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HomeMy WebLinkAbout02. Steward VailVail Public Engagement June 2022 VEACJune 28 –29, 2022Steward Vail Public Engagement Sessions –Phase II Project Team Cathy Ritter Founder & CEO Greg Oates Senior Vice President, Innovation Kelly Galaski Sustainable Tourism Specialist Project Team Shirin Jafari Manager, Destination Development MMGY NextFactor Teresa Allan Project Manager MMGY NextFactor Elke Dens Director of Global Programmes The Travel Foundation Rebecca Armstrong Sustainable Tourism Specialist The Travel Foundation Jeremy Smith Climate Specialist The Travel Foundation Paul Ouimet President & CEO MMGY NextFactor Jeremy Sampson CEO The Travel Foundation Project Team DESTINATION STEWARDSHIP An approach that balances community priorities and the environment, while supporting a thriving visitor economy The Goals •Managing the growth of Vail’s tourism economy •Protecting your way of life and the natural environment that you love •Maintaining a world-class experience for your visitors --and for you Secure Town Council approval by Dec. 31 Today’s Agenda Goal: Secure Town Council approval by Dec. 31 Key Takeaways Visitor Perceptions Resident Sentiment Sustainability Update & Table Exercise Extensive Community Consultation •20 1:1 interviews •12 Focus Groups •Community-Wide Public Engagement Workshops •April 27-28: Input (Completed) •June 28-29: Feedback •October 19-20: Validation •Creation of Optimal Value Framework •Town Council consideration: December https://www.engagevail.com/stewardship Key Takeaways: Public Engagement Sessions I Greg Oates, SVP InnovationMMGY NextFactor Facilitation Tool: Mentimeter Mentimeter is an innovative technology to facilitate meetings efficiently and effectively. It is a web-based collaborative and interactive tool that allows individuals to submit and prioritize ideas and actions. •High volume idea generation from which important ideas emerge •The ability to engage a diverse group of individuals, in an anonymous environment to promote honest idea generation, voting and collaboration •A transparent means to immediately compare, prioritize and evaluate ideas to generate consensus and momentum •An effective and time-sensitive means to synthesize and organize ideas directly into strategic plans April 27, 2022 April 28, 2022 April 27, 2022 Workforce & Housing 1.There is a wide range of opinions about the value of local workers living in Town versus down valley. 2.The cost of housing has crossed a tipping point where local businesses can’t operate at full capacity. 3.There is a long waiting list for childcare providers, and many parents are using unregulated help. 4.Local public transit is excellent but there’s significant need for longer hours and extended routes. 5.More can be done to support non-English speaking workers. The Vail Economy 1.More comprehensive data management capabilities will better inform and align decision making in the public, private and civic sectors. 2.Local entrepreneurs and remote workers could potentially help diversify the economy with support from the Town of Vail, in sectors such as technology and health. 3.The seasonal nature of Vail’s economy hampers investment, although many locals seem to appreciate a slower spring. Regional collaboration within Eagle County offers opportunities. 4.Events with global thought leadership will enhance the Vail brand. 5.There is a lack of professional development opportunities locally. Environment & Sustainability 1.There is widespread sentiment that visitor volumes often exceed the capacity of Vail, and there isn’t the data to identify overall social and environmental impacts. 2.Specifically, local trails, wildlife and water quality are under threat. 3.Greater education about sustainability for both locals and residents could significantly improve the local environment and social fabric. 4.It is critical to develop workable solutions for parking and accessibility. 5.Residents argue that destination marketing should be based on promoting local values relating to the region’s environment and way of life. Quality of Life & Experience 1.Prioritize placemaking. Many residents are craving a stronger sense of community where people interact with their neighbors more easily. 2.There is considerable demand for a multi-purpose community center. 3.There is widespread concern about the decreasing percentage of young people living in Vail. 4.Residents are aware that tourism represents the bulk of the economy, but there should be a greater focus on attracting quality over quantity. 5.There is a common feeling that many people have to work so hard to live in Town today that they can’t enjoy the reasons why they moved to Vail. Brand Perception & Consumer Segmentation Study Denise Miller, EVPStrategic Marketing & Research Insights 2022 Sustainability Image Research June 2022 Background & Methodology 20 SMARInsights designed this Sustainability Image research study in collaboration with the Town of Vail to provide valuable information in development of the Stewardship Plan. This research was done within a framework of the competitive environment that is unique to this destination. The research was designed to assess the overall image of Vail from the perspective of recent and potential visitors in order to identify key attitudes and perceptions of the destination, including its strengths and weaknesses. Our research in this area focuses on how a destination is positioned in the context of consumer perceptions vis-à-vis those of key competitors. •Data was gathered via an online survey designed by SMARInsights and the Town of Vail. •The surveys were conducted from April 29th to May 5th, 2022. •National sample providers with demographically representative respondents were used so that the research results can be projected to the population. •Respondents were qualified as adult leisure traveler decision-makers with household income of at least $75,000. •A total of 1,204 surveys were completed in the U.S. SMARInsights Competitive Situation Insights •Key challenges for Vail are the diversity of its image and the competitive situation. Because Vail offers a variety of types of experiences, it is harder to create a cohesive image. •People are interested in visiting Vail for different types of trips, but that actually increases the competitive pressure. The strongest top-of-mind mentions for Vail relate to winter mountain/outdoor adventure trips and luxury resort experiences. •The weakest associations are for summer trips. •But across trip-types there are other destinations that have both stronger top-of-mind image and where consumers are more likely to visit. •The competitive set varies by trip type –although Tahoe (Lake Tahoe) is a strong competitor across the various trip types and has established both strong top-of-mind presence, as well as high levels of likelihood to visit. 22SMARInsights Vail –Overall Image •The positive finding is that Vail’s rating are all in “good” range –except for “is a good value for the money.” •The strongest ratings are for outdoor winter activities, scenery, luxurious resorts, being upscale and offering lots of outdoor activities. •But, as shown with the competitive indices, other destinations have a lot to offer also. •Generally, the indices indicate that there is a great deal of parity in terms of image. •The areas of comparative strength for Vail include outdoor winter activities, luxurious resorts and being an upscale destination. 23SMARInsights Mean rating on a 5-point scale Vail Index to Competition Offers outdoor winter activities like skiing, snowboarding, snowshoeing, etc.4.52 109 Has amazing scenery 4.45 100 Has luxurious resorts 4.37 103 Is an upscale destination 4.34 104 Offers lots of outdoor activities like hiking, biking, etc.4.32 100 Has quality food and wine/dining experiences 4.27 102 Is fun 4.25 100 Is safe 4.24 102 Has unique local restaurants/food 4.12 100 Has high quality attractions 4.11 100 Is a place with lots to see and do 4.09 98 Offers outdoor adventure activities like ziplining, kayaking etc.4.06 98 Is a welcoming and friendly place 4.05 98 Has appealing events 4.02 99 Is a good place for families 4.00 98 Is doing a good job protecting its natural resources 3.99 98 Is welcoming to all people 3.96 98 Has small-town charm 3.91 101 Is a unique vacation experience you can’t get at other places 3.88 97 Is an inclusive place 3.84 97 Has a unique history 3.81 95 Has a variety of hotels/price points 3.77 96 Has interesting cultural experiences 3.76 95 Is a good value for the money 3.46 94 The Competitive Landscape 24SMARInsights Aspen & Vail Tahoe, Park City, Whistler, Telluride, Jackson Hole Yellowstone, Zion, Yosemite, Costa Rica Hawaii •Outdoor Winter Activities •Upscale •Luxurious resorts •Good value for the money •Small town charm •Is a good place for families •Interesting cultural experiences •Unique experiences •Good for families •Good value for the money •Interesting cultural experiences •Unique history •Luxurious resort Travel Motivators Overall •A key question for this process is to understand the importance of sustainability when consumers are choosing a destination –as well as what sustainability means to consumers. •To begin to address this issue, consumers were asked to indicate the motivational appeal of a number of factors. •Only 23% said that a destination’s commitment to sustainability was not motivating –but only 32% said it was “very much motivating.” There are many other factors that are more motivating. 25 15% 17% 31% 32% 37% 37% 38% 40% 40% 40% 40% 41% 45% 56% 59% 62% 68% 82% Availability of cannabis World-class golf Fun nightlife A destination’s commitment to sustainability Intimate inns and romantic experiences Health/wellness and rejuvenation Outdoor adventure opportunities like biking, ziplining etc. World-class resorts Romantic settings Availability of package travel options Shopping Hiking Attractions for kids and the family A lot of culture and history National parks and other outdoor options Amazing food and wine options Destination that is welcoming to everyone Beautiful scenery Very much motivating Destination Sustainability Image •The rating for doing a good job of protecting its natural resources indicates that Vail is below the average of the destinations rated. •In fact, while the rating itself (3.99) is fairly strong compared to destination ratings benchmarks, other destinations get much higher ratings as shown in the indices on the prior slides. •The only destinations to get lower ratings for protecting natural resources were Costa Rica and Aspen. 27SMARInsights 3.89 3.95 3.99 4.02 4.05 4.07 4.19 4.20 4.21 4.21 4.23 4.26 4.41 2.5 2.6 2.7 2.8 2.9 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 5.0 Aspen Costa Rica Vail Jackson Hole/Yellowstone Breckenridge Lake Tahoe Telluride Park City Whistler St. George/Zion National Park Jackson Hole Hawaii Yosemite Is doing a good job protecting its natural resources (5-point scale) Average Good (top 25%) Excellent (top 10%) Sustainability Programs -Visitors 29SMARInsights Program Overall Recent Visitors Difference Availability of locally sourced food and beverages 59%75%16% Refilling stations for reusable water bottles 47%72%25% Destination has a plan to manage its natural and built environment for future generations 50%72%22% High percentage of destination's power source is renewable energy 38%68%30% Walkable, bikeable destination 58%68%10% Support businesses that participate in local sustainability efforts 48%67%19% Availability of recycling 53%67%14% Easy access to electric vehicle charging ports 33%66%33% Ways to reduce carbon footprint through conservation of heating/lighting and other energy uses 42%64%22% Wildlife protection programs, such as seasonal trail closures 52%64%12% Availability of electric vehicle rentals 29%62%33% Destination has a Climate Action Plan 36%61%25% Reusable shopping bag program (disposable plastic bag ban)41%60%19% Destination has received Sustainable Destination Certification recognized by Global Sustainable Tourism Council 31%57%26% Destination has been Top 100 Sustainable Destination designation 31%57%26% Electric buses for visitor use 32%57%25% Opportunity to participate in adopt-a trail programs such as trail cleanup or building opportunities 32%55%23% E-bike share program 24%47%23% Vail & Sustainability •A positive finding is that the rating for how Vail is doing at protecting its natural resources is increasing over time. •Looking at people based on past visitation and when it occurred, there is a clear upward trend in the rating for protecting natural resources. •This suggests that visitors are noticing what Vail is doing, and that this is being reflected in the image of the destination. 30SMARInsights 4.52 4.33 4.27 4.11 3.86 Visited in 2022 Visited in 2021 Visited in 2020 Visited Prior to 2020 Never visited Rating for Protecting Natural Resources Motivating Visitation 31SMARInsights •Among sustainable travelers is a different set of messages that are linked to increased interest in visiting –although there is significant overlap. Protecting natural resources is important to this segment –although being inclusive and welcoming are stronger motivators: —Is an inclusive place —Is a good place for families —Is welcoming to all people —Has high quality attractions —Has appealing events —Is a unique vacation experience you can’t get in other places —Is doing a good job protecting its natural resources •By promoting the image of a charming, upscale destination that is also welcoming and inclusive – and focused on sustainability, Vail has the opportunity to improve its competitive position, while still maintaining differentiation from key competitors. Recommended Next Steps •Complete the Community Input sessions and assess community input and its impact on marketing/targeting •Review recommended messaging/targeting strategy and identify benefits and challenges to pursuing this strategy •Assess current marketing and how well it communicates key messages identified in this research •Develop recommendations on refinements to marketing efforts and materials based on this research, and community input 32SMARInsights Resident Sentiment Survey (Preliminary Findings) Cathy Ritter, Founder & CEOBetter Destinations Resident Sentiment Survey •How do you view tourism and its impact on your community? •What possibilities do you see for tourism to deliver additional benefits to your community? •What are the types of visitors you would like to see in Vail? Take the survey on EngageVail.com/Stewardship Powered by Steward Vail Resident Sentiment Survey Monday, June 27, 2022 Powered by Q1: Are you a resident of Vail? Answered: 677 Skipped: 0 53.62% 31.46% 14.92% 0%10%20%30%40%50%60%70%80%90%100% Year-round Resident (11+ months a year) Part-Time Resident No Powered by Q5: How would you rate the quality of your Vail lifestyle compared with other places in Colorado? Answered: 423 Skipped: 254 Average: 7.90 Powered by Q6: How would you rate the quality of your lifestyle compared with other places in the U.S.? Answered: 418 Skipped: 259 Average: 8.42 Powered by Q13: For tourism to achieve benefits, potential impacts need to be prioritized and managed.How important is each of the following to you? Answered: 424 Skipped: 253 Powered by Q15: What is your age? Answered: 424 Skipped: 253 0.00% 9.43% 19.10% 38.92% 32.55% 0%10%20%30%40%50%60%70%80%90%100% Under 18 18-34 35-49 50-64 65 and over Powered by Q16: How would you describe your gender? Answered: 425 Skipped: 252 47.76% 48.24% 4.00% 0%10%20%30%40%50%60%70%80%90%100% Male Female Prefer not to respond Powered by Q17: How would you describe yourself? (Check all that apply) Answered: 422 Skipped: 255 11.85% 1.90% 2.13% 1.42% 83.65% 3.79% 0.95% 0%10%20%30%40%50%60%70%80%90%100% Prefer not to answer American Indian/Alaska Native Asian Black Caucasian Hispanic/Latinx Native Hawaiian/Other Pacific Islander Powered by Q18: What is your annual household income? Answered: 395 Skipped: 282 1.27% 5.06% 6.08% 11.39% 18.48% 14.94% 42.78% 0%10%20%30%40%50%60%70%80%90%100% <$25k $25K–$54,999 $55K–$74,999 $75K–$99,999 $100K-$149,999 $150,000-$199,999 $200,000 or more Powered by Q19: Do you have children under 18? Answered: 419 Skipped: 258 14.80% 85.20% 0%10%20%30%40%50%60%70%80%90%100% Yes No Powered by Q20: Do you or a close family member work in tourism, hospitality or a related field? Answered: 422 Skipped: 255 45.02% 54.98% 0%10%20%30%40%50%60%70%80%90%100% Yes No Powered by Sustainability Analysis & Optimal Value Framework Kelly GalaskiThe Travel Foundation Powered by Sustainability Analysis •Document, review and analyze Vail’s existing sustainable tourism/destination management initiatives •Benchmark Vail against current global trends, identifying recent case studies and best practices for inspiration •Build on Vail’s progress in addressing GSTC criteria and the Mountain IDEAL standard, diving deeper into areas such as impact management, optimizing tourism’s value and climate action •Utilize the Future of Tourism Coalition’s 13 Guiding Principles as a framework to identify gaps and opportunities in current policies and practices •Develop the Optimal Value Framework as a tool for identifying community benefits of tourism and mitigating negative impacts or unintended consequences Where we are in the Process Sustainability Impact Analysis Collate data from sustainability certification & interviews with members of DS Council Review Initiatives to date against Travel Foundation’s Impact Analysis Framework Feedback and validate with sustainability working group Include opportunities & recommendations into Destination Stewardship Plan Document gaps, draft opportunities and global destination examples Powered by What is it telling us so far? •Vail has implemented and innovated world class solutions and programs to achieve progress in all areas of waste management, energy efficiency, water conservation, transportation, governance, incentive and education programs for residents and businesses •The Mountain IDEAL program has been a key impetus for new initiatives and making progress, for example, toward electrifying snowmelt system and undertaking this DSP process, and creating the cultural heritage committee and attraction protection plan. •Key persistent challenges remain, as well as future risks. These are the areas we will focus on to try to find potential solutions Powered by What are some of these key areas? Equity & Accessibility: The link between social issues of labor shortage, high cost of living and risks to the economy is clear. For example, if businesses do not have enough (happy) staff, they cannot deliver the world class service visitors expect. Tourism-funded benefits like the transit system are not always accessible by those who need it most. Participation in Sustainability Initiatives: A low participation rate (often due to financial and time barriers) in programs and incentives, among residents and businesses, is inhibiting progress in areas of energy, water, and waste efficiency. For example, about 10% of businesses are certified by Actively Green. Compliance & Enforcement:Many of the right rules and regs are in place, but there are challenges around enforcement and compliance and awareness that inhibit effectiveness of the policies. For example, seasonal closures meant to protect wildlife being disrespected. Climate Change: Climate change and mountain tourism’s dependence on certain climate conditions threatens Vail’s tourism economy and quality of life. Participating in climate action (such as by signing onto Eagle County CAP) as well as adapting for future changes will be critical. Powered by 1) What value can tourism bring to your community’s vision? 2) Which are your highest priority impacts? (pos and neg) 3) How can we dial up/down those impacts? What are the trade-offs? Feed the recommendations into broader planning Rethinking value Optimizing Tourism’s Contribution Powered by Virtual Public Session June 6 •At the workshops, and in the survey, we ask you what you value most. •Tourism has the potential to contribute positively and negatively to each of these areas. So what is most important to prioritize in Vail? •We can see that for June 6 session Social and Environment were almost equally rated Finding the balance between economic goals while optimizing for quality of life and a healthy environment will be the aim of our work on the plan. Powered by Optimizing Tourism’s Value: A chance to contribute to the plan! How does Vail create the optimal balance between the needs of the community, environment, and its tourism economy? In the table exercise, your group will review both the potential negative impacts (or costs) of tourism and desired positive impacts (or benefits) of tourism. Then you will put yourself in the shoes of Vail policy-makers to decide the most pressing priorities. ●For example, costs include:trash, congestion, parking pressures, increased cost of living, wildlife conflicts, etc. ●For example, benefits include: amenities, medical services, transportation, community events, conservation, etc. This will help us develop objectives and new measures to incorporate into the destination stewardship plan. Powered by Instructions Exercise 1: Identification of Costs and Benefits (5 minutes) Review and add to the lists of challenges and benefits on your table. You will be working from a list of challenges and benefits identified in the April workshops and from the ongoing resident survey. Take this time to ensure that the list is complete. Exercise 2: Prioritization (15 minutes) Top 5 Costs/Negative Impacts: Acting as Town Council on behalf of the community of Vail, select the top five costs of tourism as your priorities. These are the top items that you would take care to address, whether through action or funding. Top 5 Benefits/Positive Impacts: Now select the top five benefits to prioritize for funding and attention to improve or maintain quality of life for all in Vail. TO DO: Write your top five priorities from each side on chart paper for sharing out with the group. Exercise 3: Report-out (10 minutes)Table by table one person from group will share with full room Discussion & Wrap-up Thank you Questions?