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VLMDAC June Meeting PresentationVAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL JUNE 15, 2017 AGENDA / •PR UPDATE, MYPR •CREATIVE EXECUTIONS, CACTUS •DIGITAL REPORT, CACTUS •SUMMER CONTENT & EMAIL UPDATE, VR •GROUP UPDATE, VVP •SUMMER INTERCEPT & WEB SURVEYS, VVP •VLMD JUNE 20 PRESENTATION, VLMDAC MEMBERS PR UPDATE In-Market Travel San Francisco •Suite at the Giants vs. Rockies Game and individual appointments •14 attendees/appointments •Sample Outlets – Smart Meetings, Hemispheres, American Way, San Francisco Magazine, New York Magazine, KGO Radio, Meetings West, Bay Area Parent, NG Traveler, Wall Street Journal, Runner’s World •MONTHLY TRIPS – SMALLER, MORE INTIMATE GATHERINGS •BOULDER DINNER •6 media •Sample Outlets – TravelAge West, HuffingtonPost.com, Delicious Living, American Way, BBC Radio, Washington Post, SKI, 5280, Travel & Leisure •DENVER DINNER •Overflow crowd! 15 attendees •Sample Outlets – Denver Food Guide, Denver Reign, Self, Mile High Living (KMGH), Westword, Colorado Parent, Colorado Meetings & Events, Women’s Adventure, ColoradoBiz •2 Influencers Front Range Media Outreach Photos – Front Range •DENVER POST •DELTA SKY •TRAVELCHANNEL.COM •WESTWORD •FOOD & WINE •TRAVELAGE WEST •COUNTRY LIVING •303 MAGAZINE •ELEVATION OUTDOORS •KUSA TV •MOUNTAIN LIVING •BOSTON GLOBE •DALLAS MORNING NEWS •NEWSDAY ONLINE •DENVER LIFE •SFGATE.COM (SF CHRONICLE) Media Coverage Highlights Observations, Opportunities, What’s Next •“What’s New” message is still No. 1 media request o Vail Stables Programming – Goat Yoga o Family Travel – Epic Discovery, value message •Media Trips/Visits o June 16-19 – Summer Sampler •Freelance writer for NY Daily News*, Essence, etc. •Freelance writer and Forbes* contributor •Editor of Trekaroo •Freelance writer for US News & World Report*, Upscale Magazine, Orbitz.com, etc. o June 21 – 25 – Mexican Press Trip o June 22-25 – Macaroni Kids o June 23 – Copa Airlines o Sept. 12-15 – Fall for Vail Influencer Program •Strategy o Tier 1 – Social Media Influencers (Dynamic Family & Active Professionals) o Tier 2 – Event Influencers o Tier 3 – Media w/Strong Social Presence o Tier 4 – Product Influencers •Plan in Action o Secure Visits – mutually agreed upon influencers. Focus on engagement vs. number of followers. o Define Influencer Deliverables - number of posts, web coverage, etc. o @VailMtn Engagement o At minimum, pre-promotion, blog post and re-posts o Other – takeovers and content development Influencer Program – Tier 1 •Dynamic Families o Priya Vin – Outside Suburbia (Dallas) – July 9-12 o Instagram 30.5K Followers o OutsideSuburbia.com o “Top 25 Instagram Travel Accounts” – SocialDraft.com •Meagan Wristen – MommyTravels – July 31-Aug. 3 o Instagram - @MommyTravels – 20.6K Followers o Twitter - @MeaganWristen – 51K Followers o MommyTravels.com o Military Mom on TravelingMom.com Influencer Program – Tier 1 •Active Professionals o Kellee Edwards – July 9-12 •LA TV Personality •Travel Channel show debuting in June •@Kelleesetgo – 12.9K •KelleeSetGo.com o Kate McCulley – Dates TBD •@adventurouskate – 99.1K •AdventurousKate.com Influencer Program – Tier 2 o GoPro Mountain Games (Active Professionals) -@Kuma_TheHuskyBear – 40.3K Followers -@Kodiak_TheBearDog – 24.8K Followers o Vail Craft Beer Classic (Active Professionals) -Miguel Rivas - @TheBeerTrekker – 16.8K Followers o BRAVO! Vail (Super Boomers) -TBD - awaiting suggestions from BRAVO! o Vail Dance Festival (Super Boomers) -Multiple ideas. Follow up meeting to discuss engaging appropriate influencers. o Kids Adventure Race (Dynamic Families) -Getting creative! Kids, families, sponsors. o Outlier Offroad Festival (Active Professionals) -Mike McCormack speaking to sponsors about talent/influencers Influencer Program – Tier 2 Influencer Program – Tier 2 Influencer Program – Tier 2 Influencer Program – Tier 2 Observations, Learnings, What’s Next o Measurement – engagement, shares, etc. o Paid vs. Unpaid Influencers -Range of fees -Booking agents -Pet/Animal rep agencies -To date, only paying for two influencers (Active Professionals) -Targets in active professionals more likely to charge. Families happy for a complimentary vacation. o Hosting – find their own experience vs. hand holding o More high maintenance o Budget What’s Next o Finalize dates and travel for @adventurouskate o Work with event producers to lock in final influencers, make all visit arrangements CREATIVE EXECUTIONS AIR MARKETING OOH DIGITAL REPORT DYNAMIC FAMILIES / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 5.1MM IMPRESSIONS DYNAMIC FAMILIES / DISPLAY CREATIVE PERFORMANCE DYNAMIC FAMILIES / VIDEO COMPLETION RATE BY DEVICE DYNAMIC FAMILIES / SOCIAL PLATFORM DELIVERY DYNAMIC FAMILIES / PAID SOCIAL DELIVERY SUPER BOOMERS / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 7.7MM IMPRESSIONS SUPER BOOMERS / DISPLAY CREATIVE PERFORMANCE SUPER BOOMERS / VCR BY DEVICE SUPER BOOMERS / PAID SOCIAL DELIVERY ACTIVE PROFESSIONALS / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 1MM IMPRESSIONS ACTIVE PROFESSIONALS / VCR BY DEVICE ACTIVE PROFESSIONALS / SOCIAL PLATFORM DELIVERY ACTIVE PROFESSIONALS / SOCIAL DELIVERY NATIONAL AUDIENCE / SOCIAL DELIVERY •IMPRESSIONS DELIVERED: 4.1MM IMPRESSIONS PAID SEARCH / DELIVERY OVERVIEW •IMPRESSIONS DELIVERED: 4.1MM IMPRESSIONS SUMMER CONTENT & EMAIL UPDATE VAIL MOUNTAIN CONTENT •CONTENT HIGHLIGHTS MAY 15 – JUNE 15 –Spring to Summer Transition –Epic Discovery Hype & Launch Coverage –GoPro Mountain Games Coverage VAIL MOUNTAIN CONTENT •CONTENT COMING UP: –Craft Beer Classic, Vail’s Farmers’ Market & Art Show Summer Music Coverage, Fly Fishing, –Young & Independents Video Capture •Camping, Craft Beer, Village Activities EMAIL MARKETING •MAY 30 EMAIL PERFORMANCE –Family: CTR: .24% Open Rate: 17.93% Unsubscribe: .52% –Non Family: CTR: .35% Open Rate: 15.93% Unsubscribe: .02% EMAIL MARKETING •COMING UP NEXT: –June 27 Email Send –Families and Non Families: Active Professional Video Content, Epic Discovery, Free Activities, Events –Graphic Design Support GROUP UPDATE GROUP SALES Notes of Interest •Incentive market is strong again – attended two incentive tradeshows – sponsored at the SITE Americas in Vail in April – brought 38 incentive planners •Only Colorado CVB at Cvent CONNECT – expecting 2,000+ planners •PBR Youth Baseball team returning in 2017 with 60% more teams •Trends show we’re still in seller’s market. Compression in Denver translates for more group business for mountains. •Successful client events in Phoenix, Houston, NYC, Denver, Vail & Boulder – increase in new planner relationships – driving new potential group business •Hosted MPI on the Road in Vail (mini FAM) •Arthrex did not renew their lease – leaving Vail •Large groups booked for 2018 – Precious Metals 652 RNs – CO Tourism Governors 800 RNs •Despite Vail Cascade closing, able to still secure FBLA in 2017 •CO Municipal League has outgrown Vail and will not be returning after 2018 •Medical industry continues to be compliance driven – now using 3rd parties •Tina awarded “Up & Coming Supplier of the Year” GROUP SALES Year to Date Recap VVP exhibited at 13 meeting industry tradeshows: 1,353 meeting planner attendees 406 one on one sales appointments VVP hosted 8 site and FAM tours to drive group business to Vail: 4,908 potential room nights VVP hosted 4 client events: 76 meeting planner attendees GROUP SALES Key Metrics YTD YTD leads generated: 77 Groups booked YTD: 24 Leads in system: 43 Room Nights on-the-books: +4% Room nights in system: 35,538 Future Pipeline: flat GROUP SALES Group vs Leisure Occupancy (winter) GROUP SALES Group vs Leisure Occupancy (summer) GROUP SALES CVENT GROUP SALES CVENT Banner Ad GROUP SALES IPW – formerly International Pow Wow (May 19-23, 2018) Benefits of hosting IPW: •Previous host cities have seen an increase of over 700,000 international visitors and $1.7 billion in international tourism revenue within three years of hosting IPW. •IPW is the U.S. travel industry's premier international marketplace and the largest generator of travel to the U.S. •IPW exposes host cities to more than 5,000 tourism delegates including 1,000 U.S. travel organizations and nearly 1,300 international and domestic buyers from more than 70 countries. •Nearly 600 journalists from across the globe attend IPW each year generating invaluable domestic and international media coverage for the host city. •IPW generates new international tourism demand for host cities that could potentially help to stimulate demand for new non-stop international flights from key markets. •The global brand exposure generated by IPW would be the equivalent of paying for tourism advertising in more than 70 countries. GROUP SALES IPW – formerly International Pow Wow SUMMER INTERCEPT & WEB SURVEYS 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 (see packet) 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.) The majority of surveys conducted this summer be completed using this technique and are targeting a sample of approximately 1,500 intercept interviews to be 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 Discussion & Questions VAIL LOCAL MARKETING DISTRICT PRESENTATION JUNE 20, 2017 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 2016 RESULTS & 2017 GOALS 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% 11% of Mix 55% in 2015 5% of mix 60% of Mix 11% of Mix •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 2017 STRATEGIES •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 •Leverage and integrate with Colorado Tourism efforts in key Destination Markets 2017 STRATEGIES 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 NEW APPROACH / •SHIFTED STRATEGIC 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. •ALIGNS WITH VAIL MARKETING WINTER STRATEGIC APPROACH TARGET AUDIENCES / 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 / CAMPAIGN CONCEPT STATEMENT/ To those who aspire for the outdoor lifestyle—the wonderers, the wanderers, the day-dreamers, the escape artists. The ones who belong in nature, and prefer a real life connection to a digital one. The ones who crave world-class dining and shopping around every corner. These are the people who belong in Vail. FOR THOSE WHO… BRAND VIDEOS :30 DYNAMIC FAMILY BRAND VIDEO :15 DYNAMIC FAMILY BRAND VIDEO :30 SUPER BOOMER BRAND VIDEO :15 SUPER BOOMER BRAND VIDEO :15 ACTIVE PROFESSIONAL BRAND VIDEO DIGITAL – DYNAMIC FAMILIES / DIGITAL – SUPER BOOMERS / DISPLAY BANNERS – DYNAMIC FAMILIES DISPLAY BANNERS – SUPER BOOMERS PRINT – DYNAMIC FAMILIES / PRINT – ACTIVE PROFESSIONALS / PRINT – SUPER BOOMERS / OUT OF HOME FRONT RANGE BILLBOARD – BRAND QUESTIONS & THANK YOU THANK YOU!! NEXT MEETINGS: VLMD MEETING, JUNE 20, APPROX. 1:00PM, COUNCIL CHAMBERS VLMDAC MEETING, JULY 20, 2017, 8:30 – 11:30 AM, ANTLERS LODGE