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HomeMy WebLinkAbout2012 South of the Border Marketing VAIL CHAMBER & BUSINESS ASSOCIATION LIONSHEAD “SOUTH OF THE BORDER FIESTA” SATURDAY, JUNE 09, 2012 MARKETING PLAN MISSION STATEMENT The mission of the Vail Chamber & Business Association is to responsibly and professionally serve in an advocacy, economic development, and communication capacity for the Vail merchant community that will foster strong collaborative relationships and revenue development opportunities for its membership. OBJECTIVE To host an event in the Lionshead Village that will attract Vail valley guests, front-range visitors, second homeowners and locals from surrounding communities. TARGET MARKET Families and children of all ages. STRATEGIES  Front Range-Westword, Denver Post, face book, Data base of 15000  Advertising via local media – Vail Daily, Vail Mountaineer, NRC Broadcasting, KZYR, TV8 and Plum TV  Summit/Eagle County- Summit Daily News, Eagle Valley Enterprise  Banner in Vail Village to attract local traffic  Advance valley-wide distribution of posters and flyers to info centers, hotels and businesses  Advertising signage throughout Vail Village on day of event  Signage in Lionshead to cross-market events  Event flyers and volunteers at all entrances of Vail Village directing traffic  VCBA newsletter, website advertising and calendar of events  Broadcast emails and faxes SPONSORS  Town of Vail and the VCBA  EverVail, Vail Resorts, Mountain Beverage, Coors, Budweiser, Bud Light, Stella Artois, Coca-Cola, Dasani, Volvo, Sinton Dairy, KSKE, Vail Daily, TV8, Rocky Mountain Reprographics, Names and Numbers, Charlie’s T-Shirts, West Vail Liquor Mart  We are in the process of pursuing product and media sponsors PROJECTED DEMOGRAPHICS OF EVENT ATTENDEES AND SPENDING Demographics include families from the Front Range, Dillon, Silverthorne second home owners, guests in town and visitors passing through, families and children from Eagle and Summit counties, Glenwood Springs, and Leadville, Grand Junction. POTENTIAL BENEFITS TO THE TOWN OF VAIL This annual event will continue to bring people to town as a premier summer event. Families, neighboring communities and visitors will spend the day in Vail at the festival and linger to into the shops and restaurants. Our goal would be to increase Vail’s visibility as a summer destination and encourage an overnight stay and/or an additional night. TOWN OF VAIL RETURN ON INVESTMENT An event such as this will help boost activity for the Lionshead Budinesses & Lodging community. The Town of Vail’s return on their investment will be seen in increased food & beverage and retail sales tax revenues. BOARD OF DIRECTORS Lourdes Ferzacca, La Tour, President Ron Weinstein, Roxy, Secretary/Treasurer Craig Cohn, Solaris Real Estate Michael Stoughton, Slope Enterprises Bill Suarez, Billy’s Island Grill Joe Walker, Specialty Sports Venture Paul Wible, FirstBank of Vail Richard tenBraak, Executive Director