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Home My WebLink AboutVLMDAC Minutes 3.19 FINALMinutes Vail Local Marketing District Advisory Council Thursday, March 19, 2014 8:30 AM – 11:30 AM The Antlers – Caribou/Pronghorn Room VLMDAC Members Present: Laurie Mullen, (West Vail Liquor Mart) Skip Thurnauer   Jim Kellen (Vail Resorts) Jenn Bruno (Vail Town Council Alternate) Beth Slifer (Chair) Jamie Gunion (Vail Recreation District) John Dawsey, Treasurer (Colorado Mountain Express)  Mark Herron (Four Seasons Resort Vail) VLMDAC Members absent: Michael Holton (Vail Valley Medical Center)   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)  Eric Manchester (goodness mfg) Laura Waniak (CSE Liaison) Sirena Rolfe (Booyah) Susan McDonald (Booyah) Jen Hartwick (Booyah) Meggan Kirkham (Site) Jennifer Viditz-Ward (Vail Resorts) Brooke Skjonsby (Vail Resorts) Duncan Horner (Vail Valley Foundation) I. February 2015 Monthly Financial Report – Kelli McDonald – see packet for more It was reported that the current financial report for 2015 looks good through the first two months of the year. Still on par to achieve $2.8 million in projected lodging revenue. Supplemental budget approved for $350,000. The partners/board members were thanked for efforts in making that approval meeting smooth. It was noted that the VLMD is supportive of VLMDAC efforts. II. Approval of February 19, 2015 Meeting Minutes - Thurnauer/Mullen - passed unanimously III. Creative Update – goodness mfg– Eric Manchester, Ellie Chadwick – see slides for details Creative was presented for brand TV. Two (:15) spots were presented, positive feed back was given. “Beat the heat” radio spots were presented, scripts intended to be station produced. Positive feedback was given, it was asked to switch “balmy” to “comfortable” in one of the scripts. Midweek digital banners were presented. Handouts were passed around to better view graphics. It was asked to use change the presence of “midweek,” discussion ensued about the use of “midweek.” OHH concepts were presented and are intended to include an RSS weather feed for current temperatures in Vail. “Direct flights to Vail” billboard creative was presented and family brand billboards were presented. Tagline and photo received positive feedback. Discussion ensued about use of temperature and layout of photo. “Like nothing on Earth” was used in various ways in creative material presented. IV. Digital Media Plan – Booyah – Sirena Rolf, Susan McDonald, Jen Hartwick- see slides for details Digital strategy and tactics were presented. Projected outcomes and use of budget and incremental funds were presented. Mock-ups of digital ads were presented along with display tactics. Brand study was discussed to measure level of awareness and intent after viewing a video. Discussion ensued about use of branded terms, it was answered that about 60% of terms used for SEO will be Vail branded terms. Discussion ensued about lodging inventory available now. Email database strategy was presented. Performance goals were presented and it was noted that some goals have already been met. Mock-ups of interactive banners were introduced to show interactive functionality. User “hovers” over banner and different boxes of content, such as lodging, then the box expands as the user moves mouse over banner ad. Discussion ensued about image use of Vail Resorts exclusive properties in digital mock-ups. SEO initiatives were presented. It was noted that the data found in doing a keyword review can be shared with Vail Resorts. Influencer outreach program was presented. Discussion ensued about giveaway options. V. Traditional Media Plan – Meggen Kirkham – see slides for details Media flow plan was handed out. Market specific ad buys were presented. Media tactics were presented. Marketing events were presented. Use of (:15) TV spots plan was presented. VI. Mexico Update – Jenn Viditz-Ward & Jim Kellen – Vail Resorts Relationship has changed this year and Jenn Viditz-Ward was introduced and her role in Mexico marketing and wholesale efforts. Her efforts will be in market beginning in April and most events take place in Mexico City. GoPro Mountain Games and Vail International Dance Festival will be focused events during in market Vail summer events this spring. FAM tours will happen again this summer with VIP influencers from Mexico. Summer publications (Mexico) got better circulation numbers last year compared to winter editions of publications. Panama is an up and coming market due to Venezuelan population relocating to Panama. Jenn asked for giveaways for upcoming events she is holding in Mexico and South America, she feels Mexican winners spend more when they receive a giveaway. It was asked to clarify what the booking trends are. It was answered that May and June have been too late in booking window for summer. Mexican guests are booking early. Summer behavior is different than winter and they stay longer. April events will all be focused on summer. Discounts are important; the Mexico shopper is savvy on researching rates. It was asked if more condos or hotels are booked and it was answered that condos are booked more to accommodate bigger families. It was asked for the Mexico event schedule to send to the business communities, to ask for prizes. Discussion ensued about images that resonate with Mexican guests. VII. PR Update – MYPR – Kristin Yantis - see slides for details MYPR just returned from a media trip to Texas. An update was presented. It was recommended to host an event in Texas during the next trip. Spring NYC trip financial details were presented. Other media trips were presented. Looking at creative in market events to host and incorporate events into. Results will be presented at the next VLMDAC meeting.  Motion to reallocate $7960 for expenses for NYC spring trip from contingency budget and reallocate funds intended for US Pro Cycling Challenge Mullen/Thurnauer passed unanimously. VIII. Other Business   It was asked for ideas to engage the lodging community to get summer booking deals and packages earlier in the spring season to better promote for summer messaging. Discussion ensued. A multi channel approach was suggested. An opportunity to present to lodging community is during a bi-annual meeting that will take place in April/May. VR will host this meeting. IX. Adjournment  - brand guidelines presentation followed for event promoters working with the Commission on Special Events. Upcoming Meetings: Event Promoter Brand Guidelines meeting – March 19, 11:00 a.m. – noon, Antlers VLMDAC Meeting April, 16 2015 8:30-11:30 a.m. Antlers