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HomeMy WebLinkAbout02. VLMDAC minutes JAN 2017 Draft Final 1 VLMDAC Vail Local Marketing District Advisory Council Thursday, January 19, 2017, 8:30 AM – 11:30 AM
Antlers Lodge VLMDAC Members Present: Beth Slifer (Chair) 

 Phil Metz (Vail Resorts) Laurie Mullen (Vice Chair) Skip Thurnauer Jenn Bruno (Vail Town Council) Jessie Klehfoth (Vail Recreation District) John Dawsey (Colorado Mountain Express) (Treasurer) Michael Holton (Vail Valley Medical Center) 
 Scott Gubrud (Four Seasons) Also Present: Kelli McDonald (Town of Vail) Meggen Kirkham (Site) Kristin Yantis (MYPR) Satchele Burns Ellie Bray (Vail Resorts) Haley McNeill (Vail Valley Partnership) Carlie Smith (Town of Vail) Laura Waniuk (Town of Vail) Kendyl Severino (Vail Resorts) Chris Romer (Vail Valley Partnership) Hannah Eflin (Vail Resorts) Melissa (Emico) Melissa Delekta (MYPR) Josh Ruark (Sonnenalp) Lorena Melott (Vail Resorts) Ainslie Fortune (Cactus) Erin (Cactus) 2 I. Swearing in New VLMDAC Members – Tammy Nagel New members were sworn in. II. Election of Chair, Vice Chair, Treasurer – VLMDAC Members  Motion to recommend that the current board of officers be reinstated. Thurnauer/Klehfoth passed unanimously. III. December 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. There was $2.6 million in revenue with $66k collected in November making the new total $2.7 million. Expenses and fund balance was reviewed. Partners were thanked for getting in invoices. Reserve is at 40%. Budget for next year $3.75 million. The reserve will go down to 26% after allocated money for 2017 is spent. IV. NYC PR Update - Kristin Yantis MYPR – see slides for details Gabe Shalley was thanked for her efforts in helping with NYC flight. Number of writers and meetings were reviewed. It was noted that 40% of the writers they met with in NYC were writers they have not yet met with. Trends and observations were reviewed. Kristin was thanked for her efforts and ongoing relationships with media in NYC. V. Event Support – SITE & TOV see slides for details Events were reviewed along with criteria for VLMDAC support. Handout with criteria was distributed to partners. Brand fit, overnight visitation, demographic fit, optimize calendar, scale and growth opportunity and does the event support one or more marketing strategies or tactics are the criteria included. Stand-alone events to support and promote were presented. Other events that were recommended for promotion were presented. Discussion ensued about some of events timing and marketing support. VI. 2017 Tactics all – see slides for details. Digital – Cactus, SITE, VR, MYPR: new approach was presented. Shifted from geographic approach to consumer focus. Summer brand goal, NPS goal, 2016 results and 2017 goals were presented. It was noted that occupancy was up 5% and group up 30%. It was noted that summer is continuing to outpace winter in terms of growth. It was asked for history of sales tax and occupancy history and it will be shared. Discussion ensued about progress and data available to review success. 2017 strategies were reviewed. 2017 budget was presented. Personas were reviewed: dynamic families, active professionals and super boomers. It was noted that persona details were used to adjust messaging and strategies. It was noted that all personas are involved in outdoor recreation and the Vail brand overall. Paid media overview, digital tactics were presented for personas. Discussion ensued about growth potential and shifting tactics. Traditional media tactics were presented for personas. Event messaging tactics were presented for all personas. Discussion ensued about tactics. Web and SEO tactics and ideas were presented for each persona. It was noted that when Cactus talks about social media it is paid and when VR is talking about social media it is more 3 targeted, organic social media. Social media tactics and data were presented for each persona. Email tactics were presented for each persona. PR messaging tactics were presented. In market media visit schedule was presented. Shifts in Texas based publication tactics discussion ensued. It was noted that a guest profiler report could be pulled for Hou ston and Texas and shared with partners. Discussion ensued about increase in Houston based visitors. FAM/media visit strategies were presented. Influencer’s strategies were presented. It was asked who the potential influencers might be and it was answered that those targets could be shared. Discussion ensued about influencer roles. It was noted that more specifics and details about timing would be presented at the February meeting. Active professional persona was noted as having a strong social media engagement last year and tactics will reflect that engagement for 2017. Consumer messaging matrix was presented. Other tactics were presented. International tactics were reviewed. Mexico City sales mission details and budget were presented. Details about the International Dance Fest in May, taking place in Mexico City were presented. Discussion ensued about event. Panama sales mission details were presented. Suggestions for international wholesaler incentive efforts were presented. Groups and meetings: it was noted that there isn’t too much application of the personas to this segment. Details of efforts and goals were presented. Group sales insights were presented. It was noted that Cvent has increased leads and next month’s meeting packets will include more details of Cvent success. Research: Guest Profiler, Intercept study was reviewed. Recommendations were given. Discussion ensued about research efforts. It was noted that Burke Study is included in these research efforts. Community/PR: insights, messaging, tactics and recommendations were explained. Planned in market media visits were reviewed. Strategies and metrics were presented. Next steps and a timeline were presented.  Motion to approve strategic plan as presented. Thurnauer /Metz. Passed.  Motion to approve $32 k for international incentive program. Metz/Dawsey. Passed. VII. Other Business Colorado Summer Alive guide was presented. VRD approached VLMD to partner on a booth at the Bolder Boulder to promote summer. The cost is $3500. Discussion ensued about event and promotional value. VIII. Adjournment – Dawsey/ Thurnauer 4 Upcoming Meetings: VLMDAC – February 16, 2017, 8:30-11:30 a.m. The Antlers