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Home My WebLink AboutVLMDAugustFINALVail Local Marketing District Advisory Council The Antlers Lodge Thursday, August 16, 2012 8:30-10:45am VLMDAC Members Present: Laurie Mullen (West Vail Liquor Mart); Susie Tjossem (Vail Town Council); Mia Vlaar (East West Resorts); Jamie Gunion (Vail Recreation District); Skip Thurnauer Absent: Beth Slifer, Chair (Slifer Designs); Pete Hayda, Vice Chair (Rock Resorts); John Dawsey, Treasurer (CME) Also Present: Kelli McDonald (Town of Vail); Sybill Navas (CSE); Joyce Gedelman-Viers (CSE); Rayla Kundolf (CSE); Chris Jarnot (Vail Resorts); Michael Holton (VVMC); Jenn Bruno (CSE); Clare Hefferen (Town of Vail); Jill Lammers (Vail Valley Partnership); Chris Romer (Vail Valley Partnership); Jessica Stevens (Vail Valley Partnership); Meggen Kirkham (SITE Marketing); Kristin Yantis (MYPR); Wendy Martin (Vail Racquet Club); Amy Parliament (RTP); Kristen Kenny-Williams; Katie Johnson (Cascade); Amy Schwelling (SITE); On the Phone: Booyah: Mandi Brezonick; Brian Smith; Kellie Moen Meeting called to order at 8:37am. June Financials - Kelli McDonald We are tracking well with our revenue. Kathleen believes we are a little bit ahead of pace. On contingency line item, that has increased. We reallocated some line items over the last two months. Approval of Minutes from July 19 VLMDAC Motion to accept minutes/Skip Thurnauer. Seconded/Laurie Mullen. Vail Mountain Summer Activities - Chris Jarnot See Power Point. New legislation has been passed to allow us to have these activities. Summer has always been fairly limited for us and we are now able to re-imagine summer on the mountains. It is not just activities, it’s promoting environmental education. We think it is growth done the right way. It will set a really high threshold for those that come behind us. Mia- Will the Nature Conservancy get involved with any local organizations, like Walking Mountains? Chris- Yes, the Nature conservancy is very interested in this. Kelli- You gave some estimates in relation to the volume. Could you please share this? Chris- We would expect summer visitation on the gondola to grow to 350,000 visits. It would be much bigger than what we do now. CSE Update – Jenn Bruno Over the next couple of months the CSE is going to try to be more strategic in the way we go about funding. There are different ways we can reach our goals. We can adapt the strategies we use now to become more effective. Goals- See Power Point. Each year we see more international guests. We think we can do more to appeal to our international guests. Special Event Rating Criteria- See Power Point. Economic Vitality- We look at this when we fund events. Vail Brand Compatibility- We make sure the people who are putting on the events are qualified, especially if they are an out of town producer. Timing- We are going to do our best to find events for the right time. We need to be more strategic on how we fund events to make sure that what we fund has the greatest potential to be successful. Our first change will be how we do our recaps. We are going to take away the ten minutes of reading the recap and add more time to having a collaborative discourse. We want to really work with the event producer to make sure their success is the community’s success. Part of that strategy is adding an agenda item to focus on meeting with the event producers one to two times before or during an event to ensure they are on course for having a successful event. Skip- You seem to be asking for a lot more accountability as well. Jenn- We are trying to be a lot more proactive. We are hoping to stop the conflicts before they happen. Meggen- Would you like the feedback from us on our interactions with the event producers? We would love some direction on what we can do in the future. Skip- Can you provide them with some sort of checklist they need to have for a successful event? Jenn- If there is an event producer who needs a little more direction, please send them to us. We very much want to work with them. Kelli- In preparation of the funding allocations, Meggen, Kristin and I want to work together and provide you with our feedback. Jenn- We want to know the challenges the TOV saw with the event. Susie- In your mission, you use the word “grow” many times. I don’t really think “grow” is necessarily the right word. I think “adding value” would be more appropriate. Mia- Don’t forget to keep focusing on the ROI and the destination piece. Sybill- One piece pertaining to ‘growth,’ is that an event becomes more self sustaining and less reliant on our money. Susie- With the destination piece, there are two strategies. There is one that gets people into hotels and then there are events that get people into the commercial core. Asset Inventory Update- Chris Romer History- See Power Point. Goal- See Power Point. Potential Audience and Uses- See Power Point. There are any number of uses that could be linked to this website. The idea is to update all the information we have and make it much more robust and user friendly online. Scope of Work – See Power Point. It’s a fairly comprehensive and user-friendly approach. We would host this as a separate URL. Because of the database structure and content size, it needs to live on its own. It’s not meant to compete with Vail’s website, but to add to it. We wanted to run our recommended URL name by this board. We recommend Vailassets.com. This website would not be marketed as a stand-alone website. The idea is not to develop a new website. It’s meant to be a link from Vail Chamber, TOV, VVP, etc. Skip- Who will be in charge of updating these assets? Kelli- We have contracted Black Diamond Research to provide content and photography. We will recommend having a line item in our budget to update this yearly. Sybill- When do you expect this to be ready? Kelli- In the fourth quarter of this year it will be ready. There are some funds available from RTP this year. The TOV IT department needs to outsource some of the backend. For a $5,000 reallocation, we can pay for this outsource. Move to reallocate $5,000 from RTP to Asset Inventory/Skip Thurnauer. Seconded/Susie Tjossem. Passed unanimously. Only had 4 members present so need a formal vote at September 6 meeting. PR Update- Kristin Yantis Summer 2012 Media Visits. Mexican Press FAM- We had five media here from Mexico. Culture at Its Peak FAM- Our culinary cruiser tour went really well. We have been really trying to push the culinary message. CTO PR FAM trip- It was a great trip. We reached over 50,000 people on Twitter. It really was money well spent. Upcoming Placements- See Power Point. Upcoming Events- See Power Point. The lodges and restaurants have really pitched in. We are going to come up with how much we have saved because of community participation. Mia- We need to start thinking about the 2015 messaging and make sure there is synergy as we go forward. Digital Update Booyah- Overall Orders – See Power Point. We had a lot heavier traffic in June this year. 2012 Search Results- See Power Point. Search Highlights – See Power Point 2012 Display Results- See Power Point. Our order volume is down, but our AOV is up. Our media is becoming more efficient. We will be focusing on order volume to try and get that number up. Colorado vs. National Targeting- See Power Point. SEO- Keyword Rankings- See Power Point. SEP-Organic Traffic- See Power point. Web Site Update See Power Point- List of ranking 1 to 10. Mia- Is there an opportunity for us to purchase a camera and have that in the village? Kelli- We talked about an in town cam. Susie- Maybe just a beauty shot of the town, up near the clock tower? Geographic Breakdown- Why is Massachusetts so high? Chris- It’s got to be an ISP thing. Other Business Adjournment Motion to adjourn/Susie Tjossem. Seconded/Jamie Gunion. Meeting adjourned at 10:40am. Upcoming Meetings September 6, 8:30-11:00 AM, The Antlers Lodge, VLMDAC Special Meeting and Executive Session following 11:00 AM - Noon September 18, TBD, Council Chambers, VLMD 2013 Budget Presentation September 20, 8:30 – 11:00 AM, The Marriott*, VLMDAC