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VLMDAC January Meeting MinutesVail Local Marketing District Advisory Council Monthly Meeting January 20, 2022, 8:30 am In person Grand View & Virtual Zoom VLMDAC member attendees: Esmarie Faessler (Sonnenalp), Erica Cannava (Manor Vail Lodge), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), Liana Moore (Antlers), Barry Davis (TOV council), Scott Gubrud (Four Seasons), Kam Bozich (Slifer, Smith & Frampton), Lauren Barotz (Vail Resorts) Additional attendees: 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), Kim Brussow (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership), Amanda McNally (MYPR),, Jeff Strahl (Cactus), Kim Brusow (Vail Valley Partnership), Chris Romer (Vail Valley Partnership), Mark Herron (Lodging Liaison), Meggen, Brad Ficek (Cactus), Stephanie Bibbens (Town of Vail), Heather Vazza (Cactus), Katie Kukar (Vail Chamber), Jenna Duncan,(BAAG) Teri Lester, Jennifer Collins (Vail Honeywagon) Call to Order Esmarie called meeting to order 8:39AM SWEARING IN OF BOARD MEMBERS Stephanie Bibbens swears in three new board members- Erica Cannava and Jana Morgan were reappointed Lauren Barotz was appointed l.BOARD DECISIONS/APPROVALS Approval of last months minutes ll.INFORMATION & DISCUSSION TOPICS •Monthly Financial Report- November lodging tax revenue was $156,000 up 32% 2020 and 5% from 2019 Year to date $3.4m through November, which is 16.3% up from budget and 10.2% up from 2019 Expenses $2.8m compared to total budget of $3.9m, we have a few more invoices to receive but we are expecting savings that will go into the fund balance to be used next year or in the future Next meeting, year-end collections and hoping to have a final report for the year •Group Sales Review- Highlights from Group Sales- Cvent is our best asset right now We are 10.7% up from 2019, highlighted groups in the pipeline over 1,000RNs Travel trends- planners seem to be more confident group travel will be strong by Spring Back to nature- purposeful meeting experiences, sustainability- Millennials are top attendee demographic Less flexibility with cancellations/rebookings-Airlines are canceling a lot of flights because of staffing Discussion ensued about marketing strategies for Vail – enhance group content on DiscoverVail.com Changes in the marketplace- smaller groups, less rooms, shorter duration on length of stay in 2021 MTS- 473 attendees are registered as of today DiscoverVail will be the main sponsorship from the Town of Vail • 2022 Planning Update- Audience findings- we recommend shifting to a higher net worth audience Moving forward we will be focusing on traditional and digital 2021 Media recap- in the packet materials you will find a detailed 2021 report that outlines key findings from the VLMD 2021 media efforts Redefining the role of Media for 2022 According to Adara, consumers spent over $12m on hotel bookings after seeing a VLMD ad in 2021, we want to increase that. We must redefine our key performance indicators, refine our targeting so we are more honed into our best prospects, and optimize the media mix to ensure we inspire our prospects when they consume media. See presentation for more details NEW- Qualified Traffic KPI- focused on driving engaged consumers to the site Discussion ensued- Cactus will come back in February with a more detailed plan • Campaign Production Updates Final revised: further adjustments to end card animation 15 second cutdown Tier 2 image selects and retouching Building out the rest of the assets needed per 2022 media recommendation Video will be shown next meeting • Dashboard Review We are transitioning over to Tableau Purpose: to create a central place to view and monitor business, marketing, and user experience metrics as it relates to our yearly goals 2022 Marketing Priorities: Build the relationship- capture data, Engagement & Loyalty Brand Stewardship: Positioning Vail as the Premier International Mountain Resort Community Optimize Visitation Destination Management Leadership Partner Operations See presentation for more details • Town of Vail Updates- Reimaging events- approved all of quarter 1 Changing some of the formalities, we will present the new plan to council on February 15th Spring back and Cowabunga Elevate the experience March 1st-April 24th in coordination with VR • Other Business New meeting content- feedback on how the information is being presented (packet/power point/etc), the Board likes the way the content is being delivered lV. MINUTES • VLMDAC December 16, 2021 Minute Approval by Jana/ second by Erica/ unanimous • Action requested of Council Adjournment Motion to adjourn by Scott / second by Erica / unanimous 10:37am Adjournment to VLMDAC Executive Session VLMDAC Executive Session, pursuant to: 1) C.R.S. 24-6-402(4) (e)- to determine positions, develop supplemental strategy and instruct negotiators Upcoming Meetings: VLMDAC Monthly Meeting Thursday, February 17, 2022 In-person at Grand View Room and Virtual Via Zoom