HomeMy WebLinkAbout01. VLMDAC minutes October 21, 2021
Vail Local Marketing District Advisory Council
Monthly Meeting
October 21, 2021, 8:30 am
Town Council Chambers & Virtual Zoom
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), Erica Cannava (Manor Vail Lodge), Jana Morgan (Sweet Basil),
Michael Holton (Vail Health), Liana Moore (Antlers), Jenn Bruno (TOV council), Scott Gubrud
(Four Seasons), Kam Bozich (Slifer, Smith & Frampton)
Additional attendees:
Kristin Yantis (MYPR), Meggen Kirkham (SITE Marketing), Ainslie Fortune (Cactus),
Mia Vlaar (Town of Vail), Jeremy Gross (Town of Vail), Liz Gladitsch (Town of Vail), Carlie Smith
(Town of Vail), Mark Herron (lodging Liaison), Bob Brown (BAAG), Jeremy Coleman (BAAG),
Kay Schneider (Vail Valley Partnership), Barbara Anderson(Grand Hyatt), Jeff (Cactus), Kathryn
Middleton, Christie Schneider, Clary Hill, Jenna Duncan, Jesse Froeschle, John Plack (Vail
Resorts), Lauren Barotz (Vail Resorts), Lauren Scutt (Cactus), Laurie Mullen, Paul Abling
(Walking Mountains),
Call to Order
Esmarie called meeting to order 8:36AM
l. EXECUTIVE SUMMARY
Discuss and decide upon the level of support in 2022 for Mexico Program
Discuss and decide upon the level of support in 2022 for Influencer Program
Discuss and decide upon edit option (incl. music) as well as campaign mark
ll. DISCUSSION TOPICS
• Mexico Report – Total media clips & interviews- 29
Media clips- 947,022, Press trip in September
Strong interest for covering Vail, we don’t need big events in Mexico City
If we get the extra dollars, we would like to expand to other cities
• Influencer Program- We cut back a little on this program- we had 5 influencers, posts-
141, we did a trip give away
Discussion ensued over continuing with this program, smaller influencers or larger
ones
• 2022 Campaign Production & Branding Opportunities – We will show you some edits
Watched edits and thought Option 1-Vail font looked better
Discussion ensued over flying over the village, Piney lake, showing to much feet
Board approval to move forward with final edits and use of the new campaign
typeface.
lll. INFORMATION UPDATE
• Organic Social Media Report-
Whitney presented an overview-Instagram Summary (growth July-October 2021)
More frequent posting, audience engagement, continue researching relevant
hashtags, engaging captions, posting equally between Instagram and FB
Scenic content, using Reels, posting 1-2 times per week
• CRM Update Bob Brown, Jeremy Coleman BAAG
Introduce Jenna Duncan
Organization of email data and creating an email reporting dashboard, email
template clean up, engagement targeting, AB testing in October
Remainder of 2021- Implement Active campaign, Create a strategic plan for 2022
email and text marketing
• Sustainability Principles Campaign Updates
Media- guests that are in town and in-market
Quiz/trip giveaway- Collections: 2051, collateral in Welcome Centers, press release
submitted to Vail Daily
We are working on updating images to Winter
• Town of Vail Updates
Events- a few new exciting ones, opening day- Magic of Lights, Snow Days,
Powabunga, Holidays
Get your info at DiscoverVail.com
4 Vacancies upcoming, Jana Morgan and Erica Cannava can re-apply
Positions open on CSE also
• Monthly Financial Report
Year to date is $2.8million which is a 30.6% increase from 2020
Expenditures are $1.6million that is 41% of total budget
2022 budget officially passed on Tuesday with 4.2million
• Other Business
This is Jenn Bruno’s last meeting, unless she applies for the board, her
Town council term has ended
lV. MINUTES
• VLMDAC September 15th, 2021 Minute Approval by Scott/ second by Jenn /
unanimous
• Action requested of Council
Adjournment
Motion to adjourn by Jana / second by Scott / unanimous 11:00am
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, November 18, 2021
Vail Town Council Chambers
/Virtual Via Zoom