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HomeMy WebLinkAbout03. VLMDACJune20Presentation FINAL VEAC 07.11.17VAIL LOCAL MARKETING DISTRICT PRESENTATION TO VAIL ECONOMIC ADVISORY COUNCIL JULY 11, 2017 VLMDAC OVERARCHING GOAL / STRENGTHEN VAIL’S POSITION AS A YEAR-ROUND DESTINATION THAT APPEALS TO A BROAD AUDIENCE, BY ELEVATING THE SUMMER BRAND POSITION. VLMDAC MARKETING OBJECTIVES / CONTINUE THE MOMENTUM AND BUILD ON THE POWERFUL LEADERSHIP POSITION OF THE YEAR-ROUND VAIL BRAND. •INCREASE SALES TAX REVENUE •INCREASE M AY-OCTOBER OCCUPANCY •INCREASE GROUP OCCUPANCY •OPTIMIZE VISITOR MIX •POSITIVELY IMPACT NET PROMOTER SCORE •INCREASE CONSIDERATION PERCENTAGE AS MEASURED BY BURKE 2016 RESULTS & 2017 GOALS 2016 Goals 2016 Results 2017 Annual Goal 5-year Goal +3% May – October +7% Sales Tax Increase +3% +15% +2% May-October +5% (49% overall) DestiMetrics Occupancy +2% +10% +4% +30% Group Occupancy +4% +20% 60% of Mix 49% of mix Out of State Overnight +65% Monitor (84 in 2015) 80 Net Promoter Score 83-84 84-85 Will Measure in 2017 Consideration +2% 5%-8% International Visits +15% In State Overnight 11% of Mix 20% of Mix 55% in 2015 5% of mix 25% of mix 60% of Mix 11% of Mix 20% of Mix •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 •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 BUDGET OVERVIEW 2017 BUDGET: $3.750MM 73% 27% Mkt Production Branding Research Driving Overnight & Out-of-state Visitation 4% $- 4% $- 27% $- 8% $- 10% 47% Destination FR Overnight International Groups Public Relations Web/CRM/Social 7% 7% 40% 46% Digital Traditional Paid Social International PR NEW APPROACH / •SHIFTED STRATEGIC APPROACH FROM A GEOGRAPHIC AND FUNCTIONAL FOCUS TO A CONSUMER BASED FOCUS (DYNAMIC FAMILIES/ACTIVE PROFESSIONALS/SUPER BOOMERS). •NEW STRATEGIC APPROACH BUILDS INTEGRATED TACTICS AROUND PERSONAS IN ORDER TO BETTER ACCOUNT FOR TRAVEL MOTIVATIONS & BEHAVIORS, AS WELL AS MEDIA CONSUMPTION BEHAVIORS. •ALLOWS US TO BECOME HYPER-TARGETED TO PERSONAS IN DIGITAL AND TRADITIONAL MEDIA, WITH INCREASED EFFICIENCY OF DOLLARS AND MESSAGING. •PRIORITIZE HIGH QUALITY PLACEMENTS AND EXECUTIONS THAT WERE PROVEN IN 2016 TO YIELD BEST ENGAGEMENT AND CONSIDERATION OF VAIL. •CONTINUES TO BUILD THE MOMENTUM FOR REACHING ANNUAL AND 5-YEAR GOALS. •ALIGNS WITH VAIL MARKETING WINTER STRATEGIC APPROACH TARGET AUDIENCES / National Audience Dynamic Families Active Professionals Super Boomers Definition Adults overnight past summer trip to CO, UT, NM National: HHI $200K+ Adults 35-54 with children, overnight past summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ Adults 25-35 without children, overnight past summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ Adults 55-65, overnight past trip to CO, NM, UT Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ Dynamic Families Active Professionals Super Boomers Travel Motivations -I want to spend lots of time with my family -I’m looking for a kid-friendly adventure, something the whole family can enjoy -I hope I can get some time in to just rest and relax -Adventure and sightseeing are at the top of my list -I’m not in the office, so it’s time to play -Vacation is also my break; when I’m not playing, I’m ready to kick back and relax -Rest and relaxation are my number 1 vacation goals -I’m ready to get out of the city and spend time in nature -I plan to do lots of sightseeing Buying Behavior -When I find a travel destination/brand I like and trust, I stick to it -I buy based on quality, not price -I support destinations/brands that reflect my style -I research a lot and read reviews before I invest in a trip -If it’s a travel destination/brand I trust, I’ll buy it even if it’s slightly more expensive -I support destinations/brands that reflect my style -I buy based on quality, not price -I buy based on quality, not price. -If I trust the brand, I’ll buy a product even if it’s slightly more expensive. -It’s important to me that salespeople be knowledgeable about the products/brands TRAVEL MOTIVATIONS AND BUYING BEHAVIOR / CAMPAIGN CONCEPT STATEMENT/ For those who aspire for the outdoor lifestyle—the wonderers, the wanderers, the day-dreamers, the escape artists. The ones who belong in nature, and prefer a real life connection to a digital one. The ones who crave world-class dining and shopping around every corner. These are the people who belong in Vail. FOR THOSE WHO… VIDEO :30 DYNAMIC FAMILY BRAND VIDEO :15 DYNAMIC FAMILY BRAND VIDEO :30 SUPER BOOMER BRAND VIDEO :15 ACTIVE PROFESSIONAL BRAND VIDEO DISPLAY DISPLAY BANNERS – DYNAMIC FAMILIES DISPLAY BANNERS – SUPER BOOMERS SOCIAL SOCIAL VIDEOS/ SOCIAL VIDEOS/ SOCIAL / SOCIAL / TRADITIONAL PRINT – DYNAMIC FAMILIES / PRINT – ACTIVE PROFESSIONALS / PRINT – SUPER BOOMERS / OUT OF HOME FRONT RANGE BILLBOARD – BRAND QUESTIONS & THANK YOU DIGILANT SAMPLE DOMAIN LIST / Dynamic Families Sample Domains •familyvacationcritic.com •popsugar.com/moms •parents.com/fun/activities •adventure.nationalgeographic. com/adventure/trips/family- trips •theguardian.com/travel •familyadventuretravel.com •familyonabike.org •pbs.org/parents •babycenter.com •timeforkids.com •refinery29.com/travel •travelchannel.com •lonelyplanet.com •budgettravel.com Super Boomers Domains •businessinsider.com •theatlantic.com •nytimes.com •bloomberg.com •health.howstuffworks.com •seniorcitizen.travel •seniortravel.about.com •marketwatch.com •cbsnews.com •travel.thefuntimesguide.com/res orts •escapehere.com •tripstodiscover.com •goworldtravel.com •westword.com DIGITAL – DYNAMIC FAMILIES / DIGITAL – SUPER BOOMERS / DISPLAY BANNERS – DYNAMIC FAMILIES DISPLAY BANNERS – SUPER BOOMERS :15 SUPER BOOMER BRAND VIDEO