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HomeMy WebLinkAbout02. 02.15.18 VLMDAC Minutes_DRAFTVail Local Marketing District Advisory Council Thursday, February 15, 2018 8:30-11:00am Packet Link: http://bit.ly/2GvxuRf VLMDAC Members Present: Phil Metz (Vail Resorts) Laurie Mullen (West Vail Liquor) Jenn Bruno (Vail Town Council) Jessie Klehfoth (VRD) Beth Slifer (Slifer Designs) John Dawsey (CME) Cindy Krieg (Doubletree) Skip Thurnauer Also Present: Mia Vlaar (Town of Vail) Carlie Smith (Town of Vail) Hannah Eflin (Vail Resorts) Jess Sweetin (Vail Resorts) Kristin Yantis (MYPR) Chris Romer (VVP) Laura Waniuk (TOV) Meggen Kirkham (SITE) Nell Davis (VRD) Ariel Rosenberg (Vail Bluegrass) Sarah Berkheimer (Cactus) Hannah Green (Cactus) Mike Lee (Cactus) Ainslie Fortune (Cactus) Jeff Strahl (Cactus) Henry Hougen (Deadline MotionWorks) Satchele Burns (Deadline MotionWorks) Jack Affleck (Affleck Photo) Sandra Perrig-Holst (VVP) Chris Cremer (Bridge Street Ski Haus) Carlie West (Bravo Vail) Sarah Franke (Vail Valley Foundation) AGENDA • January 2018 Monthly Financial Report, Carlie Smith Carlie Smith (ToV) gave brief overview of budget; final 2017 lodging tax collections of $3.27m (slightly less than budget but 2.5% above 2016). Fund balance of $1.2m (36%) at year end. Supplemental budget planned for March and expected to dip slightly below the 25% fund balance target. • Approval of January 18, 2017 Meeting Minutes Motion/second/unanimous (Thurnauer/Krieg/all). • 2018 Strategy & Tactics (120 minutes), Cactus Ainslie Fortune (Cactus) reviewed where we are today: overview of brand, strategies, go to market approach, feedback from board. Objectives (see presentation for details) were reviewed and discussed. Mike Lee (Cactus) reviewed background research, personas, product, comp set, and brand to help identify best prospects for Vail. All this led to “Destination Dynamic Families with kids 13-17” as an opportunity area, leveraged by Destination & Front Range Super Boomers, and Front Range events across all personas. See slides and details in presentation deck. Discussion ensued with advisory council re: likelihood to return? How to measure by working with RRC on data collection? Katie (Cactus) presented media cadence (overview), media allocations by target persona, and tactical breakdown (social, video, traditional, etc). Kirkham shared that we do not plan on out of home, and will focus on live sporting events vs standard television. Discussion ensued re: timing of being in market with live sports to impact summer 2018 business, and how to best leverage data resources through DestiMetrics and others. Hannah Eflin (Vail Resorts) reviewed the progress of the Vail brand evolution; many mountain resorts (Aspen, Jackson Hole, others) are pushing new advanced messaging. Recognition that Vail brand needs to focus on core “Like nothing on earth”; brand pillars and brand characters reviewed in detail – see slides for complete details. Creative to point back to this brand positioning and will continue to evolve; ideas and concepts to be season agnostic so all ideas and vision point back to the brand experience. Sarah & Jeff (Cactus creative directors) reviewed creative goals and executions. Details and bullet points in presentation deck. Reviewed Colorado Tourism Office “Come to Life” campaign as an example of good creative execution. Sample campaign scripts & execution shared with group including messaging, visuals, social. “Coming of Age” concept shared for year one and two (see deck for details). Discussion around event execution and expansion and activation opportunities with existing or future events and CSE. “Connection through Nature” concept shared for year one and two (see deck for details). Discussion around visuals and ensuring that they support the Vail experience (i.e., swimming doesn’t resonate). Discussion ensued around how to engage event producers and Commission on Special Events; local groups such as Bravo, Vail Valley Foundation, Walking Mountains, Vail Recreation District; on how to leverage and partner moving forward. Much of this will take funding efforts (while CSE funding is flat). Expressed desire by group to ensure that summer efforts align with future winter efforts to maintain brand consistency; group also recommends creative testing with teen audience. Discussion continued around the opportunity to build on platforms in an experiential manner, with limited aspirational components that might not resonate with the desired audience. Data is necessary to move this effort forward, and need to message to both teens and adults – because adults want to experience with their children. Advertisements and content need to support each other (authentic stories exist through event producers and partners). Advisory Council members shared thoughts on both campaigns; consensus is that the campaigns are not mutually exclusive (tactics from one can be utilized in the other), and “Coming of Age” is a better platform as it better resonates emotionally, and is more engaging. Desire to engage entire community in the effort (public session, invitations, etc.). Supplemental tactics (Super Boomer and Front Range events) reviewed with tactical shift toward three “hero video” themes for all events (culinary, action-adventure, cultural) with :15 video montage. Scripts and concepts to be presented in March, but will be brand level inspirational videos rather than individual event videos. These will be used primarily in front range television. Super Boomer videos will also be :15 montage theme. Additional ideas (see presentation deck) reviewed including seasonal cross-promotion, emotional engagement, product/merchandise partnerships, mobile video gondola, etc. How do we measure? Data components are point in time (lodging occupancy, intercept studies), and how do we shift to performance data? See slides for “data vision” pixel tracking concept, which would require lodging property participation. This would be a VLMD ‘owned’ space, data will not be ‘owned’ by Vail Resorts. Discussion ensued on how to best engage the lodging properties; plan is for VLMD to reach out one- on-one to understand opportunities and risks. Board encouraged continued risk-taking to move the effort forward. • Other Business (5 minutes) Reminder of March meeting from 2pm-4pm on March 22. Note date and time change. • Adjournment Meeting adjourned at 11:11am Upcoming Meetings Note date, time and location: VLMDAC Meeting, March 22, 2018 – 2-4pm, Antlers Lodge