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Home My WebLink AboutVLMDAC Minutes March 2016 Draft Final 1 Minutes Vail Local Marketing District Advisory Council Thursday, March 17, 2016, 8:30 AM – 11:30 AM The Antlers – Caribou/Pronghorn Room VLMDAC Members Present: Beth Slifer (Chair) 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) via phone Jessie Klehfoth (Vail Recreation District) Laurie Mullen, (West Vail Liquor Mart) VLMDAC Members Absent: Skip Thurnauer   Also Present: Kelli McDonald (Town of Vail) Carlie Smith (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 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) Lisa Zimmerman (Vladimir Jones) Robin Litt (Vail Jazz Foundation) Owen Hutchinson (Vail Jazz Foundation) Jonathan Smith (Vail Resorts) Jens Werner (Peeples Ink/ReComm) Duncan Horner (Vail Valley Foundation) Ivie Parker (Vail Cascade) Jack Affleck Gretchen Walker Hannah Eflin (Vail Resorts) Randi Apels (Vail Resorts) JJ Schoonver (Resortia) Steve Donahoe (Resortia) Carly West (Bravo) Jeff Morgan (Vail Vitality Center) 2 I. February 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. $1,520,000 is expected to be received in March for January lodging tax collections, total expenses are 10% of budget.. II. Approval of February 19, 2016 Meeting Minutes Holton/Mullen– passed unanimously III. Summer Arts Promotion Robin Litt & Owen Hutchinson Vail Jazz Foundation - see slides for details Owen and Robin introduced themselves and gave an overview of the Vail Jazz Festival. Presented details of Vail Presents event. Details of funding request were given. Event format was presented. Background information on musician Marcus Miller was given. Various summer events like Bravo! VailVail International Dance Festival and others were presented as supporting partners for event. Event budget details were presented and it was noted that the other supporting partners budget details were not included in that budget. It was asked what kind of Front Range marketing support could be offered and it was answered that it would be included in music themed messaging that already exists. It was noted that it isn’t a Vail Jazz exclusive event but would rather be produced by Vail Jazz on behalf of Town Of Vail. Discussion ensued about other events taking place and venue. It was noted that the hope is that it will become an annual summer event and become a CSE funded event in the future. Discussion ensued about marketing efforts.  Motion to allocate $15,000 to Vail Presents event with additional $5000 for formal Front Range marketing plan to be taken out of Pro Cycling Challenge budget. Herron/Holton passed unanimously. IV. Personas Presentation Debbie Fricke, Lisa Zimmerman Vladimir Jones – see slides for details Methodology was presented based on summer 2015 Burke research. Additional Nielsen data was analyzed and explained. Three distinct clusters were identified and explained. Target audience profiles were shared with board and partners. Each persona was presented with details and characteristics. Strategies for each persona and challenges for Vail to meet their needs were p resented. Discussion ensued about personas and use of data in marketing channels. V. Creative Executions Matt Ingwalson, Jen Hohn Vladimir Jones – see slides for details Overview of creative process was given along with visual considerations. Creative strategy was explained. Goals were presented and explained. Brand anthem video scripts were presented. Video examples were presented. The goal of video example presentation is to narrow down 15 scripts to about 8 spots. It was asked 3 that the board indicate their preferences of video scripts presented. Discussion ensued about creative work presented. The board praised creative presented. VI. Digital Media Plan Johney Burke, Sarah Lennon Vladimir Jones - see slides for details 2016 digital media plan, budget, timeline and target locations were presented. Objectives were presented. Strategies were reviewed and presented, based on what worked from 2015 summer plan as well as new initiatives. Exploratory video tactics were presented. Conversation path was presented. Recommended display tactics and partnerships were presented. Millennial aimed tactics were presented. 2016 KPI’s were presented. 2016 spend recap was given. Discussion ensued about weekly tracking with VJ and VR to properly change course through the summer season when necessary.  Motion to approve to the budget as it was presented with the ability to be adjusted based on weekly results Klehfoth/Dawsey. Passed unanimously  Motion to approve the KPI’s as presented Klehfoth/Mullen. Passed unanimously VII. Traditional Media Plan Meggen Kirkham & Caroline Watson Emico (on phone) – see slides for details Allocations by market were presented. Destination traditional media overview was given. Data resources were reviewed. Network targets were reviewed. Geographic targets were reviewed and marketing effort was presented for each. Media spend by month was presented. Planned Front Range TV spots were reviewed. Due to political ads projected, it was suggested not to use broadcast TV for Front Range marketing. Front Range cable options were presented. Outdoor advertising billboard ideas were presented. Day parts were adjusted for better reach. Discussion ensued about recommendations and it was decided to use recommendation one as presented. Print ad strategies were presented. Breakdown of spend by medium was presented. Front Range spend by month was presented. Summer International marketing breakdown was presented. It was noted that the biggest challenge is tracking. It was asked what the Easter expectations are for Mexico City visitors and it was answered that there is not any data to show that yet. More details will be presented at the next meeting. VIII. SEO Update Kendyl Severino & Randi Abels Vail Resorts - see slides for details Randi and Kendyl introduced themselves and their roles with Vail Resorts SEO. Guest database statics and booking window trends were presented. Search volume trends were presented. It was noted that event bookings don’t take place till the week of or week before arrival, it was noted that the trend shows that the guest does not come to Vail exclusively based on activities. Opportunities were presented and broken down. Content strategy was presented. Next steps for content strategy were presented. It was noted that there is a lot of content that is created through a partnership with PR efforts. It was noted that Vail Town Council is going to partner with Resort App and Vail 4 Resorts to create and provide a mobile/web based platform for way finding through Vail. The interactive map will be ready by beginning of next ski season. It was asked about content strategy focused on mountain activities, and it was answered that it includes hiking, biking and dining and that some on mountain activities/Epic Discovery can be tracked easier. The goal is to include as much as possible about the Vail summer experience. Discussion ensued about conversation rates compared to that conversion rate of competitors and importance of value messaging year round. IX. Other Business   X. Adjournment Upcoming Meetings:   VLMDAC Meeting, April 21, 2016, 8:30 – 11:30 AM, Antlers,  