Transcript Title
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”
Second Quarter
“Spring Fever”
Winter 2010-11 cont.
Marketing Mix
National Mkts.
Long Form TV, online
rich media
Front Range print
radios TV to support
events
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.
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
Process
Awareness
Consideration
Engagement
Conversation
Retention
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
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 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
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
Events
Oktoberfest
Three-Year Sponsorship with Paulaner
Attendance Goal - 40,000+
Increase Revenue
Expanded Footprint
Additional Animation
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
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
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
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”
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
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
Media Schedule
and Timeline
(handout)
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
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
Independent Property initiative update
CRM/BSR
– Promotional Lodging giveaways
– Data Base acquisition
– Direct Marketing Credit Card partner
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
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
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
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
UK PR
Joint partnership “We love 2ski”
Securing UK journalist for online
blogging
Trip giveaway, winner escorted by
blogger
January based around Ullr
Past Winter Lodging
Performance (Nov-April)
Winter 2009/10
Occupancy
Winter 2010/11
Occupancy
– 46%
Web Visits
– 47%
– 212k
Unique Visitors
– 307k
– 167k
Overall TOB
Accommodations Tax
Collections
– $1,219,003
Web Visits
Unique Visitors
– 233k
Overall TOB
Accommodations Tax
Collections
– $1,351,788
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
Thank you