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VLMDACMarchFINALVLMDAC BOARD MEETING MARCH 19, 2020 AGENDA •Monthly Financial Report, Carlie Smith •Supplemental Budget Update, Carlie Smith •Approval of February 27, 2020 Minutes, Board •COVID-19 Overview & Impacts, Cactus/All Partners •Contingency Plan & Budget Recommendations, Cactus/All Partners •Data & Web Updates, Cactus •Tool Kit Updates, SITE •Influencer Update, MYPR/Cactus •PR Update, MYPR •Group Sales Update, Kim Brussow •CSE Meeting Update, Laurie Mullen •Lodging Meeting, Liz Gladitsch •Other Business A G E N D A COVID-19 OVERVIEW & IMPACTSP L A N N I N G WHAT WE KNOW 2020 C R E A T I V E General Information (*Note that this will all be updated just prior to the meeting as new developments occur daily) •COVID-19 officially declared a pandemic •The number of cases, deaths and affected countries will grow significantly •1,000 cases in the United States, likely more •The outbreak is expected to last about 6 months with serious political and economic impacts •Expected travel demand to decline similar to 9/11 attacks WHAT WE KNOW 2020 C R E A T I V E Impacts to Travel (*Note that this will all be updated just prior to the meeting as new developments occur daily) •Millennials are taking advantage of discounted fares and traveling more •Consumers have a “wait and see” mentality but travel demand is still strong •19% of travelers with existing plans are cancelling their travel, mainly for international trips COVID-19 PLANNING MILESTONES 2020 C R E A T I V E Today 4/30 5/4 Partners meeting weekly on how to move forward Decisions to be made on how to move forward Potential launch date COVID-19 PLANNING 2020 C R E A T I V E Adjustments to date/potential adjustments •Adding content to website w/o 3/16 –home page hero with landing page •Paused all media slated to begin 3/16 •Shifting Destination Boomer media to Front Range Active Professionals starting 5/4; may shift other Super Boomer media to Active Professional •Evaluate weekly happenings to determine if/when media starts in Destination markets •Evaluate making shifts to focus more on Front Range •Evaluate additional influencers •Evaluate shifting Email market/send dates CONTINGENCY PLAN & BUDGET RECOMMENDATIONSP L A N N I N G CONTINGENCY PLAN 2020 C R E A T I V E Decisions to be made on 4/30: Destination marketing vs. no destination marketing Incremental support Shift focus to Front Range / drive markets Determine if we will target destination markets and with which tactics Determine if we will need incremental support to leverage additional tactics in the Front Range Typically, Front Range marketing starts in May to drive closer proximity travel FRONT RANGE INCREMENTAL SUPPORT PLAN 2020 C R E A T I V E •$15K to live-read radio •$15K to mobile AI •$12K to paid social media •$8K to creative $50K incremental budget, running June-August that will push a staycation message to Front Range audiences DATA & WEB UPDATES2020P L A N N I N G WEBSITE AND DATA KPIS W E B / D A T A P R O J E C T •Optimize every step of the consumer journey to improve media efficiency •KPIs are media efficiency metrics like Click Through Rate and Video Completion Rate against industry average and historic benchmarks •Determine best audience and find more likeminded travelers to increase reach & cost effectively grow our target audience •KPIs are tied to media metrics same as above •Improve Word of Mouth and NPS Score •KPIs are NPS score and also set baseline social sentiment •Determine true ROI, or more appropriately ROAS (Return on Ad Spending) •Begin to tie revenue to investment as a means of tracking performance and set baseline using ADARA data Goals and Objectives WEBSITE AND DATA KPIS W E B / D A T A P R O J E C T •Monthly reports will include directional insights covering Adara, media and website •First attribution results after Adara 90-day attribution window closes, timing is pending media launch Reporting Milestones and Cadence TOOL KIT UPDATE P L A N N I N G TOOL KIT COMPONENTS/STATUS T O O L K I T Asset Description Status Updated photography New summer images uploaded B-Roll Video B-Roll video uploaded Discovervail.com announcement of new website/graphic to link from their site uploaded Vail Summer Branding Summer specific guidelines and logos uploaded Summer Air Info schedule, maps uploaded TOV Logos Mountain Ideal and Vail App uploaded Videos New air, Super Boomer, Active Professional spots uploaded Summer Event Calendar Summer Event Master Calendar uploaded Personas & Copy Description of personas with sample copy blocks uploaded Occupancy Reports 60 day outlook of lodging occupancy as distributed upload recent Photo/Video Guidelines overall brand approach to photo/video uploaded What's New Tip Sheet/Boiler Plate PR What's New Tip Sheet, boiler plate PR message uploaded/finalizing boiler plate Free In Vail Highlight of everything "free in Vail"uploaded Google DMO Program Explain program and how to get involved uploaded Inspiration Starters Possible ideas for lodges, restaurants, retailers, events to align and enhance our "Bavarian" theme messaging and Teen focus working on Sustainability Message Message that partners can incorporate in their marketing regarding Vail's sustainability efforts uploaded TOOL KIT DISTRIBUTION T O O L K I T •One on One Event Producers/Promoters Meetings •Lodging Meeting •Community Wide via VVP and VCBA distribution •Large Event Producers/Promoters Meeting •CSE, VEAC, VLMDAC, TOV, VLMDAC •Possibly via Discover Vail website INFLUENCER UPDATE O W N E D M E D I A INFLUENCER PROGRAM •Original 2020 Strategy –One highly engaged teen influencer, visit and activation •Recommended Change in Strategy –Why? •Quality of teen influencers •Need for additional content on DiscoverVail.com •"Real time" summer vacations in Vail –Do more with same budget •One group trip 4-6 influencers •One family with teens •Seeking board approval on change in strategy I NF L U EN C E R P RO G R AM PR UPDATEP U B L I C R E L A T I O N S OUTDOOR MEDIA SUMMIT •Potential 2022 group business •350 group room nights •Each attendee spends on average, 2 nights. At $150/night, our 150 attendees generate $22,500 in local hotel spend. •150 attendees will partake in 1200 meals. At $20/meal, 150 attendees will contribute an additional $24,000 to local establishments. •Spring/fall timeframe –historically in October •"Largest event of media and marketers in the outdoor recreation markets including camping, climbing, paddling, hiking, fishing and cycling. More than 180 journalists, bloggers, podcasters and outdoor brand marketers." •3.5 day conference –mix of FAM and educational sessions •Past locations –Jackson Hole, Bentonville, Roanoke, Estes Park •Past media outlets –Elevation Outdoors, Bicycling, Gear Junkie, Gear Patrol, Modern Hiker, Velo News P U B L I C R E L A T I O N S OUTDOOR MEDIA SUMMIT •What they want... •$40K cash contribution •Fully hosted opening night welcome event •Coordinate sponsorships for four meals, evening events, transportation, etc. •Assistance media coverage/social posts •Next Steps •Board feedback •Attend Estes Park conference in April P U B L I C R E L A T I O N S GROUP SALES UPDATE G R O U P S Q1 TO DATE –GROUP SALES HIGHLIGHTS *Note: These updates may change prior to the meeting •Total New Group Leads Generated are up by 32% for Jan/Feb 2020 •2020 = 57 vs. 2019 = 43 •Q1 Tradeshows •IPEC Tradeshow –St. Pete, FL –January 26-29 •MIC Annual Convention –Denver, CO –March 10-11 •Houston Rodeo Client Event & Office Visits –Houston, TX –March 12 •Q1 Site Tours •5 Site Tours –1 Contracted for 315 Room Nights -$55,000 Room Revenue •1 Scheduled for 3/25-27/20 –724 Room Nights for June 2021 •Village Wide Group Business •Creating a sustainable “Village Wide” specific destination eProposal – sustainable/time •Certified Angus Beef under Contract for Sept 2023 –2,125 Room Nights –620 Attendees •What’s to Come for Q2 •Vail Sales Trip for 4/13-17/20; GMITE Tradeshow 4/29-5/2/20; Destination West Tradeshow 5/19-20/20; CSAE Annual Meeting 6/3-5/20; FICP Ed Forum 6/24-26/20 V V P G R O U P S A L E S CSE MEETING UPDATE E V E N T S LODGING MEETINGP L A N N I N G Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, Thursday, April 16, 2020, Grand View Room