HomeMy WebLinkAbout01. VLMDAC Minutes November 18, 2020
Vail Local Marketing District Advisory Council
Monthly Meeting
November 18, 2020, 8:30 am
Meeting held via Zoom
VLMDAC member attendees:
Amy Moser Harrison (Four Seasons), Esmarie Faessler (Sonnenalp),
Laurie Mullen (West Vail Liquor Mart), Jenn Bruno (Vail Town Council),
Beth Slifer (Slifer Designs), Jana Morgan (Sweet Basil), Skip Thurnauer
Additional attendees:
Kristin Yantis (MYPR), Meggen Kirkham (SITE Marketing),Ainslie Fortune (Cactus),
Katie Harker (Cactus) Mia Vlaar (Town of Vail), Jeremy Gross (Town of Vail),
Meggen Kirkham (SITE Marketing), Kim Brussow (Vail Valley Partnership), Kay Schneider (Vail
Valley Partnership), Liz Gladitsch (Town of Vail), Chris Romer (Vail Valley Partnership),
Carlie Smith (Town of Vail), Mark Herron (lodging Liaison), Bob Brown (Data Roadmap), Colin
Johnson ( ), Jennifer Viditz-Ward (Vail Resorts), Jeremy Coleman (Data Roadmap), Jim Kellen
(Data Roadmap), Liana Moore (Antlers),
Call to Order
Beth called meeting to order at 8:29am
Monthly Financial Report-
Carlie reported-
September sales tax is estimated to be $1,741,702 which is up 8.8% from last year.
Year to date sales tax is $18,466,608 which is down 18.2% from last year but up 41.9% from
amended budget.
Approval of (August and September) August 20, 2020 Minutes
Motion to approve Esmarie / Erica second / unanimous
2020 Metrics, Media & Website Results & Implications-
Seasonal lodging occupancy is at 30.9%, 2019 seasonal lodging was 44.76%
Year over year seasonal occupancy is down 45%
Average daily rate remains strong at $249 May-October
Every $1 spent in digital media is generating an estimated $7.85 in lodging revenue, this is up
from $7.54 in October
The front range was our best opportunity market, they accounted for 75% of Adara reported
Vaildaily.com is still the most cost-efficient booking tactic
Majority of bookings came from Denver, Dallas and NYC
Website review –
June 1- October 31- 209,000 site visitors
Vail.com- 15% of all booking engagement
All partners should be linking to DiscoverVail.com
See presentation for more detail
2021 Planning Process & Timeline-
Create, Finalize and Launch by March 18, 2021
See presentation for more detail
Influencer report-
Shifted our focus to front range influencers due to COVID
171,000 users reached, 77% women, 55% between the ages of 25-35, looking for adventure
International PR Report –
Looking for a place to travel with outdoor activities
Shared some sample coverage from Forbes and different publications
Most visited= NYC, Vail and Miami, many of our Mexican tourists are staying until schools go
back to in person learning
54% of Mexicans plan to travel during the last quarter of 2020
Jennifer Viditz-Ward- booking are good for South America
They will travel after the holiday season, Samana Santa will be busy
Data Systems Roadmap Update-
Bob and Jeremy presented:
Their Objectives are:
Who are our customers
Visitation growth
Obtaining customer data
Iterative approach to leverage small investments to show ROI
See presentation for more details.
They will Develop and share roadmap summary/details in December
Lodge Liaison update- Mark Herron, Mia & Liz
Mark- today is a big day, we have our first roundtable at 3:00pm today
Presenters from: VR, VVP, Vail local marketing district and Vail chamber and business
association
Chris Romer will talk about destimetrics, the airport
John Dawsey VP hospitality lift operations, on mountain dining, ski school, epic mountain
express, how the mountain will operate
Allison- TOV Chamber- will discuss safety in the vlllage, TOV events
Explained SOAR Analysis- Strengths, Opportunities, Aspirations, Results
Create a short term road map for this Winter season then a two-year roadmap
CSE Meeting Update-
Jeremy- over the last month we reviewed apps for the 2021 season. Allocations were made and
presented to the council.
Had 60 events proposed asking for $3 million. A lot of events are coming back, King of the mtn,
lacrosse tourney, new- triple bypass, finish in Vail not Avon, North American band show,
Octoberfest, wine events, farmers market, new-LH farmers market- same Sundays as Vail’s,
music and entertainment for the rest of 2020
Vail Skating festival- weekly shows at Solaris through December 26th
Bell ringing- last year was at 3pm, this year it will be 4pm
Adjournment-
Motion to adjourn by /second by /unanimous (This was not done)
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, December 16, 2020,
Zoom only