HomeMy WebLinkAbout2008-17 2009 VLMD BudgetRESOLUTION NO. 17, SERIES 2008
A RESOLUTION APPROVING A BUDGET AND MAKING APPROPRIATIONS
TO PAY THE COSTS, EXPENSES, AND LIABILITIES OF THE VAIL LOCAL
MARKETING DISTRICT, FOR ITS FISCAL YEAR JANUARY l, 2009
THROUGH DECEMBER 31, 2009.
WHEREAS, the Town Council received and approved the operating plan and
budget for fiscal year 2009 on September 2, 2008; and
WHEREAS, in accordance with CRS section 29-1-106 a notice of budget hearing
has been published; and
WHEREAS, notice of this public hearing to consider the adoption of the proposed
Vail Local Marketing District budget was published in the VAIL DAILY on the
20th day of August, 2008; and
NOW THEREFORE, LET IT BE RESOLVED by the Vail Local Marketing
District of Vail, Colorado, as follows:
The Vail Town Council approves the submitted budget and appropriates $2,002,000
for marketing related expenditures beginning on the first day of January, 2009, and
ending on the 31St day of December, 2009.
Attested:Signed:
Dick Cle d, Mayor
y
RAt~
Vail Local Marketing District
2009 Operating Plan Budget
September 2, 2008
Executive Summary Page 2
Budget Page 3
Allocation Charts Page 4
Destination Advertising Page 5
Strategic Alliances & Promotions Page 8
Front Range Advertising Page 10
Groups & Meetings Page 12
Public Relations Page 15
Research Page 18
Email Marketing Page 20
Website Page 21
Concierge Program Page 23
Page 1
Revised 91312008
Executive Summary
In 2009, our top goals are to continue driving short term sales, to further build
brand awareness, and to implement a new strategic alliance effort based upon
the brand research findings. Key areas of focus will include sports & adventure
and health & wellness. Additionally, our strong 2008 results indicate that our core
programs have been performing well. As a result, we are making small shifts to
key programs, and implementing a new partnership effort for strategic alliances
with best of class brands that will help to position Vail as the premier year-round
destination for pursuing recreational passions while on vacation.
Destination Advertisina: Streamline online efforts via behavioral targeting.
Strateqic Alliance Efforts: Develop strategic alliance experiences with best
of class brands around the themes of sports & adventure and health &
wellness.
Front Ranae: Maintain successful print & online advertising and two
promotions; consolidate budget to focus on key travel times; continue to
market special events and add 30-second radio flights.
Groups and Meetings: Continue strong sales efforts and work closely with
the VRD and CSE to drive more participatory sports events.
Public Relations: Build upon successful outreach efforts and generate
media hits in broadcast, cable, and the web. Public Relations efforts will
also cross-sell the summer experience to the media during the winter
season.
Research: Continue regular lodging occupancy forecast reporting, with
several enhancements, and conduct a summer intercept study in 2009.
Email Marketinq: Cross-sell summer experience to the winter audience,
and focus on special events marketing.
Website: Begin migration of site to new platform, redesign home page to
map to new summer look & feel, and continue regular, on-going
maintenance.
Concierge Program: Maintain operations 7 days per week, and enhance
customer interaction with updated series of confirmation emails.
Page 2
Revised 91312008
Vail Local Marketing District
2009 Proposed Budget
Original Amended Proposed Proposed
2009 Variance 2009
Bud9et Bud9et Opton 1 of Total to 2008 Option 2
Income
310 • Lodging Tax
2,-075,000 2,075,000 2,075,000 997%2,200,000
313 • Other Income
399 • Interest Income 6,500 6,500 '6,025 0.3% 475),6,025
Total Income 2,081,500 2,081,500 ~i 2,081,025 100°/,2,206,025
j ~ -
iExpense
Destination
Destination Media 8 Search 170,000 100,000 5.0% 70,000)100,000
Destination Creative 30,000 30,000 1.5%30,000
Deatination TV Sponsorships 50,000 0.0% 50,000)
Destination N Creative 9,000 0.0% 9,000)
Colorado State Vacation Gulde - Media 20,000 20,000 1.0%20,000
Colorado State Vacation Guide - Creative Fees 6,000 8,000 0.4% 2,000 8,000
6301.01 • Destination Advertising Total 235,000 285,000 158,000 7.9% 127,000)158,000
6301.09 - Strategic Alliance: Acquisition & Fulfillment 155,921 7.8% 155,921 185,921
6306 • Fulfillment (Summer Guide requests)4,000 4,000 3,000 0.1% 1,000)3,000
7012 - Alr Service 20,000 20,000 0.0% 20,000)20,000
Total Destination 259,000 309,000 316,921 15.8 % 7,921 366,921
Front Range
Front Range Media 8 Search 190,500 162,500 8.1°k 28,000)199,500
Front Range Creative 54,000 36,000 1.8% 18,000)46,000
Front Range Opportunity Fund 25,000 OA% 25,000)
6302.06 • Front Range Advertising Total 244,500 269,500 198,500 9.9% 71,000)245,500
Front Range Promotion Print - Creative Fees 30,000 18,000 0.9% 12,000)18,000
Front Ratige Promotion Online - Creative Fees 30,000 10,000 0.5°k 20,000)10,000
Front Range Promotion - Acquisition & Fulfillment 180,000 120,000 6.0% 60,000)120,000
6302.07 • Front Range Promotion 7oWl 240,000 240,000 148,000 7.4%a 92,000)148,000
Total Front Range 484,500 509,500 346,500 17.3°/a 163,000)393,600
Groups and Meetings
6303.01 - Print & Online Media Advertising 85,940 74,450 80,000 4.0% 5,550 80,000
6303.01 Group Emails 11,490 0.0% 11,490)7,500
6303.03 • In-Market Representation 54,500 54,500 75,000 3.7°/a 20,500 75,000
6303.04 • TravellTradeshows & Customer Events 101,500 101,500 105,000 5.2% 3,500 105,000
6303.05 • Memberships 5,000 5,000 5,000 0.2%5,000
6303.11 • Familiarization Trips 25,000 42,500 25,000 1.2°k 17,500)25,000
6303.15 • Public Relations 15,000 15,000 15,000 0.7%15,000
6303.17 • Direct Sales 0.0%
6303.17 • Reporting 12,000 12,000 12,000 0.6%12,000
Total • Groups and Meetings 298,940 316,440 317,000 15.8%560 324,500
Public Relations Expenses
NYC Media Event 20,000 20,000 1.0%20,000
Front Range Media Calls 1,500 3,000 0.1% 1,500 3,000
Media Hostings 15,000 15,000 0.7%15,000
Media Giks 7,000 7,000 0.3%7,000
Media Guide (incl. shipping 8 printing)6,000 6,000 0.3%6,000
WinterCross-Sell 2,500 4,000 0.2% 1,500 4,000
Front Range Media Event 9,000 12,500 0.6% 3,500 12,500
B-Roll 15,000 0.0% 15,000)
Administrative 10,000 12,000 0.6% 2,000 12,000
Front Range Construction Mitigation Campaign 20,000 20,000 1.0%20,000
In-Market Promotions 25,000 25,000 1.2%25,000
CTO NYC Event 18,500 0.0% 18,500)
Outside Go and Mountain Living Events 20,500 0.0% 20,500)
Public Relations Expense Total 116,000 170,000 124,500 6.2% 45,500)124,500
Cross-Platform Activities
6306 • Photography 55,000 55,000 50,000 2.5% 5,000)50,000
6307 • Research
1
Vail Local Marketing District
2009 Proposed Budget
Original
I
Amended II Proposed Proposed
I 2008 2008 2009 Variance 2009
Budget Budget Option 1 I°/ of Total , to 2008 Option 2
Intercept Study 20,000 1.0% 20,000 20,000
Lodging Occupancy Forecast 19,500 19,500 23,500 1.2% 4,000 23,500
6307 - Research Total 19,500 19,500 43,500 2.2°/, 24,000 43,500
6311 • Database Mgmt & Direct Mail 6,000 6,000 0.0% 6,000)
6314 • Collateral (online brochure)9,000 9,000 9,000 0.4%15,000
6315 • Web & Email Marketing (creative 8 online management)50,000 50,000 25,000 1.2% 25,000)25,000
6315 • Web 8 Email Marketing (email list rental)25,000 25,000 0.0% 25,000)
6316 • Events
PRIMA 30,000 30,000 0.0% 30,000)
Vail Golf Club - Online Media 23,000 23,000 0.0% 23,000)
Vail Golf Club - Creative 0.0%
MTS Vail 365 Party 100,000 0.0% 100,000)
6376 - Total Events 53,000 153,000 0.0% 153,000)
6318 • Asset Marketing ( Collateral)148,000 73,000 57,750 2.9% 15,250)57,750
6318 • Asset Marketing (Programming)45,700 25,200 1.3% 20,500)25,200
7009 • Web Site 95,000 95,000 100,000 5.0% 5,000 120,000
7013 • Concierge Program 23,000 23,000 48,000 2.4% 25,000 48,000
Total Cross-Platform Activities 487,500 554,200 358,450 17.9 % 195,750)384,450
Admin I Miscellaneous
6400 • Gontingency 37,500 35,500 7,500 0.4% 28,000)51,000
6310 - Administration 10,000 10,000 10,000 0.5%10,000
Total Admin I Miscellaneous 47,500 45,500 17,500 0.9 % 28,000)61,000
Pro(ession.il Fees
7001 • Legal and Accounting 18,000 20,000 20,000 1.0%20,000
7003 • Advertising Agent Fees
Travel Feea 72,000 12,000 0.6%18,000
Concepting 20,000 15,000 07% 5,000)15,000
Optimization 8 Reporting 15,000 15,000 07°/a 15,000
Ad Agency Contingency 15,000 0.0% 15,000)
7003 - Advertising Agent Fees Total 62,000 62,000 42,000 2.1%, 20,000)48,000
7004 • Media Buying Fees 20,000 20,000 20,000 1.0%20,000
7007 • Marketing Coordination-WP 50,000 50,000 50,000 2.5%50,000
7007 . Marketing Coordination-TOV 75,000 75,000 75,000 3.7%75,000
7008 • PR - Professional Fees 100,000 103,500 100,000 5.0% 3,500)100,000
7010 • Strategic Advisory Fess 97,000 97,000 35,000 1.7% 62,000)35,000
7011 • Partnership
Front Range Promotion Fees 120,678 50,625 2.5% 70,053)50,625
Strategic Alliance Fees & Travel 101,454 5.1% 101,454 101,454
Asset Marketing - collateral production & design 19,500 17,250 0.9% 2,250)17,250
Asset Marketing - programming production 8 marketing 9,800 9,800 0.5%9,800
7011 • Partnership Total 120,678 149,978 179,129 8.9% 29,151 179,129
Total Professlonal Fees 642,678 577,478 521,129 26.0% 56,349)527,129
TotalExpense 2,232,118 2,482,118 2,002,000 100.0% 480,118) 2,182,000
Net Income (Loss):150,618) 400,618)79,025 I 24,025
Be9inning Fund Balance 825,792 1,002,894 '602,276 I 602,276
Ending Fund Balance 675,174 602,276 4 681,301 626,301
i -
a e Fund Balance (25% required)32%29%~33%28%
2
Allocation Charts
2009 $2m Budget
17,500.00,1%
Destination
5316,92100•
521,129.00,
161)t)FrontRange
26'9n Groups
346,500.00,Public Relations
358,450.00,
17%
Cross-PlatForm
18%
317,000.00 a Professional Fees
1ON)Aclministration
124:500.00, 6%a I
J
2008 Budget
47,500.00,2%
309,000.00,
1
Destination
Front Range
575,478.00,
Groups23'~509,500.00,
21%Public Relations
554,200.04a Cross-Platform
22%
s~ Professional Fees
W316~440.00,Administration
3%
170,000.00, 7%
Page 4
Revised 91312008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Destination Advertising
Vendor: HL2
Objectives:
Generate increased bookings from Destination markets
Build on the successes and learnings of the 2008 media campaign to
continue to grow presence in destination markets
Drive traffic to Vail.com
Strategies:
Utilize behavioral targeting to find individuals who exhibit characteristics most
likely to result in summer mountain travel to Vail
Expand media presence to capture incremental market share throughout
nation and drive revenue
o Address summer 09 closure of Eagle County Airport by extending
message beyond traditional direct flight markets
Employ strong brand messaging to help drive this position; retail messaging
will help support special offers or events that are occurring during the summer
Rely on PR to provide deeper meaning to brand positioning
Tactics:
Employ behavioral targeting ad networks that will serve online ads to those
who most closely fit our target and whose online habits indicate they are most
likely to be interested in booking a trip to Vail
Behavioral targeting will help us generate leads nationwide from the most
qualified potential guests, creating better ROI on our media budget
Develop 3 new online ads that map to our new summer look & feel and
communicate our brand message; close with a retail offer call to action
Search & CPC media: Google.com, Yahoo.com
Develop brand ad and property template ad for Colorado State Vacation
Guide
Impressions:
Online Media: 13,277,311
Search: TBD
Colorado State Vacation Guide: 800,000
Budget:2M 2.2M
Destination Online & Search Media 100,000 100,000 6301.01
Destination Online Creative 30,000 30,000 6301.01
Colorado State Vacation Guide 20,000 20,000 6301.01
Colorado State Vacation Guide Creative 8,000 8,000 6301.01
Page 5
Revised 913/2008
TOTAL 158,000 158,000
Measurement Criteria:
1. Manage expenses to approved budgets
2. Online conversions tracked instantaneously; use website action tags
All numbers are estimated figures; HL2 to review and revise as necessary after factical plan is
finalized and media is purchased.
Page 6
Revised 9/3r2008
VLMDAC 2009 Planning - $2M level
Tactical Ideas
Subject: 2009 Front Range Promotions, Content Development
Strategic Alliances
Vendor: Untraditional Marketing
Objectives:
o Drive short-term summer overnight traffic to increase lodging tax revenue
YOY
o Build on successful initiatives and continue to increase awareness
o Provide guests with content that enhances their experience and increases
likelihood of return visits
o Develop strategic alliances through integrated partner efforts to attract
targeted groups to Vail
Strategy: Front Range Promotions
Drive traffic during needs periods utilizing proven successful initiatives and
leveraging existing Vail assets.
Tactic:
1. Front Range Promotions
Continue the success of Promotions driving traffic to Vail from the Front
Range during the need periods. These promotions/time frames include:
1. Spa Season - Spa'd at Vail- May - June
2. Vail at $81.50 - late August extended to late September
Mimic execution from 2008 with key learning enhancements and
additional program tactics:
Work with the DNA print and online to receive a 2:1 return on media
impressions totaling at minimum 10million impressions per
program. This witl include continuing the successful spadea wrap
and giveaway for each program.
Develop and solicit new program partners per asset inventory
Continue to compliment existing brand messaging
Increase Front Range experiential intercepts for Spa'd, including
the Women's Expo
Work with VBCR for lodging booking and the Concierge at Vail for
activity booking
UM will solicit all local business participants aside from lodging for
both $81.50 and Spa'd at Vail
Budget: $170,625 2M
Media & Fulfillment (6302.07)120,000
UM management, execution & solicitation(7011)50,625
Page 7
Revised 9/3/2008
Measurement Criteria:
Increased number of direct bookings for applicable package and
year over year
Overall month performance
Leveraged media value at minimum 2:1
Response rate - all traceable inquiries per concierge
Strategy: Asset Marketing
Continue to refine and deliver on collateral & programming to enhance the guest
experience in Vail and increase the potential for return visits.
Tactics: Asset Marketing
Collateral
o Update any left over pieces
o New run of piece (based on 75k)
o Summer long distribution to community
o Integrate return visit offers and messaging
Programming
0 2 Soft Adventure Programs - July & August
o Leverage existing assets to enhance guest experience
o Activation of programs
o Marketing/Community Messaging
o Integrate return visit offers and messaging
Budget: $110,000 2M
Collateral (6318)57,750
Collateral production & design (7011)17, 250
Programming (6318)25,200
Programming Production & Marketing (7011) 9,800
Measurement Criteria:
Number of distributed IKYP pieces, feedback from vendors and
lodges
Program attendance and feedback
Strategy: Strategic Alliances
In 2009 Vail will develop strategic alliances in accordance with recent research
results. The two brand pillars that will be of emphasis in the short-term will be:
Health & Wellness" and "Sport & Adventure"
We will align and co-brand with 2-3 strategic alliance partners in the short-term
that are synergistic with Vail's iconic and best of class status, while looking at 6-8
in the long-term. These strategic alliances will further drive brand awareness and
more importantly build participatory programming. Ultimately we will generate
heads in beds in Vail's community and offer brand extensions for our partners.
Page 8
Revised 9/312008
Tactics: Strategic Alliances
Strategic Alliance Partner Solicitation/Liaison
o Per asset inventory plan solicit short list partners - ongoing
throughout 2009
o Develop/negotiate and complete long term strategic alliance partner
ptans and guidelines per program
o Act as strategic alliance partner liaison (TOV and community entities)
o Strategic alliance partner planning and solicitation travel
Strategic Alliance Fulfillment
o Implement 2-3 long term strategic alliances in 2009 per future
approvals of the initiative/s and allocation amongst the three items
below:
Marketing and media for strategic alliances - determined by
initiative and designated partner/s e.g. national/regional
media, target and messaging, media leveraging with partner
marketing dollars and plans etc...
Vail acts as host to the strategic alliance
Activation and logistics of strategic alliance
Budget: $257,375 2M 2.2M
Strategic Alliance Fees & Travel (7011) $101,454
Strategic Alliance fulfillment (6301.09) 155,921 185,921*
At $2.2mi/lion we will be ab/e to invest an additional $30k to support the
above strategic alliance fulfillment elements.
Measurement Criteria:
Heads in beds as a result of the partnership
At minimum $250,000 in lodging revenue
Partnership Equity
Brand Exposure
Estimated to generate 2:1 media value
Opportunity to grow in the long term
Enhancement of guest experience
Enhancement for local business and local business traffic
Page 9
Revised 91312008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Front Range Advertising
Vendor: HL2
Objectives:
Maintain a strong retail presence in the Front Range to drive short term sales
and lodging occupancy
Address potential economic challenges 2009, including possible economic
recession, sluggish travel industry, and changing consumer habits
Drive visitation during the week and during off-peak times with targeted retail
offers
Drive traffic to Vail.com
Strategies:
Given that consumers will be less responsive than usual, focus media into
two key flights at meaningful impression levels to ensure that our message is
heard
Schedule flights to capitalize on peak-summer visitation times and current
data regarding extremely short booking windows
Run unique, Vail-branded ads that target Front Range audiences with specific
offers or promotions
Message Vail as the "smart vacation choice" for the Front Range due to
proximity and ease of travel: a world-class vacation in your own backyard.
Address consumer economic concerns by providing additional value and
compelling packaging (vs. discounting)
Continue successful Front Range promotional events to drive traffic during
non-peak times
Tactics:
Run 30-second radio spots on local Denver channels to provide greater
impact and provide more details on offers and promotions
o Work closely with local stations to produce spots
Sunday Travel Section newspaper ads in the Denver Post
o Promote lodging offers and events with a strong call to action
o Utilize page dominant ad units to deliver maximum impact (5 column x
10")
Local online websites, such as: DenverPost.com, RockyMountain News. com,
Colorado.com, DailyCamera.com, 9News.com
Refresh 2008 online ads with updated message
Support Spa'd at Vail and $81.50 with updates to the 2008 creative
Page 10
Revised 9/3/2008
Impressions:
Radio: 8,707,884
Newspaper: 5,269,848
Online Media: 6,955,968
Total: 20,933,700
Budget:2M 2.2M
Front Range Media 153,500 190,500 6302.06
Radio 84,390) 84,390)
Newspaper 42,962) 61,962)
Online 26,148) 44,148)
Front Range Print Creative 36,000 46,000 6302.06
Front Range Promotion Print Creative 18,000 18,000 6302.07
Front Range Promotion Online Creative 10,000 10,000 6302.07
Front Range Promotion (see p. 12 for detail) 120,000 120,000 6302.07
TOTAL 337,500 384,500
Measurement Criteria:
1. Manage expenses to approved budgets
2. Online: Conversions can be tracked instantaneously; use website action tags
All numbers are estimated figures; HL2 fo review and revise as necessary after tactical plan is
finalized and media is purchased.
Page 11
Revised 9/3/2008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Groups & Meetings
Vendor: Vail Valley Partnership and HL2
Objectives:
Drive group sales leads by enhancing awareness of Vail as a group
destination
Develop an integrated brand marketing effort to attract targeted groups to Vail
Increase touch of Vail brand to targeted group and meeting planners through
electronic marketing and increased attendance at trade shows
Work with Peeples Ink to develop dynamic group public relations campaign
Align group sales strategies with "transformational" research findings
Develop focused direct sales and marketing efforts to attract targeted group
and meeting business to Vail including increased focus on participatory
events
Target markets include:
o Regions: Northeast, Midwest, Southeast, Southwest
o Segments: Medical; Financial; Insurance; Association; Continuing
Education; Corporate; Participatory Sports
Strategies:
Increase Front Range and primary feeder city presence
Work with individual group properties to coordinate in-market customer
events and travel/tradeshow schedules
Continue to explore additional opportunities into secondary markets
Increase development of the Incentive and high-end Corporate markets
Focus on smaller, more targeted, trade shows, events and educational
programs
Continue third-party (in-market) representation with Hyland Group, Hinton &
Grusich, and Sherry Bettis
Develop new third-party representation with Innovations Consulting (focus on
participatory sports and sports marketing)
Simultaneously market to meeting planners and key group decision makers
on a national and a regional level to drive sales leads
Continue print campaign to build Vail brand in the meeting industry
Continue on-line campaign to create synergies and economies of scale with
print marketing and trade show attendance
Implement email marketing efforts to compliment other group marketing
efforts
Tactics:
Full page, 4-color ads in the following publications to correspond with
planning lead time (exact ad placements pending negotiation)
o Green/ight Guide
Page 12
Revised 9/3/"1008
o P/an Your Meetings
o Meetings West
o Meetings West Guide
o Colorado Meetings & Events
o Successful Meetings (Co/orado Guide & Co/orado issue)
o Successful Meetings (Vail supplemenbproperty co-op)
o MPI "The Meeting Professional"
Electronic advertising on following meeting planner websites:
o CVBHotRates.com
o PlanYourMeetings.com
o VirtualMeetingWorld.com
o MeetingSource.com
Leverage print & electronic campaigns to increase email reach
o MeetingsFocus.com E-Newsletter
o Plan Your Meetings e-newsletters
o Plan Your Meetings, planner site visit event emails
o Meetings West, E-newsletter, "hot deals"
Direct solicitation of the meetings marketplace by engaging in focused
telemarketing efforts using established tracking system for leads
Use third party sales organization for in-market support of sales tactics in
Chicago, Washington, D.C. and other key markets
Use travel and tradeshows to effectively sell Vail as a meetings destination to
qualified meeting planners
Obtain memberships in key meeting and industry related organizations that
will provide direct contact to meeting planners
Collaborate with Vail Recreation District & Commission on Special Events to
help increase number of participatory events hosted in Vail
Host customer events in-market to increase visibility in key feeder markets
Host meeting planners in Vail to showcase our destination. Guests are
qualified based upon their ability to bring group business to a mountain
destination; either from past experience, or interest level indicated and
substantiated
Leverage media insertions to gain additional editorial exposure for Vail in
meetings industry publications and at industry trade shows
Budget - Advertising:2M 2.2M
Group & Meetings Print & Online Advertising 80,000 80,000
Group & Meetings E-mail Advertising 0 7 500
Total Advertising:80,000 87,500 6303.01
Budget - Travel & Trade:2M 2.2M
In-Market Representation 75,000 75,000 6303.03
Group Sales Travel, Trade Shows & Events 105,000 105,000 6303.04
Meeting Planner Familiarization (FAM)25,000 25,000 6303.11
Page 13
Revised 913/2008
Reporting 12,000 12,000 6303.17
Memberships 5 000 5 000 6303.05
TotalOther:222,000 222,000
TOTAL GROUP:302,000 309,500
Measurement Criteria:
1. Manage expenses to budget
2. Number of groups booked during 2009
3. Room nights actualized in 2009
4. New room nights booked during 2009
5. Number of qualified leads generated in 2009
Page 14
Revised 91317008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Public Relations
Vendor: Peeples Ink
Objective:
To optimize Public Relations efforts to reach target audiences
Drive continuous summer overnight traffic to increase lodging tax revenue
Build on successful initiatives and continue to increase awareness
Strategies:
Broaden our market reach, but to a more targeted audience
Incorporate and focus on the experiential vacation message that is being
developed, suggested by James Chung and Reach Advisors
Vet and expose stories and messages that currently exist, but haven't been
featured:
o Health and Wellness
o Outdoor activities and sports programming
Continue to promote kids' messaging better than anyone else
Inter-generational messaging
De-emphasize "large event" in-market media visits
o Concentrate on canvassing targeted media with targeted messages
Integrate public relations with marketing programs
Continue to cross-sell summer messages to journalists hosted by Vail
Resorts and other PR entities in Vail
Continue to expand efforts with television, cable and web media
Tactics:
Build on the success of 2008's New York media launch in its more strategic,
message-centric manner
Continue to focus our in-market media reach on key markets that include:
Dallas, Chicago, San Francisco and Los Angeles
Integrate PR with Untraditional Marketing partnership program
Update and maintain 2009 Vail Summer Media Center at Vail.com
Maintain and update the media-friendly on-line brochure of Vail's Renewal
Cross-Sell summer message to media hosted in Vail during the winter
through Vail Resorts and other PR partners
Host targeted media on-site in Vail throughout shoulder and summer months
Continue with success of World's Youngest PR Professional to position
ourselves as a leader in family messaging
o Invite top media with children to visit Vail; children are hosted by PI's
11 year old PR professional
Maintain a concerted Front Range PR effort though one-on-one media calls,
story pitching and at least one major Front Range media event
Page 15
Revised 91312008
Continue construction mitigation PR campaign, with focus shifted to newly
completed projects and boasting Vail's successes to the media
Develop unique, branded media gift for distribution at media events, one-on-
one media calls and hosted press; coordinate with UM's partners
Maintain an on-going PR campaign and relationship with the local press
Continuous, year-round, story pitching to targeted national media list
Representation as a PI client at Society of American Travel Writers (SATW),
North American Snowsport Journalist Association (NASJA), Public Relations
Society of America (PRSA) and Golf Writers Association of America (GWAA)
industry functions
Budget:2M 2.2M
NYC Media Event 20,000 20,000 6304
Front Range Media Calls 3,000 3,000 6304
Media Hosting 15,000 15,000 6304
Media Gifts 7,000 7,000 6304
Media Guide 6,000 6,000 6304
Winter Cross-Sell 4,000 4,000 6304
Front Range Media Event 12,500 12,500 6304
Media Calls/Air Service Promotion 25,000 25,000 6304
Administrative Costs 12,000 12,000 6304
Stakeholder Relations/Construction Mitigation 20,000 20,000 6304
Group Public Relations 15,000 15,000 6303.15
TOTAL PR BUDGET:139,500 139,500
Measurement Criteria:
Manage all expenses to approved budget
Number of contacts with targeted media through media events, one-on-one
meetings, winter cross sell, on-site hosting and email/phone story pitching.
Number of features and stories in priority markets, key publications and
media from a defined and approved list
Advertising equivalents and # of impressions analysis - ROI
Baseline establishment of web-hits and effectiveness on relevant websites
Output
o Number of releases, tip sheets and web postings to relevant websites
o Contacts by market
o Number of qualified journalists hosted
Expected ROI:
Minimum of 350 direct contacts with targeted media through personal contact,
email and telephone
The placement of 10 features about Vail in targeted media
o To include one major hit in a high profile publication
Inclusion in mainstream "round-up" articles by contacting long-lead
publications and calendar sections
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Minimum of 15 targeted journalists hosted in winter
Minimum of 40 targeted journalists hosted in summer
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Revised 91312008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Trends Service - Research
Vendor: Vail Valley Partnership
Objective:
To utilize lodging occupancy levels of Vail properties to help Vail businesses
predict volume of business and staffing needs as well as to help recognize
need periods for promotional programs and special offers
Strategy:
Funding for this program will be used for financial support of a lodging
occupancy forecast report, known as MTRiP; the funds will contribute to the
collection, analysis and reporting of occupancy levels in local properties for
upcoming months
Conduct in-town intercept study to provide benchmark with prior year guest
surveys
Tactics:
Support of a lodging occupancy forecast will enable the Town of Vail and
businesses in Vail to better predict volume of business and staff needs, to
ultimately give guests a better level of service
Reports track the impacts of lodging occupancy affect every business,
recreational, educational and cultural organization in the community
Specific reports included with MTRiPS subscription include the following:
o Destination Occupancy Report (daily report)
o Executive Summary
o Weekly Mountain Travel news
o Key economic indicators (local & national)
o Destination Benchmark Report
New reports for 2009:
o Overall transient inventory report, updated annually with benchmark
o Implementation of group/conference report (pending property
participation)
o Paid/unpaid report (to show impacts of second homeowners)
o Raw inventory room night count of all Vail lodging
o Ability to add MTRiPS news feed to local sites
o Breakout of Vail Village vs. Lionshead Village occupancy on monthly
basis
Development of intercept study to track customer impressions of Vail during
the summer; study to mirror intercept study from 2007 to ensure
benchmarking of prior results
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Budget:2M 2.2M
Lodging Occupancy 32,500 32,500 6307
Intercept Study 20,000 20,000 6307
Measurement Criteria:
1. Manage expenses to approved budgets
2. Distribution of reports to stakeholders in a timely manner
3. Bi-annual presentation by Ralf Garrison to VLMDAC
4. Coordination with Vail Resorts to manage intercept study process
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Revised 9/3/2008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Email Marketing
Vendor: HL2
Objectives:
Contact Vail guests and give them a reason to visit Vail this summer
Strategies:
Tap into existing databases to maximize exposure: VRI & VLMD
Cross-sell summer experience to winter guests via the VRI database
Target:
VRI Vail-only list: -80,000
VLMD list: -7,000
Tactics:
Send 5 targeted monthly emails, April through August, to keep past, present,
and future guests apprised of seasonal Vail events and special promotions
Segment emails between Destination and Front Range markets, and modify
messages based on audience to increase conversion through relevant
messaging
Schedule email distribution strategically (based upon booking window data) in
advance of key events and promotions
Create efficiencies by using 2008 creative templates with minor copy and
design changes to message new or updated offers or events in 2009
Budget:2M 2.2M
Creative and Production of Email Marketing 25,000 25,000 6315
Measurement Criteria:
1. Manage expenses to budget
2. Track email open rates
3. Track email click-through rates to website
All numbers are estimated figures; HL2 to review and revise as necessary after tactical plan is
finalized.
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Revised 9/3/2008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Website
Vendor: HL2
Objectives:
Continue to enhance user experience through a higher quality, richer
interFace
Support offline initiatives
Share web traffic and booking opportunities with winter
Strategies:
Migrate homepage and specified secondary pages to new Vail Resorts
platForm
o Phase site migration over two years to minimize budget impact;
balance of migration to be completed for 2010 campaign
Explore enhancements to existing pages and new technologies to better
communicate with our target
Engage in planned ongoing maintenance throughout summer to keep site
fresh and to map to offline initiatives driving to web
Tactics:
Redesign home page and key secondary pages to map to new summer brand
look & feel
Refresh web visuals with new photography and update pages with relevant
content
Enhance the "Visualize Your Vail Vacation" web itineraries with more video,
still photography, and/or audio elements
Consider RSS text feeds to push promotions and last minute bookings
Search & CPC included in Destination media buy)
Budget:2M 2.2M
Key Pages Redesign & Migration 33,000 45,000
Web Itineraries Enhancements 12,000 16,000
Core Site Updates 15,000 17,000
o Imagery and copy refresh throughout the site
Maintenance 15,000 15,000
o Promotion page design and copy
RTP Costs 25,000 27,000
o Web development, flash content updates, reporting tools, maintenance
work, etc.
TOTAL 100,000 120,000 7009
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Measurement Criteria:
1. Manage expenses to approved budgets
2. Overall page views, unique visitors and lodging bookings
All numbers are estimated figures; HL2 to review and revise as necessary after tactical plan is
finalized.
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Revised 91312008
VLMDAC 2009 Strategic Plan
Tactical Briefing Documents
Subject: Concierge Program
Vendor: Vail Valley Partnership
Objectives:
Continue to create a point of differentiation for Vail among the luxury
competition by transforming Vail into a single unified destination experience
Meet consumer need for convenience and service
Increase communications with guests prior to arrival through website
exposure and via email confirmations (pending VBCR cooperation)
Align strategies with research findings
Strategies:
Continue to establish brand messaging for concierge program to include
marketing of the program beyond a call to action
Elevate the program on the Web site to create a powerful presence of the
program online, driving guests to email or call their "personal" concierge
Drive revenues to participating vendors within the Town of Vail
Further refine fulfillment needs and vehicles
Tactics:
Increase knowledge of Concierge at Vail program among lodging and
business community to help increase participation and referrals
Maintain 7 days per week presence for phone fulfillment
Define customer touch points and possible areas of interaction and create a
series of emails to support that interaction. Possible emails include:
o Enhanced booking confirmation and invite to Concierge Service; this
email would be an enhancement or addition to the existing VBCR
booking confirmation
o Confirmation of Concierge Services booked; once a visitor engages
with the Concierge, they will receive an email that confirms their
arrangements for services
o"Your trip is coming soon" email: includes confirmation of activities,
weather report, list of events happening while guest is in Vail
Make VBCR call center training high priority
Work with Untraditional Marketing to solicit business participation in
promotional programs
Budget:2M 2.2M
48,000 48,000 7013
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Measurement Criteria:
1. Manage expenses to approved budgets
2. Total bookings via the Concierge Service
3. Track unique 1-800 number calls and Concierge landing page visits
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Revised 91312008