HomeMy WebLinkAbout01.AugustVLMDACPresentationFinalVLMDAC BOARD MEETING
AUGUST 18, 2021
Agenda
•Monthly Financial Report -Town of Vail, Carlie Smith
•Approval of July 21, 2021 Minutes, Board
•2021
–Destination Stewardship Plan Updates, Liz Gladitsch
–CRM Content Plan, Liz Gladitsch and Kylie Forcinito
–Public Relations Quarterly Report, Kristin Yantis, MYPR
–Town of Vail Updates –Mia Vlaar, Jeremy Gross, Town of Vail
•2022
–Campaign Production & Asset Acquisition Updates, Cactus & SITE
–Strategic Plan & Budget Updates, Cactus
•Other Business
*Requesting
specific
direction/approval
from board
MONTHLY FINANCIAL REPORT
2021 Approved Third Supplemental
Total Approved 2021 Third Supplemental:
$250,000
Additional Asset Capture: $100,000
Destination Management Plan:$150,000
2021 Amended Budget uses $503K of reserves
2021 Projected Ending Fund Balance: $1,575,789 (42% of annual
revenues)
DESTINATION STEWARDSHIP PLAN 2021
Vail Stewardship Quiz
To encourage engagement with and education
about Vail’s DSP plan, we are developing a quiz to
live on DiscoverVail that tests consumers on how
much they know about being respectful, eco-
conscious tourists.
The quiz is designed to be education-focused. After
answering any question, right-or-wrong, the guest
will be served more information about the question,
driving to key partners like Love Vail to learn more
about Vail’s initiatives.
Timing:
8/20 -R2 eShare review wires/designs
8/23 -Approval on wires/designs
8/24-9/10 -Development
9/13-9/15 -QA & Content Entry
9/16 -Launch Quiz Feature Release
9/20 -Media will go-live
Vail Stewardship Quiz Testing
We’ll also be leveraging the stewardship quiz as an opportunity to test which offers
are most compelling in prompting guests to provide their email address via an AB
test. At the culmination of the quiz, users will be prompted to enter their email with
one of the following messages:
●A --Enter your email to be entered for a trip giveaway
●B --Enter your email for a coupon to pick up a VAIL water bottle at a Welcome
Center
The learnings from this quiz will help us better focus our incentives moving forward.
In-Resort Collateral
Encourage visitors to be respectful and eco-conscious
while in-resort
4x9 Rack Card
-7 principles of Leave no Trace (LNT)
-Quiz Info
-Love Vail guest messaging priorities including Vail with a dog,
car free travel, recycling and reusable bottles and ways guests
can get involved
Timing: -8/16: Content approved-8/20-8/26: Creative / Changes / To Print-9/15: Delivery and Distribution
Distribution through VCBA: Welcome Centers, in-resort rack
card placements, participating businesses and lodging community
In-Resort Enhancements
-Create the plan for enhancement of the Welcome Center with more focus on
DSP
-Develop options for DSP interactive installations
-Create educational curriculum for staff / Walking Mountains to implement
in 2022
-Timing:
-9/15: Work with TOV on enhancement plan
-10/15: Present plan to TOV departments
-11/15: Start design if budget allows
-Welcome Center and Lodging community needs for better guest messaging
-Poll lodging/business community on needs
-Create collateral to meet those needs and adjust existing collateral and
signage
-10/1: Poll business community on Summer and Winter
-11/1: Create additional creative/messaging needs from poll
that are winter related and begin creative for summer 2022
if budget allows
In-Resort Public Relations
-Monthly column in the Vail Daily –this can include tips for guest stewardship,
trail etiquette, etc. We would develop a quarterly content calendar to present to
the VLMD and then ghost write these articles for the columnist TBD. We simply
need to get the Vail Daily to agree to this –we may need to leverage the ad
buy you are suggesting to reserve this space a monthly basis.
-Incorporate content into the monthly PR Partners Tipsheet to share
messaging on a regularly basis to PR partners in the community.
-Develop a stewardship message doc/tipsheet that provides lodging partners
with turnkey content they can drop into their own marketing efforts along with
ideas on how they can integrate this content into messaging with guests (pre
and post arrival).
CRM CONTENT PLAN
CRM Content Calendar
Spring Summer Fall
April May June July August Sept Oct Nov Dec
Winter Off Season Winter
Air (3)
Non-Air
Summer Post-Visit Survey
Air (3)
Non-Air
All Opened
Non Open
Winter Survey
Summer FallThink Summer Think Winter WinterNewsletter Sign Up
Opened
Non Open
WiFi Sign In
Monthly Newsletter
Survey
Ongoing Campaign, no Segmentation
One Time Send with Segmentation
Newsletter
WiFi
Newsletter
WiFi
Opened
Non Open
Newsletter
WiFi / Age
Opened
Non Open
Multi Open
Opened
Non Open
Multi Open
All sends moving forward will include evolving segment testing based on
engagement level ie: Links clicked, open vs. not, etc.
-Aug: -Opened July: Fall events plus most engaging content from
-Newsletter vs WiFi-Not Opened July: Use most engaging content from July email and stronger CTA
-Newsletter vs. WiFi
-Sept: -Same as Aug
-Oct-Opened Aug / Not Opened Aug
-Test age range for those ~2k social logins
-Nov-Never opened / one opened / multiple opened -Message for unengaged is something simple and driving a click
-Dec:-broader engagement message -Same as November
CRM Segmentation Plan
CRM Results
Send Date Audience Open Rate CTR Unsubscribe
April 8 All 24.9%3.7%1.1%
5/28 -9/4 to date
Summer Welcome
WiFi/In-Mkt 35.6%8.9%1.5%
May 19 Non-Air 14.4%3%.6%
May Chicago Air Air 22.2%2.7%.3%
May Atlanta Air Air 20.3%1.5%.8%
May Dallas Air Air 19.1%3.7%.7%
6/10 -10/25 to date
Post Visit Survey
WiFi Login 24.7%8%1.6%
June 23 Non-Air 26.9%4.5%.7%
June 23 Chicago Air 28.7%4.9%.9%
June 23 Atlanta Air 29.3%9.4%.8%
June 23 Dallas Air 25.1%4.7%.6%
July All 19.5%2.6%.8%
April Email Performance
Subject/Preview Text
4/8: All:24.9% Open rate
The Countdown to Vail ☀Summer Has Begun...
Find your wide open space in Vail this Summer
Top Performing Content
504: Top 10 Hikes
330: Events
102: Hero Image
64: Refresh & Recharge
Learnings
-Interest in Summer Content -
Consider pushing this message
in March
-Top 10’s perform well
Summer Welcome To Date
Subject/Preview Text
5/28 -9/4 35.6% Open rate to date
Welcome to Summer in Vail
Learn about upcoming events and things to do in
Vail this summer.
Top Performing Content
292: Events
266: Things to Do
176: Opt Out
101: Dining
43: Welcome Center
Learnings
-In-resort or
immediate send has
higher engagement
Subject/Preview Text
5/19: Non-Air: 14.4 Open rate
🗓🗓🎉🎉Mark Your Calendar For Vail Summer...
🎉🎉🗓🗓
Your summer escape is right around the corner.
5/19: Chicago Air:22% Open rate
Non-stop ✈ORD to Vail/EGE Airport this summer
Your Vail summer escape is closer than you think.
5/19: Atlanta Air: 20.3% Open rate
Non-stop ✈ATL to Vail/EGE Airport this summer
Your Vail summer escape is closer than you think.
5/19: Dallas Air:22% Open rate
Non-stop ✈DFW to Vail/EGE Airport this summer
Your Vail summer escape is closer than you think.
May Email Performance
Top Performing Content
From Non-Air (largest audience)
-152: Craft Beer Classic
-108: Events
-84: Bravo! Vail
-75: Active Prof Itinerary
-74: Lodging
Learnings
-“Mark your calendar” not a
strong subject line.
-Events continue to perform
best
Summer Post Visit Survey
Subject/Preview Text
6/10 -10.5 24.7% Open rate to
date
How Was Your Visit to Vail?
Your feedback will help Vail to improve your
experience for your next visit.
Top Performing Content
-483: Take Survey (90%
coming from button, not
Hero Image)
-146: Opt out
Learnings
-Those who clicked
followed through with
survey completion based
on latest survey report
Subject/Preview Text
6/23: Non-Air:26.9%Open rate
⛰💦💦Beat the Heat in Vail this Summer 💦💦⛰
Your new summer fling = a week in the mountains
6/23 Chicago Air: 28.7% Open rate
⛰💦💦Beat the Heat in Vail this Summer 💦💦z⛰
Non-stop ✈ORD to Vail/EGE Airport this summer
6/23: Atlanta Air:29.3% Open rate
⛰💦💦Beat the Heat in Vail this Summer 💦💦⛰
Non-stop ✈ATL to Vail/EGE Airport this summer
6/23: Dallas Air:25.1% Open rate
⛰💦💦Beat the Heat in Vail this Summer 💦💦⛰
Non-stop ✈DFW to Vail/EGE Airport this summer
June Email Performance
Top Performing Content
From Non-Air (largest audience)
-432: Events
-318: Opt Out
-164: Music/Entertainment
-112: On the Water
-107: Lodging
-104: Scenic Adventures
Learnings:
-Strong Subject Line
-Events continue to perform
best
-Not leading with air message
performs better (See May Air
open rate)
Subject/Preview Text
7/27: All:19.5% Open rate
Enjoy Summer While It's Still Here
You don't want to miss our end of summer line-up.
July Email Performance
Top Performing Content
-548: Opt Out
-462: Events
-173: Find Your Cool Down
-136: Hero Image
-114: Check in to Your R&R
-95: Build Your Own Adventure
-75: Leave no Trace
Learnings:
-People still interact with content lower down in the scroll
but significantly drops off
-Events continue to perform best
-Look into sending Newsletter Sign ups list separate from
WiFi Login to get engagement comparison
April Summer Guest
August Outline
Vail Must
Do’s (only in
vail)
Fall Event
Line Up
Lodging
Top Events in Vail
Opened Non-Opened
You’re
invited -
Events
Leave no
Trace
Lodging
Planning for Fall
April Summer Guest
Top Fall
Hikes
Do you know
Before you
go? DSP
Quiz
Events
Fresh in Vall
Sept Outline
Top Fall
HIkes
Do you know
Before you
go? DSP
Quiz
Lodging Deals
Most engaging content from
Aug Email -Strong CTA
Opened Non-Opened
PUBLIC RELATIONS QUARTERLY REPORT
Media Are Traveling!
•Pent up demand for media travel
•Individual trips –hesitancy for group trips
•Several traveling internationally
•Concern over Delta variant –shifting how they travel
What They Are Looking For
•“Why now” of destinations? New, unique, different, one-of-a-kind
•New ways people are traveling, post-COVID ways that destinations catering to
visitors
Media Landscape
Comp Set Coverage
Vail Breckenridge Aspen
Aspen
•Aspen usually does well in Q2 –no Food & Wine.
•Post-COVID celebrity travel.
•New air service
Breckenridge
•Top Colorado mountain towns list.
•Quandry/14er overuse stories.
Vail
•Event coverage e.g. GoPro Mountain Games, Bravo!
•International feel of Vail during a year when many may travel abroad.
•Electric byways.
Comp Set Observations
Additional Metrics
Media Coverage
Media Coverage
Media Coverage
•Fall pitches
•August/September media hosting
•Discover Vail PR Tipsheet
•Travel Classics –November 2021
•2022 planning
September Meeting
•Influencer report
•Mexico PR
Additional Efforts/Looking Ahead
2022 CAMPAIGN PRODUCTION & ASSET UPDATES
The “Life is But a Dream” Tier 1 shoot will be captured both next week and
the following, per the below.
●Drone Capture --Thurs. 8/19 & Fri. 8/20
○We will capture drone footage of the areas surrounding Vail
Village and Lionshead, as well as iconic spaces in both Villages.
This footage will serve as the backdrop for most of our spot.
●Shoot Day 1 (VAIL) --Tues. 8/24
○We will capture our talent practically throughout Vail and capture
our key scene at the Arrabelle.
●Shoot Day 2 (DENVER) --Thurs. 8/26
○We will capture our talent on a green screen in Denver, which will
ultimately be superimposed with the drone footage in the edit.
Tier 1 Production Updates
Tier 1 Wardrobe Specs
Our wardrobe is yet another opportunity to establish a “Vail”
look with hints of Bavarian or European. Both talent will be
dressed in evening attire that feels glamorous, high-end, and
made more for the summer months -as if they’re going out
for a night on the town. Please see reference images (left),
as well as a few caveats below:
Woman
●Outfit Color: Lighter, warmer shades—nothing neon
or dated
●Hair: Styled down to flow in sync with her dress.
Man
●Fit: Suit should be casual with no tie, and unbuttoned
at the top. It should be well-fitting, but not too tight.
●Accessories: Support the outfit and don’t distract.
●Hair: Groomed and not slicked back.
Tier 2 Assets Update
•Casting specs outlined & approved, casting taking place now -Aug. 20
•Location scouting happening now -Aug 27
•Finalizing Wardrobe selections now -August 27
•Pre-production: August 31
•Shooting dates: Sept. 1 -Sept. 2
•TBD -Post-production
•TBD -Editing
2022 STRATEGIC PLAN & BUDGET UPDATES
2022 Proposed Budget
Annual Marketing Budget $3,555,000
*New One-Time Initiatives $ 460,000
Destination Stewardship Plan $ 185,000
Total VLMD Budget for 2022 $4,200,000
The proposed budget will use $649,000 of fund balance. The 2022 projected
ending fund balance is $926,786, 25% of annual revenues.
2022 Proposed Budget
Expenditure Increase:
+ 7.6% from 2021
+ 15.6% from 2019
2022 Business Goals
Business Goal: Drive business revenue growth in Vail as measured through lodging and
sales tax, doing so through increased customer loyalty and driving visitation
2022 Marketing Priorities
Build the Relationship:
●Capture Data: Enable the building of a direct relationship with more visitors or prospects to Vail
through growth in breadth (# of records) and depth (amount of information per record) of our owned
customer database.
●Engagement & Loyalty: Enhance personalized comprehensive customer journey from dreaming
through reminiscing to drive engagement, and ultimately foster and reward loyalty to Vail.
Brand Stewardship: Positioning Vail as the Premier International Mountain Resort Community and define,
support and deliver on the brand in working with partners with the shared brand with Vail Resorts,
businesses and lodging and community at large.
Optimize Visitation:Target the right customer to maximize longer stays and higher spend while
distributing visitation to lower-demand (off peak) time periods and balance guest acquisition and return
visitation.
Destination Management Leadership:Ensure tourism adds value to the Vail guest and resident
community, while protecting and sustaining our natural assets and resources.
Partner Operations:Operate more efficiently and effectively with a long-term marketing personalization
and customer analytics plan and vision that all VLMD partners are aligned with and accountable
for. Analytics, to be used to continuously optimize and improve. Collaboration tools that drives
insight and efficiency.
A1: 32%
A2: 18%
B: 30%
C: 9%
D: 7%
E: 4%
Budget Percent By Priority
A1. Build Relationship - Capture Data
A2. Build Relationship - Engagement
+ Loyalty
B. Brand Stewardship
C. Partner Operations
D. Optimize Visitation
E. Contingency / DSP
Booking In-Market Post Trip / SharingDreaming / Considering
Consumer Journey
BookingIn-Market
Post Trip / Sharing Dreaming / ConsideringConsumer Journey
BookingIn-Market
Post Trip / Sharing Dreaming / ConsideringConsumer Journey
Guest
Trad Media Digital / Social
PR / Influencer
Website
Intl
Assets / Content
Hotel Booking Book Direct
Hotel Booking Direct
Groups BookingWelcome Center
Events
Town-
owned
Exp
Lodging
Retail /
Rest.
Mt / VR
WOM
Social
Survey
Email
Database
Loyalty
Dreaming / Considering
Traditional Media
Digital / Social
Website
PR / Influencer
International
Assets / Content
Considering/
Dreaming
Consumer Journey
Guest
Trad Media Digital / Social
PR / Influencer
Website
Intl
Assets / Content
Hotel Booking Book Direct
Hotel Booking Direct
Groups BookingWelcome Center
Events
Town-
owned
Exp
Lodging
Retail /
Rest.
Mt / VR
WOM
Social
Survey
Email
Database
Loyalty
Booking
Booking
Hotel –BookDirect
Hotel –Direct with property
Groups-Booking
Consumer Journey
Guest
Trad Media Digital / Social
PR / Influencer
Website
Intl
Assets / Content
Hotel Booking Book Direct
Hotel Booking Direct
Groups BookingWelcome Center
Events
Town-
owned
Exp
Lodging
Retail /
Rest.
Mt / VR
WOM
Social
Survey
Email
Database
Loyalty
In-Market
In-Market
Welcome Center
Events
Town-owned Experience
Lodging
Retail / Restaurants
Mountain / VR
Consumer Journey
Guest
Trad Media Digital / Social
PR / Influencer
Website
Intl
Assets / Content
Hotel Booking Book Direct
Hotel Booking Direct
Groups BookingWelcome Center
Events
Town-
owned
Exp
Lodging
Retail /
Rest.
Mt / VR
WOM
Social
Survey
Email
Database
Loyalty
Post Trip /
Sharing
Post Trip / Sharing
Survey
Social
Word of Mouth
Consumer Journey
Guest
Trad Media Digital / Social
PR / Influencer
Website
Intl
Assets / Content
Hotel Booking Book Direct
Hotel Booking Direct
Groups BookingWelcome Center
Events
Town-
owned
Exp
Lodging
Retail /
Rest.
Mt / VR
WOM
Social
Survey
Email
Database
Loyalty
1:1
Direct Marketing
1:1 Direct Marketing
Database
Loyalty
Email
Consumer Journey
Guest
Trad Media Digital / Social
PR / Influencer
Website
Intl
Assets / Content
Hotel Booking Book Direct
Hotel Booking Direct
Groups BookingWelcome Center
Events
Town-
owned
Exp
Lodging
Retail /
Rest.
Mt / VR
WOM
Social
Survey
Email
Database
Loyalty
BookingIn-Market
Dreaming / Considering
Traditional Media
Digital / Social
Website
PR / Influencer
International
Assets / Content
Hotel –BookDirect
Hotel –Direct with property
Groups-Booking
Welcome Center
Events
Town-owned Experience
Lodging
Retail / Restaurants
Mountain / VR
1:1 Direct Marketing
Database
Loyalty
Email
Post Trip / Sharing
Survey
Social
Word of Mouth
Consumer Journey
Dreaming
57%
Booking
10%
In-Market
6%
Post
5%
1:1
17%
Budget by Guest Journey
Dreaming / Considering
Booking
In Market
Post Visit / Sharing
1:1 Direct
Contingency / Unrelated Fees
Contingency / DSP
5%
Dreaming
73%
Booking
10%
In-Market
0%
Post
1%
1:1
11%
Dreaming / Considering
Booking
In Market
Post Visit / Sharing
Contingency / DSP
5%
2021 vs. 2022 Budget Breakout
by Guest Journey2021 2022
Dreaming / Consideration
Start / New KPI Metric Goal
*Create PR and Data acquisition worthy
experiences
See Dream Trips content
detail
Discontinue
Improve / Enhance KPI Metric
Refine media mix -Decrease all paid media,
Decrease Front Range shifting more to
Destination
RODAS for digital
Impressions / reach for
Traditional
TBD
Reduce International to align with priorities
Improve Website engagement and
incorporate Life is But a Dream assets
-Further optimizing Things to Do to drive
seasonally relevant content
-Events Calendar optimization to improve usability
Time on site
Hot Jar / User feedback
Reach / maintain
1:30-2:00 TOS
Enhancing web content plan (management,
creation, execution)
SEO Top 5
Dream Trips
•Program Goals:
–Build Relationship -Capture Data & Engagement/Loyalty
–Brand Stewardship
•Definition / Techniques / Approach / Description:
–Develop three “Dream Trips” to Vail that illustrate one-of-a-kind, over-the-top
vacation experiences.
–Promote through integrated marketing efforts -social, electronic marketing efforts
and PR.
–Each trip also can be given away to drive data capture.
•Ideas:
●Dream Season -In conjunction with Four Seasons.
●Music Package –Exploring a private concert with Edwin McCain or guest conductor during Bravo!
●Dining Package –Exploring a partnership with Nobu Matsuhisa.
●Luxury Backcountry –Package Game Creek & backcountry llama, 10th Mountain overnight.
●Driving Package –Inquiring about Lewis Hamilton’s interest/availability.
Dream Trips
•KPIs:
–Ad clickthroughs
–Social engagement
–Media coverage
–No. of packages purchased
Start / New KPI Metric Goal
Enhanced messaging and inclusion in lodging
pre-arrival (DSP, Toolkit Materials)
Lodging partner
utilization/participation
Number of Lodges participating
Enlist 50% of eligible
Lodges to participate
Discontinue
Improve / Enhance KPI Metric
Developing booking offers and incentives Redemptions
Lodge Participation
Provide seasonal
promotional
opportunities through
Discovervail.com
Refine customer journey and understand signals
of intent
-Optimization of how users flow through the
site driving to key goals (data capture &
lodging)
-Optimizing data capture with book>direct
TBD via Google Analytics funnel
report
Establish a baseline and
develop specific YOY
goal
Increase group marketing efforts with CVENT Lead generation & retargeting
advertisements
Increase lead gen by
5%
Booking / Pre Arrival
Start / New KPI Metric Goal
*Developing “Life is But a Dream”
Experiences (ie: Dream Pods)
See Dream Pod detail on following
slides
Event Activation Staffing and Materials Attendee engagement / Data collection 30% increase of trip
giveaway sign ups
*Welcome Center DSP Programming Participation in Welcome Center
Programing and increased
visitation
Discontinue
Improve / Enhance KPI Metric
Ambient programming to better align with
VLMD goals by taking in house (TOV)
Events contract structure to better align
with VLMD goals
Increased data collection from
events
Alignment with VR on content and
promotions
In-Market
Dream Pods
•Program Goal: Incorporate Life is but a Dream campaign into in-
resort experience
•Definition / Techniques / Approach / Description:
-Purchase and install hanging chairs on TOV property and brand
them as dream pods, encouraging guests to take a moment to
#DreamVail
-Have tasteful signage encouraging guests to learn more about
“DreamVail”
•KPI
-100 Social shares
-700 QR Code scans
Welcome Center
•Program Goal:
-Guest DSP education
-Welcome Center visitation increase
-Guest data capture
•Definition / Techniques / Approach / Description:
•Ideas:
-Use 2021 In-Market Enhancement Plan to
-Incorporate Walking Mountains Educational Programing
-Continue DSP quiz promotion
-Create DSP / Love Vail informative, interactive installations
-Print
•KPI
-5% visitation increase to Welcome Centers
-Guest participation in Educational Programing
Start / New KPI Metric Goal
*Conduct in depth consumer interviews Actionable audience
insights that advance our
personas
*User Generated Content Program Engagement and
submissions
30 Tier 2 photos
Discontinue
Improve / Enhance KPI Metric
Post Trip / Sharing
User Generated Content Program
•Program Goal:
-Brand Stewardship
•Definition / Techniques / Approach / Description:
-Generate asset options by calling on local photographers to capture assets
following the new brand asset direction/guidelines, with the possibility of the
VLMD purchasing these assets for unlimited use in our Marketing/PR efforts
•Ideas:
-Reach out to local photographers directly with phone/email
-PR/Marketing/Social campaign reaching out to local photographers
-Provide complete creative direction to ensure submitted shots follow guidelines
•KPI
–Acquire at least 30 images with 10 winter focus, 20 summer/fall
1:1 Direct Marketing
Start / New KPI Metric Goal
*Develop Loyalty Program that builds our
relationship with consumers
See Loyalty on following
slides
See Loyalty on following
slides
Discontinue
Improve / Enhance KPI Metric
*Email automation and personalization,
content plan
Reduced opt-out rate
Increased open-to-click rate
Increase # of email
campaigns and segments
executed
25% reduction in opt-out rate
20% increase in OTC rate
20% more campaigns
executed YoY with more than
twice the targeted segments
Enhancing email and web content plans
(management, creation, execution)
Engagement and asset
quantity
Loyalty Program
•Program Goal: The goal of a Customer Loyalty program is to increase engagement and
retention, and eventually drive advocacy. For the Town of Vail, the goal of a Customer
Loyalty program is also to build a direct relationship with visitors that supplements their
individual relationships with town partners.
•Definition / Techniques:
–A Customer Loyalty program is a structured strategy that builds a stronger
relationship between brands and their customers
–A Customer Loyalty program is NOT necessarily a points-for-rewards program.
–Combines use of communication, software, hardware, gamification (in some
cases), commercial incentives, marketing tactics, event planning etc.
–Uses these techniques to drive particular desired behavior. The key for successful
programs is that there is value to the company provided (behaviors, spend, data)
in exchange for value to the customer provided (rewards, benefits, status)
•2022 Approach: Use 2022 to develop and test potential loyalty program components
(incentives) to understand what best drives desired behavior. Longer-term, these behaviors and
incentives can be built into a structured program. Planning will focus first on driving sign up and
visitation.
Loyalty Program
Desired Behavior Benefit
●Sign Up
●Visitation
●In Market Engagement
●Show Signals of Intent
●Demonstrate Brand Values
●Increase Booking Frequency
●Increase in-market spend
●Giveaway (swag)
●Preferred Access (early entry,
exclusive, etc.)
●Added Value / Upgrades
●“Inside” information
●Ease of booking/planning
Loyalty Program
Ideas:
•A/B/C Reward Test: Drive sign up
–Understand lowest possible incentive price with highest perceived value
–Test a variety of incentive types (giveaway, added value, etc) to understand
implementation effort and scalability
•In Market Redemption: Signals of Intent
–Understand if offering an in-market swag item for program sign up can be an indication
of visitation intent.
•Engage and Earn:Emphasize value of content and planning insight
–Provide targeted content where engagement (download, survey response, etc.) can
earn benefits available on trip (access, discount, etc.)
•Sustainability Rewards:Earn value for aligning with sustainability values
–Plant a tree, pick up trash, attend a sustainability event, etc. and earn benefits (access,
discount etc.)
2022 Planning Timeline / Next Steps
•August 18-Sept 14: Updates to approach and noteworthy budget shifts based on
approval of 2022 budget
•September 15 VLMDAC Board Meeting: Present 2022 Operating Plan after
feedback from August meeting for board review and approval
•September 21 Town Council VLMD Meeting: Present budget to Town Council
(VLMD) for review and approval
2022 Proposed Budget
Annual Marketing Budget $3,555,000
*New One-Time Initiatives $ 460,000
Destination Stewardship Plan $ 185,000
Total VLMD Budget for 2022 $4,200,000
The proposed budget will use $649,000 of fund balance. The 2022 projected
ending fund balance is $926,786, 25% of annual revenues.
TOWN OF VAIL UPDATES
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, September 15, 2021;
Vail Town Council Chambers/Virtual Via Zoom
APPENDIX
Paid Media
% of Spend
in July
8%
July
Impressions
5.5M
July Clicks
38.9K
Total spend to date for
2021 is $526K (29%)
Total clicks across media
increased MoM as a
whole with our Paid
Search efforts seeing the
biggest increase
generating 54% more
clicks than June
Return on Digital Ad Spend (RODAS)
For every $1 we spend in digital paid media, we generate an estimated $26.17 in lodging revenue. This is
up from $22.94 last month as our media spend fluctuates and we account for trip planning windows
impacting our annual booking data averages MoM
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
$26.17
RODAS
Website High Level Performance
HIGHLIGHTS:
-Bounce rate continues to
decrease
-Time on site is maintaining
-Pages per session has
increased 5% from previous
month
-Organic traffic is the number
two traffic source, which is up
from the 5th spot in June.
-20% Increase in site traffic
compared to June. CPC and
Organic traffic sources can be
attributed to this increase in
driving traffic.
SEO High Level Performance
Domain Overview
Keyword Overview
HIGHLIGHTS:
We are showing May 1-July 31st to show improvement over
time.
Domain Overview shows that the domain authority has
improved to 33 (from 31 last month) which increases our
estimated visibility and share of voice.
Keyword Overview shows that we are making improvements
to keyword ranking and moving up to the top 3 spots for 11
keywords (9 last month), and that now more than 50% of our
keywords are in positions 1-20. Nice work content team!
Fall Refresh
1:27
Across channels, the team is working on transitioning content to Fall in preparation for the
changing of the seasons. Below please find a list of many of the updates that we are
working through, as well as an additional slide featuring some of the upcoming content.
●Refresh itineraries on DiscoverVail.com to feature fall activities and content
●Develop branded content on Lonely Planet featuring fall content (see next slide)
●Promote fall content via dedicated sends to 5280 audience
●Rotate fall content in on paid social, programmatic and video
Lonely Planet
The Dreamiest Dining Experiences Vail
has to Offer
We are developing branded content with
Lonely Planet. Our package includes 3x
articles (covering the topics below),
addressing three (3) key strategic
priorities: (1) SEO, due to backlinks from a
credible source; (2) promoting off-peak
travel in fall; and (3) laying the foundation
for our “Dream” campaign. Articles are in
development and will be live September.
●Article 1: The Dreamiest Dining
Experiences Vail has to Offer
●Article 2: How to Plan the Perfect
Autumn Adventure in Vail
●Article 3: Outdoor Activities in Vail
for Every Season
Note: Image is FPO
Fall Content
5280 Email Sends Programmatic Banners