Red Rock Rendezvous
Outdoor Industry Retailers Find Success with Red Rock Rendezvous
KPS3 Marketing has always had a passion for the outdoors and outdoor recreation, so the decision was easy to join a couple of the nations’ largest outdoor industry retailers – MountainGear and The North Face – as co-founders and marketing partners of Red Rock Rendezvous. This uniquely different rock climbing festival required creative marketing and promotions planning and tactics targeting a variety of audiences. Today Red Rock Rendezvous, held at Red Rock National Conservation Area outside of Las Vegas, is one of the largest climbing events in the nation – truly a success for our outdoor industry partners.
Detailed Event Management Helps Outdoor Industry with Red Rock Rendezvous
In addition to helping establish Red Rock Rendezvous, KPS|3 has served as the primary marketing firm for the annual event. Working with our outdoor industry clients, MountainGear and The North Face, KPS|3 developed the initial brand positioning, and uniquely “Vegas” brand look and feel. Each year KPS|3 creates new promotional materials in addition to managing public relations, publicity and media relations. We also handle media credentialing and management during the event.
KPS3 worked with the Nevada Commission on Tourism (NCOT), as well as private corporate and media sponsors to grow Red Rock Rendezvous. Media partnerships with Rock & Ice and Climbing magazines have created excellent reach within climbing media.
Using Electronic Media (Websites, Blogs and Email Marketing Campaigns) to Reach Outdoor Industry Audiences
Our true success with this event was through web-based communications and “buzz marketing.” KPS|3 identified how experienced and new climbers share information, and we targeted climbers’ blog sites and online climbing media entities. KPS3 provided electronic Red Rock Rendezvous e-materials for several of our outdoor industry sponsors for their customers and retailers, as well as to indoor climbing gyms around the nation. E-newsletters were also used to send materials to members and subscribers of the three non-profit organizations benefiting from the event; Access Fund, American Alpine Club and the American Safe Climbing Association (ASCA). Today, an online search for the Red Rock Rendezvous elicits an amazing number of mentions, past event photos and positive testimonial postings, all which illustrate a continuing success of the online viral marketing for the event.
KPS3’s Event Marketing Brands Red Rock Rendezvous with Las Vegas Style for the Outdoor Industry
KPS3 was instrumental in marrying the sport of rock climbing and the Vegas flair to create the initial brand of the Red Rock Rendezvous. The event’s Las Vegas showgirl graphics and “Vegas on Belay” theme is recognized nationally throughout the climbing community. With more than 1,000 climbers from Asia, Europe and every U.S. state participating in 2008, the Red Rock Rendezvous has become an internationally renowned rock climbing event and one of the largest climbing festivals in the nation for paid participants.
