Page 5 - MDHN 2017 Executive Summary_backup

Jou rney Past

In its second year, the now established tradition of Merry Days & Holly Nights at Squaw Valley |Alpine
Meadows further proved itself a highly energetic two-week holiday series of events jam-packed with fun
and entertaining activities for visiting guests, outlying community, & staff alike.

Repeats of last year’s high-quality performances including the Toccata Symphony with “Handel’s
Messiah,” Reno Jazz Orchestra concert of “Jazz for the Holidays,” and the Truckee Dance Factory
phenomenal performance of “The Twisted Nutcracker,” were the main headliners, with notable doubling
of attendance from the inaugural year. Santa time, sleigh rides, farm to table dinners, ice garden with elf
size train rides, and ice carving demonstrations were also offered with increased enthusiasm and
participation. The growth and enhancements observed in the 2017 season can be attributed to the
careful collaboration and analysis completed post 2016 MDHN. The head elves collaborated with key
departmental players to obtain extensive feedback and perspectives on how best to improve and
maintain the positive trajectory of these holiday events. These insightful comments and suggestions
helped facilitate the following additions and enhancements to 2017 MDHN Series:

Inclusion of Alpine Meadows
• Christmas Décor was installed in the lodge and breezeway at Alpine
• Activated a Retro Après ski party in the Last Chair Bar
• Santa True scheduled in the Alpine Lodge every day of his visit in his red velvet Santa chair
greeting children or up skiing on the mountain spreading good cheer

More Santa!
• Extended Santa’s visit from 4 days last year to 12 days
• Additional offering of storytelling time
• More one on one exposure by greeting guests in the hotel lobby
• Partaking in the Flash Mob parade along with the Blue Devils 4-piece band
• Hosting a Kris Kringle homily in Keoke’s gallery for lodge homeowners
• Rapping on stage with a local band at the SVI Christmas party

More activities in the village
• Scavenger reindeer game implemented that encouraged visitors to linger in the village, visit
retail stores to search for hidden Santa’s reindeers
• Flash mob orchestrated in the center of the village and entertained the after-ski crowd
• Ugly sweater contest après ski party in plaza bar

Timely, extensive Marketing Plan
th
• An initial press release was out by June 15
• All printed materials in circulation by Thanksgiving including a seven-panel brochure
• On “the ground marketing” was increased with two oversized banners on the tram, a kiosk in
the village with calendar of events
• Flag pole banners in Tahoe City
• Announcements of upcoming events in local newspapers

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