closing Day of Vail Mountain 2010.
Event Happenings Sunday Highlight: World Pond Skimming Championships presented by Rockstar • In its eighth year, the World Pond Skimming Championships returned to Spring Back to Vail
on Sunday at Vail Mountain’s Golden Peak base area. • 100 Skimmers from around the world tested their buoyancy in hopes of becoming the 2010 World Pond Skimming Champion and be awarded
two ’10-’11 Epic Passes. • Numerous sponsor announcements were made throughout the event, including shout outs about the waterproof Sony camera and the Sony Cierge expo booth.
Event Happenings – Sunday Sunday Highlight: The Closing Day of the season for Vail Mountain with a Free Guster Concert, Checkpoint Charlie, Vail Village.
Event Happenings • To round out the Spring Back festival, Guster preformed a free concert at Checkpoint Charlie immediately following Pond Skimming. • Offering a one-of-a-kind sound
through the combination of bongos, cymbals and other drums, Vail Village was packed with fans singing along to Guster’s entertaining tunes.
Marketing: National, Regional and Local National: SKI Magazine (Circulation: 406,328) • 2 full-color, full spread ad (February & March, 2010) Men’s Journal Magazine (Circulation: 735,654)
• 2 full-color, full page ads (April & August, 2010)
Marketing: National, Regional and Local Front Range: Westword – The Edge (Circulation: 100,000) • 2 full-color, full-page ads
Marketing: National, Regional and Local Local/Mountain Regions: Vail Daily (Circulation: 15,500) • Full Page, half page and quarter page ads • Handful of various filler ads featuring
the week-long festival as well as filler ads highlighting a particular event or concert within the festival
Print Ad Examples Ski Magazine 2-Page Spread Westword Full Page Ad Men’s Journal Full Page Ad
Print Ad Examples Vail Daily Full Page Ad Vail Daily Schedule Ad Vail Daily Event Specific Ads
Marketing: Digital Online Static Ads: • DenverPost.com, 2 ad placements from March 29-April 18, on the snow report page • Comcast.net, ad placement from March 29-April 18, on the homepage
• Facebook.com, ad placement hitting the winter sports and college-age users from March 29-April 18
Marketing: Digital Social Networking: A central aspect of Highline Sports & Entertainment’s Spring Back to Vail marketing campaign was the utilization of social networking. We found
it effective to communicate with our target audience through the use of social utility programs that connect people with similar interests to one another.
Marketing: Digital Social Networking Continued: • Email Blasts: Distributed on local, regional and nation levels highlighting entire festival as well as specific festival components
such as concerts • Highline Sports & Entertainment • Colorado Pass Club • Colorado Info • Vail Mountain • Skiing Magazine • Plum TV
Marketing: Digital Social Networking Continued: • Twitter • Vail Mountain • Highline Sports & Entertainment • Sponsors, local businesses, local information centers, press, etc • Blogs
• Facebook, MySpace, YouTube, Flickr • Ski Industry Community Websites such as SkiNet, Snowboard Magazine, Freeskier Magazine and Snowboarder Community.
Marketing: Digital Social Networking Continued: Sony In The Right Hands: New for 2010, two social networking programs were implemented in to Spring Back as a part of Sony’s on-site activation.
• 25 local social media gurus were hand selected to be Vail photo ambassadors and upload photos taken throughout the event to Flickr, Twitter and Facebook.
Marketing: Digital • Each ambassador was armed with a Sony TX5 Cyber-shot digital camera and asked to take photos from Spring Back events around town, on the mountain, at concerts, etc.
• Ambassadors were asked to use the hash tag #sonyatvail when posting their favorite shots to social media websites for tracking purposes. • To date, 742 photos have been tagged on Flickr
and 42 tweets on Twitter. In addition, more than half of the photo ambassadors uploaded photos to their personal Facebook pages.
Marketing: Digital Social Networking Continued Sony Faces: • Four street team photographers were armed with Sony TX5 Cyber-shot digital cameras and hit the town snapping photos of a
wide variety of event-goers on the mountain, at the expo area, at après and after-dark parties, at concerts and pond skimming, etc. • These photos were then uploaded to Vail Mountain
hosted Facebook and Flickr albums.
Marketing: Digital Social Networking Continued • The street team passed out businesssized cards to photographed individuals that included details with how to access the photos and tag
themselves and friends. • To entice guests to participate in this social media initiative via Facebook, a Spring Back to Vail trip for two for the 2011 festival is planned as an award
to one lucky winner.
Marketing: Television Front Range and Local/Mountain Range Ad Placements • Cable TV Denver Interconnect • One :30 second Spot Aired during Primetime and Sports • Spot Aired on the Following
Networks: USA, TNT, TRU, ESPN, ESPN2, FX, TBSC, NICK, TOON, ENT, MSNBC, CNN, Bravo, OXYG and VH1 • Aired 570 times, with impression of 257,000, from 3/26 – 4/16
Marketing: Radio Mountain Range Ad Placements KZYR The Zephyr/Vail • One :30 second Spot Aired 200 times • One :15 Spot Aired 100 times • “Spring Back to the Year” Promotion: from April
1-30, one music set played per hour featuring a specific “year of the day” (Spring back to 1978… etc.)
Marketing: Outdoor Marketing: Outdoor d Front Range Placements (3/22 – 4/18/2010): • Daily Effective Circulation: 38,410 • Front Range Locations: • N Federal 5855 W just N/0 I-70 • Champa
S just W/O Downing
Collateral Numerous Spring Back to Vail Collateral pieces were produced and distributed locally and regionally. Spring Back to Vail Posters, Rack Cards, Credentials, Drink Tickets and
Event Specific pieces were produced and distributed heavily.
Event Specific Collateral Items Numerous promotions and events surrounded Spring Back to Vail 2010. Some of the additional collateral pieces include: Sony Cierge Lounge Invites, Sony
Chair-5 Promotional Cards, Sony Faces Promotional Cards and more.
Event Collateral and Event Merchandise Spring Back to Vail Merchandise and Sponsor Swag could not be missed in town during event week. The Spring Back to Vail promo staff said people
were going crazy for the headbands and there was a lot of excitement in town surrounding the events. “The bar parties were packed! And the après parties were also well attended.” Lindsey
Bradshaw, promo staff.
On Display Spring Back to Vail signage, with Sponsor Logos, was seen around town leading up to and surrounding the event. Signage included: Town of Vail (In-town Banner) in two high
traffic locations, base area schedule signage, posters, sponsor banners, general event banners, and event specific event signage.
Event Specific Signage On Display Event Specific Signage was experienced at a variety of areas including the concerts, World Pond Skimming Championships, Vista Bahn Expo area, VIP parties
and more. Trussing at the Vista Bahn Base area, Men’s Journal Lounge, Sony Cierge Experience, Sony Chair 5 Promotion
Event Specific Collateral Items Additional collateral pieces included: Men’s Journal Underground Invites, Men’s Journal Magazines, Men’s Journal Signage, Sponsor Banners and more.
Public Relations Snapshot Highline Sports & Entertainment conducted a comprehensive local, regional and national public relations campaign. Press Releases: Total of eight event specific
releases distributed via email to print, online, television and radio outlets Twitter Updates: Total of 17 tweets shared virally with Highline Sports & Entertainment’s 1,394 Twitter
followers Facebook Updates: Total of 11 event updates shared virally with Highline Sports & Entertainment’s 201 Facebook fans Television: Total of 7 on-air appearances on TV8-The
Official TV Station of Vail and Beaver Creek which has an average audience of 18,000 viewers
Green Initiatives In addition to requiring vendors to follow TOV green events check list, Highline Sports & Entertainment conducted the following green efforts: Worked with town environmental
officials to develop green practices 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 station setup at Ford Park concert Had recycling signage
printed on recycled signs
Green Initiatives Served beverages in recyclable or compostable cups No vehicles were left idle while loading in and out Used tarps made from recycled billboards for the pond skimming
pond liner Moved to majority use of linens in lieu of plastic disposable tablecloths Brought in Reverb Eco Village expo. Based in Portland, Maine, Reverb is a 501(c)(3) non-profit
organization founded in 2004 by environmentalist Lauren Sullivan and her musician husband, Adam Gardner of Guster. Reverb provides turn-key greening programs for artists' tours while
conducting grassroots outreach and education with music fans everywhere. This expo was at the Vista Bahn base area on Friday, Saturday and Sunday of the Event.
Additional Event Photos Numerous sponsors gained exposure around Vail at popular bar parties, concerts and more Pond Skimming Characters Sony in the Right Hands at Pond Skimming
Sierra Leon Band Member rocking the Bud Light tshirt!
Additional Event Photos A popular Vista Bahn area Great crowds at all concerts Product trial Rockstar at Spring Back
Sony In the Right Hands
THANK YOU