VLMD SUMMER EVENTS/PARTNERSHIP MARKETING & PR SUMMIT March 1, 2012

AGENDA Introductions VLMD Summer 2012 Objectives & Strategies VLMD Summer 2012 Tactics Leveraging Efforts & Assets

VLMD PURPOSE & MISSION The Vail Local Marketing District (VLMD) is the administrative body responsible for marketing the spring, summer and fall season on behalf of the Town of Vail. The mission of the Vail Local Marketing District (VLMD) is to market and promote Vail to attract destination overnight visitors primarily during the May – October time frame, creating economic vitality by increasing both the visitor base and sales tax revenues. The VLMD has committed to the strategy of supporting the world-class event platform and is allocating summer marketing initiatives accordingly. -

SUMMER 2012 BRAND RESEARCH

BRAND RESEARCH – KEY FINDINGS Mountain summer vacations are almost always booked by the individual directly with the resort. Booking the vacation a la carte is preferred, few purchase bundled packages Most visitors have vacationed at Vail in previous summers, although cross-seasonal visits are less likely Preferred activities at destination of choice include hiking, shopping and enjoying a culinary experience. Vail is among the top summer destinations with strong total brand awareness: #1 with Colorado guests; #3 with destination guests Vail must focus on increasing conversion 5

BRAND FUNNEL – BURKE RESEARCH Out of Region Travelers – Summer 2011 % Aware % Most Likely Next Conversion (Aware to Consider) Conversion (Aware to Consider) AspenVail Beaver Creek Brecken- ridge KeystoneHeavenly Conversion (Consider to Recent) Conversion (Consider to Recent) % Consider % Most Recent 26%22%9%22%13%4% 6%2%8%4%0% 8%4%2%6%2%0% 96%89%54%86%65%30% (n=249)

SUMMER 2012 OBJECTIVES & STRATEGIES

TOWN COUNCIL MARKETING GOALS Improving economic vitality Embracing an international focus in our destination strategy – flights, events, marketing Improving the quality of group business Being proactive in our event partnerships Advancing well-being Improving the quality of the resort experience and ensuring we are on the cutting edge of technology

VLMD 2012 MARKETING OBJECTIVES Maintain/build brand strength – continue to build long term brand awareness that drives short term sales and position Vail as a world-class, year-round destination brand Solidify growth gains from FY11 Increase volume – optimize mix Invigorate key destination markets Solidify Mexico Improve/maintain guest satisfaction scores Improve summer position to the industry leader in digital presence Introduce concept of Vail’s 50 th Anniversary

SUMMER 2012 STRATEGIES Support a world-class infrastructure enabling the physical, emotional and cultural pursuits of guest passions Improve % of Destination and Mexico/Latin American guests while retaining Front Range guests (optimize mix) Focus on leveraging powerful brand awareness with increased emphasis on product offerings Increase conversion - reason to believe followed by reasons to choose Vail, return more than once, stay longer, repeat visit Emphasize product offerings/proof points while leveraging brand “Value” Message of summer

SUMMER 2012 STRATEGIES Maximize high traffic periods, optimize off peak periods Groups, events, programs Continue pulsing strategy by making Vail top of mind Promote world-class event platform Continue to leverage the loyal customer database Continuous improvement of service initiatives Continue to develop Vail’s brand platform in non-traditional and emerging sectors Leverage Vail Resorts Success in Winter Introduce notion of Vail’s 50th

BRAND POSITIONING

TARGET AUDIENCE Emotional connection between destination and guest - well-traveled, they value rich experiences - sense of adventure, challenge - participants, not spectators - edgy perception Identifies our target in an emotional manner – behavior and beliefs rather than the traditional drivers: geography, income Not so much about the what, but about the who

VAIL BRAND POSITIONING Winter For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and singularity of man against nature, or the Esprit d’ Corps of belonging to an elite club. Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders and the modern day commitment to excellence in all aspects of operation, Vail can credibly lay claim to being an experience like nothing on earth. Vail Like nothing on earth Summer For passionate mountain travelers and outdoor adventurers, Vail in summer is the preferred destination for those to whom the mountains represent an elemental expression of physical, emotional and cultural vitality. Because of mother nature’s generosity, coupled with the unique passion inherent in the spirit of Vail’s founders and the modern day community commitment to excellence in all aspects, Vail can credibly lay claim to being an experience like nothing on earth. Vail Like nothing on earth

VAIL’S BRAND FRAMEWORK DIAGRAM MINDSET Participate/active Live life to fullest Engaged/connected Energetic/Vivacious MINDSET Rich experiences Heritage Vail’s Spirit Fine living Creative/Inspired Artistic Worldly/sophisticated Appreciation ACTIVITY Health/Wellness Relaxation Spa Medical Assets Healthy eating Service Beauty /Blue Sky Friends/family Connection VAIL = PASSION FOR LIFE Vail Like Nothing on Earth ACTIVITY Outdoor Recreation Sports Hiking Fitness Adventure Nature/Mountains OUTDOOR RECREATION ACTIVITY Dance Art Music Culinary Festivals Museum Farmers’ Market Galleries/Exhibits Shopping International CULTURAL MINDSET Calm/relaxed Rejuvenate/Refresh Healthy living Vitality Inspired/Aware Togetherness Arouse/Stimulate Awaken Sanctuary WELL-BEING

SUMMER 2012 – WHAT’S NEW: KEEP THE MOMENTUM OF $2.5 BILLION INVESTMENT New Restaurants Matsuhisa Elways The 10 th Restaurant Flame Bol CineBistro Chophouse Blue Moose Pizza The Tavern Sushi New Events/World Class Event Platform TEVA Winter Mountain Games Mojo Man Adventure Race Gran Fondo Vail Cycling Race Tour of Vail Cycling Race Soul Music Festival Vail Restaurant Month Living at Your Peak – Symposium 50th Anniversary Launch Road to 2015’s LionsHead Welcome Center LionsHead Transit Center Snowboard Museum Snowboard Exhibit New Lodging Four Seasons The Ritz Solaris Arrabelle New Retail Solaris Arrabelle Meadow Drive, Bridge Street

2012 TACTICS

DESTINATION MARKET – TACTICS Enhance/expand Video distribution efforts Enhance/expand paid search with mobile & content, expand on contextual themes of keywords, unique phone # tracking, event kW expand Display campaign utilizing more networks (vs. specific sites), remarketing, 1st & 3 rd party data, social targeting with additional creative Develop relevant Social Media component and content Drive conversion by developing compelling and relevant content and landing pages Targeted/focused campaign (Vail Resorts & VLMD databases) Enhance/expand specific event Video efforts Enhance/expand/optimize SEO focusing on broad modifiers; lodging/hotels, deals/offers, hotel names, events/activities

ONLINE EVENT SUPPORT Paid Search Event KW Expansion Channel Expansion Mobile Brand Lodging Content Lodging/vacation/travel Event categories Unique Phone # Tracking Per event Per campaign Month Date, Year 19 Display & Creative Large events & events that fall by holiday weekends will be incorporated into digital web banner creative. Media placements will fall within summer media plan Geo Targeted to Top Markets 1 st & 3 rd Party Data Layer on media buy for optimal efficiency Lodging booking is the sale closer Creative: Work from Vail Summer creative to collaborate with event feature. Timing: 2-3 weeks leading up to the event. Video: Promoted Video, InStream TruView, Click-to-Play

ONLINE EVENT SUPPORT SEO Promote Vail assets (content, videos, events) by building authority with 3rd party links [Vail & Destino sites] Provide depth within KW categories for Packages | Offers | Deals | Promotions to support natural search and keyword variations Expand website visibility for Signature Events to include dedicated campaigns for targeted non-branded events

WEBSITE/SOCIAL MEDIA EVENT SUPPORT Optimize Content for User Searched Terms Inline with Branded Event & Optimize Content for Keyword Rankings Promote Targeted Events with Link Building Activities to Further Increase Keyword Rankings Enhance/expand specific event Video efforts Social Media messages

FRONT RANGE MARKET - TACTICS Develop a highly targeted multi-media mix platform to multiple consumer touch points to build brand awareness w/ tactical event/lodging offer through pulsing strategy Traditional Media: Pulsing, targeted & tactical campaign mid-May – Oct 1 Online: Carried through from Destination Tactics Social Media: Carried through from Destination Tactics Vail Resorts + Vail Summer databases Drive conversion through compelling and relevant content Align/integrate promotions/messages/media buys with online, electronic, social media and PR efforts Calibrate & refine advertising creative/messages

PUBLIC RELATIONS – TACTICS Identify opportunities to integrate Vail summer ambassadors Explore creative, value-added editorial opportunities Collaborate with community partners to increase overall Vail messaging Target groups and meetings publications Integrate traditional and electronic media efforts to garner media coverage in Front Range, Destination and International markets Identify additional ways to engage the Front Range media

PUBLIC RELATIONS – TACTICS Collaborative with event promoters to actively support signature events Maximize media coverage by inviting journalists to experience Vail in the summertime both individually and on FAM trips Host in-market media visits/events Leverage opportunities with EGE Maintain stakeholder relations in the community Take advantage of one-time media/group opportunities

MEXICO - TACTICS Collateral for in-market wholesale distribution and on-site consumer distribution (April) Airline Consumer Publications (March – June) Mexico Sales Missions (Feb/May) Vail Mexico Fam Trips (June/Late July – early August) Cross Marketing to Winter Guests (April) Destino Vail Website SEO - Keyword Research, Keyword Target List, Content Optimization, Link Building Mexico City Media Event Host One Media/Influencer Visit Summer Press Trip Ongoing Pitching

GROUP SALES – TACTICS Increase efforts at the medical meetings & education Increase presence in key markets (Denver, Dallas, Chicago) while exploring key secondary markets (Atlanta, Minneapolis) Recruit groups stemming as byproduct of partnerships Focus on experiential sales - reverse tradeshows, in-market customer events, custom site tours & national sales partnerships Expand online marketing & industry partnerships in key meeting markets (both vertical & geographic) Continue collaboration with VRD & CSE to recruit new events & serve as “one-stop” clearinghouse for recruiting events to Vail including on-site coordination & pre-event coordination

LEVERAGING ASSETS & EFFORTS

VLMD ASSETS & CREATIVE PROCESS Vail Brand “On A Stick” Brand Guidelines Logo & Standards Vail images Keyword & Linking Direction Creative approval process

LEVERAGING EFFORTS – WHAT WE NEED FROM YOU Media Center (MYPR) Press Releases Blog Postings Photography/Videos In Market Media Visits (MYPR) Hosting Media/Wholesale FAMs (MYPR, SITE) Copy, high res images and video (SITE, MYPR, Vail Marketing) Ticket pricing (Vail Marketing) Preferred properties (VBCR) Program Guide Details (if comp ad is provided to TOV) Message “Summer Vail” in your efforts using VLMD assets

CONTACT INFORMATION Kristin YantisVail Marketing/Website Malen Yantis Public RelationsBrian Rodine (775) Kristi Buse Meggen KirkhamAmy SchwellingSITE Marketing (970) (970)

THANK YOU