Salt Lake New Year Celebration — Salt Lake’s New Year Celebration featured 3 days and 3 nights of music, action sports, theater, dancing leading up to the New Year, 2010. EVE replaced First Night, an established New Year’s Eve event in Salt Lake City that was aimed toward families with children. The Bombshells helped re-brand EVE for a younger audience making bold choices with unconventional marketing strategies, securing outdoor media and targeting a college crowed while not excluding the original family audience. The event had a strong community buzz with a party atmosphere.