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