HomeMy WebLinkAbout06. VLMDAC December Meeting PresentationVLMDAC BOARD MEETING
DECEMBER 20, 2018
AGENDA /
•NOVEMBER 2018 MONTHLY FINANCIAL REPORT, CARLIE SMITH
•APPROVAL OF NOVEMBER 15, 2018 MINUTES, BOARD
•CIVIC AREA PLAN, MATT GENNETT
•VAIL MOUNTAIN DIGITAL CREATIVE ANALYSIS, VAIL MOUNTAIN MARKETING
–SOCIAL VIDEOS, DEADLINE MOTION
•RRC RESEARCH DETAILS, CACTUS
•2018 RESULTS & 2019 KPI’S, CACTUS
–OCCUPANCY/ADR LEISURE VS. GROUPS, CHRIS ROMER
•OTHER BUSINESS
•ADJOURNMENT
CIVIC AREA PLAN
2018/19 Civic Area Plan
•PROJECT OVERVIEW
•THE STUDY AREA
•PRIOR PLANNING EFFORTS
•THE APPROACH
•THE SITE/INGREDIENTS OF A SUCCESSFUL CIVIC AREA
•COMMUNITY ENGAGEMENT
Project Overview/Need for Plan
To guide the future development and use of Town-owned lands within Study Area.
Project Overview/Goals
•Engage the community to identify opinions for the Civic Area;
•Evaluate issues, opportunities, and constraints and identify potential highest and
best uses;
•Prepare a plan that is viable, economically feasible, reflective of community
goals, and responsive to the site and surrounding neighborhood, and
•Define strategies for decision-making and the implementation of improvements
to the Civic Area.
Project Overview/Givens (from RFP)
•The Vail Town Council, acting as the VRA and land owner has final
decision-making authority;
•The Study Area includes properties delineated within the attached map;
•The Town of Vail, which largely relies upon visitor-based revenues, seeks to
be economically diverse and competitive;
•The Dobson Ice Arena, with the possible inclusion of adjoining
undeveloped property, could serve a significant role;
•Workforce housing remains a high need for the Town of Vail and
throughout the community;
Project Overview/Givens (from RFP)
•Emerging technologies should be employed within the context of the Plan;
•Proposed development should be environmental sustainable;
•Community engagement tools shall be utilized to foster strong public
outreach and citizen participation;
•The Lionshead Tax Increment Financing (TIF) District expires June 6, 2030
and revenues from TIF need to be expended by that time; and
•TIF revenues could be used to secure a bonds to finance improvements.
Study Area
LIONSHEAD PARKING STRUCTURE
CHARTER BUS LOT
DOBSON ARENA
VAIL PUBLIC LIBRARY
TOWN HALL
MIDDLE CREEK COORIDOR
W. MEADOW DRIVE/E. LH CIRCLE
Prior Planning Efforts
Mid 1980’s – Congress Haus
Prior Planning Efforts
2000 Vail Town Center •Activity/entertainment – arcade
room, bowling alley, amusement
rides
•Arts/crafts room
•Gymnastics facility High tech learning
center, meeting rooms
•Indoor adventure
•Large, convertible event center
•Community room
•Outdoor ice rink
•Regulation size indoor ice rink with
seating
•Skate
•Snack bar
•Small community
theater/auditorium/ IMAX/dance
Prior Planning Efforts
2000 Vail
Town Center
Prior Planning Efforts
2000 Vail
Town Center
Prior Planning Efforts
2005 Conference Center
Prior Planning Efforts
2007/08 Hillwood/Starwood
Prior Planning Efforts
LH Transit and Welcome Center
The Approach/The Team
Project Manager
•Matt Gennett
Process Committee
•Kim Langmaid and Greg Moffet
•Ludwig Kurz and Brian Stockmar
Consultant Team
The Approach
•Engage the community, ask questions and listen
•Study existing conditions, opportunities and constraints
•Test ideas (program, site design, market/economics)
•Formulate a plan
•Present for community/PEC/TC to review
The Approach/Project Schedule
The Site
The Site
The Site
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Ingredients of a Successful Civic Area
Community Engagement – Overview of Engagement Strategy
“Community engagement tools shall be utilized to foster strong public outreach and
citizen participation”
Community Engagement – Overview of Engagement Strategy
Engage Vail - www.engagevail.com
Purpose: Online engagement platform to provide multiple opportunities to
participate in the project, provide input, follow project progress, and learn
how feedback was used.
How you can help/Next Steps
1.Register with Engage Vail, take
Civic Uses survey
2.Share link with colleagues,
neighbors, friends, Facebook
3.Come to Open House tonight
4.VEAC follow-up in January
VAIL MOUNTAIN DIGITAL CREATIVE ANALYSIS &
SOCIAL VIDEOS
ORGANIC SOCIAL VIDEO EXAMPLES
Deadline Motion will share Organic Social Videos produced and
distributed this summer.
RRC RESEARCH DETAILS, CACTUS
2018 RRC RESEARCH RRC RESEARCH
In order to make the RRC findings truly actionable for 2019 and beyond,
we have explored the following audience themes in further detail:
AREAS OF DEEPER EXPLORATION RRC RESEARCH
Destination Families with Teens
Front Range vs. Destination
First Time vs. Repeat Visitor
FRONT RANGE VS. DESTINATION RRC RESEARCH
Some of the geographical audience insights reaffirmed our hunches, while
others may surprise.
Net Promoter Score for both audiences ≈85
Of Destination visitors reported they were staying in a townhome o
condo rather than a hotel, vs. 36% for in state visitors
Average nights Destination visitors stayed in Vail, vs. 3.5 for in
state visitors
55%
8.7
1.4 Times more that in state visitors said they were likely to return, as
opposed to Destination visitors.
FIRST TIME VS. REPEAT VISITORS RRC RESEARCH
30% of those surveyed were first time visitors to Vail, giving reason for a
deeper dive into this audience.
Average months ahead of trip that repeat visitors book, but first
timers were the most likely audience to book 1-2 months out 3-4
Of first time visitors reported that they would probably return, vs.
≈55% of repeat visitors saying they’ll definitely return
First time visitors are the most likely audience to be single with no
children
54%
#1
7.2 Average number of nights visited by those who have visited Vail
in the summer more than once
DESTINATION FAMILIES WITH TEENS RRC RESEARCH
Net Promoter Score; +11% over the 2017 NPS for this audience 95
Many of our findings in the RRC insight exploration validated our ongoing
strategic focus on this primary audience.
Average number of people in the party; 1.6 above the overall
average
In winter visitation crossover, with 67% having previously visited in
the winter
6.2
#1
3.5 Lowest satisfaction rating, identifying that the opportunities for
peer social activities is a potential area of growth
KEY TAKEAWAYS RRC RESEARCH
Based on this deeper dive, we’ve identified some actionable insights to carry
into the 2019 strategy, messaging, and targeting, such as:
•Continue to target Front Range with event specific and retail messaging
to deliver on “Why Now?”
•Explore additional teen targeting and content
•Determine opportunities for cross-seasonal messaging and targeting,
given winter visitor overlap
•Encourage the development of events and activities that facilitate peer
socialization for teens
•Investigate opportunities to reach consumers when they’re most active in
searching for / booking vacations
2018 RESULTS & 2019 KPI’S
OCCUPANCY/ADR LEISURE VS. GROUPS
2018 RESULTS & 2019
KPI’S
2018 OVERVIEW
Vail met or outperformed industry averages through early & peak, slightly
underperforming in the late season.
OCCUPANCY & ADR SUMMARY 2018 RESULTS
Month Vail
Occupancy
Industry
Wide
Occupancy
Difference Vail
ADR
Industry
Wide
ADR
Difference
May 26% 27% -3% $176 $162 8%
June 58% 52% 11% $231 $241 -4%
July 64% 64% 0% $292 $277 5%
Aug. 59% 57% 3% $275 $266 3%
Sept. 46% 49% -6% $226 $225 0.5%
Oct. 30% 31% -3% $185 $172 7%
Total 47.1% 46.7% 1% $231 $224 3%
2018 exemplified the inverse relationship of occupancy and average
daily rate.
TOTAL OCCUPANCY &
ADR
2018 RESULTS
Decrease in occupancy over the 2018 season (May – October)
Increase in ADR over the 2018 season (May – October)
-3%
+1.3%
TOTAL OCCUPANCY DEMONSTRATES EARLY SEASON STRENGTH 2018 RESULTS
Month Summer
2018
% Change
(17 - 18)
Summer
2017
% Change
(16 - 17)
Summer
2016
May 26% 5% 25% 4% 24%
June 58% 8% 53% -1% 54%
July 64% -10% 71% 3% 69%
Aug. 59% 1% 59% -2% 60%
Sept. 46% -10% 51% -3% 52%
Oct. 30% -13% 34% 1% 34%
Total 47.1% -3% 48.8% 0% 49%
TOTAL ADR CONTINUES TO RISE THROUGH 2018 SEASON 2018 RESULTS
Month Summer
2018
% Change
(17 - 18)
Summer
2017
% Change
(16 - 17)
Summer
2016
May $176 -8% $192 27% $151
June $231 2% $226 10% $206
July $292 4% $281 7% $263
Aug. $275 5% $261 2% $255
Sept. $226 2% $221 7% $206
Oct. $185 -2% $188 9% $172
Total $231 1.32% $228 2.70% $222
Leisure metrics experienced inconsistency over the season, causing
slight decreases in the seasonal Occupancy and ADR compared to
2017.
LEISURE OCCUPANCY
& ADR
2018 RESULTS
Decrease in occupancy from the 2017 season
Decrease in ADR from the 2017 season
-3%
-3.5%
LEISURE OCCUPANCY ECHOES EARLY SEASON STRENGTH 2018 RESULTS
Month Summer
2018
% Change
(17 - 18)
Summer
2017
% Change
(16 - 17)
Summer
2016
May 17% 13% 15% 7% 14%
June 39% 34% 29% 16% 25%
July 47% -4% 49% 2% 48%
Aug. 36% -10% 40% 0% 40%
Sept. 23% -23% 30% 3% 29%
Oct. 14% -26% 19% -10% 21%
Total 29.3% -3% 30.3% 3% 29.5%
LEISURE ADR DIPS IN EARLY SEASON WITH STRENGTH IN PEAK 2018 RESULTS
Month Summer
2018
% Change
(17 - 18)
Summer
2017
% Change
(16 - 17)
Summer
2016
May $207 -20% $260 71% $152
June $261 -7% $280 12% $250
July $337 3% $328 10% $299
Aug. $331 0% $330 11% $298
Sept. $269 -2% $273 7% $256
Oct. $230 0% $229 11% $207
Total $273 -3.5% $283 16% $244
2018 Group results echoed the trends in total occupancy and
average daily rate.
GROUP OCCUPANCY &
ADR
2018 RESULTS
Decrease in group occupancy from the 2017 season.
Increase in group average daily rate from the 2017 season.
-7%
+1%
OCCUPANCY REFLECTS YOY DECREASE BUT IS NOT CONSISTENT GROUP
Month Summer
2018
% Change
(17 - 18)
Summer
2017
% Change
(16 - 17)
Summer
2016
May 14% 8% 13% -19% $159
June 28% -18% 34% -11% $191
July 25% -24% 33% 14% $254
Aug. 32% 10% 29% -3% $251
Sept. 29% -3% 30% -3% $199
Oct. 21% -5% 22% 22% $156
Total 24.8% -7% 26.8% -1% $202
ADR SHOWS AN INCREASE IN 2018 GROUP RESULTS
Month Summer
2018
% Change
(17 - 18)
Summer
2017
% Change
(16 - 17)
Summer
2016
May $157 4% $151 -5% $159
June $209 1.5% $209 7.9% $191
July $257 0% $257 1.2% $254
Aug. $252 -2.3% $258 2.8% $251
Sept. $217 5.3% $206 3.5% $199
Oct. $168 -1.2% $170 9% $156
Total $210 1% $208 3% $202
GROUP
Review of the goals and indicators we will continue to track against.
Next Steps: The board will finalize and confirm these key performance
indicators during (or prior to) the January board meeting.
2019 KPIS 2019 PLANNING
May – October Timeframe 2014
Baseline
2014-2018
Goals Net
Growth
2014-
2017
Results
Trend 2019 Goals
Sales Tax $7,000,000 0.15 20% 4%
Lodging Tax $645,892 NA 27% 5%
Overall Summer
Occupancy
43% 0.1 49% Discussion
Group Occupancy 8,570 0.2 33% 5%
2019 GOALS 2019 PLANNING
May – October
Timeframe
2014
Baseline
5 Year
Goals
2014-2017
Results
Trend 2019 Goals
Out of State
Overnight Visits
55% 0.65 53% 55%
International Visits 9% 0.15 6% 7%
In State Visits 18% 0.25 19% 20%
Consideration 55 0.08 -15% TBD
Net Promoter Score 75% Plus 10 pts. Plus 1 pt. 73% (web);
87% (on site)
2019 INDICATORS 2019 PLANNING
2018 CAMPAIGN AT A GLANCE 2018 RESULTS
2018 2017 2016
Sales Tax Revenue $9,540,281 $8,541,471 $8,132,456
Lodging Tax Revenue $991,126 $829,992 $760,914
Total Occupancy 47.1% 48.8% 49%
Total Average Daily Rate $231 $228 $222
FIT Occupancy 29.3% 30.3% 29.5%
FIT Average Daily Rate $273 $283 $244
Group Occupancy 24.8% 26.8% 27%
Group Average Daily Rate $210 $208 $202
Paid Media Budget $1,024,359 $1,197,348 $1,020,935
Paid Media Impressions Delivered 61M 79M 97M
*all figures are 5/1 – 10/31
QUESTIONS?
THANK YOU!!
Upcoming Meetings:
VLMDAC Meeting, January 17, 8:30am – 11:30am; Grand View Room