Page 10 - MDHN 2017 Executive Summary_backup

2017 2016 Capacity
842
700 700 700
600
ATTENDANCE 250 300 300 510 539 240 500 250 220 250

176
140
80 150 80 104 118 130 104 78 70 87 72 70
50

Data Sum mary

Awareness of Merry Days & Holly Nights grew exponentially in its second year, largely in part due to the lessons
learned in the inaugural year regarding the importance in creation and delivery of timely, effective marketing
materials. New and improved tools in the 2017 season included:

• Full color detailed brochure • Go Tahoe North Digital Ad
• Event Posters • Truckee Commerce Digital Ad
• Schedule Posters • SVAM Homepage Presence
• Tahoe City Banners • MDHN Landing Page
• Tram Banner • SVAM Event Calendar Integration
• Sierra Sun Wrap (two distributions) • Event Specific Page Displays
• Tahoe Weekly Ad • MDHN App Integration
• SQUAW Magazine Ad • Social Media Presence

As evidenced by the Attendance Data Trends, the marketing efforts and improvements made therein were widely
successful: awareness translated into ticket sales & attendance. Thus, 2018 will entail a similar implementation
plan for traditional marketing materials. Yet vast opportunity still exists in Social Media channels. While MDHN
has a huge Reach, cumulatively indicating the largest audience potential in SVAM events, the return of interest on
that spread is nominal. Thus, supplementary efforts for 2018 will be targeted toward realizing and activating the
potentiate value of social media channels.

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