Confidential Breckenridge Resort Chamber only Breckenridge Resort Chamber, draft 2 Presented to Marketing Committee May 20, 2010

Confidential Breckenridge Confidential Breckenridge Resort Chamber onlyResort Chamber only

Breckenridge Resort Breckenridge Resort Chamber, draft 2Chamber, draft 2

Presented to Marketing CommitteePresented to Marketing CommitteeMay 20, 2010May 20, 2010

2009 Highlights

Sales• “Pinnacle Award” and “Best of 2009”• Increased consumer shows

Publications• Official Vacation Planner• Official Town Guide• Official Meeting + Wedding Guide

2009 Highlights cont…

Advertising and Promotions• Brand and advertising refinement• Marketing focus

“peak” vs “shoulder” “repeat” vs “new customer” “direct response” vs “point of consideration”

• Stronger electronic media Behavioral, content/video segments

• Building database• Re-launch of Web site


Public Relations• Video News releases• New York, Houston PR missions• Radio and satellite media tours

Special Events• Enhanced current events• New “Breck Bike Week”


Membership• Held membership• Après ski promotions

Welcome Center• Reconfiguration of brochure racks

Central Reservations• Boosted incremental revenue streams• Reduced staff levels and operating costs

(40%)

Key Indicators

↓ Sales, Cen Res, Sponsorships- down↔ Web site-1,601,806 page views↔ BRC Membership-403↑ Subscriber Database-up 45%↑ PR Advertising Equivalency-up 27%↑ Special Event Attendance-up 1%↑ Welcome Center Attendance-up 8%↑ Market Share-up 3%

Recap of Winter 2009-10 Objective

• Hold market share, improve December occupancy, build momentum

Message• Quaint Victorian Holidays, strong “value”

Key Markets• Chicago, Dallas, Houston, KC, St. Louis, Atlanta, Denver

Media• Radio, online, print, long form TV, satellite and radio tour

Additional• Increased holiday and spring animation

BRC 2009-10 Winter ObjectivesBRC 2009-10 Winter Objectives

Hold market shareHold market share Fortify key season to maximize returnFortify key season to maximize return Continue to leverage BSR planContinue to leverage BSR plan Opportunistic and flexibleOpportunistic and flexible Integrating PR with media planIntegrating PR with media plan Maximize on visitor spend Maximize on visitor spend Deepen partnerships - CTO, Visit DenverDeepen partnerships - CTO, Visit Denver Focus heavier in new media/Web Focus heavier in new media/Web

enhancementenhancement Focus on Central ReservationsFocus on Central Reservations Brand refinementBrand refinement


2010 Travel Outlook-CTO

International ATA suggesting another in-bound decline in 2010 after

10.5% decreases in 2009 Outbound U.S. air capacities reduced by 5% for 2010

Domestic Early data is suggesting slow travel recovery in U.S. Domestic Jan/Feb travel was 2.2% ahead of 2009 but still

7.7% under 2007 levels Domestic hotel occupancy in January was 0.4% below 2009,

still 12.6% below 2007 Overall pricing still 15-20% below 2007 levels and lagging

other retail sectors


2010 Travel Outlook-CTOEconomy improving Household Net Worth up 15% from December 2008 Consumer confidence has risen four consecutive months Employment numbers reported on April 2 exceeded expectations

(growth of 162,000 jobs)

Spring/Summer travel showing signs of strength Air bookings for Spring Break appear projected to finish 4% ahead of

2009 American Airlines and Southwest both adding route capacity for

summer period versus 2009 USTIA now forecasting 4.7% spending increases on summer leisure

travel versus 2009

Group travel still weak Recent MMG poll of travel executives pegs recovery in 1Q 2011 Traditional group hotels have inverted group/transient business mix

in last 12 monthsConfidential Breckenridge Confidential Breckenridge

Resort Chamber onlyResort Chamber only

2010 Travel Outlook-BRCAir travel IATA expected passenger demand to grow by 5.6% ADVITO expect loads to increase 4.5% regional, Latin America 5%

intercontinental ATA VP/Chief economist observes steady upward trend in

bookings, including premium seating for business customers

National Lodging PKF predicting +1.2% supply, +1.2% demand, +.1% occupancy, -

1.4% ADR, -1.1% RevPAR Most of 2010 demand in 1st qtr 35% loss in lodging profitability in 2009, profitability predicted in

2011

Other indicators Job demand improving 1st qtr Texas, 4th qtr Denver Warmer than average temperatures for Texas/Oklahoma in June



Summer 10’ TrendsSummer 10’ Trends

Continuation of closer in bookings, decrease in Continuation of closer in bookings, decrease in advance reservations, shorter stays advance reservations, shorter stays

Invasive pricing from high end competitionInvasive pricing from high end competition Erratic booking patterns Erratic booking patterns Competition among other vacation destinationsCompetition among other vacation destinations $5M reduction in CTO funding$5M reduction in CTO funding Increased Breckenridge accommodations Increased Breckenridge accommodations ““Voluntourism,” learning vacations, arts & cultureVoluntourism,” learning vacations, arts & culture

Summer Occupancy ForecastSummer Occupancy Forecast

As of April 30, 2010 As of April 30, 2010 Summer Occupancy was pacing up 5%, ADR up Summer Occupancy was pacing up 5%, ADR up

4%, RevPar up 8%4%, RevPar up 8%• June -14%, ADR +11%, RevPar -5%June -14%, ADR +11%, RevPar -5%• July -2%, ADR +6%, RevPar +4%July -2%, ADR +6%, RevPar +4%• August +39%, ADR -1%, RevPar +37%August +39%, ADR -1%, RevPar +37%

MTRiP Aggregate Summer trendsMTRiP Aggregate Summer trends• June -10%, ADR +3%June -10%, ADR +3%• July +13%, ADR +7%July +13%, ADR +7%• August +8%, ADR -1%August +8%, ADR -1%



Overlaying StrategyOverlaying Strategy Hold market shareHold market share Moving Breckenridge brand to the Moving Breckenridge brand to the

point of inspiration point of inspiration 60-90 days with a retail message60-90 days with a retail message National exposure to maintain brand National exposure to maintain brand

awarenessawareness Occupying “the Valleys”Occupying “the Valleys” Cen. Res Specific Brand Cen. Res Specific Brand

THE MAIN MESSAGE & FEELINGTHE MAIN MESSAGE & FEELINGWE WANT TO COMMUNICATEWE WANT TO COMMUNICATE

In a world of resort destinations, Breckenridge In a world of resort destinations, Breckenridge stands alone as an authentic town that lets you stands alone as an authentic town that lets you kick-it-up or kick back, whatever your moodkick-it-up or kick back, whatever your mood

PERSONALITY:PERSONALITY:• We are: We are: Real, approachable, interesting, fun-Real, approachable, interesting, fun-

loving, historic, hip, forward thinkingloving, historic, hip, forward thinking• We are not: We are not: Glitzy, big attitudes, box stores Glitzy, big attitudes, box stores

and fast foodand fast food

Be it, don’t say it. Be it, don’t say it.


Marketing

Advertising, Electronic, Web

Marketing ObjectivesMarketing Objectives

Building the Brand of Breckenridge point of Building the Brand of Breckenridge point of inspiration and at the time consideration inspiration and at the time consideration

Drive demand for the destination & build top of Drive demand for the destination & build top of the mind awareness during lower compression the mind awareness during lower compression times times

Regain market share in California, Florida and Regain market share in California, Florida and International MarketsInternational Markets

Develop opportunities to find “Our People”Develop opportunities to find “Our People”• Partnerships, promotions, SEM Partnerships, promotions, SEM

Grow Web traffic and time onsite, Opt-In Grow Web traffic and time onsite, Opt-In Database , bookings and analyticsDatabase , bookings and analytics

Overlaying Strategies Overlaying Strategies

Hold Market ShareHold Market Share Brand retailing messageBrand retailing message Cen. Res. specific BrandingCen. Res. specific Branding Integrated Marketing, PR, Events and Integrated Marketing, PR, Events and

Sales effortsSales efforts

Seasonal StrategiesSeasonal Strategies

Fall 2010Fall 2010• PR winter package pitchesPR winter package pitches• Consumer ski showsConsumer ski shows• Additional Holiday AnimationAdditional Holiday Animation

Winter 2011Winter 2011• PR event specific pitchesPR event specific pitches• Marketing to support Events & Marketing to support Events &

Creating demand for mid season Creating demand for mid season packagespackages

• Meeting planner trade shows Meeting planner trade shows

Seasonal ObjectivesSeasonal Objectives

Summer 2011Summer 2011• PR activities & packages pitchesPR activities & packages pitches• Marketing Stimulating interest in Breck Marketing Stimulating interest in Breck

SummerSummer• Marketing Supporting for Key EventsMarketing Supporting for Key Events• Wedding, Reunion and “City Wides”Wedding, Reunion and “City Wides”

Winter Campaign Examples

Partnerships:

click on links below:Online Flash http://focal55.com/breckenridge_resort_chamber/20percent.html

http://focal55.com/breckenridge_resort_chamber/index.html http://focal55.com/breckenridge_resort_chamber/go-break.html

Rich Media http://spongecell.com/api/widgets/226836/test.html?n=breckenridge-300x250

http://www.videoegg.com/ad-preview/?size=300X250&adsize=300X250&ccid=16225

Public Relations http://www.khou.com/great-day/gdh_091204_seg3_breckenridge-78528907.html


Outcome

Gain in December occupancy/RevPar• Sept occ. -16%, RevPar -33%• Dec occ. -3%, RevPar -11%

1.9% gain in December market share Winter occupancy -12%, ended +4% RevPar behind -27%, ended -2% Market share +3.9% (Dec-March)

Preview of Summer 2010 National Branding

• Travel classifieds-Sunset, Travel and Leisure• Long form TV• Media tour

National Online• Behavioral /contextual targeting• Video banners

National/Tour and Travel/Front Range• Billboard I-70

Front Range (Supporting Events)• Television• Radio

Media PlanMedia Plan

(Handout)

Marketing Measurements

2009 Actual

2010 Goals

09 vs 10

Page Visits

1,100,000 1,200,000 +18%

Unique Visits

N/A 500,000 N/A

Database

61,144 85,000 +39%

Communications

Communications 2009 Highlights

Breck 150 PR Efforts FAM Trips: UK, Bike Week, Breck150, Oktoberfest Traveled to NYC: New York Times Travel Show Partnered with the CTO on Houston NBC and ABC

interviews promoting summer Supported marketing strategies with spring break

and holiday initiatives New Media: Managed BRC Twitter account 2009 Coverage Highlights: Outside Magazine, Go

Magazine, Dallas Morning News, USA Today, Travel Channel, Weather Chanel, BudgetTravel.com, VeloNews.com...

PR Measurement

Measurement Objective: Refining results, analyzing best practices and revising indicators

Strategies: Following industry standards and best practices use by the CTO

Tactics• Beginning 1/1/10 PR will only measure clips the department directly

worked on as opposed to all clips mentioning Breckenridge • Change in measurement will reflect about a 50% decrease in ad

value and impressions• Total media assisted will be measured by any journalist PR has had

any kind of touch point with either in-person, via phone or via email

PR Projections and AccomplishmentsTotal Media Assisted Ad Value Impressions

2010 Goals 350 $15,000,000 150,000,0002009 Actuals 322 $32,639,842 391,695,2802008 Actuals 307 $23,872,896 279,639,842

Communications Objectives

• Drive awareness and demand for Breckenridge and its segmented products and niches

Strategies• Reinforce marketing, sales and events objectives• Proactively pitch and host new journalists in

Breckenridge• Less focus on “busy” seasons (Spring Break &

Christmas)• Drive content that highlights our uniqueness in the arts

and outdoors• Maintain, improve and leverage partnerships• Stronger focus on community relations

Communications cont… Tactics

• Support marketing with long form partnership, targeted cities and subject matter

• Media related trade shows and sales events • Familiarization trips during summer and non-busy

seasons• Strategic pitching geared toward media trends

(“voluntourism,” culinary and learning vacations)• Freshening story angles for signature events• Joint media missions and hosting with CTO, BSR and

surrounding destinations• Retain Hula Communications to pitch more stories to

longer lead and larger outlets• Local media invites to BRC events and strategic

community releases

Sample 2010 Media Pitches

Bike Breck’s mining-flumes-turned-singletrack and downright dirty “voluntourism”

Learn to be an artist in Breckenridge Breck celebrates indie chefs and

restaurants that dominate town Bring a block of CO snow to NYC and

have Team Breck show the city how snow sculpting is done

Group & Leisure Sales

Group Research Highlights

Industry experienced 20% decrease, attendance down by 10%

Booking trends have become very close in, a few weeks out in many cases as opposed to months or years

Buyers market for groups and meetings, groups demanding flexibility or elimination of cancellation and attrition clauses, and seeking value added incentives.

Planners foresee continued outsourcing of the meetings business and continued growth of third party planners

Meetings being held locally or closer to home, and avoiding perception of “Resort” destinations and properties

Research for travel and meetings predominantly on internet and the elimination of printed materials

Increased focus on green meetings and green facilities

Sales Highlights Integrated database, Salesforce to be customized and

utilized Memberships and active participation in Meetings Industry

organizations in Front range to be used for greater CVB exposure and increased number of meetings leads

Strengthening of partnerships with lodging partners and increasing co-op opportunities for tradeshows and advertising

Redesign of web-site for meetings and weddings optimizing search results and improving navigational components

Convention Services to be offered to groups with the assistance of BRC Ambassadors Hospitality Committee

FAM Trips held with meeting planners during Town Events Work closely with town departments to form “Local

Committee” to ease the process of booking city wide meetings and events and enhance rebooking of events

Preliminary Group Marketing Strategies 2010

Web redesign to improve navigation and search results Opportunistic Buys and Media Production (Successful

Meetings, One+ MPI, Colorado Meetings & Events Magazine) Research Opportunities for ad placement to increase weddings Eblast strategies (Successful Meetings, MPI, Destination

Colorado) value added for purchase of advertisements Eblast campaigns utilizing Salesforce database to meeting

planners, group leaders, and travel agents Targeted print advertising and Directory listings in key

markets and industry associations (Denver, Colorado Springs, Chicago, TX) to include co-op as well

Eblast Strategy for 2010

2 E-blasts to 5000 meeting planners through Successful Meetings ad buy

Quick Hits monthly eblasts to meeting planner database thru Destination Colorado

Email campaigns to contacts in targeted cities prior to trade shows

Email campaigns clients in front range prior to sales blitz and client appreciation event

Eblasts to travel agents with consumer and trade seasonal specials, plus wedding season ticklers

Quarterly eNewsletter to entire database

Sales Market Conditions – Caveats

Further adjustments to market segment focus to maximize effectiveness on highly productive segments while continuing efforts in developing markets and segments

Ensure balanced focus across all property types and markets

Engage and support partners of the BRC and those considering joining the BRC

Maximize effectiveness of and productivity from Meeting Planner portion of BCVB website

Develop Weddings Page for the BCVB website Maximize utilization and effectiveness of SalesForce to

enhance Partner and client experience

Director of SalesResponsibilities

ConferenceAnd GroupServices

SalesMarketing

DatabaseAccountMaint.

Trade Shows

DOS

Annual Performance Measures Number of Leads Generated

MARKET 2009 2010 % inc

Corporate 21 28 33%

Association 7 10 43%

SMERF 28 32 14%

Weddings 36 40 11%

TOTALS 92 110 20%

Number of Client Contacts Made by Director of Sales

Action Item Monthly Annually

Phone calls/Emails 150 1,800

Sales Call Visitations 3-4 40

Industry Meeting Contacts 10 120

Group Servicing 1-2 12-20

FAM Tripsn/a 3

Client Events n/a 2

Tradeshow Highlights

Review and Evaluate show participation across all segments and geographic territories to extent deserved by each category (09 in parenthesis)

Meeting Industry Shows – 8 (2) Consumer Ski Shows – 5 (10) Consumer Golf and Wedding – 2 (1)

Potential Tradeshows and Memberships

Tradeshows

MIC- Meetings Industry CouncilDest Colo Front Range Trade Show

Holiday Showcase Chicago Co Soc of Assn Execs Annual Conf

Soc of Govt Mtg Prof Annual Successful Mtgs Univ TradeShow

MPI SummitInc. Research Foundation

London Ski ShowDenver Ski Expo

ChicagoFlorida

Denver Golf EXPOBridal Expo

Memberships

MPI – Rcky Mtn ChapterSGMP – Rcky Mtn ChapterCSAE – Rcky Mtn Chapter

Destination ColoradoNTA

Blitzes, Fams and Client Events

Denver Front Range Sales Blitz co-op with BRC partners Client Appreciation Event in Denver to wrap-up blitz, co-op

with BRC partners Dallas Sales Blitz to targeted clients both meeting, and ski

group in conjunction with BRC partners Client Appreciation Event in Dallas to wrap-up blitz, co-op

with BRC partners Meeting Planner FAM trip with 12 planners to be held during

Kingdom Days, June 18-20 with assistance of BRC partners Meeting Planner FAM trip to follow the Successful Meetings

Univ. trade show in Denver in July with assistance from BRC partners

“Greens and Golds” FAM in the fall for 16 planners including golf with assistance of BRC partners

Blitz, Fam, Sponsorship Highlights

Fall Folliage FAM – Greens and Golds with

meeting planners with assistance of BRC partners MPI Networking Event in August showcasing

Breckenridge as a family friendly destination, 2 night, 3 days with assistance from BRC partners

Working on winning bid to host annual MPI/PCMA Client Appreciation Golf Tournament with approx. 75 planners in attendance

Conference Services Define processes and services to include: Work with clients from lead generation through site visits,

selection, welcome receptions, and on-site events to build relationships and increase repeat business

Outreach to BRC Ambassadors for assistance with groups on-site as well as during site visits and FAM trips

Establish a convention calendar available for members on our website and to be sent via email

Offer promotional materials and support to clients to increase their attendance and improve guest experience

Represent the BRC/BCVB on Local Committee with town members for citywide groups

Work closely with TOB on existing citywides to help grow the event and establish Breckenridge as event home

Special Events

Objectives• Create well-produced and intriguing

events to help drive the destination and Front Range markets

• Continue to work with the town to elevate the animation of the town

• Improved events for greater impact and revenue

Special Events

Key Events• Ullr Fest, 14.5k attending in Jan.• Snow Sculptures, 34k attending in Jan.• Mardi Gras, 9k attending in Feb. or

March• Kingdom Days, 9.5k attending in June• 4th of July, 18k attending• Oktoberfest, 29k attending in

September

Special Events

Strategy & Tactics• Review key impact times, working with

staff and key stakeholders for full feedback

• Monitor event inconvenience vs benefits of events in relation to businesses, traffic and pedestrian impacts

• Continue adding elements to our events that reinforce the Breckenridge brand

Stay true to the “Real Town”

Special Events

Strategy & Tactics (continued)• Enhancement to the events in order for them

to stay fresh to repeat guests Ullr brand development and greater depth Greater opportunities for Snow Sculptures Evolve Mardi Gras weekend formula of events Revisit the “heritage” of Kingdom Days Further establish Bike Week Add more European authenticity to Oktoberfest

Sponsorships

Objectives• Re-develop the event sponsorship

program into a strong research and strategic alliance partnership

• Incorporate assets from across the various departments to further enhance proposals and offerings

Sponsorships

Key Event Sponsorship / Income Goals• Ullr Fest $10,000 / $ 2,300• Snow Sculptures $35,000 / $ 40,000• Mardi Gras $ 4,500 / $ 4,500• 4th of July, $ 6,500 / $ 2,500• Oktoberfest $30,000 / $222,000• Lighting of Breck. $ 1,500 / $ 0• Miscellaneous Inc. $ 1,200

Totals $87,500 / $272,500

Sponsorships

Strategy & Tactics• Develop strategic alliance programs

that will generate greater value for both the sponsors and the event / facility

• Expand sponsor programs for local businesses to grow their event exposure and opportunities

• Continue cost saving efforts

Membership Develop membership/prospective membership education

about what the Chamber does in Town and for the Town Research possible benefits and incentives to enhance and

increase membership Form Retail Committee to work more effectively with the

Main Street merchants and drive business to Main Street Work with Group Sales to increase opportunities for the

members with incoming groups Create a better Membership presence on the gobreck.com

website Continue e-blasts to promote communication with members

Welcome Center Work with Events and Marketing Departments to create

merchandising and sponsorship opportunities at the Welcome Center

Develop ideas to use the video monitor in the Welcome Center to cross market the Town and benefit Membership

Develop revenue streams for the Welcome Center Work on signage/lighting to attract visitors to the Welcome

Center Work on displays in the Welcome Center to increase visitor

awareness of events and happenings in Town. Develop materials to distribute that will increase awareness

and usage of the Welcome Center facilities for both residents and visitors

Continue to develop best practice protocols and training for the Welcome Center staff

Develop recording tools for data collected

Documents

Confidential Breckenridge Resort Chamber only Breckenridge Resort Chamber, draft 2 Presented to Marketing Committee May 20, 2010