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November 21 2024 VLMDAC Meeting PresentationVLMDAC Monthly Meeting November 21, 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.Strategic Planning Discussion (20 minutes) Steve Swafford and Board Action Requested of Board: Determine and Approve Working Groups 4.Special Event Funding (20 minutes) Jeremy Gross, Discover Vail DMO Action Requested of Board: Approve Special Events Funding Allocation 5.Vail Brand Update (15 minutes) Liz Gladitsch, Discover Vail DMO Action Requested of Board: Approve Brand Platform 6.Ripe Update (10 minutes) Kay Schneider, VVP 7.Summer Paid Media Results (45 minutes) Miles Partnership 8.Other Business 9.Public Comment 10.Adjournment APPROVAL OF MINUTES 2024 CAMPAIGN UPDATEMONTHLY FINANCIAL REPORT STRATEGIC PLANNING DISCUSSION Where We’ve Journeyed September/October ●Advance Feedback/Survey Comments ●Individual Interviews of Those Not Attending ●Strategic Thinking/Planning Session Where Are We Today? ACTION REQUESTED OF THE VLMDAC: ●Provide feedback on Strategic Plan & Purpose Statement draft Establish lead(s)/working teams/pairs for each key area and purpose statement Plan to Town Council in January Where Do We Go Next? (November to January) ●Town Council Presentation ●Working Teams/Pairs Ethos The foundation that guides core character, values, and strategic direction to Vail. 1.Build an effective and nimble structure to expand trust and confidence and advance the mission of the DMO 2.Introduce, through communication, the purpose and benefits of the DMO. Working Team VLMDAC 1: _______________________ VLMDAC 2: _______________________ DRAFT Vail Experience Influence, curate, and deliver authentic and welcoming year-round moments that create loyalty and a deep connection to Vail. 1.Elevate the Vail Experience. 2.Increase awareness of year-round destination. 3.Increase loyalty and connection. Working Team VLMDAC 1: _______________________ VLMDAC 2: _______________________ DRAFT Community Vitality Fostering an economically and economically thriving and engaged “Vail for Everyone” 1.Increase and cultivate local business engagement 2.Advance and communicate needed infrastructure improvements. 3.Develop a “Vail Experience for Everyone” Working Team VLMDAC 1: _______________________ VLMDAC 2: _______________________ DRAFT DMO Purpose Statement Championing the Vail Experience driving economic growth, community vitality (connection), and responsible tourism. Working Team VLMDAC 1: _______________________ VLMDAC 2: _______________________ DRAFT ●December 19 VLMDAC Board Meeting ○Review and Approve Discover Vail DMO Strategic Plan ○Review and Approve Adjusted/Aligned 2025 Operating Plan ●January VLMD/Town Council Meeting ○Present Strategic Plan and Adjusted/Aligned 2025 Operating Plan ●January - February ○Develop Action Plan for each Strategic Objective Next Steps 2025 SPECIAL EVENTS FUNDING 2025 Special Event Sponsorship Process Background ●With the transition of Special Event Sponsorship oversight coming to the VLMDAC this year, staff setup the first cycle of 2025 Event Sponsorship with few changes from 2024. ●The RFP, published on September 3, 2024, was open to all 2025 events requesting sponsorship. ●Jonathan Reap and Jana Morgan served as the Ad-Hoc members of the event review team, who along with Staff, reviewed the sponsorship proposals and scored the event proposals. ●The scorecard evaluates the tangible and intangible value of the event and its marketing power, economic impact, audience fit and Sponsorship Benefits. 2025 Special Event Sponsorship Budget $3,000,000 The historical categories for sponsorship have been maintained for 2025 and will be re-evaluated as we align the sponsorship program with our new strategic plan in 2026. ●Vail America Days ●Vail Apres Early Season (previously Revely and Holidays), ●Locals events (End of season bash) ●10th Mountain Parades, and more. 2025 Special Event Budget Collection Fees $17,500 Visitor Draw Events $735,270 Recreation Events $124,000 Signature Events $889,692 Education & Enrichment Event Funding $136,560 Fireworks $58,000 Town Produced Events $801,000 Ambient Events $237,978 TOTAL BUDGET $3,000,000 2025 Special Event Sponsorship Requests Signature Signature Event Start Date Event End Date 2024 Funding $ Request Final Allocation Gerald R. Ford Amphitheater - Live Music & Entertainment 1-May 1-Oct $55,000 $ 65,000 $ 60,000 GoPro Mountain Games 5-Jun 8-Jun $155,000 $ 155,000 $155,000 2025 Bravo! Vail Music Festival 19-Jun 31-Jul $310,000 $ 310,000 $310,000 Vail Dance Festival 25-Jul 4-Aug $65,000 $ 70,000 $66,950 Subtotal Signature $587,000 $ 600,000 $591,950 2025 Special Event Sponsorship Requests Signature Highlights Our most well know and impactful events each year don’t need much introduction. These events provide great economic benefit, have very well developed marketing plans, and are staples in our event calendar. 2025 Special Event Sponsorship Requests Visitor Draw Visitor Draw Event Start Date Event End Date 2024 Funding $ Request Final Cash Allocation Vail Comedy Show 1-Jan 31-Dec $20,000 $21,000 $12,000 Vail Yeti 1-Jan 1-Apr $25,000 $25,000 $25,000 SHIFRUNS 25-Mar 25-Mar $4,000 $10,000 $4,000 Vail Queer Ski Week 31-Mar 6-Apr $ - $10,000 $10,000 Taste of Vail 2-Apr 6-Apr $60,000 $85,000 $60,000 Vail Comedy Festival 23-May 25-May $50,000 $52,500 $20,000 Springfree Bluegrass Festival 30-May 1-Jun $80,000 $80,000 $80,000 Vail Craft Beer Classic 13-Jun 14-Jun $35,000 $45,000 $36,050 Vail Farmers Market & Art Show 15-Jun 5-Oct $57,500 $60,000 $48,925 Lionshead Live 19-Jun 28-Aug $44,500 $80,000 $50,000 The Vail Kids Adventure Games 7-Aug 10-Aug $32,500 $40,000 $35,000 Vail Wine Classic 7-Aug 10-Aug $35,000 $50,000 $36,050 Vail Art Revelery 25-Sep 27-Sep $ - $90,000 $- Thursday Meadow Market 19-Jun 18-Sep $ - $8,500 $4,000 Subtotal Visitor Draw $443,500 $650,500 $380,975 2025 Special Event Sponsorship Requests Visitor Draw Highlights The recommended allocations include many of our well loved events, but not all of them. Some notable events that are missing from the list include the Vail Oktoberfest, Freefall Bluegrass and the Kringle Market. These events happen later in the year and therefore will apply for sponsorship in our 2nd cycle in the first quarter of 2025. Vail Queer Ski Week is a new event that brings a lot of excitement. The event happens during a lower demand period and should bring a diverse audience to Vail, and help Discover Vail with great content generation. Vail Art Revelry is a new event proposed by Angela Mueller, to bring a multi-day, high end art, food and culture event to Vail in late september. There was some excitement about the event idea but there are outstanding questions from staff and the ad-hoc committee. This will be revisited in the second cycle if appropriate. A new approach is being researched for a few events, where the benefits provide value to the town, but there is an opportunity to better align the marketing of the event with DiscoverVail.com. An update will be provided soon on this new approach. The events where this approach is being proposed are the Vail Comedy events and Springfree Bluegrass. 2025 Special Event Sponsorship Requests Recreation Recreation Event Start Date Event End Date 2024 Funding $ Request Final Allocation USSA Alpine Nationals 27-Mar-25 1-Apr-25 $ - $50,000 $50,000 Vail Whitewater Race Series 6-May-25 3-Jun-25 $8,500 $9,500 $8,755 Vail Lacrosse Shootout 28-Jun-25 6-Jul-25 $15,000 $20,000 $15,450 Subtotal Recreation $23,500 $79,500 $74,205 2025 Special Event Sponsorship Requests Recreation Highlights Our recreation and tournament events provide a very significant economic impact to the town but traditionally provide less marketing benefit. A different weighting of the scorecard is used to evaluate these. An one time event opportunity, that could provide more significant marketing benefit, is the US Alpine Nationals. This event will bring a strong economic impact with multi-night stays from athletes and families, and will provide some marketing impact via the sharing of the event across US Ski Team channels. 2025 Special Event Sponsorship Requests Education and Enrichment E&E Event Start Date Event End Date 2024 Funding $ Request Final Allocation Vail Veterans Program 12-Jan-25 18-Jul-25 $22,500 $25,000 $22,500 HABITAT 1-Jun-25 30-Apr-26 $40,000 $50,000 $35,000 Gore Range Gravity Alliance 12-Jun-25 15-Dec-25 $10,000 $12,500 $8,000 Vail Symposium & TEDxVail 1-Jan-25 31-Dec-25 $36,000 $40,000 $40,000 Through the Lens 1-Jan-25 1-Apr-25 $5,000 $7,000 $6,000 Subtotal Recreation $113,500 $134,500 $111,500 2025 Special Event Sponsorship Requests Education and Enrichment Highlights Education and Enrichment (E&E) events provide more opportunity for local and community engagement, though do still provide marketing and sponsorship benefits. The Vail Symposium is a great example of this, as they provide dozens of educational events throughout the year, and also create content that is shared globally. Other events, such as the Gore Range Gravity Alliance, provide locals with community minded programming, that helps make Vail a Kickass place to live. The GRGA programming includes backcountry education programs for women, and caps off the year with their Backcountry Ball. Request for Approval Request of VLMDAC: Approve, deny or approve with changes the event sponsorship allocations as presented, whereas the recommended amount is a “not to exceed” sponsorship for each event. *Staff manages negotiations with event producers to confirm that adequate benefits will be received by the town at the final sponsorship amount. VAIL BRAND UPDATE Vail Brand Platform and Logo Focus Group Update Focus groups will be conducted through Resonance, as presented at the October 17 VLMDAC meeting with adjustments made to the presentation, based on Board feedback. Focus Group Framework in packet materials. ✓ Discover Vail logo has been simplified to VAIL ✓ The ‘new’ logo no longer includes a URL ✓ Creative executions using the current VAIL logo have been added (the banner ads you shared) ✓ Comps featuring the ‘new’ logo don’t feature a URL anymore, and more black/white options have been incorporated to show a broader range (not just gradient-colored logos) ✓ The deck now only features two options: the ‘current’ logo and the ‘new’ logo Vail Brand Platform Approval Request of VLMDAC: Approve the Vail Brand Platform as it is published in the packet materials. No changes have been made since last review. *Addition to Strategic Plan: Brand Platform will be revisited within 3 years as part of the action plan. View Brand Platform In packet materials RIPE UPDATE Ripe Reporting: August/September Full report in packet materials: Ripe August - Discover Vail Travel Trends Ripe Outperforming Book Direct in Searches Book Direct (2023)Ripe (2024) 6,433 7,100 August Search Comparison Book Direct Reporting Ripe Reporting Booking through Ripe 1 2 3 Book direct button can be placed on the site Do not recommend because we would lose attribution data for bookings. Reservation data is still sent directly through the property's PMS/connection when made via Ripe. Book Direct Option SUMMER PAID MEDIA RESULTS Agenda 1.FY24 Summer Campaign Overview 2.Paid Digital Performance 3.Paid Social Performance 4.Paid SEM Performance 5.FY25 Strategic Shifts *FY24 Fall Campaign Performance in Packet Materials DISCOVER VAIL: FY24 Summer Media Discover Vail FY24 SUMMER CAMPAIGN OVERVIEW DISCOVER VAIL: Media Brief Timing: April 1st - September 8th, 2024 Budget: $1,666,000 ●Core: $1,160,725 (70%) ●Supplemental: $505,275 (30%) Audience: ●Leisure Travel Intenders ○Age 20-64 ○HHI 125K+ ○Additional Profiles: Families, Empty Nesters, Outdoor Enthusiasts, Active Professionals ●Existing Customers ○Email lists (Brown) ○1st Party Data segments Tactics: ●Digital + Native Display ●Pre-Roll Video ●CTV/OTT ●Digital OOH ●Streaming Radio ●Rich Media ●Paid Search ●Paid Social DISCOVER VAIL: Media Brief Seattle San Francisco Los Angeles San Diego Dallas Houston Austin Miami Tampa Atlanta Chicago Minneapolis New York City Arizona (statewide) Utah (statewide)Denver/Colorado (statewide) Omaha Front Range (20%) Drive IS Market Destination (80%) Drive OOS Market Fly Market DISCOVER VAIL: Media Partners Discover Vail SUPPLEMENTAL IMPACT DISCOVER VAIL: Media Brief - Monthly Spend Monthly Spend ●April ○Core: $136,520 ●May ○Core: $248,850 ●June ○Core: $240,430 ○Supplemental: $90,818 ●July ○Core: $243,610 ○Supplemental: $196,818 ●August ○Core: $241,315 ○Supplemental: $186,818 ●September ○Core: $50,000 ○Supplemental: $30,818 Spend Per Tactic DISCOVER VAIL: Paid Digital Insights - Undertone Dynamic creative was supported by the supplemental budget, generating more than 4.2M incremental impressions and 1M clicks to the site. Chart shows the amount of clicks driven by each budget. DISCOVER VAIL: Paid Digital Insights - Olympics The Olympics streaming buy was supported by the supplemental budget, generating more than 3.8M video incremental completions. Chart shows the amount of video completions driven by the Olympics (supplemental) vs other CTV/OTT streaming efforts (core budget) DISCOVER VAIL: Paid Digital Insights - Pandora Pandora Sponsored Playlists were supported by the supplemental budget, generating more than 4.6M incremental impressions and 6.5K clicks to the site. Chart shows the amount of clicks driven by Pandora (supplemental) vs Spotify (core budget). Discover Vail FY24 SUMMER CAMPAIGN PERFORMANCE DISCOVER VAIL: Paid Digital Performance IMPRESSIONS 86,836,506 $5,882,178 HOTEL REVENUE GENERATED (ADARA IMPACT) 0.58% 2.20 COST PER CLICK 8,134 HOTEL ROOMS BOOKED (ADARA IMPACT) 8x INDUSTRY BENCHMARK $1.80 UNDER INDUSTRY BENCHMARKROI: $4.77 Against $1,232,500 of trackable media *Only includes tracked media (Display, OLV, Native, CTV/OTT, Rich Media, Streaming Radio) An increase of 93% YoY (3,926 additional bookings) DISCOVER VAIL: Paid Digital Creative - Display DISCOVER VAIL: Paid Digital Creative - Video DISCOVER VAIL: Paid Digital Creative - Nativo Native Article #1 10 Can’t Miss Summer Events in Vail Native Article #2 What Does Your Ultimate Vail Vacay Look Like? Find Out Here Native Article #3 Midweek Travel: 5 Secrets For A Memorable Vail Vacation DISCOVER VAIL: Paid Digital Insights - Nativo ●Overall, all placements garnered 9,979,542 impressions and 32,920 clicks, for an average CTR of 0.26%. ●Average time on content for the campaign as a whole was 41 seconds* and the Call-To-Action click-rate was 2.39%^. ●The 10 Can’t Miss Summer Events in Vail Article was the top performer with the average time on content of 4 2 seconds and CTA rate of 2.95%. *Nativo TOC Benchmark: 30s ^Nativo CTA Benchmark: 2.5% DISCOVER VAIL: Paid Digital Insights - Nativo Brand Rank Survey DISCOVER VAIL: Paid Digital Creative - Undertone Page Grabber - Evergreen Page Grabber - Chicago Page Grabber - Houston DISCOVER VAIL: Paid Digital Insights - Undertone ●Page Grabber units with Undertone delivered more than 8 million impressions and drove over 390K clicks to the Discover Vail site. The units themselves were highly engaging, with an average interaction rate of 4.48% ●The dynamic creative, which pulled in pricing for Chicago and Houston flights, had a total of 730 clicks on the “Book Now” CTA, driving users further down the funnel to book after seeing flight pricing. ●Dynamic creative outperformed the Evergreen creative across all KPIs -Interaction Rate* -Dynamic: 4.56% -Evergreen: 3.96% -Engagement Rate^ -Dynamic: 14.51% -Evergreen: 11.58% *Undertone Interaction Rate benchmark: 1.5% - 2% ^Undertone Engagement Rate benchmark: 10%-12% DISCOVER VAIL: Paid Digital Insights - Olympics ●The Peacock streaming buy for the 2024 Paris Olympics accrued more than 3.8 million video completions for a strong VCR of 98% ●Discover Vail’s ads were featured in top Olympic programming including Primetime, Swimming, Women’s Gymnastics and the Peacock Olympics: Daytime Show ●This buy was 100% supported by supplemental funds - generating nearly 4 million incremental impressions for the campaign DISCOVER VAIL: Paid Digital Insights - Olympics Discover Vail had a strong presence across all of our target markets, ensuring maximum reach. DISCOVER VAIL: Paid Digital Insights - Pandora ●Overall, the campaign with Pandora delivered over 4.6 million impressions and drove 6,500 clicks to the Discover Vail website for a strong CTR of 0.14% ●Sponsored Playlists drove more than 130K engagements for an engagement rate of 3.07% ○CTR from these placements was 3.67% - 50% higher than the vendor benchmark of 2.46% ○ Based on CTR, there was very little variation in performance between the three creatives: ■Family - 3.30% ■Non-Family - 3.29% ■Travel Intenders - 3.30% DISCOVER VAIL: Paid Social Performance IMPRESSIONS 7,496,418 REACH 2,016,171 $77.5K CAMPAIGN SPEND 21.57% ENGAGEMENT RATE 0.68 COST PER RESULT 114,456 RESULTS (LPV) 2% BENCHMARK $1.00- INDUSTRY BENCHMARK CTR 2.34% 2.20% INDUSTRY BENCHMARK APRIL 1 – SEPTEMBER 8, 2024 DISCOVER VAIL: Paid Social - Creative DISCOVER VAIL: Paid Social Insights - Carousel & Video Benchmarks - CTR: 2.20%; Video Completion Rate: 20%-29%; Cost/LPV: $1.00; Engagement Rate: 2%-5% Prospecting Campaign DISCOVER VAIL: Paid Social Insights - Carousel & Video DISCOVER VAIL: Paid Social Insights - Carousel Benchmarks - CTR: 2.20%; Cost/LPV: $1.00; Engagement Rate: 2% Retargeting Campaign DISCOVER VAIL: Paid SEM Performance IMPRESSIONS 751,364 CLICKS 154,969 $66.3K CAMPAIGN SPEND 21.02% SEARCH CTR 0.43 COST PER CLICK 91,914 CONVERSIONS >2X ABOVE INDUSTRY BENCHMARK (10.03%) >2X ABOVE INTERNAL AVERAGE (10.07%) 1.4X ABOVE 2023 ACCOUNT AVERAGE (14.87%) PERFORMANCE MAX CTR - 20.16% AVERAGE ACCOUNT CTR - 20.63% $1.20 UNDER INDUSTRY BENCHMARK $0.04 UNDER INTERNAL AVERAGE $0.18 UNDER 2023 ACCOUNT AVERAGE CONVERSION RATE 30.62% NEARLY 8X ABOVE INDUSTRY BENCHMARK ABOUT 2.4x (57%) BELOW INTERNAL AVERAGE ABOUT 1.4X (43.7%) ABOVE 2023 ACCOUNT AVERAGE APRIL 1 – SEPTEMBER 8, 2024 DISCOVER VAIL: Paid SEM - Creative Performance Max Examples Search Examples DISCOVER VAIL: Paid SEM Campaigns ●Brand (In State & Out Of State) ○Brand ○Brand DSA ●Events (In State & Out Of State) ○Events ○Events DSA ●Lodging (In State & Out Of State) ○Lodging ○Lodging DSA ●Things To Do (In State & Out Of State) ○Arts & Culture ○Biking ○Family ○Free Things To Do ○Golf ○Hiking ○Things to Do ○Things to Do DSA ●Seasonal Blog (In State & Out Of State) ○Always On “Vail for All Seasons” DSA ○DSAs updated on a monthly/seasonal basis ■Summer in Vail ■Fly Fishing ■Mountains ■Camping ■Boutique Hotels ■Hygge Food ■Accessibility ■Wildflowers ●Performance Max (In State & Out Of State) ○Brand ○Lodging ●Summer (In State & Out Of State) ○Summer Things to Do ○Summer Itineraries ○Summer DSA DISCOVER VAIL: Paid SEM Insights Clicks +22% CTR +36% CPC -18% Conversions +138% Conversion Rate +98% Great YoY Results Across KPIs Overall engagement rate was very high at 78.32%, up 6% YoY. Colorado, Texas, Arizona, Montana and New Mexico drove the most: Conversions, Active Users, and Engaged Sessions Our increase in spend YoY helped yield huge increases in KPIs while seeing a decrease in cost (CPC). DISCOVER VAIL: Paid SEM Demographics DISCOVER VAIL: Precise ●The ‘Spontaneity’ creative drove the most views and clicks, while the ‘Family’ creative had the highest VTR and highest 100% VTR. ●NYC, Chicago, Los Angeles, Houston, and Dallas were the top performing locations for views. ●TV Screens and Mobile Devices were the top devices for views. Views per State Discover Vail FY25 STRATEGIC SHIFTS DISCOVER VAIL: FY25 Strategic Shifts ●SEM ○Add seasonal asset group(s) to our Performance Max campaigns ○Implement a Demand Gen campaign ■This is Google’s newest campaign type which focuses on capturing engagement and action across YouTube (including Shorts), Discover, and Gmail. ●SOCIAL ○Tailor creative to fit the age bracket being targeted. ○Increase the number of static ads to impact engagement; 3-5 ads with a mix of single image, carousel and video is recommended. ○Retarget individuals to hotel deals to book rooms would show an effectiveness of retargeting efforts to increase room nights. ●DIGITAL ○Continue to lean into high quality content partnerships to drive awareness of and engagement with the Discover Vail brand. These placements, such as Nativo, were the top driver of clicks to the site, bookings and revenue. DISCOVER VAIL: FY24 Summer Media OTHER BUSINESS & PUBLIC COMMENT Thank you! Upcoming Meetings: VLMDAC Board Meeting Thursday, December 19, 2024, Grand View Room VAIL BRAND UPDATE SEASONAL INNTOPIA REPORT If interested, here is a link to a Seasonal Equinox Report from Inntopia that was given by Tom Foley: ●Recording: http://www.destimetrics.com/wp-content/uploads/Recordings/VEAC/VEAC_Innt opia_2024-11-12.mp4 ●Report: https://vailgovrecords.com/WebLink/DocView.aspx?id=1031568&dbid=0&repo= TownofVailLaserfiche