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HomeMy WebLinkAbout08. 2019 VBCRW Recap 2019 Signage and Collateral ●11 x 18 Posters ●In town Village and Lionshead Banners ●Vail Bus Signage April - October ●Check Presenters PR and Cross Promotion ●Open Table Partnership eblast ●Facebook and Instagram Post ●Press releases 2019 Highlight Overview •First Ever Spring Restaurant Week over Memorial Weekend for this 8 day event •Overall participation efforts increased and exceeded expectations again for the 7th year. 37 Participants in the Spring and 49 in the Fall compared to 45 last year • Participating restaurants and lodges returned to offer specials of either equal or greater value in comparison to 2019, with a handful of participants completely adjusting their menu to offer all main courses at $20.19. • Event set to drive added value and reason for guests to come to Vail in shoulder seasons in May/June and Sep/Oct and extend the season; we are thrilled to see increasing engagement on our website traffic from the Front Range. • With local help and support of our participants and hosting communities, the return of Restaurant Week this year has generated a buzz about our great Vail Dining Scene that continues to increase year after year. • We have received numerous out of state calls and facebook messages inquiring about Restaurant Week recommendations this year. From: ​Diane W. Scheremet​ Date: Wed, Jul 10, 2019 at 11:14 AM Subject: Re: Fall Restaurant Week Thank you! I will keep checking back. We HAVE booked it! We love to be in your neck of the woods in the fall and have learned the best time to be there - just so restaurant week is involved. :) 2020 Challenges ●Vail Daily and TV8 media rates have increased and had to decrease # ads, interviews and ad sizes ●Decrease online media budget to test Denver radio in the Fall ●Will need to increase spending in the Spring to build more awareness and use 60% Marketing Budget ●Spring 2019 Restaurants decreased because many restaurants were closed in May and did not participate Highlights: Top areas visiting diningataltitude.com Topline 2019 Marketing Efforts • Print: Vail Daily, Vail Weekly and Summit Daily, Aspen Daily • Additional coverage: Vail.com, Beaver Creek, VVF and VVP websites, increased coverage among participant websites and social media pages, local blogs, Vail/Beaver Creek Magazine and the Vail Weekly • 3 Town Banners in Vail Village, Lionshead and Beaver Creek • Digital: 5280, Westword, Denver Online Display, Facebook, Twitter, Instagram, Everythingvail.com, Colorado.com, Vail.com, VVP • Posters and Check Presenters through Vail Valley • Pre-Event Press: Colorado.com; TV8, Everything Vail Valley, Vail Daily • Website: diningataltitude.com 23% increase on page views • Facebook, Instagram, twitter posts • OpenTable.com Newsletter And reservation page • Westword Newsletter to 41,203 subscribers and Home Page Re-Skin New Media Buys in 2019 ●Town of Vail Bus ads all summer starting April to October ●Vail Daily Online Newsletters and Digital Ads to 104,974 Impressions ●Radio Spots and Interviews on KZYR, Ski Country and Lift in Eagle County and Denver Digital Markets (Fall) Spring # Spots Ski Country 74 The Lift FM 74 KZYR 33 KKVM 33 TOTAL 214 Online Marketing Plan SPRING MEDIA % Digital Display 30% Social (Facebook, Instagram, etc) 48% Westword E-Blasts/Reskin 20% Flashtalking Fee’s 2% TOTAL 100% ONLINE MARKET IMP DELIVERED CLICKS *CTR Denver/Colorado Springs DMA 99,651 81 0.08% In Market 43,183 45 0.10% Total 142,834 126 0.09% Facebook Westword Home Page Takeover •Reskin Date: 5/22 •Impressions Achieved: 5,668 Exclusive Email: 40,000 Subscribers Date of E-Blasts: 5/3 and 5/13 •Total sent: 41,203 •Total opened: 4,898 •Open Rate: 11.89% Open Table ​• Open Table Partnership who will send an eblast to all their Denver market subscribers Community Contribution • Impact on Vail’s sense of community: We truly feel this event brings the Vail/BC restaurant community together and promotes restaurants to encourage dining at not only their establishment but others as well. As you may have noticed, it also encouraged a full town-wide event that wasn’t focused on one area. We have participants in Vail Village, Lionshead and West Vail. Also the $20.19/$2.19 price point or 20.19% discount allows all restaurants to participate regardless of cuisine or size of their location. • This event was only possible due to an incredible joint community effort spreading across the entire Vail Valley. • Furthermore, by pairing with Beaver Creek Resort Company we feel it shows combined events can be impactful and such partnerships add value and do not detract from one or the other. • Bringing Vail Valley locals from Vail to Eagle into the Village to enjoy all that Vail has to offer. Locals will be able to offer recommendations to guests and enhance customer service and provide recommendations to our guests. Vail/BC Brand Compatibility “Premier International Mountain Resort Community” Standard of excellence met by: • Branding: High quality logo and collateral piece design with consistent messaging and look, fitting to the Vail Brand. • Website: high level design, unique functionality, high quality, eye catching images, emphasis on provision of a user friendly platform with relevant content and focus on yearly updates to maintain top level functionality and appearance. • Event message and production: Representing Vail as a world-class, diverse dining destination, offering a variety of delicious culinary options for visiting and local guests alike. • A wide range of participants showcased the variety of talent and diversity of cuisine throughout the Valley. • Overall messaging highlighting the fall backdrop emphasized Vail as a destination for enjoying the spectacular natural setting of Vail in the fall including wellness activities such as biking and hiking. • Truly combined effort fitting to Vail’s brand of maintaining a sense of community and working together to represent Vail at it’s best. • Followed CSE, TOV and Vail Resort brand requirements (ex. boilerplate, approval process, marketing checklist, communications plan) to assure all-important points and criteria were met. • TOV Vail App incorporations