vail local marketing district 2011 summer efforts june 21, 2011

Vail Local Marketing District2011 Summer Efforts

June 21, 2011

Vail MountainWinter Learning

Vail Mountain Winter Results

SV Growth 1.75MM/+9.2%

International growth +27%/MX +42%

Lodging MTRiP ++ vs. LY/Competitively #1

Sales Tax Revenues +11.3%

Brand 91% Awareness/#1 unaided awareness

EGE Flat in spite of lower capacity/AA best season ever

NPS Score Best NPS ever +7 pts. VS LY

• Focused objectives: volume, mix

- Retain Front Range

• Led with ‘core’ Vail Brand; razor focus on brand• Guest satisfaction – total commitment• Kept Vail relevant and top of mind; pulsing strategy• Right person, right offer, right time

– NOT, deals, deals, deals

• Consumers: reasons to choose Vail• Fresh, never taken for granted, always asking for the order

- Stressed ‘new’ factors

• Never ‘on sale’

• New media: digital, social, video

Vail Mountain – Formula For Success

Vail Brand Positioning

Winter

For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and singularity of man against nature, or the Esprit d’ Corps of belonging to an elite club.

Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders and the modern day commitment to excellence in all aspects of operation, Vail can credibly lay claim to being an experience like nothing on earth.

Vail Like nothing on earth

Vail Brand Positioning – Fully Integrated

Winter

For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and singularity of man against nature, or the Esprit d’ Corps of belonging to an elite club.

Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders and the modern day commitment to excellence in all aspects of operation, Vail can credibly lay claim to being an experience like nothing on earth.

Vail Like nothing on earth

Summer

For passionate mountain travelers and outdoor adventurers, Vail in summer is the preferred destination for those to whom the mountains represent an elemental expression of physical, emotional and cultural vitality.

Because of mother nature’s generosity, coupled with the unique passion inherent in the spirit of Vail’s founders and the modern day community commitment to excellence in all aspects, Vail can credibly lay claim to being an experience like nothing on earth.

Vail Like nothing on earth

Year Round Brand Commitment

• Continued alignment with winter to create a year-round Vail brand

• Vail 360 Programs for the Pursuit of Passions– Ambassadors – Strategic Partnerships/Programs

• Categorical commitment to highest level of guest service

• A world-class infrastructure supporting and enabling the physical, emotional and cultural pursuits of passions – physical facility gaps identified

Vail’s Brand Relevance – The Proof

• Economic Vitality

– Special Events– Vail Recreation District Programs– Participatory Sports and Groups– Mountain Activities– Base Area central information centers– New properties – Solaris, Four Seasons, Ritz-Carlton

Vail 2010 Summer Results; May – Oct. 2010

• 4.6% increase in sales tax over 2009• 20.2% increase in lodging tax over 2009• 8% increase in lodging occupancy over 2009• 7% increase in vail.com visits over 2009• 11% increase in enplanements at EGE• Event attendance increased across the board• Core programs have been performing well in summer and

winter• Evolve summer 2011 tactics from winter learnings, while

allowing for flexibility and adaptability

Vail Summer Objectives• Drive incremental overnight spring, summer and fall

bookings

• Increase sales tax revenue at 1% above inflation

• Continue to build long-term brand awareness that drives short-term sales

• Increase market share by widening audience reach with Destination and International guests while maintaining loyal guest base

• Continue to position Vail as a world-class, year-round destination brand

Vail Summer Strategies

• Leadership tone

• Leverage winter brand for year-round success

• World-class event and programs platform

• Continue to develop and promote Vail 360 programs

• Keep Vail relevant and top of mind

• Right person, right offer, right time

Vail Summer Strategies

• Improve % of destination and International (Mexico) guests while retaining Front Range guests

• Continue to leverage loyal customer database, partnership/program channels

• Reasons to make a decision

• Fresh, never taken for granted, always asking for the order

• Value message – But never “on sale”

• Road to 50th Anniversary

Special Events

Events - A Partnership with Marketing

• Works hand-in-hand with marketing year-round

• More than anything, Vail’s events offer further proof of our leadership proposition– The whole is greater than the sum of the parts– Continuous reasons to choose Vail this summer

• Brings brand to life by bringing activity and vitality to the streets of Vail

• Contributes to Vail’s economic vitality, guest experience and sense of community

New Events/Programs for 2011

• Father’s Day Golf Package – June 17 – 19

• Ultimate Ride & Run Pursuit Package – Aug. 18 – 21

• Diva’s Half Marathon – August 20 – 21

• USA Pro Cycling Challenge – August 25 – 26

• America’s Cup Fly Fishing Tournament – Sept. 15 – 18

• Women’s Empowerment Workshop – Sept. 15 - 18

Major Summer Events Returning in 2011

• Teva Mountain Games: June 2 - 5• Vail Farmers’ Market and Art Show: Sundays, June 19 – Sep 25 • Bud Light Hot Summer Nights Free Concerts: Tuesdays,

June 14 – Aug. 23• BRAVO! Vail Valley Music Festival: June 26 – August 3 • Vail America Days: July 3 - 5• Vail International Dance Festival: July 31 – August 13 • Vail Jazz Festival: All summer long• Vail Soul Festival: August 19 - 20• Gourmet on Gore: Labor Day Weekend, September 3 – 5• Oktoberfest: LionsHead September 9 -11 and Vail Village

September 16 - 18• Vail Restaurant Month: Sept. 19 – Oct. 16

Participatory Sporting Tournaments

• USA Judo Tournament – June 3 – 5• RMUSSA Softball – June 4 – 5• King of the Mountain Volleyball Tournament: June 17-19• Vail Lacrosse Shootout: June 25 – July 3• Vail Invitational Soccer – June 22 - 24• Kick-It 3v3 Soccer Tournament: July 29 – 31• Keen Kids Adventure Race – August 13• RMUSSA Softball – Sept. 3 – 5• Vail Valley Cup Soccer – Oct. 1 – 2• Other Lacrosse, running, biking, golf, soccer, skating, gymnastics,

hockey camps and tournaments throughout the summer

2011 SUMMER TACTICS

Vail Summer Tactics

• Destination - Streamline, enhance online efforts

• Mexico – Begin relationship for summer offerings

• Strategic Alliances – Further develop experiences, best of class brands, themes of sports, adventure, health & wellness

• Front Range – Maintain successful footprint; pulsing

• Groups – Continue strong sales effort, work closely with VRD & CSE to drive more participatory sports

• Public Relations – Generate media hits in broadcast, social media, web and print. Cross-sell summer to media during winter

Vail Summer Tactics

• Research – Lodging occupancy reports and summer event intercept study

• Email Marketing – Cross sell summer experience to winter database and focus on special

• Website : Migrate to new platform, redesign to match winter look & feel

• Nimble, nimble, nimble

Summer 2011 – Dashboard To Date

Lodging Bookings

Sales Tax Revenues

Lodging Tax Revenues Vail.com visitation

Eagle Airport

Event Attendance

Average Daily Rates

Parking

International Efforts

Thank You