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Home My WebLink AboutVLMDAC Jan2014 FINALVail Local Marketing District Advisory Council Thursday, January 16, 2014 8:30 AM – 11:30 AM 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), Jamie Gunion (Vail Recreation District) John Dawsey, Treasurer (CME) Beth Slifer, Chair (Slifer Designs) Jenn Bruno (Vail Town Council) Dale Bugby (Vail Town Council Alternate) Also Present: Kelli McDonald (Town of Vail) Sybill Navas (Town of Vail) Chris Romer (Vail Valley Partnership) Meggen Kirkham (SITE Marketing) Kristin Yantis (MYPR) Taylor Cook (MYPR) Jill Lammers (Vail Valley Partnership) Haley McNeill (Vail Valley Partnership) Bobby Bank (CSE) Barry Davis (CSE) Laura Waniuk (Event Marketing Liaison) Liz Campbell (Bravo!) Ellie Chadwick (goodness mfg) Kristyn Dunlap (goodness mfg) Tom Adams (goodness mfg) Devay Kingsley (goodness mfg) Jeff Andrews (CSE) Jeff Morgan (Vail Vitality Center) Melanie Wong (Vail Daily) Ellen Miller (Vail Vitality Center) Jonathan Smith (Vail Resorts) Diana Moore Rob LeVine (Antlers) Crystal Stewart (Booyah) Sarah Lockwood (Booyah) I. December 2013 Monthly Financial Report – Kathleen Halloran Halloran presented the end of year financial report. Projected year-end tax collections are $2.4 million. Thanks to all the vendors for submitting invoices by the deadline. It appears there will be some savings for 2013 that will be allocated to the fund balance. II. Approval of December 19, 2013 Meeting Minutes  Motion to accept minutes as presented/Skip Thurnauer; Seconded/Laurie Mullen. Passed unanimous III. Update on Strategic brand planning- Ellie Chadwick - goodness Mfg - See slides for details Research avenues and results were presented. Brand reputation and conversion rate was evaluated and results were presented. Current print images do not make Vail stand out from competitors. Vail can’t be all things to all people, Ratchford reiterated the importance of how that relates to the brand. Competitors’ brands in relation to the Vail brand, conversion rate and price point were presented. It was noted that Aspen has a perception that it can be done cheap in summer. “Like nothing on Earth” to be a behavior filter and should come through in everything in all branding efforts. Looked at what people were saying about Vail outside of focus groups e.g. social media forums. Events have not been deeply evaluated, but they will be and in relation to how it compares to Aspen summer event schedule. It was noted that all events should reflect brand. Ratchford noted that the goal is to attract destination guests. Kirkham reiterated that a large portion of marketing dollars are spent on marketing events. Research efforts will be beefed up to look deeper at brand awareness. Looking for better understanding about what motivates people. Ratchford pointed out that it might be a good exercise to look at VR central reservation system to get to a deeper level of understanding from consumer point of view. Timeline was presented and Ratchford indicated that “behind the scenes” SITE, VR, TOV and goodness mfg have already begun to work together to learn what the most immediate needs are to create this strategic timeline. Milestone calendar was also presented. First deliverable will be digital direction for Booyah. Preliminary preview for Slifer and Vlaar will take place on Feb. 14 since they will not attend Feb. 20 meeting. Funds are currently available for Intercept study. Ratchford pointed out that the current brand data is quantitative and is lacking qualitative data, goodness mfg can provide opportunity for more data. Slifer pointed out that economy shifted in 2009 and now is shifting back to people who admit to desiring luxury vacations. Discussion ensued about the Vail brand and how it promotes luxury. DestiMetrics data will help fill in the gaps and strengthen current data. Slifer pointed out that second homeowner community in Vail consists of Fortune 500 business leaders and we have not exploited that aspect of Vail. Aspen has the LA “the who,” Nantucket has Wall Street. Jeff Morgan from the Vail Vitality center asked what kind of vacations are we offering in the summer. Current research has shown him that mindfulness is huge on consumer mind. Bruno pointed out that her summer clients are here for escape and to achieve sanity while still having luxury as an option. Customer service is always top of mind for the consumer and overwhelmingly pointed out by guests. Ratchford pointed out that CSE and VLMDAC should work together on brand guidelines to tighten messaging and events. McDonald suggested a joint meeting for presentation of guidelines on April 17 and event producers attendance would be highly encouraged in order to receive funding. goodness would like to hear any concerns “what’s keeping you at night” and opportunities for goodness to explore stakeholder brand concerns. IV. Public Relations Update - Kristin Yantis (MYPR) - See slides for details Liz Biebl (VR), McDonald and Yantis just got back from NYC media mission. Met with a lot of new writers. Encountered media that still don’t think of Vail as a summer destination. East coast trend is ski resorts close in summer. Media meetings included a mix of freelance and the staff writers. Messages that resonate with media revolved around experiences. Immediate destination visitor opportunities resulted with a trip giveaway, deliverables are still TBD and presented to partners, participation is first-come, first-served. Media kit/ gift presented. NY Times writer covers health and wellness and not arts writer (that has covered Vail culture extensively in the last year). “America’s best summer job” – Kristin and Davy – see slides for details Mock up digital properties were presented. More recommendations for timeline, metrics and benchmarks to come. Bruno suggested continuing digital buzz to do an “influence the judges” past the 31st, for the voting process. Expectations will be spelled out in a contract. Lawyers will be consulted for web information and contract. V. Other Business Holton discussed James Chung research. The hospital will not move forward as the lead for health and wellness but will rather be a partner. Master facility plan in progress , more announcements to come for the plan. Community forums are currently underway. Chung research will not be released. Some information was shared privately. Specific data will not be made available publicly. Vail Vitality Center will present at February VLMDAC meeting about current health and wellness plan and progress. VI. New Business Jonathan Smith will be attending as an extension of VR – Ratchford. He should be added to the March agenda to present in an effort to be transparent. DestriMetrics historical information to be presented from 10 lodging properties participating. Vlaar expressed concern about what is currently posted on Vail.com and wanted to make sure that there is a summer presence on vail.com. She is seeing some summer momentum and would like to make sure web reflects that. Ratchford indicated that an audit will take place and said lets give something for them to buy if the interest is there. Yantis asked for packages to be included. Romer will present Eagle County economic development plan at TOV council on Jan. 21 during a work session. Ratchford will be part of conversation at the meeting in the event that health and wellness tactics are reviewed and questioned. Air Alliance update from Mike Brown is requested for March agenda. VII. Adjournment  Motion to adjourn/Laurie Mullen. Seconded/John Dawsey. Passed unanimously. Upcoming Meetings: VLMDAC Meeting, February 20, 8:30 – 11:30, Antlers