HomeMy WebLinkAbout13. Budget RollUPCategory 2019 2020
YOY $
Change
YOY %
Change Comments
Destination 1,076,070 1,014,012 -$62,058 -6%
Cactus moved agency fees for media planning/buying/reporting to the
Agency Fees category; Reduction in media spend in traditional and digital;
Email efforts now included in Destination
International $166,428 $205,500 $39,072 23%
Increase to add 1 additional in market PR event, additional paid media,
direct to consumer efforts
Front Range $283,500 $223,000 -$60,500 -21%
Decrease in Traditional paid media; Focus efforts on need times; event
driven messages
Groups & Meetings $680,738 $680,738 $0 0%
PR Expenses $92,500 $92,500 $0 0%
Social $115,750 $83,750 -$32,000 -28%
Decrease to account for reconfigured influencer program; fewer social
videos
Photo/Video $164,502 $218,000 $53,498 33%
Additional "tactical" assets and ensuring the Brand Asset shoot is fully
funded for new concepts for 2021; Cactus management of Social Video
production
Research $152,278 $85,000 -$67,278 -44%
Removal of Burke Brand Research this year; as well as Family Research
conducted in 2019
Marketing Data $0 $112,500 $112,500 100%
NEW Initiatives - inclusive of research, discovery, data warehousing and
website specific to Vail Summer efforts
Website $59,000 $17,000 -$42,000 -71%
This looks deceiving - it is not that we are reducing website efforts, just
moved into the new Data/Website line item initiative taking place in 2019
and 2020
Admin Misc.$8,000 $8,000 $0 0%
Branding/Production $240,400 $249,500 $9,100 4%
Cactus added $4K of Misc./Travel Expenses. SITE added dollars to ensure
involvement in branding, brand photo shoot, strategic/budget management
Vail App $16,034 $10,000 -$6,034 -38%Focused efforts locals/drive in travelers
Legal/Accounting $25,000 $25,000 $0 0%
Contingency $50,000 $50,000 0%We had contingency of $44K in 2019
Adv. Agent Fees $146,300 $148,000 $1,700 1%Slight increase in fees
Mktg. Coordination TOV $95,000 $95,000 $0 0%
Mkt Coordination - VVP $36,000 $40,000 $4,000 11%Slight increase in VVP fees
Professional Fees MYPR $117,500 $117,500 $0 0%
Special Events $25,000 $25,000 $0 0%
TOTALS $3,500,000 $3,500,000
2020 Budget Roll Up and YOY Shifts