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Home My WebLink AboutVLMDAC 1 15 15 FINALMinutes Vail Local Marketing District Advisory Council Thursday, December 4, 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) Laurie Mullen, (West Vail Liquor Mart) Skip Thurnauer  Beth Slifer, Chair (Slifer Designs) Michael Holton (VVMC)  John Dawsey, Treasurer (CME)  Jim Kellen (Vail Resorts) Mark Herron (Four Seasons) Also Present: Kelli McDonald (Town of Vail) Tammy Nagel (Town of Vail) Sybill Navas (Town of Vail)  Chris Romer (Vail Valley Partnership) Jill Lammers (Vail Valley Partnership) Haley McNeill (Vail Valley Partnership) Satchele Burns  Kristin Yantis (MYPR)  Kendyl Severino (Vail Resorts)  Ben Waymire (Booyah)  Taylor Prather (MYPR) Meggen Kirkham (Site Marketing) Jonathan Smith (Vail Resorts)  Crystal Stewart (Booyah)  Kristyn Dunlap (goodness mfg) Ellie Chadwick (goodness mfg)  Rob Bejour (goodness mfg)  Eric Manchester (goodness mfg) Mike Griffin Laura Waniak (CSE Liaison) Dave Chapin (Vail Town Council) Sarah Travis (Vail Resorts) Michelle Tachfeld (Vail Resorts) I. Swearing in Members – Tammy Nagel – Town of Vail Skip Thurnauer, Mark Herron, Jim Keller and Beth Slifer were sworn in. II. Election of Officers John Dawsey will serve as Treasurer, Beth Slifer will serve as Chair and Laurie Mullen will serve as Vice Chair – nominated by Skip Thurnauer/, Mark Herron seconded. Pass unanimously. III. December 2014 Monthly Financial Report – Kelli McDonald – see packet for details Currently, waiting for final numbers from November and December 2014 collections. Through October, 2014 collected 2.3 million in lodging sales tax collections. Preliminary numbers indicate a record December in 2014. Many businesses indicated that they had a record December at the most recent Economic Council meeting. Current budget is $2.8 million this year. It was asked to please make sure there are no remaining invoices. IV. Approval of December 4, 2014 Meeting Minutes – Skip Thurnauer/Jenn Bruno V. Creative update – goodness – see slides for details - Ellie Chadwick, Kristyn Dunlap, Rob Bajohr, Eric Manchaster Goodness has been working on the Vail summer account for a year and has new creative and photography to share with the board. New event creative was presented. Next steps were presented. All creative presented will be used digitally and not in newspaper based on current strategy for advertising placements. Outdoor, digital and program ads will feature new creative. More retouching will be done to creative that was presented. It was noted that the ad used on the TOV bus was hard to read. Discussion ensued about presented ads. Feedback about each ad was given. It was asked that a family image was used in some creative for digital. Event creative was presented and discussion endued about creative. It was asked for different culinary images and headlines. Goodness will work on tweaks and will present again in February. VI. VR – Journey Mapping – see slides for details – Sarah Travis & Michelle Truckfeld Vail Resorts The idea to conduct journey mapping came from a declining trend in NPS in the category of passives (many were first time visitors) and the need to understand where breakdowns occur. What journey mapping is was described. GE example was presented. It was noted that specific situations and issues could be looked at closely to determine breaking points. Next steps include, $70k remaining in budget, cost is 17k to facilitate 3 journey mappings exercises. Will take about a seven week time period.  Motion to approve recommendation to proceed with journey mapping Skip Thurnauer/ Jenn Bruno. Passed unanimously. VII. Interactive Mapping – see slides for details - Kendal Severino Vail Resorts and Mike Griffin Town of Vail. Background was given and it was described what an interactive map would look like. Google was used as an example. There is a perceived need for this map from a destination and international guest standpoint for this map to describe town and mountain geographically. Guest experience is the highest priority. Technology application throughout Vail will continue in order to remain a leader in the ski industry. RRC did an evaluation of Vail and navigation of Vail could improve the guest experience. VR research found that no other ski resort is doing this and most use a static map. This will be a huge project and planning steps must be taken to make sure it is the best solution for the guest and offering more than a static map. This tool should be able to be applied to many websites to be displayed. Next steps for RFQ were presented. It was asked when the research will begin and it was answered there is a seven week timeline. It was noted that the map should be built for the user and extensive research needs to be done. VR would not pay for this map and it might not best serve the guest to go through vail.com but more research will need to be done. VIII. Video Update – Kendal Severino Vail Resorts, Satchele Burns, Meggen Kirkham - Site, Crystal Stewart - Booyah. See slides for details. The goal of the video efforts is to continue to raise the bar and keeping production and quality very high. Personas used were for summer specific shots and developed by goodness. It was suggested to incorporate b roll video into Vail summer media website. Tools and channels to host videos were presented, along with budget limitations for each. Challenges of Facebook video were also presented. This year will be focused on gaining organic views versus paid. Online campaign will begin mid March. IX. Destination Update – Meggen Kirkham - SITE – see slides for details Destination media target was presented. Timeframe was presented based on DestiMetrics data when guests were booking for summer. Destination bookings aren’t really taking place past July, for summer visits. Media strategies were presented. It was noted to consider adding a voiceover with a call to action, not use for narrative. Opportunities to explore Chicago, Lower Manhattan, St Louis and Kansas City markets was presented. Discussion ensued about additional spends and other market opportunities to explore.  Motion to approve spend levels in Dallas/Houston as presented. Jim Keller/John Dawsey. Passed unanimously. X. Other Business XI. Adjournment  Motion to adjourn/ Dawsey Seconded/Herron. Passed unanimously. Upcoming Meetings: VLMDAC Meeting, February 19, 2015 8:30 – 11:30 a.m. – Antlers