HomeMy WebLinkAbout02. VLMDAC meeting minutes December 19, 2024Vail Local Marketing District Advisory Council
Monthly Meeting
December 19, 2024, 8:30 am
AGENDA
VLMDAC Board Member Attendees:
In-person- Esmarie Faessler (Sonnenalp), Jana Morgan (Sweet Basil), Kim Fuller
(Jaunt Media Collective), Patrick Davis (Manor Vail), Jonathan Reap (Four
Seasons), Douglas Kessler (Homeowner), Sam Biszantz (Council Rep/Root &
Flower) Molly Bond (Vail Resorts)
Zoom-
Additional attendees:
In-person- Mia Vlaar (Town of Vail), Liz Gladitsch (Town of Vail), Diana Ramirez
(Town of Vail), Jake Shipe (Town of Vail), Slade Cogswell (970),Michal
Bednarczyk (970)Ben Walton (Miles), Kristin Yantis (MYPR), Bob Brown (BAAG),
Chris Romer (VVP), Jeremy Gross (Town of Vail), Tom Cohen (Tom Cohen
Photography)
Zoom- Kay Schneider (Vail Valley Partnership), Kim Brussow (Vail Valley
Partnership), Abby Oliveira (Town of Vail), Amanda McNally (MYPR), Angela
Mueller (Ren Event Productions), Clare Hefferren (), Jenna Luberto (BAAG),
Michal Bednarczyk (970), Jeremy Coleman (BAAG), Kristy Slack (Grand Hyatt
Vail), Mark Masters (Vail Comedy Show), Sarah Franke (Vail Valley Foundation)
Call to Order
Esmarie called the meeting to order at 8:33 AM
I. MINUTE APPROVAL November 21, 2024
Motion to approve- First Douglas/ Second Patrick / unanimous
II. MONTHLY FINANCIAL REPORT
$133,000 through October which is up 9.1% from the budget
Year to date up .3% from 2023 and 1.7% from the budget
$4.7million revenue through November
All expenditures total $5.2 million
III. DESTINATION & MEDIA MEASUREMENT
Zeke Coleman presented with Ben Walton on “Tourism Economics” a new
tool that VLMD will be using to measure media effectiveness
using mobile device tracking to measure economic impacts.
Action: Miles to provide more data on hotel vs. STR and retail data
measurement
Explore symphony Business Intelligence which allows view into competitor
metrics
IV. STRATEGIC PLANNING DRAFT
Timeline:
• December 19th VLMDAC Board Meeting
• January 6th Packet Published for January 9th meeting review
• January 21st VLMD/Town Council Meeting
• Detail to be added to About Discover Vail, the team and Executive
Summary
• Adjustments to be made to DMO Purpose Statement
Action:
- Liz to send follow-up email to board members with action items and pre-
meeting materials for Jan 13 meeting
- Include timeline of when the action plan will be finalized
- Include 2025 operating plan items that will be held until the Strategic
Action Plans are finalized (ie: brand launch)
- Finance to create a combined sales tax and lodging tax as a chart for
comparison and context
- Finance to create where fund balance will be for 2025 based on 2024
savings
- Finance to create a 3-5 year estimated revenue
Brand Launch
- Make sure brand focus groups include an NDA of sorts
- Board to finalize decision on brand launch after reviewing focus group
results in February.
V. 2024 SAVINGS AND 2025 BUDGET
2024 Estimated Savings- These estimated savings will increase the 2025
fund balance by $495,000+
Vail Brand Launch- $100,000
Vendor Expenses- $150,000+
Contingency- $245,000
Photo/Video Capture- $150,000
2025 Possible Savings
Brand Launch- $260,000
IPW Stand Alone Booth- $25,000
VI. GUEST LOYALTY TRACKING
Bob presented Loyalty Metrics - Board agreed they need more data.
Return rate is higher for a guest that visits both winter and summer
Action:
- Brown Analytics team to focus on data growth strategies in 2025,
including improving Wi-Fi data collection. 6.
- Miles team to explore building lookalike audiences based on repeat
visitors data.
- Partner Group to develop a plan for improving Wi-Fi usage and data
collection. Ie: incentives, lottery, increasing wifi IT capabilities,
monetization of owned channels, etc
- Marketing team to revisit strategies for converting winter visitors to
summer visitors.
-
VII. ADRIAN AWARD
Discover Vail was awarded a Bronze Adrian Award from HSMAI for their
multi-channel content strategy
VIII. 2024 SUMMER PHOTOSHOOT
Cast 35 different local talent, 3 events, 6 months of shooting, 19 locations
The Board suggested more multi-generational groups in the photos
Consider including more multi-generational imagery in future photo shoots.
IX. Other Business
Town Council passed ordinance for a STR fee: Annual $1,200 per bedroom
fee, will start June 2025. The money will go into a housing fund
Mia and Sam are going to Whistler, looking at facilities, meet with VR people.
The focus is culture and social.
Special Meeting on January 13th.
X. Public Comment
XI. Adjournment
Esmarie called the meeting to adjourn at 11:15 am unanimous
Upcoming Meetings:
VLMDAC Special Board Meeting
Thursday, January 13, 2025, Grand View Room
VLMDAC Board Meeting
Thursday, January 16, 2025, Grand View Room
VLMD/VLMDAC Joint Meeting
Tuesday, January 21, 2025, Town Council Chambers