HomeMy WebLinkAbout5. 2015.09.02 CSE-VLMD Strategic alignmentCSE-VLMD STRATEGY ALIGNMENT FOR
2016 EVENT FUNDING PROCESS
SEPTEMBER 2, 2015
Agenda
o 2016 Strategic Considerations Compared
o Trends & Opportunities
Objectives
Strengthen Vail’s position as a year-round
destination that appeals to a broad audience,
by elevating the summer brand position.
Overarching Goal- VLMD
The Vail Commission on Special Events (CSE) is accountable to
deliver an annual Special Events Plan which ensures world class
events that are fully aligned with Vail’s brand. The CSE will
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 event
calendar, positive community experience and integration, as well
as positive guest-centric results that lead to future loyalty.
CSE MISSION STATEMENT
Continue the momentum and build on the powerful leadership position of the year-round Vail brand
o Increase Sales Tax Revenue
o Increase May – October Occupancy
o Increase Group Occupancy
o Optimize Visitor Mix
o Monitor Net Promoter Score (due to new methodology)
o Increase Consideration percentage as measured by Burke
2016 Marketing Objectives
Continue the momentum and build on the powerful leadership position of the year-round Vail brand
o Increase Sales Tax Revenue
o Increase Destination Visitation
o Leverage Media Exposure and Sponsorship Support
o Optimize the Calendar
o Demographic Fit: Optimize the Visitor Mix
o Community Enrichment
o Promote an atmosphere of Vitality, Fun and Celebration
2016 CSE Objectives
o Shift from 35 – 64 to 25 – 54
o $100K+ HHI
o Expanded family composition
o Female skew
o Geographic Target: Dallas, Houston & Chicago; Front Range; and International
Media Target Audience
o Strengthen Vail’s position as a year-round destination by unifying the brand message in winter and summer
o Leverage Burke Summer research to increase consideration
o Focus on core audience while broadening and increasing relevancy with younger demographic
o Maximize off peak, mid-week and shoulder seasons
o Increase CRM capacity to maintain repeat guests and re-engage lapsed guests
o Optimize mix to drive revenue - % of Destination, Front Range Overnight and International (Mexico/Latin
American) guests while retaining Front Range day guests
o Increase awareness of Vail as a group & meeting destination and to drive quality leads to the lodging
community
o Support EGE flights with targeted and integrated efforts in flight markets, working with Vail Resorts
o Leverage summer events and identify new events to build overnight guests and mid week traffic
o Leverage and integrate with Colorado Tourism efforts in key Destination Markets
2016 VLMD Strategies
Keeping Vail A Leader
Town Council Three Focus Areas
Our Mission - Grow a vibrant, diverse economy and community, providing our
citizens and guests with exceptional services and an abundance of
recreational, cultural and educational opportunities.
o VLMDAC
•Continue to market events that drive destination guests
•Continue collaboration with CSE
CSE
•Continue to support events that support the Vail Brand and drive destination guests
•Continue to align funding criteria with VLMDAC strategies
Events
Foodie Adventurists celebrate
cuisine in their travels
o Travel is now a way to celebrate and experience
cuisine – and in 2015 foodies are celebrating the
250th anniversary of the restaurant.
o 21% of travelers in a Travel Guard poll said they
would be most excited to attend food and wine
festivals.
o Some competitors are already taking their
culinary offerings to the next level with top tier
experiences for foodies looking to plan their next
culinary adventure.
Emerging Trends in Travel
Multigenerational Aspirational
adventurers bring the whole family
o This group doesn’t believe in traveling
alone. Rather, they bring the entire family
on unforgettable adventures, with a focus
on educational and participatory travel
experiences.
o This target appreciate destinations that
accommodate the young – and the young
at heart.
Emerging Trends in Travel
Millennials are an ever more
influential travel group
o They make up one-third of US travelers,
and are the fastest growing age segment in
travel.
o More than any other age group,
approximately one-third of Millennials
intend on traveling more in 2015.
o 35% of 18-34 year olds in a Hotwire survey
plan on taking one or two large vacations in
the coming year.
Emerging Trends in Travel
BOOMERS AND
MILLENNIALS ARE
LEADING THE CHARGE.
Millennials will become the largest
generation in 2015, overtaking
Boomers.
•Boomers: 74.9MM
•Gen X: 65.8MM
•Millennials: 75.3MM
Not Only Due to Their Large Population
Size.
Source: Pew Research 2015.
Boomers control 70% of all disposable income in the United States, and
spend$120B on travel. 80% of all luxury travel is taken by Boomers.
Millennials set aside $226B for domestic and international travel, making travel a
priority despite their relatively lower income.
Also Due to Their Purchasing Power,
Especially when it comes to Travel.
Source: TravelPulse 2014, Hotwire 2014.
They are Still Interconnected with Boomers,
sharing the same sense of adventure and
value of family time.
o Millennials are not our core audience now, but they are becoming
more important
o As we move forward, we must ensure we create space for them –
while staying authentic to our brand
Implications for Vail
1 Leverage our existing consumer base (Boomers) to build affinity with younger consumers (Millennials) by appealing to Multi-Generational travelers.
2 Present a consistent brand across the town and mtn. Use one voice and one look to deliver a seamless, effortless experience.
3 Engage our winter guests to drive trial and loyalty in summer.
4 Market & present exceptional, curated experiences that deliver on Luxury Wilderness and lean in to trends that Millennials value.
5 Market an iconic and uniquely Vail event concept that serves as a tent pole, driving destination visitation, word of mouth, buzz, and earned media.
Opportunities
Thank you!