vail resorts epicmix november 2, 2011 uwsmc charlie mayfield
TRANSCRIPT
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Vail Resorts
EpicMixNovember 2, 2011UWSMCCharlie Mayfield
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Vail Resorts Publicly Traded Corporation
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Revenue Sources
63% Mountain Operations
18% Lodging
19% Real Estate
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Leisure Travel Sees New Channels of Distribution
Booking curve MUCH closer in On line bookings from many suppliers
Travel agents long gone
Close in deals to generate reservations
Public PERCEPTION of snow conditions a
KEY decision making factor for snowsports resorts
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Cancelled $M’s of ads in national publications Conde Naste Traveler, Outside, Travel & Leisure, Ski, GQ,
Mens Health, Rolling Stone, etc.
Combined advertising, pr, and social media to develop coordinated content across multiple channels
Goal to constantly engage skiing enthusiasts in real time
2009 Vail Abandoned 80% of Traditional Advertising And Went Online
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2010/11 Introduces EpicMix
RF chip embedded in all tickets & passes
RF reader terminals installed at base of all lifts at all resorts
EpicMix allowed a rider to track lift rides and vertical feet ridden at all resorts
Earn “badges” for achieving various on-mountain activities & challenges
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Access & Share Lift Ride Info In Real Time
EpicMix pages, Facebook, smart phone apps 290,000 guest posts to Facebook
Friends Tracker - Where are your friends?
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EpicMix Member Page
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EpicMix Has A HUGE Technological Cost
RF reader “archways” at each lift and other various on-mountain landmarks at 6 individual resorts
Data from all RF source points collected and consolidated
On a busy day there could be over 100,000 combined users
Data for each individual sourced and uploaded into individual EpicMix accounts in real time
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Some Other Ski Resorts Use RF Ticket Technology, But Only For Lift Access
No one else has invested in an infrastructure like EpicMix
Proprietary software
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RF Technology Differs From GPS - Based Technologies Like Foursquare
No “opt-in” process required
With RF, everyone is scanned, but only some their access data
200,000 EpicMix members 2010/11 10% - 15% of all guests
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Other 2010/11 Social Media EpicMix Programs
YouTube video contest - $10,000 1st prize Viewers voted for their favorites
Marty Lempkin info-mercial parodies on YouTube
EpicPass infomercial 22,000 views
Goal was to “Keep The Buzz Going”
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2011/12 New Features Enable
Guests To Visually Share Their On-Mountain Experience
VR eliminated traditional on-mountain commercial photo service
VR added 200 new staff photographers at the 6 resorts
Cameras w/ RF connections linked photos to servers and then to each ticket holder’s on-line account(s)
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Guests Can Now Share EpicMix Information & Photos On Sites Like:
- Facebook - Twitter
- Flickr - Snapfish- Shutterfly- iPhone & Droid apps
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EpicMix Website Greatly Expanded
“Buzz” The Buzz Team blogs, Tweets and posts
photos and videos
“Epic Moms” Resort Blogs Customer Service & Comments Snow & weather reports
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Public Concerns
“They” always know where I went and when I went there
Will I be bombarded later with unwanted marketing messages? Will they share my data with 3rd parties? Can I really trust these guys?
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Question:
Is EpicMix an invasion of privacy, or does guest accept the program’s terms and conditions when he/she buys a pass or ticket?
Vail Resorts DOES allow a person to “opt out” of the program and not be tracked via RF if they so request
Its kind of a hassle, though
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Meanwhile, In The Back Room……..?????
EpicMix on-mountain activity data COULD be added to other customer information and purchase histories in the
CID - Customer Information Database Lodging
if booked thru Vail Central Reservations If staying at VR lodging property
Lift ticket purchases Equipment Rentals Lessons, programs, kids ski school Retail purchases (at VR shops) Food & beverage at VR establishments
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“Now They Know All About Me, AND They Have My Picture….!!!
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• How will/could this information be used?
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“Ski Pass Defender”
RF-blocking ticket & pass wallet on sale at resorts to “maintain your privacy”!
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EpicMix Has Become A Great Social Media Tool
Real time information to customers 2 Way Interaction w/ Customers
Customer to customer communication
Customers to friends & family, others
Numerous Social Media platforms engaged
Ongoing word-of-mouth buzz
Customer perceived value of (free) EpicMix
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Sources http://www.snow.com/epic-pass/pass-benefits/epicmix.aspx http://www.vailfilmfestival.com/epicmix-contest/ http://buzz.snow.com/videos/buzz_videos/snow_squad/m/snow_squad/
7108.aspx?cmpid=SOC00267 http://mashable.com/2011/08/31/vail-epicmix-2-0/ http://en.wikipedia.org/wiki/Radio-frequency_identification http://mashable.com/2011/08/31/vail-epicmix-2-0/ http://www.fastcompany.com/1777286/why-vail-resorts-is-cannibalizing-its-p
hoto-business http://mtnweekly.com/vail-epic-mix-program-tracks-skier-movement-4309 http://www.contagiousmagazine.com/2010/08/vail_resorts.php http://news.yahoo.com/vail-resorts-adds-photo-features-epicmix-app-191509
666.html http://www.vaildaily.com/article/20110831/NEWS/110909999 http://www.skinet.com/skiing/resorts/2010/09/vail-resorts-announces-epicmix http://www.wired.com/playbook/2011/08/epicmix-lets-you-get-your-hero-on/ http://skipassdefender.com/ http://www.aspentimes.com/article/20110831/NEWS/110839965
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http://adage.com/article/about-digital/social-media-upends-ski-resort-marketing/140710/
http://onetoonetravel.com/vail-resorts-epicmix-and-the-social-networkification-of-skiing/ http://asalesguy.com/2011/03/21/vail-resorts-ceo-rob-katz-on-social-media-sales-and-
whats-changing/ http://www.dr4ward.com/dr4ward/2011/03/how-social-media-has-abruptly-dramatically-
changed-ski-resort-marketing-ceo-video.html http://digitalmarketing101.typepad.com/interactive/2010/03/social-media-for-a-ski-
resort.html http://www.thesnowway.com/2011/03/12/social-media-blogging-skiing http://business.transworld.net/62217/news/vail-resorts-announce-2010-2011-epicmix-
stats/ http://www.elliott.org/blog/can-social-media-improve-customer-service-vail-resorts-
discovers-the-answer-one-run-at-a-time/ http://visitbreck.blogspot.com/2011/04/201011-ski-season-closing-and-epic-mix.html http://mikethomastv.com/?p=4888 http://www.aspentimes.com/article/20110406/NEWS/110409926
Sources (2)
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