HomeMy WebLinkAbout2012 VAIL BBQ Marketing PlanVAIL BBQ
VAIL CHAMBER & BUSINESS ASSOCIATION
FRIDAY, JUNE 29 & SATURDAY, JUNE 30, 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 Vail 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 Daily, 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, Arriesgado, Charlie’s T-Shirts, West
Vail Liquor
We are in the process of pursuing product and media sponsors and there is possible
sponsorship with Weber Grill, Jose Cuervo and several BBQ sauce companies.
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 Vail Village businesses. 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
Steve Rosenthal, Colorado Footwear, Vice President
Ron Weinstein, Roxy, Secretary/Treasurer
Craig Cohn, Solaris Real Estate
Michael Stoughton, Slope Enterprises
Bill Suarez, Billy’s Island Grill
Paul Wible, FirstBank of Vail
Richard tenBraak, Executive Director