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VLMDAC October Meeting PresentationVLMDAC BOARD MEETING OCTOBER 15, 2020 Agenda •Monthly Financial Report, Carlie Smith •Approval of September 17, 2020 Minutes, Board •2020 Results to Date, Cactus •Data Systems Roadmap Update, Bob Brown, Jim Kellen, Mia Vlaar & Liz Gladitsch •Lodge Liaison Update, Mark Herron, Mia Vlaar & Liz Gladitsch •Group Sales Quarterly Report, Kim Brussow •Public Relations Quarterly Report, MYPR •Asset Acquisition Update, SITE Marketing •CSE Meeting Update, Jeremy Gross •Meeting Date Change Discussion, Mia Vlaar & Liz Gladitsch •Vail Resorts Marketing Update, Mia Vlaar & Liz Gladitsch •Other Business MONTHLY FINANCIAL REPORT RESULTS TO DATE HIGH-LEVEL ROLLING METRICS Lodging & Sales Tax May –August 2020 May -August Lodging Tax $510,152 (-25% YOY) May -August Sales Tax $5,402,853 (-24% YOY) Lodging Occupancy May -September 2020 Lodging Occupancy May -September 33% 2020 Vs. 41% 2019 *Note: ADR $255/night 2020 vs. $238/night 2019 Database & Social Cumulative Social Followers Cumulative Email Database 25,538 (+29.5% over last month) (+17% over last month) 2,281 Total Points of First- Party Data with Paid Media in Market 100,000+ Return on Digital Ad Spend (RODAS) •For every $1 we spend in digital paid media, we are generating an estimated $7.54 in lodging revenue •This is up from $6.64 RODAS reported in September = Adara Reported RODAS x 1.72 (weighted for 28% of market) Adara Adjusted $7.54 RODAS Campaign nears completion in September September % of spend September impressions Septemb er clicks 28%8.5M 34.6K 94% of spend through September 30 •11% June •38% July •27% August •6% October 47.1M cumulatively through Sept. 30 179.1K cumulatively through Sept. 30 Front Range Families still booking •While August saw a dip in bookings from Families, September saw an uptick in activity from this audience •Length of stay is much shorter at 1.5 nights on average compared to 2.6 throughout the summer Implication: We’re watching this audience trend across summer and fall months for 2021 campaign. September booking volume declines •Not surprisingly, as we head into the fall, booking volume decreases •Investment decreased 28% from August while booking volume decreased 46% month over month Implication: Moving into 2021, consider media weight and timing based on booking volume. PPC improved in September •Media performance improved 50% from August •CTR improvement mainly stems from broader vacation terms in destination markets as opposed to branded terms in the Front Range •Dallas saw a significant increase in booking volume from August –mainly stemming from hiking, where to stay and general vacation searches •Chicago and Kansas City did not see this trend or much traction in bookings from paid search Implication: Continue to investigate difference in search behavior across markets and what may be driving interest. Website Results for September 2020 Site Visitors Avg. Site Session Site Sessions 48k 37k 1:19 27%decrease in site sessions in September. 66k August 30%decrease in site visitors in September. 52.9k August 30%increase in avg. site duration in September. 1:01 August Website Engagement September 2020 Lodging Searches Newsletter Sign-ups 328 Lodging Referral Clicks *Referrals = click on property in search results page to be directed to property page. 1,2692,405 101% increase in newsletter sign-ups. 163 August 7% decrease in lodging searches in September. 2,608 August 14% decrease in referral clicks in September. 1,487 August Benchmark TOS: Excellent: 3+ min Good: 2+ min Average: 1+ minute When WiFi gating, Email, and other traffic is filtered Avg. Session Duration 2:53 3.4020% Benchmark Bounce Rate: Excellent: < 25% Good: 26% -49% Average: 50%-65% Pages per SessionBounce Rate Benchmark P/S: Excellent: 3+ p/s Good: 2 p/s Average: 1 p/s Website Engagement YTD Qualified Traffic Maintains Lodging Activity •With web traffic and media spend decreasing, lodging searches and referrals remain strong •While overall site visitation decreased by 30%, other metrics didn’t see the same level of impact •Vail Strong continues to be the top page with users spending an average of 4+ min with content (down from 7+ min MoM) •Top Fall Hikes was #2 for average time spent at just under 2.5+ min DATA SYSTEMS ROADMAP UPDATE LODGE LIAISON UPDATE Lodge Liaison -Mark Herron Introduction -3-month plan overview to include: -Organize and execute upon fall lodging virtual round table webinar -SWOT analysis, addressing strengths and short comings of the relationship between the VLMDAC and the lodging community with a focus on marketing -Develop 2-year roadmap outlining specific KPIs and deliverables based upon SWOT analysis, including: -All inclusive Communication Plan -Lodging Meetings schedule and outlines (VLMD, Specific Properties and larger round table meetings) -Website enhancements -Strengthening of CRM and Data Systems -Ensure completion of all determined 2020 deliverables GROUP SALES QUARTERLY UPDATE Q3 2020 Results 45 192 25 127 0 50 100 150 200 250 Groups Booked Leads Generated YTD Comparison –2019 vs 2020 2019 2020 26 Leads in the Pipeline Q4 2020 –Q4 2025 Q1 Q2 Q3 Q4 2020 2 2021 8 4 5 0 2022 0 2 1 1 2023 0 1 1 0 2024 0 0 0 0 2025 0 0 1 0 Tradeshows Attended •January –IPEC Tradeshow •March –MIC Tradeshow Tradeshows Cancelled •March –Houston Rodeo Meeting Planner Event •April –VVP Group Sales Trip •June –MPI/WEC Tradeshow & FICP Education Forum •July –VVP Group Sales Trip & VVP/Vail FAM •August –ASAE Tradeshow –doing virtual tradeshow instead •September –NY Planner Event, IMEX Tradeshow, FICP Fall Symposium •October –GMITE Tradeshow •November –Atlanta Sales Trip & Meeting Planner Event Tradeshows Taking Place in 2020 •October –Destination West & CONNECT Marketplace Travel/Tradeshow Overview •COVID-19 testing at airports •In-state Leisure Travel, Weddings, Smaller Groups of 25-50 •83% of meeting planners now have face-to-face meetings on the books •Rethinking meetings & conventions with live/hybrid/virtual components •Outdoor destinations continue to displace some iconic cities for top spots to visit •Over 40% of American travelers anticipate traveling before the end of 2020 •26.7% of American travelers who travel for business have started traveling again, which is up 24.2% from one month ago •Flexible options for refunds & no change fees for cancellations/re-bookings •Travelers following local policies & politics •DMO role is more important now than ever for both locals and visitors •Working from home likely to extend through the end of 2021 Trends/Data CVENT Jan-Sep YOY Comparison VVP Leads Jan-19 -Sep-19 Jan-20 -Sep-20 % Change YOY Total RFPs 112 58 -48% % Copied of RFPs coming to City 21%23%2% Total Room Nights 32,808 13,832 -58% Total RFP Value $12,175,844 $5,717,226 -53% Average Room Nights per RFP 293 238 -19% Average Value per RFP $108,713 $98,573 -9% Unique Planner Orgs 34 24 -29% Vail Total Leads Jan-19 -Sep-19 Jan-20 -Sep-20 % Change YOY Unique RFPs 544 256 -53% Unique Room Nights 151,619 68,115 -55% Awarded RFPs 106 53 -50% Awarded Room Nights 19,092 5,030 -74% Awarded RFP Value $6,830,489 $2,166,026 -68% CVENT 2020 Monthly Leads Jan Feb Mar Apr May Jun Jul Aug Sep RFP’s 15 7 8 1 2 5 4 7 9 RN’s 2,289 1,600 2,342 60 264 870 484 2,667 3,256 Value $950,805 $607,420 $1,153,478 $12,540 $94,536 $373,382 $240,626 $1,146,477 $1,137,962 •January-March pre-COVID •Steady increase in leads sourced through VVP Group Sales Evolve from a tactical group sales partner to a strategic group sales partner •Continued focus on group/meeting industry, sales/marketing hybrid approach •Work with Lodging Liaison/VLMD to grow tourism related revenues •Hosting monthly meetings with lodging partners, venues, DMC’s •Promote individual properties group deals via DiscoverVail.com and group planner email database •Coordinate destination site tour logistics for lodging partners/members •Shift from tradeshow attendance and lead generation to presenting informative options for the lodging partners •Leverage Cvent & SendSites marketing tools to enhance brand recognition –Video retargeting & geotargeting campaigns –Banner advertisements –CVB copy feature –Email blasts to meeting planners 2021 Preview PUBLIC RELATIONS QUARTERLY UPDATE More Outlets Closing, Ceasing Travel Coverage •O Magazine ceasing print publication, starting 2021 only online •Bike, Surfer & Snowboarder ceased publication Good News! •Travel coverage slowly coming back –more engagement w/media and freelance writers. Need good, timely content! •Travel writers slowly starting to travel again –often market dependent Media Landscape Media Relations •½ dozen media Zoom conference calls/group engagements each month •Ongoing pro-active outreach w/pitches and releases: –Wide open spaces –Top hikes –US locations to travel that feel like international destinations –Fall tipsheet •Fall satellite media tour •Cancelled –Van Show media event Visiting Journalists Program •7 media visits –Front Range/one destination travel writer Media Outreach Media Coverage Media Coverage Sample Media Coverage Media Coverage Media Coverage Comp Set Coverage •Aspen242 •Breckenridge 755 •Vail 234 Aspen •Snowmass mountain biking designation •Virtual summer music camps •Leaf peeping •Negative coverage –Bear attack, non-resident impact on COVID numbers Breckenridge •Wildest, weirdest outdoor art Vail •Fall leaf peeping •Event changes –GoPro, BRAVO, Ford Amphitheater, Vail Dance, etc. •Best waterfalls in Colorado Comp Set Observations Total Reach 216.8M Key Messages •Family 35% •Outdoor Adventures 32% •Art, Music & Festivals 22% •Events 10% •Hotels/Hotel Packages 1% Reach + Key Messages •Discover Vail PR Tipsheet •Coordinate hotel/partner communication •Travel Classics –February 2021 •Media visit(s) •Winter inquires, as needed November Meeting •Influencer report •International PR Additional Efforts/Looking Ahead TACTICAL ASSET ACQUISITION UPDATE Fall Video AND Photo Shoot – •Family hiking in fall leaves •Super Boomer golf in fall leaves •Family & Super Boomers fall dining scene •Family & Super Boomers fall strolling village scene Fall Asset Acquisition Fall Hike Boomers Fall Hike Family Fall Hike Multi Gen Fall Golf Fall Dining Fall Village Stroll/Lifestyle Summer/Fall Video Asset Acquisition A full summer/fall of shooting video!! •Summer Patio –Family/Diversity, Boomer, Multi Generation (Alpen Rose/Sweet Basil) •Summer Village/Lifestyle –Multi Generation, Family, Boomer •Beer Tasting Event –Active Professionals and Super Boomers •Fall Hiking –Family, Boomer, Multi Generation •Fall Dining –Multi Generation •Fall Village/Lifestyle –Multi Generation •Fall Golf –Boomer Summer/Fall Reel: https://vimeo.com/466581415 •Password: summer •Note: content will not be updated until Wednesday 10/14 CSE MEETING UPDATE MEETING DATE CHANGE DISCUSSION VAIL RESORTS MARKETING UPDATE Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, November TBD, 2020; Location TBD