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Home My WebLink About0. VLMDACNOVMeetingFINALVAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL MEETING NOVEMBER 17, 2016 •CSE Allocations for 2017, Mark Gordon •Welcome Center Update, Amanda Zinn •MYPR Press Trip Survey Results, MYPR •TV8 Proposal, SITE •Discuss Next Steps for 2017 Tactics, All AGENDA CSE ALLOCATIONS FOR 2017 2017 Special Event Allocations-Strategic Overview Commission on Special Events November 17, 2016 COMMISSION ON SPECIAL EVENTS Mark Gordon Vice Chair, Commission on Special Events 5 Town of Vail | Commission on Special Events | 11/17/2016 CSE Purpose The purpose of the Commission on Special Events is to develop and deliver a calendar of events that accomplish the following objectives: 1.Align events with the Vail Brand: Like Nothing on Earth 2.Drive Positive Economic Impact - occupancy - sales tax - group business - return guests 3. Generate funding leverage 4. Attract destination guests; from out of state, international and in-state, who book overnight rooms 5. Oversee an optimal event calendar 6. Achieve a superior community and guest experience: Net Promoter Score 6 Town of Vail | Commission on Special Events | 11/17/2016 CSE Strategic Plan •Special events contribute to guest satisfaction, increased spending and sense of community. •Event funding decisions will be made in alignment with the strategies supported by the Vail Local Marketing District (VLMD). •Cooperation and communication with other community organizations are essential to the success of the CSE’s program. •Events that receive funding from the CSE must be compatible with the Vail Brand and be of a quality commensurate with Vail’s image as a world-class resort. •The use of measurable criteria in event selection, funding and evaluation is critical to ensuring progress. 7 Town of Vail | Commission on Special Events | 11/17/2016 2016 CSE Successes •Based on independent third-party survey data, the 2016 to date total direct economic impact is $24 million on an investment of $829,000 for the Community, Recreation and Cultural category. •Collaborated with VLMDAC to clearly identify lodging occupancy need times and recommended event types for 2017 planning. •Added question to RFP about environmentally sustainable event practices. •Received 14 new event applications, 12 in the Community, Recreation and Cultural category and 2 in the Education and Enrichment category. •Worked with staff and finance to identify in-kind request values for overall calculation during event funding decisions. 8 Town of Vail | Commission on Special Events | 11/17/2016 2017 Newly Funded Events Community, Recreation & Cultural Events 1.Vail Yeti Hockey - January-December @ Dobson Arena: The Vail Yeti are a semi-pro hockey club competing in the Mountain West Hockey League. The popular entertainment of the Yeti games draws families, locals and tourists. The Yeti host visiting teams from the Front Range, Mountain Region and also Arizona, Philadelphia, Idaho and Chicago. 2.Melee in the Mountains Roller Derby Tournament – April 29 @ Dobson Arena: The 10th Mountain Roller Dolls, as Women's Flat Track Derby Association members, promote and foster the sport of women's flat track roller derby by facilitating the development of athletic ability, sportswoman ship and goodwill among member leagues. 3.Vail Craft Beer Classic – June 16-18 in Vail Village: High end beer tasting including several smaller events. Bringing in beer experts from all over Colorado and beyond for 3 days of exceptional events. 4.Prep Baseball Reports West Championships – July 20-23 @ Ford Park: Baseball tournament hosting 35+ teams, marketed internationally in Asia. 9 Town of Vail | Commission on Special Events | 11/17/2016 2017 Newly Funded Events (continued) 5.Crazy Mountain Brewery’s Ed Fest – August 26 @ Gerald Ford Amphitheatre: Ed Fest is a celebration of the artistic expression of craft beer, food and music. 6.Taste of Vail South American Fall Wine Tasting – September 21-24 in Vail Village: Festival with focus on South American wines with seminars, outdoor tastings, wine pop-ups in restaurants, artistic programs and music. 7.Slow Fashion Vail – September 23-24 in Vail Village/Gore Creek Drive: Showcase Vail’s commitment to sustainable fashion, featuring workshops focused on eco-conscious lifestyle, fashion, self-care and fashion show as well as co- promotional efforts with local retailers Education & Enrichment Events/Programs •Community Art Events for the Town of Vail – January 1-December 31 @ various locations: Events will engage the Town of Vail guests and residents by providing an educational, hands on, visual arts experiences 10 Town of Vail | Commission on Special Events | 11/17/2016 2017 CSE & Event Strategies •Growth of successful existing events. •Optimize event calendar management aligned with opportunity and resource balance. •Continue commitment to fund independent, 3rd party surveys for designated events. 2017 will be the 3rd year for collecting event survey data. •Implement online RFP process for 2018, saving significant paper and time. •Evolution of online permit tool for greater efficiency and streamlined communication for internal teams and event producers. 11 Town of Vail | Commission on Special Events | 11/17/2016 QUESTIONS? THANK YOU WELCOME CENTER UPDATE MYPR PRESS TRIP SURVEY RESULTS MYPR PRESS TRIP SURVEY WHY •LISTEN, CONTINUAL IMPROVEMENT FOR ALL CLIENTS •ADDRESS A NUMBER OF SIMPLE ELEMENTS OF PRESS TRIPS CONTINUALLY GET DEBATED E.G. LENGTH OF TRIPS, BRINGING A GUEST, ETC. WHO •BLOGGERS, FREELANCE WRITERS AND IN-HOUSE JOURNALISTS WHO COVER TRAVEL •140 RESPONSES •ESTIMATE THAT MOST RESPONSES WERE FROM FREELANCE WRITERS MYPR PRESS TRIP SURVEY THE QUESTIONS •HOW OFTEN DO YOU RECEIVE STORY ASSIGNMENTS PRIOR TO GOING ON A PRESS TRIP? •WHEN ARE YOU MORE LIKELY TO ATTEND A PRESS TRIP? •DO YOU PREFER GROUP OR SOLO TRIPS? •HOW IMPORTANT IS THE OPTION TO BRING A GUEST? •WHAT IS THE IDEAL LENGTH OF A DOMESTIC TRIP? •WHAT IS THE IDEAL AMOUNT OF INFORMATION INCLUDED ON A PRESS TRIP ITINERARY? MYPR PRESS TRIP SURVEY KEY FINDINGS: •ONLY 23 PERCENT OF WRITERS HAVE A STORY ASSIGNMENT PRIOR TO GOING ON PRESS TRIPS. WE DISCOVERED IT IS MUCH MORE COMMON FOR WRITERS TO GET STORY IDEAS WHILE ON THE TRIP AND THEN PITCH THEIR EDITORS. •56 PERCENT OF WRITERS HAVE NO PREFERENCE WHETHER A PRESS TRIP IS OVER THE WEEKEND OR MID-WEEK. •39 PERCENT OF MEDIA PREFER A SOLO TRIP VERSUS A GROUP TRIP. ONLY 16 PERCENT OF MEDIA SAID THEY WOULD PREFER TO ATTEND A GROUP TRIP; THE REST WERE INDIFFERENT. •46 PERCENT OF WRITERS SAY THAT THE OPTION TO BRING A GUEST IS NOT IMPORTANT EXCEPT TO FAMILY TRAVEL WRITERS. MYPR PRESS TRIP SURVEY KEY FINDINGS CONTINUED… •41 PERCENT OF MEDIA THINK THAT THREE NIGHTS IS THE IDEAL LENGTH FOR A DOMESTIC PRESS TRIP. •WE LEARNED THAT MEDIA FIND IT HELPFUL TO HAVE A MORE ROBUST ITINERARY WITH DESCRIPTIONS OF ACTIVITIES, RESTAURANTS, ETC. AS OPPOSED TO JUST A BARE BONES; DATE, TIME AND PLACE ITINERARY. INCORPORATING ALL OF THE SOCIAL MEDIA HANDLES AND HASHTAGS THAT THEY MAY WANT TO USE WHILE ON THE TRIP ALSO IS HELPFUL. MYPR PRESS TRIP SURVEY OBSERVATIONS •THE FINDINGS FROM THE SURVEY CONFIRMED MOST, IF NOT ALL, OF WHAT WE ALREADY ARE DOING ON BEHALF OF OUR CLIENTS. •REALIZED WE ARE DOING UNIQUE THINGS THAT MEDIA HAVE NOT EXPERIENCED BEFORE E.G. WE DISTRIBUTE AN INTRODUCTORY EMAIL TO ALL GROUP PARTICIPANTS PRIOR TO THE TRIP SO THEY CAN CONNECT WITH EACH OTHER DIRECTLY AND VIA SOCIAL MEDIA BEFORE ARRIVING. •CONTINUAL IMPROVEMENT: –Screenshot and include the weather forecast on itineraries. –Create two itineraries, one bare bones itinerary and one with a high level of detail. – Provide fun facts in social media format prior to arrival for ease of use during the trip. TV8 PROPOSAL TV8 – VIEWERSHIP OVERVIEW •54% OF SURVEY RESPONDENTS STAYING IN PAID LODGING IN THE VAIL VALLEY WATCH TV8 DURING THEIR STAY. •82% REPORT THAT THEY WATCH GOOD MORNING VAIL. •62% OF SURVEY RESPONDENTS STAYING IN A SECOND HOME OR TIMESHARE WATCH TV8 DURING THEIR STAY. •82% OF THAT GROUP REPORT THEY WATCH GOOD MORNING VAIL •64% VIEWS HHI $100K+ •62% AGES 35 - 64 •IN SEASON, TV8 DELIVERS MORE THAN 14,000 VIEWERS PER DAY ALLOWING YOU TO REACH DEEPLY INTO YOUR TARGET AUDIENCE AND BUILD MESSAGE •VAIL ON MOUNTAIN DIGITAL: 8 LARGE TV SCREENS IN HIGH TRAFFIC, EXTENDED DWELL TIME AREAS (EAGLES NEST, MID-VAIL, TWO ELK, LOWER LIONSHEAD GONDOLA BAY TV8 – PROPOSAL •PROPOSAL A: TOTAL INVESTMENT $18,145 •Focus on On-Mountain Digital with 5x :15 messages per screen/hour from 10am – 4pm from 11/18- 4/23 •TV8 Weather Sponsorship position 1x day between 7am – 9am from 11/18 – 4/23 •PROPOSAL B: TOTAL INVESTMENT $21,488 •Add spots on TV8 with 2x day :30 spots in Good Morning and ROS Vail during Christmas weeks, Presidents’ Week and Spring Break Weeks •Focus on On-Mountain Digital with 5x :15 messages per screen/hour from 10am – 4pm from 11/18- 4/23 •TV8 Weather Sponsorship position 1x day between 7am – 9am from 11/18 – 4/23 •PROPOSAL C: TOTAL INVESTMENT $24,315 •Focuses spots on TV8 with 4x day :30 spots only during Good Morning (not ROS) Vail during Christmas weeks, Presidents’ Week and Spring Break Weeks •Focus on On-Mountain Digital with 5x :15 messages per screen/hour from 10am – 4pm from 11/18- 4/23 •TV8 Weather Sponsorship position 1x day between 7am – 9am from 11/18 – 4/23 DISCUSS NEXT STEPS FOR 2017 TACTICS 2016 RESULTS & 2017 GOALS 2016 Goals 2016 Results 2017 Annual Goal 5-year Goal +3% May +11.6%; June +6%; July +3.7% Sales Tax Increase +3% +15% +2% May-July +14% DestiMetrics Occupancy +2% +10% +4% +30% Group Occupancy +4% +20% 60% of Mix To Be Reported Destination Visits +65% Monitor (84 in 2015) 83 (thru 8/1) Net Promoter Score 83-84 84-85 Will Measure in 2017 Consideration +2% 5%-8% International Visits +15% In State Visits 11% of Mix 20% of Mix 55% in 2015 To Be Reported To Be Reported 60% of Mix 11% of Mix 20% of Mix TARGET AUDIENCES TARGET AUDIENCES Adults overnight summer trip to CO, UT, NM National: HHI $200K+ Dynamic Families Active Professionals Super Boomers National Adults 35-54 with children, overnight summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago. LA): HHI $100K+ Denver: HHI $75K+ Adults 25-35 without children, overnight summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago. LA): HHI $100K+ Denver: HHI $75K+ Adults 55-65, overnight trip to CO, NM, UT HHI $75K Destination (Houston, Dallas, Chicago. LA): HHI $100K+ Denver: HHI $75K+ TARGET AUDIENCES A trip is the largest discretionary purchase – more than home improvements, financial investments or health-related products Dynamic Families Active Professionals Super Boomers National 87% of families plan to travel in the next year. 78% of Millennials will choose to splurge on experiences over “things.” This audience alone generates more than $180 billion in annual tourism revenue. Practically all Baby Boomers (99%) anticipate traveling for leisure in 2016, with approximately 4-5 trips in the works. Think with Google, 2016; Forbes, 2016; AARP, 2016 INTERNATIONAL AUDIENCE •High Net Worth Families •Mexico City, Monterrey, Guadalajara, Merida and 2nd Home Owners •Panamanians – Families and Golfers Strengthen Vail’s position as a year-round destination that appeals to a broad audience, by elevating the summer brand position. OVERARCHING GOAL 2017 MARKETING OBJECTIVES •Increase Sales Tax Revenue •Increase May-October Occupancy •Increase Group Occupancy •Optimize Visitor Mix •Monitor Net Promoter Score •Increase Consideration Percentage as Measured by Burke Continue the momentum and build on the powerful leadership position of the year-round Vail brand. •Strengthen Vail’s position as a year-round destination by unifying the brand message in winter and summer •Leverage Summer research to increase consideration •Focus on core audience while broadening and increasing relevancy with younger demographic •Maximize off peak, mid-week and shoulder seasons •Increase Customer Relationship capacity to maintain repeat guests and re- engage lapsed guests 2017 STRATEGIES •Optimize mix to drive revenue: Percent of Destination, Front Range Overnight and International (Mexico/Latin American) guests while retaining Front Range day guests •Increase awareness of Vail as a group & meeting destination and to drive quality leads to the lodging community •Support EGE flights with targeted and integrated efforts in flight markets •Leverage summer events and identify new events to build overnight guests and mid week traffic •Leverage and integrate with Colorado Tourism efforts in key Destination Markets 2017 STRATEGIES WHY $500,000 MORE FOR 2017? •Keeps Vail in the leadership position and maintains our competitive edge among other mountain destinations •Increases our ability to be in market longer and during key timeframes •Allows us to reach more of our audience nationally, within destination markets and in the Front Range •Increases the momentum for reaching annual and 5-year goals 2017 BUDGET $3,750,000 $1,290,000 34% $274,000 7% $226,500 6% $110,000 3% $58,000 2% $752,965 20% $115,000 3% $136,088 4% $185,000 5% $110,500 3% $366,947 10% $125,000 3% Destination Efforts Front Range International Branding Production Groups PR Research Photo/Video Web/Email/Social 2017 YOY BUDGET SHIFTS THANK YOU! Upcoming Meetings: VLMDAC Meeting, December 15, 2016, 8:30 – 11:00AM, Antlers Lodge