HomeMy WebLinkAbout01. VLMDAC April Meeting PresentationVLMDAC BOARD MEETING
APRIL 28, 2022
Agenda
●BOARD DECISIONS/APPROVALS
●INFORMATION & DISCUSSION UPDATES
○Board Chair Report (5 minutes), Esmarie Faessler
○Monthly Financial Report (5 minutes), Carlie Smith, Town of Vail
○Web/Digital Updates (15 minutes), Cactus
○Dream Trips Update (15 minutes), Kristin Yantis, MYPR
○Town of Vail Updates (5 minutes), Mia Vlaar & Jeremy Gross, Town of Vail
○Steward Vail (60 minutes), Better Destinations, MMGY Next Factors, Travel Foundation
○Other Business
●MINUTES
○VLMDAC March 17 Minute Approval
■Action Requested of Council
BOARD CHAIR REPORT
MONTHLY FINANCIAL REPORT
DIGITAL UPDATES
Where We Are Today
●Immersion+Learning - Deep dive into the
DiscoverVail.com website, prior audits,
current data, and other existing documents,
to get up to speed
●Life Is But A Dream - Crafting and launching
the campaign and incorporating into the
DiscoverVail.com website.
●Ongoing Website Updates - Identifying and
implementing maintenance tasks and
incremental improvements to the site
●Target Audience - Growing focus on HNWIs
●Data - Evolving our data system to discover
insights that will help us make better
decisions
●Content - Creating new content that will
bring ongoing value to our audience
Where We Are Going
…A RENEWED VISION
Our dream - to establish the VLMD
website as the premier digital experience
destination through which our
audience—High Net Worth Individuals
and those aspiring to the High Net Worth
Individual lifestyle—engages and
participates in storytelling experiences
that move them to:
●Dream about their future Vail
experiences
●Live the Dream—digitally—of
present Vail experiences
●Dream about their past Vail
experiences*
*and start dreaming about their next Vail
experience
…WITH A ROADMAP
Learn from our past, build on our present
strategy and goals, and establish a clear
path to success in our future:
●Map our work and priorities to our
business problems and goals, our
audience aspirations and
challenges, and the resulting
digital/web solutions and
experiences that achieve success
●Integrate all web+digital work into
the overarching experience
ecosystem to ensure a smooth,
holistic journey for our guests
●Establish a flexible plan that casts
a 2-3 year vision but supports
change along the way
…AND AN UPDATED APPROACH
Evolve our approach to problem-solving,
experience design, technical solutions, and
content strategy:
●Prioritize rapid iteration, testing,
and learning to make better
decisions for our products and
guests
●Foster greater collaboration by
integrating diverse perspectives
and competencies, including
VLMD, partners, community, and
guests, into every aspect of our
work
●Continue to leverage data and
regular testing to optimize our
solutions
●Focus on outcomes—benefits for
the guest and the brand—that
solve the right problems
Our Next Steps
May 1-15 — Establish Working Team & Workshops Schedule: Identify the people at Cactus,
partners, and VLMD, including a smaller board group, who will actively participate and contribute to our
ongoing digital+web experience work
Mid-May to Mid-June — Workshops & Planning: Gather our working team to conduct workshops
that will inform the evolved vision and roadmap—our new Foundation—for the VLMD website and
relevant digital properties
Mid-June to Mid-July — Establish our Foundation: Consolidate the results from our workshops and
planning into our Foundation—our Roadmap, Initiatives, Priorities—that will guide and activate
upcoming work
July 21 — Foundation Presentation: Present the new Foundation at the VLMD Board meeting
DREAM TRIP UPDATES
Dream Trips
●OBJECTIVE - The support and enliven the Life is But a Dream campaign through curated, over-the-top
vacation offers that can be integrated into all marketing efforts.
○DiscoverVail.com content
○Content for the email newsletter
○Trip giveaway to drive database records
○Public relations to provide a newsworthy angle for media coverage
○Paid media to drive click throughs for the trip giveaway
○Social media content
●SEVEN TRIPS
○Dream Golf Experience in Vail
○Vail Backcountry Escape
○Vail’s 10th Mountain Package
○Vail Photography Excursion
○Antlers at Vail Golden Anniversary All-Star Package
○Elevated Angling in Vail
○Dream Retreat in Vail
●
Dream Trips - Website
Dream Trips - Website
Dream Trips - Trip Giveaway
Dream Trips - E-mail
Dream Trips - Public Relations
•PR Newswire Distribution
•Visibility Report
–4,386 release views
–765 click throughs
–386 outlets picked up the release
•Yahoo, AP (900+), Regional TV
–195M audience
–739 engagements
•Personal pitching, distribution to MYPR’s key contacts
•Peak Magazine - Vail feature
Dream Trips - Paid Media
TOWN OF VAIL UPDATES
STEWARD VAIL / MARKETING FOCUS GROUP
Steward Vail / Marketing Focus Session
Topics for Discussion:
●What do you see as opportunities and challenges for using Vail's marketing power in ways that
support destination stewardship?
●What are the ways that Vail can ensure the continued health of its thriving tourism economy,
while addressing other community priorities?
●Are there opportunities to target different types of travelers whose inclinations and aspirations
would be close fit with the values that Vail has identified around community, experience and
the environment?
●How can Vail leverage the extraordinary work it has done to create a sustainable destination
as part of its attraction for travelers who care about reducing their impacts and supporting local
communities as they travel?
●What should VMLD's approach be to managing the impact of HB1117?
Thank you!
Upcoming Meetings:
Town Council Meeting for VLMD Supplemental Request, May 3, 2022
In Person at Vail Town Council Chambers
VLMDAC Monthly Meeting, May 19, 2022
In Person at TBD Location