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HomeMy WebLinkAbout00. VLMDACMayMeetingFINALVAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL MEETING MAY 18, 2017 AGENDA / •CSE STRATEGIC PLAN REVIEW, CSE MEMBERS •SUMMER CONTENT & EMAIL, VR •INTERNATIONAL UPDATE, VR •DIGITAL UPDATE, CACTUS •CREATIVE EXECUTIONS, CACTUS •PHOTO/VIDEO SHOT LIST, CACTUS/SITE •VLMDAC MEMBERS VISIT TO ASPEN, TOV CSE STRATEGIC PLAN REVIEW INTRODUCTION The Town of Vail has consistently been a leader in the promotion and execution of events that grow partner brands, generate revenues, and support causes both locally and globally. The Commission on Special Events seeks and reviews innovative and exciting proposals for special events that support the collective vision of Vail as the world’s “Premier International Mountain Resort Community”. Mission Statement The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special Events Plan which ensures world class events and programs that are fully aligned with Vail’s brand. The CSE will effectively and efficiently allocate available budget behind this objective. The Events Plan will deliver measureable results in terms of specific goals: economic impact, optimization of the event calendar, positive community experience and integration, as well as positive Net Promoter Score results that lead to future loyalty. CONTRIBUTORS COMMISSION ON SPECIAL EVENTS (CSE) MEMBERS 1.Barry Davis 2.Mark Gordon 3.Alison Wadey 4.Kim Newbury-Rediker 5.Rayla Kundolf 6.Samantha Biszantz 7.Marco Valenti ECONOMIC DEVELOPMENT OFFICE •Kelli McDonald, Economic Development Manager •Laura Waniuk, Event Liaison Specialist •Ernest Saeger, Special Events Coordinator This is a revision of the 2013-2017 CSE strategic plan. PLAN REVIEW PROCESS THIS STRATEGIC DOCUMENT WAS REVIEWED BY THE FOLLOWING ENTITIES: •VAIL ECONOMIC ADVISORY COUNCIL ON MAY 9 •VAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL ON MAY 18 •VAIL TOWN COUNCIL ON JUNE 6 •TOWN OF VAIL EVENT REVIEW COMMITTEE ON TBD JUNE Glossary of Terms: •TOV – Town of Vail •CSE – Commission on Special Events •VEAC – Vail Economic Advisory Council •ERC – Event Review Committee •VLMD – Vail Local Marketing District (Town Council) •VLMDAC – Vail Local Marketing District Advisory Council •VCBA – Vail Chamber and Business Association •VVP – Vail Valley Partnership •VRD – Vail Recreation District ORDINANCE In 2002, the Vail Town Council approved legislation that created the commission on special events (CSE) in its current form. This ordinance reorganized the existing CSE and set several broad objectives: 1.Stimulating the local economy •Increase lodging and sales tax collections •Increase number of visitors •Insure that visitors have a high rate of intent to return 2.Create a sense of community in Vail and increase the quality of experience for both guests and residents 3.To establish a single point of contact for events administration 4.To provide street entertainment and special events that reflect the high quality image of Vail and contribute to vitality, economic viability and fun throughout the year (ORD. 30(2004) § 7) ORDINANCE The CSE shall support the Town Council's goals and objectives and align its mission with the Town Council's marketing direction. The functions and/or duties of CSE shall include, but are not limited to: hiring and overseeing a director and/or staff, as well as event producers and/or promoters; creating, funding and seeking special events for the Town of Vail ; evaluating event applications and event success; submitting an annual budget for operations and events; coordinating the community calendar for special events; seeking out additional funding for special events through sponsorships and donations; evaluating and executing contracts for special events; and all other functions as directed by the Town Council. Qualifying cultural events shall be exempt from the purview and funding of the CSE. However, coordination and timing of qualifying cultural events shall be considered by the CSE and included in the CSE master calendar. (ORD. 30(2004) § 7) PURPOSE The purpose of the commission on special events strategic plan is to establish guidelines which will assist the CSE in developing and supporting a calendar of events and programs that accomplish the following objectives: 1.Align events with the Vail brand 2.Drive positive economic impact - occupancy - sales tax - group business 3. Generate funding leverage 4. Attract destination guests; in-state, out of state and international, who book overnight rooms 5. Achieve an optimal event calendar 6. Provide a superior community and guest experience Revisit and revise as the community evolves and action steps are completed. CSE EVENT CATEGORIES RECREATIONAL, CULTURAL & COMMUNITY EVENTS: SIGNATURE Goal: Deliver a diverse calendar of events in the Town of Vail that promote economic vitality and community enrichment. Signature Events: •Established events that take place over multiple days and/or weeks •Strong Vail brand identity •Drive overnight visitation •Promotion and marketing reach through local, regional, national and international media exposure •Several of these events receive their funding from the Town Council •Post event review and evaluation will be overseen by the CSE CSE EVENT CATEGORIES RECREATIONAL, CULTURAL & COMMUNITY EVENTS: DESTINATION & AMBIENT Destination Events: •Newer events, participatory sporting events and large scale ambient events which support the CSE’s criteria for promoting economic vitality and driving destination visitation •Supports the Vail brand •Primarily local and regional media exposure, may attract some national exposure or sponsorships Ambient Community events: •Ambient events which contribute to a sense of community, vitality and fun; enhance the guest experience and promote high NPS (net promoter score) •Community celebrations: i.e. Vail America Days™, Vail Holidays™, Vail Family Fun Fest •Primarily local media exposure CSE EVENT CATEGORIES EDUCATION & ENRICHMENT EVENTS & PROGRAMS Goal: Promote leadership development, intellectual opportunities and health and well-being. •Shall be part of the CSE RFP process •Potential to build the Vail brand as an educational and well-being destination •Local, regional, (and when appropriate) national and international media exposure •Economic impact may be in the future: potential to return economic benefits as participants share their experiences to individuals and groups within their spheres of influence CSE FUNDING SCORECARD & EVALUATION CRITERIA Rating 0-10 0-5 0-5 0-5 0-10 Brand Fit 0-10 Timing 0-5 Demographic Fit 0-10 Community Enrichment 0-5 Producer Qualifications 0-10 100Maximum Score Proven quality, knowledge and resources to sustain and grow the event Criteria Drive Group Business Leverage media exposure and sponsorship support Out of Region Guests (Current mix 50%) Regional Destination Guests (Current mix 32%) International Guests (Current mix 3%) Increase Sales Tax Revenue Supports the Vail Brand Optimize calendar - "the right events at the right time" Optimize visitor mix (age, income, demographic targets per research data) Promotes an atmosphere of vitality, fun and celebration 0-15 0-10 Potential to Increase Room Nights and Revenues: Continues to evolve by delivering fresh content, enhanced experiences Marketing Strength Extent and quality of promotional and marketing "reach" Growth Potential What is the community involvement opportunity and/or lasting community benefit? RECREATIONAL, CULTURAL & COMMUNITY CSE FUNDING SCORECARD & EVALUATION CRITERIA EDUCATION AND ENRICHMENT EVENTS & PROGRAMS Rating Brand Opportunity 0-15 Timing 0-5 Demographic Fit: Audience 0-10 Community Enrichment 0-10 Producer Qualifications 0-10 100 Potential to achieve one or more of the following: Continues to evolve by delivering fresh content, enhanced experiences Achieves national/global recognition and participation Growth Potential Marketing Strength Extent and quality of promotional and marketing "reach" Criteria Create a lasting impact on the community Leverage media exposure and sponsorship support Enhance Leadership Skills: locally, nationally, internationally Foster a Health and Well Being reputation for Vail Provide opportunities for intellectual dialogues and problem solving Deliver an educational component Optimize calendar - "the right events at the right time" What is the community involvement opportunity and/or lasting community benefit? Builds the Vail Brand Optimize quality of participants to improve future economic opportunity 0-25 0-15 0-10 Maximum Score Proven quality, knowledge and resources to sustain and grow the event STRATEGIC PRINCIPLES The CSE is part of the Town of Vail ’s Economic Development Office and relies on the Town Council to provide: •Policy direction •Consistent special events funding •Proactive development of appropriate special event venues •Town of Vail staff support for special events as required Research has proven that special events generate additional sales tax revenues in the Town of Vail. STRATEGIC PRINCIPLES •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 and local businesses impacted by events 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 and success. •One point of contact is needed to support special event producers for administration and permitting. •Another point of contact is needed for funding and marketing. •Staff partners with event producers to provide resources and process guidelines to execute their event. STRATEGIC DIRECTION The CSE will encourage and recruit independent event organizers to produce events in Vail by acting in a supporting role to provide funding for the development of new events, as well as funding consideration for existing events that continue to contribute to the vitality of the community. The CSE will also provide guidance to event producers on date recommendations, event concepts, sponsorship, venue, marketing and any other relevant topics as appropriate. MEASURING PROGRESS EVENT RECAP The event recap template is comprehensive and serves as a detailed guideline for the event producer to present the results, successes and areas for improvement for their event. Some events are also earmarked to be surveyed by an independent 3rd party organization and that information is included in the recap. Each event recap answers these strategic questions as well as others and is accompanied by a detailed report on specifics: •Did the event investment increase Vail’s economic performance? •Is the event investment being fully leveraged to increase both revenue and marketing reach? •Does this event contribute to a strong sense of community and better quality of life? •What is the potential for event growth? •How did the event results meet the CSE scorecard criteria? •Was the event budget maximized for best results? CSE OVERSIGHT DIVERSITY & ACTIVATION Provide a balanced, year round calendar of events appealing to residents and guests of diverse interests by: •Attracting and developing cultural, recreation and community events that enhance and contribute to Vail’s world-class reputation and have a positive impact on the community. •Cultivating education and enrichment events that will provide opportunity for intellectual discussion as well as positively impact the community in other ways. •Encouraging activation of events to create an expanded presence throughout the community and stimulate the participation of the merchants, restaurants and bars, and lodges. CSE OVERSIGHT COMMUNICATION, COOPERATION AND COORDINATION •Provide complete and accurate information with regard to the calendar of special events to internal Town of Vail staff, organizations, guests and community members. (Staff) •Communicate with the local business community, the Vail Chamber and Business Association (VCBA), the Vail Restaurant Group, the Vail Valley Partnership (VVP) and the Vail Recreation District (VRD) to ensure that the events funded by the CSE have a positive impact on the local economy. •Maintain biannual meetings with the VLMDAC and the VEAC and continue to work cooperatively to align special events and marketing programs. •Maintain annual meetings with the ERC. •Ensure that event investments are closely coordinated with the economic needs of the community as recommended by the VEAC and with the broader marketing objectives identified by the VLMDAC. •Maintain coordination and communication between the ERC, VRD, Vail Resorts and CSE. (Staff) •Continue to foster a culture within the TOV that welcomes special events and provides a “can do” attitude of cooperation between TOV departments, event producers and local businesses. (Staff/ERC) CSE OVERSIGHT ALIGNMENT WITH TOWN COUNCIL MISSION & GOALS •Green events: Require environmentally sustainable event practices in order to preserve our surrounding natural environment. •Advocate for the development and improvement of venues and facilities for special events within the TOV. •Maintain the status of Vail as the model among mountain resort communities with respect to the development and implementation of special events strategy delivering significant economic benefits. •Continue to demonstrate to the Town Council that special events are a revenue provider for the town, while simultaneously making Vail a more vibrant place to live, work and play. •Deliver exceptional experiences and an abundance of recreation, cultural, community events along with educational and enrichment programs to our guests and residents. CONCLUSION This new five-year plan was updated from the previous plan to incorporate changes from the Town Council and Economic Development office. It will be revisited annually by the CSE board and changes will be communicated to Town Council, another revision will occur in 2022. The plan will continue to be revised accordingly as the special events program evolves and adapts to current economic conditions and Town Council priorities. SUMMER CONTENT & EMAIL VAIL MOUNTAIN CONTENT / •SUMMER BRAND CONTENT CONTRIBUTOR INTRODUCTION: DAVID NEFF •MASTER CONTENT CALENDAR DRIVING AUDIENCE SPECIFIC APPROACH ACROSS SOCIAL, WEB, EMAIL & BLOG •AUDIENCE SPECIFIC SOCIAL VIDEOS IN DEVELOPMENT EMAIL MARKETING / •VR CONFIRMATION OF SENDS AND SEGMENTATION TO SUPPORT VLMD SUMMER MARKETING EFFORTS •MAY 30, JUNE 27, JULY 24 CAMPAIGN DATES CONFIRMED –August - Oct TBD •PRIORITIZING SEGMENTATION TO TEST CUSTOMIZED CONTENT AGAINST FAMILIES & NON FAMILIES •CONTINUED INTEGRATION OF VLMD LEADS INTO VR SUMMER PREFERENCE DATABASE FOR SUMMER EMAIL MARKETING EFFORTS INTERNATIONAL UPDATE VAIL VERANO 2017/ •MEXICO –APRIL 24 TH – MAY 7 TH •Cancun, Irapuato, Leon, Cabo, Guadalajara & Mexico City •Cancun Events with Porsche and Moet Champagne – Direct Consumer, Press and Media and Travel Agent •Marketing Campaign in Cancun Movie Theaters 350 x 1 Minute, Top Magazines •Irrapuato and Leon – Great Events; Farmer’s Market and Travel Agent Event •Mexico City – Remaining Events; Dance Fest – 2000 Families on May 16th •Delta and Aeromexico entering into a Joint Cooperation Agreement with expanded service to USA VAIL VERANO 2017/ •PANAMA & COLOMBIA SALES MISSION MAY 21-30 •Press & Media Interviews / Sales Calls / Trainings Travel Agent Events / Direct Consumer Events •COPA Airlines Flight will start Dec. 11 – will run 4x a week serving all of Latin America (meeting with head of Copa, Christophe Didier) •Copa will be a part of all of our Events in Panama City, Bogota and Medellin •FAM TOURS – PRESS & MEDIA FAM – KRISTIN YANTIS – JUNE 22-26 •JVW 3 FAMS – June 22-26 – Mexico July 1-6 – Brazil / Sept, 14-18 – Oktoberfest •Looking for lodging for these FAM TOURS Cancun – 350 1 Minute Spots in Movie Theater Porsche Cocktail – 70 Clients & Press and Media MEXICO MEDIA MISSION / •FRIDAY, MAY 5 •APPROXIMATELY 40 MEDIA, BLOGGERS & PHOTOGRAPHERS (SAMPLE OUTLETS BELOW) •FORMAT – BIKE TOUR HIGHLIGHTING VAIL-LIKE ACTIVITIES FOLLOWED BY A LUNCH Month Date, Year 34 MEXICO MEDIA MISSION – PHOTOS/SOCIAL POSTS / Month Date, Year MEXICO MEDIA MISSION – PHOTOS/SOCIAL POSTS / Month Date, Year IMMEDIATE SAMPLE COVERAGE OF SOCIALITE EVENTS / SATURDAY, MAY 6 Month Date, Year 37 IMMEDIATE SAMPLE COVERAGE OF SOCIALITE EVENTS / SATURDAY, MAY 6 Month Date, Year 38 Slideshow IMMEDIATE SAMPLE COVERAGE OF SOCIALITE EVENTS / SATURDAY, MAY 6 Month Date, Year 39 ONGOING INTERNATIONAL PR EFFORT / MEXICO •TRANSLATION OF “WHAT’S NEW” TIPSHEET AND PITCHING •SUMMER PRESS TRIP – JUNE 21-25 •REACHING OUT TO VVF REGARDING DANCE FESTIVAL CONNECTION PANAMA •CTO/COPA PRESS TRIP – JUNE 23 Month Date, Year 40 DIGITAL MEDIA OVERVIEW DYNAMIC FAMILIES / DIGITAL PERFORMANCE •IMPRESSIONS DELIVERED: 2.1MM IMPRESSIONS •THROUGH BEHAVIORAL AND CONTEXTUAL TARGETING WITH DIGILANT AT THE NATIONAL LEVEL, DYNAMIC FAMILIES ARE AVERAGING A 0.17% CTR –The 728x90 desktop and tablet sizes are performing the strongest •YUME IS THE ONLY PLATFORM THAT IS DELIVERING PRE-ROLL TO DYNAMIC FAMILIES AT THE GEO-TARGETED LEVEL –The June 1 Brand video is averaging a 76.61% VCR, with the desktop delivery driving the strongest completion rate •THE :15 BRAND HERO VIDEO FOR THE DESTINATION SEGMENT IS LIVE ON BOTH FACEBOOK AND INSTAGRAM –The Facebook video is averaging a 80.68% VCR – 4x the VCR on this video from 2016 –The Instagram video is averaging a 11.12% VCR – above the 8% VCR benchmark for this platform ACTIVE PROFESSIONALS / DIGITAL PERFORMANCE •IMPRESSIONS DELIVERED: 144K IMPRESSIONS •ONLY VIDEO EFFORTS ON HULU AND YUME ARE LIVE AGAINST THIS AUDIENCE FOR THE 2017 SUMMER CAMPAIGN •THE JUNE 1 BRAND VIDEO IS AVERAGING A 90.33% VCR WITH THIS AUDIENCE –Hulu has delivered 54K impressions with an average VCR of 98.57% –YuMe has delivered 119K impressions with an average VCR of 82.08% SUPER BOOMERS / DIGITAL PERFORMANCE •IMPRESSIONS DELIVERED: 2.6MM IMPRESSIONS •DISPLAY IS AVERAGING A 0.13% CTR BETWEEN BOTH DIGILANT AND SOJERN –The 320x50 mobile placements with Sojern, which is only targeting Super Boomers at the national level who have shown interest in mountain travel, is driving a 0.18% CTR •BOOMERS ARE AVERAGING A 85.37% VCR WITH YUME –Similar to the display units, the mobile pre-roll is driving the strongest VCR at 87.42% •THE :15 BRAND HERO VIDEO FOR THE DESTINATION SEGMENT IS DRIVING 61.06% VCR ON FACEBOOK CREATIVE VLMD TV & PRE-ROLL VIDEO AIR MARKETING OOH PHOTO/VIDEO SHOT LIST SHOT LIST / SUMMER 2017 PHOTO/VIDEO CONSIDERATION: •Continue to build on the successful approach taken last year. Capture human emotion and experience in an authentic way. •Focus on shooting single groups across multiple scenes, engaging in both mountain and village contexts to create continuity in our stories. •Emphasis on Super Boomer and Active Professional audiences. •Use drones instead of helicopter to capture new and dynamic views of the village. •Reallocate dollars into increased production quality by coordinating efforts between photo and video shoots supported by art/creative direction, professional talent, styling and wardrobe. SHOT LIST / SUMMER 2017 DYNAMIC FAMILIES: •We have the most coverage of this audience so the focus will be on refreshing old/overused assets and filling content gaps. –Hiking: Refresh the older, successful shots that have become overused. –Town: Continue to challenge for fresh shots of family in town. Unique perspective shots of shops, restaurants, and busy streets. Focus on the kids marveling at the surroundings, family bonding, kids enjoying a treat. SHOT LIST / SUMMER 2017 ACTIVE PROFESSIONALS: •We want to show continuity across experiences with this audience by shooting with consistent talent, continue to fill in gaps in our asset library. Focus on nightlife. –Hiking: Capture a group celebrating reaching the top of a hike, enjoying an epic view. –Patio Deck: Capture afternoon happy hour, having fun, having drinks outdoors. –Town: Express Vail nightlife by capturing young group on their way out for the evening, having fun, having drinks in outdoor setting. –Concert: Express Vail nightlife by capturing young group at an outdoor evening concert. v SHOT LIST / SUMMER 2017 SUPER BOOMERS: •We want to show the complete story of summertime in Vail for this audience. This includes daytime activity, afternoon relaxation and indulgence, and evening experiences. –Hiking: scenic mountain path, accessible terrain with view. –Relaxation: stroll through gardens, down village street with flowers, reclining while reading or sharing a drink. –Golf: Show couple enjoying a beautiful day on the course. –Town: Gore Creek Drive, outdoor patio, closer shots of people candidly enjoying food/drink/relaxation outdoors, strolling or window shopping in town. –Dining: couple engaged in romantic dinner, outdoors on patio, view in background. SHOT LIST / SUMMER 2017 EVENT: •Culinary –Focus on the aesthetic. Want to elevate our “culinary” footage with more elegant/refined imagery. Look for beautiful moments in the context of an outdoor dining/food festival setting. Beauty shots of meals and food preparation. People eating with appealing scene in background. Look for angles that minimize the “white tents”. •Music/Dance –Show the concert experience for the guest. Convey what the atmosphere is like from the crowd’s perspective in the amphitheater setting. Consider shooting from the stage out to the crowd. Capture the energy and excitement of crowds watching live music in context of the village. SHOT LIST / SUMMER 2017 EVENT: •GoPro/Kids Adventure Games –Crucial that we focus on what it is like to experience the event from the crowds perspective. Less of a focus on tights of the athletes/participants, shift focus to village atmosphere, crowds, athletes perspective, party vibe, family fun. •Oktoberfest –Focus on food, dance, culture of the event. Downplay drinking/alcohol. –Portray family fun. •Craft Beer Festival –New event for 2017 –Capture footage with emphasis on food, drink and outdoor enjoyment in village context. VLMDAC MEMBERS VISIT TO ASPEN THANK YOU!! NEXT MEETINGS: VLMDAC MEETING, JUNE 15, 2017, 8:30 – 11:30 AM, ANTLERS LODGE VLMD MEETING, JUNE 20, APPROX. 1:00PM, COUNCIL CHAMBERS