HomeMy WebLinkAbout01. VLMDAC November Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
November 18, 2021, 8:30 am
Town Council Chambers & Virtual Zoom
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), Erica Cannava (Manor Vail Lodge), Jana Morgan (Mountain
Standard), 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), Ainslie Fortune (Cactus), Mia Vlaar (Town of Vail), Jeremy Gross (Town
of Vail), Liz Gladitsch (Town of Vail), Carlie Smith (Town of Vail), Bob Brown (BAAG), Jeremy
Coleman (BAAG), Kay Schneider (Vail Valley Partnership), Lauren Barotz (Vail Resorts),
Christopher Matthews (Vail Daily), Brad Ficek (Cactus), John Plack (Vail Resorts), Jenna
Duncan, Lauren Scutt (Cactus)
Call to Order
Esmarie called meeting to order 8:39AM
l. BOARD DECISIONS/APPROVALS
ll. INFORMATION & DISCUSSION TOPICS
• Sustainability Campaign Budget Shift-
$14,000 was budgeted as part of the last supplemental to do article ad placements.
We realized this was more than needed and was really editorial.
See presentation for more detail.
This feels a little rushed, we don’t need a motion we will just table this for now and
additional budget will transfer over to fund balance for 2022
• Monthly Financial Report-
$303,000 which is 26% over last year and 38% ahead of 2019
Collections a little over $3million, revenues are 3% over
Expenses $3.1m which is 90% of the total budget
• 2022 Planning Update-
We needed an owned website to grow the brand and drive visitation
We needed to add technology that allowed for effective data capture and activation
We needed to completely reset the “go-to-market” process
2019 no web data collection- 2021 over 230k visitors to analyze
• Campaign Production Updates–Cactus
We are continuing to edit we should be wrapping up shortly
Things are continuing to move forward, hopefully at the December meeting we will
have more to show
• Data Capture Prioritization- Cactus
Objective- Gap analysis and prioritization of date capture and accessibility needs
Process- Brainstorm data capture ideas, Scores ideas on Difficulty/cost to implement,
Score ideas on impact, Group and prioritize ideas, Identify timing and budget
implications of top ideas
See presentation for more details
• Town of Vail Updates-
We had an election, it was positive.
We will do interviews for 3 open seats at the December meeting
Events-info about events? Discovervail.com
Tree lighting, Apres music, ice skating shows, arts workshops
Vail Snow days and Powabunga music festival
Tomorrow the 19th, is our first Apres party, they will be the third Friday of the month
• Other Business
lV. MINUTES
• VLMDAC October 21, 2021 Minute Approval by Liana/ second by Erica/ unanimous
Adjournment
Motion to adjourn by Jenn/ second by Erica/ unanimous 10:15am
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, December 16, 2021
Grand View Room, Lionshead
/Virtual Via Zoom