The URL can be used to link to this page

Home My WebLink AboutVLMDAC Minutes Nov 2015 Draft 1 Minutes Vail Local Marketing District Advisory Council Thursday, November 19, 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)   John Dawsey (Colorado Mountain Express) (Treasurer) Jim Kellen (Vail Resorts) Beth Slifer (Chair) VLMDAC Members Absent: Laurie Mullen, (West Vail Liquor Mart) (Vice Chair) 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)   Sirena Rolfe (Booyah) Jen Hartwick (Booyah) Susan McDonald (Booyah) Jessie Klehfoth (VRD) Shenna Richardson Kendyl Severino (Vail Resorts) Meggen Kirkham (Site) Laura Waniuk (Town of Vail) Sybil Navas (Town of Vail) Alison Wadey (VCBA/CSE) Mark Gordon (CSE) Rayla Kundolf (CSE) Satchele Burns Duncan Horner (VVF) Maggie Bevan (VVF) Jeff Andrews (CSE) Melanie Wong (Vail Daily) Ellie Bray (Vail Resorts) Missy Johnson (Highline Sports & Entertainment) 2 I. October 2015 Monthly Financial Report - Kelli Town of Vail – see packet for details. Sales tax collections are up 6% through September from prior year. Expense savings to date are in the packet. Report reflects a savings of $100,000+ due to the US Pro Challenge not coming to Vail. It was asked if there is any updated information for next year’s US Pro Challenge. It was answered that it was unclear of the future of the event II. 2015 Expenses to Date Kelli McDonald Town of Vail – see packet for details III. Approval of August 20, 2015 Meeting Minutes Bruno/Dawsey – passed unanimously IV. Presentation of CSE 2016 recommended funding allocations – see slides for details Mark Gordon introduced himself and reported that the CSE kept the VLMDAC strategies in mind while thinking about summer events. CSE purpose was introduced. It was noted that the events calendar was built to provide something for everyone and not a lot of just one kind of event. CSE strategic plan was introduced. 2015 CSE successes were presented. This year a research firm was hired to survey events to better understand the economic impact of events. In the past event producers gave metrics of event and now a firm has been hired to gather consistent data to be used for funding decisions. It was noted that the Highlights of 2015 events include: A successful Youth World Championship Fly Fishing event (which is a prelude to the World Championships for adults). Over 35 countries will be represented at this event and it bought a large international audience and awareness. It was noted that some funding challenges because it is a “one time” event happened for that event but those have been figured out for next year. This is the first time this World Championship has ever happened in the United States. Discussion ensued about marketing and promotional opportunities taking place for this event. It was asked if a media plan exists for the event next summer and it was answered that an extensive media plan exists and could be shared by inquiring of Laura Waniuk. Vail Film Festival will return in the spring/end of ski season and now has a Mexican connection because the event producers also produce a festival in Cabo, Mexico. It was noted that there is potential to bring more Mexican guests through that event. The event will take place during closing weekend of Vail Mountain, last four days of ski season. Discussion ensued about dates of event. CarniVail will return mid-winter this year, Highline Sports and Entertainment and Vail Resorts will produce the event. A new event, this will be a trial event – summer training for a German Bundesliga Colorado Cup training and holding camps. There will be a number of fans and entourage from the team in town during this event. Vail Farmers Market and Art Show will return along with more farm-to-table dinners. The Bluegrass series will return and has been 3 asked to find another outside concert venue in Lionshead. Oktoberfest will return along with Vail America Days and Holidaze. A reformatted category of Education and Enrichment has been added to the funding allocation for 2016. Vail Leadership Institute started the Vail Centre. Discussion ensued about what that is and it was presented that is was researched to determine what would work best in Vail. The CSE is funding them $56,000 to continue working on the programming of Vail Centre. It was suggested that the group present at a future meeting to better describe the mission and purpose. ‘Mountains of Hope’ program through the Vail Veterans program is new. Global Solutions Forum will have a forum with people from all over the world, that event was given $35,000 for the event. Starting Hearts will hold an event and so will Can Do MS and both were funded. Discussion ensued about the potential need for an Event and Cultural Center, private and public sector collaboration and new events. V. VLMD 2016 Tactics all - see slides for details Objectives, results and goals were presented. 2016 strategies were presented. Key results and actionable items from Burke Study and Summer Intercept Research were presented. DestiMetrics highlights were presented. 2016 tactical overview was presented. Destination & Front Range Meggen Kirkham SITE – see slides for details Creative message focus was presented. VLMDAC requested that events be added to Front Range messaging. New photography was presented that will be showcased in new creative work. Destination advertising that worked and that could be improved were presented. Advertising continued and new tactics were presented for 2016. Discussion ensued about execution of advertising and alignment with digital efforts. It was noted that the EGE Air Alliance asked for funding from TOV Council and VLMD was asked to also fund EGE for marketing efforts as well. Both will fund half of EGE Air Alliance ask. Front Range advertising tactics that worked and that could be improved were presented. New tactics for Front Range advertising was presented. Digital 2016 tactics Serena Rolfe, Susan McDonald and Jen Hartwick Booyah – see slides for details Display digital that worked was presented. Rocket Fuel did a study with another tourism account that found that the guest is 23 times more likely to book when the consumer saw both a video and banner ad together. Discussion ensued about accelerating video efforts in 2016. It was noted that video provides more compelling engagement opportunity for potential guest s. Display banners successes were presented. It was noted that .24% for click through rate on Vail/Beaver Creek Restaurant week was high, the average is .8% - .10%. Things that could be improved for display banner ads were presented. It was noted that Gabe Shalley from Vail Resorts can provide data on flight loads and there have been great successes when VLMD partners with airlines on marketing. Display tactics that could be improved were presented. Display charts for year-over-year were presented. It was asked why there was a bigger spend with less results and it was answered that geo targeting from a display standpoint is more expensive 4 because of a more specific tactical approach. Discussion ensued about approach and targeted DMA marketing. More reporting will be provided. Paid search tactics that worked and could be improved were presented. It was noted that high click through rates took place in 2015. It was recommend to test bidding on Spanish keywords. Vail Resorts noted that both Spanish and English keywords are used with corresponding landing pages. Budget will be adjusted to shift display keywords. Year-over-year results were presented. It was asked if brand or non-brand preforms higher for CPC and it was answered that non-brand does. Discussion ensued about site visit volume vs. engagement tactics and spend, quality vs. quantity. New recommendations for 2016 were presented. Discussion ensued about collaboration efforts and how a more systematized effort was needed between Booyah and Vail Mountain Marketing. It was noted that March launch of digital was successful and should be continued. New metrics need to be developed for better tracking and monitoring. Public Relations 2016 tactics Kristin Yantis MYPR – see slides for details It was noted that 2015 was a good PR year and there was focus throughout the year. Tactics for public relations were presented. Discussion ensued about viewfinder idea and potential for use. Discussion ensued about the “wellness” message not being a priority for 2016. It was noted that the Denver media event is new this year because it hasn’t taken place in the last two years, the focus will be around Epic Discovery. Discussion ensued about TX market and over saturation of TX media and Epic Discovery opportunities for promotion for 2016. It was noted that there is a lot to be figured out for Epic Discovery . Active Moms may be a new target for PR messaging in 2016. Discussion ensued about media measurements. Group Sales Chris Romer Vail Valley Partnership – see slides for details Main objectives were presented. What is new for 2016 based on feedback was presented. Key geographic continued strategies and new strategies were presented. It was noted that the financial market is a new focus as it has come around since 2008. Additional continued strategies were presented. Key action items to achieve targets were presented. New targets and metrics were presented. It was noted that since it’s new, it will be important to see how it preforms before estimating what a goal might be. Discussion ensued about DMA’s and optimizing message throughout vertical markets. It was asked if there is direct contact with large CO companies and it was answered that yes they are contacted regularly. It was also noted that VVP will attend a CO Nonprofit Association meeting planners convention to seek out some of those big nonprofit companies. Vail Mountain Marketing 2016 Kendyl Severino Vail Resorts – see slides for details The effort to consolidate web pages has been successful. Website performance was presented. Email tactics were presented. It was noted that a strategy shift took place to one send per month thus a lower metric on send. It was noted that the database will be refined to incorporate more recent summer visitors. Social 5 tactics were presented and it was noted that those efforts continue to be successful. Vail Facebook page is #1 in the industry. SEO strategy was presented. A new company was hired and it is the same company as the new branding company for Vail Mountain. December meeting is when content production and promotional plan will be presented. Vail International 2016 tactics Jim Kellen Vail Resorts – see slides for details It was noted that some of this information may need to be shared again later due to Jen Viditz Ward being on a FAM trip. She can follow up on any questions from presentation. Sales and marketing was presented. Discussion ensued about in market opportunities in the International market. Follow up items for partners was discussed and determining the best reporting/tracking system possible.  Motion to approve the tactics as presented, subject to some amendments Thurnauer/Bruno – passed unanimously. VI. Other Business   Kelli mentioned to pick up parking pass as paid parking starts Friday, 11/20. She also noted that applications for members whose terms are up for VLMDAC are due by Friday, 11/20. Interview times for board positions will also be communicated to applicants. New winter event calendars were provided. VII. Adjournment – Herron/ Thurnauer - pass unanimously Upcoming Meetings:   VLMDAC Interviews, December 1, time TBD – Council Chambers VLMDAC Meeting, December 17, 8:30-11:30 a.m. The Antlers – Caribou/Pronghorn