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Home My WebLink About0. VEAC Presentation 11-08-2016_-updated2016-2017 SEASON UPDATE •Welcome •Brand Evolution •Data Marketing Strategy •Events •Mountain Updates & Priorities •Epic Day Pricing AGENDA BRAND ESSENCE: BRAND CHARACTER: THE LEADER Established | Confident | Inspiring Innovative | Sophisticated BRAND PILLARS: THE MOUNTAIN VILLAGE SOPHISTICATION CULTURE SERVICE 5,200 Skiable Acres Expansive, Accessible & Varied Terrain Most Groomed Terrain Back Bowls Blue Sky Basin World Class Lift System Ski & Snowboard School Adventure Ridge Après Ski Casual & Fine Dining High-End Shops Luxury Hotels Ice Rinks Heated Streets International Feel Events & Activities Heritage BRAND POSITIONING: BRAND COMMUNICATION EVOLUTION: HOW DO WE COMMUNICATE TO OUR GUEST: DATA DRIVEN ROADMAP – MULTI YEAR VISION EVENTS SNOW DAZE: December 9-11, 2016 Vail’s annual early-season kick-off includes free live concerts, expo village and aprés parties. SKADI VAIL: December 14-16, 2016 The second annual Women’s Weekend features the largest equipment demo in the country, guided mountain tours with expert female instructors, wine and cheese, yoga and more. CARNIVAIL: February 25-26, 2017 The return of CarniVail welcomes on-mountain Mardi Gras parties and free live music. BURTON US OPEN: February 27-March 4, 2017 The 35th annual event returns to host over 100 of the world’s best riders for slopestyle and halfpipe competitions. SPRING BACK TO VAIL: April 14-16, 2017 Vail’s end of season celebration welcomes the World Famous Pond-Skimming Championships, the Bud Light Bags Tournament, expo village and free live music. VAIL MOUNTAIN PRIORITIES Chair 9 – Sun Up Express Lift •Four-passenger high speed chairlift •65% increase in capacity •Average ride time from 8.2 minutes to 3.9 minutes •Eases the burden on Chair 5 High Noon Lift •Marks the 9th new chair lift in the last 10 years •All major lifts at Vail are now high speed Guest Experience •Improving guest flow •On-mountain signage •Epic Mix Time is a key tool for your guests •Up-to-the-minute chairlift and gondola line wait times •Building on grooming success •Last year we groomed an additional 2,500-3,000 acres per week •More than 50,000 additional acres over the course the season Safety •Continuing our commitment •Guest awareness campaign on and off the mountain •Additional on-mountain signage EPIC DAY PRICING (7+ days out) Advance Purchase Lowest price guaranteed. Greatest discount taken when purchased at least 7 days out. (1-6 days out) Mid Advanced Lowest ticket price guaranteed if purchased by midnight the night before. No need to go to the main ticket window. (within 24 hours of usage) Reload Lowest ticket price guaranteed. Save money and head straight to the lift. EPIC DAY VS. EPIC PASS Epic Day Pricing Epic Pass Pricing 2015/16 Pricing 2016/17 Spring Pass Pricing THANK YOU DESTIMETRICS For more information on DestiMetrics, contact Katie Barnes: kbarnes@destimetrics.com DESTIMETRICS For more information on DestiMetrics, contact Katie Barnes: kbarnes@destimetrics.com BURKE RESEARCH Correlation to Resort Visit Most Often Moderate relationship to Visit Most Often… •The ski school there is outstanding •This resort offers the right variety of lodging options (size, condos/hotels, ski-in/out, etc.) •This resort is a perfect place to vacation in summer or winter •Has a perfect mix of easy (green), intermediate (blue), and challenging (black) runs •It is worth spending more to enjoy all this resort has to offer •This resort offers an experience like nowhere else on earth •The staff at this resort gives attentive service to visitors Weaker relationship to Visit Most Often… •This resort caters to the needs and interests of women - both on and off the slopes •The village at the base of the mountain adds to the charm of this resort •Après ski makes a day spent here all the more fun •Back bowl skiing/snowboarding at this resort is like nowhere else •The terrain parks at this resort offer well maintained, diverse features •A place where you can truly have the experience of a lifetime Correlation Legend Dark Green: 0.25+ Green : 0.20-0.24 Yellow: 0.10-0.19 Red: 0.05-0.09 Correlations less than 0.05 not shown Bold: Resort core attribute Strong relationship to Visit Most Often… •This resort is a place I'd like to be, year after year •Is an ideal place for families to enjoy vacation adventures together •This resort offers the right variety of restaurants, menu choices, and price points SURVEY SAYS? 1.Guests choosing Vail are motivated by the total experience: •Leading factors in guests’ most recent visit to Vail: •The Mountain (64%), Resort/Village Atmosphere (34%), Dining and Entertainment (22%)1 2.Vail continues to attract guests looking for a luxury experience: •Guest rating of the Luxury Oriented factor was nearly equal between Vail (16%) and Beaver Creek (17%). 2 THE MOUNTAIN 64%62%56%60%FAMILY FRIENDLY 13%22%14%12% MAGNITUDE, MIX OF RUNS, TERRAIN PARKS ADVENTURES, ACTIVITIES LODGING 31%43%43%29%DINING AND ENTERTAINMENT 22%15%13%15% OPTIONS, PRICE POINTS RESTAURANTS, NIGHTLIFE EASE OF GETTING THERE 21%25%30%50%AUTHENTICITY 4%2%18%11% GROUND TRANSPORTATION GENUINE MOUNTAIN TOWN, NO PRETENTIONS PRICE OF GETTING THERE 26%20%27%33%LUXURY ORIENTED 16%17%2%5% AIR TRAVEL DISTINCTLY UPSCALE, WORTH SPENDING MORE FOR RESORT ATMOSPHERE 34%37%24%24%SKI SCHOOL 3%10%5%3% VILLAGE CHARM, GUEST SERVICE OUTSTANDING WINTER 16/17 MARKETING Key Focus Areas •Crafting stories for peak periods •Driving Off Peak Visitation •Capturing the full mountain and town experience •Targeted international efforts Lodging Offers •Vail All Access (will transition to Book By 11/4) •General winter savings message •Fast access to the chairlifts, the best rates on lodging and your choice of Vail's hottest restaurant reservations •Best discounts during Off Peak •Epic 4 Pass + Lodging Package •Lowest rate on lodging and mountain access •Lodging + Epic 4-Day passes •Jetaway in January •Focus on Jan 3-31 soft period •Save up to 45% WINTER 16/17 MARKETING New Service Washington DC-Dulles •United Airlines •Saturday only •December 24 through April 1 Phoenix •American Airlines •Schedules flex through the season from twice weekly to daily •December 15 through April 2 Other •12 non-stop markets, 9 of which are daily flights •4 airlines •No Fly In Ski Free program this year •Most current schedules and information at www.flyvail.com EGE AIR UPDATE EGE AIR UPDATE 0 10,000 20,000 30,000 40,000 50,000 60,000 APR MAR FEB JAN DEC NOV 2016-17 2015-16 2014-15 SKI SCHOOL New for Winter 16/17 Responsive Online Platform: •Launching 11/15 •Enables consistent experience across all device sizes •Enables mobile booking for Ski School products Current Marketing Efforts: •11/15 Book By Messaging •Renaming of Max 3 Product  Small Group Workshops •Evolution of creative messaging •Media Campaign PRODUCT SALES & SERVICE UPDATE Purchase Online Skip The Line •Purchasing lift tickets in advance is always the best deal •Purchase 7 days in advance to receive the best rate •Purchasing online is the easiest and quickest way for guests to get out skiing •Guests can purchase online minutes before accessing the mountain EpicDay Media Cards •EpicDay media options •Reloadable day to day or season to season •Each base area location has specific lines for guests who book online •Epic Day Media cards at Lodging locations for guests Season Passes •Epic Pass •Epic 7 Day •Epic 4 Day •All Season passes are still on sale LIFT TICKET SALES PROCESS 1.White Label booking engine 2.Blank lift ticket media 3.Low-tech full service solution Epic Pass vs. Lift Tickets 15/16 Ticket Prices 1-Day Advanced Ticket $151 1-Day Window Ticket $175 3-Day Advanced Ticket $144 3-Day Window Ticket $165 16/17 Season Pass Prices Epic Local Pass*$649 Per Day Pricing $65 Epic 7 Day $649 Per Day Pricing $93 Epic 4 Day $439 Per Day Pricing $110 EPIC 4-DAY PASS Leverage Pass to Sell Rooms •Capture Destination guests with unbeatable lift rate •Advanced purchased requirement complements lodging advanced purchase Communicate Across Channels •Email and CRM efforts •Booking confirmations •Property website •Reservations and front-line staff education •Social efforts Vail Marketing Support •Creative assets •Content sharing •CRM segmentation ideas WINTER 16/17 Adult: $399 Child: $219 No blackouts. WINTER 15/16 LOOKING BACK TOWN OF VAIL UPDATES 30 Rent By Owner | Update •The town’s ordinance that went into effect January of 2016 has added just over 300 individual owner licenses to short term rent their units, they are also required to pay lodging tax. •This does not include the many property management companies here in town. •Beginning this winter, in partnership with DestiMetrics, we also hope to gather valuable data regarding the available inventory of units being rented. 31 BUDGET PREVIEW | Revenue Projections Revenue Item % change from Amended 2016 Total 2017 $ Sales Tax + 2% $26.1M RETT -10% $5.8M Lift Tax + 5% $4.9M Parking + 22% $5.2M 32 BUDGET PREVIEW | Reserves: 10 Year History & 5 Year Projection - 10 20 30 40 50 60 70 80 90 Millions All Other Conference Center Fund RETT Fund Capital Projects Fund General Fund Reserve Min $55.5 $64.9 $80.1M $51.9M $69.2M $59.4 $62.1 $53.3 $69.3 $57.5 Questions? Thank you! VAIL App The Complete Vail Vacation Guide Home Screen The ResortApp Home Screen is designed to provide the guest with a simple and easy to navigate interface that provides information about the town and resort while remaining uncluttered and relaxed…just like we like our guests. Our goal is to enhance the guest experience! Period! We accomplish this by providing an app that provides information in a fun and informative way. Simple and Elegant. ________________________________________________________________________ DEALS Icon ________________________________________________________________________ The DEALS icon allows our local businesses to provide our guests with up to date and real time offerings that can be updated as often as they want. Our lodging partners can post room rates to fill vacancies. Après ski events can be posted to show drink specials and live music performances. FRIENDS Icon ________________________________________________________________________ The FRIENDS Icon allows users to share the app with their friends and family. This allows the users to create groups and track each other on and off the mountain during their stay. The GPS based system allows users to see their friends & family coming down the trails on our custom maps in real time. FRIENDS Icon (cont.) ________________________________________________________________________ The Group function allows the user to create a group within the group of friends so that they can message each other through the app to set up lunch meeting places, runs they like, times to meet, restaurants they like, etc. FRIENDS Icon (cont.) ________________________________________________________________________ The Group function has a messaging component so you can keep in touch with the whole group and make suggestions on where to meet up, where should we Apres and “I lost my ski, I’m going to the bar!” MAPS Icon ________________________________________________________________________ Our Maps are the first ever, top down, aerial, custom trail maps. These maps allow us to show the location of any local business, friends & family, on mountain dining and other points of interest. The also provide a wayfinding function that turns the device into a compass. Eat/Drink Icon ________________________________________________________________________ Our Eat/Drink Icon allows users to find restaurants and bars through our GPS system . The closest ones to them will pop up on the list. If they want to search by cuisine or specific item, they simply type the keyword in at the top and the restaurants that are closest to them with that keyword will appear at the top of the list. Eat/Drink Icon (con’t) ________________________________________________________________________ Once the user clicks on an individual business they are directed to the customized mobile page that we build for the business inside the app. The business owner can showcase their logo, phone number, address, website, menu, video and a brief description about the business. Users can click on the map in the upper right corner to activate the wayfinding feature that will take them to the front door of the business. Transit Icon ________________________________________________________________________ The Transit Icon can be utilized to find parking lots in and around the resort. As long as the lots have a counting system, we can integrate the feeds into the app to show specific percentage of availability in each lot. SHOP Icon ________________________________________________________________________ The Shopping Icon functions in the same manner as the Eat/Drink Icon. It provides the user with a shortcut to find shopping in their general area. The search bar above can be utilized the same way to find specific keywords for items. EVENTS Icon ________________________________________________________________________ The Events Icon allows the user to see what's happening in town throughout the week. We treat each week as an event that we promote and present whatever is going on in town. We coordinate with the town and resort to be sure our events calendar is full of activities for all ages. EVENTS Icon (con’t) ________________________________________________________________________ Once an event is clicked on, the user is directed to the home page that we create for each event where we can include the time, date, location, description and even purchase tickets. RENTALS Icon ________________________________________________________________________ Our Rentals Icon functions in the same manner as the Eat/Drink & Shopping Icon. It provides the user with a list of rental shops where they can get gear. In the off season it converts to a bike rental platform. Thank you from ResortApp We look forward to answering any questions you may have. Joe Cleary – CEO joe@resortapp.com | www.resortapp.com | (303)929-5412 Art in Public Places Update Public Works November 08, 2016 New Acquisitions Art in Public Places – www.artinvail.com Molly Eppard Art in Public Places Coordinator Office: 1.970.479.2344 meppard@vailgov.com The Town’s public art collection includes 47 works ranging from painting, sculptures, murals, playground components, to site- integrated art. 34 works are by Coloradan artists. Over 225 artists applied for “Calls to Artists” in 2015/16. 50 Town of Vail | Public Works| 11/8/16 Red Eddy by Paul Vexler Vail Village Welcome Center 51 Town of Vail | Public Works | 11/8/16 Flow: Vail’s Skatepark mosaic murals by Valerie Theberge Zeke M. Pierce Skatepark - Lionshead 52 Town of Vail | Public Works | 11/8/16 Ford Park Portals by Chevo Studio Ford Park 53 Town of Vail | Public Works | 11/8/16 Ford Park Portals by Chevo Studio Ford Park 54 Town of Vail | Public Works | 11/8/16 Booth Creek Park Playground by Chevo Studio Ford Park 55 Town of Vail | Public Works | 11/8/16 I-70 Underpass Installation by Gordon Huether South Frontage Road 56 Town of Vail | Public Works | 11/8/16 New Interactive Collection Map Artinvail.com 57 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Winter Solstice Lantern Workshops & Walk – Wednesday, December 21 Sponsored by Doe Browning 58 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Winter Solstice Lantern Workshops & Walk – Wednesday, December 21 Sponsored by Doe Browning 59 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Winter Solstice Lantern Workshops & Walk – Wednesday, December 21 Sponsored by Doe Browning 60 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Winter Solstice Lantern Workshops & Walk – Wednesday, December 21 Sponsored by Doe Browning 61 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21 Sponsored by Vicki & Kent Logan 62 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21 Sponsored by Vicki & Kent Logan 63 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21 Sponsored by Vicki & Kent Logan 64 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Vail Winterfest Ice Theater – Grand Opening Wednesday, December 21 Sponsored by Vicki & Kent Logan 65 Town of Vail | Public Works | 11/8/16 Winter 2016/17 Calendar www.artinvail.com Tuesday, December 20, 2016 *Lantern Making with the Alpine Arts Center 4:00 – 6:00 p.m. 2nd Floor of Lionshead Welcome Center Wednesday, December 21, 2016 *Paper Lantern Making Workshop with Helen Hiebert @ 1:30 - 4:30 p.m. - Vail Public Library *Winter Solstice Lantern Walk in Vail Village @ 5:00 – Slifer Square *Grand Opening Celebration Tenth Annual Vail Winterfest Ice Theater @ 5:15 – Gore Creek Promenade January 4 through April 5, 2017 *Winter Wednesday Art Walks@ 3:30 p.m. First & Third Wednesdays of the Month Meet at the Vail Village Welcome Center 66 Town of Vail | Public Works| 11/8/16