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VLMDAC May Meeting Minutes 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