HomeMy WebLinkAboutDRAFT VLMDAC OCT Minutes FINAL
Minutes
Vail Local Marketing District Advisory Council
Thursday, October 16, 2014
8:30 AM – 11:30 AM
The Antlers – Caribou/Pronghorn Room
VLMDAC Members Present:
Jenn Bruno (Vail Town Council)
Jamie Gunion (Vail Recreation District)
Davy Ratchford (Vail Resorts)
Laurie Mullen, Chair (West Vail Liquor Mart)
Skip Thurnauer
Absent:
Beth Slifer, Chair (Slifer Designs)
Michael Holton (VVMC)
John Dawsey, Treasurer (CME)
Also Present:
Kelli McDonald (Town of Vail)
Sybill Navas (Town of Vail)
Chris Romer (Vail Valley Partnership)
Jill Lammers (Vail Valley Partnership)
Haley McNeill (Vail Valley Partnership)
Laura Waniuk (Event Marketing Liaison)
Satchele Burns
Kristin Yantis (MYPR)
Kendyl Serevino (Vail Resorts)
Ben Waymire (Booyah) (on the phone)
Taylor Prather (MYPR)
Amy Schwelling (Site Marketing)
Clare Hefferren (Callosum)
Jonathan Smith (Vail Resorts)
Ryan Clark (Vail Resorts)
Brain Checksfield (Vail Resorts)
Jeff Morgan (Vail Vitality Center)
I. September 2014 Monthly Financial Report – Kelli McDonald – See slides for details
August was another record month and on track to exceed revenue projections for lodging for
2014. Currently there is a 54% fund balance. March is when the official numbers will be ready.
Partner tactics will be presented in December and requests/proposals for potential use of a
portion of the fund balance need to be ready by January.
Approval of August 21, 2014 meeting minutes
Motion to accept minutes as presented/ Thurnauer. Seconded/ Ratchford. Passed
unanimously
II. 2014 Summer Intercept Research Results – Ryan Clark & Brain Checksfield- see slides for
details
Objectives, methodology and analytics were presented. Key take a ways include increases in of
out-of-state and international markets, recommendation levels and intentions to return in the
future. Market segment was presented. Three separate intercept studies were taken in Vail.
Research tracks with other results taken from area destinations. Sales tax and lodging occupancy
this summer were at record highs indicating that more people are coming to Vail.. Discussion
ensued about use of hard numbers versus percentages. Hard numbers are used in winter
research. Various ways have been used to gather data about who is visiting, about 1.1 million
have been reported for summer visitation. Conversation needs to continue to fine tune
objectives for next summer. A recommendation from research group. Locals were not used in
data collection numbers. More groups with two or more kids came to Vail this summer. Large
numbers of people coming for the first time, 50% are new visitors. Discussion ensued about
repeat visitors that don’t come in the winter and how to keep growing that data base for
summer. VR noted that they should look at the list to see how their data broke down for winter
versus summer visitors. Net Promoter Score (NPS) has been decreased in “passives.”. Responses
about NPS were collected and included in report and categorized by format. Passives were
profiled and comments were still positive. NPS is still extremely high and discussion ensued
about how high the NPS is. Overall satisfaction was very high, in both in and out-of-state visitors.
In-state guests were more likely to return later in the summer and out-of-state were unsure of
next return. It was noted that in the moment of the survey, the guest may not be done with
their trip or allowed the experience to soak in. Out-of-state guests more likely to visit another
town during their trip. Growth possible in the area of the spontaneous traveler. Summer trips
are primarily for family travel, down for friends travel. Last year’s “purpose of coming” question
in survey used a list for respondents to choose from and this years was unaided. Survey was not
taken at Ford Amphitheater during Bravo but in Vail Village and Lionshead. Discussion ensued
about what kind of advertising people are identifying with and a question can be added to get
more specific response. Embedded tables are included in packet information. Open ended
questions can be retooled to gain a more specific answer format. Targeted questions will create
targeted answers.
III. Guest Profiler Update – Chris Romer VVP - see slides for details
Study started last year. Data helps to understand booking behaviors from a digital standpoint.
Ten lodging properties are involved in profiler. Over 32,000 reservations in database that can be
evaluated and can be used in various efforts, and is a comprehensive data collection. Some
properties have said they don’t want to share all that information. Screen shots were presented
to showcase origin of guest. Guests staying over 3 nights were targeted this year in gathering
data and understanding booking behavior. Top market from study is Front Range. Top markets
by booking dates were presented. Excel sheet showing zip codes included in packet material. It
was asked if international data is included and the answer is yes, international visitor info can be
found in the top 50 and can be found by sorting. Some international zip codes aren’t collected if
lodging property is using some Point Of Sales systems that aren’t properly equipped to do so.
Local zip codes collected are probably due to online booking engines collecting data. Many
properties used “foreign” to describe international guest. Data can be collected from report in
various ways, Romer noted that various perspectives can be looked at from data. Top summer
markets vary depending on time period. Data exists from 2012-2014. Partner planning for data
use discussion ensued. More data will be presented at Dec. 4 meeting.
IV. 2015 Official State Vacation Guide Creative – Amy Schwelling – SITE Marketing
Goodness creative was presented. Upcoming deadline of Nov. 3. Ratchford pointed out that that
a different type face needs to be used consistently and the presented ad needed to have type
face updated. The font type needs to follow the Vail brand guidelines.
Motion to approve ad as presented with typeface font change, / Thurnauer.
Seconded/ Ratchford. Passed unanimously
V. PR Update – MYPR Kristin Yantis & Taylor Prather – See slides for details
It was suggested that the Harvest Dinner take a year off as it might have run its course as a
yearly event. It was noted that Vail/BC Restaurant week was well attended. In years past, the
event had more coverage. Efforts behind FAM trips was explained. Dynamics of press were
presented. Highlights and partners were presented. Feedback from media was presented.
Individual press trip overviews were presented. Based on feedback from culinary FAM, chefs
who interacted with group ranked higher, feedback was only collected from 2 of the 6
attendees. Discussion ensued about use of feedback in future FAM trips and opportunity to
improve. Media clip results were presented.
VI. Other Business
In packet, Mountain Travel Symposium bid information is included for 2018. Last time Vail
participated was 2008 and the dollar amount commitment was $100,000 for RFP. The RFP is due
in November. VR is supportive of event. Discussion ensued about event and budget use.
Motion to recommend to submit RFP for 2018 Mountain Symposium and plan to support
group sales for 2017/Ratchford Seconded/Bruno. Passed 5-0
Amy Schwilling is leaving the country and offered to be a consultant for VLMDAC while in
Europe.
Discussion ensued about date for GM Luncheon. November 13 or 14, 11:30-1:30 proposed
location is Grand View Ballroom in Lionshead.
Mullen proposed discussion about implementation with VBCR and package discussion for early
booking lodging and activities packages that could be offered with cooperation of the lodging
community.
VLMD Budget resolution is Tuesday, Oct 21 with Vail Town Council.
VII. Adjournment
Motion to adjourn/ Gunion Seconded/ Ratchford. Passed unanimously.
Upcoming Meetings:
VLMD Budget Resolution, October 21, Time 6:00 p.m., Council Chambers
VLMDAC Luncheon with GMs, November TBD
VLMDAC Meeting, December 4, 8:30 – 12:00, Antlers