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Vail Destination Presentation - 11-23-20211 Vail Destination Presentation November 23, 2021 Agenda •Destimetrics: industry and local view, Lodging trends, Air & Flight trends into Vail Valley •Town of Vail and Vail Local Marketing District •PrimaVail Employee Training and Engagement •Vail Resorts Operations, Communication & Marketing Winter Plan OCCUPANCY DATA (DESTIMETRICS) Waiting on 10.31 data set -Here -Here -Here Reservations Activity Report Waiting on 10.31 data set -Here -Here -Here Destination Compare: RAO Waiting on 10.31 data set -Here -Here -Here Daily Occupancy Report Waiting on 10.31 data set -Here -Here -Here ADR Waiting on 10.31 data set -Here -Here -Here Destination Comparison: ADR Average Daily Performance for the current month and upcoming 6, October 1st, 2021 to April 30th, 2022 has increased since last report, and is currently up +14.8% (+13.0% last report) compared to last year Room Nights Booked (RNB) for the current month and upcoming 6, October 1st, 2021 to April 30th, 2022 total 187,180, and are currently up +70,857, or +60.9%, (+74,056 or +55.7% last report) compared to last year at this time (116,323) Key Takeaways EAGLE COUNTY REGIONAL AIRPORT WAITING ON INFO FROM AIRPORT -Here -Here -Here EGE FLIGHT MAP January-August 2021 Commercial Service ●up 31% compared to 2020 YTD ●up 3% compared to 2019 YTD ●up 13% compared to 2018 YTD June-August 2021 v June-August 2019 ●Up 81%; 50,552 passengers v. 27,863 passengers EGE Activity Trends TSA Throughput January-August 2021 Commercial Service ●up 31% compared to 2020 YTD ●up 3% compared to 2019 YTD ●up 13% compared to 2018 YTD June-August 2021 v June-August 2019 ●Up 81%; 50,552 passengers v. 27,863 passengers December Snapshot TOWN OF VAIL & VLMD UPDATE •Destination Stewardship Plan •Vail Local Marketing District (VLMD) Evolution & DiscoverVail.com •Guest Experience: Special Events & Early Season Activations •Boards and Commissions Openings TOWN OF VAIL AND VAIL LOCAL MARKETING DISTRICT What is a Destination Stewardship Plan DSP? A Destination Stewardship Plan is management plan that is developed to provide equitable access and to protect and enhance the natural, physical, cultural and social assets of a community for future generations. -Required for certification as a Top 100 Sustainable Destination -Intersection of tourism and community -Phase 1: Public engagement process -Phase 2: Vetting with key community groups -Phase 3: Development of plan and approval by council Timeline •RFP Issued Nov 1 •Proposals due back Nov. 19 •Vendor selection made Dec. 1 DESTINATION STEWARDSHIP PLAN VAIL LOCAL MARKETING DISTRICT •Media ○Live for those in-market or on the books ○Winter imagery transition •Quiz/Trip Giveaway ○Winter imagery/content transition •Collateral in place at Welcome Centers •Vail Daily Press Release •Community toolkit distributed •Creation of 2022 assets to enhance Social Ad // On the Books Static Ad // In-Market SUSTAINABILITY PRINCIPLES CAMPAIGN 2019-2021 : Realized Vision of VLMD •We needed an owned website to grow the brand and drive visitation. •We needed to add technology that allowed for effective data capture and activation. •We needed to completely reset the “go-to-market” process. 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. The goal of DiscoverVail.com is to have the most accurate information to provide to our guests. If you see outdated or missing information, please visit discovervail.com/businesstoolkit UPDATE YOUR BUSINESS ON DISCOVERVAIL.COM 10 Year round toolkit with easy access to: -DiscoverVail.com update links -Event Listings -Business Listings -Wedding and Group Venues Listing -PrimaVail -Vail Apres -Vail Mountain -Public Transit PLUS -Winter Marketing Toolkit -Summer Marketing Toolkit (currently 2021 version.2022 version coming in February 2021) DiscoverVail.com/BusinessToolkit VAIL BUSINESS TOOLKIT 11 The VLMD has funded the Book Direct platform to ensure the best experience for both our guest and our properties in Vail: •All revenue and bookings go directly to the individual properties •Any Vail property* can be listed •Check to ensure your reservation system is connected •To connect your property contact the VLMD Lodging Liaison, Mark Herron at markherron57@gmail.com Connected Not Connected DISCOVERVAIL.COM LODGING CONNECTION GUEST EXPERIENCE INITIATIVE VAIL APRÈS A NEW TRADITION 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 A NEW TRADITION VAIL APRÈS RING: Break out your bell from last season. Don’t have a bell? We will get you one! SHARE: Share what you do for après and/or a staff favorite or business specialty, send our way and we will post it on the list of offerings. Email info@vailchamber.org and join in celebrating Vail Après! VailApres.com …… EAT | DRINK | LISTEN | EXPERIENCE | SHOP Open to restaurants, bars, retail & services EARLY SEASON ACTIVATIONS EARLY SEASON ACTIVATION VILLAGE ENHANCEMENTS & PROGRAMMING 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. EARLY SEASON ACTIVATION REVELY VAIL Vision Revely is Vail’s welcome to the brilliance of winter. Enhance the early season experience to complement Vail Mountain snow making effort to offer the Biggest Opening in Colorado –on and off the slopes. Nov. 12 -Dec. 11 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 ACTIVATION 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 OTHER 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... Commission on Special Events (CSE) •Three board openings •Application are due by Nov. 26 to Vail Town Clerk •Town Council Interviews will be held on December 7 •Email Jeremy at Jgross@vailgov.com if interested. Vail Local Marketing District Advisory Council (VLMDAC) •Three board openings •Letters of Application are due by Dec. 10 to Vail Town Clerk •Town Council Interviews will be held on December 21 •Email Liz at lgladitsch@vailgov.com if interested. TOWN BOARD OPENINGS GET INVOLVED PRIMAVAIL EMPLOYEE PROGRAMS Why? Provide a seamless, consistent and world-class guest experience in Vail What? Learn best ways to interact with the Vail guest to provide a consistent, positive experience •Get latest Vail happenings and changes •Empower employees to creatively problem solve and grow skillsets Where/When? •November,2021 –January,2022 •This third year, trainers will visit businesses during convenient non-peak times instead of the previous virtual ('20/'21) and group formats ('19/'20) PRIMAVAIL GUEST EXPERIENCE EMPLOYEE TRAINING Familiarize your team with Vail Walking Tours: In person, meet in front of Vail Welcome Center. •Tuesday, November 30, 9:00 -11:00 am •Tuesday, December 14, 3:00 -5:00 pm Vail History 101: In person, at the Colorado Ski Museum, 10 -11:30 am. •Thursday, December 2 •Tuesday, December 7 Social Events •One scheduled per month dates coming soon on PrimaVail.com including bumper cars, bowling, tubing and ax throwing Sign up today at PrimaVail.com. Receive a Local’s Card & Swag PRIMAVAIL EMPLOYEE ENGAGEMENT PRIMAVAIL TRAINING & EMPLOYEE ENGAGEMENT Recognize Vail employees Any Vail employee is eligible to be nominated for a PrimaService Award by a fellow employee, manager, resident or guest. To make a nomination, visit www.primavail.com. Nominations All nominations will be entered into a drawing for the grand prize awards at the end of the current season. Community recognition Recipients are recognized in the Vail Daily, Town of Vail, PrimaVail, Vail Chamber and Business Association websites and a video segment to be showcased in Vail’s marketing channels. Grand prizes Prizes have included Vail parking passes, gift cards to local Vail businesses, Vail Resorts gear, ski/snowboard rentals and PrimaVail dry bags, hydration packs, fanny packs and much more. PRIMAVAIL EMPLOYEE RECOGNITION •The theme for September 14's was family-owned businesses in Vail. During the informal session, the panelists shared their leadership journeys, lessons learned, and how to make a family- owned business last. •The Leadership Forum has become a focal point of PrimaVail programming, providing a comfortable and candid environment for business community leaders,young and old, to discuss current topics, share challenges, and propose initiatives that are relevant to owning, operating and working in Vail. •Forums take place at the Grand View Room and are available both in person and online. PRIMAVAIL LEADERSHIP FORUM DiscoverVail.com Update your business listing by visiting discovervail.com/wintertoolkit bottom of page, or email Liz at lgladitsch@vailgov.com Winter Events Reach out to Jeremy at jgross@vailgov.com for event questions Town Board Openings Reach out to Jeremy at jgross@vailgov.com for questions PrimaVail Visit primavail.com to sign up Vail Après Reach out to Liz at info@vailchamber.org to add your après offer CONTACT US VAIL MOUNTAIN 2021 -2022 Winter Plans WINTER OPERATIONS Safety is our top priority: 2021-22 COVID 19 Safety Protocols MOUNTAIN ACCESS We will not have a mountain reservation system this season and will load lifts and gondolas at normal capacity,optimizing guest movement around our resorts. FACE COVERINGS Face coverings will be required in indoor settings,including in our restaurants,lodging properties,restrooms,and retail and rental locations,and on buses. Face coverings will not be required outdoors,in lift lines,or on chairlifts or gondolas. DINING RESERVATIONS Guests will be required to book a reservation to eat at many of our on-mountain restaurants using our Time to Dine reservation service. We are expecting significantly more seating and dining capacity than last season,and we intend to open reservations one day prior. DINING VACCINATIONS Guests ages 12 and over will be required to show proof of COVID-19 vaccinations to dine at our indoor,on-mountain cafeteria-style restaurants. This requirement includes those guests 12 and over in our ski and ride school programs that include lunch. WINTER OPERATIONS Safety is our top priority: 2021-22 COVID 19 Safety Protocols CASHLESS TRANSACTIONS For guest and employee safety,all transactions will be cashless unless otherwise required by local law.This includes at our hotels,restaurants,ski and ride school,and all other points of sale.For the best experience,book and pay online in advance. CLEANING &DISINFECTING Hand sanitizing stations are provided throughout the resort.We are frequently using EPA-approved products that kill the COVID-19 virus on all our high-touch surfaces and restrooms,and we are applying enhanced cleaning and disinfecting practices across our resort. EMPLOYEE VACCINATIONS We will be requiring all of our employees to have COVID-19 vaccinations for their safety and protection as well as the safety and protection of our guests and communities. DAILY EMPLOYEE HEALTH SCREENINGS All employees are required to undergo daily health screenings,wear face coverings indoors,regularly wash their hands,and stay home if sick or feeling sick. SKI & RIDE SCHOOL We are pleased to be resuming ski & ride programs this season! Face Covering Requirements ▪Required for Indoor touch points: pick up/drop off, restrooms ▪Not required on mountain during lesson Proof of Vaccine ▪Ages 12 and up taking full day lessons must show proof of vaccination ▪Proof of vaccination will be required at the time of drop off ▪Private Lessons can choose to opt-out of dining indoors Cancellation Policy ▪Any Ski & Ride product that is cancelled prior to 24 hours of lesson start time will receive a full refund WINTER NEWS An Unparalleled Learning Experience ▪The Avanti Skills Zone ▪The Avanti Performance Center Explore the Legacy of Vail’s Founders ▪Renewed Vail Mountain Legacy Hut ▪Explore More with a Free Guided Mountain Tour ▪Marking History: Legacy Stops An Enhanced Experience atop Mountaintop Express ▪Henry’s Hut ▪Rocky’s Roadhouse ▪Buffalo’s ▪Dogtown & Dine with a Dog Toyota “Base Camp” @ Golden Peak What’s NEW for the 2021-22 Season! Click to add text THE BIGGEST OPENING IN COLORADO The Biggest Opening in Colorado starts on Opening Day and kicks off the entire Opening Season in Vail! Kick off winter opening season with the Biggest Opening in Colorado starting on November 12th thanks to our world class snowmaking system The experiences you know, and love are back and better than ever this season ▪Revely Vail starting in November ▪Vail Après starting in November ▪Vail Snow Days on December 3rd &4th ▪Powabunga from December 9th -12th Vail Sets the Bar for the Entire Opening Season •Strong US leisure travel demand with ability to drive transformative shift in advance commitment •High Net Worth guests has discretionary income and desire to travel •Resilient demand with loyal guest base and strong ancillary commitment thus far Vail Mountain remains the #1 resort brand in awareness in North America Q: When you think of snow sports in North America, what one ski resort comes to mind? External awareness study by Burke Research in 2019 across all North American skiers and riders; National sample 2019; (n=1006), 2018 (1407) STRONG ADVANCE COMMITMENT Skiing has disproportionately outperformed broader travel & leisure Investment in Advancing the Guest Experience •New Lifts and Upgrades •Snowmaking •Technology Enhancements Out Front ‘Know Before You Go’ Touchpoints •Email pre-arrival touch points •Web content focused on safety & experience details •Real Time Alerts via Epic Mix App Adjusted COVID-19 protocols focused on indoor spaces •Dedicated website touchpoint with safety protocols •Time to Dine reservation platform •On Resort signage surrounding dining experience ELEVATING THE GUEST EXPERIENCE Key Marketing Communication Focus EPIC MOUNTAIN REWARDS Dining Rentals Ski & Ride School Lodging Shuttle Promotion to Pass Holders to redeem 20% off discounts Vail Mountain maintains very high popularity, continuing to drive strong recognition Paid Media ‘Surround Culture’ Billboard on i-70 Earned Media Social-First Media Surround Cultural WORLD CLASS MARKETING EFFORTS Industry leading storytelling from our Flagship resort THANK YOU