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March 20 VLMDAC Meeting 2025VLMDAC MONTHLY MEETING March 20, 2025 Agenda 1.Call to Order 2.Consent a.Minutes Approval (1 minute) b.Monthly Financial Report (5 minutes), Jake Shipe, Town of Vail 3.Action Item a.2025 Event Allocation - 2nd Cycle Sponsorship (20 minutes) Jeremy Gross 4.Strategic Action Plan Update (15 minutes) TOV and Board 5.Summer Paid Media Plan (30 minutes) Miles Partnership 6.Board Comment to Packet Materials 7.Staff Report 8.Other Business 9.Public Comment 10.Adjournment CONSENT AGENDA 1.Board provide approval to VLMDAC Meeting Minutes from January 16, 2025 2.Monthly Financial Report Provided by Jake Shipe, Town of Vail Finance Consent Agenda SPECIAL EVENTS FUNDING VLMDAC Event Sponsorship Program -2002: Town Funding of special events -2019: Shift in approach from funding to sponsorship b -The VLMDAC was granted strategic policy direction of the activities of the DMO/Tourism and Economic Development Department in 2024. -$3,000,000 budgeted for 2025 VLMD Special Events -Events funding categories: -Signature Events -Visitor Draw Events -Recreation Events -Education and Enrichment Events -Town Produced Events and Ambient Events Background Sponsorship Program Details -Sponsorship RFP is published twice per year. -September and February -Events are evaluated on 4 key categories -Audience Fit -Economic Impact -Marketing Power -Sponsorship Benefits -Application requires marketing plan, event budget, sponsorship proposal, list of benefits, and more. -Events scored by staff and VLMDAC ad-hoc members -Sponsorship amount is recommended -Benefits are negotiated by staff if necessary Background -Key Sponsorship Benefits -Driving traffic to discovervail.com. -Ripe booking conversions -Data capture of event attendees -Bring vibrancy and authentic experiences to Vail -Sponsorship proof of performance -Post event reports include marketing, data capture, and economic impact. Background Link to ripe booking page.Ticketing page opt in. -Sponsorship/Event highlights from 2024 -43 Events Sponsored -Email Opt Ins - 19,457 -Social Post Impressions - 2,614,003 -Total Event Attendance - 703,635 -Room nights attributed to events - 56,321 -Total event media impressions - 180,262,310 -Total Event Marketing Spend - $763,366.05 -Total Event Days - 297 Background SIGNATURE EVENTS Second Cycle: For Approval First Approval: Approved by VLMDAC in October VISITOR DRAW EVENTS RECREATION EVENTS EDUCATION & ENRICHMENT EVENTS FINAL BUDGET Action Requested Staff is requesting a motion to approve the 2025 second cycle event sponsorship budget as presented. Second Sponsorship Cycle ARTISAN RHAPSODY Total Sponsorship Potential of $95,000 ●$65,000 committed with traditional sponsorship model and benefits ●$30,000 premium with additional “reach” KPI’s being met ●National Media Coverage: Secure coverage in at least one premier national publication, such as Vogue, The New York Times, or Food & Wine. ●Fashion Show Execution: Successfully produce the proposed premier fashion show, featuring both a community-focused segment and a nationally recognized component. Establish collaboration between national media and existing local fashion events. Potential brand partners include Ralph Lauren, Bogner, and Patagonia. Facilitate engagement between national fashion entities and local designers, such as Project Funway participants. ●Culinary Excellence: Confirm participation of at least one nationally or internationally recognized culinary expert in the event. ●Influencer Engagement: Secure at least one influencer from the fashion, art, or food industry to participate in the event. Ensure coordination of influencer introductions to VLMD to maximize promotional impact. *See packet materials for full presentation Sponsorship Recommendation STRATEGIC ACTION PLAN UPDATE FY25 PAID MEDIA OVERVIEW DISCOVER VAIL: FY25 Campaign Flighting DISCOVER VAIL: FY25 Summer Media Brief Objectives: ●Increase demand during off-peak/weekday times to create measurable bookings with demonstrable economic impact. ●Promote Discover Vail’s new “Moments” creative across our already established consumer ecosystem to drive valuable brand equity, while finding new prospects. Timing: ●April 7 - September 7, 2025 Budget: ●$1,535,375 ○Down 8% YoY Media Performance Goals: ●Trackable Media ROAS: $6+ ○2024 ROAS: $4.48 ●Media Impact: $69:1 ○2024 Media Impact: $69:1 Audience: ●Leisure Travel Intenders ●High Net Worth Empty Nesters ●High Net Worth Families ●Existing Customers ○Meta, DV site retargeting, colorado.com leads ○Database: Known Prospect, Engaged Prospect, Loyalist, Engaged loyalist San Francisco Los Angeles San Diego Dallas Houston Austin Miami Tampa Chicago Minneapolis New York City Arizona (statewide) Denver/Colorado (statewide) Omaha Drive IS Market Drive OOS Market Fly Market DISCOVER VAIL: Our Marketing Funnel AWARENESS ●The beginning of the consumer journey in which the audience is introduced to the Discover Vail brand. ●Tactics/messaging will inspire. CONSIDERATION ●From Awareness, audiences move into the Consideration phase of their planning journey. This is where they begin to narrow down their choices. ●Tactics/messaging will inform. ACTION ●The final step of the consumer journey in which the audience makes their decision on where to travel. ●Tactics/messaging will drive action in the form of visitation. AWARENESS CONSIDERATION ACTION DISCOVER VAIL: FY25 Summer Budget - Monthly Media Allocation Net Spend Note: March accounts for $8K of the budget due to colorado.com placements $250,000 $250,000$325,000 $325,000 $325,000 $52,375 DISCOVER VAIL: FY25 Mexico Media Brief Timing: April 20, 2025 - September 2, 2025 Budget: $70,300 Markets: Mexico City, Guadalajara, Puebla, Monterey/San Pedro Audience: ●Leisure Travel Intenders ○Age 18+ ○HHI 125K+ ○Additional Profiles: Families, Empty Nesters, Outdoor Enthusiasts, Active Professionals ●Existing Customers ○Email lists (Database) Media Performance Goals: ●Trackable Media ROAS: $1.50+ ○2024 ROAS: $1.08 Tactics: ●Programmatic Display (Prospecting + Retargeting) ●Paid Social ●Paid Search Monterey/San Pedro Fly Market Guadalajara Puebla Mexico City OTHER BUSINESS & PUBLIC COMMENT Thank you Upcoming Meetings: VLMDAC Monthly Meeting Thursday, April 17, 2025, Grand View Room