HomeMy WebLinkAbout02. VLMDAC meeting minutes May 16 2024Vail Local Marketing District Advisory Council
Monthly Meeting
May 16, 2024, 8:30 am
Grand View Room
AGENDA
VLMDAC Board Member Attendees:
In Person- Esmarie Faessler (Sonnenalp), Theron Gore (East-West), Sam
Biszantz (Council Rep/Root & Flower), Kim Fuller (Jaunt Media Collective)
Zoom- Patrick Davis (Manor Vail) Jonathan Reap (Four Seasons), Douglas
Kessler (Homeowner)
Additional attendees:
In Person- Liz Gladitsch (Town of Vail), Chris Romer (Vail Valley Partnership),
Carlie Smith (Town of Vail), Abby Oliveira (Town of Vail), Diana Ramirez (Town
of Vail), Michal Bednarczyk (970), Bob Brown (BAAG), Slade Cogswell(970),
Jenna (), Taylin(), Kristy Slack (Grand Hyatt), Andrea Heffnen (Grand Hyatt)
Zoom- Kay Schneider (Vail Valley Partnership), Amanda McNally (MYPR), Kim
Brussow (Vail Valley Partnership), Jeremy Coleman(BAAG), Parker
Owens(Bravo Vail) Ben Walton (Miles), Mia Vlaar (Town of Vail), Myha
Gallagher, Andrea Heffner, Beth Wright-Cheeseman (Miles), Jodi Doney (EGE),
Kristin Yantis (MYPR), Naveen Chandra (BAAG), Tor Linzee (The Hythe)
Call to Order
Esmarie called the meeting to order 8:32 AM
I. MINUTE APPROVAL April 18, 2024 and Special Meeting Minutes April 3,
2024
Motion to approve- first Theron / second Kim/ unanimous
II. MONTHLY FINANCIAL REPORT
$1.2 million was collected in March which is 6.3% ahead of last year and
11.1% up from budget
Lodging tax collections Year to date $2.9million 5.4% ahead of budget and
3.8% ahead of 2023
Year to Date Expenditures are $667,000 which is 13% of the total budget of
$5.8mil
III. INFORMATION & DISCUSSION UPDATES
• 2024 Supplemental
Chris Romer spoke about where we can impact marketing efforts by
increasing the length of stay
Bob Brown spoke to Loyalty, building loyalty-repeat visitation
Ask lodging partners to give us the percentage of repeat summer (May
through October) visitors they have had- from 2021-2022 and 2022-
2023
• CRM and Analytics Update
The email database continues to see strong growth and increased
segmentation and engagement
• Vail Brand Poll Results
3 Options, no decision on how to move forward
• 2025 Campaign Concepts
Objectives:
- Enhance narrative diversity
- Build on established essence
- Promote Longer stays
- Apply the RED test (relevant, easy to understand, distinct)
The campaign feedback is overwhelmingly positive
Board to choose from Concept 1 or 2
Concept 2 is preferred but will have to wait until more Board members
chime in
• DMO & VLMDAC Strategic Visioning
Strategic Planning Session proposed for October 9-11 in Steamboat
Springs
• Town of Vail 2024 Strategic Plan
• Town of Vail Updates
• Other Business
• Adjournment
Esmarie called the meeting to adjourn at 11:06 am unanimous
Upcoming Meetings:
VLMD (Town Council) Supplemental Meeting
Tuesday, June 4, 2024, Grand View Room
VLMDAC Board Meeting
Thursday, June 20, 2024, Virtual Only