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VLMDAC meeting minutes March 20, 2025Vail Local Marketing District Advisory Council Monthly Meeting March 20, 2025, 8:30 am AGENDA VLMDAC Board Member Attendees: In-person- Esmarie Faessler (Sonnenalp), Jana Morgan (Sweet Basil), Jonathan Reap (Four Seasons), Douglas Kessler (Homeowner), Sam Biszantz (Council Rep/Root & Flower) Molly Bond (Vail Resorts), Sarah Franke(Vail Valley Foundation), Patrick Davis (Manor Vail) Zoom- Additional attendees: In-person- Mia Vlaar (Town of Vail), Liz Gladitsch (Town of Vail), Kay Schneider (Vail Valley Partnership), Chris Romer (VVP), Jeremy Gross (Town of Vail), Abby Oliveira (Town of Vail), Diana Ramirez (Town of Vail), Jake Shipe (Town of Vail), Pauline Araujo (Always Mountain Time), Parker Owens (Bravo Vail), Slade Cogswell (970), Bob Brown (BAAG), Zoom- Amanda McNally (MYPR), Angela Mueller (Ren Event Productions), Jenna Luberto (Mindful Mountain Marketing), Michal Bednarczyk (970), Amanda Zinn(Town of Vail), Beth Wright-Cheeseman(Miles), Kristin Yantis (MYPR), Caitlin Row (Miles), Danelle Amos(Miles), Ivy Vaughn(Miles), Justin Gibbs (), Kelsey Siggins(Vail Valley Arts League), Kim Brussow(Vail Valley Partnership), Kristy Slack(Grand Hyatt Vail), Mark Masters(Vail Comedy Show), Sarah Kessler(The Hythe), Tracy Stoltz(The Hythe) 1. Call to Order Esmarie called the meeting to order at 8:31 AM 2. Consent 1. Minutes approval-January 16th, 2025 Douglas First / JR Second / unanimous 2. Monthly Financial Report January collections $812,000 which is a 2.1% decrease from 2024 End of February spent $266,000 ACTIONS- Next month Jake to present the final numbers for 2024 and the fund balance for 2025 3. Action Item: Approval from VLMDAC Board 1. 2025 Event Allocation-2nd Cycle Sponsorship Special event sponsorship is now under the VLMD Second Cycle Requests- Sponsorship benefits- driving traffic to discovervail.com, Ripe booking conversions, Data capture of event attendees, bring vibrancy and authentic experiences to Vail Sponsorship proof of performance- post event reports include marketing, data capture, and economic impact Event savings from 2024 $882,000 will roll into VLMD Second Cycle we received an application from Vail Jazz (they asked for $50, we gave them $35) Other visitor draw events- Freefall Bluegrass Festival, Vail Fine Arts, Vail Kris Kringle Market, Artisan Rhapsody(new event) Recreation Events- Cougar Ridge Classic, 54th Fred Ammer Soccer Tournament, Cindy Eskwith Soccer Tournament, Vail Gymnastics 2025, Vail King of the Mountain Volleyball Tournament, Vail Trail running series, Kick it Soccer Tournament, Vail Lacrosse Tournament Discussion ensued about the athletic events being over busy weekends in the summer. What are the room nights associated with these events? Education & Enrichment Events- Ethical Leadership Forum, Forging Connections, Heads up for Hope, The Backcountry Ball ACTIONS- Motion to approve second cycle event budget Jana/Douglas unanimous Artisan Rhapsody, a new event for 2025 presented 4. Strategic Action Plan Update Thank you to everyone that participated, Board, Community, Staff It is a three-year plan how do we roll it out and how does it align ACTIONS- Staff is working on to present 5. Summer Paid Media Plan We have media launching in April through September The budget is $1.5 million this is down 5% year over year Trackable media ROAS $6+ (2024 ROAS $4.48) Mexico Media Brief Will run from April through September (budget $80,000) There is a Spanish landing page that leads them to DiscoverVail Aspen has a Spanish website, should we consider that? We have 8,400 people that have their browser set to Spanish compared to 100,000+ have English ACTIONS- Put on back burner if we add a Spanish website 6. Board Comment to Packet Materials Liz mentioned April is when all quarterly reports will be added (sales, PR, etc) to the packet so it is a larger packet Bound (to enhance DiscoverVail) started last year, 2024. And we are ramping up for summer 7. Monthly Reports Chris reported on Destimetrics JR asked what DiscoverVail and Vail Resorts are doing together, DiscoverVail launched the Spring activation this week, in April DiscoverVail will start summer, should we start sooner? ACTIONS- 8. Staff Report As of Tuesday, a plan was presented to Council for summer parking in both structures. Both structures need a lot of upkeep- summer cost will be $2 an hour after two hours free with a max of $10 a day. It will run from May 23-September 28. The Council will make a final decision on April 1st ACTIONS- 9. Other Business Community meeting next Tuesday at Donovan, The Grand prize is two tickets for any show at Ford Amphitheater and $100 to spend at the show (from VVF). Comedy Shows coming up, Taste of Vail Check DiscoverVail for more events JR spoke about Vail’s Director of Sales and Marketing are gathering Wednesday the 26th at Manor Vail to discuss group business and then we will come back to the VLMD to share our findings. Sarah Franke volunteered to be on the ADHOC for LoveVail ACTIONS- JR and Patrick will report back next board meeting 10. Public Comment Mark Masters commented there was a 20% reduction in the Vail Comedy Show budget and this may affect locals being able to attend or attend for free. And the number of shows he will be able to offer. ACTIONS- 11. Adjournment Esmarie called the meeting to adjourn at 11:00 AM Unanimous Upcoming Meetings: VLMDAC Board Meeting Thursday, April 17, 2025, Grand View Room