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Home My WebLink About05. Discover Vail Board Book - Jan. 2025 EditionDISCOVER VAILBOARD BOOK Updated January 2025 DISCOVER VAIL BOARD BOOK TABLE OF CONTENTS History, mission and vision of the VLMDAC 1. VLMD History 2. Traditional Mision and Vision 3. 2025-2027 Strategic Plan Board Roles & Responsibilities 1. VLMD vs. VLMDAC 2. Board Roles & Responsibilities DMO Roles and Responsibilities 1. Impact of Tourism 2. Structure 3. Staff - Employees of Town of Vail 4. Contracted Partners 5. Budget Overview 6. Strategic Direction 7. Competitive Set Appendix 1. Longwoods Research 2023 2. Brand Perception 2024 KKEEYY CCHHAAPPTTEERRSS IINN TTHHEE VVAAIILL LLOOCCAALL MMAA RRKKEETTIINNGG DDIISSTTRRIICCTT EEVVOOLLUUTTIIOONN:: 1999 Creation of the Vail Local Marketing District by the Vail lodging community, funded by a 1.4% per night tax on overnight stays of less than 30 days in Vail. VLMD is poised to evolve into a comprehensive DMO, encompassing 12 months of destination marketing, management, special events, welcome centers, and business development. VLMD partners with Vail Mountain to directs users to Vail.com as its primary call to action. VLMD leads summer marketing, Vail Mountain manages winter marketing 2006 2007 VLMD creates its first online presence at DiscoverVail.com. VLMD begins to gather customer data and create a customer relationship management framework: full- time, year-round marketing. 2020 CO Bill HB1117 Passed VLMD affirmed VLMDAC focus on marketing and promotions Magellan conducts ballot initiative polling Management of the VLMD moved in-house, to the Town of Vail, including Special Events oversight. 2022 2024 DISCOVER VAIL BOARD BOOKHISTORY, MISSION AND VISION VLMD HISTORY KK EEYY CCHHAAPPTTEERRSS IINN TT HHEE VVAA IILL LLOO CCAA LL MMAARRKKEETTIINNGG DDIISSTTRRIICCTT EEVVOOLLUUTTIIOONN:: 1999 Creation of the Vail Local Marketing District by the Vail lodging community, funded by a 1.4% per night tax on overnight stays of less than 30 days in Vail. VLMD is poised to evolve into a comprehensive DMO, encompassing 12 months of destination marketing, management, special events, welcome centers, and business development. VLMD partners with Vail Mountain to directs users to Vail.com as its primary call to action. VLMD leads summer marketing, Vail Mountain manages winter marketing 2006 2007 VLMD creates its first online presence at DiscoverVail.com. VLMD begins to gather customer data and create a customer relationship management framework: full- time, year-round marketing. 2020 CO Bill HB1117 Passed VLMD affirmed VLMDAC focus on marketing and promotions Magellan conducts ballot initiative polling Management of the VLMD moved in-house, to the Town of Vail, including Special Events oversight. 2022 2024 Resolution No. 2 Series of 2024: Expanded policy oversight to include duties and functions of the Economic Development Department TRADITIONAL VLMDAC MISSION • Promote Vail as a premier, year-round destination. • Boost tourism during non-winter months, primarily in the spring, summer and fall. • Enhance the economic health of Vail by attracting quality visitors to Vail. DISCOVER VAIL BOARD BOOKHISTORY, MISSION AND VISION DISCOVER VAIL BOARD BOOKHISTORY, MISSION AND VISION TRADITIONAL VLMDAC VISION • Vibrant, world-class destination • Balance tourism with community welfare • Create value for both visitors and residents DMO PURPOSE STATEMENT DISCOVER VAIL BOARD BOOK Championing the Vail Experience to drive economic growth, community vitality and responsible tourism. HISTORY, MISSION AND VISION DMO STRATEGIC GOALS ETHOS COMMUNITY VITALITY THE VAILEXPERIENCE DISCOVER VAIL BOARD BOOKHISTORY, MISSION AND VISION DISCOVER VAIL BOARD BOOKHISTORY, MISSION AND VISION COMMUNITY VITALITY Fostering an economically thriving and engaged “Vail for Everyone” GOALS: • Increase and cultivate local business engagement. • Advance and communicate needed infrastructure improvements. • Develop a ‘Vail Experience for Everyone.’ THE VAIL EXPERIENCE Influence, curate, and deliver authentic and welcoming year-round moments in Vail. GOALS: • Elevate The Vail Experience. • Increase awareness of year-round destination. • Increase loyalty and connection. ETHOS The foundation that guides core character, values and strategic direction to Vail. GOALS: • Build an effective and nimble structure to expand trust and confidence and advance the mission of the DMO. • Introduce, through communication, the purpose and benefits of the DMO. ROLES AND RESPONSIBILITIES VLMDAC Board DISCOVER VAIL BOARD BOOKVLMDAC BOARD ROLES AND RESPONSIBILITIES TOWN OF VAIL – COLORADO HOME RULE • Colorado cities and towns operate under provisions of Colorado state statutes unless voters adopt a municipal charter to become a “Home Rule” city or town. • Town of Vail’s charter was adopted on September 12, 1972 and most recently updated on November 6, 2012. DISCOVER VAIL BOARD BOOKVLMDAC BOARD ROLES AND RESPONSIBILITIES ROLE OF ADVISORY COUNCIL • Appointed by Town Council to serve at the direction of the council. • Recommend public policy and transforming policy decisions into action. • Serving on a board means serving in a new role –You are not serving as a resident or individual. • You are part of a group in action not an individual acting on your own behalf; please “stay in the group lane” ROLE OF VLMDAC BOARD MEMBER • Appointed by the VLMD (Vail Town Council). • Serve in an advisory role to the VLMD • Makes recommendations about marketing policy, programming and funding to VLMD. • No ex parte communication; remain fair in decision making and do not be lobbied or swayed by special interest groups/ individuals including paid vendors. • Conversations with paid vendors regarding VLMD should be conducted together with town staff member • There is governmental immunity as long are you are “behind the table” engaging in the discussions and decision-making • Action is only through the form of “voting” at a meeting • Avoid conflict of interest – “no financial gains” related to decision making • Note: Staff’s role is as a conduit with responsibility for implementation of programs, projects, and discussions about daily work. DISCOVER VAIL BOARD BOOKVLMDAC BOARD ROLES AND RESPONSIBILITIES MEETINGS AND QUORUM Quorum • A quorum is a majority of all the members of the body and it is a number that, if present, is sufficient to transact most governmental business. • The only action that may be taken by a board or commission in the absence of a quorum is a motion to adjourn. • VLMDAC meeting quorum: 5 board members Voting • Unless specific legal provisions require a super majority, a simple majority is all that is needed to pass a motion. MOTIONS IN A NUTSHELL The Basic Motion • The basic motion is the one that puts forward a decision for consideration. A basic motion might be: “I move that we create a five-member committee to plan our annual fundraiser”. The Motion to Amend • If a member wants to change a basic motion under discussion he or she would move to amend it. A motion to amend might be: “I move that we amend the motion to have a 10-member subcommittee”. The Substitute Motion • If a member wants to completely do away with the basic motion under discussion and put a new motion before the governing body, that member would “move a substitute motions”. A substitute motion might be: “I move a substitute motion that we cancel the annual fundraiser this year”. DISCOVER VAIL BOARD BOOKVLMDAC BOARD ROLES AND RESPONSIBILITIES COLORADO OPEN MEETING LAW – SUNSHINE LAW The open meetings law declares that whenever three or more members (or a quorum of the members if fewer than three) of the local public body get together and public business is discussed or formal action may be taken, the gathering is a meeting and must be posted and open to the public. WHAT CONSTITUTES A “MEETING”? • The statute broadly defines a “meeting” as “any kind of gathering, convened to discuss public business, in person, by telephone, electronically, or by other means of communication”. Conversely, chance meetings of public officials, or social gatherings at which discussion of public business is not the central purpose, are not subject to the provisions of the Open meeting law. However, be aware that a chance meeting may develop into a problem if you have a quorum of the body in attendance and the conversation turns to official matters. • Meetings conducted by “telephone, electronically, or by other means of communication” • The General assembly has included electronic, as well as “other means” of communication under the statutory definition of “meeting”. • The open meetings law now explicitly subjects the email communication of elected officials to the statutory requirements if it includes discussion of pending legislation or other public business. DISCOVER VAIL BOARD BOOKVLMDAC BOARD ROLES AND RESPONSIBILITIES 3 = PUBLIC MEETING COLORADO CODE OF ETHICS Prohibited • Using confidential information for personal benefit • Accepting gifts or economic benefits as rewards or inducements • Transacting business with those one supervises or inspects • Acting to benefit ones’ business or client • Taking a personal or business interest in municipal contracts Exclusions from the Colorado Code of Ethics • Use local government facilities or equipment to communicate with constituents, family members or business associates, (as long as the use of these facilities is not otherwise prohibited, such as for campaign purposes), or • Accept or receive benefits as an indirect consequence of transacting local governmental business The Municipal “disclosure and abstention” statute • Board and commission members should avoid voting on matters in which they may have a conflict of interest, as well as avoid attempting to influence other members on those matters. Expectations of your community • Honesty • Decisions that put the community first, rather than the interests of the individual public official • An open, impartial and fair decision-making process • Engage only in the role identified for that board and/or commission- “stay in your lane” • Respect for individual rights and community rights • Accountability • Forthrightness • Decorum and professionalism • Personal character and lawful personal behavior DISCOVER VAIL BOARD BOOKVLMDAC BOARD ROLES AND RESPONSIBILITIES Would I be embarrassed to read about my actions in the Vail Daily? This is a simple test but can be very useful in clarifying a sticky situation DISCOVER VAIL BOARD BOOKVLMDAC BOARD ROLES AND RESPONSIBILITIES ROLES AND RESPONSIBILITIES Discover Vail Destination Marketing Organization DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES IMPACT OF TOURISMNATIONALLY $84B in state and local tax revenue help fund public utilities like police, firefighters, road improvements and community projects. 75% Travel plays a critical role in our nation’s emotional health as 75% believe it’s important to live a healthy and productive life. $1.3T Travel-related spending was $1.3 trillion in 2023 (Dean Runyan Associates) 6M Industry employs nearly 6M (Dean Runyan Associates) DISCOVER VAIL BOARD BOOKDMO ROLES & RESPONSIBILITIES IMPACT OF TOURISMCOLORADO $790.15 The average Colorado household saved $790.15 in 2023 for state and local taxes due to tourism revenue $1:151 ROI in marketing investment to visitor spend 187,710 187,710 jobs for Coloradoans (Dean Runyan Associates) DISCOVER VAIL BOARD BOOKDMO ROLES & RESPONSIBILITIES IMPACT OF TOURISMEAGLE COUNTY 2019 to 2023, State and Local taxes grew by 28% and 34%, respectively, making more funding available for essential public services. As jobs continue to recover post-pandemic, earnings and travel spend are soaring — up 14% and nearly 32% respectively. $2,041 Tax receipts / residence = $$ saved annually $113,779,550/54,381 = $2,041 Direct employment has risen by 20% since 2020 and it’s approaching pre-pandemic levels. Direct business earnings also rose by 33% to an all-time high — surpassing $395M. DISCOVER VAIL BOARD BOOKDMO ROLES & RESPONSIBILITIES IMPACT OF TOURISMVAIL DRIVING OVERNIGHT STAYS Vail attracts 3 million annual visitors, with overnight stays accounting for 56% (1.7 million) of total visitation, demonstrating the success of DMO initiatives and economic value of overnight visitors. YEAR-ROUND DESTINATION APPEAL Steady performance across all seasons underscores Vail’s versatility. Winter (January–March): Continues to dominate with 34% of overnight visitation, showcasing strong seasonal demand Summer (July–September): Attracts 28% of overnight visits, highlighting Vail’s appeal. SHOULDER SEASONS Demonstrating growth and potential: Fall (October–December): Accounts for 22% of overnight visits. Spring (April–June): Captures 17% of overnight visits. While expansion to a year-round destination is our goal, it is crucial that this does not come at the expense of winter visitation, which currently generates 74% of annual Lodging Tax Revenue. Winter’s impact is driven by higher occupancy rates, higher ADR and benefits from compression nights during the holidays. (Longwoods, 2023 data) The Vail Experience Customer Service Training Welcome Centers Tourism & Econ Dev Admin Marketing & Communications Advertising Lodging Liaison Public Relations Social Media & Content Research / Data Analytics Group Sales Airline Relations Special Events Strategic Development Permitting & Production Business Development Entrepreneurship Small Business Support StewardshipRegional Chamber Local Business Chamber Vail Economic Advisory Council VLMDAC Tourism & Econ. Dev. Director VLMD / Town Council DISCOVER VAIL BOARD BOOKSTRUCTURE DMO STRUCTURE To maximize impact and efficiency, programs within our marketing budget should be strategically designed with synergy in mind — to ensure creation of a cohesive and impactful strategy leveraging each program’s strength. Paid-media efforts can amplify the reach of earned media and content, while public- relations initiatives can drive traffic to our website and support content distribution. DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES DISCOVER VAIL DMO SUMMARIES AND GOALS DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Mia Vlaar Tourism & Economic Development Director Primary VLMD Representative, VLMDAC Board Liaison Partner oversight, Strategic Planning Liz Gladitsch Marketing Day to day VLMD contact Partner, website, social, contracts and budget management Diana Ramirez Content Daily management of social channels, website content Jeremy Gross Events Special Events management, oversight & contracting In-resort experience Abby Oliveira Admin Invoicing, planning, event sponsorship oversite Amanda Zinn Welcome Center Management of Welcome Centers, Trail Host Program Community Host Program TOWN OF VAIL TEAM LEADS MIA VLAAR Tourism & Econ. Dev. Director •Primary VLMD Representative •VLMDAC Board Liaison •Partner oversight •Strategic Planning •Special Events management, oversight & contracting •In-resort experience JEREMY GROSS Events LIZ GLADITSCH Marketing Specialist •Day to day VLMD contact •Partner oversight •Management of contracts, budget, partner group •Website/social oversight ABBY OLIVEIRA Admin •Invoicing, planning •Event sponsorship oversite DIANA RAMIREZ Content Specialist •Daily management of social channels, website content AMANDA ZINN Welcome Center Manager •Oversees both Welcome Centers •Trail Host Program •Community Host Program TOWN OF VAIL WHO WE ARE WHAT WE DO POWER TEAM BEHIND THE SCENES CARLIE SMITH Finance Director JAKE SHIPE Finance Manager TJ JOHNSON IT Manager MIA VLAAR Tourism & Econ. Dev. Director •Primary VLMD Representative •VLMDAC Board Liaison •Partner oversight •Strategic Planning •Special Events management, oversight & contracting •In-resort experience JEREMY GROSS Events LIZ GLADITSCH Marketing Specialist •Day to day VLMD contact •Partner oversight •Management of contracts, budget, partner group •Website/social oversight ABBY OLIVEIRA Admin •Invoicing, planning •Event sponsorship oversite DIANA RAMIREZ Content Specialist •Daily management of social channels, website content AMANDA ZINN Welcome Center Manager •Oversees both Welcome Centers •Trail Host Program •Community Host Program TOWN OF VAIL WHO WE AREWHAT WE DO POWER TEAM BEHIND THE SCENES CARLIE SMITH Finance Director JAKE SHIPE Finance Manager TJ JOHNSON IT Manager MIA VLAAR Tourism & Econ. Dev. Director •Primary VLMD Representative •VLMDAC Board Liaison •Partner oversight •Strategic Planning •Special Events management, oversight & contracting •In-resort experience JEREMY GROSS Events LIZ GLADITSCH Marketing Specialist •Day to day VLMD contact •Partner oversight •Management of contracts, budget, partner group •Website/social oversight ABBY OLIVEIRA Admin •Invoicing, planning •Event sponsorship oversite DIANA RAMIREZ Content Specialist •Daily management of social channels, website content AMANDA ZINN Welcome Center Manager •Oversees both Welcome Centers •Trail Host Program •Community Host Program TOWN OF VAIL WHO WE ARE WHAT WE DO POWER TEAM BEHIND THE SCENES CARLIE SMITH Finance Director JAKE SHIPE Finance Manager TJ JOHNSON IT Manager MIA VLAAR Tourism & Econ. Dev. Director •Primary VLMD Representative •VLMDAC Board Liaison •Partner oversight •Strategic Planning •Special Events management, oversight & contracting •In-resort experience JEREMY GROSS Events LIZ GLADITSCH Marketing Specialist •Day to day VLMD contact •Partner oversight •Management of contracts, budget, partner group •Website/social oversight ABBY OLIVEIRA Admin •Invoicing, planning •Event sponsorship oversite DIANA RAMIREZ Content Specialist •Daily management of social channels, website content AMANDA ZINN Welcome Center Manager •Oversees both Welcome Centers •Trail Host Program •Community Host Program TOWN OF VAIL WHO WE ARE WHAT WE DO POWER TEAM BEHIND THE SCENES CARLIE SMITH Finance Director JAKE SHIPE Finance Manager TJ JOHNSON IT Manager MIA VLAAR Tourism & Econ. Dev. Director •Primary VLMD Representative •VLMDAC Board Liaison •Partner oversight •Strategic Planning •Special Events management, oversight & contracting •In-resort experience JEREMY GROSS Events LIZ GLADITSCH Marketing Specialist •Day to day VLMD contact •Partner oversight •Management of contracts, budget, partner group •Website/social oversight ABBY OLIVEIRA Admin •Invoicing, planning •Event sponsorship oversite DIANA RAMIREZ Content Specialist •Daily management of social channels, website content AMANDA ZINN Welcome Center Manager •Oversees both Welcome Centers •Trail Host Program •Community Host Program TOWN OF VAIL WHO WE ARE WHAT WE DO POWER TEAM BEHIND THE SCENES CARLIE SMITH Finance Director JAKE SHIPE Finance Manager TJ JOHNSON IT Manager MIA VLAAR Tourism & Econ. Dev. Director •Primary VLMD Representative •VLMDAC Board Liaison •Partner oversight •Strategic Planning •Special Events management, oversight & contracting •In-resort experience JEREMY GROSS Events LIZ GLADITSCH Marketing Specialist •Day to day VLMD contact •Partner oversight •Management of contracts, budget, partner group •Website/social oversight ABBY OLIVEIRA Admin •Invoicing, planning •Event sponsorship oversite DIANA RAMIREZ Content Specialist •Daily management of social channels, website content AMANDA ZINN Welcome Center Manager •Oversees both Welcome Centers •Trail Host Program •Community Host Program TOWN OF VAIL WHO WE ARE WHAT WE DO POWER TEAM BEHIND THE SCENES CARLIE SMITH Finance Director JAKE SHIPE Finance Manager TJ JOHNSON IT Manager TOWN OF VAIL MARKETING DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Marketing The Vail Experience • Responsible for leading the town’s marketing, research and special events initiatives with the goal of retaining and attracting visitors and business to Vail and growing its year- round economy VLMD Partner Oversight and Management • Facilitate an open and direct relationship between the VLMDAC and vendors within the confines of publicly funded legislative mandate. • Discover Vail partner and vendor contracting. Data Oversight and coordination of in-resort data collection Finance • Budget Management – Management of budget, reporting, revenue and accounts receivable Liaison with other Town Departments • Town Manager’s Office • VLMD/Town Council including budget and report out on plan and results • Legal support of VLMD and VLMDAC • Finance Department Support • Welcome Center / The Vail Experience • Vail Mountain Relationship • Work with Town Council and Town Manager to align and strengthen Vail Experience • Other Town Departments relating to Special Events • VCBA and Business Community TOWN OF VAIL EVENTS DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Special Event Sponsorship • Develop the annual RFP for the special event sponsorship program and evaluate sponsorship benefits and the overall sponsorship request. Special Event Production • Produce town owned events including the Vail America Days Parade, early season activations (Revely and Holidays), Local Appreciation Events (Early season kickoff and End of Season Bash), etc. Special Event Development • Work with partners to explore and develop new event opportunities such as Après at the Amp, which came from an RFP that we published to replace Snow Days concerts. On an ongoing basis, keep up with event trends and best practices, and continue to work with event partners to improve or enhance events. Permitting • Manage the permitting process for Special Event Permits, Photo and Video Shoot Permits, Amplified Sound Permits, and Special Business Promotions Permits. Work with all Town Departments and Vail businesses to minimize impacts and maximize opportunities with special event operations. Event Highlights • 48 Events Sponsored in 2024 • Approximately 60 event permits reviewed annually • Over 330 event days per year • $650k Event Marketing Spend by sponsored events • $716K Event Attendees TOWN OF VAIL THE VAIL EXPERIENCE DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Vail Village and Lionshead Welcome Centers • Welcome Centers became part of the TOV in 2016 • Two Welcome Centers, Vail Village and Lionshead • Open 365 days a year, daily • 9 staff, 2 full-time, 7 part-time • Over 120,000 visitors a year • Operating budget: $80,000 Customer Service Training (Prima Vail) • Employee Recognition • Employee Engagement • Employee “Training” HOST PROGRAMS Community Host Program • 50 hosts in summer and winter – red coats in town • Volunteer position with eligible benefits • Community Partnerships with Vail Mountain Guest Services Trail Host Program • 20 hosts in the summer, concentrate on the East Vail Trails • Volunteer position with eligible benefits • Community Partnerships with Care for Colorado, Leave no Trace, Vail Valley Mountain Trail Alliance, (VVMTA) and US Forest Service (USFS) DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Laura Libby President 20+years Experience in Tourism; 11 yrs at Miles Industry strategy, relationship and account-level optimization. Beth Wright-Cheeseman Project Manager 10yrs Experience Project Mgmt.; 3yrs at Miles Oversees day-to-day operations and client communication. Caitlin Row Senior Content Manager 15yrs Experience in Content Strategy; 5yrs at Miles. Spearhead Discover Vail’s Digital-Content SEO Strategy Supports eNews Program and Website Optimizations Ben Walton Account Director 9yrs of Experience in Account Mgmt; 6 at Miles. Oversees account strategy, execution and project management. Ivy Vaughn Media Supervisor 10yrs Experience in Media Strategy; 3yrs at Miles Plans, executes and optimizes Discover Vail’s diverse media strategies. Emilie DeLong Supervising Producer, Odyssey Studios 19yrs Experience in Production; 17yrs at Miles Concepts new creative ideas, like Mountain Lore. Oversees production from start to finish. MILES PARTNERSHIPTEAM LEADS MILES PARTNERSHIPSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Account and DMO Marketing Strategy • Leverage Miles’ DMO expertise to drive Discover Vail’s marketing and promotion efforts. The team bridges strategy and execution, using their deep knowledge of the DMO landscape to deliver results. Media Strategy, Buying and Optimizations • Develop and execute paid media tactics in support of key marketing initiatives, such as visitor awareness, destination affinity and consideration and visitation. SEO and UX-Informed Content Strategy • Digital Content and SEO Strategy including the annual content plan, content strategy and optimization, new content production, UGC, personalization (Bound), eNews support and reporting for DiscoverVail.com to grow our SEO presence and ensure seamless on-site UX. Strategic Consulting and Analytics • Monthly analytics reporting to distill insights and trends from Google Analytics to maintain a pulse on site traffic, user behavior, acquisition and top pages. In addition, share industry insights and research opportunities. Videography and Photography Production • Execution of Mountain Lore video series to expand Discover Vail’s reach to tourism consumers through the production and amplification of content for film, television, and digital platforms. Miles is a strategic marketing consultancy focused exclusively on travel and tourism. We are champions and purveyors of positive change, igniting the belief that travel improves lives and strengthens communities. DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Account Services and Strategy • Debbie Johnson, Sr. Vice President • Mina Robertson, Vice President • C.A. Clark, Vice President of AI Media Strategy • Danelle Amos, Vice President of Media • Carolyn Silverberg, Sr. Paid Media Analyst • Jesse Lambert, Sr. Paid Media Analyst Analytics, SEO and Content • Andria Godfrey, Vice President of Data Science • Justin Gibbs, Director of Strategy and Insights, SEO • Tracey Chopek, Content Coordinator Video and Creative • Claire Wingate, Head of Product and Operations • Marissa Valentine, Head of Promotion • Michael Sifuentes, Creative Director MILES PARTNERSHIPSUPPORT DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES MILES PARTNERSHIPCOMPANIES Global hospitality marketing consultancy London-Based integrated comms and PR agency Leading business consulting firm Independent trading desk B2B digital tourism marketplace Premiere travel content studio Slade Cogswell Creative Director Lead creative for all web, brand, campaign, and experiential marketing efforts Michal Bednarczyk Producer Daily management of all account activities On-site production for 24’ + 25’ Summer Campaigns Web and digital expert Ori Anderson Designer Web design UI/UX expert Brand design Misc. graphic design support TJ Szewczak Technical Director Oversees security, strategic direction, and all improvements on the site; Manages team of three full-time WordPress developers Tom Bull Account Manager Oversees account resources to ensure project success Resource management and finances Jack Kargl Designer Campaign asset production Misc. graphic design support DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES 970 DESIGNTEAM LEADS 970 DESIGNSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Website Management • Host and manage the DiscoverVail.com website in our custom built, private server environment ensuring security and performance of the website. Website Design • In the two years of managing the DiscoverVail website, there has been an overhaul of the website user experience, custom built unique features, and support of partner efforts. Campaigns • Develop and execute creative concept for 2024 and 2025 Summer Campaigns in conjunction with Lumenati. Brand and Graphic Design • Brand and design to support Discover Vail as needed. Photo and Video • Deliver photo and video content for Discover Vail as needed. Related and Aligned Efforts • Destination Stewardship Campaign • Re-imagining the Revely Vail brand • Graphic design support for VLMD in-town activations • Custom interactive map • Improved website administration Kristin Yantis Principal Primary point person/day-to-day contact Oversees all aspects of the account Amanda McNally Account Director Strategic planning Media relations and paid storytelling Sylvia Rivera Mexico PR Consultant Media relations Media buying Influencer/socialite relations In-market event planning DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES MALEN YANTIS PRTEAM LEADS MALEN YANTIS PRSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Domestic Media Relations • Drive media coverage through story development/key messages, press releases, FAM trips, in-market media visits, identifying new/emerging media trends and talent as well as ongoing media pitching Paid Storytelling Program • Executing strategic influencer and blogger program Mexico Media Relations • Manage Mexico PR partner Sylvia Rivera Community/Partner Relations • Build relationships with partners in the community to promote/support through public relations efforts including CTO, hotels, restaurants, etc. MALEN YANTIS PRSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Capabilities • Brand positioning, story development • Media relations – story placement in local, regional, national and international outlets • One-on-one meetings with editors, freelance writers and producers • Writing and development of media materials • Content development for websites, blogs and integrated campaigns • Individual and group FAM trips • Executive media training • Awards and accolades programs • Crisis communications preparedness and counsel • Business and entrepreneurial profiles • Product launches and grand opening celebrations • Community involvement and public awareness campaigns • Corporate responsibility programs • Strategic influencer and blogger programs • Internal communications Chris Romer President/CEO Primary contact for VLMD and TOV Strategic leadership and industry relations Community liaison with state officials Lodging and air service support Kim Brussow Director of Sales Lead group and meeting sales Strategic leadership with lodging and travel partners Host monthly DOS meetings Represent Vail at trade shows Kay Schneider Lodging Liason Liaison for VLMD and lodging Host seasonal updates Coordinate BookRipe listings and specials Assist with lodging outreach and data collection DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES VAIL VALLEY PARTNERSHIPTEAM LEADS VAIL VALLEY PARTNERSHIPSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Group Sales • Drive group sales leads to lodging partners via a variety of travel/trade and marketing channels through a strategic partnership model with the lodging properties in Vail. Lodging Liaison • Execute strategic lodging outreach, communications, and engagement with VLMD and DiscoverVail.com. Community and Industry Support • Build relationships with partners in the community to promote/support VLMD initiatives and represent Vail’s interests at a regional and state level. Destimetrics • Manage lodging occupancy reports and solicit property engagement and participation. VAIL VALLEY PARTNERSHIPSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Related and Aligned Efforts • One of Vail’s longest established organizations; 60+ years in the community • 25 year partner with the VLMDAC • Community relationships – lodging, retail, restaurant, activity, transportation providers, destination management organizations • Industry relationships - Mountain travel industry, mountain airports, mountain chambers and DMO’s, Colorado Tourism, Inntopia, and others • Group FAM trips and site tour management • Business community engagement • Government affairs and statewide advocacy for tourism interests and relationships with local, state, and federal officials • Manage EGE Air Alliance, bringing new flights to the Eagle County Regional Airport DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Bob Brown Marketing Strategy and Analytics Account Lead Leads the data-driven marketing roadmap, driving our strategy and execution on gathering and using data insights to evolve marketing Jenna Luberto CRM Lead Email guru charged with growing, improving, personalizing and scaling our CRM program Cailin Ellis CRM and AI Operations Accountable for executing our CRM program and strategy and creating gen AI capabilities to personalize at scale to our rich first party database Jeremy Coleman Technology and AI Lead Runs technology strategy, works with partners on establishing common technology approaches, and spends too much time talking about AI Naveen Chandra Analytics Lead Responsible for bringing together all our disparate data sources to provide the team with tools and insights to improve our campaigns Mike Fitzpatrick Analysis and Segmentation Creates segmentation models using our augmented first party data to look for group(s) to effectively target with personalized content BROWN ANALYTIC ADVISORY GROUPTEAM LEADS BROWN ANALYTIC ADVISORY GROUPSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Data-Driven Roadmap • Create, evolve, manage, and maintain the ongoing program to guide all of our marketing efforts to use data to find the right visitors and turn them into frequent loyal guests for years Analytics and Insights • Bring together all available sources of data from throughout our partner and service providers ecosystems to understand and apply insights to our marketing channels, and to then analyze and understand our effectiveness and contribution to our DMO goals CRM Strategy and Operations • Continuously grow the size of, and increase the detail of our first-party customer database - and then with effective segmentation, scale our communications using Generative AI to provide relevant, timely, and personalized outbound messaging to our visitors and potential visitors to drive engagement and repeat visitation BROWN ANALYTIC ADVISORY GROUPSERVICES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES Related and Aligned Efforts • Analytics serves as a center of excellence for all of our partner groups to provide them with analysis and effectiveness data - allowing them to create hypothesis based campaigns and effectively use our first-party data for top and bottom of the funnel marketing efforts • CRM overlaps deeply with content marketing, website development, and the overall execution of our marketing program and goals • Work closely with all of our partners to continue to evolve into a future where we have more data, on more customers that we can use to continue to increase our segmentation towards 1-to-1 marketing campaigns and strategies DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES DISCOVER VAIL DMO SUMMARIES PAID MEDIA (Miles) Generate destination awareness and consideration in key markets that results in new Vail visitors. CAMPAIGN CONCEPT AND PRODUCTION (970) Support Paid Media campaign by producing creative based on the media plan and spend. GROUP SALES (VVP) Drive demand for group leads and business to Vail. RESEARCH AND PARTNERSHIPS (Miles/BAAG) Provide access to tools and research to inform marketing initiatives, decisions and track results. PUBLIC RELATIONS AND INFLUENCER (MYPR) Drive destination awareness and consideration in earned media along with influencer tactics. WEBSITE (970) Maintenance and enhancements to improve user experience, performance and deliver timely and quality content. DATABASE SYSTEMS/STRATEGY (BAAG) Grow email database and drive long-term affinity with existing customers. NEW WEBSITE CONTENT AND SEO OPTIMIZATION (Miles) Produce strategic content and optimize existing content for SEO to drive organic traffic. ORGANIC MEDIA (Town of Vail) Drive organic growth across social media channels and engagement with our brand. EVENTS (Town of Vail) Support execution of annual events and drive lead generation for new events. VISITOR SERVICES (Town of Vail) Provide information and curated experiences to in-market Vail visitors. DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES DISCOVER VAIL DMO SUMMARIES DISCOVER VAIL BOARD BOOKDMO ROLES AND RESPONSIBILITIES HISTORIC BUDGET AND TRENDS Vail Program Investment Marketing $5.3 - 6.1M Events $3M ASPIRATIONAL BREAKDOWN MONETIZATION AND ALTERNATE REVENUE SOURCES: Expand monetization opportunities across Discover Vail’s channels and in-market locations to drive financial growth and long-term sustainability. This approach matches local businesses with a highly qualified audience to generate more revenue while enabling Discover Vail to reinvest funds into destination growth and initiatives. TECHNOLOGY: As travelers and technology continue to evolve, so must Discover Vail. By maintaining a future-focused mindset, Discover Vail will prioritize workforce education, adoption and implementation of emerging tools and platforms to meet travelers where they are in their planning journey and ensure alignment with their preferred technologies. RESEARCH AND ORGANIZATIONAL EFFICIENCIES: Discover Vail will continue to assess and refine its research and measurement tools to ensure the budget is utilized efficiently and effectively. Priority will be given to tools and resources that align with Discover Vail’s mission and strategic priorities, ensuring data-driven insights can be applied to deliver impactful results. DISCOVER VAIL BOARD BOOKSTRATEGIC DIRECTION DISCOVER VAIL BOARD BOOK COMPETITIVE SET AND ANALYSIS Our competitive set includes prominent mountain resort towns in the western U.S., such as Aspen, Breckenridge, Telluride and Park City. These destinations share similarities with Vail, including: WORLD-CLASS MOUNTAIN RESORT: Each destination offers skiing and winter sports along with summer offerings like hiking, biking and more. URBAN AREAS: A vibrant community provides shopping, dining and entertainment. NATURAL BEAUTY: Stunning natural landscapes — including mountains, valleys and rivers — characterize each destination. COMPARABLE TARGET MARKETS: These resorts appeal to similar demographics, including affluent leisure travelers and outdoor enthusiasts. COMPETITIVE SET & ANALYSIS Additionally, these destinations offer similar amenities and activities: LUXURY ACCOMMODATIONS: High-end options cater to discerning travelers. FINE DINING: Diverse restaurants offer memorable culinary experiences. UPSCALE SHOPPING: Boutiques and galleries provide ample shopping. DISCOVER VAIL BOARD BOOKCOMPETITIVE SET & ANALYSIS VISITOR EXPERIENCE • Luxurious amenities and services• Scenic nature• Outdoor activities• Quaint community atmosphere EMOTIONAL CONNECTION • Excitement• Serenity• Nostalgia STRENGTHS • Exceptional skiing• Luxury and exclusivity• Charming and walkable town WEAKNESSES • Expensive DISCOVER VAIL BOARD BOOKCOMPETITIVE SET: BRAND ATTRIBUTES VAIL VISITOR EXPERIENCE• Outdoor adventure• Glitz and glamour EMOTIONAL CONNECTION • Excitement• Thrill• Intrigue STRENGTHS • Premium skiing• Luxury and exclusivity• A place for both adventure and relaxation WEAKNESSES • Expensive • Crowded ASPEN VISITOR EXPERIENCE• Scenic nature• Outdoor activities• Laid-back, local scene• Rich culture and history EMOTIONAL CONNECTION • Happiness• Authenticity• Nostalgia STRENGTHS • Historic charm• Welcoming atmosphere• Outdoor adventure, particularly for skiing WEAKNESSES • Increasing popularity • Historical significance not known • Less brand recognition BRECKENRIDGE VISITOR EXPERIENCE• Outdoor adventure• Cultural experiences EMOTIONAL CONNECTION • Excitement• Joy STRENGTHS • Ability to attract diverse audiences • Small-town charm • Authentic community • Fewer crowds WEAKNESSES • Accessibility • Marginally expensive • Less brand recognition TELLURIDE VISITOR EXPERIENCE• Outdoor activities• High-quality dining and entertainment EMOTIONAL CONNECTION • Nostalgia • Tranquility STRENGTHS • Upscale and exclusive • Scenic nature • Outdoor activities • Easily accessible • Small-town feel WEAKNESSES • Marginally expensive • Proximity to Salt Lake City • Lacks small-town charm PARK CITY DISCOVER VAIL BOARD BOOKCOMPETITIVE SET: BRAND ATTRIBUTES THANK YOU DISCOVER VAIL BOARD BOOKAPPENDIX 1. Longwoods Research 2023 2. Brand Perception 2024