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VLMDACJanuary PresentationVLMDAC BOARD MEETING JANUARY 16, 2020 AGENDA •Monthly Financial Report, Carlie Smith •Approval of December 19, 2019 Minutes, Board •Group Sales Q1 Update, Kim Brussow •Data & Web Update, Cactus •2020 Paid Media Recommendations, Cactus & SITE •CSE Meeting Update, Jana Morgan •Event Activation: Data Acquisition, Jeremey Gross •Other Business A G E N D A GROUP SALES Q1 UPDATE G R O U P S A L E S HIGHLIGHTS FROM 2019 •Colorado Meetings & Events Magazine “Best Of” Readers Choice Award as Best Destination Marketing Organization •Groups On the Books for 2020 –21 Groups Contracted through VVP Group Sales Efforts –7,183 Total Room Nights –$2,151,757 in Guestroom Revenue •Village Wide Groups Booked in 2019 for Future Years –Adaptive Spirit – April 2020 – 750 Room Nights - $226.5K –ADP – July 2020 – 1,442 Room Nights - $371K –MTS – April 2021 – 1,800 Room Nights - $448.2K •Total Group Leads up 4% YOY –2018 – 236 Leads Generated vs. 2019 – 245 Leads Generated –Leads in the Pipeline as of 1/1/20 – 52 Leads - 20,743 Potential Room Nights •Potential Village Wide Groups Currently in the Pipeline –McKinsey Retreat – June 2021 – 1,255 Room Nights - 600 Attendees –RhythmWorld 21 – September 2021 – 1,800 Room Nights – 600 Attendees –Nicoa – August 2022 – 2,474 Room Nights – 1,300 Attendees –Certified Angus Beef – September 2023 – 2,125 Room Nights – 620 Attendees V V P G R O U P S A L E S TRAVEL & TRADESHOWS – 2019 SNAPSHOT V V P G R O U P S A L E S This Photo by Unknown Author is licensed under CC BY-SA Alberta, Canada TRAVEL & TRADESHOWS – 2019 SNAPSHOT V V P G R O U P S A L E S TRAVEL & TRADESHOWS - Q4 2019 RECAP V V P G R O U P S A L E S •VVP Group Sales Lodging Reception at Lodge at Vail – October •Chicago Sales Trip - October - 32 Planners •SITE Chicago Chapter at Hofbrauhaus •Client Event at SPIN •Atlanta Sales Trip – November – 157 Planners •MPI Fall Classic •PCMA SE Chapter •GSAE Tech Forum •VVP Client Event at American Elm in Denver – November – 43 Planners •Received three requests for proposals •MIC Serving Up Hope in Denver – November – 75 planners •Destination CO Tradeshow in Denver – December – 255 Planners 2020 WHAT’S NEW & WHAT’S AHEAD FOR Q1 V V P G R O U P S A L E S What’s new for 2020: •VVP Group Sales hosting Vail FAM in July 2020 - 15 Planners (5 per market) •Conduct quarterly meetings with Vail DOS/GMs to discuss group sales trends, successes, challenges, ways to best work with Vail Resorts •CSAE Annual Convention in June 2020 at Grand Hyatt Vail •SGMP Rocky Mountain Chapter Event in Fall 2020 at Vail Marriott What’s ahead for Q1 2020: •IPEC Tradeshow – St. Pete, FL – January 26-29 •MIC Annual Convention – Denver, CO – March 10-11 •Houston Rodeo Client Event – Houston, TX – March 12 MEETING INDUSTRY TRENDS V V P G R O U P S A L E S •AirBNB’s Continued Growth and Inventory Availability within Vail •Strong Economy Continues to Attribute to More New Hotels in the U.S. •Urban Influx – Back to the City •Environmental, Economic & Social Sustainability – Climate Change •Diversity & Equality - Minorities/More Women Speakers •Rise of the Millennials •Stronger Security & Safety Precautions – Contingency Plans in Place •Rapid Innovation of Technology •52% Increase for “Event Specific” Website Creation •Facial Recognition Software for Registration •360º Degree Virtual Tours •Emerging Markets – India & China Leading the Way CVENT – LEADS SENT TO VVP V V P G R O U P S A L E S CVENT LEADS COMPARISON 2018 VS. 2019 VVP LEADS RFP INFO JAN 18 – DEC 18 JAN 19 – DEC 19 % OF CHANGE YOY TOTAL RFP’S RECEIVED 127 158 24% % COPIED OF RFPS COMING TO VAIL 15% 19% 4% TOTAL ROOM NIGHTS 47,776 50,106 5% TOTAL RFP VALUE $16,440,882 $19,423,425 18% AVERAGE ROOM NIGHTS PER RFP 376 317 -16% AVERAGE VALUE PER RFP 129,456 122,933 -5% CVENT – TOTAL LEADS SENT TO LODGING PARTNERS V V P G R O U P S A L E S CVENT LEADS COMPARISON 2018 VS. 2019 TOTAL LEADS RFP INFO JAN 18 – DEC 18 JAN 19 – DEC 19 % OF CHANGE YOY TOTAL RFP’S RECEIVED 848 818 -4% TOTAL ROOM NIGHTS 223,47 212,533 -5% AWARDED RFP’D 136 153 13% AWARDED ROOM NIGHTS 18,314 25,288 38% AWARDED RFP VALUE $7,228,877 $9,001,809 25% DATA & WEB UPDATE 2020 P L A N N I N G URL SECURED W E B / D A T A P R O J E C T DISCOVERVAIL. COM WEBSITE DESIGN AND DEVELOPMENT •Keyword and Competitive Research •Keyword Matrix and Content Plan •Monthly SEO Strategy •Wireframes •Clickable Prototype •Technical Recommendations •SEO •Wireframes and Prototype PHASE 2 : CONTENT PLANNING & SEO DELIVERABLES: W E B / D A T A P R O J E C T SEO ANALYSIS W E B / D A T A P R O J E C T WIREFRAMES W E B / D A T A P R O J E C T WIREFRAMES W E B / D A T A P R O J E C T HOMEPAGE WIREFRAMES W E B / D A T A P R O J E C T HOMEPAGE WIREFRAMES W E B / D A T A P R O J E C T ACTIVITIES PAGE WHOLE PROJECT TIMELINE / PROGRESS •Phase 2 SEO, Content & Wireframes: •SEO 11/11 – 12/13 – Complete •SEO Research •SEO Keyword Development •SEO Monthly Strategy •Content 12/11 – 1/10 – Complete •Content Matrix •Content Plan •Wireframes 11/18 – 1/10 – Complete •Wireframe Development •Clickable Prototype PROJECT TIMELINE W E B / D A T A P R O J E C T WEBSITE DEVELOPMENT & LAUNCH •Live website •Training document •Web development •Testing •Content management system training •Launch & evaluation PHASE 3 : DEVELOPMENT & LAUNCH DELIVERABLES: W E B / D A T A P R O J E C T WHOLE PROJECT TIMELINE / PROGRESS •Phase 3 Website Development & Launch: •CMS Development – 1/6 – 1/24 – In Progress •QA – 1/27 – 1/31 – Pending •CMS Training – 2/3 – 2/7 – Pending •Content Entry – 2/3 – 2/14 – Pending •V1 Launch – 2/14 – Pending •Salesforce Integration & Testing – 2/17 – 2/28 – Pending •V2 Launch – 2/28 – Pending PROJECT TIMELINE W E B / D A T A P R O J E C T 2020 PAID MEDIA P L A N N I N G SUMMER EVENT SUPPORT 2 0 2 0 P L A N N I N G Event Event Dates Medium(s) Vail-Beaver Creek Restaurant Week May 24- 31 & Oct. 1- 11 TV Digital GoPro Mountain Games June 4 - 7 TV Digital** Vail Craft Beer Classic and Rocky Mountain Burger Battle June 19-21 TV* Digital Bravo! Vail June 25 - Aug. 6 (focus on June 25 - 28 need time) TV Digital** Vail Dance Festival July 31 - Aug 11 TV Digital** Vail Kids Adventure Games August 7-9 Digital Gourmet on Gore Sept. 4- 6 Digital Vail Jazz Party Sept. 3 - 6 Digital Vail Oktoberfest Lionshead/ Vail Oktoberfest Vail Village Sept. 11 - 13/Sept. 18-20 TV* Digital Taste of Vail: Fall Wine & Food Classic Sept. 18-19 Digital Vail Outlier Off-Road Festival September 25 - 27 Digital Bourbon & Bacon Festival October 3- 4 Digital *TV if budget allows **Digital to include Destination markets PAID MEDIA TOTAL BUDGET BREAKDOWN 2 0 2 0 P L A N N I N G 41% 59% Paid Media Budget Traditional Digital PAID MEDIA TOTAL BUDGET BY AUDIENCE *TO BE UPDATED 2 0 2 0 P L A N N I N G 60% 15% 12% 13% Destination Families Super Boomers Front Range National $685K PAID MEDIA ECOSYSTEM 2 0 2 0 P L A N N I N G Media Strategy: Continue to elevate storytelling by delivering multiple, relevant messages to a consistent audience •Utilize tactics that provide data and build out the data stack •Leveraging our data and pixels to be more strategic with our targeting •Retargeting based on website engagement with strategic creative rotation •Maintain control of frequency T R A D I T I O N A L Digital Video TV D I G I T A L Digital Radio Social Media Mobile Artificial Intelligence Display Paid Email Radio OOH MEDIA CADENCE 2 0 2 0 P L A N N I N G FRONT RANGE SUPER BOOMERS DEST. FAMILIES MAR MAY JULY SEP T Nov DIGITAL MEDIA STRATEGY 2 0 2 0 P L A N N I N G Paid media optimizations will focus on tactics and messaging that drive bookings & conversion DIGITAL MEDIA MIX 2 0 2 0 P L A N N I N G Digital Video Mobile AI Social Media Display Paid Email Paid Search DIGITAL VIDEO 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: -Heavy-up on long-form content & live-streaming sports/news to mirror commercial viewing experience -Short-form pre-roll video to drive site traffic and track planning/booking -Leverage site pixel data and DMP to target users across all devices, including large, living room screens MOBILE AI VIDEO 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: -Short-form video placements to spark inspiration and drive site traffic -Target destination families based on social media posts related to weather, travel, outdoor activities, and mountain resort getaways -Target destination users engaging with adventure or travel YouTube videos (such as: best mountain hikes, ziplining adventures) -Shift away from Front Range event targeting to focus entirely on destination families DISPLAY 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: -Focus delivery on content (e.g., OTAs / travel sites) that is driving clicks & bookings -Prospect across devices to drive traffic and retarget site visitors to engages users throughout the planning process -Leverage location data to prospect travel intenders who have previously visited mountain resorts and/or frequent airports -Introduce Search Display Retargeting to connect ads with keywords travelers have previously searched PAID SOCIAL 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: -Target all audiences seamlessly across platforms with a variety of ad formats -Prospect audiences with demo and interest targeting and focusing on video placements to introduce Discover Vail brand to audiences -Leverage site pixel and DMP data to retarget known, engaged users across both social platforms with carousels and short-form Stories PPC 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: -Meet as they are actively searching in Google for Vail information, relevant mountain activities/events, or more broad things to do in Colorado -Granular pixel strategy to understand which search behaviors are driving engagement and bookings to inform future messaging -Work with Vail Resorts to complement their paid search buy and to ensure we are not competing for similar keywords PAID EMAIL 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: -Leverage custom audience segments from last summer to drive qualified site traffic -Aim to increase data capture on the website to enhance new database -6 total target email deployments; dates TBD -4x Destination -2x Front Range DIGITAL MEDIA BUDGET BY TACTIC 2 0 2 0 P L A N N I N G 48% 24% 5% 7% 3% 13% Video Display Mobile AI Social Email PPC $685K DIGITAL MEDIA BUDGET BY AUDIENCE 2 0 2 0 P L A N N I N G 60% 15% 12% 13% Destination Families Super Boomers Front Range National $685K TRADITIONAL MEDIA OVERVIEW 2 0 2 0 P L A N N I N G Radio TV OOH TRADITIONAL MEDIA 2 0 2 0 P L A N N I N G Key Insights Addressed: •Reach consumers when they’re most active in searching for / booking vacations •Continue to target Destination and FR Boomers driving shoulder season visitation. •Continue to target Destination Families with teens audience •Continue to target Front Range by persona with event specific and retail messaging to deliver on “Why Now?” What’s Working? •Elevated storytelling delivering multiple messages to a consistent audience •Use addressable ad copy for cost- efficient delivery of multiple spots •Placements in of Live Events & Sports programming to reach entire household •Place air marketing-specific spots in Destination markets •Event messaging across audiences in Front Range What’s New? •Heavy up on TV (Linear Cable/Broadcast) outside “political windows” •Use Radio in CO during “political windows” with traffic sponsorships promoting events •Use digital OOH in Destination markets to expand messaging 1 1 2 2 5 4 3 3 TV: DESTINATION DALLAS & CHICAGO *TO BE UPDATED 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: OOH: DESTINATION DALLAS & CHICAGO *TO BE UPDATED 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: DESTINATION MEDIA BUDGET BY MARKET *TO BE UPDATED 2 0 2 0 P L A N N I N G 50% 50% Dallas Chicago $279K DESTINATION MEDIA BUDGET BY TACTIC *TO BE UPDATED 2 0 2 0 P L A N N I N G 50% 50% TV OOH $279K TV: FRONT RANGE *TO BE UPDATED 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: RADIO: FRONT RANGE *TO BE UPDATED 2 0 2 0 P L A N N I N G 2020 Plan How we will be using this tactic: FRONT RANGE MEDIA BUDGET BY TACTIC 2 0 2 0 P L A N N I N G 50% 37% 13% TV OOH Radio $200K TIMELINE 2 0 2 0 P L A N N I N G January February March -Present detailed tactics, including traditional and digital media -Develop & update brand creative for 2020 season -Final production on initial executions -Present creative for feedback and approval -Launch initial tactics to impact known booking window -Launch website, data management platform, and CRM platform EVENT ACTIVATION: DATA ACQUISITION E V E N T S / D A T A CSE MEETING UPDATE E V E N T S Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, Thursday, February 20, 2020, Grand View Room APPENDIX DIGITAL MEDIA CONSIDERED, NOT RECOMMENDED 2 0 2 0 P L A N N I N G With the new data model in 2020, the digital media efforts are heavily focused on partners and channels that allow for tracking and usage of our own data. The following partners and tactics that do not seamlessly allow for us to apply data to targeting and delivery are not recommended for the final Summer plan. •Digital Radio / Pandora •TV/Cable digital video retargeting