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Home My WebLink About01. VLMDAC November Meeting PresentationVLMDAC BOARD MEETING NOVEMBER 16, 2023 Agenda I. MONTHLY FINANCIAL REPORT (5 minutes), Alex Jakubiec, Town of Vail II. MINUTES APPROVAL ●Action Requested of Board III. INFORMATION & DISCUSSION UPDATES ●Public Relations Quarterly Report (20 minutes), MYPR ●Group Sales Update (10 minutes), Kim Brussow, VVP ●Website Updates Presentation (60 minutes), 970 Design ●Rebrand Update (5 minutes), Town of Vail ●Winter Strategy (15 minutes), Town of Vail and Board ●Town of Vail Updates (5 minutes), Town of Vail ●Other Business ●Adjournment FINANCE UPDATE MINUTES APPROVAL Minutes Approval Action requested of board to approve the October 19 minutes. PR QUARTERLY UPDATE Public Relations + Paid Storytelling Update Highlights! ●18 media, influencer and content creator visits in Q3 ●55 stories in target media outlets YTD ●18 target outlets represented through YTD media visits ●41 target outlets represented YTD during in-market visits - NYC and Travel Classics ●Approx. 6 articles using DiscoverVail.com ●MYPR attended Travel Classics in Vancouver in Q3 ●Support for MICHELIN announcement Q3 Comp Set Media Coverage Vail Breckenridge Aspen Key Messages Sentiment Audience Sample Coverage Sample Coverage Sample Coverage Hosting Shots! Paid Storytelling Update: Influencer Program Paid Storytelling Update: Influencer Program Paid Storytelling Update: Influencer Program Paid Storytelling Update: Influencer Program Paid Storytelling Update: Blogger Program GROUP SALES UPDATE Group Sales Update January-October YOY Comparisons 2019 2022 2023 New Group Leads 209 353 259 Total Leads 217 382 313 Active Pipeline 63 102 96 Room Nts Booked 9,537 15,169 15,367 Room Rev Booked $2,294,950 $4,236,348 $4,814,687 Lost Biz 150 288 230 Site Visits 5 25 19 IMEX Tradeshow Recap ●Total Planners (all hosted buyers and buyer attendees) = 5,364 ●Total Participants including Exhibitors = 15,029 ●Total 1-on-1 Group Appointments & Booth Presentations = 83,000 ●Press Attendees = 92 from 23 Countries ●Number of Exhibiting Companies = 3,443 from 150+ Countries ●Destination CO Booth = 502 Planner Meetings & 24 One-on-One ●Networking Events: Attended the SITE (Society for Travel Incentive Excellence) Welcome Reception and the MPI (Meeting Planners International) Rendezvous Final Night Reception ●In Booth: Sebastian Vail Charter Beaver Creek, Aspen, Snowmass, Boulder, Aurora, C Lazy U Ranch, Devil’s Thumb Ranch, CrowdGen, Gateway Canyons, Estes Park, Colorado Springs, Op Altitude, and Destination CO ●Additional representation at the show: ACCESS, RMC, Imprint Group, Grand Hyatt Vail, Hythe Vail, and Four Seasons Vail IMEX - Destination CO Booth Cvent - Group Business Intelligence Link to Planner Navigator ●Information on planners and where they are sourcing and what type of meetings that we may not be aware of ●Provides detailed information on planner declined reasons and where the planner booked Link to DMO Dashboard ●Present and future data on market territory, segment, and areas where we need to take action for future months/years ●Drive value for partners on group insights ●Includes automatic reports Testimonial video and how they utilize our data : Visit Dallas Testimonial on Group Intelligence Offering 2023 Pricing: $10,500 with billing in January 2024 What’s Ahead ●Destination CO Marketing - Featured Vendor Ad & Website Ad ●Helmsbriscoe FAM - December 1-3 ○30 Helmsbriscoe Planners ○30 Top Helmsbriscoe Clients ○Sponsoring Welcome Amenity & Breakfast - Introduction to DiscoverVail.com DMO Website - Show Latest Video ●Destination CO Holiday Showcase - December 14 ○Breakfast/Lunch with Local Denver Lodging Partners ●Vail Sales Trip - January 15-19 ●MIC Annual Meeting & Tradeshow - March 26-27 ○Dinner with Vail Lodging Partners ●Vail Sales Trip - April 15-19 WEBSITE UPDATES Primary Proposed Goals 1 2 3 4 5 6 Establish Discovervail.com as the official website of Vail Engage website visitors with compelling content and thoughtful user journeys Enhance accessibility and usability Support marketing campaigns Build upon existing data capture opportunities Safeguard the Discover Vail brand and Incorporate the Stewardship Roadmap. Homepage Redesign ●Focus on user experience with clean visuals and clear pathways ●Featured more “Things To Do” and “Blog Content” to spark interest ●Streamlined access with a higher-placed booking widget ●Showcased Destination Stewardship initiatives in a revamped section ●Added Direct calls-to-action for Villages to highlight this distinct attribute. ●Improved the brand experience when arriving to site KPIs to be tracked: ●Increased Traffic to Featured Content ●Increased Pages per session Previous Design New Design Old Design Event Templates ●New template designed for all major events that will ensure brand consistency ●Important content now organized in a much cleaner format for a better user experience ●High-quality event imagery selected to entice and inspire attendees ●Much easier to find CTAs throughout the pages creating easy access to important event information ●Every touchpoint refined for brand impact KPIs to be tracked: ●Time on Page Live Preview > New Design Old Navigation Navigation and User Journey ●Transitioned from a basic blog layout to a more dynamic pathing throughout the site ●Introduced strategic tagging to guide user journeys and enhance discoverability ●Implemented the latest in user experience design for seamless interaction ●Navigation rebuilt to meet diverse user needs and modern browsing habits ●Introduced flexible content areas to promote featured content KPIs to be tracked: ●Increased Traffic to Featured Content ●Increased Pages per session New Navigation New User-Journeys ●Reduced nearly 300 terms to a refined, manageable taxonomy ●Eliminated duplicates and similar terms to clarify content categories ●Standardized categorization for a consistent user journey ●Enhanced consistency by establishing clear guidelines for content classification ●Made the content population process more intuitive for teams Things To Do The "Things To Do" section is a cornerstone of any Destination Marketing Organization website, crucial for engaging visitors and converting their interest into action. By revamping this section, we've optimized towards better engagement, transforming this section from a flat blog entry point to a robust, categorized, and intuitive experience. This strategic overhaul not only makes the content more timeless and useful for visitors but also streamlines their journey, encouraging deeper interaction with the site and enhancing the overall appeal of the destination. Old TTD Design Redesigned Things To Do ●Clear flow through authentic Vail categories, seasonal sorting, and rearrangeable items ●Inspirational image-forward design enhancing visual appeal ●New activities and experiences pages provide the content team with expanded options for creativity ●Detail pages offering clearer information and greater flexibility ●Content management made easier and more intuitive, organized in one place KPIs to be tracked: ●Pages per session ●Engagement Rate ●Time on site New TTD Design Streamlined Things To Do Experience Repurposed Content Repurposed blogs into a new format to create timeless content, giving prominence to key pages Old Calendar Design New Calendar Design Rebuild Calendar ●Replaced outdated third-party plugin calendar with a custom-built, feature-rich alternative ●Addressed security vulnerabilities and updated requirements with the new design ●Streamlined the previously clunky event population process for efficiency ●Modernized design aesthetics for a contemporary user interface ●Integrated a newsletter signup feature to cultivate ongoing visitor engagement ●Added strategic categorization centered on brand terms and date tracking for improved user relevance ●Set-up for future improvements to date specific user tracking KPIs to be tracked: ●Newsletter signups ●Time on Page ●Category Usage Local Business event Submission Form (Coming Soon) ●Developed a streamlined community event submission form for local businesses ●Minimized administrative oversight with simplified event publication process ●Facilitated community engagement and business promotion through easy event listing KPIs to be tracked: ●Form Submissions ●Increased traffic to calendar ●Decreased Administrative Time Bucket List Status Update: The Vailcation (formerly Bucketlist project) has undergone development and passed QA; currently awaiting final content population with a launch anticipated by month's end Vailcation ●Crafted five unique content pieces for each persona, encompassing Lodging, Restaurant, and Activities ●Implemented optional email collection to increase CRM database and enhance engagement and communication ●Integrated quiz results with CRM profiles to personalize user experiences and marketing efforts KPIs to be tracked: ●Quiz Starts ●Quiz Completions ●Emails Gathered ●Increased Content Traffic Interactive Map Status Update: Completed the visioning phase for the map project with a finalized flow chart and user experience outline, transitioning into the design phase with development set to commence early next month. REBRAND UPDATE Rebrand Timeline Update NEW SCOPE Rebrand Timeline Update 21st NEW SCOPE Rebrand Budget Update 2023 Resonance Budget -Previous Contracted: $100,000 -Current Forecast: $50,000 2024 Resonance Budget -Rolled from 2023:$50,000 -Added Focus Groups:$24,150 WINTER STRATEGY Winter Strategy Current Efforts -Organic Social, year round -CRM (email), year round -Website -Content creation, year round -SEO strategy, year round -Paid Media -Early winter and late winter lodging campaigns -Weekly boosted social posts -Always on SEM Discussion -Public Relations TOV UPDATES VLMDAC Board Openings Board Openings There are four positions available for two-year terms, from January 1, 2024 and expiring December 31, 2025. Application Form Applications Due: Friday, December 8, 2023 Interview Date: Tuesday, December 19, 2023 Positions to reapply/interview: -Jana Morgan -Lauren Barotz -Jonathan Reap -Vacant Thank you! Upcoming Meetings: VLMDAC Interviews, Tuesday, December 19, Town Council Chambers VLMDAC Monthly Meeting, December 21, Grand View Room