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HomeMy WebLinkAbout01. September 19 VLMDAC MeetingVLMD OPERATING PLAN DRAFT SEPTEMBER 19, 2024 Agenda 1.Minutes Approval (1 minute) Action Requested of Board: Approve minutes 2.Monthly Financial Report (5 minutes), Jake Shipe, Town of Vail 3.2025 Operating Plan Update (15 minutes) Mia Vlaar, Discover Vail DMO 4.Strategic Planning Preparation (90 minutes) Discover Vail Partner Group and DMO 5.Vail Brand Update (30 minutes) Liz Gladitsch, Discover Vail DMO 6.Special Events Update (5 minutes) Jeremy Gross, Discover Vail DMO 7.Other Business 8.Public Comment 9.Adjournment MINUTE APPROVAL 2024 CAMPAIGN UPDATEMONTHLY FINANCIAL REPORT 2025 OPERATING PLAN UPDATE STRATEGIC PLANNING PREPARATION DISCOVER VAIL STRATEGIC RETREAT •Steve has worked more than 30 years for and with non-profits, trade associations, and professional societies •Focusing on areas of strategy, leadership development, communication, membership and executive management. •Brings a practical knowledge of strategy and executive leadership LEADERSHIP OUTFITTERS DR. STEVE SWAFFORD - IOM, CEO Strategic Retreat Timeline -TBD in Sept: Steve Swafford will meet with VLMDAC who can not attend retreat -9/30: VLMDAC and others to complete advance survey coming from Steve -10/8: Attendees to pre-read “strategy and keeping it high level” coming from Steve -10/9-11: Travel and Strategic Planning Offsite -11/21: Initial Strategic Plan Report Out at VLMDAC monthly meeting Destination Marketing Advertising Regional Chamber Group Sales Air Service Communications & Public Relations Social Media / Content Public Relations Research & Data Analytics Special Events Strategic Development Sponsorship Permitting & Production The Vail Experience Customer Service Training Welcome Centers Community / Engagement Stewardship Local Business Chamber Business Development Entrepreneurship VLMD (Town Council) Tourism & Econ Dev Director VLMDAC Board Tourism & Econ Dev Admin DISCOVER VAIL FUTURE STRUCTURE -Paid media strategy, buying and optimization -Content strategy and execution -Strategic consulting and research -Video & Photo production MILES PARTNERSHIP MILES DISCOVER VAIL MARKETING ECOSYSTEM -Domestic + International Public Relations -Paid Storytelling Program - influencer + bloggers partnerships MALEN YANTIS PR MYPR -Group Sales -Destimetrics Research oversight -Lodging Liaison VAIL VALLEY PARTNERSHIP VVP -Website management -2024 Campaign design and production 970 DESIGN 970 -Data strategy -CRM (email) strategy BROWN ANALYTICS BAAG TOWN OF VAIL TOURISM & ECONOMIC DEVELOPMENT TOV Strategic direction and management of DMO Partner group Board Liaison Management of board meetings, budget, planning, social media Destination Marketing Communications & Public Relations Research & Data Analytics MIA VLAAR Tourism & Econ. Dev. Director •Primary VLMD Representative •VLMDAC Board Liaison •Partner oversight •Strategic Planning •Special Events management, oversight & contracting •In-resort experience JEREMY GROSS Events LIZ GLADITSCH Marketing Specialist •Day to day VLMD contact •Partner oversight •Management of contracts, budget, partner group •Website/social oversight ABBY OLIVEIRA Admin •Invoicing, planning •Event sponsorship oversite DIANA RAMIREZ Content Specialist •Daily management of social channels, website content AMANDA ZINN Welcome Center Manager •Oversees both Welcome Centers •Trail Host Program •Community Host Program TOWN OF VAIL WHO WE ARE WHAT WE DO POWER TEAM BEHIND THE SCENES CARLIE SMITH Finance Director JAKE SHIPE Finance Manager TJ JOHNSON IT Manager TOWN OF VAIL: MARKETING WHO WE ARE WHAT WE DO •Town Manager's Office •VLMD/Town Council including budget and report out on plan and results •Legal support of VLMD and VLMDAC •Finance Department Support •Welcome Center / The Vail Experience •Vail Mountain Relationship •Work with Town Council and Town Manager to align and strengthen Vail Experience •Other Town Departments relating to Special Events •VCBA and Business Community LIAISON WITH OTHER TOWN DEPARTMENTS Marketing The Vail Experience Responsible for leading the town’s marketing, research and special events initiatives with the goal of retaining and attracting visitors and business to Vail and growing its year-round economy VLMD Partner Oversight and Management Facilitate an open and direct relationship between the VLMDAC and vendors within the confines of publicly funded legislative mandate. Discover Vail partner and vendor contracting. Data Oversight and coordination of in-resort data collection Finance Budget Management – Management of budget, reporting, revenue and accounts receivable TOWN OF VAIL: SPECIAL EVENTS WHO WE ARE WHAT WE DO •48 Events Sponsored in 2024 •Approximately 60 event permits reviewed annually •Over 330 event days per year •$650k Event Marketing Spend by sponsored events •$716K Event Attendees EVENT HIGHLIGHTS Special Event Sponsorship Develop the annual RFP for the special event sponsorship program and evaluate sponsorship benefits and the overall sponsorship request. Special Event Production Produce town owned events including the Vail America Days Parade, early season activations (Revely and Holidays), Local Appreciation Events (Early season kickoff and End of Season Bash), etc. Special Event Development Work with partners to explore and develop new event opportunities such as Après at the Amp, which came from an RFP that we published to replace Snow Days concerts. On an ongoing basis, keep up with event trends and best practices, and continue to work with event partners to improve or enhance events. Permitting Manage the permitting process for Special Event Permits, Photo and Video Shoot Permits, Amplified Sound Permits, and Special Business Promotions Permits. Work with all Town Departments and Vail businesses to minimize impacts and maximize opportunities with special event operations. TOWN OF VAIL: THE VAIL EXPERIENCE WHO WE ARE WHAT WE DO Community Host Program •50 hosts in summer and winter – red coats in town •Volunteer position with eligible benefits •Community Partnerships with Vail Mountain Guest Services, Trail Host Program •20 hosts in the summer, concentrate on the East Vail Trails •Volunteer position with eligible benefits •Community Partnerships with Care for Colorado, Leave no Trace, Vail Valley Mountain Trail Alliance, (VVMTA) and UFS HOST PROGRAMS Vail Village and Lionshead Welcome Centers ●Welcome Centers became part of the TOV in 2016 ●Two Welcome Centers, Vail Village and Lionshead ●Open 365 days a year, daily ●9 staff, 2 full-time, 7 part-time ●Over 120,000 visitors a year ●Operating budget: $80,000 Vail Village and Lionshead Welcome Centers ●Remodel in 2022 Customer Service Training (Prima Vail) ●Employee Recognition ●Employee Engagement ●Employee “Training” WHO WE ARE WHAT WE DO Laura Libby President 20+years Experience in Tourism; 11 yrs at Miles. ●Industry strategy, relationship and account-level optimization. BEN WALTON Account Director BETH WRIGHT- CHEESEMAN Project Manager IVY VAUGHN Media Supervisor CAITLIN ROW Senior Content Manager EMILIE DELONG Supervising Producer, Odyssey Studios 9yrs of Experience in Account Mgmt; 6 at Miles. ●Oversees account strategy, execution and project management. 10yrs Experience Project Mgmt.; 3yrs at Miles ●Oversees day-to-day operations & client communication. 10yrs Experience in Media Strategy; 3yrs at Miles ●Plans, executes & optimizes Discover Vail’s diverse media strategies. 15yrs Experience in Content Strategy; 5yrs at Miles. ●Spearhead Discover Vail’s Digital-Content SEO Strategy ●Supports eNews Program & Website Optimizations 19yrs Experience in Production; 17yrs at Miles ●Concepts new creative ideas, like Mountain Lore. ●Oversees production from start to finish. MILES PARTNERSHIP Team Leads WHO WE ARE WHAT WE DO MILES PARTNERSHIP Account & DMO Marketing Strategy Media Strategy, Buying & Optimizations SEO and UX-Informed Content Strategy Strategic Consulting & Analytics Videography & Photography Production Leverage Miles' DMO expertise to drive Discover Vail's marketing and promotion efforts. The team bridges strategy and execution, using their deep knowledge of the DMO landscape to deliver results. Develop and execute paid media tactics in support of key marketing initiatives, such as visitor awareness, destination affinity and consideration and visitation. Digital Content & SEO Strategy including the annual content plan, content strategy and optimization, new content production, UGC, personalization (Bound), eNews support and reporting for DiscoverVail.com to grow our SEO presence and ensure seamless on-site UX. Monthly analytics reporting to distill insights and trends from Google Analytics to maintain a pulse on site traffic, user behavior, acquisition and top pages. In addition, share industry insights and research opportunities. Execution of Mountain Lore video series to expand Discover Vail’s reach to tourism consumers through the production and amplification of content for film, television, and digital platforms. Account Services & Strategy Debbie Johnson, Sr. Vice President Mina Robertson, Vice President C.A. Clark, Vice President of AI Media Strategy Danelle Amos, Vice President of Media Carolyn Silverberg, Sr. Paid Media Analyst Jesse Lambert, Sr. Paid Media Analyst Analytics, SEO & Content Andria Godfrey, Vice President of Data Science Justin Gibbs, Director of Strategy & Insights, SEO Tracey Chopek, Content Coordinator Video & Creative Claire Wingate, Head of Product & Operations Marissa Valentine, Head of Promotion Michael Sifuentes, Creative Director SERVICES SUPPORT WHO WE ARE WHAT WE DO Miles is a strategic marketing consultancy focused exclusively on travel and tourism. We are champions and purveyors of positive change, igniting the belief that travel improves lives and strengthens communities. ●100% Travel & Tourism Focused ●375+ Marketing Experts; 6.5 year avg. tenure ●8-Year Average Client Relationship ●$500,000 in public, industry research ●Strong Industry Relationships: E.g. Destinations International, U.S. Travel, Brand USA, One West Tourism Alliance, Future Partners, Civitas, Longwoods, Phocuswright, Tourism Economics ●200+ Tourism & Hospitality Brands ●$200+ Million in Media Trafficked Annually ●$33M+ Million in Industry Participation ●145 Awards Won for Our Clients in the Last 3-Years Core Services: ●Industry Leadership & Education: E.g. AI Opener, Wayfinder, Tourism Exchange, Coraggio Group ●Strategic Consulting & Custom Research ●Media Strategy, Planning & Buying ●Branding & Creative Services ●Original Programming, Content & Video Production ●Digital Development Services ○SEM & UX-Informed Content Strategy ○Accessibility Remediation, Content & Technical ○Email & CRM Management & Strategy ●Cooperative Advertising Management ●Diversity, Equity & Inclusion Strategy Consulting ●Print Publishing & Distribution Travel & Tourism Marketing ExpertsMILES PARTNERSHIP Miles Partnership Companies Global hospitality marketing consultancy Independent trading desk London-Based integrated comms & PR agency Leading business consulting firm B2B digital tourism marketplace Premiere travel content studio SLADE COGSWELL Creative Director ●Lead creative for all web, brand, campaign, and experiential marketing efforts ●Oversees account resources to ensure project success ●Sends the bills TOM BULL Account Manager TJ SZEWCZAK Technical Director ●Oversees security, strategic direction, and all improvements on the site ●Manages team of three full-time WordPress developers ORI ANDERSON Designer ●Web design UI/UX expert ●Brand design ●Misc. graphic design support MICHAL BEDNARCZYK Producer •Daily management of all account activities •On-site production for 24’ + 25’ Summer Campaigns •Web and digital expert 970 Design WHO WE ARE WHAT WE DO Other Trusted Partners Lumenati Productions, Tom Cohen Photography JACK KARGL DESIGNER ●Campaign asset production ●Misc. graphic design support 970 Design WHO WE ARE WHAT WE DO ●Destination Stewardship Campaign ●Re-imagining the Revely Vail brand ●Graphic design support for VLMD in-town activations ●Custom interactive map ●Improved website administration RELATED & ALIGNED EFFORTS Website Management Host & manage the DiscoverVail.com website in our custom built, private server environment ensuring security and performance of the website. Summer Campaigns Develop and execute creative concept for 2024 and 2025 Summer Campaigns in conjunction with Lumenati. Website Design In the two years of managing the DiscoverVail website, there has been an overhaul of the website user experience, custom built unique features, and support of partner efforts. Brand & Graphic Design Brand and design to support Discover Vail as needed. Photo & Video Deliver photo and video content for Discover Vail as needed. ●Primary point person/day-to- day contact ●Oversees all aspects of the account Kristin Yantis Principal Amanda McNally Account Director ●Strategic planning ●Media relations and paid storytelling ●Media relations ●Media buying ●Influencer/socialit e relations ●In-market event planning Sylvia Rivera Mexico PR Consultant WHO WE ARE WHAT WE DOMALEN YANTIS PR WHO WE ARE WHAT WE DO CAPABILITIESMalen Yantis PR •Brand positioning, story development •Media relations – story placement in local, regional, national and international outlets •One-on-one meetings with editors, freelance writers and producers •Writing and development of media materials •Content development for websites, blogs and integrated campaigns •Individual and group FAM trips •Executive media training •Awards and accolades programs •Crisis communications preparedness and counsel •Business and entrepreneurial profiles •Product launches and grand opening celebrations •Community involvement and public awareness campaigns •Corporate responsibility programs •Strategic influencer and blogger programs •Internal communications Domestic Media Relations Drive media coverage through story development/key messages, press releases, FAM trips, in-market media visits, identifying new/emerging media trends and talent as well as ongoing media pitching Paid Storytelling Program Executing strategic influencer and blogger program Mexico Media Relations Manage Mexico PR partner Sylvia Rivera Community/Partner Relations Build relationships with partners in the community to promote/support through public relations efforts including CTO, hotels, restaurants, etc. VAIL VALLEY PARTNERSHIP WHO WE ARE WHAT WE DO ●Primary contact for VLMD & TOV ●Strategic leadership & industry relations ●Community liaison with state officials ●Lodging & air service support CHRIS ROMER President/CEO KIM BRUSSOW Director of Sales ●Lead group & meeting sales ●Strategic leadership with lodging & travel partners ●Host monthly DOS meetings ●Represent Vail at trade shows ●Liaison for VLMD and lodging ●Host seasonal updates ●Coordinate BookRipe listings & specials ● Assist with lodging outreach & data collection KAY SCHNEIDER Lodging Liaison VAIL VALLEY PARTNERSHIP WHO WE ARE WHAT WE DO ●One of Vail’s longest established organizations; 60+ years in the community ●25 year partner with the VLMDAC ●Community relationships – lodging, retail, restaurant, activity, transportation providers, destination management organizations ●Industry relationships - Mountain travel industry, mountain airports, mountain chambers & DMO’s, Colorado Tourism, Inntopia, and others ●Group FAM trips and site tour management ●Business community engagement ●Government affairs and statewide advocacy for tourism interests & relationships with local, state, and federal officials ●Manage EGE Air Alliance, bringing new flights to the Eagle County Regional Airport RELATED & ALIGNED EFFORTS Group Sales Drive group sales leads to lodging partners via a variety of travel/trade and marketing channels through a strategic partnership model with the lodging properties in Vail. Lodging Liaison Execute strategic lodging outreach, communications, and engagement with VLMD & DiscoverVail.com. Community & Industry Support Build relationships with partners in the community to promote/support VLMD initiatives and represent Vail’s interests at a regional and state level. Destimetrics Manage lodging occupancy reports and solicit property engagement and participation. Bob Brown Marketing Strategy & Analytics Account Lead ●Leads the data-driven marketing roadmap, driving our strategy and execution on gathering and using data insights to evolve marketing ●Responsible for bringing together all our disparate data sources to provide the team with tools and insights to improve our campaigns Naveen Chandra Analytics Lead Jeremy Coleman Technology & AI Lead ●Runs technology strategy, works with partners on establishing common technology approaches, and spends too much time talking about AI Cailin Ellis CRM and AI Operations ●Accountable for executing our CRM program and strategy and creating gen AI capabilities to personalize at scale to our rich first party database Jenna Luberto CRM Lead •Email guru charged with growing, improving, personalizing and scaling our CRM program WHO WE ARE WHAT WE DO Mike Fitzpatrick Analysis and Segmentation ●Creates segmentation models using our augmented first party data to look for group(s) to effectively target with personalized content Brown Analytic Advisory Group Brown Analytic Advisory Group WHO WE ARE WHAT WE DO ●Analytics serves as a center of excellence for all of our partner groups to provide them with analysis and effectiveness data - allowing them to create hypothesis based campaigns and effectively use our first-party data for top and bottom of the funnel marketing efforts ●CRM overlaps deeply with content marketing, website development, and the overall execution of our marketing program and goals ●Work closely with all of our partners to continue to evolve into a future where we have more data, on more customers that we can use to continue to increase our segmentation towards 1-to-1 marketing campaigns and strategies RELATED & ALIGNED EFFORTS Data-Driven Roadmap Create, evolve, manage, and maintain the ongoing program to guide all of our marketing efforts to use data to find the right visitors and turn them into frequent loyal guests for years Analytics and Insights Bring together all available sources of data from throughout our partner and service providers ecosystems to understand and apply insights to our marketing channels, and to then analyze and understand our effectiveness and contribution to our DMO goals CRM Strategy and Operations Continuously grow the size of, and increase the detail of our first-party customer database - and then with effective segmentation, scale our communications using Generative AI to provide relevant, timely, and personalized outbound messaging to our visitors and potential visitors to drive engagement and repeat visitation VAIL BRAND UPDATE Vail Brand Next Steps In June - May Town Manager approached Vail Resorts on the possibility of using the historic Vail logo. After the discussion and waiting for decision, Vail Resorts decided at the end of August that this would not be a possibility. Moving forward: ○September 2024: Using Logo 1 and Logo 2, do some careful and very directed survey of past guests and community members ○October 2024: Present findings at October board meeting ○November 2024: Decide on logo direction ○December 2024: Finalize brand platform including logo, additional brand elements and launch recommendations ○January-March 2025: new brand launch strategic planning, production and re-skin ○April 2025: Begin launch As a reminder, LOOKING BACK TO MAY 2024 on following slides: WHERE WE ARE TODAY Vail Brand Poll Results REFRESHER FROM MAY BOARD MEETING Vail Brand Poll Results REFRESHER FROM MAY BOARD MEETING Vail Brand Next Steps LOGO: ●Option 1: ○Move forward with the majority poll: Logo 2 ●Option 2: This was the decision in May ○Using Logo 1 and Logo 2, do some careful and very directed testing. Super important to ask the right questions. This will not be a deciding factor but add in the decision making ○Decide on which logo at June meeting ●Option 3: ○Revisit the logo design as a combination between 1 and 2 ○Using Logo 1, 2 and hybrid (3) do some careful and very directed testing. Super important to ask the right questions. This will not be a deciding factor but add in the decision making ○Decide on logo at a TBD date REFRESHER FROM MAY BOARD MEETING TOWN OF VAIL AND SPECIAL EVENTS UPDATE PUBLIC COMMENT Thank you! Upcoming Meetings: VLMDAC Board Meeting Thursday, October 17, 2024, Grand View Room