VALLEY METRO RAIL RAILVERSARY RECAP
VALLEY METRO RAILRAILVERSARY
RECAP
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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.
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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
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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.
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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
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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
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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
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Featured Programming
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
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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
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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
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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
• Total impressions: 84,715
• Media views: 4,418
• Number of videos: 15
• Engagements: 1,301
• Total reach: 10,617
• Total likes: 1,203
• Video views: 2,999
• Number of videos: 13
Facebook Railversary Event Page
• Organic reach: 225,029
• Paid reach: 185,989
• Page views: 10,900
• Total engagement: 6,200
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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
• Calculated publicity value: $38,010
• Estimated ratings: 18,248,228
• Page views: 224,941,148
Targeted PR Efforts by Valley Metro
• Calculated ad value: $42,338
• Calculated publicity value: $127,009
• Estimated ratings: 18,533,069
• 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
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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
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