HomeMy WebLinkAbout01. VLMDAC August Meeting Minutes
Vail Local Marketing District Advisory Council Monthly Meeting August 20, 2020, 8:30 am
Meeting held via Zoom
VLMDAC member attendees: Erick Cannava (Manor Vail), Amy Moser Harrison, Esmarie Faessler (Sonnenalp), Laurie Mullen (West Vail Liquor Mart), Jenn Bruno (Vail Town Council),
Beth Slifer (Slifer Designs), Jana Morgan (Sweet Basil) Additional attendees: Sarah Berkheimer (Cactus), Kristin Yantis (MYPR), Meggen Kirkham (SITE Marketing), Ainslie Fortune (Cactus), Katie Harker (Cactus) Mia Vlaar (Town of Vail), Jeremy Gross (Town
of Vail), Meggen Kirkham, Ashley Ojala, Corinne Baud (MYPR), Jennifer Viditz-Ward, Kim Brussow (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership), Liana More, Liz Gladitsch (Town of Vail), Bob Brown (Bob Brown Analytics Group), Carlie Smith (Town of Vail), Chris Romer (Vail Valley Partnership), Jeff Graham (Cactus), Jim Kellen (Open Space), Mike Lee (Cactus), Phil Metz (Vail Resorts), Thomas Vossler (Cactus), Christopher Matthews, Jeff
Strahl, Katie Kukar (VCBA), Satchele (Steep Motion) Call to Order Beth called meeting to order at 8:35am
Monthly Financial Report- Carlie Smith
Reported expenses through July but lodging taxes only through June June $52,879 in lodging taxes Deferred sales taxes are due today (August 20) but we do have the rental deferment program through September
We are down 20% Approval of July 16, 2020 Minutes Motion to approve Esmarie / second Amy / unanimous
CSE Meeting Update- Skip Thurmauer
No discussion as Skip was not present Proposed 2020 Supplemental Request: Database Roadmap and Lodging Liaison Database growth is the primary objective for 2021, it is recommended that a database
roadmap build start in 2020 to best impact 2021 summer marketing efforts.
Jim and Bob discussed the roadmap development- what is left in 2020 and moving forward into 2021 The question was asked if we need more support in collecting data other than Cactus. This was discussed in executive session and the board agreed to move forward with the spend
See presentation for more details Motion for spending $40,000 for database from the 2020 budget– Laurie Mullen motion to approve/ Esmarie second/ unanimous
Approved $40,000 to Bob and Jim to aggressively work towards more data collection and work with Cactus so efforts are not overlapping.
Motion to approve $12,000 to hire a lodging liaison in 2020- Jenn Bruno motioned/ Esmarie second/unanimous 2020 Creative Updates and 2020 Results to Date Cactus & SITE marketing
Dallas, KC, Chicago and the Front Range are the markets we are targeting.
We are not live in New Mexico as they have instituted a statewide 14-day quarantine. Mike discussed short term rentals are up, we are seeing a strong recovery in lodging occupancy Traveler Details- 59% are overnight and 16% are second home owners.
See presentation for more raw data
Katie went into detail about where media money was being spent. Jenny discussed Mexico being a strong market this year. We are expecting a good Samana
Santa as the dates fall the last week of March and first week of April
Meggen asked that the board please look over the Fall initiatives slides at your leisure Tactical Asset Acquisition Update- site marketing
Did some shooting of outdoor dining pictures on August 18th at Sweet Basil and Alpenrose We shot with and without masks, we will have to look at which to use Shot pictures at the Craft Beer Festival on August 14th, it was a great event 2020 Budget Re-allocation 1. $11,400 from public relation expenses to Asset Acquisition 2. $2,000 from Intercept survey to Social channel growth 3. $1,500 from Trip giveaway to Enhanced website server Motion to approve the 2020 Budget Re-allocation slide Esmarie/ Laurie second/ unanimous 2021 Budget & Operating Plan Presentation Approach will include: Data-driven marketing, Database enhancement and Content refinement
See presentation for more details Meggen discussed total budget with reductions, they August meeting the board decided to go with a more conservative budget Chris discussed Groups- events and groups have been severely impacted, some have cancelled, some have postponed to 2021 and beyond.
Strategic shifts and Tactical shifts were discussed. Budget for 2021 - $2,044,024 present to town council on the 15th of September Motion to approve the 2021 budget of $2,044,024 and present to the town council on September 15th– Jenn/ second Esmarie/ unanimous
Other Business- was not discussed
Adjournment-
Motion to adjourn by Laurie /second by Amy /unanimous
Upcoming Meetings: VLMDAC Monthly Meeting, Thursday, September 17, 2020, Zoom only