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Home My WebLink AboutVLMDACSeptemberFINALVLMDAC BOARD MEETING SEPTEMBER 19, 2019 AGENDA •Monthly Financial Report, Carlie Smith •Approval of August 22, 2019 Minutes, Board •CSE Meeting Update, Amy Moser Harrison •VLMD September 3 Meeting Recap, Board/Mia •Organic Social & SEM Update, Vail Mountain Marketing •Digital Update, Cactus •Data & Web Update, Cactus •Asset Acquisition Update, SITE/Jack Affleck •Guest Experience, Town Manager, Town Council Election and Board/Commission Vacancies Update, Mia Vlaar •Other Business A G E N D A ORGANIC SOCIAL & SEM UPDATE V A I L M A R K E T I N G SEM PERFORMANCE VAIL MOUNTAIN MARKETING August YOY Performance 2018 Results 2019 Results YOY % Change Brand Impressions 84,664 70,124 -17% Spend $10,881 $10,400 -4% Cost Per Click $1.00 $1.17 +16% Click Through Rate 12.8% 12.7% -1% SEM PERFORMANCE VAIL MOUNTAIN MARKETING July - August Performance July Results August Results MOM% Change Brand Impressions 80,073 70,124 -12% Spend $11,068 $10,400 -9% Cost Per Click $1.05 $1.17 +11% Click Through Rate 13.2% 12.7% -4% AUGUST ORGANIC SOCIAL MEDIA YOY V A I L M T N. M A R K E T I N G Reach 5% Impressions 9.4% Reach 7.1% Impressions 14.8% Reach 4.8% Impressions 2.6% 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. AUGUST ORGANIC SOCIAL TOP PERFORMERS V A I L M T N M A R K E T I N G CONTENT CATEGORY PERFORMACE Categories Quantity Engagement Rate Reach Mtn. Scenic 11 7.4% 402,344 Village 9 4.8% 298,356 Events 5 5.2% 158,910 Epic Discovery 3 3.97% 112,227 Winter 5 4.1% 226,600 DIGITAL UPDATE P A I D M E D I A DIGITAL VIDEO: AUGUST PERFORMANCE Overall digital video completion rate (VCR) is up +2% YOY •Heavier investment in premium and live-streaming content and living room screens Mobile AI is driving a 1.53% CTR overall, exceeding the 1% benchmark for the tactics •Air marketing, brand, and event message are all performing evenly for VCR •Culture event messages to the Front Range are driving the strongest CTR •Jazz Fest is the strongest performing event message to date Cross-device video efforts with mobile AI and TV/Cable retargeting are delivering a 82% VCR – level with performance YOY •Exceeding the industry average VCR by +5% •TV/Cable retargeting completed in July with a 82% VCR, as Dallas drove the top performance (in comparison to Chicago at 80% VCR) •Front Range mobile AI efforts are in market through the end of September D I G I T A L M E D I A PAID SOCIAL: AUGUST PERFORMANCE Front Range event videos have surpassed “Rites of Passage” brand spots as the top performing messages •Kids Adventure Games had the top VCR at 93% •Fall brand spot for Boomers out-performed the Early Season spot Boomers in the Front Range are driving the highest click volume •Vail Jazz was the top performing creative in market in August Videos are driving higher CTRs compared to carousel among all audiences in all markets •All remaining Front Range event spots are focused on video delivery D I G I T A L M E D I A DIGITAL RADIO: AUGUST PERFORMANCE Fall efforts launched on Pandora in early August to Destination Boomers and in late August to Front Range Boomers •Mobile is driving the strongest performance from a click and CTR standpoint •The Leisure Travelers and Outdoor Sports Enthusiasts custom audiences are driving the strongest performance among the Destination markets D I G I T A L M E D I A PAID EMAIL: AUGUST PERFORMANCE Paid email support was deployed on 8/13 to Front Range Active Professionals and Super Boomers, in which both audiences more than the doubled industry standard performance for KPIs •Both audiences deployed email messages around dining •Active Professionals had a slightly stronger Open Rate than Super Boomers (24% compared to 21%) •Benchmark performance is 9% •Active Professionals also saw slightly higher CTRs from target emails (2.4% compared to 2.2%, respectively) •Benchmark performance is 0.8% •Strong performance for both audiences can be attributed custom audience segments of foodies and culinary interests D I G I T A L M E D I A DATA & WEB UPDATE 2020 P L A N N I N G OVERVIEW In early September, the board and Town Council approved the incremental 2019 budget to support our data and web efforts. •Next Steps & Timing •URL Recommendation •Community Involvement D A T A & W E B DESIGN AND IMPLEMENTATION TIMELINE October ‘19 March ‘20 DMP & CRM planning, configuration, launch and test Website discovery and planning Website Content, SEO, Design & Prototype Build and Launch Website 3rd Party Data Purchase January ‘20 D A T A & W E B WEBSITE DESIGN AND DEVELOPMENT Discovery and Planning •Customer research & journey mapping •Stakeholder sessions •Competitive analysis •Measurement planning •Functional requirement gathering Next Steps: •9/19: URL recommendation & purchase •9/23: Identify VLMD database & website committee members •9/30: Determine the 3-5 competitors for website analysis •10/7: Begin stakeholder interviews to understand objectives that data stack must deliver on, KPIs, measurement strategy, etc. D A T A & W E B URL RECOMMENDATION Process: •Investigated purchase of vailsummer.com •Data wouldn’t be ownable based on lease agreement •Determined that URL would be too limiting seasonally •Reviewed all possible TOV-owned URLs •Brainstormed possible URLs and investigated ownership D A T A & W E B Criteria: •Seasonally agnostic •Specifically mentions “Vail” •Uses the .com extension versus others •Ownability and potential for building brand equity Considerations: •Travel-related and visitor-facing •Not including punctation likes dashes in domain name •Cost of purchase URL RECOMMENDATION D A T A & W E B Recommendation: •Primary domain of cometovail.com •We’ve secured ownership for this URL •Secondary domain of vailfall.com for specific fall promotions •We’ve secured ownership for this URL Alt Recommendation: •discover-vail.com •We’ve secured ownership for this URL URL RECOMMENDATION D A T A & W E B COMMUNITY INVOLVEMENT Key Efforts •Google DMO: Investigate opportunities to become a preferred partner through Google DMO. •Source Website Ideas: Tap community stakeholders to share possible content, functions, and features of site, via Google Doc. •Community Training Session: Support the community with understanding and employing best practices through 60 min. session on how to leverage digital tools to meet and exceed consumer expectations. •Database Build: Leverage community contacts to help build our data collection efforts, including the creation of email outreach content to assist in these efforts. Next Steps: •September-October: Google DMO investigation/implementation •September-October: Collect website ideas from community •October: Community Training Session •Q1 2020: Database build with community outreach D A T A & W E B ASSET ACQUISITION A S S E T S ASSET ACQUISITION – “CASUAL BIKE” A S S E T S Goals: •Showcase authentic casual, family friendly biking experiences in Vail •More to come!! THANK YOU! Upcoming Meetings & Events VLMDAC Monthly Meeting, Thursday, September 19, 2019, Grand View Room APPENDIX A P P E N D I X Investigated Domains & Cost of Purchase URL $4.99-$11.99 $1000+ discovervail.com X visitvail.com X explore-vail.com X vailCO.com X welcometovail.com X vailexperience.com X travelvail.com X thevailexperience.com X vailtourist.com X enjoyvail.com X vailtravel.com X URL RECOMMENDATION D A T A & W E B Investigated Domains & Cost of Purchase URL $4.99-$11.99 $1000+ govail.co X visitvail.co X vailunplugged.com X vaildiscovery.com X discovervail.co X URL RECOMMENDATION D A T A & W E B