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Home My WebLink About04. SOAR 2021 Summer Lodging Survey AnalysisVLMD 2021 Summer Lodging Survey SOAR Analysis SOAR Analysis Current Strengths - Brainstorm our strengths as a community business and create a list to be refined later. Opportunities – In a similar manner to our strengths, brainstorm the opportunities in our market. Future: Aspirations – Next, brainstorm what we want to achieve in the future.What would inspire us, where should we head, what are our core objectives? Results – Measure what success would look like. What would be associated with our aspirations? Can they be measured? Rating Key: 3.5+: Very good response. Enhance if possible 3.0-3.49: Good response look for ways to improve 2.0-2.99: Merits review and further research > 1.99: Explore options and understand core issue 2021 >or < 2020 *YOY increase/decrease Q1 Rank the VLMD services (1 Not important – 4 Very important) 3.59 < 3.64 Marketing – (90% indicated important or very important) 3.53 > 3.38 Events (*.15 increase) 3.24 = 3.24 Public relations 3.04 > 2.94 Leisure Promotions (*.10 increase) 3.0 > 2.87 Discovervail.com (*.13 increase) 2.97 > 2.74 Group Bookings (*.23 increase) Q2 Rate the VLMD on services offered (1 Does not meet expectations – 4 Exceeds expectations) 2.83 > 2.74 Events 2.55 < 2.76 Marketing (*.21 decrease) 2.48 < 2.78 Public relations (*.30 decrease) 2.42 > 1.96 Lodging communication (*.46 increase) 2.14 > 1.85 Group Bookings (*.29 increase) 2.04 > 1.78 Generating leads to website (*.26 increase) Q3 How familiar are you with Discovervail.com? (1 Not familiar – 4 very familiar) 3.0 > 2.88 (*.12 increase) Q4 Is Discovervail.com effective at promoting lodging reservations? (1 Strongly disagree – 4 Strongly agree) 2.24 < 2.44 (*.20 decrease) Q5 VLMD would like to provide Public Relations for the lodging industry. Is your property currently undergoing or planning any renovations, promotions or new programs? Yes/No If yes, please provide brief details. 62% 0f properties are planning or completing renovations Q6 How relevant is the VLMD efforts to the Lodging sector? (1 Not relevant – 4 Very relevant) 3.18 > 2.72 (*.46 increase) Q7 How well does VLMD promote destination sales in non-winter months; group, leisure, events? (1 Strongly disagree – 4 Strongly agree) 2.91 > 2.6 (*.31 increase) Q8 How well does VLMD represent the lodging sector? (1 Does not meet expectations – 4 Exceeds expectations) 2.88 > 2.56 (*.32 increase) Q9 How well does VLMD communicate with the lodging sector? (1 Does not meet expectations – 4 Exceeds expectations) 2.6 > 2.44 (*.16 increase) Q10 Rate the Vail Lodging Winter Round Table (1 Does not meet expectations – 4 Exceeds expectations) 3. 2 > 2.96 (*.24 increase) Q11 A Town of Vail survey recently distributed a poll regarding tax changes to fund affordable housing and year-round marketing. Do you have a good understanding of these options 71% stated they understood the tax changes to fund affordable housing and year-round marketing Q12 Please select the three most important issues that face the Town of Vail Results 1.) 31% Workforce shortage/availability 1.) 31% Workforce housing 3.) 17% Early Childcare 4.) .07% Parking 5.) .06% Transit/Transportation 6.) .05% Healthcare 7.) .04% Sustainability Q13 Willingness to attend occasional monthly lodging round tables. (Yes or no) 88.2% < 96% Yes, they would be willing to participate (Busy summer)