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VLMDAC May Meeting PresentationVLMDAC BOARD MEETING MAY 19, 2021 Agenda •Monthly Financial Report, Carlie Smith, Town of Vail •Approval of March 14 and May 3, 2021 Minutes, Board •Vail Mountain Marketing, Jeff Werkheiser, Vail Resorts •Media Survey Report & What Makes a Story Newsworthy, Kristin Yantis, MYPR •Data Driven Marketing Update, Bob Brown, Brown Analytics •DiscoverVail.com Updates, Cactus •Creative Updates, Cactus •2021 Digital Media, Cactus •Community Outreach Program, Mia Vlaar, Town of Vail •Summer Marketing Toolkit,Liz Gladitsch, Town of Vail •Events Update -Jeremy Gross, Town of Vail •Other Business *Requesting specific direction/zapprov al from board MONTHLY FINANCIAL REPORT VAIL MOUNTAIN MARKETING MEDIA SURVEY REPORT & WHAT MAKES A STORY NEWSWORTHY •Objective –Gauge media knowledge and interest in Vail as a Destination. •Respondents –33 responses –75 media received the survey –Journalists who MYPR regularly speaks to/pitches –In-house editors, freelance writers –In-state and out-of-state media –Representing outlets such as Travel + Leisure, Conde Nast Traveler, New York Times, Houston Chronicle, Denver Post, American Way, Hemispheres, TripSavvy, Dallas Morning News and more. Vail Media Survey Results Results Results Results “Seems like yet another mountain town” “Other towns seem to have more festivals and more of a community and town vibe” “I think most towns in Colorado offer pretty much the same experience” Results Overall theme of “corporate” feel “The corporate nature of Vail Resorts and the fact that they have used Vail specifically in their name to represent all their destinations; hard to separate the two and I think it leads to a lot of confusion to those note familiar with the destination and the company.” “I would like to see more locally owned businesses thrive in Vail Village, rather than mostly VR operated. I would also like to see the Town of Vail take more initiative to define itself rather than being defined by VR. I love the mountain and everything VR provides, but I want more identity to be Vail’s, not corporate or stock-holder driven.” “If I were putting together a listicle or package story, I might be less inclined to include Vail if I’m including multiple other Vail Resorts mountain; I tend to think of them as a unit.” Additional Comments Results Other Mountain Resorts “Aspen has an incredible art scene with Anderson Ranch and its Bauhaus history. Also with Aspen Food + Wine and all the speakers and guest artists they bring in. Telluride does a better job than anyone with creating an amazing on-mountain dining experience like skiing has in Europe (with Alpino Vino and the new Bon Vivant, which is like a giant umbrella on a desk but is a fine dining with French wine experience with incredible views). These on mountain restaurants are for anyone ad not super exclusive like Game Creek.” “While Vail has ample summer culture, with ballet and concerts at the Ford Amphitheater, for example and other events around town, it’s hard to beat Aspen, with its summer-long music festival and school, musicals and plays from Theatre Aspen, numerous lectures and other thought-providing events at the Aspen Institute, exhibits at the Aspen Art Museum and Anderson Ranch Arts Center and concerts from Jazz Aspen Snowmass. And though Vail does have a strong public art program, Breckenridge has really upped the game with its creative district and ongoing art displays and festivals.” “Park City –inclusivity. Vail can seem intimidating and not open to all types of travelers.” Results “Play up outdoor dining…” “Offer more funky things like goat yoga.” Results “Vail has been singing the same song for a while now…” Results “Innovative amenities or adventures, excursions are great…” What Can We Do Better? “Continue to connect journalists to the heart of Vail –the history, the locals and the wonderful offerings of nature. Promote sustainability even while promoting tourism and how visitors can ss and contribute to making Vail thrive as a true mountain community.” “Keep communication open with journalists and host them whenever possible. It’s easy as a journalist to have a destination fall off your radar when you haven’t been in a while.” “I think my main advice would be to place a stronger focus and more marketing on things you can only find in Vail and not in Aspen, Tahoe, etc. (this would be true for both summer and winter). Readers always want to know what sets one place apart from another and why they should choose one ski town over another, so saying “here are the things that you can only do in Vail” would be really helpful when I’m pitching coverage.” 1.Impact 2.Timeliness 3.Proximity 4.Human Interest 5.Conflict 6.The Unusual, One-of-a-Kind 7.Celebrity What’s Newsworthy? •Bands at hike-to locations •Art exhibits on busses •National Picnic Month in July •Family friendly farm-to-table lunches/brunches •Support plans to bring only lower CO2 flights into EGE. •Eliminate single-use plastic in town. •Announce plans to only allow events that do not utilize single use plastic. Make News vs. Reporting the News •Short Term –Share with community partners –meeting in June –Assess the idea of a Partner PR Workshop(s) –how to create news –Dig deeper for newsworthy angles –Start more proactive conversations with the Town and VLMD about what needs to be done to create the news –Continue robust, relationship-based media hosting program •Long Term –Assess opportunities as part of branding process –How do we get more community partners to engage and innovate? Next Steps DATA DRIVEN MARKETING UPDATE Data RFP Board to vote on approval of Brown Analytics Advisory Group as Data partner for 2021 and Q3 / Q4 budget of $136,400. Budget detail for reference: •Gap analysis and prioritization of data capture and accessibility needs •Develop 2nd party data connections and partnerships –phase 1 (include Destimetrics, airDNa and more) •Execute initial customer data integration(s) •Identify key VLMD and partner role gaps •Begin filling key VLMD and partner role gaps •Identify processes in need of responsibility clarification –rethink approach as needed •Assess and evolve current digital/email analytics capabilities (web, email, etc.) •Define guest journey steps for key segments •Implement one manual data-driven journey as input into ROI models for future investment •Refine ideal guest journey to inform future development priorities (develop use cases) •Phase 1 Marketing Automation development –email and digital advertising channels •Gap assessment for campaign management capabilities •Identify test strategy owner •Require formal hypothesis and success criteria for campaigns •Develop draft guest behavior executive dashboard •Create initial lifecycle segmentation based on guest behaviors/engagement •Create initial CLV model •Standardize evaluation of campaigns against success criteria and hypothesis •Meeting Fees Agenda Key Findings and Accomplishments Status Update Current State of Data Key Sources Key Findings Data Capture and Quality by Touch Point Key Findings and Accomplishments Good News Steering team in place, driving roadmap forward Shifting data-driven culture throughout VLMD and Partner team IT leadership engaged for long-term viability Quick wins identified and completed or in progress: •Data analysis and clean-up effort completed •Data from newsletter sign-up migrated and combined into CRM •Baseline of capture rate determined (visitors through the village who sign into WiFi) •Working with Town of Vail IT to import another existing email list which will almost double our database size •Data landscape current state documented Challenges •Sporadic quality of WiFi signup data – difference between total count and emailable individuals •2nd Party data-sharing will be critical to data capture growth •No “internal” owner with capacity to drive data capture progress •No forward movement on parking opportunity to capture transactional data at our source Draft complete, awaiting final feedback (Cactus) Pushing back ~3 weeks Draft complete, awaiting final feedback (Liz) Data Sources and Categorization Each relevant data source was described in more detail and most were assessed: •Used For: what is the primary business use of the data source? •Contains: what data is contained in the data source? •Data Capture: how comprehensive is the data source in capturing the desired data? Key Data Landscape Findings Current Data Capture & Quality by Touch Point •The diagram depicts an assessment of the current state of TOV’s data capture and data quality across various guest touch points •The perspective taken is to view the Guest at the center as any visitor to the town of Vail and then assessing how effective we are at understanding that visitor across touch points Data Capture: Data Quality: A, B, C, D, E Guest Current Data Capture & Quality by Touch Point •The diagram depicts an assessment of the current state of TOV’s data capture and data quality across various guest touch points •The perspective taken is to view the Guest at the center as any visitor to the town of Vail and then assessing how effective we are at understanding that visitor across touch points Data Capture: Data Quality: A, B, C, D, E Guest Email Engagement Programmatic Web Site TV/MediaSocial Marketing C E C B B Key Opportunities: •Identity stitching across devices and channels •Tagging improvements on web site Current Data Capture & Quality by Touch Point •The diagram depicts an assessment of the current state of TOV’s data capture and data quality across various guest touch points •The perspective taken is to view the Guest at the center as any visitor to the town of Vail and then assessing how effective we are at understanding that visitor across touch points Data Capture: Data Quality: A, B, C, D, E Guest Retail Purchase F&B Purchase Other In- Person Visit Email Engagement Programmatic Web Site TV/MediaSocial Marketing In-Person E D E Key Opportunities: •Drive customers into welcome center (i.e.parking validation) •WiFi signup data cleanup and capture improvements •2nd party data sharing (i.e. gallery purchases shipped to home addresses) •Town of Vail loyalty program Current Data Capture & Quality by Touch Point •The diagram depicts an assessment of the current state of TOV’s data capture and data quality across various guest touch points •The perspective taken is to view the Guest at the center as any visitor to the town of Vail and then assessing how effective we are at understanding that visitor across touch points Data Capture: Data Quality: A, B, C, D, E Guest Retail Purchase F&B Purchase Other In- Person Visit Email Engagement Programmatic Web Site TV/MediaSocial Online Hotel Booking Other Online Booking Marketing In-PersonOnline Purchase C C Key Opportunities: •2nd party data sharing (i.e. lodging community) •Drive click-through purchase discovervail.com and improve referral tracking) •Town of Vail loyalty program Current Data Capture & Quality by Touch Point •The diagram depicts an assessment of the current state of TOV’s data capture and data quality across various guest touch points •The perspective taken is to view the Guest at the center as any visitor to the town of Vail and then assessing how effective we are at understanding that visitor across touch points Data Capture: Data Quality: A, B, C, D, E Guest Retail Purchase F&B Purchase Other In- Person Visit Email Engagement Programmatic Web Site TV/MediaSocial Customer Satisfaction Offline Direct Hotel Purchase Offline Direct Other Purchase Online Hotel Booking Other Online Booking Marketing In-PersonOnline Purchase Offline Direct Purchase Other D E E Key Opportunities: •2nd party data sharing (i.e.lodging community) •Town of Vail loyalty program •Increase online satisfaction survey response Current Data Capture & Quality by Touch Point •The diagram depicts an assessment of the current state of TOV’s data capture and data quality across various guest touch points •The perspective taken is to view the Guest at the center as any visitor to the town of Vail and then assessing how effective we are at understanding that visitor across touch points •The strongest areas of guest data are through media and website engagement •The only in-person data captured is via WiFi signup in the village Data Capture: Data Quality: A, B, C, D, E Guest Retail Purchase F&B Purchase Other In- Person Visit Email Engagement Programmatic Web Site TV/MediaSocial Customer Satisfaction Offline Direct Hotel Purchase Offline Direct Other Purchase Online Hotel Booking Other Online Booking Marketing In-PersonOnline Purchase Offline Direct Purchase Other C E C E D B E B D C C E E DISCOVERVAIL.COM UPDATES DiscoverVail.com Refreshed Goals 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 TACTICS IN-PROGRESS •Create curated landing pages for 3 target audiences: Families, Boomers, Active Professionals •Create activity-based itineraries with links to retailers, restaurants and shops •Create a content calendar to ensure content is relevant/up-to-date, and guides scheduling/planning of new content •Define and document brand voice & tone guidelines for consistency in content creation MEASURES •Page views (landing, businesses, overall) •Time on site •Site sessions •New visits •Repeat visits •Event RFP submissions •SEO Metrics Content Be the Go-To Source for Visitors Coming to Vail. Itinerary Landing Pages ●Create curated landing pages for 3 target audiences with activity-based itineraries with links to retailers, restaurants and shops ○The Active Professionals landing page is complete and ready to go live (discovervail.com/active-professionals) ○Family and Boomers pages to be updated into new construct by 6/17 (Cactus team will work with partners to gain alignment on content creation and execution schedule) Analytics & SEO Dashboard Automated analytics and SEO reporting dashboard in progress and gathering data SEO Baseline February 2021 Domain Authority Score 26/100 Ranking Keywords Unknown New Users from Organic 522 Predicts a domain's ranking potential relative to competitors. We use this score to compare your likelihood to rank above that of your competitors. Number of keywords for which this site ranks within the top 50 positions on Google Organic search in Feb 2021 contributed to 4% of the overall traffic to discovervail.com SEO Metrics April 2021 Domain Authority Ranking 34/100 Ranking Keywords 106 New Users from Organic 454 Increased ranking by 2 points, and we anticipate this continuing to increase as we continue to make improvements Number of keywords for which this site ranks within the top 50 positions on Google Organic search in April 2021 contributed to 2% of the overall traffic to discovervail.com. Declined most likely due to seasonality and lower of visitation STRATEGIES •Improve Calls to Action (CTAs) •Enhance readability •Make the site easy to navigate TACTICS IN-PROGRESS •Ensure ADA compliance with ongoing checks •Author clear CTAs and place them more prominently throughout the site •Apply consistent typography and content hierarchy •Eliminate duplicate content and copy •Create fewer pages with higher value content •Eliminate thin content and 2nd-layer pages MEASURES •Behavior flow (path through the site) •CTA-specific tracking at each phase of the customer journey UX Provide an Engaging & Elegant User Experience. ADA Compliance ADA Compliance tool UserWay added to the site Other UX Optimizations Opportunities to Improve User Engagement 45 Pages with Duplicate Content 3 Page Types Identified for Map Integration 8 Cactus created collaborative document for the partner team to reference in order to add and update CTAs. Provided documentation to team on where to consolidate and remove duplicate content. Cactus delivered recommendation for alignment on map integration. Cactus team is in progress on wireframes for development. STRATEGIES •Create new ways for visitors to opt-in to additional content •Gather profile information for visitors •Collect location-specific data TACTICS IN-PROGRESS •Updated newsletter modal pop-up on homepage •Local WiFi redirects via Aislelabs •User tracking data via media and data partner pixels MEASURES •Newsletter sign-ups •WiFi redirect reports •Tracking pixels and events •UTMs (track traffic & goals) Data Collect Visitor Information for Subsequent Marketing. Unfiltered Web Traffic April 2021 Overall site visits and sessions are up compared to the previous month. We attribute this increase of users to the site coming from an increase in paid media driving traffic to DiscoverVail.com that started in the beginning of April. Site Sessions 39,023 +36% MOM Site Visitors 30,568 +36% MOM 62% | 33% | 4% z +43% | +35% | +116% MOM Mobile | Desk | Tab Unfiltered Web Traffic April 2021 Bounce Rate 67%* Pages/Session 1.96 Avg. Time on Site 1:28 Benchmark BR: 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 *Note: Cactus anticipates bounce rate to improve as media ramps up in parallel with content optimizations. Website Booking Conversions On-site Newsletter Sign-Ups 261 123 Book Direct Lodging Searches 1,445 Book Direct Lodging Referrals 93 Website Engagement YTD April 2021 User action on DiscoverVail.com User action on DiscoverVail.com driving to Book Direct Page Users Searching for Lodging on Book Direct Page User action from Book Direct to lodging properties 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. Book Direct Report April 2021 ●1,981 searches in April, 58 properties viewed UX & SEO Action Plan What’s Next / Timing improvements CREATIVE UPDATES Active Professionals -Social & Display Social Key Focus: Learn on the AP’s preference between daytime vs. night activities via a A/B tests of a variety of ad placements (sample below). Carousel & Story Ads Interactive Quiz Active Professionals -Social & Display Display Key Focus: Create compelling content highlighting AP’s favorite activities for both prospecting & retargeting efforts. (Note: All sizes featured in the appendix). Air Marketing Key Objective: We optimized our air marketing spot to advertise our twice daily non- stop flights from Dallas to Vail. Currently, STEEP is working on optimizing our Chicago air marketing spot as well. Link: https://drive.google.com/file/d/1eGDxO_KnumSpZT7eOXYljFPJ-oDHHpbj/view Event Marketing -In Progress Key Objective: Create an event-agnostic event marketing spot to work as a blanket message to promote Vail’s summer events/give consumers a sense of the energy/what’s happening in Vail from previous year’s event spots. Video will drive to event calendar. FY22 Campaign Development June Board Meeting Agenda Cactus will share multiple campaign platforms (falling out of the three ways- in), with some or all of the below as proof of concept: ○1x Campaign Line & Campaign Statement ○1x Brand Action ○1x Activation (Event Marketing or Stunt) ○1x :30 Video Script ○1x Social Post, OOH or Print Ad FY22 Campaign Development Overall Timeline ●Approval of Creative Brief -Mon. 5/3 ●Creative Development -Week of 5/3 -Week of 6/14 ●Cactus + Partner Group Review -Week of 5/31 ●Creative Review (June Board Meeting) -Wed. 6/16 2021 DIGITAL MEDIA Return on Digital Ad Spend (RODAS) For every $1 we spend in digital paid media, we generate an estimated $36.81 in lodging revenue (including Short Term Rental -STR). 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 $36.81 RODAS Paid Media % of Spend in April 9% April Impressions 4.8M April Clicks 28.2K Total spend to date for 2021 is $145.2K (12%) 5.5M total impressions delivered to date for 2021 Pre-roll video is driving strong interest as it accounted for 47% of all April paid media cicks Adara Results April Hotel Searches 29.4K April Hotel Bookings 589 Avg. Length of Stay 3 Days Pre-roll video is driving strong interest as it accounted for 47% of all April paid media cicks 4.6K total hotel bookings to date for 2021 from paid media Boomers in the Front Range are averaging the highest length of stay at 4 days Off Season PPC Report Key Objective: Understand high-funnel interest and performance for non-ski season travel to Vail during the winter months (February - March), including: •Consumer demand for summer travel during the winter season (i.e., search volume, etc.) •Summer versus winter key metric performance (i.e.click-thru rate and cost per click, etc.) •Understand high-performing and click driving, non-branded summer terms Off Season PPC Results Spend $36K Impressions 98.5K Clicks 6.9K Spent 26% of approved off season PPC budget between late February and end of March Impressions/searches spiked in mid-March - -specifically searches around hiking and dining from Destination and Front Range markets Majority of clicks came from hiking terms but large spike in mid-March came from broader things to do searches Off Season PPC Results Click Thru Rate 7.04% Cost Per Click $4.45 3.5X higher than final 2020 Summer CTR performance; slightly below 7.25% CTR for final non-brand performance in 2020 3x more expensive than final 2020 Summer CPC performance and 3x higher than final non-brand performance Off Season PPC Recommendations ADD IN NEW MARKETS FOR OCT-DEC REMAINING SPEND •Spent 26% of the budget and recommend adding 2-3 additional markets to increase spend and understand market demand. •Additional markets to include will be determined based on 2021 Adara booking data. TEST CREATIVE THAT ALIGNS WITH MARKET SEARCH BEHAVIOR •Recommend testing “hiking”, “things to do” and “dining” versions of visual messaging across channels in the early off-season months of 2022. •Goal is to understand if search volume for these terms increases once visual cues are live in off-season months. LAUNCH 2022 OFF-SEASON PPC IN MID-MARCH •Low demand and engagement demonstrates February is too early to be in-market with search when larger awareness strategies are not in-market. •Recommend starting PPC in mid-March, as per the 50-day window trend observed via Adara. Customer Experience Pathway The marketing plan is designed to drive consumers to Vail with distinct strategies for each stage. Each strategy is essential to ensure there are multiple touchpoints in the journey from dreaming to booking. •8% of total digital media budget to promote air marketing videos in our three core destination markets •Partnership with two travel-endemic publishers: Sojern and TripAdvisor ■Sojern -Reach users based on real-time intent signals and traveler profiles ■TripAdvisor -Reach users who are actively looking for airline/lodging information in Colorado and other mountain destinations •Focus will be on reaching a broad audience of travel intenders •As opposed focused messaging and targeting to connect with our three personas •Working with EGE/Air Alliance for co-op marketing for new flights (Chicago and Atlanta) Air Marketing Destination: Branded Content Lonely Planet Lonely Planet is a cross-channel digital publishing platform that reaches travel enthusiasts across the globe ■42% of their audience makes purchases for outdoor-related travel ■41% of their audience makes purchases for luxury travel ■11x more likely to visit websites related to hotels & accommodations ■12x more likely to visit websites related to adventure & adventure travel ■4x more likely to visit websites related to family vacation planning ●2x DMO Editorial packages to spark travel inspiration & trip planning ■9% of total 2021 digital media investment ●Each program includes: ■3x custom articles (6 total across the 2 programs) ■3 years content licensing ■Paid social and digital support to drive traffic to each article ●Custom articles and content can focus on an itinerary of experiences, such as: family travel and teen activities, outdoor adventure, food/wine and food-related experiences Destination: Branded Content Lonely Planet ●70% of digital media budget to support heightened presence of digital media in Dallas, Houston and Chicago •Prior to supplemental, 30% of total budget was allocation to destination marketing ●Budget increase of 165% has allowed for budget heavy-ups across all digital tactics to reach our core personas in destination markets •3-week extension of all digital media for Families •7-week extension of all digital media for Boomers •8-week extension of all digital media for Active Professionals Destination: Extended Flighting ●1% of total digital media budget to reach Front Range travelers •Partnership with 5280 to run 10x in travel-specific e-Newsletters with 100% SOV, June-September ■Travel Selects (5x) -reaching 12k subscribers; skews A45+ ■Getaways (5x) -reaching 15k subscribers, skews A35-54 ●Tested both e-Newsletters with 5280 for the Winter Workcation campaign and it was a top-performer •Generated above-average media performance and drove users to the website who were most likely to take action with BookDirect Front Range: 5280 e-Newsletters Front Range vs. Destination Budget Breakdown *Market breakdowns currently reflect COVID; allocations may adjust throughout the season. Audience Budget Breakdown 25% 15% 22% 38% Tactics Budget Breakdown *PPC reflects full year coverage. 38% 23% 9% 3% 14% 12% 1% Paid Media Timing COMMUNITY OUTREACH PROGRAM SUMMER MARKETING TOOLKIT VAIL LOCAL MARKETING DISTRICT 2016 BRAND GUIDELINES VLMD SUMMER 2021MARKETING TOOLKIT PAGE 2VLMD TABLE OF CONTENTS Community Integration Page 3 DiscoverVail.com / Lodging Page 4 Data Enhancement Page 7 Audience, Campaign & Logos Page 8 Campaign Color & Type Page 13 Downloadable Photos/Videos Page 16 Public Relations Resources Page 20 Fly Vail Information Page 21 Sustainability Page 22 COVID-19 Vail Business Resources Page 23 MARKETING TOOLKIT DISCOVERVAIL.COM, LODGING & DATA COLLECTIONCOMMUNITY INTEGRATION COMMUNITY INTEGRATION: DISCOVERVAIL.COM PAGE 4VLMD DISCOVERVAIL.COM DiscoverVail.com represents Vail, CO the destination as a whole Until the launch of DiscoverVail.com in 2020, all Vail Local Marketing District (VLMD) marketing efforts landed on vail.com. The creation of DiscoverVail.com provides equal representation of all businesses and cohesive portrayal of all offerings in the Town of Vail. • Listing of all Vail businesses (dining, shopping, lodging, activities, etc.) • Full Vail Event Calendar, updated regularly • Lodging Booking and Packages • Complementary of vail.com, cross linking between the two, based upon the guest needs. VISIT WEBSITE HERE COMMUNITY INTEGRATION: LODGING PAGE 5VLMD LODGING ON DISCOVERVAIL.COM The VLMD has funded the Book Direct platform ($19k) to ensure the best experience for both our guest and our properties in Vail. • All revenue and bookings go directly to the individual properties without commissions or fees. • Any Vail property* can be listed • Check to ensure your reservation system is connected • Share your summer special and link to specials page to be listed • To connect your property contact our Lodging Liaison, Mark Herron: markherron57@gmail.com Not connected but still listed Connected to Book Direct *Must have a business license with Town of Vail SUMMER SPECIALS SUMMER SPECIALS COMMUNITY INTEGRATION: DISCOVERVAIL.COM PAGE 6VLMD DISCOVERVAIL.COM UPDATES 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 fill out one of the forms below. GROUP/WEDDING VENUE UPDATE ADD/EDIT AN EVENT ADD/EDIT A BUSINESS CONNECT YOUR PROPERTY* *see page above COMMUNITY INTEGRATION: DATA COLLECTION PAGE 7VLMD DATA COLLECTION Working together, we can accomplish a lot to enhance first-party data collection so the VLMD can: • More efficiently reach prospective visitors & loyal Vail guests • Evolve our marketing efforts to create custom, personalized experiences • Be in the right place, at the right time, with the right message to inspire guests based on their known interests How you can help us to better market Vail on your behalf: Vail Free WiFi: Town of Vail offers free WiFi all around the villages. Encourage guests to log in and sign up to receive tips about what’s happening in town that day. Vail Newsletter: Encourage guests to visit DiscoverVail.com and sign up for our newsletter. Drive to DiscoverVail.com: Link to our marketing site to encourage prospective visitors to learn more about Vail & the full breadth of our opportunities/businesses Synergistic Content: Incorporate VLMD content in event marketing VIEW COMMUNITY INTEGRATION PLAN SUMMER MARKETINGAUDIENCE, CAMPAIGN & LOGOS PAGE 9AUDIENCE:OUR TARGET AUDIENCEVLMD AUDIENCE: 3 CONSUMER-PERSONAS 3x consumer-personas on which to focus our marketing efforts. Below please see key points of difference/interests for each group. Dynamic Families Super Boomers Active Professionals SEEKING Family connection & independence for teen kids Resting & relaxation Adventure & exploration ACTIVITIES Family-friendly activities & dining Shopping, dining & spa Hiking, biking, rafting, SUP, dining & nightlife BOOKING CONSIDERATIONS Longest planning timeline and longest stay duration, likely during peak season Always hunting for a deal/offer & willing to travel off-peak for some additional savings Often planning last minute trips LENGTH OF STAY Longest duration, likely 5+ day 4-6 days 3-Day Weekend TIME OF YEAR Peak season Off-peak; Early or Fall/Leaf Season Flexible! COVID Want to be in-the-know with the latest informa- tion First to return due to the vaccine New WFH opens new opportunities to work from anywhere & may impact length of stay PAGE 10AUDIENCE:OUR TARGET AUDIENCEVLMD AUDIENCE: 3 CUSTOMER EXPERIENCE PATHWAY & MARKETING TASKS Focus for Vail Local Marketing District Focus for... Local Businesses Vail Chamber Business Association Welcome Centers Town of Vail Guest Experience Guest experience needs to be consistent from beginning to end. PAGE 10AUDIENCE:OUR TARGET AUDIENCEVLMD AUDIENCE: 3 CUSTOMER EXPERIENCE PATHWAY & MARKETING TASKS Focus for Vail Local Marketing District Focus for Local Businesses Vail Chamber Business Association Welcome Centers Town of Vail Guest Experience Guest experience needs to be consistent from beginning to end. PAGE 11 Print example Banner/Social example CAMPAIGN GUIDE: EXAMPLES IN MARKETVLMD CAMPAIGN GUIDE: EXAMPLES IN MARKET DOWNLOADABLE LOGOS HERE PAGE 12CAMPAIGN GUIDE: LOGO USAGEVLMD LOGO DV WORDMARK + URL COLOR USAGE EXAMPLES - LOGO USAGE DON’TS White logo over photo. Don’t use logo without sufficient contrast. Don’t use logo on top of overly busy background. Don’t alter or rearrange the logo without approval. Don’t use the logo in any color but black or white. Black logo over photo. Note: Always ensure adequate contrast when choosing to use the black or white version of the logo over imagery. To bring awareness to the new website, DiscoverVail.com, the logo below will be used locally. Please reference the below logo usage guidelines before downloading. SUMMER CAMPAIGNCOLOR & TYPE PAGE 14CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD COLOR PALETTE The campaign introduces two new warm colors that complement the summer photo assets and can be used as a background color or an accent or CTA button color. BACKGROUND AND ACCENT COLORS EXAMPLES: TYPOGRAPHY COLORS VLMD Cream R231 G234 B223 C2 M4 Y9 K2 #f1eadf VLMD Gold R225 G206 B122 C13 M14 Y63 K0 #e1ce7a White R255 G255 B255 C0 M0 Y0 K0 White R255 G255 B255 C0 M0 Y0 K0 Black PMS Black R0 G0 B0 C30 M30 Y30 K100 PAGE 15CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD TYPOGRAPHY The campaign utilizes the Vail Resorts brand fonts, used only in black or white. AVENIR: Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 AVENIR NEXT CONDENSED: DEMI BOLD AVENIR: Medium ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HEADLINES: Letter spacing of headlines should be tracked very wide, as wide as is appropriate for the layout. When used with a subhead, there should be a significant difference between primary and secondary font sizes. Should be set in all caps. BODY COPY: Body copy can be set in Avenir Medium in a legible size. Headline: Subhead: Body Copy: SUMMER CAMPAIGNPHOTOGRAPHY & VIDEO BRAND GUIDELINES: PHOTOGRAPHY & VIDEO PAGE 17VAIL Vail is a leader in the industry and presents itself as a world-class mountain resort. A leader never rests on their laurels, and Vail has continuously surpassed its own benchmarks of innovation. This relentless pursuit towards perfection is tangible in every element of Vail’s offerings. We want our video content and photography to reflect a bold, trail-blazing character, and convey a positive, vibrant sense of adventure. THE VAIL EXPERIENCE THOUGH ITS TERRAIN CONTENT Our imagery should project the powerful emotional reaction people have while enjoying their experiences and capture them in a candid, genuine way. The image should draw the viewer into the moment as it authentically unfolds. AUTHENTICITY Vail Mountain and it’s villages should be the canvas that brings an emotional story to life. We want to balance the authentic mo- ments of our character’s story with stunning visual sense of place. Our imagery reflects one or more of out three key audiences: Family with tweens/teens, Active Professionals and Super Boom- ers. The subject matter should show people in environments that are not overly crowded. Avoid scenes with large gatherings of people. OVERALL APPROACH CAMPAIGN GUIDE: PHOTOGRAPHY & VIDEO PAGE 18VLMD PHOTO/VIDEO USAGE Vail Summer Video Usage Instructions • The VLMD will allow TOWN OF VAIL business and community partners use of the 2021 summer videos including :30’s, :15’s and :06’s • The VLMD will allow TOWN OF VAIL business and community partners use of the Broll to incorporate into your own marketing. • The VLMD requests that these videos be used in digital marketing efforts only; including a website, email and social marketing efforts. • The video must link to the website DiscoverVail.com • If the video is shared on social media platforms. Tag @DiscoverVailCO and #DiscoverVail Vail Summer Photography Usage Instructions • The VLMD will allow TOWN OF VAIL business and community partners use of the 2021 summer images • If the photo is shared on social media platforms. Tag @DiscoverVailCO and #DiscoverVail • Please credit all photos with: Photo courtesy of Jack Affleck and the Vail Local Marketing District DOWNLOADABLE VIDEOS HERE DOWNLOADABLE PHOTOS HERE VAIL MARKETING TOOLKITOTHER RESOURCES PAGE 20VLMD PUBLIC RELATIONS KEEP US INFORMED Knowing what is going on throughout the community helps us to better promote the destination. Please include MYPR on any press release distribution lists to ensure your content is included on DiscoverVail.com media center. Send your press releases to: DiscoverVailPR@myprco.com PR RESOURCES Including free things to do in Vail and talking points on Vail’s Bavarian villages VAIL PR BOILERPLATE Discover Vail in the spring, summer and fall. There’s no place like Vail for year-round recreation, outdoor pursuits and cultural experiences in the heart of the Colorado Rockies. Nestled at the foot of Vail mountain just two hours west of Denver, Vail’s fresh air, rugged beauty and charming pedestrian villages await visitors. Discover quaint Bavarian villages where outdoor activities abound and the performing arts flourish. Matching the incredible winter mountain experience, Vail from May through October is characterized by a rich culinary scene, family activities, world-class events and everything in between. PR RESOURCES OTHER RESOURCES: PUBLIC RELATIONS MEDIA CENTER PAGE 21VLMD EGE AIRPORT FLY VAIL (EGE) Access to Vail is easy and convenient via Eagle County Regional Airport (EGE) and Denver International Airport (DEN). EGE has non-stop jet service from numerous major domestic and international cities, and DEN is just two hours east of Vail. Eagle County Regional Airport provides non-stop flights from major markets in the winter, and two in the summer, Dallas/Ft. Worth and Denver with Denver service year-round. NEW: For the first time in the airport’s history, Delta offers daily, non-stop service from Atlanta, Georgia. The flight will operate on a 757 aircraft starting June 5. American launches non-stop service from Chicago O’Hare International Airport on an A319 aircraft beginning June 3. American also offers year-round non-stop service to EGE from Dallas/ Fort Worth and United Airlines will continue daily, year-round service from Denver International Airport. LEARN MORE HERE OTHER RESOURCES: EGE AIRPORT PAGE 22VLMD SUSTAINABILITY EFFORTS VAIL’S COMMITMENT TO SUSTAINABILITY Vail is one of the most beautiful places on earth. Which is why those of us lucky enough to live, visit, and play here care about keeping our footprint small, our resources plentiful, and our contribution to sustainability top of mind. It’s the least we can do for the place we all love. Vail recently received recertification as a Sustainable Destination under the Mountain IDEAL standard. This coveted achievement builds upon the initial certification in 2017 when Vail became the first Certified Sustainable Destination in the United States. The Mountain IDEAL Standard is an internationally recognized set of destination stewardship best practices for resort, rural, recreation and gateway communities. LEARN MORE HERE OTHER RESOURCES: SUSTAINABILITY EFFORTS DOWNLOADABLE RESOURCES OTHER RESOURCES: COVID-19 RESOURCES PAGE 23VLMD COVID-19 RESOURCES COVID-19 BUSINESS RESOURCES View the below page for access to documents and resources relating specifically to Vail businesses. This page will be updated as the COVID-19 situation shifts so be sure to check back often. Content includes: • Printable informational signage • County Business Toolkit • Vail Strong Videos • More VIEW BUSINESS RESOURCE PAGE VIEW VISITOR RESOURCE PAGE CSE/EVENTS UPDATE DiscoverVail.com/Events APPENDIX 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/f0cabb7b3 b (VLMD1203H) Video –Family Active Professionals :15 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 *Updated to remove Village walking shot. Video Assets –Boomer Find What Moves You Family Village Hike :06 Rafting :06 Biking/Nightlife :06 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 Dallas :30 https://drive.google.com/file/d/1eGDxO_KnumSpZT7e OXYljFPJ-oDHHpbj/view Fall :15 *Requires creative optimizations for COVID Fall :30 *Requires creative optimizations for COVID Find What Moves You Fall / All Audience Families Vert 1 https://vimeo.com/510510386/de5cf5bff5 *Requires Creative Optimizations Families Vert 2 https://vimeo.com/510729600/f10225463b *Requires Creative Optimizations Video Assets –9:16 Social Animations Find What Moves You Active Professionals Programmatic Banners -Prospecting Active Professionals Programmatic Banners -Prospecting Active Professionals Programmatic Banners -Prospecting Active Professionals Programmatic Banners -Retargeting Programmatic –Display Boomer Programmatic –Display Family Boomer & Family Programmatic –Retargeting In-Feed –Social Family & Boomer Print Ad DV Progress & Roadmap for Optimizations Aug -Content is updated to be relevant to off season time frame -AB testing and site optimization continues -Goals are established for off season metrics -Goals and KPIs are planned for upcoming year July -Prioritize and implement successful AB tests -Continue to develop content and testing scenarios that improve site metrics and SEO rankings -Update site content to be relevant to season and events June -Begin executing on high value & high effort content updates -Audit site metrics and establish hypothesis for AB tests to support continuous optimization cycle -Boomer and Family landing pages go live May -Continuing to action the foundational content improvements to Improve SEO ranking -Establish automated monthly SEO and analytics reporting -Setup user experience tracking and AB testing tools May Cont. -Eliminate and/or consolidate redundant content -Ensure all pages have CTAs/cross linking & optimize CTA language. -Map & prioritize content for customer segments -Review all content & assess value vs visitor use cases -Develop content calendar to support SEO & continuous content creation