The URL can be used to link to this page

Home My WebLink AboutVLMDAC Minutes Dec 2015 Final 1 Minutes Vail Local Marketing District Advisory Council Thursday, December 17, 2015, 8:30 AM – 11:30 AM The Antlers – Caribou/Pronghorn Room VLMDAC Members Present: Beth Slifer (Chair) Skip Thurnauer   Mark Herron (Four Seasons Resort Vail) Jenn Bruno (Vail Town Council) Michael Holton (Vail Valley Medical Center)   John Dawsey (Colorado Mountain Express) (Vice Chair) Jim Kellen (Vail Resorts) Jessie Klehfoth (Vail Recreation District) 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) Lorena Melott (Vail Resorts) Kendyl Severino (Vail Resorts) Meggan Kirkham (Site) Laura Waniuk (Town of Vail) Satchele Burns Duncan Horner (VVF) Kim Langmaid (Walking Mountains) Kristin Bertuglia (Walking Mountains) Ross Iverson (Vail Centre) Cynthia Fortsmen (Allegory Studios) 2 I. November 2015 Monthly Financial Report – Kelli McDonald Town of Vail – see packet for details. Report indicated that the year end is good, October sales tax was good. On track to meet budget set if not exceed it. December will be the deciding month for additional revenue. The partners were thanked for getting invoices in on time. Savings is $100,000 and will go in to fund balance for next year. It was asked about the status of the Pro Cycling Challenge and it was answered that more will be known next week. 49% ending fund balance through the end of October. II. Approval of November 19, 2015 Meeting Minutes Thurnauer/Dawsey – passed unanimously Jessie Klehfoth was introduced as a new member from VRD. III. Sustainable Destination Presentation Kim Langmaid and Kristen Bertuglia – see slides for details Kim thanked board and partners for their work. The program, Kim and Kristen were introduced. It was noted that the goal is to make Vail the first certified Sustainable Destination through the Actively Green program. The history of the program was given, to create a local sustainable effort that could last through 2015 World Championships. The program initially began for businesses and is now in phase two and working toward getting greater participation. Discussion ensued about why Vail should become an internationally recognized sustainable destination. It was noted that Vail should be a leader in the industry and they are working to making Vail the first certified sustainable destination and we are the only place close to achieving that in the US and Canada. There is potential to add this concept to telling the story of Vail. Details of sustainable travel were presented. ‘Aspirationals’ demographic information was given. Tourism data was given on how it related to consumption and waste. It was noted that per capta Vail trash consumption is higher than normal because of the visitor waste that is included. The goal is to be a certified sustainable destination by 2018. 140 businesses have been Actively Green trained and 40 have been certified. Part of being certified is encouraged use of Actively Green seal in branding. Sweden approached Walking Mountains about Actively Green to adopt program. Norway is also looking to learn more about program. Action steps and goals were presented. The business certification program will build in more value and upper level certifications. Funding for 2016 program was presented. It was asked if any partners would like to join sub-committee. It was asked if VR promotes sustainable initiatives and it was answered that they do. Discussion ensued about community effort for this program. It was asked if there are other communities that are certified and it was answered that there are in other places in the world. It was asked what current outreach is to businesses to get more businesses involved. It was answered that there are three trainings a year and they work with various partners to get the word out to businesses. It was 3 noted TOV and VVP both have efforts to promote programs to businesses. IV. Vail Centre Presentation Ross Iverson - see slides for details Ross introduced himself and the organization. It was noted that Vail Leadership Institute researched Vail and other mountain towns to gain understanding about what the need is for a leadership institute. Reasons why higher learning and destination markets work well together were presented. Core learning centers were presented. An idea to offer sustainable business practices to Mexican CEO’s vacationing in Vail was presented. Denver University was approached to provide some content. The role of the Vail Centre is to be an educational curator and universities involved were presented. It was noted that the Vail Centre is aligning themselves with the Colorado State’s brand and goals to better serve Colorado as a whole. It was noted that the Aspen Institute is mostly based in Washington DC with some events held at the Aspen location. Summer strategy was presented. The projections included in packet are based on certification courses proposed. “The right millennial” details were presented. Details of “up valley” community and how it helps the Vail Centre stay in Vail were presented. CSE added educational enrichment funding category for events that have that kind of focus. An email from a server that worked at the Torch Awards was read, asking for advice on launching a product and it was noted that Vail has a very educated workforce. A scholarship fund will be offered to locals. Vail Centre aims to attract the Denver market. Timeline and goals for funding were presented. Renderings of space were displayed. A Vail Centre launch video was shown. It was noted that this idea is ambitious and exciting. Discussion ensued about marketing efforts. V. 2016 Tactics Next Steps all – see slides for details Display ad YOY results from Booyah were presented, it was asked at the last meeting for this data. Discussion ensued about metrics. SITE: presented 2015 results and 2016 goals, tactical overview and destination advertising tactics along with new tactics were presented. It was noted that some “book by” packages are currently being offered and promoted and it was noted that there is a continued effort to develop and promote packages. 2016 TV8 winter program details were presented. 2016 Front Range tactics were presented. SITE’s key performance indicators were presented for 2016. Timeline for tactics and action steps were presented. MYPR: 2016 PR tactics were presented. Kristin Yantis is out the country and Meggen Kirkham presented PR tactics. It was noted that some information is a repeat from last month’s meeting when more 2016 tactics were presented. Geographic market focus strategies were presented. It was noted that The Vail Cascade will close next summer for renovations and the VVP group sales was able to sign a three year contract with Cascade to host the Future Business Leaders of America in the spring till 2018. It was noted that for the Colorado market, the focus to keep the approach and offerings fresh to keep that market 4 interested in Vail. Discussion ensued about the use of Donovan Pavilion to host meeting planners. Key action items and targets were presented. 2016 budget for travel tradeshow was presented. It was noted that Vail was a finalist for the Governors Tourism Conference when the budget was initially created. It was noted there was refined strategy in place for 2016 and discussion ensued about those changes. Ride the Rockies might be interested in hosting an event with a European version bike race and VVP is working to bring that group. It was asked what the rationale was behind the SMERF specific sales person if Vail is at capacity for wedding and it was answered that it is more than wedding and family reunions and other groups like that are also part of that group. The goal is to put one person in charge of the SMERF market so three others can focus on other groups, one person can be the point person ensures more efficiency. Discussion ensued about wedding venues in Vail that are not overbooked. Discussion ensued about use of DestiMetrics reporting for group occupancy, especially for YOY data. This program is being used in Beaver Creek and other places but new to group sales effort as of this week. Vail Mountain: Kendal Severino noted that some info was already presented at the last meeting but some dates and KPI’s were new. Website tactics were presented. It was noted a summer lodging offer package will launch and the launch timeline of content was presented. Efforts to work with Broomfield CRM team were presented. Discussion ensued integrating potential inclusion of interested guests who visit CTO site asking for Vail information in email broadcasts to be able to talk to them sooner, it was noted that it isn’t till May that they are currently engaged. Social tactics were presented with timeline of engagement increase. SEO tactics were presented and they are working with the content team out of Broomfield. SEO KPI’s were presented and it was noted that there are not exact numbers yet because a benchmark must be set first and next year, after that is established, numbers will be able to be determined. It was asked if digital efforts could ever be tied to knowing more about booking numbers in relation to efforts. It was noted that it is a continued effort toward transparency with all partners involved in digital efforts. Discussion ensued about data. International: Jim Kellen noted that nothing has changed since last meeting and more will be presented by Jen Viditiz Ward and PR rep in Mexico in February after Snow Ball in Mexico. Jim noted that he will attend snowball and will be able to report more on efforts in February. VI. RFQ Process Update – Kelli McDonald – see slides for details Two RFQ’s were issued and due on Tuesday. It was a digital and brand RFQ. About 60 conference calls took place with Kelli with interested partners. About 29 applied for both, collectively with a large amount of interest. The next steps are to have a subcommittee meet to narrow it down to three finalists that will be presenting in January. Jan 22 is when a decision will be made for both brand and digital. 5 VII. Other Business   Discussion ensued about DestiMetric article from Vail Daily (published Dec. 16) noting the average room rate is rising and occupancy is dropping, opportunity for summer marketing window and a hiking center. VIII. Adjournment – Herron/ Thurnauer - pass unanimously Upcoming Meetings:   VLMDAC Meeting, January 21, 8:30am-1:30pm Donovan Paviliion