HomeMy WebLinkAbout01. VLMDAC April Meeting PresentationVLMDAC BOARD MEETING
APRIL 20, 2023
Agenda
I. MONTHLY FINANCIAL REPORT (5 minutes), Carlie Smith, Town of Vail
II. APPROVALS
●VLMDAC March 16 Minute Approval
III. INFORMATION & DISCUSSION UPDATES
●Media & Creative Update (5 minutes), Miles
●Content Plan (10 minutes), Miles
●Quarterly PR Report (20 minutes), Kristin Yantis, MYPR
●Quarterly Group Sales Report (10 minutes), Kim Brussow, VVP
●Michelin (20 minutes), Mia Vlaar, Town of Vail and Tim Wolfe, CTO
●Stewardship Roadmap Review (15 minutes), Mia Vlaar, Town of Vail
●First Supplemental Request (65 minutes), Liz Gladitsch, Town of Vail and Partner Group
●Town of Vail Updates Mia Vlaar & Jeremy Gross, Town of Vail
●Other Business
●Adjournment
MONTHLY FINANCIAL REPORT
MINUTES APPROVAL
MEDIA/CREATIVE UPDATE
Non-Winter Campaign Update
Timing / Channels
●Paid Social (FB/IG) and Paid Search in market as of 4/3
●AFAR Spring issue on sale 4/25
●Rest of campaign scheduled to launch 5/1
○Digital display, Native, CTV/Hulu/Video, Spotify, OOH, TikTok
●Partnerships in development
○Outside, Nativo, Undertone/rich media
Creative
●Launching with 2022 LIBAD creative: Gondola, Hot Tub, Embrace
●New imagery in production to rotate in: Village Floating Lady, Spa, Shopping, Empty
Nester, Family
●Coming soon: Assess creative needs for mid-summer
Non-Winter Campaign Update
New imagery being used
across various assets for 2023
CONTENT PLAN
Executed three audits to better understand:
a.) Written Website Content - blogs, in particular - what’s there? what’s needed?
how can we optimize existing content?
b.) Video Content - what exists? how is it being used? where are opportunities?
c.) Organic Social Media Presence - how are FB and IG being used? what
opportunities exist to enhance the Vail presence?
These analyses informed channel recommendations and an overall content plan
that integrate how Vail can develop and distribute written and video content to
potential visitors and engage with them in a relevant, consistent way.
Audit and Plan Background
Web Blog Content
Strategic
●Establish/increase rankings for Vail and against competition
●Keyword optimization opportunities
●Content gaps: nightlife, relaxation, shopping, DEI/accessibility, lodging, events
Executional
●Institute alt tags for photos for accessibility
●Enhance crosslinking between internal pages as well as outbound links
●Rework blog headlines to be more engaging
●Consolidate shorter, low-traffic blogs; Remove duplicate content
●Establish consistent style guide and voice
Key Takeaways
Videos
Strategic
●Expand content themes and styles
●Identify where video can organically tie-in and supplement existing and
upcoming site content
●Create content with platform in mind
●Resist urge to shoot in R3D every time
●Pay attention to brand voice across platforms
●Find ways to increase representative talent diversity
●Use storytelling or narrative-driven content over broad-reaching montages
●Lead with destination as the star
Executional
●Repurpose existing content
●Prioritize creation of a YouTube channel
●Organize related content into playlists - by episodic series or theme
●Create accessible video library on site
Key Takeaways
Social
●Create a content calendar
○Coordinate overall content plan and paid media activity
○Consider themes for consistency and ease
●Increase engagement by asking questions
●Use and ask for UGC → CrowdRiff
●Link to owned content
●Leverage stories to promote events with in-the-moment, behind-the-scenes
style video content
●Utilize more reels
●Cell phone quality photos and video are fine and even preferred in some
cases
Key Takeaways
2023 Content Plan
Discover Vail
Multi-Channel
Content Plan
Competitive
Analysis
(Keyword
gaps)
Blog audit
(SEO &
content gaps)
Social Audit,
Video audit
& Brown
Analytics’ data
2023 Content Plan
The content plan is already being used!
●Blog writing and optimizations in progress
○5 Reasons to Enjoy Spring Skiing in Vail
○Dog-Friendly Guide to Vail
○Only-in-Vail Spa Treatments
●Have already integrated new blogs into
○April and May eNewsletters
○Paid search campaign
●The plan will be revisited quarterly to
ensure it reflects Discover Vail’s product
and needs
PR QUARTERLY PR REPORT
Domestic PR Update
KEY ACTION ITEMS/ACCOMPLISHMENTS
•New York Media Mission
•Front Range Media Appts.
•Monthly DSP Column
•Community + Event Partner Meetings
•Summer Press Trip - Hotel Partnership + Participants
•CTO Content, Annual Summer Release
•Media Center Updates
MEDIA OUTREACH
•Summer What’s New Tipsheet
•Individual Pitching
–National Monument
–Events
–Outdoor Adventure
–Dining/Entertainment
–Anniversaries
VISITING JOURNALISTS PROGRAM
●June 21-25 Summer Press Trip
○Editor of The Mod Traveller blog; work has appeared in Conde Nast Traveler.
○Freelance writer for Travel + Leisure, Conde Nast Traveler, Explore.com, The
List and others.
○Freelance writer for Pursuitist and Delicious Food, JustLuxe, Toronto Star,
Lonely Planet and other publications.
○Freelance for Washington Post, SF Gate, Wine Enthusiast and others.
●August 11-13 Vail Wine Festival Partnership
○Freelance writer who writes a monthly drinks column for New Jersey Monthly
and contributes to outlets such as Washington Post, Bon Appétit, National
Geographic, Departures, Wine Enthusiast, Saveur, Plate Magazine, Modern
Farmer, Liquor.com and others.
○Second Writer TBD
Domestic PR Update
Q1 Media Coverage
Q1 Media Coverage
Q1 Media Coverage
Vail Breckenridge Aspen
ASPEN
●Some event coverage for summer events in the destination including Aspen Music
Festival and Theater Aspen.
●Top small towns in the US coverage.
●Summer things to do listicles.
BRECKENRIDGE
●Coverage of National Virtual Vacation Day where Breckenridge was highlighted as a
recommended travel destination (ran in syndication).
●Several listicles ranging from bucket-worthy things to do to top mountain town stories.
VAIL
●Event coverage including Vail Craft Beer Classic, Bravo!, GoPro Mountain Games and
Vail Dance.
●Coverage of the “summer of celebrations” what’s new press release.
●Top hotel rankings.
Domestic PR Update
Sample Coverage
Sample Coverage
Sample Coverage
Sample Coverage
Sample Coverage
Paid Storytelling + Mexico Update
PAID STORYTELLING
●Influencer campaign launched on new Aspire platform.
●Outreach to bloggers with 50+ Domain Authority. Currently in discussions with
four bloggers.
MEXICO PR + MARKETING
●In-market events this week - 35 media lunch, 35 social influencer dinner.
Partnership with Taste of Vail and Festival Gourmet (Mexico).
●Working through media buy. Working with Miles to review Sylvia’s processes to
ensure better tracking.
●June 11-15 Mexico press/influencer trip.
●Additional $28K spend - Miles assessing and will present recommendations.
QUARTERLY SALES REPORT
Q1 Results - YOY Comparison (Jan-Mar)
YTD 2023 YTD 2022 YTD 2021
New Leads Generated 103 91 43
Total Leads Generated 120 99 50
Leads in Pipeline 122 98 39
Room Nights Booked 5,023 5,288 2,366
Room Revenue Booked $1,231,042 $1,711,801 $620,106
Cancelled/Lost 80 73 25
Site Visits 5 6 0
Cvent Results
Description YTD 2023 YTD 2022
VVP - Total RFP’s 72 65
VVP - Total RFP Room Nights 20,872 20,937
VVP - Total RFP Value $7,741,330 $7,254,268
Vail - Total RFP’s 226 251
Vail - Total RFP Room Nights 65,351 67,808
Vail - Contracted RFP’s 34 20
Vail - Contracted Room Nights 8,781 4,155
Vail - Contracted Value $3,633,157 $1,642,370
Groups on the Books - 2023
Geographical vs. Industry Type
Colorado 41%Corporate 27%
Northeast 14%Association 27%
Southeast 11%Medical 27%
Midwest 13%SMERF 11%
West Coast 19%Incentive 8%
International 2%
Groups on the Books - 2024 & Beyond
Geographical vs. Industry Type
Colorado 50%Corporate 20%
Northeast 20%Association 40%
Southeast 10%Medical 20%
Midwest 20%SMERF 0%
West Coast 0%Incentive 20%
International 0%
Meeting/Event Trends for 2023
●Live Streaming - More Attendees/Sharing with Others Who Cannot Attend
●Virtual Reality - Create Virtual Space, Invite People to Hang Out
●Augmented Reality - Virtual FAM Tours, Keynote Holograms, Interactive Floor
Plans
●Pop Up Events - Test the Water Before Committing to Larger Meetings
●Events with a Cause - Give Back to the Community
●Local Events - Events Closer to Home, Accessible by Driving vs. Flying
●Unique Venues - Different than Traditional Hotel/Conference Spaces
●Events with a Theme - Attendees want Events that are Fun/Experiential
●Events that are Interactive - Natural Networking and Attendee Bonding
●Net Zero Carbon Events - Sustainable and Environmentally Friendly
○MT2030 & CAST Coming to Vail in October 2023
MICHELIN
STEWARDSHIP ROADMAP REVIEW
The Purpose
●The Roadmap charts a path for the next 10 years to ensure that Vail’s
top economic driver – the visitor economy -- continues to thrive.
●The process uncovered the Vail community’s most important priorities
and opportunities for future action.
●It complements other Vail plans aimed at enhancing the community.
●It lays important groundwork for a broader long-term community
visioning plan.
The Major Initiatives
●Double the supply of deed-restricted homes by 2033 through a
collaborative and regenerative approach.
●Develop an analysis of Vail’s capacity for visitation to guide policy,
planning, and programs.
●Engage the Vail community in a comprehensive visioning plan.
●Seek innovative ways to de-carbonize the town’s snowmelt system.
●Develop a brand position that reflects community values, builds
competitive edge, and inspires all to care for Vail.
Near-term Actions
Year one/Year two:
●Join in public/private partnerships to secure available grants for
deed-restricted housing.
●Launch communitywide visioning process, in part to explore creating a
cultural or community center.
●Acquire geolocation-based data insights to guide decision-making.
●Explore creating or hosting an iconic thought leadership event to advance
mountain tourism sustainability.
●With VLMDAC, launch brand development process.
A New Mindset
●New definition of success: That Vail’s tourism economy not only
serves visitors and tourism stakeholders but delivers benefits to
the Vail community and for the natural environment.
●Formally recognizes that ‘building a strong tourism economy also
requires a strong community.’
●Supports entrepreneurship as a way to diversify the economy
and attract new residents.
●Recognizes the importance of broadening access to the
world-class experience to attract and retain workforce and
reward local stewards.
VAIL’S STEWARDSHIP ROADMAP
A COMMUNITY-POSITIVE
VISION FOR A THRIVING
VISITOR ECONOMY
2023
VEW FULL ROADMAP IN PACKET
MATERIALS OR CLICK HERE
3VAIL’S STEWARDSHIP ROADMAP |
Like few other places on earth, Vail was founded to share an extraordinary mountain lifestyle with people from across the world. That was the vision of the two 10th Mountain Division U.S. Army veterans who turned their former training grounds into a world-renowned resort community. In the 60 years since Vail rose from a lett uce patch and sheep grazing lands, tourism has been the lifeblood of our economy.
Vail’s Stewardship Roadmap charts that vision into the
next 10 years to make sure our vital visitor economy
continues to thrive. The fi ve goals outlined in these
pages take aim at the biggest threats to our continued
success, especially the housing crisis that is impacting
every aspect of our community life. It provides
strategies to shape a stronger, more resilient tourism
economy and manage our visitor patterns. It also
outlines steps to safeguard and improve our biggest
asset —the stunning, irreplaceable natural surroundings
that defi ne this place.
Most important, this Roadmap brings a sharp new focus
to the purpose of Vail’s tourism economy. The reason
we want tourism in Vail is because it lets our community
sustain a remarkable way of life on this 10-mile ribbon
of land between Vail Mountain and Interstate 70.
For much of our history, a main focus has been to
shape Vail to meet the needs of our visitors. With this
Roadmap, we formally recognize that building a strong
tourism economy also requires a strong community.
To this end, this Roadmap has been crafted to be
“Community-Positive.” It complements other Vail
plans aimed at enhancing our community and lays the
groundwork for a broader community visioning plan.
By so many measures, Vail is an extraordinarily
successful community. This plan is designed to equip us
to embrace a new tourism mindset, to optimize outside
forces, and continue on a path to success as defi ned by
and to benefi t the most important stakeholders,
the Vail community.
Adopted April 18, 2023 by the Vail Town Council
THE JOURNEY AHEAD
THE REASON FOR
THE ROADMAP
I hope to see our mountain community protected, less people moving away
because they can’t fi nd housing, less crowding on the hiking and ski trails, more
sustainable measures, more mental health resources, funding, help for those who
need it and can’t afford it.
- Vail Resident Survey Respondent
Mayor Kim Langmaid
Mayor Pro Tem Travis Coggin
Council Member Barry Davis
Council Member Kevin Foley
Council Member Jen Mason
Council Member Pete Seibert
Council Member Jonathan Staufer
9VAIL’S STEWARDSHIP ROADMAP |
FIVE MAJOR ACTIONS AND GOALS
MUST BE ACHIEVED FOR VAIL TO
REALIZE THIS VISION BY 2033.
VAIL’S
STEWARDSHIP
VISION
Vail is the world’s
premier sustainable
mountain resort community,
renowned for its quality
of life, inspiring experiences
for all, and stewardship
of nature.
3
4
5
INVIGORATE
VAIL’S SPIRIT
GOAL: Make Vail a
stronger community
by empowering place-
based entrepreneurship,
generating more value
from tourism for the
community, and creating
new ways and spaces for
people to share interests,
build connections,
and enjoy life.
ADVANCE VAIL STEWARDSHIP
AS A GLOBAL MODEL
GOAL:Reduce 2014 baseline carbon
emissions 25% by 2025, 50% by 2030, and
80% by 2050 while advancing community
resiliency, improving the Gore Creek
watershed, and maintaining certifi cation
to the Mountain IDEAL Standard.
ENERGIZE
VAIL’S BRAND
GOAL:Develop
a brand position
that refl ects
community values,
differentiates Vail
in ways that build its
competitive edge, and
inspires all to care for
Vail.
MAKE
VAIL MORE
LIVEABLE
GOAL:By 2033, double
the supply of deed-restricted
homes —from 1,050 to
2,100— for our year-round
and seasonal Vail residents
and workforce through
a collaborative and
regenerative approach.
1 2
ENHANCE
VAIL’S
“WORLD-CLASS
EXPERIENCE”
GOAL:Strengthen Vail’s
year-round appeal as a premier
international mountain resort
community by embracing new
opportunities to attract travelers,
while managing demands on
community infrastructure and
extending the Vail experience
to more locals.
ACTION
ACTION
ACTION
ACTION
ACTION
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9VAIL’S STEWARDSHIP ROADMAP |
18VAIL’S STEWARDSHIP ROADMAP |
ACTION 5
ENERGIZE VAIL’S BRAND
18
Consumers rank Vail highly as a LUXURY MOUNTAIN RESORT but
show more interest in taking trips to competing destinations. The
local community wants Vail to target travelers who are in step with
LOCAL VALUES, including those who care about natural resources
and share respect for the LOCAL WAY OF LIFE. With U.S. intent to
travel softening and other headwinds rising, famed destinations are
feeling new pressure to sharpen their competitive edge. Vail can find
OPPORTUNITY —and the travelers its community wants— by shaping
its brand to amplify QUALITIES VALUED by its community and claim
important attributes valued by visitors. Among these is an attribute
that comes naturally in Vail: BEING WELCOMING TO ALL.
19VAIL’S STEWARDSHIP ROADMAP |
THE GOAL
Develop a brand position that refl ects community
values, differentiates Vail in ways that build its
competitive edge, and inspires all to care for Vail.
Among these is an attribute that comes naturally in
Vail: being welcoming to all.
STRATEGIES
a.Working with the Vail Local Marketing District
Advisory Council, conduct a brand development
process to build Vail’s competitive advantage in
harmony with what the community values.
b. Explore strategies to address Vail’s capacity for
visitors during non-ski months as well as mid-
week and non-peak periods.
c.Build campaign messaging around true
attributes —such as Vail’s friendliness and small-
town charm— proven to drive traveler intent.
d.Celebrate unique and innovative local business
owners and residents to humanize Vail’s most
extraordinary qualities.
e. Explore the potential of Vail’s status as the
nation’s most sustainable destination to attract
targeted travelers seeking to reduce their impact
as they travel.
f.Promote and support in-market stewardship
messaging and education to increase
understanding of community values and invite
others to share them.
g. Build on Vail’s history of embracing diverse
communities by communicating a warm
welcome to diverse audiences of travelers, as
well as those from around the world.
ACTION 5
ENERGIZE VAIL’S BRAND
Market Vail as a sustainable and environmentally
progressive place to live and visit.
~Vail Resident Survey Respondent
TARGETS AND INDICATORS
Lodging Tax Revenue
Marketing Campaign Performance
Occupancy Rate
Average Daily Rate
Brand Health
44VAIL’S STEWARDSHIP ROADMAP |
GOAL: Develop a brand position that refl ects community values, differentiates Vail in ways that build its
competitive edge, and inspires all to care for Vail.
STRATEGIES LEAD 1-2 YR 3-5 YR 6-10 YR
a. Working with the Vail Local Marketing District Advisory
Council, conduct a brand development process to build Vail's
competitive advantage in harmony with what the community
values.
Econ Dev/
VLMD X
b. Explore strategies to address Vail's capacity for visitors during
non-ski months as well as mid-week and non-peak periods.
Econ Dev/
VLMD X X
c. Build campaign messaging around true attributes -- such as
Vail's friendliness and small-town charm -- proven to drive
traveler intent.
Econ Dev/
VLMD X
d. Celebrate unique and innovative local business owners and
residents to humanize Vail's most extraordinary qualities.
Econ Dev/
VLMD/
Comm
X X X
e. Explore the potential of Vail's status as the nation's most
sustainable destination to attract targeted travelers seeking to
reduce their impact as they travel.
Econ Dev/
VLMD/
Environ
X X X
f. Promote and support in-market stewardship messaging and
education to increase understanding of community values and
invite others to share them.
Econ Dev/
Environ/
Comm
X X X
g. Build on Vail's history of embracing diverse communities by
communicating a warm welcome to unique groups of travelers,
as well as those from around the world.
Econ Dev/
VLMD/
Comm
X X X
ACTION 5
ENERGIZE VAIL’S BRAND
FIRST SUPPLEMENTAL REQUEST
1st Supplemental Request Timeline
April 20 Concepts Presented to
Board
VLMDAC: Review the items presented below
and provide feedback and refinement for May
18 approvals
April 20 - May 15 Updates to Draft 1 TOV/Partners: Revise supplemental request
with board direction.
May 18 1st Supplemental Request
Presented to Board
VLMDAC: Review and approve or approve
with amendments
June 1 Publish 1st Supplemental
Request to Town Council
Packet
Town of Vail Staff
June 6 Present to Town Council VLMDAC Chair and Town of Vail Staff
Brand Platform
Develop a brand position that reflects community values, differentiates Vail in
ways that build its competitive edge, and inspires all to care for Vail. Among
these is an attribute that comes naturally in Vail: being welcoming to all.
• Vision of Destination
○Brand Position, Values, Messaging/Voice, Identity
•Logo
•Brand standards and style guide
Budget: $60,000 - $100,000
Priority Pillar: Optimize Visitation, Grow Database + Build Relationship &
Destination Stewardship
KPI: Comprehensive Brand Platform that will lead campaigns and strategy for
all initiatives for 2024 and beyond
2024 Campaign
The existing budget accounts for further evolving the Life is But A Dream
campaign and nothing including budget for a new brand shoot. This RFP will
request quotes for evolving the campaign using existing assets.
Budget: $50,000 - 85,000
Priority Pillar: Optimize Visitation, Grow Database + Build Relationship &
Destination Stewardship
KPI: Comprehensive Brand Platform that will lead campaigns and strategy for
all initiatives for 2024 and beyond
CTO International Press Trip
Colorado Tourism Office Global Music Press Trip. Partner with CTO on August
press trip to expand media reach to other international markets such as UK,
Australia, Canada, France, Germany and Mexico.
●6 international media on assignment from UK, Australis, Canada, France,
Germany and Mexico.
●2 CTO Reps
●One night lodging, group activity, meals, concert tickets
Budget: $6,000
Priority Pillar: Brand Positioning
KPI: Stories that result from the trip
Video Content Enhancements
Based on the outcome of the video audit, several next steps emerge
●Revamp existing YouTube channel - set-up and maintenance
●Repurpose existing footage to create new videos for web, IG reels, YT shorts and
stories - initially, create 20 vertical videos with 2/month to follow
●Align strategy for remaining shoots with newly-developed content plans
Budget: $35,500*
Priority Pillars: Brand Positioning, Grow Database & Build Guest
Relationships
KPI:
●Increase brand awareness
●Increase content and engagement with social media channels
●Implement creative strategy for all content moving forward
○Align video with overarching content strategy and social strategy
●Continue to build existing video and raw asset library
*Budget and scope still being refined. Final budget will be included in May
Video Content Enhancements
Based on the outcome of the video audit, several next steps emerge
●Produce new video series
●Concepts to be presented at time of meeting
Budget: $150,000-$550,000
Priority Pillars: Brand Positioning, Grow Database & Build Guest
Relationships KPI:
●Increase brand awareness
●Increase content and engagement with social media channels
●Continue to build existing video and raw asset library
Social Media Content Enhancements
Provide organic social media consultation to evolve social media strategy in
line with audit recommendations; implement social media tools to aid in content
creation and organization
●Organic social media consultation
●CrowdRiff - fill content library with authentic, up-to-date, relevant visuals
●Sprout Social - use publishing and scheduling tools
Budget: $22,490* (final figure TBD based on next few weeks of activity)
Priority Pillars: Brand Positioning, Grow Database & Build Guest
Relationships
KPI:
●Social media engagement - likes, comments, shares, video views
*Budget and scope still being refined. Final budget will be included in May
Website Content Enhancements
Opportunities for additional consultation based on outcome of content audit and
continued collaboration with 970
●Collaboration and consultation (landing pages, Bucket list, etc.)
●Alt tagging project
Budget: $29,400
Priority Pillars: Brand Positioning, Grow Database & Build Guest
Relationships
KPI:
●Number of strategic content pieces and enhancements
●Website accessibility score
Website UX Enhancements
Based on our website audit and discovery meetings, we have determined the
following improvements planned within our 2023 budget:
Other Improvements
• Navigation/Customer Journey
• Summer Homepage Development
• Winter Homepage Enhancements
• Custom Campaign Pages (as needed)
• Discovery of functionality improvements
Priority Improvements
✔ Significant Performance Improvements
• Event Calendar Rebuild
• Things To Do Rebuild
Full detailed discovery report and plan to come during our May board meeting.
Interactive Map With Wayfinding
The Interactive Map with
Wayfinding aids town visitors by
showing them a customized map
of the area and giving them the
tools to get where they want to go.
Built on high quality mapping
software, the branded map will
include wayfinding points,
searchable locations, filterable
categories, and transportation
routes for public transit. The
Interactive Map with Wayfinding
will provide a best-in-class
mapping experience by locals who
know Vail best.
SCOPE
Discovery
• Best Foundational Software
• Map Layers/Custom Skinning
Design
• Map Visual Styles
• UX – Curated Vail Experience
• Design Revisions
• Mobile Optimized & Designed
Data Population and Cleanup
• Re-Organizing Database
• Support for Single -Entry Content
• Content Managed in Existing WordPress
FUNCTIONALITY
Features
• Wayfinding Capability
• Search Functionality
• Filters (Village, Category, Operating Hours)
Directory (Description + Directions + More Info)
• Shops
• Lodging
• Restaurants
• Activities
• Event Venues
• Parking
• Bus Stops
• Bars
• Other
• Transportation Center
• Hospital
• Library
• Art Installations
• EV Charging Stations
Budget: $35,000
Priority Pillars: Increase in In-resort Web Traffic, Brand Experience,Create a Curated
Information Source
KPI: # of Map Views, Unique vs. Returning Users, Measure Filter Usage, Time on Page
Interactive Map With Wayfinding
In-Resort Guest Experience Enhancements
Phase 2 of Interactive Map:
The In-Resort Guest Experience
Enhancements build on the
functionality of the interactive map
with featured locations, curated
content, suggested tours, activity
guides, and custom event maps.
Integrations like real-time parking
lot capacity and bus schedules
may also be added. The In-Resort
Guest Experience Enhancements
are about more than just getting
around, they’re about enhancing
the guest experience.
In-Resort Guest Experience Enhancements
Phase 2 of Interactive Map:
Walking Tours
• Photographs, Walking Paths + Stops on the
Map (Photographer Budget Not Included)
• How to Spend an Afternoon in Vail Village
• Art Installation Tour
• Best Way to Betty Ford Gardens
Activity guides
• Popular Hikes, Trails, and Trailheads
• Fishing Access From East Vail to West Vail
• Rental Shops
• Lessons/Guides
Custom Event Maps
• July 4th Parade Route, Firework Viewing, etc
• Concert Series Locations
• Oktoberfest
Centralized Parking info
• General Parking Info
• Free vs. Paid
• Availability in Structures
• Real -Time Info
Real-Time Bus Information
• Vail transit (Arrival, Percentage
Full, Current Location)
Neighborhood Overviews
• Lionshead
• Vail Village
• West Vail
• East Vail
Budget: $10,000 - $50,000 (A La Carte)
Priority Pillars: Increase in-resort Web Traffic, Brand Experience, Visitation Experience, Create
a Centralized Information Source
KPI: # of Map Views, Unique vs. Returning Users, Measure Filter Usage, Time on Page
Destination Stewardship
• Information on Recycling
• Wildlife Closures (VVMTA Assets)
• Climate Initiatives
Favorites Collections
• Save For Later
Tableau Audience Analysis Tool
One-time investment to create a Tableau dashboard that will be provided to
partner group to provide insights on performance (email engagement) by
customer segment to help inform targeting across channels on an ongoing
basis.
Budget: $14,750
Priority Pillars: Optimize Visitation, Grow Database
KPI: Provide additional customer data insights to help improve targeting in
Media, PR and web (in addition to CRM). Measured through improved
engagement in each of these channels.
Data-Driven Marketing Roadmap Evolution
Update data-driven marketing roadmap with consideration for movement to
DMO plus new strategic direction coming by Q3 as well as capabilities of new
partners and tools.
Budget: $21,250
Priority Pillars: Optimize Visitation, Grow Database
KPI: Align data-driven marketing capabilities growth over time with the strategic
direction of the Town of Vail and VLMD. Success is measured by efficiency of
spend in future years.
DiscoverVail.com Chatbot
Rapidly create and demo to the partner group (and potentially the board) what
a Town of Vail AI bot would look like when imbued with the voice and tone of
our brand content style. It will be given the knowledge of Discover Vail and the
entire history of the town to answer visitor questions and help them plan their
visit.
Budget: $1,950
Priority Pillars: Build Relationship
KPI: Create a usable proof-of-concept to demonstrate the capabilities of the
technology and to keep pace with the use of that technology in travel planning
and servicing verticals. Inform future budget requests as necessary.
Rove
Colorado Consortium Data Program that includes:
●Near Mobile Location Data
●AirDNA
●Short Term Rental Data
●Dean Runyan Economic Impact
●State level data (TBC)
●Platform training and technical support
See full description in packet materials: Rove: Colorado Consortium Data
Program
Budget: $19,500
Priority Pillars: Grow Database, Build Relationship
KPI: Provide new capabilities to leverage mobile data for marketing efforts.
Success is measured by growth of database and improved engagement
metrics across channels.
Supplemental Request Summary
Supplemental Item Low Range High Range
Brand Platform (RFP)$60,000 $100,000
2024 Campaign (RFP)$50,000 $85,000
CTO International Press Trip $6,000 $6,000
Video Enhancements $35,500 $35,500
YouTube/Social specific Series $150,000 $550,000
Social Media Enhancements $22,490 $22,490
Website Content Enhancements $29,400 $29,400
Interactive Map Phase 1 $35,000 $35,000
Interactive Map (In-Resort)$10,000 $50,000
Tableau Audience Analysis Tool $14,750 $14,750
Data-Driven Marketing Roadmap Evolution $21,250 $21,250
DiscoverVail.com Chatbot $1,950 $1,950
Rove $19,500 $19,500
Total Supplemental Request $455,840 $970,840
TOV UPDATES
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, May 18, 2023, Grand View Room
VLMD 1st Supplemental Request, June 6, 2023, Town Council Chambers