HomeMy WebLinkAbout5.18.17_Minutes_DRAFTVail Local Marketing District Advisory Council
Thursday, May 18, 2017, 8:30 – 11:00 AM
Antlers Lodge Caribou/Pronghorn Room
VLMDAC Members Present:
Laurie Mullen (West Vail Liquor)
Jessie Klehfoth (Vail Rec District)
Skip Thurnauer
Jenn Bruno (Vail Town Council)
John Dawsey (CME - Treasurer)
Phil Metz (Vail Resorts)
Scott Gubrud (Four Seasons)
Absent:
Beth Slifer, Chair
Also Present:
Kelli McDonald (Town of Vail)
Kendyl Lee (Vail Resorts)
Melissa Delekta (MYPR)
Anna Robinson (VVP)
Satchel Burns (Deadline)
Jack Affleck (Jack Affleck Photography)
Laura Waniuk (TOV)
Meggen Kirkham (SITE)
Samantha Biszantz (CSE)
Mark Gordon (CSE)
Allison Wadey (CSE)
Rayla Kundolf (CSE)
Jenny Viditz-Ward (Vail Resorts)
Ernest Saeger (TOV)
Dave Neff (Vail Resorts)
Hannah Eflin (Vail Resorts)
AGENDA:
Approval of April 20, 2017 Minutes (5 minutes)
Vote to Approve April 20, 2017 Minutes
- Motion/Second/Passed (Jen Bruno/Phil Metz/Unanimous)
April 2017 Monthly Financial Report (5 minutes), Kelli McDonald
Sales tax YTD is down nearly 8%. Discussion ensued regarding where the decrease is coming from.
Lodging sales tax is up despite Hotel Talisa being closed, but fewer rooms are hurting retail sales.
Restaurants are flat. TOV plans to combine figures from March and April for 2014, 2015 & 2016 to
account for Easter moving around on the calendar. Initially summer sales tax revenue was projected to
be down, but those figures have been revised to be up for the 2017 summer. Expenses YTD are as
expected. VLMD needs to study and understand spring break report in detail. Discussion ensued
regarding what happens when you don't hit budgeted tax revenue? Lodging/ VLMD has never been
affected – large reserves balance any shortage.
CSE Strategic Plan Review (30 minutes), Commission on Special Events Members
The Commission on Special Events’ Strategic Plan is updated every 5 years – CSE did not need to
reinvent the wheel this year as things are moving in the right direction. Overview of changes made to
strategic plan (see slides, all changes are in red). Review of upcoming strategic plan review schedule.
Review of CSE pillars (see slides) - discussion ensued regarding roadblocks/challenges related to pillars
and other influencing factors (such as calendar, location, distribution across pillars.) Review of the
purpose of CSE (see slides). Review of strategic principles, especially the role of the CSE in providing
guidance for producers as a means of support for successful events. Discussion ensued regarding the
difference between seed funding vs consistent funding and getting "bang for the buck." Update to post-
event review process – CSE no longer relying on the producer’s research, rather they will fund their own
research by a 3rd party that is consistent across all events and results will be used in next year's RFP
evaluation process. Communication, cooperation & coordination - make it easy to produce events in Vail
and work together. Discussion ensued regarding the TOV Event Review Committee - one person from
every department at TOV, approximately 60 days before event occurs so questions and concerns can be
addressed. Discussion regarding the CSE’s view on any “holes” in the calendar? The Craft Beer Festival
was moved to a higher need period, Memorial Day continues to be a challenge. Recruiting events is
picking up (14 applications, 7 of which were funded). CSE is always asking events to evolve (I.e. Add
days, etc.)
Summer Content Calendar (15 minutes), Kendyl Lee - VR
Review of last month’s vote to approve content manager and introduction of Dave Neff. Dave is the VR
winter content manager and will now take on summer, so there should be good synergy. Review of draft
content calendar (see electronic copy). Plan is focused on the places each segment will engage. Summer
email blasts scheduled for May 30th, June 7th & July 24. Plan to test family vs non family segments.
International Update (15 minutes), Jenny Viditz-Ward - VR
Jenny just returned from the “Vail Verano” Mexico trip. Kicked off with an event hosted by Porsche,
(whose owner is a Vail skier) and featured Satchele's video. Next event was a gourmet cruiser bike tour
where participants rode to a park (see slides for photos of Vail branding) and then completed three
challenges, winners received a package including lodging in Vail, round trip air & one week car rental.
This event was focused on media the first day, high end direct consumers the second day. The event
wrapped up with a 200 person picnic. Many great connections made – owner of Frye Boots, Owner of
Televisa (owns two units at the Ritz in Vail), famous Polo Player with potential to bring a polo event to
Vail.
The Dance Festival is happening right now in Mexico City – Vail brand is represented with
choreographed routine featuring the seasons in Vail and Satchele’s movie playing at intermission.
Pushing heavily on “Vail Loves Mexico” messaging to combat current political climate and increased
pressure from Canada in the Mexican/Latin American market. Plan for fall is to move “Vail Snow Ball”
event in Mexico up to October 18th and create a video featuring interviews with pillars of Vail
community talking about why they love Mexico, then having those people come out after the movie.
Next up: Panama & Columbia – recently landed a COPA Airlines flight to DIA starting Dec. 11. Three FAM
tours with Malen-Yantis PR, Showed video of Mexico trip.
Creative Executions (45 minutes), Kendyl Lee - VR (Cactus team couldn’t make it due to weather)
Digital Performance - results are incredible for Dynamic Families segment. A good click through rate
(CTR) is .1% - we are performing at a .17%. Active Professionals: Good impressions, 90% Video
Completion Rate. Super Boomers: highest impression level. Mobile impressions are strong. (See slides
for all stats)
Review of brand commercials since many were absent last month. Viewed event commercials.
Discussion ensued regarding: sharing the assets, how can we distribute through other channels (I.e.
Lodging). There is a photo portal, but not a video sharing system in place. Need a push strategy vs.
“come and ask” strategy for sharing assets. Discussion regarding decision to put marketing dollars
behind Kids Aventure Games when it's been sold out for a month. The marketing is for brand/spectating,
not registration. Mud Run is open to all. This event is on the docket to discuss during RFP process - how
can it expand and grow? What resources are needed?
Review of OOH air marketing.
Photo/Video Shot List (20 minutes), Kendyl Lee - VR, Meggen Kirkham – SITE (Cactus team couldn’t
make it due to weather)
New audience-drive strategy of shooting based on story, not based on gaps in the photo library. Portray
the audience – not the brand - as the hero of the story. This summer will be a hybrid strategy (fill gaps
and tell story). Summer focus by segment: Family: this category has the most coverage, focus on hiking
& town; Active Professionals: hiking, patio/decks, town, concert, nightlife; Super Boomers: hiking,
relaxation, golf, town dining. Currently very small inventory for this segment.
After evaluation, it has been determined that a drone is better for town shoots, rather than helicopter.
Plan is to use the savings from the helicopter to boost production value, art direction, talent and styling
of both still and video shoots. Discussion regarding synergies between photos/video (shooting at same
time - shooting with intent & story in mind before the shoot, as opposed to after) Discussion regarding
budget/funding – does this require a vote? Decision was no vote necessary since the funds will still be
used for photo/video purposes. Discussion pointing out that this strategy will produce quality vs.
quantity and this is a shift from previous shoots. Will take two summers to get to 100% storytelling
strategy
Review of event-related shot list – events will continue to follow the “fill the gap” strategy for the time
being (see slides for priorities). Photo shoot dates to come next month.
VLMDAC Members Visit to Aspen (20 minutes), TOV
Arriving in the morning of August 21st and staying overnight at the Limelight – Pete Hayda is organizing
all lodging. Arrive around 10am for a visioning session followed by lunch.
Kelli is working on setting up meetings with the Aspen Chamber Resort Association (Debbie Braun), Stay
Aspen Snowmass (Bill Tomcich), City of Aspen (Don Taylor, Mitzi Rapkin). Review of discussion topics for
the trip (see packet for list). Please send any additions/edits. Discussion regarding how the lodging
community would like to see Aspen's segmentation, occupancy, etc. Need to plan ahead for data
sharing. Discussion regarding whether or not Aspen has Epic Discovery-esque activities? Not yet, but
they are in USFS permitting process.
Other Business
Kelli will condense presentation for upcoming lodging meeting and send around before the council
meeting.
TOV is delaying budget process because the Town Manager search is being extended. Hope to have
approximately 12 new candidates by Tuesday. They are using the same recruiters but with a new
contact. They have all hands on deck and are serious about finding the right candidates.
Adjournment
Motion/Second/Pass (Skip Thurnauer/Jenn Bruno/Unanimous)
Upcoming Meetings:
VLMDAC Meeting, June 15, 2017, 8:30 – 11:30AM, Antlers Lodge
VLMD Meeting, June 20, 2017, approx. 1:00PM, Council Chambers