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Home My WebLink About02. VLMDAC July Meeting MinutesPublic Notice Vail Local Marketing District Advisory Council Thursday, July 20, 2017 Antlers Lodge Caribou/Pronghorn Room 8:30 – 11:30 AM VLMDAC Members Present: Laurie Mullen (West Vail Liquor) Jessie Klehfoth (Vail Rec District Jenn Bruno (Vail Town Council) John Dawsey (CME - Treasurer) Phil Metz (Vail Resorts) Michael Holton (VVMC) Beth Slifer (Slifer Designs) Scott Gubrud (Four Seasons) Skip Thurnauer Also Present: Kelli McDonald (Town of Vail) Carlie Smith (Town of Vail) Dave Neff (Vail Resorts) Yann Benjamin (Vail Resorts) Kristin Yantis (MYPR) Sylvia Rivera (MYPR - Mexico) Anna Robinson (VVP) Chris Romer (VVP) Johanna Richards (TOV) Carly West (Bravo!) Satchel Burns (Deadline) Laura Waniuk (TOV) Jeff Andrews (East West DH) Meggen Kirkham (SITE) Diana Berry (Cactus) Edith Gonazales (CMC Student Observer) AGENDA: ● VLMDAC Executive Session pursuant to: 1) C.R.S. §24-6-402(4) (e) - to determine positions, develop a strategy and instruct negotiators, Re: 2018 VLMD Budget (60 minutes) ● June 2017 Monthly Financial Report (5 minutes), Carlie Smith - TOV The budget for sales tax has been lowered due to hotel closures. 2018 revenue budget will be flat to 2016. There is $200K extra in the reserve budget that can be added to the expense budget if needed – currently at $3.4M. Moving these funds still keeps reserves at 25%. Discussion re: possible expense savings, ROI on current expenditures, mid-summer reports. The goal is to have a draft budget at next VLMDAC meeting. Discussion re: August & September bookings are down. Can we reallocate funds? ● Approval of June 15, 2017 Minutes (5 minutes) Motion/Second/Pass (Scott Gubrud / Skip Thurnauer / Passed) ● Short Term Rental Update (15 minutes), Johannah Richards - TOV Requirements as of January 2016: STR owners must get business license and pay sales tax. Partnered with Destimetrics to determine STR inventory – total is about 2300 units, of which approximately 40% are licensed (~920 units). Review of Peer Resort Comparison - see slides for details. Vail has limited regulation, falls on “passive” end of the spectrum. Discussion re: Life Safety requirements and enforcement. Public Input Meetings & online survey – data from these sources will be presented in early August. That will result in plans moving forward – the overarching goal is compliance. License fees goes to the CSE, sales tax goes to VLMD. Discussion RE: Process for bringing someone into compliance. Currently, most people who aren’t compliant are told on by neighbors, HOAs or guests. Can we find a key player who is playing by the rules? Education is the key. Discussion Re: Personal Property Tax rate is different with Eagle County. ● PR Update (30 minutes), Kristin Yantis - MYPR Sylvia Rivera – the Vail PR Rep from Mexico is in town! Quarterly Review (Domestic – Summer Only): Review of Competitive Set - Aspen, Breck, Steamboat, Park City. Vail is leading the pack. Always first in the market with marketing & PR. Review of qualitative messaging changes for each resort - see slides for details. Review of media coverage highlights - see slides for details. Review of results from influencer program: Dynamic Family (Influencer: “Outside Suburbia”) - lots of engagement showing that people aren’t aware of all the summer activities available. Instagram Stories tend to have the most engagement “Kellesetgo” (soon to have a Travel Channel show) is looking at possible culinary tour in Vail. MYPR & VR are working together to find the best ways to pull engagement statistics – it’s a learning process. Review of stats - see slides for details. Additional funds are being put into “Adventurous Kate”, rather than “Rachel Roams” – decision is based on Cactus analysis of audience, reach, etc. Review of upcoming influencers - see slides for details. Discussion RE: where do we fall on the curve? We are behind the market compared to our comp set. Discussion RE: Future plans. Difficult to quantify the results - does it drive traffic? Discussion RE stats: MYPR will also provide anecdotal feedback that will speak to the quality of engagement, not just quantity. Influencers will become a pillar of the strategy, even though it doesn’t feel like marketing as we know it. Discussion Re: Funding for the influencer program will eventually come from marketing/advertising not PR budget. Discussion RE: Use of influencers in mainstream media. Example: Mexico - Press FAM & Influencer FAM at the same time. At first was standoffish, but they eventually blended and became complimentary, garnering coverage about influencers in mainstream media outlets. Mexico PR Update: Thank you Sylvia! Market update – these are challenging times, financial to political. Sylvia is working on a tool to help quantify how many Mexicans are visiting in the summer. The Dance Festival partnership remains important because it reaches the “unreachable” families - super high end. (i.e. – the President’s daughter). Interest in bringing a group from Mexico to Dance Festival for a Master Class? Sports are always great market for Mexicans - they are very passionate. Goal is to keep a year-round presence. Camps are also very important! Over the past 3 years, Vail has had presence in every major publication in Mexico. Discussion RE: possible expansion of EpicMix? Discussion Re: data points that can help estimate Mexican visitation (lodging, flights, pass tracking, etc.). ● Creative Executions (15 minutes), Diana Berry - Cactus Reviewed next series of event videos – running on digital, social and front-range television. Lodging can access the videos on You Tube & share on their channels. The VR video portal has been shared, but could be shared again. Cactus will continue to recommend spending on video distribution. ● Digital Report (15 minutes), Diana Berry - Cactus Review of digital delivery stats across audiences - YOY stats are very positive. See slides for details. Discussion RE: % of spend vs. % of impressions - Diana will follow up with comparison. Review of social delivery across audiences. See slides for details. Event posts performed strong. Discussion RE: merits of Instagram vs Facebook engagement and saturation of Facebook. Overview of Paid Search - terms that are working, future terms to keep an eye on (i.e. - golf) – see slides for details ● Content and Email Update (10 minutes), Yann Benjamin – Vail Resorts Review of most recent key posts – majority was content from Epic Discovery, but also Grand Traverse, 4th of July Parade & Craft Beer Festival. Touched on influencer program. Need to explore how to collect reach data. Review of upcoming content - video, event, POV Video- see slides for details. Review of YOY Facebook metrics - huge growth (over 50%)! See slides for details. This is a great example of measurable ROI on social/content creation spending increase. Review of email campaigns - family vs. non-family. Non-family saw better engagement, but actual spending came from family segment. Review of upcoming sends: July & August. Update on Responsive Website – lodging page release planned for 8/1. Discussion RE: how is VR using Destimetrics to plan upcoming need periods? Rates are responsive. Destimetrics is used heavily at beginning of the summer to plan spend, but not as responsive throughout summer because of lag time. Discussion Re: should funds be “unallocated” in order to be responsive to need periods? This applies to Front Range only, as the booking window has passed for destination. Event messaging also shifts to FR after kids go back to school. VR flights ads month-to-month. Currently scheduled through end of August, but thinking about shortening the timeline. Discussion RE: who to contact for email content? CSE determines what events to push, VR selects 3 features for emails. Often using an umbrella approach. - cultural/culinary/etc. ● VLMDAC August 21 Aspen Trip (15 minutes), Kelli McDonald - TOV Review of itinerary. VLMDAC Board and 2 TOV staff. See slides for details. Minutes will be taken and report will be sent afterwards. ● Other Business - August 17th meeting - 2018 Operating Plan/ Budget presented for approval. That will take up full meeting. - Governor’s Conference Award Nominations – Discussion RE: VLMDAC as an industry leader? (Outstanding Marketing Program). Is this more of an annual basis award? Volunteer award tends to be cumulative, the others are more special project/annual basis. Chris Romer to assist in deciding the best award to apply for. ● Adjournment Motion/Second/Pass (Skip Thurnauer / Phil Metz / Passed) ● Upcoming Meetings: - VLMDAC Meeting, August 17, 2017, 8:30AM, Antlers Lodge - VLMDAC Trip to Aspen, August 21 – 22, 2017 - VLMD 2018 Operating Plan, September 19, 2017, Time TBD, Council Chambers - VLMDAC Meeting, September 21, 2017, 8:30AM, Antlers Lodge - VLMD 2018 Budget Resolution, October 17, 2017 Time TBD, Council Chambers