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Home My WebLink About01. aV2-FINAL-FEB-15-2024-VLMDAC-BOARD PRESENTATIONVLMDAC BOARD MEETING February 15, 2024 Agenda I.Swearing in new VLMDAC Member (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 ●EGE Summer Flights (5 minutes) Chris Romer, VVP ●Website Updates (15 Minutes) 970 Design ●Brand Platform (60 minutes), Resonance ●2024 Goals & Tactics Phase 2 (45 minutes) Town of Vail and VLMD Partner Group ●Town of Vail Updates (5 minutes), Town of Vail ●Other Business ●Adjournment SWEARING IN NEW BOARD MEMBER FINANCE UPDATE MINUTES APPROVAL Minutes Approval Action requested of board to approve the January 18 and January 19 minutes. EGE SUMMER FLIGHTS EGE Summer Flights EGE Summer Flights EGE Summer Flights Marketing Promotion and Messaging Approach ●Evaluate owned and paid opportunities to speak to our key guests within Chicago and Houston ●Outline of approach and timing ○Internal announcement made on February 2 ○Self-directed research and ideation through week of February 12th ○Multi-channel recommendation for VLMD and VVP week of February 19th, to include: ■Website content ■Paid and Owned Media ■Email content ■Airline Partnership 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. BRAND PLATFORM Brand Platform To be presented at board meeting. 2024 TACTICS PLAN PHASE 2 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 2023 2024 YoY Spend by Campaign Late Winter Campaign Details ●Tactics/Partners ○Digital Display - AdGenuity ○Paid Search - Google ○Paid Social - Meta ●Markets ○Arizona (statewide) ○Colorado (statewide) ○Utah (statewide) ●Campaign Objective ○Primary: Bookings ○Secondary: Site Traffic/Engagement ●Messaging ○Highlight and promote village events such as Aprés at the Amp and Restaurant Week, alongside supporting ski imagery Summer Trip Planning Window ●Audiences are booking flights 41 days before arriving and hotels 37 days before arriving ●With Summer promotion starting on April 1st, audiences would then be booking for June-ish Adara Expenditure Report - Age + Income AGE TOTAL SPEND AVERAGE SPEND/INDIVIDUAL 20-29 $309,577.41 $126.62 30-39 $2,638,265.74 $216.38 40-49 $6,297,831.20 $288.99 50-64 $11,865,642.20 $305.88 INCOME TOTAL SPEND AVERAGE SPEND/INDIVIDUAL $125k - $150k $5,883,683.25 $243.21 $150k - $200k $4,342,912.48 $280.43 $200k - $250k $3,742,496.11 $321.80 Summer Campaign Details ●Timing ○4/1/24 - 9/8/24 ●Audiences ○Leisure Travel Intenders ■Age 20-64 ■HHI 125K+ ■Additional Profiles: Families, Empty Nesters, Outdoor Enthusiasts, Active Professionals ○Existing Customers ■Email lists (Brown) ■1st Party Data segments ●Tactics ○Digital + Native Display ○Pre-Roll Video ○CTV/OTT ○Digital OOH ○Streaming Radio ○Rich Media ○Paid Search ○Paid Social BUILD LOYALTY Ripe Update Confirmation Email YES Ripe can they remove their contact info if ALL properties decide they don’t want Ripe involved. Recommendation: Leave it as is and see how it goes for the summer and revisit as needed leading into fall/winter Ripe Update 2024 Budget Impact ●Annually: $25,800 ●2024 One Time $2,500 initial set up $6,000 ($75/property) ●Book Direct: $21,000 Required 1 year contract per agreement made 2024 Total $55,300 Requested shift from Board: $35,300 shift from winter photo/video capture Influencer Program: Expand + Test Campaign Enhancements ●MYPR partnership with Miles to: ○Ensure campaign is integrated with all other Miles Partnership led programs; video, web copy, and social. ○Assist in defining content concepts & extensions; supporting key elements of brand story for creators to share. Objectives + Deliverables ●Objective - Drive impressions, create specific content ●3-5 content creators (min. 12 posts per creator) ●>750K organic impressions ●Content capture for Discover Vail based on creators selected and contracted deliverables ●Identify key channel amplifications to generate value-added impressions TEST! Affiliate Booking Program ●Objective - Drive bookings ●Integration into Ripe ●Pay for performance model - percentage split TBD ●$20-25K program (if more - program is performing!) LEAD STEWARDSHIP Diversity Equity Inclusion (DEI) Strategy Why is a DEI Strategy important? ●A deliberate strategic approach to DEI within a destination will foster innovation and bring together a wide variety of voices and experiences when promoting tourism and sustaining local economies. ●DEI will be fundamental to our approach and process by way of being intentional about who participates and contributes, and that as an outcome, we are building a sustainable pathway for stakeholders to support a destination brand that has both social and economic impact. ●A DEI strategy will enable VLMD to create a space where voices can contribute to the larger idea that is ultimately strategic, leading to advocacy, governance and policy to implement meaningful change. Diversity Equity Inclusion (DEI) Strategy Focused on an approach centered on inclusive destination stewardship, Miles will work in collaboration with VLMD to develop a DEI Collective Impact Model. In collaboration with VLMD, this model will work to seek feedback and develop trust with local and diverse businesses, as well as with key individuals at diverse organizations and affinity groups. Tactics would include, but not limited to: ●DEI Vision, Guiding Principles and Commitment Statements ●Community Engagement Task Force ●Communications and Stakeholder Engagement Plan Long-term outcomes of this model would include: ●An inclusive tourism ecosystem – local committee support/advisors, tapping intellectual resources, having community engagement goals that support/align with VLMD’s business goals and objectives ●Opportunity to collect and share stories and testimonials from people of diverse backgrounds to raise visibility, awareness and a sense of belonging ●Ensure local community groups have equitable access to participate in tourism development, investment and infrastructure. The door to that “access” is often hard to find or invisible Success Metrics: ●Defined DEI Vision, Guiding Principles and Commitment Statements for VLMD ●Task force engagement and participation ●DEI Action plan with measurable objectives (produced in collaboration with task force) BRAND POSITIONING 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 MICHELIN -Creative content, “food trail” concept -Front Range F&B event 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 -CTO alignment -Mexico City F&B, Michelin messaging event Monitor key message coverage. No. of attendees at FR and Mexico City events from target outlets. Brand Perception Study RFP History: Burke was an every other year brand perception study that took place from 2011 - 2019. With a 4-year gap (Due to pandemic), we’re going out to RFP. Budget: $50,000 Goals: -Evaluate Overall Brand Perception -Identify and measure Key Brand Attributes -Target Different Demographics -Evaluate Marketing Effectiveness -Competitive Analysis -Recommendations for Improvement Timeline -February: Publish RFP -March: RFP’s due -March: Selection made -April: onboarding -May-July: study TOWN OF VAIL UPDATES Thank you! Upcoming Meetings: VLMDAC Board Meeting Thursday, March 21, 2023, Grand View Room APPENDIX