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VLMDACJulyFINALv2VLMDAC BOARD MEETING JULY 18, 2019 AGENDA •Monthly Financial Report, Carlie Smith •Approval of May 19, 2019 Minutes, Board •CSE Meeting Update, Board •Summer Occupancy Update, Chris Romer •Group Sales Quarterly Update, Kim Brussow •PR Quarterly Update, MYPR •Email, Website, Organic Social & SEM Update, Vail Mountain Marketing •Digital Update, Cactus •Brand Video/Photo Shoot Update, Cactus •2020 Planning & Timeline, Cactus •Other Business AGENDA CSE MEETING UPDATE EVENTS SUMMER OCCUPANCY OCCUPANCY 60 DAY RETAIL REPORT OCCUPANCY SUMMER OCCUPANCY OCCUPANCY DAILY OCCUPANCY OCCUPANCY GROUP SALES UPDATE GROUP SALES Q2 RESULTS CONTRACTS = 12 4,448 ROOM NIGHTS $1,171,635 ROOM REVENUE LEADS GENERATED = 48 TRADESHOWS = 3 362 PLANNER ATTENDEES 101 APPOINTMENT RECEIVED 3 RFP’s SITE TOURS = 2 BOTH BOOKED AFTER SITE SEP ‘19 – 110 RNs - $22K FEB ’20 – 280 RNs - $99K ADDED TO DATABASE 99 NEW ORGANIZATIONS 244 NEW CONTACTS GROUPS Q2 HIGHLIGHTED GROUPS BOOKED ADAPTIVE SPIRIT - MULTI-YEAR 802 RNS – APRIL 2020 $242,338 750 RNS – APRIL 2020 $226,500 CO JUDICIAL BRANCH SEPTEMBER 2019 802 RNS - $97,000 CO ADVOCACY IN ACTION JUNE 2019 508 RNS - $75,696 CLEVELAND CLINIC FEBRUARY 2020 565 RNS – $268,950 GROUPS Q2 TRADESHOWS & CLIENT EVENTS FICP - Birmingham MPI & Destination CO - Denver GMITE – Park City PYM - Philadelphia SKAL - Tampa Rotary, VLMD - Vail GROUPS GMITE TRADESHOW, APRIL 10-13, PARK CITY •HIGH-VOLUME MEETING & INCENTIVE PLANNERS – 3RD PARTY, CORPORATE & INCENTIVE HOUSES •150 PLANNER ATTENDEES •29 ONE-ON-ONE APPOINTMENTS •APPOINTMENTS & NETWORKING •RECEIVED 3 RFP’S GROUPS FICP EDUCATIONAL FORUM, JUNE 5-7, BIRMINGHAM •FINANCIAL & INSURANCE PLANNERS •183 PLANNER ATTENDEES •43 ONE-ON-ONE APPOINTMENTS •EDUCATIONAL SESSIONS AND CHARITABLE PROJECT FOR CHILDREN’S OF AL AND THE RONALD MCDONALD HOUSE GROUPS PLAN YOUR MEETINGS, JUNE 26, PHILADELPHIA •29 MEETING PLANNER ATTENDEES •29 ONE-ON-ONE APPOINTMENTS •INTRODUCTION TO NEW NON-STOP PHILADELPHIA FLIGHT •EDUCATION, APPOINTMENTS & NETWORKING GROUPS WHAT’S NEXT FOR 3RD QUARTER JULY: 7/14-16/19 - DESTINATION WEST TRADESHOW – DENVER, CO 7/16-19/19 - VVP GROUP SALES TRIP – VAIL, CO AUGUST: 7/31-8/2/19 – SALES TRIP & CLIENT EVENT – NEW YORK, NY 8/10-14/19 - ASAE TRADESHOW – COLUMBUS, OH 8/20-22/19 - MPI-SES TRADESHOW – ORLANDO, FL 8/22/19 - MPI GOLF TOURNAMENT – DENVER, CO SEPTEMBER: 9/9-12/19 - IMEX TRADESHOW – LAS VEGAS, NV 9/18-19/19 – CLIENT EVENT & PLAN YOUR MEETINGS – DALLAS, TX LEADS SOURCED TO VVP GROUP SALES 2018 VS 2019 YOY COMPARISON RFP INFO JAN18-JUN18 JAN19-JUN19 % CHANGE YOY TOTAL RFP’S 60 67 12% TOTAL ROOM NIGHTS 22,666 21,208 -6% TOTAL RFP VALUE $6,985,353 $7,648,768 9% AVG ROOM NIGHTS PER RFP 378 317 -16% AVG VALUE PER RFP $116,423 $114,161 -2% GROUPS TOTAL LEADS SOURCED 2018 VS 2019 YOY COMPARISON RFP INFO JAN18-JUN18 JAN19-JUN19 % CHANGE YOY TOTAL RFP’S 361 355 -1% TOTAL ROOM NIGHTS 101,032 101,644 1% AWARDED RFPS 73 75 3% AWARDED ROOM NIGHTS 11,215 13,580 21% AWARDED RFP VALUE $4,566,867 $5,417,100 19% GROUPS CURRENT STATE OF THE INDUSTRY •LACK OF MULTI-USE CONVENTION SPACE HINDERS OPPORTUNITY TO BOOK LARGER GROUPS •NEW GAYLORD HAVING HUGE IMPACT ON LARGER GROUP BUSINESS •DENVER CONVENTION CENTER IS CURRENTLY UNDERGOING EXPANSION •LIMITED AIRLIFT INTO EGE DURING SPRING, SUMMER, FALL HAS A NEGATIVE IMPACT ON GROUP BUSINESS ACROSS THE BOARD •I-70 CONSTRUCTION AND REVITALIZATION PROJECTS HAVE GREATLY IMPACTED TOURISM TO CO MOUNTAIN REGIONS •HOTEL CONSTRUCTION IN THE U.S. IS OUTPACING THE REST OF THE WORLD – INFLUX OF NEW HOTELS – MORE INVENTORY FOR PLANNERS TO CHOOSE FROM •PROJECTING 9,000 ADD’L HOTEL ROOMS IN DENVER WITHIN THE NEXT 2 YEARS •WITH THE EXCEPTION OF GRAND JUNCTIONS, ALL OTHER DMO’S ACROSS THE STATE ARE REPORTING VISITATION IS DOWN FOR THIS SUMMER GROUPS PR QUARTERLY UPDATE PUBLIC RELATIONS QUARTERLY UPDATE Denver Media Dinner •June 6 at Jovanina Broken Italian Visiting Journalists Program: •June 19-22 in partnership with Sonnenalp –Freelance writer for American Way, Robb Report, Hemispheres, Private Clubs, etc. –Writer on assignment for Sherman’s Travel –Freelance producer/writer KRON TV, Hemispheres, AARP, Diablo, USAToday10Best.com, etc. –O magazine insider and radio host •Sample Individual Visits –Peter Greenberg radio show –Forbes.com columnist –Curbed.com news editor –Freelance writer for Mountain Living, Travel+Leisure, etc. –Writer for Yahoo.com, SheKnows.com, TripSavvy, etc. •Mexican Press Trip PUBLIC RELAIONS MEDIA COVERAGE YTD Performance Against Comp Set PUBCLI RELATIONS Breckenridge 138 Aspen 341 Vail 267 YTD KEY MESSAGES PUBCLI RELATIONS Hotels/Hotel Packages 18% Arts, Music & Festivals 34% Events 32% Outdoor Activities 14% Family 2% SAMPLE MEDIA COVERAGE PUBLIC RELATIONS SAMPLE MEDIA COVERAGE PUBLIC RELATIONS SAMPLE MEDIA COVERAGE PUBLIC RELATIONS SAMPLE MEDIA COVERAGE PUBLIC RELATIONS TAPING – PETER GREENBERG RADIO SHOW PUBLIC RELATIONS SUMMER PRESS TRIP PUBLIC RELATIONS MEXICO PRESS TRIPS PUBLIC RELATIONS LOOKING AHEAD Visiting Journalists Program: •Sept. 13-16 in partnership with Four Seasons Resort & Residences Vail –Writer on assignment for Houstonia Magazine –Freelance travel writer for Sensi Magazine, Kudos Newport Beach Magazine, TheManual.com, So Scottsdale! and others –Freelance writer on assignment for Travel Weekly and Everett Potter’s Travel Report –Travel writer Cowboys & Indians •Sample Individual Visits –Writer on assignment for feature in San Diego Union Tribune –LA luxury lifestyle blogger –Texas-based freelance travel writer August Media Dinner: •Location TBD, shift in concept Request to Reallocate Budget Dollars: •$7500 from Mexico savings to Domestic PR efforts PUBLIC RELAIONS EMAIL, WEB, ORGANIC SOCIAL & SEM UPDATE OWNED DIGITAL JUNE EMAIL CREATIVE VAIL MOUNTAIN MARKETING June 1-7, Colorado June 22, Colorado June 11, Destination JUNE EMAIL RESULTS VAIL MOUNTAIN MARKETING Results to 2018 Benchmarks METRIC 2018 BENCHMARK JUNE 1-7 JUNE 11 JUNE 22 Volume *** Recipients +87.8% Open Rate 17.8% 25.5% 23.3% 27.2% Click Through Rate 1.3% 0.3% 0.3% 0.5% Click to Convert 0.3% 0.4% 0.4% 0.4% JULY EMAIL OUTLINE VAIL MOUNTAIN MARKETING July 23, Colorado JUNE ORGANIC SOCIAL MEDIA YOY VAIL MTN. MARKETING Reach 18.2 % Impressions 22.6 % Reach 2.1 % Impressions 1.4% Reach 4.08% Impressions 5.4% 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. JUNE ORGANIC SOCIAL TOP PERFORMERS VAIL MTN MARKETING CONTENT CATEGORY PERFORMACE Categories Quantity Engagement Rate Reach Mtn. Scenic 9 8.5% 493, 457 Village 15 10.6% 663,199 Events 13 9.4% 648,522 Epic Discovery 6 6% 273,283 Winter 1 4% 84,246 NEW SOCIAL VIDEOS VAIL MOUNTAIN MARKETING JUNE SEM PERFORMANCE VAIL MOUNTAIN MARKETING JUNE YOY Performance FY19 Results FY18 Results YOY % Change Non-Brand Impressions 92,459 55,711 67% Spend $11,739 $6,956 69% Cost Per Click $7.99 $5.73 39% Click Through Rate 6.6% 9.02% 27% Brand Impressions 78,462 100,769 22% Spend $12,271 $10,480 17% Cost Per Click $1.21 $.75 61% Click Through Rate 12.93% 13.82% 6% DIGITAL UPDATE DIGITAL DIGITAL MEDIA ECOSYSTEM DIGITAL MEDIA Digital Video Social Media Mobile Artificial Intelligence In the fourth month of the campaign, we saw success continue to grow across these tactics: DIGITAL VIDEO: JUNE PERFORMANCE Overall digital video completion rate (VCR) is up +3% YOY •Heavier investment in premium and live-streaming content •GoPro was the top performing Event message with the CTV tactic Mobile AI is driving a 1.54% CTR overall, exceeding the 1% benchmark for the tactics •Culture event messages are driving the highest VCRs – specifically, Vail Dance (80%) •Air messages are driving the strongest CTRs – specifically, Dallas non-stop (1.58%) Cross-device video efforts with mobile AI and TV/Cable retargeting are delivering a 82% VCR •Exceeding the 78% industry average VCR by +5% •Dallas is driving the strongest VCR and click through rates for both tactics DIGITAL MEDIA PAID SOCIAL: JUNE PERFORMANCE “Rites of Passage” brand spot is driving the strongest performance •93% VCR for Destination Families – a +4% improvement month over month Boomers are most engaged with event messaging in the Front Range •Culinary messaging is resonating the strongest – specifically, Spring Restaurant Week and Craft Beer Festival •Engagement among Boomers is a trend that has stayed consistent YOY Teens are more likely to watch the :08 video to completion on Stories •Parents are more likely to click out to vailsummer.com from Stories placements Destination Families are engaging with more than 92% of the content within the Canvas ad •Dallas continues to drive the most engagement DIGITAL MEDIA BRAND PHOTO/VIDEO SHOOT ASSET ACQUISITION BRAND VIDEO/PHOTO SHOOT Shooting July 23 & 24 with A Collective Us •Filmmaker & photographer duo •Creative storytellers first and foremost with proven experience choreographing movement with music •Versatile talent that will work collaboratively with the agency to achieve the vision for the campaign •Experience in the outdoor industry, with experience shooting in mountain/village settings ASSET ACQUISITION BRAND VIDEO/PHOTOSHOOT Shooting July 23 & 24 with A Collective Us •Filmmaker & photographer duo •Creative storytellers first and foremost •Versatile talent that will work collaboratively with the agency to achieve the vision for the campaign •Experience in the outdoor industry, with experience shooting in mountain/village settings •Proven experience choreographing movement with music ASSET ACQUISITION INCREMENTAL “GREEN” PHOTO ASSET SHOOT Opportunity: The current conditions of the valley, mountains, wildflowers and clear air (no smoke) are stunning and provide a unique opportunity to capture assets we have not been able to in years! Assets would replace outdated ( and smoky) shots and fill a need in our current library of photography assets. Objective: Capture the incredible green landscapes, wildflowers and overall mountain/village scenery in Vail Shots: •Hiking on Vail Mtn - signature background & sense of place, such as Holy Cross, stunning wildflowers and clear sky/air. Shot with and without family (2-3 kids), primary focus on sense of place/surroundings; secondary family in surroundings. Possible use of drone to capture high up angles. •Bike Path – casual biking along the Golf Course, with signature background & sense of place, such as Gore Range. Features talent - family and/or couple – biking with view of Gore in background. •Village - nestled in mountains scenic shot, showcasing Vail Village in valley of mountains. Budget: $TBD once shots finalized; re-allocations from Bus to Hike collateral and/or fall media Timing: July 19 – Early August ASSET ACQUISITION INCREMENTAL “VILLAGE” EDITORIAL SHOOT Opportunity: The vibrant village (minimal construction), flowers and clear air present a unique opportunity to capture “editorial” assets that take advantage of conditions and/or freshen current assets. Objective: Showcase the Village vibe, beauty and proximity of Vail Village to the surrounding mountains Shot Examples: •Gore Creek Drive/Clock Tower/Gore Range - Fresh version of the classic wide bustling village. •Clock Tower/Covered Bridge/Vail Mountain view •On Vail Mountain/Village below •Overview shots from rooftop/drone of village/mountain perspectives Budget: $TBD once shot list finalized; re-allocations from Bus to Hike collateral and/or fall media Timing: August ASSET ACQUISITION INCREMENTAL “VILLAGE” BRAND PHOTO SHOOT Opportunity: The vibrant village (minimal construction), flowers and clear air present a unique opportunity to capture assets that are outdated or lacking in our current library of photography assets. Objective: Showcase the Village vibe, beauty and proximity to the surrounding mountains Shots: •Biking – family and or couples pedaling through town with view in background to communicate ease and convenience of biking. Possible locations: Gore Creek Drive, International Bridge, base near Gondola One, area in front of Red Lion. Possible wide angle showing mountains in background and tighter shot showing canyon of village architecture. •Patios – family (not close up focus) in beautiful patio settings, showcasing sense of place in Vail Village, along with surrounding mountains and/or Gore Creek. •Strolling Streets – family moving through Vail Village, showcasing sense of place, along wit surrounding mountains and/or Gore Creek. Budget: $TBD once shot list finalized; re-allocations from Bus to Hike collateral and/or fall media Timing: August ASSET ACQUISITION 2020 PLANNING & TIMELINE PLANNING 2020 PLANNING Developing recommendation for 2020 based on Board’s direction: •Goals consistent with 2019; Occupancy goal has shifted to reflect YOY trends 2020 PLANNING May – October Timeframe 2018 Results 2019/2020 Goals Sales Tax $9,540,281 +4% Lodging Tax $991,126 +5% Overall Summer Occupancy 47.1% 48% occupancy Group Occupancy 8,570 Room Nights +5% 2020 PLANNING Budget: $3.5M (flat YOY) with additional $200 - $300K earmarked for data buildout. Developing recommendation for 2020 based on Board’s direction: •Audience/persona strategy consistent with 2019 •Investigating opportunities to expand marketing beyond historic flight markets •Exploring approach to seasonal messaging/strategy based on research findings and trends •Continue to identify ways to own our data and effectively use it in our marketing efforts •Consider allocating 10% of Budget to “Big Ideas” •Reconsider the role “signature” events play in our messaging •Exploring approach to Group Sales efforts •Exploring approach to International efforts •Ultimately, develop a 3 – 5 year vision for Vail Summer 2020 PLANNING POTENTIAL DATA SOURCES DATA-DRIVEN MARKETING In an effort to increase our data sources, effectively attribute ROI to efforts, and understand the efficacy of our campaign, we’re investigating the below: NEXT STEPS 2020 Planning: 2020 PLANNING July August September Oct.-Dec. 7/18: Initial partner meeting to develop recommendations for 2020 based on board decisions. Share drafted 2020Strategic Plan & Budget. Obtain approval on 2020 Strategic Plan & Budget from Town Council. Development and share-out of tactical planning and detailed budget. Data-Driven Marketing: July August September Oct.-Dec. Investigating opportunities and developing recommendation. Planning to share a specific recommendation and associated budget required to build our own database. Obtain approval on incremental budget and plan from Town Council. Development data platform so that at the turn of the fiscal, we’re ready to capture and implement data. OTHER BUSINESS OPPORTUNITY OUTSIDE TV / FOR BOARD APPROVAL The VVF has provided us with an opportunity to air our :30 Rites of Passage spot as part of the GoPro Mountain Games TV show: •Airs 9/2 and re-airs regularly •Airs nationally Our participation would require the negotiation of national usage for this spot. •$3900, which would be sourced from efficiencies in Cactus’ 2019 Video Edit budget MEDIA OPPORTUNITY THANK YOU! Next VLMDAC Monthly Meeting, Thursday, August 15, 2019, Location TBD