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BMAC Meeting Administration Conference Room Presented by BRC

BMAC Meeting Administration Conference Room Presented by BRC. August 30, 2011. 2010-2011 Winter Recap. Winter 2010-11 Key Messages. Fourth Quarter “Breckenridge for the Holidays focused on Driving business for Dec. First Quarter “Breckenridge Events “,” $100 Cash”

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BMAC Meeting Administration Conference Room Presented by BRC

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  1. BMAC Meeting Administration Conference Room Presented by BRC August 30, 2011

  2. 2010-2011 Winter Recap

  3. Winter 2010-11 Key Messages Fourth Quarter • “Breckenridge for the Holidays focused on Driving business for Dec. First Quarter • “Breckenridge Events “,” $100 Cash” Second Quarter • “Spring Fever”

  4. Winter 2010-11 cont. Marketing Mix • National Mkts. Long Form TV, online rich media • Front Range print radios TV to support events

  5. Winter 2010-11 PR Winter Highlights: • For snow sculpture 5min TV “Live in mkt.” Marketing combined w/PR media tour (pitched by BRC) resulted in over 20 hits in markets including San Francisco, Dallas, Houston, Grand Rapids, Connecticut, Tampa, Cincinnati and others. • Notable coverage included snow sculpture in Parade (slideshow was recently chosen as an editor’s pick) and Chicago Tribune; town and resort featured in Austin-American Statesman.

  6. 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%)

  7. Top line DMO Results(Jan-April) • GoBreck.com landing page visits • 55% • Unique web visits • 48% • Group Leads/Potential Rev • 118%/120% ($80k)

  8. 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

  9. Consumer Decision Process • Awareness • Consideration • Engagement • Conversation • Retention

  10. Trends,Caveats & Assumptions • CTO focusing on TX, IL & Midwest • Mtrip: inconclusive data as of 7/31/11 • BSR vertical the frequent destination Skier, vertical markets

  11. 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

  12. Consumer Ski Shows • All shows BRC booth, Go Breck.com “Official Tourism Bureau of BRECKENRIDGE” – purchasing new 10x10 display booth, co-op with BRC lodging and ski shop partners • Boston Ski & Snow Expo 9/9-14 • Fort Lauderdale Ski & Snow Expo 9/29-10/3 • London 10/19-24 Daily Mail Ski Show • Co-op in Colorado section w/ CTO, CSCUSA, Vail Resorts and other Colorado resorts • Re-establish and develop relationships with Black Diamond Films, British Airways Snow & Rock thru marketing and PR efforts • Denver Ski & Snow Expo 11/4-6 • Chicago Event – TBD - w/ Mkt & PR

  13. Groups/Meetings and Conferences • Greens and Gold FAM trip for Mtg Planners 9/29-30 • SGMP Annual Conference, 10/7-9 • IMEX Conference in Las Vegas, Inc and Corp 10/10-13 • Team BRECK Sales Blitz, Denver, 11/2-3, Client Happy Hour in Denver at Vita Restaurant • Destination Colorado Front Range Trade Show, 12/6 • First Quarterly Newsletter out to all Meeting Planners in database early October

  14. Lighting of Breckenridge Running of the Santa’s Blue River Plaza – Additional Tree Lights Non-profit benefit (ex. Toys for Tots) Joint efforts with Arts District Events Oktoberfest • Three-Year Sponsorship with Paulaner • Attendance Goal - 40,000+ • Increase Revenue • Expanded Footprint • Additional Animation

  15. Events ULLR Fest • Theme “Forty-nine and feeling fine” • Nordic Party in town • Ullympics at Ski Area (Ski Area considering) ISSC • Invitations sent in August • Goal is 16-18 Teams • Held strategic planning meeting with TOB/BRC/Neyland • Lighting company working on site enhancements

  16. Leisure Marketing/PR Program Goals • Complement BSR winter plan (“vertical direct marketing approach to the avid skier) Makes a more comprehensive plan for Breckenridge. • Longer length of stay, higher revenue per person, per day customer possible new visitors or “fall out visitors” to return • ” Do for the destinations what the individuals Businesses can’t do for themselves.” Prospecting… the affluent traveler • Please note: This strategy will negatively effect our current metrics • Zip code reporting form lodging community

  17. Leisure Winter 2011-12 “KICK OFF” to Winter Audience • The affluent traveler who is pre-disposed to travel. Getting back to the pint of inspiration/consideration for a “winter vacation” Niches: • Family • Multi-generational family vacations, • “winter vacation” experience • Breckenridge has board & diverse variety of activities & experiences. This naturally leads to potentially wider audience who may be looking more of a “winter experience”

  18. Winter 2011-12 Cont. Horizontal Media • Travel research/resource sites, Travel Publications, lifestyle publications, In flight publications & video, Long form TV/ pre-roll, online rich media behavioral /contextual . video best tells the story Markets • National • California, Atlanta, Florida, D.C., Baltimore, Boston, northeast coast. • Regional drive & Front Range • Drive incremental business & support our main events

  19. PR Message 3 Key Pitches, concentrated focus: • “ Winter Vacation” experience not necessarily a “ski vacation”. If you have never seen snow, This is the place. • “Multi-generational family vacation” w/Luxury angle • “ Made in Breck” F&B restaurant riding on the success of the “ Indy retail’ pitch in the past • Events ISSC “Today show” & International

  20. Media Schedule and Timeline(handout)

  21. Budget Breakdown • National Mag 23% • Awareness, Credibility, Inspiration, Consideration, Recognition • Long Form TV 14% • Awareness, Credibility, Inspiration Consideration • Online BT & SEM National 48.5% • Inspiration, Research, Planning, Engagement • Promotion 1.5% • Conversion

  22. Other Opportunities Promotions • Back fill key markets & leverage past relationships with retail message • Social Media/viral campaign “Share the Snow” Ullr Fest ISSC Mardi Gras

  23. Independent Property initiative update • CRM/BSR • Promotional Lodging giveaways • Data Base acquisition • Direct Marketing Credit Card partner

  24. Other Opportunities-UK Promotions Concepts International UK • Joint Partnership with BSR/BCR • PR blogger w/ Welove2ski.com • Wholesale Promotion • Retail promotion w/HellyHansen/Blacks-TBA

  25. Wholesaler • Objective: Re-Energize brand loyalists and acquire new UK visitation. Utilize 50th Anniversary • Opportunities: HUGE Snow message, No UK Banff charters, Earlier Easter to capture more business • Top UK Wholesale Partners: Ski Independence, Ski Safari, Tui/Crystal Ski, Skiworld, Holiday World, US Ski Tours • Wholesale Partnership- Provides tracking and accountability and can see reciprocal marketing spends and PR coverage

  26. Offer: “Cash back to Breckenridge” • $300 Resort/town Credit (dependent on budgets) for 10 Night stays into any accommodations • Book by Date, Wholesalers to Provide Guest Contact info, (outside of traditional holiday time periods to encourage incremental business), easy ROI Tracking • Benefit: Provides opportunity for Town branding and PR coupled with potential Helley Hansen retail messaging • Promotional Support: Promotion RFP for marketing/PR campaigns to support the promotion. BSR Support for marketing and/or incentives

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

  28. UK PR • Joint partnership “We love 2ski” • Securing UK journalist for online blogging • Trip giveaway, winner escorted by blogger • January based around Ullr

  29. 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 Past Winter Lodging Performance (Nov-April)

  30. Suggested Winter Goals • Occupancy +1.5% • 47.7% Ave • Web Visits +25% • 384k • Unique Visitors +15% • 267k • Overall TOB Accommodations Tax Revenue +3% • 1,392,342

  31. Thank you

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