The URL can be used to link to this page

Home My WebLink AboutVLMDACDecemberFINALVLMDAC BOARD MEETING DECEMBER 19, 2019 AGENDA •Swearing in New VLMDAC Members, Stephanie Bibbens •Election of Chair, Vice Chair, Treasurer, Board •Monthly Financial Report, Carlie Smith •Approval of October 17 and November 21, 2019 Minutes, Board •RRC Research Follow Ups, Chris Cares •Influencer Report, MYPR •Data & Web Update, Cactus •2019 Results & 2020 Goals, Cactus/SITE Marketing •2020 Tactics, All Partners •CSE Meeting Update, Board Members •Other Business A G E N D A RRC RESEARCH FOLLOW UPS R E S E A R C H Follow-Up to Questions from 11/21/19 Presentation on the Vail Summer 2019 Intercept and Web Survey Results Prepared by: December 19, 2019 5 Key Takeaways from the 2019 Survey Research Discussion of Research Questions 12/19/2019 •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 were shared at the November Commission meeting. The survey results suggest some gains in parties with kids. 6 Summer Occupancy -May through September Discussion of Research Questions 12/19/2019 •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. Examining the daily occupancy based on DestiMetrics in 2019 compared to 2018 presents some findings that merit attention. Results showed: •Paid stays were down approximately 6.5% May to September, 2019 compared to 2018. 7 2019 vs. 2018 Summer Occupancy Discussion of Research Questions 12/19/2019 Time periods of opportunity or concern? 8 Questions from the Nov. 21st Commission Meeting Discussion of Research Questions 12/19/2019 •NPS broken down by first time versus repeat visitors. What’s the difference? •NPS broken down by front range versus destination? •Deeper dive into Colorado visitors versus destination –how many were first time visitors? •Desire to learn more about the subset Colorado visitor's data specifically. •Dramatic difference between intercept NPS and follow up survey NPS –why? Any insights? 9 State Discussion of Research Questions 12/19/2019 10 State -2019 Discussion of Research Questions 12/19/2019 Vail continues to draw from all regions in Summer: Texas, Florida, California and the North East. 11 Colorado County -2019 Discussion of Research Questions 12/19/2019 Source: RRC Associates 12 Visitor Type Discussion of Research Questions 12/19/2019 Slight increase in the share of overnight visitors, seasonal residents. Decrease in the share of day visitors. 13 Visitor Type –2019 Discussion of Research Questions 12/19/2019 14 Previous Visitation Discussion of Research Questions 12/19/2019 15 Intercept NPS Discussion of Research Questions 12/19/2019 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). 16 NPS NPS broken down by front range versus destination? Discussion of Research Questions 12/19/2019 17 NPS NPS broken down by first time versus repeat visitors. What’s the difference? Discussion of Research Questions 12/19/2019 NPS Score: 85 NPS Score: 82 NPS Score: 85 A Selection of Additional Questions 19 Accommodation Type Discussion of Research Questions 12/19/2019 Share of respondents that report staying in rent-by-owner lodging is at 13%; this is up 5 ppts relative to 2018. 20 Lodging Type Discussion of Research Questions 12/19/2019 Source: RRC Associates 21 Location of Lodging Discussion of Research Questions 12/19/2019 22 Nights in Area Discussion of Research Questions 12/19/2019 23 Vail Mountain (Epic Discovery) Discussion of Research Questions 12/19/2019 Source: RRC Associates 24 Vail as “Green” Destination Discussion of Research Questions 12/19/2019 25 Post-Trip NPS Discussion of Research Questions 12/19/2019 NPS Score: 2019: 56 2018: 50 2017: 55 26 NPS Dramatic difference between intercept NPS and follow up survey NPS –why? Any insights? Discussion of Research Questions 12/19/2019 2019 Survey Results Intercept Post Trip % Promoters 87%71% % Passive/Neutral 11%13% % Detractor 2%15% NPS Score 84 56 •In-person interviews typically elevate scores, the Intercepts are in-person. •Post-visit evaluations generally consider all aspects of the trip, i.e. access/traffic, cost, etc. •Past experience suggests Post Visit surveys may get higher response levels from visitors that are relatively negative (complainers). Source: RRC Associates Questions from the Nov. 21st Commission Meeting Future considerations: Why did you pick Vail? What motivated this choice? What other resort did you consider before you chose Vail? This question will be posed in the Winter Post Visit Survey and in future summer surveys. Data from the welcome centers on number of visits, intent of visit, etc. to better understand who goes there and why. This question will be posed in the Winter 2020 Post Visit Survey and in future summer surveys. Thank you! Questions? Source: Vailgov.com INFLUENCER REPORT P U B L I C R E L A T I O N S INFLUENCER PROGRAM YTD RESULTS •7.2% engagement rate •+85% stronger performance than 2018 •Kirsten Maxwell highest engagement rate •32K engagements •30.7 likes •1.3K comments •Most engagement from CA, NY, WA and OR •1.9M estimated impressions •Influencer reach 377.8K •Caroline most estimated reach from posts •52% of users reached were 25-34 R E S U L T S INFLUENCER PROGRAM R E S U L T S INFLUENCER PROGRAM R E S U L T S 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 –Pending Access •Discovery Phase Insight Document : 11/15 -11/22 –Complete •URL Selection: –Complete PROJECT TIMELINE 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 WHOLE PROJECT TIMELINE / PROGRESS SLIDE •Phase 2 SEO, Content & Wireframes: •SEO 11/11 –12/13 –Complete •SEO Research •SEO Keyword Development •SEO Monthly Strategy •Content 12/11 –1/10 –In Progress •Content Matrix •Content Plan •Wireframes 11/18 –12/20 –In Progress •Wireframe Development •Clickable Prototype PROJECT TIMELINE W E B / D A T A P R O J E C T 2019 RESULTS & 2020 GOALS P L A N N I N G 2019 RESULTS UPDATED 12/11 R E S U L T S 2019 May -Oct 2018 May -Oct 2017 May -Oct 2016 May -Oct Sales Tax Revenue May -October $9,819,810 +.89% $9,733,322 +14%YOY $8,541,471 +5% YOY $8,132,456 Lodging Tax Revenue May –October $931,497 -6% $991,126 +19% YOY $829,992 +9% YOY $760,914 Total Occupancy May –October 45% -6% 47% -6% 49% Flat YOY 49% Group Occupancy May -October 24% +9% 22% -1.5% 27% Flat YOY 27% Notes: ➢Overall Occupancy Breakdown: May, 20.30%; June 50.04%; July 64.72%; August 55.66%; September 46.24%; October 31.14% ➢Group indexed at 98% of leisure business for May-October VLMDAC 2020 GOALS 2020 Goals For Discussion Non Ski Season Timeframe 2020 Goals Sales Tax +4% Lodging Tax +5% Overall Summer Occupancy 48% occupancy (6.6% increase) Group Occupancy +4-5% growth 2020 P L A N N I N G 2020 TACTICS P L A N N I N G TIMELINE 2 0 2 0 P L A N N I N G December January February March -Present high-level tactical planning -Present detailed tactics, including traditional and digital media detail -Develop & update brand creative for 2020 season -Final production on initial executions -Present creative for feedback and approval -Launch initial tactics to impact known booking window -Launch website, data management platform, and CRM platform KEY INSIGHTS We’ve identified some actionable insights to carry into the 2020 strategy, messaging, and targeting, such as: •Use tactics that will contribute to the build out of our data management platform •Determine opportunities for cross-seasonal messaging and targeting, given winter visitor overlap / look at ways to increase returning visitors to drive loyalty •Reach consumers when they’re most active in searching for / booking vacations •Elevate town and Bavarian villages as Vail’s true differentiator and lean into campaign theme of unplugging where appropriate •Gain deeper understanding of lower funnel conversion factors •Continue to target Destination and FR Boomers driving shoulder season visitation. •Continue to target the Destination Families with teens with messaging around the variety of activities •Continue to target Front Range with event specific and retail messaging to deliver on “Why Now?” 2 0 2 0 P L A N N I N G SEASONAL ALIGNMENT Based on partner & board discussion in the 2019 season, each partner will build their strategy and messaging around either or both of the below themes: •Brand Theme: Village •Elevate the town, its legacy, and the fact that it is carefully crafted and purpose- built as Vail’s true differentiator •Campaign Theme: Unplug •Disconnect from the everyday to experience true connection –to nature, to yourself, to your loved ones –in Vail 2 0 2 0 P L A N N I N G PAID MEDIA 2020 P L A N N I N G PAID MEDIA ECOSYSTEM 2 0 2 0 P L A N N I N G Media Strategy: Continue to elevate storytelling by delivering multiple, relevant messages to a consistent audience •Utilize tactics that provide data and build out the data stack •Leveraging our data and pixels to be more strategic with our targeting •Retargeting based on website engagement with strategic creative rotation •Maintain control of frequency T R A D I T I O N A L Digital VideoTV D I G I T A L Digital Radio Social Media Mobile Artificial Intelligence Display Paid Email Radio OOH MEDIA CADENCE 2 0 2 0 P L A N N I N G FRONT RANGE SUPER BOOMERS DEST. FAMILIES MAR MAY JULY SEPT Nov DIGITAL MEDIA OVERVIEW 2 0 2 0 P L A N N I N G Digital Video Digital Radio Mobile Artificial Intelligence Social Media Display Paid Email •Broadcast retargeting for destination flight markets DIGITAL VIDEO 2 0 2 0 P L A N N I N G Key Insights Addressed: •Continue targeting the teen audience directly with messaging around the variety of activities Vail has to offer them and their families. •Continue to target Front Range with “Why Now” messaging •Reach consumers when they’re most active in searching for / booking vacations •Determine opportunities for cross-seasonal messaging and targeting, given winter visitor overlap •Lean into campaign theme of unplugging and deeper connection in Vail What’s Working? What’s New? 1 2 3 •Premium, quality inventory •Connected TV devices & content 1•Explore native video inventory DISPLAY 2 0 2 0 P L A N N I N G Key Insights Addressed: •Gain deeper understanding of lower funnel conversion factors •Elevate town and Bavarian villages as Vail’s true differentiator •Lean into campaign theme of unplugging and deeper connection in Vail •Reach consumers when they’re most active in searching for / booking vacations •Continue to target Front Range with “Why Now” messaging 1 2 •Efficient channel to prospect for site traffic & retarget users •Heavy investment on OTAs and travel-endemic site 1•Cactus to reintroduce display banners to digital efforts What’s Working? What’s New? •Search Display Retargeting to re- engage users based on keywords searched 2 DIGITAL RADIO 2 0 2 0 P L A N N I N G Key Insights Addressed: •Continue to target Front Range with “Why Now” messaging •Elevate town and Bavarian villages as Vail’s true differentiator •Highest performer for Super Boomer audience and strong performer for Active Professionals •Increase reach with connected devices and smart speakers 1 2 3 •Video to drive site traffic •Focus on Super Boomers 1•Explore additional streaming inventory (e.g., podcasts) What’s Working? What’s New? MOBILE AI 2 0 2 0 P L A N N I N G Key Insights Addressed: •Continue to target Front Range with “Why Now” messaging •Determine opportunities for cross-seasonal messaging and targeting •Continue targeting the teen audience directly with messaging around the variety of activities Vail has to offer them and their families. •Reach consumers when they’re most active in searching for / booking vacations •Strong awareness & engagement driving tactic 1 2 3 •Video has increased site traffic YOY •Introduction of Air Marketing 1•Explore specific targeting for Air Marketing messages What’s Working? What’s New? •Short-form Stories perform well with Teens •Site Retargeting is the top-performing targeting tactic PAID SOCIAL 2 0 2 0 P L A N N I N G Key Insights Addressed: •Elevate town and Bavarian villages as Vail’s true differentiator •Lean into campaign theme of unplugging and deeper connection in Vail •Reach consumers when they’re most active in searching for / booking vacations •Continue to target Front Range with “Why Now” messaging •Continue targeting the teen audience directly with messaging around the variety of activities Vail has to offer them and their families. What’s Working? What’s New? 1 2 3 •Event videos drive strong click engagement in Front Range 1 2 •Retargeting with sequential message •Investigate additional social platforms for Teens (e.g., TikTok) •Branded keywords drive high engagement at efficient costs PPC 2 0 2 0 P L A N N I N G Key Insights Addressed: •Reach consumers when they’re most active in searching for / booking vacations •Align keywords and campaign with new website content •Focus on branded and non-branded ToV terms What’s Working? What’s New? 1 2 •Strong traffic driver to site 1 2 •Budget shifted from VM to Cactus •PPC keywords will align directly with new website PAID EMAIL 2 0 2 0 P L A N N I N G Key Insights Addressed: •Create email content that aligns with personas and custom audience segments 1 2 •Custom audience segments drive strongest results •Performs best among Front Range Active Professionals 1•Cactus to explore heavier presence for 2020 •Pixel partner emails when possible2 What’s Working? What’s New? TRADITIONAL MEDIA OVERVIEW 2 0 2 0 P L A N N I N G Radio TV OOH TRADITIONAL MEDIA 2 0 2 0 P L A N N I N G Key Insights Addressed: •Reach consumers when they’re most active in searching for / booking vacations •Continue to target Destination and FR Boomers driving shoulder season visitation. •Continue to target Destination Families with teens audience •Continue to target Front Range by persona with event specific and retail messaging to deliver on “Why Now?” What’s Working? •Elevated storytelling delivering multiple messages to a consistent audience •Use addressable ad copy for cost-efficient delivery of multiple spots •Placements in of Live Events & Sports programming to reach entire household •Place air marketing-specific spots in Destination markets •Event messaging across audiences in Front Range What’s New? •Heavy up on TV (Linear Cable/Broadcast) outside “political windows” •Use Radio in CO during “political windows” with traffic sponsorships promoting events •Use digital OOH in Destination markets to expand messaging 1 1 2 2 5 4 3 3 OWNED MEDIA 2020 P L A N N I N G OWNED MEDIA ECOSYSTEM 2 0 2 0 P L A N N I N G Owned media efforts, work to inspire and support travel for those individuals who are most likely to visit Vail in the summer timeframe. With the web & data effort launching in 2020, these tactics will support the population of the database and lead generation. W E B S I T E FacebookNew website O W N E D S O C I A L Scheduled Blasts Instagram E M A I L WEBSITE 2 0 2 0 P L A N N I N G What’s Working? What’s New? Key Insights Addressed: •Reach consumers when they’re most active in searching for / booking vacations •Populate database •Lead generation and email sign-up •Gain deeper understanding of lower funnel conversion factors 1•Leverage available Vail Mountain metrics to inform content 1•New website that is based on consumer drivers, delivers content they are looking for, and allows for data collection 1 EMAIL 2 0 2 0 P L A N N I N G What’s Working? What’s New? Key Insights Addressed: •Populate database •Lead generation and email sign-up •Reach consumers when they’re most active in searching for / booking vacations •Determine opportunities for cross-seasonal messaging and targeting, given winter visitor overlap •Gain deeper understanding of lower funnel conversion factors •Continue to target Front Range with event specific and retail messaging to deliver on “Why Now?” •Content aligned to audiences 1•Deploy targeted emails to build database 2•Customize email content to reflect on user planning journey •Pixel partner emails when possible3 ORGANIC SOCIAL 2 0 2 0 P L A N N I N G Key Insights Addressed: •Reach consumers when they’re most active in searching for / booking vacations •Populate database •Lead generation and email sign-up •Connect with users with in-market experience What’s Working? What’s New? 1•Scenic posts drive top engagement 1•Create new organic social channels & backlog winter content 2•Deploy social listening tools 3•Cactus & the VLMD to develop content posting calendar/cadence SUMMER TOOLKIT 2 0 2 0 P L A N N I N G Key Insights Addressed: •Community wide alignment and engagement with brand and campaign themes to elevate town and Bavarian villages as Vail’s true differentiator and lean into campaign theme of unplugging where appropriate •Opportunities for cross-seasonal messaging and targeting What’s Working? •Update comprehensive “toolkit” for the use of lodging partners, event producers, community members, businesses, etc. •Summer images, video b-roll, produced social pieces, logo suite, brand copy, persona definitions, teen-specific content, events, EGE, and need time/targets from a 60-day outlook •Add: What’s new, “Free in Vail”, Google DMO info/instructions, new website URL, sustainability message •Encourage community stakeholders to use in the marketing of summer efforts, as well as cross- marketing efforts to winter guests •Include inspiration starters and ideas for teens, Bavarian and unplugged themes •Additional potential distribution through PrimaVail and/or new website 1 2 3 4 EARNED MEDIA 2020 P L A N N I N G EARNED MEDIA ECOSYSTEM 2 0 2 0 P L A N N I N G Traditional PR Online PR Groups PUBLIC RELATIONS 2 0 2 0 P L A N N I N G Key Insights Addressed: •Elevate town and Bavarian villages as Vails true differentiator •Use tactics that will contribute to the build out of our data management platform •Reach consumers when they’re most active in searching for / booking vacations What’s Working? •In-market media visits –Travel Classics •Online focus for placements •Community relations •Visiting journalists program What’s New? •Integration of new website into all content –new media center •Three instead of two in-market media visits –shifts in NYC trip to accommodate Chicago and Travel Classics •Shift timing of Visiting Journalists Program – lean into Bavarian theme for fall trip 1 1 2 2 3 3 4 MEXICO PUBLIC RELATIONS 2 0 2 0 P L A N N I N G Key Insights Addressed: •Elevate town and Bavarian villages as Vails true differentiator •Use tactics that will contribute to the build out of our data management platform •Reach consumers when they’re most active in searching for / booking vacations •Continue to target Destination visitors driving shoulder season visitation. What’s Working? •Mexico Sales/PR Mission •Media/influencer FAMS •Partnership with Sylvia Riviera What’s New? •One, smaller targeted media event in Mexico City •Two media FAMS –GoPro Mountain Games, early August 1 1 2 23 INFLUENCER PROGRAM 2 0 2 0 P L A N N I N G Key Insights Addressed: •Investigate opportunities to reach consumers when they’re most active in searching for/booking vacations •Explore additional teen targeting and content What’s Working? •Content development by influencers •Leveraging families with teens to tell the Vail story What’s New? •Shift focus of program to target one key influencer that speaks to the teen market with deeper deliverables than just social contents e.g. video, event to drive teen visitors, etc. 1 1 2 GROUP 2 0 2 0 P L A N N I N G Key Insights Addressed: •Continue to build occupancy during spring, summer & fall, with focus on shoulder season •Impact midweek occupancy •Attract new group business from key vertical & geographic markets What’s Working? •Hosting in-market client events in NY, TX, IL, CO & GA •Focus on Corporate & Incentive market segments •Working with individual group properties for reverse FAM tours, custom centric site visits, sales blitzes & travel/tradeshow schedules What’s New? •Vail specific quarter leadership meeting with VVP & DOS/GM’s – Jan/Apr/Jul/Oct •Quarterly outreach to lodging partners for feedback •VVP group sales July FAM –goal of 5 planners from 5 markets •More targeted on-line advertising with affiliate memberships (MPI/CSAE) ; explore opportunities (Google search engines/group meeting related pubs) •Eliminate Front Range tradeshow –not enough participation from Vail lodging •Eliminate Survey Monkey (6 group sales questions) 1 1 2 2 3 3 4 5 6 TIMELINE 2 0 2 0 P L A N N I N G December January February March -Present high-level tactical planning -Present detailed tactics, including traditional and digital media detail -Develop & update brand creative for 2020 season -Final production on initial executions -Present creative for feedback and approval -Launch initial tactics to impact known booking window -Launch website, data management platform, and CRM platform CSE MEETING UPDATE E V E N T S Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, Thursday, January 16, 2019, Grand View Room