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Home My WebLink About02. 10.19.17_Minutes_FINALPublic Notice Vail Local Marketing District Advisory Council Thursday, October 19, 2017 Antlers Lodge 8:30-11:00am VLMDAC Members Present: Phil Metz (Vail Resorts) Laurie Mullen (West Vail Liquor) Jenn Bruno (Vail Town Council) John Dawsey (CME - Treasurer) Scott Gubrud (Four Seasons) Michael Holton (Vail Health) Skip Thurnauer Also Present: Ernest Saeger (Town of Vail) Yann Benjamin (Vail Resorts) David Neff (Vail Resorts) Clare Hefferren (Callosum/Doubletree) Bryan Wachs (MySalesButler.com/Doubletree) Kristin Yantis (MYPR) Emily Tracy (MYPR) Anna Robinson (VVP) Laura Waniuk (TOV) Greg Clifton (TOV) Mia Vlaar (East West DH) Meggen Kirkham (SITE) Hannah Green (Cactus) Katie Harker (Cactus) Ainslee Fortune (Cactus) Mike Ortiz (VRD) Chris Creamer (Intrawest) Chris Cares (RRC Associates) Marcy Welk (Burke) • September 2017 Monthly Financial Report, (5 minutes), $2.5M rev to date. On track to make budget but won’t exceed by much. Budget resolution passed, with a few items brought to light. (i.e. - paying attention to mid-week summer bookings, shifting focus to months other than July) Some suggestion that $1M go towards funding the iconic events, also discussed possible tax increase. • Approval of September 21, 2017 Meeting Minutes, (5 minutes) Motion/Second/Pass (Skip Thurnauer /Jen Bruno/Unanimous) • September Media Results Update, (20 Minutes), Cactus YOY Results - statistics across the board are up. Facebook did change the criteria for VCR, which resulted in a big jump for that stat. Dynamic Families: 17.8M impressions. Review of display stats, video completion rate, social media delivery & paid social engagement (Facebook strongest platform). Exceeding benchmarks across the board. See slides for details. Super Boomers: 15.8M impressions. Only segment that had deliverables through the end of September. Review of display stats (Brand VERY strong, Fall performed very well as well - intro of Pandora), video completion, social & paid social (Gourmet on Gore CTR very strong). See slides for details. Active Professionals: 7.5M impressions. Review of display stats (great Pandora engagement), video completion (Hulu & tablet very strong. Oktoberfest was highest completion rate), social & paid social results (increase of 30% CTR due to Auto-Optimize feature). See slides for details. Paid Search: 891K impressions National: 4.1M impressions Discussion RE: fall performance YOY? Looking great, but still compiling stats. Discussion RE: dark weeks on paid social. Discussion RE: YOY and benchmark stats are fantastic! Discussion RE: next year’s campaign - same campaign but will update creative. Creative audit? What is the retail campaign (vs occupancy campaign)? • Intercept Research Results, (60 minutes), RRC, Chris Cares Overview presentation, but data is high quality and should be explored more in-depth. Event research is being aligned with intercept surveys. Some slides have been updated - new file will be sent after meeting. See slides for details. Sample: 1353 (Intercept), 382 (Web), 259 (Visitors Center Kiosk) Review of visitation & parking data. Parking numbers are down 8% - could be due to construction. See slides for details. Review of YOY occupancy with Events. Midweek & extending the season are the areas of opportunity. Review of NPS score (overall 76%, mid-season was 84%). Geographic origins consistent, except California was down. 35% first time visitors. Review of demographics - decline in overnight CO, increase in day visitor. Income growth on higher end of spectrum. Florida visitation up. Review of DMAs. International breakdown (top 3 Mexico, Canada, UK). Length of stay is getting longer. Discussion RE: is length of stay being affected by STRs? 7% in STRs. STR market very strong in Avon. Hits both younger demo as well as large families. Discussion RE lodging tax for STRs. See slides for all demographic details. Review of Trip Characteristics - Leisure is top category, special events second. Special events very strong among younger demo. Leisure strong among Dynamic Families. Friends/family & weddings/reunions strong among Active Professionals. Review of information sources. 50% of guests book 3 months out or more - Discussion RE: how many of those are first time guests? Discussion RE: differences in “desired experience” for CO resident vs. nonresident. Breakdown by 3 personas. See slides for details. Review of ratings & perceptions – NPS 76% overall which is down from 2016 - crowding & weather may be factors. Review of NPS by demographics & trip characteristics. First time visitor score is much lower than repeat (65% vs 82%). Discussion RE: is that the same for other destinations? Yes. Likelihood of 1st time visitors to recommend Vail is down quite a bit. Review of NPS by Personas. TOV ratings are lower across the board for first time visitors. Many detractors for “Variety of Activities” - could this be a communication issue? STRs may contribute because of lack of concierge services. Breakdown of intent to return. See slides for details. Review of Transportation Profile - parking is the main detractor for people who rated 3 or lower. Expensive came up in open ended comments. See slides for details. Discussion RE: were there any surprises in the research data? Not especially, but breaking data out by personas is proving to be an effective tool. • Burke Brand Research Results, (60 minutes), Burke, Marcy Welk Research has changed a bit based on shift in marketing from geographic areas to personas. Because of that, there will not be as much trending in this year’s data, but will dive into each persona in detail. Review of survey methodology - see slides for details. 300 responses from across the country. Attitudinal themes vs demographics. Review of key findings. Common themes across segments are authentic mountain experience, new sights & new adventures. Review of specific goals for each segment. Review of persona highlights, motivators and activities. Active Professionals: play hard, party hard. Adventure & thrill seeking. Dynamic Families: outdoor experiences that are inclusive for entire family. Super Boomers: unplug, relax & rejuvenate in nature. Hiking is a common theme among all personals. Active Professional differentiators are bars, nightlife, racing. Dynamic Families: Festivals, biking, Boomers: shopping & live music. See slides for details. Bear in mind - income base level is much higher than in year’s past - these are affluent versions of each persona. Persona Breakdown (see slides for details): • Active Professionals: Take the most vacations, but spend the least on transportation. Average spending on lodging and dining. Need high energy & some “polish” (worldly, culture) • Dynamic Families: Slightly lower number of vacations, but spend more on transportation. Spend less on lodging. Average spending on dining. Need activities and adventures that include everyone in the family. Data does not necessarily show that all adventures need to have entire family together at one time. • Super Boomers: Same number of vacations as families. Spend slightly more on air and lodging. Spend slightly less on transport and dining, but not significantly less. Need recharging atmosphere and amenities (in addition to spas). Review of Funnel Metrics across segments as compared to Breck & Aspen. Conversion rate (“seriously considering” to “booked”) is highest for Dynamic Families, lowest among Active Professionals. Discussion RE: conversion rate as a KPI. See slides for details. Discussion RE: Cactus taking this information and applying it to creative strategies, time in market, etc. • Other Business • Mike Ortiz – VRD: November ballot initiative. VRD is asking for a $1M increase in property taxes to fund $14M of capital expenses over the next 10 years. The town owns all the property VRD works from - need to keep them top-of-the-line! No tax increase since 1993, but programming has increased exponentially. VRD is funded solelu by property tax, which is going down, part of the vote is to de-Gallagherize Vail. Please spread the word to neighbors, friends, etc. Eligible voters are property owners, non-businesses, registered in Colorado. • Vail loves Mexico campaign video update - extremely well received. Will be used on social platforms soon. • VLMDAC Executive Session – needs to happen soon. Possibly in conjunction with November meeting. • Adjournment Motion/Second (Skip Thurnauer/Scott Gubrud) • Upcoming Meetings: o VLMD 2017 Budget Resolution, October 17, 2017, Time TBD, Town Council Chambers o VLMDAC Meeting, November 16, 2017, 8:30 – 11:00AM, Antlers