2005 Pro Awards Finalist
Best Use of Event Marketing
The Pace Trailgating Ranch combined the authenticity of cowboy-style, trail cooking with the time honored tradition of tailgate barbecuing. You may not be a cowboy, but you can grill like one. This program traveled from August, 2004 through March, 2005 and will head back out again in September. Six full-time Field Ambassadors took this program across the western United States executing 105 event days at 20 events, comprised of state fairs, NCAA & NFL football games, and a military base, as well as rodeos.
Results
- 1,138,000 guests visited the Ranch
- 2,470,200 Ranch impressions were created at the events
- 15,000,000+ saw us in the media via local affiliates and ESPN
- 37,360 people climbed aboard the "bull" for a photo
- 225,000 people attempted to lasso a giant, runaway Jalapeno
- Cooking demonstrations highlighted ease of use and fresh ingredients
- 140,425 food samples consumed
- 62,100 recipe booklets distributed
- 64,000 free bean and salsa coupons were distributed
- Pace Salsa was dropped into the concession pumps at select venues
