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HomeMy WebLinkAbout01. MARCH-21-2024-VLMDAC-BOARD PRESENTATIONVLMDAC BOARD MEETING MARCH 21, 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 ●2024 PR Goals & Tactics (15 minutes) MYPR ●Mexico Media Plan (5 minutes) Miles ●Meta Business Account (5 minutes) Miles ●Ripe Booking Platform (5 minutes) TOV ●Brand Platform (60 minutes), Resonance ●2024 Campaign Update (30 minutes), 970 Design ●Town of Vail Updates (5 minutes), Town of Vail ○VLMD Supplemental ●Other Business ●Adjournment SWEARING IN NEW BOARD MEMBER FINANCE UPDATE MINUTES APPROVAL Minutes Approval Action requested of board to approve the February 18 minutes. 2024 TACTICS 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 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. OPTIMIZE Visitation: Mexico Media Brief ●Flighting ○Mid-April through August to align with Mexican audience travel planning cycle ●Markets ○Mexico ●Campaign Objective ○Primary: Bookings ○Secondary: Site Traffic/Engagement ●Audience ○Leisure travel intenders - focus on behavioral attributes, but include limited demographic targeting for brand safety ■Age 18+, HHI $125k+ ■Families, empty nesters, outdoor enthusiasts, active professionals ○Existing Customers ■Email Lists (Received from BAAG) Ripe Update Update being re-published on Wednesday. META BUSINESS ACCOUNT Meta Business Account ●At current, Vail’s Facebook and Instagram accounts are live and available for posting, boosting, and paid advertising ●However, there is a restriction at the Business Manager level that restricts certain activities like brand partnerships and fully leveraging these tools in one location, ie adding them to the Meta Business Suite. ●The restriction also doesn’t allow us to move the Facebook or Instagram pages out of it and into the new one created. The current accounts are stuck in the existing account. Meta Business Account ●Per Meta, a fake Instagram personal profile was created to then create the DiscoverVail Business account. The new Business Account was then used to create the current Discover Vail Instagram account and business manager. ●The inconsistent data prompted the flag/restriction and since the setup data was wrong/insufficient there was nothing verifiable which prevented any recovery. As a reminder, the account was restricted in February 2020. Meta Business Account 2019 Account Creation Account created with a personal Instagram account that then setup Business Manager which houses all Meta platforms and access Account Restriction On February 21, 2020, Meta restricted Vail’s Business Manager 2020 Management & Maintenance Miles identified workarounds to allow for continued advertising and posting with over 20% growth in audience in under 6 months. Begin running into limitations with paid partnerships and deeper investigations begin 2023 Future-Proofing Relaunch a new Facebook account. Another call with Meta on March 15 to work on releasing Business Manager. If not, recommend new Instagram account 2024 2023 Account Transition Miles takes over digital media management and media strategy BRAND PLATFORM 2Vail - Brand Strategy TABLE OF CONTENTS 01Brand Platform Finalization Revisions & Scorecard Results 02Brand Identity Kick-o Workshop refresher 03Next Steps 3Vail - Brand Strategy BRAND PLATFORM Positioning What makes a place stand apart ▼ Brand Pillars Key strengths of the brand ▼ Personality The brand traits influencing its expression (voice & identity) ▼ Brand Essence Distillation of the brand 4Vail - Brand Strategy POSITIONING STATEMENT We bring Vail to life and it brings us to life; it’s a town, a mountain, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. OUR POSITIONING IN ONE WORD Connector REVISION: Reworded “...more than just a mountain” as that statement emphasized Mountain vs. Town 5Vail - Brand Strategy BRAND PILLARS What are the pillars that define Vail’s key strengths? 01 Pioneering Spirit 02 Vibrant Village 04 Elevated Experience 03 Year-Round Discovery ✓“Passionate” ✓“Rebellious & evolving” ✓“Full of life and dynamism” ✓“Village is unlike anything else” ✓“Community is real” ✓“Full of life and dynamism” ✓“Variety of activities year-round” ✓“Potential to always explore more” ✓“An experience you’ll never forget” ✓Addresses the role of (approachable) luxury HOW DO THESE PILLARS REFLECT WHAT WE HEARD? REVISIONS: Wordsmithing, such as: > “winter to summer” → “year-round” >“year-round sports” → “year-round activities” >removing reference to “groms” slang 6Vail - Brand Strategy BRAND PILLARS Active and engaged, ours is a real community of stewards who share the passion of Vail’s founders. They take the long view of their mountain home, devoting themselves to their love of the outdoors, the well-being of their families, and the sustainability of their beloved surroundings. Pioneering Spirit 7Vail - Brand Strategy BRAND PILLARS The Vail Village and Lionshead are unparalleled gathering places, both timeless and evolving. Charmingly ornate European architecture, glorious food, and walkable streets connect and delight devoted outdoorspeople, locals, day trippers and visitors from around the world. Vibrant Village 8Vail - Brand Strategy BRAND PILLARS Vail oers an unforgeable blend of culture and nature, inspiration and exhilaration in all four seasons. Our summers are filled with art, musical performances and festivals that rival those in major cities, and a joyous range of year-round sports keeps people connected to all the lives of the mountain. Year-Round Discovery 9Vail - Brand Strategy BRAND PILLARS Vail’s warmth, care and aention has earned us deep connections with residents, families and visitors from around the world. It’s a unique luxury, a practice and a feeling that comes as much from creating a global standard of programming as it does from treating people like family and a devotion to every detail, no maer how small. Elevated Experience 10Vail - Brand Strategy BRAND PERSONALITY If Vail were a person, how would they behave? 01 Passionate We’re devoted to our outdoor lives and our surroundings. 02 Caring 03 Inspiring We hold ourselves to a higher standard; we inspire to beer. 02 Charming Vail is a destination that enchants. 05 Inspiring 02 Fun 04 Memorable The fun of Vail becomes part of our families’ stories forever. REVISIONS: Inspiring: replaced “approachable luxury” with “casual luxury” (While Vail may not be financially accessible for all, it does oer a more relaxed/casual luxury experience e.g. NY Philharmonic from the lawn) 11Vail - Brand Strategy BRAND PERSONALITY Our community is defined by its pioneering spirit. Our personality is passionate. It’s Vail’s people who bring it to life: our diverse residents and visitors are outspoken, quirky, friendly and active, devoted to their lifestyle and their surroundings. They make Vail the authentic, alive and welcoming place that it is year-round. Passionate 12Vail - Brand Strategy BRAND PERSONALITY Charming Our village is vibrant. It charms all who encounter it. We all feel the charm of the village, a magic that transcends logic, no maer our age or our origins. From the village to the mountain, season to season, Vail captivates and enchants us, touching the parts that other resorts cannot reach. 13Vail - Brand Strategy BRAND PERSONALITY Inspiring Our experiences are elevated. The way we behave is inspiring. From the casual luxury of our hospitality venues to our imaginative year-round programming in the music, arts and competitions, Vail is a destination and a catalyst that creates and oers more, inspiring residents, visitors and employees to new heights. 14Vail - Brand Strategy BRAND PERSONALITY Memorable We oer year-round discovery. We’re fun and we’re memorable. Vail is both unabashedly fun and entirely unforgeable. Memories are made moment by moment, whether residents and visitors are following the wave of a baton at the Ford Amphitheatre, watching their kids compete at the GoPro Games, savoring the craft of a Michelin chef or making early morning turns down Sun Up Bowl. Vail goes straight to the heart and stays there for generations. 15Vail - Brand Strategy BRAND ESSENCE Brand Essence Evaluation 16Vail - Brand Strategy BRAND ESSENCE OPTIONS The Peak of Play Live the Unforgeable Mountains of Memories Always With You Make Your Magic Above & Beyond Everlasting Come Alive 17Vail - Brand Strategy BRAND ESSENCE EVALUATION CRITERIA How well does this Brand Essence option embody the CONNECTOR brand positioning? __ /5 How well does it create an emotional aachment?__ /5 How well does it reflect each of the 4 pillars? – Pioneering Spirit – Vibrant Village – Year-Round Discovery – Elevated Experience __ /5 __ /5 __ /5 __ /5 Feels unique and ownable for Vail vs the competition?__ /10 How well does it complement the Vail Mountain brand strategy?__ /5 TOTAL __ /45 SCORECARD Weighted more heavily 18Vail - Brand Strategy BRAND ESSENCE DECISION The Peak of Play Live the Unforgeable Mountains of Memories Always With You Make Your Magic Above & Beyond Everlasting Come Alive 19Vail - Brand Strategy OVERALL SCORECARD RESULTS - VLMD BOARD Live the Unforgeable 356 Come Alive 329 Everlasting 307 Always With You 305 Mountains of Memories 304 Above and Beyond 289 The Peak of Play 281 Make your Magic 281 Overall, the “Live the Unforgeable” brand essence was rated as the strongest distillation of the brand platform. It was followed by Come Alive, with the others falling further behind. “Live the Unforgeable” also rated the highest across most scorecard criteria, except for: ●Year-Round Discovery: “Peak of Play” ●Elevated Experience: “Come Alive” 20Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD How well does this option embody the brand positioning?Live the Unforgeable 44 Everlasting 40 Come Alive 40 Mountains of Memories 40 Always With You 37 The Peak of Play 35 Above and Beyond 34 Make your Magic 34 21Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD How well does it create an emotional aachment?Live the Unforgeable 44 Always With You 41 Everlasting 40 Mountains of Memories 40 Come Alive 39 Make your Magic 33 Above and Beyond 32 The Peak of Play 27 22Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD Reflects the Pioneering Spirit pillar.Live the Unforgeable 37 Make your Magic 35 Mountains of Memories 35 Always With You 34 Everlasting 32 Come Alive 32 Above and Beyond 29 The Peak of Play 25 23Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD Reflects the Vibrant Village pillar.Live the Unforgeable 37 Come Alive 36 The Peak of Play 36 Make your Magic 33 Always With You 32 Mountains of Memories 31 Everlasting 31 Above and Beyond 28 24Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD Reflects the Year-Round Discovery pillar.The Peak of Play 42 Live the Unforgeable 39 Come Alive 38 Mountains of Memories 36 Everlasting 36 Above and Beyond 34 Always With You 34 Make your Magic 32 25Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD Reflects the Elevated Experience pillar.Come Alive 43 Above and Beyond 41 Live the Unforgeable 40 Mountains of Memories 34 Everlasting 33 Always With You 32 The Peak of Play 31 Make your Magic 27 26Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD Feels unique and ownable for Vail versus the competition.Live the Unforgeable 70 Come Alive 61 Always With You 60 Everlasting 58 Above and Beyond 54 Make your Magic 53 Mountains of Memories 53 The Peak of Play 49 27Vail - Brand Strategy DETAILED SCORECARD RESULTS - VLMD BOARD Complements the Vail Mountain Brand Strategy. Undeniably Vail Whether you’re skiing on the Back Bowls or strolling through the Village, you experience something you can’t get anywhere else. So, let’s show o the mystical elements that make this place “like nothing on earth.” Live the Unforgeable 45 Come Alive 40 Everlasting 37 Above and Beyond 37 The Peak of Play 36 Always With You 35 Mountains of Memories 35 Make your Magic 34 28Vail - Brand Strategy BRAND PLATFORM Pioneering Spirit ▼ Passionate Vibrant Village ▼ Charming Elevated Experience ▼ Inspiring Vibrant Culture ▼ Creative Year-Round Discovery ▼ Memorable BRANDPOSITIONING BRANDPILLARS BRANDPERSONALITY BRANDESSENCE Live the Unforgeable We bring Vail to life and it brings us to life; it’s a town, a mountain, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. OUR POSITIONING IN ONE WORDConnector 29Vail - Brand Strategy BRAND IDENTITY Brand Identity Kick-o 30Vail - Brand Strategy THE ASSIGNMENT Create a new brand identity for Vail, that reflects the new brand platform, especially the personality traits & brand essence. We’ll need a wordmark and icon. The wordmark should be: VAIL or Vail (not “Discover Vail”, or “Vail Colorado”, etc.) 31Vail - Brand Strategy BRAND WORKSHOP TAKEAWAYS What does your current identity currently evoke? Consolidated responses from the board + denotes the popularity of the answer: ++++++ Dull, Boring, Plain ++++Clear ++ Simple, basic Direct Confusing Neat Bold Consistent but Derivative It’s a wordmark, not a logo, no soul or spirit 32Vail - Brand Strategy BRAND WORKSHOP TAKEAWAYS What should the new identity evoke? Consolidated responses from the board + denotes the popularity of the answer: +++++Innovative ++++Inspiration ++ Bold & Strong ++Leader ++Adventurous + Majestic + Joy + The many faces of Vail + Prestige Sense of movement, change Polished but not rigid (like current brand) What should the brand look & feel like? Consolidated responses from the board + denotes the popularity of the answer: A blend of modern and traditional More natural More playful In motion, everchanging A blend of youthful and mature+established Simple Bold Elevated A blend of abstract and literal Neither masculine or feminine More innovative 33Vail - Brand Strategy Brand Workshop: What should Vail strive to be? More Youthful More Rebellious More Evolving More Authentic BRAND WORKSHOP TAKEAWAYS 34Vail - Brand Strategy COMPETITOR LOGOS MOUNTAIN DMO MOUNTAIN DMO 35Vail - Brand Strategy The original Vail Mountain logo is found throughout the village. Is this one territory/area we should should pay homage to? CREATIVE CONSIDERATIONS 36Vail - Brand Strategy Consider the Bavarian design cues found throughout the village architecture. Consider the confluence of elements found at Vail. Water: A river runs through the Village, snow in winter Fire: Torches, après ski bonfires, candlelit tables Earth: Rock and Mountains, beautiful forests and trails Air: Elevation of the mountain, elevated experience CREATIVE CONSIDERATIONS 37Vail - Brand Strategy CREATIVE CONSIDERATIONS Consider creating a design system that’s flexible ever-changing, like the Melbourne logo, to reflect everything Vail has to oer (4 seasons, activities, vibrant village, nature, etc.) 38Vail - Brand Strategy NEXT STEPS Discussion & Next Steps 39Vail - Brand Strategy NEXT STEPS April 2 or 3 Requesting Special Meeting: Present brand identity territories/themes April 18 VLMD Board Meeting: Present logo options based on preferred territory/theme + tagline options April 22 - May 3 Revisions/finalization of preferred logo & tagline May 6 - 17 Brand Book development (inclusive of brand strategy + identity guidelines) May 23:VLMD Board Meeting: Present Brand Book PHASE 3 2024 CAMPAIGN UPDATE2024 CAMPAIGN UPDATE 2024 Campaign Update *To be presented at board meeting. TOWN OF VAIL UPDATES Thank you! Upcoming Meetings: VLMDAC Board Meeting Thursday, April 18, 2024, Grand View Room APPENDIX Late Winter Media Campaign March 18 - April 21, 2024 ●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