HomeMy WebLinkAbout02. VLMDAC meeting minutes August 15, 2024Vail Local Marketing District Advisory Council
Monthly Meeting
August 15, 2024, 8:30 am
AGENDA
VLMDAC Board Member Attendees:
In-person- Esmarie Faessler (Sonnenalp), Douglas Kessler(Homeowner), Theron
Gore (East-West), Patrick Davis (Manor Vail), Jana Morgan(Sweet Basil), Kim
Fuller (Jaunt Media Collective)
Zoom- Sam Biszantz (Council Rep/Root & Flower), Jonathan Reap (Four
Seasons)
Additional attendees:
In-person- Mia Vlaar (Town of Vail), Liz Gladitsch (Town of Vail), Abby Oliveira
(Town of Vail), Diana Ramirez (Town of Vail), Jake Shipe (Town of Vail),
Slade Cogswell (970), Jeremy Gross (Town of Vail),
Ben Walton (Miles), Sara Ostrand (), Kristy Slack (Grand Hyatt), Chris Romer
(Vail Valley Partnership), Laura Libby (Miles), Ali Wadey
Zoom- Jenna Luberto (BAAG), Kay Schneider (Vail Valley Partnership),
Amanda McNally (MYPR), Hannah Peterson (Vail Resorts), Beth Wright-
Cheeseman (Miles), Sam Davis (Miles), Tor Linzee(The Hythe) Michal
Bednarczyk (970), Bob Brown (BAAG), Kim Brussow (Vail Valley Partnership),
Ivy Vaughn (Miles), Mina Robertson (Miles), Thomas Bull(970), Emmanual Diaz-
Hayes (), Christiana Westendorf (Vail Resorts)
Call to Order
Esmarie called the meeting to order at 8:33 AM
I. MINUTE APPROVAL July 18, 2024
Motion to approve- first Patrick/ second Jana/ unanimous
II. MONTHLY FINANCIAL REPORT
June lodging tax $268,975
Year to Date lodging tax $3,550,759 which is 65% of budget
III. DMO Update/2025 First Cycle Special Events Funding
The town sponsors over 50 events per year. Most events are repeat and have
received sponsorship for years. Events are evaluated for sponsorships on
their ability to achieve- audience fit, economic impact, marketing power, and
sponsorship benefits as well as the following four categories- signature
events, visitor draw events, recreation and tournaments, and education &
enrichment.
The processes and timeline for awarding sponsorships was also shared.
IV. 2025 Operating Plan
Timeline-
8-15- Review draft operating plan
9-4- Special Meeting to finalize operating plan
9-17- VLMD meeting at Town Council: adopt 2025 operating plan
The Board was asked for feedback and direction for:
Business Goals summary- Sales and Lodging tax- flat to forecast,
Occupancy- +2% growth, group occupancy- flat to forecast
Marketing Goals summary- Increase destination visitation- 3%, Build
Loyalty/repeat visitation, Increase occupancy- 11/15-12/20- 3%, Increase
occupancy- 4/1-4/20
Budget Scenario A, B or combo of both
Final approval not requested until 9/4 “special meeting”
2025 Revenue Projection $5,583,000
2025 Budget- Scenario A $6,183,000
2025 Budget- Scenario B $6,683,000
2025 Objective & Priorities
Optimize Visitation
Build Loyalty
Lead Stewardship
Brand Positioning
Chris’s update on occupancy-
We are seeing a little growth over the summer, about 5% occupancy growth
Group, we are losing more groups due to the rates. If we can keep 24% in the
off-season, we are good
Discussion ensued around allocation of dollars, meaning behind stewardship,
to Tik Tok or not to, and the Boards choice of scenario A or B, more to come
on September 4th at the Special Meeting
V. Town of Vail Updates
• Special Events
• Vail Brand
VI. Other Business
Everyone is invited to TOV Board Appreciation night
Tuesday, August 27, 6-8 pm
RSVP to Liz or Stephanie
Discussion around the Board retreat
Chris spoke highly of the speaker
Reply to Abby’s email about the nights you are able to stay, what you can
attend, etc..
VII. Public Comment
VIII. Adjourment
Esmarie called the meeting to adjourn at 11:20 am unanimous
Upcoming Meetings:
VLMDAC Board Meeting
Wednesday, September 4, 2024 Virtual Special Meeting
Thursday, September 19, 2024, Grand View Room
VLMD 2025 Meeting to Approve Operating Plan @ Town Council Meeting
Tuesday, September 17, 2024, Town Council Chambers