HomeMy WebLinkAbout01. VLMDAC MAY Meeting_Final-5.19.2021VLMDAC BOARD MEETING
MAY 19, 2021
Agenda
•Monthly Financial Report, Carlie Smith, Town of Vail
•Approval of March 14 and May 3, 2021 Minutes, Board
•Vail Mountain Marketing, Jeff Werkheiser, Vail Resorts
•Media Survey Report & What Makes a Story Newsworthy, Kristin Yantis,
MYPR
•Data Driven Marketing Update, Bob Brown, Brown Analytics
•DiscoverVail.com Updates, Cactus
•Creative Updates, Cactus
•2021 Digital Media, Cactus
•Community Outreach Program, Mia Vlaar, Town of Vail
•Summer Marketing Toolkit,Liz Gladitsch, Town of Vail
•Events Update -Jeremy Gross, Town of Vail
•Other Business
*Requesting
specific
direction/zapprov
al from board
MONTHLY FINANCIAL REPORT
VAIL MOUNTAIN MARKETING
MEDIA SURVEY REPORT & WHAT MAKES A STORY NEWSWORTHY
•Objective
–Gauge media knowledge and interest in Vail as a Destination.
•Respondents
–33 responses –75 media received the survey
–Journalists who MYPR regularly speaks to/pitches
–In-house editors, freelance writers
–In-state and out-of-state media
–Representing outlets such as Travel + Leisure, Conde Nast
Traveler, New York Times, Houston Chronicle, Denver Post,
American Way, Hemispheres, TripSavvy, Dallas Morning News
and more.
Vail Media Survey
Results
Results
Results
Results
“Seems like yet another
mountain town”
“Other towns seem to have
more festivals and more of a
community and town vibe”
“I think most towns in Colorado
offer pretty much the same
experience”
Results
Overall theme of
“corporate” feel
“The corporate nature of Vail Resorts and the fact that they have used
Vail specifically in their name to represent all their destinations; hard to
separate the two and I think it leads to a lot of confusion to those note
familiar with the destination and the company.”
“I would like to see more locally owned businesses thrive in Vail Village,
rather than mostly VR operated. I would also like to see the Town of
Vail take more initiative to define itself rather than being defined by VR.
I love the mountain and everything VR provides, but I want more
identity to be Vail’s, not corporate or stock-holder driven.”
“If I were putting together a listicle or package story, I might be less
inclined to include Vail if I’m including multiple other Vail Resorts
mountain; I tend to think of them as a unit.”
Additional Comments
Results
Other Mountain Resorts
“Aspen has an incredible art scene with Anderson Ranch and its Bauhaus history. Also with
Aspen Food + Wine and all the speakers and guest artists they bring in. Telluride does a
better job than anyone with creating an amazing on-mountain dining experience like skiing
has in Europe (with Alpino Vino and the new Bon Vivant, which is like a giant umbrella on a
desk but is a fine dining with French wine experience with incredible views). These on
mountain restaurants are for anyone ad not super exclusive like Game Creek.”
“While Vail has ample summer culture, with ballet and concerts at the Ford Amphitheater, for
example and other events around town, it’s hard to beat Aspen, with its summer-long music
festival and school, musicals and plays from Theatre Aspen, numerous lectures and other
thought-providing events at the Aspen Institute, exhibits at the Aspen Art Museum and
Anderson Ranch Arts Center and concerts from Jazz Aspen Snowmass. And though Vail
does have a strong public art program, Breckenridge has really upped the game with its
creative district and ongoing art displays and festivals.”
“Park City –inclusivity. Vail can seem intimidating and not open to all types of travelers.”
Results
“Play up outdoor
dining…”
“Offer more funky
things like goat
yoga.”
Results
“Vail has been
singing the same
song for a while
now…”
Results
“Innovative amenities
or adventures,
excursions are great…”
What Can We Do Better?
“Continue to connect journalists to the heart of Vail –the history, the locals and
the wonderful offerings of nature. Promote sustainability even while promoting
tourism and how visitors can ss and contribute to making Vail thrive as a true
mountain community.”
“Keep communication open with journalists and host them whenever possible. It’s
easy as a journalist to have a destination fall off your radar when you haven’t
been in a while.”
“I think my main advice would be to place a stronger focus and more marketing
on things you can only find in Vail and not in Aspen, Tahoe, etc. (this would be
true for both summer and winter). Readers always want to know what sets one
place apart from another and why they should choose one ski town over another,
so saying “here are the things that you can only do in Vail” would be really helpful
when I’m pitching coverage.”
1.Impact
2.Timeliness
3.Proximity
4.Human Interest
5.Conflict
6.The Unusual, One-of-a-Kind
7.Celebrity
What’s Newsworthy?
•Bands at hike-to locations
•Art exhibits on busses
•National Picnic Month in July
•Family friendly farm-to-table lunches/brunches
•Support plans to bring only lower CO2 flights into EGE.
•Eliminate single-use plastic in town.
•Announce plans to only allow events that do not utilize single use
plastic.
Make News vs. Reporting the News
•Short Term
–Share with community partners –meeting in June
–Assess the idea of a Partner PR Workshop(s) –how to create
news
–Dig deeper for newsworthy angles
–Start more proactive conversations with the Town and VLMD
about what needs to be done to create the news
–Continue robust, relationship-based media hosting program
•Long Term
–Assess opportunities as part of branding process
–How do we get more community partners to engage and
innovate?
Next Steps
DATA DRIVEN MARKETING UPDATE
Data RFP
Board to vote on approval of Brown Analytics Advisory Group as
Data partner for 2021 and Q3 / Q4 budget of $136,400.
Budget detail for reference:
•Gap analysis and prioritization of data capture and
accessibility needs
•Develop 2nd party data connections and partnerships
–phase 1 (include Destimetrics, airDNa and more)
•Execute initial customer data integration(s)
•Identify key VLMD and partner role gaps
•Begin filling key VLMD and partner role gaps
•Identify processes in need of responsibility clarification
–rethink approach as needed
•Assess and evolve current digital/email analytics
capabilities (web, email, etc.)
•Define guest journey steps for key segments
•Implement one manual data-driven journey as input
into ROI models for future investment
•Refine ideal guest journey to inform future
development priorities (develop use cases)
•Phase 1 Marketing Automation development –email
and digital advertising channels
•Gap assessment for campaign management
capabilities
•Identify test strategy owner
•Require formal hypothesis and success criteria for
campaigns
•Develop draft guest behavior executive dashboard
•Create initial lifecycle segmentation based on guest
behaviors/engagement
•Create initial CLV model
•Standardize evaluation of campaigns against success
criteria and hypothesis
•Meeting Fees
Agenda
Key Findings and Accomplishments
Status Update
Current State of Data
Key Sources
Key Findings
Data Capture and Quality by Touch Point
Key Findings and Accomplishments
Good News
Steering team in place, driving roadmap forward
Shifting data-driven culture throughout VLMD and
Partner team
IT leadership engaged for long-term viability
Quick wins identified and completed or in progress:
•Data analysis and clean-up effort completed
•Data from newsletter sign-up migrated and
combined into CRM
•Baseline of capture rate determined (visitors
through the village who sign into WiFi)
•Working with Town of Vail IT to import another
existing email list which will almost double our
database size
•Data landscape current state documented
Challenges
•Sporadic quality of WiFi signup data –
difference between total count and
emailable individuals
•2nd Party data-sharing will be critical to
data capture growth
•No “internal” owner with capacity to
drive data capture progress
•No forward movement on parking
opportunity to capture transactional
data at our source
Draft complete, awaiting final
feedback (Cactus)
Pushing back ~3 weeks
Draft complete, awaiting final feedback (Liz)
Data Sources and Categorization
Each relevant data source was described in more detail and most were assessed:
•Used For: what is the primary business use of the data source?
•Contains: what data is contained in the data source?
•Data Capture: how comprehensive is the data source in capturing the desired
data?
Key Data Landscape Findings
Current Data Capture & Quality by Touch Point
•The diagram depicts an
assessment of the current
state of TOV’s data capture
and data quality across
various guest touch points
•The perspective taken is to
view the Guest at the center
as any visitor to the town of
Vail and then assessing how
effective we are at
understanding that visitor
across touch points
Data Capture:
Data Quality: A, B, C, D, E
Guest
Current Data Capture & Quality by Touch Point
•The diagram depicts an
assessment of the current
state of TOV’s data capture
and data quality across
various guest touch points
•The perspective taken is to
view the Guest at the center
as any visitor to the town of
Vail and then assessing how
effective we are at
understanding that visitor
across touch points
Data Capture:
Data Quality: A, B, C, D, E
Guest
Email Engagement
Programmatic
Web Site
TV/MediaSocial
Marketing
C E
C
B
B
Key Opportunities:
•Identity stitching across devices
and channels
•Tagging improvements on web
site
Current Data Capture & Quality by Touch Point
•The diagram depicts an
assessment of the current
state of TOV’s data capture
and data quality across
various guest touch points
•The perspective taken is to
view the Guest at the center
as any visitor to the town of
Vail and then assessing how
effective we are at
understanding that visitor
across touch points
Data Capture:
Data Quality: A, B, C, D, E
Guest
Retail
Purchase
F&B Purchase
Other In-
Person Visit
Email Engagement
Programmatic
Web Site
TV/MediaSocial
Marketing
In-Person
E
D
E
Key Opportunities:
•Drive customers into welcome
center (i.e.parking validation)
•WiFi signup data cleanup and
capture improvements
•2nd party data sharing (i.e.
gallery purchases shipped to
home addresses)
•Town of Vail loyalty program
Current Data Capture & Quality by Touch Point
•The diagram depicts an
assessment of the current
state of TOV’s data capture
and data quality across
various guest touch points
•The perspective taken is to
view the Guest at the center
as any visitor to the town of
Vail and then assessing how
effective we are at
understanding that visitor
across touch points
Data Capture:
Data Quality: A, B, C, D, E
Guest
Retail
Purchase
F&B Purchase
Other In-
Person Visit
Email
Engagement
Programmatic
Web Site
TV/MediaSocial
Online Hotel
Booking
Other Online Booking
Marketing
In-PersonOnline
Purchase
C
C
Key Opportunities:
•2nd party data sharing (i.e.
lodging community)
•Drive click-through purchase
discovervail.com and improve
referral tracking)
•Town of Vail loyalty program
Current Data Capture & Quality by Touch Point
•The diagram depicts an
assessment of the current state
of TOV’s data capture and data
quality across various guest touch
points
•The perspective taken is to view
the Guest at the center as any
visitor to the town of Vail and
then assessing how effective we
are at understanding that visitor
across touch points
Data Capture:
Data Quality: A, B, C, D, E
Guest
Retail
Purchase
F&B Purchase
Other In-
Person Visit
Email Engagement
Programmatic
Web Site
TV/MediaSocial
Customer
Satisfaction
Offline Direct
Hotel
Purchase
Offline Direct
Other
Purchase
Online Hotel
Booking
Other Online
Booking
Marketing
In-PersonOnline
Purchase
Offline
Direct
Purchase
Other
D
E
E
Key Opportunities:
•2nd party data sharing (i.e.lodging
community)
•Town of Vail loyalty program
•Increase online satisfaction survey
response
Current Data Capture & Quality by Touch Point
•The diagram depicts an
assessment of the current state
of TOV’s data capture and data
quality across various guest touch
points
•The perspective taken is to view
the Guest at the center as any
visitor to the town of Vail and
then assessing how effective we
are at understanding that visitor
across touch points
•The strongest areas of guest data
are through media and website
engagement
•The only in-person data captured
is via WiFi signup in the village
Data Capture:
Data Quality: A, B, C, D, E
Guest
Retail
Purchase
F&B Purchase
Other In-
Person Visit
Email Engagement
Programmatic
Web Site
TV/MediaSocial
Customer
Satisfaction
Offline Direct
Hotel
Purchase
Offline Direct
Other
Purchase
Online Hotel
Booking
Other Online
Booking
Marketing
In-PersonOnline
Purchase
Offline
Direct
Purchase
Other
C E
C
E
D
B
E
B
D
C
C
E
E
DISCOVERVAIL.COM UPDATES
DiscoverVail.com Refreshed Goals
STRATEGIES
•Lean into the discovery aspect of the brand
•Create compelling, sticky content with exclusive insider recommendations
•Match visitors’ interests and educate them about Vail
TACTICS
IN-PROGRESS
•Create curated landing pages for 3 target audiences: Families, Boomers, Active Professionals
•Create activity-based itineraries with links to retailers, restaurants and shops
•Create a content calendar to ensure content is relevant/up-to-date, and guides scheduling/planning
of new content
•Define and document brand voice & tone guidelines for consistency in content creation
MEASURES
•Page views (landing, businesses, overall)
•Time on site
•Site sessions
•New visits
•Repeat visits
•Event RFP submissions
•SEO Metrics
Content
Be the Go-To Source for Visitors Coming to Vail.
Itinerary Landing Pages
●Create curated landing pages
for 3 target audiences with
activity-based itineraries with
links to retailers, restaurants
and shops
○The Active Professionals
landing page is complete and
ready to go live
(discovervail.com/active-professionals)
○Family and Boomers pages to
be updated into new construct
by 6/17 (Cactus team will work with
partners to gain alignment on content
creation and execution schedule)
Analytics & SEO Dashboard
Automated
analytics and
SEO reporting
dashboard in
progress and
gathering
data
SEO Baseline
February 2021
Domain Authority
Score
26/100
Ranking
Keywords
Unknown
New Users from
Organic
522
Predicts a domain's
ranking potential
relative to competitors.
We use this score to
compare your
likelihood to rank
above that of your
competitors.
Number of keywords
for which this site
ranks within the top 50
positions on Google
Organic search in Feb
2021 contributed to 4%
of the overall traffic to
discovervail.com
SEO Metrics
April 2021
Domain Authority
Ranking
34/100
Ranking
Keywords
106
New Users from
Organic
454
Increased ranking by 2
points, and we
anticipate this
continuing to increase
as we continue to
make improvements
Number of keywords
for which this site
ranks within the top 50
positions on Google
Organic search in April
2021 contributed to 2%
of the overall traffic to
discovervail.com.
Declined most likely
due to seasonality and
lower of visitation
STRATEGIES
•Improve Calls to Action (CTAs)
•Enhance readability
•Make the site easy to navigate
TACTICS
IN-PROGRESS
•Ensure ADA compliance with ongoing checks
•Author clear CTAs and place them more prominently throughout the site
•Apply consistent typography and content hierarchy
•Eliminate duplicate content and copy
•Create fewer pages with higher value content
•Eliminate thin content and 2nd-layer pages
MEASURES •Behavior flow (path through the site)
•CTA-specific tracking at each phase of the customer journey
UX
Provide an Engaging & Elegant User Experience.
ADA Compliance
ADA
Compliance
tool UserWay
added to the
site
Other UX Optimizations
Opportunities to
Improve User
Engagement
45
Pages with
Duplicate Content
3
Page Types Identified
for Map Integration
8
Cactus created
collaborative
document for the
partner team to
reference in order
to add and update
CTAs.
Provided
documentation to
team on where to
consolidate and
remove duplicate
content.
Cactus delivered
recommendation for
alignment on map
integration. Cactus team
is in progress on
wireframes for
development.
STRATEGIES
•Create new ways for visitors to opt-in to additional content
•Gather profile information for visitors
•Collect location-specific data
TACTICS
IN-PROGRESS
•Updated newsletter modal pop-up on homepage
•Local WiFi redirects via Aislelabs
•User tracking data via media and data partner pixels
MEASURES
•Newsletter sign-ups
•WiFi redirect reports
•Tracking pixels and events
•UTMs (track traffic & goals)
Data
Collect Visitor Information for Subsequent Marketing.
Unfiltered Web Traffic
April 2021
Overall site visits and sessions are up compared to the previous
month. We attribute this increase of users to the site coming from
an increase in paid media driving traffic to DiscoverVail.com that
started in the beginning of April.
Site Sessions
39,023
+36% MOM
Site Visitors
30,568
+36% MOM
62% | 33% | 4%
z +43% | +35% | +116%
MOM
Mobile | Desk | Tab
Unfiltered Web Traffic
April 2021
Bounce Rate
67%*
Pages/Session
1.96
Avg. Time on Site
1:28
Benchmark BR:
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
*Note: Cactus anticipates bounce rate to improve as media ramps up in
parallel with content optimizations.
Website Booking
Conversions
On-site Newsletter
Sign-Ups
261 123
Book Direct
Lodging Searches
1,445
Book Direct
Lodging Referrals
93
Website Engagement YTD
April 2021
User action on
DiscoverVail.com
User action on
DiscoverVail.com
driving to Book
Direct Page
Users Searching
for Lodging on
Book Direct Page
User action from
Book Direct to
lodging properties
STRATEGIES •Share curated lodging options to specific audiences
•Create content to showcase different lodging options
MEASURES
•Clicks to Book Direct
•Searches on Book Direct
•Conversions/Reservations via Book Direct
Revenue
Drive Revenue Through Lodging Bookings.
Book Direct Report
April 2021
●1,981 searches in April, 58 properties viewed
UX & SEO Action Plan
What’s Next / Timing
improvements
CREATIVE UPDATES
Active Professionals -Social & Display
Social Key Focus: Learn on the AP’s preference between daytime vs. night
activities via a A/B tests of a variety of ad placements
(sample below).
Carousel & Story Ads Interactive Quiz
Active Professionals -Social & Display
Display Key Focus: Create compelling content highlighting AP’s favorite
activities for both prospecting & retargeting efforts. (Note: All sizes featured in
the appendix).
Air Marketing
Key Objective: We optimized our air marketing spot to advertise our twice daily non-
stop flights from Dallas to Vail. Currently, STEEP is working on optimizing our
Chicago air marketing spot as well.
Link: https://drive.google.com/file/d/1eGDxO_KnumSpZT7eOXYljFPJ-oDHHpbj/view
Event Marketing -In Progress
Key Objective: Create an event-agnostic event marketing spot to work as a blanket
message to promote Vail’s summer events/give consumers a sense of the
energy/what’s happening in Vail from previous year’s event spots. Video will drive to
event calendar.
FY22 Campaign Development
June Board Meeting Agenda
Cactus will share multiple campaign platforms (falling out of the three ways-
in), with some or all of the below as proof of concept:
○1x Campaign Line & Campaign Statement
○1x Brand Action
○1x Activation (Event Marketing or Stunt)
○1x :30 Video Script
○1x Social Post, OOH or Print Ad
FY22 Campaign Development
Overall Timeline
●Approval of Creative Brief -Mon. 5/3
●Creative Development -Week of 5/3 -Week of 6/14
●Cactus + Partner Group Review -Week of 5/31
●Creative Review (June Board Meeting) -Wed. 6/16
2021 DIGITAL MEDIA
Return on Digital Ad Spend (RODAS)
For every $1 we spend in digital paid media, we generate an estimated
$36.81 in lodging revenue (including Short Term Rental -STR).
Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in
addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was estimated
using only ADARA Co-op data.
Adara
Enhanced
$36.81
RODAS
Paid Media
% of Spend
in April
9%
April
Impressions
4.8M
April Clicks
28.2K
Total spend to
date for 2021 is
$145.2K (12%)
5.5M total
impressions
delivered to date
for 2021
Pre-roll video is
driving strong
interest as it
accounted for 47%
of all April paid
media cicks
Adara Results
April Hotel
Searches
29.4K
April Hotel
Bookings
589
Avg. Length
of Stay
3 Days
Pre-roll video is
driving strong
interest as it
accounted for 47%
of all April paid
media cicks
4.6K total hotel
bookings to date
for 2021 from paid
media
Boomers in the
Front Range are
averaging the
highest length of
stay at 4 days
Off Season PPC Report
Key Objective: Understand high-funnel interest and performance for
non-ski season travel to Vail during the winter months (February -
March), including:
•Consumer demand for summer travel during the winter season (i.e., search
volume, etc.)
•Summer versus winter key metric performance (i.e.click-thru rate and cost per
click, etc.)
•Understand high-performing and click driving, non-branded summer terms
Off Season PPC Results
Spend
$36K
Impressions
98.5K
Clicks
6.9K
Spent 26% of
approved off
season PPC
budget between
late February and
end of March
Impressions/searches
spiked in mid-March -
-specifically
searches around
hiking and dining
from Destination and
Front Range markets
Majority of clicks
came from hiking
terms but large
spike in mid-March
came from broader
things to do
searches
Off Season PPC Results
Click Thru
Rate
7.04%
Cost Per
Click
$4.45
3.5X higher than
final 2020 Summer
CTR performance;
slightly below
7.25% CTR for
final non-brand
performance in
2020
3x more expensive
than final 2020
Summer CPC
performance and
3x higher than final
non-brand
performance
Off Season PPC Recommendations
ADD IN NEW MARKETS FOR OCT-DEC REMAINING SPEND
•Spent 26% of the budget and recommend adding 2-3 additional markets to increase
spend and understand market demand.
•Additional markets to include will be determined based on 2021 Adara booking
data.
TEST CREATIVE THAT ALIGNS WITH MARKET SEARCH BEHAVIOR
•Recommend testing “hiking”, “things to do” and “dining” versions of visual
messaging across channels in the early off-season months of 2022.
•Goal is to understand if search volume for these terms increases once visual cues
are live in off-season months.
LAUNCH 2022 OFF-SEASON PPC IN MID-MARCH
•Low demand and engagement demonstrates February is too early to be in-market
with search when larger awareness strategies are not in-market.
•Recommend starting PPC in mid-March, as per the 50-day window trend observed
via Adara.
Customer Experience Pathway
The marketing plan is designed to drive consumers to Vail with distinct strategies for each stage.
Each strategy is essential to ensure there are multiple touchpoints in the journey from dreaming
to booking.
•8% of total digital media budget to promote air marketing videos in
our three core destination markets
•Partnership with two travel-endemic publishers: Sojern and
TripAdvisor
■Sojern -Reach users based on real-time intent signals and
traveler profiles
■TripAdvisor -Reach users who are actively looking for
airline/lodging information in Colorado and other mountain
destinations
•Focus will be on reaching a broad audience of travel intenders
•As opposed focused messaging and targeting to connect with our
three personas
•Working with EGE/Air Alliance for co-op marketing for new flights
(Chicago and Atlanta)
Air Marketing
Destination: Branded Content
Lonely Planet
Lonely Planet is a cross-channel digital publishing
platform that reaches travel enthusiasts across the
globe
■42% of their audience makes purchases for
outdoor-related travel
■41% of their audience makes purchases for
luxury travel
■11x more likely to visit websites related to
hotels & accommodations
■12x more likely to visit websites related to
adventure & adventure travel
■4x more likely to visit websites related to
family vacation planning
●2x DMO Editorial packages to spark travel inspiration & trip planning
■9% of total 2021 digital media investment
●Each program includes:
■3x custom articles (6 total across the 2 programs)
■3 years content licensing
■Paid social and digital support to drive traffic to each article
●Custom articles and content can focus on an itinerary of experiences,
such as: family travel and teen activities, outdoor adventure, food/wine
and food-related experiences
Destination: Branded Content
Lonely Planet
●70% of digital media budget to support heightened presence of digital
media in Dallas, Houston and Chicago
•Prior to supplemental, 30% of total budget was allocation to destination
marketing
●Budget increase of 165% has allowed for budget heavy-ups across all
digital tactics to reach our core personas in destination markets
•3-week extension of all digital media for Families
•7-week extension of all digital media for Boomers
•8-week extension of all digital media for Active Professionals
Destination: Extended Flighting
●1% of total digital media budget to reach Front Range travelers
•Partnership with 5280 to run 10x in travel-specific e-Newsletters with
100% SOV, June-September
■Travel Selects (5x) -reaching 12k subscribers; skews A45+
■Getaways (5x) -reaching 15k subscribers, skews A35-54
●Tested both e-Newsletters with 5280 for the Winter Workcation
campaign and it was a top-performer
•Generated above-average media performance and drove users to
the website who were most likely to take action with BookDirect
Front Range: 5280 e-Newsletters
Front Range vs. Destination Budget Breakdown
*Market breakdowns currently reflect COVID; allocations may adjust throughout the season.
Audience Budget Breakdown
25%
15%
22%
38%
Tactics Budget Breakdown
*PPC reflects full year coverage.
38%
23%
9%
3%
14%
12%
1%
Paid Media Timing
COMMUNITY OUTREACH PROGRAM
SUMMER MARKETING TOOLKIT
VAIL LOCAL MARKETING DISTRICT
2016
BRAND GUIDELINES
VLMD SUMMER 2021MARKETING TOOLKIT
PAGE 2VLMD
TABLE OF
CONTENTS
Community Integration Page 3
DiscoverVail.com / Lodging Page 4
Data Enhancement Page 7
Audience, Campaign & Logos Page 8
Campaign Color & Type Page 13
Downloadable Photos/Videos Page 16
Public Relations Resources Page 20
Fly Vail Information Page 21
Sustainability Page 22
COVID-19 Vail Business Resources Page 23
MARKETING TOOLKIT
DISCOVERVAIL.COM, LODGING & DATA COLLECTIONCOMMUNITY INTEGRATION
COMMUNITY INTEGRATION: DISCOVERVAIL.COM PAGE 4VLMD
DISCOVERVAIL.COM DiscoverVail.com represents Vail, CO the destination as a whole
Until the launch of DiscoverVail.com in 2020, all Vail Local
Marketing District (VLMD) marketing efforts landed on vail.com.
The creation of DiscoverVail.com provides equal representation
of all businesses and cohesive portrayal of all offerings in the
Town of Vail.
• Listing of all Vail businesses (dining, shopping, lodging,
activities, etc.)
• Full Vail Event Calendar, updated regularly
• Lodging Booking and Packages
• Complementary of vail.com, cross linking between the two,
based upon the guest needs.
VISIT WEBSITE HERE
COMMUNITY INTEGRATION: LODGING PAGE 5VLMD
LODGING ON
DISCOVERVAIL.COM
The VLMD has funded the Book Direct platform ($19k) to ensure
the best experience for both our guest and our properties in Vail.
• All revenue and bookings go directly to the individual properties without commissions or fees.
• Any Vail property* can be listed
• Check to ensure your reservation system is connected
• Share your summer special and link to specials page to be listed
• To connect your property contact our Lodging Liaison,
Mark Herron: markherron57@gmail.com
Not connected but still listed
Connected to Book Direct
*Must have a business
license with Town of Vail
SUMMER SPECIALS
SUMMER SPECIALS
COMMUNITY INTEGRATION: DISCOVERVAIL.COM PAGE 6VLMD
DISCOVERVAIL.COM
UPDATES The goal of DiscoverVail.com is to have the most accurate information
to provide to our guests. If you see outdated or missing information,
please fill out one of the forms below.
GROUP/WEDDING VENUE UPDATE
ADD/EDIT AN EVENT
ADD/EDIT A BUSINESS
CONNECT YOUR PROPERTY*
*see page above
COMMUNITY INTEGRATION: DATA COLLECTION PAGE 7VLMD
DATA COLLECTION
Working together, we can accomplish a lot to enhance first-party data collection so the VLMD can:
• More efficiently reach prospective visitors & loyal Vail guests
• Evolve our marketing efforts to create custom, personalized experiences
• Be in the right place, at the right time, with the right message to inspire guests based on their known interests
How you can help us to better market Vail on your behalf:
Vail Free WiFi: Town of Vail offers free WiFi all around the villages. Encourage guests to log in and sign up to receive tips about what’s happening in town that day.
Vail Newsletter: Encourage guests to visit DiscoverVail.com and sign up for our newsletter.
Drive to DiscoverVail.com: Link to our marketing site to encourage prospective visitors to learn more about Vail & the full breadth of our opportunities/businesses
Synergistic Content: Incorporate VLMD content in event marketing
VIEW COMMUNITY INTEGRATION PLAN
SUMMER MARKETINGAUDIENCE, CAMPAIGN & LOGOS
PAGE 9AUDIENCE:OUR TARGET AUDIENCEVLMD
AUDIENCE: 3 CONSUMER-PERSONAS 3x consumer-personas on which to focus our marketing efforts.
Below please see key points of difference/interests for each group.
Dynamic
Families
Super
Boomers
Active
Professionals
SEEKING Family connection & independence for teen
kids
Resting & relaxation Adventure & exploration
ACTIVITIES Family-friendly activities & dining Shopping, dining & spa Hiking, biking, rafting, SUP, dining & nightlife
BOOKING
CONSIDERATIONS
Longest planning timeline and longest stay
duration, likely during peak season
Always hunting for a deal/offer & willing to travel
off-peak for some additional savings
Often planning last minute trips
LENGTH OF STAY Longest duration, likely 5+ day 4-6 days 3-Day Weekend
TIME OF YEAR Peak season Off-peak; Early or Fall/Leaf Season Flexible!
COVID Want to be in-the-know with the latest informa-
tion
First to return due to the vaccine New WFH opens new opportunities to work
from anywhere & may impact length of stay
PAGE 10AUDIENCE:OUR TARGET AUDIENCEVLMD
AUDIENCE: 3 CUSTOMER EXPERIENCE PATHWAY & MARKETING TASKS
Focus for Vail Local Marketing District
Focus for...
Local Businesses
Vail Chamber Business Association
Welcome Centers
Town of Vail Guest Experience
Guest experience needs to be consistent from beginning to end.
PAGE 10AUDIENCE:OUR TARGET AUDIENCEVLMD
AUDIENCE: 3 CUSTOMER EXPERIENCE PATHWAY & MARKETING TASKS
Focus for Vail Local Marketing District
Focus for
Local Businesses
Vail Chamber Business Association
Welcome Centers
Town of Vail Guest Experience
Guest experience needs to be consistent from beginning to end.
PAGE 11
Print example
Banner/Social example
CAMPAIGN GUIDE: EXAMPLES IN MARKETVLMD
CAMPAIGN GUIDE: EXAMPLES IN MARKET
DOWNLOADABLE LOGOS HERE
PAGE 12CAMPAIGN GUIDE: LOGO USAGEVLMD
LOGO
DV WORDMARK + URL
COLOR USAGE EXAMPLES -
LOGO USAGE DON’TS
White logo over photo.
Don’t use logo
without
sufficient contrast.
Don’t use logo on
top of overly busy
background.
Don’t alter or
rearrange the logo
without approval.
Don’t use the logo in
any color but black or
white.
Black logo over photo.
Note:
Always ensure adequate contrast
when choosing to use the black
or white version of the logo over
imagery.
To bring awareness to the new website, DiscoverVail.com, the logo below will be used
locally. Please reference the below logo usage guidelines before downloading.
SUMMER CAMPAIGNCOLOR & TYPE
PAGE 14CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD
COLOR PALETTE
The campaign introduces two new warm colors that complement the summer photo assets and can be used as a
background color or an accent or CTA button color.
BACKGROUND AND ACCENT COLORS EXAMPLES:
TYPOGRAPHY COLORS
VLMD Cream
R231 G234 B223
C2 M4 Y9 K2
#f1eadf
VLMD Gold
R225 G206 B122
C13 M14 Y63 K0
#e1ce7a
White
R255 G255 B255
C0 M0 Y0 K0
White
R255 G255 B255
C0 M0 Y0 K0
Black
PMS Black
R0 G0 B0
C30 M30 Y30 K100
PAGE 15CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD
TYPOGRAPHY
The campaign utilizes the Vail Resorts brand fonts, used only in black or white.
AVENIR: Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
AVENIR NEXT CONDENSED: DEMI BOLD
AVENIR: Medium
ABCDEFGHIJKLMNOPQRSTUWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
HEADLINES:
Letter spacing of headlines should be tracked
very wide, as wide as is appropriate for the
layout. When used with a subhead, there should
be a significant difference between primary and
secondary font sizes. Should be set in all caps.
BODY COPY:
Body copy can be set in Avenir Medium
in a legible size.
Headline:
Subhead:
Body Copy:
SUMMER CAMPAIGNPHOTOGRAPHY & VIDEO
BRAND GUIDELINES: PHOTOGRAPHY & VIDEO PAGE 17VAIL
Vail is a leader in the industry and presents itself as a
world-class mountain resort. A leader never rests on
their laurels, and Vail has continuously surpassed its
own benchmarks of innovation. This relentless pursuit
towards perfection is tangible in every element
of Vail’s offerings. We want our video content and
photography to reflect a bold, trail-blazing character,
and convey a positive, vibrant sense of adventure.
THE VAIL EXPERIENCE THOUGH ITS TERRAIN
CONTENT
Our imagery should project the powerful emotional reaction people
have while enjoying their experiences and capture them in a candid,
genuine way. The image should draw the viewer into the moment as
it authentically unfolds.
AUTHENTICITY
Vail Mountain and it’s villages should be the canvas that brings
an emotional story to life. We want to balance the authentic mo-
ments of our character’s story with stunning visual sense of place.
Our imagery reflects one or more of out three key audiences:
Family with tweens/teens, Active Professionals and Super Boom-
ers. The subject matter should show people in environments that
are not overly crowded. Avoid scenes with large gatherings of
people.
OVERALL
APPROACH
CAMPAIGN GUIDE: PHOTOGRAPHY & VIDEO PAGE 18VLMD
PHOTO/VIDEO
USAGE Vail Summer Video Usage Instructions
• The VLMD will allow TOWN OF VAIL business and community
partners use of the 2021 summer videos including :30’s, :15’s and :06’s
• The VLMD will allow TOWN OF VAIL business and community
partners use of the Broll to incorporate into your own marketing.
• The VLMD requests that these videos be used in digital marketing
efforts only; including a website, email and social marketing efforts.
• The video must link to the website DiscoverVail.com
• If the video is shared on social media platforms. Tag @DiscoverVailCO
and #DiscoverVail
Vail Summer Photography Usage Instructions
• The VLMD will allow TOWN OF VAIL business and community
partners use of the 2021 summer images
• If the photo is shared on social media platforms. Tag @DiscoverVailCO
and #DiscoverVail
• Please credit all photos with: Photo courtesy of Jack Affleck and the Vail Local Marketing District
DOWNLOADABLE VIDEOS HERE
DOWNLOADABLE PHOTOS HERE
VAIL MARKETING TOOLKITOTHER RESOURCES
PAGE 20VLMD
PUBLIC
RELATIONS KEEP US INFORMED
Knowing what is going on throughout the community helps us to better promote the
destination. Please include MYPR on any press release distribution lists to ensure your
content is included on DiscoverVail.com media center.
Send your press releases to: DiscoverVailPR@myprco.com
PR RESOURCES
Including free things to do in Vail and talking points on Vail’s Bavarian villages
VAIL PR BOILERPLATE
Discover Vail in the spring, summer and fall. There’s no place like Vail for year-round
recreation, outdoor pursuits and cultural experiences in the heart of the Colorado
Rockies. Nestled at the foot of Vail mountain just two hours west of Denver, Vail’s fresh
air, rugged beauty and charming pedestrian villages await visitors. Discover quaint
Bavarian villages where outdoor activities abound and the performing arts flourish.
Matching the incredible winter mountain experience, Vail from May through October
is characterized by a rich culinary scene, family activities, world-class events and
everything in between.
PR RESOURCES
OTHER RESOURCES: PUBLIC RELATIONS
MEDIA CENTER
PAGE 21VLMD
EGE
AIRPORT
FLY VAIL (EGE)
Access to Vail is easy and convenient via Eagle County Regional Airport (EGE) and Denver
International Airport (DEN). EGE has non-stop jet service from numerous major domestic and
international cities, and DEN is just two hours east of Vail.
Eagle County Regional Airport provides non-stop flights from major markets in the winter,
and two in the summer, Dallas/Ft. Worth and Denver with Denver service year-round.
NEW:
For the first time in the airport’s history, Delta offers daily, non-stop service from Atlanta, Georgia.
The flight will operate on a 757 aircraft starting June 5.
American launches non-stop service from Chicago O’Hare International Airport on an A319
aircraft beginning June 3. American also offers year-round non-stop service to EGE from Dallas/
Fort Worth and United Airlines will continue daily, year-round service from Denver International
Airport.
LEARN MORE HERE
OTHER RESOURCES: EGE AIRPORT
PAGE 22VLMD
SUSTAINABILITY
EFFORTS
VAIL’S COMMITMENT TO SUSTAINABILITY
Vail is one of the most beautiful places on earth. Which is why those of us lucky enough to
live, visit, and play here care about keeping our footprint small, our resources plentiful, and
our contribution to sustainability top of mind. It’s the least we can do for the place we all love.
Vail recently received recertification as a Sustainable Destination under the Mountain IDEAL
standard. This coveted achievement builds upon the initial certification in 2017 when Vail
became the first Certified Sustainable Destination in the United States. The Mountain IDEAL
Standard is an internationally recognized set of destination stewardship best practices for
resort, rural, recreation and gateway communities.
LEARN MORE HERE
OTHER RESOURCES: SUSTAINABILITY EFFORTS
DOWNLOADABLE RESOURCES
OTHER RESOURCES: COVID-19 RESOURCES PAGE 23VLMD
COVID-19
RESOURCES
COVID-19 BUSINESS RESOURCES
View the below page for access to documents and resources relating
specifically to Vail businesses. This page will be updated as the
COVID-19 situation shifts so be sure to check back often. Content includes:
• Printable informational signage
• County Business Toolkit
• Vail Strong Videos
• More
VIEW BUSINESS RESOURCE PAGE
VIEW VISITOR RESOURCE PAGE
CSE/EVENTS UPDATE
DiscoverVail.com/Events
APPENDIX
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)
Video –Family
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
Dallas :30
https://drive.google.com/file/d/1eGDxO_KnumSpZT7e
OXYljFPJ-oDHHpbj/view
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
Active Professionals
Programmatic Banners -Prospecting
Active Professionals
Programmatic Banners -Prospecting
Active Professionals
Programmatic Banners -Prospecting
Active Professionals
Programmatic Banners -Retargeting
Programmatic –Display
Boomer
Programmatic –Display
Family
Boomer & Family
Programmatic –Retargeting
In-Feed –Social
Family & Boomer
Print Ad
DV Progress & Roadmap for Optimizations
Aug
-Content is updated to be
relevant to off season time
frame
-AB testing and site
optimization continues
-Goals are established for
off season metrics
-Goals and KPIs are planned
for upcoming year
July
-Prioritize and implement
successful AB tests
-Continue to develop content
and testing scenarios that
improve site metrics and SEO
rankings
-Update site content to be
relevant to season and events
June
-Begin executing on high
value & high effort content
updates
-Audit site metrics and
establish hypothesis for AB
tests to support continuous
optimization cycle
-Boomer and Family landing
pages go live
May
-Continuing to action the
foundational content
improvements to Improve SEO
ranking
-Establish automated monthly
SEO and analytics reporting
-Setup user experience
tracking and AB testing tools
May Cont.
-Eliminate and/or consolidate
redundant content
-Ensure all pages have
CTAs/cross linking & optimize
CTA language.
-Map & prioritize content for
customer segments
-Review all content & assess
value vs visitor use cases
-Develop content calendar to
support SEO & continuous
content creation