HomeMy WebLinkAbout05. VVP Group Sales Annual Review, 2021VVP GROUP SALES
2021 ANNUAL REVIEW
2021 Group Sales Results
CONTRACTS = 39
8,081 ROOM NIGHTS
$2,210,369 ROOM REVENUE
LEADS GENERATED = 301
LEADS IN PIPELINE = 84
SITE TOURS = 12
5 BOOKED
ADDED TO DATABASE
149 NEW ORGANIZATIONS
168 NEW CONTACTS
LEADS LOST = 185
2021 GROUPS ON THE BOOKS
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 45% Association 19%
Southeast 3% Corporate 36%
Midwest 10% Incentive 3%
West 32% Medical 23%
Northeast 10% SMERF 19%
GROUPS ON THE BOOKS 2022 & BEYOND
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 46% Association 32%
Southeast 11% Corporate 25%
Midwest 11% Incentive 3%
West 18% Medical 29%
Northeast 11% SMERF 11%
International 3%
LEADS IN PIPELINE
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 27% Association 26%
Southeast 16% Corporate 31%
Midwest 13% Incentive 15%
West 25% Medical 13%
Northeast 19% SMERF 15%
YOY Cvent Results
January - December 2021 Reflected
Visit Vail Valley RFP Info 2018 2019 2020 2021
Total RFPs 127 158 69 171
% Copied of RFPs coming to City 15% 20% 19% 20%
Total Room Nights 47,776 50,106 16,134 42,599
Total RFP Value $16,440,882 $19,423,425 $6,698,846 $15,054,610
Average Room Nights per RFP 376 317 234 249
Average Value per RFP $129,456 $122,933 $97,085 $88,039
City Stats (Vail Only)2018 2019 2020 2021
Total RFPs 683 659 287 687
Total Room Nights 186,354 16,634 74,048 144,834
Awarded RFPs 89 98 45 86
Awarded Room Nights 10,385 13,814 4,780 7,538
Awarded RFP Value $3,857,830 $5,300,719 $1,650,591 $3,204,451
2021 Cvent Marketing
Exceed Target of 100 leads to the VVP site
Exceeded Target of 400 Leads to Vail lodging community
1 Diamond Listing – upgrade in placement on Cvent landing page
Banner Ads in Comp Set – Park City, Aspen & Colorado Springs
CVB Copy Feature Tactic
Video Retargeting Campaign with additional Google Display Ads
Added Value in 2021
15% in Retargeting Clicks for a Boost of Exposure (worth $3,521 in
value)
Source “Safe Meetings” Microsite (worth $10,500 in value)
Flat YOY renewal on all placements taking ($30,000 savings)
Google Display Ads on Cvent Landing Page
Meeting & Events Incentives
Meeting & Events Incentive Direct Support Grant: On December 15, the CTO
announced $500,000 in funding awarded through the Meeting and Events Incentive Direct
Support Grant to support four events across the State. The organization recipients are Ouray
Ice Park (Ouray Ice Climbing Event Series), Iron Horse Bicycle Classic (Iron Horse Bicycle
Classic New Segment), the Aspen International Mountain Foundation (United Nations Mountain
Partnership Global Meeting)and Project Brush*(To be officially announced in late
January/early February). This grant provides up to 50% of eligible direct support costs, not to
exceed $200,000 for hosting events in Colorado that take place on or before December 31,
2022. Unlike the Meeting and Events Incentive Cash Rebate, this direct support grant is for
events that affect multiple counties and demonstrate the potential to have a significant impact
on the local economy.
Meeting & Events Incentive Rebate Program: ($7,423,755.13 is still available) As of
December 31, 2021, the program has received 127 submitted applications. Sixty-two (68)
applications have been pre-approved for a total of $1,097,588.87 with an additional $100,000
waitlisted. Six (6) applications are in the review process but awaiting additional documentation
and four (4) applications are in the queue to be reviewed.
M&I Rebate Program Stats
Approved by County Approved by Event Type
Denver: 23
Eagle: 9
Larimer: 6
Adams: 4 ( +1 waitlisted)
Jefferson
County: 4
El Paso & Routt: 3 each
Broomfield, Boulder, Mesa & Summit: 2 each
Alamosa, Chaffee, Douglas: 1 each
La Plata, Park, Pitkin, & San Miguel: 1 each
Business Meeting: 12
Concert Series: 2
Conference: 28
Exhibition/Trade Show: 1
Festival: 2
Other: 3
Sporting Event: 4
Wedding: 16
Destination Analysts Survey Trends
The Omicron variant has and will impact trips. Just 15% of people have trips planned in
January, down from 21% in the previous wave.
Nevertheless, Americans’ enthusiasm for travel is undeterred, with just 33% of people saying
Omicron will impact their travel plans, with more than 67% indicating that it will not.
Optimism for the future remains mixed, with just 28% of people feeling Omicron will impact
their travel in the next six months, though 46% of people believe things will still get worse in
the next month.
The growing wave of infections has caused American travelers to feel an increasing retreat
away from normalcy, with only 38% of people feeling they can travel safely and only 57% of
people feeling confidence in the vaccines’ ability to make travel safer, down from 61% in the
previous wave.
It is encouraging to note that metrics related to travel excitement and interest in travel
inspiration remain relatively strong, at 66% and 61% respectively. Neither metric has taken a
steep drop. Furthermore, 78% of people remain in a “travel state of mind.”