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HomeMy WebLinkAbout02a. VLMD January Meeting Minutes Public Notice Vail Local Marketing District Advisory Council Thursday, January 16, 2019 8:30am – 11:30 am Grand View Room Packet Link: In attendance: Beth Slifer, VLMD Laurie Mullen, VLMD Jana Morgan, VLMD Erica Cannava, VLMD Jenn Bruno, TOV Mia Vlaar, TOV Yann Benjamin, Vail Mtn Liz Gladitsch, TOV Jeremy Gross, TOV Kim Brussow, VVP Chris Romer, VVP Scott Strother, Cactus Katie Harker, Cactus Ainslie Fortune, Cactus Liana Moore, Antlers Meggen Kirkham, SITE Susan Proffitt, VVP Sandra Perrig, VVP Laurie Smith, TOV Corrine Baud, MYPR Marrit Zoll, VVP Monthly Financial Report (5 minutes), Carlie Smith November lodging tax collections were $148 K, which is $37 K above last year. YTD: $3.05 million, approx. $144 K or 5% ahead of collections this time last year. Waiting on December info, available at the beginning of February. Expenditures at $3.5 million, or 92% of budget. A few more outstanding invoices to come in. Fund balance currently $818 K, which is 27% of revenue. Beth comment: 27% is great, right in line with what council expects. This is what was budgeted. Beth ? Re: what was budgeted for increase? Reported at 5%, but what was target? Ans. Expected to come in above budget; Revenues budgeted at $3.5 million, and currently at $3.05. December usually comes in approximately $500 k –plus. Approval of December, 2019 minutes (5 minutes), Board Jana comment re: correct notes to add Erica Cannava as present on swearing in. (Name misspelled in one place). Motion to approve w/ correction: Jana /Second: Laurie /Pass: Unanimous Group Sales Update, Kim Brussow, Chris Romer 2019 Highlights – again nominated as “Best of....!” Reporting great numbers and many more village leads coming in, for more village groups coming in 2020 and 2021, which will bring positive financial impact. Group numbers up 4% YOY – continuing to grow numbers; other potential and future groups in pipeline for 2021 – 2023 (see slides) - huge numbers and lots of attendees. Kim hosted a group site tour during the filming of the Hallmark move set in Vail, which had everyone excited. Snapshot of 2019 and alignment with strategic plan – SEE SLIDES Presented recap of their presence and representation on trips. Beth ? Re: numbers for January, groups at 29, last year booked 54 groups. Is this because of lead time and are more expected? VVP expects many more – they have lots of leads and groups to bring for bookings to hotels. New in 2020: FAM coming in July, in discussions with lodging partners. Starting tomorrow, Friday Jan 17, beginning a quarterly GM and Dir of Sales meeting, each time Kim is in town, to facilitate communication and for VVP to work more closely with lodging partners and Vail resorts as a whole to focus on group support. CSAE, SGMP (government group) Upcoming events this quarter = please see slide. Meeting Industry Trends – see slides. Kim discussed some of the trends in the meeting industry, where groups are staying; 12 brand new hotels under construction in Denver. Climate change, sustainability, eco- and social responsibility, diversity & equality, desire for more diverse speakers, contingency plans for safety. CVENT – leading lead generation software available, about 90% of planners use; produces many leads and high conversion. See slide: shows leads generated increase from 2018 to 2019, and comparisons. VVP group reinterates their commitment, bringing their years of combined experience and passion, and they are dedicated to their mission and showcasing this destination as a whole. Jana ? Re: how do you work with Vail Resorts sales? Ans – very closely; Kim would like to demonstrate the process to the VLMD board at some point, they work closely on all aspects of the group business – lodging, activities, venues, etc. They work closely with Stacey Romer to loop her in on all needs, and send leads to VR where it makes the most sense. They work to enhance Vail resorts sales efforts, not compete. This is evolving also as the website is developed. Erica ? Re: conversion reports - agree that this is important. Beth ? - do you track or have data on why groups went elsewhere? Ans. - There is “lost reason” report. Data available from 2013 – request to review this for reasons for lost groups/issues that we can control. VVP can pull reporting on this. The VVP group has a good handle on the lost business and reasons, such as pricing, accessibility to airport, etc. TOV needs to know as well what they can impact. Kim will send this additional reporting info ASAP. Comment re: investment in study of economic impact, impact of civic center. VLMD appreciates as much data as possible. How is not having the center impacting us financially? Additional discussion of possibilities for impact studies, where funding can come from for this, allocating some funds. Kim already has data that shows other locations that have conference centers and impact, and will forward this. Comment that the last study that the town had from architects and an economic group in Denver was very general; need next study to provide more and additional useful data. Lost business reporting is available from 2013. Would like to focus on summarizing entire picture, but really drilling down on last three years. Data and Website Update, Ainsley DiscoverVail.com ! URL secured just before 1/1. Also have a temporary landing page set up. Focusing on launch for March. “Learn more” link currently kicks over to VailSummer page (set up this past year). Working on hosting, etc. Logo and branding update – SEE SLIDES Discussion re: logo, design, colors, etc. This is still being worked out. In discussion about branding and logo, colors, etc for new site. Regarding language and semantics, refer to ourselves as Vail, Vail, CO mountain destination for the official website (separate from TOV and VR.) Yann: comments re: the idea of a singular experience for guests. Concern that a similar but changed experience will be confusing for the guest; should be streamlined, everyone in agreement on providing continuity and a seamless experience. Ideally, sites function as parallel sites, sending users back and forth easily. Beth ? Re: on Vail.com, will you have more content than just impacts the resort? Ie. Bravo, etc. Ans. Yes – components of event calenders with descriptions, and want to provide info with appropriate links. Two VLMD website goals, very different going forward – but user can experience with consistency. VLMD site not winter focused or transactional, VLMD site is about engaging the guest, and finding out more about user behavior. Still working on ensuring guest can be sent back and forth seamlessly; go from one site to another easily. Links for both sites on each, Vail.com, discovervail.com. Ainsley - Introduction of Scott Strother, new Creative Technology Director at Cactus, welcome! ? Re: linking to VVP site. VVP site is Valley wide - Romer – VVP site functions as a portal to other sites. VVP will also help push guests toward discovervail.com just as they do to other community and town sites SEO Analysis and Update – SEE SLIDES Phase one is finished, in phase two. SEO analysis performed looked at how consumers are searching for content, what key words, what information are they seeking? Evaluation taking place so that content can be created from this analysis, and functionality. Moving into last phase of testing, website development and launch - update –SEE SLIDE Described status of design and content, described the process they are going through to develop content; showed examples of the steps to put this together. ? Re: what time of year do guests start looking for summer? Site launch in March, and marketing will target people who are seeking summer and drive them to the site. Mia - This marketing effort will allow for starting earlier to drive guests to site, rather than right at season change. This used to be set up for when the mountain closes and the information communicated would change; this marketing targeting has moved up in the last two years. Romer - comments re: based on decimetrics and VVP data, March seems like optimum time for consumer leisure market, though people are booking year round. In January, about 25-30% of groups and repeat business will be booked-they have much longer lead times. Will continue to optimize timing as they collect data with the new site. Additional discussion and review of content, titles, and categories. Discussion of adding the options to select email blast and communication frequency, and targeting individual interests. ? Re: will weddings info be included with group info on site? Do they think of themselves as a group? Comments and discussion about weddings, groups, where this should live, while not having too many listings or links on top front page menu bar. Weddings likely will stay separate from other groups. ? Susan – re; meetings and groups – where will group leads get sent? Discussion of venue component with pricing, type of event, where to direct guest for detail; additional discussion of content possibilities and resources. VVP should have a group tie-in link. Discussion re: sustainability should have its own section; environentally friendly businesses will be designated in some way. Other ideas discussed: toggle switches, list vs. calendar, search functionality, control of search result listings. ? re: relevancy algorithms? Perhaps once more data is collected, results can sort by what people click on most? Add “things to do in Vail – FREE?” Additional discussion re: where to put things on the site. ? Re: Sustainability – as part of main navigation as well as incorporated throughout the site – still working on this. Refining by how guests search. Navigation needs to be locked in very soon. Continued discussion of content, navigation, and how to narrow and structure this. Welcome centers – include a map link? Vail APP link is included on site, with an option to download. Site is also optimized for mobile use. Laurie - ? Is there any incentive for collecting data? Can guests win a trip? Any piece to incentivize? Ans –this is still being looked at through customer journey and experience research. A benefit of SalesForce is the ability to drill down for customer on what data and content they want. ? Re: money for URL? This was supplemental, approved out of the VLMD budget. $37.5 plus $5 K in escrow = approximate total = $42.5K Lodging Component- see SLIDE Three booking options: 1) Native Solution – all partners listed with individual pages, but booking is direct to lodging partner. Liz would manage; initially envisioned this way, but exploring additional options. 2) Book Direct - (used to be Jack Rabbit) - branded 3rd party aggregation; widget search by date, provides info and dates, but booking option kicks to lodging site. Need more info to understand gap on this option due to many lodging partners not on the site. Upfront and installation costs. 3) Intopia/ Vail On Sale – Option offered by VVP and their Vail on Sale site- branded 3rd party booking engine, booking through Intopia. Looks like our site, but booking through Intopia. Installation costs. Intopia will work with VLMD site coding, etc. Cactus’ recommendation- is Book Direct – (slightly more expensive). First option requires the customer clicking in and out of sites they may be comparing. Discussion re: appeal of working with a partner that is already involved (VVP) - and having all lodging partners, and none missing, as on Book Direct. Discussion of how many lodges might be missing. VLMD would love to have comments from Erica, reflecting lodging perspective. Erica – comments: option #1 - it is difficult for guests to not be able to do meta searches and see overview of availability for their search dates, guests get moved off the site; option #2 – info seems incomplete; option #3 – red flag that they were sold in the last year, but a majority of lodges are using this and it has the search overview functionality that is best for guests. Mia – comments – agree that guests need to be able to search by availability. Additional discussion of these three options; appeal of VVP managing one of these options, need more information. Romer – Intopia model provides some different options; Intopia is willing to work with VLMD on details. Need to fine tune numbers, but options could be 1) separate sales channel within VVP back end, same commisison structure, relatively turn key, low cost model; 2) build your own Intopia model with own logo branding etc, adds a bit higher cost, and 3) have your own completely customized model with whatever commission structure desired. There is quite a bit of flexibility and this is relatively easy for VVP to do – it is beneficial that they are already working with lodges and have these relationships. Mia – comments – VLMD turns to VVP now, as they have the relationships. Option #1 is concerning for that reason – on option #2, who would act as a conduit the way VVP does with option 3? Discussion about options for a commission model, costs – more detail needed on this and logistics to be worked through, so more to come on this. Traditional and Digital SITE Update, Meggen Update on summer event support - Political year makes ads more expensive. So, per recommendations of Amico, they will focus on TV for four key events, and go heavier with event messaging via digital channels. ? What about events that are almost sold out? Ans. - We use criteria to determine support: -Does this showcase Vail, and the Vail brand message? -When does event fall? Is this in a need time period, or not? -Is this a newer event that may need support? Can this grow? Through the bulk of summer when it is busier, focus will be on digital. Discussion of some new elements to events, I.e. to Outlier Festival. Will continue to message all events. Paid Digital Media budget breakdown – SEE SLIDE Media Cadence review – SEE SLIDE – starting in March when website launches, and extending through the fall. Digital Media Strategy Update, Katie Katie provided review of strategy, plans – SEE SLIDE They will be able to gather data through booking and conversion, and remarket content to engaged users. Review of specifics for 2020 plan for digital video. “Twitch” is a new teen opportunity. Watching gamer videos is a huge teen activity. Laurie – comment on ad for Disney, it is very emotional; the ad is about spending time with kids while they are little. (This is exactly what we have been going for with some of the ad discussion.) Try to google and watch this ad. ? Re: about app platforms – Apple TV, Disney plus Is there a space where they are less likely to be exposed to the digital that is a concern? Ans, with the shift to programmatic - we are able to tap into all of those platforms and get across all a wide variety of these platforms. Mobile AI Video – SEE SLIDE - Historically, the 15 second video spots have focused on destination families and front range. This year, we will pivot to focus on Destination Families. Will use opportunity to test how people are reacting to messaging, we are able to look at their online interactions and activities, postings, etc., and can track this. Displays –SEE SLIDE - Reintroducing this segment back into the campaign this year, and will be using display banners to build site traffic. This is an efficient driver for them and they have unique tracking abilities, I.e., users searching for Colorado vacations, can be targeted and refocused back to site after they have left. Displays will target all of audience segments. Paid Social – SEE SLIDE Facebook and Instagram. Updates and changes to tracking and remarketing abilities will keep this a strong platform for use. Not going to be adding Tic Toc, this did not end up as part of their recommendation; they will continue focus on FB and Instagram. PPC and Paid Email – SEE SLIDES The paid email this last year was introduced in July, with summer retail focus and fall push to Front Range. Intend to flip delivery this year and focus more on destination efforts, specific audience. April or May launch for destination efforts Digital Media Budget breakdown – SEE SLIDES - Slide represents graphic breakdown of $68.5 K by tactic 2020 Traditional/ TV Plan Review – Meggen SEE SLIDE for breakdown - Destination markets – 50/50 focus between Dallas and Chicago Discussion of the changes to marketing air, the changes in overall approach to airline guarantees and the growth of the airport; this is a separate piece. Discussion of plans for TV to Dallas and Chicago – targeting very specific messages – this has become very specific (and somewhat creepy!). Dallas – addressable messaging out of home, very targeted, weather messages. Chicago – similar out of home messaging is cost prohibitive, so looking at radio in this market. Traditional 20-sec brand message with 10 second additional message (air specifics, etc ) TV in Front Range – no addressable messaging in FR, this will be cable only with brand messaging and events, SEE SLIDE Also in Front Range, due to thi sbeing a political year, they will go back to out-of-home, which they have not done for years, this is super visual, and has a more efficent reach. Budget review by tactic and message – SEE SLIDE. Timeline Update, Ainsley A bit ahead of schedule. Coming in February – we will share all of creative , going live in March! Beth - Thanks for all of the hard work, sharing all of the data! Speaking for the council, everyone is excited and appreciates all the information and collaboration! CSE Meeting Update, Jana Great meeting; concerns brought up about holding event planners “feet to the fire,” accountability, getting more info from planners, exactly as VLMD as discussed. Discussion re: Mountain Art Collective - they are still working on 6–8 concerts, with a deadline in March. Also planning for Legacy Fighting- which is looking for a date change from May to early June. Better weekend for more success. Last year, very few restaurants businesses were open. Burger Battle also requested a change to one week later. (19 - 21, or 26-28). Van Show – aligns with Outliers, later in September. Jana – comments re: enjoyable meeting, lots of excitement! Mia was able to address concerns and questions about the additional 1.4% proposed lodging tax. Jeremy’s event background is extremely helpful; asked everyone their favorite event. Jana would like to attend again; with a second person which would be great if anyone else wants to go or has signed up. Observed good alignment of VLMD and CSE goals and discussion between the two; this is so beneficial. Intention is to keep up attendance every month, and communication between groups. Thank you to Jana for attndance and engagement! Can Jana plan to attend each monthly Wednesday meeting; and let VLMD know when it conflicts with her schedule so someone else can go? . Jeremy- discussion re: event activation, various ways of getting guest data, emails, such as at Burton events, possibly Go Pro. Need to begin discussion of appetite for setting a budget for this, having a tent, etc. Laurie – comments : efforts were successful in past asking partners for items for a ”grand prize giveaway,” and getting various elements together for a really awesome giveaway package. Jeremy – they will be adding a request to the event funding contracts for a one time send to their databases. Promote free wifi to collect email and data, etc. Mia – will come back with a specific proposal for a budget for a few key events, grand prize request, etc. Make more/ better use of welcome centers. ? Re: Burton givaway on website landing page? ? Re: Can a Vail tent be made to stand out in some way, decorate, some visual component to draw people, etc. Other Business Mia – email from Katie Campbell – new program - Vision Box studio out of Denver. Two-week theater training intensives at Vail Mountain School. Katie will come talk more about this program. Contracts for partners are mostly in hand and being reviewed. February meeting is scheduled during school break - decision to change VLMD meeting from Feb 20 to Feb 27! Vail APP – relaunch – Thank you to Liz for her hard work on this! Liz will be sending an email out, please give feedback. Beth - ? re: where is the issue of putting the lodging tax increase (to be allocated for events) on the ballot – where does this stand? Ans. this will be brought for discussion at council meeting Tuesday, along with the housing ballot intiative, child care, and transit pieces. Not sure where in the agenda exactly, the agenda will get posted. Adjournment Motion to adjourn: Jenn/Second: Yann/ Approval: Unanimous PLEASE MAKE A NOTE: February meeting is scheduled during school break -thus the decision to change VLMD meeting from Feb. 20 to Feb. 27, 2020!