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Home My WebLink AboutVLMDAC minutes Sept 2016 FINAL 1 Minutes Vail Local Marketing District Advisory Council Thursday, September 15, 2016, 8:30 AM – 11:30 AM Lionshead Welcome Center – Grand View Room VLMDAC Members Present: Mark Herron (Four Seasons Resort Vail) Kendyl Severino (Vail Resorts) Laurie Mullen (Vice Chair) Skip Thurnauer Beth Slifer (Chair) Michael Holton (Vail Valley Medical Center)   VLMDAC Members Absent: Jenn Bruno (Vail Town Council) absent Jessie Klehfoth (Vail Recreation District) John Dawsey (Colorado Mountain Express) (Treasurer) Also Present: Kelli McDonald (Town of Vail) Meggen Kirkham (Site) Kristin Yantis (MYPR) Janet Bunning (Cactus) Erin Smith (Cactus) Satchele Burns Ellie Bray (Vail Resorts) Haley McNeill (Vail Valley Partnership) Jack Affleck Carlie Smith (Town of Vail) Mark Christie (CSE) Jesse Froeschle (Vail Cascade) 2 I. August 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. Revenue is at $2.2 million and at 72.5% of revenue and pacing on budget and at the same pace as 2015. Ended last year at $3.2 million. Currently, at 72% of budgeted expenses for the year. Pacing 1.8% ahead of budget. It was noted lodging collections have been great this year. It was noted that with Vail Cascade being under remodel, it is good that lodging is up. It was also noted that The Lion will be open in mid-January and some units are selling now. The Vail Cascade has a new general contractor and construction crew and hope to be open by the holidays but not taking reservations. When there is an official announcement ready, the Cascade will send VLMD info. The name has not been announced yet. Retail numbers are down and discussion ensued and it was noted the retail community noticed that parking was an issue and they are working with the town to find a solution. Oct 4. Work session with Vail Town Council will address this issue and take public input. II. Approval of August 18, 2015 Meeting Minutes Thurnauer/Mullen – passed unanimously III. Aerial Shot Update – Satchele Burns, Jack Affleck, Cactus, SITE – see slides for details Aerial footage has been shot since the last VLMDAC meeting. A sample of footage was shown. It was noted that Vail Mountain was a very helpful partner in efforts to capture footage. The footage was well received and Satchele was thanked for his work. More polished pieces will be created and distributed to Cactus for digital use. It was also noted that Vail Mountain videographer can help with drone footage next summer. Satchele noted that he is working on the application process for new drone laws. Discussion ensued about footage. It was noted that still photography has not yet been shot due to wind and weather issues. Discussion ensued about weather issues and options for another shoot. It was noted that there is money in the next year’s budget to get the needed photography. Discussion ensued about future use of aerial footage. Mark Herron was thanked for his time on the board and it was noted that he will not be returning as a board member in October. IV. Creative and Digital Cactus Erin Smith, Janet Bunning – see slides for details It was noted that the digital campaign wraps up for the summer this week. Campaign details and benchmarks were presented. It was noted goals are being met. The market overview was presented, Denver and LA were top markets. Creative performance was presented. Dallas air message was extended late in the summer and was a strong message. Other messages are preforming at or above benchmark. Gourmet on Gore campaign details were presented. KPI’s were presented. Audience engagement was presented. Digital banners were presented. Video was presented. The monthly report that is included in digital packets was handed out. Fall events video was presented. Discussion ensued about transition into fall and winter video to showcase year round destination. Fall footage will be 3 shared for social media use. VR transitions were explained. Phil Metz from BC will take over for both mountains for sales and marketing. Kendyl Severino will be handling branding. Brooke Skjonsby is now brand experience manager to improve guest experience. It was noted that most VR teams are changing roles to include these positions. V. 2017 VLMD September 20, 2016 budget & operation plan – All – see slides for details Presentation was previewed. 2016 results and 2017 goals were presented. Sales tax and 5 year goal results were presented. It was noted that goals are currently being exceeded. Occupancy levels for the last 3 years were presented, it was noted that is above goal by 2%. It was asked if Vail Cascade rooms were included in numbers and it was noted that they were not. Year-over-year group growth was explained. Visitor mix goals and results were presented. NPS was reviewed. It was noted that it is a conservative number. Travel trends were presented. It was noted that Vail is an industry leader. Awareness and motivations by audience were explained. It was noted that Vail.com will be responsive and able to book via mobile device now. Target audiences were presented. It was noted that leisure destination is expected to go up in the next year. It was noted that some efforts are being studied to understand Air BnB and other rental options to encourage businesses to apply for a business license and pay lodging tax. 2017 strategies were presented. What’s new for 2017 was presented. Summary of reasons for 500k budget increase over last year, were presented. Discussion ensued about budget increase ask. Budget allocation graphs were presented. 2017 year-over- year budget shift was explained. Videos to be shown for presentation were shown. It was noted that Cactus gave a full creative presentation to Council earlier in the year. Discussion ensued about showing aerial footage at meeting too. VI. Other Business VII. Adjournment - Slifer/Mullen Upcoming Meetings:  VLMD 2017 Operating Plan Presentation, September 20, 2016, Time TBD, Vail Town Council Chambers   VLMDAC Meeting, October 20, 2016, 8:30 – 11:00 AM, The Antlers Lodge  VLMD 2017 Budget Resolution, November 1, 2016, Time TBD,  Town Council Chambers  