Dano's Tequila + AGSW 2021 Recap

Aspen Gay Ski Week Lite was a tremendous success on many levels despite the challenges that were faced with COVID. AGSW exceeded fundraising goals, breaking levels of online participation and the ability to continue to impact many people in the LGBTQ+ community through our educational programs and grants. AGSW 2021 has also laid a solid foundation for AGSW 2022 and the ability to celebrate its 45th year. AGSW Lite was about giving back, not the party. Despite the constant pivoting of programming, AGSW was successful with promoting Dano’s Tequila throughout the week to attendees in Aspen. AGSW also assisted distributors with introductions to restaurants through local relationships. AGSW was able to do promotional photo shoots for social media that will be posted ongoing throughout 2021.

Although no actual passes and tickets were sold to in-person events, AGSW was able to generate over $65k in lift ticket sales and $50k in hotel rooms booked through their booking partners. In addition, AGSW gave out 200 swag bags to in-person attendees that included Dano’s Tequila promotional swag. Virtually, AGSW was able to reach over 55k highly targeted LGBTQ+ top 10% income brackets through the week with their social media outlets, over 12k people through direct email marketing, 8,362 highly targeted unique users on our website between December 1st, 2020 and January 31st, 2021, 200+ people onsite in Aspen through MMS text messaging.

Aspen Gay Ski Week 2021 Lite By The Numbers

Number of Viewers for Virtual Events

Piano Bar with Jon Richardson (over 1k highly targeted views combined Facebook and YouTube)

Virtual Art Curation featuring Steve and Diane Allen (over 1k highly targeted views combined Facebook and YouTube) 

Dano’s Presesnts Drag Queen Bingo (over 1k highly targeted combined Facebook and YouTube and 60+ paid attendees)

Flag Reveal Finale (over 1k highly targeted combined Facebook and YouTube views) (Bud Light Seltzer Lemonade AD)

A Glimpse At Some Promo Photos

Additional Benefits

Dano’s Tequila Online Branding

  1. Facebook (over 12k followers – specifically targeted to LGBTQ+) 55k targeted reach during 1/17/21-1/24/21
    • 1 Highly Targeted Ad During AGSW 2021 For Dano’s (Paid Boosts on Facebook)
    • Virtual events will live on our website and social media for continuous viewing throughout the year
  2. Dano’s products scheduled for the next 8 months on AGSW social media
  3. YouTube-all AGSW 2021 videos now live on AGSW YouTube Channel
  4. Direct email marketing features during AGSW 2021 Lite and throughout 2021 leading into 2022
  5. Both digital and print ads in AGSW 2021 Lite Program
  6. Logos on front page of AGSW all year

Onsite Activations

  1. Limelight Hotel
    • Dano’s slide on 70 inch display screens from 1/16/21-1/24/21
    • 2 Dano’s banners with premium placement
    • Dano’s bottles had premium placement on bar
    • Dano’s Tequila was tequila special for the week and also used in their signature margarita’s for Apres and take-out
    • Dano’s Tequila swag given to AGSW attendees in swag bags
    • Dano’s Tequila swag sent to winners of Drag Queen Bingo
  2. Included in daily MMS marketing to over 200 people onsite
  3. Restaurant introductions:
    • L’Hostaria
    • Dantes Snow Lodge
  4. AGSW will continue to work with Dano’s Tequila and local activations throughout 2021 when possible

Media Coverage

This year’s events captured media attention locally and nationwide. The following media sources covered AGSW 2021 Lite. CBS 4 Denver, Aspen Times: Midweek Drop-in, Sopris Sun, 5280 Magazine, Aspen Public Radio, Out Traveler, 303 Magazine, Towleroad, Dallas Voice, Mister B&B, Curve Magazine (Australia), IGTLA, and more. In addition the Governor of Colorado, Jared Polis did a shout out to AGSW and AspenOUT.

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