Reno and demo is the same thing. The process has started.
The fact that i have been a rabid UL supporter for 45 years is the reason why i think the way i think. Ever heard the term USLing it?
And yes, you release new information now. Before you start a season ticket drive that's the carrot one would use to entice new ticket holders and generate excitement. You don't wait till the drive is almost over to start. It's called generating excitement and creating a sense of urgency. The way you speak suggests you work for the University which would explain your short-sighted vision.