HomeMy WebLinkAbout00. VLMDACNOVMeetingVAIL LOCAL MARKETING DISTRICT
ADVISORY COUNCIL MEETING
NOVEMBER 16, 2017
AGENDA /
•OCTOBER 2017 MONTHLY FINANCIAL REPORT, CARLIE SMITH
•APPROVAL OF OCTOBER 19, 2017 MEETING MINUTES
•CSE ALLOCATIONS FOR 2018, COMMISSION ON SPECIAL EVENTS
•SUMMER & FALL RESULTS 2017, PARTNERS
•DISCUSS NEXT STEPS FOR 2018 TACTICS, ALL
CSE ALLOCATIONS FOR 2018, CSE
2018 Special Event Allocations-Strategic Overview
Commission on Special Events
November 7, 2017
COMMISSION ON SPECIAL EVENTS
Barry Davis
Chair, Commission on Special Events
Mark Gordon
Vice Chair, Commission on Special Events
Samantha Biszantz
Rayla Kundolf
Marco Valenti
Alison Wadey
Kim Newbury-Rediker
5 Town of Vail | Commission on Special Events | 11/7/2017
2017 CSE Successes
•Based on independent third-party survey data, the 2017 to date total direct economic impact is
$14,813,923 million on an investment of $515,000 for the Community, Recreation and Cultural category.
(17 events surveyed thus far)
•That’s an average of $28.74 payback ratio per funding dollar.
•Diverse board with representation from: lodging, real estate, retail, restaurant and chamber areas offers
varied view points and experiential perspectives.
•Implemented online RFP process for 2018, saving paper and staff resources.
•Identified areas for further cooperation between event producers. (Labor Day weekend)
•2017 surveyed events with Net Promoter Scores over 80:
•Community Art Events - 91
•GoPro Mountain Games - 94
•Kids Adventure Games - 87
•Gourmet on Gore - 85
•Betty Ford Alpine Gardens - 83
6
Town of Vail | Commission on Special Events | 11/7/2017
2018 Newly Funded Events - Community, Recreation & Cultural Events
7 Town of Vail | Commission on Special Events | 11/7/2017
Vail Lacrosse Tournament
Funded: $5,000
Requested Funding: $15,000
Dates: 6/18 - 6/20
Event Description:
•National youth lacrosse tournament in it’s 24th year. Games played over three days.
•Youth lacrosse is one of the fastest growing industries in the U.S. and 50% of the teams travel from outside of Colorado.
Attendees: 2,000 athletes, 3,000 visitors
Funding Usage:
•Provide more onsite activation with staff and promoters of other activities in Vail.
•Increase ease of booking reservations and planning other activation and ancillary events in Vail.
•Improvement of marketing and brand awareness.
Funding Reasons:
•Great brand alignment
•Strong producer qualifications
2018 Newly Funded Events - Community, Recreation & Cultural Events
Vail Mountaineers Hockey Club
Funded: $7,500
Requested Funding: $20,000
Dates: Vail Sportsmanship Tournament
•Bantam & Midget Division - Friday, November 2-4
•Pee Wee Division - Friday, November 9-11
•Squirt Division - Friday, November 16-18
Attendees: 1,200 athletes, 3,500 spectators
Event Description:
•VMHC has held the Vail Sportsmanship Hockey Tournament for almost 40 years.
•Tournament is set up on 3 weekends in Nov. leading up to ski season and Thanksgiving. (Age groups 8-15 years)
Funding Usage:
•Cover costs for more qualified referees and medical trainers at every event.
•Increase children's ice time this year with no fee increase to provide access to as many children as possible.
Funding Reasons:
•Occupancy need weekends
•Bring in destination guests
8 Town of Vail | Commission on Special Events | 11/7/2017
2018 Newly Funded Events - Community, Recreation & Cultural Events
9 Town of Vail | Commission on Special Events | 11/7/2017
The Steadman Clinic Vail Cup Event Series
Funded: $2,500.00
Requested Funding: $5,000
Dates:
•1/14 - Slopestyle - Golden Peak Terrain Park & Giant Slalom - Black Forest Race Arena
•1/28 - Halfpipe - Golden Peak Terrain Park & Giant Slalom - Golden Peak Main Arena
•2/18 - Moguls - Black Forest Arena & Giant Slalom - Golden Peak Main Arena
•3/18 - Little Big Mountain - Head First Trail & Giant Slalom - Golden Peak Main Arena
Event Description:
•Community event open to ages 15 and younger, free of charge as an intro to snow sports competition.
•For both local and visiting families to come together to enjoy this community event and compete at Vail.
Attendees: 750 athletes, 600 spectators
Funding Usage:
•Offset the cost of the event as no entry fee is charged.
•Bibs, awards, staffing and hill usage.
Funding Reasons:
•Support local community
•Accessible, free event, any child can enter
2018 Newly Funded Events - Community, Recreation & Cultural Events
10 Town of Vail | Commission on Special Events | 11/7/2017
Legacy Fighting Alliance
Funded: $17,500
Requested Funding: $25,000
Dates: May
Event Description:
•Live Mixed Martial Arts sporting event. Start at 5:30 pm, with main card on AXS TV at 7:00 pm.
•Event will consist of up to 12 professional sanctioned bouts, held at Dobson Arena.
•AXS TV is a tv network dedicated to providing the best in music programming and festivals, comedy performances,
current events and mixed martial arts promotions.
•AXS TV is a partnership b/n founder Mark Cuban, AEG, Ryan Seacrest Media, Creative Artists Agency (CAA), CBS
Attendees: 50 athletes, 2800 spectators on site, 300-500K domestic viewers for live event
Funding Usage:
•Talent acquisition
•Lodging, flights and travel expenses for talent/crew/staff
•Marketing/Advertising
Funding Reasons:
•Marketing reach and strength – 45 million homes, 188 PR media outlets, 41K fan emails, 26K Facebook
•Activation in the community - local youth martial artists and their families in demonstrations and exhibitions
•Benefit from the impact of a nationally televised sporting event from Vail
•Bring guests into town at off peak times in May
2018 Newly Funded Events – Education & Enrichment
TEDxVail Funded: $15,000 Requested Funding: $25,000 Dates: 2/8-2/11 Event Description: •TEDx stands for Technology, Entertainment, and Design. •Generate fresh ideas by including speakers in the audience, encourage them to meet the attendees, connect them via app/social media/adventures before/during/after TEDxVail, as well as design social spaces for interactions and new ideas related to Vail Valley. Attendees: 900 attendees, TBD # of post event TEDxTalks video views Funding Usage: •Produce professionally edited videos of our TEDxTalks and upload them to the TED channel on YouTube, the videos will remain up on the internet. •The funds will be used to offset production costs, such as marketing, venue rental, a/v equipment rental, professional editing services and production crew, high definition livestreaming equipment. Funding Reasons: •Event producer was very responsive to CSE requests to move event and ancillary activities to Vail •Strong brand fit with Vail, partnership with well-known educational programming platform
11 Town of Vail | Commission on Special Events | 11/7/2017
Looking Ahead: 2018 Strategies & Actions
Review existing event scorecard criteria and event categories for RFP process:
Adapt to economic conditions
Expand categories as needed
Align with new town council strategy/ direction
Encourage evolution of successful existing events:
Extend event days – mid week
Increase/diversify programming
Optimize location and footprint
Address areas for improvement with event producers:
Require conditions placed on their funding
Ongoing check in with staff about producer performance
12 Town of Vail | Commission on Special Events | 11/7/2017
Looking Ahead: 2018 Strategies & Actions
Remain mindful of event attendance volumes:
Analyze Destimetrics occupancy reports
Study community, intercept and event surveys for insight into guest experience
Review parking counts
Board actively attends events, first-hand experience
Continue commitment to fund independent, 3rd party surveys for designated events:
2018 will be the 3rd year for collecting event survey data.
13 Town of Vail | Commission on Special Events | 11/7/2017
QUESTIONS? THANK YOU
2017 SUMMER/FALL RESULTS, ALL
PARTNERS
GOALS AND RESULTS TO DATE / *AS OF NOV. 10
2016 Results 2017 Goals 2017 Results 2018 Goals 5 year Goals
Sales Tax May - Oct. +7% May - Oct +3%
May +.57%; June
+5.2%; July +7.6%,
August +.4%,
Sept+2.7%. Oct TBD May - Oct. +3% Overall +15%
DestiMetrics/ Occupancy
May - Oct. +5%
(49% overall) May - Oct +2% May - Oct. +.0% (flat) May - Oct. +2% Overall +10%
Group Occupancy 30% 4% 6% 4% 20%
Out of State Overnight
Visits 49% of mix 60% of mix 53% of mix 60% of mix 65% of mix
International Visits 5% of mix 11% of mix 5% of mix 11% of mix 15% of mix
In State Visits 25% of mix 20% of mix 29% of mix 20% of mix 20 - 25% of mix
Consideration measure in 2017 55% in 2015 41%, 47%, 52% 2% increase 5 - 8% increase
Net Promoter Score 80 84 in 2015
76
(81 Overnight guests
only) 83-84 84-85
SUMMER OCCUPANCY BY MONTH / 2016 VS. 2017
5 YEAR RESULTS TO DATE / *AS OF NOV. 10
2014 Baseline
2015
Results 2016 Results 2017 Goals
2017 Results
YTD 2018 Goals 5 year Goals
2014-2016
Results
Sales Tax $7M
May - Oct +
8%
May - Oct.
+7%
May - Oct
+3%
May +.57%
June +5.2%
July +7.6%
August +.4%
Sept+2.7%
Oct TBD
May - Oct.
+3% Overall +15% +15%
DestiMetrics/Occupancy
43% occupancy
May - Oct
May - Oct -
1%
May - Oct.
+5%
May - Oct
+2%
May - Oct.
+.0% (flat)
May - Oct.
+2% Overall +10% +6%
Group Occupancy
8,570 room
nights down 15% up 30% up 4% up 6% grow 4% grow 20% +15%
Out of State Overnight
Visits 55% of mix 58% of mix 49% of mix 60% of mix 53% of mix 60% of mix 65% of mix 54%
International Visits 9% of mix 9% of mix 5% of mix 11% of mix 5% of mix 11% of mix 15% of mix 7%
In State Visits 19% of mix 19% of mix 25% of mix 20% of mix 29% of mix 20% of mix 20 - 25% of mix 22%
Consideration NA 55% 55% in 2015 55% in 2015
41%, 47%,
52% 2% increase 5 - 8% increase 55%
Net Promoter Score 75 84 80 83-85 76 83-84 84-85 82
GROUP RESULTS, VVP
GROUP SALES / YEAR TO DATE RECAP
VVP exhibited at 35 meeting industry tradeshows:
7,681 meeting planner attendees
1,046 one on one sales appointments
VVP hosted 14 site and FAM tours to drive group business to Vail:
6,179 potential room nights
VVP hosted 8 client events:
182 meeting planner attendees
Successes:
•CVENT partnership
•Increased room nights on the books
•
Opportunities:
•In-market property co-ops
•Continue growth of past two years
GROUP SALES / KEY METRICS YTD 2017
YTD leads generated: 169
Groups booked YTD: 57
Leads in system: 59
Room Nights on-the-books: +28%
Room nights in system: 24,624
Future Pipeline: -12%
GROUP SALES / CVENT
GROUP SALES / GROUP OCCUPANCY V. LEISURE OCCUPANCY
GROUP SALES / IPW (FORMERLY INTERNATIONAL POW WOW) – MAY 19 -23
Benefits of hosting IPW:
•Previous host cities have seen an increase of over 700,000 international visitors
and $1.7 billion in international tourism revenue within three years of hosting IPW.
•IPW is the U.S. travel industry's premier international marketplace
and the largest generator of travel to the U.S.
•IPW exposes host cities to more than 5,000 tourism delegates including 1,000 U.S. travel
organizations and nearly 1,300 international and domestic buyers from more than 70
countries.
•Nearly 600 journalists from across the globe attend IPW each year generating
invaluable domestic and international media coverage for the host city.
•IPW generates new international tourism demand for host cities that could potentially
help to stimulate demand for new non-stop international flights from key markets.
•The global brand exposure generated by IPW would be the equivalent of paying
for tourism advertising in more than 70 countries.
GROUP SALES / IPW (FORMERLY INTERNATIONAL POW WOW)
DIGITAL MEDIA INSIGHTS, CACTUS
DIGITAL MEDIA DELIVERY /
•35% Super Boomers
•37% Dynamic Families
•17% Active
Professionals
•10% National
Average VCR across all
efforts of 82%
Investing more paid media
dollars into more qualified
tactics generated a 12%
increased in overall click
volume
48.4M
Impressions
18M
Video Views
226K
Clicks
DIGITAL MEDIA DELIVERY / FALL
4.3M
Impressions
$1.70
Average
CPC
22K
Clicks
•75% on Pandora
•22% on Social
•4% with PPC
Social drove the highest
click volume for the
cheapest investment
($0.28 CPC)
With a combination of
upper- and lower-funnel
tactics, PPC had the highest
CTR at 4.78%
GENERAL DIGITAL MEDIA RECOMMENDATIONS /
CONTINUE
•Investing in cross-platform video, allowing for the engines to auto-optimize
•Expanding social to have an always on presence throughout the summer
•Travel intent targeting for a more qualified audience with display efforts
•To run into mid October as budget allows
STOP
•Utilizing Instagram as a traffic-driving channel
START/TRY
•Layering in additional audience segments into display and video
•New formats for video (vertical video, 360 video, etc.)
•Larger influencer / content marketing
•Create custom social audiences for first-timers vs. previous
•Email database or social chatter monitoring
DIGITAL BRAND INSIGHTS, CACTUS
BRAND CREATIVE PERFORMANCE/
DYNAMIC FAMILIES
“For those who prefer
to connect in person”
had the highest click
volume of the
Dynamic Family
creative with 16.5% of
all clicks.
SUPER BOOMERS
“For those who
vacation on the
weekdays” had the
highest click volume
of the Super Boomer
creative with 31.4% of
all clicks.
BRAND CREATIVE PERFORMANCE /
DYNAMIC FAMILIES
“For those who start
the weekend early”
had the lowest click
volume of the
Dynamic Family
creative with 0.3% of
all clicks.
SUPER BOOMERS
“For those who want
to finish the day with a
view” had the lowest
click volume of the
Super Boomer
creative with 3.2% of
all clicks.
BRAND INSIGHTS
CONTINUE
•Encouraging mid-week and shoulder season travel for Super Boomers
•Nearly half of all clicks (48%) came from the Super Boomers audience
•Continue to address pain points/motivators for Dynamic Families
STOP
•Promoting mid-week messages with Dynamic Families
START/TRY
•Look into geo-targeting additional markets as a test
•NYC and Miami saw high click lift on social and display
•Heavy up delivery in the earlier months for destination markets
•Destination booking are happening more than 90 days prior to trip
•Investigate using social for mid-week and shoulder season travel for Active
Professionals
DIGITAL EVENT INSIGHTS
EVENT / FOOD & BEVERAGE
•FOOD & BEVERAGE RELATED EVENTS PERFORMED WELL ACROSS SOCIAL,
VIDEO, AND PPC
–Searches for restaurant/dining and events in Vail spiked once event-specific pre-
roll and dining-related social campaigns hit market (mid August through October)
Oktoberfest and
Gourmet on Gore
pre-roll spots
averaged the
highest VCRs at
89%.
The Dining
Carousel and Craft
Beer Festival
campaigns drove
the highest average
CTRs on social.
EVENT / ADVENTURE
•ADVENTURE EVENTS GENERATED HIGH ATTENDANCE, WITH CONSISTENTLY
ABOVE AVERAGE LEVELS OF IN-STATE VISITATION
–These events were targeted specifically to Active Professionals in the Front
Range
Outlier pre-roll
spots generated
the highest VCR
of promoted
adventure events
with 79%
completion rate.
The GoPro
Games spot saw
a VCR 20%
higher on
Facebook than on
cross-platform
pre-roll.
EVENT / CULTURE
•CULTURAL EVENTS SUCH AS VAIL JAZZ FESTIVAL, VAIL DANCE FESTIVAL, AND
BRAVO! GENERATED HIGH NPS SCORES
–These events were specifically targeted at Super Boomers in both Destination
and Front Range markets
The International
Dance Festival
continued to drive
strong
engagement with
Destination
audiences.
Vail Jazz Festival
pre-roll spots
drove the highest
completion rate in
this event
category, with
85% VCR.
EVENT INSIGHTS /
CONTINUE
•Marketing to Front Range as a majority of event visitors are coming from
in-state
STOP
•Running event videos on desktop (low VCRs and CTRs)
START/TRY
•Geo-fencing nearby resorts to encourage event attendance
•Align PPC and event efforts; search re-targeting with event-specific messaging
•Layering in more event pre-roll messaging throughout the summer to run
alongside the Brand spots
•Additional behavioral targeting for event-specific spots
•Tested “Craft Beer Enthusiasts” audience segments on social, which
generated significantly higher CTRs than just the audience targeting
DIGITAL RETAIL INSIGHTS
RETAIL /
•END DATES ARE DRIVING URGENCY
–Across Dynamic Families and Super Boomers over video and display, the June
1st offer had the highest CTR
•MID-WEEK OCCUPANCY
–Midweek offers saw much higher engagement from Super Boomers than
Dynamic Families
•RATE CHANGES ARE NOT IMPACTING ENGAGEMENT
–Slight changes aren’t incentivizing action
OFFERS
BOOK BY JUNE 1ST
Offers: Save Up to 30% Off;
Best Available Rates
Performance: Highest CTR
across audiences/creative
SUMMER BREAK
SAVINGS
Offers: Enjoy rates starting at
$XX per night
-$149, $174, $159, $181
Performance: Rate changes did
not increase engagement
STAY LONGER AND
SAVE
Offers: Midweek savings on
lodging
-$149, $174, $181
Performance: Super Boomers
outperformed Dynamic
Families
RETAIL INSIGHTS
CONTINUE
•Using end dates to drive urgency across video, display, and social
STOP
•Minimize rate changes in marketing unless drastically different
START/TRY
•Test driving urgency through time of year versus dollar amount
•“Book before the leaves change”
•“Summer won’t last forever”
•“Visit the mountains before winter”
SUMMER WEB, CONTENT & EMAIL, VAIL
RESORTS
VAIL SUMMER CONTENT / WEB & BLOG
WEB
•-5.8% YOY AVERAGE MONTHLY SITE VISITATION
•-4.9% YOY DESTINATION VISITATION / +9% COLORADO VISITATION
•MILESTONES
–Lodging Responsive Launch
–Vail Site Launch
–New Dining and Retail Merchant Directories
–Summer Experience Launch (forthcoming)
BLOG:
•30 NUMBER OF SUMMER CONTENT PIECES (+6 YOY)
•+27.3% YOY PAGE VIEWS
VAIL SUMMER CONTENT / EMAIL MARKETING
APRIL – OCTOBER 2017
•7 CAMPAIGNS DEPLOYED (FLAT YOY)
–2 Summer Interest Family, Non Family Tests
–3 Local + Summer Interest Epic Discovery
–2 Lodging Sale
•3 CONTENT TESTS (FLAT YOY)
•RECIPIENTS: +251.3% YOY
•AVG CTR: DOWN FROM 3.73% TO 1.69%
–1.71 BELOW BENCHMARK
•UNSUBSCRIBE: UP FROM 0.35% TO 0.79
–.21 BELOW BENCHMARK
VAIL SUMMER CONTENT / SOCIAL* APRIL – OCTOBER 2017
CHANNEL IMPRESSION NEW FOLLOWERS ENGAGEMENT
Facebook 28.5M content views
(+54% YOY)
10.3K new followers
(+17% YOY)
845K engagements
(+18% YOY)
Instagram 117 posts* 6.2K new followers* 464K
engagements*
Twitter 1M impressions
(-41% YOY)
1.9K new followers 7.8K engagements
*No YOY data available for Twitter & Instagram
OTHER CONTENT HIGHLIGHTS
•Video: 1.7m lifetime impressions
•27 Videos produced, +5 YOY
•16 videos produced in collaboration with Deadline MotionWorks
•10 social media influencers hosted
WEB, EMAIL & SOCIAL RESULTS / INSIGHTS FOR 2018
Successes
•New responsive site and year-round booking experience
•Robust and immersive, video engagement on social
•Brand Content Contributor allowed for nimble content creation across all channels
Opportunities
•Increase video content across all channels
•Optimize email strategy to leverage new VR dynamic send capabilities more
effectively within in available sends
•Re-envision summer web content content for responsive
SUMMER INFLUENCER PROGRAM, MYPR
BY THE NUMBERS /
INFLUENCER STATISTICS /
EVENT/PERSONA INSTAGRAM
FOLLOWERS
TOTAL
POSTS ENGAGEMENT STATIC
IMPRESSIONS STORY VIEWS
Kum_TheHuskyBear GoPro Mountain Games 48,200 41 19,414
Kodiak_TheBearDog (GPMG) GoPro Mountain Games 28,700 34 12,072
BeerTrekker Vail Craft Beer Classic 17,200 19 1,129
OutsideSuburbia Dynamic Family 33,200 89 3,756 9,100
KelleeSetGo Active Professional 15,600 44 1,026 18,280
Lilbuckdalegend Vail Dance Festival 92,300 5 10,544
MommyTravels Dynamic Family 21,600 49 2,723 840 9,795
Macaroni Kid Kids Adventure Games 21,326 39 3,189 201,600
AdventurousKate Active Professional 101,000 36 37,296 48,513 105,451
Amanda Batty Vail Outlier Offroad Festival 17,100 28 5,946 233,267 255,634
@VAILMTN ENGAGEMENT STATISTICS /
TOTAL POSTS ENGAGEMENT STATIC IMPRESSIONS STORY IMPRESSIONS
GoPro Mountain Games 7 2,500 60,700
Vail Craft Beer Classic 2 2,700 67,600
OutsideSuburbia 10 2,000 63,400 159,000
KelliSetGo 13 1,800 55,500 166,000
Vail Dance Festival 5 2,400 55,600 56,800
MommyTravels 4 4,400 73,400 43,800
Macaroni Kid 1 1,300 51,200
AdventurousKate 8 3,000 63,400 96,500
Vail Outlier Offroad Festival 5 2,200 63,500 74,400
Instagram Followers 174,000
SUPPORTED EVENTS /
SAMPLE HIGHLIGHTED COMMUNITY PARTNERS /
SAMPLE POSTS /
SAMPLE POSTS /
SAMPLE POSTS /
SAMPLE BLOGS /
SAMPLE BLOGS /
SAMPLE BLOGS /
SAMPLE VBLOG /
PUBLIC RELATIONS, MYPR
PR RESULTS / NO. OF CLIPS VS. COMP SET
•Aspen 734
•Breckenridge 435
•Park City 203
•Steamboat 157
•Vail 948
PR RESULTS / QUALITATIVE OBSERVATIONS
•Vail and Aspen continue to have the most diverse messaging
•Park City has extensively more media coverage than years past, however, the
message continues to focus on “cheap.”
•Several negative stories appeared relative to Aspen – Conundrum Hot Springs
overuse issue, deaths on Capitol Peak, mountain biker death, killing of bears,
etc.
•Opening of Epic Discovery at Breckenridge did not garner close to the
coverage seen last summer.
•Vail has a more extensive, pr-savvy community e.g. support for events,
restaurants, etc.
PR RESULTS / QUALITATIVE MEASUREMENTS
•Share of Voice
•Maintain 84 percent “extensive” and “significant” coverage. In 2017,
maintained 85 percent.
•Key Messages - grow outdoor activities and family
2017 2016
•Outdoor Activities 31 percent 26 percent
•Events 27 percent 26 percent
•Hotel/Hotel Packages 20 percent 17 percent
•Family 12 percent 9 percent
•Arts, Music, Festival 10 percent 22 percent
MEDIA HOSTED
•44 media hosted
PR RESULTS / INSIGHTS FOR 2018
PR Successes
•Influencer program
•In-market media visits
•Visiting journalists program
PR Adjustments
•Influencer program – continue to expand and capitalize on content sharing
•Visiting journalists program – rising cost of hosting media
TRADITIONAL MEDIA, SITE
TRADITIONAL MEDIA / 2017 SUMMER OVERVIEW
•$610,351 SPEND (TV, PRINT, OOH)
–32,588,358 impressions delivered (19% increase YOY on 8% budget increase)
–Overall CPM: $18
–Total Value of Campaign: $1,150,851
–Over $556,500 delivered in added value (KPI of nearly ½ media dollar value)
Insights for 2018:
•Continue with Addressable TV, but recognize scale limitations
•Use Set Top Box analysis to purchase advance zoned cable as a
compliment to addressable TV
•Consider adding Addressable Direct TV
•Removing print brand in Front Range
•Continue out of home branding in Front Range/Destination
TRADITIONAL MEDIA / 2017 VS 2016 SUMMER IMPRESSIONS
TOTAL DESTINATION
IMPRESSIONS
16,878,559
CHICAGO
23%
HOUSTON
69%
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
Chicago Houston Dallas LA TOTAL
2017
2016
13200000
13400000
13600000
13800000
14000000
14200000
14400000
14600000
14800000
2017 2016
Front Range
Destination Markets
TRADITIONAL MEDIA / SPEND BY MONTH
TOTAL DESTINATION
IMPRESSIONS
16,878,559
CHICAGO
23%
HOUSTON
69% $0.00
$50,000.00
$100,000.00
$150,000.00
$200,000.00
$250,000.00
$300,000.00
$350,000.00
Destination
Front Range
TRADITIONAL MEDIA / SPEND BY MEDIUM
TOTAL DESTINATION
IMPRESSIONS
16,878,559
CHICAGO
23%
HOUSTON
69%
Air OOH
Houston
4%
Print
(CTO)
5%
Addressable
TV/Advanced TV
91%
Addressable
TV
42%
OOH
27%
Advanced
TV
20%
Print
8%
Radio (fall)
3%
Front Range Destination Markets
TRADITIONAL MEDIA / 2017 DESTINATION IMPRESSIONS BY PERSONA
TOTAL DESTINATION
IMPRESSIONS
16,878,559
Dynamic
Families
2,059,284
52%
Super
Boomers
1,878,835
48%
Dynamic
Families
2,460,714
21%
Super
Boomers
1,341,689
12%
OOH
7,767,982
67%
Dynamic
Families
1,370,055
100%
DALLAS
8%
CHICAGO
23%
HOUSTON
69%
TRADITIONAL MEDIA / 2017 FRONT RANGE IMPRESSIONS BY PERSONA
TOTAL DESTINATION
IMPRESSIONS
16,878,559
CHICAGO
23%
HOUSTON
69%
TOTAL FRONT RANGE
IMPRESSIONS
15,154,799
Dynamic
Families
2,868,792
19% Super
Boomers
1,480,981
10%
Events
2,806,573
18%
OOH
7,998,453
53%
Active Professional represented within OOH and Events
TRADITIONAL MEDIA / ADDRESSABLE TV – DESTINATION OVERVIEW
•2,061,010 Impressions Delivered
•376,709 Homes Reached
•Average Frequency: 5.5 times
•Average commercial completion rate: 87%
•35% of viewing in Prime Time
•Scale was limited but will improve over time, as more homes become X1 subscribers.
•We were able to cap frequency as planned to avoid any over exposure and force
impressions into increased reach.
Insights for 2018:
•Add Direct TV
•Consider using VR Known data base for Connected TV with
the VR DSP on The Trade Desk
•Supplement with Advanced Zoned Cable TV based on set
top box analysis
•CPM still vary advantageous at $34.00 per thousand
Achieved KPI of 45% reach and
3.5 x’s frequency
TRADITIONAL MEDIA / FRONT RANGE ADDRESSABLE TV - OVERVIEW
•2,010,436 Impressions Delivered
•184,613 Homes Reached
•Average Frequency: 10.72 times
•Average commercial completion rate: 85%
•40% of viewing in Prime Time
•Scale was limited but will improve over time, as more homes become X1 subscribers.
•We were able to cap frequency as planned to avoid any over exposure and force
impressions into increased reach. Frequency was higher in Front Range due to longer
advertising window
Insights for 2018:
•Add Direct TV
•Consider using VR Known data base for Connected TV with
the VR DSP on The Trade Desk
•Supplement with Advanced Zoned Cable TV based on set top
box analysis
Achieved KPI of 80% reach and
7 x’s frequency
TRADITIONAL MEDIA / ADDRESSABLE TV RESULTS
•CHICAGO DYNAMIC FAMILIES
–89% completion rate
–Reached 157,001
–Frequency 5.53 times
–40% of viewing in Prime Time
•CHICAGO SUPER BOOMERS
–89% completion rate
–Reached 119,234
–Frequency 5.09 times
–40% of viewing in Prime Time
•HOUSTON DYNAMIC FAMILIES
–85% completion rate
–Reached 51,655
–Frequency 5.46 times
–30% of viewing in Prime Time
•HOUSTON SUPER BOOMERS
–85% completion rate
–Reached 48,819
–Frequency 5.96 times
–30% of viewing in Prime Time
Achieved KPI in each market of 45%
reach and 3.5 x’s frequency
FRONT RANGE / ADDRESSABLE TV
•DENVER DYNAMIC FAMILIES
–85% completion rate
–Reached 97,509
–Frequency 10.72 times
–40% of viewing in Prime Time
•DENVER SUPER BOOMERS
–79% completion rate
–Reached 87,104
–Frequency 11.08 times
–40% of viewing in Prime Time
Achieved KPI of 80% reach and
7 x’s frequency
•DENVER POST
–May Summer Kick Off Special Section
–265,000 impressions
–$5,000 added value to cost of $6,700
•5280 MAGAZINE
–June Summer Adventures; July Summer Traveler
–180,000 impressions
–$6,500 added value to cost of $14,000
FRONT RANGE PRINT RESULTS /
NEXT STEPS FOR TACTICS, ALL
•VLMDAC BOARD EXECUTIVE SESSION
–November 16
–Communication with partners on additional direction
•ALL PARTNERS TACTICAL MEETINGS
–December 7, 12:00pm – 2:00pm
–Week of January 8 TBD
•VLMDAC TACTICAL PRESENTATION
–January 18 meeting
DISCUSS NEXT STEPS FOR TACTICS /
THANK YOU!!
NEXT MEETINGS:
VLMDAC MEETING, DECEMBER 21 CANCELLED
VLMDAC MEETING, JANUARY 18, 8:30 AM – 11:00 AM, THE ANTLERS LODGE
APPENDIX
YEAR OVER YEAR DIGITAL RESULTS /
Display
Video
PPC
Facebook
Instagram
2017
Benchmark:
0.11% CTR
Benchmark:
68% VCR
Benchmarks:
1.25% CTR
$2.50 CPC
Benchmarks:
0.65% CTR
20% VCR
Benchmarks:
0.15% CTR
8% VCR
0.18% CTR 77.28% VCR 6.46% CTR
$1.38 CPC
1.17% CTR
79.39% VCR
0.29% CTR
10.99% VCR
2016
Benchmark:
0.09% CTR
Benchmark:
68% VCR
Benchmarks:
1.00% CTR
$3.00 CPC
Benchmarks:
0.25% CTR
15% VCR
Benchmarks:
0.15% CTR
15% VCR
0.11% CTR 75.49% VCR 1.23% CTR,
$1.92 CPC
1.06% CTR,
14.09% VCR
0.12% CTR,
12.87% VCR
•DESTINATION •FRONT RANGE
TRADITIONAL MEDIA / 2017 SUMMER IMPRESSIONS
FY17 Impressions
Chicago 3,938,119
Dynamic Families 2,059,284
Super Boomers 1,878,835
Houston 11,570,385
Dynamic Families 2,460,714
Super Boomers 1,341,689
Houston OOH 7,767,982
Dallas 1,370,055
Dynamic Families 1,370,055
Super Boomers -
TOTAL 16,878,559
FY17 Impressions
Denver 14,709,799
Dynamic Families 2,603,792
Super Boomers 1,300,981
Active Professionals combined in above
Events 2,806,573
OOH 7,998,453
TOTAL 14,709,799
Year over Year Impression Comparison /
Impressions
Market FY17 FY16
Chicago 3,938,119 453,320
Houston 11,570,385 8,988,765
Dallas 1,370,055 3,227,492
LA 0 925,951
TOTAL 16,878,559 13,595,528
Denver 14,709,799 13,794,199
GRAND TOTAL 31,588,358 27,389,727
ADDRESSABLE TV / TOP WATCHED NETWORKS
CHICAGO DYNAMIC FAMILIES
•FXM
•TLC
•HISTORY
•FREEFORM
•A_AND_E
•USA
•BRAVO
•FX
•FXX
•DISCOVERY_CHANNEL
CHICAGO SUPER BOOMERS
•FXM
•HISTORY
•FX
•TLC
•USA
•BRAVO
•A_AND_E
•FREEFORM
•DISCOVERY_CHANNEL
•HGTV
HOUSTON DYNAMIC FAMILIES
•FXM
•TLC
•HISTORY
•FREEFORM
•USA
•A_AND_E
•FX
•FXX
•BRAVO
•DISCOVERY_CHANNEL
HOUSTON SUPER BOOMERS
•FXM
•HISTORY
•USA
•FX
•A_AND_E
•TLC
•FREEFORM
•BRAVO
•ID_DISCOVERY
•DISCOVERY_CHANNEL
ADDRESSABLE TV / TOP WATCHED NETWORKS
DENVER DYNAMIC FAMILIES
•FXM
•HISTORY
•FXX
•TLC
•A_AND_E
•DISCOVERY_CHANNEL
•FREEFORM
•USA
•BRAVO
•FX
DENVER SUPER BOOMERS
•FXM
•HISTORY
•A_AND_E
•TLC
•USA
•DISCOVERY_CHANNEL
•FX
•BRAVO
•FREEFORM
•ID_DISCOVERY
ADDRESSABLE TV / TOP WATCHED NETWORKS