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HomeMy WebLinkAboutMemo_VLMDAC_Interviews_and_Appointments_120517TOWN Of 0) VAIL 1 Memorandum To: Vail Local Market District From: Patty McKenny, Town Clerk Date: December 5, 2017 Subject: Interview and Appointments to Vail Local Marketing District Advisory Council (VLMDAC) The Vail Local Marketing District members will have an opportunity to interview five candidates for four vacancies on the Vail Local Marketing District Advisory Council at the December 5 meeting. The interview schedule is listed below. At the close of the interviews, the VLMD will appoint the new members who will serve two year terms. In addition, there may be some discussion with the Town Attorney about the eligibility requirements outlined by the Colorado State Statutes, as shown below. The VLMDAC consists of nine (9) voting members which includes one town council member appointment. The criteria for this position are set forth in C.R.S. 29-5-111 which states, General powers of district. (1)(g) All applicants must be "owners of property within the boundaries of the district," which includes by definition corporations or entities which own property "within the boundaries of the district." The district boundaries include the Town of Vail boundaries. The list of six interviewees indicates that either taxable property ownership by individual or corporation has been met. There are four two-year term vacancies with four at large appointments. The terms of the shall be for two years and end on December 31, 2019. The position vacancies were advertised with a public notice in the Vail Daily and posted on the Town of Vail website the last few weeks. The mission of the VLMDAC is to market and promote Vail to attract overnight guests primarily during the May — October time frame, creating economic vitality by increasing both the visitor base and sales tax revenues. The VLMDAC general meetings are currently the third Thursday of every month at 8:30 A.M. List of Current VLMDAC Members & Terms: Beth Slifer, Slifer Designs (Chair) 2018 John Dawsey, Colorado Mountain Express (Treasurer) 2017 Skip Thurnauer, at -large 2018 Laurie Mullen, West Vail Liquor Mart 2017 Jesse Klehfoth, Vail Recreation District 2017 Michael Holton, Vail Valley Medical Center 2017 did not reapply Phil Metz, Vail Resorts, Inc. 2018 Scott Gubrud, Four Seasons Hotel 2018 Interview Schedule: Name 1:00 John Dawsey 1:10 Jessie Klehfoth 1:20 Cindy Krieg 1:30 Laurie Mullen 1:40 Mark McDonnell 1) Owners of property w/in boundaries of district General Manager Colorado Mountain Express VRD Director of Sales, DoubleTree by Hilton Owner, West Vail Liquor Mart Brand Manager/ Marketing Director 10th Mountain Whiskey Attachments: Letters of Interest, Possible Interview Questions, Attendance Records Town of Vail Page 2 Patty McKenny From: John Dawsey <JohnD@ridecme.com> Sent: Friday, November 24, 2017 9:57 AM To: Patty McKenny Cc: Laura Waniuk Subject: VLMDAC Application - John Dawsey Dear Ms. McKenny - I would like to submit my application to renew my Vail Local Marketing District Advisory Council seat for another two year term. I have been a long-standing member and currently serve as the Treasurer on the VLMDAC. I have enjoyed working with the advisory council as well as members with the Town Council over the years on the strategic direction for our marketing efforts. We have had consistent success throughout my time on the council measured by the growth in lodging tax, as well as solid NET Promoter scores and other key performance indicators we developed in collaboration with the VLMD/Town Council. I feel now is not a time to rest on our laurels, nor take any of our success for granted. As a marketing advisory board, we must continue to challenge the status quo and leverage the consumer insights we have gained to continue to develop messaging and programming that will appeal to our core audiences. I want to ensure we are appropriately positioning our efforts against the Vail brand to thoughtfully grow our visitation where we most need it, and do it in a way that aligns with our value proposition. I strongly feel my experience, leadership and commitment to Vail's success demonstrates my qualifications to continue as a VLMDAC member. I appreciate the consideration and I'm happy to discuss these qualifications during the interview process. In the mean time, please do not hesitate to contact me with any questions. Sincerely, John Dawsey John Dawsey Vice President/General Manager Colorado Mountain Express p (970) 754-3701 jdawsey@ridecme.com Visit us at: www.ColoradoMountainExpress.com �''OIOGQ•4wAlo11�TAN F.Xww N" VAIL RECREATION D I S T R I C T November 20, 2017 Jessie Klehfoth Director of Marketing and Communications Vail Recreation District Patty McKenny, Town Clerk Vail Local Marketing District I Vail Town Council 75 S. Frontage Rd. Vail, CO 81657 Dear Patty and Town Council, 700 S Frontage Rd. E Vail, CO 81657 970-479-2446 jklehfoth@vailrec.com Please accept this letter as my interest to serve a second term on the Vail Local Marketing District Advisory Council (VLMDAC). Having been appointed to the council in 2015, I've had the pleasure of seeing and guiding the growth of Town of Vail summer marketing over the past two years, and I would like to continue in this role for the next two years. As the marketing and communications director for the Vail Recreation District, I'm a firm believer that a strong partnership between the Town of Vail and the VRD is essential to making Vail a summer and shoulder season destination for visitors. From the world-class facilities we partner together on, to the events, tournaments, programs and recreational offerings, I'm pleased to be able to bridge the gap between Town of Vail marketing and VRD efforts, to ensure alignment and the best coordinated messaging to all our prospective guests. I believe my background in hospitality, resort and digital marketing have made me a valuable member of the VLMDAC, especially with the big changes over the past few years. From onboarding two creative agencies to championing shifts to more effective digital marketing, it's been a pleasure to participate in the advisory council. Having served as the marketing manager for Beaver Creek Hospitality before coming to VRD, I have a keen insight into hotel booking trends and messaging. Before that, I owned my own marketing firm, where I served many local and regional businesses and non-profit with all their marketing needs, from graphic design, website development, digital advertising and branding, so I bring a good eye for detail and a working knowledge of all these skills to the council. I began my career as a journalist both at the Greeley Tribune where I was the web editor and then at Colorado Mountain News Media as the internet specialist. This gave me a strong appreciation for storytelling and crafting the perfect messaging, which is the key to good marketing. Now more than ever, I think it's time for the VLMDAC to really evaluate Vail's positioning within the market and within itself, and I feel that having a strong advisory council in place to tackle these exciting and difficult questions will keep Vail in a leadership position. I would be honored to be able to continue on the council to help shape this marketing vision. And, as a soon -to -be -resident of Vail, I'm very passionate about the town and ensuring its success as both a destination to visit and as a wonderful place to live and work. Thank you for your consideration, it's been a pleasure getting to work with all of you over the past two years. Sincerely, Jessie Klehfoth N" VAIL RECREATION D I S T R I C T November 24, 2017 Patty McKenny, Town Clerk Vail Local Marketing District I Vail Town Council 75 S. Frontage Rd. Vail, CO 81657 Dear Patty and Town Council, Michael Ortiz Executive Director Vail Recreation District 700 S Frontage Rd. E Vail, CO 81657 970-479-2461 mortiz®vailrec.com As an entity appointed to the Vail Local Marketing District Advisory Council, the Vail Recreation District (VRD) hereby appoints Jessie Klehfoth, VRD Marketing and Communications Director, to serve as the VRD's designee to the Vail Local Marketing District Advisory Council, if the town council is so moved. Michael Ortiz Executive Director Vail Recreation District Patty McKenny From: Cindy Krieg <Cindy.Krieg@Hilton.com> Sent: Tuesday, November 28, 2017 11:32 AM To: Patty McKenny Cc: Laura Waniuk Subject: VLMDAC Application Patty, I would like to submit my name for the VLMDAC. I understand that there are some openings, and I do realize that I am a little late with my submission. I have been traveling the past couple of weeks, so I hope it's OK that I am submitting this today. I am not a resident of Vail (I live in Eagle -Vail / Avon), but I am an employee in Vail and my employer owns their business here in Vail (former Holiday Inn, soon to be DoubleTree by Hilton). I have been a Vail Valley resident since 2007, and have always worked in hospitality. I have years of experience in event planning, but also have a sales background, and was on the Vail Valley Business Women's board for 4 years (2 as President). I'd like to become more involved in the Vail community specifically, and the efforts to strengthen our year-round business. I have cdcl Laura here as well. I did apply last year, and was wondering if you by chance still have the letter from my employer - listing me as the designated appointee. If not, please let me know and I can ask them to write a new letter. Please let me know if you need any additional information. Thank you! Cindy Cindy Krieg Director of Sales 970-476-2739, ext. 4104 DoubleTree by Hilton Vail - Opening Soon! 2211 North Frontage Road Vail, CO 81657 www.dtvail.doubletreebyhilton.com www.facebook.com/doubletreevail www.twitter.com/doubletreevail This transmission is not a digital or electronic signature and cannot be used to form, document, or authenticate a contract. Hilton and its affiliates accept no liability arising in connection with this transmission. Copyright 2017 Hilton Proprietary and Confidential WIDEWATERS HOTELS November 30, 2017 Patty McKenny Town Clerk Town of Vail Dear Patty, Please accept this letter as written approval that we designate Cindy Krieg, Director of Sales to represent our Vail business (TNREF III Bravo Vail, LLC, dba DoubleTree by Hilton Vail) on the Vail Local Marketing District Advisory Council. If selected to the council, Ms. Krieg will serve as our designated appointee. Warm i Robert VP - Hotel Operations Widewaters Hotels 5786 Widewaters Parkway • PO Box 3 •DeWitt, New York 13214-0003 • Phone: 315/445.2424 • Fax: 315/445.8570 www.widewatershotels.com Patty McKenny From: Mark McDonnell <mark@10thwhiskey.com> Sent: Friday, November 24, 2017 4:17 PM To: Patty McKenny Subject: Vail Marketing Advisory Committee Attachments: SwotAnalysis.docx; Mark_McDonnell_Resume_2017.docx Dear Ms. McKenny, I am writing to you today to express interest in becoming a member of the Vail Marketing Advisory Committee. I am formally applying on behalf of 10th Mountain Whiskey, and they will be appointing me as their representative to the board. As the Brand Manager/Marketing Director we feel that I have the experience and educated voice that you are looking for. I have personally lived here in Vail for eleven years and I feel as though I have a good sense of what is fitting for the town and what is not. I am applying at the direction of Dave Chapin who is a close personal advisor and mentor who feels as though I embody and live the mountain lifestyle that is Vail . Please find my resume attached for your consideration. Please let me know if you have any questions. Cheers, Mark McDonnell Brand Manager 10th Mountain Whiskey & Spirits 970-390-3487 225 Gopher Rd Eagle Vail, Co 81657.970-390-3487 • Mark.E.McDonnell@gmail.com Mark E. McDonnell Objective Seeking new challenges and looking to gain invaluable experiences in a marketing and sales based position, while pursuing my passion for the mountain lifestyle. Experience 10:'2014 - Present 10th Mountain Whiskey and Spirts Co. Vail, Co Brand Manager ■ Implemented a calculated marketing plan that more than quadrupled brand placements. ■ Strategically targeted and planed new events to help grow the brand on a national level. ■ Created a liquor infusion program that patrons ask for by name, creating return business and increasing margins on our core products. ■ Trained all staff on the brand, policies, procedures and sales techniques to establish a brand standard. ■ Identified new and emerging markets by bringing on a distribution supply line in four new states. 06/2012 Present Beaver Balls Dog Treats Minturn, Co Chief Executive Officer and President of Sales Developed a new brand from conception to the popular product that can now be found on store shelves in more than 5 states Used proven sales techniques to grow a new and unproven brand that could be found in more than 300 brick and mortar stores and 4 online platforms. Used sales numbers and achievements to prove product concept as well as bringing on an industry leading distributor to drive further sales and continued reach. 01 `2012 — 05/2013 Accent Property Management Edwards, Co Personal Assistant/Property Manager ■ Responsible for the home care management of thirty five privately owned vacation homes including handy man projects of every kind. ■ Directed new client acquisitions to continue to build the brand portfolio ■ Managed the bidding process and supervised capital improvement projects for homeowners. 052011- 01/2012 The Wren at Vail Vail, Co Concierge/Front Desk ■ Targeted and directed all content of social media marketing that led to the doubling of followers. ■ Used social media marketing to effectively promote specials of both The Wren and the town of Vail to stimulate traffic through our multiple media channels. ■ Exceeded budgeted rental income by successfully implementing closing strategies at the time of booking. 970-390-3487•Mark. E.McDonnellta gmail.com Mark E. McDonnell 102010 - 4'2011 Beaver Creek Sports / SSV Beaver Creek, Co Assistant Store Manager ■ Over saw daily operations of the entire store including but not limited to retail, rentals, and ski valet. ■ Closely monitored rental inventory to prevent loss and minimize fleet shrinkage. ■ Increased guest relations and streamlined skier access by implementing an easy to use sky valet service. 10±2008 - 101010 Peak Properties Avon, Co Property Manager ■ Organized, managed and supervised construction projects and renovations for a portfolio of high end real estate while working closely with HOA's and observing their bylaws. ■ Maintained direct communication with home owners and guests to expedite service and uphold a platinum level of hospitality. ■ Met with perspective new clients that helped build the portfolio to more than one hundred million in real estate. 52008 10:'2008 Western Seasons Property Management Edwards (Arrowhead), Co Lead Maintenance Technician ■ Scheduled and conducted a variety of services for property owners that could be held to the highest professional standards. ■ Responsible for the safeguarding of multimillion dollar homes. ■ Delivered twenty four on call emergency service to solve any problem large or small. 11'2007 — 5:2008 Vail Sports / SSV Vail, Co Assistant Store Manager ■ Oversaw operations and sales within the rental and retail department. ■ Exceeded expected seasonal sales projections and managed store budget for the 2007 — 2008 ski season. ■ Provided guests with a personalized ski experience from a knowledgeable local ski professional. 05/2007 - 11/2007 Bachelor Gulch Public Safety Bachelor Gulch Village Avon, Co Public Safety Officer ■ Ensured the overall safety of both guests and home owners within Bachelor Gulch Village through enforcement of village rules and regulations while maintaining their overall satisfaction. • Maintained a constant state of medical readiness to respond to a medical emergency without warning. 11/2006 05!2007 Park Hyatt Beaver Creek Beaver Creek, Co Communications Supervisor ■ Trained and directed team members in both reservations and PBX departments. ■ Worked closely with Group Sales and Marketing departments arranging rooming lists and promoting specials to increase occupancy and average daily rates. ■ Over saw and facilitated communications throughout the resort by utilizing telecommunications, daily meetings and industry networking. 970-390-3487•Mark. E. McDonnel I (d.gmai 1. com Mark E. McDonnell Education 92002 -- 62006 University of Vermont Burlington, Vt B.S. Business Administration and Marketing ■ In depth knowledge and course work in Accounting, Finance, Marketing, and Human Resources Management. ■ Certified operator of Microsoft Windows suite. References Dave Chaipin — Mayor Town of Vail 970-376-0196 Marisa Aguilar Selvy -- Co Owner and VP of Marketing at Crazy Mountain Brewery 213-804-8169 Amad Akkad — Owner Lionshead and Lamina Jewlers 970-376-2778 More references are available on request A SWOT Analysis of Mark McDonnell Strengths I Weaknesses • Community knowledge. • Taking on to many projects. • Analyzing business processes. • Time management because of • Developing marketing strategies. taking on to many projects. • Public speaking. • Inability to say no. • Committed to the development of • Can be a little over charismatic. the brand I represent. • New to marketing a town. • Knowledge of MS Office and • Always trying to stay active in the Photoshop. office and sometimes missing the • Identifying new markets and their beauty of our mountain home. potential. brand. • Strong ties to the local business Being lost in the numerous levels of community Including owners and management in a town operators. administration. Opportunities I Threats • Chance to work and share ideas • Previous employers didn't offer with a team. professional training or • Gain experience in town operations. development. • Conduct a marketing campaign with • Climate change affecting the an adequate budget. industry. • Choosing new markets and • Internal candidates that are demographics to build core perceived to know the brand better. competencies. • The balance between home life and • To learn new skills from industry trying to build a career through a leaders. brand. • The chance to shape and mold the Being lost in the numerous levels of future of our home. management in a town administration. Iarnie Mullen PO Box 1652 Vail CO 81658 376-5639 orlmuflen@westvad.com November 24, 2017 Patty McKenny Town of Vail 75 S. Frontage Road Vail CO 81657 Dear Patty and Vail Town Council, This letter serves as my interest in serving the Vail community for another term on the Vail Local Marketing District Advisory Council (VLMDAC). I am interested and qualified to serve the VLMD for the following reasons: • 1 am a Vail business owner therefore I know first hand the importance of Vail's economic vitality. • 1 am a Vail property owner. We own two condominiums that can house 50% of our staff therefore I am interested in maintaining and growing property values. • 1 represent the small and entrepreneurial businesses of Vail which is crucial to keeping Vail unique and diverse. • 1 represent the retail segment of Vail's business sector. • 1 offer 29 years of sales and marketing expertise in the Vail Valley. • 1 am involved and active with Vail's assets (Mountain, Dobson Ice Arena, Vail Golf Course, Donovan Pavilion). 1 am connected within the community due to my involvement personally and professionally. • 1 live here full-time and can commit to the time required, meetings and associated VLMD events. I rarely miss a VLMDAC meeting or event. • 1 often chair the VLMDAC meetings, attend special meetings including TOV Council and committee meetings • 1 have future goals (see page 2) for VLMD. I take them seriously and work hard to improve our efforts and results. • 1 am passionate about Vail! I have also attached a summary of my experience, professional association, personal interests and goals. I appreciate your consideration of my qualifications to serve Vail and the VLMD. I truly love working for the Town of Vail on the VLMDAC! Respectfully and grateful to serve our Vail Community, Laurie 91tuffen Laurie Mullen Personal goals for VLMD in 2018 and future • Strengthen Vail's position as a year round destination • Focus on overall strategies, differentiation and results • Focus on plans and marketing that address targeted time periods • Enhance and increase our international efforts, reporting and results • Continue to serve as a liaison to the businesses of Vail and represent them • Deliver quantifiable results to the TOV business community Professional Experience • West Vail Liquor Mart, owner with Tom Mullen (since 1993), and personally involved from 2008 -present • The Resort Company, Vail Valley and Steamboat Divisions, Director of Marketing, 2006-2008 • The Resort Company (Lion Square Lodge, Montaneros, The Charter), Director of Marketing 1998-2006 • The Charter at Beaver Creek, Director of Marketing, 1994-1998 • The Charter at Beaver Creek, Director of Sales, 1992-1994 • Lion Square Lodge, Sales Manager, 1989-1992 Professional Organizations • Vail Local Marketing District Advisory Council, December 2005 -present • Vail Economic Advisory Council member, May 2008 -present • Bravo! Vail Board of Trustees member; Finance, Marketing/Devlp Committee • Eagle Air Alliance, past Board member and current contributor • Vail Valley Partnership, past Vice President & Board member • Colorado Licensed Beverage Association, member • Hospitality Sales & Marketing Association International (HSMAI), Vail Valley Chapter, Past President o National winner of 10 Adrian Advertising Awards (through HSMAI) o Winner of Salesperson of the Year (through Vail Valley Chapter) Personal Organizations • Vail Valley Cares (Thrifty Shops), Past President, Exec Comm & Board member • Women's Foundation of Colorado, past Committee member • Ducks Unlimited, Vail/Eagle County Chapter, past Committee member • Eagle River Presbyterian Church Personal Interests • Vail Twin Peaks Ice Hockey player, Treasurer and past Captain • Vail Recreation District, Mini Mites and Mites assistant coach, 2006-2009 • Outdoor recreation: alpine and Nordic skiing, snowshoeing, hiking, biking, backpacking, soccer, golf Suggested Questions for VLMDAC Candidates o What experience do you have in marketing? o What do you see as the primary role of the VLMDAC? o Have you been on any other TOV boards/committees? o How do you qualify for appointment to VLMDAC (homeowner/business owner?) o What is your occupation? o How do you believe your appointment would benefit the VLMDAC? o What do you believe is Vail's strongest selling point in the non -ski season? o What is the biggest hurdle Vail must overcome in marketing the non -ski season? o How long have you lived/worked in Vail? o What do you believe is the most effective form of marketing Vail to potential summer guests? o What role should events play in the marketing message? o Why do you want a seat on the VLMDAC? o Are you prepared to make the time commitment necessary to fulfill a position on the VLMDAC — monthly meetings for 3 hours; additional meetings as needed? 00 0 0 0 0 0 0 0 u C 9 0 0 0 0 M W 0 N 0 0 f2 1- 0 0 O .- 0 H Q �+ 8' Z E 0 0 0 0 0 0 0 0 0 a 0 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 0 z c o c � o 0 0 0 0 0 O a a Q Q C 5 O M O O 0 0 y y c0m',01 a aaaa c 0 0 0 0 0 c c o 0 QQ x0 c c aa c 0 0 0 ` CL O 0 o o 0 0 Im 00c00c000 Q a a 0 0 0 0 � CO. 90 0 0 0 0 0 c 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 y 7 Q —0000 000 r r r .NNO m Q Q O O O O .= C O O C O C C O c71 N N - N N Q mmm Q 1<1<1< L 000000 0 0 0 0 0 0 0 0 0 0 0 0 a 0000000 0 0 0 0 0 0 00 0 0 0 O LL C 00 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 A .t N r O G1 t > m xxtn (D N UU,�y�jo� y ao I� n r� r- r ao ao ao �1r 00 0000000 0 0 0 0 0 0 0 0 0 C a N N N N N N N\\ M aaaaaaaaa M M M M M M M M � d pIQ O .. 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