The URL can be used to link to this page

Home My WebLink AboutVLMDAC October 2013 DRAFT 4DRAFT Minutes Vail Local Marketing District Advisory Council Thursday, October 17, 2013 8:30 AM – 11:30 PM Vail Antlers Lodge - Caribou/Pronghorn Room VLMDAC Members Present: Laurie Mullen (West Vail Liquor Mart) Mia Vlaar, Vice Chair (East West Resorts) Skip Thurnauer Davy Ratchford (Vail Resorts) Michael Holton (VVMC), Susie Tjossem (Vail Town Council), Jamie Gunion (Vail Recreation District) Via Phone: John Dawsey, Treasurer (CME) Absent: Beth Slifer, Chair (Slifer Designs) Also Present: Kelli McDonald (Town of Vail) Sybill Navas (CSE) Clare Hefferen (Town of Vail) Chris Romer (Vail Valley Partnership) Meggen Kirkham (SITE Marketing) Kristin Yantis (MYPR) Taylor Cook (MYPR) Jeff Andrews (East West Resorts) Alex Rawall (Booyah!) Margaret Rogers (Vail Town Council) Kathleen Halloran (Town of Vail) Haley McNeill (Vail Valley Partnership) Katie Johnson (Vail Cascade) Doug Westenkow (Vail Resorts) Ryan Clark (Vail Resorts) Amy Schwelling (SITE Marketing) Duncan Horner (Vail Valley Foundation) Melanie Wong (Vail Daily) Carly Winn (Bravo!) Rayla Kundolf (Masters Gallery) Dave Chapin (Vendetta’s) Bobby Bank (Vail Welcome Center) Barry Davis (Yellow Belly) Jenn Bruno (Luca Bruno & Due) I. September 2013 Monthly Financial Report – Kelli McDonald & Kathleen Halloran Financial report should look similar. Four VLMDAC and CSE members up for re- election, November 26, 2013 is date to re- apply. Interviews will be December 3, 2013 at the Council work session. II. Approval of August 27, 2013 Meeting Minutes  Motion to accept minutes as presented/Skip Thurnauer. Seconded/Davy Ratchford. Passed unanimously. III. Presentation of Draft CSE Strategic Plan – Jenn Bruno. See slides for details. This strategic plan provides alignment between VLMDAC and the Vail Town Council and it creates economic activity. Events are broken up into categories: iconic, participatory, community and ambient. CSE looking to establish consistent funding for events. An event scorecard has been created to maximize event attendance, economic drivers, potential event growth and marketing strength. Post-event reviews from event producers now required to evaluate event success and brand alignment. All major events funded by Council reviewed by Council post-event. This plan will establish a more balanced event schedule. It focuses on attracting more participatory events and developing community events to enhance the guest experience in Vail. The CSE plans to maintain a continued cooperation with all local entities and communities. Four new economic studies are implemented in 2013. We will revisit results February 2014.  CSE & Town Council created tiers for all funded events: Tier 1 – Vail Brand (Signature) Events Tier 2 – Extraordinary Events Tier 3- Services and Facilities Tier 4 – Lifelong Learning. VLMDAC and Town Council will create a process to best define funding criteria. Funding available on January 31, 2014. At the December 3, 2013 Town Council meeting all events will be evaluated. Event producers will be held to higher criteria to provide post-event impact data. Discussion ensued. IV. Intercept Study Results – Doug Westenkow and Ryan Clark (VR). See slides for details. This summer the study was conducted in Vail Village and Lionshead every week from Monday through Sunday, alternating days from 10 a.m. – 4 p.m. The study showed an increase in local response. We aligned the results with 2010 data. The net promoter score is 80. Davy re-enforced this is very high score. The overall satisfaction of experience has a 4.8 mean (scale 1-5). When surveyed about Value per price paid visitors had a varied response for “overall trip” category in the survey. Summer ADR was up 3%. The survey was different than in 2010. In 2012 survey, event attendance was included in the poll. Data shows out-of-state visitors are not coming to Vail specifically for events. 15% of visitors surveyed were in Vail for a special event. The top 2 events were GoPro and USPCC. The survey reported sporting events would encourage repeat visitation. For 2014, a study in Vail will be implemented to find out how many event participants go to Vail Village after an event. The study will be extended through September for the summer of 2014. We are fortunate lodging was flat. Front Range flooding and school schedules impacted weekend visitors. Hiking remains the number one activity. Shopping has dropped. Local business owners also saw shopping decrease. Music events were highest requested events. The genre of music is to be included in next survey. Texas, specifically Dallas and Houston, is the top location origin from the study. Discussion about in-state vs. out-of-state guest preference. Details of research included in meeting packet. V. Burke Research Results –Davy Ratchford. See slides for details. Study completed every two years in the summer and every winter. The key findings are based on CO drive market and destination travelers. The research studied Vail, Aspen and Breckenridge. The sample size remains consistent with other years studied. Hiking remains the favorite activity. In the CO drive market, Vail has 100% brand awareness. Vail grew 6% in unaided brand awareness. For destination travelers, the total brand awareness is 98%. The study does not ask, “Are events your reason to visit Vail?” Overall, accommodations are not perceived as world class. VI. Health & Wellbeing Initiative Concept –Davy Ratchford & Kristin Yantis. See slides for details. For 2014, there is a plan to bring a health and wellness program to Vail. This plan will include a digital and social media emphasis. “Big ideas” will be presented next meeting. “Big ideas” to be carried out in 2014 – no exact time yet – January ideal. Kristin has a call with network to further determine opportunity. VII. Partner Updates – MYPR. The second year of the Harvest dinner was a success. This dinner garnered immediate media placements from three Colorado publications. There were 70 domestic and international media visits this summer. This is consistent with other summers, excluding the large numbers from summer 2012 of the real estate and mommy bloggers conferences. Visiting media was surveyed via Survey Monkey. Feedback included: • Betty Ford Alpine Gardens was a highlight. • Restaurants results varied on cost, quality and variety. • Health and wellness in Vail needs more attention. • The lunch offerings were lacking in healthy items. • Vail offers a diverse selection for writing material. • Vail is a surprisingly family friendly location. MYPR hosted international groups from France, Japan and Mexico. Further discussion. VIII. 2014 Tactical Approach & Timeline –Meggen Kirkham. See slides for details. Tactical plan for marketing created for next eight months. Plan launches marketing efforts beginning in May. DestiMetrics data collected to better plan the spring and summer marketing plan. This data is really important. The goal is to get more conversions. The summer effort focuses on the need to be more strategic when booking takes place. The upgrades for an online focus should be website specific. Online advertising was segmented based on market. Personalized ads were more successful. Burke research should be utilized to help with copy. Establishing a hierarchy of messages should help with planning. Other Business IX. Adjournment  Motion to adjourn/Laurie Mullen. Seconded/Jamie Gunion. Passed unanimously. X. Upcoming Meetings:  VLMD Meeting, November 21, 8:30 – 11:30, Antlers