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Home My WebLink About00. 2017-02-14 VLMDAC Meeting PresentationVAIL LOCAL MARKETING DISTRICT MEETING FEBRUARY 16, 2017 AGENDA / •GOALS & OBJECTIVES HISTORICAL CHART, SITE/TOV/VVP •HOUSTON & DALLAS FLIGHTS AND VISITATION, GABE/VVP •RESEARCH UPDATE, VVP •FRONT RANGE HOUSEHOLD INCOME, CACTUS •2017 TACTICS, ALL •$550,000 FUND BALANCE FOR 2017 BUDGET, ALL •CREATIVE PLATFORM, CACTUS GOALS & OBJECTIVES HISTORICAL CHARTS, SITE/TOV/VVP OVERARCHING GOAL / Strengthen Vail’s position as a year-round destination that appeals to a broad audience, by elevating the summer brand position. 2017 MARKETING OBJECTIVES / •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 Continue the momentum and build on the powerful leadership position of the year-round Vail brand. 2016 RESULTS & 2017 GOALS / UPDATED 1/2 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 Destination Visits +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 Visits 11% of Mix 20% of Mix 55% in 2015 5% of mix 25% of mix 60% of Mix 11% of Mix 20% of Mix HISTORICAL SALES TAX SUMMER VS. WINTER / 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 5.5 5.8 4.8 5.0 5.7 6.0 6.5 7.1 7.5 8.1 13.4 13.8 12.2 12.6 13.9 14.0 15.5 16.8 17.6 17.6 (in Millions) Summer Winter 40% 37% 34% 36% 38% 41% 42% 43% 44% 49% 0% 10% 20% 30% 40% 50% 60% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Occupancy Rate $152 $154 $146 $153 $157 $169 $173 $190 $199 $222 $- $50 $100 $150 $200 $250 Average Daily Rate HISTORICAL SUMMER OCCUPANCY & AVERAGE DAILY RATE / 3% 3% 2% 9% 8% 5% 25% 19% 19% 19% 33% 25% 14% 5% 6% 10% 0% 21% 47% 56% 43% 55% 58% 49% 2010 2012 2013 2014 2015 2016 International In-State Overnight In-State Day Destination HISTORICAL SUMMER VISITOR MIX / Note: 2010-2015 variance to 100 is local traffic; 2015 methodology change (did not survey local) HISTORICAL SUMMER GROUP BUSINESS / HISTORICAL SUMMER NET PROMOTER SCORE / 62 72 82 80 75 84 80 0 10 20 30 40 50 60 70 80 90 2010 2009 2013 2012 2015 2014 2016 HOUSTON & DALLAS FLIGHTS & VISITATION, VVP/GABE DALLAS & HOUSTON HISTORICAL SUMMER VISITATION / (data from intercept study) Dallas (blue) / Houston (orange) DALLAS & HOUSTON HISTORICAL SUMMER FLIGHT PASSENGERS / 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 2016 2015 2014 2013 2012 2011 2010 2009 2008 2007 Dallas Houston Passenger Numbers DALLAS & HOUSTON HISTORICAL SUMMER FLIGHT PASSENGERS / % of All EGE Passengers 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 2016 2015 2014 2013 2012 2011 2010 2009 2008 2007 Dallas Houston RESEARCH UPDATE, VVP/RRC RESEARCH UPDATE / •Welcome Center •Event Study •Summer Intercept •Summer Web-based follow up Coordination of all Vail research efforts with RRC Associates. RESEARCH EFFORTS FOR 2017 SUMMER / RRC Associates will be coordinating various research efforts for efficiencies and maximum data collection. Programs anticipated include: •Summer Intercept Surveys conducted throughout Town •Web-based Follow-up Surveys for more detailed information including further developing “personas” •Vail Events Intercept surveys conducted at approximately 25 events over the course of the entire year, 2017 •Parking Structure/Frontage Road Surveys at various times during the year •Visitors Center Surveys will be conducted using web and intercept •Potential Lodge-based Post-Visit Surveys designed to obtain information on the entire visit. Effort would be designed to complement or replace some of the Summer Intercept program •Coordination with Cactus to insure maximum efficiency at lowest cost 2017 RESEARCH PROGRAM BUILDS ON 2016 FINDINGS / Survey questions will be developed to expand on previous efforts but with greater emphasis on qualitative and marketing topics. •Vail Resorts and Cactus will be consulted in developing the program •Sampling will be coordinated among all entities to ensure that Town as well as mountain visitors are included •During times of Events (concerts, athletics, festivals, races, etc.) the multiple efforts will be coordinated •Emphasis on strategic information designed to address current and emerging topics and initiatives •Periodic feedback will permit the program to be “tweaked” as the season progresses, if deemed necessary FRONT RANGE HOUSEHOLD INCOME, CACTUS DYNAMIC FAMILY AUDIENCE HHI / $75K HHI $100K HHI •Makes up 5% of available Denver households •With the current budget and 12x frequency, Vail Local Marketing District can expect to reach about 70% of available the Dynamic Family Denver audience. •Makes up 4% of the Denver population •Narrows the target, but provides more qualified impressions •Pool of available impressions within the Denver market is still sizeable •With the current budget, Vail Local Marketing District can expect to reach about 75% of the available audience * Population estimates pulled from MRI 2017 TACTICS, ALL PARTNERS NEW APPROACH / REVIEW •Shifted strategical approach from a geographic and functional focus to a consumer based focus. •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. •Strengthen Vail’s position as a year-round destination by unifying the brand message in winter and summer •Leverage Summer research to increase consideration •Continue to leverage Winter approach and learnings •Develop in-depth guest/target personas in order to understand behaviors and motivations, in order to inform tactics, creative and messaging •Maximize off peak, mid-week and shoulder seasons •Increase Customer Relationship capacity to maintain repeat guests and re-engage lapsed guests 2017 STRATEGIES / REVIEW •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 2017 STRATEGIES / REVIEW FY17 DIGITAL COMMUNICATIONS OVERALL STRATEGY / 30+% Budget Increase 86% More Clicks 224% Increase in Video impressions DYNAMIC FAMILIES / MEDIA OVERVIEW Dynamic Families Media Investment TV 46% Video 27% OOH 11% Print 3% Display 3% Social 6% PPC 4% DYNAMIC FAMILIES DIGITAL MEDIA PLAN / •Page index targeting will allow for contextual filters to be tailored based on persona •Dynamic family targeting will focus on page level detail such as family travel, budget travel and adventure travel. •Sample sites include: –pbs.org/parents –parents.com/fun/activities –theguardian.com/travel –lonelyplanet.com •Historical success across the Dynamic Family in 2016 •Build upon learnings from last year •Cross screen approach will reach families within contextual Pre-Roll and Connected TV Flight Considerations: Paid media will end on July 31 since school back in session with a heavy up during the Spring booking season. DYNAMIC FAMILIES CONNECTED TV EXAMPLE / HTTP://DOWNLOAD.YUMENETWORKS.COM/YUME/CREATIVE/VAIL/CS_15243/V1/ DYNAMIC FAMILIES PAID SOCIAL / EVENT ACTIVITY BRAND DYNAMIC FAMILIES / SOCIAL TACTICS •TARGETING: •Destination: Ages 35-54 in Chicago (+25 mi), Dallas (+25 mi), Houston (+25 mi) •Front Range: Ages 35-54 in Boulder (+25 mi), Colorado Springs (+25 mi), Denver (+25 mi), Ft. Collins (+25 mi) •CONTEXTUAL FILTERS: •$100K+ income (actual income will be based on market) •Parents with children 3 years old to teenagers •Adults who take family vacations, are leisure travelers or have interest in adventure travel, nature or mountains •National: Ages 25-64, $150K+ •TACTICS: Facebook, Instagram •IMPRESSION ESTIMATE: 5.8MM (include 2MM in national impressions) DYNAMIC FAMILIES / TRADITIONAL MEDIA •Recommendation: Data Driven TV is the cornerstone of our recommendation, as we have the ability to target spots as never before (much like online). DYNAMIC FAMILIES / TRADITIONAL MEDIA •Use Third Party Data to identify the Dynamic Family Persona Household DYNAMIC FAMILIES / TRADITIONAL MEDIA Can now accept :30 and :15 spots in VOD and a :15 spot in live programming paired with a PSA spot Destination Messaging: Brand, air and weather Recommendation: •DALLAS – 5/15 – 6/18 •Advanced TV (key networks, programs and dayparts reaching our audience based on Set Top Box Analysis •HOUSTON & CHICAGO - 5/15 – 6/16 •Addressable TV (1:1 Qualified Home delivery) •HOUSTON – TBD •OOH – Air messaging TBD DYNAMIC FAMILIES / TRADITIONAL DESTINATION MEDIA TACTICS 40% 37% 22% 1% Dynamic Families Spend by Destination Market 67% of Total Destination Media Spend Houston Chicago Dallas Data Fees DESTINATION MARKETS: •6.2MM Impressions REACH & FREQUENCY: •Houston: 90% reach; 7.7 frequency (over 5 weeks) •Chicago: 90% reach; 5.5 frequency (over 5 weeks) •Dallas: 45% reach; 3.3 frequency (over 5 weeks) * 90% REACH IS FOR ADDRESSABLE HOMES ONLY DYNAMIC FAMILIES / TRADITIONAL DESTINATION MEDIA KPIs / METRICS: 0 200,000 400,000 600,000 800,000 15-May22-May29-May5-Jun12-Jun19-Jun26-Jun3-Jul10-Jul17-Jul24-Jul31-Jul7-Aug14-Aug21-Aug28-Aug4-Sep11-SepDynamic Families Destination Impressions by Week Traditional Media Dallas Chicago Houston DYNAMIC FAMILIES / TRADITIONAL FRONT RANGE MEDIA TACTICS Front Range Messaging: Branding/Event Messaging Recommendation: •Addressable TV - 5/29 – 9/3 •Advanced Cable TV – 5/29 – 9/17 (prior to specific events) •OOH – 5/29 – 8/20 (high ad recall and increased frequency) •Denver Post – May TBD (high ad recall and increased frequency) Spend and Impressions: •Dynamic Family Front Range: 78% of total Front Range media spend •DEMOGRAPHIC/CIRCULATION: •Sunday Circ: 265,000 •HHI $75K+, Married, kids at home, well educated, 35+ years old •RECOMMENDED CAMPAIGN: 1X FULL PAGE - $12,500 •May (date TBD) Summer Getaways - Inside Front Cover •Only ONE Special Summer Section being offered this summer • ADDED VALUE OF $5,000: •One of only 3 advertisers in entire section •Premium Placement Fee Waived •Display Campaign 1 month August 15 – Sept. 15 (target Active Prof/Super Boomer for Fall) •Email 2 x’s Aug. 29 & Sept. 5 (target Active Prof/Super Boomer for Fall) •Social/Facebook Ghost Post 1 month Aug. 4 – Sept. 8 (target Active Prof for Fall) DYNAMIC FAMLIES/ FRONT RANGE TRADITIONAL MEDIA FRONT RANGE: •11.7 MM IMPRESSIONS REACH & FREQUENCY: •62% REACH; 7 FREQUENCY (OVER 16 WEEKS) DYNAMIC FAMILIES / TRADITIONAL FRONT RANGE MEDIA KPIs / METRICS: 0 500,000 1,000,000 1,500,000 15-May22-May29-May5-Jun12-Jun19-Jun26-Jun3-Jul10-Jul17-Jul24-Jul31-Jul7-Aug14-Aug21-Aug28-Aug4-Sep11-SepDynamic Families Front Range Impressions by Week Traditional Media DYNAMIC FAMILIES / WEB & SEO •SUMMER WEBSITE TRANSITION: •April 24: prompt transition of Vail.com homepage to have a summer focus •April/May: begin shifting internal pages •SEO DELIVERABLES: •SEO Best Practices Review •SEO Reporting •SEO Support •Earned Traffic Trends •CONTENT DEVELOPMENT: •Development of content in partnership with Cactus that can be incorporated onto Vail.com and that is relevant for the dynamic family segment. DYNAMIC FAMILIES / ORGANIC SOCIAL •SOCIAL CHANNEL RECOMMENDATION: Facebook, Twitter DYNAMIC FAMILIES / EMAIL •EMAIL RECOMMENDATION (Pending VR CRM team confirmation): •Segment households with children from the core VR audience •Be diligent in delivering experiential content to this audience versus deal-oriented content •Serve content featuring a variety of on and off-mountain activities •Balance family specific adventure seeking content with cultural content DYNAMIC FAMILIES / PR •TACTICS REVIEW: •Content Themes - Press Releases/Pitches •Update Family Tipsheet/Activities Guide •Write/pitch family-friendly specific content highlighting summer offerings •In-Market Visits •New York •Chicago •San Francisco •Front Range •SATW Conference •Press Trips – June, September trips, focus on one-on-one visits •Media Center – new engaging content •Influencer Outreach DYNAMIC FAMILIES / PR •INFLUENCER OUTREACH - Strategy 1 – Online influencers DYNAMIC FAMILIES / PR •INFLUENCER OUTREACH - Strategy 1 – Online influencers DYNAMIC FAMILIES / PR •INFLUENCER OUTREACH - Strategy 2 – Event influencers Kids Adventure Games - Approach a participant family to take over Vail Instagram feed and write blog post for Vail.com from the kids’ perspective. Look into Facebook Live opportunity as well. DYNAMIC FAMILIES / PR •INFLUENCER OUTREACH - Strategy 3 – Traditional media w/strong online presence Kyle McCarthy – freelance family travel writer and producer of Family Travel Forum, online travel brand. Partner w/Eileen Ogintz. Collectively traditional stories get picked up in numerous outlets including Dallas Morning News, NY Times, Gannet syndication, etc. ACTIVE PROFESSIONALS PERSONA AND TACTICS ACTIVE PROFESSIONALS / MEDIA OVERVIEW Video 72% Social 9% PPC 19% Active Professionals Media Investment ACTIVE PROFESSIONAL DIGITAL MEDIA PLAN / •Hulu will provide access to premium pre-roll and Connected TV inventory. •70% of Hulu inventory is accessed through Connected TV devices •Hulu’s millennial audience naturally over indexes in outdoor activities and of this group the average income is $80k and spends $500 per year on outdoor equipment •Travel contextual pre-roll will increase consideration of Vail among the Active professional •Pre-Roll placements will increase reach across sites that index high for the Active Professional persona •Apply learnings from last year Flight Considerations: Paid media will run through September with a slight heavy up during the Spring booking season. ACTIVE PROFESSIONALS PAID SOCIAL / EVENT ACTIVITY BRAND EXAMPLES / ACTIVE PROFESSIONALS / SOCIAL TACTICS •TARGETING: •Front Range: Ages 25-34 in Boulder (+15 mi), Colorado Springs (+15 mi), Denver (+15 mi), Ft. Collins (+15 mi) •CONTEXTUAL FILTERS: •Income of $75K+ •Adults who are frequent travelers or leisure travelers •Interested in adventure travel or mountains •National: Ages 25-64, $150K+ •TACTICS: Facebook, Instagram •IMPRESSION ESTIMATE: 4.5MM (includes 2MM in national impressions) ACTIVE PROFESSIONALS / WEB & SEO •SUMMER WEBSITE TRANSITION: •April 24: prompt transition of Vail.com homepage to have a summer focus •April/May: begin shifting internal pages •SEO DELIVERABLES: •SEO Best Practices Review •SEO Reporting •SEO Support •Earned Traffic Trends •CONTENT DEVELOPMENT: •Development of content in partnership with Cactus that can be incorporated onto Vail.com and that is relevant for the active professional segment. ACTIVE PROFESSIONALS / ORGANIC SOCIAL •SOCIAL CHANNEL RECOMMENDATION: Instagram, Snapchat ACTIVE PROFESSIONALS / EMAIL •EMAIL RECOMMENDATION (Pending VR CRM team confirmation): •Segment non-family households by age from the core VR database •Integrate more deal oriented content specifically around off-peak time periods •Use messaging strategy that resonates with active professional audience •Serve rich eye-catching content that conveys the excitement of on and off-mountain adventures ACTIVE PROFESSIONALS / PR •TACTICS REVIEW: •Content Themes - Press Releases/Pitches •Enhance F&B content – patio dining, chef picks, craft beer/distilleries •Update hiking and mountain biking content •In-Market Visits •New York •Chicago •San Francisco •Front Range •SATW Conference •Press Trips – June, September trips, focus on one-on-one visits •Media Center – new engaging content •Influencer Outreach •Strategy 1 – Online influencers •Strategy 2 – Event influencers •Strategy 3 – Traditional media w/strong online presence ACTIVE PROFESSIONALS / PR •INFLUENCER OUTREACH - Strategy 1 – Online influencers ACTIVE PROFESSIONALS / PR •INFLUENCER OUTREACH - Strategy 1 – Online influencers ACTIVE PROFESSIONALS / PR •INFLUENCER OUTREACH – Strategy 2 – Event Influencers GoPro Mountain Games – Identify a participant or pro to do an Instagram takeover, possible Snapchat posts and content development for Vail.com. ACTIVE PROFESSIONALS / PR •INFLUENCER OUTREACH - Strategy 3 – Traditional media w/strong online presence Kellee Edwards – Fox TV LA, recently picked up by The Travel Channel w/strong online presence. Instagram – 12.6K SUPER BOOMERS PERSONA AND TACTICS SUPER BOOMERS / MEDIA OVERVIEW Display 11% Video 24% Social 3% PPC 8% OOH 10% TV 43% Print 1% Super Boomer Investment SUPER BOOMERS DIGITAL MEDIA PLAN/ •Page index targeting will allow for contextual filters to be tailored to Super Boomers •Super Boomer targeting will include hiking, adventure travel, sports, •Sample sites include: –businessinsider.com –theatlantic.com –nytimes.com •Historical success across the Super Boomers in 2016 •YuMe will allow for a cross screen approach to reach Super boomers with contextual Pre-Roll •Connected TV will not be included against the Super Boomer audience •Rose to the top as a leader within the travel space vs. incumbent Adara •Sojurn will provide access to travel specific content as well as a database of Super Boomers who are specifically interested in outdoor activities •Strives to offer campaign audience analysis Flight Considerations: Paid media will run through September with a heavy up during the Spring booking season. SUPER BOOMERS PAID SOCIAL / EVENT ACTIVITY BRAND EXAMPLES / SUPER BOOMERS / SOCIAL TACTICS •TARGETING: •Destination: Ages 55-65+ in Chicago (+25 mi), Dallas (+25 mi), Houston (+25mi) •Front Range: Ages 55-65+ in Boulder (+25 mi), Colorado Springs (+25 mi), Denver (+25 mi), Ft. Collins (+25 mi) •CONTEXTUAL FILTERS: •Income of $75K+ (actual income will be based on market) •Baby Boomers generation •Leisure travelers •Interests in fishing, mountain, mountain biking, camping, ecotourism, adventure travel, nature, hiking or horseback riding •National: Ages 25-64, $150K+ •TACTICS: Facebook •IMPRESSION ESTIMATE: 1.6 MM (includes 2MM in national impressions) Messaging: Brand, air and weather Recommendation: •HOUSTON & CHICAGO – 5/15 – 6/18 • Addressable TV •HOUSTON – TBD •OOH – Air messaging TBD SUPER BOOMERS / TRADITIONAL DESTINATION MEDIA TACTICS 43% 54% 0% 3% Super Boomers Spend by Destination Market 33% of Total Destination Media Spend Houston Chicago Data Fees •DESTINATION MARKETS: •2.7 MM Impressions •REACH & FREQUENCY: •Houston: 90% reach; 7.8 frequency (over 5 weeks) •Chicago: 90% reach; 6 frequency (over 5 weeks) SUPER BOOMERS / TRADITIONAL DESTINATION MEDIA KPIs / METRICS: 0 200,000 400,000 Super Boomers Destination Impressions by Week Traditional Media Houston Chicago SUPER BOOMERS / TRADITIONAL FRONT RANGE MEDIA TACTICS Messaging: Branding/Event Messaging Recommendation: •Addressable TV - 5/29 – 9/3 •Advanced Cable TV – 5/29 – 9/17 (prior to specific events) •OOH – 5/29 – 8/20 (high ad recall and increased frequency) •Magazine – June & July (high ad recall and increased frequency) Spend and Impressions: •Super Boomer Front Range: 22% of total Front Range traditional media spend •DEMOGRAPHIC/CIRCULATION: •90,000 Circ (50K subscribers, 10KNewsstands, 5K subscribers of Travel + Leisure & Sunset) •Avg age: 43 •Avg HHI: $195,098 •5280 reaches 1 in 4 Denver Metro residents •80% of readers look to 5280 when choosing travel •RECOMMENDED CAMPAIGN: 2X FULL PAGES - $9,546 •June Summer Adventures - placement: Adventure 1 •July Traveler - placement: Editors Letter • ADDED VALUE OF $6,562: •2016 Rate Card Protection (savings of $3,280) •Premium Placement Fee Waived •2 inclusions in 5280.com newsletters of our choice (target Active Professionals too) •2 inclusions in 5280 Scene Calendar for Vail events (target Active Professionals too) SUPER BOOMERS / FRONT RANGE TRADITIONAL MEDIA •FRONT RANGE: •3.3 MM Impressions •REACH & FREQUENCY: •55% reach; 5 frequency (over 16 weeks) * REACH IS FOR ADDRESSABLE HOMES ONLY SUPER BOOMERS / TRADITIONAL FRONT RANGE MEDIA KPIs / METRICS: 0 500,000 1,000,000 1,500,000 15-May22-May29-May5-Jun12-Jun19-Jun26-Jun3-Jul10-Jul17-Jul24-Jul31-Jul7-Aug14-Aug21-Aug28-Aug4-Sep11-SepSuper Boomers Front Range Impressions by Week Traditional Media SUPER BOOMERS / WEB & SEO •SUMMER WEBSITE TRANSITION: •April 24: prompt transition of Vail.com homepage to have a summer focus •April/May: begin shifting internal pages •SEO DELIVERABLES: •SEO Best Practices Review •SEO Reporting •SEO Support •Earned Traffic Trends •CONTENT DEVELOPMENT: •Development of content in partnership with Cactus that can be incorporated onto Vail.com and that is relevant for the super boomer segment. SUPER BOOMERS / ORGANIC SOCIAL •SOCIAL CHANNEL RECOMMENDATION: Facebook SUPER BOOMERS / EMAIL •EMAIL RECOMMENDATION (Pending VR CRM team confirmation): •Segment non-family households by age from the core VR database •Integrate more deal oriented content specifically around off-peak time periods •Use messaging strategy that resonates with super boomer audience •Serve easy to use content that can be referenced in-resort SUPER BOOMERS / PR •TACTICS REVIEW •Content Themes - Press Releases/Pitches •Enhance F&B content – patio dining, chef picks, craft beer/distilleries •Update hiking content •Targeted events information •In-Market Visits •New York •Chicago •San Francisco •Front Range •SATW Conference •Press Trips – June, September trips, focus on one-on-one visits •Media Center – new engaging content •Influencer Outreach •Strategy 2 – Event influencers SUPER BOOMERS / PR •INFLUENCER STRATEGY - Strategy 2 – Event influencers Bravo Vail - Alan Gilbert, conductor of the New York Philharmonic. Discuss Instagram takeover, Twitter engagement and/or blog post about a “day in the life” during Bravo. Facebook Live is another great vehicle for this tactic. GROUP TACTICS GROUPS / •TACTICS: Tradeshow attendance, FAM tours, database mining, lodging property partnerships, host in-market events, maintain strong industry association presence, utilize event recruiting budget as needed •BUDGET: $753K •IMPRESSION ESTIMATE: 8400 meeting planners; 1,230 one-on-one meetings; 24 site tours; 10 client events •KPIS / METRICS: Lead Generation, Groups Booked, Planners Reached, Increase mid-week occupancy, increase group occupancy (measured by DestiMetrics) GROUPS / SALES TEAM GROUPS / GROUP VS LEISURE OCCUPANCY GROUPS / 2017 TARGETS 2016 RESULTS: •LEADS GENERATED: 203 •GROUPS BOOKED: 71 •PLANNERS MET: 8,057 •CONVERSION RATE: 35% •LEADS IN SYSTEM: 44 •POTENTIAL ROOM NIGHTS: 37,770 2017 TARGET GOALS: •LEADS GENERATED: +8% •GROUPS BOOKED: +8% •PLANNERS MET: +10% GROUPS / LEAD GENERATION GROUPS / 2017 TRAVEL & TRADESHOW DETAILS •CO – DENVER, COLORADO SPRINGS, CRESTED BUTTE •WEST – PHOENIX, SAN FRANCISCO, LAS VEGAS, DALLAS, HOUSTON, •N.E. – NAT’L HARBOR, NEW YORK, DC, PHILADELPHIA, BOSTON •M.W. – CHICAGO, ST. LOUIS, KANSAS CITY •S.E. - ATLANTA, FT. LAUDERDALE, TAMPA, PALM MEADOW (SC) •INT’L - TORONTO GROUPS / GEOGRAPHIC MARKET MIX 2014 2015 2016 Colorado 56% 60% 49% Southeast 14% 20% 17% Midwest 16% 3% 11% West 8% 6% 13% Northeast 6% 8% 7% International 0% 3% 3% GROUPS / VERTICAL MARKET MIX 2014 2015 2016 Medical 36% 33% 26% Corporate 28% 33% 26% SMERF 16% 15% 14% Association 20% 19% 34% GROUPS / CVENT •CVENT CITY STATISTICS: $550,000 FUND BALANCE FOR 2017 BUDGET 2017 BUDGET $3,750,000 / $1,290,000 34% $274,000 7% $226,500 6% $110,000 3% $58,000 2% $752,965 20% $115,000 3% $136,088 4% $185,000 5% $110,500 3% $366,947 10% $125,000 3% Destination Efforts Front Range International Branding Production Groups PR Research Photo/Video Web/Email/Social WHY $500,000 MORE FOR 2017 / •Keeps Vail in the leadership position and maintains our competitive edge among other mountain destinations •Increases our ability to be in market longer and during key timeframes •Allows us to reach more of our audience nationally, within destination markets and in the Front Range •Increases the momentum for reaching and exceeding annual and 5-year goals •Allows us to be proactive in our planning and executions vs. reactive •Still provides 32% in projected fund balance, while the directive is 25% WHERE THE INCREMENTAL DOLLARS ARE ALLOCATED & IMPACT / •Expands TV to become Addressable, eliminating much waste and specifically delivering commercials to personas. In addition, we can be among the first to market with new watermarking technologies and (if possible) provide better ROI analysis of performance •10,748,400 total impressions in the upper funnel via Addressable TV in Houston, Chicago and Denver •8,268,000 purchased by persona household with an average of 1.3 people with each household watching at any given time •1,700,000 incremental traditional media impressions in the upper funnel in the Front Range •By adding 30% more to the digital budget, we are able to focus on video and estimate 86% more clicks. WHERE THE INCREMENTAL DOLLARS ARE ALLOCATED & IMPACT / •VO for video pieces to be more impactful •Expand International efforts into Panama •Group market adjustments for two sales managers, increased CVENT advertising, event recruiting to bring four programs, slightly increase targeted digital advertising •PR increase for executing an influencer campaign •Increased online engagement with brand via social channels and support promoting Vail.com content. •Still photography aerial shoot to expand library CREATIVE PLATFORM, CACTUS NEXT STEPS / •Tactics: •Board Approval on Tactics – 2/16 •Board Approval on Direction of Creative Platform – 2/16 •Partners to share developed executions (to include video and photography plans) based on approved tactical plan and creative platform – 3/16 THANK YOU! UPCOMING MEETINGS: VLMDAC Meeting, March 16, 2017, 8:30 – 11:00AM, Antlers APPENDIX APPENDIX FY17 DIGITAL STRATEGY / FY 16 FY17 % Change Total Spend $547,360.00 $713,000.00 30% ecpm $10.00 $18 80% Total Impressions 60,882,469 32,299,707 -43% Total Video Impressions 5,215,157 16,888,889 224% Display Impressions 43,832,075 17,828,947 -59% National Impressions 14,154,224 17,828,947 26% Total Projected Clicks 100,366 188,500 86% 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 DIGILANT CATEGORY TARGETING LIST / Dynamic Families Sample Categories Super Boomers Sample Categories •Sports •Travel •Adventure Travel •Hiking & Camping •Running & Walking •Specialty Travel •Family •Family > Parenting •Children’s Activities •Kids and Teens •Travel •Specialty Travel •Mountain & Ski Resorts •Adventure Travel ALL PERSONAS TRADITIONAL MEDIA – IMPRESSIONS BY WEEK / 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 15-May22-May29-May5-Jun12-Jun19-Jun26-Jun3-Jul10-Jul17-Jul24-Jul31-Jul7-Aug14-Aug21-Aug28-Aug4-Sep11-SepDallas Houston Chicago Front Range