HomeMy WebLinkAboutVLMDAC minutes July 2016 DRAFT FINAL 1
Minutes
Vail Local Marketing District Advisory Council
Thursday, July 21, 2016, 8:30 AM – 11:30 AM The Antlers – Caribou/Pronghorn Room
VLMDAC Members Present:
Mark Herron (Four Seasons Resort Vail)
Michael Holton (Vail Valley Medical Center)
Jim Kellen (Vail Resorts) via phone
Jessie Klehfoth (Vail Recreation District)
Laurie Mullen (Vice Chair)
Skip Thurnauer
Beth Slifer (Chair)
Jenn Bruno (Vail Town Council)
John Dawsey (Colorado Mountain Express) (Treasurer)
Also Present:
Kelli McDonald (Town of Vail)
Chris Romer (Vail Valley Partnership)
Meggen Kirkham (Site)
Kristin Yantis (MYPR)
Melissa Delekta (MYPR)
Hannah Eflin (Vail Resorts)
Ainsley Fortune (Cactus)
Erin Smith (Cactus)
Satchele Burns
Josh Ruark (EGE Airport)
Kim Langmaid (Walking Mountains)
Scott Robinson (Walking Mountains)
Lorena Melott (Vail Resorts)
Ellie Bray (Vail Resorts)
Gabe Shalley (Vail Resorts)
Jill Lammers (Vail Valley Partnership)
Haley Mcneill (Vail Valley Partnership)
Clare Hefferen
Melissa (Emico)
Jill Anderson (Manor Vail)
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I. June 2016 Monthly Financial Report – Kelli McDonald Town of Vail – see packet
for details.
Currently the lodging tax collection is pacing ahead of projections for lodging this
summer. Expenses are pacing at predicted rates and end of year partner report
will determine if there will be any funds remaining or not. Two options for next
year’s LVMD budget for both $3,650,000 and $3,750,000 and adjustments will be
made to present to council for 2017. More info on fund balance will be presented
during the Sept. 20 meeting with TOV council to approve plan.
II. Approval of March 17, 2015 Meeting Minutes Thurnauer/Bruno– passed
unanimously
III. DestiMetrics Summer 2016 Presentation - Chris Romer (VVP) – see slides for
details
A brief intro of DestiMetrics was presented. Participating properties were
reviewed. It was noted that participation wouldn’t change significantly in the
future. It was noted that much of the group bookings aren’t included in current
presentation because of May timeframe. It was noted that group business is up
25% this year. Summer occupancy numbers were presented. It was noted that Vail
is pacing ahead of other mountain destinations this summer. Discussion ensued
about other destinations this summer. Daily occupancy was reviewed. Event
occupancy numbers were presented. It was noted that Town of Vail and CSE are
looking at those numbers in relation to events.
IV. PR Update - Kristin Yantis (MYPR) – see slides for details
Comp set review was given. YTD placement data was presented. It was noted that
Park City has received more coverage this summer over last summer. Qualitative
messages and placements for comp set were presented. Highlights of media
placements were presented. Details from media visits from this summer were
presented. It was noted that 38 media visits in May and June is the highest number
to date and focusing on earlier visits has helped lodging partners that are booked
during most of July, making it hard to host media during peak occupancy times.
Photos from summer media visits were presented. Sample social media posts
from visiting media were presented. It was noted that one journalist from the
Boston Herald, also involved with a national youth diabetes organization, gained
interest in bringing that organization to visit Vail from social media posts from her
stay. Ongoing tactics for the rest of the summer were presented. Placements
featured in Shape magazine, 5280-supplement Traveler publication and Boston
Herald were passed around. It was asked if morning shows still do travel stories
and it was answered that yes they do. Peter Greenberg from CBS has been pitched
many times and has not responded. It was noted he will be in CO for Governors
Conference on Tourism later this summer. It was asked what, if any trends might
happen with Denver Post travel writers leaving the publication and it was
answered that the travel editor has been a close contact and continues to be
pitched. It was also noted that Jason Blevins is moving to Eagle and he is a business
writer for Denver Post and will continue to be working for publication .
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V. Creative and Digital Media update - Erin Smith, Ainsley Fortune (Cactus) – see
slides for details
Erin introduced herself and her role as media planner. Performance of digital
media was passed to board members. All numbers presented were through June
29. Media budget breakdown was presented. KPI’s were presented. It was noted
that “dynamic families” are spending the most time online and showing the
highest engagement. Video additions increased “millennial achievers” audience. It
was asked if there is a need to adjust focus on “super boomers” and “dynamic
families.” It was noted that more should be discussed about future strategic plan.
More information from the remainder of the summer will help to understand
those audience engagement numbers and make adjustments for future plans.
Creative performance metrics and media were presented. Social media highlights
were presented. Epic Discovery engagement and media used was presented.
Overview of optimization to date was reviewed. It was noted that small group of
partners meets weekly and that is where reallocation and changes are made. It
was noted that frequency numbers should be adjusted in 2017 and discussion
ensued about banner ads. It was also noted that VR has launched a hyper local
Epic Discovery digital campaign this summer and many people in the room
commented on seeing those banner ads for Epic Discovery.
TV (:15) bookend spots and Pandora radio spots were presented. “Eco-system” of
media was presented and explained. Discussion ensued about spots presented.
VI. Social/Web/Email - Hannah Eflin (VR) - see slides for details
Summer email marketing list data was reviewed. Highest performing emails were
presented. It was asked how summer email engagement compares to winter and it
was noted that it was very comparable if not higher than winter efforts. Layout
and formatting of email was presented and explained. It was noted that they
continue to test the formatting. Planned July and August email info was presented
– two emails will be sent.
VII. Eagle Airport Flight update - Gabe Shalley (VR) - see slides for details
Inbound passenger booking numbers were presented and explained by month. It
was noted that September is pacing ahead already and it was noted that it is a
growth opportunity. It was noted that capacity from Dallas has changed due to
planes used. Discussion ensued about that route. It was noted the flight is losing
capacity in Denver and should be noted for the future. Discussion ensued about
flight experience through Denver. It was noted that overall, service level should be
improving. Capacity trends in the last four years were presented. Houston results
were presented and explained. It was noted that YTD numbers for this year are not
yet available. 2014-2015 savings was fuel savings and that is something built into
each airline contract. This summer there are slightly higher loads this year over
last. It was noted that hopefully, average rate and load factor continue to go up
this year. It was suggested to keep the Houston flight for at least another year to
be successful and to consider value of flight for 2017. Comp set was presented
both in and out of state and it was pointed out that everyone in comp set is
growing from July 1- August 15. It was asked if VR could include air service in
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future emails for Dallas flight. It was answered that time is an issue to create that
content and VR is not sure if it can be done.
VIII. CTO Great Outdoors - Jim Kellen (VR) - see slides for details
Since the last VLMD meeting, CTO has approached VR with a summer through end-
of-year program. Details of program were presented. Spend would be split
between VLMD and VR and VR and TOV for winter.
Motion to approve CTO spend of $6250, to come from event budget as
presented Mullen/Thurnauer. Pass unanimously
IX. CTO 2017 Opportunities - Meggen Kirkham (SITE) – see slides for details.
Details of distribution for CTO publication were presented. Cost was presented. It
was noted that quality of production of publication would need to be worked out
to have highest quality of branding/media. Discussion ensued about publication.
Motion to approval allocation of $18,000 from 2017 for CTO publication
Thurnaur/Kellen. Passed unanimously.
X. Virtuoso Opportunity - Kelli McDonald/Jim Kellen TOV/VR – see slides for details
Virtuoso was presented, a luxury network of travel agents. Four Seasons,
Arrabelle, Sebastian, Cascade and Lodge at Vail are all members locally. Data from
network subscribers was presented. It was noted that they do n’t have any other
US ski resort destinations. Proposal of $50k investment was presented and it was
suggested that would be split winter/summer and tested for future inclusion of
service. Discussion ensued about potential guest visiting due to use of this service
and potential data that could be collected. It was noted that there is a high
number of Latin American subscribers. Discussion ensued about how many lodging
properties could potentially be involved. It was noted that due to relationships
with journalists, Vail is getting some editorial coverage already through Virtuoso.
XI. Event/Programming Task Force – Mark Herron – see slides for details
Task force details were presented along with objective and goal to find some
events to fill need times. Guest profile and visitation information was presented.
Drive market details were presented. Based on DestiMetrics and historical data,
need dates were presented based on 60% or less occupancy, need periods. Event
growth potential was explained. It was noted that maybe it is to grow current
events instead of adding new events to include other days of weeks or expanding
dates. It was noted that potential sponsorship opportunities were also considered.
List of events with potential were presented. It was noted that dates with
potential would be ideal for both lodging and parking concerns. Discussion ensued
about a future approach for pursuing events.
XII. 2017 Fund Balance Discussion – all
Expense budget is $3.25 million this year, projected $3.75 million next year.
It was asked if there is an opportunity to make contribution to EGE and it was
answered that VLMD can only support marketing efforts but Town Council does
make cash donation to support continuation of flights. It was noted that there is
potential to add another market. EGE Air Alliance is looking at those options for
additional routes. Discussion ensued about current flights. It was noted that Dallas
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is daily and not at financial risk. Houston is three days a week service. There is not
a Chicago summer flight since 2008. There is an LA flight on Saturdays. Discussion
ensued about needing feedback about what might be impactful for future flights.
It was noted that there is no August marketing for flights and discussion ensued.
Discussion ensued about shifting audience messaging in September and October.
Parameters for shifting funds were presented. Examples were given.
Digital planning parameters were presented and explained. Discussion ensued
about audience. It was noted that feedback from millennial on social media
indicated that they cannot afford price point being advertised.
Proposed video additions were presented. Aerial video and photography was
suggested. Discussion ensued about aerial footage.
Traditional media investment strategies were presented. New OOH opportunities
were presented.
It was noted that “big ideas” listed in packet info are other things to consider.
International sales and PR effort ideas were presented. Domestic PR ideas were
presented.
CVent group sales opportunity was presented. Efforts have 440 leads to the
community, 62 group booking and 800 room nights have been tied to that effort
this year. Ideas to use CVent in a different capacity were presented. Discussion
ensued about summer incentive programs.
Big ideas were reviewed. Next steps were presented.
Discussion ensued about prioritizing ideas for future discussion and decisions for
incorporation for 2017 efforts.
XIII. Other Business
Jim Kellen was thanked for his efforts as a board member, Kellen is leaving his
Vail Mountain role to work for VR corporately from Broomfield.
XIV. Adjournment – Dawsey/Klehfoth
Upcoming Meetings:
VLMDAC Meeting – August 18, 8:30-11:30 a.m. Antlers