{"id":11611,"date":"2024-12-23T08:11:43","date_gmt":"2024-12-23T16:11:43","guid":{"rendered":"https:\/\/gycvegas.com\/?p=11611"},"modified":"2026-06-01T13:53:41","modified_gmt":"2026-06-01T20:53:41","slug":"home-history-how-a-local-heritage-festival-became-a-regional-destination","status":"publish","type":"post","link":"https:\/\/gycvegas.com\/case-study\/home-history-how-a-local-heritage-festival-became-a-regional-destination\/","title":{"rendered":"CASE STUDY: Home + History: How a Local Heritage Festival Became a Regional Destination"},"content":{"rendered":"\t\t
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CASE STUDY: Home + History: How a Local Heritage Festival Became a Regional Destination<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • \n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\tClient: Home+History Las Vegas<\/span>\t\t\t\t<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    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.<\/span><\/span><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    \"desert-modern-20\"<\/figure><\/div>
    \"art-vegas-40\"<\/figure><\/div>
    \"Home<\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t
    <\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    A Public Relations Success Story<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    THE CHALLENGE<\/b><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    THE SOLUTION<\/b><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    THE RESULTS<\/b><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    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\u2014earning the 2024 PRSA Pinnacle Award for Media Relations Excellence.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    THE CHALLENGE<\/b> <\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    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.<\/span><\/p>

    Key Objectives:<\/strong><\/span><\/p>

    • Increase ticket sales by 20% compared to 2023<\/span><\/li>
    • Generate at least 30 local and regional media coverage hits<\/span><\/li>
    • Expand awareness in key feeder markets: Los Angeles, San Diego, Reno, Phoenix, and Salt Lake City<\/span><\/li>
    • Position the festival as the premier heritage tourism destination in the Southwest<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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      STRATEGIC APPROACH<\/b> <\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Research & Intelligence<\/strong><\/span><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      Our team conducted comprehensive research to inform the strategy:<\/span><\/p>

      • Historical Analysis<\/strong>: Reviewed previous festival outcomes and approaches<\/span><\/li>
      • Market Research<\/strong>: Identified celebrities, architects, and notable figures with connections to both <\/span>Las Vegas and target markets<\/span><\/li>
      • Media Landscape Mapping<\/strong>: Developed targeted lists of journalists, bloggers, and outlets across <\/span>multiple DMAs<\/span><\/li>
      • Content Asset Development<\/strong>: Created a historic timeline of Las Vegas milestones for media use<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        Key Messaging Framework<\/span><\/strong><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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        We developed compelling narratives that positioned Home + History Las Vegas as:<\/span><\/p>

        • The Southwest’s Heritage Hub<\/strong>: Nevada’s longest-running annual heritage tourism event<\/span><\/li>
        • Authentic Vegas Experience<\/strong>: Showcasing iconic Vegas from a local’s perspective beyond The Strip<\/span><\/li>
        • Educational & Immersive<\/strong>: Offering expertly guided tours, seminars, and cultural experiences<\/span><\/span><\/li>
        • Preservation Champion<\/strong>: Supporting urban sustainability and community progress through education<\/span><\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          Multi-Tiered Media Strategy<\/span><\/strong><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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          1. Timeline-Based Approach<\/span><\/strong>
            • Long-lead Coverage (January-March): Travel and lifestyle features for advance planning<\/span><\/li>
            • Event Promotion (April): Local media and calendar listings<\/span><\/li>
            • Live Coverage (During Event): On-site interviews and real-time reporting<\/span><\/li>
            • Post-Event Analysis: Success stories and impact coverage<\/span><\/li><\/ul><\/li>
            • Content Diversification<\/span><\/strong>
              • Press releases announcing ticket sales and programming updates<\/span><\/li>
              • Customized pitches for different market segments<\/span><\/li>
              • Media alerts for time-sensitive coverage opportunities<\/span><\/li>
              • Targeted story angles for architecture, travel, and lifestyle publications<\/span><\/li><\/ul><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                IMPLEMENTATION<\/b> <\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                Strategic Timeline<\/em><\/span><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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                • January 24:<\/strong> Initial announcement of festival dates and early programming<\/span><\/li>
                • March 28<\/strong>: Expanded lineup with new tours and experiences<\/span><\/li>
                • April 16:<\/strong> Final media alert driving event attendance<\/span><\/li>
                • April 28:<\/strong> Post-event success summary<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                  Strategic Pitch Campaign<\/span><\/em><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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                  Our team executed over 25 distinct pitch campaigns, including:<\/span><\/p>

                  • Travel-Focused: “Las Vegas history beyond The Strip” for tourism publications<\/span><\/li>
                  • Architecture-Specific: Targeted pitches to design and architectural trades<\/span><\/li>
                  • Regional Customization: Market-specific angles highlighting local connections<\/span><\/li>
                  • Seasonal Timing: Super Bowl tie-ins and spring travel promotions<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                    On-Ground Execution<\/span><\/em><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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                    • Interview preparation and media training for NPF spokespersons<\/span><\/li>
                    • On-site media coordination during the four-day festival<\/span><\/li>
                    • Live segment support for television coverage<\/span><\/li>
                    • Photo and video capture for future marketing assets<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                      RESULTS<\/b> <\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                      Media Coverage Success<\/em><\/span><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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                      • 62 media placements across national, regional, and local outlets<\/span><\/li>
                      • Reached 3,449+ journalists through targeted outreach<\/span><\/li>
                      • 512+ million unique visitor minutes (UVM) in total media exposure<\/span><\/li>
                      • Coverage span: National publications (Atomic Ranch, Yahoo! Life), regional outlets (Travel<\/span>
                        Nevada), and local broadcast (KSNV Ch. 3, FOX 5)<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                        BUSINESS IMPACT ACHIEVEMENT<\/b> <\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                        Ticket Sales Growth<\/em><\/span><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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                        • 33.3% increase in ticket sales compared to 2023 (exceeded 20% goal by 66%)<\/span><\/li>
                        • 17 events sold out (over half of all festival programming)<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                          Revenue Growth<\/em><\/strong><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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                          • 20.5% revenue increase compared to previous year<\/span><\/li>
                          • Exceeded minimum goal while establishing foundation for future growth<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                            Strategic Positioning Success<\/em><\/strong><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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                            • Established Home + History Las Vegas as a “must-attend cultural event on the West Coast”<\/span><\/li>
                            • Enhanced NPF’s reputation as the Southwest’s leading heritage tourism authority<\/span><\/li>
                            • Created sustainable media relationships for future campaigns<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                              AWARD RECOGNITION<\/b><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                              This campaign earned the 2024 PRSA Las Vegas Valley Chapter Pinnacle Award<\/strong> in the Media Relations category, recognizing excellence in strategic communication and measurable results achievement.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

                              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 […]<\/p>\n","protected":false},"author":3,"featured_media":5410,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seo_robots_primary_cat":"none","_seo_titles_title":"%%post_title%%","_seo_titles_desc":"See how GYC Vegas helped grow Home + History Las Vegas into a regional destination with 62 placements and a 33% ticket sales increase.","_seo_robots_index":"","footnotes":""},"categories":[226],"tags":[231],"class_list":["post-11611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","tag-client-homehistory-las-vegas"],"_links":{"self":[{"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/posts\/11611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/posts"}],"about":[{"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/comments?post=11611"}],"version-history":[{"count":41,"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/posts\/11611\/revisions"}],"predecessor-version":[{"id":12367,"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/posts\/11611\/revisions\/12367"}],"rdox:featuredmedia":[{"embeddable":true,"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/media\/5410"}],"rdox:attachment":[{"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/media?parent=11611"}],"rdox:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/categories?post=11611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gycvegas.com\/rdox-json\/rdox\/v2\/tags?post=11611"}],"curies":[{"name":"rdox","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}