Using events to deliver traffic in the off-season

This article isn't about music events, per se, but it does talk about an organization responsible for creating or attracting events to fill calendar gaps. It's a strategy worth considering for other locations: When do you most need to attract visitors and can you create an event which accomplishes this?

Q and A Pat Christenson, president of Las Vegas Events, 8/4/2006:

Q "Your organization works directly with the Las Vegas Convention and Visitors Authority to bring special events to Southern Nevada and to sponsor some of those events. What is the criteria for sponsorship?"

A "I think the most important thing is the time of year. We also focus on a more adult-oriented audience. Sometimes what we'll do during the summer — for instance with our basketball events — when occupancy is a little lower, we will shift a little bit. We currently have 1,100 basketball teams in town, close to 20,000 visitors with all their followers. But for the most part, the National Finals Rodeo, the World Cup Finals, we produce the fireworks on New Year's Eve, so we're looking at a time of year, especially in December — we're involved with the Las Vegas Marathon now — where we can bring an event that is going to drive incremental guests. That's the major criteria, pick a time of the year that we need it (visitors), that it's an adult-oriented audience, but we also look at co-branding, like the NBA All-Star Game and the USA Basketball game. Those have such great co-branding promotional value for the market."