HomeMy WebLinkAbout00. VLMDAC August Meeting PresentationVAIL LOCAL MARKETING DISTRICT
ADVISORY COUNCIL MEETING
AUGUST 17, 2017
AGENDA /
•PHOTO/VIDEO SHOOT UPDATE, CACTUS/SITE/SATCHELE/JACK
•CREATIVE & DIGITAL UPDATE, CACTUS
•SUMMER/WEB/EMAIL UPDATE, VR
•MID SUMMER RESEARCH REPORT, VVP
•2018 VLMD BUDGET & OPERATING PLAN, ALL PARTNERS
PHOTOS/VIDEO SHOOT UPDATE
VAIL SUMMER BRAND PHOTO & VIDEO SHOOT / BACKGROUND
BRAND PHOTO & VIDEO SHOOT OBJECTIVES:
•DYNAMIC FAMILIES -ON MOUNTAIN/HIKING, PLAYFUL TOWN MOMENTS (WE
FOUND A BEAUTIFUL SETTING SHOWCASING LIONSHEAD)
•ACTIVE PROFESSIONALS -ON MOUNTAIN/HIKING, HAPPY HOUR/DECK/BEER
DRINKING, VILLAGE/TOWN PRE-NIGHTLIFE, HIP COCKTAIL HOUR, CONCERT
AT FORD AMP
•SUPER BOOMERS -ON MOUNTAIN/HIKING, RELAXATION, VILLAGE/TOWN
DECK DINING, VILLAGE/TOWN STROLL/SHOPPING
BRAND PHOTO & VIDEO / NEXT STEPS
•There were 2 shots we did not accomplish due to weather
–super boomer golf shot
–sunnier village life of super boomers and active professionals
•There are 2 options to capture these:
–Capture these yet this summer
•Additional cost would be $10K -$15K.
•Confirmed funds do exist in the budget from the "special event" line item
–Wait until next summer
•Allocate budget from photo/video line item in 2018
•Shots would not be available until later in the summer
CREATIVE & DIGITAL MEDIA UPDATE
DYNAMIC FAMILIES / DIGITAL DELIVERY
•IMPRESSIONS DELIVERED: 10.1MM 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: 10.8MM 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: 3.7MM 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: 652KIMPRESSIONS
SOCIAL/WEB/EMAIL UPDATE
VAIL SUMMER CONTENT /
•YOY FACEBOOK METRICS:
–July –August 2017
•5.3 million content views (+58%)
•161k engagements (+38%)
•1796 new page likes (+27%)
•CONTENT HIGHLIGHTS
•4 social media influencer visits
–Pop-up dance performance with Lil’ Buck to promote Vail Dance Festival
•3 videos produced in collaboration with Deadline Motion
•9 blog posts
CONTENT HIGHLIGHTS CONT’D /
Grand Traverse P.O.V.
Environmental Announcement
VDF pop up performance
Prod by Deadline Motion
Wildflower Feature
Prod by Deadline Motion
Bravo! performance highlight
Fly fishing feature
VAIL SUMMER CONTENT /
•CONTENT COMING UP
–Active Professional camping video edit
–Epic Discovery video edit
–Fall foliage coverage
–Shoulder season dining features
EMAIL MARKETING /
•COMING UP NEXT:
–9/13 Fall Email Send
•Non-Family vs. Full Summer Preference List
•Content Priorities
–Fall events: Oktoberfest, Restaurant Week, Vail Farmers Market & Art Show
–Hiking, biking and other free fall activities
–Fall in Love with Vail lodging offer
–Testing winter lodging inclusion to drive engagement in key booking time period
–Exploring a last chance October local email send, “Last Chance to See Fall Colors”
MID SUMMER RESEARCH REPORT
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
Prepared by:
August 1, 2017
35
Overview of the 2017 Research Program
Vail Summer 2017 Survey | RRC Associates | 8/1/17
The following slides represent a mid-season overview of survey results
through August 1.These data should be considered preliminary, additional
data will continue to be added through Mid-September when this year’s
research program will conclude. Further, some reweighting of the final data
will take place to more closely align survey results with estimated visitation
throughout the summer. These findings, though preliminary, should provide
an overview of results to date. Note that some comparisons with 2016
results are provided; a preliminary report through 8/1/2016 was presented
last year permitting year over year comparability.
36
Overview of the 2017 Research Program
Vail Summer 2017 Survey | RRC Associates | 8/1/17
The primary component of the 2017 Survey Research program consists of
an Intercept Survey conducted by RRC trained staff. Additionally, a Web-
based follow-up survey is sent to Intercept Survey participants willing to
provide their email addresses. Responses to date represent approximately
560 responses obtained through the Intercept Survey. The follow-up survey
includes approximately 170 respondents.
The 2017 Web Follow-up Survey contains a number of new questions this
year. Selected results from this survey are presented below. These results
will be further segmented in the final report to examine Vail’s identified
personas, as well as results by age, geographic origin, and other selected
variables. Crosstabs of results are available immediately upon request.
37
Overview of the 2017 Research Program
Vail Summer 2017 Survey | RRC Associates | 8/1/17
RRC has also worked with Town of Vail staff to create a version of the
Intercept and Web follow-up survey to be conducted at the two Welcome
Centers. These results are being compiled separate from the overall
intercept program and results will be provided later in the summer.
Additionally, RRC Associates is also conducting research for the Town of
Vail on events. That information is being used to selectively augment the
data from the Intercept Survey program and to further expand our
understanding of the profiles and visitation characteristics of visitors to Vail.
Responses to date from events June 9 through August 1 represent
approximately 760 completed surveys.
38
Key Takeaways from the Summer 2017 Research
Vail Summer 2017 Survey | RRC Associates | 8/1/17
•Visitation has been strong throughout summer 2017. However,
comparisons are to a strong season in 2016, as well. Based on
Destimetric’s occupancy data, overall visitation is up about 2.5% from
May 15 to July 15. Parking measures, which include residents, day
visitors and overnight guests are down somewhat based on counts
provided by the Town of Vail, an estimated 8% overall. Frontage Road
parking is up slightly, 11 days in that area this year compared to 8 days
last year during the same time frame. These results are illustrated in the
slide that follows.
39
Key Takeaways from the Summer 2017 Research
Vail Summer 2017 Survey | RRC Associates | 8/1/17
•Net Promoter Scores (NPS) are strong in general. Note that past studies
had shown some slippage in NPS over several years, with a turnaround
in 2015. This positive result has continued in 2017 with NPS scores at
84 season to date. These findings will be carefully evaluated by visitor
segments in the final report.
•The geographic origins of summer visitors remain similar to those
observed in past years. In addition to Colorado, the most identified
states of origin include: Texas, Florida, Illinois, Missouri, California and
Mexico (up this year).
•Approximately 30 percent of respondents are on their first visit to Vail.
This segment of visitors will be investigated further in the final report.
40
Key Takeaways from the Summer 2017 Research
Vail Summer 2017 Survey | RRC Associates | 8/1/17
41
2017 vs. 2016 Summer Occupancy
Vail Summer 2017 Survey | RRC Associates | 8/1/17
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13-May-17 20-May-17 27-May-17 3-Jun-17 10-Jun-17 17-Jun-17 24-Jun-17 1-Jul-17 8-Jul-17 15-Jul-17Occupancy
Date
(Gridlines Aligned with Saturdays)
Vail Daily Occupancy
Summer 2017 vs. Summer 2016 (thru July 15)
2017 vs. 2016
2017
2016
Memorial Day
Weekend
GoPro June 8-11
July 4
2017: Tuesday
2016: Monday
42
Intercept Survey: Visitor Type
Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
43
Intercept Survey: Top States of Residence
Vail Summer 2017 Survey | RRC Associates | 8/1/17
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
44
Intercept Survey: Top States of Residence, Overnight Visitors Only
Overnight Visitors Only
Vail Summer 2017 Survey | RRC Associates | 8/1/17
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
45
Intercept Survey: Top States/Countries of Residence
Colorado Residents Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
46
Intercept Survey: Top Designated Market Areas
Vail Summer 2017 Survey | RRC Associates | 8/1/17
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
Vail Summer 2017
Intercept and Web Survey
Overview-Preliminary Results
47
Intercept Survey: Accommodations Type
Overnight Visitors Only, Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
48
Intercept Survey: Location of Accommodations
Overnight Visitors Only, Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
49
Intercept Survey: Parking Location
Vail Summer 2017 Survey | RRC Associates | 8/1/17
50
Intercept Survey: Method of Booking Lodging
Overnight Visitors Staying in Paid Lodging Only
Vail Summer 2017 Survey | RRC Associates | 8/1/17
51
Intercept Survey: Nights in Area
Overnight Visitors Only, Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
52
Intercept Survey: Previous Visitation, Overnight and Day Visitors
Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
53
Intercept Survey: Previous Visitation, Overnight and Day Visitors
Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
54
Intercept Survey: Previous Visitation, Overnight Visitors Only
Overnight Visitors Only, Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
55
Intercept Survey: Trip Purpose
Overnight Visitors Only, Second Homeowners Excluded
Vail Summer 2017 Survey | RRC Associates | 8/1/17
56
Intercept Survey: Net Promoter Categories & NPS
Vail Summer 2017 Survey | RRC Associates | 8/1/17
57
Intercept Survey: NPS Comparison
Vail Summer 2017 Survey | RRC Associates | 8/1/17
58
Intercept Survey: Demographics
Vail Summer 2017 Survey | RRC Associates | 8/1/17
A Sampling of Web Follow-up Survey Results
60
Web Follow-up: Vacation Description
Vail Summer 2017 Survey | RRC Associates | 8/1/17
61
Web Follow-up: Activity Participation
Vail Summer 2017 Survey | RRC Associates | 8/1/17
62
Web Follow-up: Perceptions of Vail
Vail Summer 2017 Survey | RRC Associates | 8/1/17
63
Web Follow-up: Likelihood to Return
Vail Summer 2017 Survey | RRC Associates | 8/1/17
64
Web Follow-up: “Pace” of Vacation
Vail Summer 2017 Survey | RRC Associates | 8/1/17
65
Web Follow-up: Primary Reasons for Visit
Vail Summer 2017 Survey | RRC Associates | 8/1/17
66
Web Follow-up: Importance of Social Media
Vail Summer 2017 Survey | RRC Associates | 8/1/17
67
Web Follow-up: Recommendation Sources
Vail Summer 2017 Survey | RRC Associates | 8/1/17
68
Web Follow-up: Information Sources Used During Trip
Vail Summer 2017 Survey | RRC Associates | 8/1/17
69
Web Follow-up: Summer Trip
Decision-Making Information Sources
Vail Summer 2017 Survey | RRC Associates | 8/1/17
70
Web Follow-up: Booking Lead Time
Vail Summer 2017 Survey | RRC Associates | 8/1/17
71
Web Follow-up: Booking Method
Vail Summer 2017 Survey | RRC Associates | 8/1/17
72
Web Follow-up: Vacation Search Timing
Vail Summer 2017 Survey | RRC Associates | 8/1/17
2018 VLMD BUDGET & OPERATING PLAN
GOALS, OBJECTIVES & OVERALL RESULTS
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
2017 OVERVIEW /BUDGET
Drive
Overnight &
Out-of-state
Visitation
Mkt Production
Branding
Research
2017 Budget: $3.750 Million
27%
73%
Destination
FR Overnight
International
Web/CRM/Social
Public Relations
Groups
47%
10%
8%
27%
4%
4%
Digital
Social
Traditional
PR
46%
7%
7%
40%
2017 NEW APPROACH & INCREMENTAL $500K
•A ONE-TIME INCREMENTAL BUDGET OF $500K WAS ALLOCATED ACROSS KEY INITIATIVES
•SHIFTED STRATEGIC APPROACH FROM A GEOGRAPHIC AND FUNCTIONAL FOCUS TO A
CONSUMER BASED FOCUS (DYNAMIC FAMILIES/ACTIVE PROFESSIONALS/SUPER
BOOMERS).
•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
PERSONAS /
Dynamic Families Active Professionals Super Boomers
NEW APPROACH & INCREMENTAL $500K / HOW DID IT WORK
30%
budget
increase in
digital
224%
increase in
digital video
impressions
2X digital
video views
+71%
Content
Impressions
38% budget
increase in
traditional
media
70% increase in
traditional
media top
funnel
impressions
Expansion into
addressable TV
with data
driven one to
one targeting
(and included
Chicago)
9% budget
increase in PR
Achieved
85% share
of voice
through PR
7% budget
increase in
Groups
Increased CVENT
engagement
resulted in
18.6% increase
in leads and 21%
increase in room
nights generated
39% budget
increase in
photo/video
Accomplished
professional
brand
photo/video
shoots speaking
directly to
personas
GOALS AND RESULTS TO DATE /
2016 Results 2017 Goals 2017 Results 2018 Goals 5 year Goals
Sales Tax May -Oct. +7%May -Oct +3%
May -1%; June
+3.3%
May -Oct.
+3%Overall +15%
DestiMetrics/
Occupancy
May -Oct. +5%
(49% overall)May -Oct +2%May -Oct. +.43%
May -Oct.
+2%Overall +10%
Group Occupancy 30%4%6%4%20%
Out of State
Overnight Visits 49% of mix 60% of mix 49% of mix 60% of mix 65% of mix
International Visits 5% of mix 11% of mix 6% of mix 11% of mix 15% of mix
In State Visits 25% of mix 20% of mix 24% of mix 20% of mix
20 -25% of
mix
Consideration measure in 2017 55% in 2015 results in October 2% increase
5 -8%
increase
Net Promoter Score 80 84 in 2015
84 mid summer
(intercept only)83-84 84-85
Drive
Overnight &
Out-of-state
Visitation
2018 Budget: $3.4 Million ($350,000 REDUCTION YOY)
79%
Destination
FR Overnight
International
Web/CRM/Social
Public Relations
Groups
47%
8%
8%
28%
3%
5%
Digital
Content
Traditional
PR
44%
6%
2%
43%
2018 OVERVIEW /BUDGET
Mkt Production
Branding
Research
21%
Other5%
2018 BUDGET SHIFTS
•ADDING:
•New content/influencer strategy
•Vail app maintenance and expansion
•Group PlanIt initiative
•ADJUSTING:
•Savings in professional fees with efficiencies and reduced scopes of work
•Right sizing all addressable TV markets, resulting in the reduction in spend
•Reduction in TV/video productions and asset gathering; focus on capitalizing on
2017 video and photo efforts
•Reduction in research with off-year of Burke Brand research
•Shift Cactus agency fees by maintaining current “For Those Who” creative
platform with refreshed executions showcasing new photography, video and
headlines. Savings will be used to support new initiatives
2018 BUDGET SHIFTS
•ELIMINATING:
•Front Range print and TV brand messaging, Destination print Official State
Vacation Guide participation (will still maintain presence with Lodging co -op)
•Special event funding allocation
INSIGHTS & TRENDS
2018 INSIGHTS / RRC MID SUMMER RESEARCH RESULTS
•Net promoter scores (NPS) are strong in general.Note
that past studies had shown some slippage in NPS over
several years, with a turnaround in 2015.This positive
result has continued in 2017 with NPS scores at 84
season to date.
•Geographic origins remain similar to those observed in
past years.In addition to Colorado, the most identified
states include:Texas, Florida, Illinois, Missouri,
California and Mexico (up this year).
–International is our top out-of-state market (6%) and
Mexico is a top out of state market showing up for
the first time (RRC#2 point, #1 point below)
2018 INSIGHTS / RRC MID SUMMER RESEARCH RESULTS
•30% of respondents are on their first visit to Vail.
Repeat visitation is up slightly (66% last year, 70%
this year)
•More direct bookings at the expense of OTA
bookings
•30% of overnight stays are 1 or 2 nights, which is
directly connected to Colorado overnight visitation
numbers
•Decisions to visit are primarily made by
recommendations by friends/family, and by Google
searches; review sites and destination sites are also
used. Everything else is less than 10%.
INFLUENCE ACROSS AUDIENCES /
DYNAMIC FAMILIES
•79% of American families plan
to take a road trip this year, a
10% increase from 2016.
•Although parents are the
primary travel decision-
makers, 50% of parents agree
their children influence their
decisions in most buying
categories.
ACTIVE PROFESSIONALS
•76% of Millennial (18-35 yr old)
travelers reported that friends’
recommendations were the
main influence on travel
decisions, 18% more than
travel-agent advice.
•Millennials are growing up,
preferring to experience new
cultures (86%) and eat local
food (69%) over local partying
(44%).
SUPER BOOMERS
•99% of Boomers plan to
take a domestic leisure trip
in 2017.
•Boomers are looking to
travel as a way to spend
time with family and friends,
to get away from normal
everyday life and to relax
and rejuvenate.
IMPLICATION: Each audience has a unique source of travel inspiration
and influence. Vail must continue identify ways to connect with these
indirect sources, in addition to the target.
•Last year, 85% of online travel activity bookings were completed using
mobile.
•Over 50% of travelers around the world are considered “Connected
Travelers,” having used a smartphone.
•Travelers consider smartphones THE go-to travel accessory while exploring
a new destination.
•Although more and more travelers are incorporating their smartphones into
travel planning and experiencing, digital natives are still more comfortable
with the concept; 66% of Millennials vs. only 33% of those over 35.
IMPLICATION: Mobile must be considered at every touch point along the
traveler’s journey, allowing opportunity for both definitive plans and
spontaneity.
MOBILE’S INFLUENCE ON TRAVEL GROWS /
•Recent trends indicate an increased emphasis on visual
information and aesthetics when traveling, which have
become as important in finding initial inspiration as it is in
the actual experience of the trip.
•Captivating visuals, like those often showcased on
Instagram, have the power to increase tourist visits by up
to 15%.
•User-generated content has demonstrated much greater
conversation than stock; don’t underestimate them -our
audiences can tell the difference.
IMPLICATION: Visuals must have a presence at every stage of the travel journey;
before, during, and after.
THE RISE OF VISUAL PROCESSING AND TRAVEL /
CONTENT MARKETING TRENDS/
•80% of Gen Zs (0-18 yr olds ) and 74% of Millennials (18-35 yr old) report that social
media influences their shopping habits
•74% of US brands repurpose influencer
marketing campaigns on their own social
channels
•76% of consumers believe the content people share is more honest than advertising
from brands; Millennials are particularly receptive to user-generated content over
traditional marketing
•54% of female consumers purchased a product/service after seeing it recommended by
an influencer
•The top sources travelers consider when planning trips:
–59% -travel reviews
–54% -social media images
–31% -YouTube videos
•Marketing professionals + the top benefits of influencer marketing:
–87% creating authentic content about the brand
–77% driving engagement around the brand
–56% driving traffic to the site
CONTENT MARKETING TRENDS/
DYNAMIC FAMILIES / MEDIA QUINTILES
Dynamic Families are busy keeping up with their children’s schedules, which means they’re on the road often, radio tuned
in. They value the internet as a go-to trusted source and consume digital content at a medium-high rate, since
smartphones, laptops, and tablets are so easy to take along. If they’re reading, it’s something easily digestible like a
magazine.
9+ issues per
month
0 issues per
month
7-17 hours per
week
15+ hours per
week
20-30 hours per
week
150-250 miles in a
week
MRI custom pull, 2016
DYNAMIC FAMILIES / TECHNOGRAPHICS
Nielsen, 2016; MRI custom pull, 2016
DAILY GADGET USAGE
93%
TECH PERSONALITY: TECH-SPLOITERS, TECH-SPLORERS
81%67%70%14%*
On average, they spend 1/5 of their day online.
ACTIVE PROFESSIONALS / MEDIA QUINTILES
9+ issues per
month
0 issues per
month
2-6 hours per
week
4-10 hours per
week
30+ hours per
week
150-250 miles in a
week
Professional Achievers may remember a time without the internet, but they prefer having it now. Most news and
programming is consumed through digital-enabled devices (think laptops and smartphones). They’re still on the move
heading to and from work, listening to the radio or their favorite podcast once in a while. But they rarely sit down to watch
traditional TV. Unless it’s a sports game, they’re most likely streaming.
MRI custom pull, 2016
ACTIVE PROFESSIONALS / TECHNOGRAPHICS
Nielsen, 2016; MRI custom pull, 2016
DAILY GADGET USAGE
96%
TECH PERSONALITY: TECH-SPLORERS
87%61%66%18%*
On average, they spend 1/4 of their day online.
SUPER BOOMERS / MEDIA QUINTILES
6+ issues per
month
17+ issues per
month
23-40 hours per
week
15+ hours per
week
8-18 hours per
week
150-250 miles in a
week
Super Boomers have more free time on their hands. They have the time to leisurely digest a newspaper or magazine, or sit
at the television, watching what they want without parental controls. They’re on the road a fair amount, heading to their
golf or tennis lessons. And no matter what their grandkids think, they have in fact figured out the internet. It’s just not
their go-to for everything.
MRI custom pull, 2016
SUPER BOOMERS / TECHNOGRAPHICS
Nielsen, 2016; MRI custom pull, 2016
DAILY GADGET USAGE
80%
TECH PERSONALITY: TECH-THUSIASTS, TECH-SPLOITERS
73%70%57%8%*
On average, they spend 1/8 of their day online.
2017 TACTICAL MID SUMMER RESULTS;
2018 STRATEGIES & BUDGET
•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
2018 STRATEGIES
•Optimize mix to drive revenue: Percent of Destination, Front Range Overnight and
International (Mexico/Latin American) guests
•NEW -Develop Content Marketing plan to provide new ways to reach consumers
with key Vail messages
•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
2018 STRATEGIES
2018 SPEND AND TACTICS BY AUDIENCE OVERVIEW
Video Display
Banner
Social Native
Display
Addressable
Cable TV
Advanced
Linear Cable
OOH
Destination -Dynamic
Families
x x x x
Front Range –Dynamic
Families
x x x x x
Destination –Super
Boomers
x x x x x
Front Range –Super
Boomers
x x x x x x
Destination –Act
Professionals
x x x
Front Range –Act
Professionals
x x x x x
Destination –All
audiences
Families
only
Families
only
Families
only
Front Range –All
audiences
x
MID SUMMER DIGITAL MEDIA RESULTS /
2018 DIGITAL MEDIA STRATEGY /
•DIGITAL MEDIA WILL DRIVE DESTINATION INTEREST ACROSS AUDIENCE
SEGMENTS BY BRINGING VAIL TO LIFE ACROSS ENGAGING AND IMMERSIVE
MEDIA EXPERIENCES.
Continued
investment in video,
consider new
formats such as 360
Expanded use of social
media to promote and
support influencer content
as well as campaign assets
Introduce native
display as a new
tactic for 2018
2017 VAIL SUMMER SOCIAL, WEB & EMAIL MARKETING / HIGHLIGHTS
CONTENT DEVELOPMENT
•Persona targeting tests through Facebook
•Daily social coverage and content capture including:
•10+ local events covered live via Instagram stories (~20k views each)
•5 social media influencer takeovers
•16 summer blog posts created
•10 social videos produced in collaboration with Deadline Motion
PERSONA EMAIL TESTING
•Leveraged VR data to test highly targeted content with Non-Family and Family
Summer Interest Guests on May 30 & June 27
•Non Family Test: 0.26% CTR, -1.9% below benchmark
•Family Test: 0.4% CTR, -1.76% below benchmark
2018 VAIL SUMMER SOCIAL, WEB & EMAIL / STRATEGIES
WEB
•Responsive Website Integration
•Leverage new interface & content functionality to present a fully integrated
summer web experience, year-round
EMAIL
•Expand and reimagine summer email campaigns with VR learnings and
targetability enhancements (messaging beyond the summer preference list)
•Utilize the full breadth of dynamic sending and increased personalization
capabilities –Note: Phased innovations & investments from VR
2018 Budget –Proposing a -1.5% reduction in budget gained from operational
efficiencies. ($141K)
2018 VAIL SUMMER SOCIAL, WEB & EMAIL / STRATEGIES
SOCIAL
•Increase focus on Video related postings, supported by investments in
“Boosting” content to maximize reach
•Capitalize on the evolving content strategy to maximize reach against a new
audience, while improving engagement and loyalty of existing followers
2018 Budget –Proposing incremental $1.2K investment to support “boosting” campaign
to increase reach against new guests. ($25.2K)
2017 TRADITIONAL MEDIA RESULTS /DESTINATION TV, PRINT, OOH
RESULTS:
•9.5MM total impressions
•$367,649 total spend / $850,000 in added value
•Reach/Frequency:
–Dynamic Families
•Houston: 90% reach* / 7.7 freq.
•Chicago: 90% reach* / 5.5 freq.
•Dallas: 45% reach / 3.3 freq.
–Super Boomers:
•Houston: 90% reach* / 7.8 freq.
•Chicago: 90% reach* / 6 freq.
67%
31%
2%
Dynamic Family
Super Boomer
Active
Professional
Impressions % by Persona
2018 TRADITIONAL MEDIA /DESTINATION RECOMMENDATIONS
•Overall FY17 Summer Traditional Media Takeaways and Summer FY18 Recommendation:
–Eliminate the OSVG Print buy with the CTO (covered by lodging co -op/PR)
–Based on addressability and delivery in FY17, we recommend right-sizing all geos
and personas
•Chicago: Comfortable addressability and scale by persona
•Houston: Addressability concerns leading us to add advanced linear zoned cable
•Dallas: Increase advanced linear zoned cable by extending flight and forgoing
hiatus periods (Addressable cable not available in Dallas)
2018 Budget Implications: By right-sizing to Addressable Homes we can reduce the
budget by 20.8% and extend flight time to one 7 week flight in destination markets.
Reallocate the spend with CTO (OSVG) to the influencer initiative.
TRADITIONAL MEDIA 2017 VS. 2018 IMPRESSIONS / DESTINATION
2018 TRADITIONAL MEDIA /DESTINATION RECOMMENDATIONS
•Recommendation: Data Driven TV is the cornerstone of our
recommendation, as we have the ability to target spots as never before
(much like online).
2017 TRADITIONAL MEDIA RESULTS /FRONT RANGE TV, PRINT, OOH
RESULTS:
•15.5MM total impressions
•OOH: Across personas: 9.3MM total impressions
•Events: Across personas: 2.3MM total impressions
•$230,075 total spend / $1,365,000 in added value
•Reach/Frequency:
–Dynamic Families
•Front Range: 62% reach* / 7 freq.
–Super Boomers
•Front Range: 55% reach* / 5 freq.
70%
29%
1%
Dynamic Family
Super Boomer
Active
Professional
Impressions % by Persona
2018 TRADITIONAL MEDIA /FRONT RANGE
•Overall FY17 Summer Traditional Media Takeaways and Summer FY18 Recommendation:
–Due to high brand awareness and recognition, we recommend removing overarching
Brand TV & Print (Denver Post and 5280) campaign from Front Range
–Maintain OOH Summer/Brand messages
–Lean on summer events/lodging/mid-week messaging to drive Front Range visitation
–Add Video on Demand for Dynamic Families, Super Boomers and Active
Professionals to increase exposure against households using TV in warm summer
months to coincide with summer viewing habits
–Include Active Professionals within the Addressable Cable approach
–Addressable Cable and VOD will support events only
–Increase Advanced Linear Cable per event
2018 Budget Implications: By eliminating TV and print branding messages, we can
reduce the budget by 17% and reallocate the budget to the influencer initiative.
TRADITIONAL MEDIA 2017 VS. 2018 IMPRESSIONS / FRONT RAGE
PR / INFLUENCER PROGRAM RESULTS THRU Q2
•No. of Clips to Comp Set –Vail 764 (42 percent more than closest competitor,
Aspen)
•Share of Voice –Extent of Coverage -Our goal is to maintain an 84 percent
“extensive” and “significant” measurement. As of the end of June, we’ve maintained
an 85 percent.
•Message Tracking -Our goal in 2017 was to continue to grow the message for both
“outdoor activities” and “family.” YTD we are on track to do this compared to end of
year numbers in 2016.
•Influencer Statistics to Through Q2
Total Audience
•Instagram 512,886
•Twitter 174,200
No. of Instagram Posts -Impressions
•Static 47 -247,200
•Stories 213 -352,380
Engagement 46,397
2018 DOMESTIC PUBLIC RELATIONS / RECOMMENDATIONS
•In-Market Media Visits
•Continue to focus on NYC and Chicago while rotating in a third market
•Continue smaller group activities and one-on-one meetings in the Front Range
•Media Visits
•Mix of individual and group
•Timing focused on early and late summer
•Community Relations
•Continue to grow restaurant, lodging and activity partners
•Media Center
•Enhancements to support new website design
•Drive more visits to and expand content on the summer media center
2018 Budget –cut expenses 12% by eliminating winter cross sell budget and tightening
spending in admin and in-market trips. NOT loosing key tactics. Shifting $16K in
expenses and $7500 in fees to collective content/influencer program.
2018 INTERNATIONAL PUBLIC RELATIONS / RECOMMENDATIONS
•Mexico
•Continue to refine the Mexico City media mission
•Media Visits
•Explore opportunities to possibly split the group in two to cover early
summer and the Vail Dance Festival –tie with Dance MX
•Panama
•MYPR will not be involved in the Panama mission
2018 Budget –Cut fees by 30% by not going to Panama. Reallocating funds from
overall international budget to PR to better reflect division of expenses.
2017 INTERNATIONAL MARKETING / HIGHLIGHTS
EVENTS
•Crafted curated events that featured, both, to press (in order for them to
magnify the exposure) as well as: influencers, clients and potential clients; a
very good sample of the key Vail Summer offer
TARGETING
•Identified and invited key community influencers -with families, friends and
spouses -in an effort to drive word of mouth and associate message in
relevant social circles
FANWISE/REACH:
•Carefully selected a group of writers that fed more than one KEY media outlet,
profiting on two or three publications per reporter
PAID MEDIA:
•Ads placed in select cannels and publications aimed at reaching our target
market; while gaining cost efficiencies from preferential rates and added value
2018 INTERNATIONAL MARKETING / STRATEGIES
DANCE FEST
•Reimagine event format and pulling up a dance master class during the
summer to capture a larger audience of high end families
OPTIMIZING EXISTING EFFORTS :
•Golf -continue Vail Summer presence at top Mexican golf clubs and events all
through the year.
•Camps -Kids camps both day and overnight (through two top companies
dedicated to high end families kids ‘summer programs)
NEW OPPORTUNITIES:
•Running –Host a 10K , triathlon or well-designed race for Mexicans to align
with their personal health goals and training regiment.
2018 Budget –Eliminating efforts against Panama due to limited opportunity, resulting
in a 13% budget decrease (4% decrease accounting for reallocation to International
PR and still 10% above 2016 levels)
2017 GROUP SALES /RESULTS
•2017 total budget: $752,965
–YTD Key Performance Indicators (data through July 31)
•4,500+ meeting planners reached
•605 one-on-one appointments
•107 leads generated
•31 groups booked
•11 site tours hosted (5,265 potential room nights)
•6 client events (129 planner attendees)
•Room nights on-the-books: +9.5%
•Leads generated: +6%
2017 GROUP SALES / RESULTS
Cvent
2018 GROUP SALES RECOMMENDATIONS /
•What’s New in 2018?
–Convention PlanIt
•ConventionPlanit.com is an advertising distribution channel to increase
group business. Meeting planners have free access to marketplace
listings, RFP sourcing tools, and industry information when they’re
buying.
–Event Hosting Fees
•Governor’s Conference on Tourism, Future Business Leaders of
America, Colorado Bar Association, baseball event (tentative), etc
–Industry Group Engagement (expanded presence)
•Destination Colorado, Meeting Planners International (MPI), Colorado
Society of Association Executives (CSAE), American Society of
Association Executives (ASAE), Financial & Insurance Conference
Planners (FICP), etc.
VAIL App
The Complete Vail Vacation Guide
2016-17 PERFORMANCE REPORT / VAIL APP
VAIL APP / ANALYTICS
•NEW USERS –24,503 IPHONE -17,335 ANDROID –7,168
•TOTAL VAIL APP USERS –50,840
•AVERAGE DAILY USERS –128
•AVERAGE SESSIONS PER DAY –280.9
•MEDIAN SESSION LENGTH –30 SECONDS
•AVERAGE SESSIONS PER DAY –3
•AVERAGE CLICKS PER SESSION -6
•DEMOGRAPHIC BREAKDOWN
Average Age 35-54
Gender split 54% Female 46% Male
Average HH Income 81% Over 150k
Education 72% College or better
VAIL APP / NEW FEATURES
Lodging Platform
The VAIL App Lodging Platform allows our lodging partners to list room rates on the Vail App
in real-time. Our LP will point directly to the lodging partner website for direct bookings that
will not incur any additional charges for each booking. This provides the opportunity for the
Vail App to have the lowest rates available since the lodging partner will keep 100% of the
booking rate. There will be no additional charges or commissions on any of the bookings.
Interactive Map
The new interactive map is now available in multiple formats for print, online and mobile. It can
be direct linked to any TOV Business and will be supported and maintained by ResortApp.
TOV now has an updated digital map that can be manipulated by in house staff.
New Research Capabilities
The VAIL App database is being used to survey guests through RRC research. This database
can now be utilized in multiple research platforms at any time during the year.
2018 VAIL APP SUPPORT
•Town of Vail database, research interactive map, new lodging platform and guest
service enhancement
Budget Implications: New allocation of $35,000 investment from VLMDAC
RESEARCH / DESTIMETRICS
Same scope of work as 2017
•Reservation Activity Reports
•Daily Occupancy Reports (including mid-month updates)
•Guest Profiler
•Hotel v Condo breakout
•Group v Leisure breakout
•Event overlays (including industry wide)
•Comp set reports
Total:$52,213 (flat YoY)
RESEARCH / SUMMER INTERCEPT STUDY
RRC Associates summer guest intercept study
•Short Intercept Study (approximately 1,500)
•Web Follow Up Study (approximately 400)
•Mid-season & end of season reports
Total:$22,500
2018 BUDGET
Drive
Overnight &
Out-of-state
Visitation
2018 Budget: $3.4 Million ($350,000 REDUCTION YOY)
79%
Destination
FR Overnight
International
Web/CRM/Social
Public Relations
Groups
47%
8%
8%
28%
3%
5%
Digital
Content
Traditional
PR
44%
6%
2%
43%
2018 OVERVIEW / BUDGET
Mkt Production
Branding
Research
21%
Other5%
2018 VS. 2017 BUDGET COMPARISON
Budget by Category
2018
BUDGET
% of
Budget
2017
Budget
% of
Budget
YOY $
Change
YOY %
Change Comments
Destination Efforts $ 1,257,348 37%$1,285,500 34%$ (28,152)-2%
Savings in Destination efforts moving SEM to Vail
Marketing. Reduction also from increased media
efficiencies
Front Range $ 222,000 7%$264,000 7%$ (42,000)-16%
Reduction in Front Range spend with increased
media efficiencies
International $ 226,552 7%$241,000 6%$ (14,448)-6%
Branding/Production $ 146,000 4%$168,000 4%$ (22,000)-13%
Savings YOY with Cactus/reduce video
productions
Groups $ 756,375 22%$752,965 20%$ 3,410 0%
Increase for sales managers & associated costs,
PlanIT
PR $ 85,200 3%$115,000 3%$ (29,800)-26%savings in fees, eliminate Panama
Research $ 84,365 2%$136,088 4%$ (51,723)-38%No Burke Brand research
Photo/Video $ 112,000 3%$185,000 5%$ (73,000)-39%Reduce photo/video asset shooting
Web/Email/Social $ 125,200 4%$110,500 3%$ 14,700 13%Increase social/content efforts
Professional
Fees/Admin $ 359,960 11%$366,947 10%$ (6,987)-2%efficiencies
Event Support $ 25,000 1%$125,000 3%$ (100,000)-80%removed event support dollars
TOTALS $ 3,400,000 $3,750,000 ($350,000)-9%
THANK YOU!!
NEXT MEETINGS:
VLMD 2018 OPERATING PLAN, SEPTEMBER 19 TIME TBD, COUNCIL CHAMBER S
VLMDAC MEETING, SEPTEMBER 21, 8:30 –11:30 AM, ANTLERS LODGE
VLMD 2017 BUDGET RESOLUTION, OCTOBER 17, 2017, TIME TBD, TOWN
COUNCIL CHAMBERS
APPENDIX
MEDIA TARGET AUDIENCES / ?DO WE NEED THIS HERE?
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 /?NEED THIS HERE?
2017 VAIL SUMMER CONTENT HIGHLIGHTS /
Active Professionals
Active Professionals
2017 TRADITIONAL MEDIA RESULTS /DESTINATION / BY MARKET BY PERSONA
2017 TRADITIONAL MEDIA RESULTS /DESTINATION / BY PERSONA
2017 TRADITIONAL MEDIA RESULTS /FRONT RANGE