HomeMy WebLinkAbout09. VLMDAC December Meeting PresentationVLMDAC BOARD MEETING
DECEMBER 15, 2022
Agenda
I. MONTHLY FINANCIAL REPORT
II. APPROVALS
•VLMDAC November 17 Minute Approval
•Action Requested of Council
III. INFORMATION & DISCUSSION UPDATES
•Group Sales Update, Kim Brussow, VVP
•Research Update, Cactus
•Winter Paid Media Results, Cactus
•Tier 1/Tier 2/Tactical Assets, Cactus/SITE
•2023 Loyalty Program/Bucket List, BAAG, Cactus
•Vail Signage Concept, Doug Kessler, Town of Vail
•Town of Vail Updates, Mia Vlaar & Jeremy Gross, Town of Vail
•Other Business
•Appendix
MONTHLY FINANCIAL REPORT
MINUTE APPROVAL
GROUP SALES UPDATE
Group Sales Summary - Jan-Nov 2022
2022 Groups On The Books
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 42%Association 25%
Southeast 5%Corporate 37%
Midwest 12%Incentive 8%
West 27%Medical 22%
Northeast 13%SMERF 8%
Int’l 1%
Groups on The Books 2023 & Beyond
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 40%Association 30%
Southeast 10%Corporate 20%
Midwest 13%Incentive 13%
West 20%Medical 30%
Northeast 14%SMERF 7%
International 1%
Leads In The Pipeline
GEOGRAPHICAL % OF
GEOGRAPHICAL
VERTICAL % OF
VERTICAL
Colorado 32%Association 30%
Southeast 12%Corporate 41%
Midwest 20%Incentive 4%
West 16%Medical 18%
Northeast 18%SMERF 6%
International 2%
CVENT Results - YOY Comparison- Jan-Nov
Production YTD 2022 YTD 2021
VVP RFPs 255 153
VVP RNs 83,245 37,221
VVP Value $29,376,245 $13,243,764
Vail RFPs 937 678
Vail RNs 242,880 149,479
Vail Contracted RFPs 166 122
Vail Contracted RNs 20,591 12,935
Vail Contracted Value $9,238,190 $5,407,716
Meetings & Events Incentive Rebate
•As of October 31, 2022, the program received 316
applications.
•178 applications approved for total of $3,805,947 in rebates.
•Eagle County (35) is still second to Denver (70 approved) in
approved applications.
•$4,669,053 still available.
•Program is good through June 30, 2024 or until funds have
been expended.
Meeting Industry Trends
•Planners planning to book more and more events
•Increase in attendees for the first time since pre-pandemic
•Return on time/investment/quality of events, despite rising costs
•Social activism will play a big role on how meetings are planned & venues selected -
social consciousness
•Hybrid event capability - leverage technology
•Refocus on and prioritize health & wellness activities
•Leisure destinations are more attractive than metro areas
•Virtual reality making event planning easier/more efficient - 3D video tours of
properties and destination
•Seeking special venues, outdoor events, unique settings
New Groups & Meeting Website Content
RESEARCH UPDATE
OBJECTIVE & AREAS OF INQUIRY
(Full report in Appendix)
We engaged in a
rigorous qualitative
research study to get in
front of our guests.
We seek to better understand their
travel decision making cycles, their
experience in market, and how we can
use that to better inform not only our
creative and comms, but also
destination development efforts.
OBJECTIVE
Understand why our guests
are coming to Vail in the
summer, what steps they take
to plan their trip, and how their
experience is once they’ve
arrived.
Digital Ethnography
•18 guests recruited in partnership with
Mark and Vail lodging partners
•Process: 4 video diary entries – 1
pre-trip, 2 mid-trip, 1 post-trip; capture
5-10 photos with captions mid-trip of
vacation milestones.
•Platform: Recollective
In-Depth Interviews
•Process: Follow-up interviews with
participants to explore themes
identified in the mobile video
ethnography.
•Platform: Video call
This research allowed us to see
the Vail experience through the
eyes of our guests.
This study focused on understanding our guests’ experiences through
the entire journey.
How and why our
guests chose to visit
Vail in the summer,
what their travel party
looks, other destinations
they considered, what
they are excited about,
familiarity with
marketing, and how the
booked.
Identify the most
memorable
experiences in their
vacation, from the more
epic adventures to the
small moment, discover
areas of friction during
their experience.
If and why they would
return and recommend a
summer vacation in
Vail,how their Vail
experience did or
didn’t live up to their
expectations, timeline
and process for planning
their next trip.
PRE-TRIP PLANNING
Before deciding on Vail, many guests were simply just looking to take
a vacation where they could explore a new destination.
While these guests knew they wanted to take a trip, most did not go in planning
to come to Vail.
These guests only fell for Vail after
researching the potential experiences
they could have in town.
After getting their plans set, first timers and repeat visitors alike were
able to get in vacation-mode and get excited for the coming trip.
Q: What are you most looking forward to while
in Vail?
In summary, there are three primary stages of pre-trip planning.
When thinking of guests’ travel decision making cycle, we see that
While planning may start with logistics, it quickly becomes whimsical.
EARLY TRIP IMPRESSIONS
After settling in, our guests hit the ground running, finally getting to partake in the
experiences they had been planning for months.
Q: Now, upload your favorite picture taken from today. What was special about this picture? Please describe
the experience you captured in this picture. What stood out about the moment that this picture was taken?
How did it make you feel? Etc.
Many participants went out on their planned outdoor adventures to
experience the beauty of Vail they had been pinning to see.
Q: Now, upload your favorite picture taken from today. What was special about this picture? Please describe
the experience you captured in this picture. What stood out about the moment that this picture was taken?
How did it make you feel? Etc.
Others enjoyed getting to celebrate special moments with their friends and
family in a beautiful setting.
Q: Now, upload your favorite picture taken from today. What was special about this picture? Please describe
the experience you captured in this picture. What stood out about the moment that this picture was taken?
How did it make you feel? Etc.
After completing their
activities, guests were left
feeling relaxed and
rejuvenated.
When thinking of guests’ travel decision making cycle, we see that
Their early trip is primarily filled with commitments they could relax after completing.
LATE TRIP ATTITUDES
Q: If you had to describe your trip to Vail in one picture, which would you choose?
While our guests were busy getting settled in and attending to their plans early in
their trips, later in their stay they had the opportunity to explore new experiences.
Q: If you had to describe your trip to Vail in one picture, which would you choose?
While guests had explored outdoor activities earlier in their trip, as their time in Vail
went on they became more and more adventurous.
Our guests adventures were not limited to the trails, as they were surprised by
all of the experiences they could have right in town.
Q: If you had to describe your trip to Vail in one picture, which would you choose?
These unplanned experiences
were the cornerstone on our
guests whimsical trips to Vail.
When thinking of guests’ travel decision making cycle, we see that
While guests planned much of their trip, the unplanned experiences charmed them.
POST TRIP REFLECTION
As we followed up with guests we found that there was a deeper connection
formed on their trips that goes beyond the plans and activities…
They were charmed by the quaintness and European experience that sets Vail
apart from other destinations.
They were moved by the natural beauty they experiences in and around Vail.
But most importantly, their experience in Vail was magical.
When thinking of guests’ travel decision making cycle, we see that
Upon reflection, guests connected to the Vail experience, not the experiences in Vail.
In Behavioral Psychology, this phenomenon is known as
The Peak End Rule: where we judge an experience based on how they felt at the
peak moments, as well as how they felt at the end.
WINTER PAID MEDIA RESULTS
Winter Paid Media Results
Paid Media to support early season winter lodging ran from 11/8 to 12/4. The campaign
utilized display, paid search, and paid social media to reach Front Range guests with a
“Find Dream Lodging Deals” CTA.
Media resulted in $370K in hotel revenue, though we are unable to tell how much of this is
specific to early season.
Hotel Revenue
Hotel Searches Hotel Bookings
$370K
11K 301
Net Spend
Impressions
Media ROI
$94K
16M
$4
Clicks to Book Direct
49K
Winter Paid Media Results (continued)
Channel Breakdown
●Similar to what we saw in the summer campaign, Paid Search and Paid Social were the most
efficient drivers of traffic to the Book Direct portal
●Programmatic display targeted to Colorado skiers saw a CTR above industry benchmark (0.16%
vs 0.08%) Ads targeted to Colorado.com site visitors saw a higher booking rate, likely because
these visitors are in a planning mindset. Out-of-state visitors of Colorado.com saw a higher CTR
(0.10%) compared to Front Range visitors (0.07%)
●CTR for Paid Social ad (0.79%) was slightly higher than summer Paid Social CTR (0.77%), but
below travel industry benchmark (0.90%)
Winter Paid Media Results (continued)
Paid Social is the only channel that featured multiple creatives. Ads speaking to Vail’s 60th Anniversary did
not perform as strongly as ads speaking to same day spa, restaurant and lodging reservations.
For future winter lodging activations, we’d recommend highlighting a unique offer that gives a more
specific reason to book early season.
Social Version 1
(0.84% CTR)
Social Version 2
(0.74% CTR)
Winter Campaign Results (continued)
Winter Campaign Results (continued)
Winter Campaign Results (continued)
Winter Campaign Results (continued)
Winter Campaign Results (continued)
Winter Campaign Results (continued)
Winter Campaign Results (continued)
CACTUS / TIER 1 & 2
TIER 1
TIER 1
TIER 1
TIER 1
TIER 1
TIER 1
TIER 2
TIER 2
TIER 2 / SPA / CACTUS TO SHARE VIDEO
TIER 2
TIER 2
TIER 2 / STYLE / CACTUS TO SHARE VIDEO
TACTICAL ASSETS
Fall Tactical Asset Acquisition
OBJECTIVES
•Fill needs in asset library, specifically focused on Fall
•Shoot specific assets to support website, blogs, email content
EXECUTION
•Jack Affleck shot; pre-production Delphine
•Mix of professional and local talent
Fall Family Patio Meal
Fall Family Creek Play
Fall Family Leaf Play
Fall Friends Hiking
Fall Family w/Toddler Hike
Fall Family Bike Path
Friends Shopping
2023 LOYALTY PROGRAM/BUCKET LIST
Personalized Bucket List Campaign
Goal: To create a campaign that provides engaging and unique
personalized content to potential Vail visitors in exchange for
in-depth customer data that can be used for future targeted marketing
Campaign Approach
Bucket List Brainstorm
Brainstormed ~100 bucket list ideas across four categories
Bucket List Brainstorm Next Steps:
•Board opportunity to provide feedback and new ideas
(https://docs.google.com/spreadsheets/d/1T-pw-MWfkd6UqiabDWVi3vsu7mKC4-hEj3p0losdRz
U/edit#gid=237081503) [Phase 2 tab]
•Email Bob (bob@brown-analytics.com) and Heather (heather@cactusinc.com) with feedback by 12/23
•Finalize list of 50 items for content development
Bucket List Content
Pineapple Digital developing 50 website content pieces to
support the campaign
•15 new pieces
•35 rewritten pieces based on current content on DV.com
•Need to be rewritten to avoid duplicate content on site (bad for
SEO)
•Average length of 150 words per content piece
•Targeted completion 01/15/2023
Next Steps
•December/January
•Finalize content list (50 items)
•Develop content pieces
•Finalize content parameters
•Develop questionnaire
•January/February
•Web experience development
•Develop plan for marketing rollout
•Develop plan for data capture and flow-through
•Testing and launch via owned channels
VAIL SIGNAGE CONCEPT
•See Presentation in Packet
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, January 19, 2023;
Grand View Room
APPENDIX
RESEARCH UPDATE
OBJECTIVE & AREAS OF INQUIRY
We engaged in a
rigorous qualitative
research study to get in
front of our guests.
We seek to better understand their
travel decision making cycles, their
experience in market, and how we can
use that to better inform not only our
creative and comms, but also
destination development efforts.
OBJECTIVE
Understand why our guests
are coming to Vail in the
summer, what steps they take
to plan their trip, and how their
experience is once they’ve
arrived.
Digital Ethnography
•18 guests recruited in partnership with
Mark and Vail lodging partners
•Process: 4 video diary entries – 1
pre-trip, 2 mid-trip, 1 post-trip; capture
5-10 photos with captions mid-trip of
vacation milestones.
•Platform: Recollective
In-Depth Interviews
•Process: Follow-up interviews with
participants to explore themes
identified in the mobile video
ethnography.
•Platform: Video call
This research allowed us to see
the Vail experience through the
eyes of our guests.
We Engaged With A Variety Of Guests Visiting Three Different Vail Lodges.
This study focused on understanding our guests’ experiences through
the entire journey.
How and why our
guests chose to visit
Vail in the summer,
what their travel party
looks, other destinations
they considered, what
they are excited about,
familiarity with
marketing, and how the
booked.
Identify the most
memorable
experiences in their
vacation, from the more
epic adventures to the
small moment, discover
areas of friction during
their experience.
If and why they would
return and recommend a
summer vacation in
Vail,how their Vail
experience did or
didn’t live up to their
expectations, timeline
and process for planning
their next trip.
PRE-TRIP PLANNING
These guests went to vail for a variety of different types
of trips, which demonstrates the broad range of
experience vail offers guests.
Whether they are
die-hard Vail loyalists,
or had commitments in
town, for some, Vail was
a no-brainer.
These guests were familiar
with Vail, and immediately had
plans lined up after booking
their trip.
But before deciding on Vail, many guests were simply just looking to
take a vacation where they could explore a new destination.
While these guests knew they wanted to take a trip, most did not go in planning
to come to Vail.
These guests only fell for Vail
after researching the potential
experiences they could have in
town.
Hear it straight from the source as our guests elaborate on the
decision making process and planning to come to Vail.
Q: In a 60-second video, tell us about how you made your plans for the trip.
Why did you decide to come to Vail? Did you consider going anywhere else instead? Did you get any recommendations or read
any reviews before booking? Where did you book your trip? Etc.
After getting their plans set, first timers and repeat visitors alike were
able to get in vacation-mode and get excited for the coming trip.
Q: What are you most looking forward to while
in Vail?
In summary, there are three primary stages of pre-trip planning.
When thinking of guests’ travel decision making cycle, we see that
While planning may start with logistics, it quickly becomes whimsical.
EARLY TRIP IMPRESSIONS
While our guests were staying at a variety of different lodges…
They were all impressed by their
accommodations from the
moment they checked in.
Q: Please give us a tour of your
accommodation (favorite aspects, best places
to hangout, where you find yourself relaxing,
etc.)
While we have a full analysis of each property in the lodging partner addendums here is
a quick sample of what our guests had to say about their accommodations.
After settling in, our guests hit the ground running, finally getting to partake in the
experiences they had been planning for months.
Q: Now, upload your favorite picture taken from today. What was special about this picture? Please describe
the experience you captured in this picture. What stood out about the moment that this picture was taken?
How did it make you feel? Etc.
Many participants went on their planned outdoor adventures to experience
the beauty of Vail they had been pinning to see.
Q: Now, upload your favorite picture taken from today. What was special about this picture? Please describe
the experience you captured in this picture. What stood out about the moment that this picture was taken?
How did it make you feel? Etc.
Others enjoyed getting to celebrate special moments with their friends and
family in a beautiful setting.
Q: Now, upload your favorite picture taken from today. What was special about this picture? Please describe
the experience you captured in this picture. What stood out about the moment that this picture was taken?
How did it make you feel? Etc.
Finally, some guests just enjoyed getting to see the town for themselves,
rather than in pictures.
Q: Now, upload your favorite picture taken from today. What was special about this picture? Please
describe the experience you captured in this picture. What stood out about the moment that this
picture was taken? How did it make you feel? Etc.
After completing their
activities, guests were left
feeling relaxed and
rejuvenated.
When Thinking Of Guests’ Travel Decision Making Cycle, We See That
Their early trip is primarily filled with commitments they could relax after completing.
LATE TRIP ATTITUDES
Q: If you had to describe your trip to Vail in one picture, which would you choose?
While our guests were busy getting settled in and attending to their plans early in
their trips, later in their stay they had the opportunity to explore new experiences.
Q: If you had to describe your trip to Vail in one picture, which would you choose?
While guests had explored outdoor activities earlier in their trip, as their time in Vail
went on they became more and more adventurous.
Our guests adventures were not limited to the trails, as they were surprised by
all of the experiences they could have right in town.
Q: If you had to describe your trip to Vail in one picture, which would you choose?
While some guests stayed true to their old favorites, many were impressed by
the variety of fresh flavors they found in Vail.
Our guests entered the trip excited about the beautiful outdoor scenery, But left
enchanted with the excitement that the town of vail provided.
These unplanned experiences
were the cornerstone on our
guests whimsical trips to vail.
Hear it straight from the source as our guests elaborate on the unexpected
moments and experiences that charmed them.
When Thinking Of Guests’ Travel Decision Making Cycle, We See That
While guests planned much of their trip, the unplanned experiences charmed them.
POST TRIP REFLECTION
When reflecting on their experience in Vail, a Vast majority of guests reported
that their trip exceeded their expectations.
When asked to give
recommendations on how others
could best experience Vail’s charm
and wonder, they initially defaulted
to activities and plans.
Guest’s were quick to recommend their
favorite activities, restaurants and sights
to see in Vail. Many guest’s recommended
their friends and family to take a gondola
ride, check out the in-town offerings, relax
and rewind at a spa, and to just soak in
the surroundings.
Hear it straight from the source as our guests explain all of the thing to do and
see in Vail as if they were talking to a friend.
But as we followed up with guests we found that there was a deeper connection
formed on their trips that goes beyond the plans and activities…
They were charmed by the quaintness and European experience that sets Vail
apart from other Destinations.
They were moved by the natural beauty they experiences in and around Vail.
But most importantly, their experience in Vail was magical.
When Thinking Of Guests’ Travel Decision Making Cycle, We See That
Upon reflection, guests connected to the Vail experience, not the experiences in Vail.
In behavioral psychology, this phenomenon is known as
The Peak End Rule: where we judge an experience based on how they felt at the
peak moments, as well as how they felt at the end.