PRIMA helps boost performance reservations |

PRIMA helps boost performance reservations

Daily Staff Report

Over one-third of visitors to any PRIMA performance traveled to Vail specifically for that event, the new umbrella marketing organization reports.

The PRIMA coalition of Bravo! Vail Valley Music Festival, the Vail International Dance Festival and the Beaver Creek Theater Festival was relentless in drawing audiences from all over the state and country, its representatives said.

The Vail Local Marketing District, responsible for promoting Vail’s summer months, supported PRIMA, as well.

The talent this past summer included the New York Philharmonic, the Atlanta Ballet, members of the Steppenwolf Theatre Company, the Dallas Symphony Orchestra, The Neo-Futurists, and Ensemble Soloists from La Scala Ballet.

Bravo! Vail Valley Music Festival opened its 16th season at the end of June with the Rochester Philharmonic Orchestra, followed by the Dallas Symphony Orchestra. The New York Philharmonic made its Vail debut July 18-26. According to festival organizers, overall ticket sales are expected to be up more than 50 percent compared to last summer.

“PRIMA’s introductory year displayed a wonderful cooperation and collaboration among public and private sectors throughout the Vail Valley,” said Kelli McDonald, vice president of marketing for the Vail Valley Chamber and Tourism Bureau.

The interest that PRIMA and its festivals sparked extended beyond the local region and the Front Range. With a major add campaign, including billboards in Denver, Dallas and New York’s Time Square, PRIMA attracted nearly 50 percent of its audience from out of state, primarily from California, Texas and Illinois, officials said.

They said that additional PRIMA marketing efforts included:

– 1,500 posters were distributed in mid-town New York.

– Brochures were printed for direct mail (60,000), distribution through festival participants (20,000) and inclusion in lodging confirmation packets.

– Brochure inserted in July 13 The New York Times Sunday regional editions in Colorado, Texas and Atlanta.

– Web site development included a home page, partner page, venues page and press center.

– Participation in the Vail Valley interactive guide DVD helped drive ticket sales.

– Public relations efforts included press releases, calendar listings, a Denver media event, media hostings, press kit mailing and participation in the Fly Vail Summer kick-off.

For more information on PRIMA and Vail’s summer cultural festivals visit

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