HomeMy WebLinkAbout02a. VLMD January Meeting Minutes Public Notice
Vail Local Marketing District Advisory Council
Thursday, January 16, 2019
8:30am – 11:30 am Grand View Room
Packet Link:
In attendance:
Beth Slifer, VLMD
Laurie Mullen, VLMD
Jana Morgan, VLMD
Erica Cannava, VLMD
Jenn Bruno, TOV
Mia Vlaar, TOV
Yann Benjamin, Vail Mtn
Liz Gladitsch, TOV
Jeremy Gross, TOV
Kim Brussow, VVP
Chris Romer, VVP
Scott Strother, Cactus
Katie Harker, Cactus
Ainslie Fortune, Cactus
Liana Moore, Antlers
Meggen Kirkham, SITE
Susan Proffitt, VVP
Sandra Perrig, VVP
Laurie Smith, TOV
Corrine Baud, MYPR
Marrit Zoll, VVP
Monthly Financial Report (5 minutes), Carlie Smith
November lodging tax collections were $148 K, which is $37 K above last year.
YTD: $3.05 million, approx. $144 K or 5% ahead of collections this time last year.
Waiting on December info, available at the beginning of February.
Expenditures at $3.5 million, or 92% of budget. A few more outstanding invoices to come in. Fund
balance currently $818 K, which is 27% of revenue.
Beth comment: 27% is great, right in line with what council expects.
This is what was budgeted.
Beth ? Re: what was budgeted for increase? Reported at 5%, but what was target?
Ans. Expected to come in above budget; Revenues budgeted at $3.5 million, and currently at $3.05.
December usually comes in approximately $500 k –plus.
Approval of December, 2019 minutes (5 minutes), Board
Jana comment re: correct notes to add Erica Cannava as present on swearing in. (Name misspelled in
one place).
Motion to approve w/ correction: Jana /Second: Laurie /Pass: Unanimous
Group Sales Update, Kim Brussow, Chris Romer
2019 Highlights – again nominated as “Best of....!”
Reporting great numbers and many more village leads coming in, for more village groups coming in
2020 and 2021, which will bring positive financial impact.
Group numbers up 4% YOY – continuing to grow numbers; other potential and future groups in
pipeline for 2021 – 2023 (see slides) - huge numbers and lots of attendees.
Kim hosted a group site tour during the filming of the Hallmark move set in Vail, which had everyone
excited.
Snapshot of 2019 and alignment with strategic plan – SEE SLIDES
Presented recap of their presence and representation on trips.
Beth ? Re: numbers for January, groups at 29, last year booked 54 groups. Is this because of lead
time and are more expected?
VVP expects many more – they have lots of leads and groups to bring for bookings to hotels.
New in 2020: FAM coming in July, in discussions with lodging partners.
Starting tomorrow, Friday Jan 17, beginning a quarterly GM and Dir of Sales meeting, each time Kim
is in town, to facilitate communication and for VVP to work more closely with lodging partners and
Vail resorts as a whole to focus on group support. CSAE, SGMP (government group)
Upcoming events this quarter = please see slide.
Meeting Industry Trends – see slides. Kim discussed some of the trends in the meeting industry,
where groups are staying; 12 brand new hotels under construction in Denver.
Climate change, sustainability, eco- and social responsibility, diversity & equality, desire for more
diverse speakers, contingency plans for safety.
CVENT – leading lead generation software available, about 90% of planners use; produces many
leads and high conversion.
See slide: shows leads generated increase from 2018 to 2019, and comparisons.
VVP group reinterates their commitment, bringing their years of combined experience and passion,
and they are dedicated to their mission and showcasing this destination as a whole.
Jana ? Re: how do you work with Vail Resorts sales?
Ans – very closely; Kim would like to demonstrate the process to the VLMD board at some point,
they work closely on all aspects of the group business – lodging, activities, venues, etc. They work
closely with Stacey Romer to loop her in on all needs, and send leads to VR where it makes the most
sense. They work to enhance Vail resorts sales efforts, not compete. This is evolving also as the
website is developed.
Erica ? Re: conversion reports - agree that this is important.
Beth ? - do you track or have data on why groups went elsewhere?
Ans. - There is “lost reason” report.
Data available from 2013 – request to review this for reasons for lost groups/issues that we can
control. VVP can pull reporting on this. The VVP group has a good handle on the lost business and
reasons, such as pricing, accessibility to airport, etc. TOV needs to know as well what they can
impact. Kim will send this additional reporting info ASAP.
Comment re: investment in study of economic impact, impact of civic center. VLMD appreciates as
much data as possible. How is not having the center impacting us financially?
Additional discussion of possibilities for impact studies, where funding can come from for this,
allocating some funds.
Kim already has data that shows other locations that have conference centers and impact, and will
forward this.
Comment that the last study that the town had from architects and an economic group in Denver
was very general; need next study to provide more and additional useful data.
Lost business reporting is available from 2013. Would like to focus on summarizing entire picture,
but really drilling down on last three years.
Data and Website Update, Ainsley
DiscoverVail.com ! URL secured just before 1/1. Also have a temporary landing page set up. Focusing
on launch for March. “Learn more” link currently kicks over to VailSummer page (set up this past
year).
Working on hosting, etc.
Logo and branding update – SEE SLIDES
Discussion re: logo, design, colors, etc. This is still being worked out. In discussion about branding
and logo, colors, etc for new site. Regarding language and semantics, refer to ourselves as Vail, Vail,
CO mountain destination for the official website (separate from TOV and VR.)
Yann: comments re: the idea of a singular experience for guests. Concern that a similar but changed
experience will be confusing for the guest; should be streamlined, everyone in agreement on
providing continuity and a seamless experience.
Ideally, sites function as parallel sites, sending users back and forth easily.
Beth ? Re: on Vail.com, will you have more content than just impacts the resort? Ie. Bravo, etc.
Ans. Yes – components of event calenders with descriptions, and want to provide info with
appropriate links.
Two VLMD website goals, very different going forward – but user can experience with consistency.
VLMD site not winter focused or transactional, VLMD site is about engaging the guest, and finding
out more about user behavior. Still working on ensuring guest can be sent back and forth seamlessly;
go from one site to another easily. Links for both sites on each, Vail.com, discovervail.com.
Ainsley - Introduction of Scott Strother, new Creative Technology Director at Cactus, welcome!
? Re: linking to VVP site. VVP site is Valley wide -
Romer – VVP site functions as a portal to other sites. VVP will also help push guests toward
discovervail.com just as they do to other community and town sites
SEO Analysis and Update – SEE SLIDES
Phase one is finished, in phase two. SEO analysis performed looked at how consumers are searching
for content, what key words, what information are they seeking? Evaluation taking place so that
content can be created from this analysis, and functionality.
Moving into last phase of testing, website development and launch - update –SEE SLIDE
Described status of design and content, described the process they are going through to develop
content; showed examples of the steps to put this together.
? Re: what time of year do guests start looking for summer? Site launch in March, and marketing will
target people who are seeking summer and drive them to the site.
Mia - This marketing effort will allow for starting earlier to drive guests to site, rather than right at
season change. This used to be set up for when the mountain closes and the information
communicated would change; this marketing targeting has moved up in the last two years.
Romer - comments re: based on decimetrics and VVP data, March seems like optimum time for
consumer leisure market, though people are booking year round. In January, about 25-30% of
groups and repeat business will be booked-they have much longer lead times.
Will continue to optimize timing as they collect data with the new site.
Additional discussion and review of content, titles, and categories. Discussion of adding the options
to select email blast and communication frequency, and targeting individual interests.
? Re: will weddings info be included with group info on site? Do they think of themselves as a group?
Comments and discussion about weddings, groups, where this should live, while not having too
many listings or links on top front page menu bar. Weddings likely will stay separate from other
groups.
? Susan – re; meetings and groups – where will group leads get sent?
Discussion of venue component with pricing, type of event, where to direct guest for detail;
additional discussion of content possibilities and resources. VVP should have a group tie-in link.
Discussion re: sustainability should have its own section; environentally friendly businesses will be
designated in some way.
Other ideas discussed: toggle switches, list vs. calendar, search functionality, control of search result
listings.
? re: relevancy algorithms? Perhaps once more data is collected, results can sort by what people
click on most?
Add “things to do in Vail – FREE?”
Additional discussion re: where to put things on the site.
? Re: Sustainability – as part of main navigation as well as incorporated throughout the site – still
working on this. Refining by how guests search. Navigation needs to be locked in very soon.
Continued discussion of content, navigation, and how to narrow and structure this.
Welcome centers – include a map link? Vail APP link is included on site, with an option to download.
Site is also optimized for mobile use.
Laurie - ? Is there any incentive for collecting data? Can guests win a trip? Any piece to incentivize?
Ans –this is still being looked at through customer journey and experience research. A benefit of
SalesForce is the ability to drill down for customer on what data and content they want.
? Re: money for URL?
This was supplemental, approved out of the VLMD budget.
$37.5 plus $5 K in escrow = approximate total = $42.5K
Lodging Component- see SLIDE
Three booking options:
1) Native Solution – all partners listed with individual pages, but booking is direct to lodging partner.
Liz would manage; initially envisioned this way, but exploring additional options.
2) Book Direct - (used to be Jack Rabbit) - branded 3rd party aggregation; widget search by date,
provides info and dates, but booking option kicks to lodging site. Need more info to understand gap
on this option due to many lodging partners not on the site. Upfront and installation costs.
3) Intopia/ Vail On Sale – Option offered by VVP and their Vail on Sale site- branded 3rd party
booking engine, booking through Intopia. Looks like our site, but booking through Intopia.
Installation costs. Intopia will work with VLMD site coding, etc.
Cactus’ recommendation- is Book Direct – (slightly more expensive). First option requires the
customer clicking in and out of sites they may be comparing.
Discussion re: appeal of working with a partner that is already involved (VVP) - and having all lodging
partners, and none missing, as on Book Direct. Discussion of how many lodges might be missing.
VLMD would love to have comments from Erica, reflecting lodging perspective.
Erica – comments: option #1 - it is difficult for guests to not be able to do meta searches and see
overview of availability for their search dates, guests get moved off the site; option #2 – info seems
incomplete; option #3 – red flag that they were sold in the last year, but a majority of lodges are
using this and it has the search overview functionality that is best for guests.
Mia – comments – agree that guests need to be able to search by availability.
Additional discussion of these three options; appeal of VVP managing one of these options, need
more information.
Romer – Intopia model provides some different options; Intopia is willing to work with VLMD on
details. Need to fine tune numbers, but options could be 1) separate sales channel within VVP back
end, same commisison structure, relatively turn key, low cost model; 2) build your own Intopia
model with own logo branding etc, adds a bit higher cost, and 3) have your own completely
customized model with whatever commission structure desired. There is quite a bit of flexibility and
this is relatively easy for VVP to do – it is beneficial that they are already working with lodges and
have these relationships.
Mia – comments – VLMD turns to VVP now, as they have the relationships. Option #1 is concerning
for that reason – on option #2, who would act as a conduit the way VVP does with option 3?
Discussion about options for a commission model, costs – more detail needed on this and logistics to
be worked through, so more to come on this.
Traditional and Digital SITE Update, Meggen
Update on summer event support -
Political year makes ads more expensive. So, per recommendations of Amico, they will focus on TV
for four key events, and go heavier with event messaging via digital channels.
? What about events that are almost sold out?
Ans. - We use criteria to determine support:
-Does this showcase Vail, and the Vail brand message?
-When does event fall? Is this in a need time period, or not?
-Is this a newer event that may need support? Can this grow?
Through the bulk of summer when it is busier, focus will be on digital.
Discussion of some new elements to events, I.e. to Outlier Festival.
Will continue to message all events.
Paid Digital Media budget breakdown – SEE SLIDE
Media Cadence review – SEE SLIDE – starting in March when website launches, and extending
through the fall.
Digital Media Strategy Update, Katie
Katie provided review of strategy, plans – SEE SLIDE
They will be able to gather data through booking and conversion, and remarket content to engaged
users.
Review of specifics for 2020 plan for digital video.
“Twitch” is a new teen opportunity. Watching gamer videos is a huge teen activity.
Laurie – comment on ad for Disney, it is very emotional; the ad is about spending time with kids
while they are little. (This is exactly what we have been going for with some of the ad discussion.)
Try to google and watch this ad.
? Re: about app platforms – Apple TV, Disney plus
Is there a space where they are less likely to be exposed to the digital that is a concern?
Ans, with the shift to programmatic - we are able to tap into all of those platforms and get across all
a wide variety of these platforms.
Mobile AI Video – SEE SLIDE -
Historically, the 15 second video spots have focused on destination families and front range.
This year, we will pivot to focus on Destination Families. Will use opportunity to test how people are
reacting to messaging, we are able to look at their online interactions and activities, postings, etc.,
and can track this.
Displays –SEE SLIDE -
Reintroducing this segment back into the campaign this year, and will be using display banners to
build site traffic. This is an efficient driver for them and they have unique tracking abilities, I.e., users
searching for Colorado vacations, can be targeted and refocused back to site after they have left.
Displays will target all of audience segments.
Paid Social – SEE SLIDE
Facebook and Instagram. Updates and changes to tracking and remarketing abilities will keep this a
strong platform for use. Not going to be adding Tic Toc, this did not end up as part of their
recommendation; they will continue focus on FB and Instagram.
PPC and Paid Email – SEE SLIDES
The paid email this last year was introduced in July, with summer retail focus and fall push to Front
Range. Intend to flip delivery this year and focus more on destination efforts, specific audience.
April or May launch for destination efforts
Digital Media Budget breakdown – SEE SLIDES -
Slide represents graphic breakdown of $68.5 K by tactic
2020 Traditional/ TV Plan Review – Meggen
SEE SLIDE for breakdown -
Destination markets – 50/50 focus between Dallas and Chicago
Discussion of the changes to marketing air, the changes in overall approach to airline guarantees and
the growth of the airport; this is a separate piece.
Discussion of plans for TV to Dallas and Chicago – targeting very specific messages – this has become
very specific (and somewhat creepy!).
Dallas – addressable messaging out of home, very targeted, weather messages.
Chicago – similar out of home messaging is cost prohibitive, so looking at radio in this market.
Traditional 20-sec brand message with 10 second additional message (air specifics, etc )
TV in Front Range – no addressable messaging in FR, this will be cable only with brand messaging
and events, SEE SLIDE
Also in Front Range, due to thi sbeing a political year, they will go back to out-of-home, which they
have not done for years, this is super visual, and has a more efficent reach.
Budget review by tactic and message – SEE SLIDE.
Timeline Update, Ainsley
A bit ahead of schedule. Coming in February – we will share all of creative , going live in March!
Beth - Thanks for all of the hard work, sharing all of the data! Speaking for the council, everyone is
excited and appreciates all the information and collaboration!
CSE Meeting Update, Jana
Great meeting; concerns brought up about holding event planners “feet to the fire,” accountability,
getting more info from planners, exactly as VLMD as discussed. Discussion re: Mountain Art
Collective - they are still working on 6–8 concerts, with a deadline in March. Also planning for
Legacy Fighting- which is looking for a date change from May to early June. Better weekend for more
success. Last year, very few restaurants businesses were open. Burger Battle also requested a
change to one week later. (19 - 21, or 26-28).
Van Show – aligns with Outliers, later in September.
Jana – comments re: enjoyable meeting, lots of excitement! Mia was able to address concerns and
questions about the additional 1.4% proposed lodging tax.
Jeremy’s event background is extremely helpful; asked everyone their favorite event. Jana would
like to attend again; with a second person which would be great if anyone else wants to go or has
signed up. Observed good alignment of VLMD and CSE goals and discussion between the two; this is
so beneficial. Intention is to keep up attendance every month, and communication between groups.
Thank you to Jana for attndance and engagement! Can Jana plan to attend each monthly
Wednesday meeting; and let VLMD know when it conflicts with her schedule so someone else can
go?
.
Jeremy- discussion re: event activation, various ways of getting guest data, emails, such as at Burton
events, possibly Go Pro. Need to begin discussion of appetite for setting a budget for this, having a
tent, etc.
Laurie – comments : efforts were successful in past asking partners for items for a ”grand prize
giveaway,” and getting various elements together for a really awesome giveaway package.
Jeremy – they will be adding a request to the event funding contracts for a one time send to their
databases.
Promote free wifi to collect email and data, etc.
Mia – will come back with a specific proposal for a budget for a few key events, grand prize request,
etc. Make more/ better use of welcome centers.
? Re: Burton givaway on website landing page?
? Re: Can a Vail tent be made to stand out in some way, decorate, some visual component to draw
people, etc.
Other Business
Mia – email from Katie Campbell – new program - Vision Box studio out of Denver. Two-week
theater training intensives at Vail Mountain School. Katie will come talk more about this program.
Contracts for partners are mostly in hand and being reviewed.
February meeting is scheduled during school break - decision to change VLMD meeting
from Feb 20 to Feb 27!
Vail APP – relaunch – Thank you to Liz for her hard work on this! Liz will be sending an email out,
please give feedback.
Beth - ? re: where is the issue of putting the lodging tax increase (to be allocated for events) on the
ballot – where does this stand?
Ans. this will be brought for discussion at council meeting Tuesday, along with the housing ballot
intiative, child care, and transit pieces. Not sure where in the agenda exactly, the agenda will get
posted.
Adjournment
Motion to adjourn: Jenn/Second: Yann/ Approval: Unanimous
PLEASE MAKE A NOTE:
February meeting is scheduled during school break -thus the decision to change VLMD
meeting from Feb. 20 to Feb. 27, 2020!