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