confidential breckenridge resort chamber only breckenridge resort chamber, draft 2 presented to...
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Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
Breckenridge Resort Breckenridge Resort Chamber, draft 2Chamber, draft 2
Presented to Marketing CommitteePresented to Marketing CommitteeMay 20, 2010May 20, 2010
2009 Highlights
Sales• “Pinnacle Award” and “Best of 2009”• Increased consumer shows
Publications• Official Vacation Planner• Official Town Guide• Official Meeting + Wedding Guide
2009 Highlights cont…
Advertising and Promotions• Brand and advertising refinement• Marketing focus
“peak” vs “shoulder” “repeat” vs “new customer” “direct response” vs “point of consideration”
• Stronger electronic media Behavioral, content/video segments
• Building database• Re-launch of Web site
2009 Highlights cont…
Public Relations• Video News releases• New York, Houston PR missions• Radio and satellite media tours
Special Events• Enhanced current events• New “Breck Bike Week”
2009 Highlights cont…
Membership• Held membership• Après ski promotions
Welcome Center• Reconfiguration of brochure racks
Central Reservations• Boosted incremental revenue streams• Reduced staff levels and operating costs
(40%)
Key Indicators
↓ Sales, Cen Res, Sponsorships- down↔ Web site-1,601,806 page views↔ BRC Membership-403↑ Subscriber Database-up 45%↑ PR Advertising Equivalency-up 27%↑ Special Event Attendance-up 1%↑ Welcome Center Attendance-up 8%↑ Market Share-up 3%
Recap of Winter 2009-10 Objective
• Hold market share, improve December occupancy, build momentum
Message• Quaint Victorian Holidays, strong “value”
Key Markets• Chicago, Dallas, Houston, KC, St. Louis, Atlanta, Denver
Media• Radio, online, print, long form TV, satellite and radio tour
Additional• Increased holiday and spring animation
BRC 2009-10 Winter ObjectivesBRC 2009-10 Winter Objectives
Hold market shareHold market share Fortify key season to maximize returnFortify key season to maximize return Continue to leverage BSR planContinue to leverage BSR plan Opportunistic and flexibleOpportunistic and flexible Integrating PR with media planIntegrating PR with media plan Maximize on visitor spend Maximize on visitor spend Deepen partnerships - CTO, Visit DenverDeepen partnerships - CTO, Visit Denver Focus heavier in new media/Web Focus heavier in new media/Web
enhancementenhancement Focus on Central ReservationsFocus on Central Reservations Brand refinementBrand refinement
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
2010 Travel Outlook-CTO
International ATA suggesting another in-bound decline in 2010 after
10.5% decreases in 2009 Outbound U.S. air capacities reduced by 5% for 2010
Domestic Early data is suggesting slow travel recovery in U.S. Domestic Jan/Feb travel was 2.2% ahead of 2009 but still
7.7% under 2007 levels Domestic hotel occupancy in January was 0.4% below 2009,
still 12.6% below 2007 Overall pricing still 15-20% below 2007 levels and lagging
other retail sectors
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
2010 Travel Outlook-CTOEconomy improving Household Net Worth up 15% from December 2008 Consumer confidence has risen four consecutive months Employment numbers reported on April 2 exceeded expectations
(growth of 162,000 jobs)
Spring/Summer travel showing signs of strength Air bookings for Spring Break appear projected to finish 4% ahead of
2009 American Airlines and Southwest both adding route capacity for
summer period versus 2009 USTIA now forecasting 4.7% spending increases on summer leisure
travel versus 2009
Group travel still weak Recent MMG poll of travel executives pegs recovery in 1Q 2011 Traditional group hotels have inverted group/transient business mix
in last 12 monthsConfidential Breckenridge Confidential Breckenridge
Resort Chamber onlyResort Chamber only
2010 Travel Outlook-BRCAir travel IATA expected passenger demand to grow by 5.6% ADVITO expect loads to increase 4.5% regional, Latin America 5%
intercontinental ATA VP/Chief economist observes steady upward trend in
bookings, including premium seating for business customers
National Lodging PKF predicting +1.2% supply, +1.2% demand, +.1% occupancy, -
1.4% ADR, -1.1% RevPAR Most of 2010 demand in 1st qtr 35% loss in lodging profitability in 2009, profitability predicted in
2011
Other indicators Job demand improving 1st qtr Texas, 4th qtr Denver Warmer than average temperatures for Texas/Oklahoma in June
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
Summer 10’ TrendsSummer 10’ Trends
Continuation of closer in bookings, decrease in Continuation of closer in bookings, decrease in advance reservations, shorter stays advance reservations, shorter stays
Invasive pricing from high end competitionInvasive pricing from high end competition Erratic booking patterns Erratic booking patterns Competition among other vacation destinationsCompetition among other vacation destinations $5M reduction in CTO funding$5M reduction in CTO funding Increased Breckenridge accommodations Increased Breckenridge accommodations ““Voluntourism,” learning vacations, arts & cultureVoluntourism,” learning vacations, arts & culture
Summer Occupancy ForecastSummer Occupancy Forecast
As of April 30, 2010 As of April 30, 2010 Summer Occupancy was pacing up 5%, ADR up Summer Occupancy was pacing up 5%, ADR up
4%, RevPar up 8%4%, RevPar up 8%• June -14%, ADR +11%, RevPar -5%June -14%, ADR +11%, RevPar -5%• July -2%, ADR +6%, RevPar +4%July -2%, ADR +6%, RevPar +4%• August +39%, ADR -1%, RevPar +37%August +39%, ADR -1%, RevPar +37%
MTRiP Aggregate Summer trendsMTRiP Aggregate Summer trends• June -10%, ADR +3%June -10%, ADR +3%• July +13%, ADR +7%July +13%, ADR +7%• August +8%, ADR -1%August +8%, ADR -1%
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
Overlaying StrategyOverlaying Strategy Hold market shareHold market share Moving Breckenridge brand to the Moving Breckenridge brand to the
point of inspiration point of inspiration 60-90 days with a retail message60-90 days with a retail message National exposure to maintain brand National exposure to maintain brand
awarenessawareness Occupying “the Valleys”Occupying “the Valleys” Cen. Res Specific Brand Cen. Res Specific Brand
THE MAIN MESSAGE & FEELINGTHE MAIN MESSAGE & FEELINGWE WANT TO COMMUNICATEWE WANT TO COMMUNICATE
In a world of resort destinations, Breckenridge In a world of resort destinations, Breckenridge stands alone as an authentic town that lets you stands alone as an authentic town that lets you kick-it-up or kick back, whatever your moodkick-it-up or kick back, whatever your mood
PERSONALITY:PERSONALITY:• We are: We are: Real, approachable, interesting, fun-Real, approachable, interesting, fun-
loving, historic, hip, forward thinkingloving, historic, hip, forward thinking• We are not: We are not: Glitzy, big attitudes, box stores Glitzy, big attitudes, box stores
and fast foodand fast food
Be it, don’t say it. Be it, don’t say it.
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
Marketing
Advertising, Electronic, Web
Marketing ObjectivesMarketing Objectives
Building the Brand of Breckenridge point of Building the Brand of Breckenridge point of inspiration and at the time consideration inspiration and at the time consideration
Drive demand for the destination & build top of Drive demand for the destination & build top of the mind awareness during lower compression the mind awareness during lower compression times times
Regain market share in California, Florida and Regain market share in California, Florida and International MarketsInternational Markets
Develop opportunities to find “Our People”Develop opportunities to find “Our People”• Partnerships, promotions, SEM Partnerships, promotions, SEM
Grow Web traffic and time onsite, Opt-In Grow Web traffic and time onsite, Opt-In Database , bookings and analyticsDatabase , bookings and analytics
Overlaying Strategies Overlaying Strategies
Hold Market ShareHold Market Share Brand retailing messageBrand retailing message Cen. Res. specific BrandingCen. Res. specific Branding Integrated Marketing, PR, Events and Integrated Marketing, PR, Events and
Sales effortsSales efforts
Seasonal StrategiesSeasonal Strategies
Fall 2010Fall 2010• PR winter package pitchesPR winter package pitches• Consumer ski showsConsumer ski shows• Additional Holiday AnimationAdditional Holiday Animation
Winter 2011Winter 2011• PR event specific pitchesPR event specific pitches• Marketing to support Events & Marketing to support Events &
Creating demand for mid season Creating demand for mid season packagespackages
• Meeting planner trade shows Meeting planner trade shows
Seasonal ObjectivesSeasonal Objectives
Summer 2011Summer 2011• PR activities & packages pitchesPR activities & packages pitches• Marketing Stimulating interest in Breck Marketing Stimulating interest in Breck
SummerSummer• Marketing Supporting for Key EventsMarketing Supporting for Key Events• Wedding, Reunion and “City Wides”Wedding, Reunion and “City Wides”
Winter Campaign Examples
Partnerships:
click on links below:Online Flash http://focal55.com/breckenridge_resort_chamber/20percent.html
http://focal55.com/breckenridge_resort_chamber/index.html http://focal55.com/breckenridge_resort_chamber/go-break.html
Rich Media http://spongecell.com/api/widgets/226836/test.html?n=breckenridge-300x250
http://www.videoegg.com/ad-preview/?size=300X250&adsize=300X250&ccid=16225
Public Relations http://www.khou.com/great-day/gdh_091204_seg3_breckenridge-78528907.html
Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only
Outcome
Gain in December occupancy/RevPar• Sept occ. -16%, RevPar -33%• Dec occ. -3%, RevPar -11%
1.9% gain in December market share Winter occupancy -12%, ended +4% RevPar behind -27%, ended -2% Market share +3.9% (Dec-March)
Preview of Summer 2010 National Branding
• Travel classifieds-Sunset, Travel and Leisure• Long form TV• Media tour
National Online• Behavioral /contextual targeting• Video banners
National/Tour and Travel/Front Range• Billboard I-70
Front Range (Supporting Events)• Television• Radio
Media PlanMedia Plan
(Handout)
Marketing Measurements
2009 Actual
2010 Goals
09 vs 10
Page Visits
1,100,000 1,200,000 +18%
Unique Visits
N/A 500,000 N/A
Database
61,144 85,000 +39%
Communications
Communications 2009 Highlights
Breck 150 PR Efforts FAM Trips: UK, Bike Week, Breck150, Oktoberfest Traveled to NYC: New York Times Travel Show Partnered with the CTO on Houston NBC and ABC
interviews promoting summer Supported marketing strategies with spring break
and holiday initiatives New Media: Managed BRC Twitter account 2009 Coverage Highlights: Outside Magazine, Go
Magazine, Dallas Morning News, USA Today, Travel Channel, Weather Chanel, BudgetTravel.com, VeloNews.com...
PR Measurement
Measurement Objective: Refining results, analyzing best practices and revising indicators
Strategies: Following industry standards and best practices use by the CTO
Tactics• Beginning 1/1/10 PR will only measure clips the department directly
worked on as opposed to all clips mentioning Breckenridge • Change in measurement will reflect about a 50% decrease in ad
value and impressions• Total media assisted will be measured by any journalist PR has had
any kind of touch point with either in-person, via phone or via email
PR Projections and AccomplishmentsTotal Media Assisted Ad Value Impressions
2010 Goals 350 $15,000,000 150,000,0002009 Actuals 322 $32,639,842 391,695,2802008 Actuals 307 $23,872,896 279,639,842
Communications Objectives
• Drive awareness and demand for Breckenridge and its segmented products and niches
Strategies• Reinforce marketing, sales and events objectives• Proactively pitch and host new journalists in
Breckenridge• Less focus on “busy” seasons (Spring Break &
Christmas)• Drive content that highlights our uniqueness in the arts
and outdoors• Maintain, improve and leverage partnerships• Stronger focus on community relations
Communications cont… Tactics
• Support marketing with long form partnership, targeted cities and subject matter
• Media related trade shows and sales events • Familiarization trips during summer and non-busy
seasons• Strategic pitching geared toward media trends
(“voluntourism,” culinary and learning vacations)• Freshening story angles for signature events• Joint media missions and hosting with CTO, BSR and
surrounding destinations• Retain Hula Communications to pitch more stories to
longer lead and larger outlets• Local media invites to BRC events and strategic
community releases
Sample 2010 Media Pitches
Bike Breck’s mining-flumes-turned-singletrack and downright dirty “voluntourism”
Learn to be an artist in Breckenridge Breck celebrates indie chefs and
restaurants that dominate town Bring a block of CO snow to NYC and
have Team Breck show the city how snow sculpting is done
Group & Leisure Sales
Group Research Highlights
Industry experienced 20% decrease, attendance down by 10%
Booking trends have become very close in, a few weeks out in many cases as opposed to months or years
Buyers market for groups and meetings, groups demanding flexibility or elimination of cancellation and attrition clauses, and seeking value added incentives.
Planners foresee continued outsourcing of the meetings business and continued growth of third party planners
Meetings being held locally or closer to home, and avoiding perception of “Resort” destinations and properties
Research for travel and meetings predominantly on internet and the elimination of printed materials
Increased focus on green meetings and green facilities
Sales Highlights Integrated database, Salesforce to be customized and
utilized Memberships and active participation in Meetings Industry
organizations in Front range to be used for greater CVB exposure and increased number of meetings leads
Strengthening of partnerships with lodging partners and increasing co-op opportunities for tradeshows and advertising
Redesign of web-site for meetings and weddings optimizing search results and improving navigational components
Convention Services to be offered to groups with the assistance of BRC Ambassadors Hospitality Committee
FAM Trips held with meeting planners during Town Events Work closely with town departments to form “Local
Committee” to ease the process of booking city wide meetings and events and enhance rebooking of events
Preliminary Group Marketing Strategies 2010
Web redesign to improve navigation and search results Opportunistic Buys and Media Production (Successful
Meetings, One+ MPI, Colorado Meetings & Events Magazine) Research Opportunities for ad placement to increase weddings Eblast strategies (Successful Meetings, MPI, Destination
Colorado) value added for purchase of advertisements Eblast campaigns utilizing Salesforce database to meeting
planners, group leaders, and travel agents Targeted print advertising and Directory listings in key
markets and industry associations (Denver, Colorado Springs, Chicago, TX) to include co-op as well
Eblast Strategy for 2010
2 E-blasts to 5000 meeting planners through Successful Meetings ad buy
Quick Hits monthly eblasts to meeting planner database thru Destination Colorado
Email campaigns to contacts in targeted cities prior to trade shows
Email campaigns clients in front range prior to sales blitz and client appreciation event
Eblasts to travel agents with consumer and trade seasonal specials, plus wedding season ticklers
Quarterly eNewsletter to entire database
Sales Market Conditions – Caveats
Further adjustments to market segment focus to maximize effectiveness on highly productive segments while continuing efforts in developing markets and segments
Ensure balanced focus across all property types and markets
Engage and support partners of the BRC and those considering joining the BRC
Maximize effectiveness of and productivity from Meeting Planner portion of BCVB website
Develop Weddings Page for the BCVB website Maximize utilization and effectiveness of SalesForce to
enhance Partner and client experience
Director of SalesResponsibilities
ConferenceAnd GroupServices
SalesMarketing
DatabaseAccountMaint.
Trade Shows
DOS
Annual Performance Measures Number of Leads Generated
MARKET 2009 2010 % inc
Corporate 21 28 33%
Association 7 10 43%
SMERF 28 32 14%
Weddings 36 40 11%
TOTALS 92 110 20%
Number of Client Contacts Made by Director of Sales
Action Item Monthly Annually
Phone calls/Emails 150 1,800
Sales Call Visitations 3-4 40
Industry Meeting Contacts 10 120
Group Servicing 1-2 12-20
FAM Tripsn/a 3
Client Events n/a 2
Tradeshow Highlights
Review and Evaluate show participation across all segments and geographic territories to extent deserved by each category (09 in parenthesis)
Meeting Industry Shows – 8 (2) Consumer Ski Shows – 5 (10) Consumer Golf and Wedding – 2 (1)
Potential Tradeshows and Memberships
Tradeshows
MIC- Meetings Industry CouncilDest Colo Front Range Trade Show
Holiday Showcase Chicago Co Soc of Assn Execs Annual Conf
Soc of Govt Mtg Prof Annual Successful Mtgs Univ TradeShow
MPI SummitInc. Research Foundation
London Ski ShowDenver Ski Expo
ChicagoFlorida
Denver Golf EXPOBridal Expo
Memberships
MPI – Rcky Mtn ChapterSGMP – Rcky Mtn ChapterCSAE – Rcky Mtn Chapter
Destination ColoradoNTA
Blitzes, Fams and Client Events
Denver Front Range Sales Blitz co-op with BRC partners Client Appreciation Event in Denver to wrap-up blitz, co-op
with BRC partners Dallas Sales Blitz to targeted clients both meeting, and ski
group in conjunction with BRC partners Client Appreciation Event in Dallas to wrap-up blitz, co-op
with BRC partners Meeting Planner FAM trip with 12 planners to be held during
Kingdom Days, June 18-20 with assistance of BRC partners Meeting Planner FAM trip to follow the Successful Meetings
Univ. trade show in Denver in July with assistance from BRC partners
“Greens and Golds” FAM in the fall for 16 planners including golf with assistance of BRC partners
Blitz, Fam, Sponsorship Highlights
Fall Folliage FAM – Greens and Golds with
meeting planners with assistance of BRC partners MPI Networking Event in August showcasing
Breckenridge as a family friendly destination, 2 night, 3 days with assistance from BRC partners
Working on winning bid to host annual MPI/PCMA Client Appreciation Golf Tournament with approx. 75 planners in attendance
Conference Services Define processes and services to include: Work with clients from lead generation through site visits,
selection, welcome receptions, and on-site events to build relationships and increase repeat business
Outreach to BRC Ambassadors for assistance with groups on-site as well as during site visits and FAM trips
Establish a convention calendar available for members on our website and to be sent via email
Offer promotional materials and support to clients to increase their attendance and improve guest experience
Represent the BRC/BCVB on Local Committee with town members for citywide groups
Work closely with TOB on existing citywides to help grow the event and establish Breckenridge as event home
Special Events
Objectives• Create well-produced and intriguing
events to help drive the destination and Front Range markets
• Continue to work with the town to elevate the animation of the town
• Improved events for greater impact and revenue
Special Events
Key Events• Ullr Fest, 14.5k attending in Jan.• Snow Sculptures, 34k attending in Jan.• Mardi Gras, 9k attending in Feb. or
March• Kingdom Days, 9.5k attending in June• 4th of July, 18k attending• Oktoberfest, 29k attending in
September
Special Events
Strategy & Tactics• Review key impact times, working with
staff and key stakeholders for full feedback
• Monitor event inconvenience vs benefits of events in relation to businesses, traffic and pedestrian impacts
• Continue adding elements to our events that reinforce the Breckenridge brand
Stay true to the “Real Town”
Special Events
Strategy & Tactics (continued)• Enhancement to the events in order for them
to stay fresh to repeat guests Ullr brand development and greater depth Greater opportunities for Snow Sculptures Evolve Mardi Gras weekend formula of events Revisit the “heritage” of Kingdom Days Further establish Bike Week Add more European authenticity to Oktoberfest
Sponsorships
Objectives• Re-develop the event sponsorship
program into a strong research and strategic alliance partnership
• Incorporate assets from across the various departments to further enhance proposals and offerings
Sponsorships
Key Event Sponsorship / Income Goals• Ullr Fest $10,000 / $ 2,300• Snow Sculptures $35,000 / $ 40,000• Mardi Gras $ 4,500 / $ 4,500• 4th of July, $ 6,500 / $ 2,500• Oktoberfest $30,000 / $222,000• Lighting of Breck. $ 1,500 / $ 0• Miscellaneous Inc. $ 1,200
Totals $87,500 / $272,500
Sponsorships
Strategy & Tactics• Develop strategic alliance programs
that will generate greater value for both the sponsors and the event / facility
• Expand sponsor programs for local businesses to grow their event exposure and opportunities
• Continue cost saving efforts
Membership Develop membership/prospective membership education
about what the Chamber does in Town and for the Town Research possible benefits and incentives to enhance and
increase membership Form Retail Committee to work more effectively with the
Main Street merchants and drive business to Main Street Work with Group Sales to increase opportunities for the
members with incoming groups Create a better Membership presence on the gobreck.com
website Continue e-blasts to promote communication with members
Welcome Center Work with Events and Marketing Departments to create
merchandising and sponsorship opportunities at the Welcome Center
Develop ideas to use the video monitor in the Welcome Center to cross market the Town and benefit Membership
Develop revenue streams for the Welcome Center Work on signage/lighting to attract visitors to the Welcome
Center Work on displays in the Welcome Center to increase visitor
awareness of events and happenings in Town. Develop materials to distribute that will increase awareness
and usage of the Welcome Center facilities for both residents and visitors
Continue to develop best practice protocols and training for the Welcome Center staff
Develop recording tools for data collected