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VLMCAC February Board Meeting PresentationVLMDAC BOARD MEETING FEBRUARY 27, 2020 AGENDA •Monthly Financial Report, Carlie Smith •Approval of January 20, 2020 Minutes, Board •Data & Web Updates, Cactus •Creative Updates, Cactus •Traditional Media Updates, SITE •PR Update on New York/Chicago, MYPR •Supplemental Budget Request, Liz Gladitsch •CSE Meeting Update, Jana Morgan •VLMDAC Tax Initiative, Mia Vlaar •Other Business AGENDA DATA & WEB UPDATE2020PLANNING WEBSITE DEVELOPMENT & LAUNCH •Live website –3/2 •Training document •Web development •Testing •Content management system training •Launch & evaluation PHASE 3 : DEVELOPMENT & LAUNCH DELIVERABLES: WEB/DATA PROJECT WEB/DATA PROJECTSTAGING SITE REVIEW WHOLE PROJECT TIMELINE / PROGRESS SLIDE •Website Development, Launch and Data Capture: •Development –1/6 –1/27 –Complete •CMS Training –2/3 –2/7 –Complete •Data Codes Implemented –2/17–Complete •WiFi Gating –2/21 –Complete •Content Entry –2/3 –2/27 –Complete •Site QA –2/18 –2/28 –In Progress •Salesforce Integration & Testing –2/24 –2/28 –In Progress •BookDirect Integration –2/20-3/23 –In Progress •Site Launch –3/2 –Pending •Data Collection Begins –3/2 –Pending •Audience Building Begins –4/6 –Pending WEB/DATA PROJECT DATA MATURITY MODEL2020PLANNING DATA MATURITY MODEL2020PLANNING DATA MATURITY MODEL2020PLANNING DATA MATURITY MODEL2020PLANNING SALESFORCE DMP UPDATEWEB/DATA PROJECT CRM Advertising 3rd Party Data DMP Website / Email TOV Wifi Event Registration Vail App Sign up Conversion, Path to Purchase, Booking window etc. Paid Media Performance Data CTR, VCR, CPC, etc. DIGITAL MEDIA MARCH LAUNCH TIMING2020PLANNING DIGITAL VIDEO 3/9 3/16 3/23 3/30 DISPLAY MOBILE AI SOCIAL PPC PPC2020PLANNING Vail Resorts and Cactus teams are working in tandem to align the summer paid search builds so that the buys will complement each other’s efforts. DISCOVER VAIL •Summer/fall activities •Summer/fall vacations •Summer/fall events •Things to do •Lodging VAIL RESORTS •Vail brand/resorts •Epic Discovery •Gondola •Deals & packages SUMMER CAMPAIGN2020CREATIVE SUMMER CAMPAIGN2020CREATIVE 2020 Design Approach We are updating the look of the 2020 campaign with a fresh, elegant design: • Incorporating new background and accent colors -cream and gold -that are consistent with the design of the new DiscoverVail.com website. • Utilizing Vail’s standard typography treatment consistently in black, which gives the design a refined air and is also consistent with the website. • Print and banner creative showcases multiple images in layout/animation which allows us to tell a richer story of the Vail experience. VIDEO2020CREATIVE Brand Spot :60, :30, :15 Active Professional Spot :15 PRINT2020CREATIVEPRINT2020CREATIVE PRINT2020CREATIVE OOH: FRONT RANGE2020CREATIVE OOH: FRONT RANGE2020CREATIVE OOH: DESTINATION2020CREATIVE BANNERS2020CREATIVEBANNERS2020CREATIVE FRAME 1 FRAME 2 FRAME 1 FRAME 2 BANNERS2020CREATIVEBANNERS2020CREATIVE FRAME 1 FRAME 2 FRAME 1 FRAME 2 2020 CAMPAIGN GUIDELINES2020CREATIVE MEDIA UPDATEPLANNING PR UPDATEPUBLICRELATIONS NEW YORK MEDIA MISSION •International Media Marketplace (IMM) –"World's Largest Travel Media Event" –700 journalists –Guaranteed 24 appointments –speed dating! –Breakout sessions, meals, receptions •Appointments with media representing various outlets –CBS –The Weather Channel –LA Times –Dallas Morning News –USA Today –Afar –New York Times –Outside –Hemispheres –Robb Report –CNN.com PUBLIC RELATIONS NEW YORK MEDIA MISSIONPUBLICRELATIONS NEW YORK MEDIA MISSION -OBSERVATIONS •Top media questions –What's new and noteworthy for summer 2020? –Are there new, big named chefs or notable restaurants opening? –Are there any new tours, classes or learning opportunities in Vail? •Messages that resonated –Vail's history, why it's a Bavarian village –Hiking with llamas –Hotel happenings/renovations •IMM recommendations –Great to connect with media from all over the country –Opportunity to go in early for individual media visits/Vail dinner and/or lunch –Best of both worlds! •Spring NYC media mission –Assessing based on budget PUBLIC RELATIONS NEW YORK MEDIA MISSION Immediate Results! PUBLIC RELATIONS https://www.youtube.com/watch?v=R3TisX9jUgQ CHICAGO MEDIA MISSION •Partnered with United –United Suite, Bulls Game –13 media/influencers RSVP'd –Media represented •Chicago Tribune •Chicago Sun Times •New York Times •Chicago Life •USA Today 10Best.com •TripSavvy •Hemispheres •American Way •Afar •Midwest Living •Modern Luxury PUBLIC RELATIONS CHICAGO MEDIA MISSIONPUBLICRELATIONS CHICAGO MEDIA MISSION •Initial Media Interest –Freelance writer for Hemispheres –Bavarian connection and new flight –Chicago Tribune –new, non-stop service –Chicago Magazine –new, non-stop service –Alamo Rental Car -"scenic trips" section of website PUBLIC RELATIONS MEDIA INSIGHTS + TRENDS •Specialty publications –REI –uncommon path –AirBNB Magazine •Reimagining monthly magazines –Coastal Living •Freelance challenges –More competition for space –CA Assembly Bill 5 –Side hustles •Vertical integration –Conde Nast –Hearst •More paid, branded content PUBLIC RELATIONS SUPPLEMENTAL BUDGET REQUESTPLANNING CSE MEETING UPDATEEVENTS VLMDAC TAX INITIATIVEPLANNING Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, Thursday, March 19, 2020, Grand View Room