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Home My WebLink AboutVLMDAC Minutes 2.19 DraftMinutes Vail Local Marketing District Advisory Council Thursday, February 19, 2014 8:30 AM – 11:30 AM The Antlers – Caribou/Pronghorn Room VLMDAC Members Present: Laurie Mullen, (West Vail Liquor Mart) Skip Thurnauer   Michael Holton (Vail Valley Medical Center)   John Dawsey, Treasurer (Colorado Mountain Express)  Mark Herron (Four Seasons Resort Vail) 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) Satchele Burns   Kristin Yantis (Malen Yantis Public Relations)   Kendyl Severino (Vail Resorts)  Ben Waymire (Booyah)   Taylor Prather (Malen Yantis Public Relations) Jonathan Smith (Vail Resorts)  Crystal Stewart (Booyah)  Ellie Chadwick (goodness mfg)  Rob Bejour (goodness mfg)   Eric Manchester (goodness mfg) Laura Waniak (CSE Liaison) Liz Bieble (Vail Resorts) Sirena Rolf (Booyah) Susan McDonald (Booyah) Jen Hartwick (Booyah) Caroline Watson (Emico) Melissa Haupt (Emico) I. January 2015 Monthly Financial Report – Kelli McDonald – see packet for details Two reports are included in the packet to review. The year-end report increased the fund balance by $300,000. 2014 was another record year, in both tax collections and lodging tax revenue. All partners were thanked for their efforts in saving and over $400,000 returned to fund balance. It was noted that the VVP spent less due to closed fields for the recruiting sports teams and events. II. Approval of January 15, 2015 Meeting Minutes - Thurnauer/Herron - passed unanimously III. Creative Update – goodness mfg– Eric Manchester, Rob Bejour, Ellie Chadwick – see slides for details it was noted that changes have been made to brand creative based on feedback from the last meeting. New event creative was presented and changes that were made based on feedback were pointed out in each. Creative was selected for a dance – v1, music – bravo (bluegrass) picture and copy were interchanged, music – bluegrass- v2, athletic adult – V3 with “mountains were made to be conquered” tag, Culinary (Oktoberfest) V1, Culinary (general) V1 & V2, specific ads. All creative was presented both on the screen and passed around to board members for closer viewing on a computer screen. IV. PR Update – MYPR – Kristin Yantis & Taylor Prather– see slides for details Revised target media list was presented. It was noted that the list does not contain Dallas and Houston publications and goodness will look deeper into why those publications were not included. Feedback was given on the importance of including those TX markets to continue to promote flights. Shift in KPI goal was presented to accommodate long lead stories. New York press trip info was presented. It was noted that media have said that other mountain resorts are not coming to New York to meet with media. Feedback was given about “what’s new” content generating ideas. It was suggested to solicit lodging GM’s for PR partner meetings. Approved tactics were presented. It was asked what kind of FAM’s are planned for summer 2015. The answer was two FAM trips, one for Epic Discovery and one hiking FAM based on survey results that indicate media prefer more thematic trips and get more out of those experiences. V. 2015 International Plan – Kristin Yantis for Jim Kellen - see slides for details Roles in effort were presented. Tactics and budget were presented. It was noted that the efforts were condensed to avoid “too many cooks in the kitchen” and to be more efficient and budget friendly. Discussion ensued about KPI’s and international efforts. It was noted that there is not great data available for international visitor information. Wholesalers have been asked to share some international data along with Vail Recreation District data on sports camp participants to better understand who the international guests are. VI. Supplemental Funds Presentation – All – see packet for more information $1.630 million in current fund balance. All partners were asked for ideas for use of balance in Dallas, Houston and Chicago. Summer 2014 results and goals were presented. DestiMetrics data and Guest Profiler results were presented, upwards of 40k trips are currently in database to understand booking habits. Dallas, Houston and Chicago booking data was presented. Top 10 MSA’s by destination guest was presented. Spend per day in Vail results were presented. Destination visitors still spend more per day and stay longer, beyond just lodging. It was asked for guest spend average and it was answered that the research team will be asked to look into providing that information. Other ideas for focused strategic directions were presented. Booyah noted that roles have shifted and new team members were introduced (Sirena Rolf, Susan McDonald & Jen Hartwick). Paid digital tactics were presented. A packet with tier options was handed out. Top paid digital partners were presented. Booyah recommends the tier one program. It was asked if it’s the large plan, will the start date change, and it was answered March 16 will be the start date. Story telling inspirational creative will be used heavily in the beginning of campaign. It was asked which plan might have the biggest ROI and it was answered that tier 1 would. It was noted that VR continues to partner with Booyah to get best tracking in digital efforts. Discussion ensued about top market destinations and what other markets have been or could be successful. Booyah pointed out that people searching for Vail, regardless of location will be targeted. Noted that top 3 markets will be most successful. Influencer outreach program was presented. Influencer would be expected to have at least 20 posts and promotional social media posts – details included in packet material. Influencer outreach program costs were presented. Discussion ensued about potential influencers. Vail marketing email tactics were presented. Goal is to be more cohesive with current winter efforts and summer efforts through SEO. Public relations new tactics were presented. Discussion ensued about markets and tier options. Media buy tactic options were presented for both zoned cable TV and radio and flight support. Each tier was presented for each market. Chicago was left out of traditional recommendation due to cost of media buys there. Group & meetings tactic options were presented. It was noted that a lot of time is spent already in these markets at trade shows and other events targeting groups and meetings. Cvent was presented and data on past use. It was noted that the automotive industry is coming to Vail for group meetings frequently. Discussion ensued about vertical markets that have proven success and hosting a FAM tour for a targeted group. It was asked if proposed $25k was enough to do something big for group sales. All tiers with tactics were presented. Tier 1 was recommended as the incremental funding level. Discussion ensued about options.  Motion to approve tier 1 spend as presented for $350 k – Thurnauer/Dawsey. Passed unanimously. VII. Other Business   March 3 – John Dawsey and Jim Kellen will present to Vail Town Council for approval for fund balance spending on the Tier 1 option, as presented. It was noted that the $17k allocated for journey mapping would be better spent conducting interviews of summer guests. Looking for proposal from Vail Resorts research team. The community was thanked for their efforts during the 2015 FIS World Championships. VIII. Adjournment    Motion to adjourn/ Dawsey Seconded/Herron. Passed unanimously.   Upcoming Meetings: VLMD Meeting, March 3, 2015, 1:00 – 1:30 p.m., Council Chambers VLMDAC Meeting. March 19, 2015 8:30-11:30 a.m. – Antlers