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HomeMy WebLinkAbout3. 2017RoundTwoSpringBackPresentationCSE 04-05-20172017 SPRING BACK TO VAIL Friday, April 14 •Partner Expo Village at Mountain Plaza Saturday, April 15 •Partner Expo Village at Mountain Plaza •Tikis and Tunes Luau and Bud Light Bags Tournament Preliminary Qualifiers •Signature Concert at Ford Park Sunday, April 16 •Partner Expo Village at Golden Peak •Bud Light Bags Tournament Finals •World Pond-Skimming Championships at Golden Peak All week •RRR Rewards at participating Vail and Lionshead businesses SCHEDULE The 123GO! Project started in 2011 during the Sundance Film Festival where Stefan Lessard from Dave Matthews Band and Mike McCready from Pearl Jam were working together on the sound track for the film Horrible Bosses. Stefan and Mike called their friend Brett Scallions, lead singer from FUEL, who quickly joined them and brought in heavy hitting drummer Kenneth Schalk to round out the band. Toronto-bred, Los Angeles-based quartet MAGIC! is Nasri Atweh (lead vocals), Mark Pelli (guitar), Ben Spivak (bass), and Alex Tanas (drums). In 2014, MAGIC! scored the song of the summer with their debut single “Rude” - a buoyant reggae-pop tune that held the No. 1 spot on the Billboard Hot 100 for six weeks, charted in 41 countries, and sold more than 7 million singles, while its video now has over 1.2 billion VEVO views. This week MAGIC! has just released 2017’s song of the summer, Girl At Coachella with Matoma ft. D.R.A.M. and cannot wait to perform the new song for fans all over the world. TALENT A full advertising, marketing and PR campaign is being executed in the national, Front Range and local media to promote Spring Back. •National: o Display (Vail and Mountain News): March 15 – April 16 o PR: March 14 and April 3 o CRM (Vail Mountain and Highline) o Vail FB targeted ad campaign: TX, UT, Front Range, Local •Front Range: o Pre-roll: March 28 - April 16 o Westword (Print and Social): March 30 o Street Team poster/postcard/rack card distribution o Radio Contest promoting BL giveaway •Local: o Vail Daily: April 7-16 o Vail Weekly: April 7 & 14 o TV8: March 20 - April 16 o KZYR: April 4-16 o In-resort: Cats/OMD & ticket screens/posters & rack cards o Social: FB/Twitter/Instagram posts MARKETING CREATIVE •Collaboration between Vail Mountain, Town of Vail, CSE and Strategic Alliance to bring a world- class Saturday night concert to the 2017 Spring Back to Vail schedule •National act dictates a larger footprint than Solaris could accommodate •Opportunity for partner activation enhanced •Ability to sell Private Reserve tickets •Improved VIP section •Conflict with Volvo activation VENUE