HomeMy WebLinkAbout05. VLMD Group Sales Update, February 2018
97 Main Street, Suite E-201, Edwards, CO 81632
VailValleyPartnership.com
To: Vail Local Marketing District Advisory Council
From: Chris Romer, Vail Valley Partnership
Re: February 2018 Group Sales Dashboard
Key Performance Indicators:
New leads generated: 27 YTD leads generated: 38
Groups booked YTD: 7 Room nights in system: 42,017
Leads in system: 49 Future Pipeline: +7%
Room Nights on-the-books (current year): +64%
Room Nights on-the-books (all years): -21%
ROI: $21.76 generated per $1 invested ($1.18 direct return to Town of Vail in sales and
lodging tax for every $1 invested in group sales –2018 only, no future years included)
What’s Next (March):
Incentive Live Tradeshow – Las Vegas – March 10-14, 2018
CO “Best Of” Event – Denver – March 12, 2018
MIC Annual Convention – Denver – March 14-15, 2018
VVP Client Event – Houston Rodeo – March 15, 2018
Executive Summary:
New measurements: ROI and Direct Return (for current year only – future years not included in
calculations). ROI = Group Revenue ($16,460,922) / VLMD investment ($756,375).
Direct return = total spend x 0.054 (4.4% sales tax plus 1.4% lodging tax) generated by VVP
generated groups. Future years on the books is down primarily due to the loss of two repeat
programs (Colorado Municipal League and Future Business Leaders of America) and the large
increase in 2018 business.
VVP exhibited at 1 meeting industry
tradeshows:
74 Meeting Planner Attendees
35 One-on-one Sales Appointments
VVP hosted 0 sites and 1 FAM tour to
drive group business to Vail
8 Meeting Planner Attendees
VVP hosted 0 client events in February
VVP exhibited at 3 meeting industry
tradeshows:
2,302 Meeting Planner Attendees
191 One-on-one Sales Appointments
VVP hosted 0 site and 1 FAM tours to
drive group business to Vail
8 Meeting Planner Attendees
VVP hosted 0 client events