HomeMy WebLinkAbout2017-12-05 Board Candidate Interviews & AppointmentsTOWN 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
..
N
cr)
E;-
2t
:
S
O
N N
N
N N
N N
N
CL
w
L
c
L
N
h
O
N_
cc
Y
N
r2
V 7
E
7
(n
2
m 0)
-
0
l -
CC'OL2v
NL
p
m
n
s,
-1-1Jd
N mlv
N (0
I� O
0)