HomeMy WebLinkAbout03. VLMDAC meeting minutes October 17, 2024Vail Local Marketing District Advisory Council
Monthly Meeting
October 17, 2024, 8:30 am
AGENDA
VLMDAC Board Member Attendees:
In-person- Theron Gore (East-West), Jana Morgan (Sweet Basil), Kim Fuller
(Jaunt Media Collective), Patrick Davis (Manor Vail)
Zoom- Esmarie Faessler (Sonnenalp), Douglas Kessler (Homeowner), Randi
Weingartner (Vail Resorts), Sam Biszantz (Council Rep/Root & Flower)
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 Design), Beth Wright-Cheeseman (Miles), Alison Wadey
(VCBA),Ben Walton (Miles), Kristin Yantis (MYPR), Paul Stedman (Amplifi),
Elle Pallai (Amplifi), Kristy Slack (Grand Hyatt)
Zoom- Kay Schneider (Vail Valley Partnership), Amanda McNally (MYPR),
Michal Bednarczyk (970), Jeremy Coleman (BAAG), Bob Brown (BAAG),
Bryanna Kody (Dessert Lab), Cailin Ellis (Cailin & C0.), Emmanual Diaz-Hayes
(), Jenna Luberto (Mindful Mountain Marketing), Laura Libby (Miles), Molly Bond
(Vail Resorts), Nancy Burke (), Sylvia Rivera (MYPR), Tom Winter (Vail
Resident), Chris Fair (Resonance), Dominic Prevost (Resonance), Angeline
Bartley (Resonance), Jodi Doney (Eagle County Airport),
Call to Order
Jana called the meeting to order at 8:31 AM
I. MINUTE APPROVAL September 18, 2024
Motion to approve- First Kim / Second Esmarie / unanimous
II. MONTHLY FINANCIAL REPORT
Lodging tax for the month of August $309,000
Year to Date through September $4.2 million
Year to Date expenses $3.3M
ACTION:
- Jake to provide update on lodging tax collections and LMD budget for
2025 at next meeting.
- Carly to present 5-year revenue/expenditure forecast at upcoming budget
discussions.
INFLUENCER PROGRAM RESULTS
Kristin noted that the influencer program had higher results from those who
didn't collaborate, suggesting a need to assess how best to boost from a town
standpoint.
Discussion on the success of their influencer program, the focus on micro and
macro influencers, and the potential for expanding the market in Brazil.
Campaign Goals for the Influencer program are to expand our reach and
impression through MYPR organic efforts, focusing on Micro/Macro
influencers with high engagement/audience in Vail’s key markets
ACTION:
- Diana to provide chart showing follower growth for social media accounts to
include as part of the final report.
- Kristin to pull audience profile information for influencers used in summer
campaign to include as part of the final report.
-
III. PR UPDATES
The Q3 report is in the presentation for more info
Quarterly “What’s new” tip sheet for the media
7 media visits, 4 blogger visits, and 5 influencer campaigns
“Coolcation” meaning cooler weather places are being highlighted
Q4- Pitch Winter tipsheet, Travel Classics, Early Winter Influencer program,
2025 planning
IV. MEXICO UPDATES
Recap on the summer Media FAM including Sweet Basil, Mountain Standard,
and an Orchestra from Mexico performing at Bravo
We have achieved Vail as the best destination
V. MEXICO SUMMER MEDIA RESULTS
Touched on Public relations & Paid Media working with Miles. Miles leaned
into Sylvia’s expertise to reach a more qualified audience
VI. Strategic Planning Session Feedback
Carly has done a five-year forecast, we will discuss
Strategic planning was really good, sorry to those who couldn’t attend
Will present more at the November meeting
ACTION:
- Steve to follow up with board members who missed strategic planning
session.
- Mia/team to align strategic plan with operating plan for presentation to
Town Council in January.
VII. Vail Brand Focus Group Planning
Objective- Conduct a series of focus groups with residents and past visitors to
gather their input on the shortlisted new brand identities for VLMD
Recommended focus groups- full-time Town of Vail residents, Seasonal area
residents, age groups
Discussion ensued – Motion to move forward with changes to the focus group
format based on feedback from VLMDAC.
ACTION:
Dominic/Chris to revise focus group presentation to include current Vail logo
as third option, to adjust strategic mandate wording in brand platform
presentation and to show logos in context (e.g. on mock website, ads) in
focus group presentation
Motion to move forward with the focus group with revisions discussed and
with a final review from the ADHOC members Theron first/ Patrick second/
unanimous
VIII. Other Business
ACTION: Kay to prepare slide deck on Ripe updates for next board meeting.
IX. Public Comment
Alison Wadey introduced herself, Vail Chamber and Business Association
X. Adjournment
Esmarie called the meeting to adjourn at 11:10 am unanimous
Upcoming Meetings:
VLMDAC Board Meeting
Thursday, November 21, 2024, Grand View Room