HomeMy WebLinkAbout01b. VLMDAC February Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
February 17, 2022, 8:30 am
In person Grand View & Virtual Zoom
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), Erica Cannava (Manor Vail Lodge), Liana Moore (Antlers),
Barry Davis (TOV council), Scott Gubrud (Four Seasons), Kam Bozich (Slifer, Smith &
Frampton), Lauren Barotz (Vail Resorts)
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), Kay Schneider (Vail Valley
Partnership), Amanda McNally, Jeff Strahl(Cactus), Mark Herron (Lodging Liaison), Meggen,
Brad Ficek (Cactus), Heather Vazza (Cactus), Katie Kukar (Vail Chamber), Barbara Anderson,
Matt Stontz (Cactus), Denise (SMARI)
Call to Order
Esmarie called meeting to order 8:40AM
l. BOARD DECISIONS/APPROVALS
• Influencer Program
The Process- Strategy development, Research and Selection, Influencer outreach and
negotiation, Contracting per campaign objectives, Trip Development
Resource we use is called Klear, Mia found a program called Sideqik and asked us to
research, today we will ask you for extra monies for this program
Board Request- requesting additional $3,000 for Sidqik program from contingency
(Cost share with MYPR of the annual $6,000 fee)
Motion to approve by Erica/ second Liana/ Unanimous
• SMARI Brand Segmentation Study
The group will come in March 7, 8 & 9
Denise explained Segmentation Study for Destination Stewardship Plan
Requesting VLMDAC Board approval to move $20,000 from Contingency budget
-discussion ensued comparing this to Burke which was last used in 2019 and adding
International
Motion to approve $20,000 from contingency to SMARI by Erica/ second Liana
/Unanimous
• Supplemental Budget
2021 amended budget revenue- $3,401,000
2021 Actuals revenue (preliminary- $4,277,246
2022 budget revenue- $3,826,000
Available over 25% directive- $1,370,962
See presentation for more details
Timeline- February 17th- Board provide direction to partners
March 17th- Partners to present recommendations for Supplemental plan that
will address VLMDAC’s objectives/priorities for Board review
April 5th or 19th- Supplemental request presented to Town Council
Chris explained Bill 1117 that may pass and would allow Town Councils to use
marketing budget for other things- housing, childcare
Chris spoke about Desimetrics and we are up every month (the slowest month we are
Still up 47%)
ll. INFORMATION & DISCUSSION TOPICS
• Monthly Financial Report-
Month to date through December 2021- $517,423.58
Year to Date- $987,546
2020 year to date-$264,956
Fund balance- $2,701
• 2022 Planning Update-
2022 Paid Media Overview- Inspire destination travel to Vail
Geographies- Primary- Houston, Dallas, Chicago secondary- Denver & new markets
(NYC, SF) Timing- Late March-October
2022 Influencer strategy- Consumers are more likely to follow influencers who look
like “everyday people” – Influencers in the 10-100K follower range is best for us-
budget is $50,000
Lodging Tactics- Increase bookings via Book>Direct, Launch Lodging Specials,
Create and execute lodging communication plan, Promote Dream campaign to
lodging sector
Group Sales & Marketing Tactics- Continue to collaborate with VLMD on best ways to
market & develop the brand, strategic leadership with lodging partners, Impact mid-
week occupancy with focus on Spring/Summer/Fall, Bi-weekly meetings with Vail
DOS advisory council, Coordinate destination site tour logistics, Leverage Cvent
marketing tools to enhance brand recognition
In Market- Community Campaign Kick-off (May/June date TBD)
Events/Activations- increase in DiscoverVail awareness at events
Welcome Centers
Direct Marketing- Data- Quick recap of Driven Roadmap and Loyalty Program
• Campaign Production Updates
Continue to move to active campaign
Cactus uploaded updated video
You can click through the stills at your leisure, paid FB post, Instagram post,
Carousel, Static banners
• Destination Stewardship Plan Update
• Town of Vail Updates- Spring Activation
Music everywhere, Apres
• Other Business
April date is up for discussion
We don’t have Grand View room for May or June, Maybe Sonnenalp
lII. MINUTES
• VLMDAC January 20, 2022 Minute Approval by / second by / unanimous Did not
approve
• Action requested of Council
Adjournment
Motion to adjourn by Barry / second by Lauren / unanimous 11:14am
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, March 17, 2022
Grand View Room