HomeMy WebLinkAbout3. Event Liasion Update 03-07-2018 FINALEvent Liaison Update
Upcoming Events
Town of Vail | CSE | 3/7/2018
Pink Vail March 24
Spring Back to Vail March 31, April 15
Taste of Vail April 4-8
Skate Vail’s Melee in the Mountains April 27-29
Legacy Fighting Alliance May 4
2018 Vail Whitewater Race Series May 8, 15, 22, 29 & June 5
GoPro Mountain Games June 7-10
Pink Vail: March 24
Vail Health
Town of Vail | CSE | 3/7/2018
Category: CRC
Funded: $10K
Days out: 19
Attendees:
•2012: year 1 - 700
•2013: year 2 –1320 (+47% YoY)
•2014: year 3 – 1625 (+23% YoY)
•2015: year 4 – 2424 (+33% YoY)
•2016: year 5 - 2930 (+21% YoY)
•2017: year 6 – 2980
Highlights:
•Strong brand/Great participant tool kit
•New sponsors for 2018: RXBar, Steadman Clinic, Vail Summit Ortho, Wear Travers Perkins LLC
•Ads/media coverage in Mountain Town Magazine & 5280 A-List and Denver Post for 2017. We
will be reaching out again for 2018.
•Live music with local bands, bigger VIP area, Kids Zone and mechanical bull all located in
Golden Peak.
Spring Back to Vail: March 31 & April 14-15
Town of Vail | CSE | 3/7/2018
Category: CRC
Funded: $130K ($100K for concert)
Days out: 24
Highlights:
•Preroll: :15 sec & :30 sec, local & front range distribution, in market March 12th
•Social Media: Facebook & Instagram, targeted (age 25-49yrs, HHI $50K+, ski &
ride), in market March 12th
•Digital Display Ads: Local & front range, in market March 12th
•Radio: Pandora, in market March 12th
•Vail Daily - 8 Ads: In market March 22nd (4 ads before March 31st, 4 ads before
April 15th)
•Vail CDM & CRM Emails - Vail database, March 13th and March 21st
Highline
Taste of Vail: April 4-8
Taste of Vail Inc.
5 Town of Vail | CSE | 2/28/18
Category: CRC
Funded: $45K
Days out: 28
Highlights:
•FB posts and IG and Twitter
•5280 has run two ads + 2 more full page ads
•Placements in Marla Meredith blog, Mountain
Living, Skiing Magazine, Colorado Expressions,
Travel Channel
•7.96 M online readership coverage
•Sponsors: Town of Vail, Vail Resorts, Sazerac,
Infiniti Denver, First Bank, 5280 Magazine, Hammer
Stahl, Tiga Advertising, Govino, Vail Coffee
Mountain Roasters, Avid Design, West Vail Liquor
Mart and Alpine Wine and Spirits
•PR Company is Think Big Media- Kate Lessman-
Press coming: Conde Nast, Vogue, Sundance,
5280, New York Times
Melee in the Mountains: April 27-29
Skate Vail
6 Town of Vail | CSE | 3/7/2018
Category: CRC
Funded: $12K
Days out: 49
Highlights:
•Contracts delivered to 5 teams, 4 out-of-state (NC, Alaska, Idaho and Nebraska) + Colorado Springs,
confirmation in next 2 weeks.
•The Marriott Mountainside has been selected as our lodging partner and a block secured for
approximately 40-60 rooms
•A mix-up game is scheduled for Friday before the open skate, adding and additional 20-40 skaters.
•Participant totals (overnight guests) will double, hopefully triple numbers from last year's event
•After party is TBD when a count can be approximated for Sunday overnight stay.
•The bus wraps have been contracted
•Video marketing through TV 8 to run on Vail gondola lift TV screens the week of April 14-21st (15
second clip).
•Event info has been updated on the team's website.
Legacy Fighting Alliance: May 4
AXS TV
Town of Vail | CSE | 3/7/2018
Category: CRC
Funded: $17.5K
Days out: 59
Social Media
•LFA/RFA/LEGACY
•Facebook 191,114
•Twitter 33,082
• Instagram 45,010
• AXS TV
•Facebook 113,783
•Twitter 35,300
•Instagram 5,673
Marketing P/R:
•Produce strong promotional plan utilizing local and national television,
radio and print.
•Produce and maintain strong social media promotional plan.
•Implement local street team marketing.
•Implement local business partnerships to produce events promoting
LFA.
2018 Vail Whitewater Race Series: May 8, 15, 22, 29 & June 5
Vail Recreation District
Town of Vail | CSE | 3/7/2018
Category: CRC
Funded: $7K
Days out: 63
Highlights:
•Rebranding the series for 2018 with
new logo and corresponding collateral
•With additional CSE funds, branded
racer bibs have been ordered
•Geo-targeted Facebook Ads will begin
in mid-March
–Front Range
–Surrounding mountain communities
•Other advertising begins in April
GoPro Mountain Games: June 7-10
Vail Valley Foundation
Town of Vail | CSE | 3/7/2018
Category: CRC
Funded: $84,790
Days out: 98
WHAT’S NEW IN 2018?
•GO RVING DOG TOWN is moving to Lionshead
•NATURE VALLEY KIDS’ ADVENTURE VILLAGE is moving to Golden Peak
•CHECKPOINT CHARLIE will be a multi-functional area (music + entertainment)
•NEW COMPETITIONS: Slackline Time Trial @ Mountain Plaza on Thursday,
Costa Fly-Tying @ TBD on Friday, and Whole30 Dinner Experience w/ Melissa
Hartwig @ Larkspur on Thursday
•MUSIC @ THE AMP: Chris Robinson and the Brotherhood and TBD Opener
(Thu), St. Paul & the Broken Bones and The Playing for Change Band (Fri), The
Wood Brothers, The Playing for Change Band and Bonfire dub (Sat)
•EXCEED 2017 NUMBERS: Grow total weekend event spectator, unique athlete
and total athlete registrations and shift percentages of key demographics
•INCREASE ECONOMIC IMPACT to the Town of Vail from 2017
•IMPROVE ATTENDEE EXPERIENCE: Utilize digital and on-site platforms to
provide accurate and easily available information
•GROW IMPRESSIONS AND ENGAGEMENTS: Increase total marketing and PR
impressions and engagements in the 2018 lead-up, on-site and post-event
2018 GOALS