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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!