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Home My WebLink AboutVLMDAC April Minutes DRAFTMinutes Vail Local Marketing District Advisory Council w/ CSE & Event Producers Thursday, April 17, 2014 8:30 AM – 11:30 AM Grand View Room – Lionshead Welcome Center VLMDAC Members Present: 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) Dale Bugby (Vail Town Council Alternate) VLMDAC Members Absent Jenn Bruno (Vail Town Council) Also Present: Kelli McDonald (Town of Vail) Sybill Navas (Town of Vail) Meggen Kirkham (SITE Marketing) Taylor Cook (MYPR) Crystal Stewart (Booyah!) Jenn Hartwick (Booyah!) Chris Romer (Vail Valley Partnership) Jill Lammers (Vail Valley Partnership) Haley McNeill (Vail Valley Partnership) Laura Waniuk (Event Marketing Liaison) Ellie Chadwick (goodness Mfg) Kristyn Dunlap (goodness Mfg) Bobby Bank (CSE) Nicole Whitaker (CSE) Barry Davis (CSE) Jonathan Smith (Vail Resorts) Jeff Morgan (Vail Vitality Center) Duncan Horner (Vail Valley Foundation) Robin Litt (Vail Jazz Foundation) Laurie Asmussen (Eagle Valley Events) Leon Fell (King of the Mountain Volleyball) Michelle Maloney Missy Johnson (Highline Sports & Entertainment) Lisa Mallory Michelle Kobelon Travis Karl Owen Hutchenson Caitlin Murray Jeanne Reid-White (Bravo!) Senta Schlede Ariel Rosemberg (Bluegrass Festival) Beth Pappas (Vail Recreation District) Brian Hall Clare Hefferren Connie Streich I. March 2014 Monthly Financial Report – Kathleen Halloran Report includes supplemental fund request to be made at the May 20 VLMD meeting. Will pay for a partnership with Mikaela Shiffrin. McDonald pointed out that there was a Vail Daily article about the one year sponsorship. Shiffrin was asked to be the Grand Marshall at the Fourth of July parade. More talk to come about how to use her sponsorship. II. Approval of March 19, 2014 Meeting Minutes  Motion to accept minutes as presented/Ratchford. Seconded/Dawsey. Passed unanimously III. Brand Guidelines & Creative Presentation – Ellie Chadwick goodness Mfg - see slides for details Brand research results and consumer trends were presented. Competitor patterns used for marketing were evaluated and data and trends were presented. Ratchford noted that it’s important to understand that Vail wants to separate itself form the “sea of sameness” and to pop. Looking differently (as an icon) requires presenting itself as more than a blue sky. “Enchanted Vail” branding direction, sample advertising inspiration and background information was presented. Waniuk asked how an event producer would fit the branding into their event branding. Chadwick suggested borrowing assets like images and creative inspiration. Thurnauer suggested using tone and language that has already been established. Ratchford asked how VLMDAC can help the event producers to make sure the creative output is as high level and consistently aligned with the Vail brand as a whole. It was asked how this branding would continue into the winter and Ratchford answered there are subtle things already incorporated into the Vail winter brand, like the logo ghosting and images. The style guide was presented in detail. It was explained that calling out the “Like Nothing on Earth” tagline is an important theme in all creative. Ratchford explained that there has been some specific photography used and will be built on for future creative. Slifer pointed out that for the first time in years both summer and winter creative are aligned. She pointed out that working so closely with VR has been a big boost to elevate summer efforts to separate Vail from the sea of sameness. And said there is still work to be done on capturing more desired photography in future creative. She noted we are on the right track for executing and implementing this creative. Laura Lodge asked how to execute some of the logo and tag line use without stepping on any toes. Ratchford answered that the Vail logo is a VR asset and VLMD is allowed to use it with the Vail summer partnership. McDonald added that Laura Waniuk is the go-to person for any questions regarding branding in creative, she is the filter. She also pointed out that the Pink Vail creative was totally aligned with the Vail brand while keeping its own event brand. Holton commented that the brand promise should motivate the event to deliver something, “like nothing on earth.” Ratchford pointed out that sponsors pay to use Vail logo and CSE event producers are given that opportunity for free and it should be taken seriously that events must produce on that brand promise. V. Partner Updates – See slides for details o Booyah – Krystal Stewart & Jenn Hartwick - see slides for details Spend allocation by month was evaluated to get into the booking season earlier. Thanked the Vail Valley Partnership for guest profiler information about when people were booking, the campaign was optimized based on that data. Shorter booking window trends are something they are seeing. It was noted that they use their own email database along with the Summer Vail resorts email list. Email blast dates were presented and determined to better promote events strategically. Ratchford suggested looking into rules and regulations about including ema il opt in link on all websites but it is ideal to include that opt in to better market to guests who want to visit. This year’s launch is ahead of last year’s campaign launch. Banner ads are located on sites with top 10 destinations, event banners aimed at Front Range. o SITE – Meggen Kirkham – see slides for details Handed out packets with summer print ads schedule. Advertising plan for print and outdoor ads are based on events that are brand aligned and fill a capacity need. Ratchford made note that the year-round Mexico efforts all include summer and so much of the market is based on personal relationships and influences and “all the right people” are part of the team that participates in Mexico efforts. Slifer pointed out that there have been direct results in a short time. Chocolate bars that were produced for Mexican efforts were handed out. Nicole Whitaker asked to have the candy bars earlier because they are seeing earlier bookings for next year. Summer calendars were handed out. o MYPR – Kristin Yantis via phone – see slides for details Best summer job data and top 10, judges were presented . Vlaar pointed out that the strength of the winter brand is what drew so many people to this contest and that the branding is working. Lodging schedule was presented. Summer FAM schedule and messaging was presented. o Vail Valley Partnership – Chris Romer – see slides for details Sales report in packet. The pipeline is full of group sales right now. DestiMetrics efforts overall are pacing ahead, details in packet. Guest profiler data consists of high level booking information and is being monitored closely. Condo properties run 20% less occupancy than hotels and there is an opportunity to fill that gap. Thousands more guests could occupy lodging in the summer. Research via Intercept Study will take place over the summer during events, weekends and connecting with guests. Romer pointed out that if event producers are also using a survey system that it should be communicated as to avoid duplicating efforts and to not annoy guests. Study will run Memorial Day through Labor Day. McDonald pointed out that the Town Council voted to fund competitive research to keep Vail in a leadership position. Contracted with RRC to pull together existing data. Looking at a wide range of topics. The idea is to gather and make data available for Town Council retreat in July to discuss future direction. VIII. Other Business Gabe Shalley presented information on EGE flight status. Bookings and efforts started earlier than last year. Reviewed new flights for the summer. Hoping for be tter revenue this summer. Additional Dallas and Houston flights have been added. Dallas flight numbers are up, Houston is flat and is expected to grow as the temperature rise in Texas. Support for the Air Alliance will continue to grow the efforts and any contributions are helping to grow air service. Ratchford reiterated that the growth of air support is losing ground and it needs to be understood and fixed. IX. Adjournment  Motion to adjourn/ Vlaar. Seconded/Ratchford. Passed unanimously. Upcoming Meeting: VEAC Joint Meeting May 13, 8-10 a.m. – Antlers VLMDAC Meeting, May 15, 8:30 – 11:30 – Antlers VLMD Meeting, May 20, Time TBD, Vail Town Council Chambers