HomeMy WebLinkAbout00. VLMDAC March Meeting PresentationVAIL LOCAL MARKETING DISTRICT
MEETING
MARCH 16, 2017
AGENDA /
•ECO TRANSIT UPDATE, CHRIS LUBBUERS
•CREATIVE EXECUTIONS, CACTUS
•SUMMER LODGING OFFERS, SITE
•CVENT DEEP DIVE & ROI, VVP
•RESEARCH PROPOSAL, VVP
•CHICAGO TRIP UPDATE, MYPR
•VRD & WALKING MOUNTIANS PROGRAMMING
•INTERNTATIONAL PLAN, VAIL RESORTS
ECO TRANSIT UPDATE, CHRIS LUBBERS
CHRIS LUBBERS
EAGLE COUNTY
DIRECTOR, TRANSIT AND FLEET
Transit Update
Bio
Began as Director of Transit and Trails September 2015
Became Director of Transit and Fleet this month
Previously 18 years in the resort industry
Beaver Creek
Grew Transit Service 300%
Welcome the change to public service
Share my customer-centric mindset
Live in Eagle
2 daughters 15 and 16 attending Eagle Valley High School
Bachelor’s Degree in Business Administration
Emphasis on Management
Master’s Degree in Business Administration
Emphasis on Finance
Next challenge, MPA
The State of ECO Transit, Trails and Fleet
Recent Legislation
HB1067 Extended sunset for mill levies imposed by RTAs,
Passed House and Senate
The State of ECO Transit, Trails and Fleet
Financial
Sales tax .5%
Back to 2007 levels
Annual Revenue approximately $9.2M
Income
Fare boxes
Grants from FTA/CDOT
Operating surpluses of $500K to $600K
Reserves currently $2M
The State of ECO Transit, Trails and Fleet
Trail Connectivity
1st on Governor's ‘Colorado 16’ most important trail sections
Won $2M from GOCO
Currently building $7M trail between Eagle and Wolcott
The State of ECO Transit, Trails and Fleet
Fleet Operations
County’s fleet of cars, trucks, buses and equipment
Process improvement focused on the customer
Seeking alternative fuels
Electrification
The State of ECO Transit, Trails and Fleet
Mass Transit
Operating from 3 different facilities
Service seems to be hitting the areas that need it most
Route timing and frequency seem to be meeting the demand for
service
We have not performed a Rider and Community Survey in many
years
Consultant was here in 2011
Resulted in a spine/circulator concept which later failed
Advisory board consisting of 8 members
Comprehensive Transit Study
Transportation Development Plan (TDP)
12 – 14 month span, Began February 2017, Final report mid 2018
Nelson\Nygaard, Boston MA, $150K
Stakeholder involvement and surveying
Stakeholder interviews
Advisory committee
Presentations to County Commissioners and City Councils
Project web site
Passenger survey
Service analysis
Review Prior Studies
Evaluate Existing Systems
Examine each route and service
How well it serves its intended markets
How well it works within other systems
Alignment and service patterns
Fare structure
Ridership characteristics
Productivity and On-time performance
How well services complement each other
Comprehensive Transit Study
Potential improvements
Capital and Operating Needs
Marketing Plan
Trail Report
Market Analysis
Service gaps
Underserved populations
Population and Employment Densities
Where people live and where they work
Demographics
Major Activity Centers
Travel Patterns
Comprehensive Transit Study
Deliverables
Working paper
State of the system report
Potential service improvements
New services
Route realignments
Changes to service frequencies
Changes to service levels by season
New express or ultra-express routes
Reduction of service duplication/redundancy
Comprehensive Transit Study
Ride sharing technologies
Stop consolidation
Changes to flag stop policy
Integration/connectivity with other transit providers
Connectivity with other modes
Changes to fare structure
Technology upgrades
Capital plan
Financial plan
Funding strategies
CREATIVE EXECUTIONS, CACTUS
SUMMER LODGING OFFERS, SITE
SUMMER LODGING OFFERS BY AUDIENCE /
Dynamic Family Active Professional Super Boomer
Book By Book By Book By
Best Available/30% off all
summer Best Available/30% off all summer
Best Available/30% off all
summer
Epic Discovery Epic Discovery Mid Week
Mid Week Fall
Fall
SUMMER LODGING OFFERS & TIMING /
April May JUNE JULY AUGUST SEPTEMBER OCTOBER
Destination
Summer Lodging Special - Save up to
30% TV/Digital
Summer Lodging Special - Early
Bookings Means Big Savings in Vail TV/Digital
Midweek Break - Get the Best Available
Rates on Lodging in Vail TV/Digital
Dallas/Houston Air Messages TV/Digital
Epic Discovery Package (Lodging
w/Activity Pass) Digital
Fall In Love With Vail - Get the Best
Available Rates on Lodging. Digital
Front Range
Summer Lodging Special - Save up to
30%
TV/Digital/
Print
Midweek Getaway - Get the Best
Available Rates on Lodging in Vail TV/Digital
Summer Lodging Special - Early
Bookings Means Big Savings in Vail TV/Digital
Epic Discovery Package (Lodging
w/Activity Pass) Digital
Fall In Love With Vail - Get the Best
Available Rates on Lodging. TV/Digital
CVENT DEEP DIVE & ROI, VVP
CVENT /
Current Placements
CVENT /
Vail site advertising
CVENT /
Park City Utah advertising
CVENT /
Request Quote Button
CVENT /
CVB Copy Button
CVENT /
VVP Performance
CVENT /
Vail Overall Performance: $2,913,150
CVENT /
Total investment: $10,641
CVENT /
New opportunities: 2017 investment = $20,729
CVENT /
Video Retargeting
CVENT /
Video Retargeting
CVENT /
Video Retargeting
CVENT /
Video Retargeting
CVENT /
Video Retargeting
CVENT /
Video Retargeting
RESEARCH PROPOSAL, VVP
RESEARCH UPDATE /
•Intercept Study (short study – in person)
•Follow up Survey (web based)
Summer research efforts with RRC Associates
RESEARCH UPDATE /
Intercept Study:
•A Short Survey will be developed (up to a maximum of six questions
anticipated) and conclude with a request for an email in order to contact the
individual with a more in-depth follow-up survey. (Note that these surveys will
not be administered to local residents. However, a down-valley resident in Vail
for a visit would be included in the surveying, similar to the methods used in the
past.)
•RRC would then design and host the Follow-up Survey and would tie the
responses from the intercept to the follow-up response.
•We are proposing that the majority of surveys conducted this summer be
completed using this technique and have suggested a sample of approximately
1,500 intercept interviews to be somewhat consistent with past studies.
RESEARCH UPDATE /
Web follow up survey:
•The Web Follow-up Survey will be designed to probe in depth a number of
different topics.
•It will include strong incentives to encourage response.
•We suggest that two drawing for prizes of substantial value be conducted
on or about August 10 and a second at the conclusion of the surveying in
October.
•RRC has found that this “two drawing” technique can significantly improve
overall response rates.
RESEARCH UPDATE /
Scope:
RRC will conduct:
Training and supervision of interviewers
Survey locations to be finalized but they are expected to include:
•Vail Village
•Lionshead
Note, the surveys will not be conducted on Vail Mountain.
Short form incentives provided by VLMD; we suggest something such as lip
balm, grocery bags, etc. that have value to each participant – ideas to be
discussed. The budget does include the costs of two major prize drawings at
a value of $500 apiece.
RESEARCH UPDATE /
Scope:
Final Written Report and Presentation:
•RRC’s work will include a Power Point presentation of Key Findings, as well as
more detailed data including selected crosstabs, and appropriate exploration of
data through charts and tables on topics that are of strategic or policy interest.
Our standard reporting deliverables would include up to five (5) colored copies
of the Power Point presentation, as well as an electronic PDF copy. Additional
hard copies are billed at cost.
•Presentation of results will be held in Vail at the conclusion of the study.
•Periodic updates on findings (data reports) and a mid-season data overview will
be provided on a schedule to be determined.
RESEARCH UPDATE /
•Design the digital survey with assistance from local representatives for
distribution by lodging properties. The survey would include an invitation
message, a series of questions and an incentive offer with an appropriate sign-
up page.
•Work with VVP staff to communicate the program to lodge properties and
provide reassurance about confidentiality of lists and results, and an
understanding of the anticipated content of reports.
•Compile survey results and present results to properties on an agreed-upon
schedule.
Lodging follow up study:
RESEARCH UPDATE /
We anticipate that the e-mailed survey will be brief, designed to obtain important
but limited information. Ideally, it might include an electronic cover letter from a Vail
official designed to encourage participation. It would also contain one “open-
ended” question. The content of the question will be designed with input from
VLMDAC. The questionnaire will be designed to gather a variety of information
regarding:
•level of satisfaction with multiple aspects of lodging including satisfaction
with service and facilities, cost in relation to value, and community
attributes, including key strengths and weaknesses of the town;
•expenditures during the visit;
•likelihood of return to the property and to recommend the property;
•an open-ended question to obtain constructive suggestions for
improvements in the Vail experience, and visitor demographics.
Lodging follow up study:
RESEARCH UPDATE /
Proposed cost:
CHICAGO TRIP UPDATE, MYPR
CHICAGO MEDIA MISSION /
•CHICAGO BLACKHAWKS GAME
•12 ATTENDEES
•PARTNERSHIP WITH VAIL RESORTS & UNITED
Month Date, Year
45
CHICAGO MEDIA MISSION /
Month Date, Year
PR UPDATE /
IN-MARKET TRAVEL UPDATE
•SATW UPDATE
•BAY AREA MEDIA TOUR
•DENVER INDIVIDUAL/SMALL GROUP MEETINGS
SUMMER PRESS TRIPS
•CONFIRMED MACARONI KIDS TOP MARKET PRODUCERS
•JUNE PRESS TRIP WITH HOTEL TALISA
•SEPTEMBER PRESS TRIP DETAILS TBD
Month Date, Year
47
VRD & WALKING MOUNTAINS
PROGRAMMING
VAIL REC DISTRICT SUMMER /
Brief Overview of VRD Summer Programming
•Day Camps
•Sports Camps
•Races – Trail Running*, Mountain Biking, Whitewater
•Tournaments
•Leagues
•Open Gyms
•Indicates known promotion on Vail.com
currently or in past
VAIL REC DISTRICT SUMMER /
VRD Summer Facilities •Vail Golf Club* •Vail Tennis Center •Dobson Ice Arena* •Vail Gymnastics Center •Community Programming •Imagination Station* •Golden Peak Pickle ball •Zeke M. Pierce Skatepark* •Ford Park Fields/Vail Athletic Fields •Vail Nature Center * Indicates known promotion on Vail.com currently or in past
WALKING MOUNTAINS SUMMER /
Overview of Walking Mountains Science Center Programs, Locations, Reach:
•We serve over 90,000 people a year (31,000 visit our locations in Vail)
•Specific to Vail Summer:
•Hiking*
•Zero Waste Events
•Epic Discovery
•Private tours for Epic Promise
•Roaming Forest Ranger
•Nature Discovery Center*
•Vail Nature Center*
* Indicates known promotion on Vail.com currently
or in past
WALKING MOUNTAINS SUMMER /
Partnerships
•The Nature Discovery Center (atop Lionshead
gondola) is operated through a cost share
agreement with Vail Resorts and USFS
•The Vail Nature Center (across Gore Creek from
Ford Amphitheater) is operated through a
partnership with Town of Vail and VRD
•Partner promotion of our free and paid programs
that enhance the guest experience are vital to
success
Sustainability
•Climate Action Plan for the Eagle County
Community
•Town of Vail Sustainable Destination Certification
INTERNATIONAL PLAN, VR
VAIL VERANO 2017/
Panama Sales Mission January 22-30 / May Dates TBD
•Press & Media Interviews and Event / Sales Calls Trainings and Travel Agent
Event / Direct Consumer Weekend BuenAventura, Golf Tournament, BBQ,
RockBand and Presentations
•Panama & Colombia Sales Mission – May 21-30 – Direct Consumer, Travel
Agent, Press and Media – COPA Airlines – working on Direct Flight
•Summer Group Quoted through Margo Tours – 250 Clients– July 15-30
Mexico –April 24th – May 7th
•Cancun, Irapuato, Leon, Guadalajara, Monterrey (?) Mexico City
•NEW – Cancun – Events with Porsche and Moet Champagne – Direct
Consumer, Press and Media and Travel Agent
•Marketing Campaign in Cancun Movie Theaters, Top Magazines
FAM TOURS –
•Press & Media FAM – Kristin Yantis – June 22-26
•JVW 3 FAMS – June 22-26 – Mexico July 1-6 – Brazil / Sept, 14-18
Thank you!
Next Meetings:
VLMDAC Meeting, April 20, 2017, 8:30 – 11:30AM, Grand View Room
Event Promoter Brand Summit, April 20, 2017, 12:30 – 1:30PM, Grand View Room
** Note different location for the April meetings
APPENDIX
MEXICO VAIL SUMMER 2017
PROPOSAL
MEXICO VAIL VERANO 2017 PR SCOPE OF WORK
May through September 2017
MEXICO VAIL VERANO 2017 MISION
May 4-7 2017
* Dance Fest High End Families Cultural Events: May 16 2017 - Syl to Operate
* Press Gourmet Cruiser Tour and event: May 5th 2017
* Influencers Gourmet Cruiser Tour and Concert covered by top media: May 6 2017
* Branding through prizes in:
a) Ascenso Cortes
b) Golf Tournament
FAMS
*Influencers FAM - Jenny
*Press & Media Fam – Kristin Yantis
*Surgiste attendees for
MEXICO VAIL VERANO 2017 SUGGESTED PRESS BUY
Media Mix: Print, Digital, Billboards. Active from May until July.
MEXICO VAIL VERANO 2017 SUGGESTED SELL PACKAGES – Through Wholesalers
1. GOLF
2. DANCE FEST
MEXICO VAIL VERANO 2017 PR SCOPE OF WORK
May through September 2017
For the 20K retainer fee SR/PR will deliver:
A comprehensive multimedia Communications Strategy for Vail Verano 2017 in Mexico.
The plan will include an overall strategy for the market, including:
Public Relations and communications activities.
Press and media targeted coverage and articles featuring the different range of activities during summer plus good prices versus other
seasons..
In market events and promotions.
Newsletter
Media buy recommendations based on market knowledge including: print, digital, radio and social media.
Serve as the Mexico-based press and marketing office for Vail Verano (Town of Vail).
Promoting special designed sell packages.
Invite proper profiles and attend requested FAMS for Vail Verano including Press and Media / Influencers.
Issue – and translate/write – select, appropriate news releases, pitches and ad hoc marketing/advertising to the Mexican market on
behalf of Vail Verano throughout the term of May through Sept, starting in advance in order to have articles out in media that prints in
advance at the right timing.
Actively pitch stories on behalf of Town of Vail about Vail Verano.
Provide Town of Vail with ongoing market intelligence, to include travel trends, competitive activity in market, financial/political Intel,
on a regular basis.
Explore broadcast opportunities in Mexico, as well as use of video and images from resorts, for events.
Identify and help execute special promotions and publicity opportunities with leading influencers, luxury brands and media.
Deliver Reports on all actions executed and results.
VAIL VERANO CRUISERS BIKE GOURMET TOUR /PRESS & MEDIA
May 6th 2017
We suggest highlighting one of the Vail Verano activities that have
been best rated when doing press or influencers fams.
A cruiser bike restaurant tour where we can talk of a different Vail
Verano experiences and news at each stop (3 max).
We will have an alternative bike bus for reporters that don´t feel
like cycling.
We will choose settings that resemble the Vail Verano experience.
Bikes will be Vail branded.
We will be giving out relevant information throughout the tour
and they will know there will be questions at the last stop in order
to win prizes, this will double perk their attention.
We will create special hashtags per stop speaking of the different
angles in resort: #VailVeranoSports #VailVeranoGourmet
#VailVeranoArt etc.. It is like a rally.
VAIL VERANO CRUISERS BIKE GOURMET TOUR /BRUNCH & CONCERT
May 6th 2017
This event will host a 30 people VIP group
on a gourmet VAIL VERANO branded
cruiser bike tour with “Rock n´ruedas”
company that will end up at a mexican
landmark in Condesa neighborhood where
the rest of the influencers and potential
new Vail Summer clients will have a
brunch and concert.
The bike tour will have predesigned stops
where Vail verano info will be shared and
a trivia will be held at the end, the winner
receives one of our prizes. The vip group
will join the rest of the Vail Verano
influnecers and potential clients gourmet
brunch. This event will hold 170 people.
This is the venue and inspiration of the
event:
https://www.youtube.com/watch?v=NM
SaOyqQqkY
All bikes will be Vail Verano branded.
As giveaway for both events we will give
out a small tree in a very eco friendly
flower pot in
Sync with Vail Verano
And Epic Discovery´s
commitment with
Nature Conservancy.
We suggest profiting on what we built last year
with the high end Mexican families that
participate in DanceFest.
Continuing the communication and familiarty
generated last year in a more contundent way,
driving this very natural market to visit Vail during
the summer.
At least 80% of this families ski every year, they
are fond of the resort and appreciate cultural
activities.
It is a natural market for Vail Verano.
We suggest sponsoring Dance Fest this year with:
Vail Verano branding on all their series of events and
communication: Convocatory, Invitation, Social Media,
Posters, Press Coneference, Master Classes, Press
Coverage and during the Festival.
Have one of 2017 Vail International Dance Festival
Dancers / Choreographers be one of the main
choreographers for Dance Fest.
Present a Vail Summer video at the begining of the
Festival.
Have the VIDF choreographers design a choreography
with all participants entitled Vail Summer and do the
dance with Vail Verano logo and video behind.
We will have big format wide screen during the event
with VIDF videos and Vail summer activities videos on a
loop and within the Vail Verano VIP Hospitality Lounge.
Send our sales package to all Dance Fest database. 500
TOP Mexican families, 2000 people attend the event.
FAMS
PRESS:
I suggest a mix within: lifestyle/luxury, travel and sports media.
How many people on this FAM?
I suggest doing it as early as posible to profit on their early summer arrticles, word of mouth and communication.
Something around: June 7 until the 11th.
INFLUENCERS:
We can mix our influencer FAM along with your JVW Fam tour.
I suggest bringing over one media outlet during VIDF to cover all aspects and the mexican crowd we will have with the trips
package sell. Same thing for the Golf package.
SELL PACKAGES
GOLF:
July 22-31
Package should include:
Lodging
2 or 3 green fees in at least two different courses
A golf clinic with a golf pro would pick up very well for mexicans.
Epic Discovery Day Pass (for number of family members)
breakfast
I suggest promoting this package through flyers within Country Clubs or adds in their magazines, golf ranges and golf stores in Mexico. Online adds. Facebook adds.
Men´s magazines or their online version such as: GQ, Men´s Health, Life & Style.
Newsletter to our top data base of sports men as well as Mexico´s National Golf Federation database / web. Through a prize on top tournaments in Mexico in April and May.
Of course thorugh wholesalers.
DANCE FEST:
July 29 – Aug. 12
Package should include:
Lodging
with breakfast (if not in a condo)
A dance clinic
or master class
VIDF passport. With a meet & greet a specific choreographer.
Epic Discovery day pass
I suggest promoting this package through Dance Fest web page, DanceFest social media, through flyers in top mexican dance studios that participate in Dance Fest ( 15
studios, more than 2000 families), through newspaper travel & arts/entertainment sections, adds in theater & ballet programs, culture and entertainment magazines.
I also suggest doing some sort of joined venture with Cosmo Educación and the other top education travel agencies in mexico to promote Vail Verano families travelling there
by promoting kids camps on time, a lodging/ kids camp package would also work.
PAID MEDIA
Based on our knowledge of the mexican market and the mexican media we suggest appealing media sections speaking to: families,
family recreation, outdoors, adventure, sports, culture and entertainment, travel and camps.
Press:
Reforma Newspaper Social Suplement CLUB,
El Universal, Excelsior and Reforma Travel Sections.
Magazines:
Nat Geo, Donde Ir?, (Where to?), Quien, CARAS, Travel & Leisure, Travesias
Digital
Digital campaign with Editorial expansión.
Social Media:
Facebook adds
Billboards:
Within the top 3 universities in Mexico: IBERO, ANAHUAC, TEC.
At the Mexico-Valle de Bravo highway
Shopping malls.
Mupis
TIMING:
MARKETING / PR & PRESS MEXICO MISION 2017
May 4-7 – Thursday – Sunday are enough days.
Dancefest we would do on your behalf (1 week later)
FAMS
PRESS &MEDIA As early as possible.
Influencers can be along JVW Fam Tour I would need 12 spaces if possible including two media people.
PAYED ADD PLAN:
May / June / July
BUDGETS
*Budget requested for all events ( Dance fest + Media Gourmet Bike tour + Influencers Gourmet Bike Tour for vip´s and
Influnenecr´s concert & brunch $ 50K
Paid Media
Budget requested for paid media is $45K minimum, we spent $30K last year.