CASE STUDY: Home + History: How a Local Heritage Festival Became a Regional Destination
- Client: Home+History Las Vegas
GYC Vegas used strategic multi-market PR to turn a local heritage festival into a regional destination: 62 media placements, 512M impressions, a 33% ticket sales increase, and a PRSA Pinnacle.
A Public Relations Success Story
THE CHALLENGE
Nevada Preservation Foundation (NPF) needed to increase awareness and ticket sales for their annual Home + History Las Vegas heritage tourism festival, targeting both local and regional markets across the Southwest.
THE SOLUTION
GYC Vegas developed and executed a comprehensive media relations strategy that positioned the festival as the Southwest’s premier heritage tourism experience through targeted storytelling and strategic media outreach.
THE RESULTS
The campaign exceeded all objectives, generating 62 media placements, increasing ticket sales by 33.3%, and boosting revenue by 20.5% compared to the previous year—earning the 2024 PRSA Pinnacle Award for Media Relations Excellence.
THE CHALLENGE
Home + History Las Vegas, presented by the Nevada Preservation Foundation, faced the challenge of growing beyond its local audience to become a regional destination event. As Southern Nevada’s longest-running heritage tourism festival, the four-day event celebrates Las Vegas history through guided tours of iconic homes and venues, but needed broader market penetration to achieve sustainable growth.
Key Objectives:
- Increase ticket sales by 20% compared to 2023
- Generate at least 30 local and regional media coverage hits
- Expand awareness in key feeder markets: Los Angeles, San Diego, Reno, Phoenix, and Salt Lake City
- Position the festival as the premier heritage tourism destination in the Southwest
STRATEGIC APPROACH
Research & Intelligence
Our team conducted comprehensive research to inform the strategy:
- Historical Analysis: Reviewed previous festival outcomes and approaches
- Market Research: Identified celebrities, architects, and notable figures with connections to both Las Vegas and target markets
- Media Landscape Mapping: Developed targeted lists of journalists, bloggers, and outlets across multiple DMAs
- Content Asset Development: Created a historic timeline of Las Vegas milestones for media use
Key Messaging Framework
We developed compelling narratives that positioned Home + History Las Vegas as:
- The Southwest’s Heritage Hub: Nevada’s longest-running annual heritage tourism event
- Authentic Vegas Experience: Showcasing iconic Vegas from a local’s perspective beyond The Strip
- Educational & Immersive: Offering expertly guided tours, seminars, and cultural experiences
- Preservation Champion: Supporting urban sustainability and community progress through education
Multi-Tiered Media Strategy
- Timeline-Based Approach
- Long-lead Coverage (January-March): Travel and lifestyle features for advance planning
- Event Promotion (April): Local media and calendar listings
- Live Coverage (During Event): On-site interviews and real-time reporting
- Post-Event Analysis: Success stories and impact coverage
- Content Diversification
- Press releases announcing ticket sales and programming updates
- Customized pitches for different market segments
- Media alerts for time-sensitive coverage opportunities
- Targeted story angles for architecture, travel, and lifestyle publications
IMPLEMENTATION
Strategic Timeline
- January 24: Initial announcement of festival dates and early programming
- March 28: Expanded lineup with new tours and experiences
- April 16: Final media alert driving event attendance
- April 28: Post-event success summary
Strategic Pitch Campaign
Our team executed over 25 distinct pitch campaigns, including:
- Travel-Focused: “Las Vegas history beyond The Strip” for tourism publications
- Architecture-Specific: Targeted pitches to design and architectural trades
- Regional Customization: Market-specific angles highlighting local connections
- Seasonal Timing: Super Bowl tie-ins and spring travel promotions
On-Ground Execution
- Interview preparation and media training for NPF spokespersons
- On-site media coordination during the four-day festival
- Live segment support for television coverage
- Photo and video capture for future marketing assets
RESULTS
Media Coverage Success
- 62 media placements across national, regional, and local outlets
- Reached 3,449+ journalists through targeted outreach
- 512+ million unique visitor minutes (UVM) in total media exposure
- Coverage span: National publications (Atomic Ranch, Yahoo! Life), regional outlets (Travel
Nevada), and local broadcast (KSNV Ch. 3, FOX 5)
BUSINESS IMPACT ACHIEVEMENT
Ticket Sales Growth
- 33.3% increase in ticket sales compared to 2023 (exceeded 20% goal by 66%)
- 17 events sold out (over half of all festival programming)
Revenue Growth
- 20.5% revenue increase compared to previous year
- Exceeded minimum goal while establishing foundation for future growth
Strategic Positioning Success
- Established Home + History Las Vegas as a “must-attend cultural event on the West Coast”
- Enhanced NPF’s reputation as the Southwest’s leading heritage tourism authority
- Created sustainable media relationships for future campaigns
AWARD RECOGNITION
This campaign earned the 2024 PRSA Las Vegas Valley Chapter Pinnacle Award in the Media Relations category, recognizing excellence in strategic communication and measurable results achievement.