HomeMy WebLinkAbout01. VLMDAC February Meeting PresentationVLMDAC BOARD MEETING
FEBRUARY 17, 2021
Agenda
•Monthly Financial Report -Town of Vail, Carlie Smith
•Approval of January 20, 2020 Minutes -Board
•Board & Commission Training -Town of Vail, Matt Mire
•2021 Recommended Goals -Town of Vail and Vail Valley Partnership
•2021 Experience Pathway, Messages & Connections -All Partners
•DiscoverVail.com -Ainslie Fortune, Cactus
•Group Sales Update -Vail Valley Partnership, Kim Brussow
•Supplemental Budget Considerations -All Partners, Town of Vail
•Events Update -Town of Vail, Jeremy Gross
•Other Business
*Requesting
specific
direction/approval
from board
MONTHLY FINANCIAL REPORT
BOARD & COMMISSION TRAINING
2021 RECOMMENDED GOALS
VLMDAC 2021 Business Goals (May –October)
May –October
(Non-winter months)
2019 AND
Pre COVID
2020 Goals
2019
Results
2020 Results 2021 Goal
from 2020 Results
from 2019 Results)
Sales Tax +4%+.89%-11%+3%
(-8%)
Lodging Tax +5%-6%-11%+8%
(-4%)
Overall Summer
Occupancy
50.1%
+3%
45%
(down 6%)
31%
(down 31%)
+21%
(-12%)
Group Occupancy +5%24%
(up 9%)
4.3%
(down 82%)
No Group Goal
(
See appendix 74-76 for breakout by month
2021 EXPERIENCE PATHWAY, MESSAGES &
CONNECTIONS
Our Approach (2021):
Maintain Through Refined Content With “Find” Campaign
See appendix 81-101 for full campaign overview
Summer Personas
Broadest vacation-type
consideration set
Want family connection, but value
independence for teen kids
Want activities and dining that work
for the whole family
Longest planning timeline and
longest stay duration, likely during
peak season
COVID safety information is key
Rest and relax activities -shopping,
dining, spa
Seek deals and offers, willing to
travel off-peak for better value
Mid-week and off-peak itineraries;
averaging 4 -6 days
Fall / leaf season is big driver
Potentially first to return to travel
thanks to vaccinations
Exploration Mindset: want
adventure activities
Hiking, biking, rafting, SUP
Shortest planning and stay duration;
3-day-weekends
Dining + nightlife are important
considerations
New flexibility to work from
anywhere may open new travel
occasion
DYNAMIC FAMILIES SUPER-BOOMERS ACTIVE PROFESSIONALS
Partner group has aligned on using persona-specific customer pathways as the foundation of Summer 2021 communications plan.
Pathway is being used to align media, PR and website activities with the customer journey.
Customer Experience Pathway
DREAMING
DISCOVERY
SHARE
PASSIVE
CONSIDERATION
ACTIVE
CONSIDERATION DECISION ACTION
PLAN
REFLECT DREAM
Differentiate
Win the competitive comparison
Win the Wallet
Push to booking
Enhance
On-site planning & discovery
Encourage Conversation
Experiences and tools to drive conversations
STAY
CONSIDER BOOK EXPERIENCE SHARE
Drive Desire
Spark interest in Vail
DREAM INSPIRE
CUSTOMER PATHWAY
MARKETING TASKS
DREAMING
DREAMING DISCOVERY
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
BEHAVIORS
CONSIDER
•Narrowing to vacation type
•Feeling desire to get out of the
monotony, and carve out time to
reconnect
•Want to connect as a family, and also
have independent activities for kids
•Use travel to revitalize and reconnect,
and experience nature
•Most likely to have already been
vaccinated
•Deciding between trip together or multi-
generational trip
•New freedom to work from anywhere
•Seeking exploration, excitement and
adventure
•Often travel for their activities –biking,
hiking, SUP, kayak, etc.
•Nightlife is an important consideration
Destination inspiration
Consuming a variety of content
DREAMING
DREAMING DISCOVERY
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
In-Market Media Visits
•Participate in virtual and in-
person media events –IMM
& Travel Classics
•Virtual deskside
appointments
•Assess media appetite for
Front Range event
Visiting Journalists Program
•Individual, self selected
media visits
Awards/Accolades
•Develop target awards and
accolades list
•Share opportunities with
community partners
•Compile current awards and
accolades (hotels &
destination) for
DiscoverVail.com to help with
organic SEO
Media Survey Media Pitching
•Develop news release
content calendar
•Emphasis on online
placements to help drive
traffic to DiscoverVail.com
•Identify online giveaway
opportunities to support
database initiative
•Explore podcast opportunities
•Conduct media survey to
assess brand understanding
and opportunities
All Audiences
Feeling desire to get out of the monotony,
carve out time to reconnect
Use travel to revitalize and reconnect, and
experience nature
Seeking exploration, excitement and adventure -
biking, hiking, SUP, kayak, etc.
DREAMING
DREAMING DISCOVERY
General Vail travel message.
Early Season Boomer:15
Family “reconnect” message focus on family with
teens.
Find What Moves You :30
Activity-focused message.
Active Professional :15
•Video streaming via connected TV (CTV)
like Hulu
•Engage parents across relevant travel and
family content, sites and apps
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
•Presence around live-streaming and on-
demand travel, news, sports & entertainment
content
•Video streaming via connected TV (CTV) like
Hulu
•Presence on travel, outdoor, sports & news
content, sites & apps
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
Dreaming
Family Video
Link to view video: https://vimeo.com/510457988/c80c67d88a
Find What Moves You :60 / :30 / :15
Built on the insight that all of us (but
especially teens) need to look for ways to
unplug from our devices in order to be
present and connect with our surroundings
and each other.
Early Season Boomer :15
Uses the awakening metaphor to promote early
season travel for Boomers across a range of
activities and experiences.
*Creative Edits : Cactus to replace walking village scene with COVID dining shots –
open to suggestions
Dreaming
Boomer Video
Link to view video: https://vimeo.com/510457819/eca585bacc
Active Professional :15
Activity-based spot tailored to Active
Professionals.
Dreaming
Active Pro Video
Link to view video: https://vimeo.com/510457752/714eba0d23
*Creative Edits : Cactus to replace event footage with COVID appropriate –open to
suggestions
Seeking exploration, excitement and adventure -
biking, hiking, SUP, kayak, etc.
DREAMING
DREAMING DISCOVERY
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
Fall :15 video asset featuring Super Boomer activities
(golf, dining, hiking)
Vertical paid social
asset focused on
Active Pro activities
Vertical social video
focused on teen
coming of age
Want to connect together, and also have
independent activities for kids
•In-feed and Stories video placements
to highlight connecting with family
•Non-skippable video on YouTube to
run before family & travel content
•Video to capture Boomer attention while
scrolling through newsfeeds
•Non-skippable YouTube to align with
relaxation & travel content
•In-feed and Stories video placements to
highlight adventure & activities
•Non-skippable video on YouTube to run
before outdoor & travel content
Use travel to revitalize and reconnect, and
experience nature
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
In-Feed + Stories
Dreaming
Paid Social
These short :06-:08 videos focus on
a specific relevant message for
families with teens (coming of age
approach) and active professionals
(biking, rafting, and outdoor dining).
*Creative Edits : Need to create a
vertical version of :06 horizontal spots
focused on biking, rafting and outdoor
dining.
Link to view video:
https://vimeo.com/510459310/a0ee088288
*Creative Edits: Update with new
branding & remove Vail Like Nothing
On Earth + Bug. Integrate Find
campaign.
Link to view video:
https://vimeo.com/510510386/de5cf5bff5
Want to connect as a family, and also have
independent activities for kids
Want activities for both day and night –nightlife
and dining are an important consideration
Facebook static assets to promote activities
and timeframes of interest to Boomers.
Contrasting Vail’s
daytime adventure
and nightlife activity
New and existing influencer assets, showcasing
Vail as the perfect balance of opportunities for
togetherness and independence.
DREAMING DISCOVERY
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
DREAMING
•Leverage static influencer assets to
run in-feed and within Stories across
Facebook and Instagram
•Leverage influencer static + video assets to
run Stories
•Day-part Stories content to highlight day and
night activities
•Promote activities and off-peak timeframes
through static images to inspire travel and
push site visitation
Use travel to revitalize and reconnect, and
experience nature
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
In-Feed + Stories + Paid Poll Test
Appeal to the Active Professional’s desire for
daytime adventure and nighttime activity
through an in-feed carousel and multi-panel
story juxtaposing Vail by day and Vail by night.
Test interactive Poll feature on Instagram
Stories to increase engagement and learn about
audience preferences for future targeting.
Dreaming
Active Pro Day / Night Social
CONSIDER
DISCOVERY CONSIDER
•We want to go somewhere that offers
a lot of activities
•It’s hard to find a single destination
that works for the whole family
•Our “free time” for travel is limited,
likely to travel during peak
•Longest booking window, typically
flights first, then lodging
•Narrow down to a few Colorado
mountain vacations
•We’re flexible when we travel -
compare rates by date and location
•Browse things to do –want premium
dining, shopping, events, hiking
•We don’t mind going to the same place
twice -Loyalty / repeat visits
•Comparing multiple mountain
destinations, might try to see a few on
one trip
•Want a lot of activities for their group of
friends
•Want authentic experiences
•Environmentally-conscious, consider
impact when traveling
•Shorter booking windows
DREAM BOOK
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
BEHAVIORS
CONSIDER
DISCOVERY CONSIDER
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
We want to go somewhere that offers a lot of activities Want premium dining, shopping, events, hiking Seeking adventure and activity
•Focused spend on branded in Front Range where awareness of Vail is high
•Focused spend on non-branded in key destination markets (Dallas, Chicago, Houston) where users are looking for mountain vacations
•Destinations are monitored and adjusted as needed; markets align with air marketing program
Details of ad are based on landing page content and ads will auto-optimize headlines and copy with variations of what works best for search term.
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
We want to go somewhere that offers a lot of activities Want premium dining, shopping, events, hiking New freedom to work from anywhere
CONSIDER
DISCOVERY
“Find Your” activity-based social posts (Golf, dining, hiking)Mid-week / work from Vail paid social + display
promotion, driving bookings for “Workcation” via offer5-day itinerary in social carousel format.
CONSIDER
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
•Display to connect with parents who indicate
they are planning a summer vacation
•Reach families with in-feed carousels across
social to highlight a vacation in Vail
•Display reaching Boomers engaging in
relaxation & travel content
•Target Boomers with in-feed static images
on Facebook to push users to the site
•Targeting frequent travelers & outdoor
enthusiasts
•Promoting short booking windows
•Competitive conquesting for similar destinations
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
Consideration
Family Paid Social
In-Feed + Stories
DAY 3/ CAST A LINE
Utilize Instagram Carousels and Stories to paint
a day-by-day picture of a Vail family vacation.
Featuring longer stay (4-to 5-day itineraries)
that families prefer. Asset will drive to
DiscoverVail.com family landing page for more
itinerary content.
*Creative Edits: Remove Vail Bug
Consideration
Boomer Paid Social
Boomer In-Feed
In-feed ads on Facebook will feature top
Boomer activities and will connect into Boomer
landing page on DiscoverVail.com for more
itinerary content.
Paid LinkedIn + Instagram + Display
Based on results from Winter Workcation offer,
we’ll update to run similar promotion in Summer
and feature Active Professional activities. We’ll
look to show up in relevant, but unexpected
places like LinkedIn where we can reach Active
Professionals with an appropriate promotional
offer.
Consideration
Active Pro Workcation
CONSIDER
DISCOVERY CONSIDER
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
Longest stay of personas, seeking group and
independent activity
Most likely to of audiences to travel off-peak to take
advantage of off-peak rates 3-day weekend stays but have new freedom to work
from anywhere. Seek adventure activity
Fall season promotion, offer and itinerary Instagram Carousel with 3-day activity-based itineraryFamily events (TBD) + activities paid social carousel
•Carousel ads through Stories and in-
feed placements to highlight multiple
family + teen activities
•Display alignment with news & travel
sites to drive site traffic
•In-feed Facebook placements
highlighting off-peak rates and offers
•Carousel ads through Stories and in-
feed placements to promote itineraries
and highlight multiple activities
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
Consideration
Paid Social Overview
Facebook Carousel + IG Multi-Panel Story
Develop a multi-day family itinerary that
builds on a balance of together and
independent activities. Content will link to
deeper itinerary content on
DiscoverVail.com.
Vail Daily Offer + Display / Paid Search / Social
Capitalize on interest in fall colors and off-peak
travel behaviors from Boomer audience to
promote a Fall-specific offer via social.
Consideration
Boomer Early Season
Instagram In-Feed
Use existing and new influencer content to
create Active Professional-specific itinerary
that will be promoted via Instagram
Carousel and Stories. Ad will link directly
into Active Professional landing page with
itinerary content on DiscoverVail.com.
Consideration
Active Pro Itinerary
Want premium dining, shopping, events, hiking
DiscoverVail.com campaign landing page featuring
family-specific activities + itineraries
Hike/Shop/Dine itinerary content
DiscoverVail.com campaign landing page featuring
family-specific activities + itineraries
3-day-weekend + work from Vail and Adventure-
Based Itinerary
Longest stay of personas, seeking group and independent
activity
DiscoverVail.com campaign landing page featuring
family-specific activities + itineraries
5-Day, family-focused itinerary content
\
3-day weekend stays, but new freedom to work from
anywhere may drive extended or mid-week stays
CONSIDER
DISCOVERY CONSIDER
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
TBD; work
in progress
TBD; work
in progress
Consideration
Persona-Driven
Landing Pages
DiscoverVail.com
Features family specific headline
and image
Buttons and informational offers to
drive data capture
Include call to
actions across
consumer journey
to help categorize
visitors
Opportunity to categorize content
by trip type
Work in progress landing pages
tailored for each of our personas.
•Compare lodging locations and amenities
•Likely to travel in non-peak windows for best
deal
•Willing to spend but still always look for deals
•Likely to use points to book, 4 –5 nights
•Frequent repeat travel -Willing to go same
place again
•Shorter stays on average, 3 nights
•Shorter booking windows
•Groups staying together
•Want to stay near nightlife / restaurants
•Want to stay with the dog
•I’m willing to spend on a premium
experience, but it needs to deliver
•Are there packages or deals available for my
stay?
•Is a vacation rental or a hotel a better option
in Vail? Especially with COVID
BOOK
DISCOVERY CONSIDER
CONSIDER STAY
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
BEHAVIORS
Willing to spend but still always look for dealsIs a vacation rental or a hotel a better option in Vail?
Especially with COVID
Retargeting DiscoverVail.com visitors + DMP segments with programmatic display to drive bookings.
•PPC retargeting (engaging users that have searched for Vail-related keywords)
•Website Engagers (engaged with site content)
•Book-Direct exclusion: Removes audiences that have clicked out from Book Direct engine to lodging property
Shortest booking window, and shortest stays, pet-friendly is
an important filter for drive guests
BOOK
DECISION CONVERSION
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
BOOK
DECISION CONVERSION
SUMMER
SPECIALS
TAKE A SUMMER WORKCATION
Enhanced Book Direct offer page “Pet Friendly” filter based on pet-friendly
DiscoverVail.com referring content
DiscoverVail.com/Lodging page with curated
recommendations and offers
Curation / auto-filtering on DiscoverVail.com
to connect to referring content.
Vacation rental lodging portals and published
content.
SUPER-BOOMERS ACTIVE PROFESSIONALSFAMILIES
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
Strengthen relationships with alternative lodging
platforms
Is a vacation rental or a hotel a better option in Vail?
Especially with COVID Willing to spend but still always look for deals Shortest booking window, and shortest stays, pet-friendly is
an important filter for drive guests
Vacation Rental sites
Vacation rental properties have seen significant
growth in part due to COVID. We’ll continue to
look for ways to use our lodging liaison to
connect with local hosts to enhance searches
off DiscoverVail.com
BookingAlternative Travel Site
BookingEnhanced Book Direct Offer Page
DiscoverVail.com
DiscoverVail.com’s Book Direct page now
features updated offers tab for Specials giving
us flexibility to update and curate as needed
(Early Season, Workcation, etc.)SUMMER SPECIALS
TAKE A SUMMER WORKCATION
BookingBook Direct Curation Prefiltered Capability
Make navigating and booking as easy as
possible by landing users into prefiltered
content like pet-friendly activities and lodging
options.
DiscoverVail.com
Mar Apr May June July Aug Sept Oct
Families
Boomers
Active Professionals
All Audiences
Destination
Front Range
Video, Display, Facebook, Instagram, YouTube
Video, Display, Facebook, Instagram, YouTube
Video, Display , FB, YT
Video, Display , FB, YT
Video, Display , FB, YT
Video, Display , FB, YT
Video, Display, Facebook, Instagram, YouTube
Video, Display, Facebook, Instagram, YouTube
Paid Search Paid SearchPaid Search, Local News
Paid SearchPaid Search, Local NewsPaid Search
Paid Media Timing
Front Range vs. Destination Budget Breakdown
29%
71%
$711,165 Budget
Destination (Dallas, Houston,
Chicago)
Front Range
*Market breakdowns currently reflect COVID; allocations may adjust throughout the season.
Audiences Budget Breakdown
28%
12%
23%
37%
$711,165 Budget
Families
Boomers
Active Professionals
All Audiences
Tactics Budget Breakdown
*PPC reflect full year coverage.
32%
16%
6%
10%
36%$711,165 Budget
Video
Display
Local News
Social
PPC
Media Items for Discussion + Approval
•Overall customer journey phases &
marketing tasks
•Media Flighting
•Media Allocation by Audience and
Front Range/Destination (given
COVID)
•Feedback/thoughts on updates for
existing assets (see appendix)
PR Partners Meeting
•Hosted virtually in December
•Assessing opportunity for
second meeting in April
Partner Meetings
•Individual meetings
•30-minute complimentary
assessment
DiscoverVail PR Tipsheet
•Monthly April to October
•Bi-monthly November to
March
DISCOVERY
Community Partners + PR Systems/Processes
Develop unique, newsworthy content that Discover Vail can leverage for media coverage
Support/engage in Discover Vail PR effort through media hosting, responding to media leads/opportunities and trend ideas
Trends, Leads, Packages Other
•Monthly reporting –database
change
•Assessing new
measurements based on
system capabilities
•Trend spotting and
recommendations for
garnering coverage
•Ongoing media leads
•Develop lodging packages to
drive media coverage
KEY BEHAVIOR / NEED
CONNECTIONS
MESSAGE
DISCOVERVAIL.COM
DiscoverVail.com Journey
What We’ve Been Doing:
•Starting with original site goals, we built DiscoverVail.com & populated its content.
•Recently, we performed a site audit evaluating content, strategy & UX.
•With the audit learnings, we refreshed the goals, and added specific strategies, tactics and KPIs.
Our Go-Forward Iterative Approach:
•Hypothesize Implement Analyze Adjust
DiscoverVail.com Refreshed Goals
Content:
Be the go-to
source for
visitors
coming to
Vail.
UX:
Provide an
engaging &
elegant user-
experience.
Data:
Collect visitor
information for
subsequent
marketing.
Revenue:
Drive revenue
through
lodging
bookings.
1 2 3 4
STRATEGIES•Lean into the DISCOVERY aspect of the brand
•Create compelling, sticky content with exclusive INSIDER recommendations
•Match visitors’ interests and educate them about Vail
MEASURES•Page views (landing, businesses, overall)
•Time on site
•Site sessions
•New visits
•Repeat visits
•Event RFP submissions
Content
Be the Go-To Source for Visitors Coming to Vail.
STRATEGIES•Improve Calls to Action (CTAs)
•Enhance readability
•Make the site easy to navigate
MEASURES•Behavior flow (path through the site)
•CTA -specific tracking at each phase of the customer journey
UX
Provide an Engaging & Elegant User Experience.
STRATEGIES•Create new ways for visitors to opt-in to additional content
•Gather profile information for visitors
•Collect location-specific data
MEASURES•Newsletter sign-ups
•WiFi redirect reports
•Tracking pixels and events
•UTMs (track traffic & goals)
Data
Collect Visitor Information for Subsequent Marketing.
STRATEGIES•Share curated lodging options to specific audiences
•Create content to showcase different lodging options MEASURES•Clicks to Book Direct
•Searches on Book Direct
•Conversions/Reservations via Book Direct
Revenue
Drive Revenue Through Lodging Bookings.
Next Steps
•Place paid media with any
additions/refinements from today’s
discussion.
•Create and refine tactics for late March
launch with any thoughts from today’s
discussion.
•Start 2022 platform/concept
development with collaborative input
from the Board.
•Develop DiscoverVail.com site update
priorities to share with Board for input,
including supplemental budget needs.
See appendix 77-78 for planning calendar overview
GROUP SALES UPDATE
2020 Group Sales Results
CONTRACTS = 20
5,223 ROOM NIGHTS
$1,539,271 ROOM REVENUE
LEADS GENERATED = 154
TRADESHOWS = 4
878 PLANNER ATTENDEES
124 APPOINTMENTS
SITE TOURS = 7
2 BOOKED AFTER SITE
ADDED TO DATABASE
153 NEW ORGANIZATIONS
567 NEW CONTACTS
72 LEADS LOST
DUE TO COVID
2020 Results Pre & Post COVID-19
DESCRIPTION PRE-COVID
1/1-3/15
POST-COVID
3/16-12/31
Groups Contracted 7 13
Leads Generated 71 83
Tradeshows
Attended
2 2
Added Contacts 76 485
Added Organizations 60 93
Site Tours 6 1 (Virtual)
2020 Groups on the Books
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 47%Association 7%
Southeast 6.5%Corporate 26.5%
Midwest 20%Incentive 0%
West 20%Medical 40%
Northeast 6.5%SMERF 26.5%
2021 Groups on the Books
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 29%Association 35%
Southeast 0%Corporate 29%
Midwest 21%Incentive 0%
West 29%Medical 29%
Northeast 7%SMERF 7%
Groups on the Books 2022 & Beyond
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 67% Association 56%
Southeast 0%Corporate 1%
Midwest 2%Incentive 0%
West 1%Medical 33%
Northeast 0%SMERF 0%
Groups in Pipeline as of 2/8/21
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 9%Association 9.5%
Southeast 23%Corporate 27%
Midwest 18%Incentive 9.5%
West 18%Medical 27%
Northeast 27%SMERF 27%
International 5%
Convention Visitor Bureau Booking Trends
•Average group size post-pandemic for 2020 = 25 room nights on peak
•Average length of stay in 2020 = 2 to 3 days
•Groups on the books from 2021 & beyond show increase in room nights
on peak, beginning as early as April 2021 –100 to 200 range
•Pipeline indicates strong potential for Northeast market with an increase
in Association & Corporate group business
•Colorado drive market is most common –less of a threat than
attendees arriving by plane
•More flexibility with rebooking, attrition & cancellations
•Increase in destination weddings/smaller social groups for 2020 & 2021
2021 Shift to Strategic Leadership Role
Evolve from a tactical group sales partner to a strategic group sales partner
•Collaborate with stakeholders on best ways to market & develop the brand
•Strategic leadership with lodging partners, members & industry
•Continued focus on group/meeting industry, sales/marketing hybrid approach
•Shift from tradeshow attendance & lead generation, to presenting
informative options to lodging partners and coordinating strategic coop
opportunities
•DOS Engagement –meet every two weeks with Vail, every month with Beaver
Creek
•Promote individual property group deals via DiscoverVail.com, utilizing group
planner email database
•Coordinate destination site tour logistics and “village wide” programs for
lodging partners/venues/DMC’s/other members
•Leverage Cvent, SendSites & Destination Colorado marketing tools to
enhance brand recognition in group sales market
Marketing & Media Efforts
•Cvent -RFP Platform, Advertising, Feature Copy, Video Retargeting, Lodging
Promotions (Video/Photography/Hot Rates/Dates –Need Periods)
•Destination Colorado -Quarterly Banner Advertisements on their website
•SalesForce -Maintain planner database –currently over 11K contact
•SendSites Destination eProposal –Revamping existing proposal to be
used to promote the brand & lodging promos with quarterly eblasts to
targeted planners
•DiscoverVail.com -Collaboration with VLMD to enhance content on
Weddings and Meeting & Conference pages and Develop process for group
lodging promotions
•Road Show Series –partnering with Imprint Event Group for virtual site tour
•Social Media –Facebook & LinkedIn
2020 Cvent Results
Total Vail Leads Sourced Jan-19 -Dec-19 Jan-20 -Dec-20 % Change YOY
Unique RFPs 803 365 -55%
Unique Room Nights 204,732 91,916 -55%
Awarded RFPs 151 66 -56%
Awarded Room Nights 22,818 7,610 -67%
Awarded RFP Value $8,738,742 $2,836,663 -68%
Sourced Direct to VVP Jan-19 -Dec-19 Jan-20 -Dec-20 % Change YOY
Total RFPs 154 72 -53%
% Copied of RFPs coming to City 19%20%1%
Total Room Nights 48,818 16,306 -67%
Total RFP Value $18,822,113 $6,807,522 -64%
Average Room Nights per RFP 317 226 -29%
Average Value per RFP 122,222 94,549 -23%
Unique Planner Orgs 49 29 -41%
2021 Cvent Marketing
•Target 100 leads to the VVP site
•Target 400 Leads to Vail Valley lodging community (direct through Cvent)
•1 Diamond Listing –upgrade in placement on Cvent landing page
•Banner Ads in Comp Set –Park City, Aspen & Colorado Springs
•CVB Copy Feature Tactic
•Video Retargeting Campaign with additional Google Display Ads
•Added Value in 2021
•15% in Retargeting Clicks for a Boost of Exposure (worth $3,521 in value)
•Source “Safe Meetings” Microsite (worth $10,500 in value)
•Flat YOY renewal on all placements taking ($30,000 savings)
•Google Display Ads on Cvent Landing Page
Imprint Events Group Road Show –2/25/21
Road Trips Aren’t Measured by Miles but by Moments!
Objective: Designed with our current world situation in mind, this is a virtual
collection of destination and individual property focused segments, designed to
reintroduce Vail to groups, as they begin planning for physical events, gatherings
and meetings. This web series will focus on the highlights of the destination, give
representatives an opportunity to meet with planners directly and provide meeting
planners with updated information on the Vail Valley.
Components of the Road Show Series:
•Destination introduction
•Q&A focusing on general destination updates
•Two -minute partner spotlight during the destination presentation
•Promotional materials for email & social media campaigns
•Inclusion in Imprints marketing campaign to database of over 12,000 planners
•Individual breakout rooms for in-person meetings after the presentation
•Curated destination experiences brought to you by Imprint Events
•Prize drawing for attendees
VVP Connect brings together current and future leaders, fosters
creativity, grows our networks, and is a catalyst for innovation. A more
connected community, is a stronger community.
•Vail DOS Advisory Council Community
•Lodging Forum Community
SUPPLEMENTAL BUDGET CONSIDERATIONS
International
Current 2021 Budget –$2,184,024
(-17% from 2020 Amended Budget)
StrategyBrandingResearchPhoto/Video Fees
DriveOvernight & Out-of-state Visitation
Destination
FR Overnight
Groups
Public Relations
Data Systems
35%
65%
15%
36%
1%
18%
4%
21%
Digital100%
Based upon 1st Supplemental
Approved on Jan. 4, 2021
Fund Balance at 46%
Website 3%Social/Influencers 4%
Supplemental Budget Considerations
VLMD Mission/Vision/Values, Brand Vision and Year Round
Marketing -Board discussion and consensus needed in Executive
Session
Driving Demand and Increasing Conversion –Immediately Actionable
•Increase Paid Media: additional digital (air markets) and possibly
traditional media (Front Range and/or air markets)
•Content plan and execution
•Website enhancements above and beyond existing $10K budget
•Data Systems –additional investment
Supplemental Budget Considerations
Content Expansion and Experiences
•Bavarian Trail Assets/Implementation
•Public Relations Samantha Brown opportunity, Newswire, in-
market travel
•In Market Swag to support data collection
•Video –additional asset acquisition/producing new story-telling
pieces
Situation Dependent Tactics
•Increase International Mexico Efforts
•Burke research and/or other research –recommend holding until
at least 2022
•Contingency Dollars
EVENTS UPDATE
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, March 17, 2021; Virtual Via Zoom
APPENDIX
2021 Lodging Tax Goals by Month
Month
2019
Actual
2020
Actual 2021 Goal
% from
2020
% from
2019
May $ 57,001 $ 89,257 $ 80,000 -10%40%
Jun $ 138,364 $ 52,861 $ 90,000 70%-35%
Jul $ 266,247 $ 180,156 $ 200,000 11%-25%
Aug $ 216,996 $ 187,878 $ 200,000 6%-8%
Sep $ 174,190 $ 227,397 $ 230,000 1%32%
Oct $ 78,702 $ 89,973 $ 90,000 0%14%
TOTAL $ 931,499 $ 827,522 $ 890,000 8%-4%
2021 Sales Tax Goals by Month
Month
2019
Actual
2020
Actual 2021 Goal
% from
2020
% from
2019
May $ 763,756 $ 502,266 $ 600,000 19%-21%
Jun $ 1,606,748 $ 1,032,848 $ 1,132,848 10%-29%
Jul $ 2,480,292 $ 2,078,303 $ 2,100,000 1%-15%
Aug $ 2,237,050 $ 2,134,944 $ 2,198,000 3%-2%
Sep $ 1,600,100 $ 1,757,603 $ 1,757,603 0%10%
Oct $ 1,165,176 $ 1,273,735 $ 1,273,735 0%9%
TOTAL $ 9,853,122 $ 8,779,699 $ 9,062,186 3%-8%
2021 Occupancy Goals by Month
Month
2019
Actual
2020
Actual 2021 Goal
% from
2020
% from
2019
May 20%4%12%200%-40%
Jun 50%24%38%58%-24%
Jul 65%46%58%26%-11%
Aug 56%50%53%6%-5%
Sep 46%41%44%7%-4%
Oct 31%30%31%3%0%
TOTAL 45%33%39%21%-12%
Annual Planning Calendar
Winter / Ski
Season
Begins
Not currently
part of
VLMDs
purpose;
begin
marketing
summer
during this
season for
those
actively
seeking out
information.
Partner
Planning
Revisit Town
Council
approved
plans (Sept)
in
preparation
for summer
season
strategy
board
presentation
in January.
Seasonal
Strategy
Partners
share the
seasonal
strategic
approach
with the
board;
PR efforts
begin.
Creative +
Tactical
Plans
Partners
share the
specific
timing, media
and creative
executions.
Organization
Strategic
Planning
Executive
Session.
Paid Media
Destination
paid media
begins;
Run Belief +
Behavior
(B+B)
Executive
Session.
Mountain
Closes
Winter
activities
close for
season;
FR paid
media
begins
B+B Session
Results.
Heart of
Summer
Weekends,
holidays and
events drive
peak
summer
visitation;
Executive
Session
seasonal
planning and
next season
budget
creation.
Back to
School
Family
visitation
declines
while other
audiences
take
advantage or
non-peak
benefits;
Next Season
plans are
shared with
the board.
Fall in Vail
Proving to be
a vary viable
timeframe for
travel, Fall
marketing
begins in
August.
Summer
Closes
Summer
activities
close for
season.
Summer
Begins
Early May is
typically slow
due to mud
season and
for
businesses
to get an end
of Winter
break prior to
Summer’s
official
launch on
Memorial
Day.
Events
Begin
Summer
events kick
off with
GoPro
Mountain
games in
early June;
Next season
partner
planning
sessions.
Annual Planning Calendar
Jan 4 Jan 11 Jan 18 Jan 25 Feb 1 Feb 8 Feb 15 Feb 22 Mar 1 Mar 8 Mar 15
EVOLVING THE DIGITAL EXPERIENCECUSTOMERJOURNEY
Jan 4 –Jan 22
Jan 15 –Feb 5
Jan 11 –Feb 10
Jan 25 –Feb 10
Feb 8 –Feb 22
Feb 15 –Feb 28
Feb 17
Feb 17 –Mar 15
Mar 15
Feb 15 –Mar 15
Resolve Issues
Site Audit
Consumer Journey
Content Strategy
Content Calendar
Targeted Campaigns
Targeted Experience
Site Goals
Align Partners + Board
PPC spend
User Testing & Validation Feb 24 –Mar 15
Strategic Approach
The partners have collaborated to develop a strategic plan that will help us recover from the impacts of COVID and set us up for years to come.
Continue to build out
and leverage
consumer data to
drive efficient,
personalized content
that leads to desired
behavior.
Personalization
Amplify efforts to get
the right audience
into our data systems
so we have more 1st
+ 2nd party data to
leverage for future
targeting.
Data Acquisition
Use data to identify
and prioritize
seasonal content
needs for use across
channels, including
our website and social
accounts.
Refined Content
Data Acquisition
Data we own.
•WiFi list
•TOV databases
•Website pixels
•Group leads
•Contests & giveaways
•Surveys
1st Party
Data owned by someone else.
•Businesses, lodges,
restaurants, etc.
•Partnerships (CTO, Eagle Air,
etc.)
•Events
2nd Party
Find What Moves You
Today we are constantly connected and tethered to technology. Vail is
where individuals can discover what happens when they stop distracting
themselves with devices and start connecting to the world around them.
In Vail, you can find what moves you.
Video –Family
Find What Moves You
Find What Moves You :60
https://vimeo.com/510457988/c80c67d88a
(VLMD1149H)
Find What Moves You :30
https://vimeo.com/510458173/0e90783dbd
(VLMD1150H)
Find What Moves You :15
https://vimeo.com/510458258/4df0677e05
(VLMD1151H)
Family Hiking :06
https://vimeo.com/510459432/f0cabb7b3b
(VLMD1203H)
Active Professionals :15
https://vimeo.com/510457752/714eba0d23
(VLMD1152H)
Rafting :06
https://vimeo.com/510459384/0d35b89b4a
(VLMD1202H)
Biking / Nightlife :06
https://vimeo.com/510459310/a0ee088288
(VLMD1200H)
Outdoor Dining:06
https://vimeo.com/510459346/427b5568ab
(VLMD1201H)
Video Assets –Active Professionals
Find What Moves You
Early Season Boomer:15
https://vimeo.com/510457819/eca585bacc
(VLMD1158H)
Creative Revisions:
Replace village walking with COVID dining
Video Assets –Boomer
Find What Moves You
Spark :30
https://vimeo.com/510460050/bf53773b5a
(VLMD1197H)
Joy :30
https://vimeo.com/510459800/ec3717c2eb
(VLMD1195H)
Spark :15
https://vimeo.com/510459616/9ee1f774c6
(VLMD1199H)
New Dawn :30
https://vimeo.com/510459918/951774ebb9
(VLMD1296H)
Find What Moves You
Video Assets –All Personas
Fall :15
https://vimeo.com/510459476/204108bc6e
(VLMD1174H)
Fall :30
https://vimeo.com/510459675/e6b2ad20ea
(VLMD1173H)
Find What Moves You
Fall / All Audience
Families Vert 1
https://vimeo.com/510510386/de5cf5bff5
*Creative Changes: Replace Vail
Bug and Like Nothing on Earth.
Integrate Find campaign.
Families Vert 2
https://vimeo.com/510729600/f10225463b
*Creative Changes: Replace Vail
Bug and Like Nothing on Earth.
Integrate Find campaign.
Video Assets –9:16 Social Animations
Find What Moves You
Full Page Print Ads -1
Find What Moves You
Full Page Print Ads -2
Find What Moves You
Out of Home
Find What Moves You
The past couple of months have taught us that too much of the same
thing, is a boring thing. That life isn’t about staying in and settling for
standard, its about getting our and seeking our more. So, chase what
makes you feel alive. Wander wherever your curiosities take you. Try
something new, meet someone new, go somewhere new. Take
advantage of every opportunity to seek new adventure. Because use
deserve a life full of endless possibilities, here in Vail, you can find the
freedom to explore them all.
In Vail, you can find what you’ve been missing.
Find What You’ve Been Missing
Full Page Print Ads -1
Find What Moves You
Vail Daily ¼ Page Print Ads
Find What You’veBeen Missing
Vail Daily ¼ Page Print Ads
Find What You’veBeen Missing
Banners –In 5x Standard Sizes
Find What You’veBeen Missing
Banners –In 5x Standard Sizes
Find What You’veBeen Missing
Organic Email -1
Find What You’veBeen Missing
Organic Email -2
Find What You’veBeen Missing
Social
Active Professionals –Brand Carousel Families–Brand Carousel General –Brand Carousel
Social
All Audiences :30 Joy All Audiences :15 Spark All Audiences :15 New Dawn
Social (pre
DiscoverVail.com)
Boomers -:15 Fall Boomers -:15 Early Season Active Pros –Fall Carousel
Return on Digital Ad Spend (RODAS)
For every $1 we spent in 2020 digital paid media, we generating an
estimated $9.44 in lodging revenue.
= Adara Reported RODAS x 1.72 (weighted for 28% of market)
Adara
Adjusted
$9.44
RODAS
Unfiltered Web Traffic
January 2021
Site Sessions
38,334
Site Visitors
12,658
Mobile | Desk | Tab
57% | 40% | 2%
Database and Social
January 2021
Cumulative Social Followers
January New Database
5,461
(-7 over last month) (+12% over last month)
4,085
Total EmailDatabase
35, 404
Unfiltered Web Traffic
January 2021
Bounce Rate
64%
Pages/Session
2.0
Avg. Site Session
1:31
Benchmark
Bounce Rate:
Excellent: < 25%
Good: 26% -49%
Average: 50%-65%
Benchmark P/S:
Excellent: 3+ p/s
Good: 2 p/s
Average: 1 p/s
Benchmark TOS:
Excellent: 3+ min
Good: 2+ min
Average: 1+ minute
Website Booking
Conversions
On-site Newsletter
Sign-Ups
36 106
Book Direct
Lodging Searches
1,560
Book Direct
Lodging Referrals
834
Website Engagement KPIs YTD
January 2021
User action on
DiscoverVail
User action on
DiscoverVail driving to
Book Direct Page
Users Searching for
Lodging on Book Direct
Page
User action on Book
Direct to go to lodging
properties