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Home My WebLink AboutVLMDAC Minutes Oct FINAL 1 Minutes Vail Local Marketing District Advisory Council Thursday, October 15, 2015, 8:30 AM – 11:30 AM The Antlers – Caribou/Pronghorn Room VLMDAC Members Present: Skip Thurnauer   Mark Herron (Four Seasons Resort Vail) Jenn Bruno (Vail Town Council) Michael Holton (Vail Valley Medical Center)   Jamie Gunion (Vail Recreation District) on phone John Dawsey (Colorado Mountain Express) (Vice Chair) Jim Kellen (Vail Resorts) VLMDAC Members Absent: Beth Slifer Laurie Mullen, (West Vail Liquor Mart) Also Present: Kelli McDonald (Town of Vail) Chris Romer (Vail Valley Partnership) Jill Lammers (Vail Valley Partnership) Haley McNeill (Vail Valley Partnership) Kristin Yantis (Malen Yantis Public Relations)   Taylor Prather (Malen Yantis Public Relations) Sirena Rolfe (Booyah) Lorena Melott (Vail Resorts) Kendyl Severino (Vail Resorts) Meggen Kirkham (Site) Jack Affleck Carlie Smith (Town of Vail) Laura Waniuk (Town of Vail) Katie Barnes (DestiMetrics) Jennifer Viditz-Ward (Vail Resorts) Michelle Truckfeld (Vail Resorts) Marcy Welk (Burke Research) I. September 2015 Monthly Financial Report Carlie Smith Town of Vail – see packet for details Total sales tax collected was $1.6 million for August 2015.VLMD expenses are at $2.6 mil. It was noted to project what end of year expenses and savings will be. It was noted that some expenses have not been finalized yet. All digital for Booyah is complete. All media but some production fees remain. Discussion ensued 2 about some items remaining through the end of the year. Report will be prepared for November. II. Approval of August 20, 2015 Meeting Minutes Thurnauer/Bruno – passed unanimously III. DestiMetrics Transient Inventory Study Katie Barnes DestiMetrics – see slides for details Katie introduced herself and the methodology used to collect data from lodging properties. Year-over-year change was presented. New and loss of inventory was presented. Year-over-year change in managed pillows was presented – pillows meaning maximum occupancy. Year-over-year changes in unit types were presented. Hotel rooms have gone down and new condos have been built. Discussion ensued about ratio of hotel rooms to condos and what that means for Vail. It was noted that different times of the year see diff erent ratio of occupancy between condo and hotel stays. It was noted it’s harder to sell a group on a condo because prices are higher. Changes in unit types were presented. Condo units by size were presented. Private homes by size were presented. Units by location were presented. It was noted that there was a slight decline in Vail Village. Fractional ownership units/time share units were presented. It was noted that vacation ownership clubs need to be better understood and accounted for. It was not clear if participants in those programs pay taxes. There will be more to come in understanding that classification. Findings and comp set were presented. It was noted that Breckenridge has a huge number of condos listed on VRBO, more than any other mountain resort town. IV. Summer Research Results Michelle Truckfeld Vail Resorts - see slides for details Michelle was introduced and it was explained that Brian Checksfield has left the state with his family. An overview of summer 2015 Intercept Surveys were presented. It was noted just over 500 gathered in person and 733 post visitor surveys. The town and the resort were researched separately; the town and resort were distinguished as two different locations. Demographic profile is consistent year-over-year. 2015 was similar to 2014 and so was the mix of sample size by type of visitor. Group dynamic numbers were presented and it was noted that more families are coming to Vail. The majority of those surveyed were return visitors. Reasons people return to Vail was presented. It was asked to get a breakdown of why people visit by generation, specifically millennials. Details of Net Promoter Score (NPS) were presented. It was noted that hiking and biking is not included in “mountain activities” question, guests were asked if they plan to participate in. It was noted that the NPS drops across the board when the consumer is asked post trip and to see that drop is more realistic than the in-person score. The actual question used for NPS is “on a scale of 0 -10 how likely are you to recommend Vail to friends and family.” It was noted all winter visitor surveys will be done post trip and that it can be expected to see NPS drop. 3 Discussion ensued about Intercept Study and doing only online post visit surveys. Promoters (scored 9-10’s) indicated that restaurants were scored high and it is not something that VR Research sees in mountain towns. It was noted that a price sensitive guest will exist in most results and not necessarily bad for understanding results. It was asked if signage responses have changed and discussion ensued about way-finding opportunities. What guests do while in Vail was presented. It was noted that many visitors are called ‘CO guests’ because they indicated that they will be visiting other CO places. Discussion ensued about value of post visit surveys. V. Burke Research Results Marcy Welk Burke Study - see slides for details it was noted that Burke takes place every other year, it is made up of people looking at CO as a summer destination. Goals and purpose of study were presented. Research parameters were presented. Those surveyed came to CO and went to the mountains. Study looks at reasons behind visit to CO and mountains. It was noted that the survey was looking at recent experiences. Specifically asking for destinations they wanted to visit in the last three years. Demographics were presented. It was noted again that children and family visits have increased. The summer vacation profile of guests surveyed was presented. Process of brand relationship was presented. Performance for destination travelers was presented. It was noted Vail has a strong conversion point. Comp set was presented for Breckenridge and Aspen. It was noted that Breckenridge conversion rates are very strong. Key results were presented. Discussion ensued about results and takeaways. VI. Photography Review Jack Affleck - see slides for details. Printed photo books were handed out. Process behind photos and possible shoots were presented. All new locations were shot. Each location was visited 2- 3 times to be sure the locations of shots were ideal. It was noted that rain and smoke in the air were elements that had to be worked around. “Unique experiences,” “luxury wilderness,” and “get away from it all and have it all,” themed photos were presented. Discussion ensued about photo feedback. Feedback was positive. VII. Group Sales Update Vail Valley Partnership (VVP) Chris Romer - see slides for details Objectives were presented. Since the last update, a group sales subcommittee has been formed and changing metrics presented in monthly reports. Working to be sure group effort is aligned with goals. It was noted that conversion component cannot be controlled by VVP, those details are worked out by lodging properties. Group sales trends were presented. Shifts in approach were presented. It was noted that there was more success with one-on-one style meetings vs. big event style showcase events. The VVP role is to be an unbiased resource to provide information about the area and resources. Overview of sales 4 team and regional efforts were presented. Measurement criteria was redefined this year and details were presented. It was asked if there is a way to capture percentage of international guests and it was answered that it could be tracked. It was noted that DOSM and DOS for each lodging property could find those numbers to be included in survey. 2015 and 2014 YTD results were presented. It was noted that there was not a Vail specific sales person for a few months as group sales representatives moved and a new sales manager was hired. Performance indicators were presented. It was noted that there was a significant effort around face-to-face time with planners promoting Vail. Programs that the sales team is working to bring to Vail were presented and detailed. Key programs that are “on the books” were presented. It was noted that some of the FAM budget will be used for the CO Society of Association Executives. Vail only sales manager efforts were presented. Geographic and vertical market efforts were presented. Geographic breakouts were presented along with geographic market trends for the last three years. Corporate business uptick is a result of steady CO economy and was noted as a positive sign. Summary and goals were presented. Discussion ensued about metrics. VIII. PR Update MYPR Taylor Prather and Kristin Yantis – see slides for details Summer media visits were presented and photos were shared. Social media engagement screen shots were presented. Feedback from media was reviewed. Coverage clips were presented. A video was presented of a slow-motion llama jumping and it was shared. Epic sneak preview media effort was presented, FAM was a result of a VR partnership, CTO representatives also attended. Social media influencers were involved in social media efforts and they saw success in engagement due to those influencers. It was noted that the social media efforts were coordinated with Vail Resorts. Parascope is a new live streaming social media tool was presented. It was noted that Vail Jazz was engaged and included craft beer and their program for every media representative that visited. Media coverage YTD was presented. Comp set coverage messages were presented. USA Pro Challenge media coverage was lower this summer compared to other years. Other coverage clips were presented. Key publication goals were presented. It was noted that the goal will need to be raised for the future. Key messages were presented – not apples-to-apples compared to last year, more were added for 2015. Discussion ensued about adding family to key message focus based on Burke results. It was noted that a media report from Mexico/Latin America is on its way. IX. Other Business   X. Adjournment – Herron/ Thurnauer - pass unanimously Upcoming Meetings:   5 VLMDAC Meeting, November 19, 2015, 8:30 – 11:30 AM, Antlers, joint meeting with CSE, review 2016 funding allocations  VLMDAC Executive Session, November 19, 12:00 – 5:00 p.m., Antlers Board Room, pursuant to: 1) C.R.S. §24-6-402(4) (e) - to determine positions, develop a strategy and instruct negotiators, Re: 2016 Contracts (180 minutes)  