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Home My WebLink About01. VLMD minutes March 21 2019DRAFT Vail Local Marketing District Advisory Council - Monthly Meeting- Minutes Thursday, March 21, 8:30 am Grand View Room AGENDA - March Meeting Link: https://vailgovrecords.com/WebLink/Browse.aspx?id=539876&dbid=0&repo=TownofVailLaserfiche&cr=1 In attendance: Matt Miano – TOV Jenn Bruno – TOV Yanni’s Benjamin – Vail Mtn Jana Morgan – Sweet Basil Laurie Mullen – WVLM Beth Slifer – VLMDAC Skip Thurnauer – VLMDAC Esmarie Faessler – Sonnenalp/VLMDAC Jessie Klehfoth – VLMDAC/VRD Mia Vlaar – TOV Chris Romer – VVP Hannah Eflin – Vail Mtn Meggen Kirkham – Site Mktg. Kristin Yantis – MYPR Hannah Green – Cactus Ainslie Fortune – Cactus Carlie Smith – TOV Jessica Sweetin – Vail Mtn Marrit Zoll - VVP Robert Prechtl – MAC/ In Room Productions Samantha Biscantz – CSE Matt Walsh – Central Res Pat Glackin – Central Res Ashley Ojala – Deadline Motion Henry Hougen – Deadline Motion • Monthly Financial Report (5 minutes), Carlie Smith See slide #3 for details. Comments: suggestion to consider the fund balance and relevant guidelines regarding possible reallocation. • Approval of February 21, 2019 Minutes (5 minutes), Board Clarification question from February minutes, page 6, regarding the suggestion for Board members to attend the monthly CSE meeting: the request is for Board members to attend the monthly meeting as often as possible. If members will divide the schedule (each person try to volunteer at least once) on a rotating basis in order to share this responsibility, the hope it that the meeting will be attended by at least one representative from the Board regularly. (This is regarding the monthly CSE meetings, and is in addition to the yearly meeting already scheduled to include the Board.) Request for Mia to provide relevant information in order to get a schedule of volunteers. Motion to approve February 2019 minutes: Motion Laurie/ Second: Skip/ Approval Unanimous • Board Training (15 minutes), Matt Mire Matt is the attorney for the Board, and attended today to provide some training and information for Board members. Matt is in attendance at the Town Council meeting every Tuesday, lives in Minturn, and has been the lawyer for the Town for twenty years. Board members are invited to call him with any questions or issues for private discussion. Matt reviewed important legal information: -Board members are insured and protected as long as they are within their scope of employment. -Members are encouraged to be self-aware and recognize any conflicts of interest when voting, and if anyone has any questions regarding this, please call him. -Regarding email exchanges among members, Matt reminded everyone to follow the proper protocols: please email Mia your correspondence for appropriate distribution and communication, not each other. The Municipal League makes available a “Handbook for Public Officials.” Question re: where to obtain this? Link to Colorado Municipal League’s online page, Top Resources for Newly Elected Officials: https://www.cml.org/newly-elected-resources/ (From this page, select resources from the drop down menu, then publications, then search publications and events to find the handbook in the online store. (See Fig. 1.1, below). Matt Mire mmire@vailgov.com, 970.390.4941 • Public Relations Update (10 mins), MYPR, Kristin Yantis Kristin presented a recap of the Los Angeles media visit (see slides). The marketing team had taken some time off from this market ( last visit was 2016). They met with about a dozen writers in 2.5 days. Takeaways: L.A. groups don’t typically go further East than Utah in the summer. The L.A. Times has the second largest travel section in the U.S., behind the New York Times. Travel Agent Magazine does a “live like a local feature,” this is a possible good opportunity, suggestion to perhaps feature Mayor Dave Chapin? Flaunt Magazine (Hollywood satirical fashion and culture), C Magazine (Southern California) and Arroyo (Pasadena lifestyle) magazines are interested in coming out to cover Vail. • Email & Web Update (15 minutes), Vail Mountain Marketing, Hannah VailSummer.com is completed, additional projects in progress. (See slides for details). Hannah presented their summer transition timeline, and explanation of the three homepage phases and timelines. Reviewed details for resort closing date and surrounding transitions to summer information, summer trail maps, event calendars, etc. which flips back in September. Each phase was presented with details and features for summer information (see slides for details.) Question regarding Restaurant Weeks- Spring dates are listed, but October dates are missing on the calendar. (Will be forthcoming when dates are confirmed.) Question re: is there anything new/different for Epic Discovery? A: not in 2019. Question re: what demographic information is collected on the dedicated summer platform? A: Data capture is not as sophisticated as the winter efforts at this time. Comment: thanks to everyone for their efforts working on summer platforms! • Video Update (10 minutes), Deadline Motion Presented B-roll video; this raw footage is sent out in the media tool kit that goes to lodging partners. The footage is approximately 5 minutes of the “best of the best” footage they have (showed video). This is available to anyone who wants to utilize it upon request. This has been pre-distributed to all lodges. Anyone else who would like to have access to this, please request it through Mia. Question/discussion re: has this b-roll been available before, how often has it been requested, and by whom? A- this year, the distribution efforts were more proactive, but typically they do not get many requests for video. Kristin can send pitch with a link. Comment re: is there room to be more proactive to distribute this to event producers, etc. The Vail Valley Partnership distributes this to groups coming; often those who have already selected Vail utilize it to showcase their upcoming trip. • Creative Review By Audience (30 minutes), Cactus team Ainslie presented a recap of the 2019 audience categories, (three actively targeted groups), a recap of each audience strategy, and how each is reached. (see slides for details) 1) Destination parents- video examples were presented of the targeted brand ideas, i.e., “Rites of Passage” video designed for parents and served to teens. Reviewed the click and completion rates for these videos, showing numbers are up (see slide- Brand Video Test) Recap- $900 spent, with results showing 75,000 impressions, which is a great return on money spent. 2) Destination teens- Hannah reviewed organic efforts; various efforts/channels being used to target teens, including Facebook, Instagram, Twitter, YouTube. Presented recap of followers. (see slides) 3) Super Boomers & Front Range- Ainslie presented audience recap (see slide). Videos presented: “Hero Parent” and targeted teen spots; with a booking push for June - currently setting up promotion for the “book by June 1st” messaging. The message is to promote videos with a “book by the deadline for best available rate” message. The 30 second spot is used most commonly on television spots; the longer 60 second spot is on the website. Recommendations for Additional $200K (30 minutes), All Partners SEE SLIDE FOR DETAILS Board approval at last Council meeting for the funds from the Colorado Classic (see slide for details and amounts approved). Slides presented detailing proposals and suggestions for the additional 200K. Additional discussion: regarding opportunities for additional spend in Texas market, Dallas is the top origination market. Discussion re: splitting funds between Dallas and Houston, versus focusing efforts only in Dallas. Several members voiced support for Dallas-focused efforts. Question re: social media influencers and bringing teen influencers on board. These ideas have been discussed some before, but priorities were shifted in the past based on budget cuts; however, can revisit these ideas. Additional considerations: the marketing teams have been tasked with impacting this year, and focus is specifically impacting this coming summer. Recap of funds to be used and/or under consideration for use: 200K from Colorado Classic 200K additional from revenues And, additional amount in fund balance Discussion re: continuing to explore and reassess how to utilize these monies, and discussions will continue. Comment re: priorities on this additional spend should focus on opportunities that are safe and easy to implement. Request to consider a “teen influencer,” comment re: need to do additional research on teens in the destination markets, and not just locals. Question re: B-roll- is there any footage of the mountain coaster? Can this be included in shoots? Has not yet been included, difficult to shoot. Question re: Harvest Dinner- this has not been done in several years, suggestion to revisit this in August to possibly do again this year. Discussion re: other possibilities, Peter Greenberg has a radio show that also runs as a podcast with good online media presence. Only 5K to bring him in, but very worthwhile media reach. PeterGreenberg.com Additional discussion re: for the 1st 200K, the focus has been to get back to previous spending levels Motion for VLMDAC to recommend to approve the proposals for 200K from Colorado Classic and incremental 200K: Motion: Skip / Second: Laurie / Approval: unanimous Next meeting: decide on fund balance • Other Business Discussion on amounts and intent for money proposed for “summer retail crisis” Daily occupancy report – highlighted information pulled out of areas which need attention. Suggest proactive approach. Months all behind on occupancy right now except July. Questions and discussion re: making sure this is addressed. Comment re: affirmation that the Board voted to continue with Panama marketing focus. International report will be given at the next meeting; also Kim Brussow will report on groups. Discussion re: creating a template for reporting. Question re: Vail Mountain School group info- this is slated for after May 1st. Students could not make the April meeting, so this will be presented in May. • Adjournment Motion: Laurie / Second: Skip / Approval: Unanimous Next VLMDAC Monthly Meeting, Thursday, April 18, 2019, Grand View Room Figure 1.1