HomeMy WebLinkAboutAttachment G - 2013 Vail's 50th Anniversary - RecapEvent 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
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Office: 970.476.6797 x 708
Mobile: 970.390.4158
pwolfe@gohighline.com
Vail Brand Compatibility
“Premier International Mountain Resort Community”
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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
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• 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
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• 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
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• 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
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• 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
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• 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
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• 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
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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
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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
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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
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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
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• 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
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• 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
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• 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
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• 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
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Branded
Premiums
including
Vail
50th
beanies,
miPens,
das
Boots,
pins,
hats
and
more
Topline Marketing Efforts
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Topline Marketing Efforts
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Print
AdverQsing
and
Signage
Examples
Topline Marketing Efforts
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Official
website
with
photos,
logos,
lodging
page
and
more;
and
addiQonal
logo
inclusion
on
event
specific
web
pages
Community Contribution
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• 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
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• 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
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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
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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
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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
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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
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• Link to photos from Vail’s 50th Anniversary 2012-2013 photos,
media and more sent via email.
Additional documents attached to presentation: