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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