HomeMy WebLinkAboutInformation Only 121724AGENDA
INFORMATION UPDATE
December 17, 2024
5:00 PM,
I.Information Update
I.A November Destination Marketing Report
Nov2024_DMReport .pdf
DM_BODNov2024.pdf
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November 2024 Destination Marketing Report for Council
Destination Marketing: The finance committee met on November 7th and approved the Q2 financial report as well as
the 2025 draft budget, which was presented and approved by the board on 11/26. With an eye for a 2025 Defy Ordinary
creative refresh, we hosted our creative agency BVK for a familiarization trip the week of November 11th. In partnership
with Snowmass Tourism and Aspen One we hosted our first local media dinner on November 20th, it was well attended
and a great venue to share highlights from 2024 and the upcoming winter season. We provided all hotel partners with
winter season photography assets, a one-sheeter prepping staff & guests for best practice when flying out of ASE and
some other reminders as we head into ski season. The entire destination marketing team presented the 2024 Results on
11/26 to the board and that presentation can be found within this packet.
The sales team is working on qualifying planners and their RFPs for the meetings FAM in October 2025. The group sales
testimonial page has been created. This page links out to a wedding testimonial page and a meetings and incentives
testimonial page. Each page contains written testimonials as well as video testimonials we have been gathering from our
partners as well as planners that have joined our FAMs. All the videos have also been uploaded to our YouTube account
for additional viewing access.
Special Events: The Wintersköl Icebreaker Bash will take place on Thursday at Mi Chola as part of our official kick-off to
the winter season. This is the perfect chance for community members to come together, reconnect with old friends and
meet new neighbors. This event is followed by a FREE screening of Aspen Extreme at Aspen Film’s ISIS Theatre, then late
night with the O'Conner Brothers Band at Belly Up! Everyone is welcome, please spread the word. Congratulations to
our Wintersköl Royalty – Terry Trish and Erlinda Morehead. These two truly exemplify the Wintersköl spirit through their
dedication to and involvement with the community. Our schedule of events is filled with new events and good old
classics; hope to see you out and about enjoying the celebration!
Airport Guest Services: The updated flights schedule has been posted on the ACRA website, highlighting November and
early December with lighter flights daily, and the schedule to increase immensely by mid-December. A visit from the
branding company BVK to potentially update the booth with a more cohesive look and the new logo. The staff train daily
in preparation for a busy winter. Discussion continues in search solutions of transportation options this winter.
Visitor Centers: A slow end to the month allows staff to continue to greet those exploring town in a friendly manner.
The restaurant closure list has been updated and is used to assist those searching for a good place to eat. The Wheeler
has announced the Insiders program for $20 allowing locals to get the latest tickets at a reduced rate. The Forest Service
Christmas Tree permits are now for sale at Mill St. office during the week and Bristlecone on the weekends. They are
$10 each. Planning for a winter kick-off to hear local organizations present the upcoming calendar for the winter season
to the ACRA staff.
Sales Tax Reports: As of the September 2024 Consumption Tax Report, released in November, the 2024 Tourism
Promotion Fund is coming in 5% ahead of 2023 collections and flat to projections.
Recent Press Coverage
Occupancy statistics and commentary, as well as visitor center counts, website data and air service information can now
be found on the following page in the Defy Ordinary Dashboard. All data points are sourced from our monthly report
with Blue Room Research and can be found in the Data Center on the website.
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HOTEL
OCCUPANCY
ASE
PASSENGER
DATA
VISITOR
CENTER
COUNTS
KEY
TAKEAWAYS
WEBSITE
STATS
ACRA's 4 Visitor Information Centers saw a
30% increase in traffic in October 2024 as
compared to October 2023. Staff assisted
7,707 individuals this year.
NOVEMBER 2024
In October 2024, Aspen's lodging properties reported the following:
•Occupancy grew 10.5% YOY to 51.5%
•Average Daily Rate was about flat at $411
•Room Nights Available increased 6.5% YOY
•Room Nights Booked increased 17.7% YOY
October load factor was 66.2% this year vs. 79.4% last year. A drop in
load factor is expected with the capacity increase (+53% more arrivals
in 2024) of this magnitude.
October Completion was 99.4% this year.
Parking continues to be an issue at ASE as it relates to increased local
usage. Pitkin County is aware of the issue and is working to resolve
some of those pressures.
Aspen website top performing blogs and pages for October 2024
Blogs:
1.Top 10 Reasons to Meet in Aspen (2,012 views)
2.Everything you need to know about Indy Pass (1,999
views)
3.Hiking Around the Maroon Bells (1,577 views)
4.This Week in Aspen (1,313 views)
5.What to do in Aspen in November (1,060 views)
Pages:
1.Maroon Bells Reservations (39,328 views)2.Discover the Maroon Bells (7,822 views)3.Events (6,686 views)4.Homepage (5,464 views)5.Plan your Trip (4,420 views)
•“Summer season is truly in the books. And while we’ve known since the end of July that it would be a win,
it’s nice to seal the deal, with moderate rate and occupancy driving relatively strong revenue gains
compared to last year.”
•“Unfortunately, there’s no such joy on the books for winter, at least not yet. With all six months of the
upcoming 2024/25 season now in our windshield, the view remains mostly unchanged and largely
uninspiring with occupancy down, rates up, and revenue all but flat.”
•“The quadrennial factor of a presidential election, now in the books, but very much in play in October as it
is every four years. Typically, it suppresses bookings in the short-term but is mostly no longer a factor
almost immediately after it’s over. Toss in more than a dash of school break changes and you have the
recipe for a complicated season." Source: Destimetrics
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•WOW YOU With ALL THE WORK WE HAVE
DONE IN 2024
•Budget Approvals – Board of Directors only
Agenda
Aspen Chamber Resort Association
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Destination
Management
•Marketing & Public Relations
•Group Sales
•Special Events
•Visitors Services
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Address Visitor Pressure
Enhance The Aspen Experience
Preserve Small Town Character
The bottom line: Protect quality of life, while
preserving the very reason people enjoy coming
here.
Aspen Destination Management Plan
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5Occupancy & ADR for 2024
•Winter Season (Nov ‘23 – April ‘24)
•Occupancy -6.9% YOY to 60.3%
•ADR -1.7% YOY to $947
•Room Nights Available (RNA) +13.6% YOY
•Room Nights Booked (RNB) +5.8% YOY
•Summer Season (May- Oct)
•Occupancy +4.2% YOY to 61.3%
•ADR +1.4% YOY to $654
•RNA +6.3% YOY
•RNB +10.7% YOY
•2024 Budget
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Marketing
& Public
Relations
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8Marketing Initiatives
•Over $800,000 spent in advertising
•Native, High Impact Display, Social content
campaigns, sponsored e-newsletters, year-round paid
search
•Summer Campaigns delivered over 17M impressions &
200K+ clicks referring visitors to the website
•Rack brochures, monthly e-newsletters
•New Visa data – informs media planning
•Cooperative Sales Blitzes with Snowmass Tourism &
Aspen Skiing Company to fill lag periods for upcoming
winter
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Public Relations
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10PR Year in Review
•Collaborated with local partners on hosted media visits
•Hosted one local media dinner in Nov. 2024 as a winter season
preview, in collaboration with Snowmass Tourism and Aspen
One.
•Distributed engaging press releases and timely creative pitches
•Attended a variety of in-person events and meetings
•Met with local PR partners and ACRA’s agency partners to
collaborate throughout the year.
•Delivered weekly and monthly reports highlighting notable
Aspen news and monthly PR efforts. (Missed any? You can
check those out here!)
Looking Ahead:
•We’re looking forward to additional collaboration in 2025 with
our local PR partners on hosted media visits.
•We’ll kick off planning for 2025 soon to build upon this year’s
momentum.
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PAGE 11NOVEMBER 2024
COLORADO MEETINGS +
EVENTS MAGAZINE PR HIGHLIGHTS – ACRA COVERAGEGROUPS AND MEETINGS NEWS;
MOUNTAIN IDEAL MENTION
CONDE NAST TRAVELER
DESTINATION FEATURE
ASPEN TIMES
GREEN DESTINATIONS TOP 100 STORY
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PAGE 12NOVEMBER 2024
ASPEN PUBLIC RADIO PR HIGHLIGHTS – ACRA COVERAGE (SUSTAINABILITY)MOUNTAIN IDEAL CERTIFICATION STORY
BOSTON GLOBE
INTERVIEW WITH ELIZA VOSS
ASPEN TIMES
MOUNTAIN IDEAL CERTIFICATION STORY
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PAGE 13NOVEMBER 2024
LIVABILITY PR HIGHLIGHTS – HIGHLIGHTING OUR PARTNERSHIGHLIGHTS MAROON BELLS, WILD FIG,
STRANAHAN’S, ASPEN MEADOWS, THE LITTLE
NELL, THE MOLLIE ASPEN, AND MORE.
ISLANDS MAGAZINE
HIGHLIGHTED FARM TO TABLE DINING
AND INCLUDED CACHE CACHE.
GLOBAL TRAVELER
HOSTED PETER GREENBERG DURING
FOOD & WINE CLASSIC IN ASPEN.
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PAGE 14NOVEMBER 2024
ASPEN PUBLIC RADIO PR HIGHLIGHTS – ACRA COVERAGEINTERVIEW WITH JULIE HARDMAN
DENVER POST
INTERVIEW WITH JULIE HARDMAN
ASPEN TIMES
INTERVIEW WITH JULIE HARDMAN
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PAGE 15NOVEMBER 2024
DENVER POST PR HIGHLIGHTS – HIGHLIGHTING OUR PARTNERSSHARING SUMMER NEWS
ISLANDS MAGAZINE
HIGHLIGHTED ACES
GLOBAL TRAVELER
BOSQ INCLUDED IN ROUND-UP
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PAGE 16NOVEMBER 2024
ASPEN TIMES PR HIGHLIGHTS – ACRA COVERAGEINTERVIEW WITH ELIZA VOSS
ASPEN DAILY NEWS
INTERVIEW WITH ELIZA VOSS
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Island To Go To
A Very Beautiful
Address Visitor Pressure
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360 Degree Feedback
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19Enhance Visitor Education
•TwoSix Digital Local Campaigns
•We Cycle Take Over
•Aspen Pledge at ASE
•RFTA Ads in English & Spanish
•Aspen Public Radio Ads
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20Social Media Initiatives
•Influencer Strategy – Responsible Tourism
•Short form video
•Edge Outdoors
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21Regenerative Tourism Efforts
•MountainIDEAL Certification
•Colorado Green Business Network (CGBN) of Aspen
•Top 100 Stories
•Roaring Fork Outdoor Volunteers (RFOV) Voluntourism
Opportunities with Roaring Fork Valley Destination
Alliance (RFVDA)
•Maroon Bells Reservation System & Comprehensive
Recreation Management Plan
•“Doo” Colorado Right
•New sustainability award – THRIVE Award - at January's
Wintersköl
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Island To Go To
A Very Beautiful
Enhance the Aspen Experience
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23Improve the Visitor & Resident
Experience
•Petal it Forward
o 24 bouquets
o 5 activations
o 1500 stems
•Weekly Newspaper Dashboard
•Fly Aspen Snowmass (FAS)
•UserWay Accessibility and translation
widget on aspenchamber.org
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24Diversify Visitor Markets
Local Collaborations
•Edge Outdoors
•DEIA Audit of Aspen & Snowmass Businesses with
the Colorado Tourism Office (CTO)
•Roaring Fork & Farm Map
•International PR with Snowmass Tourism
Statewide Collaborations
•Michelin Marketing Program
•Colorado Historic Opera Houses Circuit
•International Promotions Committee
•Photoshoot to create diverse representation in
assets
•CTO Destination Stewardship Strategic Plan
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Website User & Conversion Study
Year-long research conducted by Future Partners (formerly
Destination Analysts) in 2023
Co-op conducted on behalf of the DMA West Education &
Research Foundation (now One West Tourism Alliance)
-69% of users visited Aspen, most stayed in commercial
lodging
-16K trips generated
-$19.8 million economic impact
-$59.98 in economic impact per unique visitor
-Aspen's website performed above average in generating
trips and economic impact.
-The website influenced additional activities and
attractions
-Praised for its organization, detail and comprehensiveness
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Events & Partnerships
•Legacy Special Events
•Gay Ski Week
•X Games
•World Cup
•AMFS Community Pride Event
•Ruggerfest
•Stewardship Sponsorships
•Trash Crush with Pristine Riders
•Aspen Cycling Club
•Roaring Fork Mountain Bike Association (RFMBA)
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Island To Go To
A Very Beautiful
Preserve Small Town Character
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28Building Community
•Guest Service Appreciation Month
•Buttermilk Uphill Breakfasts
•Petal it Forward Activations
•ACES Potbelly Perspectives
•Wintersköl Moved to December
•Wintersköl Workforce Appreciation & Launch
•Local Media Winter Dinner
“I am so impressed with ACRA and it’s Petal it Forward
Campaign which reminds us all of our wonderful local
community by honoring its local citizens who encompass
the values and passion Aspen. Those selected then each are
asked to choose another person that exemplifies those
characteristics that help keep our beloved Aspen the town
we love.”
Julie Lampton
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Professional
Development
•Queenstown, NZ Sister Cities Exchange
•Eliza Voss & DMO’s: Outerbanks, NC, Discover Durham, NC,
Jackson Hole, WY Lake Tahoe & San Luis Obisbo
•Debbie Braun & One Tourism Alliance: Park City, Snowmass
Village, Sun Valley, Big Sky, Jackson Hole, Bend, Tahoe, ACRA
•Debbie Braun attended TravelAbility as a Panel Speaker, &
Adventure Travel World Summit
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Special
Events
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31Event Resources & Tool Kit
•Event Promotion & Marketing
Resources
•Networking Opportunities
•Vendor & Supplier Connections
•Permit & Licensing Assistance
•Regulatory Updates
•Collaboration Opportunities
•Event Planning Support
•Venue Recommendations
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January 2024
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Wintersköl Survey Results
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34Wintersköl 2.0
•Increased participation with
Stakeholders & Community Partners
•Collaborating with Warren Miller 75
•Icebreaker Bash
•Incorporating the holiday spirit
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35FOOD & WINE CLASSIC IN ASPEN
•41 years of the FOOD & WINE Classic
in Aspen
•F&W Classic in Charleston
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Group
Sales
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37Group Sales
•Wedding Fam
o August 26 – 29, 2024
o 10 destination planners (CA, CO, FL, IL, NY,
TN, TX)
•Personalized Site Visits
•Sponsorships
o Conference Direct
o Incentive Research Foundation Leadership
Insights Forum
o Financial & Insurance Conference
Professionals Association - Insurance &
Financial Services Forum
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38Travel & Tradeshow
•Meetings Industry Council with Hotel Jerome, Aspen
Meadows, St. Regis - Denver
•U.S. Travel's IPW with Colorado Tourism Office – LA
•Chicago Sales Mission with Snowmass Tourism, Viceroy
Snowmass, Viewline, St. Regis, The Little Nell, Aspen Skiing
Company, MOLLIE Aspen, The Gant, Aspen Meadows
•Northstar Destination West - Snowmass Village
•IMEX with Destination Colorado - Las Vegas
•Smart Meetings Incentive - Phoenix
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39Advertising
•Cvent
o Elevated destination listing
o Geo-targeting Google Display Ads
•LamontCo
o Quarterly e-newsletter spotlight
•Destination Colorado Meetings
o 2 sponsored e-blasts
•Feathr
o Retargeting ads
•TwoSix Digital Campaign
o Q2 2024 = 85 sessions, 74% engagement rate
o Q3 2024 = 109 sessions, 79% engagement rate
o Q4 2024 = 90 sessions, 76% engagement rate
o 35 new followers on LinkedIn in the past 90 days
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42Lead Generation
•Leads
o 235 ytd 2024 vs 229 ytd 2023
•Booking Incentives
o $2,025 master account credit
o Site Visit airfare credit
o Strategic Database Research
o 100-hour telemarketing campaign
o Enewsletter signups
o Meeting eNews 42% open rate
o Wedding eNews 71% open rate
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Visitor
Services
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44Visitor Services
Four Visitor Center Locations:
•Mill St. Main Office
•Cooper Mall Pavilion
•Gondola Plaza Satellite Summer/Fall 2024
•Wheeler Opera House
•Aspen/Pitkin County Airport
Visitor Interactions
•2024 YTD 94,761
up from 87,545 year-end 2023
Staffing:
•20 Destination Specialists
•2 new hires
•2 Lead Destination Specialists
•1 Director of Guest Services
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Enhancing the Visitor Experience
•Pavilion Refresh
o Cooper Mall and Airport Visitor Centers
•Trainings and Professional Development
Opportunities :
o Winter/summer kickoff event
o Cultivating Connection Webinar
o Aspen Learning Lab
o Weekly Events Calendar
•Supporting several Destination Marketing
initiatives
o Aspen Essential Kits
o Aspen Pledge
o ASE Guest Service snack delivery
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46Visitor Services @ The Armory
Phase 1:
•Temporary Move to Armory Spring 2025
•Partnering with BVK
Phase 2: : New Welcome Center
•Redeveloped Armory
•Visitor Center Addition – CCY Architects
Renderings
•Welcoming to All
•Connection of Community & Visitors
•Centralized Location
•Infrastructure & Technology Up-grades
CCY Architects- Proposed Visitor Center Addition Renderings
10.08.24 Aspen City Council Meeting
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Island To Go To
A Very Beautiful
Looking Ahead
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482025 Initiatives
•Resident Sentiment Study
•Redesign aspenchamber.org
•Refresh Defy Ordinary Creative
•RFP for Creative Agency
•Colorado Green Business Network of Aspen
•Sponsorship Request Matrix
•Continued evolution of data reporting
•Budget 2025
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INCOME
BUDGET DRAFT
2024 2025
Tax Revenues $4,545,750 $4,479,750
Group Participation Fee $20,500 $20,000
Grants/Contract for
Services
$101,400 $111,540
Events Sponsorship $20,000 $10,000
COOP Funds $35,000 $51,000
Interest Income $138,000 $100,000
TOTAL $4,860,650 $4,772,290
BUDGET EXPENSES
DRAFT
2024 2025
Payroll/Operating Expense $1.66M $1.71M
Marketing & Event Services $2.71M $2.63M
Partnerships $329K $314K
Research $150K $110K
Total $4.8M $4.7M
Destination Marketing Budget
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Thank You
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