SB2V_recap tov

Spring Back to Vail Recap Report
Prepared by Highline Sports & Entertainment, June 1, 2010
A weeklong event. Four free headliner concerts. World Pond Skimming
Championships. Spring Back to Vail Expo Village, Spring Back to Vail
Sony Cierge Welcome Party, Men’s Journal Underground Party with
Wyclef Jean, Bar Parties and more.
April 12 – April 18, 2010, Vail, Colorado
Total In-Town Attendance: estimated to be more than 100,000
Locations: Golden Peak, Vail Mountain, Vista Bahn Base Area, Solaris
Concert Venue, Checkpoint Charlie Concert Venue, Ford Park, The
Sonnenalp of Vail Resort, In-town Restaurants and Clubs
Executive Summary
Spring Back to Vail, Vail Mountain’s iconic, high-energy, end-of-season
bash returned April 12-18. Vail was alive and kicking with four FREE outdoor
concerts from Wyclef Jean, Guster, Robert Earl Keen and Sierra Leone’s
Refugee All Stars. The weeklong event also included the ever-popular
World Pond Skimming Championships presented by Rockstar with free BBQ
courtesy of Vail Mountain.
New for 2010, the Men’s Journal Lounge, Reverb Eco Village and Sony
Cierge Experience was an expo area located at the base of the Vista Bahn
from Friday through Sunday and offered tons of free giveaways.
Schedule
Event Happenings
Wednesday Highlight: Bud Light Après
and After Dark Kick-off Parties
•  Spring Back to Vail kicked off with the
Bud Light après party at Los Amigos
and post-party at The George.
•  Attendees received a variety of
giveaway items throughout the week
from Bud Light, Captain Morgan and
and Spring Back to Vail promotional
staffs and had the opportunity to get
their photo taken with a Sony DSC-TX5
Cybershot digital camera by the Sony
Faces street team. There were twelve
bar parties throughout the week at nine
Vail establishments.
Event Happenings
Thursday Highlight: Spring Back to Vail Welcome
Party with and Sony Cierge Lounge
•  Held at the Sonnenalp Resort of Vail, the Spring
Back to Vail Welcome Party and Sony Cierge
Lounge officially kicked of the final three days of
the festival and included event sponsors, press and
VIPS, invite only.
•  Presented by Sony Cierge, Bud Light, Captain
Morgan and the Sonnenalp, guests enjoyed live
music, beverages and appetizers, while
experiencing the latest and greatest gadgets from
Bravia LCD HD TVs to VAIO computers and cybershot digital cameras.
Event Happenings
Thursday Highlight: Spring Back to Vail
Welcome Party with the Sony Cierge
Lounge & the Sony “In the Right Hands”
Event
•  Additionally, 25 selected guests joined
at the Sonnenalp for a Sony “In the Right
Hands” experience where they received
a Sony DSC-TX5 digital camera learned
the ins and outs of the camera as well as
the social media components of the
program.
Event Happenings
Friday through Sunday Highlight: Men’s
Journal Lounge, Reverb Eco Village and
Sony Cierge Experience
•  Located at the base of the Vista Bahn,
the Men’s Journal Lounge featured the
Eukanuba Doggy Bar, Leatherman Tools
product display and giveaways.
Event Happenings
Vista Bahn Base Area Expo Continued
•  The Reverb Eco Village offered all
kinds of cool giveaways from Bear
Naked Granola, Clif Bar, Climate Counts,
EVOL Burrito's, NativeEnergy, Nordica,
Oxfam, SIGG, Specialized, Stonyfield
Farm and Sustainable Biodiesel Alliance.
Liberty Skis and Smith Optics also
showed their wares in this expo area.
Event Happenings
Vista Bahn Base Area Expo Continued
•  The Sony Cierge Experience included
the latest Sony gadgets like the new
DSC-TX5 Cybershot digital camera that is
waterproof, freezeproof, shockproof and
dustproof. Here, lucky attendees also
had the opportunity to enter a Chair 5
promotion to win a chair from the High
Noon Lift as well a Sony DSC-TX5 Digital
Camera and a VIP trip back to Vail for
Vail Snow Daze 2010, on behalf of Sony.
Event Happenings – Friday
Friday Highlight: Sierra Leone’s Refugee All Stars Concert and Premier Viewing of
the Documentary, Solaris Concert Venue, Vail Village. This was the Largest
Viewing of an outdoor film, in-town, in Vail, Colorado.
Event Happenings
•  Sierra Leone's Refuge All Stars, who
formed in a refugee camp during the civil
war of Sierra Leone, kicked off Spring Back’s
three-night concert series by sharing their
incredible story through their reggae-style
sound.
•  For the first time in Spring Back to Vail’s
eight-year history, the band brought an
element of world culture and unique style
that had never been showcased in Vail.
•  Prior to their live performance, a premier
viewing of the band’s incredibly moving,
award-winning documentary was shown
on a large on-stage screen.
Event Happenings – Saturday
Saturday Highlight: Wyclef Jean Double Billing with Special Guest Robert
Earl Keen Concert Presented by Bud Light, Ford Park, Vail Colorado.
Event Happenings
•  The action-packed
weekend of music
continued on Saturday with
headliner Wyclef Jean and
special guest Robert Earl
Keen taking the stage at
Vail’s Ford Park.
•  Blending Robert Earl
Keen’s country tunes with
Wyclef’s hip-hop, reggae,
R&B mix, the concert
provided an international
flare and catered to a
diverse audience.
  Robert Earl Keen opens with
a huge crowd at Ford Park.
Event Happenings
  Followed by an extremely
entertaining performance by
Wyclef Jean in front of huge
crowd.
Event Happenings
Men’s Journal Underground with Wyclef Jean
Immediately following the Wyclef Jean Concert, guests were invited to a VIP party at
the Sonnenalp Resort of Vail. Guests enjoyed the surprise appearance by Wyclef
Jean, as part of the surprise of this underground party. Additionally, guests enjoyed
food and beverages, including Bud Light and product from Diageo.
Event Happenings - Sunday
Sunday Highlight: Sony Closing Day – Closing Old Chair 5.
Closing Day–Closing Old Chair 5
•  All on-mountain guests had the unique
opportunity to take a commemorative photo
sitting on a chairlift chair located next to the
legendary Chair 5 courtesy of the Sony DSCTX5.
•  Photos were available for instant printing
outside of Buffalo’s Restaurant and also
available for viewing on a Vail Mountain hosted
Flickr page.
•  One lucky winner was also awarded a
physical Chair 5, a VIP trip back to Vail Snow
Daze and a Sony DSC-TX5 cybershot digital
camera through the Sony Cierge Experience
promotion.
  Hundreds of photos were
captured and can be found
on Vail Mountain’s Flickr
Group: Sony Closing Day –
Closing Old Chair 5
Event Happenings - Sunday
World Pond Skimming Championships presented by Rockstar and Complimentary
BBQ from Vail Resorts. Immediately following, was the free Concert with Guster at
Checkpoint Charile to finish up Closing Day of Vail Mountain 2010.
Event Happenings
Sunday Highlight: World Pond Skimming
Championships presented by Rockstar
•  In its eighth year, the World Pond Skimming
Championships returned to Spring Back to Vail on
Sunday at Vail Mountain’s Golden Peak base
area.
•  100 Skimmers from around the world tested their
buoyancy in hopes of becoming the 2010 World
Pond Skimming Champion and be awarded two
’10-’11 Epic Passes.
•  Numerous sponsor announcements were made
throughout the event, including shout outs about
the waterproof Sony camera and the Sony Cierge
expo booth.
Event Happenings – Sunday
Sunday Highlight: The Closing Day of the season for Vail Mountain with a
Free Guster Concert, Checkpoint Charlie, Vail Village.
Event Happenings
•  To round out the Spring Back
festival, Guster preformed a
free concert at Checkpoint
Charlie immediately following
Pond Skimming.
•  Offering a one-of-a-kind
sound through the
combination of bongos,
cymbals and other drums, Vail
Village was packed with fans
singing along to Guster’s
entertaining tunes.
Marketing: National, Regional and
Local
National:
SKI Magazine (Circulation: 406,328)
•  2 full-color, full spread ad (February
& March, 2010)
Men’s Journal Magazine (Circulation:
735,654)
•  2 full-color, full page ads (April &
August, 2010)
Marketing: National, Regional and
Local
Front Range:
Westword – The Edge (Circulation: 100,000)
•  2 full-color, full-page ads
Marketing: National, Regional and
Local
Local/Mountain Regions:
Vail Daily (Circulation: 15,500)
•  Full Page, half page and quarter
page ads
•  Handful of various filler ads featuring
the week-long festival as well as filler
ads highlighting a particular event or
concert within the festival
Print Ad Examples
  Ski Magazine 2-Page Spread
  Westword Full Page Ad
  Men’s Journal Full Page Ad
Print Ad Examples
  Vail Daily Full Page Ad
  Vail Daily Schedule Ad
  Vail Daily Event Specific Ads
Marketing: Digital
Online Static Ads:
•  DenverPost.com, 2 ad
placements from March 29-April 18,
on the snow report page
•  Comcast.net, ad placement
from March 29-April 18, on the
homepage
•  Facebook.com, ad placement
hitting the winter sports and
college-age users from March 29April 18
Marketing: Digital
Social Networking:
A central aspect of Highline Sports &
Entertainment’s Spring Back to Vail
marketing campaign was the utilization
of social networking. We found it
effective to communicate with our
target audience through the use of
social utility programs that connect
people with similar interests to one
another.
Marketing: Digital
Social Networking Continued:
•  Email Blasts: Distributed on local,
regional and nation levels
highlighting entire festival as well as
specific festival components such
as concerts
•  Highline Sports & Entertainment
•  Colorado Pass Club
•  Colorado Info
•  Vail Mountain
•  Skiing Magazine
•  Plum TV
Marketing: Digital
Social Networking Continued:
•  Twitter
•  Vail Mountain
•  Highline Sports & Entertainment
•  Sponsors, local businesses, local information
centers, press, etc
•  Blogs
•  Facebook, MySpace, YouTube, Flickr
•  Ski Industry Community Websites such as SkiNet,
Snowboard Magazine, Freeskier Magazine and
Snowboarder Community.
Marketing: Digital
Social Networking Continued:
Sony In The Right Hands: New for 2010,
two social networking programs were
implemented in to Spring Back as a part
of Sony’s on-site activation.
•  25 local social media gurus were
hand selected to be Vail photo
ambassadors and upload photos taken
throughout the event to Flickr, Twitter
and Facebook.
Marketing: Digital
•  Each ambassador was armed with a
Sony TX5 Cyber-shot digital camera and
asked to take photos from Spring Back
events around town, on the mountain, at
concerts, etc.
•  Ambassadors were asked to use the
hash tag #sonyatvail when posting their
favorite shots to social media websites
for tracking purposes.
•  To date, 742 photos have been
tagged on Flickr and 42 tweets on
Twitter. In addition, more than half of the
photo ambassadors uploaded photos to
their personal Facebook pages.
Marketing: Digital
Social Networking Continued
Sony Faces:
•  Four street team photographers were
armed with Sony TX5 Cyber-shot digital
cameras and hit the town snapping
photos of a wide variety of event-goers
on the mountain, at the expo area, at
après and after-dark parties, at concerts
and pond skimming, etc.
•  These photos were then uploaded to
Vail Mountain hosted Facebook and
Flickr albums.
Marketing: Digital
Social Networking Continued
•  The street team passed out businesssized cards to photographed individuals
that included details with how to access
the photos and tag themselves and
friends.
•  To entice guests to participate in this
social media initiative via Facebook, a
Spring Back to Vail trip for two for the
2011 festival is planned as an award to
one lucky winner.
Marketing: Television
Front Range and Local/Mountain Range
Ad Placements
•  Cable TV Denver Interconnect
•  One :30 second Spot Aired during
Primetime and Sports
•  Spot Aired on the Following
Networks: USA, TNT, TRU, ESPN, ESPN2,
FX, TBSC, NICK, TOON, ENT, MSNBC,
CNN, Bravo, OXYG and VH1
•  Aired 570 times, with impression of
257,000, from 3/26 – 4/16
Marketing: Radio
Mountain Range Ad Placements
KZYR The Zephyr/Vail
•  One :30 second Spot Aired 200 times
•  One :15 Spot Aired 100 times
•  “Spring Back to the Year” Promotion:
from April 1-30, one music set played per
hour featuring a specific “year of the
day” (Spring back to 1978… etc.)
Marketing: Outdoor
Marketing: Outdoor
Front Range Placements (3/22 –
4/18/2010):
d
•  Daily Effective Circulation: 38,410
•  Front Range Locations:
•  N Federal 5855 W just N/0 I-70
•  Champa S just W/O Downing
Collateral
Numerous Spring Back to Vail Collateral pieces were produced and distributed
locally and regionally.
Spring Back to Vail Posters, Rack Cards, Credentials, Drink Tickets and Event
Specific pieces were produced and distributed heavily.
Event Specific Collateral Items
Numerous promotions and events surrounded Spring Back to Vail 2010. Some of
the additional collateral pieces include:
Sony Cierge Lounge Invites, Sony Chair-5 Promotional Cards, Sony Faces
Promotional Cards and more.
Event Collateral and Event Merchandise
Spring Back to Vail Merchandise and Sponsor Swag could not be missed in
town during event week. The Spring Back to Vail promo staff said people
were going crazy for the headbands and there was a lot of excitement in
town surrounding the events. “The bar parties were packed! And the après
parties were also well attended.” Lindsey Bradshaw, promo staff.
On Display
Spring Back to Vail signage, with Sponsor Logos, was seen around town
leading up to and surrounding the event.
Signage included: Town of Vail (In-town Banner) in two high traffic
locations, base area schedule signage, posters, sponsor banners, general
event banners, and event specific event signage.
Event Specific Signage On Display
Event Specific Signage was experienced at a variety of areas including the
concerts, World Pond Skimming Championships, Vista Bahn Expo area, VIP
parties and more.
Trussing at the Vista Bahn Base area, Men’s Journal Lounge, Sony Cierge
Experience, Sony Chair 5 Promotion
Event Specific Collateral Items
Additional collateral pieces included:
Men’s Journal Underground Invites, Men’s Journal Magazines, Men’s
Journal Signage, Sponsor Banners and more.
Public Relations Snapshot
Highline Sports & Entertainment conducted a comprehensive local,
regional and national public relations campaign.
  Press Releases:
  Total of eight event specific releases distributed via email to print,
online, television and radio outlets
  Twitter Updates:
  Total of 17 tweets shared virally with Highline Sports &
Entertainment’s 1,394 Twitter followers
  Facebook Updates:
  Total of 11 event updates shared virally with Highline Sports &
Entertainment’s 201 Facebook fans
  Television:
  Total of 7 on-air appearances on TV8-The Official TV Station of Vail
and Beaver Creek which has an average audience of 18,000
viewers
Green Initiatives
In addition to requiring vendors to follow TOV green events check list,
Highline Sports & Entertainment conducted the following green efforts:
  Worked with town environmental officials to develop green practices
  Worked with town of Vail street department to recycle all event
cardboard, plastic and aluminum
  Worked with Vail Mountain environmental team for recycling at on
mountain events
  Had event staff dedicated to collecting and sorting trash and recycling
  Had recycling station setup at Ford Park concert
  Had recycling signage printed on recycled signs
Green Initiatives
  Served beverages in recyclable or compostable cups
  No vehicles were left idle while loading in and out
  Used tarps made from recycled billboards for the pond skimming
pond liner
  Moved to majority use of linens in lieu of plastic disposable
tablecloths
  Brought in Reverb Eco Village expo. Based in Portland, Maine,
Reverb is a 501(c)(3) non-profit organization founded in 2004 by
environmentalist Lauren Sullivan and her musician husband, Adam
Gardner of Guster. Reverb provides turn-key greening programs for
artists' tours while conducting grassroots outreach and education
with music fans everywhere. This expo was at the Vista Bahn base
area on Friday, Saturday and Sunday of the Event.
Additional Event Photos
  Numerous sponsors
gained exposure around
Vail at popular bar parties,
concerts and more
  Pond Skimming
Characters
  Sony in the Right Hands at
Pond Skimming
  Sierra Leon Band Member
rocking the Bud Light tshirt!
Additional Event Photos
  A popular Vista
Bahn area
  Great crowds at
all concerts
  Product trial
  Rockstar at
Spring Back
Sony In the Right Hands
THANK YOU