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Vail Local Marketing District Advisory Council
Monthly Meeting
August 18th, 2022, 8:00 am
In person Grand View Room & Virtual Zoom
VLMDAC member attendees:
In Person- Liana Moore (Antlers), Jana Morgan (Sweet Basil), Michael
Holton(Vail Health), Barry (Town Council)
Zoom- Lauren Barotz (Vail Resorts)
Additional attendees:
In Person- Mia Vlaar (Town of Vail), Kristin Yantis (MYPR), Ainslie Fortune
(Cactus), Liz Gladitsch (Town of Vail), Jeremy Gross (Town of Vail), Chris Romer
(Vail Valley Partnership), Carlie Smith (Town of Vail), Meggen Kirkham(SITE
Marketing), Dennis McMann(High Five Marketing), Doug Kessler (incoming
board member), Cathy Ritter (Better Destinations)
Zoom- Kay Schneider (Vail Valley Partnership), Matthew Stontz (Cactus), Bob
Brown (BAAG), Heather Vazza (Cactus), Jeff Strahl (Cactus), Jeremy Coleman
(BAAG), Kim Brussow (Vail Valley Partnership), Mark Herron (Lodging Liaison),
Barbara Anderson (Destination Hotels), Jenna Duncan (BAAG), Jodi Doney
(Eagle County Regional Airport), Rob Troller (Cactus), Maggie Meek (SITE
Marketing), Magnus Alnebeck, Stephen Vastagh
Call to Order
Jana called meeting to order 8:04AM
I. Monthly Financial Report
Total collections to date $3.3m which is 56% compared to 2021 and 51%
compared to 2019
Expenditures are $1.8m compared to $4.85m budget so there is $3.6m
remaining for the year
II. Approvals
• 2022 Winter Marketing
Winter Goals-
Owned Channel Year Round Goals- Provide robust year-round content
New Winter Goals- Enhance and create new winter lodging packages
Early Winter Lodging Trigger Campaign
Need to know by September 15th, next meeting the Board can approve
Motion to start Creative Liana/ second by Barry/unanimous
III. Information & Discussion Updates
• 2023 Draft Strategic Operating Plan & Budget
Timeline presented
2023 Goals discussed
Chris spoke to Occupancy and Kim spoke to Group Occupancy
Carlie- 2023 Proposed Budget
2023 revenue projection- $4,7
Total VLMD Budget for 2023- $6,1
See Presentation for more details
Budget Breakout by Consumer and Guest journey
Initiatives- Discontinued and New
• 2022 Asset Acquisition Plan
Meggen spoke about Fall, fall, fall family activities”
Photo Asset background, approach, shots and timeline
Discussion ensued around adding more models of diversity
• Town of Vail Updates – ran out of time
• Other Business- ran out of time
• RFP Presentations
Chris Romer- Spoke to the VVPs interest in the lodging liaison RFP
Meggen Kirkman- SITE marketing presented for the In-Resort Project
Manager RFP
Dennis McMann- High Five marketing presented for the In-Resort Project
Manager RFP
• Adjournment
Motion to adjourn by Jana / unanimous 10:32am
• Appendix
-2022 Campaign Performance Updates
-Social Update
-Web and SEO Update
-Dashboard
IV. MINUTES- Action Requested of Council
• VLMDAC July 21, 2022 Minute Approval
Approval by Jana / second by Michael / unanimous
VLMDAC Executive Session pursuant to 1) C.R.S. 24-6-402(4) (e)- to determine
positions, develop a strategy and instruct negotiators, Re: 2023 VLMD Budget
Read by Michael/ Jana second/ Unanimous
Outcome of Executive Session:
• Lodging Liaison RFP awarded to Vail Valley Partnership
• In-Resort Project Manager RFP awarded to SITE Marketing
Upcoming Meetings:
VLMDAC Special Meeting Tuesday, September 6, 2022
Location – Virtual
VLMDAC Monthly Meeting Thursday, September 15, 2022
Location- Grand View Room