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HomeMy WebLinkAbout07. Rove Overview, Colorado Consortium Program Offerrovemarketing.ca Date: April,2023 Colorado Consortium Data Program Program Description This proposal is confidential and intended solely for review by the individual or entity to whom it is addressed. It is not intended for distribution without express consent of Rove Marketing Inc.©2023 ROVE MARKETING INC. DRAFT 1.About the Colorado Consortium Data Program (CDP) 2.What’s Does it Include? 3.Price Scenarios and Next Steps 4.About Rove What you’ll discover inside Colorado State Consortium Data Program | 2 T h e C o l o r a d o C o n s o r t i u m D a t a P r o g r a m ( C D P ) Helping DMOs become data driven. Colorado State Consortium Data Program | 4 What challenges does the program solve? The need for accurate and reliable tourism data has never been greater. Yet the cost of leading data and the technology to p rocess it is only getting more expensive. In addition, the resources and capabilities to manage, process, report, and share insights are expensive and difficult to acquire and retain. The CDP addresses these challenges. By aggregating and organizing the buying power of many DMOs that share the same needs, t he CDP offers DMOs more data, better technology, at a lower price. About the Consortium Data Program (CDP) Through a collaborative effort between Visit Boulder and Rove, the Colorado Consortium Data Program was designed with the spe cific needs and priorities of Colorado DMOs –bringing together multiple data sources to offer a turnkey, affordable, easy to use, and standardized data program to help DMOs of all sizes across the state become more data driven. This document provides detail about the type of data, the technology, and the price scenarios. What’s included in the first phase of the CDP? The CDP will launch with the following data sources: •Near Mobile Location Data •Short Term Rental Data •Dean Runyan Economic Impact Model Data •A series of State-level data sources is being evaluate to add to this list and will be confirmed shortly. Long-term Vision Once launched, the CDP can continue to evolve with more data sources added based on the needs of the participating DMOs –delivering even more analytical value, using world leading technology, at very affordable prices. What does it include? Colorado State Consortium Data Program | 6 Colorado DMOs can leverage the world’s most advanced Destination Insights Platform. Rove partnered with Domo to create this complete and easy-to-use business intelligence solution. It combines a tourism data exchange, a data compute engine, and DMO specific apps to transform the ocean of data about your tourism destination into actionable insights to inform better business decisions at every level. Transforming the way Destination Management Organizations manage business + O v e r v i e w o f o u r D e s t i n a t i o n I n s i g h t s P l a t f o r m Tourism Data Exchange: Data integrations with leading global tourism Data suppliers Data Compute Engine: advanced analysis and data management engine to help DMOs get more value from their data. DMO specific apps: Tourism Domo apps purpose built for DMOs accelerating implementation time. Colorado State Consortium Data Program | 7 Data Suppliers Data Processing & Management Geo -Location EnrichmentData Cleaning Segmentation Demographic Enrichment Process Management Controls Admin Reporting & Notifications Metadata Enrichment Website / Web App Embed Destination Insights Data Download Data Distribution Tourist Behavior Analysis Competitive Benchmarking Data Aggregation BI & GIS Platforms Infrastructure-as-a-service to prepare and manage third-party tourism data on a global scale. To u r i s m D a t a I n f r a s t r u c t u r e Colorado State Consortium Data Program | 8 What is Mobile Location Data? Mobile location data is data collected through the usage of mobile apps on your phone. It is completely privacy compliant. It allows tourism organizations to understand where visitors come from, how long they stay, what they do in destination, and their demographic profile. Examples of how it can be used? Engaging Travel Trade As events are returning on the calendar, mobile location data is a key data source to measure who is coming to your event, what are they doing in your destination during the event, how long are they staying, how far are they driving to get to your event, and more. This data is critical in measuring economic impact and understanding how and where to promote your event. With this data, destinations can analyse past year’s events to improve year over year on their advertising and promotional activities. Promoting International Visitors Mobile location data is one of the few data sources that allow you to measure international visitor behavior –especially where visitors drive to your destination. This data will enable destinations to understand visitor behavior patterns across key feeder markets : Canada, UK, Germany, and Australia. It will also provide valuable insights to develop and promote itineraries optimized for each feeder market –proving valuable data and insights to tour operators to help shape their product offering. M o b i l e L o c a t i o n D a t a -N E A R Colorado State Consortium Data Program | 9 Promoting Outdoor Recreation destination and activities Mobile location data is valuable is measuring visitor behavior across outdoor recreational assets. The data allows you to identify first time visitors and compare their behavior against repeat visitors. The data can also help analyze variance in visitation across lesser -known outdoor destinations to help re-direct visitors from more crowded assets. Access to this data will provide the insights needed to direct visitation towards sustainable practices, improve the visitor experience, and ensure the long-term preservation of natural assets. The visitor demographic data appended to the mobile data will further inform marketing activities and help tailor messaging and media buys based on visitor demographic profiles. M o b i l e L o c a t i o n D a t a -N E A R Mobile location data from Near Includes: •2019, 2020, 2021, 2022 historical data •Go forward data for 12 months. •All of Colorado state data, 6 tourism regions •DMO region •20 Destination specific POIs for each participant with option to purchase more for a one-time cost of $100 per POI. Colorado State Consortium Data Program | 10 What is Short Term Rental Data? Short Term Rental Data collects reservation and booking information from AirBNB and VRBOs in a destination. It allows destinations to understand type of units within their region, the occupancy rate of their properties, the average daily rate for each type of rental, and more. Data can be analyzed by geography, time, type of properties and more. Examples of how it can be used? Engaging Travel Trade In order to attract MICE tourism, amateur sporting events and group tour business, it’s become increasing important to offer a selection of accommodation options. Key to this selection is a healthy and abundant short term rental offering. This data provides the DMO with insights to target events when occupancy and ADR is lower and could benefit from more events in the destination. Promoting International Visitors We see increasing demand for short term rentals amongst the international segment. This data will serve to measure the success of your marketing campaigns in driving “heads in beds” from your international visitor. Promoting Outdoor Recreation destination and activities Visitors that choose short term rental accommodations have shown to desire a more local experience –off the beaten path. Correlating your short-term rental data with mobile location data will help monitor the extent to which you are attracting visitors that are interested in outdoor recreation, lesser -known places, all while ensuring the long-term preservation of your natural assets for sustainable visitation. S h o r t Te r m R e n t a l D a t a –A i r D N A Colorado State Consortium Data Program | 11 S h o r t Te r m R e n t a l D a t a -A i r D N A Short Term Rental data from AirDNA Includes: •Property level dataset •Access to view/benchmark against all participating DMOs •Historical data : from 2016 •12-month subscription •Forward pacing data can be purchased at an additional cost. Colorado State Consortium Data Program | 12 C o n s u l t a t i o n S e r v i c e s Optional services provide by RRC About RRC RRC is a research and consulting firm with 40+ years of experience interpreting visitor data for tourism destinations. Based in Boulder, they have worked in every city and resort town in the Colorado. They know Colorado Tourism. Most importantly, their experienced team of analysts know data and how to pull highlights that are most relevant to both DMO decision makers and community stakeholders. RRC is also the official visitor research partner for the National Park Service and has conducted hundreds of tourism surveys and studies across the nation for the NPS as well as state and local DMOs. Destination Insights Reporting Rove is teaming with RRC to offer data interpretation services. The RRC team of experts will interpret the data for your DMO and highlight the key takeaways that are relevant to your team. RRC can help with: • Benchmarking your destination against the statewide visitor market • Tracking key indicators and identify trends in local visitation • Cross tabulating data based on key variables identified for your market • Identifying highlights that are relevant to creating and refining strategies Tailored PDF reports can be designed with graphics in mind to provide a quick read of data highlights. Ideal for board packets, stakeholder meetings or sharing with local media and policy makers. Cost is based on frequency, number of data sources included and any custom reporting needed. Colorado State Consortium Data Program | 13 Intercept & Post Visit Surveys / Economic Impact Studies RRC provides a variety of survey options to measure destination ratings, create visitor profiles, collect spending data, gauge event impacts and more. Even with advanced data options, surveys are still a highly effective and necessary way to learn who is visiting, why they come, how much they spend, how happy they are with their experience and whether they plan to return. + I n g e s t y o u r o w n d a t a i n t o y o u r S h e d ! Organize all your destination data in one place for easy access, better analysis, automated reporting, and stakeholder sharing. There is no limit to the type or amount of data that can be ingested. For those that may want to use the Destination Insights Platform to ingest their own proprietary data, we will be offering an option to purchase a “Shed”. With a Shed, DMOs can ingest their own confidential data such as STR hotel data, economic development data, Keydata, or other. Data that is in the Shed is only accessible by the DMO. Sheds will be available following the initial program launch –as a phase 2 offering. Colorado State Consortium Data Program | 15 Price Chart + Next Steps Colorado State Consortium Data Program | 16 Cost Item Annual Price (000) 5 4 3 2 1 Tourism Data Subscriptions $5 $8 $12.5 $16.5 $19.5 Near Mobile Location Data AirDNA Short Term Rental Data Dean Runyan Economic Impact State-level data (TBC) Platform training and technical support Options AirDNA Forward Pacing Data (Bookings) RCC consulting package Tailored consulting services KeyData State Pricing Coop pricing to come Rove’s Destination Insights Platform Shed 1-year platform license Pricing to come –available in Phase 2 Data Integrations (based on a preset list of data sources) Data Storage Ongoing monthly support (per year) P r i c i n g C h a r t Participant Size The consortium program is designed so it is accessible to all DMOs, large and tiny. Price affordability is a big factor in making the program accessible. Instead of every DMO paying the same price, we have opted to introduce 5 tiers of prices depending on the size of the DMO. Size is determined by annual budget and the number of short -term rentals in the destination. Below are the 5 tiers: Term The costs are for a 12-month subscription. DMOs have the option to renew and cancel after the first 12 months. Tier Annual Budget Range Number of STR units 1 $2,500,000 and more 2000 units or more 2 $1,000,000 -$2,500,000 400 –2500 units 3 $500,000 -$1,000,000 400 –2500 units 4 $500,000 -$1,000,000 Less than 400 units 5 Under $500,000 Less than 400 units Colorado State Consortium Data Program | 17 Are you interested? N e x t S t e p s Colorado State Consortium Data Program | 19 Identify Interested DMOs Approve Contract Implementation begins Program Launch Colorado State Tourism Conference Phase 2 design work begins April May 1 May 15 August 1 September 27-29 About Rove Colorado State Consortium Data Program | 20 Rove is a leading tourism data and analytics company. Tourism organizations & destinations globally rely on our tourism data solutions and industry expertise to navigate change and accelerate tourism economic recovery and growth. Rove was created with the belief that tourism organizations needed a different type of partner to effectively compete in today’s rapidly evolving, data-driven and technology-enabled digital world. A trusted advisor that has been in their shoes, understands the business of tourism, and has the necessary data, analytics, research, technology, digital business expertise, and industry connections to deliver transformative results. And so, we decided to do something about it.We don’t build ads, implement campaigns, or buy media.What we do is help you from the inside out, partnering with you to tackle the tough business challenges of managing a tourism organization and building operational muscle to help you reach your full potential. Founded in 2017, we are fortunate to work with DMOs, industry associations, and large attractions across 5 continents. Rove is a new breed of data and analytics company. A b o u t R o v e How we will help ---and empower –your team: •Become insight-driven to leap past your competition •Grow tourism visitation and revenues amidst increased competition, changing traveler demographics and ever-evolving travel purchase behaviors •Deliver actionable insights that drive more impactful marketing programs to create demand, capture market share, and convert travelers into brand advocates •Build operational muscle and provide the knowledge, tools, and support you need to succeed. Colorado State Consortium Data Program | 21 “Our promise: To help you ask better questions and make better decisions.” James We work exclusively with tourism organizations. Our services and insights platforms are used by over 100 National and Regiona l DMOs, Attractions, and Tourism Associations across 5 continents making us well represented across DMOs of all sizes around the world. Below some of the clients we work with. A b o u t R o v e Experience working with the tourism industry Colorado State Consortium Data Program | 22 New York State Consortium “The Rove team has worked diligently with our entire membership to build out a market intelligence initiative that provides a path to data- driven success with a pricing model that scales to destinations and organizations of every size. With over 50 participants statewide, this Co-Op is far and away our most successful collaboration. We couldn't ask for a better partner.” Bob Provost, President & CEO, New York State Tourism Industry Association rovemarketing.ca Contact:James Sauter, Partner & Co-Founder 416.817.7705 james.sauter@rovemarketing.ca This proposal is confidential and intended solely for review by the individual or entity to whom it is addressed. It is not intended for distribution without express consent of Rove Marketing Inc.©2022 ROVE MARKETING INC.