HomeMy WebLinkAbout02. VLMDAC April Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
April 28th, 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), Jana Morgan (Sweet Basil), Michael Holton (Vail
Health)
Additional attendees:
Kristin Yantis (MYPR), Ainslie Fortune (Cactus), Mia Vlaar (Town of Vail), Jeremy Gross (Town
of Vail), Liz Gladitsch (Town of Vail), Bob Brown (BAAG), Jeremy Coleman (BAAG), Chris
Romer (Vail Valley Partnership), Kim Brussow (Vail Valley Partnership), Kay Schneider (Vail
Valley Partnership), Mark Herron (Lodging Liaison), Maggie Meek (SITE), Shun-Luoi Fong
(Cactus), Ronda Helton (Bravo), Cathy Ritter (Steward Vail), Kelly Galaski (Steward Vail),
Lauren, Meggen Kirkham (SITE) Jeff Strahl (Cactus), Jenna Duncan (BAAG), Jodi Doney (EGE)
Call to Order
Esmarie called meeting to order 8:39AM
Esmarie asked that the Board nominate a Vice Chair and Treasurer
Motion to nominate Jana Morgan as Vice Chair First-Erica/ second Liana/ Unanimous
Motion to re-nominate Erica Cannava as Treasurer First- Jana/ second Michael/
Unanimous
Attendance- Please try to come in person to meetings moving forward. You can miss two
meetings but three you are technically out.
It was suggested to look at the Eagle County School calendar now to adjust the meetings
accordingly
Planning a Social event for the Board- It may be cocktails, dinner or lunch after a VLMDAC
meeting TBD
Also planning an overnight in Steamboat in the fall as a team building experience
Cactus Updates-
Where we are today- Immersion + Learning, Life is but a Dream, Ongoing website updates
Where are we going- A renewed vision: to establish the VLMD website as the premier digital
experience destination, With a Roadmap: Learn from our past, build on our present strategy and
goals, and establish a clear path to success in our future, And an Updated Approach: evolve our
approach to problem-solving, experience design, technical solutions, and content strategy
Our Next Steps-
May 1-15: Establish working team & workshops schedule
Mid-May to Mid-June: Workshops & Planning
Mid-June to Mid-July: Establish our Foundation
July 21st: Foundation Presentation
Dream Trip Updates
Objective- To 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 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
There are seven trips- thank you to everyone that helped with this!
INFORMATION & DISCUSSION UPDATES
• Monthly Financial Report
Liz reported that revenue is at $4.4million which is a $610,000 increase
Expenditures are $4.8million which is a $628,000 increase over last year.
Fund balance is at $2.3million which is 52% of revenues
BOARD DECISIONS/APPROVALS
N/A
INFORMATION & DISCUSSION UPDATES
• Steward Vail Visioning Workshops
Destination Stewardship- an approach that balances the needs of communities while
supporting a thriving visitor economy
What does destination stewardship mean to you?
3 Transformational Opportunities-
1. Destination Alignment- Aligning public, private and civil sectors drives destination
performance
2. Sustainable Development- destination and product development should marry
people, planet, profit and policy
3. Values Based Marketing- community values, goals and energy are the new
competitive advantage
Extensive Community Consultation
Expanding engagement beyond the tourism industry is a key to creating a holistic
planning process for Vail.
Up to 20 1:1 interviews
Up to 12 Focus Groups
Three community-wide visioning workshops
Town Council consideration: December
The questions asked and some feedback were presented and discussion ensued
See presentation for more details
• Other Business
lII. MINUTES
• VLMDAC March 17, 2022 minutes
Approval by Jana / second by Scott/ unanimous
• Action requested of Council
Adjournment
Motion to adjourn by Erica / second by Scott/ unanimous 11:02am
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, May 19, 2022
Grand View Room