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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