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VLMDAC Minutes April 14, 2021 Vail Local Marketing District Advisory Council Monthly Meeting April 14, 2021, 8:30 am Meeting held via Zoom VLMDAC member attendees: Esmarie Faessler (Sonnenalp), Laurie Mullen (Member at Large), Erica Cannava (Manor Vail Lodge), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), Kam Bozich (Slifer, Smith & Frampton), Liana Moore (Antlers), Jenn Bruno (TOV council), Scott Gubrud (Four Seasons) Additional attendees: Kristin Yantis (MYPR), Meggen Kirkham (SITE Marketing), Ainslie Fortune (Cactus), Mia Vlaar (Town of Vail), Jeremy Gross (Town of Vail), 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), Jeremy Coleman (Data Roadmap), Chris Shewmake (Cactus), John Plack (Vail Resorts), Pam Dixon (Vail Resorts), Lauren Scutt (Cactus), Bob Brown (Brown Analytics Advisory Group), Colin Johnson (Christiania), David Flaherty (Magellan Strategies), Eduardo Neidig (Cactus), Jeff Strahl (Cactus), Jodi Doney (EGE), Katie Harker (Cactus), Katie Kukar (VCBA Representative), Kevin Burns (Summit Info), Kim Rediker (Antlers-CSE Representative), Mike Lee (Cactus), Teri Lester (Engel & Volkers Real Estate) Call to Order Esmarie called meeting to order at 8:31am Monthly Financial Report The lodging tax collections total for February 430,000 down 14.5% from February 2020 Year to date $880,000 and that’s down 20.3% from 2020 Expenses year to date $196,000 which is 5% of the total amended budget STR Tax was up 16.8% over last year February and lodging tax was down Approval of March 17, 2021 Motion to approve by Laurie / second by Scott / unanimous Mexico Update & Discussion Cactus Essential travel is the only travel that is supposed to be happening from Mexico, Border closure is being extended to April 21st. Approved budget- $10,000 Contingency Budget- $15,000 Media Hosting/Time -$3,500 Sylvia Rivera -$11,500 Expenses -$20,000 Media Buy Option A- Market to Mexican visitors before travel restrictions are lifted. Option B- Prepare materials/media buy so we can pull the trigger as soon as travel restrictions are lifted. Consensus is go with Option B Motion to move Contingency money of $35,000 approved by Liana/ second by Jana/ unanimous Year-round Marketing Community Outreach Plan David Flaherty, Magellan Strategies and Mia Vlaar David Flaherty- runs a survey/research/public opinion company out of Broomfield, he is here to Work with the Town of Vail to collect and share info about: What we are looking at specifically is: Affordable housing project and marketing This is an initial conversation, we are interested in what you all have to say and how we will move forward with a possible tax increase/vote on the ballot in November Vail local Housing Authority- Jen Bruno spoke to this, how they try to find housing, She discussed deed-restricted, Chamiox townhomes is on example. 9 out of 10 homes go to out-of-towners as second homes, she talked about the crisis we are in with housing. She talked about the Vail Indeed program Discussion ensued- if there’s no housing there’s no employees, if there’s no employees there’s no customer service. Vail Local Marketing District- Mia discussed VLMD, she read the mission She discussed historical lodging occupancy for 06-07 forward She discussed what other resorts spend, we are at $3+ million The time on this project is about two and a half months, which is early to mid-June. Discussion ensued Branding Discussion Cactus Mike discussed the belief and behavior map we started back in February. Cactus went through exercises with the board that were: Desired consumer behavior Brand beliefs and behaviors Ainslie discussed data collections through email only at destinations, they looked at 9,500 users Texas was number one, California and Florida, Illinois, New York and Georgia Discussion ensued about the consumer, our competitive set Mike discussed the competitive set: Aspen, Breck, Telluride, Tahoe and Whistler He went into detail on each of these locations and how they brand themselves Mass consumer brands we have for discussion: Patagonia, Red Bull, Southwest, Costco and Mercedes Discussion ensued on each specific brand An exercise on Consumer beliefs: write down three words to describe Vail Think about a visitor to Vail and what three words would they use to describe Local resident and what are three words they would use to describe Vail A few words shared: Beautiful, quaint, fun, expensive, community, outdoors, friendly, expansive, luxury, sophisticated, scenic, iconic, culture, refreshing, quality of life, playful, peaceful, relaxing, tradition, not for locals, crowded, noisy At the meeting on the 3rd, we will share all this information with you. Other Business Appendix Creative Update Traditional Media Update DiscoverVail.com Update CSE/Events Update Motion to adjourn Erica / second by Laurie / unanimous 11:03am Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, May 19, 2021 Virtual Zoom Meeting