HomeMy WebLinkAbout02. VLMDAC meeting minutes March 21 2024Vail Local Marketing District Advisory Council
Monthly Meeting
March 21, 2024, 8:30am
Grand View Room
AGENDA
VLMDAC Board Member Attendees:
In Person- Esmarie Faessler (Sonnenalp), Jana Morgan (Sweet Basil) Liana
Moore (Antlers), Theron Gore (East West), Douglas Kessler (Homeowner), Sam
Biszantz (Council Rep/Root & Flower) Jonathan Reap (Four Seasons), Patrick
Davis (Manor Vail), Randi Weingartner (Vail Resorts)
Zoom- Kim Fuller (Jaunt Media Collective),
Additional attendees:
In Person- Liz Gladitsch (Town of Vail), Mia Vlaar (Town of Vail), Chris Romer
(Vail Valley Partnership), Carlie Smith (Town of Vail), Ben Walton (Miles), Kristin
Yantis (MYPR), Abby Oliveira (Town of Vail), Diana Ramirez (Town of Vail),
Kristy Slack (Grand Hyatt), Michal Bednarczyk (970), Charlie Carpenter (Grand
Hyatt), Parker Owens (Bravo! Vail)
Zoom- Kay Schneider (Vail Valley Partnership), Amanda McNally (MYPR), Bob
Brown (BAAG), Chris Fair (Resonance) Dominic Prevost (Resonance), Simona
Forbes (Resonance), Kim Brussow (Vail Valley Partnership), Jeremy Gross
(Town of Vail), Jenna Luberto (BAAG), Slade Cogswell (970)
Call to Order
Esmarie called the meeting to order 8:35 AM
I. SWEARING IN NEW VLMDAC MEMBER Stephanie Bibbens
Randi Weingartner (Vail Resorts) was sworn in
II. MONTHLY FINANCIAL REPORT
Year End Results: Fund Balance utilized $431K of fund balance in 2023;
projected to use additional $311K in 2024- discussion ensued on how to
possibly spend
III. MINUTES Approval
• VLMDAC February 18, 2024 Minutes Approval
Approval Douglas first / Liana second /unanimous
IV. INFORMATION & DISCUSSION UPDATES
• 2024 PR Goals & Tactics
In-market media activations to include- Front Range F&B event
Media Events- Travel Classics, Adventure Travel Trade Ass.
Satellite Media Tour
Michelin
International PR- Mexico City F&B, Michelin messaging event
• Meta Business Account
Presented restrictions since 2020 on DiscoverVail meta accounts
Miles and Liz’s team are working on an appeal with Instagram to get
our account unfrozen
Will discuss more next month, and will continue with appeal
• Ripe Booking Platform
Initial set up for 500 listings- $10,000
~$3,000 per month for ongoing
Discussion ensued and Eric from Ripe answered questions
Motion to approve moving $48,500 from Winter photos to Data
Jonathan first/ Liana second/ unanimous
• Brand Platform
Revising the Pillars
Pioneering Spirit
Vibrant Village
Year-round Discovery
Elevated Experience
If Vail were a person, how would they behave
Passionate, Charming, Inspiring, Memorable
The Wordmark of the logo should be VAIL
There will be a special meeting in early April to discuss brand identity
development and Resonance will be presenting design mood boards
across multiple themes. The desired outcome of the meeting is to have
alignment to one theme to focus logo exploration against.
• 2024 Campaign Update
Primary audiences- Families, Empty Nesters, Travel Intenders,
Previous guests, Latin X
“Discover the Vail Moment” is the tagline #vailmoment is the hashtag
Alternative tagline- “A moment for…..”
Campaign Pillars-
One of a kind Village
A shared love for place
Spontaneous moments
A welcoming, elevated experience
• Town of Vail Updates
Topics at the Town Council retreat- housing, employees, events,
excellent customer service from the town
Taste of Vail April 3-5 and Apres at the Amp April 4-6
April 19- end of season bash Golden Peak 1-7 pm, suitcase giveaways
to Vegas, BlackHawk and Vail
Mountain Pride is hosting Queer Ski Weekend this weekend
• Other Business
• Adjournment
Esmarie called the meeting to adjourn 11:04 am Jonathan first / Liana
Second/unanimous
Upcoming Meetings:
VLMDAC Special Board Meeting,
VLMDAC Special Board Meeting, Wednesday, April 3, 2024, Virtual
VLMDAC Board Meeting, Thursday, April 18, 2024, Grand View Room