HomeMy WebLinkAbout07. VLMD Guiding Document for CSE Funded EventsVail Local Marketing District Advisory Council / Discover Vail
High Level Marketing Priorities and Target Dates for Town Funded Events
The Commission on Special Events collaborates with the Vail Local Marketing District Advisory Council to create a robust
event schedule that supports the goals of the Town of Vail. The VLMDAC encourages strong alignment with marketing
priorities, target markets, visitor profiles, and a data-informed calendar that targets low demand time periods. The CSE
should use the information provided here to ensure the 2022 calendar of events is optimized to reflect efforts of the
VLMDAC and encourage events that are best for the town.
I. 2022 Business Goal and Marketing Priorities
VLMD Business Goal
Drive responsible revenue growth in Vail by focusing on quality of guest, length of stay, and guest spend, along with
effective communication of community values. Measurement continues to be through occupancy and average daily rate,
lodging and sales tax revenues, especially during lower demand time periods.
Marketing Priorities
• Optimize Visitation: Target guests that stay longer, spend more and embrace the destination values, in addition
to targeting specific times of the year with an emphasis on mid-week and shoulder seasons.
• Grow Database and Build the Relationships: Expand our VLMD database, use data to understand our guest,
enhance guest engagement and loyalty by optimizing content and 1:1 personalized messaging.
• Destination Stewardship: Protect our natural assets and resources, while elevating the guest and resident
experience. Educate the Vail guest on best practices for a sustainable Vail. Provide a well-balanced calendar of
special events that drives visitation during low demand time periods.
• Brand Positioning: As per the town council action plan, position Vail as the Premier International Mountain
Resort Community. Reinvigorate the Vail brand through a creative campaign that provoke consumers to feel
excited about and intrigued to visit Vail. Support the community in delivering on the brand promise.
II. 2022 Vail Creative Campaign: Life is But A Dream
The VLMD is launching a new creative campaign in 2022 to elevate and reinvigorate the Vail brand.
The campaign, Life is But A Dream emphasizes the natural beauty and storybook backdrops of Vail.
We will look for synergies between events and the Life is But A Dream campaign when promoting events.
III. Target Audience
- Marketing efforts are focused on three key audiences with varying emphasis during the year
- Priority is Destination (out of state Dallas, Houston, Chicago, New York, etc.) travelers, specifically those who
stay longer and spend more
- Secondary target includes Front Range or drive market less than 500 miles.
Guest Personas
Dynamic Families Super Boomers Active Professionals
IV. Event Sponsorship Priorities
The VLMDAC has identified priorities for the funding and scheduling of 2022 Vail events:
- Data Capture:
o Audience/participant data from the event/event database
- Exposure to/Awareness of DiscoverVail.com.
o Examples include but not limited to:
o Dedicated landing page can be created for specific events on discoverVail.com to educate guest on other
things to do in Vail during the event.
Page to be included in emails, dedicated social posts, SMS text message communication,
signage, collateral, etc.
o Pre-event: email inclusion, dedicated social posts, Vail Sustainability Quiz inclusion
o On-site activation opportunities
o Post Event VLMD Survey
- DiscoverVail.com logo inclusion with trackable links
- Packaging opportunities with lodging properties to be promoted on DiscoverVail.com
V. Targeted Low Demand Time Frames in 2022
Wherever possible, events should be strongly encouraged to take place during the low demand periods as highlighted
below. Mid-week is also a priority.
Holiday Season = December 21, 2021 - January 6, 2022
Off-Peak 1 = January 7 - January 14
MLK (higher demand than Off Peak) = January 15 - January 17
Off-Peak 2 = January 18 - February 18
Presidents Day (higher demand than Off Peak) = February 19 - February 21
Off-Peak 3 = February 22 - March 3 (mid-week need period only)
Spring Break Season = March 4 - April 6
Late Season = April 7 - April 24 Closing Day
Post Season = April 25 - May 26
Early Summer = May 30 – June 30
High Summer = July 1 -- August 18 (weekends not priority however, mid-week is a need period)
Late Summer = August 19 – September 1
Labor Day = September 1 - September 5
Autumn = September 6 - October 8 (mid-week is a need period)
Pre-Season = October 9 - November 10
Early Season = Opening Day November 11 - December 17
Holiday Season = December 18 – January 5, 2023