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VAD19_RECAP_TOWN OF VAIL_FINALCONFIDENTIAL & PROPRIETARY Recap Report prepared for Town of Vail CONFIDENTIAL & PROPRIETARY EVENT OVERVIEW 2019 Parade Theme: A Tribute to the 10th Mountain Division • Estimated attendance: 28,000+ • Parade Marshals: Richard Over and Sandy Treat • Parade participants embraced and celebrated this year’s theme • Continued support and focus on sustainability • Water refill stations located throughout Vail Village and Lionshead • Authentic patriotic guest experience and atmosphere • Continued partnership with Veterans and the VFW Post 10721 Minturn Firework Display • Traditional July 4th firework show returned in 2019 • Powerful sound track simulcast on 97.7 KZYR, The Zephyr CONFIDENTIAL & PROPRIETARY • 6 Town of Vail 8’x3’ banners placed along parade route • 1-Town of Vail 10’x10’ tent at the announcing platform at Lionshead • Co-sponsor of 3 Water Refill Stations with custom branded signage including the Love Vail logo • Positioned near Children’s Fountain, Solaris Plaza and entrance to Lionshead • Logo inclusion on all print, digital, signage and advertising • Partner announcements from all 3 parade announcing platforms AT VAIL AMERICA DAYS™TOWN OF VAIL CONFIDENTIAL & PROPRIETARY EVENT HIGHLIGHTS • Vail America Days continues to align with the Town of Vail’s Sustainable Programs and work on creating a “greener” parade wherever possible while maintaining the essence of this home town favorite. • New for 2019: Creation of the Sustainability Award highlighting the most thoughtful human powered entry in the parade • Providing 3 water refill stations for guests and spectators to access in Vail Village, Solaris and Lionshead • Providing an “on-route” water station for parade participants and performers • Continued support of the elimination of single use plastic water bottles and balloons as giveaway items from parade sponsors and participants • No idling rule for any vehicle participating in the parade • Encouragement of alternative fuel vehicles in the parade [Electric, Hybrid, Biofuel cars and trucks] CONFIDENTIAL & PROPRIETARY EVENT HIGHLIGHTS • A spectacular firework display closed out the day and was a highlight for 2019 after last year’s cancelation due to weather conditions. The combination of the thoughtfully curated flow, hand chosen fireworks and effects and powerful patriotic soundtrack provided a fantastic show that was visible throughout Vail. • Back for their third year, High Five Media streamed the Vail America Days parade live to Channel 5 from the entrance to the Lionshead Pedestrian Mall. Working in collaboration with event organizers, the broadcast was enhanced this year with additional elements like: • Pre-parade performance by entertainers Fabulous Femmes • Detailed announcements integrating this year’s theme with highlights on the Vail Valley and the 10th Mountain Division, Camp Hale and history and relevance of the chosen theme • For the 27th year, the Veterans opened the parade and was honored to have the American Flag carried by Sergeant Matt Spang who lost both legs in Iraq in 2011. This Vail Veterans Program alum provided a powerful moment in the parade. CONFIDENTIAL & PROPRIETARY BEST FLOAT Buddy Werner League: Celebrating 50 Years!  BEST YOUTH Eagle County Schools Wild West Day    BEST MOTORIZED   1950 Dodge Pick Up | Sprat-Platte Ranch   BEST MARCHING/MUSICAL Denver and District Pipe Band   PARADE RESULTS MOST DESTINCTIVE, THE GERALD GALLEGOS AWARD The Gallegos Corporation BEST IN SHOW  Vail Resorts presents the 75th Anniversary of Riva Ridge MOST ORIGINAL Alpine Arts Center MOST SUSTAINABLE Honoring the Women of Camp Hale | InvitedHome   CONFIDENTIAL & PROPRIETARY MARKETING OVERVIEW Highlights: • Estimated Impressions = 2,100,000+ • Local media outreach and press releases resulting in 23 additional digital and print editorial pieces • Community/concierge outreach and e-blasts to previous parade participants and Vail event attendees • Print advertising with the Vail Daily and Vail Daily Weekly • Vail Daily Digital Newsletter-daily advertising placements • Vail Daily’s “Off the Hill” video segment posted digitally and through print coverage • Vail Daily’s Facebook live posts on [July 4] • Collaboration with the Town of Vail to include the full weekend of events • Grassroots marketing, including posters and bi-fold schedule distribution • High Five Media live-stream of the parade from Lionshead • Parade float winners announced to local media outlets [July 4] CONFIDENTIAL & PROPRIETARY DIGITAL MEDIA E-Newsletters Website CONFIDENTIAL & PROPRIETARY DIGITAL MEDIA Facebook Campaign powered by GMC 7 unique posts 3 Facebook Live Posts Town of Vail Facebook page Vail Daily Facebook page Reach: 22,213 Clicks: 862 Engagements: 1,856 Shares: 22 Likes: 255 Comments: 8 CONFIDENTIAL & PROPRIETARY DIGITAL MEDIA Facebook Campaign CONFIDENTIAL & PROPRIETARY GRASSROOTS MARKETING Posters [200 distributed from East Vail -Gypsum] CONFIDENTIAL & PROPRIETARY GRASSROOTS MARKETING Bi-Fold Schedule [2,000 distributed from East Vail -Gypsum] CONFIDENTIAL & PROPRIETARY EVENT BANNERS Town Banner [Vail Village and Lionshead placements] Parade Banner [Carried by Veterans from VFW Post 10721 Minturn] CONFIDENTIAL & PROPRIETARY EVENT PHOTOS CONFIDENTIAL & PROPRIETARY EVENT PHOTOS CONFIDENTIAL & PROPRIETARY EVENT PHOTOS-TOWN OF VAIL CONFIDENTIAL & PROPRIETARY Vail America Days™ Sincerely Thanks Town of Vail For The Collaboration in 2019!