HomeMy WebLinkAbout02. VLMD November 21 2024 MinutesVail Local Marketing District Advisory Council
Monthly Meeting Minutes
November 21, 2024 8:30am | Grand View Room
VLMDAC Board Member Attendees:
In-person- Theron Gore (East-West), Jana Morgan (Sweet Basil), Liana Moore
(Antlers), Patrick Davis (Manor Vail)
Zoom- Esmarie Faessler (Sonnenalp), Douglas Kessler (Homeowner)
Not in Attendance: Sam Biszantz (Council Rep/Root & Flower), Kim Fuller (Jaunt Media
Collective), 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), Jeremy Gross (Town of Vail), Jake Shipe
(Town of Vail), Laura Libby (Miles), Ivy Vohn (Miles), Slade Cogswell (970 Design),
Michal Bednarczyk (970 Design), Chris Romer (VVP), Molly Bond (Vail Resorts), Paul
Stedman (Amplifi), Elle Pallai (Amplifi),
Zoom- Jeremy Coleman (BAAG), Bob Brown (BAAG), Molly Bond (Vail Resorts), Nancy
Burke (), Sylvia Rivera (MYPR), Tom Winter (Vail Resident), Alison Wadey (VCBA) ,
Kristy Slack (Grand Hyatt) Beth Wright-Cheesman (Miles), Hannah Peterson, Kim
Brussow (VVP), Parker (Bravo), Bryanna Kody (Dessert Lab), Cailin Ellis (BAAG),
Emmanual Diaz-Hayes (), Jenna Luberto (BAAG)
Call to Order
Esmarie called the meeting to order at 8:34 AM
1. Minutes Approval (1 minute)
o Theron motion to approve minutes, Patrick 2nd
2. Monthly Financial Report (5 minutes), Jake Shipe, Town of Vail
o September showed a 13.6% decrease from 2023 but was up 2.4% excluding a
one-time variance. The year-to-date total revenues were $4.6 million and total
expenses were $3.9 million.
o There is now an addition to the P&L to include monthly revenue report to the
packet for better context.
3. Strategic Planning Discussion (30 minutes) Steve Swafford and Board
o Action Requested of Board: Determine and Approve Working Groups
1. Community Vitality – Jana, Douglas
1. Adjust typo in this statement of 2 economically
2. Ethos – Kim Fuller , JR
3. Vail Experience - Liana, Patrick
4. Purpose Statement - Theron & Esmarie
1. Feedback from Board: Adjust the bolded draft and include removal
of parathesis around connection
o Considerations for inclusion in January joint VLMD/VLMDAC meeting:
1. 3 year Strategic plan with alt scenario plan B
2. Policy for excess revenues: What are alternatives for use of excess
revenues?
3. Structure for decision making
4. Align goals to budget
5. NOTE: There is a gap in understanding of competitive set. Is there a way
to get apples to apples on comp set budgets and operating plan?
6. Examine expenses and consider across the board cut to a responsible
level ie: (10% across the board if there is a crisis)
7. How can VLMDAC best articulate metrics of doing vs. metrics of being
To Town Council in January.
8. Do we suggest to increase guidance on fund balance to 30%? We need
to align on what the fund balance should be used for.
9. What does it look like if we have higher revenue than budgeted?
o Next Steps:
1. Liz to work on aligning the strategic plan with Town of Vail strategic goals
and VLMD operating budget.
2. Add revisiting the brand logo to the strategic plan within 3 years. – Best to
fall within the action plan.
4. Special Event Funding (30 minutes) Jeremy Gross, Discover Vail DMO
o Action Requested of Board: Approve Special Events Funding Allocation
o Put the strategic objectives in the information/preview. Have input on the
objectives then publish those and back the events into this
1. Improve the tools:
1. Recap
2. Action: Liz to send the event sponsorship scorecard to all board members
for review.
3. Score card should reflect our VLMDAC strategic objectives in the future
MOTION: Jana Motion to approve, Liana 2nd, all in favor
5. Vail Brand Update (15 minutes) Liz Gladitsch, Discover Vail DMO
o Action Requested of Board: Approve Brand Platform
1. Need to address how to resonate with new market for the future
MOTION: Jana Motion to approve, Douglas 2nd, all in favor
6. Ripe Update (10 minutes) Liz Gladitsch
o Action: Kay to explore options for adding a "Book Direct" button and tracking
pixels for lodging partners. Can Ripe provide tracking pixel
1. If that doesn’t work, Kay to look into doing a straw poll for property
bookings coming from Ripe leads.
o Look into calculus in subsidy and payment for additional properties. How much
would it cost to list all properties for larger condo complexes that’s limited by
current structure.
7. Summer Paid Media Results (45 minutes) Miles Partnership
o Results in packet materials
8. Other Business
o 2025 Campaign round 1 was presented with time left at end of meeting.
1. Action: Michal to prepare the 2025 campaign for review by the ad hoc
committee (Patrick and Jana).
o Special board meeting was scheduled for January 9th at 10 AM.
o Board to discuss and select chair, vice chair, and treasurer positions in the
January 16th meeting.
9. Public Comment
10. Adjournment: Motion: Liana, Theron 2nd 11:07am
Upcoming Meetings:
VLMDAC Board Meeting
Thursday, December 19, 2024, Grand View Room