HomeMy WebLinkAbout02. VLMDAC January 2017 Meeting Minutes 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