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Home My WebLink About01. VLMDAC June Meeting PresentationVLMDAC BOARD MEETING JUNE 15, 2023 Agenda I. MONTHLY FINANCIAL REPORT (5 minutes), Alex Jakubiec, Town of Vail II. MINUTES APPROVAL ●Action Requested of Board III. INFORMATION & DISCUSSION UPDATES ●Approved First Supplemental Update (5 minutes) Liz Gladitsch, Town of Vail ●Content and Campaign to-date Results (45 minutes) Miles Partnership ●2024 Brand Campaign Discovery (30 minutes) 970 + Lumenati ●Mexico Media Mission (10 minutes) MYPR and Sylvia Rivera ●Winter Asset Library (20 minutes) SITE & Tom Cohen ●Other Business ●Adjournment FINANCE UPDATE MINUTES APPROVAL Minutes Approval Action requested of board to approve the May 18 and June 1 minutes. SUPPLEMENTAL REQUEST UPDATE Approved Supplemental Summary Brand Platform (RFP)$100,000 $0 2024 Campaign (RFP)$100,000 $0 CTO International Press Trip $6,000 $0 Video Enhancements $11,900 $8,400 Video: YouTube/Social specific Series $150,000 $0 Social Media Enhancements and Management $48,400 $65,000 Content: Website Support $19,200 $17,800 Content Creation for CRM Segmentation $7,840 $13,440 Web: WCAG 2.0 AA Accessibility Compliance $15,000 $2,400 Web: Rebuild Calendar $15,000 $0 Web: Google Analytics 4 Transition $4,000 $0 Web: “Not” Bucket List Project $10,000 $1,000 Web: Interactive Vail Map Phase 1 $39,000 $6,300 Web: Interactive Vail Map Phase 2 $15,000 $0 Web: Integrate Hikevail.net $8,500 $0 Web: Youtube Integration + Media Library $7,500 $0 Tableau Audience Analysis Tool $14,750 $1,000 Data-Driven Marketing Roadmap Evolution $21,250 $0 DiscoverVail.com Chatbot $2,950 Unknown DMO Alignment and Structure $10,000 $0 Michelin $59,000 $50,000 Rove $21,500 $21,500 Key Data $20,000 Unknown Dream Trip Reappropriation from 2022 $50,000 $0 TOTAL $756,790 $184,840 Supplemental Item First Supplemental Request Future Annual Cost Estimates Supplemental Item First Supplemental Request Future Annual Cost Estimates CONTENT & CAMPAIGN TO DATE RESULTS Organic Traffic Highlights May organic activity rose and still sits well above year ago ●Note: Pineapple activity began June 2022 Pageviews 33.7k +67% YOY +21% MOM Users 11.6k +49% YOY +9% MOM Sessions 14.6k +55% YOY +14% MOM Time on Page 2:26 +12% / :15 YOY +15% / :19 MOM Bounce Rate 53% -2% YOY -1% MOM Blog Performance New content recommendations in the Discover Vail content plan contain a mix of subjects that DiscoverVail.com either: ●Doesn’t rank for at all (gap) ●Ranks poorly on ●Ranks for, but one or more sites do so above Examples of Keyword Opportunities for New Content/Optimizations ●Hotels in Vail (Vail hotels, Vail Colorado hotels, hotels in Vail Village, best hotels Colorado, best hotels in Vail, luxury hotels in Vail, Vail Colorado luxury resorts, Vail ski resort hotels, hotels near Vail ski resort, Vail ski hotels, ski in ski out Vail hotel, ski in ski out Vail rentals, Vail accommodation ski in ski out, Vail ski vacation rentals, airbnb in vail colorado) ●Oktoberfest (Oktoberfest Vail, Vail Oktoberfest, Oktoberfest Colorado) ●Vail hiking (hiking in Vail, hiking in Colorado with waterfalls, Vail mountain biking trails) ●What to do in Vail CO (things to do in Vail summer, Vail things to do winter, things to do in Vail fall, things to do in Vail Colorado July) ●Vail Colorado fishing (Vail fly fishing, Vail Colorado fishing) ●Vail family vacation (Vail family resorts) ●Vail Colorado summer (summer in Vail, vacation Colorado summer, Vail in summer, things to do in Vail in summer, Vail summer gondola, Vail summer resorts, Vail Mountain summer, Vail Village summer, Vail Colorado summer concerts) ●Best Vail spas (Vail spa hotel) ●Restaurants in Vail (Vail best restaurant, Vail Village restaurants, best restaurants in Vail, Vail restaurants Lionshead, Vail restaurants on mountain, Italian restaurants in Vail, best restaurants in Vail with a view, Colorado fine dining, food in Vail, Vail mountain restaurant) ●Vail Golf Course (Vail golf club, Vail golf) ●Bars in Vail (best bars in Vail ) ●Colorado music festivals (film festivals Colorado, jazz festival Colorado, Vail music festival ) Blog Performance Highlights First new blog went up April 3rd, with seven more to follow through May ●Goal for increased traffic and engagement is on track! Pageviews 32.3k +21% MOM Time on Page 2:21 +7% MOM Blog Performance Highlights Seven out of eight blogs are already high on page 1 keywords for key relevant words #1 #1 #2 #3 “Waterfall hikes Vail” Written due to opportunity “Dogs in Vail, Dog-friendly Vail” Seen as a gap due to popular search “LGTBQ Vail” DEI gap Blog Performance #3 “Vail Farmers Market” Promote event visitation “Best Vail Spas” Written due to room for growth “Goat Yoga Vail” (already #1 with “Yoga Vail” with previous article) Written to cover travel trend “Vail spring skiing” Gaps in competitive audit #3 #4 #4 #4 Blog Performance Highlights 11 Vail Events You’ll Return for Each Summer generated 3,977 pageviews to be the #2 blog in April/May 2023 ●Content calendar at work! ○Generated through a combination of Organic and Paid Search, Native, eMail, and Referral traffic Blog Performance Publish Date April/May Pageview s April/May Time on Pg.May KW Ranking Snapshot for Pg. 1 5 REASONS TO ENJOY SPRING SKIING IN VAIL 4/3/23 268 2:16 skiing in vail in april, vail spring skiing, vail in april ONLY-IN-VAIL SPA TREATMENTS 4/6/23 569 3:19 best spa in vail, best spas in vail, best spas in vail colorado DOG-FRIENDLY GUIDE TO VAIL 4/6/23 1,489 4:14 are dogs allowed on vail gondola, dog friendly vail, vail dog friendly restaurants INSIDERS’ GUIDE TO VAIL FARMERS’ MARKET & ART SHOW 4/26/23 437 2:25 N/A — not showing in SEMRush yet 11 VAIL EVENTS YOU’LL RETURN FOR EVERY SUMMER 4/20/23 4,011 3:26 N/A — not showing in SEMRush yet TOP COLORADO WATERFALL & LAKE HIKES NEAR VAIL 4/28/23 986 3:38 N/A — not showing in SEMRush yet GOAT HAPPY HOUR & GOAT YOGA 4/27/23 929 2:27 N/A — not showing in SEMRush yet PLAY, STAY & SLAY IN LGBTQ+-FRIENDLY VAIL, COLORADO 5/23/23 85 3:08 N/A — not showing in SEMRush yet Keyword Performance Identified branded keywords to regularly track ●Strong performance with flat or positive movement on majority of KWs ●Mountain, restaurants and hotels will always be a challenge ●In process of syncing with 2022 list Keyword Performance DiscoverVail continues to see more KWs in the top 50 and, more specifically, in the top 3 than ever SUMMER CAMPAIGN UPDATE Summer Ad Campaign: May ●All channels fully launched in May ○Increased traffic to site vs year-ago with relatively flat spend ■Although via different mix of channels ■Goal to increase awareness and consideration, integrate more into the tourism landscape via native and partnership placements Paid Traffic to Site 55.8k users +2% vs YA Summer Ad Campaign: May Digital ●All Digital channels generated >10MM monthly impressions ○Programmatic Display, Native Display, Pre-Roll Video, CTV/OTT, Rich Media, Streaming Radio and Digital OOH Impressions 10.3MM CTR* .21% Clicks 20.4k *Industry average: .07% Summer Ad Campaign: May Display/Native ●Digital Display/Native placements garnered >6k clicks ○Nativo was top performing vendor with a CTR of .35% Clicks CTR Display Banners 2.3k .14%* Native 4.0k .22%^ *Banner industry average: .07% ^Native industry average: .12% Summer Ad Campaign: May Traditional Display Creative Travel Intender .18% CTR Best performer: 300x600 static at .64% HNW Family .09% CTR Best performer: 300x600 static at .24% HNW Empty Nester .08% CTR Best performer: 160x600 static at .14% *CTR industry average 0.07% Summer Ad Campaign: New Display Creative HNW Empty Nester HNW Empty Nester Travel Intender Travel Intender Family Family ●Rotated in new creative using new imagery in early June to refresh creative and better represent target audiences Summer Ad Campaign: May Nativo .27% CTR 49% CTR ●Rich Media performance was strong with a CTR of 1.93% ○Performing above benchmark ○Interaction rate also strong with Page Grabber performing at 2.51% and Enhanced Standard at 0.57% ■Top clicks off general message followed by events ○New tactic for VLMD, drove 10% of May site traffic Summer Ad Campaign: May Rich Media Page Grabber demo Enhanced Standard demo ●Streaming Radio via Spotify delivered 1.1M impressions in May ○Awareness-driven tactic still drove 550 clicks to the site for a CTR of 0.05% ■Above benchmark of 0.01% - 0.03% Summer Ad Campaign: May Audio ●Pre-Roll video placements delivered almost 1.5M video completions for a video completion rate (VCR) of 70% - in line with the industry benchmark ○1.5k clicks to the site for a CTR of 0.10% ●CTV/OTT placements delivered 517K video completions for an average VCR of 98% ●New video spot in production to rotate in when complete Summer Ad Campaign: May Video Summer Ad Campaign: May Paid Social ●FB/Paid Social ads ranked #1 for traffic to the DiscoverVail website, accounting for 31% of traffic - split between traffic and video campaigns Traffic campaign: Landing Page Views 21.5k Cost per LPV $0.33 CTR 3.57% Engagement rate 3.29% Top Creative Carousels: Embrace, Gondola, Landscape *Industry averages: CTR 0.9% and Engagement rate 2% Summer Ad Campaign: May Paid Social Summer Ad Campaign: May Paid Social Video Campaign Thru Plays 259.2k Cost per LPV $0.02 Engagement rate 44% Audience highlights 47% ThruPlays by Females 45+ Summer Ad Campaign: New Social Creative ●May was a great month for SEM with KPIs stabilizing after initial launch ○18k clicks with a CPC of $0.55, pacing well ahead of the current industry standard; Lodging KW campaign is driving that higher ■Without = $0.47 CPC ■Re-assessing lodging campaign ○CTR was 15% which is also well above the benchmark of 4.3% for travel and tourism ■Top campaigns for CTR were Events at 34% and Things to Do at 23%! ●The Seasonal blog support is hitting its stride with 2.6k clicks and a CPC of $0.76 behind four new blogs ●SEM drove 20% of site traffic Summer Ad Campaign: May Paid Search (SEM) Summer Ad Campaign: July/August Recommendations ●Due to soft lodging outlook for July and August, we are going to run a 20% off lodging special to the Drive market audience ○Use current creative with added lodging deals messaging ●Recommend shifting $7.5k of September budget into July and shift allocation of In-State support from 20% to 30% against wider Drive market radius ○Increase Digital/Native $5k ○Increase SEM up to $10k and invest in a Performance Max Google campaign ■Runs across all Google channels (YouTube, Display, Search, etc) ■Optimizes to shift with consumer demand in real-time ●Reaches users where they are 2024 BRAND CAMPAIGN DISCOVERY 2024 Campaign Creative Brief The Creative Brief for the 2024 Campaign will be presented and discussed during Thursday, June 15th board meeting. MEXICO MEDIA MISSION WINTER ASSET LIBRARY Assignment Budget Allocation: $30K photography/talent/pre-pro; $25K video/talent Photographer: Tom Cohen Pre Pro & Production Support: Delphine and SITE Marketing Video: Shot alongside by Steep Motion to be used in upcoming films/social Considerations: ●All paid local talent ●Diversity ●Mix of family, friends, couples ●Mix of sense of place and close in emotions ●Unique angles/light, where possible ●Mix of wintery snow and sunny spring Town Scenics Ice Skating Fat Tire Biking Nordic Skiing Snowshoe Apres Decks Next Steps Potential Future Winter Shots: ●Fishing ●Shopping ●Winterfest ●Holiday lights (more) ●New Year’s Eve fireworks/ski down ●10th Mountain Division event ●Snowshoe - snowy ●Apres - snowy; group of guys ●TBD to align to content stories developed by Miles Partnership and/or support website needs Budget Allocation (To Be Confirmed based on partners) ●Tom Cohen Photography: $13,000 + $5,500 talent ●Steep Video Social/Episodes (10): $14,000 - $45,000 + $5,300 talent ●Pre Pro & Production Management: $TBD based on partner ●Steep Asset Storage: $7,500 TOV UPDATES Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, July 20, 2023, Grand View Room