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VLMDAC MEETING
April 26, 2012
AGENDA
•March financials - Kathleen Halloran
•Approval of minutes from March 15 VLMDAC meeting
•Vail Town Council 2012 Goals - Kelli McDonald
•Vail Restaurant Month Marketing Plan - I Openers
•ACE update - Mia Vlaar
•Branding & Promotions Update - SITE
•Web Site Update - Vail Mountain
•Medical Groups and Sports Tournaments - VVP
MARCH FINANCIALS
VAIL TOWN COUNCIL 2012 GOALS
VAIL RESTAURANT MONTH
MARKETING PLAN
•Increase overnight stays during VRM from:
• Denver/Front Range
• Select feeder markets
•Increase revenue in restaurant community from:
• Overnight guests
• Group event restaurant programs
• Town event attendees during VRM
• Local community
•Increase ancillary revenue from retailers
•Create awareness for:
• Vail chefs and culinary diversity during fall season
• The total fall experience
•Increase local visibility for VRM in Town of Vail
2012 MARKETING GOALS
Advertising Media
Print, Radio, TV, Web/Social Ads
Promotion
Collateral, Signage, Banners, Booths, Sweepstakes, Postcards, Flyers,
Concierge brochure, Restaurant co -promotion, Vail event co -promotions
Research
3 rd year of independent research: Intercept Insights
PR
Local, Regional and Feeder Markets - Press Release,
Pitches, Outreach
Website & Social Media
VailRestaurantMonth.com, VRM Facebook, Twitter launch,
Email marketing, Database management
Creative Services
Collateral design and production, Branding Toolkit, Ad design
and production
MAREKTING CATEGORIES
2012 Marketing: $37,500
2012 Advertising Media Spend: $10,000
Vail Daily – September/October – Local
TV8 – September/October – Local
DenverPost.com – August/September – Denver/Front Range
Entercom Radio – August/September – Denver/Front Range
TripAdvisor – August/September – National/Feeder Markets
Google Ads – August/September/October – National/Feeder Markets
Facebook Ads – August/September/October – National/FeederMarkets/Denver/FR
Note: Rates currently under negotiation
2012 MEDIA PLAN
July
Vail Farmers Market booth
Vail events co -promotion
VRM .com
VRM Facebook
VRM Enews
Media sweepstakes
PR
June
Vail Farmers Market booth
Vail events co -promotion
VRM.com
VRM Facebook
VRM Enews
Media sweepstakes
PR
September
Vail Farmers Market booth
Vail VRM info booth
Village/Lionshead banners
Vail roundabout banners
Vail Daily
TV8
DenverPost.com
Entercom Radio Denver
TripAdvisor
Google Ads
Facebook Ads
Concierge brochure
VRM.com
VRM Facebook
VRM Enews
Twitter
Restaurant/hotel co -promo
PR
Research
August
Vail Farmers Market booth
Vail events co -promotion
DenverPost.com
Entercom Radio Denver
TripAdvisor
Google Ads
Facebook Ads
Denver collateral distribution
Denver retail promotion
VRM.com
VRM Facebook
VRM Enews
Media sweepstakes
Restaurant/hotel co -promo
PR
October
Vail VRM info booth
Village/Lionshead banners
Vail roundabout banners
Vail Daily
TV8
Google Ads
Facebook Ads
VRM.com
VRM Facebook
Concierge brochure
VRM Enews
Twitter
Restaurant/hotel co -promo
PR
Research
March, April, May
Restaurant & hotel partnerships
Vail Restaurant list development
Sponsor development
Media partnerships
VRM Facebook soft launch
VRM.com soft launch
2012 MARKETING CALENDAR
ATHLETICS, CULTURE AND EVENTS
EXPANDED, PERMANENT
FUNDING MECHANISM
ACE
ACE FUNDING MECHANISM
ACE MISSION
To create, sustain and ensure
a permanent funding source
for qualified athletic and cultural events and programs
that build and enhance the Vail community
and generate economic growth and vitality .
Town Council approves appropriation of funds.
ACE FUNDING MECHANISM
GOVERNANCE
ACE fund will be administered by an Advisory Council
under the oversight of the Town Council.
Awards will be determined by a competitive grant
process with funding amounts to individual programs
and events determined by ACE Advisory Council
according to the defined criteria and tiered structure.
All funding will be approved by the Town Council.
.
ACE FUNDING MECHANISM
FUNDING CRITERIA
Drive Room Nights
Create Revenue for Restaurants and Retail
Positive Brand Compatibility
Growth Potential
Appropriate Timing
Visitor Intent to Return
Improve Sense of Community
ACE FUNDING MECHANISM
TIER I – NON PROFIT
50%
Tier I events and programs have been built by solid
organizations over a longer period of time
and enjoy regional and national
recognition for excellence.
Tier I events and programs’ customer base includes a
significant portion of destination guests.
ACE FUNDING MECHANISM
TIER I Examples
50%
Bravo! Vail Valley Music Festival
Teva Summer Games
Vail International Dance Festival
ACE FUNDING MECHANISM
TIER II - PROVEN
30%
Tier II programs are proven over time,
offer the best in athletics, culture, and events,
positively reflect the Vail Brand
and adhere to ACE funding criteria.
ACE FUNDING MECHANISM
TIER III - OPPORTUNITY
15%
Tier III recipients include programs and events
whose activities align with the ACE mission.
This Tier offers the greatest opportunity for new
or one -time events, such as US Pro Cycling Tour
or the Winter Olympics.
ACE FUNDING MECHANISM
TIER III - Examples
15%
Vail Symposium - Living at your Peak
Gran Fondo World: Vail
Vail Kids Adventure Race
J -3 Junior Olympics
ACE FUNDING MECHANISM
TOWN OF VAIL SUPPORT
5%
Five percent of the annual fund will be available to
offset Town of Vail expenses associated with the
growth in events and programs.
BRAND ADS & PROMOTIONS
UPDATE
BRAND ADS – UPDATED CREATIVE
•New images and headlines where needed
•Event content/dates verified for each “brand” subject
•Call to action refined
ADVENTURE
PERFORMING ARTS
PERFORMING ARTS
WELL -BEING
FAMILY
FAMILY
CULINARY
MUSIC
SUMMER TV CREATIVE
•:30 Spots emphasize branding with event/product focus
See handout of schedule/subjects
•Complement newspaper, email, online and website
Details/call to action
Totality of campaign and messages will drive
conversion and increase overnight visitation
WINTER TV SPOTS
SUMMER TV SPOTS
VLMDAC SUMMER SHOT LISTS
•Photography (Jack Affleck)
Brand Images
Event Images
•Video (Satchele Burns)
Brand Messages
Event Messages
Man on Street interviews
Tactical/Spontaneous
LOCAL ADVERTISING: VAIL DAILY PROPOSAL
•“This Week in Vail”
•Every Friday, May 25 – October 19 (23 weeks)
•3 col x 15, 4 color, vertical strip ad, same weekly position
•Consistent look & content using Suzanne Silverthorn’s
Welcome Center content
Media Placement: $9,687
Production Cost: $3,000
Coordination: $3,000
TOTAL $15,787
*Re -allocate dollars from Ambassador Video Distribution
LOCAL ADVERTISING: PARENTS HANDBOOK
•Spanish Version
•Published: July, Christmas, Easter (6,000 circ each issue)
•Distributed to lodges/2 nd Homes catering to Mexico audience
•Full page ($1,000 - $2,000 depending on placement)
•Possible cross sell message in winter issues for Summer
Media Placement: $2,000 - $4,000
Production Cost: $1,000
TOTAL $3,000 - $5,000
*Would need to “find” dollars from Mexico budget
SUMMER EMAIL SCHEDULE
May 14
•Summer Kick -Off, What’s New in Vail & Signature events
June 18
•Family
•Farmers’ Market, Adventure Ridge, LionsHead
Saturday Afternoon Club and TOUR Academy Golf
July 16
•Music / Performing Arts
•BRAVO!, Jazz at the Famers’ Market & Vail Square,
Hot Summer Nights Concerts and Dance Festival
SUMMER EMAIL SCHEDULE
August 6
•Music & Recreation
•Soul Music Fest, GranFondo Cannondale, KEEN Kids
Adventure
August 20
•Labor Day Weekend & Culinary
•Jazz Party, Gourmet on Gore, Oktoberfest(s), Vail
Restaurant Month
September 10
•Fall Activities in Vail & Well -Being
•Living at Your Peak, Season of Song, Tour of Vail,
Family Fun Fair, Vail Restaurant Month
VAIL.COM UPDATE
Hiking/Biking Apps
HIKING PRINT MAP
•Printing, layout, art/map design
•Similar to Parking map in size/layout
•Map, Trail Descriptions, Mileage, FAQ
•Brief submitted this week
•Targeted Delivery date of June 1
•JPG version online
VAIL VALLEY PARTNERSHIP
GROUP SALES UPDATE
MEDICAL GROUPS & SPORTS
TOURNAMENTS
VAIL VALLEY PARTNERSHIP – GROUP SALES
ON THE BOOKS (AS OF MARCH 31):
2012 Lodging Revenue: $2,404,686
2012 Room Nights: 9,251
2013 Lodging Revenue: $1,012,612
2013 Room Nights: 5,767
Booked in March for Future Arrivals: $358,424
VAIL VALLEY PARTNERSHIP
MEDICAL MEETINGS
ON THE BOOKS 2012:
Arthrex – 8 Lab Programs + 7 Pending –Sebastian Vail – January thru December
Minneapolis Radiology – Four Seasons
Western Trauma Association – Marriott
Proaxis Therapy – Sebastian Vail
Hutton Group – Physician Retreat – Four Seasons
Contracted Revenue 2012: $636,412
Contracted Room Nights 2012: 2,052
ON THE BOOKS 2013:
Institute for Advanced Medical Education (IAME) – Manor Vail – Feb, 172 Room Nights
ACTIVE LEADS:
2012 - 7 (Arthrex)
2013 - 3 (SW Society of Periodontists & CO Public Health Assoc.)
2014 - 2 (SW Society of Periodontists)
Potential Room Nights – 1,463
VAIL VALLEY PARTNERSHIP
SPORTS & EVENTS
CO ROCKS! (JULY 13 -15, 2012)
Join musicians, cancer survivors & supporters as we hike Vail Mountain. CO ROCKS!
will benefit our GET ON THE LIST campaign to register more people to international
bone marrow registries.
Friday evening kick off / Welcome Reception (location TBD)
Saturday hike with acoustic performances along the way.
Planning for 200 participants
Saturday evening - CO School of Rock Performance (location TBD)
LOVE HOPE STRENGTH MISSION & BACKGROUND
The Love Hope Strength Foundation (LHS) is the first international, music -centric
cancer charity dedicated to saving lives, one concert at a time. We build and support
cancer centers around the globe through music -centric “Rocks Events”. We build
awareness and bring inspiration for global cancer needs through dynamic concerts,
documentaries and PSA’s. LHS is the worlds leading rock n roll cancer foundation.
VAIL VALLEY PARTNERSHIP
SPORTS & EVENTS
GRANFONDO CANNONDALE VAIL (AUGUST 17 -19)
Saturday, August 18
Expo, Italian festival and athlete packet pick up - Lionshead
VIP Party & Special Guest Welcome – Location TBD (Vail Square potential)
Sunday, August 19
Race Start - Gore Creek Drive for GranFondo (120 Mile Ride) & MedioFondo (50 mile
Ride).
Race Finish - Lionshead
Expo, Finish Line Festival, Athlete’s Italian Feast, Beer & Wine Garden, VIP Garden -
Lionshead
Event Updates
1997 Tour de France winner Jan Ullrich
GranFondo Vail has partnered with SOS Outreach
Cannondale to launch their next new road bike model
VAIL VALLEY PARTNERSHIP
SPORTS & EVENTS
SEASON OF SONG (September 20 -23)
Season : A time characterized by a particular festivity or feature
Song : A short musical composition of words and music
Season of Song : A time characterized by a festivity centered around the composition
of song.
Confirmed Songwriters & Musicians - Jimmy Webb, Marc Cohen, Jeff Silbar, David
Wicox, Jack Tempchin & Beth Nielsen -Chapman, Dala, Jars of Clay
Schedule of Events
Thur – Welcome Party (location TBD)
Fri & Sat - Daily forums concentrated in Vail Village (Lodge at Vail, Sebastian, Four
Seasons, Sonnenalp)
Headliner Performances - TBD (Solaris Plaza, pending construction schedule of
GRFA)
Evening performances around town - Bridge Street Venues
Sun AM – Special guests, Jars of Clay, will perform at the closing ceremonies.
VAIL VALLEY PARTNERSHIP
SPORTS & EVENTS
SEASON OF SONG (Continued)
Site tours for April 25 -27
Season of Song supports Strike a Chord for Children, a non -profit organization
providing the gift of music to seriously ill & disadvantaged children as well as Plant It
2010, a non -profit organization founded by John Denver for the purpose of
environmental preservation.
TOUR OF VAIL (SEPTEMBER 28 -30)
Sponsor - Bicycling Magazine & Stan's Notubes Great American Cycling Series
Potential host property - Tivoli Lodge
Schedule of Events
Fri - Vail Pass Time Trial - 200 -300 participants
Sat - Bike Marathon - Vail, presented by Bicycling Magazine - 500+ participants
Sun - Vail Criterium / USA Crits Professional Final - 500+ participants + live broadcast
Full VIP experience, in partnership with Vail Restaurant Month
THANK YOU!
Next Meeting
May 17, 2012
8:30am – 11:00am at The Vail Marriott