HomeMy WebLinkAboutVLMDAC minutes Aug 2016 DRAFT Final 1
Minutes
Vail Local Marketing District Advisory Council
Thursday, August 18, 2016, 8:30 AM – 11:30 AM The Antlers – Caribou/Pronghorn
Room
VLMDAC Members Present:
Mark Herron (Four Seasons Resort Vail)
Kendyl Severino (Vail Resorts)
Jessie Klehfoth (Vail Recreation District)
Laurie Mullen (Vice Chair)
Skip Thurnauer
Beth Slifer (Chair)
John Dawsey (Colorado Mountain Express) (Treasurer)
VLMDAC Members Absent:
Michael Holton (Vail Valley Medical Center) absent
Jenn Bruno (Vail Town Council) absent
Also Present:
Kelli McDonald (Town of Vail)
Chris Romer (Vail Valley Partnership)
Meggen Kirkham (Site)
Kristin Yantis (MYPR)
Melissa Delekta (MYPR)
Hannah Eflin (Vail Resorts)
Ainsley Fortune (Cactus)
Erin Smith (Cactus)
Satchele Burns
Josh Ruark (EGE Airport)
Lorena Melott (Vail Resorts)
Ellie Bray (Vail Resorts)
Jill Lammers (Vail Valley Partnership)
Haley McNeill (Vail Valley Partnership)
Laura Waniuk (Town of Vail)
Jack Affleck
Joe Cleary (Resort App & Vail App)
Tom Boyd (Vail Valley Foundation)
Jeff Owens (Vail Valley Medical Center)
Alison Wadey (VCBA)
Alan Cardenes
Carlie Smith (Town of Vail)
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I. July 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for
details.
Revenue is at $1.9 million, tracking ahead of last year. It was notedrevenue was
tracking ahead of budget and expenses are on budget , so far. Lodging is up 1.6%.
July numbers are not in yet.
II. Approval of July 21, 2015 Meeting Minutes Herron/ Thurnauer – passed
unanimously
III. Vail App Presentation – Joe Cleary – see slides for details
Joe Cleary was introduced along with his company Resort App. The mission of
Resort App was to improve guest experience during the 2015 World
Championships. The Vail App is based on Resort App with some improved
functionality and Vail specific options for information. It will include all Vail
businesses, an interactive map and updates on sales, specials, events and news.
The app will launch into beta testing in two weeks andVLMDAC was asked to
review it and provide feedback. Background on app and other communities it is
currently operating in were presented. “Interactive friend” functionality was
explained. Features of the app were presented. It was noted that maps are GPS
operated. Way finding features and icons were explained. The Vail App list of
functionality was presented and explained. “Way finding” was explained – where
you are on a map with a route to where you want to go. It was noted that the way
finding is custom designed because it doesn’t exist accurately with google,
presently. It was noted that $1450 is what the annual cost to have a listing that
includes special or sales and every business is listed by location. It was noted that
pricing tiers will be shared with group. It was asked how this would be promoted
and answered that a full marketing campaign would take place, 80% of businesses
are already on Resort App and have positive feedback about it. The Town of Vail
provided support for programming to lower the cost for the businesses to
participate with. It will be promoted through welcome centers and Vail.com
additionally. Discussion ensued about how it is used, push notifications and
customized use. It was noted that the Vail App will only have Vail sp ecific
notifications but any business can pay to be included in the app listings and
sales/specials feature. It was noted that the map is currently incomplete and does
not include West Vail businesses. It was asked how the listing will appear and it
was answered by GPS and will be location based, even if the user is not in the Vail
Valley or Colorado. Interactive map functionality and customizability was
reviewed. The town was thanked for their collaboration in this app.
IV. Photo and Video Shoot Update Satchele Burns & Jack Affleck – see slides for
details
It was noted that due to left over funds, aerial video and still shots have been
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planned. Due to weather and events happening throughout Vail, it has been a
challenge and no footage has been shot yet. The plan to shoot more footage was
presented, weather pending, to take place in the next week, based on the
forecast. It was noted that Satchele is working with Jack Affleck and helicopter
pilots to find a perfect time to do shoot. It was also noted that they have worked
with Forest Service on areas that can allow for shooting. Discussion ensued about
how strategic this shoot has to be. It was noted that Vail Mountain has been a
helpful partner in this process.
V. Creative and Digital Media update - Erin Smith, Ainsley Fortune (Cactus) – see
slides for details
Digital media plan was reviewed. It was noted that all reports included were
through Aug. 3. Super Boomers and millennials will be targeted moving forward.
Campaign delivery and KPI snapshot was presented. It was noted that KPI’s look
good and there is a not drop off in impressions. Impressions by audience were
presented. Creative performance analytics was presented. It was noted that event
messaging is resonating well with the Front Range audience. Epic Discovery
analytics were presented – version 1 was the top performer. It was asked if
audience reaction was the expected one or if seasonality has anything to do with it
and it was answered that is was strategic because the family segment would be
going back to school and was front loaded in the beginning of the summer. It was
noted that changes made based on initial impressions led to better interaction,
especially with the millennial audience. Social media highlights were presented.
Optimizations made to date were presented. Cactus was thanked by Vail Resorts
for efforts and impressive digital results achieved. Digital banners were presented
for Outlier and Gourmet on Gore, Vail/Beaver Creek Restaurant week and fall
promotional digital creative was presented. Step in videos were presented. It was
noted that the OOH in Denver is a very impressive location for visibility.
VI. Social/Web/Email - Hannah Eflin (VR) - see slides for details
Vail Mountain highlights and organic engagement data was presented. Audience
breakdown was presented along with engagement t hat resulted and areas for
testing those audiences. It was noted that the collaboration between Catcus and
VR has been impressive and has made a positive difference this summer.
Discussion ensued about that success. It was noted website performance is up
along with revenue. The right people are being sent to Vail.com. Epic Discovery
page, which is brand new, is the second visited after home page. People are
engaged in pagesbut have been hesitatant to purchase tickets online and VR is
working to optimize what activities are for better visitor understanding. It was
asked what revenue and it was answered lodging is the main one along with
activities. “Vail Bug” future promotional uses were discussed. Email marketing
details were presented. Upcoming email topics were presented along with
timeline for send.
VII. Mid-summer Research Report Chris Romer (VVP) - see slides for details
RRC conducting Intercept Study this summer, background presented. Aiming to
keep past years benchmarks to keep YOY data. Overview of current efforts was
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presented. Key takeaways were presented and it was noted that occupancy has
been strong, town parking numbers are up from last summer and DestiMetrics
reports in packets also show occupancy numbers that are up. NPS is up and top
geographic targets are also being met. Use of parking areas graph was presented
and it was noted that overflow happens mainly during the farmers market. Up 14%
for summer months for occupancy and up 10% for industry as a whole. Across the
board, lodging is doing well this summer. It was noted that ADR being up and
occupancy being up is a good indication and that last summer ADR was up but
occupancy was down. Discussion ensued that midweek occupancy by families
seems to be up based on conversations people have with visitors. It was noted
that Eisenhower Tunnel saw record level numbers coming through this summer.
Destination visitor stays were presented and broken down by type. Visitor types
were presented. It was noted it is a mix. Visitor by region of origin was presented.
Texas and Colorado are the top two markets. It was noted that visits from the
Midwest are up. Demographic information was presented. Booking pattern data
was presented. Discussion ensued about booking patterns and outlets used for
booking. Prior visitation data was presented – 30% of respondents have been to
Vail 10 plus times. Reasons to come were presented and it was noted that ‘rest
and relaxation’ was the top reason. Activity participation was presented and hiking
is the top activity and shopping has increased since last year. It was noted that
sales tax numbers for shopping were down and it should be assumed that many
are window-shopping. Discussion ensued about activities and guest perception of
what hiking is. Net Promoter Score data was presented and it was noted that 87%
was the highest NPS in 4-5 years. It was noted that construction and parking are
likely the highest detractor and more info and data will be available soon. It was
noted that managed parking for next summer might be implemented. Discussion
ensued about parking issues and the overall effect it has. Evaluation of experience
data was presented. Discussion ensued about Ed Fest and possibility to provide
Intercept insights from the event. It was noted that the VVP received Chamber of
the Year.
VIII. 2017 VLMD Budget and Operating Plan ALL - see slides for details
Overreaching goal for VLMD efforts was presented. Vail Town Council action plan
was presented. 2017 marketing objectives were presented. 2016/2017 goals were
presented. It was asked if 2017 goals can be adjusted and it was answered that
they are goals based on strategic plan growth rate. It was noted the political and
economical conditions will affect international luxury travel. Discussion ensued
about making adjustments to goals to accommodate those variables. Burke results
for 2015 were presented. Target audiences were presented and areas of
opportunity were discussed. International audiences were discussed. It was noted
there are emerging Mexican markets along with Panama. It was noted the direct
flight from Monterey to Denver will give Mexican travelers more opportunity for a
direct flight. It was asked what kind of Asian market might be coming to Vail and it
was answered that they don’t know yet. More information to come. Discussion
ensued about Mexican and Canadian travel patterns. 2017 strategies were
presented. It was noted that most have not changed due to strong performance.
Budget handouts were discussed. 2017 YOY budget shifts were presented.
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Discussion ensued about why there is increase in some budget items. It was noted
that strategy needs to be explained. Discussion ensued about the importance of
keeping Vail in a leadership position and being as strategic as possible to achieve
those results. 2017 what’s new messaging was presented. Discussion ensued
about what’s new for next summer.
IX. Other Business
Town of Vail birthday celebration is happening at Donovan Pavilion on 8/23
from 4-6 p.m.
No welcome center proposals were selected and Town Council has asked
for another proposal from Town Staff.
X. Adjournment
Upcoming Meetings:
VLMDAC Meeting – September 15, 8:30-11 a.m. Grand View Room
VLMD 2017 Operating Plan Presentation - September 20, time TBD Vail Town Council
Chambers
VLMD 2017 Budget Resolution, November 1, time TBD, Vail Town Council Chambers