HomeMy WebLinkAbout01. VLMDAC Minutes December 16 2020
Vail Local Marketing District Advisory Council
Monthly Meeting
December 16, 2020, 8:30 am
Meeting held via Zoom
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), Laurie Mullen (West Vail Liquor Mart),
Jenn Bruno (Vail Town Council), Erica Cannava (Manor Vail Lodge),
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, 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),
Jeremy Coleman (Data Roadmap), Jim Kellen (Data Roadmap), Liana Moore (Antlers at Vail),
Chris Cares, David Reid, Kam Bozich (Slifer, Smith & Frampton), Michael Holton (Vail Health),
Scott Gubrud (Four Seasons), Thomas Vossler (Cactus), Ashley Ojala
Call to Order
Beth called meeting to order at 8:35am
Monthly Financial Report-
Carlie reported- $90,000 up 14.3% from Oct 2019
Year to date- $2.4million which is down 16.8% but it is up from amended budget
Expenses were $2million compared to the budget of $2.6 million
Approval of November 18, 2020 Minutes
Motion to approve Laurie/ Esmarie second/ unanimous
2020 Summer Research Results-
Chris Cares/RSC associates-
Vail had a slow start but the summer season became typical of past summers
Day visits were strong, over-nights were down
Key states for visitors- CO, TX, FLA, CA
Overnight visitors this year 68% 2019 75%
We looked at groups- family is still the strongest, Income, if you have an Epic pass, feeling of
safety
NPS score was 75%
Ratings of satisfaction- lowest overall value at 4.2, cleanliness of the town is highest 4.9
See presentation for more info, there are more slides to view
2020 High Rolling Metrics- Cactus
Ainslie reported- (May through October) 31% seasonal lodging occupancy, 2019 average
seasonal occupancy was 45%
Every $1 in digital paid media, we are generating an estimated $9.16 in lodging revenue thru the
close of August. This is up 17% from $7.85 RODAS reported in November
2021 Supplemental Budget/Digital Media Opportunities- Cactus
A year-round paid search presence will allow us to meet the demand of users planning summer
travel in the off-season months
Focus on the front range and 3 destination markets TBD
Budget recommendation in the off-season months- $140,000
Motion to approve $140,000 Paid search recommendation Skip / Esmarie second/
unanimous
Seasonal website content- Prioritize winter while maintaining summer content so it is easy for
users to find.
2021 Planning Process & Timeline- Cactus
Thomas- Seasonal website content- Prioritize winter while maintaining summer content so it is
easy for users to find.
January - Development
February – Strategies
March- Launch
Data Systems Roadmap Update- Brown Analytics
Bob and Jeremy presented:
Talked about Objectives- who are our customers, visitation growth(tax revenue), customer data,
iterative approach
Discussed a Timeframe for Roadmap
See presentation for more info
Lodge Liaison update-
Mark Herron presented-
DiscoverVail.com results
56 listings, 41 total properties
Recruited 6 new properties
We only get about 20 hits per day, we need to increase this
Lodging surveys went out to 90 GM’s, DOM’s with 11 questions
Will share SOAR analysis and Action plan at January board meeting
CSE Meeting Update-
Liz standing in for Jeremy- this group is trying to come up with unique experiences within the
town
Two virtual tree lightings
Friday & Saturdays- strolling entertainment in both villages
20 minute ice skating shows at Solaris
NYE fireworks will happen- all bars closing at 10pm
Mia- we have allocated money to quite a few events for next year, large events may occur later
in the summer
Swear in of new VLMDAC Board Members
Beth welcomes the new members
Beth has some exit remarks- I want to thank everyone, I have been on this board for over 20
years. We have the very best on this board right now. Thanked all board members and asked
that they carry on the mission.
New members Scott, Michael, Liana and Kam
Esmarie Faessler- Director of Marketing, Sonnenalp resort (Chair)
Laurie Mullen- Member at Large (Vice Chair)
Erica Cannava- Director of Sales, Marketing and Revenue, Manor Vail Lodge (Treasurer)
Jana Morgan- Director of Marketing, Sweet Basil & Mountain Standard
Kam Bozich- Senior Digital Marketing Manager, Slifer, Smith and Frampton
Michael Holton- Chief Marketing & Experience Officer, Vail Health
Scott Gubrud- Director of Marketing, Four Seasons Vail
Liana Moore- Director of Marketing, Antlers at Vail
Jenn Bruno- Town Council Representative
Motion to accept Esmarie as Chair, Laurie as Vice chair and Erica as Treasurer- Jen/ Skip
second/ unanimous
Tammy Nagal to swear in Liana, Scott, Michael and Kam, raise your right hand and state your
name, Congratulations to all and Beth you will be missed!
Other Business-
Adjournment-
10:42 Beth adjourned the meeting
Motion to adjourn by /second by /unanimous (did not happen)
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, January 20, 2021,
Virtual Zoom Meeting