VALLEY METRO RAIL RAILVERSARY RECAP · 3 Railversary Recap Railversary Recap 4 The report was made...

VALLEY METRO RAILRAILVERSARY

RECAP

1 2Railversary Recap Railversary Recap

The strategy for the campaignand celebration included:• Telling positive stories• Generating support for future transportation initiatives• Improving public perception• Expressing community and rider appreciation through special

events, engagement and digital marketing• Reinforcing our community connections and partnerships

On December 27, 2018, Valley Metro celebrated 10 years of connecting communities and enhancing lives through light rail, which affectionately became known as the Railversary. With help from external stakeholders and community partners, a Quality of Life report was released that highlighted the economic impacts that Valley Metro Rail has created for the region. The goal for the 10-Year Railversary was to create awareness, improve public perception and celebrate this exciting milestone through a number of different tactics.


The report was made possible through data and statistics collected from our community partners:

Valley Metro Rail10-Year QualityOf Life Report

Report was released at media press event 12/6/18Nexa Apartments Community Room1221 E. Apache Blvd., Tempe, Arizona

• Nexa Apartments are an example of Transit Oriented Development and are located adjacent the Dorsey/Apache Blvd station

• Executive summary distributed to over 100 stakeholders, leaders and media

• In conjunction with press event, www.valleymetro.life microsite highlighting content was also released and had 284 visitors in the month of December 2018

• Infographics campaign launched in 2019 on social media driving visitors to microsite

Quality of Life Art and Photography Exhibit

• Visual and interactive experience that promoted key highlights from the Quality of Life report

• Tells the story of light rail and initiates the dialogue of what the future holds for the region’s riders

• In order to celebrate the Railversary and create awareness all year long, exhibit will travel to different locations throughout the cities of Phoenix, Tempe and Mesa in 2019

Building Communities + Enhancing LivesA QUALITY OF LIFE REPORT

City of Phoenix

City of Mesa

City of Tempe

Arizona Department of Transportation

Arizona State University

Greater Phoenix Economic Council

Gr:d Bike Share

LISC Phoenix

Maricopa Association of Governments


More than 200+ entries• Winning photos featured in the Quality of Life Art and Photography Exhibit

• Award ceremony for the First, Second and Third place winners at the Railversary celebration on 12/27/18

• People’s Choice Award voted on during Railversary event on 12/27/18

• Awarded People’s Choice Award winner, Zee Peralta, at seperate awards ceremony to create more social content

• Photos retained and used for future social media content posts

#InRailLife Photo ContestSocial media photo contest ran from 9/10/18 to 10/10/18. This community photography contest encouraged riders to take a photo on board or at stations that represented what light rail meant to them in order to tell the story of light rail through our riders’ eyes. Over 200 participants were entered for a chance to win awards and prizes.

1ST PLACEJEFF [email protected]

2ND PLACESAUL HAASE@SDHAASE

3RD PLACEJOE GUTIERREZ@JOEGPHOTOS

CONTEST WINNERS(FROM LEFT TO RIGHT) JOE G., JEFF B., SAUL H.


Railversary Celebration Event and Free Rail Rides

The Railversary was held on 12/27/18 at Talking Stick Resort Arena in downtown Phoenix. To commemorate the anniversary, free rail rides were offered just as they were 10 years ago on grand opening day.

• More than 45,000 riders traveled on the system that day, a 15% increase from the year prior

• The event was made possible thanks to sponsorship contributions amounting over $80k

HEADLINER: BLIND MELON


ARTS & CULTURE STAGE MARIACHI JUVENIL DE MI TIERRA (MARIACHI TRIO)

MICHAEL W. (CLASSICAL VIOLIN)

FIASCO (VAUDEVILLIAN SIDESHOW)

JOEY C.(AZTECAN DANCE)

KIDS AREARAILVERSARY TEA PARTY

DUCHESS

MAD HATTERFace painting by Sarah S.

RED QUEEN AMBER E.Hostess & Tea Party interactive lead

RABBIT & COOKPhoenix Youth Circus taught hula-hoop, juggling & rola bola to kids

VIP SNEAK PEEKHosted 400+ stakeholders, dignitaries, sponsors and community partners that heard remarks from CEO, Scott Smith, and presenting sponsors.

RIDER APPRECIATIONFeatured live music, entertainment, refreshments, giveaways, art exhibits featuring local artists, family friendly interactive zones, food trucks and much more.

RIDE AND SEEKDIGITAL SCAVENGER HUNTRiders were encouraged to visit 10 different destinations along light rail through all three cities — Mesa, Tempe and Phoenix for a series of photo challenges to win many wonderful prizes, receiving more than 300+ entries.

MEET AND GREET ARTSLINE ARTISTSPast ArtsLine artists also gave away commemorative postcards and showcased their amazing art!

• Zee Peralta • Bill Dambrova• Such Styles (Noe Baez) • Lauren Lee

MASCOT APPEARANCESSpecial visits and photo opps by the Phoenix Suns Gorilla, ASU’s Sparky, Diamondbacks Baxter the Bobcat, Right & Rong (Rail Respect the Ride Ambassadors).

Featured Programming



RAILVERSARY MUSIC STAGESponsored by PHX Night Market

EMCEE VANESSA RAMIREZ(Channel 12 News and DiamondbacksIn-game Host)

RAILVERSARY KICK-OFF PARTYFeaturing DJ Decipha, along with LIVE 101.5’s Morning Mess, featuring Joey Boy, Aneesh and Natasha Castles

LANE CHANGE

HEADLINER: BLIND MELON

DOUGIE DREW & THE ACADEMY



FOOD TRUCK EXPERIENCESponsored by PHX Night Market

A street closure permit was obtained for First St, the street next to Talking Stick Resort Arena. The street closure permitted local food trucks to provide event attendees an opportunity to experience a variety of local delicacies while they attended the Railversary.

OUTDOOR EXPERIENCEAERIAL AND STILT ACROBATICS

INTERACTIVE RAILVERSARY MURAL

FIASCO STROLLING(Entertainer/Juggler/Unicycle)

SUCH STYLES & CHAMP STYLESLive Graffiti Art

LIVE ART TABLEInteracting with public andhanding out giveaways

Food trucks included:

• Chinoz Grill

• Elote Man AZ

• Herb n’ Smoke

• Mediterranean Majik

• Ohsogood Mini Donuts

• Pourjo Coffee


The Railversary Ride and Seek Digital Scavenger Hunt was another unique feature of the celebration. It encouraged riders to ride light rail to take a series of photo challenges from Phoenix, Mesa and Tempe at select events, landmarks and businesses.

Most prizes were donated by community partners and ranged in value and interest, from Kelly Clarkson and ASU Football tickets to downtown experience prize packages from each participating downtown city organization. Grand prize was $1,000 of gift cards to local resturants and box offices along light rail alignment.

Railversary Ride and SeekDigital Scavenger Hunt

30

0+

entr

ies

9 avg. photos per participant

65% of participants went to at least 5 out of the 10 scavenger hunt stops

81% of participants participated in the scavenger hunt with family or friends


30

9k+

Impr

essi

ons

137k+ Reach

2,147 Unique Clicks

2,5

39

Event R

esponses

@azfoodieIG Following: 74,500

FB Following: 37,344

Impressions: 248,764

2 IG + 4 IG stories + 2 FB

Engagement: 2,596

Views: 25,610

Clicks: 33

@mizzamber

IG Following: 16,400

FB Following: 9,538

Impressions: 72,955

2 IG + 8 IG stories + 2 FB

Engagement: 934

Views: 25,823

Clicks: 29

@vanessa_host

IG Following: 16,600

Impressions: 150,877

2 IG + 16 IG stories

Engagement: 1,650

Views: 117,877

Clicks: 2

For the first time ever, local influencers were integrated into the messaging of the campaign and promotion of the event. Three local influencers were recruited to promote messaging and the event with organic posts that provided quantifiable metrics to measure impact of impressions and views.

Influencer Marketing


Social Media

Facebook Posts

• Organic reach: 32,068

• Paid reach: 150,526

• Total engagement: 3,943

• Post clicks: 2,993

• Reactions/comments/shares: 950

• 3-sec video views: 17,471

• Number of videos: 14

Twitter

• Total impressions: 84,715

• Media views: 4,418


• Engagements: 1,301

Instagram

• Total reach: 10,617

• Total likes: 1,203

• Video views: 2,999


Facebook Railversary Event Page

• Organic reach: 225,029

• Paid reach: 185,989

• Page views: 10,900

• Total engagement: 6,200


Television, Radio, Web

• Calculated total ad value: $102,526

• Calculated publicity value: $307,570

• Estimated ratings: 25,254,247

• Page views from web articles: 267,399,520

Print Only

• Calculated ad value: $12,670



• Page views: 224,941,148

Targeted PR Efforts by Valley Metro

• Calculated ad value: $42,338



• Page views: 220,212,022

• Other efforts not quantified: AZ Republic Op-ed, East Valley Tribune Op-ed, AZ Capitol Times 8-page Special Section

Traditional Media ReachMedia Summary Item Type

99.9 KEZ - 3 hits (Beth & Friends) Radio

KJZZ - 9 hits (The Show/Morning Edition) Radio

KSLX - 2 hits Radio

KTAR - 14 hits (AZ Morning News/Bruce St. James/Mac and Gaydos) Radio

KYCA - 1 story Radio

Live 101.5 - 4 hits (Natasha Castles/The Morning Mess) Radio

12News - 8 hits (4:30-7am/4pm) Television

3TV - 12 hits (4:30-10am/4pm/8pm/9pm/10pm) Television

ABC15 - 12 hits (Mornings/11am/The Now/10pm) Television

CBS5 - 8 hits (4:30-7am/Noon/5:30pm/10pm) Television

FOX10 - 20 hits (4:30-10am/Noon/4pm/5pm/6pm/10:30pm) Television

KUTP (FOX10 sister channel) - 2 stories Television

KVOI (Tucson) - 1 story Television

PBS - Horizon - 2 shows Television

PBS - Horizonte (spanish) - 1 show Television

Telemundo (Phoenix) - 1 story Television

Telemundo (Tucson) - 1 story Television

12News - 1 story Web

3TV - 2 stories Web

ABC15 - 1 story Web

Arizona Builder's Exchange - 2 stories Web

Arizona Capitol Times - 1 story Web

Arizona Republic - 4 stories Web

East Valley Tribune - 2 stories Web

FOX10 - 4 stories Web

KJZZ - 4 stories Web

KTAR - 2 stories Web

PBS - 1 story Web

Phoenix Business Journal - 2 stories Web

Phoenix New Times - 2 stories Web

Tempe in Motion - 4 stories Web


Eleven event banners were donated to the Women’s Empowerment Program at Lutheran Social Services of the Southwest that uses them to up-cycle the banners into woven bags/craft materials with proceeds going straight back to the program.

Special Mention

Event was made possible with the hard work of our volunteer staff

49

Employees

268

Hours

27 Railversary Recap

VALLEY METRO RAIL RAILVERSARY RECAP · 3 Railversary Recap Railversary Recap 4 The report was made...

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