HomeMy WebLinkAbout3. CSEFebruary3VailPresentation_Brooke SkjonsbyVAIL’S FY16 EVENT STRATEGY
Vail Mountain Event Strategy:
• Drive destination visitation
• Fill in off-peak (and mid-week, when possible) time periods
• Provide free high-quality events that enhance the guests’ experience while they are
in Vail
• Showcase the Vail Mountain and Town of Vail brands
• Town and mountain synchronicity
• Events that target different age groups and demographics at appropriate times of
year
• Wide event spectrum (culinary, film, women, music, etc.)
VAIL’S FY16 EVENT STRATEGY
• Event description: Vail Snow Daze is the largest early-season bash in North America
celebrating the beginning of the winter season. One of Vail’s key brand pillars
continues to be offering free signature events like Snow Daze, which also provides the
opportunity for partners to activate and provide exposure for their brand.
• Timing: Kick-off to the season celebration traditionally held during the second
week/end in December, which fills the early season off-peak period. This year, the
event took place December 11-13, 2015.
• Estimated annual attendance: 38K
• Activations: Free live concerts this year from Bonfire Dub, Big Head Todd and the
Monsters, Nicki Bluhm and the Grambers and JJ Grey and Mofro; expo village; and
aprés parties.
VAIL’S FY16 EVENT STRATEGY
• Event description: Inspired by the Norse goddess of winter, Vail Mountain hosted
‘Skadi Vail,’ an inaugural Women’s Ski Festival this January. Female skiers were treated
to customized on-mountain guided experiences with female instructors, signature VIP
events, and female-specific ski equipment demos. United by a passion for skiing and
the outdoors, SKADI Fest is an event designed by women for women and is offered
for any level of skier.
• Timing: January 20-22, 2016 (Off-Peak 2)
• Estimated attendance: 100
• Activations: Film premiere, culinary presentation and wine tasting education, raffles
benefitting the Lindsey Vonn Foundation, demos, guided on-mountain tours and
coffee hours.
VAIL’S FY16 EVENT STRATEGY
• Event description: Vail gets hit with a spicy taste of New-Orleans-style fun when
CarniVail returns to Vail, February 6th - 9th, 2016. Guests will enjoy Mardi Gras
merriment and all the Cajun fixin’s from a legendary crawfish boil to the Fat Tuesday
Parade and Street Festival. CarniVail is certain to be the ultimate Mardi Gras
celebration at 8,150’. With a full lineup of activities, CarniVail is one celebration not to
be missed.
• Timing: February 6 – 9, 2016 (Off-Peak 2)
• Activations: On-mountain crawfish boil at Eagle’s Nest, Mardi Gras at Mid-Vail, non-
stop Cajun Après and After-Dark parties, Vail Fat Tuesday Parade and Bud Light Street
Festival, free live music by MarchFourth Marching Band, and fun contests, prizes and
giveaways.
VAIL’S FY16 EVENT STRATEGY
• Event description: The 34th Burton US Open Snowboarding Championships are
returning to Vail Mountain, Feb. 29 – March 5, 2016. Over 100 of the world’s best
will be competing at Golden Peak for the title in Halfpipe and Slopestyle. The
Burton US Open, which first took place in 1982, is the longest-running
snowboarding competition in the world and draws the best riders to compete for a
coveted US Open title.
• Timing: February 29 - March 5, 2016 (Off-Peak 3)
• Activations: Slopestyle and Halfpipe competitions, Broomball Tournament, Junior
Jam, expo village, free live concerts and Chill Party/Fundraiser.
VAIL’S FY16 EVENT STRATEGY
•Event description: Spring Back to Vail is the biggest end-of-season bash in the Rocky
Mountains celebrating the close of the winter season. Again, one of Vail’s key brand
pillars continues to be offering free signature events like Spring Back, which also provides
the opportunity for partners to activate and provide exposure for their brand.
• Timing: End of season celebration traditionally held over closing weekend in April,
which fills the late season off-peak period. This year, the event will take place on April 10,
2016.
• 2015 Estimated annual attendance: 30K
• Activations: Free live music, expo village, aprés parties and the World Pond-Skimming
Championships.
VAIL’S FY16 EVENT STRATEGY
VAIL’S FY16 EVENT STRATEGY
• Other Vail Supported Events
• Taste of Vail
• GoPro Mountain Games
• Pink Vail
• Kids Adventure Games
• Vail Holidaze
• Vail/Beaver Creek Restaurant Week