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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