Hot August Nights looks to boost Web, marketing efforts

Hot August Nights is about old cars, not new tech.

Yet the Internet is at the heart of many a marketing plan, and organizers of Hot August Nights feel the event's Web site is not pulling its weight.

New management took on the job last spring: Don Schmid, executive director, came on board in March, and Steve Schroeder, president of Synergy Communications LLC, began working under a contract in late April.

Now that the crunch of pulling off the festival has passed, event organizers are taking time to evaluate and innovate.

"Now it's time to strengthen the infrastructure," says Schroeder.

For starters, that means making the Web site interactive.

In the past, says Schroeder, volunteers signed up on paper,which was then sorted by hand.

They need the ability to sign up online, and designate areas of interest.

That feeds directly into the upgraded database.

The event should then be able to pull a list of everyone from northern Nevada or from out of town, or sort by interest, he says.

Proposals from several vendors are under consideration.

Other plans:Market more to locals.

The new organizers were surprised to learn that many area residents leave town rather than battle traffic when Hot August Nights convenes.

"We want them to feel like they are also invited," says Schroeder.

But an especially vexing problem is the 2,000-name waiting list.

The event is capped at 5,000 participants.

Imposing a limit conveys and aura of exclusivity, a virtual "velvet rope" that fosters desire to get in.

The limit may be raised to admit an additional 500.

Still, says Schroeder, the event wants to actively involve the people on the waiting list.

That may be at a "second tier" pre-event.

Because most entrants drive and arrive from Wednesday through Sunday, the preceding weekend plus the first two days of the week looks like promising chronological real estate.

Interested sponsors are already lined up.

The team is also looking at expansion to other venues around town.And at revving up the smaller Spring Fever and Fall Frenzy events.Another possibility is a splashy kick-off to the main event, like a Las Vegas to Reno cannonball run, says Schmid.

But the director is most focused on ensuring the long-range survival of the event.He cites the need to keep Hot August Nights young.

"The baby boomers are getting old," he says."One day they will be physically unable to participate.We need to constantly engage youth."

To that end, he plans to create a youth subcommittee to find out what interests young people.

How? He names five ways:music, technology, sports, entertainment, and fashion.

Add a sixth: Franchising.

Several cities including Scottsdale,Ariz., and Palm Springs, Calif., have expressed interest.

However, Schmid adds,"Reno will always be the home of Hot August Nights."