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HomeMy WebLinkAboutVLMDAC minutes Aug 2016 DRAFT Final 1 Minutes Vail Local Marketing District Advisory Council Thursday, August 18, 2016, 8:30 AM – 11:30 AM
The Antlers – Caribou/Pronghorn Room VLMDAC Members Present: Mark Herron (Four Seasons Resort Vail) Kendyl Severino (Vail Resorts) Jessie Klehfoth (Vail Recreation District) Laurie Mullen (Vice Chair) Skip Thurnauer Beth Slifer (Chair)

 John Dawsey (Colorado Mountain Express) (Treasurer) VLMDAC Members Absent: Michael Holton (Vail Valley Medical Center)
absent Jenn Bruno (Vail Town Council) absent 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) Lorena Melott (Vail Resorts) Ellie Bray (Vail Resorts) Jill Lammers (Vail Valley Partnership) Haley McNeill (Vail Valley Partnership) Laura Waniuk (Town of Vail) Jack Affleck Joe Cleary (Resort App & Vail App) Tom Boyd (Vail Valley Foundation) Jeff Owens (Vail Valley Medical Center) Alison Wadey (VCBA) Alan Cardenes Carlie Smith (Town of Vail) 2 I. July 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. Revenue is at $1.9 million, tracking ahead of last year. It was notedrevenue was tracking ahead of budget and expenses are on budget , so far. Lodging is up 1.6%. July numbers are not in yet. II. Approval of July 21, 2015 Meeting Minutes Herron/ Thurnauer – passed unanimously III. Vail App Presentation – Joe Cleary – see slides for details Joe Cleary was introduced along with his company Resort App. The mission of Resort App was to improve guest experience during the 2015 World Championships. The Vail App is based on Resort App with some improved functionality and Vail specific options for information. It will include all Vail businesses, an interactive map and updates on sales, specials, events and news. The app will launch into beta testing in two weeks andVLMDAC was asked to review it and provide feedback. Background on app and other communities it is currently operating in were presented. “Interactive friend” functionality was explained. Features of the app were presented. It was noted that maps are GPS operated. Way finding features and icons were explained. The Vail App list of functionality was presented and explained. “Way finding” was explained – where you are on a map with a route to where you want to go. It was noted that the way finding is custom designed because it doesn’t exist accurately with google, presently. It was noted that $1450 is what the annual cost to have a listing that includes special or sales and every business is listed by location. It was noted that pricing tiers will be shared with group. It was asked how this would be promoted and answered that a full marketing campaign would take place, 80% of businesses are already on Resort App and have positive feedback about it. The Town of Vail provided support for programming to lower the cost for the businesses to participate with. It will be promoted through welcome centers and Vail.com additionally. Discussion ensued about how it is used, push notifications and customized use. It was noted that the Vail App will only have Vail sp ecific notifications but any business can pay to be included in the app listings and sales/specials feature. It was noted that the map is currently incomplete and does not include West Vail businesses. It was asked how the listing will appear and it was answered by GPS and will be location based, even if the user is not in the Vail Valley or Colorado. Interactive map functionality and customizability was reviewed. The town was thanked for their collaboration in this app. IV. Photo and Video Shoot Update Satchele Burns & Jack Affleck – see slides for details It was noted that due to left over funds, aerial video and still shots have been 3 planned. Due to weather and events happening throughout Vail, it has been a challenge and no footage has been shot yet. The plan to shoot more footage was presented, weather pending, to take place in the next week, based on the forecast. It was noted that Satchele is working with Jack Affleck and helicopter pilots to find a perfect time to do shoot. It was also noted that they have worked with Forest Service on areas that can allow for shooting. Discussion ensued about how strategic this shoot has to be. It was noted that Vail Mountain has been a helpful partner in this process. V. Creative and Digital Media update - Erin Smith, Ainsley Fortune (Cactus) – see slides for details Digital media plan was reviewed. It was noted that all reports included were through Aug. 3. Super Boomers and millennials will be targeted moving forward. Campaign delivery and KPI snapshot was presented. It was noted that KPI’s look good and there is a not drop off in impressions. Impressions by audience were presented. Creative performance analytics was presented. It was noted that event messaging is resonating well with the Front Range audience. Epic Discovery analytics were presented – version 1 was the top performer. It was asked if audience reaction was the expected one or if seasonality has anything to do with it and it was answered that is was strategic because the family segment would be going back to school and was front loaded in the beginning of the summer. It was noted that changes made based on initial impressions led to better interaction, especially with the millennial audience. Social media highlights were presented. Optimizations made to date were presented. Cactus was thanked by Vail Resorts for efforts and impressive digital results achieved. Digital banners were presented for Outlier and Gourmet on Gore, Vail/Beaver Creek Restaurant week and fall promotional digital creative was presented. Step in videos were presented. It was noted that the OOH in Denver is a very impressive location for visibility. VI. Social/Web/Email - Hannah Eflin (VR) - see slides for details Vail Mountain highlights and organic engagement data was presented. Audience breakdown was presented along with engagement t hat resulted and areas for testing those audiences. It was noted that the collaboration between Catcus and VR has been impressive and has made a positive difference this summer. Discussion ensued about that success. It was noted website performance is up along with revenue. The right people are being sent to Vail.com. Epic Discovery page, which is brand new, is the second visited after home page. People are engaged in pagesbut have been hesitatant to purchase tickets online and VR is working to optimize what activities are for better visitor understanding. It was asked what revenue and it was answered lodging is the main one along with activities. “Vail Bug” future promotional uses were discussed. Email marketing details were presented. Upcoming email topics were presented along with timeline for send. VII. Mid-summer Research Report Chris Romer (VVP) - see slides for details RRC conducting Intercept Study this summer, background presented. Aiming to keep past years benchmarks to keep YOY data. Overview of current efforts was 4 presented. Key takeaways were presented and it was noted that occupancy has been strong, town parking numbers are up from last summer and DestiMetrics reports in packets also show occupancy numbers that are up. NPS is up and top geographic targets are also being met. Use of parking areas graph was presented and it was noted that overflow happens mainly during the farmers market. Up 14% for summer months for occupancy and up 10% for industry as a whole. Across the board, lodging is doing well this summer. It was noted that ADR being up and occupancy being up is a good indication and that last summer ADR was up but occupancy was down. Discussion ensued that midweek occupancy by families seems to be up based on conversations people have with visitors. It was noted that Eisenhower Tunnel saw record level numbers coming through this summer. Destination visitor stays were presented and broken down by type. Visitor types were presented. It was noted it is a mix. Visitor by region of origin was presented. Texas and Colorado are the top two markets. It was noted that visits from the Midwest are up. Demographic information was presented. Booking pattern data was presented. Discussion ensued about booking patterns and outlets used for booking. Prior visitation data was presented – 30% of respondents have been to Vail 10 plus times. Reasons to come were presented and it was noted that ‘rest and relaxation’ was the top reason. Activity participation was presented and hiking is the top activity and shopping has increased since last year. It was noted that sales tax numbers for shopping were down and it should be assumed that many are window-shopping. Discussion ensued about activities and guest perception of what hiking is. Net Promoter Score data was presented and it was noted that 87% was the highest NPS in 4-5 years. It was noted that construction and parking are likely the highest detractor and more info and data will be available soon. It was noted that managed parking for next summer might be implemented. Discussion ensued about parking issues and the overall effect it has. Evaluation of experience data was presented. Discussion ensued about Ed Fest and possibility to provide Intercept insights from the event. It was noted that the VVP received Chamber of the Year. VIII. 2017 VLMD Budget and Operating Plan ALL - see slides for details Overreaching goal for VLMD efforts was presented. Vail Town Council action plan was presented. 2017 marketing objectives were presented. 2016/2017 goals were presented. It was asked if 2017 goals can be adjusted and it was answered that they are goals based on strategic plan growth rate. It was noted the political and economical conditions will affect international luxury travel. Discussion ensued about making adjustments to goals to accommodate those variables. Burke results for 2015 were presented. Target audiences were presented and areas of opportunity were discussed. International audiences were discussed. It was noted there are emerging Mexican markets along with Panama. It was noted the direct flight from Monterey to Denver will give Mexican travelers more opportunity for a direct flight. It was asked what kind of Asian market might be coming to Vail and it was answered that they don’t know yet. More information to come. Discussion ensued about Mexican and Canadian travel patterns. 2017 strategies were presented. It was noted that most have not changed due to strong performance. Budget handouts were discussed. 2017 YOY budget shifts were presented. 5 Discussion ensued about why there is increase in some budget items. It was noted that strategy needs to be explained. Discussion ensued about the importance of keeping Vail in a leadership position and being as strategic as possible to achieve those results. 2017 what’s new messaging was presented. Discussion ensued about what’s new for next summer. IX. Other Business  Town of Vail birthday celebration is happening at Donovan Pavilion on 8/23 from 4-6 p.m. No welcome center proposals were selected and Town Council has asked for another proposal from Town Staff. X. Adjournment Upcoming Meetings: 
 VLMDAC Meeting – September 15, 8:30-11 a.m. Grand View Room VLMD 2017 Operating Plan Presentation - September 20, time TBD Vail Town Council Chambers VLMD 2017 Budget Resolution, November 1, time TBD, Vail Town Council Chambers