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Q1 Data and CRM Report 2025-04 Brown AnalyticsANALYTICS UPDATE Purpose of Data-Driven Marketing Customer Data •Capturing more and higher quality Customer Data enables a higher degree of Personalization Personalization •Effective Personalization across all channels drives an increase in Customer Engagement Engagement •Increasing Customer Engagement leads to growth in Revenue and Loyalty Revenue & Loyalty •Overall goal is to optimize visitation, which generates tax revenue 0 50 100 150 200 250 300 350 Fe b - 2 0 A p r - 2 0 Ju n - 2 0 A u g - 2 0 Oc t - 2 0 D e c - 2 0 Fe b - 2 1 A p r - 2 1 Ju n - 2 1 A u g - 2 1 Oc t - 2 1 D e c - 2 1 Fe b - 2 2 A p r - 2 2 Ju n - 2 2 A u g - 2 2 Oc t - 2 2 D e c - 2 2 Fe b - 2 3 A p r - 2 3 Ju n - 2 3 A u g - 2 3 Oc t - 2 3 D e c - 2 3 Fe b - 2 4 A p r - 2 4 Ju n - 2 4 A u g - 2 4 Oc t - 2 4 D e c - 2 4 Fe b - 2 5 00 0 s Database Size Email Database Growth Our database has grown by over 10x since September 2020 Data-Driven Roadmap Kickoff (30K contacts) 318K contacts ActiveCampaign Implementation Data Consolidation in ActiveCampaign 38K (Jan 21) 127K (Jan 22)189K (Jan 23) 250K (Jan 24) 303K (Jan 25) 2025 Target: 357K (+65K new contacts) Email Database Growth in 2025 Our database has grown +21K since the beginning of 2025 (+56K in the last 12 months) Database Size by Source Q1 2025 The vast majority of our new contacts still come from WiFi logins, followed by Event attendees. However, In 2025 Q1, we’ve seen a significantly higher mix from Events (a highly engaged audience), plus new sources such as the Colorado Tourism Office and Après Madness campaign* *-Comparing Jan-Mar between 2024 and 2025 Seasonal Visitation •Acquiring customer data allows us to track and understand visit behaviors •57% of guests with 1 known visit come in the winter. •30% of multi-visit guests visit both winter and summer Analytics Accomplishments –Lifecycle Lifecycle Segmentation Creation & Adoption •Coded Lifecycle Segmentation to ActiveCampaign for audience creation, analytics and reporting •Analytics show that marketing engagement drives visit conversion What is Lifecycle Segmentation? •The lifecycle of a guest encompasses the entirety of their relationship with Vail –from awareness to loyalty to inactivity •Lifecycle segmentation serves as the language to talk about guests based on where they are in that cycle •We can define clear strategic objectives for each lifecycle segment to drive differentiated marketing Analytics Accomplishments –Lifecycle VLMD Holistic Guest Lifecycle Segments & Strategic Objectives 8 Engaged Prospect First-time Visitor Engaged One- Timer Loyalist Lapsed InactiveVA L U E TIME Lifecycle Segments: Known Prospect Engaged Loyalist Strategic Objectives Drive Initial Visit Drive Engagement Convert Second Visit Manage Relationship Re-Engage Save Analytics Accomplishments –Lifecycle Lifecycle Segment Definitions Lifecycle Segment Guest Counts Audiences are used in CRM targeting and exported to Miles for Media targeting Lifecycle Segments by Location The creation of Lifecycle Segments enables targeting of high potential segments such as First Time Visitor Fly segment Lifecycle Segments by Net Worth Engaged segments tend to have more high net worth guests Engaged Guests Return at a Higher Rate •Guests who have recent email engagement*are 2x more likely to return within the next year than those that did not engage •This point holds true for prospects, one-timers and loyalists *-Recent engagement = clicked into at least 1 email in past 2 seasons (Summer ‘23 and before). -Season definition: Summer –May-Oct, Winter –Nov-Apr. -Return Rate based on guests visiting anytime between end of Summer ‘23 and end of Summer ‘24 -Summer ‘23 to Summer ‘24 migration shown. This behavior also holds true for Winter 23/24 to Winter 24/25. -“Active” Lifecycle segments include any that are not Lapsed nor Inactive Other Analytics Accomplishments •Expansion of the Audience Analysis Tool •Connecting all available data that can be merged via email address to provide deep understanding of guest segments by geography, email behavior, demographics (both 1st and 3rd party), visit behavior and lifecycle segmentation •Understanding email performance by demographic •Ability to analyze guest mix by segments based on those that click vs those that don’t click •Data Depth-Breadth Progress •Data Depth & Breadth initiatives are now focused on capturing the right data on more prospects and guests •Web site newsletter sign -up forms have been updated to capture geography and drive engaged prospects to the Vailcation survey Analytics Q2 Focus •Incorporating Social Media data from @ DiscoverVail into reporting and metrics tracking •Working with Miles and 970 to grow depth and breadth of guest data •Using the data to find opportunities for database growth CRM UPDATE Email Metrics Primary Key Performance Indicators Metric Calculation Comments Total # of Unique Clicks The sum of all unique clicks over a period of time This gives us the ability to analyze the growth of our engagement alongside the growth of our database. Unique Click Rate # of unique contacts who clicked in an email / total # of sends Primary engagement measure. Sometimes lower in order to test and drive additional clicks. Unsubscribe Rate Total # of unsubscribes / total # of sends Lower is better, but expect variance across lead sources. Total # of Sends The sum of all unique sends over a period of time Driven up by both growth of database and sending more campaigns. Total # of Campaigns Sent Count of unique campaigns sent Quantity of campaigns sent increases as we improve quality with a more robust segmentation, testing and personalization strategy. CRM Accomplishments •Continued to increase send volume while maintaining engagement levels = more eyes on content! •32 unique email blast campaigns sent YTD •Addition of 11 new lifecycle emails YTD: •7 targeted browse abandonment •Enhanced wifi welcome, in-person trigger and online welcome series email 3 •Vail Après Madness Opt-In confirmation email •Addition of 16 new email blasts YTD •Implemented integrations with website events, activities and Crowdriff content to enable real-time email content personalization •Implemented live weather, live polls and video gif email enhancements •3rd annual subscriber survey with positive results •Creation of lifecycle-based segmentation strategy to begin activating in May •Successful cross-partner,multi-channel Vail Après Madness campaign Q1 All emails, all years, all types YOY *excluding re -engagement •Increased sends 80%while maintaining an almost flat click rate drove a 67%increase in total unique clicks YOY •Maintained flat unsubscribe rate indicating strong engagement with increased targeting and email frequency •10K additional content views in Q1 2025 Q1 Re-Engagement Email Performance •Increased sends 305% while increasing click rate 138.8%drove an 870.5%increase in total unique clicks YOY •Re-Activated 3,831 contacts in Q1 2025 vs 1,076 in Q1 2024 •Decreased unsubscribe rate 36% indicating strong engagement with increased targeting and re-engagement email frequency •While the re-engagement bucket continues to grow, more targeted efforts to re-engage these contacts have been successful Q1 Marketing Emails YOY •Increased sends 84%with only a small dip in click rate (13.9%) drove a 58.8% increase in total unique clicks YOY •Maintained a flat unsubscribe rate, indicating strong engagement with increased email frequency •Dip in click rate is expected with increased frequency and moving targeted one -off marketing emails (such as lodging and events emails) to be lifecycle triggered emails •New emails driving increased sends & engagement: Survey Reminder, January Snow Excitement & Vail Après Madness •Increasing send frequency with more targeted/creative content drove an additional 8k unique clicks Q1 Lifecycle & Transactional Emails YOY •Increased sends 28%while increasing click rate 58.9%drove a 105.2% increase in total unique clicks YOY –New emails driving increased sends & engagement: Targeted Browse Abandonment emails, In -Person Visitor Trigger & reduced suppression on Post -Visit Survey emails •Maintained an almost flat unsubscribe rate, indicating strong engagement with increased email frequency •As we continue to drive more engagement with marketing emails it will lead to more opportunities for targeted lifecycle follow-ups which are our top-performing emails •Tripled the response rate YOY in 2025 •Discover Vail emails maintain strong engagement •Over 70% of respondents are happy with both the content and cadence Qualitative Results –2025 Subscriber Survey •Content -wise, respondents continue to prioritize information that guides their decision to visit Vail and aids in planning their visit. •Key content preferences include: events and festivals, vail mountain updates, dining, live music, outdoor activity guides, local tips & visitor guides •There continues to be some confusion on Discover Vail vs Vail Resorts among some subscribers Qualitative Results –2025 Subscriber Survey •Delivering content in a personalized manner will strengthen engagement and satisfaction •Personalization remains important, with 29% of respondents rating it highly Qualitative Results –2025 Subscriber Survey •8 restaurants competed head-to-head in a bracket- style showdown, a collaborative effort across partners and channels •We sent 15 emails with 7 live polls to get to 1 winner •430 new contacts signed up for the Discover Vail newsletter and to be kept in the loop on the competition •5,656 total votes recorded •1,564 contacts visited the après madness page •767 contacts voted in the competition •Re-engaged 1,347 contacts •We tripled our sends, increased our open rate, slightly decreased our click rate, slightly decreased our unsubscribe rate... Which led to over double total unique clicks YOY •6,041 incremental total unique clicks YOY during this time period Vail Après Madness 2025 Detect LearnPersonalize 1st and 3 rd Party Data Personalization for VLMD Detect •Harvest Data at lead collection and in the welcome series –Variety of data points collected with event lead lists –Postal code collected with newsletter opt-in and wifi sign-up –Questions throughout welcome series to gather interest data Learn •Analyze available 1st party data and append with Epsilon 3rd party data •Prioritize data point collection to further increase our data breadth •Categorize 1st and 3rd party data into our 10 broad interest categories and 27 interest fields within–Family–Net Worth–Things To Do interest–Events interest–Ski–Planning–Lodging–Sustainability–Local Knowledge–Seasonal Preference •Analyze visitation based on wifi logins and event attendance, assign a lifecycle status and seasonal visitation preference •Collaborate on content creation to create optimal personalization opportunities based on most engaged with interest categories & lifecycle segmentation opportunities •Analyze results Detect LearnPersonalize Recent 1st party data (least coverage, most accurate) Old 1st party data (more coverage, less accurate) 3rd party data (most coverage, least accurate) 1st and 3 rd Party Data Personalization for VLMD Personalize •Data prioritization: Recent 1PD > Old 1PD > 3PD > No Data –If we have recent 1st party interest data (ex: clicked on a family-friendly blog) we’ll use that first –If we don’t have any recent 1st party interest data, we’ll use any 1st party interest data we have from all time –If we don’t have any 1st party data at all, we look to our 3 rd party data append from Epsilon and data points that align (ex: family vacationers) •Personalize events, activities and blog content wherever it makes sense •Send personalized follow-ups based on recent engagement •Testing: There is always a control group receiving the generic version Detect LearnPersonalize 1st and 3 rd Party Data Personalization for VLMD Ongoing •4-5 Marketing emails per month with interest personalization based on 1 st and 3rd party data, segmentation and split testing •Update of 26 lifecycle & transactional emails for summer with personalized, live content and split testing to drive open rate, click rate and contact re-activation •Continued segmentation, targeting and testing utilizing 1st and 3rd party data •Reporting, analysis and campaign optimization •Q3 planning New •Addition of personalized event/activity/blog/Crowdriff content, live weather content, Instagram feed and video gifs into lifecycle & transactional emails •4 new targeted browse abandonment emails: Hiking, Arts/Culture, Sightseeing, Planning •Focus on lifecycle & seasonal preferences with 5 key segments: –Active Winter Lovers, Inactive Winter Lovers, Active Summer Interest, Inactive Summer Interest, About to lapse summer interest •Implementation of reporting on lifecycle -based metrics CRM Q2 Focus