HomeMy WebLinkAbout03. VLMD minutes Dec 19.2019.docxPublic Notice
Vail Local Marketing District Advisory Council
Thursday, December 19, 2019
8:30am – 10:30 am
Grand View Room
Packet Link:
In attendance:
Beth Slifer (Slifer Designs, VLMD)
Skip Thurnauer (EVMC, VLMD)
Laurie Mullen (West Vail Liquor. VLMD)
Esmarie Faessler (Sonnenalp, VLMD)
Jenn Bruno (Town of Vail, VLMD)
Mia Vlaar (Town of Vail, VLMD)
Amy Moser Harrison (Four Seasons)
Jenn Bruno (Town of Vail, VLMD
Jana Morgan (Sweet Basil, Mountain Standard, VLMD)
Erica Cannava (Manor Vail)
Kristin Yantis (MYPR)
Chris Romer (VVP)
Marrit Zoll (VVP)
Ainslee Fortune (Cactus)
Katie Harker (Cactus)
Meggan Kirkham (SITE)
Sidney Bonser
Corinne Baud (MYPR)
Sandra Perrig (VVP)
Carlie Smith (Town of Vail)
Chris Cares (RRC Associates)
Ashley Ojala (Sleep Motion)
Swearing in of new VLMDAC Members (5 minutes)
Members were sworn in: Laurie Mullen, Amy Moser Harrison, Jana Morgan
Election of Chair, Vice Chair, Treasurer (10 minutes), Board
Motion to nominate Beth Slifer as Chair
Motion: Jen /Second: Skip / Pass: Unanimous
Motion to nominate Laurie Mullen as Vice Chair
Motion: Skip/ Second: Jana/ Pass: Unanimous
Motion to nominate Skip Thurnauer as Treasurer
Motion: Jen/ Second: Esmarie/Pass: Unanimous
Thank you to everyone for continuing to serve on this council, it has been very successful. Thank you to
all of the vendors and partners as well, and for all of the great progress!
Beth introduces new member, Erika Cannava, Revenue and Marketing Director at Manor Vail.
Monthly Financial Report (5 minutes), Carlie Smith
October came in at $78.7 K, which is 30% down from Oct. 2018, and compared to YTD through October
is $2.9 million, which is up 3.7%, or $104 K, compared to the same time last year.
Q - What is the percent of increase?
Ans. - YTD is up 3.7%
This is attributed to winter (Jan - April) 2019.
Summer (May - October) 2019 was down approx $60 K, or 6%.
Expenses total $3.1, at 81% of budget through the year. Still have data center project coming through.
Supplemental: appropriated additional $45 K for new website URL.
Business community has been requesting additional economic impact reporting.
System upgrades went live this month and we will now have this ability.
Mia - Normally a monthly submittal, we now have the capability to separate weeks. Can look at more
specific date ranges around events. The entire week is viewed beginning with Tuesday and ending on
Monday to include weekends with adjacent days.
Discussion re: 6% decrease in summer
Additional discussion re: decimetrics data, establishing good baseline for data, additional discussion of
summer, context and issues. Summer business reporting: busy, but June and October both impacted by
snow, I-70 closures. September = slightly down. July = sales tax up, rates slightly down, occupancy
slightly up.
Approval of both October 17 and November 21, 2019 minutes (5 minutes), Board
Motion to approve Oct. and Nov: Skip /Second: Jen /Pass: Unanimous
RRC Research Follow Ups (15 minutes), Chris Cares
Chris presented research follow up with explanations and details for summer 2019 Intercept & Survey,
including addressing some questions raised from overview previously presented at last month’s
meeting. Please SEE slides.
Will be conducting a winter survey this year, for the first time in several years, and Chris suggests that
they would also like to broaden the way they conduct surveys, such as considering more opportune
times for the guest.
Detailed discussion of research numbers - please see all slides.
NPS stayed strong: 85%, compared to 81% in 2018.
Summer occupancy and decimetrics, 2018 v. 2019, discussion of decline, possible factors. July relatively
flat. August has become increasingly challenging. Vail experiencing sharper decline than other resorts?
Fall also increasingly impacted by the front range and other areas that have more and more going on
each year. These are all periods which warrant further attention.
Question from Nov. meeting: NPS break down, 1st time versus repeat visitors?
Colorado visitors are broken down by county. Suggest better definition of Colorado vs. front range
categories.
Intercept NPS question: have we ever been higher than 85%?
Ans. - don’t think so.
Comments and discussion re: data and comments are interesting -some members expected the front
range replies to be more negative. Perhaps front rangers are more familiar with and more loyalist to Vail
than assumed.
Discussion re: Vail has significant parking issues, more so than other resorts, though this is an issue
experienced everywhere.
NPS broken down into first time versus repeat visitors. Discussion of accomodation slide (please SEE
SLIDE), RBO type is growing overall.
Questions and discussion re: Vail Mountain Epic Discovery awareness. Much higher visitation numbers
to Epic Discovery from destination visitors (out of state and international guests). Additional discussion:
working on conversion, communication to the guests in the village about the accessibility of the
mountain.
Front range guests find Vail a bit less green, though this has improved. This continues to be an area of
importance as well as for additional opportunity.
Post-trip NPS: 2019 = 56%, 2018 = 50%, 2017 = 55%. Vail seems to be locked into mid-fifty percent
range. Discussion of differences between the intercept survey and post-visit survey, and various reasons
for the lower NPS score at post-visit. Ideas for future survey ideas and data collection, more involvement
at visitor centers, etc.
Mia: future opportunity created with new gate on vail wifi and new approach to data collection;
presenting an “opt-in,” and more survey opportunities. Building this database now.
Discussion re: I-70, snow, and access - how much these problems are impacting visitors. Is it a major
deterrent? How much is parking/traffic a deterrent? Many feel that it is definitely a part of the
calculations for our visitors, in choices to drive up, stay Sunday night or not, etc. Many resorts try to
make staying over into Monday more attractive.
Discussion of including additional questions on surveys about these issues (snow, driving, parking), as
well as questions about guests’ future considerations and decision-making in deciding to come to Vail.
Q: are CSE events also being surveyed, and if yes, can both organizations mutually benefit? This is an
opportunity to merge data from both groups and think more holistically. Environment has become more
competitive, suggest capitalizing on this opportunity to consider both groups’ data and information.
Mia: sales tax reporting all set up for 2020, and this adds new ways to evaluate and measure. Previously,
only looked at parking and lodging occupancy, while now the sales tax numbers can be measured more
specifically and effectively.
Influencer Report (10 minutes), Kristin Yantis
Kristin presented influencer report information as requested last meeting. Remarked on their great
partnership with Cactus and the other vendors and partners.
Influencer program was designed to specifically target families with older children and active
professionals.
Team put together results for entire program to present at today’s meeting: YTD results - please SEE
SLIDES.
Kirsten Maxwell had the highest overall engagement rate. She was the influencer who wrote the blog
post story on “traveling with teens to Vail,” which was shared last month.
Kristin recapped engagement statistics, impressions and reach, breakdown of details, examples. Please
SEE SLIDES for details.
Q: re: what are professional points of view of influencers today (some have heard their influence is
declining?)
Ans. - MYPR still finds them to be very valuable in specific instances. However, with tough decisions yo
often be made about how to best spend marketing dollars, influencer campaigns would not be
considered the most important spend. Influencers should be used thoughtfully and carefully. They have
been helpful in creating content, but this may shift as the group increases its owned content being
created for the website. Suggest integrating more tracking efforts in general, and consider tracking
capabilities with respect to influencers as well, and tracking ability for results and for evaluating ROI.
Data/ Website Updates (20 minutes), Cactus
Ainsley presented a detailed web and data project update, including a review of the project timeline and
progress slide. Please SEE SLIDES.
Recap of phase I. Funding has been approved and they have almost secured a URL.
In phase II: working on additional content planning; SEO site map review is coming up.
Q: re: have there been any other unforeseen obstacles other than the URL?
Ans. - everything else moving along as intended; SalesForce and Adara contracts are in place. URL taking
a bit longer did not impact other progress.
2019 Results and 2020 Goals (5 minutes), Cactus, SITE
Results - see slide for results review.
Please SEE SLIDES - please note correction: results slide should say May - October, not August.
Please see SLIDES for growth projection numbers. Seek to make sure growth continues while being
realistic. Previously agreed upon numbers:
Sales tax = +4%
Lodging tax = +5%
Overall summer = +48% occupancy, or 6% increase
Group occupancy = +4-5%
Suggest revisiting this now that all information is in.
Romer: comment re: I have accessible the month by month occupancy and ADR reports from back to
2006; don’t believe Vail has ever had a 6.6% occupancy growth, this is an ambitious jump.
Additional discussion and comments about realistic goals and expectations. 2006 - 2016 reflected
growth, then in 2016, ADR was flat and occupancy was down.
Q and discussion re: What research is being done into these numbers/trends, in order to understand
why? What are the reasons; are there trends to identify; need to plan and act accordingly.
Comments re: competitiveness, bed base. Additional discussion re: how to separate, differentiate Vail.
2020 Tactics (20 minutes), All Partners
Timeline - plan and process slide: December - March.
Today, high level tactical planning. See slide for specifics, goals and timeline for each.
Met as a partner team to identify key insights, actionable insights for 2020 strategy. Please SEE SLIDE.
Data set and management will be key tactic going forward. Town of Vail history, Vail legacy, and this
themed messaging will be a part of the messaging/branding; will be leaning into this even more going
forward.
Paid Media Ecosystem, Media Cadence and timing slide- please see SLIDE for 2020 tactics.
Digital Video, Displays, Mobile AI, Paid Social, PPC, etc. - please see SLIDES for category strategy and
tactics going into 2020. Katie presented detailed recap with review of “what’s working,” and “what is
new” for each category and channel.
All are able to be tracked, and conversion evaluated, at a more granular level for additional insights.
Adara tracks conversion, helps with tracking flights DIA vs. EGE
Q: re: what is the budget for all of these?
Ans. - just over $90 K for 2020.
Q: clarification re: the $45 k supplemental - this is for one URL.
Meggen provided a recap for Traditional Media efforts, what’s working and what is new. Biggest change
is additional radio; there will be new use of radio in Colorado during “political windows.”
Ainsely reviewed Owned Media, provided recap for all channels. Additions: the new website, owned
social, and email efforts (scheduled blasts).
Website - entire website and data collection efforts are all brand new. The partners are in discussion
about the new VLMD website, and how they will be sharing info with and cooperating with Vail
Mountain for the summer web pages. New email collection: the database will be populating on the new
website; there is an “opt in” option for email.
“Summer toolkit:” this program, (the package of information and media distributed to partners and
businesses), began last year, and this will continue. The toolkit is for use by lodging partners, event
producers, community members, businesses, etc. The information will be refreshed and they will add in
“what’s new,” and “what’s free in Vail.” Also included will be Google DMO info, new website, and
sustainability information, as well as inspirational starters, ideas for teens, and ideas for the Bavarian
and unplugged themes.
Suggestion to investigate potential distribution channels for this toolkit, such as via the new website,
primaVail, etc. (Currently stored in and distributed with dropbox folder.)
Kristin then provided additional insights - Earned Media. Discussion of leaning into Vail’s Bavarian
theme, elevating this messaging to differentiate Vail. Once media are here, they are very interested in
this messaging, though it does not seem to be a draw to come in the first place.
New projects include integration of new website with all content, new media center. Discussion of shift
of some travel plans, in market media visits, based on ROI and priorities. Changing recommendations for
this year to include participating in the international Media Marketplace. Have not done this before.
More reasonable cost vs. New York, that has become quite expensive. The International Marketplace
will not just be New York, there will be people from all over.
Also, would like to shift timing of visiting journalists program. Visits in June this past year just did not
showcase Vail in its prime. Would like to shift one of the domestic June trips to July. Also have identified
doing something in the fall around the Bavarian theme with Oktoberfest.
Mexico PR recap also provided, what is working, what is new, and comments re; influencer program,
suggestions to move forward. Guests are staying longer in the fall. Influencer and media trips have been
successful, great partnership with Sylvia. Based on feedback, making changes for 2020: suggest hosting
one smaller, targeted media event, i.e., a brunch, or similar event, instead of the larger Mexico City
event. Moving some of those dollars into two media FAM trips instead of one.
Influencers: small shifts in this program as well; money moved to new website media projects, and
recommending using one key, targeted influencer for next year who speaks to the teen market, as
opposed to multiple influencers. Will return to group with specifics and recommendations in March for
board to decide on.
Chris Romer provided VVP group updates. Group sales efforts are ongoing with lodging partners,
including soliciting their feedback, with the continued goal of driving occupancy - especially pushing
room nights during mid-week and off-peak periods. Groups are interested in all times of the year, but
with majority of groups falling into summer because of messaging focus.
Chris reported on group sales efforts results, and success they have had with hosting some in-market
events, their sales team presence, and some corporate incentive programs.
Kudos to Sandra, who just booked a group with 585 nights in September.
After 10 years of growth, we should beware of talking ourselves into a reverse trend!
Group sales team also continues to perform as a “destination manager” for lodging partners, offering
support and custom site visits, particularly for lodging partners who cannot provide this individualized
service and attention.
Would like to re-start a quarterly Director of Sales meeting. Have tried to do this in the past, it fizzled
and re-started; this time working closely with Amy and others to develop relationships and consistency
with DOS’s and GM’s in order to establish some quarterly outreach.
Also next year: implementing a FAM tour, with 25 people, 5 people/ 5 markets. Returning to the more
traditional FAM tour, as these have not been done in a while.
Attempted a front range trade show this past year, not continuing this next year.
Good momentum on group business for the next year; leads up about 26% over last year. Continuing to
fine tune in cooperation with lodges and push group messaging.
Overall, group occupancy is increasing, while FIT (leisure travel) is dropping; so group business is also
increasing overall as a larger portion of overall travel.
May - Oct: there were almost as many group visits as FIT visitors.
Skip Q: what opportunity is there to leverage the new website?
Ans. - huge opportunity right now for this, and working collaboratively with Mia, Ainsley, etc. to discuss
this. In the past 14 years with the switch to the Vail.com platform, there was no group call to action for
quite a while. Will be exploring this huge current opportunity to incorporate group information and
messaging.
Jana Q: Is there insight available on the new Chicago flight impacting groups?
Ans. Out of state groups typically need a longer lead time, and have booked further in advance. We may
see more positive impact for groups from the flight in the coming years - allowing for awareness and
planning time after the 1st year of messaging. An uptick would be expected in the first year, and then
increasing in following years.
Beth Q: with Vail mountain slipping in the “winter rankings,” what is the effect of this slippage? Is
research being done to discover why this slip has occurred? What are the reasons for this - other than
the influence of advertising purchases? And, especially assuming the general public does not understand
the advertising influence on the rankings, research to understand this perception and expectations
needs to be done. Also, with the planning for the civic center.
General public does not know that rankings can be mainly based on advertising purchases; that
perception is important. Other issues, such as lack of nightlife opportunities, (which is a big missing
aspect) could be contributing to slipping in ranking. How are we defining what makes Vail special in the
summer? More research is needed; finding “one thing about Vail that sticks in people’s minds.”
CSE Meeting Update (5 minutes), Jeremy
CSE meeting recap provided; this meeting was mainly highlights from event producers, discussion of
goals, and new plans/ideas for the upcoming year, and finishing up the past year. Groups such as Bravo,
Starting Hearts, Mountain Youth, Global Solutions Forum, Restaurant week, took up most of the
meeting.
All looking to grow next year.
CSE appointments also just happened last week: 2 reappointments and 1 new appointment.
Reminder to please sign up for meetings. Meeting is normally the first Wednesday of the month.
January CSE: Jana
Q re: accountability of event planners after events? How can we work with them to get better data,
review any needed improvements, and monitor follow through? Additional discussion about how to
solicit the right events at the right time, etc.
Other Business, All Partners
Adjournment -
Motion to adjourn: Esmarie/ Second:Jana /Unanimous
VLMDAC Executive Session, pursuant to: 1) C.R.S. §24-6-402(4) (e) - to determine positions,
develop a strategy and instruct negotiators. Re: Develop Updated Five Year Strategic Goals (90
minutes), All Partners.
Upcoming Meetings:VLMDAC Monthly Meeting
January 16, 2020, 8:30 am
Grand View Room