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COMMERCIAL CORE & LODGING COMMISSION REGULAR MEETING SISTER CITIES MEETING ROOM CITY HALL March 5, 2008 8:30 a.m. 8:30 I. Roll call and approval of February 20, 2008 minutes. IL Public Comments not on the agenda (please limit your comments to 3 minutes) IH. Commissioner Comments IV. ACRA -Lisa Johnson Marketing Director V. Edible Aspen update VL Portable carts VII. Adjourn C Aspen Chamber Resort Association 2008 Marketing Plan Debbie Braun President Lisa Johnson Director of Sales & Marketing Annie Watts Marketing Manager Mark Elias National Sales Manager Stephanie Power Smith Administrative Manager Vision &Mandate ..................................................... .......2 Introd u dion ........................................................... .......3 2007 Recap ............................................................ .......6 2007 Results Overview .............................................. .......9 2008 Goals & Key Messages ................................................. .....12 Target Audiences .................................................... .....13 Advertising & Media Plan ....................... .....15 Print Plan &Distribution ..................... ......16 Public Relations Strategies ..................... .....17 Group Sales Objectives & Strategies ......... .....19 Web & Technology Plan ...................... .....21 Research Plan ................................. ......23 Travel Calendar ....................................................... .....24 Budget .................................................................. .....25 Ad d e n d u m s ............................................................ ..... 2 6 Research Statistics/National .................. ....26 Research Statistics/State & Regional ....... ......27 SAS Results & Web Stats ..................... ......29 Sales Tax Collections & PR .................. ......30 Occupancy Reports & Groups Sales Bookin gs.31 Sample Creative ............................... ......32 Aspen Chamber Resort Association 2008 Marketing Plan Vision & Mandate VISION: To work in conjunction with our marketing partners to promote Aspen as a premier destination in the non-winter months. MANDATE: The purpose of the Tourism Promotion Fund is to generate funds primarily for planning and delivering tourism promotion activities on behalf of the City of Aspen. Accordingly, the marketing plan and budget contemplated shall be primarily for new strategies and activities not currently funded by the City, ACRA or other third parties. POSITIONING STATEMENT: Aspen is the epic destination resort for travelers of all ages who seek the ultimate mountain escape. Its ideal Rocky Mountain setting and exciting resort town provide the total package of outdoor mountain fun, culture, shopping, dining and heritage that surpasses expectations. OUR STAKEHOLDERS: The staff of the Aspen Chamber Resort Association (ACRA) works closely with the following stakeholders to ensure the most efficient use of the marketing dollars. • The City of Aspen • ACRA Marketing Advisory Committee • ACRA Board of Directors • The Aspen Lodging Association MARKETING ADVISORY COMMITTEE: This committee was established to serve as an advisory group to the ACRA Board of Directors and is representative of the varied marketing entities in Aspen. • Rob Henderson, co-Committee Chair, Mariner Consulting • Casandra Foister, co-Committee Chair L'AUberge, The Gems of Aspen • Laura Smith, Aspen Music Festival & School • Eric Fullerton, Stay Aspen Snowmass • Jeanne Mackowski, Aspen Skiing Company • Eileen Tucker, Frias Properties • Susan Hamley, Town of Snowmass Village • Donnie Lee, The Gant • Helen Klanderud, At-large • Warren Klug, Aspen Square Condominium Hotel • John Curnow, The Sky Hotel • Nancy Lesley, City of Aspen ASPEN CHAMBER BOARD OF DIRECTORS: Stan Clawson, Rick Jones, Don Sheeley, Jenna Weathered, Carol Hood, Shae Singer, Charlie Bantis, Warren Klug, Matt Zubrod, David Perry, Jeanette Darnauer, Helen Klanderud, John Rigney, Susan Hamley, Bill Tomcich, Michael Owsley, Patsy Malone, Dave Ressler, Carrie Kuhlman, Diana Sirko, Paddy Allen, Lisa Consiglio, Mick Ireland ASPEN LODGING ASSOCIATION EXECUTIVE COMMITTEE: Tim Clark, John Curnow, Warren Klug, Casandra Foister, Rob Henderson, Charley Case Aspen Chamber Resort Association 2008 Marketing Plan Background The Aspen Chamber Resort Association (ACRA) is entering into the eighth year of our contractual agreement with the City of Aspen to manage the Tourism Promotion Fund. Passed via a ballot question in November of 2000, the Lodging Tax, shared with the Regional Transit Authority, was created to fund transportation and for "marketing and promotional efforts" for the City of Aspen's vital tourism industry. The City, in an attempt to partner with an organization capable of performing said activities aptly chose the ACRA. Over the past five years, the ACRA has moved from working exclusively with an outside advertising agency to implement its marketing plan to working in-house with staff driven programming in conjunction with agencies and contractors. At the local level, the marketing plan presented is a collaborative effort of many invested, involved business people in Aspen. Before it is submitted to City Council for its ultimate review, it has been approved by the Marketing Advisory Committee (MAC), the ACRA Board of Directors, the Aspen Lodging Association's (ALA) executive committee and the ALA general membership. Important to note: the state of Colorado, the Colorado Tourism Office (CTO) is overseeing a marketing budget of nearly $20 million resulting from legislation directing profits from the burgeoning gaming industry. Tourism is of paramount importance to the state and is the second largest industry employing nearly 200 thousand employees statewide. With tourism accounting for nearly 10% of the states' economy, it is equally important for Aspen to capitalize on the marketing efforts by the state but also to maintain share of the $8.9 billion visitors bring to Colorado. The CTO allocates most of its budget to marketing in the spring and summer, as 60% of Colorado visitors visit during this time. With a mix of online marketing, broadcast, print and newspaper advertising, the CTO's "Let's Talk Colorado" campaign generates nearly $292 for each dollar spend on promoting the state. The ACRA Destination Marketing program works closely and in collaboration with the state agency taking advantage of the campaign, programs and the visitors/dollars it brings to the state and to Aspen. While we work closely with the CTO at the state level, we rely on our local relationships in enhancing our efforts. The power of the Aspen brand is dependent on the collaboration of all of our marketing partners in town. The Aspen Skiing Company, Town of Snowmass Village, Stay Aspen Snowmass and the cultural organizations in town serve as valuable partners in communicating the Aspen message year-round. Examples of collaborative efforts include: • Collaborative domestic and international media familiarization trips to Aspen in cooperation with the Colorado Tourism Office. • Aspen/Snowmass Vacation Planner is a partnership with Stay Aspen Snowmass and the Town of Snowmass Village (TOSV). Now in its third year, pooling funds together allows us to increase the distribution of the piece, create a targeting mailing list of past guests and continue to make the piece more compelling. The Aspen Skiing Company has a presence in our guide while we have a presence in theirs. • Installing a visitor 24-hour kiosk in the lobby of the Rio Grande Visitor Center to allow guests to book accommodations via Stay Aspen Snowmass regardless of the hour they arrive in town. Features an international keyboard to service that guest. • PR collaborations with the Aspen Skiing Company and TOSV including the GQ UK fashion spread, CBS Early Show and TOP CHEF Miami production. • Town collaboration on Frontier Airlines marketing program. Our success in Aspen depends on many factors including national, regional and state travel trends. While at the national level, The Travel Industry of America (TIA) reports that domestic travel is up 2% in 2006 with leisure travel, specifically, up 3.5%. (Reference) The largest growth area in marketable trips was in Aspen Chamber Resort Association 2008 Marketing Plan Introduction outdoor trips and ski trips, both lending well towards Aspen's strengths as a destination. Capitalizing on our strengths, Aspen continues to have a great story to tell. Moving into 2008 and the remaining years in the decade, we continue to rely on the strength of a strong retail mix, a unique town, steadily increasing retail sales and a healthy city budget. Our weaknesses stem from our shortage of full time, year round employees and our declining bed base. We still have opportunities during our "shoulder" periods to lift occupancy through signature events, and programming but ultimately we need to answer the questions, "Where do we want to be?" "What is our desired outcome?" Sources: TIA Outlook on Tourism 2007; MTrip 2007 Aspen Chamber Resort Association 2008 Marketing Plan 2007 Recap 2007 continues to be another strong year for Aspen. Despite a myriad of challenges including the Aspen Airport closure and multiple construction projects ongoing, we continue to have a viable, energetic popular mountain destination for travelers. PrintAdvertising National Pub/ications: • Colorado Special Section appearing in Travel + Leisure, National Geographic Traveler, Food & Wine Magazine Travel Guides/Coop Advertising: • Official State Vacation Guide (OSVG) Regional Publications: • 5280 • Atlanta Peach • ROAM -Denver Post Travel Supplement • Colorado Mountain Express -Destinations West magazine Themed/Local Publications: • Theatre Aspen- Season Guide • Aspen Writers- Aspen Words Summer Guide • South Beach Wine & Food Festival Program guide Meeting/Group Publications: • Colorado Meetings and Events • MPI's Meeting Professional • Smart Meetings • Meetings West • Successful Meetings Online • Wildernet.com Aspen/Snowmass vacation Planner • 70,000 guides mailed directly to targeted consumers • Additional 30,000 fulfilment pieces from direct inquiries or requests Rack Brochure • 35,000 Denver International Airport, Colorado Welcome Centers & Aspen area in market distribution Informational Calendar Kiosks • 4 kiosk locations: Gondola Plaza, Highlands Village, Snowmass Village Mall and the Aspen Airport Aspen Chamber Resort Association 2008 Marketing Plan 2007 Recap PR INITIATIVES Media Relations • Media outreach to target publications -proactive and reactive Media Visits Outside Magazine, Sunset, Gourmet Broadcast Opportunities • Good Morning America- Food & Wine Classic in Aspen insert values • TODAY- Peter Greenberg • CBS Early Show- Dave Price • Bravo's Top Chef Season 3 Miami Finale Media Familiarizations Trips (FAM'sJ • Colorado Tourism Office Culinary FAM • Denver Front Range A List Journalists • International groups- France, Russia, Great Britain Editoria/ Photo Shoots • GQ- Great Britain- appearing November 2007 • Men's Journal- Men of Aspen appearing December 2007 or February 2008 Editorial Pitching Trips • Los Angeles • Atlanta • New York Media Website & Media Kit • Created 1500 media kit and hosted all press releases and clippings online Package Driven News Re%ases • Aspen's Carbon Offset Package • Fall Deals GROUP SALES INITIATIVES Professional Affiliations • MPI • PCMA • Destination Colorado Print Advertising • Co-op spread in Colorado Meetings and Events • MPI Colorado Supplement • Successful Meetings Magazine PR • Meetings West: "WOW! Aspen" • Smart Meetings: Aspen/Snowmass destination feature • Colorado Meetings and Events: Regional Spotlight Aspen Saes Trips • Denver Monthly • Destination Colorado Road Shows, Dallas, Houston, Atlanta & Denver • MPI Colorado Showcase in Beaver Creek Aspen Chamber Resort Association 2008 Marketing Plan 2007 Recap WEBSITEINITIATIVES • Website upgrades • Worked with Search Engine Optimization (SEO) to optimize aspenchamber.org • Implemented Supertour/Everyscape virtual tour of Aspen on the aspenchamber.org website • Featured video clips on site RESEARCH INITIATIVES • Collaborative research project on Fractional Impacts on City economy • Continued extensive comparative data from MTrip • Daily Sales Tax Receipt program with City of Aspen • Occupancy reporting with Aspen Skiing Company, Stay Aspen Snowmass and Town of Snowmass Village Aspen Chamber Resort Association 2008 Marketing Plan 2007 Results Overview As we continue to grow and develop the Destination Marketing fund, we experiment and test new initiatives to make an impact in the Aspen economy. 2007 was a year of new initiatives, building on previous successes and stretching marketing dollars. Because our objectives are ones of awareness, it is difficult to attribute the economic impact of our efforts through any one measure of effectiveness. Occupancy reports in collaboration with our lodging partners and direct bookings to Stay Aspen Snowmass are both effective measurement tools but neither would account for the visitor who was affected by an ad in 5280 and made a decision to book a trip and stay with friends. Year to date lodging tax collections through August, are up 9.0% from 2006. According to our biannual summer research, 12% of visitors utilize Stay Aspen Snowmass for booking their vacations; 50% book directly at their lodging property; 19% book through a travel website. Source: RRC Associates Occupancy Reports; RRC Associates Executive Summary Noting that 12% of the visitor is utilizing Stay Aspen Snowmass (SAS) to make their booking arrangements, we can look to the DIRECT BOOKINGS that ACRA has referred to SAS and draw correlations of our success. Unique 800 numbers, the direct booking engine and specific package promotions are all tools we use to measure actual dollars attributed to our marketing tactics. Through ONLY our unique 800 numbers and inbound calls, we have referred 2400 calls to SAS that have resulted in $102,854.44 in revenue. Online sales totaled $76,148.40 and walk in lobby sales totaled $79,906.19. In total, we have referred $248,656.13 to SAS and the lodging properties with individual travelers (IT) business. Source: Stay Aspen Snowmass; RRC Associates Retail sales tax collections are also a valuable tool in capturing the spending habits of the visitor who may not pay for their lodging accommodations but dine out, purchase tickets to shows and performances and spend money in our retail stores. This is a more diffcult consumer to gather information on, therefore, using total retail sales tax collections is another useful tool in measuring our success. Also, in 2006, in collaboration with the City of Aspen, we began a program to collect daily sales tax receipts that allows us to measure the impact of special events to the economy. • May retail sales tax collections are up 8.9% over 2006. • June retail sales tax collections are up 12.6% over 2006. • July retail sales tax collections are up 6.5% over 2006. • August retail sales tax collections are up 5.1% over 2006. • Food & Wine Classic in Aspen generates approximately $3.6 million in sales tax during the weekend which equates to roughly $SOOk per day. Source: City of Aspen Consumption Taz report 75% of traveling households are researching their destinations online. It is vital that we create a valuable information portal for guests researching Aspen and provide essential information such as trip planning, events calendars, maps and activities. We are investing a much more aggressive percentage of our overall budget to online strategies. • The Aspen Chamber website receives 76% of its monthly traffc from referring search engines ie, Google, Yahoo, AOL, MSN. • Top visitors states to aspenchamber.org reFlect our top feeder states. The largest web visitor volumes come from: Colorado, California, Texas, New York, Florida, and Illinois. This is reFlective of our advertising efforts. • 79% of all aspenchamber.org visitors are new visitors, and the average time spent on the website is 3:35min. • The top categories viewed are lodging, calendar of events, and dining/nightlife. Source: Google Analy[irs Aspen Chamber Resort Association 2008 Marketing Plan 2007 Results Overview As always, Public Relations continues to be a strength in our core programming. While a significant portion of our budget is allocated toward PR, we see the highest return on investment and can track direct results. Approximately 30% of the total budget is spent on media outreach, media visits and materials and nets us close to $10 million dollars in ad equivalency. Ad equivalency is a carefully calculated formula that uses the cost of advertising in a particular publication/broadcast and equates the value to the consumer. PR is always an effective tool of communicating to your target audience because you can easily control and segment the message that is relayed to them. With the incorporation of Aspen Groups in 2006, the Destination Marketing department has identified a revenue source that also promotes Aspen as a unique and desirable destination for a group or meeting. The lodging community, some with a limited sales force, identifed qualified leads as a tool they needed to book more business into their properties. While business year round is always welcome, the shoulder seasons or non-peak periods were identified as the critical need period in which Aspen Groups could help in sending leads to the hotel properties. From January 2006 to October 2007 or the lifetime of the effort, Aspen Groups has referred $773,074 in groups revenue to our participating lodging properties, $435,281 in 2007 alone. As specifically stated in the ordinance language for the destination marketing funds, we are charged with promoting Aspen for groups, conferences and other gatherings that drive business to the hotels. Corporate, social, associations or wedding groups can make a big difference to the overall success of the economy year round. In summary, we implemented diverse marketing strategies for 2007, continued to be aware of the market and take advantage of opportunities as they presented themselves. 10 2008 Aspen Chamber Resort Association 2008 Marketing Plan Goals & Key Messages 2008 Goals • To visually illustrate Aspen as the Mind, Body & Spirit place on which it was founded and to build a consistent marketing campaign upholding those ideals. • To show a positive increase in all of the success metrics we've identified in the months impacted by our marketing efforts: Total sales tax collections, Lodging tax collections, web visits, occupancy, PR ad equivalency, sales volumes to SAS and total actualized Group business. • To serve as the portal for current, accurate information, the "one stop shop" for researching and booking a trip to Aspen. • To work in a united, cohesive manner with the City of Aspen, the Aspen Skiing Company and the community members in becoming more environmentally aware in our marketing initiatives. Key Messages • Aspen is the top summer mountain destination in North America. • Aspen offers abundant adventure, for both extreme athletes and soft adventurers. • Aspen offers the ultimate family vacation, offering adventure and culture for all ages. • Aspen is the intellectual and cultural capital of the Rocky Mountains. • Aspen is the ultimate in epicurean escapes, a dining destination rivaling that of big cities. • Aspen is a shopping haven, with more than 300 shops in the downtown core. • Aspen features the top-rated mountain-town nightlife in the country. • Aspen has Snowmass Village, Aspen Highlands and Buttermilk in close driving proximity with events and dining opportunities to enhance the Aspen visit. • Aspen in summer is a music lover's playground, with AMFS, Jazz Aspen Snowmass and outdoor concerts. • Aspen is the place for summer mountain events, including the Aspen Ideas Festival, Food & Wine Classic in Aspen, July 4~", Aspen Summer Words and more. • Aspen offers unique learning vacations, including art, cuisine, adventure, and music. • Aspen's diversity of lodging, combined with its historic character, prestige, unique amenities and venues, make Aspen an ideal destination for groups of all sizes and needs. • Aspen's pulse beats year round, making Aspen the logical and economical choice for groups that are looking to visit mountain resorts in the shoulder seasons. 12 Aspen Chamber Resort Association 2008 Marketing Plan Target Audiences Day Trippers/Tour Groups Shorter booking cycle; gather information on website and through visitors centers in making decisions; tend to travel with family or in groups; motor vehicles are primary source of transportation; most are couples with children living at home although some are taking advantage of an empty home and renewed freedom; interested in sightseeing and have a shorter period of stay; most price sensitive and open to package offerings; may travel in a motor home; utilize resources of our visitors centers; Promote the opening of Independence Pass • May- June More value prior to Food & Wine Classic • September-October Beauty & value after Labor Day Adventure Seekers Tend to plan longer in advance; equal mix of those who fly in vs. drive in; are looking for natural beauty and taking advantage of area's natural assets; tend to be a younger weekend warrior with a youthful mentality; are physically active; will plan trip around key events or races; may also enjoy the dining & cultural activities Aspen offers; are susceptible to word of mouth recommendation and influenced by media; less restricted by budget but want value • May-October Cultural Enthusiasts Plan the farthest in advance around calendars of events; high demographic & disposable income; very loyal; tend to be older with grown children or children who are away at school; very influenced by word of mouth recommendation and to media; educated; less Internet savvy; may be second home owners or fractional owners; higher spend; influencers • June-September Beginning with Food & Wine Classic until Filmfest wraps Trend Seekers Affluent, educated, Women driven, Influenced by friends & media, not as brand loyal but very interested in the image that Aspen achieves for them • May- October Families Budget conscious; enjoy children's activities for kids of all ages; aware of calendar of events; aware & influenced by packages even if they don't take advantage; value minded; not loyal to Aspen; tend to stay for longer periods of time; longer booking cycle • June- mid August In accordance with school schedules Aspen Loyalists Higher household income, educated; travel with families; not as influenced by packages; more interested in calendar of events; traditional pattern of booking; not influenced by trends; passionate about Aspen; environmentally conscious; enjoy natural beauty of Aspen; more physically active • May -October Active Retired/Empty Nesters Higher household income, educated, children left home, flexible & able to take advantage of shoulder seasons; enjoy natural beauty, longer planning cycle • May- October 13 Aspen Chamber Resort Association 2008 Marketing Plan Core Programs CORE PROGRAMS Advertising II. Print III. Public Relations IV. Sales V. Web/Information Technology VI. Research Aspen Chamber Resort Association 2008 Marketing Plan Advertising ADVERTISING OB]ECTIVES • To appear in three publications that have a regional focus and incorporate at least one editorial feature on Aspen and provide an additional value added benefit to advertising. • To advertise in at least three local non profit publications that promote Aspen. • To take advantage of one national print opportunity and one regional opportunity via the Colorado Tourism Office that is targeted toward our target audience groups. • To utilize www.aspenchamber.org as our primary call to action in all advertising increasing our web traffic by 15% over an 18 month time period. ADVERTISING STRATEGIES • Take advantage of Colorado Tourism Office opportunities that work within our target markets that leverage our media buy and offer value added benefts. • Support air service into the Aspen area with ads in in-flight publications of our participating airlines. • Maintain a consistent visual message in targeted Front Range publications to include events calendars and special offerings. • Drive traffic to a~enchamber.org as our primary call to action and to increase unique visitors giving visitors information on activities, dining, lodging and a link to sta ya spe n sn ow m a ss. co m . • To build on the All the Best, Aspen campaign with a continuation of the ad format that we developed. • To tell a story of Aspen using our key "categories" Culture, Adventure, Serenity, Food & Fashion. • Participating in group publications that include networking events and value added mailing lists. • Advertise in visitors centers around state. • Advertise in regional in flight publications. • Advertise in publications that feature Colorado as a groups destination. ADVERTISING TACTICS Media Buys Regional Pub/ications • 5280 • Shine • SNOW Co%rado Tourism supported Programs • Travel + Leisure • National Geographic Adventurer • Food & Wine Magazine • Official State Vacation Guide In-tlightand Transportation Publications • United Hemispheres • Delta's Sky Magazine • Colorado Mountain Express Destinations West Magazine Groups & Meeting Publications • MPI -The Meeting Professional • Plan Your Meetings Magazine • Colorado Meetings and Events IS Aspen Chamber Resort Association 2008 Marketing Plan Print Plan & Distribution PRINT OBJECTIVES • To incorporate at least one environmentally responsible tactic into our print process with each piece we produce. • To increase traffc to www.visitaspensnowmass.com, our primary call to action for our vacation planner to at least lOk visitors. • To refer no less than a $1 million dollars in direct business to Stay Aspen Snowmass through online, walk in, call in and our www.visitaspensnowmass.com sites. PRINT STRATEGIES • Provide information to welcome centers, and at other high traffic areas in Denver and drive market. • Provide in market information that gives visitor valuable information. • Provide a "cross sell" piece that promotes the non-winter. • Incorporate an environmental mindset on printed materials where applicable and allow visitor option of receiving materials online. • To budget and provide the most responsible means of printing and distributing materials and offset our impacts where appropriate. TACTICS • Continue with a comprehensive cross-sell promotional program appealing to the winter visitor who has not experienced Aspen in the summer. • Continue to use aspenchamber.org as offcial call to action. • Vacation Planner distribution in visitor's centers around state -key high volume areas. • In town distribution of collateral materials that appeal to our different target markets. • To completely offset the impact of the production of both the vacation planner and the cross- promotional rack brochure. 16 Aspen Chamber Resort Association 2008 Marketing Plan Public Relations Objectives & Strategies PR OBJECTIVES • Generate at least $8 million in PR equivalency, with a combination of print, broadcast and online media, with a reach of minimum viewers/readers. • Strive for all articles to have at least one of Aspen's key messages, in order to have public relation strengthen Aspen positive brand awareness. • Garner at least three stories that highlight Aspen's green messaging. • Garner at least one feature and five round ups that promote Aspen as a unique and desirable meetings destination. • Generate at least three feature articles about Aspen in Spring/Summer/Fall. • Generate at least one feature story about the adventurous side of Aspen, • Obtain coverage from at least two national television programs. • To be environmentally responsible in the production of any materials. PR STRATEGIES • Create a target list of dream coverage -and pitch the target high-profile media outlets to reach a diverse audience of potential Aspen visitors. • Develop updated BROLL (probably in HDTV) -for both targeted broadcast pitching and Social Media. • Focus on developing PR for the'need seasons' -May/Early June; Fall; non weekend travel. • Showcase new businesses, structures and services in Aspen on a frequent basis. • Incorporate new images, video and technology into media plan. • Promote Aspen as the premier cultural destination rivaling big cities in its prestige. • Create a new program with a major brand that would promote weekend' soft and hard adventure travel to Aspen. • Cross Market Aspen Spring/Summer/Fall to media that visit in the winter. PR TACTICS Pitching: Working with individual journalists pitching specific story ideas that support our key messages in key markets. Pitch average of 10 journalists/week on Aspen stories • Broaden funnel of media opportunities including leads from Colorado Tourism Office Press Releases: Create targeted, timed releases to take advantage of trends, coincide with events, season changes. • May is the new June -Ski, Kayak, Bike, Golf • Summer 2008 in Aspen: What's New, What's Happening, What's Hot* • Aspen Offers the Ultimate Biking Adventure • Aspen Offers Enticing 2008 Summer and Fall Lodging Packages • Learning Vacations: Aspen Offers Unique Educational Escapes • Babymoons- before or after a new baby arrives into the family 'Tween Travel- children 10-13 years old and activities geared toward their interests. 17 Aspen Chamber Resort Association 2008 Marketing Plan Public Relations Objectives & Strategies Media Materials: Maintain a comprehensive media source for information on Aspen both in print and electronic format. With the changing media environment, online and email media materials have become the standard, and in a survey, most media have told us that they prefer online. • A comprehensive, easy to use online media kit • An email Dear journalistr letter + table of contentr that will be sent individually to 500-750 journalists (i.e. not by a mass email that may be rejected) • A printed version of the kit that will be mailed on demand Images: as the old adage says, "A picture speaks a thousand words". • Supplement image library with twenty new images from local and visiting photographers, obtaining images that support brand points, target audiences and trends (i.e. adventure seekers, families, girlfriend getaways; tween travel). Video/HDTV: Aspen has extensive B-roll, but we need to update and supplement with some new broil and footage, probably in HDTV as more and more news stations are moving into HDTV. Outreach Trips: Travel to key feeder cities to meet with press/media on one-on-one basis or with small groups of targeted media. • Denver/Boulder • New York -Take advantage of Colorado Tourism Office event; Either partner with Snowmass or host individual event. • Eventr that support air carriers that service the Aspen market • Work in conjunction with PR team to promote new air service that may be added to the schedule Media Visits: Host media in Aspen to better tell Aspen story by experiencing it personally. • Media Visits: Host media in Aspen to better tell Aspen story by experiencing it personally • Familiarization Trips (FAM's): One kick off to summer, themed FAM trips • Host media in May to highlight spring story • Host two TV crews - i.e. CNN, Weather Channel, GMA • Individual Media Visits: Host writers who are working on independent stories on Aspen Online & Web Initiatives: • Convert media kit to PDF library. • Catalogue all press releases to online. • Showcase print, online and video clips on aspenchamber.org website. • Produce video news releases to network television. • Utilize webPR and other newswire sites to widely distribute releases on line. Awards & Glory: Identify opportunities to highlight Aspen through awards and designations in appropriate forums. Inc/uding but not limited to: • HSMAI Adrian Awards • PRSA Awards • TIA Odyssey Award • Bulldog Reporter Awards IS Aspen Chamber Resort Association 2008 Marketing Plan Group Sales Objectives & Strategies GROUP SALES OBJECTIVES • To book two shoulder season groups that are good examples of "natural marriages" (environmental, transportation, etc.) to Aspen. • To achieve $600,000 in actualized groups revenue to the Aspen Groups properties. • To secure three pieces of earned media highlighting Aspen as green destination, a unique group destination and a wedding destination. • To be environmentally responsible in the production of any groups materials. GROUP SALES STRATEGIES • Proactively secure new group leads for member properties; assist in the selling process; and ultimately impact group occupancy levels in Aspen. • Identify and establish relationships with meeting planners and key decision makers, both nationally and the Front Range, that can generate group business for Aspen. • Market Aspen's unique suitability to host groups. • Develop programs/promotions/events that generate interest in Aspen. • Gain local support from inFluential community leaders that may assist in attracting groups to Aspen. GROUP SALES TACTICS Direct Sales Efforts • Prospecting Calls - to groups who have booked meetings in comparable resorts, leads generated on website, Front Range planners, past groups, etc. • Chamber Members -bring awareness of the service that Aspen Groups provides to the 800 local businesses -many that have potential to bring groups to Aspen . • Direct Mail / Email Promotions targeting shoulder seasons. • Aggressively target associations or corporate groups who could be accommodated in multiple Aspen properties during lower occupancy periods. • Seasonal Customer Campaigns -send seasonal gifts/cards/emails/calls to top customers to stay in forefront of customer's minds. • Work with local organizations (Wheeler, Belly Up) to create an event that can generate group business and increase occupancy Memorial Day Weekend. • Work with local offcials to generate interest in Aspen to host a fall shoulder season conference that is a "natural marriage" (environmental, transit-related, etc.) with Aspen, and boosts fall occupancy. 19 Aspen Chamber Resort Association 2008 Marketing Plan Group Sales Objectives & Strategies Meeting Association Membership • Participation in industry events, conferences and networking events associated with member organizations. • Maintain a presence at determined high yield trade shows. • Encourage and show value to clients interested in Aspen by providing competitive rates during shoulder seasons or periods of lower occupancy. • Membership in associations and organizations of meeting professionals to create networking opportunities. • MPI- Meeting Professionals International • Destination Colorado • PCMA- Professional Conference Management Association Travel & Trade shows • Plan Your Meetings Aspen Luncheon & Sales Calls -Phoenix -February • Destination CO Road Shows Dallas & Houston -May • Destination CO Front Range Trade Show -Denver -December • MPI Destination Summit -TBD -October • Sales Trips to Front Range -presence & in conjunction w/ MPI &PCMA -TBD Marketing • Monthly Newsletter -maintain Aspen Groups in forefront of minds to entire ACRA database + Aspen Groups customers • Advertise in MPI's Meeting Professional for participation in Oct Trade Show • Super Tour lodging section on ACRA's website • Create "Meeting Magazine Calendar' identifying when CO will be featured in each meeting magazine, and target press releases for those issues & supplement earned media with Ads • Advertise group services in vacation planner • Completely revamp Aspen Groups website to be "planner friendly" & include: • New online "planner friendly" Request for Proposal (RFP) • A "Green Meetings" program and web page detailing the program • An online testimonials page that includes top reasons planners choose Aspen • Market "new" website to local chapters of MPI and PCMA • Earn media via SuperTour, Environmental Program, and Faces of Aspen press releases Local Activities /Networking • Biannual Membership Meetings -educate & update members on status of Aspen Groups • Bi-annual Social Meetings for Group Sales Managers -build relationships and keep groups in Aspen • ACRA Board, ALA & MAC Meetings - to communicate our contributions and successes & foster relationships with the community & properties that have yet to join • Strengthen relationships with entities (City of Aspen, Ski Co., etc.) that have a mutual interest in drawing shoulder season, "natural marriage" conferences to Aspen Membership Gain two additional lodging members Continue to refine a membership structure to support a group sales effort through a participation fee with lodging properties and a commission structure for booked business 20 Aspen Chamber Resort Association 2008 Marketing Plan Web, Database & Technology Plan WEB & TECHNOLOGY OB]ECTIVES • To use www.asoenchamber.ora as our primary call to action and to increase unique visitors year over year by at least 15%. • To roll out an entirely new website by second quarter that will have interactive, video, virtual maps and blogging capability to enhance visitor experience. • To increase our database of visitor information by 30% in the next year through our a-news campaign and through cooperative programs with magazines. • To achieve top 5 rankings with the ten most utilized search terms provided by our SEO. WEB & TECHNOLOGY STRATEGIES • To create an informational newsletter to our visitor that would highlight the many events and activities happening over the non-winter months calling special attention to packages & specials • To create a visually stimulating virtual tour that orients the visitor, providing an informational resource and booking additional visitor trips ONLINE, WEB & TECHNOLOGY TACTICS Strategic Database solution • Implement data mining strategy to better understand our guest. • Share resources with partners to create better loyalty to Aspen/Snowmass aspenchamber.org. • Create online E-book of the Aspen/Snowmass Vacation Planner. • Create ACRA Membership Icon to be linked back to aspenchamber.org by member businesses. • Online Videos/Podcasts: partner with FuseMedia to create 5 videos that cover ACRA special events, other tourist draw events. • Feature comprehensive Menu Guide of ACRA members. • Feature sample itinerary/insider guides on our website. • New look; easy navigation, increased photography. Free Technology/Social Networking • Utilize youtube.com and other free technology to feature video loops. • Incorporate visitor reviews, trip itineraries, and photographs. • Partner with AspenPost.net to create customized blog content on ACRA site. Online Advertising & Banner Ads • Partner with publications that we currently do print advertising with to supplement our buy with online value added benefits. • Banner ads on Colorado.com and other CTO supported websites • Wildernet banner advertising Acquire new URIs to maximize unique visitors • Aspengroupsales.com • Aspen-groups.com 21 Aspen Chamber Resort Association 2008 Marketing Plan Web, Database & Technology Plan Search Engine Optimization (SEO) • Continue to utilize the top searched for words; continue to remain tap in search engines • Pay-per-click campaign Supertour • Feature more historic buildings on our virtual tour • Feature interactive restaurant tours with menu drop downs Consumer Email Program • Include an opt in section on aspenchamber.org to invite people to opt in to receive • E newsletters about Aspen and events featured at key times • Email campaign to our targeted demographics with shoulder season promotion, cultural/non profit calendar of events, visitor information • Strengthen our email address database through partnerships with CTO, magazine partners and other programs 22 Aspen Chamber Resort Association 2008 Marketing Plan Research RESEARCH OB]ECTIVES • To be fully staffed with hourly surveyors, survey kiosks in place and implement non winter guest research program and have it run the primary months of our marketing, May- November. • To provide survey information in the form of an Executive Summary to all of our marketing partners in town by November 2008. • To recoup the cost of the research program by 10% through the sale of the demographic information to the community. • To increase the number of guests surveyed by 20%. RESEARCH STRATEGIES • Work with partnerships within the community in gathering information to optimize process and the affordability: ie City of Aspen, Aspen hotel/lodges. • Work in conjunction with visitors centers and other high pedestrian areas to gather information in the most consistent manner. • Utilize technology and new methods of information gathering to assure the broadest spectrum of data. • Work within spectrum of existing research and data tools to allow new findings to paint a broad picture of the Aspen visitor and how he/she may be changing. • Continue to pull and analyze data from our research firm to best market to our consumer. • To seamlessly incorporate all of our research programs to provide better snapshots of our visitor; Occupancy study, Non-winter visitor, Fractional study and the Daily Sales Receipt program. RESEARCH TACTICS Full bi-annual research project o Embark on amulti-faceted non-winter guest research project that will allow us to build on our 2006 Summer Research program that would encompass the following: • Intercept survey in high volume areas including pedestrian malls, visitors centers and the airport • Employ methods and questions similar to previous years to allow us to aptly compare how visitor has changed • Utilize the aspenchamber.org website, email and banner advertising to allow for the best response o Partner with the City of Aspen on key research projects including: • Fractional Impact Survey • Long term Impact Survey on changing demography of the Roaring Fork Valley and its impact on Aspen 23 Aspen Chamber Resort Association 2008 Marketing Plan Calendar January February Marketing/PR/Sales Media Outreach Miami PR Media/Air Service New York* Group Sales Plan Your Meetings Phoenix March PR Media Outreach Chicago PR Media Outreach San Francisco* April Marketing Mountain Travel Symposium Vail Marketing/PR Media Outreach Boulder/Denver May PR PRSA Travel & Tourism TBD Group Sales Destination Colorado Dallas June PR Liaise with Food & Wine PR Team Aspen July PR Colorado PRSA Denver PR Liaise with Aspen Institute media Aspen Groups August PR Media Visits September PR Media Visits October Marketing Colorado Governors Conference TBD Marketing TIA Travel Outlook TBD Group Sales MPI Event TBD November December Group Sales Destination Colorado Front Range Denver * Dependent on air se rvice continuation 24 Aspen Chamber Resort Association 2008 Marketing Plan Budget DESTINATION MARKETING $625,000 Administration $110,000 Advertising/Print $225,000 Public Relations $150,000 Web/Technology $65,000 Aspen Groups $50,000 Research $25,000 25 Aspen Chamber Resort Association 2008 Marketing Plan Addendum A National Outlook OUTLOOK ON US TRAVEL AND TOURISM • Domestic travel is up 2%; off from 2006 but still up • Leisure travel up 3.5%; business/convention travel down slightly • Air Traffic is still strong -with 698 million passengers in 2004 and 744 million passengers in 2005. • Travel is top online Category with 79% of traveling households online of which 55% are booking online • Online Sales =$100 billion+; forecasted to reach $316 billion by 2010 • U.S. travelers purchased $85 billion in travel online in 2006 • Among leisure travelers, one in three read other traveler's reviews of that destination • 27% of US leisure/unmanaged business travel booked online in 2004; 35% by 2006 • 84% of online adults use search engines • There are 79 million American adults using the Internet to plan their trips - up significantly in the past year. • More than 75% of travelers go to some online site before they book • 58% first heard about a travel fare/promotion through the internet • 70% of those who followed up on that fare/promotion researched it on the web • Over 50% agree that the Internet held the greatest influence on them, in making their most recent travel purchase • Average Daily Rate (ADR) is up significantly; 5.4% NATIONAL EMERGING TRENDS It's important to note that emerging trends that we will take advantage of and market to would be a component of one or more of our target audiences. New Markets & Trends to keep an eye on: o Travelers with Disabilities o Gay, Lesbian, ei-sexual, Transgender market (GLBT) o Girlfriend Getaways o Destination Weddings, Procreation Vacations and Babymoons o Culinary Travel o Voluntourism o Medical/Enhancement Travel o Pet Travel More and more Americans are using less of their vacation time, taking shorter vacations and staying "connected" when on vacation With new and improved devices; mobile marketing is becoming increasingly important Source: TIA Domestic Outlook 2007TIA Domestic Outlook 2006 26 Aspen Chamber Resort Association 2008 Marketing Plan Addendum B State & Regional Travel Trends COLORADO TRENDS • For the third year in a row, overnight visitors are up: 4% in 2006 reaching an all-time record of $23.4 million • The biggest growth in trips is in outdoor trips and ski trips • Visitor expenditures to the state of Colorado are up 8% in 2006 to $8.9 billion • The top markets providing tourists are: Colorado Springs, Los Angeles, Albuquerque/ Santa Fe, Phoenix, Chicago, Dallas and Houston • The Colorado visitor tends to receive information via the Internet, Colorado Welcome Centers, CVB's and their lodging properties • 92% of visitors to the state of Colorado arrive into Denver International Airport (DIA); of which nearly 20% rented a vehicle to tour or get around; higher than the national average of car rentals which is approximately 12% • 1 in 7 of Colorado visitors will visit a "ski resort" while only 1 in 10 actually ski • Most vacation travel to Colorado (60%) occurs in the spring & summer** ASPEN DEMOGRAPHICS Non-winter visitor demographic • Primarily women at SS% • Average age is 49 • 32% of respondents had children at home; 32% have children NO longer at home; l4% were couples with NO children and 21% were single with NO children • 55% of Visitors have a household income over $100,000 • The top feeder states of Aspen visitors are: o Colorado o Texas o Florida o California o New York o Illinois • The top feeder cities are: o Denver o New York o Chicago o Dallas/ Ft. Worth o Los Angeles o Houston o Colorado Springs o Miami/Ft. Lauderdale Trip Patterns • 83% of the Aspen visitor is staying for more than a day • 92% of the Aspen visitor is a domestic traveler • 68% of the Aspen visitor is using lodging facilities in the town of Aspen 27 Aspen Chamber Resort Association 2008 Marketing Plan State & Regional Travel Trends • SO% of visitors used air service for a portion of their travel to Aspen • 43% of visitors arrived via private vehicle • 56% of the summer visitor have NEVER visited Aspen in the winter • 67% of the summer visitor HAS visited Aspen in the summer • 24% of the summer visitor chose Aspen for sightseeing or touring • 21% of the summer visitor are visiting with friends or relatives • 15% of the summer visitor are attending a special event or cultural activity • 10% of the summer visitor is here for business with a group or convention • 90% of visitors only considered Aspen for the trip they were on • 50% of those polled WOULD DEFINITELY return to Aspen • 26% of those polled would PROBABLY return to Aspen • 61% of those polled indicated they were big fans of Aspen o Top decision factors choosing Aspen 51% outdoor recreation activities 48% rest and relaxation o Preferred method of being contacted 69% email 8% posting an "our" website 6% mail Source: Colorado Tourism Office/ Longwoods International, Colorado 2007, RRC Associates 28 Aspen Chamber Resort Association 2008 Marketing Plan SAS & Web Statistics Call Volumes 8: Online Bookings Stay Aspen Snowmass is our call to action for all of our marketing initiatives. From the unique 800 number associated with any initiative to our website and the online booking engine, all of these sales initiatives ring directly to SAS. While 50% of guests book directly with the property, SAS accounts for approximately 12% of the sales for Aspen. We cannot directly measure, quantitatively, our sales that are directly booked with any particular hotel property. source: sns Calls Sales Online Sales Walk-in 251 1/31/2007 $11,539.00 $5,994.66 263 2/28/2007 $14,393.48 $7,932.02 255 3/31/2007 $9,825.22 $14,085.00 332 4/30/2007 $13,918.26 $7,054.00 257 5/31/2007 $5,192.95 $3,939.24 342 6/30/2007 $11,608.61 292 7/31/2007 $14,091.41 281 8/31/2007 $6,966.80 • $65,520.57 462 9/30/2007 $15,318.71 $37,143.48 $14,385.62 Totals 2735 $102,854.44 $76,148.40 $79,906.19 Total Calls 2735 Total Web Referrals Total Sales $258,909.03 Web stets We can draw a direct correlation between our marketing initiatives and the increased traffic to www. a spencha m be r. org. Website Visitor Locations Summer2007 ^Ariz°na ^Georgia o^o orado Mi i ®Illinois- ~m ssour ^,not s=_t) m F °rida ^ ~a i(ornia ^ fJew YorV: ^ Tezas ^Teaas ®-©Colorado •Verv fork o =lorida ®Iliroi=_ 7Cali~ornia ^Arizona ^,nol se[) ^ 3eorgia ®Vlissouri Source: Go°gle Analytics 29 Aspen Chamber Resort Association 2008 Marketing Plan Sales Tax Collections & PR Results Sales Tax Collections Because no one method of measurement can be completely effective in detailing our success, we use sales tax collections for the City of Aspen as this can give a comprehensive snapshot at the total spend during our marketing focus. This will effectively include those staying in lodging properties to those in fractional units and second homes; these would not be reflected in our occupancy measurement. Retail Sales: In July, year to date retail sales are $305,826,359 representing a 6.1% increase over 2006. $80,000,000 $70,000,000 $60,000,000 $50, 000, 000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 $0 acJ~ ~`Ja ~a~or PQ~` ~a~ ,JCe ~J~ JAJy ¢~~~G~o~;~~~~~~yl ~ F~ P eQt p ~o O~~ 5 I ®2003' I ~ 20041 ~ 2005~~ ®2006 p 20071 PR Equivalency Public Relations continues to be an area where we see the most impactful return on investment for the funding allocated. PR is always a more effective tool in reaching an affluent, educated consumer because they are less edia. influenced by traditional advertising and more influenced by their peers and the m $to,ooo,oo0 00 $~Qjr.~~~~ $9,000,000.00 $s,ooo,oo0 00 $7,aoo,oo0 00 $s,ooo,ooo oa ®Total PR S enl $5,000,000 00 _ ^Total PR Value. $3,ooa,oao 00 $z,ooo,oo0 00 $t,ooo,oo0 00 €€ $o.oo zoo? Source: City of Aspen Consumption Tax reports; Cision 30 Aspen Chamber Resort Association 2008 Marketing Plan Occupancy & Group Sales Bookings Occupancy Reports ® 2003 ^ 2004 ^ 2005 2006 2007 i Group Sales Bookings ___ ___ 2006 vs. 2007 Monthly Group Revenue Breakdown 250000 200000 150000 100000 50000 0 !i ®2006 ^ 2007 ,a~J~y ~`Ja~ ~~d~. ~~~ ~~~ ,J~e ~J~~ J~JS~~~eOG`o~o e~~~ e~~~ ~ P eQ~ ~~ O a 5 Source: RRC Associates/MTrip; Aspen Groups 31 ~cJa~ `o`Ja~ ~~~.~. PQ~\ ~a~ 'JCy ,J~ PJ~Jy~ ~e~~e` °\~ei ,e~~~ oe~~~c ~ Fe ~eQ ~ ~o Qe Aspen Chamber Resort Association 2008 Marketing Plan Print & Advertising Collateral South Beach Wine & Food Festival 5280 Mag June, July & Aug CME -Destinations West Colorado Otfiaal State Vacatia~ Guide Co-op Media Fam / Denver Front Range invite Aspen Snowmass Vacation Planner 100k distribution Summer Rack Card Brocluire 351c distribution 32 Kiosks Winter 06-07 Kiosks Summer 2007