HomeMy WebLinkAbout01. April 17 2025 Discover Vail Board PresentationDISCOVER VAIL MONTHLY MEETING
April 17, 2025
Agenda
1.Call to Order
2.Action Item
a.Minutes Approval
b.Monthly Financial Report, Jake Shipe, Town of Vail
c.Interski Vail 2027 Funding (10 minutes) Ceil Folz, CFC Collective, Mia Vlaar, Town of Vail
d.Lacrosse Tournament Event Funding (5 minutes) Jeremy Gross, Town of Vail
3.Discover Vail Strategic Action Plan (45 minutes) Staff and Board
4.2025 Campaign and Themes (45 minutes) 970 Design
5.Board Comment to Packet Materials
a.2025 Tactics Full Report
b.2025 Campaign and Themes Full Report
c.Quarterly Reports (Social, Group Sales, PR, Content, Web, CRM, Database)
6.Matters for the Board (opportunity for each board member to provide comments on items not on agenda)
7.Staff Report
8.Public Comment
CONSENT AGENDA
1.Board provide approval to VLMDAC Meeting Minutes from January 16, 2025
2.Monthly Financial Report
Provided by Jake Shipe, Town of Vail Finance
Consent Agenda
SPONSORSHIP FUNDING
APRIL 4 -9, 2027 • VAIL, CO • DISCOVER VAIL REQUEST
WHO WE ARE
About Interski
Held every four years, Interski brings instructors
together from around the world for an event that offers a
valuable education opportunity to share innovations and
core beliefs. Participants from 36 countries around the
world attend, along with their high performance demo
teams who perform throughout the week.
For 2027, the event was awarded to Vail, Colorado. Vail
is recognized as one of the top ski resorts in the United
States and the world. It has played host to three World
Alpine Ski Championships, annual World Cups and has a
strong tradition of excellence in event organization and
production.
WHO WE ARE
Event
Overview
Roughly 2,000-4,000 will be
official attendees, another
20,000 who will join the event
remotely.
Interski is awarded to a
country every four years,
Vail won the bid in February
2023.
Portions of the event will
include public attendance,
expected to be roughly 10,000
additional people each day.
36 countries will send
National teams and
delegates to participant in
the six-day gathering.
This is the signature event for snowsport instructors across the globe
<35 YRS
Vail
Mountain’s
Target
Market
Event
Demographics
WHO WE ARE
56 YRS
Avg. Age
of an
Interski
Participant
53%
Participants
come from
outside the
U.S.A.
$295K
Destination
Guests’
Average
Income
53%
Men
47%
Women
Marketing Outreach
Interski2027 will be fully supported by the Vail Resorts
Communications and social media team, as well as full
utilization of the Discover Vail and PSIA-AASI
communication assets
VAIL MOUNTAIN: 355,000 FOLLOWERS
DISCOVER VAIL: 15,300 FOLLOWERS
TOWN OF VAIL: 6,200 FOLLOWERS
PSIA-AASI: 10,500 FOLLOWERS
Three Years- Three Events
Leading up to the 2027 Interski, there will be two prep events taking place in Vail. In
April 2025, 25 of the countries that will attend Interski are coming to town for the
General Assembly. In 2026 PSIA, the Interski host is bringing their National
Academy to Vail in April.
2025 General Assembly:
25 countries, 100 guests, 5 days
2026 National Academy:
500 attendees, 6 days from across the USA
InterskiVail2027:
28 countries, 1500 international guests, 1,500+ from the USA, 6 days
THANK YOU!
Interski Vail 2027 Funding
Staff is asking a vote to approve a VLMDAC letter of intent to support Interski 2027
in the amount of $125K
Vail Lacrosse Tournament is a 3 day youth lacrosse tournament in June that brings
approximately 2,000 youth players to Vail. The sponsorship request came outside of
our regular cycle. The event has requested $10,000 and was allocated $8,500 in
2024. Staff is recommending $7,000 based on the sponsorship and marketing
benefits offered in the application.
Action Requested
Staff is requesting a motion to approve $7,000 sponsorship for the Vail Lacrosse
Tournament.
Lacrosse Tournament Event Sponsorship
DISCOVER VAIL STRATEGIC ACTION PLAN
Request of Board: Review Vail DMO Strategic Action Plan draft in packet materials in
detail and share feedback.
This will not be presented at the meeting.
Discover Vail Strategic Action Plan
BOARD COMMENTS TO PACKET MATERIALS
a.2025 Tactics Full Report
b.2025 Campaign and Themes Full Report
c.Monthly Reports
○Group Sales, DestiMetrics
d.Quarterly Reports
○Social, PR, Content, Web, CRM, Database)
Board Comment to Packet Materials
STAFF REPORT
PUBLIC COMMENT AND ADJOURNMENT