HomeMy WebLinkAbout03. VLMDAC November Meeting Presentation DRAFTVLMDAC BOARD MEETING
NOVEMBER 15, 2018
AGENDA /
•SEPTEMBER & OCTOBER 2018 MONTHLY FINANCIAL REPORT, CARLIE SMITH
•APPROVAL OF SEPTEMBER 20, 2018 MINUTES, BOARD
•SUMMER 2018 PERFORMANCE, CACTUS, ALL PARTNERS
•RRC RESEARCH, CHRIS CARES, CACTUS
•BURKE BRAND RESEARCH, CACTUS
•BRAND ASSET SHOOT, SATCHELE BURNS, JACK AFFLECK
•COLORADO CLASSIC RECAP, SARAH FRANKE, VVF
•VAIL RESTAURANT WEEK, DENISE CHENG, ALISON WADEY, VCBA
•CSE FUNDING ALLOCATIONS, CSE
•OTHER BUSINESS
•ADJOURNMENT
SUMMER 2018 PERFORMANCE
In 2018, we initiated a major shift
in strategy. With YOY decreases in
the total marketing budget, we
recognized a need to make our
dollars work harder to meet and
exceed our goals.
STRATEGIC SHIFT 2 0 1 8 O V E R V I E W
We honed in on a focused
audience-specific messaging and
targeting approach. Each partner
took this charge and implemented
this focus across the various
components of the 2018 campaign.
QUALITY OVER
QUANTITY
2 0 1 8 O V E R V I E W
Paid, owned, and earned media efforts combined a multitude of
tactics that have all laddered up to our goals and objectives for the
2018 season.
SUMMER 2018
ECOSYSTEM
C A M P A I G N O V E R V I E W
E A R N E D
Digital Video
Influencer
Paid Social
TV
P A I D O W N E D
Website
Email
Organic Social
Traditional PR
Online PR
Groups
Potential reach has continued to
progress our awareness efforts as
we shift towards an engagement -
centric strategy.
EARNED MEDIA
APPROACH
2 0 1 8 O V E R V I E W
Earned efforts were an essential tool in garnering potential reach as our
strategy shifted towards engagements.
POTENTIAL CAMPAIGN
REACH
E A R N E D O V E R V I E W
P R I N T : 2 M O N L I N E : 6 8 7 .5 M
While potential reach is a key indicator of our PR efforts, the messages
that we develop will continue to deliver on our strategic focus.
PUBLIC RELATIONS E A R N E D O V E R V I E W
+42% increase in Outdoor messages in
2018.
+26% increase in Event messages in
2018.
Ongoing efforts to develop compelling,
family and teen oriented stories for 2019.
Our PR efforts in Mexico and Panama continue to raise Vail’s profile
internationally and create distinction from other resorts in our competitive
set.
INTERNATIONAL PUBLIC
RELATIONS
E A R N E D O V E R V I E W
163 Online
articles.
38 Print
articles.
173% ROI on
media.
“Summer is cheap compared
to winter rates.”
“Vail is a health and wellness
travel solution.”
“The safety within Vail is a
commodity.”
Group efforts are continuously working towards our seasonal goals, with
significant increases in group visitation during peak and fall timeframes.
GROUPS E A R N E D O V E R V I E W
Room Nights
Consumed
2018 2017 2016
May 117 406 467
June 3974 1055 2725
July 3245 1321 1215
August 1862 207 434
September 1318 823 939
October 3169 2284 673
With a quality over quantity focus, we are approaching the group RFP
process with a more focused, targeted approach. Through partnership
with Cvent, we are able to leverage advanced targeting to identify,
attract, and re-target planners directly to properties.
GROUPS E A R N E D O V E R V I E W
44% Retargeted video view rate –
highest view rate seen on the
Cvent platform.
Departure from the impressions-
focused strategy of years past to
instead drive meaningful
engagement.
PAID MEDIA
APPROACH
2 0 1 8 O V E R V I E W
Paid media efforts, led by Cactus and SITE Marketing, have utilized a
variety of high quality and targeted tactics to truly engage our key
audiences.
PAID MEDIA
ECOSYSTEM
P A I D O V E R V I E W
T R A D I T I O N A L
Digital Video TV
D I G I T A L
Influencer
Streaming Radio
Social Media
Mobile Artificial Intelligence
PAID MEDIA
EXAMPLES
P A I D O V E R V I E W
While our 2018
strategy shifted the
importance from
impressions to
meaningful
engagement, we
wanted to ensure that
we were not
abandoning our reach
and awareness efforts
in the paid and owned
space.
CAMPAIGN
IMPRESSIONS
41%
16%
10%
2%
16%
8%
7%
Digital Video Paid Social Streaming Audio
Paid Influencer Traditional Email
PA I D : 91M
P A I D O V E R V I E W
Our strategic response to a decreasing YOY budget has been to prioritize
the quality of our paid efforts over quantifiable reach. With this strategy in
place, paid impressions have decreased YOY.
PAID MEDIA
IMPRESSIONS
2018 2017 2016 % Change
(2017-2018)
Digital 34.6M 44.9M 61.9M -23%
Traditional 26.4M 34M 35.1M -22%
P A I D O V E R V I E W
YOY DIGITAL MEDIA PERFORMANCE
2018
2017
2016
Overall Digital Video 88% 78% 75%
Cross-Platform Video 86% 79% 75%
Connected TV Video 98% 96.5% n/a
Paid Social Video VCR 85% 75% 14%
Paid Social Video CTR 0.2% 0.02% 0.2%
Streaming Audio CTR 0.3% 0.19% 0.35%
The renewed focus for the 2018 campaign has been rewarded with
performance above benchmarks across the digital media landscape.
P A I D O V E R V I E W
INFLUENCER PROGRAM
In 2018, we partnered with the Obviously
platform to bring 7 influencers to Vail,
garnering $37,887 in estimated media value.
P A I D O V E R V I E W
O B J E C T I V E S :
#1
#2
Drive awareness of summer in
Vail.
Acquiring authentic assets and
footage, particularly of the families with
teens audience.
INFLUENCER PROGRAM RESULTS
The influencer campaign performed above industry benchmarks for the
Hospitality space and delivered 859,693 impressions.
P A I D O V E R V I E W
R E S U L T S :
36% Larger audience than avg., at 48,687.
198% Over performance on industry estimated
media value, at $1,357.
85% Greater avg. engagement rate, at 3.1%.
TRADITIONAL MEDIA OVERVIEW
The shift from impressions to engagement in the traditional space
eliminated tactics like OOH and print from the 2018 campaign, in favor of
primetime sports TV that reached our target audiences where and when
they were mostly likely to watch.
P A I D O V E R V I E W
Shifts in the 2018 approach mean
there are no existing, relevant
benchmarks for comparison.
OWNED MEDIA
APPROACH
2 0 1 8 O V E R V I E W
Owned media efforts, led Vail Mountain Marketing, work to inspire and
support travel for those who are most likely to visit Vail in the summer
timeframe.
OWNED MEDIA
ECOSYSTEM
O W N E D O V E R V I E W
W E B S I T E
Facebook Vail.com
OW NED SOCIAL
Scheduled Blasts
Instagram
E M A I L
OWNED MEDIA CREATIVE
EXAMPLES
O W N E D O V E R V I E W
Email and organic social were nearly equal drivers of owned impression
delivery.
OWNED IMPRESSIONS
53%
47%
Email Organic Social
O W N E D : 7 .9 M
O W N E D O V E R V I E W
Email efforts were shifted in the 2018 season to target our core
audiences at the times in which they were most likely to be inspired by a
trip to Vail.
EMAIL PERFORMANCE O W N E D O V E R V I E W
+7.7% More emails delivered to impact summer
travel YOY.
+4.4% Increase in click volume YOY, while also
delivering +7% increase in send volume.
June
19th Families with Teens email test performed
above industry benchmarks across
metrics.
Organic social efforts used a content-driven approach to speak directly
to, and engage with, our core audiences.
ORGANIC SOCIAL
PERFORMANCE
O W N E D O V E R V I E W
106K Engaged users.
3.6M Reached users.
3.7M Organic impressions, up +3% YOY.
Summer site performance reflects that while less traffic is coming to the
site, consumers visiting the site are of higher quality and more likely to
convert.
WEBSITE PERFORMANCE O W N E D O V E R V I E W
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
5/15/85/155/225/296/56/126/196/267/37/107/177/247/318/78/148/218/289/49/119/189/25Summer 2017 Summer 2018
-23% Site visitation
+43% Orders per
visit
In reviewing the seasonal goals for
the VLMD, we are seeing success.
SEASONAL RESULTS 2 0 1 8 O V E R V I E W
RESULTS / TAX
REVENUE
2018O V E R V I E W
2018 2017 2016 % Change
(2017-2018)
Sales Tax $6,742,977 $6,129,055 $5,876,142 +10%
Lodging
Tax
$699,150 $615,023 $537,602 +14%
Sales and lodging tax revenues have experienced significant YOY
increases.
RESULTS /
OCCUPANCY
2018O V E R V I E W
Month 2018 2017 2016
May 26.2% 25.0% 24%
June 57.6% 53.4% 54%
July 63.8% 70.9% 69%
August 59.1% 58.6% 60%
September 45.6% 50.7% 52%
October 29.9% 34.3% 34%
TOTAL 47.0% 48.8% 49%
Monthly occupancy rates demonstrate a strong increase in early season
occupancy. Seasonal rates remain relatively flat YOY.
RESULTS / AVERAGE DAILY
RATE
2018O V E R V I E W
While occupancy remains flat, ADR increases across the season
demonstrate the dynamic of the relational metrics.
Month 2018 2017 2016
May $176 $192 $151
June $231 $226 $206
July $291 $279 $263
August $275 $260 $255
September $226 $220 $206
October $185 $184 $172
TOTAL $245 $239 $222
2019 MARKETING TIMELINE /
2018 2019
September October November December January February March April
-9/18: Town
Council
Presentation
-9/20: VLMD
monthly
meeting
-Finalize Goals based on 2018 results
-Continue to refine budget based on year-end
results
-Review and apply insights from YOY results
and research
-Develop specific objectives & tactical plans
for how we will reach our goals
-Present
media
strategy
-Develop &
update
brand
creative for
2019 season
-Present
creative &
begin
production
-Present
detailed
media plan
-Final
production
and
trafficking
-Creative in-
market
according to
tactical plan
2018 RRC INTERCEPT STUDY
RESULTS:
Vail Summer 2018
Intercept and Web Survey
Selected Findings
Prepared by:
November 15, 2018
36
OVERVIEW OF THE 2018 RESEARCH PROGRAM
Vail Summer 2018 Survey | RRC Associates | 11/15/18
The following slides represent an overview of survey results obtained over
summer 2018. The findings to follow provide a summary of selected results
and key findings. Additional crosstabulations, open -ended comments, and
further analyses are available upon request.
The primary component of the 2018 Survey Research program consisted of
an Intercept Survey conducted in various locations in Vail by RRC -trained
interviewers. Additionally, a Web Follow-up Survey was sent to participants
that were willing to provide their email addresses at the time of the intercept
interview. A version of the web-based survey was also sent to Vail App users
and selected results from that survey are included in the 2018 analysis.
37
OVERVIEW OF THE 2018 RESEARCH PROGRAM
Vail Summer 2018 Survey | RRC Associates | 11/15/18
Results from the summer 2018 research are based on 1,370 responses
obtained through September 30. The Web Follow-up and Vail App Survey
segment of the analysis include approximately 420 responses. Note that on
these surveys the number of respondents varies by question.
The survey research is designed to permit comparisons year over year. The
Intercept Survey remained largely unchanged this year. The 2018 Web
Follow-up Survey contained a number of new questions. Comparative
graphs for the past two years are provided for questions that did not change.
New questions will show with only 2018 results.
38
SUMMER OCCUPANCY - MAY THROUGH SEPTEMBER
Vail Summer 2018 Survey | RRC Associates | 11/15/18
•Visitation was strong in May and June, but relatively weak in July when
compared to record summer 2017 results. Overall occupancy was flat measured
May through July (down 0.7%). More specifically, based on DestiMetrics’
occupancy data, results showed:
•Up about 5.8% in May from 2017,
•Up 8.8% in June,
•Down 9.4% in July,
•Up 1.6% In August,
•Down 9.7% in September.
•The daily results are summarized graphically on the following slide.
39
2018 VS. 2017 SUMMER OCCUPANCY
Vail Summer 2018 Survey | RRC Associates | 11/15/18
40
PARKING COUNTS – MONTHLY DATA – MAY THROUGH SEPT.
Vail Summer 2018 Survey | RRC Associates | 11/15/18
41
KEY TAKEAWAYS FROM THE SUMMER 2018 RESEARCH
Vail Summer 2018 Survey | RRC Associates | 11/15/18
•Survey results suggest that destination visitors were up and day visitors down in 2018 .
•The geographic origins of summer visitors remain similar to those observed in past years.
Overall, international visitation was strong in 2018 with slightly increased visitation from
Mexico.
•Net Promoter Scores (NPS) are strong but down slightly from 2017. Scores have ranged from
81% in 2018, 83% in 2017, and 80% in 2016.
•Approximately 30% of respondents are on their first visit to Vail. This virtually unchanged from
2017.
•The 2018 survey contained new questions designed to evaluate family/children
responsiveness to Vail programs. These results have been probed and shared separately.
A Selection of Intercept Survey Results
43
VISITOR TYPE
Vail Summer 2018 Survey | RRC Associates | 11/15/18
44
AGE / GENDER
Vail Summer 2018 Survey | RRC Associates | 11/15/18
45
STATE OF ORIGIN
Vail Summer 2018 Survey | RRC Associates | 11/15/18
46
STATE OF ORIGIN (COLORADO EXCLUDED)
Vail Summer 2018 Survey | RRC Associates | 11/15/18
47
LODGING ACCOMMODATION LOCATION
Vail Summer 2018 Survey | RRC Associates | 11/15/18
48
ACCOMMODATIONS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
49
PREVIOUS VISITATION
Vail Summer 2018 Survey | RRC Associates | 11/15/18
50
LIKELIHOOD TO RECOMMEND
Vail Summer 2018 Survey | RRC Associates | 11/15/18
51
NET PROMOTER SCORE
Vail Summer 2018 Survey | RRC Associates | 11/15/18
NPS: 83% NPS: 81%
52
DID YOU ARRIVE IN A VEHICLE?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
53
EPIC DISCOVERY
Vail Summer 2018 Survey | RRC Associates | 11/15/18
A Selection of Web Follow-up and
Vail App Survey Results
55
REASONS FOR VISIT
Vail Summer 2018 Survey | RRC Associates | 11/15/18
56
DESIRED EXPERIENCES
Vail Summer 2018 Survey | RRC Associates | 11/15/18
57
DESIRED EXPERIENCES – 2018 BY GEOGRAPHY
Vail Summer 2018 Survey | RRC Associates | 11/15/18
58
WHO DID YOU TRAVEL WITH?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
59
ACTIVITY PARTICIPATION
Vail Summer 2018 Survey | RRC Associates | 11/15/18
60
CHILDREN/TEEN ACTIVITIES
Vail Summer 2018 Survey | RRC Associates | 11/15/18
61
FAMILY SATISFACTION RATINGS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
62
CHILDREN’S INTEREST AND IMPACT
Vail Summer 2018 Survey | RRC Associates | 11/15/18
63 Vail Summer 2018 Survey | RRC Associates | 11/15/18
Vail is considering initiating more activities for children 13 to
17 that might be offered independent of parent participation.
Do you have comments or suggestions for such programs?
A sampling of verbatim open-ended comments
Biking groups I think hiking with a
mission or purpose will
work. Also, teaching them
Valley history and learning
will be ideal.
Since we actually enjoy hanging out
together, it would be cool to have
activities that are family oriented
too, and not just 'independent'
Not interested. This is a family
vacation. We are supposed to be
together.
That would be great.
Get the in like age
groups together. Few evening
activities for teens
Campfires
Astronomy
Painting/Art
64
TYPE OF ACCOMMODATIONS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
65
HOW DID YOU BOOK?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
66
BOOKING LEAD TIME
Vail Summer 2018 Survey | RRC Associates | 11/15/18
67
INFORMATION SOURCES
Vail Summer 2018 Survey | RRC Associates | 11/15/18
68
IMPORTANCE OF SOCIAL MEDIA
Vail Summer 2018 Survey | RRC Associates | 11/15/18
69
VAIL APP USAGE
Vail Summer 2018 Survey | RRC Associates | 11/15/18
70
WHERE ELSE DID YOU VISIT?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
71
WHY DID YOU SELECT VAIL OVER OTHER
COMPARABLE DESTINATIONS?
A SAMPLING OF VERBATIM OPEN-ENDED COMMENTS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
Beautiful area,
recreation options,
walk around village
We love Vail and are
very comfortable with
all of the amenities
Frequent winter visitor,
never been in the
summer but have
wanted to go, heard of
progresses with epic
discovery and thought
now is as good of a time
as ever to go
Trick question. Nothing compares with Vail. Seriously,
there was no comparison because we visited for a
friend's wedding 2 years ago and loved our stay so much
we come back every year.
It is close by, has fine restaurants
and shops and great hiking in the
summer and skiing in the winter
easy to fly into,
walkable town so no
need to rent a car
Reputation
and proximity
to Denver
72
AGREE OR DISAGREE
Vail Summer 2018 Survey | RRC Associates | 11/15/18
73
SATISFACTION RATINGS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
74
SATISFACTION RATINGS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
75
DO YOU HAVE ANY SPECIFIC COMMENTS ON PARKING
IN VAIL?
WORD CLOUD
Vail Summer 2018 Survey | RRC Associates | 11/15/18
76 Vail Summer 2018 Survey | RRC Associates | 11/15/18
Parking Ratings: If you answered 3 or lower for any of the above,
please explain your response and how we could improve:
A sampling of verbatim open-ended comments
Don't charge for
overnight parking
Free parking off
site with shuttle
service
Parking can be somewhat hard based on where you plan to go in Vail. Lionshead is probably the most
recognizable but not as convenient as Vail village. Also not as easy to determine if parking is paid or free. I'd
recommend all summer parking is free like it used to be. I get paid parking in the winter, but for convenience
and customer experience I think it would be best for the summer parking to be free everywhere
Busy weekend made for full lots and street parking.
There are times when having to travel
through the village to get to the
mountain activities is annoying
Parking is
expensive and
difficult
77
ENVIRONMENTAL FRIENDLINESS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
78
AND HOW WOULD YOU DESCRIBE YOUR RECENT VAIL
VISIT?
WORD CLOUD
Vail Summer 2018 Survey | RRC Associates | 11/15/18
79
AND HOW WOULD YOU DESCRIBE YOUR RECENT VAIL
VISIT?
A SAMPLING OF VERBATIM OPEN-ENDED COMMENTS
Vail Summer 2018 Survey | RRC Associates | 11/15/18
Thanks for
keeping Vail
pristine and
clean!
Our vacation time is limited, thus we try and get as much out
of the experience as possible. Our family prefers to be active
but more importantly together. We feel that the best
memories are made when we all get to experience
something as a unit.
I had a great first
time in Vail, and
would love to
come back again!
Good mix of
fun and
relaxation
Very much enjoyed the outdoors
hiking shopping and restaurants
The restaurants in Vail are 5 star. We
love skiing and or hiking and then
going out to eat.
80
PREVIOUS WINTER VISITATION
Vail Summer 2018 Survey | RRC Associates | 11/15/18
81
LIKELIHOOD TO RETURN
Vail Summer 2018 Survey | RRC Associates | 11/15/18
Thank you!
Questions?
2017 BURKE RESEARCH FUNNELS
With the shift to demographic persona targeting in 2018, we needed to
develop a benchmark for the refined 2019 Burke Brand Research study.
We worked with Burke to re-establish the baseline funnel metrics from
the 2017 research, setting the following criteria from the existing sample:
FUNNEL METRICS R E S E A R C H
#1 Destination Families with Teens (excluding CO residents &
those with HHI under $100K)
#2 Super Boomers (ages 55+, excluding those with HHI under
$100K)
#3 Front Range Residents (all CO residents, excluding those with
HHI under $100K)
SEASONAL ASSET SHARE-OUT
2019 ASSET CAPTURE B R A N D A S S E T S
With Cactus creative direction, Deadline Motion and Jack Affleck shot 7
scenarios that will all be featured in the 2019 “Rites of Passage” brand
spot. Rites of passage. Rituals.
Special ceremonies, to mark the transition to adulthood.
From the Arctic to the Andes, cultures from around the world challenge their young
men and women with feats of strength, courage and endurance.
To test their wit, resourcefulness and reverence for nature.
To prove themselves, physically, emotionally, mentally.
Here, in Vail, we carry on this tradition.
TITLE CARDS OVER VIDEO:
Challenge.
Challenge. Like Nothing on Earth.
VAIL. Like Nothing on Earth.
2019 ASSET CAPTURE B R A N D A S S E T S
Hold for Satchele’s highlight reel.
2019 ASSET CAPTURE B R A N D A S S E T S
Hold for Jack’s selects
COLORADO CLASSIC RECAP
Professional cycling returns to the streets of Vail
COLORADO CLASSIC
VAIL
19,440 FANS
ATTENDED OVER 2 DAYS
15 MEN’S TEAMS
15 WOMEN’S TEAMS
174 TOTAL RACERS
20+ COUNTRIES REPRESENTED
4 TOUR DE FRANCE RIDERS
COLORADO CLASSIC VAIL
HIGHLIGHTS
86 NET PROMOTER SCORE
(by those that came for the event)
$2.8M ESTIMATED
ECONOMIC IMPACT
1.05M IMPRESSIONS
from :30 PSA SPOTS on KUSA/KTVD
with 9News Highlights on 8/15, 16 and 17
219K TOTAL LIVE STREAM VIEWS 4.1M IMPRESSIONS
via Digital and Social Media
WORLDWIDE
MEDIA COVERAGE
200+ Million Households Worldwide
250 Countries
3M HOUSEHOLDS
10 REGIONAL STATES
4 HOURS LIVE COVERAGE
200M HOUSEHOLDS
2.5M UNIQUE VIEWERS
5.5K UNIQUE USERS
54K LIVE STREAM
VIEWS
COLORADO
CLASSIC
VAIL
WINS
MEDIA COVERAGE
MEN’S AND WOMEN’S
PROFESSIONAL CYCLING IN VAIL
ECONOMIC IMPACT
AREAS TO IMPROVE
RACE ATTENDANCE
EASE OF ACCESS
COMMUNICATION
CONNECTION TO GRFA
PERFORMANCES
COLLABORATION WITH
PARTNERS
INDEX/RESOURCES
WEBSITE: coloradoclassic.com
TOUR TRACKER COVERAGE:
coloradoclassic.com/tour-tracker-live
FACEBOOK: ColoradoClassicPro
TWITTER: @CoClassicPro
INSTAGRAM: @coloradoclassicpro
THANK YOU!
VAIL RESTAURANT WEEK
2019 MARKETING PLAN AND BUDGET
•NEW FOR 2019:
–Addition of Spring Restaurant Week, May /June 2019. Looking to target
Memorial Day Weekend activation. Working through collaboration with Beaver
Creek but able to move forward with a Vail -only Restaurant Week if needed.
–Would look to VLMDAC marketing to help promote spring event to the Front
Range to help alleviate budget constraints for the event.
•EXECUTION DATES:
–Start running weekly ads in print, online and TV after Labor Day in Denver, TX,
IL, FL and Vail Markets
–2 weeks prior increase exposure significantly
–Postcard mailing to second home owners in Texas, Denver, Florida 2.5 months
prior
–Bus ads all summer
2018 HIGHLIGHTS
2018 HIGHLIGHT OVERVIEW
WE ARE SO EXCITED ABOUT THIS YEAR’S RESTAURANT WEEK, HOWEVER
BECAUSE THE EVENT HAS NOT STARTED, WE HAVEN’T BEEN ABLE TO COLLE CT
DATA ON THE RESULTS OF THE EVENT. HERE ARE SOME HIGHLIGHTS LEADING
UP TO THE EVENT…
–Overall participation efforts increased and exceeded expectations again for the
6th year. Participating restaurants and lodges returned to offer specials of either
equal or greater value in comparison to 2017, with a handful of participants
completely adjusting their menu to offer all main courses at $20.18.
–With the goal of this ten day event set to drive added value and reason for guests
to come to Vail in late September/early October and extend the season; we are
thrilled to see increasing engagement on our website traffic from the Front
Range.
–With local help and support of our participants and hosting communities, the
return of Restaurant Week this year has generated a buzz about our great Vail
Dining Scene that continues to increase year after year.
–We did not have a lot of time or resources to prepare for Restaurant Week this
year but have successfully promoted the event this year
2018 HIGHLIGHTS
•VAIL RESTAURANTS: 45 (GREATER THAN TO LAST YEAR’S PARTICIPATION)
•WE HAVE RECEIVED NUMEROUS OUT OF STATE CALLS AND FACEBOOK
MESSAGES INQUIRING ABOUT RESTAURANT WEEK RECOMMENDATIONS
THIS YEAR.
•SOCIAL MEDIA ENGAGEMENT IS GROWING IN THE FRONT RANGE, WITH
INTEREST SHOWN FROM OUT OF STATE AS WELL.
•PRE-EVENT PRESS: COLORADO.COM; TV8, VAIL BEAVER CREEK MAGAZINE,
VAIL DAILY 8/15
•MENTIONS IN VAIL BEAVER CREEK MAGAZINE, COLORADO.COM
•ARTICLE WRITTEN IN VAIL DAILY ON DURING COLORADO CLASSIC, START
OF RESTAURANT WEEK, VAIL WEEKLY
2018 TOP LINE MARKETING EFFORTS
•WEBSITE: DININGATALTITUDE.COM AND FACEBOOK, INSTAGRAM, TWITTER
POSTS
•DIGITAL: 5280, WESTWORD, DENVER ONLINE DISPLAY, FACEBOOK, TWITTER,
INSTAGRAM, EVERYTHINGVAIL.COM, COLORADO.COM
•PRINT: VAIL DAILY, VAIL WEEKLY AND SUMMIT DAILY, ASPEN DAILY
•TV: 6-9 INTERVIEWS SCHEDULED ON TV8 MOST PRIOR TO RESTAURANT WEEK
•EVENT PRESS RELEASES: 8/27/2018 WITH AN ADDITIONAL PRESS RELEASES
WEEK PRIOR EVENT AND WEEK OF
•ADDITIONAL COVERAGE: VAIL, BEAVER CREEK, VVF AND VVP WEBSITES,
INCREASED COVERAGE AMONG PARTICIPANT WEBSITES AND SOCIAL MEDIA
PAGES, LOCAL BLOGS, VAIL/BEAVER CREEK MAGAZINE AND THE VAIL WEEK LY
•OPEN TABLE PARTNERSHIP WHO WILL SEND AN EBLAST TO ALL THEIR
SUBSCRIBERS
2018 HIGHLIGHT OVERVIEW
TOP AREAS VISITING DININGATALTITUDE.COM
RESTAURANT WEEK DIGITAL BANNERS + EMAIL
CSE FUNDING ALLOCATIONS
2019 Special Event Allocations-Strategic Overview
Commission on Special Events
November 6, 2018
COMMISSION ON SPECIAL EVENTS
Barry Davis
Chair, Commission on Special Events
Mark Gordon
Vice Chair, Commission on Special Events
Samantha Biszantz
Rayla Kundolf
Marco Valenti
Alison Wadey
Kim Newbury-Rediker
109 Town of Vail | Commission on Special Events | 11/6/2018
2018 CSE Successes
•Based on independent third-party survey data, the 2018 to date total direct economic
impact is $15,378,495.75 million on an investment of $453,000 for the CRC and EE
categoreis. (15 events surveyed thus far)
•That’s an average of $33.95 payback ratio per funding dollar.
•Diverse board with representation from: lodging, real estate, retail, restaurant and chamber
offers varied view points and experiential perspectives.
110
Town of Vail | Commission on Special Events | 11/8/2018
2019 Newly Funded Events - Community, Recreation & Cultural Events
111 Town of Vail | Commission on Special Events | 11/8/2018
Vail Craft Beer Classic & Rocky Mountain Burger Battle
Funded: $70,000
Dates: 6/23 - 6/25
Event Description:
•Team Player Productions proposed new event Rocky Mountain Burger Battle to be combined with their 3 rd annual Vail
Craft Beer Classic
•Date change in 2019 to create separation from GoPro Mountain Games and competitor events
Apres Vu
Funded: $45,000
Dates: 3/22 – 3/24
Event Description:
•To bring world class music and activities to Vail that will attract a mix of young professionals and dynamic families.
Music will connect with a broad range of guests from age 18 to 40.
•Two nights of world class live music at Ford Park, a Saturday afternoon event on Vail Mountain that is anchored around
an event at the base of the Black Forest Ski Race course where a
costume ski race will be taking place and a Sunday morning brunch.
2018 Newly Funded Events – CRC Continued…
112 Town of Vail | Commission on Special Events | 11/8/2018
10th Mountain Parade
Funded: $24,000
Dates: Three to four events on Fridays beginning January 3 through President’s Weekend
Event Description:
•Torchlight ski down parade on Friday evenings beginning at 6:30pm. Skiers will be dressed in 10th Mountain
Division costumes skiing Pepi’s Face and finishing in the Gondola 1 skier yard.
•Ski down will be accompanied with announcers, videos, celebration at the Expriss Lift House, and finish with a
parade to the 10th Mountain statue in Slifer Square.
2019 Vail Skating Festival
Funded: $20,000
Dates: 12/13 – 12/15
Event Description:
•Includes two free skating shows at Arrabelle and Solaris ice rinks
•The Ice Spectacular at Dobson Ice Arena will include performances by Olympic and National champions.
2018 Newly Funded Events – CRC Continued…
113 Town of Vail | Commission on Special Events | 11/6/2018
Family Après Ski at Lionshead -Vail
Funded: $13,290
Dates: Four to five Saturdays beginning 12/22
Event Description:
•Similar to the summer Vail Family Fun Fest, this new event will be free and take place at the Arrabelle on Saturdays
from 3:30pm – 5:30pm
•This event is targeted to our guests and families as they come off the mountain. There will be kids parades, costumes,
storytelling, and more for families to enjoy
Roundup River Ranch – Superhero Ski Day
Funded: $2,500
Dates: 3/9
Event Description:
•Superhero Ski Day raises awareness for Roundup River Ranch, uniting the many people touched by a child with a
serious illness.
•Individuals and groups compete to raise funds through social media, email and
traditional peer to peer fundraising methods.
2018 Newly Funded Events – CRC Continued…
114 Town of Vail | Commission on Special Events | 11/7/2017
Vail Film Festival
Funded: $18,000
Dates: 8/23 – 8/25
Event Description:
•The Vail Film Festival returns in 2019 shifting from their usual April dates to the need time of late August
$20.19 Vail-Beaver Creek Restaurant Week
Funded: $15,000
Dates: 5/24 and 9/27
Event Description:
•Vail Chamber and Business Association took over operations of the event in 2018 and will continue to run the
event in 2019
•New in 2019 is the addition of a second week long restaurant week over Memorial Day Weekend
2018 Newly Funded Events – Education & Enrichment
115 Town of Vail | Commission on Special Events | 11/6/2018
CampSight: An Innovation + Marketing Unconference
Funded: $10,000
Dates: 4/10 – 4/12
Event Description:
•CampSight is an innovation and marketing camp for outdoor -inspired brands, visionaries and storytellers. It's an
"unconference" designed to get people out of the box and into the community
•Attendees get connected with each other on the slopes, in the local coffee shops and at the local restaurants and bars
•They are inspired through high-level sessions, keynote talks and workshops and l earn new skills to drive results through
hands-on, highly interactive workshops, coffee meetups and outdoor activities
Global Solutions Forum
Funded: $5,000
Dates: 10/16 – 10/18
Event Description:
•Inspires high school students through field studies in ethical leadership through partnerships
with NGO’s and non-profits working in conditions of poverty
2018 Newly Funded Events – EE Continued…
116 Town of Vail | Commission on Special Events | 11/6/2018
Alpine Journeys: Through the Lens (Colorado Ski Museum)
Funded: $5,000
Dates: Begins 12/20 with programming on numerous dates through April
Event Description:
•Presentations and films include Chris Anthony, Abandoned ski documentary, Dr. Jon Kedroski, and the
opening of the Warren Miller exhibit.
Project Funway
Funded: $4,000
Dates: 2/9
Event Description:
•This unconventional fashion event challenges amateur designers to create unique garments out of anything
but fabric and send them down a runway to be critiqued by expert judges. The challenge is to raise funds for
E•ƒ(ec).
2018 Newly Funded Events – EE Continued…
117 Town of Vail | Commission on Special Events | 11/6/2018
Eagle River Valley Prevention and Family Education (Eagle River Youth Coalition)
Funded: $2,500
Dates: Numerous programs between 1/1 and 12/31
Event Description:
•The event will support youth prevention education, collaboration, family education, and early
intervention services to benefit the lives of Town of Vail residents.
•The Eagle River Youth Coalition works with all schools, youth-service providers, mental health
providers, local businesses, and law enforcement to ensure that youth needs are met.
Looking Ahead: 2018 Strategies & Actions
•Review existing event scorecard criteria and event categories for RFP process
•Encourage evolution of successful existing events
•Address areas for improvement with event producers
•Identify additional event needs at the right time
•Remain mindful of event attendance volumes
•Continue commitment to fund independent, 3rd party
surveys for designated events
.
118 Town of Vail | Commission on Special Events | 11/7/2017
QUESTIONS? THANK YOU
APPENDIX
CAMPAIGN AT A GLANCE S E A S O N A L O V E R V I E W
2018 2017 2016
Total Occupancy 47.0% 48.80% 49.00%
Sales Tax Revenue $6,742,977 $6,129,055 $5,876,142
Lodging Tax Revenue $699,150 $615,023 $537,602
Average Daily Rate $245 $239 $222
Paid Media Budget $1,024,359 $1,197,348 $1,020,935
Paid Media
Impressions Delivered 61M 79M 97M
The strategic shift from impressions delivery to engagement has not had a
sizable impact on the total occupancy rate for summer. The focused
approach has shown a positive relationship to the quality of visitor, with
increases in sales & lodging taxes and seasonal ADR in 2018.
TOTAL MEDIA IMPRESSIONS &
OCCUPANCY
M E D I A O V E R V I E W
2018
2017
2016
Paid Media
Impressions
Delivered
61M 79M 97M
Total Occupancy 47.0% 48.8% 49.0%
TOTAL MEDIA IMPRESSIONS & SPEND BY
DESTINATION
M E D I A O V E R V I E W
0 20,000,000 40,000,000
TOTAL IMPRESSIONS
$0 $200,000 $400,000 $600,000 $800,000
TOTAL SPEND
Destination Front Range
YOY DIGITAL IMPRESSIONS BY TACTIC /
2018
2017
2016
Video Purchased 18.2M 17M 4.3M
Streaming Audio
Purchased 5M 3.2M 5.1M
Display Purchased n/a 13M 52M
YOY TRADITIONAL IMPRESSIONS BY TACTIC /
2018
2017
2016
TV Impressions
(Destination) 8.2M 16.9M 13.6M
TV Impressions
(Front Range) 18.2M 14.7M 13.7M
OOH (Destination) n/a 7.8M 7.8M
OOH (Front Range) n/a 7.9M 7.7M
National Print n/a 604,000 3.4M
Front Range Print n/a 1.8M 4.4M
YOY PERFORMANCE / DIGITAL MEDIA
Overall
Digital
Video
Cross-
platform
Video
Connected
TV
Video
Paid Social
Video
VCR
Paid Social
Video
CTR
Streaming
Audio
CTR
2018 88% VCR 86% VCR 98% VCR 85.2% VCR 0.18% CTR 0.30% CTR*
2017 78% VCR 79% VCR 96.5% VCR 75.3% VCR 0.02% CTR 0.19% CTR
2016 75% VCR 75% VCR n/a 14.1% VCR 0.2% CTR 0.35% CTR
YOY DIGITAL IMPRESSIONS BY TACTIC /
2018
2017
2016
Video Purchased 18.2M 17M 4.3M
Streaming Audio
Purchased 5M 3.2M 5.1M
Display Purchased n/a 13M 52M
YOY TRADITIONAL IMPRESSIONS BY TACTIC /
2018
2017
2016
TV Impressions
(Destination) 8.2M 16.9M 13.6M
TV Impressions
(Front Range) 18.2M 14.7M 13.7M
National Print n/a 604,000 3.4M
Front Range Print n/a 1.8M 4.4M
PUBLIC RELATIONS / CLIP TOTALS COMPARED TO COMP SET
Year-to-date totals include:
•Aspen 451
•Breckenridge 471
•Park City 98
•Steamboat 121
•Vail 897
PUBLIC RELATIONS / YTD MEDIA/UNPAID INFLUENCER VISITS
Nearly 50 media & unpaid influencer visits during the summer season.
CREATIVE OVERVIEW /
VIDEO /
VIDEO /
EVENT VIDEO / :15 CULTURE
EVENT VIDEO / :15 CULINARY
SOCIAL VIDEOS / :08 PARENT
SOCIAL VIDEOS / :08 TEEN
VIDEO /
MEDIA DETAIL /
2018 DIGITAL IMPRESSION DELIVERY /
Digital Video
74%
Social
24%
Influencer*
2%
DIGITAL MEDIA SUMMARY / SOCIAL MEDIA
Social Video is
exceeding the July 2017
VCR performance
by +13%
:08 Instagram Stories
completed with a 0.25%
CTR to destination
Families and Teenagers–
5x the video benchmark
DIGITAL IMPRESSIONS BY TACTIC YOY /
2018 2017 2016
Video Purchased 18.2M 17M 4.3M
Video Delivered through
July 104%* 61% 46%
Streaming Audio
Purchased 5M 3.2M 5.1M
Streaming Audio
Delivered through July n/a n/a 73%
Display Purchased n/a 13M 52M
Display Delivered
through July n/a 86% 85%
* At 104% Digital Video delivery for 2018 because we’ve already received 600K+ added value video impressions
PAID MEDIA ECOSYSTEM /
Mobile Artificial
Intelligence
Social Media
Influencer
TV Streaming
Radio
Digital Video
TV / DESTINATION & FRONT RANGE
Advanced TV
•Set box analysis of mountain travel consumer informs
these buys to focus programming on homes with highest
concentration of our targets
•Advanced Zone cable now includes Satellite (Direct
TV/Dish) providing 74%-80% reach to targets
Addressable TV
•43% of Teen homes have Cable TV
•45% of Teen homes with a HHI of $100k+ have Cable TV
•These higher income homes are more likely to watch
video on demand (VOD) – Index 165
•80% of Addressable TV is delivered within VOD/ Most
VOD commercials are non skippable
Live Action Sports
•Gain rapid early reach
•Index 130 – 200+ against target personas
•Alignment with well established sporting events/brands
TV/ DALLAS & CHICAGO DYNAMIC FAMILIES WITH KIDS 13-17
June Oct July Aug Sept May April
Live Action
Sports: FIFA
Soccer, Other
Soccer, NBA
Finals, Stanley
Cup Finals
Addressable
TV
May - June
Late April - July
Messages: Brand w/ nonstop or
connecting flight mention
TV/ DALLAS & CHICAGO SUPER BOOMERS
June Oct July Aug Sept May April
Live Action
Sports: US
Open, PGA,
British Open,
MLB, NFL
July - September
Messages: Fall w/ nonstop
or connecting flight mention
TV/ FRONT RANGE DYNAMIC FAMILIES WITH KIDS 13-17
June Oct July Aug Sept May April
Live Action
Sports: FIFA
Soccer, Other
Soccer, NBA
Finals, Stanley
Cup Finals
Addressable
TV
Advanced
Cable
May - June
Late May - August
Late May–
Early June August
Message: Brand
Message: Outdoor
Adventure
w/GoPro Mountain
Games
Message: Outdoor
Adventure
w/CO Classic
TV/ FRONT RANGE SUPER BOOMERS
June Oct July Aug Sept May April
Live Action
Sports: US
Open, PGA,
British Open,
MLB, NFL
Addressable
TV
July - September
Late May–
Early June June - August
Message: Fall
Message: Outdoor
Adventure
w/GoPro Mountain
Games
Message: Culture
w/Dance Fest/Bravo/Jazz;
Outdoor Adventure
w/CO Classic; Culinary
w/Gourmet on Gore
DIGITAL VIDEO
DIGITAL VIDEO / HULU
•Commercial-like format to extend our TV reach
•75% of all delivery is to “living rooms”
•Seamless cross-device delivery (TV, mobile,
desktop)
Dest. Families Front Range
DIGITAL VIDEO / YUME
•Partnerships with 1500+ premium and
lifestyle publishers (e.g., Golf Digest,
CNN, Bon Appetit, Fast Company, etc.)
•TV-like scale across digital screens
•Multi-device solution to engage targeted
audiences through video across all
screens
•Advanced audience segments powered
by demographic, behavioral and lifestyle
data
Dest. Families Super Boomers
DIGITAL VIDEO / YOUTUBE
•70% of teens spend 1+ hour per
day consuming video content on
their mobile devices
•Targeting keywords, channels and
categories where teens spend the
most time (e.g., Buzzfeed, NBA,
sports & outdoors, arts &
entertainment, etc.)
•Mirror keyword targeting from paid
search campaign
Dest. Teens
DIGITAL VIDEO / SPOTX
•Device agnostic technology allows us to
serve short-form video across desktop,
mobile/tablet, and connected TV
•Using demographic and lifestyle targeting
to reach teens across all screens
•Deliver content on sites where our teens
are spending the most time online (e.g.,
Spotify, Vevo, SlingTV, DirecTV Now, in-
app games, etc.)
Dest. Teens
STREAMING AUDIO
STREAMING AUDIO
•With 53% of our audience streaming weekly,
internet radio is a lifestyle
•The 50-to-64-year old age group spends more
time on their mobile phones than they do with
traditional radio
•We will meet our audience where they are
spending their time – on their digital devices
Super Boomers
MOBILE ARTIFICIAL INTELLIGENCE (AI)
MOBILE ARTIFICIAL INTELLIGENCE (AI)
•Target audiences based on what
they’re sharing, how they’re feeling
and where they’re going
•Reach users through conversations
and images they're posting on
social media
•Engage audiences in a relevant
and emotional way
•Leveraging keywords from the PPC
campaign to fuel targeting
Dest. Families Front Range
PAID SOCIAL
PAID SOCIAL / FACEBOOK + INSTAGRAM
•Leverage short-form video, carousel,
canvas and Instagram Stories
•Hyper-target the destination and
Front Range audiences through
demo, geo and interest targeting
Dest. Families Super Boomers Front Range
INFLUENCER
INFLUENCER / OBVIOUSLY
•Leverage their influencer marketing
platform to identify the most
influential brand ambassadors
•Create custom programs and
content by influencer
•Robust reporting on performance
and engagement at the campaign
and influencer level
Dest. Families Front Range
EMAIL PERFORMANCE / SEND-LEVEL
SEND DATE April 25 May 7 May 14 June 19 July 25
AUDIENCE/SEGME
NT
Winter Test Super
Boomers Test
Teen Test Families with
Teen Test
Colorado
Locals
OPEN RATE 18.37% NA NA 16.65% 19.5%
OPEN TO CLICK
RATE (OTCR)
NA NA NA 8.18% 7.1%
CLICK THROUGH
RATE (CTR)
1.28% - 5.06% + .14% 1.35% 1.4%
UNSUBSCRIBE
RATE
.09% - .21% - .22% .021% .05%
166
ORGANIC SOCIAL – BRAND HIGHLIGHTS
TOP PERFORMING CONTENT: IMPS. ENGAGEMENTS ENGAGEMENT RATE
Summer Back Bowl Views 152,830 11,381 13.4%
Summer Sunsets like this are right
around the corner!
117,383 7,265
16.1%
It’s Autumn, don’t forget to look up.. 116,205 6,892
16.8%
Our neck of the woods is looking
beautiful..
114,849 6,587
17.4%
Moose crossing! 102,719 5,924 17.3%
Data: 5/1/18-10/1/18
167
ORGANIC SOCIAL – EVENT HIGHLIGHTS
TOP PERFORMING CONTENT: IMPS. ENGAGEMENTS ENGAGEMENT RATE
Sunshine and Shavasana 91,839 3,030 30.3%
Rocky Dog Trail Run (GoPro Mtn Games) 82,591 2,607
31.6%
Colorado Classic 77,931 2,523 30.8%
Vail Craft Beer Classic 76,907 1,852 41.5%
Data: 5/1/2018-10/1/2018
168
ORGANIC SOCIAL – VIDEO HIGHLIGHTS
TOP PERFORMING CONTENT: IMPS. ENGAGEMENTS ENGAGEMENT RATE
A Day in the Life of one Happy Puppy in Vail 128,029 7,832
16.3%
Plenty of Gold on Vail- Mountain Bike 122,584 6,541
18.7%
Reasons to love #VailSummer 84,900 3,045 27.8%
The Grand Traverse trail is now open! 82,682 2,854
28.9%
Data: 5/1/2018-10/1/2018
169
EMAIL – APRIL CREATIVE
April 25
170
EMAIL – MAY CREATIVE
May 7
171
EMAIL – MAY CREATIVE
May 14
172
EMAIL – JULY CREATIVE
June 19
173
EMAIL – JULY CREATIVE
July 25
VAIL RESTAURANT WEEK (ADD’L SLIDES)
2019 MARKETING PLAN AND BUDGET
•EXPAND MARKETING PLAN FROM $15K - $40K
–TV:
•TV8
•Cable in Denver
•:30 Production Shoot Needed for Video
Promos for Online Content and TV
•Travel to Denver for New Interviews
–Print:
•Vail Daily
•Vail Weekly
•Westword
•5280 Magazine
–Radio:
•Denver
•Vail/Summit
–Online Ads:
•Facebook/Instagram
•Variety of Digital Media
–Signage:
•Posters
•In town banners
•Round about banners
•Town of Vail Bus Signage
•Denver Out of Home
2019 MARKETING PLAN AND BUDGET
–Marketing Collateral:
•Coasters
•Check Presenters
•Postcards mailed to 2nd homeowners
–PR & Cross-Promotion:
•We have identified the following as further
opportunities for cross-promotional
consideration: Concerts at Ford Amphitheater,
Farmer's Market, Gourmet on Gore, Vail Jazz,
Vail International Dance Festival, Colorado
Grand, BBB, Oktoberfest, and Open Table
•Hire PR Firm to write and release press
releases
•We would also like to offer $81.50 special next
year so that our fine dining restaurants can
offer more specials