1 / 36

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”

tareq
Download Presentation

BMAC Meeting Administration Conference Room Presented by BRC

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related