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Home My WebLink About16. PRReport.YearEnd January 16, 2017 TO: Vail Local Marketing District Advisory Council FROM: Kristin Yantis and Melissa Delekta, MYPR CC: Kelli McDonald, Town of Vail RE: 2016 Year End Public Relations Report Year End PR Report Although we have shifted to focusing more on qualitative measurements, one of the key ways to measure against our comp set is reviewing number of clips secured to date. Following is a graph that outlines media coverage of Vail against its comp set for all of 2016. The following illustrates why numbers do not tell the whole story. The qualitative measurements are so much more important as they tell a bigger story about tone, message, as well as positive and negative sentiment. ¥ Aspen o Extensive coverage of summer festival in Aspen including Jazz Aspen Snowmass, Aspen Santa Fe ballet and the Aspen Insitutue. o Media coverage continues to be more local than big, national placements. o More coverage of Aspen Food & Wine this year versus 2015. o One story entitled “Afforable Aspen – Yes, It’s Possible” ran in syndication in a variety of outlets. o The community received quite a bit of coverage for the mountain reopening over Memorial Day weekend. o Leaf peeping release (PR Newswire distribution). o Aspen Institute announced a $35,000 Aspen words literary contest (PR Newswire distribution). o Maroon Bells record visitation – busiest summer in decades. o Jazz Aspen sponsorship announcement (PR Newswire distribution). ¥ Breckenridge o Most of the early summer coverage for Breckenridge was the result of an Epic Discovery press release distributed on the wire by Vail Resorts. 0 100 200 300 400 500 600 700 800 Aspen Breckenridge Park City Steamboat Vail Placements at Year End o There also was a lot of local coverage about how the USA Pro Challenge will not take place this summer. o A story about how couples are choosing to incorproate cannibis into their weddings ran in a number of media outlets. Craft beer and the Breckenridge beer festival received extensive coverage as well. o Vail Resorts quarterly earning report announcing Breckenridge will offer Epic Discovery next year. o Pro cycling could come back to Breckenridge. o Stories about the International Festival of Arts. o A few stories about the Breckenridge Beer Festival. ¥ Park City o Most Q1 coverage focused on Park City as a great mountain bike location. o This was the most coverage we’ve seen from Park City in Q2 the last two years. Two stories dominated the coverage – 1) the renovation of the Marriott in Park City and 2) the Tour of Utah. o Listed among the most underated cities in America – the story got picked up in a few outlets. o Austin family got burned on a slide ride at Olympic Park – the story ran on the wire and got a lot of pickup. It was a very negative story. o Kimball Arts Festival release (PR Newswire distribution). o Deer Valley seemed to have a concerted effort for summer media coverage. ¥ Steamboat o There were numerous stories about camping in the Steamboat area as well as roundup articles about theater camps, one of which is in the resort. o More local/regional media coverage v. national. o Biking – mountain and road – seemed to be a larger message in a lot of the coverage. o Fishing vacations were a big message in coverage. ¥ Vail o A lot of coverage about the launch of Epic Discovery that was the result of Vail Resorts distributing a news release on the wire about the new summer program. Information also highlighted happenings at Heavenly and Breckenrige. o Announcement coverage for summer events in Vail including GoPro Mountain Games, Bravo! Music festival line-up and highlights of the Vail international Dance Festival. o New flight from LA to EGE on American Airlines announcement. o Vail had more extensive regional and national placements in outlets such as Shape, Ft. Worth Star Telegram, Boston Herald and Denver Life magazine. o Messages in coverage include Epic Discovery, GoPro Mountain Games and dining/food. Vail Sample Media Placements – 2016 *Asterick notes key market publication placement. ¥ Bloomberg.com – Feb. 11, 2016* Headline: Summer 2016 Heats Up in Colorado Link: http://www.bloomberg.com/research/markets/news/article.asp?docKey=600- 201602111601MRKTWIREUSPR_____1243650-1 Note: Result of pitching summer information to the CTO. ¥ Money Magazine (Time.com)* – May 26, 2016 Headline: Where to Vacation This Summer Link: http://time.com/money/4342566/family-trips-vacation-summer-road-trip-beach/ Note: Results of MYPR pitching the reporter this spring. ¥ Forth Worth Star Telegram* – June 5, 2016 Headline: Think of Vail as a summer destination Link: http://www.star-telegram.com/living/travel/article81110357.html Note: Result of hosting the writer during Epic Sneak Preview press trip last summer. ¥ Forbes.com* – June 4, 2016 Headline: A Music Lover’s Dream: Summer at Ski Resorts Link: http://www.forbes.com/sites/larryolmsted/2016/06/04/music-lovers-dream-summer-at-ski- resorts/#70fa55ce354c Note: Result of long-standing relationship with this travel writer. ¥ MSN Travel* – June 20, 2016 Headline: The 10 life-list adventures Link: http://www.msn.com/en-us/travel/tripideas/top-10-life-list-adventures/ss-AAhMFAK Note: Result of MYPR support of llama hiking with Paragon Guides. ¥ 303Magazine.com* – June 22, 2016 Headline: 3 Completely New Ways to Enjoy Vail in the Summer Link: https://303magazine.com/2016/06/3-completely-new-ways-enjoy-vail-summer/ Note: Result of hosting the writer to a visit to Vail in June 2016. ¥ Shape Magazine* – August 2016 Headline: Live Healthy Travel Link: Sample provided at July VLMDAC meeting. Note: Result of MYPR’s relationship with managing editor Lisa Loverro who we’ve met with in New York a number of times and hosted in Vail summer 2014. ¥ Denver Life* - August 2016 Headline: Mountain Playground Link: Scan will be provided in quarterly wrap up. Full-page feature. Note: Result of MYPR meeting with the new executive editor in February 2016. A full list media clips is available in the PR folder of the new Town of Vail file sharing site for VLMDAC information. Qualitative Media Coverage Statistics Share of Voice – Extent of Coverage 2016 KPI was to maintain 84 percent “extensive” & “significant” measurement. As of year-end we’ve maintained 88 percent. Key Messages 2016 KPI was to grow the “family” message. As of year-end FAMILY is 14 percent - a 6 percent growth over the 2015 statistic of 8 percent. Agency Highlights from 2016 • Conducted in-market media visits in Los Angeles, Chicago, New York City and Mexico. • Hosted a Front Range media event. • Created unique, viewfinder leave behind for media. Mailers were sent throughout the year with new carousels featuring pictures relating to key messages. Epic discovery, cuisine, etc. • Coordinated throughout the year with the team from Vail Mountain pr to ensure that their pr agency and MYPR were in sync with media targets for press trips and individual visits. – Collaborated with Vail Mountain on the launch of Epic Discovery which, coincided with MYPR’s June press trip. • Continually updated Vail.com summer media center. • Hosted more than 60 writers and influencers on Vail’s behalf over summer. – This included three press trips; an Epic Discovery Press trip in June, a Mexican Influencer trip in July, and a Culinary Bootcamp trip in August. – Hosted more media than ever before in June. • Worked with the PR Subcommittee to hone in on specific strategies and tactics for 2017. • Together with Cactus, developed the 2017 target media list based on the new customer profile information. • Hosted community partners meetings jointly with Vail Mountain. Social Media Highlights Social media influencers have become more important and we are seeing that writers on our press trips are prioritizing social posts too. In response to this trend we are putting more of an emphasis on tracking and capturing content posted while writers are in Vail. We’ve provided you with a few posts from this past summer as reference and are working on the best way of measuring in 2017. Following are statistics to illustrate the reach of these influencers as well as sample posts. ¥ Katie Dillion (La Jolla Mom): Facebook Likes: 17.6K | Instagram Followers: 30K | Twitter Followers: 68.3K ¥ Ashley Rossi (Smarter Travel): Facebook Likes: 59.8K | Instagram Followers: 19.2K | Twitter Followers: 288K ¥ Kim Orlando (Traveling Mom): Facebook Likes: 77.2K | Instagram Followers: 8.5K | Twitter Followers: 30.6K ¥ Leah DeAngelis (The Modern Traveler) Facebook Likes: N/A | Instagram Followers: 8.5K | Twitter Followers: 15.1K