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VLMDACAugMeetingFINALVAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL MEETING AUGUST 17, 2017 AGENDA / •PHOTO/VIDEO SHOOT UPDATE, CACTUS/SITE/SATCHELE/JACK •CREATIVE & DIGITAL UPDATE, CACTUS •SUMMER/WEB/EMAIL UPDATE, VR •MID SUMMER RESEARCH REPORT, VVP •2018 VLMD BUDGET & OPERATING PLAN, ALL PARTNERS PHOTOS/VIDEO SHOOT UPDATE VAIL SUMMER BRAND PHOTO & VIDEO SHOOT / BACKGROUND BRAND PHOTO & VIDEO SHOOT OBJECTIVES: •DYNAMIC FAMILIES -ON MOUNTAIN/HIKING, PLAYFUL TOWN MOMENTS (WE FOUND A BEAUTIFUL SETTING SHOWCASING LIONSHEAD) •ACTIVE PROFESSIONALS -ON MOUNTAIN/HIKING, HAPPY HOUR/DECK/BEER DRINKING, VILLAGE/TOWN PRE-NIGHTLIFE, HIP COCKTAIL HOUR, CONCERT AT FORD AMP •SUPER BOOMERS -ON MOUNTAIN/HIKING, RELAXATION, VILLAGE/TOWN DECK DINING, VILLAGE/TOWN STROLL/SHOPPING BRAND PHOTO & VIDEO / NEXT STEPS •There were 2 shots we did not accomplish due to weather –super boomer golf shot –sunnier village life of super boomers and active professionals •There are 2 options to capture these: –Capture these yet this summer •Additional cost would be $10K -$15K. •Confirmed funds do exist in the budget from the "special event" line item –Wait until next summer •Allocate budget from photo/video line item in 2018 •Shots would not be available until later in the summer CREATIVE & DIGITAL MEDIA UPDATE DYNAMIC FAMILIES / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 10.1MM IMPRESSIONS DYNAMIC FAMILIES / DISPLAY CREATIVE PERFORMANCE DYNAMIC FAMILIES / VIDEO COMPLETION RATE BY DEVICE *Industry standard benchmark for pre-roll VCR is 68%. DYNAMIC FAMILIES / SOCIAL PLATFORM DELIVERY DYNAMIC FAMILIES / PAID SOCIAL DELIVERY SUPER BOOMERS / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 10.8MM IMPRESSIONS SUPER BOOMERS / DISPLAY CREATIVE PERFORMANCE SUPER BOOMERS / VCR BY DEVICE *Industry standard benchmark for pre-roll VCR is 68%. SUPER BOOMERS / PAID SOCIAL DELIVERY ACTIVE PROFESSIONALS / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 3.7MM IMPRESSIONS ACTIVE PROFESSIONALS / VCR BY DEVICE *Industry standard benchmark for pre-roll VCR is 68%. ACTIVE PROFESSIONALS / SOCIAL PLATFORM DELIVERY ACTIVE PROFESSIONALS / SOCIAL DELIVERY NATIONAL AUDIENCE / SOCIAL DELIVERY •IMPRESSIONS DELIVERED: 4.1MM IMPRESSIONS PAID SEARCH / DELIVERY OVERVIEW •IMPRESSIONS DELIVERED: 652KIMPRESSIONS SOCIAL/WEB/EMAIL UPDATE VAIL SUMMER CONTENT / •YOY FACEBOOK METRICS: –July –August 2017 •5.3 million content views (+58%) •161k engagements (+38%) •1796 new page likes (+27%) •CONTENT HIGHLIGHTS •4 social media influencer visits –Pop-up dance performance with Lil’ Buck to promote Vail Dance Festival •3 videos produced in collaboration with Deadline Motion •9 blog posts CONTENT HIGHLIGHTS CONT’D / Grand Traverse P.O.V. Environmental Announcement VDF pop up performance Prod by Deadline Motion Wildflower Feature Prod by Deadline Motion Bravo! performance highlight Fly fishing feature VAIL SUMMER CONTENT / •CONTENT COMING UP –Active Professional camping video edit –Epic Discovery video edit –Fall foliage coverage –Shoulder season dining features EMAIL MARKETING / •COMING UP NEXT: –9/13 Fall Email Send •Non-Family vs. Full Summer Preference List •Content Priorities –Fall events: Oktoberfest, Restaurant Week, Vail Farmers Market & Art Show –Hiking, biking and other free fall activities –Fall in Love with Vail lodging offer –Testing winter lodging inclusion to drive engagement in key booking time period –Exploring a last chance October local email send, “Last Chance to See Fall Colors” MID SUMMER RESEARCH REPORT Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results Prepared by: August 1, 2017 35 Overview of the 2017 Research Program Vail Summer 2017 Survey | RRC Associates | 8/1/17 The following slides represent a mid-season overview of survey results through August 1.These data should be considered preliminary, additional data will continue to be added through Mid-September when this year’s research program will conclude. Further, some reweighting of the final data will take place to more closely align survey results with estimated visitation throughout the summer. These findings, though preliminary, should provide an overview of results to date. Note that some comparisons with 2016 results are provided; a preliminary report through 8/1/2016 was presented last year permitting year over year comparability. 36 Overview of the 2017 Research Program Vail Summer 2017 Survey | RRC Associates | 8/1/17 The primary component of the 2017 Survey Research program consists of an Intercept Survey conducted by RRC trained staff. Additionally, a Web- based follow-up survey is sent to Intercept Survey participants willing to provide their email addresses. Responses to date represent approximately 560 responses obtained through the Intercept Survey. The follow-up survey includes approximately 170 respondents. The 2017 Web Follow-up Survey contains a number of new questions this year. Selected results from this survey are presented below. These results will be further segmented in the final report to examine Vail’s identified personas, as well as results by age, geographic origin, and other selected variables. Crosstabs of results are available immediately upon request. 37 Overview of the 2017 Research Program Vail Summer 2017 Survey | RRC Associates | 8/1/17 RRC has also worked with Town of Vail staff to create a version of the Intercept and Web follow-up survey to be conducted at the two Welcome Centers. These results are being compiled separate from the overall intercept program and results will be provided later in the summer. Additionally, RRC Associates is also conducting research for the Town of Vail on events. That information is being used to selectively augment the data from the Intercept Survey program and to further expand our understanding of the profiles and visitation characteristics of visitors to Vail. Responses to date from events June 9 through August 1 represent approximately 760 completed surveys. 38 Key Takeaways from the Summer 2017 Research Vail Summer 2017 Survey | RRC Associates | 8/1/17 •Visitation has been strong throughout summer 2017. However, comparisons are to a strong season in 2016, as well. Based on Destimetric’s occupancy data, overall visitation is up about 2.5% from May 15 to July 15. Parking measures, which include residents, day visitors and overnight guests are down somewhat based on counts provided by the Town of Vail, an estimated 8% overall. Frontage Road parking is up slightly, 11 days in that area this year compared to 8 days last year during the same time frame. These results are illustrated in the slide that follows. 39 Key Takeaways from the Summer 2017 Research Vail Summer 2017 Survey | RRC Associates | 8/1/17 •Net Promoter Scores (NPS) are strong in general. Note that past studies had shown some slippage in NPS over several years, with a turnaround in 2015. This positive result has continued in 2017 with NPS scores at 84 season to date. These findings will be carefully evaluated by visitor segments in the final report. •The geographic origins of summer visitors remain similar to those observed in past years. In addition to Colorado, the most identified states of origin include: Texas, Florida, Illinois, Missouri, California and Mexico (up this year). •Approximately 30 percent of respondents are on their first visit to Vail. This segment of visitors will be investigated further in the final report. 40 Key Takeaways from the Summer 2017 Research Vail Summer 2017 Survey | RRC Associates | 8/1/17 41 2017 vs. 2016 Summer Occupancy Vail Summer 2017 Survey | RRC Associates | 8/1/17 -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 13-May-17 20-May-17 27-May-17 3-Jun-17 10-Jun-17 17-Jun-17 24-Jun-17 1-Jul-17 8-Jul-17 15-Jul-17Occupancy Date (Gridlines Aligned with Saturdays) Vail Daily Occupancy Summer 2017 vs. Summer 2016 (thru July 15) 2017 vs. 2016 2017 2016 Memorial Day Weekend GoPro June 8-11 July 4 2017: Tuesday 2016: Monday 42 Intercept Survey: Visitor Type Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 43 Intercept Survey: Top States of Residence Vail Summer 2017 Survey | RRC Associates | 8/1/17 Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results 44 Intercept Survey: Top States of Residence, Overnight Visitors Only Overnight Visitors Only Vail Summer 2017 Survey | RRC Associates | 8/1/17 Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results 45 Intercept Survey: Top States/Countries of Residence Colorado Residents Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results 46 Intercept Survey: Top Designated Market Areas Vail Summer 2017 Survey | RRC Associates | 8/1/17 Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results Vail Summer 2017 Intercept and Web Survey Overview-Preliminary Results 47 Intercept Survey: Accommodations Type Overnight Visitors Only, Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 48 Intercept Survey: Location of Accommodations Overnight Visitors Only, Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 49 Intercept Survey: Parking Location Vail Summer 2017 Survey | RRC Associates | 8/1/17 50 Intercept Survey: Method of Booking Lodging Overnight Visitors Staying in Paid Lodging Only Vail Summer 2017 Survey | RRC Associates | 8/1/17 51 Intercept Survey: Nights in Area Overnight Visitors Only, Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 52 Intercept Survey: Previous Visitation, Overnight and Day Visitors Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 53 Intercept Survey: Previous Visitation, Overnight and Day Visitors Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 54 Intercept Survey: Previous Visitation, Overnight Visitors Only Overnight Visitors Only, Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 55 Intercept Survey: Trip Purpose Overnight Visitors Only, Second Homeowners Excluded Vail Summer 2017 Survey | RRC Associates | 8/1/17 56 Intercept Survey: Net Promoter Categories & NPS Vail Summer 2017 Survey | RRC Associates | 8/1/17 57 Intercept Survey: NPS Comparison Vail Summer 2017 Survey | RRC Associates | 8/1/17 58 Intercept Survey: Demographics Vail Summer 2017 Survey | RRC Associates | 8/1/17 A Sampling of Web Follow-up Survey Results 60 Web Follow-up: Vacation Description Vail Summer 2017 Survey | RRC Associates | 8/1/17 61 Web Follow-up: Activity Participation Vail Summer 2017 Survey | RRC Associates | 8/1/17 62 Web Follow-up: Perceptions of Vail Vail Summer 2017 Survey | RRC Associates | 8/1/17 63 Web Follow-up: Likelihood to Return Vail Summer 2017 Survey | RRC Associates | 8/1/17 64 Web Follow-up: “Pace” of Vacation Vail Summer 2017 Survey | RRC Associates | 8/1/17 65 Web Follow-up: Primary Reasons for Visit Vail Summer 2017 Survey | RRC Associates | 8/1/17 66 Web Follow-up: Importance of Social Media Vail Summer 2017 Survey | RRC Associates | 8/1/17 67 Web Follow-up: Recommendation Sources Vail Summer 2017 Survey | RRC Associates | 8/1/17 68 Web Follow-up: Information Sources Used During Trip Vail Summer 2017 Survey | RRC Associates | 8/1/17 69 Web Follow-up: Summer Trip Decision-Making Information Sources Vail Summer 2017 Survey | RRC Associates | 8/1/17 70 Web Follow-up: Booking Lead Time Vail Summer 2017 Survey | RRC Associates | 8/1/17 71 Web Follow-up: Booking Method Vail Summer 2017 Survey | RRC Associates | 8/1/17 72 Web Follow-up: Vacation Search Timing Vail Summer 2017 Survey | RRC Associates | 8/1/17 2018 VLMD BUDGET & OPERATING PLAN GOALS, OBJECTIVES & OVERALL RESULTS 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 MAY-OCTOBER OCCUPANCY •INCREASE GROUP OCCUPANCY •OPTIMIZE VISITOR MIX •POSITIVELY IMPACT NET PROMOTER SCORE •INCREASE CONSIDERATION PERCENTAGE AS MEASURED BY BURKE 2017 OVERVIEW /BUDGET Drive Overnight & Out-of-state Visitation Mkt Production Branding Research 2017 Budget: $3.750 Million 27% 73% Destination FR Overnight International Web/CRM/Social Public Relations Groups 47% 10% 8% 27% 4% 4% Digital Social Traditional PR 46% 7% 7% 40% 2017 NEW APPROACH & INCREMENTAL $500K •A ONE-TIME INCREMENTAL BUDGET OF $500K WAS ALLOCATED ACROSS KEY INITIATIVES •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 PERSONAS / Dynamic Families Active Professionals Super Boomers NEW APPROACH & INCREMENTAL $500K / HOW DID IT WORK 30% budget increase in digital 224% increase in digital video impressions 2X digital video views +71% Content Impressions 38% budget increase in traditional media 70% increase in traditional media top funnel impressions Expansion into addressable TV with data driven one to one targeting (and included Chicago) 9% budget increase in PR Achieved 85% share of voice through PR 7% budget increase in Groups Increased CVENT engagement resulted in 18.6% increase in leads and 21% increase in room nights generated 39% budget increase in photo/video Accomplished professional brand photo/video shoots speaking directly to personas GOALS AND RESULTS TO DATE / 2016 Results 2017 Goals 2017 Results 2018 Goals 5 year Goals Sales Tax May -Oct. +7%May -Oct +3% May -1%; June +3.3% May -Oct. +3%Overall +15% DestiMetrics/ Occupancy May -Oct. +5% (49% overall)May -Oct +2%May -Oct. +.43% May -Oct. +2%Overall +10% Group Occupancy 30%4%6%4%20% Out of State Overnight Visits 49% of mix 60% of mix 49% of mix 60% of mix 65% of mix International Visits 5% of mix 11% of mix 6% of mix 11% of mix 15% of mix In State Visits 25% of mix 20% of mix 24% of mix 20% of mix 20 -25% of mix Consideration measure in 2017 55% in 2015 results in October 2% increase 5 -8% increase Net Promoter Score 80 84 in 2015 84 mid summer (intercept only)83-84 84-85 Drive Overnight & Out-of-state Visitation 2018 Budget: $3.4 Million ($350,000 REDUCTION YOY) 79% Destination FR Overnight International Web/CRM/Social Public Relations Groups 47% 8% 8% 28% 3% 5% Digital Content Traditional PR 44% 6% 2% 43% 2018 OVERVIEW /BUDGET Mkt Production Branding Research 21% Other5% 2018 BUDGET SHIFTS •ADDING: •New content/influencer strategy •Vail app maintenance and expansion •Group PlanIt initiative •ADJUSTING: •Savings in professional fees with efficiencies and reduced scopes of work •Right sizing all addressable TV markets, resulting in the reduction in spend •Reduction in TV/video productions and asset gathering; focus on capitalizing on 2017 video and photo efforts •Reduction in research with off-year of Burke Brand research •Shift Cactus agency fees by maintaining current “For Those Who” creative platform with refreshed executions showcasing new photography, video and headlines. Savings will be used to support new initiatives 2018 BUDGET SHIFTS •ELIMINATING: •Front Range print and TV brand messaging, Destination print Official State Vacation Guide participation (will still maintain presence with Lodging co -op) •Special event funding allocation INSIGHTS & TRENDS 2018 INSIGHTS / RRC MID SUMMER RESEARCH RESULTS •Net promoter scores (NPS) are strong in general.Note that past studies had shown some slippage in NPS over several years, with a turnaround in 2015.This positive result has continued in 2017 with NPS scores at 84 season to date. •Geographic origins remain similar to those observed in past years.In addition to Colorado, the most identified states include:Texas, Florida, Illinois, Missouri, California and Mexico (up this year). –International is our top out-of-state market (6%) and Mexico is a top out of state market showing up for the first time (RRC#2 point, #1 point below) 2018 INSIGHTS / RRC MID SUMMER RESEARCH RESULTS •30% of respondents are on their first visit to Vail. Repeat visitation is up slightly (66% last year, 70% this year) •More direct bookings at the expense of OTA bookings •30% of overnight stays are 1 or 2 nights, which is directly connected to Colorado overnight visitation numbers •Decisions to visit are primarily made by recommendations by friends/family, and by Google searches; review sites and destination sites are also used. Everything else is less than 10%. INFLUENCE ACROSS AUDIENCES / DYNAMIC FAMILIES •79% of American families plan to take a road trip this year, a 10% increase from 2016. •Although parents are the primary travel decision- makers, 50% of parents agree their children influence their decisions in most buying categories. ACTIVE PROFESSIONALS •76% of Millennial (18-35 yr old) travelers reported that friends’ recommendations were the main influence on travel decisions, 18% more than travel-agent advice. •Millennials are growing up, preferring to experience new cultures (86%) and eat local food (69%) over local partying (44%). SUPER BOOMERS •99% of Boomers plan to take a domestic leisure trip in 2017. •Boomers are looking to travel as a way to spend time with family and friends, to get away from normal everyday life and to relax and rejuvenate. IMPLICATION: Each audience has a unique source of travel inspiration and influence. Vail must continue identify ways to connect with these indirect sources, in addition to the target. •Last year, 85% of online travel activity bookings were completed using mobile. •Over 50% of travelers around the world are considered “Connected Travelers,” having used a smartphone. •Travelers consider smartphones THE go-to travel accessory while exploring a new destination. •Although more and more travelers are incorporating their smartphones into travel planning and experiencing, digital natives are still more comfortable with the concept; 66% of Millennials vs. only 33% of those over 35. IMPLICATION: Mobile must be considered at every touch point along the traveler’s journey, allowing opportunity for both definitive plans and spontaneity. MOBILE’S INFLUENCE ON TRAVEL GROWS / •Recent trends indicate an increased emphasis on visual information and aesthetics when traveling, which have become as important in finding initial inspiration as it is in the actual experience of the trip. •Captivating visuals, like those often showcased on Instagram, have the power to increase tourist visits by up to 15%. •User-generated content has demonstrated much greater conversation than stock; don’t underestimate them -our audiences can tell the difference. IMPLICATION: Visuals must have a presence at every stage of the travel journey; before, during, and after. THE RISE OF VISUAL PROCESSING AND TRAVEL / CONTENT MARKETING TRENDS/ •80% of Gen Zs (0-18 yr olds ) and 74% of Millennials (18-35 yr old) report that social media influences their shopping habits •74% of US brands repurpose influencer marketing campaigns on their own social channels •76% of consumers believe the content people share is more honest than advertising from brands; Millennials are particularly receptive to user-generated content over traditional marketing •54% of female consumers purchased a product/service after seeing it recommended by an influencer •The top sources travelers consider when planning trips: –59% -travel reviews –54% -social media images –31% -YouTube videos •Marketing professionals + the top benefits of influencer marketing: –87% creating authentic content about the brand –77% driving engagement around the brand –56% driving traffic to the site CONTENT MARKETING TRENDS/ DYNAMIC FAMILIES / MEDIA QUINTILES Dynamic Families are busy keeping up with their children’s schedules, which means they’re on the road often, radio tuned in. They value the internet as a go-to trusted source and consume digital content at a medium-high rate, since smartphones, laptops, and tablets are so easy to take along. If they’re reading, it’s something easily digestible like a magazine. 9+ issues per month 0 issues per month 7-17 hours per week 15+ hours per week 20-30 hours per week 150-250 miles in a week MRI custom pull, 2016 DYNAMIC FAMILIES / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 93% TECH PERSONALITY: TECH-SPLOITERS, TECH-SPLORERS 81%67%70%14%* On average, they spend 1/5 of their day online. ACTIVE PROFESSIONALS / MEDIA QUINTILES 9+ issues per month 0 issues per month 2-6 hours per week 4-10 hours per week 30+ hours per week 150-250 miles in a week Professional Achievers may remember a time without the internet, but they prefer having it now. Most news and programming is consumed through digital-enabled devices (think laptops and smartphones). They’re still on the move heading to and from work, listening to the radio or their favorite podcast once in a while. But they rarely sit down to watch traditional TV. Unless it’s a sports game, they’re most likely streaming. MRI custom pull, 2016 ACTIVE PROFESSIONALS / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 96% TECH PERSONALITY: TECH-SPLORERS 87%61%66%18%* On average, they spend 1/4 of their day online. SUPER BOOMERS / MEDIA QUINTILES 6+ issues per month 17+ issues per month 23-40 hours per week 15+ hours per week 8-18 hours per week 150-250 miles in a week Super Boomers have more free time on their hands. They have the time to leisurely digest a newspaper or magazine, or sit at the television, watching what they want without parental controls. They’re on the road a fair amount, heading to their golf or tennis lessons. And no matter what their grandkids think, they have in fact figured out the internet. It’s just not their go-to for everything. MRI custom pull, 2016 SUPER BOOMERS / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 80% TECH PERSONALITY: TECH-THUSIASTS, TECH-SPLOITERS 73%70%57%8%* On average, they spend 1/8 of their day online. 2017 TACTICAL MID SUMMER RESULTS; 2018 STRATEGIES & BUDGET •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 2018 STRATEGIES •Optimize mix to drive revenue: Percent of Destination, Front Range Overnight and International (Mexico/Latin American) guests •NEW -Develop Content Marketing plan to provide new ways to reach consumers with key Vail messages •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 2018 STRATEGIES 2018 SPEND AND TACTICS BY AUDIENCE OVERVIEW Video Display Banner Social Native Display Addressable Cable TV Advanced Linear Cable OOH Destination -Dynamic Families x x x x Front Range –Dynamic Families x x x x x Destination –Super Boomers x x x x x Front Range –Super Boomers x x x x x x Destination –Act Professionals x x x Front Range –Act Professionals x x x x x Destination –All audiences Families only Families only Families only Front Range –All audiences x MID SUMMER DIGITAL MEDIA RESULTS / 2018 DIGITAL MEDIA STRATEGY / •DIGITAL MEDIA WILL DRIVE DESTINATION INTEREST ACROSS AUDIENCE SEGMENTS BY BRINGING VAIL TO LIFE ACROSS ENGAGING AND IMMERSIVE MEDIA EXPERIENCES. Continued investment in video, consider new formats such as 360 Expanded use of social media to promote and support influencer content as well as campaign assets Introduce native display as a new tactic for 2018 2017 VAIL SUMMER SOCIAL, WEB & EMAIL MARKETING / HIGHLIGHTS CONTENT DEVELOPMENT •Persona targeting tests through Facebook •Daily social coverage and content capture including: •10+ local events covered live via Instagram stories (~20k views each) •5 social media influencer takeovers •16 summer blog posts created •10 social videos produced in collaboration with Deadline Motion PERSONA EMAIL TESTING •Leveraged VR data to test highly targeted content with Non-Family and Family Summer Interest Guests on May 30 & June 27 •Non Family Test: 0.26% CTR, -1.9% below benchmark •Family Test: 0.4% CTR, -1.76% below benchmark 2018 VAIL SUMMER SOCIAL, WEB & EMAIL / STRATEGIES WEB •Responsive Website Integration •Leverage new interface & content functionality to present a fully integrated summer web experience, year-round EMAIL •Expand and reimagine summer email campaigns with VR learnings and targetability enhancements (messaging beyond the summer preference list) •Utilize the full breadth of dynamic sending and increased personalization capabilities –Note: Phased innovations & investments from VR 2018 Budget –Proposing a -1.5% reduction in budget gained from operational efficiencies. ($141K) 2018 VAIL SUMMER SOCIAL, WEB & EMAIL / STRATEGIES SOCIAL •Increase focus on Video related postings, supported by investments in “Boosting” content to maximize reach •Capitalize on the evolving content strategy to maximize reach against a new audience, while improving engagement and loyalty of existing followers 2018 Budget –Proposing incremental $1.2K investment to support “boosting” campaign to increase reach against new guests. ($25.2K) 2017 TRADITIONAL MEDIA RESULTS /DESTINATION TV, PRINT, OOH RESULTS: •9.5MM total impressions •$367,649 total spend / $850,000 in added value •Reach/Frequency: –Dynamic Families •Houston: 90% reach* / 7.7 freq. •Chicago: 90% reach* / 5.5 freq. •Dallas: 45% reach / 3.3 freq. –Super Boomers: •Houston: 90% reach* / 7.8 freq. •Chicago: 90% reach* / 6 freq. 67% 31% 2% Dynamic Family Super Boomer Active Professional Impressions % by Persona 2018 TRADITIONAL MEDIA /DESTINATION RECOMMENDATIONS •Overall FY17 Summer Traditional Media Takeaways and Summer FY18 Recommendation: –Eliminate the OSVG Print buy with the CTO (covered by lodging co -op/PR) –Based on addressability and delivery in FY17, we recommend right-sizing all geos and personas •Chicago: Comfortable addressability and scale by persona •Houston: Addressability concerns leading us to add advanced linear zoned cable •Dallas: Increase advanced linear zoned cable by extending flight and forgoing hiatus periods (Addressable cable not available in Dallas) 2018 Budget Implications: By right-sizing to Addressable Homes we can reduce the budget by 20.8% and extend flight time to one 7 week flight in destination markets. Reallocate the spend with CTO (OSVG) to the influencer initiative. TRADITIONAL MEDIA 2017 VS. 2018 IMPRESSIONS / DESTINATION 2018 TRADITIONAL MEDIA /DESTINATION RECOMMENDATIONS •Recommendation: Data Driven TV is the cornerstone of our recommendation, as we have the ability to target spots as never before (much like online). 2017 TRADITIONAL MEDIA RESULTS /FRONT RANGE TV, PRINT, OOH RESULTS: •15.5MM total impressions •OOH: Across personas: 9.3MM total impressions •Events: Across personas: 2.3MM total impressions •$230,075 total spend / $1,365,000 in added value •Reach/Frequency: –Dynamic Families •Front Range: 62% reach* / 7 freq. –Super Boomers •Front Range: 55% reach* / 5 freq. 70% 29% 1% Dynamic Family Super Boomer Active Professional Impressions % by Persona 2018 TRADITIONAL MEDIA /FRONT RANGE •Overall FY17 Summer Traditional Media Takeaways and Summer FY18 Recommendation: –Due to high brand awareness and recognition, we recommend removing overarching Brand TV & Print (Denver Post and 5280) campaign from Front Range –Maintain OOH Summer/Brand messages –Lean on summer events/lodging/mid-week messaging to drive Front Range visitation –Add Video on Demand for Dynamic Families, Super Boomers and Active Professionals to increase exposure against households using TV in warm summer months to coincide with summer viewing habits –Include Active Professionals within the Addressable Cable approach –Addressable Cable and VOD will support events only –Increase Advanced Linear Cable per event 2018 Budget Implications: By eliminating TV and print branding messages, we can reduce the budget by 17% and reallocate the budget to the influencer initiative. TRADITIONAL MEDIA 2017 VS. 2018 IMPRESSIONS / FRONT RAGE PR / INFLUENCER PROGRAM RESULTS THRU Q2 •No. of Clips to Comp Set –Vail 764 (42 percent more than closest competitor, Aspen) •Share of Voice –Extent of Coverage -Our goal is to maintain an 84 percent “extensive” and “significant” measurement. As of the end of June, we’ve maintained an 85 percent. •Message Tracking -Our goal in 2017 was to continue to grow the message for both “outdoor activities” and “family.” YTD we are on track to do this compared to end of year numbers in 2016. •Influencer Statistics to Through Q2 Total Audience •Instagram 512,886 •Twitter 174,200 No. of Instagram Posts -Impressions •Static 47 -247,200 •Stories 213 -352,380 Engagement 46,397 2018 DOMESTIC PUBLIC RELATIONS / RECOMMENDATIONS •In-Market Media Visits •Continue to focus on NYC and Chicago while rotating in a third market •Continue smaller group activities and one-on-one meetings in the Front Range •Media Visits •Mix of individual and group •Timing focused on early and late summer •Community Relations •Continue to grow restaurant, lodging and activity partners •Media Center •Enhancements to support new website design •Drive more visits to and expand content on the summer media center 2018 Budget –cut expenses 12% by eliminating winter cross sell budget and tightening spending in admin and in-market trips. NOT loosing key tactics. Shifting $16K in expenses and $7500 in fees to collective content/influencer program. 2018 INTERNATIONAL PUBLIC RELATIONS / RECOMMENDATIONS •Mexico •Continue to refine the Mexico City media mission •Media Visits •Explore opportunities to possibly split the group in two to cover early summer and the Vail Dance Festival –tie with Dance MX •Panama •MYPR will not be involved in the Panama mission 2018 Budget –Cut fees by 30% by not going to Panama. Reallocating funds from overall international budget to PR to better reflect division of expenses. 2017 INTERNATIONAL MARKETING / HIGHLIGHTS EVENTS •Crafted curated events that featured, both, to press (in order for them to magnify the exposure) as well as: influencers, clients and potential clients; a very good sample of the key Vail Summer offer TARGETING •Identified and invited key community influencers -with families, friends and spouses -in an effort to drive word of mouth and associate message in relevant social circles FANWISE/REACH: •Carefully selected a group of writers that fed more than one KEY media outlet, profiting on two or three publications per reporter PAID MEDIA: •Ads placed in select cannels and publications aimed at reaching our target market; while gaining cost efficiencies from preferential rates and added value 2018 INTERNATIONAL MARKETING / STRATEGIES DANCE FEST •Reimagine event format and pulling up a dance master class during the summer to capture a larger audience of high end families OPTIMIZING EXISTING EFFORTS : •Golf -continue Vail Summer presence at top Mexican golf clubs and events all through the year. •Camps -Kids camps both day and overnight (through two top companies dedicated to high end families kids ‘summer programs) NEW OPPORTUNITIES: •Running –Host a 10K , triathlon or well-designed race for Mexicans to align with their personal health goals and training regiment. 2018 Budget –Eliminating efforts against Panama due to limited opportunity, resulting in a 13% budget decrease (4% decrease accounting for reallocation to International PR and still 10% above 2016 levels) 2017 GROUP SALES /RESULTS •2017 total budget: $752,965 –YTD Key Performance Indicators (data through July 31) •4,500+ meeting planners reached •605 one-on-one appointments •107 leads generated •31 groups booked •11 site tours hosted (5,265 potential room nights) •6 client events (129 planner attendees) •Room nights on-the-books: +9.5% •Leads generated: +6% 2017 GROUP SALES / RESULTS Cvent 2018 GROUP SALES RECOMMENDATIONS / •What’s New in 2018? –Convention PlanIt •ConventionPlanit.com is an advertising distribution channel to increase group business. Meeting planners have free access to marketplace listings, RFP sourcing tools, and industry information when they’re buying. –Event Hosting Fees •Governor’s Conference on Tourism, Future Business Leaders of America, Colorado Bar Association, baseball event (tentative), etc –Industry Group Engagement (expanded presence) •Destination Colorado, Meeting Planners International (MPI), Colorado Society of Association Executives (CSAE), American Society of Association Executives (ASAE), Financial & Insurance Conference Planners (FICP), etc. VAIL App The Complete Vail Vacation Guide 2016-17 PERFORMANCE REPORT / VAIL APP VAIL APP / ANALYTICS •NEW USERS –24,503 IPHONE -17,335 ANDROID –7,168 •TOTAL VAIL APP USERS –50,840 •AVERAGE DAILY USERS –128 •AVERAGE SESSIONS PER DAY –280.9 •MEDIAN SESSION LENGTH –30 SECONDS •AVERAGE SESSIONS PER DAY –3 •AVERAGE CLICKS PER SESSION -6 •DEMOGRAPHIC BREAKDOWN Average Age 35-54 Gender split 54% Female 46% Male Average HH Income 81% Over 150k Education 72% College or better VAIL APP / NEW FEATURES Lodging Platform The VAIL App Lodging Platform allows our lodging partners to list room rates on the Vail App in real-time. Our LP will point directly to the lodging partner website for direct bookings that will not incur any additional charges for each booking. This provides the opportunity for the Vail App to have the lowest rates available since the lodging partner will keep 100% of the booking rate. There will be no additional charges or commissions on any of the bookings. Interactive Map The new interactive map is now available in multiple formats for print, online and mobile. It can be direct linked to any TOV Business and will be supported and maintained by ResortApp. TOV now has an updated digital map that can be manipulated by in house staff. New Research Capabilities The VAIL App database is being used to survey guests through RRC research. This database can now be utilized in multiple research platforms at any time during the year. 2018 VAIL APP SUPPORT •Town of Vail database, research interactive map, new lodging platform and guest service enhancement Budget Implications: New allocation of $35,000 investment from VLMDAC RESEARCH / DESTIMETRICS Same scope of work as 2017 •Reservation Activity Reports •Daily Occupancy Reports (including mid-month updates) •Guest Profiler •Hotel v Condo breakout •Group v Leisure breakout •Event overlays (including industry wide) •Comp set reports Total:$52,213 (flat YoY) RESEARCH / SUMMER INTERCEPT STUDY RRC Associates summer guest intercept study •Short Intercept Study (approximately 1,500) •Web Follow Up Study (approximately 400) •Mid-season & end of season reports Total:$22,500 2018 BUDGET Drive Overnight & Out-of-state Visitation 2018 Budget: $3.4 Million ($350,000 REDUCTION YOY) 79% Destination FR Overnight International Web/CRM/Social Public Relations Groups 47% 8% 8% 28% 3% 5% Digital Content Traditional PR 44% 6% 2% 43% 2018 OVERVIEW / BUDGET Mkt Production Branding Research 21% Other5% 2018 VS. 2017 BUDGET COMPARISON Budget by Category 2018 BUDGET % of Budget 2017 Budget % of Budget YOY $ Change YOY % Change Comments Destination Efforts $ 1,257,348 37%$1,285,500 34%$ (28,152)-2% Savings in Destination efforts moving SEM to Vail Marketing. Reduction also from increased media efficiencies Front Range $ 222,000 7%$264,000 7%$ (42,000)-16% Reduction in Front Range spend with increased media efficiencies International $ 226,552 7%$241,000 6%$ (14,448)-6% Branding/Production $ 146,000 4%$168,000 4%$ (22,000)-13% Savings YOY with Cactus/reduce video productions Groups $ 756,375 22%$752,965 20%$ 3,410 0% Increase for sales managers & associated costs, PlanIT PR $ 85,200 3%$115,000 3%$ (29,800)-26%savings in fees, eliminate Panama Research $ 84,365 2%$136,088 4%$ (51,723)-38%No Burke Brand research Photo/Video $ 112,000 3%$185,000 5%$ (73,000)-39%Reduce photo/video asset shooting Web/Email/Social $ 125,200 4%$110,500 3%$ 14,700 13%Increase social/content efforts Professional Fees/Admin $ 359,960 11%$366,947 10%$ (6,987)-2%efficiencies Event Support $ 25,000 1%$125,000 3%$ (100,000)-80%removed event support dollars TOTALS $ 3,400,000 $3,750,000 ($350,000)-9% THANK YOU!! NEXT MEETINGS: VLMD 2018 OPERATING PLAN, SEPTEMBER 19 TIME TBD, COUNCIL CHAMBER S VLMDAC MEETING, SEPTEMBER 21, 8:30 –11:30 AM, ANTLERS LODGE VLMD 2017 BUDGET RESOLUTION, OCTOBER 17, 2017, TIME TBD, TOWN COUNCIL CHAMBERS APPENDIX MEDIA TARGET AUDIENCES / ?DO WE NEED THIS HERE? 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 /?NEED THIS HERE? 2017 VAIL SUMMER CONTENT HIGHLIGHTS / Active Professionals Active Professionals 2017 TRADITIONAL MEDIA RESULTS /DESTINATION / BY MARKET BY PERSONA 2017 TRADITIONAL MEDIA RESULTS /DESTINATION / BY PERSONA 2017 TRADITIONAL MEDIA RESULTS /FRONT RANGE