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VLMDAC February Meeting Minutes Vail Local Marketing District Advisory Council Monthly Meeting February 17, 2021, 8:30 am Meeting held via Zoom VLMDAC member attendees: Esmarie Faessler (Sonnenalp), Laurie Mullen (Vail Resident), Erica Cannava (Manor Vail Lodge), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), Scott Gubrud (Four Seasons-Vail), Kam Bozich (Slifer, Smith & Frampton), Liana Moore (Antlers), Jenn Bruno (TOV council) 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), 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 (Brown Analytics Advisory Group), Jeremy Coleman (Brown Analytics Advisory Group), Chris Shewmake (Cactus), John Plack (Vail Resorts), Beth Slifer, Chris Mathews (Vail Daily), Samantha Biszantz (CSE), Jeff Strahl (Cactus), Matt Mire (TOV Attorney) Call to Order Esmarie called meeting to order at 8:33am Monthly Financial Report- Year end- lodging tax as of December 31,2020- $3,033,767 Prior year- $3,711,718 Fund balance is at a little over $2 million Approval of January 20, 2021 Minutes Motion to approve by Erica/ second by Kam/ unanimous Board and Commission Training Matt Mire, VLMDAC lawyer on behalf of Town of Vail Board training focusing on insurance coverage the board has, acting within the scope of your appointment, personal liability, conflict of interest, CO code of ethics See handbook the board was given or presentation for more details 2021 Recommended Goals VLMDAC 2021 Business goals (May-October) Sales tax +3% (-8% from 2019) Lodging tax +8% (-4% from 2019) Overall Summer Occupancy +21% (-12% from 2019) No group goal at this time Motion to approve 2021 Business goals per the slide by Erica/ second by Laurie/ unanimous 2021 Experience Pathway, Messages & Connections Ainslie “Find” campaign- Find what moves you (pre-COVID) Find what you’ve been missing (COVID) Summer audience we are focusing on: Dynamic family, Super-Boomers, Active professionals Kristin Yantis & Katie Harker go into detail on “Dream, Consider, Book”, please see presentation Discussion ensued around the pictures/videos being used Discussed new platforms- Facebook Carousel + IG Multi-Panel story DiscoverVail.com What we’ve been doing- - Starting with original site goals, we built DiscoverVail.com & populated its content. - We performed a site audit evaluating content, strategy & UX - With the audit learnings, we refreshed the goals, and added specific strategies, tactics and KPIs Refreshed goals: Content- Be the go-to source for visitors coming to Vail UX- provide an engaging & elegant user- experience Data- collect visitor info for marketing Revenue- drive revenue through lodging bookings Group Sales Update- 2020 group sales results- 20 contracts through the VVP $1.5 million in room revenue 2022 and beyond, the strongest group business is coming from the front range Groups on the books from 2021 & beyond show increase in room nights, beginning as early as April 2021 Increase in destination weddings/smaller social groups for 2020 & 2021 Marketing and media efforts- Cvent, Destination Colorado, Salesforce, SendSites Destination eProposal, DiscoverVail.com, Road show series, Social media VVP CONNECT- this new product for the VVP brings together current and future leaders, fosters creativity, grows our networks, and is catalyst for innovation. A more connected community, is a stronger community. Supplemental Budget Considerations Fund balance at 46% (needs to be maintained at 25%) Current 2021 budget- $ 2,184.024 Motion to spend $1,000,000 million (was tabled for the working session) Events Meeting Update- Not too much in the next few months March- - Shamrock shuffle -Taste of Vail is looking later in the year (maybe combining with their fall event) Full calendar this summer- busy once we get to June We are in a “wait and see” status Burton next year? (2021-22) - this depends on VR and if they will have events on mountain Other Business- Board Working Session Supplemental We are at a 59% fund balance. If we recommend $1M supplemental, it brings fund balance down to 34%. If we recommend $1.47M, it brings fund balance down to 25% Board requests staff and partners to come back in 2 weeks for a special meeting bringing specific KPI’s and goals to each. Cactus to synthesize how all will work together in one eycosystem with KPIs and ROI involved. Complementary with long term, short term, KPIs and ROI – benefits that accrue over time. Branding Workshop: Belief and Behavior Cycle: 1. Desired consumer behavior 2. Brand Beliefs & Identity, 3. Brand Behaviors, 4. Consumer beliefs. Behavior: What is ultimate consumer behavior we want our marketing to result in? - Come to Vail, Stay the night, spend money - Brand loyalty, Come with great experience and go back and tell everyone about it – Become brand ambassadors, Brand Beliefs - Think about Vail as community, not single source mountain brand - We are tax payer funded. How can we represent everyone in community - If we asked 10 locals, what makes Vail different, what might they say o People, village, cultural arts, skiing, energy, great small town feel. You know your neighbors and your community. o Living life to the fullest. No one moves to vail to throw in the towel. Everyone is pushing the limits. Peer pressure to be active o Elevated yet approachable experience o Has to be ownable o Quality from restaurants to mountain etc. best in class. Commitment to keep quailtiy and keep quality o On-mountain amenities don’t match up to amenities in town. o Safety. I moved here so I don’t have to lock my door. o Strong sustainable efforts.  We were first sustainable destination in North America. Habitat mitigation, water quality, drainage systems, etc.  We need to really show going above and beyond if we lean on sustainability.  If you’re going to play sustainability card as  Status quo that mountain towns are sustainable o We are friendly, Its not like that in every mountain town o Purpose built so better understanding of tourism economy o We’ve had to work harder because we don’t have heritage to lean on. We have eagerness  Reliance on Vail Resorts has diluted brand  - What business is Vail in: o Experience business, Moments business – Moments is what makes up great experience. Memories business o Traditions. Events, Family, Legacy, 4th of July parade,  What families do we really work well for? It’s along the lines of traditions  Vail is trusted, multi-generational  Iconic moments that last a lifetime  Connections - What business is VLMD in? o Concierge, sharing, bring it to life, friend to give you inside track on having iconic experience, inspiration/ideas. Shine light on soul of Vail o Don’t like bland/brochure. We’ve been homogenized and safe and narrow with VR direction. How can we tell – james bond, Bavarian village  Imagery - here is an idea of how we could bring “soul” to photography…an example to show - https://ryandearth.com/PORTFOLIOS/ACTIVE- LIFE/thumbs - White down who you believe is Vail’s enemy. What is it that we are fighting against? o Cookie cutter o Complacency o Aspen? Their messaging has been cutting edge over the years. Same process to come to Colorado resort. We feel slighted by them because their message has been so strong. They don’t play it safe  Their room rate is same in winter and summer because they have perception of stylish, cashe experiences o Homogenized through Vail Resorts as a publicly traded company. - What is our dream headline 5 years from now o We were founded by trailblazers. It would be great to get back to being thought of that way. o Vail continues to set the bar as world class. Innovation is key. Set the standard. Best in class, world class. Year round o “Vail doubles full time residence in just 5 years.” People can work from anywhere. We can build our town, our economy o Vail. The ultimate experience. The VLMD effort lead and generated visitation o Vail puts i70 underground and expands footprint o Voted #1 year round travel destination – Forbes (outshining aspen) o Vail trailblazes way to year round sustainability o Vail shares mountain adventure with all. Not exclusive. You’re invited. A lot of people feel they aren’t invited to or welcome in Vail o Town of Vail and Mountain work together to elevate experience. o Famous people headlining XYZ events - Shout out a few of Vail’s beliefs as a brand: o I want us to be more inviting and welcoming but sensing less of that. Are we an exclusive or inclusive? o Mountain’s are a place of healing and fulfilment and restoration o Safe haven o Trust – relationship with guests and residence and employees o Place of beauty that needs to be cherished – fits with generational heritage and legacy and tradition and hand in hand with belief in sustainability  We need to start acting now to keep environment as it is o High culture and remote mountain towns live together o Both relaxed and luxurious. Not unattainable brand but have both o We believe in the future. Community. Vail is a place to reconnect. Connect nature and people. Connections enhanced and encourage. - What are we not: Not stuffy - What are behaviors we do today o Super focused on guest experience o Develop unique content programing o Friendly and welcoming to all. o Vail is a place that people try new things. We need to allow people to feel comfortable to do that. Do the unexpected. - Does the guest feel those behaviors? We need to prove that through research The outcome of this session and others will ultimately this will develop the brand and belief and the foundation for all creative briefs moving forward Adjournment at 12:05: Motion to adjourn by Esmarie /second by Erica /unanimous Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, March 17, 2021 Virtual Zoom Meeting