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VLMDAC August Meeting PresentationVLMDAC BOARD MEETING AUGUST 18, 2021 Agenda •Monthly Financial Report -Town of Vail, Carlie Smith •Approval of July 21, 2021 Minutes, Board •2021 –Destination Stewardship Plan Updates, Liz Gladitsch –CRM Content Plan, Liz Gladitsch and Kylie Forcinito –Public Relations Quarterly Report, Kristin Yantis, MYPR –Town of Vail Updates –Mia Vlaar, Jeremy Gross, Town of Vail •2022 –Campaign Production & Asset Acquisition Updates, Cactus & SITE –Strategic Plan & Budget Updates, Cactus •Other Business *Requesting specific direction/approval from board MONTHLY FINANCIAL REPORT 2021 Approved Third Supplemental Total Approved 2021 Third Supplemental: $250,000 Additional Asset Capture: $100,000 Destination Management Plan:$150,000 2021 Amended Budget uses $503K of reserves 2021 Projected Ending Fund Balance: $1,575,789 (42% of annual revenues) DESTINATION STEWARDSHIP PLAN 2021 Vail Stewardship Quiz To encourage engagement with and education about Vail’s DSP plan, we are developing a quiz to live on DiscoverVail that tests consumers on how much they know about being respectful, eco- conscious tourists. The quiz is designed to be education-focused. After answering any question, right-or-wrong, the guest will be served more information about the question, driving to key partners like Love Vail to learn more about Vail’s initiatives. Timing: 8/20 -R2 eShare review wires/designs 8/23 -Approval on wires/designs 8/24-9/10 -Development 9/13-9/15 -QA & Content Entry 9/16 -Launch Quiz Feature Release 9/20 -Media will go-live Vail Stewardship Quiz Testing We’ll also be leveraging the stewardship quiz as an opportunity to test which offers are most compelling in prompting guests to provide their email address via an AB test. At the culmination of the quiz, users will be prompted to enter their email with one of the following messages: ●A --Enter your email to be entered for a trip giveaway ●B --Enter your email for a coupon to pick up a VAIL water bottle at a Welcome Center The learnings from this quiz will help us better focus our incentives moving forward. In-Resort Collateral Encourage visitors to be respectful and eco-conscious while in-resort 4x9 Rack Card -7 principles of Leave no Trace (LNT) -Quiz Info -Love Vail guest messaging priorities including Vail with a dog, car free travel, recycling and reusable bottles and ways guests can get involved Timing: -8/16: Content approved-8/20-8/26: Creative / Changes / To Print-9/15: Delivery and Distribution Distribution through VCBA: Welcome Centers, in-resort rack card placements, participating businesses and lodging community In-Resort Enhancements -Create the plan for enhancement of the Welcome Center with more focus on DSP -Develop options for DSP interactive installations -Create educational curriculum for staff / Walking Mountains to implement in 2022 -Timing: -9/15: Work with TOV on enhancement plan -10/15: Present plan to TOV departments -11/15: Start design if budget allows -Welcome Center and Lodging community needs for better guest messaging -Poll lodging/business community on needs -Create collateral to meet those needs and adjust existing collateral and signage -10/1: Poll business community on Summer and Winter -11/1: Create additional creative/messaging needs from poll that are winter related and begin creative for summer 2022 if budget allows In-Resort Public Relations -Monthly column in the Vail Daily –this can include tips for guest stewardship, trail etiquette, etc. We would develop a quarterly content calendar to present to the VLMD and then ghost write these articles for the columnist TBD. We simply need to get the Vail Daily to agree to this –we may need to leverage the ad buy you are suggesting to reserve this space a monthly basis. -Incorporate content into the monthly PR Partners Tipsheet to share messaging on a regularly basis to PR partners in the community. -Develop a stewardship message doc/tipsheet that provides lodging partners with turnkey content they can drop into their own marketing efforts along with ideas on how they can integrate this content into messaging with guests (pre and post arrival). CRM CONTENT PLAN CRM Content Calendar Spring Summer Fall April May June July August Sept Oct Nov Dec Winter Off Season Winter Air (3) Non-Air Summer Post-Visit Survey Air (3) Non-Air All Opened Non Open Winter Survey Summer FallThink Summer Think Winter WinterNewsletter Sign Up Opened Non Open WiFi Sign In Monthly Newsletter Survey Ongoing Campaign, no Segmentation One Time Send with Segmentation Newsletter WiFi Newsletter WiFi Opened Non Open Newsletter WiFi / Age Opened Non Open Multi Open Opened Non Open Multi Open All sends moving forward will include evolving segment testing based on engagement level ie: Links clicked, open vs. not, etc. -Aug: -Opened July: Fall events plus most engaging content from -Newsletter vs WiFi-Not Opened July: Use most engaging content from July email and stronger CTA -Newsletter vs. WiFi -Sept: -Same as Aug -Oct-Opened Aug / Not Opened Aug -Test age range for those ~2k social logins -Nov-Never opened / one opened / multiple opened -Message for unengaged is something simple and driving a click -Dec:-broader engagement message -Same as November CRM Segmentation Plan CRM Results Send Date Audience Open Rate CTR Unsubscribe April 8 All 24.9%3.7%1.1% 5/28 -9/4 to date Summer Welcome WiFi/In-Mkt 35.6%8.9%1.5% May 19 Non-Air 14.4%3%.6% May Chicago Air Air 22.2%2.7%.3% May Atlanta Air Air 20.3%1.5%.8% May Dallas Air Air 19.1%3.7%.7% 6/10 -10/25 to date Post Visit Survey WiFi Login 24.7%8%1.6% June 23 Non-Air 26.9%4.5%.7% June 23 Chicago Air 28.7%4.9%.9% June 23 Atlanta Air 29.3%9.4%.8% June 23 Dallas Air 25.1%4.7%.6% July All 19.5%2.6%.8% April Email Performance Subject/Preview Text 4/8: All:24.9% Open rate The Countdown to Vail ☀Summer Has Begun... Find your wide open space in Vail this Summer Top Performing Content 504: Top 10 Hikes 330: Events 102: Hero Image 64: Refresh & Recharge Learnings -Interest in Summer Content - Consider pushing this message in March -Top 10’s perform well Summer Welcome To Date Subject/Preview Text 5/28 -9/4 35.6% Open rate to date Welcome to Summer in Vail Learn about upcoming events and things to do in Vail this summer. Top Performing Content 292: Events 266: Things to Do 176: Opt Out 101: Dining 43: Welcome Center Learnings -In-resort or immediate send has higher engagement Subject/Preview Text 5/19: Non-Air: 14.4 Open rate 🗓🗓🎉🎉Mark Your Calendar For Vail Summer... 🎉🎉🗓🗓 Your summer escape is right around the corner. 5/19: Chicago Air:22% Open rate Non-stop ✈ORD to Vail/EGE Airport this summer Your Vail summer escape is closer than you think. 5/19: Atlanta Air: 20.3% Open rate Non-stop ✈ATL to Vail/EGE Airport this summer Your Vail summer escape is closer than you think. 5/19: Dallas Air:22% Open rate Non-stop ✈DFW to Vail/EGE Airport this summer Your Vail summer escape is closer than you think. May Email Performance Top Performing Content From Non-Air (largest audience) -152: Craft Beer Classic -108: Events -84: Bravo! Vail -75: Active Prof Itinerary -74: Lodging Learnings -“Mark your calendar” not a strong subject line. -Events continue to perform best Summer Post Visit Survey Subject/Preview Text 6/10 -10.5 24.7% Open rate to date How Was Your Visit to Vail? Your feedback will help Vail to improve your experience for your next visit. Top Performing Content -483: Take Survey (90% coming from button, not Hero Image) -146: Opt out Learnings -Those who clicked followed through with survey completion based on latest survey report Subject/Preview Text 6/23: Non-Air:26.9%Open rate ⛰💦💦Beat the Heat in Vail this Summer 💦💦⛰ Your new summer fling = a week in the mountains 6/23 Chicago Air: 28.7% Open rate ⛰💦💦Beat the Heat in Vail this Summer 💦💦z⛰ Non-stop ✈ORD to Vail/EGE Airport this summer 6/23: Atlanta Air:29.3% Open rate ⛰💦💦Beat the Heat in Vail this Summer 💦💦⛰ Non-stop ✈ATL to Vail/EGE Airport this summer 6/23: Dallas Air:25.1% Open rate ⛰💦💦Beat the Heat in Vail this Summer 💦💦⛰ Non-stop ✈DFW to Vail/EGE Airport this summer June Email Performance Top Performing Content From Non-Air (largest audience) -432: Events -318: Opt Out -164: Music/Entertainment -112: On the Water -107: Lodging -104: Scenic Adventures Learnings: -Strong Subject Line -Events continue to perform best -Not leading with air message performs better (See May Air open rate) Subject/Preview Text 7/27: All:19.5% Open rate Enjoy Summer While It's Still Here You don't want to miss our end of summer line-up. July Email Performance Top Performing Content -548: Opt Out -462: Events -173: Find Your Cool Down -136: Hero Image -114: Check in to Your R&R -95: Build Your Own Adventure -75: Leave no Trace Learnings: -People still interact with content lower down in the scroll but significantly drops off -Events continue to perform best -Look into sending Newsletter Sign ups list separate from WiFi Login to get engagement comparison April Summer Guest August Outline Vail Must Do’s (only in vail) Fall Event Line Up Lodging Top Events in Vail Opened Non-Opened You’re invited - Events Leave no Trace Lodging Planning for Fall April Summer Guest Top Fall Hikes Do you know Before you go? DSP Quiz Events Fresh in Vall Sept Outline Top Fall HIkes Do you know Before you go? DSP Quiz Lodging Deals Most engaging content from Aug Email -Strong CTA Opened Non-Opened PUBLIC RELATIONS QUARTERLY REPORT Media Are Traveling! •Pent up demand for media travel •Individual trips –hesitancy for group trips •Several traveling internationally •Concern over Delta variant –shifting how they travel What They Are Looking For •“Why now” of destinations? New, unique, different, one-of-a-kind •New ways people are traveling, post-COVID ways that destinations catering to visitors Media Landscape Comp Set Coverage Vail Breckenridge Aspen Aspen •Aspen usually does well in Q2 –no Food & Wine. •Post-COVID celebrity travel. •New air service Breckenridge •Top Colorado mountain towns list. •Quandry/14er overuse stories. Vail •Event coverage e.g. GoPro Mountain Games, Bravo! •International feel of Vail during a year when many may travel abroad. •Electric byways. Comp Set Observations Additional Metrics Media Coverage Media Coverage Media Coverage •Fall pitches •August/September media hosting •Discover Vail PR Tipsheet •Travel Classics –November 2021 •2022 planning September Meeting •Influencer report •Mexico PR Additional Efforts/Looking Ahead 2022 CAMPAIGN PRODUCTION & ASSET UPDATES The “Life is But a Dream” Tier 1 shoot will be captured both next week and the following, per the below. ●Drone Capture --Thurs. 8/19 & Fri. 8/20 ○We will capture drone footage of the areas surrounding Vail Village and Lionshead, as well as iconic spaces in both Villages. This footage will serve as the backdrop for most of our spot. ●Shoot Day 1 (VAIL) --Tues. 8/24 ○We will capture our talent practically throughout Vail and capture our key scene at the Arrabelle. ●Shoot Day 2 (DENVER) --Thurs. 8/26 ○We will capture our talent on a green screen in Denver, which will ultimately be superimposed with the drone footage in the edit. Tier 1 Production Updates Tier 1 Wardrobe Specs Our wardrobe is yet another opportunity to establish a “Vail” look with hints of Bavarian or European. Both talent will be dressed in evening attire that feels glamorous, high-end, and made more for the summer months -as if they’re going out for a night on the town. Please see reference images (left), as well as a few caveats below: Woman ●Outfit Color: Lighter, warmer shades—nothing neon or dated ●Hair: Styled down to flow in sync with her dress. Man ●Fit: Suit should be casual with no tie, and unbuttoned at the top. It should be well-fitting, but not too tight. ●Accessories: Support the outfit and don’t distract. ●Hair: Groomed and not slicked back. Tier 2 Assets Update •Casting specs outlined & approved, casting taking place now -Aug. 20 •Location scouting happening now -Aug 27 •Finalizing Wardrobe selections now -August 27 •Pre-production: August 31 •Shooting dates: Sept. 1 -Sept. 2 •TBD -Post-production •TBD -Editing 2022 STRATEGIC PLAN & BUDGET UPDATES 2022 Proposed Budget Annual Marketing Budget $3,555,000 *New One-Time Initiatives $ 460,000 Destination Stewardship Plan $ 185,000 Total VLMD Budget for 2022 $4,200,000 The proposed budget will use $649,000 of fund balance. The 2022 projected ending fund balance is $926,786, 25% of annual revenues. 2022 Proposed Budget Expenditure Increase: + 7.6% from 2021 + 15.6% from 2019 2022 Business Goals Business Goal: Drive business revenue growth in Vail as measured through lodging and sales tax, doing so through increased customer loyalty and driving visitation 2022 Marketing Priorities Build the Relationship: ●Capture Data: Enable the building of a direct relationship with more visitors or prospects to Vail through growth in breadth (# of records) and depth (amount of information per record) of our owned customer database. ●Engagement & Loyalty: Enhance personalized comprehensive customer journey from dreaming through reminiscing to drive engagement, and ultimately foster and reward loyalty to Vail. Brand Stewardship: Positioning Vail as the Premier International Mountain Resort Community and define, support and deliver on the brand in working with partners with the shared brand with Vail Resorts, businesses and lodging and community at large. Optimize Visitation:Target the right customer to maximize longer stays and higher spend while distributing visitation to lower-demand (off peak) time periods and balance guest acquisition and return visitation. Destination Management Leadership:Ensure tourism adds value to the Vail guest and resident community, while protecting and sustaining our natural assets and resources. Partner Operations:Operate more efficiently and effectively with a long-term marketing personalization and customer analytics plan and vision that all VLMD partners are aligned with and accountable for. Analytics, to be used to continuously optimize and improve. Collaboration tools that drives insight and efficiency. A1: 32% A2: 18% B: 30% C: 9% D: 7% E: 4% Budget Percent By Priority A1. Build Relationship - Capture Data A2. Build Relationship - Engagement + Loyalty B. Brand Stewardship C. Partner Operations D. Optimize Visitation E. Contingency / DSP Booking In-Market Post Trip / SharingDreaming / Considering Consumer Journey BookingIn-Market Post Trip / Sharing Dreaming / ConsideringConsumer Journey BookingIn-Market Post Trip / Sharing Dreaming / ConsideringConsumer Journey Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town- owned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty Dreaming / Considering Traditional Media Digital / Social Website PR / Influencer International Assets / Content Considering/ Dreaming Consumer Journey Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town- owned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty Booking Booking Hotel –BookDirect Hotel –Direct with property Groups-Booking Consumer Journey Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town- owned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty In-Market In-Market Welcome Center Events Town-owned Experience Lodging Retail / Restaurants Mountain / VR Consumer Journey Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town- owned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty Post Trip / Sharing Post Trip / Sharing Survey Social Word of Mouth Consumer Journey Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town- owned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty 1:1 Direct Marketing 1:1 Direct Marketing Database Loyalty Email Consumer Journey Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town- owned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty BookingIn-Market Dreaming / Considering Traditional Media Digital / Social Website PR / Influencer International Assets / Content Hotel –BookDirect Hotel –Direct with property Groups-Booking Welcome Center Events Town-owned Experience Lodging Retail / Restaurants Mountain / VR 1:1 Direct Marketing Database Loyalty Email Post Trip / Sharing Survey Social Word of Mouth Consumer Journey Dreaming 57% Booking 10% In-Market 6% Post 5% 1:1 17% Budget by Guest Journey Dreaming / Considering Booking In Market Post Visit / Sharing 1:1 Direct Contingency / Unrelated Fees Contingency / DSP 5% Dreaming 73% Booking 10% In-Market 0% Post 1% 1:1 11% Dreaming / Considering Booking In Market Post Visit / Sharing Contingency / DSP 5% 2021 vs. 2022 Budget Breakout by Guest Journey2021 2022 Dreaming / Consideration Start / New KPI Metric Goal *Create PR and Data acquisition worthy experiences See Dream Trips content detail Discontinue Improve / Enhance KPI Metric Refine media mix -Decrease all paid media, Decrease Front Range shifting more to Destination RODAS for digital Impressions / reach for Traditional TBD Reduce International to align with priorities Improve Website engagement and incorporate Life is But a Dream assets -Further optimizing Things to Do to drive seasonally relevant content -Events Calendar optimization to improve usability Time on site Hot Jar / User feedback Reach / maintain 1:30-2:00 TOS Enhancing web content plan (management, creation, execution) SEO Top 5 Dream Trips •Program Goals: –Build Relationship -Capture Data & Engagement/Loyalty –Brand Stewardship •Definition / Techniques / Approach / Description: –Develop three “Dream Trips” to Vail that illustrate one-of-a-kind, over-the-top vacation experiences. –Promote through integrated marketing efforts -social, electronic marketing efforts and PR. –Each trip also can be given away to drive data capture. •Ideas: ●Dream Season -In conjunction with Four Seasons. ●Music Package –Exploring a private concert with Edwin McCain or guest conductor during Bravo! ●Dining Package –Exploring a partnership with Nobu Matsuhisa. ●Luxury Backcountry –Package Game Creek & backcountry llama, 10th Mountain overnight. ●Driving Package –Inquiring about Lewis Hamilton’s interest/availability. Dream Trips •KPIs: –Ad clickthroughs –Social engagement –Media coverage –No. of packages purchased Start / New KPI Metric Goal Enhanced messaging and inclusion in lodging pre-arrival (DSP, Toolkit Materials) Lodging partner utilization/participation Number of Lodges participating Enlist 50% of eligible Lodges to participate Discontinue Improve / Enhance KPI Metric Developing booking offers and incentives Redemptions Lodge Participation Provide seasonal promotional opportunities through Discovervail.com Refine customer journey and understand signals of intent -Optimization of how users flow through the site driving to key goals (data capture & lodging) -Optimizing data capture with book>direct TBD via Google Analytics funnel report Establish a baseline and develop specific YOY goal Increase group marketing efforts with CVENT Lead generation & retargeting advertisements Increase lead gen by 5% Booking / Pre Arrival Start / New KPI Metric Goal *Developing “Life is But a Dream” Experiences (ie: Dream Pods) See Dream Pod detail on following slides Event Activation Staffing and Materials Attendee engagement / Data collection 30% increase of trip giveaway sign ups *Welcome Center DSP Programming Participation in Welcome Center Programing and increased visitation Discontinue Improve / Enhance KPI Metric Ambient programming to better align with VLMD goals by taking in house (TOV) Events contract structure to better align with VLMD goals Increased data collection from events Alignment with VR on content and promotions In-Market Dream Pods •Program Goal: Incorporate Life is but a Dream campaign into in- resort experience •Definition / Techniques / Approach / Description: -Purchase and install hanging chairs on TOV property and brand them as dream pods, encouraging guests to take a moment to #DreamVail -Have tasteful signage encouraging guests to learn more about “DreamVail” •KPI -100 Social shares -700 QR Code scans Welcome Center •Program Goal: -Guest DSP education -Welcome Center visitation increase -Guest data capture •Definition / Techniques / Approach / Description: •Ideas: -Use 2021 In-Market Enhancement Plan to -Incorporate Walking Mountains Educational Programing -Continue DSP quiz promotion -Create DSP / Love Vail informative, interactive installations -Print •KPI -5% visitation increase to Welcome Centers -Guest participation in Educational Programing Start / New KPI Metric Goal *Conduct in depth consumer interviews Actionable audience insights that advance our personas *User Generated Content Program Engagement and submissions 30 Tier 2 photos Discontinue Improve / Enhance KPI Metric Post Trip / Sharing User Generated Content Program •Program Goal: -Brand Stewardship •Definition / Techniques / Approach / Description: -Generate asset options by calling on local photographers to capture assets following the new brand asset direction/guidelines, with the possibility of the VLMD purchasing these assets for unlimited use in our Marketing/PR efforts •Ideas: -Reach out to local photographers directly with phone/email -PR/Marketing/Social campaign reaching out to local photographers -Provide complete creative direction to ensure submitted shots follow guidelines •KPI –Acquire at least 30 images with 10 winter focus, 20 summer/fall 1:1 Direct Marketing Start / New KPI Metric Goal *Develop Loyalty Program that builds our relationship with consumers See Loyalty on following slides See Loyalty on following slides Discontinue Improve / Enhance KPI Metric *Email automation and personalization, content plan Reduced opt-out rate Increased open-to-click rate Increase # of email campaigns and segments executed 25% reduction in opt-out rate 20% increase in OTC rate 20% more campaigns executed YoY with more than twice the targeted segments Enhancing email and web content plans (management, creation, execution) Engagement and asset quantity Loyalty Program •Program Goal: The goal of a Customer Loyalty program is to increase engagement and retention, and eventually drive advocacy. For the Town of Vail, the goal of a Customer Loyalty program is also to build a direct relationship with visitors that supplements their individual relationships with town partners. •Definition / Techniques: –A Customer Loyalty program is a structured strategy that builds a stronger relationship between brands and their customers –A Customer Loyalty program is NOT necessarily a points-for-rewards program. –Combines use of communication, software, hardware, gamification (in some cases), commercial incentives, marketing tactics, event planning etc. –Uses these techniques to drive particular desired behavior. The key for successful programs is that there is value to the company provided (behaviors, spend, data) in exchange for value to the customer provided (rewards, benefits, status) •2022 Approach: Use 2022 to develop and test potential loyalty program components (incentives) to understand what best drives desired behavior. Longer-term, these behaviors and incentives can be built into a structured program. Planning will focus first on driving sign up and visitation. Loyalty Program Desired Behavior Benefit ●Sign Up ●Visitation ●In Market Engagement ●Show Signals of Intent ●Demonstrate Brand Values ●Increase Booking Frequency ●Increase in-market spend ●Giveaway (swag) ●Preferred Access (early entry, exclusive, etc.) ●Added Value / Upgrades ●“Inside” information ●Ease of booking/planning Loyalty Program Ideas: •A/B/C Reward Test: Drive sign up –Understand lowest possible incentive price with highest perceived value –Test a variety of incentive types (giveaway, added value, etc) to understand implementation effort and scalability •In Market Redemption: Signals of Intent –Understand if offering an in-market swag item for program sign up can be an indication of visitation intent. •Engage and Earn:Emphasize value of content and planning insight –Provide targeted content where engagement (download, survey response, etc.) can earn benefits available on trip (access, discount, etc.) •Sustainability Rewards:Earn value for aligning with sustainability values –Plant a tree, pick up trash, attend a sustainability event, etc. and earn benefits (access, discount etc.) 2022 Planning Timeline / Next Steps •August 18-Sept 14: Updates to approach and noteworthy budget shifts based on approval of 2022 budget •September 15 VLMDAC Board Meeting: Present 2022 Operating Plan after feedback from August meeting for board review and approval •September 21 Town Council VLMD Meeting: Present budget to Town Council (VLMD) for review and approval 2022 Proposed Budget Annual Marketing Budget $3,555,000 *New One-Time Initiatives $ 460,000 Destination Stewardship Plan $ 185,000 Total VLMD Budget for 2022 $4,200,000 The proposed budget will use $649,000 of fund balance. The 2022 projected ending fund balance is $926,786, 25% of annual revenues. TOWN OF VAIL UPDATES Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, September 15, 2021; Vail Town Council Chambers/Virtual Via Zoom APPENDIX Paid Media % of Spend in July 8% July Impressions 5.5M July Clicks 38.9K Total spend to date for 2021 is $526K (29%) Total clicks across media increased MoM as a whole with our Paid Search efforts seeing the biggest increase generating 54% more clicks than June Return on Digital Ad Spend (RODAS) For every $1 we spend in digital paid media, we generate an estimated $26.17 in lodging revenue. This is up from $22.94 last month as our media spend fluctuates and we account for trip planning windows impacting our annual booking data averages MoM Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was estimated using only ADARA Co-op data. Adara Enhanced $26.17 RODAS Website High Level Performance HIGHLIGHTS: -Bounce rate continues to decrease -Time on site is maintaining -Pages per session has increased 5% from previous month -Organic traffic is the number two traffic source, which is up from the 5th spot in June. -20% Increase in site traffic compared to June. CPC and Organic traffic sources can be attributed to this increase in driving traffic. SEO High Level Performance Domain Overview Keyword Overview HIGHLIGHTS: We are showing May 1-July 31st to show improvement over time. Domain Overview shows that the domain authority has improved to 33 (from 31 last month) which increases our estimated visibility and share of voice. Keyword Overview shows that we are making improvements to keyword ranking and moving up to the top 3 spots for 11 keywords (9 last month), and that now more than 50% of our keywords are in positions 1-20. Nice work content team! Fall Refresh 1:27 Across channels, the team is working on transitioning content to Fall in preparation for the changing of the seasons. Below please find a list of many of the updates that we are working through, as well as an additional slide featuring some of the upcoming content. ●Refresh itineraries on DiscoverVail.com to feature fall activities and content ●Develop branded content on Lonely Planet featuring fall content (see next slide) ●Promote fall content via dedicated sends to 5280 audience ●Rotate fall content in on paid social, programmatic and video Lonely Planet The Dreamiest Dining Experiences Vail has to Offer We are developing branded content with Lonely Planet. Our package includes 3x articles (covering the topics below), addressing three (3) key strategic priorities: (1) SEO, due to backlinks from a credible source; (2) promoting off-peak travel in fall; and (3) laying the foundation for our “Dream” campaign. Articles are in development and will be live September. ●Article 1: The Dreamiest Dining Experiences Vail has to Offer ●Article 2: How to Plan the Perfect Autumn Adventure in Vail ●Article 3: Outdoor Activities in Vail for Every Season Note: Image is FPO Fall Content 5280 Email Sends Programmatic Banners