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HomeMy WebLinkAboutEventSummit VLMDAC/CSE JOINT 2013 EVENT MARKETING & PR SUMMIT February 26, 2013 AGENDA • Introductions • The Vail Marketing Framework - Mountain - VLMD - CSE - Brand Positioning & Framework •Vail Brand Research •2013 Marketing Objectives & Strategies •New Partnership •Assets/Contacts/Processes/FAQ’s THE MARKETING FRAMEWORK VAIL MOUNTAIN PURPOSE & MISSION Vail Resorts Marketing, both the Vail based team and corporate offices teams are responsible for driving skier visits to Vail Mountain, principally from destination and international markets, as well as in-state overnight visitation and skier visits. In addition, once here, the goal is to maximize spending on mountain per each skier visit via F & B revenue, ski school revenue, and other secondary revenue streams. Underscoring these volume objectives is the paramount need to maintain the Vail brand in its North American leadership position, accompanied by industry leading guest satisfaction. A key component of this has been the commitment, along with the Town of Vail, to a fully integrated year round expression of the Vail brand. As well as a categorical commitment to guest satisfaction excellence. VLMD PURPOSE & MISSION The Vail Local Marketing District (VLMD) is the elected Town of Vail body responsible for marketing the spring, summer and fall season on behalf of the Town of Vail. The primary remit of the Vail Local Marketing District (VLMD) is to drive overnight visitation principally during the May – October time frame, creating economic vitality by increasing both the visitor base and sales tax revenues. Also, the VLMD has a brand stewardship responsibility, which they manage in collaboration with Vail Resorts Marketing. The shared goal is a fully integrated year round expression of the Vail brand. As part of this, the VLMD has in recent years fully aligned with the CSE initiatives, such that their joint activities are also fully integrated – indeed, the CSE (and TOV) funded events serve as the platform for the VLMD marketing strategy. CSE PURPOSE & MISSION The Vail Commission on Special Events is accountable to deliver an annual Special Events Plan which ensures world class events that are fully aligned with Vail’s brand. The CSE shall effectively and efficiently allocate available budget behind this objective. The Events Plan will deliver measureable results in terms of specific goals: economic impact, optimization of the seasonal calendar, positive community experience and integration, as well as positive guest-centric results that lead to future loyalty. To this end, the CSE is now collaborating closely with the VLMD – a marketing coordination position has been added to facilitate this closer collaboration. The goal is that events are not only successful in their own right, but that they collectively support and elevate the Vail brand. INTEGRATED VAIL BRAND Vail Brand Summer Marketing Winter Marketing Vail Resorts/Vail Mountain CSE Town of Vail VLMD Event Platform 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 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. Vail Like nothing on earth Year Round For passionate mountain travelers and outdoor adventurers, Vail in summer is the preferred destination for those to 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. Vail Like nothing on earth Vail Brand Framework MINDSET Participate/active Live life to fullest Engaged/connected Energetic/Vivacious MINDSET Rich experiences Heritage Vail’s Spirit Fine living Creative/Inspired Artistic Worldly/sophisticated Appreciation ACTIVITY Health/Wellness Relaxation Spa Medical Assets Healthy eating Service Beauty /Blue Sky Friends/family Connection VAIL = JOY OF LIVING ACTIVITY Outdoor Recreation Sports Hiking Fitness Adventure Nature/Mountains PHYSICAL VITALITY ACTIVITY Dance Art Music Culinary Festivals Museum Farmers’ Market Galleries/Exhibits Shopping International CULTURAL VITALITY MINDSET Calm/relaxed Rejuvenate/Refresh Healthy living Vitality Inspired/Aware Togetherness Arouse/Stimulate Awaken Sanctuary VITALITY OF WELL BEING TARGET AUDIENCE Highly segmented; families, non-families, destination, Front Range, International Emotional connection between destination and guest - well-traveled, they value rich experiences - sense of adventure, challenge - participants, not spectators - engaged and thoughtful - edgy perception We identify our target in an emotional manner – behavior and beliefs rather than the traditional drivers: geography, income Not so much about the what or where, but about the who This is the red thread that ties the segments together and differentiates Vail STATE OF THE BRAND 1. Event Intercept Research 2. Economic Impact of Events 3. National Brand Survey ECONOMIC IMPACT OF SPECIAL EVENTS 2012 AGGREGATE RESULTS: Per Capita Daily Spending $43 $3 $22 $88 $54 $80 $41 $46 $70 $51 $17 $60 $11 $17 $36 $23 $6 $21 $6 $6 $16 $19 $11 $20 $14 $6 $15 $224 $87 $182 $73 $75 $159 $0 $50 $100 $150 $200 $250 Overnight visitor to region Day visitor to Vail Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Total Av e r a g e S p e n d i n g T o d a y & T o n i g h t i n V a i l How much will you spend for yourself only today and tonight in the Town of Vail? Other items (admission fees, parking, etc.) Recreation (golf, bike rental, etc.) Shopping (groceries, souvenirs, clothing, etc.) Restaurants/ bars/ food concessions Lodging (in TOV only) Full-time and seasonal residents of Town of Vail: answer for the event timeframe only. Overnightin paid lodging in TOV (i.e. subset of all overnt to region): Total spend: $284 Other: $23 Rcreation: $24 Shopping: $60 Restaurants/bars: $98 Lodging: $80 ECONOMIC IMPACT OF SPECIAL EVENTS 2012 AGGREGATE RESULTS: Importance of Event in Decision to Visit 10%8% 67% 14%11% 62% 27% 8% 46% 23% 9% 35% 22% 8% 50% 0% 10% 20% 30% 40% 50% 60% 70% 0 -None: I would have come to Vail anyway 1 2 3 4 5 -Half of my reason for coming to vail 6 7 8 9 10 -My only reason for coming to Vail Pe r c e n t o f R e s p o n d e n t s How important was this event in your decision to visit Vail this trip? Full-time downvalley resident Day visitor to Vail Overnight visitor to the region Seasonal resident of Vail Valley Total Note: Full-timeTOV residents excluded from question (since in TOV already) ECONOMIC IMPACT OF SPECIAL EVENTS 2012 AGGREGATE RESULTS: Average Importance of Event in Decision to Visit 8.2 7.6 6.2 5.9 6.6 0 1 2 3 4 5 6 7 8 9 10 Full-time downvalley resident Day visitor Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Total Av e r a g e I m p o r t a n c e (0 = N o n e / 5 = H a l f m y r e a s o n f o r c o m i n g / 1 0 = M y o n l y r e a s o n f o r c o m i n g ) How important was this event in your decision to visit Vail this trip? (Average) Not asked -- already in Vail 2010 INTERCEPT STUDY •In state visitors increased versus 2007; but Int’l visitors on radar •Net promotion score (NPS) up sharply •Paid lodging decreased from 2007 •Of the respondents 64.4% stayed in Vail for an average of 6.3 nights •Rest and Relaxation remains the main reason for visiting Vail at 55.5% •Of the respondents 45.4% feel its very important to have summer events and they would like to see more sporting events and music festivals •Hiking has become the top activity by guests, however it dropped 15.4% from 2007, shopping has dropped to the #3 spot compared to 2007 •Construction has had less of an impact •Over half the guest would still come to Vail in the summer if they had to pay for parking •Major decrease (14.8%) in high income visitors SUMMER 2012 INTERCEPT STUDY Month Date, Year 16 Guest Satisfaction •Town of Vail NPS is slightly higher than two years ago when this study was last conducted. Guest Demographics •There is a slight increase in male visitation compared to two year ago. •A higher percentage of guests report staying in Vail during their trip. •Mean income is $8,347 higher this summer as compared to two years ago. •Other demographics are generally consistent with two year ago. Events and Activities •Rest and relaxation and enjoying the rocky mountains are our highest driving forces for visitation •Hiking is the most popular summer activity with 48% of guests participating BRAND RESEARCH – KEY FINDINGS •Mountain summer vacations are almost always booked by the individual directly with the resort •Booking the vacation a la carte is preferred VS packages •Most visitors have vacationed at Vail in previous summers, although cross-seasonal visits are less likely •Preferred activities at destination of choice include hiking, shopping and enjoying a culinary experience •Vail is among the top summer destinations with strong total brand awareness: #1 with Colorado guests; #3 with destination guests •Vail must focus on increasing conversion 17 AWARENESS LEVEL (Burke Brand Research 2011) Aspen Vail Beaver Creek Brecken- ridge Keystone Heavenly 4% 6% 8% 2% 8% 4% 0% 96% 89% 96% 54% 86% 65% 30% % Aware % Visiting 2013 Goal: Increase Vail’s Awareness from 89% to 96% 2013 Goal: Increase Recent Visitation from 6% to 8% 2013 MARKETING GOALS AND STRATEGIES TOWN COUNCIL ECONOMIC GOALS •Improve economic vitality •Embrace an international focus in our destination strategy – flights, events, marketing •Improve the quality of group business •Be proactive in our event partnerships •Advance well-being •Improve the quality of the resort experience and ensure we are on the cutting edge of technology 2013 CSE OBJECTIVES 1. Align events with the Vail Brand 2. Drive Positive Economic Impact •occupancy •sales tax •group business 3. Generate Funding leverage 4. Attract destination guests who book overnight rooms; in- state and out of state 5. Achieve an optimal event calendar 6. Achieve a superior community and guest experience 2013 MARKETING/VLMD OBJECTIVES Continue the momentum and build on the powerful leadership position of the year-round Vail brand 1.Increase May – October Occupancy 2.Increase Sales & Lodging Tax Revenue 3.Increase Group Occupancy 4.Optimize Visitor Mix 5.Increase Net Promoter Score 6.Increase Vail Brand Awareness 2013 PLAN SUMMARY OF GOALS MTRIP Occupancy: +3% Sales Tax Increase Lodging Tax Increase Exceed annual inflation as measured by CPI Group Occupancy: +5% Destination Visits: 60% of Mix International Visits: 5% of Mix Awareness: 96% NPS: 86 •Refine key brand messages to support world-class outdoor recreation, culture and well-being •Use Burke Brand Research findings to deliver communication of the “reasons to come” – outdoor recreation, friends & family, events, lodging offers •Bring the brand to life in unexpected ways, including non- traditional methods and alignment with events •Continuously deliver fresh content keeping the year-round Vail brand dynamic 2013 STRATEGIES 2013 STRATEGIES •Maximize high traffic periods (Fri – Sun), optimize off peak (Mon – Thurs) periods with groups and events •Continue to leverage the loyal customer •Improve % of Destination and Mexico/Latin American guests while retaining Front Range guests (optimize mix) •Improve the resort experience through guest service initiatives and technology •Lay the foundation for Vail to be relevant to a younger demographic •Increase Vail Online Traffic through Natural Search (Int’l SEO campaigns, content marketing, keyword opps) PARTNERSHIP – A NEW WAY OF WORKING Case studies: King of the Mountain Vail Soul Music Fest CASE STUDY: King of the Mountain Event: Volleyball Tournament Date: June 14-16, 2013 (Father’s Day Weekend) Guests: •55 teams •~2000 participants and guests •1/3 family oriented •85% returnees History: 41 years running. The Event is the largest beach doubles volleyball tournament in North America BEFORE: Location: Vail Athletic Field, Red Sandstone Park, Ford Park Field Lodging: Preferred Housing Representatives on event website & visitvailvalley.com Sponsorship: Nature Valley, KZYR, Vail Daily, TOV, Wilson, Park & Sun Sports, etc Community involvement: Gift certs, hard goods prize pool donations Marketing/Creative: direct mail; e-mail blasts; Facebook; national magazine ads; promotions at various Rockies Region volleyball sports complexes; and local/regional radio and newspaper spots/ads CASE STUDY: King of the Mountain CASE STUDY: King of the Mountain GOAL: Bring the participants and guests INTO the villages to engage community, merchants and lodging partners. RESULT: Elevated VAIL experience, heightened guest experience, sales tax -- AFTER: Press Vision (+90days): Why KOM fits in VLMD storylines. Ex. Bringing in S. American team; Huge Father’s Day event w/father/daughter/son components; 2012 Misty May Olympic following Marketing (target market / channels) & Creative Strategy (style guide/tone): Logo consistency. Polished, professionally produced. Cross market other town events (ex. Vail Rocks, Farmer’s Mkt Kickoff) Activation / Community Involvement: Sand court championship game at Mountain Plaza; Youth hitting clinic at Blu’s Beach; Spiking competition at Arrabelle; Father/Daughter & Father/Son competition outside of courts; Expo in town surrounding demo court; Children’s fountain info booth; Merchant/Retailer card for participants; Pub specials CASE STUDY: King of the Mountain Cash Sponsorship: Parlay off Volleyball in London 2012, Rio 2016 Lodging package: Early season rate Marketing: •Web site: Link to ‘special events calendar’. Downloadable town events •Attendee email blast: Plan your weekend outside the games… •Free entry into KOM of each state volleyball tournament winner •Registration bag: Survey – How’d you get here? Where are you staying? Merchant shopper card – discounts apply just for KOTM guests 1pg town activities slick Calendar Integration: Comprehensive, Hourly Community Engagement: Rack Cards, Email blast Customer Service Plans: •Talking Points: Welcome center, info center, ticket offices, tov desk •Open House Briefings CASE STUDY: Vail Soul Music Fest Event: Date: August 16-18, 2013 Guests: •~1850 •40% returnees •98% came specifically for event •Mostly out of state (NC, NY, TX, IL) History: 3 years in Vail BEFORE: Location: Ford Amphitheater, Bol, Terra Bistro, Vendetta’s, Chop House, Blue Moose Lodging: Event website, ski.com, Vail on Sale + Preferred The Lodge at Vail, Tivoli Sponsorship: Hennessy, McDonalds Community involvement: Youth Day Mentoring program; Restaurant events Marketing/Creative: cable local & national; radio local and Denver; email blasts, social media, print (Ebony) CASE STUDY: Vail Soul Music Fest CASE STUDY: Vail Soul Music Fest GOAL: Bring the guests and musicians INTO the villages to engage community, merchants and lodging partners. RESULT: Elevated VAIL experience, heightened guest experience, sales tax AFTER: Press Vision (+90days): Festival theme story. Stories of musicians. Youth music program – kids & summer Marketing (target market / channels) & Creative Strategy (style guide/tone): Define target client profile. Local campaign – print, radio, tv. Local & metro contest win tickets – media trivia. On street signage. Tie into Vail 50th. Cross market other town events. Convey artist stories. Local ticket price. Community Involvement: School outreach program. Daytime music sessions – yeti’s grind. Pre-concert meet and greet – The Fitz. Gospel brunch at Arrabelle. Songwriter circle Frost. Pub specials. CASE STUDY: Vail Soul Music Fest Sponsorship: Guitars, liquor, soul publications, ear buds, soul food vendor Lodging package: Purchase package & receive tickets to Meet & Greet Marketing: •Web site: Link to ‘special events calendar’. Downloadable town events •Attendee email blast: Plan your weekend outside the festival – hike, romance, spa – taste the outdoors •Ticket Purchase: Merchant shopper card – discounts apply just for VSMF guests 1pg town activities slick Calendar Integration: Comprehensive, Hourly Community Engagement: Merchant program, Rack Cards, Email blast Customer Service Plans: •Talking Points: Welcome center, info center, ticket offices, tov desk, VBCR •Open House Briefings LEVERAGING ASSETS & EFFORTS VLMD ASSETS & MARKETING EFFORTS Vail Brand “On A Stick” •Logo & Standards •Vail images Keyword & Linking Direction VLMDAC – PR EFFORTS – WHAT WE NEED FROM YOU •Media Center (MYPR) •Press Releases •Blog Postings •Photography/Videos •In Market Media Visits (MYPR) •Hosting Media/Wholesale FAMs (MYPR, SITE) •Copy, high res images and video (SITE, MYPR, Vail Marketing) •Ticket pricing (Vail Marketing) •Preferred properties (VBCR) •Program Guide Details (if comp ad is provided to TOV) •Message “Summer Vail” in your efforts using VLMD assets POINTS OF CONTACTS BY NEED Kristin Yantis - VLMD Vail Marketing/Website/Email Malen Yantis Public Relations Brian Rodine (775) 351-7904 cellular brodine@vailresorts.com kyantis@myprco.com Meggen Kirkham - VLMD Adam Sutner - CSE/VLMD SITE Marketing MKT VAIL (970) 331-5073 (612) 423-2326 .meggen@sitemarketingco.com . asutner1@gmail.com Clare Hefferren – CSE/TOWN OF VAIL Town of Vail Event Liaison (970) 477-3417 chefferren@vailgov.com FAQ’S 1. How do I use the logos? 2. Who do I contact for what? 3. Which photos and video can I use – what about rights and attribution? 4. Can you help me with my marketing and PR? How does that work? 5. I want to run ads in the Vail Daily? Can you help? 6. How do I get my event on the web site, in emails, and in ads? 7. I want to grow and improve my event – how can we get helping doing that THANK YOU