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Breckenridge Resort Chamber, draft 2

Breckenridge Resort Chamber, draft 2. Presented to Marketing Committee May 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….

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Breckenridge Resort Chamber, draft 2

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  1. Breckenridge Resort Chamber, draft 2 Presented to Marketing Committee May 20, 2010 Confidential Breckenridge Resort Chamber only

  2. 2009 Highlights Sales “Pinnacle Award” and “Best of 2009” Increased consumer shows Publications Official Vacation Planner Official Town Guide Official Meeting + Wedding Guide

  3. 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

  4. 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”

  5. 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%)

  6. 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%

  7. 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

  8. BRC 2009-10 Winter Objectives Hold market share Fortify key season to maximize return Continue to leverage BSR plan Opportunistic and flexible Integrating PR with media plan Maximize on visitor spend Deepen partnerships - CTO, Visit Denver Focus heavier in new media/Web enhancement Focus on Central Reservations Brand refinement Confidential Breckenridge Resort Chamber only

  9. 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 Resort Chamber only

  10. 2010 Travel Outlook-CTO Economy 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 months Confidential Breckenridge Resort Chamber only

  11. 2010 Travel Outlook-BRC Air 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 Resort Chamber only

  12. Summer 10’ Trends • Continuation of closer in bookings, decrease in advance reservations, shorter stays • Invasive pricing from high end competition • Erratic booking patterns • Competition among other vacation destinations • $5M reduction in CTO funding • Increased Breckenridge accommodations • “Voluntourism,” learning vacations, arts & culture Confidential Breckenridge Resort Chamber only

  13. Summer Occupancy Forecast As of April 30, 2010 • Summer Occupancy was pacing up 5%, ADR up 4%, RevPar up 8% • June -14%, ADR +11%, RevPar -5% • July -2%, ADR +6%, RevPar +4% • August +39%, ADR -1%, RevPar +37% • MTRiP Aggregate Summer trends • June -10%, ADR +3% • July +13%, ADR +7% • August +8%, ADR -1% Confidential Breckenridge Resort Chamber only

  14. Overlaying Strategy • Hold market share • Moving Breckenridge brand to the point of inspiration • 60-90 days with a retail message • National exposure to maintain brand awareness • Occupying “the Valleys” • Cen. Res Specific Brand Confidential Breckenridge Resort Chamber only

  15. THE MAIN MESSAGE & FEELINGWE WANT TO COMMUNICATE • In a world of resort destinations, Breckenridge stands alone as an authentic town that lets you kick-it-up or kick back, whatever your mood • PERSONALITY: • We are: Real, approachable, interesting, fun-loving, historic, hip, forward thinking • We are not: Glitzy, big attitudes, box stores and fast food Be it, don’t say it. Confidential Breckenridge Resort Chamber only

  16. Marketing Advertising, Electronic, Web

  17. Marketing Objectives • Building the Brand of Breckenridge point of inspiration and at the time consideration • Drive demand for the destination & build top of the mind awareness during lower compression times • Regain market share in California, Florida and International Markets • Develop opportunities to find “Our People” • Partnerships, promotions, SEM • Grow Web traffic and time onsite, Opt-In Database , bookings and analytics

  18. Overlaying Strategies Hold Market Share Brand retailing message Cen. Res. specific Branding Integrated Marketing, PR, Events and Sales efforts

  19. Seasonal Strategies • Fall 2010 • PR winter package pitches • Consumer ski shows • Additional Holiday Animation • Winter 2011 • PR event specific pitches • Marketing to support Events & Creating demand for mid season packages • Meeting planner trade shows

  20. Seasonal Objectives • Summer 2011 • PR activities & packages pitches • Marketing Stimulating interest in Breck Summer • Marketing Supporting for Key Events • Wedding, Reunion and “City Wides”

  21. Winter Campaign Examples Partnerships: click on links below: Online Flash http://focal55.com/breckenridge_resort_chamber/20percent.htmlhttp://focal55.com/breckenridge_resort_chamber/index.htmlhttp://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 Resort Chamber only

  22. 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)

  23. 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

  24. Media Plan (Handout)

  25. Marketing Measurements

  26. Communications

  27. 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...

  28. 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

  29. 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

  30. 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

  31. 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

  32. Group & Leisure Sales

  33. 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

  34. 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

  35. 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

  36. 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

  37. 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

  38. Director of SalesResponsibilities Trade Shows Conference And Group Services Database Account Maint. DOS Sales Marketing

  39. Annual Performance Measures Number of Leads Generated

  40. Number of Client Contacts Made by Director of Sales

  41. 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)

  42. Potential Tradeshows and Memberships

  43. 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

  44. 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

  45. 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

  46. 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

  47. 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

  48. 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”

  49. 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

  50. 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

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