HomeMy WebLinkAbout06. VLMD-VLMDAC Joint Meeting Agenda Packet
VAIL LO C AL MAR K E T IN G D IS T R IC T ME E T IN G
Vail Local Marketing District Agenda
Virtual
2:00 P M, March 16, 2021
Meeting to be held Virtually (access High Five Access Media
livestream https://www.highfivemedia.org/live-five the day of
the meeting and visit https://www.vailgov.com/town-council to
participate in public comment)
Notes:
Times of items are approximate, subject to c hange, and cannot be relied upon to determine what time C ounc il will
consider an item.
Public comment will be taken on each agenda item.
Citizen participation offers an opportunity for citizens to express opinions or ask questions regarding town
services, policies or other matters of community conc ern, and any items that are not on the agenda. Please
attempt to keep c omments to three minutes; time limits established are to provide efficienc y in the c onduct of the
meeting and to allow equal opportunity for everyone wishing to speak.
1.Call to Order
2.Consent Agenda (5 min.)
2.1.2021 V L MD Contracts over $50,000
Background: As part of the 2021 Vail Local Marketing District Operating
Plan, six vendors are contracted over $50,000. Town of Vail financial
policies require that any contract valued at over $50,000 receive Vail Local
Marketing District approval prior to being executed.
Staff Recommendation: Authorize the V LMD to enter into agreements with
the following vendors on a form approved by the Town Attorney, to assist the
Vail Local Marketing District Advisory Council to Market Vail in the non-
winter months: Branding, Production, Paid Media and Strategic Lead from
Cactus for $1,135,890, Group Sales and Marketing from Vail Valley
Partnership for $342,500, Coordination, Finance and Legal fees from Town
of Vail for $225,860, Public Relations from Malen Yantis P R for $184,500,
Coordination, Marketing and Production from S I TE Marketing for $166,000
and Data Systems Enhancement from Brown Analytics Advisory Group for
$81,850.
3.Presentations / Discussion
3.1.Use of DiscoverVail.com logo and brand for Town of Vail funded special
event and program sponsorships
10 min.
Presenter(s): Esmarie Faessler, Chair, V LMD A C, Mia Vlaar, Economic
Development Director
Action Requested of Council: Listen to presentation and ask questions.
Background: DiscoverVail.com is the primary call to action (C TA) for
March 16, 2021 - Page 1 of 48
V LMD marketing efforts and is the primary brand focused on the Vail
guest. DiscoverVail.com logo would replace the Town of Vail logo as
the consistent and prioritized brand for all town funded event sponsorships
and for promotions that are primarily guest focused.
Staff Recommendation: Approve the DiscoverVail.com logo to replace the
Town of Vail logo at town sponsored, primarily guest focused, events and
programs.
3.2.Year Round Marketing Proposal 10 min.
Presenter(s): Esmarie Faessler, V LMD A C Chair, Mia Vlaar, Economic
Development Director
Action Requested of Council: Discussion only. No action required.
Background: V L MD A C has previously discussed with V LMD the need for a
year-round marketing effort due both to changes in the Vail Resorts winter
focused marketing model and the need to market Vail as the premier
international year-round mountain resort destination.Town Council recently
approved the Magellan Strategies Coordinated Community Outreach Plan
to survey residents on a potential effort to establish a dedicated funding
source for year-round destination marketing.
4.Public Hearings
4.1.Approve Resolution No. 2, Series of 2021, Resolution amending the 2021
V LMD budget.
20 min.
Presenter(s): Esmarie Faessler, V LMD A C Chair, Mia Vlaar, Economic
Development Director
Action Requested of Council: Approve Resolution No. 2, Series of 2021,
Resolution amending the 2021 V L MD budget.
Background: Please see attached memo.
Staff Recommendation: Approve Resolution No. 2, Series of 2021.
5.Adjournment
5.1.Adjournment 2:45 pm (estimate)
Meeting agendas and materials can be accessed prior to meeting day on the Town of Vail website
www.vailgov.com. All town c ounc il meetings will be streamed live by High Five Acc ess Media and available for
public viewing as the meeting is happening. The meeting videos are also posted to High Five A cc ess Media
website the week following meeting day, www.highfivemedia.org.
Please c all 970-479-2136 for additional information. S ign language interpretation is available upon request with 48
hour notification dial 711.
March 16, 2021 - Page 2 of 48
VA I L TO W N C O UNC I L A G E ND A ME MO
I T E M /T O P I C: 2021 V L MD Contracts over $50,000
AC T IO N RE Q UE S T E D O F C O UNC I L: A uthorize the V L MD to enter into agreements with the
following vendors on a form approved by the Town Attorney, to assist the Vail L ocal Marketing
District Advisory Council to Market Vail in the non-winter months: Branding, Production, Paid
Media and Strategic L ead from Cactus for $1,135,890, Group Sales and Marketing from Vail
Valley Partnership for $342,500, Coordination, F inance and L egal fees from Town of Vail for
$225,860, P ublic Relations from Malen Yantis P R for $184,500, Coordination, Marketing and
P roduction from S I T E Marketing for $166,000 and Data Systems Enhancement from Brown
A nalytics A dvisory Group for $81,850.
B AC K G RO UND: As part of the 2021 Vail L ocal Marketing District Operating P lan, six vendors
are contracted over $50,000. Town of Vail financial policies require that any contract valued at over
$50,000 receive Vail L ocal Marketing District approval prior to being executed.
S TAF F RE C O M M E ND AT IO N: A uthorize the V L MD to enter into agreements with the following
vendors on a form approved by the Town A ttorney, to assist the Vail L ocal Marketing District
A dvisory Council to Market Vail in the non-winter months: B randing, P roduction, P aid Media and
S trategic L ead from Cactus for $1,135,890, Group S ales and Marketing from Vail Valley
P artnership for $342,500, Coordination, Finance and L egal fees from Town of Vail for $225,860,
P ublic Relations from Malen Yantis P R for $184,500, Coordination, Marketing and Production from
S I T E Marketing for $166,000 and Data S ystems E nhancement from B rown A nalytics A dvisory
Group for $81,850.
AT TAC H ME N TS:
Description
V L MD 2021 $50k+ Funding Agreements Memo 3.16.2021
March 16, 2021 - Page 3 of 48
To: Vail Local Marketing District
From: Economic Development Department
Date: 03/16/2021
Subject: Vail Local Marketing District Agreements for 2021 over $50,000
I. PURPOSE
The purpose of this memo is to provide information on the 2021 vendors that have
been awarded more than $50,000 and to request that VLMD authorize the funding
agreements with those vendors.
II. BACKGROUND
As part of the 2021 Vail Local Marketing District Operating Plan, six vendors are
contracted over $50,000. Town of Vail financial policies require that any contract valued
at over $50,000 receive VLMD approval prior to being executed. The following vendors
will be sent funding agreements from the Town Clerk’s office upon VLMD approval.
Vendor Contract Amount Overview
Cactus $1,135,890
Digital Paid Media, Branding, Campaign Production,
and Strategic Lead of VLMD Partner Group
Vail Valley
Partnership
$342,500 Group Sales and Marketing
Town of Vail $225,860 Finance, Legal, Marketing and Coordination between
Partner Group and VLMDAC
Malen Yantis PR $184,500
Public Relations and Influencer Program
SITE Marketing $166,000
Photo/Video Production Management, Traditional
Media and Coordination
Brown Analytics
Advisory Group
$81,850
Data Systems
A request for proposal (RFP) for the Data Systems scope of work will go out in March
for Q3 and Q4, pending approval of the 2021 VLMD second supplemental budget.
March 16, 2021 - Page 4 of 48
Town of Vail Page 2
III. ACTION REQUESTED OF VLMD
Authorization to enter into agreements with the following vendors, on a form approved
by the Town Attorney, to assist the Vail Local Marketing District Advisory Council to
Market Vail in the non-winter months; Branding, Production, Paid Media and Strategic
Lead from Cactus for $1,135,890, Group Sales and Marketing from Vail Valley
Partnership for $342,500, Coordination, Finance and Legal fees from Town of Vail for
$225,860, Public Relations from Malen Yantis PR for $184,500, Coordination, Marketing
and Production from SITE Marketing for $166,000 and Data Systems from Brown
Analytics Advisory Group for $81,850.
March 16, 2021 - Page 5 of 48
VA I L TO W N C O UNC I L A G E ND A ME MO
I T E M /T O P I C: Use of DiscoverVail.com logo and brand for Town of Vail funded special event
and program sponsorships
P RE S E NT E R(S ): E smarie Faessler, Chair, V L MD A C, Mia Vlaar, E conomic Development
Director
AC T IO N RE Q UE S T E D O F C O UNC I L: L isten to presentation and ask questions.
B AC K G RO UND: DiscoverVail.com is the primary call to action (C TA) for V L MD
marketing efforts and is the primary brand focused on the Vail guest. DiscoverVail.com logo would
replace the Town of Vail logo as the consistent and prioritized brand for all town funded event
sponsorships and for promotions that are primarily guest focused.
S TAF F RE C O M M E ND AT IO N: A pprove the DiscoverVail.com logo to replace the Town of Vail
logo at town sponsored, primarily guest focused, events and programs.
AT TAC H ME N TS:
Description
2021 V LMD Discover Vail.com Logo Usage Memo
March 16, 2021 - Page 6 of 48
To: Vail Local Marketing District
From: Vail Local Marketing District Advisory Council
DATE: March 16, 2021
SUBJECT: Use of DiscoverVail.com Logo and Brand for Town of Vail Funded Special Event
and Program Sponsorships
I. BACKGROUND
DiscoverVail.com is the primary call to action (CTA) for VLMD marketing efforts and is
the primary brand focused on the Vail guest.
DiscoverVail.com would replace the Town of Vail logo as it appears below for events
that are primarily guest focused.
II. ACTION REQUESTED OF VAIL LOCAL MARKETING DISTRICT
Requesting approval to use DiscoverVail.com as our brand and logo for special events
and programs funded by the town.
March 16, 2021 - Page 7 of 48
VA I L TO W N C O UNC I L A G E ND A ME MO
I T E M /T O P I C: Year Round Marketing Proposal
P RE S E NT E R(S ): E smarie Faessler, V L MD A C Chair, Mia V laar, Economic Development
Director
AC T IO N RE Q UE S T E D O F C O UNC I L: Discussion only. No action required.
B AC K G RO UND: V L MD A C has previously discussed with V L MD the need for a year-
round marketing effort due both to changes in the Vail Resorts winter focused marketing model and
the need to market Vail as the premier international year-round mountain resort destination.Town
Council recently approved the Magellan Strategies Coordinated Community Outreach Plan to
survey residents on a potential effort to establish a dedicated funding source for year-
round destination marketing.
AT TAC H ME N TS:
Description
2021 V LMD Year Round Marketing Memo
March 16, 2021 - Page 8 of 48
To: Vail Local Marketing District
From: Vail Local Marketing District Advisory Council
DATE: March 16, 2021
SUBJECT: Year Round Marketing Proposal
I.BACKGROUND
VLMDAC has previously discussed with VLMD the need for a year-round marketing
effort due both to changes in the Vail Resorts winter focused marketing model and the
need to market Vail as the premier international year-round mountain resort destination.
Town Council recently approved the Magellan Strategies Coordinated Community
Outreach Plan to survey residents on a potential effort to establish a dedicated funding
source for year-round destination marketing.
II.DISCUSSION
•What opportunities does VLMD see regarding a year-round marketing effort for
Vail?
•What concerns does VLMD have to share with the VLMDAC about year-round
marketing of the destination?
III.ACTION REQUESTED OF VAIL LOCAL MARKETING DISTRICT
Discussion only. No action required.
March 16, 2021 - Page 9 of 48
VA I L TO W N C O UNC I L A G E ND A ME MO
I T E M /T O P I C: A pprove Resolution No. 2, S eries of 2021, Resolution amending the 2021
V L MD budget.
P RE S E NT E R(S ): E smarie Faessler, V L MD A C Chair, Mia V laar, Economic Development
Director
AC T IO N RE Q UE S T E D O F C O UNC I L: A pprove Resolution No. 2, S eries of 2021, Resolution
amending the 2021 V L MD budget.
B AC K G RO UND: P lease see attached memo.
S TAF F RE C O M M E ND AT IO N: A pprove Resolution No. 2, S eries of 2021.
AT TAC H ME N TS:
Description
V L MD 2nd Supplemental
V L MD 2ns Supplemental Powerpoint
March 16, 2021 - Page 10 of 48
March 16, 2021 - Page 11 of 48
March 16, 2021 - Page 12 of 48
March 16, 2021 - Page 13 of 48
March 16, 2021 - Page 14 of 48
2020 Actual 2021 Budget
1st
Supplemental
1st
Supplemental
Budget Shifts
2021 Amended
Budget
2nd
Supplemental
2021 Amended
Budget
Income
Lodging Tax 3,033,767 2,500,000 2,500,000 2,500,000
PY Lodging Tax 208,765 - - -
Interest Income 272 1,000 1,000 1,000
Misc Income 3,174 -
Total Income 3,245,978 2,501,000 - - 2,501,000 - 2,501,000
Expense
Destination 630,331 630,164 25,000 (445,472) 209,692 574,000 783,692
International 15,576 10,000 10,000 10,000
Front Range 180,122 - 115,000 392,472 507,472 106,000 613,472
Groups and Meetings 504,077 250,000 250,000 250,000
Public Relations Expenses 48,697 92,000 92,000 4,000 96,000
Content/Influencer Strategy 41,415 50,100 50,100 50,100
Photography / Video 62,454 93,000 (30,000) 63,000 63,000
Research 79,872 75,000 75,000 75,000
Web Site 144,230 220,200 (172,000) 48,200 144,818 193,018
Admin Miscellaneous 3,260 8,000 8,000 8,000
Email Marketing 5,565 360 360 19,750 20,110
Branding 305,158 118,000 35,000 153,000 380,000 533,000
Contingency - - - 56,532 56,532
Database Warehousing and Research 150,925 118,700 172,000 290,700 144,900 435,600
Professional Fees
Vail App - - 0
Legal and Accounting 25,000 25,000 25,000 25,000
Lodging Liaison 13,499 - 48,000 48,000 48,000
Advertising Agent Fees 79,125 146,000 146,000 40,000 186,000
Marketing Coordination-TOV 80,500 95,000 95,000 95,000
Marketing Coordination-VVP 40,000 37,500 37,500 37,500
Professional Fees - MYPR 102,200 50,000 50,000 50,000
Total Professional Fees 340,324 353,500 - 48,000 401,500 40,000 441,500
Special Event Funding
Event Liaison 25,000 25,000 25,000 25,000
Total Special Events 25,000 25,000 - - 25,000 25,000
Total Expense 2,538,005 2,044,024 140,000 - 2,184,024 1,470,000 3,654,024
Revenue over (Under) Expenditures 707,973 456,976 (140,000) - 316,976 (1,470,000) (1,153,024)
Beginning Fund Balance 1,350,108 1,327,713 2,058,081 2,058,081
Ending Fund Balance 2,058,081 1,784,689 2,375,057 905,057
Fund Balance (25% required) 57% 50% 66% 25%
VAIL LOCAL MARKETING DISTRICT 2021 PROPOSED AMENDED BUDGET
SUMMARY OF REVENUE EXPENDITURES AND CHANGES IN FUND BALANCE
March 16, 2021 - Page 15 of 48
RESOLUTION NO.2, SERIES 2021
VAIL LOCAL MARKETING DISTRICT
A RESOLUTION ADOPTING A BUDGET AND MAKING APPROPRIATIONS
TO PAY THE COSTS, EXPENSES AND LIABILITIES OF THE VAIL LOCAL
MARKETING DISTRICT, FOR ITS FISCAL YEAR JANUARY 1, 2021
THROUGH DECEMBER 31, 2021.
WHEREAS, the Vail Local Marketing District board received and approved the
operating plan and budget for the fiscal year 2021 on September 15, 2020; and
WHEREAS, in accordance with CRS section 29-1-106 a notice of budget hearing
has been published; and
WHEREAS, notice of this public hearing to consider the adoption of the proposed
Vail Local Marketing District budget was published in the VAIL DAILY on the
9th day of March, 2021; and
NOW THEREFORE, LET IT BE RESOLVED by the Vail Local Marketing
District of Vail, Colorado, as follows:
The Vail Local Marketing District Board adopts the submitted budget and
appropriates $3,654,024 marketing related expenditures beginning on the first day
of January, 2021, and ending on the 31st day of December, 2021.
Attested: Signed:
_______________________________ ___________________________________
Kim Langmaid, Secretary Dave Chapin, Chairman
March 16, 2021 - Page 16 of 48
MARCH 16, 2021
VAIL LOCAL MARKETING DISTRICT MEETING
March 16, 2021 - Page 17 of 48
Agenda
•Discover Vail logo and brand for Town of Vail sponsored events and
programs
•Proposal for Vail destination marketing year-round
•VLMD 2021 Second Supplemental Plan and Budget Request
March 16, 2021 - Page 18 of 48
DiscoverVail.com Logo Usage
Requesting approval to use DiscoverVail.com as our brand and logo for special events
and programs funded by the town.
DiscoverVail.com is the primary call to action (CTA) for VLMD marketing efforts and is
the primary brand focused on the Vail guest.
DiscoverVail.com would replace the Town of Vail logo as it appears below for events
that are primarily guest focused.
March 16, 2021 - Page 19 of 48
VLMD Year-Round Marketing
VLMDAC has previously discussed with VLMD the need for a year-round marketing
effort due both to changes in the Vail Resorts winter focused marketing model and the
need to market Vail as the premier international year-round mountain resort
destination.
Town Council recently approved the Magellan Strategies Coordinated Community
Outreach Plan to survey residents on a potential effort to establish a dedicated funding
source for year-round destination marketing.
For discussion:
•What opportunities does VLMD see regarding a year-round marketing effort for Vail?
•What concerns does VLMD have to share with the VLMDAC about year-round
marketing of the destination?
March 16, 2021 - Page 20 of 48
SECOND SUPPLEMENTAL REQUEST
March 16, 2021 - Page 21 of 48
Second Supplemental Request Agenda
•Supplemental Request & Budget Overview
•Strategy & Priorities
•Supplemental Tactical Plan
•2021 Goals
•Request for approval of Second Supplemental Plan and Budget
March 16, 2021 - Page 22 of 48
SUPPLEMENTAL REQUEST & BUDGET OVERVIEW
March 16, 2021 - Page 23 of 48
YOY Budget Comps
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Original Amended Actual Original Amended Actual Original Amended Proposed
Amended
2019 2020 2021201920202021
Original
Amended
Actual
Proposed
Amended
Fund Balance
2019 2020 2021
Original Amended Actual Original Amended Actual Original Amended Proposed Amended
3,300,000 3,855,000 3,634,714 3,500,000 2,624,000 2,538,005 2,044,024 2,184,024 3,645,024
Fund Balance 864,297 917,453 1,350,108 1,054,453 1,327,713 2,058,081 1,784,689 2,375,057 905,057
Fund Balance %26%26%36%29%36%57%50%66%25%March 16, 2021 - Page 24 of 48
STRATEGY & PRIORITIES
March 16, 2021 - Page 25 of 48
Macro Travel Trends
•Americans remain highly open to travel inspiration -63.9% are in a travel readiness state-of-
mind (record pandemic high)
•Nearly two-thirds feel at least somewhat confident they can travel safely right now, and travel
guilt fell to 40%.
•A growing percentage (55%) of American travelers say they will be taking at least one leisure trip
in the next three months.
•More than 84% already have tentative trip plans for the remainder of 2021, with June through
October the peak months for trips.
•A majority of Americans continue to say that the vaccines make them optimistic about traveling
safely and life returning to normal in the next 6 months
•Most Americans, however, believe mask-wearing will be with us for several months. When
asked how they would feel on their first post-vaccine trip if the destination visiting still required
masking, 65.0% said they would feel “fine,” if not “great.”
•Half of Spring Break period travelers plan to use an airplane for their trip and head more than
500 miles away from home. Predictions for fantastic air travel growth numbers in the second half
of 2021.
Source: Destination Analysts Feb. 28 March 16, 2021 - Page 26 of 48
2021 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 use
available data to
drive efficient and
more personalized
content that leads
to desired behavior
Customization
Amplify efforts to get
the right audience
into our data
systems so we have
1st + 2nd party data
available for future
use
Data Acquisition
Use data to identify
and prioritize
seasonal content
needs for use
across channels
including our
website and social
accounts
Refined Content
March 16, 2021 - Page 27 of 48
Why the supplemental request?
•Drive overnight visitation; with pent up demand for travel, Vail should lead the
fight for share among mountain resorts in Destination and Front Range markets
with immediate results
•Increase website presence with robust content and enhancements that tell a more
complete story, increase demand and drive conversion with immediate results
•Accelerating investment on Data Systems in order to collect more data and
improve our marketing efforts ultimately increasing demand and driving conversion
in the long term
•Invest in the future Vail brand and positioning; laying the groundwork for 2022
and beyond
March 16, 2021 - Page 28 of 48
SUPPLEMENTAL TACTICAL PLAN
March 16, 2021 - Page 29 of 48
Tactical Plan
Driving Demand and Increasing Conversion –Short Term/Immediate Results
1.Content Plan and Execution
2.Website Enhancements
3.Increase Paid Media
4.Public Relations
Driving Demand and Increasing Conversion –Longer Term Results
5.Data Systems Investment
6.Vail Branding –Positioning, Creative, Assets, Execution
Situation Dependent Opportunities
7.Contingency Opportunities
March 16, 2021 - Page 30 of 48
1. Content Plan & Execution
•User experience (UX) enhancements identified through audit
•Search Engine Optimization (SEO, natural search) 9-month plan
•Landing page design, development, quality assurance and deployment by persona
•Content plan with mapped deliverables through 2021
•Itinerary concepting
•Editorial content collaboration
•Content implementation
•On-going content delivery
•On-going content population
Budget: $156,500
Timing: March -December
ROI/KPI’s:
•Improved site metrics (time on site, pages visited, etc.)
•Organic search position
March 16, 2021 - Page 31 of 48
2. Website Enhancements
•Website imagery resizing tool
•Google map integration with some interactivity
•Enhanced Americans with Disabilities Act (ADA) compliancy
Budget: $8,068
Timing: March -May
ROI/KPI’s: Improved site metrics (time on site, pages visited, etc.) Functionality and
compliance
March 16, 2021 - Page 32 of 48
3. Increase Paid Media
Destination Air Digital Media
•Destination Air marketing in Dallas
Destination Digital Media
•Increase destination support in Houston and Chicago
•Add 5280 (magazine and online) partnership for Front Range
•Targeted new market testing with top performing markets like NYC, SF, or Austin
Destination and Front Range Traditional Media
•Destination Traditional media expanded in Dallas (TV, possibly add Out of Home/Billboard)
and/or secondary market (Chicago)
•Traditional Front Range (TV only)
Strategy, planning, buying, and reporting
Timing: March -September
Budget: $720,000
ROI/KPI’s: Impressions, clicks to website, social, lodging
March 16, 2021 - Page 33 of 48
Destination/Front Range
Paid Media %
44%
56%
2021 with
supplemental
62%
38%
2020
42%
58%
2019
Destination
Front Range
March 16, 2021 - Page 34 of 48
61%
39%
2021 with
supplemental
75%
25%
2020
54%
46%
2019
Traditional/Digital Paid Media %
Traditional
Digital
March 16, 2021 - Page 35 of 48
4. Public Relations
•Newswire
•Social Media Influencer Trip Giveaways (2) & Data Collection
•Test trip giveaway concept with one influencer in each target persona -
families with older kids and young professionals to garner database info
Budget: $12,500
Timing: May, Early Summer
KPI’s:
•Increased customer data capture and media reach
March 16, 2021 - Page 36 of 48
5. Data Systems
•Continue to evolve the critical building blocks upon which a long-term, effective, efficient, and measurable data-driven
marketing strategy is built and operationalized
•Organizational Collaboration: Identify and fill as needed any skill gaps, and establish the processes within the
coordinated partner group to run targeted, personalized, and relevant campaigns across multiple guest touchpoints
•Marketing Data: Continue to increase the percentage of guests that pass-through Vail who sign-up for and provide
personal data in exchange for free Wi-Fi, and if identified, integrate second party data from our partners in
retail/hospitality/F&B
•Analytics/Insights: Ensure that all outbound marketing efforts across touchpoints are measured for engagement at the
individual/segment level, and define customer lifecycle segmentation using data to indicate where in their journey our
guests are
•Marketing Strategy: Continue to refine our capabilities to target guests within key phases of their journey, and implement
one manual multi-channel data-driven campaign to act as a basis to seed the ROI model for potential future investment
•Execution: Refine the current outbound capabilities of touchpoint-by-touchpoint distribution of content/marketing
messages to enable channel consistency, accuracy, and reportability
Budget: $136,400
Timing: July-Dec
KPI: Long term foundation for database enhancement to increase demand and drive
conversion March 16, 2021 - Page 37 of 48
6. Vail Branding –Positioning, Creative, Assets, Execution
Belief + Behavior Design Process
•Competitive audit
•Primary and secondary research review and analysis
•Travel / cultural trend analysis
•Brand strategy workshops
•Map development and presentation with the concise Vail “sharp idea”
•Meetings/Workshops with board and partners
2022 Branding Production
•Enhanced tactical production and execution for 2022 roll out
Budget: $380,000
Timing: March-August
KPI/ROI: Long term, laying the groundwork for 2022 and beyond
March 16, 2021 - Page 38 of 48
7. Contingency Opportunities
•Market contingent
•Mexico, destination air/drive markets
•Expand asset acquisition
•Crisis budget
•Opportunity funds
Budget: $56,532
March 16, 2021 - Page 39 of 48
VLMDAC 2021 Business Goals (May –October)
2020 Results
2021 Original
Δ From 2020
Actuals
Sales Tax 4%-11%3%6%
Lodging Tax 5%-11%8%12%
50.10%31%21%
3%(down 31%)
4.30%No Group Goal
(down 82%)
Group Occupancy 5%No Group Goal
Overall Summer
Occupancy 25%
2020 Goals
2021 With
Supplemental
Δ From 2020
Actuals
May – October (Non
Winter Months)
*Goals subject to change based upon travel restrictions and public health guidance March 16, 2021 - Page 40 of 48
VLMDAC 2021 Supplemental Summary
Current
Budget
Second
Supplemental
Total %
Increase
Content Plan and Execution New Initiative $156,500 NA
Website Functionality Enhancements $10,000 $8,068 81%
Data Systems Investment $100,000 $136,400 136%
Increase Paid Media $717,165 $720,000 100%
Vail Branding –Positioning, Creative,
Assets, Execution $74,000 $380,000 514%
Public Relations $50,000 $12,500 25%
Contingency $0 $56,532 NA
TOTAL Budget $2,184,024 $1,470,000 67%
New Budget $3,654,024March 16, 2021 - Page 41 of 48
Vail Local Marketing District Advisory Council recommends that the Vail
Local Marketing District approve the 2021 Supplemental Plan and budget
request of $1,470,000.
Action Requested
March 16, 2021 - Page 42 of 48
Thank you!
March 16, 2021 - Page 43 of 48
APPENDIX
March 16, 2021 - Page 44 of 48
2021 Lodging Tax Goals
2019 Actual 2020 Actual 2021 Goal % from 2020 % from 2019 2021 Plan B % from 2020
May 57,001$ 89,257$ 80,000$ -10%40%80,000$ -10%
Jun 138,364$ 52,861$ 90,000$ 70%-35%90,000$ 70%
Jul 266,247$ 180,156$ 200,000$ 11%-25%240,000$ 33%
Aug 216,996$ 187,878$ 200,000$ 6%-8%200,000$ 6%
Sep 174,190$ 227,397$ 230,000$ 1%32%230,000$ 1%
Oct 78,702$ 89,973$ 90,000$ 0%14%90,000$ 0%
TOTAL 931,499$ 827,522$ 890,000$ 8%-4%930,000$ 12%
*Goals subject to change based upon travel restrictions and public health guidanceMarch 16, 2021 - Page 45 of 48
2021 Sales Tax Goals
2019 Actual 2020 Actual 2021 Goal % from 2020 % from 2019 2021 Plan B % from 2020
May 763,756$ 502,266$ 600,000$ 19%-21%650,000$ 29%
Jun 1,606,748$ 1,032,848$ 1,132,848$ 10%-29%1,132,848$ 10%
Jul 2,480,292$ 2,078,303$ 2,100,000$ 1%-15%2,300,000$ 11%
Aug 2,237,050$ 2,134,944$ 2,198,000$ 3%-2%2,199,000$ 3%
Sep 1,600,100$ 1,757,603$ 1,757,603$ 0%10%1,757,603$ 0%
Oct 1,165,176$ 1,273,735$ 1,273,735$ 0%9%1,273,735$ 0%
TOTAL 9,853,122$ 8,779,699$ 9,062,186$ 3%-8%9,313,186$ 6%
*Goals subject to change based upon travel restrictions and public health guidanceMarch 16, 2021 - Page 46 of 48
2021 Occupancy Goals
2019 Actual 2020 Actual 2021 Goal % from 2020 % from 2019 2021 Plan B % from 2020
May 20%4%12%200%-40%12%200%
June 50%24%38%58%-24%45%88%
July 65%46%58%26%-11%58%26%
August 56%50%53%6%-5%53%6%
September 46%41%44%7%-4%44%7%
October 31%30%31%3%0%31%3%
45%33%39%21%-12%41%25%
*Goals subject to change based upon travel restrictions and public health guidanceMarch 16, 2021 - Page 47 of 48
VA I L TO W N C O UNC I L A G E ND A ME MO
I T E M /T O P I C: A djournment 2:45 pm (estimate)
March 16, 2021 - Page 48 of 48