2013 DESTINATION MARKETING REPORT

2013 DESTINATION MARKETING

ACRA’s Destination Marketing manages 1.5% of the 2% lodging tax funds

for the City of Aspen to promote Aspen as a premier destination year

round, with a focus on the non-winter months. The 2013 budget was over

$1.9M and was allocated to an integrated marketing campaign including

advertising, public relations, print collateral, website, social media, special

events and partnerships. We work to provide the highest return on the

marketing investment to meet our goals of driving group and leisure

visitation to Aspen for the economic benefit of the community.

KEY METRICSMAY – SEPTEMbER 2013 vS. 2012Occupancy: -3.2% ADR: +9.2% REvPAR: +5.8%

RETAIl SAlES TAx IS uP 6% YTD [through August 2013]

lODGING TAx IS uP 6% YTD [through August 2013]

HISTORICAl lODGING TAx COllECTION

In 2011 the lodging tax funds that ACRA manages increased from .5% to 1.5%*

$1,600,000

$1,200,000

$800,000

$400,000

0

HISTORICAl 7 YEAR OCCuPANCY CHART [MAY – SEPTEMbER]

24%

23%

21%

20%

20% 25%

24%

67% 72%

60%

73%

71%

78%

76%

60%

67%

54% 59% 64% 7

0%

70%

42% 46%

42% 46% 52%

47%

48%53%

51%

47%

48% 52%

62%

55%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0MAY JuNE JulY AuGuST

2007

2008

2009

2010

2011

2012

2013

SEPTEMbER

$436,964 $478,241$344,596 $375,089

$1,155,632

$1,342,157$1,420,620

2007 2008 2009 2010 2011* 2012 2013

DIGITAl• 70% of advertising budget for highly

targeted and nimble campaign

• 17.3M impressions served

• 98K Click-Thrus

DEFY ORDINARY CAMPAIGN• Planned the evolution of the Defy Ordinary

campaign to be launched Spring 2014

• New creative assets will include print, digital and video campaigns

• We also released a new Defy Ordinary time-lapse video thissummer which has garnered 20K views on multiple channels

AuDIENCE TARGET: Adults 35-54, HHI $125k+, families and couples, travel and outdoor enthusiasts, luxury seekers, and the culturally curious

MARKETS: Denver/Front Range, lA, Chicago, Florida, Houston,Dallas, New York with some focus on non-stop fl y markets

SOCIAl MEDIA [NuMbERS AS OF 10/24/2013]

• The goal for ACRA’s social mediacampaign is to be the overarchingunifying voice for all things Aspen

• Drive visitors from various socialmedia outlets to ACRA website

FACEbOOK16,191 fans185% increase in fans326% increase in engagement

INSTAGRAM2,035 followers561% increase in followers

TWITTER7,502 followers32% increase in followers126% increase in RT

PINTEREST26 boards, 513 pins71% increase in boards94% increase in pins

PRINT• 30% of advertising budget

• 6.6M Impressions

• Target lifestyle, Travel andMountain Publications

• Offered two Cooperative Advertising opportunities to ACRA Members

ADvERTISING

WEbSITE• visits to the website increased 39% from

January - September over same period 2012

• visits to the mobile site increased 10% from January – September over same period 2012

• A record number of 75,000 visits to the site inAugust 2013, up 72% from August 2012

• 74,192 web visitors clicked through to an ACRAmember’s website from January – September 2013.

MARKETING

PublIC RElATIONS HIGHlIGHTS• Pitched targeted stories to journalists

with positives messages about Aspen

• Hosted individual media and groups both nationally and internationally in key markets

• $4.4M in media value

• $1.6b media impressions

INTERNATIONAl EFFORTS• Increased collaboration with industry partners

including Aspen Skiing Company, Snowmass Tourism and Colorado Tourism Offi ce to leverage international efforts and budget

• Successful PR campaigns and hosted media FAMS for brazil, Australia and uK markets with targeted stories on Aspen in non-winter months

• In collaboration with Colorado Tourism Offi ce (CTO), hosted travel trade and media from uK, France, Japan and Singapore, and participated in the sales mission to Japan

• Participated in the International Pow-Wow TradeShow to build relationships with key travel tradein international markets

• brand uSA campaign planned for 2014 in collaboration with Snowmass Tourism in Portuguese, Spanish and Japanese content

85,000

75,000

65,000

55,000

45,000

35,000

25,000

15,000

5,000

2009

2010

2011

2012

2013

JAN FEb MAR APR MAY JuN Jul AuG SEPT OCT NOv DEC

vISITS TO ASPENCHAMbER.ORG CONTINuE TO GROW.2013 vISITS TO THE SITE INCREASED 39% OvER 2012!

GROuP SAlES • Projected year-end revenue over $400,000

• Represented Aspen at over 10 key tradeshows and industry events nationally

• Hosted 4 seasonal FAMs in Aspen for qualifi ed meeting planners

• Developed digital Meeting & WeddingPlanner brochures

AIR SERvICE• In collaboration with community partners,

participated in Air Development Committeeto garner new and expanded air service into Aspen

• Success with new seasonal air service on Delta Air lines. Daily direct from Atlanta to Aspen. Weekly direct from Minneapolis–St Paul

• Continued participation on Air DevelopmentCommittee to build on our success

SPECIAl EvENTS • Marketing support provided to events throughout

the year

• Dedicated support provided to 12 Days of Aspen, Wintersköl and the uSA Pro Challenge

• Dedicated marketing campaign for uSA Pro Challenge included broadcast, digital, print and dedicated website

INDuSTRY ACHIEvEMENTS“bEST IDEA AWARD”

for Defy Ordinary Campaign, Western Associationof Convention and visitors bureaus

“bEST WEbSITE”

Western Association Chamber Executives

GOvERNOR’S ARTS AWARD

Colorado Creative Industries

PRINT COllATERAlASPEN/SNOWMASS vACATION PlANNER:

80,000 distributed in print and over 26,000downloaded digitally. Aspen/Snowmass vacationPlanner is available in Spanish as a digital guide as well

ASPEN SPRING, SuMMER, FAll RACK:

35,000 Distributed

ASPEN/SNOWMASS OFF-MOuNTAINWINTER bROCHuRE:

20,000 Distributed

INTERNATIONAl RACK bROCHuRE

Translated into German, Spanish,Portuguese, French and Japanese

MARKETING

DRIVE VISITATION TO THE RESORT BROADEN GROUP SALES EFFORTS

BUILD STRATEGIC PARTNERSHIPS

CONTINUED AIR SERVICE DEVELOPMENT

STRENGTHEN INTERNATIONAL CAMPAIGN

ASPEN CHAMBER RESORT ASSOCIATION | 425 RIO GRANDE PLACE | ASPENCHAMBER.ORG

KEY STRATEGIC INITIATIVES FOR 2014

Debbie Braun, President and CEOToni Case, Senior Marketing Manager

Sarah Reynolds, National Sales Manager

Julia Theisen, VP Sales and MarketingEliza Voss, Marketing ManagerBeth Arenella, Marketing Coordinator