HomeMy WebLinkAbout03. VLMDAC September Meeting PresentationVLMDAC BOARD MEETING
SEPTEMBER 17, 2020
Agenda
•Monthly Financial Report, Carlie Smith
•Approval of August 20, 2020 Minutes, Board
•CSE Meeting Update, Skip Thurnauer
•Data Systems Roadmap Update, Mia Vlaar & Liz Gladitsch
•Lodge Liaison Update, Mia Vlaar & Liz Gladitsch
•2020 Creative Review, Cactus
•Tactical Asset Acquisition Update, SITE Marketing
•2020 Results to Date, Cactus
•2021 Budget & Strategic Operating Plan Update, Beth Slifer & Mia Vlaar
•Other Business
MONTHLY FINANCIAL REPORT
CSE MEETING UPDATE
DATA SYSTEMS ROADMAP UPDATE
$40K was awarded to Brown Analytics Advisory Group (BAAG) and Open
Space to create a Data Systems Roadmap in 2020 to best impact 2021
marketing efforts.
Timeline:
Signed Contract with BAAG Sept. 17, 2020
BAAG/VLMD Partner Meeting Week of Sept. 28
BAAG Assessment 2 weeks
Roadmap Summary Development 2-3 weeks
Roadmap Detail Development 2 weeks
2020 Data Systems Roadmap
LODGE LIAISON UPDATE
The addition of a Lodging Liaison for $12,000 is underway with a target start
date of October 1, 2020.
Timeline:
RFQ Question and Answer Period August 27, 2020
RFQ Due Date September 7, 2020
Candidate recommendations made to VLMDAC September 16, 2020
Candidate selection September 20, 2020
Candidate start date October 1, 2020
2020 Lodging Liaison
2020 CREATIVE REVIEW
Family Digital Banner Creative
Active Professional Digital Banner Creative
Adventure Digital Banner Creative
5280 Magazine June & July
2020 Digital Video / TV
•Joy :30
•Spark :30
•Spark :15
•New Dawn :15
•Fall :30
•Fall :15
Password: summer
Fall messaging in market
through mid-October:
•Front Range Media: digital
banners, social, email, 5280
Magazine, TV
•Public Relations
•Fall Events
2020 Fall
Social Videos
•Piney Lake Dog Days of Summer
•Stand Up Paddle Board
•Grand Traverse Hike
•Biking Grand Traverse
•Hiking Waterfalls
•Fall Biking
•Fall in Vail Colorado
Password: summer
TACTICAL ASSET ACQUISITION UPDATE
Tactical Photos: Dining
Tactical Photos: Dining
Tactical Photos: Event
Tactical Photos: Village Stroll
Tactical Photos: Masks
Tactical Photos Masks
Fall Video Shoot –Happening Mid –Late September
•Family hiking in fall leaves
•Super Boomer golf in fall leaves
•Family & Super Boomers fall dining scene
•Family & Super Boomers fall strolling village scene
Video Asset Acquisition
RESULTS TO DATE
Campaign Goals / KPIs
•Optimize every step of the consumer journey towards VLMDAC goals for
tax revenue and NPS
•Increase consumer engagement to help drive loyalty
•Improve Word of Mouth and NPS Score
•Determine true ROI, or more appropriately ROAS (Return on Ad Spending)
COVID Update
•Nearly 6-in-10 agree that planning a vacation for sometime in the next 6 months would
bring them happiness*.
•Colorado, Alaska and Montana have joined Florida, Las Vegas, California and New York as
some of the top destinations Americans are saying they most want to visit in the next
year*.
•COVID markets
–Colorado: spiked in mid-July but new cases have decreased by 20% over the past 2-3
weeks
–Dallas: as of 7/20, Dallas has been on the decline since the first time in 2.5 months
–KC:cases have been declined 12% in the past two weeks
–Chicago: has seen a rise of late July; we will continue to monitor the market
–New Mexico: instituted a 14-day quarantine for any individual entering the state
* Destination Analysts 8/9 report
Example of Monthly Partner Dashboard
HIGH-LEVEL ROLLING METRICS
Return on Digital Ad Spend+Occupancy
Adara
Reported
$3.50 RODAS
= Adara Revenue Produced / Digital spend = Adara Reported RODAS x 1.72
(weighted for 28% of market)
Adara
Adjusted
$6.01 RODAS
Seasonal Lodging
Occupancy
21.8%
Seasonal Short-Term
Rental Occupancy
41.5%
Destimetrics reported May through July AirDNA Short Term Rental (STR)
reported May through June
Average Daily Rate Remains Strong
Seasonal ADR
$206.33
YOY ADR
Comparison
-6.6%
Lodging Tax
May-June
Lodging Tax
$142,118
(-5% YOY)
Database & Social
Cumulative
Social Followers
Cumulative
Database
13,453
(+61% over last
month)
(+50% over last month)
341
2021 BUDGET & STRATEGIC OPERATING PLAN UPDATE
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, October 15, 2020