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Home My WebLink About2013 Vail's 50th AnniversaryEvent Recap: Vail’s 50th Anniversary Commission on Special Events December 4, 2013 Photo by Jack Affleck Presented by 2012 and 2013 Event Marketer Magazine's "Top 100 Event Agency" Vail's 50th Anniversary Celebration, July 4 – 6, 2013 HIGHLINE, JAMES DEIGHAN AND PEGGY WOLFE Office: 970.476.6797 x 702 Mobile: 970.331.5312 jamesd@gohighline.com 2 Town of Vail | CSE | 8/7/13 Office: 970.476.6797 x 708 Mobile: 970.390.4158 pwolfe@gohighline.com Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 8/7/13 Standard of excellence met by: • Vail’s 50th Anniversary production met Vail’s standard of excellence both with the high quality of the overall production, organization and strong visual aesthetics of the event venues. The thorough process followed by Highline to achieve a fluid Vail 50th representation from event to event was critical. Vail 50th Anniversary created classy spaces and places for the Vail pioneers, Vail Resorts and Town of Vail executives to reflect and celebrate the longstanding traditions of Vail created over the past 50 years. The 50th also amplified the excitement surrounding the world-class qualities, longstanding achievements and key attributes offered by Vail for the Vail guest to participate in and enjoy. Event Strengths & Weaknesses 4 Town of Vail | CSE | 8/7/13 • Exceeded expectations: • From the Vail 50th Anniversary Celebration at Vail Snow Daze 2012, to Spring Back to Vail and the Vail America Days Parade, Signage Displays, Committee Meetings, Vail Daily Content coordination and everything in between, the Vail 50th Celebration was one herculean effort that paid off and exceeded expectations for all constituents. Pioneer stories, Vail dignitary involvement and strong community support produced an amazing year of community celebration for Vail’s one and only 50th Anniversary. Event Strengths & Weaknesses 5 Town of Vail | CSE | 8/7/13 • Measures that could be taken for event improvement: • The ticketed concerts as part of Vail Snow Daze 2012 were a big part of the marketing platform to increase band awareness and ramp up the A-list headliner acts as part of Vail’s 50th Celebration but the Vail signature events later saw the return of great acts but include the offering of complimentary concerts Event Budget 6 Town of Vail | CSE | 8/7/13 • Special Events $212,353 • Consumer Activations 9,240 • Branding 44,341 • On-going Movie 8,794 • 50 Random Acts of Kindness 6,972 • Miscellaneous 2,656 • Executive Producer/Agency Fees 48,690 TOTAL BUDGET $333,046 Topline Marketing Efforts 7 Town of Vail | CSE | 8/7/13 • Vail 50 th Anniversary Components and Brand Integration • Vail Village Info Center, Lionshead Info Center Displays • Colorado Ski Museum, Vail’s 50th Anniversary Walking Tours • US Ski Team Announcement at Arrabelle Square • Opening Day/Gondola Dedication Ceremony • Vail 50 th Anniversary logo light install Pepi’s Face, Vail Village and Bwana Face, Lionshead • Vail’s 50th Gondola Display at Mountain Plaza • Women of Vail Book Signing • Vail Snow Daze with enhanced A-list headliner acts with Wilco, Michael Franti & Spearhead, and The Shins Topline Marketing Efforts 8 Town of Vail | CSE | 8/7/13 • Vail 50 th Movie Premiere (all season) • Public Celebration/Birthday Party and Fireworks Show • Founders Dinner with custom invites, thoughtful décor and a magical, engaging evening • Tree Lighting Ceremony and weeklong of Vail Family Holidaze including Winter Solstice on Ice, enhanced Family Passport Zone and family concerts • Logan Ice Theatre at the Triumph Winterfest • Vail’s 50th Speaker Series • Spring Back to Vail with another huge line-up, 50 Random Acts of Kinds and Epic giveaways from Vail • Vail America Days with three days of entertainment, a huge parade, and 50th integration Topline Marketing Efforts 9 Town of Vail | CSE | 8/7/13 • Vail's 50th Anniversary Celebration was promoted through both traditional and non-traditional media with heavy concentration on the with long lead publications, widespread PR efforts, and advertising in the Front Range, as well as the mountain region • Vail 50 th Anniversary logo inclusion as part of Vail Snow Daze, Spring Back to Vail and Vail America Days as well as a variety of invitations, Vail 50th specific ads through Vail Mountain, special Vail Daily inserts and more • The total value of media, public relations and event related impressions for a top-tier presenting sponsor and Vail 50th integration (such as the Town of Vail and Vail 50th Anniversary inclusion) and based on the projected PR and marketing for this event for these signature events alone reached well over $1M • Print ads – Vail's 50th Anniversary Celebration was promoted locally in the Vail Daily, Daily weekly reaching more than 750,000 throughout these signature events alone Topline Marketing Efforts 10 Town of Vail | CSE | 8/7/13 Topline Attendance and Reach information. This is just a snapshot of the reach realizing the efforts were fluidly included in a wide variety of messaging throughout the year throughout a variety of ancillary events as well. • Vail Snow Daze - was a strong platform, both through media as well as through added energy in town to also highlight and celebrate Vail’s 50th Birthday celebration and creating a memorable week for sponsors as well as honored pioneers and Vail guests. • Major coverage generated millions of impressions and well over $400,000.00 in value. • The event reached at least 55,000 visitors Topline Marketing Efforts 11 Town of Vail | CSE | 8/7/13 Topline Attendance and Reach information. This is just a snapshot of the reach realizing the efforts were fluidly included in a wide variety of messaging throughout the year. • Spring Back to Vail - Vail wrapped up the the 50th winter season in style with the biggest Spring Back to Vail ever. From awesome live concerts with Spring Back to Vail was a week in Vail not to be missed. Additional event elements included the Sponsor Expo Village, apres and after dark parties and the World Pond Skimming Championships. • Marketing and PR campaigns were very successful – major coverage generated around 7,147,221 impressions and well over $400,000.00 in value. This event saw 40,000+ visitors Topline Marketing Efforts 12 Town of Vail | CSE | 8/7/13 Topline Attendance and Reach information. This is just a snapshot of the reach realizing the efforts were fluidly included in a wide variety of messaging throughout the year. • Vail America Days – Vibrancy, classiness and community with the primary factors. Vail America Days 2013 was a celebration of Vail’s 50th. With the theme woven throughout the parade with Course Marshalls, float themes, branding, and more. The weekend long festival concluded Vail’s 50th Celebration in style. The flow was perfect and a newfound professional approach helped immensely. • The total value of media, public relations and event related impressions for a top-tier presenting sponsor (such as the Town of Vail) and based on the projected PR and marketing for this event: $350,000 with 55,000 estimated guests Topline Marketing Efforts 13 Town of Vail | CSE | 8/7/13 Marketing and PR Objectives • To raise awareness of Vail’s past, present and future with consumers via traditional and social media efforts as well as marketing; • To build brand loyalty and drive continued momentum for Vail Mountain and Vail Resorts. • Media Outreach • 50th messaging through in-market media visits in key markets including New York, Miami, Los Angeles and potentially Washington, D.C. (to coincide with new flight). Support international in-market visits for Mexico and when possible Australia, the UK and Canada. Topline Marketing Efforts 14 Town of Vail | CSE | 8/7/13 • Include mention of 50th anniversary season in press release communications • Initial details on Dec. 14 and 15 events • Gondola dedication and First Tracks with the U.S. Ski Team (November) • Opening day and subsequent terrain openings (November and ongoing) • The 10th nighttime operations • 50th anniversary event announcements (Ongoing) • Include mention of 50th anniversary season activities of the month as well as ongoing offers or activities (i.e., weekly film screening, mention in Vail Signature events throughout the season all the way through Vail America Days) Topline Marketing Efforts 15 Town of Vail | CSE | 8/7/13 • The Event created a variety of opportunities for media hosting and pitch inclusions • Pitch and host 25+ media in Vail throughout the season; other lower tier media will follow • Incorporate exclusive film screening as well as other events and ongoing activities relevant to the 50th into media itineraries • Front Range media ski day including film screening • 50th anniversary swag for media, copy of the film, 50 Random Acts of Kindness throughout Spring Back to Vail, Das Boot Gifting throughout December and into Vail America Days Topline Marketing Efforts 16 Town of Vail | CSE | 8/7/13 • Assets and Historic Information utilized to create a wonderful slideshow and Vail Daily content • Historic timeline for Vail Resorts newsroom and Vail.com • Brief bios of important people from Vail’s history on the newsroom; people will be contacted and offered as resources for media throughout the season • Signature historic photos on hand for media requests Topline Marketing Efforts 17 Town of Vail | CSE | 8/7/13 • Multiple news releases were distributed about the events, reaching out to regional and local print, broadcast and online outlets • Postcards, concierge flyers and bi-folds were all distributed Vail Valley wide with key focus on Vail concierges • Radio Placements - KZYR 97.7FM The Zephyr - (130) :30 spots, live interview and True.Local.Deal. Promotion reaching the email database of KZYR • Event information was included in email blasts from numerous organizations, including Town of Vail, Sonnenalp Resort of Vail, Children’s Garden of Learning, Destination Hotels, Simba Run and more • Event information, logos and hyperlinks were all featured online on the official event pages for Vail Snow Daze, Spring Back to Vail and Vail America Days Topline Marketing Efforts 18 Town of Vail | CSE | 8/7/13 Branded Premiums including Vail 50th beanies, miPens, das Boots, pins, hats and more Topline Marketing Efforts 19 Town of Vail | CSE | 8/7/13 Topline Marketing Efforts 20 Town of Vail | CSE | 12/4/13 Print AdverQsing and Signage Examples Topline Marketing Efforts 21 Town of Vail | CSE | 8/7/13 Official website with photos, logos, lodging page and more; and addiQonal logo inclusion on event specific web pages Community Contribution 22 Town of Vail | CSE | 8/7/13 • Impact on Vail’s sense of community: The Vail 50th Anniversary celebration did an excellent job of impacting Vail’s sense of community. A variety of entities worked together to offer classy, and vibrant atmospheres to showcase Vail through a well-rounded event platform, with the Town of Vail and its merchants as the perfect complement. • Vail’s 50th Anniversary celebration integrated a wide variety of activations throughout the year. Along with the strong goal to produce and event with clean look and feel, integrated branding and signage, with custom celebrations and community engagement with Vail leaders and more, this event took a huge team effort. The committee was tasked heavily to think of a variety of those being honored, integrate the public and ultimately incorporate a wide variety of insights to create an extremely memorable year-long celebration. Sustainability Efforts Green Measures 23 Town of Vail | CSE | 8/7/13 • For each of the signature events and Vail 50th Ancillary Events, Green Measures and environmental initiatives were part of the mix. • From the large-scale event production surrounding Vail Snow Daze and Spring Back to Vail to The 50th Anniversary Celebration in December and 50th integration in Vail America Daze, Highline worked with town environmental officials to develop green practices and worked with Vail Honey Wagon to recycle event cardboard, plastic and aluminum. These are consistent initiatives: • Had event staff collecting and sorting trash and recycling, served beverages in take away reusable glasses as well as recyclable cups, no vehicles were left idle while loading in and out, moved to use of ALL linens in lieu of plastic disposable tablecloths Additional Information 24 Town of Vail | CSE | 8/7/13 The season-long celebration of Vail Mountain’s 50th anniversary during the 2012-2013 ski and snowboard season and into the summer of 2013 was a huge success. The early season concerts and fireworks were a big hit and the year continued with the Burton US Open Snowboard Championships and Spring Back to Vail. Guests and locals alike were invited to join in on a celebration of Vail’s extensive history over the past 50 years, and all that the next 50 years will bring! Explore the history of Vail in an interactive timeline! Event Snapshot: Vail 50th Anniversary Celebration Events (2012-2013) Additional Information 25 Town of Vail | CSE | 8/7/13 EVENT DETAILS: Vail 50th Anniversary Celebration Events (2012-2013) • Vail’s 50 th Anniversary Celebration as part of Vail Snow Daze Friday night: • 5:30, 7:30 and 9:30 p.m. 50th Anniversary Movie Premiere, Vail Marriott Resort & Spa, Complimentary tickets required 6:30 p.m. Michael Franti & Spearhead with Nick Cowan & The Remedy, Ford Park Tickets required • Continued on Saturday night: • 5:30 p.m. Vail’s 50th Birthday Celebration, Mountain Plaza • 6 p.m. Wilco with Nathaniel Rateliff, Ford Park Tickets • Vail's 50th Anniversary Film at Lionshead Welcome Center: December 27, 2012; January 10, 17, 24 & 31, 2013; February 7 & 21, 2013; March 7 & 21, 2013; and April 4 & 11, 2013. Doors were open at 5:00pm, showing is at 5:30pm (65-minute film). Non-alcoholic beverages and snacks were available for purchase. Tickets were available at Lionshead Welcome Center the DAY OF SHOW starting at 9:00am and were offered on a first-come, first-serve basis. Additional Information 26 Town of Vail | CSE | 8/7/13 Vail 50 th Anniversary Celebration Events (2012-2013) • Vail Family Holidaze: December 16-31, 2012. Vail Family Holidaze returns in December for its third season with activities, annual tree-lighting ceremony, ice-skating performances by world-champion ice skaters, kids’ and holiday concerts, the New Year’s Eve Torchlight Ski Down and Fireworks and much more. • Winter Mountain Games Presented by Eddie Bauer: February 8-10, 2013. Professional and amateur athletes converge on the mountains and villages of Vail for a celebration of adventure sports, music, art and the great outdoors. • Burton US OpenSnowboarding Championships: February 25-March 2, 2013. The Burton US Open, which first took place in 1982, is now the longest-running snowboarding competition in the world, attracting the world’s top competitors. After taking place on the east coast for 30 years, the event will now take center stage at Vail Mountain beginning in 2013. Additional Information 27 Town of Vail | CSE | 8/7/13 Vail 50 th Anniversary Celebration Events (2012-2013) continued • Founders of Vail Panel: February 28, 2013. Guests joined pioneers Rod Slifer, Elaine Kelton, and Merv Lapin as they reminisce about Vail's first years. VailSymposium.org. • Ski Heritage Week: April 8-15, 2013. Guests celebrated 50 years of mountain fun and memories during Ski Heritage Week as Vail caps off its 50th birthday season. This special week featured the US Ski & Snowboard Hall of Fame Annual Induction Ceremony, along with the yearly gathering of the International Skiing History Association (ISHA). Information and special packages are available at www.skihall.org/vail. • Spring Back To Vail: April 8-14, 2013. The annual party to close out the ski and snowboard season returned with concerts, parties, pond-skimming and more. • Vail America Days: July 4 – 6, 2013. A July 4th Celebration offering fun for the entire family! Entertainment included the popular parade, fireworks, children’s activities and daily/nightly entertainment. The parade was themed Vail’s 50th and brought our more businesses and themed floats than ever! • See link to images, media and more via email which shows additional branding Additional Information 28 Town of Vail | CSE | 8/7/13 • Link to photos from Vail’s 50th Anniversary 2012-2013 photos, media and more sent via email. Additional documents attached to presentation: