HomeMy WebLinkAbout07. Lodging Liaison Report September 30, 2021.docx (2)To: Vail Local Marketing District Advisory Council
From: Mark Herron, Vail Local District Lodging Liaison
Date: September 30, 2021
Re: First, Second and Third Quarter Lodging Reports
Accomplishments First Quarter
• Hosted Vail Lodging Winter Roundtable with Vail Valley Partnership, Vail Local Marketing
District, Town of Vail, Vail Resorts, Vail Chamber and Business Association
• Conduct Winter Lodging Survey – distributed to Lodging partners and Stakeholders
• Completed and shared SOAR Analysis with Lodging partners and Stakeholders •
Communicating with Lodging Postcards and/or emails
• Providing Tool Kit updates
• Increased and updated Vail Community Partners Lodging Contact List - shared document
• Conducted SEO Audits - collaborate with Cactus/Jackrabbit
• Establish lodging website goals
• Improved referral tracking and conversion data
Accomplishments Second Quarter
• Discovervail website content
• Created new Discovervail Lodging opening page and interior page
• Generated leads to website through special promotions
• Recruited properties to participate in Discovervail.com
• Recruited 10 properties to participate in the Inntopia Winter Weekend Outlook Straw Poll
Program
• Hosted Lodging round Enhanced tables and individual meetings
• Collaborate with VVP, VLMDAC to develop a Group marketing plan
• Solicit partner feedback (TOV, VVP, MYPR, VCBA)
• Encourage lodging sector to participate in the Colorado Lodging Association tourism
campaign
• Worked with Simpleview to develop special landing pages link to a Book>>Direct tab •
Recruited lodging properties to participate in the Winter Workcation program - reported
weekly results
Accomplishments Third Quarter
• Hosted Vail Lodging Summer Roundtable with Vail Valley Partnership, Vail Local
Marketing District, Town of Vail, Vail Resorts, Vail Chamber and Business Association /
36 in person attendees and 32 virtual attendees
• Scheduled and confirmed presenters for the Vail Lodging Winter Roundtable Nov. 15,
2021
• Conducted Summer Lodging Survey – distributed to Lodging partners and
Stakeholders / 109 survey distributed with 31% response
• Completed SOAR Analysis – distributed to all Partners, presented to VLMD Board /
distributed to 109 lodging partners
• Communicated with Lodging partners via Phone, Zoom, Postcards and/or emails
• Providing Tool Kit updates as needed
• Updated Vail Community Partners Lodging Contact List - shared document / 12 new
contacts added
• Generated leads to website through special summer promotions / four lodges participated
with six packages
• Recruited 3 more properties to participate in Discovervail.com / 52 lodging partners and 60
properties participating
• Worked with SimpleView to onboard 3 new properties
• Collaborated with VLMD partners to create a Vail DMP
• Work with MYPR to collect lodging renovation projects / 12 properties reporting
• Collaborated with VVP, VLMDAC to develop a Group marketing plan and weekly lodging
Zoom calls / Calls take place every two weeks
• Assisted with polling the lodging sector to launch the TOV marketing and housing survey /
26 lodging properties personally contacted
• Assisted in the coordination and promotion of Vail Sustainability Quiz / 110 emails sent
requesting lodging support. Personal reminders sent to 24 lodging partners
• Scheduled meetings with Lodging Partners to discuss Mexico Visitation Strategies / seven
one on one meetings scheduled
• Collaborated Managed lodging listings via Book>Direct