Eagle will re-evaluate its marketing focus for 2017
September 7, 2016
EAGLE — As the town of Eagle begins financial planning for 2017, one of the issues for next year's budget is the future of its marketing efforts.
In an August report to the Eagle Town Board, Eagle Marketing and Events Coordinator Amy Cassidy highlighted events the town has hosted so far this year and previewed events planned later this fall. Cassidy submitted her resignation earlier this summer, but has agreed to continue to work with the town on a contract basis through year's end. Additionally, the town has agreed to contract with special events coordinator Lauren Ciarallo for events planned through the rest of 2016.
One of the biggest events on Eagle's marketing schedule is coming back to town Oct. 21-23, when the Colorado High School Cycling League contests its state championship races. Additionally, the Haymaker Jam high school race is planned Oct. 1, the Vail Valley Cup Cindy Eskwith Memorial Soccer Tournament is planned for Oct. 1-2 and the Vail Sportsmanship Classic Hockey Tournament will include play at the Eagle Pool and Ice Rink in November.
Other activities planned this fall include the Vail Valley Vintage Market Sept. 9-10, Moto Mayhem Endurocross Sept. 24, Flying Eagle Open Disc Golf Tournament Sept. 24-25 and Eagle YogaFest Oct. 14-16.
With its ambitious events schedule and Cassidy's planned departure, Eagle officials are looking at restructuring the marketing and events position. Specifically, they are considering splitting the marketing work from the events responsibilities.
"With the budget season coming up, we need to figure out those two positions," said Eagle Mayor Anne McKibbin.
McKibbin noted that Eagle's Marketing and Events Committee is a relatively young group. It's been four years since Eagle voters approved a $2 per room, per night bed tax to fund local marketing efforts.
"We have brought on a lot of events and there is some catch-up the town needs to do," said McKibbin.
As the town has ventured into marketing efforts, event promotion has been particularly popular with a variety of Eagle businesses.
"We are so thankful for the growth of our awesome small town, as business is at an all-time high, largely due to the events that have started and grown over the past two years," said Tara Picklo, of Yeti's Grind.
"AmericInn's numbers are up for both June and July, with June seeing a 25 percent increase in occupancy over last year. We have seen a huge increase in demand and our weekend business has been extraordinary. The baseball tournament held July 14-17 was an enormous success, as we were sold out on an otherwise traditionally slow week. We look forward to all the upcoming events," said Lonnie Leto, manager of the Eagle AmericInn.
Eagle will look to expand its event reach in 2017 and the town's funding process will launch in October. Proposals from event promoters will be due by mid November and the Marketing and Events Committee will review the candidates and allocate funding by early December.
In her presentation, Cassidy also detailed the town's digital marketing program, which netted 26,565 total impressions at the http://www.eagleoutside.com website and 122,579 impressions at the Eagle Outside Facebook page. The highest-response events were Trail Jam, Eagle Outside Festival and Bonfire Block Party.
The town also marketed events through local media and Elevation Outdoors Magazine.