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HomeMy WebLinkAboutVLMDACNovemberPresentationVLMDAC BOARD MEETING NOVEMBER 21, 2019 AGENDA •Monthly Financial Report, Carlie Smith •Approval of September 19 and October 17, 2019 Minutes, Board •Eagle County Regional Airport, David Reid •RRC Research Results, Chris Cares •PR Update, MYPR •Email, Website, Organic Social Results, Vail Marketing •Data & Web Update, Cactus •CSE Meeting Update, Beth & Skip •CSE Funding, Ali Wadey •PrimaVail, Vail Après, Revely Updates, Ali Wadey •Other Business A G E N D A EAGLE COUNTY REGIONAL AIRPORT A I R P O R T RRC RESEARCH R E S E A R C H RESULTS: Vail Summer 2019 Intercept and Web Survey Selected Findings Prepared by: November 21, 2019 6 Overview of the 2019 Research Program Vail Summer 2019 Survey | RRC Associates | 11/21/2019 The following slides represent an overview of survey results obtained through surveys during summer 2019. The findings to follow provide a summary of selected results and key findings. Additional crosstabulations, open-ended comments, and further analyses are available upon request. The primary component of the 2019 Survey Research program consisted of an Intercept Survey conducted in various locations in Vail by RRC-trained interviewers. Additionally, a Web Follow-up Survey was sent to participants that were willing to provide their email addresses at the time of the intercept interview. A version of the web-based survey was also sent to a sampling of VAIL App users and selected results from that survey are included in the 2019 analysis. 7 Overview of the 2019 Research Program Vail Summer 2019 Survey | RRC Associates | 11/21/2019 The survey research is designed to provide an overview of key measures from summer 2019, as well as to permit comparisons year over year. The Intercept Survey form remained largely unchanged this year from surveys conducted in summers 2017 and 2018. Comparative graphs for the past three years are provided for selected Intercept questions that did not change in 2019. Additionally, this presentation contains a sampling of slides illustrating findings on other Post Visit survey responses from this season. A full set of graphs summarizing 2019 results are provided under separate cover. Results from the summer 2019 research are based on approximately 1,000 responses to selected Intercept Survey questions obtained between June15 through September 30. The Web Follow-up and VAIL App Survey segment of the analysis include approximately 150 responses. Note that the number of respondents varies by question. 8 Summer Occupancy - May through September Vail Summer 2019 Survey | RRC Associates | 11/21/2019 •Based on several measures, visitation was down somewhat in 2019 across all summer months. Poor weather contributed to a slow start to summer visitation, and these results continued through the entire season. A summary of selected results from the DestiMetrics reporting, and Town of Vail parking monitoring follows in this presentation. Based on DestiMetrics’ occupancy data, results showed: •Paid stays were down approximately 6.5% May to September, 2019 compared to 2018. •May (down 22%) and June (down 13%) were particularly weak compared to last year. •July rebounded although still soft relative to 2018 (down 1.8%). In 2018, July was also soft compared to 2017. The changes in the July period over time warrant particular attention, July 4th will fall on a Saturday this year, it was on Thursday in 2019. •August was down 6.1% compared to 2018, another important month to be fully evaluated in strategic terms. •September was relatively flat year over year (down .5%). •The full results are summarized on the following slides. 9 2019 vs. 2018 Summer Occupancy Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Parking Data from Town of Vail •As summarized below, parking measures also show similar patterns when tracked across the summer, with declines in total vehicles counted in all of the summer months except August. Overall, the parking counts showed a decline of about 4% from 2018. •The new Red Sandstone lot added some additional public parking capacity in 2019 and these counts are included in the 2019 totals. •There were less dates with parking on the Frontage Road in 2019, an indication that there were less peak situations this summer. This represents a positive trend in terms of some of the Town’s overall objectives but is another indicator of overall visitation. •Taken together, the DestiMetrics and parking data confirm the pattern of less visitation in 2019, with visits down from 2018 and 2017 and similar monthly and daily trends identified. Declines in sales tax revenues have also been identified during the early summer months. These trends deserve particular attention as Vail looks to the future. 11 Parking Counts – Monthly Data – May through Sept. Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Location:2018 2019 % Change 2018 2019 % Change 2018 2019 % Change Frontage Rd.1,815 2,023 11.5%2,430 2,534 4.3% Lionshead 28,949 20,661 -28.6%50,119 41,951 -16.3%62,311 57,822 -7.2% Vail Village 44,452 41,945 -5.6%78,074 75,797 -2.9%97,579 94,965 -2.7% Red Sandstone 1,692 2,905 2,798 Grand Total 73,401 64,298 -12.4%130,008 122,676 -5.6%162,320 158,119 -2.6% Location:2018 2019 % Change 2018 2019 % Change 2018 2019 % Change Frontage Rd.427 316 -26.0%525 515 -1.9%5,197 5,388 3.7% Lionshead 56,325 57,081 1.3%52,094 47,796 -8.3%249,798 225,311 -9.8% Vail Village 88,348 88,277 -0.1%71,901 67,536 -6.1%380,354 368,520 -3.1% Red Sandstone 1,862 681 9,938 Grand Total 145,100 147,536 1.7%124,520 116,528 -6.4%635,349 609,157 -4.1% May June July August September Usage of Vail Parking Structures and Areas by Month and Year May-September 12 Parking Counts – Monthly Data – May through Sept. Vail Summer 2019 Survey | RRC Associates | 11/21/2019 13 Parking Counts – Daily Data – May through Sept. Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Note: Vehicles/transactions include data from Red Sandstone, Frontage Rd, Lionhead and Vail Village 14 Key Takeaways from the 2019 Survey Research Vail Summer 2019 Survey | RRC Associates | 11/21/2019 •Survey results indicate that the percentage of overnight visitors was similar in 2019 to 2018 (75% compared to 73% respectively). However, the percentage of day visitors encountered through the surveys was down and the percentage of second homeowners was up. •The geographic origins of summer visitors remain similar to those observed in past years with about 35% of all visitors from Colorado, followed by Texas, Florida, and California. •Net Promoter Scores (NPS) are strong again this year, 85% on the Intercept survey compared to 81% in 2018, 83% in 2017 and 80% in 2016. •Approximately 30% of respondents are on their first visit to Vail. This measure is virtually unchanged from 2018. •Survey results suggest that the use of RBO (AirBnb, VRBO, etc.) was up. •The 2019 survey continued to evaluate family/children responsiveness to Vail programs. These results have been probed and are shared in a section of this presentation. The data suggest some gains in parties with kids. A Selection of Intercept Survey Results 16 Intercept Survey Results are Similar Year to Year Vail Summer 2019 Survey | RRC Associates | 11/21/2019 •As illustrated in the following slides, the survey results are similar across many of the survey questions when compared to data from 2017 and 2018. In other words, the data don’t point to a single source of the changes in visitation this year. However, we note that the data should be interpreted with some caution. Interviewing occurs across a long season, in multiple locations throughout Vail, on days which are sometimes influenced by special events and unique conditions in one part of town or another, with an interviewing team that can change day to day, should be considered in interpreting findings. In general, we suggest that results should be viewed to be directionally accurate but precise measures should be interpreted carefully. Further, it is suggested that there may need to be some changes in the research program to fully track some of the trends that are being identified from other data sources (DestiMetrics, Town parking and sales tax data, etc.) •One of the purposes of the surveys is to permit overall findings to be segmented. For example, Overnight out of state, Colorado Overnight, Day and International are tracked. Additionally, seasonal residents (second homeowners) also participate in the surveys. Local residents, when contacted through the random sampling, are not invited to participate. 17 Visitor Type Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Slight increase in the share of overnight visitors, seasonal residents. Decrease in the share of day visitors. 18 Location of Accommodations Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Nearly two-thirds of respondents (72%) stayed in Vail (-3% vs. 2018). 19 Accommodation Type Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Share of respondents that report staying in rent-by-owner lodging is at 13%; this is up 5 ppts relative to 2018. 20 Flight Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Over half of respondents took a flight as part of their travels to Colorado/ the Vail area. 21 Primary Reason for Visit Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Recreation/Vacation/ Leisure 2019: 76% 2018: 72% 2017: 74% Recreation/vacation/leisure remains the dominant reason for visiting, up slightly from previous years. 22 Epic Discovery Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Nearly a quarter of respondents report they will visit Vail Mountain Epic Discovery on the day they were interviewed (24%). Eight percent of respondents were “uncertain.” 23 Intercept NPS Vail Summer 2019 Survey | RRC Associates | 11/21/2019 NPS Score: 83 NPS Score: 81 NPS Score: 85 The Intercept Net Promoter Score increased to 85 due primarily to an increase in the share of “promotors.” It is up from 2018 (81) and 2017 (83). 24 Number of People in Party Vail Summer 2019 Survey | RRC Associates | 11/21/2019 25 Age of Respondent Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Similar age distribution to previous years. Majority of respondents (78%) between 35 and 74. 26 State Vail Summer 2019 Survey | RRC Associates | 11/21/2019 27 State - 2019 Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Vail continues to draw from all regions in Summer: Texas, Florida, California and the North East. 28 Colorado County - 2019 Vail Summer 2019 Survey | RRC Associates | 11/21/2019 A Selection of Post-Trip Survey Results 30 Booking Method Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Booking directly with the hotel/lodging property was the top booking method (38%), followed by booking directly with the property owner (20%) and OTA (20%). 31 Sources of Information Vail Summer 2019 Survey | RRC Associates | 11/21/2019 The dominance of recommendations from friends/family and Google searches are evident in the data. 32 Top Source of Information Vail Summer 2019 Survey | RRC Associates | 11/21/2019 33 Vail App Vail Summer 2019 Survey | RRC Associates | 11/21/2019 34 Welcome Center Vail Summer 2019 Survey | RRC Associates | 11/21/2019 35 Types of Experiences Vail Summer 2019 Survey | RRC Associates | 11/21/2019 36 Travel Party Vail Summer 2019 Survey | RRC Associates | 11/21/2019 37 Activity Participation Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Children/Teen Related Questions 39 Activity Participation: Children/Teens Vail Summer 2019 Survey | RRC Associates | 11/21/2019 40 Satisfaction with Vail Experience for Children Vail Summer 2019 Survey | RRC Associates | 11/21/2019 41 Satisfaction with Vail Experience for Children: 2019 vs. 2018 Vail Summer 2019 Survey | RRC Associates | 11/21/2019 42 Children’s Interest in Revisiting Vail Vail Summer 2019 Survey | RRC Associates | 11/21/2019 43 Children’s Impact on Vacation Destination Vail Summer 2019 Survey | RRC Associates | 11/21/2019 44 Children’s Impact on Activity Participation Vail Summer 2019 Survey | RRC Associates | 11/21/2019 Additional Post-Trip Survey Results 46 Pace of Vacations: Overall and by Presence of Kids Vail Summer 2019 Survey | RRC Associates | 11/21/2019 47 Previous Visitation Vail Summer 2019 Survey | RRC Associates | 11/21/2019 48 Epic Pass Ownership Vail Summer 2019 Survey | RRC Associates | 11/21/2019 49 Other Destinations Vail Summer 2019 Survey | RRC Associates | 11/21/2019 50 Extent Agree/Disagree Vail Summer 2019 Survey | RRC Associates | 11/21/2019 51 Extent Agree/Disagree: 2019 vs. Historic Vail Summer 2019 Survey | RRC Associates | 11/21/2019 52 Extent Agree/Disagree Vail Summer 2019 Survey | RRC Associates | 11/21/2019 53 Extent Agree/Disagree: 2019 vs. Historic Vail Summer 2019 Survey | RRC Associates | 11/21/2019 54 Satisfaction with Vail Experience Vail Summer 2019 Survey | RRC Associates | 11/21/2019 55 Satisfaction with Vail Experience: 2019 vs. Historic Vail Summer 2019 Survey | RRC Associates | 11/21/2019 56 Likelihood to Return Vail Summer 2019 Survey | RRC Associates | 11/21/2019 57 Vail as “Green” Destination Vail Summer 2019 Survey | RRC Associates | 11/21/2019 58 Post-Trip NPS Vail Summer 2019 Survey | RRC Associates | 11/21/2019 NPS Score: 2019: 56 2018: 50 2017: 55 PR UPDATE P U B L I C R E L A T I O N S QUARTERLY UPDATE Fall Media Dinner •Wolf’s Taylor –9 media – Denver Post, Travel + Leisure, American Way, Robb Report, Mountain Living, Hemispheres, Colorado Homes & Lifestyles Visiting Journalists Program: •Sept. 13-16 in partnership with Four Seasons –Freelance writer for Fodors, Travel + Leisure, Country Living, Huffington Post, NY Post –Freelance writer for Travel Weekly, contributor to The Washington Post, USA Today’s Go Escape –Senior editor at Cowboys + Indians •Sample Individual Visits –Writer on assignment for several Texas-based outlets – PaperCity, NBC affiliate, etc. –Writer on assignment for year-round feature in San Diego Union Tribune Travel Classics P U B L I C R E L A I O N S MEDIA COVERAGE YTD Performance Against Comp Set P U B C L I R E L A T I O N S Breckenridge 223 Aspen 596 Vail 415 330M Impressions YTD KEY MESSAGES P U B C L I R E L A T I O N S Hotels/Hotel Packages 14% Arts, Music & Festivals 50% Events 24% Outdoor Activities 11% Family 1% SAMPLE MEDIA COVERAGE P U B L I C R E L A T I O N S SAMPLE MEDIA COVERAGE P U B L I C R E L A T I O N S SAMPLE MEDIA COVERAGE P U B L I C R E L A T I O N S SAMPLE MEDIA COVERAGE P U B L I C R E L A T I O N S FALL MEDIA DINNER P U B L I C R E L A T I O N S SEPTEMBER PRESS TRIP P U B L I C R E L A T I O N S SEPTEMBER PRESS TRIP P U B L I C R E L A T I O N S TRAVEL CLASSICS P U B L I C R E L A T I O N S TRAVEL CLASSICS P U B L I C R E L A T I O N S TRAVEL CLASSICS P U B L I C R E L A T I O N S EMAIL, WEBSITE, ORGANIC SOCIAL RESULTS R E S U L T S VAILSUMMER.COM PERFORMANCE (MAY-SEPT) VAIL MOUNTAIN MARKETING KEY PERFORMANCE •26K Total Visits •23K Unique Visitors •1.36 (min) Time Spent Per Visitor •1.05 average page views per person TOP PAGES NEXT VISITED PAGES 1.Summer Activities 2.Vacation Deals 3.Events 4.Vail.com homepage PAID SEARCH PERFORMANCE (2018 VS. 2019) VAIL MOUNTAIN MARKETING 2018 Results 2019 Results YOY % Change Non-Brand and Brand Brand Impressions 462,198 413,884 -10% Spend $51,372 $55,490 +8% Cost Per Click $1.14 $1.75 +37% Click Through Rate 9.72% 7.65% -2%pts EMAIL PERFORMANCE (2018 VS. 2019) VAIL MOUNTAIN MARKETING METRIC 2018 AGGREGATE JUNE 1-7 JUNE 11 JUNE 22 JULY 23 Volume -- +88% -24% Open Rate 17.8% +26% +23% +27% +19% Click Through Rate 1.3% -- -- -- 1.2% ORGANIC SOCIAL PERFORMANCE (2018 VS. 2019) V A I L M T N . M A R K E T I N G 12.3M 6.6M Reached Users 263K Engaged Users Organic Impressions +232% YOY + 52% YOY + 114% YOY ORGANIC SOCIAL – TOP PHOTO HIGHLIGHTS V A I L M T N . M A R K E T I N G TOP PERFORMING CONTENT: IMPS. REACH ENGAGEMENT Marmot and Back Bowls 102,900 73,900 19.2% Piney Lake 99,577 73,733 18.4% Back Bowls and Wildflower views 86,168 65,508 15.2% Sunset on Vail Mountain 83,617 60,899 14.1% ORGANIC SOCIAL – TOP EVENT POSTS V A I L M T N . M A R K E T I N G TOP PERFORMING CONTENT: IMPS. REACH ENGAGEMENT RATE Whistle Pig Concerts 100,300 73,362 14.4% Farmers Market 90,274 71,113 11.5% Oktoberfest 93,084 45,401 6.2% GoPro Games: Dock Dogs 106,104 51,006 6.1% ORGANIC SOCIAL – TOP VIDEO POSTS V A I L M T N . M A R K E T I N G TOP PERFORMING CONTENT: IMPS. REACH ENGAGEMENT RATE GoPro Spring Snowmelt Timelapse 76,630 56,173 14.9% Summer Is Here By Deadline 93,641 69,235 14.3% GoPro Fall Aspens in the Wind 62,492 44,289 11.9% Snowmaking Expansion Video 83,466 60,463 28.0% PAID SEARCH PERFORMANCE (SEPTEMBER YOY) VAIL MOUNTAIN MARKETING 2018 Results 2019 Results YOY % Change Non-Brand Impressions 97,006 70,351 -27% Spend $10,660 $7,683 -28% Cost Per Click $2.75 $4.31 +56% Click Through Rate 3.44% 2.52% -0.9%pt Brand Impressions 45,833 43,901 -4% Spend $8,221 $6,502 -21% Cost Per Click $1.44 $1.10 -23% Click Through Rate 12.47% 13.42% +1%pt MAY EMAIL CREATIVE V A I L M T N . M A R K E T I N G Destination Colorado Family with Teens JUNE EMAIL CREATIVE VAIL MOUNTAIN MARKETING June 1-7, Colorado June 22, Colorado June 11, Destination DATA & WEB UPDATE 2020 P L A N N I N G WHOLE PROJECT TIMELINE / PROGRESS SLIDE •Phase 1 Discovery & Planning: Complete 11/22 •Stakeholder Interviews: 09/23-10/15 - Complete •User Research 10/21-11/01 - Complete •Discovery Workshop 11/11 - Complete •User Personas •Customer Journeys •KPI & Measurements •Sitemap & IA: 11/11 – 11/15 – Complete •Analytics Review: 11/15-11/22 – In Progress •Discovery Phase Insight Document : 11/15 -11/22 – In Progress •URL Selection: – In Progress PROJECT TIMELINE W E B / D A T A P R O J E C T WHOLE PROJECT TIMELINE / PROGRESS SLIDE •Phase 2 SEO, Content & Wireframes: Complete 12/13 •SEO 11/11 – 12/06 – In Progress •SEO Research •SEO Keyword Development •SEO Monthly Strategy •Content 11/18 – 12/6 – In Progress •Content Matrix •Content Plan •Wireframes 11/18 – 12/6 – In Progress •Wireframe Development •Clickable Prototype PROJECT TIMELINE W E B / D A T A P R O J E C T WEBSITE DESIGN AND DEVELOPMENT •Competitive analysis •Customer personas and journeys •Analytics insights •Measurement strategy and KPI’s •New website sitemap •Technical requirements document including CRM and DMP •Stakeholder and traveler research •URL Options •Competitive analysis and analytics review •CRM and DMP planning •Website Discovery Workshop PHASE 1: DISCOVERY & PLANNING DELIVERABLE: INSIGHTS DOCUMENT W E B / D A T A P R O J E C T WEBSITE DESIGN AND DEVELOPMENT •Keyword and Competitive Research •Keyword Matrix and Content Plan •Monthly SEO Strategy •Wireframes •Clickable Prototype •Technical Recommendations •SEO •Wireframes and Prototype PHASE 2 : CONTENT PLANNING & SEO DELIVERABLES: W E B / D A T A P R O J E C T INSIGHTS / DISCOVERY PHASE W E B / D A T A P R O J E C T BEING COMPILED, TO BE INCLUDED IN THE PRESENTED BOARD DECK COMPETITORS Key competitors offer inspiration and insight into how other mountain towns have designed their website to draw and retain guests. KEY T H E M E S •Aspen •Tahoe •Breckenridge •Telluride •Jackson Hole •Make the location feel unique and exciting with imagery & activities. •Social feeds support making the locations feel real and accessible. •Articles and lists lend visibility to a wider variety of local businesses. •Categorized content feels logical and easily accessible. EXAMPLES: THEMES: CSE MEETING UPDATE E V E N T S CSE FUNDING E V E N T S PRIMA VAIL, VAIL APRÈS, REVELY UPDATE E V E N T S VAIL HOLIDAYS 94 FOR FULL SCHEDULE VISIT REVELYVAIL.COM 2019/20 WINTER EVENTS 95 Event Date Revely Vail 11/23 - 11/30 Betty Ford Alpine Gardens 11/11/2019 - 10/31/2020 10th Mountain Legacy Parades 11/29, 12/27, 1/3 1/17, 2/14 Through The Lens Film Series 11/27/2019 - 3/18/2020 Vail Holidays 12/14 - 12/31 Vail Symposium 2020 Winter Season 12/2/2019 Vail Snow Days 12/12 - 12/15 Winter wonders and Haunted House 12/22/19 - 10/31/20 MAC Music Series 1/1/2020 - 4/3 Town of Vail's Art Series 1/1 - 12/31 Vail Yeti Hockey Club 1/3 - 12/19 Mountain Art Collective- Dance/Art/Education series 1/1 - 12/15 2019/20 WINTER EVENTS 96 Event Date The Steadman Clinic Vail Cup 1/12 - 3/8 Family Education Efforts of Mountain Youth (formerly Eagle River Youth Coalition) 1/14 - 11/11 Vail Veterans Program 1/26 - 1/30 Chinese New Year Celebration 1/30/2019 Project Funway 2020 1/31 - 2/1 SKI for MS: Jonny Moseley's Vertical Challenge 2/22/2019 Burton US Open 2/24 - 2/29 Super Hero Ski Day 3/14/2019 Vail Film Festival 3/26 - 3/29 Pink Vail 3/28/2019 Taste of Vail 4/1 - 4/5 Spring Back to Vail 4/10 - 4/13 Powabunga 4/17 - 4/19 Vail Whitewater Races Series 5/5/2020 Legacy Fighting Alliance 5/22/2020 Vail Beaver Creek Restaurant Week (spring and fall) 5/24/2020 Town of Vail 99 Town of Vail 100 VAIL APRES – A NEW VAIL TRADITION Town of Vail 101 VAIL APRES – A NEW VAIL TRADITION TO ORDER: .Call (855) 245-3650 between 9:00am-5:00pm EST and ask for Christina. 2.Request “Vail Bell” pricing and select your item from options above. 3.Order ASAP to receive your bell 102 VAIL APP Update your business listing by emailing Liz at lgladitsch@vailgov.com WINTER EVENTS Reach out to Jeremy at jgross@vailgov.com for event questions TOWN BOARD OPENINGS Reach out to Jeremy at jgross@vailgov.com for questions PRIMA VAIL Visit primavail.com to sign up VAIL APRES Join in the new tradition. Order a bell today. GET INVOLVED Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, Thursday, December 19, 2019, Grand View Room