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HomeMy WebLinkAbout03. VLMDAC July Meeting Minutes Vail Local Marketing District Advisory Council Monthly Meeting July 21, 2021, 8:30 am Meeting held in-person & Zoom NOT YET APPROVED BY VLMDAC VLMDAC member attendees: Esmarie Faessler (Sonnenalp), Laurie Mullen (Member at Large), Erica Cannava (Manor Vail Lodge), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), 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), Chris Romer (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership), Liz Gladitsch (Town of Vail), Carlie Smith (Town of Vail), Mark Herron (lodging Liaison), Jeff Strahl (Cactus), Kylie Forcinito (Cactus), Jazmin Whitlock (Cactus), Katie Kukar (VCBA), Jon Walters, Jodi Doney (EGE), Jeremy Coleman (BAAG), Christopher Mathews (Vail Daily), Bob Brown (BAAG), Andrew Pilecki, Abby Oliveira (Town of Vail) Call to Order Esmarie called meeting to order at 8:39am Monthly Financial Report Year to date sales tax: $1.8million up 9.6% or $190,000 from 2020 down 9.4% from 2019 2021 Third Supplemental Request Adjusted revenue forecast of $3.3 million adds $800,000 to the VLMD fund balance The projected Fund balance at the end of 2021 is $1.7million, 46% of annual “normal” revenues Additional fund balance from adjusted forecast - $800,000 Total 2021 Third Supplemental Request - $250,000 Additional Asset Capture - $100,000 Destination Management Plan - $150,000 Motion to approve by Erica/ second by Jenn/ unanimous Approval of June 16, 2021 Minutes Motion to approve by Jenn/second by Scott/ unanimous 2022 Campaign Production Updates Cactus Life is but a dream - Director Recommendation Story Board Final Two Directors- Brent Bonacorso & Karina Taira, will move forward with Brent Campaign Guidelines - Tier one, two and three Director recommendation approval and approval of Supplemental request – 7/21 Award and begin pre-production – 7/22- mid-August Present Supplemental request to VLMD - 8/3 Schedule shoot for Tier 1 and Tier 2- mid/late August/September Post Production- TBD Editing- TBD 2022 Asset Acquisition Cactus & SITE 2022 Strategic Planning Updates: 2022 Proposed Marketing Goals Build the relationship: Capturing Data and Engagement & Loyalty Brand Stewardship Optimizing Visitation Destination Management Leadership Partner Operations Discussion ensued on how these would be “measurable” 2022 Planning Timeline August 5th Partner meeting August 18th VLMDAC Board Meeting – present draft budget to board for review September 15th VLMDAC Board Meeting– present final budget to board for review/approval October 19th Town Council VLMD Meeting 2021 Digital Media & Website Updates Cactus RODAS- For every $1 we spend in digital media we generate $22.94 which is down slightly from last month June Booking Trends- June trip planning is 48 days from search to arrival, Families made up 59% 2021 Database & CRM Updates Bob Brown, BAAG Discussed current data capture, quality and engagement Growth of email database Acquired Emails - about 62,000, Valid 55,000, Deliverable 48,000, Opened 10,500, Clicked 2,200 Group Sales Update Kim Brussow, VVP Year over year 2019/2020/2021 Total lead and new lead generation is up from 2019 Groups on the books 2021- Colorado is has always been the highest but we are seeing more from the West Groups booked for 2022- Colorado is still the strongest then the Midwest Trends- smaller groups, travel is coming back faster than expected, Hotel-gas-airfare and car rentals are escalating Town of Vail Updates Mia Survey regarding lodging tax and housing is out in the public, we have 550 responses. Transit meeting- improving transit on a county wide basis Town council approved Powabunga (Dec 9-12) monies and Snow Days monies September- Gourmet on Gore, Vail Jazz Fest, Duck race, Octoberfest, Vail Automotive Classic, Taste of Vail, Outlier and Van Show Other Business- Bravo invited VLMDAC to Sunday’s concert, you can ask for two tickets Motion to adjourn by Erica / second by Jana / unanimous 11:10am Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, August 18, 2021 Grand View Room/Virtual Zoom Meeting