HomeMy WebLinkAbout2019-09-03 VLMD MinutesVLMD Meeting Minutes of September 3, 2019 Page 1
Vail Local Marketing District Meeting Minutes
Tuesday, September 3, 2019
1:00 PM
Vail Town Council Chambers
The regular meeting of the Vail Local Marketing District was called to order at
approximately 1:10 P.M. by Chairman Dave Chapin.
Members present: Dave Chapin, Chairman
Kim Langmaid, Vice Chairman
Jenn Bruno
Travis Coggin
Kevin Foley
Jen Mason
Greg Moffet
Staff members: Patty McKenny, Interim Town Manager
Matt Mire, Town Attorney
Tammy Nagel, Town Clerk
______________________________________________________________________
1. Call to Order
2. Presentations / Discussion
2.1. Review 2020 VLMD Operating Plan
Presenter(s): Mia Vlaar, Economic Development Director, Beth Slifer, VLMDAC Chair
and Carlie Smith, Financial Services Manager
Action Requested of Council: Provide feedback on the VLMD 2020 Operating Plan and
Budget
Background: The presentation will provide for the 2020 Operating Plan and Budget with
information addressing revenues and expenditures as well as some highlights about
future savings and efficiencies
Slifer stated the Vail Local Marketing District Advisory Council (the VLMDAC ) was
recommending a strategic plan and budget that would empower the VLMDAC to
succeed in its goals and objectives, while initiating bold tactics that would allow them to
effectively market our destination. The following were the recommended shifts to the
2020 budget:
Allocate new funds for continuation of web development, data warehousing and
3rd party data sourcing efforts started in 2019
Implement new Paid Email program to ensure email program continues
Increase asset capture by 33% to ensure tactical asset capture
VLMD Meeting Minutes of September 3, 2019 Page 2
Decrease of 6% in traditional and digital paid media in Destination markets
Decrease of 21% in traditional paid media in the Front Range; focusing on need
times and event-driven messages
Decrease social efforts by 28% by streamlining influencer approach and
capitalizing on 2019 social video productions/investments with postdates
scheduled in 2020
Reduction by 38% in paid marketing efforts for the Vail App by focusing on drive
guests and promotion on new website
Council was supportive of the VLMDAC s recommendations.
Moffet made a motion to approve the VLMDAC s 2020 Operating Plan and Budget;
Langmaid seconded the motion passed (7-0).
3. Action Items
3.1. Resolution No. 2, 2019, A Resolution Amending A Budget and Marketing
Appropriations to Pay the Costs, Expenses and Liabilities of the Vail Local
Marketing District, for the Fiscal Year January 1, 2019 Through December 31,
2019
Presenter(s): Mia Vlaar, Economic Development Director, Beth Slifer, VLMDAC Chair
and Carlie Smith, Financial Services Manager
Action Requested of Council: Approve Resolution No. 2, Series of 2019, Resolution
amending the 2019 VLMD budget.
Background: Please see attached memo.
Staff Recommendation: Approve Resolution No. 2, Series of 2019, Resolution
amending the 2019 VLMD budget.
Smith reviewed Resolution No. 2, Series of 2019 with the Council. Smith explained the
$310,000 supplement was to fund the continuation of web development, data
warehousing and 3rd party data sourcing efforts in 2019, in order to launch in time to
impact the entire 2020 season. The VLMDAC was also requesting an additional $8,000
to reimburse Art in Public Places for the Kelsey Montague mural marketing video per
the direction of the Council.
Moffet made a motion to approve Resolution No. 2, Series of 2019; Coggin seconded
the motion passed (7-0).
3. Adjournment
There being no further business to come before the board, Moffet moved to adjourn the
meeting and Foley seconded the motion which passed (7-0) and the meeting adjourned
at 1:52 p.m.
VLMD Meeting Minutes of September 3, 2019 Page 3
Respectfully Submitted,
Attest: __________________________________
Dave Chapin, Chairman
_________________________
Tammy Nagel, Town Clerk