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VLMDAC March Meeting FINALVAIL LOCAL MARKETING DISTRICT MEETING MARCH 16, 2017 AGENDA / •ECO TRANSIT UPDATE, CHRIS LUBBUERS •CREATIVE EXECUTIONS, CACTUS •SUMMER LODGING OFFERS, SITE •CVENT DEEP DIVE & ROI, VVP •RESEARCH PROPOSAL, VVP •CHICAGO TRIP UPDATE, MYPR •VRD & WALKING MOUNTIANS PROGRAMMING •INTERNTATIONAL PLAN, VAIL RESORTS ECO TRANSIT UPDATE, CHRIS LUBBERS CHRIS LUBBERS EAGLE COUNTY DIRECTOR, TRANSIT AND FLEET Transit Update Bio Began as Director of Transit and Trails September 2015 Became Director of Transit and Fleet this month Previously 18 years in the resort industry Beaver Creek Grew Transit Service 300% Welcome the change to public service Share my customer-centric mindset Live in Eagle 2 daughters 15 and 16 attending Eagle Valley High School Bachelor’s Degree in Business Administration Emphasis on Management Master’s Degree in Business Administration Emphasis on Finance Next challenge, MPA The State of ECO Transit, Trails and Fleet Recent Legislation HB1067 Extended sunset for mill levies imposed by RTAs, Passed House and Senate The State of ECO Transit, Trails and Fleet Financial Sales tax .5% Back to 2007 levels Annual Revenue approximately $9.2M Income Fare boxes Grants from FTA/CDOT Operating surpluses of $500K to $600K Reserves currently $2M The State of ECO Transit, Trails and Fleet Trail Connectivity 1st on Governor's ‘Colorado 16’ most important trail sections Won $2M from GOCO Currently building $7M trail between Eagle and Wolcott The State of ECO Transit, Trails and Fleet Fleet Operations County’s fleet of cars, trucks, buses and equipment Process improvement focused on the customer Seeking alternative fuels Electrification The State of ECO Transit, Trails and Fleet Mass Transit Operating from 3 different facilities Service seems to be hitting the areas that need it most Route timing and frequency seem to be meeting the demand for service We have not performed a Rider and Community Survey in many years Consultant was here in 2011 Resulted in a spine/circulator concept which later failed Advisory board consisting of 8 members Comprehensive Transit Study Transportation Development Plan (TDP) 12 – 14 month span, Began February 2017, Final report mid 2018 Nelson\Nygaard, Boston MA, $150K Stakeholder involvement and surveying Stakeholder interviews Advisory committee Presentations to County Commissioners and City Councils Project web site Passenger survey Service analysis Review Prior Studies Evaluate Existing Systems Examine each route and service How well it serves its intended markets How well it works within other systems Alignment and service patterns Fare structure Ridership characteristics Productivity and On-time performance How well services complement each other Comprehensive Transit Study Potential improvements Capital and Operating Needs Marketing Plan Trail Report Market Analysis Service gaps Underserved populations Population and Employment Densities Where people live and where they work Demographics Major Activity Centers Travel Patterns Comprehensive Transit Study Deliverables Working paper State of the system report Potential service improvements New services Route realignments Changes to service frequencies Changes to service levels by season New express or ultra-express routes Reduction of service duplication/redundancy Comprehensive Transit Study Ride sharing technologies Stop consolidation Changes to flag stop policy Integration/connectivity with other transit providers Connectivity with other modes Changes to fare structure Technology upgrades Capital plan Financial plan Funding strategies CREATIVE EXECUTIONS, CACTUS SUMMER LODGING OFFERS, SITE SUMMER LODGING OFFERS BY AUDIENCE / Dynamic Family Active Professional Super Boomer Book By Book By Book By Best Available/30% off all summer Best Available/30% off all summer Best Available/30% off all summer Epic Discovery Epic Discovery Mid Week Mid Week Fall Fall SUMMER LODGING OFFERS & TIMING / April May JUNE JULY AUGUST SEPTEMBER OCTOBER Destination Summer Lodging Special - Save up to 30% TV/Digital Summer Lodging Special - Early Bookings Means Big Savings in Vail TV/Digital Midweek Break - Get the Best Available Rates on Lodging in Vail TV/Digital Dallas/Houston Air Messages TV/Digital Epic Discovery Package (Lodging w/Activity Pass) Digital Fall In Love With Vail - Get the Best Available Rates on Lodging. Digital Front Range Summer Lodging Special - Save up to 30% TV/Digital/ Print Midweek Getaway - Get the Best Available Rates on Lodging in Vail TV/Digital Summer Lodging Special - Early Bookings Means Big Savings in Vail TV/Digital Epic Discovery Package (Lodging w/Activity Pass) Digital Fall In Love With Vail - Get the Best Available Rates on Lodging. TV/Digital CVENT DEEP DIVE & ROI, VVP CVENT / Current Placements CVENT / Vail site advertising CVENT / Park City Utah advertising CVENT / Request Quote Button CVENT / CVB Copy Button CVENT / VVP Performance CVENT / Vail Overall Performance: $2,913,150 CVENT / Total investment: $10,641 CVENT / New opportunities: 2017 investment = $20,729 CVENT / Video Retargeting CVENT / Video Retargeting CVENT / Video Retargeting CVENT / Video Retargeting CVENT / Video Retargeting CVENT / Video Retargeting RESEARCH PROPOSAL, VVP RESEARCH UPDATE / •Intercept Study (short study – in person) •Follow up Survey (web based) Summer research efforts with RRC Associates RESEARCH UPDATE / Intercept Study: •A Short Survey will be developed (up to a maximum of six questions anticipated) and conclude with a request for an email in order to contact the individual with a more in-depth follow-up survey. (Note that these surveys will not be administered to local residents. However, a down-valley resident in Vail for a visit would be included in the surveying, similar to the methods used in the past.) •RRC would then design and host the Follow-up Survey and would tie the responses from the intercept to the follow-up response. •We are proposing that the majority of surveys conducted this summer be completed using this technique and have suggested a sample of approximately 1,500 intercept interviews to be somewhat consistent with past studies. RESEARCH UPDATE / Web follow up survey: •The Web Follow-up Survey will be designed to probe in depth a number of different topics. •It will include strong incentives to encourage response. •We suggest that two drawing for prizes of substantial value be conducted on or about August 10 and a second at the conclusion of the surveying in October. •RRC has found that this “two drawing” technique can significantly improve overall response rates. RESEARCH UPDATE / Scope: RRC will conduct: Training and supervision of interviewers Survey locations to be finalized but they are expected to include: •Vail Village •Lionshead Note, the surveys will not be conducted on Vail Mountain. Short form incentives provided by VLMD; we suggest something such as lip balm, grocery bags, etc. that have value to each participant – ideas to be discussed. The budget does include the costs of two major prize drawings at a value of $500 apiece. RESEARCH UPDATE / Scope: Final Written Report and Presentation: •RRC’s work will include a Power Point presentation of Key Findings, as well as more detailed data including selected crosstabs, and appropriate exploration of data through charts and tables on topics that are of strategic or policy interest. Our standard reporting deliverables would include up to five (5) colored copies of the Power Point presentation, as well as an electronic PDF copy. Additional hard copies are billed at cost. •Presentation of results will be held in Vail at the conclusion of the study. •Periodic updates on findings (data reports) and a mid-season data overview will be provided on a schedule to be determined. RESEARCH UPDATE / •Design the digital survey with assistance from local representatives for distribution by lodging properties. The survey would include an invitation message, a series of questions and an incentive offer with an appropriate sign- up page. •Work with VVP staff to communicate the program to lodge properties and provide reassurance about confidentiality of lists and results, and an understanding of the anticipated content of reports. •Compile survey results and present results to properties on an agreed-upon schedule. Lodging follow up study: RESEARCH UPDATE / We anticipate that the e-mailed survey will be brief, designed to obtain important but limited information. Ideally, it might include an electronic cover letter from a Vail official designed to encourage participation. It would also contain one “open- ended” question. The content of the question will be designed with input from VLMDAC. The questionnaire will be designed to gather a variety of information regarding: •level of satisfaction with multiple aspects of lodging including satisfaction with service and facilities, cost in relation to value, and community attributes, including key strengths and weaknesses of the town; •expenditures during the visit; •likelihood of return to the property and to recommend the property; •an open-ended question to obtain constructive suggestions for improvements in the Vail experience, and visitor demographics. Lodging follow up study: RESEARCH UPDATE / Proposed cost: CHICAGO TRIP UPDATE, MYPR CHICAGO MEDIA MISSION / •CHICAGO BLACKHAWKS GAME •12 ATTENDEES •PARTNERSHIP WITH VAIL RESORTS & UNITED Month Date, Year 45 CHICAGO MEDIA MISSION / Month Date, Year PR UPDATE / IN-MARKET TRAVEL UPDATE •SATW UPDATE •BAY AREA MEDIA TOUR •DENVER INDIVIDUAL/SMALL GROUP MEETINGS SUMMER PRESS TRIPS •CONFIRMED MACARONI KIDS TOP MARKET PRODUCERS •JUNE PRESS TRIP WITH HOTEL TALISA •SEPTEMBER PRESS TRIP DETAILS TBD Month Date, Year 47 VRD & WALKING MOUNTAINS PROGRAMMING VAIL REC DISTRICT SUMMER / Brief Overview of VRD Summer Programming •Day Camps •Sports Camps •Races – Trail Running*, Mountain Biking, Whitewater •Tournaments •Leagues •Open Gyms •Indicates known promotion on Vail.com currently or in past VAIL REC DISTRICT SUMMER / VRD Summer Facilities •Vail Golf Club* •Vail Tennis Center •Dobson Ice Arena* •Vail Gymnastics Center •Community Programming •Imagination Station* •Golden Peak Pickle ball •Zeke M. Pierce Skatepark* •Ford Park Fields/Vail Athletic Fields •Vail Nature Center * Indicates known promotion on Vail.com currently or in past WALKING MOUNTAINS SUMMER / Overview of Walking Mountains Science Center Programs, Locations, Reach: •We serve over 90,000 people a year (31,000 visit our locations in Vail) •Specific to Vail Summer: •Hiking* •Zero Waste Events •Epic Discovery •Private tours for Epic Promise •Roaming Forest Ranger •Nature Discovery Center* •Vail Nature Center* * Indicates known promotion on Vail.com currently or in past WALKING MOUNTAINS SUMMER / Partnerships •The Nature Discovery Center (atop Lionshead gondola) is operated through a cost share agreement with Vail Resorts and USFS •The Vail Nature Center (across Gore Creek from Ford Amphitheater) is operated through a partnership with Town of Vail and VRD •Partner promotion of our free and paid programs that enhance the guest experience are vital to success Sustainability •Climate Action Plan for the Eagle County Community •Town of Vail Sustainable Destination Certification INTERNATIONAL PLAN, VR VAIL VERANO 2017/ Panama Sales Mission January 22-30 / May Dates TBD •Press & Media Interviews and Event / Sales Calls Trainings and Travel Agent Event / Direct Consumer Weekend BuenAventura, Golf Tournament, BBQ, RockBand and Presentations •Panama & Colombia Sales Mission – May 21-30 – Direct Consumer, Travel Agent, Press and Media – COPA Airlines – working on Direct Flight •Summer Group Quoted through Margo Tours – 250 Clients– July 15-30 Mexico –April 24th – May 7th •Cancun, Irapuato, Leon, Guadalajara, Monterrey (?) Mexico City •NEW – Cancun – Events with Porsche and Moet Champagne – Direct Consumer, Press and Media and Travel Agent •Marketing Campaign in Cancun Movie Theaters, Top Magazines FAM TOURS – •Press & Media FAM – Kristin Yantis – June 22-26 •JVW 3 FAMS – June 22-26 – Mexico July 1-6 – Brazil / Sept, 14-18 Thank you! Next Meetings: VLMDAC Meeting, April 20, 2017, 8:30 – 11:30AM, Grand View Room Event Promoter Brand Summit, April 20, 2017, 12:30 – 1:30PM, Grand View Room ** Note different location for the April meetings APPENDIX MEXICO VAIL SUMMER 2017 PROPOSAL MEXICO VAIL VERANO 2017 PR SCOPE OF WORK May through September 2017 MEXICO VAIL VERANO 2017 MISION May 4-7 2017 * Dance Fest High End Families Cultural Events: May 16 2017 - Syl to Operate * Press Gourmet Cruiser Tour and event: May 5th 2017 * Influencers Gourmet Cruiser Tour and Concert covered by top media: May 6 2017 * Branding through prizes in: a) Ascenso Cortes b) Golf Tournament FAMS *Influencers FAM - Jenny *Press & Media Fam – Kristin Yantis *Surgiste attendees for MEXICO VAIL VERANO 2017 SUGGESTED PRESS BUY Media Mix: Print, Digital, Billboards. Active from May until July. MEXICO VAIL VERANO 2017 SUGGESTED SELL PACKAGES – Through Wholesalers 1. GOLF 2. DANCE FEST MEXICO VAIL VERANO 2017 PR SCOPE OF WORK May through September 2017 For the 20K retainer fee SR/PR will deliver: A comprehensive multimedia Communications Strategy for Vail Verano 2017 in Mexico. The plan will include an overall strategy for the market, including: Public Relations and communications activities. Press and media targeted coverage and articles featuring the different range of activities during summer plus good prices versus other seasons.. In market events and promotions. Newsletter Media buy recommendations based on market knowledge including: print, digital, radio and social media. Serve as the Mexico-based press and marketing office for Vail Verano (Town of Vail). Promoting special designed sell packages. Invite proper profiles and attend requested FAMS for Vail Verano including Press and Media / Influencers. Issue – and translate/write – select, appropriate news releases, pitches and ad hoc marketing/advertising to the Mexican market on behalf of Vail Verano throughout the term of May through Sept, starting in advance in order to have articles out in media that prints in advance at the right timing. Actively pitch stories on behalf of Town of Vail about Vail Verano. Provide Town of Vail with ongoing market intelligence, to include travel trends, competitive activity in market, financial/political Intel, on a regular basis. Explore broadcast opportunities in Mexico, as well as use of video and images from resorts, for events. Identify and help execute special promotions and publicity opportunities with leading influencers, luxury brands and media. Deliver Reports on all actions executed and results. VAIL VERANO CRUISERS BIKE GOURMET TOUR /PRESS & MEDIA May 6th 2017 We suggest highlighting one of the Vail Verano activities that have been best rated when doing press or influencers fams. A cruiser bike restaurant tour where we can talk of a different Vail Verano experiences and news at each stop (3 max). We will have an alternative bike bus for reporters that don´t feel like cycling. We will choose settings that resemble the Vail Verano experience. Bikes will be Vail branded. We will be giving out relevant information throughout the tour and they will know there will be questions at the last stop in order to win prizes, this will double perk their attention. We will create special hashtags per stop speaking of the different angles in resort: #VailVeranoSports #VailVeranoGourmet #VailVeranoArt etc.. It is like a rally. VAIL VERANO CRUISERS BIKE GOURMET TOUR /BRUNCH & CONCERT May 6th 2017 This event will host a 30 people VIP group on a gourmet VAIL VERANO branded cruiser bike tour with “Rock n´ruedas” company that will end up at a mexican landmark in Condesa neighborhood where the rest of the influencers and potential new Vail Summer clients will have a brunch and concert. The bike tour will have predesigned stops where Vail verano info will be shared and a trivia will be held at the end, the winner receives one of our prizes. The vip group will join the rest of the Vail Verano influnecers and potential clients gourmet brunch. This event will hold 170 people. This is the venue and inspiration of the event: https://www.youtube.com/watch?v=NM SaOyqQqkY All bikes will be Vail Verano branded. As giveaway for both events we will give out a small tree in a very eco friendly flower pot in Sync with Vail Verano And Epic Discovery´s commitment with Nature Conservancy. We suggest profiting on what we built last year with the high end Mexican families that participate in DanceFest. Continuing the communication and familiarty generated last year in a more contundent way, driving this very natural market to visit Vail during the summer. At least 80% of this families ski every year, they are fond of the resort and appreciate cultural activities. It is a natural market for Vail Verano. We suggest sponsoring Dance Fest this year with: Vail Verano branding on all their series of events and communication: Convocatory, Invitation, Social Media, Posters, Press Coneference, Master Classes, Press Coverage and during the Festival. Have one of 2017 Vail International Dance Festival Dancers / Choreographers be one of the main choreographers for Dance Fest. Present a Vail Summer video at the begining of the Festival. Have the VIDF choreographers design a choreography with all participants entitled Vail Summer and do the dance with Vail Verano logo and video behind. We will have big format wide screen during the event with VIDF videos and Vail summer activities videos on a loop and within the Vail Verano VIP Hospitality Lounge. Send our sales package to all Dance Fest database. 500 TOP Mexican families, 2000 people attend the event. FAMS PRESS: I suggest a mix within: lifestyle/luxury, travel and sports media. How many people on this FAM? I suggest doing it as early as posible to profit on their early summer arrticles, word of mouth and communication. Something around: June 7 until the 11th. INFLUENCERS: We can mix our influencer FAM along with your JVW Fam tour. I suggest bringing over one media outlet during VIDF to cover all aspects and the mexican crowd we will have with the trips package sell. Same thing for the Golf package. SELL PACKAGES GOLF: July 22-31 Package should include: Lodging 2 or 3 green fees in at least two different courses A golf clinic with a golf pro would pick up very well for mexicans. Epic Discovery Day Pass (for number of family members) breakfast I suggest promoting this package through flyers within Country Clubs or adds in their magazines, golf ranges and golf stores in Mexico. Online adds. Facebook adds. Men´s magazines or their online version such as: GQ, Men´s Health, Life & Style. Newsletter to our top data base of sports men as well as Mexico´s National Golf Federation database / web. Through a prize on top tournaments in Mexico in April and May. Of course thorugh wholesalers. DANCE FEST: July 29 – Aug. 12 Package should include: Lodging with breakfast (if not in a condo) A dance clinic or master class VIDF passport. With a meet & greet a specific choreographer. Epic Discovery day pass I suggest promoting this package through Dance Fest web page, DanceFest social media, through flyers in top mexican dance studios that participate in Dance Fest ( 15 studios, more than 2000 families), through newspaper travel & arts/entertainment sections, adds in theater & ballet programs, culture and entertainment magazines. I also suggest doing some sort of joined venture with Cosmo Educación and the other top education travel agencies in mexico to promote Vail Verano families travelling there by promoting kids camps on time, a lodging/ kids camp package would also work. PAID MEDIA Based on our knowledge of the mexican market and the mexican media we suggest appealing media sections speaking to: families, family recreation, outdoors, adventure, sports, culture and entertainment, travel and camps. Press: Reforma Newspaper Social Suplement CLUB, El Universal, Excelsior and Reforma Travel Sections. Magazines: Nat Geo, Donde Ir?, (Where to?), Quien, CARAS, Travel & Leisure, Travesias Digital Digital campaign with Editorial expansión. Social Media: Facebook adds Billboards: Within the top 3 universities in Mexico: IBERO, ANAHUAC, TEC. At the Mexico-Valle de Bravo highway Shopping malls. Mupis TIMING: MARKETING / PR & PRESS MEXICO MISION 2017 May 4-7 – Thursday – Sunday are enough days. Dancefest we would do on your behalf (1 week later) FAMS PRESS &MEDIA As early as possible. Influencers can be along JVW Fam Tour I would need 12 spaces if possible including two media people. PAYED ADD PLAN: May / June / July BUDGETS *Budget requested for all events ( Dance fest + Media Gourmet Bike tour + Influencers Gourmet Bike Tour for vip´s and Influnenecr´s concert & brunch $ 50K Paid Media Budget requested for paid media is $45K minimum, we spent $30K last year.