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VLMDACJuneFINALVLMDAC BOARD MEETING JUNE 20, 2019 AGENDA •Monthly Financial Report, Carlie Smith •Approval of May 19, 2019 Minutes, Board •Summer Occupancy & Retail Plan Update, VVP & Cactus •Mexico Sales & Media Mission, MYPR •Email, Website, Organic Social & SEM Update, Vail Mountain Marketing •Social Video Update, Vail Mountain Marketing/Deadline Motion •Paid Email Recommendations, Cactus •Google DMO Partnership, Cactus •Digital Update, Cactus •Tactical Photo/Video Shot List, Cactus •Creative Update, Cactus •Other Business •VLMDAC Executive Session, Board AGENDA SUMMER OCCUPANCY & RETAIL PLAN UPDATE OPPORTUNITIES DESTIMETRICS UPDATE – SUMMER SEASON AS OF 5/31 OPPORTUNITIES DESTIMETRICS UPDATE – SUMMER SEASON AS OF 5/31 •May: Memorial Day Weekend ended down roughly -15% in occupancy vs last year. •The continued prevalence of snow in the region deterred bookings. •June: closer to equivalency with last year, though some weeks are showing pronounced losses over last year •The losses during the 18th-20th have stayed stagnant and sit around 30% down over last year •July: outperforming last year during the first week and week of the 20th to the 24th •The beginning of July is slightly outperforming last year, and bookings have continued to fill in for the last 2 report cycles •Underperformances noticed from the 11th to 18th have stayed stagnant since •The 25th of the month is in a true equivalence with last year. •The 4th of July is currently up +14.54% over last year and has noticed an increase in bookings since the last report. OPPORTUNITIES DESTIMETRICS UPDATE – SUMMER SEASON AS OF 5/31 •August: Still underperforming last year for the majority of the month, and no booking increases since the last report are noted. •The largest losses have been noticed around the 15th and the 28th, a trend that has been prominent for 2 report cycles. •The downtrend around the 15th has grown very slightly •September has experienced very little activity since the last report, with slight gains coming in the last 2 weeks of the month. •The largest gains are around the 8th of the month, though they have decreased slightly since the last report. •The largest losses are around the 22nd of the month and have stayed stagnant since the last report. OPPORTUNITIES PAID RETAIL PLAN - $44K BUDGET (APPROVED) OPPORTUNITIES 1 Targeted Paid Search: $17K •June 1 - 30 •Targeted and focused paid search expansion •Increase lower-mid funnel impressions 2 Front Range Radio $14K & Traditional Radio $13K •Traditional Radio Weeks of June 17 and June 24 •Digital Pandora June 17 – July 14 •Low funnel messages to drive spontaneous decision to visit Vail MEXICO SALES & MEDIA MISSION MEXICO IN-MARKET SALES & MEDIA MISSION MEXICO 1 PRESS & MEDIA EVENT •Vail Summer Magic brunch at hot spot Fiera Rooftop •65 top tier media outlets •Farm-to-table brunch, violinist, vintage bike, illusionist performing •Illusionist mini shows using Vail themed cards 2 VIPs & Influencers Dinner •Vail Summer Gourmet Soiree at hot spot Emilia Restaurant •70 Mexican VIPs & influencers – top selection of guests •9 course pairing menu •Flat screen showing Vail summer video, models showcasing Vail images on iPads around the room •Raffle for stay at Four Seasons PRESS & MEDIA EVENT MEXICO PRESS & MEDIA EVENT MEXICO PRESS & MEDIA EVENT MEXICO PRESS & MEDIA EVENT MEXICO PRESS & MEDIA EVENT MEXICO PRESS & MEDIA EVENT MEXICO VIP & INFLUENCER EVENT MEXICO VIP & INFLUENCER EVENT MEXICO VIP & INFLUENCER EVENT MEXICO VIP & INFLUENCER EVENT MEXICO EVENT COVERAGE MEXICO EVENT COVERAGE MEXICO EVENT COVERAGE MEXICO EVENT COVERAGE MEXICO EVENT COVERAGE MEXICO EVENT COVERAGE MEXICO EMAIL, WEB, ORGANIC SOCIAL & SEM UPDATE OWNED DIGITAL JUNE EMAIL CREATIVE VAIL MOUNTAIN MARKETING June 1-7, Colorado June 22, Colorado June 11, Destination JULY EMAIL OUTLINE VAIL MTN. MARKETING July 23, Colorado 1 VAILSUMMER.COM VAIL MOUNTAIN MARKETING June 1-15 June 16 - 30 July 1- July 15 July 16 - July 31 Hero Hiking Hiking Hiking Biking Video Rights of Passage Rights of Passage Rights of Passage Rights of Passage Lodging Offer Great Summer Break Great Summer Break Hike. Bike. Stay Hike. Bike. Stay Sliding Cards Signature Events Remove Restaurant Week Signature Events Remove GoPro Add Whistle Pig Signature Events Signature Events Cards Component Summer Activities Summer Activities Summer Activities Summer Activities Sliding Cards Influencer Content Influencer Content Influencer Content Influencer Content ORGANIC SOCIAL MEDIA PERFORMANCE YOY VAIL MTN. MARKETING Reach 2% Impressions 18% Reach 5% Impressions 2% Reach 70% Impressions 4% INSTAGRAM FACEBOOK TWITTER Reach is the number of people who may have seen your content. Impressions are the total number of times your content was displayed to people. MAY ORGANIC SOCIAL TOP PERFORMERS VAIL MTN MARKETING CONTENT CATEGORY PERFORMACE Categories Quantity Engagement Rate Reach Mtn. Scenic 11 10.3% 625,879 Village 7 6.9% 312,771 Events 4 3.5% 172,747 Epic Discovery 3 1.5% 209,810 Winter 6 8.1% 380,336 MAY SEM PERFORMANCE VAIL MTN. MARKETING May YOY Performance FY19 Results FY18 Results YOY % Change Non-Brand Impressions 55,770 64,247 13% Spend $6,536 $7,561 14% Cost Per Click $9.68 $6.04 60% Click Through Rate 5.21% 7.54% 30% Brand Impressions 68,219 87,124 22% Spend 9279.92 9231 1% Cost Per Click $2.10 $1.07 96% Click Through Rate 6.47% 9.87% 34% SOCIAL VIDEO UPDATE SOCIAL VIDEO SHORT FORMAT VIDEO PROJECTS VAIL MTN MARKETING Project Shoot Timeline Publish Timeline Day in the life-Vail Village (POV) Summer 2019 Summer 2020 Airblaster Drone Bike Summer 2019 Summer 2020 SUP/River Surfing or Rafting the Gore Summer 2019 Summer 2020 Hot Summer Nights Summer 2019 Summer 2020 Bluegrass Summer 2019 Summer 2020 Whistle Pig Summer 2019 Summer 2020 Summer Bliss Summer 2019 Summer 2020 Project Shoot Timeline Publish Timeline Women Fly Fishing Summer 2019 Summer 2020 Bravo! After Dark Summer 2019 Summer 2020 Decks & Dining Summer 2019 Summer 2020 Game Creek Zipline Summer 2019 Summer 2020 Hiking Dog POV Summer 2019 Summer 2020 Cruiser Bikes in Village/ Brunch Summer 2019 Summer 2020 Skateboarding (Teens) Summer 2019 Summer 2020 Pickleball Summer 2019 Summer 2020 Considerations: Vail Film, Food & Wine, Golf and Tennis PAID EMAIL RECOMMENDATIONS PAID MEDIA PAID EMAIL: FALL Strategy •Target the Front Range with “why now” messaging •Event themes (culinary, culture/music, etc.), retail offers, urgency messaging to encourage visitation in the peak of fall •2 deployments to each audience: •Super Boomers: Ages 55+, HHI of S100K+ •Audience targeting includes: foodies, frequent/leisure travelers •Active Professionals: Ages 25-34, HHI of $75K+ •Audience Targeting includes: Outdoor enthusiasts, foodies, frequent/leisure travelers •1.3M total recipients for 4 sends •$13K Media Spend (approved from $200K incremental budget) PAID EMAIL: FALL Send Overview Fall Email Send Date Audience Content Themes 8/13 Active Professionals - Labor Day events - Culinary scene and events - Concerts 8/13 Super Boomers -Labor Day events (like Vail Jazz Party) -Culinary scene and events -Last summer escape 9/17 Active Professionals -Oktoberfest -Fall events/concerts -Experience the fall colors through activities like hiking and biking 9/17 Super Boomers -Fall events/concerts -Experience the majesty of the fall foliage in Vail -Culinary scene/Vail Restaurant Week GOOGLE DMO PARTNERSHIP 2019 RESEARCH GOOGLE DMO PARTNERSHIP / RECOMMENDATION Cactus, on behalf of Vail Local Marketing District, will share best practices and step-by-step instructions on the Google tools with all of the community entities to enhance their organic results within Google. Instructions will cover the following: •Verified Google Business Listing •Website listings •Hours listings •Locations listings •Images RESEARCH DIGITAL UPDATE DIGITAL DIGITAL MEDIA ECOSYSTEM DIGITAL MEDIA Digital Video Social Media Mobile Artificial Intelligence In the third month of the campaign, we saw success continue to grow across these tactics: DIGITAL VIDEO: MAY PERFORMANCE Overall digital video completion rate (VCR) is up +3% YOY •Heavier investment in premium and live-streaming content Mobile AI is driving a 1.55% CTR overall, exceeding the 1% benchmark for the tactics •Air marketing messages to Dallas and Chicago are driving the strongest VCRs •Event messages are driving the strongest CTR Cross-device video efforts with mobile AI and TV/Cable retargeting are delivering a 82% VCR •Exceeding the industry average VCR by +5% •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: MAY PERFORMANCE “Rites of Passage” brand spot is driving the strongest performance •89% VCR for Destination Families “Early Season” brand spot is most likely to generate clicks to the site with a 0.49% CTR •The spot was promoting the “Book By June 1st” offer to Super Boomers •Destination markets were more likely to engage (compared to the Front Range) Houston is the top performing and most engaging market across Destination Families and Super Boomers •Dallas is the top performing market for Destination Teenagers Destination Families are engaging with more than 90% of the content within the Canvas ad •Dallas is driving the most engagement and highest click volume DIGITAL MEDIA TACTICAL PHOTO/VIDEO SHOT LIST ASSET ACQUISITION TACTICAL PHOTO/VIDEO SHOT LIST Overall approach •Capture concert/music footage to develop creative around this theme for 2020 •Capture diversity of event locations within Vail •Incorporate more assets featuring Super Boomers and Active Professionals to develop more specific creative for these audiences in 2020 •Capture events that are either new or happening during a different timeframe or new location in 2019 ASSET ACQUISITION TACTICAL PHOTO/VIDEO SHOT LIST ASSET ACQUISITION 1 Vail Bluegrass Concert: June 26 – July 17 timeframe 2 Live Music/Unique Music/Concert Scene •Large Ford Amphitheater Concert Event Options: GoPro Mountain Games Citizen Cope; Hot Summer Nights The Wailers (6/25), Whistle Pig concert TBD •Small Unique Music Options: Bravo! After Dark at Shakedown, Vail Jazz at Remedy, Jazz Club at Ludwigs 3 Vail Food & Wine Fall Festival: Sept. 20-21 timeframe (video only) 4 Vail Film Festival: August 15-18 timeframe (video only) CREATIVE UPDATE CREATIVE THANK YOU! Next VLMDAC Monthly Meeting, Thursday, July 18, 2019 Grand View Room