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VLMDAC July Meeting PresentationVAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL MEETING JULY 20, 2017 AGENDA / •SHORT TERM RENTAL UPDATE, JOHANNAH RICHARDS •PR UPDATE, MYPR •CREATIVE EXECUTIONS, CACTUS •DIGITAL REPORT, CACTUS •SUMMER CONTENT & EMAIL, VR •VLMDAC ASPEN TRIP, TOV SHORT TERM RENTAL UPDATE 4 Short Term Rentals Update Town of Vail | Finance | 7/20/2017 •The town’s ordinance that went into effect January 2016 has added just over 310 individual owner licenses to short term rent their units; They are also required to pay lodging tax •This does not include an additional 620 units represented by property management companies •This winter, the town partnered with Destimetrics to gather valuable data regarding the available inventory of units being rented. 5 Peer Resort Comparison Town of Vail | Finance | 7/20/2017 6 Peer Resort Comparison Town of Vail | Finance | 7/20/2017 7 Gathering public input on: Town of Vail | Finance | 7/20/2017 Licensing | Enforcement | Taxes Life Safety Quality of Life / Community Vail Quality Standards / Fair Competition Benefits of Short Term Housing 8 Short Term Rental Update Town of Vail | Finance | 7/20/2017 Thank You! Questions? PR UPDATE QUARTERLY COMP SET REVIEW / •Comp Set -Aspen -Breckenridge -Park City -Steamboat •Focus on Qualitative vs. Quantity •Coverage Highlights •ASPEN –447 •BRECKENRIDGE –302 •PARK CITY –130 •STEAMBOAT –66 •VAIL -764 Q2 COMP SET COVERAGE / YTD NUMBERS •ASPEN –Increased Food & Wine coverage. –“Ride the Pass” returns. –Forest Service approvals for summer activities in Snowmass. –Overuse in Conundrum Hot Springs area. –Multiple wire releases. •BRECKENRIDGE –Epic Discovery –Summer beer festival –New Colorado bike tour. •PARK CITY –Deer Valley Music Festival and “cheap” summer places to travel –More local/regional coverage vs. national. QUALITATIVE MESSAGES / •STEAMBOAT –Fall colors –Whitewater rafting. •VAIL –Coverage of the GoPro Mountain Games and BRAVO’s 30th anniversary contributed to a bulk of the coverage. –Epic Discovery continues to be a newsworthy topic this season. –Several hotel and event partners distributed information on the wire. –Goat yoga QUALITATIVE MESSAGES / MEDIA COVERAGE HIGHLIGHTS / MEDIA COVERAGE HIGHLIGHTS / April 2017 Issue INFLUENCER PROGRAM / DYNAMIC FAMILY INFLUENCER PROGRAM / ACTIVE PROFESSIONAL INFLUENCER PROGRAM / BY THE NUMBERS Statistics Through July 12 Visits •Static Impressions: 247.2K •Engagement: 9K •Story Views: 325K •Follower Increases: Kuma & Kodi (148) •HEADLINE –Stories are killing it! Likely closer to 700K impressions. INFLUENCER PROGRAM / BY THE NUMBERS •Event Influencer –audience appeal to active professionals •No. of Static Posts: 11 •No. of Stories Posts: 8 •Total Impressions: 24,690 •Engagement: 1,129 •Follower Increase: 400 •BONUS –Provided selection of event images! (checking usage rights) UPCOMING INFLUENCERS / Dynamic Family Active Professional Expanded engagement UPCOMING INFLUENCERS / Event Influencer Event/Dynamic Family Event/Active Professional MEXICO PR UPDATE / MEXICO PR UPDATE / MEXICO PR UPDATE / PRESS TRIP MEXICO PR UPDATE / PRESS TRIP MEXICO PR UPDATE / PRESS TRIP MEXICO PR UPDATE / PRESS TRIP MEXICO PR UPDATE / CREATIVE EXECUTIONS CREATIVE –EVENT VIDEO DIGITAL REPORT DYNAMIC FAMILIES / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 9.2MM IMPRESSIONS DYNAMIC FAMILIES / DISPLAY CREATIVE PERFORMANCE DYNAMIC FAMILIES / VIDEO COMPLETION RATE BY DEVICE *Industry standard benchmark for pre-roll VCR is 68%. DYNAMIC FAMILIES / SOCIAL PLATFORM DELIVERY DYNAMIC FAMILIES / PAID SOCIAL DELIVERY SUPER BOOMERS / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 9.3MM IMPRESSIONS SUPER BOOMERS / DISPLAY CREATIVE PERFORMANCE SUPER BOOMERS / VCR BY DEVICE *Industry standard benchmark for pre-roll VCR is 68%. SUPER BOOMERS / PAID SOCIAL DELIVERY ACTIVE PROFESSIONALS / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 2.6MM IMPRESSIONS ACTIVE PROFESSIONALS / VCR BY DEVICE *Industry standard benchmark for pre-roll VCR is 68%. ACTIVE PROFESSIONALS / SOCIAL PLATFORM DELIVERY ACTIVE PROFESSIONALS / SOCIAL DELIVERY NATIONAL AUDIENCE / SOCIAL DELIVERY •IMPRESSIONS DELIVERED: 4.1MM IMPRESSIONS PAID SEARCH / DELIVERY OVERVIEW •IMPRESSIONS DELIVERED: 448K IMPRESSIONS CONTENT & EMAIL UPDATE VAIL MOUNTAIN CONTENT / •CONTENT HIGHLIGHTS JUNE 15 –JULY 15 –Epic Discovery/MTB trail/Vail Craft Beer Classic call out. –Grand Traverse MTB trail opening announcement. –Vail America Days Parade coverage. VAIL MOUNTAIN CONTENT / •SOCIAL MEDIA INFLUENCER PROGRAM –In collaboration w/ Malen-Yantis PR we will be bringing in several social media influencers throughout the summer. •Travel bloggers •Content authorities (family, cultural, and event subject matters) –Influencer lineup intended to reach specific audience segments –Will bring awareness to a potentially new audience of 340K through the authors own independent social following. VAIL MOUNTAIN CONTENT / •CONTENT COMING UP –Young & Independents/Active Professionals Video Capture •Camping & SUP at Homestake Reservoir –Jazz Fest promo piece –Village activity POV Video edit •A days experience in Vail Village VAIL MOUNTAIN CONTENT / •YOY FACEBOOK METRICS: –June –July 2016 •3.3 million content views •98.7k engagements •984 new page likes –June –July 2017 •5 million content views (+51%) •169k engagements (+71%) •1769 new page likes (+79%) EMAIL MARKETING / •JUNE 27 EMAIL PERFORMANCE –Family: •CTR: 0.062% •Unsubscribe: 0.0% •All revenue from derived from Family segment ($4.3k) –Non-Family: •CTR: 0.154% •Unsubscribe: 0.01% EMAIL MARKETING / •COMING UP NEXT: –July 24 Email Send •Summer Events •Lodging book by campaign (winter) –August 16 Email Send •Late Summer experiences (activity & events) •Dreaming & Planning for upcoming winter DIGITAL EXPERIENCE / •VAIL.COM RESPONSIVE UPDATE: –Lodging release planned for launch 8/1 VLMDAC MEMBERS VISIT TO ASPEN VLMDAC ASPEN VISIT / ITINERARY Date Day Time Itinerary Location Address 8/21/2017 Monday 8:00am CME Departs to Aspen Town of Vail Municipal parking lot 75 S. Frontage Road 8/21/2017 Monday 10:00am Arrive in Aspen Limelight Hotel 355 S Monarch St, Aspen, CO 81611 8/21/2017 Monday 10:00am - 12:00pm VLMDAC Mtg Limelight Hotel 355 S Monarch St, Aspen, CO 81611 8/21/2017 Monday 12:00-2:00pm Lunch with Pete Hayda, Aspen Ski Co.Little Nell 675 East Durant Avenue, Aspen, CO 81611 8/21/2017 Monday 2:00 –3:30 Meet with Bill Tomcich, Stay Aspen Snowmass TBD 8/21/2017 Monday 3:30 –5:00 TBD -Aspen Institute TBD 8/21/2017 Monday 5:00-6:30pm Break 8/21/2017 Monday 6:30pm Dinner L’Hostoria Restaurant 620 E Hyman Ave, Aspen, CO 81611 8/22/2017 Tuesday 8:00-9:00am Breakfast Limelight 355 S Monarch St, Aspen, CO 81611 8/22/2017 Tuesday 9:00am- 10:30am Meet with City of Aspen, Don Taylor Finance Director and other staff City of Aspen corner of Galena & Hopkins 130 S. Galena St. Aspen, CO 81611 8/22/2017 Tuesday 10:30am- 12:00pm Meet with Aspen Chamber, Debbie Braun and staff Aspen Chamber Resort Assocation 425 Rio Grande Pl, Aspen, CO 81611 8/22/2017 Tuesday 12:00-1:00pm Lunch Prospect Restaurant @ Hotel Jerome 330 East Main Street, Aspen, CO 81611 8/22/2017 Tuesday 1:00-3:00pm Walking Tour of Aspen Around town Meet at Hotel Jerome 8/22/2017 Tuesday 3:00pm CME Departs to Vail Limelight Hotel 355 S Monarch St, Aspen, CO 81611 THANK YOU!! NEXT MEETINGS: VLMDAC MEETING, AUGUST 17, 2017, 8:30 –11:30 AM, ANTLERS LODGE VLMDAC TRIP TO ASPEN, AUGUST 21 –22, 2017 VLMD 2018 OPERATING PLAN, SEPTEMBER 19 TIME TBD, COUNCIL CHAMBER S VLMDAC MEETING, SEPTEMBER 21, 8:30 –11:30 AM, ANTLERS LODGE