vail mountain 2010-2011 marketing leadership through innovation august, 2010 confidential

Vail Mountain 2010-2011 Marketing

Leadership Through Innovation

August, 2010

*Confidential*

• Ritz Carlton Residences, Vail

• Four Seasons Resort Vail

• Solaris Residences– Ice rink– “Bol,” restaurant/bar/bowling alley– “Cinebistro,” premium movie theatre and dining

• Recent Renovations: Manor Vail, Landmark, Sebastian (formerly Vail Plaza), Tivoli, Sonnenalp, Lions Square Lodge North

• Tavern on the Square

• New High Noon Lift (Chair #5) – high-speed quad with nearly double the capacity and half the ride time as the old

lift at just six minutesGolden Peak Snow making Enhancements

• Golden Peak race course slated to open circa Nov. 1 for Lindsey Vonn and other athletes to train for second consecutive year

Vail Mountain – What’s New

FY10 – Summary of ResultsMountain Results• SV Mix improvement; Destination gains and key international gains

- overall destination including Int’l was up- U.S. destination was up nearly back to optimal levels- Mexico/Canada increase- Australia substantial increase- SV volume suffered from early draught, but caught up strongly in March

• Front Range gains retained for the most part; but shift from overnight to day trip• Secondary revenue stream improvement

- SS and F&B increased- new products generally got traction, un-refreshed products did not

Lodging Results • Generally, mTrip data shows improvement versus 2008/2009 with some margin pressure but not

substantive; RevPar is trending back up• Central Reservations (VBCR) finished strong

Marketing Results• SEM was strong, display less so• Use of video was a driver; Snow reporting, brand, etc.• Vail’s social media footprint gained strongly • Use of events as a ‘platform’ drove visitation/occupancy (i.e. Snow Daze = + 12% YOY)• Guest Sat. on target in spite of challenging weather• Return to Core Brand position reminded guests why Vail mattered, underscored the value

proposition, and allowed for a unifying thread across communications; internal and external• Tactical energy within a simple and tightly focused strategy, a disciplined pulsing cadence drove

results in the tough environment

FY11 – Plan Summary • Increase skier visits by driving overall destination visits

- out-of-state (on top of FY10’s improvement) - international growth - significant- maintain Front Range visits

• Richer mix will drive revenue increases • Continued media mix shift from offline to online• Increased investment and expansion in events to help fill

in challenging calendar• Maintain pulsing cadence and flexibility • Maintain heavy commitment to upsell plan in order to

drive revenue increases• Commitment to achieving NPS objectives• Continue to elevate social/digital scope

Marketing Objectives

Corporate Goals

• Increase skier visits

• Increase revenue per customer

• Achieve optimal strength and brand leadership, including solidifying the portfolio strategy

• Improve revenue stability & consistency

• Achieve digital leadership in the travel industry

Marketing Objectives

Corporate Goals

• Increase skier visits

• Increase revenue per customer

• Achieve optimal strength and brand leadership, including solidifying the portfolio strategy

• Improve revenue stability & consistency

• Achieve digital leadership in the travel industry

Vail Mountain Objectives

• Increase overall skier visits by xx%– Increase out-of-state skier visits by xx%– Increase international skier visits by xx%– Maintain Front Range skier visits

• Increase revenue per skier: – ETP xx%– Ski School xx%– F&B xx%

• Establish Vail’s brand as an industry leader• Achieve digital media metrics:

- 2x increase in content consumption- 20% increase in display/SEM ROI - 10% increase in conversion rates

• Achieve NPS goal

Innovation - New Initiatives• :30 TV in Warren Miller Pre-Roll

- Extended into National social media promotion - Leverage in key metro markets (NY, Chi, LA)

• Heart Of Vail – serial content platform

- Vail.com, social channels; authentic, compelling, unique, fresh

• Continuing innovative use of video in the digital domain

- Targeted by audience/platform

• Snow triggered media innovation

• New family Christmas event

- Vail: Destination December Campaign

• International focus: digital, events, promotion, language localization, exclusive packages, in country promotion

• New Home Page; clarity, video, Int’l, Social access, content refresh strategy

• Begin road to Vail’s 50th Anniversary; film investment, CO Museum integration etc.

Goal 1: Increase Skier Visits Continue focus on destination customer; Front Range only associated with specific events Greater focus on key MSA’s and/or states; Big 4 plus other key markets Select focus on Int’l growth; Mexico/Latin America and Canada; B2C and B2B; Australia B2B Leverage Air, EPIC, Snow, Lodging Process

Key Strategies - Summary


Goal 2: Increase Revenue/customer Improve skier mix Continue successful saturation strategy Leverage Game Creek Restaurant & F&B research Aggressive Concierge channel focus: education, training and incentives Continue successful signage additions; possibility of bi-lingual initiatives



Goal 2: Increase Revenue/customer Continue successful saturation strategy Leverage Game Creek Restaurant & F&B research Aggressive Concierge channel focus: education, training and incentives Continue successful signage additions; possibility of bi-lingual initiatives

Goal 3: Achieve Brand Leadership Addition of research, tracking and benchmark/objective metrics Continue disproportionate commitment to video production and usage Continue commitment to event strategy; ubiquity, production values, overall quality Continue to NOT distress the brand





Goal 4: Continuously improve our digital and social media leadership Develop integrated social media strategy with Vail.com at the center; including adding YouTube Launch new Home Page Successfully launch Heart of Vail Segment targeting: Add FB Spanish language dimension, terrain park tab, and Heart of Vail Commitment to exceptional content; video especially Successfully integrate ‘EPIC MIX’a, new Buzz.snow.com into the Vail platform





Goal 4: Continuously improve our digital and social media leadership Develop integrated social media strategy with Vail.com at the center; including adding YouTube Launch new Home Page Successfully launch Heart of Vail Segment targeting: Add international content, terrain park tab, and Heart of Vail Commitment to exceptional content; video especially Successfully integrate ‘EPIC MIX, new Buzz.snow.com into the Vail platform

Continue focus on overall resort guest sat Continue to invest in guest facing, in town/on mountain brand events Invest in base area signage initiatives Infuse guest sat look/feel/tone into all social initiatives

Goal 5: Achieve NPS of 86


Nov Dec Jan Feb March April

Opening Day Christmas Presidents Day Carnival EasterFriday 11/19 Saturday 12/25 Monday 2/21 Tuesday 3/8 Sunday 4/24

Semana Santa4/15 - 4/24

Spring Breaks 3/5 – 4/11

2010 Holiday Calendar2010 Promotional/Holiday Calendar





SnowDaze

ChristmasFamily Festival

TBD – On MtnEvent

Carnivail Spring BackTo Vail






SnowDaze

ChristmasFamily Festival

TBD – On MtnEvent

Carnivail Spring BackTo Vail

Supported by National Campaign

Vail: Destination December


Australian B2B Campaign

Jan 26 = Australia Day Promo

Mexico/Canada Campaign

Special April Campaign

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 personal challenge, whether it’s the 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.

Tagline: Vail Like nothing on earth

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 personal challenge, whether it’s the 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.


Summer

For passionate mountain travelers and outdoor adventurers, Vail in summer is the preferred destination for those 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 mountain 2010-2011 marketing leadership through innovation august, 2010 *confidential*

Documents

vail mountain 2010-2011 marketing leadership through innovation august, 2010 confidential