HomeMy WebLinkAbout05. VLMDACJanuary PresentationVLMDAC BOARD MEETING
JANUARY 16, 2020
AGENDA
•Monthly Financial Report, Carlie Smith
•Approval of December 19, 2019 Minutes, Board
•Group Sales Q1 Update, Kim Brussow
•Data & Web Update, Cactus
•2020 Paid Media Recommendations, Cactus & SITE
•CSE Meeting Update, Jana Morgan
•Event Activation: Data Acquisition, Jeremey Gross
•Other Business
A G E N D A
GROUP SALES Q1 UPDATE
G R O U P S A L E S
HIGHLIGHTS FROM 2019
•Colorado Meetings & Events Magazine “Best Of” Readers Choice Award as Best
Destination Marketing Organization
•Groups On the Books for 2020
–21 Groups Contracted through VVP Group Sales Efforts
–7,183 Total Room Nights
–$2,151,757 in Guestroom Revenue
•Village Wide Groups Booked in 2019 for Future Years
–Adaptive Spirit – April 2020 – 750 Room Nights - $226.5K
–ADP – July 2020 – 1,442 Room Nights - $371K
–MTS – April 2021 – 1,800 Room Nights - $448.2K
•Total Group Leads up 4% YOY
–2018 – 236 Leads Generated vs. 2019 – 245 Leads Generated
–Leads in the Pipeline as of 1/1/20 – 52 Leads - 20,743 Potential Room Nights
•Potential Village Wide Groups Currently in the Pipeline
–McKinsey Retreat – June 2021 – 1,255 Room Nights - 600 Attendees
–RhythmWorld 21 – September 2021 – 1,800 Room Nights – 600 Attendees
–Nicoa – August 2022 – 2,474 Room Nights – 1,300 Attendees
–Certified Angus Beef – September 2023 – 2,125 Room Nights – 620 Attendees
V V P G R O U P S A L E S
TRAVEL & TRADESHOWS – 2019 SNAPSHOT
V V P G R O U P S A L E S
This Photo by Unknown Author is licensed under CC BY-SA
Alberta, Canada
TRAVEL & TRADESHOWS – 2019 SNAPSHOT
V V P G R O U P S A L E S
TRAVEL & TRADESHOWS - Q4 2019 RECAP
V V P G R O U P S A L E S
•VVP Group Sales Lodging Reception at Lodge at Vail – October
•Chicago Sales Trip - October - 32 Planners
•SITE Chicago Chapter at Hofbrauhaus
•Client Event at SPIN
•Atlanta Sales Trip – November – 157 Planners
•MPI Fall Classic
•PCMA SE Chapter
•GSAE Tech Forum
•VVP Client Event at American Elm in Denver – November – 43 Planners
•Received three requests for proposals
•MIC Serving Up Hope in Denver – November – 75 planners
•Destination CO Tradeshow in Denver – December – 255 Planners
2020 WHAT’S NEW & WHAT’S AHEAD FOR Q1
V V P G R O U P S A L E S
What’s new for 2020:
•VVP Group Sales hosting Vail FAM in July 2020 - 15 Planners (5 per market)
•Conduct quarterly meetings with Vail DOS/GMs to discuss group sales trends,
successes, challenges, ways to best work with Vail Resorts
•CSAE Annual Convention in June 2020 at Grand Hyatt Vail
•SGMP Rocky Mountain Chapter Event in Fall 2020 at Vail Marriott
What’s ahead for Q1 2020:
•IPEC Tradeshow – St. Pete, FL – January 26-29
•MIC Annual Convention – Denver, CO – March 10-11
•Houston Rodeo Client Event – Houston, TX – March 12
MEETING INDUSTRY TRENDS
V V P G R O U P S A L E S
•AirBNB’s Continued Growth and Inventory Availability within Vail
•Strong Economy Continues to Attribute to More New Hotels in the U.S.
•Urban Influx – Back to the City
•Environmental, Economic & Social Sustainability – Climate Change
•Diversity & Equality - Minorities/More Women Speakers
•Rise of the Millennials
•Stronger Security & Safety Precautions – Contingency Plans in Place
•Rapid Innovation of Technology
•52% Increase for “Event Specific” Website Creation
•Facial Recognition Software for Registration
•360º Degree Virtual Tours
•Emerging Markets – India & China Leading the Way
CVENT – LEADS SENT TO VVP
V V P G R O U P S A L E S
CVENT LEADS COMPARISON 2018 VS. 2019
VVP LEADS
RFP INFO JAN 18 – DEC 18 JAN 19 – DEC 19 % OF CHANGE YOY
TOTAL RFP’S RECEIVED 127 158 24%
% COPIED OF RFPS COMING TO
VAIL
15% 19% 4%
TOTAL ROOM NIGHTS 47,776 50,106 5%
TOTAL RFP VALUE $16,440,882 $19,423,425 18%
AVERAGE ROOM NIGHTS PER
RFP
376 317 -16%
AVERAGE VALUE PER RFP 129,456 122,933 -5%
CVENT – TOTAL LEADS SENT TO LODGING
PARTNERS
V V P G R O U P S A L E S
CVENT LEADS COMPARISON 2018 VS. 2019
TOTAL LEADS
RFP INFO JAN 18 – DEC 18 JAN 19 – DEC 19 % OF CHANGE YOY
TOTAL RFP’S RECEIVED 848 818 -4%
TOTAL ROOM NIGHTS 223,47 212,533 -5%
AWARDED RFP’D 136 153 13%
AWARDED ROOM NIGHTS 18,314 25,288 38%
AWARDED RFP VALUE $7,228,877 $9,001,809 25%
DATA & WEB UPDATE 2020 P L A N N I N G
URL SECURED
W E B / D A T A P R O J E C T
DISCOVERVAIL.
COM
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
SEO ANALYSIS
W E B / D A T A P R O J E C T
WIREFRAMES
W E B / D A T A P R O J E C T
WIREFRAMES
W E B / D A T A P R O J E C T
HOMEPAGE
WIREFRAMES
W E B / D A T A P R O J E C T
HOMEPAGE
WIREFRAMES
W E B / D A T A P R O J E C T
ACTIVITIES PAGE
WHOLE PROJECT TIMELINE / PROGRESS
•Phase 2 SEO, Content & Wireframes:
•SEO 11/11 – 12/13 – Complete
•SEO Research
•SEO Keyword Development
•SEO Monthly Strategy
•Content 12/11 – 1/10 – Complete
•Content Matrix
•Content Plan
•Wireframes 11/18 – 1/10 – Complete
•Wireframe Development
•Clickable Prototype
PROJECT TIMELINE
W E B / D A T A P R O J E C T
WEBSITE DEVELOPMENT & LAUNCH
•Live website
•Training document
•Web development
•Testing
•Content management
system training
•Launch & evaluation
PHASE 3 : DEVELOPMENT & LAUNCH DELIVERABLES:
W E B / D A T A P R O J E C T
WHOLE PROJECT TIMELINE / PROGRESS
•Phase 3 Website Development & Launch:
•CMS Development – 1/6 – 1/24 – In Progress
•QA – 1/27 – 1/31 – Pending
•CMS Training – 2/3 – 2/7 – Pending
•Content Entry – 2/3 – 2/14 – Pending
•V1 Launch – 2/14 – Pending
•Salesforce Integration & Testing – 2/17 – 2/28 – Pending
•V2 Launch – 2/28 – Pending
PROJECT TIMELINE
W E B / D A T A P R O J E C T
2020 PAID MEDIA P L A N N I N G
SUMMER EVENT SUPPORT
2 0 2 0 P L A N N I N G
Event Event Dates Medium(s)
Vail-Beaver Creek Restaurant Week May 24- 31 & Oct. 1- 11 TV Digital
GoPro Mountain Games June 4 - 7 TV Digital**
Vail Craft Beer Classic and Rocky
Mountain Burger Battle June 19-21 TV* Digital
Bravo! Vail June 25 - Aug. 6 (focus on
June 25 - 28 need time) TV Digital**
Vail Dance Festival July 31 - Aug 11 TV Digital**
Vail Kids Adventure Games August 7-9 Digital
Gourmet on Gore Sept. 4- 6 Digital
Vail Jazz Party Sept. 3 - 6 Digital
Vail Oktoberfest Lionshead/ Vail
Oktoberfest Vail Village Sept. 11 - 13/Sept. 18-20 TV* Digital
Taste of Vail: Fall Wine & Food
Classic Sept. 18-19 Digital
Vail Outlier Off-Road Festival September 25 - 27 Digital
Bourbon & Bacon Festival October 3- 4 Digital
*TV if budget allows **Digital to include Destination markets
PAID MEDIA TOTAL BUDGET BREAKDOWN
2 0 2 0 P L A N N I N G
41%
59%
Paid Media Budget
Traditional Digital
PAID MEDIA TOTAL BUDGET BY AUDIENCE *TO BE
UPDATED
2 0 2 0 P L A N N I N G
60%
15%
12%
13%
Destination Families Super Boomers Front Range National
$685K
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 Video TV
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 SEP
T
Nov
DIGITAL MEDIA STRATEGY
2 0 2 0 P L A N N I N G
Paid media
optimizations will focus
on tactics and
messaging that drive
bookings & conversion
DIGITAL MEDIA MIX
2 0 2 0 P L A N N I N G
Digital
Video
Mobile
AI
Social
Media Display Paid
Email
Paid
Search
DIGITAL VIDEO
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
-Heavy-up on long-form content & live-streaming sports/news to mirror commercial
viewing experience
-Short-form pre-roll video to drive site traffic and track planning/booking
-Leverage site pixel data and DMP to target users across all devices, including large, living
room screens
MOBILE AI VIDEO
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
-Short-form video placements to spark inspiration and drive site traffic
-Target destination families based on social media posts related to weather, travel, outdoor
activities, and mountain resort getaways
-Target destination users engaging with adventure or travel YouTube videos (such as: best
mountain hikes, ziplining adventures)
-Shift away from Front Range event targeting to focus entirely on destination families
DISPLAY
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
-Focus delivery on content (e.g., OTAs / travel sites) that is driving clicks & bookings
-Prospect across devices to drive traffic and retarget site visitors to engages users
throughout the planning process
-Leverage location data to prospect travel intenders who have previously visited mountain
resorts and/or frequent airports
-Introduce Search Display Retargeting to connect ads with keywords travelers have
previously searched
PAID SOCIAL
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
-Target all audiences seamlessly across platforms with a variety of ad formats
-Prospect audiences with demo and interest targeting and focusing on video placements to
introduce Discover Vail brand to audiences
-Leverage site pixel and DMP data to retarget known, engaged users across both social
platforms with carousels and short-form Stories
PPC
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
-Meet as they are actively searching in Google for Vail information, relevant mountain
activities/events, or more broad things to do in Colorado
-Granular pixel strategy to understand which search behaviors are driving engagement and
bookings to inform future messaging
-Work with Vail Resorts to complement their paid search buy and to ensure we are not
competing for similar keywords
PAID EMAIL
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
-Leverage custom audience segments from last summer to drive qualified site traffic
-Aim to increase data capture on the website to enhance new database
-6 total target email deployments; dates TBD
-4x Destination
-2x Front Range
DIGITAL MEDIA BUDGET BY TACTIC
2 0 2 0 P L A N N I N G
48%
24%
5%
7%
3%
13%
Video Display Mobile AI Social Email PPC
$685K
DIGITAL MEDIA BUDGET BY AUDIENCE
2 0 2 0 P L A N N I N G
60%
15%
12%
13%
Destination Families Super Boomers Front Range National
$685K
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
TV: DESTINATION DALLAS & CHICAGO *TO BE UPDATED
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
OOH: DESTINATION DALLAS & CHICAGO *TO BE UPDATED
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
DESTINATION MEDIA BUDGET BY MARKET *TO BE
UPDATED
2 0 2 0 P L A N N I N G
50% 50%
Dallas Chicago
$279K
DESTINATION MEDIA BUDGET BY TACTIC *TO BE
UPDATED
2 0 2 0 P L A N N I N G
50% 50%
TV OOH
$279K
TV: FRONT RANGE *TO BE UPDATED
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
RADIO: FRONT RANGE *TO BE UPDATED
2 0 2 0 P L A N N I N G
2020 Plan
How we will be using this tactic:
FRONT RANGE MEDIA BUDGET BY TACTIC
2 0 2 0 P L A N N I N G
50%
37%
13%
TV OOH Radio
$200K
TIMELINE
2 0 2 0 P L A N N I N G
January February March
-Present
detailed
tactics,
including
traditional and
digital media
-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
EVENT ACTIVATION: DATA ACQUISITION
E V E N T S / D A T A
CSE MEETING UPDATE
E V E N T S
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, Thursday, February 20, 2020, Grand View Room
APPENDIX
DIGITAL MEDIA CONSIDERED, NOT
RECOMMENDED
2 0 2 0 P L A N N I N G
With the new data model in 2020, the digital media efforts are heavily focused on
partners and channels that allow for tracking and usage of our own data.
The following partners and tactics that do not seamlessly allow for us to apply data
to targeting and delivery are not recommended for the final Summer plan.
•Digital Radio / Pandora
•TV/Cable digital video retargeting