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
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March 6%, April -5%, Feb -2%
ADR (Nov-April)
– -1% overall
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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
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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

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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

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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
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
Denver Ski & Snow Expo 11/4-6
Chicago Event – TBD - w/ Mkt & PR
Groups/Meetings and
Conferences

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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
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Destination Colorado
Front Range Trade
Show, 12/6
First Quarterly
Newsletter out to all
Meeting Planners in
database early October
Events
Oktoberfest

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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
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Theme “Forty-nine and feeling fine”
Nordic Party in town
Ullympics at Ski Area (Ski Area considering)
ISSC
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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

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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
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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
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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
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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