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HomeMy WebLinkAboutVLMDAC Minutes April 2016 1 Minutes Vail Local Marketing District Advisory Council Thursday, April 21, 2016, 8:30 AM – 11:30 AM
The Antlers – Caribou/Pronghorn Room VLMDAC Members Present: 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) via phone Jessie Klehfoth (Vail Recreation District) Laurie Mullen, (Vice Chair) Skip Thurnauer VLMDAC Members Absent: Beth Slifer (Chair)

 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) Meggen Kirkham (Site) Laura Waniuk (Town of Vail) Satchele Burns Mark Christie (CSE) Kristin Yantis (MYPR) Sybill Navas (Town of Vail) Duncan Horner (Vail Valley Foundation) Ivie Parker (Vail Cascade) Gretchen Walker (Vail Cascade) Hannah Eflin (Vail Resorts) Jeff Morgan (Vail Vitality Center/Morgan Business Empowerment LLC Consulting) Michael Imhof (Vail Valley Foundation) Josh Ruark (Eagle Airport) Bobby Bank (Vail Info Centers) Sally Gunter (Vail Resorts PR) Ellie Bray (Vail Central Reservations) Suzanne Silverthorn (Town of Vail) Sarah Frank (Group 970) Molly Middleton (Group 970) Mac Garnsey (Vail Valley Foundation) Ainsley Fortune (Cactus) 2 Diana Berry (Cactus) Mike Lee (Cactus) Janet Bunning (Cactus) Erin Smith (Cactus) I. March 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. Revenue and expenditures were reviewed. Introduction of Cactus team members was given. II. Approval of March 17, 2015 Meeting Minutes Dawsey/Herron– passed unanimously III. 2015-17 Council Action Plan Jenn Bruno - see slides for details The TOV council recently had a retreat to discuss what they wanted to accomplish in the next two years with new council members. It was noted that environmental issues have been added to the focus of the council. Additional focus will also be given to workforce housing and growing a balanced community over the next two years. Town Council action plan was presented. Community, experience and economy were reviewed. Community involvement and public input is a major focus for the next two years, as well. IV. 2017 Music Festival Vail Valley Foundation (VVF) Mac Garnsey and Mike Imhoff – see slides for details Mac and Mike introduced themselves and the VVF. VVF is looking for the next big thing in Vail and have found a new partner in KAABOO, a festival owned and operated by Madison Group out of Denver. Their goal is create multiple national music experience events. KAABOO details were presented as well as Del Mar musical line up and potential venue locations. It was noted that it is more than music and has other arts and entertainment options along with a culinary experience that would involve local chefs and chefs from the Front Range. Additional offerings and corporate sponsors were presented. It was noted that KAABOO aims to embrace local culture and would highlight local offerings. Demographics from first KAABOO event in 2015 were presented. It was noted that Vail would be a smaller crowd and it would become an annual event. It was noted that due to how Vail is set up, concert goers could be closer to the venues and st ay in hotels near concert and other venues. It was asked what kind of destination draw this would be and it was answered 80/20 visitor/local. Details of ticket pricing were given. It was asked if $566 a day includes ticket price and it was answered that it was daily spend not including ticket price. Potential economic 3 impacts were presented. Sustainability efforts were presented and it was noted that a lot of thought goes into the sustainability efforts. Reasons for why Vail should host event were presented. August18-20 of 2017 is the target timeframe for event. VVF is currently working with Vail Rec District to ensure locations that will not be damaged or harmed during event. It was noted that it is important that no damage to Vail happens as a result. It was noted that all efforts would be taken to protect grass on fields. It was asked what the call to action for lodging would be. It was answered that KAABOO received around 4000 room nights and it would be similar but smaller and all reservations would through an online ‘book now’ site that a third party would manage along with VVF. It was asked what kind of promotion is done before event. It was answered that it would be strategic and the focus would be CO centric. Mountain communities and Front Range would be primary targets. VVF would do marketing for event along with Madison Group. Most advertising would be digital. It was asked how the sponsors promote the event and it was answered that some like Mercedes and Nordstrom would focus on brand promotion through venue installments. It was noted that Vail Rec has some concerns about fields and looks forward to working with VVF to understand how to best use facilities without damage. It was also noted that the proposed timing is lower occupancy and a need time for lodging community. A final decision for the event would be made by October. V. Welcome Center Update Town of Vail Suzanne Silverthorn TOV – see slides for details Since 2011 the town has spent $9 mil on updating Welcome Center and the contract for operations expires September. The board and partners were asked to provide input about the future of welcome centers to better serve VLMD and community at large. Discussion ensued about welcome center areas of improvements. It was asked how the guest currently uses the centers and it was answered that a survey could be set up to find out more. It was estimated that about 99% of use is way finding for guest. Welcome center staff has been surveyed and those results were given to TOV. It was noted that most visitors are first time visitors. Year-after-year visitor comes looking for literature on what is new. VI. Quarterly Group Update Chris Romer Vail Valley Partnership - see slides for details Group sales effort and goals were introduced. Industry trends were presented. It was noted that days per meeting have slightly increased. In 2008, group meetings were longer like 4-5 days per meeting. There is a continuing trend of shorter, smaller meeting but they are planning more meetings and programs. Smaller groups and shorter timeframes are the kind of RFP’s that group sales is currently working with. Sales team and territories were presented. Lodging properties communication efforts were presented. Lead generation process was presented. It was noted that efforts are proactively sought out. Sales tools were presented and reviewed. In-market efforts to meet with meeting planners were presented. Tradeshow schedule was presented. High touch point model is used for interacting with meeting planners. Measurement criteria was presented and it was noted that 4 the properties are in charge of negotiations. New this year, mid-week occupancy is a focus and is something group sales is looking at to increase. KPI metrics were presented and it was noted that numbers are up from last year. More metric details are included in packet. It was noted there is some compression with Vail Cascade being closed through summer. Group occupancy reports were explained. Geographic market mix was presented and explained. It was not ed that growth in CO is due to Arthrex medical research group that comes to Vail in partnership with Steadman Philipon programming. Trends from the last three years were presented. Vertical market breakout and trends were presented. It was noted Arthrex books one program at a time which has meant more programs booked by them in recent years. It was noted that sports events have been hard to track but with new DestiMetrics tracking tool should better be able to show attendance information. Successes were presented. It was noted that a partnership with Colorado Tourism Office (CTO) focusing on international business is also becoming a focus in brining international meeting planner and sports events. Discussion ensued about new group data and successes. VII. Research Update Chris Romer Vail Valley Partnership – see slides for details Included in package is RRC proposal. It was noted VR handled in market studies in the past but focus has changed and guest research is done with data capture post trip. Discussion ensued about change in vendor. VIII. Quarterly PR Update Kristin Yantis MYPR - see slides for details Sally Gunter from Vail Mountain PR was introduced. It was noted that a bigger presentation about in market visit to Mexico City would come later in the summer. Successes of recent Mexico trip were reviewed. Comp set review was presented. It was noted that PR wire is being used more by partners. On going tactics were explained and dates for scheduled trips were presented. On going partnership with CTO was explained. Epic Discovery potential articles were explained. IX. Agency Update Cactus Communications – see slides for details Cactus was introduced. Digital media plan was presented. It was noted that Cactus has revised initial target market plan created by Vladimir Jones. Tactics were presented. Ways the success will be evaluated were presented. Completed video and banner ad creative was presented. More scripts will be finalized. Print creative was presented. Live static banner ads were also presented. Brand guidelines were presented. Discussion ensued about “June 1, book by” offer. It was noted to have an offer strategy figured out by the May meeting. It was noted that Cactus and Satchele Burns worked very hard on a quick turnaround and deserve kudos. Media plan was handed out. Discussion ensued about metrics measurements and how adjustments will be made based on data collection. X. Other Business 
 May 17 meeting with TOV Council will show creative currently being used. November 18, 2016 and April 23, 2017 are Vail’s opening and closing dates. Summer event calendar was handed out. Gondola will open June 3-5 weekends and daily service starting on June 10. 5 Discussion ensued about Vail mountain extension this spring. Big Beer’s Event has moved due to closing of Cascade for renovation and room night rates. Cactus was thanked for hard work and last minute transition into production. It was noted summer numbers look good based on DestiMetrics reports – up 13%. Houston and Dallas traditional tactics were delayed by a week due to weather in TX. XI. Adjournment – Thurnauer /Bruno Upcoming Meetings: 
 Event Promoter Brand Summit Meeting April 21-noon – 1 p.m. Antlers VLMD Meeting, May 17, 2016 Time TBD, Council Chambers VLMDAC Meeting, May 19 2016, 8:30-11:30 a.m. Antlers