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VLMDACMayfinalVLMDAC BOARD MEETING MAY 16, 2019 AGENDA •Monthly Financial Report, Carlie Smith •Approval of April 18, 2019 Minutes, Board •Contingency Tactics, All Partners •Discussion on Additional Incremental Request, Board •Digital Update, Cactus •Email & Website Update, Vail Mountain Marketing •Social Video Update, Vail Mountain Marketing/Deadline Motion •Traditional Media Update, SITE Marketing •Creative Update, Cactus •Research Update, Cactus •Other Business AGENDA RECOMMENDATION FOR CONTINGENCY TACTICS OPPORTUNITIES DESTIMETRICS UPDATE – SUMMER SEASON AS OF 4/3 OPPORTUNITIES DESTIMETRICS UPDATE – SUMMER SEASON AS OF 4/3 •May gained +4.6% as an absolute measure of occupancy –Bookings for May are down -7.6% vs those made last year in April for May –Memorial Weekend did experience some fill; but still an opportunity •June gained +8.1% as an absolute measure of occupancy in April –Bookings made in April for June are up +49.7% vs those made last year in April for June –June is starting to fill, although the majority of the month is still underperforming last year •July gained +6.8% as an absolute measure of occupancy –Bookings made in April for July are up +15.3% vs those made last year in April for July –July is outperforming last year during the first week (4th of July up 9.6%) and the week of the 20-24th; however the 11-18th has remained stagnant. OPPORTUNITIES DESTIMETRICS UPDATE – SUMMER SEASON AS OF 4/3 •August gained +5.8% as an absolute measure of occupancy –Bookings made in April for August are up +51.5% vs those made last year in April for August –August still underperforming, particularly around the 15th and 28th •September gained +2.5% as an absolute measure of occupancy –Bookings made in April for September are up +64.4% vs those made last year in April for September –Gains around the 8th of the month, with underperformance around the 22nd. •October is showing 9.31% occupancy, up +0.71% over last year at this time (9.24%). •As a measure of RevPAR, summer is now down -4.58% (a large improvement from last month’s -13.7%) compared to last year as of April •September and October are the only months showing a slight occupancy gain over last summer season. •June, July, August, and September are showing ADR gains over last summer. OPPORTUNITIES CONTINGENCY PLAN - $44K BUDGET (APPROVED) OPPORTUNITIES 1 Targeted Paid Search: $17K (estimate) •Targeted and focused paid search expansion •Increase lower-mid funnel impressions 2 Front Range Radio: $27K (estimate) •Digital and/or Traditional Radio Live Reads •Message(s) TBD: Retail, event, weather to drive quick making decision to visit Vail 3 Paid Social: No additional investment •Pivot and update messages in current paid social efforts 4 Public Relations: No additional investment •Media Outreach in Front Range •Update messages in current PR efforts INCREMENTAL REQUEST DISCUSSION OPPORTUNITIES DIGITAL UPDATE DIGITAL DIGITAL MEDIA ECOSYSTEM DIGITAL MEDIA Digital Video Social Media Mobile Artificial Intelligence In the second month of the campaign, we saw success continue to grow across these tactics: DIGITAL VIDEO: APRIL PERFORMANCE Overall digital video completion rate (VCR) is up +3% YOY •Heavier investment in premium content and platforms Mobile AI is driving a 1.54% CTR overall, exceeding benchmark performance for the tactic •Currently delivering air and brand messages •Event messages launch in early May Cross-device video efforts with mobile AI and TV/Cable retargeting are delivering a 81% VCR •Exceeding the industry average VCR by +4% •Dallas is driving the strongest VCR and click through rates for both the TV/Cable air marketing retargeting tactic and mobile AI DIGITAL MEDIA PAID SOCIAL: APRIL PERFORMANCE “Rites of Passage” brand spot is driving the strongest performance •90% VCR for Destination Families “Early Season” spot is most likely to generate clicks to the site with a 0.5% CTR •Currently promotes the “Book By June 1st” message to Super Boomers Houston is the top performing and most engaging market across Destination Families and Super Boomers •Dallas is the top performing market for Destination Teenagers 2x CTR performance YOY across all brand and early season videos •Likely due to the “June 1” message pushing urgency across video end cards and social copy DIGITAL MEDIA EMAIL & WEBSITE UPDATE EMAIL MAY EMAIL CREATIVE VAIL MTN. MARKETING Destination Colorado Family with Teens MAY EMAIL PERFORMANCE VAIL MTN. MARKETING YOY Results Metric May FY18 May FY19 % Variance Volume * * +56% Open Rate 17.43% 15.61% -1.82% Click Through Rate 1.03% .82% -.21% Click to Convert .15% .09% -.06% Revenue * * +67% Unsubscribe Rate .08% .06% -.02% *Proprietary Information JUNE EMAIL OUTLINES VAIL MTN. MARKETING June 11 June 22 1 2 HOMEPAGE PROMOTION PLAN VAIL MTN MARKETING May June 1 - 15 June 16 - 30 Hero BB June 1 Epic Discovery is Opening/Open Epic Discovery #1 Activity in Vail Signature Events Summer events featured Remove Restaurant week & Go Pro Games Remove Vail Craft & Beer Festival Basic Component Winter in Vail Winter in Vail Winter in Vail Image Promo Epic Discovery The Great Summer Break Great Summer Break until June 30 Cards Component Summer Activities Summer Activities Summer Activities Video Rites of Passage Rites of Passage Rites of Passage HOMEPAGE VAIL MTN MARKETING SOCIAL VIDEO UPDATE SOCIAL VIDEO VIDEO STATUS VAIL MTN MARKETING Project Shoot Timeline Edit Timeline Timeline Publish Timeline Avalanche Dogs Part 1: April 8 Part 2: July 2019 Fall/Winter 2019 Spring 2020 360 Skiing/Mountain Biking Part 1 Skiing: Complete Part 2 Biking: June Fall/Winter 2019 Spring 2020 Families with Teens Hiking Gore Range July 2019 Fall/Winter 2019 Spring 2020 Long Format Projects VIDEO STATUS VAIL MTN MARKETING Project Shoot Timeline Edit Timeline Publish Timeline Bike Haul GoPro Already shot Complete Early June Kids Rock Rock Climbing Already Shot Early July Mid June Live Jazz Montage Already Shot Early June Mid June Fly Fishing Fishing Already Shot Mid June Late June Family Hike Hike Already Shot Late June Early July Epic Discovery y Already Shot Mid June Early July Bike Maps Maps Already Shot Mid June Early July Goat Yoga Partly Shot Late June Early July Short Format Projects Project Shoot Timeline Edit Timeline Publish Timeline Piney Lake SUP Already Shot Mid June Early July. High Alpine Hiking Need Intro Shots Early July Mid July Gore Creek Fire Pit Already Shot Early July Late July Summer Bliss Bliss Already Shot Mid July Early Aug. Kids Adventure Games Already Shot Early July Early Aug. Teen Mtn Biking Already Shot Mid July Early Aug. Fall Road Bike Bike Aerial Need Natural Sound Early Aug. Early Sept. TRADITIONAL MEDIA UPDATE PAID MEDIA DESTINATION TRADITIONAL MEDIA TV Family With Teens: •Dallas •Chicago Overview: •Flight: March 11 – July 1 •Addressable TV, Cable & Live Sports •Spots: Rights of Passage Brand with Book By/Best Available & Flight Spots •1.87M Impressions PAID MEDIA Dallas 68% Chicago 32% DESTINATION TRADITIONAL MEDIA TV Super Boomers: •Dallas •Chicago Overview: •Flights: Mid May – Early June and Late July – Early September •Live Sports & Cable TV •Spots: Super Boomer Early Season with Book By, Flight Spots and Fall with Best Available •2.8M Impressions PAID MEDIA Dallas 64% Chicago 36% DALLAS TRADITIONAL MEDIA Dallas OOH Overview •Flight: May 20 – August 26 •13 Digital Boards at Data Enhanced Locations targeting Dynamic Families, Super Boomers & Active Professionals •Messages: Brand, Weather, Flights, Fall •12.2M Impressions PAID MEDIA Dynamic Family 37% Super Boomer 22% Active Professional 47% DALLAS OOH – BRAND FAMILY PAID MEDIA DALLAS OOH – BRAND SUPER BOOMER PAID MEDIA DALLAS OOH – BRAND ACTIVE PROFESSIONAL PAID MEDIA DALLAS OOH – WEATHER PAID MEDIA DALLAS OOH – FLIGHT PAID MEDIA DALLAS OOH – FALL SUPER BOOMER PAID MEDIA DALLAS OOH – FALL ACTIVE PROFESSIONAL PAID MEDIA FRONT RANGE TRADITIONAL MEDIA Dynamic Family Overview •Flight: May 13 – July 8 •Live Sports & Comcast Targeted Cable •Messages: Rights of Passage Brand with Book By/Best Available Rates •1.5M Impressions Super Boomer Overview •Flight: May 20 – June 3 & August 12 – September 30 •Live Sports & Comcast Targeted Cable •Spots: Early Season & Fall Season with Book By/Best Available Rates •1.2M Impressions Event Overview •Flight: May 13 – July 8; Sept. 2 - 30 •Comcast Targeted Cable & Addressable TV Targeting Dynamic Family, Super Boomers & Active Professionals •Messages: :15 Events Paired with Rights of Passage, Early Season & Fall Season Spots •1+M Impressions PAID MEDIA Dynamic Family 57% Super Boomer 33% Active Professional 10% TRADITIONAL MEDIA UPDATE All Traditional Media By Persona (20M Impressions) PAID MEDIA Dynamic Family 42% Super Boomer 25% Active Professional 33% CREATIVE UPDATE CREATIVE RESEARCH UPDATE 2019 RESEARCH THANK YOU! Next VLMDAC Monthly Meeting, Thursday, June 20, 2019 Grand View Room