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Home My WebLink About01. June 20-2024-VLMDAC-BOARD PRESENTATIONVLMDAC BOARD MEETING JUNE 20, 2024 Agenda I. Minutes Approval Action Requested of Board II. Monthly Financial Report (5 minutes), Jake Shipe, Town of Vail III. INFORMATION & DISCUSSION UPDATES ●PR Update (30 minutes) Kristin Yantis, MYPR ●Mexico Update (15 minutes) Sylvia Rivera ●Vail Brand Update (5 minutes) Liz Gladitsch, Town of Vail ●2025 Campaign Update (20 minutes) Lumenati and 970 Design ●Mountain Lore Video Series (20 minutes) Miles Partnership ●Town of Vail Updates ●Other Business ●Adjournment MINUTES APPROVAL Minutes Approval Action requested of board to approve the May 16 minutes. FINANCE UPDATE 2024 CAMPAIGN UPDATEPR UPDATE Q1 PR Update Preparing for Q2 In-Market Travel, Events + SMT Media Pitching ●What’s New Release ●New Culinary Trails Release ●Ongoing Pitching Visiting Journalists Program ●Individual ●June Trip - Four Seasons ●September Trip - Sonnenalp Paid Storytelling · · Q1 Results Vail Breckenridge Aspen Q1 Results Qualitative Coverage Vail ●Events/festival ●Hotel roundups ●Top family road trips syndicated story Breckenridge ●Yelp’s top US family friendly destination story (multiple outlets) ●HGTV’s “Battle on the Mountain” Aspen ●Summer events - heavy on speakers/presenters for various festivals ●New experiences as part of Jazz Aspen Snowmass ●Top family road trips syndicated story · · Sample Coverage Sample Coverage Sample Coverage Early Q2 Update Summer PR Partners Mtg In-Market Travel ●LA Media Mission ●Adventure Travel Trade Association ELEVATE Conference ●Denver Media Event ●Mexico Media Event Visiting Journalists Program ●June 20-24 - Four Seasons ○Freelance Virtuoso, Nat Geo, Wall Street Journal, Architectural Digest, Shondaland and others ○Freelance writer Vulture, Vice, New York Magazine, others ○Freelance writer JustLuxe.com, Philadelphia Style, host That Greenwich Life Podcast Early Q2 Update Visiting Journalists Program ●June 22-26 - Mexico Press Trp ○Aire/Quien ○Central ○L’Beaute ○Life and Style ○RSVP ●Sample Individual Visits ○Travel writer Saturday Evening Post ○Freelance Yahoo Life, Business Insider, MSN, Yahoo, etc. ○Freelance Travel & Leisure, Conde Nast Traveler, Thrillist, Afar ●Sept. 12-16 - Sonnenalp ○Freelance writer Wine Enthusiast, Food & Wine, Backpacker & 5290 ○Life & Style Editor Westchester magazine Satellite Media Tour Kickoff To Summer SMT ●Travel Expert Jeanenne Tournatore ●Nearly 20 segments ○Nationally syndicated programs ○Chicago ○Denver ○Rochester ○Detroit ○Atlanta ○Austin ○Houston ○Salt Lake ○Phoenix ○ABQ Satellite Media Tour Denver Media Event Discover Vail Summer Media Kickoff Dinner on June 12 ●Sweet Basil, Root & Flower, Slope Room & Makoto ●14 Journalists ○5280 ○303 ○Denver Life ○Wine Enthusiast ○Travel & Leisure ○Denver Post ○KDVR ○9 News ○Outside ○Nat Geo ○Thrillist ○Business Insider Sample Q2 Coverage Sample Q2 Coverage Sample Q2 Coverage Sample Q2 Coverage Sample Q2 Coverage Looking Ahead - Q3 Hosting! Hosting! Hosting! Pitching! Pitching! Pitching! ●Fall tipsheet Paid Storytelling ●Update in July · · MEXICO UPDATE Mexico In Market Event We held a powerful Discover Vail Media in market event in Mexico City hosting the 50 Tier 1: Travel, Lifestyle, Social and Trend oriented Media outlets in the country, to share Vail Summer touristic, gastronomic, cultural, active and relaxation offer, as well as all 2024 summer and fall news. The event took place at the hippest gastronomy venue: design awarded cooking studio owned by renowned mexican Chef Estrella Jafif, located at the most upscale neighbourhood in Mexico, “Las Lomas'', starring Sweet Basil & Mountain Standard team, led by Executive Chef and Partner Paul Anders who did an OUTSTANDING 5 course menu lunch, underlining the recent Colorado Michelin Guide recommendation, leveraging the already high perception mexicans have of Vail´s culinary offer excited to have the masterminds behind mexican´s two favorite restaurants in Vail, Chefs are Mexico´s new rockstars. We added the cultural component with live music presented by a chord quartet part of Sinfónica de Minería, the most celebrated Orchestra in Mexico and first Latin Orchestra that will have a residency at the Bravo! Vail this year. It was a truly successful event that immediately reflected in extensive social posts and newspapers, radio, magazines, blogs, web pages coverage. Timing was perfect since the Easter holidays in Mexico had just ended precisely when the Mexican society that is Vail´s target begins to plan and conceive their Summer vacations. Presenting such a dear destination with local representatives in market strengthens the bond between Vail and Mexico and generates way more buzz. Media Attendees REACH ** LINK to Tier 1 Mexico media outlets media kits BRANDING BRANDING EVENT EVENT SOCIAL SOCIAL ARTICLES 2025 CAMPAIGN UNFOLDING DAYS Overview: Closely following a family and a couple through their entire vacation, we present a series of connected, authentic moments and real sounds that capture the essence of the Vail experience. We aim to highlight the profound, genuine, relationship-enhancing experiences that characterize a Vail stay, encouraging longer visits and deeper connections with the destination. Next Steps: Finalize Creative & Begin Pre-Production ○Sources for ideation: Town Of Vail Strategic Goals, Industry Trends from Miles, Customer Data from BAAG, and Brand Pillars from Resonance. MOUNTAIN LORE VIDEO SERIES A seismic shift is happening. Entertainment-first content is winning. And the dollars are following. 39 40 THE WORLD WE LIVE IN NOW COOKIELESS, AD BLOCKED, & GNAT-LIKE ATTENTION SPANS 40 — TRENDS — ➔32.8% of internet users use ad blockers in 2024. That’s 912 million worldwide. ➔57% of streaming subscribers pay a premium for an ad-less viewing experience. TRENDS: YA BLOCKED! It’s more difficult to create interruption than ever before. 41 The consistent finding across multiple reports is that a significant portion of marketing dollars previously allocated to traditional ad channels is now being redirected into investments in content creation, content marketing staff, tools, and paid content distribution. 42 ONLY UP FROM HERE “Branded content is 22x more engaging than display ads.” — Forbes 43 75% of travelers rely on social media for travel inspiration. ➔78% of users seek “funny or entertaining content.” ➔YouTube is the #2 search engine in the world, built on the #1 search engine. ➔40% of Gen Z-ers search YouTube, TikTok or Instagram before Google. ➔Storytelling can boost conversion rates by 30%. TREND: SEARCHING FOR ENTERTAINMENT 44 Sources: 1 2 3 4 5 “Not all customers are in the buying phase; they may just be exploring and trying to find a brand they can trust. Ultimately, they’ll likely choose the brand that has built trust through non transactional content.” — Forbes IT’S ABOUT TRUST OVER TIME 45 As their CEO stated, Mattel is transforming “from an investment perspective into a high-performing IP company.” MATTEL 46 70% of GenZ and Millennial travelers said they want to plan a trip to a destination after seeing it on a TV show or movie. — American Express (Global Travel Trends) TRENDS: “SET JETTING” 47 “Breaking Bad raked in nearly $70 million in tourism revenue, and that’s not including the direct economic impact of Sony’s filming budget.” BREAKING BAD 48 — Richard Berry, Former Albuquerque Mayor “Heavily featured in the first season, The Don Cesar offered a Life’s Rewards package, which resulted in over $300,000.” LIFE’S REWARDS 49 — Ryan Thompson SVP, Miles Partnership MOUNTAIN LORE LOGLINE Every destination is shaped by its own history and folklore. Mountain Lore explores the origins of these stories to connect the present day with the richness of the past. 51 STYLE ●Following in the oral tradition, an engaging scripted narrator will tell the story, incorporating interview soundbytes with subject matter experts and/or first-hand accounts to further enrich the narrative. ●The pace of the edit is uptempo but clean, avoids overly complicated transitions, allowing the viewer to appreciate the beauty shots of the destination. ●Archival footage and photography, existing footage, stylized graphics and new footage will be leveraged achieving a visual pastiche of textures and imagery, adding to the richness of the story. 52 TONE ●Warm, inviting, light-hearted. The story pays homage to the person(s) and/or event(s) without feeling stuffy or overly serious. 53 Story Concepts 54 Green Gold The Lettuce Bo o m o f t h e 1 9 2 0 ’ s L a s t i n g I m p a c t Homesteaders to Gore Creek Valley came to farm and ranch and for a brief time in the 1920’s, this area was known as the Lettuce Capital of the U.S. Thanks to good rail access via the Denver & Rio Grande which connected Colorado to the East, good growing conditions and plenty of ice available to keep fresh produce chilled, lettuce farming had its moment in the Valley. However, with time the industry would collapse, but the farming community has endured, blossoming into a popular Farmer’s Market and a world-class culinary scene grounded in locally-sourced ingredients. Possible Locations/Activities Featured:-Vail Farmer’s Market-Gravity Haus-The Hythe Chef-Led Farmer’s Market & Cooking Demo-Christensen Ranch-Peak Greens Microgreens-Sweet Basil-Vail Village Food & Walking Tour 55 The Name Game The history be h i n d s o m e o f V a i l ’ s m o s t f a m o u s Trails Vail is the largest ski resort in the U.S. – that’s a lot of trails to name. Here’s the backstory behind just a few of Vail’s famous trails and what kinds of mountain adventures you can experience all year round. Possible Locations/Activities Featured:-Pepi’s Face-Riva Ridge-Lost Boy-Forever-Transmontane-Head First-Lindsey’s-Hiking and/or Biking -Epic Discovery 56 The Fords The Presidenti a l F a m i l y L e a v e s a L a s t i n g L e g a c y A few short years after Vail officially opened to the public, Gerald Ford came to Vail while a member of Congress in 1968 and bought a condo at The Lodge at Vail shortly thereafter. Fast-forward a few years later and now President Ford’s “winter White House” positions Vail on the global stage. There’s no better way to promote your burgeoning ski resort than having the White House press corp do it for you. The Fords’ lasting legacy can be found in a variety of places around town. Possible Locations/Activities Featured:-Ford Park-Betty Ford Alpine Gardens-Gerald R. Ford Amphitheater-Vail Golf Course-Lodge at Vail-Trail 38 The Fords were a popular topic among submissions, a few additional insights were submitted that we could tie into this concept: -Origins of the Vail Dance. As the "lore" goes - the Bolshoi Ballet has a cancellation in their schedule and Betty Ford was an avid dancer. She had contacts at the Bolshoi and got them to come to Vail to perform. That was the start of the Vail Dance Festival. -Golf in Vail. https://www.vaildaily.com/news/vail-valley-golf-past-present-and-future/ There is more of a story behind the impetus to build the Vail Golf Course and the story behind its construction. Beth Slifer may have some insights and I'm sure the details are noted in Rod's book. However, golf has a unique history in Vail with the Jerry Ford Invitational where Bob Hope and others played with the president - https://en.wikipedia.org/wiki/Jerry_Ford_Invitational -Creation of the Betty Ford Alpine Gardens. https://bettyfordalpinegardens.org/about/ Here is a link to the history of the gardens. The gardens have really evolved over the years with the new education center, some great programming including Chefs in the Garden and Yoga in the Gardens. There even is a book with some great background and although their team can speak to many of the stories. Susan Ford is still on their board and may possibly be willing to talk about her mom's passion for gardening, how the gardens were created and how they have grown over the years. - 57 The Fords The Presidenti a l F a m i l y L e a v e s a L a s t i n g L e g a c y 58 Tyrolean Villag e s o f t h e R o c k i e s Vail and Lionsh e a d Earl was a local to Valley. Pete was a 10th Mountain Division veteran. The founders of Vail had big dreams that helped shape this unique mountain utopia and while the area has grown considerably, there’s much to explore in Vail that maintains a connection to its interesting past. From the origins of its remarkable Tyrolean architecture (and other European connections) to the numerous businesses that have been there from the start, Vail and Lionhead village are filled with historic gems hidden in plain sight that can still be enjoyed today. Possible Locations/Activities Featured:-Colorado Snowsports Museum-The Lodge at Vail-Vail Walking History Tour-Gasthof Gramshammer-Sonnenalp Hotel-Red Lion-Clock Tower-Covered Bridge-The Yellow Gondola A few submissions would tie neatly into this concept: -How a German hotel, which opened before Vail was even a vision came to our small, mountain community. The origins of the Sonnenalp Hotel - https://sonnenalp.com/our-story/ -Vail's First Phone Line. It's tough to think of a day when you couldn't call someone from Vail, but as the story goes, Lodge at Vail was home to the first and only phone line in town. I don't know who made the first phone call, but supposedly the first phone call was made from Vail to Aspen. I'm not sure what the tie through would be but maybe it's a focus on Lodge at Vail and its storied history - first hotel. - 59 Tyrolean Villag e s o f t h e R o c k i e s Vail and Lionsh e a d As submitted: Origins of GoPro Mountain Games. Although this origin story isn't as old as others, this iconic event got its start from a few young professionals that had a passion for making Vail fun and interesting. In particular, Joel Heath who handled marketing for the Vail Valley Tourism & Convention Bureau kept coming up with crazy events to drive ppl to visit Vail in the summer like big wheel races down bridge street. Another idea was the Jeep Whitewater Festival that kicked off summer. This event evolved into the Teva Mountain Games and now GoPro Mountain Games. It started as a whitewater festival and has evolved to be the largest celebration of outdoor mountain sports. I bet we could get Joel as an interview subject. 60 Origins of the G o P r o M o u n t a i n Games Deliverables •(5) 2-3 minute episodes •(5) up to 60s vertical shorts (9x16 and 1x1) •(8) up to 30s Trail-specific vertical shorts (9x16 and 1x1) •(50) Hero images •(200) Lightly Color Corrected Outtakes •Rights to all raw b-roll footage ($25k value) Episode Distribution •Places.Travel YouTube •DiscoverVail.com / Owned Channels 61 PRODUCTION VAIL BRAND UPDATE Vail Brand Update Resonance is conducting a survey with the two logo options. Survey results to be presented at next VLMDAC Meeting. TOWN OF VAIL AND SPECIAL EVENTS UPDATES Thank you! Upcoming Meetings: VLMDAC Board Meeting Thursday, July 18, 2024, Grand View Room