HomeMy WebLinkAboutSnowDaze_2011_Recap_TOV2011 Event Recap
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EXECUTIVE SUMMARY
Vail Snow Daze, the largest early-season mountain bash in North
America, returned for its fifth year Dec. 5-11, 2011. Snow Daze
celebrated the start of the snowriding season in Vail with a jam-packed
schedule of parties, giveaways, on-mountain events and four headliner
concerts.
Performing artists for Snow Daze 2011 included Guster, Jakob Dylan
and Band, Yukon Kornelius, The Polish Ambassador, The White Buffalo,
Lit, Zack Heckendorf and DJ:Mo Rockin.
2011 saw the return of no-cost admission for all events and concerts
surrounding Vail Snow Daze, marking the continuation of Vail
Mountain’s commitment to providing free, first-rate entertainment for
guests from all over the world.
Special guests on stage with Yukon Kornelius, 2011.
EVENT SNAPSHOT
•Total attendance: more than 75,000
•Dates: Monday, December 5 – Sunday, December 11, 2011
•Estimated total media impressions: 275,616,728
•Locations:
–Base of the Vista Bahn Express Lift (#16)
–Solaris on Meadow Drive, Vail Village
–Ford Park
–Checkpoint Charlie, Vail Village
–Vail Village Accounts
Yukon Kornelius rocks Snow Daze 2011
EVENT SCHEDULE
EVENT ELEMENTS:
CONCERTS
•Guster with opener The White Buffalo – Free concert at Solaris
in Vail Village
–Alternative rock band Guster is known for putting on a rockin’
live show punctuated with hits and plenty of humor. The
quartet has toured with such luminaries as the Dave Matthews
Band, Bob Dylan and the Barenaked Ladies and their show
included songs from their newest album, “Easy Wonderful.”
Lots of huge Guster fans came out to
kick off the concerts for Vail Snow
Daze.
Guests at the Guster concert rockin’ their
Yukon Kornelius Pub Crawl swag.
EVENT ELEMENTS:
CONCERTS
•Jakob Dylan and Band with opener Zach Heckendorf – Free
concert at Solaris in Vail Village
–Coming off the successful release of his sophomore album,
“Women + Country,” the Grammy-winning artist is known as
soulful and sublime with a distinct voice and an unparalleled
songwriting style. Jakob Dylan was joined in Vail by Russ
Pollard, Jason Soda and Eli Thomason from the Los Angeles-
based Everest.
Jakob Dylan and Band played a
phenomenal show and celebrated his
birthday with Vail
A large crowd enjoys Vail Village and
the free concert on Friday.
EVENT ELEMENTS:
CONCERTS
•Yukon Kornelius with opener Lit, presented by Bud Light –
Free concert in Ford Park
–A star-studded rock super group made up of Dave Matthews
Band bassist Stefan Lessard, Barenaked Ladies
guitarist/vocalist Ed Robertson, Guster guitarist/vocalist Adam
Gardner, Spymob drummer Eric Fawcett and twisted Sister
vocalist Dee Snyder, Yukon Kornelius’ shows are known for
being extremely rare, enormously energetic and JAM PACKED
with special guest appearances. This year, special guests
included Pearl Jam guitarist, Mike McCready, O.A.R.
guitarist/vocalist Marc Roberge and O.A.R. saxaphonist Jerry
DePizzo, Dave Matthews Band trumpet player Rashawn Ross,
Dave Matthews Band violinist Boyd Tinsley, Vail’s own Lindsey
Vonn and more.
Left: Guests enjoying the Yukon Kornelius concert.
Above: Yukon Kornelius presented by Bud Light
brought a huge crowd and was full of surprises.
EVENT ELEMENTS:
CONCERTS
•The Polish Ambassador with opener DJ Mo:Rockin –
Free concert at Checkpoint Charlie in Vail Village
–The Polish Ambassador is known for shows that feature his
own blend of upbeat electronic dance music and layered
melodies. The Ambassador blends elements of funk, glitch,
hip-hop, 80’s music, jungle and dub into a sound that will
induced a healthy amount of dancing and getting down.
Above: Guests enjoying the Polish Ambassador
to close out Vail Snow Daze 2011.
Right: The Polish Ambassador doing what he
does – entertaining the crowd and keeping them
dancing.
The Vail Snow Daze Kick-Off Party
Après…Skiing Magazine Style at the Tap Room, Vail Village
Monday, December 5
•The magazine’s editors were behind the bar serving up Skiing Mag
inspired signature cocktails, including drinks like the Luby-ito.
•Attendees were invited to enter to win a VIP package from Skiing
that included a day of skiing with the editors and VIP passes to the
Yukon Kornelius concert on Saturday, Dec. 10.
•Additional prizes included Snow Daze swag and promo items from
Skiing Magazine. Fun was had by all and the event gained strong
exposure through Skiing Magazine’s social media channels.
EVENT ELEMENTS: APRES
AND AFTER DARK PARTIES
Yukon Kornelius Pub Crawl presented by Bud Light - The Club |
Vendetta’s | The George, Vail Village - Thursday, December 8
–The Yukon Kornelius Pub Crawl presented by Bud Light was
designed to not only offer fun giveaways to Vail guests but
create exposure for the weekend of concerts.
–The Yukon Kornelius themed gear (reindeer antlers, bells and
red noses) were well received and seen all over town.
–Pub crawlers that made it to all three locations and showed up
to the concert while wearing all of their pub crawl gear with
their flyer in hand received a free beer from Bud Light.
–All redeemed Yukon Kornelius Pub Crawl beer vouchers were
then entered into a drawing for a pair of Liberty skis at the
Guster concert at Solaris. It was a huge hit creating additional
visibility for Bud Light and Vail Snow Daze.
Left: Pub Crawlers enjoying a beer, swag and winning the skis from
Bud Light.
Above: Pub crawlers showing off their gear and promo cards.
EVENT ELEMENTS: APRES
AND AFTER DARK PARTIES
EVENT ELEMENTS: APRES
AND AFTER DARK PARTIES
Bud Light promo girls, ski giveaways and Bud Light specials were
enjoyed by many people at various accounts throughout Vail Snow
Daze. In addition, Snow Daze promo staff were out in full force with fun
swag to complement the promotions. Bud Light ramped up the bar party
schedule to create a buzz early on in the week to help promote the
weekend of concerts. Here is the full schedule of the parties in addition
to the Yukon Kornelius Pub Crawl:
•Bud Light After Dark Party at The Sandbar, West Vail, Tuesday,
Dec. 6
•Bud Light Party at The Red Lion, Vail Village, Wednesday, Dec. 7
•Bud Light Après Party at The Red Lion, Vail Village and Bob’s
Place, Avon Friday, December 9
•Bud Light Post Party at Samana, Vail Village, Friday, Dec. 9
•Bud Light Après Party at The George, Vail Village, Saturday, Dec.
10
•Post Concert Bud Light Post Party at The Club | Vendetta’s |
Whiskey Jack’s, Vail Village, Saturday, Dec. 10
EVENT ELEMENTS:
DEMO DAZE AND REVERB
ECO VILLAGE
Friday – Sunday, Base of the Vista Bahn
•Guests experienced brand expos and received organization
information and product samples in this area from the likes of
Sprint, Helly Hansen, Maui Jim, Rockstar, Muscle Milk, Rustic Crust
and more. Demos from Nordica and Ramp Sports were also be
available. There were more than 20 expo tents and typically brands
sampled more than 1,500 samples per day, this was a strong way
to reach skier traffic, enhance the guest experience and extend the
promotion of Vail Snow Daze in general.
Above: A busy Vista Bahn and Demo Daze and
Reverb Eco Village with more than 20 sponsor
tents.
Right: O.N.E. Coconut Water sampling.
EVENT ELEMENTS: THE
CADILLAC EXPERIENCE
Friday, December 9 – Sunday, December 11, at Solaris Plaza
•Vail guests had the opportunity to check out the latest and greatest
in Cadillac vehicles, speak with product specialists, receive swag
and were surprised and delighted with prizes surrounding Vail Snow
Daze.
•Cadillac was also present outside of the expo space with vehicle
placement within other Vail Snow Daze venues:
–Near the Gondola in Lionshead
–International Bridge for the Solaris concerts
–Entrance to Ford Park concert area, within the VIP space
–Gore Creek Drive at the Checkpoint Charlie Concert
The Cadillac Experience in Solaris Plaza
ADVERTSING, MARKETING
AND PUBLIC RELATIONS
A full advertising, marketing and public relations campaign was
executed surrounding Vail Snow Daze in local, regional and national
media. Placements are made with print, broadcast and digital outlets.
•Media impressions totaled more than 275,616,728+
•Print impressions: 2,338,846+
–Television impressions: 852,154+
–Internet impressions: 272,082,226+
–Email Blasts: 343,502+
–Estimated media value of the marketing campaign totaled
more than $400,000
Ed Robertson at the
Yukon Kornelius
concert Dec. 10, 2011
ADVERTISING: PRINT
2011 Print Placements
•National
–1 full page ads in Skiing Magazine (Circulation: 400,000)
•Regional (Front Range Colorado)
–2 ads, Fri. Dec. 2 and Sun. Dec. 4 in the Denver Post
(Circulation: 227,479 and 338,237)
–1 ½ page ad, Fri. Dec. 2 in the Colorado Daily (Circulation:
11,515)
•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)
Vail Snow Daze was all over the Vail Daily and
the Daily Weekly. Shown here is the half page
wrap which featured Vail Snow Daze daily ads
multiple times throughout the event.
PRINT EXAMPLES
•Skiing Magazine full page ad, Denver Post and Colorado Daily ad
examples
PRINT EXAMPLES
Vail Daily and Daily Weekly full page ad examples
ADVERTISING: BROADCAST
2011 Television Placements
•Front Range Colorado/mountain range ads were placed through
Cable TV Denver Interconnect
–:30 second spots aired during primetime and sporting events
–Networks: ESPN, ESPN2, MTN TV, ALT, AMC, BRAVO, CNB
–Examples: placements during NCAA Football, SEC,
Thanksgiving weekend on Sat. 11/26 & SEC Championships
on Sat. 12/3
–The television campaign generated 852,154 impressions
amongst viewers 25-49
2011 Radio Placements
•KBCO 97.3FM - (6) :60 spots
•KYGO 98.5FM - (6) :60 spots
•KZYR 97.7FM The Zephyr - (130) :30 spots
–An additional promotion called the “Snow Daze Maze” was
also run with KZYR and the Vail Daily, inviting listeners to find
their way through the maze, which they found in the paper, by
listening to KZYR to win a VIP package for the event
•KBTB 104.7FM The Valley - (130) :30 spots
•See slide 24 for additional radio and KBCO promotions with
extensive reach
ADVERTISING/MARKETING:
DIGITAL
•Event information was included in email blasts from numerous
organizations, including Vail Mountain, Sonnenalp Resort of Vail,
Town of Vail and Highline Sports & Entertainment
•Vail Snow Daze had an event page at vail.com/snowdaze, 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.
Social media played a large role in spreading the word about the
event, as many of the artists and sponsors involved in the event are
very active on a number of social networks.
•Facebook
–Both Vail Mountain and Highline Sports & Entertainment
posted relevant event news, promotional videos and
content relating to the event
–Many organizations did prize package giveaways for Vail
Snow Daze through their Facebook pages (more info to
follow)
•Twitter
–Information and content about Snow Daze was distributed
by both Vail Mountain and Highline Sports & Entertainment
–More than 700 tweets about Vail Snow Daze were sent
over the course of the event by artists, sponsors and
attendees, generating millions of impressions
•YouTube
–Many videos of the Yukon Kornelius concert were captured
by attendees and put up on YouTube in the following
weeks
SOCIAL MEDIA
PUBLIC RELATIONS
A comprehensive public relations campaign surrounding Vail Snow
Daze was conducted, reaching out to local, regional and national
media outlets to enhance coverage of the event in the news media.
Press Releases – Ten press releases on subjects ranging from the
initial announcement of the concert lineup to the day-to-day lineup of
events for Snow Daze were distributed to national, local and regional
media.
Editorial Placements - The comprehensive public relations campaign
for Vail Snow Daze resulted in more than 220 editorial placements in
local, regional and national print, online and broadcast news media,
which generated an estimated more than 234,882,634 impressions.
Vail Snow Daze was all over the Vail Daily and
the Daily Weekly in Vail leading up to and
during the event.
PUBLIC RELATIONS
Major Hits – The public relations campaign resulted in a number of
major placements for the event, including a major Associated Press hit
that went to hundreds of outlets including:
–Huffington Post
–CBS News Entertainment
–Yahoo!
Examiner.com placement from Dec. 4, 2011.
Huffington Post placement from Dec. 7, 2011.
See the attached PR results spreadsheet for further
detail on placements and impressions.
ADDITIONAL MARKETING:
GIVEAWAYS, SURPRISES
AND MORE
A number of other promotions, surprise appearances and other
giveaways were put together to help promote Vail Snow Daze.*
•Bud Light partnered with the Denver Broncos, Front Range radio
stations Alice 105.9 and 107.9 The Bear and non-profit Reverb to
promote Vail Snow Daze both on-air and thru each organization’s
Facebook page.
–Broncos and Bud Light
–Reverb
–Alice 105.9 Giveaway
–107.9 The Bear Giveaway
•KBCO/Yukon Kornelius promotion – Band and event management
worked with KBCO to put together a 5-day promotional package
leading up to Snow Daze that included on-air interviews with band
members and prize package giveaways.
*These promotions and impressions are in addition to the overall media impressions surrounding Vail Snow
Daze.
ADDITIONAL MARKETING:
GIVEAWAYS, SURPRISES
AND MORE
•Barenaked Ladies gave away a trip to Vail Snow Daze through their
site, barenakedladies.com. View the contest here.
•Event news was posted to davematthewsband.com, including a
widget on the home page.
ADDITIONAL MARKETING:
GIVEAWAYS, SURPRISES
AND MORE
•Ed Robertson, lead singer of Barenaked Ladies and member of
Yukon Kornelius, did a surprise performance at the Red Lion in Vail
Village on Thursday, Dec. 8 to help build buzz throughout town for
the Yukon Kornelius concert.
Right: Ed Robertson takes the stage
for a short, surprise set at The Red
Lion from Bud Light.
Below: Guests enjoy the surprise and
share with friends.
EVENT COLLATERAL
Samples include credentials with
sponsor logo inclusion
EVENT MERCHANDISE
Sponsor bag inclusions, Snow Daze
tote bag, Snow Daze t-shirts, Vail
Snow Daze koozies, credentials,
sponsor swag and more
EVENT SIGNAGE
•Event specific signage was created and displayed throughout town
and on-mountain prior to and during Vail Snow Daze
Town of Vail Banner at the entrance to Lionshead and on
Bridge Street, in-town signage, posters and more
EVENT SIGNAGE
•Presenting level sponsors received logo inclusion on event specific
banners, on the stage scrim and through individual banner
placement throughout the venues.
Logo inclusion on 3’x8’ to event specific signage, stage
scrim and sponsor banner placement.
LODGING AND
TRANSPORTATION
As included on the homepage of vail.com/snowdaze with links direct
to the corresponding engines:
•Winter doesn't start until we say it does. Kick – off the ski season
with an action-packed week at Vail Snow Daze – the biggest
early season party in North America.
•Vail Snow Daze 2011 is just around the corner and rooms are
selling out quickly - so don't wait, check out great Snow Daze
lodging specials from $120 a night (based on double occupancy)
•Coming from Denver? Colorado Mountain Express special Snow
Daze Shuttles will take you from Downtown Denver to Vail for just
$39
•Additionally, digital ads were placed directing traffic to
vail.com/snowdaze, impressions totaling 5,082,743
PHILANTHROPIC
COMPONENTS
•Gifts That Give Back - Roxy in Vail Village hosted the fourth
annual Gifts that Give Back event in-store on Saturday, Dec. 10
from 12-6 p.m. The event highlighted vendors that give a portion of
their proceeds back to various charities worldwide. Roxy also
donated 10% of the day’s total sales storewide to the Vail Breast
Cancer Awareness Group. Highline Sports & Entertainment is
proud to support the Vail Breast Cancer Awareness Group by
helping to promote the annual Gifts That Give Back Event.
•Macanudo Raises funds for the Vail Firefighters Association –
Macanudo Cigars, a sponsor of Vail Snow Daze, raised awareness
and more than $1,600 in funding for the Vail Firefighters Association
while sampling at the Jakob Dylan and Yukon Kornelius concerts.
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
•Had recycling station setup at the Ford Park concert and had
recycling signage printed on recycled signs
•Served beverages in recyclable or compostable cups
•No vehicles were left idle while loading in and out
•Moved to majority use of linens in lieu of plastic disposable
tablecloths
•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 Saturday and Sunday of the event.
THANK YOU
Thank you for being a key partner in the success of Vail Snow Daze ‘11