HomeMy WebLinkAbout03. VLMDAC Minutes May 19 2021
Vail Local Marketing District Advisory Council
Monthly Meeting
May 19, 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 (Mountain Standard), 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), Lauren Scutt (Catus),
Bob Brown (Brown Analytics), Colin Johnson (Christiania), Jeff Strahl (Cactus), Katie Harker
(Cactus), Brad Ficek (Cactus), Beth Slifer (Slifer designs), Laurie Asmussen (Vail Arts Festival),
Emma Wilson (Cactus), John Dawsey (Vail Resorts), Scott Baldwin (Vail Resorts), Jon Walters
(The Sebastian), Amanda McNally (MYPR), Jeff Werkheiser (Vail Resorts), Kylie Forcinito
(Cactus), Satchele Burns (Steep Motion), Nick Conover (CSE Representative)
Call to Order
Esmarie called meeting to order at 8:32am
Monthly Financial Report-
Lodging tax is down 16.6% or $306,000
Expenditures $428,000 for the year that is 12% of $3.65million budget
Approval of April 14 and May 3, 2021 Minutes
Motion to approve by Jana / second by Laurie / unanimous
Vail Mountain Marketing- Jeff Werkheiser
Investing in Vail Mountains brand is central to our strategy
Intro of Team
Vail is the second most visited resort in the US
New Brand Strategy team launched centrally to leverage data and resources and optimize what
makes Vail powerful and distinct
Dedicated in-resort marketing team focused on delivering Vail brand experience through
differentiated events & activations
Dedicated in-resort PR team focused on driving destination awareness & affinity through earned
& social media
Spoke about the importance of Investments in Technology
Spoke about the Epic pass and having over a million pass holders for the 2020/21 season
Please see Vail Resorts Marketing Update presentation for more details
Q&A – discussed capital improvements, how can we partner as we have the same marketing
goals
Media Survey Report & What makes a story newsworthy- Kristin Yantis MYPR
Objective- Gauge media knowledge and interest in Vail as a Destination
Respondents- 33 responses- 75 media received the survey
Nine questions on the survey: the question was presented and then the results
What can we do better?
What’s Newsworthy? Impact, Timeliness, Proximity, Human Interest, Conflict, The Unusual,
One-of-a-kind, Celebrity
Make News vs. Reporting the News
Next Steps:
Short term
- Share with the community partners-meeting in June
- Assess the idea of a partner PR workshop-how to create news
- Dig deeper for newsworthy angles
- Start more proactive conversations with the town and VLMD about what needs to be done
to create the news
- Continue robust, relationship-based media hosting program
Long term
- Assess opportunities as part of branding process
- How do we get more community partners to engage and innovate?
Spoke about Mexico- the borders are open, we are looking into what destinations are already
marketing and we can share that soon
Data-Driven Marketing Update- Bob Brown, Brown Analytics
Board to vote on approval of Brown Analytics Advisory Group as Data partner for 2021 and
Q3/Q4 budget of $136,400
Motion to approve Michael /second by Jana /unanimous
Key Findings and Accomplishments-Good News & Challenges presented
Status update
Current State of data- Everything is going great!
See presentation for more Data capture information
DiscoverVail.com Updates- Cactus
New staff with Cactus: Kylie SR Product Supervisor
Refreshed Goals: Content, UX, Data, Revenue
Content- added Tactics & Procedures
Analytics & SEO dashboard
ADA Compliance tab has been added
Web Traffic and Website engagement
Book Direct Update
2021 Creative Updates- Cactus
Focus on Active Professionals
Working on Optimizing Chicago and Dallas marketing
FY22 Campaign Development- June meeting will share campaign platforms, timeline for
development
2021 Digital Media Performance & Implications- Cactus
Every $1 spent in digital paid media generates $36.81 in lodging revenue
Adara results- 589 April hotel bookings, 3 days average length of stay
Off Season PPC Report & Results & Recommendations spend $36,000
Welcome Brad-
See presentation for more information
Motion to approve Jana/ second by Kam/ Unanimous
Community Outreach Program- Mia Vlaar
Hosting meetings today with community stakeholders
Summer Marketing Toolkit- Liz
Distributed to event producers, VEAC, Vail Chamber, Lodging Roundtable, Welcome Center
emails, and can be found on DiscoverVail.com/summertoolkit
CSE/Events Update- Jeremy
Events are back- Outdoor events no restrictions, Indoor events there are a few restrictions
GoPro Mountain Games are right around the corner
Events calendar in presentation
Other Business-
Next meeting in person or not? Schedule Grandview, if you are not comfortable we will still
Zoom
Mark discussed the Spring lodging meeting coming up
Motion to adjourn Jana / second by Laurie / unanimous
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, June 16, 2021
Virtual Zoom Meeting or TBD Location