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HomeMy WebLinkAbout2.f. 2018 Event Recap Vail Summer Bluegrass Series▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ • • • Vail Bluegrass plans to utilize the following in its 2018 marketing efforts: Bluegrass Performances – The potential names associated with the inaugural Vail Summer Bluegrass Series will continue being the primary driving force behind our success. Bringing in regionally, nationally and internationally renowned performer is the goal of this concert series. It is both through Vail’s branding, but also through each individual performer where we will focus our marketing efforts. We will offer a foundation to new and returning guests that will properly align all stakeholders with a guest’s desire to have an experience at our concerts like nothing on earth. Hotel and Misc. Accommodations – Using Lionshead’s existing and world-renowned infrastructure, the producing entity will tailor its marketing towards those who would be more so inclined for an extended stay through the weekend. While the local market may not necessarily be interested in hotel and miscellaneous accommodations, we will position our marketing collateral, and advertising in a direction that boasts the wonderful multi-day to-do’s in and around the Town of Vail, including the appetite for entertainment and mountain living coupled with world-class accommodations. From the Arrabelle to the Antlers, we will offer our visiting guests the most exquisite in Vail lodging options. Local Business/Things to Do – As Vail Bluegrass has done in the past, we will continue allowing for it to be our utmost intention to maximize the marketing power already in place set forth by the local attractions, restaurants and natural offering Vail provides its guests. Attendees of the Vail Summer Bluegrass Series will have the great fortune of experiencing world-class live bluegrass, state of the art accommodations and the best in retail, dining and activities. Additionally, we are in preliminary discussions with Vail America Days to co-promote, share resources, etc. to create a true, one-of-a-kind July 4 destination event. For 2018, Vail Bluegrass plans to allocate $1,500-2,000 to advertisement/marketing to include (but not limited to) Vail Daily, Denver Westword, email marketing, retargeting ads and website development. We've found that variably using the budget has worked best. We have seen huge growths in engagement at different times, from initially announcing the lineup through the final week of performances. We will also leverage the relationships we have with local business (VCBA, Moe’s, Blue Moose, Bud Light, Antlers), our sponsors/partners (Never Summer Industries, prospective apparel partners) and the Betty Ford Alpine Gardens to create co-branded efforts DATE WHAT HOW MUCH June 27 River Whyless $5,000 Buffalo Commons $500 Arrabelle Fees 400 Tent Rental 2000 Photo 500 Production 1487.5 Security 650 July 4 Horseshoes & Hand Grenades $7,000 The Drunken Hearts $1,500 Chain Station + Parade $800 Boot Gun $600 Arrabelle Fees 800 Tent Rental 2000 Photo 500 Production 1487.5 Security 1462.5 July 11 Tyler Childers $7,500 Hardscrabble 500 Arrabelle Fees 400 Tent Rental 2000 Photo 500 Production 1487.5 Security 650 July 18 Everyone Orchestra $8,000 Liver Down the River 500 Arrabelle Fees 400 Tent Rental 2000 Production 1487.5 Photo 300 Security 650 Misc Marketing Website $194 Guitar Picks 85 Office Depot 60 Insurance 548 TOTAL 53,950 Sponsors Breck Brew 3000 VCBA 2000