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HomeMy WebLinkAbout12. JVW Mexico SUMMER Sales Mission Mexico Summer Sales Mission Jennifer Viditz-Ward April 25th – May 7th Trip Report – Sales Mission - traveled through Mexico for the VLMD for 2 Weeks to 6 Different Cities promoting all Vail Verano Activates. Times are challenging at this time due to the perceived US Political Stance on Mexico, this has had a negative and emotional impact on Mexicans and many are saying that they are boycotting the USA. It is IMPERATIVE that we continue to use and reinforce the VAIL LOVES MEXICO message in all that we do, this is very well received. Every presentation lead and closed with “VAIL LOVES MEXICO” this message is an emotional connection to the people and they literally applaud when we use it. It seems very simple and basic but this is certainly something that we need to continue to use in VAIL with every opportunity that we can. Many US destinations are feeling the boycott of the USA, at this time DISNEY is offering exclusive to Mexicans 50% off any vacation to Disney, this has never been offered before. Mexico Tourism has seen a huge spike in Mexicans Traveling domestically. South America is also seeing lots of increase in Mexican Tourists, especially to Colombia, Peru, Canada, Europe and Chile. Many Mexicans, say they are intentionally boycotting the USA due to Political Sentiments that have since been spun up into the most negative possible. This emotional impact that we are experiencing for the 1st time seems far more dangerous to our markets but it is certainly one that we can help change through our messaging of Vail Loves Mexico. Mexicans will get over political statements with time but we have a huge opportunity to continue our messaging in resort with VAIL LOVES MEXICO, we have also created the Hashtag - #VAILLOVESMEXICO and we are leading with that in all of our events. I realize that I am somewhat repetitive with this but it is key to continue to play the emotional card and hopefully offer some great perks and incentives. We polled many of our wholesalers and continued our conversations with several questions, please see below in report for feedback. The one hook to get Mexicans to our resorts is DISCOUNTS, many wholesalers say they go first where the price is lowest and then they look for additional amenities. On a Positive and hopeful note Mexicans will forget and they will return the USA. Delta and Aeromexico have just entered into a JCA – Joint Cooperation Agreement. We have great opportunity to recapture the Mexican Market for next year because Semana Santa March 24-April 1 and Semana Pascual April 1- 8 fall at the perfect time, however the Wholesalers say they are still hesitant to lock in any Blocks or Charter Seats for the US but they have already requested planes and Seats for Vancouver. We will be going into Mexico Early next year and we are planning to move VAIL SNOWBALL to Oct. 18th in order to recapture our very past loyal Mexican Clients, I have suggested that we do the VAIL Masquerade SnowBall with the Theme of “VAIL LOVES YOU” We are also proposing to do a Flash Mob with the Dance Fest Company to help bring a bigger bang to this event. I would highly encourage that we go to market for the October Missions with a Massive Discounted offer, of up to 40% off for a limited time. Mexico – We are polling all of our wholesaler’s with the following questions, here are the first responses. Viajes Holam – Anwers in Red 1) What are the primary challenges you see ahead for us in getting clients back to VAIL and the USA? Situation was strange, some of the situations are out of our control ( exchange rate, political issues) hopefully for next season things will be more stable 2) Knowing that there are a lot of influencers that effect a reason where someone chooses to holiday how best should we collectively tackle the challenges? Most of the influencers came to VAIL 3) Is it important that we have animation and specific experiences during Semana Santa  VAIL Events – would you suggest that Mexicans would book if they knew there were Special events solely dedicated to them? An event It’s not a main reason to decide. Instead of spending money in the event you should focus in savings for families specially in semanan santa some free lessons for their kids for example  What suggestions do you have for us for these events? YOUNG adults maybe a good concert, but semana santa is a family vacation and savings would be more attractive than any event  Do you recommend a big family event? NO 4) Can we effect the timing of when your customers book. What offers would you suggest in order have your clients want to book VAIL? Time frame booking have change a lot, we have some taking advantage of the early booking promos and some last minute also…Mexican compare a lot, it will be great to be the best option for the Mexican an Market again and have 100% control of the situation, when we sell a package to Vail you get all the clients information and you start sending them a lot of incentives to book direct, we try to maintain our clients, and when we call the clients that usually buy epic pass (as an example) we find out that some of them booked direct because they got an email from vail resorts offering to buy their pass with a click in the e mail received with a payment of 49.00 usd ….Please don´t go to our clients direct if you honor our partnership respect our clients 5) What are the primary drivers for the decline in Vail visitation this year? RATES AND POLITICAL ISSUES 6) How best can Vail resorts address these for next season? Give us (HOLMA) specials deals to avoid clients shop around. Maybe we will be able to have control of the clients again, Bespoke – Answers IN red 1) What are the primary challenges you see ahead for us in getting clients back to VAIL and the USA? > Your president’s speeches regarding mexicans, the high exchange rate of the US dollar and the elimination of the Canadian visa. 2) Knowing that there are a lot of influencers that effect a reason where someone chooses to holiday how best should we collectively tackle the challenges? > Not easy. I do not have an answer for that. Mexicans are angry! 3) Is it important that we have animation and specific experiences during Semana Santa  VAIL Events – would you suggest that Mexicans would book if they knew there were Special events solely dedicated to them? > I do not think so.  What suggestions do you have for us for these events? > I have no clue. I do not think there is something to do since the problem is not that you are not doing the right things.  Do you recommend a big family event? > No I would not. I think it is going to be a matter of time. Mexicans tend to forget quite easily 4) Can we effect the timing of when your customers book. What offers would you suggest in order have your clients want to book VAIL? > Good deals and early bookings. I have been trying to book lodging for next season and there is very little available on the Global Sales Desk 5) What are the primary drivers for the decline in Vail visitation this year? How best can Vail resorts address these for next season? > See #1 & #3 MUNDOMEX ANSWERS – 1) What are the primary challenges you see ahead for us in getting clients back to VAIL and the USA? The Politic situation between Mexico and USA is one important.The Exchange rate between Peso and Dollar (This is not that important but still defining client´s decisions)Canada resurges as a tough competitor, not only for Ski, but some other markets. 2) Knowing that there are a lot of influencers that effect a reason where someone chooses to holiday how best should we collectively tackle the challenges? To answer this one, I need to know how effectively have been your efforts in the past by season and by city at least and which media channels you used. 3) Is it important that we have animation and specific experiences during Semana Santa  VAIL Events – would you suggest that Mexicans would book if they knew there were Special events solely dedicated to them? Yes, it may but depends which destination and which market. What I mean is that the Mexicans that already have a property, they don’t need incentive. Instead, if you do these events in a place where Mexicans have properties, you won’t be able to measure the results.  What suggestions do you have for us for these events?Uff, that´s a good one. We may have to talk about this.  Do you recommend a big family event? I am not sure what you mean by this. 3) Can we effect the timing of when your customers book. What offers would you suggest in order have your clients want to book VAIL? Usually, promotions are effective, but we need them to be real. Also time and flexibility. 4) What are the primary drivers for the decline in Vail visitation this year? How best can Vail resorts address these for next season? The answer would be the same as number 1. The most aggressive promotions and publicity (I guess) it depends of what you have got success in your campaign before. Threats - Big White is about to launch an exclusive promtoin with Viajes Holam of the following for next Winter, they launched this in Hawaii and received 400 Hawians. Big White is playing and catering to Families. o $40 RT Airfare from Vancouver to Big White o Kids Ski Free o Buy 5 and get 7 on any lodging and lift NO BLACK OUT DATES. Vail’s 2nd homeowners are still coming to VAIL, but if we can continue to hammer the message VAIL LOVES MEXICO we will for sure be the resort that is known for welcoming, appreciating and loving MEXICANS! We have to always make them feel the “MI CASA ES SU CASA” sentiment. Vail Verano, many Mexicans are certainly interested in Long Term Rentals in Vail for the Summer so that they can put their kids in camps as well as enjoy adult activities and family activities. The Safety message is also a heavy focus in my presentations, we talk about how kids can learn independence and have freedom to ride their bikes in Vail’s Villages or play soccer in the plazas with kids from Vail and make new friends. Below is a breakdown of each events.  Cities Visited – Cancun, Iapuato, Leon, Cabo, Guadalajara and Mexico City  Direct Consumer Events, Travel Agent Events and Press and Media Conference Cancun – $15K – Paid Media, 2 Magazines, 350 – 1 Minute Video Spots and Cancun Porcshe Cocktails.  Vail Verano Movie Theater Premiere – We are airing 350 - 1 Minutes Vail Previews in all of the Mexican Movie Theaters in Cancun, this has been a huge brand activation for Vail Summer.  Cancun Vail Verano, Porsche and Moet Chandon Direct Consumer Event – 70 Attendees and Top Press and Media from Cancun and Playa del Carmen o TV Interviews - https://www.facebook.com/pg/QuienTVCancun/videos/?ref=page_inte rnal o Press and Media - 4 Total Interviews Irpauato – $1,300 – Farmers Market Direct Client Dinner / Presentaion - 2 Volaris Plane Tickets and Alamo Car Rental given in addion to our Vail Lodging Prize. Vail Verano Farmers Market – Held at Bixa – number 1 restaurant in Irapuato We sold 22 Epic Local Passes with Yadira Viajes through Servicios de Viajes 365 and 2 Summer Vacations and working on a group of 30 for Ski Season for Next Season. Voalris gave us to plane tickets. Leon - $613 – 50 Travel Agent Breakfast – 1 Alamo Car Rental, Plane Ticket and Vail Lodging Prize.  Travel Agent Breakfast Presenation – 50 Agents for Presentation, lots of questions for Summer and presented as a new option instead of Disney, there is a daily direct flight from Leon to Dallas and then they can connect to Vail or DEN. Cabo San Lucas–  Hosted by Servicios 365 for lodging and airfare, met with Televisa writer that was also present, talked about incorporating Vail into a future story location for a show, they liked the idea and will further look into this. Hosted Several Dinners and Lunches. Cabo is a very wealthy and affluent area in Mexico, many Wealthy Americans and Wealthy Mexicans Travel to Cabo to vacation, we sponsored a Marathon in Cabo last Feb that was a huge success and we will continue to sponsor this again this year along with a Golf Tournament, it is our desired audience. Guadalajara – $3,000 – 2 Events and Paid Marketing – 2 Lodging Prizes, 2 Plane Tickets and 1 Week Long Alamo Rental Car were the prizes.  Servicios de Viajes 365 Travel Agent and Press and Media Luncheon, we invited 50 people and 50 people showed up. Lots of interest in Summer but there is still the anti-American sentiment. Volaris gave us 2 Airline Tickets  Viajes Panorama Direct Client Dinner – 50 Attendees – hosted this at a top rated italian restaurant that had dining al fresco, we made little booklets for each attendee with all Events and activities. Spent time with a family that was engaged in the Lion’s head Gondola, they are planning to come to VAIL for the Restaurant Week. Lots of interest in Summer. Mexico City - $2,000 for Viajes Holam and $50,000 for Events for Sylvia Rivera, $30K for Paid Media and $20K for Sylvia Retainer Fee.  Viajes Holam Top Producer Dinner – hosted this at Prendes, presented Summer. Many Travel Agents Said that they are receiving lots of requests for Canada, South America and Europe but that they are interested in Vail Summer due to convenience, activities, camps and weather. We had 30 Total People. American Airlines Gave us 2 Tickets.  Leuisre Life CTS Travel Expo – we went through 4 Boxes of Brochures and an entire box of Camp Brochures. I presented in Spanish for all attendees in a Forum, lots of questions. Everything lead to with VAIL LOVES MEXICO  Press and Media Gourment Bike Tour – Cruiser Bike Tour to Chapultepec Park, had to comepete in Ropes Course, Mirror Maze and Paddle Boat Race, team with best time was in the final and had to answer 3 questions about Vail Summer to win the prize we then hosted a lunch at a Gourmet Restaurant. – 2 Plane Tickets on Volaris, 1 Vail Lodging Stay – Pay 2 get 4 at Hotel Talisa and 1 Week Long Alamo Rental Car.  QUIEN ARTICLE – http://www.quien.com/circulos/2017/05/08/vail-verano-organiza-un-dia- muy-divertido-con-actividades-al-aire-libre#&gid=1&pid=slide-1  TOURISMO GOURMET -http://www.tourismogourmet.com/viajes/vailverano  AltoGastronomia - http://altagastronomia.mx/gastroturismo/9-nuevas-opciones-mucho-sabor- verano-vail/ PICTURES –  INFLUENCERS Vail Verano Experience: https://we.tl/wqjg4cqQu4  PRESS DAY Vail Verano Experience https://we.tl/JKh5Sopniw  Direct Consumer Bike Tour – Same 3 Competitions with Ropes Course, Mirror Maze and Paddle Boat Race, the winning team then had to answer 3 Questions for the prize – the won – 2 Volaris Plane Tickets, 1 Buy 2 get 4 Nights at the Hotel Talisa and 1 Week Long Alamo Rental Car. We then hosted a Picnic at a Castle Estate for 200 people. This was attended by very HNW Clients along with Gourmet Chefs from NYC and a Band, amazing event! Press List Below for Mexico City: o 4 VIENTOS MAGAZINE  Travel site and social media that creates very unique high quality content.  Atendee: Miguel Dávila  ALTO NIVEL  Monthly business magazine, Prints 30,000 has lifestyle section. A Page is worth $7,371  Atendee: Itzel González  ANIMAL GOURMET  Gastronomic journalism combined with lifestyle and travel @gourmet 19.1K followers Instagram. www.animalgourmet.com HIGHLY respected. Atendee: Mayra Zepeda  ASKMEN  #1 ranked Lifesstyle site for men in the world in Latinamerica. FB 13,539 followers and 56.1 K Instagram followers.Atendee: Marco Alegria  A TRENDY TALE  A femenine lifestyle blog by Mariana Rubio former social columnistvery popular 30.2K followers. www.atrendytale.com 65,000 FB followers. BLOG: http://www.atrendytale.com/  FACEBOOK: https://www.facebook.com/atrendytale/  INSTAGRAM: https://www.instagram.com/marianarubioc/  Atendee: Mariana Rubio  BOYDEVIAJE.COM  Alicia Boy is a well known travel journalist she writes for different newspapers and magazines, has a web page and is frequently invited by radio stations to relate her unique travel experiences, she created www.voydeviaje.com travel web page.  Atendee: Alicia Boy  CENTRAL MAGAZINE  Social and lifestyle magazine prints 30,000 copies monthly  Page value: $4491 dlls  Atendee: Iliana Furlong  DE VIAJE! REFORMA  Travel section for Reforma newspaper, top upscale newspaper in Mexico  Prints: 154,094 issues in Mexico City 120,000 in Guadalajara and the same in Monterrey weekly plus prints a monthly magazine that comes enclosed in the newspaper. I am part of the board of this section nowadays and is one of our Summer fammers atendee. Page worth: $12,144 dlls  Atendee: Cirze Tinajero  EL SOL DE MEXICO  One of the most popular newspapers in Mexico. 4th ranked. Prints 69,206 issues daily Page worth $8,281 dlls  Atendee: Susana Vega  ELLE MAGAZINE  Prints 65,000 montly Page cost $7,428 dollars  Atendee: Editor Claudia Candano  ESTILO D.F. NEWSPAPER  Social and lifestyle weekly newspaper Prints 165,000 issues weekly Page cost $6,898 dollars  Atendee: Editor & TV presenter Regina Bautista  EXPANSIÓN MAGAZINE:  Upscale business magazine with lifestyle section. Prints: Page Cost:  Atendee: Desiree Torres  EL UNIVERSAL NEWSPAPER  2nd most important newspaper in Mexico City Prints: 180,000 daily. Page cost $5771 dollars.  Atendee: Marisa Zanie  FIANCEE BODAS  Specialized digital plattform dedicated to weddings and top events 61K followers FB Twitter  Atendee: Susana  FORBES MAGAZINE:  Business Magazine. Prints 45,000 issues monthly Page Cost: $10,000 dlls  Atendee: Katy castro  GENTLEMEN MAGAZINE:  Men fashion and lifestyle magazine originary from Spain now in Mexico. Prints 30,000 issues monthly. Page cost $10,000.  Atendee: Javier Angulo  GLITS:  Luxury lab social and lifestyle blog and digital site.  Atendee: Elida and Photographer  HOTBOOK:  Super stylish collectionable sort of coffe table book magazine specialized in lifestyle and travelling. Prints $10,000 issues monthly. Page cost $4942 dollars  Atendee: Nicolle Lekare  INSTYLE MAGAZINE:  Women´s Fashion magazine  Atendee: Dalia Pallares.  KENA MAGAZINE:  Women´s household, lifestyle, advice and beauty magazine. Prints 60,000. Page Cost: $7761 dlls  Atendee: Mariana Guzmán  LIFE & STYLE MAGAZINE:  Upscale men magazine. Prints 60,000 Page Value: $5,438 dlls  Atendee: Alejandro Ortiz  MARIE CLAIRE MAGAZINE:  Young women fashion, beauty and lifestyle magazine. Prints 70,000 monthly. Page value: $ 16,571 dlls  Atendee: Alejandra Ramos  PLAYBOY:  Men magazine. Prints 120,000 monthly. Page cost %6,857 dlls.  Atendee: Elizabeth Santana  SPORT LIFE:  Sports magazine. Prints: 100,000 monthly. Page cost: $8,285 dllsç  Atendee: Jasiel Martínez  THEHAPPENING.COM  Top lifestyle digital plattform for Mexico.  Atendee: Andy Ivancobichi  TURISMO GOURMET  Gourmet website  Atendee: Mariana Magos  TRAVEL TIMES  Travel website  Atendee: Patricia Diaz and Luis Ramirez  NAT GEO  Travel magazine Prints: 55,000 monthly Page cost: $12,571 dlls  Atendee: Alina Garduño  MEN´S HEALTH:  Men´s health, workouts, nutrition and lifestyle magazine.  Atendee: Sergio Rodríguez and Juanfra  BON VOYAGE  Travel section for Excelsior Newspaper.  Atendee: Alonso Gordoa  ACTUAL  Stylish figuers, artists, influencers. Prints 55,000 issues monthly. Page cost: $8597  Atendee: TBD  GLUTTONOMY  www.gluttonomy.com An inovative agency that is promoting and writing about chefs, restaurants, food and beverages all over the world, reinventing the food business.  LIFESTYLE, FOODIES AND TRAVEL BLOGGERS:  COPAS Y CORCHOS @copasycorchos 16.7 K Followers Twitter atendee: Jorge Sandoval.  LA CAVA DE BLANCA www.lacavadeblanca.com  COMER BONITO @comerbonito  MANNE FELICCI @mannecita  ELSA ROMO  TRAVEL TIMES  PAOLA NORMAN @PAOLANORMAN 10.4 K Twitter  UNA PEREZ @petitehedoniste  ROSALIA CAMARGO  DONDE COMERE@dondecomere 32.8K  COMENSALES @c0mensales  SATURDAY EVENT WILL BE COVERED BY:  QUIEN  Tops social magazine. Prtints 120,000 copies bimonthly.  Page Cost: $8,285 dlls  CARAS  Top artists and influencers life and social magazine. Prints 105,000 issues monthly Page cost $ 16,285 dlls  GLITS  lifestyle .com  RSVP  Social supplement for Excelsior Newspaper prints 42,000 issues weekly Page Cost $2,857 dllrs  CHILANGO Mexico City lifestyle and top happenings magazine. Prints 55,000 issues monthly. Page Cost $4,617 pesos Jenny Complete Itinerary Below  April 25th - 26th  Cancun Direct Consumer Events – Porsche and Moet  April 27th –  19:00- Direct Consumer Event Irapuato – 40 total guests  April 28th – Minute by Minute Evento Vail En Agencia Porsche Actividad Observaciones Martes 25 de abril Recoger bebida en La Europea Jenny Moet deja artículos promocionales para rifa en agencia permiso de estacionamiento en local de junto otorgado por Yadira llevar a Jennifer a ver cine minuto Miércoles 26 de abril 4:00 llega In Motion para montaje Jorge Gomez 5:00 Llegan Mont Blanc a al agencia de autos Porsche para montaje de servicio Eduardo Villaseñor 7:00 llegan invitados Invitados llenan los boletos para la rifa Tessa y Alessa Grassi 7:00 Inicia música de DJ In Motion 7:00 meseros reciben a los invitados con una copa de champagne Mont Blanc 7:30 se ofrecen los canapés y bebida Mont Blanc 7:45 Jennifer Hamer presenta a Jennifer Viditz- Ward. Se rifan estancias y artículos de Moet. Preguntar a Alejandra si se rifara algo de Porsche. Jennifer Hamer 10:00 Termina el evento 10:15 Desmontaje  Leon Travel Agent Breakfast – 50 total agents  May 2nd – Guadalajara o Servicios de Viajes 365 – Travel Agent Lunch – 50 total agents with Volaris and Alamo Rent a Car. o 20:00Viajes Panorama Direct Consumer Event  May 3rd – Wednesday  19:00 - Viajes Holam Presentation  May 4th – Thursday o Viajes Holam Travel Show – 8am – 14:00 o 19:30 – Dinner in Mexico City o NEW Spanish Summer Movie - Please download – https://we.tl/FYdxYJ5Yov  THURSDAY May 4th  10:00 am Camp Flyer Pick up at St Regis at  *Jen, please leave with concierge. Save the ones you need for your other events.  6:00 pm Kristin Arrival. Pickup by private driver he will be waiting at your exit door with a sign with your name his name is Rodrigo his cel phone is: 015255 64401575 but he will be waiting at your exit, no need to call him. Just for an emergency, also you can whastsapp me and I will get hold of him.  7:30 pm dinner to celebrate Jen´s Birthday and go through all mission details at HUSET in Colonia Roma. We´ll pick you up at St Regis  FRIDAY May 5th 2017  Press Event Vail Verano  10:00 am Pick up at St regis go to Polanco to our Rock n´Ruedas Vail Verano Cruiser Bikes tour and rally begins. Polanco (where we saw the Jazz Festival).  10:30 Press arrive to meeting point. We give out branded bikes by sizes, sign out disclosures, we have Branding and Vail Verano water bottles.Welcome speech.  11:10 Bike Tour exits  11:30 We arrive to Chapultepec Forest Park divide people in 8 teams to do a rally the winner gets the Vail verano prizer with Volaris plane tickets. 4 teams go to zipline and rope course- 4 teams go to crystal labyrinth.  12:10 we bike to Chapultepec Lake and we grab 8 4 people pedal boats and do a competition. The objective is to do the less time.  12:30 we bike towards Gourmet Venue: Restaurant Mia Domenica. One of the trendiest restaurants in the City nowadays. We will have Mia Domenica Chef as well as Daniel Burns a Canadian top Chef who flew in for this event.  13.00pm Arrival at MIA DOMENICCA, where top chef Lucho Martinez will offer a special wine paired lunch for us.  We will be received with two mixologer designed option cocktails one is a citrus gin and tonic and the other sort of a Sangria Fruit Punch.  While we have lunch, an interactive art activity will be happening, a cartoon artist will be painting a Vail themed mural all through Mia Domenica´s Wall integrating our guests faces as a cartoon to our art piece. Press people are welcome to contribute to the mural painting.  We will have a very cool live musician playing while he draws.  At the main saloon we have a huge screen with the Vail Verano loop video and there we can also project the power point if you want to give the presentation following the power point Kristin sent, or just go on the stand and chat on the microphone while the video loop is going on, your choice.  16.00 - 16.30pm End of event.  SATURDAY MAY 6  9:30 pick up at St regis  10.00am Arriving at meeting point in Parque Lincoln as well as influencers and media that will cover the happening.  10:40 exit towards Same dynamic/activities than Friday (Chapultepec Forest, and bike to our Vail verano Gourmet & Music Tour venue: Fideicomiso Plutarco Elias Calles. A historic landmark in Mexico, with a huge lovely garden and a house facade that looks like a palace.  12:30 / 1:00 we will cruise back to Colonia Roma  1:15/1:30 arrival to our Brunch venue where we have 5 mexican top chefs alternating with star Chef Daniel Burns offering a selection of their top dishes.  Cocktails will be in charge of two top mixologers. We will have cocktails, wine and beer.  Lunch begins with a top live music group: Sonido San Francisco a very trendy kiych band who will be playing live at Fideicomiso switching rounds with a reknown DJ.  An artist will be doing a live piece of art themed Vail Verano. We also have a gigantic leds screen featuring our Vail verano Video.  We will have colorful branding: billboards, our volumetric letters huge colorful pilates Vail verano branded balls and giveaways are: Vail verano branded water bottles and Vail Verano hats.  Event ends at 5:00 pm.