HomeMy WebLinkAbout06. VLMDAC June Meeting MinutesVail Local Marketing District Advisory Council
Monthly Meeting
June 16th, 2022, 8:30 am
In person Antlers Hotel & Virtual Zoom
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), Erica Cannava (Manor Vail Lodge), Liana Moore
(Antlers), Barry Davis (TOV council), 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), Kim Brussow (Vail Valley Partnership), Kay Schneider
(Vail Valley Partnership), Carlie Smith (Town of Vail), Bob (BAAG), Meggen
Kirkham (Site Marketing), Chris Romer (Vail Valley Partnership), Satchele Burns
(Steep Motion), Matt Stontz (Cactus), Amanda McNally (MYPR), Charlie
Herrington (Steep Motion), Shun-Luoi Fong (Cactus), Heather Vazza (Cactus),
Ainslie Fortune (Cactus), Jeff Strahl (Cactus), Robert Troller (Cactus), Matt
Stontz (Cactus), Kelly Rowntree (Cactus), Denise Miller (SMARI Insights), Cathy
Ritter (Better Destinations)
Call to Order
Esmarie called meeting to order 8:45AM
Information Update
• Monthly Financial Report
Received April lodging tax collections in June $260,000 which is a 36%
increase from 2021
Year to date 2.9m up 24% from 2021that’s up 16% from budget
Expenditures year to date- $3.5m, 27% of the total of the $4.9m budget
Board Decisions and Approvals
• Recommendation to Town Council on the definition of uses for the
VLMD tax Revenues
Presented the memo about 11-17
July 5th there will be a meeting between the VLMD
Board Approval by Erica/ second Jana/ unanimous
• Vendor Services to put out to bid
Board is planning to publish RFP(s) for VLMD vendor services
RFP(s) will be published in rotation over the next several years
Vendor Services to put out to bid: Creative (currently Cactus), Project
Management (currently SITE marketing) and Lodging Liaison (Currently
Mark Herron)
In the month of July these should go out
Motion for three services to be out to bid-
Board approval by Jana/ second Erica/ unanimous
• Contingency use for 2021 Invoice Payment
Motion to approve motion 1
Board approval Erica/ second Liana/ unanimous
• Mexico Budget Shifts
We have the opportunity to do a photo shoot with the Mexican Vogue
Asking for additional $10,000 to finish this project, we could shift from
social media
Motion to move $10,000 to supplement this project
Board approval by Jana/second Erica/unanimous
Information and Discussion Updates
• Creative & Video Updates
• Summer Asset Acquisition Approach
DiscoverVail and Organic Social Media videos:
Scenic
Timelapse
Hiking
Mountain Biking
Fine Dining
Culture
Live Music
Longer Content Pieces- Dining: From the Source, Chef Rosa featured
Capture new hero assets to continue running in campaign materials
-Scenarios to include: Fall, on mountain and town
-Additional dollars in budget will b allocated towards activity/lifestyle-
focused asset capture
• Dashboard
Ainslie discussed the new dashboard and went through the slides of the
pages they manage and have access to for data
• Research Update
Insights Initiatives
Summer Qualitative Research- Adding context to tell the human story
behind the data
Objective- Better understand why our best guests are coming to Vail in the
summer
• Destination Stewardship Plan Study Findings
Competitive Situation Insights-
Consumers rated the various destinations under consideration in terms of
overall appeal. One of the biggest challenges for Vail is Competition.
Vail gets a stronger rating as a place for a winter mountain trip versus a
luxury resort trip
Key challenges for Vail are the diversity of its image and the competitive
situation. Because Vail offers a variety of types of experiences, it is harder
to create a cohesive image.
Strongest associations- Winter mountain/outdoor adventure trips and
luxury resort experiences.
Weakest associations- Summer trips
See presentation for more details
Recommended Next Steps-
Complete the community input sessions
Review recommended messaging/targeting strategy
Assess current marketing, how well does it communicate key messages
Develop recommendations on refinements to marketing efforts
• Media Report
Media Strategy changes
Emphasize high impact tactics that allow for strong visual storytelling
Shift measurement to focus on top funnel KPI’s
Increase % of media spend allocated to destination, decrease % allocated
to Front Range
Expand Destination markets from core DMAs (Chicago, Houston & Dallas)
to include additional DMAs (NYC, SF, Boston, Seattle, WDC)
Consolidate audiences from Boomers, Families & Active Professionals to
Families and Empty Nesters
See presentation for more details
• PR/Influencer Update
Influencer Update-
Two Influencers, one trip giveaway
Macro Influencer- @goanniewhere
Mega Influencer- @jess.wandering
• Groups Quarterly Update
Push to July
• Summer Marketing Toolkit
Push to July
• Town of Vail Updates
Push to July
• Other Business
Asked about Social get together, Jana was going to host
lII. MINUTES
• VLMDAC May 19, 2022 minutes
Approval by / second by / unanimous
Push Approval to July
Adjournment
Motion to adjourn by Liana/ second by Esmarie / unanimous 11:13am
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, July 21, 2022
Location- Grand View