BMAC Meeting BMAC Meeting Administration Conference RoomAdministration Conference Room

Presented by BRCPresented by BRCAugust 30, 2011August 30, 2011

2010-2011 Winter Recap

Winter 2010-11 Key Winter 2010-11 Key MessagesMessagesFourth QuarterFourth Quarter “ “Breckenridge for the Holidays focused on Driving Breckenridge for the Holidays focused on Driving

business for Dec. business for Dec.

First QuarterFirst Quarter “ “Breckenridge Events “,” $100 Cash”Breckenridge Events “,” $100 Cash”

Second QuarterSecond Quarter “ “Spring Fever”Spring Fever”

Winter 2010-11 cont.Winter 2010-11 cont.

Marketing MixMarketing Mix National Mkts.National Mkts.

Long Form TV, Long Form TV, online rich media online rich media

Front Range print Front Range print radios TV to radios TV to support eventssupport events

Winter 2010-11 PRWinter 2010-11 PR

Winter Highlights:Winter Highlights: For snow sculpture 5min TV “Live in mkt.”For snow sculpture 5min TV “Live in mkt.”

Marketing combined w/PR media tour (pitched Marketing combined w/PR media tour (pitched by BRC) resulted in over 20 hits in markets by BRC) resulted in over 20 hits in markets including San Francisco, Dallas, Houston, including San Francisco, Dallas, Houston, Grand Rapids, Connecticut, Tampa, Cincinnati Grand Rapids, Connecticut, Tampa, Cincinnati and others. and others.

Notable coverage included snow sculpture in Notable coverage included snow sculpture in Parade (slideshow was recently chosen as an Parade (slideshow was recently chosen as an editor’s pick) and editor’s pick) and Chicago TribuneChicago Tribune; town and ; town and resort featured in resort featured in Austin-AmericanAustin-American Statesman. Statesman.

Top line results

Occupancy (Nov-April)– Up 2% overall

March 6%, April -5%, Feb -2% ADR (Nov-April)

– -1% overall March 4%

Accommodations Tax (Jan-April)– 3.7% Overall (short term 5.7%)

Top line DMO Results(Jan-April)

GoBreck.com landing page visits– 55%

Unique web visits– 48%

Group Leads/Potential Rev– 118%/120% ($80k)

Key considerations from Winter 2010-11 Significant loss in Britain, Aspen

top search destination 2nd year Spring Fever, Easter April

8, 2012 Back to more traditional DMO

effort, longer term, 3-5 year plan 2012 STR-1.7% Occupancy, 6.8%

ADR, 8.6% RevPar

Consumer Decision Consumer Decision ProcessProcess

AwarenessAwareness ConsiderationConsideration EngagementEngagement ConversationConversation RetentionRetention

Trends,Caveats & Trends,Caveats & AssumptionsAssumptions

CTO focusing on TX, IL & MidwestCTO focusing on TX, IL & Midwest

Mtrip: inconclusive data as of Mtrip: inconclusive data as of 7/31/11 7/31/11

BSR vertical the frequent BSR vertical the frequent destination Skier, vertical markets destination Skier, vertical markets

2011-12 Key Winter Strategies Strengthen Breckenridge brand

– Proprietary/exclusive, brand tool kit Inspiration/consideration

– Longer lead time, prime markets individuals can not, affluent traveler

Focus on “need times” vs “protect prime seasons” with direct efforts

Enhance established events

Consumer Ski ShowsConsumer Ski Shows

All shows BRC booth, Go Breck.com “Official Tourism All shows BRC booth, Go Breck.com “Official Tourism Bureau of BRECKENRIDGE” – purchasing new 10x10 Bureau of BRECKENRIDGE” – purchasing new 10x10 display booth, co-op with BRC lodging and ski shop display booth, co-op with BRC lodging and ski shop partnerspartners

Boston Ski & Snow Expo 9/9-14Boston Ski & Snow Expo 9/9-14 Fort Lauderdale Ski & Snow Expo 9/29-10/3Fort Lauderdale Ski & Snow Expo 9/29-10/3 London 10/19-24 Daily Mail Ski ShowLondon 10/19-24 Daily Mail Ski Show

– Co-op in Colorado section w/ CTO, CSCUSA, Vail Resorts Co-op in Colorado section w/ CTO, CSCUSA, Vail Resorts and other Colorado resortsand other Colorado resorts

– Re-establish and develop relationships with Black Re-establish and develop relationships with Black Diamond Films, British Airways Snow & Rock thru Diamond Films, British Airways Snow & Rock thru marketing and PR effortsmarketing and PR efforts

Denver Ski & Snow Expo 11/4-6Denver Ski & Snow Expo 11/4-6 Chicago Event – TBD - w/ Mkt & PRChicago Event – TBD - w/ Mkt & PR

Groups/Meetings and Groups/Meetings and ConferencesConferences Greens and Gold Greens and Gold

FAM trip for Mtg FAM trip for Mtg Planners 9/29-30Planners 9/29-30

SGMP Annual SGMP Annual Conference, 10/7-9Conference, 10/7-9

IMEX Conference in IMEX Conference in Las Vegas, Inc and Las Vegas, Inc and Corp 10/10-13Corp 10/10-13

Team BRECK Sales Team BRECK Sales Blitz, Denver, 11/2-Blitz, Denver, 11/2-3, Client Happy 3, Client Happy Hour in Denver at Hour in Denver at Vita RestaurantVita Restaurant

Destination Destination Colorado Front Colorado Front Range Trade Show, Range Trade Show, 12/612/6

First Quarterly First Quarterly Newsletter out to all Newsletter out to all Meeting Planners in Meeting Planners in database early database early OctoberOctober

EventsEvents

OktoberfestOktoberfest Three-Year Sponsorship with Paulaner Three-Year Sponsorship with Paulaner Attendance Goal - 40,000+Attendance Goal - 40,000+ Increase RevenueIncrease Revenue Expanded FootprintExpanded Footprint Additional AnimationAdditional Animation

Lighting of BreckenridgeLighting of BreckenridgeRunning of the Santa’sRunning of the Santa’sBlue River Plaza – Additional Tree LightsBlue River Plaza – Additional Tree LightsNon-profit benefit (ex. Toys for Tots)Non-profit benefit (ex. Toys for Tots)Joint efforts with Arts DistrictJoint efforts with Arts District

EventsEvents

ULLR FestULLR Fest Theme “Forty-nine and feeling fine”Theme “Forty-nine and feeling fine” Nordic Party in townNordic Party in town Ullympics at Ski Area (Ski Area considering)Ullympics at Ski Area (Ski Area considering)

ISSCISSC Invitations sent in AugustInvitations sent in August Goal is 16-18 TeamsGoal is 16-18 Teams Held strategic planning meeting with Held strategic planning meeting with

TOB/BRC/NeylandTOB/BRC/Neyland Lighting company working on site enhancementsLighting company working on site enhancements

Leisure Marketing/PR Leisure Marketing/PR Program GoalsProgram Goals

Complement BSR winter plan (“vertical direct marketing Complement BSR winter plan (“vertical direct marketing approach to the avid skier) Makes a more comprehensive approach to the avid skier) Makes a more comprehensive plan for Breckenridge. plan for Breckenridge.

Longer length of stay, higher revenue per person, per day Longer length of stay, higher revenue per person, per day customer possible new visitors or “fall out visitors” to return customer possible new visitors or “fall out visitors” to return

” ” Do for the destinations what the individuals Businesses Do for the destinations what the individuals Businesses can’t do for themselvescan’t do for themselves.” Prospecting… the affluent .” Prospecting… the affluent travelertraveler

Please note: This strategy will negatively effect our current Please note: This strategy will negatively effect our current metricsmetrics

Zip code reporting form lodging communityZip code reporting form lodging community  

Leisure Winter 2011-Leisure Winter 2011-1212““KICK OFF” to WinterKICK OFF” to Winter

Audience Audience The affluent traveler who is pre-disposed to travel. The affluent traveler who is pre-disposed to travel.

Getting back to the pint of inspiration/consideration Getting back to the pint of inspiration/consideration for a “winter vacation”for a “winter vacation”

Niches: Niches: Family Family Multi-generational family vacations, Multi-generational family vacations, “ “winter vacation” experiencewinter vacation” experience Breckenridge has board & diverse variety of activities Breckenridge has board & diverse variety of activities

& experiences. This naturally leads to potentially & experiences. This naturally leads to potentially wider audience who may be looking more of a “winter wider audience who may be looking more of a “winter experience” experience”

Winter 2011-12 Cont.Winter 2011-12 Cont.  

Horizontal Media Horizontal Media Travel research/resource sites, Travel Travel research/resource sites, Travel

Publications, lifestyle publications, In flight Publications, lifestyle publications, In flight publications & video, Long form TV/ pre-roll, online publications & video, Long form TV/ pre-roll, online rich media behavioral /contextual . rich media behavioral /contextual . video best video best tells the storytells the story

MarketsMarkets NationalNational

– California, Atlanta, Florida, D.C., Baltimore, Boston, northeast California, Atlanta, Florida, D.C., Baltimore, Boston, northeast coast.coast.

Regional drive & Front RangeRegional drive & Front Range– Drive incremental business & support our main events Drive incremental business & support our main events

PR MessagePR Message

3 Key Pitches, concentrated focus:3 Key Pitches, concentrated focus: “ “ Winter Vacation” experience not Winter Vacation” experience not

necessarily a “ski vacation”. If you have necessarily a “ski vacation”. If you have never seen snow, This is the place. never seen snow, This is the place.

““Multi-generational family vacation” Multi-generational family vacation” w/Luxury anglew/Luxury angle

“ “ Made in Breck” F&B restaurant riding on Made in Breck” F&B restaurant riding on the success of the “ Indy retail’ pitch in the the success of the “ Indy retail’ pitch in the pastpast

Events ISSC Events ISSC “Today show” & International “Today show” & International

Media Schedule and Timeline (handout)

Budget BreakdownBudget Breakdown National Mag 23% National Mag 23%

– Awareness, Credibility, Inspiration, Awareness, Credibility, Inspiration, Consideration, RecognitionConsideration, Recognition

Long Form TV 14%Long Form TV 14%– Awareness, Credibility, Inspiration Awareness, Credibility, Inspiration

ConsiderationConsideration Online BT & SEM National 48.5% Online BT & SEM National 48.5%

– Inspiration, Research, Planning, EngagementInspiration, Research, Planning, Engagement Promotion 1.5%Promotion 1.5%

– Conversion Conversion

Other OpportunitiesOther OpportunitiesPromotionsPromotionsBack fill key markets & leverage past Back fill key markets & leverage past relationships with retail messagerelationships with retail messageSocial Media/viral campaignSocial Media/viral campaign

““Share the Snow”Share the Snow”

Ullr Fest Ullr Fest

ISSCISSC

Mardi GrasMardi Gras

Independent Property initiative Independent Property initiative updateupdate

CRM/BSRCRM/BSR– Promotional Lodging giveawaysPromotional Lodging giveaways– Data Base acquisitionData Base acquisition– Direct Marketing Credit Card partner Direct Marketing Credit Card partner

Other Opportunities-Other Opportunities-UK Promotions UK Promotions ConceptsConceptsInternational UKInternational UKJoint Partnership with BSR/BCRJoint Partnership with BSR/BCRPR blogger w/ Welove2ski.com PR blogger w/ Welove2ski.com Wholesale PromotionWholesale PromotionRetail promotion Retail promotion w/HellyHansen/Blacks-TBAw/HellyHansen/Blacks-TBA

WholesalerWholesaler Objective: Re-Energize brand loyalists and Objective: Re-Energize brand loyalists and

acquire new UK visitation. Utilize 50th acquire new UK visitation. Utilize 50th Anniversary Anniversary

Opportunities: HUGE Snow message, No UK Opportunities: HUGE Snow message, No UK Banff charters, Earlier Easter to capture more Banff charters, Earlier Easter to capture more businessbusiness

Top UK Wholesale Partners: Ski Independence, Top UK Wholesale Partners: Ski Independence, Ski Safari, Tui/Crystal Ski, Skiworld, Holiday Ski Safari, Tui/Crystal Ski, Skiworld, Holiday World, US Ski ToursWorld, US Ski Tours

Wholesale Partnership- Provides tracking and Wholesale Partnership- Provides tracking and accountability and can see reciprocal accountability and can see reciprocal marketing spends and PR coveragemarketing spends and PR coverage

Offer: “Cash back to Breckenridge”Offer: “Cash back to Breckenridge”– $300 Resort/town Credit (dependent on budgets) for 10 $300 Resort/town Credit (dependent on budgets) for 10

Night stays into any accommodationsNight stays into any accommodations– Book by Date, Wholesalers to Provide Guest Contact Book by Date, Wholesalers to Provide Guest Contact

info, (outside of traditional holiday time periods to info, (outside of traditional holiday time periods to encourage incremental business), easy ROI Trackingencourage incremental business), easy ROI Tracking

Benefit: Provides opportunity for Town branding Benefit: Provides opportunity for Town branding and PR coupled with potential Helley Hansen and PR coupled with potential Helley Hansen retail messagingretail messaging

Promotional Support: Promotion RFP for Promotional Support: Promotion RFP for marketing/PR campaigns to support the marketing/PR campaigns to support the promotion. BSR Support for marketing and/or promotion. BSR Support for marketing and/or incentivesincentives

Additional Considerations: Additional Considerations: Breckenridge turns 50 and wants YOU to ski or Breckenridge turns 50 and wants YOU to ski or ride for free!”ride for free!”One Free Summit Value Pass per 10 Night stay One Free Summit Value Pass per 10 Night stay into any Breck lodginginto any Breck lodgingFulfillment is done via the wholesalers Summit Fulfillment is done via the wholesalers Summit Value Pass orderingValue Pass orderingConcurrent messaging at London and Concurrent messaging at London and Birmingham Ski Shows Birmingham Ski Shows

UK PR UK PR

Joint partnership “We love 2ski”Joint partnership “We love 2ski” Securing UK journalist for online Securing UK journalist for online

bloggingblogging Trip giveaway, winner escorted by Trip giveaway, winner escorted by

bloggerblogger January based around UllrJanuary based around Ullr

Past Winter Lodging Performance (Nov-April)Winter 2009/10 Occupancy

– 46% Web Visits

– 212k Unique Visitors

– 167k Overall TOB

Accommodations Tax Collections – $1,219,003

Winter 2010/11 Occupancy

– 47% Web Visits

– 307k Unique Visitors

– 233k Overall TOB

Accommodations Tax Collections – $1,351,788

Suggested Winter Suggested Winter GoalsGoals Occupancy +1.5%

– 47.7% Ave Web Visits +25%

– 384k Unique Visitors +15%

– 267k Overall TOB Accommodations Tax

Revenue +3%– 1,392,342

Thank you