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HomeMy WebLinkAbout01. VLMDAC June Meeting Minutes Vail Local Marketing District Advisory Council Monthly Meeting June 16, 2021, 8:30 am Meeting held in-person & 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), Carlie Smith (Town of Vail), Mark Herron (lodging Liaison), John Plack (Vail Resorts), Lauren Scutt (Cactus), Colin Johnson (Christiania), Jeff Strahl (Cactus), Katie Harker (Cactus), Brad Ficek (Cactus), Kylie Forcinito (Cactus), Mike Lee (Cactus), Chad Milam (Cactus), Jazmin Whitlock (Cactus), Jenny Viditz-Ward (Vail Resorts) Call to Order Esmarie called meeting to order at 8:37am Monthly Financial Report- April $182,400 up 8.7% from 2020 up 49.2% ($60,000) from 2019 Year to Date $1.7million up 8.7% from 2020 down 12.5% from 2019 Compared to budget YTD are up 60.8% $652,000 Expenses as of May 31st $ 625,000 total annual budget of $3.7million Approval of May 19, 2021 Minutes Motion to approve by Scott / second by Laurie / unanimous 2022 Campaign Cactus Cactus presented their new Campaign concepts The goal of this Campaign is to “break out” and get people to pay attention Jeff presented 3 different creative campaign platforms: Concept one - Born a Destination Concept two - Welcome to World Class Concept three - Life is but a dream Discussion ensued as to which concept the board members liked and why The board moved to approve Concept 3- Concept 3 motion to approve by Jenn/second by Laurie /unanimous Mexico Update Kristin Yantis $10,000 we need to “flip the switch” We are still in a holding pattern until June 21st, did it change today? Travel from Mexico is essentially open! Who is already marketing in Mexico? Arizona, Florida, Houston What we need- more direction of timing when we want to start marketing in Mexico Option A- Monitor and hold until travel ban is lifted Option B- Proceed with campaign even if there technically is a ban on travel to US from Mexico Option C- Continue with PR effort but discard paid campaign for summer 2021-redirect $20,000 media buy Board decided on Option B EGE Flight Marketing: Liz, Kristin Influencer Program Extension- Marketing Inclusion to AA frequent flyers Request for $10,000 from Contingency (leaving $11,532 in Contingency and with a match from EGE of $10k) for Atlanta and a little more for Chicago Motion to approve $10,000 for Air by Scott /second by Jenn /unanimous Cactus Website update- Adara- For every $1 we spend in digital paid media, we generate an estimated $28.85 in lodging revenue. Adara can pull lodging revenue as well as flight info, really important tool we use. DiscoverVail.com refreshed goals presented Content: be the go-to source for visitors coming to Vail UX: provide an engaging & elegant user experience Data: collect visitor info for subsequent marketing Revenue: drive revenue through lodging bookings Lodging Update Mark Liz updated for Mark- Lodging summer roundtable June 9 - 58 lodging professionals attended 6 Presenters and a dozen topics Sending out a survey next week to ALL lodging Other Business- Community Outreach – meeting this afternoon, to finalize the survey to send out to the voting public New website for Vailgov.com Events- GoPro was great King of the Mountain, Vail Arts festival, Farmers Market, Vail Lacrosse, Bravo, Craft Beer Festival, Vail Symposium, 4th of July (stationary parade)-Lionshead Common Consumption areas- in VV are no longer, LH can have because they don’t have a public right of way through the village Motion to adjourn by Jenn/ second by Laurie/ unanimous 11:19am Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, July 21, 2021 Grand View Room/Virtual Zoom Meeting