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VLMDAC October Meeting PresentationVAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL MEETING OCTOBER 19, 2017 AGENDA / •DIGITAL UPDATE, CACTUS •VAIL SUMMER INTERCEPT SURVEY, RRC/VVP •BURKE BRAND RESEARCH REPORT, MARCY WELK/SITE/CACTUS DIGITAL MEDIA UPDATE YEAR OVER YEAR RESULTS (THROUGH 9/30) / Display Video PPC Facebook Instagram 2017 Benchmark: 0.11% CTR Benchmark: 68% VCR Benchmarks: 1.25% CTR $2.50 CPC Benchmarks: 0.65% CTR 20% VCR Benchmarks: 0.15% CTR 8% VCR 0.18% CTR 78.97% CTR 6.44% CTR $1.35 CPC 1.03% CTR 79.39% VCR 0.29% CTR 10.99% VCR 2016 Benchmark: 0.09% CTR Benchmark: 68% VCR Benchmarks: 1.00% CTR $3.00 CPC Benchmarks: 0.25% CTR 15% VCR Benchmarks: 0.15% CTR 15% VCR 0.11% CTR 75.49% VCR 1.23% CTR, $1.92 CPC 1.06% CTR, 14.09% VCR 0.12% CTR, 12.87% VCR DYNAMIC FAMILIES / DIGITAL DELIVERY •IMPRESSIONS DELIVERED: 17.8MM IMPRESSIONS Only video was live against Dynamic Families in September DYNAMIC FAMILIES / DISPLAY CREATIVE PERFORMANCE *results are year to date; no display was in market in September 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: 15.8MM 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: 7.5MM IMPRESSIONS ACTIVE PROFESSIONALS / VCR BY DEVICE *Industry standard benchmark for pre-roll VCR is 68%. ACTIVE PROFESSIONALS / SOCIAL PLATFORM DELIVERY ACTIVE PROFESSIONALS / SOCIAL DELIVERY PAID SEARCH / DELIVERY OVERVIEW •IMPRESSIONS DELIVERED: 891K IMPRESSIONS NATIONAL AUDIENCE / SOCIAL DELIVERY •IMPRESSIONS DELIVERED: 4.1MM IMPRESSIONS VAIL SUMMER INTERCEPT SURVEY VAIL SUMMER INTERCEPT SURVEY 2017 Presented by: October 2017 22 Overview of the 2017 Research Program Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 The following slides represent an end-of-season overview of survey results from the 2017 Town of Vail Summer Survey research program. Data were weighted by average daily lodging occupancy in order to align survey results with estimated visitation throughout the summer. Note that some comparisons with 2016 results are provided throughout this report. 23 Overview of the 2017 Research Program Vail Summer 2017 Survey | RRC Associates | 10/19/17 The primary component of the 2017 Survey Research program consisted of an Intercept Survey conducted by RRC trained staff. Additionally, a Web- based follow-up survey was sent to Intercept Survey participants willing to provide their email addresses. Approximately 1,353 responses were obtained through the Intercept Survey. The follow-up survey includes approximately 382 respondents. The 2017 Web Follow-up Survey contains a number of new questions this year. Selected results from this survey are presented in the slides to follow, including some segmentation analysis examining Vail’s identified personas, as well as results by age, geographic origin, and other selected variables. Crosstabs of results are available immediately upon request. 24 Overview of the 2017 Research Program Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 RRC 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. This represented an additional 259 survey responses. It’s worth noting that RRC Associates has conducted ongoing research for the Town of Vail on events, including many events throughout the summer. That information was used to further expand our understanding of the profiles and visitation characteristics of visitors to Vail. 25 Key Takeaways from the Summer 2017 Research Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 •Visitation has been strong throughout summer 2017. However, comparisons are to a strong season in 2016, as well. Based on Destimetrics’ occupancy data, overall visitation was down just slightly (- 0.8%). The early season results are notably consistent year over year, with the exception of the period leading into Memorial Day. It was significantly stronger this year. •Parking measures, which include residents, day visitors and overnight guests are down somewhat based on counts provided by the Town of Vail, an estimated 6% overall. Frontage Road parking is stable year-over- year, with 20 days in that area this year compared to 21 days last year during the same time frame. 26 2017 vs. 2016 Summer Parking Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 27 2017 vs. 2016 Summer Occupancy Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%29-Apr-176-May-1713-May-1720-May-1727-May-173-Jun-1710-Jun-1717-Jun-1724-Jun-171-Jul-178-Jul-1715-Jul-1722-Jul-1729-Jul-175-Aug-1712-Aug-1719-Aug-1726-Aug-172-Sep-179-Sep-1716-Sep-1723-Sep-1730-Sep-17OccupancyDate (Gridlines Aligned with Saturdays) Vail Daily Occupancy Summer 2017 vs. Summer 2016 (thru Sept. 30)2017 vs. 2016 2017 2016 Memorial Day Weekend GoPro June 8-11 July 4 2017: Tuesday 2016: Monday Labor Day & Gourmet on Gore Kick It 3x3 Soccer Tournament 28 Key Takeaways from the Summer 2017 Research Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 •The summer 2017 Net Promoter Score (NPS) is strong in general at 76%. NPS was higher at mid-season (84%). These results suggest that it might be worthwhile to examine the visitor experience in the second part of the summer in order to fully understand impacts to NPS. •The geographic origins of summer visitors remain similar to those observed in past years. In addition to Colorado (which was up this year), the most identified states of origin include: Texas (down), Florida (up), Illinois (down), California (down), and Missouri (same). •Approximately 35 percent of respondents are on their first visit to Vail, similar to 2016. 2017 Summer Survey Results 30 Sample Sizes Survey Type Sample Size Intercept Survey 1,353* Intercept Post-Trip Web Survey 382 Visitor Center Intercept/Post-Trip 259 Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 *Responses from the various data sources have been combined to maximize sample size for analysis. Note that sample sizes may vary for each question throughout the survey. Furthermore, some questions were asked of particular visitor segments (i.e., overnight visitors); in these cases, the sample size is smaller. Vail Community Survey 2016 | RRC Associates | 7/5/12 31 Visitor Demographics Geographic Profile Overnight Visitor Profile Trip Characteristics Ratings & Perceptions of Vail Transportation Profile Vail Community Survey 2016 | RRC Associates | 7/5/12 32 Visitor Demographics 33 Geographic Market & Visitor Type Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 34 Respondent Profile Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 35 Household Profile Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 36 Travel Party Size Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 37 Previous Summer Visitation Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 38 Previous Summer Visitation Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 39 Previous Summer Visitation Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 40 Last Summer Visit Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 41 Previous Winter Visitation Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 Vail Community Survey 2016 | RRC Associates | 7/5/12 42 Geographic Profile 43 Top States/Countries of Residence Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 44 Top States/Countries Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 45 Top States/Countries of Residence (Excluding CO) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 46 Top States/Countries of Residence (Excluding CO) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 47 Previous Visitation by Key States Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 48 Designated Market Areas (DMAs) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 49 Top DMAs Among First-Timers Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 Vail Community Survey 2016 | RRC Associates | 7/5/12 50 Overnight Visitor Profile 51 Top Overnight Visitor Origins Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 52 Nights in Area Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 53 Location of Lodging Accommodations Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 54 Location of Lodging Accommodations Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 55 Type of Accommodations Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 56 Method of Booking Lodging Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 57 Lodging Party Size Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 Vail Community Survey 2016 | RRC Associates | 7/5/12 58 Trip Characteristics 59 Primary Reason for Visit Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 60 Primary Reason for Visit Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 61 Primary Reasons for Visit Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 *Note that this was a “select all that apply” version of the question 62 Information Sources Used During Trip Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 63 Other Locations Visited Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 64 Lead Time for Booking Airfare/Lodging Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 65 Method for Booking Airfare/Lodging Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 66 Importance of Social Media Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 67 Timing of Vacation Information Searching Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 68 Vacation Style Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 69 Vacation Style Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 70 Vacation Style Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 71 Travel Recommendation Preferences Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 72 Type of Experience Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 73 Type of Experience Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 74 Type of Experience Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 75 Type of Experience Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 76 Type of Experience Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 77 Activity Participation Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 Vail Community Survey 2016 | RRC Associates | 7/5/12 78 Ratings & Perceptions of Vail 79 Town of Vail Ratings Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 80 Town of Vail Ratings Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 81 Town of Vail Ratings Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 82 Experiential Ratings Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 83 Experiential Ratings Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 84 Parking Ratings Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 85 Welcome Center Location Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 86 Visitor Center Ratings Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 87 Perceptions and Importance of Vail as “Green” Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 88 Likelihood of Recommending Vail (NPS) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 89 Likelihood of Recommending Vail (NPS) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 90 Likelihood of Recommending Vail (NPS) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 91 Likelihood of Recommending Vail (NPS) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 92 Likelihood of Recommending Vail (NPS) Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 93 Likelihood of Return Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 94 Likelihood of Return Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 95 Likelihood of Return Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 96 Likelihood of Return Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 Vail Community Survey 2016 | RRC Associates | 7/5/12 97 Transportation Profile 98 Transportation to Vail Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 99 Parking Location Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 100 Transportation Party Size Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17 Vail Community Survey 2016 | RRC Associates | 7/5/12 101 Questions / Comments ? BURKE BRAND RESEARCH REPORT Confidential Property of Town of Vail 2017 VLMDAC SUMMER RESEARCH Overview 104 OBJECTIVES The Town of Vail has shifted strategic marketing strategy – moving to a consumer centric approach by developing personas using commercial segmentation tools that use modeling methods. Three personas have been prioritized for hyper- targeting: 1.Active Professionals 2.Dynamic Families 3.Super Boomers In support of this new direction, the objective of this research is to bring these personas into sharper focus by: •Characterizing them in terms of travel behavior and vacation values •Benchmarking market (funnel) metrics for Vail and key competitors METHODOLOGY •Respondents were asked to participate in a 10-minute online survey conducted between August 17, 2017 and September 4, 2017. •300 respondents in a nationally representative footprint were interviewed. •Qualifications mirrored the target mountain vacationers and included the following criteria: –Ages 25-65 –Household Income of $65,000 or more for Front Range residents and $90,000 for destination travelers –Took a vacation to the Rocky Mountain west this past summer –Participated in selecting vacation destination –Aware of Vail Confidential Property of Vail Resorts International Analytical Framework 105 TRANSLATING RESEARCH PARTICIPANTS INTO TARGET PERSONAS Our first step was to assign survey respondents to a modelled persona based on the key attitudinal and demographic differentiators for the three targets. To do so, we took the following steps: 1.Ran a factor analysis to identify travel motivation themes 2.Created preliminary segments based on which theme a respondent most closely aligned with 3.Optimized segments based on key demographics A.We applied a proprietary analytical tool called SEGUE® to further differentiate on persona demographics 4.Burke provided two options for optimization and final segments: A.Option 1 prioritized attitudes to ensure maximum differentiation on key attitudes while also preserving appropriate demographic skews B.Option 2 emphasized the demographic boundaries of the segments which somewhat limits the attitudinal clarity of the personas 5.Burke and Town of Vail collaborated to choose Option 1 as the best fit for marketing needs and our target personas fall out like this: Confidential Property of Vail Resorts International KEY FINDINGS Town Of Vail Summer Research 106 Confidential Property of Town of Vail All mountain vacationers want an authentic mountain experience that allows them to see new sights and seek new adventures. Delivering on that promise is key before trying to deliver unique experiences for different types of mountain vacationers. COVER THE BASICS: Confidential Property of Town of Vail That said, after delivering on that promise, there are three distinct groups of mountain vacationers who desire different experiences and adventures when they visit Vail. Creating a tailored experience for each type of customer is key: ACTIVE PROFESSIONALS Give Me Adventure DYNAMIC FAMILIES Give Me Family Fun SUPER BOOMERS Give Me Rejuvenation CREATE UNIQUE EXPERIENCES: Highlights Of Target Personas ACTIVE PROFESSIONALS Active professionals are thrill seekers looking for new challenges and experiences. They play hard and party hard, making more use of bars, taverns and nightclubs. DYNAMIC FAMILIES Dynamic families are focused on providing a good time for their entire family. They are less concerned with thrills and nightlife and looking for a quality outdoor experience that everyone can enjoy. SUPER BOOMERS Super boomers travel as a means to relax and rejuvenate. They are looking to unplug from the world, slow down and enjoy the great outdoors. They are less concerned with the activities offered and more inspired by the landscape. 35% 35% 30% MOTIVATIONS: MOTIVATIONS: MOTIVATIONS: I love to play hard, all-out, all day long Travel is a way for me to meet new people I travel because visiting new places challenges me Travel is an opportunity to enjoy family adventures Travel lets me prioritize quality family time Travel enables me to spend time with my family Travel give me the chance to slow down I travel so I can relax and rejuvenate Travel allows me to unplug and disconnect ACTIVITIES: Highest: Differentiating: ACTIVITIES: Highest: Differentiating: ACTIVITIES: Highest: Differentiating: Hiking Bars Bars Rafting Nightclub Live Music Hiking Festivals Bicycling Hiking Shopping Bicycling Shopping Relaxing Hiking Shopping Relaxing Shopping Live Music AGE♦: AGE♦: AGE♦: 25-34 35-44 45-54 55+ AVG. 25% 35% 25% 16% 43.1 25-34 35-44 45-54 55+ AVG. 22% 21% 28% 29% 46.6 CHILDREN <18: 35% INCOME: $158,840 CHILDREN <18: 47% INCOME: $175,340 CHILDREN <18: 20% INCOME: $184,220  Differentiating activities are +3% from Total ♦ Age highlighting represents +5% from Total 25-34 35-44 45-54 55+ AVG. 9% 11% 24% 56% 52.5 PERSONAS Town Of Vail Summer Research 110 Hiking: Just Relaxing: Bars + Taverns: Bicycling: Shopping: Summer Festivals: Live Music: Rafting: Local Tours: Zip Lines: Live Entertainment: Spa Services: Golf: Casinos: Nightclubs: All Others: Fishing: 79% 63% 55% 45% 42% 41% 40% 38% 37% 31% 25% 24% 20% 18% 11% 5% 2% Active professionals are thrill seekers looking for new challenges and experiences. They play hard and party hard, making more use of bars and taverns as well as nightclubs. ACTIVE PROFESSIONALS DEMOS TRIPS SPEND KEY PERSONA DIMENSIONS Defined By Travel Motivation Analysis – Standardized Scale of -1 to 1 DIFFERENTIATING MOTIVATIONS I love to play hard, all-out, all day long Travel is a way for me to meet new people I travel because visiting new places challenges me 111 DESTINATION PRIORITIES WHAT DO THEY DO Types Of Activities Participate In On Summer Vacations -2% -9% 10% 3% -7% 0% 3% 5% 1% 2% -1% 0% -1% 1% 4% 0% 0% A high-energy environment Opportunities to participate in challenging activities An environment that feels worldly and cosmopolitan TARGETING IMPLICATIONS Arrows indicate differences from Total Adventure + Exploration Family Focused Rejuvenation + Relaxation AGE 43.1 MARRIED 74% CHILDREN 35% INCOME $158,840 VACATIONS PER YEAR 4.6 SUMMER VACATIONS 2.3 AIR TRAVEL $386 (86) GROUND TRANSPORT $251 (90) LODGING $890 (100) DINING $486 (98) Spend numbers in ( ) are indexed to Total Average Spend Emphasize active adventures to speak to the thrill AP is looking for. Create unique adventure experiences (bragging rights). Highlight night energy as a point of difference - club scene, bars and entertainment, etc. Hiking: Just Relaxing: Shopping: Bicycling: Summer Festivals: Bars + Taverns: Local Tours: Rafting: Live Music: Zip Lines: Live Entertainment: Golf: Spa Services: Casinos: Nightclubs: All Others: Fishing: 87% 70% 53% 46% 41% 38% 35% 33% 30% 30% 27% 22% 21% 14% 7% 6% 3% Dynamic families are focused on providing a good time for their entire family. They are less concerned with thrills and nightlife and looking for a quality outdoor experience that everyone can enjoy. Adventure + Exploration Family Focused Rejuvenation + Relaxation DYNAMIC FAMILIES DEMOS TRIPS SPEND DIFFERENTIATING MOTIVATIONS 112 DESTINATION PRIORITIES 5% -2% 4% 3% 0% -7% -1% 0% -7% 0% 2% 1% -3% -3% -1% 1% 1% Travel is an opportunity for my family to enjoy adventures together Travel lets me prioritize quality time together as a family Travel enables me to spend quality time with my family An ideal place for families to vacation Activities for every member of the group WHAT DO THEY DO Types Of Activities Participate In On Summer Vacations TARGETING IMPLICATIONS Arrows indicate differences from Total AGE 46.6 MARRIED 88% CHILDREN 48% INCOME $175,340 VACATIONS PER YEAR 3.9 SUMMER VACATIONS 2.0 AIR TRAVEL $503 (112) GROUND TRANSPORT $309 (111) LODGING $818 (92) DINING $525 (106) Spend numbers in ( ) are indexed to Total Average Spend Emphasize something fun for everyone - family activities, hikes for all skill levels and opportunities to explore the town and beyond. Create kid-oriented options so parents have an opportunity to spend time together alone. All experiences do not have to be together. Highlight the fabulous natural beauty of the surrounding area. KEY PERSONA DIMENSIONS Defined By Travel Motivation Analysis – Standardized Scale of -1 to 1 Just Relaxing: Hiking: Shopping: Bars + Taverns: Summer Festivals: Live Music: Local Tours: Bicycling: Zip Lines: Spa Services: Rafting: Live Entertainment: Golf: Casinos: Nightclubs: All Others: Fishing: 84% 79% 53% 41% 41% 41% 37% 36% 27% 27% 26% 24% 20% 20% 4% 4% 1% Super boomers travel as a means to relax and rejuvenate. They are looking to unplug from the world, slow down and enjoy the great outdoors. They are less concerned with the activities offered and more inspired by the landscape. SUPER BOOMERS DEMOS TRIPS SPEND DIFFERENTIATING MOTIVATIONS 113 DESTINATION PRIORITIES The perfect place to relax and rejuvenate Incredible natural views 12% -3% 4% -4% 0% 4% 1% -7% -3% 3% -7% -1% -1% 3% -3% -1% -1% Travel give me the chance to slow down I travel so I can relax and rejuvenate Travel allows me to unplug and disconnect WHAT DO THEY DO Types Of Activities Participate In On Summer Vacations TARGETING IMPLICATIONS Arrows indicate differences from Total Adventure + Exploration Family Focused Rejuvenation + Relaxation AGE 52.5 MARRIED 79% CHILDREN 20% INCOME $184,220 VACATIONS PER YEAR 4.0 SUMMER VACATIONS 1.9 AIR TRAVEL $465 (103) GROUND TRANSPORT $273 (98) LODGING $961 (108) DINING $472 (95) Spend numbers in ( ) are indexed to Total Average Spend Emphasize atmosphere and amenities designed to recharge. Create easier opportunities to experience the natural beauty of Vail. Highlight the up-market lodging and dining options on offer in Vail. KEY PERSONA DIMENSIONS Defined By Travel Motivation Analysis – Standardized Scale of -1 to 1 FUNNEL METRICS VLMDAC Summer Research 114 % Awareness % Considered Most Recent Visit % Seriously Considered % Visited This Summer 100 % 52% 43% 25% ACTIVE PROFESSIONALS FUNNEL METRICS 115 Confidential Property of Vail Resorts International n=106 84% 43% 33% 22% 92% 48% 35% 22% Conversion (Aware to Consider) 52% 51% 52% Conversion (Consider to Seriously Consider) 83% 77% 73% Conversion (Seriously Consider to Most Recent Visit) 58% 67% 63% % Awareness % Considered Most Recent Visit % Seriously Considered % Visited This Summer 100 % 41% 30% 23% DYNAMIC FAMILIES FUNNEL METRICS 116 Confidential Property of Vail Resorts International n=106 93% 54% 41% 30% 99% 42% 27% 14% Conversion (Aware to Consider) 41% 58% 42% Conversion (Consider to Seriously Consider) 73% 76% 64% Conversion (Seriously Consider to Most Recent Visit) 77% 73% 52% % Awareness % Considered Most Recent Visit % Seriously Considered % Visited This Summer 100 % 47% 34% 23% SUPER BOOMERS FUNNEL METRICS 117 Confidential Property of Vail Resorts International n=106 90% 43% 27% 19% 96% 40% 23% 12% Conversion (Aware to Consider) 47% 48% 42% Conversion (Consider to Seriously Consider) 72% 63% 58% Conversion (Seriously Consider to Most Recent Visit) 68% 70% 52% TRAVEL ATTITUDES VLMDAC Summer Research 118 TIME IN NATURE REST + RELAXATION FAMILY TIME ADVENTURE SIGHTSEEIN G PLAY KID- FRIENDLY ACTIVE PROFESSIONALS [A] 70% 45% 37% 57% 47% 25% 14% DYNAMIC FAMILIES [B] 74% 57% 57% 43% 34% 16% 16% SUPER BOOMERS [C] 76% 67% 47% 33% 41% 24% 8% Active Professionals are more likely to forego rest and relaxation in favor of adventure. Dynamic Families focus on family time and the chance to rest, while Super Boomers are looking for a truly restful experience. 120 A A BC B A C EXPERIENCES LOOKING FOR IN MOST RECENT SUMMER VACATION Q14. What types of experiences were you looking for in your most recent summer mountain vacation? (Select your top 3) TRAVEL BEHAVIORS VLMDAC Summer Research 124 11% 38% 51% 13% 41% 45% 12% 37% 51% All personas most frequently look to new adventures when summer vacationing, with the mountains and water providing the most likely locales. Active Professionals, though, tend to look more at national parks and adventure trips. 125 DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C] To the mountains To the water - beach or lake National park Activity or adventure trip Family visit City visit Cultural experience Romantic getaway Theme park Cruise All Others n=106 To the mountains To the water - beach or lake National park Activity or adventure trip Family visit City visit Cultural experience Romantic getaway Theme park Cruise All Others To the mountains To the water - beach or lake National park Activity or adventure trip Family visit City visit Cultural experience Romantic getaway Theme park Cruise All Others n=104 n=90 64 % 54 % 54 % 46 % 40 % 34 % 26 % 24 % 13 % 9% 1% 68 % 54 % 43 % 33 % 38 % 29 % 18 % 13 % 15 % 6% 2% 70 % 53 % 41 % 37 % 37 % 33 % 13 % 16 % 12 % 14 % 2% C B C B B Return to the same destination Return to the same destination Return to the same destination Visit a few familiar places Visit a few familiar places Visit a few familiar places Try new places Try new places Try new places Q22. Do you tend to return to the same summer destination, visit a few familiar places, or try new places? Q21. Where do you usually go on summer vacations? (Select all that apply) Most people forego vacation packages and instead opt to purchase transportation, accommodations and activities individually. They most often leverage the resort website to book their trips. 126 DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C] On the resort’s website Through a rent-by-owner Through a web-based travel By calling the resort directly On a consolidator Own home/timeshare Through a professional travel agent All Others n=106 n=104 n=90 25 % 19 % 18 % 10 % 5% 3% 2% 3% B On the resort’s website Through a rent-by-owner Through a web-based travel By calling the resort directly On a consolidator Own home/timeshare Through a professional travel agent All Others 23 % 15 % 13 % 10 % 6% 5% 0% 3% On the resort’s website Through a rent-by-owner Through a web-based travel By calling the resort directly On a consolidator Own home/timeshare Through a professional travel agent All Others 21 % 19 % 8% 8% 4% 3% 0% 2% 91% Purchase transportation, accommodations and activities individually 98% Purchase transportation, accommodations and activities individually 96% Purchase transportation, accommodations and activities individually Method Used to Purchase: Q10. Which of the following best describes how you booked your summer vacation to destination? Q11. Which of the following best describes how you booked your hotel in destination? C A Luxury hotels and rented cabins/houses are the most preferred means of lodging on summer vacations, though lodging preferences shift slightly between the personas 127 DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C] Luxury hotel (four stars) Rented house or cabin Two or three star hotel Family home or second residence Location owned by friends or family Condominium or apartment Timeshare Budget hotel Camp Ground/camping Bed and breakfast All Others n=106 Luxury hotel (four stars) Rented house or cabin Two or three star hotel Family home or second residence Location owned by friends or family Condominium or apartment Timeshare Budget hotel Camp Ground/camping Bed and breakfast All Others Luxury hotel (four stars) Rented house or cabin Two or three star hotel Family home or second residence Location owned by friends or family Condominium or apartment Timeshare Budget hotel Camp Ground/camping Bed and breakfast All Others While active professionals most commonly stay in luxury hotels, a subset are looking to be more budget friendly and willing to find cheaper accommodation at budget hotels Dynamic families tend to be more moderate in their lodging with close to the same number staying in mid- tier hotels as stay in luxury hotels Super boomers are about equally split on their preference for luxury hotels or finding a house or cabin to rent. n=104 n=90 20 % 19 % 10 % 11 % 10 % 9% 4% 7% 4% 4% 2% 19 % 13 % 18 % 12 % 13 % 9% 8% 2% 4% 1% 2% 18 % 19 % 9% 12 % 10 % 13 % 8% 3% 6% 0% 2% B C C Q12. Where di you stay for the majority of your most recent visit to destination? Summer vacationers are comparison shoppers, though this is most prevalent for Super Boomers. Establishing trust is imperative for all three personas. Active Professionals are more swayed by what’s trending. 128 DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C] I like to compare prices across different sources before purchasing If a product is made by a company I trust, I’ll buy it even if it’s slightly more expensive I expect salespeople to be highly knowledgeable When I find a brand I like, I stick to it I typically read online reviews submitted by others before purchasing I buy based on quality, not price My family has a significant impact on my buying decisions I often seek the advice of others before making a purchase I am influenced by what’s trending and what’s not n=106 n=104 n=90 78 % 80 % 75 % 78 % 72 % 71 % 42 % 53 % 34 % I like to compare prices across different sources before purchasing If a product is made by a company I trust, I’ll buy it even if it’s slightly more expensive I expect salespeople to be highly knowledgeable When I find a brand I like, I stick to it I typically read online reviews submitted by others before purchasing I buy based on quality, not price My family has a significant impact on my buying decisions I often seek the advice of others before making a purchase I am influenced by what’s trending and what’s not I like to compare prices across different sources before purchasing If a product is made by a company I trust, I’ll buy it even if it’s slightly more expensive I expect salespeople to be highly knowledgeable When I find a brand I like, I stick to it I typically read online reviews submitted by others before purchasing I buy based on quality, not price My family has a significant impact on my buying decisions I often seek the advice of others before making a purchase I am influenced by what’s trending and what’s not 88 % 78 % 73 % 75 % 76 % 74 % 52 % 32 % 20 % 93 % 86 % 81 % 70 % 78 % 79 % 41 % 43 % 11 % A A C BC B B Q33. Please indicate how much you agree or disagree with the following statements about shopping and spending in general. THANK YOU!! NEXT MEETINGS: VLMDAC MEETING, NOVEMBER 16, 8:30 – 11:30 AM, ANTLERS LODGE APPENDIX VLMDAC Summer Burke Research 130 Demographics 131 ACTIVE PROFESSIONALS [A] DYNAMIC FAMILIES [B] SUPER BOOMERS [C] GENDER Male 52% 47% 41% Female 48% 53% 59% AVERAGE AGE 43.1 Years 46.6 Years 52.5 Years MARITAL STATUS Single 9% 5% 4% Married 74% 88% A 79% Living with a partner 13% B 3% 13% B Divorced or separated 4% 5% 2% Widowed 0% 0% 1% % WITH CHILDREN UNDER 18 35% C 48% AC 20% QB. Gender QC. Age QF. Income QD. Region Demographics 132 ACTIVE PROFESSIONALS [A] DYNAMIC FAMILIES [B] SUPER BOOMERS [C] EMPLOYMENT STATUS Employed (Net) 92% C 91% C 79% Employed full time 88% C 85% 76% Employed part time 4% 7% 3% Not currently employed 0% 1% 1% Homemaker 3% 2% 4% Retired 6% 6% 17% AB Divorced or separated 4% 5% 2% Widowed 0% 0% 1% AVERAGE INCOME $158,840 $175,340 A $184,220 A Q34. When, if ever, did you visit Vail for a winter ski vacation? Q40. Marital Status Q41. Children Q42. Employment Demographics 133 ACTIVE PROFESSIONALS [A] DYNAMIC FAMILIES [B] SUPER BOOMERS [C] VAIL SKIERS % Visited Vail last ski season 25% BC 11% 11% CENSUS REGION Mountain 31% 26% 23% Pacific 17% 15% 22% West South Central 14% 18% 16% East North Central 11% 15% 13% West North Central 8% 11% 11% South Atlantic 9% 7% 10% Middle Atlantic 4% 5% 2% New England 5% 2% 1% East South Central 0% 1% 1% Q34. When, if ever, did you visit Vail for a winter ski vacation? Q40. Marital Status Q41. Children Q42. Employment