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HomeMy WebLinkAboutVLMDAC minutes May 2016 FINAL 1 Minutes Vail Local Marketing District Advisory Council Thursday, May 18, 2016, 8:30 AM – 10:30 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) Meggen Kirkham (Site) Laura Waniuk (Town of Vail) Satchele Burns Kristin Yantis (MYPR) (on phone) Sybill Navas (Town of Vail) Duncan Horner (Vail Valley Foundation) Ivie Parker (Vail Cascade) Gretchen Walker (Vail Cascade) Hannah Eflin (Vail Resorts) Josh Ruark (Eagle Airport) Ellie Bray (Vail Central Reservations) Ainsley Fortune (Cactus) Diana Berry (Cactus) Brandon Durgan Alen Cardenes (Wyndham) Brooke Skjonsby (Vail Resorts) Luke Maglio (Resortia) JJ Schoonover (Resortia) Jennifer Viditz-Ward (Vail Resorts) 2 I. April 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. Total revenue for month and year was reviewed. Total expenses were included and the ending fund balance is $1.5 million. It was noted that the fund balance is at double what the requirement is and it was asked to consider what percentage of the fund balance should be allocated for 2017. It was decided that June would be the right time to start looking at those options. II. Approval of March 17, 2015 Meeting Minutes Thurnauer/Herron– passed unanimously III. International Update - Jennifer Viditz-Ward Vail Resorts & Kelli McDonald TOV - see slides for details It was noted that all print media being used can be shared and is available. Details of recent sales trip to Mexico City and South America were given. New markets were explained. It was noted that Jen received many questions about camps. Golf, family activities, safety and Epic Discovery were top points of discussion. Panama is another location that will be visited. Vail was well received and many people wanted more information. A group will be sent to San Miguel on the 15th from Town of Vail and Sweet Basil. Details of that trip were presented. Details of a Vail FAM trip in July were given. The VLMD was thanked for their support in Latin American efforts. A video about San Miguel was shown. IV. Creative Update Cactus – Ainsley Fortune - see slides for details Creative for “step in” was presented for use during the next summer months. Video for nonstop flight from LAX were presented. “Step in,” print creative was presented. It was asked when the Town of Vail logo is used and it was noted that it is used when sponsorship of an event from CSE is involved. Previously shared TV digital banner and print creative was presented. The quality of the footage used was complimented. V. Digital Media Update - Cactus Diana Berry – see slides for details The digital media plan was reviewed. Live banners and those to become live were presented. Performance metrics were presented. It was noted that people are watching the video and the average viewing is above average. Areas of high engagement were presented. Discussion ensued about digital media engagement. Discussion ensued about mid-week bookings and group sales business being up. VI. Epic Discovery - Brooke Skjonsby Vail Resorts - see slides for details Brooke introduced herself and role with marketing Vail Summer. Epic Discovery was reviewed. Activity pass options were presented. Activities and rides were presented. It was asked if a la cart options would be offered and it was answered that some activities were but not all are available for a la cart. It was noted that the pass products age details and requirements will change from what was presented. “Learn through play” elements were presented. Other activities were presented. Other signage was presented. Creative used to promote Epic Discovery was presented. It was noted that testing creative with Front Range and in-state 3 audience should take place soon. Discussion ensued about testing creative. It was noted that testing could come out of fund balance and was noted that event budget might a better place to pull from budget. Discussion ensued about specific target audiences to test creative with. It was asked if messaging was shared with lodging community and it was answered that is has been shared with them. A video was shown about Epic Discovery. It was noted that a map specifically for Epic Discovery will be offered and a lodging package is also being offered.  Motion to move forward with integrating Epic Discovery visual creative into summer campaign. Dawsey/Thurnauer. Pass unanimously VII. Email Update– Hannah Eflin Vail Resorts - see slides for details Hannah introduced herself and her role. Vail summer email marketing planning was presented. Specific segmentation was presented. Goals were presented. A report will be presented in June to evaluate what is working so far. Nest steps were presented. VIII. Front Range/Destination Media Update - Meggen Kirkham SITE - see slides for details Front Range broadcast recap was given. Schedule was presented. Radio plan was presented. Front Range out of home/outdoor marketing was presented. Houston targeted messages were presented along with timeline for promotion was presented. Dallas messages, timeline and plan for promotion was also presented. Chicago in-market promotions were presented. Discussion ensued about placements and targeted markets. IX. LA Air Media Plan - Meggen Kirkham SITE- see slides for details LA marketing for direct flight details were presented. It was noted that the strategy is a very targeted effort. A map of zip codes being targeted were presented. Additional efforts using targeted ads shown to people in LAX was presented. Traditional media value recap was given. It was noted that there were some good negotiations as a result of traditional media buy. X. Summer Packages - Meggen Kirkham SITE – see slides for details Packages and offers were presented. It was noted that the term “mid-week” is not used in advertising. Summer offers media flow was presented. Packaging weighting for destination visitor was presented. It was noted that the right messages are being used for the right media. XI. Research Update - Chris Romer VVP – see slides for details It was noted that there is not any new data to report. RRC is doing Intercept studies starting June 10 during Mountain Games in Vail Village and Lionshead. RRC is also doing Town Of Vail surveys. Similar to last year there will be a mix of surveys with email follow up for each. Long intercept study will also take place for historic benchmarks. Looking to do 800 surveys of each, 1600 total. Hoping to have more data. Mid season report and end of season presentation will take place. Surveying takes place through mid-September. It was noted that the questionnaire came 4 from VR that was used last year so year-over-year comparisons can take place. It was asked how many email follow up surveys will take place and it was answered that both the short survey and long survey participants will both be offered to take email evaluation. XII. Other Business 
 Duncan Horner Vail Valley Foundation (VVF) gave an update about KAABOO and noted that meetings and Vail Town Council engagement have been taking place in working toward event approval. On May 26, there will be a public forum for the event and it was encouraged to promote that event. KAABOO is moving forward and meeting key market and timing opportunity and Vail brand. Timing might be an issue with event owners and VVF is hoping to lock down event as soon as possible. Other KAABOO events taking place in the U.S. were reviewed. It was noted that this event is more than a musical festival and it promoted as more than one. Average age is closer to 40 and implies a level of affluence. A booklet was passed out about KAABOO. Discussion ensued about timing. It was noted Vail Town Council is more comfortable with a July decision and wants to give proper time to meet with Vail Rec District and Betty Ford Alpine Gardens to address concerns. It was noted that this event may not grow too large event for another 5 years. It was noted that plan for damage must be presented and in place before that time. It was noted that is a rare opportunity to bring this event to Vail and the VVF was thanked for their work. All the vendors were thanked for their work and plans for this year. It was noted that DestiMetrics look great for summer and the board is excited and feels good about efforts. Cactus was thanked for putting together a KPI tracker. A joint meeting with CSE on June 1 is taking place and it was asked that VLMDAC attend to provide input for 2017 allocations for RFP. 8:30-9:15 a.m. will be the VLMDAC portion of the meeting. Recruiting events will also be on the agenda for that meeting as well as Cactus presentation of VLMD 2016 Summer creative. Sybill Navas was thanked for her hard work and will be retiring. Job position is posted on the Town of Vail website. Starting next Thursday, (5/26) it was noted 100 meeting and association planners from around Colorado will be in town and are capable of brin ging a lot of business to the area. It was noted that this location has a higher attendance rate than other locations in CO. The number of planners coming is a key business component from a group sales standpoint. This group has been provided some funding for events from VLMDAC. It was noted that TTRA and Municipal groups would also be coming to Vail in June. It was asked if a calendar of when these groups in town could be disturbed and it was answered that the VVP can communicate to the lodges about this request. Jim, John and Kelli were thanked for Town Council strategic plan presentation. It was noted that it is helpful having Jenn’s support. 5 XIII. Adjournment – Herron/Dawsey Upcoming Meetings: 
 Joint meeting with CSE, Wednesday, June 1, 8:30 a.m. Council Chambers VLMDAC Meeting – June 16, 8:30-11:30 a.m. Antlers