HomeMy WebLinkAbout02. VLMDAC December Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
December 16, 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), 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), Chris Romer (Vail Valley Partnership), Kim Brussow (Vail Valley Partnership),
Kay Schneider (Vail Valley Partnership), Lauren Barotz (Vail Resorts), Mark Herron, Christopher
Matthews (Vail Daily), John Plack (Vail Resorts), Jenna Duncan, Lauren Scutt (Cactus), Mike
Lee (Cactus), Amanda McNally, Charlie Herrington, Jeff Strahl(Cactus), Mark Herron (Lodging
Liaison), Rhonda Helton, Satchele Burns, Parker (Bravo Vail)
Call to Order
Esmarie called meeting to order 8:36AM
l. BOARD DECISIONS/APPROVALS
Travel Classics-
You can find a memo with more details in the packet
Premier travel media conference in the world. Connecting top freelance travel writers and
Editors in North America
We want to bring it to Vail sooner than later as Aspen can’t host it (Fall 2022)
This is a three-night, four-day event, the dinners are key to showcasing the destination
It is a $75,000 Sponsorship fee plus $20,000 PR budget and hosting a dinner $5,000
Attendance? There is a waiting list, the only way they can attend is to be a sponsor
Motion to Approve moving $75,000 from Contingency to Travel Classics by
Erica/second by Liana/Unanimous
Dream Trips-
Current Conversations-“brainstorming”
Four Seasons- Bespoke Knapp Ranch partnership
Vail Resorts- Chalet trip, possible Paragon inclusion
Sonnenalp- Ultimate Bavarian themed trip w/German property
Is the Board comfortable with partnering with a property in another destination? This is for
next summers campaign
ll. INFORMATION & DISCUSSION TOPICS
• Monthly Financial Report-
October collections are $146.3 thousand which is up 86% from 2019 and 63% up
from 2020
Year to date $3.2 million which is 16% from budget compared to 2019 total collections
are up $305,000 or 10.5%
Expense - VLMD spent $2.4million 61% of total budget
• 2022 Planning Update-
Media Personas:
Destination Families are our primary, with destination front rangers and active
professionals
Shifting in states- Texas and California are always on top, we have seen some spikes
around Washington DC
How do we focus in on the personas we are going to get the best attraction from
December 17-23 Brief Development
December 24-January 20 Partner Strategy and tactic development
January 7 Partner check-in
January 20 January Board Meeting- share seasonal direction
February 17 February Board Meeting- share tactical plans
March 17 March Board Meeting- Share final creative assets
See presentation for more detail
• Campaign Production Updates–Cactus
Last time we shared the spots/ the rough cuts for approval, we approved
We have Finalized the audio and color correction now and finish the visual affects
The edit is the same, the way we are telling the story is the same. We have just been
refining and enhancing and we will watch the 30 and then the 90
Discussion ensued about details
• Town of Vail Updates-
Council selected new Mayor- Kim Langmaid
Interviews December 21st for three vacant positions on VLMDAC
Vail après party tomorrow 3:30-5 at the Arrabelle Ice Rink
We have silent discos, fireworks, ski downs
• Other Business
lV. MINUTES
• VLMDAC November 18, 2021 Minute Approval by Scott/ second by Erica/ unanimous
• Action requested of Council
Adjournment
Motion to adjourn by Erica/ second by Scott / unanimous 10:20am
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, January 20, 2021
Virtual Via Zoom