HomeMy WebLinkAbout05. VLMD Group Sales Update January 2018
97 Main Street, Suite E-201, Edwards, CO 81632
VailValleyPartnership.com
To: Vail Local Marketing District Advisory Council
From: Chris Romer, Vail Valley Partnership
Re: January 2018 group sales dashboard
Key Performance Indicators: YTD:
New leads generated: 11 YTD leads generated: 11
Groups booked YTD: 2 Room nights in system: 32,533
Leads in system: 44 Future Pipeline: -8%
Room Nights on-the-books (current year): +65%
Room Nights on-the-books (all years): -15%
ROI: $20.73 generated per $1 invested ($1.12 direct return to Town of Vail in sales and
lodging tax for every $1 invested in group sales –2018 only, no future years included)
What’s Next (February):
IPEC Tradeshow in National Harbor, MD – January 30-February 2, 2018
Executive Summary:
New measurements: ROI and Direct Return (for current year only – future years not included in
calculations).
ROI = Group Revenue ($15,685,839) / VLMD investment ($756,375).
Direct return = total spend x 0.054 (4.4% sales tax plus 1.4% lodging tax) generated by VVP
generated groups.
Future years on the books is down due to the loss of two repeat programs (Colorado Municipal
League and Future Business Leaders of America)
VVP exhibited at 2 meeting industry
tradeshows:
2,228 Meeting planner attendees
156 One-on-one appointments
VVP hosted 0 sites and 0 FAM tour to
drive group business to Vail
VVP hosted 0 client events in January
VVP exhibited at 2 meeting industry
tradeshows:
2,228 meeting planner attendees
156 one on one sales appointments
VVP hosted 0 site and 0 FAM tours to
drive group business to Vail
VVP hosted 0 client events