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HomeMy WebLinkAboutVLMDAC minutes NOV 2016 FINAL 1 VLMDAC & CSE Joint Meeting Minutes Vail Local Marketing District Advisory Council Thursday, November 17, 2016, 8:30 AM – 10:30 AM
Antlers Lodge VLMDAC Members Present: Phil Metz (Vail Resorts) Laurie Mullen (Vice Chair) Skip Thurnauer Jenn Bruno (Vail Town Council) Jessie Klehfoth (Vail Recreation District) John Dawsey (Colorado Mountain Express) (Treasurer) Michael Holton (Vail Valley Medical Center)
 VLMDAC Members Absent: Beth Slifer (Chair) Also Present: Kelli McDonald (Town of Vail) Meggen Kirkham (Site) Kristin Yantis (MYPR) Satchele Burns Ellie Bray (Vail Resorts) Haley McNeill (Vail Valley Partnership) Carlie Smith (Town of Vail) Laura Waniuk (Town of Vail) Ernest Saeger (Town of Vail) Kim Newbury-Rediker (CSE) Mark Gordon (CSE) Barry Davis (CSE) Alison Wadey (CSE) Gabe Shelley (Vail Resorts) Suzanne Silverthorn (Town of Vail) Chris Kremer (Ski Haus) Danita Demboske (Town of Avon) Shelley Woodworth Amanda Zinn (Town of Vail) Patrick Davis (Vail Marriott) Kendyl Severino (Vail Resorts) Alan Cardenas (Wyndham) 2 I. October 2016 Monthly Financial Report – Carlie Smith Town of Vail – see packet for details. Revenue is at $2.4, and will be $2.6 million after this month. It was noted that there are some delays for Vail Cascade reopening. The new Holiday Inn (Hilton Doubletree) will also be pushed back. It was noted that finding subcontractor s right now has led to some delays. The Frontages Roads will be open both ways now and begin to ease congestion. Some projections might need to be scaled back. II. Approval of October 20, 2016 Meeting Minutes Dawsey/Bruno– passed unanimously III. CSE Allocations for 2017 Mark Gordon – see slides for details Background on the CSE was given along with propose of CSE. Strategic plan was reviewed along with collaborative efforts between CSE and VLMD. Funding evolution process was reviewed. An overview of successes was presented. It was noted that for every $1 spent on an event, there is a return of $1.32. It was noted that events have an impact on resources and staff and that is why Laura Waniuk and Ernest Saeger now work directly with event promoters/events. It was noted that 14 new events were added. 2017 newly funded events were reviewed. It was asked how much funding there is in the VVP fund for sports events and it was answered that there is about $30k for those events. Discussion ensued about funding sustainability, changes in duration of events and sponsorship. It was noted that Top Self Harvest and Vail Film Festival received funding in the past and are not receiving funding this year due to historical performance of the events. It was unclear if those events will happen without CSE funding. 2017 strategies were presented. Discussion ensued about new events. It was noted that criteria for new events requesting significant funding will be created and reviewed by CSE, staff and event promoters. Discussion ensued about collaboration with the Vail Recreation District (VRD) and it was noted that it is an evolving process and event producers will be expected to get approval from VRD board for use of facilities before CSE funding is granted. Discussion ensued about future of events and the importance of collaboration for these events. It was noted that having a subcommittee consisting of VRD, VLMD and CSE members might be helpful. Discussion ensued about funding and how much it takes beyond a CSE investment to hold an event and the proper process for funding and budget increases. IV. Welcome Center Update- Amanda Zinn see slides for details Amanda was introduced along with her experience. Facts about the welcome centers were reviewed. It is estimated that over 100,000 guests use the facilities annually. Goals of the welcome center were reviewed. It was noted that a staff has been hired for welcome centers, 3 full time employees and a handful of part time employees. Mark Christie and Chris Hartman are full time. Part time 3 employees were introduced as well. Community host program details were given. 50-60 hosts volunteer seven days a week and 60,000 interactions annually. Based out of Lionshead. Regular mountain meeting updates will take place with VR and Community Hosts to offer more info and collaboration between town and Vail Mountain. It was noted that more data is needed and is a goal for the future along with improving experience. It was asked what the breakdown between summer and winter interactions during the 100,000 interactions and it was answered that the data is available and can be provided. VLMD was thanked by Suzanne Silverthorn for collaboration in finding this new partner and noted the service and professionalism. Discussion ensued about conversions and data collection to help increase those conversions. It was noted that RRC has some data collection opportunities. V. MYPR Press Trip Survey Results Kristin Yantis – see slides for details Insight about the survey results was given and background on survey along with intent of survey. About 140 media responded. Details of survey were explained. Key findings were reviewed. It was noted that 23% of journalists are on assignments but most don’t have a story until they experienced Vail. Group trip themes that have worked were reviewed and noted as a possible opportunity for future trips and looking to move away from more group trips. Survey showed that journalists prefer to travel alone. It was noted that family bloggers typically bring a child as their guest. It was noted that some want specific itineraries and others want less of schedule and both will be offered. Observations were reviewed and explained. It was asked when the subcommittee meets and it was noted that they have met twice and looking to have more time to meet. VI. TV8 Proposal SITE – see packet for details Cross-promotional opportunity with TV8 was presented. Viewership was reviewed. Three proposals were presented. It was asked if interviews are included and it was answered that yes they are but it has been a struggle to make it work. 6-7 interviews are usually included in media buy. Discussion ensued about success rate of cross sell advertising efforts. It was noted that more options to spend $24k need to be presented, instead.  Motion to not move forward not with TV8 proposals Bruno/Holton. Passed unanimously. Other advertising options will be addressed in the first of year. VII. Discuss Next Steps for 2017 Tactics – All – see slides for details After receiving research, the partners feel they need to spend more time with data and understand it and delay tactics till January. It is a 90 -page document. Shift in tactics will include individual personas. Cactus will fine tune approach. It was noted that this approach is how tactics should be planned moving forward. The goal is to move toward a more comprehensive way to grow personas and being able to segment personas and continue to refine approach through continued data understanding. Discussion ensued about staying in a leadership position. 2016 & 2017 results and goals were reviewed. It was noted that August 4 data will be sent out with September data in a week or so. Target audiences were presented. It was noted that data shows that every channel isn’t effective for every persona. International audience focus was reviewed. Overarching goal and 2017 marketing objectives were presented. 2017 strategies were presented. Year-over-year budget shifts were presented. VIII. Intercept Study results – Kelli – see packet for details Mix of overnight visitors was reviewed. It was noted that the international market was down this summer. Zip code data was presented. It was noted that areas of most visitors are concentrated. Behaviors by age were presented. It was noted that an additional 300 business licenses have been given out for rent by owner businesses, believing 750 exist and a survey will take place to understand that booking data. Prior visitation data was reviewed. It was noted that parking issues will come up from this summer and there is management processes in place for next summer. States of origin data was presented. Discussion ensued about areas to look at research. Additional data will be provided to partners. IX. Other Business Parking pass reminder and it was noted there is an extra week of free parking before Vail Mountain opens. Open spots on VLMD letters are due Nov. 29. Creative assets will be coming via Dropbox next week. Tactics presentation will happen January 19.  Motion to cancel December meeting to have tactics meeting on January 19, 2017. Dawsey/ Thurnauer. Passed unanimously. X. Adjournment – Dawsey/Thurnauer Upcoming Meetings: VLMDAC – January 19, 2017, 8:30-11:30 a.m. The Antlers