HomeMy WebLinkAboutVLMD Group Sales Q1 2020 Update[1]
97 Main Street, Suite E-201, Edwards, CO 81632
VailValleyPartnership.com
To: Vail Local Marketing District Advisory Council
From: Chris Romer, Vail Valley Partnership
Re: March 2020 Group Sales Dashboard
Key Performance Indicators:
New leads generated: 10 Last year: 13
YTD leads generated: 70 Last year: 50
Groups booked YTD: 13 Last year: 15
Room nights in system: 11,151 Last year: 11,002
Leads in system: 39 Last year: 37
Future Pipeline: 28,693
Room Nights on-the-books (current year): 7,903
Room Nights on-the-books (next year): 3,251
What’s Next (April):
All Travel Suspended through June due to COVID19
Executive Summary:
COVID-19 has obviously impacted group sales efforts; we quickly pivoted efforts to coordinate
communications and efforts with lodging properties, follow up with all active leads, reach out to
all confirmed groups, and maintain appropriate outreach to group planners. We have received
group inquires for fall and winter programs so there remains a group market, although we should
expect a significant impact to spring/early summer business and possibly beyond.
VVP attended/exhibited at 1 meeting
industry tradeshows:
334 Meeting Planner Attendees
23 One-on-one Sales Appointments
VVP hosted 0 site and 0 FAM tours to
drive group business to Vail
0 Meeting Planner Attendees
VVP hosted 0 client events in March
Houston Rodeo Cancelled
VVP attended/exhibited at 2 meeting
industry tradeshows:
430 Meeting Planner Attendees
44 One-on-one Sales Appointments
VVP hosted 5 site and 0 FAM tours to drive
group business to Vail
5 Meeting Planner Attendees
VVP hosted 0 client events
0 Meeting Planner Attendees
97 Main Street, Suite E-201, Edwards, CO 81632
VailValleyPartnership.com
Q1 Highlights:
• New Group Leads Generated are up by 8% from last year … 2020 = 67 vs. 2019 = 62
• 11 Groups Contracted in Vail
• Still receiving RFP’s leads for group arrival as early as September 2020
COVID19 Group Sales Update
• Cancelled Site Tour for March
o June 2021 program moving to June 2022 – 724 room nights
• Tradeshows:
o March, April & May -Tradeshows/In-Market Events Cancelled/Postponed
o August & September tradeshows (ASAE, Connect & IMEX) are still holding
dates and optimistic that they will occur.
• As stay at home orders have been extended, contracted bookings for arrival between
March-June have steadily cancelled or postponed into the Fall 2020 & Winter 2021.
o Higher amount of rebookings/postponing vs. cancelling.
o Lodging partners continue to be flexible.
• Hotels have closed, employees furloughed or laid off – VVP Group Sales team has had to
step in as the conduit for many of the lodging partners.
o Planners unsure on who they can reach at hotels and when they will be reopening.
• Planners surveyed are most interested in Nature & Outdoor Adventures for their future
group programs. Away from the crowds & urban/city settings. Huge opportunity for
mountains.
• Creative marketing strategy … outreach vs. prospecting/sales pitch – planners want to
hear from us
o videos of destination, keeping in touch, social media, website updates …
o Planners have indicated a desire to make sure we are front of mind & pounding
the virtual pavement right now, so we’re ready when they are ready to hit the door
running.
o Reinvent, reimagine and engage.
• Drive market vs. Pure Market
o As consumer confidence increases the drive market will come back faster than
Pure Market. Staycation vs. Vacation.
• Virtual meetings not expected to take over for in-person meetings.
o It’s about the total inclusive meeting experience … personal & professional
relationship building, networking & unique experiential activities that showcase
the destination.
• Rates and length of stay are currently holding steady.
• Focus on the next 3-6 weeks, not the next 3-6 months. Too much uncertainty.
• We anticipate approximately $30,000 in budget savings from travel/trade (to date, this
will possibly increase if/as public health orders change)