HomeMy WebLinkAboutVLMDACOctoberFINALVLMDAC BOARD MEETING
OCTOBER 17, 2019
AGENDA
•Monthly Financial Report, Carlie Smith
•Approval of September 19, 2019 Minutes, Board
•CSE Meeting Update
•Group Sales Update, Kim Brussow
•Digital Update, Cactus
•Data & Web Update, Cactus
•Asset Acquisition Update, Deadline Motion/Jack Affleck/SITE
•RRC Research Results, Chris Cares
•Peer Resort Visit, Prima Vail & Revely Vail Updates, Mia Vlaar
•Other Business
A G E N D A
GROUP SALES UPDATE
G R O U P S
CONTRACTS = 13
1,981 ROOM NIGHTS
$526,982 ROOM REVENUE
LEADS GENERATED = 75
TRADESHOWS = 5
3,348 PLANNER ATTENDEES
211 APPOINTMENTS
SITE TOURS = 2
1 - BOOKED AFTER SITE
200 RN $48,590 REVENUE
ADDED TO DATABASE
131 NEW ORGANIZATIONS
156 NEW CONTACTS
CLIENT EVENT = 2
65 PLANNER ATTENDEES
3RD QUARTER RESULTS
R E S U L T S
VVP GROUP SALES – 3rd QUARTER TRADESHOWS &
CLIENT EVENTS
MPI SES - Orlando
Destination West - Denver
IMEX – Las Vegas
Plan Your Meetings & Client Event - Dallas
ASAE - Columbus
SKAL - Tampa
NY Client Event - NYC
R E S U L T S
•JULY 14-16, 2019 – DENVER, CO
•57 meeting planner attendees
•23 One-on-One Appointments
•Educational Conference with Networking
Opportunities
•5 RFP’s & 1 group already booked
•AUGUST 10-13, 2019 – COLUMBUS, OH
•2,625 meeting planner attendees
•118 One-on-One Appointments
•Largest Tradeshow Association in US
•Educational Conference with Networking
Opportunities
•Received 4 RFP’s for future meetings
•AUGUST 20-22, 2019 – ORLANDO, FL
•140 meeting planner attendees
•30 One-on-One Appointments
•All four Florida Chapters
•Educational Conference with
Networking Opportunities
•10 RFP’s – tentative booking with
Sonnenalp
•September 10-12, 2019 – LAS VEGAS, NV
•Coop with destination Colorado
•3,426 hosted buyer attendees
•800 buyer attendees – 90% US/Canada; 10% Int’l
–US, Canada, Brazil, Mexico & UK
•500 leads for destination Colorado booth
•14 personal One-on-One Appointments
•Largest tradeshow in North America
•House of Blues – Dallas, TX
•September 19, 2019
•26 meeting planner attendees
•26 One-on-One Appointments
•Dallas client event
•September 19, 2019
•35 Meeting Planners
•1 Lodging Partner C-op
•Received 1 RFP
•New York Client Event
•July 31, 2019
•35 Meeting Planners
•3 Lodging Partners Co-op
•Received 1 RFP
•2 Client Dinners, 1 Client lunch
•Chicago sales trip
•Site Chicago Chapter Sponsorship at Hofbräuhaus – 10/2/19
•Meeting Planner event at Spin Chicago – 10/3/19
•VVP Group sales trip – 10/14-18/19 – Vail
•Destination CO Customer Appreciation – 10/24-25/19 – Fort Collins
•Meeting planner event at American Elm – 11/7/19 – Denver
•Mic serving up hope luncheon – 11/14/19 – Denver
•CMP Conclave - 11/15-17 – Colorado Springs
•Destination CO tradeshow – December TBD – Denver
What’s next for 4th quarter
S A L E S
Cvent leads – 4th quarter YOY – 2018 vs. 2019
VVP RFP Jan-18 - Sep-18 Jan-19 - Sep-19 % Change YOY
Total RFPs 90 115 28%
% Copied to VVP for RFPs coming to City 14% 18% 4%
Total Room Nights 33,579 33,818 1%
Total RFP Value $10,875,317 $12,481,824 15%
Average Room Nights per RFP 373 294 -21%
Average Value per RFP $120,837 $108,538 -10%
Vail RFP’s Jan-18 - Sep-18 Jan-19 - Sep-19 % Change YOY
Total RFPs 643 624 -3%
Total Room Nights 172,156 164,279 -5%
Awarded RFPs 111 109 -1%
Awarded Room Nights 15,505 18,487 22%
Awarded RFP Value $6,034,458 $6,920,125 15%
R E S U L T S
Occupancy – Group vs. FIT
•FIT higher in Peak Months – Feb, Mar & Jul
•Group Occupancy Higher than FIT in May &
June
Average Daily Rate – Group vs. FIT
•FIT on average was 62.4% higher than
Group
•73-80% lower rates for Groups Mar-July
Revenue Per Room – Group vs. FIT
•Room Rate divided by Total Occupancy
•Total Room Revenue divided by Available
Rooms
DIGITAL FINAL REPORT
P A I D M E D I A
CAMPAIGN YOY PERFORMANCE
D I G I T A L M E D I A
YOY Campaign Performance
Tactic KPI 2019 Performance 2018 Performance YOY Change
Digital Video Video Completion
Rate (VCR) 89% VCR 88% VCR +1%
Paid Social:
Video
Video Completion
Rate (VCR) 89% VCR 85% VCR +5%
Paid Social:
Carousel
Click-thru Rate
(CTR) 0.10% CTR 0.11% CTR -1%
Influencer Engagement
Rate
7.2% Engagement
Rate
3.9% Engagement
Rate +85%
Digital Radio
Video Completion
Rate (VCR); Click-
thru Rate (CTR)
86% VCR
0.30% CTR
86% VCR
0.29% CTR
n/a VCR
+1% CTR
DIGITAL VIDEO: FINAL CAMPAIGN
PERFORMANCE
Digital video completion rate (VCR) improved +1% YOY
•Heavier investment in premium and live-streaming content and living room screens led to
an overall VCR of 89%
Click engagement for Mobile AI was up +42% YOY
•Strong tactic for increasing awareness, as air marketing, brand, and event videos
performed evenly (78% VCR)
•Air Marketing and event messages drove the highest click engagement
Cross-device video efforts with TV/Cable retargeting completed +4%
above industry VCR benchmark performance
•Was a strong digital tactic to extend reach into our destination markets, following up with
air marketing messages to Families in Dallas and Chicago across digital devices
•Chicago market was most likely to click out to the site from the air marketing videos
D I G I T A L M E D I A
PAID SOCIAL: FINAL CAMPAIGN PERFORMANCE
Front Range event videos performed better than that of the “Rites of
Passage” brand spots
•Culinary spots were the best performers, with custom audience segments such as
“Foodies” leading the charge in driving strong video engagement
Front Range and Destination Boomers generated the highest click
volume from social
•This is an audience trend we have seen consistent YOY since 2016
•Additionally, site retargeting from participating lodging partners, drove the highest click-thru
rates across all types of paid social content (video, carousel, and canvas)
Short-form vertical Instagram Stories drove high video engagement
•Destination teenagers were more likely to watch Stories in comparison to newsfeed
placements
•Destination Parents were more likely to click to the site from the short-form Stories
D I G I T A L M E D I A
DIGITAL RADIO: FINAL CAMPAIGN
PERFORMANCE
Heavier focus on video placements drove the strongest click
engagement
•Destination markets were slightly more likely to click on video messages
•This is a trend we have seen consistent YOY in which video placements are driving
additional consideration and intent
Smart speakers and connected home devices have led to increased
awareness and reach with the platform
•With a reach of 289K+ Super Boomers, nearly 3% of our targeted users took a secondary
action (click) from our Fall video placements
D I G I T A L M E D I A
PAID EMAIL: FINAL CAMPAIGN PERFORMANCE
Three pulses of targeted email deployments throughout the campaign:
•Summer Retail deployed 7/9 to Destination Families and Super Boomers •Fall Dining deployed 8/13 to Front Range Active Professionals and Super Boomers •Fall Brand deployed 9/17 to Front Range Active Professionals and Super Boomers •This was the top performing email creative Email deployments exceeded industry average performance:
•Open Rates exceeded benchmark by more than 2x •Benchmark is 9% Open Rate and all deployments were above 21% •Click-thru Rates exceeded benchmark by more than 3x •Benchmark is 0.80% Click-thru Rate and all deployments were above 2.4% Click-thru Rate
Front Range Active Professionals reacted best to targeted email, as they out-performed Families and Boomers
•Strong performance across the board can be attributed to custom audience segments, which allowed for us to tailor our creative to different audiences •Audience segments included foodies & culinary enthusiasts, avid summer travelers, mountain vacation enthusiasts, frequent / leisure travelers, and outdoor sports / enthusiasts
D I G I T A L M E D I A
DATA & WEB UPDATE
2020 P L A N N I N G
VLMD DATA MODEL
DATA STACK: REVIEW
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.
DESIGN AND IMPLEMENTATION TIMELINE
October ‘19
March ‘20
Website discovery & planning
Website Content, SEO, Design & Prototype
Build & Launch Website
3rd Party Data Purchase
January ‘20
D A T A & W E B
Live Data Pulling In DMP On-boarding & Connecting Tools DMP Ownership & Licensing
WEBSITE DESIGN AND DEVELOPMENT
Discovery & Planning
P R O C E S S U P D A T E
•Completed: Stakeholder and user research methodology development Most stakeholder interviews •In progress:
–Traveler survey creation –Traveler survey approval –Traveler survey deployment •Up Next:
–Development of web personas –Alignment on website measurement plan
•Stakeholder and traveler
research
•URL Options
•Competitive analysis and
analytics review
•CRM and DMP planning
•Website Discovery
Workshop
STAKEHOLDER INTERVIEW INSIGHTS
W E B & D A T A
Placeholder until
interviews are
completed
WEBSITE DESIGN AND DEVELOPMENT
Discovery & Planning
P R O C E S S U P D A T E
•Completed:
Developed comprehensive list of possible domain options to share with VLMD stakeholders Purchased 13 options that were available •In progress: –Negotiating with 8 domain “squatters” for key preferred options •Up Next:
–Finalize domain selection and purchase by 10/31
•Stakeholder and traveler
research
•URL Options
•Competitive analysis and
analytics review
•CRM and DMP planning
•Website Discovery
Workshop
URL OPTIONS / INVESTIGATING
W E B & D A T A
INVESTIGATING: Domains & Cost of Purchase
URL Status Cost
DiscoverVail.com Offer in Current confirmed offer at $75K
VailTravel.com Offer in Current confirmed offer at $21K
VisitVail.com Negotiating Working with broker, will include commission +
base
VailCO.com Negotiating Working with broker, will include commission +
base
VailExperience.com Negotiating Working with broker, will include commission +
base
TravelVail.com Negotiating Working with broker, will include commission +
base
TheVailExperience.com Negotiating Working with broker, will include commission +
base
EnjoyVail.com Negotiating Working with broker, will include commission +
base
URL OPTIONS / PURCHASED
W E B & D A T A
OWNED: Domains & Cost of Purchase
URL Cost
ComeToVail.com $11.99
WelcomeToVail.com $11.99
VisitVailCO.com $11.99
DiscoverVailCO.com $11.99
VailJourney.com $11.99
VailCOTravel.com $11.99
Explore-Vail.com $9.99
Discover-Vail.com $11.99
VailFall.com 9.99
VailSpring.com 4.99
VailUnplugged.com $11.99
VailAdventure.com $11.99
VailDiscovery.com $11.99
WEBSITE DESIGN AND DEVELOPMENT
Discovery & Planning
P R O C E S S U P D A T E
•Completed:
Developed preliminary list of key competitor websites and local tourism entities Started competitive analysis based on preliminary list •In progress:
–Finalize list of 4-7 key competitors •Up Next:
–Document competitive analysis into Discovery Insights presentation
•Stakeholder and traveler
research
•URL Options
•Competitive analysis and
analytics review
•CRM and DMP planning
•Website Discovery
Workshop
We’ve also begun looking into competitors for our audit. Factors
we’re considering in identifying these competitors are:
•Ski Resort + Mountain towns
•Summer business functions separately from winter/ski business
•Aligned with previous discussions around top Vail Summer competitors
COMPETITIVE AUDIT
D A T A & W E B
WEBSITE DESIGN AND DEVELOPMENT
Discovery & Planning
P R O C E S S U P D A T E
•Completed: Comprehensive research, evaluation and negotiation of CRM and DMP vendor options •In progress: –Finalize decision on account ownership between Cactus and VLMD. –Final negotiations on cost and licensing based on account owner •Up Next: –Sign licensing contracts and begin onboarding process by 10/31 –Software onboarding with Salesforce team –Connect all tools and pixel website to funnel in live data
•Stakeholder and traveler
research
•URL Options
•Competitive analysis and
analytics review
•CRM and DMP planning
•Website Discovery
Workshop
WEBSITE DESIGN AND DEVELOPMENT
Discovery & Planning
P R O C E S S U P D A T E
•Completed:
Developed agenda, attendees list, and workshop plan •In progress: –Lock in final date for discovery workshop in late October •Up Next: –Send out agenda and workshop objectives to stakeholders for preparation
•Stakeholder and traveler
research
•URL Options
•Competitive analysis and
analytics review
•CRM and DMP planning
•Website Discovery
Workshop
WEBSITE DESIGN AND DEVELOPMENT
Discovery & Planning
P R O C E S S U P D A T E
•Competitive analysis •Customer personas and journeys •Analytics insights •Measurement strategy and KPI’s •New website sitemap •Technical requirements document including CRM and DMP
Deliverable: Insights document
•Stakeholder and traveler
research
•URL Options
•Competitive analysis and
analytics review
•CRM and DMP planning
•Website Discovery
Workshop
ASSET ACQUISITION
A S S E T S
ASSET ACQUISITION – “CASUAL BIKE”
A S S E T S
Goals:
•Showcase authentic casual, family friendly biking experiences in Vail
•Featuring signature Vail Village locations
•Completes casual summer biking asset acquisition: East Vail bike path, paved bike path in
beautiful settings, signature Vail Village locations/backdrops
ASSET ACQUISITION – VIDEO REVIEW REEL
A S S E T S
Goals:
•Capture specific events/happenings/activities during the summer
•Updates/fills needs for footage in our video asset library
BURKE BRAND RESEARCH
R E S E A R C H
OVERVIEW
For our 2019 research, we’ve aligned our research personas with
our marketing persona strategy to survey the following segments:
•Dynamic Families with Teens
•Super Boomers
•Front Range Residents
In order to accurately evaluate our research results YOY, we also
worked with Burke to re-run our 2017 results based on these
segments.
S E C T I O N T I T L E
OBJECTIVES
To bring our marketing personas into sharper focus by:
1.Characterizing them in terms of travel behavior and vacation values
2.Assessing market/funnel metrics for Vail and key competitors to understand awareness,
consideration, and conversion metrics
2 0 1 9 R E S E A R C H
METHODOLOGY
10-minute online survey, conducted between Aug. 5 – Aug. 23, 2019
•517 respondents in a nationally representative footprint were interviewed
•Qualifications mirrored our marketing targeting, and included the following criteria:
•Ages 25-65
•Household income of $100K+
•Have taken a summer vacation to the Rocky Mountain west in the past two summers
(2018 & 2019) OR intend to take a summer vacation to the Rocky Mountain west in
the next two years (2020 & 2021)
•Are a participant in selecting vacation destinations within their HH
2 0 1 9 R E S E A R C H
YOY FUNNEL METRICS
Key Insights:
•Consideration has increased across the board for
mountain resorts, particularly within the Front Range and
Super Boomers
•Vail’s awareness to consideration conversion is up
significantly YOY, whereas the conversion between
seriously considered and visited is down
•Our primary target audience of Destination Families has
significant increases YOY across the funnel, indicating
that our focus on this audience may be positively
impacting visitation and stealing market share for this
segment
2019 R E S E A R C H
Total vacationers/intenders to Rocky Mtn. west this
summer.
Filtered to aware of Vail.
TOTAL FUNNEL METRICS
Insight: The Front Range mtn resorts all show notable increases in consideration relative to 2017,
perhaps due to halo effects of the winter sport market and corresponding pass bundles.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
79%
46
%
38
%
8
%
81
%
33
%
16
%
8%
73%
27
%
25
%
9
%
81
%
32
%
21
%
16
%
82%
36
%
28
%
8
%
84
%
33
%
17
%
7%
96%
61
%
47
%
16
%
95
%
44
%
29
%
16
%
90%
47
%
38
%
3
%
94
%
43
%
25
%
11
%
90%
58
%
51
%
20
%
89
%
47
%
34
%
24
%
100
%
66
%
54
%
21
%
100
%
47
%
36
%
24
%
FRONT RANGE FUNNEL METRICS
Insight: The same pattern exists among Front Range residents, but it extends to Lake Tahoe and Utah
destinations as well, perhaps highlighting an even larger halo effect.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
100
%
80
%
77
%
34
%
100
%
61
%
54
%
46
%
96
%
68
%
59
%
15
%
98
%
58
%
40
%
23
%
84
%
31
%
26
%
1
%
88
%
16
%
9%
9%
92
%
58
%
45
%
7
%
96
%
42
%
25
%
9%
89
%
35
%
26
%
4
%
93
%
21
%
9%
4%
97
%
86
%
81
%
34
%
98
%
72
%
54
%
35
%
92
%
76
%
69
%
14
%
96
%
54
%
25
%
14
%
DESTINATION FAMILIES FUNNEL METRICS
Insight: Destination Families show significant increases across funnel metrics, with a positive increase
in conversion between seriously considered to visited, as opposed to Aspen and Breckenridge’s
significant decreases.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
100
%
63
%
43
%
18
%
100
%
51
%
35
%
16
%
98
%
60
%
43
%
13
%
98
%
51
%
35
%
18
%
70
%
38
%
35
%
23
%
82
%
41
%
29
%
20
%
88
%
35
%
25
%
8
%
82
%
35
%
20
%
4%
95
%
45
%
40
%
15
%
90
%
45
%
33
%
20
%
95
%
58
%
38
%
13
%
88
%
51
%
31
%
22
%
75
%
40
%
30
%
8
%
88
%
33
%
16
%
8%
SUPER BOOMER FUNNEL METRICS
Insight: Vail and Aspen have shown considerable growth in consideration among Super Boomers over
the past 2 years.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
100
%
63
%
50
%
21
%
100
%
37
%
27
%
18
%
100
%
63
%
53
%
18
%
98
%
35
%
21
%
12
%
82
%
45
%
39
%
11
%
85
%
32
%
22
%
19
%
87
%
37
%
34
%
5
%
94
%
31
%
14
%
5%
95
%
53
%
45
%
8
%
97
%
45
%
26
%
11
%
97
%
58
%
39
%
16
%
90
%
38
%
27
%
21
%
84
%
45
%
26
%
0
%
86
%
33
%
10
%
7%
2019 RESULTS
Key Insights:
•When selecting a location, the Front Range audience is the
most attracted to destination based on the town atmosphere
and events/festivals out of our audiences
•Super Boomers emphasize rest & relaxation and sightseeing,
while Destination Families are more adventure-seeking and
quality time oriented
•Vacation intenders cite a variety of outdoor recreation
activities as attracting them to potential destinations
•Intenders are more likely to look at water over mountains for a
summer destination, suggesting that our competition extends
beyond just mountain resorts
•86% of parents surveyed recognized their teens as
significantly weighing into destination decision making
2019 R E S E A R C H
No filter for awareness of Vail.
Vacationer to Rocky Mtn. west within the past 2
summers.
PERSONA PROFILES
2019 R E S E A R C H
11% 38% 51%
TOTAL VACATIONERS
Return to the same destination
Visit a few familiar places
4.2 Vacations per year
2.2 During summer season
Try new places
n=252
69% 54% 56% 42% 44% 34% 29% 21% 19% 15% 4%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
USUAL SUMMER VACATION
83% 46% 40% 45% 25% 32% 16% 11% 22% 8% 3%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
[VAL
UE]
[VAL
UE] 40%
COLORADO RESIDENTS
Return to the same destination
Visit a few familiar places
Try new places
4.3 Vacations per year 2.3 During summer season
USUAL SUMMER VACATION
n=105
75% 59% 54% 41% 49% 41% 40% 29% 19% 20% 2%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
10% 46% 45%
DESTINATION FAMILIES 4.5 Vacations per year 2.3 During summer season
USUAL SUMMER VACATION
Return to the same destination
Visit a few familiar places
Try new places
9% 37% 54%
SUPER BOOMERS
Return to the same destination
Visit a few familiar places
Try new places
4.2 Vacations per year 2.0 During summer season
n=105
66% 57% 63% 33% 30% 27% 10% 14% 13% 24% 10%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
USUAL SUMMER VACATION
LIKELIHOOD TO RETURN
2 0 1 9 R E S E A R C H
Insight: Likely to return is very strong across all resorts, however Vail is slightly behind in this respect.
Destinations that combine mountains and water, such as Lake Tahoe, are seeing the greatest
likelihood to return.
Likely to Visit Destination Again Among Past 2 Year Visitors Who Visited Each Resort
79% 87% 92% 98% 92% 89% 92%
TOTAL VACATIONERS FUNNEL METRICS
Insight: Outside of Tahoe, Vail and Aspen have the highest awareness and consideration. Lake Tahoe
benefits from the sizable CA population within the nationally representative sample.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
77
%
50
%
43
%
8
%
67
%
37
%
33
%
4
%
60
%
35
%
28
%
3
%
66
%
31
%
27
%
4
%
87
%
57
%
50
%
2
%
84
%
54
%
46
%
6
%
Conversion (Aware to Consider) 64% 66% 65% 59% 56% 47% 58%
Conversion (Consider to Seriously Consider) 87% 89% 85% 84% 88% 85% 81%
Conversion
(Seriously Consider to Most Recent Visit) 17% 5% 12% 22% 11% 13% 11%
71
%
42
%
35
%
8
%
FRONT RANGE FUNNEL METRICS / CO RESIDENT, $100K+ HHI
Insight: Among CO residents, Breckenridge shows the highest consideration and visitation, yet Vail is
very close behind.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
95
%
68
%
65
%
24
%
88
%
34
%
27
%
3
%
95
%
66
%
57
%
12
%
Conversion
(Aware to Consider) 72% 39% 69% 84% 30% 64% 81%
63%
Conversion
(Consider to Seriously Consider) 96% 79% 86% 95% 83% 80% 89%
63%
Conversion (Seriously Consider to Most Recent Visit) 37% 11% 21% 34% 5% 15% 15%
93
%
78
%
74
%
25
%
80
%
24
%
20
%
1
%
92
%
59
%
47
%
7
%
90
%
73
%
65
%
10
%
DESTINATION FAMILIES FUNNEL METRICS / WITH TEENS, EXCLUDING
CO, $100K HHI
Insight: The more luxury orientation does not appear to be a barrier to consideration for Vail and Aspen.
Tahoe, Breckenridge and Park City also have very strong consideration with around half of vacationers
considering the destinations. The lower consideration of Telluride and Steamboat may be due to the lower
degree of accessibility.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
82
%
53
%
47
%
7
%
77
%
53
%
41
%
7
%
84
%
59
%
50
%
7
%
74
%
49
%
36
%
6
%
Conversion
(Aware to Consider) 69% 65% 70% 66% 71% 58% 63%
63%
Conversion (Consider to Seriously Consider) 77% 89% 85% 73% 87% 85% 84%
Conversion
(Seriously Consider to Most Recent Visit) 17% 15% 14% 17% 23% 15% 15%
65
%
46
%
40
%
9
%
67
%
39
%
33
%
5
%
51
%
32
%
27
%
4
%
SUPER BOOMER FUNNEL METRICS
Insight: Consideration for Vail is lower among Super Boomers, however, they are also the least likely
to have visited Vail for a winter vacation. Dialing up our messaging around that elements of Vail that
appeal to their travel desires will encourage consideration for this audience.
2019 R E S E A R C H
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
90
%
45
%
33
%
8
%
92
%
58
%
49
%
3
%
90
%
44
%
37
%
7
%
Conversion
(Aware to Consider) 50% 63% 49% 47% 59% 36% 39%
63%
Conversion
(Consider to Seriously Consider) 73% 84% 84% 76% 82% 83% 62%
63%
Conversion (Seriously Consider to Most Recent Visit) 24% 6% 19% 23% 14% 13% 0%
88
%
41
%
31
%
7
%
75
%
44
%
36
%
5
%
81
%
29
%
24
%
3
%
75
%
29
%
18
%
0
%
THANK YOU!
Upcoming Meetings & Events
VLMDAC Monthly Meeting, Thursday, November 21, 2019,
Grand View Room
APPENDIX
A P P E N D I X
Confidential Property of Town of Vail
SUMMER RESEARCH
September 2019
Overview
60
OBJECTIVES
The Town of Vail has shifted strategic marketing strategy – moving to a consumer centric approach by developing personas using commercial
segmentation tools that use modeling methods. Three personas have been prioritized for hyper-targeting:
1.Colorado Residents
2.Dynamic Families
3.Super Boomers
In support of this new direction, the objective of this research is to bring these personas into sharper focus by:
•Characterizing them in terms of travel behavior and vacation values
•Assessing market (funnel) metrics for Vail and key competitors
METHODOLOGY
•Respondents were asked to participate in a 10-minute online survey conducted between August 5, 2019 and August 23, 2019
•517 respondents in a nationally representative footprint were interviewed
•Qualifications mirrored the target mountain vacationers and included the following criteria:
–Ages 25-65
–Household Income of $100,000 or more for three personas and $90,000 for destination travelers
–Took a vacation to the Rocky Mountain west this past summer or the summer previous – OR – intend to take a summer vacation in the
next two years
–Participated in selecting vacation destination
–Incoming sample balanced to census
Confidential Property of Vail Resorts International
KEY FINDINGS Town Of Vail Summer Research
61
Confidential Property of Town of Vail
Consideration has increased across the board for
mountain resorts, particularly within the front range
of Colorado.
This may be due to the winter sports market and
the expansion of passes like epic and IKON that
have increased awareness of resort bundles.
Growth in consideration is most pronounced within
the Colorado residents and the Super Boomer
personas.
OVERALL FUNNEL METRICS
NOTE: Trending is conducted among past summer vacationers who are aware of Vail to match 2017 data.
Confidential Property of Town of Vail
OVERALL FUNNEL METRICS
COLORADO RESIDENTS
Colorado resident vacationers are the most likely to consider Vail
relative to Dynamic Families and Super Boomers, however,
Breckenridge is the market leader.
Town atmosphere is most important among Colorado residents, which could contribute
to Breck’s appeal.
DYNAMIC FAMILIES
Vail has strong consideration among Dynamic Families but trails
both Lake Tahoe and Aspen slightly.
The more luxury orientation of Vail and Aspen does not appear to be a turn off for
families, suggesting potential to capture this highly profitable persona.
SUPER BOOMERS
Super Boomers are the least likely of the three personas to
consider Vail, however conversion to visitation once they
consider was high.
Emphasizing relaxing experiences and access to high end culinary experiences could help drive consideration for Super Boomers.
Confidential Property of Town of Vail
All mountain vacationers choose a mountain
vacation to spend time in nature. Providing easy
access to natural beauty is key.
However, different personas may desire a different
experience to enjoy the natural beauty.
TIME IN NATURE:
Confidential Property of Town of Vail
COLORADO RESIDENTS
The mountains offer an escape to spend time in nature and
enjoy hiking. Mountain vacations also provide the opportunity for
family fun.
DYNAMIC FAMILIES
Taking a mountain vacation is about enjoying time with family
and creating memorable explorations. They tend to be more
adventure seeking and as such are more likely to spend time
rafting, biking or zip-lining with their kids.
SUPER BOOMERS
Mountain vacations are a time to rest and recharge. They are
looking for rejuvenation in the natural beauty of the mountains.
They are the most likely to visit natural parks or just relax.
CREATE UNIQUE EXPERIENCES:
FUNNEL RESULTS
Total
Vacationers/Intenders To Rocky Mountain West This Summer
66
TRENDED RESULTS
Filtered To Aware Of Vail and
Vacationer To Rocky Mountain West This Summer
67
Conversion (Aware to Consider) 2019: 66% 2017: 47% 2019: 64% 2017: 46% 2019: 65% 2017: 53% 2019: 53% 2017: 46% 2019: 44% 2017: 39% 2019: 59% 2017: 40% 2019: 37% 2017: 39%
Conversion (Consider to Seriously Consider) 2019: 81% 2017: 77% 2019: 78% 2017: 66% 2019: 87% 2017: 72% 2019: 81% 2017: 58% 2019: 78% 2017: 52% 2019: 83% 2017: 48% 2019: 91% 2017: 65%
Conversion
(Seriously Consider to Most Recent Visit) 2019: 40% 2017: 66% 2019: 33% 2017: 57% 2019: 40% 2017: 70% 2019: 9% 2017: 43% 2019: 28% 2017: 39% 2019: 21% 2017: 53% 2019: 36% 2017: 76%
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
100
%
66
%
54
%
21
%
100
%
47
%
36
%
24
%
TOTAL FUNNEL METRICS
68
2019 n=89 2018 n=300
Confidential Property of Town Of Vail
96
%
61
%
47
%
16
%
95
%
44
%
29
%
16
%
73
%
27
%
25
%
9
%
81
%
32
%
21
%
16
%
82
%
36
%
28
%
8
%
84
%
33
%
17
%
7%
90
%
47
%
38
%
3
%
94
%
43
%
25
%
11
%
90
%
58
%
51
%
20
%
89
%
47
%
34
%
24
%
79
%
46
%
38
%
8
%
81
%
33
%
16
%
8%
The Colorado front range mountain resorts all show notable increases in consideration relative to 2017, perhaps due to halo
effects of the winter sport market and corresponding pass bundles.
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
Conversion (Aware to Consider) 2019: 80% 2017: 61% 70% 59% 89% 73% 39% 23% 63% 44% 83% 56% 37% 18%
Conversion (Consider to Seriously Consider) 2019: 97% 2017: 89% 88% 70% 94% 76% 74% 43% 78% 60% 91% 46% 84% 56%
Conversion
(Seriously Consider to Most Recent Visit) 2019: 44% 2017: 84% 25% 56% 42% 65% 16% 39% 15% 35% 20% 56% 5% 100%
100
%
80
%
77
%
34
%
100
%
61
%
54
%
46
%
COLORADO RESIDENTS (Colorado Resident W. $100K+) FUNNEL METRICS
69
2019 n=74 2018 n=57
Confidential Property of Town Of Vail
96
%
68
%
59
%
15
%
98
%
58
%
40
%
23
%
84
%
31
%
26
%
1
%
88
%
16
%
9%
9%
92
%
58
%
45
%
7
%
96
%
42
%
25
%
9%
89
%
35
%
26
%
4
%
93
%
21
%
9%
4%
97
%
86
%
81
%
34
%
98
%
72
%
54
%
35
%
92
%
76
%
69
%
14
%
96
%
54
%
25
%
14
%
The same pattern exists among Colorado residents, but it extends to Lake Tahoe and Utah destinations as well, perhaps
highlighting an even larger halo effect.
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
Conversion (Aware to Consider) 2019: 63% 2017: 51% 62% 52% 61% 58% 47% 50% 40% 43% 53% 38% 54% 50%
Conversion (Consider to Seriously Consider) 2019: 68% 2017: 68% 71% 68% 65% 60% 89% 73% 71% 57% 75% 48% 92% 71%
Conversion
(Seriously Consider to Most Recent Visit) 2019: 51% 2017: 47% 29% 53% 33% 73% 38% 62% 30% 21% 25% 51% 64% 70%
100
%
63
%
43
%
18
%
100
%
51
%
35
%
16
%
DYNAMIC FAMILIES (With Teens Excluding CO) FUNNEL METRICS
70
2019 n=40 2018 n=49
Confidential Property of Town Of Vail
98
%
60
%
43
%
13
%
98
%
51
%
35
%
18
%
70
%
38
%
35
%
23
%
82
%
41
%
29
%
20
%
88
%
35
%
25
%
8
%
82
%
35
%
20
%
4%
95
%
45
%
40
%
15
%
90
%
45
%
33
%
20
%
95
%
58
%
38
%
13
%
88
%
51
%
31
%
22
%
75
%
40
%
30
%
8
%
88
%
33
%
16
%
8%
While Dynamic Families do not show the same significant increases relative to 2017, consideration is trending upward for the
front range Colorado resorts.
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
Conversion (Aware to Consider) 2019: 63% 2017: 37% 63% 36% 59% 42% 56% 46% 43% 33% 54% 38% 55% 38%
Conversion (Consider to Seriously Consider) 2019: 79% 2017: 72% 83% 61% 68% 69% 85% 58% 92% 45% 58% 30% 87% 69%
Conversion
(Seriously Consider to Most Recent Visit) 2019: 42% 2017: 68% 35% 55% 40% 80% 18% 41% 16% 38% 0% 74% 27% 87%
100
%
63
%
50
%
21
%
100
%
37
%
27
%
18
%
71
2019 n=38 2018 n=94
Confidential Property of Town Of Vail
100
%
63
%
53
%
18
%
98
%
35
%
21
%
12
%
82
%
45
%
39
%
11
%
85
%
32
%
22
%
19
%
87
%
37
%
34
%
5
%
94
%
31
%
14
%
5%
95
%
53
%
45
%
8
%
97
%
45
%
26
%
11
%
97
%
58
%
39
%
16
%
90
%
38
%
27
%
21
%
84
%
45
%
26
%
0
%
86
%
33
%
10
%
7%
SUPER BOOMERS (Destination + Colorado residents) FUNNEL METRICS
Vail and Aspen have shown considerable growth in consideration among Super Boomers over the past 2 years.
2019 RESULTS
No Filter For Aware of Vail
Vacationer To Rocky Mountain West In The Past 2 Summers
72
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
77
%
50
%
43
%
8
%
TOTAL VACATIONERS FUNNEL METRICS
73
2019 n=252
Confidential Property of Town Of Vail
71
%
42
%
35
%
8
%
67
%
37
%
33
%
4
%
60
%
35
%
28
%
3
%
66
%
31
%
27
%
4
%
87
%
57
%
50
%
2
%
84
%
54
%
46
%
6
%
Conversion (Aware to Consider) 64% 66% 65% 59% 56% 47% 58%
Conversion (Consider to Seriously Consider) 87% 89% 85% 84% 88% 85% 81%
Conversion
(Seriously Consider to Most Recent Visit) 17% 5% 12% 22% 11% 13% 11%
Outside of Tahoe, Vail and Aspen have the highest awareness and consideration. Lake Tahoe benefits from the sizeable
population in California (12% of US population).
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
95
%
68
%
65
%
24
%
COLORADO RESIDENTS (Colorado Resident W. $100K+) FUNNEL METRICS
74
2019 n=106
Confidential Property of Town Of Vail
88
%
34
%
27
%
3
%
95
%
66
%
57
%
12
%
Conversion (Aware to Consider) 72% 39% 69% 84% 30% 64% 81%
63% 63% 63%
Conversion (Consider to Seriously Consider) 96% 79% 86% 95% 83% 80% 89%
63% 63% 63%
Conversion
(Seriously Consider to Most Recent Visit) 37% 11% 21% 34% 5% 15% 15%
93
%
78
%
74
%
25
%
80
%
24
%
20
%
1
%
92
%
59
%
47
%
7
%
90
%
73
%
65
%
10
%
Among Colorado residents, Breckenridge shows the highest consideration and visitation, yet Vail is very close behind.
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
77
%
53
%
41
%
7
%
DYNAMIC FAMILIES (With Teens Excluding CO) FUNNEL METRICS
75
2019 n=105
Confidential Property of Town Of Vail
82
%
53
%
47
%
7
%
84
%
59
%
50
%
7
%
Conversion (Aware to Consider) 69% 65% 70% 66% 71% 58% 63%
63%
Conversion (Consider to Seriously Consider) 77% 89% 85% 73% 87% 85% 84%
63%
Conversion
(Seriously Consider to Most Recent Visit) 17% 15% 14% 17% 23% 15% 15%
74
%
49
%
36
%
6
%
65
%
46
%
40
%
9
%
67
%
39
%
33
%
5
%
51
%
32
%
27
%
4
%
The more luxury orientation does not appear to be a barrier to consideration for Vail and Aspen. Tahoe, Breckenridge and Park
City also have very strong consideration with around half of vacationers considering the destinations. The lower consideration
of Telluride and Steamboat may be due to the lower degree of accessibility.
% Awareness
% Considered Most
Recent Visit
% Seriously
Considered
% Visited This Summer
90
%
45
%
33
%
8
%
SUPER BOOMERS (Destination + Colorado residents) FUNNEL METRICS
76
2019 n=105
Confidential Property of Town Of Vail
92
%
58
%
49
%
3
%
90
%
44
%
37
%
7
%
Conversion (Aware to Consider) 50% 63% 49% 47% 59% 36% 39%
63% 63% 63% 63%
Conversion (Consider to Seriously Consider) 73% 84% 84% 76% 82% 83% 62%
63% 63% 63% 63%
Conversion
(Seriously Consider to Most Recent Visit) 24% 6% 19% 23% 14% 13% 0%
88
%
41
%
31
%
7
%
75
%
44
%
36
%
5
%
81
%
29
%
24
%
3
%
75
%
29
%
18
%
0
%
Consideration for Vail is lower among Super Boomers, however, they are also the least likely to have visited Vail for a winter
vacation. Perhaps the strong association with Vail as a ski town limits consideration among Super Boomers.
Is a good place to enjoy the great outdoors with your family
Enjoyed a summer vacation there before
Enjoyed a winter vacation there before
Like the variety of outdoor recreation activities – like hiking, biking, rafting, golf, etc.
Able to tie this vacation in with another trip
Able to get a good deal there
Friends recommended the destination
Friends or family live there
Own a home, condo, or timeshare nearby
To attend a summer festival or other event
Enjoying the healthy experience provided by the destination
Other reason
19
% 13
% 11
% 9
% 9
% 8
% 8
% 8
% 6
% 3
% 3
% 3
%
16
% 8
% 11
% 17
% 11
% 5
% 16
% 3
% 3
% 5
% 3
% 2
%
Word of mouth is considerably more important for attracting intenders. However, you can also reach intenders by
emphasizing the variety of outdoor recreation available to them.
77 Confidential Property of Town Of Vail
20
% 13
% 8
% 18
% 8
% 1
% 7
% 10
% 1
% 4
% 6
% 3
%
17
% 9
% 3
% 23
% 7
% 3
% 15
% 4
% 3
% 1
% 11
% 3
%
22
% 14
% 9
% 10
% 16
% 3
% 9
% 7
% 5
% 2
% 3
% 0
%
21
% 9
% 17
% 13
% 4
% 0
% 21
% 4
% 6
% 0
% 2
% 2
%
17
% 12
% 7
% 9
% 7
% 7
% 9
% 7
% 9
% 3
% 10
% 3
%
15
% 11
% 6
% 21
% 8
% 2
% 20
% 3
% 1
% 2
% 6
% 5
%
23
% 15
% 3
% 3
% 15
% 3
% 8
% 3
% 0
% 18
% 10
% 0
%
9
% 9
% 7
% 19
% 7
% 0
% 19
% 12
% 0
% 7
% 5
% 7
%
17
% 12
% 7
% 12
% 2
% 2
% 12
% 7
% 2
% 12
% 7
% 5
%
9
% 16
% 12
% 19
% 12
% 2
% 16
% 2
% 5
% 0
% 5
% 2
%
21
% 12
% 9
% 12
% 7
% 7
% 12
% 5
% 2
% 4
% 5
% 4
%
14
% 10
% 4
% 30
% 6
% 0
% 10
% 10
% 2
% 6
% 6
% 2
%
REASONS FOR SELECTING RESORT
VACATION INTENDERS TOTAL VACATIONERS
n=71 n=92 n=58 n=47 n=69 n=127 n=57 n=50 n=41 n=43 n=39 n=43 n=64 n=63
Super Boomers emphasize rest and relaxation, while Dynamic Families are more adventure seeking and family oriented. Colorado residents also prioritize family time, but they are also the most attuned to
the town atmosphere.
78
EXPERIENCES LOOKING FOR IN MOST RECENT SUMMER VACATION
Q14. What types of experiences were you looking for in your most recent summer mountain vacation? (Select your top 3)
TIME IN NATURE
REST +
RELAXATION ADVENTURE SIGHTSEEING FAMILY TIME
TOWN
ATMOSPHERE KID-FRIENDLY PLAY TEEN- FRIENDLY
TOTAL VACATIONERS 59% 50% 47% 45% 37% 21% 18% 14% 5%
COLORADO RESIDENTS
[A] 60% 50% 33% 25% 51% 33% 20% 17% 3%
DYNAMIC FAMILY [B] 60% 41% 42% 37% 57% 18% 15% 12% 16%
SUPER BOOMERS [C] 70% 63% 30% 59% 35% 23% 4% 10% 2%
AB
n=252
C
Letters represent statistical difference from personas
C
C
AC
AB
A
C BC n=106
n=105
n=105
Go hiking 72% 74% 68% 74%
Visit parks/national parks 65% 39% 70% A 76% A
Go shopping 38% 40% 43% 36%
Ride the gondolas up the mountain 29% 31% 36% C 26%
Go camping 28% 25% C 26% C 16%
Enjoy a culinary experience 27% 22% 32% A 37% A
Attend a festival or event 23% 23% 22% 24%
Go to a farmer’s market 21% 19% 23% 20%
Go rafting 19% 8% 26% AC 13%
Go bicycling 18% 13% 28% AC 14%
Visit the resort spa 17% 11% 17% 19%
On-mountain zip lines 15% 3% 20% AC 9% A
Attend a concert 13% 11% 17% 16%
On-mountain ropes course 11% 7% C 15% AC 2%
Play golf 10% 8% 12% C 6%
Go tubing down the mountain 10% 8% 15% C 6%
Go to local nightclubs 10% 3% 10% A 10% A
Attend a dance or play 6% 3% 8% 4%
Other Activity 4% 8% B 3% 5%
Hiking is a pre-requisite for all groups. Dynamic Families are more adventurous with their activity mix, while
Super Boomers are more sedentary and enjoy culinary experiences or sightseeing visits to national parks.
79 Q15. What did you do on your most recent summer mountain vacation? (Select all that apply) DYNAMIC FAMILIES [B] TOTAL VACATIONERS SUPER BOOMERS [C] Most Recent Summer Vacation Activities (% Selected By) COLORADO RESIDENTS [A] Letters represent statistical difference from personas
n=252 n=106 n=105 n=105
Go hiking 80% 75%
Visit parks/national parks 71% 55%
Go shopping 39% 42%
Ride the gondolas up the mountain 30% 30%
Go camping 28% 15%
Attend a festival or event 20% 20%
Go to a farmer’s market 20% 18%
Enjoy a culinary experience 20% 33%
Attend a concert 15% 12%
Go bicycling 13% 25%
Go rafting 13% 20%
Visit the resort spa 12% 16%
On-mountain zip lines 9% 11%
Go tubing down the mountain 9% 6%
On-mountain ropes course 8% 4%
Go to local nightclubs 8% 7%
Other Activity 8% 5%
Play golf 7% 12%
Attend a dance or play 7% 1%
Among total vacationers aware of Vail, visitation to national parks shows considerable momentum relative to 2017 as does camping. However, other outdoor activities, namely bicycling and rafting show a slight fall off
from 2017.
80 Q15. What did you do on your most recent summer mountain vacation? (Select all that apply) TOTAL VACATIONERS AWARE (2019) Most Recent Summer Vacation Activities (% Selected By) TOTAL VACATIONERS AWARE (2017)
n=89 n=300
All personas look to explore new places, with mountains and water providing the most likely locales. Dynamic Families are the most adventurous persona, while Families and Boomers both look to national parks, but
perhaps for more and less adventurous experiences respectively.
81
Q19. How many vacations do you take in a typical year | Q20. How many of those vacations do you take during the summer season? Q22. Do you tend to return to the same summer destination, visit a few familiar places, or try new places? Q21. Where do you usually go on summer vacations? (Select all that apply)
n=252
69% 54% 56% 42% 44% 34% 29% 21% 19% 15% 4%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
11% 38% 51%
TOTAL VACATIONERS
Return to the same destination Visit a few familiar places
Try new places
n=106
83% 46% 40% 45% 25% 32% 16% 11% 22% 8% 3%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
12% 48% 40%
COLORADO RESIDENTS [A]
Return to the same destination Visit a few familiar places
Try new places
n=105
75% 59% 54% 41% 49% 41% 40% 29% 19% 20% 2%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
10% 46% 45%
DYNAMIC FAMILIES [B]
Return to the same destination Visit a few familiar places
Try new places
n=105
66% 57% 63% 33% 30% 27% 10% 14% 13% 24% 10%
To the…
To the water
National park
Family visit
Activity/adv…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
9% 37% 54%
SUPER BOOMERS [C]
Return to the same destination Visit a few familiar places
Try new places
4.2 Vacations per year 2.2 During summer season
4.3 Vacations per year 2.3 During summer season
4.5 Vacations per year 2.3 During summer season
4.2 Vacations per year 2.0 During summer season
USUAL SUMMER VACATION USUAL SUMMER VACATION USUAL SUMMER VACATION USUAL SUMMER VACATION
C C
C
C
A
A
AC
C
AC
AC
A
A
A
AB
Letters represent statistical difference from personas
Try new places
n=265
51% 71% 47% 53% 37% 46% 34% 20% 18% 18% 2%
To the…
To the water
National park
Family visit
Activity/adve…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
Intenders are more likely to look to water over mountains, but over half still say they routinely go to the mountains. That said, both groups are variety seeking suggesting competition extends beyond just other
mountain resorts.
82
9% 40% 51%
VACATION INTENDERS
Return to the same destination Visit a few familiar places
Try new places
3.8 Vacations per year 2.0 During summer season
n=252
69% 54% 56% 42% 44% 34% 29% 21% 19% 15% 4%
To the…
To the water
National park
Family visit
Activity/adve…
City visit
Theme park
Cultural…
Romantic…
Cruise
Other…
11% 38% 51%
TOTAL VACATIONERS
Return to the same destination Visit a few familiar places
Try new places
4.2 Vacations per year 2.2 During summer season
Q19. How many vacations do you take in a typical year | Q20. How many of those vacations do you take during the summer season? Q22. Do you tend to return to the same summer destination, visit a few familiar places, or try new places? Q21. Where do you usually go on summer vacations? (Select all that apply)
USUAL SUMMER VACATION USUAL SUMMER VACATION
Mirroring the most recent summer activities, Dynamic Families are the most active persona, engaging in more outdoor activities with their family. Boomers prefer a more relaxing pace and vacation. Summer festivals will
be most resonant to local Colorado vacationers.
83 Q23. What types of activities do you participate in on summer vacation? (Select as many as apply.)
Hiking 79% 85% 77% 76%
Just relax 70% 77% 70% 81% B
Shopping 53% 56% 60% C 48%
Summer festivals 38% 50% C 41% 32%
Local tours 36% 34% 37% 36%
Bars and taverns 33% 37% B 26% 37% B
Bicycling 34% 28% 41% AC 29%
Live music 33% 28% 32% 29%
Rides, slides or zip lines 30% 25% 38% AC 16%
Rafting 32% 13% 43% AC 25% A
Live entertainment (plays, dance, etc.) 30% 21% 26% 21%
Spa services 19% 19% 25% C 13%
Casinos or gambling 18% 17% 21% 17%
Playing golf 19% 14% 18% 21%
Nightclubs 11% 7% 10% 6%
Other Activity 5% 6% 2% 10% B DYNAMIC FAMILIES [B] SUPER BOOMERS [C] COLORADO RESIDENTS[A] Types of activities participate in on summer vacation (% Selected By) TOTAL VACATIONERS
Hiking 79% 69%
Just relax 70% 74%
Shopping 53% 49%
Summer festivals 38% 36%
Local tours 36% 46%
Bars and taverns 33% 36%
Bicycling 34% 29%
Live music 33% 34%
Rides, slides or zip lines 30% 35%
Rafting 32% 27%
Live entertainment (plays, dance, etc.) 30% 29%
Spa services 19% 21%
Casinos or gambling 18% 22%
Playing golf 19% 11%
Nightclubs 11% 10%
Other Activity 5% 5%
For the most part vacationers and intenders are interested in the same activities. Intenders are slightly more interested
in local tours, while vacationers are more often hiking.
84 Q23. TOTAL VACATIONERS Types of activities participate in on summer vacation (% Selected By) TOTAL INTENDERS
Kids are more likely to participate in rides, slides and zip lines, while relaxation and shopping are more appealing to
adults and teens. Teens may also look for more adventurous activities like rafting.
Q23. Q24a. Q24b.
Activities participated in by kids and teens (% Selected By)
TOTAL VACATIONERS Activities Participated In
By Vacationer (n=252)
Activities Participated In
By Kids (n=112)
Activities Participated In
By Teens (n=69)
85
Level of input on decision as to where to visit for a summer vacation
They do not weigh in at all 7% 1%
They do not weigh in much 16% 13%
They weigh in somewhat 54% 64%
They weigh in very much 22% 22%
Hiking 79% 67% -12% 70% -9%
Just relax 70% 49% -21% 61% -9%
Shopping 53% 38% -15% 57% 4%
Summer festivals 38% 32% -6% 23% -15%
Local tours 36% 25% -11% 41% 5%
Bars and taverns 33% n/a n/a n/a n/a
Bicycling 34% 43% 9% 35% 1%
Live music 33% 16% -17% 29% -4%
Rides, slides or zip lines 30% 45% 15% 39% 9%
Rafting 32% 27% -5% 41% 9%
Live entertainment (plays, dance, etc.) 30% 24% -6% 22% -8%
Spa services 19% 11% -8% 9% -10%
Casinos or gambling 18% n/a n/a n/a n/a
Playing golf/putt putt 19% 24% 5% 26% 7%
Nightclubs 11% n/a n/a n/a n/a
Other Activity 5% 4% -1% 4% -1%
Likely to return is very strong across all resorts, however, Vail is slightly behind the other resorts in this respect. Lake Tahoe has very strong scores, driven by California residents, but there may also be a link between the
combination of mountains and water, the two most common destinations for summer vacationers.
Q16. Q18.
Likely to Visit Destination Again Among Past 2 Year Visitors Who Visited Each Resort
86
79% 87% 92% 98% 92% 89% 92%
Destination Most Likely To Visit Next Among Past 2 Year Visitors
6% 6% 7% 25% 5% 3% 9%
Access to natural beauty is the core driver for all segments. Dynamic Families look for access to outdoor activities, again highlighting their more adventurous inclinations, while Boomers are more likely to look for a
place to rejuvenate.
87 Q31. Importance of Travel Features
n=252
TOTAL VACATIONERS
n=106
COLORADO RESIDENTS [A]
n=105
DYNAMIC FAMILIES [B]
n=105
SUPER BOOMERS [C]
Importance of Travel Features (Top-2-Box)
86%
74%
68%
64%
58%
57%
56%
54%
28%
26%
Offers incredible…
Is safe
Access to great…
Is the perfect place to…
There are summer…
Village/town provides…
It feels like a genuine…
Is easy to get around
The environment is…
The environment feels…
76%
76%
66%
59%
54%
56%
59%
54%
11%
16%
Offers incredible…
Is safe
Access to great…
Is the perfect place to…
There are summer…
Village/town provides…
It feels like a genuine…
Is easy to get around
The environment is…
The environment feels…
88%
85%
77%
69%
68%
59%
60%
55%
34%
22%
Offers incredible…
Is safe
Access to great…
Is the perfect place to…
There are summer…
Village/town provides…
It feels like a genuine…
Is easy to get around
The environment is…
The environment feels…
80%
77%
64%
70%
52%
50%
50%
54%
10%
12%
Offers incredible…
Is safe
Access to great…
Is the perfect place to…
There are summer…
Village/town provides…
It feels like a genuine…
Is easy to get around
The environment is…
The environment feels…
AC
C
A
AC
AC
Letters represent statistical difference from personas
n=252 n=265
86%
74%
68%
64%
58%
57%
56%
54%
28%
26%
Offers incredible…
Is safe
Access to great…
Is the perfect place to…
There are summer…
Village/town provides…
It feels like a genuine…
Is easy to get around
The environment is…
The environment feels…
75%
82%
66%
66%
63%
55%
54%
55%
21%
23%
Offers incredible…
Is safe
Access to great…
Is the perfect place to…
There are summer…
Village/town provides…
It feels like a genuine…
Is easy to get around
The environment is…
The environment feels…
The importance of travel features for vacationers and intenders parallel each other almost exactly. While
safety and natural views are flipped for the two, both features remain the two most important for both groups.
88 Q31. Importance of Travel Features
TOTAL VACATIONERS TOTAL INTENDERS
Importance of Travel Features (Top-2-Box)
Super Boomers are the least likely to have visited Vail for a winter ski vacation. Not surprisingly given the greater ease of access, Colorado residents are most likely to have ever visited Vail, but Dynamic Families are
very close behind.
89 Q34. When, if ever, did you visit Vail for a winder ski vacation?
n=252
TOTAL VACATIONERS
n=106 n=105
DYNAMIC FAMILIES [B]
n=105
SUPER BOOMERS [C]
Last time visited Vail for winter ski vacation
18
%
20
%
17
%
52
%
Last ski
season
The
season
before
last
Prior ski
seasons
Never
21
%
24
%
33
%
35
%
Last ski
season
The
season
before
last
Prior ski
seasons
Never
25
%
26
% 22
%
43
%
Last ski
season
The
season
before
last
Prior ski
seasons
Never
4%
10
%
28
%
61
%
Last ski
season
The
season
before
last
Prior ski
seasons
Never
C C C
B
C
AB
Letters represent statistical difference from personas
COLORADO RESIDENTS [A]
n=252 n=265
Summer Vacationers are considerably more likely to have visited Vail for a winter ski vacation in the last two seasons
compared to total intenders. That said, over a half of intenders have visited vail in the past.
90 Q34. When, if ever, did you visit Vail for a winder ski vacation?
TOTAL VACATIONERS TOTAL INTENDERS
Last time visited Vail for winter ski vacation
18
%
20
%
17
%
52
%
Last ski
season
The
season
before
last
Prior ski
seasons
Never
7% 8%
26
%
63
%
Last ski
season
The
season
before
last
Prior ski
seasons
Never
MARITAL STATUS
Single 10% 13% 4% 4% 1%
Married 80% 76% 84% 88% 86%
Living with a partner 7% 9% 8% C 4% 3%
Divorced or separated 2% 2% 3% 4% 9% A
Widowed 1% <1% 1% 1% 2%
EMPLOYMENT STATUS
Employed (Net) 90% 90% 78% 90% AC 70%
Employed full time 83% 82% 70% 88% AC 61%
Employed part time 7% 9% 9% B 3% 10% B
Not currently employed 1% 1% 3% 1% 1%
Homemaker 5% 5% 12% C 7% 5%
Retired 5% 5% 7% 4% 24% AB
Student 1% 0% 0% 1% 0%
ETHNICITY
White/Caucasian 81% 78% 88% B 79% 92% B
Black/African American <1% 3% 2% 2% 0%
Hispanic 6% 6% 5% 8% 4%
Asian 12% 11% 6% C 10% C 1%
Other heritage 1% 1% 0% 1% 2%
Prefer not to say 1% <1% 0% 0% 1%
DEMOGRAPHICS
91 DYNAMIC FAMILIES [B] TOTAL VACATIONERS TOTAL INTENDERS SUPER BOOMERS [C] Letters represent statistical difference from personas COLORADO RESIDENTS [A]
GENDER
Male 54% 47% 39% 53% A 60% A
Female 46% 53% 61% BC 47% 40%
AGE
25-34 32% 32% 25% BC 8% C 0%
35-44 36% 36% 25% C 46% AC 0%
45-54 18% 20% 30% C 37% C 0%
55-65 15% 12% 19% B 10% 100% AB
66-75 0% 0% 1% 0% 0%
INCOME
$90,000-$199,999 (Net) 79% 80% 79% 82% 75%
$90,000 to $99,999 (95) 2% 3% 0% 0% 0%
$100,000 to $149,999 (125) 50% 51% 52% 51% 44%
$150,000 to $199,999 (175) 26% 26% 27% 30% 31%
$200,000 or more (Net) 21% 20% 21% 18% 25%
$200,000 to $249,999 (225) 11% 11% 8% 6% 13% B
$250,000 to $299,999 (275) 4% 6% 7% 4% 5%
$300,000 or more (300) 7% 4% 6% 9% 7%
REGION
West 33% 29% 100% BC 26% 34%
South 33% 36% 0% 38% A 33% A
Midwest 21% 18% 0% 24% A 19% A
Northeast 13% 17% 0% 12% A 13% A
DEMOGRAPHICS
92 DYNAMIC FAMILIES [B] TOTAL VACATIONERS TOTAL INTENDERS SUPER BOOMERS [C] Letters represent statistical difference from personas COLORADO RESIDENTS [A]
Burke Research Procedures
•This report was prepared by Burke Inc. in compliance with the ISO 20252 standard for market, opinion, and
social research.
•Burke’s algorithm for identifying and removing fraudulent, cheating, and duplicate respondents was applied
to this online survey.
•Incoming sample was balanced on region, age and gender.
•The participation rate (# of respondents who started survey/# invitations) = 2%.
•Respondents received incentives provided by Burke’s trusted online panel partner. Incentives typically take
the form of points that can be redeemed for credit toward a variety of purchases.
•All consumer survey data collection modes have reach limitations. Online data collection’s limitation is that
most, but not all, US consumers are online.
•Through a combination of redundant on-site and off-site electronic file management systems, Burke retains
project materials for client research projects for at least seven years.
•Specific data collection materials and full methodological details have been provided outside this reporting
document and will be resent upon request.
93