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Home My WebLink About02. DecemberVLMDACPresentationFINAL-V2.pptxVLMDAC BOARD MEETING DECEMBER 16, 2021 Agenda I. BOARD DECISIONS/APPROVALS •Travel Classics (15 minutes), Kristin Yantis, MYPR •Dream Trips (10 minutes), Kristin Yantis, MYPR II. INFORMATION & DISCUSSION UPDATES •Monthly Financial Report (5 minutes), Carlie Smith, Town of Vail •2022 Planning Update (35 minutes), Cactus •Campaign Production Updates (15 minutes), Cactus •Town of Vail Updates (5 minutes), Mia Vlaar & Jeremy Gross, Town of Vail •Other Business III. MINUTES •VLMDAC November 18 Minute Approval •Action Requested of Council TRAVEL CLASSICS Travel Classics Vail - Fall 2022 Background Premier travel media conference in the world. Connecting top freelance travel writers and editors in North America. Sample 2021 editors: •Jacqui Gifford, editor in chief of Travel & Leisure •Ellen Carpenter, editor in chief of Hemispheres •Jennifer Bortel, media director of The Saturday Evening Post •Melanie Hansche, deputy editor of Food & Wine •Lorrie Lynch, director of features for AARP •Erin Riley, senior travel editor at Outside •Lyndsey Matthews, senior commerce editor at AFAR •George Stone, executive editor, travel, National Geographic Media •Jeremy Tarr, digital editorial director for Fodor’s Travel Travel Classics Vail - Fall 2022 Logistics •Three-night, four-day event •All meals, breakouts hosted by other destinations/hotel sponsors •Dinners are key to showcasing the destination Three Most Recent Conferences •Switzerland - Spring 2022 •Scottsdale - Fall 2021 •Whistler - Fall 2019 –Media Coverage (COVID Impact) •50 stories •25M reach •Approx. $650K in comparable value Travel Classics Vail - Fall 2022 Travel Classics Vail - Fall 2022 What We’ve Done! •RFP for lodging •CTO and Vail Resorts meetings •Brainstorming ways to best showcase Vail throughs sponsor activities •Initial ideas for pre- and post-event media hosting •Discussed idea of Colorado Media Marketplace with CTO Travel Classics Vail - Fall 2022 Funding Request to Host Fall 2022 Meeting •Estimated total cost to VLMDAC - $100,000 (sponsorship fee & dinner) •Total request for contingency funds - $75,000 –Offset $25,000 by… •Shifting $20,000 from PR budget (eliminate NYC media mission, shifts in in-market media visits and hosting dollars) •Minimum $5,000 raised by hosting a Colorado Media Marketplace during the event Potential Additional Funding Sources •$5,000 from VVP recruitment for DMO assistance •Colorado Tourism Office •Vail Resorts Travel Classics Vail - Fall 2022 If Approved, Next Steps •Kickoff with organizer •Work with CTO, VRI to secure additional funding/sponsorship •PR Partners Meeting - announced and develop committee to help showcase businesses throughout Vail •List of local vendors, theme event ideas •Engage restaurant and business community DREAM TRIPS Dream Trips Current Conversations •Four Seasons - Bespoke Knapp Ranch partnership •Vail Resorts - Chalet trip, possible Paragon inclusion •Sonnenalp - Ultimate Bavarian themed trip w/German property Question for VLMDAC •Is the board comfortable with partnering with a property in another destination e.g. the Sonnenalp Germany trip? DREAM TRIPS MONTHLY FINANCIAL REPORT 2022 PLANNING UPDATE Content Approach WHAT THEY WANT: Clear articulation of what personas are thinking, feeling and doing WHAT DO WE SAY: Messages that will resonate across the consumer journey •Tier 1+2: Dream, Brand •Tier 2+3: Activities, Sustainability/Stewardship, Fall, Flights, Events, etc. •Other: Athlete Stories, Featured Businesses/People, Vail Style, etc. •Database Drivers: Giveaways, Added Value/Upgrades, Gated Content, etc. •What’s Hot: Cultural Drivers WHERE WE SAY IT: Messages that will resonate across the consumer journey •Paid: Traditional, Influencer, Digital, etc. •Earned: PR •Owned: Website, Social, In-Resort, etc. WHEN WE SAY IT: Content mapped out across 12 months •Calendar: Use timing to drive briefs to get creators/partners developing content •Cultural: Align with cultural happenings •Offers: Easter and other offers •Critical Timeframes: drive off peak and mid week Next Steps 12-17-12/23: Brief development 12/24-1/20: Partner strategy and tactic development 1/7: Partner Check-in 1/20: Jan Board Meeting - share seasonal strategy direction 2/17: Feb Board Meeting - share tactical plans 3/17: March Board Meeting - share final creative assets 2022 CAMPAIGN PRODUCTION UPDATES Production Report •Brand video edit to be shared during meeting •Tier 2 selects underway TOWN OF VAIL UPDATES Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, January, 2022; Grand View Room/Virtual Via Zoom APPENDIX Return on Digital Ad Spend (RODAS) For every $1 we spend in digital paid media, we generate an estimated $16.93 in lodging revenue. This is up from $16.34 last month as our media spend fluctuates and we account for trip planning windows impacting our annual booking data averages MoM Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was estimated using only ADARA Co-op data. Adara Enhanced $16.93 RODAS Website High Level Performance HIGHLIGHTS: 11/1-11/30: - overall metrics have increased due to winter traffic naturally going to the site. - Organic traffic has moved into the number 2 traffic driver to the site, and we expect this to maintain and increase as we continue to optimize our search efforts. - New visitor are the main audience. SEO High Level Performance HIGHLIGHTS: 11/1-11/30 Organic keywords have increased for the town of Vail. The top 25 keywords we are ranking for in November are listed to the left, and provide the bulk of the search volume driving to the site organically. The top volume term in the first position remains live music. We are developing content briefs and site content that supports winter keywords and attractions in the town of Vail to drive traffic outside of the resort terms. Examples are related to snowshoeing, the Nordic Center, and dog sledding.