HomeMy WebLinkAbout14. Proposal for Vail Lodging Liaison- Mark Herron
Town of Vail Lodging Liaison
Proposal Submitted by Mark Herron
Background/Qualifications
Mark Herron has been a proven leader in the hospitality field for over 30 years and has
managed 10 lodging properties across the U.S, and Canada. He held General Manager
positions in the Vail Valley for seven years including Four Seasons Vail and Park Hyatt Beaver
Creek. During his tenure at Four Seasons Vail, he helped initiate an informal lodging association
to provide a common voice and collaboration with Vail partners.
He is currently an independent contractor/consultant that provides strategic planning for;
acquisitions, master plans, marketing strategies, marketing plans, concept development, brand
solutions, financial plans, budgets, operational assessments, labor models, capital
improvements, integrated programming, development of employee/customer service standards,
staff recruitment and training.
His clients include; Canyon Ranch Resort and Spa, Tucson AZ - Carneros Resort and Spa,
Napa, CA - Disney Institute Concept/Development team, Orlando, FL - Santa Barbara Park and
Recreation Master Plan, Santa Barbara, CA, - City of Flint Michigan Development Plan, Flint, MI
- Aspire Park Master Plan,Clinton, TN, Hillcrest Country Club, Kansas City, MO - Sallyport
Acquisition Team, Houston, TX
He has always had a strong commitment to community and has served on numerous Hotel
Association, Tourism and Chamber Boards. He currently serves on the Vail Valley Partnership
Board and is a former VLMD Board member.
His tenured hospitality experience and strong relationship with the Vail lodging community
parallel the scope of work desired in the request for qualifications.
References:
Lance Thompson, Vice President Hospitality Vail Resorts - email
LMThompson@vailresorts.com phone w.(303) 754-8809 m.(415) 259-1719
Johannes Faessler, General Manager/President Sonnenalp Resort - email
jfaessler@sonnenalp.com phone w. (970) 479-5470 m.(970) 331-9563
Magda King, General Manager Antlers - email magda@AntlersVail.com phone w.(970) 476-
2471
Chris Romer, CEO Vail Valley Partnership - email cromer@visitvailvalley.com phone w.(970)
477-4016 m.(970) 331-1103
Bill Jensen, Partner and former CEO Telluride Ski and Golf Resort - Bill.jensen2455@gmail.com
phone m.(970) 343-2414
Janes Deighan, President and CEO Highline Sports and Entertainment -
james@gohighline.com phone w.(970) 476-6797 m.(970) 331-5312
Situation Analysis
Develop a COVID-19 strategy and support for lodging industry
Recovery – and ultimately, resilience - will require substantial collaboration, communication,
innovation and grit. The Town of Vail Lodging Liaison has an opportunity to build a true
partnership between the Vail Local Marketing District and the lodging community to ensure
lodgers have a voice in how the lodging taxes are being implemented, and gives the town and
marketing district industry partners to advance their goals.
Objectives
1.Expand organizational awareness of VLMD/VLMDAC within lodging community
2.Deepen engagement and bolster town connections with lodging partners
3.Expand DiscoverVail.com marketing reach
a.Manage lodging listings via Book Direct
b.Explore opportunities for retail/lodging offerings
c.Suggest creations of non-branded lodging landing pages on website
d.Recommend content to enhance lodging presence
4.Strengthen and support VLMD CRM database efforts
a.Support lodging collaboration with Adara to ensure highest lodging participation
b.Work with partners to develop and support a plan for database growth as it
relates to Lodging Community
c.Work with partners to develop and report on quantifiable deliverables
d.Develop KPIs for growth using lodging property resources and report monthly
Local Relationships
Build strong relationships with lodging leadership to create collaboration and coordination of
goals and strategies with the lodging community and the VLMDAC.
Communicate VLMD goals, objectives, metrics, resources, strategies and tactical efforts to
General Managers, Directors of Marketing, Sales Managers and Group Sales Managers.
Create a Lodging Alliance with a cohesive voice for the lodging community that encourages
open communication with the VLMDAC.
Coordinate with local stakeholders to ensure efficient communications:
●VLMD/Town of Vail
●Vail Resorts
●Vail Valley Partnership
●Vail Chamber & Business Association
●Vail Valley general manager group
●Residential Management Companies/Tourist Accommodations
Leverage local community partners to ensure consistent and coordinated communications with
the lodging community.
Enhance lodging communications with the TOV economic development team.
Recommend opportunities that benefit all stakeholders.
Deliverables
1.Develop packages and promotions
a.Work with VVP to identify need times using DestiMetrics
b.Work with MYPR to build Public Relations strategies and packages
c.Align marketing efforts with VLMD
d.Create lodging packages with TOV/CSE and special events organizers
2.Increase VLMD presence with Town of Vail lodging properties
a.Host twice annual community meetings
b.Host quarterly round table lodging meetings with VR, VCBA and VVP
3.Build lodging community email database that include lodging data
a.Monthly ski season email updates
b.Bi-weekly non-ski season email updates
c.Provide monthly and accumulative marketing reports
4.Develop and incorporate property marketing toolkit
a.Website pixels
b.Incorporate VLMD messaging in property email confirmations
c.Develop database sharing agreements
5.Weekly outreach – phone, meetings, etc
6.Personally visit each property at least once per year
7.In cooperation with the VLMD, develop and conduct an annual lodging survey.
8.Attend pertinent meetings - VLMDAC, Town Council, Lodging community, VVP, etc.
Mark Herron email: markherron57@gmail.com phone: (970) 445-8929