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Home My WebLink About10. VLMDAC 2021 Interview Memo and Applications To: Vail Local Market District From: Liz Gladitsch, Economic Development Marketing Specialist Date: December 15, 2020 Subject: Interview and Appointments to Vail Local Marketing District Advisory Council (VLMDAC) The Vail Local Marketing District members will have an opportunity to interview seven candidates for five vacancies on the Vail Local Marketing District Advisory Council at the December 15 afternoon meeting. The order of interviews is below. At the close of the interviews, the VLMD will appoint the new members who will fill the five openings, which will be full two-year terms ending December 31, 2021. The VLMDAC consists of nine (9) voting members which includes one town council member appointment. The criteria for this position are set forth in C.R.S. 29-5-111 which states, General powers of district. (1)(g) All applicants must be "owners of property within the boundaries of the district," which includes by definition corporations or entities which own property "within the boundaries of the district." The district boundaries include the Town of Vail boundaries. The list of seven interviewees indicates that either taxable property ownership by individual or corporation has been met. The position vacancies were advertised with a public notice in the Vail Daily and posted on the Town of Vail website page the last few weeks. The mission of the VLMDAC is to market and promote Vail to attract overnight guests primarily during the non-winter May – October time frame, creating economic vitality by increasing both the visitor base and sales tax revenues. The VLMDAC general meetings are currently scheduled for the third Wednesday of every month at 8:30 A.M. List of Current VLMDAC Members & Terms: 1. Beth Slifer, Slifer Designs (Chair) 2020 2. Laurie Mullen, West Vail Liquor Mart (Vice Chair) 2021 3. Skip Thurnauer, at-large (Treasurer) 2020 4. Esmarie Faessler, Sonnenalp Resort 2020 5. Amy Moser Harrison, Four Seasons Hotel 2021 6. Jana Morgan, Sweet Basil & Mountain Standard 2021 7. Erica Cannava, Manor Vail Lodge 2021 8. Jenn Bruno, Town Council 2021 9. Dave Chapin, Town Council Alternate 2021 10. Vacant 2020 Attachments:  Letter of Interest  Resume  Designee Letter (if applicable) Town of Vail Page 2 Name Interview Order Home Owner or Business Owner Official Designee of Employer Company and Title Skip Thurnauer 1 Yes No At Large Esmarie Faessler 2 No Yes Marketing Director, Sonnenalp Resort Vail Kam Bozich 3 No Yes Digital Marketing Manager, Slifer Smith & Frampton Real Estate Michael Holton 4 No Yes Chief Marketing & Experience Officer, Vail Health Scott Gubrud 5 No Yes Director of Marketing, Four Seasons Hotels & Resorts, Vail Liana Moore 6 No Yes Director of Marketing, Antlers at Vail Barry Davis 7 Yes No At Large Hugh “Skip” Thurnauer 4284 B, Columbine Dr, Vail, CO 81657 skipeileen@gmail.com Cell - 630-728-6630 I have been a member of the Vail Local Marketing District Advisory Board for ten years. Professionally, my background is in advertising and marketing. I held senior level marketing positions at Pfizer Pharmaceuticals before joining the Seiber & McIntyre Advertising Agency, at the time the largest healthcare advertising agency in the country. Four years after the agency was acquired by McCann Erickson, I became the Managing Director. After serving as EVP and partner in privately owned Blunt Hann Sersen, I returned to McCann as President of Torre Lazur McCann Healthcare Chicago. I also served as Managing Director of Euro RSCG Chicago, Executive Vice President of Whittle Communications, and as a board member of David's Productions, an interactive media and internet company. It has been a crazy year for the VLMDAC, our partners, guests, the Town of Vail and for everyone associated with the summer marketing effort. Just as the VLMDAC was preparing to launch the 2020 campaign, we entered a period of uncertainty regarding what attractions and events would be open and when, who would be viable targets when we opened, and what media would be most effective in reaching them. Over the last several years, the VLMDAC has become much more effective in deploying our marketing budget – better targeting and more efficient electronic media. The Covid pandemic tested our assumptions, tactics, and messages. Because most of our media are now electronic, we were able to tackle this new marketing challenge with our knees bent and ready to move quickly and opportunistically. Travel restrictions and behavioral changes among our target audiences meant refocusing our marketing efforts on drive markets instead of our traditional destination markets. Since April, I have participated via Zoom on most of the CSE's meetings because of the important role events play in the integrated marketing efforts for our community. I personally represent one of the VLMDAC’s key demographics, Super Boomers. As a parent and grandparent of 9 grandchildren ranging from 9-20, I am vicariously connected to two other targeted groups, Destination Families with Teens and Front Range Residents. When we are fortunate enough to have the house filled, we keep the family busy hiking, biking, kayaking, fishing, rock climbing, and whatever else we or they can pack into a day. Whether they are here to participate in the Mountain Games or to just hang out in the village, we are comfortable sending the younger generation off on their bikes or the bus to enjoy a glorious summer day in town or on the mountain. There is still considerable uncertainty about tourism in 2021, for the nation, for Vail, and for our family. Investments in data management and marketing position the VLMDAC and the Town of Vail to be successful with reduced budgets should we still labor under the umbrella of “pandemic marketing” during the summer and fall of 2021. My professional background and experience as a VLMDAC board member provide me with the skill set and tools to help the Town succeed. Skip Thurnauer 4284 B Columbine Drive, Vail, CO Skip spent over 40 years in healthcare marketing and advertising, beginning with Pfizer Pharmaceuticals in marketing and marketing research. After a decade with Pfizer, Skip transitioned to advertising where he was responsible for some of the largest product launches in pharmaceutical history, including the largest product in today’s global pharmaceutical market, Humira. Skip was the President of McCann- Erickson Healthcare Chicago and was the Managing Director of Euro RSCG Healthcare Chicago. As a partner in a boutique healthcare advertising agency Blunt Hann Sersen, Skip helped start an ad agency to market healthcare products to Hispanics, and joint ventures for medical education and interactive/internet media. He was the Chairman and a board member of the Midwest Healthcare Marketing Association for over a decade. Skip joined the Vail Local Marketing Advisory Council in 2010 and has enjoyed the opportunity to deliver a different kind of “healthcare” message to people looking for a mountain vacation experience. Employment History Pfizer 1972-1982 Sales All Star Club; Brand Manager Anti-infectives, Psychotropics; Group Director Diabetes Sieber & McIntyre, Account Supervisor; V.P., Director of Client Services; General Manager McCann Healthcare 1982-1994 Whittle Communications Executive V.P., Director of Marketing 1994-1995 Blunt Hann Sersen Partner; Executive V.P., Director of Marketing 1995-2000 Torre Lazur McCann President, Managing Director Healthcare Worldwide 2000-2005 Euro RSCG Life Chicago President, Managing Director 2005-2009 November 25, 2020 Mia Vlaar & Liz Gladitsch Town of Vail 75 S. Frontage Road Vail, CO 81657 I’m writing to express my interest in renewing my seat within the Vail Local Marketing District Advisory Council. Not only do I thoroughly enjoy serving, I believe that I’ve been able to make an impact in my 2+ years on the board and can continue to do so. I’m not afraid to express my opinion and provide difficult feedback when necessary (something that can be a challenge for some people). I also provide a level of experience in digital and database marketing that’s becoming more important as VLMD focuses more on digital and data marketing efforts. The website and data project that we’re taking on is something I feel my previous experience could be invaluable for. I implemented the Denver Broncos’ data warehouse a few years ago and know the challenges of incorporating different data silos. I sincerely want to continue to bring these past learnings to Vail and the VLMD. In addition to this, I am “in the loop” on what we’re seeing from the hotel side and can provide insights that aren’t always available to the public. Now, more than ever, we need to continue to enhance Vail’s brand. I’m confident that during my time on the board I’ve been able to make a valuable impact in decisions around our marketing strategy and can continue to do so as we enter this unprecedented period of tourism and travel. Thank you for your consideration, Esmarie Faessler Director of Marketing, Sonnenalp Hotel efaessler@sonnenalp.com 610-742-7219 EXPERIENCE Esmarie Faessler efaessler@sonnenalp.com • 20 Vail Road, Vail, CO 81657 • (610) 742 7219 Sonnenalp Hotel and Golf Club; Vail, CO March 2018 – Present Director of Marketing •Responsible for all hotel and club marketing efforts including email, display, social, print, radio, and guest-facing collateral •Developed new brand guidelines and standards for all departments to use •Rebranding all hotel outlets to attract younger, newer audience and to provide a more consistent marketing message •Implemented a new email system to increase ROI via automated marketing campaigns •Support Food & Beverage, Spa, Golf and Sales departments in all event outreach and marketing •Redesigned Sonnenalp.com to improve readability and increase SEO results Denver Broncos Football Club; Denver, CO June 2014 – March 2018 Marketing & Research Analyst •Implemented new database/marketing automation tool to house formerly-scattered data and improve marketing efficiency via automated email campaigns, standardized data collection and data cleansing; contact total in database grew to over 1.5 million from a previously-reported 221,000 •Supported sponsorship sales team with data from Scarborough, Eloqua and Turnkey Intelligence •Developed, executed and analyzed post-event surveys to support marketing staff in future decision-making along with sponsorship team in event recaps to partners •Executed all fan/season ticket holder email communication and evaluated results to improve future communication Adperio LLC; Denver, CO October 2012 – June 2014 Account Manager •Managed all market research clients including SSI, iGain, Authentic Response and Toluna •Maintained and increased portfolio of over 50 active clients resulting in minimum average revenue of $60,000 per month •Worked with executives to create new revenue opportunities by updating company website and pursuing new verticals Qualvu Inc.; Denver, CO September 2011 – October 2012 Project Manager/Account Manager •Executed online qualitative research studies from start to finish within the Qualvu Software Portal •Built relationships and created repeat business with clients like Chrysler, MasterCard, P&G, Sony and Lowe's •Empowered market research clients to use the Qualvu software and implement their own projects PHD Media; New York, NY March 2011 - September 2011 Senior Research Analyst, Research & Analytics •Created pitch decks using MRI/Simmons psychographic and demographic data for new business exemplifying PHD’s ability to accurately and efficiently target consumers •Supported buying teams by optimizing client media plans to save money, increase reach and invest in more engaging media •Analyzed Nielsen data to perform competitive analyses for clients like OWN, Discovery and HBO by comparing advertising spend, ratings and consumer segmentation National Football League; New York, NY April 2010 - March 2011 Research Analyst, Marketing and Sales •Delivered weekly Nielsen ratings reports to management and executive staff using Galaxy Explorer and Arianna; analysis helped in finalizing renewal deal with ESPN worth $2 billion per season •Created sales decks with tailored information on fan behavior/preferences for corporate sponsorship team using Scarborough, Simmons, OTX Research, and ESPN Sports Poll resulting in the signing of 2 new partners •Analyzed and presented, alongside Turnkey Intelligence and Marketing Manager, 32 yearly “Gameday Satisfaction” survey reports for each NFL team using SPSS and Excel functions in order for teams to change business functions accordingly Philadelphia Eagles; Philadelphia, PA June 2009 - April 2010 Marketing Research Post-Graduate Intern •Researched consumer/fan behaviors using Scarborough and provided detailed reports and presentations to management •Analyzed and compiled ratings information using Nielsen to provide weekly reports to executive staff •Developed, executed and analyzed surveys for over 10 Eagles events via Turnkey Intelligence and worked closely with Marketing Director on 2009 Eagles Brand Study; provided recommendations for future events and fan satisfaction EDUCATION Boston University; School of Management. Boston, MA January 2009 Bachelor of Science in Business Administration / Concentration in Marketing; magna cum laude SKILLS & INTERESTS • MS Office, basic SAP knowledge, basic SPSS knowledge, Scarborough Research, Nielsen Media (Arianna, AdViews, Galaxy Explorer), Experian Simmons, OTX Research, TRU Crosstab, Mintel, Info Explorer (ESPN Sports Poll), Turnkey Intelligence Surveyor, TELMAR, Salesforce, Eloqua (Oracle), Adobe Omniture, Chartbeat, SSB, Tableau, Google Analytics, HMS, Adobe Creative Suite (Illustrator, InDesign), various email systems • Interests: biking, skiing, travel Sonnenalp Hotel 20 Vail Road, Vail, Colorado, 81657 970-476-5656 | 800-654-8312 www.sonnenalp.com December 11, 2020 Dear Vail Town Council, This letter is to establish that Esmarie Faessler is the official designee of the Sonnenalp Hotel for a Vail Local Marketing District Advisory Council position. Sincerely, Johannes Faessler Owner and Operator Sonnenalp Hotel KAM BOZICH P.O. Box 6116, Eagle, CO 81631 | 303.517.6784 | kbozich@slifer.net November 21, 2020 Dear Vail Local Marketing District Board: I’m writing to express my sincere interest in joining the Vail Local Marketing District Board and wish to submit my application for your consideration. In my current role as Sr. Digital Marketing Manager for Slifer Smith & Frampton Real Estate, I lead and manage all of our digital marketing initiatives and have over 20 years experience implementing successful digital campaigns that deliver exceptional brand experiences to customers. I’m curious and passionate about technology and share the same vision in wanting to define and build innovative customer experiences that drive value for the Vail community. I’ve always been a student of the game, whether it’s digital advertising, e-commerce, email or mobile marketing, I’m hungry to learn more. I previously worked with Vail Resorts from 2002 - 2006 as the Director of Online Marketing and Sales and was a key part of the team that developed a long-term digital technology roadmap that set the foundation for the Epic Mix project and worked to rebuild many of the backend systems that supported VRI’s lodging, ticketing and ski school applications. I worked closely with Resort Technology Partners (RTP) and am familiar with many of the stakeholders who are currently part of the VLMD board. I understand the VLMD has shifted from dependence on the Vail Resorts digital infrastructure and has invested in building a new DiscoverVail.com platform. I’m very curious to learn more and offer my insights into how to push this project further and be successful. I’m a Colorado native, born in Denver, and live with my husband and six-year-old daughter in Eagle Ranch. My roots and love for Vail run deep in my family. My grandfather was part of the construction team that built much of Vail Village, including the Vail Clock Tower. I grew up skiing and loving Vail mountain at an early age. We spend many of our weekends and free time in Vail and enjoy staying at many of the great hotels and resorts in the Village. I’m confident that my background and experience would be a valuable asset to the VLMD board. I’d very much welcome an opportunity to leverage my knowledge of digital marketing, CRM, customer engagement as well as experience within the travel and hospitality industry. Thank you in advance for your consideration. Regards, Kam Bozich Kam Bozich PO Box 6116, Eagle, CO 81631 303.517.6784 | kmurphrope@gmail.com SUMMARY Over 20 years of digital and brand marketing, advertising and customer loyalty experience. Emphasis on developing and implementing strategic digital marketing solutions and integrated campaigns leveraging data and key consumer insights. Strong client and agency experience working with many leading brands within the hospitality, travel, retail, food + beverage and automotive industries. Digital storyteller specializing in mobile marketing (SMS / MMS / mobile wallet / Push), consumer experience management, CRM, loyalty, offer management, e-commerce, email marketing, digital media planning, web project management, consumer insights + usability research, web analytics and website accessibility. EXPERIENCE SLIFER SMITH & FRAMPTON REAL ESTATE, VAIL, CO Sr. Digital Marketing Manager NOV 2019 - PRESENT Manages all digital marketing initiatives for a luxury real estate brand based in the Vail Valley, operating across multiple regions within Colorado. Overseeing the redesign and launch of three new websites as well as the implementation of a new CRM platform. Implementing inventory management tools to support a New Development sales division. Provides strategic consulting and management of digital advertising campaigns (banner advertising, SEO/SEM and social media) for all of our broker teams. TENDER BELLY, DENVER, CO Director of Marketing + e-Commerce OCT 2018 - OCT 2019 Responsible for managing all facets of brand marketing, advertising, PR and e-Commerce for a rapidly growing premium pork company. Leading marketing strategy and brand development efforts to drive awareness for Tender Belly in new markets and within retail. Responsible for hiring and managing a social media team and activating a robust athlete ambassador and influencer program; creating content that captures and conveys Tender Belly’s “Certified Awesome” lifestyle. Manages the execution of print collateral with various agency partners and oversees the day-to-day operations of TenderBelly.com, a direct-to-consumer digital commerce experience. CHIPOTLE MEXICAN GRILL, DENVER, CO Senior Digital Marketing Manager, Marketing MAR 2017 - OCT 2019 Program Manager, Web, Mobile + e-Commerce, Marketing JAN 2013 - FEB 2017 Direct Response Program Manager, Marketing MAY 2011 - DEC 2012 Responsible for leading several complex and integrated marketing campaigns concurrently. Ensuring that executions launch on time, deliver to expectation, within scope, and on budget. Led the strategic and executional excellence of Digital Marketing at Chipotle including website maintenance and support, CRM, loyalty, mobile, email, analytics and offer management technology initiatives to support over 2,500 restaurants in the US, Canada and EU. Established a successful mobile marketing program growing subscriber base by 800% within two years. Executed customer acquisition and traffic-driving programs across email, social media and mobile / SMS leveraging digital offer capabilities. Key stakeholder on a multi-year project to overhaul customer data and implement Customer Authentication through Gigya. EDUCATION UNIVERSITY OF COLORADO, Boulder, CO Bachelor of Science Degree 1990 - 1994 Major: Journalism / News Editorial Minor: Anthropology VCU BRANDCENTER, Richmond, VA Executive Leadership Training 2008 AWARDS MOBILE MARKETING ASSOCIATION SMARTIES AWARDS - Bronze Winner Chipotle Mexican Grill + Vibes AUG 2017 Award for CRM / Relationship Building - “Burrito-a-Friend” mobile referral campaign. ADOBO AWARD WINNER - Best in Marketing Chipotle Mexican Grill SEP 2016 Yearly internal company award given to a top-performing team member who has made an extraordinary impact on the company. EFFIE AWARDS - Silver Winner Crispin Porter + Bogusky 2010 Volkswagen of America - “Routan Boom” minivan launch campaign. Successfully led the development of a common digital platform / Content Management System (CMS) that supports all Chipotle brands and International websites. Developed content strategy and editorial plan for chipotle.com. Managed the execution of “Chiptopia Summer Rewards,” a frequency-based program which generated over 3.2MM registered account members within three months. Supported key business priorities including new menu rollouts, sponsorship opportunities with strategic partners such as Tabasco, Avocados of Mexico and T-Mobile. Champion for mobile compliance (TCPA), email marketing best practices and compliance (CAN-SPAM + CASL). Worked closely with key stakeholders on implementation of updated GDPR privacy guidelines for all EU websites. Led website accessibility + ADA compliance efforts across the company. Supported tactics to grow our digital ordering, delivery and catering business. Recognized for top performance and received Best in Marketing Adobo Award voted on by peers and senior leadership. Business owner and strategic lead for Chipotle’s CRM program. Steering committee member and key stakeholder in designing and implementing upcoming Loyalty Program. Developed best practices and measurement standards to track the impact of targeted direct-to-consumer communications. Monitored, analyzed and reported on Chipotle’s direct response programs. FACTORY DESIGN LABS, DENVER, CO Group Account Director NOV 2009 - MAY 2011 Responsible for client management and overall strategic direction for a portfolio of outdoor lifestyle and retail brands including: Oakley Women, Aspen Ski Company, The North Face and Callaway Golf Company. Managed the development and launch of an integrated brand campaign, “Perform Beautifully,” for Oakley Women and worked closely with Oakley leadership on the development of a new corporate mission statement. Led digital, mobile and consumer engagement strategies and execution of all integrated marketing campaigns on behalf of clients. Directed the development of a custom Content Management System (CMS) to support the redesign and launch of The North Face e-commerce website and iPad app. Established a change management process for content / editorial updates for the new website. CRISPIN PORTER + BOGUSKY, BOULDER, CO Management Supervisor FEB 2007 - NOV 2009 Responsible for digital account management for clients including American Express OPEN, Volkswagen of America, Coke Zero and Sprite brands. Developed creative briefs to inform digital media strategies and executed digital marketing campaigns. Developed CRM and customer loyalty initiatives for Volkswagen including lead management email and direct mail campaigns. Oversaw the 2009 market reveal of the VW GTI Mark VI via a mobile-only launch game including an interactive racing game, lead management handraiser email campaign, digital banners and updates to vw.com. Led the development of Sprite’s Sublymonal.com website, an interactive content / music mixing experience featuring LeBron James, as well as launching interactive marketing campaigns for Coke Zero’s Fantasy Football and NCAA Men’s basketball sponsorships. IAC BEST TRAVEL INTERACTIVE APPLICATION Vail Resorts - Avon, CO 2004, 2005 + 2006 Award for Vail Resorts “SnowMate” Desktop Applicaiton - Internet Advertising Competition (IAC) Best Travel Interactive app. CERTIFICATES + HONORS VICE PRESIDENT Brush Creek Elementary School PTA, Eagle, CO MAY 2019 - PRESENT PRESIDENT / BOARD MEMBER The Learning Tree Child Care, Eagle, CO AUG 2016 - JUN 2017 VIBES MOBILE WEBINAR PRESENTER How Chipotle Sets the Precedent in Mobile OCT 2017 SCRUM PRODUCT OWNER Certificate in methodology APR 2014 CONTRIBUTING WRITER Boulder Daily Camera - Boulder, CO DEC 1993 - MAY 1994 PROGRAMS Proficient in Microsoft Office Suite, Google Analytics, JIRA, Basecamp, SmartSheets, Adobe Photoshop, Salesforce Marketing Cloud, SendGrid ESP, Sparkfly Offer Management + SessionM CRM platform REFERENCES Available upon request VAIL RESORTS, BROOMFIELD, CO Director of Online Marketing + Sales, Marketing JAN 2006 - FEB 2007 Led the implementation of strategic and tactical online presence for Vail Resorts including corporate partner opportunities, strategic alliances and consumer-facing digital initiatives. Managed multi-year web platform and enterprise content management redesign project to support online marketing and e-commerce applications for five ski resort brands. Executed the marketing strategy and content for Snow.com as well as the development of a viral desktop snow reporting application (SnowMate). Responsible for all Vail Resorts online advertising campaigns, including planning, negotiating and managing media buys. VAIL RESORTS, AVON, CO Senior Manager, Online Marketing + Sales, Marketing AUG 2003 - DEC 2005 Online Marketing Manager, Marketing SEPT 2002 - AUG 2003 Developed and executed online advertising campaigns and SEO strategy for five ski resort brands. Responsible for digital media planning, overseeing annual media budget of $2.0MM. Worked directly with digital agency partners to lead website maintenance + development. 23airmail NEW MEDIA + STRATEGY, DENVER, CO Director of Interactive Strategy SEP 2001 - AUG 2002 INFOBEAT / INDIMI, INC. (A SONY GROUP COMPANY), DENVER, CO Director of Products JUN 1998 - AUG 2001 MERCURY MAIL, DENVER, CO Advertising Sales Project Manager DEC 1996 - JUN 1998 PO Box 40,000 | Vail, CO 81658 | www.vailhealth.org VLMDAC Application Dec. 2, 2020 If appointed to the VLMDAC, I will push for creative messaging to escape the ‘sea of sameness’ often seen in mountain resort marketing efforts. I will champion bold marketing strategies and tactics with the goal of truly acting like the iconic brand that is Vail. If you are satisfied with status quo, I’m not your guy. Thank you, Michael Holton Michael Holton EXPERIENCE Vail Health Chief Marketing & Experience Officer 2019 - Present VP of Marketing & Communications 2016 – 2019 Director of Marketing 2011 - 2016 Colorado Snowsports Museum & Hall of Fame – Vail, Colorado 2010-2011 Freelance Consultant – Marketing & Strategic Communications The Steadman Clinic – Vail, Colorado 2010-2011 Freelance Consultant – Marketing & Strategic Communications Beaver Creek Resort – Beaver Creek, Colorado 2006 - 2011 Marketing Manager Vail Resorts – Avon, Colorado 2004 - 2006 Online Marketing & Sales Manager PBS Television – Kansas City, MO 2003-2004 Assistant Producer EDUCATION University of Kansas - Lawrence, Kansas Major: Journalism, Marketing & Strategic Communications emphasis University of Ireland - Galway, Ireland VOLUNTEER EXPERIENCE Vail Valley Partnership Board of Governors Vail Christian Academy Board of Directors Eagle County Mental Health Advisory Committee Advisory Committee Member – Appointed by the County Commissioners Vail Local Marketing District & Advisory Council Advisory Council Member – Appointed by the Vail Town Council Vail Valley Young Professionals Board of Directors December 4, 2020 Dear Vail Town Council, Please accept my interest in applying for the open position on the Vail Local Marketing District Advisory Council. As some of you may recall, I had the privilege to serve on the board from 2016 to 2018, before moving to Hawaii with Four Seasons Hotels and Resorts. I believe my recent experience in Hawaii combined with over 30 years of involvement in the mountain community would add value to the council’s efforts to navigate the current environment and shape the long-term strategies to further position Vail as a world class, year-round destination. I recently returned from Four Seasons Resort Oahu at Ko Olina where I se rved as the Director of Marketing for almost three years. I have resumed my previous post as Director of Sales & Marketing for Four Seasons Resort and Residences Vail, a role I previously held from 2013 to 2018. Prior to that, I was in the same Sales & Marketing capacity at both Park Hyatt Beaver Creek, for nearly 9 years, and before that, at Vail Cascade Resort & Spa for 5 years. I have also held various roles in Breckenridge and Keystone resorts as well as serving on Destination Colorado Board of Directors, an organization that focuses on how to attract meetings and conventions to Colorado. As a result of my experience working for both independent and luxury brands, I have had the exposure to a wide variety of resources and knowledge, which has allowed me to be an even more effective leader within the Sales & Marketing disciplines. I would welcome the opportunity to use this combined knowledge and experience to help augment the current efforts of VLMDA. Additionally, I have had the great privilege to raise a family here in the Vail Valley for over 20 years and I am truly passionate about what a special place this is, as well as how important it is to help minimize the seasonality in order to sustain a vibrant economy and community. Thank you again for your consideration. I am available for any questions that you may have. I hope to have an opportunity to serve this important cause and look forward to continuing the journey. Sincerely, Scott Gubrud Director of Sales & Marketing Four Seasons Resort and Residences Vail J. Scott Gubrud Professional experience 2/18 – 8/20 Four Seasons Resort O’ahu at Ko Olina Ko Olina, HI Director of Marketing  Revitalized Group and Catering segments through new leadership, additional resources and market deployment resulting in 40% growth in group pace for future years and growing Wedding business from $1.4M to $2.4M.  Improved Transient revenue by 28% over the past 2 years primarily in the Published segment.  Focused resources towards digital/social media initiatives to drive top of funnel web visits (rank 4 in the Americas) and ultimately improve web revenues (rank 4 in the Americas) with an increase in FS.com revenues of 22%.  Developed greater merchandising and direct sales around the high value Suite product through the Suite Experience program to improve suite revenues by 35% over a two-year period as well as enhance the Guest Experience.  Collaborated with the Front Office team to create a sales culture around the Upsell Program resulting in a 29% improvement and over $1.7M in revenues in 2019.  Successfully positioned 3 signature restaurant outlets and 35,000 square foot spa within the dynamic Oahu local market, Ko Olina Resort community and our in-house points of sale.  Achieved top accolades with key publications such as Conde Nast and Travel & Leisure through a combination of product/experience innovations along with supporting public relations, social media and electronic campaigns.  Focus on developing and growing high performing team within the Division through engagement, planning and alignment (total team of 42 associates). 8/13 – 2/18 Four Seasons Resort and Residences Vail Vail, CO Director of Sales & Marketing  Recognized as Four Seasons Americas Sales & Marketing Hotel of the Year in 2017.  Created new on-site sales and marketing organization to help further reposition the resort and generate greater results within the group market by 87% in both room nights and ADR.  Developed a Private Retreat marketing plan to improve and grow the contribution of this high value inventory.  Successfully re-launched The Remedy Bar to help enhance the arrival experience, vibrancy of the resort and create a standalone venue for destination guests and locals alike.  Lead and manage all revenue touch points of Sales, Catering, Marketing, Public Relations, Revenue Management, and Reservations (shared model) teams entailing a total team of 17 associates. 1/05 – 8/13: Park Hyatt Beaver Creek Resort and Spa Beaver Creek, CO Director of Sales & Marketing  Responsible for $30 million in top-line Revenue with an annual occupancy of 61% and ADR of $345.  Outperforming comp set in our 2012 YTD RevPAR index change and outperformed comp set with a cumulative 45% increase in RevPAR compared to the comp set’s 18% during the period of 2005 to 2008.  Develop, implement & manage all aspects of both local and corporate coordinated Sales & Marketing plan ($2.4 million annually) for all components of the resort including collaborating with Allegria Spa.  Successfully implemented sales, marketing and public relations initiatives to further upwardly reposition the resort with a 4- year $30 million dollar investment in renovating all aspects of the resort to include a significant re-launch of Allegria Spa and 8100 Mountainside Bar & Grill.  Manage and direct oversight of Sales, Marketing and Public Relations along with lead collaborative role with Revenue Management, Reservations team and Catering Sales, all of which entails a total team of 15 associates. 7/00 – 1/05: Vail Cascade Resort & Spa Vail, CO Director of Sales & Marketing  Responsible for $33 million in top-line Revenue with an annual occupancy of 54% and ADR of $226.  Develop, implement & manage all aspects of Sales & Marketing plan for all components of the resort including Hotel, F&B, Spa & Club and Condominiums ($3 million annually). Cell 970.376.8969 jsgubrud@aol.com 91-1811 Waia’ama Street Ewa Beach, HI 96706  Successfully implemented 4-year $20 million dollar investment to reposition the resort in the luxury market.  Lead role in the development and successful launch of the $4 million remodeled Aria Spa & Club.  Manage and direct oversight of Sales and Reservations team, E-Marketing/Revenue Management, Resort Marketing and DMC Sales, which entails a total team of 20 associates.  Lead role in the implementation and migration of sales and catering software system. Additional Professional Activities Education 11/96 – 7/00: Beaver Run Resort & Conference Center Breckenridge, CO Director of Sales & Marketing 7/98 – 7/00  Responsible for $16.1 million in top-line Room Revenue.  Develop, implement & manage all aspects of Sales & Marketing plan for entire resort ($900,000 annually).  Manage Sales staff of 7 and Revenue Manager.  Managed all aspects of $3.5 million Conference Center remodel.  Restructure and expansion of Sales Staff. Director of Sales 11/96-6/98  Responsible for $6 million in Group Room Revenue and managed Sales staff of 6.  Implementation of Windows based computer systems and Delphi software migration for Sales & Conference Services departments. 1/95-11/96: Lion Square Lodge & Conference Center Vail, CO Director of Sales & Marketing  Restructured and created new sales, conference service and catering team.  Developed new in-house catering operation.  Acquired and implemented new Sales & Catering software system.  Transitioned from a manual to automated reservation system. 1/91-1/95: Beaver Run Resort & Conference Center Breckenridge, CO National Sales Manager  Responsible for over $1 million in annual production for the National Corporate and Incentive markets.  Awarded Sales Manager of the year 1991 and 1992. 5/90-1/91: The Inn at Keystone Keystone, CO Sales/Conference Services Manager  Handled all group markets and Tour Operators for startup hotel.  Coordinated all aspects of group itinerary and supervised all operational duties of the banquet department. 11/88-5/90: Keystone Resort Keystone, CO Assistant Front Office Manager/Operations Supervisor  Managed front desk, tracking, van drivers and access departments with staffing base of 35 employees.  Directed and forecasted housekeeping activity level for 10 properties with 900 condominium/houses and handled front of house accounting functions for owner statements. 2016-2018 Board member, Vail Local Marketing District Advisory Council 1992-2000 Board member, President and Past President of Destination Colorado 1995 PSS III Certification 1993 Educational Institute – AHMA Certified Hospitality Sales Professional 1988 University of Colorado at Denver Finance/Marketing From:Meredith Macfarlane To:Liz Gladitsch Cc:Scott Gubrud Subject:Scott Date:Friday, December 11, 2020 1:05:57 PM Dear Vail Town Council, This letter is to establish that Scott Gubrud is the official designee of Four Season Resort and Residences Vail for a Vail Local Marketing District Advisory Council position. Sincerely, Meredith Macfarlane General Manager Meredith Macfarlane | General Manager Four Seasons Resort and Residences Vail One Vail Road, Vail, CO 81657 (O): 970.477.8601 Meredith.Macfarlane@fourseasons.com https://fourseasons.com/vail Need Anything? Click HERE to Chat with us. Vail Town Council c/o Liz Gladitsch E-mail: lgladitsch@vailgov.com Dear Vail Town Council: I would very much like to give back to the Vail community, the place I have chosen to raise a family. It is important to me that it remain a vibrant, economically secure place. I’d like to put my twenty+ years of markeIng experience, much of which was gained right here in our happy valley, to good use helping the community by serving on the Vail Local MarkeIng District Advisory CommiMee. I began my career freelancing for Dallas public relaIons agencies. Shortly thereaOer I transiIoned into markeIng research for a financial company. Inspired to learn more about business I earned my Masters in Business AdministraIon. Using that knowledge, I started and ran an online business in the travel industry. Venturing into markeIng and public relaIons for the Bravo! Vail Valley Music FesIval eventually led to client services and business development at Spark CreaIve, a full-service adverIsing agency specializing in real estate development and sales for clients such as Vail Resorts Development Company. I then transiIoned those skills and knowledge to my own agency, Kaleidos MarkeIng Group. As a board member, when needed, I stepped in to assist the Vail Symposium through a transiIon. That resulted in a full Ime posiIon as ExecuIve Director. I eventually leO that posiIon to get back to my true passion of markeIng and to work for another beloved community organizaIon, the Antlers at Vail. I also freelance write, and publish my own family travel website. The assets that I would bring to the VLMDAC include: •An easy transiIon onto the board: I have aMended many VLMDAC meeIngs over the past decade, and even parIcipated in the media trips. This year I have aMended almost every VLMDAC meeIng. I understand the community stakeholders, the target markets and what it takes to execute a successful markeIng plan of this magnitude and represent a brand of this standard. •A deep understanding of the funcIon and goals of each VLMDAC partner: As VP of client services at Spark CreaIve I was responsible for creaIng and maintaining the brand standards for projects such as the Arrabelle and One Ski Hill Place. I have created and directed many strategic print and digital media plans. As a key leader at both Bravo! Vail and the Vail Symposium I also have a deep understanding how events can leverage markeIng efforts. •The discipline of markeIng has changed at lightning speed and I am up to date on the changing landscapes of all markeIng and public relaIons disciplines. •Vested in the community: I did not come to Vail for a job but rather chose to make it my home and raise a family here. This wide breadth of experience in markeIng, travel and events offers an excellent fit for the Vail Local MarkeIng District Advisory Council. I’m pleased to apply for the open volunteer posiIon on the advisory council and look forward to meeIng with the Town Council. Warmly, Liana C. Moore LIANA CARLSON MOORE P.O. Box 4131, Vail, CO 81658 ~ 970.471.4428 ~ liana.moore@gmail.com Strategic marketer, storyteller, communicator, writer & digital content creator PROFESSIONAL EXPERIENCE Director of Marketing, Antlers at Vail, Vail, CO March 2013 - Present •Researched and implemented new CRM platform to improve guest relations and drive revenue. Average email sent through system generates $50k+ of revenue. •Implemented new online booking engine resulting in 173% increase in conversions and 114% increase in revenue booked online year over year. •Directed creation & implementation of new logo & corporate identity to represent elevated quality. De- veloped responsive website. •Created & implemented reputation management plan resulting in almost doubling review quantity (2014 to 2015) and a jump from #5 ranking in TripAdvisor Vail Specialty Lodging to #1 (2014 to 2016) by using guest feedback to improve operations. •Member of team strategizing lodging quality improvement plan that after implementation resulted in achieving a platinum rating in July 2015. •Co-authored Vail Valley Partnership Success Award application, winning “Community Impact” award. Publisher, Insider Families, Vail, CO April 2016 - Present •Built family travel website on Wordpress platform. Created content with accompanying SEO strategy to drive 15,000+ page views per month. Rank on Google #5 for “Vail summer,” #8 “Vail in Colorado.” •Use writing, photography and even videography to tell stories and engage family travelers. •Won best Lonely Planet Family Travel Blog for August and September 2018 and January 2019. Outdoors Editor, TravelingMom, New York, NY July 2017 - Present •After being a Contributing Writer for TravelingMom, the largest independent family travel website, since 2017, in November 2020 took on role of Outdoors Editor. Write, edit and update outdoors relat- ed articles. Executive Director, Vail Symposium, Vail, CO June 2010 - March 2013 •Oversaw creation and execution of signature event, Living at Your Peak which doubled 2012 budget. •In 2011 produced 37 stimulating programs with 68 speakers and moderators and reached 5,311 audi- ence members, a 51% increase over 2010. •In 2011 increased program revenues by 43% and proﬁtability by almost 200% from 2010. Moore, Liana Carlson - Page of 1 2 Owner, Kaleidos Marketing Group, Vail, CO September 2008 - August 2017 •Developed and executed marketing plans and strategies to increase revenue and strengthen brands for clients. Strategies included marketing mix of: print design, web design and marketing (SEO/ SEM), me- dia planning, public relations, direct mail, client communications, social media and more. •Inspired team of associates to produce excellent results. Managed consultants to optimum utilization while delivering success in timeliness and cost effectiveness of project deliverables. •Manage successful marketing programs for clients including Bravo! Vail Valley Music Festival, Roundup River Ranch, Slifer Designs, KH Webb, Land Designs by Ellison, Vail’s Mountain Haus and others. VP, Client Services & Business Development, Spark Creative, Vail, CO January 2007 - August 2008 •Pitched and earned accounts valued at over $2 million while maintaining excellent client satisfaction. •Customized approaches to match the business situation of the client. Used processes and strategies from past projects and created new approaches to deliver proﬁtable & successful projects. •Inspired the team of associates and clients to produce excellent results. •Built relationship activities; identiﬁed new opportunities to do repeat business with current clients. •Wrote copy, art directed, developed marketing and media plans, wrote press releases, managed print vendors, website development, consulted on SEO, SEM and other tasks necessary to a project’s success. •Managed successful marketing programs for clients including Vail Resorts Development Co., Hermes Resort Properties, Grand Station, Limelight Lodge, Slifer Designs and others. Director, Public Relations & Marketing, Bravo! Vail, Vail, CO June 2002 - Jan. 2007 Awards and Accomplishments •Developed and obtained marketing sponsorships and trade valued at over $100,000. •Wrote grant for, and won Non-Proﬁt of the Year Success Connections Award for 2003. •Increased ticket revenue in 2003 by 70%; Exceeded ticket revenue budget by $50-100,000 annually. •Created new organization targeting young professional demographic, Bach on the Rocks. •Built economic model, quantifying Festival’s impact upon community: total revenue impact of $10 mil- lion and tax revenues of +$500,000. Created ﬁrst model of kind in the community. •Overhauled website in 2003 and 2006. Increased web visits by +70% annually. President & Founder, After I Do, LLC., Denver, CO and Dallas, TX September 1997 - June 2002 •Created business concept for the ﬁrst On-line Honeymoon Gift Registry. •Created public relations program; Achieved national press coverage, including Good Morning America. •Developed strategic alliances with 200+ travel agents; Developed and implemented sales training. EDUCATION SOUTHERN METHODIST UNIVERSITY, Dallas, TX Master of Business Administration, May 1998, Dean’s Scholarship TRINITY UNIVERSITY, San Antonio, TX Bachelor of Arts in History, May 1994 ACTIVITIES Women’s Foundation of Colorado Grant Selection Committee 2019; Coach, Girls on the Run 2016; Marketing Committee, Public Access 5 2015-2017; Advisory Council, Vail Symposium 2013-Present; Organizer, TEDx- VailWomen 2011; Presenter, Rural Mountain Philanthropy Days 2011; Secretary, Vail Symposium Board of Di- rectors 2008-2010; Member, Eagle County Planning Commission 2006-2008. Moore, Liana Carlson - Page of 2 2 December 4, 2020 Dear Vail Town Council, This letter is to establish that Liana Moore is the official designee of the Antlers at Vail for a Vail Local Marketing District Advisory Council position. Liana has been working with the Antlers since 2013 and she has helped us tremendously to improve the Antlers image and its marketing endeavors. Furthermore, Liana is a team player and community minded person at heart, which makes her extra special at our property. I highly encourage your consideration of her candidacy. I am certain she will a wonderful asset to this incredible council. Warmest Regards, Magdalena I King General Manager December 7, 2018 To Whom It May Concern: Please accept this strong endorsement of Liana Moore as an applicant for one of the open positions on the VLMDAC. As I hope you already know, the Antlers always encourages (and lends its full support to) participation by our employees in community functions like this one. In this case more than most, I am confident that there could not be any more qualified person for this position. For starters, Liana is simply a brilliant marketer. I have seen this from the sidelines with Bravo and the Vail Symposium, as well as first hand here at the Antlers. Perhaps even more importantly for this particular role, as a result of her rich experience she also has keen insight into the essence of the community at large, and the brand that we live by. She is simply a delight to work with, and I know that she works well with large groups. That asset should not be undervalued in this particular circumstance. It also doesn’t hurt that she happens to be an enthusiastic, family oriented professional around 40 years old … a demographic that’s one of our important target markets. Overall, her intellect, insight and incredibly well rounded experience make Liana the perfect choice. I sincerely hope that you’ll select her to serve in this role. Thank you so much for your consideration. Please call me if you have any questions. Robert LeVine Consultant Vail Town Council, I have been fortunate enough to have the privilege of serving as a member, and chairman of the Commission on Special Events. I am honored to serve our community and with my CSE term coming to an end I would like to submit my request to volunteer for the Vail Local Marketing District Advisory Council. As a member of CSE I had the privilege of working closely with VLMDAC and have become familiar with their mission and how they report to Council. The impact of their targeted marketing efforts to expand calendar awareness and guest visitation has been undeniably impactful. My work in the creation of several independent concepts, marketing experience, and embodiment of the active mountain lifestyle has uniquely prepared me for understanding Vail’s guests and target demographics from several perspectives. A data-driven approach combined with experienced situational awareness continues to help shape my understanding of the Vail visitor. As you know the VLAMDAC is currently funded by a 1.4% lodging tax. This puts us on the lowest end of our competitive set within the state. I am eager to potentially be a part of the discussion to revise this tax and how it would affect the Advisory Council. I am very intrigued and optimistic regarding marketing opportunities that would come from raising the lodging tax to be more in line with other mountain communities. I believe this would also create the capability to evolve the scope of the board. A well-balanced board helps make for intellectually curious discussion and sound decision making. I believe my professional experience, commitment to Vail’s prosperity, and my enthusiasm to participate as an informed member make me qualified candidate. I have consistently been impressed with the vision and leadership the VLMDAC has provided to support the Council’s mission and I would be eager to learn and contribute. Thank you Barry Davis BARRY DAVIS 970.331.7966│WilliamBarryDavis@gmail.com PROFILE Entrepreneurial thinker possessing exceptional leadership and communication skills. Particular talents in building teams, concept creation, adaptability, and creative problem solving. Committed to embodying the utmost degree of professional and organizational integrity. I lead with enthusiasm, authenticity, and integrity, in order to influence teams to drive a positive, practical impact. Developing and implementing business plans, creating powerful marketing strategies, and providing world-class customer service. CORE VALUES Integrity, Compassion, Accountability PROFESSIONAL EXPERIENCE Business Development, GrowLife Inc., November 2018-Present GrowLife, Inc. (OTCC:PHOT) is a nationally recognized cultivation service provider that markets progressive horticulture equipment, supplies and genetics. The Company operates four channels across the nation including retail, e-commerce, direct sales and distribution. Leadership/Management • Identification and creation of new business opportunities • Conduct market research in order to asses value and size of opportunities • Build partnerships with focus to pursue enhanced product offering • Identify sales vehicles, influencers, decision makers with potential customers • Qualify new leads and build relationships • Work across several departments and subsidiary companies to achieve big picture goals Founder / Owner Operator, Yellowbelly Chicken, September 2012-October 2018 Yellowbelly Chicken is a regional chain of Fast Casual restaurants with a Colorado point of view. Committed to offering a lifestyle inspired menu that tastes great while being good for you too. Served in a welcoming place for friends, families and the communities we are a part of. Leadership/Management • Creation of concept from idea phase to completion • Development of service model and training systems • Pitching investment and securing over $2M in capital • Investor relations and communication • Marketing and branding Founder / Owner Operator, Bol, April 2009-April 2013 Created the first of its kind bowling experience by joining upscale dining and family entertainment. A personal career highlight was the formation of a “dream team” of dedicated professionals committed to creating a distinctive customer experience. Leadership/Management • Concept invention, implementation, and operation • Development of service model and training systems • Marketing and Branding Founder / Owner Operator, Art’s Bar, November 2004-May 2007 Art’s Bar filled a niche as a local hang out and created a strong sense of community. A festive atmosphere with and extremely dedicated customer base. By extending great service to an underserved population Art’s created a devout and loyal following. Owner Operator, Platz’l, November 2002-July 2004 Après ski bar and nightclub located near Vail’s iconic covered bridge. Delivered a struggling business from red to black in only two months and achieved goal of saleable business in less than a year. COMMUNITY Chairman, Commission on Special Events for the Town of Vail • Creating and implementing a special event strategy for the Town of Vail • Allocating over $1M in funds budgeted for events • Reviewing and additional $3M in programming funded by Town Council • Evaluating and executing contacts with event producers / promoters • Managing relationships with corporate partners Mentor, Western Kentucky University Center for Entrepreneurship and Innovation • Advising aspiring and current entrepreneurs • Development of programming to achieve desired learning outcomes Buddy Mentor, Bright Futures Foundation • Foster youth through building consistent and trusting relationships • Based on the Big Brother / Big Sister style of Mentorship EDUCATION Bachelors in Business / Mass Communication Western Kentucky University, December 1998 • Chairman, “Spirit Masters”. University Ambassador Program • Vice-Chairman, University Center Board. Programming special events for student body • President, Phi Delta Theta Fraternity • WKU Rugby Continued Education: International Business / Spanish, Tec de Monterrey, December 2001 • Participated in exchange style learning program with WKU • Graduate level study in Spanish language for two years Me • Outdoor activities (Snowboarding, Mountain Biking, and River Adventures) • Coffee with friends for scheming and dreaming • “Happy Hour” with family to discuss the day