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Home My WebLink AboutVLMDAC Minutes Feb 2016 Draft Final 1 Minutes Vail Local Marketing District Advisory Council Thursday, February 18, 2016, 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) (Treasurer) Jim Kellen (Vail Resorts) Jessie Klehfoth (Vail Recreation District) 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) Lorena Melott (Vail Resorts) Kendyl Severino (Vail Resorts) Meggen Kirkham (Site) Laura Waniuk (Town of Vail) Satchele Burns Jen Vidtz-Ward (Vail Resorts) Gabe Shalley (Vail Resorts) Mark Christie (CSE) Kristin Yantis (MYPR) Sybill Navas (Town of Vail) Debbie Frickey (Vladimir Jones) Jen Hohn (Vladimir Jones) Matt Ingwalson (Vladimir Jones) Johney Burke (Vladimir Jones) Sara Lennon (Vladimir Jones) 2 I. January 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. Overview of 2015 was given. See packet for details. Fund balance is currently at 39%, well above the recommended 25%. January lodging tax collections were given. It was noted that the USA Pro Challenge won’t happen in 2016 and there is $100k budgeted for the event.  Motion to keep $100k for the next few months pending a strategic plan to utilize the funds. Kellen/Herron. Passed unanimously. II. Approval of November 19, 2015 Meeting Minutes Dawsey/Mullen– passed unanimously III. Events Update Town of Vail – Laura Waniuk CSE - see slides for details Commission on Special Events (CSE) objectives and funding criteria was presented. 2016 budget was presented and broken down by number of events. New events were presented. NPS summary was given, 92 was highest NPS score and it was for Bravo Vail. It was asked what would happen to events with a lower NPS. It was answered that various methods are used for survey and sometimes there is not enough sample size to have results, sometimes people don’t want to be surveyed and would rather enjoy the event than answer questions. There is also the ability to look at comments with lower scores. It was noted that parking is an issue (based on those comments) and this year they are working with event promoters to better get parking information distributed to events and tournaments participants. It was asked why restaurant week was so low and it was answered that there were not enough respondents. This year, restaurants will do more to survey guests after dining. Discussion ensued about SnowDaze. It was asked how many years CarniVail took place, this was the first year in five that it took place in Vail. Summary of economic impact over 24 events was presented, noted that 2015 Alpine World Skiing Championships and Vail America Days were not included in that impact and it is a conservat ive number. The top event for economic impact was the Farmers Market , since it occurs over 17 weekends. It was noted that measurements are taken to be more of an apples to apples comparison for economic impacts. 2016 plans for survey were presented. The CSE was commended for their efforts in data collection - discussion ensued. IV. Public Relations update Kristin Yantis MYPR - see slides for details New York media mission was reviewed. Media meetings list was given. It was noted that if a meeting was cancelled, personal phone calls were made to all media to follow up. “The Box” was passed around, which was the media gift of a viewfinder. It was noted that Yahoo Travel has closed since inclusion in the slides presented. Chicago media mission was reviewed. Media meetings list was given. Gabe Shalley discussed success of trip and how it collaborated well with VR. Social media coverage from trip was presented. Observations, opportunities and what’s next was presented. Discussion ensued about what’s new and Epic 3 Discovery. A turn down gift for Vail Verano around the theme of Epic Discovery was discussed. It was asked to change second planned NYC trip to go to LA in late April instead and the board was supportive. Discussion ensued about using some of the testimony and video from CO Avalanche team building on Vail Mountain last fall for Epic Discovery. Discussion ensued about getting viewfinders for restaurants to give to kids while they wait. V. Chicago Union Station Opportunity Meggen Kirkham SITE – see slides for details Due to the timing of this opportunity it was asked that a decision be made to make a media buy for a unique opportunity with the CTO in Chicago, details were presented. Would be a budget item for Chicago destination marketing and there is one week to get creative in line. It was asked about timing, and it was answered that the CTO scheduled the buy. Discussion ensued about timing. VI. Mexico Trip report Jen Viditz-Ward Vail Resorts – see slides for details Mexico Snowball mission just took place. Details of trip were overviewed. It was noted that the Yucatan Peninsula is a new market, buying hotel and condo nights. It was also noted that there have been traceable purchases in real estate from efforts. Sales mission details were presented. Summer 2016 FAM trip was presented. Panama is another upcoming market that was presented. It was noted that if there are more camps for kids, there is a lot of interest from that market. Discussion ensued about Brazil and potential for destination guests from Brazil. It was asked if Chilean visitor is coming to Vail and it was answered that they are. VII. Brand and Digital Update Debbie Frickey, Jen Hohn , Matt Ingwalson, Johney Burke, Sara Lennon Vladimir Jones– see slides for details Trends in luxury travel marketplace were presented. Multigenerational travel, active and experiential traveler, seamless travels were explained. Luxury tourism most used terms were presented to show how Vail could stand out. The goal is to tell a story and make it feel different. Brand leadership characteristics were given. Brand pillars were explained. Brand foundations were presented, to be used internally. Positioning statement was explained. Discussion around “lifestyle” and what it means to guests. Photography guidelines reviewed along with brand guidelines. It was noted that the Vail logo will be used more and is a powerful asset. Creative directions and ‘manifestos’ were presented, “Step in” “Built for us” “The World’s Only Vacation”. “Nothing on Earth” tagline will not change. It was asked to choose a favorite direction. Discussion ensued about options presented. Digital media planning was presented. Planning parameters and geographical tiers were presented. Digital media objectives were presented. KPI’s were presented along with process. Discussion ensued about goals and what is reachable. Target audience details were presented. Digital tactics were presented. Discussion ensued about audience and intention based media. Timeline for digital was 4 presented. Search strategies and keywords were presented. Next steps were presented. Discussion ensued about next steps and partners involved. Subcommittees meeting planning was discussed. VIII. Other Business   Discussion about Spring Back to Vail ensued. IX. Adjournment – Herron/ Thurnauer - pass unanimously Upcoming Meetings:   VLMDAC Meeting, March 17, 2016, 8:30 – 11:30 AM, Antlers,   CSE Meeting, March 2, 8:30 – 11:30 AM, Town Council Chambers