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Home My WebLink About02. NovemberVLMDACPresentationFINAL-V2VLMDAC BOARD MEETING NOVEMBER 18, 2021 Agenda •BOARD DECISIONS/APPROVALS •Sustainability Campaign Budget Shift •INFORMATION UPDATES & DISCUSSIONS •Monthly Financial Report, Carlie Smith, Town of Vail •2022 Planning Update, Cactus •Campaign Production Updates, Cactus •Data Capture Prioritization, Bob Brown and Jeremy Coleman, BAAG •Town of Vail Updates –Mia Vlaar, Jeremy Gross, Town of Vail •Other Business •MINUTES •Approval of October 21, 2021 Minutes, Board MONTHLY FINANCIAL REPORT 2022 PLANNING UPDATE 2019-2021: Realized Vision 1.We needed an owned website to grow the brand and drive visitation. 1.We needed to add technology that allowed for effective data capture and activation. 1.We needed to completely reset the “go-to-market” process. Sustainbility Campaign Budget Shift $14,000 was budgeted as part of the last supplemental to do article ad placements. We realized this was much more than needed and was really an editorial. Since this was identified please vote on option 1 or 2. If 2, we need to discuss which ideas to move forward with. 1. Don’t spend and $14,000 will go back to fund balance 2. Shift the budget from PR to Creative and Production including ideas below to be discussed. (All ideas below can not be covered with $14k. Open for group discussion/decision)-Animated video that speaks to the 7 principles and Vail specific messaging. Evergreen content that would be used on social, in-resort TV, Vail Daily Live, web, etc. Inspiration coming from Care for Colorado but not that detailed animation, shorter, and likely no song due to budget. This would take full budget. -Video using existing footage and copy overly with 7 Principles and Vail specific messaging. Summer specific content and used for social, in-resort, VD Live, web, etc. -In-resort signage to promote our sustainability efforts -Winter specific content for year-round presence. Some of this in place but this would allow for a more comprehensive package -Branded giveaway items for quiz completion, in addition to water bottle And it worked! Based on Vail Resorts data, in 2019 there were 23k unique visits to the summer- specific, VLMD pages on Vail.com. In 2021 thus far, we’ve had 266k unique visits to discovervail.com. In taking control of the summer search campaigns, additional funds were allocated to search and has driven over 82k consumers to the site from paid search. This drives up site relevance and sets discovervail.com up for better SEO results in the future. With additional focus on email content / frequency and a consistent website to click to, the overall open rate increased to 24.1% vs. 15.5% (from 2018 data available from Vail Resorts). +1156%+259%+55% The 2019 -2021 Evolution ●No web data collection ●No data-management platform ●VR-managed search strategy ●Limited success tracking based on media metrics only ●No partners to drive data-driven roadmap 2019 2021 ●Over 230k unique visitors to analyze ●Added Salesforce Audience Manager ●Personalized VLMD search strategy ●Success based on estimated RODAS by onboarding ADARA/AirDNA (currently over $50) ●New partners and stronger, more integrated partner collaboration to drive change DiscoverVail is Driving Referral Traffic Out of all visitors through September 2021, 112,055 (20% of site traffic) drove to an external link supporting Vail businesses from lodging, booking, and activities around the villages. Partner Planning for 2022 and Beyond ●Move on from SalesForce ●Improve CRM tool Today With the foundation of an owned and operated website, a data analytics team and a media plan driving revenue for the VLMD, there are multiple ways we will need to change the tech stack to continue to drive the business forward. FY22 Future ●Consider additional data / research partners ●Push current partners for deeper insights ●RFP first-party activation partner ●Consider web personalization partners Initial 2022 Tools Next Steps The VLMD partner group is taking the following key next steps to develop the strategic backbone / framework for the year which will be shared in December. ●Hosting planning sessions to collaborate on planning across disciplines ●Developing personas to better understand our ideal guest ●Building our content strategy, including a content calendar incorporating key topics/tentpoles to be featured across channels ●Developing a community toolkit to ensure our efforts trickle down through the in-market guest experience CAMPAIGN PRODUCTION UPDATES DATA CAPTURE PRIORITIZATION Data Capture Prioritization Objective: Gap analysis and prioritization of data capture and accessibility needs❖Create scorecard to measure data capture against and rank order the priorities of data capture improvement to inform other efforts Process: 1.Brainstorm Data Capture Ideas 2.Score ideas on Difficulty/Cost to implement 3.Score ideas on Impact to the breadth and depth of the database 4.Group and prioritize ideas 5.Identify timing and budget implications of top ideas Effort & Impact Rating Grouping and Prioritization Next Steps TOWN OF VAIL UPDATES VILLAGE ENHANCEMENTS Anywhere you turn, your senses will be awakened. Hear: Après Music is returning to the villages from 2:30 to 5:30 pm on select days. See: The village lighting from 2020 is returning with more enhancements and interaction.New custom elements are being built and new technology implemented to surprise and delight. Feel: Firepits are being reinstalled in three locations across town for guests to gather with friends and family after a great day on the slopes. REVELY VAIL Vision Revely is Vail’s welcome to the brilliance of winter. Enhance the early season experience to complement Vail Mountain's snow making effort to offer the Biggest Opening in Colorado –on and off the slopes. Nov. 12 -Dec. 15 Events Include: -Tree Lighting -Vail Après & Ambient Music -Kick off to Magic of Lights -Ice Skating Shows -Arts Workshops -Silent Disco -More RevelyVail.com EARLY SEASON CONCERTS Vail Snow Days Dec. 2-4, 2021 Ticketed Event •Friday: Nathaniel Rateliff and the Night Sweats •Saturday: Dierks Bentley Powabunga Music Festival Dec. 10-11, 2021 Ticketed Event •Friday and Saturday: Rufus Du Sol // Bob Moses (Club Set) // Vintage Culture // Channel Tres // Gavlak // Sandstrom EARLY SEASON EVENTS VAIL HOLIDAYS Vail Holidays festivities mid-December through New Year’s Eve. Vail Holidays offers activities and events for all ages, with a mix of stay-in family experiences and small celebrations, all with safety in mind. December 16 -31 Vail Village Holiday Tree Lighting Après Music 15th Annual Vail Winterfest Silent Discos Free Outdoor Ice Skating Shows Vail Astronomy Nights Art Classes and Take Home Art Kits NYE Fireworks and Torchlight Parade And More... VAIL APRÈS At 4 PM each day, the villages and mountain come together to celebrate the legacy of Vail. The clock towers in the villages chime, and bells ring across the mountain and in the villages symbolizing the end of the ski day and the beginning of a warm and memorable Après experience. VailApres.com Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, December 16, 2021 Grand View Room, Lionshead Virtual Via Zoom Optional APPENDIX Return on Digital Ad Spend (RODAS) For every $1 we spend in digital paid media, we generate an estimated $16.34 in lodging revenue. This is up from $14 last month as our media spend fluctuates and we account for trip planning windows impacting our annual booking data averages MoM Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was estimated using only ADARA Co-op data. Adara Enhanced $16.34 RODAS Paid Media % of Spend in Oct 6% Oct Digital Impressions 10.4M Oct Clicks 55.3K Total spend to date for 2021 is $770,602K Overall clicks increased MoM overall in Paid Media channels Website High Level Performance HIGHLIGHTS: 10/1 -10/31 -Overall metrics are beginning to increase as we head into the late fall/early winter season for DV.com. -Direct traffic maintained it’s #1 traffic-driving spot, but CPC (paid search) improved to the #2 spot with organic moving to #3. -New visitors continue to be the largest audience, but return visitors did increase by 3+% from September. -Time on site increased by 0:20 and bounce rate improved by 8%. Website Audience Insights HIGHLIGHTS: 10/1 -10/31: -Most traffic for October came from the Front Range, with new traffic coming from Coffeyville (KS), Edwards (CO), and New York. -Age and gender demographics maintained an even-spread with skew towards the 25-34 female audience. Both metrics increased slightly this month. -~72% of audience is viewing on mobile. Maintain a mobile-first mindset for updates/optimizations. -Pages per session increased with time on page decreased. SEO High Level Performance HIGHLIGHTS: 10/1 -10/31 Moving into the fall/winter season, a downward trend in our visibility comparison continues as competition ramps up for similar sites/businesses. The top 25 keywords we ranked for in October are listed to the left. The top volume term, searched for organically, was “lionshead village” with “live music vail” moving into the No. 2 spot. We are working on optimizations to site content that support winter keywords and attractions in the town of Vail to drive traffic outside of the resort terms.