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Discover Vail Strategic Plan Draft 2DISCOVER VAIL STATEGIC PLANEXECUTIVE SUMMARY DISCOVER VAIL STRATEGIC PLANDISCOVER VAILSTRATEGIC PLAN2025 - 2027 DRAFT DISCOVER VAIL STATEGIC PLAN OVERVIEW About Discover Vail Roles and Responsibilities Budget Goals and Objectives 2025 Operating Plan Alignment Alignment to Town Council DISCOVER VAIL STATEGIC PLAN ABOUT DISCOVER VAIL The purview of the VLMDAC was recently expanded by resolution to provide strategic direction for the activities of the town’s tourism and economic development department, to include: Organization, promotion, marketing, and management of public events Activities in support of business recruitment, management, and development Coordinating tourism promotion activities Facilitating and enhancing visitor experiences DISCOVER VAIL STRATEGIC PLAN DISCOVER VAIL STATEGIC PLAN TEAM DISCOVER VAIL Added here EXECUTIVE SUMMARY DISCOVER VAIL STRATEGIC PLAN VAIL LOCAL MARKETING DISTRICTADVISORY COUNCIL Name Company Board Position Added Here DISCOVER VAIL STATEGIC PLAN DATA COLLECTION In September 2024, 27 community stakeholders were contacted via email invitation to respond to a quantitative/ qualitative blended survey with the intent of capturing advance feedback for the organization’s strategic thinking process. EXECUTIVE SUMMARY Discover Vail collaborated with Leadership Outfitters on a strategic thinking process. The process began with data collection which is intended to provide feedback that will enhance and inform future ideation. The planning process includes brainstorming around change catalysts and the SOAR (strengths, opportunities, aspirations, and results) framework. This dialog will result in the refinement of existing strategy areas as well as the identification of any emerging strategy areas. Goals and tactics to accomplish those goals will be identified in the next phase of strategic thinking. This report is chronological, listing the data collection first, then brainstorming, followed by the plan document. EXECUTIVE SUMMARY DISCOVER VAIL STRATEGIC PLAN DISCOVER VAIL STATEGIC PLAN Championing the Vail Experience, driving economic growth, community vitality and responsible tourism. DMOPURPOSE STATEMENTDRAFT DMO PURPOSE STATEMENT DISCOVER VAIL STRATEGIC PLAN DISCOVER VAIL STATEGIC PLAN DEFININGGOALS Using the results of the survey data and outcome of the strategic session, three key areas were identifi ed that will guide the organization’s strategic future. Each key areas includes a defi nition, goals and tactics to guide the creation of a 3-year action plan. DEFINING GOALS DISCOVER VAIL STATEGIC PLAN ETHOS COMMUNITY VITALITY THE VAILEXPERIENCE DISCOVER VAIL STATEGIC PLAN DISCOVER VAIL STATEGIC PLAN A. Build an effective and nimble structure to expand trust and confi dence and advance the mission of the DMO. A1. Attract and enroll experienced and passionate professionals for DMO board. A2. Defi ne board structure, roles, and responsibilities (e.g., Deploy advisors on an ad hoc basis to support key initiatives). A3. Formulate and successfully execute and report DMO goals and results in the context of a 3-year strategic plan. A4. Maintain a fi scally responsible budget policy that is aligned with Town Council strategic objectives. B. Introduce, through communication, the purpose and benefi ts of the DMO. . B1. Create the DMO’s marketing and communications plan to share with internal and external stakeholders. B2. Create a model to quantify benefi ts of the DMO. ETHOS The Create the culture that guides core character, values, and strategic direction for Vail. GOALS: ETHOS VAIL EXPERIENCE COMMUNITY VITALITY DISCOVER VAIL STATEGIC PLAN C. Elevate the Vail Experience. C1. Develop a strategic event and activation strategy. C2. Coordinate and optimize a seamless guest experience plan. C3. Build a community-wide customer service culture. D. Increase awareness of year-round destination. D1. Establish a PR strategy tied to signature experiences. D2. Develop Best In Class content to leverage non-peak messaging. THE VAIL EXPERIENCE Influence, curate, and deliver authentic and welcoming year-round moments that create loyalty and nurtures a deep connection to Vail. GOALS: THE VAIL EXPERIENCE ETHOS COMMUNITY VITALITY DISCOVER VAIL STATEGIC PLAN COMMUNITYVITALITY Foster an economically thriving and engaged “Vail for Everyone” GOALS: COMMUNITY VITALITY VAIL EXPERIENCE ETHOS F. Increase and cultivate local business engagement. F1. Establish new guest service training program. F2. Create effective business onboarding & retention program. F3. Initiate buy-in from Vail Resorts & Vail Health on development initiatives. F4. Package & communicate resources for entrepreneurs. G. Identify needed infrastructure improvements and share with Town leadership. G1. Study possibilities for cultural/community/nature centers. G2. Identify needed amenities to improve guest/local experience. G3. Observe successes and learn from other communities/destinations. H. Develop a ‘Vail Experience for Everyone. H1. Create journey-maps of key audiences and define needs/opportunities. H2. Define the Vail Experience to better respond to younger demographics. H3. Create a stewardship campaign to encourage responsible behavior and protect our natural and built environment. DISCOVER VAIL STATEGIC PLAN 2025 OPERATING PLAN DISCOVER VAIL STRATEGIC PLAN The board took the 3-year strategic plan as written and identified objectives that are already contemplated and addressed within the 2025 operating plan. All objectives will be built into action plans as part of the 3-year strategic plan. DISCOVER VAIL STATEGIC PLAN A. Build an effective and nimble structure to expand trust and confi dence and advance the mission of the DMO. ▶A1. Attract and enroll experienced and passionate professionals for DMO board. ▶A2. Defi ne board structure, roles, and responsibilities (e.g., Deploy advisors on an ad hoc basis to support key initiatives). ▶A3. Formulate and successfully execute and report DMO goals and results in the context of a 3-year strategic plan. ▶ A4. Maintain a fi scally responsible budget policy that is aligned with Town Council strategic objectives. B. Introduce, through communication, the purpose and benefi ts of the DMO. . B1. Create the DMO’s marketing and communications plan to share with internal and external stakeholders. B2. Create a model to quantify benefi ts of the DMO. ALIGNMENT TO 2025 OPERATING PLAN ETHOS ▶ INCORPORATING IN 2025 Objectives within the 2025 operating plan. Objectives to be built into the 3-year strategic plan. GOALS: ETHOS + 2025 OPERATING PLAN DISCOVER VAIL STATEGIC PLAN C. Elevate the Vail Experience. ▶ C1. Develop a strategic event and activation strategy. C2. Coordinate and optimize a seamless guest experience plan. C3. Build a community-wide customer service culture. D. Increase awareness of year-round destination. ▶ D1. Establish a PR strategy tied to signature experiences. ▶ D2. Develop Best In Class content to leverage non-peak messaging. ALIGNMENT TO 2025 OPERATING PLAN THE VAIL EXPERIENCE ▶ INCORPORATING IN 2025 Objectives within the 2025 operating plan. Objectives to be built into the 3-year strategic plan. GOALS: THE VAIL EXPERIENCE + 2025 OPERATING PLAN DISCOVER VAIL STATEGIC PLAN F. Increase and cultivate local business engagement. F1. Establish a new guest service training program. F2. Create effective business onboarding & retention program. F3. Initiate buy-in from Vail Resorts & Vail Health on development initiatives. F4. Package & communicate resources for entrepreneurs. G. Identify needed infrastructure improvements and share with Town leadership. G1. Study possibilities for cultural/community/nature centers. ▶ G2. Identify needed amenities to improve guest/local experience. ▶ G3. Observe successes and learn from other communities/destinations. H. Develop a ‘Vail Experience for Everyone. ▶ H1. Create journey-maps of key audiences and define needs/opportunities. ▶ H2. Define the Vail Experience to better respond to younger demographics. ▶ H3. Create a stewardship campaign to encourage responsible behavior and protect our natural and built environment. ALIGNMENT TO 2025 OPERATING PLAN COMMUNITY VITALITY ▶ INCORPORATING IN 2025 Objectives within the 2025 operating plan. Objectives to be built into the 3-year strategic plan. GOALS: COMMUNITY VITALITY + 2025 OPERATING PLAN DISCOVER VAIL STATEGIC PLAN COMMUNITYVITALITY GOALS: ♥ Increase and cultivate local business engagement. ▲ Advance and communicate needed infrastructure improvements. ★ ♦ Develop a ‘Vail Experience for Everyone. THE VAIL EXPERIENCE GOALS: ★ Elevate the Vail Experience. ★ Increase awareness of year-round destination. ETHOS GOALS: ♥ Build an effective and nimble structure to expand trust and confidence and advance the mission of the DMO. ★ ♥ ♦ ▲ Introduce, through communication, the purpose and benefits of the DMO. GOALS ALIGNMENT TO TOWN COUNCIL STRATEGIC PLAN ★ Provide an Authentic Vail Experience: Goals and Metrics for excellent service, Unique Events, Inviting for all ages ♥ Support our Workforce, Leadership Programs ♦ Environmental Sustainability ▲ Create a Strong Community and Create Affordable Housing Opportunities ALIGNMENT TO TOWN COUNCIL STRATEGIC PLAN DISCOVER VAIL STATEGIC PLAN COMMUNITYVITALITY Foster an economically thriving and engaged “Vail for Everyone” GOALS: Increase and cultivate local business engagement. Advance and communicate needed infrastructure improvements. Develop a ‘Vail Experience for Everyone. THE VAIL EXPERIENCE Influence, curate, and deliver authentic and welcoming year-round moments that create loyalty and nurtures a deep connection to Vail. GOALS: Elevate the Vail Experience. Increase awareness of year-round destination. ETHOS Create the culture that guides core character, values, and strategic direction for Vail. GOALS: Build an effective and nimble structure to expand trust and confidence and advance the mission of the DMO. Introduce, through communication, the purpose and benefits of the DMO. NEXT STEPS: ACTION PLAN ACTION PLAN In the coming months, all objectives will be built into action plans as part of the 3-year strategic plan. DISCOVER VAIL STATEGIC PLANEXECUTIVE SUMMARY DISCOVER VAIL STRATEGIC PLAN THANK YOU