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Home My WebLink About02. VLMDAC March Meeting 3.17 FINALVLMDAC BOARD MEETING MARCH 17, 2021 Agenda •Monthly Financial Report -Town of Vail, Carlie Smith •Approval of February 17 and March 1, 2021 Minutes -Board •Summary of VLMDAC-VLMD Joint Meeting and Discussion, Mia Vlaar and Esmarie Faessler •2021 Recommended Goals Discussion -Town of Vail and Vail Valley Partnership •Public Relations Update –Kristin Yantis, MYPR •Creative Updates –Ainslie Fortune, Cactus •Events Update -Town of Vail, Jeremy Gross •Other Business *Requesting specific direction/approval from board MONTHLY FINANCIAL REPORT SUMMARY OF VLMDAC-VLMD JOINT MEETING & DISCUSSION Annual Planning Calendar Winter / Ski Season Begins Not currently part of VLMDs purpose; begin marketing summer during this season for those actively seeking out information. Partner Planning Revisit Town Council approved plans (Sept) in preparation for summer season strategy board presentation in January. Seasonal Strategy Partners share the seasonal strategic approach with the board; PR efforts begin. Creative + Tactical Plans Partners share the specific timing, media and creative executions. 1st Strategic Planning Executive Session. Paid Media Destination digital media begins; Team begins 2022 planning Mountain Closes Destination traditional media begins FR digital media begins 2nd B+B Session Heart of Summer Weekends, holidays and events drive peak summer visitation; Executive Session seasonal planning and next season budget creation. Back to School Family visitation declines while other audiences take advantage or non-peak benefits; Next Season plans are shared with the board. Fall in Vail Proving to be a vary viable timeframe for travel, Fall marketing begins in August. Summer Closes Summer activities close for season. Summer Begins FR Traditional media begins Summer’s official launch on Memorial Day. Events Begin Summer events kick off with GoPro Mountain games in early June Next season partner planning sessions. Annual Planning Calendar Brand Re-Positioning & Campaign Development Timeline •Tues. 3/16 –VLMD Approval of Supplemental Budget •Week of 3/22 –Belief & Behavior Partner Workshop •Wed. 4/14 –April Board Meeting: Consumer & Competitor Insights, Belief & Behavior Map Progress, 2nd Workshop •Week of 4/28 –Share Campaign Brief for Board Approval* •Week of 5/3 –Cactus to Kick-Off Creative Development •Wed. 6/16 –June Board Meeting: Creative Review *Would require 90-minute off-cycle board meeting. 2021 GOALS DISCUSSION VLMDAC 2021 Business Goals (May –October) 2020 Results 2021 Original Δ From 2020 Actuals Sales Tax 4%-11%3%6% Lodging Tax 5%-11%8%12% 50.10%31%21% 3%(down 31%) 4.30%No Group Goal (down 82%) Group Occupancy 5%No Group Goal Overall Summer Occupancy 25% 2020 Goals 2021 With Supplemental Δ From 2020 Actuals May – October (Non Winter Months) *Goals subject to change based upon travel restrictions and public health guidance PUBLIC RELATIONS UPDATE KEY BEHAVIOR / NEED CONNECTIONS MESSAGE •Monthly April to October •Bi-monthly November to March DiscoverVail PR Tipsheet COMMUNITY PARTNERS + PR SYSTEMS/PROCESSES Develop unique, newsworthy content that Discover Vail can leverage for media coverage Support/engage in Discover Vail PR effort through media hosting, responding to media leads/opportunities and trend ideas PR Partners Meeting Trends, Leads, Packages Partner Meetings Other •Hosted virtually in December •Assessing opportunity for second meeting in April •Trend spotting and recommendations for garnering coverage •Ongoing media leads •Develop lodging packages to drive media coverage •Individual meetings •30-minute complimentary assessment •Monthly reporting – database change •Assessing new measurements based on system capabilities DISCOVERY CREATIVE UPDATE •Additional video optimizations will be made to the Fall :15/:30 to ensure the assets reflect COVID safety guidelines in Vail (e.g.removing shot of couple walking through the village un- masked). •Pending the approval of the supplemental budget, Cactus/STEEP will also be updating the Dallas Air Marketing :15 for digital/traditional. •Cactus is also making additional video optimizations to the Find What Moves You vertical :06s for social, as seen in the following section. •Display banners and some additional static social assets are still in progress. Creative Optimizations Early Season Boomer :15 Uses the awakening metaphor to promote early season travel for Boomers across a range of activities and experiences. Note: Revised to replace walking village scene to village time-lapse. Dreaming Boomer OLV OLV: Online Video Active Professional :15 Activity-based spot tailored to Active Professionals. Dreaming Active Pro OLV Note: Revised to replace walking village scene to village time-lapse. OLV: Online Video In-Feed + Stories Dreaming Paid Social These short :06-:08 videos focus on a specific relevant message for families with teens (coming of age approach) and active professionals (biking, rafting, and outdoor dining). Family Village Hike :06 https://vimeo.com/520134559 Rafting :06 https://vimeo.com/520134833 Biking/Nightlife :06 https://vimeo.com/520134859 PW: summer EVENTS UPDATE Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, April 15, 2021; Virtual Via Zoom APPENDIX YOY Budget Comps - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 Original Amended Actual Original Amended Actual Original Amended Proposed Amended 2019 2020 2021201920202021 Original Amended Actual Proposed Amended Fund Balance 2019 2020 2021 Original Amended Actual Original Amended Actual Original Amended Proposed Amended 3,300,000 3,855,000 3,634,714 3,500,000 2,624,000 2,538,005 2,044,024 2,184,024 3,645,024 Fund Balance 864,297 917,453 1,350,108 1,054,453 1,327,713 2,058,081 1,784,689 2,375,057 905,057 Fund Balance %26%26%36%29%36%57%50%66%25% 2021 Lodging Tax Goals 2019 Actual 2020 Actual 2021 Goal % from 2020 % from 2019 2021 Plan B % from 2020 May 57,001$ 89,257$ 80,000$ -10%40%80,000$ -10% Jun 138,364$ 52,861$ 90,000$ 70%-35%90,000$ 70% Jul 266,247$ 180,156$ 200,000$ 11%-25%240,000$ 33% Aug 216,996$ 187,878$ 200,000$ 6%-8%200,000$ 6% Sep 174,190$ 227,397$ 230,000$ 1%32%230,000$ 1% Oct 78,702$ 89,973$ 90,000$ 0%14%90,000$ 0% TOTAL 931,499$ 827,522$ 890,000$ 8%-4%930,000$ 12% *Goals subject to change based upon travel restrictions and public health guidance 2021 Sales Tax Goals 2019 Actual 2020 Actual 2021 Goal % from 2020 % from 2019 2021 Plan B % from 2020 May 763,756$ 502,266$ 600,000$ 19%-21%650,000$ 29% Jun 1,606,748$ 1,032,848$ 1,132,848$ 10%-29%1,132,848$ 10% Jul 2,480,292$ 2,078,303$ 2,100,000$ 1%-15%2,300,000$ 11% Aug 2,237,050$ 2,134,944$ 2,198,000$ 3%-2%2,199,000$ 3% Sep 1,600,100$ 1,757,603$ 1,757,603$ 0%10%1,757,603$ 0% Oct 1,165,176$ 1,273,735$ 1,273,735$ 0%9%1,273,735$ 0% TOTAL 9,853,122$ 8,779,699$ 9,062,186$ 3%-8%9,313,186$ 6% *Goals subject to change based upon travel restrictions and public health guidance 2021 Occupancy Goals 2019 Actual 2020 Actual 2021 Goal % from 2020 % from 2019 2021 Plan B % from 2020 May 20%4%12%200%-40%12%200% June 50%24%38%58%-24%45%88% July 65%46%58%26%-11%58%26% August 56%50%53%6%-5%53%6% September 46%41%44%7%-4%44%7% October 31%30%31%3%0%31%3% 45%33%39%21%-12%41%25% *Goals subject to change based upon travel restrictions and public health guidance 2021 LIBRARY OF VIDEO ASSETS Video –Family Find What Moves You Find What Moves You :60 https://vimeo.com/510457988/c80c67d88a (VLMD1149H) Find What Moves You :30 https://vimeo.com/510458173/0e90783dbd (VLMD1150H) Find What Moves You :15 (https://vimeo.com/510458258/4df0677e05 (VLMD1151H) Family Hiking :06 https://vimeo.com/510459432/f0cabb7b3 b (VLMD1203H) Active Professionals :15 Rafting :06 https://vimeo.com/510459384/0d35b89b4a (VLMD1202H) Biking / Nightlife :06 https://vimeo.com/510459310/a0ee088288 (VLMD1200H) Outdoor Dining:06 https://vimeo.com/510459346/427b5568ab (VLMD1201H) Video Assets –Active Professionals Find What Moves You Early Season Boomer:15 *Updated to remove Village walking shot. Video Assets –Boomer Find What Moves You Family Village Hike :06 Rafting :06 Biking/Nightlife :06 Spark :30 https://vimeo.com/510460050/bf53773b5a (VLMD1197H) Joy :30 https://vimeo.com/510459800/ec3717c2eb (VLMD1195H) Spark :15 https://vimeo.com/510459616/9ee1f774c6 (VLMD1199H) New Dawn :30 https://vimeo.com/510459918/951774ebb9 (VLMD1296H) Find What Moves You Video Assets –All Personas Fall :15 *Requires creative optimizations for COVID Fall :30 *Requires creative optimizations for COVID Find What Moves You Fall / All Audience Families Vert 1 https://vimeo.com/510510386/de5cf5bff5 *Requires Creative Optimizations Families Vert 2 https://vimeo.com/510729600/f10225463b *Requires Creative Optimizations Video Assets –9:16 Social Animations Find What Moves You Return on Digital Ad Spend (RODAS) For every $1 we spent in February for digital paid media, we generating an estimated $84.43 in lodging revenue. = Adara Reported RODAS x 1.72 (weighted for 28% of market) Adara February $84.43 RODAS Unfiltered Web Traffic February 2021 Site Sessions 17,654 Site Visitors 12,665 Mobile | Desk | Tab 54% | 43% | 3% Unfiltered Web Traffic February 2021 Bounce Rate 67% Pages/Session 1.8 Avg. Site Session 1:23 Benchmark Bounce Rate: Excellent: < 25% Good: 26% -49% Average: 50%-65% Benchmark P/S: Excellent: 3+ p/s Good: 2 p/s Average: 1 p/s Benchmark TOS: Excellent: 3+ min Good: 2+ min Average: 1+ minute Website to Book Direct Conversion On-site Newsletter Sign-Ups 117 88 Book Direct Lodging Visits 1,985 Book Direct Lodging Referrals 1,024 Website Engagement KPIs February 2021 User action on DiscoverVail User action on DiscoverVail driving to Book Direct Page Total number of users interacting with Book Direct (through variety of inputs) User action on Book Direct to go to lodging properties