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VLMD minutes July 18. 2019Vail Local Marketing District Advisory Council Monthly Meeting Thursday, July 18, 8:30 am Donovan Pavilion, Vail AGENDA – Packet Link: https://vailgov.us9.list- manage.com/track/click?u=45149726e1f8493d4fbbaf26d&id=6d5ac73d86&e=630d 685907 In Attendance: Meggen Kirkham, SITE Marketing Kim Brussow, VVP Jana Morgan, Sweet Basil/VLMDAC Esmarie Faesler, VLMDAC/Sonnenalp Jeremy Gross, TOV Amy Moser Harrison, Four Seasons Beth Slifer, VLMDAC Skip Thurnauer, VLMDAC Jessie Klehfoth, VRD/VLMDAC Jana Morgan, Sweet Basil, Mountain Standard, VLMDAC Jenn Bruno, VLMDAC Laurie Mullen, WVLM, VLMDAC Matt Miano, TOV Mia Vlaar, TOV Kristin Yantis, MYPR Amanda McNally, MYPR Corrine Baud, MYPR Hannah Green, Cactus Ainslie Fortune, Cactus Chris Romer, VVP Carlie Smith, TOV Sandra Perrig, VVP Marrit Zoll, VVP Jess Sweetin, Vail Susan Proffitt, VVP Samantha Biszantz, CSE Satchele Burns, Deadline Motionworks Ashley Ojala, CSE Hannah Eflin, Vail Mountain Monthly Financial Report (5 minutes), Carlie Smith Carlie reported that May 2019 is flat with May 2018; YTD revenues at approximately $2 million, which is $164k, or 8.8%, up over 2018. Expenses YTD total $1.2 million. Regarding 2020 budget: proposal for 2% increase over 2019 budget, in line with council’s direction in initial conversations. Expense recommendation: $3.5 million budget for vendors (flat with 2019) and earmark $250K for independent data base. Majority of this will come from reserves. Fund balance proposed to end at $1.1 million, which is 32% of revenues. Laurie: comment re: Two council meetings ago, Kevin Foley remarked that they would like the Marketing District to reimburse Art in Public Places for the Kelsey-Montague video. There were at least 4 hands raised. Mia: opportunities come up that have not been budgeted for - looking at 2020 budget with this in mind to build in contingency funds, so that that the funding is available for these types of situations in the future. Beth: Motion to allocate $8K for this purpose: Motion: Beth/ Approval: Unanimous • Approval of June 20, 2019 Minutes (5 minutes), Board Motion to approve June 2019 minutes Motion: Skip/ Second: Jesse/ Approval: Unanimous • CSE Meeting Updates (10 minutes), Board Members Skip and others have attended the CSE meetings. Sam from the CSE board is here at VLMD today to report back. Suggest continuing this and communicating as much as possible. Laurie: feedback on actions items for CSE and VLMD has been helpful; intend to continue the reciprocal meeting attendance. Thank you to VLMD and CSE members for attending these meetings. • Summer Occupancy Update (10 minutes), Chris Romer Decimetrics info in packet; ongoing trend is numbers are down across Western region. Retail report data is through end of June, and behind last year. Numbers do reflect the increase in inventory (2019 more rooms in inventory than 2018). ADR is up slightly over last year. Romer reported that at the Co Association Destination Marketing meeting, only ONE community across the state (Glenwood Springs) reported summer occupancy numbers up, out of about 30 attendees from all across the state. Most are attributing to this to various reasons: very wet spring, extra ski trips they took in the winter due to high snowfall. Trend is across entire state, not one single identifier as to cause. Colorado and western region states all trending down. Beth: Q re: Is the state of Co spending the same amount? Ans. Yes – marketing spend is flat. Q re: Is there a trend to book closer-in? Ans.- Romer and Amy (Four Seasons) reported that booking closer in is not specifically a trend in this year. In previous years, and post-recession, yes, but not this year particularly – there is no silver bullet answer for summer 2019 downward trend. Discussion and comments re: bookings have not come back up. Economy slow down, group bookings and impact, Gaylord expansion and opening in November. Kim Brussow: Gaylord is buying group contracts from others to get groups; Denver as a whole is expanding and projecting additional 9,000 hotel rooms in next 2 years, new hotels up and coming, and convention center expansion. From group standpoint, trend is more long term bookings. Skip Q re: spend on current civic plan expansion – when this investment is made, can we compete? Ans. Yes – and Kim will expand more in her group reporting. Overall, no one answer for lower booking trend, but winter was strong and long so people took more winter trips; the current economic uncertainty, trade, tariffs, immigration and national uncertainty, etc. – economic data is more turbulent, people holding off on trip planning. Amy also reported example of an oil and gas company group from Denver that was booked for September that has cancelled due to uncertain oil prices. Press release on reporting for industry forthcoming. Takeaways – Colorado and Western states overall are down. • Group Sales Quarterly Update (15 minutes), Kim Brussow Kim intro’d VVP sales team with Sandra and Susan, who serve as connectors between meeting planners, vendors, activity providers, lodges, and partners in bringing in group business. Please SEE SLIDES. Kim recapped strong quarter 2 group business successes, groups booked, trade show attendance and results. Highlights: (see slides) GMITE (Global Meeting and Incentive Travel Exchange) tradeshow in Park City, FICP (incentives, corporate events and meetings). “Plan your meetings,” and new nonstop Philadelphia flight. Upcoming 3rd quarter focus and recap –please SEE SLIDE. September will be VVP’s first time attending the IMEX tradeshow in Las Vegas. CVENT recap – please SEE SLIDE – CVENT software is their #1 lead generator, ease of reporting. Receive requests for proposals and respond/recommend based on expertise. Please SEE SLIDE showing CVENT comparisons. Current state of industry: SEE SLIDE for recap. The U.S is outpacing the rest of the world for hotel construction and new inventory available to planners. Laurie Q re: do we still have resources to bring in groups? Ans: yes, we have both event recruitment budget, and site tour FAM budget – used for flights, entertainment, and also driving new business. Romer: team works closely with lodges and hotels to maximize the opportunities, elevate Vail, and maintain presence at these trade shows. Kim: team is consistently changing strategy based on inventory trends, maintains close contact and communication on an ongoing basis. Kim and Amy are working on a survey to continue to elevate efforts. Esmarie Q re: Colorado group business compared to other states – are we losing business to Denver, or other areas? Ans; seems to be a mix of both – i.e. everyone wants to go to Nashville right now. Colorado is losing some group business as groups look for what is new. Outreach includes also bringing some older groups back. • PR Quarterly Update (20 minutes), MYPR, Kristin Introduction and welcome for Amanda and Corrine. Corrine just joined in June. Please SEE SLIDES. Kristin provided recap discussion for our “hosting season;” Denver Media Dinner and Visiting Journalists Program. Recap of journalists in attendance for Denver dinner. YTD media coverage and recap of messaging impact. Discussion re: quantitative vs. qualitative approach, and current shifts in numbers, as compared to large amount of coverage in Breck and Aspen. YTD Key Messages – SEE SLIDE– Category clarification: “Events” are examples such as GoPro vs. “Art, Music and Festivals” which are examples like Bravo! Re: teen and family messaging, Aspen Sojourner magazine ran a teen focused piece, suggest similar coverage for Vail. Beth: Q Re: importance of our family messaging - where is the disconnect? (please see slide – reporting shows that family/ teen messaging is resonating the least.) Ans: our teen messaging is not strong; guests want what is new, and specifics about teen programs. Q; where does Epic Discovery advertising fall? Ans; in outdoor activities... Additional discussion about teen messaging, what should be emphasized, can influencers be incorporated. Teen message and programming needs further clarification and discussion. Sample media coverage - please SEE SLIDE – Recap of Forbes article, “Beat the Heat” piece that was run in Dallas, Peter Greenberg taping (air date TBA). Media feedback: they loved Lenona, apps at Sweet Basil, and little personalized and unique touches. Media group taken to Bravo in June, and questions were raised about our demographic. More media will come on the weekend, but consider shifts to weekdays to highlight events that better represent our demographics. Looking ahead – SEE SLIDE - recap of upcoming visiting journalists and August media dinner (location TBD). Request to reallocate budget dollars, $7500 from funds saved on Mexico trip, for domestic use. (No vote is needed). • Email, Web, Organic Social Performance & SEM Update (15 minutes), Vail Marketing, Jess and Hannah Please SEE SLIDES. First, there were some discrepancies with the engagement statistics that need to be corrected, and the team is working on correcting these and bringing updates. So information will be updated for the next meeting. Jess gave recaps for July email outline plans, and June results. June Organic Social Media recap –– SEE SLIDES. Reporting is up across all categories, likely due to 7-day frequency of posts. June top performers – SEE SLIDES for content category performance break down. New social videos: Satchelle shared new videos posted, fly fishing video currently running, and upcoming climbing videos coming out later in July. There is no web performance recap for this meeting, but the analytics dashboard for VailSummer.com landing page was completed this last week. Finalizing dashboard and team will bring these performance recaps in August. Q re: social top performer categories- village is top performer, but there are no videos of the village. Ans. Village content for June was static content, scenic within village. Discussion re: more village video requests; allowing guests to see what they can “do on the ground and where they are staying.” Marketing group is revising and adding more village videos for NEXT summer. June SEM performance – please SEE SLIDE. Reporting includes $17K incremental amount, this was primarily spent in non-branded search term efforts, from May 21 to June 20. As a result, data shows an uptick in the non-branded search terms and strong performance from this investment. Additional discussion re: these upper- and mid- funnel non-branded search terms (where investment was placed) seeing significant increases. See slides. Overall cost per clicks is still up, but not as high as May. Still up slightly YOY. Results showing a healthy mix of destination visitors and Colorado locals, which is encouraging, as the team does not have the ability to target these demographics separately. Will be adding optimization with 65 new key words for July that are showing performance. Analysis conducted has found that “site links” are missing; these are links for contact info and phone numbers that come up automatically on platforms when people are searching. Looking to add this in. Skip – Q re: how is Epic Discovery performing? Seems busy and popular. How is Epic doing compared to other zip lines/activity areas throughout the Valley? Ans. Don’t have specifics on Epic Discovery broken out from other categories, but anecdotally it looks good; especially with operational shut down over the fourth of July. Will look into providing better state-of-business on this, and will follow up in August. Laurie –Q re: looking at strength of searches for non-branded terms, (i.e. “rafting”) What is being provided, and how is the quality of content? What content is provided for those searching in this manner? Ans. Links are provided to other providers/vendors in the Valley. Discussion of areas that can be improved, such as dining. This can be researched further with the analytics team. Q re: VLMD still pays a portion of management of the content? Ans. Yes. Q re: Previous difficulty with the transition resulted in separating Colorado versus national databases, how was this determined? Ans. This was addressed sending email to Colorado database, and then the paid email with Cactus was sent to the destination audience. Volume is correct on the slide, but the engagement analytics need to be revisited. June emails were sent to both groups, and July emails were sent only to Colorado audience. <Error on slide re: cost per click> Additional discussion re: general ideas to move these numbers; adding additional search terms, how to improve on a weekly basis; comments that there is lots of competition in the non-branded space. Esmarie; Q re: How much $ spent in July on SEM? Ans. $16 K a month, (without the incremental spend in June.) Upcoming web metrics will show more info re: quality and numbers. • Digital Report (10 minutes), Cactus, Hannah Digital Media Ecosystem in the 4th month of campaign. Additional discussion will take place in following meeting. June performance – digital video recap – overall digital - mobile AI – paid social – performance recaps – PLEASE SEE SLIDE. Discussion re: web traffic results, and how to maximize the budgeting and tactics for 2020 based in these results. Strong results in culinary is encouraging, especially as more events are still to come. Will have additional reporting to share on tactics and results next month. Q re: how did restaurant week perform? Jana – no uptick in business for Basil particularly, but this was the first year, restaurants are still on special until June anyway. Comments that restaurant specials for that week were not particularly amazing. Mia - comments re: we can continue to explore additional options to showcase dining options and feature culinary; there is a lot of opportunity. Discussion re: Farm to market experience – Angela Mueller’s event - moved from Secret Garden onto International Bridge. This is a great location for visibility to showcase Vail, unique offering, awesome event. Can we do more of these? 2-3 per year currently; hosted about 120 people, this event does sell out. Disconnect noted between PR and marketing for this event –we can address and improve this – also can use this event on photography shoot lists, as this is a unique event and visually inviting. Meggen – adding in photography for additional events - upcoming July 26th and August 16th. Discussion re: staging something, etc. and how to approach this visually. • Brand Video/ Photo Shoot Update (15 minutes), Cactus, Ainsley Update on scheduled 23rd and 24th upcoming shoots; they are using a different source for professional photography for this. Will be good for comparison of content from different partners. They have a script, and a plan for weather delay with schedule options. Q re: shot list prepared? Ans. There is a tech scout working on this; focus on proximity to Village and mountain activities, and how to combine both. Both still and video content will be captured and can be used in the future. Meggen – update on additional photo assets planned. Opportunity now for an incremental “green” photo asset shoot. The Valley is really green right now, wildflowers are amazing, no wildfire smoke, etc. Please SEE SLIDE – planning additional photo shoots to capitalize on this. Three key shots have been identified as targets: hiking on Vail mountain with and without family, the bike path with views, and the Village - suggestions for a “nestled Village” perspective - and getting better shots given conditions now. Discussion re: possible use of a drone, as this perspective is not currently in the asset library. If agreeable, will move funds to add this incremental Village editorial shoot, to be done by Jack Affleck, not using professional models, but just Jack capturing the Village vibe, beauty, and content. Shot examples: fresh versions of wide angle village shot, from an aerial view, the clock tower and covered bridge. Construction status is in better place compared to previous years to get this done now as well. Jana Q re: getting these additional village shots, as we don’t seem to have enough – VailSummer website not showing enough – suggest shooting by the Gore Creek (busy and active vibe, families, picnic, pretty location, etc.). Additional discussion re: adding this “village” shoot. Partner discussion will also take place next, and include talking over how to get these village shots: patios, photogenic shots such as from inside the Alpenrose, and how much to focus on and recapture Vail’s “European” emphasis, as this sets us apart from other mountain destinations. Recap: ask Jack to do this editorial shoot, to take advantage of the green, add Gore Creek views, and then fill in (after reviewing resulting content) and set up a branded, produced shoot. The editorial piece by Jack will be $3K, (no set up and production) – and for total, set limit as not to exceed $10K. Discussion re: make a decision after the structured shoot takes place, with setting an appropriate financial limit? This does NOT include video, just still shots. Motion to authorize up to $10,000, if it is decided with Cactus’ recommendation, that an additional shoot is necessary. Motion to approve: Beth/ Second: Jessie/ Approval: Unanimous Motion for a vote to approve $5,000 for a “green” shoot, and $3,000 allocation for the Village editorial shoot, (shifting appropriate funds.) Motion: Ainsley/Second: Jana/ Approval: Unanimous • 2020 Planning & Timeline (15 minutes), Cactus 2020 planning update please SEE SLIDE Updates from the last meeting and Board retreat. Decision to keep goals consistent. Landed on 48% occupancy. Update on budget planning discussion, in order to own more of our own data. $200K – $300K earmarked for data buildout. Working on developing suggestions with the Board’s direction for 2020. • Data Driven Marketing (10 minutes), Cactus Discussion re: potential data sources, as the group looks to purchase and own more data. A recommendation will be made in August. Discussion about these potential sources, such as VISA, AMEX, PlaceIQ, Air DNA, etc. and obtaining information from resources similar to decimetrics, but reflecting the vacation rental market. “Arrival list” – tracks guests in the market on mobile devices. These purchased data options would supplement current data. Beth comment re: Gorsuch, the Golden Bear - and similar retail places - likely have 40+ years of data collected – would they sell these lists? Can look at these opportunities, Vail Rec, restaurants with OpenTable, etc. Esmarie q re: do the options and costs we have discussed for potential sources to purchase data include any data management or storage. Kim: Group sales team uses SalesForce, but this software has limits on distribution numbers. Can only send limited number of emails. Mia comment re: sharing this data info with lodging partners – how can we explore sharing this with them? Additional discussion of time line to make these decisions and move on them to optimize quickly. Anticipating that this funding will be identified and not come from fund balance. Skip Q re: is this a one-time purchase price for the data, and what about longer term planning? After purchase, is it turned over to the TOV to maintain? The partner meeting taking place next will continue this data collection discussion. Investment will be phased over time. Please see SLIDE – next steps in planning time line. • Other Business Mia – Guest Experience update - approval received Tuesday from council for moving forward with three-prong approach to guest service training. Thanksgiving activation event, 10 days, moving forward on this as well, additional decision on Monday. Comments and discussion re: end of ski day celebrations, ways to “animate” the village, i.e., processional bell ringing, celebrations at the end of the ski day, how to incorporate all partners. Strong support moving forward on multi-use facility – stay tuned. Jeremy Gross introduced as new member of team, Special Events Coordinator. Matt Miano is moving to North Carolina! Good luck Matt! With new programming and issues, civic area plan, lodging representation would be helpful at presentation on August 6th, Consultants have not yet decided on scale/size. Quick discussion re: rescheduling next month’s meeting - Next VLMD meeting will be August 22nd Normally, the presentation from partners is ready Friday before the meeting. Request for flexibility to work on August presentation; suggest to have the deadline moved to Tuesday EOD before the Thursday meeting, to have extra time for preparation. Quick review of the last slide – (Hannah, CACTUS) Discussion re: outside TV spot for Board approval. Propose to air “Rites of Passage” 30 second spot, shown nationally starting September 2nd, and re-airing, as part of the GoPro Games TV show; reallocate national usage for this spot, $3900. No vote is necessary, this has already been vetted and deemed a great opportunity. • Adjournment Motion Beth/ Second: Skip/ Approval: Unanimous Next VLMDAC Monthly Meeting, Thursday, August 15, 2019, Grandview Room