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HomeMy WebLinkAboutOKT_2011_Recap_TOV2011 Event Recap Recap Report prepared for October 2011 © Highline Sports & Entertainment EXECUTIVE SUMMARY Munich made its way to Vail for two full weekends of oom-pah parties at the annual Vail Oktoberfest! Emulating one of the largest celebrations in the world, the streets of Lionshead and Vail Village were filled with beer, bratwursts and live music. German spirit was ever-present during six days filled with Bavarian tunes, yodeling, alpenhorn blowing, traditional fare and other popular activities such as the Klement’s Bratwurst Eating Contests and Beck’s Keg Bowling. Helmet Fricker and The Rhinelanders, The Kids Entertainment and the Annual Oktoberfest Fun Run were also hits for adults and kids alike. EVENT SNAPSHOT •Taking place over two full weekends, in Lionshead September 9-11, and Vail Village, September 16-18 •Total attendance: estimated to be 40,000 •Total media impressions: •Print: more than 186,000 impressions •Internet: more than 324,288 impressions EVENT SCHEUDLE 2011 WEEKEND 1 HIGHLIGHTS Kicking things off Friday afternoon was the Tom Allan Grengs Polka Band, as no Oktoberfest celebration is complete without traditional oom-pah and polka music. The weekend continued with Bavarian dancers, oom-pah music and Saturday night’s entertainment included a concert from rock/funk/electro band The Sessh. This Colo.-based trio was followed by a DJ set from DJ Mo Rockin’ to close out the night. WEEKEND 2 HIGHLIGHTS Vail Oktoberfest returned for weekend two with three more days of the world’s most popular party, done Vail-style. In addition to Bavarian music and dancing, traditional fare, yodeling, alpenhorn blowing and beverages from Beck’s, the weekend’s festivities included live music from Helmut Fricker & the Rhinelanders, a free concert on Saturday night from Brown Chicken Brown Cow String Band and crowd favorites Beck’s Keg Bowling and the Klement’s Bratwurst Eating Contests. OKTOBERFEST PARTICIPATION Featured Sponsors: •Vail Oktoberfest was presented by Beck’s, Town of Vail and Jagermeister and sponsored in part by the Sonnenalp Resort of Vail, Arrowhead Water, Klement’s Sausage Company, Sports Authority, Loki, Ace Hardware, A Sterling Affair, Vail Psychic, Vail Daily and KZYR the Zephyr. Featured Restaurants: •Alpenrose, Barbed Wire Reef, Blu's Restaurant, Centre V, Joe's Deli, Mountain Man Fruit & Nut, Nicky's Quickie, Rimini, Styria Bakery, Swiss Chalet, Tap Room and WW Enterprises. ADDITIONAL EVENT ELEMENTS Beck’s Keg Bowling Contest: •Up to twenty contestants each Saturday and Sunday of Oktoberfest were given the chance to hurl a keg shell on wheels down the lane at a pyramid of keg shells with the intention of bringing down the pile. It’s not as easy at it seems. The champion of the day was awarded with a great package from Beck’s including a Beck’s co- branded Oktoberfest ceramic stein and $50 in Oktoberfest tokens. All contestants received complimentary beers from Beck’s. ADDITIONAL EVENT ELEMENTS Klement’s Bratwurst Eating Contest •The strong-willed and the strong-stomached battled it out to see who could down the most brats in three minutes. The competitor who wolfed down the most brats in the allotted time won a keg-a- que from Klement’s Sausage Company as well as a Beck’s Oktoberfest stein with plenty in Oktoberfest tokens. The contest took place on Saturday and Sunday of both weekends. ADDITIONAL EVENT ELEMENTS Oktoberfest Fun Run: •Benefiting the Children’s Garden of Learning, the event was a huge success, with participants in the 1K, 5K and 10K and an on-site silent auction raising much need funds for the school. MARKETING: PRINT Local/Mountain Regions •Vail Daily (Circulation: 15,500) –Full-color, full-page, half-page and filler ads featuring the two- week festival were placed throughout the publication •Daily Weekly (Circulation: 12,000) –Full-color, full page and half- page the Daily Weekly –Oktoberfest was featured on the cover MARKETING: RADIO Mountain Range Ad Placements •KZYR - The Zephyr: Two separate ads, with sponsor mentions, aired multiple times over a three-week period leading up to and during the event •Additionally, an Oktoberfest Fun Run ad aired multiple times over the same time period •In conjunction with KZYR, Beck’s Oktoberfest steins were sold, at a discount, at participating liquor stores throughout the Vail Valley; promotional support came from KZYR with radio shout-outs, call-ins, commercials and liners •Fifteen Beck’s Oktoberfest packages were used as promotions through True.Local.Deals. MARKETING: DIGITAL •Event information was included in email blasts from numerous organizations, including Town of Vail, Sonnenalp Resort of Vail and Highline Sports & Entertainment •Event information, sponsor logos and hyperlinks were all featured online on the official event page, www.vail- oktoberfest.com •Event information included on the event page at www.vail.com MARKETING: SOCIAL MEDIA Facebook •Information about the event was distributed through the event’s official Facebook page, facebook.com/vailoktoberfest Twitter •Information and content about Vail Oktoberfest was distributed through the event’s official Twitter handle, @VailOktoberfest PUBLIC RELATIONS SNAPSHOT •Several news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets –The estimated number of impressions from PR campaign was more than 500,000 from more than 40 placements LODGING COMMUNITY Official lodging partner of Vail Oktoberfest •Highline Sports partnered with the Sonnenalp Resort of Vail who ran an Oktoberfest package for several weeks leading up to the event •The Sonnenalp Resort of Vail, a resort steeped in rich Bavarian tradition, put together two exclusive lodging packages for guests coming to Vail. •$245 per night included –A stay in a junior suite –2 Official Oktoberfest beer steins and 6 tokens –Discounted parking at $15/day •$475 per night included –A stay in a junior suite –Breakfast for 2 guests –Oktoberfest themed 3-course dinner for 2 in the Swiss Chalet –2 Official Oktoberfest beer steins and 6 tokens –Discounted parking at $15/day •The Oktoberfest package was highlighted on their website, press releases and e-blasts •Sonnenalp had reservations reaching 90% occupancy surrounding this package OKTOBERFEST DISPLAY 11”x17” Poster and Postcard OKTOBERFEST DISPLAY Town of Vail Banner, Schedule Signage and Vail Daily Advertising GREEN EFFORTS •All vendors were specifically asked to use compostable/recyclable service items •Hand sorted portions of the trash and recycling •Vendors were required to use compostable/ recyclable service items •Staff used Going Green as a selling point for purchasing beer steins •Staff carpooled, from Denver and from down valley •Public was encouraged to recycle •98% of all cardboard was recycled THANK YOU! Thank you once again making Vail Oktoberfest a tremendous success! We look forward to seeing you next year.