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HomeMy WebLinkAbout06. VLMDAC September Meeting Minutes Vail Local Marketing District Advisory Council Monthly Meeting September 15, 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, Chris Romer (Vail Valley Partnership), Jeremy Coleman, Kay Schneider (Vail Valley Partnership), Barbara Anderson, Jodi Doney Call to Order Esmarie called meeting to order 8:33AM l. EXECUTIVE SUMMARY - Review, finalize and approve the 2022 Operating Plan & Budget - Approve August VLMDAC minutes ll. DISCUSSION TOPICS • 2022 VLMD Operating Plan & Budget 2021 Revenue 3% up from 2019, a better December, January, February than 2019 2021 Summary Strategic shifts- Building the DiscoverVail website and database infrastructure allows us to adapt to changing conditions and create stronger relationships with the “right” guest (out of state, spend more/stay longer/protective of this place) 2021 Successes 116,480 customer records, up 46% year to date Significant website enhancements Data Roadmap New Brand Campaign Events Sustainable Practices Guest Education Campaign Town Council Action Plan 2022 Overarching Business Goal Drive responsible revenue growth in Vail by focusing on quality of guest, length of stay, and guest spend, along with effective communication of community values. Measurement continues to be through occupancy and average daily rate, lodging and sales tax revenues, especially during lower demand times. 2022 Marketing Priorities- Optimizing Visitation, Grow Database & Build Relationships, Destination Stewardship, Brand Positioning lll. INFORMATION UPDATE • Monthly Financial Report/Supplemental Budget Request Update July – 362,000 36% up from 2019 101% from 2022 Lodging tax is up See presentation for more detail • Campaign Production & Asset Acquisition Updates Tier 1- Cactus wrapped up “life is but a dream” production. Consisting of two drone days and two full shoot days. Currently moving into the edit phase. Cactus aiming to share a near final cot at the October meeting Tier 2- Site & Cactus in partnership with Jack Affleck and STEEP Motion wrapped production of Tier 2 capturing 5 hero moments: Father/Daughter riding gondola, Couple in hot-tub, woman in swimming pool, woman on horse in Gore Range, woman in Arrabelle window • 2021 Sustainability Principles Campaign Updates September 16- Business community communication requesting participation and Introduction to campaign September 21- Sustainability Quiz and trip giveaway live Media live Email to database- take quiz to win trip September 24- Collateral and swag distribution to businesses and Welcome Center • Summer Lodging Survey & SOAR Analysis A total of 109 surveys were sent with 31% responding vs. 27% in Winter The same 11 questions as winter plus two new questions Results were compared 2021 vs. 2020 A 4.0 scale all responses were above 2.0 16 out of 21 ratings increased 90% indicated VLMD marketing is very important 3 most important issues for the TOV- 1. Workforce shortage/availability 31% 2.Workforce housing 31% 3.Early childcare 17% Action Items- Conduct weekly calls with Kim Brussow, Drive more traffic to Discovervail.com, Increase lodging participation with retail value ads, Help drive visitors to the Welcome centers, create new monthly lodging newsletter • Town of Vail Updates Prima Vail Leadership Forum – last night was awesome You are all invited to the Vail Town Council meeting on the 21st We are at the end of the event season we had a busy weekend with gourmet on the Gore and the duck race. Octoberfest was one of the busiest highline as seen. Very successful, very busy event season 2021- beginning of winter 2022 – just published the event funding, we are asking for something more measurable, sponsorship • Other Business We will move meetings back to the 3rd Thursday AM in October (21st) lV. MINUTES VLMDAC August 18th and August 30th Minute Approval by Erica / second by Jana / unanimous Adjournment Motion to adjourn by Jana / second by Scott / unanimous 10:12am Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, October 21, 2021 Vail Town Council Chambers /Virtual Via Zoom