HomeMy WebLinkAbout0. VEAC Presentation 11-08-2016_-updated2016-2017 SEASON UPDATE
•Welcome
•Brand Evolution
•Data Marketing Strategy
•Events
•Mountain Updates & Priorities
•Epic Day Pricing
AGENDA
BRAND ESSENCE:
BRAND CHARACTER:
THE LEADER
Established | Confident | Inspiring
Innovative | Sophisticated
BRAND PILLARS:
THE
MOUNTAIN
VILLAGE
SOPHISTICATION CULTURE
SERVICE
5,200 Skiable Acres
Expansive, Accessible
& Varied Terrain
Most Groomed Terrain
Back Bowls
Blue Sky Basin
World Class Lift System
Ski & Snowboard School
Adventure Ridge
Après Ski
Casual & Fine Dining
High-End Shops
Luxury Hotels
Ice Rinks
Heated Streets
International Feel
Events & Activities
Heritage
BRAND POSITIONING:
BRAND COMMUNICATION EVOLUTION:
HOW DO WE COMMUNICATE TO OUR GUEST:
DATA DRIVEN ROADMAP – MULTI YEAR VISION
EVENTS
SNOW DAZE: December 9-11, 2016
Vail’s annual early-season kick-off includes free live concerts, expo village and aprés parties.
SKADI VAIL: December 14-16, 2016
The second annual Women’s Weekend features the largest equipment demo in the country,
guided mountain tours with expert female instructors, wine and cheese, yoga and more.
CARNIVAIL: February 25-26, 2017
The return of CarniVail welcomes on-mountain Mardi Gras parties and free live music.
BURTON US OPEN: February 27-March 4, 2017
The 35th annual event returns to host over 100 of the world’s best riders for slopestyle and
halfpipe competitions.
SPRING BACK TO VAIL: April 14-16, 2017
Vail’s end of season celebration welcomes the World Famous Pond-Skimming Championships,
the Bud Light Bags Tournament, expo village and free live music.
VAIL MOUNTAIN PRIORITIES
Chair 9 – Sun Up Express Lift
•Four-passenger high speed chairlift
•65% increase in capacity
•Average ride time from 8.2 minutes to 3.9 minutes
•Eases the burden on Chair 5 High Noon Lift
•Marks the 9th new chair lift in the last 10 years
•All major lifts at Vail are now high speed
Guest Experience
•Improving guest flow
•On-mountain signage
•Epic Mix Time is a key tool for your guests
•Up-to-the-minute chairlift and gondola line wait times
•Building on grooming success
•Last year we groomed an additional 2,500-3,000 acres per week
•More than 50,000 additional acres over the course the season
Safety
•Continuing our commitment
•Guest awareness campaign on and off the mountain
•Additional on-mountain signage
EPIC DAY PRICING
(7+ days out) Advance Purchase
Lowest price guaranteed.
Greatest discount taken when
purchased at least 7 days out.
(1-6 days out) Mid Advanced
Lowest ticket price guaranteed
if purchased by midnight the
night before.
No need to go to the main
ticket window.
(within 24 hours of
usage) Reload Lowest ticket price guaranteed. Save
money and head straight to the lift.
EPIC DAY VS. EPIC PASS
Epic Day Pricing
Epic Pass Pricing
2015/16 Pricing
2016/17 Spring Pass Pricing
THANK YOU
DESTIMETRICS
For more information on DestiMetrics, contact Katie Barnes:
kbarnes@destimetrics.com
DESTIMETRICS
For more information on DestiMetrics, contact Katie Barnes:
kbarnes@destimetrics.com
BURKE RESEARCH
Correlation to Resort Visit Most Often
Moderate relationship to Visit Most Often…
•The ski school there is outstanding
•This resort offers the right variety of lodging options (size, condos/hotels, ski-in/out,
etc.)
•This resort is a perfect place to vacation in summer or winter
•Has a perfect mix of easy (green), intermediate (blue), and challenging (black) runs
•It is worth spending more to enjoy all this resort has to offer
•This resort offers an experience like nowhere else on earth
•The staff at this resort gives attentive service to visitors
Weaker relationship to Visit Most Often…
•This resort caters to the needs and interests of women - both on and off
the slopes
•The village at the base of the mountain adds to the charm of this resort
•Après ski makes a day spent here all the more fun
•Back bowl skiing/snowboarding at this resort is like nowhere else
•The terrain parks at this resort offer well maintained, diverse features
•A place where you can truly have the experience of a lifetime
Correlation Legend
Dark Green: 0.25+
Green : 0.20-0.24
Yellow: 0.10-0.19
Red: 0.05-0.09
Correlations less than 0.05 not shown
Bold: Resort core attribute
Strong relationship to Visit Most Often…
•This resort is a place I'd like to be, year after year
•Is an ideal place for families to enjoy vacation adventures together
•This resort offers the right variety of restaurants, menu choices, and price points
SURVEY SAYS?
1.Guests choosing Vail are motivated by the total experience:
•Leading factors in guests’ most recent visit to Vail:
•The Mountain (64%), Resort/Village Atmosphere (34%), Dining and
Entertainment (22%)1
2.Vail continues to attract guests looking for a luxury experience:
•Guest rating of the Luxury Oriented factor was nearly equal between Vail (16%)
and Beaver Creek (17%). 2
THE MOUNTAIN 64%62%56%60%FAMILY FRIENDLY 13%22%14%12%
MAGNITUDE, MIX OF RUNS, TERRAIN PARKS ADVENTURES, ACTIVITIES
LODGING 31%43%43%29%DINING AND ENTERTAINMENT 22%15%13%15%
OPTIONS, PRICE POINTS RESTAURANTS, NIGHTLIFE
EASE OF GETTING THERE 21%25%30%50%AUTHENTICITY 4%2%18%11%
GROUND TRANSPORTATION GENUINE MOUNTAIN TOWN, NO PRETENTIONS
PRICE OF GETTING THERE 26%20%27%33%LUXURY ORIENTED 16%17%2%5%
AIR TRAVEL DISTINCTLY UPSCALE, WORTH SPENDING MORE FOR
RESORT ATMOSPHERE 34%37%24%24%SKI SCHOOL 3%10%5%3%
VILLAGE CHARM, GUEST SERVICE OUTSTANDING
WINTER 16/17 MARKETING
Key Focus Areas
•Crafting stories for peak periods
•Driving Off Peak Visitation
•Capturing the full mountain and
town experience
•Targeted international efforts
Lodging Offers
•Vail All Access (will transition to Book By 11/4)
•General winter savings message
•Fast access to the chairlifts, the best rates on lodging and your choice of Vail's hottest
restaurant reservations
•Best discounts during Off Peak
•Epic 4 Pass + Lodging Package
•Lowest rate on lodging and mountain access
•Lodging + Epic 4-Day passes
•Jetaway in January
•Focus on Jan 3-31 soft period
•Save up to 45%
WINTER 16/17 MARKETING
New Service
Washington DC-Dulles
•United Airlines
•Saturday only
•December 24 through April 1
Phoenix
•American Airlines
•Schedules flex through the season from twice weekly to daily
•December 15 through April 2
Other
•12 non-stop markets, 9 of which are daily flights
•4 airlines
•No Fly In Ski Free program this year
•Most current schedules and information at www.flyvail.com
EGE AIR UPDATE
EGE AIR UPDATE
0 10,000 20,000 30,000 40,000 50,000 60,000
APR
MAR
FEB
JAN
DEC
NOV
2016-17
2015-16
2014-15
SKI SCHOOL
New for Winter 16/17
Responsive Online Platform:
•Launching 11/15
•Enables consistent experience across all device sizes
•Enables mobile booking for Ski School products
Current Marketing Efforts:
•11/15 Book By Messaging
•Renaming of Max 3
Product Small Group
Workshops
•Evolution of creative
messaging
•Media Campaign
PRODUCT SALES & SERVICE UPDATE
Purchase Online Skip The Line
•Purchasing lift tickets in advance is always the best deal
•Purchase 7 days in advance to receive the best rate
•Purchasing online is the easiest and quickest way for guests to get out skiing
•Guests can purchase online minutes before accessing the mountain
EpicDay Media Cards
•EpicDay media options
•Reloadable day to day or season to season
•Each base area location has specific lines for guests who book online
•Epic Day Media cards at Lodging locations for guests
Season Passes
•Epic Pass
•Epic 7 Day
•Epic 4 Day
•All Season passes are still on sale
LIFT TICKET SALES PROCESS
1.White Label booking engine
2.Blank lift ticket media
3.Low-tech full service solution
Epic Pass vs. Lift Tickets
15/16 Ticket Prices
1-Day Advanced Ticket $151
1-Day Window Ticket $175
3-Day Advanced Ticket $144
3-Day Window Ticket $165
16/17 Season Pass Prices
Epic Local Pass*$649
Per Day Pricing $65
Epic 7 Day $649
Per Day Pricing $93
Epic 4 Day $439
Per Day Pricing $110
EPIC 4-DAY PASS
Leverage Pass to Sell Rooms
•Capture Destination guests with unbeatable lift rate
•Advanced purchased requirement complements lodging advanced purchase
Communicate Across Channels
•Email and CRM efforts
•Booking confirmations
•Property website
•Reservations and front-line staff education
•Social efforts
Vail Marketing Support
•Creative assets
•Content sharing
•CRM segmentation ideas
WINTER 16/17
Adult: $399
Child: $219
No blackouts.
WINTER 15/16
LOOKING BACK
TOWN OF VAIL UPDATES
30
Rent By Owner | Update
•The town’s ordinance that went into effect January of 2016
has added just over 300 individual owner licenses to short
term rent their units, they are also required to pay lodging
tax.
•This does not include the many property management
companies here in town.
•Beginning this winter, in partnership with DestiMetrics, we
also hope to gather valuable data regarding the available
inventory of units being rented.
31
BUDGET PREVIEW | Revenue Projections
Revenue Item
% change from
Amended 2016
Total 2017 $
Sales Tax + 2% $26.1M
RETT -10% $5.8M
Lift Tax + 5% $4.9M
Parking + 22% $5.2M
32
BUDGET PREVIEW | Reserves: 10 Year History & 5 Year Projection
-
10
20
30
40
50
60
70
80
90
Millions All Other
Conference Center
Fund
RETT Fund
Capital Projects Fund
General Fund
Reserve Min
$55.5
$64.9
$80.1M
$51.9M
$69.2M
$59.4 $62.1
$53.3
$69.3
$57.5
Questions?
Thank you!
VAIL App
The Complete Vail Vacation Guide
Home Screen
The ResortApp Home Screen
is designed to provide the
guest with a simple and easy
to navigate interface that
provides information about
the town and resort while
remaining uncluttered and
relaxed…just like we like our
guests.
Our goal is to enhance the
guest experience! Period!
We accomplish this by
providing an app that
provides information in a
fun and informative way.
Simple and Elegant.
________________________________________________________________________
DEALS Icon ________________________________________________________________________
The DEALS icon allows
our local businesses to
provide our guests
with up to date and
real time offerings
that can be updated
as often as they want.
Our lodging partners
can post room rates to
fill vacancies. Après
ski events can be
posted to show drink
specials and live music
performances.
FRIENDS Icon ________________________________________________________________________
The FRIENDS Icon
allows users to share
the app with their
friends and family.
This allows the users
to create groups and
track each other on
and off the mountain
during their stay. The
GPS based system
allows users to see
their friends & family
coming down the
trails on our custom
maps in real time.
FRIENDS Icon (cont.) ________________________________________________________________________
The Group function
allows the user to
create a group within
the group of friends so
that they can message
each other through
the app to set up
lunch meeting places,
runs they like, times to
meet, restaurants they
like, etc.
FRIENDS Icon (cont.) ________________________________________________________________________
The Group function
has a messaging
component so you can
keep in touch with the
whole group and
make suggestions on
where to meet up,
where should we
Apres and “I lost my
ski, I’m going to the
bar!”
MAPS Icon ________________________________________________________________________
Our Maps are the
first ever, top down,
aerial, custom trail
maps. These maps
allow us to show the
location of any local
business, friends &
family, on mountain
dining and other
points of interest.
The also provide a
wayfinding function
that turns the device
into a compass.
Eat/Drink Icon ________________________________________________________________________
Our Eat/Drink Icon
allows users to find
restaurants and bars
through our GPS
system . The closest
ones to them will
pop up on the list. If
they want to search
by cuisine or specific
item, they simply
type the keyword in
at the top and the
restaurants that are
closest to them with
that keyword will
appear at the top of
the list.
Eat/Drink Icon (con’t) ________________________________________________________________________
Once the user clicks on an
individual business they
are directed to the
customized mobile page
that we build for the
business inside the app.
The business owner can
showcase their logo,
phone number, address,
website, menu, video and
a brief description about
the business. Users can
click on the map in the
upper right corner to
activate the wayfinding
feature that will take
them to the front door of
the business.
Transit Icon ________________________________________________________________________
The Transit Icon can be
utilized to find parking
lots in and around the
resort. As long as the lots
have a counting system,
we can integrate the
feeds into the app to
show specific percentage
of availability in each lot.
SHOP Icon ________________________________________________________________________
The Shopping Icon
functions in the same
manner as the Eat/Drink
Icon. It provides the user
with a shortcut to find
shopping in their general
area. The search bar
above can be utilized the
same way to find specific
keywords for items.
EVENTS Icon ________________________________________________________________________
The Events Icon allows the
user to see what's
happening in town
throughout the week. We
treat each week as an
event that we promote
and present whatever is
going on in town. We
coordinate with the town
and resort to be sure our
events calendar is full of
activities for all ages.
EVENTS Icon (con’t) ________________________________________________________________________
Once an event is clicked
on, the user is directed to
the home page that we
create for each event
where we can include the
time, date, location,
description and even
purchase tickets.
RENTALS Icon ________________________________________________________________________
Our Rentals Icon functions
in the same manner as
the Eat/Drink & Shopping
Icon. It provides the user
with a list of rental shops
where they can get gear.
In the off season it
converts to a bike rental
platform.
Thank you from ResortApp
We look forward to answering any
questions you may have.
Joe Cleary – CEO joe@resortapp.com | www.resortapp.com | (303)929-5412
Art in Public Places Update
Public Works
November 08, 2016
New Acquisitions
Art in Public Places – www.artinvail.com
Molly Eppard
Art in Public Places Coordinator
Office: 1.970.479.2344
meppard@vailgov.com
The Town’s public art collection
includes 47 works ranging from
painting, sculptures, murals,
playground components, to site-
integrated art. 34 works are by
Coloradan artists.
Over 225 artists applied for “Calls to
Artists” in 2015/16.
50 Town of Vail | Public Works| 11/8/16
Red Eddy by Paul Vexler
Vail Village Welcome Center
51 Town of Vail | Public Works | 11/8/16
Flow: Vail’s Skatepark mosaic murals by Valerie Theberge
Zeke M. Pierce Skatepark - Lionshead
52 Town of Vail | Public Works | 11/8/16
Ford Park Portals by Chevo Studio
Ford Park
53 Town of Vail | Public Works | 11/8/16
Ford Park Portals by Chevo Studio
Ford Park
54 Town of Vail | Public Works | 11/8/16
Booth Creek Park Playground by Chevo Studio
Ford Park
55 Town of Vail | Public Works | 11/8/16
I-70 Underpass Installation by Gordon Huether
South Frontage Road
56 Town of Vail | Public Works | 11/8/16
New Interactive Collection Map
Artinvail.com
57 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Winter Solstice Lantern Workshops & Walk – Wednesday, December 21
Sponsored by Doe Browning
58 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Winter Solstice Lantern Workshops & Walk – Wednesday, December 21
Sponsored by Doe Browning
59 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Winter Solstice Lantern Workshops & Walk – Wednesday, December 21
Sponsored by Doe Browning
60 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Winter Solstice Lantern Workshops & Walk – Wednesday, December 21
Sponsored by Doe Browning
61 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21
Sponsored by Vicki & Kent Logan
62 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21
Sponsored by Vicki & Kent Logan
63 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21
Sponsored by Vicki & Kent Logan
64 Town of Vail | Public Works | 11/8/16
Winter 2016/17
Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21
Sponsored by Vicki & Kent Logan
65 Town of Vail | Public Works | 11/8/16
Winter 2016/17 Calendar
www.artinvail.com
Tuesday, December 20, 2016
*Lantern Making with the Alpine Arts Center
4:00 – 6:00 p.m. 2nd Floor of Lionshead Welcome Center
Wednesday, December 21, 2016
*Paper Lantern Making Workshop with Helen Hiebert
@ 1:30 - 4:30 p.m. - Vail Public Library
*Winter Solstice Lantern Walk in Vail Village
@ 5:00 – Slifer Square
*Grand Opening Celebration
Tenth Annual Vail Winterfest Ice Theater
@ 5:15 – Gore Creek Promenade
January 4 through April 5, 2017
*Winter Wednesday Art Walks@ 3:30 p.m.
First & Third Wednesdays of the Month
Meet at the Vail Village Welcome Center
66 Town of Vail | Public Works| 11/8/16