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Home My WebLink About01. JAN18-2024-VLMDAC-BOARD PRESENTATIONVLMDAC BOARD MEETING January 18, 2024 Agenda I.Swearing in new VLMDAC Members (5 minutes) Stephanie Bibbens, Town of Vail II. Monthly Financial Report (5 minutes), Carlie Smith, Town of Vail III. Minutes Approval Action Requested of Board VI. INFORMATION & DISCUSSION UPDATES ●Brand Platform Update (5 minutes), Town of Vail ●2024 Goals & Tactics (90 minutes) Town of Vail and VLMD Partner Group ●2024 Campaign Update (15 minutes) 970 Design ●Website Updates (15 Minutes) 970 Design ●Town of Vail Updates (5 minutes), Town of Vail ●Other Business ●Adjournment SWEARING IN NEW BOARD MEMBERS FINANCE UPDATE MINUTES APPROVAL Minutes Approval Action requested of board to approve the December 21 minutes. BRAND PLATFORM UPDATE Timeline Adjustment Full timeline in packet materials 2024 TACTICS PLAN Tactics Based on 2024 Objective & Priorities Drive responsible year-round revenue growth in Vail by targeting overnight guests who stay longer and spend more, while effectively communicating community and brand values. Areas of focus include increasing mid-week and lower demand time period stays. Business Objective Target high net worth guests, maximize longer stays and higher spend, gain greater understanding of customer through research while educating on community values. Optimize Visitation Grow customer database and use data to better understand guest to enhance engagement & loyalty. Build Loyalty Develop and deliver upon a brand position that reflects community values, differentiates Vail in ways that build its competitive edge, and inspires all to care for Vail. Lead Stewardship Position Vail as the Premier International Mountain Resort Community and work with community partners to define, support and deliver on the brand. Brand Positioning OPTIMIZE VISITATION // PAID MEDIA PLAN Optimize VISITATION: Paid Media Item Goal *Late Winter: $40,000 ●Timing: 3/18/24 - 4/21/24 ●Awareness- Continue to increase brand awareness of the Town of Vail as a destination through precise audience targeting/reach ●Consideration: Engage with our new and existing audiences through content on DiscoverVail.com and/or within partner(s) custom executions via content/rich media ●Response- new and repeat visitation to the town through measurable platforms (Adara) Summer: $1,206,040 ●Timing: 4/1/24 - 9/8/24 *Fall: $45,000 ●Timing: 9/8/24 - 10/27/24 *Early Winter/Lodging: $85,000 ●Timing: ~10/28/24 - 12/8/24 (VLMD to confirm need period) *Events: $15,000 ●Timing: 11/4/24 - 12/31/24 *Details to be presented in future meeting 2023 2024 YoY Spend by Campaign Adara Expenditure Report - Age + Income 2024 Audience Recommendation ●Leisure Travel Intenders ○Age 18+, HHI 125K+ ○Behavioral attributes: Families, Empty Nesters, Outdoor Enthusiasts, Active Professionals ●Existing Customers ○Email lists (Brown) ○1st Party Data segments Adara Expenditure Report - Markets 2023 MARKETS ●Destination ○Austin ○Chicago ○Dallas ○Houston ○Los Angeles ○Miami ○Minneapolis ○New York ○San Francisco ○Seattle ○Miami ●Drive ○Arizona (State) ○New Mexico (State) ○Utah (State) ○Kansas City ●Front Range ○Denver/Colorado RECOMMENDED 2024 MARKETS ●Destination ○Atlanta ○Austin ○Chicago ○Dallas ○Houston ○Los Angeles ○Miami ○Minneapolis ○New York ○San Diego ○San Francisco ○Seattle ○Tampa ●Drive ○Arizona ○Utah ○Omaha ●Front Range ○Denver/Colorado 2024 Market Recommendation 2024 SUMMER MEDIA STRATEGY + RECOMMENDATION ●Utilize audience learnings from the 2023 Summer campaign to better inform audience and market targeting ●Consolidate vendors and streamline dollars to create cost efficiencies and collect accurate first-party data by merging campaign efforts to establish a more holistic media plan ○i.e. Reallocate Print budget to Digital Buys/Content Partnerships ●Continue to invest in custom content partnerships to extend the reach of the Vail brand while increasing Vail’s owned content ○e.g Nativo ●Tap into Vail’s 1st Party Data to help re-engage past visitors to the destination to increase repeat visitation Overall Media Strategy Paid Social Digital FB/IG CAROUSEL + STATIC ADS PRE-ROLL CTV DISPLAY NATIVEOTT SEM GOOGLE TEXT ADS TIKTOK FB/IG VIDEO + POLL ADS RICH MEDIA Streaming Radio Digital OOH Digital OOH 2024 Campaign Tactics PARTNER TACTIC CAMPAIGN OPTIMIZATION KPI Hulu OTT Primary: Video Completion Rate Reach Cost Per ViewAd+Genuity CTV Ad+Genuity Pre-Roll Video Ad+Genuity Display Prospecting/Retargeting Primary: Engagement Rate Secondary: Click-Through Rate Landing Page Visits Site Engagement ShareThrough + TripleLift Native Display Prospecting Enhanced Native Primary: Engagement Rate Secondary: Click-Through Rate Time on Site Content Engagement Site Engagement Spotify Streaming Radio Primary: Audio Completion Rate Reach Nativo Content Partnership Primary: Engagement Rate Secondary: Click-Through Rate Content Engagement Site Engagement continued next page Media Partner Overview PARTNER TACTIC CAMPAIGN OPTIMIZATION KPI Undertone Rich Media Primary: Engagement Rate Secondary: Click-Through Rate Content Engagement Site Engagement Google Paid Search Primary: Engagement Rate Secondary: Click-Through Rate Goal Conversions Facebook/Instagram Paid Social Reach/Goal Conversions TikTok Paid Social Content Engagement Site Engagement Media Partner Overview INSPIRATION CONSIDERATION/ ENGAGEMENT VISITATION TACTICS KPIs Streaming Radio Pre-Roll Video CTV/OTT Programmatic OOH Paid Social Prospecting Reach CTR VCR Cost per view Content Engagement Landing page visits Pageviews Site Engagement Display Prospecting Native Prospecting Enhanced Native Custom Content Rich Media Display Retargeting Paid Search Paid Social Retargeting Bookings Searches Travel Journey Funnel 2023 2024 Digital: $788,000 Traditional: $223,000 Digital: $1,184,640 Traditional: $140,000 YoY Media Mix by Channel - Summer 2023 2024 Front Range: $225,760 Destination: $903,040 Front Range: $278,208 Destination: $1,112,832 YoY Spend by Region - Summer OPTIMIZE VISITATION // GROUP SALES Optimize VISITATION: Groups ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal Cvent - Added Group Business Intelligence Reporting - Planner Navigator Tools - DMO Dashboard Renew Cvent Contract for 2024 (effective March) - 1 Diamond Listing - Diamond Plus Listing for Discover Vail Microsite - Comp Set Banner Ads - Park City and CO Springs - Video Retargeting Campaign (30 second) - Google Display Ads Gain insight on where planners are sourcing, type of meetings that we might not otherwise be aware of. Get detailed info on declined reasons and where planners have booked. Present and future data on market territory, segment, focus on need periods. Drive value for lodging partners on insights. Drive Group Business to Vail Other Marketing: - MPI Global & CSAE Directory Listings - Destination CO Directory and Display Ads - Explore Tradeshow Options for 2024 - SalesForce Database Exposure/Awareness to Meeting Planner Members Group Sales Reporting/Results BUILD LOYALTY Build LOYALTY: Owned Channels ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal *Organic Social Media (FB & IG) Followers, engagement rate, video views, click to site, Increase channel audiences, engagements/engagement rate, video views; maintain/increase clicks to site; integrate UGC, integrate with overall content plan to distribute new content *YouTube Influencer Program -TripScout Increase engagement and content sharing while driving more followers to @DiscoverVailCO CRM and Email Content -Hyper-Personalized Content Versioning # of campaigns sent Click rate Unsubscribe rate *Details to be presented in future meeting Influencer Program: TripScout Goal: Utilize our influencer program to generate large-scale awareness while driving direct and trackable bookings. Overview & Strategy ●97% of Millennials use social media to plan their next travel destination ●3 in 5 travelers watch online videos to narrow down the travel brand, destination, or activities at their destination ●TripScout’s network has over 60M+ followers - twice as much as the entire travel industry combined Influencer Program: TripScout Overview & Strategy Con’t ●92% of TripScout’s audience report they will book travel in the next 12 months ●70% of their audience are categorized as above average income @hotels Social-First Booking Integration ●Since it’s an internal booking platform - athotel.com - we know exactly what people are willing to spend and what they’re looking for Influencer Program: TripScout Properties & Promotion ●Properties that have given availability to @hotel can be booked directly and reported on from the campaign. There are currently 19 properties included and those can be viewed HERE. ●For those properties not listed, we’re still able to feature, tag, and drive awareness. Influencer Program: TripScout Campaign KPIs ●EXPAND AWARENESS - We'll highlight all there is to do, see, and eat during the shoulder seasons. ●DELIVER A WEALTH OF CONTENT TO INSPIRE - Build upon your already growing social presence with a wealth of stunning content to use on your channels, created by skilled creators. ●REACH HIGH INTENT TRAVELVERS - specifically those in your primary markets and demographics - including affluent empty nesters and families - around the globe. ●DRIVE OVERNIGHT STAYS - leverage the @Hotel booking platform and network to drive additional overnight stays Investment: $111,111 Deliverables: ●4 Creators to capture content in-market ●50+ Pieces of social content owned for up to a year ○NEW cross-account amplification through TripScout network or AV ●NEW 3 email inclusions and 1 banner set ○400,000+ subscribers, 30% open rate, and growing by 7-12k per week ●NEW 1 sponsored giveaway ●Estimated 13,100,000 impressions ●eCPM of $7.83 ●Detailed booking information via @hotel ●NEW Negotiated Added Value (AV) ○2 additional creators, 6 posts, 5 AV posts for an estimated 600,000 impressions CRM Goals ●Drive continued growth in # of campaigns sent (+62% YoY in 2023) - 2024 goal TBD ●Maintain click rate to drive continued growth in total # of clicks (+59% YoY in 2023) - 2024 goal TBD ●Maintain unsubscribe rate at or below 0.54% (down 16% YoY in 2023) CRM Strategies & Tactics ●Increasing segmentation within newsletters to deliver more personalized content ●Leverage consistent popularity of event content and use past event attendance to personalize ●Continue extensive A/B testing (over 70 tests run in 2023) ●Creating more lifecycle messaging, with content and send triggered by guest behaviors (i.e. In-person visitor, web-engagement and email campaign engagement) ●Use WiFi visit data for targeting non-visitors ●Utilize ChatGPT for content versioning to support email personalization at scale Build LOYALTY: Data Analytics ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal *Data Collection Campaigns Strategy, signage, staffing, giveaways, etc to drive on-venue activation for newsletter signups # of Newsletter signups Analytics Center of Excellence to support partner group. -Fold in analytics support for channels beyond CRM/Database as well as additional data sources like Rove, KeyData, Adara, etc. Partner and VLMD dependence on centralized analytics to provide performance measurement and customer behavior insights Strategic Data Partnership Grow marketing capabilities per Roadmap and focus on in-town activations across channels Efficiency and effectiveness of marketing spend Growth in breadth and depth of customer database Build LOYALTY: Website ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal *Blog Content and SEO -Content strategy, plan development and monthly blog creation and optimization Maintain/increase organic traffic to blog pages, engagement rate, average engagement time, partner referrals, conversion rates, keyword rankings on branded keywords, page 1 and position rankings Booking Engine Transition -Ripe booking engine offers booking data that we will never get from Book Direct. Bookings tracked through platform Connected properties Increase data collection Increase bookings and determine baseline for platform as it related to DestiMetrics and KeyData *Details to be presented in future meeting Ripe Work with DMOs to grow bookings & harvest value ●Driving commission-free bookings to lodging stakeholders. ●Measuring attribution and success of marketing efforts. ●Capturing valuable travel insights and first-party data. ●Automated retrieval of live rates, availability, and reservation delivery for all lodging types. Experience For Travelers & Lodging Partners Ripe Current Booking Engine Rates & Availability Provides live rates, availability, and can book while staying on the DMO’s booking engine. Provides average rate/night and need to leave the DMO’s booking engine to the property website to book. Property Information Builds and maintains each property landing page with multiple photos, all room types and latest information. Provides one photo and limited information. Must redirect to property’s website to see all room types, multiple photos, and latest info. Booking Booking transactions are simple and commission-free. Lodger is the Merchant of Record. Redirects to the property’s website to complete the booking. Traveler Experience State-of-the-art, branded UI & UX. Easy-to-use search and booking tools with comprehensive summaries. Facilitate traveler research When and where travel demand is generated. Booking instances Create calls to action and separate instances on DMO/partner website while collecting conversions. Promotional pages Create and implement landing pages of events and promotions. Data reporting Review e-commerce performance of booking engine: travel trends, site engagement, and each property performance. Extension of DMO’s Team Measurable Outcome Conversion & travel analytics Inclusive of booking trends, room revenue, reservation metrics, room nights, ADR, conversion rates, and more. Search intent analytics Search and travel intent inclusive of look-to-book windows, search volume, trending dates & popular features, and more. Able to collect opt-in first-party data Collective valuable first-party, opt-in data for CRM. Real-time reporting Provides economic impact with Interactive dashboards Ripe Budget ●This will be a ~$20k increase as we transition between Book Direct (6 month contract) and Ripe ●Book Direct: $20,000 Annually ●Ripe: ○$25,800 annually ○2,500 initial set up ○$75/property Requesting board vote on approval for this transition LEAD STEWARDSHIP Lead STEWARDSHIP ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal *In-Market and owned channels awareness campaign -Produce campaign to highlight destination stewardship priorities and deploy in-market and across owned channels -Implement stewardship campaign across the website and local media channels (e.g., resort installation, welcome centers, etc.) In-resort campaign engagement metrics Post visit survey results Increase web traffic to sustainability/stewardship pages Guest and community awareness *Diversity, Equity and Inclusion (DEI) Strategy -Building a DEI collective impact model, establishing DEI principles and developing a vision/ commitment statement Brand perception study Build a DEI strategy to support the stewardship roadmap, embracing and communicating with diverse audiences *EGE Airport in-kind Marketing Production Digital graphic plus wall activations, additional video edit w/ emphasis on subtitles *Details to be presented in future meeting BRAND POSITIONING BRAND Positioning: Campaigns ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal 2024 Campaign -Continue Production of media assets for launch -2024 Campaign Experiential Activation: Consultation and design hours for events activations for Discover Vail events such as Mountain Games, America Days, etc. -Create engaging campaign content for social media and website. Campaign awareness to enhance visitor experience and brand engagement Grow social media channels with original content Increase brand awareness Increase customer engagement *2025 Campaign -Slight build off of 2024 campaign and integrate new brand plus launch production Brand perception study Media plan KPIs based on distribution/channel Increase brand awareness Increase customer engagement *2024 Photo/Video Strategy and Production -Miles to lead photo/video content strategy as part of the whole content strategy and provide recommendations to the partner group and beyond for execution. photo/video library increase Multi channel distribution Consistent, streamlined content capture process Increase in content distribution *Details to be presented in future meeting BRAND Positioning: New Brand ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal *Brand Perception Study -Brand perception study will be an added ongoing cost for a continued, consistent analysis of Vail brand perception Setting baseline for brand perception *Implement the new brand -visual identity across the website including reskinning and redesigning various website elements -Business awareness kick-off -Community awareness campaign -Design and production of Round about banners and town signage Local business participation Community feedback and participation Awareness question to be added to community survey *Board Strategy: Mission/Vision/Values Create board mission for VLMD to guide strategy *Details to be presented in future meeting BRAND Positioning: Public Relations ●Grow destination markets ●Lodging campaigns to fill need periods ●Grow market share ●Enhance video distribution ●Prioritize Mexico efforts ●Targeted group Marketing ●Stewardship messaging Item KPI Goal In-Market Media Activations -Front Range F&B Event -Los Angeles Media Mission No. of media from target outlets Secure more than 2 dozen attendees/appointments for both efforts combined. Generate coverage . Media Events -Travel Classics -Adventure Travel Trade Association ELEVATE No. of engagements with media from target outlets 20-40 engagements. Generate coverage Satellite Media Tour Generate more broadcast coverage for summer No. of bookings in key target markets 10-15 segments *International + MICHELIN -Creative content, “food trail” concept -Front Range F&B event -Integrate into spring Mexico City media mission Monitor key message coverage. No. of attendees at FR and Mexico City events from target outlets. 8-10 at Denver event, TBD Mexico City and >dozen dining stories. *International PR Monitor key message coverage. No. of attendees at FR and Mexico City events from target outlets. *Details to be presented in future meeting 2024 CAMPAIGN UPDATE 2024 Campaign Update To be presented live in meeting WEBSITE UPDATES Interactive Map of Vail Opportunity No go-to resource for way finding outside of third party sites. New visitor confusion around the different villages and town layout. We wanted to own the pedestrian village experience for all things-to-do and local businesses. Approach Following the newly established taxonomy for the things-to-do pages. Iconography bings color and approachability to the site while creating an easy to use user experience. New categories added: Bus and Transpo, Walking Tours, Hotels, Hiking. Multi-Device Design Responsive and mobile friendly design. Map & list view depending on user preference. Links to business website, activity page or booking engine. Easy to Find Information Robust filter system for business types or activities. Unique points-of-interest called out such as the covered bridge, gondola or other sightseeing points. Hiking in Vail Specially designed hiking experience pages. Visitor surveys indicate “hiking” was among the top most popular summer activities. Hiking related pages frequently receive the highest rates of traffic on the website. New hiking pages and trail maps position DiscoverVail.com as the best resource for hiking information, building brand trust and user confidence. Walking Tours Self Guided walking tours around Vail. Curated experiences that are unique to Vail. Provides opportunity for discovery and positions Vail as an arts and culture destination. TOWN OF VAIL UPDATES Thank you! Upcoming Meetings: Special VLMDAC Board Meeting Friday, January 19, 2024, Virtual VLMD Meeting Tuesday, February 6, Vail Town Council Chambers VLMDAC Board Meeting Thursday, February 15, 2023, Grand View Room APPENDIX PAID MEDIA PARTNER DETAILS Adgenuity will buy from the Basis DSP (Demand Side Platform) to ensure we are reaching the right audience using behavioral audience segments while utilizing Private Marketplace deals such as SpotX, OpenX, or Discovery+. Programmatic Buying Overview Programmatic Benefits ●More efficient rates and minimums ●Real-time data and optimizations that lead to a stronger performance ●Enhanced targeting ●Ads run on premium inventory Ad+Genuity Benefits ●Reporting using Looker Studio ●Help with creative assets ●Agile placements ●Specialized deals ●Dedicated experienced programmatic team ●Reduced CPM fees by 20%, creates additional impressions Ad+Genuity ●Access to all channels in one platform ○Programmatic Display ○Native Display ○Enhanced Native ○Pre-Roll Video ○Connected TV ●Audience data layering onto campaigns (Adara Cortex) ●$490,000 Total ●33MM Impressions Ad+Genuity ●:30 Video Ads ○Ads on Hulu are non-skippable, protected by industry separation, and served in a lighter ad load. ○Leverage Disney Select and our 1P data, our recommendation includes audiences identified as: ○Interested authentic experiences and general travel ○Travel Planners/Intenders ●Only 10% overlap with other ad-supported OTT content ●$95,000 Total ●2.7MM Impressions Hulu ●Efficiently distribute Vail content across relevant lifestyle & endemic sites, combined with layers of robust audience targeting, geo-targeting, & retargeting ●Reach Vail’s audience in environments they trust with Nativo’s proprietary Native article format ●Native Takeovers will enable Vail to overcome banner blindness by utilizing high impact, immersive branding within white space without sacrificing click interaction. ○Native in-feed unit drives to a branded content experience hosted within the publisher site & allows natural content consumption in trusted environments. Nativo Samples ●Native Takeover (Content Landing Page) Nativo ●Up to Native Takeovers ●Added Value ○Supplied Editorial (2 units) ○Nativo Insights + Scroll Analytics ○Retargeting Pixel ●$100K ●8.3MM Impressions Nativo ●Spotify is the world’s most popular audio streaming platform with 489 million monthly active users across 183 markets ●Audio Everywhere ○Achieve 100% SOV - audio ads are served in-stream during active sessions ○Delivers audio ads across devices and platforms, reaching highly engaged Spotify users wherever they are listening ○:30s Audio ○640x640 Companion Banner ●$80,000 Total ●3MM Impressions Streaming Radio ●High-impact, interactive rich media units delivered across network of quality publishers ●Targeting includes mix of contextual, demo, and behavioral, and is optimized for interaction ●Full Screen takeover Page Grabber unit demands attention and offers users an interactive, “choose your own adventure” experience Rich Media ●Majority of DOOH actually is place-based media ○Contextually relevant environments — such as malls, gyms, office buildings, gas stations, restaurants, bars, taxis and more — provide a unique opportunity to engage with consumers in a natural setting. ●Programmatic technology for DOOH allows buyers to make more efficient and strategic out-of-home media buys — enabling marketers to easily integrate DOOH into their omni-channel marketing strategies. ●Vistar utilizes anonymized GPS location data to understand where consumers go, how they spend their time and which paths they take. ○Activates media when and where consumers are most likely to be throughout the day, and measures results based on campaign exposure. Digital Out-of-Home ●Reach highly targeted audience by location, age, interests, behaviors, language, etc ●Targeting and formats support each stage of the funnel ●Optimize spend across both FB and IG based on performance ●Drives additional organic social engagement Diverse tactical strategy ●Retargeting based on user site engagement ●Video ads (:15/:30s) build awareness ●Carousel ads drive further consideration and site traffic Paid Social ●Ads are embraced like native content & should look as organic as possible. ●In-Feed ads achieve 23% higher detail in memory than TV ads. ●Tap call-to-action button or the ad’s video caption to visit your landing page. ●In-Feed Spark Ads ○Appear on the For You Page ○A destination URL (not visible) ●$66,600 Total *TikTok account not required to run ads Paid Social / TikTok ●Lower funnel channel that is budget-efficient, enhances SEO, and highlights important features to in-market audiences. ●Keyword and automated intent targeting drive high quality traffic that is more likely to convert ●Spend where it makes sense by driving visitation via high performing Ad Groups/Keywords ●Always on advertising tactic captures intent, in the moment when searches are happening and interest is high Paid Search ●Optimized Multi Channel Reach - A fully automated campaign that will find more converting consumers across all of Google’s channels — YouTube, Display, Search, Discover, and more ensuring ads are seen by a wide and relevant audience. ●Enhancing Traditional Search Campaigns - Performance Max campaigns will run alongside traditional search campaigns and are meant to compliment a well-built search campaign that uses Google’s automation best practices such as enhanced bidding and Responsive Search Ads. ●Lower Funnel Results - These campaigns focus on conversions over other performance KPIs which allows “awareness” placements like YouTube and Display to be used in always on campaigns as opposed to just for generating awareness via views and impressions. Paid Search - Performance Max