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VLMDACAugustVLMDAC BOARD MEETING AUGUST 22, 2019 AGENDA •Monthly Financial Report, Carlie Smith •Approval of May 19, 2019 Minutes, Board •International Results, Jennifer Viditz Ward •2020 Operating Plan & Budget, All Partners •Email, Website, Organic Social & SEM Update, Vail Mountain Marketing •Influencer Program Report, Cactus, MYPR •Asset Acquisition Update, Cactus/SITE/Jack Affleck •Other Business AGENDA INTERNATIONAL RESULTS INTERNATIONAL AMERICAN EXPRESS UPDATES American Express and Groups Booked: •Viajarte – Dominican Republic •42 Room Nights - $27K – 6 Total American Express Gift Cards •Hazoury Family –Large Developers of Punta Cana •4 Condos at Riva Ridge Booked Direct – 21 Total People - $23K – 21 Rm Nights •We are providing Comps for Cusi as she will be posting on her social Media for the 21 Nights •INSTAGRA “CusiFIT” 1.2Million Followers •Viajes Holam •20 Room Nights booked at Landmark - $7,577K – 3 Amex Gift Cards •Viajes Panorama – •$12,681- 7 Nights at Solaris •TOTAL – 10 AMEX Cards - $34,572 and 62 Room Nights •8 Remaining Cards MEXICO LATIN AMERICA MISSION & FAM Sales Missions: Mexico 6 Cities Promoting all VAIL VERANO all over Mexico Travel Agent Trainings and Events Direct Consumer Events Press and Media with Jenn Bruno and Sylvia Rivera Panama 3 Days of Promoting through Trainings, Radio Interviews FAMS Mexico Influencer FAM – June Latin American Wholesaler FAM – Aug 16-21 MEXICO PANAMA SUMMER MARKETING $10K •Radio Campaigns – •Two Ads – Run 4x Daily 30 Second Ads for VAIL Verano in Spanish •2 Mentions Daily 9:00am and 5:00PM on Live Radio Shows •Segment is Middle and Upper Class •Sales Mission – •July 1-4 – Travel and Most T& E paid for by VAIL RESORTS •2 Hosted Events Presentations •4 Travel Agent Trainings •4 Sales Calls •Digital Campaigns •E-Blasts to a data base of 7,000 Middle and upper Class and Travel Agents •Forecast – •They are anticipating to close 90 Room Nights and $45K in Revenue of first timers to VAIL •They will travel Aug – Sept. MEXICO MEXICO INFLUENCER FAM Hosted 4 Top Influencers + 1 Photographer •Pam Allier, Paola Zurita, Fernanda Medina and Pei •Report previously sent with Images that was provided by Johnna Muscente VAIL Resorts PR •Highlights some really gorgeous imagery and with a combined follower count of over 2 million, locked in 633K interactions (likes and comments) over the course of four days. MEXICO Paola Zurita: 944K followers •During their four-night stay, Paola posted on Instagram 9x, with consistent @vailmtn tags and geotags. Paola has a very engaged follower base and her images received over 327,068 interactions. MEXICO Pam Allier: 817K followers •Pam posted on Instagram 7x, with consistent @vailmtn tags and geotags. Pam also has a very engaged follower base and her images received over 209,946 interactions. MEXICO Fernanda Medina: 306K followers •During their four-night stay, Fer posted on Instagram 12x, with consistent @vailmtn tags and geotags. Fer has strong engagement and her images received over 96,781 interactions. •She also posted her Instagram Stories 15+ times with consistent Vail tags and geo-tags. MEXICO DOMINICAN REPUBLIC American Express and Groups Booked: •Viajarte – Dominican Republic •42 Room Nights - $27K – 6 Total American Express Gift Cards •Hazoury Family –Large Developers of Punta Cana •4 Condos at Riva Ridge Booked Direct – 21 Total People - $23K – 21 Rm Nights •We are providing Comps for Cusi as she will be posting on her social Media for the 21 Nights •INSTAGRA “CusiFIT” 1.2Million Followers •CusiFIT – Report to follow - •Cusi is touring different hotels and posting her exercise videos while promoting to book sales through Viajarte. •She has over 1.2 Million Followers All through out Latin America MEXICO IN MARKET MISSION •We managed to pull out two TOP events with the budget of one. •Media and VIP´s/Influencers have different natures and way of approaching properly, we were twice as efficient in spreading our message generating a customized platform for each. •We welcomed 65 Tier 1 Media Outlets at our Vail Summer Magic Media Brunch and Concert at trendiest FIERA Rooftop. •70 VIP´s and Influencers attended Vail Summer Gourmet Dinner Soirée at super trendy Emilia Restaurant which was covered by top media. •We became trending topic with Vail Summer Magic. •Relevant non payed coverage, interviews and posts came out of this efforts. MEXICO VAIL SUMMER 2019 MEXICO FAM TRIP •We hosted a perfect mix of the top: * Niche Lifestyle (HOTBOOK), Social/Celebrities Lifestyle (CARAS), Travel (TRAVEL&LEISURE + VOLARIS), Sports/Wellness (GOLF&SPA) Magazines and Newspaper; * Two Tier1 radio anchor speakers (W RADIO / RADIO FORMULA) and * “THE” 3 top influencers in Mexico. Achieving articles worth $250,000 US dollars in ROI; 1,541,002 Printed Pages Over 800,000 social media interactions around influencers and media geo located posts. 3 Radio shows with a radio audience of 2.8 million. And You tube views PRESS & INFLUENCERS National Coverage Prints 46,500Monthly Prints 105,500 Monthly CARAS and QUIEN are the leader influencer, royals and celebrities outlet. Placed in every VOLARIS flight+delivered to top travellers database Prints 120,000 Monthly Prints 195,000 Monthly Trendiest/must consult Where to? Guide in Mexico Prints 60,000 Monthly Important presence on all Golf Clubs . Each prints 55,000 nissues monthly and is door to door delivered to a selective data base by invitation only. MEDIA COVERAGE Text: •Bullet PAID MEDIA •We allocated Vail Summer media adds strategically on Print magazines, newspapers and supplements as well as digital. The top Social Supplements within # 1 newspaper in Mexico (CLUB Reforma and Red Carpet), Top Travel Column within 2nd best newspaper in Mexico. Top Travel and gastronomy Magazine and a robust digital campaign in Forbes, Forbes Life Food and Wine and Robb Report. Reaching over 10 million users within our target market, with a balanced mix of active families, family leaders: decision takers, foodies, millenials segmenting through affinity and income. •We spent $30K on a payed media placement worth $55,919 dollars. •Apart from that we got 30% bonus on the digital campaign, plus one print add on a magazine and two adds on the social supplement worth: 40K •Our advertorials had a high permanence reading average time of 3:30 mins. 37% over the average. We were 22% over the open rate on our advertorials in Forbes, Food and Wine and Robb report which indicates a high affinity content for the audience. •We had 3275,332 impacts on food and wine and 432,010 on Forbes and Forbes Life. •We placed two print adds on special editions with over print of Club Reforma (Summer Special and Yearly Collection. MEXICO PAID MEDIA MEXICO PAID MEDIA MEXICO 2020 OPERATING PLAN & BUDGET 2020 PLANNING CONTEXT •Over ten years ago, the VLMD and Vail Resorts started the process to integrate their digital presence, driving all paid media traffic to Vail.com and utilizing Vail Resorts’ other digital efforts (paid search, social, etc.) •Since that time, the digital and travel landscapes have evolved to become data-driven, and in order for the VLMD to compete and thrive, we must also adapt to a data-driven marketing model •As of 2019, Vail Resorts is moving to 1-to-1 marketing automation which means that there are increasing limitations to our web/email/data relationship •Given the today’s landscape, we are outlining our recommendation for the VLMD to obtain, own, and utilize data in order to effectively market our destination for years to come DATA & WEB TODAY’S CHALLENGE THE IMPORTANCE OF DATA “Harvesting data and developing business analytics differentiates successful tourism enterprises and destinations.” -DestinationNext 2019 Trends THE IMPORTANCE OF DATA of marketers see improved performance from people-based marketing as opposed to cookie-based probabilistic campaigns 90% PEOPLE-BASED MARKETING THE IMPORTANCE OF DATA TRAVEL PLANNING JOURNEY THE IMPORTANCE OF DATA INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING In order to understand the data and its context, we need to first look to the customer planning journey. CURRENT DATA ECOSYSTEM / TRAVEL PLANNING JOURNEY THE IMPORTANCE OF DATA INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING •Media performance (impressions, engagement metrics like click-thru rate and video views) •Vail Resorts- provided limited web metrics like time on site, pages viewed and bounce rate •Destimetrics •Facebook pixel data with 2 lodging partners •Self-reported event attendance •Vail Resorts-provided limited search behavior •Vail Resorts-provided limited web, social and email activity •Intercept interviews Currently, we are collecting the following information, but none of the data is CONNECTED ACROSS the journey. THE IMPORTANCE OF DATA INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING •Messages •Audiences •Tactics •Devices •Time + day •Seasonality •Competitive set •Consideration (events, weather, dining, etc.) •Channels that drive influence •Web behavior •Converter audience insights •Booking timeline •What’s being booked? •Length of stay •How much $ •Party size •Search behavior •Owned activity •Opportunity to upsell from booking data •Wait times (restaurants, etc.) •Movement through Vail •Points of interest •NPS •Real-time problem solving •Recognition, reward, amplification •Social monitoring •Engagemen t •Sentiment •Recognize, reward, amplify •Shareable moments that can inform the journey •Encourage re-visitation CONNECTED: Know, analyze, and personalize at every touchpoint. FUTURE DATA ECOSYSTEM / TRAVEL PLANNING JOURNEY CRM Advertising 3rd Party Data VLMD DATA MODEL DATA STACK: 3 TYPES OF DATA Customer Relationship Management: A database where we keep audience information and engagement/behavior data. Advertising: The paid media performance metrics that come out of our campaign’s efforts. 3rd Party Data: The data available for purchase that fills data gaps within the customer journey. CRM Advertising 3rd Party Partner Data Website / Email TOV Wifi Event Registration Vail App Conversion, Path to Purchase, Booking window etc. VLMD DATA MODEL Paid Media Performance Data CTR, VCR, CPC, etc. DATA STACK: SOURCES OF DATA CRM Advertising 3rd Party Data VLMD DATA MODEL DATA STACK: CONNECTING DATA DMP Data Management Platform: Connects all sources of data and makes that data actionable to inform our marketing efforts. VLMD DATA MODEL DATA STACK: FULL SYSTEM CRM Advertising 3rd Party Data DMP Website / Email TOV Wifi Event Registration Vail App Conversion, Path to Purchase, Booking window etc. Paid Media Performance Data CTR, VCR, CPC, etc. VLMD DATA MODEL DATA STACK: SYSTEM GAPS CRM Advertising 3rd Party Data DMP Website / Email TOV Wifi Event Registration Vail App Conversion, Path to Purchase, Booking window etc. Paid Media Performance Data CTR, VCR, CPC, etc. WEBSITE WEB RECOMMENDATION •CRM platform planning •Onboarding and implementation •Data integration and testing What are we building? Mobile responsive Vail summer tourism website that will serve as a hub for prospective visitors to discover, research, and begin booking their summer visit to Vail. Initial technical recommendation •Build on WordPress •New URL that VLMD owns and manages Initial content/functionality requirements •Email sign up to help build CRM database •App download links •Activity and event content •Lodging resource with links VLMD DATA MODEL CRM EVALUATION CRM Advertising 3rd Party Data CRM COMPARISON THE IMPORTANCE OF DATA Contact and marketing automation Robust customer service and service and support Direct integration with selected selected DMP Key factors to consider when determining best partner for our CRM solution. VLMD DATA MODEL 3RD PARTY DATA SOURCES EVALUATION CRM Advertising 3rd Party Data PARTNER RECOMMENDATION / ADARA THE IMPORTANCE OF DATA INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING 1 Map effectiveness of digital marketing efforts to bookings and revenue •Understand travel planning activity and visibility into traveler profiles / origins 2 Connect advertising to air and hotel search / booking data •~28% of lodging properties in Vail •~70% of flights to DIA / EGE •Ability to pixel additional properties 3 Measure ROAS (return on ad spend) across all media tactics and partners •Understand which campaign elements are influencing visitation and driving high value visitors THE ROLE OF ADARA THE IMPORTANCE OF DATA TRAVELER DATA SEARCH DATA BOOKING DATA Their age and income Where they are coming from Where they are going Other destinations they search When and where they book Business vs. leisure travelers Hotel rate Number of nights they stay If they saw our ads or visited our website HOW ADARA WORKS THE IMPORTANCE OF DATA Social Destination Site Video Display & Native Search Origin Markets Hotel Searches & Bookings Trip Planning Windows Hotel Revenue Traveler Profile ADR & Length of Stay Tracking pixels capture user data at exposure to all digital ads and website visits 1 Connect booking/planning activity across all channels, partners, and messages 2 PARTNER RECOMMENDATION / AIRDNA THE IMPORTANCE OF DATA INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING 1 Visibility into the impact of short-term rentals in Vail •Provides a holistic understanding of local summer lodging with Airbnb and VRBO data 2 Trend reports across Airbnb and VRBO •Measure Occupancy, ADR, Total Revenue, and other lodging metrics •Gauge supply and demand to forecast the revenue potential of short-term rentals 3 Audience insights •Overview of where guests are traveling from – Domestic and International •Data on all Airbnb reviews from Vail PARTNER RECOMMENDATION / SALESFORCE SOCIAL STUDIO THE IMPORTANCE OF DATA INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING 1 Listen to social chatter •Analyze conversations across social sources to see what people are saying 2 Sentiment analysis •Gauge brand sentiment and prioritize posts to provide real-time problem solving •Gain an ongoing understanding of NPS (net promoter score) 3 Conversation insights •Display insights based on region, post popularity, and words commonly associated with Vail VLMD DATA MODEL DMP EVALUATION CRM Advertising 3rd Party Data DMP DMP COMPARISON THE IMPORTANCE OF DATA Omnichannel insights Cross-device identity Artificial Intelligence + Machine Machine Learning Key factors to consider when determining best partner for data hub solution. OVERALL RECOMMENDATION THE IMPORTANCE OF DATA DMP + CRM INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING NEXT STEPS & BUDGET DESIGN AND IMPLEMENTATION TIMELINE October ‘19 WEB RECOMMENDATION March ‘20 DMP & CRM planning, configuration, launch and test Website discovery and planning Website Content, SEO, Design & Prototype Build and Launch Website 3rd Party Data Purchase January ‘20 DMP & CRM IMPLEMENTATION WEB RECOMMENDATION •CRM and business planning •DMP onboarding •Solution and technical design •Configuration, integration, and data migration •Testing and validation •Deployment and VLMD training Salesforce Marketing Cloud launch process WEBSITE DESIGN AND DEVELOPMENT Discovery and Planning WEB RECOMMENDATION •Customer research & journey mapping •Stakeholder sessions •Competitive analysis •Measurement planning •Functional requirements gathering WEBSITE DESIGN AND DEVELOPMENT Content, Search (SEO), Design & Prototype WEB RECOMMENDATION •Content strategy and information architecture •Search engine optimization (SEO) •Website design and prototype Development & Launch WEB RECOMMENDATION •Web development •Testing •Content management system (CMS) training •Launch and evaluation WEBSITE DESIGN AND DEVELOPMENT REQUEST Supplemental $302K in 2019 to cover the following efforts: •$90K in Website development •$150K in DMP & CRM licensing •$62K in 3rd Party Data This would be paid from the fund balance, putting us at a projected ending fund balance of 27% of revenue, which is within the threshold. BOARD DECISION 2020 STRATEGIC PLAN & BUDGET 2020 OPERATING PLAN OVERVIEW The partners have worked together over the past two months to establish a strategic plan and budget that will empower the VLMDAC to succeed in its goals and objectives, while initiating bold tactics that will allow us to effectively market our destination for years to come. 2020 OPERATING PLAN BOARD DIRECTION / 2020 OPERATING PLAN •Data-Driven Marketing: Identify ways to own, obtain, and integrate our data in order to effectively use it in marketing efforts •Audience/persona strategy: Consistent with 2019 •Flight markets: Investigate opportunities to expand beyond Dallas/Houston/Chicago •Seasonal Messaging: Explore approach based on research findings and trends •Events: Reconsider the role “signature” events play in our messaging •Groups: Explore approach to Group Sales efforts •International: Explore approach to International efforts BOARD APPROVED GOALS Goals consistent with 2019; Occupancy goal has shifted to reflect YOY trends. May – October Timeframe 2020 Goals Sales Tax +4% Lodging Tax +5% Overall Summer Occupancy 48% occupancy Group Occupancy +5% 2020 PLANNING 2020 STRATEGY 2020 OPERATING PLAN Partners aligned on three key items to serve as the foundation for the 2020 season: 3 Unique differentiators: •Use research to help identify meaningful differentiators •Lean into the Bavarian village as a tangible point of difference 2 Annual theme: •Identifying a partner-wide theme to drive consistent messaging •Align with the approved brand video direction and current cultural truths 1 Data-driven marketing •Where can we obtain data? •How can we generate data? •How can we use data? 2020 BUDGET / 3.5M 2020 OPERATING PLAN The proposed 2020 budget is consistent with the 2019 adjusted budget. BUDGET SHIFTS / SAVINGS 2020 OPERATING PLAN Destination: •Decreased traditional and digital paid media Front Range: •Decreased traditional paid media; focusing on need times and event-driven messages Mexico: •Reduced dollars allocated to wholesale/travel trade efforts Social: •Slight decrease for streamlined influencer approach •Capitalize on 2019 social video productions/investments with post dates scheduled in 2020 Research: •Removed Burke and Family Audience research BUDGET SHIFTS / ADDITIONS 2020 OPERATING PLAN International: •Added one in market PR event, additional direct to consumer paid media support Email: •Paid Email program to ensure email program continues Photo / Video: •Invest in dditional tactical asset capture Marketing Data: •Additional funds for development, data warehousing and 3rd party data sourcing Contingency: •Slightly increased allocation for contingency 2019 BUDGET REVIEW - $3.5M 2020 PLANNING Strategy Branding Research Photo/Video Fees Drive Overnight & Out-of-state Visitation Destination FR Overnight International Groups Public Relations Web/CRM/Social 29% 71% 42% 12% 7% 26% 4% 9% Digital Traditional 55% 45% 5% 7% 2020 BUDGET REVIEW – $3.5M 2020 PLANNING Strategy Branding Research Photo/Video Fees Drive Overnight & Out-of-state Visitation Destination FR Overnight International Groups Public Relations Web/CRM/Social 28% 72% 44% 9% 8% 26% 4% 9% Digital Traditional 57% 43% 5% 7% EMAIL, WEB, ORGANIC SOCIAL & SEM UPDATE OWNED DIGITAL JUNE EMAIL RESULTS VAIL MOUNTAIN MARKETING June 1-7, Colorado Results URL Visitation Volume YOY Open Rate vail.com/explore/gre atsummerbreak 807 -42% 25.47% vail.com/explore/fa mily-itinerary 69 vail.com/explore- the-resort/activities- and-events/epic- discovery/epic- discovery.aspx 1,297 JUNE EMAIL RESULTS VAIL MOUNTAIN MARKETING June 9-14, Destination Results URL Visitation Volume YOY Open Rate vail.com/plan-your- trip/stay/vail- vacation-deals.aspx 655 -16% 23.26% vail.com/explore/vail -summer 2,479 http://blog.vail.com/ vail-mountain- snowmaking- expansion-project- re-imagining-early- season/ n/a JUNE EMAIL RESULTS VAIL MOUNTAIN MARKETING June 15 -20, Colorado Results to 2018 Benchmarks URL Visits Volume YOY Open Rate https://www.vail.co m/explore-the- resort/activities-and- events/signature- events.aspx 1,878 -52% 27.17% https://www.vail.co m/explore/vail- summer.aspx 3,019 JULY EMAIL RESULTS VAIL MOUNTAIN MARKETING July 23, Colorado Results URL Visitation Volume YOY YOY Open Rate CTR https://www.vail. com/plan-your- trip/stay/vail- vacation- deals.aspx 1,870 -24% 18.57% 1.15% https://www.vail. com/explore/fa mily-itinerary 23 https://www.vail. com/explore- the- resort/activities- and- events/signature -events.aspx 2,313 SEM PERFORMANCE VAIL MOUNTAIN MARKETING JULY YOY Performance 2018 Results 2019 Results YOY % Change Brand Impressions 98,408 80,073 -19% Spend $17,144 $11,068 -35% Cost Per Click $1.01 $1.05 +3.86% Click Through Rate 10.98% 13.16% +19.82% SEM PERFORMANCE VAIL MOUNTAIN MARKETING June – July Performance June Results July Results MOM% Change Brand Impressions 78,462 80,073 -2% Spend $12,271 $11,068 -9.8% Cost Per Click $1.21 $1.05 -13% Click Through Rate 12.93% 13.16% +2% VAILSUMMER.COM PERFORMANCE MAY - JULY VAIL MOUNTAIN MARKETING KEY PERFORMANCE •23,657 Total Website Visits •21,182 Unique Visitors •28 Seconds Spent Per Visitor •1.25 Average Page Views Per Person Most Clicked off to Page From Vailsummer.com 1.Summer Activities 2.Vacation Deals 3.Events 4.Vail.com Homepage VAILSUMMER.COM PERFORMANCE VAIL MOUNTAIN MARKETING Web Performance by Audience AUDIENCE VISITS UNIQUE VISITS NEW UNIQUE VISITS REPEAT UNIQUE VISITS TIME SPENT SPENT PER PER VISIT (seconds) AVERAGE PAGE VIEWS VIEWS Dynamic Families 8,143 7,678 7524 350 19 1.04 Front Range 2,721 2,446 2395 222 36 1.05 Super Boomers 1,572 1,532 1518 46 26 1.03 Dynamic Teens 1,234 885 860 116 65 1.04 VAILSUMMER.COM PERFORMANCE VAIL MOUNTAIN MARKETING Vailsummer.com Top Performing Content 1 2 3 JULY ORGANIC SOCIAL MEDIA YOY VAIL MTN. MARKETING Reach 6.2% Impressions 7.8% Reach 6.7% Impressions 8.4% Reach 3% Impressions 2.1% INSTAGRAM FACEBOOK TWITTER Reach is the number of people who may have seen your content. Impressions are the total number of times your content was displayed to people. JULY ORGANIC SOCIAL TOP PERFORMERS VAIL MTN MARKETING CONTENT CATEGORY PERFORMACE Categories Quantity Engagement Rate Reach Mtn. Scenic 13 10.2% 533,495 Village 10 7.2% 367,844 Events 8 8.5% 304,693 Epic Discovery 6 9% 344,556 Winter 5 12.6% 731,713 INFLUENCER REPORT INFLUENCER OVERVIEW 2019’s paid influencer program includes: •4 Active Professional Influencers •Focuses: active travel, landscape & village portraits, stay & play •3 Family Influencers •Focuses: unique family activities, on-mountain & in-village activities for teens, stay & play INFLUENCER PROGRAM @onegrloneworld @nickverbelchuk @readysetjetset @wilderness_addict @kidsareatrip @athoughtfulplace @worldisabook As of mid-August, we’ve had 4 influencers complete their trips, accounting for: PERFORMANCE THROUGH MID-AUGUST INFLUENCER PROGRAM Instagram Posts 20 Engagements 12.1K Reach 166.8K Estimated Media Value $48K @kidsareatrip has had the highest performing family content thus far. HIGHEST PERFORMING CONTENT / FAMILY INFLUENCER PROGRAM @nickverbelchuk has had the highest performing active professional content thus far. HIGHEST PERFORMING CONTENT / ACTIVE PROFESSIONALS INFLUENCER PROGRAM ASSET ACQUISITION UPDATE ASSETS 2019 BRAND SHOOT Goals: •Capture compelling and beautiful footage that tells a conceptual story. •Shoot both video footage and still photography. •Show a variety of activities that appeal to families considering a vacation in Vail. •Showcase Vail’s offerings both on mountain and in the village. •Demonstrate diversity and inclusion by featuring an ethnically diverse cast. CREATIVE ASSET ACQUISITION – “VILLAGE EDITORIAL” ASSETS Goals: •Showcase the Village vibe, beauty, flowers and clear air a •capture “editorial” assets that take advantage of conditions and/or freshen current assets. ASSET ACQUISITION – “GREEN” ASSETS Goals: •Capture the incredible green landscapes, wildflowers and overall mountain/village scenery taking advantage of the “green” conditions and clear air (no smoke) •A unique opportunity to capture assets we have not been able to in years! •Assets will replace outdated ( and smoky) shots and fill a need in our current library of photography assets. ASSET ACQUISITION – “MUSIC” EVENTS ASSETS Goals: •Round out image library for secondary audiences Active Professionals & Super Boomers (at events) •Focus on music message; show the vibrancy, vitality and energy present in Vail in the summer to feature in music specific event spot. •Showcase the village through specific events bustling with activity •Capture how “alive” Vail is in the summer season. “Music” Events Shot 1.Vail Bluegrass Concert Series 2.Go Pro Mountain Games Citizen Cope concert 3.Vail Jazz Club at Ludwigs ASSET ACQUISITION – FARM TO TABLE EVENT ASSETS Goals: •Capture the essence of this unique dining event, featuring fresh and beautiful farm to table food during an exciting event where people are enjoying themselves/interacting with each other, in a unique setting in Vail. OTHER BUSINESS OPPORTUNITY THANK YOU! Upcoming Meetings & Events Town Boards & Commissions Appreciation Reception, Tuesday, August 27, 6:00 p.m. - 8:00 p.m. Gerald R. Ford Amphitheater, Borgen Plaza at Hot Summer Nights Concert VLMD Operating Plan & Budget, Tuesday, September 17, 2019, Afternoon Session (Time TBD), Town Council Chambers VLMDAC Monthly Meeting, Thursday, September 19, 2019, Location TBD APPENDIX REPORTS DIGITAL VIDEO: JULY PERFORMANCE Overall digital video completion rate (VCR) is up +2% YOY •Heavier investment in premium and live-streaming content and living room screens Mobile AI is driving a 1.55% CTR overall, exceeding the 1% benchmark for the tactics •Air marketing messages to Dallas and Chicago had the strongest VCRs •Outdoor event messages to the Front Range drove the strongest CTR •Air marketing drove higher clicks than Brand messaging in destination markets Cross-device video efforts with mobile AI and TV/Cable retargeting are delivering a 82% VCR – level with performance YOY •Exceeding the industry average VCR by +5% •Dallas completed as the market with the strongest VCR and click through rates for both video tactics •Mobile AI is in market to the Front Range through September DIGITAL MEDIA PAID SOCIAL: JULY PERFORMANCE Front Range event videos have surpassed “Rites of Passage” brand spots as the top performing messages •Kids Adventure Games and Vail Dance Festival averaged a 93% VCR •Brand spots averaged a 91% VCR for Destination Families Based on pixel data from participating lodging partners, site retargeting tactics have generated the top performance for VCR and CTR •Destination markets averaged a 93% VCR and doubled the CTR of all other audiences for the “Rites of Passage” video creative and Instagram Stories Videos are driving higher CTRs compared to carousel among all audiences in all markets •All remaining social ads will focus on cross-platform delivery Destination Parents were more likely to click on Instagram Stories while Destination Teens were more likely to watch the :08 video to completion DIGITAL MEDIA DIGITAL RADIO: JULY PERFORMANCE Summer retail efforts, which launched on Pandora in mid-June and ran through mid-July, exceeded industry average performance by +47% •Efforts were targeting Destination Families and Destination Boomers across all devices •Mobile audio averaged a 0.28% CTR – double the average performance •Heavier focus on Leisure Travelers and Outdoor Sports Enthusiasts custom audiences led to the strong performance DIGITAL MEDIA PAID EMAIL: JULY PERFORMANCE Paid email support was deployed on 7/9 to Destination Families and Destination Boomers, in which both KPIs more than the doubled industry standard •Open Rate increased over the course of the week following deployment; by 10 days after deployment, the Open Rate reached 22% •Benchmark performance is 9% •In the 10 days following the 7/9 deployment, the CTR reached 2.05% •Benchmark performance is 0.8% •Strong performance can be attributed to layer in custom audience segments of Avid Summer Travelers and Mountain Vacation Enthusiasts DIGITAL MEDIA