HomeMy WebLinkAbout03A. VLMDAC November Meeting Presentation FINALVLMDAC Board Meeting
November 15, 2018
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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
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Summer 2018 performance
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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
2018 overview
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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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
2018 overview
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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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
Campaign Overview
EARNED
Digital Video
Influencer
Paid Social
TV
PAID
OWNED
Website
Email
Organic Social
Traditional PR
Online PR
Groups
Strategy is sacrifice and the renewed focus with which we approached the 2018 campaign has truly paid off – with performance above benchmarks across the digital media landscape, higher
quality and impact placements in the traditional sphere, earned and owned media elevating our placement in the market.
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Potential reach has continued to progress our awareness efforts as we shift towards an engagement-centric strategy.
Earned Media approach
2018 overview
More likely to travel and spend – in line with 2019 approach
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Earned efforts were an essential tool in garnering potential reach as our strategy shifted towards engagements.
Potential Campaign Reach
Earned Overview
PRINT: 2M
ONLINE: 687.5M
Potential reach stats:
Online 686345648
Print 1362893
YOY?
We know circulation prior, so when we place content we use potential reach. Simply put, this is our reach opportunity.
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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
Earned Overview
+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.
Potential reach stats:
Online 686345648
Print 1362893
YOY?
Event attendance?
We know circulation prior, so when we place content we use potential reach. Simply put, this is our reach opportunity.
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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
Earned Overview
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.”
Potential reach stats:
Online 686345648
Print 1362893
YOY?
Event attendance?
We know circulation prior, so when we place content we use potential reach. Simply put, this is our reach opportunity.
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Group efforts are continuously working towards our seasonal goals, with significant increases in group visitation during peak and fall timeframes.
Groups
Earned Overview
Quality over quantity = Cvent partnership & RFPs story
Talisa being a huge part of this
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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
Earned Overview
44%
Retargeted video view rate – highest view rate seen on the Cvent platform.
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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Departure from the impressions-focused strategy of years past to instead drive meaningful engagement.
Paid Media approach
2018 overview
More likely to travel and spend – in line with 2019 approach
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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
Paid Overview
TRADITIONAL
Digital Video
TV
DIGITAL
Influencer
Streaming Radio
Social Media
Mobile Artificial Intelligence
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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Paid Media Examples
Paid Overview
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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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
space.
Campaign Impressions
PAID : 91M
Paid Overview
Structure is where we are this season and then give you some context for YOY performance based on the boards request.
When we look at how imps are being served over various tactics.
Add footnote of years past
Measurable impressions of individuals seeing our impressions.
What each effort looks like individually and how they ladder up to our goals
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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
Paid Overview
Strategically responding with an engagement push
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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.
Paid Overview
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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YOY Digital Media Performance
The renewed focus for the 2018 campaign has been rewarded with performance above benchmarks across the digital media landscape.
Paid Overview
Industry Benchmarks
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Influencer Program
In 2018, we partnered with the Obviously platform to bring 7 influencers to Vail, garnering $37,887 in estimated media value.
Paid Overview
OBJECTIVES:
#1
#2
Drive awareness of summer in Vail.
Acquiring authentic assets and footage, particularly of the families with teens audience.
Industry Benchmarks
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Influencer Program results
The influencer campaign performed above industry benchmarks for the Hospitality space and delivered 859,693 impressions.
Paid Overview
RESULTS:
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%.
Industry Benchmarks
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Shifts in the 2018 approach mean there are no existing, relevant benchmarks for comparison.
Owned Media approach
2018 overview
More likely to travel and spend – in line with 2019 approach
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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
Owned Overview
WEBSITE
Facebook
Vail.com
OWNED SOCIAL
Scheduled Blasts
Instagram
EMAIL
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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Owned Media creative examples
Owned Overview
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Email and organic social were nearly equal drivers of owned impression delivery.
Owned Impressions
OWNED: 7.9M
Owned Overview
When we look at how imps are being served over various tactics.
Add footnote of years past
Measurable impressions of individuals seeing our impressions.
What each effort looks like individually and how they ladder up to our goals
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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
Owned Overview
+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.
When we look at how imps are being served over various tactics.
Test emails they did across winter audiences
MORE DETAIL
Measurable impressions of individuals seeing our impressions.
What each effort looks like individually and how they ladder up to our goals
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Organic social efforts used a content-driven approach to speak directly to, and engage with, our core audiences.
Organic Social Performance
Owned Overview
106K
Engaged users.
3.6M
Reached users.
3.7M
Organic impressions, up +3% YOY.
When we look at how imps are being served over various tactics.
Add footnote of years past
Measurable impressions of individuals seeing our impressions.
What each effort looks like individually and how they ladder up to our goals
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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
Owned Overview
-23%
Site visitation
+43%
Orders per visit
When we look at how imps are being served over various tactics.
Add footnote of years past
Measurable impressions of individuals seeing our impressions.
What each effort looks like individually and how they ladder up to our goals
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In reviewing the seasonal goals for the VLMD, we are seeing success.
Seasonal results
2018 overview
More likely to travel and spend – in line with 2019 approach
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Results / Tax Revenue
2018Overview
Sales and lodging tax revenues have experienced significant YOY increases.
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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Results / occupancy
2018Overview
Monthly occupancy rates demonstrate a strong increase in early season occupancy. Seasonal rates remain relatively flat YOY.
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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Results / Average daily rate
2018Overview
While occupancy remains flat, ADR increases across the season demonstrate the dynamic of the relational metrics.
Complementary relationship
Our job is to look into the balance of max occupancy and max adr without being in detriment to the other
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2019 Marketing timeline /
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2018 RRC intercept study
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RESULTS:
Vail Summer 2018
Intercept and Web Survey
Selected Findings
Prepared by:
November 15, 2018
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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.
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Overview of the 2018 Research Program
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.
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Summer Occupancy - May through September
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.
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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2018 vs. 2017 Summer Occupancy
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Parking Counts – Monthly Data – May through Sept.
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Key Takeaways from the Summer 2018 Research
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.
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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A Selection of Intercept Survey Results
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Visitor Type
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Age / Gender
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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State of Origin
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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State of Origin (Colorado Excluded)
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Lodging Accommodation Location
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Accommodations
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Previous Visitation
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Likelihood to Recommend
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Net Promoter Score
NPS: 83%
NPS: 81%
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Did you arrive in a vehicle?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Epic Discovery
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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A Selection of Web Follow-up and
Vail App Survey Results
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Reasons for Visit
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Desired Experiences
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Desired Experiences – 2018 by Geography
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Who did you travel with?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Activity Participation
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Children/Teen Activities
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Family Satisfaction Ratings
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Children’s Interest and Impact
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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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
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Type of Accommodations
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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How did you book?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Booking Lead Time
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Information Sources
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Importance of Social Media
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Vail App Usage
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Where else did you visit?
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Why did you select Vail over other comparable destinations?
A sampling of verbatim open-ended comments
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
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Agree or Disagree
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Satisfaction Ratings
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Satisfaction Ratings
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Do you have any specific comments on parking in Vail?
Word Cloud
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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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
Vail Summer 2018 Survey | RRC Associates | 11/15/18
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Environmental Friendliness
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And how would you describe your recent Vail visit?
Word Cloud
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And how would you describe your recent Vail visit?
A sampling of verbatim open-ended comments
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.
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Previous Winter Visitation
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Likelihood to Return
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Thank you!
Questions?
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2017 Burke Research Funnels
Set up slide
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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
research
#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)
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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Seasonal asset share-out
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2019 asset capture
Brand Assets
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.
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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2019 asset capture
Brand Assets
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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http://dropbox.cactusdenver.com/_Ha3KixXXrD4-OR
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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http://dropbox.cactusdenver.com/_Ha3KixXXrD4-OR
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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http://dropbox.cactusdenver.com/_Ha3KixXXrD4-OR
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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http://dropbox.cactusdenver.com/_Ha3KixXXrD4-OR
Quality over quantity = Cvent partnership & RFPs story
Video is a perfect summer day in vail
Cvent leads go directly to the properties
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Colorado Classic Recap
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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
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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
AREAS TO IMPROVE
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INDEX/RESOURCES
WEBSITE: coloradoclassic.com
TOUR TRACKER COVERAGE:
coloradoclassic.com/tour-tracker-live
FACEBOOK: ColoradoClassicPro
TWITTER: @CoClassicPro
INSTAGRAM: @coloradoclassicpro
THANK YOU!
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Vail Restaurant week
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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
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2018 Highlights
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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 collect 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
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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
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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
Weekly
Open Table Partnership who will send an eblast to all their subscribers
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2018 Highlight overview
Top Areas visiting Diningataltitude.com
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Restaurant week digital banners + Email
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CSE Funding Allocations
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2019 Special Event Allocations-Strategic Overview
Commission on Special Events
November 6, 2018
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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
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Town of Vail | Commission on Special Events | 11/6/2018
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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.
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Town of Vail | Commission on Special Events | 11/8/2018
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2019 Newly Funded Events - Community, Recreation & Cultural Events
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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 3rd 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.
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2018 Newly Funded Events – CRC Continued…
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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.
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2018 Newly Funded Events – CRC Continued…
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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.
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2018 Newly Funded Events – CRC Continued…
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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
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2018 Newly Funded Events – Education & Enrichment
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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 learn 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
TEDxVail was the first Actively Green event in Vail Valley in 2015. We are focused on sustainability. Kat Haber, our founding organizer, created a how-to film for use by thousands of
TEDx event organizers in 2013 called "Greening Your TEDx" https://www.youtube.com/watch?v=TXxvhQnFcHI
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2018 Newly Funded Events – EE Continued…
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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).
TEDxVail was the first Actively Green event in Vail Valley in 2015. We are focused on sustainability. Kat Haber, our founding organizer, created a how-to film for use by thousands of
TEDx event organizers in 2013 called "Greening Your TEDx" https://www.youtube.com/watch?v=TXxvhQnFcHI
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2018 Newly Funded Events – EE Continued…
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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.
TEDxVail was the first Actively Green event in Vail Valley in 2015. We are focused on sustainability. Kat Haber, our founding organizer, created a how-to film for use by thousands of
TEDx event organizers in 2013 called "Greening Your TEDx" https://www.youtube.com/watch?v=TXxvhQnFcHI
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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
.
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Town of Vail | Commission on Special Events | 11/7/2017
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QUESTIONS? THANK YOU
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appendix
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Campaign at a glance
Seasonal Overview
Specific timeframes? RevPar as baseline?
appendix
Percent of spend?
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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
Media Overview
Specific timeframes? RevPar as baseline?
appendix
Percent of spend?
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Total media Impressions & Spend by Destination
Media Overview
Destination
Front Range
In 2018, we initiated a major shift in strategy
With a YOY decrease in marketing budget, we recognized that we needed to make our dollars work harder towards our goals
To do this, we honed in on a focused strategy that directly addressed our goals through quality over quantity
This expressed itself in a variety of ways across the campaign, with each partner taking this charge and implementing
In the media space, this was a departure from the impressions-focused strategy of years passed, and an emphasis on meaningful engagments
Each audience addressed, each tactic put into market in 2018 laddered up to our goals and objectives
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YOY Digital IMPRESSIONS BY TACTIC /
We have received more than 600K in added value impressions across all of our partners thus far
3M+ added value impressions for video in 2018 (YuMe, SpotX, Cluep)
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YOY Traditional IMPRESSIONS BY TACTIC /
We have received more than 600K in added value impressions across all of our partners thus far
3M+ added value impressions for video in 2018 (YuMe, SpotX, Cluep)
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YOy performance / DIGITAL media
Benchmarks for success were determined on final 2017 performance
Overall digital video: 82% VCR benchmark
Cross-platform video: 79% VCR benchmark
CTV: 97% VCR benchmark
Social video: 80% VCR
Social carousel: 1% CTR
Streaming audio: 2016 targeted families and Aps in FR mobile audio with companion banners
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YOY Digital IMPRESSIONS BY TACTIC /
We have received more than 600K in added value impressions across all of our partners thus far
3M+ added value impressions for video in 2018 (YuMe, SpotX, Cluep)
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YOY Traditional IMPRESSIONS BY TACTIC /
We have received more than 600K in added value impressions across all of our partners thus far
3M+ added value impressions for video in 2018 (YuMe, SpotX, Cluep)
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Public Relations / clip totals compared to comp set
Year-to-date totals include:
Aspen 451
Breckenridge 471
Park City 98
Steamboat 121
Vail 897
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Public Relations / YTD Media/Unpaid influencer visits
Nearly 50 media & unpaid influencer visits during the summer season.
Not including PR impressions total = 92,627,645
With PR: impressions = 780,332,186
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Creative Overview /
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Video /
All print will be place in event program guides. We have versions for general adventure with Epic Discovery mention, family adventure, boomers and active professionals in town
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Brand Video / :15
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Video /
All print will be place in event program guides. We have versions for general adventure with Epic Discovery mention, family adventure, boomers and active professionals in town
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Event Video / :15 Culture
Event Video / :15 Culture
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Event Video / :15 Culinary
Event Video / :15 Culinary
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Social Videos / :08 Parent
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Social Videos / :08 Teen
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Video /
All print will be place in event program guides. We have versions for general adventure with Epic Discovery mention, family adventure, boomers and active professionals in town
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144
Fall Boomer video and Oktoberfest
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Media detail /
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2018 Digital IMPRESSION DELIVERY /
Here’s how social performance is
Specific bullet for EOY social slide
we recognize we
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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
Impression delivery
Canvas
stories
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Digital IMPRESSIONS BY TACTIC YOY /
* At 104% Digital Video delivery for 2018 because we’ve already received 600K+ added value video impressions
We have received more than 600K in added value impressions across all of our partners thus far
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Paid media ecosystem /
Mobile Artificial Intelligence
Social Media
Influencer
TV
Streaming Radio
Digital Video
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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
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
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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
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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
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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
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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
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DIGITAL VIDEO
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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)
We live in an on-demand world and Hulu is continually working to redefine the TV viewing experience…. They’re constantly increasing the premium content available to viewers
Also…. - Nearly half of the population watched both live TV and on-demand content DAILY (47%) so it’s a great complement to our traditional TV experience , especially with most users
accessing Hulu “on the big screen”
- We will be leveraging Hulu’s cross-platform video commercial format to efficiently reach our audiences
this includes running our video on desktop, mobile, tablet and connected TV… as 75% of their inventory is delivered to those devices (gaming consoles, smart TVs, roku, amazon fire stick,
apple tv, etc)
It’s a great platform for our family audience :
- we are able to bring in 3rd party data sources so that we can efficiently target our destination families audience to hit households that have tweens/teens in the home as well as
target teenagers in the animation/cartoon and comedy genres where Hulu sees an overindex of this age group
- 32% of adults in the US watch Hulu with their children
It’s a great platform for our front range audience because
- Nearly half of the population watched both live TV and on-demand content DAILY (47%)
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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
We’ll reach the DDFOC audience on YuMe within our key markets using 3rd party data partners across qualifiers such as HHI, age, gender, family composition, family travel, outdoor enthusiasts
and family lifestyle as well as adventure seekers
Premium video partners allow us to bring the emotional storytelling to life – delivering the Vail message to the right device at the right moment. We will reach our audience in our key
markets by blending audience, lifestyle & behavioral targeting.
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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
YouTube remains a leading online video consumption platform – particularly among teens. 57% of teens spend their time with the type of short form video content found on YouTube.
We recommend aligning with the top channels and categories where teens are most frequently seen. Channel Factory has provided an extensive list of targeting from Channel to Topic and
Interest based content as well as Keyword targeting.
For this campaign, we can run either on TrueView pre-roll or 360 video. With 360 video, our CPV will increase just a bit.
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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.)
Premium video partners allow us to bring the emotional storytelling to life – delivering the Vail message to the right device at the right moment. We will reach our audience in our key
markets by blending audience, lifestyle & behavioral targeting.
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Streaming audio
We’ll reach the DDFOC audience on YuMe within our key markets using 3rd party data partners across qualifiers such as HHI, age, gender, family composition, family travel, outdoor enthusiasts
and family lifestyle as well as adventure seekers
Premium video partners allow us to bring the emotional storytelling to life – delivering the Vail message to the right device at the right moment. We will reach our audience in our key
markets by blending audience, lifestyle & behavioral targeting.
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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
the 50-to-64-year-old age group spends more time on their mobile phones than they do with traditional radio
So we recommend using Pandora’s “mobile audio” AND “video everywhere” solution
Essentially, during key transitional moments … so skipping songs, switching stations, etc... Either our :30 audio spot (with banner) or our video message would run to our presepctive
audiences in destinationa and front range audiences
Pandor isn’t cluttered and it allows us to personalzie the message
Additionally, building off our success from last year’s behavioral targeting, we do the same to reach our more qualified users in engaging ways
- leisure travelers
- these are people who have taken or are likely to a vacation / participation in vacation activies like spa, shopping and golf
- outdoor sports enthusiasts
- those who enjoy outdoor activites like hiking, campaing, running
- and those who have recently pruchased outdoor equipment like backpacks, waterbottles and tents
- frequent travelers
We know our destination Super Boomer is a frequent traveler and I like to go on vacation to relax…. The I’m served the Vail ad, it resonates more... rather then sending Super Boomers
an ad to get Taylor Swift concert tickets, which isn’t quite in their wheelhouse
83% of Pandora listeners have reported that they tune in while traveling.
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Mobile Artificial Intelligence (AI)
We’ll reach the DDFOC audience on YuMe within our key markets using 3rd party data partners across qualifiers such as HHI, age, gender, family composition, family travel, outdoor enthusiasts
and family lifestyle as well as adventure seekers
Premium video partners allow us to bring the emotional storytelling to life – delivering the Vail message to the right device at the right moment. We will reach our audience in our key
markets by blending audience, lifestyle & behavioral targeting.
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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
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Paid social
We’ll reach the DDFOC audience on YuMe within our key markets using 3rd party data partners across qualifiers such as HHI, age, gender, family composition, family travel, outdoor enthusiasts
and family lifestyle as well as adventure seekers
Premium video partners allow us to bring the emotional storytelling to life – delivering the Vail message to the right device at the right moment. We will reach our audience in our key
markets by blending audience, lifestyle & behavioral targeting.
165
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
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influencer
167
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
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Email performance / Send-Level
Open rate: 15.53%
CTR: 7.73%
Unsubscribe: .02%
Clarify click through rates and baseline
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ORGANIC SOCIAL – BRAND HIGHLIGHTS
Data: 5/1/18-10/1/18
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ORGANIC SOCIAL – EVENT HIGHLIGHTS
Data: 5/1/2018-10/1/2018
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ORGANIC SOCIAL – VIDEO HIGHLIGHTS
Data: 5/1/2018-10/1/2018
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EMAIL – APRIL CREATIVE
April 25
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EMAIL – MAY CREATIVE
May 7
174
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EMAIL – MAY CREATIVE
May 14
175
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EMAIL – JULY CREATIVE
June 19
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EMAIL – JULY CREATIVE
July 25
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Vail Restaurant week (add’l Slides)
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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
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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
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