Case Studies › NCAA Final Four Ancillary Fan Events
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Síclovía 2012
Mar 4th, 2012
San Antonio will hold its second ever Síclovía! The streets will be closed for pedestrians to walk, bike, jog or walk their dog. There will be a variety of activities, sports and programs along the route in order to get fit and stay healthy.
2012 Luminaria
Mar 10th, 2012
Luminaria is San Antonio's annual celebration of art and artists. Held in March and overseen by San Antonio's creative leaders, it is free of charge and showcases all art forms in an outdoor setting and inside various venues downtown.
2010 NCAA Women's Final Four Tourney Town
Knowing the market
Increase attendance by locals to all fan events.
- Analyzed full slate of fan events and suggested sites and schedules that created a “fan epicenter”
- Executed many activities within the epicenter that would otherwise have occurred somewhere unconnected such as utilizing main stage of the concert for start and finish line for a morning 5K run; designated children’s activity for over 2,500 area children to end within the sponsor activation zone
- Created epicenter entrance signage along the perimeter so guests knew they were inside a controlled, entertainment area - the place to be on Final Four weekend
- Utilized signage and event volunteers to direct crowds within the epicenter to all activities
- Used video screens on concert site to broadcast games
- Created and executed the “No Game Ticket, No Problem” marketing campaign alerting locals that they did not need a game ticket to participate and enjoy the weekend’s activities
- Results:
- All fan events whether free or ticketed experienced record attendance
- All sponsors reported either record activation/lead generation of exceeding pre-event estimates.
