HomeMy WebLinkAboutHolidaze_2011_Recap_TOV2011 Event Recap
Presented by H I G H L I N E
Prepared for
January 26, 2011
EXECUTIVE SUMMARY
•Vail Family Holidaze returned in 2011, the annual event for families
and children surrounding the holiday season. Vail Family Holidaze
encompassed a wide variety of holiday activities, all of which were
complimentary and open to the public.
•The event ran Dec. 17-25, & 31, 2011 and celebrated the holiday
season in Vail with a wide-variety of events including on-snow
activities, Tree Lighting, three ice skating shows, two concerts, a
Jingle Bellz snowshoe, Kids Zone, Santa and Friends, NYE
Torchlight Parade, Fireworks, First Night activities and more.
•Performing artists for Vail Family Holidaze 2011 included a
cappella group Wonder Voice and The Colorado Children’s
Chorale.
•Winter Solstice on Ice included three nights of performances with
renowned skaters like 2011 World Champion Patrick Chan and
2010 U.S. National Champion Rachel Flatt.
•Vail Family Holidaze featured no-cost admission for all events and
concerts surrounding the event, marking the continuation of Vail
Mountain’s commitment to providing free, first-rate entertainment for
all guests.
EVENT SNAPSHOT
•Dates: December 17-25, & 31, 2011
•Estimated total media impressions: 86,985,873
•Estimated event attendance: 50,000
•Locations:
–Base of the Vista Bahn Express Lift (#16)
–Base of the Eagle Bahn Gondola (#8)
–Base of Golden Peak
–Eagle’s Nest
–Solaris Plaza
–The Arrabelle Ice Rink
–Kids Zone Stations throughout Vail Village and Lionshead Village
–Vail Public Library
–Variety of hotels – Four Seasons Resort of Vail, Vail Marriott
Resort & Spa, Antlers at Vail, Manor Vail Lodge, The Arrabelle at
Vail Square
EVENT SCHEDULE
EVENT COMPONENTS
Tree Lighting Ceremony
•December 17, 2011 – 5:30 p.m.,
Slifer Plaza in Vail Village
•A kick off to Vail’s holiday season,
the tree lighting ceremony is a
great way to get the whole family
in the holiday spirit. Starting at
5:30 p.m. in Slifer Plaza, Vail
came alive with holiday carols,
appearances by Vail dignitaries,
holiday characters and of course
the lighting of the tree!
EVENT COMPONENTS
Jingle Bellz Snowshoe
•December 18, 2011 – 8 a.m.
•Lionshead, Base of the Eagle Bahn gondola
•Come run, walk or shuffle and get some exercise before all of your
holiday treats! The Jingle Bellz Snowshoe was a huge hit for those
who participated. It was very non-competitive and pleased Vail
guests with the opportunity to access Vail Mountain prior to it being
open to skiers. Fun for the whole family and joined by snowshoers
of all abilities. All participants received complimentary jingle bells
and gift card from Larkburger. Atlas snowshoes were available
onsite for complimentary demos.
EVENT COMPONENTS
Kids Zone
•December 19-24, 2011 – 3-5 p.m.
•Vail Village and Lionshead
•NEW this year, Vail Family Holidaze turned Vail Village and
Lionshead into a winter wonderland with multiple FREE themed
activities for kids and their families. The candy cane striped poles
marked each location and complimented by a Kids Zone map that
was available at any of the event stations made these activities
easy to find. Anyone who visited all of the stations received a Vail
Family Holidaze pin. Activities included: Ornament making,
snowman decorating, the Vail Arctic Express train rides, Santa’s
Workshop sponsored by the VRD, fireside story time and a puppet
theater at the Vail Public Library, s’more making, Caroling Karaoke,
entertainers and more!!
EVENT COMPONENTS
Holiday Concerts
•December 19 & 20, 2011 –
3:30 p.m.
•Solaris Plaza in Vail Village
•On Monday, December 19,
a cappella group Wonder
Voice performed powerful
renditions of holiday
favorites and the greatest
hits from the last 70 years.
•The Colorado Children’s
Chorale took the stage in
on Tuesday, December 20
for a concert that featured
classic holiday songs as
well as other pieces from
their extensive repertoire.
Concerts were
complimentary and open to
the public.
EVENT COMPONENTS
Skate with the Stars
•December 21-23, 2011 – 3:15-4 p.m.
•Solaris Plaza Ice Rink and Arrabelle Square Ice Rink
•The experience of a lifetime, guests had the opportunity to join
national and international competitors as they shared the ice
Wednesday, Thursday and Friday before they performed in the
Winter Solstice on Ice skating shows. Spaces were limited to 25
people per time slot and guests were able to register in advance at
the skate rental shop at each of the rinks.
EVENT COMPONENTS
Winter Solstice on Ice
•December 21-23, 2011 – 5 p.m.
•Solaris Plaza Ice Rink in Vail
Village
•National and international figure
skating competitors including
current World Champion Patrick
Chan and 2010 US National
Champion Rachael Flatt
performed during the Winter
Solstice on Ice skating shows.
All shows were complimentary
and open to the public.
•Food and beverage options
were available including
complimentary hot cocoa from
Yeti’s Grind and hot soup and
rolls for sale from the
Marketplace on Meadow Drive
EVENT COMPONENTS
Torchlight Parade and Fireworks
•December 31, 2011 – 6:15 p.m.
•Golden Peak
•A Vail tradition continued this New Year’s Eve with the torchlight
parade and fireworks. Skiers formed a glowing train as they skied
down Golden Peak, illuminated with glow sticks. Viewing for this
spectacle took place at the base of Golden Peak. Fireworks lit up
the sky immediately following the parade.
EVENT COMPONENTS
First Night Party
•December 31, 2011 – 7-10 p.m.
•Adventure Ridge
•After the Torchlight Parade and Fireworks, guests were invited to
Lionshead and up the gondola to Adventure Ridge for an evening of
fun at the First Night Party. The gondola ride and select activities
were complimentary.
EVENT COMPONENTS
Vail New Year’s Eve 2012
•December 31, 2011 – 8 p.m. – 1:30 a.m.
•Dobson Arena
•At Vail New Year’s Eve 2012 it was all about the music, dancing
and partying. Guests rang in the New Year with DJ Logic and
Golden b mixing top 40, dance, house, hip hop and the best of the
rest! Special guest John Popper, lead singer of Blue’s Traveler,
delighted guests. Midnight brought a Korbel Champagne toast,
balloon drop and confetti blizzard. Tickets were available starting at
just $50 at www.vailnye.com, through the Vail Marketplace Box
Office in person or by calling 970-845-8497 and at Last Course
Dessert Bar & Pastries in the Riverwalk in Edwards.
ADDITIONAL ACTIVITIES
•Candy Cane Patrol handing out candy canes and Holidaze
branded chocolates
–December 19-24, 2011 – 2-5 p.m.
–Golden Peak, Vista Bahn and Lionshead base areas
–10,000 branded chocolates and 12,000 candy canes were
distributed
•Dickens Carolers roaming through town near the Vista Bahn,
Eagle Bahn gondola and Golden Peak
–December 19-23, 2011 – 7-9:30 p.m.
–December 24 & 25, 2011 – 9-10 a.m.
–Roaming through Vail Village and Lionshead
•Menorah Lighting -The B’nai Vail Jewish Congregation lit the
Menorah for each night of the Hanukkah holiday at this time.
–December 20, 2011 – 5 p.m.
–Slifer Plaza in Vail Village
•Kids After Dark Party
–December 24, 2011 – 6-8 p.m.
–Base of the Eagle Bahn gondola in Lionshead
–Kids enjoyed an evening of activities and games. The night
included music, games and tons of fun.
–
ADVERTISING – PRINT
MARKETING
A full advertising, marketing and public relations campaign was
executed surrounding Vail Family Holidaze in local, regional and
national media. Placements are made with print, broadcast and digital
outlets.
•Media impressions totaled more than 86,985,873+
–Print impressions: 915,000+
–Television impressions: 611,012+
–Internet impressions: 38,397,707 +
–Email Blasts: 325,000+
–Editorial Placements: 46,737,154+
–Estimated media value of the marketing campaign totaled
more than $300,000
MARKETING – PRINT &
DIGITAL
2011 Placements
•Print Local/Mountain Regions:
–More than 50 ads of various sizes, including full page, and 4
half-page wraps placed in the Vail Daily (Circulation: 15,500)
–More than 20 ads of various sizes, including full page, placed
in the Daily Weekly, in Vail (Circulation: 7,000)
•Display in Front Range, Colorado
–Digital Display at the Denver Center for Performing Arts
(Impressions: 412,500)
–Display at the Colorado Convention Center
(Impressions: 200,000)
MARKETING – DIGITAL
CONT.
2011 Digital Exposure
–Event information was included in email blasts from numerous
organizations, including several email blasts from Vail
Mountain, Town of Vail and Highline Sports & Entertainment
and more totaling more than 325,000
–Vail Snow Daze had an event page at vail.com/holidaze, which
included event schedules, sponsor logos and links, event
videos and more
–Online static ads for Vail Snow Daze were placed through a
service that targets consumers through geo-targeting and
online behavior, which generated an estimated 37,785,207+
impressions.
MARKETING –
COLLATERAL PIECES
MARKETING –
COLLATERAL PIECES
MARKETING - DISPLAY
Vail Family Holidaze Poster
MARKETING - DISPLAY
2’x3’ schedule signage , with logo inclusion,
existed for the event as a whole as well as
on display daily for each event.
PUBLIC RELATIONS
OVERVIEW
A comprehensive public relations campaign surrounding Vail Family
Holidaze was conducted, reaching out to local, regional and national
media outlets to enhance coverage of the event in the news media.
Press Releases – Eight press releases on subjects ranging from the
initial announcement of the event to the day-to-day lineup of events for
Holidaze were distributed to national, local and regional media.
Editorial Placements - The comprehensive public relations campaign
for Vail Family Holidaze resulted in approximately 50 editorial
placements in local, regional and national print, online and broadcast
news media, which generated an estimated more than 46,737,154
impressions.
GREEN INITIATIVES
•Worked with town environmental officials to develop green practices
and 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
•Served beverages in recyclable or compostable cups
•No vehicles were left idle while loading in and out
•The food partner, Marketplace on Meadow Drive, is very green
friendly
•Moved to majority use of linens in lieu of plastic disposable
tablecloths
THANK YOU!