HomeMy WebLinkAboutVLMDAC 8-19Vail Mountain 2010-2011 MarketingLeadership Through Innovation
August, 2010
*Confidential*
Ritz Carlton Residences, Vail
Four Seasons Resort Vail
Solaris Residences
Ice rink
“Bol,” restaurant/bar/bowling alley
“Cinebistro,” premium movie theatre and dining
Recent Renovations: Manor Vail, Landmark, Sebastian (formerly Vail Plaza), Tivoli, Sonnenalp, Lions Square Lodge North
Tavern on the Square
New High Noon Lift (Chair #5)
high-speed quad with nearly double the capacity and half the ride time as the old lift at just six minutesGolden Peak Snow making Enhancements
Golden Peak race course slated to open circa Nov. 1 for Lindsey Vonn and other athletes to train for second consecutive year
Vail Mountain – What’s New
FY10 – Summary of Results
Mountain Results
SV Mix improvement; Destination gains and key international gains- overall destination including Int’l was up- U.S. destination was up nearly back to optimal levels- Mexico/Canada
increase- Australia substantial increase- SV volume suffered from early draught, but caught up strongly in March
Front Range gains retained for the most part; but shift from overnight to day trip
Secondary revenue stream improvement- SS and F&B increased- new products generally got traction, un-refreshed products did not
Lodging Results
Generally, mTrip data shows improvement versus 2008/2009 with some margin pressure but not substantive; RevPar is trending back up
Central Reservations (VBCR) finished strong
Marketing Results
SEM was strong, display less so
Use of video was a driver; Snow reporting, brand, etc.
Vail’s social media footprint gained strongly
Use of events as a ‘platform’ drove visitation/occupancy (i.e. Snow Daze = + 12% YOY)
Guest Sat. on target in spite of challenging weather
Return to Core Brand position reminded guests why Vail mattered, underscored the value proposition, and allowed for a unifying thread across communications; internal and external
Tactical energy within a simple and tightly focused strategy, a disciplined pulsing cadence drove results in the tough environment
FY11 – Plan Summary
Increase skier visits by driving overall destination visits- out-of-state (on top of FY10’s improvement)
- international growth - significant
- maintain Front Range visits
Richer mix will drive revenue increases
Continued media mix shift from offline to online
Increased investment and expansion in events to help fill in challenging calendar
Maintain pulsing cadence and flexibility
Maintain heavy commitment to upsell plan in order to drive revenue increases
Commitment to achieving NPS objectives
Continue to elevate social/digital scope
Marketing Objectives
Corporate Goals
Increase skier visits
Increase revenue per customer
Achieve optimal strength and brand leadership, including solidifying the portfolio strategy
Improve revenue stability & consistency
Achieve digital leadership in the travel industry
Marketing Objectives
Corporate Goals
Increase skier visits
Increase revenue per customer
Achieve optimal strength and brand leadership, including solidifying the portfolio strategy
Improve revenue stability & consistency
Achieve digital leadership in the travel industry
Vail Mountain Objectives
Increase overall skier visits by xx%
Increase out-of-state skier visits by xx%
Increase international skier visits by xx%
Maintain Front Range skier visits
Increase revenue per skier:
ETP xx%
Ski School xx%
F&B xx%
Establish Vail’s brand as an industry leader
Achieve digital media metrics:- 2x increase in content consumption- 20% increase in display/SEM ROI - 10% increase in conversion rates
Achieve NPS goal
Innovation - New Initiatives
:30 TV in Warren Miller Pre-Roll- Extended into National social media promotion - Leverage in key metro markets (NY, Chi, LA)
Heart Of Vail – serial content platform- Vail.com, social channels; authentic, compelling, unique, fresh
Continuing innovative use of video in the digital domain- Targeted by audience/platform
Snow triggered media innovation
New family Christmas event- Vail: Destination December Campaign
International focus: digital, events, promotion, language localization, exclusive packages, in country promotion
New Home Page; clarity, video, Int’l, Social access, content refresh strategy
Begin road to Vail’s 50th Anniversary; film investment, CO Museum integration etc.
Goal 1: Increase Skier Visits
Continue focus on destination customer; Front Range only associated with specific events
Greater focus on key MSA’s and/or states; Big 4 plus other key markets
Select focus on Int’l growth; Mexico/Latin America and Canada; B2C and B2B; Australia B2B
Leverage Air, EPIC, Snow, Lodging Process
Key Strategies - Summary
Goal 1: Increase Skier Visits
Continue focus on destination customer; Front Range only associated with specific events
Greater focus on key MSA’s and/or states; Big 4 plus other key markets
Select focus on Int’l growth; Mexico/Latin America and Canada; B2C and B2B; Australia B2B
Leverage Air, EPIC, Snow, Lodging Process
Goal 2: Increase Revenue/customer
Improve skier mix
Continue successful saturation strategy
Leverage Game Creek Restaurant & F&B research
Aggressive Concierge channel focus: education, training and incentives
Continue successful signage additions; possibility of bi-lingual initiatives
Key Strategies - Summary
Goal 1: Increase Skier Visits
Continue focus on destination customer; Front Range only associated with specific events
Greater focus on key MSA’s and/or states; Big 4 plus other key markets
Select focus on Int’l growth; Mexico/Latin America and Canada; B2C and B2B; Australia B2B
Leverage Air, EPIC, Snow, Lodging Process
Goal 2: Increase Revenue/customer
Continue successful saturation strategy
Leverage Game Creek Restaurant & F&B research
Aggressive Concierge channel focus: education, training and incentives
Continue successful signage additions; possibility of bi-lingual initiatives
Goal 3: Achieve Brand Leadership
Addition of research, tracking and benchmark/objective metrics
Continue disproportionate commitment to video production and usage
Continue commitment to event strategy; ubiquity, production values, overall quality
Continue to NOT distress the brand
Key Strategies - Summary
Goal 1: Increase Skier Visits
Continue focus on destination customer; Front Range only associated with specific events
Greater focus on key MSA’s and/or states; Big 4 plus other key markets
Select focus on Int’l growth; Mexico/Latin America and Canada; B2C and B2B; Australia B2B
Leverage Air, EPIC, Snow, Lodging Process
Goal 2: Increase Revenue/customer
Continue successful saturation strategy
Leverage Game Creek Restaurant & F&B research
Aggressive Concierge channel focus: education, training and incentives
Continue successful signage additions; possibility of bi-lingual initiatives
Goal 3: Achieve Brand Leadership
Addition of research, tracking and benchmark/objective metrics
Continue disproportionate commitment to video production and usage
Continue commitment to event strategy; ubiquity, production values, overall quality
Continue to NOT distress the brand
Goal 4: Continuously improve our digital and social media leadership
Develop integrated social media strategy with Vail.com at the center; including adding YouTube
Launch new Home Page
Successfully launch Heart of Vail
Segment targeting: Add FB Spanish language dimension, terrain park tab, and Heart of Vail
Commitment to exceptional content; video especially
Successfully integrate ‘EPIC MIX’a, new Buzz.snow.com into the Vail platform
Key Strategies - Summary
Goal 1: Increase Skier Visits
Continue focus on destination customer; Front Range only associated with specific events
Greater focus on key MSA’s and/or states; Big 4 plus other key markets
Select focus on Int’l growth; Mexico/Latin America and Canada; B2C and B2B; Australia B2B
Leverage Air, EPIC, Snow, Lodging Process
Goal 2: Increase Revenue/customer
Continue successful saturation strategy
Leverage Game Creek Restaurant & F&B research
Aggressive Concierge channel focus: education, training and incentives
Continue successful signage additions; possibility of bi-lingual initiatives
Goal 3: Achieve Brand Leadership
Addition of research, tracking and benchmark/objective metrics
Continue disproportionate commitment to video production and usage
Continue commitment to event strategy; ubiquity, production values, overall quality
Continue to NOT distress the brand
Goal 4: Continuously improve our digital and social media leadership
Develop integrated social media strategy with Vail.com at the center; including adding YouTube
Launch new Home Page
Successfully launch Heart of Vail
Segment targeting: Add international content, terrain park tab, and Heart of Vail
Commitment to exceptional content; video especially
Successfully integrate ‘EPIC MIX, new Buzz.snow.com into the Vail platform
Continue focus on overall resort guest sat
Continue to invest in guest facing, in town/on mountain brand events
Invest in base area signage initiatives
Infuse guest sat look/feel/tone into all social initiatives
Goal 5: Achieve NPS of 86
Key Strategies - Summary
Nov Dec Jan Feb March April
Opening Day Christmas Presidents Day Carnival Easter
Friday 11/19 Saturday 12/25 Monday 2/21 Tuesday 3/8 Sunday 4/24
Semana Santa
4/15 - 4/24
Spring Breaks
3/5 – 4/11
2010 Holiday Calendar
2010 Promotional/Holiday Calendar
Nov Dec Jan Feb March April
Opening Day Christmas Presidents Day Carnival Easter
Friday 11/19 Saturday 12/25 Monday 2/21 Tuesday 3/8 Sunday 4/24
Semana Santa
4/15 - 4/24
Spring Breaks
3/5 – 4/11
Snow
Daze
Christmas
Family
Festival
TBD – On Mtn
Event
Carnivail
Spring Back
To Vail
2010 Holiday Calendar
2010 Promotional/Holiday Calendar
Nov Dec Jan Feb March April
Opening Day Christmas Presidents Day Carnival Easter
Friday 11/19 Saturday 12/25 Monday 2/21 Tuesday 3/8 Sunday 4/24
Semana Santa
4/15 - 4/24
Spring Breaks
3/5 – 4/11
Snow
Daze
Christmas
Family
Festival
TBD – On Mtn
Event
Carnivail
Spring Back
To Vail
Supported by National Campaign
Vail: Destination December
2010 Holiday Calendar
2010 Promotional/Holiday Calendar
Australian B2B Campaign
Jan 26 = Australia Day Promo
Mexico/Canada Campaign
Special April Campaign
Vail Brand Positioning
Winter
For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and personal challenge, whether
it’s the singularity of man against nature, or the Esprit d’ Corps of belonging to an elite club.
Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders, and the modern day commitment to excellence in all aspects
of operation, Vail can credibly lay claim to being an experience like nothing on earth.
Tagline: Vail Like nothing on earth
Vail Brand Positioning
Winter
For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and personal challenge, whether
it’s the singularity of man against nature, or the Esprit d’ Corps of belonging to an elite club.
Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders, and the modern day commitment to excellence in all aspects
of operation, Vail can credibly lay claim to being an experience like nothing on earth.
Tagline: Vail Like nothing on earth
Summer
For passionate mountain travelers and outdoor adventurers, Vail in summer is the preferred destination for those whom the mountains represent an elemental expression of physical, emotional
and cultural vitality.
Because of mother nature’s generosity, coupled with the unique passion inherent in the spirit of Vail’s founders, and the modern day community commitment to excellence in all aspects,
Vail can credibly lay claim to being an experience like nothing on earth.
Tagline: Vail Like nothing on earth