HomeMy WebLinkAbout02. VLMDAC meeting minutes July 18, 2024Vail Local Marketing District Advisory Council
Monthly Meeting
July 18, 2024, 8:30 am
Grand View Room
VLMDAC Board Member Attendees:
In-person- Esmarie Faessler (Sonnenalp), Douglas Kessler (Homeowner),
Theron Gore (East-West/), Sam Biszantz (Council Rep/Root & Flower), Patrick
Davis (Manor Vail) Jonathan Reap (Four Seasons), Liana Moore (Antlers), Jana
Morgan (Sweet Basil)
Additional attendees:
In-person- Mia Vlaar (Town of Vail), Liz Gladitsch (Town of Vail), Abby Oliveira
(Town of Vail), Diana Ramirez (Town of Vail), Carlie Smith (Town of Vail), Jake
Shipe (Town of Vail), Michal Bednarczyk (970), Bob Brown (BAAG), Slade
Cogswell (970), Kristin Yantis (MYPR), Kim Brussow (Vail Valley Partnership),
Ben Walton (Miles), Sara Ostrand (), Kristy Slack (Grand Hyatt),
Zoom- Jenna Luberto (BAAG ), Kay Schneider (VVP), Amanda McNally
(MYPR), Jeremy Coleman(BAAG), Jodi Doney (EGE), Hannah Peterson (Vail
Resorts), Beth Wright-Cheeseman (Miles), Sam Davis (Miles), Tor Linzee(The
Hythe)
Call to Order
Esmarie called the meeting to order at 8:33 AM
I. MINUTE APPROVAL June 20th, 2024
Motion to approve- first Jana/ second Jonathan/ unanimous
II. MONTHLY FINANCIAL REPORT
Lodging tax collection for May $69,000
YtoD through May is $3.1 million which is 2.6% above budget
Through June expenditures total $1.5 million out of the total amended budget
of $6.6 million
III. Information and Updates
• 2025 Operating Plan
2025 Revenue Projection- $5,583,000
2025 Funds Available to Spend- $6,713,628
A special meeting is proposed on September 4th, 2:00 pm (Virtual)
For regular occupancy 46% Group at 26% (Chris Romer had put that in
there)
Kim added that she thought group sales were good at 24%, and 26%
was high
Goals growing over forecast- The 2024 forecast is based on YtoD
collections-flat summer, slightly down going into winter. There was a
decline in January 2024. Carlie’s forecast is conservative but optimistic
that we will be flat with 2023
Ask for Lodging partners- Repeat visitation for the past three years
(capturing via sign-on to Vail Wifi was discussed)
Discussed International markets and how to attract again - this is
where we may use reserves
AI- Discussed strategy of external facing vs. internal efficiencies and
landed on internal strategy as of now.
Motion for $6.7mill (25% reserves) Jonathan first/ second/ opposed
Jana and Samantha
Motion for $6.2million (35% reserves) Jana first / Samantha second /
not unanimous
Will come back with budgets for both scenarios
Mia went through the evolution of the local marketing district starting in
1999 up to the proposed changes today
• 2024 Summer Media Update (15 minutes), Miles Partnership
o Miles shared latest media performance and creative
optimizations made. See presentation for details
• Organic Social Update (10 minutes) Diana Ramirez, Town of Vail
o Diana shared social update including 2-month growth of new
channels and boosting strategy. See presentation for details.
• Town of Vail and Special Events Updates
How do we get better quality, not quantity
Shared a timeline for the Event funding committee and sponsorship of
events
Jana and Sam volunteered for this
Bravo is ongoing and Dance will start soon
Kids adventure games
Bluegrass festival- named their headliners
• Other Business
Future meetings- same dates with full breakfast and more time 8:30-
12:00 and add the AdHoc committee meetings or extended board
meeting
• Adjournment
Esmarie called the meeting to adjourn at 10:45 am unanimous
Upcoming Meetings:
VLMDAC Board Meeting
Thursday, August 15, 2024, Grand View Room