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VLMDAC 2020.MayFINALVLMDAC MEETING MAY 21, 2020 Agenda •Monthly Financial Report, Carlie Smith •Approval of April 16, 2020 Minutes, Board •Public Relations Update, MYPR •Data & Website Update, Cactus •COVID-19 Updates: Budget, Media & Creative, All Partners •Events Update, Mia Vlaar •CSE Meeting Update, Erica Cannava & Skip Thurnauer •Other Business PUBLIC RELATIONS Public Relations FRONT RANGE ZOOM HAPPY HOUR Objectives •Support Denver and Vail businesses •Keep Vail top-of-mind with Front Range media •Support our media partners during the pandemic What We Did •Invited two dozen media to attend •Delivered food/drink boxes after before each happy hour •Two, $50 gift cards to Vail restaurants Public Relations Public Relations FRONT RANGE ZOOM HAPPY HOUR Who Attended •19 of 24 media invited attended •Front Range media representing the following outlets: –Mountain Living –American Way –Hemispheres –KDVR –ColoradoBIZ –Colorado Parent –Westword –Elevation Outdoors –InGoodTasteDenver.com –Denver Post –Colorado Meetings & Events –AAA Encompass –@biteswithbre –Travel & Leisure –CBS Denver Public Relations Public Relations Public Relations FRONT RANGE ZOOM HAPPY HOUR What We Learned •Opportunities for freelancers are limited –they are hustling harder than ever! •Most media outlets handling their own content •Drive market travel •Younger writers –anxious to travel •Older writers/family travel writers –much more cautious, safety a huge concern •Concerned they’ll be inundated by Colorado destinations •Get creative in working with media who have multiple skills e.g. photography, video, etc. Public Relations FRONT RANGE ZOOM HAPPY HOUR Media Feedback •“Thank you so much, what a brilliant idea, it was such a treat and wonderful to see you and your team.” –Darla Worden, Mountain Living •“I LOVE this idea! Was just telling someone else about it. I’m happy to attend!” –Josh Berman, freelance writer Denver Post •“It was a lovely break from all of the strain of the pandemic. I’m so excited to get up to Vail this summer –we’ll be there as soon as it opens!” –Shelly Steig, freelance writer AAA, Colorado Meetings & Events, Colorado Expression, etc. •“I’m so excited for this! Thank you for putting this together and lifting my spirits.” –Bre Patterson @biteswithbre Public Relations Public Relations FRONT RANGE ZOOM HAPPY HOUR Outcomes •Personal follow up –emails/calls -all attendees •Media opportunities –Mountain Living –Colorado Expression –@biteswithbre –Travels with Jules –Colorado Traveler –Elevation Outdoors •Good will with key Front Range media DATA & WEBSITE UPDATES Website + Data Goals / KPIs •Optimize every step of the consumer journey •Increase consumer engagement to help drive loyalty •Improve Word of Mouth and NPS Score •Determine true ROI, or more appropriately ROAS (Return on Ad Spending) Website + Data Goals / KPIs INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING Evaluate: Messages Audiences Tactics Devices Time + day Seasonality Behavior Tracking: Competitive set interest Search (events, weather, dining, etc.) Channel behavior Web behavior (new vs previous visitation, time on site, pages visited, onsite actions, content searched, database sign up, etc.) Understand and optimize: BookDirect (onsite action through booking conversion) Adara (booking timeline and trip details like length of stay, how much $, party size) Other sources (lodging reports, Destimetrics, etc.) Search behavior via Google Owned activity engagement: Website Social In-market businesses In-market data Movement through Vail Points of interest NPS Real-time problem solving Recognition Reward Amplification Social monitoring: Engagement Sentiment Sharing Shareable moments that can inform the journey Encourage re- visitation Website + Data Next Steps •Drive traffic to site and start gathering data –Beginning June 1 with media launch –Weekly reports with directional insights covering media and website optimizations –Beginning 2 weeks after start of significant traffic –Monthly reports with Adara insights incorporated –Adara reports with 90-day attribution results (ex. what media tactics are driving booking, etc.) •Ongoing dev + Site Audits –Ongoing dev –as needed support based on report insights –Content / SEO review –evaluation against benchmark performance –3+ months –UX review –identify structural improvements that drive goals –6+ months COVID-19 UPDATES: BUDGET, MEDIA & CREATIVE Current Situation Due to daily situation shifts, the current situation will be updated and presented just before the meeting. Budget Shift Level 1: 13% Reductions Reductions: •Media by 8% with reductions in digital and traditional media in destination/flight markets •Brand and tactical asset acquisition by 56% by reducing assets acquired and brand shoot •Mexico efforts by 65% by eliminating Sales efforts, shifting Mexico City PR event dollars to media, cutting one press trip, reducing media buy and fees •Social efforts by 57% with Cactus and Town of Vail reductions and eliminating Vail Mountain’s efforts and support •Summer master calendar eliminated •Town of Vail Email Marketing expense eliminated •Town of Vail swag for Mountain Travel Symposium eliminated •Group Sales by 11% by cancelling in market client events, memberships & FAM tour •Cactus media planning by 47% Savings: •Public Relations saving of 21% from New York media mission •Town of Vail website savings of 10% •Vail App Marketing savings of 45% •Intercept Research savings of 33% •Bus to Hike collateral production moved to TOV saving 1% Re-Allocations: •$7,000 for Video/Spot Production of series of new brand spots Budget Shift Level 2: 20% Reduction Additional reductions: •Media an additional 3% with further reductions in digital and traditional media in destination/flight markets and front range •Brand and tactical asset acquisition by an additional 15% by eliminating all asset acquisition and reducing associated fees •Mexico efforts by additional 2% by cutting back on PR fees and media expenses •Social efforts an additional 19% by eliminating new social footage asset capture •Influencer program by 10% by shifting to focus to colorado-based influencers •Group sales by additional 8% by reducing advertising, cutting additional tradeshows and in market client events, and affiliate meetings •Public relations fees by 12% •Cactus travel expenses by 3% •Eliminate the recovery market research project completely •Contingency budget eliminated New re-allocations: •$10,000 for additional website work/user study Paid Media Rollout Approach Due to the quick changes of the current COVID situation, our paid media efforts will be heavily focused on delivering our messages to top markets and tailoring our efforts to those markets that are driving the results. •Launch in Local and Front Range with digital display, television, print, social and PPC tactics on 6/1; other markets will launch pending state and county direction –Drive and Long-haul Markets are Vail RRC and State of Colorado Longwoods top performers •Two weeks after each launch, determine which markets are driving bookings •Launch traditional media, digital video, and paid email in the top-performing markets in July •Focus remainder of digital to support top-performing markets •Continuously adjust media presence to account for fluctuations in COVID situation within each market Local Vail Valley •Audiences: –Vail Valley residents –Second homeowners •Tactics: –Digital display (vaildaily.com) –Email sponsorship (Vail Daily) –Social media (Facebook/Instagram) Front Range Front Range efforts will aim to push weekend and long weekend trips. •Markets: –Denver, Boulder, Ft. Collins, Colorado Springs •Audiences: –Families with teenagers (HHI $100K+) –Active Professionals (HHI $75K+) •Tactics: –Digital display –Digital video –Television –Print (5280 Magazine) –PPC –Paid social –Paid email Drive Markets <500 Miles Drive markets will aim to push long weekend and short-week trips. •Markets: –Santa Fe (~325 miles) –Albuquerque (~380 miles) –Salt Lake City (~425 miles) •Audiences: –Families with teenagers (HHI $100K+) –Active Professionals (HHI $75K+) •Tactics: –Digital display –PPC –Paid social –Television (markets TBD based on digital results) –Paid email (TBD) –Digital video (TBD) Long-Haul Drive Markets >500 Miles Long-haul drive markets will aim to push long-stay week trips. •Markets: –Kansas City (~700 miles) –Phoenix (~725 miles) –Dallas (~885 miles) –Houston (~1,120 miles) –Chicago (~1,100 miles) •Audiences: –Families with teenagers (HHI $100K+) –Active Professionals (HHI $75K+) •Tactics: –Digital display –PPC –Paid social –Paid email (TBD) –Digital video (TBD) –Television (TBD based on digital results/Dallas flight) CREATIVE Creative Creative will be revealed and presented at the meeting. Community Tool Kit Link: https://www.dropbox.com/home/Partner%20Images%202018 Updates Happening: •New creative direction, guidelines and execution examples upon approvals •Summer events will need to be updated on an ongoing basis as needed •Summer flight schedule will need to be updated on an ongoing basis as needed Existing: •Images •B-Roll video •Tip Sheet •Free Things To Do •Personas •Environmental Message •Data/Community Integration/Google DMO program Distribution: •Via VVP and Vail Chamber to Vail businesses, lodges and stake-holders •VLMDAC Partners/Board Members •Town of Vail Departments, boards EVENTS UPDATE CSE MEETING UPDATE OTHER BUSINESS Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, June 18, 2020