Snowmass Tourism Office Presentation to PTRAB

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Snowmass Tourism OfficePresentation to PTRAB

• March 9, 2009

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State of Snowmass
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Groups Overview

• New Director with Market
• Target Audiences
• Continuing Education
• More Higher End and Incentive Groups
• Smaller Meetings for In-House Business

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Groups Overview

• Increased Relationship Building
• Trade Shows
• Customer Events
• Customer-Centric Approach
• Meeting Planners, Guests
• Stakeholders, Partners
• Advisory Council (external)

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Group Business

• American College of Cardiology
• 40th Anniversary!
• January 8 15
• 400 - 500 people
• Florida Ski Council
• January 17-24, 2009
• Almost 800 people

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Group Business

• National Brotherhood of Skiers
• January 31 February 7
• About 1,000 people
• Aspen Anesthesia
• January 31 February 7
• 275 people

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Group Business

• North American Police Ski Championship
• March 7 14
• 250 people
• Disabled American Veterans Winter Sports Clinic
• March 27 April 1
• 1200 people

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2008 Group Sales ProductionAs of 12/2008
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Groups Discussion
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Winter Marketing Highlights

• OBJECTIVE
• Generate destination and drive market overnight
  business by promoting Snowmass lodging/packages
  in the marketplace.
• MESSAGES
• Enhancements New Reasons To Still Love
  Snowmass
• Tremendous Values (Frontier Fly Free, Perfect
  Storm)
• 95 Ski-in, Ski-out Lodging Convenience
• Appealing to the Entire Family/Group
• More Runs in Your Day
• Vibrant and Peaceful Do Something, Do Nothing

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Winter Marketing Highlights

• TACTICS
• Core and Lifestyle Pub Advertising
• Targeted Direct Mail Campaigns w/Email
  Reinforcement
• Aggressive Online Campaigns, Continued
  Enhancements to Websites, and Emerging Online
  Marketing (texting)
• Guest Collateral and Guest Service Programs
  (Faces)
• Sponsorship of SkiCo Events
• Special Deals for Guests, Groups, Community

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Ski
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Outside
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Ski and Outside Insert
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Powder
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Snowboarder
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Freeskier Free Poster Promo
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Wild Blue Yonder Co-Op
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Travel Leisure
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Weekly Denver Post Snow Report
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Travelocity
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Orbitz
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Orbitz Deals
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Colorado.com
Outside Blast
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Travelocity Banner Waitscreen
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Frontier Promotion
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E-Blasts
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Three National Direct Mail Drops 100,000 E-blast
Reinforcements
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Direct Mail 3
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Looking Forward
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Priorities Driving Budget Decisions

• Winter more than Summer
• Marketing more than Events
• Events Driving Overnight Stays and Spend
• Groups Relationship Building
• Online and PR more than Print
• Even Stronger Partnerships and Co-ops

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Turning Over All Stones

• Travel Agency Blitz
• New Products (Group Team Building)
• Scholastic American Recreation Program
• Colorado Welcome Center Visits
• Perfect Summer Value Card
• Colorado Tourism Office Initiatives

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Outside Magazine
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Travel Leisure
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Meeting Planners International
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Meetings/Groups Co-Op
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Group Welcomes
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State of Snowmass

• Greatest mountain resort story in the country!
• Fuel prices dropping
• Consumer confidence slowly building
• Big groups in January February
• Opportunity to really deliver on guest service
• Community that sticks together

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Advantage Snowmass
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IT IS DECIDEDLY SO