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Home My WebLink About01. VLMDAC July Meeting PresentationVLMDAC BOARD MEETING JULY 21, 2022 Agenda I. MONTHLY FINANCIAL REPORT & 2023 BUDGET FORECAST, Carlie Smith, Town of Vail II. APPROVALS REQUESTED •Winter Strategy, Liz Gladitsch, Town of Vail •August Meeting Date Change, Board •Travel Classics Budget Request, Kristin Yantis, MYPR III. INFORMATION & DISCUSSION UPDATES•RFP Process Update, TOV•Public Relations Update, Kristin Yantis, MYPR•Mid-Year Groups Update, Kim Brussow, VVP•Video Updates, Cactus/SITE/Steep•Asset Acquisition Plan, Cactus/SITE•Campaign Performance Updates•Social Media, Whitney Brofos•Paid Media Report, Cactus •Website, Cactus•Town of Vail Updates, Mia Vlaar & Jeremy Gross, Town of Vail•Other Business VI. MINUTES -ACTION REQUESTED OF COUNCIL•VLMDAC May 19 and June 16 Minute Approval MONTHLY FINANCIAL REPORT & 2023 BUDGET FORECAST Budget Timeline -7/21 Board Meeting: 2023 Budget discussion and projections -7/21 Partner 2023 Planning Session -August Board Meeting: Present Rough Draft Operating Plan to VLMDAC -9/15 Board Meeting: Present Operating Plan as will be presented to Town Council -9/20 Council Meeting: Present Operating Plan -10/20 Board Meeting: Present and approve final Operating Plan and Budget -11/17 Board Meeting: -12/6 Council Meeting: Present final budget OTHER APPROVALS/DISCUSSION TOPICS Winter Strategy 2022 Winter Strategy Discussion -Consider plan for early season if needed using contingency and savings 2023 Winter Strategy Discussion -Consider plan for increased early and late season effort if needed Existing Winter Efforts: -Owned Channels Year Round -DiscoverVail.com -winter specific article creation -SEO -PPC -Lodging specials -Social -CRM August Board Meeting Date Change August meeting needs to change due to Destination Stewardship final focus group. Date options below or discuss others if needed: -Wednesday, August 17, 8:30-11am -Thursday, August 25, 8:30-11am Please have your availabilities ready to share and vote on. TRAVEL CLASSICS BUDGET REQUEST Travel Classics West SEPTEMBER 23 DINNER -Est. 100 attendees -Current budget $25K -Additional request $30K -Transportation -Decor -Entertainment -Rising food costs RFP PROCESS UPDATE RFQ Timelines Lodging Liaison -7/22: RFQ Published -7/29: Questions Due -8/3: Questions Addressed -8/12: Proposals Due -9/15: Vendor Selected at board meeting Project Management -7/22: RFQ Published -7/29: Questions Due -8/3: Questions Addressed -8/12: Proposals Due -9/15: Vendor Selected at board meeting Current Agency Scope RFQ Interested vendors can bid on one, some or all: 1.Full Service Creative Agency 2.Paid Media 3.Website Management 4.Content Strategy and Management -7/29: RFQ Published -8/10: Questions Due -8/22: Questions Addressed -8/31: Proposals Due -10/20: Vendor Selected at board meeting PUBLIC RELATIONS UPDATE Public Relations Update KEY ACTION ITEMS/ACCOMPLISHMENTS •Annual Vail PR Partners Meeting •Development of 6 Dream Trips •Secured Travel Classics West Sept. 22-25, 2022 •Partner Outreach/Meetings MEDIA OUTREACH •What’s New Media Tipsheet •Dream Trips Press Release •Individual Pitching –Sustainability Messages –Outdoor Adventure –New Dining/Outdoor Dining –Events Public Relations Update VISITING JOURNALISTS PROGRAM •4-6 individual visits •4 pre/post TCW Trips (approx. 18 media) TRAVEL CLASSICS WEST •44 freelance writers/waitlist •Travel Editors -AFAR, National Geographic Travel, Departures, Westways, Hemispheres, Shondaland, Monocle, Fodors, Saturday Evening Post, Sierra, Food & Wine, Virtuoso, Conde Nast Traveler, AARP, Travel & Leisure, Garden & Gun, Men’s Journal, Bon Appetit, Wine Spectator •Additional Editor Outreach -Robb Report, GQ, Harper’s Bazaar, TripSavvy, Vogue, BBC Travel •Needs & Observations Q1 Media Coverage Q2 Media Coverage Q2 Media Coverage ASPEN •Aspen Ideas Festival included Christy Brinkley and several supermodels from the 1980s and the festival also included a taped interview with the President of Ukraine •Aspen Music Festival announcement •Food & Wine returns to Aspen. BRECKENRIDGE •Noted in a story that ran on the wire about easy 14ers to start your climbing season. •Several stories about a moose stalking golfers and attacking a running in Breckenridge. •Airlines providing bus connector service to Breckenridge. VAIL •Most coverage was of summer events including Vail Craft Beer Classic, Bravo!, GoPro Mountain Games and Vail Dance. •Dream Trips announcement. •Vail Resorts summer schedule and summer lodging sale. · Dream Trips Coverage MEDIA COVERAGE •394 placements •195M audience reach •Upcoming Placements –Peak Magazine –Luxury Travel Magazine –HotelInteractive.com Sample Placements Sample Placements Sample Placements ●Vail Dance Festival ●Bravo! ●Vail Wine Classic Sample Placements Sample Placements Sample Placements GROUPS QUARTERLY UPDATE Mid-Year YoY Comparison January-June 2019 2020 2021 2022 Total Lead Generation 114 95 132 219 New Lead Generation 110 89 118 205 Cvent Leads to VVP 67 47 77 142 Leads in the Pipeline 38 26 45 111 Contracted Groups 25 10 25 34 Lost Leads 86 104 83 155 CVent Leads -YoY Comparison (Jan-Jun) Sourced Direct to VVP Group Sales 2021 2022 Total RFPs 77 142 Total Room Nights 21,000 49,000 Total RFP Value $7,100,000 $17,000,000 Average Room Nights per RFP 273 345 Average Value per RFP $92,208 $119,718 CVent Leads -YoY Comparison (Jan-Jun) Total Vail Valley Leads 2021 2022 Unique RFPs 348 558 Unique Room Nights 80,841 144,548 Awarded RFPs 49 63 Awarded Room Nights 5,951 9,978 Awarded RFP Value $2,435,986 $4,424,580 Group Sales Summary ●Site Tours (Jan-Jun) -12 visits, 9 booked ●Groups on the Books for 2022 ○Highest % in CO & West Coast/Association & Corporate markets ●Groups on the Books for 2023 & Beyond ○Highest % in CO & Midwest/Association & Medical markets ●Leads in the Pipeline ○Highest % in CO & West Coast/Association & Corporate markets ○44% for 2022, 49% for 2023 & 7% for 2024 & Beyond ○Influx of Village Wide RFP’s -7 in the pipeline with 300-1,500 on peak Colorado M&I Rebate Program Stats Meeting & Events Incentive Program Stats as of June 30, 2022: ($6,169,770 is still available) As of June 30, 2022, the program has received two hundred-forty (240) submitted applications. 119 applications have been approved for a total of $2,444,744.99 in cash rebates. 38 applications are under review. Approved by County Approved by Event Type Top 3: Denver: 48; Eagle: 14; Adams: 9 Jefferson County: 8; Larimer: 7; El Paso: 6; Rout & Summit: 4 each Broomfield & Pitkin: 3 each Boulder, Mesa & Douglas: 2 each Alamosa, Chaffee, Arapahoe, & La Plata: 1 each Montrose, Park, & San Miguel: 1 each Business Meeting: 25 Concert Series: 2 Conference: 51 Exhibition/Trade Show: 2 Festival: 3 Other: 5 Sporting Event: 7 Wedding: 24 Hospitality Trends ●Travel in general is coming back faster than expected –Demand is strong & “Big is Back!” ●Groups are no longer interested in hybrid approach –want in person meetings ●Hotel rates, gas, airfare & car rental pricing continues to escalate, which is impacting group business –reducing duration of meetings, many keeping closer to headquarters ●Compression from rebooked group programs is strongly impacting availability & driving higher rates for our lodging partners ●Planners are being more flexible with dates/pattern ●Booking window still very short term -hesitancy to sign contracts too far out ●Diversity and inclusion are an industry imperative when considering the industry’s growth ●Labor shortages still impacting hospitality industry ○Employees have gotten used to working remote/from home ○Hours & pay aren’t attractive enough to return to frontline positions VIDEO UPDATES Quarterly Video Content ●“From The Source” piece is live on DiscoverVail.com ●Next piece “Rosa” ready to share, launch ●Concepting Art in Public Places piece ●Concepting “From a Locals Perspective” piece Website/Social Video Content ●First round of content all live on Discover Vail ●Next round of content ready to share, launch ASSET ACQUISITION PLAN Tier 1 Approach We’ve seen success with our Life is but a Dream animated assets and we would like to expand our animated library by featuring our new Brand Level / Tier 1 (floating women) that we’ll be building out this summer. However, we are proposing that we approach it a bit differently to gather new learnings by testing on x2 assets to start. This time, we’d like to work with Creyety (https://creyety.com), a visual effects artist who specializes in adding motion to still images using a parallax technique. Tier 2 Approach •We would like to work with a fashion photographer to capture areas of interest to our HNW audience and continue to push & elevate the Vail brand. •X2 scenarios –Vail Style –Spa / Relaxation •:15 vignettes and stills Tier 2 & 3 Approach •Aligning with partners (SITE, Cactus, 20North, MYPR, TOV) to finalize “activity based” photography shot list based on asset library needs that support website content/articles •Determining priorities, where higher production levels are required, including professional (Tier 2) vs. local talent (Tier 3) and minimal production needs •Will approach Jack on his interest in scope of work, finalize timeline and budget CAMPAIGN PERFORMANCE UPDATE SOCIAL MEDIA PERFORMANCE OVERVIEW YOY JANUARY 1, 2022 -JUNE 30, 2022 Impressions 6,405,000 + 11% Engagements 156,873 + 2.2% Post Link Clicks 79,178 75.8% INSTAGRAM | ORGANIC SOCIAL Jnqsfttjpot 39: -882 .79/4& Engagements 6,394 -9% Followers 9,772 +18.6% Engagement Rate 2.2% +29.1% YOY JANUARY 1, 2022 -JUNE 30, 2022 INSTAGRAM | REELS J AN 13 VIEWS -19,908 LIKES -533 COMMENTS -33 SHARES -357 SAVES -76 MARCH 30 VIEWS -7,142 LIKES -203 COMMENTS -9 SHARES -80 SAVES -23 Ubml!bcpvu!b!vojrvf!ejojoh!fyqfsjfodf"! Ibwf!zpv!ifbse!pg!uif!qsjwbuf!Gpoevf! Sbdmfuu!Hpoepmb!fyqfsjfodf!bu! Abmqfosptf`wbjm@ Tb wf !ui jt !q p t u!b o e !e p o ♣u!gpshfu!up!cppl!bo! joujn buf!ejoofs!evsjoh!zpvs!ofyu!tubz" T p n f ! u i j o h t ! u s v mz ! d b o ! p o mz ! c f ! f yqf sjf odf e!jo!Wbjm-!mjl f !ui jt !x psme! gbn pvt!tjhobuvsf!i bvu!di pdpmbu!cz! ui f !A gt wb j mGmbn f!sftubvsbou!☕ INSTAGRAM | REELS J ULY 2 VIEWS -7,183 LIKES -372 COMMENTS -13 SHARES -74 SAVES -38 MAY 18 VIEWS -7,002 LIKES -129 COMMENTS -5 SHARES -60 SAVES -30 Welcome to Piney Lake, one of the Vail Valley’s most beautiful places for several outdoor activities. Reel by @siegtheworld Mark your calendar for Vail's lineup of summer events! With incredible live music concerts, internationally recognized art and cultural events, unique culinary experiences and more, there’s always something happening in the INSTAGRAM | REELS KVOF!32 WJF X T .7-: 98 MJ L F T .261 DPNNFOUT.1 TI BSFT.9 T B WF T .5 B Q S J M!26 WJF X T .5-313 MJ L F T .82 DPNNFOUT.4 TI BSFT.31 T B WF T .5 Summer scenes from atop @vailmtn 🏔🏔 Jg!zp v ♣sf!opu!gffmjoh!uif!tvnnfs!judi! zfu@!Mfu!uijt!jotqjsf!zpv!up!cfhjo! esfbn joh!pg!bmm!ui f!gvo!ui joht!zpv! dbo!ep!evsjoh!zpvs!wjt ju!up!Wbjm!ui jt ! tvnnfs!☀ INSTAGRAM | TOP POSTS JANUARY 1, 2022 -JUNE 30, 2022 INSTAGRAM | DEMOGRAPHICS FACEBOOK | ORGANIC SOCIAL Jnqsfttjpot 7-226-33: ,37& Fohbhfn fout 261-58: : /2 & Post Link Clicks 79,178 75.8% Qbhf!Mjlft 2-734 ,22/5& Video Performance 454,600 Engagement Rate 2.5% YOY JANUARY 1, 2022 -JUNE 30, 2022 FACEBOOK | TOP POSTS JANUARY 1, 2022 -JUNE 30, 2022 FACEBOOK | DEMOGRAPHICS PAID MEDIA REPORT WEB UPDATES Recent Web Initiatives & Updates Dream Trips Promotion & Giveaway Homepage Revamp Summer & Sustainability Summer “Life is but a Dream” Campaign Dream Trip Influencer Giveaway Dream Trips Promotion and Giveaway To further elevate the “Life is but a Dream” theme, we showcased the many dream-worthy excursions Vail has to offer. Through seven exclusive, one-of-a-kind packages, we provided a path for prospective guests to book and/or win their dream getaway to Vail. The Results (Giveaway page) •Campaign duration: 2 months (4/1 -5/30) •Page views:6,590 •Entries:447 entries (62% out of state) –Locations: 37 of 50 states –Top: Colorado, Texas and Florida •New users to database:109 Future Giveaway Considerations: •The most popular package was the ‘Photography’ excursion. Continue to promote dream-like photography on the website and our social channels. •Redirect giveaway page to promotional page Homepage Revamp With a greater focus on our target audience, we redesigned our home page experience—the structure, user interface, and content—to better engage visitors with season-relevant content, stronger calls-to-action, and an elevated, high-end aesthetic. The Results (through 6/30) •Launch date:March 22, 2022 •Pageviews –Pre-launch (3mo): 9,607 –Post-launch: 85,121 (786% increase) –102% increase over same time period 2021 •Unique Pageviews –Pre-launch (3mo): 7,785 –Post-launch: 72,587 (832% increase) –112% increase over same time period 2021 •Returning Users:13% •Time on page:Pre-launch: 50 sec | Post-launch: 43 sec •Bounce rate:Pre-launch: 48.37%| Post-launch: 82.42% Homepage Insights & Recommendations Homepage Insights & Recommendations: •Hero: add CTA and/or visual icon to guide action or scrolling •Consider adding contextual copy below headlines and maintain clear and actionable CTAs. •Make newsletter signup modal more attractive and less intrusive –Ex: different location, allow site to stay visible behind modal, add visual element to modal –Consider adding value offer to newsletter signup HotJar Insights & Recommendations: •‘Things to Do’ and ‘Events’ on the homepage are the most popular nav items, along with the ‘Uncover Inspiration’ carousel feature. Continue refreshing and promoting priority content here. •It may help to clarify the ‘Midweek’ CTA as what season the ‘Events’ pertain to in the first component below the hero. •There’s a lack of activity on the ‘Sustainability’ area. Adding bullet points of what Vail is currently doing / providing a stronger CTA may entice more click throughs here. •Dining is the most popular ‘Featured Activity’. Consider adjusting the order of activities to see if placement or the type activity drives engagement. With the goal of promoting more ‘midweek’ trips to Vail, we created a campaign (display, native, social) to support exciting events and travel opportunities this time of year provides our guests. The Results (6/1 -7/14) •Website Destinations:Midweek article, Travel Tools / Airport page, Events, Homepage –Total pageviews from display: 36,743 –Total pageviews from social: 34,474 •Organic traffic / Pageviews:8,827 –Highest: Events (14.56%) –Lowest: Midweek (0.89%) Insights & Recommendations: •Promote Midweek offerings more heavily. Its lack of organic search indicates it’s a less familiar term and there’s room for growth / to educate our audience on its benefits. We will work with 20North to determine what those keywords are that people are searching for. Summer ‘Life is but a Dream’ Campaign Dream Trip ‘Influencer’ Giveaway We partnered with two influencers, Annie and Jess, to expand our ‘Dream Trip’ reach to a larger audience across their social channels. These partnerships are designed to drive additional engagement among our social audience as well as to test and determine the value of influencer-based content for our initiatives. The Results (in progress): •Page (soft) launch date:6/24 •First promotional post for Annie:July 12 •Page views (7/12-7/14):405 •Entries:218 –Conversion Rate: 54% •Average time on page:2 minutes, 18 seconds •Promotion end date:9/2 –Continue to monitor engagement WoW / when promotional posts go live TOWN OF VAIL UPDATES Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, August TBD, 2022; Grand View Room