2. 2016/17 WINTER RESULTS

5. OTHER WINTER CONSIDERATIONS
Skier Days
Tax Revenue
Where Customers Come From
Customer Satisfaction and Intent to Return
How We Performed vs. our Competition

8. 2017 SUMMER & FALL MARKETING PLAN OVERVIEW

9. SUMMER / FALL MARKETING OBJECTIVES
Marketing Objectives
Continue to build awareness, opinion and consideration of Park City and Summit County as a summer / fall overnight destination in key local and regional markets.

10. SUMMER / FALL MARKETING STRATEGY
Sub-Strategies:
Continue to utilize “Yes. All That.” campaign with creative refinements based on research feedback.
Continue to utilize separate Summer / Fall campaigns with specific audiences / markets (increase fall budget allocation).
Develop a more robust Digital Media Creative campaign based on key summer attributes (dining / activities / events).
Expand on Content Strategy and take advantage of learning's form last summer / fall and winter.

11. TARGET AUDIENCE Summer Season: Adults (25-54) Married w/ Families
$100,000+ Household Income ($75,000+ Utah)
High Propensity to Travel (Outdoor Enthusiasts)
Target Markets:
Primary: Los Angeles / San Francisco / New York / Denver / Salt Lake City
Secondary: Phoenix / Dallas / Houston / Chicago

12. TARGET AUDIENCE Fall Season: Adults (45+)
Empty Nesters / Outdoor Enthusiasts
$100,000+ Household Income ($75,000+ Utah)
High Propensity to Travel
Target Markets:
Primary: Los Angeles / San Francisco / New York / Denver / Salt Lake City
Secondary: Phoenix / Dallas / Houston / Chicago

13. 2017 SUMMER & FALL MEDIA PLAN

14. MEDIA MIX
Spend by Medium

15. SUMMER VS. FALL
Summer 70% / Fall 30%

16. BUDGET ALLOCATION
Out-of-State 87% / Wasatch-Front 13%

17. 2017 SUMMER CREATIVE

18. SUMMER SPOT
VIDEO TO COME

19. PRINT CREATIVE

20. PRINT CREATIVE

21. 2017 SUMMER / FALL SOCIAL / CONTENT DEVELOPMENT

22. SOCIAL / CONTENT DEVELOPMENT
Content Development / Promotion
First Timers Video Series:
(6) On-Line Episodes
Summer / Fall Activities
Support w/ Social Media Buy
My Town Video Series:
(6) Online Episodes
Local People / Local Brands

23. FIRST TIMERS
VIDEO TO COME

24. 2017 SUMMER GUEST STUDY

25. SUMMER STUDY Research Provider:
UVU / Office of New Urban Mechanics (Luke Peterson)
Study Overview:
July 1st – September 30th, 2017 (12-Weeks)
1,000 – 1,500 Intercepts
5-7 Minute Survey
5-6 High-Traffic Locations

26. SUMMER STUDY Finalizing Survey Tool Locked-In Survey Locations:
Main Street
Park City Mountain Base Area
Newpark + Redstone Area
Utah Olympic Park
Tanger Outlet Mall

27. GROUP BUSINESS

29. GROUP BUSINESS April thru October
Slightly more than 50% of our overnight guests.
A.D.R. slightly less than what leisure customer pays.
“Giving Good Campaign”