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