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Home My WebLink About00. VLMDACAprilBoardMtgFINAL04192018VAIL LOCAL MARKETING DISTRICT VLMDAC BOARD MEETING APRIL 19, 2018 AGENDA / •CREATIVE EXECUTIONS, CACTUS •RETAIL PLAN – CACTUS, SITE, VAIL MARKETING •PR UPDATE, MYPR •GROUP SALES UPDATE, VVP •VAIL BRAND POSITIONING SURVEY RESULTS, CACTUS CREATIVE UPDATE, CACTUS BRAND VIDEOS EVENT VIDEOS EVENT VIDEO / :15 CULTURE EVENT VIDEO / :15 CULINARY SOCIAL SOCIAL VIDEOS / :08 PARENT SOCIAL VIDEOS / :08 TEEN PRINT PRINT ADS / TOWN PRINT ADS / OUTDOOR + CROSS-SEASONAL RETAIL PLAN, CACTUS, SITE & VAIL MARKETING OBJECTIVE Develop possible media approaches that allow us to quickly move into market with retail messaging and tactics. PLANNING CONSIDERATIONS •Timeframe recommendations have been provided based on seasonality •$0 and $25K incremental budget options for summer and fall timeframes •Audience & geographic refinements dependent upon need period(s) identified RETAIL PLAN / SUMMER • Focus on lower funnel contextual alignment and audience targeting –Utilize mobile artificial intelligence (Cluep) and social –Shift from fall and top funnel awareness efforts •Incorporate retail message into videos, as appropriate –Messaging to include urgency and customized promotional rate (ex: Book By, Buy 2 get 3) •Can be in market within approx. 10 business days (ex: soft July in market June 1; trigger date May 18) –Requires plan approval and full offer details FALL •Focus on the Front Range –Shift from fall destination efforts to capitalize on the ease of attracting Front Range audiences –Incorporate fall events to help drive urgency •Incorporate retail message into videos / Pandora audio spots, as appropriate –Messaging to include urgency and customized promotional rate (ex: Visit Vail before the leaves fall, Book By, Fall as low as) •Can be in market within approx. 10-15 business days (ex: soft Sept in market August 1; trigger date July 18) –Requires plan approval and full offer details RETAIL PLAN / PAID MEDIA – MESSAGE ADJUSTMENT At a zero-based budget, adjustments will be message-based. No dollars will be reallocated. SUMMER •Additional investments in mobile artificial intelligence and social –Cluep $12K investment –Social $5.8K investment •Initiate traffic/weather radio sponsorships –$7.2K investment •Incorporate retail message into videos and station live reads, as appropriate –Messaging to include urgency and customized promotional rate (ex: Book By, Buy 2 get 3) •Can be in market within approx. 10 business days (ex: soft July in market June 1; trigger date May 18) –Requires plan approval and full offer details FALL •Additional investments for Pandora and social –Pandora $12K investment –Social $5.8K investment •Initiate traffic/weather radio sponsorships – $7.2K investment •Incorporate retail message into videos, audio and station live reads, as appropriate –Messaging to include urgency and customized promotional rate (ex: Visit Vail before the leaves fall, Book By, Fall as low as) •Can be in market within approx. 10-15 business days (ex: soft Sept in market August 1; trigger date July 18) –Requires plan approval and full offer details RETAIL PLAN / PAID MEDIA - $25K PAID BUDGET REALLOCATION At a $25K budget, reallocation of funds will be based on need, timeframe, and availability. RETAIL PLAN / ORGANIC TACTICS •SUMMER/FALL –Request incremental email campaign date to target key audiences with targeted offer to drive need period –Leverage VR data to deploy Facebook custom audience campaign against key audiences –Increase Home Page promotion of key lodging offer(s) and events on vail.com –Leverage site-wide banner alert to promote key lodging offer(s) –Boost period-relevant video/static social content to key audiences •MESSAGING & AUDIENCE CONSIDERATION –Leverage consistent messaging and audience strategy as paid media across all organic tactics. E.g. Local audience focus in fall, messaging urgency and booking window (Book by July 31) PR UPDATE, MYPR PUBLIC RELATIONS •Quarterly Review •Comp Set •Aspen •Breckenridge •Park City •Steamboat •Focus on Qualitative vs. Quantity •In-Market Media Visits - Texas •Next Steps PUBLIC RELATIONS Q1 Comp Set Coverage •Aspen – 21 •Breckenridge – 16 •Park City – 21 •Steamboat – 1 •Vail - 51 PUBLIC RELATIONS Qualitative Messages •Aspen •Festival updates •Conundrum hot springs registration •Breckenridge •Hot summer destinations story that ran in syndication •Park City •Tour of Utah story that ran on the wire •Steamboat •Festival line up •Vail •Whistle Pig announcement •CTO release on wire featuring Betty Ford Alpine Gardens •Various music festival line ups PUBLIC RELATIONS Texas Media Mission •Dallas - individual media visits •Austin – individual media visits & GoPro Mountain Games event in conjunction w/VVF PUBLIC RELATIONS PUBLIC RELATIONS PUBLIC RELATIONS Next Steps •Mexico Media Mission – April 20-24 •Front Range Media Visits •Media Trips •June 15 – 18 – partner w/Hotel Talisa •Sept. 14 (tentative) – partner TBD •Individual Visits •Teen Program •Message TBD •Editorial Board •Local Teen Board •Influencer/Ambassador Program GROUP SALES UPDATE, VVP 2018 GROUP SALES REALIGNMENT / Goals: Align with the Vail brand direction with focus on dynamic families with teen Recommendations: Tactically adjust group sales best to “highest and best use” of budget allocation to drive group leads and room nights to Vail •Increase site and fam tour budget to bring more planners to town to showcase Vail during the non-ski months •Utilize Knowland database (new tactic) 2018 GROUP SALES RECOMMENDATIONS / 2018 GROUP SALES RECOMMENDATION'S / 2018 GROUP SALES BUDGET / 2018 Original Budget 2018 Updated Recommendation Notes: Group Sales Group & Meeting Advertising $15,000 $15,000 Marketing Services $40,000 $50,000 Knowland group marketing resources* Direct Sales $456,750 $432,083 3 sales managers (budgeted 4) Travel/Tradeshow $167,500 $162,167 Memberships $10,000 $10,000 Site Tours/FAM Trips $15,000 $35,000 increase meeting planner FAM tours** Event Recruiting $52,125 $52,125 Subtotal: $756,375 $756,375 VAIL BRAND POSITIONING SURVEY RESULTS, CACTUS KEY TAKEAWAYS 1.Findings from this exercise were aligned with the winter exercise 2.Vail attributes that were repeatedly mentioned in survey responses were a balance of high quality and attainability PREMIUM VS. LUXURY / DEFINITIONS •SELECTIVE •SUPERIOR •FIRST-CLASS RESPONDENTS MOST FREQUENTLY DESCRIBED: AS: •EXTRAVAGANT •LAVISH •SHOWY PREMIUM AS: LUXURY PREMIUM VS. LUXURY / VW AUTOMOTIVE GROUP EXAMPLE 80% OF RESPONDENTS IDENTIFIED AUDI AS THE CAR VAIL WOULD BE WITHIN THE VW AUTOMOTIVE GROUP ECONOMY PREMIUM LUXURY EXOTIC PREMIUM VS. LUXURY / VW AUTOMOTIVE GROUP EXAMPLE “THE BEST BUT NOT OVER THE TOP” “PREMIUM… BUT STILL ATTAINABLE” “BEST IN CLASS, YET COOL, HIP, AND ATTAINABLE FOR SOME.” WHY DID RESPONDENTS THINK AUDI WAS MOST REPRESENTATIVE OF VAIL? “SUPER HIGH QUALITY, RELIABLE..” “…NOT A SPORTS CAR… WE’RE MORE ATTAINABLE AND PRACTICAL THAN THAT.” COMPETITIVE SORTING / RESPONDENTS PLACED VAIL’S COMPETITIVE SET ON THE ECONOMY – EXOTIC CONTINUUM ECONOMY PREMIUM LUXURY EXOTIC NEXT STEPS / BRAND •Investigate ways to apply similar exercises in guest surveys / research to validate and align our findings with guest perspective •5/17: share finalized Vail mountain brand platform NEXT STEPS / FOR MAY 17 VLMDAC MEETING •Share finalized Vail mountain brand platform •Influencer Approach & Recommendations •Monitor Destimetrics Occupancy Levels; assess implementing retail plan •Year 2 Concept Development •Video & Photography Asset Acquisition Budget Implications & Recommendation •Social Video/Do Re Me Budget Implications & Recommendation WEB / OBJECTIVE: leverage new enhanced Vail.com experience and SEO value to attract and convert more guests to visit vail in summer 2018. IMMEDIATE WEBSITE MILESTONES •Loading 2018 summer event calendar – deadline February 1 COMPLETE •Summer content migration process & page builds – deadline April 6 COMPLETE •Summer navigation switch – April 16 COMPLETE •Epic Discovery products and booking experience – June 20 IN PROGRESS QUESTIONS? THANK YOU!! Upcoming Meetings: VLMDAC Meeting, May 17, 8:30 – 11:30am, Grand View Room