HomeMy WebLinkAbout02. VLMDAC September MinutesPublic Notice
Vail Local Marketing District Advisory Council
Thursday, September 20, 2018
8:30am – 10:30 am
Grand View Room
Packet Link: http://bit.ly/2QpFWXq
VLMDAC Members Present
Beth Slifer (Slifer Designs)
Laurie Mullen (West Vail Liquor Mart)
Skip Thurnauer (EVMC)
Jessie Klehfoth (VRD)
Esmarie Faessler (Sonnenalp)
Jenn Bruno (Town of Vail)
Also Present:
Mia Vlaar (Town of Vail)
Amanda McNally (MYPR)
Kristin Yantis (MYPR)
Chris Romer (VVP)
Marrit Zoll (VVP)
Ainslie Fortune (Cactus)
Chris Cremer (Bridge Street Ski Haus)
Meggen Kirkham (SITE)
Sidney Bonser
Ernest Saeger (Town of Vail)
Yann Benjamin (Vail Mountain)
Bravo! Representatives:
Carly West
Ronda Helton
Jason Denhart
Caitlyn Murray
Approval of August 23, 2018 Minutes (5 minutes), Board
Motion/Second/Pass - (Beth/Skip, Laurie/Unanimous)
Appointment & Vote of VLMDAC Treasurer, Board
Former VLMDAC treasurer John Dawsey accepted promotion and now working in Breckenridge. Board will ask the Council to fill this vacancy in December when they review upcoming vacancies.
In the meantime, Skip Thurnauer has volunteered to act as Treasurer.
Motion to elect/Nomination/Second/Pass - (Beth Slifer/Jenn Bruno/Unanimous)
August 2018 Monthly Financial Report (5 minutes), Carlie Smith –
Please SEE SLIDES for detail.
Recap of July Lodging Tax Revenues, Fund Balance Report, Reserves, and EOY projections
Bravo! Vail Presentation (10 minutes), Ronda Helton and Carly West
Bravo representatives introduced Carly West, Ronda Helton, Jason Denhart and Kaitlyn Murray, new Executive Director)
Presentation of new projects for next summer: Bravo is bringing “Tosca” and Chamber Orchestra Vienna/Berlin for summer 2019. Please SEE SLIDES.
1) Opera “Tosca:” Bravo is bringing the debut opera performance of Giacomo Puccini’s “Tosca” with the Philadelphia Orchestra residency. Huge for Bravo! Two performances, July 11 and
July 13, 2019. Project inspired by Yannick Nezet-Seguin, Philadelphia Orchestra Conductor. Featuring all star line-up of opera singers, this is an historical moment for Bravo to present
opera in Vail. The Amphitheater will be transformed into 19th century Rome; world-class production company is being hired to produce the full set; with full orchestra on stage, principal
opera soloists, full costume, podium set among audience, dramatic set pieces and two LED screens. Fresh take on opera by bringing it into our outdoor setting.
Artistic direction by Nezet-Seguin: Conductor of the Philadelphia Orchestra – recently named Conductor of the Metropolitan Opera. His reputation will attract top notch soloists. Very
significant for Vail. Bravo will be allocating extra marketing dollars toward a “Tosca” campaign and they also wish to align their marketing efforts with VLMD. Looking into PR opportunities,
very excited for potential collaboration, and any overlapping marketing campaign possibilities.
2) Chamber Orchestra Vienna/Belin: Bravo will be hosting their North American debut. In 2016, a 4th orchestra spot was added to the season with the intention of bringing in international
ensembles in the form of Chamber Orchestras. This 4th spot at the beginning of the Bravo season in late June has been very successful thus far – sold out concerts and over 90% capacity
with Joshua Bell in residency the last three years. This new ensemble for 2019 is comprised of players from both the Vienna and Berlin Philharmonics, arguably top in the world. Violinist
Ann-Sophie Mutter will join on two of the performances, 4-time Grammy Award winner. Looking for PR opportunities to promote this as well.
Question about length of residency for the Chamber: this will be one season; 4th spot is intended to have continually rotating international performers/ensembles. Hope to bring in another
European chamber ensemble for 2020. Already meeting with MYPR to work on promoting these upcoming events and messaging.
Question was posed about Bravo database: about 10,000 people on their email list.
Vail Brand Alignment Discussion (15 minutes), Ainslie Fortune
Direction of brand recap and discussion.” Please SEE SLIDES.
Changes developed based on expansion of Vail Resorts portfolio, as well as new competition, (i.e. Icon Pass). Re-focusing winter efforts on “brand pillars.” Keeping intact “Like Nothing
on Earth” and position as World’s Premier Mountain Resort, while refining components.
Question raised about Council’s recent discussion regarding calling ourselves “World’s Premier Mountain Resort” vs. “World’s Premier Mountain Resort Community.” Quick discussion on this
topic, points raised re: Is intention to market our Resort or Community? Most efforts are focused on marketing the Resort. Discussion about how to align these ideas.
Statement read re: “how mountain resort is defined.”
Discussion, description, and explanation of “TrailBlazer” guest/target audience. Current messaging is designed to specifically address this audience. Further discussion of this description
and clarifying current messaging including “Legacy, Leader, and Limitless.” Please SEE SLIDES for pillars and detail. Ongoing discussion will continue to further define these, and how
to incorporate/adopt, including
strategies and approach for winter and summer, and what works best for each. Maintaining excellence for its own sake, not just profit.
Review 2019 Proposed Plan and Budget (60 minutes), Cactus, SITE
Recap of Town Council presentation from Tuesday, September 18, 2018, and feedback. Please SEE SLIDES.
Council appreciated that everyone cut budgets and the clear, efficient presentation. Vendors and partners worked hard to make appropriate cuts. Thanks to Ainslie, Megan, CACTUS for quick
and effective presentation.
Regarding current goals: Andy Daly had previously required specific goals with quantitative measures, and in the past the goals list was longer. The executive committee and leadership
have elected to reduce the list to the four clear goals that are directly impacted by the Board’s work, and eliminate those they feel they have less control over. As a result, they
have seen more success in the Sales Tax and Lodging Tax areas that are the most important, and have exceeded their goals. (Achieved 2014 through 2018).
Group occupancy is not as high as five year goal. Clarification from Chris Romer regarding group occupancy rates: YOY from baseline 2014 to 2017 was down 7%, largely due to loss of Cascade
and DoubleTree from inventory. With these back in inventory in 2018 (5th year of 5 year goals), as well as new tactics in place, 2018 is tracking at over 100% of goal.
Discussion re: financial goal setting for 5 years vs. 2 or 3 year time frames. Five years seen as too long, too far out for unknowns and variables. Discussion of economic predictions
for upcoming years. Revisit this topic in November. Finalize plans and strategies in next couple months.
Discussion of MTS RFP (15 minutes), Mia Vlaar, Chris Romer
Presentation of opportunity to host the Mountain Travel Symposium in 2021. Mia and Chris are looking for the level of interest from the Board in proceeding with this opportunity. MTS
brings in international resort operators, tour operators, group planners (not corporate planners). Brings in 600 – 1000+ people. Primarily for international tour operators and for promoting
winter tourism.
Multiple conversations and calls have taken place with Vail Resorts, Town of Vail, group marketing, lodging partners, and other partners to plan for host locations and events. RFP process
due November 1st. Last hosted in 2008, and VLMD previously hosted/funded the opening party at Arrabelle ($125,000 contribution). Vail Resorts is on board to host lift tickets and group
and on mountain components.
Looking for “temperature gauge” from Board as to whether there is interest in proceeding, and if the Board would like to contribute similarly for the opening party. Working on exact
bids for cost, but similar to previous contribution.
Questions and discussion about benefits and opportunity. Winter focus, but great opportunity overall for exposure and to showcase our destination as year round resort. Event is aligned
with town and community goals, with tremendous benefit to community, sales tax revenues, overall brand.
Event begins approximately April 11, 2021 for a week.
Re: budget planning for MTS in 2021: can earmark the funds (such as is done for other important upcoming events, is Colorado Classic, etc) and plan specifics in that budgeting cycle;
need to make participation decision now (by October) given programs deadlines, in order to proceed. More details and costs forthcoming.
Discussion re: use of summer marketing budget toward this event, and possibly partnering to fund this. Control of the messaging and execution of the event important to Board, including
production of materials, videos, etc., and maintaining quality.
Program Components include Trade Exchange (tour operators meeting with vendors, lodges,) Forum (educational session, keynote speakers) Group Exchange (ski club group planners who work
with tour operators)
In other host locations, this is typically brought to the taxing entity to contract for this event, and they host the welcome party. Although this is not specifically a summer event,
it is an overall community and branding opportunity. Additional discussion of partnering for funding event, hosting, and oversight.
Interest is in continuing to move forward on RFP. Bruno suggested the idea of funding the welcome party be brought before Town Council.
Other Business, All
Questions about strategizing collaborations with CSE and Marketing Board.
Discussion about best timing and schedules for events, how to maximize, add lodging nights, etc.
CSE meeting upcoming October 3rd, 8:30am when prior information and research can be presented on this topic for further discussion – (add this to agenda.)
Request for VLMD members to attend and provide input at this meeting at 9:30am. VVP/Chris will provide background data and past information.
Discussion re: customer service and “mystery shop” opportunities with minimal expenditure. (Platinum Service Awards).
Discussion re: Aspen’s marketing campaign focus on climate change, “Give a flake.” Questions about Vail’s sustainable community messaging.
Follow up questions re: Colorado Classic. VVF is scheduled to present at October 16 upcoming meeting; request to add these questions.
Introduction of new addition to marketing team, Amanda McNally.
Questions re: moving some issues to the November meeting when more members will be present. (Several gone in October.)
Adjournment - Motion/Second/Pass (Jenn/Laurie/Unanimous)
Upcoming Meetings:
VLMDAC Monthly Meeting,
October 18, 2018,
8:30 – 10:00AM,
Grand View Room
2019 Budget Resolution,
Town Council Meeting,
November 20, 2018
Council Chambers