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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